NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

I HC NNG TRNG I HC KINH T.

Bo co Nghin cu Marketing ti:

NHU CU S DNG H THNG CC SN PHM TRNG CY, HOA CNH P TUNG, H THNG GIN TREO CA NGI DN THNH PH NNG

Ging vin hng dn: ThS. Phm Ngc i Lp hc phn: NCMKE-07 Sinh vin thc hin: Nhm NO BOY
Trnh Th Nh Qunh Bi Th Thanh L Th L Na L Th Thy Hng 35k08.2 35k16.1 35k16.1 35k03.2

NHM NO BOY

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

LI M U Khi mt x hi pht trin v kinh t v vn ha, nhu cu thng ngon cc loi hnh ngh thut c c hi m rng. Trng hoa cnh l mt trong nhng ngnh ngh truyn thng nhiu a phng Vit Nam, mang li li ch kinh t cho nhiu h nng dn, va to nn cnh quan p, mang sc thi nhn vn. mi min t nc u ni ln nhng Lng hoa cnh, thng c hnh thnh vng ven ca cc th loi trung bnh v ln, nh mt phn ca vnh ai xanh, nhm cung cp hoa ti, cy cnh cho c nhn, gia nh v cc c quan. Tri theo sut chiu di t nc, Vit Nam c nhiu nh vn, lng hoa, vng chuyn canh hoa, nhiu lng hoa hnh thnh t vi trm nm nh cc lng hoa Ngc H, Nghi Tm, Nht Tn, Qung B, H Ni, trn mt trm nm th c cc lng hoa ni ting thnh ph Lt, th trn n Dng, lng hoa G Vp ca thnh ph H Ch Minh, cc lng hoa Tn Qui ng, Sa c Nhm nhn thy Nng cng l mt trong nhng trung tm trng im ca t nc ti sao li khng c to dng mt hnh nh ti xanh ca thnh ph hoa v cy cnh? V xut pht t thc tin ny nhm nhn thy th trung Nng ang l mt th trng y tim nng., nhm chn ti nh trn. y l mt ti tng i mi l v mang tnh thc tin cao. Tuy nhin s rt kh khn v tn km nhiu chi ph trong vic thu thp thng tin, x l d liu, trong khi thi gian dnh cho mn hc cng nh s lng thnh vin hn ch. Do bi tp ny khng trnh khi thiu st. Nhm No Boy rt mong nhn c ng gp chn thnh t pha c v cc bn.

NHM NO BOY

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Xin chn thnh cm n c!

A. BI CNH NGHIN CU V VN QUN TR I. BI CNH NGHIN CU

C hi:

+ Thu nhp v i sng ca ngi dn hin nay ang c nng cao, khuynh hng thng ngon, hng th ngh thut to nhu cu cao v ngun cung cp hoa cnh,c th nhu cu v hoa cnh p tng, h thng gin treo trng hoa , cy cnh + Vic pht trin loi hnh ngh thut chi cy cnh l th vui tao nh ang thu ht rt nhiu ngi dn mi tui. + Vit Nam c nhiu l hi c t chc mi min t nc, (Tt Nguyn n, hi ch Hoa xun, cc ngy rm, L Pht n, ngy Tnh yu Valentine 14/2, ngy Quc t Ph n 8/3, Ngy Nh gio Vit Nam 20/11, ) hoa, cy cnh thng l nhng mn qu tinh thn gi tr nhu cu v Hoa, cy cnh cng tr nn gia tng. + C hi v vic m rng k hoch kinh doanh cy cnh cho ngi dn thnh ph Nng m cn cc khu vc ln cn v rng hn l c nc. + bt u c s quan tm ca chnh quyn, cc nh khoa hc v cc nh u t trong nc v c nc ngoi.
Thch thc:

+ Thch thc ln khi cc ngun cy hoa cnh t bn ngoi mi l v r hn ang t xm nhp cnh tranh vi hng cy cnh ti Nng. + Tnh trng th ha, m rng cc khu cng nghip ln ra ngoi thnh lm

NHM NO BOY

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

t trng hoa, cy cnh b thu hp v tr nn t . Cc cht nhim t sinh hot v cng nghip nh rc thi, nc thi v kh thi ang e da tnh bn vng ca vic pht trin rng quy m. + Cc bin ng gi c, ngun tiu th bn ngoi b ph thuc vo nhiu yu t, cc ri ro trong kinh doanh cn kh ln v cha d bo trc c. Da vo cc phn tch bn trong v bn ngoi nhn thy c rt nhiu c hi, trin vng pht trin loi hnh kinh doanh hoa v cy cnh ti Nng ha hn v ang khi sc cho mt k hoch kinh doanh ca nhm. II. TNH HUNG QUN TR Cc thnh vin nhm No Boy c mt s vn kha kh mun dnh kinh doanh. Nhm d nh thnh lp cng ty TNHH A&Z v ang tm kim mt mt hng hay dch v s mang li nhiu tim nng pht trin trong tng lai. Trong mt cuc tho lun c rt nhiu kin c a ra nh cung cp dch v giao hng tn nh, m mt Mini Spa, cung cp cy cnh, h thng gin treo, t trng cy, m ca hng n. Tht may mn nhm c c s c vn ca cc v tin bi i trc, ngi tng tham gia nghin cu nhu cu h thng cc sn phm t trng rau, cy cnh, hoa p tng h thng gin treo ti thnh ph Nng. Cc anh ch cho bit, cch y 3 nm cc anh ch nghin cu v nhn ra nhu cu ca ngi dn Nng vi cc sn phm ny l rt ln. Cc anh ch cn gi y l mt sn phm m ti Nng cha c nhiu nh cung cp m ch yu l c bn km cc nh vun, cc khu bn hoa. Ngoi ra, rt nhiu ngi c nhu cu nhng khng bit tm ngun cung u.

NHM NO BOY

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Vi s t vn thm ca bn b v ngi thn nhm chuyn s tp trung nhiu vo h thng cc sn phm t trng rau, hoa v cy cnh p tng, h thng gin treo. Nh tm kim thng tin trn mng, qua bo ch, i thc t nhm c mt s thng tin b ch v c mt s thc mc sau:
-

i sng ca ngi dn ngy cng cao, c bit l ngi dn sng thnh ph, i km vi l nhu cu v mt cuc sng cng ngy cng cao. H mun ngi nh ca h c trang tr tht p, c nhiu loi hoa, cy cnh c bi tr tht n tng. Ti sao li khng th tn dng c khng gian cht hp ca ngi nh t khong trng ca nhng bc tng hay lan can lm iu ?

- Qu trnh th ho ngy cng nhanh, i km theo l vn nhim mi trng cng ngy cng trm trng, mt gii php gii quyt vn mi trng l rt cn thit. i vi thnh ph Nng th c qu t cy xanh so vi th hay Hi Phng, cng nh nhiu thnh ph khc trong c nc v vy nhm ngh ti sao khng th lm cho mi ngi nh tr thnh mt cy xanh nh? T tt c cc yu t trn pht sinh mt vn qun tr trong cng ty A & Z l: h thng cc sn phm trng hoa, cy cnh p tng, h thng gin treo c phi l mt c hi kinh doanh ca cng ty hay khng? III. VN NGHIN CU T vn qun tr trn c rt nhiu vn nghin cu c t ra lm au u cc nh qun tr tng lai. Nhng qua tho lun cc thnh vin trong nhm u xc nh rng, mun bit c phi l mt c hi kinh doanh hay khng th cn phi xem ngi dn ti Nng c nhu cu vi cc sn phm ny hay khng. V ch khi h c nhu cu th cng ty mi c c hi cung cp cc sn phm, mi c c hi thu c li nhun trong tng lai. Vic cng ty c thnh cng hay khng ph thuc

NHM NO BOY

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

vo nhiu vn nh s tha mn ca khch hng i vi cc sn phm hin thi, thi ca khch hng vi s cung cp phn phi sn phm hin nay, gi c sn phm, mu m, cht lng sn phm nhng nhu cu mi l vn quan trng, bc thit hng u. Cc nh qun tr xc nh mt vn nghin cu l: Nghin cu nhu cu s dng h thng cc sn phm trng rau xanh, hoa cnh p tng, h thng gin treo ca ngi dn thnh ph Nng. B. MC TIU NGHIN CU

Bi nghin cu c hai mc tiu ln c xc nh r rng :

Xc nh nhu cu ca ngi dn thnh ph Nng i vi vic s

dng h thng cc sn phm hoa, cy cnh p tng, h thng gin treo

Quyt nh xem y c phi l c hi kinh doanh i vi cng ty

A&Z hay khng.

Mc tiu c th l:
Tm hiu mc thm nhp th trng - Tm hiu v nhu cu hin ti + Ngi dn c ang s dng cc sn phm ny hay khng + Mc tha mn vi s a dng ca sn phm + Mc tha mn vi nh cung cp hin ti - Tm hiu nhu cu tim nng + Tm hiu ngi dn c nh s dng cc sn phm ny hay khng ? + Tm hiu xem liu c mt nh cung cp cc sn phm ny chuyn nghip hn th nhng khch hng v ang s dng c nh thay i nh cung cp khng? + Tm hiu khch hng c tht s b li cun nu h thng sn phm c km theo dch v hay khng?

NHM NO BOY

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

+ Nu c khng gian trng trong nh, liu khch hng c nhu cu s dng sn phm hay khng? nh hng ca cc nhn t nhn khu hc - Thu nhp - tui ng c mua hng ca khch hng - trang tr - V nh hng ca tn ngng - Theo s thch - Theo xu hng tro lu

V c th hn mc tiu nghin cu l cc cu hi v gi thuyt nghin cu:

Cu hi nghin cu: Gi thit nghin cu:

nu thu nhp ca ngi dn thnh ph H1: s lng khch hng tiu dng sn phm tng ln. tng ln th nh hng n vic tiu H2: lng khch hng tng ln khng i dng cc sn phm ca cng ty nh th H3: lng khch hng khng i ch c no ? s lng hng bn l tng ln ng k. Thu nhp bnh qun u ngi ca H1: t 1-2triu thnh ph Nng trn 1 thng? H2: t 2-4 triu H3: t 4-8 triu H4: trn 8 triu thu nhp cao hay thp c nh hng n H1: t nh hng th vui chi cy cnh ca mi ngi H2: nh hng ln H3: ko nh hng khng? khch hng quan tm ti cc sn phm H1: trang tr, lm p cho ngi nh H2: l mt th vui, nim am m trn l v? H3: bo v sc khe ca bn thn v gia nh H4: v cc sn phm s mang li may mn cho gia ch

NHM NO BOY

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Yu t dch v no c ngi dn quan H1: T vn sau mua tm nhiu nht? H2: Dch v vn chuyn H3: Dch v lp t

C. THIT K NGHIN CU I. MC TIU CA THNG TIN CN THU THP Thng tin phi ph hp vi mc tiu nghin cu. D liu phi xc thc trn hai phng din gi tr v tin cy . D liu thu thp phi nhanh chng vi mc chi ph ph hp.
D liu cn thu thp: l nhng d liu lin quan n nhu cu v s dng

h thng cc sn phm trng cy, hoa cnh p tng, h thng gin treo ca ngi dn thnh ph Nng (nhng thng tin ny phi c chi tit ha trong bng cu hi). II. PHNG PHP NGHIN CU Nghin cu c tin hnh qua hai bc l nghin cu s b v nghin cu chnh thc. Nghin cu s b: Cc thnh vin trong nhm tho lun nh tnh, a ra m hnh phng php nhn ra nhu cu ca ngi dn. ng thi cc thnh vin trong nhm cn tham kho kin ca cc anh ch t gii nht cuc thi tng kinh doanh sng to v ti thnh ph xanh bit thm v tnh hnh nhu cu v cc sn phm m cng ty A&Z a ra. Cc thnh vin trong nhm cn tm ti liu trn cc bo, tp ch chuyn ngnh v internet.. v d v mt s trang web v tp ch nhm tm ti liu l: http://caycanhvietnam.vn, http://vtc.vn, http://haiduongdost.gov.vn, http://phapluattp.vn, http://htx.dongtak.net, http://forum.caycanhvietnam.com... Tp ch: K Nguyn S, Hoa cnh Vit Nam, Khng gian p
NHM NO BOY Trang: 8

NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Nhm i thc t Phng M An Qun Ng Hnh Sn, qua quan st v hi mt s h gia nh, nhm thy c nhiu ngi hng th vi cc sn phm ny Nghin cu chnh thc: Nghin cu chnh thc thng qua ly kin trc tip ca ngi dn Nng bng cch thng qua bng cu hi iu tra. Phng php thu thp d liu: phng vn bng bng cu hi. Cng c thu thp d liu: s dng bng cu hi, gm cc cu hi: la chn, cu hi m, Vi cc thang o: Biu danh, khong cch v t l, S dng cc thang o v phn mm SPSS phn tch s liu iu tra bit c nhu cu ca ngi dn. T nhng kt qu phn tch c v thng tin thu thp, nhm tin hnh nh gi v v a ra kt qu v hin trng nhu cu ca ngi dn Nng v xc nh y c phi l mt c hi kinh doanh cho cng ty A & Z hay khng. III. I TNG CHN MU V CCH THC IU TRA 1. i tng chn mu i tng chn mu l ngi dn thnh ph Nng. Bng cu hi c gi trc tip ti i tng iu tra.
2. Phng php chn mu

Mu c chn theo phng php chn mu thun tin: Nhm chn ra cc n v ly mu da vo s thun tin hay tnh d tip cn. u im: t tn km, d dng, nhanh chng, phi hp thun tin.. Nhc im: chnh xc v tin cy khng cao. 3. Cch thc thu thp d liu Nhm lp k hoch v thit k mt bng cu hi. iu tra ti mt s qun thuc thnh ph Nng: Qun Hi Chu, Qun Ng Hnh Sn, Qun Lin Chiu, Qun Thanh Kh. Gp v tip xc trc tip vi ngi dn v phng vn bng bng cu hi.
NHM NO BOY Trang: 9

NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

- Nhm i n cc c quan, x nghip c ngi quen trong v gi bn cu hi n cho tng ngi. - Hn na cc thnh vin trong nhm mang bn cu hi v khu vc mnh sinh sng thu thp. - Nhm tm n nhng khu vc ng ngi nh siu th, ch, bn xe thu thp d liu nhanh chng hn. Xem xt v thng k tt c cc bn tr li sau m ho chun b cho qu trnh x l s liu thng k. Hiu chnh d liu Nhm pht ra 350 bn thu v 324 bn cu hi, loi b 24 bn do p vin tr li khng hp l nh tr li khng ht cu, tr li khng ng phn. lm cho d liu c gi tr hn, d dng cho vic phn tch v x l. Cu trc v m ha d liu Hu ht cc cu hi trong bng d liu ca nhm u cha c m ha, nhm phi tin hnh m ha sau. V d nh: -- i vi cu hi: Gia nh anh ch c ang s hu sn phm no trong cc sn phm trn khng. + Khng => gn l 0 + C => gn l 1 -- Cc cu hi v nh mua ca khch hng + Khng c nh mua => 1 + C th s mua => 2 + S mua => 3 + Chc chn mua => 4 -- i vi khu vc sng + Khu vc trung tm thnh ph: Qun Hi Chu, Qun Thanh Kh + Khu vc ang pht trin: Qun Sn Tr, Qun Ng Hnh Sn, Qun Lin Chiu + Khu vc ven thnh ph: Qun Cm L

NHM NO BOY

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

IV. PHNG PHP PHN TCH D LIU S dng cc phng php phn tch: thng k suy lun, thng k m t. D n cn s dng loi nghin cu m t (phng php nghin cu d liu th cp v s cp). S dng phn mm SPSS phn tch.

D. KT QU PHN TCH D LIU I. KT QU NGHIN CU NH TNH Theo nh mt s thng tin tm hiu v thi trng thnh ph Nng th: - Xt trn tc ng v thu nhp th khi thu nhp ca i a s ngi dn tng theo nh tm hiu th thu nhp cao th nhng nhu cu lm p cho ngi nh, c bit l nhng ngi mi xy dng gia nh, hoc nhng ngi va xy nh th chi ph b ra chm sc ngi nh bng hoa, cy cnh cho ngi nh ca mnh c v khng qu sc i vi nhiu ngi. - V th vui th c rt nhiu ngi ham m vi th vui ny c bit l nhng ngi c thi gian rnh ri thi khi chia s v nhu cu, nguyn vng v c chi tiu th h t ra rt ho phng i vi vic chi tiu cho nhng am m, s thch ca mnh - Hin nay theo tin tc ca mt s bi bo cng nh mt s lnh o th Nng ang xy nhiu khu chung c, ngh dng cao, khu resort cp cao cp => (rt cn h thng v hoa, cy cnh m nhm ti) y c th l mt trong nhng th trng tim nng khai thc trong trng lai vi tng kinh doanh.

NHM NO BOY

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

II. KT QU NGHIN CU NH LNG Sau khi c y cc bn cu hi iu tra, m ha d liu cho cc bin trong bng cu hi v nhp d liu nhm tin hnh phn tch d liu. S dng phn mm SPSS nhm thu c kt qu nh sau: 1. Tm hiu v nhu cu ca khch hng hin ti a. Tnh hnh dn c c s hu sn phm v khng s hu sn phm Nng
Sohuusanpham Valid khng C Total Frequency 85 215 300 Percent 28.3 71.7 100.0 Valid Percent Cumulative Percent 28.3 28.3 71.7 100.0 100.0

28.3%

71.7%

Ta thy trong mu 300 gia nh th c ti 215 gia nh v ang s hu mt hay nhiu cc sn phm trn m cng ty A&Z ang d nh cung cp, chim 71,7% trong tng s, y l mt t l kh ln. Kim nh gi thit v t l dn c thnh ph Nng ang s hu sn phm trong tng dn c thnh ph.
NHM NO BOY Trang: 12

NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Vi mu ngu nhin, n=300 >40 ta c: Ho: p=0.7 (S dn c ang s hu nhng sn phm trn nh hn hoc gn bng 70% tng dn c Nng). H1: p > 0.7 (S dn c ang s hu sn phm chim hn 70% tng dn c Nng) Ta c: W=

Z Za = 1.645 Ta thy Z < Za => chp nhn H0 tc ta c th khng nh, s dn c ang s hu nhng sn phm trn nh hn hoc gn bng 70% tng dn c Nng b. T l cc sn phm c s hu bi nhng khc hng hin ti

t l cc sn phm
90.00 80.00 70.00 60.00 50.00 40.00 30.00 20.00 10.00 0.00 caycanhtrongchau hethonggiantreo 1 cayaptuong 26.51 38.60 21.86 73.49 61.40 78.14 caycanhtrongchau c caycanhtrongchau khng hethonggiantreo c hethonggiantreo khng cyaptuong c cyaptuong khng

Da vo th trn v tin hnh kim nh gi thuyt v t l mt tng th ta thy, trong s cc gia nh ang s hu cc sn phm m cng ty nh cung cp th ch yu l chu cnh, cn gin treo v cy p tng th rt t. c. T l dn c mua sn phm trong s nhng ngi ang s hu sn phm
NHM NO BOY Trang: 13

NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Frequency Valid Khc Mua Total 60 155 215

Mua/tang,cho Percent Valid Percent 27.91 72.09 100.0 27.91 72.09 100.0

Cumulative Percent 27.91 100.0

t l k h g u s n hm hc hn t ma p
8. 0 0 0 7. 0 0 0 6. 0 0 0 5. 0 0 0 4. 0 0 0 3. 0 0 0 2. 0 0 0 10 00 . 00 . 0 m u a ka t n, h h :a co c g

Trong mu 300 ngi c hi th c 155 ngi t mua sn phm, chim 72.09% cn 27.91% l c biu tng Ta tin hnh kim nh tham s t l mt tng th, tm hiu t l khch hng t mua sn phm trong nhng ngi ang s hu sn phm Vi n=215 >40, ta c: Ho: p=0.7 (Trong s nhng ngi ang s hu sn phm th s ngi t mua sn phm nh hn hoc bng 70%). H1: p > 0.7 (Trong s nhng ngi ang s hu sn phm th s ngi t mua sn phm ln hn 70%) W

NHM NO BOY

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Ta thy: Z < Za => chp nhn H0, tc l trong s nhng ngi ang s hu sn phm th s ngi t mua sn phm nh hn hoc bng 70%. d. Mc hi lng ca nhng ngi mua hin ti Gi c Trong 155 ngi ang s hu sn phm th a phn l kh hi lng vi gi c hin ti chim ti trn 70%, cn trn 20% l cha hi lng vi gi c hin ti. Dch v km theo mc hi lng rt hi lng kh hi lng hi lng mc khng hi lng hi lng rt hi lng lng khng hi tng s kh hi lng hi lng khng hi lng rt khng hihi lng rt khng lng tng s khng hi lng
mc hi lng hi lng kh hi lng rt hi lng 0.00 10.00 20.00 30.00 % 40.00 50.00 60.00

dch v km theo s ngi 27 65 51 s ngi 12 06 155 40 74 35 0 155

% 17.42 41.94 32.90 % 7.74 3.87 0.00 100.00 25.81 47.74 22.58 0.00 100.00

Gi c

gi c

dch v km theo

mc hi lng

0.00
1

7.74 32.90 41.94 17.42

rt khng hi lng khng hi lng hi lng kh hi lng rt hi lng 30.00 % 40.00 50.00

NHM NO BOY

0.00

10.00

20.00

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Da vo bng s liu cng th ta thy, trong s nhng ngi mua sn phm c hi th a phn u kh hi lng vi dch v km theo hin ti, trong 155 ngi th c ti 134 ngi l kh hi lng cho ti rt hi lng, ch c 21 ngi l khng hi lng.

S a dng ca sn phm a dng sn phm s ngi 10.00 45.00 59.00 34.00 7.00 155.00

mc hi lng rt hi lng kh hi lng hi lng khng hi lng rt khng hi lng tng s

% 6.45 29.03 38.06 21.94 4.52 100

a dng s n phm

40 35 30 25 % 20 15 10 5 0 rt hi lng

NHM NO BOY

kh hi lng

hi lng

khng hi lng

rt khng hi lng

mc hi lng

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Cng nh hai yu t gi c v dch v km theo th mc hi lng ca nhng ngi mua sn phm hi lng vi s a dng cng kh cao, c 144 ngi trn 155 ngi kh hi lng n rt hi lng, chim ti trn 73%.

a im bn a im bn ngi 11.00 48.00 55.00 30.00 11.00 155.00 % 7.10 31,00 35.45 rt hi lng 19.35 kh hi lng 7.10 hi lng 100
khng hi lng rt khng hi lng

mc hi lng rt hi lng kh hi lng hi lng khng hi lng rt khng hi lng tng s

a im bn s

NHM NO BOY

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

a im bn ca cc ca hng hin ti cng c cc khch hng tng mua sn phm trong mu 300 ngi nh gi kh cao. C ti 35.45% khch hng hi lng, 31% khch hng kh hi lng, v 7.10% khch hng rt hi lng v a im bn. Nh vy, suy rng ra cho tng th ta thy, khch hng hin ti ca cc sn phm trn Nng th hi lng vi cc yu t nh gi c, dch v km theo, s a dng ca sn phm cng nh a im bn y l mt ro cn, cng nh thch thc i vi cng ty A&Z. Cng ty mun gia nhp th trng ngnh cung cp cc sn phm hoa, cy cnh, h thng gin treo, hoa p tng Nng th phi ci thin cc yu t trn nhng iu ny l kh kh hay tm ra cho mnh mt li th cnh tranh mi. 2. Tm hiu tim nng ca th trng Nng a. Nhng yu t kch thch nhu cu ca ngi dn. Mong mun lm p nhng khong trng ca ngi nh
khoangtrongtrongnha Cumulative Frequency Percent 14.0 46.0 29.7 10.3 100.0 Valid Percent 14.0 46.0 29.7 10.3 100.0 Percent 14.0 60.0 89.7 100.0

Valid khong co y dinh mua

co the se mua se mua chac chan se mua Total

42 138 89 31 300

NHM NO BOY

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Trong 300 mu c hi, th c ti 138 ngi tr li c th s mua v 89 ngi s mua chim ln lt 46% v 29.7% ch c 14% ngi tr li l chc chn khng mua. Dch v tt, sn phm a dng hn sanphamdichvutothon Cumulative Frequency Valid khong co y dinh mua co the se mua se mua chac chan se mua Total 34 123 112 31 300 Percent Valid Percent 11.3 41.0 37.3 10.3 100.0 11.3 41.0 37.3 10.3 100.0 Percent 11.3 52.3 89.7 100.0

NHM NO BOY

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Da vo s liu v bn ta thy, trong 300 ngi c hi th c 47.6% s mua sn phm v chc chn s mua. 123 ngi trn 300 ngi s c th s mua sn phm. Thu nhp tng thunhaptang Cumulative Frequency Percent Valid Percent Valid khong co y dinh mua co the se mua se mua chac chan se mua Total 6 82 121 91 300 2.0 27.3 40.3 30.3 100.0 2.0 27.3 40.3 30.3 100.0 Percent 2.0 29.3 69.7 100.0

NHM NO BOY

Trang: 20

NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Khi thu nhp tng th quyt nh mua sn phm ca nhng ngi c hi cng chc chn hn. C ti 91 ngi chim 30.3% ngi chc chn s mua sn phm khi thu nhp ca h tng ln. C 40.3% ngi s mua, 27.3% ngi c th s mua. Ch c 2% ngi c hi khng c nh mua sn phm khi thu nhp tng ln. Khng gian sng thu hp khonggianthuhep Cumulative Frequency Valid khong co y dinh mua co the se mua se mua chac chan se mua Total 57 100 78 65 300 Percent Valid Percent 19.0 33.3 26.0 21.7 100.0 19.0 33.3 26.0 21.7 100.0 Percent 19.0 52.3 78.3 100.0

NHM NO BOY

Trang: 21

NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Ta thy khng gian sng nh hng kh t ti quyt nh mua sn phm ca mu 300 ngi c hi. Cc quyt nh chnh lch khng nhiu c th a ra kt lun. Trong mu 300 ngi th c 19% s ngi khng c nh mua, 33% c th s mua, 26% ngi s mua, 21% l cc chn s mua. b. S khc nhau v s nh hng ca cc yu t i vi khch hng hin ti v khch hng tim nng. Do s ngi cha s hu sn phm v nhng ngi s hu sn phm, khng ng u nhau trong mu nghin cu, nn ta ch so snh nh hng ca cc nhn t n quyt nh mua sn phm i vi 2 nhm khch hng ny, ch khng nghin cu mc nh hng mnh yu nh th no. Cc so snh ch mang tnh cht trc quan. S khc nhau v mong mun trang tr khong trng trong nh gia hai nhm khch hng

NHM NO BOY

Trang: 22

NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Trc quan th ta thy, mong mun lm p khong trng trong nh ca c hai nhm khch hng l gn nh nhau. c hai nhm, quyt nh c th s mua v s mua sn phm kh tng ng v t l. Suy rng ra, ta c th thy nhu cu ca khch hng hin ti v khch hng tim nng i vi cc sn phm ca cng ty trang tr khong trng trong nh l nh nhau. C th thy y l mt ngch th trng hin ang b b ng, c th l cc cng ty khc cha ch trng vo hay cha khi gi c nhu cu ny ca ngi dn Nng. S khc nhau v nh hng ca s a dng sn phm, dch v ca 2 nhm khch hng.

NHM NO BOY

Trang: 23

NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Ta thy nh hng ca s a dng sn phm, dch v ti quyt nh mua hng l khc bit kh r rt gia hai nhm khch hng trong mu c chn. Vi nhng khch hng hin ti ang s hu sn phm th s a dng ca sn phm, dch v nh hng t hn ti quyt nh mua. D sn phm, dch v vn nh cc ca hng hay cng ty hin ti th h vn mua sn phm nhng mc chc chn ca quyt nh khng cao, quyt nh c th s mua cao hn quyt nh s mua. Cn nhm khch hng tim nng th quyt nh mua ca h ph thuc vo nhiu vo s a dng ca sn phm,dch vu, quyt nh mua ca h bc ng hn. Nu nhiu sn phm hn, dch v tt hn th h s sn sng mua sn phm, quyt nh s mua kh cao. Do y c th l mt tn hiu tt cho cng ty. Nhng t l khch hng c sn phm nhiu hn nhm khch hng cha c sn phm chnh lch nhau nhiu y cng cha hn l mt li th cng ty A&Z gia nhp ngnh. S khc nhau v nh hng ca yu t thu nhp vi 2 nhm khch hng

NHM NO BOY

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

nh hng ca yu t thu nhp khng c s khc bit ln gia hai nhm khch hng, nu thu nhp tng th quyt nh s mua hng ca c hai nhm u cao. V quyt nh chc chn mua hng chim t l ln cng cho thy s nh hng mnh ca yu t thu nhp ti quyt nh mua hng ca khch hng. S khc nhau v quyt nh mua sn phm ca hai nhm khch hng trc nh hng ca khng gian sng.

NHM NO BOY

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Trong khi vi khch hng hin ti h khng b nh hng ca khng gian sng, d khng gian sng c hp hay rng th quyt nh ca h cng u u nh nhau gia cc phng n. iu ny rt kh khn cho cng ty trong vic nhn ra nhu cu khch hng. Vi nhm khch hng tim nng, khng gian sng nh hng mnh hn mt cht. Quyt nh c th s mua nhiu hn, nhng s khc bit cha cho cng ty ra quyt nh. Kim nh Chi bnh phng v s c lp hay ph thuc ca nh mua vi nhm khch hng Vi phn tch m t nh trn ta ch mi so snh c nh hng ca tng bin s khc nhau nh th no i vi tng nhm khch hng. V bit c nh mua hng c lp hay ph thuc vi nhm khch hng ta tin hnh kim nh Chi bnh phng. H0: nh mua do tc ng ca cc yu t c lp vi tng nhm khch hng H1: nh mua do tc ng ca cc yu t ph thuc vo tng nhm khch hng
NHM NO BOY Trang: 26

NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Chi-Square Tests -- trang tr khong trng Asymp. Sig. (2Value df sided) a Pearson Chi-Square 4.547 3 .208 Likelihood Ratio 4.777 3 .189 Linear-by-Linear Association 2.699 1 .100 N of Valid Cases 300 a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 8.78. Chi-Square Tests -- s a dng sn phm, dch v Asymp. Sig. (2Value df sided) a Pearson Chi-Square 28.470 3 .000 Likelihood Ratio 36.765 3 .000 Linear-by-Linear Association 6.398 1 .011 N of Valid Cases 300 a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 8.78.

NHM NO BOY

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Chi-Square Tests --- thu nhp tng Asymp. Sig. (2Value df sided) Pearson Chi-Square 17.803a 3 .000 Likelihood Ratio 17.845 3 .000 Linear-by-Linear Association .943 1 .332 N of Valid Cases 300 a. 2 cells (25.0%) have expected count less than 5. The minimum expected count is 1.70.

Chi-Square Tests --- khng gian sng thu hp Asymp. Sig. (2Value df sided) Pearson Chi-Square 6.630a 3 .085 Likelihood Ratio 6.700 3 .082 Linear-by-Linear Association .119 1 .730 N of Valid Cases 300 a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 16.15. Trong kim nh ny ta thy: i vi nh mua sn phm do nhu cu trang tr khong trng v khng gian sng thu hp vi tng nhm khch hng l c lp nhau (v Gi tr Chi bnh phng u ln hn 4.547, v P-value >0.05 nn ta khng c c s bc b gi thuyt H0). Nh vy nh mua sn phm do nhu cu trang tr khong trng trong nh v do khng gian sng khng ph thuc vo vic khch hng mua sn phm hay cha.

NHM NO BOY

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Nhng i vi nh mua do yu t dch v tt v thu nhp tng li ph thuc vo nhm khch hng l ngi c sn phm ri hay cha c (v Chi bnh phng ln hn 17.83 v p-value <0.05). Ngha l nh mua sn phm khi thu nhp ca ngi dn tng ln hay c dch v tt hn ph thuc vo vic h c sn phm nh hay cha. c. Mc bit n sn phm qua cc phng tin ca 2 nhm khch hng

Banbenguoithan Frequen Percen cy Vali khn d g c Total 128 t 42.7 Valid Percent 42.7 57.3 100.0 Cumulativ e Percent 42.7 100.0

172 57.3 300 100.0

baochitruyenhinh Frequen Percen cy Vali khn d g c Total 195 105 300 t 65.0 35.0 100.0 Valid Percent 65.0 35.0 100.0 Cumulativ e Percent 65.0 100.0Vali khn d g c Total Internet Frequen Percen Valid cy 141 t 47.0 Percent 47.0 53.0 100.0 Cumulativ e Percent 47.0 100.0

159 53.0 300 100.0

NHM NO BOY

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

panoapphich Frequen Valid cy Vali khn d g c Total 253 47 300 Percent Percent 84.3 15.7 100.0 84.3 15.7 100.0

Cumulativ e Percent 84.3 100.0

khac Frequen cy Vali khn d g c Total 263 37 300 Valid Percent Percent 87.7 12.3 100.0 87.7 12.3 100.0 Cumulativ e Percent 87.7 100.0

NHM NO BOY

Trang: 30

NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

m?c ? nh?n bi?t s?n ph?m qua cc phng ti?n

0.60 0.50 0.40 t? l? nh?n bi?t 0.30 0.20 0.10 0.00 b?n b bo ch ng?i thn truy?n hnh internet phng ti?n pano ap phich khc

Qua cc bng s liu chi tit cho tng phng tin v biu tng hp ta thy, trong mu, s ngi bit n sn phm ch yu l qua gia nh, bn b l ln nht, c 172 ngi chim ti trn 60%. Sau l internet v cui cng l truyn hnh, bo ch, mc nhn bit sn phm qua pano. Apphich bng hiu l nhng phng tin truyn thng em li t hiu qu vi nhng ngi c hi. 3. Tm hiu ng c mua hng, nhng nhn t tc ng trc tip cng nh gin tip ti nhu cu ca khch hng. a. ng c mua hng
So thich thoi quen Cumulative Valid khong anh huong anh huong it co anh huong rat anh huong Total Frequency 30 36 145 89 300 Percent Valid Percent 10.0 10.0 12.0 12.0 48.3 48.3 29.7 29.7 100.0 100.0 Percent 10.0 22.0 70.3 100.0

NHM NO BOY

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Theo mu iu tra phn ln ngi c hi u cho l mua sn phm v s thch, hay thi quen. C ti 48.3% ngi cho rng s thch thi quen c nh hng n nhu cu sn phm, 89 trong 300 ngi chim 30% cho l rt nh hng. S ngi cho l khng nh hng ch chim c 10%. Trang tri Cumulative Frequency Valid khong anh huong anh huong it co anh huong rat anh huong Total 23 59 148 70 300 Percent 7.7 19.7 49.3 23.3 100.0 Valid Percent 7.7 19.7 49.3 23.3 100.0 Percent 7.7 27.3 76.7 100.0

NHM NO BOY

Trang: 32

NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Cng ging nh nh hng ca s thch, thi quen, nhu cu trang tr nh ca nh hng kh ln ti nhu cu mua sn phm. Trong mu 300 ngi th c 218 ngi chim 72,6% ngi cho l nhu cu tranh tr rt nh hng v nh hng ti nhu cu sn phm. Van hoa Cumulati Yu t vn ha nh hng Freque Perce ncy Vali khong anh d huong anh huong it co anh huong rat anh huong Total 30 90 100 80 nt 10.0 30.0 33.3 26.7 Valid Percent 10.0 30.0 33.3 26.7 100.0 Cumulati Freque Perce ncy Vali khong anh d huong anh huong it co anh huong rat anh huong Total nt Valid ve Percent Percent 25.0 47.3 22.3 5.3 100.0 25.0 72.3 94.7 100.0
Trang: 33

ve Percent

khng r rng ti nhu cu sn phm. Trong mu th t

10.0 l chn cc phng n l kh tng ng, t khc bit. C 40.0 30% ngi cho l vn ha t nh hng n quyt nh 73.3 mua hng, 33.3% l c nh hng, 26.7% l rt nh 100.0 hng.

300 luu Trao 100.0

75 25.0 142 47.3 67 22.3 16 5.3

NHM NO BOY

300 100.0

NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Tro lu l nhn t c a phn mi ngi trong mu cho l t nh hng, ch c 83/300 ngi chim 27.6% cho l tro lu nh hng ti nhu cu sn phm. b. Tc ng ca nhn t gi c ti nhu cu sn phm. Bng thng k m t di y cung cp mt ci nhn tng quan v mc sn sng chi tr ca nhng ngi trong mu. Nhng tm hiu k v lm r vn hn ta i tm hiu mc chi tiu trung bnh i vi tng dng sn phm m cng ty A&Z d nh cung cp. Kim nh mc chi tiu trung bnh ca ngi dn i vi cc sn phm ca cng ty.

NHM NO BOY

Trang: 34

NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Descriptive Statistics Percentiles 50th Std. N chaucanh cayaptuo ng giantreo 300 300 300 Mean 1.8933 2.0200 2.4967 Deviation Minimum .80256 .91418 1.07728 1.00 1.00 1.00 Maximu m 25th (Media n) 75th 2.000 0 2.000 0 3.000 0

4.00 1.0000 2.0000 5.00 1.0000 2.0000 5.00 2.0000 3.0000

Chu cnh chaucanh Observed N 104 134 52 10 300 Expected N 75.0 75.0 75.0 75.0 Residual 29.0 59.0 -23.0 -65.0

nho hon 200 ngan tu 200 den 1 trieu tu 1 trieu den 2 trieu tu 2 trieu den 5 trieu Total

One-Sample Statistics N chaucanh 300 Mean 1.8933 Std. Deviation .80256 Std. Error Mean .04634

One-Sample Test Test Value = 0 95% Confidence Interval of Sig. (2chaucanh t 40.861 df 299 Mean tailed) Difference .000 1.89333 the Difference Lower Upper 1.8021 1.9845
Trang: 35

NHM NO BOY

NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Da vo kt qu phn tch ta thy c ti 134/300 ngi sn sng mua chu cnh vi mc gi dao ng t 200 ngn n 1 triu, 104 ngi mua mc gi di 200 ngn, 52 ngi mua sn phm t 1 triu n 2 triu. Nhn chung sn phm cy cnh c gi t 200 ngn n 1 triu l ph hp vi nhu cu ca a phn nhng ngi c hi. Ta i kim nh xem xt cc sn phm cy cnh c mc gi t 200 ngn n mt triu l ph hp vi nhu cu ca ngi dn Nng vi tin cy 95%. H0: M =2 (mc chi tiu TB cho chu cnh ca ngi dn Nng l t 200 ngn n 1 triu) H1: M # 2 (mc chi tiu TB cho chu cnh ca ngi dn N khng thuc trong khong t 200 ngn n 1 triu) Ta thy P-value < a=0.05, ta c c s bc b gi thuyt H0, chp nhn H1. Vy mc chi tiu TB cho chu cnh ca ngi dn khng phi l t 200 n 1 triu. T bng s liu ta cng thy, mc chi tiu TB cho chu cnh ca ngi dn dao ng qu ln (0.093 < q < 3.878 ). y l mt kh khn cho cng ty khi xc nh c cu sn phm cy cnh vi mc gi ph hp vi nhu cu ca ngi dn N. Cy p tng cayaptuong Observed N 93 133 53 17 4 300 Expected N 60.0 60.0 60.0 60.0 60.0 Residual 33.0 73.0 -7.0 -43.0 -56.0

nho hon 200 ngan tu 200 den 1 trieu tu 1 trieu den 2 trieu tu 2 trieu den 5 trieu tren 5 trieu Total

NHM NO BOY

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

One-Sample Statistics N cayaptuong 300 Mean 2.0200 Std. Deviation Std. Error Mean .91418 .05278

One-Sample Test Test Value = 0 95% Confidence Interval Sig. (2t 38.272 g H thng gin treo cayaptuon df 299 tailed) .000 Mean Difference 2.02000 of the Difference Lower Upper 1.9161 2.1239

nho hon 200 ngan tu 200 den 1 trieu tu 1 trieu den 2 trieu tu 2 trieu den 5 trieu tren 5 trieu Total

giantreo Observed N 67 76 108 39 10 300

Expected N 60.0 60.0 60.0 60.0 60.0

Residual 7.0 16.0 48.0 -21.0 -50.0

One-Sample Statistics N giantreo 300 Mean 2.4967 Std. Deviation 1.07728 Std. Error Mean .06220

One-Sample Test Test Value = 0 95% Confidence Interval of Sig. (2giantreo t 40.142 df 299 Mean tailed) Difference .000 2.49667 the Difference Lower Upper 2.3743 2.6191
Trang: 37

NHM NO BOY

NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Tng t nh phn tch vi trng hp cy cnh, ta thy khong tin cy ca gi tr chi tiu trung bnh ca ngi dn N cho cc dng sn phm l qu ln, gi tr chi tiu trung bnh khng cn ngha. T cng ty c th d on rng, gi c tc ng khng r rng ti nhu cu sn phm. c. Tc ng ca yu t thu nhp ti nhu cu sn phm. tm hiu xem thu nhp c nh hng ti nhu cu sn phm hay khng ta i phn tch qua cc bin trung gian l ngh nghip ca ngi dn v mc sn sng chi tiu cho cc sn phm ca cng ty.

T th ta thy, vi nhng ngi c thu nhp nh hn 2 triu mt thng th c xu hng mua chu cnh c gi tr nh hn 200 ngn ng. Nhng ngi c thu nhp t 2 n 8 triu th sn sng chi tr cho nhng chu cnh c gi tr t 200 ngn n 1 triu ng. Nhng ngi c thu nhp cao trn 8 triu mi thng li c xu hng chn nhng chu cnh gi thp, c th cy cnh khng khng c h quan tm nhiu lm.
NHM NO BOY Trang: 38

NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Phn tch tng t i vi cy p tng v h thng gin treo ta thy, nhng ngi c thu nhp nh hn 8 triu mt thng th tun theo quy lut thng thng. Ngha l khi thu nhp ca ngi dn cao hn th mc chi tr cao hn. Ring ch nhm ngi c thu nhp cao th rt kh phn on v mc sn sng chi tiu ca h
NHM NO BOY Trang: 39

NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

khng r rng, vi cy cnh v cy p tng th mc gi h sn sng mua rt thp, ch c h thng gin treo l mc gi cao hn. T kt qu ny, cng ty c th phn on c nhu cu ca tng nhm khch hng c thu nhp khc nhau chin lc cung cp sn phm theo tng nhm khch hng sao cho ph hp vi nhu cu ca h. d. nh hng ca nhn t dch v ti nhu cu sn phm i vi sn phm l cy cnh, cy p tng. h thng gin treo th yu t dch v m cng ty c th cung cp l vn chuyn, lp t, t vn cho khch hng v mt vi dch v khc na nh h tr thanh ton, chm sc cy theo nh k. Nhng 3 yu t dch v u tin l 3 yu t in hnh i vi mt hng ny. V vy tm ra li th cnh tranh cng ty tin hnh kho st xem yu t no trong 3 yu t trn nh hng mnh nht n nhu cu ca khch hng.

tuvansaumua Cumulative Valid thu 1 thu 2 thu 3 Total Frequency 93 122 85 300 Percent Valid Percent 31.0 31.0 40.7 40.7 28.3 28.3 100.0 100.0 Percent 31.0 71.7 100.0

vanchuyen Cumulative Valid thu 1 thu 2 thu 3 Total Frequency 37 85 178 300 Percent Valid Percent 12.3 12.3 28.3 28.3 59.3 59.3 100.0 100.0 Percent 12.3 40.7 100.0

NHM NO BOY

Trang: 40

NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

dichvulapdat Cumulative Valid thu 1 thu 2 thu 3 Total Frequency 170 93 37 300 Percent Valid Percent 56.7 56.7 31.0 31.0 12.3 12.3 100.0 100.0 Percent 56.7 87.7 100.0

T kt qu phn tch ta tin hnh tng hp li nh sau: v tr th 1 s ngi 93 37 170 v tr th 2 s ngi

yu t dch v t vn sau mua vn chuyn dch v lp t

% 31.00 12.33 56.67

yu t dch v % t vn sau mua 122 40.67 vn chuyn 85 28.33 dch v lp t 93 31.00 Nh vy, yu t dch v c nh gi l quan trng nht trong quyt nh mua sn phm i vi cc thnh vin trong mu l dch v lp t. Trong 300 ngi th c 170 ngi chn, chim 56.67%. T vn mua hng ng v tr th hai chim 31%. Kim tra li qua bng nh gi v tr th hai ta thy, dch v t vn vn l yu t quan trng th 2 khi khch hng chn mua sn phm. Dch v vn chuyn c nh gi l t quan trng hn trong 3 yu t dch v trn. Kim nh phi tham s xem xt s khc bit v mc nh hng ca cc yu t trn ti quyt nh mua hng ca ngi dn. H0: khng c s khc bit gia cc yu t n quyt nh mua hng. H1: c s khc bit gia cc yu t n quyt nh mua hng.
NHM NO BOY Trang: 41

NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Descriptive Statistics Std. N tuvansaum ua vanchuyen dichvulap dat Mean Deviation .77111 .70528 .70364 Minim Maxim um 1.00 1.00 1.00 um 3.00 1.0000 3.00 2.0000 3.00 1.0000 Percentiles 25th 50th 75th (Median) 2.0000 3.0000 3.0000 3.0000 1.0000 2.0000

300 1.9733 300 2.4700 300 1.5567

Ranks Mean Rank tuvansaumua vanchuyen dichvulapdat Test Statisticsa N Chi-Square df Asymp. Sig. a. Friedman Test 300 125.447 2 .000 1.97 2.47 1.56

Ta thy gi tr Chi bnh phng = 125.447 v P-value =0.000<0.05 nn ta bc b H0 chp nhn H1 hay c s khc nhau v tc ng ca cc yu t dch v trn ti quyt nh mua hng. Da vo bng xp hng trn th kt qu thu c khng c thay i g so vi nhn xt m t ban u. T kt qu phn tch , cng ty nhn ra c yu t dch v no cng ty nn ch trng vo thu ht, khi gi nhu cu khch hng.
NHM NO BOY Trang: 42

NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

e. nh hng ca khu vc sng ti nhu cu sn phm. tin xem xt khu vc sng c nh hng n nhu cu sn phm hay khng, ta i so snh mc chi tiu cho tng loi sn phm ca nhng ngi cc khu vc sng khc nhau, y l khu vc trung tm thnh ph, khu vc ang pht trin v khu vc ven thnh ph. Kim nh chi tiu trung bnh ca ngi dn cc khu vc khc nhau i vi sn phm l chu cnh H0: Chi tiu trung bnh ca cc i tng trung tm thnh ph, khu vc ang pht trin v khu vc ven thnh ph cho sn phm cy cnh l nh nhau. H1: Chi tiu TB cho cy cnh ca ngi dn cc khu vc trn l khc nhau. Chi-Square Tests Asymp. Sig. (2Value df sided) Pearson Chi-Square 27.395a 6 .000 Likelihood Ratio 35.828 6 .000 Linear-by-Linear Association 5.357 1 .021 N of Valid Cases 300 a. 3 cells (25.0%) have expected count less than 5. The minimum expected count is . 53.

NHM NO BOY

Trang: 43

NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

chaucanh * diachi Crosstabulation khu vuc thanh pho 68 65.4% 41.5% 67 50.0% 40.9% 19 36.5% 11.6% 10 100.0% 6.1% 164 54.7% 100.0% diachi khu vuc trien 36 34.6% 30.0% 57 42.5% 47.5% 27 51.9% 22.5% 0 .0% .0% 120 40.0% 100.0% khu vuc pho 0 .0% .0% 10 7.5% 62.5% 6 11.5% 37.5% 0 .0% .0% 16 5.3% 100.0% Total 104 100.0% 34.7% 134 100.0% 44.7% 52 100.0% 17.3% 10 100.0% 3.3% 300 100.0% 100.0%

trung tam dang phat ven thanh chaucanh nho hon 200 Count % within ngan chaucanh % within diachi tu 200 den 1 Count % within trieu chaucanh % within diachi tu 1 trieu den Count % within 2 trieu chaucanh % within diachi tu 2 trieu den Count % within 5 trieu chaucanh % within Total diachi Count % within chaucanh % within diachi

NHM NO BOY

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Symmetric Measures Nominal by Nominal N of Valid Cases Phi Cramer's V Value .302 .214 300 Approx. Sig. .000 .000

Trong kim nh ny ta thy gi tr Chi bnh phng = 27.395 v P-value =0.000 <0.05 nn ta bc b gi thuyt H0 v chp nhn H1 tc l hai bin khu vc sng v mc sn sng chi tiu cho sn phm cy cnh ph thuc ln nhau. Gi tr Phi = 0.302 cho thy s ph thuc ny khng cht ch lm. i vi sn phm cy p tng Chi-Square Tests Asymp. Sig. (2Value df sided) a Pearson Chi-Square 42.775 8 .000 Likelihood Ratio 37.143 8 .000 Linear-by-Linear Association 2.849 1 .091 N of Valid Cases 300 a. 6 cells (40.0%) have expected count less than 5. The minimum expected count is . 21.

NHM NO BOY

Trang: 45

NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

cayaptuong * diachi Crosstabulation khu vuc trung tam thanh pho 55 59.1% 33.5% 73 54.9% 44.5% 22 41.5% 13.4% 10 58.8% 6.1% 4 100.0% 2.4% 164 54.7% 100.0% diachi khu vuc dang phat trien 38 40.9% 31.7% 56 42.1% 46.7% 19 35.8% 15.8% 7 41.2% 5.8% 0 .0% .0% 120 40.0% 100.0% khu vuc ven thanh pho Total 0 93 .0% 100.0% .0% 4 31.0% 133

cayaptuo nho hon 200 ng

ngan

Count % within cayaptuong % within diachi Count % within

tu 200 den 1 trieu

cayaptuong % within diachi tu 1 trieu den 2 Count % within trieu cayaptuong % within diachi tu 2 trieu den 5 Count % within trieu cayaptuong % within diachi Count % within cayaptuong % within diachi Count % within cayaptuong % within diachi

3.0% 100.0% 25.0% 12 44.3% 53

22.6% 100.0% 75.0% 0 17.7% 17

.0% 100.0% .0% 0 5.7% 4

tren 5 trieu

.0% 100.0% .0% 16 1.3% 300

Total

5.3% 100.0% 100.0% 100.0%

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GVHD: ThS. PHM NGC I

Symmetric Measures Value Nominal by Nominal Phi Cramer's V N of Valid Cases .378 .267 300 Approx. Sig. .000 .000

i vi h thng gin treo v cy p tng Chi-Square Tests Asymp. Sig. (2Value df sided) Pearson Chi-Square 78.814a 8 .000 Likelihood Ratio 89.365 8 .000 Linear-by-Linear Association 3.387 1 .066 N of Valid Cases 300 a. 5 cells (33.3%) have expected count less than 5. The minimum expected count is . 53.

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GVHD: ThS. PHM NGC I

giantreo * diachi Crosstabulation

khu vuc trung tam thanh pho 58 86.6% 35.4% 26 34.2% 15.9% 47 43.5% 28.7% 23 59.0% 14.0% 10 100.0% 6.1% 164 54.7% 100.0% diachi khu vuc dang phat khu vuc ven trien 9 13.4% 7.5% 40 52.6% 33.3% 61 56.5% 50.8% 10 25.6% 8.3% 0 .0% .0% 120 40.0% 100.0% thanh pho Total 0 67

giantre nho hon 200 o

ngan

Count % within giantreo % within

.0% 100.0% .0% 10 22.3% 76

tu 200 den 1 trieu

diachi Count % within giantreo % within

13.2% 100.0% 62.5% 0 25.3% 108

tu 1 trieu den 2 trieu

diachi Count % within giantreo % within

.0% 100.0% .0% 6 36.0% 39

tu 2 trieu den 5 trieu

diachi Count % within giantreo % within

15.4% 100.0% 37.5% 0 13.0% 10

tren 5 trieu

diachi Count % within giantreo % within

.0% 100.0% .0% 16 3.3% 300

Total

diachi Count % within giantreo % within diachi

5.3% 100.0% 100.0% 100.0% Trang: 48

NHM NO BOY

NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Symmetric Measures Nominal by Nominal N of Valid Cases Phi Cramer's V Value .513 .362 300 Approx. Sig. .000 .000

Tng t i vi sn phm cy p tng v gin treo, mc chi tiu cho 2 sn phm ny ph thuc vo khu vc sng. Tuy nhin mi quan h nay khng cht ch lm. III. KT LUN CA D N

1. Gii hn ca nghin cu:

Do nhng rng buc v thi gian, nhn lc, ti chnh v c bit l thiu kinh nghim nn trong qu trnh tin hnh nghin cu d n ca nhm No boy vng phi nhng hn ch sau: Hn ch trong vic iu tra bng bng cu hi. Vic chn mu ca nhm cha i din c cho tng th, do thng tin thu thp c c phn khng chnh xc so vi thc t. Do hn ch v kin thc nn mc tiu nghin cu ra ban u ca nhm khng r rng, thng tin thu thp khng y gy kh khn trong vic kim nh gi thit. Trc khi thit k bn cu hi, nhm cha tm hiu tht k nhng l thuyt v SPSS, phn tch d liu, nn cha hnh thnh hp l cc cu hi v loi thang o, gy kh khn trong vic phn tch d liu, v bn cu hi cha thu thp trit cc thng tin cn tm hiu. Tuy nhin, trong qu trnh tin hnh thc hin bi tp nhm ny, ngay t u nhm nhn c s hng dn v gp tn tnh ca Ging vin Phm Ngc i cng s h tr, tham gia nhit thnh ca cc p vin trn a bn thnh ph Nng. Sau khi hon thnh giai on cui cng ca d n ny, cc thnh vin nhm No Boy rt ra nhiu bi hc v k nng qu bu. Trc tin, l k nng t chc nhm ; s dng thi gian, ti chnh hiu qu; k nng i thu thp d liu thc t, kin thc v SPSS, vit bo co v c bit l nm vng, hiu r cc l thuyt nghin cu Marketing c hc lp.

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

2. Kt lun v xut: Kt lun:

T kt qu phn tch nh tnh v phn tch nh lng ta thy nhu cu th trng i vi sn phm ny cng kh cao. Mc d phn ln ngi dn Nng c sn phm nhng nh mua vn rt cao khi c nhng yu t tc ng nh dch v tt hn, thu nhp. Tuy vy nhu cu sn phm li c s khc bit r rt gia nhng nhm khch hng khc nhau l nhm khch hng tim nng, cha c sn phm v khch hng hin ti c sn phm. Mc sn sng chi tiu cho sn phm ca 2 nhm khch hng ny cng khc nhau. Mc d t thng tin thu thp c trn bo ch v internet ni rng, th trng Nng t c cc nh cung cp nhng sn phm mt cch chuyn nghip nhng khch hng hin ti li kh hi lng vi gi c, dch v, a im bn y l mt thch thc ln i vi cng ty A&Z. Yu t tro lu, khng gian sng tc ng khng r rng n nhu cu ca ngi dn. Thng tin truyn ming t gia nh bn b l phng tin truyn thng ph bin cho dng sn phm ny, tip l internet. Do cng ty nu cung cp sn phm th cn s dng phng tin thch hp khi gi nhu cu ca khch hng. Nhu cu sn phm chu nh hng ca khu vc sng. Tuy nhin mc nh hng ny khng mnh lm. xut: - y c th coi l mt c hi kinh doanh cho cng ty A&Z - Trong giai on u cng ty A&Z nn ch trng cung cp cc sn phm chu cnh v nhu cu i vi sn phm ny rt ln. Nhng cng khng nn b qua cc sn phm khc v y l th trng c t i th tham gia v tim nng th trng cn ln. - Cng ty nn ch trng vo dch v lp t v dch v t vn
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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

- Cng ty nn cung cp ch yu cc sn phm c mc gi va phi, khng qu mt triu ng cho dng sn phm cy cnh, nhng cc sn phm h thng gin treo th nn cung cp sn phm c gi tr cao hn. - Khch hng mc tiu m cng ty nn hng ti l nhng cn b cng nhn vin, nhng ngi c thu nhp khng cao nhng n nh. E. BNG CU HI

BNG CU HI

Xin cho Anh/Ch! Chng ti l cc sinh vin trng H Kinh t - H Nng. Hin chng ti ang nghin cu ti: Nghin cu nhu cu s dng h thng cc sn phm trng cy, hoa cnh p tng, h thng gin treo ca ngi dn thnh ph Nng. Chng ti tin hnh cuc iu tra ny di gc nh l nhng nh u t ang tm kim mt c hi kinh doanh. Cc sn phm m chng ti d nh tung ra th trng l: cy cnh, h thng gin treo, hoa cnh p tng. Kt qu ca cuc iu tra s cung cp thng tin cho vic hon thnh ti v t nh gi v c hi kinh doanh c tht s l kh thi hay khng. Thng tin lin quan n mi cu hi u l tham kho nghin cu ch khng dnh cho mc ch no khc v thng tin ny rt quan trng i vi chng ti. Vy hon thnh ti ny, chng ti rt mong nhn c s quan tm gip ca Anh/Ch trong vic tham gia tr li bng cu hi ny. Rt cm n s gip ca cc Anh/ch !

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Anh/ch hy cho bit khi thy nhng ngi nh c trang tr bng hoa hay cy cnh Anh/ch c cm nhn nh th no?

.................................................................................................................................... .................................................................................................................................... ....................................................................................................................................

Phn I. Anh/ch hy khoanh trn vo cu tr li tng ng v chuyn n cu hi tip theo ghi ct chuyn. Cu 1. Gia nh anh/ch hin c ang s hu sn phm no trong nhng sn phm m cng ty chng ti d nh cung cp hay khng? (cy cnh, h thng gin treo, hoa cnh p tng) A. C Chuyn sang Cu 2 B. Khng Chuyn sang Phn II Cu 2. Loi sn phm m gia nh anh/ch ang s hu thuc nhng nhm sn phm no sau y?(c th chn nhiu p n) A. Cy cnh trng trong chu B. Cy cnh c s dng h thng gin treo (nh hoa phong lan..) C. Cc cy cnh trng p vo tng (nh ban cng hay lan Chuyn sang cu 3 can) Cu 3. Sn phm m gia nh anh/ch ang s hu l do u m c?

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

A. Mua B. Khc (nh do c tng, nh t trng)

Chuyn sang cu 4 Chuyn sang phn II

Cu 4. Vi sn phm mua anh/ch hy cho bit mc hi lng v cc yu t sau: Rt hi lng------------------------------Rt khng hi lng Gi c Dch v km theo S a dng ca sn phm a im bn 1 1 1 1 2 2 2 2 3 3 3 3 4 4 4 4 5 5 5 5

Phn II. Anh/ch hy chn mt trong ba phng n bng cch nh du (X) vo trng. Khng c nh mua Cu 1. Nu c mt khong trng trong nh nh gc tng hay lan can, ban cng Anh/ch c ngh ti s mua v trang tr nhng khong khng gian bng cy cnh hay khng? Cu 2. Nu c mt nh cung cp cc sn phm trn vi dch v tt, a dng v sn phm anh/ch c nh mua cc sn phm C th S s mua mua Chc chn mua

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

khng? Cu 3. Nu thu nhp ca gia nh anh/ ch tng ln, anh/ch c nh mua cc sn phm trn hay khng?

Cu 4. Nu gia nh anh/ch nhng khu vc ng dn, khng c khng gian sn, vn th anh/ ch c d nh mua cc sn phm trn trang tr trong nh hay khng? Cu 5. Anh/ch hy cho bit anh/ ch c c thng tin v cc sn phm trn ch yu l t u? Bn b, ngi thn Bo ch, truyn hnh Internet Cc tm pano, ap phich Khc Phn III. Anh/ ch hy hon thnh cc cu hi sau bng cch nh du (X) vo trng Cu 1. Anh/ch hy cho bit nhng yu t di y nh hng n vic la chn cc sn phm ca anh/ch nh th no? nh du (X) vo m anh ch la chn. Khng hng S thch, thi quen Nhu cu trang tr nh ca
NHM NO BOY Trang: 54

nh nh hng t C hng

nh Rt hng

nh

NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

nh hng ca yu t vn ha (nh lut phong thy..) Tro lu Cu 2. Vi nhng sn phm m cng ty cung cp trn Anh/ch s sn sng chi tr cho cc sn phm thuc khong no sau y? nh du (X) vo m Anh/ch la chn. Sn phm Mc sn sng chi tr Nh hn T 2 trm T 1 triu T 2 triu Trn 2 ngn Chu cnh Cy p tng H thng gin treo Cu 3. Vi mc chi tiu trn anh/ch cho bit yu t dch v no m anh/ch quan tm nhiu nht? (xp theo th t gim dn t 1 l quan trng nht n 3 l t quan trng nht) Yu t dch v T vn sau mua Vn chuyn H thng phc v lp t Phn IV. Xin anh/ ch hy cung cp mt s thng tin sau bng cch in vo cc thng tin cn thiu v nh du (X) vo tng ng. H tn:
NHM NO BOY Trang: 55

trm n 1 triu

n 2 triu

n 5 triu

triu

V th

NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

S in thoi (nu c): . Email: a ch 1. Qun Hi Chu 4. Qun Ng Hnh Sn 2. Qun Thanh Kh 5. Qun Lin Chiu 3. Qun Sn Tr 6. Qun Cm L

Ngh nghip

1. Vin chc nh nc 2. Nhn vin vn phng 3. Gim c/qun l 4. Kinh doanh t do

5. Hc sinh/sinh vin 6. Lao ng ph thng 7. Khng i lm

Khc: . . F. K HOCH TRIN KHAI HOT NG NGHIN CU V K HOCH CHI PH Hot ng ngay trc A B C

Cng vic A B C D xut cc tng nghin cu tng nghin cu c ph chun Lp v trnh k hoch nghin cu.

Hot ng 2 1 2

K hoch nghin cu c ph 1 chun. Thit k v trnh by bng cu hi. Test th bng cu hi. 2 1

E F

D E

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

G H I K L M N

Sa, hon thin v in bng cu hi. Thu thp d liu. M ha. Chun b chng trnh phn tch. Nhp d liu. Phn tch d liu. Vit bo co.

1 2 2 1 1 1 1

E F,G H I I,K L M

STT 1 2 3 4 5 6

Hot ng

Thnh tin

Ghi ch

T chc hot ng nhm (gp g, ti liu, 25.000 . Lp k hoch nghin cu (mua ti liu, 30.000 internet, i li,) Thu thp d liu (in n, i li .) X l v phn tch Vit bo co v thuyt trnh Chi ph khc 250.000 20.000 20.000 100.000 445.000

Tng cng

G. NH GI THNH TCH NHM NO BOY

Lch trnh cng vic: Tn cng vic Ngi thc hin

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Thnh lp nhm v xut tng nghin cu Xc nh vn nghin cu Di s gp ca c hon thin bi nghin cu Thit k phng php thu thp d liu Phng php o lng Hon thnh bn cu hi Lch trnh v c tnh chi ph cho hot ng nghin cu In bn cu hi Pht bn cu hi th nghim Pht bn cu hi chnh thc Thu thp d liu M ho Nhp, chun b chng trnh phn tch Phn tch d liu

NHM NO BOY

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NGHIN CU MARKETING

GVHD: ThS. PHM NGC I

Tng hp v np bo co

THNH VIN Trnh Th Nh Qunh (Nhm trng) L Th L Na L Th Thy Hng Bi Th Thanh

PHN NG GP

NHM NO BOY

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