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I HC NNG
TRNG I HC KINH T

KHOA QUN TR KINH DOANH

--- ---

NGHIN CU MARKETING
HNH VI CA NGI TIU DNG V LA
CHN MUA SM GIA CH V SIU TH
CO.OPMART

Gio vin hng dn: ThS ng Th Lin H

Lp Tn Ch: MR_10
Nhm thc hin: nhm BIG ZERO

1. Hong Trung Hiu 35K16.1

2. ng Minh Phc
35K08.2
3. Nguyn Th Thu Hin 36K02.1

Nhm:BIG ZERO_MR10

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4. Phan Th Ha
5. V Th Trang

36K02.1
36K12.2

A. MC LC...................................................................................................
B. NI DUNG..................................................................................................
I. Gii thiu nhm nghin cu:...................................................................
II. Cc hot ng v chi ph thc hin nghin cu:.................................
III. Thng tin nh qun tr:........................................................................
III.1 Bi cnh nghin cu:.......................................................................
III.1.1 Vn qun tr:.........................................................................
III.1.2 Vn nghin cu:....................................................................
III.1.3 Vn nghin cu Marketing:................................................
IV. Mc tiu nghin cu:.............................................................................
IV.1. Xy dng mc tiu nghin cu:....................................................
IV.2. Cu hi nghin cu:........................................................................
IV.3 Cc gi thuyt nghin cu:..............................................................
IV.4 nh gi kt qu nghin cu:........................................................
V. Thit k nghin cu:................................................................................
V.1 Phng php nghin cu:.................................................................
V.2 Chn mu v thu thp d liu:.........................................................
V.2.1 M t phng php chn mu...................................................
V.2.2 Xy dng thang o v bng cu hi:.........................................
V.2.3 Nhng kh khn trong qu trnh thu thp d liu ca nhm.

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VI. Kt qu phn tch d liu: (C km file SPSS bo co nh km)

VII. Kt lun v xut cho nh qun tr:...............................................
C. PH LC....................................................................................................
Bng cu hi

B. NI DUNG
I. Gii thiu nhm nghin cu:
D n c thc hin bi nhm BIG ZERO, sinh vin trng i hc kinh t
Nng.
1.
2.
3.
4.
5.

Hong Trung Hiu 35K16.1

ng Minh Phc
35K08.2
Nguyn Th Thu Hin 36K02.1
Phan Th Ha
36K02.1
V Th Trang
36K12.2

II. Cc hot ng v chi ph thc hin nghin cu:

STT Hng mc
Phn tch mi trng
marketing xc nh
1
vn
Phn tch d liu
2
Tm kim thng tin
Thuyt trnh ln 1 (k
3
hoch s b)
4
5
6
7

Sa cha nghin cu
ln 1
Thit k nghin cu +
bn cu hi
Hon thnh nghin
cu (hon chnh)
Test th
Test chnh thc

Ngi thc hin

Chi ph

Tt c cc thnh vin

Tt c cc thnh vin

50.000

Tt c cc thnh vin

Tt c cc thnh vin

Tt c cc thnh vin

40.000

Trang, Hin

Tt c cc thnh vin
Tt c cc thnh vin

10.000
150.000

Nhm:BIG ZERO_MR10

8
9
10

Hon thnh word

Slide
Thuyt trnh

GVHD: TS.NG TH LIN H

Trang,Hin
Hiu,Ha,Trang,Hin
Tt c cc thnh vin
Tng cng

0
0
0
250.000

III. Thng tin nh qun tr:

III.1 Bi cnh nghin cu:
III.1.1 Vn qun tr:
a. Tnh hnh c cu th trng gia ch v siu th
Vit Nam l th trng bn l si ng ng th t trn th gii, nn thu ht
c nhiu i gia bn l ln trn th gii u t vo.
Mt khc, mc sng ca ngi dn ang ngy cng c ci thin, cm t siu
th khng cn l hnh nh xa l trong mt nhiu ngi. Tuy nhin vic thay i
vic mua sm t ch sang siu th l mt vic cn i hi mt qu trnh n lc ca
cc siu th. Bng chng l 86% vn s dng ch l ni mua sm chnh ca mnh.
Mc d tc tng trng doan thu ca cc siu th hng nm vn tng cao nhng
s tng trng so vi mt th trng tim nng nh Vit Nam l cha cn
xng. Khch hng vn rt trung thnh vi ch trun thng v nhng li ch m n
mang li v cng nh l mt thi quen ca ngi dn Vit Nam.
Ring ti Nng l mt trong nhng th trng tim nng ca Vit Nam, nn cc
Nh bn l ln t chi nhnh ti y rt nhiu. Hin ti Nng c ti hn 30
siu th ln nh khc nhau. Mc cnh tranh gia cc siu th ny thu ht
khch hng cng rt khc nghit. ng u v quy m phi k n siu th BigC,
Metro,CoopmartTuy nhin phn ln khch hng vn rt trung thnh vi ch
truyn thng. Ti Nng c rt nhiu ch vi quy m ln nh ch Hn, ch Ha
Khnh, ch Cn, ch u mi.
b. Tnh hnh cng ty
Co.opMart l nh bn l ln nht ti Vit Nam v n vi Nng cng c
thi gian di v hin ti siu th co.opMart c t chi nhnh ti ng in Bin
Ph v siu th c nhn xt l c a im khng thun li v khng trung tm
thnh ph,ngoi ra siu th cn c cc i th cnh tranh nh l siu th BigC, ch
siu th v h thng ch ti y.Tuy nhin,siu th co.opMart c nhng ngun lc
v hng pht trin ring kinh doanh v cnh tranh trn th trng m khng
cn nhng a im thun li nh BigC hay cc h thng ch trn thnh ph,trong
vic nghin cu th trng v cc thng tin cn thit cho siu th ang c ban

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qun tr siu th quan tm. ng trc tnh hnh , vi t cch l mt nh dn o

th trng trong ngnh bn l ti Vit Nam. Ban gim c siu th nhn thy rng
khi mc tng v s lng ln quy m cc nh u t vo ngnh ngy cng tng
m ch c 14% th phn, vic ny s ngy cng cnh tranh khc lit ginh git
s th phn t i . c th c bc i mi trong tnh hnh hin nay, Co.opmart
nhn thy rng i th cnh tranh trc tip hin nay ca mnh v i vi cc siu
th ni chung chnh l ch truyn thng. Vn t ra lm sao c th tng
trng th phn ca cng ty ca ngnh ni chung trog tnh hnh hin nay?
III.1.2 Vn nghin cu:
T tnh hnh th trng v ca siu thi trn nhm nghin cu chng ti quyt
nh tin hnh d n nghin cu
Nghin cu hnh vi ca ngi tiu dng gia vic la chn mua sm ti siu th
co.opMart Nng v ch.
IV. Mc tiu nghin cu:
IV.1. Xy dng mc tiu nghin cu

Gia ch v siu th c nhng c th ring,c th c ngi thch i

ch hn l i siu th v ngc li.Bn cnh cn c cc l do khc dn ti
vic la chn mua sm gia siu th v ch.

Mc tiu nghin cu nhm hiu c hnh vi ca ngi tiu dng v

sao li chn mua sm ti ch v v sao chn mua sm ti siu th.C th, hnh
vi y c th l thi ,ng c no dn ti quyt nh v cc hnh vi
khc nh s hi lng hay mc cm nhn. ca ngi tiu dng nh th
no v siu th v ch. V c th y l siu th co.opmart Nng.

Phn bit i tng ngi tiu dng trong vic la chn a im

mua sm i vi loi hnh siu th v ch truyn thng.

xut cc phng n thch hp cho ban qun tr siu th hot ng

hiu qu hn.
IV.2. Cu hi nghin cu:

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Liu Khch hng c ngh rng siu th ch dnh cho nhng

ngi c thu nhp cao?
Khch hng chn ch v tnh tin li, tit kim thi gian?
Khch hng cho rng i siu th l mt thi gian?
Liu khch hng cho rng mua sm siu th s m bo
cht lng, thoi mi v c th th hin a v ca mnh?
Cc yu t ng c, thi , phong cch sng, nhn thc,
mc hi lng, c nh hng n vic la chn gia ch
v siu th hay khng?
Gi c l c nh hng mnh m ti vic la chn a im
mua sm hay khng?
S tin li, tit kim thi gian c nh hng mnh m ti
vic la chn a im mua sm hay khng?
Cc chng trnh khuyn mi ca siu th c tc ng mnh
m ti quyt nh i siu th hay khng?
Vic phi tr gi khin khch hng khng thch i ch?
IV.3 Cc gi thuyt nghin cu
Cc yu t ng c, thi , phong cch sng, nhn thc,
mc hi lng, c nh hng n vic la chn gia
ch v siu th hay khng?
S tin li nh hng mnh ti vc la chon a im
mua sm
Ngi tiu dng quan tm n cc chng trnh khuyn
mi ca siu th
Vic tr gi nh hng n quyt nh a im mua sm

IV.4 nh gi kt qu nghin cu
III.4.1 Nhng thng tin t c: trong d n
- p ng yu cu s lng v cht lng ca cc bng cu hi
- Tm ra c mc nh gi cc yu t khi i mua sm
- Bit c mc hi lng ca khch hng i vi siu th coopmart

Nhm:BIG ZERO_MR10

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- Bit c mc cm nhn ca cc yu t khi khch hng ti coopmart

III.4.2 Nhng mc khng t c trong d n
-Mu nghin nghin cu tng i nh, tnh i din khng cao, khng bao qut c
tng th.
- Chn mu theo cm nn cc p vin thng tp trung mt vi ni nht nh trn a
bn ch khng phn b u khp trn a bn thnh ph.
- Kinh nghim nghin cu cha c, nn khi bt tay vo phn tch, nhm gp kh khn
trong x l liu bng SPSS sao cho ph hp vi gi thuyt a ra.
- Kt qu phn tch d liu vn cha p ng tt c yu cu v mong mun ca nhm.
- Bng cu hi vn cha phn nh ht c nhng vn nghin cu, cha khai thc su
cc yu t nh hng n hnh vi mua ca khch hng cng nh mc hi lng ca h.

V. Thit k nghin cu
V.1 Phng php nghin cu
V.2.2 Xy dng thang o v bng cu hi
Xy dng thang o
Thang o
nh danh
Th t
Khong

Bin
Ngh nghip, gii tnh, thi gian ti,
a im mua, mc ch ti, ngun
thng tin,ngun nh hng
Tui, thu nhp
Mc ng mc quan
trng,,mc hi lng

M ha bng cu hi:
STT

NI DUNG
Tui

PHNG N
<14
14-18
19-25
26-35
36-55
>55

Ngh nghip

hc sinh-sinh vin

M HA
1
2
3
4
5
6
1

Nhm:BIG ZERO_MR10

Ni sng

Gii tnh

Cu 1

GVHD: TS.NG TH LIN H

nhn vin vn phng

kinh doanh-bun bn
cng nhn
ni tr
gio vin
khc
qun Thanh Kh
qun Ng Honh Sn
qun Hi Chu
qun Lin Chiu
qun Sn Tr
qun Cm L
nam
n

mc quan trng

Cu 2

tng i siu th cha

Cu 3

mua sm u

Cu 4

mua sm siu th no

2
3
4
5
6
7
1
2
3
4
5
6
1
2
rt khng quan trng =
1
khng quan trng = 2
bnh thng = 3
kh quan trng = 4
rt quan trng = 5

gi c
cht lng hng ha
thi phc v
tit kim thi gian
s la chn a dng
khong cch i li
gii tr
chng trnh khuyn
mi
tng
cha tng
siu th
ch
siu th v ch
khc

1
2
1
2
3
4
0 = khng; 1 = c

Co.opMart
Big C
Metro

Nhm:BIG ZERO_MR10

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khc
Cu 5

ch = 1
siu th = 2

yu t quyt nh
la chn mua sm
gi c
cht lng hng ha
thi phc v
tit kim thi gian
s la chn a dng
khong cch i li
gii tr
khuyn mi
khc

cu 6

a im mua

ch = 1
siu th = 2
c hai = 3
khc = 4
thc phm:rau qu
m phm,ha m
phm
gia dng
qun o
in lnh

Cu 7

khng nh hng = 0
ch = 1
siu th = 2

ngun nh hng ti
quyt nh a im
mua sm
v (chng)
con ci
bn b
ng nghip
ngun qc,truyn thng

cu 8

kin

m ha ging cu 1
Khi mua sm ti siu
th
s th hin "phong
cch sng"
hn l i ch.
Trong tng lai
siu th s thay th
ch cho
vic mua sm ca

Nhm:BIG ZERO_MR10

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Anh(Ch) .
Siu th l ni dnh
cho thu nhp cao.
cu 9

tng n coopmart
cha

cu
10

cm nhn v coopmart

tng = 1
cha tng = 0
m ha ging cu 1
khuyn mi
giao hng tn nh
cht lng hng ha
gia c
tnh tin

cu
11

mc ch ti coopmart

mua sm = 1
gii tr = 2
c hai = 3

cu
12

mc ti coopmart

<2 ln/tun = 1
2-4 ln/tun
>4 ln/tun

cu
13

ti coopmart vo thi
gian no?

cu
14

thu nhp

<3 triu = 1
3-5 triu = 2
6-8 triu = 3
9-12 triu = 4
>12 triu= 5

cu
15

gia nh c my ngi?

1 ngi =1
2 ngi = 2
3 ngi = 3
4 ngi = 4
5 ngi = 5

bui sng = 1
bui chiu = 2
bui ti = 3

VI. Kt qu phn tch d liu: (C km file SPSS bo co nh km)

Nhm:BIG ZERO_MR10

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Cu 1: So snh c cu gia ch v siu th ca ngi dn

nng
Dng phn tch m t ta c bng kt xut phn trm c cu t l gia ch v
siu th
dia diem mua sam
Frequenc
Valid
y
Percent Percent

Cumulative
Percent

20

10.2

10.2

10.2

cho

11

5.6

5.6

15.8

sieu thi &

cho

151

77.0

77.0

92.9

khac

14

7.1

7.1

100.0

Total

196

100.0

100.0

Valid Sieu thi

T bng v biu cho thy,vi s 196 ngi c hi c ti 151 ngi chn siu
th v ch l ni mua sm ch yu chim ti 77%, bn cnh s ngi ch chn
ch mua sm ch chim c 5,6% v s ngi chn siu th l ni mua sm duy
nht chim 10,2%,s cn li chn ni khc mua sm
Kim nh gi thit c 10% ngi tiu dng chn siu th l ni mua sm
chnh

Nhm:BIG ZERO_MR10

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Ta tin hnh kim nh tham s t l mt tng th tm hiu t l ngi chn siu

th l ni mua sm chnh. Vi mu ngu nhin n=182> 40 ta c:
H0= p= 0.1 S lng ngi chn siu th l ni mua sm chnh khng ln hn
10%
H1= p> 0.10 S lng ngi siu th l ni mua sm chnh ln hn 10%
W= 20/182= 0.102
Z=

( fn Po) n
Po(1 Po)

(0.102 0.1) 182

0.1(1 0.1)

0.09

Za= 1.645
Ta thy Z< Za => Chp nhn H0 bc b H1, tc l c khong 10% ngi tiu dng
chn siu th lm ni mua sm chnh thc.
Kim nh gi thit c 75% ngi tiu dng chn siu va chn siu th
va chn ch l ni mua sm chnh
Ta tin hnh kim nh tham s t l mt tng th tm hiu t l c cu ngi tiu
dng ti Nng la chn a im mua sm. Vi mu ngu nhin n=182> 40 ta
c:
H0= p= 0.75 T l S lng ngi va chn siu th va chn ch l ni mua sm
khng ln hn 75%
H1= p> 0.75 T l S lng ngi va chn siu th va chn ch l ni mua sm
ln hn 75%
W= 151/182= 0.77
Z=

( fn Po) n
Po (1 Po )

(0.77 0.75) 182

0.75(1 0.75)

0.64

Za= 1.645
Ta thy Z< Za => Chp nhn H0 bc b H1, tc l c khong 75% ngi tiu dng
va chn siu th va chn ch lm ni mua sm.
Vy ta kt lun c 10% ngi tiu dng ti Nng chn siu th l ni mua sm
chnh ca mnh, 75% chn c ch v siu th, 5,5% chn mi mnh ch, v cn li
l mua sm ti nhng a im khc nh tim bch ha, shop, qun.
T nhng thng s trn c th nhn thy rng t l ngi dn nng ti siu th
l rt cao, tuy nhin t l ngi trung thnh vi siu th l cn rt thp(10%)

Cu 2: Xem xt mc nh hng ca cc yu t ti vic

mua sm ca ngi dn Nng
T bng s liu v s dng lnh DESCRIPTIVES (tnh im trung bnh) ta c
bng kt xut nh sau:

Nhm:BIG ZERO_MR10

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Statistics

Valid
Missi
ng

Mean
Percentil
es

25
50
75

yeu
to
qu
yet
din
h
gia
khi
mu
a
sa
m
19
6
0

yeu to
quyet
dinh
chat
luong
hh khi
mua
sam

yeu to
quyet
dinh thai
do pv
khi mua
sam

yeu to
quyet
dinh tiet
kiem tg
khi mua
sam

yeu to
quyet dinh
su lua
chon dd
khi mua
sam

yeu to
quyet
dinh
khoang
cach dl
khi mua
sam

yeu
to
quye
t
dinh
giai
tri
khi
mua
sam

yeu to
quyet
dinh
chuong
trinh km
khi mua
sam

196

196

196

196

196

196

196

4.2
65
3
4.0
00
0
4.0
00
0
5.0
00
0

4.6480

3.9286

3.6378

4.0102

3.4337

3.25
51

3.8622

4.0000

3.0000

3.0000

3.0000

3.0000

3.00
00

3.0000

5.0000

4.0000

4.0000

4.0000

3.0000

3.00
00

4.0000

5.0000

4.0000

4.0000

5.0000

4.0000

4.00
00

5.0000

1.00 - 1.80
1.81 - 2.60
2.61 - 3.40
3.41 - 4.20
4.21 - 5.00

Rt khng quan trng

quan trng
trung bnh
Quan trng
Rt quan trng

Nhm:BIG ZERO_MR10

Yu t
Gi c
Cht luong hng
ha
Thai phc v

GVHD: TS.NG TH LIN H

Mc nh
hng
4.2563

Khong
4.21 - 5.00
Rt quan trng
Rt quan trng
4.21-5 Rt Rt quan trng

4.648
quan trng
3.9286

3.41-4.2 Rt

quan trng

3.41-4.2 Rt

quan trng

3.41-4.2 Rt

quan trng

3.41-4.2 Rt

quan trng

3.41-4.2 Rt

quan trng

quan trng
Tit lim thi gian 3.6378
quan trng
S la chon a
dng

4.012

Khong cch i
li

3.44337

Gii tr

3.44337

quan trng
quan trng
quan trng

Khuyn mi

4.563

4.21 - 5.00
Rt quan trng
Rt quan trng

yeu to quyet dinh gia khi mua sam

Frequenc
Valid
y
Percent Percent

Cumulative
Percent

.5

.5

.5

khong quan
trong

2.6

2.6

3.1

binh thuong

28

14.3

14.3

17.3

quan trong

69

35.2

35.2

52.6

rat quan trong

93

47.4

47.4

100.0

Total

196

100.0

100.0

Valid rat khong quan

trong

Nhm:BIG ZERO_MR10

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Qua qu trnh iu tra kho st nhm nhn thy rng i vi yu t gi c ngi

tiu dng hu nh u chn rt quan trng vi 93/196 ngi chn, chim
47.4%.ng th hai l yu t quan trng vi 69/196 bn chn. Theo kin ch
quan ca nhm nhn thy rng yu t gi nh hng rt quan trng ti hnh vi mua
sm. khng nh iu ny nhm tin hnh kim nh:
Kim nh
Gi:
H0= u>= u0=4.2 Yu t gi nh hng quan trng ti hnh vi la chn a dim
mua sm ca ngi tiu dng Nng
H1 u< u0=4.2 Yu t gi nh hng khng quan trng ti hnh vi la chn a
dim mua sm ca ngi tiu dng Nng
- Mc ngha =0.05
- Phuong php kim nh :
- W=

( x uo)
0,8

( 4,2563 4.2) 196

0 .8

=0.98525< W1-=1,645

- Ta cha c c s chp nhn H0,cng nh k th bc b H1 tc l yu t

gi c khng nh hng rtquan trng ti hnh vi mua sm. Theo nhm
chng ti trong mu iu tra l l 196 bn th gi nh hng rt quan
trng tuy nhin xt trn tng th iu ny tr nn khng chnh xc. iu
ny c th c gii thch rang yu t gi khng phi l yu t quan tm
hng u khi mua sm, Do cng ngy mc sng trung bnh ca ngi dn
Nng ngy cng tang nn gi c c th c xem nh hn. Hoc cc
yu t khc quan trng hn yu t gi c.
-

Kim nh tng t cho cc yu t cn li ta c c bng sau:

-

Yu t

Mc nh hng

Gi c

# rt quan trng

Cht lng hng ha

Rt quan trng

Thi phc v

Quan trng

Tit kim thi gian

Quan trng

Nhm:BIG ZERO_MR10

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La chn a dng

Quan trng

Khong cch i li

Bnh thng

Gii tr

# quan trng

mi

Chng trnh khuyn

Quan trng

Kim nh gi thit:
Cc nhn t c tm nh hng ging nhau trn tng th
Dng kim nh nhiu hn hai mu ph thuc:
H0 Khng c s nh hng khc nhau gia cc nhn t trn tng th
H1 C s nh hng khc nhau gia cc nhn t trn tng th
Ta c bng kt xut sau:

Nhm:BIG ZERO_MR10

Ranks
Mean
Rank
yeu to quyet dinh
gia khi mua sam
yeu to quyet dinh
chat luong hh khi
mua sam
yeu to quyet dinh
thai do pv khi mua
sam
yeu to quyet dinh
tiet kiem tg khi mua
sam
yeu to quyet dinh su
lua chon dd khi mua
sam
yeu to quyet dinh
khoang cach dl khi
mua sam
yeu to quyet dinh
giai tri khi mua sam
yeu to quyet dinh
chuong trinh km khi
mua sam

5.43
6.39

4.58

3.82

4.81

3.41
3.03
4.53

GVHD: TS.NG TH LIN H

Nhm:BIG ZERO_MR10

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Test Statisticsa
N
ChiSquare
df
Asymp.
Sig.

196
345.933
7
.000

a. Friedman Test
Vi Chi bnh phng = 345.933 v p-value = 0.000 <0.05 nn ta bc b H0 chp
nhn H1 hay c s khc bit trong mc nh hng cc nhn t ti hnh vi
mua sm.
Kt lun: Trong cc nhn t nh hng n hnh vi quyt nh a im mua sm
ca ngi tiu dng th ngi tiu dng quan tm n cht lng hng ha, gi c,
thi gian, chng trnh khyn mi, la chn a dng. Cn cc yu t gii tr v
khong cch i li ngi tiu dng khng quan tm lm. Do ngy mc sng ngi
dn cng cao, v nhn thc ca ngi dn ngy cng tin tin nn ngi tiu dng
rt coi trng cht lng hng ha, yu stoos ny l yu t quyt nh hng u,v
c u tin s 1. Tuy nhin tuy rng phn kim nh trn tng th phn trn
trnh by yu t gi c tuy khng phi l yu t rt quan trng tuy nhin nhn
vo s trung bnh v t l % th nhm nhn nh yu t gi cng chim phn quan

Cu 3: So snh mc a thch ca cc yu t gia ch v

siu th trong hnh vi mua sm ngi tiu dung ti
Nng
trng trong hnh vi mua.
:
so sanh giua gia ca cho va sieu thi

Valid cho

Frequenc
Valid
y
Percent Percent

Cumulative
Percent

129

65.8

65.8

65.8

sieu thi 67

34.2

34.2

100.0

Total

100.0

100.0

196

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so sanh giua chat luong hh cho va sieu thi

Valid cho

Frequenc
Valid
y
Percent Percent

Cumulative
Percent

16

8.2

8.2

8.2

sieu thi 180

91.8

91.8

100.0

Total

100.0

100.0

196

so sanh giua thai do pv cho va sieu thi

Valid cho

Frequenc
Valid
y
Percent Percent

Cumulative
Percent

30

15.3

15.3

15.3

sieu thi 166

84.7

84.7

100.0

Total

100.0

100.0

196

so sanh giua tiet kiem tg cho va sieu thi

Valid cho

Frequenc
Valid
y
Percent Percent

Cumulative
Percent

124

63.3

63.3

63.3

sieu thi 72

36.7

36.7

100.0

Total

100.0

100.0

196

Nhm:BIG ZERO_MR10

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so sanh giua su lua chon dd cho va sieu thi

Valid cho

Frequenc
Valid
y
Percent Percent

Cumulative
Percent

60

30.6

30.6

30.6

sieu thi 136

69.4

69.4

100.0

Total

100.0

100.0

196

so sanh giua khoang cach dl cho va sieu thi

Valid cho

Frequenc
Valid
y
Percent Percent

Cumulative
Percent

147

75.0

75.0

75.0

sieu thi 49

25.0

25.0

100.0

Total

100.0

100.0

196

so sanh giua giai tri cho va sieu thi

Valid cho

Frequenc
Valid
y
Percent Percent

Cumulative
Percent

13

6.6

6.6

6.6

sieu thi 183

93.4

93.4

100.0

Total

100.0

100.0

196

so sanh giua khuyen mai cho va sieu thi

Valid cho

Frequenc
Valid
y
Percent Percent

Cumulative
Percent

4.6

4.6

4.6

sieu thi 187

95.4

95.4

100.0

Total

100.0

100.0

196

Nhm:BIG ZERO_MR10

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91.8%

8.2%

T bng s liu trn v biu th hin mc a thch gia ch v siu th ta

thy rng yu t cht lng, thi phc v, gii tr v khuyn mi th phn ln
u nghing v siu th. C th nhn t cht lng (91.8%), thi phc
v(84.7%), gii tr(93.4%), khuyn mi(95.4%). Vy cho thy rng th mnh ca
su th so vi ch chnh l nhng nhn t ny. V vy siu th nn cn nhc xem
trong cc nhn t siu th nn pht trin, u t vo nhn t no. Nhm em nhn
thy rng t kt qu cu 1 v cu 2 ta thy siu th nn u t vo khuyn mi v
cht lng v hai yu t ny nh hng quan trongj ti hnh vi mua.
Tuy nhin qua kt qu trn nhm thy, ch vn chim u th so vi siu th trong
nhn t gi c, Nhiu ngi cho rng gi c ch l r hn. M gi c cng l yu
t quan trng(nh nhm phn tch cu 1) nn siu th nn cn nhc trong vic
nh gi.

Cu 4: Xem xt t l ngi tiu dung la chn a im mua

sm theo ng ngnh hng

Nhm:BIG ZERO_MR10

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thuc pham mua o dia diem nao

Frequenc
Valid
y
Percent Percent

Cumulative
Percent

Valid cho

110

56.1

56.1

56.1

sieu thi 26

13.3

13.3

69.4

ca hai 58

29.6

29.6

99.0

khac

1.0

1.0

100.0

Total

196

100.0

100.0

my pham mua o dia diem nao

Frequenc
Valid
y
Percent Percent

Cumulative
Percent

32

16.3

16.3

16.3

sieu thi 95

48.5

48.5

64.8

ca hai 37

18.9

18.9

83.7

khac

32

16.3

16.3

100.0

Total

196

100.0

100.0

Valid cho

Nhm:BIG ZERO_MR10

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do gia dung mua o dia diem nao

Frequenc
Valid
y
Percent Percent

Cumulative
Percent

46

23.5

23.5

23.5

sieu thi 72

36.7

36.7

60.2

ca hai 54

27.6

27.6

87.8

khac

24

12.2

12.2

100.0

Total

196

100.0

100.0

Valid cho

Nhm:BIG ZERO_MR10

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quan ao mua o dia diem nao

Frequenc
Valid
y
Percent Percent

Cumulative
Percent

60

30.6

30.6

30.6

sieu thi 26

13.3

13.3

43.9

ca hai 60

30.6

30.6

74.5

khac

50

25.5

25.5

100.0

Total

196

100.0

100.0

Valid cho

dien lanh mua o dia diem nao

Valid cho

Frequenc
Valid
y
Percent Percent

Cumulative
Percent

15

7.7

7.7

7.7

sieu thi 105

53.6

53.6

61.2

ca hai 24

12.2

12.2

73.5

khac

52

26.5

26.5

100.0

Total

196

100.0

100.0

Nhm:BIG ZERO_MR10

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Qua biu trn nhm rt ra nhng kt lun sau:

Nhng mt hng thng mua :
Ch
Siu th
Thc phm, qun o, gia dng
in lnh, m phm, gia dng
NHN XT&KT LUN:
- Thc phm l mt hng khng th thiu trong i sng l mt hng thit
yu, tuy nhin ngi tiu dng phn ln vn trung thnh vi vic mua
thc phm ch(56,1%) .Trong qu trnh nhm iu tra nhm nhn c
nhiu kin cho rng ngi tiu dng chon mua thc phm ch v
ch c nhiu loi thc phm hn, gi c r hn v ti ngon hn. Mt
khc ngi tiu dng cng cho rng gi v siu th l t hn ch.
Vi vn ny siu th c th cn nhc iu chnh li mc gi, hoc mt
hng thc phm
- Qun o : siu th nn c chnh sch gi hoc tng a dng mu m,
kiu dng.
- Cc mt hng in lnh, m phm siu th chim u th so vi ch, tuy
nhin mt hng in lnh ny i th cnh tranh trc tip khng phi l
ch m l cc siu th in my. Mt hng m phm c ngi tiu

Nhm:BIG ZERO_MR10

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dng la chn mua siu th nhiu v chim t l cao 95/196 p vin

la chn, Theo nhm nhn nh v khch hng tin tng ngun gc xut
x v chat luong ca mt hng

Cu 5: t l ngun nh hng no tc ng n vic la chn

siu th ca ngi tiu dng
V./chng
Con ci
Bn b
ng nghip
Qung co

Ch

Siu th

65
37
67
39
10

95
132
104
144
177

Khng nh
hng
36
27
25
43
9

total
196
196
196
196
196

Ta c bng phn phi s kin v ngun nh hng n quyt nh a im mua

sm:
Thy rng ngun qung co chim t l nh hng i siu th l ln nht vi
177/196 ngi c hi, v vy knh truyn thng l phn quan trng trong vic
a hnh nh ca siu th tc ng vo khch hng. Siu th Coopmart nn u t
vo nhng chng trnh truyn thng.
ng th 2 l con ci, v ng nghip. vi s kin l 132/196 v 144/196 chim
t l cng kh cao, nh hng rt ln ti quyt nh a im mua sm. Siu th

Nhm:BIG ZERO_MR10

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Coopmart nn c chng trnh hng vo tr em, v khuyn mi l yu t quan

trng nn thc hin nhng chnh sch khuyn mi dnh cho tr em.
Ngoi ra to s thch th i vi tr em, siu th nn thay i cch trng by
cho hp dn,li cun.

Cu6 : Kim nh v gi thit cho rng (1 ) siu th s th

hin phong cch sng, (2)trong tng li siu th s thay
th ch cho vic mua sm ca bn. (3)Siu th l ni dnh
cho thu nhp cao, nh nu gi thit nghin cu v
Qua iu tra nhm thy rng t l ngi ong v khng
ng v kin (1) v (3) l gn ngang nhau. iu ny th
hin r qua bng s liu v tn sut sau:

N
y kien ve phong
196
cach song
y kien ve su thay the 196
y kien ve thu nhap
196
cao
Frequency Table

Mean

Std.
Deviation

Std. Error
Mean

3.0051 1.05002

.07500

2.9745 1.04972

.07498

2.6735 1.05028

.07502

Nhm:BIG ZERO_MR10

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y kien ve phong cach song

Valid rat khong

dong y

Frequenc
Valid
y
Percent Percent

Cumulative
Percent

11

5.6

5.6

5.6

khong dong y 62

31.6

31.6

37.2

khong y kien 50

25.5

25.5

62.8

dong y

61

31.1

31.1

93.9

rat dong y

12

6.1

6.1

100.0

Total

196

100.0

100.0

(1) Trong tng s 196 mu iu tra t l tr li khng ng v ng l xp x

bng nhau 61 v 62 ngi . T l ngi rt ng v rt khng ng cng
ngang nhau. Nhm tin hnh kim nh
T bng kt xut ta thy gi tr trung bnh ca kin (1) l 3.0051 thuc [2.63.4] tc l trung bnh
H0= u>=2.6
H1 u<2.6
- Mc ngha =0.05
- Phuong php kim nh :
- W=

( x uo)
0,8

( 4,2563 4.2) 196

0 .8

=7.08> W1-=1,645

- Nn ta chp nhn H0 bc b H1 . Tc l khi i siu th khng th hin

phong cch sng

Nhm:BIG ZERO_MR10

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y kien ve su thay the

Valid rat khong

dong y

Frequenc
Valid
y
Percent Percent

Cumulative
Percent

14

7.1

7.1

7.1

khong dong y 57

29.1

29.1

36.2

khong y kien 56

28.6

28.6

64.8

dong y

58

29.6

29.6

94.4

rat dong y

11

5.6

5.6

100.0

Total

196

100.0

100.0

Nhm:BIG ZERO_MR10

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Nhm:BIG ZERO_MR10

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y kien ve thu nhap cao

Frequenc
Valid
y
Percent Percent

Cumulative
Percent

25

12.8

12.8

12.8

khong dong y 68

34.7

34.7

47.4

khong y kien 56

28.6

28.6

76.0

dong y

40

20.4

20.4

96.4

rat dong y

3.6

3.6

100.0

Total

196

100.0

100.0

Valid rat khong

dong y

Nhm:BIG ZERO_MR10

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Kim nh tng t vi hai kin cn li nhm c kt qu nh sau:

+(2)trong tng li siu th s thay th ch cho vic mua sm ca bn kim nh
a ra trung bnh tc kh nng siu th thay th cho ch l cha chc chn.
+ )Siu th l ni dnh cho thu nhp cao kin ny cha khng nh c l c
nm trong khong trung bnh hay khng.
NHN XT:
- Trn thc t vic i ch th hin khng th hin phong cch sng, chng
t siu th trong mt ngi tiu dung nng khng phi l ni xa x.
iu ny ph hp vi mc tiu ca cc siu th l ni bnh dn.
- Tuy nhin hnh nh siu th khng phi l ni dnh cho thu nhp cao v
khng th hin phong cch sng. iu ny chng t nguwoif tiu dung
c thu nhp trung bnh v thp vn c kh nng mua sm ti siu th, tuy
nhin kin Siu th l ni dnh cho thu nhp cao nhm cha a ra
c kt lun cui cng. Nu mun c kt qu th nhm cn nghin cu
them.

Cu 7:T l tn sut ti Coopmart bao nhiu ln/ tun

muc do toi coopmart
Frequenc
Valid
y
Percent Percent

Cumulative
Percent

125

68.7

68.7

68.7

2-4
lan/tuan

47

25.8

25.8

94.5

> 4 lan

10

5.5

5.5

100.0

Total

182

100.0

100.0

Valid < 2
lan/tuan

Nhm:BIG ZERO_MR10

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T bng s liu v biu ta thy,trong s 182 ngi tr li c 125 ngi c tn s

i ti coopmart di 2 ln mt tun, chim ti 68,7%(cao nht),v s ngi ti
siu th khong t 2-4 ln mt tun chim 25,8% v mc trn 4 ln ch chim
5,5%.
Kim nh gi thit c 68% ngi n Coopmart vi tn sut <2 ln/ tun
Ta tin hnh kim nh tham s t l mt tng th tm hiu t l tn sut ti
Coopmart bao nhiu ln/ tun. Vi mu ngu nhin n=182> 40 ta c:
H0= p= 0.65 S lng ngi ti coopmart vi tn sut < 2 ln/tun khng ln hn
68%
H1= p> 0.65 S lng ngi ti coopmart vi tn sut < 2 ln/tun ln hn 68%
W= 125/182= 0.6868
Z=

( fn Po) n
Po(1 Po)

(0.6868 0.65) 182

0.65(1 0.65)

1.04

Za= 1.645
Ta thy Z< Za => Chp nhn H0 bc b H1, tc l trong tng s nhng ngi mua
sm ti Cpmart c khong 65% ngi ti Coopmart vi tn sut < 2 ln/tun.

Nhm:BIG ZERO_MR10

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Tng t kim nh cho thy ch c khong 5% ngi mua sm ti Coopmart >4

ln/tun

Cu 8: cm nhn v coopmart
Vi tng th mu iu tra l 196 bn c 182 bn ngi tiu dng tng ti siu
th Coopmart ta c bng kt xut sau
Statistics

Valid

cam nhan
cam nhan ve
ve
coopmartcoopmart - giao hang
khuyen mai tan nha

cam nhan
ve
coopmartchat luong
hh

cam nhan
ve
coopmartgia ca

cam nhan ve
coopmarttinh tien

182

182

182

182

182

3.5000
3.00
3.0000

3.6099
3.00
3.0000

3.1484
3.00
3.0000

3.4835
3.00
3.0000

3.0000

4.0000

3.0000

3.0000

4.0000

4.0000

4.0000

4.0000

Missin
0
g
Mean
3.2473
Mode
3.00
Percentile 25
3.0000
s
50
3.0000
75

4.0000

cam nhan ve coopmart - khuyen mai

Valid rat khong hai

long

Frequenc
Valid
y
Percent Percent

Cumulative
Percent

1.6

1.6

1.6

khong hai long 15

8.2

8.2

9.9

binh thuong

105

57.7

57.7

67.6

hai long

52

28.6

28.6

96.2

rat hai long

3.8

3.8

100.0

Total

182

100.0

100.0

Nhm:BIG ZERO_MR10

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cam nhan ve coopmart- giao hang tan nha

Valid khong hai

long

Frequenc
Valid
y
Percent Percent

Cumulative
Percent

11

6.0

6.0

6.0

binh thuong 91

50.0

50.0

56.0

hai long

58

31.9

31.9

87.9

rat hai long 22

12.1

12.1

100.0

Total

100.0

100.0

182

cam nhan ve coopmart-chat luong hh

Valid rat khong hai

long

Frequenc
Valid
y
Percent Percent

Cumulative
Percent

.5

.5

.5

khong hai long 4

2.2

2.2

2.7

binh thuong

82

45.1

45.1

47.8

hai long

73

40.1

40.1

87.9

rat hai long

22

12.1

12.1

100.0

Total

182

100.0

100.0

Qua iu tra v t bng kt xut trn nhm chng em nhn thy rng s lng
ngi hi lng vi cht lng hng ha ti Coopmart chim t l kh cao 73/182
mu hi lng vi chat lng hng ha chim 40.1% , th hai l bnh thng
chim 45.1% , hi lng 40.1%. Vy nn nhm nhn nh khch hng hi lng vi
cht lng hng ha ca coopmart.
Kim nh v s hi lng ca khch hng v Cht lng hng ha ti Coopmart.

Nhm:BIG ZERO_MR10

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H0= u>= u0=3,41 Khch hng hi lng vi cht lng hng ha Coopmart
H1 u< u0=3,41 Khch hng khng hi lng vi cht lng hng ha Coopmart
Mc ngha =0.05
- Phuong php kim nh :
- W=

( x uo)
0,8

(3,6099 3,4) 182

0.8

=3,5396> W1-=1,645

- Ta chp nhn H0, bc b H1 tc l khch hng hi lng vi yu t cht

lng hng ha ca siu th coopmart.

cam nhan ve coopmart- gia ca

Valid rat khong hai

long

Frequenc
Valid
y
Percent Percent

Cumulative
Percent

1.6

1.6

1.6

khong hai long 26

14.3

14.3

15.9

binh thuong

102

56.0

56.0

72.0

hai long

43

23.6

23.6

95.6

rat hai long

4.4

4.4

100.0

Total

182

100.0

100.0

Nhm:BIG ZERO_MR10

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cam nhan ve coopmart- tinh tien

Valid rat khong hai

long

Frequenc
Valid
y
Percent Percent

Cumulative
Percent

1.1

1.1

1.1

khong hai long 13

7.1

7.1

8.2

binh thuong

84

46.2

46.2

54.4

hai long

61

33.5

33.5

87.9

rat hai long

22

12.1

12.1

100.0

Total

182

100.0

100.0

T bng kt xut v kim nh tng t i vi cc nhn t cn li ta c bng sau:

Yu t
S hi lng
Khuyn mi
Bnh thng
Giao hng tn nh(1,686)
Hi lng
Cht luong(10.9)
Hi lng
Gi c
Bnh thng
Tnh tin
Bnh thng

Qua iu tra v phn tch trn 182 bn mu nhm thy rng cc yu t l khng
c khch hng cm nhn ging nhau, v vy nhm tim hnh kim nh v
phn tch trn tng th v c kt qu nh sau:

Nhm:BIG ZERO_MR10

GVHD: TS.NG TH LIN H

Ranks
Mean
Rank
cam nhan ve
coopmart - khuyen 2.71
mai
cam nhan ve
coopmart- giao hang 3.19
tan nha
cam nhan ve
coopmart-chat luong 3.43
hh
cam nhan ve
2.52
coopmart- gia ca
cam nhan ve
3.16
coopmart- tinh tien

Test Statisticsa
N
ChiSquare
df
Asymp.
Sig.

182
65.217
4
.000

a. Friedman Test
Kim nh:
H0= Mc hi lng gia cc yu t l ging nhau
H1= Mc hi lng gia cc yu t l khng ging nhau
Vi Chi bnh phng = 65.217 v p-value = 0.000 <0.05 nn ta bc b H0 chp
nhn H1 hay c s khc bit trong mc hi lng ca khch hng v cc yu
t gi c, chat lng, v coopmart.

Nhm:BIG ZERO_MR10

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KT LUN:T bng phn tch trn nhm nhn thy rng khch hng hi lng v
cht lng hng ha v dch v giao hng tn nh ca siu th Coopmart. Cn cc
yu t gi c, chng trnh khuyn mi, cung cch tnh tin khch hng cha hi
lng. Siu th cn phi iu chnh li chnh sch khuyn mi v nh nu cu
trn khuyn mi cng l yu t quan trng quyt nh n hnh vi mua sm,l mt
trong nhng yu t m khch hng quan tm,
+ i ng nhn vin bn hng v cch tnh tin cng nh hng ti thi gian mua
sm m thi gian l yu t m khch hng quan tm nn siu thi cn ci thin khu
tnh tin nhanh gn, trnh khch hng ch lu trong lc i mua sm.

Cu 9: Xc nh t l thi gian khch hng ti Coopmart:

thoi gian toi coopmart

Valid buoi sang

Frequenc
Valid
y
Percent Percent

Cumulative
Percent

16

8.8

8.8

8.8

buoi chieu 35

19.2

19.2

28.0

buoi toi

118

64.8

64.8

92.9

sang va
chieu

.5

.5

93.4

sang va toi 2

1.1

1.1

94.5

chieu va toi 10

5.5

5.5

100.0

Total

100.0

100.0

182

Nhm:BIG ZERO_MR10

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T bng iu tra nhm nhn thy rng hu ht p vin u chn ti siu th

Coopmart vo bui ti vi tng s ngi c hi l 182 th c ti 130 p vin
chn bui ti( 0,71).
Da vo th ta tin hnh kim nh tham s t l v mt tng th tm thi
gian m khch hng thng xuyn ti siu th coopmart.
Vi mu ngu nhin 182 >40
H0: p= 0.7 ( s lng ngi ti coopmart vo thi gian bui ti chim 70% trong
tng s ngi ti coopmart)
H1: p# 0.7 (s lng ngi ti coopmart vo thi gian bui ti chim 70% trong
tng s ngi ti coopmart)
Ta c:
W= 130/182= 0.71
Z=

( fn Po) n
(0.71 0.7) 182

0.29
Po(1 Po)
0.7(1 0.7)

Za= 1.645
Ta thy Z< Za => Chp nhn H0 bc b H1, tc l s lng ngi ti coopmart vo
thi gian bui ti chim 70% trong tng s ngi ti coopmart.

Cu 10: Kim nh s khc nhau gia gii tnh v tn sut

ti Co.opmart
Theo nh gi thit m nhm da ra t trc cho rng gii tnh nh hng
ti tn sut i siu th Coopmart
Group Statistics

muc do toi
coopmart

gioi
tinh
dap
vien

nam
nu

Mean

Std.
Deviation

Std. Error
Mean

59

1.4576

.65184

.08486

123

1.3252

.55065

.04965

Nhm:BIG ZERO_MR10

GVHD: TS.NG TH LIN H

Independent Samples Test

Levene's
Test for
Equality
of
Variance
s
t-test for Equality of Means

F
muc
do toi
coop
mart

Sig. t

95% Confidence Interval of

Mean
Sig. (2- Differen Std. Error the Difference
df tailed) ce
Difference Lower
Upper

Equ
al
vari
anc 5.4
1.4 18
.021
.155
es 43
29 0
ass
um
ed

.13242

.09267

-.05043

.31528

Equ
al
vari
anc
es
not
ass
um
ed

.13242

.09832

-.06266

.32751

98.
1.3
98 .181
47
9

Trong tng s 182 ngi tr li tng n coopmart th c 59 p vin l nam

cn li l n. ta dng kim nh tham s trung bnh hai mu. Hai bin l
+ bin c lp: Gii tnh
+bin ph thuc: tn sut ti siu th
- Kim nh:
- H0= Tn sut ti siu th Coopmart l ging nhau gia nam v n

Nhm:BIG ZERO_MR10

GVHD: TS.NG TH LIN H

- H1= Tn sut ti siu th Coopmart l khc nhau gia nam v n

- T bng trn ta thy Sig.= 0.21>0.05 nn ta dung kt qu dong th 2.
Ta thy t= 1.347 v p-value =0.181>0.05 ta cha c c s bc b
H0 v cha th chp nhn H1. Vy nhn nh ca nhm v vic c s
khc nhau gia nam v n trong vic ti siu th coopmart l khng
ng. iu ny c th c gii thch theo mt s nguyn nhn sau:
- Ngy nay vic ni tr hay ch khng cn l do ngi ph n m
nhn hon ton na, thay vo , do cng vic v s pht trin xa hi
vic i mua sm c s tham gia ca ngi n ng
- Vic ti siu th khng ch l mua sm thc phm n thun m cn l
gii tr hay mua cc dng thit b nh in lnh, trong nhng quyt
nh mua sm ny s nh hng ca ngi n ng l rt ln.
- Hin nay tui ci hi ang ngy cng tang cao v vy t l nam thanh
nin c thn l cao. Mt khc n ng thng khng thch mc c v tr
gi nn vic la chn siu th hoc cc shop(ni m khng c vic tr
gi)
KT LUN: Siu th cn nhn thy rng khch hng mc tiu ca mnh khng
phi ch l n gii m l c nam gii na.

Cu 11: Kim nh mi quan h gia thu nhp v tn sut

ti coopmart
ANOVAb
Sum of
Squares

df

Mean
Square

Sig.

Regression 7.692

7.692

7.941

.005a

Residual

175.324

181

.969

Total

183.016

182

Model
1

a. Predictors: (Constant), muc do toi coopmart

b. Dependent Variable: thu nhap dap vien

Nhm:BIG ZERO_MR10

GVHD: TS.NG TH LIN H

V F= 7.941 v p-value =0.005 nn chng ta c th khng nh tn ti mi quan h

gia hai bin mc i siu th v thu nhp trn tng th.

Model Summaryb
Model R
1

.205a

Adjusted R
R Square Square

Std. Error of
the Estimate

.042

.98420

.037

R2= 0.042 c ngha l bin s thu nhp

s gii thch 4,2% mc ti
Coopmart/tun ca ngi dn
V R2= 0.042 < 0.3 nn hai bin trn c
mi quan h rt yu.
Coefficientsa
Unstandardized
Coefficients

Standardized
Coefficients

Std. Error

Beta

(Constant)

1.667

.185

muc do toi
coopmart

.350

.124

Model
1

.205

Sig.

8.997

.000

2.818

.005

Ta c t1 =2.818 v p-value =0.005<0.05 nn ta khng nh tn ti mi quan h gia

hai bin thu nhp v tn sut i coopmart vi h s gc b1= 0.350
Phng trnh hi quy:
Y= 1.667 + 0.350X +e
III. NHN XT-KT LUN V XUT PHNG N

Nhm:BIG ZERO_MR10

GVHD: TS.NG TH LIN H

Hin nay t l ngi tiu dng Nng chn siu th l ni mua sm chnh chim
t l rt thp ch 10%, trong khi lng khch hng va chn ch va chn siu th
chim t l rt cao 77%. T l c cu ny cho thy ngi tiu dng nng vn
cha thc s xem siu th l ni tin cy v t lng trung thnh khi mua sm.
Qua nghin cu cho thy rng trong hnh vi mua ca ngi tiu dng, cc yu t
m ngi tiu dng quan tm v nh hng rt nhiu ti quyt nh la chn a
im mua sm l Cht lng hng ha, gi c, tit kim thi gian, chng trnh
khuyn mi, thi phc v.
Song song i vi siu th Coopmart nhng yu t m khch hng hi lng l
cht lng hng ha v dch v giao hng tn nh, Coopmart nn cn c vo im
mnh ca mnh c nhng quyt nh ph hp v gi c v chng trnh khuyn
mi..
- Qua kt qu iu tra cho th: Thc phm l mt hng khng th thiu
trong i sng l mt hng thit yu, tuy nhin ngi tiu dng phn ln
vn trung thnh vi vic mua thc phm ch(56,1%) .Nhiu kin cho
rng, ngi tiu dng chn mua thc phm ch v ch c nhiu loi
thc phm hn, gi c r hn v ti ngon hn. Mt khc, ngi tiu
dng cng cho rng gi v siu th l t hn ch. Vi vn ny
siu th c th cn nhc iu chnh li mc gi, hoc mt hng thc phm
cho ph hp.
- Qun o : siu th nn c chnh sch gi hoc tng a dng mu m,
kiu dng to s n tng v to lp lng trung thnh khi mua qun o ti
siu th.
- Cc mt hng in lnh, m phm siu th chim u th so vi ch, tuy
nhin mt hng in lnh ny i th cnh tranh trc tip khng phi l
ch m l cc siu th in my. Mt hng m phm c ngi tiu
dng la chn mua siu th nhiu v chim t l cao 95/196 p vin
la chn, Theo nhm nhn nh v khch hng tin tng ngun gc xut
x v cht lng ca mt hng. Siu th cn c chnh sch tng quy m,
chng loi v cht lng u vo cho ngnh hng ny.
Qua iu tra chng ti nhn thy rng,khch hng ti siu th tp trung ch yu vo
bui ti,iu ny s lm cho h thng giao dch ti siu th vo bui ti qu ti, gy

Nhm:BIG ZERO_MR10

GVHD: TS.NG TH LIN H

mt cn bng v c s chnh lch ln v s lng khch hng ti siu th.im

ny coopmart cn b thua km so vi cc siu th khc.Chnh v vy,siu th nn c
cc chng trnh khuyn mi nhm kch thch s ch vi khch hng lm sao
tng s ngi ti vo bui sng v chiu.Bn cnh th mc ti siu th ch
yu di 2 ln/tun, mc ny cn t.
Kt qu iu tra cho thy,gii tnh v tn sut ti coopmart c mi quan h vi
nhau,by gi vic i mua sm khng cn vic ca ph n na m t l n ng i
mua sm ti siu th kh cao v gii tnh khng nh hng n quyt nh la chn
a im mua sm.iu ny t ra vn ,siu th cn xem li khch hng mc tiu
v iu quan trng l thu nhp cng nh hng ti tn sut i siu th mc d mi
quan h ny khng cht ch.