PHN I: THNG TIN CHO NH QUN TR

1. Bi cnh nghin cu Lu nay, vic chm sc gia nh lun c xem trng. iu trong x hi hin nay cng ng hn khi m ngi lm ni tr trong gia nh quan tm hn n vic lm th no c nhng ba n phong ph, b dng. p ng nhu cu , trn th trng hin nay c rt nhiu sn phm nh bt nm, bt ngt, nc tng,... V Ajinomoto l mt trong nhng cng ty kinh doanh cc sn phm . T sn phm Bt ngt Ajinomoto thng dng, Cng ty a ra thm nhiu sn phm ph hp v tin dng vi cuc sng hin i: Bt ngt cao cp Aji-plus; ht nm Aji-ngon; gia v dng lng (Gim go LISA, Xt mayonnaise LISA, Nc tng LISA, Xt tng LISA). Ajinomoto cng nh cc i th cnh tranh ca n u c cc chin lc, chnh sch tip cn khch hng khc nhau. C th l qung co, c th l bn hng c nhn, marketing trc tip, PR quan h cng chng, khuyn mi Tuy nhin d bng cch no i chng na th mc ch cui cng cng l lm cho khch hng bit n v v thuyt phc s dng sn phm, v xa hn na l lm cho khch hng trung thnh vi nhng sn phm ca cng ty mnh, c th y l lm cho nhng ngi lm ni tr tin dng sn phm ca mnh. Tuy nhin i tng khch hng ny li cng lc tip nhn hng lot cc khch thch marketing khc nhau. Hng ngy trn cc phng tin truyn thng hay i ra ng khch hng u thy cc mu qung co, chng trnh khuyn mi, iu ny dn lm cho h nhm chn. Do vy, cc doanh nghip ngy nay c khuynh hng quan tm hn n hot ng PR, c bit l cc hot ng ti tr. Sau s c Vedan m thm git cht sng Th Vi sut 14 nm lin, nhiu ngi tiu dng Vit Nam ni chung v Nng ni ring by t thi ty chay bt ngt Vedan. Vedan mt dn ch ng trong lng ngi tiu dng Vit Nam. Cng nh Vedan, vo nm 2008, Miwon mc mt sai lm kh to ln khi thi nc thi ra ngoi sng Hng. Ajinomoto ly lm bi hc. L sn phm danh ting th gii Ajinomoto xy dng tn ch pht trin sn xut da trn mi trng bn vng. Cng ty p dng h thng qun l mi trng theo tiu chun ISO 14001:2004, p dng chnh sch khng pht thi, ti s dng 100% cht thi, xy dng h thng x l nc thi theo tiu chun Nht Bn nhm kim sot nghim ngt nc thi

trong qu trnh sn xut. Tuy nhin, ngi tiu dng li cho rng y l mt trch nhim m cc cng ty kinh doanh phi lm. V vy, cnh tranh vi cc i th khc nh Knor, Magi, AOne, Ajinomoto cng phi thc hin nhiu chng trnh khc bn cnh chin lc bn hng tip th thng minh v kin tr, c bit l cc chng trnh ti tr, tri n khch hng Ti Vit Nam, Ajinomoto thc hin nhiu chng trnh nh khuyn mi gim gi cc mt hng ca Ajinomoto, bi vit v mn n ca m ti H Ni v H Ch Minh..v..v...v nhiu hot ng khc na. Ti Nng, chng trnh Mn ngon mi ngy vi s ti tr ca Ajinomoto c pht sng trn knh Dvtv hng ngy v chng trnh dy nu n min ph ti Trung tm gii thiu vic lm ca hi ph n Nng thu ht s quan tm ca rt nhiu khch hng trn a bn thnh ph, nht l nhng ngi lm ni tr. Trong bi cnh cnh tranh gay gt, nhiu vn v sc khe ngi tiu dung v vn mi trng c t ra th nhng chi ph v cng sc ca Ajinomoto Vit Nam trong vic thc hin cc chng trnh ny c gp phn lm thay i nhn thc ca nhng ngi lm ni tr ti Nng hay khng? Liu rng c nn duy tr nhng hot ng ny ti Nng hay u t m rng nhng chng trnh ny nhng a bn thnh ph khc hay khng? Cn thit phi c mt cuc nghin cu marketing v vn ny. Trn c s , nhm HALO tin hnh nghin cu tc ng ca cc hot ng do Ajinomoto ti tr n nhn thc ca nhng ngi lm ni tr ti thnh ph Nng. Vn qun tr: Nh qun tr ca cng ty Ajinomoto c nn tip tc thc hin cc chng trnh ti tr ti Nng hay khng ? V nn pht trin nhng chng trnh ti tr hin nay theo hng no tng hiu qu nhn thc thng hiu ca ngi tiu dng ti th trng Nng. Vn nghin cu marketing: Tc ng ca cc hot ng do Ajinomoto ti tr n nhn thc ca nhng ngi lm ni tr ti thnh ph Nng. 2. Kt qu t c ca d n: D n nghin cu ca nhm t thy c s tc ng tch cc ca cc hot ng ti tr ca Ajinomoto n nhn thc ca nhng ngi lm ni tr trn a bn thnh ph Nng v t qu trnh iu tra nhm a ra mt s gii php pht trin trong tng lai. Tuy nhin, tc ng ny khng mnh m.

PHN II: MC TIU NGHIN CU

1.

Cc cu hi nghin cu: Qua cc hot ng ti tr, nhng ngi lm ni tr N c tng c mc nhn Cc hot ng ti tr ca AJINOMOTO c gip KH t c mc nhn thc v Cc hot ng ti tr ca AJINOMOTO ti N c to s khc bit trong tm tr nhng Nhng hot ng ti tr ca AJINOMOTO ti Nng c hiu qu hn cc hot Qua cc hot ng ti tr ca AJINOMOTO, ngi ni tr N c nhn thc r hn v Pht biu cc gi thit nghin cu: Qua cc hot ng ti tr, nhng ngi lm ni tr N c tng c mc nhn Cc hot ng ti tr ca AJINOMOTO gip KH t c mc nhn thc v gi Cc hot ng ti tr ca AJINOMOTO ti N c to s khc bit trong tm tr nhng Nhng hot ng ti tr ca AJINOMOTO ti Nng hiu qu hn cc hot ng Qua cc hot ng ti tr ca AJINOMOTO, ngi ni tr N nhn thc r hn v Tng quan ti liu:

bit thng hiu AJINOMOTO hay khng?

gi tr thng hiu cao hn hay khng?

ngi lm ni tr N so vi TCT hay khng?

ng truyn thng khc nh qung co khng?

cc dng sn phm ca thng hiu khng? 2.

bit thng hiu AJINOMOTO.(7)

tr thng hiu cao hn. (13)

ngi lm ni tr N so vi TCT.(8)

truyn thng khc.(10,9)

cc dng sn phm ca thng hiu.(9,7)

3.

3.1. Cng PR to thng hiu mnh Http://www.ehow.vn/home/modules.php?name=News&op=viewst&sid=772 Sc mnh ca thng hiu: Theo gio s David A. Aaker, gi tr thng hiu gm c bn yu t cu thnh: s trung thnh ca khch hng i vi thng hiu (brand loyalty), vic khch hng nhn ra thng hiu mt cch mau chng (brand awareness), cht lng sn phm hay dch v cung cp trong nhn thc ca khch hng (percived quality), nhng lin tng ca khch hng khi nghe hoc nhn thy thng hiu (brand associatin).

Nhng thng hiu b ch nh Coca Cola, Microsoft, GM, Sony, Toyota, Nokia ng nhin l c gi tr th trng rt cao, v mt trong nhng chin lc xy dng thng hiu mnh nng cao gi tr thng hiu trn th trng l m rng thng hiu (brand extension). Cng nn phn bit thut ng ny vi m rng chc nng ca cng mt sn phm (line-extension). Chng hn lin tc pht huy li th cnh tranh, cng ty Nokia ci tin, b sung thm nhiu chc nng cho cc sn phm in thoi di ng ca mnh, l line-extension, khng phi m rng thng hiu. M rng thng hiu chnh l to thm nhng thng hiu mi hoc thng hiu ph da trn c s uy tn ca thng hiu ang sn c. V d hng xe hi Toyota va tung thm mt thng hiu xe l Vios. D nhin, khng phi nh chin lc no cng ng h vic m rng thng hiu. Theo hai tc gi ny, sc mnh thng hiu t l nghch vi s m rng thng hiu v nhng thng hiu hng u ch tp trung vo mt th nh v duy nht trong u c ngi tiu dng: Coca Cola ch c ngha l nc ngt gii kht c gas, Nokia ch c ngha l in thoi di ng, Nu Coca Cola cng nhy vo lnh vc in nh, Nokia tham gia bn thc n nhanh, chc chn khng sm th mun h cng phi rt khi th trng th hai ny. in hnh cho loi cng ty m m nht th gii l Unilever, trn 1600 sn phm, nhng d sao Unilever khng dng tn Unilever cho cc sn phm ca mnh m cn thn s dng nhng thng hiu hon ton c lp vi nhau. Mun xy dng c hnh nh nhn hiu c gi tr lu bn v mang gi tr vn ha th phi hiu c tm l tiu dng. Din bin hnh vi tiu dng thc s l mt ti kh phc tp hin ang tip tc c cc chuyn gia quc t nghin cu. Nhng thng ip hay v hp dn lun xut pht t mt qu trnh nghin cu cng phu v hnh vi v tm l nhm mc tiu. in hnh ca qu trnh ny l vic xy dng nhn hiu Bino do cc chuyn gia Vit Nam thc hin. C khng t cc nh doanh nghip t mnh suy lun hay phn on suy ngh ca cng chng v t mnh ra quyt nh mang tnh ch quan v quan im, tnh cm ca ngi tiu dng. y l mt vic lm mang tnh ri ro rt cao v n ch quan v khp khing, n gin v p t ci mnh mun vo ci ngi ta cn. PR ra tay: 2/3 cc v gim c marketing v gim c nhn hiu M tin rng PR gi vai tr quan trng hn qung co trong vic xy dng v qung b thng hiu (ngun Marketing report, 1999).

Trong bi cnh th trng hin nay, hng ha, dch v a dng, phong ph, ngi tiu dng gp kh khn trong vic phn bit, nh gi sn phm. Mi doanh nghip u c gng to mt phong cch, mt hnh nh, mt n tng, mt uy tn ring cho sn phm ca mnh nhm em li cho sn phm hnh nh ring, d i vo nhn thc ca khch hng, ni cch khc, a thng hiu vo tm tr khch hng. Doanh nghip cn tp hp cc hot ng nhm to cho sn phm v thng hiu sn phm mt v tr xc nh trn th trng (P. Kotler) Cc doanh nghip nh v v qung co thng hiu bng nhiu phng php: thng qua qung co, PR, gi c hoc bng chnh sn phm, vi mc tiu chung l lm sao a thng hiu vo tm tr khch hng. Trong , c th ni hot ng PR c tc ng tch cc trong vic qung b thng hiu vi cc chng trnh hnh ng c thit k v hoch nh t m, cn thn nhm gt hi c s tha nhn ca cng chng v thng tin n h nhng hat ng v mc tiu ca doanh nghip. PR l mt cng c giao tip rt linh hot trong lnh vc giao tip marketing: bn hng trc tip hoc qua in thoi, cc hat ng ti tr, trin lm. PR hin ang c ng dng rng ri bi cc t chc t hot ng phi li nhun n hot ng kinh doanh thng mi: hi t thin, cc t chc, ng phi chnh tr, cc doanh nghip, khu vui chi gii tr, y t Vai tr chnh ca PR l gip doanh nghip truyn ti cc thng ip n khch hng v nhng nhm cng chng quan trng ca h. Khi truyn i cc thng ip ny, PR gip sn phm d i vo nhn thc ca khch hng, hay c th hn l gip khch hng d dng lin tng ti mi khi i din vi mt thng hiu. V d nh t lt Huggies t chc mt chng trnh PR rng ri c qung co kh rm r B Huggies nng ng hoc Unilever vn ng chng trnh Gi tng ng phc i hc m bn khng dng na cho bt git OMO cho cc n sinh cc vng xa. Chng trnh ny c tnh t thin, phc v cho cng ng nn tranh th c thin cm ca cng chng. Chi ph cho hot ng PR thp hn cc loi hnh khuyn mi khc. Khi so snh chi ph cho chin dch tip th trc tip hoc ng mt mu qung co vi chi ph cho mt thng co bo ch ng nhin mu thng co bo ch s c mt lng cng chng rng ri hn. PR gip doanh nghip tuyn dng nhn lc ti gii. Thng thng ngi lao ng thch c lm vic cho nhng cng ty ni ting v h tin tng cng ty rt vng chc, v h c th c nhiu c hi thng tin. Doanh nghip va v nh c mt s bt li trong vic qung b thng hiu. H

khng c ngn sch qung co, h cng khng c mt b phn Marketing ring. Ch c mi cch hu hiu l qung co truyn ming (word of mouth). Trong thc t y, hot ng PR c th ni l gii php tt nht cho doanh nghip v n to nh hng tt, hu hnh, vi chi ph thp, to c ting vang khi chuyn ti hnh nh doanh nghip n cng chng. Hn na, lm PR s gip cho doanh nghip vt qua nhng sng gi v bo tp. Khi c khng hong, doanh nghip s tm c s ng h, bnh vc, h tr t pha cng ng (y l iu k diu khng th b tin ra mua nh ng qung co) trong vic cu vn uy tn v gi gn nguyn vn hnh nh ca doanh nghip.

3.2. Bn sc thng hiu

Nguyn Thanh Hng c Cng ty thng hiu LANTA www.lantabrand.com Brand Awareness: s nhn bit thng hiu S nhn bit thng hiu l s phn trm ca dn s hay th trng mc tiu bit n s hin din ca mt thng hiu hay cng ty. C 3 mc nhn bit thng hiu l: thng hiu nh n u tin, thng hiu khng nhc m nh, thng hiu nhc mi nh. Nhn bit thng hiu l giai on u tin trong tin trnh tin trnh mua sm v l mt tiu ch quan trng o lng sc mnh ca thng hiu. Mt thng hiu cng ni ting th cng d dng c khch hng la chn. Tuy vy, vic qung b thng hiu cng rt tn km nn vic hiu r c mc nh hng ca s nhn bit n tin trnh la chn sn phm s gip cho cc doanh nghip c c cc thc xy dng thng hiu t hiu qu cao vi mt chi ph hp l hn. S nhn bit thng hiu c to ra t cc chng trnh truyn thng nh qung co, quan h cng ng, khuyn mi, bn hng c nhn hay ti ni trng by sn phm. Mc nhn bit thng hiu c th chia ra lm 3 cp khc nhau. Cp cao nht chnh l thng hiu c nhn bit u tin (Top of mind). Cp k tip l khng nhc m nh (spontaneous). Cp thp nht l nhc nh (Promt). Khi cng gp 3 cp nhn bit thng hiu th ta s l tng s nhn bit nhn hiu. Thng hiu c nhn bit u tin chnh l thng hiu m khch hng s ngh n u tin khi c hi v mt loi sn phm no . V d, khi ngh n tivi th ngi Vit Nam thng ngh n Sony u tin, tng t khi ni n xe gn my th mi ngi thng

ngh ngay n Honda. V kt qu l Sony v Honda lun l nhng thng hiu c mi ngi cn nhc khi chn la mua sn phm. Vi nhng loi sn phm hay dch v m ngi tiu dng ln k hoch mua sm trc khi n ni bn hng th tiu ch thng hiu nhn bit u tin ng vai tr rt quan trng. iu ny c l gii l i vi nhng sn phm t tin th ngi ta thng lun ln k hoch cho vic mua sm, v vy m thng ngi mua la chn thng hiu m mnh s mua t trc, v thng th thng hiu m h ngh n u tin s rt d c ngi mua chn la. Mt s v d v sn phm thuc chng loi ny nh Tivi, xe my, my tnh, in thoi Thng thng khi mt thng hiu c nhn bit u tin ln hn 50% thi hu nh rt kh c th nng cao ch s ny. Chnh v vy, ci thin ch s ny th i hi phi qu nhiu chi ph trong khi hiu qu th khng c bao nhiu nn nhim v ca doanh nghip l nn duy tr mc nhn bit mc ny. i vi cc sn phm hng tiu dng nh du gi u, kem nh rng, bt git th tng s nhn bit thng hiu ng vai tr quan trng. Tiu ch nhn bit u tin lun lun quan trng nhng i vi nhng sn phm m ngi ta quyt nh ti im mua hay mua sm m khng hoch nh trc th ch s tng nhn bit lun c doanh nghip quan tm hn. Khi mt ngi ni ch i siu th mua sm trong tun th h thng ngh l s mua bt git nhng h thng khng hoch nh s mua omo hay tide nn khi i siu th n ni trng by h u c th quyt nh mua bt k thng hiu no m h bit. Nu tng nhn bit thng hiu ln hn 90% th rt tt v hu nh rt kh nng nhn bit ln 100%. Chnh v vy, chi ph cho vic qung b thng hiu khi hu ht mi ngi bit n thng hiu ca mnh th khng hiu qu. Doanh nghip ch nn qung b thng hiu mt cch khng thng xuyn nhm duy tr mc nhn bit ny. 3.3. Chng 12 Truyn thng c ng Gio trnh qun tr Marketing ca nhm tc gi trng i hc Kinh t Nng: Cng chng mc tiu c th nm mt trong su giai on sn sng ca ngi mua, l nhng giai on m ngi tiu dng thng phi tri qua khi h ra quyt nh mua hng. Nhng giai on ny bao gm: Bit, Hiu, Thch, Yu thch, Thuyt phc v Mua.

PHN III: THIT K NGHIN CU

1.

Phng php nghin cu:

- Nghin cu thm d: trong qu trnh xc nh vn nghin cu, nhm quan st thm d vic theo di chng trnh Mn ngon mi ngy ca mt s bn sinh vin cng nh vic i hc nu n ca mt s ngi Nng. ng thi, nhm nhn c s ng gp ca chuyn gia xc nh r vn . - Nghin cu m t: t ngun d liu th cp (cc bi bo, tp ch, kinh nghim c nhn,) v tin hnh vic quan st, thm d, phng vn nhm c c s xy dng cc gi thit nghin cu.
2.

Bng cu hi:

Xin cho anh (ch), chng ti l nhng sinh vin thuc nhm nghin cu marketing thuc trng i hc Kinh t Nng. Chng ti ang tin hnh nghin cu v Tc ng ca cc hot ng do Ajinimoto ti tr n nhn thc ca nhng ngi lm nt tr ti thnh ph Nng. Xin anh (ch) sn lng gip chng ti tr li mt s cu hi. S nhit tnh ca qu v s gp phn quan trng lm nn s thnh cng ca d n nghin cu ca chng ti.

BNG CU HI
1. Anh (ch) tng nghe n thng hiu Ajinomoto cha? a. C b. Khng (Nu C xin vui lng chuyn sang cu 3. Nu Khng xin lm tip cu 2 v dng li) (Thang o biu danh m ha cu hi bng vic s dng bin cu1 vi label l co biet thuong hieu hay khong, v gm 2 gi tr 0=c, 1=khng) 2. L do no lm bn cha bit n thng hiu Ajinomoto? a. Khng quan tm n vic ni tr nu nng b. Khng xem qung co trn bo, tp ch, truyn hnh c. L do khc. C th l: .. (Thang o biu danh m ha dng bin lydochuabiet2 vi 3 gi tr) 3. Sn phm kinh doanh ch yu ca Ajinomoto l g? a. Cht ty ra (bt git, nc ra chn, nc ty trng,) b. Gia v (bt ngt, bt nm, nc tng,)

c. Dng c nh bp d. C bn phng n trn. (Thang o biu danh m ha dng mt bin cau3 vi label loaiSP kdoanh, v gm 4 gi tr 1=cht ty ra, 2=gia v, 3=dng c nh bp, 4=tt c)
4. Sau y l mt s chng trnh do Ajinomoto ti tr, anh (ch) bit n nhng

chng trnh no: (C th chn nhiu phng n)

a. b.

Chng trnh Mn ngon mi ngy Chng trnh dy nu n min ph ti trung tm gii thiu vic lm Chng trnh Bi vit v mn n ca m Khng bit chng trnh no

c. d.

(Thang o biu danh m ha dng 3 bin cu4a, cu4b v cu4c ln lt vi cc label mon ngon moi ngay, day nau an mien phi v bai viet ve mon an cua me, mi bin c 2 gi tr 0=bit, 1=khng. p vin no chn phng n d th missing)
5. Anh (ch) c ngh cc chng trnh ny (Mn ngon mi ngy/Dy nu n min

ph) c cn thit cho ngi lm ni tr khng? a. Rt cn thit b. Cn thit c. Khng cn thit d. Rt khng cn thit (Thang o th t - m ha dng bin cu5 vi label muc do can thiet, v gm 4 gi tr 1=rt cn thit, 2=cn thit, 3=khng cn thit v 4=rt khng cn thit) 6. Anh (ch) vui lng cho bit mc thng xuyn xem chng trnh Mn ngon mi ngy: a. Cha bao gi xem b. t hn 1 ln/tun
c. 1-2 ln/tun

d. 3-5 ln/tun e. Ngy no cng xem (Thang o khong m ha dng bin cu6 vi label muc do xem, gm 5 gi tr 1=Cha bao gi xem, 2=t hn 1 ln/tun, 3=1-2 ln/tun, 4= v 5=ngy no cng xem)
7. Xin anh (ch) cho bit mc ng i vi cc nhn nh di y sau khi xem

v/hoc tham gia cc chng trnh trn:

Hon Nhn nh Bit nhiu hn v cc sn phm ca Ajinomoto v cch s dng chng Mun mua dng th cc sn phm ca Ajinomoto Nu v ang s dng sn phm th nay cng tin dng hn Thy bnh thng nh khi cha xem, ton ng

Ni chung l ng

Khng c kin

Khng ng

Rt khng ng

cha tham gia (Thang o khong khi m ha dng 4 bin cu7a, cu7b, cu7c, cu7d vi cc label biet nhieu hon ve SP cua Ajinomoto, muon dung thu SP cua Ajinomoto, tin dung hon SP, thay binh thuong nhu chua tham gia, mi bin gm 5 gi tr 1=hon ton ng , 2=ni chung l ng , 3=khng c kin, 4=khng ng v 5=rt khng ng ) 8. Thng hiu no anh (ch) ngh n u tin khi mun mua mt mn gia v: (Thang o biu danh m ha vi bin cu8, bng cch m trong cc thng hiu cc p vin nhc n th c 4 thng hiu, gn cho mi thng hiu mt gi tr 1=ajinomoto, 2=knor, 3=a-one v 4=vedan)
9. Qua cc chng trnh ti tr trn, anh (ch) bit thm nhng sn phm no ca

Ajinomoto? (C th chn nhiu phng n) a. Bt ngt Ajinomoto b. Bt nm Aji_ngon c. Nc tng Lisa

d. C ph lon Birdy

e. Xt Mayonnaise f. Gim go Lisa g. Xt tng Lisa h. Bt chin Aji_quick (Thang o biu danh dng 8 bin cu9a, cu9b,, cu 9h vi cc label tng ng vi tn sn phm, mi bin c 2 gi tr 0=bit, 1=khng)

10. Anh (ch) c c nhiu thng tin nht v Ajinomoto (nh cc sn phm ca cng

ty, cch thc s dng chng,) qua: (Chn mt phng n) a. Cc hot ng ti tr (chng trnh Mn ngon mi ngy trn tivi, chng trnh dy nu n min ph,) b. Qung co trn truyn hnh c. Qung co trn bo, tp ch, d. Truyn ming (ngi thn, bn b, hng xm,) e. Cc hot ng khc. (Thang o biu danh dng bin cu10 vi label hinh thuc lay thong tin, gm 5 gi tr 1=cc hot ng ti tr, 2=truyn hnh, 3=bo v tp ch, 4=truyn ming v 5=khc) 11. Anh (ch) hy nh gi tm quan trng ca cc yu t ca chng trnh mn ngon mi ngy v dy nu n min ph:

Yu t Mn ngon mi ngy - MC d thng + u bp vui tnh - Ni dung: mn n phong ph, quy trnh ch bin n gin, d lm - Gi pht sng linh hot, thch hp Dy nu n min ph - Min ph tin nguyn liu, hc ph,... - T chc nhiu a im khc nhau trn a bn - Gio vin gii, nhit tnh

Rt

Kh Quan

Kh khng Rt khng quan trng quan trng

quan trng quan trng trng

- Cui kha c cp chng ch (Thang o khong dng 7 bin cu11a, cu11b,, cu11g vi cc label tng ng tng yu t, mi bin gm 5 gi tr 1=rt quan trng, 2=kh quan trng, 3=quan trng, 4=kh khng quan trng v 5=rt khng quan trng)

12. Anh (ch) c mun Ajinomoto tip tc thc hin nhng chng trnh ti tr tng t nh nhng chng trnh trn ti Nng khng? a. C 0=c, 1=khng)
13. Xin anh (ch) cho kin v cc hnh nh cng ty Ajinomoto hin nay: a. C thc hin trch nhim vi x hi

b. Khng

(Thang o biu danh dng bin cu12 vi label tiep tuc thuc hien khong, gm 2 gi tr

b. Truyn thng qung co t hiu qu c. Gi c ph hp vi thng hiu d. Cht lng sn phm c tin cy e. T vn chm sc chu o khch hng f. kin khc (Thang o biu danh dng 6 bin cu 13a,, cu 13f m ha, vi cc label tng ng vi cc phng n, mi bin gm 2 gi tr 0=c, 1= khng)
14. Xin vui lng cho bit mc quan tm ca anh (ch) i vi vic ni tr:

a. Khng h quan tm b. Khng quan tm lm c. Kh quan tm d. Rt quan tm (Thang o th t - dng bin cu14 m ha, bin ny gm 4 gi tr 1=khng h quan tm, 2=khng quan tm lm, 3=kh quan tm, 4=rt quan tm) Bng cu hi kt thc, xin chn thnh cm n s nhit tnh tr li ca anh (ch). Xin anh (ch) cho bit mt s thng tin c nhn: H v tn: Gii tnh Ngh nghip: tui: ... a ch: S in thoi: .. 3.
-

Chn mu v thu thp d liu: Phng php chn mu phi xc sut: 203 p vin u l nhng ngi lm ni tr trn

a bn thnh ph Nng. Nhm bit nhng p vin ny l ni tr sinh sng trn a bn Nng trc khi pht bng cu hi cho h.

Nhng kh khn m nhm gp phi: Mt s p vin ln tui cn gp kh khn trong vic c bng cu hi do th lc km.

i khi nhm phi hng dn thm th cc p vin mi c th hon thnh c bng a bn iu tra kh rng, kh khn trong vic i li, cc thnh vin trong nhm cn Vi p vin cha nhit tnh lm trong khi tr li cu hi. Nhiu p vin lm ni tr khng hiu cch thc tr li cu hi dng Likert.

cu hi.

phi sp xp thi gian mi c th iu tra ht c.

PHN IV: KT QU PHN TCH D LIU

1. Kt qu m t mu: T d liu nhp c, tin hnh m ha li bin AGE thnh bin AGERECODE m t thng tin v tui ca mu. Kt qu chy phn tch Frequency:
NHOM TUOI Cumulative Frequency Valid Duoi 25 Tu 25 den 40 Tren 40 Total 103 40 60 203 Percent 50.7 19.7 29.6 100.0 Valid Percent 50.7 19.7 29.6 100.0 Percent 50.7 70.4 100.0

Theo , trong 203 p vin nhm la chn th c trn 50% c tui di 25, 19.7% p vin t 25 n 40 tui v t l trn 40 tui l 29.6%. 2. Kim nh gi thuyt: Da vo vic khch hng ngh n thng hiu no u tin khi mun mua mt loi

gia v, ta c th thy c v tr ca tng thng hiu trong tm tr ca khch hng.

nghi den dau tien khi mua gia vi Cumulative Frequency Valid Ajinomoto knor a-one vedan Total Missing Total 11 101 46 22 11 180 23 203 Percent 49.8 22.7 10.8 5.4 88.7 11.3 100.0 Valid Percent 56.1 25.6 12.2 6.1 100.0 Percent 56.1 81.7 93.9 100.0

Da theo biu trn, ta thy Ajinomoto chim v tr u tin trong tm tr ca trn 50% nhng ngi lm ni tr Nng, cao hn nhiu so vi cc i th canh tranh khc.

M t cho thy nhng ngi lm ni tr Nng c c nhiu thng tin v

Ajinomoto nht t u:

Theo biu trn, ngi lm ni tr Nng c c nhiu thng tin nht qua qung co trn truyn hnh. iu ny cho thy, cc hot ng ti tr ca Ajinomoto trn a bn thnh ph vn cha c tc dng thng tin bng cc chng trnh qung co trn truyn hnh.

Crosstabs v mc xem chng trnh mn ngon mi ngy v s nhn bit cc

sn phm ca Ajinomoto. H0: khng c mi quan h gia mc xem chng trnh v s nhn bit thm sn phm X ca Ajinomoto H1: c mi quan h gia mc xem chng trnh v s nhn bit thm sn phm X ca Ajinomoto Bt ngt Ajinomoto: muc do xem * bot ngot Ajinomoto

Crosstab bot ngot Ajinomoto biet muc do xem chua bao gio xem it hon 1 lan/tuan 1-2 lan/tuan 3-5 lan/tuan ngay nao cung xem Total Count % within muc do xem Count % within muc do xem Count % within muc do xem Count % within muc do xem Count % within muc do xem Count % within muc do xem 7 43.8% 59 75.6% 63 86.3% 11 78.6% 14 100.0% 154 79.0% khong 9 56.2% 19 24.4% 10 13.7% 3 21.4% 0 .0% 41 21.0% Total 16 100.0% 78 100.0% 73 100.0% 14 100.0% 14 100.0% 195 100.0%

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 18.566 19.168 12.353 195
a

df 4 4 1

sided) .001 .001 .000

a. 3 cells (30.0%) have expected count less than 5. The minimum expected count is 2.94. Symmetric Measures Value Nominal by Nominal N of Valid Cases Phi Cramer's V .309 .309 195 Approx. Sig. .001 .001

Kt qu kim nh Chi-square cho thy Pearson Chi-square = 18,566 vi p-value = 0,001 < = 0,05 do bc b H0, chp nhn H1. Ngha l c mi quan h gia mc xem chng trnh v s nhn bit thm bt ngt Ajinomoto vi = 0.05. Mi quan h ny l trung bnh vi Phi = 0,309 v V = 0,309. muc do xem * bot nem Ajinomoto

Crosstab bot nem Ajinomoto biet muc do xem chua bao gio xem it hon 1 lan/tuan 1-2 lan/tuan 3-5 lan/tuan ngay nao cung xem Total Count % within muc do xem Count % within muc do xem Count % within muc do xem Count % within muc do xem Count % within muc do xem Count % within muc do xem Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 3.715
a

khong 11 5 31.2% 18 23.1% 18 24.7% 6 42.9% 2 14.3% 49 25.1%

Total 16 100.0% 78 100.0% 73 100.0% 14 100.0% 14 100.0% 195 100.0%

68.8% 60 76.9% 55 75.3% 8 57.1% 12 85.7% 146 74.9%

df 4 4 1

sided) .446 .469 .878

3.560 .023 195

a. 3 cells (30.0%) have expected count less than 5. The minimum expected count is 3.52. Symmetric Measures Value Nominal by Nominal Phi Cramer's V N of Valid Cases .138 .138 195 Approx. Sig. .446 .446

Kt qu kim nh Chi-square cho thy Pearson Chi-square = 3.715 vi p-value = 0,446 > 0,05 do khng c c s bc b H0. Ngha l khng c mi quan h gia mc xem chng trnh v s nhn bit thm ht nm Ajinomoto vi mc ngha 0.05. muc do xem * nuoc tuong Lisa

Crosstab nuoc tuong Lisa biet muc do xem chua bao gio xem it hon 1 lan/tuan 1-2 lan/tuan 3-5 lan/tuan ngay nao cung xem Total Count % within muc do xem Count % within muc do xem Count % within muc do xem Count % within muc do xem Count % within muc do xem Count % within muc do xem 5 31.2% 47 60.3% 56 76.7% 12 85.7% 11 78.6% 131 67.2% khong 11 68.8% 31 39.7% 17 23.3% 2 14.3% 3 21.4% 64 32.8% Total 16 100.0% 78 100.0% 73 100.0% 14 100.0% 14 100.0% 195 100.0%

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 17.078a 16.861 12.329 195 df 4 4 1 sided) .002 .002 .000

a. 2 cells (20.0%) have expected count less than 5. The minimum expected count is 4.59. Symmetric Measures Value Nominal by Nominal Phi Cramer's V N of Valid Cases .296 .296 195 Approx. Sig. .002 .002

Kt qu kim nh Chi-square cho thy Pearson Chi-square = 17.078 vi p-value = 0,002 < = 0,05 do bc b H0, chp nhn H1. Ngha l c mi quan h gia mc xem chng trnh v s nhn bit thm nc tng Lisa vi mc ngha 0.05. tuy nhin vi Phi = 0.296 th quan h ny hi yu. muc do xem * cafe Birdy

Crosstab cafe Birdy biet muc do xem chua bao gio xem it hon 1 lan/tuan 1-2 lan/tuan 3-5 lan/tuan ngay nao cung xem Total Count % within muc do xem Count % within muc do xem Count % within muc do xem Count % within muc do xem Count % within muc do xem Count % within muc do xem Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 3.660
a

khong 3 13 81.2% 64 82.1% 64 87.7% 14 100.0% 12 85.7% 167 85.6%

Total 16 100.0% 78 100.0% 73 100.0% 14 100.0% 14 100.0% 195 100.0%

18.8% 14 17.9% 9 12.3% 0 .0% 2 14.3% 28 14.4%

df 4 4 1

sided) .454 .232 .196

5.595 1.671 195

a. 3 cells (30.0%) have expected count less than 5. The minimum expected count is 2.01. Symmetric Measures Value Nominal by Nominal Phi Cramer's V N of Valid Cases .137 .137 195 Approx. Sig. .454 .454

Kt qu kim nh Chi-square cho thy Pearson Chi-square = 3.660 vi p-value = 0.454 > = 0,05 do khng c s bc b H0. Ngha l khng c mi quan h gia mc xem chng trnh v s nhn bit thm caf lon Birdy vi mc ngha 0.05. muc do xem * xot Mayonnaise

Crosstab xot Mayonnaise biet muc do xem chua bao gio xem it hon 1 lan/tuan 1-2 lan/tuan 3-5 lan/tuan ngay nao cung xem Total Count % within muc do xem Count % within muc do xem Count % within muc do xem Count % within muc do xem Count % within muc do xem Count % within muc do xem Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 2.238
a

khong 10 6 37.5% 18 23.1% 18 24.7% 5 35.7% 4 28.6% 51 26.2%

Total 16 100.0% 78 100.0% 73 100.0% 14 100.0% 14 100.0% 195 100.0%

62.5% 60 76.9% 55 75.3% 9 64.3% 10 71.4% 144 73.8%

df 4 4 1

sided) .692 .712 .897

2.128 .017 195

a. 3 cells (30.0%) have expected count less than 5. The minimum expected count is 3.66. Symmetric Measures Value Nominal by Nominal Phi Cramer's V N of Valid Cases .107 .107 195 Approx. Sig. .692 .692

Kt qu kim nh Chi-square cho thy Pearson Chi-square = 2.238 vi p-value = 0.692 > = 0,05 do khng c s bc b H0. Ngha l khng c mi quan h gia mc xem chng trnh v s nhn bit thm xt Mayonnaise vi mc ngha 0.05. muc do xem * giam gao Lisa

Crosstab giam gao Lisa biet muc do xem chua bao gio xem it hon 1 lan/tuan 1-2 lan/tuan 3-5 lan/tuan ngay nao cung xem Total Count % within muc do xem Count % within muc do xem Count % within muc do xem Count % within muc do xem Count % within muc do xem Count % within muc do xem Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 14.456
a

khong 3 13 81.2% 38 48.7% 33 45.2% 2 14.3% 5 35.7% 91 46.7%

Total 16 100.0% 78 100.0% 73 100.0% 14 100.0% 14 100.0% 195 100.0%

18.8% 40 51.3% 40 54.8% 12 85.7% 9 64.3% 104 53.3%

df 4 4 1

sided) .006 .003 .003

15.678 8.720 195

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 6.53. Value Nominal by Nominal Phi Cramer's V N of Valid Cases .272 .272 195 Approx. Sig. .006 .006

Kt qu kim nh Chi-square cho thy Pearson Chi-square = 14.456 vi p-value = 0.006 < = 0,05 do bc b H0, chp nhn H1. Ngha l c mi quan h gia mc xem chng trnh v s nhn bit thm gim go Lisa vi mc ngha 0.05. Tuy nhin quan h ny yu vi Phi = 0.272. muc do xem * xot tuong Lisa

Crosstab xot tuong Lisa biet muc do xem chua bao gio xem it hon 1 lan/tuan 1-2 lan/tuan 3-5 lan/tuan ngay nao cung xem Total Count % within muc do xem Count % within muc do xem Count % within muc do xem Count % within muc do xem Count % within muc do xem Count % within muc do xem 5 31.2% 28 35.9% 32 43.8% 3 21.4% 9 64.3% 77 39.5% khong 11 68.8% 50 64.1% 41 56.2% 11 78.6% 5 35.7% 118 60.5% Total 16 100.0% 78 100.0% 73 100.0% 14 100.0% 14 100.0% 195 100.0%

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 6.966 7.042 2.146 195
a

df 4 4 1

sided) .138 .134 .143

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 5.53. Symmetric Measures Value Nominal by Nominal N of Valid Cases Phi Cramer's V .189 .189 195 Approx. Sig. .138 .138

Kt qu kim nh Chi-square cho thy Pearson Chi-square = 6.966 vi p-value = 0.138 > = 0,05 do khng c c s bc b H0. Ngha l khng c mi quan h gia mc xem chng trnh v s nhn bit thm xt tng Lisa vi mc ngha 0.05. muc do xem * bot chien Aji_quick

Crosstab bot chien Aji_quick biet muc do xem chua bao gio xem it hon 1 lan/tuan 1-2 lan/tuan 3-5 lan/tuan ngay nao cung xem Total Count % within muc do xem Count % within muc do xem Count % within muc do xem Count % within muc do xem Count % within muc do xem Count % within muc do xem Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 30.697
a

khong 1 15 93.8% 56 71.8% 26 35.6% 6 42.9% 7 50.0% 110 56.4%

Total 16 100.0% 78 100.0% 73 100.0% 14 100.0% 14 100.0% 195 100.0%

6.2% 22 28.2% 47 64.4% 8 57.1% 7 50.0% 85 43.6%

df 4 4 1

sided) .000 .000 .000

33.229 16.418 195

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 6.10. Symmetric Measures Value Nominal by Nominal Phi Cramer's V N of Valid Cases .397 .397 195 Approx. Sig. .000 .000

Kt qu kim nh Chi-square cho thy Pearson Chi-square = 30.697 vi p-value = 0.000 < = 0,05 do bc b H0, chp nhn H1. Ngha l c mi quan h gia mc xem chng trnh v s nhn bit thm bt chin Aji-quick vi mc ngha 0.05. Quan h ny l trung bnh vi Phi = 0.397.
KT LUN: C mi quan h gia mc xem chng trnh Mn ngon mi ngy v s nhn bit thm cc sn phm: bt ngt Ajinomoto, nc tng Lisa, gim go Lisa v bt chin Aji-quick.

Crosstabs v mi quan h gia mc xem chng trnh v vic bit nhiu hn

v cc sn phm v cch s dng cc sn phm ca Ajinomoto H0: khng c mi quan h gia mc xem v bit thm sn phm H1: c mi quan h gia mc xem v bit thm sn phm

muc do xem * biet nhieu hon ve SP cua Ajinomoto Crosstabulation

biet nhieu hon ve SP cua Ajinomoto noi chung la hoan toan dong y muc do xem chua bao gio xem Count % within muc do xem it hon 1 lan/tuan Count % within muc do xem 1-2 lan/tuan Count % within muc do xem 3-5 lan/tuan Count % within muc do xem ngay nao cung xem Count % within muc do xem Total Count % within muc do xem 6 37.5% 15 19.2% 20 27.4% 5 35.7% 9 64.3% 55 28.2% dong y 10 62.5% 42 53.8% 40 54.8% 7 50.0% 5 35.7% 104 53.3% khong co y kien 0 .0% 18 23.1% 9 12.3% 2 14.3% 0 .0% 29 14.9% khong dong y 0 .0% 3 3.8% 4 5.5% 0 .0% 0 .0% 7 3.6% Total 16 100.0% 78 100.0% 73 100.0% 14 100.0% 14 100.0% 195 100.0%

Kt qu kim nh chi-square cho thy pearson Chi-square = 21,238 vi p-value = 0,047<0,05 nn bc b H0, chp nhn H1. Do c mi quan h gia mc xem v bit thm sn phm. Tuy nhin quan h ny yu.
Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 21.238 25.258 4.558 195
a

df 12 12 1

sided) .047 .014 .033

a. 11 cells (55.0%) have expected count less than 5. The minimum expected count is .50. Symmetric Measures Value Nominal by Nominal N of Valid Cases Phi Cramer's V .330 .191 195 Approx. Sig. .047 .047

Crosstabs mqhe mucdoxem vs dungthuSP

H0: khng c mi quan h gia mc xem chng trnh v vic dng th sn phm H1: c mi quan h mc xem chng trnh v vic dng th sn phm

Symmetric Measures Value Nominal by Nominal N of Valid Cases Phi .402 .232 Cramer's V Approx. Sig. .002 .002

muc do xem * muon dung thu SP cua Ajinomoto Crosstabulation

195 dong y muon dung thu SP cua Ajinomoto hoan toan noi chung la dong y 3 18.8% 10 12.8% 13 17.8% 6 42.9% 4 28.6% 36 18.5% 5 31.2% 30 38.5% 39 53.4% 1 7.1% 9 64.3% 84 43.1% khong co y kien 8 50.0% 34 43.6% 21 28.8% 5 35.7% 1 7.1% 69 35.4% khong dong y 0 .0% 4 5.1% 0 .0% 2 14.3% 0 .0% 6 3.1% Total 16 100.0% 78 100.0% 73 100.0% 14 100.0% 14 100.0% 195 100.0%

muc do xem

chua bao gio xem

Count % within muc do xem

it hon 1 lan/tuan

Count % within muc do xem

1-2 lan/tuan

Count % within muc do xem

3-5 lan/tuan

Count % within muc do xem

ngay nao cung xem

Count % within muc do xem

Total

Count % within muc do xem Chi-Square Tests Asymp. Sig. (2Value df

a

sided) 12 12 1 .002 .001 .006

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

31.490

33.996 7.461 195

a. 10 cells (50.0%) have expected count less than 5. The minimum expected count is .43.

Kt qu kim nh chi-square cho thy pearson Chi-square = 31.490 vi p-value = 0,002 < = 0,05 nn bc b H0, chp nhn H1. Do c mi quan h gia mc xem v vic mun mua dng th sn phm. Tuy nhin quan h ny yu v V = 0.232.

Kim nh s khc nhau gia cc nhm tui vi mc quan tm n vic ni

tr H0: khng c s khc nhau gia cc nhm tui vi mc quan tm n vic ni tr

H1: co s khc nhau t nht gia hai nhm tui (tc ph thuc gia 2 yu t ny)
Descriptives viec noi tro 95% Confidence Interval for Mean N Duoi 25 Tu 25 den 40 Tren 40 Total 101 40 54 195 Mean 3.0792 3.2000 3.4259 3.2000 Std. Deviation .67355 .82275 .63251 .70784 Std. Error .06702 .13009 .08607 .05069 Lower Bound 2.9462 2.9369 3.2533 3.1000 Upper Bound 3.2122 3.4631 3.5986 3.3000 Minimum 2.00 1.00 2.00 1.00 Maximum 4.00 4.00 4.00 4.00

Test of Homogeneity of Variances viec noi tro Levene Statistic 1.922 df1 2 df2 192 Sig. .149

Bng kim nh phng sai p-value = 0,149 > 0,05 nn cha c c s bc b H0: phng sai cc nhm bng nhau 12 = 22= 32 vi = 0,05.
ANOVA viec noi tro Sum of Squares Between Groups Within Groups Total 4.230 92.970 97.200 df 2 192 194 Mean Square 2.115 .484 F 4.368 Sig. .014

F=4,368, p-value = 0,14 < = 0,05 nn bc b H0, chp nhn H1 tc l c s khc nhau t nht gia 2 nhm tui.

Multiple Comparisons Dependent Variable:viec noi tro Mean Difference (I) NHOM TUOI (J) NHOM TUOI Scheffe Duoi 25 Tu 25 den 40 Tren 40 Bonferroni Duoi 25 Tu 25 den 40 Tren 40 Tu 25 den 40 Tren 40 Duoi 25 Tren 40 Duoi 25 Tu 25 den 40 Tu 25 den 40 Tren 40 Duoi 25 Tren 40 Duoi 25 Tu 25 den 40 *. The mean difference is significant at the 0.05 level. (I-J) -.12079 -.34672* .12079 -.22593 .34672
*

95% Confidence Interval Std. Error .13000 .11731 .13000 .14516 .11731 .14516 .13000 .11731 .13000 .14516 .11731 .14516 Sig. .650 .014 .650 .300 .014 .300 1.000 .011 1.000 .364 .011 .364 Lower Bound -.4415 -.6361 -.1999 -.5840 .0573 -.1322 -.4348 -.6300 -.1932 -.5765 .0634 -.1247 Upper Bound .1999 -.0573 .4415 .1322 .6361 .5840 .1932 -.0634 .4348 .1247 .6300 .5765

.22593 -.12079 -.34672

*

.12079 -.22593 .34672

*

.22593

Kt hp biu kt lun cng cao tui th mc quan tm cng cao

Kt hp biu kt lun cng cao tui th mc quan tm cng cao. Kt lun: Nhn chung cc hot ng ti tr ca Ajinomoto ti thnh ph Nng c tc ng lm nng cao mc nhn thc ca nhng ngi lm ni tr. Tuy nhin, mc tc ng kh thy r do c s tc ng ng thi ca cc hot ng khc nh qung co trn truyn hnh, trn bo tp ch, xut: Cn thit phi tip tc duy tr cc chng trnh, hot ng ti tr ti Nng + Trong chng trnh mn ngon mi ngy nn tp trung nhiu hn v mt ni dung chng trnh. + V chng trnh dy nu n min ph th nn tip tc thc hin vic khng thu tin hc ph v chn nhng gio vin c chuyn mn tt v nu n, thn thin, nhit tnh. + Tng cng tn sut qung co trn truyn hnh v nhng chng trnh ti tr ca Ajinomoto. v c th m rng cho mt s a phng khc trn c nc.

PHN V: MC LC