MC LC

li ni u ...................................................................................................................................................................................... 24 MC CH CA CHnG TRnH ................................................................................................................................................ 25 i TnG THAM GiA CHnG TRnH ................................................................................................................................. 26 C Sn PHM ............................................................................................................................................................................ 26 CC Tiu CH nH Gi Sn PHM ........................................................................................................................................ 26 PHn nHM Sn PHM .............................................................................................................................................................. 27 CC GiAi On THC Hin CHnG TRnH ........................................................................................................................ 28 PHn TCH V TnG HP KT Qu .......................................................................................................................................... 28 BnH CHn, nH Gi CA nGi Tiu DnG V CC Sn PHM VT T, KiM KH............................................ 30 BnH CHn, nH Gi CA nGi Tiu DnG V CC Sn PHM Vn PHnG PHM ..................................... 34 BnH CHn, nH Gi CA nGi Tiu DnG V CC Sn PHM TRAnG SC, DnG GiA nH .......... 38 BnH CHn, nH Gi CA nGi Tiu DnG V CC Sn PHM THiT B PHC V Sn XuT .................. 42 BnH CHn, nH Gi CA nGi Tiu DnG V CC Sn PHM HA CHT, VT T nnG nGHiP ....... 46 BnH CHn, nH Gi CA nGi Tiu DnG V CC Sn PHM in, in T V PH Kin ............ 51 BnH CHn, nH Gi CA nGi Tiu DnG V CC Sn PHM VT liu XY DnG ................................... 56 BnH CHn, nH Gi CA nGi Tiu DnG V CC Sn PHM ni THT, nGOi THT ............................. 61 BnH CHn, nH Gi CA nGi Tiu DnG V CC Sn PHM MAY MC, GiY DP ................................... 65 BnH CHn, nH Gi CA nGi Tiu DnG V Sn PHM DC PHM, THC PHM CHC nnG ...... 69 BnH CHn, nH Gi CA nGi Tiu DnG V CC Sn PHM unG ....................................................... 73 BnH CHn, nH Gi CA nGi Tiu DnG V CC Sn PHM nG SA, BnH KO ......................... 78 BnH CHn, nH Gi CA nGi Tiu DnG V CC Sn PHM THC PHM CH Bin .............................. 82 BnH CHn, nH Gi CA nGi Tiu DnG V nHM CC Sn PHM KHC ................................................. 87 BnH CHn, nH Gi CA nGi Tiu DnG V CC DCH V nGn HnG, BO HiM ................................ 92 BnH CHn, nH Gi CA nGi Tiu DnG V CC DCH V Vin THnG, Du lCH .................................... 97 BnH CHn, nH Gi CA nGi Tiu DnG V CC DCH V THnG Mi ....................................................101 BnH CHn, nH Gi CA nGi Tiu DnG V nHM CC DCH V KHC .....................................................106

Li ni u
Bo co nh gi s hi lng ca ngi tiu dng l mt phn quan trng trong cc ni dung ca D n kho st TOP 500 Sn phm - dch v hng u ti Vit Nam do ngi tiu dng bnh chn c hon thnh bi nhm chuyn gia ca Trung tm Thng hiu v B mn Qun tr Thng hiu thuc Trng i hc Thng mi H ni, da trn c s d liu t kt qu bnh chn qua mng ti trang www.sanphamdichvuhangdau.vn do Ban Th k ca Chng trnh cung cp, t kt qu kho st qua phiu tr li trc nghim v phng vn trc tip do cc chuyn gia ca B mn Qun tr Thng hiu thc hin. Tht kh c th c c nhng d liu hon ton c lp v khch quan khi mu kho st cn hn ch v quy m v nht l kt qu bnh chn qua mng internet. Tuy nhin, nhm nghin cu n lc minh chng v nhn nh da vo cc ngun d liu khc, nht l t kt qu phng vn mong mun cung cp thng tin mt cch a chiu, khch quan hn n vi ngi tiu dng cng nh cc doanh nghip. Hy vng Bo co ny l mt knh thng tin c tnh khch quan v tin cy nht nh ngi tiu dng v doanh nghip c th tham kho trong nhng tnh hung khc nhau. Khi phn tch, nhm nghin cu khng th nu tt c nhng nhn xt v nh gi ca ngi tiu dng trong khun kh Bo co ny v cng khng tin nu nhng nhn xt mang tnh tiu cc i vi nhng sn phm c th. Trong nhng tnh hung nh vy, nu c nhiu sn phm c ngi tiu dng a ra nhn xt tiu cc th ni dung c nu chung cho ng thi nhng sn phm thuc nhm. Mc d vy, nhng nhn xt vn cha th c coi l i din ca tt c ngi tiu dng. V th, khi tham kho ti liu ny, nhm nghin cu khuyn co ngi c hy cn nhc s dng v trch dn sao cho y v c tnh khch quan. y l ti liu i km ca D n kho st TOP 500 Sn phm - dch v hng u ti Vit Nam do ngi tiu dng bnh chn . Ban t chc Chng trnh v nhm nghin cu khng chu trch nhim v vic s dng v s trch dn khng khch quan, c coi l c hm ca bt k c nhn hay t chc no nu khng c s ng v thng nht vi Ban T chc Chng trnh v nhm nghin cu. c hon thnh trong thi gian ngn v vi nhng g cn hn ch ca nhm nghin cu, chc chn ni dung ca Bo co s khng trnh khi nhng s sut. Rt mong nhn c nhng gp qu bu t c gi. Xin trn trng cm n!
H Ni, thng 12 nm 2011

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MC CH CA CHNG TRNH
D n kho st v xp hng TOP 500 Sn phm - dch v hng u ti Vit Nam do ngi tiu dng bnh chn c thc hin nhm mc ch: Kho st, ly kin ngi tiu dng v nhng hng ha, dch v ti Vit nam, gip cc doanh nghip c ci nhn chun xc v khch quan hn i vi chnh cc sn phm do mnh ang cung ng trn th trng theo tip cn nhu cu tiu dng. T , cc doanh nghip c th iu chnh v chun ha cc hot ng sao cho to ra c nhng sn phm ph hp nht vi nhu cu v hm cha nhng gi tr khc bit li cun c s ch v ham mun tiu dng ca khch hng. Khuyn khch, ng vin i vi cc doanh nghip c sn phm c ngi tiu dng nh gi cao, h tr qung b nhng sn phm v thng hiu sn phm uy tn n vi ngi tiu dng v gp phn nng cao nng lc cnh tranh cho sn phm ca doanh nghip. Hnh thnh knh thng tin khch quan v cc loi hng ha, dch v h tr ngi tiu dng trong la chn sn phm tiu dng, to s lin kt tt hn gia thng hiu, sn phm v ngi tiu dng, tin ti xy dng mt thng hiu chng nhn v s hi lng ca khch hng cho cc sn phm ca Vit nam. Khi dy nim t ho ca cc doanh nghip Vit nam, hng ng cuc vn ng Ngi Vit Nam u tin dng hng Vit Nam, gp phn nng cao v th ca sn phm Made in Vietnam trn th trng v tng bc tham gia xy dng Thng hiu quc gia thng qua cc sn phm tiu dng.

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I TNG THAM GIA CHNG TRNH

i tng tham gia Chng trnh l cc sn phm (gm c hng ha v dch v) ang c kinh doanh hp php trn lnh th Vit nam, khng vi phm cc quy nh v s hu tr tu, v ngun gc xut x; khng vi phm quy nh v v sinh, an ton v mi trng. Tham gia Chng trnh c th l nhng sn phm n l hoc nhm sn phm mang thng hiu ring hoc thng hiu ca doanh nghip (k c doanh nghip phn phi sn phm). Vi mc ch nhm ghi nhn, ng vin cc thng hiu v sn phm Vit nam v hng ng cuc vn ng ngi Vit nam u tin dng hng Vit nam, Chng trnh khuyn khch s tham gia ca cc sn phm c ngun gc xut x ti Vit nam.

C SN PHM
Sn phm, dch v tham gia D n kho st c c t cc ngun sau y: c t uBnD cc Tnh, Thnh ph trong c nc; c t cc Hip hi ngnh ngh, Cu lc b ngnh hng hoc ngh nghip; c ca cc doanh nghip sn xut hoc doanh nghip phn phi sn phm (trc tip n Ban t chc Chng trnh hoc qua website sanphamdichvuhangdau.vn; c ca ngi tiu dng trc tip qua trang www.sanphamdichvuhangdau.vn); Cc pht hin v c ca Ban Th k Chng trnh. Mt doanh nghip c th c c ng thi nhiu sn phm ring bit hoc c cho nhm sn phm tng ng. Ban Th k Chng trnh gi quyn chp nhn hoc loi b sn phm, dch v khi Danh sch c v Danh sch bnh chn v nhng l do vi phm khc nhau c cng b m khng cn phi thng tin phn hi n doanh nghip s hu sn phm.

CC TIU CH NH GI SN PHM
Cc sn phm s c nh gi da theo 4 tiu ch ch yu o lng s hi lng ca khch hng da theo cht lng cm nhn (perceived quality) v uy tn thng hiu. Cc tiu ch nh gi c thng nht bi cc chuyn gia c uy tn cao v thng hiu v gm: Chtlngcasnphm: Tiu ch ny c xc nh ch yu theo cht lng thc dng ca sn phm, da trn cc c tnh ca sn phm (i vi hng ho l bn, s thun tin trong tiu dng, mc an ton...; i vi dch v l tnh thit thc, s thun tin, tin cy...) v kh nng sn phm tho mn nhu cu thc dng ca ngi tiu dng. Gicvichtlngsnphm: Tiu ch ny khng cp theo gc sn phm phi c gi r m l s ph hp (tng quan) ca gi c sn phm vi cht lng thc dng v nhng gi tr gia tng m sn phm mang li cho ngi tiu dng. Mum,hnhthccungcpsnphmvdchvgiatng: y l tiu ch nh gi ring cho hnh thc ca sn phm (nhm gip ngi tiu dng d nhn bit hn, c cm nhn ban u tt hn v thch th hn khi tiu dng, mc d nhng c tnh ny thc cht nm trong tiu ch cht lng sn phm). l kiu dng, mu m, mu sc i vi hng ho; s a dng v chng loi, mc chi tit v hnh thc cung cp i vi dch v. Cc dch v b sung nh t vn, chm sc sau bn, lp t, vn hnh th nhn t mt gc no th tiu ch ny c bao hm trong cht lng cm nhn (perceived quality), nhng dch v gia tng lun l im nhn trong cnh tranh gia cc sn phm cng loi. Uytncathnghiu: Tiu ch uy tn ca thng hiu mang li gi tr cm nhn v gi tr c nhn cao cho ngi tiu dng khi tiu dng sn phm mang nhng thng hiu c ngi tiu dng nh gi cao. y l mt tiu ch rt quan trng, hin nay ang rt c ch mc d khng d g nh gi chng mt cch chi tit v khch quan. Bn tiu ch nu trn c mc quan trng khc nhau khi tham gia vo to dng s hi lng cho khch hng ca sn phm. Vic xc nh chnh xc mt h s quan trng cho tng tiu ch l khng d dng, v th, nhm chuyn gia nghin cu da vo kinh nghim ca nhng ln nh gi trc y, cng nh xc nh tr s trung bnh ca cc chuyn gia c ly kin, theo 2 tiu ch c h s quan trng nh nhau v mc cao hn l: Cht lng v uy tn thng hiu; 2 tiu ch cn li (gi c v mu m, dch v) c mc quan trng bng nhau v thp hn.

26

PHN NHM SN PHM

thun tin cho vic nh gi v bnh xt, nhm nghin cu tin hnh phn nhm cc sn phm c theo c tnh cng dng v phm vi s dng da trn 52 nhm sn phm c phn loi tin hnh bnh chn trn mng internet. Do c mt s nhm sn phm c ch c t sn phm c bnh chn v cng v mt s trng hp c bit, nhm sn phm c no c tnh song trng cao, chng ti la chn phng n ghp n gin vo mt nhm phn loi tng thch thun tin hn cho qu trnh th hin v phn tch, nh gi. Cc nhm sn phm c c chia li phn tch nh sau: Nhm cc sn phm vt t kim kh: Gm cc loi thp xy dng; thp hnh v cc loi tn m mu; cc sn phm kim kh khc... Nhm cc sn phm vn phng phm: Gm cc loi giy, vn phng phm; vt dng v sinh c nhn Nhm cc sn phm trang sc v dng gia nh: Gm cc loi trang sc t vng bc, qu; dng gia nh; dng c un nu, thit b nh bp. Nhm cc thit b phc v sn xut: Gm cc loi my ch bin nng sn, my nng nghip; thang my, my pht in, t thng mi, xe my Nhm cc sn phm ha cht v vt t nng nghip: Gm cc loi phn bn, thuc bo v thc vt; bt git, du gi; kem nh rng, bt git Nhm cc sn phm in gia dng v ph kin: Gm cc loi in gia dng; dy v cp in; cc ph kin mng in Nhm cc sn phm vt liu xy dng: Gm cc loi xi mng; sn phm gch xy, gch ngi p lt; b tng ti; sn v mt s vt liu khc. Nhm cc sn phm ni, ngoi tht: Gm cc loi rm ca; bn gh, ging t; ca i v ca s t g, nha; ni tht vn phng; vt t trang tr Nhm cc sn phm may mc, giy dp: Gm cc loi trang phc; giy dp cc loi v mt s sn phm khc nh chn, ga, gi nhm cc sn phm dc phm v thc phm chc nng: Gm cc loi dc phm (ng, nam dc); cc dng thc phm chc nng v sn phm h tr iu tr Nhm cc sn phm ung: Gm cc loi ru, bia; nc gii kht; cc loi tr, c ph Nhm cc sn phm ng sa, bnh ko: Bao gm cc loi ko, bnh; sa bt, sa ti v sn phm ch bin t sa; sn phm ng knh Nhm cc sn phm thc phm ch bin: Gm cc loi m n lin; bt ngt, gia v; nc mm; du n; thc phm ng lnh; thc phm ch bin khc Nhm cc sn phm khc: Gm cc loi du nht ng c; cc sn phm nha; dng c th thao; m bo him; pin, c quy; sn phm m ngh Nhm cc sn phm dch v ngn hng, bo him: Gm cc dch v ngn hng (tn dng, th, dch v thanh ton); dch v bo him; dch v chng khon Nhm cc sn phm dch v vin thng, du lch: Gm cc dch v vin thng; chuyn pht nhanh, bu chnh; du lch, ngh dng, vui chi; vn chuyn Nhm cc sn phm dch v thng mi: Gm dch v bn l ti cc siu th; nhp khu; kinh doanh bt ng sn; bn v bo hnh t Nhm cc sn phm dch v khc: Gm nhiu cc dch v nh t vn kin trc v thit k, t vn lut v cng chng; dch v bo v; v nhiu dch v h tr doanh nghip khc.

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CC GIAI ON THC HIN CHNG TRNH

Chng trnh c thc hin t thng 3 n thng 12/2011 v qua 3 giai on: Giaion1:cvtipnhnc,tinhnhbnhchnquamng (c tin hnh t thng 3 n ht thng 10 nm 2011) Ban Th k Chng trnh trc tip c v tip nhn cc c sn phm tham gia Chng trnh t cc ngun khc nhau. Cc doanh nghip v c nhn c th t c trc tip theo tng nhm sn phm c phn loi v cng b trn trang www.sanphamdichvuhangdau.vn Tin hnh phn loi sn phm theo nhm v ng ti sn phm trn mng t chc cho bnh chn online. Giai on c sn phm c kt thc vo ngy 31 thng 10 nm 2011. Vic bnh chn sn phm, dch v c tin hnh hon ton qua mng internet trn trang www.sanphamdichvuhangdau.vn (bt u t ngy 01.03.2011 n ht ngy 31.10.2011) da theo 4 tiu ch c cng b. Kt thc giai on 1, Ban th k Chng trnh s tp hp ton b danh sch sn phm, dch v c vi s lt bnh chn cho tng tiu ch chuyn cho b phn phn tch x l kt qu. Giaion2:Khosttrctipngitiudngti3minBc-Trung-NamvXlvphntchdliu,vitBoconhgi (c tin hnh t thng 10.2011 n 05.12.2011) c thc hin bi nhm chuyn gia ca Trung tm Thng hiu v B mn Qun tr Thng hiu thuc Trng i hc Thng mi H ni. Kho st ngi tiu dng qua phiu tr li trc nghim ti cc a phng: H ni, Hng Yn, Thi Bnh, Ph Th, Tuyn Quang, ngh An, Thanh Ha, Qung Bnh, nng, TP. H Ch Minh, Bnh Dng, Bnh Thun. Tng s phiu iu tra trc nghim c pht ra l 6000. S phiu thu v l 2952 phiu v s phiu iu kin phn tch l 2550 phiu. Phng vn trc tip 85 lt ngi tiu dng ti H ni, Tuyn Quang, Hng Yn, nng thu thp nhng kin v nhn nh c th ca h v cc nhm sn phm (c kin tiu cc v kin tch cc). X l v phn tch cc s liu la chn Danh sch TOP 500 sn phm, dch v. Vit Bo co nh gi v cc nhm sn phm, dch v. Giai on 3: T chc l cng b kt qu d n kho st. c din ra vo 18h ngy 23 thng 12 nm 2011 ti Khch sn DAEWOO, TP H ni.

PHN TCH V TNG HP KT QU

C 3 d liu quan trng phn tch v tng hp kt qu nh gi, l: Kt qu bnh chn t trang www.sanphamdichvuhangdau.vn. T kt qu bnh chn qua trang www.sanphamdichvuhangdau.vn, cc chuyn gia xc nh im bnh chn (Pbc) bng cch tnh tng s lt bnh chn ca c 4 tiu ch, trong , tiu ch cht lng sn phm v tiu ch uy tn thng hiu c nhn h s quan trng l 2, vi hai tiu ch cn li s nhn vi h s l 1. Cc phn tch v s lt bnh chn ca tng nhm sn phm c th hin rt c th v sinh ng trong Bo co ny theo tng tiu ch ring bit vi cc biu ct minh ha. Kt qu kho st ngi tiu dng qua Phiu tr li trc nghim. Kt qu kho st ngi tiu dng qua phiu tr li trc nghim c tp hp xc nh im hi lng (Phl) cho tng sn phm c th bng cch tnh H s hi lng (k) v quy i theo thang im tng ng, trong h s (k) c xc nh bng cch ly tng im ca cc phiu kho st chia cho tng s phiu kho st (vi phiu kho st chn mc Rt hi lng th c tnh l 3 im, phiu chn mc Hi lng th tnh 1 im v phiu chn mc Khng hi lng th tnh 0 im). Cc phn tch v kt qu kho st qua phiu v phng vn c tng hp theo tng loi sn phm v trnh by phn cc nh gi cho tng nhm sn phm.

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 Kt qu phng vn trc tip ngi tiu dng. Kt qu phng vn c dng minh ha cho qu trnh phn tch v l gii nhng bt thng t cc kt qu bnh chn v kho st. Bn cnh , d liu phng vn cn c dng h tr qu trnh xt chn ca Ban t chc. im sng lc (Psl) l im c dng xc nh sn phm, dch v lt vo Danh sch ngh ca TOP 500, theo , c tnh t tng ca im bnh chn (Pbc) v im hi lng (Phl) (vi h s 2 cho im hi lng v h s 1 cho im bnh chn).

29

BnH CHn, nH Gi CA nGi Tiu DnG V CC Sn PHM VT T, KiM KH

30

Cc sn phm vt t kim kh c c khng nhiu v khng a dng nh nhng nhm sn phm khc, trong tp trung ch yu vo cc sn phm thp xy dng (bao gm c cc loi thp cun, thp tm v thp cy); thp hnh c sn xut ti Vit nam v cc loi tn m mu dng trong xy dng. Cc sn phm kim kh khc c c cn kh hn hp. Trong tng s 74 sn phm c c v bnh chn ca ngi tiu dng qua mng internet, cc sn phm c s lt bnh chn nhiu nht cho tiu ch cht lng l Sn phm tn lnh ca Cng ty c phn tn ng (vi 7512 lt bnh chn), Sn phm thp ng Vit c ca Cng ty c phn thp Vit c (vi 7511 lt), Sn phm thp ng Ha Pht ca Cng ty TnHH ng thp Ha Pht (6731 lt), Sn phm kim kh ca Cng ty c phn kim kh Min Trung (3562 lt), Sn phm thp xy dng ca Cng ty TnHH thp Pomina (2694 lt), Sn phm thp cun ca Cng ty gang thp Thi nguyn (2503 lt), Sn phm ng inox ca Cng ty c phn Hu lin Chu (2432 lt), Sn phm thp tm, l ca Cng ty thp tm l Ph M (PFS) (2322 lt), Sn phm thp thanh vn ViS ca Cng ty thp Vit - (2230 lt), Sn phm tn m mu ca Cng ty TnHH thng mi v sn xut thp TVP (2157 lt), Sn phm thp xy dng ca Cng ty thp Vit - Hn (VSC-POSCO) (2062 lt). Cc sn phm c s lt bnh chn t hn cho tiu ch cht lng in hnh l: Sn phm tn cch nhit ca Cng ty TnHH cch m cch nhit Phng nam (vi 85 lt bnh chn), Sn phm st trang tr ca Cng ty st m thut Trm linh (295 lt), Sn phm inox ca Cng ty TnHH C Kh Mnh Hng (328 lt), Sn phm tn ca Cng ty tn Phng nam (356 lt), Sn phm thp Sng Hng ca Tng Cng ty c phn Sng Hng (381 lt), Sn phm thp hnh ca Cng ty c phn u t & kinh doanh thp nhn lut (409 lt) v Thp m km nhng nng ca Cng ty c phn ch to kt cu thp VnECO.SSM (416 lt). S lt bnh chn trung bnh cho cc sn phm ca nhm ny nm trong khong 1388 lt v c l y l mt trong nhng nhm sn phm c s chnh lch rt cao gia sn phm c s lt bnh chn nhiu nht (vi 7512 lt) v

sn phm c s lt bnh chn t nht (ch c 85 lt). Mc d c s lt bnh chn kh cao, nhng s lng bnh lun (comment) ca ngi tiu dng cho cc sn phm kim kh khng nhiu, dng nh ch l nhn nh chung chung khng c th. V tiu ch gi c, cng c s chnh lch kh cao v s lt bnh chn gia sn phm c bnh chn nhiu nht (vi 7445 lt) v sn phm c bnh chn t nht (ch c 47 lt bnh chn). Cc sn phm c s lt bnh chn nhiu l Tn ng (7445 lt), Thp ng Vit c (4572 lt), Thp ng Ha Pht (4541 lt), Thp thanh vn Vit - (1898 lt) Thp cun Thi nguyn (1889 lt), ng inox Hu lin Chu (1538 lt), Thp xy dng Vit-Hn (1526 lt). Cc sn phm c s lt bnh chn t nht in hnh l Tn mt Phng nam (47 lt), Thp tm Chu (62 lt), Thp Trung nguyn (124 lt), ng ng Ton Pht (126 lt) Cp thp Hi Phng (134 lt). S chnh lch cng rt cao gia sn phm c bnh chn nhiu nht v sn phm c bnh chn t nht trong nhm ny cho tiu ch gi c sn phm. Vi cc sn phm va c t lt bnh chn cho gi c, va c t lt bnh chn cho cht lng cng ng ngha ngi tiu dng cha tht s hi lng vi chng. V tiu ch s a dng ca mu m sn phm v dch v b sung, s chnh lch cng kh ln gia cc sn phm trong nhm v tp trung ch yu vn l nhng sn phm c nh gi cao v cht lng v gi c. ngc li nhng sn phm c s lt bnh chn thp vn thuc nhm tng ng vi cc sn phm t c bnh chn cho 2 tiu ch cht lng v gi c (in hnh l Tn mt Phng nam - c s lt bnh chn cho tiu ch mu m, dch v ch l 72 lt). nhn chung, vi tiu ch mu m v dch v i km, dch v b sung, nhm sn phm ny c s lt bnh chn khng nhiu bi tnh phc tp v kh lng ha cho tiu ch ny. ngoi tr mt s trng hp nh ca Thp gn Vina Kyoei, Thp ng Vit c, Thp ng 190, inox i Pht l c s lt bnh chn cho tiu ch mu m, dch v thp hn s lt bnh chn cho tiu ch cht lng v tiu ch gi c, s cn li nhn chung c bnh chn nhiu hn (thm ch nhiu hn n 10 -20% so vi hoc tiu

ch cht lng hoc tiu ch gi c). Cng tht kh l gii khi m s lt bnh chn cho tiu ch mu m ca cc sn phm kim kh hon chnh (sn phm inox) li t hn rt nhiu so vi cc sn phm thp xy dng hoc thp hnh, tn sng m mu. C l do ph (mc bit n thng hiu) ca cc sn phm thp xy dng qu cao nn t l bnh chn cho chng thng l nhiu hn?

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V tiu ch uy tn thng hiu, s lt bnh chn dng nh c tp trung ch yu cho Sn phm thp ng Vit c ca Cng ty c phn thp Vit c (vi 6512 lt), Sn phm thp ng Ha Pht ca Cng ty TnHH ng thp Ha Pht (6731 lt), Sn phm tn lnh ca Cng ty c phn tn ng (7512 lt), sau l cc sn phm nh: Sn phm inox ng ca Cng ty TnHH Tin t, Sn phm thp xy dng ca Cng ty TnHH Thp Pomina, Sn phm kim kh ca Cty C phn kim kh Min Trung, Sn phm cp thp, cp nylon ca DnTn Minh Giang, Sn phm tn 9 sng ca Cng ty C phn tn Hip Hng, Sn phm tn km Hoa Sen ca Tp on Hoa Sen, Sn phm thp cun ca Cng ty gang thp Thi nguyn v Sn phm thp thanh vn ViS ca Cng ty thp Vit - vi s lt bnh chn trung bnh khong t 1500 lt n 2300 lt. Mt s sn phm c s lt bnh chn thp cho tiu ch uy tn thng hiu nh Tn mt Phng nam (ch c 32 lt), Thp tm Chu (83 lt), Thp thnh phm SeAH Vit nam (122 lt) Tn m Qun Trung (127 lt), nhm Tn c Thnh (134 lt) Vi h s quan trng cao hn so vi tiu ch gi c v mu m sn phm, uy tn thng hiu s mang li cho sn phm bnh chn nhiu li th hn khi xem xt tng im bnh chn ca ngi tiu dng sng lc v chn ra nhng sn phm lt vo Danh sch ngn (Short list). Theo nhn nh ca nhm nghin cu th uy tn thng hiu ca cc sn phm tng hoc gn y qung co trn truyn hnh thng c nhn nh tt hn nhng sn phm cn li. Tt nhin, kt qu bnh chn qua mng cng khng th ni ln c y v uy tn thng hiu cng nh cc tiu ch lin quan khc, m y ch l mt knh tham kho cho cc doanh nghip khi nhn nh v nh gi v sn phm ca mnh cng nh ca cc i th cnh tranh khc trn th trng. tm hiu r hn v s khc bit ln v s lt bnh chn c cho tiu ch gi c, uy tn thng hiu v cht lng sn phm, nhm nghin cu ca Trung tm

Thng hiu v B mn Qun tr thng hiu thuc Trng i hc Thng mi tin hnh kho st b sung v thc hin mt s cuc phng vn trc tip i vi doanh nghip sn xut v ngi tiu dng lin quan n cc sn phm thuc nhm ny, kt qu cho thy: Yu t khu vc th trng tiu th sn phm ng vai tr quan trng trong nhn thc ca ngi tiu dng v sn phm cng nh thng hiu sn phm. Mi khu vc th trng c thi quen tiu dng sn phm ca mt s thng hiu nht nh, v vy, s khc bit trong kt qu bnh chn gia cc thng hiu tng ng c th c nguyn nhn t ngun truy cp v khu vc kho st c thc hin. Vi cc sn phm kim kh, vic nhn nh v cht lng cng nh gi c ph thuc nhiu vo thi im tiu dng v mua sm ca ngi tiu dng do y khng phi l mt hng tiu dng thng xuyn. V th, nh gi ca ngi tiu dng s khc nhau kh nhiu khi thi im nh gi b tri di trong nhiu thng v chnh sch gi ca cc doanh nghip c s thay i vo thi im nh gi. ngi tiu dng t xt nt hn khi tiu dng cc sn phm kim kh do s xut hin ca hng gi khng qu nhiu nh mt s nhm hng, cc dch v i km v nhng h tr ca nh cung cp cho ngi tiu dng kh tt. T l khch hng khu vc Min Bc (s ngi c phng vn) phn nn v cht lng sn phm kim kh cao hn khu vc Min Trung. Cc kin ca ngi tiu dng cho nhm cc sn phm vt t, kim kh khng nhiu v ch yu xoay quanh vn v gi c, cht lng ca cc sn phm, c th: ngi tiu dng cha hi lng vi khng t sn phm khi m lin tc c nhng iu chnh gi tng trong thi gian qua. Tnh trng hng ha b thiu kch thc vn thng xy ra i vi cc loi thp xy dng, thp hnh (ng knh thp khng ng nh cng b, dy cc loi thp hnh thp hn quy nh...). iu ny mang li li th cho sn

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phm v gi bn nhng lm cho ngi tiu dng lun nghi ng v cht lng sn phm. Tnh trng hng gi vn cn xut hin, mc d khng nhiu nhng cc

doanh nghip vn cha c bin php hu hiu chng li hng gi v bo v quyn li ca ngi tiu dng. Dch v cung ng ca cc doanh nghip cha c ngi tiu dng hi

lng cao do vn t vn cho ngi tiu dng, nht l ngi tiu dng c nhn cn cha c ch trng trong cc doanh nghip cung cp.

Mt s sn phm c ngi tiu dng nh gi cao (xc nh theo im s ca mc hi lng qua kho st thc t), in hnh nh: Sn phm thp xy dng ca Cng ty TnHH Thp Pomina, Sn phm thp cun ca Cng ty Gang thp Thi nguyn, Sn phm thp thanh vn ViS ca Cng ty thp Vit - , Sn phm thp ng Vit c ca Cng ty C phn Thp Vit c, Sn phm thp tm, l ca Cng ty thp tm l Ph M (PFS), Sn phm tn km Hoa Sen ca Tp on Hoa Sen, Sn phm tn lnh ca Cng ty C phn Tn ng , Sn phm cp thp, cp nylon ca DnTn Minh Giang, Sn phm inox ca Cty TnHH inox Thnh t. ngi tiu dng nh gi cao nht (mc hi lng cao nht) cho sn phm thp cun ni ring v cc loi thp xy dng ca Gang Thp Thi nguyn. Cc sn phm thp mang cc thng hiu khc c nh gi thp hn. C l y cng l iu khng qu kh hiu khi m t nhiu nm nay, thp Thi nguyn lun gi vng c v th ca mnh trong tm tr khch hng. C n 17/23 ngi tr li sn sng tiu dng thp cun Thi nguyn. Thp ng Vit c v Tn m mu Hoa Sen cng c nh gi cao (h s mc hi lng l 2,52 - trong khi cao nht l 3). Cc sn phm cn li c mc h s hi lng ca khch hng dao ng t 2 - 2,46.

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BnH CHn, nH Gi CA nGi Tiu DnG V CC Sn PHM Vn PHnG PHM

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Cc sn phm vn phng phm l nhm c t sn phm c c nht trong s cc nhm sn phm. Do tnh c th ca nhm sn phm ny l rt phn tn, chi tit v trng kh cao khi phn loi v th khi phn tch, chng ti ghp chung cc sn phm vn phng phm vi cc vt phm v sinh c nhn. Tuy nhin, vic ghp ch c ngha trong sp xp nhm sn phm, tin cho th hin ch khng nh hng g n kt qu bnh chn sau ny. Vi 37 sn phm c c, cc sn phm giy dng nh chim u th cao hn cc sn phm khc kh nhiu, mc d xt theo tng tiu ch bnh chn th s phn tn cng khng phi l nh gia kt qu ca tng sn phm trong nhm. V tiu ch cht lng, dn u v s lt bnh chn l 2 sn phm bng v sinh ph n Kotex (vi 8581 lt bnh chn) v Diana (vi 6425 lt bnh chn). K n l cc sn phm nh: S v sinh Viglacera ca Cng ty c phn Viglacera (vi 3555 lt), S v sinh Dolacora v ca nha Tn M ca Cty TnHH sn xut thng mi v xy dng vn ti Ph Thin (vi 3109 lt), Giy Bi Bng ca Tng Cng ty Giy Vit nam (vi 3095 lt), Thit b v sinh ca Tp on Toto (2830 lt), V l xo ca Cng ty c phn sn xut v thng mi P.P (2788 lt), Bn tm ca cng ty c phn Picenza (2638 lt), Giy cun An Bnh (2638 lt), Thit b vn phng ca Cng ty c phn Siu Thanh (2188 lt), Chu ra ca Cng ty c phn s Thin Thanh (2098 lt), Bt bi Bn ngh (2070 lt). nh vy ch c 12/37 sn phm c s lt bnh chn trn 2000, trong khi s lt bnh chn bnh qun ca nhm ny cho tiu ch cht lng l 2040. Mt s sn phm c s lt bnh chn thp nh Sen vi Viglacera (ch c 48 lt bnh chn), Giy hp Vin ng (549 lt), Giy xi mng Vit Php (614 lt) Cc sn phm vn phng phm Minh Chnh (661 lt) v Giy mu Th c (996 lt). y c s khc bit rt ln gia 2 nhm sn phm c t Tng cng ty thy tinh v gm xy dng Vit nam (Viglacera), l nhm sn phm s v sinh (c bnh chn rt nhiu - vi 3555 lt) trong khi , sn phm sen vi ca Tng cng ty ny ch c rt t bnh chn - 48 lt) mc d c 2 sn phm ny u c xp chung vo cng nhm bnh chn (ngha l ngi tiu dng

hon ton nhn thy chng trong danh sch c). T kt qu ny cng c th nhn nh phn no v tnh khch quan ca qu trnh bnh chn. Tiu ch gi c ca sn phm dng nh cng c s khc bit tng i v tng s lt bnh chn cng nh t l bnh chn cho tng sn phm c th. nu nh tiu ch cht lng, c tng s 75.501 lt bnh chn cho 37 sn phm th tiu ch gi c, con s ny l 44.017 lt bnh chn (chim 58,3%). iu ny cho thy ngi tiu dng mc d phn no hi lng i vi cht lng ca sn phm nhm vn phng phm, nhng cn cha tht s hi lng vi gi c ca chng (c 2 ngi bnh chn cho tiu ch cht lng sn phm th ch c 1 ngi bnh chn cho tiu ch gi c). Mt s sn phm c s chnh lch ln gia s lt bnh chn cho tiu ch cht lng v tiu ch gi c l Bng v sinh Kotex (8581 lt cho cht lng v 4542 lt cho gi c), S v sinh Viglacera (3555 lt cho cht lng v 1529 lt cho gi c), S v sinh Dolacora (3109 lt cho cht lng v 643 lt cho gi c), Thit b v sinh Toto (2830 lt cho cht lng v 1040 lt cho gi c), Giy Bi Bng (3095 lt cho cht lng v 1019 lt cho gi c), Giy Vnh Tin (1909 lt cho cht lng v 574 lt cho gi c). V s tuyt i, s lt bnh chn t nht ca nhm ny thuc v cc sn phm nh: Sen vi Viglacera (ch c 27 lt bnh chn), Vn phng phm Hong Gia (c 342 lt), Giy n hp cng Vin ng (371 lt), Giy xi mng Vit Php (434 lt) v Vn phng phm Tn Tin (442 lt). V tiu ch mu m ca sn phm v dch v b sung, s phn tn cng kh ln gia cc sn phm c. ng u v s lt bnh chn cho tiu ch ny l: Bng v sinh Kotex (4513 lt) v Bng v sinh Diana (4105 lt), tip n l cc sn phm V t mu Hng H (2530 lt), Bt my Hng H (2589 lt), Tp k ngang Hi Tin (2396 lt), Giy Bi Bng (2161 lt), Vn phng phm Thin long (25515 lt), Vn phng phm Tn Tin (2291 lt), Chu ra Viglacera (2732 lt), Sn phm Toto (2667 lt) v Picenza (2502 lt). Tuy nhin, vn c nhng sn phm m s lt bnh chn cho chng ch l 2 con s (31 lt) hoc ch chim vi trm lt. nhn trn th

bn cnh c th nhn thy rt r iu qua ct mu xanh (th hin s lt bnh chn cho tiu ch mu m v dch v). C mt s c bit ca nhm ny theo tiu ch a dng ca mu m v cc dch v b sung, l khng t sn phm c s lt bnh chn cho tiu ch ny cao hn hn s lt ca tiu ch cht lng hoc gi c, chng hn Tp k ngang Hi Tin, V t mu v Bt my Hng H, cc sn phm thit b v sinh Toto, Viglacera, Dolacora (thm ch cao gp 2,5 ln lt bnh chn cho cht lng hoc gi

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4572 v 5423 lt bnh chn, k n l cc sn phm nh: Giy Saigon Extra ca Cng ty c phn Giy Si Gn (2377 lt), S v sinh Viglacera ca Cng ty c phn Viglacera (2569 lt), Tp k ngang Qu Hng ca Cng ty c phn Giy Hi Tin (1658 lt), V hc sinh Vibook-Gold ca Cng ty c phn Vnh Tin (1875 lt), B v t mu gii tr v Bt my nt hoa ca Cng ty c phn Vn phng phm Hng H (trn 1500 lt). Tng s lt bnh chn cho tiu ch ny ca 37 sn phm l 52.469 (bnh qun 1418 lt/sn phm). Sn phm c s bnh chn t nht cho uy tn thng hiu ch c 28 lt. nhn tng qut c 4 tiu ch th u th vn thuc v cc sn phm quen thuc nh Kotex, Diana, Vn phng phm Hng H, Viglacera cho cc sn phm s v sinh, Toto, inax, Giy Vnh Tin, Hi Tin Tuy nhin, khi tin hnh kho st b sung v phng vn trc tip ngi tiu dng th s kin cha hi lng i vi nhm hng ny cng khng phi l t, trong tp trung nhiu hn cho s a dng ca sn phm (ngha l ngi tiu dng cho rng t thy s i mi v kiu dng hoc mu m ca sn phm ca nhm ny, ngoi tr mt s thit b v sinh c nhn). kin hi lng nhiu nht dnh cho cc sn phm vn phng phm m in hnh l cc loi v, giy, bt ca cc doanh nghip trong nc. y thc s l nhng sn phm thu ht c kh nhiu s ch ca ngi tiu dng, c l chnh chng ang gn b trc tip vi hu ht cc gia nh Vit nam thng qua cc chu hc sinh. c). Vi tiu ch Uy tn thng hiu, chim u th vn thuc v 2 sn phm bng v sinh l Kotex v Diana (vi tng ng l Tp hp cc kin ca ngi tiu dng v nhm vn phng phm v cc thit b v sinh c nhn, chng ti thy c mt s vn : Mc d c rt nhiu cc sn phm

thit b v sinh trn th trng, nhng ngi tiu dng kh kh khn khi nh gi v thm nh cht lng ca chng. Mt b phn rt ln ngi tiu dng cho rng, sn phm c gi cao ng ngha vi cht lng cng cao. hiu r vn ny, nhm nghin cu kho st 3 showroom bn cc thit b v sinh ti H ni v c bit c 3 a im ny u khng t vn c th cho khch hng phn bit v nhn nh r v cht lng sn phm m ch thun ty cho bit l nhng sn phm ny (sn phm ang c bn) c cht lng cao hn nhng sn phm khc. Mt cc loi sen vi gi cc thng hiu ni ting kh cao ti nhng khu vc tp trung kinh doanh mt hng ny nh trn ph Ct linh, ph Hong Quc Vit (H ni). ngi tiu dng rt kh phn bit gia sn phm tht v sn phm gi. V vy, khng t ngi tiu dng hon ton gi lng tin ca mnh cho chnh ngi bn hng. 12/16 ngi c phng vn tr li rng h s ch mua cc loi sen vi nhng ch quen hoc a ch c ngi quen gii thiu. Cc sn phm vn phng phm c nhn nh l ph hp nhu cu v c mc gi hp l. Tuy nhin, nhiu ngi khi tr li phng vn cho bit hu ht cc sn phm vn phng phm li c ngun gc Trung Quc c mang thng hiu ca Vit nam? Hu ht cc sn phm giy, v c nh gi vi mc rt cao, vi mc h s hi lng dao ng t 2,5 n 2,8. Giy Bi Bng (gm c giy bn thnh phm v giy thnh phm) c nh gi cao nht (h s 2,82), k n l cc loi giy Hi Tin, Vnh Tin (h s 2,6). Ti cc khu vc nng thn, cc loi v hc sinh c khen nhiu hn ch, v iu b ch ch

yu l gi c (ngi tiu dng cho rng gi bn cc loi v kh cao). Mt s sn phm ca nhm c h s mc hi lng cao, chng hn nh: Sn phm bt my nt hoa ca Cng ty Vn phng phm Hng H Sn phm my thit b vn phng ca Cng ty Siu Thanh Sn phm bt bi Bn ngh ca Cng ty Bn ngh Sn phm tp k ngang Qu Hng ca Cng ty Giy Hi Tin Sn phm tp giy kim tra ca Cng ty Vnh Tin

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 Sn phm b v t mu gii tr ca Cng ty vn phng phm Hng H Sn phm giy Tn Mai ca Cng ty giy Tn Mai Sn phm giy Saigon Extra ca Cng ty Giy Si Gn Sn phm giy Bi Bng ca Tng Cng ty Giy Vit nam Sn phm giy cun sn xut bao b cng nghip ca Cng ty Giy An Bnh Sn phm vn phng phm Thin long ca Tp on Thin long Sn phm giy la hp may ca Cng ty TnHH new Toyo Pulppy Sn phm bn tm ca Cng ty Picenza Vit nam Sn phm bn cu, chu ra, sen vi bn tm ca Tp on Toto Sn phm s v sinh Dolacora, ca nha Tn M ca Cng ty Ph Thin Sn phm chu ra v thit b v sinh ca inAX Sn phm s v sinh - sen vi Viglacera ca Tng Cng ty Viglacera Sn phm sen vi EuROliFE ca Cng ty t i Ph lc Sn phm bng v sinh Kotex ca Cng ty Kimberly-Clark

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BnH CHn, nH Gi CA nGi Tiu DnG V CC Sn PHM TRAnG SC, DnG GiA nH

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nhm cc sn phm trang sc v dng gia nh c ghp t hai phn nhm nh l cc sn phm trang sc t vng bc, qu v cc sn phm dng gia nh (gm c dng c un nu, thit b nh bp). Vi tng s 49 sn phm c, y l nhm sn phm c s a dng v khc bit kh cao nu xt theo tnh nng cng dng cng nh c im s dng. Chnh v vy khi phn tch nhm sn phm ny, chng ti s theo tip cn ty chn ring bit c th cho tng b phn cc sn phm tng ng, ngha l ty iu kin m c th a ra hoc tp hp cc nhn nh ring bit cho mt s t sn phm c tnh tng ng cao thy r hn s hi lng ca khch hng. Tng s lt bnh chn cho c 4 tiu ch ca nhm ny l 218.952 lt (bnh qun l 4468 lt bnh chn vi c 4 tiu ch cho mi sn phm v bnh qun cho mi tiu ch l 1117 lt/ sn phm). R rng vi s lt nh vy th y cha phi l nhm sn phm thu ht c nhiu nhng bnh chn ca ngi tiu dng. Trong s 4 tiu ch th cht lng c tng s lt bnh chn l 61.498, gi c c tng s 44.419 lt bnh chn, 42.217 l tng s lt bnh chn cho tiu ch uy tn thng hiu v 70.818 cho tiu ch mu m, dch v (tnh cho c mu m v s a dng ca dch v, uy tn dch v b sung - hai ni dung ny c tch ring khi bnh chn trn mng internet). nh vy vn cht lng l vn c ngi tiu dng nh gi nhiu nht v dng nh c v s hi lng ca ngi tiu dng v cht lng ca nhm sn phm ny kh cao so vi mt bng chung ca cc nhm sn phm c. Vi tiu ch cht lng, dn u v s lt bnh chn l cc sn phm nh Bp ga Rinnai (vi 5149 lt bnh chn), My lc nc tinh khit RO nika ca Cng ty c phn nika (vi 2627 lt), Trang sc, nhn ci ca Cng ty TnHH vng bc qu Bo Tn Minh Chu (vi 2318 lt), ngc Trai Vinper ca Cng ty c phn ngc Trai H long (2214 lt), Thit b nh bp Goldsun (2196 lt), gia dng ca Cty TnHH thng mi dch v ng Kinh (2144 lt), Bnh un nc nng dng nng lng mt tri Thi Dng nng ca Tp on Sn H (2126 lt) My lc nc, to ozon Kangaroo ca Tp on Kangaroo (2086 lt), Vng

ming Thn ti ca Cng ty vng bc qu ngn hng Si Gn thng Tn Sacombank (1863 lt), Thit b nh bp ca Cng ty c phn kim kh Thng long (1868 lt), Vng ming Phng Hong PnJ ca ngn hng ng (1886 lt). T l bnh chn bnh qun cho tiu ch cht lng l 1255. Sn phm c s lt bnh chn thp nht ch l 79 lt ( l My nc ung nng lnh VH-21HP ca Cng ty TnHH ng Vit H). nhn chung, c s phn tn kh ln v lt bnh chn ca cc sn phm trong nhm, thm ch l gia cc sn phm cng tnh nng cng dng v chng loi. Chi tit hn cho tng chng loi sn phm, c th thy, cc sn phm trang sc dng nh c mc bnh chn cao hn cc chng loi sn phm khc; nhm cc sn phm dng ch bin thc n (nh cc loi ni, cho) c s lt bnh chn rt thp v cc loi my lc nc c phn tn cao v s lt bnh chn cho tng thng hiu sn phm. V gi c ca sn phm, s phn tn cng th hin r tng ng nh i vi tiu ch cht lng. Vi tng s lt ca tiu ch gi c l 44.419, t l bnh chn bnh qun cho gi c l 906 lt/ sn phm, thp hn kh nhiu so vi tiu ch cht lng. Cc sn phm c s lt bnh chn cao l: Sn phm trang sc Bo Tn Minh Chu (2269 lt), Bp ga Rinnai (2147 lt), gia dng ng Kinh (2017 lt), Trang sc Sacombank (1917 lt), Trang sc DOJi (1903 lt), Thit b nh bp ca Kim kh Thng long (1794 lt), Vng ming Phng Hong PnJ (1657 lt) v My nc nng Kim Hi (1604 lt). nhng sn phm c s lt bnh chn thp cho tiu ch gi c gm: B ni nhm Kim Cng (ch c 48 lt bnh chn), Bnh un nc nng trc tip Tn i Thnh (76 lt), My nc ung ng Vit H (77 lt) v ni hp kim HappyVina (vi 123 lt). Mt vn rt cn lu y l khng phi s lt bnh chn cho tiu ch gi c thp ngha l sn phm khng c ngi tiu ng a chung m i khi (thc t l trong khng t trng hp) iu cho thy v th ca sn phm hoc tp khch hng m sn phm nhm n khng phi l s ng ngi tiu dng (nu cc tiu ch v cht lng v uy tn thng hiu c nh gi cao). Vn quan trng bnh xt v nh gi

v sn phm l phi xem xt trong tng quan gia gi c v mc cht lng cm nhn, uy tn thng hiu ca chng v nhiu yu t khc na. Vi bp ga Rinnai, s lt bnh chn cho tiu ch cht lng rt cao, nhng s lt bnh chn cho gi c li kh thp, ngi tiu dng hi lng

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v cht lng nhng cn rt e ngi v gi c ca nhng sn phm ny. iu tng t cng xy ra i vi bnh un nc nng s dng nng lng mt tri Thi Dng nng ca Sn H v My lc nc RO mang thng hiu nika.

V tiu ch mu m sn phm v dch v i km, b sung, ng u trong nhm v s lt bnh chn l Bp ga Rinnai, k n l cc sn phm Trang sc SJC nng, Trang sc DOJi, Vng Kim Hng, Trang sc Ph Qu, Thit b nh bp Bp Xinhv c s lt bnh chn t l cc sn phm nh: Bnh nc nng trc tip ca Tn i Thnh, my nc nng lnh ng Vit H, B ni nhm Kim Cng C bit trong nhm ny c mt s sn phm c s lt bnh chn cho mu m cao thm ch gp i cc tiu ch cht lng v gi c nh trang sc Thn Chu ngc Vit, Thit b nh bp Bp Xinh, Vng Kim Hng. y cng l nhng tnh hung tng i kh l gii theo logic mi tng quan gia cht lng, gi c v s a dng ca sn phm v thc t s a dng ca sn phm l mt yu t quan trng to dng cht lng cm nhn ca sn phm. Tiu ch uy tn thng hiu lun c nhn nhn tch cc hn t cc phn tch trong bo co ny vi l do rt c bn l chnh uy tn v hnh nh thng hiu l ng lc mnh dn dt ngi tiu dng n vi sn phm mang thng hiu. Hn na uy tn thng hiu l tng hp ca rt nhiu yu t c v kinh nghim v tri nghim ca ngi tiu dng i vi mt sn phm no , v th nh gi v sn phm khng c b qua mi tng quan logic v gc nhn khch quan t uy tn thng hiu. ng u nhm v s lt bnh chn cho tiu ch uy tn thng hiu phi k n cc sn phm nh: Bp ga Rinnai (3222 lt), My nc nng bng nng lng mt tri ca Cng ty TnHH Kim Hi (2022 lt); k n l Vng bc ca DnTn Vng Kim Hng (2256 lt), Vng ming Thn ti ca Cng ty vng bc qu Sacombank (1795 lt), Tranh ct ca Cng ty TnHH Tranh Ct lan (1674 lt), Vng ming Phng Hong PnJ ca ng Bank (1802 lt) v gia dng ca Cng ty TnHH thng mi dch v ng Kinh (1898 lt), ngc trai ca Cng ty c phn ngc trai H long (1510 lt). Mt s sn phm c s lt bnh chn thp (ch c 50 lt hoc trn di 100 lt bnh chn) - mt s lng lt bnh chn qu thp so vi mc bnh qun chung ca c nhm l 865 lt.

Vn c ngi tiu dng rt quan tm phn nhm cc sn phm vng bc qu chnh l tnh xc thc trong cc giao dch v cht lng thc t ca cc sn phm vng bc. Thc t phng vn ngi tiu dng cho thy, h hu nh khng c kh nng nhn nh v nh gi chnh xc v cht lng sn phm m thng gi gm lng tin ca mnh cho doanh nghip cung cp v thng hiu c khng nh. Bn khon nhiu nht ca ngi tiu dng l ti sao cc ca hng kinh doanh vng ming (hoc vng nhn) li tnh gi rt thp khi mua li t ngi tiu dng vng ming ca cc doanh nghip khc (mc d c chng nhn tui vng v trng lng)? Phi chng cc doanh nghip ny khng tin nhau hay cn l do no khc lin quan n cch ng x ca doanh nghip i vi ngi tiu dng hoc vn tui v cht lng vng? Cc sn phm thit b nh bp, dng c un nu v ch bin thc n c nhn nh l c tn thng hiu d gy nhm ln cho ngi tiu dng v ngun gc xut x ca sn phm, c l do hu ht cc sn phm ny u mang tn thng hiu khng thun Vit? C n 9/15 ngi tiu dng cho rng cc sn phm ni, cho, my un nc nng c c l sn phm ca nc ngoi 1. Kho st ca nhm nghin cu thuc B mn Qun tr thng hiu, Trng i hc Thng mi ti 2 siu th in my ln H ni, chng ti nhn thy, ng l trong s gn 30 mt hng in gia dng v dng nh bp, dng c un nu c xut x Vit nam ang c by bn ti cc siu th ny th duy nht ch c dng c ca Kim kh Thng long l c tn thng hiu thun Vit, s cn li u mang tn hoc ting Anh, hoc na n ting , ting Ty Ban nha. iu ny r rng d gy nhm ln cho ngi tiu dng v ngun gc xut x ca hng ha. n tng v thng hiu Kangaroo t sau hin tng qung co trn truyn hnh thi gian qua vn cn thu ht nhiu s ch ca ngi tiu dng v nhng tranh ci vn cn kh gay gt
1 Thc cht th nhng sn phm ny u l sn phm c xut x Vit nam, nhng theo Vin Qun l kinh t Trung ng th hin nay, c n trn 60% cc sn phm cng nghip mang thng hiu Vit nam nhng chng li c sn xut, lp rp t nhng linh kin c ngun gc t Trung Quc.

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v tri ngc. Theo kin ca mt s khng nh ngi tiu dng th uy tn thng hiu c to nn t cht lng sn phm, dch v i km ca sn phm v cch thc cung cp sn phm ph hp i tng khch hng mc tiu v khng km phn quan trng l cch thc ng x ca doanh nghip i vi khch hng, cng ng. iu to dng hnh

nh ring d i vo nhn thc ca khch hng da trn nn tng vn ha doanh nghip ph hp vi xu th v cc gi tr vn ha cng ng. Cc sn phm bnh nc nng s dng nng lng mt tri ca Sn H (Thi Dng nng), Tn i Thnh (Sunflower) c nh gi cao (vi h s

hi lng trn 2,6 - h s ny c gi tr ti a l 3). Trong khi , mt s sn phm khc li b nh gi kh thp (ch yu l mc Hi lng vi mc im h s l 1, trong khi nu mc Rt hi lng th mc im h s l 3).

Mt s sn phm in hnh c h s hi lng cao trong nhm l: Bnh nc nng nng lng mt tri Thi Dng nng ca Sn H Bnh nc nng nng lng mt tri SunFlOWER ca Tn i Thnh Bnh nc nng nng lng mt tri ca Cng ty TnHH Kim Hi lo Cai Bn nc inOX ca Tp on Tn i Thnh

Sn phm my lc nc KG 102, to ozon Gl 3199B KAnGAROO Sn phm my lc nc tinh khit RO - niKA ca Cng ty niKA Sn phm bp ga m ca RinnAi Vng ming Phng Hong ca Cng ty vng bc qu Ph nhun PnJ Sn phm trang sc nhn ci ca Cng ty Bo Tn Minh Chu Sn phm trang sc cao cp ca Tp on vng bc qu DOJi Vng ming SJC, vng khu SJC, n trang ca Cng ty VBQ nng Sn phm trang sc ca Ph Qu Vng bc ca DnTn Vng Kim Hng Sn phm qu v tranh qu ca Cty TnHH Dng Tn Sn phm vng bc qu ca Doanh nghip Vng bc Qu Tng Sn phm ngc trai ca Cng ty ngc Trai H long Sn phm tranh ct ca Cng ty Tranh Ct lan

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BnH CHn, nH Gi CA nGi Tiu DnG V CC Sn PHM THiT B PHC V Sn XuT

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Vi tng s 54 sn phm c c, nhm cc sn phm my mc, trang thit b phc v sn xut gm nhiu chng loi hng ha a dng lin quan n cc my mc ch bin nng sn, my nng nghip, cc loi thang my, my pht in v sn phm t thng mi, xe my Tng s lt bnh chn cho c 4 tiu ch ca nhm my mc thit b phc v sn xut l 426.115 lt (bnh qun 7891 lt/sn phm cho c 4 tiu ch v 1972 lt/mi tiu ch). Tng s bnh chn cho tiu ch cht lng l 126.410 lt (bnh qun 2340 lt/sn phm), cho tiu ch gi c l 98.497 lt (bnh qun 1824 lt/sn phm), tiu ch mu m v dch v l 82.844 lt (bnh qun 1534 lt/sn phm), tiu ch uy tn thng hiu vi 118.364 lt (bnh qun 2191 lt/sn phm). nh vy hai tiu ch mu m sn phm v gi c c s lt bnh chn bnh qun thp hn so vi mc bnh qun chung cho c 4 tiu ch. Tiu ch c bnh chn nhiu nht l uy tn thng hiu (2191 lt, vt 21% so vi t l bnh qun chung cho c 4 tiu ch). V tiu ch Cht lng sn phm, cc sn phm c s lt bnh chn cao l: Xe my Honda PCX (vi 6690 lt), Xe my Piaggio (vi 6440 lt), Xe my Suzuki Hayate (5547 lt), Xe my Yamaha (5520 lt), Xe my ca SuFAT (5439 lt), Xe my Atila (5439 lt), Xe my lifan PK110 (vi 6457 lt), t Honda Accord 2011 (5068 lt), t Mercedes S350 (5016 lt). t Carren ca Thaco lp rp v mt s chng loi t Xun Kin cng c ngi tiu dng nh gi kh tt v cht lng thng qua s lt bnh chn. Cc sn phm c s lt bnh chn thp cho tiu ch ny l: Bnh rng cc loi Formosa (206 lt), My tp th dc Kl1305 (357 lt), Dn lnh siu tc SEAREFiCO (555 lt), Thang My Thin nam (775 lt). nh vy c th thy l ngi tiu dng ang rt quan tm vi cc sn phm xe my, t cao cp. C l mt phn do y l nhng sn phm m nhiu ngi bit, nhiu ngi dng hoc nhiu ngi ang quan tm nn h bnh chn nhiu, trong khi cc sn phm thang my, my nng nghip, tt nhin s c rt t ngi bit v quan tm. Vi cc loi my phc v cho sn xut nng nghip v cuc sng hng ngy nh my gt, my bm, my pht in,

thang my th nh gi ca ngi tiu dng kh phn tn. c c nhng kt qu khch quan nht lin quan n cc sn phm thuc nhm trang thit b, nhm nghin cu xy dng danh mc ring kho st cho nhm sn phm ny ti rt nhiu vng nng thn. C th nhn thy ngay rng mc d s lt bnh chn khng cao nh nhng sn phm tiu dng thng thng khc, nhng hu ht cc my mc, thit b phc v sn xut nng nghip u c nh gi tt nhng a phng (khu vc nng thn) ni m nhm nghin cu kho st qua iu tra trc nghim v phng vn trc tip nh H Giang, Tuyn Quang, ngh An, Hng Yn, Qung Bnh, Ph Yn. Tuy nhin, qua phng vn trc tip cho thy, hu ht nhng ngi c hi u c xu hng ng ngha cht lng cc loi my mc thit b vi bn ca chng. y l mt nhn nh v quan nim cha tht ng bi cht lng khng ch c c trng bng bn m cn c hp thnh t nhiu cc yu t rt quan trng khc na nh tnh nng cng dng, nng sut lao ng, chi ph trong tiu dng, kh nng d thay th sa cha v c bit l an ton trong s dng, vn hnh. V gi c, nh gi ca ngi tiu dng qua bnh chn t internet khng c nhiu t bin so vi cc tiu ch khc, ngoi tr mt s trng hp c s st gim ng k so vi s lt bnh chn ca tiu ch cht lng nh trng hp ca Cu t hnh Hp Thnh, My gt p Hong Thng, My xng hi Ton Pht, Cc thit b lc c Ha (iu ny c th l do sn phm nm trong phn khc m gi c tng ng cao). Sn phm c s lt bnh chn nhiu nht cho tiu ch gi c in hnh l: Xe my lifan PK110 (7327 lt), Xe my Suzuki Hayate (5747 lt), Xe my Yamaha (5688 lt), Xe my Atila (5536 lt), My pht in Trng lc (1776 lt), lp xe nam Hoa Mai (1703 lt), My, thit b Kin Cng (1660 lt), My gt p Vinh Quang (1606 lt), Qut i Hn (1506 lt). Cc sn phm c s lt bnh chn thp khng nhiu, c th l mt s in hnh nh: My nng nghip Vinacom (158 lt), Dn lnh siu tc SEAREFiCO (196 lt), My tp th dc Kl1305 (237 lt). C iu kh bt ng vi nhm nghin cu l s lt bnh chn cho tiu ch gi

c ca t Mercedes S350 (mt dng xe rt cao cp ca Mercedes) li rt cao (n trn 5000 lt). Tht kh c th hnh dung l ngi tiu dng li nh gi cao v mc gi ca dng xe ny. 27/27 ngi tiu dng c hi ngu nhin ti H ni u khng nh gi ca loi t ny l qu t so vi thu nhp ca gn

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nh mi ngi, l loi xe xa x (gi xe c nhm nghin cu tham kho ti 2 showroom H ni ngy 11.10.2011). V tiu ch mu m v dch v, s lt bnh chn mc d khng nhiu, nhng khng c t bin ln theo nh gi chung cho nhm sn phm ny, ngha l tng s lt bnh chn thp hn kh nhiu so vi cc tiu ch chnh l cht lng v uy tn thng hiu. Tuy nhin, mt s sn phm c nh gi kh tt v mu m v dch v b sung vn l cc loi xe my v mt s loi t, c bit l t KiA Carren do Trng Hi lp rp. T th trang trc, c th d dng nhn thy ngay s tp trung v s lt bnh chn ca cc loi xe my, t ng thi cho c 3 tiu ch l cht lng (ct mu nu), gi c (ct mu vng) v mu m (ct mu xanh). nu xt chi tit cho tng chng loi sn phm th v c bn cc sn phm tng ng (nh cng l cc loi my nng nghip hoc cng l thang my) th s lt bnh chn cho tiu ch mu m khng c s khc bit ln gia chng, ngoi tr i vi cc sn phm xe my v t. V tiu ch uy tn thng hiu, s khc bit cng th hin r gia cc loi xe my v cc sn phm khc cn li. iu ny cng tht d hiu bi xe my lun l loi sn phm rt c ngi tiu dng quan tm v mc bit n thng hiu ca loi sn phm ny thng l rt cao. Cng vi , s ni bt ca cc thng hiu Honda, Yamaha, Suzuki l iu khng l do nhng thng hiu ny xut hin Vit nam t my chc nm nay. Chim v tr s 1 v s 2 v s lt bnh chn cho tiu ch uy tn thng hiu l Honda Accord 2011 v Mercedes S350, k n l cc thng hiu cho xe my. nhm thit b my mc khc c Cu t hnh Hp Thnh, Kha Minh Khai, Kha Vit Tip Rt tic vn cn mt s sn phm c s lt bnh chn cho tiu ch uy tn thng hiu thp (ch vi chc lt), c l do y l nhng sn phm v thng hiu mi xut hin trn th trng nn mc bit n thng hiu cn cha cao. Khi phng vn ngi tiu dng v t kt qu kho st b sung cho thy, ngi tiu dng hin c khng

t kin tri ngc nhau xt theo cc tiu ch bnh chn ca nhm my mc thit b, c bit l b phn cc sn phm t, xe my. Mt s kin in hnh nh: Gi c ca nhiu loi t, xe my cn kh cao c theo tip cn gia gi c tng quan vi cht lng m cc loi hng ha thc c v theo tip cn gia gi bn sn phm vi thu nhp chung ca ngi tiu dng. Tnh trng bn xe my vi gi cao hn nhiu so vi gi nim yt to ra s kh chu v kh hiu cho ngi tiu dng. 12/17 ngi tiu dng tr li phng vn rt bc xc v vi tnh trng trn. Cc sn phm t thng mi c nh gi cao do gi c hp l v cht lng c chp nhn. Tuy nhin, vn bo hnh cho hng ha li l vn m mt s kin tr li phng vn khng ng tnh do th tc phc tp, thiu s t vn v n cn h tr t pha doanh nghip cung cp (???). Vn uy tn thng hiu ca cc sn phm my mc, thit b, nht l cc my nng nghip cn cha tht cao do ngi tiu dng vn c thi quen tin tng hn i vi hng nhp khu m cha tht mn m vi cc sn phm sn xut trong nc. y l mt nhn xt m theo chng ti l thiu tnh khch quan v bt li cho cc sn phm do cc doanh nghip Vit nam sn xut. Vn phong cch kinh doanh v dch v sau bn ca nhiu loi hng ha thuc nhm my mc thit b phc v sn xut cn cha tht chu o, nht l vi nhng hng ha c gi tr khng cao. Trong s cc loi thit b, my mc thuc nhm, sn phm Cu t hnh Hp Thnh, mt sn phm chuyn dng li c nh gi kh cao, vi h s hi lng ln n 2,64 (cao nht l 3) v sn phm ny cng c nh gi kh cao khi bnh chn qua mng. Phng vn mt s doanh nghip c s dng cn cu trong sn xut, t l bnh chn cho cu Hp Thnh l 86% (6/7 doanh nghip) v cc kin u nhn xt y l sn phm c cht lng tt, gi c ph hp v dch v chu o.

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i din cho cc sn phm c nh gi cao gm: H thng thit b x l bt giy v ph tng ca c Ton My mc, thit b phc v sn xut, ch bin thc phm, dc phm, m phm, ho cht ca Cng ty Kin Cng My pht in Tl POWER ca Cng ty Trng lc Cu t hnh xe chuyn dng ca Cng ty Hp Thnh Sn phm v rut xe c gii-nng nghip, cao su k thut ca cng ty nam Hoa Mai Sn phm bulng, ai c cc loi ca nh my Quy ch 2 Sn phm kha Minh Khai ca Cng ty kha Minh Khai My gt p lin hp ca Cng ty nha Hong Thng Sn phm xe ti CuulOnG - DFAC ca Cng ty t TMT Sn phm t HAFEi - HFJ7110E ca Cng ty t Xun Kin Sn phm xe my ca cng ty Yamaha Motor Vit nam Xe bus v xe khch Thaco ca Cng ty t Trng Hi Sn phm khung xe p cc loi ca Cng ty xe p Bc Sn phm xe my cc loi ca Honda Vit nam t Mercedes S350 ca Cng ty Mercedes - Benz Xe my Suzuki Hayate phin bn c bit ca Cng ty Suzuki Vit nam Sn phm xe my Atila - SYM ca Cng ty VMEP Vit nam Sn phm xe Piaggio ca Cng ty TnHH Piaggio Vit nam Sn phm xe my ca Cng ty TnHH SuFAT Vit nam Xe p Thng nht ca Cng ty TnHH nh nc mt thnh vin Thng nht

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BnH CHn, nH Gi CA nGi Tiu DnG V CC Sn PHM HA CHT, VT T nnG nGHiP

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Cc sn phm ha cht dn dng v vt t nng nghip l nhm rt c quan tm trong t bnh chn ln ny. Mc d s lng sn phm c bnh chn qua mng cng kh nhiu, nhng s sn phm c bnh chn ch l 72 sn phm hoc nhm sn phm. Doanh nghip c s sn phm c nhiu nht l nicotex vi 8 sn phm thuc bo v thc vt. Cc b phn hng ha ch yu trong nhm ny gm cc loi bt git, du gi, sa ra mt, nc ty ra cc loi, cc loi phn bn v thuc bo v thc vt. ngoi ra, tham gia vo nhm ny cn c cc ging cy trng v thc n chn nui. Tng s lt bnh chn cho 72 sn phm ca nhm trn c 4 tiu ch l 662.877 lt (bnh qun 9206 lt/sn phm cho c 4 tiu ch v 2301 lt/mi tiu ch). Tng s lt bnh chn cho tiu ch cht lng l 255.393 (bnh qun 3547 lt/ sn phm), tiu ch gi c l 181.157 (bnh qun 2516 lt/sn phm), tiu ch mu m sn phm, dch v b sung l 133.404 (bnh qun 1752 lt/sn phm), tiu ch uy tn thng hiu l 92.923 (bnh qun 1290 lt/sn phm). C s gia tng rt mnh v s lt bnh chn cho tiu ch cht lng sn phm (bnh qun 3547 lt/sn phm) so vi mt bng chung c 4 tiu ch trong nhm ny (2301 lt). Tiu ch uy tn thng hiu c s lt bnh chn kh khim tn (ch ln hn 50% so vi mc bnh qun chung). V tiu ch Cht lng sn phm, mc bnh chn bnh qun n 3547 lt c cho l rt nhiu so vi cc nhm hng khc, trong ni bt l cc sn phm Kem nh rng Close up (vi 9860 lt), Colgate Total (vi 6877 lt), Du gi Dove phc hi (9658 lt), Clear (8751 lt), Head&shoulders (6427 lt), Enchanteur (6421 lt), Pantene (5484 lt), Kem dng da E100 (9542 lt), Olay Total Effects (8757 lt), Kem ngh tr mn Biona (8653 lt), Ponds (6427 lt), X phng lifebuoy (8848 lt), nc git M Ho (5327 lt), Bt git V Dn (2207 lt). Cc sn phm phn bn v thuc bo v thc vt c s lt bnh chn cng kh cao nh: Cc sn phm ca nicotex (ACEniDAX 17WP, niPHOSATE 480Sl, QuiniX 32 WP, CHAni 300EC) u c s lt bnh chn trn 2000 n 3000 lt, Phn bn ZOOREA (2142 lt), Phn bn c ph Thin Sinh

(2061 lt), BROilER GROWER (2058 lt) nhn chung, c s khc bit ln v s lt bnh chn ca cc sn phm thuc b phn ny vi b phn khc (trong cao nht l cc sn phm kem nh rng), nhng trong cng b phn th s khc bit li khng ng k, ngoi tr mt vi trng hp c bit, chng hn, sn phm nc xt phng Dng Thnh (ch c 676 lt), Dung dch ty men s Dng Thnh (606 lt), t

sch DASA-X (c 176 lt), My nng nghip Gia Khang (72 lt) v Phn bn l Sen Vng (rt tic ch c 43 lt). Tiu ch gi c ca sn phm cng c th bin thin (ct mu vng cam trn biu ) tng i ging vi tiu ch cht lng, tr mt s trng hp c bit, ngha l s khc bit trong cng b phn khng nhiu, trong khi c s khc bit ln gia b phn ny v b phn khc v s lt bnh chn. Mt s trng hp

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c s khc bit ln v s lt bnh chn cho tiu ch gi c nh: nimaxon 20Sl v St trng an ca nicotex c s lt bnh chn rt cao cho tiu ch cht lng (trn 3000), nhng s lt bnh chn cho gi c li kh thp (t 700-900 lt), ngc li, vi cc trng hp nh Du gi Dove v Double Rich, Enchanteur, Phn bn u tru Bnh in v Phn bn Zoorea th s lt bnh chn cho cht lng khng nhiu, nhng s lt bnh chn cho gi c li cao hn nhiu, thm ch n 30%. V logic ca tm l tiu dng, t khi ngi tiu dng a ra bnh chn cho cc tiu ch khc khi m tiu ch cht lng khng c nh gi cao, tr khi c s cun ht mnh ca gi c i vi ngi dng, hoc l sn phm rt thng dng v cht lng ca cc sn phm tng t kh ng u nhau. Mt s sn phm c s lt bnh chn nhiu cho tiu ch gi c l Du gi Double Rich (8242 lt), Du gi Enchanteur (8421 lt), Du gi Pantene (8742 lt). Trong khi , mt s khc li ch c s lt bnh chn vi 2 ch s (vi 23 lt v 55, 56 lt). Vi tiu ch mu m v dch v i km, s lt bnh chn khng c nhiu khc bit so vi 2 tiu ch cht lng v gi c (ct mu xanh trn biu ), ngoi tr mt s sn phm c s lt bnh chn cao hn so vi hoc tiu ch gi c hoc tiu ch cht lng nh trng hp ca Phn bn Mt tri, Ging la TBR1 ca Cng ty ging cy trng Thi Bnh, Thc n gia sc m c cho heo ca Cng ty thc n gia sc li Thiu, Phn bn Vinacam, Sn phm Jingangmeisu ca Cng ty c phn nicotex, du gi Clear, nc sc ming Oral-B. Dng nh ngi tiu dng hnh dung v nh gi s a dng v mu m sn phm, dch v b sung v i km lin quan trc tip n vn ca bao b, kiu dng, s chm sc sau bnv cc yu t khc nn bnh chn nhiu hn cho tiu ch ny. Vi tiu ch uy tn thng hiu (biu trang sau), cc sn phm c bnh chn vi s lt nhiu nht vn l cc loi x phng, du gi, bt git (vi s lt bnh chn ln n trn 3000 lt), k n l cc sn phm phn bn, thuc bo v thc vt (c s lt khong trn 2000 lt). nhn chung, theo nh gi ca nhm nghin cu th s tp trung bnh chn ca ngi tiu dng vn thin v

cc thng hiu uy tn nhiu nm nay, c bnh chn trn nhiu din n v gii thng khc. iu ny t ra cho cc thng hiu cn t c bnh chn mt vn l lm sao dn tng bc gia tng cc hot ng truyn thng thng hiu song hnh cng vi vic nng cao cht lng, m rng khu vc cung cp v thc hin tt cc cam kt vi khch hng. Mt s sn phm c s lt bnh chn khng cao l t sch, mt vi loi my nng

nghip, ging cy trng (ch c vi chc hoc trn 100 lt bnh chn). C bit c bt git Tide, du gi Dove phc hi, c s lt bnh chn cng rt thp, mc d y khng phi l nhng thng hiu mi xut hin trn th trng.

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 lm r i vi trng hp ny, khi kho st v phng vn ti mt s a phng, nhm nghin cu hi trc tip mt s ngi tiu dng, cu tr li t h, n gin l Ti khng thch thng hiu , hoc Ti thy khng uy tn nh nhng thng hiu khc hoc l kin c nhn. l gii chi tit hn cho nhng cu tr li , tt nhin, mi p vin li c l do ring v nhm nghin cu khng cp trong Bo co ny. Bt git lix, c bnh chn nhiu hn c cc loi bt git khc nh OMO, Tide, V dn, Surf - hi kh l gii, nhng d sao cng xin c chc mng bt git lix. Kt qu kho st qua phiu iu tra trc nghim v qua phng vn ngi tiu dng cho thy, mc hi lng ca

ngi tiu dng i vi cc sn phm thuc nhm ny rt cao (thuc vo mt trong s 3 nhm c h s hi lng cao nht). C l xut pht mt phn v y l nhng sn phm rt quen thuc i vi ngi tiu dng v c rt nhiu sn phm ni ting t nhiu nm nay ti Vit nam. Di y l mt s nhn xt c th ca ngi tiu dng cho cc sn phm ca nhm ny: Cc sn phm du gi c nhn nh l cht lng cao, gi hp l v sn phm thng xuyn c i mi, b sung thm cc tnh nng b ch. Tuy nhin, s lp v ca cc sn phm thun ty Vit nam cho thy dng nh th trng ca cc sn phm ny b chi phi mnh bi cc tp on ln (???).

Cc sn phm bt git nh OMO, Tide c nh gi cao ti cc thnh ph ln nhng ti khu vc nng thn, thng hiu lix, V dn li rt c a chung v c h s hi lng cao (2,74 v 2,66). Xt v kh nng ty sch, nhm nghin cu cng quan st th nghim do mt ngi tiu dng tin hnh i vi 2 loi bt git l OMO v V dn, kt qu l mc ty trng ca 2 loi bt git ny c ghi nhn l nh nhau. Cc sn phm thuc bo v thc vt mc d c h s hi lng khng cao nh cc sn phm khc nhng c nhiu ngi tiu dng khu vc nng thn nh gi tt (cc phiu kho st Thi nguyn, Tuyn Quang, Hng Yn nh gi rt cao cc sn phm ny, c bit l cc sn phm ca cng ty nicotex).

Mt s sn phm trong nhm c mc hi lng cao ca ngi tiu dng: Bt git V Dn ca Cng ty TnHH ViCO Bt git Omo ca unilever Vit nam Bt git Surf ca unilever Vit nam Bt git Tide ca Cng ty P&G Vit nam Bt git liX ca Cng ty lixco Vit nam nc x vi Comfort ca unilever Vit nam nc x Dowmy ca Cng ty P&G Vit nam X phng lifebuoy ca unilever Vit nam nc ra chn Sunlight tr xanh ca unilever Vit nam Kem nh rng P/S ca unilever Vit nam Kem nh rng Close up ca unilever Vit nam Kem nh rng Colgate Total ca Colgate Palmolive Vit nam nc sc ming ORAl-B ca P&G Vit nam Du gi u Clear ca unilever Vit nam Du gi Rejoice ca Cng ty P&G Vit nam Du gi EnCHAnTEuR ca Cng ty EnCHAnTEuR Vit nam Du gi Dove phc hi h tn ca unilever Vit nam Du gi DOuBlE RiCH ca Cng ty lin doanh M phm lG Vina Du gi u PAnTEnE ca P&G Vit nam Du gi Head&Shoulders ca Cng ty P&G Vit nam

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 POnDS ca unilever Vit nam Phn bn nhp khu ng gi vi thng hiu VinACAM ca Cng ty Vianacam Phn bn Kali israel Hai con rng ca Cng ty Vinacam Phn bn ca Cng ty Con C Vng Phn bn nPK u Tru (cho cy n tri) ca Cng ty Phn Bn Bnh in m ur H Bc ca Cng ty Phn m v Ho cht H Bc m ur ca Tng Cng ty Phn bn v Ha cht Du kh Phn bn tit kim m ZOOREA ca Cng ty SiTTO Vit nam Sn phm JinGGAnGMEiSu ca Cng ty niCOTEX Sn phm niMAXOn 20Sl ca Cng ty niCOTEX Sn phm CHAni 300EC ca Cng ty niCOTEX Sn phm ACEniDAX 17WP ca Cng ty niCOTEX Sn phm QuiniX 32 WP ca Cng ty niCOTEX Sn phm SATTRunGDAn 95BTn ca Cng ty niCOTEX Sn phm Bini 58 - 40EC ca Cng ty niCOTEX Sn phm niPHOSATE 480Sl ca Cng ty niCOTEX Sn phm ging b sa ca Cng ty Ging B Sa TP.H Ch Minh Sn phm Drago m c 1080A ca Cng ty dinh dng Vit Tn

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BnH CHn, nH Gi CA nGi Tiu DnG V CC Sn PHM in, in T V PH Kin

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nhm cc sn phm in t, in gia dng v ph kin gm 74 sn phm c, c tng s lt bnh chn cho c 4 tiu ch l 602.170 lt, thuc nhm c s lt bnh chn khng qu cao (bnh qun ch l 8137 lt/sn phm tnh cho c 4 tiu ch v nu tnh cho mi tiu ch th t l ny l 2034 lt). Tiu ch cht lng sn phm c tng s 182.788 lt bnh chn (bnh qun 2470 lt/sn phm), tiu ch gi c c tng s 144.629 lt bnh chn (bnh qun 1954 lt/ sn phm), tiu ch mu m v dch v c tng s 118.527 lt bnh chn (1601 lt/sn phm), tiu ch uy tn thng hiu c tng s 156.226 lt bnh chn (bnh qun 2111 lt/sn phm). So vi mc bnh qun chung cho c 4 tiu ch th ch c 2 tiu ch c s lt bnh chn cao hn, l tiu ch cht lng v tiu ch uy tn thng hiu. Hai tiu ch cn li c s lt bnh chn kh thp so vi bnh qun chung. Mc d, s cc sn phm c ban u ca nhm ny kh cao, song s sn phm iu kin a vo phn tch li ch c 74 sn phm (do qu nhiu sn phm khng c bnh chn trn mng). S phn tn ca nhm sn phm ny v cng dng phn no cng cho thy s phc tp khi phn tch theo tng tiu ch ca sn phm trong nhm. Chnh v th m s khc bit v s lt bnh chn gia cc chng loi sn phm l kh cao, thm ch hn km nhau n c ngn ln. Tnh trng ny cng xy ra i vi mt s nhm khc, nhng y l mt trong nhng nhm c s khc bit kh cao. l gii v iu ny, theo chng ti, c s xut hin ng thi ca mt s thng hiu lu nm, trong khi li c nhng thng hiu mi xut hin trn th trng v khu vc a l m sn phm c mt cn hn hp, nn nhiu ngi cha bit n chng, v vy s lt bnh chn ng nhin thp. Trong cc trng hp , nhm nghin cu tnh n yu t tng quan (ngha l c xem xt trong tng quan vi sn phm tng t trong cng mt chng loi phn tch v bnh chn), nhm m bo tnh khch quan v khuyn khch s xut hin ngy cng nhiu hn ca cc sn phm mi trn th trng. V tiu ch Cht lng sn phm, vi mc bnh chn bnh qun 2470 lt/ sn phm, cc sn phm c s lt bnh chn cao gm: Smart Tivi lG (8430 lt) Tivi Philips (vi 5244 lt), Tivi JVC (5316

lt)), Tivi Toshiba (5718 lt), My in nh Canon (5343 lt), laptop iBM (5417 lt), Sony KDl-40nX710 (5844 lt), in thoi nokia 500 (5847 lt), My git Sanyo (6434 lt), n p 500VA Robot (6712 lt), Qut in ASiA (6812 lt), iu ha nagakawa (6841 lt),

Pin Con th (7462 lt) trong smart tivi lG c s lt bnh chn cao nht. i din cho cc sn phm c s lt bnh chn trung bnh l Thit b ch bin nng sn ca Cng ty c phn c kh Vina nha Trang (2522 lt), Ph kin

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ng dy truyn ti ca Cng ty TnHH ngn Giang TB G7 (2547 lt), Bng in t lED s ca Cng ty c phn XnK Startech (2563 lt), iu ha REE (2579 lt), Cp in lucky Sun (2655 lt), Cp trung th VinASAMA (2690 lt), Bin p 3 pha liOa (2777 lt), ni cm in Sun House (2789 lt), Dy in CADiVi (2805 lt), n Rng ng (2841 lt), Dy in Trn Ph (3595 lt). Trong 74 sn phm c, vn c n 21 sn phm c s lt bnh chn di 1000 lt (c 5 sn phm c s lt bnh chn di 100), chng hn: Cn t Mai Th (48 lt), Qut Tn Hon Cu (57 lt), Qut trn Vnh Thi (57 lt), My thi nha Mai Th (59 lt), T ng ng Vit H (70 lt). Tt nhin khng phi mi sn phm c s lt bnh chn cho tiu ch cht lng thp ngha l cht lng ca sn phm thp. Vn cn lin quan n nhiu yu t khc nhau na m Chng trnh ny cha c iu kin cp. V tiu ch gi c sn phm, c s lt bnh chn nhiu nht l cc sn phm nh My git Sanyo (vi 5344 lt), Smart Tiv lG (5424 lt), Samsung Smart Tivi (5437 lt), Tivi Toshiba (5545 lt), Sony KDl-40nX710 (5717 lt), n p 500VA Robot (5871 lt), Tivi TCl (6434 lt), Qut in ASiA (6742 lt), in thoi H1000 Hanel (6884 lt), iu ha nagakawa (7851 lt). nhm k tip l cc sn phm in gia dng v cp in Cadisun (1311 lt), My lnh t Hoa Sng (1399 lt), iu ha Samsung (1462 lt), in t Arirang (1464 lt), iu ha Panasonic (1520 lt), iu ha lG (1521 lt), Balat n hunh quang in c Thng nht (1776 lt), Bng n v mng n Rng ng (1780 lt), Cc sn phm in quang (1785 lt). S lt bnh chn t nht thuc v cc sn phm My thi nha Mai Th (34 lt), Qut trn Vnh Thi (42 lt), Cn t Mai Th (46 lt), T ng ng Vit H (48 lt), Qut Tn Hon Cu (67 lt), loa treo tng Peace (71 lt) Mc chnh lch v s lt bnh chn gia tiu ch cht lng v gi c ln nht thuc v tivi lG v thp nht l cc sn phm n treo tng, n trn. Tiu ch mu m ca sn phm v dch v b sung, c nhn nh l c s

bin ng khng nhiu so vi cc nhm khc v s lt bnh chn. n trang tr Dng Minh, My in nh Canon, iu ha Electrolux, l vi sng Goldsun, ni cm in Sun Home, Mn hnh lCD Bin Ha, ni cm in Vit nht, Ampli Tin t, iu ha t ng Bnh Ha c coi l nhng trng hp c bit ca nhm do c s lt bnh chn cho tiu ch mu m v dch v cao hn kh nhiu so vi s lt bnh chn cho tiu ch cht lng hoc tiu ch gi c. Chim s lt bnh chn cao nht trong nhm l iu ha

Electrolux (4126 lt), Pin Con th (4316 lt), in thoi H1000 Hanel (4512 lt), iu ha nagakawa (5123 lt), My in nh Canon (5323 lt), My git Sanyo (5324 lt), Samsung Smart TV (5419 lt) v c s lt bnh chn thp nht trong nhm l Qut trn Vnh Thi (21 lt), Cn t Mai Th (22 lt), My thi nha Mai Th (22 lt), Qut Tn Hon Cu (23 lt), loa treo tng Peace (53 lt), T ng ng Vit H (58 lt), Qut phun sng Phc Tm (59 lt), loa sn vn Anh Kit (68 lt).

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V uy tn thng hiu (biu trang sau), cc sn phm tivi chim s lt bnh chn cao nht (chng hn Tivi Sony, Phillip, Toshiba, Samsung, lG c s lt bnh chn ln n trn 6000 lt), cc sn phm nh n p Robot, Qut in ASiA cng c s lt bnh chn ln n gn 7000 lt. Mt s sn phm khc c s lt bnh chn cao nh: Sn phm in v ph kin ca in Quang, Rng ng, iu ha Samsung, lG, Panasonic, iu ha trung tm REE, My bin p liOA, Dy v cp in Cadivi, Pin Con Th Bn cnh l mt s sn phm c s lt bnh chn thp nh My pht in Hu Ton HG5500 ca Cng ty TnHH Ton Thun Pht (408 lt), Qut phun sng cng nghip 650 ca Cng ty TnHH Phc Tm (341 lt), T ng VH-565HY ca Cng ty TnHH ng Vit H (61 lt), Qut treo tng DFP-TW Cng ty c phn C in Tn Hon Cu (80 lt), Qut trn trang tr Q32 ca Cng ty c phn Vnh Thi (78 lt). Tng hp cc kin bnh lun ca ngi tiu

dng v cc sn phm (qua kho st b sung v phng vn trc tip): S a dng ca cc sn phm in, in t c v chng loi, cp cht lng v s tham gia ca cc doanh nghip sn xut khc nhau to c hi tt cho ngi tiu dng la chn sn phm ph hp. Sn phm lun c i mi (vi cc sn phm iu ha, t lnh, my git v c bit l cc loi tivi) trong khi gi c ngy cng h hn l u th vt tri ca nhm sn phm ny. V vy mc hi lng ca ngi tiu dng i vi cc sn phm ca nhm ny kh cao. Rt nhiu sn phm c h s hi lng t 2,0 tr ln (vi 3,0 l ti a). Dch v sau bn v cc dch v b sung khc ca cc nh cung cp kh tt. Tuy nhin, thi phc v ca mt s doanh nghip vn cn hn ch, nht l cch thc giao tip v kh nng x l cc khiu ni ca khch hng. Vn cn c mt s kin (3/7 kin) cha hi lng vi ch bo hnh ca mt s loi tivi,

iu ha ( kin t ngi tiu dng Hng Yn, Tuyn Quang). Mt s khc li cho rng (2 kin) kh xc nh c s khc bit v tnh nng v cht lng ca cc sn phm tivi, trong khi li c s khc bit kh ln v gi c ca chng2. Cc loi n v thit b chiu sng, ph kin ng dy ti in c nh gi vi h s hi lng thp hn, nhng khng c nhng kin nhn xt tiu cc cho cc sn phm ny, ngoi tr nhn xt vn c s xut hin khng h t ca cc loi dy v cp in gi lm cho ngi tiu dng kh nhn bit v nguy c mua phi hng gi l kh cao. Sn phm c nh gi l hi lng nht (h s hi lng ln n 2,9) l Bng n ca Cng ty in Quang, k n l Bng n hunh quang ca Rng ng (h s hi lng 2,78).
2 Thc t nhiu ngi tiu dng khng s dng ht cc tnh nng ca cc sn phm tivi i mi, v vy tht kh nh gi chnh xc v cht lng, trong khi , gi c ca sn phm rt khc nhau i khi ch cn c s khc bit mt tnh nng no y. l c th ca cc sn phm cng ngh cao.

Mt s sn phm c h s hi lng cao c ngi tiu dng bnh chn: Bng n ca Cng ty bng n in Quang Bng n ca Cng ty bng n phch nc Rng ng n trang tr ca Tp on Xun lc Th iu ha Samsung ca Cng ty in t Samsung iu ha lG ca Tp on lG Electronics iu ha Panasonic ca Cng ty Panasonic Vit nam Sn phm in t Arirang ca Cng ty Dch v Ph nhun Sn phm Ampli Digital Karaoke ca Cng ty in t Tin t ni cm in Vit nht (SATO) ca Cng ty in t Vit nht ni cm in cao tn ca Cng ty Sun House iu ha trung tm ca Cng ty in my R.E.E n p liOA ca Cng ty nht linh - liOa Dy in dn dng ca Cng ty CADiVi Sn phm Pin, c quy ng nai PinACO Dy v cp in ca Cng ty C in Trn Ph Cp vn xon trung th ca Cng ty Sao Mai Vit nam (Vinasama) Tivi Sony KDl-40nX710 ca Cng ty Sony Vit nam

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 Tivi Samsung Smart TV ca Cng ty in t Samsung Tivi Full HD lED Smart TV Truy cp internet ca lG Electronics Tivi Wl700 (55/46) ca Cng ty Toshiba Vit nam Tivi ca Philips Vit nam Sn phm my in nh ca Canon Tivi lED ca Cng ty JVC Vit nam iu ha khng kh ESM12HRA-D ca Electrolux iu ha niS-C(A)901n1ca Cng ty nagakawa Vit nam Qut in ASiA ca Cng ty qut Vit nam (ASiA) Thit b in, thit b chiu sng ca Cng ty Sao Thi Dng Dy cp in lucky Sun ca Cng ty lucky Sun Ph kin ng dy truyn ti ca Cng ty ngn Giang TB G7 Bng in t lED s ca Cng ty XnK Startech My git ASW-u850HT ca Cng ty Sanyo HA Asean (SHA) in thoi ca nokia Pin Con Th ca Cng ty Pin H ni c quy GS ca Cng ty c quy GS Vit nam

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BnH CHn, nH Gi CA nGi Tiu DnG V CC Sn PHM VT Liu XY DnG

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nhm cc sn phm vt liu xy dng bao gm cc chng loi ch yu nh cc loi xi mng; cc sn phm gch xy, gch p lt; cc loi ngi lp v ngi trang tr; b tng ti; cc loi sn ni, ngoi tht v mt s vt liu khc. Tng s sn phm c ca nhm ny l 72. Vi tng s bnh chn cho c 4 tiu ch ca nhm vt liu xy dng l 419.953 lt th bnh qun s lt bnh chn cho mi sn phm trn c 4 tiu ch s l 5832 lt (tnh bnh qun cho mi tiu ch th s lt bnh chn s l 1438 lt/ sn phm). Ring tng tiu ch th cht lng c tng lt bnh chn l 137.397 (bnh qun 1908 lt/sn phm), tiu ch gi c c tng lt bnh chn l 103.926 (bnh qun 1443 lt/sn phm), tiu ch mu m, dch v c tng s lt bnh chn l 83.958 (bnh qun 1166 lt/ sn phm), tiu ch uy tn thng hiu c tng s bnh chn l 94.672 (bnh qun 1314 lt/sn phm). So vi mc bnh qun chung cho c 4 tiu ch th ch c 2 tiu ch c s lt bnh chn cao hn, l tiu ch cht lng v tiu ch gi c. Hai tiu ch cn li c s lt bnh chn kh thp so vi bnh qun chung. nhn chung, y l nhm sn phm c tnh tng ng tng i cao so vi cc nhm khc, sn phm ch tp trung mt s mt hng nht nh, t c s phn tn. V tiu ch Cht lng sn phm, vi mc bnh chn bnh qun 1908 lt/sn phm, mc phn tn v khc bit gia cc sn phm hoc chng loi sn phm l khng qu ln trong nhm hng ny. Cc mt hng xi mng, sn c nhn nh l c s lt bnh chn vt tri hn so vi mt s mt hng khc. Mc ng u cao thuc v cc sn phm ngi lp v ngi trang tr. Sn phm c s lt bnh chn cao nht trong nhm thuc v Sn JOTOn (vi 8124 lt). K n l cc sn phm nh Xi mng H Tin 2 (8124 lt), Xi mng Cm Ph (6712 lt), Xi mng Ty (3555 lt), Xi mng nghi Sn (3699 lt), Xi mng H Tin 1 (3780 lt), Xi mng Fico (3993 lt), Xi mng Hong Thch (3996 lt), Sn i bng (5428 lt), Xi mng hi Phng (5458 lt). Gch Granite Trung (1763 lt), Gch gm Hong H (1798 lt), Gch Tuildonai (1910 lt) l nhng i din c s lt bnh chn nm trong gii hn mc bnh chn trung bnh cho nhm v tiu ch cht lng. Cc sn

phm c s lt bnh chn thp cho cht lng l Tm lp t nha Polycarbonat, t Polystyrol v Bng gm Phng nam (s lt bnh chn ch di 100 lt). Khi tm hiu k hn, nhm nghin cu nhn thy, c 3 sn phm ny thng ngi tiu dng trc tip khng trc tip i mua sn phm m thng qua cc bn thi cng, v vy mc d c s dng kh rng ri, nhng bit v bnh chn th hn ch chnh l ch ngi tiu dng cha hnh dung c v chng. Cc sn phm sn, nh Dulux, uSA paint cng c nh gi cao v cht lng thng qua s lt bnh chn.

V gi c, c trng hp c coi l bt thng khi m s lt bnh chn cho tiu ch ny vt kh xa so vi s lt bnh chn cho tiu ch cht lng nh trng hp ca Gch khng nung Bo c, ngi Prime, Granit Trung , Xi mng Cm Ph (vi s lt bnh chn cho gi c thm ch cao hn n c ngn lt). Gi v tr qun qun cho s lt bnh chn ca tiu ch gi c l Xi mng Cm Ph (8412 lt), Sn JOTOn (6541 lt), Xi mng H Tin 2 (6541 lt), Xi mng Hi Phng (5421 lt), Sn i bng (3139 lt), Xi mng H Tin 1

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(2813 lt), Xi mng Thng long (2790 lt), Xi mng Hong Thch (2658 lt), Gch khng nung ca Tng Cng ty u t & pht trin xy dng (2151 lt), Phim cch nhit nm Sao (2142 lt). Cc sn phm c s lt bnh chn thp cho tiu ch gi c gm c Tm lp nha PS Phng nam (37 lt), Bng gm Phng nam (57 lt), Tm lp nha PC Phng nam (63 lt), ngi trang tr Viglacera (126 lt), Sn ngoi tht Rino (145 lt), B tng ti i nam (159 lt), Sn Alkyd Kim Sn (232 lt), Sn Terracoat Standard (294 lt). Mt s sn phm sn c s lt bnh chn kh ng u nhau v trn mc trung bnh chung ca nhm nh Sn lt Hodastone (1302 lt), Gch men italian Home (1395 lt), Sn Dulux (1411 lt), Sn Tison (1418 lt), Sn uSA paint (1432 lt), Sn ASEE (1538 lt), Sn TOA (1581 lt). V mu m ca sn phm v dch v i km, dch v b sung, nhn chung cc sn phm c nh gi khng c nhiu t bin so vi cc nhm khc nh tnh tng ng cao v mc phn tn thp ca cc mt hng trong nhm. c bnh chn nhiu vn l cc sn phm xi mng, tip theo l cc sn phm gch (gm gch nung v khng nung, gch trang tr). Cc sn phm sn c nh gi mc trn trung bnh so vi mt bng chung ca c nhm. S lt bnh chn thp nht vn thuc v mt s loi tm lp, mt vi mt hng sn ngoi tht v vt liu xy dng c chng (nh ngi trang tr Viglecera, Vt liu xy dng Klassy). Vi tiu ch uy tn thng hiu, sn phm c s lt bnh chn nhiu nht l Xi mng hi Phng (vi 4242 lt), Gch men Thanh Thanh (3587 lt). K n l cc sn phm nh Gch men Cosevco (2272 lt), Gch men italian Home (2317 lt), Gch khng nung Bo c (2966 lt), Gch ngi Viglacera H long (3197 lt), ngi PRiME (3278 lt), Knh ni Chu lai (3523 lt), B tng Khang Thng (2072 lt), ngi TuilDOnAi (2087 lt), Gch ng Tm (2088 lt), Gch khng nung T&PTXD (2225 lt), B tng thng phm Hong H (2014 lt), Sn i bng (2068 lt), Gch Granite Trung (1923 lt), Gch gm Hong H (1984 lt) v Sn uSA paint (1912 lt).

Sn phm c s lng bnh chn thp nht ch c 27 lt v c n 20 sn phm c s lt bnh chn di 500 lt, 3 sn phm c di 100 lt bnh chn. Vic bnh chn qua mng internet cng c nhng hn ch nht nh, v vy y ch l mt knh thng tin tham kho v quan trng hn c, chng ti mun mi doanh nghip cn n lc khng ngng truyn thng thng hiu v gia tng tip xc thng hiu ngi tiu dng bit n nhiu hn thng hiu sn phm ca mnh, t dn to dng lng tin v ham mun tiu dng sn phm. Trong s cc sn phm c bnh chn

kh nhiu, c nhng sn phm thc t mi ch c xut hin trong khong 4-5 nm gn y, chng hn Sn uSA paint, Knh ni Chu lai Tng hp cc kin bnh lun ca ngi tiu dng v cc sn phm (qua kho st b sung v phng vn trc tip): - S a dng ca cc sn phm vt liu xy dng (c bit l cc loi gch p, lt) cho ngi tiu dng c hi rt cao la chn sn phm, nhng cng v th, ngi tiu dng li khng d dng la chn c nhng sn phm c cht lng cao thc s v h phn nn

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rng c khng t sn phm c hnh thc bt mt, qung co rm r, nhng cht lng thc s khng cao, lm ngi tiu dng hi b tht vng3. Sn phm gch c hi lng nht l ca Viglacera, k n l ca Prime. Cc sn phm sn c nh gi cao v mc hi lng. Tuy nhin, vn cn mt s sn phm sn ni tht v sn ngoi tht b ch l c gi qu cao so vi cc sn phm cng loi. C h s hi lng cao nht trong s cc loi sn l Dulux (2,62), k n l uSA paint (2,56). Cc loi khc dao ng t 1,8 n 2,1. Mt b phn ngi tiu dng nng thn a thch s dng sn uSA paint trong khi li
3 nguyn vn 3 kin ca ngi tiu dng ti H ni, Tuyn Quang (cm t trong ngoc kp).

e ngi sn Dulux (do gi cao). Tm hiu k hn, nhm nghin cu bit c rng uSA paint l thng hiu mi xut hin trong khong 5 nm tr li y v hin ang c ngi tiu dng nh gi cao do cht lng sn phm tt, gi bn hp l v dch v chp nhn c. Hn ch ch yu ca loi sn ny l cha nhiu mu sc. Tnh trng c kh nhiu sn phm vt liu xy dng b lm gi c v nhn hiu v v ngun gc xut x lm ngi tiu dng e ngi khi tiu dng nhiu loi vt liu xy dng, nht l cc loi sn, gch p, lt. C n 5/11 ngi tiu dng ti H ni tr li phng vn khng nh l c th d dng gp cc loi gch gi

ca Viglacera v sn gi ca Dulux (?). Sn phm xi mng cng l sn phm c bnh chn nhiu v h s mc hi lng cng kh cao (t 1,6 n 2,4). C n 9 loi xi mng c ngi tiu dng nh gi cao v mc hi lng. Tuy vy, nhng cc bnh lun v kin v cc loi xi mng li khng nhiu, ch yu vn l nhng kin khen. Ti Tuyn Quang, 3 kin bnh lun cho rng xi mng hin nay c sn xut theo tiu chun quc gia, v th vn cn li khng phi l cht lng m l gi bn. Mi loi u c bn vi gi sn sn bng nhau, s chnh khng qu nhiu, li c cung ng n tn chn cng trnh. ngi tiu dng rt hi lng.

Mt s sn phm trong nhm c h s hi lng cao (t kt qu kho st qua phiu iu tra trc nghim): Gch Granite TRunGDO ca Cng ty Trung Gch ngi trang tr ca Cng ty Viglacera H long Gch men ca Cng ty gch men Thanh Thanh Gch trng c ca c Anh ngi lp ca Cng ty gch ngi ng nai (TuilDOnAi) Gch khng nung ca Cng ty Thng mi v Xy dng Bo c ngi lp cao cp ca Cng ty PRiME Xi mng H Tin 1 Xi mng Hong Thch Xi mng Fico Ty ninh Xi mng nghi Sn Xi mng PCB 40 Ty Xi mng Bm Sn PCB30 Xi mng Bt Sn Xi mng Hi Phng Xi mng Cm Ph Sn lt Hodastone ca Cng ty Sn Ho Bnh Sn Dulux ca Cng ty sn Dulux Vit nam Sn uSA paint ca Cng ty sn Quc t M

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 Sn ASEE ca Cng ty Asee Vit nam Sn TOA ca Tp on Sn TOA Sn nippon WEATHERGARD ca Cng ty sn nippon Vit nam Sn i Bng ca Cng ty sn Tng hp H ni Sn JOTOn ca Cng ty JOTOn Sn phm hoa vn t nhin ca Cty PADO

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BnH CHn, nH Gi CA nGi Tiu DnG V CC Sn PHM ni THT, nGOi THT

61

nhm cc sn phm ni tht v sn phm ngoi tht gm cc chng loi ch yu nh: cc loi rm ca; bn gh, ging t; ca i v ca s t g, nha; sn phm ni tht vn phng; cc loi vt t phc v trang tr ni, ngoi tht Vi tng s 71 sn phm c ca nhm, tng s lt bnh chn cho c 4 tiu ch ca nhm vt liu xy dng l 165.043 lt (bnh qun s lt bnh chn cho mi sn phm trn c 4 tiu ch s l 2324 lt v bnh qun cho mi tiu ch l 581 lt/sn phm). y c l l nhm c s lt bnh chn thp nht trong tt c cc nhm c a ra phn tch. Mc bnh qun chung ny (s lt bnh chn bnh qun cho c 4 tiu ch), thm ch cn thp hn kh nhiu so vi mc bnh chn cho 1 tiu ch no y mt s nhm khc. Theo kin ch quan ca nhm nghin cu th do tnh c th ca cc sn phm c trong nhm khng phi c thng xuyn tiu dng v khng phi ai cng tiu dng nn vic bnh chn khng nhiu l iu khng my kh hiu. Xt ring cho tng tiu ch th cht lng sn phm c s lt bnh chn l 55.028 (bnh qun 775 lt/sn phm), tiu ch gi c c s lt bnh chn l 34.549 (bnh qun 486 lt/sn phm), tiu ch mu m, dch v c s lt bnh chn l 26.093 (bnh qun 367 lt/sn phm), tiu ch uy tn thng hiu c tng s bnh chn l 49.373 (bnh qun 695 lt/ sn phm). nh vy l ch c hai tiu ch l tiu ch cht lng v tiu ch uy tn thng hiu c s lt bnh chn bnh qun cao hn so vi mc bnh qun chung cho c 4 tiu ch ca nhm. Phn tch v s lt bnh chn cho tiu ch cht lng sn phm, nhn thy, vi mc bnh chn bnh qun l 775 lt/sn phm, cao hn kh nhiu so vi mc bnh chn bnh qun chung cho c 4 tiu ch. Sn phm c bnh chn nhiu nht thuc v Rm H My (2841 lt), ni tht Ph Xinh (2278 lt), Ca VisionDoor (2716 lt). Tip theo l cc sn phm nh: g Hng long (1904 lt), ni tht vn phng Thi i (2022 lt), Ca cun Smartdoor (2206 lt), g ca Cng ty 26 (1514 lt), Ca Tin Khnh (1716 lt), Knh phun sn Kala (1717 lt), Gh hi trng lin H (1836 lt), Bn gh my c Vit (1206 lt), Bn gh Hip long (1420 lt), Ca nha Ba

Sao (1100 lt), Ca Eurowindow (1190 lt), Ca s Austdoor (1200 lt), Ca Happy Window (1100 lt). Mc d xut hin Vit nam t lu v c nh gi l ca nha c ng cp cao, tuy nhin, s lt bnh chn cho sn phm Eurowindow li thp hn Austdoor (10

lt). Ca nha Ba Sao cng khng chu thua km khi m c s lt bnh chn l 1100 (thp hn Eurowindow ch c 90 lt).

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Cc sn phm c s lt bnh chn khng nhiu cho tiu ch cht lng l T h s Mai Gia Pht (65 lt), Vch ngn PARTiTiOn (66 lt), Bn gh iMAX interior (70 lt), Sofa Giang Thanh long (73 lt), K tivi An Ph Gia (86 lt), Sofa gc Rose Sofa (90 lt), Bn nhn vin Mai Gia Pht (98 lt), Ca g Vit lang (98 lt). nhn chung cc sn phm sofa n l nhng sn phm khng c bnh chn nhiu cho tiu ch cht lng. V tiu ch gi c ca sn phm, cng ging nh tiu ch cht lng, c s khc bit kh nhiu gia cc chng loi hng ha, theo , cc sn phm ca cun, ca nha, rm v g c bnh chn nhiu hn so vi cc sn phm khc. S lt bnh chn t hn vn thuc v cc loi sofa v mt s loi vch ngn, ni tht vn phng. C s lt bnh chn nhiu nht cho tiu ch gi c l Rm H My (2117 lt), tip theo l ni tht Ph Xinh (1730 lt), g Hng long (1566 lt), Ca cun Smartdoor (1550 lt), Ca VisionDoor (1461 lt), Knh phun sn Kala (1490 lt), Gh hi trng lin H (1382 lt) C s lt bnh chn t hn nhiu cho tiu ch gi c thuc v Knh trang tr Ho Bnh (43 lt), K tivi An Ph Gia (48 lt), Bn gh iMAX interior (49 lt), Vch ngn PARTiTiOn (50 lt), Sofa gc Rose Sofa (68 lt), Sofa gc ZEnHOMES (68 lt), Bn nhn vin Mai Gia Pht (69 lt), Ca g Vit lang (73 lt), Sn g Hong o (75 lt), T g Ph Ti (82 lt). Trong cc sn phm c ca nhm, Sn phm ni tht vn phng ca Cng Ty c Phn TTnT Thi i l trng hp kh c bit (c s lt bnh chn cho tiu ch cht lng ln n 2022 lt, nhng s lt bnh chn cho tiu ch gi c li ch c 176 lt, cho tiu ch mu m ch l 192 lt v cho tiu ch uy tn thng hiu li l 2116 lt). Xt cho tiu ch mu m v dch v, nhm cc sn phm sau y c s lt bnh chn nhiu hn bt k sn phm no trong nhm, l: Ca cun Smartdoor (1420 lt), Ca Tin Khnh (1342 lt), Gh hi trng lin H (1162 lt), g Hng long (1286 lt), ni tht Ph Xinh (1396 lt), G Vit (547 lt), Bn n i Thnh (550 lt), Ca nha Ba Sao (598 lt), g ca Cng ty 26 (886 lt), Rm H My (1090 lt), Knh phun sn Kala (1134 lt), Ca VisionDoor (1142 lt). Cc sn phm c s lt bnh chn thp vn thuc v cc loi sofa, mt s vt dng trang tr, k tivi C l y l nhng mt hng thng khng c tnh chuyn doanh ca cc doanh nghip nn vic xy dng thng hiu ring cho chng cn t c ch nn ngi tiu dng kh c th a ra cc comment hoc nhng bnh chn hp l. Xt tiu ch uy tn thng hiu, dng nh khng c s phn ha ln trong nhm v xu hng v s lt bnh chn.

Quy lut bnh chn vn ging nh vi i vi tiu ch cht lng, gi c v mu m, ngha l cc sn phm ca cun, ca nha, rm ca, g ni tht vn c c s lt bnh chn cao hn nhiu so vi cc sn phm khc. Cc sn phm c s lt bnh chn thp vn thuc v mt s loi sofa, mt vi sn phm vch ngn, t h s, k tivi C s lt bnh chn cao nht trong nhm thuc v sn phm gh hi trng lin H (vi 2313 lt), Sn phm ni

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tht vn phng ca Cng ty c Phn TTnT Thi i (vi 2116 lt). ni tht Ph Xinh, ni tht nh Xinh v Ca Tin Khnh l nhng sn phm c bnh chn kh nhiu, tuy nhin, Ph Xinh c bnh chn nhiu hn nh Xinh v y l 2 thng hiu m ngi tiu dng thng hay c s nhm ln khi truyn thng. Trong thi gian tin hnh kho st cho nhm hng ny, mt s p vin c phng vn khng phn bit c gia thng hiu Ph Xinh v nh Xinh. Mc d v cht lng v gi c, Eurowindow c bnh chn khng nhiu nh mt s loi ca nha khc, nhng v uy tn thng hiu th ca nha Eurowindow vn c bnh chn nhiu hn c. Khng c g kh hiu khi m Eurowindow l thng hiu xut hin sm Vit nam v ngy nay, khi ni n ca s nha, ngi ta thng ng ngha n vi Eurowindow?

Tng hp cc kin bnh lun ca ngi tiu dng v cc sn phm (qua kho st b sung v phng vn trc tip): Cc sn phm trong nhm c h s hi lng khng cao (dao ng t 0,7 n 1,9) v khng c nhiu sn phm t c mc h s trn 1,54. ngi tiu dng nhn xt rng, cc sn phm ni tht v ngoi tht mc d rt a dng nhng cht lng cn cha cao, dch v sau bn cn hn ch. Cc loi bn gh (nht l gh sofa) b nhn xt l cht lng thp, gi bn cao (???). Kho st thc t ca nhm nghin cu, thy rng gi bn ca hu ht cc b sofa ch dao ng t 3-4 triu ng, kh thp so vi nhiu sn phm nhp khu v sn phm lm t g. Khi tip xc vi 3 khch hng
4 Mc cao nht cho h s hi lng lng ca khch hng c ngm nh l 3 v h s ny c tnh da trn gi tr bnh qun gia quyn ca 3 mc im quy i: Rt hi lng c tnh 3 im, Hi lng c tnh 1 im v Khng hi lng c tnh 0 im.

(ti ca hng) ang c nh mua sofa th chng ti nhn c cu tr li l gi c hp l. Cc loi ca s v ca i bng nha c nh gi kh cao nh hnh thc p v s thun tin, tnh n nh trong s dng v c bit l thi gian t hng v thi cng nhanh. Eurowindow khng phi l sn phm c h s hi lng cao nht (ch mc 2,26) m l VisionDoor (h s hi lng l 2,34). C l do Eurowindow p ng ch yu nhu cu ca nhng khch hng ln hoc c thu nhp cao (do gi bn kh cao) nn nhiu ngi tiu dng khng c c hi tri nghim v bnh chn5.

5 nhn xt ca ngi tiu dng khi c hi v kt qu kho st i vi Eurowindow v Visiondoor

Mt s sn phm ca nhm c h s hi lng cao (qua kho st vi phiu tr li trc nghim): Rm H My ca Cng ty Thng mi H My Ca cun Smartdoor ca Cng ty ca cun c Smartdoor H ca nha v ca g VisionDoor -sn phm ca Cng ty ca Ha Pht Ca s ca Cng ty ca s Chu u - Eurowindow Gh hi trng, gh rp chiu phim ca Cng ty lin H Sn phm ni tht Ph Xinh G x sy, Pallet, Vn sn t nhin, Vn p, MDF ca Cng ty Vit Gm s Minh long ca Cng ty Thi Hng

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BnH CHn, nH Gi CA nGi Tiu DnG V CC Sn PHM MAY MC, GiY DP

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nhm sn phm may mc, giy dp c 56 sn phm c, trong ch yu l cc sn phm trang phc (gm trang phc cng s, cc loi qun o, trang ph tr em), giy dp cc loi v mt s sn phm khc nh chn, ga, gi Mc d tnh tng ng khng cao gia cc sn phm trong nhm, nhng v c bn y l nhng sn phm tiu dng hng ngy v lun thu ht rt mnh s quan tm ca ngi tiu dng v cng chng. Tuy vy, xem ra tng lt bnh chn cho nhm sn phm ny khng cao nh mt s nhm khc. Vi 56 sn phm, tng lt bnh chn l 440.020 lt (tnh bnh qun cho tng sn phm trong nhm vi c 4 tiu ch th s lt bnh chn s l 7857/sn phm v tnh cho tng tiu ch l 1964 lt). R rng y l con s khng nhiu, nu nh khng mun ni l kh thp i vi mt nhm sn phm m ngi tiu dng rt quan tm. Xt ring cho tng tiu ch c th th tiu ch cht lng c s lt bnh chn cao nht (vi 141.789 lt - bnh qun 2531 lt bnh chn/sn phm), cao hn mc bnh chn bnh qun chung c nhm kh nhiu. Tiu ch gi c vi tng lt bnh chn l 91.729 lt (bnh qun 1638 lt bnh chn/sn phm). Tiu ch mu m, dch v c 78.066 lt bnh chn (bnh qun 1394 lt/sn phm) v tiu ch uy tn thng hiu c 128.436 lt bnh chn (bnh qun 2293 lt/sn phm). nh vy l c 2 tiu ch c s lt bnh chn cao hn mc bnh qun chung c nhm l cht lng v uy tn thng hiu. Trong s cc sn phm c ca nhm, khng thy s xut hin ca mt s thng hiu sn phm may mc c ghi nhn l kh thnh cng v hin xut hin nhiu trn th trng ni a. Kh a ra c l do chnh xc khi m nhng sn phm ny khng c ngi tiu dng bnh chn. i vi tiu ch cht lng sn phm c s phn ha kh ln gia cc chng loi v mt hng trong nhm. S chnh lch gia sn phm c bnh chn nhiu nht vi sn phm c bnh chn t nht ln n 6400 lt. Cc sn phm c s lt bnh chn cao l Thi trang WOW (6741 lt), S mi GEnDAi (6580 lt), Qun o BluE EXCHAnGE (6544 lt), Giy th thao Asia (6435 lt), Giy dp Bitas (5428 lt), Qun o dt kim ng xun (5326 lt), Qun o nguyn Tm

(5326 lt), Giy th thao ca ADiDAS (4234 lt), Sn phm May Xun Thu (4233 lt), Sn phm May Chin Thng (4233 lt), Giy Dp Hng Hnh (4216 lt), Qun o Vit Thy (4133 lt), Giy dp Bitis (4017 lt) Theo bnh chn ny th Giy dp Bitas c nh gi cao hn kh nhiu v cht lng so vi giy

dp Bitis v cao hn c giy th thao Adidas? iu ny c v nh l mt mu thun, nhng cng kh l gii cn k khi m chng ta cha bit c ngi trc tip bnh chn l ai, liu h tng s dng sn phm Adidas chnh hiu cha hay ch l nhng sn phm c lm gi nn c nhng nh gi nh vy. S vt tri v s lt bnh chn ca sn phm s mi Gendai so vi cc sn phm ca Giovani, An Phc, Vit Tin cng dng nh l mt o ln v rt c th s to nn mt c hi mi cho cc thng hiu khi bit quan tm ng mc n cht lng sn phm v cc yu t lin quan khc. nh vy l c n 4 sn phm trong nhm c s lt bnh chn cao trn 6000 lt cho tiu ch cht lng sn phm. V gi c, sn phm c s lt bnh chn cao nht l Thi trang WOW, sau n cc sn phm nh Thi trang WOW (5874 lt), Qun o BluE EXCHAnGE (5647 lt), Qun o nguyn Tm (5327 lt), Giy dp Hng Hnh (5323 lt), Qun o dt kim ng xun (4125 lt), Qun o Vit Thy (3157 lt), Giy dp Bitas (3155 lt), Giy th thao Asia (2366 lt), Sn phm May Chin Thng (2357 lt) Cc sn phm c bnh chn t l Ga, gi lm Anh (220 lt), Vi, si Huy Hong (279 lt), Thi trang Thu Thng (297 lt), Thi trang May Hai (321 lt), Qun Kaki 29-3 (348 lt), S mi Ty (354 lt) Tuy vy, nhng cc sn phm ny cng c n trn 200 v gn 300 lt bnh chn. nhn chung, tiu ch gi c khng c nhng trng hp c bit v s lt bnh chn (ngha l khng c nhng t bin cao hoc thp v s lt bnh chn so vi cc tiu ch khc). V tiu ch mu m hng ha v dch v i km, v c bn s lt bnh chn cng c phn b tng thch vi s lt bnh chn ca cc tiu ch cht lng, gi c, ngoi tr mt s trng hp c bit nh sn phm giy da ca Cng ty Giy da xut khu, Giy dp Bitis, S mi nam An Phc, S mi Ty , Thi trang novelty ca nh B, Thi trang Alcado, Thi trang Song nga, May Vit Tin, sn phm thi trang ca Cng ty may ng nai, Thi trang Ho Ho, Thi trang B.Ball, Qun kaki 29-3, S mi, jacket Sn H, Veston May 10, Sn phm si Th K,

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Ga, gi Everpia, Giy th thao Adidas l c s lt bnh chn cho tiu ch mu m cao hn hn so vi tiu ch gi c hoc tiu ch cht lng. C s lt bnh chn cao nht cho mu m, dch v l cc sn phm Thi trang WOW (4264 lt), Giy dp Bitas (3158 lt), Giy th thao ca ADiDAS (3147 lt), May Vit Tin (2535 lt), Qun o nguyn Tm (2313 lt), Qun o Blue Exchange (2244 lt).

V tiu ch uy tn thng hiu, s dn tri s lt bnh chn t vi trm n vi ngn lt bnh chn cho gn 60 sn phm trong nhm cho thy ngi tiu dng c cch nhn nhn ring cho tiu ch ny. Sn phm c s lt bnh chn nhiu nht l Qun o Blue Exchange (vi 6088 lt), sn phm c bnh chn t nht l giy Vit Chu (vi 335 lt). Sn phm c bnh chn nhiu nht vt xa rt nhiu thng hiu c bit n l ni ting Vit nam nh An Phc, Gendai ca Bnh Minh, May 10, Vit Tin, nh B(nhng sn phm ch c trn di 3000 lt bnh chn). Cng cn lu rng, y l kt qu bnh chn ca ngi tiu dng qua mng internet v ch l mt knh trong s nhiu knh thng tin xc nh danh sch cc sn phm uy tn s c cng b. Vi 3 thng hiu kh ni ting trong nhm cc sn phm s mi v c s lt bnh chn sn sn nhau l Gendai, An Phc v Giovani th Giovani c s lt bnh chn t nht (2715 lt), sau n An Phc (2929 lt) v cao nht l Gendai (3173 lt). y cng l 3 sn phm m ngi tiu dng c nhiu bnh lun, nhn xt nht trong nhm. Tng hp cc kin bnh lun ca ngi tiu dng v cc sn phm (qua kho st b sung v phng vn trc tip): y l nhm sn phm a dng rt c ngi tiu dng quan tm v nhiu sn phm c nh gi cao v mc hi lng. Hu ht cc loi s mi, trang phc c h s hi lng trn 2,0, trong , s mi ca Vit Tin, Gendai ca Bnh Minh v s mi An Phc c nh gi cao nht (h s hi lng tng ng l

2,82; 2,8 v 2,7). Khng c mt nhn xt tiu cc no cho mt hng s mi nam t pha ngi tiu dng. C 3 kin cho cc loi s mi nam v u nhn nh l sn phm p, ph hp xu th tiu dng v gi c ph hp, mng li phn phi rng khp. Cc sn phm qun u nam b ch nhiu hn khen (ch yu l sn phm c ngun gc t Trung Quc), trong yu im l cht lng cha cao, khng phong ph nh mt hng s mi. nhiu loi trang phc ca Vit nam ang b lm gi (hoc sn phm c nhp khu t Trung Quc v c gn nhn gi), nht l trang phc dnh cho n gii v trang phc ma ng. Gi c nhiu loi trang phc (mc d cng loi v cng cp cht lng) rt khc nhau ty theo a ch bn hng v ph thuc vo tng ca hng. iu ny gy kh khn cho ngi tiu dng v to ra thi quen phi i kho gi nhiu ni v thi quen mc c khi mua hng. Dch v sau bn, nht l ch bo hnh khng c ch trng i vi hu ht cc sn phm may mc v giy dp. Vina Giy c h s hi lng cao nht trong s cc sn phm giy dp (2,72), cao hn c sn phm Adidas (2,28). Sn phm giy dp gi xut hin kh nhiu trn th trng, nht l cc loi giy th thao v giy cho n. Cc sn phm chn, ga, gi c h s hi lng khng cao (ch dao ng t 1,0 n 1,8 l ch yu) v b ch l cha tht ph hp vi th hiu ca a s ngi Vit, nht l khu vc nng thn.

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Mt s sn phm ca nhm c h s hi lng cao (qua kho st vi phiu tr li trc nghim): S mi nam nhn hiu GEnDAi ca Cng ty May Bnh Minh S mi nam ca Cng ty May thu giy An Phc S mi ca Cng ty TnHH Giovani Vit nam S mi tay ngn ca Cng ty May Ty S mi ca May Vit Tin Thi trang nam novelty ca Tng cng ty May nh B Thi trang ca Cng ty May ng nai Thi trang AlCADO Thi trang ca Tp on Thi Tun. Giy dp ca Vina Giy Giy, dp ca Cng ty sn xut hng tiu dng Bnh Tin Giy th thao ca Cng ty Giy Thng nh Thi trang unicol v khn mt 3S ca Ho Ho Qun o th thao DOnEX o may , o Tshirt, Jean ca Cng ty Hanosimex Veston nam ca Cng ty May 10 Bt tt ca Cty dt kim Ph Vnh Hng Sn phm may mc ca Cng ty may Vn Xun Sn phm dt kim ca Cng ty nam Vit Si Filament - Polyester Draw tectured Yarn (DTY) ca Si Th K Chn - Ga - Gi - m HAnViCO Chn - Ga - Gi - m SinGViHAn ca Sn Giang Chn ga, gi m ca EVERPiA ViETnAM Chn, ga, gi ca Cng ty may Thin H Dp ca Cng ty sn xut hng tiu dng Bnh Tn (Bitas) Qun o thi trang ca BluE EXCHAnGE Qun o ca Cng ty Dt kim ng xun Qun o ca Cng ty Vit Thy Giy th thao ca ADiDAS Thi trang WOW ca Cng ty thi trang Sn Kim Thi trang WOnDERA ca Cng ty ngc nhi

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BnH CHn, nH Gi CA nGi Tiu DnG V Sn PHM DC PHM, THC PHM CHC nnG

69

nhm cc sn phm dc phm v thc phm chc nng c c vi kh nhiu sn phm (tng s 81 sn phm) v l nhm mc d c tnh tng ng kh cao v chng loi nhng li c tnh phc tp nht nh do hu ht cc sn phm trong nhm u c ngun gc tho dc v tnh nng cha bnh, h tr trong iu tr i khi khng ch ph thuc vo nhn thc v kinh nghim ca ngi tiu dng m cn ph thuc vo rt nhiu cc yu t khc na. y cng l nhm m cc sn phm trong hu ht u c truyn thng qua cc phng tin thng tin i chng, nht l qung co trn truyn hnh, v th, s bnh chn ca ngi tiu dng dng nh kh kht khe v cng kh phn tn theo tng tiu ch v chng loi hng ha. Vi tng s 81 sn phm c ca nhm, tng s lt bnh chn cho c 4 tiu ch ca nhm dc phm v thc phm chc nng l 420.383 (bnh qun chung cho c 4 tiu ch l 5189 lt bnh chn/sn phm v nu tnh ring cho mi tiu ch th t l bnh chn bnh qun ca nhm hng ny l 1297 lt/ sn phm). Tiu ch cht lng c tng s 144.533 lt bnh chn l tiu ch c s lt bnh chn nhiu nht (bnh qun 1784 lt/sn phm, cao hn kh nhiu so vi mc bnh chn bnh qun ca c nhm). Tiu ch gi c c bnh chn nhiu th hai, vi tng s lt l 100.988 (bnh qun 1246 lt/sn phm - cha vt qua mc bnh chn bnh qun ca nhm). Tiu ch mu m, dch v v tiu ch uy tn thng hiu c s lt bnh chn thp hn, tng ng l 94.933 lt cho c nhm (bnh qun l 1172 lt/ sn phm) v 79.929 lt cho c nhm (bnh qun 987 lt/sn phm). nh vy, trong tng s 4 tiu ch bnh chn th ch c duy nht tiu ch cht lng l c s lt bnh chn bnh qun cao hn mc bnh chn chung cho c nhm, cn li 3 nhm u c s lt bnh chn bnh qun thp hn mc bnh qun chung. iu ny cho thy ngi tiu dng nh gi rt cao cht lng ca cc sn phm thuc nhm ny, trong khi vn gi c, mu m v dch v, uy tn thng hiu cn cha thc s c hi lng cao nh i vi cht lng sn phm. V tiu ch th cht lng sn phm, tng lt bnh chn ca 81 sn phm c trong nhm l 144.533 (bnh qun 1784

lt/sn phm), v sn phm c s lt bnh chn nhiu nht ca nhm l Bt ng cc Calsome (8133 lt), k n l cc sn phm nh: Ha long ca Bo long (6456 lt), Miss Saigon Elegance (2913 lt), Traluvi ca Traphaco (4326 lt), Bch H Hot lc Cao (6215 lt), Sng mt Canophin (2829 lt), Dng Can linh (2841 lt), Hot huyt BDF (2875 lt), Vin nang gelatin DP Cu

long (2681 lt), B ph Ch Khi l (2786 lt), Tho dc ESTROliFE (2470 lt), Thuc ho OPC (2544 lt), Ht cm Cansua 3 (2562 lt), m Chi Vng (2639 lt). nh vy, c 3 sn phm bt ph rt ngon mc v s lt bnh chn (ln n trn 8000 v trn 6000 lt trong khi rt nhiu sn phm ch c s

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lt bnh chn trn di 2000 lt). C s lt bnh chn thp nht thuc v cc sn phm nh B Phi DV (53 lt), Vin khp Tm Bnh (53 lt), Ru Tm Bnh (53 lt), lng Can Tr (55 lt). Tuy nhin, mt cch chung nht c th nhn nh rng y l nhm sn phm m mc tng ng l kh cao trong nhm v s lt bnh chn (ngoi tr mt vi trng hp c bit). V gi c, quy lut phn b s lt bnh chn nhn chung cng kh ging vi quy lut ca tiu ch cht lng sn phm, ngoi tr mt s trng hp c s lt bnh chn cho gi c nhiu hn l cho tiu ch cht lng nh Vin C si Faba-Plus ca Cng ty Dc phm Trung ng 1, Thit b Y t ca Medisana, Du xoa Con nai Pharimex, B complex ladophar C s lt bnh chn cao nht trong nhm l Bt ng cc Calsome (4123 lt), ng th hai l Ha long ca Bo long (4126 lt), sau l cc sn phm Bch H Hot lc Cao (3523 lt), Miss Saigon Elegance (1035 lt), Traluvi ca Traphaco (3127 lt), Ht cm Cansua 3 (1822 lt), m Chi Vng (1412 lt), B ph Ch Khi l (2296 lt), Sng mt Canophin (2256 lt), Dng Can linh (1344 lt), Hot huyt BDF (1297 lt) S lt bnh chn t thuc v cc sn phm B Phi DV (37 lt), Vin khp Tm Bnh (33 lt), Ru thuc Tm Bnh (30 lt), lng Can Tr (34 lt), Thit b y t Gia Khoa (116 lt), Gii c Gan Tu linh (238 lt), Du gc VinA Tu linh (99 lt), Dimedrol Vnh Phc (243 lt). V tiu ch mu m sn phm v dch v b sung, s lt bnh chn cho tiu ch ny kh thp (mc bnh qun ch l 1172 lt) v s lt bnh chn nhiu nht thuc v Bch H Hot lc Cao (3129 lt) v theo th t gim dn ca s lt bnh chn c Ha long ca Bo long (2455 lt), Skinbibi (2266 lt), Hng Huyt T (2177 lt), Sng mt Canophin (2076 lt), Salonsip Gel-Patch (2016 lt), Dng Can linh (2002 lt), Tun hon no Thi Dng (1969 lt), Thuc ho Bo Thanh (1908 lt), Kim Tin Tho Ru Mo (1883 lt), Thuc ho P/H (1841 lt), nang gelatin DP Cu long (1840 lt), Cm b mt Kideye (1822 lt), B ph Ch Khi l (1813 lt), C si FabaPlus DPT1 (1799 lt) t nht v s lt bnh chn l Vin khp Tm Bnh

(28 lt), Ru Tm Bnh (20 lt), lng Can Tr (30 lt), B Phi DV (34 lt), Thit b y t Gia Khoa (91 lt), nhun gan Vnh Quang (203 lt), Dimedrol Vnh Phc (229 lt), Colocol Flu Kids (232 lt). nh vy l vn c n 5 sn phm c s lt bnh chn di 100 lt. V uy tn thng hiu, khng c s t bin trong s lt bnh chn ca cc sn phm, mc d vn cn mt s sn phm c s lt bnh chn thp trong khi mt s khc li c s lt bnh chn kh cao (n trn 2000 lt). nhm cc

sn phm c s lt bnh chn cao trong nhm gm Mng p Bo long (2574 lt), Tr Dip H Chu (2008 lt), Thit b Maxcare (1873 lt), Thit b Medisana (1788 lt), Miss Saigon Elegance (1784 lt), Cm b mt Kideye (1784 lt), Du hoa nhi H ni (1741 lt), Du gi Trng Sn (1632 lt), C si FabaPlus ca Dc phm TRung ng 1 (1600 lt), nang gelatin DP Cu long (1578 lt), Ha long ca Bo long (1557 lt), Hoa vit trng linh n (1537 lt), Dng Can linh (1537 lt), natalvit Plus (1526 lt), Hot huyt nam Dc (1527

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lt). Cc sn phm c s lt bnh chn kh thp trong nhm l Ru Tm Bnh (20 lt), Vin khp Tm Bnh (28 lt), lng Can Tr (30 lt), B Phi DV (34 lt), Thit b y t Gia Khoa (91 lt), C si Bnh nh (199 lt), Du gc VinA Tu linh (202 lt), nhun gan Vnh Quang (203 lt), Dimedrol Vnh Phc (229 lt). C mt thc t l trong rt nhiu trng hp, thng hiu sn phm thng c mang tn chung vi thng hiu ca doanh nghip, v th, li th s thuc v nhng doanh nghip xut hin lu hn trn th trng v doanh nghip lm tt hn cng tc truyn thng thng hiu. Mc d Tu linh khng phi l mt thng hiu mi v cng kh ni ting vi sn phm Tr Gio c lam nhng rt tic sn phm du gc li khng c ngi tiu dng bnh chn nhiu.

Tng hp cc kin bnh lun ca ngi tiu dng v cc sn phm (qua kho st b sung v phng vn trc tip): Cc sn phm dc phm v thc phm chc nng c quan tm nhiu v cng l nhm c rt nhiu nhng kin, bnh lun khi cc nghin cu vin tin hnh kho st trc tip qua phng vn mt s nht nh ngi tiu dng. Vi 300 phiu iu tra trc nghim thu v th trn c 300 phiu cc sn phm dc phm v thc phm chc nng u c nh gi, cho thy ngi tiu dng rt quan tm. 17 ngi c phng vn u c kin i vi cc sn phm dc phm, trong tp trung nhiu vo 3 vn nh: Cht lng dc phm (nht l cc loi nam dc) cn c kim chng; thng xuyn c nhng qung co qu mc (thm ch l khng trung thc) v cc loi dc phm; gi c qu cao c l v phi gnh qu nhiu chi ph cho qung co trn truyn hnh.

V cht lng dc phm v thc phm chc nng, cc kin cho rng s kim sot ca cc c quan chc nng cn lng lo dn n rt kh cho ngi tiu dng khi la chn dc phm. Qung co cho cc loi dc phm qu nhiu v c biu hin thiu trung thc, khuch i cng dng lm cho ngi tiu dng qu tin tng vo kh nng cha bnh ca cc loi dc phm. lon gi dc phm l kin c nhc li n 3 ln khi phng vn 17 ngi tiu dng. Cc nh sn xut do qung co qu nhiu trn truyn hnh nn bt ngi tiu dng gnh chu chi ph trong gi bn cc loi thuc. Cc sn phm Thuc ho P/H, Thuc ho Bo Thanh, B ph Ch Khi l, Salon Patch gel ca Hisamitsu l nhng sn phm c h s hi lng kh cao (u trn 2,5) v c ngi tiu dng rt khen c v cht lng v gi c.

Mt s sn phm ca nhm c h s hi lng cao (qua kho st vi phiu tr li trc nghim): Vin sng mt Canophin ca Cng ty Dc phm Hong Giang Thuc ho P/H ca Cng ty ng dc Phc Hng B ph nam H Ch Khi l ca Cng ty Dc phm nam H Vin nang gelatin rng ca Cng ty dc phm Cu long Ht cm Cansua 3 ca Cng ty dc phm v TBYT Minh Pht Thuc ho Bo Thanh ca Cng ty dc phm Hoa linh Vin ung tho dc ESTROliFE ca Cng ty dc phm An Ph Tun hon no Thi Dng ca Cng ty Sao Thi Dng Cao dn Salonsip Gel-Patch ca Cng ty dc phm Hisamitsu Du gi Trng Sn ca Cng ty ng nam Dc Trng Sn Hot huyt dng no ca Cng ty C phn nam Dc Sn phm Phong t thp B Ging Sn phm tinh du hoa bi ca long Thun Kim tin tho ca Cng ty Dc phm OPC Cc loi mng p mt, Du gi tho dc, Sa ra mt Bo long Gii c Gan Tu linh ca Cng ty Tu linh Vin b si Ossizan Multivitaminm, Thuc ho Trng Bch Dip, Vin b si Actiso Pluss ca Dc phm Trng Th Cao xoa bp Bch H Hot lc Cao ca Cng ty ng nam Dc Bo linh Tinh du ngc Tho ca Cng ty Hong ngc Tho

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BnH CHn, nH Gi CA nGi Tiu DnG V CC Sn PHM unG

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nhm cc sn phm ung bao gm cc mt hng nh ru, bia, nc gii kht, cc loi tr, c ph Tng s sn phm trong nhm l 76, trong phn nhiu l cc sn phm nc ung tinh khit, c ph bt v c ph ha tan, mt s loi bia v cc ung dinh dng khc. y l nhm rt c ngi tiu dng ch v bnh chn. Tng s lt bnh chn ca tt c 76 sn phm trong nhm cho c 4 tiu ch l 681.921 lt (bnh qun 8972 lt/sn phm cho c 4 tiu ch v tnh ring cho mi tiu ch th s lt bnh chn bnh qun l 2243 lt). Tiu ch cht lng l tiu ch c tng s lt bnh chn cao nht (223.001 lt - bnh qun 2934 lt bnh chn/sn phm), cao hn kh nhiu so vi mc bnh chn bnh qun chung cho c nhm. Tiu ch gi c c bnh chn nhiu th hai, vi tng s lt l 178.742 lt (bnh qun 2351 lt bnh chn/sn phm, cao hn mc bnh chn bnh qun ca nhm). Tiu ch mu m, dch v c tng lt bnh chn l 148.130 (bnh qun 1949 lt bnh chn/sn phm) v tiu ch uy tn thng hiu c tng s lt bnh chn l 132.050 (bnh qun 1737 lt/sn phm). nh vy l c 2 tiu ch c s lt bnh chn bnh qun thp hn s bnh qun lt bnh chn chhung cho c nhm, l tiu ch mu m, dch v v uy tn thng hiu. V tiu ch cht lng sn phm, s lt bnh chn bnh qun cho tiu ch ny l 2934 lt/sn phm, trong tp trung vo mt s sn phm in hnh nh: nescafe (8367 lt), nestea (7660 lt), nc tng lc number 1 (7321 lt), Bia Tiger (6883 lt), Bia Halida (6842 lt), Bia 333 Premium (6753 lt), nc tng lc liPOViTAn (5871 lt), C ph Moment (5845 lt), nc tng lc Red Bull (5484 lt), Pepsi (4827 lt), Tr xanh 100 (4245 lt), Ch Thi nguyn (4233 lt), Bia chai Saigon Special (4140 lt), Bia Saigon lager (4132 lt), C ph bt BiKacafe (4082 lt), C ph c H (3900 lt), Tr Actiso lodophar (3650 lt), Ch bp Thnh Dng (3611 lt), Fami ca Vinasoy (3433 lt), Bia chai Habeco (3370 lt), Tr Hon ngc (3326 lt), C ph ha tan G7 (3309 lt), Ru Ba Kch-Sealion (3292 lt), Tr Xanh Bu Cn (3287 lt), Tr Atis Vnh Tin (3151 lt), Ru Chi n (3040 lt), Tr Cozy hng du (3008) Cc sn phm c s lt bnh chn thp l

Bia Bn Thnh, nc ung tinh khit neva, C ph bt Hng nguyn, nc ung i-on life. Bia Bn Thnh c s lt bnh chn rt thp, ch c di 10 lt. nhn mt cch tng qut, s lt bnh chn cho tiu ch cht lng tp trung nhiu hn cho cc sn phm nc tng

lc, cc loi ung cng nghip c ga, cc loi bia v mt s loi c ph. S khc bit v s lt bnh chn gia sn phm ng u nhm (trn 8000 lt) vi sn phm cui nhm (di 10 lt) l qu ln.

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(vi 8781 lt bnh chn), tip theo l cc sn phm nh nestea (8664 lt), Pepsi (8657 lt), nescafe (7242 lt), nc tng lc Red Bull (6841 lt), nc tng lc liPOViTAn (6712 lt), Coca-Cola (6520 lt), Bia 333 Premium (6421 lt), Bia Halida (5712 lt), nc tng lc number 1 (5625 lt), Tr xanh 100 (5436 lt), Sa u nnh Fami ca Vinasoy (5425 lt), Bia Saigon lager (4320 lt) Cc sn phm c s lt bnh chn thp vn l nhng sn phm c s lt bnh chn thp cho tiu ch cht lng. Trng hp bt thng xy ra i vi mt s sn phm nh Bia Saigon lager, nc khong Kim Bi, nestea, nc tng lc liPOViTAn, C ph Moment, nc tng lc Red Bull, Sa u nnh Fami ca Vinasoy, Tr xanh 100, Pepsi, Coca-Cola do c s lt bnh chn cho tiu ch gi c cao hn kh nhiu so vi s lt bnh chn cho tiu ch cht lng (c trng hp cao hn n c 1000 lt bnh chn). S lt bnh chn nhiu cho tiu ch gi c ch l tn hiu vui khi m tng quan gia hp l vi tiu ch cht lng v nhng tiu ch khc. V s a dng ca mu m sn phm v dch v b sung, trong nhm ung, khng c s t bin ln v s lt bnh chn, ngoi tr s phn b khc nhau (nh l mt iu tt yu) gia cc chng loi sn phm trong nhm. Chim cc v tr cao trong nhng sn phm c s lt bnh chn nhiu vn l nhng sn phm bia, nc tng lc v mt s loi ung mang thng hiu ton cu khc nh Coca-Cola, Pepsi y cng l iu khng ngc nhin v hu ht nhng sn phm ny l nhng sn phm c v tr rt cao trong tm tr ngi tiu dng, ang chim lnh th phn ln. in hnh trong s l cc sn phm nh: Coca-Cola (6830 lt), nc tng lc Red Bull (5874 lt), nc tng lc liPOViTAn (5471 lt), Bia Halida (5471 lt), Bia Tiger (4591 lt), Bia chai Saigon Special (4517 lt), nescafe (4352 lt), nestea (4221 lt), Bia 333 Premium (3560 lt), Pepsi (3550 lt), nc tng lc number 1 (3517 lt), C ph Moment (3215 lt), Ch Thi nguyn (3155 lt), C ph ha tan G7 (2932 lt), nc khong lavie (2593 lt), Bia chai Halida (2586 lt), Fami ca Vinasoy (2457 lt)

C iu kh tng ng trong kt qu bnh chn gia cc tiu ch trong nhm, l, t l tng quan v s lt bnh chn ca cc tiu ch v c bn khng c s chnh lch ln, ngha l thng th s lt bnh chn cc tiu ch khc nhau ca mt sn phm nhn chung u cao, thp tng ng. iu ny c l ph

thuc kh nhiu vo s gh thm ca ngi tiu dng i vi sn phm c trin lm trn mng. V tiu ch gi c sn phm, ng v tr u bng trong nhm l C ph Moment

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Vi tiu ch uy tn thng hiu, ngoi tr mt s sn phm ung mang thng hiu ni ting ton cu c mt ti Vit nam v c sn xut ti Vit nam c s lt bnh chn rt cao nh Coca-cola, Pepsi, cc sn phm ung khc trong nhm, nhn chung c nh gi kh ng u v uy tn thng hiu khi xt trong cng mt hng c th. S khc bit ch xy ra gia cc mt hng khc nhau. y l mt tn hiu, theo nhm nghin cu, cha tht s mang tnh khch quan v uy tn thng hiu ca cc sn phm khc nhau trong cng mt mt hng thng c s khc nhau, v th khi tnh tng ng cng cao th cng d b hiu l ngi tiu dng bnh chn thiu tnh khch quan (mc d khng phi khi no cng nh vy). Cc sn phm ca Sabeco c nh gi kh tt theo tiu ch uy tn thng hiu, trong khi sn phm ca Habeco b nh gi thp hn kh nhiu so vi sn phm ca Sabeco v Halida. C ph bt Thu H c nh gi cao hn so vi c ph G7 v nescafe v uy tn thng hiu. Tng hp cc kin bnh lun ca ngi tiu dng v cc sn phm (qua kho st b sung v phng vn trc tip):

Rt phong ph, gi c ph hp cho mi i tng tiu dng, l sn phm thng dng, rt thn thin, cnh tranh tt vi sn phm nhp khu l nhng nhn xt chnh v ph bin ca ngi tiu dng i vi cc sn phm thuc nhm ung. T l phiu iu tra trc nghim c tr li y cho cc sn phm trong danh mc rt cao, cho thy ngi tiu dng rt quan tm n cc sn phm ca nhm ny. C qu nhiu sn phm nc ung (nc tinh khit v nc khong) b lm nhi gy lo ngi cho ngi tiu dng v lm xu i hnh nh thng hiu ca doanh nghip. Sn phm bia c nh gi kh cao v mc hi lng, trong bia Halida ni chung v Halida Thng long ni ring c khen nhiu hn v c h s hi lng l 2,6; Bia H ni c h s ny ch l 2,34; Bia Tiger l 2,12 v Hue beer l 1,56. kin cha hi lng i vi cc loi bia l gi cn kh cao. ngi tiu dng vn rt e ngi i vi nhiu loi ru do Vit nam sn xut, ngoi tr nhng sn phm ca Halico. Xu hng tiu dng ru t ngm hoc t nu vn rt mnh cc khu vc nng thn. Cc loi ru khng c nh gi

cao qua cc phiu iu tra trc nghim (h s hi lng ch dao ng t 1,0 n 1,5). Cc loi tr v c ph c nhn nh kh phn tn v mc hi lng (cc phiu iu tra cho kt qu rt khc nhau - phn tn rt mnh c 3 mc l rt hi lng - 3 im, hi lng - 1 im v khng hi lng - 0 im). Tuy nhin, s cc sn phm ch, c ph c h s hi lng cao vn chim u th, cho thy, y l nhng mt hng c ngi tiu dng thc s hi lng, cho d vn c nhng kin tri ngc. Tr Cozy, Tr hng sen ti lc Kim Anh c nh gi cao. C ph ha tan G7 c h s hi lng (2,44) cao hn nescafe (2,16). Cc sn phm ung ca Tn Hip Pht c nh gi tt (h s u trn 2,4) trong khi sn phm Coca-cola ch l 2,2 v Pepsi l 2,16. Vn c 2 kin e ngi v vic s dng cc cht mu trong ch bin thc phm ni chung v ung ni ring. S lng cc sn phm c h s hi lng cao ca nhm ny kh nhiu, cho thy hnh nh c s u i nht nh ca ngi tiu dng i vi cc sn phm.

Mt s sn phm ca nhm c h s hi lng cao (qua kho st vi phiu tr li trc nghim): Bia chai H ni 450ml ca Habeco Bia Halida Thng long ca nh my bia ng nam Bia i Vit ca Cng ty Hng Sen Hue beer ca Cng ty Bia Hu Bia 333 Premium ca Sabeco Bia Tiger ca Cng ty nh my bia Vit nam - VBl Vang Thng long truyn thng ca Cng ty Vang Thng long Ru Ba Kch - Sealion ca Cng ty Halico Ru Chi n ca Cng ty Hu lc Vang lt ca Cng ty Thc phm lm ng Tr xanh O ca Tn Hip Pht Tr tho mc Dr Thanh ca Tn Hip Pht nc gii kht m trm Vnh Ho OZone O3 ca Vnh Ho S x ca Cng ty nc gii kht Chng Dng

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 nc khong Vital ca Cng ty Vital nc khong Thch Bch ca nh my nc khong Thch Bch nc khong Kim Bi ca Cng ty nc khong lin on lao ng Ho Bnh nc khong Vnh Ho ca Cng ty c phn nc khong Vnh Ho nc khong lavie ca nestle Vit nam Tr Atis Vnh Tin ca Cng ty Vnh Tin Ch hng sen ti lc ca Cng ty Ch Kim Anh Tr Cozy hng du ca Cng ty Sn phm Sinh Thi Tr Xanh c bit ca Cng ty ch Bu Cn Ch bp ca Thnh Dng C ph K H C ph bt ca Cng ty Thc phm Khnh Ho (BiKacafe) C ph ha tan G7 ca Cng ty c ph Trung nguyn C ph Sang Phng ca Cng ty Sang Phng C ph xay Vinacaf Select ca Cng ty Vinacaf Bin Ha Ch xanh Olong ca Cng ty HAiYiH Coca-Cola lon ca Cng ty nc gii kht Coca-Cola Vit nam Pepsi lon ca Cng ty PEPSiCO Vit nam nc tng lc number-1 ca Tn Hip Pht Ch Thi nguyn ca Cng ty Ch Thi nguyn Tr xanh 100 ca Tribeco nc tng lc Red Bull ca Cng ty Red Bull Vit nam nc tng lc liPOViTAn lon ca Cng ty liPOViTAn Tr chanh nESTEA ca Cng ty nestle Vit nam nESCAF ca Cng ty nestle Vit nam

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BnH CHn, nH Gi CA nGi Tiu DnG V CC Sn PHM nG SA, BnH KO

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nhm cc sn phm ng sa, bnh ko l mt nhm ghp t cc sn phm c chng loi khc nhau, nhng c ngun gc nguyn liu tng i ging nhau nh cc loi ko, bnh; cc sn phm sa bt, sa ti v ch bin t sa; sn phm ng knh Tng s sn phm c c ca nhm ny l 51, c ri kh u cho cc chng loi v mt hng. Mc d y l nhm sn phm rt quan trng trong tiu dng v thng c tiu dng thng xuyn, nhng ch khim tn c 51 sn phm c c qu l qu khim tn v dng nh cha phn nh c tnh i din thc s ca nhm sn phm ny. y cng l nhm sn phm m s lt bnh chn li khng nhiu nh nhng nhm khc. C iu cng kh l i vi nhm sn phm ny l ngay c khi doanh nghip t c th khng t doanh nghip cng ch c 1 hoc 2 sn phm trong khi bn thn doanh nghip ang cung ng ra th trng thm ch n c vi chc loi sn phm khc nhau. Tng s lt bnh chn ca tt c 51 sn phm trong nhm cho c 4 tiu ch l 331.722 lt (bnh qun 6504 lt/ sn phm cho c 4 tiu ch v tnh ring cho mi tiu ch th s lt bnh chn bnh qun l 1626 lt). Tiu ch cht lng l tiu ch c tng s lt bnh chn cao nht (106.292 lt - bnh qun 2084 lt bnh chn/sn phm), cao hn nhiu mc bnh chn bnh qun chung c nhm. Gi c c tng lt bnh chn l 90.783 lt (bnh qun 1780 lt bnh chn/sn phm). Mu m, dch v c tng lt bnh chn l 70.321 (bnh qun 1378 lt/sn phm). uy tn thng hiu c 64.326 lt bnh chn (bnh qun 1261 lt/sn phm). Phn tch theo tiu ch cht lng sn phm, nhn thy, s lt bnh chn nhiu nht thuc v Sa SiMilAC (6712 lt), k n l cc sn phm Sa DiElAC (5458 lt), Bnh trung thu ng Khnh (5423 lt), Oishi (5236 lt), Bnh Choco-Pie Orion (4525 lt), Kem que Thy T (4233 lt), Chewy Cm Trng An (3964 lt), Sa chua Vinamilk Proby (3670 lt), Sa u nnh Vinasoy (3645 lt), Sa ti tit trng TH (3593 lt), Sa tit trng Mc Chu (3304 lt), Mama sa non (3228 lt), Sa tit trng izzi (3005 lt). y l 13 sn phm c s lt bnh chn t 3000 tr ln trong

tng s 51 sn phm ca nhm. Bnh Trung thu l sn phm mang tnh thi v v thi v ca n cng rt ngn (ch sn xut v kinh doanh trong khong ti a 1 thng/nm), vy m c s lt bnh chn cng rt cao cho tiu ch cht lng. Hnh nh cc sn phm sa ang chim u th ln hn trong nhm ny v s lt bnh chn cho cht lng. Thng hiu TH True Milk l mt thng hiu mi xut hin, nhng sn phm mang thng hiu vn c nh gi kh cao v cht lng (khi c n 3593 lt bnh chn, cao hn c Sa tit trng Mc Chu v iZZi). Cc sn phm c s lt bnh chn thp thuc v Bnh trng Haiha-Kotobuki (214 lt), Ko Scla Haiha-Kotobuki (346 lt), Bnh trng nng m lai Ph (415 lt), ng tinh luyn lASuCO (442 lt), Ko chew tng hp Haiha-Kotobuki (462 lt), Hoa qu sy Sannam (478 lt), Sa nuvita ca nutifood (594 lt). nhn biu cng d nhn thy, s phn tn khng qu cao v s lt bnh chn gia cc sn phm ca nhm, khi m, sn phm c bnh chn nhiu nht ch c trn 6000 lt, trong khi sn phm c bnh chn t nht cng trn 200 lt (khng ging nh mt s nhm khc, sn phm cao nht ln n 8000 lt v thp nht ch vi chc lt). nhn chung, cc sn phm ng vn l nhng sn phm c s lt bnh chn thp hn so vi cc loi sn phm khc trong nhm. V tiu ch gi c, c s khc bit kh ln v t l bnh chn xt trong tng quan c vi cc chng loi sn phm trong nhm v c vi tiu ch cht lng, ngha l c kh nhiu sn phm m chnh lch v s lt bnh chn cho gi c kh cao so vi cht lng v gia loi sn phm ny v loi sn phm khc cng khc nhau kh xa. Cc sn phm c s lt bnh chn cao l Kem que Thy T (8653 lt), Sa SiMilAC (8412 lt), Oishi (7543 lt), Bnh Choco-Pie Orion (6523 lt), Bnh trung thu ng Khnh (5786 lt), Sa DiElAC (5421 lt), Chewy Cm Trng An (2583 lt), Sa chua Vinamilk Proby (2489 lt), Sa tit trng Dutch lady (2219 lt), Bnh quy lubiso (1926 lt), Sa tit trng izzi (1853 lt), Mama sa non (1702 lt), nestle gu 1+ (1614 lt), Sa u nnh Vinasoy (1528 lt). Mt s sn phm c s lt bnh chn

cho tiu ch gi c cao hn rt nhiu so vi tiu ch cht lng, in hnh l Kem Thy T (8653 lt cho gi c v 4233 lt cho cht lng), Oishi (7543 lt cho gi c v 5236 lt cho cht lng), tng ng vi cc sn phm Sa Similac l 8412/6712, Bnh Trung thu ng Khnh l 5786/5423, Bnh Choco-pie Orion l 6523/4525. V tiu ch mu m v dch v, khng c

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s t bin ln gia cc chng loi sn phm v ngay i vi tng sn phm c th, ngha l tuyn tnh vi s lt bnh chn ca cht lng sn phm. S cch bit ln ch xy ra i vi Kem Thy T khi m s lt bnh chn cho mu m thp hn rt nhiu so vi cht lng v gi c. S lt bnh chn nhiu nht cho tiu ch

mu m, dch v thuc v Bnh ChocoPie Orion (4634 lt), Sa DiElAC (4571 lt), Sa SiMilAC (4512 lt), Oishi (3423 lt), Bnh nestle Milo (2325 lt), Bnh Classic Hi H (2071 lt), Chewy Cm Trng An (2064 lt), Bnh Goodies Bibica (2027 lt), Rng Vng Gia Bo (1979 lt), Bnh quy lubiso (1894 lt), Sa tit trng Dutch lady (1883 lt), Sa chua Vinamilk Proby (1883 lt). Cc sn phm cn li, nhn chung kh tng ng nhau v s lt bnh chn. V uy tn thng hiu, nhm nghin cu cho rng, y l nhm sn phm c s kh ng u xt theo tiu ch uy tn thng hiu. ngoi tr mt s sn phm c s lt bnh chn vt tri, cn li hu ht cc sn phm c mc chnh lch khng qu ln v s lt bnh chn cho tiu ch ny. ng u v s lt bnh chn cho uy tn thng hiu l cc sn phm nh: Oishi (4587 lt), Bnh trung thu ng Khnh (4459 lt), Sa DiElAC (4242 lt), Bnh Choco-Pie Orion (3526 lt), Kem que Thy T (2395 lt), Bnh trung thu Thuhuongbakery (1874 lt), nestle gu 1+ (1846 lt), Bnh Hura Bibica (1752 lt), Bnh ngt nguyn Sn (1571 lt), Sa tit trng Mc Chu (1532 lt), Rng Vng Gia Bo (1523 lt). Gii thch cho s kh tng ng v s lt bnh chn cho tiu ch uy tn thng hiu, nhm nghin cu cho rng, c th do hu ht cc sn phm c trong nhm u l nhng sn phm m cng tc truyn thng thng hiu c doanh nghip cung ng sn phm rt quan tm v chng u l nhng thng hiu c mc bit n thng hiu kh cao trong cng chng. Khi tip xc vi ngi tiu dng, hu ht trong s h u khng xa l vi nhng thng hiu ca cc loi ng sa, bnh ko c c trong nhm. iu ny cho thy y l mt trong nhng nhm sn phm m uy tn thng hiu kh cao.

Tng hp cc kin bnh lun ca ngi tiu dng v cc sn phm (qua kho st b sung v phng vn trc tip): nng nht, gay gt nht v nhiu nht l nhng kin v gi c ca cc loi sa v cht lng ca cc loi sa c gi l sa ti. C n 17/17 ngi c phng vn pht biu v mt hng sa, trong trn 3/4 l nhng kin cha hi lng i vi mt s thng hiu sa6. Sn phm sa ca TH true milk c h s hi lng (2,14) cao hn ca Ba V (2,06) v thp hn c l sn phm sa Vinamilk (1,88) (mt thng hiu ln, rt c uy tn Vit nam). Vn cn n 4 ngi tiu dng trong s 17 ngi c phng vn khng quan tm n thng hiu sa m tiu dng theo loi sa (sa hng du hay sa ti khng ng hay loi c ng d mang thng hiu g cng c). y l mt pht hin kh th v ca nhm nghin cu, cho d nhng ngi ny hin ang sng ti H ni. Phi chng vi cc sn phm sa ti, vn cht lng (c cho l lng tin ca ngi tiu dng i vi cc im bn sn phm) cao hn c uy tn thng hiu ca sn phm? Kem Thy T (mt sn phm tng nh l ch c bn ti H ni v khu vc ln cn) c nh gi kh tt (ngay c vi nhng phiu kho st cc tnh Min Trung) v c h s hi lng kh cao (2,0). Cc sn phm bnh ko nhn chung c h s hi lng khng cao (dao ng t 0,7 n 1,7, trong s sn phm c h s t 1,5 tr ln kh t). Bnh Phaner Pie c h s hi lng bng vi Choco-Pie (cng l 1,72). C 3 kin ca ngi tiu dng cp n vn an ton thc phm i vi cc loi bnh ko, nht l vic s dng phm mu v cc cht kt dnh, cht bo qun v cht lm c (d m ca cht lm c trong sn phm thch vn kh mnh trong suy ngh ca ngi tiu dng).
6 Chng ti khng tin nu tn cc thng hiu b ngi tiu dng ch bai trong bo co ny (mc d c nhng thng hiu c cng khai trn cc phng tin thng tin i chng) v chng ti cha c iu kin kim chng thc t qua cc ngun d liu khc nhau.

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 Mt s sn phm ca nhm c h s hi lng cao (qua kho st vi phiu tr li trc nghim): Bnh Hura ca Cng ty BiBiCA Bnh Phaner Pie ca Cng ty Bnh ko Phm nguyn Bnh Choco-Pie Orion ca Cng ty Orion Vina Bnh u xanh Rng Vng Gia Bo ca Cng ty Gia Bo Ko Chewy hng cm ca Cng ty Trng An Ko m xng Thin Hng Bnh Teppy Snack ca Cng ty Trng An

Thch rau cu ca Cng ty long Hi ng tinh luyn ca Cng ty Bin Ho Sa tit trng izzi ca Hanoimilk Sa tit trng Dutch lady ca Dutch lady Vit nam

Sa u nnh Vinasoy ca nh my sa u nnh Vinasoy Sa ti tit trng nguyn cht ca Cng ty sa TH Sa tit trng khng ng ca Cng ty ging b sa Mc Chu

Mama sa non - For Mama new ca Cng ty Mama Sa non Sa ti tit trng (uHT) Ba V ca Cng ty Sa Quc t Sa Vinamilk ca Cng ty sa Vit nam Vinamilk Sa DiElAC ca Cng ty c phn sa Vit nam Vinamilk Sa SiMilAC ca Cng ty Abbott Kem que ca Cng ty Thy T

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BnH CHn, nH Gi CA nGi Tiu DnG V CC Sn PHM THC PHM CH Bin

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Thc phm ch bin l nhm c kh nhiu sn phm c c (101 sn phm), v gm rt nhiu mt hng khc nhau t cc loi m n lin, bt ngt, bt nm gia v n nc mm, du n, cc loi thc phm ng lnh, thc phm ch bin n lin Mc d cng l nhng thc phm phc v n ngay hoc ch bin nhng tnh phc tp ca cc sn phm thuc nhm ny rt cao xut pht t nhu cu tiu dng v c im tiu dng n th hiu v c trng thng hiu ca sn phm. S phn bit rch ri c tnh sn phm t a ra nhng phn tch v xu hng tiu dng v nhn nh ca ngi tiu dng v mc hi lng i vi cc sn phm thuc nhm ny l iu qu kh. Vi 101 sn phm c, tng s lt bnh chn ca nhm ny l 604.853 (bnh qun 5988 lt/sn phm tnh cho c 4 tiu ch v 1497 lt/ sn phm tnh cho tng tiu ch). Mc d khng phi l nhm c s lt bnh chn cao, nhng do s lng sn phm nhiu, nn vic phn tch tng tiu ch ca nhm ny cng khng d dng v hy vng khng c nhng mu thun t nhng con s c tp hp qua mng. Tnh ring cho tng tiu ch th tiu ch cht lng c s lt bnh chn cao nht (vi 200.551 lt - bnh qun 1985 lt bnh chn/sn phm), cao hn mc bnh chn bnh qun chung c nhm. Tiu ch gi c vi tng lt bnh chn l 145.196 lt (bnh qun 1437 lt bnh chn/ sn phm). Tiu ch mu m, dch v c 111.463 lt bnh chn (bnh qun 1103 lt/sn phm) v tiu ch uy tn thng hiu c 147.643 lt bnh chn (bnh qun 1461 lt/sn phm). Tiu ch cht lng sn phm c s phn ha rt ln gia cc chng loi v mt hng trong nhm, theo c s chnh lch ln v s lt bnh chn gia cc sn phm ngay trong cng chng loi. nhm cc sn phm c s lt bnh chn cao l du n, nc mm, xc xch trong in hnh l cc sn phm nh: nc chm Chinsu (9880 lt), Du n nht (9841 lt), Bt ngt Ajinomoto (8754 lt), Du neptune 1:1:1 (5421 lt), M A-one (5133 lt), M Cung nh - MiCoEm (4042 lt), M Omachi (3542 lt), u phng Tn Tn (3541 lt), Cho u xanh Bch Chi (3488 lt), Thc phm c Vit (3341 lt), M b ViFOn (3252 lt), Du n OTRAn (2971

lt), Yn So Khnh Ho (2908 lt), M n lin ACECOOK (2742 lt), Cao nga Trung Hiu (2563 lt) So vi mc bnh chn bnh qun ca nhm l 1985 lt/sn phm th sn phm c bnh chn nhiu nht (9880 lt) vt qu xa (gp n 4,97 ln mc bnh qun v

gp 84,4 ln sn phm c bnh chn t nht - ch c 117 lt). nhm nghin cu cng cha c c s gii thch hp l hn cho s chnh lch qu ln ny, ngoi l do c cho l ch yu, l v tr ca sn phm trn trang web thun tin hay t thun tin hn khi tip xc

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v clik chut. T c nhng tc ng nht nh n tm l ngi tiu dng khi bnh chn. Thc t vn cht lng ca thc phm ch bin khng ch thun ty l mc ti, ngon, ph hp khu v ca ngi tiu dng m rt quan trng l mc an ton v m bo v sinh. Rt tic, i vi rt nhiu thc phm ch bin hin nay, ngi tiu dng kh m t nh gi c vn . Thng th ngi tiu dng ch bit c khi c thng tin hoc nhng v vic c cng khai lin quan n v sinh an ton thc phm. cng l mt phn nguyn do ngi tiu dng thng bnh chn nhiu cho nhng sn phm m t rt lu khng xy ra s c no v cht lng. V gi c ca sn phm, s lt bnh chn bnh qun ca c nhm l 1437, trong , sn phm c s lt bnh chn nhiu nht l M A-one (8423 lt), tip theo l nhng sn phm nh nc chm Chinsu (7820 lt), Du n nht (6481 lt), Bt ngt Ajinomoto (5850 lt), Du neptune 1:1:1 (4541 lt), Du n OTRAn (2199 lt), Cho sen Minh Trung (1993 lt), Du u nnh Meizan (1976 lt), Gi la Vissan (1949 lt), M b bt tt MiliKET (1936 lt), nc mm nam ng (1834 lt), M n lin ACECOOK (1832 lt), nc mm Chinsu C Hi (1754 lt), Tm s Kin Cng (1714 lt) M A-one c s lt bnh chn cho gi c (8423 lt) cao hn kh nhiu so vi s lt bnh chn cho cht lng (5133 lt), trong khi , rt nhiu sn phm khc li ch c s lt bnh chn dao ng t 1000 n 2000 lt. C bit c nhng sn phm ch c trn di 100 lt nh cc sn phm hnh, ngh sy kh ca Cng ty Hong Phc Thnh. Tt nhin, y l nhng sn phm khng tiu dng rng ri v rt nhiu ngi tiu dng khng n chng. Sn phm c ng ngm du ng hp ca Halong Canfoco rt tic cng ch c 381 lt bnh chn cho tiu ch gi c, trong khi ngi tiu dng kh c th so snh v gi c ca sn phm ny vi cc sn phm tng t. V mu m v dch v b sung, hu nh khng c nhng t bin ln v s lt bnh chn so vi cc tiu ch khc nh cht lng v gi c. ng u danh sch v s lt bnh chn l Du neptune 1:1:1 (vi 4632 lt). Cc sn

phm khc c s lt bnh chn thp hn, nhng vn thuc Top u l Bt ngt Ajinomoto (3547 lt), Du n nht (2415 lt), Basa nguyn con AGiFiSH (2395 lt), M b ViFOn (2295 lt), Sn phm Yn Vit (2228 lt), Tm s nguyn con Minh Hi (2121 lt), u phng Tn Tn (2033 lt), Fillet c tra

Bnh An (2005 lt), nc mm Chinsu C Hi (2005 lt), Tm ng lnh ca Cng ty Thy sn Min Trung (1994 lt), Du u nnh Simply (1879 lt), M b bt tt MiliKET (1873 lt) S a dng v mu m, chng loi cng nh s phong ph trong dch v i km c l gii bi kh nng i mi bao b, nh lng ng gi, hng v thay i cc dch v sau bn v t vn tiu dng

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V uy tn thng hiu, quy lut phn phi s lt bnh chn v c bn khng c s khc bit ln no so vi quy lut cho cc tiu ch cht lng, gi c. ngha l nhng sn phm c bnh chn nhiu cho cht lng v gi c th vn thuc vo Top c bnh chn nhiu cho uy tn thng hiu. Cng c th phi ni ngc li, tc l nh uy tn thng hiu cao m nhng sn phm ny c bnh chn nhiu hn cho cht lng v gi c cng nh mu m, dch v? Chim v tr cao nht v s lt bnh chn cho uy tn thng hiu l Du neptune 1:1:1 (vi 6352 lt), th hai l M xo To Qun (2917 lt) v sau ln lt l cc sn phm nh: Bt nm Knorr (2755 lt), Du u nnh Simply (2593 lt), M c rt Safoco (2566 lt), C tra, basa Agifish (2550 lt), Bt ngt Ajinomoto (2531 lt), Gi la Vissan (2499 lt), Du n Tng An (2490 lt), u nnh H M (2422 lt), Du n nht (2412 lt), Ht iu H M (2172 lt), ng lnh T Hi (2163 lt

Tng hp cc kin bnh lun ca ngi tiu dng v cc sn phm (qua kho st b sung v phng vn trc tip): M n lin c nh gi cao bi s a dng, ph hp khu v tiu dng v c nhiu mc gi khc nhau cho nhiu i tng tiu dng. lo ngi ca ngi tiu dng i vi cc loi m n lin l vn s dng hng liu v ha cht bo qun, cht to mu (t thng tin c ni nhiu thi gian gn y trn cc phng tin thng tin i chng). C 3/17 ngi c phng vn lo ngi v vn ny. Cc loi du n c ghi nhn c mc hi lng cao (h s hi lng ca Du neptune 1:1:1 l 2,94; Du Otran c h s l 2,92; mt s du n khc l 2,56). Gi c l vn c ngi tiu dng ni n nhiu khi tr li phng vn ca nhm nghin cu (mc gi cn qu cao i vi nhiu i tng tiu dng). S xut hin ca mt s loi du ti ch mang thng hiu uy tn trn th trng (thc cht y l tnh trng lm hng gi)

lm ngi tiu dng lo ngi7 khi mua du ti nhng im bn khng uy tn. C 4 sn phm Yn so c nh gi cao l Yn so Khnh Ha, Yn Vit v Yn so Cung nh, Yn so B o, trong Yn so Cung nh c nh gi cao nht (h s hi lng l 2,6 trong khi 3 loi cn li h s ny l 2,4; 2,3 v 2,0). R rng Yn so Khnh Ha l mt thng hiu kh ni ting v xut hin trn th trng t lu, rt tic h s hi lng li khng phi l cao nht. Cc sn phm nc mm nhn c nhiu kin bnh lun, nht l v cht lng sn phm. Phn ln kin cho rng nc mm hin nay b pha ch v khng nguyn cht nh n vn c t trc. Cng vi l s xut hin ca cc loi nc mm gi (mang thng hiu ca cc hng nc mm ni ting) lm cho ngi tiu dng cnh gic khi mua sm. ngi tiu dng thnh ph thch mua nc mm bn ti siu th hn l mua ngoi ch (do s mua phi nc mm khng sch).
7 C 2 kin ti Hng Yn v Tuyn Quang cp n vn ny v nhm nghin cu n lc tm hiu, nhng cha c c kt lun chnh thc.

Mt s sn phm ca nhm c h s hi lng cao (qua kho st vi phiu tr li trc nghim): M Cung nh - MiCoEm ca Cng ty Cng ngh thc phm Chu M b ViFOn ca Cng ty c phn k ngh thc phm Vit nam M n lin ca Cng ty ACECOOK Vit nam M Omachi ca Cng ty thc phm Masan M b bt tt MiliKET ca Cng ty Colusa M khoai ty ca Cng ty thc phm Thin Hng

Yn So Cung nh ca Cng ty u t Thin Ph lc Tht b kh ca Cng ty Anh Khi K Cho sen Bt Bo ca Cng ty TnHH Minh Trung Bt nm Knorr ca Cng ty unilever Vit nam Du u nnh Simply ca Cng ty du thc vt Ci ln

Du u nnh Meizan ca Cng ty du thc vt Ci ln Du n neptune 1:1:1 ca Cng ty du thc vt Ci ln Du n OTRAn ca Cng ty Vinacommodities Du n Tng An ca Cng ty du thc vt Tng An

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Du n Cooking oil ca Cng ty du thc vt Tn Bnh (nakydaco)

nc mm nam ng 750ml ca Tp on Masan nc mm Chinsu c hi ca Tp on Masan

nc mm nh c cm ca Cng ty nc mm Phan Thit nc mm ct c thu ca Cng ty TrungThnh Bt chin gin ca Cng ty Bt thc phm Ti K

Yn so thin nhin ca Cng ty Yn So Khnh Ho Yn Vit ca Cng ty Yn So Vit Tm s ca Cng ty Kin Cng ng lnh ca Cng ty T Hi nc ung Collagen, C Tra fillet, Ch c ca Cng ty Bnh An

Vi c hiu B o v Yn So hiu B o ca Cng ty Quc Hn G tht ca Cng ty Thng Vit Bt ngt Ajinomoto ca Cng ty Ajinomoto Vit nam Du n nht ca Cng ty Acecook Vit nam

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BnH CHn, nH Gi CA nGi Tiu DnG V nHM CC Sn PHM KHC

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C quy m rt ln tnh theo s lng sn phm c sp xp trong nhm ny (101 sn phm c), y l nhm mang tnh tng hp cao gm nhiu chng loi hng ha v rt a dng. C th chia nh cc sn phm trong nhm ny thnh mt s b phn ch yu nh: Cc sn phm du nht dng cho cc loi ng c, cc sn phm nha nh ng nha, ti nha, cc dng c th thao, m bo him, c quy, bnh in, sn phm th cng m ngh, cao su v cc loi sn phm t cao su Tng s lt bnh chn cho c 4 tiu ch ca nhm cc sn phm khc l 698.944 lt (bnh qun 6920 lt/sn phm cho c 4 tiu ch v 1730 lt/mi tiu ch). Tng s bnh chn cho tiu ch cht lng l 223.682 lt (bnh qun 2214 lt/sn phm), cho tiu ch gi c l 162.389 lt (bnh qun 1607 lt/sn phm), tiu ch mu m v dch v l 140.770 lt (bnh qun 1393 lt/sn phm), tiu ch uy tn thng hiu vi 172.103 lt (bnh qun 1703 lt/sn phm). nh vy so vi mc trung bnh chung ca cc tiu ch v s lt bnh chn th tiu ch cht lng c bnh chn nhiu hn c (2214 lt so vi mc bnh qun chung l 1730 lt), iu ny cho thy rt nhiu sn phm ca nhm c ngi tiu dng quan tm v nh gi mc kh cao. Ba tiu ch cn li u c t l bnh qun s lt thp hn mc bnh qun chung cho tt c cc tiu ch. Vi nhm ny, cc phn tch s c chia nh v chi tit hn cho tng b phn hng ha c th theo cng dng. V tiu ch Cht lng sn phm, b phn cc sn phm du nht, bnh ga v my un nc nng c s lt bnh chn kh cao so vi mt bng chung v so vi cc b phn sn phm khc. Cc sn phm du nht c s lt bnh chn cao nh: Du nht Castrol Power (c n 9856 lt bnh chn - cao hn rt nhiu so vi cc sn phm ngay cc nhm hng khc), Du nht Total (vi 9841 lt - ch km du nht Castrol c 15 lt), Du nht ESSO (vi 7411 lt). Cc sn phm bnh un nc nng c Bnh nc nng FERROli (vi 6542 lt bnh chn), Sn phm Km ngha (vi 6242 lt). Bnh gas Composite Thnh Ti c s lt bnh chn l 4093, Sn phm nha Thiu nin Tin Phong Hi Phng (mt sn phm truyn thng t my chc nm nay) c

s lt bnh chn l 4000. Trong nhm ny c mt s sn phm c s lt bnh chn khng c cao, ch mc con s hng chc nh m l xo Quc Cng (vi 68 lt), Bn cha nc Bch ng (67 lt), Ch x da BETRiMEX (43 lt) v Ch x da 25/8 vi 43 lt bnh chn. Khng vi kt lun nh th l ngi tiu dng khng hi lng vi cht lng ca cc sn phm ny m vn quan trng

c th l do c th ca nhng sn phm , nhm khch hng mc tiu khng phi l i a s ngi tiu dng m ch l mt b phn nh no y, v th chc chn s lt bnh chn s khng c nhiu. C th d nhn thy sn phm ch x da mang y nhng c trng nh vy. Trong khi , mt sn phm rt

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thng dng, r tin li c bnh chn rt nhiu cho tiu ch cht lng, l Tm tre ca Cng ty tm tre Bnh Minh (vi 4864 lt bnh chn). Mt s sn phm khc c s lt bnh chn tng i nh Bnh ga ca Giadinh gas, Du phanh APP-DOT, Gh nha Song long, Bao b nha Tn Tin, ng HDPR Bnh Minh, T nha Duy Tn, nha i ng Tin, ng nha uPVC Minh Hng, sn phm g An lc, Vng xp Duy li V tiu ch gi c, cc nh gi v s lt bnh chn cng kh phn tn theo tng b phn sn phm trong nhm, nhng chim u th v s lt bnh chn (cng ging nh tiu ch cht lng) l cc sn phm thuc b phn du nht, bnh gas v cao su, bnh un nc nng. C s lt bnh chn nhiu nht trong nhm l Du nht Castrol Power1 (vi 6886 lt), Du nht Total (6481 lt), Du nht Shell (6242 lt). K n l cc sn phm Bnh nc nng Ariston (6242 lt), Bnh nc nng Ferroli (5487 lt), Cao su ng nai (5871 lt), Tm tre Bnh Minh (2659 lt), Bnh gas Composite Thnh Ti (2597 lt). B phn sn phm c s lt bnh chn khim tn hn cho tiu ch gi c l My tre an Phng Anh (1443 lt), ng PP-R/PP-RCT Vit c (1408 lt), ng nha xon Asia Kinh Bc (1406 lt), Bao b nha Tn Tin (1395 lt), ng HDPE Bnh Minh (1338 lt). Cc sn phm in hnh v s lt bnh chn thp cho tiu ch gi c c Chai nha ca Cng ty bao b du thc vt (vi 83 lt), m l xo Quc Cng (59 lt), Ch x da 25/8 (53 lt), Bn cha nc Bch ng (38 lt), Ch x da BETRiMEX (32 lt) v Hoa t st Hong Giang (32 lt). Theo chng ti, s lt bnh chn cho tiu ch gi c ca b phn cc sn phm nha (t bnh nha n gh nha, bao b nha) dng nh c tnh ng u cao nht trong nhm ny. iu cng c ngha l s chnh lch v gi c ca cc sn phm ny theo nhn nh ca ngi tiu dng l khng qu ln. V mu m v s a dng ca dch v (cc ct mu xanh trong th trang trc), v c bn trt t xp hng theo s lt bnh chn ca ngi tiu dng cng rt ging vi tiu ch gi c v cht lng (ngha l vn tp trung nhiu hn cho mt s chng loi sn phm, trong khi nhng sn phm khc th c

rt t lt bnh chn). Trong hu ht cc trng hp, s lt bnh chn cho mu m thng lun t hn so vi s lt bnh chn cho gi c v cht lng, ngoi tr mt s trng hp c bit nh: T nha Duy Tn, Sn phm nha i ng Tin, Bn inox nam i Thnh v Bn hc sinh ca Cng ty sch v thit b trng hc tp.H CH Minh, Sn phm ca Pin c quy Min nam, Bng ng lc, Vng xp Duy li v Du nht Shellli c s

lt bnh chn cho mu m cao hn kh nhiu so vi cht lng hoc gi c. nhn chung, ngi tiu dng kh hi lng (trong a s trng hp) vi mu m sn phm thuc nhm ny. Vi tiu ch uy tn thng hiu, s khc bit v s lt bnh chn ca cc sn phm trong nhm kh ln. Xu hng tp trung cho cc loi du nht, sn phm nha v bnh nc nng vn hin hu v khng c my t ph cho cc chng

89

loi sn phm khc, tr mt s trng hp c coi l c bit. Km ngha, PV Gas v Bnh gas ca Giadinh gas c bnh chn vi s lng kh nhiu, thm ch cao hn nhiu so vi cc thng hiu du nht (Km ngha c s lt bnh chn cao gp gn 3 ln ca du nht Total, Vistra, Esso). Cc sn phm nha gia dng nh t nha, ng nha, gh nha cng c c lt bnh chn kh ln v khng chnh lch qu nhiu gia chng (cc sn phm cng chng loi). Cc sn phm cao su, x da, cn li c s lt bnh chn thp cho tiu ch uy tn thng hiu. Theo chng ti, l phn nh kh khch quan thc t uy tn thng hiu, v nhng sn phm ny

khng dng cho i chng, hn na do cng tc truyn thng thng hiu ca cc doanh nghip ny cn hn ch nn mc bit n thng hiu cn cha cao. Tng hp cc kin bnh lun ca ngi tiu dng v cc sn phm (qua kho st b sung v phng vn trc tip): Khng c nhiu kin bnh lun lin quan n cc sn phm thuc nhm ny do chng qu phn tn. Tuy nhin, cng rt ngc nhin l c kh nhiu sn phm c ngi tiu dng nh gi (qua tr li phiu trc nghim) vi h s hi lng kh cao (nh Bnh gas composite Thnh Ti c h s ln n 2,88).

Cc loi du nht dng cho xe my v cc loi ng c khc b nghi vn c mt khng nh cc sn phm gi trn th trng (sn phm du qua s dng c lc li, lm trong v ng vo cc bao b y ht cc bao b ca cc thng hiu ni ting). ngi tiu dng hi l l cc doanh nghip sn xut khng thy khuyn co ngi tiu dng v cng khng c h thng phn phi chun nh nhiu cc sn phm khc. Sn phm kha Vit Tip c nh gi cao hn nhiu so vi sn phm kha Minh Khai.

Mt s sn phm ca nhm c h s hi lng cao (qua kho st vi phiu tr li trc nghim): Bnh gas Composite ca Cng ty u t thng mi Thnh Ti ng v ph tng PVC cc loi ca Cng ty nha thiu nin Tin Phong Gh ta ca Cng ty TnHH Song long Bao b nha ca Cng ty bao b nha Tn Tin o ma cc loi, bao PE, bt che ca Cng ty i Hip Ha Cc sn phm nha Rng ng ng nha gn xon HDPE, ng nc HDPE, t Composite, ca Cng ty Kinh Bc Sn phm nha i ng Tin M bo him Protec ca Cng ty m bo him nhit i Protec Du nht Shell ca Tp on Shell Vit nam Du nht Vistra ca tp on BP Du nht Total ca Tp on Total Du nht ESSO 4T ca Cng ty ESSO

Du ng c Potex dng cho xe my ca Cng ty Ho du Qun i Du m nhn ca Cng ty Ho du & TB Cn H ni Du nhn Cominlub ca Cng ty Vt t vn ti & xp d Vinacomin Castrol Power ca Cng ty Castrol BP Petco Vit nam Bnh nc nng ARiSTOn ca Cng ty ARiSTOn Bnh nc nng FERROli ca Tp on FERROli Gas PV GAS ca Tng Cng ty kh Vit nam Cao su cc loi ca Cng ty Cao Su Tn Bin nm cao su ca Cng ty Cao su ng Ph

90

nm cao su ca KymDan

nm cao su Standard ca Vn Thnh lp cao su Casumina Cn cc loi ca Cng ty sn xut cn nhn Ha Kho Vit Tip ca Cng ty kho Vit Tip

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BnH CHn, nH Gi CA nGi Tiu DnG V CC DCH V nGn HnG, BO HiM

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nhm cc sn phm dch v ngn hng, ti chnh, bo him bao gm nhiu loi hnh dch v khc nhau nh dch v ca cc ngn hng (dch v tn dng, dch v th thanh ton, ATM, cc dch v thanh ton), dch v bo him ca cc cng ty bo him (gm c bo him nhn th v phi nhn th), dch v chng khon (kinh doanh v t vn chng khon), cc dch v ti chnh ca cc t chc v cng ty ti chnh phi ngn hng. Do tnh cht phc tp ca dch v, nht l cc dch v ti chnh, ngn hng, nn nhm sn phm ny l nhm c tnh a dng cao, mc trng lp khng nh. Tng s sn phm c ca nhm l 76, trong c kh nhiu ngn hng v doanh nghip c ng thi nhiu sn phm dch v bnh chn. Tng s lt bnh chn ca nhm cho c 4 tiu ch l 517.871 lt (bnh qun chung l 6814 lt bnh chn/sn phm tnh chung cho ng thi c 4 tiu ch v 1703 lt/ sn phm tnh ring cho mt tiu ch). y l nhm sn phm c s lt bnh chn khng qu cao, nhng cng vt xa mt s nhm khc. Xt ring cho tng tiu ch bnh chn c th th tiu ch cht lng c tng s lt bnh chn l 130.055 (bnh qun 1711 lt/sn phm - ch cao hn mc bnh qun chung c 8 lt). Tiu ch gi c c tng l 93.626 lt bnh chn (bnh qun 1231 lt/ sn phm). Tiu ch mu m, dch v c tng l 132.282 lt (bnh qun 1740 lt/sn phm) v tiu ch uy tn thng hiu c tng s 161.908 lt bnh chn (bnh qun l 2130 lt/sn phm). nh vy, y l nhm m c 3 tiu ch vt trn mc bnh qun chung v mc vt l khng nhiu, ngoi tr tiu ch uy tn thng hiu. iu ny cho thy mc tng ng kh cao gia cc tiu ch theo nhn nh ca ngi tiu dng. Phn tch da trn s lt bnh chn ca ngi tiu dng qua mng internet cho thy, vi tiu ch cht lng sn phm, s lt bnh chn ca c nhm l 130.055 (bnh qun 1711 lt/sn phm), trong tp trung nhiu hn l cho cc sn phm bo him ca cc cng ty bo him m in hnh l cc sn phm nh: Bo him hng ha vn chuyn ni a ca Bo Vit (6515 lt), Sn phm Phc Gia Trng Th ca Manulife (5314 lt), Dch v thanh ton th ca Vietcombank (2713 lt), Bo him nhn th c k hn

Prudential (2619 lt), Bo him t, xe my liberty (2490 lt), Bo him Pjico (2452 lt), Dch v chng khon PSi (2439 lt), Bo him ton din hc sinh ca BH Bu in (2406 lt), Bo him AAA (2362 lt), Bo him tai nn thuyn vin BiDV (2315 lt). nh vy l trong s 10 sn phm c s lt bnh chn cao nht trong nhm th c n 8 sn phm thuc lnh vc bo him, 2 sn phm cn li th 1 thuc v dch v chng khon v 1 thuc v dch v ngn hng. Ba sn phm c s lt bnh chn t nht thuc v Dch v chng khon ca Cng ty Xun Thnh (360 lt), Dch v chng khon ca iSC (354 lt), Sn

phm cho vay mua t ca ngn hng Gia nh (115 lt). ngoi tr nhng trng hp kh c bit trn y, cc sn phm cn li u c s lt bnh chn kh tng ng nhau, ngha l mc chnh lch khng qu ln gia chng. Dng nh s tc ng ca suy thoi v khng hong, nht l s st gim qu mnh ca th trng chng khon, s tng gi chng mt ca vng v cc bin php tht cht tn dng v li sut huy ng ca nh nc tc ng qu mnh n cc dch v ngn hng v chng khon.

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phm tit kim Agribank (4272 lt), Bo him hng ha vn chuyn ni a Bo Vit (3524 lt), Dch v EzOddlot ca FPT (3073 lt), Dch v ngn hng HSBC (2610 lt), Mi gii chng khon Bo Vit (2588 lt), Mi gii chng khon Trng An (2529 lt), Th Vietcombank (2500 lt), Th ghi n lienVietPostBank (2440 lt), Dch v ngn hng Southern Bank (2409 lt), ng tin Tn Vit (2388 lt), dch v chng khon Thng long (2355 lt), Mi gii chng khon Rng Vit (2354 lt), Qun l tin ca TienPhong Bank (2351 lt), V in t VnMart (2346 lt), Dch v kiu hi ca Techcombank (2311 lt). nhm nghin cu khng nhn ra c th v bnh chn cho tiu ch ny, khi m vic bnh chn tri kh u cho nhiu loi dch v ca nhiu doanh nghip khc nhau. i vi tiu ch uy tn thng hiu, s phn b s lt bnh chn cng kh dn tri cho cc tiu ch, ngha l ch c mt vi trng hp l c s t bin v s lt bnh chn, s cn li c mc tng gim khng qu nhiu v thng dao ng quanh mc trn di 2000 lt. ng u v s lt bnh chn ca nhm l cc sn phm: Bo him hng ha vn chuyn ni a Bo Vit (8515 lt), Dch v chng khon PSi (7223 lt), Bo him Manulife (4248), Dch v ngn hng PGbank (3351 lt), Bo him Hng Khng (3405 lt), Bo him Bu in (3332 lt), Bo him nhn th Prudential (3159 lt), Bo him Pjico (3112 lt), internet Banking TienPhongBank (3107 lt), Cho vay sn xut DaiA bank (3020 lt), Bo him nhn th ACE (3017 lt) C khng t cc dch v ngn hng ca cc ngn hng ln nh BiDV, Vietinbank, Vietcombank, rt tic li khng c bnh chn nhiu. Phi chng ngi tiu dng khng nhn ra nhng dch v ny hoc cho rng uy tn thng hiu ca nhng dch v ny khng cao? Mt phn nhng nghi ng ny ca nhm nghin cu c l gii khi phng vn nhm khch hng ti H ni v nng, l, trong thi gian qua, cc ngn hng nh mc d uy tn thng hiu cha mnh, nhng mt s dch v do h cung cp thu ht rt mnh s ch ca ngi tiu dng, c bit, h tp trung kh mnh cho hot ng truyn thng dch v v truyn thng thng hiu trn tng a bn, v th, ngi tiu dng

V gi c sn phm, nhn chung khng c nhng c bit trong nhm ny v c s lt bnh chn cao l Sn phm Bo him hng ha vn chuyn ni a Bo Vit (4524 lt), Bo him Phc gia trng th Manulife (4217 lt), Th Vietcombank (2498 lt), Bo him t BiDV (2056 lt), Vay thu chi ca TienPhongBank (1730 lt), Dch v ngn hng ca BiDV (1934 lt), Cho vay mua t ca OceanBank (1730 lt), Sn phm tit kim ca Agribank (1697 lt), Cho vay mua bt ng sn ca ViB (1696 lt), Bo him Bu in (1679 lt), Dch v chng khon Kim long (1671 lt), Bo him tai nn thuyn vin BiDV (1668 lt), Tit kim DongA Bank (1497 lt)

i vi cc dch v ngn hng, s khc bit trong gi c dch v i khi khng qu r rng nh i vi cc loi hng ha khc v v th, c l s lt bnh chn cho tiu ch ny cng c th cha phn nh c khch quan nht thc t ca cc sn phm trn th trng. S lt bnh chn thp thuc v mt s sn phm dch v chng khon. V s a dng ca dch v v cch thc cung cp dch v (tn gi chung cho tiu ch ny c i vi hng ha v dch v c n nh l mu m v dch v), cc sn phm c s lt bnh chn nhiu nht v chim u th trong nhm c ri u cho c cc sn phm ngn hng, bo him v chng khon. C th cc sn phm c bnh chn nhiu l sn

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cm nhn c v bnh chn nhiu hn cho cc sn phm . Tng hp cc kin bnh lun ca ngi tiu dng v cc sn phm (qua kho st b sung v phng vn trc tip): Vn li sut tin gi c s khc bit kh ln gia cc ngn hng, t thu ht c s ch ca ngi tiu dng i vi cc hot ng ca ngn hng. S cc dch v ngn hng c nh gi cao kh nhiu (h s hi lng cng cao dao ng t 1,6 n 2,52). Vn b ch nhiu nht i vi cc dch v ngn hng l thi phc v cha tt ca khng t nhn vin giao dch. Song song cng vi cc kho st phc v Chng trnh ny, nhm nghin cu ca B mn Qun tr Thng hiu Trng i hc Thng

mi cng tin hnh kho st t thng 6/2011 n 9/2011 v cht lng dch v ngn hng, kt qu cho thy, c n 21/36 ngi c phng vn khng hi lng vi thi phc v ca mt s nhn vin ngn hng, nht l ngn hng ln (ngn hng thuc s hu nh nc mi c c phn ha). Tc phong ng nh, Thi lnh nht, khng nh nhn v hi knh kiu l nhng cm t c mt s khch hng dng ni v thi ca nhn vin giao dch ca 2 ngn hng thng mi c coi l ln nht Vit nam. Dch v bo him c nhiu ngi tiu dng hi lng (kt qu iu tra trc nghim cho ra h s hi lng kh cao, nht l i vi cc dch v bo him phi nhn th). Hu ht cc dch v bo him

u c h s hi lng trn 1,7. Phn nn t nhng ngi tiu dng c phng vn v dch v bo him ch yu l cho loi hnh bo him t. Th tc rm r, chm tr, thi nhn vin hch dch, lun bt b khch hng l nhng nhn xt m phng vn vin c c t kin ca nhng p vin (c 4 p vin ti H ni ni v nhng vn ny). uy tn thng hiu i vi dch v ngn hng ng vai tr quyt nh n s tn ti v pht trin ca ngn hng v ngi tiu dng tin hn vo nhng ngn hng khng tham gia mnh vo cuc ua li xut tin gi8.
8 Kho st i vi 36 ngi l khch hng thng gi tit kim ca nhm nghin cu thuc B mn Qun tr Thng hiu, Trng i hc Thng mi.

Mt s sn phm ca nhm c h s hi lng cao (qua kho st vi phiu tr li trc nghim): Tit kim khng k hn ca Agribank Dch v ngn hng ca Vietcombank Dch v ngn hng ca BiDV Dch v ngn hng ca HSBC Dch v ngn hng ca PG Bank V in t VnMart ca Vietinbank Dch v tn dng ca SHB Dch v cho vay mua t ca OceanBank Dch v internet Banking ca TienPhongBank Dch v ngn hng ca AnZBank Dch v ngn hng ca SouthernBank Dch v kiu hi ca Techcombank Dch v ngn hng ca EximBank Dch v ngn hng ca Habubank Th ghi n ni a ca lienVietPost Bank Dch v ngn hng ca SeABank Tit kim khng k hn ca DongA Bank Dch v chuyn tin online eMB-REMiT ca MBbank Dch v chng khon Kim Eng Dch v chng khon ACB

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 Dch v mi gii chng khon ca Rng Vit Dch v giao dch ca Chng khon Thng long Dch v chng khon ca PSi Bo him nhn th c k hn ca Prudential Bo him ton din hc sinh ca PTi Dch v bo him ca AAA Dch v bo him ca Pjico

Bo him t, xe my ca liberty Bo him An phc trn i ca AiA

Dch v bo him ca ACE Bo him Phc Gia Trng Th ca Manulife Bo him hng ha vn chuyn ni a ca Bo Vit

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BnH CHn, nH Gi CA nGi Tiu DnG V CC DCH V Vin THnG, Du LCH

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nhm cc sn phm dch v vin thng, du lch cng l mt nhm ghp ca cc dch v ch yu nh: Bu chnh, vin thng (gm c chuyn pht nhanh, dch v bu chnh, dch v vin thng v tuyn v hu tuynv dch v gia tng khc), dch v du lch ngh dng (khch sn, vui chi, gii tr), dch v vn chuyn v h tr vn chuyn Cc sn phm in hnh ca nhm ny l dch v chuyn pht nhanh, dch v vin thng, dch v du lch v ngh dng, vn ti hnh khch v vn ti hng ha. S sn phm c ca nhm l 76 trong tp trung nhiu hn l cc dch v vn ti hnh khch (gm c vn ti taxi) v cc dch v ca cc doanh nghip du lch, l hnh. Tng s lt bnh chn cho c nhm tnh chung cho 4 tiu ch l 508.787 (bnh qun cho mi sn phm l 6694 lt tnh cho c 4 tiu ch v 1673 lt/sn phm/tiu ch). Tiu ch cht lng sn phm c s lt bnh chn l 131.430 (bnh qun 1729 lt/sn phm), tiu ch gi c c tng 100.283 (bnh qun 1319 lt/sn phm), tiu ch s a dng v cch thc cung cp dch v l 99.566 lt (bnh qun 1310 lt/sn phm). Tiu ch uy tn thng hiu c tng s lt bnh chn cao nht, ln n 177.508 lt v tnh bnh qun th mi sn phm c n 2335 lt bnh chn. C l y l nhm sn phm rt c bit do uy tn thng hiu c bnh chn nhiu hn rt nhiu so vi ngay c tiu ch thng c bnh chn nhiu l cht lng sn phm. Cc nhn xt v phn tch qua kho st b sung cc sn phm nhm ny cng khng nhiu v ch yu l nhn nh chung chung ca ngi tiu dng lin quan n uy tn thng hiu ca sn phm c. V tiu ch cht lng, vi mc bnh chn bnh qun l 1729 lt/sn phm, c kh nhiu sn phm vt trn mc bnh qun ny (c th l c 26 sn phm c s lt bnh chn cao hn mc bnh qun chung, cn li 47 sn phm c mc thp hn). Cc sn phm c s lt bnh chn cao in hnh l Dch v taxi ca Hanoi taxi (7411 lt), Dch v hng khng Pacific Airlines (l5422 lt), Dch v hng khng ca Vietnamairlines (4656 lt), Dch v du lch ca Saigontourist (4637 lt), Dch v chuyn pht nhanh DHl (4217 lt), Dch v bu chnh ca Bu

chnh Si Gn (3570 lt), Dch v vn ti ca Cng ty Thin Pht t (3523 lt), Dch v du lch ca Cng ty Sui Ct (2828 lt), Dch v ca SASCO (2555 lt), Dch v chuyn pht nhanh ca EMS (2453 lt), Dch v chuyn pht nhanh ca Tn Sn nht (2281 lt), Dch v vn ti bin ca Cng ty du kh (2086 lt), Dch v du lch l hnh Vietravel (2083 lt), Dch v vui chi ca Vinpearl land (2024 lt), Dch v vn ti Mai linh (2010 lt) Dng nh dch v chuyn pht nhanh ang c u th v s lt bnh chn cho tiu ch cht lng. Cc sn phm c s lt bnh chn thp thuc v Sn phm du lch ni a TST

(398 lt), Sn phm du lch ca Cng ty Chu Thi Bnh Dng (372 lt), Dch v dn v chuyn nh nht Tn (258 lt), Dch v du lch ca Cng ty Du lch Vit nam (221 lt), Dch v du lch ca Sinh Cafe (198 lt). Rt tic cho Sinh caf khi ch c 198 lt bnh chn cho tiu ch cht lng. Thc t y l mt n v cung cp dch v du lch kh lu v rt c ting Vit nam. V tiu ch gi c, s phn ha v s lt bnh chn cng kh cao gia cc chng loi v sn phm c th. C kh nhiu sn phm c s lt bnh chn thp trong khi mt s khng nhiu khc li c

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s vt tri ln v s lt bnh chn. Cc sn phm c bnh chn mc trung bnh l Sn phm du lch Sui Ct (1115 lt), Dch v vui chi ca Cng vin H Ty (1089 lt), Dch v l hnh ca Cng ty du lch Bn Thnh (1082 lt), Dch v vn ti Mai linh (1068 lt), dch v chuyn pht nhanh CityPost (1056 lt), Dch v Taxi ca Hanoitourist (1055 lt), Dch v bo hiu hng hi Min nam (1029 lt), dch v taxi ABC (1019 lt), Dch v khch sn ca Bo Sn Hotel (989 lt), Dch v khch sn, taxi Thnh Qu (975 lt), Dch v khch sn ca Hanoi Hotel (929 lt), Dch v vn ti Hong long (886 lt) Trong khi , cc sn phm c s lt bnh chn nhiu (ln n vi ngn lt) li chim s t, in hnh l Dch v taxi ca Hanoitaxi (6241 lt), Dch v hng khng ca Pacific Airlines (5327 lt), Dch v chuyn pht nhanh EMS (4214 lt), Dch v hng khng ca Vietnam Airlines (4123 lt), Dch v du lch ca Saigontourist (3256 lt), dch v chuyn pht nhanh DHl (3218 lt), Dch v vn ti Thin Pht t (2547 lt), Dch v ca SASCO (2330 lt), Dch v chun pht nhanh Tn Thnh (2097 lt). nh vy, ch c 9 sn phm c s lt bnh chn t 2000 lt tr ln. V tiu ch s a dng v cch thc cung cp dch v, v c bn ging nh tiu ch gi c v cht lng sn phm v s phn b lt bnh chn gia cc sn phm trong nhm. Khng c nhiu t bin lin quan n tiu ch ny. Tuy nhin, vn c kh nhiu sn phm c s lt bnh chn cho tiu ch s a dng v cch thc cung cp dch v cao hn nhiu so vi tiu ch gi c v tiu ch cht lng, in hnh l mt s trng hp nh: Sn phm du lch ca Cng ty du lch Chu Thi Bnh Dng, Sn phm vn ti b ca Cng ty Ph M, Sn phm du lch ca Cng ty du lch m Vit nam, Dch v bu chnh ca Cng ty Bu chnh Vit nam, Dch v ti Catba Resort & Spa, Dch v chuyn pht nhanh ca Cng ty Bu chnh tp. H Ch Minh, Dch v ca Thin ng Bo Sn iu ny cho thy dng nh ngi tiu dng quan tm nhiu hn v ch nh gi v cch thc cung cp dch v cng nh s a dng ca dch v hn l gi c ca chng. C l y chnh l mt c th ca cc sn phm dch v. Tht kh

nh gi chnh xc v kh quy chun v cht lng v gi c do tnh v hnh ca dch v. S a dng trong cc loi hnh v cch thc cung cp dch v l iu d nhn thy nht v chnh n thc cht l mt trong nhng yu t quan trng cu thnh cht lng ca dch v. Xt tiu ch uy tn thng hiu, dng nh s tp trung ca s lt bnh chn

c dn cho cc dch v ca cc hng hng khng nh Vietnam Airlines, Pacific Airlines Cng kh kh hiu khi m ti Vit nam mi ch c mt vi hng hng khng v ngi tiu dng li bnh chn nhiu cho nhng hng ny. Dch v chuyn pht nhanh cng c bnh chn kh nhiu (ch ng sau cc dch v hng khng), trong in hnh l cc dch v ca EMS, DHl, Viettel. i vi

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dch v du lch v ngh dng, hai sn phm ca Saigontourism v ca Vinpearl c nh gi cao nht (vi trn 6000 lt cho Saigontourism v gn 4000 lt cho Vinpearl). Sn phm D-com 3G ca Viettel cng c nh gi kh cao vi s lt bnh chn ln n 3940 lt, cao hn rt nhiu so vi mt bng chung ca nhm theo tiu ch ny (2113 lt). Cc dch v chuyn nh c s lt bnh chn thp, c l do gii hn khu vc th trng ca cc dch v ny khng rng nn nhiu ngi cn cha bit n chng, hoc do c s vnh gia tp khch hng mc tiu v nhng ngi bnh chn.

Tng hp cc kin bnh lun ca ngi tiu dng v cc sn phm (qua kho st b sung v phng vn trc tip): Dch v hng khng b ch nhiu (4 kin), nht l tnh trng li gi bay, thi phc v ca nhn vin v tip vin. Dch v ca Hng hng khng quc gia Vit nam (Vietnam Arilines) c h s hi lng khng cao hn nhiu so vi ca Jetstar Pacific Airlines (2,02 v 1,98). Cc dch v chuyn pht nhanh nhn c nhiu li khen t khch hng khi phng vn v trng hp, h s hi lng cng kh cao x l phiu iu tra trc nghim (dao ng t 1,7 n 2,2).

Dch v du lch l hnh b nh gi thp hn do dch v khng c a dng v cng nhc. nhn xt ca nhiu ngi khi c phng vn ti H ni cho thy, nhn chung, cht lng cc loi dch v Min Bc thp hn kh nhiu so vi cht lng dch v tng t khu vc cc tnh Pha nam 9.

9 PGS.TS. nguyn Quc Thnh tng ni trong mt hi tho khoa hc Thnh ph H Ch Minh (nm 2009) rng thnh ph H Ch Minh khi mang bt ph cho khch, nhn vin phc v t n trn mt chic a v bng ra, cn H ni, khi mang bt ph cho khch th thng c ngn tay ci ca nhn vin phc v trong bt ph ni n s khc bit v cht lng dch v gia 2 min.

Mt s sn phm ca nhm c h s hi lng cao (qua kho st vi phiu tr li trc nghim): Dch v chuyn pht nhanh ca Cng ty Bu chnh Viettel Dch v chuyn pht nhanh ca Cng ty Tn Thnh Dch v chuyn pht nhanh ca Cng ty chuyn pht nhanh Bu in (EMS) Dch v chuyn pht nhanh ca Cng ty DHl Dch v chuyn pht nhanh ca Tp on Hp nht Dch v chuyn pht bu chnh ca Cng ty dch v bu chnh vin thng Si Gn D-com 3G ca Tp on Vin thng Qun i (Viettel) Dch v vin thng ca Cng ty dch v vin thng Vinaphone Dch v ca Cng ty DVHK Sn bay Tn Sn nht (SASCO) Dch v l hnh Vietravel ca Cng ty Du lch Vietravel Dch v khch sn v dch v taxi ca Cng ty Thnh Qu Dch v du lch, gii tr ca Cng ty Sui Ct Dch v vui chi ca Cng vin H Ty Dch v vui chi ca Cng Vin vn Ha m Sen Dch v Vui chi gii tr Tun Chu Dch v Vn ti ca Tp on Mai linh Dch v taxi ca Cng ty taxi H ni Dch v hng khng ca Vietnam Arilines Dch v vn ti hnh khch ca Thin Pht t Dch v du lch ca Saigontourist Dch v hng khng ca Jetstar Pacific Airlines

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BnH CHn, nH Gi CA nGi Tiu DnG V CC DCH V THnG Mi

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nhm cc sn phm dch v thng mi l nhm tng i ng nht v c im ca loi hnh dch v, trong ch yu nht l cc dch v bn l hng ha ti cc siu th, trung tm thng mi; cc dch v nhp khu v phn phi, bn bun hng ha; dch v kinh doanh bt ng sn; dch v bn v sa cha, bo hnh i vi t C th cc mt hng c phn phi rt a dng, song v c bn, cch thc hot ng v cung cp dch v ca cc doanh nghip lin quan tng i ging nhau. cng chnh l nhng thun li c th so snh, nh gi cc sn phm c ca nhm ny. C mt vn cng cn c quan tm i vi nhm sn phm ny m nhm nghin cu cng c khuyn co i vi ngi tiu dng khi bnh chn, l, khi xem xt i vi cc dch v thng mi, lun phi ch n 2 yu t c lp, nhng li c mi quan h khng kht, l thng hiu ca sn phm ang c doanh nghip tin hnh phn phi v thng hiu ca chnh doanh nghip phn phi. Trong cc phn tch thuc Chng trnh ny, nhm nghin cu ch tp trung nhn nh v nh gi nhng g thuc v thng hiu, sn phm dch v ca doanh nghip phn phi, ngha l, chng hn, s khng quan tm n cht lng v mu m xe t Hyundai m ch quan tm n nhng dch v (nh cch thc cung cp, thi phc v, nhng dch v b sung) ca doanh nghip phn phi loi xe t ny. l vn rt kh v khng phi khi no, nhng yu t ny cng hon ton tch ri khi sn phm ang c phn phi. Tng s lt bnh chn cho c nhm dch v thng mi (tnh chung cho c 4 tiu ch) l 547.560 (bnh qun cho mi sn phm l 7605 lt - tnh cho c 4 tiu ch v 1901 lt/sn phm/tiu ch). Tiu ch cht lng sn phm c s lt bnh chn l 138.086 (bnh qun 1917 lt/sn phm), tiu ch gi c c tng 138.439 lt (bnh qun 1922 lt/ sn phm), tiu ch s a dng v cch thc cung cp dch v l 93.078 lt (bnh qun 1292 lt/sn phm). Tiu ch uy tn thng hiu c tng s lt bnh chn cao nht, ln n 177.957 lt v tnh bnh qun th mi sn phm c n 2471 lt bnh chn. C l y l nhm sn phm rt c bit do uy tn thng hiu c bnh chn nhiu hn rt nhiu so vi ngay c tiu ch thng

c bnh chn nhiu l cht lng sn phm. nu nhm dch v vin thng, du lch, tiu ch s a dng ca dch v c bnh chn rt nhiu th nhm ny tiu ch s a dng li c bnh chn t nht. iu ny cho thy, ngi tiu dng c th rt quen thuc vi cc dch v thng mi hoc cc doanh nghip khng c c nhng cch thc cung cp mi hoc a dng thu ht ngi tiu dng. V tiu ch cht lng, s lt bnh chn bnh qun c nhm ng v tr th 3 trong 4 tiu ch cho thy, dng nh

ngi tiu dng cha tht s hi lng vi cht lng dch v thng mi do cc doanh nghip Vit nam hin ang cung cp. Mc d s lt bnh chn bnh qun ca tiu ch ny vn cao hn mc bnh qun chung c nhm cho 4 tiu ch, nhng c l do tiu ch s a dng ca dch v c s lt bnh chn qu thp nn tiu ch cht lng ng trn mt bc. C l y l iu m nhiu ngi khng mong mun bi cht lng, theo chng ti, lun l vn c ngi tiu dng quan tm nht v thng c s lt bnh

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chn cao nht trong s 4 tiu ch m Chng trnh nu ra. Trong tng s 72 sn phm c, c 11 sn phm c s lt bnh chn cao trn 3000 lt l: Dch v bn l xng, du ca Petrolimex (7169 lt), Dch v nhp khu v phn phi t ca HyundaiVina (6462 lt), Dch v bn hng ca Th Gii Di ng (6423 lt), dch v bn hng ca H thng PT 2000 (5324 lt), Dch v kinh doanh bt ng sn ca Ph M Hng (5236 lt), Dch v kinh doanh bt ng sn ca Hong Anh Gia lai (5156 lt), Dch v nhp khu v phn phi t ca iSuZu-Vit nam (4133 lt), Dch v bn hng ca Siu th in my nguyn Kim (4049 lt), Dch v bn hng ca Siu th in my Ch ln Cao Phong (3541 lt), Dch v bn hng ca Melinh PlAZA (3123 lt), Dch v cung cp gas trung tm Tn An Bnh (3118 lt). Cc sn phm cn li ch yu c s lt bnh chn trn 1000 lt n 2000 lt. Sn phm c s lt bnh chn thp nht ch l 11 lt v c 3 sn phm c di 100 lt bnh chn cho tiu ch cht lng. V tiu ch gi c, s lt bnh chn ca cc sn phm nhn chung cao hn nhiu so vi tiu ch cht lng. Hu nh tt c cc sn phm dch v bn hng ti cc siu th (in my hoc hng ha tiu dng) l c s lt bnh chn cho tiu ch gi c cao hn kh nhiu so vi s lt bnh chn cho tiu ch cht lng. y l mt im kh th v ca nhm sn phm ny. hiu r hn v iu ny, nhm nghin cu phng vn v tm hiu mt s i tng ngi tiu dng v c bit, quan nim ca h n gin l c hi t gi bn, gi r hn ch khc hoc c th m phn (mc c) s c ghi nhn l gi c tt. Vn ny cc siu th lm c nh cc chng trnh siu khuyn mi, tng qu hoc gim gi nh k cui tun. S sn phm trong nhm c trn 3000 lt bnh chn cho tiu ch ny ln n 16 thay v ch c 11 sn phm nh tiu ch cht lng. Cc sn phm in hnh l Siu th in my Ch ln Cao Phong (6841 lt), Dch v MobiStore ca Mobifone (6113 lt), Dch v bn xng du ca Petrolimex (5854 lt), Siu th ViO ca Viettel (5644 lt), Dch v bn hng ca H thng PT 2000 (5238 lt), Dch v kinh doanh bt ng sn ca

Hong Anh Gia lai (4525 lt), Dch v nhp khu v phn phi t ca iSuZuVit nam (4349 lt), Dch v bn hng ca Th Gii Di ng (4343 lt), Dch v bn hng ca Melinh PlAZA (4125 lt), Dch v bn hng ca Siu th in my nguyn Kim (4051 lt), Dch v bn hng ca Siu th in my Vit long (3556 lt), Dch v nhp khu v phn phi t ca Hyundai-Vina (3519 lt), Dch v kinh doanh bt ng sn ca Ph M Hng (3247 lt), Dch v ca Siu th City Mart (3176 lt), Dch v bn hng ca Big C (3067 lt), Dch v bn hng ca MEDiA MART (3012 lt).

C 4 sn phm c s lt bnh chn nh hn 100, l Dch v nhp khu v phn phi camera quan st ca Cng ty Trng Si, Dch v phn phi my chm cng v kim sot ca mn hnh mu ca Cng ty An Pht, Dch v nhp khu v phn phi bnh nng lnh dng gas ca Cng ty i Vit Tr Tu, Dch v nhp khu v phn phi xe t ca Cng ty KYlin-GX668. Sn phm c s lt bnh chn thp nht cho tiu ch gi c l dch v nhp khu v bn xe t KYlinGX668.

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V s a dng v cch thc cung cp dch v, s lt bnh chn cho tiu ch ny i vi cc sn phm dch v bt ng sn li cao hn so vi tiu ch cht lng hoc tiu ch gi c. Khng r liu c phi cc doanh nghip kinh doanh bt ng sn thng p dng rt nhiu chiu cung cp dch v khc nhau hay khng m ngi tiu dng nh gi tt cho cc sn phm ny v s a dng ca dch v. nhm nghin cu khng c c cu tr li t ngi tiu dng cho tiu ch ny, mc d n lc thc hin cc phng vn, nhng kt qu khng thuyt phc c nhng thnh vin nhm nghin cu. Cc sn phm c bnh chn nhiu hn cho tiu ch s a dng v cch thc cung cp dch v l Dch v bn hng ca Siu th ViO ca Cng ty xut nhp khu Viettel (4784 lt), Dch v bn hng ca Siu th in my Ch ln Cao Phong (3671 lt), Dch v bn xng du ca Petrolimex (3547 lt), Dch v MobiStore ca Mobifone (3529 lt), Dch v bn hng ca Th gii di ng (3146 lt), Dch v ca H thng PT 2000 (3126 lt). V tiu ch uy tn thng hiu, nhiu siu th c ngi tiu dng nh gi cao nh nguyn Kim, Ch ln Cao Phong Mi xut hin trn th trng, nhng dch v ca MobiStore ca Mobifone v Dch v bn hng ca Siu th ViO ca Cng ty xut nhp khu Viettel cng c bnh chn rt nhiu. Mt s sn phm in hnh c s lt bnh chn cao (t 3000 lt tr ln) l Siu th ViO (Viettel), MobiStore (Mobifone), Siu th in my Ch ln Cao Phong, Siu th

in my nguyn Kim, Dch v nhp khu v phn phi ca Hyundai-Vina, Dch v bn xng du ca Petrolimex, Dch v bt ng sn Ph M Hng, Dch v bn hng ca Th Gii Di ng, Dch v nhp khu v phn phi ca iSuZuVit nam, Dch v bn hng ca Melinh PlAZA, Dch v kinh doanh bt ng sn ca Cng ty Ti chnh du kh, Dch v ca Siu th intimex, Pico, Fivimart, Dch v ca Co.Opmart, Metro. Siu th nguyn Kim c nh gi cao hn rt nhiu (s lt bnh chn cao hn nhiu) so vi Big C, Metro v nhiu siu th ni a khc. nu ch nhn vo s lt bnh chn ca ngi tiu dng t Chng trnh ny th chng ta hon ton c th t ho v nhng g m h thng cc siu th ni lm c. Tuy nhin, ch l mt gc nhn t mt phng tin - qua mng internet, khng v th m t mn thiu s quan tm chm cht cho hnh nh thng hiu thng qua thu hiu v tn trng khch hng. Tng hp cc kin bnh lun ca ngi tiu dng v cc sn phm (qua kho st b sung v phng vn trc tip): S pht trin mnh m cc siu th, nht l cc siu th in my mang li cho ngi tiu dng nhiu c hi trong mua sm cc sn phm in t, in my. Tt c cc kin tr li phng vn u cho rng vic mua sm sn phm in my ngy nay qu d dng, gi c khng qu cao, sn phm a dng. Siu th in my c h s hi lng cao nht l nguyn Kim (h s hi lng l 2,92). Pico Plaza c h s hi lng (2,75) cao hn kh nhiu so vi siu th in my khc (dao ng t 1,82 n 2,44). Hn ch ch yu

i vi cc siu th in my chnh l t vn cho khch hng cn cha tt, nhn vin i khi cha tn tm. Vi cc siu th bn l hng ha khc, c s chnh lch khng nh v gi ca nhiu mt hng thc phm trong cc siu th khc nhau, nguyn nhn c th l ngun cung khc nhau v cht lng sn phm cng c th khc nhau. Siu th bn l c nh gi cao nht l BigC (h s hi lng l 2,87). nhn chung, ngi tiu dng rt hi lng i vi cc siu th bn l v cc siu th u c h s hi lng kh cao (trn 1,8). y l mt tn hiu vui cho h thng bn l Vit nam, nht l cc siu th ni. Dch v lin quan n bt ng sn b phn nn nhiu hn v ch yu l vn trung thc trong giao dch v tnh xc thc ca thng tin giao dch. Mt s ngi tiu dng t thi kh chu khi ni n mt s dch v giao dch v t vn bt ng sn v cung cp thng tin khng chnh xc, che du thng tin lin quan n bt ng sn giao dch, thu ph mi gii qu cao10.(???). Theo s liu kho st qua mng th dch v nhp khu v phn phi t caKylin-GX668 c s lt bnh chn rt thp c cho tiu ch cht lng v gi c, uy tn thng hiu, nhng khi kho st qua phiu tr li trc nghim th s phiu ghi nhn mc Rt hi lng kh cao (212 phiu), cn li 82 phiu mc Hi lng v 26 phiu mc Khng hi lng). H s hi lng c tnh ton l 2,24 v vi h s ny quy i v thang im 1000 tnh gi tr bnh chn chung cng vi s lt bnh chn qua mng gn nh kt qu thu c s kh cao.
10 C 4 kin ca nhng ngi c phng vn ti H ni a ra nhng li phn nn nh vy.

Mt s sn phm ca nhm c h s hi lng cao (qua kho st vi phiu tr li trc nghim): Dch v bn hng ca Siu th nguyn Kim Dch v bn hng ti Siu th Metro Dch v bn hng ca Siu th CO.OPMART Dch v bn hng ti Pico Plaza Dch v bn hng ca Siu th intimex Dch v bn hng ti Siu th Big C Dch v bn hng ca Siu th Fivimart

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 Dch v bn hng ca Siu th Hapromart Dch v bn hng ti Siu th Maximark Dch v siu th ca Win MART Dch v bn hng ti Mediamart Dch v bn hng ti Siu th in my Vit long Dch v bn hng ca Siu th in my HC Homecenter Dch v bn hng ti TOPCARE Dch v bn hng ti Siu th my tnh ng Khoa Dch v bn hng ti Siu th Trn Anh Dch v MobiStore ca Mobifone Dch v bn l ca Melinh PlAZA Dch v nhp khu v phn phi t ca Kylin-GX668 Dch v cung cp v lp t h bi, spa ca H Dch v phn phi sn phm CnTT ca Petrosetco Dch v kinh doanh BS ca Cng ty Ph long Dch v kinh doanh BS ca Sao Phng Bc

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BnH CHn, nH Gi CA nGi Tiu DnG V nHM CC DCH V KHC

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nhm cc sn phm dch v khc l nhm c tp hp t nhiu loi dch v m cha hoc khng th xp vo cc nhm trc . y l nhm sn phm c tnh phc tp rt cao do s khng ng nht v chng loi dch v v do c qu nhiu sn phm thuc nhiu lnh vc khc nhau. S khc bit v chng loi v lnh vc ca cc sn phm dch v thuc nhm ny chc chn s gy rt nhiu kh khn cho qu trnh phn tch. Cng v c rt nhiu loi dch v v khc nhau kh xa v lnh vc nn chc chn, khng thun ty da vo s lt bnh chn a ra nhng bnh lun. Cc sn phm c c xp vo nhm ny gm cc loi chnh nh: Dch v cng chng v dch v t vn php lut ca cc cng ty lut; dch v t vn ngh nghip (t vn marketing, t vn thit k kin trc, t vn s hu tr tu); dch v qun l ti chnh; cc phn mm chuyn dng v dch v t vn h tr; dch v kim ton v gim nh c lp Trong s , cc dch v cng chng v t vn lut dng nh chim u th v s sn phm c. Tng s sn phm c ca nhm l 56, trong khi c n trn 10 sn phm v t vn lut v cng chng. Tng s lt bnh chn cho c 4 tiu ch ca nhm l 268.126 (bnh qun 4787 lt/sn phm cho c 4 tiu ch v tnh ring cho tng tiu ch th s lt bnh chn bnh qun l 1196). Tiu ch cht lng sn phm c s lt bnh chn l 77.064 (bnh qun 1376 lt/sn phm), tiu ch gi c c tng 53.997 lt (bnh qun 964 lt/sn phm), tiu ch s a dng v cch thc cung cp dch v l 56.538 lt (bnh qun 1009 lt/sn phm). Tiu ch uy tn thng hiu c tng s 80.527 lt (bnh qun 1407 lt/sn phm). Tiu ch uy tn thng hiu l tiu ch c s lt bnh chn cao nht, sau n tiu ch cht lng. C s lt bnh chn bnh qun thp nht l tiu ch gi c sn phm. Phn tch s lt bnh chn ca tiu ch cht lng cho thy, vi bnh qun 1376 lt, nhng li c s phn b khng ng u gia cc sn phm, trong cc sn phm dch v khm cha bnh, mt s sn phm mm k ton c s lt bnh chn kh cao, ngc li cc sn phm t vn thit k v t vn kin trc c s lt bnh chn thp hn nhiu. Xt c th, cc sn phm c bnh chn nhiu l

Phn mm k ton BigTime (3620 lt), Dch v qun l vn ca Cng ty Ti chnh du kh (3002 lt), Ph 24 (2862 lt), Dch v khm cha bnh ng y nguyn Quang Hp (2695 lt), Dch v khm bnh lm Hoa (2526 lt), Truyn thanh khng dy v sn xut chng trnh ca Cng ty K ngh in t nha Trang (2513 lt), Phn mm k ton 1 C (2354 lt), Dch v Spa v thm m lavenderspa (2163 lt), Dch v xy dng ca Cng ty Sng SODACO (2022 lt), Dch v gim nh qu ca Sacombank (1947 lt), Dch v khm bnh ca Cng ty c phn y t khm cha bnh Vit nam (1879 lt), Dch v t vn marketing ca EVGO (1810 lt), Dch v bo v Delta Vit nam (1700 lt) Cc sn phm c s lt bnh chn t cho tiu ch cht lng, in hnh l Dch v t vn thit k ni tht Vit ni Tht (190 lt), Dch v thu knh ring ca FPT Telecom (284 lt), Dch v ca Buffet Vit (284 lt), Dch v t vn thit k An lc (326 lt), Dch v t vn thit k AK (336 lt) Vi tiu ch gi c, quy lut phn b s lt bnh chn gia cc loi sn phm cng c bn ging nh vi tiu ch cht lng, ngha l chim s lt bnh chn nhiu vn l mt s dch v ca B n Hill, Khch sn Cng on v dch v khm cha bnh, phn mm k ton Cc dch v t vn kin trc v t vn thit k, xy dng vn c s lt bnh chn thp nht trong nhm. C th hn, 10 sn phm c s lt bnh chn cao trong nhm l Dch v ca B n Hill (3541 lt), Dch v khm cha bnh ca Phng khm a khoa nguyn Quang Hp (2367 lt), Dch v tng hp ca khch sn Hi An (2012 lt), Dch v khm bnh ca Phng khm lm Hoa (1932 lt), Dch v n ung ca nh hng Ph ng (1838 lt), Dch v Spa v thm m lavenderspa (1716 lt), Dch v bo v Delta Vit nam (1686 lt), Ph 24 (1525 lt), Phn mm k ton 1 C (1491 lt). S chnh lch qu ln gia sn phm c bnh chn nhiu nht v sn phm c bnh chn t nht trong nhm l khong 4200 lt, thc s khng qu ln nh mt s nhm khc v cng khng c g phi bn ci khi m c s qu khc xa nhau v lnh vc hot ng cng nh

c im ca cc sn phm ny. Tuy nhin, iu m nhm nghin cu nhn thy r nht, l trong mi chng loi sn phm th s phn b v s lt bnh chn ca cc sn phm c th li khng qu ln, chng t nhn chung, cc sn phm c nh gi kh ng u trn tt c 4 tiu ch. Vi tiu ch s a dng v cch thc cung cp dch v, c s pht trin c bit ca mt s sn phm khi m s lt bnh

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chn cho tiu ch ny cao hn hn so vi tiu ch cht lng v tiu ch gi c (thm ch c sn phm tng s lt bnh chn ca 2 tiu ch cht lng v gi c cn thp hn s lt bnh chn cho tiu ch a dng dch v - nh trng hp Dch v kim ton ca Cng ty A&C, Dch v kim ton ca Cng ty Ti chnh Quc t, Dch v qun l vn ca Cng ty ti chnh in lc, Dch v t vn linh Tm, Dch v 1088 ca VnPT). Cc sn phm c s lt bnh chn cao nh Dch v ca khch sn Cng on (3155 lt), Dch v ca B n Hill (2415 lt), Dch v 1088 ca VnPT (2215 lt), Phn mm k ton BigTime (1948 lt), Dch v t vn linh Tm (1905 lt), Dch v t vn s hu tr tu Hng H (1885 lt), Dch v t vn ti chnh ca BiDV (1879 lt), Dch v gim nh qu ca Sacombank (1727 lt), Dch v t vn doanh nghip ca An Ph (1691 lt) v Dch v qun l vn ca Cng ty Ti chnh in lc (1689 lt) V tiu ch uy tn thng hiu, nhm cc dch v t vn thit k vn c s lt bnh chn thp hn so vi cc sn phm khc. Theo nhm nghin cu th khng c trng hp c bit no xy ra i vi tiu ch uy tn thng hiu, mc d s phn tn v chnh lch v s lt bnh chn vn cn kh cao gia cc sn phm. Dch v bo v ca Cng ty bo v Delta c u i hn so vi nhiu dch v bo v khc (c n trn 3300 lt bnh chn). Dch v gim nh qu ca Sacombank cng c nh gi tt v uy tn thng hiu (vi gn 3000 lt bnh chn). Cc dch v kim ton khng c bnh chn nhiu nh cc dch v t vn lut v cng chng. Tng hp cc kin bnh lun ca ngi tiu dng v cc sn phm (qua kho st b sung v phng vn trc tip): Cc dch v t vn thit k v t vn xy dng c cho l thiu tnh chuyn nghip v uy tn khng cao (kt qu thu c t phng vn trc tip ngi tiu dng). iu ny cng trng hp vi kt qu thu c t phiu tr li trc nghim (s phiu chm mc Rt hi lng gn nh khng c v c kh t phiu mc Hi lng).

Dch v t vn php l v cng chng c ghi nhn l c thi phc v tt, nhng gi c ca dch v li rt kh nh lng nn nhiu kin cho rng hin nay, gi dch v t vn cn rt cao.

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Mt s sn phm ca nhm c h s hi lng cao (qua kho st vi phiu tr li trc nghim): Dch v t vn marketing ca Cng ty Vit Gia Tin (EVGO) Dch v cng chng v t vn php l ca Vn phng cng chng An Pht Dch v t vn quan in thoi 1088 ca VnPT Dch v bo v ca Cng ty Dch v bo v Delta Vit nam Dch v bo v ca Cng ty Bo v i An Dch v ti Khch sn Morin ca B n Hill Truyn thanh khng dy, H thng sn xut chng trnh ca Cng ty K thut in t nha Trang Cc dch v xy dng, qun l ca Cng ty xy lp v u t Sng (SODACO) Phn mm k ton BigTime ca Cng ty BuCa

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TRAnG VnG Sn PHM DCH V HnG u Ti ViT nAM

Chu trch nhim xut bn BI TH HNG

Chu trch nhim ni dung TRUNG TM THNG HIU B MN QUN TR THNG HIU TRNG I HC THNG MI

Bin tp: Trnh by:

BI TH HNG M TUN ANH V TUN QUANG

Sa bn in

VNNC Group

In ti X nghip Bn I B Quc Phng (Kh 20.5 x 28cm) S KKHXB: 627-2011/CXB/1-31/DT do Cc Xut bn cp S QXB: 627-1/QXB/NXBDT do Nh xut bn Dn Tr cp ngy 07/12/2011 In xong v np lu chiu thng 12 nm 2011