Tra Xanh C2 o Long

TRNG I HC KINH T THNH PH H CH MINH
KHOA THNG MI DU LCH MARKETING

MN :
PHNG PHP NGHIN CU TRONG KINH DOANH

TI:

GVHD : V QUC CHINH
Nhm SVTH : 4
Lp : K15 NT002

Thnh ph H Ch Minh 04 2014

TRNG I HC KINH T THNH PH H CH MINH
KHOA THNG MI DU LCH MARKETING

MN :
PHNG PHP NGHIN CU TRONG KINH DOANH

Danh sch nhm SVTH : Nhm 4 Lp K15NT002
1. Nguyn Thnh Chu
2. ng Th Dim Chi
3. Thi Th Minh Hng
4. Nguyn Th Hu
5. ng Th Thy Ngn
6. Ng Kim Oanh
7. L Quc Tun
8. Tng Th Thanh Vn

Thnh ph H Ch Minh 04 2014

NHN XT CA GING VIN
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MC LC
M U.....................................................................................................................1
NI DUNG.................................................................................................................2
1. Tng quan v th trng tr xanh ng chai: .........................................................2
2. Gii thiu v Tr xanh Khng , Tr C2 v Long Tea Plus:............................4
2.1. Tr Xanh O
0
......................................................................................................4
2.1. Tr xanh C2......................................................................................................5
2.2. Tr xanh Long...............................................................................................6
3. Mc tiu o lng nh gi mc hi lng ca khch hng: ..............................7
3.1. S hi lng khch hng l g?............................................................................7
3.2. Mc tiu o lng mc hi lng i vi sn phm ca doanh nghip..........8
3.3. Cc tiu ch o lng, nh gi mc hi lng ca khch hng......................8
4. Thc hin o lng nh gi.................................................................................9
5. Thu thp v x l s liu :...................................................................................10
Khch hng bit n sn phm qua knh thng tin no........................................10
Loi sn phm tr xanh m bn tng ung (c th chn nhiu sn phm).......12
Nhng l do no nh hng n quyt nh la chn sn phm tr xanh:............14
Sn phm tr xanh m bn thch nht (ch chn 1 sn phm)...............................16
L do no bn thch ung tr xanh.........................................................................1
a im khch hng mua sn phm tr xanh ng chai:.......................................2
n tng ca khch hng v bao b sn phm.......................................................5
Mc hi lng ca khch hng v gi sn phm tr xanh...................................9
Mc hi lng ca khch hng v hng v sn phm tr xanh........................12
nh gi mc hp dn ca qung co sn phm i vi khch hng..............16
nh gi mc hi lng chung ca khch hng i vi sn phm....................19
Xu hng khch hng mun ci tin hng v sn phm Tr xanh......................25
Bng cu hi cho...............................................................................................28
Kim nh gi thuyt thng k.............................................................................36
Mi lin h gia gii tnh v nhn hiu tr xanh........................................................36
Mi lin h gia ngh nghip v nhn hiu tr xanh..................................................37
Mi lin h gia tui v nhn hiu tr xanh...........................................................39
Mi lin h gia ngh nghip v a a im mua hng ti tim tp ha...................40

Mi lin h gia ngh nghip v a a im mua hng ti qun nc va h...........42
6. nh gi tng kt:...............................................................................................43
KT LUN...............................................................................................................44
TI LIU THAM KHO..........................................................................................44
PH LC..................................................................................................................45

1

M U
Ni v tr, mi quc gia c mt loi c bit ring. Nu nh Trung Quc c tr Tn
Cng, Lin X (c) c tr xanh Gruzia, n vi tr en th t lu Vit Nam ni ting
vi tr xanh Thi Nguyn. Trc y, c c tch tr ngon m hng v cn phi mt
nhiu thi gian t vic chn tng l tr cho n khi hm tr. Nhng trong cuc sng ang
pht trin rt nhanh vi cuc sng bn b tt bt, i hi s tin dng v tit kim thi
gian th c l rng vic pha tr chc ch cn tn ti vi ngi cao tui l s ng.
Trong mun vo l do nh vy, tr xanh ng chai ra i nhm phc v nhu cu v
tit kim thi gian cho con ngi trong cuc sng hin i.
Tr xanh ng chai tr thnh loi nc ung thng dng hin nay, mang
n cho ngi khch hng nhiu tin ch v gi tr s dng khc nhau. Trn th trng
xut hin rt nhiu sn phm nhn c s hi lng v pha khch hng . Mt tn
tui rt quen thuc xut hin u tin trn th trng tr xanh ng chai: Tr Xanh O
0

- Tp on Tn Hip Pht, song song l i th Tr Xanh C2 Universal Robina
Corporation; ang chim lnh phn ln trn th trng. Mt sn phm mi xut hin t
cui nm 2013 nhng li mang n nhiu tnh nng vt tri: hot cht t nhin gip
gim hp thu cht bo t thc n, v thm mt, du nh, li va m bo tt cho sc
kho nh cng ngh sn xut Nht Bn u vit - Tr Long TEA+Plus ca Suntory
PepsiCo Vit Nam. ti nh gi mc hi lng ca khch hng v 3 sn phm
Tr Xanh O
0
, Tr Xanh C2, Tr Long TEA+ Plus tm hiu nhu cu s dng ca
khch hng, t a ra con s tng quan v mc hi lng cng nh nhng mong
i t pha khch hng khi s dng 3 loi sn phm ny.

2

NI DUNG
1. Tng quan v th trng tr xanh ng chai:
Tr xanh l loi thc ung kh ph bin v quen thuc ti nhiu nn vn ha
trn khp Chu . Nu nh Trung Quc c tr Tn Cng, Lin X (c) c tr xanh
Gruzia, n vi tr en th t lu Vit Nam ni ting vi tr xanh Thi
Nguyn. Theo nhiu nghin cu cho thy vic ung tr xanh mang li rt nhiu li ch
cho sc khe con ngi. Tuy nhin, x hi ngy cng pht trin, v cng ngh ngy
cng tin tin, con ngi phi chy ua vi thi gian nn qu thi gian dnh cho vic
nhm nhi chn tr truyn thng cng ngy cng eo hp. Do , mt s doanh nghip
nghin cu v cho ra i loi thc ung tr xanh ng chai vi mc ch em li s
tin li v sc khe cho ngi tiu dng.
Gia nhp th trng Vit Nam trong bi cnh Coca Cola v Pepsi nh hnh
v th, Wonderfarm - n t Malaysia, chn cho mnh mt phn khc i lp - sn
phm nc gii kht khng gas (non-CSD) v t c nhng thnh cng nht nh.
Khng ch dng hai sn phm Tr B ao v nc Yn nh, Wonderfarm tip tc
tung ra th trng sn phm mi - nc ung tr xanh vi thng hiu Tops vo cui
nm 2006.
Li th cnh tranh m Wonderfarm c c cng khng duy tr c bao lu
khi m Tn Hip Pht tung ra sn phm tr xanh Khng vo u nm 2007. Sn
phm ny nhanh chng chim lnh th trng bng phng php tip th hn hp:
qung co sng to, u t k cng v cng ngh, c nh v l sn phm c li cho
sc khe, tin dng, h thng phn phi tt v c tung ra u tin trn th trng,
gip Tn Hip Pht chim lnh gn mt na th phn ti Vit Nam. S liu nghin cu
th trng ti thi im thng 6/2007 cho thy, Khng chim hn 71% th phn.
Trong khi , Tops ch chim khong 2% th phn - mt s st gim nhanh chng.
Theo mt nghin cu gn y ca Euromonitor International (EI). Tc tng
trng bnh qun hng nm ca Tr xanh khng lun mc 2 con s. Chnh sc
hp dn v mt doanh thu, m ca th trng i vi sn phm ny ko theo mt
lot nhn hiu tr xanh ng chai xut hin sau ny.
Thm mt cht thay i nh nh mt bin tu to s si ng cho th trng tr xanh
ng chai, khng dng Khng , Tn Hip Pht cho ra sn phm Tr xanh c gas
Ikun . Ikun l thnh qu p t bao cng trnh nghin cu trong nhiu nm ca Tn

3

Hip Pht vi mong mun mang n mt sn phm kun, mt du n ring bit cho
cuc sng a sc mu ca th h 8X v 9X.C th ni, Ikun l s kt hp y sng to
gia nhng t tr xanh thanh khit cng dng sui bong bng ga ln tn sng khoi
to nn mt thc ung snh iu dnh ring cho teen trong cuc sng si ng mi
ngy.
Tip sau Khng l sn phm C2 ca cng ty URC Vit Nam. URC chn
chn tip cn khch hng bng cc phng php tng t v pht trin cc nhanh,
e da th phn ca Tr xanh khng . C thi im C2 pht trin nng, tng trng
n 97%/nm. ng ni, C2 cng l thng hiu tr xanh ng chai s 1 ti th trng
Philippines. Trc i th ln l Tr xanh khng , C2 tm ra th trng ngch
tn cng. H pht hin ra rng, i th s dng chai na lt, kh ln v khng phi
ngi tiu dng no cng ung ht. V th, C2 chn dung tch nh hn, ng chai
360ml v truyn thng mnh cho cht lng ch bin t 100% tr xanh Thi
Nguyn, mt a danh trng ch ni ting ca Vit Nam. Sau ny, C2 cn c h tr
rt mnh t cc chin dch truyn thng ln h thng phn phi (trn 3 triu im bn
l v c mt ti 63 tnh thnh), gip sn phm c mt khp mi ni, tip cn khch
hng trn quy m rng ln.
Gia nhp th trng mun hn, nm 2008, song Lipton Pure Green l ci tn
khin cc i th phi cnh gic v nm di s iu hnh ca ngi khng l trong
lng nc gii kht: Pepsico. Lipton Pure Green c nh v l dng nc gii kht
cao cp v li cun s ch bng s khc bit. Lipton Pure Green khng nh: Sn
phm c lm t 100% l tr non to nn hng tr ti m . Nhng cy tr c
trng v kim sot theo quy nh nghim ngt ca Lipton ton cu. Ch 4 thng sau
khi ra mt, Lipton Pure Green chim c lng tin ca ngi tiu dng tinh v
mt sn phm tr ch thc, c tin cy v cht lng, cht lc nhng tinh ty ca
tr Lipton cng vi phong cch nng ng, trn y sc sng ca thng hiu Pepsi
trong mi chai tr xanh Lipton Pure Green. Vi ngun lc ln, chin lc tip th bi
bn v tha hng h thng phn phi tt ca Pepsi, khng t ngi d on khng
kh Lipton Pure Green lm nn chuyn ln l v li bn th phn tr xanh ng
chai.
y th m nhng tn tui ln trong lng tr xanh ng chai khng ngn cn
c mt ci tn mi toanh: Thin Tr Vedan, xut hin vo cui nm 2012. Thin

4

Tr chn ca s Noo Phc Thnh lm i s thng hiu, cho thy h nh v th
trng l gii tr, nhng ngi nng ng, bn rn vi nhp sng hi h nn lun i
hi sn phm tin dng nhng vn m bo sc khe v nhu cu gii kht. Tuy nhin,
ngoi cuc thi ht vi c m, Thin Tr cha tung chiu c bit g to sng
trn th trng.
Tuy sinh sau mun nm 2013, nhng tr Long TEA+Plus ca tp on
Suntory PepsiCo Vit Nam nhanh chng hp hn gii tr v lm nn cuc cch
mng tr ung lin trong cng ng nhng ngi tr ny. Loi tr ung lin ny c
nh gi l rt tt cho sc khe li va mang li gi tr gii kht. Loi tr ny i vo
lng nhng ngi tr bi bao b tr trung, bt mt. Nhng khng ch c th, loi tr
ny cn c im t cht lng sn phm. c sn xut trn dy chuyn hin i
Nht Bn, tr Long TEA+ Plus ti a ha hm lng OTPP (Oolong tea
Polymerized Polyphenols) c th chit xut gip c th hn ch hiu qu vic hp thu
cht bo t thc n. c bit, tr Long TEA+Plus c v ngon cng mi thm du
nh c trng ca tr Long gy n tng ngay t ngm tr u tin.
Bn cnh nhng ng ln trong lng tr xanh ng chai, mt s nh sn xut
cng mun tham gia th trng y thu ht ny v lm a dng dng sn phm ca
mnh. Tr xanh A*nuta (Cng ty TNHH SX-TM Tn Quang Minh Bidrico), Tr chanh
F5 Fresh (Cng ty TNHH hng tiu dng SaSan Vit Nam). Cng vi cm hng t tr
nh Long TEA Plus nhng li s dng cc nguyn liu khc :Tr Atiso Vfresh
(Vinamilk) to ra s khc bit vi Atiso ho hng trn cao nguyn Lt, gip gii
kht, thanh nhit gii c v tt cho sc khe. Hay mt sn phm khc ca Tn Hip
Pht l tr tho mc Dr. Thanh Tr tho mc mt gan, thanh lc c th, khng lo b
nng. V cn rt nhiu sn phm ly cm hng t tr v cc nguyn liu t nhin;
to ra sn phm tr ng chai tin li cho ngi tiu dng trong cuc sng ngy cng
nhn nhp, i hi p nhng sn phm cht lng hn.
2. Gii thiu v Tr xanh Khng , Tr C2 v Long Tea Plus:
2.1. Tr Xanh O
0

c chit xut t l tr xanh nguyn cht, Tr xanh Khng vi nguyn vn
cht chng oxy ho EGCG c tc dng lm gim cm gic cng thng v mt mi, xoa
du stress, cho ngi thng thc cm gic th thi v ti tnh.

5

Nhng l tr xanh cha hm lng Epigallocatechin Gallate (EGCG) l cht
chng oxy ha mnh c ngun gc t nhin c tc dng gim mt mi, cng thng khi
lm vic cng cao. Khng ch chng lo ha, tr xanh cn c kh nng chng
phng x, phng nga nguy c ung th nn l mt thc ung thit yu cho cuc sng
hin i. Hng thm thanh khit, mc mc nhng nng nn ca tr cho ngi ung
cm gic th thi, sng khoi.
Gp phn vo dng chy vn ha tr ca ngi Vit, Tp on Tn Hip Pht
khng ngng n lc bin chuyn nhng t tr xanh ti non thng hng vo
trong tng chai tr xanh Khng thm ngon, mt lnh, tinh khit. Sn phm to
nn mt du n mi trong vn ha tr Vit - thng thc tr vi phong thi nng ng.
Gi 01 sn phm tr xanh khng l 7.500 VN/ chai/ 500 ml. Tr xanh
khng 01 thng 24 chai 500ml/chai c gi 170.000 VN

Hnh 2.1: Bao b sn phm tr xanh khng
2.1. Tr xanh C2
Cng ty URC Vit Nam l mt cng ty trc thuc tp on URC quc t. URC
Vit Nam c thnh lp v sn xut bnh ko t 2005 ti Khu cng nghip Vit -
Sing, tnh Bnh Dng. Ngoi cc sn phm nh bnh, ko th sn phm ni bt
nht ca URC trn th trng Vit Nam chnh l tr xanh C2.
URC (Universal Robina Corporation) l mt trong nhng cng ty tin phong
ca Philippin vi thm nin 40 nm hot ng trong lnh vc kinh doanh sn xut thc
phm, l mt trong nhng tp on thc phm ln nht Philippines. H cng c
mt ti th trng bnh ko ca 25 nc v vng lnh th nh i Loan, M, Italia,

6

Nht Bn v mt s nc Trung ng. URC hin ang gi 30% th trng khoai ty
chin ti Singapore, 33% ti Malaysia; 28% th trng bnh xp ti Thi Lan; v 22%
th trng bnh snack mn ti Hongkong.
Nh chng ta bit, i tin phong trong th trng ( First mover) tr xanh l
Tn Hip Pht Group vi sn phm tr xanh Khng . Nn mc d l thng hiu tr
xanh s 1 ti th trng Philipine, nhng ti thi im ra mt th trng Vit Nam, C2
dng nh ri vo tnh th b ng v n sau, v tr xanh Khng khi c tr
gip mnh m bi cc hat ng truyn thng rm r nhanh chng chim c th
trng bo b ny.
Gi trung bnh cho 01 sn phm tr xanh C2 dung tch 360 ml/chai l 5.500
VN. Mt thng 24 chai c gi 110.000 VN

Hnh 2.2 nh bao b sn phm tr xanh C2
2.2. Tr xanh Long
Vi cng ngh hin i t Nht Bn, sn phm mi tr Long TEA+Plus ca
tp on Suntory PepsiCo Vit Nam, em n cho ngi tiu dng mt phong cch
thng thc tr Long tin li v thm ngon, tng cng hot cht OTPP hn ch
hp thu cht bo
Tr Long, tr xanh hay tr en u c sn xut t cng mt loi l tr. Tuy
nhin, nu sn xut tr xanh th khng ln men, tr en th ln men hon ton th i
vi tr Long, quy trnh sn xut cn n cng on bn ln men. y l thi im
trong l tr sn sinh nhiu nht mt hot cht c li cho sc khe m ch c th tm
thy tr Long. Cht OTPP (tn vit tt ca Oolong tea Polymerized Polyphenols)
l hot cht t nhin vn c trong tr Long c cng dng hn ch hp thu cht bo
t thc n. V vy, tr Long c a chung s dng km nhng ba n giu nng
lng.

7

Vi s thnh lp lin doanh chin lc gia tp on Suntory v PepsiCo, tr
Long TEA+Plus l sn phm u tin gii thiu ti th trng Vit Nam ca lin
doanh Suntory PepsiCo. Gi trung bnh cho 1 sn phm tr xanh long l 7.000
VN.

Hnh 2.3: nh bao b sn phm Long TEA+ Plus
3. Mc tiu o lng nh gi mc hi lng ca khch hng:
3.1. S hi lng khch hng l g?
S hi lng hay s tha mn ca khch hng chnh l trng thi cm nhn ca
mt ngi qua vic tiu dng sn phm v mc li ch m mt sn phm thc t
em li so vi nhng g ngi k vng.
Nh vy, nh gi mc tha mn ca khch hng v mt sn phm,
ngi ta em so snh kt qu thu c t sn phm vi nhng k vng ca ngi .
C th xy ra mt trong ba mc tha mn sau: khch hng khng hi lng nu kt
qu thc t km hn so vi nhng g h k vng; khch hng hi lng nu kt qu em
li tng xng vi k vng v khch hng rt hi lng nu kt qu thu c vt qu
s mong i.
Nhng k vng ca khch hng thng c hnh thnh t kinh nghim mua
hng trc y ca h, nhng kin ca bn b v ng nghip, nhng thng tin v
ha hn ca ngi bn v i th cnh tranh. Bng cc n lc marketing, ngi bn
c th tc ng, thm ch lm thay i k vng ca ngi mua. y cn trnh hai xu
hng: mt l, ngi bn lm cho ngi mua k vng qu cao v sn phm ca mnh
trong khi n khng xng ng, nh vy s lm cho ngi mua tht vng; hai l, ngi
bn lm cho ngi mua c nhng k vng thp hn kh nng ca sn phm th s lm
hi lng ngi mua, nhng s khng thu ht c nhiu ngi mua. Trong trng hp
ny, gii php marketing hp l m cc doanh nghip thnh cng thng p dng l

8

gia tng k vng ca khch hng ng thi vi vic m bo tnh nng ca sn phm
tng xng vi nhng k vng .
3.2. Mc tiu o lng mc hi lng i vi sn phm ca doanh nghip
Hin nay, cng ngy cng c nhiu cng ty tham gia hot ng kinh doanh v
chia s th phn ca nhau. Mi doanh nghip la chn cho mnh nhng phn khc
khch hng khc nhau, gip doanh nghip pht trin v tn ti khi sn xut ra sn
phm v dch v ph hp vi nhu cu v mong mun ca nhm khch hng mc tiu
ca mnh. kin v mc hi lng ca khch hng gip doanh nghip o lng
c cc hot ng sn xut v tip th ca doanh nghip c i ng hng v c
khch hng quan tm khng. Khch hng s nh gi v cho kin gp v cc yu
t nh hnh nh thng hiu, cht lng sn phm v mc hi lng v dch v m
doanh nghip cung cp.
Tm hiu nhng yu t no tc ng n mc hi lng ca khch hng gip
doanh nghip iu chnh chin lc v k hoch kinh doanh ca mnh, qua p ng
v tng mc hi lng ca khch hng v dch v ca doanh nghip.
3.3. Cc tiu ch o lng, nh gi mc hi lng ca khch hng
Vi mc tiu ng trn lp trng ca cc doanh nghip, chng ti tin hnh o
lng nh gi s hi lng ca khch hng i vi 3 mt hng ung: tr xanh
khng , C2 v tr Long thng qua bng kho st, da trn cc tiu ch c bn sau.
- Cht lng sn phm, hng v: hiu c mc hi lng cng nh mong
mun, s thch ca khch hng i vi cht lng v hng v 3 loi sn phm tr
xanh ni trn. So snh mc hi lng ca khch hng i vi 3 loi sn phm, t
a ra xut ci tin mang tnh khch quan cho doanh nghip.
- Gi c: So snh mc hi lng v gi c ca khch hng i vi 3 sn phm
tr xanh, gip nh cung cp thy c v th gi c sn phm ca mnh i vi ngi
tiu dng.
- Bao b, mu m, qung co: So snh c mc hi lng, yu thch v
bao b, mu m v cc hnh thc qung co sn phm ca khch hn. Gip doanh
nghip thy c im mnh, im yu ca mnh t a ra chin lc ph hp
cnh tranh vi i th.
Tm li, kt qu kho st vi mc tiu xc nh cc yu t nh hng quyt
nh n mc hi lng ca khch hng, nm r im mnh v im yu ca doanh

9

nghip, ng thi hiu r nguyn nhn ca nhng hn ch/ im yu ca sn phm,
thi quen tiu dng v mong mun ca ngi tiu dng i vi tng sn phm tr
xanh, t doanh nghip c k hoch ci tin nhm nng cao mc hi lng ca
khch hng theo th t mc u tin. Gip doanh nghip xy dng v phn b
ngun lc v ci tin mc hi lng ca khch hng vi thi gian v chi ph cho
php.
4. Thc hin o lng nh gi
c im ca mu:
Da trn mc ch nghin cu, iu kin ti chnh v nhn lc nn mu c
thu thp bng cch iu tra phng vn c nhn thng qua vic yu cu p vin in
vo mu cu hi c sn c chun b. c c bng cu hi hon chnh, bc
u nhm a ra bng cu hi tin hnh kho st mu trn khong 20 p vin, t kt
qu thu c s hon thin mu logic hn. Sau a ra mu c th tin hnh iu tra
c th.
Chn mu:
- S lng mu yu cu l 320 mu tin hnh kho st cc ng vin trn a bn
Thnh ph H Ch Minh.
- Tng th nghin cu: ngi tiu dng sn phm tr xanh ti TP.HCM bao gm
Nam, N tui t 16 70.
- Kch thc mu n=320
- K thut chn mu: thun tin v sn phm tr xanh kh ph bin trn th
trng nn d dng tm c v tip cn i tng.
Thit k bng cu hi
Bng cu hi gm 3 phn chnh:
- Phn 1: gm cc cu hi iu kin tham gia cuc phng vn v loi i
tng nh: Bn c ngi thn ang lm vic hoc kinh doanh c lin quan
n sn phm tr xanh 0
0
C2, Long khng? hay Bn c bit ti nhn hiu
tr xanh 0
0
, C2, Long khng?
- Phn 2: gm cc cu hi lin quan n sn phm nh: s yu thch, mc hi
lng ca ngi tiu dng i vi sn phm.

10

- Phn 3: thng tin c nhn : sau khi hon tt phn tr li i vi cc cu hi, ng
vin in thng tin c nhn nhm thng k chnh xc i tng nghin cu.
5. Thu thp v x l s liu :
Da trn kt qu nghin cu trn 320 mu vi bng cu hi, thng qua x l s
liu trn SPSS thu c kt qu cng vi bng d liu:
Khch hng bit n sn phm qua knh thng tin no
BIET DEN SAN PHAM TRA XANH QUA QUANG CAO
Frequency Percent Valid Percent Cumulative Percent
khong 38 11.9 11.9 11.9
co 282 88.1 88.1 100.0
Valid
Total 320 100.0 100.0

BIET DEN SAN PHAM TRA XANH QUA INTERNET
Co 109 34.1 34.1 34.1
khong 211 65.9 65.9 100.0
Valid
Total 320 100.0 100.0

BIET DEN SAN PHAM TRA XANH QUA BAO, TAP CHI
co 91 28.4 28.4 28.4
khong 229 71.6 71.6 100.0
Valid
Total 320 100.0 100.0

11

BIET DEN SAN PHAM TRA XANH QUA QUANG CAO
khong 38 11.9 11.9 11.9
co 282 88.1 88.1 100.0
BIET DEN SAN PHAM TRA XANH QUA NGUOI THAN, BAN BE
khong 150 46.9 46.9 46.9
co 170 53.1 53.1 100.0
Valid
Total 320 100.0 100.0

BIET DEN SAN PHAM TRA XANH QUA CAC KENH THONG TIN KHAC
co 56 17.5 17.5 17.5
khong 264 82.5 82.5 100.0
Valid
Total 320 100.0 100.0

Qua kho st trn cho thy knh qung co l knh thu ht c s ch ca
ng o ngi tiu dng tr xanh nht, c n 282 ngi trn tng s 320 ngi c
kho st bit n sn phm qua knh ny, chim t l ti 88,1%.
S tc ng ca bn b, ngi thn cng ng vai tr khng nh, c hn mt
na i tng c kho st bit n sn phm tr xanh qua knh ny, chim t l l
53,1%. S ngi bit n sn phm qua internet, bo v tp ch ch chim 28-35% trn
tng s i tng c kho st.
Ngoi ra cng c mt s t i tng c nghin cu bit n sn phm qua
cc knh khc.

12

Loi sn phm tr xanh m bn tng ung (c th chn nhiu sn phm)
TUNG UONG O do

Frequency Percent Valid Percent
Cumulative
Percent
khong 23 7.2 7.2 7.2
co 297 92.8 92.8 100.0
Valid
Total 320 100.0 100.0
TUNG UONG C2

13

TUNG UONG O do

Cumulative
Percent
khong 23 7.2 7.2 7.2
co 297 92.8 92.8 100.0

Cumulative
Percent
khong 25 7.8 7.8 7.8
co 295 92.2 92.2 100.0
Valid
Total 320 100.0 100.0

14

TUNG UONG O do

Cumulative
Percent
khong 23 7.2 7.2 7.2
co 297 92.8 92.8 100.0
TUNG UONG O LONG

Cumulative
Percent
khong 154 48.1 48.1 48.1
co 166 51.9 51.9 100.0
Valid
Total 320 100.0 100.0
TUNG UONG CAC LOAI KHAC

Cumulative
Percent
co 54 16.9 16.9 16.9
khong 266 83.1 83.1 100.0
Valid
Total 320 100.0 100.0
Nhn xt :
C khng v C2 u c s dng vi s lng nhiu nht, mc s dng
ca 2 sn phm nhiu nh nhau. long chim t trng thp hn. Cc loi tr xanh
khc chim t trng thp nht do vn cha c ngi tiu dng bit n nhiu.
Nhng l do no nh hng n quyt nh la chn sn phm tr xanh:
$C5_0do Frequencies
Responses
N Percent
Percent of
Cases
chat luong san pham 162 19.5% 54.4%
gia ca 119 14.3% 39.9%
bao bi 65 7.8% 21.8%
su tien dung 141 17.0% 47.3%
Ly do anh huong den
quyet dinh chon 0do
a

gia dinh, ban be 42 5.1% 14.1%

15

tot cho suc khoe 62 7.5% 20.8%
giai khat 200 24.1% 67.1%
quang cao 39 4.7% 13.1%
Total 830 100.0% 278.5%
a. Group
$C5_C2 Frequencies
Responses
N Percent
Percent of
Cases
gia ca 162 20.1% 55.3%
bao bi 45 5.6% 15.4%
su tien dung 135 16.7% 46.1%
giai khat 207 25.7% 70.6%
Ly do anh huong den
quyet dinh chon C2
a

quang cao 49 6.1% 16.7%
Total 807 100.0% 275.4%
a. Group
$C5_Olong Frequencies
Responses
N Percent
Percent of
Cases
gia ca 57 11.4% 28.1%
bao bi 41 8.2% 20.2%
su tien dung 66 13.3% 32.5%
giai khat 103 20.7% 50.7%
Ly do anh huong quyet
dinh chon Olong
a

quang cao 40 8.0% 19.7%
Total 498 100.0% 245.3%
a. Group
Nhn xt:
C 3 sn phm, yu t gii kht l s la chn nhiu nht.
- Vi O , cht lng sn phm c la chn nhiu hn s tin dng v gi c.
- Vi C2, gi c li l s la chn nhiu th 2, cn cht lng sn phm li l mi
quan tm sau s tin dng.

16

- Vi long, ging nh O , cht lng sn phm l s la chn th 2, tuy nhin vn
tt cho sc khe li c u tin hn s tin dng. V gi c khng phi l vn
la chn sn phm ny.
- Cc yu t cn li nh gia nh, bn b, qung co, c la chn s dng khng
nhiu.
Sn phm tr xanh m bn thch nht (ch chn 1 sn phm)

Nhn xt
Theo biu ta thy, trong 320 i tng c phng vn th c n 140 ngi
yu thch tr xanh 0
0
chim t l 43,8%. Trong khi , sn phm long t c khch
hng a thch nht, ch c 62 phiu trong tng s 320 ngi la chn.
Tr xanh O
0
c Tn Hip Pht tung ra th trng vo khong u nm 2006,
l thng hiu ra i trc l ngi i tin phong (trong nhn nhn ca ngi tiu
dng) mang li s thnh cng, thng hiu c nhn bit v a thch rng ri. Tr
xanh 0
0
nh v vo phn khc nhu cu gii kht vi c im vt tri so vi cc loi
thc ung gii kht thng thng l c li cho sc kho, nhanh chng tm c l
do thuyt phc ngi tiu dng s dng sn phm.
Tr Long l sn phm mi ra mt th trng nm 2013, cha thuyt phc c
ngi tiu dng s dng v a thch.

1

L do no bn thch ung tr
xanh

L do khch hng thch ung tr xanh C2

Nhn xt
Vi nhng l do nhm ra, ngi tiu dng la chn sn phm tr xanh mnh
yu thch da trn hng v. Cht lng cng l yu t quan trng khi khch hng la
chn. Qung co v kiu dng bao b sn phm t nh hng n s yu thch ca
khch hng v sn phm tr xanh ng chai.
L do khch hng thch ung tr xanh 0
0

L do khch hng thch ung tr xanh long

2

Nh vy, cc sn phm em n cho ngi tiu dng hng v thm du ca
tr xanh v s thanh khit n tuyt vi ca v chanh du nh trong nhng chai Tr
xanh - em n ngha ch thc ca vic gii nhit cuc sng .
a im khch hng mua sn phm tr xanh ng chai:
MUA SAN PHAM TAI SIEU THI

Cumulative
Percent
co 151 47.2 47.2 47.2
khong 169 52.8 52.8 100.0
Valid
Total 320 100.0 100.0
MUA SAN PHAM TAI CUA HANG TAP HOA

Cumulative
Percent
khong 130 40.6 40.6 40.6
co 190 59.4 59.4 100.0
Valid
Total 320 100.0 100.0

MUA SAN PHAM TAI QUAN NUOC VIA HE

Cumulative
Percent
Co 131 40.9 40.9 40.9
khong 189 59.1 59.1 100.0
Valid
Total 320 100.0 100.0

MUA SAN PHAM TAI DAI LY BAN LE

Cumulative
Percent
co 46 14.4 14.4 14.4
khong 274 85.6 85.6 100.0
Valid
Total 320 100.0 100.0

3

MUA SAN PHAM TAI SIEU THI

Cumulative
Percent
co 151 47.2 47.2 47.2
khong 169 52.8 52.8 100.0
MUA SAN PHAM TAI CANTEEN

Cumulative
Percent
co 83 25.9 25.9 25.9
khong 237 74.1 74.1 100.0
Valid
Total 320 100.0 100.0

MUA SAN PHAM TAI DIA DIEM KHAC

Cumulative
Percent
co 12 3.8 3.8 3.8
khong 308 96.2 96.2 100.0
Valid
Total 320 100.0 100.0

Qua bng s liu ta thy ca hng tp ha l ni nhiu ngi la chn mua
sn phm nht, c 190/320 ngi la chn mua ti y, chim 54,9% trn tng s.
Siu th cng c xem l a im tin li cho mi ngi c th t do la
chn sn phm mnh yu thch, do y cng l ni c mi ngi la chn kh
nhiu khi mua sn phm tr xanh, chim 47,2% tng s i tng c kho st. Tip
theo sau l qun nc va h, canteen v i l bn l, chim t l ln lt l 40,9%,
25,9% v 14,4% trn tng s 320 i tng.

4

5

n tng ca khch hng v bao b sn phm
C 3 sn phm. Bao b sn phm O c nh gi l gy n tng nhiu
nht chim 35.0%, Bao b ca long c nh gi l t gy n tng nht trong ba
sn phm
MUC DO HAI LONG VE BAO BI SAN PHAM 0 do
Frequency Percent
Valid
Percent
Cumulative
Percent

6

rat an tuong 18 5.6 6.1 6.1
an tuong 86 26.9 29.0 35.0
binh thuong 170 53.1 57.2 92.3
khong an tuong 10 3.1 3.4 95.6
hoan toan khong an
tuong
13 4.1 4.4 100.0
Valid
Total 297 92.8 100.0
Missing System 23 7.2
Total 320 100.0

MUC DO HAI LONG VE BAO BI SAN PHAM C2
rat an tuong 8 2.5 2.7 2.7
an tuong 79 24.7 26.8 29.5
Valid
binh thuong 192 60.0 65.1 94.6

7

hoan toan khong an tuong 6 1.9 2.0 100.0
Total 295 92.2 100.0
Total 320 100.0

MUC DO HAI LONG VE BAO BI SAN OLONG
rat an tuong 6 1.9 3.6 3.6
an tuong 57 17.8 34.3 38.0
Valid
binh thuong 90 28.1 54.2 92.2

8

Total 166 51.9 100.0
Total 320 100.0

MUC DO HAI LONG VE BAO BI SAN PHAM 0 do
rat an tuong 18 5.6 6.1 6.1
an tuong 86 26.9 29.0 35.0
Valid
binh thuong 170 53.1 57.2 92.3

9

Total 297 92.8 100.0
Total 320 100.0

Mc hi lng ca khch hng v gi sn phm tr xanh
C 3 sn phm. V mc gi th sn phm C2 c khch hng hi lng nhiu
nht 48.5%, sn phm Long ch c 37.3% s khch hng tr li hi lng.
MUC DO HAI LONG VE GIA CUA SAN PHAM O do

10

Rat hai long 25 7.8 8.4 8.4
Hai long 104 32.5 35.0 43.4
Binh thuong 163 50.9 54.9 98.3
Khong hai long 5 1.6 1.7 100.0
Valid
Total 297 92.8 100.0
Total 320 100.0

MUC DO HAI LONG VE GIA CUA SAN PHAM C2
Rat hai long 14 4.4 4.7 4.7 Valid
Hai long 129 40.3 43.7 48.5

11

Binh thuong 146 45.6 49.5 98.0
Total 295 92.2 100.0
Total 320 100.0

MUC DO HAI LONG VE GIA CUA SAN PHAM OLONG
Rat hai long 7 2.2 4.2 4.2 Valid
Hai long 55 17.2 33.1 37.3

12

Binh thuong 97 30.3 58.4 95.8
Total 166 51.9 100.0
Total 320 100.0

Mc hi lng ca khch hng v hng v sn phm tr xanh
C 3 sn phm. V hng v th sn phm O c khch hng hi lng nhiu
nht 54.5%, mc hi lng v hng v ca long v C2 c nh gi gn ngang nhau
ln lt l 48.8% v 50.8%

13

MUC DO HAI LONG VE HUONG VI SAN PHAM Odo
Rat hai long 29 9.1 9.8 9.8
Hai long 133 41.6 44.8 54.5
Binh thuong 124 38.8 41.8 96.3
Khong hai long 11 3.4 3.7 100.0
Valid
Total 297 92.8 100.0
Total 320 100.0

MUC DO HAI LONG VE HUONG VI SAN PHAM C2
Valid Rat hai long 10 3.1 3.4 3.4

14

Hai long 140 43.8 47.5 50.8
Binh thuong 139 43.4 47.1 98.0
Hoan toan khong hai long 2 .6 .7 100.0
Total 295 92.2 100.0
Total 320 100.0

MUC DO HAI LONG VE HUONG VI SAN PHAM OLONG

15

Rat hai long 15 4.7 9.0 9.0
Hai long 66 20.6 39.8 48.8
Binh thuong 79 24.7 47.6 96.4
Valid
Total 166 51.9 100.0
Total 320 100.0

16

nh gi mc hp dn ca qung co sn phm i vi khch hng
C 3 sn phm. V hng v th sn phm O c khch hng hi lng nhiu
nht 42.8%, mc hi lng v hng v ca C2 l 41.0% cui bng l Long c 28.9%
DO HAP DAN CUA QUANG CAO Odo
Rat hap dan 14 4.4 4.7 4.7
Hap dan 113 35.3 38.0 42.8
Binh thuong 156 48.8 52.5 95.3
Khong hap dan 11 3.4 3.7 99.0
Hoan toan khong hap dan 3 .9 1.0 100.0
Valid
Total 297 92.8 100.0
Total 320 100.0

17

DO HAP DAN CUA QUANG CAO C2
Rat hap dan 17 5.3 5.8 5.8
Hap dan 104 32.5 35.3 41.0
Binh thuong 159 49.7 53.9 94.9
Khong hap dan 11 3.4 3.7 98.6
Hoan toan khong hap dan 4 1.2 1.4 100.0
Valid
Total 295 92.2 100.0
Total 320 100.0

18

DO HAP DAN CUA QUANG CAO OLONG
Rat hap dan 10 3.1 6.0 6.0
Hap dan 38 11.9 22.9 28.9
Binh thuong 103 32.2 62.0 91.0
Khong hap dan 10 3.1 6.0 97.0
Hoan toan khong hap dan 5 1.6 3.0 100.0
Valid
Total 166 51.9 100.0
Total 320 100.0

19

nh gi mc hi lng chung ca khch hng i vi sn phm
C 3 sn phm, nhn chung v mc hi lng khi dng sn phm chim
55.6%, C2 chim 51.9% v long l 50.6%. Qua bng kho st ny thy c tr xanh
vn ang l sn phm c khch hng la chn nhiu nht, nhng cng qua
bng kho st c th thy mc hi lng i vi hai sn phm tr xanh cn li so vi tr
xanh cng khng nhiu
MUC DO HAI LONG CHUNG DOI VOI SAN PHAM Odo
Rat hai long 17 5.3 5.7 5.7
Hai long 148 46.2 49.8 55.6
Binh thuong 125 39.1 42.1 97.6
Valid
Total 297 92.8 100.0
Total 320 100.0

20

MUC DO HAI LONG CHUNG DOI VOI SAN PHAM C2
Rat hai long 13 4.1 4.4 4.4
Hai long 140 43.8 47.5 51.9
Binh thuong 139 43.4 47.1 99.0
Khong hai long 2 .6 .7 99.7
Valid
Total 295 92.2 100.0
Total 320 100.0

21

MUC DO HAI LONG CHUNG DOI VOI SAN PHAM OLONG
Rat hai long 14 4.4 8.4 8.4
Hai long 70 21.9 42.2 50.6
Binh thuong 74 23.1 44.6 95.2
Hoan toan khong hai long 2 .6 1.2 100.0
Valid
Total 166 51.9 100.0
Total 320 100.0

22

nh gi phn ng ca khch hng khi khng hi lng vi sn phm
Khi cm thy khng hi lng vi sn phm tr xanh khch hng s c xu hng
s chn mua sn phm khc
PHAN UNG KHI KHONG HAI LONG DOI VOI SAN PHAM Odo
Tiep tuc mua 1 .3 14.3 14.3
Khong bao gio mua nua 2 .6 28.6 42.9
Mua loai sp khac 4 1.2 57.1 100.0
Valid
Total 7 2.2 100.0
Total
320 100.0

PHAN UNG KHI KHONG HAI LONG DOI VOI SAN PHAM C2
Valid Mua loai sp khac 3 .9 100.0 100.0
Total 320 100.0

PHAN UNG KHI KHONG HAI LONG DOI VOI SAN PHAM OLONG
Khong bao gio mua nua 4 1.2 50.0 50.0
Mua loai sp khac 4 1.2 50.0 100.0
Valid
Total 8 2.5 100.0
Total 320 100.0

23

Khch hng c gii thiu sn phm tr xanh cho ngi khc
Khch hng i vi sn phm tr xanh thng c xu hng gii thiu cho bn
b, ng nghip
GIOI THIEU SAN PHAM TRA XANH Odo CHO NGUOI KHAC
khong 134 41.9 45.1 45.1
co 163 50.9 54.9 100.0
Valid
Total 297 92.8 100.0
Total 320 100.0

GIOI THIEU SAN PHAM TRA XANH C2 CHO NGUOI KHAC
khong 135 42.2 45.8 45.8
co 160 50.0 54.2 100.0
Valid
Total 295 92.2 100.0
Total 320 100.0

24

GIOI THIEU SAN PHAM TRA XANH OLONG CHO NGUOI KHAC
khong 71 22.2 42.8 42.8
co 95 29.7 57.2 100.0
Valid
Total 166 51.9 100.0
Total 320 100.0

25

Xu hng khch hng mun ci tin hng v sn phm Tr xanh
a s khch hng mun gi nguyn hng v ca ba sn phm nhng vn cn
mt s khch hng li c xu hng mun hng v sn phm nht hn. ng ch c
sn phm C2 c 42% khch hng mun sn phm nht hn
XU HUONG CAI TIEN HUONG VI TRA XANH Odo
nhat hon 101 31.6 34.0 34.0
ngot hon 52 16.2 17.5 51.5
khong cai tien 144 45.0 48.5 100.0
Valid
Total 297 92.8 100.0
Total 320 100.0

26

XU HUONG CAI TIEN HUONG VI TRA XANH C2
nhat hon 124 38.8 42.0 42.0
ngot hon 29 9.1 9.8 51.9
khong cai tien 142 44.4 48.1 100.0
Valid
Total 295 92.2 100.0
Total 320 100.0

27

XU HUONG CAI TIEN HUONG VI TRA XANH OLONG
nhat hon 47 14.7 28.3 28.3
ngot hon 21 6.6 12.7 41.0
khong cai tien 98 30.6 59.0 100.0
Valid
Total 166 51.9 100.0
Total 320 100.0

28

Bng cu hi cho
Liu khch hng c xu hng gii thiu sn phm n ngi khc khi h hi
lng vi sn phm. Khi khch hng hi lng vi sn phm tr xanh th h c xu hng
s gii thiu cho ngi khc

29

Loi tr xanh no c Nam gii v n gii quan tm nht
Qua s liu biu c th thy tr xanh O vn l sn phm c nam gii v
n gii quan tm nht

30

Mi quan h gia ngh nghip v a im mua sn phm tr xanh
Qua s liu biu c th thy Hc sinh, sinh vin thng mua tr xanh ca
hng tp haK s, nhn vin vn phng thng mua tr xanh qun va h

31

32

Mi quan h gia tui v xu hng chn loi sn phm tr xanh

33

Mi quan h gia ngh nghip v xu hng thay i hng v sn phm
Khch hng kh hi lng v hng v tr xanh nhng nu thay i th a s
khch hng mun sn phm nht hn, ng ch sn phm C2 c s lng khch
hng mun sn phm nht hn nhiu nht

34

35

36

Kim nh gi thuyt thng k
Mi lin h gia gii tnh v nhn hiu tr xanh
Gi thuyt H
0
: Khng c s khc nhau v gii tnh v nhn hiu tr xanh
kt lun l chp nhn hay bc b gi thuyt H
0
, ta s dng cc kim nh ph hp:
Da vo gi tr P (p-value) (SPSS vit tt p-value l sig.) kt lun l chp nhn hay
bc b gi thuyt H
0

p-value (sig.) (mc ngha) bc b gi thuyt H
0
. C ngha l c mi
quan h c ngha gia gii tnh v nhn hiu tr xanh
p-value (sig.) > (mc ngha) chp nhn H
0
. C ngha l khng c mi
quan h c ngha gia gii tnh v nhn hiu tr xanh.

Bng kt qu t phn mm SPSS:
Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent
Gioi tinh * SAN PHAM TRA XANH DUOC UA
THICH NHAT
320 100.0% 0 .0% 320 100.0%

Gioi tinh * SAN PHAM TRA XANH DUOC UA THICH NHAT Crosstabulation
SAN PHAM TRA XANH DUOC UA
THICH NHAT

O do C2 Olong
Total
Count 64 45 30 139 nam
% within Gioi
tinh
46.0% 32.4% 21.6% 100.0%
Gioi tinh
nu Count 76 73 32 181

37

% within Gioi
tinh
42.0% 40.3% 17.7% 100.0%
Count 140 118 62 320 Total
% within Gioi
tinh
43.8% 36.9% 19.4% 100.0%

Chi-Square Tests

Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 2.264
a
2 .322
Likelihood Ratio 2.274 2 .321
Linear-by-Linear Association
.000 1 .986
N of Valid Cases 320

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 26.93.

T kt qu: p-value (sig.) = 0.322 > (mc ngha) = 0.05 chp nhn H
0
. C ngha
l khng c mi quan h c ngha gia gii tnh v nhn hiu tr xanh (vi (mc
ngha) = 0.05

Mi lin h gia ngh nghip v nhn hiu tr xanh
Gi thuyt H
0
: Khng c s khc nhau ngh nghip v nhn hiu snphm tr xanh
0
bc b gi thuyt H0
0
. C ngha l c mi
quan h c ngha gia ngh nghip v nhn hiu snphm
0
quan h c ngha gia ngh nghip v nhn hiu snphm

38

Case Processi ng Summary

Cases

Valid Missing Total

Nghe nghiep * SAN PHAM TRA XANH
DUOC UA THICH NHAT
320 100.0% 0 .0% 320 100.0%

Nghe nghi ep * SAN PHAM TRA XANH DUOC UA THICH NHAT
Crosstabul ation

SAN PHAM TRA XANH DUOC
UA THICH NHAT

O do C2 Olong
Total
Count 41 29 17 87 nhan vien
van phong
% within
Nghe nghiep
47.1% 33.3% 19.5% 100.0%
Count 79 75 33 187 hoc sinh,
sinh vien
% within
Nghe nghiep
42.2% 40.1% 17.6% 100.0%
Count 14 8 10 32 ky su
% within
Nghe nghiep
43.8% 25.0% 31.2% 100.0%
Count 6 6 2 14
Nghe
nghiep
khac
% within
Nghe nghiep
42.9% 42.9% 14.3% 100.0%
Count 140 118 62 320 Total
% within
Nghe nghiep
43.8% 36.9% 19.4% 100.0%

Chi-Square Tests

a
6 .504
Linear-by-Linear Association .296 1 .586

a. 1 cells (8.3%) have expected count less than 5. The minimum expected
count is 2.71.

39

0
. C ngha
l khng c mi quan h c ngha gia ngh nghip v nhn hiu tr xanh (vi
(mc ngha) = 0.05

Mi lin h gia tui v nhn hiu tr xanh
Gi thuyt H
0
: Khng c s khc nhau tui v nhn hiu tr xanh
0
bc b gi thuyt H0
0
. C ngha l c mi
quan h c ngha gia tui v nhn hiu tr xanh
0
quan h c ngha gia tui v nhn hiu tr xanh

Case Processing Summary

Cases

Valid Missing Total

Do tuoi * SAN PHAM TRA XANH DUOC UA
THICH NHAT
320 100.0% 0 .0% 320 100.0%

Do tuoi * SAN PHAM TRA XANH DUOC UA THICH NHAT Crosstabulation
SAN PHAM TRA XANH DUOC UA
THICH NHAT

O do C2 Olong
Total
Count 9 14 4 27 duoi 20
% within Do
tuoi
33.3% 51.9% 14.8% 100.0%
Count 112 88 52 252 tu 20-30
% within Do
tuoi
44.4% 34.9% 20.6% 100.0%
Do tuoi
tu 31-40 Count 13 13 6 32

40

% within Do
tuoi
40.6% 40.6% 18.8% 100.0%
Count 6 1 0 7 tu 41-50
% within Do
tuoi
85.7% 14.3% .0% 100.0%
Count 0 2 0 2 tren 50
% within Do
tuoi
.0% 100.0% .0% 100.0%
Count 140 118 62 320 Total
% within Do
tuoi
43.8% 36.9% 19.4% 100.0%

Chi-Square Tests

a
8 .157
Linear-by-Linear Association 1.057 1 .304

a. 6 cells (40.0%) have expected count less than 5. The minimum expected count is
.39.

0
.
C ngha l khng c mi quan h c ngha gia tui v nhn hiu tr xanh (vi
(mc ngha) = 0.05
y tn xut mong i di 5 ln n 40% (6 cells (40.0%) have expected
count less than 5. The minimum expected count is .39) .nn kt qu ch tham kho
ban u, khng ng tin cy

Mi lin h gia ngh nghip v a a im mua hng ti tim tp ha
Gi thuyt H
0
: Khng c s khc nhau gia ngh nghip v a im mua hng ti
tim tp ha
0
bc b gi thuyt H0

41

0
. C ngha l c mi
quan h c ngha gia ngh nghip v a im mua hng ti tim tp ha
0
quan h c ngha gia ngh nghip v a im mua hng ti tim tp ha

Crosstab
MUA SAN PHAM TAI CUA
HANG TAP HOA

khong co
Total
Count 32 55 87 nhan vien van
phong
% within Nghe
nghiep
36.8% 63.2% 100.0%
Count 79 108 187 hoc sinh, sinh
vien
% within Nghe
nghiep
42.2% 57.8% 100.0%
Count 13 19 32 ky su
% within Nghe
nghiep
40.6% 59.4% 100.0%
Count 6 8 14
Nghe
nghiep
khac
% within Nghe
nghiep
42.9% 57.1% 100.0%
Count 130 190 320 Total
% within Nghe
nghiep
40.6% 59.4% 100.0%

Chi-Square Tests

Pearson Chi-Square .765
a
3 .858
Likelihood Ratio .770 3 .857
Linear-by-Linear Association .377 1 .539


42

0
.
C ngha l khng c mi quan h c ngha gia ngh nghip v a a im mua
hng ti tim tp ha (vi (mc ngha) = 0.05

Mi lin h gia ngh nghip v a a im mua hng ti qun nc va h
Gi thuyt H
0
: Khng c s khc nhau ngh nghip v a a im mua hng ti qun
nc va h
0
bc b gi thuyt H0
0
. C ngha l c mi
quan h c ngha gia ngh nghip v a a im mua hng ti qun nc va h
0
quan h c ngha gia ngh nghip v a a im mua hng ti qun nc va h

Crosstab
MUA SAN PHAM TAI QUAN
NUOC VIA HE

khong co
Total
Count 54 33 87 nhan vien van
phong
% within Nghe
nghiep
62.1% 37.9% 100.0%
Count 117 70 187 hoc sinh, sinh
vien
% within Nghe
nghiep
62.6% 37.4% 100.0%
Count 12 20 32 ky su
% within Nghe
nghiep
37.5% 62.5% 100.0%
Count 6 8 14
Nghe
nghiep
khac
% within Nghe
nghiep
42.9% 57.1% 100.0%
Count 189 131 320 Total
% within Nghe
nghiep
59.1% 40.9% 100.0%

43

Chi-Square Tests

a
3 .030
Linear-by-Linear Association 4.714 1 .030


T kt qu: p-value (sig.) = 0.030 < (mc ngha) = 0.05 khng chp nhn
H
0
. C ngha l c mi quan h c ngha gia ngh nghip v a a im mua hng
ti tim tp ha (vi (mc ngha) = 0.05.

Nhn xt chung:
Ngi tiu dng kh hi lng vi cht lng ca tr xanh 0
0
hin ti, thm vo
l s lng ngi khng c kin ci tin cho sn phm ny chim 55.6 %. Mt
con s khng nh cho v tr ca tr xanh 0
0
trn th trng hin nay. S khch hng
cn li mun thay i cht t ph hp vi s thch v ch n ung ca mnh.
Mt c im ging nhau na gia tr C2 v 0
0
l s lng ngi s dng 2 sn
phm ny kh l hi lng vi hng v sn phm. Chng t sn phm ny cng khng
km cnh g vi i th ca cnh tranh.
i vi sn phm mi trn th trng, c ch ng trong lng ngi tiu
dng qu l mt qu trnh. i vi cc khch hng s dng Long th li ng vi
hng v hin ti ca Long, vi s lng cng kh cao. iu ny cho thy iu khi
sc cho nhn hiu mi nh Long.
6. nh gi tng kt:
Bi nghin cu tng hp da trn i tng khch hng ang i lm c tui t
20-30 l ch yu nhn thy :
- Tr xanh O
0
vn l nhn hiu c ngi s dng hi lng nht v tt c cc
gi tr, khng nh ch ng vng chc trn th trng nc ung tr xanh ng chai.
- Tr Xanh C2 : l i th nng kg nht v lun theo st trn th trng vi mc
hi lng khng km cnh so vi tr xanh O
0
.
- Tr Long TEA+Plus : mt a con sinh sau mun vi ci tn cn kh xa
l i vi ngi tiu dng nhng li nhn c s hi lng kh tt t pha ngi s

44

dng v nhng gi tr mang li. y l nhng tn hiu ng mng cho nhn hiu ny
trn th trng v c th s tr thnh i th tim nng i vi 2 ng ln Tr xanh O
0

v Tr Xanh C2.
KT LUN
Vi phm vi nghin cu nh, s lng mu cn t v cn nhiu kh khn trong
qu trnh nghin cu o lng nh gi mc hi lng ca khch hng i vi 3
sn phm: Tr xanh khng , tr C2, tr Long Tea Plus. Bi nghin cu a ra con
s tng quan v mc hi lng ca khch hng, t tm hiu c nh cu, s
thch ca khch hng v 3 sn phm trn. Tm hiu c nhu cu s dng theo tng
i tng khch hng tui, ngh nghip, gii tnh khc nhau c nhng mc
hi lng khc nhau cng nh nhu cu khc nhau i vi sn phm tr xanh ng chai.
Da vo nghin cu c th bit c sn phm ang chim lnh th trng, sn phm
no l sn phm tim nng pht trin mnh trong tng lai.
TI LIU THAM KHO
[1]. http://www.doanhnhansaigon.vn/online/the-gioi-quan-tri/marketing-
pr/2011/12/1059975/cuoc-doi-dau-tren-thi-truong-nuoc-tra-xanh/
[2]. http://www.thanhnien.com.vn/pages/20120918/bai-hoc-tu-vua-tra-dong-chai.aspx
[3].http://ngoisao.net/tin-tuc/thoi-cuoc/thuong-truong/thuc-uong-tu-thien-nhien-cho-
mua-he-2592985.html
[4]. http://dantri.com.vn/san-pham-tra-o-long.tag
[5].http://vietnambranding.com/thong-tin/phong-su-thuong-hieu/6554/Tra-xanh-C2--
thuong-hieu-thanh-cong-voi-chien-luoc-dinh-gia-tham-nhap

45

PH LC
BNG CU HI KHO ST
Chng ti l nhm sinh vin ang thc hin ti nghin cu v mc hi
lng ca khc hng i vi 3 sn phm tr xanh ng chai : Tr xanh Khng , tr
C2 v tr Long. Vui lng tr li cc cu hi di y bng cch nh du X vo cu
c chn
1. Bn c bit ti nhn hiu tr xanh 0
o
, C
2
, Long khng?
Tr xanh 0
o
C2 long
C
Khng
2. Bn bit n sn phm tr xanh 0
o
, C
2
, Long qua knh thng tin no?
chn nhiu /n
a. Qung co trn TV
b. Internet
c. Bo/tp ch
d. Bn b/ ngi than
e. Khc
3. Loi sn phm tr xanh m bn tng ung? (c th chn nhiu sn phm)
a. 0
o

b. C
2

c. Long
d. Khc
4. Nhng l do no nh hng n quyt nh la chn sn phm tr xanh ca
bn( chn nhiu /n)?
L do 0
o
C
2
Long
a. Cht lng sn phm
b. Gi c sn phm
c. Bao b sn phm
d. S tin dng
e. Gia nh/ bn b
f. Tt cho sc khe
g. Gii kht
h. Qung co
5. Sn phm tr xanh m bn thch nht? (ch chn 1 sn phm)
a. 0
o

b. C
2

c. Long
6. L do no bn thch ung tr xanh ( chn cu 5) nht?

46

a. Cht lng
b. Gi c
c. Hng v
d. Kiu dng, bao b
e. Qung co
f. Sc khe
g. Khc
7. Bn thng mua sn phm tr xanh u?
a. Siu th
b. Ca hng bn l
c. Qun nc va h
d. i l
e. Canteen
f. Khc
8. Hy nh gi mc n tng ca bn v bao b sn phm.

Rt n
tng
n tng
Bnh
thng
Khng n
tng
Hon ton
khng n
tng
0
o

C
2

Long
9. Hy nh gi mc hi lng ca bn v gi c ca sn phm.

Rt hi
lng
Hi lng
Bnh
thng
Khng hi
lng
Hon ton
khng hi
lng
0
o

C
2

Long
10. Hy nh gi mc hi lng ca bn v hng v sn phm.

Rt hi
lng
Hi lng
Bnh
thng
Khng hi
lng
Hon ton
khng hi
lng
0
o

C
2

Long
11. Hy nh gi v hp dn ca qung co sn phm:

Rt hp dn Hp dn
Bnh
thng
Khng hp
dn
Hon ton
khng hp
dn
0
o

C
2

Long
12. Hy nh gi mc hi lng ca bn i vi nhng sn phm sau;

47

Rt hi
lng
Hi lng
Bnh
thng
Khng hi
lng
Hon ton
khng hi
lng
0
o

C
2

Long
Nu khng hi lng n cu 15, nu hi lng n cu 16
13. Bn c phn ng g khi khng hi lng vi sn phm?

Tip tc
mua
Khng bao
gi mua
na
Mua loi
sn phm
khc
kin khc
0
o

C
2

Long
14. Bn c gii thiu sn phm cho ngi khc khng?
C Khng
0
o

C
2

Long
15. Nu ci tin hng v sn phm, bn mun ci tin nh th no?
Nht hn Ngt hn Khng ci tin
0
o

C
2

Long
Xin vui lng cho bit ngh nghip ca bn
a. Nhn vin vn phng
b. Hc sinh/Sinh vin
c. K s/K thut vin
d. Khc
Thng tin c nhn ngi tr li.
H tn: Gii tnh : Nam N
S in thoi:
a ch email:
Mi thng tin c nhn ch nhm phc v trong phm vi kho st, nghin cu
ny, khng nhm cc mc ch ring t khc. Cm n s hp tc ca mi ngi !

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TRNG I HC KINH T THNH PH H CH MINH

KHOA THNG MI DU LCH MARKETING

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