BNG CU HI NGHIN CU V NH GI CA NGI TIU DNG

I VI GI CA SN PHM NC GII KHT PEPSI

Xin cho cc Anh/ch!

Chng ti hin ang l sinh vin khoa Thng mi thuc trng i hc Ti chnh Marketing.
Hin nay ti ang thc hin ti l Nghin cu v nh gi ca ngi tiu dng i vi gi ca
sn phm nc gii kht PEPSI trn a bn Thnh ph H Ch Minh.
Nghin cu ny s gip cng ti c nhng nhn nh ng n nht v quan im ca anh ch i
vs gi ca sn phm nc gii kht Pepsi. T c nhng kin ngh vi cng ty nc gii kht
PepsiCo c nhng iu chnh ph hp. S hp tc ca cc anh (ch) c ngha rt ln trong vic
hon thnh nghin cu ny. Do vy, rt mong Anh/ch vui lng dnh t pht gip chng ti hon
thnh cc cu hi c lin quan di y. Chn thnh cm n!
Quy c cch chn p n : nh du X vo thch hp
c k hiu : Ch chn 1 p n trong s cc p n.
c k hiu : C th chn nhiu hn 1 p n trong s cc p n.
PHN A : BNG CU HI KHO ST
Anh/ch vui lng cho bit : Anh/ch (hoc ngi thn ca Anh/ch) c ang lm vic
trong cc lnh vc sau :
Q1:

Q2:

Lm vic trong cng ty nghin cu th trng

Lm vic trong ngnh bo ch
Lm vic trong cng ty PEPSIco
Khc

Kt thc
Kt thc
Kt thc
Chuyn n Q2

Trong vng 6 thng qua, Anh/ch c tham gia bui tho lun nhm no v sn phm
nc gii kht PEPSI do cc cng ty nghin cu th trng hay cc nhm sinh vin
ang lm ti v nghin cu th trng khng ?
C
Khng

Kt thc
Chuyn n Q3

Anh/ch c bit mc gi bn l ca sn phm nc gii kht PEPSI khng?

Q3:

C
Khng

Chuyn n Q4
Kt thc

Anh/ch vui lng cho bit mc gi c th tng ng vi 1 loi sn phm nc gii

kht PEPSI m Anh/ch bit :
Q4:

Chai nha 500ml, mc gi VN

Chai nha 1500ml, mc gi .. VN
Chai thu tinh 350ml, mc gi .. VN
Lon 330ml, mc gi 8000.. VN

Chuyn n Q5

Anh/ ch bit n gi ca sn phm PEPSI t:

Q5 :

Gia nh, bn b, ngi thn

Cc chng trnh qung co, hi ch, nhn vin tip

th

Kinh nghim bn thn

Ti cc im bn l

Cc ngun khc (ghi r) :..

Chuyn n Q6

Anh/ch cho bit mc thng xuyn s dng sn phm nc gii kht PEPSI:

T 2 n 3 ln/tun

1 ln/tun hoc 1 ln/2tun hoc t hn

Khng s dng

Hn 5 ln/tun
Q6 :

Chuyn n Q7

Chuyn n Q15

Bn thn Anh/ch c phi l ngi mua nc gii kht PEPSI khng?

Q7 :

C
Khng

Chuyn n Q8
Chuyn n Q11

Ln cui cng (gn nht) m anh/ch mua sn phm l khi no?

Q8 :

Trong vng 2 tun tr li y

Trong khong thng 2 thng 3 nm 2012

Trong khong thng 1 thng 2 nm 2012

Trong khong thng 9 thng 12 nm 2011
Khc

Chuyn n Q9

Kt thc

Ln cui cng Anh/ch mua sn phm u?

Ca hng bn l

Nh hng, qun n, qun c ph

My bn hng t ng

Khc (ghi r) :

Siu th
i l
Q9 :

Chuyn n Q10

Anh/ch thng mua sn phm nc gii kht PEPSI :

Siu th
i l
Q10:

Ca hng bn l
Nh hng, qun n, qun c ph
My bn hng t ng
Khc (ghi r) :..

Chuyn n Q11

Gi bn ca sn phm nc gii kht PEPSI c phi l mi quan tm ca Anh/ch?

Q11:

C
Khng

Chuyn n Q12
Chuyn n Q13

Nhng vn lin quan n gi m Anh/ch quan tm :

Q12:

Tnh ph hp (gia gi bn v gi tr ca sn phm)

Tnh cnh tranh (gia cc sn phm cng loi)
Tnh linh hot

Chuyn n Q13

Anh/ch vui lng nh gi v sn phm PEPSI qua cc tiu ch sau 1 cch c lp, da trn
thang im t 1 n 10:
Trung bnh

Khng
th chp
nhn
c
Q13:

1 2 3 4 5 6 7 8 9 10

Tuyt vi

Cc tiu ch nh gi
Gi c
Hng v
Bao b, thit k
Dung tch chai
Uy tn thng hiu
Cc chng trnh qung co, tip th
Cc hnh thc khuyn mi
Mc phn phi
Tng quan v sn phm:

nh gi
9../10
7../10
8../10
8../10
9../10
9../10
7../10
7../10
8../10

Chuyn n Q14

Anh/ch vui lng nh gi v mc hi lng gia GI bn sn phm nc gii kht PEPSI

hin nay vi cc tiu ch khc ca sn phm, da trn thang im t 1 n 10:
Trung bnh

Q14:

Hon
ton
khng
hi lng

1 2 3 4 5 6 7 8 9
Gi so vi

Hng v
Uy tn thng hiu
Bao b, thit k
Dung tch chai

10

Hon ton hi
lng
nh gi
7../10
7../10
8../10
8../10

Cc chng trnh qung co, tip th

Cc hnh thc khuyn mi
Mc phn phi

7../10
7../10
8../10

Chuyn n Q15

Anh/ch vui lng lng chn ra 5 l do quan trng nht lm Anh/ch tuy bit v gi sn phm
nhng vn quyt nh khng mua hoc khng s dng sn phm nc gii kht PEPSI:
Gi c khng ph hp vi cht lng sn phm, gi qu

cao so vi cc sn phm cng loi.

Hng v ca sn phm khng thch hp
Thng hiu sn phm khng uy tn.
Sn phm kh tm mua
Q15:

Bao b, thit k ca sn phm khng p, cha p ng

c nhu cu.
t chng trnh khuyn mi, cc chng trnh khuyn mi
khng hp dn.
B nh hng bi kin ca nhng ngi xung quanh nh
gi khng tt v sn phm

Q16:

Chuyn n Q16

Anh/ch mua sn phm nc gii kht PEPSI biu, tng

hoc mua gim ngi khc.

Khc (vui lng ghi r):
..

..
Anh/ ch cho bit mc ng trong cc kin sau lin quan n sn phm nc gii kht
PEPSI:
1: Hon ton ng
4:Khng ng
2: ng
5: Hon ton khng ng
3: Bnh thng
Nu sn phm PEPSI thay i cht lng bao b, mu m, p ng
c (hoc hn) nhu cu ca Anh/ch, Anh ch ng mua vi mc 3
gi cao hn mc gi hin ti.
Nu sn phm PEPSI c phn phi rng hn na (c th tng s
lng my bn hng t ng), Anh/ch d dng tm mua c sn
Chuyn n
phm khi c nhu cu th Anh ch ng mua vi mc gi cao hn 3
Q17
mc gi hin ti.
Gi cng r cng tt, cht lng mc trung bnh hoc thp hn.
4
Anh/ch s chuyn sang dng sn phm thng hiu khc nu gi
3
bn hin ti ca PEPSI thay i (tng ln).
Anh/ch vui lng chn ra 5 kin m anh/ch tn thnh nht:
Gi bn ca sn phm nc gii kht PEPSI l qu t.
Gi bn ca sn phm nc gii kht PEPSI l qu r.

Q17:

Anh/ch thch hnh thc khuyn mi: gim gi khi mua sn phm vi
s lng ln.
Anh/ch thch hnh thc khuyn mi: gim gi trc tip trn 1 n v
sn phm.

Anh/ch thch hnh thc khuyn mi: tng km sn phm khc.

Anh/ch thch hnh thc khuyn mi: gim gi theo t.

Cc qung co ca PEPSI cn phi c thay i.

Chuyn n
Q18

Ngoi cc nh gi trn y, Anh/ch c nhn xt g khc v gi ca sn phm PEPSI?

Anh/ch c xut g lin quan n gi ca sn phm nc gii kht PEPSI khng?

Q18:

Khng
..
......
..
..
..
..
......
..

Chuyn n
phn B

PHN B THNG TIN C NHN:

Xin Anh/ch vui lng cho bit
H v tn :Phan Hong M DUng Nm sinh : 1991 Gii tnh : N
Ngh Nghip :Sinh vin.
Hin ang cng tc :Trng i hc Khoa hc t nhin
S T :01682529599
XIN CHN THNH CM N ANH/CH
GIP CHNG TI HON THNH BNG CU HI NY.
CHC ANH/CH MT NGY TT LNH !

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