Hành vi sử dụng Laptop của sinh viên truờng Đại học An Giang

Hnh vi s dng Laptop ca sinh vin trung i hc An Giang
CHNG 1 TNG QUAN

1.1 L DO CHN TI Trong thi bui kinh t ngy cng pht trin nh hin nay, con ngi s dng ngy cng nhiu nhng sn phm cng ngh cao, do nhn thc v hiu bit ca con ngi ngy cao nn h c hnh vi s dng ngy cng phc tp hn, nhiu i hi cao hn. Chnh v vy, cn tm hiu v phn tch hnh vi s dng ca con ngi. Ngy nay, thi i cng ngh thng tin ngy cng c ch trng, con ngi cng mun s dng nhng sn phm c tnh nng cao, a dng hn. Trn s Laptop c s dng v tr thnh nhu cu khng th thiu ca con ngi, n c a tnh nng nh: gn, nh, d dng cho vic di chuyn, gip cho con ngi c th lm vic, hc tp, gii tr. Do cn phi quan st, tip cn, tm hiu hnh vi s dung Laptop. Khi ng di gc ca mt ca hng kinh doanh, tr vng v chim gi v tr hng u trong vic mua bn th ca hng kinh doanh Laptop cn phi tip cn, tm hiu nm bt c nhu cu, hnh vi ca khch hng. Ngy nay, sinh vin s dng Laptop ngy cng nhiu, phc v cho nhu cu hc tp tt hn, d dng hn nh: son tho vn bn, lm bi tp, lm nghin cu, kt ni Internet tm kim thng tin, bit c sinh vin phn phi thi gian s dng Laptop cho vic hc v gii tr nh th no? s dng Laptop ca hng no, mc gi no? V quy trnh quyt nh mua Laptop nh th no? Cc yu t no nh hng n tng giai on c th trong tin trnh? V xu hng trong tng lai nh th no? l l do ti chn ti nghin cu hnh vi s dng Laptop ca sinh vin Trng i hc An Giang lm ti kiu tham kho gip cc hng sn xut Laptop c th sn xut sn phm ph hp v c chin lc marketing ph hp vi sinh vin. ng thi gip cc ca hng kinh doanh Laptop bit c nhu cu s dng Laptop ca sinh vin nhm tha mn nhu cu ca khch hng tt hn. 1.2 MC TIU NGHIN CU M t hin trng s dng Laptop ca sinh vin Trng i hc An Giang. M t hnh vi s dng Laptop ca sinh vin Trng i hc An Giang. 1.3.1 Phng php thu thp s liu S liu th cp c thu thp thng qua tham kho ti liu v l thuyt hnh vi s dng v tham kho chuyn , kha lun tt nghip c lin quan n hnh vi s dng ca cc kha trc. S liu s cp c thu thp t vic s dng iu tra bng gi bn hi trc tip sinh vin. Bn cu hi ny qua tho lun tay i v phng vn th iu chnh a ra bng cu hi chnh thc hon chnh.
1.3 PHNG PHP NGHIN CU
GVHD: Th.s Trn Minh Hi
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1.3.2 Phng php x l s liu Cc s liu thu thp t vic phng vn s c quy i v cng mt n v tnh cho thng nht. Cng vic tip theo l tin hnh m ha v x l s liu bng phn mm Excel. Sau tin hnh phn tch cc ni dung nghin cu hnh vi bng thng k m t. a ra nhn nh. 1.4 PHM VI NGHIN CU - Khng gian nghin cu: ti nghin cu Sinh vin khoa kinh t - QTKD trng i hc An Giang , c th ti ch tp trung nghin cu sinh vin kha 8 khoa Kinh T - QTKD trng i hc An Giang. - Thi gian nghin cu: t thng 1 n thng 5 nm 2010. Phng vn ngu nhin 60 sinh vin t 5 ngnh ca kha 8 Khoa Kinh t - QTKD trng i hc An Giang. - i tng nghin cu: tt c sinh vin kha 8 Khoa Kinh t - QTKD trng i hc An Giang ang s dng Laptop. Mt khc, ti ch nghin cu hnh vi s dng Laptop ca sinh vin, khng nghin cu cc hnh vi hay cc vn khc. Hn ch ti ny ch mi tp trung m t chn dung ca sinh vin trng i hc An Giang s dng Laptop, cc bin nhn khu thu thp cng phn b cha ng u nn kt qu c th cha mang tnh khi qut cao. Mt khc, nghin cu ny mc tiu chnh vn l m t khi qut v hnh vi ca sinh vin s dng Laptop, cha tm hiu r rng nguyn nhn l gii mt s bc ca hnh vi ngi tiu dng. Do vy, c th cc nghin cu sau cn nn m rng phm vi kho st v t trng tm nhiu hn vo s phn b ca cc bin nhn khu. V cn c cc nghin cu su hn nhm l gii su hn, tt hn v hnh vi s dng ca ngi tiu dng. 1.5 NGHA CA TI NGHIN CU Da vo kt qu ca cuc nghin cu ca ti hnh vi s dng Laptop ca sinh vin trng i hc An Giang c th bit c sinh vin dnh bao nhiu thi gian cho vic hc, bao nhiu thi gian chi game, v c th bit c sinh vin s dng Laptop ca hng no, gi bao nhiu. L ti liu tham kho gip cc hng sn xut Laptop c th sn xut sn phm ph hp v ku dng, mu m, cht lng v gip h c chin lc marketing ph hp v gi, phn phi, chiu th,vi tng nhm khch hng. ng thi gip cc ca hng kinh doanh Laptop bit c nhu cu s dng Laptop ca sinh vin nhm tha mn nhu cu ca khch hng tt hn, gip h tng doanh, tng li nhun.
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CHNG 2 C S L THUYT
Chng I l chng gii thiu tng quan v ti nghin cu. Chng II l chng trnh by v c s l lun cho nghin cu v xy dng m hnh nghin cu. Ni dung ca chng ny bao gm cc phn sau: Hnh vi tiu dng; Cc yu tc ng n hnh vi tiu dng; Qu trnh ra quyt nh. 2.1 Hnh vi tiu dng Philip Kotler, 1999, Marketing cn bn, NXB thng k nh ngha: Hnh vi tiu dng l hnh ng ca mt ngi tin hnh mua v s dng sn phm cng nh dch v, bao gm c qu trnh tm l v x hi xy ra trc v sau khi xy ra hnh ng. im xut pht hiu c ngi mua l m hnh tc nhn phn ng c th hin trong Marketing v nhng tc nhn ca mi trng i vo thc ca ngi mua. Nhng c im v qu trnh quyt nh ca ngi mua dn n nhng quyt nh mua sm nht nh.
Cc tc nhn marketing Sn phm Gi a im Khuyn mi Cc tc nhn khc Kinh t Cng ngh Chnh tr Vn ha. c im ca ngi mua Vn ha X hi C tnh Tm l Qu trnh quyt nh ca ngi mua Nhn thc vn Tm kim thng tin nh gi Quyt nh Hnh vi mua sm
Quyt nh ca ngi mua La chn sn phm La chn nhn hiu La chn a l nh thi gian mua nh s lng mua.
Hnh 2.1: M hnh hnh vi ca ngi mua trch theo Kotler, Philip (1998), trang 198 Hnh vi tiu dng c 3 thnh phn chnh: u vo, qu trnh, u ra.u vo bao gm: cc tc nhn marketing v cc tc nhn khc. Qu trnh gm: qu trnh mua hng v cc c im ca ngi tiu dng nh hng n qu trnh mua hng. u ra l hnh vi ca ngi tiu dng sau khi mua hng ha
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2.2 Nhng yu t nh hng n hnh vi mua sm Vn ha X hi

Nn vn ha.
C nhn
Nhm tham kho Tui v giai on ca chu k sng. Ngh nghip.
ng c Nhn thc HiuTm l bit Nin tin v thi
Nhnh vn ha.
Gia nh
Hon cnh kinh t Li sng. Nhn cch v t thc
Vai tr v a v Tng lp x hi
Nhn thc Hiu bit Nin tin v thi
NGI MUA
Hnh 2.2: M hnh chi tit cc yu t nh hng n hnh vi trch theo Kotler, Philip (1998), trang 198 2.2.1 Yu t vn ha y l yu t c nh hng ln v su rng nht n hnh vi ca ngi tiu dng. Bao gm: Vai tr ca nn vn ha, nhnh vn ha v tng lp x hi ca ngi tiu dng. Vn ha Vn ha hoc vn minh hiu theo ngha rng nht ca dn tc hc, c ngha l mt tng th phc hp bao gm cc kin thc tn ngng, ngh thut, o c, lut l phong tc v tt c nhng kh nng v thi quen m con ngi t c vi t cch l mt thnh vin trong x hi. Vn ha l yu t quyt nh c bn nht nhng mong mun v hnh vi ca mt ngi. Hnh vi ca con ngi l mt s vt ch yu c tip thu t bn ngoi. Vn ha cn to ra nhng gi tr, s cm th, s a thch, tc phong, truyn thng v th ch c bn ca x hi, c truyn t th h ny sang th h khc. Nhnh vn ha Mi nn vn ha u c nhng nhnh vn ha nh hn to nn nhng c im c th hn v mc ha nhp vi x hi cho nhng thnh vin ca nhnh vn ha . Nhnh vn ha bao gm: cc dn tc, tn gio, cc nhm chng tc, v cc vng a l. Nhiu nhnh vn ha to nn nhng khc th trng quan trng, v nhng ngi lm marketing thng thit k cc sn phm v chng trnh marketing theo nhu cu ca cc nhnh vn ha.
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Tng lp x hi Cc tng lp x hi l nhng b phn tng i ng nht v bn vng trong x hi, c xp theo th bc v gm nhng thnh vin c chung nhng gi tr, mi quan tm v hnh vi. 2.2.2 Yu t x hi Hnh vi ca ngi tiu dng cng chu nh hng ca cc yu t x hi nh: Nhm tham kho, gia nh, vai tr v a v. Nhm tham kho y l mt nhm ngi c nhng tiu chun, gi tr v hnh vi ca h c nh hng ln hnh vi ca ngi khc. C nhiu nhm tham kho: - Nhm thnh vin: l nhm tham kho m mt ngi cm thy ph thuc. - Nhm kht vng: l mt ngi cng chu nh hng ca nhng nhm m h khng phi l thnh vin. - Nhm tch bit: l nhm tham kho m mt ngi khng mun ph thuc. Gia nh L t chc mua hng quan trng nht trong x hi. V, chng, con ci c vai tr v nh hng tng i n vic mua sm nhiu loi sn phm v dch v khc nhau. Vn ny cng thay i rt nhiu i vi cc nc v tng lp x hi khc nhau. Vai tr v a v C nhn l mt thnh vin ca rt nhiu cc nhm trong x hi, v tr ca ngi trong mi nhm c th xc nh cn c vo vai tr v a v ca h. Mi vai tr u gn vi mt a v. Ngoi ra, c nhn la chn nhng sn phm th hin c vai tr v a v ca mnh trong x hi. Tuy nhin a v x hi cng thay i theo cc tng lp x hi v theo c vng a l. 2.2.3 Yu t c nhn Nhng quyt nh ca ngi mua cng chu nh hng ca nhng c im c nhn, ni bt nht l tui tc v giai on chu k sng ca ngi mua, ngh nghip, hon cnh kinh t, li sng, nhn cch v t nim ca h. Tui tc v giai on ca chu k sng: Vic tiu dng c hnh thnh theo giai on ca chu k sng gia nh, cng vi tnh hnh ti chnh v nhng s quan tm n sn phm in hnh ca tng nhm. Ngh nghip cng nh hng rt nhiu n cch thc tiu dng. Hon cnh kinh t : Hon cnh kinh t bao gm thu nhp c th chi tiu c, tin tit kim v ti sn, n, kh nng vay mn n, thi i vi vic chi tiu v tit kim. Vic la chn sn phm chu tc ng ln n hon cnh kinh t ca ngi .
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Li sng : 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. Li sng miu t sinh ng ton din mt con ngi trong quan h vi mi trng. Nn nhng ngi lm marketing s tm kim nhng mi quan h gia sn phm ca mnh v cc nhm theo li sng. Nhn cch v nim bn thn: mi ngi u c mt nhn cch khc bit c nh hng n hnh vi ca ngi . Nhn cch c ngha l nhng c im tm l khc bit ca mt ngi dn n nhng phn ng tng i nht qun v lu bn vi mi trng. Nhn cch cn l mt bin hu ch trong phn tch hnh vi ca ngi tiu dng, v rng c th phn loi cc kiu nhn cch v c mi tng quan cht ch gia cc kiu nhn cch nht nh vi cch la chn sn phm v nhn hiu. 2.2.4 Yu t tm l Vic la chn mua sm ca mt ngi cn chu nh hng ca bn yu t tm l l: ng c, nhn thc, tri thc, nim tin v thi . ng c Nhu cu ca con ngi c sp xp trt t theo th bc, t cp thit nht n t cp thit nht. Th bc nhu cu do Maslow a ra c trnh by t thp n cao di hnh 2.3. Theo th t tm quan trng ca cc nhu cu c sp xp nh sau: Nhu cu sinh l, nhng nhu cu an ton, nhng nhu cu x hi, nhng nhu cu c tn trng v nhng nhu cu t khng nh mnh. Con ngi c gng tha mn trc ht l nhng nhu cu cp thit quan trng nht. Khi ngi ta tha mn c mt nhu cu no quan trng nht th n s khng cn l ng c hin thi na. Khi , ngi ta s c gng tha mn nhu cu k tip v nhu cu k tip ny tr thnh nhu cu quan trng nht hin thi.
Nhu cu t th hin Nhu cu c tn trng Nhu cu v x hi Nhu cu v an ton Nhu cu v sinh l Hnh 2.3. Thang bc nhu cu Maslow Nhn thc Nhn thc c nh ngha l mt qu trnh thng qua c th tuyn chn, t chc v gii thch thng tin u vo to ra mt bc tranh c ngha v th gii xung quanh. Nhn thc khng ch ph thuc vo nhng tc nhn vt l, m cn ph thuc vo c mi quan h ca cc tc nhn vi mi trng xung quanh v nhng iu kin bn trong c th .
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Ngi ta c th nhn thc khc nhau v cng mt khch th do c ba qu trnh nhn thc: S quan tm c chn lc, s bp mo c chn lc v s ghi nh c chn lc. - S quan tm c chn lc: l kt qu ca qu trnh nhn thc, c m t bi nhiu l thuyt khc nhau. Hng ngy ngi ta c th tip xc vi v s cc tc nhn kch thch. D nhin ngi ta khng th ch tm n tt c nhng tc nhn kch thch . Phn ln nhng tc nhn kch thch b sng lc i. Mt thch thc thc s l lm th no gii thch c l ngi ta s ch nhiu n nhng tc nhn kch thch no. Sau y l mt s kt qu thu c: (1) Ngi ta c khuynh hng ch n nhng tc nhn kch thch c lin quan n mt nhu cu hin c. (2) Ngi ta c khuynh hng ch nhiu n nhng tc nhn kch thch m h ang mong i. (3) Ngi ta c khuynh hng ch nhiu n nhng tc nhn kch thch c nhng im khc bit hn vi nhng tc nhn thng thng. - S bp mo c chn lc: M t khuynh hng con ngi mun gn cho thng tin nhng ngha ca c nhn mnh. - S ghi nh c chn lc: Ngi ta s qun i nhiu ci m h c c. H c khuynh hng gi li nhng thng tin ng h thi v nim tin ca mnh. Nhng yu t nhn thc ny, S quan tm c chn lc, s bp mo c chn lc v s ghi nh c chn lc, c ngha l nhng ngi lm marketing phi c gng ht sc mnh a c cc thng ip ca mnh n a ch cn thit. Tri thc Khi ngi ta hnh ng h cng ng thi lnh hi tri thc, tri thc m t nhng thay i trong hnh vi ca c th bt ngun t kinh nghim. Hu ht hnh vi ca con ngi u c lnh hi. Cc nh l lun v tri thc cho rng tri thc ca con ngi c to ra thng qua s tc ng qua li ca nhng thi thc, tc nhn kch thch, nhng tm gng, nhng phn ng p li v s cng c. L thuyt v tri thc dy cho nhng ngi lm marketing rng h c th to ra c nhu cu i vi mt sn phm bng cch gn lin n vi nhng thi thc mnh m, s dng nhng ng c, tm gng v m bo s cng c tch cc. Nim tin v thi Thng qua hot ng v tri thc, ngi ta c c nim tin v thi . Nhng yu t ny li c nh hng n hnh vi mua sm ca con ngi. Nim tin l mt ngh khng nh ca con ngi v mt s vic no . Nhng nim tin ny c th trn c s nhng hiu bit, d lun hay s tin tng. Chng c th c hay khng chu nh hng ca tnh cm. Nhng nim tin to nn nhng hnh nh ca sn phm cng nh nhn hiu v ngi ta hnh ng theo nhng hnh nh . Nu c nim tin no khng ng n v cn tr vic mua hng th nh sn xut cn tin hnh mt chin dch un nn li nhng nim tin .
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Thi din t nhng nh gi tt hay xu da trn nhn thc bn vng, nhng cm gic cm tnh v nhng xu hng hnh ng ca mt ngi i vi mt khch th hay mt tng no . Thi lm ngi ta x s kh nht qun i vi nhng s vt tng t. Ngi ta khng phi gii thch v phn ng vi mi s vt theo mt cch mi. Thi cho php tit kim sc lc v tr c. V th m rt kh thay i c thi . Thi ca mt ngi c hnh thnh theo mt khun mu nht qun, nn mun thay i mt thi no c th phi thay i lun c nhng thi khc na. Tm li, Cch la chn hng ha ca mt ngi l kt qu ca s tc ng qua li phc tp gia cc yu t vn ha, x hi, c nhn v tm l. Trong s nhng yu t , c nhiu yu t khng chu nh hng ca ngi lm marketing. Tuy nhin, chng vn c ch li cho vic pht hin nhng ngi mua quan tm nhiu nht n sn phm . Nhng yu t khc chu nh hng ca ngi lm marketing v gi cho h phi pht trin sn phm, nh gi, t chc lu thng v khuyn mi nh th no to c s hng ng mnh m ca ngi tiu dng. 2.3 Qu trnh quyt nh mua hng Qu trnh mua hng ca ngi tiu dng khng ch n thun l hnh ng mua mt sn phm no . Qu trnh ny bt u kh lu trc khi xut hin hnh ng mua v cn tip din sau . C th thy 5 giai on trong qu trnh mua hng. thc nhu cu Tm kim thng tin
nh gi cc phng n Quyt nh mua sm Hnh vi sau khi mua
Hnh 2.4: M hnh 5 giai on quyt nh mua hng Qu trnh ra quyt nh mua l mt chui cc hnh ng m ngi tiu dng tri qua trong vic ra quyt nh mua sn phm hoc dch v . Qu trnh gm 5 giai on: nhn dng nhu cu, tm kim thng tin, nh gi cc la chn, quyt nh mua hng, cn nhc sau khi mua (khng nht thit ngi tiu dng phi tri qua ht tt c cc giai on trn). thc nhu cu L s nhn thc c s khc nhau v gia tnh hung thc t v tnh hung mong mun ca mt ngi nhm thc y vic ra quyt nh. Nhu cu c th hnh thnh t bn thn ngi tiu dng hay do cc kch thch t mi trng bn ngoi. Do , nhn thc vn c th c kch thch bi s cn thit ca ngi tiu dng hoc bi n lc tip th. Nhn thc vn xy ra khi mt tn ti trng thi mt cn i gia hin ti v mong mun mt ngi no . iu ny l do mi quan h gia nhu cu v c hi. Nhu cu: l s thiu ht, s mt cn i trong trng thi thc t. C hi: l kh nng c th t c trng thi l tng. Khi s khc nhau gia trng thi l tng v thc t ln, s gy ra mt cm gic tm l, vt l thc y con ngi hnh ng thu hp s khc bit.
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Tm kim thng tin Khi nhu cu c nhn thc, ngi tiu dng c th tm kim hoc khng tm kim thng tin.Tm kim thng tin nhm l tng thm s rnh mch, ph hp ca nhng la chn m ngi tiu dng bit n, quan tm n. Cc ngun thng tin ca ngi tiu dng c chia thnh 4 nhm: Ngun thng tin c nhn: Gia nh, bn b, hng xm, ngi quen. Ngun thng tin thng mi: Qung co, nhn vin bn hng, i l, bao b, trin lm. Ngun thn tin cng cng: Cc phng tin thng tin i chng, cc t chc nghin cu ngi tiu dng. Ngun thng tin thc nghim: S m, nghin cu v s dng sn phm.
nh gi cc phng n mua hng Ngi tiu dng s dng thng tin thu thp c nh gi cc phng n mua hng. Kh m bit c vic nh gi ny din ra nh th no, nhng chng ta bit rng ngi ta s mua sn phm m h cho rng s tha mn cao nht vi gi hp l nht. i khi s nh gi da trn nhng tnh ton thn trng v t duy logic, nhng i khi li bc pht theo cm tnh. Mun bit ngi tiu dng nh gi cc sn phm nh th no, h c bin php gy nh hng ti quyt nh ca khch hng. Bn hng trc tip c th gip th hin cht lng v tnh nng ca sn phm so vi i th cnh tranh. y l iu rt quan trng khi ngi tiu dng cn nhc v so snh cc sn phm. Quyt nh mua hng giai on nh gi, ngi tiu dng hnh thnh s thch i vi nhng nhn hiu trong tp la chn. Ngi tiu dng cng c th hnh thnh nh mua nhn hiu a thch nht. Tuy nhin cn hai yu t na c th xen vo gia nh mua v quyt nh mua hng. Yu t th nht l thi ca ngi khc. Mc m thi ca nhng ngi khc lm suy yu phng n u tin ca ngi no phuc thuc vo hai iu: (1) Mc mnh lit ca thi phn i ca ngi khc. (2) ng c ca ngi tiu dng lm theo mong mun ca ngi khc. Thi i phn i ca ngi khc cng mnh v ngi khc cng gn gi vi ngi tiu dng th c nhiu kh nng iu chnh nh mua hng. nh mua hng cng chu ca nhng yu t tnh hung bt ng. Khi ngi tiu dng sp sa hnh ng th nhng yu t tnh hung bt ng c th xut hin lm thay i nh. Hnh vi sau khi mua Bn c hng cha phi l xong. Vic hi lng hay khng hi lng sau khi mua s nh hng n ln ha hn k tip ca khch hng. V mt khi khch hng tha mn vi sn phm th: (1) Lng trung thnh lu di hn. (2) Mua nhiu hn. (3) Ni nhng iu tt v sn phm.
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(4) t ch n gi. Khi khch hng khng hi lng v sn phm th h c nhng phn ng sau: (1) Phn ng trc tip n ni h mua sn phm. (2) Khng mua sn phm na. (3) Thng bo cho bn b, ngi thn thuc Cho nn cc cng ty cn phi cung cp thng tin sau khi bn hng cho khch hng ca mnh. C th s dng hnh thc qung co v bn hng trc tip khng nh vi ngi tiu dng rng h la ch ng.
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CHNG 3 M HNH V PHNG PHP NGHIN CU

Chng II trnh by c s l thuyt v hnh vi tiu dng. Chng 3 s tp trung trnh by 4 phn: M hnh nghin cu; Thit k nghin cu; Kt qu nghin cu s b (ch trnh by cc phn c hiu chnh); Kt qu nghin cu chnh thc, mu nghin cu. 3.1 M hnh nghin cu Da vo c s l thuyt v hnh vi s dng Laptop ca sinh vin trng i hc An Giang, t a ra m hnh nghin cu hnh vi s dng Laptop nh sau:
c im ca con ngi
Marketing khc Thng hiu Gi c a im
Gii tnh Thu nhp S thch Phong cch
Mua/hnh vi sau mua QU TRNH RA QUYT NH
Nhn thc nhu cu - Mc ch hc tp, gii tr, - Nhu cu tm l
Tm kim thng tin Ngun thng tin tham kho ng tin cy nht
nh gi cc chn la So snh la chn Laptop: Ca hng bn, thng hiu, chc nng, kiu dng, gi c, khuyn mi
Ra quyt nh
- Ngi nh hng nht - Tnh hung ngoi d kin
Hnh 3.1: M hnh nghin cu T m hnh nghin cu cho ta thy m hnh hnh vi chn la c hnh thnh vi 3 phn chnh: (1) Nhng yu t kch thch ca Marketing bao gm: Thng hiu, gi c, a im. (2) Nhng c im v qu trnh chn la ca ngi ra quyt nh. Qu trnh chn la ca ngi ra quyt nh bt u vi vic nhn thc nhu cu. Sau khi c nhu cu th ngi ra
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quyt nh bt u tm kim thng tin v loi Laptop h cn. Tip n l ngi ra quyt nh s dng cc thng tin thu thp c nh gi, cn nhc cc phng n s dn n vic ra quyt nh chn loi Laptop p ng ti a nhng yu cu ca ngi ra quyt nh. (3) Quyt nh mua v hnh vi sau khi mua. 3.2 Thit k nghin cu Nghin cu s c tin hnh theo 2 bc chnh: Tin cc bc nghin cu: Bc 1 Dng Nghin cu s b Phng php nh tnh K thut Tho lun tay i N = 8-10 sinh vin 2 Nghin cu chnh thc nh lng Phng vn trc tip N = 60 sinh vin 3.2.1 Nghin cu s b Nghin cu s b ln hai c tin hnh bng nghin cu nh tnh, c thc hin thng qua k thut tho lun tay i (n =8-10) vi mt dn bi son sn. Ni dung bng cu hi phc tho lin quan n vn v hnh vi s dng Laptop ca sinh vin trng i hc An Giang. Trong nghin cu ch yu s dng thang o danh ngha v thang o khong cch. Cc thang o trn c s dng hiu chnh cc cu hi v cc cu tr li cho ph hp. Cc kin phn hi s c ghi nhn, v tham kho kin ca ging vin hng dn. T hiu chnh bn cu, loi bt cc bin t c ngha, v tng hp li lm c s cho vic iu chnh cc yu t trong bng cu hi phc tho cho ph hp, t a ra bn cu hi chnh thc. 3.2.2 Nghin cu chnh thc Nghin cu chnh thc l giai on nghin cu nh lng, vi k thut thu thp d liu s liu s cp c tin hnh vi vic dng bn cu hi chnh thc (bn cu hi c hiu chnh giai on nghin cu s b) phng vn trc tip cc i tng nghin cu ca ti. S liu thu thp c lm sch, tin hnh m ha v x l bng phm mm Excel. Sau tin hnh phn tch cc ni dung ca nghin cu hnh vi bng cch s dng phng php phn tch thng k m t. Thi gian Thng 3/2010 Thng 4/2010
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Qui trnh nghin cu
C s l thuyt: Hnh vi tiu dng Thang o
Thit k cu trc bn cu hi
Phng vn (n=10)
Bn cu hi hon chnh
Hiu chnh
Phng vn chnh thc ( mu: n = 60)
X l s liu ( thng k m t, phn tch khc bit )
Bo co Hnh 3.2: Qui trnh nghin cu 3.3 Thang o Cc thang o c s dng trong bn cu hi: Dng thang o nh danh thu thp thng tin i tng nghin cu. Ngoi ra cn s dng thang o khong cch xp hng quan trng gia cc tiu ch chn v quyt nh mua ca sinh vin. 3.4 Mu v phng php chn mu - C mu: 60 sinh vin Khoa KInh T - QTKD - Cch chn mu: l phi xc sut. - Phng php chn mu: chn mu hn mc. V sinh vin cc ngnh khc nhau c s khc bit nht nh trong hc tp c nhu cu cu khc nhau khi s dng Laptop. Nn ti s s dng phng php chn mu hn mc phn nhm theo tiu thc ngnh, chia mi ngnh thnh
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SVTH: Nguyn Quc S
mt tng th nh. Mi nhm chn c mu 12 sinh vin, sau phng vn bng phng php thun tin nhm no 12 sinh vin s dng li. Sau khi thu thp thng tin t 60 sinh vin kho 8 Khoa Kinh t - QTKD trng i hc An Giang s tin hnh phn tch v nh gi kt qu t c. Sau y l vi thng tin v mu nh : Gii tnh, thu nhp, ngnh hc. 3.4.1 C cu mu theo gii tnh Biu 1: c cu mu theo gii tnh
N 48%
Nam 52%
kt qu nghin cu c khch quan v c ngha th mu nghin cu phi i din tng th v c cu mu phi phi tng ng v gii tnh. Mu nghin cu gm 60 sinh vin, trong t l Nam chim 48%, N chim 52% c s cn i gi nam v n. Do , mu iu kin tin hnh phn tch. 3.4.2 C cu mu theo thu nhp Biu 2: C cu mu theo thu nhp
10% 28% 15%
47% Di 1 triu T 1 triu n 1.2 triu Trn 1.2 n 1.5 triu Trn 1.5 triu
C cu mu theo thu nhp c 4 mc sau: di 1 triu ng l 15%; t 1 triu ng n 1.2 triu ng l 47%; t 1.2 triu ng n 1.5 triu ng l 28 %; trn 1.5 triu ng l 10 %. Ta thy, a s sinh vin c thu nhp trong khong t 1 triu ng n 1.2 triu ng.
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SVTH: Nguyn Quc S
3.4.3 C cu mu theo qu qun Biu 3: c cu mu theo qu qun
Thnh th 27%
Nng thn 73%
3.4.4 C cu mu theo ngnh hc Biu 4: C cu mu theo ngnh hc
20% 20% 20%
20% 20%
Ti chnh ngn hng Qun tr kinh doanh Kinh t i ngoi Ti chnh doanh nghip K ton doanh nghip
C cu mu theo 5 ngnh hc ca kha 8 khoa kinh t - QTKD trng i hc An Giang. Do chn mu theo phng php hn mc nn mi nhm u chim 20%.
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SVTH: Nguyn Quc S
CHNG 4 KT QU NGHIN CU
Chng 3 trnh by phng php nghin cu, cc kt qu nghin cu s b v nghin cu chnh thc cng c gii thiu c bn. Chng ny s tp trung phn tch, nh gi cc thng tin thu thp c thng qua s h tr ca phn mm SPSS, ni dung chng ny trnh by cc phn chnh sau: hin trng s dng Laptop v hnh vi s dng Laptop ca sinh vin thng qua: nhn thc nhu cu s dng Laptop, tm kim thng tin, nh gi cc la chn v ra quyt nh, hnh vi sau khi mua, phn tch khc bit. 4.1 Hin trng s dng Laptop 4.1.1 nhn hiu Laptop ang s dng v l do chn nhn hiu .
Biu 5: Loi Laptop ang s dng 30% 25% 20% 15% 10% 5% 0% Acer Tosiba Sony HP Lenovo Dell Khc 8% 7% 3% 18% 20% 17% 27%
Biu 6: L do chn nhn hiu Laptop ang s dng

Ph hp vi ti tin Do kinh nghim bn thn Do thy nhiu ngi s dng Do ngi thn gii thiu 0% 13% 5% 10% 15% 20% 25% 30% 35% 40% 45% 20% 25% 42%
Kt qu iu tra thu c cho thy, loi Laptop c s dng ph bin hin nay l Acer (27%),
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Lenovo (20%), HP (18%) v Dell (17%), cn cc nhn hiu khc t c s dng hn. Ti sao cc nhn hiu li chung s dng nh vy? Ngi tiu dng a ra 4 l do ch yu sau: Ph hp vi ti tin, kinh nghim bn thn, thy nhiu ngi s dng v c ngi thn s dng. Trong , Ph hp vi ti tin chim 42%, do thy nhiu ngi s dng chim 25% v da vo kinh nghim bn thn chim 20% l ba l do c ngi tiu dng chn dng l gii cho nguyn nhn ti sao h li chn thng hiu nhiu nht. Tm li, sinh vin s dng Laptop a phn hiu Acer, Lenovo, HP, Dell, Tosiba, Sony v s dng nhn hiu Latop khc th rt t (nh W.O, Compact). Cc nhn hiu trn c chn v ph hp vi ti tin, thy nhiu ngi s dng l ch yu. 4.1.2 Tr gi v dng Laptop ang s dng
Biu 7: Tr gi Laptop ang s dng
40% 35% 30% 25% 20% 15% 10% 5% 0% 40% 32%
13% 7% 8%
Di 8 triu T 8 triu Trn 10 n 10 triu n triu 12 triu
Trn 12 triu n 15 triu
Trn 15 triu
Biu 8: Dng Laptop ang s dng

8% 12% 80%
Hng mi chnh hng Hng xch tay Hng qua s dng
T biu trn cho thy, a s sinh vin s dng Laptop c tr gi trn 12 triu n 15 triu (chim 40%) v trn 10 triu n 12 triu (chim 32%). Nh vy cho thy sinh vin s dng Laptop c gi tr khng cao cng khng thp khong trung bnh. Vi mc gi c tng i
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nh vy, cc sinh vin c iu tra s dng Laptop thuc dng: Hng chnh hng, hng xch tay, hng qua s dng. biu 8 cho ta thy, vic s dng Laptop vi gi nh trn hu ht sinh vin u s dng Laptop mi chnh hng chim 80%, cn cc dng xch tay v qua s dng ch chim mt t l kh nh. Do s ph bin v s gim gi kh nhanh ca loi mt hng in t cng ngh cao ny, nn hng mi chnh hng c u th hn. Tm li: Sinh vin s dng Laptop c tr gi dao ng khong trn 12 triu n 15 triu, u l hng mi chnh hng. 4.1.3 Thi gian s dng Laptop ca sinh vin Biu 9: Thi gian s dng Laptop cho vic hc
Trn 3 gi Trn 2 gi n 3 gi T 1 gi n 2 gi Di 1 gi 0% 7% 10% 20% 30% 40% 50% 17% 33% 43%
Biu 10: Thi gian s dng Laptop ngoi vic hc

Trn 3 gi Trn 2 gi n 3 gi T 1 gi n 2 gi Di 1 gi 0% 10% 17% 20% 30% 40% 50% 10% 30% 43%
K t qu iu tra thu c cho thy, thi gian s dng Laptop cho vic hc mi ngy ca sinh vin trn 3 gi chim 43%, v trn 2 gi n 3 gi chim (33%). V sinh vin kha 8 Khoa Kinh t ang trong thi gian thc hin chuyn nm 3 nn s dng Laptop cho vic hc rt cn thit. Ngoi s dng Laptop cho vic hc sinh vin dng bao nhiu thi gian cho vic gii tr, chi game,T biu 10 cho thy, thi gian sinh vin s dng Laptop phc v cho ngoi vic hc mi ngy trong khong 1 gi n 2 gi (chim 43%) v trn 2 gi n 3 gi (chim 30%).
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Tm li, sinh vin s dng Laptop cho vic hc mi ngy l trn 3 gi v dng Laptop phc v cho gii tr t 1 gi n 2 gi mi ngy. 4.2 Hnh vi s dng Laptop 4.2.1 Nhn thc nhu cu Mc ch chnh ca sinh vin s dng Laptop l g ?
Biu 11: Mc ch chnh khi s dng Laptop
10% 28%
12% 50%
Vic hc Kt ni Internet, cht vi bn b, ngi thn Chi game Nghe nhc
Qua biu trn cho thy mc ch ch yu ca sinh vin s dng Laptop l hc tp (chim 50% hi p) v kt ni Internet, chat vi bn b, ngi thn (chim 28% hi p). iu ny cho thy sinh vin hin nay ang tt bt vi cng vic thng s dng Laptop hc tp, Trong lc thi gian rnh h thng v trng ln mng tm kim ti liu phc v cho vic hc, ng thi c tin tc thng qua mng, cng c nhiu sinh vin thng gii tr ti cc qun caf nn vic ln mng hay chat vi bn b, ngi thn thng xuyn hn. y c th l mt trong cc yu t tham kho ban u cc hng Laptop bit c nhu cu ca sinh vin nhm ci tin, thit k nhng sn phm ph hp vi nhu cu thc t ca sinh vin ( cu hnh mnh, cp nhc mng nhanh, mi lc khi c Wifi). Vy ngoi mc ch l dng cho hc tp, chic Laptop cn th hin cho nhng g theo kin t pha sinh vin?
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Biu 12: Mc ch tng thm ca Laptop

40% 30% 20% 10% 0% Th hiu Kh nng Phong thi trang cng ngh cch ring Khc 37% 25% 20%
18%
Kt qu iu tra cho thy: th hiu v thi trang (chim37%), kh nng hiu bit cng ngh mi (chim 25%) l nhng mc ch ph khc m sinh vin cho rng vic s dng Laptop mang n cho h, bn cnh vic phc v cho nhu cu hc tp. Tm li, xt theo s nhn thc v mc ch s dng, sinh vin s dng Laptop nh mt phng tin phc v cho hc tp hng ngy, ng thi, c th thy cc sinh vin ny l nhng ngi thch chy theo cc kiu Laptop thi trang, thch s mi m, mun c th hin c tnh v v tr trong x hi. 4.2.2 Tm kim thng tin Khi nhu cu c nhn thc kh r rng th con ngi s tin n tm cch san lp s khc bit gia trng thi hin ti v trng thi mong c ca mnh. V c l d nhin th vic tm kim thng tin s m mng cho vic lm tha mn nhu cu . Trong v vng thng tin v Laptop ang tn ti hin nay, th ngi tiu dng tham kho ngun no m h thy rng ng tin cy nht? Biu 13: Ngun thng tin thm kho ng tin cy nht
Bn b, ngi thn Internet Tivi, bo, tp ch p phch, t r 0% 6% 10% 10% 20% 30% 40% 50% 60% 27% 57%
Qua iu tra, kt qu thu c th ngun thng tin c ngi tiu dng tin tng nht tm hiu v Laptop l t ngi thn, bn b (ngun thng tin truyn ming) v t Internet (chim 27%). Cn thng tin t Tivi, bo, tp ch v p phch, t ri t c la chn, c th l v ngi
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tiu dng t tip cn vi cc ngun thng tin ny, hoc cc thng tin c cung cp m nht, khng nhiu, r tin nn khng sc to c lng tin ngi tiu dng. Tm li, Laptop l mt hng tn kh nhiu tin mua nn ngi thn, bn b l nhn t kh quan trng trong quyt nh mua hng ca ngi tiu dng. 4.2.3 nh gi cc phng n Cc yu t c quan tm, xem xt, so snh khi mua t pha sinh vin
Biu 14: Yu t nh hng n vic mua Laptop
Khuyn mi Mu sc Gi c Ca hng bn Cu hnh Chc nng Thng hiu 0%
18% 12% 58% 48% 17% 47% 63% 20%
47% 58%
20% 22% 25% 28%
12% 5%
3%3.38 3%3.71
10% 7% 0%4.34 15% 7% 10% 10% 8%
4.13 2%
2%3.63
43% 33%
28%
4.15 2%
22% 40% 60% 80%
4.37 7% 5% 3%
100%
Rt quan trng Khng quan trng
Quan trng Rt khng quan trng
Bnh thng
Sinh vin a ra tm tiu ch c nh hung kh nhiu n quyt nh mua Laptop ca mnh. Nhn mt cch tng qut th th t ca cc tiu ch theo mc quan tm ca sinh vin l: thng hiu ( im trung bnh l 4.37), gi c (im trung bnh l 4.34), chc nng (im trung bnh l 4.15), ca hng bn (im trung bnh l 4.13), mu sc (im trung bnh l 3.71), cu hnh (im trung bnh l 3.63) v khuyn mi (im trung bnh l 3.38). By gi ta i vo cc tiu ch trn tm hiu r hn.
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Ca hng bn Biu 15: Tiu ch chn Laptop khi mua

khc Bn nhiu loi Laptop Bn Laptop c bo hnh Nhn vin phc v tt C danh ting 0% 10% 20% 30% 22% 33% 40% 2% 5% 38%
i vi tiu ch ca hng bn th yu t bn Laptop c bo hnh (38%) v yu t ca hng bn c danh ting (33%) c sinh vin nh gi l c nh hng nhiu hn n quyt nh mua so vi cc yu t cn li. iu ny cho thy Laptop l mt hng kh c tin, c t l kh cao so vi mc chi tiu hng thng, nn ngi tiu dng mun mua Laptop va phi c cht lng c m bo, va c th s dng c trong thi gian di. Kiu dng, mu sc Biu 16: tiu ch chn mu Laptop
3% 13% 17% 67%
Mu en Mu trng
Mu Mu khc
Qua u tra, kt qu thu c cho thy a phn sinh vin trong nhm nghin cu s dng Laptop mu en (chim 67%), cn li khc mu khc th khng c chn hn.
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Khuyn mi
Biu 17: hnh thc khuyn mi thu ht nht i vi sinh vin
14% 19% 12% 55%
Gim gi Tng USB Tng qu (ba l, ti xch) Khc
T s liu thu c cho thy sinh vin a phn thch chng trnh khuyn mi gim gi chim 55%, chng trnh khuyn mi ny hin nay tht s thu ht h mt cch ni tri hn c. Cn khc chng trnh khuyn mi cn li khng c sinh vin chn nhiu. Xem ra i vi sinh vin thch nhng chng trnh khuyn mi chy theo cht lng hn l s lng m mnh c c. 4.2.4 Ra quyt nh, chn mua 4.2.4.1 Ngi nh hng nht Sinh vin cn nhc so snh, la chn k lng khi mua, vy th ai s c sc nh hng n h, v khi c tnh hung ngoi d kin xy ra th h s x l ra sao? Biu 18: ngi nh hng nht n quyt nh chn mua hiu Laptop
Khng ai ht 2% Bn b Ngi bn 17% 23% Ngi thn 58%
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SVTH: Nguyn Quc S
Biu 19: ngi quyt nh chn ca hng mua Laptop

Bn thn 83% Gia nh 17%
T s liu cho thy, a s sinh vin c khuynh hng tham kho kin v chu tc ng ca ngi khc hn l t mnh quyt nh khi mua Laptop. Trong , th ngi thn trong gia nh, ngi bn l nhng ngi c tm nh hng kh ln. Cho thy bn thn sinh vin l ng ra quyt nh chn ca hng mua Laptop, do a s gia nh ca h sng nng thn, min qu nn am hiu v cc ca hng bn Laptop t hn. Ngc li, cc sinh vin li c th tip xc nhiu vi cc ca hng ny, nn am hiu v cc ca hng bn Laptop hn. 4.2.4.2 hnh ng ca sinh vin khi khng tm thy loi Laptop mun mua Khi c trng hp khng tm c loi Laptop mun mua? Th h s ng x nh th no?
Biu 20: hnh ng ca sinh vin khi khng tm thy loi Laptop mun mua
Mua loi Laptop tng t c ti ca hng Ngng vic mua hng v ln sau mua Tm mua ca hng khc 0%
11% 27% 62% 10% 20% 30% 40% 50% 60% 70%
Hu ht sinh vin u la chn gii php l vn gi nh ca mnh, v tm mua cho c loi Laptop mnh mun mua n ca hang khc mua (chim 62%). Tm li, quyt nh mua hng ca ngi tiu dng hin nay chu s chi phi ca ngi thn, bn b v nhn hiu Laptop, c quyt nh khi chn ca hng mua v quyt nh ca h thng t chu s nh hng ngay ti thi im mua, v mua cho c laoij Laptop mun mua bng cch tm mua ca hang khc.
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SVTH: Nguyn Quc S
4.2.5 Hnh vi sau khi mua Khi mua Laptop sinh vin da vo kh nhiu t chn mua, vy khi h s dng th mc nh gi v Laptop ca h nh th no? Biu 21: mc quan tm v Laptop ang s dng
D s dng bn Kiu dng Mu sc Cu hnh 0%
18% 8% 17% 45% 33% 47% 65% 50% 37% 50% 30% 15% 17% 13% 5% 0% 10% 5% 2% 5% 0% 10% 13% 2% 3%
20%
40%
60%
Hi lng
80%
100%
Rt hi lng Bnh thng Rt khng hi lng
Khng hi lng
Nhn chung th hu ht sinh vin u hi lng, va vi cc c tnh ca chic Laptop mnh ang s dng.
Biu 22: c d nh i Laptop ang s dng khng Khng 67% C 8% Cha bit 25%
Khi c hi l c d nh i Laptop ang s dng, th t l p vin khng c d nh thay mi chim 67% cn c d nh i Laptop mi ch chim 8% khng ng k. Tm li: Sinh vin khi s dng Laptop ca mnh th hu ht u hi long vi c tnh ca chic mnh ang s dng, v h khng c nh thay i Laptop ca mnh.
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SVTH: Nguyn Quc S
CHNG 5 KT LUN V KIN NGH

Mc ch chnh ca ti ny l m t hnh vi s dng Laptop ca ngi tiu dng ti thnh ph Long Xuyn. Nn chng ny s tm tt kt qu chnh ca ti, t xut cc kin ng gp t kt qu nghin cu. 5.1 Kt lun v hnh vi s dng Laptop ca sinh vin sinh vin s dng Laptop tp trung vo cc hiu: Acer, Hp, Lenovo v Dell ch yu u l hng mi chnh hng, vi gi tr dao ng khong 12 tru n 15 triu, cc p vin ny s dng Laptop cho vic hc mi ngy l trn 3 gi v dng Laptop phc v cho gii tr t 1 gi n 2 gi. Mc ch s dng Laptop ca sinh vin l mt phng tin phc v cho hc tp hng ngy. ng thi theo kin ca h ngoi vic phc v cho h tp, gii tr, n cn th hin s thch v thi trang, thch s mi m, mun c th hin c tnh v v tr trong x hi. Ngun thng tin tham kho c ngi tiu dng tin tng nht v Laptop l tham kho kin ca ngi thn, bn b, thng qua Internet v ngun thng tin truyn ti thng qua cc phng tin thng tin i chng i tr ph thng: t tivi, bo, i Sinh vin a ra tm tiu ch c nh hung kh nhiu n quyt nh mua Laptop ca mnh. Nhn mt cch tng qut th th t ca cc tiu ch theo mc quan tm ca ngi tiu dng l: thng hiu, gi c, chc nng, ca hng bn, mu sc, cu hnh v khuyn mi. Xt v la chn ca hng bn th sinh vin ch yu tp trung vo yu t bn Laptop c bo hnh v yu t ca hng bn c danh ting. V mu sc Laptop m sinh vin thch hin nay l loi Laptop c mu en chim 67%, cn cc mu khc th t c chn hn. V khuyn mi th hnh thc khuyn mi ngi tiu dng thch l gim gi bn v tng USB. i vi sinh vin thch nhng chng trnh khuyn mi chy theo cht lng hn l s lng m mnh c c. Ngi thn l ngi c nh hng nhiu nht n quyt nh mua hng ca sinh vin. V hu ht ngi tiu dng u gi ly nh ban u ca mnh, khi gp tnh hung l khng th tm c loi Laptop m h mun mua. Hnh vi mua Laptop ca sinh vin cng kh n gin. H s dng Laptop phc v ch yu cho mc ch hc tp v ngoi ra gp phn th hin mt cht th hiu, mt cht c tnh, a v ca mnh trong x hi. Khi la chn mua Laptop, h thng da vo cc c tnh nh thng hiu, gi c, chc nng, v hu ht quyt nh mua u thng hay chu s tc ng ca ngi thn. Hu ht ngi tiu dng u hi lng vi Laptop mnh ang s dng nn a s h khng c nh i Laptop. 5.2 Kin ngh Nhng d liu thu c trong ti ny c th s dng lm ngun ti liu ca hng Laptop tham kho lp k hoch tip th, k hoch kinh doanh cho mnh. Cc bi hc kinh nghim c rt ra t qu trnh mua Laptop ca sinh vin nh sau: Do ngi tiu dng thng chu nh hng bi cc ngun thng tin truyn ming t ngi thn, bn b. Nn cc ca hng Laptop nu c th nn pht huy li th ln ca vic truyn t thng
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SVTH: Nguyn Quc S
tin qua cc ngun ny. y l mt trong nhng cch c th, m cc doanh nghip sn xut v ca hng kinh doanh nn p dng l c gng gi ch tn trong sn xut, kinh doanh; dn dn tng bc i su vo lng tin ca khch hng, t s to c lc thu ht c cc khch hng mi (l cc i tng: ngi thn, bn b ca khch hng c ). Cng c th cc doanh nghip c l nn truyn t thng tin qua Internet, cc ngun bo, i, tivi, p phch, t r. Kt qu thu thp c cho thy vic la Laptop ca sinh vin l tng i n gin.Ch yu h ch thng so snh nh gi cn c vo uy tn thng hiu, gi c l ch yu v uy tn c hng bn. Nu c th nn tp trung mua bn cc Laptop c mu en l cc mu m Laptop ang c a chung v s dng kh ph bin hin nay. i vi cc hng Laptop cn tng cng sc nh hng ca ngi bn i vi quyt nh mua ca ngi tiu dng, thng xuyn c cc t khuyn mi thu ht khch hng.
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SVTH: Nguyn Quc S
BN CU HI
Cho cc bn! Ti tn l Nguyn Quc S sinh vin Khoa Kinh t - QTKD trng i hc An Giang. Ti ang thc hin chuyn nm 3 v ti hnh vi s dng Laptop ca sinh vin trng i hc An Giang. Rt mong cc bn dnh cht thi gian gip ti hon thnh cc cu hi di y, nhng thng tin ca cc bn s gip cc nh kinh doanh lnh vc Laptop ci tin sn phm ca mnh ph hp vi nhu cu ca cc bn. Chn thnh cm n cc bn! Hy nh du vo cc cu tr li ph hp nht di y 1) Bn c ang s dng Laptop khng ? C (tip tc) 2) Bn s dng Laptop cho vic no nhiu nht ? Vic hc Kt ni Internet, chat vi bn b, ngi thn Chi game Nghe nhc Khc . 3) Ngoi mc ch trn Laptop cn th hin cho nhng g theo kin ca bn? < 1 gi 1 2 gi Th hiu thi trang Phong cch ring Kh nng cng ngh Khc.. Khng (ngng)
4) Thi gian bn s dng Laptop phc v cho vic hc mi ngy l bao nhiu? 2 3 gi > 3 gi
5) Thi gian bn s dng Laptop phc v ngoi vic hc mi ngy (chi game, gii tr,.)? < 1 gi 1 2 gi 6) Thng tin no gip bn mua Laptop? Internet Tivi, bo, tp ch 7) Tm thng tin v cc ca hng bn Laptop t u? Bn b, ngi thn Chng trnh khuyn mi p phch, t r Bn b, ngi thn 2 3 gi > 3 gi
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Kinh nghim bn thn Khc .. 8) Bn s dng Laptop hiu g? Acer Tosiba Sony Hp 9) Ti sao bn li mua Laptop hiu ? Do ngi thn gii thiu Do thy nhiu ngi s dng Do kinh nghim bn thn Ph hp vi ti tin 10) Ai l ngi nh hng n quyt nh chn hiu Laptop s mua? Bn b Ngi bn 11) Ai l ngi ra quyt nh chn ca hng mua? Gia nh 12) Bn ang s dng Laptop thuc dng no? Hng mi chnh hng Hng xch tay Hng qua s dng 13) Bn mua Laptop vi gi bao nhiu? < 8 triu 8 10 triu 10 12 triu 14) Cc yu t nh hng n vic mua Laptop? (1) Rt khng quan trng; (2) khng quan trng; (3) bnh thng; (4) quan trng; (5) rt quan trng. Tiu ch Gi c 1 2 im 3 4 5 12 15 triu > 15 triu Bn thn Ngi thn Khng ai ht Lenovo Dell Khc
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Thng hiu Cu hnh Mu sc Chc nng Khuyn mi Ca hang bn
1 1 1 1 1 1
2 2 2 2 2 2
3 3 3 3 3 3
4 4 4 4 4 4
5 5 5 5 5 5
15) Khi mua Laptop bn chn ca hng bn nh th no? C danh ting Nhn vin phc v tt Bn Laptop c bo hnh Bn nhiu loi Laptop 16) Chng trnh khuyn mi no bn thch khi mua Laptop? Gim gi Tng USB Tng qu (ba l, ti xch,.) Khc 17) Bn thch Laptop mu g? en Trng Tm mua ca hng khc Ngng vic mua hng v ln sau mua Mua loi Laptop tng t c ti ca hng 19) Bn c hi lng vi Laptop mnh ang s dng khng? (1) Rt khng hi lng; (2) khng hi lng; (3) Bnh thng; (4) hi lng; (5) Rt hi lng. Yu t Cu hnh 1 2 im 3 4 5 Khc ..
18) Bn s c hnh ng no khi khng tm c loi Laptop mun mua?
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Mu sc Kiu dng bn D s dng
1 1 1 1
2 2 2 2
3 3 3 3
4 4 4 4
5 5 5 5
20) Bn c nh i Laptop mnh ang s dng khng? C Cha bit Khng Xin cc bn vui lng cho bit mt s thng tin c nhn 1. 2. 3. 4. Lp: .. Gii tnh Nam Qu qun Thnh th Thu nhp mi thng bn nhn c bao nhiu? < 1 triu 1 triu n 1.2 triu 1.2 triu n 1.5 triu > 1.5 triu Chn thnh cm n cc bn ! Nng thn N
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MC LC
Nhnh vn ha............................................................................................................4 2.2.2 Yu t x hi.................................................................................................5 Nhm tham kho ........................................................................................................5 Vai tr v a v..........................................................................................................5 Hnh 2.3. Thang bc nhu cu Maslow................................................................................6 Hnh 2.4: M hnh 5 giai on quyt nh mua hng..........................................................8 Hnh 2.3. Thang bc nhu cu Maslow 6..........................................................................33 Hnh 2.4: M hnh 5 giai on quyt nh mua hng 8....................................................33
DANH MC CC HNH
Hnh 2.1: M hnh hnh vi ca ngi mua..........................................................................3 Hnh 2.2: M hnh chi tit cc yu t nh hng n hnh vi............................................4 Hnh 2.3. Thang bc nhu cu Maslow ...............................................................................6 Hnh 2.4: M hnh 5 giai on quyt nh mua hng .........................................................8 Hnh 3.1: M hnh nghin cu ..........................................................................................11 Hnh 3.2: Qui trnh nghin cu ........................................................................................ 13 DANH MC CC BIU Biu 1: c cu mu theo gii tnh.................................................................................14 Biu 2: C cu mu theo thu nhp...............................................................................14 Biu 3: c cu mu theo qu qun................................................................................15 Biu 4: C cu mu theo ngnh hc.............................................................................15 Biu 5: Loi Laptop ang s dng .............................................................................16 Biu 6: L do chn nhn hiu Laptop ang s dng...................................................16 Biu 7: Tr gi Laptop ang s dng ..........................................................................17 Biu 8: Dng Laptop ang s dng..............................................................................17 Biu 9: Thi gian s dng Laptop cho vic hc..........................................................18 Biu 10: Thi gian s dng Laptop ngoi vic hc.....................................................18 Biu 11: Mc ch chnh khi s dng Laptop ............................................................19 Biu 12: Mc ch tng thm ca Laptop ...................................................................20 Biu 13: Ngun thng tin thm kho ng tin cy nht ............................................20 Biu 14: Yu t nh hng n vic mua Laptop .....................................................21 Biu 15: Tiu ch chn Laptop khi mua .....................................................................22 Biu 16: tiu ch chn mu Laptop...............................................................................22 Biu 17: hnh thc khuyn mi thu ht nht i vi sinh vin....................................23 Biu 18: ngi nh hng nht n quyt nh chn mua hiu Laptop.....................23 Biu 19: ngi quyt nh chn ca hng mua Laptop...............................................24 Biu 20: hnh ng ca sinh vin khi khng tm thy loi Laptop mun mua...........24 Biu 21: mc quan tm v Laptop ang s dng...................................................25 Biu 22: c d nh i Laptop ang s dng khng..................................................25

Hành vi sử dụng Laptop của sinh viên truờng Đại học An Giang

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Hnh vi s dng Laptop ca sinh vin trung i hc An Giang

CHNG 1 TNG QUAN

1.3 PHNG PHP NGHIN CU

GVHD: Th.s Trn Minh Hi

SVTH: Nguyn Quc S

Hnh vi s dng Laptop ca sinh vin trung i hc An Giang

GVHD: Th.s Trn Minh Hi

SVTH: Nguyn Quc S

Hnh vi s dng Laptop ca sinh vin trung i hc An Giang

GVHD: Th.s Trn Minh Hi

SVTH: Nguyn Quc S

Hnh vi s dng Laptop ca sinh vin trung i hc An Giang

2.2 Nhng yu t nh hng n hnh vi mua sm Vn ha X hi

ng c Nhn thc HiuTm l bit Nin tin v thi

Hon cnh kinh t Li sng. Nhn cch v t thc

Nhn thc Hiu bit Nin tin v thi

GVHD: Th.s Trn Minh Hi

SVTH: Nguyn Quc S

Hnh vi s dng Laptop ca sinh vin trung i hc An Giang

GVHD: Th.s Trn Minh Hi

SVTH: Nguyn Quc S

Hnh vi s dng Laptop ca sinh vin trung i hc An Giang

GVHD: Th.s Trn Minh Hi

SVTH: Nguyn Quc S

Hnh vi s dng Laptop ca sinh vin trung i hc An Giang

GVHD: Th.s Trn Minh Hi

SVTH: Nguyn Quc S

Hnh vi s dng Laptop ca sinh vin trung i hc An Giang

GVHD: Th.s Trn Minh Hi

SVTH: Nguyn Quc S

Hnh vi s dng Laptop ca sinh vin trung i hc An Giang

GVHD: Th.s Trn Minh Hi

SVTH: Nguyn Quc S

Hnh vi s dng Laptop ca sinh vin trung i hc An Giang

GVHD: Th.s Trn Minh Hi

SVTH: Nguyn Quc S

Hnh vi s dng Laptop ca sinh vin trung i hc An Giang

CHNG 3 M HNH V PHNG PHP NGHIN CU

Marketing khc Thng hiu Gi c a im

Gii tnh Thu nhp S thch Phong cch

Mua/hnh vi sau mua QU TRNH RA QUYT NH

Nhn thc nhu cu - Mc ch hc tp, gii tr, - Nhu cu tm l

- Ngi nh hng nht - Tnh hung ngoi d kin

GVHD: Th.s Trn Minh Hi

SVTH: Nguyn Quc S

Hnh vi s dng Laptop ca sinh vin trung i hc An Giang

GVHD: Th.s Trn Minh Hi

SVTH: Nguyn Quc S

Hnh vi s dng Laptop ca sinh vin trung i hc An Giang

Qui trnh nghin cu

C s l thuyt: Hnh vi tiu dng Thang o

Phng vn chnh thc ( mu: n = 60)

X l s liu ( thng k m t, phn tch khc bit )

GVHD: Th.s Trn Minh Hi

SVTH: Nguyn Quc S

Hnh vi s dng Laptop ca sinh vin trung i hc An Giang

GVHD: Th.s Trn Minh Hi

SVTH: Nguyn Quc S

Hnh vi s dng Laptop ca sinh vin trung i hc An Giang

3.4.3 C cu mu theo qu qun Biu 3: c cu mu theo qu qun

Nng thn 73%

3.4.4 C cu mu theo ngnh hc Biu 4: C cu mu theo ngnh hc

20% 20% 20%

GVHD: Th.s Trn Minh Hi