Luu Ba Dat - lt09172

TRNG I HC CN TH
KHOA KINH T - QUN TR KINH DOANH
--- ---
LUN VN TT NGHIP
PHN TCH CC NHN T NH HNG N

HNH VI TIU DNG THC PHM NG HP
XUT X T TRUNG QUC
Gio vin hng dn:
Sinh vin thc hin:
L TH DIU HIN
LU B T
Lp : KT0922L1
MSSV: LT09172
Cn Th - 2011
Lun vn tt nghip
LI CM T
Li u tin em xin chn thnh cm n cc thy c khoa kinh t trng

i hc Cn Th nhit tnh ch dy cng nh cung cp kin thc cho em trong
sut qu trnh hc tp trong nhng nm qua lm hnh trang bc vo i khi
ri khi mi trng thn thng . c bit em xin chn thnh cm n c L Th
Diu Hin nhit tnh gip em vt qua nhng kh khn trong sut qu
trnh thc hin ti tt nghip ca mnh.
Em rt mong s thng cm v gp ca thy c cho ti tt nghip ca
em, v kin thc v kinh nghim cn nhiu hn ch nn ti khng trnh khi
nhng sai st v khuyt im.
Cui cng em xin chc thy c Khoa Kinh t - Qun tr kinh doanh nhiu
sc khe v thnh cng trong cng vic. Em xin chn thnh cm n!
Sinh vin thc hin
Lu B t
GVHD: L Th Diu Hin
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SVTH: Lu B t
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LI CAM OAN
Em xin cam oan rng ti ny do chnh em thc hin, cc s liu thu

thp v kt qu phn tch trong ti l hon ton trung thc, ti khng trng
vi bt k ti nghin cu khoa hc no.
Ngy
thng
nm 2011
Sinh vin thc hin
Lu B t
GVHD: L Th Diu Hin
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BN NHN XT LUN VN TT NGHIP I HC

H v tn ngi hng dn: L Th Diu Hin
Chuyn ngnh: B mn Qun tr kinh doanh
C quan cng tc: trng i hc Cn Th
Tn sinh vin: Lu B t
M s sinh vin: LT09172
Chuyn ngnh: Qun tr kinh doanh tng hp
Tn ti: Phn tch cc nhn t nh hng n hnh vi tiu dng thc phm
ng hp xut x t Trung Quc
NI DUNG NHN XT
1. Tnh ph hp ca ti vi chuyn ngnh o to:
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2. V hnh thc:
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3. ngha khoa hc, thc tin v tnh cp thit ca ti:
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4. tin cy ca s liu v tnh hin i ca lun vn:
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5. Ni dung v cc kt qu t c(theo mc tiu nghin cu,...)
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6. Cc nhn xt khc:
.................................................................................................... ............................
7. Kt lun:
.................................................................................................................... ............
Cn Th, ngy ..thng.. nm 2011

Ngi nhn xt
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MC LC
CHNG 1
PHN GII THIU
1.1 T VN NGHIN CU....................................................................1
1.2 MC TIU NGHIN CU ........................................................................2
1.2.1 Mc tiu chung ................................................................................................ 2
1.2.2 Mc tiu c th................................................................................................. 2
1.3 CC GI THUYT CN KIM NH V CU HI NGHIN CU .2

1.3.1 Cc gi thuyt cn kim nh............................................................................ 2
1.3.2 Cu hi nghin cu .......................................................................................... 2
1.4 PHM VI NGHIN CU...........................................................................3

1.4.1 Khng gian....................................................................................................... 3
1.4.2 Thi gian.......................................................................................................... 3
1.4.3 i tng nghin cu....................................................................................... 3
1.5. LC KHO TI LIU ..........................................................................3

CHNG 2
PHNG PHP LUN V PHNG PHP NGHIN CU
2.1. PHNG PHP LUN ............................................................................5
2.1.1 Thc phm ng hp ..................................................................................... 5
2.1.2 Th trng ngi tiu dng v hnh vi mua hng ca ngi tiu dng. ..... 5
2.1.2.1 Khi qut v th trng ngi tiu dng..................................................... 5
2.1.2.2 M hnh hnh vi mua ca ngi tiu dng. ................................................ 6
2.1.2.3 Nhng nhn t nh hng n hnh vi tiu dng c nhn .......................... 8
2.1.2.4 Cc dng hnh vi mua sm ...................................................................... 11
2.1.3 Tin trnh ra quyt nh mua ...................................................................... 12
2.2 PHNG PHP NGHIN CU.............................................................17

2.2.1 Phng php nghin cu ................................................................................ 17
2.2.2 Phng php phn tch d liu ....................................................................... 17
2.2.3 L thuyt cc phng php phn tch d liu.................................................. 18
2.2.4 Khung nghin cu .......................................................................................... 21
CHNG 3
GII THIU KHI QUT V CN TH V NGNH CNG NGHIP
THC PHM NG HP CA VIT NAM
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3.1 TNG QUAN V THNH PH CN TH ..........................................22

3.1.1. Lch s hnh thnh......................................................................................... 22
3.1.2. V tr a l.................................................................................................... 23
3.1.3. n v hnh chnh ......................................................................................... 23
3.1.4. C s h tng ................................................................................................ 23
3.1.5. Tnh hnh kinh t ........................................................................................... 25
3.2 NGNH CNG NGHIP THC PHM NG HP TI VIT NAM

..........................................................................................................................29
3.2.1 Thc phm ng hp...................................................................................... 30
3.2.2 Bnh ko ng gi ......................................................................................... 31
3.2.3 Ngnh ung............................................................................................... 32
3.3 THC TRNG TIU DNG THC PHM NG HP TI CN

TH THNG QUA CC MU NGHIN CU ..........................................34
CHNG 4
KT QU NGHIN CU V THO LUN
4.1 C IM MU PHN TCH ...............................................................40
4.1.1 Kt cu gii tnh ca i tng nghin cu .................................................... 40
4.1.2 Mc thu nhp hng thng ca i tng nghin cu....................................... 40
4.1.3 Ngh nghip v trnh hc vn ca i tng nghin cu............................ 41
4.1.4 Tnh trng hn nhn ....................................................................................... 42
4.1.5 Tng kt c im ca i tng nghin cu trong ti ............................... 43
4.2 KIM NH CC MI QUAN H.........................................................44

4.2.1 Kim nh mi quan h gia ngh nghip ca i tng nghin cu vi s ln
mua thc phm ng hp (kim nh Chi-spuare) ................................................... 44
4.2.2 Kim nh mi quan h gia thu nhp v s ln m ngi tiu dng quyt nh
mua thc phm ng hp trong mt tun ................................................................ 44
4.2.3 Kim nh gia thu nhp vi ni mua thc phm ng hp ............................ 45
4.2.4 Kim nh mi quan h gia tnh trng hn nhn ca i tng nghin cu v
s ln mua thc phm ng hp .............................................................................. 45
4.3 NH GI MC QUAN TRNG V TIU CH CHT LNG

KHI CHN MUA THC PHM NG HP CA NGI TIU DNG
..........................................................................................................................46
4.4 PHN TCH HNH VI CA NGI TIU DNG I VI CC
LOI THC PHM NG HP XUT X T TRUNG QUC............48
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4.4.1 Phn tch cc tiu ch nh hng n quyt nh mua thc phm ng hp

c xut x t TQ ca ngi tiu dng ................................................................. 48
4.4.1.1 H s tin cy Cronbach Alpha ................................................................. 48
4.4.1.2 S lng nhn t ..................................................................................... 49
4.4.1.3 t tn cc nhn t .................................................................................. 50
4.4.1.4 Nhn s ................................................................................................... 51
4.4.1.5 Phn tch hi qui a bin.......................................................................... 52
4.4.2 S nhn bit ca ngi tiu dng.................................................................... 53
4.4.3 Tm hiu nguyn nhn thc phm ng hp ca Trung Quc c mt ti Vit
Nam........................................................................................................................ 54
4.4.4 Phn tch nhn t nh hng n mc hi lng ca ngi tiu dng khi s
dng thc phm TQ ................................................................................................ 56
4.4.4.1 H s tin cy Cronbach Alpha ................................................................. 56
4.4.4.2 M hnh hi quy Binary Logistic ............................................................. 59
4.5 NHN XT CA NGI TIU DNG TRONG VIC SO SNH

GIA THC PHM NG HP CA VIT NAM V THC PHM
NG HP CA TRUNG QUC ................................................................61
4.5.1 V cht lng sn phm ................................................................................. 61
4.5.2 V gi c ........................................................................................................ 63
4.6 NH GI CHUNG HNH VI CA NGI TIU DNG I VI

CC LOI THC PHM NG HP XUT X T TQ .......................64
TM TT CHNG 4 ..................................................................................66
CHNG 5
MT S GII PHP NHM NH HNG PHT TRIN CHO
NGNH CNG NGHIP THC PHM NG HP VIT NAM
5.1 NHNG THUN LI V HN CH CA NGNH CNG NGHIP
THC PHM NG HP CA VIT NAM..............................................68
5.1.1 Mt t c.................................................................................................. 68
5.1.2 Mt cha t c.......................................................................................... 69
5.2 NHNG GII PHP GIP NGI TIU DNG TP.CN TH

NGY CNG U TIN S DNG SN PHM CA VIT NAM...........70
CHNG 6
KT LUN V KIN NGH
6.1 KT LUN................................................................................................75
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6.2 KIN NGH...............................................................................................76

6.2.1 i vi UBND thnh ph Cn Th v cc S ngnh ...................................... 76
6.2.2 i vi c quan qun l cht lng trn a bn thnh ph............................. 77
6.2.3 i vi ngi tiu dng ................................................................................. 77
6.3 HN CH V HNG NGHIN CU TIP THEO .....................................78
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DANH MC BIU BNG

Bng 3.1 : Tng gi tr sn xut trn a bn phn theo thnh phn kinh t (gi so
snh 1994).........................................................................................................25
Bng 3.2: Cc loi thc phm ng hp ............................................................37
Bng 3.3: Bng thng k tnh hnh mua sm .....................................................38
Bng 4.1: Bng thu nhp ca i tng nghin cu...........................................40
Bng 4.2: Bng kt hp gia ngh nghip v thu nhp ......................................43
Bng 4.3: Kt qu kim nh mqh gia ngh nghip v s ln mua TPH ........44
Bng 4.4: Kt qu kim nh mqh gia thu nhp v s ln mua.........................44
Bng 4.5: Kt qu kim nh mqh gia thu nhp v ni mua.............................45
Bng 4.6: nh gi v cc tiu ch cht lng...................................................46
Bng 4.7: Din gii cc bin nh hng n quyt nh mua TPH .................48
Bng 4.8: Ma trn cc nhn t sau khi xoay ......................................................50
Bng 4.9: Din gii cc bin..............................................................................52
Bng 4.10 Phn tch hi qui a bin ..................................................................53
Bng 4.11: Cc nguyn nhn TPH ca TQ c mt ti VN...............................54
Bng 4.12: Bng din gii cc bin nh hng n mc hi lng ca ngi
tiu dng khi s dng TPH ca Trung Quc...................................................56
Bng 4.13: Ma trn cc nhn t sau khi xoay ....................................................57
Bng 4.14 : Thng k m t mc hi lng ca ngi tiu dng ....................58
Bng 4.15: Kim tra mc chnh xc ca d bo............................................59
Bng 4.16: Kt qu kim nh Wald v ngha ca h s hi qui .....................60
Bng 4.17: So snh v cht lng sn phm......................................................61
Bng 4.18: So snh v gi c.............................................................................63
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DANH MC HNH
Hnh 2.1: M hnh hnh vi mua ca ngi tiu dng...........................................7
Hnh 2.2: Cc yu t nh hng n hnh vi ca ngi tiu dng .......................8
Hnh 2.3: Qa trnh hnh thnh quyt nh mua hng ........................................12
Hnh 2.4: Quyt nh la chn ..........................................................................14
Hnh 2.5 Nhng yu t km hm quyt nh mua ..............................................15
Hnh 2.6: Phn ng ca khch hng ..................................................................16
Hnh 2.7: M hnh nghin cu...........................................................................21
Hnh 3.1: S liu v d bo doanh s bn thc phm ng hp.........................30
Hnh 3.2: S liu v d bo doanh s bn hng mt hng bnh ko...................32
Hnh 3.3: Tnh hnh mua sm ........................................................................... 38
Hnh 4.1: Biu th hin gii tnh ................................................................ 40
Hnh 4.2: Ngh nghip i tng nghin cu .................................................. 41
Hnh 4.3: Trnh hc vn i tng nghin cu ........................................... 42
Hnh 4.4: Tnh trng hn nhn ........................................................................ 42
Hnh 5.1: Chui cung ng thc phm ng hp an ton ................................... 73
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CHNG 1
PHN GII THIU
1.1 T VN NGHIN CU
Thc phm l mt trong nhng nhu yu phm khng th thiu trong i
sng hng ngy ca mi ngi. Thc phm l ngun dinh dng duy tr cuc
sng, b sung nhng tiu hao mt i trong sinh hot v duy tr cuc sng kho
mnh, pht trin. V vic m bo v sinh an ton thc phm (VSATTP) rt
quan trng trong nhng ba n hng ngy v lin quan n sc kho, n th
cht ca con ngi, v n ngun nhn lc pht trin t nc, ng gp quan
trng vo vic duy tr mt ni ging dn tc cng trng, tr tu.
Th nhng ngy nay, v li ch kinh t m nhiu ngi b qua nhng
nguy c him ha t thc phm m kinh doanh nhng sn phm r tin, km cht
lng. Trong s nhng sn phm tri ni, km phm cht ang tung honh trn
th trng Vit Nam phn ln l nhng thc phm, hng ha c xut pht t
Trung Quc. Cc thc phm Trung Quc 3 khng Khng nhn mc, khng thi
hn s dng, v khng r ngun gc xut s gy ra hng lot cc v b bi
v thc phm dn n nhng v ng c thc phm, nhng mm bnh tim tng,
nhng di chng trong tng lai nh vic dng ha cht lm lng trng vt
trng hn, lm mc gi, ti ch du bn, phm mu thc phm c cha sudan,
gia v cha cht gy ung th, gia v tm p bin tht ln thnh tht b v c bit
l v sa dnh cho b c nhim Melamin tht s gy hoang mang cho cc b
m Vit Nam nh ln mt hi chung cnh bo v nhng mi nguy thc
phm xung quanh chng ta, lm dy ln mi lo ngi khng bit cn c bao nhiu
loi thc phm nhim c ang c c s dng hng ngy m ngi tiu
dng cha pht hin c.
T hng lot cc v pht hin thc phm Trung Quc nhim c n tr
thnh im nng c s quan tm, ch ca nhiu ngi lm thay i hnh vi,
thi quen mua sm ca ngi tiu dng. Rt nhiu ngi tiu dng bit cnh
gic v thng thi hn trong vic chn la nhng mt hng c nhn hiu v c
by bn trong cc siu th hoc cc ca hng c uy tn, hay tr v vi hng Vit
Nam cht lng cao. hiu r hn hnh vi ca ngi tiu dng i vi cc sn
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phm xut pht t Trung Quc ti chn ti nghin cu Phn tch hnh vi
tiu dng ca ngi dn trn a bn qun Ninh Kiu, TP.Cn Th i vi
thc phm ng hp c ngun gc xut x t Trung Quc
1.2 MC TIU NGHIN CU
1.2.1 Mc tiu chung
Phn tch hnh vi tiu dng ca ngi dn trn a bn qun Ninh Kiu,
TP.Cn Th i vi thc phm ng hp c ngun gc xut s t Trung Quc.
1.2.2 Mc tiu c th
- Phn tch thc trng tiu dng cc loi thc phm ng hp ca ngi tiu
dng trn a bn qun Ninh Kiu, TP.Cn Th.
- Phn tch hnh vi ca ngi tiu dng trn a bn qun Ninh Kiu,
TP.Cn Th i vi quyt nh la chn thc phm ng hp v nguyn nhn v
sao thc phm t Trung Quc c ngi tiu dng Vit Nam s dng.
- xut gii php ngi tiu dng trn a bn TP.Cn Th ngy cng
u chung v u tin dng hng Vit nhiu hn.
1.3 CC GI THUYT CN KIM NH V CU HI NGHIN CU
1.3.1 Cc gi thuyt cn kim nh
H1: Cc yu t a vo m hnh c nh hng n hnh vi ca ngi tiu
dng khi s dng thc phm ng hp ca Trung Quc.
H2: Cc yu t a vo m hnh c nh hng n mc hi lng ca
ngi tiu dng khi s dng thc phm ng hp ca Trung Quc.
H3: Ngi tiu dng c nhn nh nh th no v cht lng v gi c gia
thc phm ng hp do Vit Nam sn xut v do Trung Quc sn xut?
1.3.2 Cu hi nghin cu
Nhng yu t no nh hng n quyt nh la chn thc phm ng hp
c xut x t Trung Quc ca ngi tiu dng?
Mc hi lng ca ngi tiu dng vi cc loi thc phm ng hp xut
x t TQ ?
Lm th no ngi tiu dng TP.Cn Th cng ngy cng a chung cc
sn phm do Vit Nam sn xut?
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1.4 PHM VI NGHIN CU

1.4.1 Khng gian
ti c c iu tra nghin cu ti a bn qun Nink Kiu, TP.Cn
Th. a bn qun Ninh Kiu bao gm 12 phng nhng do thi gian, iu kin
kinh ph v thun tin trong vic ly mu nn s lng mu c ly tp trung
nhiu nht ti cc phng An Ha, Xun Khnh, Hng Li
1.4.2 Thi gian
ti c thc hin trong khong thi gian t ngy 9/9/2011 n ngy
24/11/2011.
1.4.3 i tng nghin cu
i tng nghin cu ca ti l tt c ngi tiu dng sinh sng trn a
bn qun Ninh Kiu, TP.Cn Th, tng s dng thc phm ng hp v c
bit n cng nh tiu dng cc loi thc phm ng hp c ngun gc xut
x t Trung Quc.
1.5. LC KHO TI LIU
S Quang Thi (2009). Phn tch hng vi ca khch hng i vi mng di
ng Viettel trn a bn TP.Cn Th. Mc tiu 1: m t thc trng s dng
mng di ng Viettel trn i bn TP.Cn Th tc gi s dng phng php
thng k m t. Mc tiu 2: phn tch mc trung thnh ca khch hng i vi
vic s dng mng di ng Viettel ng dng nghin cu U.A.I xc nh mc
trung thnh ti thi im nghin cu. Mc tiu 3: phn tch cc yu t nh hng
ca cc nhn t n s tha mn v xc sut chn mng di ng Viettel ng dng
phn tch nhn t, phng trnh hi qui a bin, vn dng m hnh hi qui Binary
logistic.
T Thin Khoa (2010). Mt s gii php thc y ngi Vit u tin dng
m phm thng hiu Vit ti TP.Cn Th. Mc tiu 1: phn tch thc trng
tiu dng m phm ni ca n gii ti TP.Cn Th s dng phng php m t,
so snh, tng hp s liu th cp t cc thng k, bo ch. Mc tiu 2: phn tch
nhng yu t tc ng n th hiu tiu dng, chn la nhn hiu i vi nhn
hiu m phm ni v ngoi nhp vi mc tiu ny tc gi s dng phng php
thng k m t, phn tch tn s, phn tch bng cho, phn tch nhn t t s liu
s cp bng SPSS 16.0. Mc tiu 3: nghin cu xu hng tiu dng m phm ni
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hin nay ca ngi Vit tc gi s dng phng php phn tch Cronbach Alpha,
s dng phng php phn tch nhn t khm ph, phng php phn tch mean,
phn tch hi qui a bin. Mc tiu 4: xut gii php gip doanh nghip cung
cp hnh ha, dch v tha mn nhu cu ngi tiu dng hin nay v gii php
ngi Vit ngy cng u chung v tiu dng hng Vit nhiu hn.
Nguyn Hng Thoa (2010). Phn tch thc trng tiu dng sa vng nng
thn ng bng song Cu Long. Mc tiu 1: nh gi tng quan ngnh sa Vit
Nam v s lc v mc sng vng nng thn BSCL vi mc tiu ny tc gi
s dng s liu th cp nh: b s liu iu tra tiu dng, cc bo co, s liu
thng k c lin quan n ngnh sa, s dng nghin cu nh tnh. Mc tiu 2:
nh gi cc nhn t nh hng n quyt nh chn mua sn phm, nh gi
mc hi lng i vi sn phm sa ang s dng ca ngi tiu dng tc gi
s dng phng php thng k, phng php nghin cu nh lng nh
phng php so snh v xp hng, phn tch tn s, bng cho, nhn t v hi qui
a bin. Phng php hi qui a bin c tc gi thc hin bng cch dng lnh
Transform/Compute Variable trong SPSS tnh gi tr trung bnh ca mi nhm
nhn t chung sau khi tin hnh phn tch nhn t nhm tm ra gi tr trung
bnh ca cc nhm nhn t chung lm c s chy phng trnh hi qui vi
bin Y l gi tr trung bnh ca cc nhm nhn t chung. Mc tiu 3: gii php
nhm tha mn tha mn tt hn th hiu ca ngi dn BSCL tc gi da vo
kt qu phn tch v phn tch nh tnh t a ra cc gii php.
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CHNG 2
PHNG PHP LUN V PHNG PHP NGHIN CU
2.1. PHNG PHP LUN

2.1.1 Thc phm ng hp
ng hp thc phm l mt phng thc bo qun thc phm bng cch ch
bin v x l trong mi trng thiu kh. Phng php ny ln u tin c s dng
cho qun i Php pht minh bi Nicolas Appert. ng gi gip ngn chn vi sinh
vt xm nhp v ny n bn trong.
trnh lm thc n b hng trong qu trnh trc v trong sut qu trnh
bo qun, mt s phng php c s dng: dit khun, nu chn (v cc
ng dng da trn nhit cao), bo qun lnh, ng bng, sy kh, ht chn
khng, chng cc tc nhn vi trng hay bo qun gi nguyn cc tnh cht ban
u nh, ion ha bc x va , ngm trong nc mui, axt, baz.
Theo quan im cng cng v an ton thc phm, thc phm c tnh
axt yu ( pH ln hn 4.6) cn kh trng bng nhit cao (116-130 C).
t c nhit trn im si cn c ni p sut. Thc phm phn ln phi ch
bin bo qun hp bng p sut gm rau xanh, tht, hi sn, gia cm, v b.
Mt s loi thc phm c th bo qun hp bng cch un si nc thng c
tnh axit mnh vi pH di 4.6[1], nh tri cy, rau c.
2.1.2 Th trng ngi tiu dng v hnh vi mua hng ca ngi tiu
dng.
2.1.2.1 Khi qut v th trng ngi tiu dng.
* Khi nim
Th trng ngi tiu dng bao gm tt c cc c nhn, cc h tiu dng v
cc nhm tp th mua hng ho hoc dch v cho mc ch tiu dng c nhn.
* c im
- C quy m ln v thng xuyn gia tng.
- Khch hng rt khc nhau v tui tc, gii tnh, thu nhp, trnh vn ho
v s thch to nn s phong ph v a dng v nhu cu v mong mun ca
h trong vic mua sm v s dng hng ho.
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- Cc quyt nh mua mang tnh c nhn. H tiu dng khng ch n gin

l tiu dng thng thng m ngy nay n cn c xem nh mt ngh thut
sng, mt s t th hin. Mi nhu cu u thay i theo thi gian, song nhu cu
c nhn lun c nhp thay i nhanh chng hn c.
2.1.2.2 M hnh hnh vi mua ca ngi tiu dng.
* Khi nim hnh vi ca ngi tiu dng
- Theo Hip hi Marketing Hoa K, Hnh vi tiu dng chnh l s tc
ng qua li gia cc yu t kch thch ca mi trng vi nhn thc v hnh vi
ca con ngi m qua s tng tc , con ngi thay i cuc sng ca h.
Hay ni cch khc, hnh vi tiu dng bao gm nhng suy ngh v cm nhn m
con ngi c c v nhng hnh ng m h thc hin trong qu trnh tiu
dng. Nhng yu t nh kin t nhng ngi tiu dng khc, qung co, thng
tin v gi c, bao b, b ngoi sn phm u c th tc ng n cm nhn, suy
ngh v hnh vi ca khch hng.
- Theo Philip Kotler, Hnh vi tiu dng l nhng hnh vi c th ca mt c
nhn khi thc hin cc quyt nh mua sm, s dng v vt b sn phm hay
dch v.
- Hnh vi tiu dng l mt tin trnh cho php mt c nhn hay mt nhm
ngi la chn, mua sm, s dng hoc loi b mt sn phm/ dch v, nhng
suy ngh c, kinh nghim hay tch ly, nhm tha mn nhu cu hay c mun
ca h. (Solomon Micheal- Consumer Behavior, 1992)
Hnh vi tiu dng l ton b nhng hot ng lin quan trc tip ti qu
trnh tm kim, thu thp, mua sm, s hu, s dng, loi b sn phm/ dch v.
N bao gm c nhng qu trnh ra quyt nh din ra trc, trong v sau cc
hnh ng . (James F.Engel, Roger D. Blackwell, Paul W.Miniard
Consumer Behavior, 1993)
GVHD: L Th Diu Hin
SVTH: Lu B t
Lun vn tt nghip
M hnh hnh vi mua ca ngi tiu dng

Nhng yu t kch thch
Markting hn
Kch
hp
thch
Hp en
thc
Qu
Cc
khc:
trnh
-Hng ha
-Mi trng
quyt
tnh
-Gi c
kinh t
nh
ca
-Cc phng
-Mi trng
mua
ngi
thc phn
khoa hc k
phi
thut
-Hot ng
xc tin bn
hng
-Mi trng
chnh tr
mua
Nhng phn ng
p li ca ngi
mua
-La chn hng ha
-La chn nhn hiu
-La chn nh cung
ng
-La chn thi gian
mua
-La
chn
khi
lng mua
Hnh 2.1: M hnh hnh vi mua ca ngi tiu dng

Cc yu t kch thch gm c hai nhm:
- Nhm 1: Cc yu t kch thch marketing bao gm 4 phn t: hng ho,
gi c, cc phn phi v xc tin bn.
- Nhm 2: Cc tc nhn kch thch khc bao gm nhng lc lng thuc
mi trng ca ngi mua nh: mi trng kinh t, khoa hc k thut, chnh tr
v vn ho.
Nhng phn ng ca ngi mua c th quan st c c bc l qua hnh
vi ca ngi mua trong vic la chn hng ho, la chn nhn hiu, la chn
ngi cung ng, la chn thi gian v khi lng mua.
- Nhng c tnh ca ngi mua: c nh hng c bn n vic ngi mua
tip nhn cc tc nhn kch thch v phn ng p li vi nhng tc nhn nh
th no.
- Qu trnh quyt nh mua ca ngi tiu dng. Kt qu ca vic mua sm
hng ho s ph thuc vo nhng quyt nh ny.
y l hai ni dung c bn ca vic nghin cu hnh vi mua ca ngi
tiu dng.
GVHD: L Th Diu Hin
SVTH: Lu B t
Lun vn tt nghip
2.1.2.3 Nhng nhn t nh hng n hnh vi tiu dng c nhn

Vic mua sm ca ngi tiu dng chu nh hng ca hai nhm nhn t
chnh. Mt l nhm cc nhn t ni ti bao gm nhn t tm l v c nhn. Hai
nhm nhn t t bn ngoi nh hng n mi c nhn ngi tiu dng, l
nhn t vn ha v x hi
Vn ho
- Vn ho
- Nhnh vn ho
- Giai tng x hi
Ngi mua
Tm l
-ng c
-Tri gic
-Kin thc
-Nim tin v quan
im
C nhn
X hi
- Nhm
-Gia nh
-Tui i v ng i
-Ngh nghip
-Vai tr v a v x
hi
-Hon cnh kinh t
-C tnh v t nhn
Hnh 2.2: Cc yu t nh hng n hnh vi ca ngi tiu dng

Vn ha
Vn ho l nguyn nhn u tin, c bn quyt nh nhu cu v hnh vi ca
con ngi. Nhng iu c bn v gi tr, s cm th, s a thch, tc phong, thi
quen, hnh vi ng x m chng ta quan st c qua vic mua sm hng ho u
cha ng bn sc ca vn ho. Nhng ngi c trnh vn ho cao, thi
ca h i vi cc sn phm rt khc bit vi nhng ngi c trnh vn ho
thp.
Yu t x hi
Hnh vi ca ngi tiu dng cng chu nh hng ca nhng yu t x hi
nh cc nhm tham kho, gia nh v vai tr ca a v x hi.
- a v x hi.: li tiu dng ca mt ngi ph thuc kh nhiu vo a v
x hi ca ngi , c bit l cc mt hng c tnh th hin cao nh qun o,
giy dp, xe c Nhng ngi thuc cng mt tng lp x hi c khuynh hng
hnh ng ging nhau hn so vi nhng ngi thuc hai tng lp x hi khc
GVHD: L Th Diu Hin
SVTH: Lu B t
Lun vn tt nghip
nhau. Nhng ngi c a v x hi nh th no thng tiu dng hng ha v

dch v tng ng nh th. Nhng ngi c a v cao trong x hi chi tiu nhiu
hn vo hng ha xa x, cao cp nh dng hiu, chi golf,
- Nhm tham kho.
Nhm tham kho ca mt ngi l nhng nhm c nh hng trc tip
hoc gin tip n thi hay hnh vi ca ngi . Nhng nhm ny c th l
gia nh, bn b, hng xm lng ging, v ng nghip, m ngi c quan h
giao tip thng xuyn. Cc nhm ny gi l nhm s cp, c tc ng chnh
thc n thi hnh vi ngi thng qua vic giao tip thn mt thng
xuyn. Ngoi ra cn mt s nhm c nh hng t hn nh cng on, t chc
on th.
- Gia nh.
Cc thnh vin trong gia nh l nhm tham kho c nh hng ln nht
n hnh vi ngi tiu dng. Th nht l gia nh nh hng gm b m ca
ngi . Ti gia nh ny ngi s c nh hng bi cc gi tr vn ha,
chnh tr, h t tngKhi trng thnh v kt hn, mc nh hng ca ngi
v hoc ngi chng trong vic quyt nh loi hng ha s mua l rt quan
trng.
Yu t c nhn
- Gii tnh (sex):
Gii tnh l yu t c nhn u tin c nh hng tin quyt n hnh vi
tiu dng. Do nhng c im t nhin, ph n v n ng c nhu cu tiu dng
khc nhau v cch la chn hng ha cng khc nhau. Cc nghin cu cho
thy, nu quyt nh la chn hng ha ca ph n cn c ch yu vo gi c,
hnh thc, mu m ca hng ha th n ng li ch trng n cng ngh, uy tn
ca hng ha ny.
- Tui tc v giai on ca chu k sng (age and lifecycle)
Ngay c khi phc v nhng nhu cu ging nhau trong sut cuc i, ngi
ta vn mua nhng hng ha v dch v khc nhau. Cng l nhu cu n ung
nhng khi cn tr h s n a dng lai thc n hn, trong khi v gi h thng
c xu hng king 1 s loi thc phm. Th hiu ca ngi ta v qun o, g
v cch gii tr cng tu theo tui tc. Chnh v vy tui tc quan h cht ch n
GVHD: L Th Diu Hin
SVTH: Lu B t
Lun vn tt nghip
vic la chn cc hng ha nh thc n, qun o, nhng dng c phc v cho

sinh hot v cc loi hnh gii tr
- Ngh nghip v thu nhp (profession and income)
Ngh nghip v hon cnh kinh t l mt trong nhng iu kin tin quyt
nh hng n cch thc tiu dng ca mt ngi. Ngh nghip nh hng n
tnh cht ca hng ha v dch v c la chn. Ngi cng nhn s mua qun
o, giy i lm, v s dng cc dch v tr chi gii tr khc vi ngi l ch tch
hay gim c ca mt cng ty. Hon cnh kinh t c tc ng ln n vic la
chn sn phm tiu dng. Khi hon cnh kinh t kh gi, ngi ta c xu hng
chi tiu vo nhng hng ha t nhiu hn.
- Li sng (lifestyle)
Nhng ngi cng xut thn t mt nhnh vn ha, tng lp x hi v cng
ngh nghip c th c nhng li sng hon ton khc nhau v cch thc h tiu
dng khc nhau. Cch sng th cu c th hin trong cch n mc bo th,
dnh nhiu thi gian cho gia nh v ng gp cho nh th ca mnh. Hay nhng
ngi c th chn li sng tn tin c c im l lm vic thm gi cho
nhng n quan trng v tham gia hng hi khi c dp i du lch v chi th
thao v chi tiu nhiu hn cho vic p ng nhng nhu cu c nhn.
Yu t tm l
Cc chn la mua hng ca ngi tiu dng b nh hng bi 4 yu t tm
l chnh:
- ng c (motivation):
ng c l mt nhu cu bc thit n mc buc con ngi phi hnh ng
tha mn n. Ti bt k mt thi im nht nh no con ngi cng c nhiu
nhu cu. Mt s nhu cu c ngun gc sinh hc nh i, kht, kh chu. Mt s
nhu cu khc c ngun gc tm l nh nhu cu c tha nhn, c knh trng
hay c gn gi v tinh thn.
- Nhn thc (perception)
Nhn thc l kh nng t duy ca con ngi. ng c thc y con ngi
hnh ng, cn vic hnh ng nh th no th ph thuc vo nhn thc. Hai b
ni tr cng i vo siu th vi 1 ng c nh nhau nhng s la chn nhn hiu
GVHD: L Th Diu Hin
10
SVTH: Lu B t
Lun vn tt nghip
hng ha li hon ton khc nhau. Nhn thc ca h v mu m, gi c, cht

lng v thi phc v u khng hon ton ging nhau.
- S hiu bit (knowledge)
S hiu bit gip con ngi khi qut ha v c s phn bit khi tip xc
vi nhng hng ha c kch thc tng t nhau. Khi ngi tiu dng hiu bit
v hng ha h s tiu dng mt cch c li nht.
- Nim tin v thi (Belief and attitude)
Thng qua thc tin v s hiu bit con ngi hnh thnh nn nim tin v
thi vo sn phm. Theo mt s ngi gi c i i vi cht lng. H khng
tin c gi c r m cht lng hng ha li tt. Chnh iu lm cho h e d khi
mua hng ha c gi c thp hn hng ha khc cng loi. Nim tin hay thi
ca ngi tiu dng i vi mt hng sn xut nh hng kh ln n doanh thu
ca hng . Nim tin v thi rt kh thay i, to nn thi quen kh bn
vng cho ngi tiu dng.
2.1.2.4 Cc dng hnh vi mua sm
* Hnh vi mua phc tp
Ngi tiu dng thc hin hnh vi mua phc tp khi c nhiu ngi cng
tham d vo tin trnh ra quyt nh mua v h nhn thc r rng s khc bit
gia cc nhn hiu. Hnh vi mua thng xy ra khi sn phm c cn nhc mua
l sn phm t tin, nhiu ri ro trong tiu dng v c gi tr t th hin cao cho
ngi s dng.
* Hnh vi mua tha hip.
Hnh vi mua ny xy ra i vi nhng sn phm t tin, nhiu ri ro v
mua khng thng xuyn, nhng li khng c s khc bit gia cc nhn hiu
trn th trng. Trong trng hp ny, do tnh d bit gia cc nhn hiu khng
qu cao, ngi mua c th a ra quyt nh mua mt cch tng i nhanh
chng, s la chn ca h lc ny i lc c quyt nh do mt mc gi ph
hp, cc dch v h tr, cc chng trnh khuyn mi, hoc tnh tin li trong
qu trnh mua.
* Hnh vi mua theo thi quen
Hnh vi mua ny xy ra khi sn phm c cn nhc mua l nhng sn
phm c gi tr thp, tiu dng hng ngy v s khc bit gia cc nhn hiu by
GVHD: L Th Diu Hin
11
SVTH: Lu B t
Lun vn tt nghip
bn trn th trng l rt thp. Khi c nhu cu ngi tiu dng ch vic ra ca

hng v chn mt nhn hiu. Nu nh vic la chn ny lp i lp li vi mt
nhn hiu th thng l do thi quen hn l s trung thnh v trong qu trnh tiu
dng h kh nhn thy tnh u vit hay s khc bit gia cc nhn hiu.
* Hnh vi mua nhiu la chn
Ngi tiu dng thc hin hnh vi mua ny khi h mua nhng sn phmdch v c gi tr thp, tiu dng hng ngy nhng nhn hiu c nhiu s khc
bit. i vi nhnxg loi sn phm ny, s chuyn dch nhn hiu trong tiu
dng l rt ln. Ngi tiu dng c th quyt nh la chn nhn hiu ny vo
mt thi im c th nhng vo mt thi im c th nhng vo thi im khc
di s tc ng ca cc tc nhn Marketing h s chuyn qua mua nhn hiu
khc. S chuyn dch ny l do khng tha mn trong tiu dng m do mc ch
mun thay i th mt nhn hiu sn phm mi.
2.1.3 Tin trnh ra quyt nh mua
Tc ng ni ti
NHN RA NHU CU
Tc ng bn ngoi
Ngun tt c nhn
TM KIM THNG TIN
Ngun tt tip th
Ngun tt i chng
Kinh nghim bn thn
So snh cc gi tr,c
tnh,gi c v ss li ch
ca sn phm
XEM XT CC LA
CHN
Thi ca ngi khc

Cc yu t bt ng
QUYT NH MUA
Thi (tha mn)
HNH VI SAU MUA
Hnh ng
Hnh 2.3: Qa trnh hnh thnh quyt nh mua hng

GVHD: L Th Diu Hin
12
SVTH: Lu B t
Lun vn tt nghip
a. Nhn bit nhu cu

Bc khi u ca tin trnh mua l s nhn bit v mt nhu cu mun
c tho mn ca ngi tiu dng. Nhu cu c pht sinh bi nhiu yu t
kch thch c bn trong ln bn ngoi.
giai on ny, nhim v ca cc nh marketing l xc nh xem c nhng
loa nhu cu no c pht sinh? Ci g to ra chng v ngi mua mun tho
mn chng bng nhng sn phm c th no? Mt nhu cu mi ny sinh cn c
nhng sn phm mi p ng. chnh l ngun tng quan trng hnh
thnh nhng sn phm mi v trin khai cc chng trnh marketing mt cch
hiu qu thc y nhu cu tr thnh ng c.
b.Tm kim thng tin
Khi s thi thc nhu cu mnh c nhn c th tm kim thng tin tho
mn nhu cu v c mun ca mnh.
Khi tm kim thng tin ngi tiu dng c th s dng nhng ngun c bn
sau:
-
Ngun thng tin c nhn: Gia nh, bn b, hng xm
Ngun thng tin thng mi: Qung co, ngi bn hng, hi ch, trin
lm, bao b, nhn hiu.
Ngun thng tin i chng: n phm c lin quan n hng ho, d lun
Ngun thng tin kinh nghim: trc tip xem xt, dng th
Mc nh hng ca nhng ngun thng tin ni trn thay i tu theo
loi sn phm v c tnh ca khch hng. Ngun thng tin thng mi thng
thc hin chc nng thng bo, ngun thng tin c nhn li tr thnh ph bin
cho hnh ng mua theo thi quen hoc theo nh k.
Nh kt qu ca vic thu thp thng tin m ngi tiu dng c th bit
c cc loi nhn hiu ca lp sn phm v nhng c tnh ca chng. Ngi ta
gi b nhn hiu c c bc ny l b y cc nhn hiu
c. nh gi la chn
Khi c b su tp nhn hiu, ngi tiu dng s trin khai bc tip
theo l nh gi cc phng n c kh nng thay th cho nhau i n la chn
nhn hiu quyt nh mua.
GVHD: L Th Diu Hin
13
SVTH: Lu B t
Lun vn tt nghip
V d: Tnh hung mua in thoi.

B su tp
nhn hiu y
B nhn hiu
quan tm
B nhn
hiu la
chn
Nokia
LG
Samsung
Nokia
LG
Nokia
LG
Motorola
Samsung
Sony
Quyt nh
Hnh 2.4: Quyt nh la chn

Vn quan trng nht m nh marketing cn phi kim sot c trong
giai on ny l quan im v thi ca ngi tiu dng, hay ni c th hn l
cc tiu chun v nim tin ca h trong vic nh gi cc nhn hiu c kh nng
cnh tranh vi nhau.
Tin trnh nh gi ca ngi mua thng c thc hin theo phng
php nh sau:
-
Th nht: Ngi mua thng coi mt sn phm bao gm mt tp hp cc
thuc tnh. Nhng thuc tnh ny phn nh li ch ca sn phm m ngi mua

mong i. Thuc tnh ca sn phm phn nh cc mt:
+ c tnh k thut, l ho: cng thc, thnh phn, mu sc, c, kh.
+ c tnh s dng: thi gian s dng, bn, tnh c th.
+ c tnh tm l: p, tr trung, s thoi mi, lng t ho v quyn s hu.
+ c tnh kt hp: gi c, nhn hiu, ng gi, cc dch v.
-
Th hai: Ngi tiu dng c khuynh hng phn loi v mc quan trng
ca cc thuc tnh khc nhau.

Ngi tiu dng thng xc nh thuc tnh ni bc v thuc tnh quan
trng. Thuc tnh ni bc l thuc tnh m ngi tiu dng cho l c ngha khi
c yu cu hnh dung ra cc thuc tnh ca sn phm. Nhng thuc tnh ny c
th do h b nh hng ca qung co hoc d lun x hi. Thuc tnh quan
trng l nhng thuc tnh m ngi tiu dng ch i sn phm trong vic n
tho mn nhu cu ca h. Khi c yu cu nh gi cc thuc tnh ca sn
phm ngi tiu dng s ngh ngay n thuc tnh ni bc. Song khi mua h li
GVHD: L Th Diu Hin
14
SVTH: Lu B t
Lun vn tt nghip
quan tm n thuc tnh quan trng. Cc nh marketing cn quan tm nhiu n

tm quan trng ca thuc tnh hn l mt ni ca n.
- Th ba: Ngi tiu dng c khuynh hng xy dng nim tin ca mnh
gn vi cc nhn hiu. H ng nht mt chui nim tin ca mnh v sn phm
vi hnh nh nhn hiu. V d: nim tin ca ngi tiu dng v loi bt gic c
cht lng cao, ty sch cc vt bnng nht vi nhn hiu OMO.
Nim tin ca ngi tiu dng v nhn hiu c th thay i qua nhn thc
v kinh nghim nh vic tiu dng thc s ca h. V vy, cc nh marketing c
th khc ho v lm thay i nim tin ca khch hng bng cc n lc marketing,
song s n lc phi p ng c s mong i ca khch hng khi h thc s
mua v s dng hng ho.
-
Th t: Ngi tiu dng c xu hng gn cho mi thuc tnh ca sn phm
mt chc nng hu ch. Xu hng la chn ca ngi tiu dng l h tm n

nhng hng ho nhn hiu em li cho h tng s s tho mn t cc c tnh
ca sn phm l ti a.
d. Quyt nh mua.
Kt thc giai on nh gi cc phng n, ngi tiu dng c mt b
nhn hiu la chn c sp xp theo th t. nh mua thng dnh cho
nhng sn phm c th hng cao nht. Song i n quyt nh mua ngi tiu
dung cn chu s chi phi ca nhiu yu t km hm.
Thi ca ngi khc

(Gia nh,bn b, d lun)
nh
Quyt
mua
hng
nh
mua
Nhng yu t hon cnh (ri ro t
xut, s sn c ca sn phm, cc
iu kin lien quan n giao dch,
thanh ton, dch v sau khi bn)
Hnh 2.5 Nhng yu t km hm quyt nh mua
GVHD: L Th Diu Hin
15
SVTH: Lu B t
Lun vn tt nghip
thc y qu trnh d n quyt nh mua hng ca ngi tiu dng,

cc nh marketing cn y mnh cc hat ng xc tin bn nh : phiu mua
hng, gim gi, qu tng, qung co, trnh by hng ha, dch v sau bn hng..
e. nh gi sau khi mua.
Sau khi mua, ngi tiu dng c th hi lng hoc khng hi lng v sn
phm. Khch hng ch hi lng khi tnh nng v cng dng ca sn phm p
ng mt cch tt nht s ch i ca h, t s dn n hnh vi mua lp li v
h s gii thiu cho ngi khc bit v sn phm . Theo cc nh marketing
Mt khch hng hi lng l qung co tt nht ca chng ta.
Khi ngi tiu dng cm thy khng tha mn vi sn phm mua, h s
c gng lm gim bt s kh chu thit lp s cn bng tm l thng qua vic
t b hay chuyn sang nhn hiu khc, ng thi c th h s lan truyn thng
tin bt li cho doanh nghip.
Nhng nh gi ca khch hng sau khi mua c coi l nhng thnh cng
hay cha thnh cng v cc n lc marketing ca cng ty. Nu khch hng c
thi thin ch i vi nhn hiu ca cng ty th chnh l c hi gia tng th
trng v duy tr lng trung thnh ca khch hng. Ngc li vi thi thiu
thin ch ca khch hng nh marketing cn phi tm cch khc phc c th
gim bt mc khng hi lng ca h.
Nh vy, ngi lm Marketing cn phi nh rng cng vic ca h khng
kt thc khi sn phm c bn ra m cn ko di n c giai on sau khi
mua.
Phn ng ca khch hng khng hi lng:
Lm mt
s hnh
C mt
ng
s hnh
ng
Lm mt
S bt
mn xy
Khng
lm g c
s hnh
ng
i nh sn xut bi
thng
Tha kin c bi
thng
Khiu ni vi cc t chc
DN, CQCQ
Quyt nh ngng mua /ty
chay ngi bn
Bo cho bn b bit
Hnh 2.6: Phn ng ca khch hng

GVHD: L Th Diu Hin
16
SVTH: Lu B t
Lun vn tt nghip
2.2 PHNG PHP NGHIN CU

2.2.1 Phng php nghin cu
* Phng php thu thp s liu
Phng php thu thp s liu s cp: Lp bng cu hi, tin hnh phng vn
trc tip 120 ngi tiu dng thc phm ng hp trn a bn qun Ninh Kiu,
TP.Cn Th theo phng php chn mu ngu nhin phn tng theo ngh nghip
kt hp vi chn mu thun tin phi xc xut.
C mu: s mu thu thp l 120 mu bi v vi s nhn t c a ra phn
tch trong ti nghin cu ny l 19 nhn t th s mu cn thu phi gp 4 hoc
5 ln s nhn t c a kt qu phn tch c ngha thng k.
* Bng cu hi c thit k gm nhng ni dung sau:
Phn sng lc
Phn ni dung: gm 3 phn chnh: thit k theo phn lc kho ti liu
gii quyt mc tiu v a ra gii php
i vi mc tiu 1: s dng cu hi nh tnh nhiu la chn thng k
cc loi thc phm ng hp c ngi tiu dng chn mua, ni mua v s ln
mua.
i vi mc tiu 2: dng thang o Likert 5 mc (1-5) xc nh mc

nh hng ca cc yu t trong vic la chn thc phm ng hp v mc
hi lng ca ngi tiu dng.
i vi mc tiu 3: s dng cu hi m, cu hi nh tnh thu thp

kin ca ngi tiu dng v nhc im ca ngnh cng nghip thc phm ng
hp ca Vit Nam v cc gii php nhm khc phc.
Phn thng tin chung ca p vin: s dng cc cu hi thng k gii
tnh, tui, ngh nghip, trnh hc vn, tnh trnh hn nhn ca p vin.
2.2.2 Phng php phn tch d liu
- Mc tiu 1: S dng phng php thng k m t, phn tch tn s, tnh
im trung bnh qua thy c mt s thng tin c nhn ca ngi tiu dng;
cc c im ca ngi tiu dng thc phm ng hp nh tui, thu nhp,
ngh nghip Phn tch hnh vi tiu dng thc phm ng gi bao gm cc c
im v nhu cu, th hiu, thi quen la chn sn phm, h thng phn phi.
GVHD: L Th Diu Hin
17
SVTH: Lu B t
Lun vn tt nghip
Mc tiu 2: S dng phng php phn tch bng cho v s dng h s

Cronbach Alpha v phng php phn tch yu t khm ph EFA (exploratory
factor analysis) nh gi cc thang o c nh hng n hnh vi tiu dng
Mc tiu 3: Da vo quan st thc t v nhng hiu bit khi trc tip
phng vn; phn tch s liu s cp. Da vo nhng phn tch v thc trng s
dng thc phm ng hp v quan st thc t, t nu ln nhng gii php
nhm gip ngi Vit ngy cng s dng thc phm ng hp do Vit Nam sn
xut nhiu hn.
S dng phn mm SPSS 16.0 h tr trong vic phn tch s liu.
2.2.3 L thuyt cc phng php phn tch d liu
Thng k m t
Thng k m t l phng php dng tng hp cc phng php o lng,
m t, trnh by s liu c ng dng vo trong lnh vc kinh t.
Bng thng k l hnh thc trnh s liu thng k v thu thp thong tin
thu thp lm c c phn tch v kt lun, cng l trnh by vn nghin cu
nh vo nh qun tr c th a ra nhn xt v vn dang nhin cu. Trong
ti nghin cu ny phng php thng k m t c dng m t nhn
nh ca ngi tiu dng v thc phm ng h v so snh gia thc phm ng
hp ca Vit Nam so vi Trung Quc.
Phn tch tn s
L mt trong nhng cng c thng k m t c s dng m t v tm
hiu v c tnh phn phi ca mt s mu th no .
Trong phm vi nghin cu ny phng php phn tch tn s c dng
o lng c bin nh lng v bin nh tnh di dng m s ln xut hin,
m t mt s bin lien quan ti c tnh nhn khu hc ca i tng c
phng vn nh gii tnh, ngh nghip, trnh hc vnNgoi ra phng php
ny cn c dng m t v tm hiu mt s bin c nh hng n hnh vi
ca ngi tiu dng nh sn phm thng mua, ni mua sm hay tn sut mua
smPhng php ny cho ta ci nhn tng th v mu iu tra
Tnh im trung bnh: nhm xc nh mc quan trng, nh hng
ca cc yu t ti hnh vi ca ngi tiu dng trong quyt nh la chn thc
phm ng hp
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1 1,8
Rt khng quan trng (nh hng)
1,81 2,6
Khng quan trng (nh hng)
2,61 3,4
Trung bnh
3,41 4,2
Quan trng (nh hng)
4,21 5
Rt quan trng (nh hng)
Phng php phn tch bng cho

Phng php phn tch bng cho cng l mt trong nhng phng php
thng k m t. Kt qu phn tch ny gip ta kt lun mc quan h gia cc
bin phn tch ti mc kim nh no
nh gi tin cy ca php o lng bng phng php tnh h s
Cronbach Alpha
H s Cronbach alpha c s dng trc loi cc bin quan st khng
t yu cu hay cc thang o cha t yu cu trong qu trnh nghin cu
Tnh h s Cronbach alpha c thc hin i vi mi nhm bin c kt
nn cc nhn t. H s Cronbach alpha cho bit s tng i ng nht trong o
lng theo cc bin c ni dung gn gi nhau v hnh thnh nn mt nhn t.
Cc bin quan st c h s tng quan bin- tng nh hn 0.3 s b loi b v
tiu chu chn thang o khi n c tin cy alpha t 0.6 tr ln
Sau khi tin cy t yu cu dng phng php phn tch nhn t xc
nh u l nhng tiu ch quan trng nht m ngi tiu dng quan tm
Phng php phn tch nhn t khm ph
Phng php phn tch nhn t c s dng rt gn v tm tt d liu.
Trong nghin cu Marketing c th c rt nhiu bin nghin cu, hu ht
chng thng c tng quan vi nhau v thng c rt gn d dng qun
l. Mi quan h gia nhng b phn khc nhau ca nhiu bin c xc nh v
i din bi mt vi nhn t
Phn tch nhn t thng c s dng trong cc trng hp sau:
- Nhn dng cc nhn t gii thch mi quan h gia cc bin
- Nhn dng cc bin mi thay th cho bin gc ban u trong phn tch a
bin.
- Nhn dng mt b c s bin t hn cho vic s dng phn tch a bin.
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Mi nhn t duy nht th tng quan vi mi nhn t khc v vi cc nhn

t chung: F1 = wi1X + wi2X2 + . + wikXk
Trong
F1: c lng nhn t
w : trng s hay h s im nhn t
k : s bin
Phn tch hi qui a bin
Phn tch hi qui l s nghin cu mc nh hng ca mt hay nhiu
bin s (bin c lp hay bin gii thch) n mt bin s (bin kt qu hay bin
ph thuc) nhm d bo bin kt qu da vo cc gi tr c bit trc ca cc
bin gii thch.
ti s dng phng php phn tch hi qui c lng mc nh
hng ca cc yu t (bin gii thch) n quyt nh mua hng ca ngi tiu
dng (bin kt qu). Phng trnh hi qui c dng:
Y = b0 + b1 F1 + b2 F2 + ... + b j Fj
Trong :
-Y: Bin ph thuc (quyt nh mua hng ca ngi tiu dng)
-bj: H s c lng
-Fj: Bin c lp (cc yu t nh hng)
Phn tch hi quy Binary Logistic: Hi qui Binary Logistic s dng
bin ph thuc dng nh phn c lng xc sut mt s kin s xy ra vi
nhng thng tin ca bin c lp m ta c c.
S dng phng php phn tch nh tnh, suy lun din gii ra cc
gii php ph hp thc y ngi Vit Nam tiu dng hng Vit Nam ngy
cng nhiu hn.
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2.2.4 Khung nghin cu
Vn nghin cu
Phn tch hnh vi khch hng i vi thc phm ng hp c ngun gc t Trung
Quc trn a bn TP.Cn Th
C s l thuyt
Nghin cu nh tnh
L thuyt v hnh vi ngi
(s b)
tiu dng
M hnh nghin cu
M hnh thang o cc nhn t nh hng n hnh vi v mc hi lng ca ngi
tiu dng
Nghin cu nh lng
Kho st n=120
M ha d liu
nh gi thang o (Cronbach Alpha)
Phn tch nhn t EFA
Phn tch hi qui
Kt qu nghin cu
Gii php
Hnh 2.7: M hnh nghin cu
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CHNG 3
GII THIU KHI QUT V CN TH V NGNH CNG NGHIP
3.1 TNG QUAN V THNH PH CN TH

3.1.1. Lch s hnh thnh
Thnh ph Cn Th trc thuc trung ng c din tch t nhin l
138.959,99 ha v dn s l 1.187.089 ngi, bao gm: din tch v s dn ca
thnh ph Cn Th trc thuc tnh; huyn Mn; huyn Tht Nt; mt phn
ca huyn Chu Thnh, bao gm: th trn Ci Rng; cc p Thnh M, Thnh
Hu, Thnh Thng, Yn H v 176 ha din tch cng vi 2.216 ngi ca p Ph
Qui thuc x ng Thnh; cc p Thnh Ha, Thnh Hng, Thnh Thun, An
Hng, Thnh Ph, Ph Khnh, Khnh Bnh v 254,19 ha din tch cng vi
1.806 ngi ca p Ph Hng thuc x Ph An; cc p Ph Thnh, Ph Thnh,
Ph Thun, Ph Thun A v 304,61 ha din tch cng vi 1.262 ngi ca p
Ph Li thuc x ng Ph; mt phn ca huyn Chu Thnh A, bao gm: x
Trng Long; x Nhn i; x Nhn Ngha; p Tn Thnh ng v 84,7 ha din
tch cng vi 640 ngi ca p Tn Thnh Ty thuc x Tn Ph Thnh.
Cn Th c bit n nh l "Ty " (th ca min Ty) ca mt thi
rt xa. Cn Th ni danh vi nhng a im nh bn Ninh Kiu, cu Cn Th
(cy cu ln v di nht Vit Nam)....
Sau hn 120 nm pht trin, thnh ph ang l trung tm quan trng nht
ca vng ng bng sng Cu Long v kinh t, vn ha, khoa hc v k thut.
Thnh ph Cn Th chnh thc tr thnh th loi 1 trc thuc trung ng
k t ngy 24/6/2009, Th tng Chnh ph Nguyn Tn Dng k quyt nh
s 889/Q-TTg, cng nhn TP Cn Th l th loi I trc thuc Trung ng,
t c 82,39 im/100 im (quy nh t 70 im tr ln).
Theo kt qu iu tra dn s ngy 01/04/2009 dn s Cn Th l 1.187.089
ngi, trong : Dn c thnh th 781.481 ngi chim 65,8% v dn c nng
thn 405.608 ngi chim 34,2%.
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3.1.2. V tr a l
Cn Th l mt thnh ph nm trn b phi sng Hu, Din tch ni thnh
53 km. Thnh ph Cn Th c din tch 1.389,59 km v dn s 1.187.089
ngi.
3.1.3. n v hnh chnh
Cn Th c chia lm 9 n v hnh chnh gm 5 qun v 4 huyn:
Qun Ninh Kiu 13 phng
Qun Bnh Thy 8 phng
Qun Ci Rng 7 phng
Qun Mn 7 phng
Qun Tht Nt 9 phng
Huyn Phong in 1 th trn v 6 x
Huyn C 1 th trn v 9 x
Huyn Thi Lai 1 th trn v 12 x
Huyn Vnh Thnh 2 th trn v 9 x
Tng s th trn, x, phng: 85, trong c 5 th trn, 44 phng v 36 x.
(Tnh thi im ban hnh Ngh nh s 12/N-CP)
3.1.4. C s h tng
ng b
Thnh ph Cn Th c cc ng lin tnh:
Quc l 91 t Cn Th i An Giang
Quc l 80 t Cn Th i Kin Giang
Quc l 1A, t Cn Th i cc tnh ng bng sng Cu Long nh Sc
Trng, Bc Liu, C Mau
Tuyn Nam sng Hu ni lin Cn Th, Hu Giang, Sc Trng
Quc l 1 b ngn cch bi sng Hu, mt bn l Vnh Long, mt bn l TP
Cn Th. Vic giao thng gia 2 b ph thuc vo ph Cn Th.
Hin tuyn ng Nam Sng Hu (on ni lin Cn Th, Sc Trng, Bc
Liu) ang tng bc hon thnh v d kin thng xe vo cui qu 1 hoc u
qu 2 nm 2009. Sp ti thnh ph cng s trin khai xy dng tuyn cao tc
Cn Th - V Thanh.
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Ngy 24/4/2010 Cu Cn Th chnh thc c thng xe v Ph Cn Th

cng chnh thc ngng hot ng. Phng tin giao thng ng b phong ph.
Hin nay c 4 cng ty taxi v 6 cng ty xe khch ang hot ng. Trc y,
trong ni cn c mt phng tin c trng l xe li, nhng nay do mt
phng tin kh cao nn xe li b ngng hot ng.
Phng tin vn ti cng cng ch yu: Xe but - Xe li - Xe
ng thy
Cn Th nm bn b pha nam sng Hu, mt b phn ca sng M Kng
chy qua 6 quc gia, c bit l phn trung v h lu chy qua Lo, Thi Lan v
Campuchia. Cc tu c trng ti ln (trn 1.000 tn) c th i cc nc v n
Cn Th d dng. Ngoi ra, tuyn Cn Th - X No - Ci T l cu ni quan
trng gia TP. H Ch Minh, tnh Hu Giang v C Mau.
Cn Th c 3 bn cng:
Cng Cn Th: Din tch 60.000 m, c th tip nhn tu bin 10.000 tn.
Cng Tr Nc: C din tch 16 ha, cng c 3 kho cha ln vi dung
lng 40.000 tn. Khi lng hng ha thng qua cng c th t n 200.000
tn/nm.
Cng Ci Cui: C th phc v cho tu t 10.000-20.000 tn, khi lng
hng ha thng qua cng l 4,2 triu tn/nm.
Sau khi thc hin xong d n no vt v xy dng h thng ti ca bin
Quan Chnh B, Cng Ci Cui s l Cng bin Quc T ti TP. Cn Th.
ng hng khng
Cn Th c Sn bay Cn Th, sn bay ln nht khu vc ng bng sng
Cu Long. Sn bay hin hon thnh cng vic ci to, chnh thc a vo
hot ng ngy 03.01.2009. 1/1/2011, Cn Th khnh thnh Sn bay t chun
quc t vi nhng ng bay trong khu vc v s dn m rng ra cc nc xa
hn. Nhng hin nay, Cm cng hng khng min nam ln k hoch m
tuyn bay Cn Th - i Bc (i Loan) phc v nhu cu n Tt ca kiu
bo.
in
Cn Th c Nh my nhit in Cn Th c cng sut 200 MW, ha vo
li in quc gia. Hin ti, ang xy dng Nh my nhit in Mn c cng
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sut giai on u l 600 MW, sau s c nng cp ln 1.200 MW. D n

ng ng dn kh L B (ngoi khi bin Ty) - Mn a kh vo cung cp
cho Trung tm in lc Mn (tng cng sut d kin ln n 2600 MW) ang
c Tng cng ty Du kh Vit Nam trin khai, d kin hon thnh nm 2009.
n thi im , Cn Th s l mt trong nhng trung tm nng lng ln ca
Vit Nam.
Nc
Cn Th c 2 nh my cp nc sch c cng sut 70.000 m/ngy, v d
kin xy dng thm mt s nh my c th cung cp nc sch 200.000
m/ngy.
Vin thng
H thng bu in, vin thng ca thnh ph Cn Th gm 1 bu in
trung tm, 4 bu in huyn iu kin cung cp thng tin lin lc gia Cn
Th vi cc nc trn th gii.
3.1.5. Tnh hnh kinh t
Tng trng kinh t
Bng 3.1 : Tng gi tr sn xut trn a bn phn theo thnh phn

kinh t (gi so snh 1994)
VT: Triu ng
2008
Nm
2009
2010
Kinh t nh nc
6.689.145
8.272.493
9.092.795
Kinh t trung ng
3.664.789
4.984.837
5.186.320
Kinh t a phng
3.024.356
3.323.656
3.906.475
22.692.386
26.194.157
31.227.421
560.603
878.459
825.901
9.846.950
9.489.394
10.979.284
12.284.833
15.826.304
19.422.236
981.423
1.481.457
1.446.433
32.131.899
36.388.700
42.164.347
Kinh t ngoi nh nc.

Kinh t tp th.
Kinh t c th
Kinh t t nhn.
Kinh t c vn u t nc ngoi
Tng s
(Ngun: Cc thng k TP Cn Th nm 2010)
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Sau khi thnh ph Cn Th c cng nhn tr thnh thnh ph loi mt

trc thuc trung ng, qua cc nm Cn Th khng ngng phn u trn tt
c cc mt kinh t, vn ha x hi v t c nhiu thnh tu c bn v c
ngha nhiu mt. C bn thnh ph cng nghip trc nm 2020, mt tch cc
pht trin, ng vai tr l ng lc pht trin ca vng ng bng sng cu long.
Vi quyt tm , t nm 2004 n nm 2008 kt qu t tng gi tr sn xut
thnh ph Cn Th tng bnh qun 18,83%/nm, tng sn phm trn a bn
(GDP) qua cc nm u tng.
Nng nghip
Cy nng nghip chnh ca Cn Th l la. Sn lng la ti Cn Th l
1.194,7 tn. Ngoi ra c mt s cy hoa mu khc nhng sn lng khng ng
k.
Ngnh chn nui Cn Th ch yu l nui heo v gia cm. S lng heo
l 2589,3 ngn con, s lng gia cm l 13 ngn con (v b cm gia cm). Cc
gia sc khc nh tru b chim s lng khng nhiu.
Ngnh thy sn Cn Th ch yu l nui trng.
Bn cnh , thnh ph tng cng sn xut hng nng sn cht lng cao
vi m hnh a canh bn vng, ng dng mnh thnh tu khoa hc vo sn xut,
bo qun nng sn; pht trin mnh cng ngh sinh hc trong lai to ging cy
trng, vt nui, a sn lng la, gia sc gia cm, thy sn vt k hoch ra.
Cng nghip
Cng nghip Cn Th v c bn xy dng c nhiu c s h tng
phc v cho cc i tc nc ngoi tc nhp; in hnh l 2 khu cng nghip ti
Tr Nc trc thuc qun Bnh Thy. Trung tm Cng ngh Phn mm Cn Th
,Cantho Software Park CSP cng l mt trong nhng d n c Thnh ph
quan tm u t pht trin.
Tnh hnh sn xut CN nm 2009 tng i n nh, mc d tnh hnh c
nhiu kh khn, nhng gi tr sn xut CN vn tng trng; tuy nhin, tc
tng trng khng cao; c bit cc thng gn y mc tng trng kh hn cc
thng u nm, do cc DN c h tr li sut vay vn sn xut kinh doanh
trong gi kch cu ca Chnh ph gim bt kh khn, hot ng sn xut kinh
doanh n nh v tip tc pht trin.
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Nm 2009, gi tr sn xut CN c thc hin gn 16.653 t ng, t 92%

k hoch nm v tng 9,1% so vi cng k nm trc; trong . CN quc doanh
c thc hin 1.686 t ng, t 62,46% k hoch v gim 13,35% so vi cng
k; CN ngoi quc doanh c thc hin 13.626 t ng, t 96,64% k hoch v
tng 28,94% so vi cng k; CN c vn u t nc ngoi c thc hin 1.341
t ng, vt 3,12% k hoch v tng 3,05% so vi cng k.
Tnh t u nm 2009 n nay, cc khu CN Cn Th thu ht thm tng
cng 21 d n u t mi v 09 d n tng vn m rng sn xut, vi tng vn
u t ng k l 268,7 triu USD. ng thi rt giy php 05 d n do qu hn
khng trin khai v vi phm hp ng thu t. Cc khu CN Cn Th hin c
187 d n cn hiu lc, din tch t thu 542,2 ha t, vi tng u t ng k
l 1,6 t USD; vn thc hin 540,6 triu USD, t t trng 34% tng vn u t
ng k. C 138 d n trong tng s 187 d n a vo hot ng sn xut kinh
doanh chim 73,8% d n ng k u t.
Trung tm CN-tiu th CN Ci Sn-Hng Bng: din tch 38,2 ha, hin c
17 d n ang hot ng, din tch t cho thu l 6,6 ha. Cm CN-tiu th CN
th trn Thnh An, huyn Vnh Thnh c UBND thnh ph ph duyt
nhim v quy hoch chi tit t l 1/500, vi din tch khong 49,2 ha. Trung tm
CN-tiu th CN qun Bnh Thy, c UBND thnh ph ph duyt nhim v
quy hoch chi tit t l 1/500, vi din tch khong 66 ha. Trung tm CN-tiu th
CN qun Mn, c UBND thnh ph ph duyt nhim v quy hoch chi
tit t l 1/500, vi din tch 30,71 ha.
Thng mi - Dch v
C nhiu siu th v khu mua sm, thng mi ln nh: Co-op Mart,
Maximart, Citimart, Vinatex, Best Caring, Siu th in my Si Gn Ch Ln,
Khu mua sm Nht Phan Khang, Khu Thng Mi Ty , Trung tm
thng mi Ci Kh (gm 3 nh lng v 1 khu n ung). V sp ti l Khu cao
c mua sm, gii tr Ty Nguyn Plaza hin ang c xy dng ti khu th
mi Hng Ph.
Dch v rt a dng: rt nhiu loi hnh dch v v ang dn pht trin
mnh nh Ngn hng, Y t, Gio dc, Vn ha x hi,... Hin c rt nhiu chi
nhnh ca cc ngn hng ln trn khp c nc ti Tp. Cn Th nh
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Vietcombank, Eximbank, Sacombank, Maritime bank, SeaBank, SCB, Ngn

hng Qun i, Trust Bank, Vietbank, VietinBank, Gia Dinh Bank, Northern
Asia Bank, HSBC, AZN...
Hin Cn Th ang m ng nhim v Trung tm dch v ti chnh ngn
hng, vi tc pht trin ng th 3 c nc (sau H Ni v TPHCM)
Hin Q.Ninh Kiu ang trin khai th nghim loi hnh Ch m hot ng
t 18h n 4h sng hm sau.
Tnh hnh lu chuyn hng ho trn th trng c bc pht trin tt; sc
mua tng kh cao so cng k; cc siu th, cng ty v ca hng t chc nhiu
chng trnh khuyn mi v a hng v nng thn y mnh bn ra. Hng
ha trn th trng di do, p ng nhu cu sn xut v tiu dng ca nhn dn.
Bn cnh , sn xut la v ng xun trng ma, c gi, nng dn c li v
phn khi, y l yu t thun li cho kch cu tiu dng. Nm 2009, hng ha
bn ra c thc hin 54.144 t ng, vt 0.27% k hoch nm v tng 44,79%
so cng k; bn l c t 25.000 t ng, t 100% k hoch nm v tng
21,83% so cng k.
Ngoi thng
V ngoi thng, KNXK v doanh thu ngoi t cha t so k hoch (t
91%) v gim so cng k nm 2008; ch yu do KNXK thy sn gim. Nguyn
nhn ch yu do gi go xut khu nm 2009 gim v nhu cu nhp khu thy
sn ca mt s nc hn ch (nht l i vi th trng Nga, hin nay DN Cn
Th ch c 02 n v c php xut khu c da trn); bn cnh , ngun
nguyn liu cung ng cho ch bin xut khu thy sn khng n nh, do mt s
h nui tm, c thiu vn v b l trong nm 2008, nn ct gim lng nui
tm, c tra trong nm 2009; mt s hng CN khc nh: may mc, giy dp,... sn
xut v xut khu cng gp kh khn do th trng xut khu b thu hp. KNNK
t thp so k hoch v gim so cng k nm 2008; nhp khu gim c v lng
v gi tr hu ht cc mt hng nguyn, nhin vt liu phc v cho sn xut CN
ch bin. Tng gi tr KNXK v doanh thu dch v thu ngoi t c thc hin
843,7 triu USD, t 90,82% k hoch nm v gim 8,1% so cng k nm 2008;
trong , xut khu hng ha 814,6 triu USD, t 90,51,% so k hoch v gim
8,5% so cng k; dch v thu ngoi t 29,1 triu USD, tng 0,34% so k hoch
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v tng gn 7% so cng k. Tng gi tr KNNK c thc hin 450 triu USD,

t 61,9% so k hoch v gim 24,4% so cng k. Ch yu do KNNK vt t
nguyn liu v vi gim; trong , nhp khu phc v sn xut chim 98,9%.
Mt s mt hng nhp khu ch yu nh: phn bn, nguyn liu dc, nng
dc, vi, xng du.
3.2 NGNH CNG NGHIP THC PHM NG HP TI VIT NAM
Cc mt hng thc phm ng gi rt a dng v chng loi bao gm bnh
ko, bnh m, kem, sn phm b sa, qu vt c v ngt, n nhanh dng
thanh, thc phm ng gi dng trong ba n chnh, n sn, sp, m ng, m
si, thc phm ng hp/bo qun, ng lnh qua ch bin, thc phm sy
kh qua ch bin, thc phm p lnh qua ch bin, sn phm du v cht
bo, sn phm gia v, thc phm dnh cho tr em, ngui dng km bnh m.
Trong lnh vc dch v n ung, n sn cho thy mc tng trng v sn
lng ln nht, mc 3%, tip l thc phm p lnh qua ch bin v qu
vt c v ngt, c hai sn phm ny tng 2%. iu ny cho thy nhu cu ln v
sn phm thun tin t ngi tiu dng, cng nh nhng n lc ca cc nh sn
xut nhm p ng s quan tm ca ngi tiu dng v sn phm tt cho sc
khe.
Hin nay, ngi tiu dng hay la chn nhng sn phm scla en, bnh
quy mt c hnh que, cc loi ht sy kh, bnh c dng thanh vi tc dng tng
cng nng lng. Trong thi gian ti, sn phm n nhanh theo s thch c d
bo ch tng trng nh, t hn 1% v gi tr.
Thc phm ng gi dng trong ba n chnh nh c, hi sn ng lnh
qua ch bin trong thi gian qua c mc tng trng tt. Nm 2008, gi tr
bn hng tng 3%, t 19,5 t bng Anh, trong , sn phm c v hi sn ng
lnh qua ch bin c mc tng trng tt nht, t 7%. S thun tin tip tc
l mt trong nhng xu hng quan trng ca th trng thc phm. Ngoi ra, vi
s gia tng mc quan tm v li ch ca c cho sc khe con ngi, v nhng
nh sn xut lun m bo vi ngi tiu dng rng sn phm c ng lnh ca
h vn gi nguyn c lng dinh dng c sn ca c, khin ngi tiu
dng ngy cng hng s quan tm n nhng sn phm ny hn. n ti hn
hp cng cho thy s tng trng tt, gn 7%, tip l sn phm sp, vi mc
GVHD: L Th Diu Hin
29
SVTH: Lu B t
Lun vn tt nghip
tng trng 5% gi tr hin ti, do nhng sn phm ny p ng c nhu cu

thun tin v c xem l sn phm tt cho sc khe.
Ngy nay, ngi tiu dng ngy cng quan tm n ngun gc ca thc
phm, khng ch n thun tm hiu nhm kim sot lng calo v cht bo c
trong sn phm nhm d dng thay i khu phn n hng ngy cho ph hp, m
h cn quan tm n nhng vn v o c nh qu trnh sn xut sn phm,
lng cc - bon thi ra mi trng, nhng tc ng i vi mi trng v nhng
vn v mi trng khc. y l nhng im rt khc bit v xu hng tiu
dng ca ngi Anh hin nay, h quan tm nhiu hn n v tr ca mnh trn th
gii v hu qu t vic tiu dng ca h. Trong thi gian ti, th trng thc
phm ng gi c d bo s tng trng vng chc, vi nhiu xu hng tiu
th nh nhng sn phm tt cho sc khe hay xu hng nu n ti nh nhiu hn
l i n hng do cuc khng hong nh hng n ti tin ca h. Xu hng
chnh ca th trng l nhng sn phm thun tin v mi l, do cuc sng si
ni nn ngi tiu dng lun tm kim nhng gii php cho mt ba n nhanh v
b dng.
3.2.1 Thc phm ng hp
30
25
20
15
10
5
0
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
Doanh s bn hng thc phm

ng hp (nghn tn)
6.85
7.32
7.83
8.37
8.59
8.75
9.19
9.66
10.15 10.67
Doanh s bn hng thc phm

ng hp (triu la M)
15.71
17.14 18.49
19.88
19.23
19.3
21.15
23.53
26.18 29.47
Biu 3.1: S liu v d bo doanh s bn thc phm ng hp

(Ngun: Tng cc thng k, bo ch thng mi BMI)
GVHD: L Th Diu Hin
30
SVTH: Lu B t
Lun vn tt nghip
BMI d bo ngnh cng nghip thc phm ng hp ca Vit Nam s

tng 24,2% v lng v 48,7% v gi tr doanh s bn hng. Nguyn nhn ch
yu l do cuc sng bn rn cng vi li sng hin i cc thnh ph ln dn
n nhu cu v cc loi thc phm ch bin sn ngy cng gia tng. Ngi tiu
dng ngy nay ang c xu hng quan tm v nhn thc tt hn v ngun gc v
v sinh an ton thc phm nhm nng cao cht lng cuc sng. Do , nhng lo
lng cho sc khe cng s khuyn khch ngi tiu dng mua thc phm ch
bin nhiu hn l s dng ti sng. Hn na, vic u t mnh m c trong
v ngoi nc cho ngnh ny lm tng doanh s bn hng. Trong khi , ngi
lao ng cc thnh ph ang c xu hng t i n nh hng hn m thay vo
h la chn nhng loi thc phm ng hp v ch bin sn tit kim chi ph
sinh hot v thc phm ng hp, ch bin thng r hn 20-30% so vi cc loi
thc phm ti sng.
3.2.2 Bnh ko ng gi
Vit Nam hin ang u t mnh vo ngnh cng nghip cacao, iu ny
rt c li cho ngnh bnh ko. Nhiu nc trong khu vc c mc tng trng
GDP t trung bnh n cao dn n nhu cu v cc sn phm thng hng tng
theo cp s nhn. Tuy nhin, hin nay ngnh sn xut cacao trong khu vc li
cha thc s p c nhu cu ny nn vn phi nhp khu cacao cng nh cc
mt hng c gi tr gia tng t nc ngoi. S ln mnh ca ngnh cng nghip
cacao trong khu vc s khng ch em li li ch cho nhng nng dn trng
cacao m cn lm tng cc c hi u t vo ngnh ch bin cacao v gia tng
gi tr. Hn na, cc nc ln cn cng s tip cn vi ngun cung cp cacao c
gi tr gia tng vi mc gi r tng i r. Nhn chung vic p ng nhng nhu
cu i vi nhng loi hng ha xa x ny khng ch cho thy tng trng
kinh t mnh m cn gp phn ci thin cc mi quan h thng mi trong khu
vc v thu ht u t nhiu hn.
GVHD: L Th Diu Hin
31
SVTH: Lu B t
Lun vn tt nghip
450
400
350
300
250
200
150
100
50
0
Doanh s bn hng bnh ko
(nghn tn)
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
86.1
89.9
94
97
99.1 100.4 103.9 107.6 111.6 116
Doanh s bn hng - bnh ko 234.3 253.8 272.1 300.5 291.3 292.3 317.8 351.9 390 434.6
(triu USD)
Biu 3.2: S liu v d bo doanh s bn hng mt hng bnh ko

(Ngun: Tng cc thng k, bo ch thng mi BMI)
3.2.3 Ngnh ung

Th trng ung ca Vit Nam ang pht trin cng vi s pht trin
nhanh chng ca nn kinh t. D c s cnh tranh rt cao song cc cng ty nc
ngoi vn m rng u t ti Vit Nam v y c xem l mt trong nhng th
trng tim nng nht th gii vi s tng trng c kch thch bi s pht
trin kinh t v du lch.
ung c cn
Ngnh ung c cn ca Vit Nam tip tc thu ht c nhiu vn u t
nc ngoi, trong mi nht l cng ty Sapporo ca Nht Bn. iu ny c
c l nh trin vng pht trin sng sa ca ngnh ung c cn vi nhng
kt qu khch l nh: tiu dng trong nc tng do nn kinh t m ca v s pht
trin mnh m ca ngnh dch v du lch. BMI d bo doanh s s tng 32,6 %
v s lng giai on 2009 2014, cn doanh s v gi tr s tng 41%. Doanh
s mt hng bia hin vn chim t trng ln trong doanh s bn hng cc loi
ung c cn vn tip tc duy tr v tr ng u ca mnh v mt doanh thu.
Nh vic thu ht s quan tm ca c doanh nghip ung trong nc
cng nh nc ngoi m sn lng bia d bo s tng vi tc nhanh nht
trong giai on 2009 2014, vi mc d bo l 32,8%.
GVHD: L Th Diu Hin
32
SVTH: Lu B t
Lun vn tt nghip
Vi tc tng trng kinh t nhanh v thu nhp sau thu ca ngi dn

ngy cng cao, Vit Nam hin l mt th trng hp dn cho cc nh sn xut
bia. BMI d bo tng trng v doanh thu mt hng ny s chim khong 4,4%
GDP vo nm 2010. Ngoi ra, ngnh dch v du lch v mt lng ln dn s di
c sang Vit Nam cng l nguyn chnh tc ng mnh m v tch cc i vi s
pht trin ca ngnh ung bia.
Mc d chi ph u vo cao v chnh sch tin t ca chnh ph ngy cng
cht ch nhm kim ch lm pht, nhng sn xut bia vn tip tc tng 14%
trong 6 thng u nm 2008. (Theo Hip hi Bia - Ru - Nc gii kht Vit
Nam). Mc d gi c tng t 10-20% trong 6 thng u nm 2008, nhng s
lng khch du lch ti nh hng v qun gii kht vn tip tc tng mnh. Hip
hi Bia - Ru - Nc gii kht Vit Nam cho bit tiu th bia theo u ngi s
tng mc hin ti l 18 lt ln 28 lt vo nm 2010.
Tuy nhin, BMI vn d bo doanh s i vi mt hng ru vang v ru
mnh vn trn tng trng t nay cho n nm 2014, nhng vi tc khng
cao. C hai u c s pht trin tng i cha trng thnh do thiu vn u t
v gi bn kh cao so vi cc mt hng ung khc. Nhng trong thi gian ti,
hai yu t trn khng cn ng lo ngi do (1) kh nhiu nh sn xut ung c
cn ti Vit Nam chuyn hng t chuyn mt hng bia sang phn on th
trng cha bo ha v c tim nng tng trng cao; v (2) khi thu nhp tng
ln th ngi tiu dng bt u chuyn sang nhng mt hng nhy cm v gi.
C ph
L nc xut khu c ph ng th hai th gii ch sau Braxin nhng ngnh
c ph Vit Nam hin vn ch c th mnh v xut khu trong khi tiu dng trong
nc ch chim mt t trng rt nh m ch yu ch l dn thnh th. Tuy nhin,
vi nhng n lc ca ngnh nhm gia tng gi tr v li nhun, tiu th trong
nc ang c xu hng tng dn ln v d on chim khong 10% tng sn
lng trong v ma 2009. Gi c ph th gii n nh to nhiu c hi hn
cho ngi nng dn v doanh nghip xut khu c ph Vit Nam, ng gp
khong 42% tng sn lng trong giai on 2004 2008. Cng trong giai on
ny, tiu th trong nc tng ln gp 3 ln.
GVHD: L Th Diu Hin
33
SVTH: Lu B t
Lun vn tt nghip
C hi vn cn rt rng m cho cc nh sn xut c ph Vit Nam. GDP

tng trng mnh thc y nhu cu s dng cc loi thc phm v ung
Ngoi ra, dn s Vit Nam kh tr, nn thi quen vo qun v ung c ph ngy
cng ph bin hn. BMI d bo doanh thu cc loi ung (bao gm c ph v
ch) s tip tc tng 67,6% v gi tr trong giai on 2009 2014 do thi quen s
dng ca ngi dn cng nh nhng chin dch qung co v marketing ca cc
doanh nghip.
Tuy nhin, bi ton kh l lm th no khai thc ht nhng c hi tim
nng ny. Cc nh xut khu ang phi i mt vi nhu cu tiu dng ht c ph
Arabica cht lng ngy cng cao t pha cc nh nhp khu trn th gii. Hin
ti, vi mc thu nhp kh dng cn hn ch ti cc th trng mi ni, vic thay
th c ph Robusta bng Arabica khng phi l vic mt sm mt chiu m
xy ra c; nhng vi yu cu v cht lng ngy cng cao cc nh xut khu
Vit Nam cn phi tnh n trng hp ny.
ung pha ch sn khng c cn
Mc d cha c con s chnh xc v doanh s ung pha ch sn khng
cn, nhng BMI d on tiu th loi ung ny s c chiu hng tch cc
ging nh ung c cn.
Cc yu t chnh tc ng tch cc i vi ngnh ung khng cn bao
gm: tng trng kinh t, qu trnh th ha, u t nc ngoi v du lch pht
trin. Mc d ngi tiu dng Vit Nam vn cn kh quan tm ti vn li
sng lnh mnh cho d nhng nh hng phng Ty tc ng ti thi quen tiu
dng nhng BMI vn cho rng ung pha ch sn khng cn s t c tc
tng trng cao nht trong ngnh cng nghip nc gii kht ti Vit Nam t
nay cho n nm 2014.
3.3 THC TRNG TIU DNG THC PHM NG HP TI CN
TH THNG QUA CC MU NGHIN CU
Trn th trng hin c rt nhiu loi thc phm ng hp khc nhau c
sn xut p ng nhu cu, th hiu ngy cng cao v a dng ca ngi tiu
dng. Thc phm ng hp c th c chia thnh 8 nhm chnh c phn loi
theo ngun gc to ra cc loi thc phm ng hp bao gm:
GVHD: L Th Diu Hin
34
SVTH: Lu B t
Lun vn tt nghip
1. Thc phm ng hp ch bin t rau nh: da chua cc loi
Da rau mung
Sauce c chua
2. Thc phm ng hp ch bin t qu: nc p tri cy cc loi, mc cc

loi, thch da,
Nc p tri cy
Mt b
3. Thc phm ng hp sn xut t tinh bt nh: cc loi bnh, m gi
Bnh qui
M gi
4. Thc phm ng hp ch bin t tht nh: tht ng hp cc loi, pate,

xc xich, ch la
Pate lm t tht heo

GVHD: L Th Diu Hin
Cari lm t tht g
35
SVTH: Lu B t
Lun vn tt nghip
5. Thc phm ng hp ch bin t thy sn
C mi
6. Thc phm ng hp ch bin t sa
Sa ti
Sa chua
7. Sn phm ung: ru, bia cc loi, ung c cn, nc ngt c

gas
Nc ngt c gas
Bia
8. Nguyn liu, gia v
Ht nm
Qua nghin cu kho st cc i tng sinh sng trn a bn qun Ninh
Kiu, TP.Cn Th ta thy c nhu cu v s dng cc loi thc phm ng hp
nh sau:
GVHD: L Th Diu Hin
36
SVTH: Lu B t
Lun vn tt nghip
Bng 3.2: Cc loi thc phm ng hp

Cc loi TPH
Tr li
Quan st
Phn trm(%)
TPH ch bin t rau
14
3,5
TPH ch bin t qu
44
11,1
TPH ch bin t tinh bt
38
9,6
TPH ch bin t tht
52
13,1
TPH ch bin t thy sn
38
9,6
TPH ch bin t sa
76
19,2
Sn phm ung
86
21,7
Nguyn liu,gia v
48
12,1
396
100
Tng
(Ngun: s liu iu tra trc thc t ca tc gi nm 2011)
Qua bng kt qu iu tra cho thy, c 21,7% ngi tiu dng s dng
sn phm ung c th thy c mt hng sn phm ung ang rt ph
bin c ngi dn tiu th mnh nht nh cc loi bia, cc loi ung c
cn, cc loi nc c gas, cafe, tr...K n l cc loi thc phm ng hp c
ch bin t sa chim 19,2% nh cc loi sa bt, sa ti,....Cc loi thc phm
ng hp c ch bin t tht chim 13,1% v thu sn chim 9,6% cng ang
c nhiu ngi la chn nh cc sn phm: tht ng hp, pate, xc xch, cc
loi c mi dng trong ba n hng ngy...Nguyn liu, gia v cng l phn
khng th thiu trong quyt nh tiu dng thc phm ng gi dnh cho ba n
chim 12,1%. Cc loi thc phm ng hp ch bin t qu bao gm hp
nc qu cc loi nc p tri cy, hp mc qu nh mc nhuyn, mc ng,
mc kh; cc loi thc phm ng hp ch bin t tinh bt nh cc loi bnh
qui,bnh hp; cc loi thc phm ng hp ch bin t rau nh hp rau t
nhin, hp rau ngm gim, hp rau mui chua, cc loi sauce c
chuachim t l ln lt l 11,1%, 9,6%, 3,5%.
GVHD: L Th Diu Hin
37
SVTH: Lu B t
Lun vn tt nghip
S a dng v chng loi ca thc phm ng hp tha mn c nhu

cu tiu dng phong ph ca ngi dn Cn Th. c bit, mt hng ung v
cc loi thc phm ng hp ch bin t sa ang c tiu th mnh. Do s
pht trin v kinh t v dn s trn a bn thnh ph trong nhng nm gn y
y mnh nhu cu v hai loi mt hng ny. C th thy cc qun caf, qun
n, qun nhu ang ua nhau mc ln mi ng ngch trong thnh ph, y l
nhng ni tiu th mnh nht cc mt hng nh bia, ru, nc ngt c gas
Dn s v thu nhp trung bnh ca ngi dn tng l nguyn nhn cc loi thc
phm ng hp t sa c nhu cu cao, ch yu l cc loi sa bt, sa ti dnh
cho em b v cc loi sa b sung dinh dng tng kh nng khng v nng
cao sc khe.
Bng 3.3: Bng thng k tnh hnh mua sm

Ni mua hng
S ln mua
Siu th
Ca hng tp ho
Ch
Tng
Phn
trm%
1-2 ln
37
15
20
72
60
3-4 ln
10
12
31
25,8
5-6 ln
17
14,2
Tng
55
30
35
120
100
45,8
25
29,2
100
Phn trm%
(Ngun: Kt qu iu tra thc t ca tc gi, nm 2011)
40
37
35
30
25
20
20
15
15
10
Siu th
12
9
Ch
10
Ca hng tp ho
5
0
1-2 ln
3-4 ln
5-6 ln
Hnh 3.3: Tnh hnh mua sm
GVHD: L Th Diu Hin
38
SVTH: Lu B t
Lun vn tt nghip
Qua quan st cho thy s ln mua thc phm ng hp trung bnh hng tun
ca ngi dn l 1-2 ln/tun chim 60% tng s quan st v ni mua sm
thng xuyn v c nhiu ngi la chn nht l ti cc siu th chim t l
45,8%, k n l 3-4 ln/tun chim t l 25,8% v a im mua sm k tip
c ngi tiu dng la chn l cc ca hng tp ho chim 29,2% tng s
mu quan st, 5-6 ln/tun chim 17,14% v c 25% s ngi cn li mua cc
loi thc phm ng hp ti cc ch knh phn phi rt quen thuc ca ngi
dn Vt Nam t xa n nay.
Qua phn tch trn cho thy ngi tiu dng trn a bn qun Ninh Kiu c
nhu cu rt cao trong vic s dng thc phm ng hp trong cuc sng hng
ngy bn cnh nhng thc phm ti sng truyn thng. Vi cuc sng hin i,
cng vic, thi gian lun bn rn th s thun tin ca cc loi thc phm ng
hp tr thnh xu hng quan trng ca th trng thc phm, vn cung cp
y cht dinh dng m ngi tiu dng mong mun cho mt ba n thit
yu hng ngy cc loi thc phm ng hp cn b sung thm vitamin, cht
khongch bin nhanh gn, d dng, bo qun c lu. Ngi tiu dng ngy
nay rt quan tm n cht lng ca thc phm h thay i thi quen tiu
dng chuyn t thi quen mua sm ti cc ch, ca hng tp ho sang knh phn
phi mi l cc siu th, ni c rt nhiu chng loi sn phm p ng nhu cu a
dng ca ngi tiu dng v siu th l ni m hng ho lun c kim nh
cht lng trc khi c by bn.
GVHD: L Th Diu Hin
39
SVTH: Lu B t
Lun vn tt nghip
CHNG 4
KT QU NGHIN CU V THO LUN
4.1 C IM MU PHN TCH

4.1.1 Kt cu gii tnh ca i tng nghin cu
41%
Nam
N
59%
Hnh 4.1: Biu th hin gii tnh
Qua biu cho thy phn b gii tnh trong tng s mu quan st nh sau
gii tnh n chim t l 59%, nam chim t l 41%. Kt qu cho thy gia nam
v n u c nhu cu s dng thc phm ng hp nhng n gii chim nhiu
hn v i b phn h l nhng ngi s m nhn nhim v nu nng nn h
s quyt nh vic mua sm, chi tiu cc loi thc phm cho gia nh v cc loi
thc phm ng hp chnh ca nhm khch hng n l cc loi thc phm ng
hp c dng trong cc ba n hng ngy, cc loi sa, bnh, nguyn liu gia v
dng nu nng, cc loi nc p tri cyCn i vi nam gii th nhm
sn phm ung c tiu th nhiu hn bn cnh nhng loi thc phm ng
hp dng n.
4.1.2 Mc thu nhp hng thng ca i tng nghin cu
Bng 4.1: Bng thu nhp ca i tng nghin cu
Thu nhp
Tn sut
Phn trm(%)
Di 2tr
14
11,7
2-4tr
57
47,5
Trn 4-6 tr
31
25,8
Trn 6
18
15,0
120
100
Tng
(Ngun: s liu iu tra thc t ca tc gi nm 2011)
GVHD: L Th Diu Hin
40
SVTH: Lu B t
Lun vn tt nghip
Qua thng k cc i tng nghin cu cho thy thu nhp trung bnh chim
t l cao nht l t 2-4 triu chim t l 47,5%, k n l t 4-6 triu chim t l
25,8%, mc thu nhp trn 6 triu chim t l 15% v cui cng mc thu nhp
di 2 triu chim t l 11,7%. Ngi tiu dng s dng Cn Th c mc thu
nhp trung bnh kh tr ln, ring vi nhm sinh vin do cha i lm nn thu
nhp ch yu l ca gia nh cho. Ngy nay, c rt nhiu loi thc phm ng
hp vi cc mc gi khc nhau p ng mi nhu cu s dng v ph hp vi ti
tin ca tng i tng, khng ch ngi cao thu nhp mi c th mua c m
n cn p ng c nhm i tng l sinh vin t nhng sn phm cao cp
nh ru, cc loi thc phm chc nngcho n nhng sn phm bnh dn nh
m gi, ph bin nh bnh ko
4.1.3 Ngh nghip v trnh hc vn ca i tng nghin cu
Hc sinh/sinh vin
10%
14%
Cng chc/vin chc
14%
Cn b qun l
Lm ngh t do
27% Cng nhn/nhn vin
19%
10%
6%
T kinh doanh/bun bn
nh
Ni tr
Hnh 4.2: Ngh nghip i tng nghin cu
Qua kt qu iu tra cho thy ngh nghip ca i tng c iu tra rt

phong ph, a dng chim t l cao nht l cng chc/vin chc chim t l
26,7%, k n l cng nhn/nhn vin chim t l 19,2%, hc sinh sinh vin v
ngi t kinh doanh/bun bn nh chim s lng bng nhau cng chim t l
14,2%. Ngi tiu dng lm ngh t do v ni tr cng c s quan st bng nhau
chim t l 10%. Cui cng l i tng cn b qun l 7 ngi chim t l
5,8%.
S phong ph v ngh nghip ca i tng nghin cu gip cho ti
mang tnh i din cao, mi ngh nghip i din cho mt tng lp v c hnh vi
s dng khc nhau, nh vo tnh i din ny ta c th suy rng ra tng th a
bn TP.Cn th, i tng c nhu cu s dng thc phm ng hp nhiu nht l
nhm cng chc/vin chc v sinh vin y l b phn tri thc c qu thi gian
GVHD: L Th Diu Hin
41
SVTH: Lu B t
Lun vn tt nghip
hn hp nn thc phm ng hp l gii php tiu dng c h la chn vi cc

sn phm nh tht, thy sn ng hp phc v cho cc ba n chnh, m gi l
sn phm quen thuc ca sinh vin cho bui n sng, cc sn phm bia, nc gii
kht dng trong cc bui ticNhng y l nhm khch hng c yu cu cao
trong vic s dng thc phm ng hp v cc tiu ch cht lng cng nh m
bo VSATTP.
20%
4%
Trn H
53%
23%
H-C
Trung cp
Trung hc ph thng
Hnh 4.3: Trnh hc vn i tng nghin cu
Qua biu cho thy trnh hc vn ca i tng nghin cu ch yu

Trnh H C chim t l 53,3%, tip n l trnh trung cp chuyn
nghip chim t l 22,5%, trung hc ph thng chim t l 20%. Cui cng l
trnh trn H chim t l 4,2%.
4.1.4 Tnh trng hn nhn
32%
68%
c thn
c gia nh
Hnh 4.4: Tnh trng hn nhn
Qua kt qu iu tra ngi tiu dng c nhu cu s dng thc phm ng

hp th c ti 68% vn cn c thn, s cn li l c gia nh 38 ngi (chim
t l 32%). iu ny cng cho thy rng ngi sng c thn c nhu cu s dng
thc phm ng hp rt cao v tnh tin li ca thc phm ng hp gip h tit
kim c thi gian nu nng, chun b m vn c th cung cp y calo v
cht dinh dng cn thit. Cn i vi cc i tng c gia nh h c th
chia s thi gian chun b ba cm cho gia nh bng cc loi thc phm ti
sng bn cnh h vn c nhu cu i vi cc loi thc phm ng gi b
sung thm cht dinh dng nh cc loi tht, thu sn ng hp v cc loi sa...
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Lun vn tt nghip
4.1.5 Tng kt c im ca i tng nghin cu trong ti

Bng 4.2: Bng kt hp gia ngh nghip v thu nhp
Ngh nghip
Hc sinh/sinh vin
Phn trm ngh nghip (%)
Thu nhp
Di 2tr
2-4tr
Trn 4-6 tr
Trn 6tr
Tng
12
17
70,6
100
Cng chc
18
12
32
56,2
37,5
100
Cn b qun l
Lm ngh t do
100
100
12
50
100
Cng nhn/nhn vin
14
23
60,9
100

T kinh doanh/bun bn nh
17
41,2
41,2
100
Ni tr
12
100
58,3
i tng nghin cu ca ti gm mi thnh phn vi mc thu nhp

khc nhau. nhm c mc thu nhp di 2 triu/thng ch yu l cc i tng
hc sinh/sinh vin y l nhm tr nng ng c nhu cu v cc loi thc phm
ng hp nh cc loi thc ung c gas, cc sn phm sa, cc loi bnh ko,
c bit l m gi. i vi nhm c mc thu nhp t trn 2 triu/thng n di
6 triu/thng th thnh phn ch yu l cng chc/vin chc, cng nhn/nhn
vin y l nhm i tng c nhu cu s dng thc phm ng hp rt cao v
do cng vic bn rn khng c thi gian v phn ln l sng c thn, y l
nhm c thu nhp tng i kh so vi mt bng thu nhp chung ca ngi dn
trn a bn TP.Cn Th nn nhu cu chi tiu ca h rt a dng v phong ph v
tt c cc chng loi thc phm ng hp. Cui cng, nhm c mc thu nhp
kh cao trn 6 triu/thng ch yu l thnh phn cn b qun l v ngi lm
ngh t do, nhm ny hu ht c gia nh nn nhu cu v tiu dng thc phm
ng hp ch mc tng i tp trung vo cc mt hng thc phm nh ru,
GVHD: L Th Diu Hin
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SVTH: Lu B t
Lun vn tt nghip
bia, cc loi sa ti, sa bt dnh cho tr, cc sn phm t tht, thu sn, cc
loi thc ung b sung dinh dng v vitamin.
4.2 KIM NH CC MI QUAN H
4.2.1 Kim nh mi quan h gia ngh nghip ca i tng nghin
cu vi s ln mua thc phm ng hp (kim nh Chi-spuare)
Bng 4.3: Kt qu kim nh mqh gia ngh nghip v s ln mua TPH
S ln mua TPH (ln/tun)
Ngh nghip
1-2 ln
Phn
3-4 ln
trm (%)
Phn
5-6 ln
trm (%)
Phn
trm (%)
Hc sinh/sinh vin
11
15,3
12,9
14,2
Cng chc/vin chc
21
29,2
22,6
26,7
Cn b qun l
4,2
6,5
5,8
Lm ngh t do
9,7
12,9
10
14
19,4
16,1
19,2
11,1
16,1
14,2
11,1
12,9
12
72
100
31
100
17
100
Cng nhn/nhn vin

T kinh doanh/bun bn
nh
Ni tr
Tng
Kt qu kim nh Chi-square vi mc tin cy 95% cho thy p= 0.88 >

= 0.05 ta chp nhn H0 c ngha l khng c mi quan h gia ngh nghip ca
i tng nghin cu v s ln m h mua thc phm ng hp/tun.
4.2.2 Kim nh mi quan h gia thu nhp v s ln m ngi tiu
dng quyt nh mua thc phm ng hp trong mt tun
Bng 4.4: Kt qu kim nh mqh gia thu nhp v s ln mua
S ln mua TPH
Thu nhp
Di 2tr
Phn trm
1-2 ln
(%)
Phn trm
3-4 ln
(%)
Phn trm
5-6 ln
(%)
12,5
12,9
11,8
2-4tr
43
59,7
12
38,7
11,8
Trn 4-6 tr
12
16,7
11
35,5
47,1
11,1
12,9
29,4
72
100
31
100
17
100
Trn 6
Tng
GVHD: L Th Diu Hin
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SVTH: Lu B t
Lun vn tt nghip
Kt qu kim nh Chi-square vi mc tin cy 95% cho thy p = 0,009 <

= 0,05 ta bc b H0 ngha l c mi quan h gia thu nhp v s ln m ngi
tiu dng quyt nh mua thc phm ng hp trong mt tun. Trong nhm c
thu nhp t 2-4 triu/thng c 75,4% ngi mua thc phm ng hp 1-2
ln/tun v qua quan st cng cho ta thy khi thu nhp ca ngi tiu dng cng
cao th nhu cu s dng thc phm ng hp cng t li, c th l gii cho iu
ny nh sau i vi ngi c thu nhp trn 6 triu/thng a phn y l s ngi
c gia nh nhu cu v dinh dng trong ba n ca h rt cao v phi m
bo l thc phm ti nn h thng mua cc loi thc phm ti sng hay
qua s ch ch bin nhng mn n. H vn c nhu cu s dng thc phm
ng hp nh cc loi sa, cc loi nc p tri cy ti, nguyn liu gia v.
4.2.3 Kim nh gia thu nhp vi ni mua thc phm ng hp
Bng 4.5: Kt qu kim nh mqh gia thu nhp v ni mua
Ni mua hng
Thu nhp
Di 2tr
Siu th
Phn trm
(%)
Ch
Phn trm
Ca hng
phn trm
(%)
tp ha
(%)
14,5
6,7
12,5
2-4tr
25
45,5
15
50
17
47,5
Trn 4-6 tr
13
23,6
30
25,8
Trn 6
16,4
13,3
14,2
Tng
55
100
30
100
35
100
Kt qu kim nh Chi-square vi mc tin cy 95% cho thy p =

0,931> = 0,05 ta chp nhn H0 ngha l khng c mi quan h gia thu nhp v
ni m ngi tiu dung la chn mua thc phm ng hp. Kt qu cho ta thy
d ngi tiu dng c thu nhp cao hay thp th siu th vn l knh phn phn
c nhiu ngi la chn nht v siu th l ni mua sm tt c uy tn.
4.2.4 Kim nh mi quan h gia tnh trng hn nhn ca i tng
nghin cu v s ln mua thc phm ng hp
Kt qu kim nh Chi-square vi mc ngha l 95% cho thy p = 0,281>
= 0,05 ta chp nhn H0 ngha l khng c mi quan h gia tnh trng hn nhn
v nhu cu s dng thc phm ca ngi tiu dng. Trong cuc sng ngy nay,
thc phm ng hp dn tr thnh loi thc phm ph bin, i vi nhng
GVHD: L Th Diu Hin
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SVTH: Lu B t
Lun vn tt nghip
ngi c thn thc phm ng hp l gii php tt gip h c c mt ba n

cht v gip tit kim thi gian c bit l nhng ngi khng bit nu
nng, cn i vi nhng ngi c gia nh th nhu cu ca h i vi cc
loi thc phm ng hp l b sung, h tr thm cho ba n. Cc loi thc
phm ng hp lun c mt ti mi gia nh nh cc loi gia v, nguyn liu
trong nh bp, cc loi sa, nc p tri cy trong t lnh, c bit trong cc dp
l, Tt th khng nh no thiu cc loi bnh, mc, ko
4.3 NH GI MC QUAN TRNG V TIU CH CHT LNG
KHI CHN MUA THC PHM NG HP CA NGI TIU DNG
Bng 4.6: nh gi v cc tiu ch cht lng
Cc tiu ch
im trung bnh
lch chun
ngha
m bo dinh dng
4,3333
0,77061
Rt quan trng
C ngun gc t nhin
4,2667
0,77496
Rt quan trng
4,4917
0,69809
Rt quan trng
Thi gian bo qun
4,075
0,85172
Quan trng
Cng ngh ch bin
4,175
0,80610
Quan trng
Hp khu v
4,383
0,65058
Rt quan trng
Khng s dng ph gia,

cht bo qun
Gi tr khong cch = ( Maximum Minimum )/n = (5 1)/5 = 0,8

Gi tr trung bnh:
1 1,8
Rt khng quan trng
1,81 2,6
Khng quan trng
2,61 3,4
Bnh thng
3,41 4,2
Quan trng
4,21 5
Rt quan trng
Vi thang o Likert 5 mc t hon ton khng quan trng n rt quan

trng gip ngi tiu dng nh gi v cc tiu ch khi la chn thc phm ng
hp kt qu cho thy c ti 51% ngi tiu dng cho rng vic m bo dinh
dng ca cc loi thc phm ng hp rt quan trng. 45% ngi cho rng cc
loi thc phm ng hp phi c ngun gc t nhin l rt quan trng, vic la
chn cc loi thc phm u vo sn xut ra thc phm ng hp cn phi
c la chn k lng v gn y cc bnh dch bng pht i vi cc loi
gia cm, gia sc nh bnh l mm long mng heo, b, dch cm gia cn H5N1,
GVHD: L Th Diu Hin
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SVTH: Lu B t
Lun vn tt nghip
bnh heo tai xanh gy thit v tnh mng v sc kho ngi tiu dng bn
cnh l cc loi rau, c s dng thuc tng trng, kch thch, d dng thuc
tr su cao m y li l cc loi nguyn liu ph bin sn xut ra cc loi
thc phm ng hp t tht, thu sn, rau qu. Gn 70% s ngi tiu dng cho
rng vic chn la cc loi thc phm ng hp khng s dng cht ph gia, bo
qun l rt quan trng y chnh l yu t c nhiu ngi tiu dng quan tm
nht hin nay khi trn th trng xut hin hng lot cc loi thc phm c nh
sn xut s dng cc cht ph gia, cht bo qun thm vo thc phm lm
tng hng v thm ngon, s dng phm mu ho hc lm mu sc thc phm
bt mt ngi tiu dng nh cc loi hng the, formol, sudancc cht ph gia
ny gy nh hng rt ln n sc kho ngi tiu dng m cn bnh ph bin
nht l ung th c nguy c t vong cao. 39,2% ngi tiu dng cho rng thi
gian bo qun, lu tr c nh hng rt quan trng n cht lng ca thc
phm ng hp v tnh tin li v tit kim thi gian ca cc loi thc phm ng
hp nn ngi tiu dng thng mua nhiu v d tr trong t lnh s dng
dn, do trong qu trnh bo qun yu cu thc phm phi khng b h hng,
thay i mu sc v vn gi nguyn c cc cht dinh dng. 41% s ngi
tiu dng cho rng cng ngh ch bin ra cc loi thc phm ng hp l rt
quan trng trong tiu ch cht lng, tt c cc loi thc phm ng hp u tri
qua mt qui trnh, cng ngh ch bin do phi m bo yu cu v cc yu t
vt l nh bao b sn phm, m bo khi lng tnh v khi lng bao b; m
bo cc ch tiu v ho hc ch yu l nng ng, acid, mui; v vi sinh
vt phi m bo hp khng b h hng do vi sinh vt, khng c vi sinh vt
gy bnh, lng tp trng khng qu qui nh. V cui cng thc phm ng hp
phi hp vi khu v ca ngi tiu dng, nhiu ngi cho rng thc phm ng
hp mn v nh sn xut a vo mt lng mui ng k nhm ko di thi
gian s dng ca thc phm ng hp. Nhng thc t th khng phi nh vy ty
theo nghin cu khu v ca tng a phng ni phn phi mt hng thc phm
ng hp m nh sn xut s dng loi gia v thch hp. Chng hn, hp xut
vo Nam th thng c v ngt hn, vo min Trung th v cay nhiu hn
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4.4 PHN TCH HNH VI CA NGI TIU DNG I VI CC

LOI THC PHM NG HP XUT X T TRUNG QUC
4.4.1 Phn tch cc tiu ch nh hng n quyt nh mua thc phm
ng hp c xut x t TQ ca ngi tiu dng
4.4.1.1 H s tin cy Cronbach Alpha
ti a ra 19 nhn t phn tch nhng yu t nh hng n quyt
nh s dng thc phm ng hp ca ngi tiu dng. o lng s nh
hng ca cc yu t ny s thang o Liker thang im t 1 n 5 (vi 1:
rt khng nh hng, 5 rt nh hng).
Fi = w1X1 + w2X2+ w3X3 + w4X4 + w5X5 + w6X6 + w7X7 + w8X8 + Vw9X9 +
w10X10 + w11X11 + w12X12 + w13X13 + w14X14+ w15X15 + w16X16 + w17X17 +
w18X18 + w19X19
Trong : bin ph thuc Fi l quyt nh mua ca ngi tiu dng
Bng 4.7: Din gii cc bin nh hng n quyt nh mua TPH
Bin
Din gii
X1
Thng hiu
X2
Dinh dng
X3
Ngun gc TN
X4
Ph gia, cht bo qun
X5
Thi gian bo qun
X6
Cng ngh ch bin
X7
Chng loi
X8
Mu sc, kiu dng
X9
Qung co
X10
Da vo thi quen s dng
X11
kin ngi s dng trc
X12
Xut x sn phm
X13
Thnh phn sn xut sn phm
X14
Hp khu v
X15
C mc kim nh CL
X16
C ghi thi gian s dng
X17
D tm mua
X18
Gi c hp l
X19
Tnh tin li
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Kt qu kim nh Cronbach alpha cho thy (xem ph lc 4) bin X10 Da

vo thi quen s dng c gi tr Cronbach Alpha nu loi b bin l 0,864 ln
hn h s Cronbach Alpha chung l 0,863 nn s xem xt loi b bin X10. Vic
loi b bin X10 s lm tng tin cy ca thang o.
KMO l mt ch tiu dng xem xt s thch hp ca EFA nhn t
khm ph, 0,5<= KMO = 0,834 cho thy mc c ngha ca tp nhn t a
vo phn tch l kh cao.
Kim nh Bartlett test xem xt gi thuyt:
+ H0: Cc bin khng c tng quan vi nhau
+ H1: Cc bin c tng quan vi nhau
Ta thy Bartlett test =845,736 v significance P. value=0,000 <0,05
=> Gi thuyt H0 b bc b mc 5%
4.4.1.2 S lng nhn t
Phng php phn tch h s tin cy Cronbach Alpha s loi b cc bin
quan st c h s tng quan bin v tng (item total, correlation) di 0,3.
Tip theo, cc bin c trng s (factor loading) nh hn 0,5 trong phn tch nhn
t (EFA) s tip tc b loi b v kim tra tng phng sai trch c (total
variance extracted) phi ln hn hoc bng 50%. Trong phn tch EFA s dng
phng php Principal component analysis vi php quay varimax v im dng
khi trch cc yu t c Eigenvalue l 1, v cho php rt ra trng s ca cc bin
quan st (factor loading) tin hnh so snh loi b hay gi li trong nghin
cu. Nhn vo bng total variance explainted (xem ph lc) ta thy phng sai
trch t 59,685% th hin rng nhn t c rt ra gii thch c 59,685%
bin thin d liu, v th cc thang o rt ra chp nhn c. V c 4 nhm nhn
t c Eigenvalue ln hn 1 im dng khi trch cc yu t ti nhn t th 4 vi
Eigenvalue bng 1.007
GVHD: L Th Diu Hin
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SVTH: Lu B t
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Bng 4.8: Ma trn cc nhn t sau khi xoay

Bin
Nhn nhn t
Tn bin
1
X1
Thng hiu
0,576
X2
Dinh dng
0,716
X3
Ngun gc TN
0,727
X4
Ph gia, cht bo qun
0,659
X5
Thi gian bo qun
0,508
X6
Cng ngh ch bin
0,755
X12
Xut x sn phm
0,503
X13
Thnh phn sn xut sn phm
0,530
X7
Chng loi
0,780
X8
Mu sc, kiu dng
0,865
X9
Qung co
0,787
X18
Gi c hp l
0,559
X19
Tnh tin li
0,650
X14
Hp khu v
0,714
X15
C mc kim nh CL
0,617
X16
C ghi thi gian s dng
0,667
X17
D tm mua
0,610
X11
kin ngi s dng trc
0,832
- Gi tr Eigenvalue
5,630
- Phng sai trch
31,277
- Gi tr Cronbach Alpha
2,699
1,407
1,007
46,271 54,090
59,685
0,863
4.4.1.3 t tn cc nhn t
Vic gii thch cc nhn t c thc hin trn c s nhn ra cc bin c h
s ti ( factor loading) ln cng mt nhn t. Nh vy, nhn t ny c th c
gii thch bng cc bin c h s ln i vi bn thn n. Trong bng . trn
nhn thy c 4 nhm nhn t c gii thch nhng bin nh nh sau:
Nhm nhn t F1: c 8 bin tng quan mnh vi nhau l X1 (Uy tn
thng hiu), X2 (m bo cht lng), X3 (C ngun gc t nhin), X4
(Khng s dng ph gia cht bo qun), X5 (Thi gian bo qun lu), X6 (Cng
GVHD: L Th Diu Hin
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SVTH: Lu B t
Lun vn tt nghip
ngh ch bin), X12 (Bit c xut x r rng ca thc phm), X13 (Thng tin
v thnh phn sn phm).
Nhm nhn t F1 bao gm nhiu bin th hin mc nh hng n tiu
ch la chn thc phm ng hp c cht lng nn nhm ny c t tn l
nhm Cht lng v v sinh an ton thc phm phm
Nhm nhn t F2: c 5 tng quan cht ch vi nhau l bin X7 (a
dng v chng loi), X8 (Mu sc, kiu dng hp dn), X9 (c qung co
tuyn truyn rng ri), X18 (Gi c hp l), X19 (Tnh tin li). Nhm nhn t
F2 c t tn l Gi c v tin ch ca sn phm
Nhm nhn t F3: c tng quan mnh m vi cc bin sau X14 (Hp
khu v), X15 (C mc kim nh chng nhn ca c quan chc nng), X16 (C
ghi thi hn s dng r rng), X17 (D tm mua). Nhm nhn t F3 c t tn
l Cm nhn
Nhn t F4 ch bao gm mt bin l X11: Do kin ca ngi s dng
trc c t tn l Phng thc tip cn
4.4.1.4 Nhn s
Sau khi gii thch cc nhn t, nu cn th chng ta c th tnh ton ra cc
nhn s. Bn thn phn tch nhn t l mt phng php c lp trong phn tch
c th s dng mt mnh. Tuy nhin, nu cc mc tiu ca phn tch nhn t l
cc bin tng hp (nhn t) c s lng t hn s dng cho cc phn tch a
bin tip theo, th chng ta c th tnh ton ra cc nhn s (tr s ca cc bin
tng hp) cho tng trng hp quan st mt. Nhn s ca nhn t th i bng:
Fi = Wi1X1 + Wi2X2 + Wi3X3 + + WikXk
Cc nhn t W c dng kt hp cc bin chun ha c trnh by
trong ma trn h s nhn t (Component Score Coefficient Matrix). Nh ma trn
ny, chng ta c th tnh ra tr s ca cc nhn t (nhn s) dng thay th cho cc
tr s cc bin gc trong cc phn tch khc (xem ph lc 4). Nhn vo bng 4.7
trn ta c th tnh ra 4 nhn s cho tng quan st (tng ngi tr li) bng cch
nhn gi tr cc bin gc ca mt quan st vi cc h s nhn t tnh ra cc
nhn s.
Nh vy ta c 4 a thc ng vi 4 nhn t trong trng hp ny l:
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51
SVTH: Lu B t
Lun vn tt nghip
F1 = (0,156)*X1 + (0,212)*X2 + (0,244)*X3 + (0,221)*X4 + (0,111)*X5 +

(0,31)*X6 + (0,105)*X12 + (0,112)*X13
F2 = (0,29)*X7 + (0,316)*X8 + (0,264)*X9 + (0,136)*X18 + (0,175)*X19
F3 = (0,342)*X14 + (0,245)*X15 + (0,295)*X16 + (0.245)*X17
F4 = 0,761*X11
T phng trnh ca 4 nhn t F1, F2, F3, F4 nu trn ta c th tnh ton
c th cc gi tr cho tng nhn t mi quan st ( tng ngi tr li). thc
hin cng vic ny mt cch t ng ta lnh cho chng trnh SPSS tnh ton cc
nhn t v lu cc tr s ny nh nhng bin mi trong file d liu. Trong nghin
cu ny th chng ta c 4 bin mi c lu thm vo file d liu.
4.4.1.5 Phn tch hi qui a bin
Phn tch hi qui a bin c s dng trong ti phn tch cc yu t
nh hng (bin c lp) n quyt nh mua thc phm ng hp ca ngi
tiu dng (bin ph thuc). Kt qu ca phn tch hi qui a bin s xc nh
c cc nhn t quan trng v mc nh hng ca cc yu t n hnh vi
ngi tiu dng.
Trong ti ny thang o v cc yu t nh hng n hnh vi ngi tiu
dng c a vo phn tch bng phng php Enter. Kt qu phn tch cho
thy R2 c iu chnh bng 0,953 (m hnh ny cho bit rng cc bin c
lp gii thch c 95,3% s thay i ca thang o quyt nh mua ca ngi
tiu dng) v m hnh ph hp vi mc tin cy 95%
Bng 4.9: Din gii cc bin

Bin
Din gii
Du k vng
F1
Cht lng v VSATTP
F2
Gi c v tin ch sn phm
F3
Cm nhn
F4
Phng thc tip cn
GVHD: L Th Diu Hin
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SVTH: Lu B t
Lun vn tt nghip
Bng 4.10 Phn tch hi qui a bin

H s hi qui
Beta cha chun ha
Beta chun ha
Mc ngha
VIF
0,000
1,000
0,437
0,000
1,000
0,298
0,564
0,000
1,000
F3
0,240
0,452
0,000
1,000
F4
0,257
0,485
0,000
1,000
Hng s
4,078
F1
0,232
F2
Nhn vo ct cui cng VIF, ta thy cc h s phng i phng sai rt nh

(VIF<10) nn khng c hin tng a cng tuyn xy ra gia cc bin.
Kt qu hi qui cho thy, tt c 4 nhm yu t l cht lng v v sinh an
ton thc phm, gi c v tin ch sn phm, cm nhn v chng nhn cht
lng, phng thc tip cn u tc ng nh hng dng n hnh vi tiu
dng thc phm ng hp ca ngi dn trn a bn Cn Th (h s Beta u
dng).
Phng trnh hi qui i vi cc bin c chun ha c dng nh sau:
Y = 4,078 + 0,437*F1 + 0,564*F2 + 0,452*F3 + 0,485*F4
Cn c vo h s Beta, chng ta c th xc nh c tm quan trng ca
cc yu t nh hng n quyt nh tiu dng thc phm ng hp ca ngi
dn, nu h s hi qui chun ha Beta cng ln th yu t cng c tc ng
mnh n hnh vi tiu dng. Chng ta c th thy rng, ngi tiu dng b tc
ng mnh nht bi yu t gi c v tin ch ca sn phm, tip n l phng
thc tip cn, cht lng v VSATTP, cui cng l cm nhn.
4.4.2 S nhn bit ca ngi tiu dng
Trong tng s mu quan st phng vn tm hiu v s nhn din cc loi
thc phm ng hp c xut x t TQ hin ang c mt trn th trng Vit Nam
hin nay th c ti 71,7% ngi tiu dng cho bit l h c bit n cc loi thc
phm ng hp do TQ sn xut v tng s dng qua, 10% ngi bit n v
s dng thng xuyn, 17,5% ngi tiu dng c bit n s hin din ca cc
loi thc phm ng hp ca TQ nhng cha tng s dng qua v duy nht ch
c 0,8% ngi tr li rng khng bit n s c mt ca cc loi thc phm ng
hp TQ trn th trng VN. Kt qu trn cho thy mc bao ph th trng ca
GVHD: L Th Diu Hin
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SVTH: Lu B t
Lun vn tt nghip
cc loi thc phm ng hp c ngun gc t TQ ang rt rng, cc mt hng

ny ang chim lnh th trng c bit l nhm vo phn khc ngi c thu
nhp trung bnh y l b phn chim i a s ti Vit Nam. Trung Quc tr
thnh mt i th cnh tranh mnh v cc doanh nghip sn xut ca Vit Nam
ang mt dn th trng.
4.4.3 Tm hiu nguyn nhn thc phm ng hp ca Trung Quc c
mt ti Vit Nam
Bng 4.11: Cc nguyn nhn TPH ca TQ c mt ti VN
Tr li
Nguyn nhn
Phn trm(%)
Gi c r
101
27,3
a dng v chng loi
97
26,2
Mu sc hp dn
64
17,3
c by bn rng ri, d tm mua
79
21,4
c qung co tuyn truyn rng ri
29
7,8
370
100
Tng
Qua nghin cu, ly kin ngi dn i din cho ngi tiu dng ti a
bn TP.Cn Th v nhng nguyn nhn thc phm ng hp xut x t Trung
Quc c mt rt nhiu ti th trng Vit Nam th kt qu cho thy:
i b phn ngi tiu dng cho rng gi c rt r v cnh tranh chnh l
yu t gip hng Trung Quc c mt trn lan ti th trng Vit Nam chim ti
84,2% kin ca p vin. Thc phm Trung Quc bn ti Vit Nam rt r,
thm ch mt s loi r hn c hng bn ti Trung Quc, cc mt hng ca TQ
nh mt b, c na, x mui, to khng ht, c bi, nm ng c c mi li
giao hng tn ni vi gi mm hn hng trong nc kh nhiu. Thc t cho
thy hng thc phm ch bin ca TQ bn ti th trng ni a cao hn gi hng
cng loi bn ti Vit Nam t 10% - 20%. Chng hn, nm ng c c ng
gi, ht chn khng bn ti TQ tnh ra khong 250.000 ng/kg nhng ti ca
khu ch cn 170.000 - 180.000 ng/kg. Ta c th gii thch cho vn ny nh
sau th trng TQ rt rng ln, c cc mt hng t gi cao n gi thp nht
GVHD: L Th Diu Hin
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SVTH: Lu B t
Lun vn tt nghip
h sn xut c hng gi r l do quy m sn xut thng rt ln (k c c s

c xem l nh) nn h gi thnh sn xut.
kin tip theo c nhiu ngi tiu dng nhn nh chnh l thc
ng hp TQ rt a dng v chng loi chim 80.8% v mu sc, kiu dng bao
b hp dn chim 53,3% kin ca p vin. S a dng v cc loi thc phm
c bit l cc loi bnh, mc, gia vnh bnh k, hnh nhn, ko socola, rau
cu, cc loi thch tri cy, bt ng cc, bt sa, cc loi nc gii kht vn ang
lm ch ti th trng Vit Nam. Cc mt hng Vit Nam cng chng loi ch
chim mt lng nh v khng cnh tranh li. Bn cnh mu m a dng th mu
sc bt mt, mi v m ang thu ht mt b phn tiu dng khng nh
chnh l tr em nh cc loi ko do mu sc sc s ng trong nhng thanh
kim, ao, ht qut gasbng nha tr em sau khi n ht c th s dng lm
chi hay cc loi thc ung ng chai c mu vng sc s, gi ch 24.000
ng/lc 24 chai. Loi thc ung ny thu ht tr em v sau khi ung xong c th
s dng chai lm ng xt nc chi.
65% kin ngi tiu dng cho rng hng TQ c by bn rng ri d tm
mua v 24,2% kin cho rng hng TQ c qung co tuyn truyn rng ri.
Hng TQ khi v n Vit Nam th c cc u mi tch cc cho hng ti cc
ca hng, i l ln. C th mnh v vn, cc u mi ny thng cho bn hng
gi u cng n di ngy. Mi u mi thng cung cp nhiu mt hng nn ch
cn giao dch ti mt u mi l p ng mi nhu cu ca khch. Vi phng
thc kinh doanh ny, lng bn hng ca h kh ng c, giao dch ph khp
ni nn gn nh chim lnh th trng bnh dn.
Bn cnh nhng nguyn nhn c a ra ly kin trong ti, th
ngi tiu dng cn a ra thm nhng nguyn nhn sau l gii cho vic thc
phm ng hp TQ ang lm ma lm gi ti th trng Vit Nam:
Do s ham li nhun ca cc u mi, tiu thng ln nh v c trng v
u im ln nht ca thc phm TQ l mu m phong ph, mu sc bt mt, gi
rt r nn rt d bn mau thu hi vn v t sut sinh li rt cao khin mi ngi
bt chp kinh doanh m khng cn quan tm n cht lng v tc hi m hng
TQ mang li.
GVHD: L Th Diu Hin
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SVTH: Lu B t
Lun vn tt nghip
Do tnh hnh nhp lu v nhi cc thng hiu c uy tn ca Vit Nam v

nc ngoi. Thc t th hng TQ cng c nhiu cp i vi hng c cht lng
cao th c c quan chc nng cp giy chng nhn, cn i vi hng gi r
xut xong l chuyn ngay cho cc u mi bn qua bin gii, tun sang tiu
th Vit Nam nn gn nh khng chu s gim st no v mt cht lng.
Tnh trng cc c quan qun l nh nc hot ng chng cho, gim chn
ln nhau to k h cho thc phm TQ honh hnh.
4.4.4 Phn tch nhn t nh hng n mc hi lng ca ngi tiu
dng khi s dng thc phm TQ
4.4.4.1 H s tin cy Cronbach Alpha
Bng 4.12: Bng din gii cc bin nh hng n mc hi lng ca
ngi tiu dng khi s dng TPH ca Trung Quc
Bin
Din gii
X1
m bo dinh dng
X2
C ngun gc t nhin
X3
Thng tin v thnh phn ca sn phm
X4
Cng ngh ch bin
X5
Uy tn thng hiu
X6
Tnh tin li ca sn phm
X7
Hp khu v
X8
D tm mua
X9
Khng s dng ph gia cht bo qun
X10
Bit c xut x r rng ca thc phm
X11
C mc kim nh, chng nhn
X12
C ghi thi hn s dng r rng
X13
Thi gian bo qun lu
X14
Gi c hp l
X15
a dng v chng loi
X16
Mu sc, kiu dng bt mt
X17
X18
Do kin ca ngi trc
X19
c qung co rng ri
GVHD: L Th Diu Hin
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SVTH: Lu B t
Lun vn tt nghip
Kt qu kim nh cho thy hu ht cc bin u c h s tng quan bin

tng > 0,3 (xem phc lc 5), tr bin Mu sc, kiu dng bt mt c gi tr
Cronbach Alpha nu loi b bin l 0,926 ln hn h s Cronbach Alpha chung
l 0.922 nn s xem xt ngh loi b bin ny, vic loi b bin s lm tng
tin cy ca thang o tip tc tin hnh phn tch nhn t EFA.
Vi s liu thu thp v cc yu t nh hng n mc hi lng ca
ngi tiu dng i vi cc loi thc phm ng hp xut x t TQ gm 18 mc
hi theo thang im t 1 n 5 (vi 1: rt khng hi lng, 5 rt hi lng) th kt
qu cho thy 18 bin c rt trch thnh 3 nhm nhn t, h s ti ca cc bin
u ln hn 0.5 nn cc bin ny c ngha thc tin. H s KMO = 0,823>0,5
nn EFA rt ph hp vi d liu. Thng k Chi-square ca kim nh Bartlett
test =809,781 vi mc ngha 0,000, do vy cc bin quan st c tng quan vi
nhau. Phng sai trch t 67,69% th hin rng nhn t c rt ra gii thch
c 67,69% bin thin d liu. im dng Eigenvalue = 1,681>1 thang o
c chp nhn
Bng 4.13: Ma trn cc nhn t sau khi xoay
Bin
Cc bin
Tn bin
X1
m bo dinh dng
0.721
X2
C ngun gc t nhin
0.769
X3
Thng tin v thnh phn ca sn phm
0.792
X4
Cng ngh ch bin
0.752
X5
Uy tn thng hiu
0.697
X9
Khng s dng ph gia cht bo qun
0.854
X0
Bit c xut x r rng ca thc phm
0.865
X11
C mc kim nh, chng nhn
0.799
X12
C ghi thi hn s dng r rang
0.777
X13
Thi gian bo qun lu
0.510
X6
Tnh tin li ca sn phm
0.602
X8
D tm mua
0.707
X14
Gi c hp l
0.817
X15
a dng v chng loi
0.822
X7
Hp khu v
GVHD: L Th Diu Hin
0.501
57
SVTH: Lu B t
Lun vn tt nghip
X17
0.844
X18
Do kin ca ngi trc
0.856
X19
c qung co rng ri
0.733
- Gi tr Eigenvalue
8,079
2,426
1,681
- Phng sai trch
44,88
58,36
67,69
- Gi tr Cronbach Alpha
0,922
3 nhm nhn t c rt trch bao gm:

Nhm nhn t F1 bao gm nhiu bin th hin mc nh hng n
tiu ch la chn thc phm ng hp c cht lng nn nhm ny c t tn
l nhm Cht lng v v sinh an ton thc phm phm tng quan mnh vi
cc bin sau: X1: m bo dinh dng, X2: C ngun gc t nhin, X3: Thng
tin v thnh phn sn xut sn phm, X4: Cng ngh ch bin, X5: Uy tn thng
hiu, X9: Khng s dng ph gia, cht bo qun, X10: Bit c xut x r rng
ca thc phm, X11: C mc kim nh chng nhn ca c quan chc nng,
X12: C ghi thi hn s dng trn bao b sn phm, X13: thi gian bo qun lu
Nhm nhn t F2 c t tn l Gi c v tin ch ca sn phm c
tng quan cht ch vi cc bin X6: Tnh tin li ca sn phm, X8: D tm
mua, X14: Gi c hp l, X15: a dng v chng loi
Nhm nhn t F3 c t tn l Cm nhn v phng thc tip cn
c tng quan mnh m vi cc bin sau X7: Hp khu v, X17: Da vo thi
quen s dng, X18: Do kin ngi s dng trc, X19: c qung co, tuyn
truyn rng ri
Bng 4.14 : Thng k m t mc hi lng ca ngi tiu dng

Nhm nhn t
Ti thiu
Ti a
Trung
lch
bnh
chun
Cht lng v VSATTP
1,30
4,70
2,9010
0,77519
Gi c v tin ch sn phm
3,00
5,00
4,0434
0,56649
Cm nhn v phng thc tip cn
1,25
4,75
3,3367
0,68310
Vi thang o hi lng 5 mc ta c th thy c ngi tiu dng khng

hi lng v nhm yu t cht lng v VSATTP ca thc phm ng hp TQ
GVHD: L Th Diu Hin
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SVTH: Lu B t
Lun vn tt nghip
vi mc im trung bnh 2,901. Ngi tiu dng cm thy hi lng v yu t gi

c v tin ch sn phm v s a dng ca mu m, chng loi nn h c nhiu s
la chn vi cc mc gi cnh tranh (4,043). Yu t cm nhn v phng thc
tip cn 3,336 mc bnh thng.
4.4.4.2 M hnh hi quy Binary Logistic
nh gi mc hi lng ca ngi tiu dng v cc yu t khi s dng
thc phm ng hp c ngun gc, xut x t TQ ta s dng m hnh hi quy
Binary logistic nh sau:
Y = B0 + B1F1 + B2F2 + B3F3
Vi:
F1: Cht lng v v sinh an ton thc phm
F2: Gi c v tin ch sn phm
F3: Cm nhn v phng thc tip cn
Bi: L h s ca Fi
Y: l s hi lng ca ngi tiu dng v Y nhn gi tr t 0 n 1
Nu Y ln hn hoc bng 0.5 u c ngha l ngi tiu dng cm thy
hi lng v cc thuc tnh m thc phm ng hp Trung Quc mang li.
Nu Y nh hn 0.5 th c th kt lun rng ngi tiu dng cha cm thy
hi lng v cc thuc tnh m thc phm ng hp Trung Quc mang li.
Kt qu ca hi qui Binary Logistic
Kt qu bng 4.16 cho thy ph hp tng qut c mc ngha quan st
sig. = 0,000 nn ta bc b H0: B0 = B1 = B3 . Ngha l t hp lin h tuyn
tnh ca ton b cc h s trong m hnh c ngha trong vic gii thch cho bin
ph thuc, gi tr - 2Log Likelihood = 112,67 v Nagelkerke R Square = 26,1%
cho thy 26,1% bin ph thuc Y c gii thch bi cc bin c lp X.
Bng 4.15: Kim tra mc chnh xc ca d bo
D bo
Quan st
La chn
Khng hi lng
La chn
Khng hi lng
Hi lng
Phn trm
Hi lng
46
10
82,1
17
25
59,5
72,4
GVHD: L Th Diu Hin
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SVTH: Lu B t
Lun vn tt nghip
Mc chnh xc ca d bo c th hin qua bng Classification, bng

ny cho thy trong 63 trng hp khng hi lng vi thc phm ng hp ca
TQ m hnh d on ng 46 trng hp t l trng l 82,1%. Cn i vi 25
trng hp hi lng vi vic s dng cc loi thc phm ng hp ca TQ th
m hnh d on sai 10 trng hp t l trng l 60%. T ta tnh c t l
d on ng ca m hnh l 72,4%
Bng 4.16 th hin kt qu ca kim nh Wald (kim nh gi thuyt hi
quy khc khng). Nu h s hi quy B0 v B1 u bng 0 th t l chnh lch
gia cc xc sut s bng 1, tc xc sut s kin xy ra hay khng xy ra nh
nhau, lc m hnh hi quy khng c tc dng d on.
Bng 4.16: Kt qu kim nh Wald v ngha ca h s hi qui
Bin gii thch
S.E.
Wald
Sig.
F1:Cht lng v VSATTP
0,974
0,258
14,279
0,000*
F2:Gi c v tin ch sn phm
0,114
0,232
0,239
0,625
F3:Cm nhn v phng thc tip cn
0,472
0,278
2,880 0,090***
-,345
0,231
2,224
Hng s
0,136
S mu
98
sig.
0,000
-2Log Likelihood
112,67
Nagelkerke R Square
0,261
Ghi ch *,**,*** ln lt l mc ngha 1%, 5%, 10%
Da vo kt qu trn ta c m hnh hi qui:

Y = -0,345 + 0,974*F1 + 0,472*F2
Kt qu phn tch trn ta thy h s tng quan ca cc nhn t ct B, gii
thch s nh hng ca cc nhn t n mc hi lng ca ngi tiu dng khi
s dng cc loi thc phm ng hp TQ. Tt c cc h s ny u ln hn 0 v
th cho thy n c tc ng lm tng mc hi lng ca ngi tiu dng.
Yu cht lng, VSATTP v cm nhn, phng thc tip cn tc ng
mnh n mc hi lng ca ngi tiu dng khi s dng cc loi thc phm
ng hp do TQ sn xut trong th yu t cht lng v VSATTP c tc ng
mnh hn. C th tc ng bin ca cht lng v VSATTP ln mc hi lng
GVHD: L Th Diu Hin
60
SVTH: Lu B t
Lun vn tt nghip
ca ngi tiu dng xc nh vi xc sut ban u l 0,5 th tc ng ny bng

0,5*(1-0,5)*0,974 = 0.244, cn i vi yu cm nhn v phng thc tip cn c
tc ng bin l 0.118
4.5 NHN XT CA NGI TIU DNG TRONG VIC SO SNH
GIA THC PHM NG HP CA VIT NAM V THC PHM
NG HP CA TRUNG QUC
Trong 120 i tng tham gia phng vn th c 98 i tng a ra nhn
nh ca mnh v vic so snh gia thc phm ng hp do VN sn xut v TQ
sn xut, 22 i tng cn li v cha s dng cc loi thc phm ng hp do
TQ sn xut nn khng a ra nhn nh. V kt qu iu tra nh sau:
4.5.1 V cht lng sn phm
Bng 4.17: So snh v cht lng sn phm

Tiu ch so snh
Trung Bnh
lch chun
ngha
Dinh dng
3,621
0,892
Tt hn
Ngun gc TN
3,683
0,794
Tt hn
Sd ph gia, cht bo qun
3,540
0,748
Tt hn
TG bo qun
3,193
0,741
Bng nhau
Cng ngh ch bin
3,071
0,852
Bng nhau
Hp khu v
3,816
0,841
Tt hn
V vic m bo cht dinh dng c trong thc phm ng hp th c

37,5% ngi tiu dng cho rng thc phm ng hp ca VN sn xut th m
bo dinh dng tt hn hng ca TQ, 10,8% cho rng rt tt hn. C ti 26,7%
ngi tiu dng cho rng vic m bo cht dinh dng c trong thc phm
ng hp ca VN v TQ l nh nhau, khng c s chnh lch. S ngi cho rng
thc phm ng hp ca VN sn xut hon ton khng tt so vi ca TQ chim
t l rt thp 2,5%. Mc im trung bnh t c l 3,612 cho thy nhn nh
chung ca ngi tiu dng cho rng thc phm ng hp do VN sn mc tt
hn so vi ca TQ. iu ny cho thy ngi tiu dng vn tin tng vo cc sn
phm ni a y l mt li th m cc doanh nghip sn xut trong nc cn
pht huy.
GVHD: L Th Diu Hin
61
SVTH: Lu B t
Lun vn tt nghip
V ngun gc t nhin ca thc phm c ti 43,3% ngi tiu dng cho

rng vic s dng nguyn liu u vo ch bin cc loi thc phm ng hp
do VN sn xut th m bo ti, ngon, an ton tt hn so vi ca hng TQ,
s ngi cho rng l rt tt hn chim t l 9,2%, 25% ngi c kin l bng
nhau. Bn cnh , cng c mt s quan im cho rng vic m bo ngun gc
t nhin ca cc loi thc phm ng hp do VN sn xut th hon ton khng
tt hn so vi hng TQ, v thc t ti VN cc loi dch bnh xut hin gia cm,
gia sc u bng pht. Mt s nh sn xut VN vn xem nh vn v sinh
an ton thc phm v sc kho ca ngi tiu dng vn s dng cc loi nguyn
liu u vo nhim bnh hay cc loi thuc tng trng, kch thch trong thc
vt sn xut ra thnh phm. y l vn m cc c quan chc nng, cc
doanh nghip sn xut ca VN cn phi ch trng trong tnh hnh dch bnh trn
lan.
V vn s dng ph gia, cht bo qun trong sn xut th nhn nh
chung ca ngi tiu dng vn l thc phm ng hp ca VN m bo tt hn
so vi ca TQ vi mc im trung bnh l 3,54. Trong c 38,6% ngi cho
rng l tt hn v s ngi tiu dng cho rng vic m bo khng s dng ph
gia, ho cht trong sn xut gia sn phm ca VN v TQ l nh nhau chim t
l 32,5%. Ngi tiu dng khng my xa l v bng hong v nhng thng tin
thc phm c cha cht c khng c php s dng trong sn xut thc phm
c pht hin ti TQ c bit nghim trng l v sa nhim melamin gn y
nhng ti th trng VN th nhng v vic tng t cng c phanh phui
hng lot nh nc tng c cha 3-MCPD, cc loi hng the, formol trong
ch la,bncng lm ngi tiu dng lo s v mt lng tin vo cc sn
phm ni a. Nu tnh hnh ny khng c cc doanh nghip VN sm khc
phc th sn phm gia VN v TQ s tng ng v ngi tiu dng s quay
lng li vi hng VN.
Thi gian bo qun thc phm ca cc loi thc phm ng hp do VN sn
xut theo nhn nh chung ca ngi tiu dng l bng so vi ca TQ sn xut
vi mc im trung bnh l 3,193.
V cng ngh ch bin s ngi tiu dng cho rng cng ngh ch bin ca
VN thua km so vi TQ chim t l l 24,2%, 30% cho rng l bng nhau. V
GVHD: L Th Diu Hin
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SVTH: Lu B t
Lun vn tt nghip
mc im trung bnh t c yu t ny l 3,071 c ngha l cng ngh ch

bin ca VN cng ging nh ca TQ. Cc doanh nghip sn xut thc phm ca
VN vn cn s hu cng ngh ngho nn, lc hu, th cng a n cht lng
khng cao, sn phm to ra khng nhiu. c bit l i vi cc loi thc phm
ng hp nh bnh, mc, koang c sn xut i tr khng dy chuyn,
my mc, thit b th s, d bn gn y nht l v pht hin c s sn xut du
bn cung cp hng nghn lt du n bn ra th trng vi cng ngh sn xut cc
k nguy him.
Hp khu v s ngi cho rng thc phm ng hp do VN sn xut c
khu v rt hp vi ngi tiu dng so vi ca TQ sn xut chim t l 17,5%,
43 ngi (35,8%) cho rng tt hn. y chnh l u im v li th ca cc
doanh nghip VN, hiu r khu v tng vng min, vn ho m thc ca tng a
phng cn c pht huy.
4.5.2 V gi c
Bng 4.18: So snh v gi c
Trung Bnh
Gi c
3,683
lch chun
0,7264
C n 50,8% ngi tiu dng cho rng gi ca cc loi thc phm ng

hp do VN sn xut cao hn so vi hng TQ, 7% ngi cho rng l rt cao hn,
18,3% ngi cho rng l bng nhau. Mc im trung bnh t 3,683 cho thy mt
bng gi chung ca VN ang cao hn so vi hng ca TQ sn xut. Thc t th
khng phi hng VN c mc gi cao m v do hng ho TQ t trn vo VN
bng nhiu cch khc nhau c bit l tnh hnh nhp lu, TQ c li th v qui
m sn xut nn khi vo th trng VN gi c hng ho tr nn r hn nhng
tng xng vi mc gi th cht lng hng ho cng khng tt. Mt s c s
nh l ca VN v mun cnh tranh nn h gi thnh thp hn hu qu l gi
vn khng th r hn so vi hng TQ nhng cht lng th ngy cng km i.
y l vn m cc doanh nghip sn xut cn xem xt trc a ra gii php
phi lm sao va tha mn c li ch ca doanh nghip va m bo cht
lng cho ngi tiu dng.
GVHD: L Th Diu Hin
63
SVTH: Lu B t
Lun vn tt nghip
4.6 NH GI CHUNG HNH VI CA NGI TIU DNG I VI

CC LOI THC PHM NG HP XUT X T TQ
Kt qu iu tra cui cng v quyt nh la chn cc loi thc phm ng
hp c xut x t TQ ca ngi tiu dng cho thy:
Ngng khng s dng tip

32%
38%
Vn s dng bnh thng

Vn s dng nhng hn ch
3%
27%
Chuyn sang dng hng Vit

Nam
Biu 4.5: Quyt nh s dng tng lai

Trong tng s ngi tham gia phng vn th c 31,7% a ra quyt nh l
ngng s dng i vi cc loi thc phm ng hp c xut x t TQ trc tnh
hnh nhng thng tin v nhng loi thc phm khng an ton, gy hi cho sc
kho ang xut hin trn lan v khng kim sot c m n c xut pht t TQ.
C 3,3% ngi cho rng h khng b tc ng vi nhng thng tin trn v h vn
tip tc s dng bnh thng, y l s ngi c mc s dng cc loi thc
phm ng hp TQ kh thng xuyn v l nhng tiu thng bun bn kinh
doanh nh nn cc mt hng ca TQ c h a chung v gi r, d tiu th. C
26,7% ngi cho rng h s vn tip tc s dng nhng vi s lng hn ch
hn v c chn lc k, 38,3% ngi tiu dng quyt nh chuyn sang s dng
hng ca Vit Nam.
Nu b qua kin ca nhng ngi ngng s dng hng TQ v khng bit
trong tng lai h s dng loi sn phm no th ta c th thy gia s lng
ngi quyt nh chuyn sang hng VN v s ngi quyt nh vn dng hng
TQ th con s ny chnh lch khng nhiu khong 10 ngi. Kt qu ny cho
thy hng VN vn cha to c lng tin ngay i vi ngi tiu dng ni a,
cn i vi hng TQ mc d c nhiu tai ting nhng vn c nhiu ngi s
dng. Vy ti sao ngi Vit Nam li khng s dng hng Vit Nam? tr li
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cu hi ny th ta hy xem li nhn nh chung ca ngi tiu dng VN i vi

hng TQ:
+ Phn ln ngi tiu dng cm thy hi lng v gi c ca hng TQ mt
trong nhng yu t rt quan trng i vi mt t nc ang pht trin nh Vit
Nam, cn v mu m, chng loi th hng TQ rt a dng v phong ph c th
p ng mi loi i tng t tr em n ngi ln v h cng cm thy hi lng
v yu t ny.
+ i vi vn cht lng v v sinh an ton thc phm c rt nhiu
kin a ra rng h nh ng gia hai sn phm c ngha l thc t th sn
phm ca VN cng gn nh tng ng so vi ca TQ cht lng cng khng r
rng, vn chy theo li nhun c xu hng nh hng TQ, cng c cha cht gy
hi cho sc kho, qun l ca c quan chc nng vn cn lng lo.
+ Hng TQ th to c mng phn phi rng khp cn hng VN th b p
o ngay trn sn nh khng cnh tranh li.
y l nhng yu t gip hng TQ vn cn ch ng trn th trng VN v
y cng chnh l nhng yu im m ngnh sn xut thc phm ng hp mc
phi. Trong tng lai cc doanh nghip VN nn c gii php khc phc, sa cha
v tm ra hng i mi m bo cht lng tt hn nhng gi c cnh tranh
hn.
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TM TT CHNG 4
Hnh vi tiu ca ngi tiu dng TP.Cn Th i vi cc loi thc phm
ng hp ca TQ c trnh by trong chng 4 vi nhng ni dung chnh: cc
nhn t nh hng n quyt nh mua ca ngi dn i vi cc sn phm ca
TQ, s nhn bit ca ngi tiu dng v nguyn nhn cc sn phm ca TQ c
ngi tiu dng s dng, nh gi mc hi lng sau khi s dng sn phm,
cui cng l so snh cht lng v gi c ca cc loi thc phm ng hp do
VN v TQ sn xut.
Cc nhn t nh hng n quyt nh la chn thc phm ng hp ca
TQ kt qu cho thy c 4 nhm yu t cht lng v VSATTP, gi c v tin ch
sn phm, cm nhn, phng thc tip cn u c nh hng n quyt nh la
chn ca ngi tiu dng vi mc im trung bnh gn tng ng nhau. Trong
, yu t gi c v tin ch c nh hng mnh nht n quyt nh la chn
ca ngi tiu dng i vi cc sn phm ca TQ. Qua y c th thy c, li
th mnh nht ca hng TQ chnh l s a dng v chng loi, mu sc hp
dn c bit l gi c rt r l nhng yu t thu ht i vi nhng ngi tiu
dng TP.Cn Th c mc thu nhp trung bnh kh.
S nhn bit ca ngi tiu dng i vi cc sn phm ca TQ c ti hn
99% ngi tiu dng bit n s c mt ca cc sn phm TQ trn th trng
VN. Trong , c 81,7% ngi dn s dng cc sn phm ca TQ vi mc
thng xuyn v trung bnh. Cho thy, cc mt hng ca TQ ang chim lnh th
phn rt ln trn th trng thc phm ng hp ca VN. V nguyn nhn ch
yu m cc mt hng ca TQ c ngi tiu dng TP.Cn Th s dng chnh l
nhng li th ca hng TQ l gi r ph hp vi thu nhp, sn phm a dng
v mu sc hp dn.
Trong cc yu t nh hng n mc hi lng khi s dng thc phm
ng hp ca TQ, qua phn tch m hnh hi qui Binary Logistic ta thy rng c
2 nhm yu t tc ng n mc hi lng ca ngi tiu dng l cht lng
v VSATTP, cm nhn v phng thc tip cn v tc ng cng chiu. Ngi
tiu dng khng hi lng v cht lng v vic m bo VSATTP ca cc sn
phm TQ. Theo ngi tiu dng nhn nh, cc sn phm ca TQ c cht lng
kh thp v khng an ton cho sc khe.
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So snh gia sn phm ca VN v ca TQ theo nh gi phn ln ca

ngi tiu dng th cc sn phm do VN sn xut c cht lng cao hn v m
bo VSATTP tt hn so vi sn phm ca TQ. Bn cnh , vn cn kin cho
rng thc phm ng hp ca VN c cht lng km tng ng vi hng TQ
do mt b phn cc nh sn xut nh l kinh doanh chy theo li nhun bt chp
sc khe ca ngi tiu dng. V gi c th sn phm ca VN sn xut c gi
bn cao hn hng ca TQ y l yu t rt quan trng m cc doanh nghip sn
xut ca VN cn xem xt iu chnh li cc sn phm ni a c tnh cnh
tranh hn.
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CHNG 5
MT S GII PHP NHM NH HNG PHT TRIN CHO
NGNH CNG NGHIP THC PHM NG HP VIT NAM
5.1 NHNG THUN LI V HN CH CA NGNH CNG NGHIP

5.1.1 Mt t c
Thc phm ng hp hin c tiu th rng ri v tr nn ph bin trong
nhng nm gn y.
Cc sn phm nng nghip trong nc a dng v phong ph to s n nh
v ngun cung ng nguyn liu u vo sn xut thc phm ng hp. y
mt th mnh quan trng trong giai on bt n ton cu hin nay.
C rt nhiu thng hiu c uy tn v m bo cht lng tt chim c
th trng trong nc nh trong nc nh bia Si Gn, ch gi Vissan, sa
Vinamilk,,bnh ko Kinh
Cc i siu th, siu th v ca hng bch ho hin ang rt ph bin Vit
Nam, phc v nhiu i tng khch hng khc nhau.
Gia nhp WTO vo thng 1/2007 s tip tc em li li nhun cho cc nh
xut khu Vit Nam; do dn dn loi b c cc ro cn th trng v hn ch
thng mi c thit lp nhm tng tnh cnh tranh.
Mc thu nhp gia tng v li sng thay i, nht l khu vc th, ko
theo nhu cu tiu dng v cc loi n nh, cc mt hng thc phm v tin li
tng cao.
Th trng trong nc rng ln, c hi xut khu tng, chi ph lao ng
thp cng vi s thnh cng trong t nhn ha cc cng ty thc phm em n
nhiu c hi u t hn ti Vit Nam.
Ngnh du lch ang pht trin mnh lm gia tng li nhun cho cc loi
hng ha ng gi tin li.
Xu hng chung m ngi tiu dng trn ton cu hin ny ang hng ti
l m bo sc kho, nm bt c c hi ny, cc nh sn xut thc phm ng
hp, ung lm a dng ha cc sn phm c li cho sc khe ngi tiu
dng.
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5.1.2 Mt cha t c
Ngnh cng nghip ch bin thc phm ng hp ca nc ta nhn chung
vn cn rt manh mn, ngoi tr mt s lnh vc ch cht chng hn nh b sa
v bnh ko.
Xt trong di hn, ngnh nng nghip ca Vit Nam b cho l qu chm
chp trong vic p dng nhng cng ngh mi cnh tranh vi cc nc khc
trn th gii, mc d Chnh ph ang n lc hin thc ha iu ny.
Mng li phn phi bn l ca Vit Nam vn cn km pht trin v cc
cng ty c xu hng m rng quy m cn phi u t vo pht trin c s h
tng cng nh m cc ca hng mi.
Thiu trnh cht xm v c s vt cht, trnh cng ngh thit b ca
ngnh ch yu nh gi chung l c, lc hu, khng m bo c cht lng
yu cu, nhiu sn phm ch bin truyn thng, ch bin th cng chim t trng
ln, v sinh thc phm km.
Hot ng marketing cha hiu qu. i th cnh tranh mnh v vn v k
thut, vic Vit Nam l thnh vin ca WTO c th s khin cc cng ty nh
khng kh nng tn ti trn thng trng ngy cng cnh tranh c lit.
Ch s CPI 6 thng u nm 2011 tng rt cao lm gi c hang ha tng ln,
ngi tiu dng c xu hng tht cht chi tiu.
Vic tng chi ph nguyn liu u vo nh hng ti li nhun v trong th
trng cnh tranh ny sn phm no c gi qu cao cng kh c ngi tiu
dng chp nhn.
C s chnh lch ln v thu nhp gia cc khu vc thnh th v nng thn,
to ra s khc bit v tiu dng theo thu nhp.
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5.2 NHNG GII PHP GIP NGI TIU DNG TP.CN TH

NGY CNG U TIN S DNG SN PHM CA VIT NAM
Da vo nhng mt t c v cha t c ca ngnh cng nghip thc
phm ng hp ca VN v kt qu phn tch t chng 4 kt hp vi ly kin
trc tip ca ngi tiu dng v cc gii php tc gi a ra c nhng gii
php gip cc doanh nghip VN sn xut ra nhng sn phm cht lng, c tnh
cnh tranh gip ngi tiu dng s dng v tin tng vo hng VN, h tr
chng trnh ngi Vit u tin dng hng Vit.
Gii php 1: Pht trin sn phm theo hng nng cao cht lng
Pht trin h thng m bo cht lng sn phm gm hon thin h thng
o lng thc phm v nh lng khi lng. M rng ng dng cc h thng
tiu chun cht lng nh ISO 9000, ISO 9002, ISO 14000, GMP, HACCP trong
cc c s sn xut ch bin thc phm.
Thc y cng tc o to ngun nhn lc nhm nng cao trnh cho i
ng lao ng trc tip sn xut ch yu l kin thc v v sinh an ton thc
phm.
Hng ng Thng hng ng v v sinh an ton cht lng thc phm
thng xuyn thanh tra, kim tra nhm nh gi thc trng cng tc qun l nh
nc v cht lng v sinh an ton thc phm, kp thi pht hin v xut cc
gii php tng cng qun l v cht lng v sinh an ton thc phm, m bo
v sinh an ton v nng cao cht lng thc phm tiu dng trong nc v xut
khu. i tng c thanh kim tra l mt s c s sn xut, nhp khu, kinh
doanh thc phm c nguy c cao v v sinh an ton thc phm.
Gii php 2: Pht trin sn phm cht lng cao
Cc doanh nghip sn xut thc phm ng hp nn u t thm cho b
phn nghin cu v pht trin nhm nghin cu tt hn c im, khu vtng
vng min a ra c nhng nhng loi thc phm ng hp c sn mang tnh
c trng, ph hp vi nhu cu, s thch ca mi i tng tiu dng.
Pht trin cc sn phm cht lng cao: theo xu hng pht trin ca x hi
con ngi ngy cng c nhu cu cao hn trong vic la chn cc loi thc phm
ng hp p ng nhu cu tiu dng. c bit l cc th, thnh ph ln nhu
cu v cc sn phm cht lng cao l rt ln, do cc doanh nghip cn ng
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dng nhng tin b khoa hc sn xut ra nhng loi thc phm ng hp cao
cp dnh cho ngi c thu nhp cao v xut khu nh cc sn phm ru, bia,
sa, bnh ko cao cp.
Gii php 3: Pht trin th trng
pht trin th trng u tin cc doanh nghip trong nc cn phi a
dng ha mu m, chng loi sn phm nhm a dng ha i tng khch hng.
Cn to ra cc cc loi thc phm ng hp vi mt dng v ti ngon hn, bt
mt hn, cho ngi tiu dng c nhiu la chn hn. Nhng mu m c cn
c thay th bng nhng thit k mi nhng vn gi c nhng gi tr ct li
ca nhn hiu quen thuc vi ngi tiu dng v c tn nhim trn ton quc.
Thc y cng tc xc tin thng mi v m rng th trng tiu th trong
nc v xut khu sang cc th trng ln nh EU, Nht Bn. Xy dng mng
thng tin v th trng tiu th sn phm ch bin thc phm v cc dch v
thng mi in t.
Tng cng hp tc vi cc Hip hi ngnh ngh trong v ngoi nc, gip
to thm sc mnh cho doanh nghip theo phng chm bun c bn, bn c
phng nhm tng nng lc cnh tranh ca doanh nghip trn th trng th
gii.
Gii php 4: tng cng u t i mi cng ngh nhm ci tin qui trnh
ch bin
y mnh u t i mi my mc thit b, cng ngh hin i nhm nng
cao cht lng sn phm. p dng gii php thu mua my mc thit b bn t
ng trong doanh nghip. i mi cng ngh thit k ch to, thit b ng bao
gi, thit b chit rt thc phm.
Tch cc trin khai ng dng cng ngh thng tin vo hot ng ca doanh
nghip nh ng dng ERP (h thng phn mm qun tr doanh nghip) nhm
gim tht thot trong hot ng. V d ngnh ung l mt trong nhng ngnh
kinh doanh c th, bi nh sn xut sau khi bn sn phm th thu hi v chai
ti s dng. H phi u t mt khon kinh ph kh ln cho v chai, nu khng
qun l c vic thu hi, s dng li th doanh nghip s b tht thot v vn.
Gim tht thot vn ch l mt trong nhng hiu qu m vic ng dng ERP
mang li cho cc doanh nghip ngnh gii kht.
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Chin lc 5: Chin lc cnh tranh v gi

Bn cnh vic a dng ha sn phm, gi c l yu t quan trng ngi
tiu dng Vit Nam xch li gn hn vi sn phm ni a, do cc doanh
nghip cn a ra cc dng sn phm c gi c ph hp vi tng i tng c
thu nhp khc nhau, gi c phi linh ng tng thi im.
Phn ln ngi tiu dng Vit Nam c bit l ti Cn th thu nhp vn
mc trung bnh v vy khi nh gi sn phm doanh nghip cn a ra mc gi
cnh tranh ph hp vi nhm i tng ln khch hng ny nhng vn phi
m bo mc cht lng tt th mi c th cnh tranh li hng Trung Quc. Bn
cnh , cng cn a ra nhng sn phm cht lng cao vi gi cao nhm p
ng nhu cu cho nhng tng lp c thu nhp kh tr ln.
Gii php 6: m rng mng li phn phi
Trong vic xy dng k hoch marketing th h thng phn phi ng vai
tr l khu cui cng v im th hin ton b gi tr hnh nh, phong cch,
cht lng, sn phm ca mt thng hiu. Ngi tiu dng Vit Nam ang
chuyn i dn thi quen mua sm t cc ch, ca hng tp ha sang siu th,
ca hng ln v cc trung tm mua sm. Trc xu hng cc knh phn phi bn
l truyn thng s b thu hp dn, nhng ch cho cc knh mua sm hin i
nhiu doanh nghip sm quan tm n vic u t, xy dng v pht trin
mng li phn phi hng ha. Tuy nhin, trong giai on hin nay cc doanh
nghip mi ch tp trung pht trin h thng phn phi hin i ti khu vc thnh
th, h thng bn hng ca doanh nghip ti nng thn cha c bao kn v hot
ng km hiu qu.
Xy dng cc chui ca hng i l, bn cnh a sn phm vo h
thng cc siu th trong c nc, tip tc duy tr mi quan h tt vi lnh o ca
cc siu th CoopMart, Maximax, Big Cv phi tip tc t gian hng trong
cc siu th ny v ngoi vn doanh s bn hng cao cn gip khng nh c
hnh nh v v tr thng hiu trn thng trng.
Gii php 7: Kt hp v pha sau, kim sot ngun nguyn vt liu
Cc doanh nghip nn u t xy dng trung tm, cc trm cung cp cy
ging, con ging m bo ngun nguyn liu u vo n nh trnh c
nhng bin ng ca th trng v m bo cht lng tt cht lng tt. p
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dng nhng k thut tin tin nhm x l rau, qu sau khi thu hoch c bo
qun tt gim t l h hao v vn m bo ti khi ch bin thnh cc loi
thc phm ng hp nh mng bn thm BOQ -15 (Vin c in Nng nghip
v Cng ngh sau thu hoch ) nghin cu, sn xut, mng Chitosan y l sn
phm v quy trnh cng ngh do cc cn b khoa hc ca Vin nghin cu cy n
qu min Nam v Vin nghin cu v Pht trin Cng ngh Sinh hc ( Trng
i hc Cn Th) nghin cu thnh cng trong vic bo qun cc loi qu ti
sau thu hoch. Quy hoch vng nguyn liu cung cp nng sn c cht lng cao
cho ch bin thc phm, m bo t tiu chun c ch bin su.
Pht trin chui cung ng thc phm an ton gia cc doanh nghip ch
bin, cung ng thc phm n tay ngi tiu dng. Vic hp tc nhm khai thc
v pht huy th mnh ca cc bn xy dng v pht trin chui lin kt t
thc n chn nui/ ging, phn bn n h thng trang tri git m/trng trt, ch
bin-cung ng cc sn phm nng sn cht lng cao, m bo an ton thc
phm t cc tiu chun quc t vi nng sut cao, em li hiu qu cao nht cho
cc bn tham gia ng thi gp phn pht trin ngnh chn nui, trng trt trong
khu vc v cung cp cc sn phm thc phm cht lng cao, an ton cho x
hi.
Cung cp thc n chn nui/phn bn
TT cung cp ging vt nui/cy trng
Trang tri trng trt, chn nui

Cung ng
Cung ng
DN ch bin, sn xut TPH
Knh phn phi: ch, siu th
NGI TIU
DNG
Hnh 5.1: Chui cung ng thc phm ng hp an ton

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Gii php 8: tng cng hot ng qung co, qung b thng hiu
cc thng hiu ni a c ngi tiu dng bit n cn phi c chin
lc qung b thng hiu ph hp nhm a hnh nh thng hiu Vit i su
vo tm tr ngi tiu dng. vic qung co tuyn truyn hiu qu cc doanh
nghip cn phi bit c nhng knh truyn thng no ngi tiu dng quan
tm nhiu t a qung co ng vo s quan tm ny. Tng cng qung
co trn cc phng tin nh:
Qung co trn truyn hnh:truyn hnh l knh truyn thng thng dng v
ph bin nht i vi mi ngi, v th m vic chn la knh truyn hnh c
nhiu ngi tiu dng u tin xem qung co th hiu qu qung b, tuyn
truyn ca n rt cao, thng tin sn phm d dng tip cn vi ngi tiu dng.
Qung co trn bo tp ch: la chn nhng loi bo c s lng c gi
ln tuyn truyn, qung b th xc sut ngi tiu dng bit n l rt cao.
Qung co trn mng: ngy nay vi tc pht trin ca internet n kt
ni c mi ngi v tr thnh knh truyn ti khng l. y l knh truyn ti
thng tin v cng hu hiu nhng li t tn km chi ph hn. Do cc doanh
nghip cn y mnh xy dng, thit k website, ng k tn min hnh nh,
tn tui ca doanh nghip c ng o ngi tiu dng bit n.
T chc cc chng trnh nh cc game show m thc trn truyn hnh,
ng k ti tr cho nhng chng trnh c ng o lng khan gi n xem,
tham gia cc hi ch ngi tiu dng bit n thng hiu ca doanh
nghip.
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CHNG 6
KT LUN V KIN NGH
6.1 KT LUN
Mc tiu chnh ca ti l nghin cu hnh vi tiu dng ca ngi dn
trn a bn thnh ph Cn Th i vi cc loi thc phm ng hp xut x t
TQ, nhn nh ca ngi tiu dng i vi thc phm ng hp do VN sn xut
so vi hng TQ t c th a ra c nhng gii php cho cc doanh nghip
sn xut ra nhng sn phm c cht lng cao gip ngi tiu dng TP.Cn Th
u tin s dng i vi cc loi thc phm ng hp do cc doanh nghip VN
sn xut. Kt qu kho st, ly kin ngi tiu dng da trn cc cu hi Liker
5 mc cho thy khi quyt nh mua mt sn phm ng hp ca TQ th yu t
cht lng, VSATTP; yu t gi c, tin ch ca sn phm; yu t cm nhn v
phng thc tip cn tc ng n hnh vi ca ngi tiu dng. c bit ngi
tiu dng ngy nay rt chu n vn m bo sc khe, s dng cc loi thc
phm ng hp thay th, b sung thm dinh dng, gip tit kim thi gian
nhng phi m bo cht lng tt nn yu t cht lng, v sinh an ton thc
phm ca cc loi thc phm TQ rt c ngi tiu dng quan tm v nhng
thng tin v cc loi thc phm khng an ton c cha phm mu, ph gia, ha
cht gy nh hng nghim trng n sc khe ca ngi tiu dng ang c
phanh phui v pht hin vi nhiu loi mt hng thc phm ca TQ.
Theo ngi tiu dng nhn nh th nguyn nhn ch yu m thc ca TQ
c mt ti th trng VN l v gi c rt r v s a dng v mu m chng loi
ph hp vi i tng tiu dng c mc thu nhp trung bnh kh chim phn
ng ti VN. V kt qu nh gi thc t v mc hi lng ca ngi tiu dng
i vi cc sn phm TQ cho thy rng ngi tiu dng Cn Th cm khng
hi lng i vi cht lng v v sinh an ton thc phm (im trung bnh
2,901), h ch cm thy hi lng v yu t gi c v tin ch ca sn phm (im
trung bnh 4,043).
Theo nh gi chung ca ngi tiu dng th cht lng ca cc loi thc
phm ng hp ca VN tt hn so vi ca TQ ring ch c yu t cng ngh ch
bin l gn nh nhau gia hai quc gia, cng ngh ch bin thc phm ca VN
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vn cn th s, th cng, khng m bo v sinh c bit l i vi cc h kinh

doanh sn xut nh l. V gi c th nhn chung gi c ca hng VN c nh
gi l cao hn so vi ca TQ, v cc doanh nghip ca TQ bit tn dng li th
v qui m, chp nhn gi r nhm chim lnh th trng.
Tm li, gip ngi tiu dng s dng cc sn phm ni a nhiu hn
th cc doanh nghip sn xut nn tip tc a dng ha sn phm theo hng
nng cao cht lng sn phm m rng th phn, khc phc nhng khuyt
im ang tn ti, khng nn qu chy theo vn li nhun, a ra mc gi c
cnh tranh hn c th ginh li nhng phn khc b mt.
6.2 KIN NGH
6.2.1 i vi UBND thnh ph Cn Th v cc S ngnh
B tr mt bng xy dng cm cng nghip chuyn ngnh ch bin
thc phm; h tr mt bng, kinh ph S Cng nghip thnh ph phi hp vi
Hi ch bin lng thc - thc phm thnh ph xy dng trung tm giao dch vt
t sn phm ngnh ch bin thc phm; h tr mt bng, nh cho cng nhn v
kinh ph S Lao ng - Thng binh - X hi thnh ph phi hp vi Hi ch
bin lng thc - thc phm Thnh ph xy dng Trung tm o to chuyn
ngnh ch bin thc phm; Hi ch bin lng thc thc phm TP.Cn Th gip
cc doanh nghip c cng ngnh hng lin kt vi nhau thnh nhng nhm chia
s thng tin, cng ngh, h tr cng tc th trng; gi vai tr u mi tip xc
vi Hip hi ch bin thc phm cc nc, cc t chc quc t.
Tng cng s lnh o ca ng i vi cng tc bo m an ton thc
phm, ch trng n vic qun trit su sc, nng cao nhn thc ca nhn dn v
tm quan trng ca an ton thc phm i vi i sng x hi, n sc kho con
ngi, s pht trin ni ging v pht trin kinh t-x hi ca t nc. Thng
xuyn ch trng vic lnh o, ch o cng tc bo m an ton thc phm
gp phn khng ngng nng cao cht lng cuc sng ca nhn dn; a cc
tiu ch v an ton thc phm vo k hoch pht trin kinh t-x hi ca a
phng.
Ch trng tng cng cng tc qun l nh nc v an ton thc phm, t
chc thc hin ng b hiu qu cc chnh sch v php lut v an ton thc
phm. Tng cng kim tra v gim st vic thc hin cc quy nh ca php
GVHD: L Th Diu Hin
76
SVTH: Lu B t
Lun vn tt nghip
lut lin quan n an ton thc phm. Kin quyt u tranh, x l nghim minh
cc trng hp vi phm. Cng c t chc v nng cao nng lc cho i ng cn
b lm cng tc qun l nh nc v an ton thc phm.
Tip tc a ra nhng chnh sch u i ca UBND thnh ph vi vic u
t pht trin ngnh ch bin thc phm ng hp trn a bn nh cc chng
trnh:
+ Vay vn u i thuc chng trnh kch cu thng qua u t
+ u i u t: theo Ngh nh 51/1999/N-CP ngy 08/07/1999 nh
nc cho hng u i u t. Vi cc chnh sch h tr nh min gim tin
thu s dng t cho d n, u i v thi gian v thu thu nhp doanh nghip,
min thu nhp khu my mc thit b, thu nhp c nhn, vay vn u i, hoc
c bo lnh tn dng...
+ H tr li sut sau u t: theo thng t 51/2001/TT-BTC ngy
28/06/2001 ca B Ti Chnh
6.2.2 i vi c quan qun l cht lng trn a bn thnh ph
Trin khai k hoch thanh tra, kim tra Thng hnh ng v cht lng
ATVSTP v tip tc theo di cnh bo nguy c mt an ton thc phm. Thanh
tra, kim tra nhm nh gi thc trng cng tc qun l nh nc v cht lng
v sinh an ton thc phm, kp thi pht hin v xut cc gii php tng
cng qun l v cht lng v sinh an ton thc phm, m bo v sinh an ton
v nng cao cht lng thc phm tiu dng trong nc v xut khu. i tng
c thanh kim tra l mt s c s sn xut, nhp khu, kinh doanh thc phm
c nguy c cao v v sinh an ton thc phm.
y mnh cng tc tuyn truyn gio dc gip cng ng quan tm n vn
cht lng v sinh an tan thc phm, c bit trch nhim ca doanh nghip
sn xut thc phm c c th ha hn bng nhng cam kt trc khi a hng
ha ra th trng lu thng. Phi hng dn v kim tra nghim ngt nh sn
xut trong khu x l rau qu, tht, trng, sa, thy sn theo ng tiu chun x
l, ch bin, cht ph gia v bao b ng gi.
6.2.3 i vi ngi tiu dng
Theo thng k ca ngnh y t, hin c nc c khong 10 triu h sn xut
thc phm nh l, trong 80% l khng m bo cc iu kin v v sinh an
GVHD: L Th Diu Hin
77
SVTH: Lu B t
Lun vn tt nghip
ton thc phm. iu ny cho thy nguy c mt an ton v v sinh trong sn

xut, lu thng v s dng thc phm hin nay l rt cao. V th gp phn
gim thiu tnh trng thc phm km phm cht, c nguy c gy c hi, ngoi
trch nhim v lng tm ca nh sn xut i vi cng ng, ngi tiu dng
cn phi trang b cho mnh nhng kin thc c bn nhn bit, phn loi thc
phm tht gi, hng km cht lng trc khi s dng. Rt nhiu ngi bit
cnh gic v bit chn nhng mt hng c nhn hiu v c by bn trong
cc siu th hoc cc ca hng c uy tn. Tuy nhin, h cn thng thi hn v
phi cnh gic trc vic thay i hoc lm nhn hiu gi, thn trng vi cc loi
thc phm khng r ngun gc.
6.3 HN CH V HNG NGHIN CU TIP THEO
Cng nh bt k mt ti nghin cu no cng u c mt hn ch ring
ca n, vi ti ny th cc mt hn ch l:
Mt l, cc thang o lng cc khi nim nghin cu ca tc gi da vo
cc c s l thuyt v tc ng thc t nhng vi trnh v kh nng c hn
nn chc chn thang o lng ny cn thit phi c xem xt them v thc hin
trn nhiu nghin cu na th mi khng nh c tin cy ca thang o.
Hai l, do hn ch v mt thi gian nn nghin cu ch thc hin ti a bn
qun Ninh Kiu, TP.Cn Th vi s lng mu 120 nn rt c th kt qu s
khng i din c cho ton b th trng, cn phi c nhng nghin cu tip
theo ti cc a bn, khu vc khc.
Ba l, ti thc hin vic nghin cu chung cho tt c cc mt hng thc
phm ng hp cha tp trung ring vo mt hng c th hay phn khc c th
no nn cha a ra c gii php c th cho tng ngnh hng. Do , cn c
nhng nghin cu tip theo cho tng ngnh hng thc phm ng hp ring l./.
GVHD: L Th Diu Hin
78
SVTH: Lu B t
Lun vn tt nghip
PHN PH LC
PH LC 1
BNG CU HI PHNG VN V YU T NH HNG N

QUYT NH LA CHN THC PHM NG HP
Xin cho ng/B, ti tn l hin l sinh vin thuc
khoa kinh t - QTKD ca Trng i hc Cn th. Ti ang Phn tch hnh vi
tiu dng ca ngi dn trn a bn qun Ninh Kiu, TP.Cn i vi thc phm
ng hp c ngun gc t Trung Quc. Rt mong ng/B vui lng dnh
khong 15 pht gip chng ti hon thnh cc cu hi c lin quan di y.
Ti rt hoan nghnh s cng tc ca ng/B v nhng cu tr li ca ng/B s
c gi b mt tuyt i.
1. PHN SNG LC
Cu 1: ng/B c s dng thc phm ng hp bao gi cha?
1. C
Tip tc
2. Khng Ngng
2. PHN NI DUNG CHNH

Cu 2: ng/B thng mua cc loi thc phm ng hp no sau y?
(ng/B c th chn nhiu cu tr li)
1. Thc phm ng hp ch bin t rau
2. Thc phm ng hp ch bin t qu
3. Thc phm ng hp sn xut t tinh bt
4. Thc phm ng hp ch bin t tht
5. Thc phm ng hp ch bin t thy sn
6. Thc phm ng hp ch bin t sa
7. Sn phm ung
8. Nguyn liu, gia v
9. Khc (ghi r)
Cu 3: ng/B mua thc phm ng hp bao nhiu ln/tun?
1. 1 2 ln
GVHD: L Th Diu Hin
3. 5 6 ln
79
SVTH: Lu B t
Lun vn tt nghip
2. 3 4 ln
4. Trn 6 ln
Cu 4: ng/B thng mua cc sn phm ng hp u?

1. Siu th
3. Ca hng tp ha
2. Ch
4. Khc
Cu 5: ng/B hy nh gi mc quan trng v tiu ch cht lng khi

chn mua cc loi thc phm ng hp?( ng/B vui lng nh gi tt c cc
yu ti)
1. Hon ton khng quan trng 2. Khng quan trng 3. Bnh thng 4. Quan trng
5. Rt quan trng
Mc quan trng v tiu ch cht

lng
Mc quan trng
1
1. m bo dinh dng
2. C ngun gc t nhin
3. Khng s dng ph gia,cht bo qun
4. Thi gian bo qun, lu tr lu
5. Cng ngh ch bin thc phm
6. Hp khu v
7. Thng tin khc:
Cu 6: Theo ng/B ti sao thc phm ng hp ca Trung Quc c mt rt

nhiu ti th trng Vit Nam?( ng/B c th chn nhiu phng n tr li)
1. Gi c rt r
2. a dng v chng loi
3. Mu sc, kiu dng bao b hp dn
4. c by bn rng ri, d tm mua
5. c qung co, tuyn truyn rng ri
6. Nhi cc thng hiu ni ting,uy tn khc
GVHD: L Th Diu Hin
80
SVTH: Lu B t
Lun vn tt nghip
Cu 7: Theo ng/B nhng yu t no di y nh hng n quyt nh

la chn thc phm ng hp ca anh/ch?( ng/B vui lng nh gi tt c
cc yu t)
1. Hon ton khng nh hng 2. Khng nh hng 3. Bnh thng 4. nh hng
5. Rt nh hng
Cc tiu ch nh gi
1. Uy tn thng hiu
2. m bo dinh dng
3. C ngun gc t nhin
4. Khng s dng ph gia, cht bo qun
5. Thi gian bo qun lu tr lu
6. Cng ngh ch bin
7. a dng v chng loi
8. Mu sc, kiu dng hp dn
10. Da vo thi quen s dng
11. Do kin ca ngi s dng trc
12. Bit c xut s r rng ca thc phm
13. Thng tin v thnh phn ca sn phm
14. Hp khu v
15. C mc kim nh, chng nhn ca c
quan chc nng

16. C ghi thi hn s dng r rng
17. D dng tm mua
18. Gi c hp l
19. Tnh tin li
Cu 8: ng/B hy cho bit s nhn din i vi cc loi thc phm ng hp

c xut x t Trung Quc hin ang c mt trn th trng Vit Nam?
1. Cha tng bit n
2. Bit n nhng cha tng s dng qua
3. Bit n v s dng nhng khng thng xuyn
GVHD: L Th Diu Hin
81
SVTH: Lu B t
Lun vn tt nghip
4. Bit n v s dng thng xuyn

Nu ng/B la chn phng n th 1 hoc 2 th b qua cc cu 9,10,11,12
Nu ng/B chn phng n 3,4 th tip tc tr li cc cu tip theo
Cu 9: ng/B hy so snh v tiu ch cht lng gia thc phm ng gi
ca Vit Nam so vi thc phm ng gi ca Trung Quc?( ng/B vui lng
nh gi tt c cc yu t)
1. Hon ton khng tt
2. Khng tt
4. Tt hn
3. Bng nhau
5. Rt
tt hn
Mc nh gi
Tiu ch cht lng
1. m bo dinh dng
2. C ngun gc t nhin
3. Khng s dng ph gia,cht bo qun
4. Thi gian bo qun, lu tr lu
5. Cng ngh ch bin thc phm
6. Hp khu v
7. Thng tin khc:
Cu 10: Theo ng/B th gi c gia thc phm ng gi ca Vit Nam so vi

Trung Quc chnh lch nh th no?
1.
2.
3.
Rt thp hn
Thp hn
Bng nhau
4.
5.
Cao hn
Rt
cao hn
Cu 11: ng/B hy cho bit mc hi lng khi s dng thc phm ng hp
ca Trung Quc?(ng/B vui lng nh gi tt c cc yu t)
GVHD: L Th Diu Hin
82
SVTH: Lu B t
Lun vn tt nghip
1. Rt khng hi lng 2. Khng hi lng 3. Bnh thng
4. Hi lng 5. Rt hi
lng
Cc tiu ch nh gi
I. Cht lng sn phm
1. m bo dinh dng
2. C ngun gc t nhin
3. Thng tin v thnh phn sx ca sn phm
4. Cng ngh ch bin
5. Uy tn thng hiu
II. Li ch sn phm
6. Tnh tin li ca sn phm
7. Hp khu v
8. D dng tm mua
III. V sinh an ton thc phm
9. Khng s dng ph gia, cht bo qun
10. Bit c xut x r rng ca thc phm
11. C mc kim nh, chng nhn ca c
12. C ghi thi hn s dng r rng trn bao b
13. Thi gian bo qun lu
IV. Gi c v mu m
14. Gi c hp l
15. a dng v chng loi
16. Mu sc, kiu dng bt mt
V. Phng thc tip cn
17. Da vo thi quen s dng
18. Do kin ca ngi trc
quan chc nng
GVHD: L Th Diu Hin
83
SVTH: Lu B t
Lun vn tt nghip
Cu 12: ng/B c hi lng vi cc loi thc phm ng hp ca Trung Quc

m ng/B s dng hay khng?
1. Hi lng
2. Khng hi lng
Cu 13: Nhng thng tin v cc loi thc phm nh hng khng tt n sc

khe ngi tiu dng c ngun gc t Trung Quc gn y nh hng n
quyt nh chn la thc phm ng hp ca ng/B nh th no?
1. Ngng khng tip tc s dng
2. Vn tip tc s dng bnh thng
3. Vn tip tc s dng nhng hn ch
4. Chuyn sang s dng hng Vit Nam cht lng cao
5. Khc (ghi r)..
Cu 14: Theo ng/B nhng khuyt im ca ngnh cng nghip thc phm
ng hp ca Vit Nam khin ng/B cha tin dng?(ng/B vui lng cho
bit l do)
.....................................................................................................................................
.....................................................................................................................................
Cu 15: Theo ng/B nhng gii php gip ngi Vit Nam ngy cng tin
dng v s dng nhiu hn thc phm ng hp ca Vit Nam?
1. Ci tin qui trnh, cng ngh ch bin thc phm ng hp
2. a dng ha chng loi sn phm
3. Nng cao cht lng v sinh an ton thc phm
4. Gi c cnh tranh hn
5. Tng cng qung co v sn phm
6. Khc (ghi r)
Trc khi kt thc, xin ng/B vui lng cho bit v thng tin c nhn
Cu 16: ng/B vui lng cho bit gii tnh?
1. Nam
2. N
Cu 17: Ngh nghip ca ng/B l g?

1. Hc sinh/Sinh vin
5. Cng nhn/Nhn vin
2. Cng chc/Vin chc
6. T kinh doanh/Bun bn nh
3. Cn b qun l
7. Ni tr
GVHD: L Th Diu Hin
84
SVTH: Lu B t
Lun vn tt nghip
4. Lm ngh t do
8. Khc:.
Cu 18: Vui lng cho bit, thu nhp mi thng ca ng/B mc?
1. Di 2 triu
3. Trn 4 n 6 triu
2. 2 n 4 triu
4. Trn 6 triu
Cu 19: Vui lng cho bit trnh hc vn ca ng/B?

1. Trn i hc
2. i hc cao ng
3. Trung cp chuyn nghip
4. Trung hc ph thng
5. Khc
GVHD: L Th Diu Hin
85
SVTH: Lu B t
Lun vn tt nghip
PH LC 2
S ln mua * ngh nghip Crosstabulation
Chi-Square Tests
Asymp. Sig. (2Value
df
sided)
Pearson Chi-Square
6.518a
12
.888
Likelihood Ratio
7.890
12
.794
.175
.676
Linear-by-Linear
Association
N of Valid Cases
120
Thu nhp * s ln mua Crosstabulation

Chi-Square Tests
Asymp. Sig. (2Value
df
sided)
Pearson Chi-Square
17.073a
.009
Likelihood Ratio
17.941
.006
7.942
.005
Linear-by-Linear
Association
N of Valid Cases
120
Tnh trng hn nhn * s ln mua Crosstabulation

Chi-Square Tests
Asymp. Sig. (2Value
df
sided)
Pearson Chi-Square
2.541
.281
Likelihood Ratio
2.500
.287
1.401
.236
Linear-by-Linear
Association
N of Valid Cases
GVHD: L Th Diu Hin
120
86
SVTH: Lu B t
Lun vn tt nghip
PH LC 3
Mc quan trng v tiu ch cht lng
Statistics
Phu
Valid
Dinh
Nguon goc
gia,hoa
Thoi gian
Cong
Hop khau
duong
TN
chat
bao quan
nghe
vi
120
120
120
120
120
120
Mean
4.3333
4.2667
4.4917
4.0750
4.1750
4.3833
Std. Error of Mean
.07035
.07074
.06373
.07775
.07359
.05939
Median
5.0000
4.0000
5.0000
4.0000
4.0000
4.0000
Std. Deviation
.77061
.77496
.69809
.85172
.80610
.65058
Minimum
2.00
2.00
3.00
2.00
2.00
3.00
Maximum
5.00
5.00
5.00
5.00
5.00
5.00
Missing
PH LC 4
Phn tch nhn t nh hng n quyt nh mua thc phm ng hp ca TQ
Reliability Statistics
Cronbach's
Alpha Based on
Cronbach's
Standardized
Alpha
Items
.863
N of Items
.867
19
Item Statistics
Mean
Std. Deviation
Thuong hieu
4.1333
.70928
120
Dinh duong
4.4333
.68272
120
Nguon goc TN
4.2667
.76404
120
Phu gia,hoa chat
4.3083
.79701
120
Thoi gian bao quan
3.9917
.88399
120
Cong nghe
3.9500
.80805
120
Chung loai
3.6250
.97068
120
Mau sac,kieu dang
3.3333
1.05586
120
GVHD: L Th Diu Hin
87
SVTH: Lu B t
Lun vn tt nghip
Quang cao
3.3750
1.00472
120
Thoi quen sd
3.7500
.99790
120
Y kien nguoi sd truoc
3.3667
.97819
120
Xuat xu SP
4.3250
.67566
120
Thanh phan SP
4.1750
.75217
120
Hop khau vi
4.2083
.78746
120
Moc kiem dinh
4.3000
.72876
120
Co ghi thoi han sd
4.3583
.74242
120
De tim mua
3.7833
.84200
120
Gia ca hop ly
4.0667
.79635
120
Tinh tien loi
3.9417
.86283
120
Item-Total Statistics
Corrected
Squared
Cronbach's
Scale Mean if Scale Variance if
Item-Total
Multiple
Alpha if Item
Item Deleted
Correlation
Correlation
Deleted
Item Deleted
Thuong hieu
71.5583
69.324
.330
.328
.861
Dinh duong
71.2583
67.403
.523
.493
.855
Nguon goc TN
71.4250
67.238
.471
.455
.856
Phu gia,hoa chat
71.3833
66.591
.500
.441
.855
Thoi gian bao quan
71.7000
66.313
.461
.379
.856
Cong nghe
71.7417
68.025
.379
.382
.860
Chung loai
72.0667
64.197
.552
.595
.852
Mau sac,kieu dang
72.3583
64.030
.508
.640
.855
Quang cao
72.3167
63.966
.545
.563
.853
Thoi quen sd
71.9417
67.736
.304
.421
.864
72.3250
66.709
.379
.453
.860
Xuat xu SP
71.3667
68.654
.412
.455
.858
Thanh phan SP
71.5167
66.924
.507
.489
.855
Hop khau vi
71.4833
67.008
.473
.464
.856
Moc kiem dinh
71.3917
66.644
.551
.553
.854
Co ghi thoi han sd
71.3333
67.182
.493
.536
.855
De tim mua
71.9083
65.025
.589
.585
.851
Gia ca hop ly
71.6250
66.909
.475
.505
.856
Tinh tien loi
71.7500
66.945
.428
.484
.858
GVHD: L Th Diu Hin
88
SVTH: Lu B t
Lun vn tt nghip
Total Variance Explained
Com
pone
nt
Extraction Sums of Squared
Rotation Sums of Squared
Loadings
Loadings
Initial Eigenvalues
Total
% of
Cumulative
Variance
% of
Cumulative
Total Variance
% of
Total Variance
Cumulative
%
5.630
31.277
31.277 5.630
31.277
31.277 3.645
20.249
20.249
2.699
14.994
46.271 2.699
14.994
46.271 3.260
18.114
38.363
1.407
7.819
54.090 1.407
7.819
54.090 2.654
14.745
53.108
1.007
5.595
59.685 1.007
5.595
59.685 1.184
6.577
59.685
.981
5.449
65.134
.896
4.979
70.114
.779
4.328
74.441
.680
3.779
78.220
.597
3.317
81.538
10
.529
2.939
84.476
11
.485
2.694
87.170
12
.454
2.521
89.691
13
.401
2.229
91.919
14
.361
2.005
93.924
15
.338
1.877
95.801
16
.290
1.610
97.411
17
.256
1.420
98.831
18
.210
1.169
100.000
Chung loai
.304
.780
-.015
Rotated Component Matrixa
Mau sac,kieu dang
.117
.865
.029
Component
Quang cao
.134
.787
.059
1
2
3
.096
.263
.032
Thuong hieu
.576
-.099
.094
Xuat xu SP
.503
-.147
.467
Dinh duong
.716
.079
.163
Thanh phan SP
.530
.097
.420
Nguon goc TN
.727
.074
.137
Hop khau vi
.127
.240
.714
Phu gia,hoa chat
.659
.209
.125
Moc kiem dinh
.461
.017
.617
Thoi gian bao quan
.508
.137
.216
Co ghi thoi han sd
.364
.000
.667
Cong nghe
.755
.102
-.003
De tim mua
.032
.544
.610
GVHD: L Th Diu Hin
89
.030
.020
.234
4
.832
.319
.220
.182
.049
-.014
-.134
-.004
.172
.296
.139
-.260
.085
SVTH: Lu B t
Lun vn tt nghip
Gia ca hop ly
-.030
.559
.533
-.093
Tinh tien loi
-.154
.650
.383
.109
KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
.834
Bartlett's Test of Sphericity Approx. Chi-Square
845.736
Df
153
Sig.
.000
Component Score Coefficient Matrix

Component
1
Thuong hieu
.156
-.078
-.056
.239
Dinh duong
.212
-.011
-.063
.072
Nguon goc TN
.244
.008
-.069
-.115
Phu gia,hoa chat
.221
.059
-.084
-.108
Thoi gian bao quan
.111
-.007
-.010
.199
Cong nghe
.310
.061
-.143
-.349
Chung loai
.111
.290
-.183
-.074
Mau sac,kieu dang
.035
.316
-.136
-.071
Quang cao
.010
.264
-.122
.138
-.072
.022
-.082
.761
Xuat xu SP
.055
-.144
.185
.144
Thanh phan SP
.112
-.031
.117
-.048
-.068
-.006
.342
-.201
Hop khau vi
GVHD: L Th Diu Hin
90
SVTH: Lu B t
Lun vn tt nghip
Moc kiem dinh
.035
-.101
.245
.076
Co ghi thoi han sd
-.005
-.112
.295
.055
De tim mua
-.111
.104
.245
.000
Gia ca hop ly
-.098
.136
.221
-.161
Tinh tien loi
-.140
.175
.137
.047
Phn tch hi qui a bin
Model Summary
Change Statistics
Std. Error
R
Adjusted R
of the
Square
Square
Estimate
Mod
R
el
.977
.954
.953
R Square
Change
.10814
Sig. F
df1
Change
df2
.954 600.470
Mean Square
Change
115
.000
ANOVAb
Model
1
Sum of Squares
Regression
28.089
7.022
1.345
115
.012
29.434
119
Residual
Total
df
Sig.
600.470
.000a
Coefficientsa
Standardize
Model
1
Unstandardized
Collinearity
Coefficients
Coefficients
Statistics
B
(Constant)
REGR factor score
1 for analysis 3
REGR factor score
2 for analysis 3
REGR factor score
3 for analysis 3
REGR factor score
4 for analysis 3
GVHD: L Th Diu Hin
Std. Error
Beta
Sig.
Tolerance
VIF
3.844
.010
389.417
.000
.212
.010
.426 21.360
.000
1.000
1.000
.296
.010
.596 29.877
.000
1.000
1.000
.207
.010
.417 20.911
.000
1.000
1.000
.246
.010
.495 24.815
.000
1.000
1.000
91
SVTH: Lu B t
Lun vn tt nghip
S nhn bit ca ngi tiu dng

su nhan biet thuc pham dong hop
Cumulative
Frequency
Valid
Chua tung biet den

Biet den nhung chua tung su
dung
Biet den va da su dung
nhung khong thuong xuyen
Biet den va su dung thuong
xuyen
Total
Percent
Valid Percent
Percent
.8
.8
.8
21
17.5
17.5
18.3
86
71.7
71.7
90.0
12
10.0
10.0
100.0
120
100.0
100.0
PH LC 5
Phn tch nhng nhn t nh hng n mc hi lng khi s dng thc phm
ng hp ca TQ
Reliability Statistics
Cronbach's
Alpha
N of Items
.922
19
Item Statistics
Mean
Std. Deviation
Dam bao dinh duong
2.9592
.96237
98
co nguon goc TN
2.7653
.99277
98
TT ve thanh phan sp
2.9184
.98099
98
CN che bien
2.9898
.93605
98
uy tin TH
2.8571
.96324
98
tinh tien loi
3.8571
.74612
98
hop khau vi
3.6735
.85886
98
de tim mua
3.9490
.77821
98
2.4184
1.03469
98
2.7245
1.05303
98
khong su dung phu gia,chat

bao qua
biet duoc xuat xu ro rang
GVHD: L Th Diu Hin
92
SVTH: Lu B t
Lun vn tt nghip
co moc kiem dinh
2.8980
1.04032
98
co ghi thoi gian su dung
3.2245
.96890
98
thoi gian bao quan lau
3.2551
.85327
98
gia ca
4.1633
.66880
98
da dang chung loai
4.2041
.67288
98
mau sac,kieu dang
4.0918
.74732
98
thoi quen su dung
3.2449
.85024
98
do y kien nguoi sd truoc
3.2245
.78031
98
quang cao
3.2041
.84900
98
Item-Total Statistics
Scale Mean if Scale Variance if

Item Deleted
Item Deleted
Corrected Item-
Cronbach's
Total
Alpha if Item
Correlation
Deleted
Dam bao dinh duong
59.6633
101.937
.816
.912
co nguon goc TN
59.8571
101.361
.819
.912
TT ve thanh phan sp
59.7041
103.695
.703
.915
CN che bien
59.6327
105.163
.660
.916
uy tin TH
59.7653
105.604
.615
.918
tinh tien loi
58.7653
108.408
.627
.918
hop khau vi
58.9490
105.884
.684
.916
de tim mua
58.6735
111.665
.392
.922
60.2041
102.020
.747
.914
59.8980
103.763
.645
.917
co moc kiem dinh
59.7245
104.078
.638
.917
59.3980
103.294
.735
.915
59.3673
109.493
.476
.921
gia ca
58.4592
111.364
.489
.920
da dang chung loai
58.4184
112.555
.399
.922
mau sac,kieu dang
58.5306
114.891
.204
.926
thoi quen su dung
59.3776
107.928
.569
.919
59.3980
110.386
.471
.921
quang cao
59.4184
109.627
.470
.921

bao qua
GVHD: L Th Diu Hin
93
SVTH: Lu B t
Lun vn tt nghip
Total Variance Explained
Extraction Sums of Squared
Rotation Sums of Squared
Loadings
Loadings
Initial Eigenvalues
Comp
onent Total
% of
Cumulativ
Variance
e%
Total
% of
Cumulativ
Variance
e%
Total
% of
Cumulativ
Variance
e%
8.079
44.886
44.886
8.079
44.886
44.886
6.154
34.192
34.192
2.426
13.475
58.361
2.426
13.475
58.361
3.182
17.680
51.872
1.681
9.337
67.698
1.681
9.337
67.698
2.849
15.827
67.698
.870
4.836
72.534
.704
3.909
76.443
.645
3.584
80.027
.579
3.215
83.242
.450
2.500
85.742
.434
2.413
88.155
10
.413
2.293
90.448
11
.356
1.978
92.426
12
.268
1.487
93.913
13
.240
1.336
95.249
14
.225
1.249
96.497
15
.207
1.149
97.646
16
.176
.978
98.624
17
.139
.774
99.398
18
.108
.602
100.000
KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of Sphericity Approx. Chi-Square
.884
1.197E3
Df
153
Sig.
.000
GVHD: L Th Diu Hin
94
SVTH: Lu B t
Lun vn tt nghip
Rotated Component Matrixa
Component
1
Dam bao dinh duong
.721
.372
.278
co nguon goc TN
.769
.323
.255
TT ve thanh phan sp
.792
.088
.230
CN che bien
.752
-.015
.321
uy tin TH
.697
-.003
.328
tinh tien loi
.369
.602
.275
hop khau vi
.414
.449
.501
de tim mua
.042
.707
.202
.854
.115
.172
.865
.056
-.007
co moc kiem dinh
.799
.072
.067
.777
.370
.002
.510
.489
-.171
gia ca
.153
.817
.077
da dang chung loai
-.049
.822
.192
thoi quen su dung
.204
.234
.844
.190
.034
.856
quang cao
.117
.263
.733

bao qua
Component Score Coefficient Matrix

Component
1
Dam bao dinh duong
.098
.056
.007
co nguon goc TN
.115
.034
-.003
TT ve thanh phan sp
.144
-.064
.014
CN che bien
.135
-.117
.077
uy tin TH
.121
-.108
.084
tinh tien loi
-.001
.185
.013
hop khau vi
.000
.087
.131
de tim mua
-.075
.268
-.002
.162
-.051
-.024
.189
-.052
-.104

bao qua
GVHD: L Th Diu Hin
95
SVTH: Lu B t
Lun vn tt nghip
co moc kiem dinh
.165
-.050
-.064
.140
.087
-.133
.080
.188
-.200
gia ca
-.047
.322
-.090
da dang chung loai
-.105
.326
-.013
thoi quen su dung
-.066
-.033
.356
-.053
-.118
.390
quang cao
-.076
.002
.307
Descriptive Statistics
N
Minimum
Maximum
Mean
Std. Deviation
tb1
98
1.30
4.70
2.9010
.77519
tb2
98
3.00
5.00
4.0434
.56649
tb3
98
1.25
4.75
3.3367
.68310
Valid N (listwise)
98
Phn tch hi qui Binary Logictis

Omnibus Tests of Model Coefficients
Chi-square
Step 1
df
Sig.
Step
21.173
.000
Block
21.173
.000
Model
21.173
.000
Model Summary
-2 Log
Step
1
Cox & Snell R
Nagelkerke R
Square
Square
likelihood
112.677
.194
.261
Classification Tablea
Predicted
Lua chon
Observed
Step 1
Lua chon
khog hai long
Percentage
Hai long
Correct
khog hai long
46
10
82.1
Hai long
17
25
59.5
Overall Percentage
GVHD: L Th Diu Hin
72.4
96
SVTH: Lu B t
Lun vn tt nghip
Variables in the Equation
B
Step 1a
S.E.
Wald
df
Sig.
Exp(B)
FAC1_2
.974
.258
14.279
.000
2.649
FAC2_2
.114
.232
.239
.625
1.120
FAC3_2
.472
.278
2.880
.090
1.604
Constant
-.345
.231
2.224
.136
.708
PH LC 6
So snh v cht lng
N
Minimum
Maximum
Mean
Std. Deviation
Dinh duong
98
1.00
5.00
3.6122
.89250
Nguon goc TN
98
1.00
5.00
3.6837
.79427
Phu gia,hoa chat
98
1.00
5.00
3.5408
.74845
Thoi gian bao quan
98
2.00
5.00
3.1939
.74139
Cong nghe
98
2.00
5.00
3.0714
.85253
Hop khau vi
98
1.00
5.00
3.8163
.84154
Valid N (listwise)
98
So snh v gi c
N
Minimum
So sanh gia ca
98
Valid N (listwise)
98
Maximum
2.00
Mean
5.00
3.6837
Std. Deviation
.72648
Gii php
Responses
N
q14tha
Cai tien qui trinh,cong nghe che
Percent
Percent of Cases
79
20.7%
65.8%
Da dang hoa chung loai Sp
83
21.7%
69.2%
Nang cao chat luong VSATTP
94
24.6%
78.3%
Gia ca canh tranh hon
73
19.1%
60.8%
Tang cuong quang cao
53
13.9%
44.2%
382
100.0%
318.3%
bien
Total
GVHD: L Th Diu Hin
97
SVTH: Lu B t
Lun vn tt nghip
GVHD: L Th Diu Hin
98
SVTH: Lu B t

Luu Ba Dat - lt09172

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TRNG I HC CN TH

KHOA KINH T - QUN TR KINH DOANH

PHN TCH CC NHN T NH HNG N

Gio vin hng dn:

Sinh vin thc hin:

Li u tin em xin chn thnh cm n cc thy c khoa kinh t trng

Sinh vin thc hin

GVHD: L Th Diu Hin

Em xin cam oan rng ti ny do chnh em thc hin, cc s liu thu

Sinh vin thc hin

GVHD: L Th Diu Hin

BN NHN XT LUN VN TT NGHIP I HC

Cn Th, ngy ..thng.. nm 2011

GVHD: L Th Diu Hin

1.3 CC GI THUYT CN KIM NH V CU HI NGHIN CU .2

1.4 PHM VI NGHIN CU...........................................................................3

1.5. LC KHO TI LIU ..........................................................................3

2.2 PHNG PHP NGHIN CU.............................................................17

GVHD: L Th Diu Hin

3.1 TNG QUAN V THNH PH CN TH ..........................................22

3.2 NGNH CNG NGHIP THC PHM NG HP TI VIT NAM

3.3 THC TRNG TIU DNG THC PHM NG HP TI CN

4.2 KIM NH CC MI QUAN H.........................................................44

4.3 NH GI MC QUAN TRNG V TIU CH CHT LNG

4.4.1 Phn tch cc tiu ch nh hng n quyt nh mua thc phm ng hp

4.5 NHN XT CA NGI TIU DNG TRONG VIC SO SNH

4.6 NH GI CHUNG HNH VI CA NGI TIU DNG I VI

5.2 NHNG GII PHP GIP NGI TIU DNG TP.CN TH

6.2 KIN NGH...............................................................................................76

GVHD: L Th Diu Hin

DANH MC BIU BNG

GVHD: L Th Diu Hin

GVHD: L Th Diu Hin

GVHD: L Th Diu Hin

GVHD: L Th Diu Hin

1.4 PHM VI NGHIN CU

GVHD: L Th Diu Hin

2.1. PHNG PHP LUN

GVHD: L Th Diu Hin

- Cc quyt nh mua mang tnh c nhn. H tiu dng khng ch n gin

GVHD: L Th Diu Hin

M hnh hnh vi mua ca ngi tiu dng

Hnh 2.1: M hnh hnh vi mua ca ngi tiu dng

GVHD: L Th Diu Hin

2.1.2.3 Nhng nhn t nh hng n hnh vi tiu dng c nhn

-Hon cnh kinh t

Hnh 2.2: Cc yu t nh hng n hnh vi ca ngi tiu dng

nhau. Nhng ngi c a v x hi nh th no thng tiu dng hng ha v

vic la chn cc hng ha nh thc n, qun o, nhng dng c phc v cho

GVHD: L Th Diu Hin

hng ha li hon ton khc nhau. Nhn thc ca h v mu m, gi c, cht

bn trn th trng l rt thp. Khi c nhu cu ngi tiu dng ch vic ra ca

TM KIM THNG TIN

Thi ca ngi khc

Thi (tha mn)

HNH VI SAU MUA

Hnh 2.3: Qa trnh hnh thnh quyt nh mua hng

a. Nhn bit nhu cu

Ngun thng tin c nhn: Gia nh, bn b, hng xm

GVHD: L Th Diu Hin

V d: Tnh hung mua in thoi.

Hnh 2.4: Quyt nh la chn

Th nht: Ngi mua thng coi mt sn phm bao gm mt tp hp cc