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BNG VIT TT CC THUT NG

Thut ng ting Anh Valid Missing Frequency Percent Valid Percent Cumulative Percent Total System N Minimum Maximum Mean Std. Deviation Std. Error Mean One-sample T-test Test Value Sig (2 tail) Item Total Statistics Scale mean if Item deleted Scale Variance if Item deleted Corrected Item-Total Corelation Cronbachs Apha if Item deleted Realiability Staticstics Cronbachs Apha Ngha ting Vit Hp l Li Tn sut xut hin T l % T l % hp l T l % tch ly Tng s H thng S quan st Gi tr nh nht Gi tr ln nht Gi tr trung bnh lch chun Sai s chun ca gi tr trung bnh Kim nh T mt mu Gi tr kim nh Mc ngha (hai pha) Cc thng k bin tng Trung bnh thang o nu loi bin quan st Phng sai thang o nu loi bin quan st H s tng quan bin tng H s Cronbachs Apha nu loi bin Cc thng k o lng tin cy H s Alpha ca Cronbach

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MC LC

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I. TNG QUAN V CUC KHO ST

1.1 Gii thiu mc tiu tng qut v cuc kho st X-Men l mt sn phm ca Cng ty C phn hng gia dng quc t (International Consumer Products Corporation- ICP). Vi b sn phm c hnh dng kh Ty, cng vi mt ci tn cng kh l Ty v c bit lc by gi: X-Men. Xut pht im l du gi nc hoa cao cp, n nay Thng hiu Vit Nam X-Men tng bc chim c cm tnh t khch hng trong nhm sn phm chm sc cho nam. T lc xm nhp th trng, X-Men lun to c s n tng trong cc hot ng Marketing. V v th, c ngi tiu dng nh v l mt sn phm c ngun gc nc ngoi vi cht lng cao. Nh mt h qu tt yu, X-Men tng bc nng cao th phn, v ginh ly v tr dn u th trng ca Romano mt cch m thm. Nm 2010 l nm i thng ca ngi n ng ch Thc khi c Nielsen xp th 2 trong Top 10 nhm sn phm chm sc c nhn/rng ming. Nm 2011, tng 4 Bc n ng ch Thc ca X-Men c xem l c bt ph ngon mc khi m thng hiu ny thuyt phc cc ng n ng ch Thc mua lun c b. Hin nay, i th chnh ca X-Men khng ch l Romano m cn c Clearmen, Head & Shoulders v cc sn phm khc. Vi Romano ang c gng ly li th trng mt nh trong nhiu nm qua. Clearmen vi s hu thun cc k ln ca mt ngun lc ti chnh khng l, ng thi c nhng tim lc khc nh v chin lc Marketing tuyt vi, h thng phn phi gn nh hon ho. V Head & Shoulders a con ca P&G v ang m thm tip cn th trng. X-Men hin ang i mt vi nhng i th ln trong cuc chin dng nh khng h cn sc ny. Chnh v nhng l do trn m X-men tin hnh mt cuc kho st t ngy 7/11/2011 n 19/11/2011 v mc trung thnh ca khch hng tiu dng i vi du gi X- Men. T c th nhn bit c s tin tng ca khch hng i vi sn phm ny nh th no, v a ra cc chin lc mi p ng vi s mong i ca khch hng hn na sn phm n ng ch thc dn u th trng Vit Nam v sn phm du gi nam. 1.2 Mc tiu c th ca kho st Cuc kho st ny nhm hng ti mc tiu sau:
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Tm hiu lng trung thnh ca ngi tiu dng i vi sn phm du gi X-Men.

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1.3 i tng kho st

i tng kho st: Tt c khch hng nam ang s dng du gi X-Men. Phm vi kho st: Nhm gii hn phm vi nghin cu theo nh mc tiu

ra, bi vit tp trung xem xt, phn tch, nh gi cc yu t nm trong phm vi sau: cc bn nam ca lp B2QT102C 1.4 Phng php thc hin Da vo mc tiu trn, chng ti s dng phng php nghin cu nh lng cho vic thu thp thng tin. Cc bc phng php ny bao gm: Chun b nh hng => Xc nh s mu => Thit k bng cu hi => Phn b mu nghin cu => M ho v phn tch s liu => Bo co kt qu. Chun b nh hng Xc nh r vn s nghin cu, a ra kt qu mong i ca ti. Xc nh s mu S mu c ly da trn phng php ly mu, phng php ly mu ngu nhin cc i tng phng vn. T 70 mu ly ngu nhin 30 mu x l s liu. Thit k bng cu hi Bng cu hi c thit k da vo mc tiu ca ti, qua hnh thnh c s t cu hi. Ni dung bng cu hi p dng phng php nh khong v t l. (bng cu hi c nh km trong phn ph lc). Phn b mu nghin cu i tng nghin cu: sinh vin nam lp B2QT102C . M ha v phn tch d liu Kim tra kt qu phng vn v chn ngu nhin 30 bi x l s liu. Ton b d liu c m ho v phn tch hon ton trn phn mm SPSS. Bo co kt qu Bi bo co c vit da trn mc tiu ca ti, ng thi nu ra nhn xt thng qua cc biu ca ni dung phn tch.

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1.5 Tm tt s b kt qu chung ca cuc kho st 1.5.1 Thi gian kho st ti c thc hin t ngy 07/11/2011 n ngy 19/11/2011 c phn b nh sau: Chun b nh hng Xc nh s mu Thit k bng cu hi Phn b mu nghin cu M ho v phn tch s liu Bo co kt qu 1.5.2 Tm tt s b kt qu kho st Qua kt qu kho st cho thy, khch hng s dng X-men ti thi im hin ti kh hi lng vi cht lng du gi X-men cng nh s tin cy i vi dng sn phm ny. 1 ngy 1 ngy 2 ngy 4 ngy 3 ngy 2 ngy

II. KT QU KHO ST
2.1 Thng tin v mu kho st T 70 phiu phng vn trong qu trnh kho st, chng ti ly ngu nhin 30 phiu v tin hnh x l s liu. Thng tin v khch hng:
Statistics nhomtuoi N Valid Missing Percentiles 25 50 75 30 0 1.00 1.00 2.00 nghenghiep 30 0 1.00 1.00 2.00 mucthunhap 30 0 3.00 3.00 4.00 tinhtranggiadinh 30 0 1.00 1.00 1.25

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Bi tp gia k Frequencies Nhm tui Frequency Percent Valid 20-30 31-40 Total 21 9 30 70.0 30.0 100.0

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Valid Percent 70.0 30.0 100.0 Valid Percent 53.3 26.7 20.0 100.0 Valid Percent 6.7 13.3 46.7 33.3 100.0 Valid Percent

Cumulative Percent 70.0 100.0

Ngh nghip Frequency Percent Valid Nhn vin VP Nhn vin KT Lnh o Total 16 8 6 30 53.3 26.7 20.0 100.0 Cumulative Percent 53.3 80.0 100.0

Mc thu nhp Frequency Percent Valid T 1-3tr 3-5tr 5-7tr Trn 7tr Total 4 14 10 30 Frequency Valid c thn kt hn Total 23 7 30 2 6.7 13.3 46.7 33.3 100.0 Percent 76.7 23.3 100.0 Cumulative Percent 6.7 20.0 66.7 100.0

Tnh trng gia nh Cumulative Percent 76.7 100.0 76.7 23.3 100.0

Nhn xt:
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V nhm tui: qua qu trnh thng k cho thy tui trong 30 mu kho st ch yu thuc nhm tui 20-30 (chim 70%) v 31-40 (chim 30%), a s cc khch hng ny trong tui cn tr.

V ngh nghip: trong tng s 30 khch hng, c khong 16 ngi (chim 53,3%) l nhn vin vn phng, 8 ngi l nhn vin k thut (chim 26,7%) v 6 ngi l lnh o (chim 20%).

V mc thu nhp: thu nhp bnh t 5 n 7 triu chim nhiu nht trong 30 khch hng l 14 ngi (chim 46,7%), tip theo l mc thu nhp trn 7 triu c 10 ngi (chim 33,3%).

V tnh trng gia nh: a s khch hng kho st ang trong tnh trng c thn c 23 ngi (chim 76,7%) v c 7 ngi lp gia nh.

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2.2 Bng phn tch s liu kho st v din gii kt qu Statistics

P tin Sd Bao lu N Valid Missing Percentiles 25 50 75 30 0 3.00 4.00 4.00 Truyn thng 30 0 1.00 2.00 4.00 Du gi thng dng 30 0 1.00 2.00 3.00 L do S dng 30 0 1.00 2.00 4.00 Cht lng Gi c sp 30 0 3.00 4.00 4.00 sp 30 0 3.00 4.00 4.00 Nt c trng 30 0 2.75 4.00 4.00 Nd Qung co 30 0 3.00 4.00 4.00 S trung thnh 30 0 2.00 3.50 4.00

Kt qu thng k cho thy hu ht cc thng tin ca 30 mu c chn u khng c li xy ra. Frequencies 2.2.1 Thi gian s dng sn phm
Bng 1 Thi gian s dng sn phm

Frequency Percent Valid Trn 1 thng di 3 thng Trn 3 thng di 6 thng Trn 6 thng Total 3 5 22 30 10.0 16.7 73.3 100.0

Valid Percent 10.0 16.7 73.3 100.0

Cumulative Percent 10.0 26.7 100.0

Nhn xt: Trong cc mu kho st a s khch hng s dng sn phm trn 6 thng, y c coi l thi gian kh di, c 22 ngi (chim 73,3%), chng t sn phm c kh nhiu ngi a chung v s dng kh lu. 2.2.2 Nhn bit sn phm qua phng tin truyn thng
Bng 2 Nhn bit sn phm qua phng tin truyn thng

Frequency Percent Valid tivi, radio Tp ch, internet pano, bng rn, p phch ban be, nguoi than gioi thieu Total
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Valid Percent 33.3 40.0 10.0 16.7 100.0

Cumulative Percent 33.3 73.3 83.3 100.0

10 12 3 5 30

33.3 40.0 10.0 16.7 100.0

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Nhn xt: sn phm du gi X-men c bit n nhiu nht trong cuc kho st l qua tivi, radio (chim 33,3%) v tp ch, internet (chim 40%). 2.2.3 Nhng sn phm du gi tng dng
Bng 3 - Nhng sn phm du gi tng dng

Frequency Valid Xmen Romano Clearmen Head&shoulder Total 14 3 10 3 30

Percent 46.7 10.0 33.3 10.0 100.0

Valid Percent 46.7 10.0 33.3 10.0 100.0

Cumulative Percent 46.7 56.7 90.0 100.0

Nhn xt: sn phm m khch hng c kho st tng dng nhiu nht l sn phm X-men (chim 46,7%), tip n l Clearmen (chim 10%). 2.2.4 L do s dng sn phm
Bng 4 L do s dng sn phm

Frequency Percent Valid Gi c hp l Nhn hiu ni ting Mu m p Cht lng sn phm tt Total 14 5 1 10 30 46.7 16.7 3.3 33.3 100.0

Valid Percent 46.7 16.7 3.3 33.3 100.0

Cumulative Percent 46.7 63.3 66.7 100.0

Nhn xt: a s cc khch hng trong tng s mu chn gi c hp l (14 ngi) v cht lng sn phm tt (10 ngi), trong s c 5 ngi chn nhn hiu ni ting, qua bng thng k c th thy cht lng sn phm ca X-men kh tt, c kh nhiu ngi yu thch v tin dng.

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2.2.5 Cht lng sn phm so vi cam kt ca nh sn xut

Bng 5 Cht lng sn phm

Frequency Percent Valid Khng ng Phn vn ng Hon ton ng Total 6 5 13 6 30 20.0 16.7 43.3 20.0 100.0

Valid Percent 20.0 16.7 43.3 20.0 100.0

Cumulative Percent 20.0 36.7 80.0 100.0

Nhn xt: cht lng ca du gi lun c m bo vi ngi tiu dng.Khch hng lun hi lng vi t l 63.3 %.

2.2.6 Gi c sn phm
Bng 6 Gi c sn phm

Frequency Percent Valid Khng ng Phn vn ng Hon ton khng ng Total 5 5 14 6 30 16.7 16.7 46.7 20.0 100.0

Valid Percent 16.7 16.7 46.7 20.0 100.0

Cumulative Percent 16.7 33.3 80.0 100.0

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Nhn xt: Gi c ph hp vi khch hng vi t l: 66.7 % 2.2.7 Nt c trng ca sn phm

Bng 7 Nt c trng ca sn phm

Frequency Percent Valid Hon ton khng ng Khng ng Phn vn ng Hon ton ng Total 2 5 6 12 5 30 6.7 16.7 20.0 40.0 16.7 100.0

Valid Percent 6.7 16.7 20.0 40.0 16.7 100.0

Cumulative Percent 6.7 23.3 43.3 83.3 100.0

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Nhn xt: nt c trng ca sn phm cha c khch hng cm nhn c hon ton.T l ng ch t 56.6%.Trong khi t l khng hi lng chim 23.4%

2.2.8 Ni dung qung co, khuyn mi sn phm

Bng 8 Ni dung qung co, khuyn mi sn phm

Frequency Percent Valid Khng ng Phn vn ng Hon ton ng Total 5 5 14 6 30 16.7 16.7 46.7 20.0 100.0

Valid Percent 16.7 16.7 46.7 20.0 100.0

Cumulative Percent 16.7 33.3 80.0 100.0

Nhn xt: chng trnh qung co rt thu ht v n tng trong tr nh khch hng. T l kho st t 66.7%

2.2.9 S trung thnh vi sn phm

Bng 9 S trung thnh vi sn phm

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Bi tp gia k Frequency Percent Valid Khng ng Phn vn ng Hon ton ng Total 9 6 12 3 30 30.0 20.0 40.0 10.0 100.0

Mn: Nghin cu Marketing Valid Percent 30.0 20.0 40.0 10.0 100.0 Cumulative Percent 30.0 50.0 90.0 100.0

Nhn xt: v lng trung thnh vi sn phm ch t mc trung bnh 50%.

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II. KT LUN V NHNG XUT.

Kt lun: v sn phm du gi X-Men qua cuc kho st :
Khch hng lun hi lng v cht lng ca sn phm. Gi c ph hp Qung co rt n tng v d nh trong lng ngi xem. Gii tr rt thch , tuy nhin v cm nhn gi tr bn ngoi sn phm cha c gii tr cm nhn r nt. Lng trung thnh ch t mc trung bnh, nn khch hng s d dng thay i khi c chnh sch v sn phm khng ng hng.

Kin ngh:
Do thi gian lm bo ngn, nn s liu ch mang tnh cht ch quan.Khng dng lm thng tin chnh xc. Mc ch ti ch gip nhm hiu r hn v mn nghin cu marketing v l thuyt cng nh cch s dng phn mm SPSS. Mong Thy thng cm cho nhm. Nhm xin chn thnh cm n Thy.

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IV. PH LC

PHIU CU HI KHAO SAT

(V hanh vi tiu dung cua sinh vin nam lp B2QT102C i vi san phm du gi u X-Men) STT phiu: Ngy phng vn:/11/2011 Xin cho bn, nhm mnh l nhm i dng xanh, Lp B2QT102C khoa Qun tr kinh doanh thuc trng i hc M TP.HCM. Nhm ang thc hin ti nghin cu v Lng trung thnh ca ngi tiu dng i sn phm du gi X-Men. y l bng cu hi kho st dnh cho sinh vin nam lp B2QT102C. Trong cuc tho lun ny, khng c quan im no l ng hay sai m tt c u l cc thng tin hu ch. Vic tr li bng cu hi sau s gip ch rt nhiu cho ti ca nhm mnh, mong cc bn s gip . Hin nay bn c s dng du gi X-men khng? a. C (tip tc phng vn) b. Khng (ngng phng vn) 2. Bn s dng du gi X-men bao lu ri? a. Di 1 thng c. Trn 3 thng nhng di 6 thng a. Tivi, Radio c. Nhn vin tip th b. Trn 1 thng nhng di 3 thng d. Trn 6 thng

3. Bn bit du gi X-men qua phng tin truyn thng no? b. Tp ch, internet d. Pano, bng rn, p phch

e. Bn b, ngi thn gii thiu 4. Bn c tng dng nhng sn phm du gi sau y khng (C th chn nhiu loi) a. Xmen b.Romano c. Clear Men d. Head &Shoulders f. Loi khc (xin ghi r) : 5. L do g bn s dng du gi X-men? a. Gi c hp l c. Mu m p b. Nhn hiu ni ting d. Cht lng san phm tt

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Xin vui lng cho bit mc ng ca bn vi nhng pht biu di y: ( Vi mi pht biu, bn hy chn 1 trong 5 la chn: Hon ton khng ng , Khng ng , Khng kin, ng , Hon ton ng ) Rt khng Khng Phn vn ng ng ng 6. Cht lng du gi X-men ng cam kt ca nh sn xut? 7. Theo bn gi c sn phm du gi X-men l hp l? 8.Nt c trng ca X-men l th hin s bn lnh ca n ng? 9. Ni dung qung co, khuyn mi rt c o v n tng? 10. Bn tip tc s dng du gi X Men v lun cm thy hi lng sn phm ny? Xin bn vui lng cho bit mt s thng tin v c nhn ca bn: 11. Bn nhm tui no? a. 20 30 c. 41 50 12. Ngh nghip ca bn hin nay l g? a. Nhn vin vn phng c. Lnh o a. T 1- 3 triu ng c. T 5 7 triu 14. Tnh trng gia nh ca bn hin nay: a. c thn b. kt hn b. Nhn vin k thut. d. Ngh nghip khc (xin vui lng ghi r): .. b. T 3 5 triu d. Trn 7 triu b. 31 40 d. Trn 50 Rt ng

13. Mc thu nhp trung bnh hng thng (VN) ca bn hin nay l:

XIN CHN THNH CM N S HP TC CA BN!!!

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