Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang

Chng 1. TNG QUAN

1.1 C s hnh thnh ti Ngy nay, tnh hnh kinh t t nc ngy cng pht trin, i sng con ngi ngy cng c nng cao. V th nhu cu v n, mc, cng c nng ln.T , p ng nhu cu trn th nhiu ca hng, siu th ra i nh: siu th Coop Mart, siu th AAA, siu th VinatexMi siu th c nhng cch trng bi, dch v khc nhau nn ngi tiu dng ngy cng c nhiu s la chn cho mnh. S xut hin ca cc siu th lm cho ngi tiu dng mua sm thun tin hn nh: vo siu th h c th mua sm qun o, hng tiu dng, thc phm,Mi siu th c nhng dch v, gi c khc nhau v hnh vi mua sm i vi cc siu th cng khc nhau. i vi sinh vin, a phn c thu nhp thp v sng xa nh, cc hot ng sinh hot, mua sm u phi t lp nn vic chn cho mnh mt ni mua sm ng tin cy v ph hp vi iu kin kinh t ca mnh l khng d. Vic mua sm cc ch, ca hng nh lun lm cho sinh vin lo lng v gi c v cht lng. cc siu th, gi c, cht lng s c yn tm hn khi h mua sm . Vy thc t th ra sao, hnh vi mua sm ca sinh vin c nhng c im g? Cc yu t no nh hng n hnh vi mua sm v qu trnh ra quyt nh mua hng ca sinh vin nh th no? tr li cho nhng cu hi nn ti chn ti: Nghin cu hnh vi mua sm ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang. 1.2 Mc tiu nghin cu - M t hnh vi mua sm ca sinh vin khoa Kinh T-QTKD ca trng i Hc An Giang (HAG) i vi siu th Vinatex. - Tm hiu qu trnh ra quyt nh mua hng ca sinh vin ti siu th Vinatex. 1.3 Phm vi nghin cu - i tng nghin cu: sinh vin khoa Kinh T-QTKD tng mua sm ti siu th Vinatex. - Thi gian thc hin ti: t ngy 24/02/2010 n ngy 10/05/2010 - Khng gian: sinh vin kha 8 khoa Kinh T-QTKD ca trng HAG - Ni dung: tp trung nghin cu hnh vi mua sm ca sinh vin khoa KinhT-QTKD ca trng HAG i vi siu th Vinatex. 1.4 Phng php nghin cu - Ngun d liu: + S cp: Vic thu thp thng tin s cp thng qua phng vn bng bn cu hi. Phng vn sinh vin kha 8 khoa Kinh T-QTKD trng HAG. + Th cp: Thu thp thng tin trn bo, i, internet, v cc nghin cu c lin quan n ti. - Mu nghin cu:

SVTH: inh Minh Thnh 8QT

Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang + C mu: tc gi chn c mu l 75 bn sinh vin kha 8 khoa Kinh T QTKD trng i hc An Giang. + Phng php chn mu: Phng php chn mu c p dng l phng php chn mu thun tin s thun li cho vic chn p vin, tit kim c thi gian, d liu thu hi c nhanh chng. - Phng php phn tch: s liu sau khi thu thp c s c tng hp vi s h tr ca phn mm Excel. Sau , c phn tch bng phng php thng k m t. 1.5 ngha ca ti nghin cu Vic nghin cu ny s mang li nhiu hiu bit v lnh vc marketing cho bn thn v cch thc phn tch hnh vi mua sm. Bn cnh , kt qu nghin cu ny c th lm ti liu tham kho cho siu th Vinatex trong vic nghin cu hnh vi ca ngi tiu dng ni chung, sinh vin HAG ni ring v p ng nhu cu khch hng ngy mt tt hn.

SVTH: inh Minh Thnh 8QT

Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang

Chng 2. C S L THUYT1
2.1. Hnh vi tiu dng 2.1.1. nh ngha hnh vi tiu dng Hnh vi tiu dng l hnh ng ca mt ngi tin hnh mua v s dng sn phm cng nh dch v, bao gm c qu trnh tm l v x hi xy ra trc v sau khi xy ra hnh ng.

C Cc tc nhn marketingCc tc nhn khcSn phm Gi a im Khuyn miKinh t Cng ngh Chnh tr V Vn ha.

c im ca ngi muaQu trnh quyt nh ca ngi muaVn ha X hi C tnh Tm lNhn thc vn Tm kim thng tin nh gi Quyt nh

Quyt nh ca ngi mua m La chn sn phm La chn nhn hiu La chn a l nh thi gian mua nh s lng mua.

H H Hnh vi mua sm

Hnh2.1: M hnh hnh vi ca ngi mua trch theo Kotler, Philip 2.1.2. Qu trnh ra quyt nh ca ngi tiu dng Theo Philip Kotler th hnh vi tiu dng l mt qu trnh gm 5 bc: (1) nhn thc nhu cu; (2) tm kim thng tin; (3) nh gi cc phng n; (4) quyt nh mua; (5) hnh vi sau khi mua. Nhng thng thng qu trnh mua, ngi tiu dng b qua mt vi bc, tu theo mc quan trng v gi tr sn phm m ngi tiu dng s cn nhc hn trong qu trnh mua hng ca mnh.

Nhn thc nhu cu

Tm kim thng tin

nh gi cc phng n

Quyt nh mua

Hnh vi sau khi mua

Hnh 2.2: Qu trnh ra quyt nh mua hng M hnh ny gm 5 giai on chnh l: Nhn thc nhu cu(1), tm kim thng tin(2), nh gi cc phng n(3), quyt nh mua(4), v hnh vi sau mua(5).
1

Philip Kotler, 1999, Marketing cn bn, NXB Thng K

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Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang (1) Tin trnh mua khi u vi vic ngi mua nhn thc c mt nhu cu. Nhu cu c th c hiu/nhn ra nhanh bi cc kch tc bn trong v bn ngoi. Cc kch tc bn trong, th d nh i, kht s tc ng ln thc v tr thnh mt s thi thc. Do kinh nghim trc , ngi ta s tm cch gii quyt s thi thc ny, v s dn n mt i tng m ngi y bit s tha mn c s thi thc. Cc kch tc bn ngoi, th d nh mt chng trnh qung co v mt sn phm/nhn hiu no , s dn khch hng nhn bit mt nhu cu. (2) Mt ngi tiu th khi c nhu cu, th c th kim thm thng tin hoc khng tm kim thm thng tin. Cc ngun thng tin m ngi tiu dng hng n l: Ngun c nhn: gia nh, bn b, hng xm, ngi quen. Ngun thng mi: qung co, nhn vin bn hng, bao b, trng by. Ngun cng cng: cc phng tin truyn thng i chng, cc t chc v.v.. Ngun kinh nghim: tip xc, kho st, s dng sn phm.

(3) Do khch hng c nhng ngun thng tin khc nhau, v nhng suy ngh khc nhau dn n cm cc sn phm la mua. T cm la, khch hng s chn ra mt nhn hiu mua (4) Quyt nh mua ca khch hng c th chu nh hng ca ngi khc. Dng thc quyt nh mua c th phn lm 3 loi: Mua theo thi quen. Mua c l tr (suy ngh) Mua theo cm xc (a thch v.v..)

(5) Sau khi mua, nu khch hng hi lng th rt c th h s mua sn phm trong ln ti. Ngc li, khi khch hng bt mn, th h cng s c nhng thi khc nhau, h c th s khng lm g c, nhng cng c th kin nh sn xut.

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Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang 2.1.3. Cc nhn t nh hng n qu trnh ra quyt nh mua hng ca khch hng2

Cc nhn t x hi -Vn ho -Nhnh vn ho -Giai tng x hi -Nhm tham kho -Gia nh

Cc nhn t tm l -ng c -Nhn thc -Hiu bit -C tnh -Thi

Qu trnh ra quyt nh mua hng

Ngun thng tin -Thng mi -Trong x hi

Cc nhn t tnh hung -Khi no khch hng mua? -Ni no khch hng mua? -Ti sao khch hng mua?

Hnh 2.3: Qui trnh ra quyt nh mua ca ngi tiu dng v cc nhn t nh hng. Cc nhn t nh hng qui trnh ra quyt nh mua ca ngi tiu dng: 1. Cc ngun thng tin v quyt nh mua: Trc khi ra quyt nh mua, ngi tiu dng c th s dng ngun thng tin c bn sau: Ngun thng tin trong thng mi: qung co, ngi bn hng, hi tr trin lm, bao b, nhn hiu, thng hiu,Trong , ngun thng tin ph bin nht l qung co. Ngun thng tin x hi: gia nh, bn b, ngi quen, truyn ming,..Thng thng, th ngun thng tin chnh l do truyn ming.

2. Cc nhn t x hi: Vn ho Vn ho l mt h thng nhng gi tr truyn thng v chun mc o c tt p c c kt v truyn t th h ny sang th h khc. Vn ho l nguyn nhn c bn quyt nh n hnh vi tiu dng ca khch hng. Vn ho th hin gi tr, s
2

Ngun: Fundamentails of Marketing Ninth Edition William j. Stanton Michael j. Etzel bruce j. Walker

SVTH: inh Minh Thnh 8QT

Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang cm th, c tin, thi , hnh vi , th hiu,Nn vn ho khc nhau s dn n hnh vi tiu dng khc nhau. V d: nhng ngi c trnh d cao th thi ca h i vi mt sn phm hay dch v no s rt khc bit vi nhng ngi c trnh vn ho thp. Nhnh vn ho Nhnh vn ho th hin s ng nht c trng v, chng tc, tn gio, tn ngng, mu da, v tr a l,Cc thnh vin thuc mt nhm vn ho s c nhng nt tng ng ln v gia cc nhnh vn ho th c s khc bit nhau r rt. Mi nhnh vn ho s c cch thc la chn,mua sm v s dng hng ho khc nhau. iu ny s gip cc nh Marketing phn khc c th trng thnh nhiu phn khc, t p ng tt hn nhu cu ca tng nhnh vn ho. Giai tng x hi S phn tng trong x hi l iu tt yu khch quan, trong x hi c th chia thnh 3 tng lp x hi l: giu, bnh thng, ngho. C th chia theo thnh l: c kin thc, c hc vn, khng hc vn. Tm li l nhng ngi trong cng mt giai tng x hi s c nt c th, khuynh hng c x, hnh vi tiu dng, mc tha mn,s ging nhau. Nn y cng l mt ch tiu cn thit cc nh Marketing phn khc th trng. Nhm tham kho Theo philip Kotler, nhm tham kho l nhng ngi hoc nhm ngi m mt c nhn xem xt (nh mt s tham kho) khi hnh thnh thi v quan im ca ngi . Nhm tham kho c th chia thnh 4 nhm l: Nhm tham kho u tin (gia nh, bn b, ngi quen,), nhm tham kho th hai (t chc tn gio, hip hi, cu lc b,), nhm ngng m (ca s, thn ng,), nhm bt ng (ngi khng thch, ngi b ty chai,). 3. Cc nhn t tm l Hnh vi mua hng ca ngi tiu dng cng chu nh hng ca nm yu t c bn c tnh cht tm l nh: ng c, nhn thc, hiu bit, c tnh, thi . ng c L nhu cu cn thit, khn cp cao i hi con ngi phi tm cch, phi hnh ng tha mn nhu cu ny. C s ca ng c chnh l nhu cu. Nhu cu con ngi v cng phong ph v a dng. Ngi lm marketing phi hiu c l thuyt ng c ca ngi do cc nh kinh t xy dng c th p ng nhu cu khch hng. Hc thuyt ng c ca Zigmund Freud cho rng con ngi phn ln khng thc c y v ngun gc ng c ca chnh mnh. Ham mun ca con ngi l khng gii hn, s tha mn ca ham mun l c gii hn. Hc thuyt ca Freud lm r mt thc t trong hnh vi mua ca ngi tiu dng. Con ngi khng ch hnh ng mua theo l tr (Nhu cu ch ng), m cn nhiu nhu cu mi ny sinh trong qu trnh la chn hng ho. Nu nm bt c qui lut ny, ngi lm marketing c th gi thm nhng nhu cu mi hnh thnh nhng ng c mi. L thuyt ng c ca Abgaham Maslow c mt cch tip cn khc v ng c ca con ngi nhm gii thch ti sao nhng thi gian khc nhau con ngi li b thi thc bi nhng nhu cu khc nhau. Theo Maslow c nhiu nhu cu cng tn ti

SVTH: inh Minh Thnh 8QT

Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang trong mt c th. Cc c th s thit lp mt trt t u tin cho cc nhu cu theo mc quan trng i vi tng nhu cu. 3 M hnh thang nhu cu ca Maslow:

T hon thin Nhu cu c tn trng Nhu cu x hi

Nhu cu an ton Nhu cu sinh l

Hnh 2.4: Thang o th bc ca Maslow Maslow cho rng con ngi s c gng tha mn nhu cu quan trng trc tin, sau s n cc nhu cu tip theo. Nhn thc Nhn thc l kh nng t duy ca con ngi. Nhng ngi khc nhau th nhn nhn mt cch khc nhau i vi cng mt sn phm no . S hiu bit S hiu bit din t nhng thay i trong hnh vi ca mt con ngi pht sinh t kinh nghim. C tnh Theo Philip Kotler: C tnh l nhng c tnh tm l ni bc ca mi con ngi to ra th ng x (Nhng phn ng p li) c tnh n nh v nht qun i vi mi trng xung quanh. Thi Thi th hin s nh gi, cm xc v xu hng c tnh cht tng i nht qun ca c nhn i vi sn phm dch v no . 4. Cc nhn t tnh hung: Trong nhng tnh hung khc nhau, ngi mua s c cch thc mua khc nhau. 2.1.4 M hnh nghin cu
3

Ngun: Principles of Marketing Sixth Edition Philip Koler

SVTH: inh Minh Thnh 8QT

Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang

c im ngi mua Gii tnh Thu nhp

-Bn i siu th Vinatex khi no? -V sao bn chn siu th Vinatex?

Nhn thc nhu cu

- Cht lng sn phm - Hng ho a dng - Phong cch phc v - Cch trng by - Ga bn cc loi sn phm - Cc chng trnh khuyn mi.

Tm kim thng tin

- C nhn + Kin thc + Kinh nghim + S thch, + Tnh hnh ti chnh + Phong cch - X hi + Bn b, hng xm, + Gia nh + Qung co

nh gi cc phng n - V tr thun li - Khuyn mi - Gi -Ai nh hng n quyt nh mua ca bn?

Quyt nh mua

- Hi lng hay khng hi lng - Tip tc mua

Hnh vi sau khi mua

Hnh 2.5: M hnh nghin cu

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Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang

Chng 3. GII THIU S LC V SIU TH VINATEX4

1. LCH S HNH THNH Tp on Dt-May Vit Nam (Vinatex) l t hp cc cng ty a s hu gm c cng ty m Tp on Dt-May Vit Nam, cc n v nghin cu o to, gn 100 cng ty con, cng ty lin kt l cc cng ty c phn, kinh doanh a lnh vc t sn xut - kinh doanh hng dt may n hot ng thng mi dch v, c h thng phn phi bn bun, bn l, hot ng u t ti chnh, u t vo lnh vc h tr ngnh sn xut chnh dt may... Vinatex l mt trong nhng tp on dt, may c qui m v sc cnh tranh hng u Chu . Ngy 10/10/2001 , ti quyt nh s 1021/Q-HQT ca hi ng qun tr Tp on Dt May Vit Nam chnh thc thnh lp Trung tm KD hng thi trang Vit Nam v ngy n 25/6/2002 b Cng Thng k quyt nh s 1478/Q/TCCB i tn Trung tm Kinh doanh hng thi trang Vit Nam thnh Cng ty Kinh doanh hng Thi trang Vit Nam. Tn giao dch bng ting Anh: VIETNAM FASHION COMPANY tc H thng siu th VINATEX MART. Vi vic i tn thnh H thng siu th VINATEX MART n v c giao thm chc nng, nhim v Kinh Doanh siu th tng hp, Kinh Doanh cc ngnh ngh khc l biu hin s tin tng vo kh nng, s nhy bn, bn lnh ngh nghip m Tp on Dt May Vit Nam, B Cng Thng t vo h thng Siu th VINATEX MART. 2. QU TRNH HOT NG V PHT TRIN T nhng ca hng thi trang vi din tch nh Vinatex-Mart hnh thnh nhng siu th trung tm thi trang vi din tch v qui m ln hn. n nay, h thng VINATEX-MART c: 56 im bn hng bao gm siu th, trung tm thi trang, siu th mini. 3. NH HNG PHT TRIN. - Chin lc pht trin n nm 2015 s c 80 siu th v ca hng, tr thnh u mi tiu th sn phm dt may Vit Nam ln nht. - Tr thnh 1 trong 3 doanh nghip bn l hng u Vit Nam. - L doanh nghip chim th phn hng dt may ln nht Vit Nam. Trin khai thc hin cuc vn ng Ngi Vit Nam u tin dng hng Vit Nam v chnh sch kch cu ca Chnh ph, Hi ng qun tr - Ban iu hnh Tp on Dt may Vit Nam (Vinatex) va ch o cc doanh nghip trong ngnh nng cp, ci to cc trung tm siu th v ca hng gii thiu sn phm,
4

http://www.bsc.com.vn/News/2009/9/23/58202.aspx

SVTH: inh Minh Thnh 8QT

Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang bn bun, bn l. ng thi, khng ngng qung b hnh nh ca Vinatex ti ngi tiu dng trong v ngoi nc. Trong , Tp on ch o TCty c phn may Vit Tin ci to v nng cp Siu th 25 B Triu (H Ni) thnh Trung tm gii thiu v tiu th cc sn phm dt may c thng hiu uy tn c ngi tiu dng trong v ngoi nc tin dng. B phn kinh doanh ca May Vit Tin nhanh chng ci to, nng cp tng 1 Siu th Vinatex thnh mt trung tm bn bun, bn l khang trang, bt mt. Ton b mt tin tr s 25 B Triu c bi tr gn gng ngn np. Logo cc thng hiu ni ting ca cc doanh nghip u c gn tn trn pano qung co tm ln, cc thng hiu ni ting ca Vit Tin nh Manhattan, San Sciaro, TT-up, Vee Sendy cng c khuch trng. Sn, k bn hng, t bc, gi treo sn phm, Mancanh, phng mc th u c thay mi hin i. Chnh thc m ca khong na thng nay, song Trung tm thu ht mt lng khch ln n tham quan v mua sm. Cng vi Vit Tin, Cng ty Kinh doanh hng thi trang Vit Nam cng ang kin ton v nng cp ton b h thng siu th Vinatex mart ti cc tnh, thnh trong c nc nhm qung b hnh nh ngnh v thu ht ngi tiu dng n mua sm. (http://www.bsc.com.vn/News/2009/9/23/58202.aspx) Siu th Vinatex An Giang c a ch ti s 25/4, ng Trn Hng o, Tp Long Xuyn, An Giang. Siu th c din tch 400m2, khai trng ngy 21/01/2003. Khi mi thnh lp siu th Vinatex chuyn cung cp cc mt hng thi trang v dt may. Tuy nhin, vi nhu cu pht trin, Vinatex An Giang m rng thm din tch v cung cp thm cc mt hng tng hp khc nh: hng m phm, thc phm, gia dng,

Hnh 3.1: Siu th Vinatex

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Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang

Chng 4. PHNG PHP NGHIN CU

4.1 Thit k nghin cu Nghin cu s c thc hin qua 2 bc: Bng 4.1: Cc bc tin hnh nghin cu Bc 1 Dng S b Phng php nh tnh K thut Tho lun tay i N=10 2 Chnh thc nh lng iu tra qua bng cu hi N=75 Bc 1: Nghin cu s b c tin hnh vi k thut tho lun tay i da trn dn by tho lun tay i vi 10 sinh vin. Kt qu ca nghin cu ny lm c s lp bn cu hi chnh thc. Bc 2: y l bc cui cng v cng l bc quan trng nht trong qu trnh nghin cu nhm thu thp y d liu p ng ng mc tiu ra. Nghin cu chnh thc l dng bn cu hi phng vn trc tip cc i tng nghin cu ly d liu.

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Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang 4.2. Quy trnh nghin cu

C s l thuyt v hnh vi tiu dng

Thc tin

Thit k dn bi tho lun tay i

Tho lun tay i ( N=10)

Bn cu hi chnh thc

Dng bn cu hi phng vn chnh thc (N=75)

X l phn tch d liu (thng k m t)

Son tho v bo co kt qu

Hnh 4.1: Quy trnh nghin cu 4.3 Tng th v mu Mt vn rt quan trng cn cp trong phng php chn mu l vic xc nh c mu. Ni mt cch n gin l vic xc nh s phn t cn c chn ra t tng th vi s lng bao nhiu l ph hp m bo i in cho tng th gp phn tng kh nng chnh xc khi tng qut ha cc c trng ln thnh cc c trng ca tng th. Tng th nghin cu ca ti l sinh vin kha 8 khoa Kinh T-QTKD nn phng php chn mu thun tin s thun li cho vic chn p vin, tit kim c thi gian, d liu thu hi c nhanh chng. C mu c chn l N=75.

SVTH: inh Minh Thnh 8QT

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Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang 4.4 Thang o Thang o danh ngha: l loi thang o trong s o dng xp loi, n khng c ngha v lng. Thang o Likert: l loi thang o trong dng o mc ng ca mt i tng v c gn cc gi tr t 15 im. 4.5 Ngun d liu - S cp: Vic thu thp thng tin s cp thng qua phng vn bng bn cu hi. Phng vn sinh vin kha 8 khoa KT-QTKD trng HAG. - Th cp: Thu thp thng tin trn bo, i, internet, v cc nghin cu c lin quan n ti. 4.6 Phng php phn tch d liu S liu sau khi thu thp c s c tng hp vi s h tr ca phn mm Excel. Sau , c phn tch bng phng php thng k m t.

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Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang

Chng 5. KT QU NGHIN CU
Chng 5 l chng quan trng nht ca ti.Trong chng ny, chng ta s tp trung vo vic trnh by kt qu ca nhng ni dung: Thng tin mu; Phn tch thng k m t nhng ni dung: nhn thc nhu cu tiu dng ti siu th Vinatex, tm kim thng tin, nh gi cc phng n, quyt nh mua v hnh vi sau khi mua. 5.1. Thng tin v mu nghin cu Sau khi thu thp thng tin t 75 sinh vin kho 8 khoa Kinh T - QTKD trng i Hc An Giang s tin hnh phn tch v nh gi kt qu t c. Sau y l vi thng tin v mu nh : Gii tnh, thu nhp, ngnh hc. 5.2. Thng tin v mu 5.2.1. C cu mu theo gii tnh Biu 5.1: C cu mu theo gii tnh

49% 51%

nam n

kt qu nghin cu c khch quan v c ngha th mu nghin cu phi i din tng th v c cu mu phi phi tng ng v gii tnh. Mu nghin cu gm 75 sinh vin, trong t l Nam chim 49%, N chim 51% c s cn i gi nam v n. Do , mu iu kin tin hnh phn tch. 5.2.2. C cu mu theo thu nhp Biu 5.2: C cu mu theo thu nhp

12%

3% 41%

di 1 triu t 1 triu n di 1,5 triu t 1,5 triu n di 2 riu

44%

t 2 triu tr ln

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Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang Qua biu c cu mu theo thu nhp ta thy: Mc thu nhp t di 1triu n di 1,5triu chim khong 85%, cn li khong 15% l mc thu nhp t 1,5triu tr ln. iu cho thy, phn ln sinh vin c mc thu nhp thp nn h s c xu hng tiu xi nhng hng ha c mc gi trung bnh. 5.2.3. C cu mu theo ngnh hc Biu 5.3: C cu mu theo ngnh hc

27%

24%

Qun tr kinh doanh Kinh t i ngoi Ti chnh doanh nghip

23%

26%

K ton doanh nghip

C cu mu theo 4 ngnh hc ca khoa Kinh T - QTKD trng i Hc An Giang. Ta c, ngnh qun tr kinh doanh chim 24%; kinh t i ngoi chim 26%; ti chnh doanh nghip chim 23%; k ton doanh nghip chim 27%. Ta thy, mu c s tng ng nn mu i din c tng th trong nghin cu. 5.3. Hnh vi mua sm ti siu th Vinatex 5.3.1. Nhn thc nhu cu - L do mua sm ti siu th Vinatex: Biu 5.4: L do mua sm ti siu th Vinatex 60% 50% 40% 30% 20% 10% 0% V tr thun Khng nh Gi c hp tin phong cch l dch v tt Thong mt 48% 25% 17% 3% 7%

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Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang T biu 4: L do mua sm ti siu th Vinatex. Ta thy, siu th Vinatex l ni mua sm thun tin, gi c hp l vi mi ngi nn a s sinh vin chn mua sm ti siu th Vinatex m khng phi ti cc siu th khc. Hn th na, bn cn c th khng nh phong cch sang trng ca mnh. Kt qu cho thy, c trn 70% sinh vin chn mua sm ti siu th vi l do v siu th c v tr thun li v gi c hp l, khong 25% sinh vin cn li v khng nh phong cch, siu th c khng gian thong mt v dch v tt. Tm li, hu ht sinh vin mua sm ti siu th Vinatex v v tr siu th thun tin, gi c hp l. C rt t sinh vin mua sm v dch v ca siu th. - Thi im mua sm ti siu th Vinatex: Biu 5.5: Thi im mua sm ti siu th Vinatex 50% 40% 30% 20% 10% 0% Hng thng Hng tun Hng ngy Thnh thong 18% 4% 35% 43%

Qua biu 5 ta thy, thnh thong i mua sm ti siu th l chim t l cao nht 43%, k n l hng thng 35%, hng tun 18%, cui cng l hng ngy 4%. V sinh vin a s c thu nhp thp v khng c nhiu thi gian cho vic i siu th nn khng i mua sm thng xuyn. Bn cnh , mt s sinh vin quan tm nhiu n mua sm nn i siu th hng tun v hng ngy. 5.3.2 Tm kim thng tin - Ngun thng tin gip bit v Nescafe: Khi nhn thc hnh thnh th n s thi thc ngi tiu dng tm kim thng tin nhm phc v cho qu trnh ra quyt nh mua hng. Hin nay, c rt nhiu ngun thng tin t bn ngoi ln bn trong c th cung cp cho ngi tiu dng nh bn b, hng xm, ngi thn; tivi; bo; kinh nghim bn thn;

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Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang Biu 5.6: Ngun thng tin gip bit v siu th Vinatex

60% 50% 40% 30% 20% 10% 0% Kinh nghim bn thn 19%

54%

18% 9%

Bn b

Gia nh, ngi Bo, i, qung thn co

Qua biu 6: Ngun thng tin gip bit v siu th Vinatex ta thy, phn ln sinh vin bit n siu th qua bn b chim t l cao nht 54%, kinh nghim bn thn, gia nh, ngi thn v bo, i, qung co c t l thp. L sinh vin nn rt c nhiu bn, bn cng lp, cng trng, bn bn ngoi nn a s sinh vin bit n siu th qua bn b. Phn ln sinh vin c cuc sng xa gia nh, ngi thn v u tr nn rt t c iu kin xem tivi v cng va bt u cuc sng t lp nn vic h bit v siu th qua kinh nghim bn thn, gia nh, bo, i, qung co l rt hn ch. V vy, ngy cng c nhiu ngi bit v siu th th siu th Vinatex nn xy dng c hnh nh tt p trong lng khch hng. 5.3.3. nh gi cc phng n - Mc quan tm n cc yu t: sn phm, dch v, gi, trng by, khuyn mi, bi gi xe, an ninh, ATM.

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Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang

Biu 5.7: Mc quan tm n cc yu t

Thanh ton bng 2% 15% ATM An ninh tt 3%

36% 17%

30% 39%

17% 20%

21%

Bi gi xe rng

12%

17%

12% 17%

40% 39% 44%

19% 20% 20% 46% 55%

Khuyn mi

13% 11%

Cch trng by 8% 7%

21% 28% 20%

Gi 4% 0%

22%

Cht lng dch v 8% 13% 4% Cht lng sn 0% 8% phm

40%

52%
40% 60% 80% 100%

0%

20%

Khng quan tm

t quan tm

Trung ha

Quan tm

Rt quan tm

+ Thanh ton bng th ATM: ATM l th a nng, gip ngi tiu dng c th tr tin thng qua ngn hng m khng cn phi mang theo tin mt khi i mua sm. Vic thanh ton bng th ATM s mang li s tin li cho khch hng v th hin s hin i ca siu th. Ngoi ra, cng c ngi tiu dng thch mua sm bng tin mt hn. Biu trn th hin, mc quan tm chim trn 40%, 2% l mc khng quan tm chim t l thp nht. a s sinh vin quan tm n thanh ton bng th ATM . + An ninh tt, bi gi xe rng, khuyn mi, cch trng by: SVTH: inh Minh Thnh 8QT 18

Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang An ninh l iu kin cn thit i vi nhng ni mua sm, an ninh tt c th lm khch hng yn tm mua sm hn. V bi gi xe, i vi cc siu th u phi c bi gi xe cho khch nn bi gi xe rng v mt m s lm cho khch hng cm thy hi lng hn vi siu th v cng yn tm mua sm hn. V vy bi gi xe cng gp phn lm tng hnh nh tt p ca siu th. Khuyn mi l mt hnh thc lm p cho doanh nghip, lm tng lng tin ca khch hng cng nh lm tng gi tr khch hng v iu quan trng na l doanh nghip bn c nhiu sn phm gp phn lm tng doanh thu cho doanh nghip, lm c iu th h phi hiu c nhu cu ca khch hng v p ng c cc yu cu ca khch hng v sn phm. Vic trng by cc sn phm l mun to n tng cho khch hng khi quan st ln u tin, kch thch nhu cu ca h. Trng by tt gip ngi tiu dng d la chn, siu th bn c nhiu sn phm hn. Biu trn cho thy, vn v an ninh, bi gi xe rng, khuyn mi v cch trng by u c mc quan tm ca sinh vin chim trn 50%, trung ha, t quan tm v khng quan tm chim t l thp. C th thy, a s sinh vin quan tm n cc vn v an ninh khi mua sm, ni mua sm an ton c th gip h mua sm thoi mi v gim bt cng thng trong hc tp. Bi gi xe rng gip h xe d dng hn. Cc gi tr tng thm t cc chng trnh khuyn mi. D dng la chn, mua nhanh hn v tit kim c thi gian hn nh s trng by tt. + Gi cc loi sn phm, cht lng dch v, cht lng sn phm: Gi cc loi sn phm nh hng trc tip n qu trnh hot ng kinh doanh ca siu th. Siu th c mc gi thch hp s thu ht c nhiu ngi tiu dng, thc y qu trnh pht trin kinh doanh. Ngoi ra, dch v cng gi vai tr rt quan trng. Dch v l hnh thc lm tng thm li ch cho khch hng. Dch v tt s lm tng hnh nh tt p ca siu th trong lng ngi tiu dng. Bn cnh , cht lng sn phm l yu t hng u siu th kinh doanh v pht trin bn vng. Kt qu nghin cu cho thy, t l quan tm ca ngi tiu dng n gi cc loi sn phm, cht lng dch v, cht lng sn phm chim t l cao trn 50%. Gip ta thy c tm quan trong ca ba yu t trn trong qu trnh kinh doanh.

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Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang - Mc v v tr thun li ca siu th: Biu 5.8: Mc v tr thun li ca siu th Vinatex

Rt khng thun li Khng thun li Bnh thng Thun li Rt thun li

2% 10% 23% 44% 21% 0% 10% 20% 30% 40% 50%

Qua kt qu biu 8 ta thy, c 44% sinh vin nh gi v tr ca siu th Vinatex l thun li chim t l cao nht, k n l 23% cho rng v tr bnh thng, 21% sinh vin nh gi rt thun li, 10% sinh vin nh gi khng thun li v c rt t sinh vin cho l v tr khng thun li chim 2%. Hu ht sinh vin nh gi v tr ca siu th thun li cho vic mua sm, cho thy siu th c t ti ni kinh doanh tt. -Tiu ch bn quan tm nht khi mua sm ti siu th Vinatex:

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Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang

Biu 5.9: Tiu ch bn quan tm nht khi mua sm ti siu th Vinatex

Khc0% C ch xe 0% Sn phm a dng Khng gian thong mt

3% 14%

Trng by 1% Gi Thi phc v Cht lng sn phm

0% 5% 10% 39% 10% 15% 20% 25% 30% 35% 40% 23%

Qua biu 9 ta thy, a s sinh vin quan tm nhiu n cht lng sn phm, chim t l l 39% v cht lng sn phm nh hng trc tip n li ch ca h cht lng sn phm tt s lm h yn tm hn khi mua sm ti y, k n l gi 23% cng nh hng rt nhiu n doanh thu, ch xe v khc l 0% chim t l thp nht. iu cho thy ch xe khng nh hng n hnh vi mua sm ca sinh vin.

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Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang

- Yu t tc ng n quyt nh mua sm ti siu th Vinatex: Biu 10: Yu t tc ng n quyt nh mua sm ti siu th Vinatex

0% 39% 36%

25%

C nhn Ngi thn Bn b Khc

Qua biu 10 ta thy, sinh vin quyt nh mua sm t bn b v c nhn chim t l cao 70%, khc l 0%. Tm li, phn ng sinh vin ra quyt nh mua sm t nh hng ca bn b, vic hi kin bn b khi mua sm s cm thy yn tm hn cho h. - Hnh vi mua sm khi c khuyn mi:

Biu 11: Hnh vi mua sm khi c khuyn mi

60% 40% 20% 0% 0% Mua nhiu hn Mua bnh Mua t hn thng 41% 59%

Khuyn mi l cch thc khuyn khch ngi mua nhiu hn mc bnh thng v cng tng doanh thu cho siu th, kt qu nghin cu cho thy c 59% sinh vin s mua sm bnh thng khi c khuyn mi, 41% mua nhiu hn v 0% mua t hn khi c khuyn mi. Ta thy, khuyn mi ch nh hng n hnh vi mua sm ti siu th khong 50% sinh vin, c th cch thc khuyn mi ca siu th cha ph hp. Cn c hnh thc khuyn mi khc ph hp hn c th tc ng ln n hnh vi mua sm ca sinh vin. - Mc nh gi v gi ca cc sn phm ti siu th Vinatex:

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Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang Biu 12: Mc nh gi v gi ca cc sn phm ti siu th Vinatex 60% 50% 40% 30% 20% 10% 0% 8% Rt cao Cao Bnh thng 2% Thp 0% Rt thp 53% 37%

Ta thy, c trn 53% cho rng gi cao, c rt t sinh vin cho rng gi thp chim 2%. a s sinh vin nhn xt gi ca cc loi sn phm ca siu th ang mc cao. V vy siu th nn c nhng iu chnh mc gi cho hp l hn kch thch nhu cu ca h. 5.3.4 nh gi mc hi lng - nh gi mc hi lng v: cht lng sn phm, cht lng dch v, gi, bi gi xe. Biu 13: Mc hi lng v cc tiu ch ca siu th Vinatex

Bi gi xe

4% 10% 20%

20% 55% 41% 64% 20% 40%

41%

25% 23% 45% 30% 2% 2% 3% 0% 100%

Gi0% Cht lng dch v2% Cht lng sn phm 3%

0%

10%

60%

80%

Rt hi lng Khng hi lng

Hi lng Rt khng hi lng

Trung ha

+ Bi gi xe: kt qu nghin cu cho thy, 41% khng hi lng vi bi gi xe ca siu th, 25% bn sinh vin rt khng hi lng, 20% sinh vin khng c kin, 10% hi lng v 4% l rt hi lng. a s sinh vin khng hi lng vi bi gi xe ca siu th.

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Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang + Gi: c 55% sinh vin khng c kin v gi ca sn phm, 23% khng hi lng, 20% hi lng, 2% rt khng hi lng v 0% rt hi lng. C th thy mc gi hin nay vn cha hi lng i vi sinh vin. + Cht lng dch v v cht lng sn phm: biu trn cho thy, c trn 40% bn sinh vin hi lng v cht lng dch v v cht lng sn phm ca siu th. Bn cnh , cng cn nhiu sinh vin khng hi lng v cht lng dch v ca siu th, siu th cn phi xem li cht lng dch v ca mnh. c bit l thi phc v ca nhn vin. V cht lng sn phm, c th thy cht lng sn phm ca siu th to c nim tin trong lng ngi tiu dng.

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Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang

Chng 6. KT LUN V KIN NGH

6.1. Kt lun Trong chng ny, tc gi tm tt li kt qu chnh t c ca chng 5 k t qu nghin cu, nu ln cc kt lun v hnh vi ca sinh vin kho 8 khoa kinh t qun tr kinh doanh trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang v nu ln cc kin ngh. - Nhn thc nhu cu: +Kt qu nghin cu cho thy hnh vi mua sm ca sinh vin ti siu th v siu th c v tr thun li chim 48%. +Vic i mua sm ca sinh vin cng khng thng xuyn, thnh thong i mua sm ti siu th l chim t l cao nht 43%. -Tm kim thng tin: Ngun thng tin gip bit v siu th Vinatex ta thy, phn ln sinh vin bit n siu th qua bn b chim 54%. - nh gi cc phng n: + Thanh ton bng ATM:. a s sinh vin quan tm n thanh ton bng th ATM chim 40%. + An ninh tt, bi gi xe rng, khuyn mi, cch trng by: vn v an ninh, bi gi xe rng, khuyn mi v cch trng by u c mc quan tm ca sinh vin chim trn 50%, trung ha, t quan tm v khng quan tm chim t l thp. - Quyt nh mua: Kt qu nghin cu cho thy yu t tc ng n hnh vi tiu dng ca sinh vin l bn b. Khi c khuyn mi h c xu hng vn mua bnh thng chim t l 59%. - Hnh vi sau khi mua: Phn ln sinh vin hi lng v cht lng sn phm. 64% bn sinh vin hi lng vi cht lng sn phm, 30% trung ha, 3% khng hi lng, 3% rt hi lng v 0% rt khng hi lng. 6.2 Kin ngh: Qua kt qu nghin cu trn c th thy siu th vn cn nhiu hn ch nh: bi gi xe, dch v. Siu th nn c nhng ci tin phc v ngi tiu dng ngy cng tt hn nh nng cp bi gi xe cho khch, o to thm nhn vin v thi phc v. Bn cnh , siu th nn u t h thng thanh ton bng ATM vic mua sm c tin li hn trong qu trnh pht trin ca t nc.

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Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang

TI LIU THAM KHO

Phillip Kotler. Lc dch: Ts.Phan Thng, Ts.V Th Phng, Giang Vn Chin.1998.Marketing cn bn. Tp.HCM: NXB Thng k. Nguyn nh Th v Nguyn Th Mai Trang. Nguyn l Marketing.2003. Tp.HCM: NXB i Hc Quc Gia. Marketing cn bn. NXB H Ni. Phng php nghin cu khoa hc trong qun tr kinh doanh. Ts.Hunh Ph Thnh, Khoa kinh t, i Hc An Giang. M khc Huy. Hnh vi tiu dng Nescafe ca sinh vin kha 7 khoa Kinh TQTKD trng i hc An Giang.

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Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang

PH LC BN CU HI PHNG VN
Phiu phng vn s:.ngy H v tn phng vn vin: Thi gian bt u: Phn 1: Gii thiu Xin cho cc bn! Ti tn l inh Minh Thnh, l sinh vin lp DH8QT thuc khoa Kinh T-QTKD trng i hc An Giang. Hin nay, ti ang thc hin ti nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i hc An Giang khi n mua sm ti siu th Vinatex An Giang. Ngoi mc ch phc v cho hc tp, ti ny s gip doanh nghip hiu r hn hnh vi tiu dng ca cc bn c phc v tt hn. Xin cc bn dnh cht thi gian tr li cc cu hi sau. Phn 2: Sng lc Cu 1: Bn tng mua sm ti siu th Vinatex? 1. tng (tip) 2. Cha tng (dng li) Phn 3: Ni dung Cu 2: Bn c thng i mua sm ti siu th khng? 1. Hng thng 2. Hng tun 3. Hng ngy 4. Thnh thong Cu 3: L do bn mua sm ti siu th Vinatex? 1. V tr thun tin 2. Khng nh phong cch 3. Gi c hp l 4. Dch v tt 5. Thong mt Cu 4: Bn bit v siu th Vinatex t ngun thng tin no? 1. Kinh nghim bn thn 2. Bn b 3. Gia nh, ngi thn 4. Bo, i, qung co Cu 5: Bn hy cho bit mc quan tm ca bn n cc tiu ch sau ca siu th Vinatex? Khoanh trn vo bn chn.

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Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang 1. 2. 3. 4. 5. Khng quan tm t quan tm Trung ha Quan tm Rt quan tm

Tiu ch Mc quan tm 1. Cht lng sn phm 1 2 3 4 5 2. Cht lng dch v 1 2 3 4 5 3. Gi ca cc loi sn phm 1 2 3 4 5 4. Cch trng by cc loi sn phm 1 2 3 4 5 5. Cc chng trnh khuyn mi ca siu th 1 2 3 4 5 6. C bi gi xe rng 1 2 3 4 5 7. C an ninh tt 1 2 3 4 5 8. C th thanh ton bng th ATM 1 2 3 4 5 Khc (ghi r): . Cu 6: V tr ca siu th c thun li mua sm khng? 1. Rt thun li 2. Thun li 3. Bnh thng 4. Khng thun li 5. Rt khng thun li Cu 7: Bn quan tm n tiu ch no khi mua sm ti siu th? ( Cu hi nhiu tr li) 1. Cht lng sn phm 2. Thi phc v 3. Gi cc loi sn phm 4. Trng by d la chn 5. Khng gian thong mt 6. Sn phm a dng 7. C ch xe 8. Khc:. Cu 8: Yu t no tc ng n quyt nh mua sm ti siu th Vinatex ca bn? 1. C nhn bn 2. Ngi thn 3. Bn b 4. Khc:. Cu 9: Khi c khuyn mi bn mua sm ti siu th nh th no? 1. Mua nhiu hn 2. Mua bnh thng 3. Mua t hn Mua t hn xin cho bit l do:. Cu 10: Gi ca cc loi sn phm hin nay ti siu th Vinatex nh th no? 1. Rt cao 2. Cao

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Nghin cu hnh vi ca sinh vin khoa Kinh T-QTKD trng i Hc An Giang khi n mua sm ti siu th Vinatex An Giang 3. Bnh thng 4. Thp 5. Rt thp Cu 11: Bn hy cho bit mc hi lng ca bn v cc tiu ch sau ca siu th? Khoanh trn vo bn chn. 1. Rt khng hi lng 2. Khng hi lng 3. Trung ha 4. Hi lng 5. Rt hi lng 1. 1 5 2. 1 5 3. 1 5 4. 1 5 Khc: Cu 12: Bn hy cho bit mc ng ca bn v cc tiu ch sau ca siu th Vinatex.? Khoanh trn vo bn chn. 1. Rt khng ng 2. Khng ng 3. Trung ha 4. ng 5. Hon ton ng Tiu ch Mc ng 1. Ni mua sm thun tin 1 2 3 4 5 2. An ninh tt 1 2 3 4 5 3. Cht lng sn phm cao 1 2 3 4 5 4. Cht lng dch v tt 1 2 3 4 5 Khc: . Phn 4: Thng tin c nhn Xin vui lng cho bit vi thng tin v bn: 1. Lp bn ang hc 2. Gii tnh 1. Nam 2. N 3. Thu nhp hng thng ca bn l bao nhiu? 1. Di 1 triu 2. T 1 triu n di 1,5 triu 3. T 1,5 triu n di 2 triu 4. T 2 triu tr ln Xin chn thnh cm n bn! Tiu ch Cht lng sn phm Cht lng dch v Gi Bi gi xe Mc hi lng 2 3 4 2 3 4 2 3 4 2 3 4

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