I HC KINH T QUC DN

BI TP TNH HUNG MN NGHIN CU MARKETING

TN TI:Nghin cu v s nh gi ca khch hng i vi sn phm
Dr.Thanh ca Tn Hip Pht.

NGUYN MNH

CQ501700

INH TRNG TNG

CQ503015

ON NHT DNG

CQ507440

NGUYN HNG LUN

CQ483710

H Ni thng 11 nm 2010

Mc Lc

I.GII THIU CUC NGHIN CU

1.L do chn ti
Tn Hip Pht khi u t mt c s sn xut bia vi thng hiu Bia Bn
Thnh chuyn phc v ngi c thu nhp trung bnh thp,ngy nay Tn Hip
Pht ang s hu hng lot sn phm a dng t nc tng lc Number One,tr
xanh Khng ,nc gii nhit,nc hoa qu p.
Vo Thi im cui nm 2008 m c th l ngy 22/12/2008,vo lc m
sc mua sm ca ngi dn c y ln cao nht th Dr.Thanh chnh thc tung
ra th trng Vit Nam.Tm bao ph ca Dr.Thanh bo trm ln ton b cc
knh truyn thng nh Truyn hnh,Radio,Bo ch,Internet...nhng chin dch
qung co sng to ny gy ra s t m v mt sn phm c th cha c
bnh "nng trong ngi".Ngay n by gi tn sut qung co ca Tn Hip
Pht vn khin cho nhiu ngi tiu dng, cc doanh nghip ni ngoi vn phi
chong ngp v doanh nghip ny "rt chu chi".Bng chng l nm 2008 h l
mt trong 5 cng ty c chi ph qung co ln nht Vit Nam,khng u l
khng c qung co ca Dr.Thanh hin din.
Nu hi bt k mt ngi dn no ti TP.HCM v khu vc ln cn xem h
tng ung,nghe n,tng bit tr tho mc Dr.Thanh cha th chc chn cu
tr li hu nh l "C".Vy Dr.Thanh ca Tn Hip Pht li nhng n
tng g trong tm tr khch hng v cht lng,v truyn thng,v sn phm
c gii thiu l c ngun gc t 9 loi tho mc cung nh.
Tn Hip Pht sau khi tung sn phm tr gii nhit Dr.Thanh ra th trng
v by gi mun kho st xem nh gi ca khch hng v cc chin thut
marketing cho sn phm?Cc chin thut bao gm s khc bit v cht
lng ca Dr.Thanh so vi cc sn phm cnh tranh,hiu qu ca hot ng
truyn thng v knh phn phi Dr.Thanh.
Chnh v nhng l do trn,chng ti quyt nh nghin cu s nh gi
ca khch hng v Dr.Thanh qua nm bt c quy m th trng v c
nhng chin lc ng n hn i mi sn phm ph hp vi nhu cu ca
khch hng.
2.Vn nghin cu v cu hi nghin cu
Vn nghin cu y l nh gi ca khch hng v tr gii nhit
Dr.Thanh ca Tn Hip Pht.
Vi vn nghin cu nh vy th cc cu hi nghin cu c t ra bao
gm:
Th nht l v truyn thng,khch hng c nhn bit nhn hiu Dr.Thanh
khng?Khch hng bit nhn hiu Dr.Thanh qua nhng ngun,phng tin

truyn thng no?Cm nhn khch hng v cc kha cnh ca qung co nh

ni dung qung co c hp dn khng?Thng ip m qung co gi gm c r
rng khng?
Th hai l sn phm Dr.Thanh,khch hng nhn bit nhn hiu Dr.Thanh
th c s dng sn phm khng?Mc thng xuyn s dng l nh th no?
Khch hng thng mua vi s lng th no?Mc gi ca sn phm theo nh
gi ca khch hng l nh th no?nh gi tng qut v sn phm ca khch
hng.
Th ba l knh phn phi? Khch hng thng mua Dr.Thanh u?Sn
phm c d dng tm mua hay khng?
3.Mc tiu nghin cu
i vi chng trnh qung co ca Dr.Thanh:Kh nng nhn bit thng
hiu ca khch hng,cm nhn ca khch hng v qung co.
i vi cht lng tr Dr.Thanh:nh gi ca khch hng v sn phm.
i vi h thng knh phn phi:Hiu qu ca cc knh phn phi.
4.i tng v phm vi nghin cu
i tng nghin cu l s nh gi ca khch hng v sn phm
Dr.Thanh.
Phm vi nghin cu l cc qun bao gm Hai B Trng,Hong Mai,Thanh
Xun.
II PHNG PHP NGHIN CU
1.Cc thng tin cn thu thp
a.Thng tin th cp
Thng tin th cp l ngun thng tin bao gm thng tin v doanh
nghip,v sn phm c thu thp t cc ngun c sn,cng nh cc bo co
kt qu nh k ca cng ty.
b.Thng tin s cp
Thng tin s cp s c thu thp bng cch xy dng bng cu hi
iu tra phng vn.Thng tin thu c qua iu tra phng vn s c x l
bng phn mm SPSS qua xy dng d liu thng tin s cp.
2.Cc phng php thu thp

i vi ngun thng tin th cp th phng php thu thp l tm trn mng

internet,cc bi bo,tp ch,kt qu kinh doanh ca cng ty.
i vi ngun thng tin s cp th phng php thu thp bng cch iu
tra phng vn trc tip c nhn thng qua vic yu cu p vin in vo mu
cu hi c sn c chun b. a ra c bng cu hi hon chnh v c
tnh logic cao,bc u chng ti s a ra 1 bn thit k th cho bn cu hi
ca mnh,sau s tin hnh kho st mu trn khong 15~20 p vin,t kt
qu thu c s kho st li tnh cht ch,logic,trnh t,cc ni dung ca cc
cu hi.Sau s bt u a ra bn cu hi c th tin hnh iu tra rng
ri.
3.Thit k mu
Da trn tng th cn nghin cu v iu kin thc t v ti chnh v nhn
lc nn d kin thu thp mu theo phng php thu thp tin li.
S lng yu cu l 200 n v tuy nhin do thnh vin Nguyn Hng
Lun trong nhm khng tip tc tham gia cng vic nn s lng thc t cn
lm l 150 n v.
Cuc nghin cu s tin hnh ti mt s qun ca H Ni.
Phng php thu thp thng tin: pht bng cu hi c thit k sn trc
tip n i tng cn nghin cu theo hnh thc phng vn trc din.
Nguyn nhn chn phng php thu thp thng tin trc tip v:
Mt l tit kim thi gian.
Hai l chi ph thp.
Ba l thng tin chnh xc, c th vi tng i tng nghin
cu.
Bn l thc hin v thu thp c nhiu thng tin cng
mt lc.
4.D kin bng hi
Bng cu hi s chia lm 3 phn chnh:

Phn 1:Cu hi tuyn.

Phn 2:Ni dung chnh bng cu hi.
Phn 3:Thng tin c nhn ca ngi tham gia kho st.
Ni dung tng phn:
Phn 1:S bao gm cc cu hi chc chn p vin iu kin
tham gia cuc iu tra v d nh l khch hng c nhn bit c nhn hiu
Dr.Thanh khng?Khch hng c s dng sn phm Dr.Thanh khng?
Phn 2:Cc cu hi lin quan n sn phm nh mc thng xuyn
mua?Gi sn phm?
Phn 3:Thng tin c nhn.
5.Qu trnh tin hnh
Thi gian thu thp l t :15/10/2010 n 7/10/2010.
Thnh vin trong nhm thc hin bao gm:
Nguyn Mnh : 50 bng hi
on Nht Dng:50 bng hi
inh Trng Tng:50 bng hi
Thu thp trn khu vc i hc kinh t quc dn v i hc xy dng
Kt qu
Thu thp c:136
S bng hi pht ra:150
6.Phng php x l d liu
S liu thu thp c t iu tra s c lm sch,m ha,nhp v x l
bng cch s dng phn mm SPSS.S liu c phn tch xc nh tn sut,lp
bng cho tm mi lin quan gia cc yu t qua lm c s phn tch v nh

gi chng trnh marketing ca Tn Hip Pht i vi sn phm Dr.Thanh ti

th trng min Bc.
III KT QU NGHIN CU
1.Thng tin th cp
Dr.Thanh s ni tip thnh cng ca Tn Hip Pht?
V mt s tht r rng l, Dr.Thanh vi tc truyn thng, ph ca
cc knh phn phi, cng nh doanh thu bn hng v vn ang gia tng vi
tc chng mt (trong vng 1 thng sau khi tung sn phm c ph trn
60%).V qu thc, nu nh gi Dr.Thanh l mt thnh cng tip theo ca tp
on Tn Hip Pht (THP) th cng khng c nhiu ngi bn ci. Nhn nh
ny xut pht t nhng l do sau y:
1. Mt s la chn agency k cng v c chn lc. THP u t ngay t
u vi 2 tn tui ln l: LBC ( ph trch strategy design) v O&M (ph trch
communications).
2. Concept a ra c gi tr ct li ca sn phm v ht sc r rng vi
ngi tiu dng : Nng trong ngi, ung tr Dr.Thanh.
3. Thi im tung sn phm hp l: thng 12, nhm n u trc tt v
thi im ma nng nng min Nam m c th l TP.HCM.
4. S k tha trong khu thit k bao b, chai nha PET, dy chuyn sn
xut v knh phn phi t cc sn phm khc ca THP m in hnh l tr xanh
0 .
5. Tip tc to ra c s khc bit so vi cc i th cnh tranh bng
cch lm ngi dn u trong vic khai ph th trng nc gii kht khng ga
c ngun gc t nhin.
6. Tp trung ngun lc bng cch ct gim ngn sch, dy chuyn ch bin
cc dng sn phm khc.
7. To ra c yu t viral, cng nh word of mouth v ngun gc, tn
sn phm.

2.Thng tin s cp
a.Nhn bit tr tho mc Dr.Thanh
S ngi c hi

Phn trm

128

94.1%

Khng

5.9%

Tng

136

100%
Biet toi nhan hieu
drthanh
co
khong

b.Khch hng bit Dr.Thanh qua cc ngun

Di y l thng k mc nhn bit trn cc phng tin thng tin ca
128 ngi nhn bit c nhn hiu Dr.Thanh:

Qung
co

internet

Bo/tp

Ti cc

Qua ngi

ch

im bn

thn bn b

trn tv
S ngi
nhn bit
Chim t l

126

33

21

42

25

98.4%

25.8%

16.4%

32.8%

19.5%

khc

Biu hnh ct biu th mc nhn bit nhn hiu Dr.Thanh ca khch

hng qua cc phng tin thng tin,truyn thng:
100%
80%
60%

khng

40%

20%
0%
tivi

internet bo tp im
ch
bn l

bn b

khc

c.nh gi qung co ca Dr.Thanh trn ti vi

Chng ti a ra mt vi kha cnh ca qung co nhn hiu Dr.Thanh
v tham kho kin ca khch hng v cc kha cnh da trn vic s dng
thang im t 1 n 10 chng ti a ra trong 1 l rt khng thch v 10 l
rt thch.C 126 khch hng c hi.
im 1-5

Chim
t l

im 6-8

Chim

im

Chim

t l

9,10

t l

Qung co c
nhc nn rt

75 ngi

58.6%

46 ngi

35.9%

5 ngi

5.5%

45 ngi

35.2%

66 ngi

51.5%

15 ngi

13.3%

hay
Qung co
Dr.Thanh

chiu vo
khung gi
hp l
Qung co
lun i
mi,c ni
dung vui
nhn

70 ngi

54.7%

49 ngi

38.3%

7 ngi

7%

37 ngi

28.9%

67 ngi

52.3%

22 ngi

18.8%

Qung co
cho ti bit r
cng dng
ca sn phm
Qung co
cho ti bit
v thnh

56 ngi

43.8%

phn ca sn

55
ngi

43%

15 ngi

13.2%

phm

d.S dng sn phm Dr.Thanh

Chng ti hi nhng ngi nhn bit c nhn hiu Dr.Thanh v tnh
hnh s dng sn phm hin ti ca h.C 128 ngi v di y l kt qu thu
thp c.
S ngi
ang s dng

Phn trm (%)

46

34.6

khng s dng na

51

37.5

Cha tng s dng

31

22.1

s dng v thi

ang s dng
s dng v thi
khng s dng na
cha tng s dng

i vi 51 khch hng tng s dng sn phm v thi khng s dng sn

phm na,chng ti tin hnh iu tra tm nguyn nhn ti sao v di
y l kt qu thu c.
Mi v

Chai qu

khng thch

to hoc

hp

qu b

42(79.2%)

0(0%)

Gi t so
vi sn

t ca hang

phm tng

bn l

khc

Lng
ngi
ng vi

19(35.8%)

1(1.9%)

0(0%)

mi l
do(t l)

e.Mc thng xuyn mua ca khch hng

C 46 ngi c hi l ang s dng sn phm Dr.Thanh,chng ti tip
tc iu tra bit mc thng xuyn mua sn phm ca khch hng.Di
y l kt qu thu c.

Hn 5 ln/tun

Khong 2-3 ln/

1 ln /tun hoc

tun

t hn

S ngi

11

30

T l

10.9%

23.9%

65.2%

f.Mc ch mua sn phm Dr.Thanh ca khch hng

Di y l kt qu thu c khi hi v mc ch mua ca 46 khch hng

ang s dng sn phm Dr.Thanh.

Mnh ti s dng

Cho gia nh bn b

30(65.2%)

23(50%)

Lng ngi ng vi
mc ch nu ra(T l)

g.S lng sn phm thng mua ca khch hng

2 chai tr ln
Mt chai

nhung khng phi

Mua c thng

c thng
S ngi(t l)

37(80.4%)

8(17.4%)

1(2.2%)

h.Gi tin m khch hng phi tr khi mua sn phm

S tin phi tr

S ngi(t l)

7000

9 (19.6%)

8000

37(12.5%)

9000

1(2.2%)

10000

15(32.6%)

11000

1(2.2%)

12000

3(6.5%)

j.nh gi ca khch hng v mc gi sn phm Dr.Thanh

S ngi

T l

22

47.8%

Bnh thng

24

52.2%

0%

k.S hi lng ca khch hng v dung tch s dng

S ngi(T l)

hi lng

Cha hi lng

40(87%)

6(13%)

Trong 7 ngi cha thy thch hp th c 2 ngi cho l dung tch t 300400ml l thch hp cn 4 ngi cho l t 700-800ml l thch hp.
l.a im mua Dr.Thanh ca khch hng

Chng ti hi 46 ngi ang s dng Dr.Thanh v a im thng mua

sn phm.
S ngi c mua sn
phm ti a im c

T l

hi
Ca hng bn l

29

63%

Cng teen

25

54.3%

Qun nc va h

17.4%

i l

17.4%

Siu th

19.6%

khc

0%

m.nh gi tng qut ca khch hng v sn phm Dr.Thanh

Chng ti thm d v nh gi ca khch hng i vi sn phm Dr.Thanh

da trn thang im t 1 n 10 trong 1 l khng th chp nhn c,10 l
tuyt vi.

im t
1-5

T l

im t
6-8

T l

im
9,10

T l

V cht
lng ca

10 ngi

21.7%

31 ngi

67.5%

5 ngi

10.8%

13 ngi

28.3%

23 ngi

50%

13 ngi

21.7%

5 ngi

10.9%

31 ngi

67.4%

10 ngi

21.7%

16 ngi

34.8%

26 ngi

56.5%

4 ngi

8.6%

sn phm
V qung
co ca sn
phm
V s thun
tin khi mua
sn phm
V gi tin
phi tr cho
mt sn

phm
nh gi

11 ngi

tng qut

23.9%

30 ngi

65.2%

5 ngi

10.9%

n.Mi lin h gia yu t gii tnh v mc dung tch s dng

s dng va phi cha

Gii tnh

Tng

Nam

Ri

15

25

40

Cha

Tng

21

25

46

o.Mi lin h gia yu t gii tnh v mc thng xuyn mua sn phm

Mc thng xuyn mua sn phm

Gii

1 ln 1 tun hoc t

Tng

tnh

Hn 5 ln 1 tun

2-3 ln 1 tun

Nam

12

21

18

25

Tng

11

30

46

hn

IV KT LUN V KIN NGH

1.Kt lun
Qua nhng thng tin thu thp c chng ti rt ra mt s kt lun sau
y.

Th nht v vn nhn din thng hiu,trong 136 i tng c

phng vn th c n 128 ngi nhn bit c nhn hiu Dr.Thanh chim t l
94.1% v phng tin truyn thng khin ngi ta bit n nhiu nht l
qung co trn T.V khi c n 126 ngi nhn bit c.Nh vy chng ti kt
lun i vi hot ng truyn thng ca sn phm Dr.Thanh,Tn Hip Pht
s dng cng c qung co v rt thnh cng khi xy dng mt hnh nh
thng hiu r nt trong tm tr ngi tiu dng.
Th hai l v nh gi ca khch hng i vi qung co ca sn phm
Dr.Thanh.Trong 128 p vin c hi th i vi phn nhc nn qung co th
c n 75 ngi cho rng n mc im di 5 chim 58.6%,c 35 ngi
chim 35.9% cho mc im kh t 6 n 8 v ch c 5 ngi chim 5.5% cho
mt mc im n tng.i vi khung gi qung co th tng t c 45,66,15
ngi tng ng vi 35.2%,51.5%,13.3%,i vi kha cnh qung co c ni
dung vui nhn th c 37,67,22 tng ng 54.7%,38.3%,7%,i vi kha cnh
qung co gip hiu r cng dng sn phm th c 37,67,22 tng ng vi
28.9%,52.3%,18.8%,i vi kha cnh qung co gip ti hiu r thnh phn
sn phm th c 56,55,15 tng ng 43.8%,43%,13.2% nh gi vi mc im
nh trn.Chng ti kt lun c rng khch hng thc s n tng v nh gi
tt thng ip ca qung co v sn phm tuy nhin khch hng khng nh gi
cao phn ni dung ca qung co.
Th ba v vn s dng khch hng,chng ti nhn thy trong 128
ngi ch c 46 ngi(34.6%) l ang s dng sn phm Dr.Thanh c 51
ngi(37.5%) tng s dng v khng s dng na cn 31 ngi l cha tng
s dng.Nguyn nhn khch hng a ra khi khng s dng sn phm na th
ch yu l do mi v khng thch hp v c n 42 ngi la chn l do ny.
Th t mc gi phi tr cho sn phm,chng ti nhn thy c n 22
ngi chim t l 47.8% ngi s dng cho rng mc gi l t v c th n
l mt phn nguyn nhn khin cho c n 30 khch hng trong tng s 46
ngi s dng mua vi mc 1 ln 1 tun hoc t hn.
Th nm v dung tch s dng sn phm th c n 40 ngi chim 87%
s ngi ang s dng sn phm cho rng hi lng.

Th su v mi lin h gia gii tnh v mc dung tch s dng,a s

khch hng hi lng vi mc s dng tuy nhin chng ti nhn thy mt
phn nh nam gii 6 ngi chim 28.6% tng s nam gii cn mt mc dung
tch s dng nhiu hn.V mi lin h gia gii tnh v mc thng xuyn
s dng sn phm th chng ti nhn thy khng c s khc nhau nhiu.
Th by,v cht lng sn phm c 31 ngi chim 67.5% s ngi ang
s dng nh gi tt khi cho mc im 6 n 8.V s thun tin khi mua sn
phm c 31 ngi chim 67.5% s ngi ang s dng cho mc im 6-8
chng t h thng phn phi ca sn phm l tng i tt.
2.Kin ngh
i vi vn th nht ,chng ti nhn thy cn tip tc s dng qung
co lm cng c truyn thng tuy nhin cng nn ch mt cng c rt hiu
qu l Internet v tc lan truyn ca n khi hin ti ch c 33 ngi nhn bit
nhn hiu Dr.Thanh qua n.
i vi vn th hai,chng ti nhn thy cn phi xem xt li v sa i
ni dung qung co cho ph hp vi th trng min Bc khi m vn ha vng
min l khc nhau cn thng ip qung co v sn phm th cn tip tc pht
huy.
i vi vn th ba,phn ln ngi tiu dng cm thy mi v sn phm
khng c ph hp,chng ti xut nn a dng chng loi ngi tiu
dng c nhiu la chn hn.
i vi vn th nm v th su,mc dung tch s dng nh vy a
phn l hp l,chng ti vn s tip tc gi nguyn.
i vi vn th by,chng ti nhn thy cn nng cao cht lng hn
na i vi khch hng ang s dng sn phm ngoi ra vi nn tng h thng
phn phi tt hin ti,chng ti thy cn m rng h thng knh phn phi hn
na lm hi lng ngi tiu dng.
V KT LUN CHUNG V GII HN NGHIN CU
1.Kt lun chung

Nhn chung sn phm Dr.Thanh cha c thnh cng lm trn th trng

min Bc do khu v ca ngi min Bc khc v cng do mt phn qung co
ca Dr.Thanh tuy c th lm ngi ta bit n nhiu nhng cm tnh dnh cho
n th khng nhiu.Chnh v vy n cn thay i c th pht trin hn na
th trng min Bc.
2.Gii hn cuc 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 chng ti vng phi nhng hn ch sau:
V vic tm kim thng tin trong sch v, trn Internet, bo
chLc mi nghin cu nhm khng tm hiu k cng v th
trng nc gii kht H Ni
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.
Tuy vy, trong qu trnh thc hin nhm nhn c s
hng dn nhit tnh ca thy.V ng thi c s gip nhit
tnh ca cc p vin gip chng ti hon thnh bng cu hi.
Sau khi hon thnh bi bo co nhm chng ti hc hi
c nhiu kinh nghim v rt ra c nhiu bi hc qu bu
sau ny ng dng vo thc t.
VI.PH LC
1.Bng cu hi dng trong cuc nghin cu

First Survey Dr.Thanh

Xin cho bn!
Chng ti l sinh vin khoa marketing trng H Kinh t quc dn.Hin ti,chng ti
ang tin hnh mt cuc kho st nh v nc gii kht,mong bn c th b ra cht t thi
gian gip chng ti hon thnh bi phng vn nh ny.Bi phng vn ca cc bn s
gip chng ti rt nhiu trong qu trnh nghin cu v mi thng tin cc bn cung cp s
ch phc v cho mc ch nghin cu v tuyt i khng tit l ra ngoi.Xin cm n!

I.Nhn bit nhn hiu:

Q1 Bn c bit ti nhn hiu tr tho mc

Dr.Thanh khng?
Q2 Bn bit n nhn hiu Dr.Thanh thng qua
nhng hnh thc no?

n Q2

Khng

KT

Qung co trn T.V

Internet

1
2

n Q3

Bo/tp ch

Ti cc a im bn

Qua ngi thn/bn

b
Khc

n Q4

Q3 Nh n qung co ca nhn hiu Dr.Thanh,bn vui lng nh gi mt s cm nhn v

qung co da trn thang im t 1 n 10,trong
1
10
Rt khng thch
Rt
thch
Qung co c nhc nn rt hay
/10
Qung co Dr.Thanh chiu vo khung gi hp l
/10
Qung co lun i mi,c ni dung vui nhn
/10
n
Qung co s dng ging ca nhiu vng min
/10
Q4a
Qung co cho ti bit r cng dng ca sn phm
/10
Qung co cho ti bit v thnh phn ca sn phm
/10

II.S dng nhn hiu:

Q4a

Q4b

Bn tng bao gi s dng

nhn hiu Dr.Thanh cha?

L do g trong nhng l do sau

khin bn thi s dng sn phm
Dr.Thanh ( chn nhng l do bn
cho l ng nht)

ang s dng

n Q5a

s dng,v thi
khng dng na
Cha tng s
dng

n Q4b

KT

Mi,v ca n
khng thch hp
vi ti
Chai qu to,hoc
qu b khng thch
hp cho ti s
dng
Gi t so vi cc
sn phm tng t
t ca hng bn l

3
4

Khc(ghi r)

( Nh li qu trnh s dng sn phm Dr.Thanh t trc n gi-Bn hy vui lng tr li mt s

cu hi sau)
Q5a
Bn c thng xuyn mua
Hn 5ln/tun
1
v s dng Dr.Thanh
n Q6
Khong 2-3 ln/tun
2
khng?

Q5b

L do v sao bn ch mua 1
ln/tun hoc t hn

1 ln/tun hoc t hn

Ti t khi s dng nc
gii kht

Do s dng cc sn
phm khc

Khc(Ghi r)
Q6

Bn mua Dr.Thanh cho ai?

Mnh ti s dng
Cho gia nh v bn b

Q7

Bn thng mua vi s
lng bao nhiu cho mi
ln?

Mt chai
Mua t 2 chai tr ln
nhng khng phi l c
thng
Mua c thng

Q8

Q9

Q10
a

Tnh trung bnh th bn phi

tr bao nhiu tin cho mt
chai Dr.Thanh
Theo nh gi ca bn
thn,bn ngh rng mc gi
l
Bn cm thy vi 2 loi chai
350ml v 500ml thch
hp cho bn s dng cha?

n Q5b

n Q6

3
1

n Q7

2
1

n Q8

n Q9

VN
t

Bnh thng

Ri

n Q11

Cha

n Q10b

n Q10a

Q10
b

Theo bn th mt chai
Dr.Thanh c dung tch bao
nhiu s va vi nhu cu
s dng 1 ln ca bn
ml

Q11

Bn thng mua Dr.Thanh

u?

n Q11

Ca hng bn l

Cng-teen

Qun nc va h

i l

Siu Th

Khc(ghi r):
n Q12

III.nh gi tng qut

Trung Bnh
Khng th
chp nhn
1
2
3
4
5
6
7
8
9
10
Tuyt vi
c
Q11.Da trn thang im t 1 n 10 nh trn,bn hy vui lng nh gi mi c tnh ca sn
phm Dr.Thanh mt cch c lp
Cht lng ca sn phm tr Dr.Thanh

.../10

Qung co hin ti ca sn phm Dr.Thanh

.../10

S thun tin khi mua sn phm Dr.Thanh

.../10

Gi tin phi tr cho mt sn phm

.../10

Tng qut v sn phm Dr.Thanh

.../10

IV.Thng tin c nhn:

P1 Xin cho bit,trnh hc vn ca
anh/ch

P2 Xin anh/ch cho bit mc thu nhp

ca bn thn?

Sau i hc

i hc

Trung cp

Ph thng trung hc

Trung hc c s

Tiu hc

Trn 10 triu

T 7 n 10 triu

T 4 n 7 triu

T 2 n 4 triu

Di 2 triu

n P2

n P3

P3 Xin anh/ch cho bit

H tn.....Nm sinh..Gii
tnh............................
a ch.
...........................
S in thoi.
Ngh nghip.
Hin ang cng tc ..
..........................
H Ni ngythngnm 2010

2.Cc bng sau khi phn tch thng tin bng chng trnh SPSS

Valid

Frequency
3
121

sau dai hoc

dai hoc

Valid

Valid

Valid Percent
2.2
89.0

.7

.7

91.9

pho thong trung hoc

11

8.1

8.1

100.0

136

100.0

100.0

tren 10tr
tu 7 den 10tr

Frequency
2
5

Percent
1.5
3.7

Valid Percent
1.5
3.7

.7

.7

5.9

tu 2 den 4tr

19

14.0

14.0

19.9
100.0

duoi 2 tr

109

80.1

80.1

Total

136

100.0

100.0

nam
nu

Frequency
54
82

Percent
39.7
60.3

Valid Percent
39.7
60.3

Total

136

100.0

100.0

co
khong

Frequency
128
8

Percent
94.1
5.9

Valid Percent
94.1
5.9

136

100.0

100.0

Cumulative
Percent
39.7
100.0

Frequency
126
2

Percent
92.6
1.5

Valid Percent
98.4
1.6

128

94.1

100.0

5.9

Total

136

100.0

Valid

Frequency
33
95

Percent
24.3
69.9

Valid Percent
25.8
74.2

128

94.1

100.0

5.9

136

100.0

co
khong
Total

Missing

System

co
khong
Total

Missing
Total

Cumulative
Percent
1.5
5.1

tu 4 den 7tr

Total

Valid

Cumulative
Percent
2.2
91.2

trung cap cao dang

Total

Valid

Percent
2.2
89.0

System

Frequency

Percent

Valid Percent

Cumulative
Percent
94.1
100.0

Cumulative
Percent
98.4
100.0

Cumulative
Percent
25.8
100.0

Cumulative
Percent

Valid

co
khong

21
107

15.4
78.7

16.4
83.6

Total

128

94.1

100.0

5.9

Total

136

100.0

Valid

Frequency
42
86

Percent
30.9
63.2

Valid Percent
32.8
67.2

128

94.1

100.0

5.9

Total

136

100.0

Valid

Frequency
25
103

Percent
18.4
75.7

Valid Percent
19.5
80.5

128

94.1

100.0

5.9

Total

136

100.0

Valid

1
2

Frequency
22
11

Percent
16.2
8.1

Valid Percent
17.2
8.6

Cumulative
Percent
17.2
25.8

13

9.6

10.2

35.9

Missing

System

co
khong
Total

Missing

System

co
khong
Total

Missing

System

Cumulative
Percent
32.8
100.0

Cumulative
Percent
19.5
100.0

2.9

3.1

39.1

25

18.4

19.5

58.6

6.6

7.0

65.6

17

12.5

13.3

78.9

20

14.7

15.6

94.5

1.5

1.6

96.1

10

3.7

3.9

100.0

128

94.1

100.0

Total
Missing

16.4
100.0

System

5.9

Total

136

100.0

Valid

1
2

Frequency
4
5

Percent
2.9
3.7

Valid Percent
3.1
3.9

Cumulative
Percent
3.1
7.0

2.2

2.3

9.4

5.1

5.5

14.8

26

19.1

20.3

35.2

20

14.7

15.6

50.8

27

19.9

21.1

71.9

19

14.0

14.8

86.7

9
8

6.6
5.9

7.0
6.3

93.8
100.0

10

Total

128

94.1

5.9

Total

136

100.0

Valid

1
2

Frequency
9
14

Percent
6.6
10.3

Valid Percent
7.0
10.9

Cumulative
Percent
7.0
18.0

6.6

7.0

25.0

Missing

System

3.7

3.9

28.9

33

24.3

25.8

54.7

16

11.8

12.5

67.2

25

18.4

19.5

86.7

5.9

6.3

93.0

3.7

3.9

96.9

10

2.9

3.1

100.0

128

94.1

100.0

Total
Missing

100.0

System

5.9

Total

136

100.0

Valid

1
3

Frequency
2
3

Percent
1.5
2.2

Valid Percent
1.6
2.3

Cumulative
Percent
1.6
3.9

12

8.8

9.4

13.3

20

14.7

15.6

28.9

16

11.8

12.5

41.4

20

14.7

15.6

57.0

31

22.8

24.2

81.3

14

10.3

10.9

92.2

10

10

7.4

7.8

100.0

128

94.1

100.0

Total
Missing

System

5.9

Total

136

100.0

Valid

Frequency
3
6

Percent
2.2
4.4

Valid Percent
2.3
4.7

Cumulative
Percent
2.3
7.0

5.1

5.5

12.5

11

8.1

8.6

21.1

5]

29

21.3

22.7

43.8

23

16.9

18.0

61.7

20

14.7

15.6

77.3

12

8.8

9.4

86.7

11

8.1

8.6

95.3
100.0

1
2

10
Total
Missing

System

4.4

4.7

128

94.1

100.0

5.9

Total

Valid

136

dang su dung
da su dung va thoi
ko su dung nua
chua tung su dung
Total

Missing

System

Total

Valid

co
khong
Total

Missing

System

100.0

Frequency
47

Percent
34.6

Valid Percent
36.7

Cumulative
Percent
36.7

51

37.5

39.8

76.6
100.0

30

22.1

23.4

128

94.1

100.0

5.9

136

100.0

Frequency
42
11

Percent
30.9
8.1

Valid Percent
79.2
20.8

53

39.0

100.0

83

61.0

136

100.0

Frequency
53
83

Percent
39.0
61.0

Total

136

100.0

Valid

Frequency
19
34

Total
System

Total

Valid
Missing

Missing

Valid Percent
100.0

Cumulative
Percent
100.0

Percent
14.0
25.0

Valid Percent
35.8
64.2

Cumulative
Percent
35.8
100.0

53

39.0

100.0

83

61.0

136

100.0

Frequency

Percent

Valid Percent

co
khong

1
52

.7
38.2

1.9
98.1

Total

53

39.0

100.0

khong
System

co
khong

Total

Valid

Missing
Total

Cumulative
Percent
79.2
100.0

System

83

61.0

136

100.0

Cumulative
Percent
1.9
100.0

Valid
ko thich vi qua ngot

Frequency
134
1

Percent
98.5
.7

Valid Percent
98.5
.7

Cumulative
Percent
98.5
99.3

.7

.7

100.0

136

100.0

100.0

Thich dung san

pham khac
Total

Valid

Missing

Frequency
5
11

hon 5 lan 1 tuan

2-3 lan 1 tuan

22.1

65.2

46

33.8

100.0

System

co
khong

90

66.2

136

100.0

Frequency
30
16

Percent
22.1
11.8

Valid Percent
65.2
34.8

46

33.8

100.0

System

90

66.2

136

100.0

Valid

Frequency
23
23

Percent
16.9
16.9

Valid Percent
50.0
50.0

46

33.8

100.0

co
khong
Total
System

Total

Valid

90

66.2

136

100.0

mot chai
2 chai tro len nhung
chua phai ca thung
ca thung

Missing

Cumulative
Percent
65.2
100.0

Cumulative
Percent
50.0
100.0

Frequency
37

Percent
27.2

Valid Percent
80.4

Cumulative
Percent
80.4

5.9

17.4

97.8
100.0

.7

2.2

Total

46

33.8

100.0

System

90

66.2

136

100.0

Total

Valid

100.0

30

Total

Missing

Cumulative
Percent
10.9
34.8

Total

Total
Missing

Valid Percent
10.9
23.9

1 lan 1 tuan hoac it hon

Total

Valid

Percent
3.7
8.1

7000
8000

Frequency
9
17

Percent
6.6
12.5

Valid Percent
19.6
37.0

Cumulative
Percent
19.6
56.5

9000

.7

2.2

58.7

10000

15
1

11.0
.7

32.6
2.2

91.3
93.5

11000

Missing

12000

2.2

6.5

Total

46

33.8

100.0

System

Total

Valid

Missing

90

66.2

136

100.0

Frequency
22
24

Percent
16.2
17.6

Valid Percent
47.8
52.2

Total

46

33.8

100.0

System

90

66.2

136

100.0

Dat
binh thuong

Total

Valid

Missing

roi
chua

Frequency
40
6

Percent
29.4
4.4

Valid Percent
87.0
13.0

Total

46

33.8

100.0

System

90

66.2

136

100.0

Total

Valid

300-400
700-800
Total

Missing

System

Total

Frequency
2
4

Percent
1.5
2.9

Valid Percent
33.3
66.7
100.0

4.4

130

95.6

136

100.0

Frequency
29
17

Percent
21.3
12.5

Valid Percent
63.0
37.0

Total

46

33.8

100.0

System

90

66.2

Total

136

100.0

Valid

Frequency
25
21

Percent
18.4
15.4

Valid Percent
54.3
45.7

Total

46

33.8

100.0

System

90

66.2

Valid

Missing

Missing

100.0

co
khong

co
khong

Cumulative
Percent
47.8
100.0

Cumulative
Percent
87.0
100.0

Cumulative
Percent
33.3
100.0

Cumulative
Percent
63.0
100.0

Cumulative
Percent
54.3
100.0

Total

136

100.0

Valid

Frequency
8
38

Percent
5.9
27.9

Valid Percent
17.4
82.6

46

33.8

100.0

co
khong
Total

Missing

System

90

66.2

Total

136

100.0

Valid

Frequency
8
38

Percent
5.9
27.9

Valid Percent
17.4
82.6

46

33.8

100.0

co
khong
Total

Missing

System

90

66.2

Total

136

100.0

Valid

Frequency
9
37

Percent
6.6
27.2

Valid Percent
19.6
80.4

46

33.8

100.0

co
khong
Total

Missing

System

Cumulative
Percent
17.4
100.0

Cumulative
Percent
17.4
100.0

Cumulative
Percent
19.6
100.0

90

66.2

Total

136

100.0

Valid

2
4

Frequency
3
2

Percent
2.2
1.5

Valid Percent
6.5
4.3

Cumulative
Percent
6.5
10.9

3.7

10.9

21.7

3.7

10.9

32.6

13

9.6

28.3

60.9

13

9.6

28.3

89.1

1.5

4.3

93.5
100.0

10
Missing

2.2

6.5

Total

46

33.8

100.0

System

90

66.2

Total

136

100.0

Valid

Frequency
3
2

Percent
2.2
1.5

2
4

Valid Percent
6.5
4.3

Cumulative
Percent
6.5
10.9

Missing

3.7

10.9

21.7

3.7

10.9

32.6

13

9.6

28.3

60.9

13

9.6

28.3

89.1

1.5

4.3

93.5

10

2.2

6.5

100.0

Total

46

33.8

100.0

System

90

66.2

136

100.0

Total

Output Created
Comments
Input

19-NOV-2010 00:15:55
Data

E:\Duong\1.sav

Filter

<none>

Weight

<none>

Split File

<none>

N of Rows in Working
Data File
Missing Value
Handling

Definition of Missing

User-defined missing values are

treated as missing.

Cases Used

Statistics are based on all cases with

valid data.
FREQUENCIES
VARIABLES=Q12c
/ORDER= ANALYSIS .

Syntax

Resources

136

Elapsed Time

0:00:00.00

Total Values Allowed

149796

Output Created
Comments
Input

19-NOV-2010 00:16:13
Data

E:\Duong\1.sav

Filter

<none>

Weight

<none>

Split File

<none>

N of Rows in Working
Data File
Missing Value
Handling

Definition of Missing

User-defined missing values are

treated as missing.

Cases Used

Statistics are based on all cases with

valid data.
FREQUENCIES
VARIABLES=Q12d
/ORDER= ANALYSIS .

Syntax

Resources

136

Elapsed Time

0:00:00.02

Total Values Allowed

Frequency

Percent

149796

Valid Percent

Cumulative
Percent

Valid

Missing

2
3

1
2

.7
1.5

6
7

2.2
4.3

2.2
6.5

2.2

6.5

13.0

3.7

10.9

23.9

11

8.1

23.9

47.8

5.9

17.4

65.2

11

8.1

23.9

89.1

2.9

8.7

97.8

10

.7

2.2

100.0

Total

46

33.8

100.0

System

90

66.2

136

100.0

Total

3,Bng danh sch p vin tham gia cuc kho st:

1. Vu Kim Dung
2. Nguyen Thuy
Linh
3. Nguyen Phuong
Chi
4. Thai Minh Bac
5. Nguyen Huu Du
6. Trinh Thu
Huong
7. Pham Van Tuan
8. Kim Van Quan
9. Dinh Van Quan

1989

988479689 nu

1990

936473850 nu

1990
1992
1988

988479679 nu
1667639455 nam
1688103978 nam

1983
1988
1989
1987

1674408767
979470987
979045408
989421743

nu
nam
nam
nam

10.Doan Thu Nga

11.Pham Thi Hoa
12.Do Xuan Luat
13.Trinh Thu Hang
14.Trinh Thu
Huong
15.Doan Nhat Long
16.Vu Thi Anh
Tuyet
17.Pham Thanh
Cong
18.Vu Van Khang
19.Dao Tuan Anh
20.Nguyen Khanh
Huyen
21.Nguyen Thi Thu
Trang
22.Nguyen Thi Hoa
23.Nguyen Thi Mai
24.Pham Thi
Duyen
25.Nguyen Thi Anh
Tuyet
26.Phung Thi Hau
27.Hoang Thai
Ngan

1985
1990
1990
1978

943121745
946751555
944905468
922772930

nu
nu
nam
nu

1983
1992

1674408777 nu
1684704966 nam

1990

988479669 nu

1990
1990
1987

973551761 nam
1689955863 nam
985421742 nam

1990

944363559 nu

1990
1989
1989

1689954139 nu
974635518 nu
954423450 nu

1990

1689907310 nu

1990
1990

979029131 nu
1689951039 nu

1990

1689964553 nu

28.Vu Thanh Ngoc

29.Hoang Thi
Luyen
30.Vu Van Anh
31.Pham Thuy
Quynh
32.Nguyen Thi
Ngan
33.Nguyen Thi
Dieu Thuy
34.Nguyen Minh
Ngoc
35.Nguyen Thi
Vinh
36.Nguyen Thi Hoa
37.Nguyen Dac
Toan
38.Pham Thi Tham
39.Phan Thi Hoa
Binh
40.Van Thi Linh
41.Le Thi Vinh
42.Nguyen Thi Lan
Huong
43.Nguyen Thanh
Tung
44.Le Van Thuy
45.Le Tuan
46.Pham Van Hoa
47.Pham Van
Trong
48.Nguyen Thi Mi
49.Pham Viet Hung
50.Le Hong Duong
51.Bui Thi Kim
Dung
52.Le thi thu thuy
53.Trang Quang
khai
54.nguyen hai
duong
55.nguyen hong
tien
56.tran viet quang
dai
57.le van toi
58.nguyen thi thu
trang
59.nhu thi dung
60.le thi hang
61.hoang hai yen
62.nguyen thi dieu
thuan
63.ngo van toan

1990

979566762 nu

1990
1990

979281943 nu
973951807 nu

1989

98357210 nu

1990

973446423 nu

1990

904825905 nu

1990

1689923845 nam

1989
1990

1689924027 nu
973342856 nu

1991
1989

1678267751 nam
1674659322 nu

1990
1989
1990

1689929274 nu
989654321 nu
973431646 nu

1991

1649651385 nu

1991
1989
1989
1988

1683434534
974246381
1693577717
1238633220

nam
nam
nam
nam

1990
1990
1990
1991

977315985
978776668
973045670
1684681280

nam
nu
nam
nam

1990
1990

1689962801 nu
916889606 nu

1985

984765198 nu

1991

947136121 nam

1991

1699564446 nam

1990
1990

989496333 nam
945470774 nam

1992
1992
1992
1992

1667213885
169976925
1652298207
1653478078

nu
nu
nu
nu

1992
1991

985358770 nu
1674651853 nam

64.nguyen thu
trang
65.tran bich van
66.vu duy thanh
67.ngo anh son
68.mai khanh hoa
69.nguyen duy
thanh
70.nguyen thi
thanh
71.nguyen ngoc
huyen
72.hoang thai son
73.bui hai van
74.nguyen duc
toan trung
75.pham thu mai
76.vu thi tuyen
77.nguyen ngoc
han
78.vu thi phuong
anh
79.bui hung thang
80.vu ha tinh
81.vu kim ngan
82.tran trung duc
83.nguyen tien
nghia
84.tran duc dung
85.tran thi thanh
van
86.nguyen hoang
anh
87.nguyen anh
nhat
88.do thi dung
89.nguyen huy ha
90.le mai lan
91.do van manh
92.le thi phuong
thao
93.truong manh
trung
94.le duc thong
95.nguyen thi mai
anh
96.nguyen thi anh
hong
97.nguyen hoang
duong
98.tran thi thanh
nhan
99.le thi huong

1990
1990
1990
1990
1989
1992

1689922028
974448179
1234838686
984506069
983576622

nu
nu
nam
nam
nu

988479656 nam

1992

1675176133 nu

1990
1990
1990

438730629 nu
989981950 nam
1696221631 nu

1990
1991
1990

912927024 nam
977572739 nu
936453873 nu

1990

1689920065 nam

1990
1989
1989
1992
1988

914818879
934557589
972161000
989141740
989421740

nu
nam
nam
nu
nam

1990

1696881734 nam

1970

912313229 nam

1989

977813721 nu

1992

1669203175 nu

1989
1991
1991
1992
1991

974141826
1678757475
1656291907
1692799835
1656093770

1992

1222379259 nu

1990
1990

1689993312 nam
1235338618 nam

1990

1688978456 nu

1990

nam
nu
nam
nu
nam

988358136 nam

1990

1663669143 nu

1989
1990

1689489082 nu
988143354 nu

trang
100.
vu thi
hong ha
101.
bui thuy
102.
ngo thuy
linh
103.
tran thi
mui
104.
nguyen
thi ngoc
105.
nguyen
thi ha
106.
nguyen
thi ngoc bich
107.
ngoc anh
108.
thuy
duong
109.
nguyen
thi kim dung
110.
pham
thao
111.
nguyen
van toan
112.
duong
thi huyen
phuong
113.
phan thi
hong
114.
pham
hoa
115.
ha quang
hong
116.
pham thi
lua
117.
nguyen
tien ha
118.
nguyen
thi phuong thao
119.
vu van
hoan
120.
cao ngoc
thoa
121.
vu thi lan
anh
122.
hoa
phuong kim
123.
nguyen
mai phuong
124.
nguyen
viet tuan
125.
nguyen
duc nhuan
126.
le phuc
ha
127.
trinh
manh ha

1989
1990

947849865 nu
979341210 nu

1990

906120490 nu

1990

973752639 nu

1990

963301774 nu

1990

973525709 nu

1990
1990

934345145 nu
438571532 nu

1990

438697841 nu

1992

1272765633 nu

1992

936898581 nu

1988

988421463 nam

1992

1688789423 nu

1990

1688123464 nu

1989

946751554 nu

1988

1656121502 nam

1992

1646121421 nu

1991

1299179688 nam

1992

1649778795 nu

1991

1697230980 nam

1991

1699181760 nam

1992

1698458258 nu

1992

1653991269 nu

1993

1635908056 nu

1990

1688103977 nam

1990

934552220 nam

1990

986484293 nam

1989

949555424 nam

128.
le thi nhi
129.
nguyen
thi thu nga
130.
dao thi
huong
131.
nguyen
dang thien
132.
nguyen
thi phuong
133.
lam tuan
anh
134.
luong
duc thinh
135.
le minh
duc
136.
ha thi
van anh

1990

1689932673 nu

1990

1668910112 nu

1990

974654846 nu

1990

979023446 nam

1990

989791370 nu

1990

979020411 nam

1990

934455259 nam

1990

1689932673 nam

1990

1688103999 nu

VII,nh gi ca cc thnh vin v mc tham gia hot ng lm bi tp:

Ct dc l tn cc thnh vin
Ct ngang l im s ca cc thnh vin dnh cho nhng ngi cn li trong nhm.

Nguyn on
Mnh
Nguyn

Nht inh Trng Nguyn

Dng

Tng

Hng Lun

100%

100%

0%(

Mnh
on

tham gia)
Nht 100%

100%

Dng
inh
Tng

khng

0%(

khng

tham gia)
Trng 100%

100%

0%(

khng

tham gia)

Nguyn

Khng

Hng Lun

nh gi

c Khng
nh gi

c Khng
nh gi