B GIO DC & O TO

KHOA KINH T THNG MI

ti:

Cc Yu T nh Hng n Hnh Vi
Tiu Dng Ca Khch Hng Ti Cc
Ca Hng Tin ch
Ging vin: Thy Trn Tr Dng
Nhm thc hin: Nhm 02

L V ng Khoa

V Nht Phng

Phm Th Ngc Trinh

Thng 05/2011

TRCH YU
Vi s pht trin kinh t v c bit sau s kin Vit Nam gia nhp T Chc
Thng Mi Th Gii (WTO), Vit Nam v ang tng bc xy dng
mt nn kinh t ngy cng n nh v pht trin bn vng. Kinh t pht trin
gii quyt c cc vn v vic lm ng thi i sng ca ngi dn
cng c ci thin r rt v mi mt. C th, thu nhp trung bnh nm 2010
l 1200$/nm, i vi dn c cc thnh ph ln thu nhp vo khong
2800$/nm. Tuy nhin t c con s n tng ny ngi dn buc phi
dnh nhiu thi gian hn cho cng vic t c hiu sut lao ng cao
hn do h khng c thi gian cho cc nhu cu mua sm hng ngy.
Nhm p ng cc nhu cu ny dn ti s ra i ca cc chui ca hng
bn l trong v ngoi nc. Bn cnh nhiu loi hnh ca hng tin li nh
Circle K, Citimart, G7 Mart Cng vi chin lc kinh doanh ca mnh,
Cc h thng ca hng tin ch ang dn chim c lng tin ca khch
hng v ngy cng pht trin mnh m vi cc chi nhnh rng khp cc
thnh ph ln c nc ni chung v c bit l TPHCM ni ring. Vy iu
g lm cho khch hng tm n v chp nhn s dng sn phm ca h
thng ca hng tin ich. tr li cu hi , nhm chng ti tm hiu v
ti Cc Yu T nh Hng n Hnh Vi Tiu Dng Ca Khch Hng Ti Cc Ca
Hng Tin ch.

NHN XT CA GING VIN

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H Ch Minh, ngy 6 thng 9 nm 2011

Chng 1: Tng quan

1.1 C s hnh thnh ti
K t khi Vit Nam ra nhp t chc thng mi th gii WTO, th trng bn
l Vit Nam tr nn ht sc si ng. c bit, Vit Nam c nh gi l th
trng c mc hp dn v ch s pht trin cao nht th gii trong nm
2008. iu ny lm cho th trng bn l Vit Nam tr thnh chic bnh
ngt hp dn ca cc i gia bn l nc ngoi. Hin cc doanh nghip trong
nc ang nh ngi trn ng la, loay hoay tm cch khng b loi ra khi

cuc chi ngay trn sn nh. Vic m ca th trng bn l vo u nm 2009

l cuc cnh tranh va c li ch m cng lm nguy c. Li ch thy r nht
l tng tnh hiu qu cho hot ng bn l. Cn nguy c th rt ln, l
hng hiu cao cp xm nhp vo th trng Vit Nam s lm gim th phn v
li th cnh tranh ca nh phn phi ni a. Nh sn xut, phn phi v cc
thng hiu yu s b loi b. Trong khi th trng ni a th rt nh b,
manh mn, thiu tnh lin kt.
Hin nay, knh phn phi truyn thng vn ang gi vai tr ch yu vi 70%
th phn. Tuy nhin, xu hng tiu dng ca ngi dn Vit Nam ang c
nhng bc chuyn bin tch cc. Thu nhp tng cao to iu kin cho ngi
dn quan tm hn n cc vn v cht lng, an ton v sinh v c bit l
s tin li. Vi xu hng "m ca" hi nhp th trng bn l th knh phn
phi: Ca hng tin li, siu th (chuyn doanh hoc tng hp), trung tm
thng mi s tng trng nhanh thay th dn knh phn phi truyn thng l
ch, ca hngdo , cc knh phn phi bn l hin i c tim nng pht
trin rt ln.
Ca hng tin ch l loi ca hng nh, kinh doanh theo phng thc hin
i, ly s tin li lm tiu ch hot ng. Mt mt, loi ca hng tin li ny
c u im hn cc siu th v vn u t mt bng, vnmt khc, va
p ng c nhu cu tiu dng hin i ang thay i ca ngi dn, va
ph hp vi thi quen i mua hng tp ha ca ngi dn Vit Nam v c
bit, loi hnh ca hng tin ch ny vn cn nhiu t pht trin, tim nng
pht trin rt ln. Trn c s ny ti Cc yu t nh hng n xu
hng hnh vi ca ngi tiu dng ti cc ca hng tin ch trn a bng
TP.HCM

Mc tiu nghin cu
- Nhn dng cc yu t nh hng n xu hng hnh vi ca ngi tiu dng
ti cc ca hng tin ch trn a bng TP.HCM
- nh gi mc nh hng n xu hng hnh vi ca ngi tiu dng
ti cc ca hng tin ch, gii thch
- xut mt s gii php hiu qu cho cc doanh nghip kinh doanh
trong lnh vc bn l cc mt hng tiu dng nhanh
Phm vi nghin cu
Cc ca hng tin ch ni v ngoi trn a bng TPHCM
i tng kho st
Nhng ngi mua hng ti ca hng tic ch v cha tng mua hng ti
ca hng tin ch. Trong ti ny chng ti ch gii hn i tng nghin
cu l nhng ngi sng gn khu vc ca hng, nhng du khch nc ngoi
v nhng khch hng vng lai
Thi gian kho st
Mi thi gian trong ngy nhm chng ti lun theo di v nh gi cc nhm
i tng v thi gian mua hng ca h

Chng 2: C s l thuyt
Mi trng chnh tr, x hi
Vi cc chnh sch n nh chnh tr, kinh t, khuyn khch u t: min gim
thu cho cc doanh nghip trong thi k khng hong kinh t chnh ph

nc ta to ra mt mi trng kinh doanh thun li cho cc doanh nghip,

nh u t trong v ngoi nc.
Tnh hnh chnh tr Th gii c nhiu bin ng, nh hng n hot ng
kinh doanh bn l (c bit vi nhm hng xut nhp khu)
Bt cn xng v cc chnh sch v vai tr iu tit ca c quan iu hnh Nh
nc i vi doanh nghip trong v ngoi nc: nhng doanh nghip bn l
nc ngoi c nhiu u tin trong chnh sch (u tin v v tr, u i thu
v kh nng chu l)

1.1.1.

Mi trng kinh t
Nn kinh t Vit Nam c tc tng trng cao v tng u qua cc nm.

TC TNG TRNG GDP VIT NAM.

GDP (t USD)

120
100
80
60
40
20
0
2004

2005

2006

2007

2008

2009

2010

2011

Nm

Hnh 3 Tc tng trng GDP Vit Nam qua cc nm

GDP t 1156 USD nm 201, ch s gi tiu dng CPI trong qu 1/2011 tng
13.6% so vi cng k nm 2010
Theo World Bank d bo lm pht Vit Nam nm 2011 mc 9,5%, tc
tng trng kinh t nm nay l 6,3%, gim 0,5% so vi nm 2010 do nh
hng ca suy thoi kinh t th gii.

Hot ng kinh doanh bn l chu nh hng bi gi vng, gi xng du v

USD tng trong thi gian qua
Th trng bn l Vit Nam trong nhng nm gn y pht trin kh mnh,
mc tng trng thng xuyn t gn 25%. L mt th trng hp dn v thu
ht u t nhiu tp on bn l trn th gii trong thi gian ti. c AT
Kearney nh gi l 1 trong 3 th trng bn l tim nng nht th gii, nhiu.
V RNCOS d on doanh s th trng bn l Vit Nam nm 2012 s t
khong 85 t USD.

1.1.2.

Mi trng nhn khu hc

Sc mua ln ca 87 triu ngi dn Vit Nam vi dn s tr (t 18 n 25
tui) chim khong 30% tng s dn c nc c thu nhp ngy cng tng.
i sng ngi dn Vit Nam v vt cht, tinh thn phc v cho i sng
hng ngy cng c nng cao hn so vi trc. Nhu cu i hi hng ha,
cc dch v phi c cht lng cao hn hn. Bn cnh vi cuc sng ngy
cng bn rn hn, h khng c nhiu thi gian i ch hay siu thdo
xut hin nhu cu cc dch v phc v tn ni. y l mt yu t thun li
quan trng, thu ht cc ca hng tin li ra i.

1.1.3.

Mi trng khoa hc cng ngh

Mi trng cng ngh ngy cng pht trin, xu hng ng dng nhng tin
b khoa hc k thut mi nht t quc t p dng vo qu trnh sn xut,
logistic, kho bi h tr cho hot ng kinh doanh trong ngnh bn l.

ng dng cng ngh thng tin, cng ngh truyn thng hin i gip cc
khong cch v a l,phng tin truyn ti gip Shop & Go a hnh
nh, thng tin v doanh nghip d dng n vi khch hng.

1.1.4.

Mi trng vn ha x hi
Xu hng la chn mua hng theo thi quen ch truyn thng, tp ha vn
cn nhiu nh ngi trong nhn thc ca ngi. Xu hng mua hng qua
knh siu th, ca hng tin ch ch mi bt u pht trin nhanh khu vc
thnh th.
Xu hng la chn nhng dch v nhanh, tin ch, gn khu dn c v cc sn
phm an ton ang gia tng cc khu vc thnh th.
Xu hng la chn nhng hot ng bn l cao cp, nhng loi hnh kinh
doanh hin i, nhiu tin ch ang c hnh thnh mt b phn ngi tiu
dng tr.

1.1.5.

Mi trng ti nguyn
Thiu ht mt bng phc v cho hot ng kinh doanh bn l Vit Nam.
Mt bng hot ng chu nh hng bi gi thu t, giao thng, iu kin vt
chtNgun ti nguyn v in, nc thiu n nh (c bit trong ma
kh) cng nh hng hng n hot ng kinh doanh bn l (vi nhm hng
gii kht, thc phm ng lnh)

10

2.

Tng quan v th trng ngi tiu dng

2.1. Quy m th trng

Vit Nam l mt th trng kh ln, vi gn 90 triu dn, c cu dn s rt tr
vi khong 65% dn s trong tui lao ng, hn mt na dn s c tui
di 30 v thu nhp ca ngi dn ngy cng cao. Vit Nam c mc tng
trng GDP cao v n nh, theo nhu cu tiu dng cng ngy mt tng
ln. Tng lp trung lu vi thu nhp 250USD/thng tr ln ang tng nhanh.
Ring tng lp trung lu thu nhp trn 500USD/thng chim trn 1/3 s h
gia nh thnh th. y cng l nhm i tng m ca hng tin ch ang
hng n.
Tng mc bn l hng ho v dch v x hi c t 451.83 nghn t ng
trong qu I/2011 (tng 22.6% so vi cng k nm 2010). c tnh n nm
2015 tng mc s t khong 4770 nghn t ng.
Theo Hng Vng SC, c nc hin c hn 8000 ch; 400 siu th, trung tm
thng mi v hn 500 cc ca hng tin ch cc loi, cho thy quy m th
trng bn l trong nc ang rt cao. Mi h thng siu th c 2.000-3.000
nh cung cp hng ha l cc DN, c s SX trong nc.

2.2. Nhu cu th trng

Cuc sng ca ngi dn (c bit thnh th) ngy cng bn rn, nhu cu
chn mua nhng sn phm mt cch tin li, d dng la chn tng. Nhu cu
v cc hng ha sch, c xut x r rng tng, ngy cng ch hn v sc
khe bn thn.

11

2.3. Xu hng th trng

Khi i sng nng cao, nhu cu ca ngi tiu dng s dn chuyn t knh
mua sm truyn thng sang knh mua sm hin i (doanh s knh hin i
hin chim 37% trong tng kinh doanh ngnh bn l Vit Nam)
Xu hng tin li, nhanh chng trong vic chn mua cc loi hng ha
Ngi tiu dng Vit Nam ngy cng c nhiu s la chn nn h ch trng
hn vo cht lng hng ha, dch v, sch cho mi trng, c ngun gc v
xut x r rng.
Ngi tiu dng ngy cng nhy cm hn v vn chnh lch gi v c xu
hng tm kim sn phm gi r. Theo TNS, c khong 12% s h gia nh
mua sm cc siu th nh l, ca hng tin ch mi thng (s liu theo nm
2010)

2.4. Tc pht trin ngnh

Tc pht trin ca ngnh tnh t nm 2005 n nay c tnh t khong
25%/nm (Theo Tng Cc thng k)
S ph duyt ca chnh ph pht trin pht trin h thng cc siu th, trung
tm thng mi, ca hng tin li thay th cho cc ch truyn thng cc
th ln Vit Nam (Ngun theo Planet Retail).

12

Hnh 2 nh gi s pht trin ca h thng bn l giai on 2005 2014

Vit Nam l mt trong nhng th trng bn l hp dn nht th gii theo
nh gi ca A.T.Keaney (T chc Nghin cu th trng hng u ti Hoa
K).
Th trng cn nhiu tim nng pht trin do Vit Nam c dn s tr, p lc
cnh tranh cha cao, tc pht trin nn kinh t di mc 8%.
Xut hin ca nhiu tp on bn l trong v nc bc u tng tnh cnh
tranh trong nhm ngnh ca hng tin ch nh CircleK, Family Mart

2.5. Hnh vi ngi tiu dng

Theo trng phi kinh t, ngi tiu dng ra quyt nh da vo l tr ca h
ti a ha gi tr s dng. Ngi tiu dng tri qua qu trnh nhn thc
xc nh cc thuc tnh quan trng ca sn phm, thu thp thng tinh v
nh gi cc thng hiu cnh tranh nhm la chn c thng hiu ti u
(bettman 1979). Tuy nhin quan im ny b li ch mang tnh xc cm
vn ng vai tr rt quan trng trong tiu dng 1 s sn phm (hirschman v
holbrook, 1982). Trng phi cm xc cho rng, hnh vi ngi tiu dng c
bn l theo cm xc. H quyt nh tiu dng nh th no da tn nhng
chun mc mang tnh ch quan ca c nhn
Trong m hnh EKB (Engel, Kollat & Blackwell, 1984) hnh vi ngi tiu
dng c xem nh mt qu trnh lin tc bao gm vic nhn bit cc nhu
cu, thu thp thng tin, phn tch nh gi, v ra quyt nh. Qu trnh ny b
nh hng bi yu t bn trong v yu t bn ngoi nh thng tin u vo,

13

qu trnh x l thng tin. ng c . mi trng , .V.V..Gia nhng yu t ,

vic thu thp thng tin v tc n ca mi trng l hai yu t nh hng then
cht n vic ra quyt nh cui cng
Tin trnh mua sm thng bt u bng vic ngi tiu dng nhn thc c
nhu cu ca mnh. Nhu cu ny c th c nhn ra khi h b tc ng bi cc
kch thch bn trong hoc mi trng bn ngoi. Sau , h s tin hnh thu
thp thng tin v sn phm, thng hiu da trn kinh nghim c nhn v mi
trng bn ngoi, v bt u c lng nh gi ra quyt nh c nn mua
sn phm hay khng. V vy xu hng ngi tiu dng thng c dng
phn tch hnh vi ngi tiu dng v khi nim xu hng tiu dng nghing
v ch quan ca ngi tiu dng. Khi ngi tiu dng, tiu dng mt
thng hiu (sn phm no ), h s tri qua cc giai on thi vi
thng hiu , h c thi tch cc vi thng hiu . y c xem l
yu t then cht trong vic d on hnh vi ngi tiu dng (Fishbein &
Ajzen, 1975)

2.6. Thi ngi tiu dng

Thi ngi tiu dng (consumer attitude) l mt khi nim quan trng
trong cc nghin cu hnh vi ngi tiu dng. Thi c th c xem nh l
mt yu t thuc v bn cht ca con ngi c hnh thnh thng qua qu
trnh t hc hi. Con ngi dng thi phn ng li mt cch thin cm
hoc c cm i vi mt vt hoc mt s kin c th (Haye, N.2000). Thi
khng th quan st trc tip nhng n c th c suy ra t nhng biu hin
ca hnh vi con ngi. Nhng cm nhn65 mang tnh tch cc i vi mt sn

14

phm no , thng dn n mc a thch, tin tng, v cui cng l kh

nng tiu dng sn phm
M hnh l thuyt v thi thng c s dng ph bin nghin cu v
thi ca ngi tiu dng i vi mt loi sn phm. thng hiu c th l
m hnh thi a thuc tnh (Fishbein & Ajzen 1975) . Trong m hnh ny,
thi gm 3 thnh phn c bn: (1) thnh phn nhn thc (cognitive
coponent), (2) thnh phn cm xc (affective component), (3) thnh phn xu
hng hnh vi (conative coponent). Thi ca ngi tiu dng c nh
ngha nh l vic o lng cc nhn thc v nh gi ca ngi tiu dng v
sn phm, thng hiu v cc thuc tnh ca chng
Thnh phn nhn thc trong mo hnh th hin s nhn bit hay kin thc ca
ngi tiu dng v mt sn phm no , bng vic kt hp gia kinh ngim
vi bn thn, vic thu thp thng tin t nhiu ngun khc nhau nh bn b,
bo ch, t hnh thnh nim tin i vi sn phm v cho rng sn phm s
mang li mt li ch c th no .
Kho st v nhn thc ng vai tr quan trng trong cc cuc nghin cu
hnh vi ca ng tiu dng. Hai ngi tiu dng c cng nhu cu v mt sn
phm, cng hon cnh khch quan nh nhau, vn c th c nhng hnh ng
hon ton khc nhau. V s nhn thc ca ring mi ngi v hon cnh khc
nhau. S khc bit ny nguyn nhn do mi ngi n nhn v l gii thng
tin theo phng cnh ring ca chnh mnh.

2.7. Cc m hnh nghin cu hnh vi ngi tiu dng

M hnh hnh ng hp l (Theory Of Reasoned Action TRA)

15

Thuyt hnh ng hp l - TRA (Fishbein, M. & Ajzen 1975) th hi s phi

hp ca cc thnh phn ca thi trong mt cu trc c thit k d
on v gii tch tt hn v hnh vi ngi tiu dng trong x hi da trn hai
Khi nim c bn :
(1)

Thi ca ngi tiu dng i vi vic thc hin hnh vi v

(2)

Cc chun mc ch quan ca ngi tiu dng

Thi trong TRA c th c xem xt nh trong m hnh thi a thuc

tnh (Fishbein, M. & Ajzen 1975)

M hnh hnh vi d nh (Theory Of Planned Behaviour TPB)

16

M hnh TRA b mt gii hn khi d bo s thc hin cc hnh vi m con

ngi khng kim sot c. Trong trong trng hp ny, cc yu t v thi
i vi hnh vi thc hin v cc chun mc ch quan ca ngi khng
gii thch chi hnh ng ca h. Ajzen hon thin m hnh tra bng cch
a thm yu t s kim sot hnh vi cm nhn vo m hnh

Hnh 2: Thuyt hnh vi d nh (TPB)

M hnh v l thuyt tn hiu

17

Erdem v Swait (1998) xem xt tnh khng hon ho v bt cn xng thng

tin ca th trng nh dng n thi v hnh vi ca ngi tiu dng nh
th no, dn n s tip cn thch hp v phng din nhn thc v phng
din tn hiu i vi hnh vi ngi tiu dng, cng nh nhn mnh vai tr ca
s tn nhim (credibility) v tnh minh bch (clearity) trong vic gii thch
cht lng cm nhn v ri ro cm nhn ca con ngi

M hnh v xu hng tiu dng

18

Da trn m hnh ca Zeithaml (1998) gi nh gi v thng hiu l hai yu

t quan trng ca cht lng cm nhn v c tc ng tch cc n xu hng
tiu dng. Dodds, Monroe, Grewal nm 1991 xy dng m hnh kim nh
cc quan h trc tip v gin tip gia cc tnh hiu ngoi sinh (gi, thng
hiu, tn ca hiu) ln vic nh gi sn phm ca ngi mua v cc nhn t
lin quan n nhn thc v c tc ng n xu hng tiu dng. Nhin cu
cho thy vi tr quan trng ca gi tr m ngi tiu dng cm nhn. Gi tr
ny c th thc y hay cn tr vic tiu dng mt thng hiu no , bi v
gi tr ny l kt qu ca cht lng nhn c v chi ph phi b ra ca ngi
tiu dng

19

2.8. Kt qu cc nghin cu trc

Tc gi Hunh Th Kim Quyn, 2006 Cc yu t nh hng n yu t
tiu dng bt dinh dung tr em. M hnh nghin cu ca tc gi sau khi
hiu chnh gm (1) Hnh nh thng hiu, (2) Ri ro cm nhn, (3) S tn
nhim thng hiu, (4) Cht lng cm nhn, (5) Gi c cm nhn, (6)
Mt phn phi, (7) u t cho chiu th Phn t m l cc yu t
quan trng nh hng n xu hng tiu dng bt dinh dng tr em

Hnh 6: M hnh xu hng tiu dng bt dinh dng tr em

20

n nm 2009, c mt tc gi nghin cu cc yu t nh hng n xu

hng tiu dng thc phm sch ca cc ca hng thc n ti TPHCM.
Trond ti nghin cu ca tc gi. M hnh nghin cu sau khi hiu chnh
gm: (1) Hnh nh thng hiu, (2) Ri ro cm nhn, (3) S tn nhim
thng hiu, (4) Cht lng cm nhn, (5) Gi c cm nhn, (6) Mt
phn phi, (7) u t cho chiu th...

21

2.9. M hnh nghin cu xut

22

Chng 3 : Phn tch d liu

3.1 THNG K M T D LIU
GIOITINH
Frequency
Valid

Percent

Valid Percent

Cumulative Percent

Nam

84

58.3

58.3

58.3

60

41.7

41.7

100.0

144

100.0

100.0

Total

T nhng kt qu trn cho thy ngi nam i mua hng nhng ca hng tin ch c t l
ng hn n. Ta c th gii thch nh sau: v ngi nam khng thch phi tr gi nh
ngoi ch m thch mua hng sao cho nhanh, gn, l nht v gi c so vi s tin li th
khng l vn .
TUOI
Cumulative
Frequency
Valid

Di 20

Percent

Valid Percent

Percent

4.9

4.9

4.9

20-29

104

72.2

72.2

77.1

30-39

26

18.1

18.1

95.1

4.9

4.9

100.0

144

100.0

100.0

Trn 40
Total

S liu ny cho ta thy tui 20-29 chim phn trm i mua hng nhng ca hng tin li
nhiu nht ti hn 70% - mt con s kh ln, vy c th gii thch l h ang tui mi ra
trng, nn mun khng nh gi tr bn thn v thch bt chc ngi khc ( thy ngi ta i
mua u th mua ), tui 30- trn 40 th l nhng ngi c gia nh v c cng n
vic lm n nh nn h s i mua hng nhng ni quen thuc m h mua t trc, hoc c
th l thch nhng hng ha nhng ni sang trng hn nh : siu th ln, nhng ch thuc tm
c quc gia...cn tui di 20 th cha c kh nng nu cha i lm.

23

Statistics
TRINHDO

Valid

143

Missing

Mode

i hc

Percentiles

25

3.00

50

3.00

75

4.00
TRINHDO

Frequency
Valid Ph thng trung hc

Percent

Valid Percent

Cumulative Percent

4.2

4.2

4.2

Sinh vin

10

6.9

7.0

11.2

i hc

65

45.1

45.5

56.6

Sau i hc

62

43.1

43.4

100.0

143

99.3

100.0

.7

144

100.0

hoc thp hn

Total
Missing
Total

System

Kho st 144 ngi, nhng ch c 143 ngi tr li. Nhng ngi i hc v sau i hc l
nhng ngi mua ca hng tin ch l nhiu nht, c th gii thch n gin nh sau: c th
nhng ngi ny c trnh cao nn h rt quan tm n sc khe ca mnh v gia nh, quan
trng hn na v c trnh cao nn c th thu nhp ca h kh nn h c kh nng mua hng
nhng ca hng tin ch trn i li s thoi mi hn l mua hng ngoi ch.

24

NGHENGHIEP
Frequency
Vali

Percent

Valid Percent

Cumulative Percent

Cha i lm

15

10.4

10.4

10.4

Nhn vin vn phng

66

45.8

45.8

56.3

Qun l

30

20.8

20.8

77.1

khc

33

22.9

22.9

100.0

Total

144

100.0

100.0

Nh vy c th kt lun rng, nhng ngi c kh nng i mua hng nhng ca

hng tin ch tp trung phn ln l nhng ngi c kin thc, tui t 20-29 v c thu
nhp kh nh l nhn vin vn phng hay qun l ( c bit l nam gii).

25

3.2 D LIU MAX, MIN, MEAN

Tn nhim thng hiu

N

Minimum

Maximum

Mean

Std. Deviation

TNTH1

144

4.40

.831

TNTH2

144

3.72

1.007

TNTH3

144

3.75

.964

TNTH4

144

4.37

.827

Valid N (listwise)

144

1. Hon ton khng ng

2. Khng ng
3. Trung lp
4. ng
5. Hon ton ng

26

Nhn vo 4 biu trn trn, ta nhn thy 2 cu hi v tn nhim thng hiu 1 v 4 cho cu tr
li c mc tha mn l cao nht (mc 5 mu vng), iu ny cho thy cc ca hng tin ch
to thng hiu ca mnh v cht lng trong lng ngi tiu dng.

Gi c cm nhn
Std.
Minimu
N

Maximu
m

Deviatio
Mean

GCCN1

144

3.61

.990

GCCN2

144

3.70

1.032

Valid

144

(listwise)

Mc gi c cha tha mn ngi tiu dng lm, nhng nhn mt cch tng qut th tuy c hi
mc cht nhng i li ngi tiu dng c hng s tin li, thoi mi t nhng ca hng tin
li nu trn.

27

Ri ro cm nhn
Std.
Minimu
N

Maximu
m

Deviatio
Mean

RR1

144

4.23

.842

RR2

144

4.03

.923

RR3

144

3.29

1.121

Valid

144

(listwise)

Mc ri ro ca 2 biu 1 v 2 v s an ton ca nhn vin ca hng cng nh ca khch

hng l rt rt ln, iu ny cn phi c quan tm. Cn mc ri ro ca bn 3 l v vic tr
li hng sau khi mua cng kh cao lm cho ngi tiu dng n o khi chn la gia nhng ca
hng tin ch v ch. V vy, qua 3 biu trn, cn phi quan tm v tm bin php cho mc
ri ro ny.

28

 thc sc khe
Std.
Minimu
N

Maximu
m

Deviatio
Mean

YTSK1

144

3.63

.952

YTSK2

144

3.42

1.100

Valid

144

(listwise)

Biu 1 cho thy, vic ngi tiu dng cc k quan tm ti sc khe th khng t ti mc cao
nht, nhng mc trung bnh v kh th chim hn 50% v vic ngi tiu dng khng quan tm
ti sc khe lm cng t gn ti 50% - iu ny l 1 vn ln cho ca nhng ca hng tin ch
v khng th no nh trng tm vo thc phm tt cho sc khe nhiu c.

S thch th
Std.
Minimu
N

Maximu
m

Deviatio
Mean

TT1

144

3.15

1.159

TT2

144

3.37

.960

Valid

144

(listwise)

29

2 biu trn cho thy ngi tiu dng c v xem ca hng tin ch bnh thng nh mi ca
hng khc. Thm ch c ngi cn khng thch chim t trng tuy khng nhiu nhng so vi thc
t th ca hng mt mt kh nhiu ngi tiu dng.

nh hng x hi
Std.
Minimu
N

Maximu
m

Deviatio
Mean

AHXH1

144

2.30

1.159

AHXH2

144

2.86

1.035

AHXH3

144

2.42

1.168

AHXH4

144

2.83

1.060

Valid

144

(listwise)

30

Theo nhng kho st hnh vi tiu dng gia ngi TPHCM v ngi H Ni, ngi ta ra kt
lun rng ngi H Ni c t s theo by ng cao hn rt nhiu so vi ngi TPHCM. Nh vy,
4 biu trn cho ta thy ngi thn, ngi xung quanh mt ngi cn mua hng khng nh
hng n h nhiu cho lm. C th ngi tiu dng ch mun tham kho kin ngi thn, bn
b mnh nh th no ri mi a ra quyt nh ng n

31

Mt phn phi
N

Minimum

Maximum

Mean

Std. Deviation

MDPP1

144

3.67

.924

MDPP2

144

4.15

.810

MDPP3

144

4.35

.865

Valid N (listwise)

144

Qua 3 biu v mt phn phi trn ta nhn thy vic nh chc trch ca nhng ca hng tin
li tng i thnh cng trong vic phn phi u nhng ca hng nhng ni d nhn, bt
mt, tin nghi cho ngi tiu dng trn cc ng ph trong nhng qun huyn

32

3.3 TNG QUAN

nh mua

Mean

Std. Deviation

YD1

3.50

1.134

144

YD2

3.97

.885

144

YD3

3.49

1.140

144

Correlations
YD1
YD1

Pearson Correlation

YD2
.314**

.754**

.000

.000

144

144

144

.314**

.312**

Sig. (2-tailed)
N
YD2

YD3

Pearson Correlation

YD3

Sig. (2-tailed)

.000

144

144

144

.754**

.312**

Sig. (2-tailed)

.000

.000

144

144

Pearson Correlation

.000

144

**. Correlation is significant at the 0.01 level (2-tailed).

Vy l kh nng mua hng ca hng tin ch trong vi ngy ti cao nht, cho thy tnh thit yu
ca ca hng tin li l kh cao v phn ln ca hng tp trung vo thc phm hng ngy v thit
yu trong i sng con ngi.

33

3.4 H S ANPHA
Reliability Statistics
Cronbach's Alpha

N of Items

.837

4
Item Statistics

Mean

Std. Deviation

TNTH1

4.40

.831

144

TNTH2

3.72

1.007

144

TNTH3

3.75

.964

144

TNTH4

4.38

.827

144

Reliability Statistics
Cronbach's Alpha

N of Items

.763

3
Item Statistics

Mean

Std. Deviation

CLCN1

3.88

1.048

144

CLCN2

3.76

.948

144

CLCN3

3.93

.913

144

Reliability Statistics
Cronbach's Alpha

N of Items

.591

2
Item Statistics

Mean

Std. Deviation

GCCN1

3.61

.990

144

GCCN2

3.70

1.032

144

34

Reliability Statistics
Cronbach's Alpha

N of Items

.679

3
Item Statistics

Mean

Std. Deviation

MDPP1

3.67

.924

144

MDPP2

4.15

.810

144

MDPP3

4.35

.865

144

Reliability Statistics
Cronbach's Alpha

N of Items

.546

3
Item Statistics

Mean

Std. Deviation

RR1

4.23

.842

144

RR2

4.03

.923

144

RR3

3.29

1.121

144

Reliability Statistics
Cronbach's Alpha

N of Items

.584

2
Item Statistics

Mean

Std. Deviation

YTSK1

3.63

.952

144

YTSK2

3.42

1.100

144

35

Reliability Statistics
Cronbach's Alpha

N of Items

.580

2
Item Statistics

Mean

Std. Deviation

TT1

3.15

1.159

144

TT2

3.38

.960

144

Reliability Statistics
Cronbach's Alpha

N of Items

.756

4
Item Statistics

Mean

Std. Deviation

AHXH1

2.30

1.159

144

AHXH2

2.86

1.035

144

AHXH3

2.42

1.168

144

AHXH4

2.83

1.060

144

Reliability Statistics
Cronbach's Alpha

N of Items
.732

3
Item Statistics

Mean

Std. Deviation

YD1

3.50

1.134

144

YD2

3.97

.885

144

YD3

3.49

1.140

144

36

BNG KHO ST
NH MUA HNG CA NGI TIU DNG
TI CC CA HNG TIN CH
Cho anh/ch,
Chng ti l nhm sinh vin ngnh Marketing thuc trng i hc Hoa Sen. Chng ti thc
hin bng kho st ny nhm thu thp thng tin cn thit cho vic hc mn Nghin Cu
Marketing.
Ch ca cuc kho st ny l Hnh vi mua hng ti cc ca hng tin ch (Vd: Shop & Go,
Circle K, Foodco Mart)
Rt mong nhn c s hp tc ca anh/ch. Mi kin ng gp ca anh/ch u rt quan
trng i vi qu trnh nghin cu ca chng ti.
Chn thnh cm n v chc anh/ch nhiu sc khe!

37

Anh/Ch tng mua hng cc ca hng tin ch bao nhiu ln?

Cha ln no
1 2 ln
3 ln tr ln
Anh/Ch tng bit n ca hng tin ch no sau y?
Shop & Go
Circle K
G7mart
Family Mart
Satra Food
Foodco Mart
Co.op Food
Cha tng nghe qua
Sau y, anh/ch hy tr li nhng cu di bng cch th hin quan im ca anh/ch
i vi vn c a ra trong mi cu theo cc mc sau:
1. hon ton khng ng
2. khng ng
3. trung lp
4. ng
5. hon ton ng

S tn nhim thng hiu

38

Ti cm thy an tm v cht lng cc sn phm by

bn ti cc ca hng tin ch

Thi gian hot ng ca cc ca hng tin ch lun

thun tin cho vic mua sm ca ti

Nhng nhn vin trong ca hng tin ch c thi

phc v rt chuyn nghip

Mi khi cn mua vi mn dng thit yu hay thc

phm, ti ngh n ca hng tin ch thay v ch,
tp ha hay siu th

39

Cht lng cm nhn

Nhng thc sn phm ca hng tin ch rt an ton v v sinh,

cht lng

Nhng sn phm y c trng by p

Nhng sn phm y c bo qun tt

1. Gi c cm nhn
1

Gi bn ca hng tin ch mc hn nhiu so vi bn ngoi khin

ti t b nh mua hng ti y

Tuy gi ca hng tin ch nhn chung cao hn bn ngoi nhng s

tin li ca n vn khin ti gi nh mua hng

2. Mt phn phi
1

Hu nh i u cng thy nhng ca hng tin ch nm ri rc

Trong ca hng tin ch hon ton c y cc vt dng cn thit

Hu ht cc ca hng tin li u nm nhng v tr d thy, tin
ng cho ti mua mt cch d dng khi cn

3. Ri ro cm nhn
1

Mt s ca hng tin ch hot ng 24/24 nhng khng c bo v

trng coi, rt nguy him cho c khch hng ln nhn vin

40

Ch gi xe khng c an ton

6. nh hng x hi
1

Ti thy bn b/ ngi thn ca mnh s dng ca hng tin ch nn

ti cng th s dng

Bn b khuyn ti nn mua hng ca hng tin ch

Gia nh khuyn ti nn mua hng ca hng tin ch

Khi mua hng trong cc ca hng ny ti cm thy gi tr bn thn
mnh c nng cao hn

7. nh mua
1

Thnh thong khi cn ti s mua hng ti ca hng tin ch

Ti s thng xuyn mua hng ti ca hng tin ch

Ti khng c nh mua hng ti ca hng tin ch trong thi gian
ti

41

3. kin ng gp ca anh/ch ci thin nhng thiu st ca cc

ca hng tin ch
.............................................................................................................................................
.............................................................................................................................................
.............................................................................................................................................
.............................................................................................................................................
.............................................................................................................................................
.............................................................................................................................................

4. Thng tin ngi c kho st:

H Tn
Gii tnh

Nam

Nm sinh
Ngh nghip
Email (nu c)

Chn thnh cm n thi gian ca anh/ch dnh cho chng ti.

42