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Lu Thanh c Hi

PHN 1:

GII THIU D N NGHIN CU

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NGHIN CU NHU CU S DNG KEM NH RNG P/S CA SINH VIN TRNG I HC CU LONG

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S CN THIT HNH THNH D N NGHIN CU

Ngy nay vi s pht trin ca x hi, kinh t pht trin, mc sng ca con ngi ngy cng c nng cao v nhu cu s dng nhng sn phm c cht lng cao ngy cng tng cao, iu ny i hi nhng nh sn xut khng ngng tm hiu v nng cao sn phm ca mnh, cng nh i vi nh sn xut mt hng kem nh rng, ngi tiu dng cng quan tm rt nhiu n cht lng ca n, v nhng mong i t sn phm ny, mun lm trng rng bng kem nh rng, dit khun, trnh hoi ming, Nhng thc trng hin nay cc ngun thc phm a dng khin nhu cu n ung gia tng, n cha ng sau nhng mn n ngon l hng trm loi vi khun gy hoi ming v lm ph v men rng gy mt thm m, v vy nhu cu s dng kem nh rng th khng c im dng, cho nn nhiu sn phm kem nh rng vi nhiu chng loi khc nhau c mt mi ni trn th trng. Chc rng - khe nu l tiu chun hng u ca ngi s dng kem nh rng vy con ngi quan tm n sc khe ca mnh nh th no? bn cnh , mi doanh nghip u phi i mt vi nhng kh khn trong cuc chin ginh git th trng vi cc i th cnh tranh. Nu bit cch tn dng v pht huy li th th h mi c th ng vng trong cuc chin y khc nghit , v iu quan trng hn l phi hiu r cc yu t nh hng n hnh vi mua hng ca ngi tiu dng; nu nh sn xut, nh doanh nghip nghin cu, hiu r, ng dng cc c im vo cc quyt nh marketing th h s c c hi c phc v nhu cu ca khch hng v kh nng thu li li nhun cao. T nhng l do trn, nhm chng em quyt nh nghin cu ti Tm hiu nhu cu s dng kem nh rng ca Sinh vin trng i hc Cu Long. Trong thi i cng nghip ho, hin i ho t nc v c bit khi Vit Nam tr thnh thnh vin chnh thc ca t chc thng mi th gii WTO th vic mua bn, trao i hng ho ngy cng c ch trng v quan tm. Ngi tiu dng ngy cng c nhiu s la chn, nhiu c hi tm cho mnh mt loi sn phm ph hp nht v gi c li phi chng. Trong cc bn, c l khng ai l khng bit n sn phm kem nh rng P/S ca tp on Ulinever. V chng ta cng bit rng khi mt thng hiu chim c khi c ca ngi tiu dng th ch n cho n l chim tri tim ca h. iu ny ng vi P/S - thng hiu kem nh rng dn u ti th trng Vit
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Nam. y l mt trong nhng l do quan trng u tin thu ht chng ti tm hiu v nghin cu v sn phm ny. Trong x hi hin i ngy nay, i vi mi gia nh, kem nh rng l mt trong nhng sn phm tiu dng thit yu. iu kin sng cng pht trin th nhu cu ca con ngi v nhng sn phm hon thin cng tng ln. Theo chng ti, P/S p ng tt c phn no mong mun ca khch hng v cht lng sn phm. Mt sn phm mun ng vng trn th trng, mun to c nim tin v cht lng ni ngi tiu dng khng phi d. Song, P/S lm c iu y. V gi y, sn phm ny , ang v s cng khng nh thng hiu ca mnh trn th trng Vit Nam v nc ngoi. Trn y l mt vi l do ch yu khin chng ti chn P/S l sn phm tm hiu v nghin cu. Mc tiu nghin cu ca chng ti trc tin l kho st thc trng khch hng, tnh hnh ca cng ty. T tm ra cc u, nhc im v cc i th cnh tranh tm ra gii php. P/S hin ang l mt sn phm c thng hiu mnh song v i th cnh tranh khng phi l khng c. V vy vic nghin cu ny rt cn thit c th gi vng v tr ca P/S trn th trng. Chng ti ngh rng, vic tm hiu, nghin cu ny cn c din ra thng xuyn c th theo di c bin ng ca th trng, a ra c cc gii php kp thi, ph hp. Khi chn P/S l i tng nghin cu, chng ti s kho st khch hng l nhng sinh vin trong trng i hc Cu Long. y l mt phm vi khng gian thch hp v thun tin chng ti nghin cu, n gm nhiu thnh phn i tng vi cc mc thu nhp khc nhau. V vy s m bo tnh cng bng, khch quan ca cuc nghin cu. Phng php m chng ti chn l xc sut ngu nhin phn t. y l mt phng php t tn km, c tnh hiu qu v u vit so vi cc phng php khc. y l ln u tin thc hin ti ny nn chng ti khng trnh khi mt vi thiu st. Mong cc bn v thy c gp ti nghin cu ny c hon thin hn. V chng ti cng xin cm n cc thy c khoa Kinh t, c bit l thy Lu Thanh c Hi gip chng ti hon thnh ti nghin cu ny. Chng ti xin chn thnh cm n!

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MC LC
PHN 1:.......................................................................................................................................1 GII THIU D N NGHIN CU.........................................................................................1 NGHIN CU.............................................................................................................................2 NHU CU S DNG KEM NH RNG P/S CA SINH VIN..........................................2 TRNG I HC CU LONG..............................................................................................2 S CN THIT HNH THNH D N NGHIN CU.........................................................3 MC LC....................................................................................................................................5 PHN 2: .....................................................................................................................................5 NI DUNG NGHIN CU.........................................................................................................5 Kem nh rng P/S l mt trong nhng mt hng c cc gia nh Vit Nam rt tin dng v a chung. ng thi nhm vo tm l ngi Vit lun cao lng nhn i, cc bc ph huynh mong con em mnh hc c nhng iu tt p nht nn nhng chng trnh nh: chng trnh thi nh gia nh nh rng vui nhn, Cty Unilever Vit Nam t chc khm, chm sc rng ming cho hc sinh Tiu hc ca in Bin,. lm tng uy tn cho thng hiu kem nh rng P/S............................................................................................................9 3. Phm v nghin cu:..........................................................................................................15 4. Phng php nghin cu:...................................................................................................15 IV. THIT K NGHIN CU:.................................................................................................16 VII. KT QU NGIN CU:...................................................................................................24 PHN 3:.....................................................................................................................................30 PH LC...................................................................................................................................30

PHN 2: NI DUNG NGHIN CU

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I.

XC NH VN NGHIN CU: Topic: kho st v kin ca khch hng v nhu cu s dng sn phm kem nh rng P/S ti trng i hc Cu Long. What: Mt s loi sn phm kem nh rng c th so snh vi P/S (Colgate, Close Up, Aquafresh,). Cht lng:

C nga su rng khng? Hi th c thm tho khng? C ngn vi khun khng? C lm rng sng bng khng?

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C bo v nu khng? Mu m:

Mu m, bao b. Ph hp vi th hiu. Tin li khi s dng. Where: Trng i hc Cu Long.

II. MI TRNG NGHIN CU:

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1.

Thng tin d bo: 1.1 Thc trng: ng trc cn lc cnh tranh ca nn kinh t thi hi nhp WTO, cc doanh nghip lun thc c v s sng cn ca sn phm l do ngi tiu dng quyt nh. Ti Vit Nam nhng nm gn y sc cnh tranh gia hng ho trong nc v hng ho nc ngoi din ra ht sc quyt lit c bit l nhng sn phm c xut x t nhng cng ty a quc gia v Unilever Vit Nam cng l mt trong nhng i gia ln trn th trng hng tiu dng, hng thit yu cho sinh hot hng ngy ca ngi tiu dng Vit Nam nh kem nh rng P/S. P/S n vi Vit Nam khi th trng hng tiu dng y cn mi nn c nhiu t kinh doanh v tc tng trng ca Vit Nam cn thp nn kh nng tiu th cao. Hin nay th phn ca kem nh rng P/S kh rng v c uy tn i vi ngi tiu dng trn c nc nhng thi gian gn y trn th trng xut hin nhng thng hiu kem nh rng khc nh: Aquafresh, Colgate, Regadont, e do th phn ca kem nh rng P/S. Bn cnh , nn hng nhi, hng gi nhn kem nh rng P/S lm nh hng nghim trng n uy tn v li nhun ca cng ty.

1.2

Th hiu: Gn vi nhu cu thng xuyn, kem nh rng tr thnh mt hng thit yu v khng th thiu trong mi gia nh. a vo nhng sn phm mi p ng nhu cu, s thch, th hiu ca ngi tiu dng. Ti nc ta th phn ca kem nh rng P/S chim kh cao v c ngi tiu dng tin tng v c cht lng v mu m sn phm. P/S kt hp nhiu yu t: nga su rng, chng mng bm, bo v nu, ngn vi khun, lm rng sng bng, hi th thm tho, vo cng mt sn phm tung ra th trng thu ht c s yu thch sn phm.

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Kem nh rng P/S l mt trong nhng mt hng c cc gia nh Vit Nam rt tin dng v a chung. ng thi nhm vo tm l ngi Vit lun cao lng nhn i, cc bc ph huynh mong con em mnh hc c nhng iu tt p nht nn nhng chng trnh nh: chng trnh thi nh gia nh nh rng vui nhn, Cty Unilever Vit Nam t chc khm, chm sc rng ming cho hc sinh Tiu hc ca in Bin,. lm tng uy tn cho thng hiu kem nh rng P/S. Tm l chung ca khch hng rt thch cc hnh thc khuyn mi. nh vo tm l ny P/S c nhng chng trnh khuyn mi rt hp dn v c nhng hot ng gn kt vi cng ng khng nh thng hiu trn th trng, to c s tin tng ca khch hng. 1.3 Kh nng p ng: P/S l mt thng hiu kem nh rng ni ting khng ch th trng trong nc m cn l mt thng hiu kem nh rng c uy tn trn th trng quc t. Hn na th phn ca thng hiu kem nh rng P/S chim 60% th trng kem nh rng trong nc trong nc, Colgate - i th cnh tranh ln nht ca P/S chim 30% th phn, 10% cn li dnh cho cc thng hiu kem nh rng khc v vy kh nng p ng ca kem nh rng P/S rt ln cung cp nhu cu tiu dng ca ngi tiu dng. Hin nay trn th trng c rt nhiu thng hiu Kem nh rng khc nh: Aquafresh, Colgate, Close-Up v th ngi tiu dng c nhiu s la chn hn v iu ny ang e do th phn ca kem nh rng P/S do P/S lun tung ra nhng sn phm mi vi nhiu tnh nng p ng nhu cu, th hiu ca khch hng ng thi cng gi c th phn v chim lnh 60% th phn ca cc thng hiu kem nh rng khc trn th trng. 2. Ngun lc v tr ngi: V vn nghin cu: Ngun lc: Trng i hc Cu Long l ni tp hp sinh vin n t 13 tnh ng Bng Sng Cu Long v th s hiu bit v sn phm kem nh rng i vi cc bn sinh vin l rt ph bin, hu ht tt c mi ngi ai cng phi s dng nn thun li cho nhm khi tin hnh thu thp d liu.

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Tr ngi: S lng sinh vin kh ng v tp trung ri rc nhiu lp, nhm ch nghin cu, tin hnh thu thp d liu vi lp nn tnh i din cha cao. V nhm thc hin nghin cu: Ngun nhn lc: Sinh vin ang theo hc kinh t , tr, nng ng, sng to, Tr ngi v chi ph v thi gian: c hn. 3. Mc tiu nghin cu: Nghin cu kin ca sinh vin v nhu cu s dng sn phm kem nh rng P/S ti trng i hc cu Long. 4. Phn tch v khch hng: Nghin cu thi ca ngi tiu dng i vi sn phm kem nh rng P/S v cc nh sn xut khc nhau nghin cu uy tn ca cc thng hiu (s hiu bit ca ngi tiu dng v thng hiu, v nhng c im chnh ca sn phm), nhng lin kt gp phn to gi tr hoc lm gim gi tr ca thng hiu. Kem nh rng P/S c mt khp mi ni. Ngi tiu dng c th mua kem nh rng ti cc siu th, i l, ca hng tp ha n nhng ca hng nm trong ph mt cch d dng. Unilever phi hp vi cc chng trnh qung co trn cc phng tin truyn thng (nht l TV, v Vit Nam TV vn l knh thng tin ch lc, c sc lan ta ln v nhanh), do c nhiu ngi tiu dng bit n v s dng ngy cng nhiu. Ngi tiu dng ngy cng c nhiu s la chn khi mua sn phm P/S. V P/S c a dng chng loi: Kem nh rng P/S Mui, Kem nh rng P/S Tr Xanh, Kem nh rng P/S Ba Ln Trng, Kem nh rng P/S Nga su rng Vt tri, Kem nh rng P/S Li Xanh, Kem nh rng P/S B Ngoan, Kem anh rng P/S tr xanh hoa cc,... khin ngi tiu dng hng th vi sn phm hn. Ngoi ra, Unilever cn c tn trong danh sch cc sn phm t danh hiu Rng vng Vit Nam. y cng chnh l tem bo m i vi ngi tiu dng khin h an tm hn khi s dng kem nh rng P/S. ng hnh vi cc hot ng m rng thng hiu Unilever cn u tranh mnh m vi t nn lm hng gi, hng nhi bng cch thnh lp Ban phng chng hng gi

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v bo v quyn s hu tr tu, tham gia vo Hi ch hng tiu dng v bo v ngi tiu dng Vit Nam...Nhn vin Unilever n tn ni khoanh vng sn xut v nhp khu hng nhi, hng bun lu, ri kt hp vi c quan chc nng lng bt, trit ph tn hang . Mt khc, nhn vin ca Unilever cn t chc cc bui ni chuyn ti cc ch, cc khu dn c v hu qu tc hi ca vic sn xut, bun bn, tiu th, s dng hng nhi, hng gi, hng bun lu. Trong qu trnh sn xut mu m kiu dng sn phm, nhn mc, Unilever c gng to nhiu du hiu gip ngi tiu dng nhn bit hng tht, hng gi. Do vy hn ch c nn hng nhi, hng gi. Khng nhng em li c nhiu li nhun cho cng ty m cn c ngi tiu dng tin tng v chn la. Khng ch v li nhun Unilever bit quan tm khch hng. Mt mt, sn phm lun c i mi v ci tin n mc ti u. Tuy nhin gi ca P/S vi mc trung bnh. Do , ngi tiu dng nng thn thng mua P/S v gi r hp ti tin nn P/S c nhiu th phn nng thn hn. Thi quen v hnh vi ca ngi tiu dng mc mua hng, s a thch i vi cc a im bn hng, cc a im bn hng truyn thng, nhng phn nn ca ngi tiu dng Ngi tiu dng thng thch mua sn phm gi r nhng cht lng tt. Tuy nhin, ty theo tnh hnh thu nhp, s thch, tui tc... ca tng ngi m c nhng thi quen v hnh vi mua sm khc nhau. Nu thu nhp thp th ngi tiu dng quan tm c bit n gi c. Vy nn yu t cht lng b t thp hn ch khng hn l khng quan tm. Ngc li ngi c thu nhp cao h quan tm n cht lng hn l gi c. V h c kh nng chi tr v sn sng rt hu bao mua sn phm c cht lng tt hn. Thng th nhng ngi c thu nhp thp, sng nng thn, nhng gia nh t ngi, thng mua t , s lng nh (hp nh) nhng thng xuyn ( v kem nh rng l sn phm thit yu). H thng chn cc a im gn gi, truyn thng, gi r, d tm: ch, tp ha. Nhng ngi c thu nhp cao thng tm n siu th, cc i l bn bun, bn l (tuy nhin cng khng t ngi mua ch v tp ha hoc gn ni lm vic v a im thun li, nhanh chng). Vy nn ch v tp ha vn l ni phn phi nhiu nht, l ni c nhiu ngi tiu dng chn la

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5.

Phn tch i th cnh tranh: Gn vi nhu cu tiu dng thng xuyn mi ngy, kem nh rng tr thnh mt hng thit yu v nh sn xut to ra nhng tro lu mi t tm l. Nm c tm l cc nh sn xut kem nh rng to ra nhng dng sn phm lm hi lng i a s khch hng. Hin nay trn thi trng c kh nhiu loi kem nh rng ca cc nh sn xut khc nhau, bi vy nn c s cnh tranh quyt lit ginh c th phn ca cc doanh nghip. C th ni, trc mi e do t cc i th cnh tranh trong cuc ua dnh th phn, cc i gia m phm phi thay i ng k phong cch qung co v chin lc Marketing. V dng nh, cng l xu hng chung m nhiu doanh nghip cn nhn thy c nhng thay i kp thi trong cc chin lc kinh doanh tip th ca mnh. K thut qung co v cc hnh thc lm tng ng k th phn ca cc nhn hiu kem nh rng. Trc nm 1997, nhn hiu kem nh rng khng l vn quan trng, ngi tiu dng ch yu mua sn phm ang sn c cc ch, tim tp ho. Cui nm 1997, khi P/S chnh thc ra mt v dn dp qung b thng hiu, nhn hiu Colgate cng lao vo cnh tranh th cuc chin ginh th phn mi thc din ra. Ngi tiu dng b cun vo cc li mi gi hp dn mi dng th sn phm min ph, tham d cc bui gii thiu cng ngh mi ca siu thHai nhn hiu kem nh rng ny y li cc loi kem nh rng khc v vng nng thn, chim knh phn phi siu th, ch, ca hng. Lc ny ngi tiu dng quen thuc vi thng hiu P/S nn d c tng gi i cht h vn sn sang mc hu bao ra tr, P/S bo v c th phn. Thng hiu kem nh rng khng ch thnh cng nh qung co dy c trn truyn hnh m cn nh cc chng trnh khuyn mi, trin lm, ti tr hc sinh ngho hiu hc v c bit l xy dng qu khuyn hcnn c nh hng tch cc n thi ngi mua.

6.

K nng v Marketing v cng ngh: Qung co trn nhiu phng tin c th gip ngi mua hiu r cc c tnh ca sn phm:

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+ Qung co trn pano, p phch ch yu l mi ngi u thy mu m ca sn phm. + Qung co trn bo, tp ch: ni r c tnh ca sn phm. + Qung co trn truyn hnh: vi hnh thc qung co v thng ip trc quan nh thng vo tm l ngi tiu dng, qung co trn truyn hnh tng i khc phc c tnh trng thiu thng tin ca nhng ngi vng su, vng xa khng th bit c qua hnh thc trn bo ch, pano v p phch. Cng ngh cao: my mc thit b hin i.

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III.

TIP CN VN NGHIN CU: 1. Mc tiu nghin cu: - Mc tiu chung: Phn tch cc nhn t nh hng n nhu cu s dng kem nh rng ca Sinh vin trng i hc Cu Long v ra bin php gip nh sn xut c th sn xut ra sn phm p ng c nhu cu s dng kem nh rng ca khch hng. - Mc tiu c th: + Tm hiu nhu cu s dng kem nh rng ca ngi dn Sinh vin trng i hc Cu Long. + Phn tch cc nhn t nh hng n nhu cu s dng kem nh rng ca ngi khch hng.

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+ ra bin php gip nh sn xut c th sn xut ra sn phm p ng c nhu cu ca Sinh vin trng i hc Cu Long. 2. Kim nh v lm cu hi nghin cu: - Kt qu kim nh: + Thu nhp khng nh hng n nhu cu s dng kem nh rng P/S. + tui nh hng n nhu cu s dng kem nh rng P/S. + c tnh kem nh rng cha tht s ph hp vi s thch ca tt c ngi dn. - Cu hi nghin cu: + Gi thnh ca sn phm P/S c nh hng nh th no n nhu cu s dng kem nh rng P/S khng? + tui c nh hng n nhu cu s dng kem nh rng P/S khng?. + c tnh ca kem nh rng nh th no l ph hp vi kh nng thch ng ca Sinh vin trng i hc Cu Long. 3. Phm v nghin cu: - Phm vi v khng gian: + ti c thc hin ti trng i hc Cu Long. - Phm vi v thi gian: + S liu s dng trong ti l s liu nm 2009, 2010, 2011. + ti c thc hin t ngy 22/10 n ngy 28/12. - Phm vi v ni dung: Phn tch cc nhn t nh hng n nhu cu s dng kem nh rng P/S ca Sinh vin trng i hc Cu Long. 4. Phng php nghin cu: Phng php thu thp s liu: - S liu s cp c thu thp bng cch phng vn trc tip sinh vin trng i hc Cu Long thng qua bng cu hi phng vn. - S liu th cp c thu thp t cc bo co ca cc ca hng, tim tp ha ti, trn bo, tp ch, internet v Siu th Co.op-Mart.
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- Tham kho cc m hnh l thuyt c lin quan n vn nghin cu. Phng php phn tch: - S dng thng k m t m t thc trng bn hng ti cc i l phn phi kem nh rng P/S v ca Sinh vin trng i hc Cu Long. - S dng hm hi quy tuyn tnh phn tch cc nhn t nh hng n nhu cu s dng kem nh rng P/S Sinh vin trng i hc Cu Long . - T m t v phn tch trn s dng phng php t lun (hoc ma trn Swot ) ra cc bin php gip nh sn xut tm ra v sn xut mt loi kem nh rng P/S mi ph hp nhu cu ca Sinh vin trng i hc Cu Long.

IV. THIT K NGHIN CU: D n nghin cu ph hp vi loi thit k nghin cu m t. WHO: Ai l ngi c chn tin hnh nghin cu? Nhng sinh vin c nhu cu s dng kem nh rng P/S trong tui t 18 n 25, ang hc ti trng i hc Cu Long. WHAT: Thng tin no nn thu thp t ngi c phng vn? nh gi s nhn bit ca Sinh vin v nhn hiu kem nh rng P/S so vi nhng nhn hiu khc.

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Tm l, li sng , c tnh nhn khu, tui, thu nhp v s thch, thi quen s dng kem nh rng.

WHEN: Khi no th thng tin cn thu thp? Tin hnh thu thp thng tin trong thng 12/2011

WHERE: u sinh vin c th tr li phng vn? Sinh vin c th tr li phng vn trc tip ti trng hoc l nh tr.

WHY: Ti sao phi thu thp thng tin t khch hng? Ti sao d n nghin

cu Marketing cn tin hnh? pht trin th phn ca sn phm kem nh rng P/S ti trng i hc Cu Long. Pht hin nhng th hiu v nhu cu ca khch hng. c mt chin lc Marketing c hiu qu. WAY: Bng cch no chng ta c th thu thp thng tin t khch hng? Phng vn trc tip c nhn thng qua tr li bng cu hi. Unilever thc hin chin lc Marketing-mix th trng Vit Nam nh sau: a im phn phi Nm 1995, Unilever vo Vit Nam to ra mt h thng tip th v phn phi ton quc, bao qut hn 100.000 a im.Unilever a khi nim tiu th bn l trc tuyn, s dng nhn vin bn hng trc tuyn, nhng nhn vin ny c nhim v cho cc n hnh mi, giao hng v cp tn dng cho cc n hng tip theo.Cc im bn l c cp t by hng nm s dng ti a khng gian trong ca hng v tnh bt mt sn phm. Ngoi ra, cng ty cn gip cc hng phn phi cc khon cho vay mua phng tin i li, o to qun l v t chc bn hng. Sn phm

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Cng ty vn dng nhng tiu chun quc t cho sn phm nhng thch nghi vi ngi tiu dng Vit Nam. H mua li t cc i tc ca mnh nhng nhn hiu c uy tn nhiu nm ti Vit Nam nh bt git Viso, v kem nh rng P/S. Sau , ci tin cng thc ch to bao gi v tip th gia tng tiu th nhng nhn hiu ny. Bn cnh , cng ty cng tm hiu su sc nhu cu ngi tiu dng Vit Nam Vit Nam ho sn phm ca mnh. Vi tm quan trng v uy tn thng hiu, trong nhng nm qua Unilever Vit Nam c bit ch trng n vic chng hng gi bo v quyn li ngi tiu dng, bo v s hu tr tu v uy tn vi thng hiu hng ho.Cc sn phm ca cng ty hin nay c thm TEM BO HNH HNG THT, hay LG CHNG HNG GI BO M HNG THT nhm gip khch hng c th nhn bit r hng gi - hng tht v mang li cm gic an tm khi s dng. Qung b Unilever c hai mng chnh trong h thng chin lc qung b ca mnh l Above-the-line (qung b trc tip) v below-the-line (qung b gin tip) Chnh sch gi c: Nhn bit 80% ngi tiu dng Vit Nam sng vng nng thn c thu nhp thp, Unilever Vit Nam ra mc tiu gim gi thnh sn xut nhm em li mc gi c hp l cho ngi tiu dng. Cng ty da vo cc doanh nghip nh a phng tm cc nguyn liu ti ch thay th mt s loi phi nhp khu; iu ny va gim c chi ph mua hng va ng thu nhp khu t hn. Ngoi ra cng ty cng phn b sn xut, ng gi cho cc v tinh ti cc khu vc Bc, Trung, Nam gim chi ph vn chuyn v kho bi. Unilever cng thc hin chnh sch h tr ti chnh gip cc doanh nghip a phng c th nng cp trang thit b sn xut, chuyn giao k thut, t chc cc chng trnh hun luyn sn xut.

Ngun nhn lc: Cng vi vic a dng ho cc hot ng sn xut kinh doanh, Unilever Vit

Nam lun coi trng vic pht trin ngun nhn lc l bc t ph v cht cho s pht
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trin bn vng lu di, c khi x hi tin vo nn Kinh t tri thc hoc kinh t sinh hc. hiu thu o ngi tiu dng Vit Nam v pht trin h thng r gip cng ty c th bm su vo th trng, Unilever xy dng mt i ng nhn vin bn a chuyn nghip v thng xuyn ch trng n cc chng trnh hun luyn nhn vin. Quan im ca Unilever l pht trin thng qua con ngi, nn cng ty lun quan tm n quyn li ca nhn vin v sn sng h tr h trong cc lnh vc cng tc. Hin nay, i ng qun l Vit Nam thay th cc v tr ch cht trc kia do cc chuyn gia nc ngoi m nhim. Cng ngh: Vic chuyn giao cng ngh trc tip c tin hnh i vi chuyn giao my mc v h thng cng thc cng nh m bo cht lng v nhng phn tch. Nhng nh qun l ca Unilever cung cp dch v h tr thit thc gip nhng nh sn xut tng tnh hiu qu ng thi nng cao cht lng v vng i sn phm. Thng hiu: Nhn chung qung ng nh v theo hng mi ca P/S vn cha di song nhng g h lm c ng coi l thnh cng. Thnh cng trong vic m cho mnh mt li i ring trn th trng Vit Nam, thnh cng trong vic nng cao gi tr thng hiu ca mt sn phm thuc hng tiu dng thit yu. Sau nay rt c th nhng i th cnh tranh s theo bc chn nh v ca h. Song P/S c li th l ngi tin phong trn th trng, m ci g u tin thng li n tng lu phai trong tm tr khch hng. Vi chin lc Marketing trn, cng ty chim c cm tnh ca a s ngi tiu dng Vit Nam trong gn mt thp nin qua. Trong tng lai, Unilever s ra i nhiu sn phm mi l v c o hn vi hy vng vn l ngi bn ng hnh, thn thit trong sinh hot ca mi nh.

Ngun thng tin cn c xc nh bao gm:

- Loi thng tin:

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+ S liu s cp: Phng vn trc tip bng cu hi do nhm nghin cu thit k thu thp d liu. + S liu s cp: Thu thp thng tin trn bo, tp ch, internet. + Tham kho cc m hnh l thuyt c lin quan n vn nghin cu.
- Hnh thc phng vn: phng vn c nhn trc tip ti trng hoc nh tr. - K thut o lng:

+ So snh: so snh cc loi sn phm kem nh rng. + Xp hng th t: xp hng cc tiu ch, c tnh ca sn phm. + T l phn cp: xc nh kh nng p ng nhng nhu cu ca khch hng.
- Thang o:

+ Thang o th t: xp hng theo th hiu khch hng, xc nh v tr ca sn phm trn th trng. + Thanh o khong: o lng kin, thi ca khch hng v c tch ca sn phm. + Thang o t l: xem xt cc tc ng tui tc, thu nhp, c tnh ca sn phm. - Bn cht ca bn cu hi: + Loi cu hi: s kin, kin, nh v ng c. Cu hi m: gi ngi c phng vn da vo thng tin tr li theo quan im, suy ngh ring ca c nhn h. Cu hi ng: a ra la chn i vi thng tin xc nh (Yes/No ng/Sai Hi lng/Khng hi lng). Cu tr li c phn hn ch theo khun mu. Tuy nhin qu trnh nghin cu cng tin hnh thun li. + Thi gian phng vn: 10-15 pht (thit k bng cu hi sao cho ly thng tin v cng tit kim thi gian cn tt). - Phng php chn mu: + n v tng th: trng i hc Cu Long. + n v mu: Sinh vin hc cc lp.
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+ Phm vi ly mu: Sinh vin cc kha, khoa khc nhau. + thi gian ly mu: trong thng 12/2011. + Cu trc mu: khung chn mu l sinh vin sau tin hnh nghin cu thu thp d liu. + C mu: (n>=30) chn 50 ngi. + Phng php chn mu: chn mu ngu nhin phn tng. + Cc tiu thc phn tng:

Mc gi sn phm. Tui tc. Chi tiu trung bnh hng thng.

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V. THU THP THNG TIN: - S liu s cp: s c thu thp thng qua bng cu hi v bng cch phng vn trc tip. Ngoi ra, s dng s liu th cp t sch, bo, tp ch, internet v cc m hnh a c nghin cu c lin quan n vn nhm ang nghin cu. - C ch qun l: Bng cu hi phi c y phn ghi ch v thng tin c nhn ca ngi c phng vn => tin vic kim tra li ( i vi nh qun l). Gio dc v nhn thc, o c ngh nghip i vi phng vn vin. Bng cu hi phi ph hp vi mc tiu, mc ch nghin cu v khng cha nhng cu hi mang tnh t nh, ring t c nhn. Hun luyn cch tip cn cng nh thi phng vn vin; cch ng ph tnh hung. Sp xp v phn cng thi gian phng vn phi tht hp l (trnh gy tr ngi cho phng vn vin v gy kh chu cho ngi c phng vn. S dng cu hi cho trnh tnh trng giang ln ca phng vn vin => nh hng n tnh trung thc ca s liu. Bo m thng tin c nhn v nhng thong tin khc ca ngi c phng vn ch s dng cho mc ch nghin cu khng cho bt k mc ch no khc.

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VI. PHN TCH D LIU: Phng php phn tch:

- S dng phn tch nhn t phn tch s liu thu c khi i phng vn trc tip. - S dng phn tch bng cho phn tch s liu thu c khi i phng vn trc

tip.

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VII. KT QU NGIN CU: 1. Miu t ni dung nghin cu: - Nhm chng ti thc hin nghin cu hnh vi khch hng v kem nh rng P/S. - i tng nghin cu ch yu l sinh vin ngoi ra cn nhiu i tng khc na + tui chia thnh nhiu nhm tui khc nhau nhng tp trung vo sinh vin vi tui t 18- 24 tui. + Gii tnh: 40% khch hng c phng vn l n, 60 % l nam. + Ngnh ngh: sinh vin chim phn ln, cn li l cc ngnh ngh khc.

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+ Thu nhp: phn ng sinh vin nhn tin t gia nh nn chi ph sinh hot tnh trn thng khong di 1 triu.Cc ngnh ngh khc c mc thu nhp cao hn ( t 1 triu tr ln). 2. Kt qu nghin cu: Sau khi kho st thc t 50 khch hng ti a im: Trng ai hc Cu Long chng ti thu c kt qu nh sau:

V cc loi Kem nh rng khch hng tng s dng: Kem nh rng P/S,

kem nh rng Colgate, kem nh rng Close Up.

Cc loi Kem nh rng khch hng ang s dng: kem nh rng P/S, kem

nh rng Colgate. Knh thng tin m khch hng s dng bit sn phm - Qung co l knh thng thng tin c khch hng s dng nhiu nht bit n sn phm, chim t l 74%. - Knh thng tin qua bn b, ngi thn v ngi tiu dng cng chim t l kh cao, ln lt l 34% v 23%. - Knh thng tin c ngi tiu dng s dng nhiu th 2 l qua bn b, ngi thn: 34%. - Internet l knh thng tin c khch hng s dng t nht. Qung co l knh thng tin c khch hng s dng nhiu nht v n rt ph bin v tin li. Cn hin nay ngi tiu dng t bit n sn phm qua Internet.

a im ngi tiu dng chn la sn phm. - a im c khch hng chn la mua sn phm nhiu nht l ca hng tp

ho chim 68%. - Ngi tiu dng chn la mua sn phm ti siu th v ch cng chim t l kh cao, ln lt l 18% v 20%. - Cc ni khc chim mt t l kh khim tn l 11%. Ca hng tp ho l a im c khch hng la chn nhiu nht mua sn phm v y l ni thun tin v gi c phi chng. Hin nay h thng cc siu th cng

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ang pht trin nhng do mc gi cn cao v tn nhiu thi gian ca ngi tiu dng nn cng t c la chn hn. Mc thun tin khi mua sn phm - Ngi tiu dng cm thy d dng khi mua loi kem nh rng vi t l l 50%. - Mc rt d dng cng chim mt t l kh ln chim 40%, s lng khch hng cm thy kh khn hoc rt kh khn l khng c(0%). Do h thng ca hng tp ho l rng khp nn mi ngi thy rt d dng v d dng khi chn mua sn phm. Ch tiu nh gi sn phm ca khch hng - Cht lng ca kem nh rng c khch hang rt quan tm chim ti 68% - Khch hng cng rt quan tm n gi c ca sn phm chim t l 48% - ng thi c tnh ca sn phm nh s an ton cng c khch hng ch chim 50%. - Thng hiu ca sn phm t c ch hn chim khong 30% Khch hng quan tm n nhng ch tiu trn d dng chn c cho mnh mt sn phm ph hp vi thu nhp v s thch ca mnh

Trng lng khch hng chn la Trng lng km nh rng khch hng la chn l 120g -200g

Vic la chn hnh thc khuyn mi - a s khch hang thch gim gi sn phm chim n 44% - Ngoi ra khch hng cng rt quan tm n hnh thc khuyn mi tng khi lng ca sn phm chim 32% - Hnh thc tng km sn phm cung c ch chim 28% - Hnh thc rt thm trng thng t c quan tm hn chim 11% - Cc hnh thc c t khch hng quan tm chim 6% 3. Nhn xt chung: Cuc iu tra cho thy phn ln ngi tiu dng v ang dng kem nh rng P/S. Khch hng dnh nhiu u i khi c hi v loi kem nh rng ny. Hu ht mi ngi u cho rng P/S c nhng c im vt tri hn hn so vi cc loi kem nh rng khc trn th trng hin nay. Khng nhng th hnh nh kem nh rng P/S
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tr nn qu quen thuc vi ngi tiu dng bi n c nhng chng trnh qung co, khuyn mi rm r. y l mt trong nhng chiu thc c hiu qu nht a sn phm n gn vi ngi tiu dng hn. lm c iu ny cht lng sn phm cng quyt nh mt phn. Cht lng sn phm c tt th mi ngi sau khi dng th mi gii thiu cho bn b, ngi thn. Vy l sn phm ca P/S li mt ln na c qung co c hiu qu hn. Cn mt kha cnh na m khch hng cng rt quan tm l knh phn phi. Khch hng s cm thy hi lng, thoi mi khi mua c sn phm ca mnh bt c ni u. P/S cng lm c iu ny. bt c ni u: ch, siu th, ca hng tp ho, bn u c th chn mua sn phm ca cng ty. P/S l hng kem dnh rng lun i u v cng ngh v qung co. Qua kho st, nghin cu, cng ty tm hiu c th trng ca sn phm P/S. V cng ty cng a ra cc gii php ph hp hi vng s p ng c tt hn nhu cu, th hiu ca ngi tiu dng v a v tr ca P/S ngy cng c khng nh v gi vng.

VIII. HN CH CA D N NGHIN CU: D n tin hnh nghin cu vi s quan st l 50(n=50>30), tuy vy mu ny c tnh i din cha cao bi v s liu thu thp ch trong trng i hc Cu Long. Trong qu trnh i phng vn, nhm cng gp mt s kh khn nh gp phi mt vi sai lm khi chn ngi tr li, t kinh nghim khi i phng vn. V th, d n nghin cu c sai s.

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Ngoi ra, do thi gian b hn ch nn vn cn mt vi sai st nh nh s liu thu thp c khi phng vn trc tip cha phn tch bng m hnh ton hc m ch phn tch bng m hnh khu ng.

IX. KT LUN: Vic nghin cu hnh vi khch hng l mt vic lm cn thit. N gip cho cng ty hiu r hn v tr sn phm ca mnh trn th trng cng nh hiu r hn v tm l khch hng. Kt qu ca cuc iu tra chnh l mt cn c gip cng ty a ra nhng quyt nh hin ti cng nh trong tng lai. Qua iu tra kho st thc t chng ta bit c khch hng nh gi v cht lng sn phm ca mnh ra sao, gi c th

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no, cc hnh thc khuyn mi, qung co c hp dn khng, h thng phn phi c p ng c nhu cu ca ngi tiu dng hay khng. T chng ta c th so snh sn phm ca cng ty vi i th cnh tranh trn tt c cc phng din . V c hiu c i th cnh tranh chng ta mi c th a ra c cc gii php cho hp l. Nhn chung kem nh rng P/S t c nhng kt qu ng t ho trong qu trnh xy dng thng hiu. Sn phm P/S c khch hng nh gi cao hn hn i th cnh tranh tt c cc mt. Nhng h vn cn mt s tn ti cha lm hi lng ngi tiu dng. Chnh nh cuc iu tra nghin cu ny cng ty s tm ra nhng gii php ti u p ng nhu cu v th hiu ngy cng cao ca khch hng.

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PHN 3: PH LC

BNG CU HI

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NGHIN CU NHU CU S DNG KEM NH RNG P/S CA SINH VIN TRNG I HC CU LONG

I. PHN GII THIU Xin cho ti l sinh vin ca khoa QTKD, trng i hc Cu Long. Chng ti ang tin hnh mt cuc nghin cu kho st kin ngi tiu dng v mt s vn c lin quan n th hiu nhu cu mua v s dng sn phm kem nh rng P/S ca sinh vin trng i hc Cu Long tm bin php nng cao cht lng sn phm nhm phc v v tha mn tt hn nhu cu ca mi ngi. Anh (ch) vui lng dnh cht thi gian khong 10 pht gip chng ti tr li mt s cu hi c lin quan di y. Chng ti rt hoan nghnh s cng tc v gip ca anh (ch). Cc kin tr li ca anh (ch) s c m bo gi b mt tuyt i. II. PHN NI DUNG 1. Anh (ch) cho rng vic nh rng hng ngy l: 1) Rt quan trng 1. 2) Cha quan trng 3) Khng quan trng 2. Khi ni n sn phm kem nh rng nhng sn phm no sau y anh (ch) ngh n? (c th chn nhiu phng n). (MR) Loi sn phm Aquafresh P/S Colgate Regadont Perlodent Close - Up 3. nh gi theo mc hi lng ca anh(ch) v sn phm kem nh rng P/S, anh(ch) theo nhng tiu ch sau? (1 rt hi lng ,2,3,4 n 5 rt khng hi lng)
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Ngh n

tng s dng

ang dng

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c tnh sn phm Nga su rng Bo v nu Ngn mng bm sut 18h Hi th thm tho Lm rng sng bng Lm chc men rng Ngn vi khun

Rt hi lng

Hi lng

Bnh thng

Khng hi lng

Rt khng hi lng

4. Anh (ch) hy cho bit tiu ch no sau y nh hng n quyt nh chn la sn phm kem nh rng P/S ca anh(ch). (khng quan tm, 1 2 3 4 5 rt quan tm). (MR) Cc tiu ch Gi c Cht lng Thng hiu Mu m Thun tin mi ni Qung co Khuyn mi 1 2 3 4 5

5. Anh(ch) bit n kem nh rng P/S m anh (ch) ang s dng qua phng tin thng tin no? 1) Qung co trn TV 5. 2) Bn b, ngi thn 3) Bo, tp ch 4) Khc 6. Khi mua sn phm P/S anh (ch) thch hnh thc khuyn mi no? 1) Gim gi 6. 2) Bc thm trng thng 3) Qu tng km theo 4) Khc. 7. Theo anh (ch) mc gi no cho 1 tup kem nh rng P/S loi (120g-200g). 1) Di 5000 7.
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2) 5000-di 10000 3) 10000-di 20000 4) Trn 20000 8. Anh (ch) thng mua kem nh rng P/S u? 1) Siu th 8. 2) Tp ha 3) Ch 4) Khc 9. Anh (ch) thch kem nh rng P/S c mi v nh th no? 1) Mi tri cy 9. 2) Mi bc h 3) Mi v khc 10. Anh (ch) c phn nn g v cay ca kem nh rng P/S hay khng? 1) C 10. 2) Khng 11. Anh (ch) nh gi nh th no v tc dng phng chng su rng v Bo v 2 ln ca kem nh rng P/S. 1) Rt tt 11. 2) Tt 3) Tng i tt 4) Km 5) Rt km 12. Kem nh rng P/S c tht s mang li cho anh (ch) hm rng chc khe v sng bng? 1) C 12. 2) khng 13. Anh (ch) c nhn xt nh th no v bao b mu m ca P/S? 1) p, bt mt 13. 2) Kh p 3) Cha p, cha bt mt 14. Anh (ch) thy trng lng ng gi ca P/S loi 120g v 200g ph hp cha? 1) Ph hp 14. 2) Cha ph hp 15. Anh (ch) c mun dng kem nh rng P/S na hay khng? 1) C 15. 2) Khng 16. Anh (ch) c th vui lng cho bit mt s kin ci thin sn phm kem nh rng P/S?

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Tr li: 17. Anh (ch) thuc nhm tui no? 1) 18-25 tui 17. 2) 25-35 tui 3) 35-45 tui 4) Trn 45 tui 18. Ngh nghip ca anh(ch) l g? 1) Sinh vin 18. 2) Ni tr 3) Cn b, cng nhn vin 4) Khc... 19. Mc trung bnh chi tiu hng thng ca anh(ch) l bao nhiu? 1) Di 1 triu 19. 2) T 1-2 triu 3) T 2-3 triu 4) Trn 3 triu 20. Anh(chi) cn c thn hay lp gia nh? 1) c thn. 2) C gia nh. 21. Hin ti anh (ch) c i lm thm khng? 1) C. 2) khng 22. Thng tin c nhn: H tn:.. Gii tnh:.. Lp:. Kha:... Khoa:... in thoi:

CHNG TI CHN THNH CM N S GIP CA ANH (CH)

BNG TNG HP S LIU PHN TCH

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PHN TCH BNG CHO 3 CHIU

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Kho st quan h gia gii tnh, tnh trng hn nhn v tnh hnh s dng kem nh rng P/S. Gii tnh: Nam 1; N 2. Tnh trng hn nhn: c thn 1; c gia nh 2. Tnh hnh s dng kem nh rng P/S: c 1; khng 2.
Case Processing Summary Cases Valid N GIOITINH * TINHTRANGHONNHAN * TINHHINHSUDUNGKEMD ANHRANG P/S Percent N Missing Percent N Total Percent

50

100.0%

.0%

50

100.0%

GIOITINH *TINHTRANGHONNHAN * TINHHINHSUDUNGKEMDANHRANG P/S Crosstabulation

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TINHHINHSUDUNGKEMDA NHRANG P/S co GIOITINH nam Count Expected Count % within GIOITINH % within TINHTRANGHONNHA N % of Total nu Count Expected Count % within GIOITINH % within TINHTRANGHONNHA N % of Total Total Count Expected Count % within GIOITINH % within TINHTRANGHONNHA N % of Total khong GIOITINH nam Count Expected Count % within GIOITINH % within TINHTRANGHONNHA N % of Total nu Count Expected Count % within GIOITINH % within TINHTRANGHONNHA N % of Total Total Count Expected Count % within GIOITINH % within TINHTRANGHONNHA N % of Total

TINHTRANGHONNHAN doc than 29 29.3 96.7% 65.9% 64.4% 15 14.7 100.0% 34.1% 33.3% 44 44.0 97.8% 100.0% 97.8% 2 2.4 66.7% 50.0% 40.0% 2 1.6 100.0% 50.0% 40.0% 4 4.0 80.0% 100.0% 80.0% co gia dinh 1 .7 3.3% 100.0% 2.2% 0 .3 .0% .0% .0% 1 1.0 2.2% 100.0% 2.2% 1 .6 33.3% 100.0% 20.0% 0 .4 .0% .0% .0% 1 1.0 20.0% 100.0% 20.0%

Total doc than 30 30.0 100.0% 66.7% 66.7% 15 15.0 100.0% 33.3% 33.3% 45 45.0 100.0% 100.0% 100.0% 3 3.0 100.0% 60.0% 60.0% 2 2.0 100.0% 40.0% 40.0% 5 5.0 100.0% 100.0% 100.0%

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C 29 sinh vin c phng vn l nam, cn c thn, c nhu cu s dng kem nh rng P/S. C 15 sinh vin c phng vn l n, cn c thn, c nhu cu s dng kem nh rng P/S. Trong s 50 ngi c phng vn th c 45 sinh vin c nhu cu s dng kem nh rng P/S. trong c 44 sinh vin cn c thn Trong s 50 sinh vin c phng vn th c 17 sinh vin n trong 15 n s dng kem nh rng P/S, c 33 nam trong 30 nam c nhu cu s dng kem nh rng P/S.
Chi-Square Tests Anh(chi) co muon dung kem danh rang P/S nua hay khong? co Asymp. Sig. (2-sided) .475 1.000 .365 1.000 .500 45 .833(c) .000 1.185 1 1 1 .361 1.000 .276 1.000 .667 1 .414 .600 1 .480 .667 Exact Sig. (2-sided) Exact Sig. (1-sided)

Pearson Chi-Square Continuity Correction(a) Likelihood Ratio Fisher's Exact Test Linear-by-Linear Association N of Valid Cases

Value .511(b) .000 .822

df 1 1 1

khong

Pearson Chi-Square Continuity Correction(a) Likelihood Ratio Fisher's Exact Test Linear-by-Linear Association

N of Valid Cases 5 a Computed only for a 2x2 table b 2 cells (50.0%) have expected count less than 5. The minimum expected count is .33. c 4 cells (100.0%) have expected count less than 5. The minimum expected count is .40.

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Symmetric Measures Anh(chi) co muon dung kem danh rang P/S nua hay khong? co

Nominal by Nominal N of Valid Cases

Phi Cramer's V Contingency Coefficient

Value -.107 .107 .106 45 -.408 .408 .378 5

Approx. Sig. .475 .475 .475 .361 .361 .361

khong

Nominal by Nominal N of Valid Cases

Phi Cramer's V Contingency Coefficient

a Not assuming the null hypothesis. b Using the asymptotic standard error assuming the null hypothesis.

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PHN TCH BNG CHO 2 CHIU

Kho st quan h gia nhu cu s dng kem nh rng P/S v mc chi tiu hang thng.
Case Processing Summary Cases Valid N Nhu cau su dung kem danh rang P/S * Muc trung binh chi tieu hang thang Percent N Missing Percent N Total Percent

50

100.0%

.0%

50

100.0%

Nhu cau su dung kem danh rang P/S * Muc trung binh chi tieu hang thang Crosstabulation Muc trung binh chi tieu hang thang duoi 1 trieu Nhu cau su dung kem danh rang P/S co Count Expected Count % within Nhu cau su dung kem danh rang P/S % within Muc trung binh chi tieu hang thang % of Total khong Count Expected Count % within Nhu cau su dung kem danh rang P/S % within Muc trung binh chi tieu hang thang % of Total Total Count Expected Count % within Nhu cau su dung kem danh rang P/S % within Muc trung binh chi tieu hang thang % of Total 8 8.1 17.8% tu 1-2 trieu 32 31.5 71.1% tu 2-3 trieu 5 5.4 11.1% Total duoi 1 trieu 45 45.0 100.0%

88.9% 16.0% 1 .9 20.0%

91.4% 64.0% 3 3.5 60.0%

83.3% 10.0% 1 .6 20.0%

90.0% 90.0% 5 5.0 100.0%

11.1% 2.0% 9 9.0 18.0%

8.6% 6.0% 35 35.0 70.0%

16.7% 2.0% 6 6.0 12.0%

10.0% 10.0% 50 50.0 100.0%

100.0% 18.0%

100.0% 70.0%

100.0% 12.0%

100.0% 100.0%

C 8 sinh vin c mc chi tiu hng thng di 1 triu c nhu cu s dng kem nh rng P/S.

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C 32 sinh vin c mc chi tiu hng thng t 1-2 triu c nhu cu s dng kem nh rng P/S. C 5 sinh vin c mc chi tiu hng thng t 2-3 triu c nhu cu s dng kem nh rng P/S.

C 1 sinh vin c mc chi tiu hng thng t 1-2 triu khng c nhu cu s dng kem nh rng P/S. C 3 sinh vin c mc chi tiu hng thng t 1-2 triu khng c nhu cu s dng kem nh rng P/S. C 1 sinh vin c mc chi tiu hng thng t 1-2 triu khng c nhu cu s dng kem nh rng P/S. Mc chi tiu hang thng khng nh hng n nhu cu s dng kem nh rng P/S.
Chi-Square Tests Asymp. Sig. (2-sided) .824 .841 .797

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

Value .388(a) .347 .066 50

df 2 2 1

a 3 cells (50.0%) have expected count less than 5. The minimum expected count is .60. Symmetric Measures

Nominal by Nominal N of Valid Cases

Phi Cramer's V Contingency Coefficient

Value .088 .088 .088

Approx. Sig. .824 .824 .824

50 a Not assuming the null hypothesis. b Using the asymptotic standard error assuming the null hypothesis.

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PHN TCH NHN T:

Phn tch nhng tiu ch nh hng n quyt nh chn la sn phm kem nh rng, d liu thu thp da vo thang o 5 im( 5 l yu t rt quan trng, 1 l khng quan trng), cho 7 bin th hin nh sau: V1: Gi c V2: Cht lng V3: Thng hiu V4: Mu M V5: Thun tin mi ni V6: Qung co V7: Khuyn mi S liu thu thp qua phng vn trc tip 50 ngi
Correlation Matrix V1 Correlation V1 V2. V3 V4 V5 V6 V7 1.000 .637 .451 .153 .148 .255 .328 .637 1.000 .546 .096 .172 .074 .166 .451 .546 1.000 .429 .284 .320 .253 .153 .096 .429 1.000 .539 .381 .268 .148 .172 .284 .539 1.000 .388 .330 .255 .074 .320 .381 .388 1.000 .249 .328 .166 .253 .268 .330 .249 1.000 V2 V3 V4 V5 V6 V7

KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .670

Bartlett's Test of Sphericity

Approx. Chi-Square df Sig.

94.109 21 .000

Sig.= 0.000 < 0.05 => bc b H0 => cc bin c tng quan vi nhau.
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Communalities Initial V1 V2 V3 1.000 1.000 Extraction .740 .809

1.000

.625

V4

1.000

.662

V5

1.000

.642

V6

1.000

.485

V7

1.000

.327

Extraction Method: Principal Component Analysis.

Total Variance Explained Component Initial Eigenvalues % of Cumulative Total Variance % 2.869 40.985 40.985 1.420 20.285 61.270 .816 .694 .541 .409 11.652 9.920 7.727 5.836 72.922 82.842 90.568 96.404 Extraction Sums of Squared Loadings % of Cumulative Total Variance % 2.869 40.985 40.985 1.420 20.285 61.270 Rotation Sums of Squared Loadings % of Cumulative Total Variance % 2.196 31.366 31.366 2.093 29.904 61.270

1 2 3 4 5 6 7

.252 3.596 100.000 Extraction Method: Principal Component Analysis.

Trong Initial Eigenvalues c 2 gi tr ln hn 1 (2.869 v 1.420) => c 2 nhm nhn t chung.

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Component Matrix(a) Component 1 V1 .673 .615 .761 .642 .630 .582 .557 2 -.536 -.656 -.214 .501 .494 .382 .128

V2 V3 V4 V5 V6 V7

Extraction Method: Principal Component Analysis. a 2 components extracted.

Nhm nhn t chung th nht gm cc bin: V1: Gi c V2: Cht lng V3: Thng hiu V4: Mu M V5: Thun tin mi ni V6: Qung co V7: Khuyn mi Cc bin ny c h s tng quan cao, cc bin ny th hin khch hang quan tm n cht lng sn phm. Nhm nhn t chung th hai gm cc bin: V4: Mu M V5: Thun tin mi ni V6: Qung co V7: Khuyn mi Cc bin ny c h s tng quan cao, cc bin ny th hin khch hng quan tm n li ch kinh t.

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Reproduced Correlations V1 Reproduced Correlation V1 V2 V3 V4 V5 V6 V7 Residual(a) V1 V2 V3 V4 V5 V6 V7 -.129 -.175 -.011 -.011 .067 .022 -.062 .029 .108 -.033 -.092 .048 -.090 -.041 -.143 -.112 -.184 -.153 -.168 -.084 -.124 .740(b) .765 .627 .164 .159 .187 .306 V2 .765 .809(b) .608 .067 .064 .108 .259 -.129 V3 .627 .608 .625(b) .381 .374 .362 .397 -.175 -.062 V4 .164 .067 .381 .662(b) .652 .565 .422 -.011 .029 .048 V5. .159 .064 .374 .652 .642(b) .556 .414 -.011 .108 -.090 -.112 V6 .187 .108 .362 .565 .556 .485(b) .373 .067 -.033 -.041 -.184 -.168 V7 .306 .259 .397 .422 .414 .373 .327(b) .022 -.092 -.143 -.153 -.084 -.124

Extraction Method: Principal Component Analysis. a Residuals are computed between observed and reproduced correlations. There are 14 (66.0%) nonredundant residuals with absolute values greater than 0.05. b Reproduced communalities

C 14 gi tr >0.05, cn cc gi tr cn li <0.05 => c ngha

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Component Score Coefficient Matrix Component 1 V1 -.086 V2 -.158 V3 .091 V4 .404 V5 .398 V6 .332 V7 .204 .066 -.058 -.105 -.106 .291 .484 .436 2

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.

Phng trnh tnh im ca nhn t 1: F1= 0.091X1 + 0.404X2 + 0.398X3 +0.332X4 +0.204X5 Trong nhm nhn t th nht, bin V4 c h s im nhn t cao nht ( 0.404), V4 c tc ng mnh nht n nhn t chung. Phng trnh tnh im ca nhn t 2: F2= 0.436X1 + 0.484X2 + 0.291X3 + 0.066X4 Trong nhm nhn t th hai, bin V2 c im nhn t cao nht (0.484), V2 c tc ng mnh nht n nhn t chung.

Component Transformation Matrix 2 .732 .682 .682 -.732 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. Component 1 2 1

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