I HC NNG

Trng H Kinh t
-------------- --------------

BO CO NGHIN CU
ti: NGHIN CU S HI LNG CA KHCH
HNG I VI BNH MN AFC CA CNG TY
KINH

Lp hc phn:
NCMKE_05
Nhm:
STARS
GVHD: TS:ng Th Lin H

Nng, ngy 12 thng 11 nm 2011

NGHIN CU MARKETING

GVHD: TS: ng Th Lin H

MC LC
I. GII THIU D N NGHIN CU..........................................................................4
1. Bi cnh nghin cu.................................................................................................4
1.1 C hi ...............................................................................................................................4
1.2 Thch thc........................................................................................................................4

2. Cng ty c phn Bnh ko Kinh .........................................................................4

3. Sn phm bnh mn AFC........................................................................................5
II. NI DUNG NGHIN CU........................................................................................5
1. Tnh hung qun tr..................................................................................................5
2. Vn nghin cu....................................................................................................6
3. Mc tiu nghin cu.................................................................................................7
4. Cu hi nghin cu...................................................................................................7
5. Gi thit nghin cu..................................................................................................8
6. Phm vi nghin cu..................................................................................................9
III. K HOCH NGHIN CU......................................................................................9
1. Thng tin cn thu thp .............................................................................................9
Loi d liu.............................................................................................................................9
Phng php thu thp d liu................................................................................................9
Phng php chn mu........................................................................................................10
Thng tin cn thu thp.........................................................................................................10

2. Thit k d liu........................................................................................................10
Bng cu hi........................................................................................................................10
2.2 Xy dng thang o..........................................................................................................11

3. D kin kt qu.......................................................................................................13
4. K hoch trin khai.................................................................................................14
IV. PHN TCH D LIU V KIM NH...............................................................14
1. Phn tch d liu.....................................................................................................14
2. Kim nh gi thuyt...............................................................................................33
V. KT LUN.................................................................................................................38
1. Hn ch ca nghin cu.........................................................................................38
2. Kt lun....................................................................................................................38
VI. PH LC..................................................................................................................40

LI M U
Trong bi cnh hi nhp quc t, c bit t khi Vit Nam chnh thc l thnh vin
ca T chc Thng mi Th gii (WTO) th vic nng cao nng lc cnh tranh tr
thnh vn sng cn ca cc doanh nghip. i vi doanh nghip sn xut v kinh
doanh thc phm, ngoi cc vn v qun l cht lng an ton v sinh thc phm, vic
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ci tin nng sut, nng cao cht lng tng kh nng cnh tranh cho doanh nghip l
vn c bit c quan tm. Trong cac doanh nghip nganh thc phm Vit Nam
hin nay, Kinh c bit n l thng hiu bnh ko hng u vi hng lot cc
dng nhn hng nh l bnh M, bnh Bng lan, bnh AFC, bnh Trung thu,... cho thy
s a dng trong chung loai mt hng. Trong s cc nhn hng chng ti xin ni ti
dng bnh AFC - l nhn hng kh ph bin di thng hiu ca Kinh . Vy c
v th ca mt thng hiu hng u nh hm nay th bnh AFC to c du n g
i vi khch hng gp phn to dng nn hnh nh Kinh
T nhng l do trn m d n ''Nghin cu s hi lng ca ngi tiu dng
trn a bn thnh ph Nng vi sn phm bnh mn AFC ca cng ty Bnh ko
Kinh '' ra i.
Bi tp nghin cu ny s khng trnh khi mt s sai st, mong c v cc bn b
sung bi c hon thin hn.

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I. GII THIU D N NGHIN CU

1. Bi cnh nghin cu
1.1 C hi

- Nng l mt th trng khng nh ca Kinh v th trng ny la minh chng cho

s thnh cng ca Kinh ni chung v c th hn l s hi lng ca khch hng i
vi sn phm bnh AFC.
- Nhu cu v cc mt hng ngy cng nng cao trong c mt hng thc phm c th
y l bnh ko, khng nhng v cht lng m cn v chung loai, mu m.
- Thu nhp ca ngi dn Nng phu hp tiu dung cc loi mt hng banh keo t
binh thng n cao cp.
- C nhiu ca hng bn l, siu thi ln trn a bn thnh ph.
- Cht lng v mu m ca sn phm banh keo a dng.
1.2 Thch thc

- S cnh tranh ca cc sn phm ca cng ty trong nc v ngoi nc.

- Yu cu v cht lng sn phm va tinh v sinh an toan thc phm ngay cang
c coi trong.

2. Cng ty c phn Bnh ko Kinh

Cng ty c phn Banh keo Kinh c thnh lp t nm 1993, tri qua 17 nm
hnh thnh v pht trin, n nay Kinh tr thnh mt h thng cc cng ty trong
ngnh thc phm gm: bnh ko, nc gii kht, kem v cc sn phm t sa. Hin nay,
Kinh la cng ty sn xut v ch bin bnh ko hng u ti th trng Vit Nam vi 7
nm lin tc c ngi tiu dng bnh chn l Hng Vit Nam cht lng cao. Cc mt
hng chnh ca cng ty gm cc loi bnh, ko v kem. H thng phn phi ca Kinh
tri khp 64 tnh v thnh ph vi 150 nh phn phi v gn 40.000 im bn l. Sn
phm ca Kinh c xut khu sang th trng 20 nc trn th gii nh M,
Chu u, c, Trung ng, Singapore, i Loan, vi kim ngch xut khu phn u t
10 triu USD vo nm 2003.
Cc dng sn phm chnh:

Bnh Cookie

Bnh Snack

Bnh Cracker AFC - Cosy

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Ko S c la

Ko cng v ko mm

Bnh m mn, ngt

Bnh bng lan

Bnh kem

Kem Kido's

Bnh Trung Thu Kinh

S c la

GVHD: TS: ng Th Lin H

3. Sn phm bnh
mn AFC
Bnh mn AFC l mt trong
nhng dng sn phm chnh ca cng ty
c phn Bnh ko Kinh . y l sn
phm cha b t Dng cht Canxi,
Vitamin D, E v Cht x, v vy bnh
mn AFC rt tt cho sc khe.
Ngoi ra n thm 5 hng v
thm ngon hp dn khch hng tha h
chn la v thng thc. Nhm nhp
khong 1 2 gi bnh AFC gip np ngay nng lng v dinh dng, xua tan i nhng
cn i bt cht n sn sng cho nhng gi lm vic tip theo.
Sn phm bnh mn AFC l loi sn phm tin ch v dinh dng, nn cng ty
mun gia tng s ngi s dng sn phm v gia tng doanh s. V vy, cng ty phi c
nhng chin dch marketing ph hp nh vo khch hng, lm cho khch hng ngy
cng hi lng hn v s dng sn phm nhiu hn.

II.NI DUNG NGHIN CU

1. Tnh hung qun tr
Nm 2010 l nm c nhiu kh khn vi cc doanh nghip vi t gi v li sut
cng tng mnh, trong khi sc tiu th gim st do khng hong kinh t. Cng v th,
doanh s ca cng ty C phn Kinh t d kin nhng tng trng li nhun ch dng

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mc nh k hoch, ch khng vt ch tiu ra nh 2-3 nm v trc. V vy, cc

nh qun tr Cng ty C phn Kinh k vng cao nhng kt qu tt hn trong nm
2011 nhng trc ht h cn nhn nh y cc nguyn nhn bn trong doanh nghip
dn n tnh trng doanh s v li nhun cha tng trng mnh v nguyn nhn khch
quan ngoi nh th trng, khch hng...
C th l i vi sn phm bnh mn AFC ca Kinh : vi nhp lm vic cua
con ngi nh hin nay th vic b sung y u dng cht cho c th cn c quan
tm hn, yu cu t ra l lm sao vic n ung vn am bao cht nhng lai khng tn
qua nhiu thi gian. Vic a bnh mn AFC n gn hn vi mi i tng khch hng,
ap ng tt hn na xu hng tiu dung hin nay l iu m cc nh qun tr Kinh
ang hng ti. Nu cc nh qun tr thnh cng trong d n nay hay ni ng hn l c
nhng chin dch maketing ph hp th v th cng ty Kinh ni chung v sn phm
AFC ni ring s c ci thien ng k trn trng quc t, v vy nhm STARS quyt
inh chn ti nghin cu l ''Nghin cu s hi lng ca ngi tiu dng trn a
bn thnh ph Nng vi sn phm bnh mn AFC ca cng ty Bnh ko Kinh
"

2. Vn nghin cu
''Nghin cu s hi lng ca ngi tiu dng trn a bn thnh ph Nng vi
sn phm bnh mn AFC ca cng ty Bnh ko Kinh "
Trn c s phn tch thun li, kh khn v tnh hung qun tr t ra nh trn,
chng ti a ra mt s vn m nhm chng ti nn lm r:

C nn coi vn tng cht lng sn phm l vn quan trng nh qun tr

a sn phm AFC n gn hn vi ngi tiu dng?

Chin lc maketing nh th no gi c khch hng ca mnh v li ko

c khch hng ca i th cnh tranh?
Nhn thc vn nghin cu thng qua vic xem xt cc yu t mi trng v
phng thc ra quyt nh.
Xem xt cc yu t mi trng
Thng tin trong qu kh: v lng bn, doanh thu, th phn, li nhun, cc c
im v nhn khu v li sng
Mc tiu ca quyt nh: do mi tng quan gia vn nghin cu v vn ra
quyt nh m vic xc nh vn nghin cu i hi phi cn nhc mc tiu ra
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quyt nh. Mc tiu ra quyt nh ca cng ty lc ny l tng doanh s v li

nhun, phc v tt hn nhu cu ca khch hng hin c v thu ht thm khch
hng tim nng.
Hnh vi khch hng: xem xt s lng mua, cc phn ng ca khch hng khi s
dng sn phm, hnh vi ca h sau khi mua
=>Qua ta nhn thy rng, p ng c nhng yu t trn nhm chng ti
cn nghin cu k hn v s hi lng v nhu cu ca khch hng hin ti v
tng lai c nhng s chuan b tt hn cho sn phm bnh mn AFC ny ca
cng ty, c th l:

Xc nh v o lng t l khch hng c duy tr.

o lng mc hi lng ca th trng hin c, nhn nh c cc c im sn

phm m khch hng hi lng v cha hi lng
Bit c nguyn nhn lm gim s hi lng ca khch hng, do nh hng n
doanh s v li nhun
Tm hiu c thm v cc nhu cu mi ca th trng tim nng

3. Mc tiu nghin cu
ti ca chng ti l: Nghin cu s hi lng ca khch hng i vi sn phm
bnh mn AFC ca cng ty bnh ko Kinh trn th trng thnh ph Nng
Mc tiu nghin cu chung l nh gi mc hi lng ca khch hng i vi
sn phm bnh mn AFC.
Mc tiu nghin cu c th l:
Xc nh t l ngi s dng sn phm AFC hin ti.
Bit c mc nh gi ca khch hng i vi cc tiu ch: Sn phm, gi c,
phn phi, truyn thng.
Xc nh nhng mong mun ca khch hng i vi cc chnh sch thay i ca
cng ty Kinh trong tng lai.

4. Cu hi nghin cu
Cac tiu chi thuc v san phm nh cht lng tt, gia tri dinh dng cao,... co anh

hng n s hai long cua khach hang hay khng? Khach hang hai long mc nao

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i vi mi yu t san phm, gia ca, knh phn phi va hinh thc truyn thng c
ng?
H thng phn phi san phm co anh hng n mc hai long cua khach hang

hay khng? Nn y manh hn na knh phn phi va knh truyn thng nao?
Khach hang co chon mua lai va gii thiu v san phm hay khng? Hanh vi mua lp

lai san phm co phu thuc vao cac tiu chi cua san nh cht lng tt, gia tri dinh
dng cao,... va gia ca hay khng?
Nhng yu t thay i cua san phm ma khach hang ky vong cao la gi? C s khc

bit gia mc ky vng ca khch hng i vi mi tiu chi thay i ca san phm
trong tng lai hay khng?
i vi i tng cha s dung san phm, nguyn nhn la gi va liu ho co thay i

quyt inh hay khng?

5. Gi thit nghin cu
Cac tiu chi thuc v san phm nh cht lng tt, gia tri dinh dng cao,... anh
hng n s hai long cua khach hang
H thng phn phi san phm co anh hng quan trong n s hai long cua khach

hang. Nn chu trong y manh phn phi nhng ia im tin dung theo xu hng tiu
dung nh: siu thi, ca hang tp hoa; knh truyn thng qua truyn hinh va s truyn
ming la kha quan trong.
Khach hang se mua lai va gii thiu v san phm nu ho anh gia cac tiu chi khi
chon mua va s dung san phm la cao. Hanh vi mua lp lai san phm phu thuc vao cac
tiu chi cua san nh cht lng tt, gia tri dinh dng cao,... va gia ca
Nguyn nhn chu yu la do ngi tiu dung cha bit n san phm hoc khng co
nhu cu nn phai y manh knh truyn thng.
C s khc bit gia mc ky vng ca khch hng i vi mi tiu chi thay i

ca san phm trong tng lai.

i tng cha s dung san phm co th la do ho khng co nhu cu, ho se s dung

trong tng lai.

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6. Phm vi nghin cu
V gii hn v thi gian v chi ph, nn nhm tin hnh iu tra vi mu l 300
ngi trn a bn thnh ph Nng.
a bn thnh ph Nng, y l mt thnh ph nng ng v pht trin l mt
th loi mt ng thi cng l mt trong nhng ni tp trung nhiu cc trng i hc,
cao ng, trung cp chuyn nghip nhiu nht ca c nc nn lng sinh vin tp trung
v y rt nhiu. V vy, y l mt th trng tim nng i vi sn phm bnh mn
AFC

III.

K HOCH NGHIN CU
1. Thng tin cn thu thp

Loi d liu

Thu thp d liu l mt qu trnh quan trng i vi qu trnh nghin cu

marketing, da vo ngun d liu ngi ta chia thnh 2 loi:

a) Ngun th cp
D liu th cp c ly t cc thng tin c sn.
- C th ly t cc bo co v kt qu nghin cu v khch hng ca cng ty, v
cc thng tin v sn phm, cc chnh sch marketing ca cng ty trn website
www.kinhdo.vn
- Ngoi ra tm thm thng tin trong sch v, bo ch.v phng php nghin cu
marketing, cc k hoch marketing mu.

b) Ngun s cp
- y l ngun d liu c thu thp trc tip t i tng nghin cu, l ngi
dn TP. Nng. Thng qua vic quan st hnh vi ca khch hng khi tip xc vi
i tng khi pht bng cu hi, khi phng vn.
- Ngun d liu ny ch yu c ly t kt qu sau khi tng hp t cc bng cu
hi ca khch hng.
Phng php thu thp d liu

Phng php thu thp d liu: phng vn bng bng cu hi.

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Cng c thu thp d liu: s dng bng cu hi, gm cc cu hi: la chn, cu

hi m, Vi cc thang o: Biu danh, khong v t l,
Phng php chn mu

Phng php chn mu: chn mu ngu nhin.

Quy m chn mu: 300 mu.

Thng tin cn thu thp

Cc thng tin m nhm cn phi thu thp

nh gi mc hi lng ca khch hng i vi sn phm AFC hin c
trn th trng
Tm t l ngi tng s dng sn phm, v l do v sao h chn sn phm
Bit c khch hng thng mua sn phm AFC u, m rng knh
phn phi.
nh gi mc quan trng ca cc yu t nh gi c, bao b, truyn thng,
phn phitrong quyt nh chn mua ca khch hng

Lng ha trng s hay mc quan trng ca mi yu t trong tng

quan vi cc yu t khc

So snh nh gi ca khch hng trn tng tiu ch vi i th cnh tranh

hay vi chnh mnh trong qu kh.

Lng ha mi lin h gia mc hi lng vi cc i lng tip th

khc.

Tm hiu nhng nguyn nhn chnh dn ti khch hng cha s dng sn

phm ca cng ty, v nhng k vng ca khch hng v nhng thay i ca cng
ty i vi dng sn phm bnh mn AFC trong tng lai, t xy dng
chnh sch markting cho sn phm c th lm cho tng s lng khch hng
s dng v tng doanh s bn hng i vi sn phm AFC.

2. Thit k d liu
Bng cu hi

Nhm thit k bng cu hi s dng phng vn thu thp thng tin.

Ni dung bng cu hi nhm trnh by phn ph lc.
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2.2 Xy dng thang o

M t loi thang o c s dng cho mi cu hi

Cu 1: Bit c ty l ngi tng s dng sn phm banh mn AFC ca Kinh
Thang o biu danh
M ha d liu: 1 - tng s dng

0 Cha tng s dng

Cu 2: Bit c khch hng bit n sn phm t nhng ngun no l ch yu

S dng thang o biu danh cho tng p n
M ha d liu: Truyn thanh, truyn hnh, Internet
1- Bit n sn phm thng qua ngun thng tin ny
2- Bit n sn phm khng thng qua ngun thng tin ny
M ha d liu tng t cho cc ngun khac: Bo, tp ch; Ngi thn, bn b; Hi ch
trin lm; Nhn vin bn hng, tip th; cc ngun thng tin khc.
Cu 3: Tm hiu xem khach hang thng mua sn phm cng ty u? Knh phn
phi hi tai c p ng nhu cu khch hng hay khng?
S dng thang o biu danh
M ha d liu
1-

Ca hng tap hoa

2-

Ch

3-

Siu th

4-

Cc im ban, chui ca hang Kinh Bakery

5-

Khc

Cu 4: Bit c tn sut s dng sn phm cua khach hang

S dng thang o biu danh
M ha d liu
1-

Hng ngay

2-

Hang tun

3-

Hng thng

4-

Hng nm

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5-

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Vo dp l, tt

Cu 5 : Bit c mc hi lng ca khch hng i vi cc tiu ch ca sn phm

hin ti (cc yu t thuc v sn phm, gi c, h thng phn phi, v hot ng
truyn thng ca cng ty)
S dng thang o khong
M ha d liu
1-

Rt khng hi lng

2-

Khng hi lng

3-

Bnh thng

4-

Hi lng

5-

Rt hi lng

Cu 6: Bit c mc ky vng ca khch hng i vi nhng s ci tin trong

tng lai ca sn phm
S dng thang o khong
M ha d liu
1-

Rt khng cn thit

2-

Khng cn thit

3-

Bnh thng

4-

Cn thit

5-

Rt cn thit

Cu 7: Bit c ty l khch hng trung thnh s mua lai tip tc s dng sn phm
banh AFC
S dng thang o biu danh
M ha d liu

0 - Khng

1 - Cha xac inh

2 - Co

Cu 8: Bit c ty l ngi s gii thiu sn phm cho ngi thn, bn b sau khi a
s dung san phm
S dng thang o biu danh
M ha d liu

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0 - Khng

1 - Cha xac inh

2 - Co

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Cu 9: Bit c nguyn nhn khin ngi tiu dung cha tng s dng banh AFC
ca Kinh
S dng thang o biu danh
M ha d liu
1-

Khng co nhu cu

2-

San phm khng cao cp

3-

Mu m, bao bi kem thu ht

4-

Cha bit n sn phm banh AFC

5-

Khc

Cu 10: Xac inh c trong tng lai ngi tiu dung co s dung san phm banh
AFC hay khng
S dung thang o biu danh
Ma hoa d liu
1 - Hoan hoan khng chc chn
2 - Tng i khng chc chn
3 - Cha bit
4 - Tng i chc chn
5 - Hoan toan chc chn

3. D kin kt qu
T 300 bng cu hi thu thp thng tin y u t nhng ngi c hoi, d kin thu
c kt qua:
Khoang 90% ngi c hoi bit v san phm, trong o:

- 70% tng s dng sn phm

- 50% c nhu cu dng sn phm trong tng lai
- 5% khng c ngh dng sn phm
Mc hai long chung i vi san phm la 80%

Khch hng hin nay c xu hng tiu dng hng ha siu th nn

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a im mua sn phm d kin l siu th ch, sau l cc ca hng tp ha

Trong quyt nh chn mua sn phm AFC cc yu t nh hng ln nht l cc

yu t thuc v sn phm chim khong 30%. c bit l yu t cht lng v bnh ph

hp cho mi la tui. Cc yu t khc chim t trng tng ng.
Tn sut mua sn phm ca cng ty m chng ti mong i l Hng tun, d kin

t 70%.

4. K hoch trin khai

Hot
ng

Cng vic

Thi gian d
kin hon thnh
(Tun)

Hot ng
ngay trc

Tm tng v ti nghin cu

tng nghin cu c ph chun

Lp k hoch nghin cu s b

Thit k bng cu hi ln 1

Test th bng cu hi

Lp bo co s b vi kt qu test th

Sa, hon thin v in bng cu hi

Thu thp d liu

M ha d liu v nhp d liu

Phn tch d liu

Vit bo co v thuyt trnh v kt

qu nghin cu.

J, C

IV.

PHN TCH D LIU V KIM NH

1. Phn tch d liu

1. 1Quy m v gii tnh c trong mu

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Statistics
GIOI TINH
N

Valid

300

Missing

GIOI TINH

Valid

Frequency

Percent

Valid Percent

Cumulative
Percent

Nu

176

58.7

58.7

58.7

nam

124

41.3

41.3

100.0

Total

300

100.0

100.0

Trong 300 ngi c hoi c 176 ngi la n chim 58.7% v 124 ngi l nam chim
41.3%.
1.2. Tnh hnh s dng sn phm

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DA SU DUNG SAN PHAM

Frequency

Percent

Cumulative
Valid Percent Percent

23

7.7

7.7

7.7

co

277

92.3

92.3

100.0

Total

300

100.0

100.0

Valid khong

Da vo kt qu thng k trn, ta thy trong tng s 300 ngi c phng vn th c

277 ngi a s dung san phm chim 92.3%, 23 ngi cha s dng sn phm chim
7.7%. Ty l trn cho thy mc ph bin ca dng bnh mn AFC trn thi trng a
Nng.
By gi chng ti s i su vo vic phn tch mc hi lng ca khch hng i vi
sn phm bnh AFC ca cng ty c phn Kinh
1.3. Phn tch d liu
D liu sau khi c thu thp v tng hp, biu th trn cc bn,sau tin hnh lm
sch d liu, r sot thng tin, thng k v phn tch,t v phn loi cc cu hi. Cui
cng l m ha d liu v chy chng trnh bng SPSS kt qu thng k c nh sau.
nh gi v cc knh thng tin bit n sn phm ca khch hng
Case Summary
Cases
Valid

CAU2

Missing

Total

Percent N

Percent N

Percent

277

99.6%

0%

100.0%

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277

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BIT N SN PHM NH CC KNH THNG TIN

Responses

CAC NGUON
THONG TIN

Percent

Percent
Cases

TR.THANH,
TR.HINH,
INTERNET

148

34.0%

53.6%

BAO, TAP CHI

54

12.4%

19.6%

NGUOI THAN, BAN 145

BE

33.3%

52.5%

HOI CHO, TRIEN

LAM

42

9.7%

15.2%

NHAN VIEN BAN

HANG

41

9.4%

14.9%

CAC NGUON TT
KHAC

1.1%

1.8%

435

100.0%

157.6%

Total

of

C th hn l:
Tiu ch

TR.THA BAO,
NH,TR.H TAP CHI
INH,
INTERN
ET

NGUOI
THAN
BAN
BE

HOI
CHO
TRIEN
LAM

NHAN
VIEN
BAN
HANG

CAC
NGUON
THONG
TIN
KHAC

34%

12.4%

33,3%

9.7%

9.4%

1.1%

Khng

66%

87.6%

66.7%

90.3%

90,6%

98.9%

Total

100%

100%

100%

100%

100%

100%

Da trn kt qu thng k cho thy ngun thng tin nh hng nht l cc Truyn
thanh, truyn hinh, Internet chim 53.6% trong tng s 277 mu. Phn ln khach hang

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NGHIN CU MARKETING

GVHD: TS: ng Th Lin H

bit n thng hiu ca cng ty qua cac ngun thng tin Truyn hnh, truyn hinh,
Internet v Ngi thn, bn b hn l cc ngun Bao, tap chi; Hi ch trin lm; Nhn
vin bn hng. Nh vy, ngun thng tin chu yu ma cng ty s dng l Truyn hnh,
Internet a at hiu qua. Bn canh o, ngun thng tin truyn ming cung kha quan
trong. Ty l trn chng to knh truyn thng gop phn quan trong trong vic tao dng
danh ting cho thng hiu cho AFC.
a im mua sn phm
DIA DIEM THUONG MUA SP
Frequenc
Valid
y
Percent Percent

Cumulative
Percent

159

57.4

57.4

57.4

Cho

32

11.6

11.6

69.0

sieu thi

73

26.4

26.4

95.3

chuoi cua hang, diem 10

ban KD bakery

3.6

3.6

98.9

dia diem khac

1.1

1.1

100.0

Total

277

100.0

100.0

Valid cua hang tap hoa

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NGHIN CU MARKETING

GVHD: TS: ng Th Lin H

Trong s 277 ngi a s dung san phm th c 159 ngi thng mua sn phm
cc ca hng tp ha chim 57.4%, 73 ngi thng mua siu thi chim 26.4%, mua
qua chui ca hang Kinh Bakery la 10 ngi chim 3.6%. Nh vy co th thy khach
hang chu yu mua san phm ca hang tap hoa va siu thi, con cac ia im khac
chim ty l khng cao.

Tn sut mua san phm

TAN SUAT MUA SP
Frequenc
Valid
y
Percent Percent
Valid hang ngay 12

Cumulative
Percent

4.3

4.3

4.3

16.6

16.6

20.9

hang thang 101

36.5

36.5

57.4

hang nam

60

21.7

21.7

79.1

vao dip le 58
tet

20.9

20.9

100.0

Total

100.0

100.0

hang tuan

LP: NCMKE_05

46

277

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NGHIN CU MARKETING

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Tn sut mua san phm hang thang chim ty l cao nht vi 36.5%, cac dip s dung
vao hang tun, hang nm va vao dip l, tt mc tng ng nhau va ln lt la 16.6%,
21.7% va 20.9%. Nh vy, tn sut s dung cua khach hang mc thng xuyn
trung binh.

Mc nh gi ca khch hng i vi cc tiu ch khi chn mua va

s dng bnh AFC
Mc hi lng v sn phm:
Sn phm:
Statistics

GIA TRI
BAO BI
CHAT
DINH
THIET KE
LUONG TOT DUONG CAO DEP

BANH PHU
HOP CHO
MOI LUA
TUOI

Valid

277

277

277

277

Missing

Mean

3.71

3.73

3.49

3.68

Median

4.00

4.00

3.00

4.00

Sum

1028

1033

968

1018

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SN PHM ( n v:%)
GI TR
CHT
DINH
LNG DNG
TT
CAO

BAO B
THIT
K P
MT

BNH PH
HP CHO
MI LA
TUI

.7

.7

1.4

khong hai long 1.8

2.2

5.4

4.3

binh thuong

32.1

31.0

48.0

33.6

hai long

54.9

55.6

35.4

46.6

rat hai long

10.1

10.5

10.5

14.1

Total

100.0

100.0

100.0

100.0

Valid rat khong hai 1.1

long

60
50

rat khong hai long

40

khong hai long

30

binh thuong
hai long

20

rat hai long

10
0
chat luong tot

gia tri dinh duong cao bao bi thiet ke dep phu hop voi moi lua
tuoi

Qua d liu v biu , chng ta thy ty l khch hng hi lng vi sn phm ca

cng ty theo tng tiu chi nh sau:
Cht lng tt: 54.9% hi lng va 10.1% rt hai long
Gia tri dinh dng: 55.6% hi lng va 10.5 rt hai long
Bao bi thit k ep mt: 35.4 hai long va 10.5 rt hai long
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NGHIN CU MARKETING

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Banh phu hp cho moi la tui: 44.6 hai long va 14.1 rt hai long
Nh vy, nhin chung khach hang kha hai long i vi mi tiu chi c anh gia.
Ty l khach hang khng hai long va rt khng hai long la tng i nho.
Cht lng tt:
CHAT LUONG TOT
Frequenc
Valid
y
Percent Percent

Cumulative
Percent

Valid rat khong hai 3

long

1.1

1.1

1.1

khong hai long 5

1.8

1.8

2.9

binh thuong

89

32.1

32.1

35.0

hai long

152

54.9

54.9

89.9

rat hai long

28

10.1

10.1

100.0

Total

277

100.0

100.0

S liu thng k cho ta

thy, chi c 1.1% khch hng
rt khng hi lng v 54.9% hai
long, 10.1% rt hi lng vi
cht lng sn phm ca cng
ty. Nh vy san phm cua cng
ty a thoa man c khach
hang.

Mc hai long v gia:

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GIA CA HOP LI
Frequenc
Valid
y
Percent Percent
Valid rat khong hai 5
long

Cumulative
Percent

1.8

1.8

1.8

khong hai long 35

12.6

12.6

14.4

binh thuong

141

50.9

50.9

65.3

hai long

82

29.6

29.6

94.9

rat hai long

14

5.1

5.1

100.0

Total

277

100.0

100.0

Khi c hi v mc hi lng gi
c sn phm AFC th c 1.8% rt khng hi
lng, 12.6% khng hi lng, 50.9% (cao
nht) cho rng bnh thng, 29.6% hi lng
v 5.1% rt hi lng
Nh vy, mc gi m Kinh
a ra cho bnh AFC l mc gi m khch
hng c th chp nhn c, nh v i a
s ngi tiu dng.

Mc hai long v h thng phn phi

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Statistics
HE THONG PP MUC SAN CO CUA
RONG KHAP
SP
N

Valid

277

277

Missing

Mean

3.74

3.57

Median

4.00

4.00

Sum

1036

989

HE THONG PP
RONG KHAP

MUC SAN CO CUA SP

Frequency

Percent

Frequency Percent

.4

1.1

khong hai long

2.2

19

6.9

binh thuong

96

34.7

102

36.8

hai long

135

48.7

123

44.4

rat hai long

39

14.1

30

10.8

Total

277

100.0

277

100.0

HE THONG PHAN
PHOI

Valid rat khong hai

long

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NGHIN CU MARKETING

GVHD: TS: ng Th Lin H

50
40
Rat khong hai long

30

Khong hai long

20

Binh thuong
Hai long

10
0

Rat hai long

HE THONG PP RONG MUC SAN CO CUA SP

KHAP

C th thy h thng phn phi sn phm ca cng ty p ng c yu cu mua

v s dng ca khch hng (48.7% hai long, 14.1% rt hai long), mc sn sng p
ng sn phm cao lm va lng khch hng c th l 44.4% hai long, 10.8% rt hai long.
Mc hai long vi hinh thc truyn thng c ng
Statistics
CHUONG
CHUONG TRINH
TRINH QUANG KHUYEN MAI
CAO
HAP DAN
N

Valid

277

277

Missing

Mean

2.99

2.70

Median

3.00

3.00

Sum

829

748

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NGHIN CU MARKETING

TRUYEN THNG

GVHD: TS: ng Th Lin H

QUANG
THU HUT

CAO

KHUYEN MAI HAP

DAN

Frequenc
y
Percent Frequency

Valid rat khong hai 8

long

Percent

2.9

18

6.5

khong hai long 53

19.1

97

35.0

binh thuong

156

56.3

123

44.4

hai long

53

19.1

28

10.1

rat hai long

2.5

11

4.0

Total

277

100.0

277

100.0

60
50
40

Rat khong hai long

Khong hai long
Binh thuong
Hai long
Rat hai long

30
20
10
0
QUANG CAO THU HUT

KHUY EN MAI HAP DAN

T thng k trn ta thy, hinh thc truyn thng c ng ca cng ty vn cha p

ng c yu cu ca khch hng, a s ho u anh gia mc binh thng va ty l hai
long va khng hai long chung cho ca hai tiu chi trn la kha cao (27.1% khng hi lng
v 4.7% rt khng hi lng)

Xet ring cho tiu chi chng trinh khuyn mai

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NGHIN CU MARKETING

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CHUONG TRINH KHUYEN MAI HAP DAN

Frequenc
Valid
y
Percent Percent
Valid rat khong hai 18
longt

Cumulative
Percent

6.5

6.5

6.5

khong hai long

97

35.0

35.0

41.5

binh thuong

123

44.4

44.4

85.9

hai long

28

10.1

10.1

96.0

rat hai long

11

4.0

4.0

100.0

Total

277

100.0

100.0

anh gia mc ki vong cua khach hang i vi san phm

Bng: Cc tiu ch k vng ca khch hng i vi sn phm(n v:%)

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CI TIN A DNG M RNG TNG

TNG
MU M SP
KNH PP
TNH C CNG
O V KHUYN MI
CAO CP
Rt
khng
cn thit

1.4

.4

1.1

.4

.4

Khng
thit

9.7

5.8

4.7

6.1

1.8

Bnh thng

28.2

17.0

33.2

24.9

17.7

Cn thit

47.7

50.9

43.0

43.7

30.0

Rt cn thit

13.0

26.0

18.1

24.9

50.2

Total

100.0

100.0

100.0

100.0

100.0

cn

60
50
40

rat khong can thiet

khong can thiet
binh thuong
can thiet
rat can thiet

30
20
10
0

cai tien mau

ma va cl

da dang sp mo rong kenh tang tinh doc tang cuong

ao
pp
khuyen mai

Qua bng thng k trn, nu cng ty c phn Kinh thc hin nhng thay i trong
tng lai i vi dong banh mn AFC th khch hng ky vng nht i vi tiu ch tng
cng cc chng trnh khuyn mi (50.2% khach hang cho la rt cn thit). iu nay
phu hp vi thc t khi cng ty khng co cac chng trinh khuyn mai hp dn cho san
phm AFC nh vi Cosy hay kem Merino. Ngoai ra, cac tiu chi khac cung c khach
hang anh gia la cn thit, iu o chng to ho ky vong kha cao vao san phm cua cng
ty.

anh gia hanh vi cua khach hang sau khi s dung san phm

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Mua li sn phm
MUA LAI SP

Frequency Percent

Valid
Percent

Cumulative
Percent

2.5

2.5

2.5

chua xac
dinh

59

21.3

21.3

23.8

Co

211

76.2

76.2

100.0

Total

277

100.0

100.0

Valid khong

Thng k mu iu tra cho thy: sau khi mua, s dung san phm AFC ty l khach hang se
mua lai san phm la cao (76.2%) nhng bn canh o ty l khach hang cha xac inh hanh
vi la 21.3% nn cn tim hiu c nguyn nhn cua hanh vi cha mua lp lai.

Gii thiu sn phm:

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NGHIN CU MARKETING

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GIOI THIEU SP
Frequenc
Valid
y
Percent Percent

Cumulative
Percent

30

10.8

10.8

10.8

chua xac
dinh

99

35.7

35.7

46.6

Co

148

53.4

53.4

100.0

Total

277

100.0

100.0

Valid khong

Trong s 277 ngi s dng th c ti 53.4% khch hng s gii thiu sn phm cho
ngi quen v bn b ca mnh, 35.7% cha xc nh v 10.8% khng gii thiu sn
phm cho ngi thn v bn b. Qua , cho bit lng khach hang cha xac inh c
se gii thiu v san phm hay khng con kha cao, cng tyccn nhn inh c nguyn
nhn co giai phap phu hp vi s truyn ming ong vai tro quan trong anh gia s hai
long cua khach hang.
i vi khach hang cha s dung san phm:

Nguyn nhn cha s dng sn phm:

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NGHIN CU MARKETING

GVHD: TS: ng Th Lin H

NGUYEN NHAN KHONG SD SP

Frequenc
Valid
y
Percent Percent

Cumulative
Percent

khong co nhu cau

12

52.2

54.5

54.5

sp khong cao cap

8.7

9.1

63.6

mau ma bao bi kem 1

thu hut

4.3

4.5

68.2

chua biet den sp AFC 6

26.1

27.3

95.5

Nguyen nhan khac

4.3

4.5

100.0

Total

22

95.7

100.0

Missin System
g

4.3

Total

23

100.0

Valid

Qua bng iu tra thng k cho thy a s nhng ngi cha s dng bnh AFC chu yu
la v h khng c nhu cu (chim 52,2%), tip n la do cha bit n san phm (chim

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NGHIN CU MARKETING

GVHD: TS: ng Th Lin H

26.1%) . Bn cnh vn tn tai nhng nguyn nhn khc nh do sn phm khng cao
cp, mu ma kem thu hut...

Nhu cu trong tng lai:

SU DUNG SP TRONG TUONG LAI

Frequency Percent
Valid

Valid
Percent

Cumulative
Percent

hoan toan khong chac 3

chan

13.0

13.6

13.6

chua biet

39.1

40.9

54.5

chac chan

17.4

18.2

72.7

hoan toan chac chan

26.1

27.3

100.0

Total

22

95.7

100.0

Missing System

4.3

Total

23

100.0

Vic iu tra v thi trng tim nng trong tng lai cng rt quan trng trong
chin lc pht trin ca cng ty. Qua thng k cho thy t l ngi c hoi cha bit
c s dng san phm trong tng lai hay khng chim t l cao nht (chim 39,1%), ty l

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NGHIN CU MARKETING

GVHD: TS: ng Th Lin H

chc chn va hoan toan chc chn kha cao (17.4 % va 26.1%), c 13.0% ngi c hoi
l hon ton khng chc chn. Qua o co th thy, cng ty co th hy vong vao vic m
rng thi trng trong tng lai, tuy nhin co mt vn kha quan trong la phai thay i
c y inh cua lng ngi tiu dung cha bit la se s dung san phm hay khng.

2. Kim nh gi thuyt
Gi thit 1: Kim nh gi thit v s nh hng ca gia tri dinh dng cao n s
hi lng ca khch hng
Ho: Gi tr dinh dng cao nh hng n s hi lng ca khch hng (3.8)
H1: Gi tr dinh dng cao khng nh hng n s hi lng ca khch hng (<3.8)
One-Sample Statistics
N
GIA TRI DINH DUONG CAO

Mean

278

Std. Deviation Std. Error Mean

3.73

.703

.042

One-Sample Test
Test Value = 3.8

t
GIA TRI DINH
DUONG CAO

-1.656

df
277

Sig. (2tailed)
.099

Mean
Difference
-.070

95% Confidence Interval

of the Difference
Lower
-.15

Upper
.01

Ti cc biu trn ta c th bit gi tr trung bnh v lch chun ca mu.

Vi t = -1,656 nn p-value(sig)=0.99>0.05 nn chng ta cha c c s bc b
gi thit H0 hay chp nhn Ho
Vy gi tr dinh dng c nh hng n s hi lng ca khch hng.
V Sig. > 0.05 nn ta chp nhn gi thit Ho.
Vy cht lng sn phm nh hng
Gi thit 2: Kim nh gi thit v s nh hng ca h thng phn phi rng khp
n s hi lng ca khch hng:

Ho: H thng phn phi rng khp nh hng n s hi lng ca khch hng (3.8)
H1: H thng phn phi rng khp khng nh hng n s hi lng ca khch hng
(<3.8)

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One-Sample Statistics

HE THONG PP RONG
KHAP

N
278

Std. Error
Std. Deviation Mean
.734
.044

Mean
3.74

One-Sample Test
Test Value = 3.8

t
HE
THONG
RONG KHAP

PP -1.340

df

Sig. (2tailed)

Mean
Difference

277

.181

-.059

95% Confidence Interval

of the Difference
Lower

Upper

-.15

.03

Vi p-value(sig)=0.181>0.05 th ta chp nhn gi thuyt Ho

Vy h thng phn phi rng khp c nh hng n mc hi lng ca khch hng
Gi thit 3: Kim nh s ph thuc ln nhau gia bin cht lng tt v quyt nh
mua li sn phm ca khch hng
Ho: hai bin cht lng tt v quyt nh chn mua sn phm c lp vi nhau trn tng
th
H1: hai bin cht lng tt v qut nh chn mua sn phm ph thuc vi nhau trn tng
th
CHAT LUONG TOT * MUA LAI SP Crosstabulation
Count
MUA LAI SP

CHAT LUONG
TOT

Total

LP: NCMKE_05

khong

chua xac
dinh

co

Total

rat khong hai

long

khong hai long

binh thuong

28

56

89

hai long

25

128

153

rat hai long

0
7

4
59

24
212

28
278

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Chi-Square Tests

Pearson Chi-Square

Value
49.944a

df
8

Asymp. Sig. (2sided)

.000

Li;kelihood Ratio
34.166
8
.000
Linear-by-Linear
18.094
1
.000
Association
N of Valid Cases
278
a. 9 cells (60.0%) have expected count less than 5. The minimum
expected count is .08.
Symmetric Measures

Nominal by Nominal Phi

Cramer's V
N of Valid Cases

Value
.424
.300
278

Approx. Sig.
.000
.000

Trong kim nh ny, ta thy gi tr chi bnh phng = 49.944 v p-value =

0.000<0.05 nn ta bc b gi thit Ho v chp nhn gi thuyt H1 tc hai bin ph thuc
nhau trn tng th.
H s Phi = 0,424 khng nh mi quan h gia hai bin ny kh cht ch
Gi thit 4: Kim nh s ph thuc ln nhau gia bin gi c hp l v quyt nh
mua li sn phm ca khch hng
Ho: Hai bin gi c hp l v quyt nh chn mua sn phm c lp vi nhau trn tng
th
H1: Hai bin gi c hp l v qut nh chn mua sn phm ph thuc vi nhau trn tng
th

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GIA CA HOP LI * MUA LAI SP Crosstabulation

Count
MUA LAI SP
chua xac
khong
dinh
GIA CA HOP rat khong hai
1
1
LI
long
khong hai long
1
9
binh thuong
4
25
hai long
1
22
rat hai long
0
2
Total
7
59

co
3

Total
5

26
112
59
12
212

36
141
82
14
278

Chi-Square Tests
Asymp. Sig. (2sided)
.236
.513
.381

Value
df
a
Pearson Chi-Square
10.425
8
Likelihood Ratio
7.225
8
Linear-by-Linear Association .768
1
N of Valid Cases
278
a. 8 cells (53.3%) have expected count less than 5. The minimum expected
count is .13.
Symmetric Measures
Nominal by Nominal

Phi
Cramer's V

N of Valid Cases

Value
.194
.137
278

Approx. Sig.
.236
.236

Trong kim nh ny, ta thy gi tr chi bnh phng = 10.425 v p-value =

0.236>0.05 nn ta cha c c s bc b gi thit Ho v chp nhn gi thuyt H 1 tc
gi thuyt H0 c chp nhn, hay hai bin ny khng c mi quan h ph thuc ln nhau
.

H s Phi = 0,194 khng nh mi quan h gia hai bin ny l rt yu.

Gi thuyt 5: Kim nh hai mu ph thuc

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NGHIN CU MARKETING

GVHD: TS: ng Th Lin H

H0: Khng c s khc bit trong mc k vng gia nhng thay i trong tng lai ca
sn phm trong tng th
H1: C s khc bit trong mc k gia nhng thay i trong tng lai ca sn phm
trong tng th
Ranks

CAI TIEN CL VA
MAU MA
DA DANG CAC LOAI
BANH
MO RONG PP
TANG TINH DOC
DAO VA CAO CAP
TANG CUONG
KHUYEN MAI

Mean
Rank
2.50
3.14
2.69
2.95
3.72

Test Statisticsa
N
278
Chi138.67
square
8
df
4
Asymp.
.000
Sig.
a. Friedman Test

Vi chi bnh phng = 138.678 v P_value =0.000 <0.05 nn ta bc b gi thuyt

H0 tc l chp nhn gi thit H1
Vy c s khc bit trong mc k vng ca khch hng gia nhng thay i
trong tng lai ca sp

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NGHIN CU MARKETING

GVHD: TS: ng Th Lin H

V. KT LUN
1. Hn ch ca nghin cu
Do nhng rng buc v thi gian, nhn lc, ti chnh v c bit l thiu kinh
nghim nn trong qu trnh tin hnh nghin cu d n ca nhm vng phi nhng
hn ch sau:
Hn ch trong vic iu tra bng bng cu hi. Vic chn mu ca nhm cha
i din c cho tng th, do thng tin thu thp c c phn khng chnh
xc so vi thc t.
Do hn ch v kin thc nn mc tiu nghin cu ra ban u ca nhm
khng r rng, thng tin thu thp khng y gy kh khn trong vic kim
nh gi thit.
Trc khi thit k bn cu hi, nhm cha tm hiu tht ky nhng ly thuyt v
SPSS, phn tch d liu, nn cha hnh thnh hp ly cc cu hi v loi thang
o, gy kh khn trong vic phn tch d liu, v bn cu hi cha thu thp trit
cc thng tin cn tm hiu.
Tuy nhin, trong qu trnh tin hnh thc hin bi tp nhm ny, ngay t u nhm
Stars nhn c s hng dn v gp tn tnh ca c giao ng Thi Lin Ha - ch
nhim b mn Nghin cu Marketing cng s tham gia nhit thnh ca cc bn p vin
thuc cc trng i hc, cao ng trn a bn thnh ph Nng.
Sau khi hon thnh giai on cui cng ca d n ny, tt c cc thnh vin nhm
Stars rt ra nhiu bi hc kinh nghim. Trc tin, l ky nng t chc nhm ; s dng
thi gian, ti chnh hiu qu; ky nng phng vn, kin thc v SPSS, vit bo co v c
bit l nm vng, hiu r cc ly thuyt nghin cu Marketing c hc lp.

2. Kt lun
1. Trc tin, ta c th kt lun chung nh sau: Mc hai long cua khach hang i vi

dong san phm banh mn AFC trn ia ban thanh ph a Nng la tng i cao va
c th hin qua hanh vi mua lai hay gii thiu san phm.

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NGHIN CU MARKETING

GVHD: TS: ng Th Lin H

Th nht, theo kt qu tr li ca cc p vin, ty l hai long i vi mi yu t

nh san phm, gia ca, knh phn phi, chng trinh truyn thng c ng la kha
cao
Th hai, i vi nhng ap vin tra li cha tng s dung san phm thi ty l se s
dung san phm trong tng lai nu co nhu cu kha
2. Cac yu t thuc v 4P u co anh hng quan trong n s hai long cua khach hang
theo mc khac nhau.
3. a s khach hang u ky vong cao vao s thay i cua san phm trong tng lai
chng to nhu cu cua ho con cha c ap ng mt cach ti u nht va ho kha quan
tm n san phm banh AFC cua cng ty. Vi vy y la c hi cho cng ty Banh keo
Kinh khai thac thm cac nhu cu mi.

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NGHIN CU MARKETING

VI.

GVHD: TS: ng Th Lin H

PH LC

BNG CU HI
NGHIN CU S HI LNG CA KHCH HNG I VI SN PHM
BANH AFC CA CNG TY C PHN KINH
Cho anh (ch), chng ti l Sinh vin Trng i hc Kinh t Nng. Chng ti
ang thc hin d n Nghin cu s hi lng ca ngi tiu dng trn a bn
Thnh ph Nng vi sn phm banh AFC ca cng ty C phn Kinh phuc
vu cho vic hoc tp. Xin anh (ch) vui lng dnh cht t thi gian quy bu tr li gip
chng ti mt s cu hi di y. Chng ti xin cam kt mi thng tin s ch nhm mc
ch hc tp. Xin chn thnh cm n!
Cu 1: Anh (ch) tng s dng sn phm banh mn AFC ca cng ty bnh ko
Kinh cha?

tng s dng

Cha tng s dng

Nu anh (ch) tr li a tng s dng bnh mn AFC xin vui lng tra li Phn
I
Nu anh (ch) tr li Cha tng s dng bnh mn AFC xin vui lng tra li
Phn II
Phn I:
Cu 2: Anh (ch) bit n san phm banh mn AFC qua ngun thng tin no ?(co th
chon nhiu phng an)
o
Truyn thanh, truyn hnh, Internet
o

Bo, tp ch

Ngi thn, bn b

Hi ch, trin lm

Nhn vin bn hng, tip th

Khc : (xin vui lng ghi r) ...........................................

Cu 3: Anh (ch) thng mua banh mn AFC u nht ?(Chn mt phng n)

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NGHIN CU MARKETING

GVHD: TS: ng Th Lin H

Ca hng tap hoa

Ch

Siu th

Cc im ban, chui ca hang Kinh Bakery

Khc : (xin vui lng ghi r)............................................

Cu 4 : Anh (chi) c thng xuyn s dng banh mn AFC khng ?

Hng ngay

Hang tun

Hng thng

Hng nm

Vo dp l, tt

Cu 5 : Xin vui lng cho bit mc anh gia ca anh (ch) i vi mi tiu chi khi
chon mua va s dng banh AFC.
Tiu ch

Rt khng
hi lng

+ Sn phm
Cht lng tt

Gia tri dinh dng cao (giau

canxi, vitamin D va cht x)

Bao bi c thit k ep mt

Banh phu hp cho moi la

tui va xu hng tiu dung

+ Gi c
Gi c hp ly

+ Phn phi sn phm

H thng phn phi san

phm rng khp

Sn phm lun sn co tai

nhiu ia im ban
+ Chng trnh tip thi, truyn thng
Chng trnh qung co thu

ht
Chng trnh khuyn mi

hp dn

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Khng hi
lng

Bnh
thng

Hi
lng

Rt hi
lng

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NGHIN CU MARKETING

GVHD: TS: ng Th Lin H

Cu 6: Anh (chi) ky vong gi nu cng ty c phn Kinh tip tuc thc hin nhng
thay i trong tng lai i vi dong banh mn AFC ap ng tt hn nhu cu cua
anh (chi)? Xin vui lng cho bit mc anh gia ca anh (ch) i vi mi yu t.

Yu t

Rt
khng
cn
thit

Khng
cn
thit

Bnh
thng

Cn
thit

Rt
cn
thit

Cai tin hn na v cht lng va

mu ma
a dang hn cac loai banh AFC

Phn phi rng khp hn

Tng tinh c ao va cao cp cho

san phm
Tng cng khuyn mai

Cu 7: Nu ln sau c nhu cu th anh (chi) s mua li sn phm banh AFC?

Khng

Cha xc nh

Cu 8: Anh (chi) s gii thiu cho nhng ngi quen bit v sn phm banh
mnAFC?

Khng

Cha xc nh

Phn II:
Cu 9: Anh (ch) hy cho bit anh (ch) cha tng s dng sn phm banh mn AFC
v nhng nguyn nhn no?

Khng co nhu cu

San phm khng cao cp

Mu m, bao bi kem thu ht

Cha bit n sn phm banh AFC

Khc: C th l:..................................................................................
Cu 10: Trong tng lai nu c nhu cu anh (ch) s s dung sn phm banh mn
AFC?

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NGHIN CU MARKETING

Hon ton khng chc chn

Tng i khng chc chn

Cha bit

Tng i chc chn

Hon ton chc chn

GVHD: TS: ng Th Lin H

Xin vui lng cho bit mt s thng tin v anh (ch):

H v Tn:...........................................................................................................
Gii tnh:.............................................................................................................
Tui:.....................................................................................................................
Ngh nghip:.......................................................................................................
Chn thnh cm n Anh (Ch) v cc bn dnh thi gian tr li bng cu hi
ny. Chc Anh (Ch) v gia nh di do sc khe v thnh cng trong cuc
sng!

TI LIU THAM KHO

Website:

kinhdo.vn
google.com.vn

Gio trnh Nghin cu Marketing (Trng H kinh t Nng)

Sch, ti liu hng dn s dng SPSS
V mt s ti liu lin quan khc.

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