Báo Cáo Nghiên Cứu - Quảng Cáo & Khuyến Mãi

Nghin cu nh hng ca chng trnh

qung co - khuyn mi

Thi gian kho st: 01.09 10.09.2013 Da trn nhm p vin trc tuyn Vinaresearch

A. Thng tin nghin cu

Phng php kho st : Nghin cu trc tuyn (Internet)

Thi gian kho st : 01.09 10.09.2013

S mu kho st : 1,064

i tng kho st : Nam v N t 18 tui tr ln

a im kho st : Ton quc

Phng php chn mu : Internet Samping

Mc tiu nghin cu : Nghin cu nh hng ca chng trnh qung co v khuyn

mi n tm l ca ngi tiu dng.

2

VT: %

B. Thng tin p vin

Gii tnh tui

Khu vc sinh sng

49.3 50.7

Nam (n=525)

N (n=539)

49.0

27.4 23.6

18 - 24 tui (n=521) 25 - 29 tui (n=292) T 30 tui tr ln (n=251)

36.2

13.9

49.9

Min Bc (n=385) Min Trung (n=148) Min Nam (n=531)

3

Phn I. Qung co

n 71.5% ngi c hi cho bit c mi quan tm (Rt quan tm + Quan tm) n chng trnh

qung co sn phm ni chung. Ch s quan tm l kh cao, c th l t 3.77 im trn thang im 5.

Radio, Bo giy v Tp ch l 3 knh c theo di mc Thnh thong vi t l xp x 50%. Ngc

li, Bo mng, Cc trang web khc bo mng v Tivi c quan tm nhiu hn vi mc trung bnh

t s im ln lt l 4.47, 4.17 v 4.17.

Ngoi cc qung co trn Bo mng th qung co trn Tivi v Cc trang Blog, mng x hi cng c

rt nhiu ngi quan tm, vi t l ch ln ti 73.7% v 65.4%. Knh qung co c t ngi ch nht

l Radio, vi t l ch chim 36.2%.

Cc qung co c pht trn Tivi nhn c s tin cy nhiu nht bi ngi c phng vn, chim n

71.7% (Hon ton tin cy + Tin cy). Ngc li, qung co trn Cc trang Blog, mng x hi v Cc

trang web khc ngoi bo mng t nhn c tin cy hn vi cha n 40.0% ngi la chn.

C 100 ngi c nghin cu th c n hn 44 ngi Thnh thong c nh mua sn phm khi c

xem qung co. Bn cnh , ngi c d nh mua sn phm khi c xem qung co mc Kh

thng xuyn tr ln chim gn 1 na (49.9%) s ngi c nghin cu.

C. Tm tt kt qu nghin cu [1]

Phn I. Qung co

Tc dng ca chnh ca qung co l Gip ngi tiu dng bit thm thng tin chi tit v nhn hiu,

chim 69.6%. Ngc li, yu t t nh hng nht l Lm tip tc mua v s dng nhn hiu.

C 100 ngi c hi th c n gn 81 ngi cho bit c n tng n pa n / p phch trong thi gian

gn y. a im thy cc pa n / p phch ny a s l ti Siu th n 66.1%, a im tip theo l Trn

ng i lm (50.6%).

Yu t to c s ch nht ca qung co l Sn phm c cht lng tt, vi 52.6% ngi la chn.

ng v tr th hai l Thy lin quan n bn thn mnh (20.8%). Cui cng, Ph hp vi vn ha Vit

Nam l yu t c ch th 3 trong mt qung co vi 15.5% ngi la chn.

Ngoi Qung co ng, c nh hng / tc ng n ngi xem thu ht nht (34.5%), th hnh thc Li

ni km hnh nh v Hnh nh miu t 1 cu chuyn cng thu ht c nhiu s ch ca ngi tiu

dng.

Uy tn ca cng ty sn xut l yu t lm tin tng vo on qung co nhiu nht (73.9%). Cc yu t

c ch tip theo l Ni bt c tnh nng ca sn phm v Cm thy lin quan n bn thn,

chim t l ln lt l 67.8% v 49.4%.


Phn I. Qung co

C 100 ngi c hi th c n gn 76 ngi cho rng hin ti Qung co l vic cn thit pht

trin nn kinh t. Cng hn 1 na nghin cu ng Qung co hin nay thng khng thc t v c

tnh cht phng i. Ch mt s t ngi nh gi Qung co c lm phin n bn thn chim 23.4%.

n hn 56% ngi c kho st Thng xuyn xem cc on qung co. Nu tnh mc thng

xuyn ni chung (Rt thng xuyn + Thng xuyn) th s ngi thng xem ln n 72.4%. Trong ,

gii tnh khng nh hng qu nhiu n mc thng xuyn xem qung co ca ngi c nghin

cu.

Hai yu t c nh gi l quan trng ca mt on qung co: Thng ip qung co mang li (80.5%)

v Ni dung qung co (76.7%). Ngc li, yu t Ngi mu t c ch trng khi nh gi on qung

co, ch chim 14.1%.


Phn II. Khuyn mi

n 82.5% trong tng ngi c phng vn cho bit c quan tm n cc chng trnh khuyn mi ni

chung (Rt quan tm + Quan tm). Bn cnh , cng c khong 6.3% khng b hp dn bi cc chng

trnh khuyn mi (Rt khng quan tm + Khng quan tm).

C n 99.7% ngi trong nhm ny c tm kim cc thng tin khuyn mi cc ngun khc nhau. Trong

, Bo mng, Trang web bn hng trc tuyn v Tivi l 3 knh c ch nhiu nht, chim t l ln

lt l 71.5%, 68.2% v 64.7%.

Vi nh mua sn phm khi bit thng tin khuyn mi t mc Thng xuyn tr ln chim n

62.2%. Cn s ngi ch Him khi hoc Khng bao gi c nh mua hng khuyn mi ch chim s

lng rt thp vi 1.7%.

C 10 ngi c kho st th c hn 86 ngi cho rng hnh thc Gim gi hng bn hp dn vi h

(Hp dn + Rt hp dn). Hnh thc c nh gi tt tip theo l Qu tng km thm (83.4%) v Tng

s lng / khi lng gi nguyn gi (80.6%). Ngc li, hnh thc Tch im i qu ch c 54.6%

cho rng hp dn.

Phn ln ngi c nghin cu ng vi nhn nh Cc dt khuyn mi l c hi tt nht mua

hng, chim 73.8%. Ngc li, kin cho rng Hng ha khuyn mi thng khng m bo cht

lng t ngi ng nht ch chim 28.8% (ng + Rt ng ).


D. BO CO CHI TIT

Phn I: Qung co

Phn II: Khuyn mi

Phn I. Qung co

1. Mc quan tm n qung co [1] 61.7% ngi c hi cho bit c quan tm n cc chng trnh qung co sn phm.

n 71.5% ngi c hi cho bit c mi quan tm (Rt quan tm + Quan tm) n chng trnh qung co sn phm ni

chung. Ch s quan tm l kh cao, c th l t 3.77 im trn thang im 5.

Ch s quan tm trung bnh n cc qung co ca nam c phn thp hn so vi n.

Q. Vui lng cho bit mc quan tm ca bn n nhng qung co ni chung? [SA]

Q. Vui lng cho bit gii tnh ca bn? [SA] VT: %

3.3

4.7

4.0

25.0

23.2

24.2

61.1

62.5

61.7

10.4

9.1

9.8

N (n=539)

Nam (n=525)

Total (n=1064)

Hnh 1: Mc quan tm n qung co (n = 1064)

Hon ton khng quan tm Khng quan tm Bnh thng Quan tm Rt quan tm

im TB

3.75

3.77

3.88

1. Mc quan tm n qung co [2] p vin Min Nam c mc quan tm n qung co nhn chung cao hn so vi 2 min cn li.

Mc quan tm (Rt quan tm + Quan tm) qung co Min Nam kh cao chim n 75.9%. Trong khi , Min Bc v

Min Trung t l ny c phn thp hn ln lt l 67.5% v 66.2%.


Q. Vui lng cho bit hin ti bn ang sinh sng ti vng min no sau y? [SA] VT: %

3.9

5.4

3.6

19.8

28.4

28.6

66.1

58.1

57.1

9.8

8.1

10.4

Min Nam (n=531)

Min Trung (n=148)

Min Bc (n=385)

Hnh 2: Vng min v mc quan tm n qung co (n=1064)


im TB

3.69

3.74

3.81

1. Mc quan tm n qung co [3] Mc quan tm n cc qung co ni chung kh cn bng cc tui nghin cu.

C 100 ngi c hi T 30 tui tr ln th c gn 75 ngi cho bit c quan tm n cc qung co (Rt quan tm + Quan

tm). Tng t, t l cho nhm ngi ny 18 24 tui v 25 29 tui ch chim xp x 69.3% v 73.6%.


Q. Vui lng cho bit tui ca bn? [SA] VT: %

2.4

2.4

5.7

22.3

25

24.6

67.3

64.4

57.6

7.6

8.2

11.7

T 30 tui tr ln (n=251)

25 - 29 tui (n=292)

18 - 24 tui (n=521)

Hnh 3: tui v mc quan tm n qung co (n=1064)


im TB

3.78

3.74

3.79

2. Mc theo di cc knh truyn thng [1] Cc trang Bo mng thu ht s ch c bit ca c gi vi 54.8% theo di Rt thng xuyn.

Q. Vui lng cho bit mc theo di ca bn vi tng knh truyn thng sau y? [Matrix SA] VT: %

6.0

2.5

7.3

7.8

37.5

38.1

40.7

54.8

13.7

10.3

22.8

23.5

36.3

42.7

40.0

38.4

54.7

47.8

51.5

48.4

20.7

17.4

16.1

5.7

21.4

32.2

17.0

18.0

4.3

1.8

2.6

1.0

4.2

7.2

1.5

2.4

1.1

Phng tin truyn thng khc

Radio

Bo giy

Tp ch

Cc trang Blog, mng x hi

Tivi

Cc trang web khc bo mng

Bo mng

Hnh 4: Knh truyn thng thng theo di (n=1018)

Rt thng xuyn Thng xuyn Thnh thong Him khi Khng bao gi

4.47

4.17

4.17

3.16

4.05

2.69

2.96

3.17

Radio, Bo giy v Tp ch l 3 knh c theo di mc Thnh thong vi t l xp x 50%. Ngc li, Bo mng, Cc

trang web khc bo mng v Tivi c quan tm nhiu hn vi mc trung bnh t s im ln lt l 4.47, 4.17 v 4.17.

im TB

2. Mc theo di cc knh truyn thng [2] Vi cc Trang blog, mng x hi mc theo di ca n gii c phn cao hn nam.

Q. Vui lng cho bit mc theo di ca bn vi tng knh truyn thng sau y? [Matrix SA]

Q. Vui lng cho bit gii tnh ca bn? [SA]

Nhn chung, mc theo di cc knh truyn thng nam hoc n khng c nhiu khc bit. Tuy nhin, Cc trang blog, mng

x hi nhm n c mc theo di cao hn nam vi im trung bnh c th l 4.11 v 3.99.

2.97

2.70

3.20

3.13

4.11

4.20

4.15

4.47

2.94

2.67

3.12

3.22

3.99

4.14

4.20

4.47

Hnh 5. Gii tnh v Knh thng theo di (n=1064)

Nam (n=498) N (n=520)

Bo mng


Tivi

Cc trang blog, mng x hi

Bo giy

Tp ch

Radio

Cc phng tin truyn thng khc

1 Khng bao gi, 2 Him khi, 3 Thnh thong

4 Thng xuyn, 5 Rt thng xuyn

2. Mc theo di cc knh truyn thng [3] Bo mng vn l knh truyn thng c ngi dn c 3 min theo di thng xuyn nht.

Q. Vui lng cho bit mc theo di ca bn vi tng knh truyn thng sau y? [Matrix SA]

Q. Vui lng cho bit hin ti bn ang sinh sng ti vng min no sau y? [SA]

Cc trang web khc bo mng, Tivi l 2 knh truyn thng c p vin c 3 min theo di thng xuyn nht sau Bo

mng. Ngoi ra, Tp ch v Bo giy ngi khu vc Min Nam theo di thng xuyn hn so vi Min Bc v Min Trung.

Min Bc

(n=385)

Min Trung

(n=148)

Min Nam

(n=531)

Bo mng 4.44 4.54 4.47

Cc trang web khc bo mng 4.15 4.21 4.18

Tivi 4.12 4.18 4.21

Cc trang Blog, mng x hi 4.05 4.14 4.03

Tp ch 3.07 3.06 3.26

Bo giy 2.91 3.15 3.37

Radio 2.71 2.67 2.67

Cc phng tin truyn thng khc 2.95 2.97 2.96

Hnh 6. Vng min v Knh thng theo di (n=1064)



2. Mc theo di cc knh truyn thng [4] C mt s khc bit gia cc tui trong mc thng xuyn theo di cc knh truyn thng.

Q. Vui lng cho bit mc theo di ca bn vi tng knh truyn thng sau y?[Matrix SA]

Q. Vui lng cho bit tui ca bn? [SA]

Ngoi Bo mng l knh truyn thng c theo di nhiu nht khng phn bit tui, th Cc trang Blog, mng x hi c

tui 18 24 theo di thng xuyn hn. Bn cnh , Radio kh ph bin i vi ngi tui 25 29 v Tivi thn thuc

vi nhm T 30 tui tr ln.

18 - 24 tui

(n=521)

25 - 29 tui

(n=292)

T 30 tui tr ln

(n=251)

Bo mng 4.43 4.54 4.46



Tivi 4.05 4.27 4.30

Tp ch 3.11 3.27 3.14

Bo giy 3.04 3.23 3.37

Radio 2.67 2.83 2.56


Hnh 7. tui v Knh thng theo di (n=1064)



3. Mc ch n qung co [1] C n 75.9% ngi c nghin cu cho bit c ch n cc qung co trn Bo mng.

Q. Vui lng cho bit mc ch ca bn n cc QUNG CO c ng / pht trn cc knh truyn thng di y? [Matrix SA] VT: %

Ngoi cc qung co trn Bo mng th qung co trn Tivi v Cc trang Blog, mng x hi cng c rt nhiu ngi quan

tm, vi t l ch ln ti 73.7% v 65.4%. Knh qung co c t ngi ch nht l Radio, vi t l ch chim 36.2%.

4.3

6.3

2.2

2.2

2.0

2.7

1.9

1.7

27.6

20.8

16.4

14.8

12.2

12.5

3.8

7.6

37.1

28.9

27.6

26.4

23.3

19.5

20.6

14.9

35.5

34.3

47.9

50.3

49.2

51.5

56.7

57.1

3.4

1.8

5.9

6.3

13.4

13.9

17.0

18.8


Radio

Bo giy

Tp ch



Tivi

Bo mng

Hnh 8: Cc knh truyn thng v mc ch (n=1018)

Rt khng ch Khng ch Bnh thng Ch Rt ch

3.84

3.83

3.61

3.44

3.60

2.99

3.12

3.39

im TB

3. Mc ch n qung co [2] Trong khi nhm nam ch nhiu nht cc qung co trn Bo mng th nhm n li quan tm nhiu trn

Tivi.

Q. Vui lng cho bit mc ch ca bn n cc QUNG CO c ng / pht trn cc knh truyn thng di y? [Matrix SA]


Trong khi nhm nam ch nht cc qung co trn Bo mng th i vi nhm n l Tivi chim s im ln lt l 3.86 v

3.91. Ngoi ra, nhm n li cn kh quan tm n cc qung co trn Trang blog, mng x hi t 3.64 im.

3.14

3.00

3.32

3.50

3.56

3.64

3.81

3.91

3.09

2.98

3.46

3.38

3.63

3.58

3.86

3.75

Hnh 9. Gii tnh v Knh thng theo di (n=1064)

Nam (n=498) N (n=520)

Tivi

Bo mng



Tp ch

Bo giy

Radio


1 Rt khng ch , 2 Khng ch , 3 Bnh thng,

4 Ch , 5 Rt ch

3. Mc ch n qung co [3] C mt t khc bit v mc ch n qung co ti 3 vng min.



Nu cc qung co trn Tivi c p vin khu vc Min Bc ch nhiu nht vi s im tng ng l 3.81 th khu vc

Min Trung v Min Nam li ch n qung co trn Bo mng hn c vi vi s im ln lt 3.89 v 3.87.

Hnh 10. Vng min v Knh thng theo di (n=1064)

Min Bc

(n=385)

Min Trung

(n=148)

Min Nam

(n=531)

Tivi 3.81 3.81 3.85

Bo mng 3.77 3.89 3.87



Tp ch 3.32 3.37 3.54

Bo giy 3.12 3.37 3.59

Radio 2.97 2.95 3.01



4 Ch , 5 Rt ch

3. Mc ch n qung co [4] Ngoi Bo Mng th cc qung co trn Tivi cng c ch rt nhiu hu ht cc tui, c bit l

nhm T 30 tui tr ln.



Hai nhm 18 24 tui v 25 29 tui ch cc qung co nhiu nht thng qua Bo mng. Ngc li, i vi nhm T 30

tui tr ln li thng qua knh Tivi. Ngoi ra, cc qung co trn Tp ch v Bo giy cng nhn c kh nhiu s ch ca

nhm 25 29 tui.

18 - 24 tui

(n=521)

25 - 29 tui

(n=292)

T 30 tui tr ln

(n=251)

Bo mng 3.75 3.94 3.89

Tivi 3.74 3.92 3.92



Tp ch 3.38 3.54 3.44

Bo giy 3.28 3.45 3.54

Radio 2.92 3.11 2.99


Hnh 10. tui v Knh thng theo di (n=1064)


4 Ch , 5 Rt ch

4. Mc tin cy vi cc qung co [1] a phn ngi c kho st c s tin cy cao vi cc qung co trn Tivi chim n 71.7%.

Q. Vui lng cho bit mc tin cy ca bn vi cc qung co c ng / pht trn cc knh truyn thng sau y? [Matrix SA] VT: %

Cc qung co c pht trn Tivi nhn c s tin cy nhiu nht bi ngi c phng vn, chim n 71.7% (Hon ton tin

cy + Tin cy). Ngc li, qung co trn Cc trang Blog, mng x hi v Cc trang web khc ngoi bo mng t nhn c

tin cy hn vi cha n 40.0% ngi la chn.

2.5

1.1

1.4

1.0

2.3

0.6

0.8

0.7

22.4

22.8

23.8

18.9

13.1

11.7

11.3

7.6

46.6

36.7

35.8

31.2

35.1

31.6

33.1

20.0

27.2

37.4

37.0

46.6

45.8

52.3

50.5

60.7

1.4

2.0

2.1

2.4

3.8

3.8

4.3

11.0


Cc trang web KHC BO MNG trn internet


Bo mng

Radio

Bo giy

Tp ch

Tivi

Hnh 11. Mc tin cy vo knh qung co (n=1018)

Hon ton khng tin cy Khng tin cy Bnh thng Tin cy Hon ton tin cy

im TB

3.74

3.46

3.47

3.36

3.30

3.15

3.16

3.03

4. Mc tin cy vi cc qung co [2] C nam v n u tin cy nhiu vo cc qung co trn Tivi vi s im trung bnh ln lt l 3.75 v 3.72.

Q. Vui lng cho bit mc tin cy ca bn vi cc qung co c ng / pht trn cc knh truyn thng sau y? [Matrix SA]


Ngoi vic t nhiu s tin cy vo cc qung cc trn Tivi th nam gii t ra kh tin tng cc qung co trn Bo giy (3.57

im) trong khi n gii ch n cc qung co trn Tp ch (3.44 im).

3.04

3.09

3.14

3.22

3.33

3.38

3.44

3.72

3.02

3.24

3.15

3.39

3.39

3.57

3.49

3.75

Hnh 9. Gii tnh v Knh qung co tin cy (n=1018)

Nam (n=498) N (n=520)

Tivi

Tp ch

Bo giy

Radio

Bo mng




1 Hon ton khng tin cy, 2 Khng tin cy, 3 Bnh thng,

4 Tin cy, 5 Hon ton tin cy

4. Mc tin cy vi cc qung co [3] Phn ln ngi c nghin cu 3 khu vc u tin tng n qung co c pht trn Tivi.

Q. Vui lng cho bit mc tin cy ca bn vi cc qung co c ng / pht trn cc knh truyn thng sau y? [Matrix SA]


Qung co trn Tivi nhn c s tin cy ca s ng p vin tham gia kho st c 3 min c th l: Min Bc 3.69 im,

Min Trung 3.76, Min Nam 3.77. Ngoi ra, qung co trn Bo giy c ngi Min Trung v Min Nam tin tng

nhiu hn, t s im ln lt l 3.57 v 3.53 im.

Hnh 10. Vng min v Knh qung co tin cy (n=1018)

Min Bc

(n=370)

Min Trung

(n=140)

Min Nam

(n=508)

Tivi 3.69 3.76 3.77

Tp ch 3.39 3.49 3.51

Bo giy 3.35 3.57 3.53

Radio 3.34 3.39 3.36

Bo mng 3.21 3.39 3.35






4. Mc tin cy vi cc qung co [4] Qung co c pht trn Tivi u nhn c s tin tng ca p vin tt c tui.

Q Vui lng cho bit mc tin cy ca bn vi cc qung co c ng / pht trn cc knh truyn thng sau y? [Matrix SA]


Sau cc qung trn Tivi, th nhm T 30 tui tr ln c mc tin tng cao i vi cc qung co trn Bo giy vi s im

l 3.50. Trong khi , ngi nhm 25 29 tui li tin tng nhiu vo cc qung co trn Radio vi 3.42 im.

18 - 24 tui

(n=489)

25 - 29 tui

(n=285)

T 30 tui tr ln

(n=244)

Tivi 3.77 3.73 3.68

Tp ch 3.50 3.44 3.41

Bo giy 3.46 3.46 3.50

Radio 3.34 3.42 3.31

Bo mng 3.27 3.30 3.37




Hnh 11. tui v Knh qung co tin cy (n=1018)



5. Ny ra nh mua sn phm khi xem qung co [1] Khi c xem qung co, c n 44.2% ngi c hi cho bit ch Thnh Thong ny ra nh mua sn

phm.

Q. Vui lng cho bit bn c thng ny ra nh mua mt sn phm khi c xem qung co ca sn phm khng? [SA] VT: %

C 100 ngi c nghin cu th c n hn 44 ngi Thnh thong c nh mua sn phm khi c xem qung co. Bn

cnh , ngi c d nh mua sn phm khi c xem qung co mc Kh thng xuyn tr ln chim gn 1 na

(49.9%) s ngi c nghin cu.

0.5

1.1 4.3

44.2

21.4 20.5

8.0

Khng bao gi Rt him khi Him khi Thnh thong Kh thng xuyn

Thng xuyn Rt thng xuyn

Hnh 12: Ny sinh nh mua sn phm khi xem qung co (n=1018)

5. Ny ra nh mua sn phm khi xem qung co [2] Nhn chung, mc thng xuyn c nh mua sn phm ca nam gii khi xem qung co nhiu hn so

vi n.

Q. Vui lng cho bit bn c thng ny ra nh mua mt sn phm khi c xem qung co ca sn phm khng? [SA]


Nu tnh t mc Kh thng xuyn tr ln ny ra nh mua sn phm khi xem qung co tr ln, th nhm nam c t l

cao hn nhm n. C th l 51.6% v 48.6%.

0.6 1.0

4.6

42.2

22.3 20.9

8.4

0.4 1.2 4.0

46.2

20.6 20.2

7.5

Khng bao gi Rt him khi Him khi Thnh thong Kh thng xuyn Thng xuyn Rt thng xuyn

Hnh 13: Ny sinh nh mua sn phm khi xem qung co theo gii tnh (n=1018)

Nam (n=498) N (n=520)

5. Ny ra nh mua sn phm khi xem qung co [3] Thnh thong ny ra nh mua sn phm khi xem qung co l mc thng xuyn nht c 3 khu vc.



i vi ngi c nghin cu khu vc Min Nam c n 29.8 % ngi (Thng xuyn + Rt thng xuyn) ny ra nh

mua sn phm khi xem qung co. Trong khi , t l ny Min Bc v Min Trung l 27.9% v 25.8%.

7.6 7.9 8.3

20.3 17.9

21.5 22.4 22.9

20.3

44.9 42.1

44.3

3.8

7.1

3.9 0.8

2.1 1 0.3 0.8


Hnh 14: Gii tnh v mua sn phm khi xem qung co (n=1018)

Rt thng xuyn

Thng xuyn

Kh thng xuyn

Thnh thong

Him khi

Rt him khi

Khng bao gi

5. Ny ra nh mua sn phm khi xem qung co [4] tui cng cao th mc thng xuyn c nh mua sn phm khi xem qung co cng thp.



Theo kt qu kho st cho thy, 1.2% ngi c hi tui T 30 tui tr ln Khng bao gi ny ra nh mua sn phm

khi xem qung co.

0.4

1.8

4.9

40.9

20.7

21.3

10.0

Khng bao gi

Rt him khi

Him khi

Thnh thong

Kh thng xuyn

Thng xuyn

Rt thng xuyn

18 - 24 tui (n=489)

0.7

3.5

43.9

24.2

22.5

5.3

25 - 29 tui (n=285)

1.2

4.1

51.2

19.7

16.8

7.0


Hnh 15: tui v nh mua sn phm khi xem qung co (n=1018)

6. nh hng ca qung co [1] Gip bit thm thng tin chi tit v nhn hiu l nh hng nhiu nht ca qung co n ngi tiu dng.

Q. Vui lng cho bit mt qung co thng nh hng n bn nh th no? [MA] VT: %

Tc dng ca chnh ca qung co l Gip ngi tiu dng bit thm thng tin chi tit v nhn hiu, chim 69.6%. Ngc

li, yu t t nh hng nht l Lm tip tc mua v s dng nhn hiu.

69.6

60.9 56.9

49.9

41.8 36.8

31.8 29.5

0.3 1.3

Gip bit thm thng

tin chi tit v nhn hiu

Lm quan

tm n nhn hiu

Lm bit thm v hnh nh v tng

quan v nhn hiu

Gip bit n nhn hiu ln

u tin

Lm nh li nhn hiu

Lm mua v

s dng nhn hiu

Lm thy mnh ph hp vi nhn hiu

Lm tip tc mua v s dng nhn

hiu

Khc Khng c nh hng no

c bit

Hnh 15: nh hng ca qung co (n=1018)

6. nh hng ca qung co [2] nh hng nhiu nht ca qung co n vi c nam v n l Gip bit thm thng tin chi tit v nhn hiu.

Q. Vui lng cho bit mt qung co thng nh hng n bn nh th no? [MA]


Ngoi yu t nh hng nhiu nht l Gip bit thm thng tin chi tit v nhn hiu c nam v n, th yu t Lm nh li

hiu c nh hng vi nam hn. Trong khi , Lm mua v v s dng nhn hiu c bit c tc dng vi n.

70.3

61.4 57.0

50.2

44.6

32.9 28.9 28.5

0.4 1.6

69.0

60.4

56.7 49.6

39.2 40.6

34.6 30.4

0.2 1.0

Gip bit thm thng tin chi

tit v nhn hiu

Lm quan tm

n nhn hiu Lm bit thm v hnh nh v tng quan v

nhn hiu

Gip bit n nhn hiu ln

u tin

Lm nh li nhn hiu

Lm mua v s dng nhn hiu


Lm tip tc mua v s dng

nhn hiu

Khc Khng c nh hng no c

bit

Hnh 12: nh hng ca qung co v gii tnh (n=1018)

Nam (n=498) N (n=520)

6. nh hng ca qung co [3] Tc ng nhiu nht ca qung co n p vin c ba min l Gip bit thm thng tin chi tit v nhn

hiu.



Gip bit thm thng tin chi tit v nhn hiu l yu t tc ng n ngi tiu dng khi c xem qung co c 3 khu vc

nghin cu, vi t l ln lt l Min Bc 67.8%, Min Trung 71.4% v Min Nam 70.5%. Tip theo, 2 yu t Lm quan

tm n nhn hiu v Lm bit thm v hnh nh / tng quan nhn hiu cng tc ng kh nhiu n ngi tiu dng.

1.1

0.3

28.6

29.5

37.0

42.2

47.6

56.8

61.4

67.8

Khng c nh hng no c bit

Khc

Lm tip tc mua v s dng nhn hiu



Lm nh li nhn hiu

Gip bit n nhn hiu ln u tin

Lm bit thm v hnh nh / tng quan nhn hiu

Lm quan tm n nhn hiu

Gip bit thm thng tin chi tit v nhn hiu

Min Bc (n=370)

2.9

0.7

35.0

34.3

34.3

37.9

50.7

54.3

62.1

71.4

Min Trung (n=140)

1.0

0.2

28.5

32.9

37.4

42.7

51.4

57.7

60.2

70.5

Min Nam (n=508)

Hnh 13: nh hng ca qung co v Vng Min (n=1018)

6. nh hng ca qung co [4] Yu t Gip bit thm thng tin chi tit v nhn hiu c tc ng c bit n nhm T 30 tui tr ln.



Gip bit thm thng tin chi tit v nhn hiu v Lm quan tm n nhn hiu l 2 yu t c nh hng n tui T 30

tui tr ln nhiu hn khi so vi 2 tui nghin cu cn li.

1.4

0.2

27.2

28.6

38.0

43.8

49.3

54.6

60.3

66.3

Khng c nh hng no c bit

Khc


Lm tip tc mua v s dng nhn hiu


Lm nh li nhn hiu

Gip bit n nhn hiu ln u tin

Lm bit thm v hnh nh / tng quan nhn hiu

Lm quan tm n nhn hiu

Gip bit thm thng tin chi tit v nhn hiu

18 - 24 tui (n=489)

1.1

0.0

35.8

28.8

34.7

34.0

49.8

55.4

58.2

67.0

25 - 29 tui (n=285)

1.2

0.8

36.5

32.0

36.9

47.1

51.2

63.1

65.2

79.5

30 tui tr ln (n=244)

Hnh 14: nh hng ca qung co v tui (n=1018)

7. Pa n / p phch qung co C n 80.9% ngi gn y thy c cc pa n / p phch n tng v phn ln l ti Siu th (66.1%).

Q. Vui lng cho bit thi gian gn y bn c nh / n tng pa-n / p phch qung co no hay khng? [SA]

Q. Vui lng cho bit pa-n / p phch qung co m bn nh / n tng u? [MA] VT: %

C 100 ngi c hi th c n gn 81 ngi cho bit c n tng n pa n / p phch trong thi gian gn y. a im thy

cc pa n / p phch ny a s l ti Siu th n 66.1%, a im tip theo l Trn ng i lm (50.6%).

2.4

16.7

80.9

n tng pa n / p phch

Hnh 15. Gn y c n tng vi pa n / p phch

C

Khng nh

Khng

C (n=824)

0.2

22.7

24.6

24.6

25.5

32.3

33.9

38.1

50.6

66.1

Khc

Trn xe bus

Bin hiu ti nh hng / khch sn

Qung co ti thang my

Gn ni ti c tr

Trm xe bus

Ti cc ca hng / qun n

Ti a im ti thng n

Trn ng i lm

Qung co ti siu th

Hnh 16. a im thy pa n / p phch (n=824)

8. Yu t ca qung co to s ch [1] Yu t mt qung co thu ht s ch nht t ngi tiu dng l Sn phm qung co c cht lng tt.

Q. Vui lng cho bit qung co nh th no lm bn ch n? [Type number of answer] VT: %

T l phn trm cho yu t ny l 52.6%. ng v tr th 2 l Thy lin quan n bn thn mnh (20.8%). Cui cng, Ph hp

vi vn ha Vit Nam l yu t c ch th 3 trong mt qung co vi 15.5% ngi la chn.

0.0

1.0

1.7

2.1

2.5

2.9

3.8

6.5

12.2

14.8

52.6

Khc

Gi phi cao

C chuyn gia trong ngnh gp mt vo QC

Ph hp vi vn ha Vit Nam

C ngi ni ting tham gia qung co

Qung co c pht i pht li nhiu ln

Sn phm qung co ca cng ty ln

Slogan / khu hiu trong qung co hay / th v

Ni dung hp dn / th v

Thy lin quan n bn thn mnh

Sn phm qung co c cht lng tt

Ch nht

0.2

4.2

5.2

6.0

5.1

4.3

10.8

11.9

19.5

20.8

11.9

Ch th 2

0.6

1.4

6.4

15.5

5.2

10.1

9.0

13.2

15.1

13.8

9.7

Ch th 3

Hnh 17: Yu t ca qung co to s ch (n=1018)

8. Yu t ca qung co to s ch [2] Nu tnh n s ch chung khng phn bit th t th yu t Sn phm qung co c cht lng tt c

nhiu ngi chn la nht vi 74.2%.

Q. Vui lng cho bit qung co nh th no lm bn ch n? [Type number of answer] VT: %

Tip theo l Thy lin quan n bn thn mnh (49.4%) v Ni dung hp dn / th v (46.9%).

74.2

49.4 46.9

31.5

23.7 23.6

17.4 13.3 12.8

6.6 0.8

Sn phm qung co

c cht lng tt

Thy lin quan n bn thn

mnh

Ni dung hp dn /

th v

Slogan /

khu hiu trong qung

co hay /

th v

Sn phm qung co ca cng ty

ln

Ph hp vi vn ha Vit

Nam

Qung co c pht i

pht li nhiu ln

C chuyn

gia trong

ngnh gp

mt vo qung co

C ngi ni ting tham gia

qung co

Gi phi cao Khc

Hnh 18: Cc yu t gy ch n qung co (n=1810)

8. Yu t ca qung co to s ch [3] C nam v n u b thu ht bi cc qung co ca Sn phm c cht lng tt.

Q. Vui lng cho bit qung co nh th no lm bn ch n? [Type number of answer]


Qung co ca Sn phm c cht lng tt c thu ht nhiu nht c nam v n. Tuy nhin, nam gii li quan tm yu t

ny cao hn n. Trong khi , ngi n li ch n vn Thy lin quan n bn thn mnh v Ni dung hp dn / th v

hn so vi nam.

76.7

48.0 44.4

30.3 27.9

25.5

15.1 14.5 11.0

6.2

0.4

71.7

50.8 49.2

32.7

19.6 21.7 19.6

12.1 14.4

6.9 1.2

Sn phm qung co c

cht lng tt

Thy lin quan n bn thn

mnh

Ni dung hp dn / th

v

Slogan /

khu hiu trong qung co hay / th

v

Sn phm qung co ca cng ty

ln

Ph hp vi vn ha Vit

Nam

Qung co c pht i

pht li nhiu ln

C chuyn

gia trong

ngnh gp

mt vo qung co

C ngi ni ting tham gia qung

co

Gi phi cao Khc

Hnh 19: Gii tnh v cc yu t gy ch n qung co (n=1810)

Nam (n=498) N (n=520)

8. Yu t ca qung co to s ch [4] Gia 3 vng min u nh gi Sn phm qung co c cht lng tt s thu ht h hn.



Sn phm qung co c cht lng tt thu ht c s ch ca ngi tiu dng c 3 min. Ngoi ra, yu t Thy lin

quan n bn thn c ngi Min Bc v Min Trung quan tm. Trong khi , ngi c nghin cu khu vc Min

Nam li ch nhiu hn n yu t Ni dung ca qung co hp dn / th v.

0.8

4.6

11.6

12.7

18.1

21.9

23.8

31.1

47.6

53.2

74.6

Khc

Gi phi cao


C chuyn gia trong ngnh gp mt vo qung








Min Bc (n=370)

7.1

13.6

17.1

16.4

24.3

26.4

30.7

35.7

51.4

77.1

Min Trung (n=140)

1.0

7.9

13.4

12.6

17.1

24.8

22.6

32.1

49.4

46.1

73.0

Min Nam (n=508)

Hnh 20: Vng min v yu t to s ch ca qung co

8. Yu t ca qung co to s ch [5] Sn phm qung co c cht lng tt c ch tt c cc tui. Tuy nhin, ngi 25 29 tui c t l

quan tm cao nht ln n 78.6%.



Trong khi , nhm tui t 18 24 b thu ht kh nhiu vi cc qung co c Slogan / khu hiu trong qung co hay / th v.

Ngc li, cc i tng T 30 tui tr ln d cun ht vi cc qung co Ph hp vi vn ha Vit Nam v C chuyn gia

trong ngnh gp mt vo qung co hn cc nhm tui cn li.

1.2

5.7

12.3

15.1

17.2

20.2

27.6

34.2

46.6

48.1

71.8

Khc

Gi phi cao

C chuyn gia trong ngnh gp mt vo









18 - 24 tui (n=489)

7.7

11.6

11.2

16.5

25.6

20.4

29.1

46.3

52.3

78.6

25 - 29 tui (n=285)

0.0

7.0

17.2

9.8

18.9

27.9

19.7

29.1

48.0

48.8

73.8


Hnh 21: tui v yu t to s ch ca qung co

9. Hnh thc qung co thu ht / tc ng [1] So vi cc hnh thc khc th Qung co ng, c nh hng / tc ng n ngi xem thu ht hn c.

Q. Vui lng cho bit hnh thc qung co nh th no thu ht / tc ng ln n bn? [MA] VT: %

Ngoi Qung co ng, c nh hng / tc ng n ngi xem thu ht nht (34.5%), th hnh thc Li ni km hnh nh

v Hnh nh miu t 1 cu chuyn cng thu ht c nhiu s ch ca ngi tiu dng.

Qung co ng, c nh hng / tc ng

n ngi xem 34.5%

Li ni km hnh nh 25.0%

Hnh nh miu t 1 cu chuyn

19.1%

Li ni km m thanh 15.8%

Ch hnh nh / li in trn giy

5.4%

Khc

0.2%

Hnh 22: Hnh thc qung co (n= 1018)

9. Hnh thc qung co thu ht / tc ng [2] Qung co ng c nh hng / tc ng n ngi xem u thu ht s quan tm nhiu nht c nam v

n.

Q. Vui lng cho bit hnh thc qung co nh th no thu ht / tc ng ln n bn? [MA]


Nam v n c nghin cu c tm l kh ging nhau khi xem qung co. C th l u quan tm n nhng Qung co ng

c nh hng / tc ng n ngi xem, tip theo l Li ni km hnh nh.

Qung co ng, c nh hng / tc

ng n ngi xem

Li ni km hnh nh

Hnh nh miu t 1 cu

chuyn

Li ni km m thanh

Ch nhng hnh nh / li in trn

giy Khc

Nam (n=498) 78.3 56.6 43.0 36.9 15.7 0.6

N (n=520) 80.0 58.1 44.6 35.4 9.2 0.4

0.0

20.0

40.0

60.0

80.0

100.0

Hnh 22: Gii tnh v hnh thc qung co thu ht (n=1018)

9. Hnh thc qung co thu ht / tc ng [3] Hnh thc qung co thu ht s ch ca ngi dn c 3 min l Qung co ng, c nh hng / tc ng

n ngi xem.



Ngoi cc Qung co ng, c nh hng / tc ng n ngi xem th Li ni km hnh nh l hnh thc thu ht tip theo.

Trong , ngi Min Nam b thu ht nhiu hn bi hnh thc qung co ny (58.1%).

Min Bc (n=370)

Min Trung (n=140)

Min Nam (n=508)

Qung co ng, c nh hng / tc ng n ngi xem

80.0 80.7 78.1

Li ni km hnh nh 56.2 57.9 58.1

Hnh nh miu t 1 cu chuyn 44.3 46.4 42.7

Li ni km m thanh 34.3 37.1 37.2

Ch nhng hnh nh / li in trn giy 7.3 10.7 16.5

Khc 0.3 0.7 0.6

0.0

20.0

40.0

60.0

80.0

100.0

Hnh 23: Vng min v Hnh thc qung co thu ht (n=1018)

9. Hnh thc qung co thu ht / tc ng [4] Hnh thc qung co Li ni km hnh nh c tc ng kh nhiu n nhm T 30 tui tr ln.



Sau hnh thc Qung co ng, c nh hng / tc ng n ngi xem tt c cc tui, th hnh thc qung co Li ni

km hnh nh thu ht nhm T 30 tui tr ln nhiu hn so vi 2 nhm cn li, chim t l l 63.9%.

0.8

11.7

37.4

46.6

56.4

76.9

Khc

Ch nhng hnh nh / li in trn giy

Li ni km m thanh

Hnh nh miu t 1 cu chuyn

Li ni km hnh nh

Qung co ng, c nh hng / tc ng n ngi xem

18 - 24 tui (n=489)

0.4

12.3

33.3

40.7

53.3

81.8

25 - 29 tui (n=285)

0.0

13.9

36.9

41.8

63.9

80.7


Hnh 24: tui v hnh thc qung co thu ht (n=1018)

10. Yu t tin vo on qung co [1] C n 73.9% ngi c hi cho bit tin vo on qung co khi da vo Uy tn ca cng ty sn xut.

Q. Vui lng cho bit bn tin vo mt on qung co da vo cc yu t no sau y? [MA] VT: %

Uy tn ca cng ty sn xut l yu t lm tin tng vo on qung co nhiu nht (73.9%). Cc yu t c ch tip theo l

Ni bt c tnh nng ca sn phm v Cm thy lin quan n bn thn, chim t l ln lt l 67.8% v 49.4%.

73.9

67.8

49.4

43.7

36.1 31.5

24.8

0.4

Uy tn ca cng ty sn xut

Ni bt c tnh nng ca

sn phm

Cm thy lin quan n bn

thn

Cm thy thch th khi c

dng sn phm / dch v

C ng lc mun th n cho

bn thn

Cm thy thch n

Tin vo kin / sng kin da trn l thuyt

ca n

Khc

Hnh 25: Yu t tin vo qung co (n=1018)

10. Yu t tin vo on qung co [2] Trn 70% kin nam, n cho rng Uy tn ca cng ty sn xut l yu t gip tin vo cc on qung co.

Q. Vui lng cho bit bn tin vo mt on qung co da vo cc yu t no sau y? [MA]


Trong khi nhm n lu n yu t Uy tn ca cng ty sn xut nhiu hn (75.2%), th nhm nam li ch n yu t Ni bt

c tnh nng ca sn phm (68.9%).

72.5 68.9

47.2 45.2

36.1 32.3 30.3

0.8

75.2

66.7

51.5

42.3

36.2 30.8

19.4

0.0


Ni bt c tnh nng ca

sn phm

Cm thy lin quan n bn

thn

Cm thy thch th khi c

dng sn phm / dch v

C ng lc mun th n cho

bn thn

Cm thy thch n

Tin vo kin / sng kin da trn l thuyt

ca n

Khc

Hnh 26: Gii tnh v Yu t tin vo on qung co (n=1018)

Nam (n=498) N (n=520)

10. Yu t tin vo on qung co [3] Yu t Ni bt c tnh nng ca sn phm c p vin khu vc Min Trung ch kh nhiu.



Sau Uy tn ca cng ty sn xut th Ni bt c tnh nng ca sn phm cng c rt nhiu ngi cho rng l yu t tin

vo on qung co. c bit, p vin khu vc Min Trung ch n yu t ny kh nhiu, chim n 72.9%.

0.0

22.7

32.4

35.1

44.6

50.8

68.4

71.9

Khc

Tin vo kin / sng kin da trn l thuyt ca n

Cm thy thch n

C ng lc mun th n cho bn thn

Cm thy thch th khi c dng sn phm / dch v

Cm thy lin quan n bn thn

Ni bt c tnh nng ca sn phm


Min Bc (n=370)

1.4

30.0

29.3

40.7

45.0

59.3

72.9

77.1

Min Trung (n=140)

0.4

24.8

31.5

35.6

42.7

45.7

65.9

74.4

Min Nam (n=508)

Hnh 27: Vng min v Yu t tin vo on qung co (n=1018)

10. Yu t tin vo on qung co [4] Nhm T 30 tui tr ln ch c bit n vic lm Ni bt c tnh nng ca sn phm (76.2%).



Uy tn ca cng ty sn xut vn l yu t hng u ngi tiu dng tt c cc tui tin vo mt on qung co. Tip n

l yu t Ni bt c tnh nng ca sn phm cng chim c t l cao c 3 tui nhng nht l i vi nhm T 30

tui tr ln, chim n 76.2%.

0.6

25.6

33.9

37.8

43.4

46.8

63.2

72.4

Khc

Tin vo kin / sng kin da trn l thuyt ca n

Cm thy thch n

C ng lc mun th n cho bn thn

Cm thy thch th khi c dng sn phm / dch v

Cm thy lin quan n bn thn

Ni bt c tnh nng ca sn phm


18 - 24 tui (n=489)

0.4

23.2

29.1

33.7

40.4

52.6

68.4

74.7

25 - 29 tui (n=285)

0.0

25.0

29.5

35.7

48.4

50.8

76.2

75.8


Hnh 28: tui v yu t tin vo on qung co (n=1018)

11. nh gi cc qung co hin nay [1] C n 75.8% ngi c nghin cu nhn nh Qung co l vic cn thit pht trin nn kinh t.

Q. Vui lng cho bit mc ng ca bn v vic qung co hin nay Vit Nam? [Matrix SA] VT: %

C 100 ngi c hi th c n gn 76 ngi cho rng hin ti Qung co l vic cn thit pht trin nn kinh t. Cng

hn 1 na ngi c nghin cu ng Qung co hin nay thng khng thc t / c tnh cht phng i. Ch mt s t

ngi nh gi Qung co c lm phin n bn thn chim 23.4%.

2.7

5.5

2.7

3.7

2.2

21.7

27.5

19.8

10.5

2.4

52.2

44.6

35.0

29.4

19.6

20.3

18.4

32.1

39.7

55.8

3.1

4.0

10.4

16.7

20.0

Hin ti qung co lm phin n bn thn ti

Cc qung co theo phong cch nc ngoi khng ph hp vi ngi Vit Nam

Hin ti c qu nhiu qung co l s lng ph tin bc

Qung co thng khng thc t / c tnh cht phng i

Qung co l vic cn thit pht trin nn kinh t

Hnh 29: nh gi cc qung co hin nay (n=1018)

Rt khng ng Khng ng Bnh thng

ng Rt ng im TB

3.89

3.55

3.28

2.88

3.00

11. nh gi cc qung co hin nay [2] Phn ln nam v n u nhn nh rng Qung co l vic cn thit pht trin nn kinh t.

Q. Vui lng cho bit mc ng ca bn v vic qung co hin nay Vit Nam? [Matrix SA]


Trong khi p vin n ng kh cao vi nhn nh Hin ti c qu nhiu qung co l s lng ph tin bc (3.35 im)

th nam li cho im cao hn n yu t Hin ti qung co lm phin bn thn ti vi 3.08 im.

Nam (n=498) N (n=520)

Qung co l vic cn thit pht trin

nn kinh t3.91 3.88

Qung co thng khng thc t / c

tnh cht phng i3.51 3.59

Hin ti c qu nhiu qung co l s

lng ph tin bc3.20 3.35

Hin ti qung co lm phin n bn

thn ti3.08 2.92

Qung co theo phong cch nc ngoi

khng ph hp vi ngi Vit Nam2.89 2.87

Hnh 30. Gii tnh v nh gi cc qung co hin nay (n=1018)

1 Rt khng ng , 2 Khng ng , 3 Bnh thng,

4 ng , 5 Rt ng

11. nh gi cc qung co hin nay [3] Ngi c nghin cu c 3 min u nh gi cao v yu t Qung co l vic cn thit pht trin nn

kinh t.



Ngoi yu t Qung co l vic cn thit pht trin nn kinh t u c nhiu ngi c 3 min nh gi cao, th Qung

co thng khng thc t / c tnh cht phng i li c nhiu ngi Min Nam ng . Trong khi , p vin Min

Bc li ng tnh hn vi kin cho rng Hin ti c qu nhiu qung co l s lng ph tin bc t 3.31 im.


Qung co l vic cn thit pht

trin nn kinh t3.88 3.82 3.92


tnh cht phng i3.49 3.54 3.60

Hin ti c qu nhiu qung co l

s lng ph tin bc3.31 3.23 3.27


thn ti3.02 2.99 2.98


khng ph hp vi ngi Vit Nam2.78 2.88 2.95

Hnh 31. Vng min v nh gi cc qung co hin nay (n=1018)


4 ng , 5 Rt ng

11. nh gi cc qung co hin nay [4] Tt c nhm tui c nghin cu u cho rng qung co l vic cn thit pht trin kinh t.



Yu t Qung co l vic cn thit pht trin nn kinh t, c nh gi cao bi tt c cc p vin cc tui nghin

cu. Trong , ngi T 30 tui tr ln nh gi cao nht v yu t ny, vi s im l 3.98. Bn cnh , Qung co thng

khng thc t / c tnh cht phng i v Hin ti c qu nhiu qung co l s lng ph c ngi tui 18 24 ng

tnh nhiu hn 2 tui cn li.

18 - 24 tui (n=489) 25 - 29 tui (n=285)T 30 tui tr ln

(n=244)

Qung co l vic cn thit pht

trin nn kinh t3.84 3.90 3.98


tnh cht phng i3.64 3.47 3.47

Hin ti c qu nhiu qung co l

s lng ph tin bc3.33 3.20 3.26


thn ti3.05 2.94 2.95


khng ph hp vi ngi Vit Nam2.90 2.86 2.85

Hnh 31. tui v nh gi cc qung co hin nay (n=1018)


4 ng , 5 Rt ng

12. Mc thng xuyn xem cc on qung co [1] Hn 2/3 ngi c nghin cu cho bit thng xuyn xem cc on qung co.

Q. Vui lng cho bit mc thng xuyn xem cc on qung co ca bn? [SA]


C 100 ngi c hi th c n 56 ngi Thng xuyn xem cc on qung co. Nu tnh mc thng xuyn ni chung

(Rt thng xuyn + Thng xuyn) th s ngi thng xem ln n 72.4%. Trong , gii tnh khng nh hng qu nhiu

n mc thng xuyn xem qung co ca ngi c nghin cu.

26.0 26.7 25.4

56.0 56.2 55.8

16.4 15.3 17.5

Tng (n=1018) Nam (n=498) N (n=520)

Hnh 32: Mc thng xuyn xem on qung co (n=1018)

Rt thng xuyn

Thng xuyn

Thnh thong

Him khi

Rt him khi

12. Mc thng xuyn xem cc on qung co [2] Gn nh ngi dn khu vc Min Nam u xem cc on qung co t mc Thnh thong tr ln.



Nhn chung, mc thng xuyn xem cc on qung co cc vng min c nghin cu kh tng ng. Mc Thng

xuyn xem qung co l ph bin nht.

26.5 25.0 26.0

54.1 56.4 57.3

17.6 15.0 15.9


Hnh 33: Vng min Mc thng xuyn xem on qung co (n=1018)

Rt thng xuyn

Thng xuyn

Thnh thong

Him khi

Rt him khi

12. Mc thng xuyn xem cc on qung co [3] Nhm 25 29 tui c mc (Rt thng xuyn + Thng xuyn) xem cc on qung co kh cao, chim

n 76.9%.



a phn tt c cc tui c nghin cu u theo di cc on qung co kh thng xuyn. Trong , nhm 25 29 tui c

mc thng xuyn ni chung (Rt thng xuyn + Thng xuyn) cao hn so vi 2 nhm tui cn li, chim n 76.9%.

26.6 22.1

29.5

52.8 60.4 57.4

18.2 16.5 12.7


Hnh 34: tui v Mc thng xuyn xem on qung co (n=1018)

Rt thng xuyn

Thng xuyn

Thnh thong

Him khi

Rt him khi

13. Kha cnh quan trng vi on qung co [1] Thng ip qung co mang li l yu t quan trng nht trong cc on qung co, chim n 80.5% ngi

la chn.

Q. Vui lng cho bit vi nhng on qung co, kha cnh no bn cho l quan trng? [MA] VT: %

Yu t c nh gi cao tip theo l Ni dung qung co (76.7%). Ngc li, yu t Ngi mu t c ch trng khi nh

gi on qung co, ch chim 14.1%.

80.5 76.7

32.3 27.7

25.3

16.6 14.1

0.7

Thng ip qung co mang li

Ni dung qung co

Cc ch thch /

dn gii trong qung co

Bi cnh / Phong cnh

m thanh Thi lng qung co

Ngi mu Khc

Hnh 35: Kha cnh quan trng i vi on qung co (n=1018)

13. Kha cnh quan trng vi on qung co [2] Cc ch thch / dn gii trong qung co c nhm nam nh gi cao hn so vi n.

Q. Vui lng cho bit vi nhng on qung co, kha cnh no bn cho l quan trng? [MA]


Thng ip qung co mang li v Ni dung qung co l 2 yu t u c c nam v n nh gi cao i vi on qung

co. Trong khi , yu t Cc ch thch / dn gii trong qung co c nhm nam nh gi cao so vi nhm n (t l so snh

l 36.9% v 27.9%).

80.9 77.7

36.9

26.9 25.5

17.5 14.7

1.2

80.0 75.8

27.9 28.5 25.2

15.8 13.7

0.2

Thng ip qung co mang

li

Ni dung qung co

Cc ch thch /

dn gii trong qung co

Bi cnh / Phong cnh

m thanh Thi lng qung co

Ngi mu Khc

Hnh 36: Kha cnh quan trng i vi on qung co

Nam (n=498) N (n=520)

Phn II. Khuyn mi

14. Mc quan tm n chng trnh khuyn mi [1] C 100 ngi c hi th gn n 83 ngi cho bit c quan tm n cc chng trnh khuyn mi.

Q. Vui lng cho bit mc ch n cc chng trnh khuyn mi sn phm ca bn? [SA] VT: %

n 82.5% trong tng ngi c phng vn cho bit c quan tm n cc chng trnh khuyn mi ni chung (Rt quan tm +

Quan tm). Bn cnh , cng c khong 6.3% khng b hp dn bi cc chng trnh khuyn mi (Rt khng quan tm +

Khng quan tm).

25.6%

56.9%

11.3%

2.1%

4.2%

Hnh 40: Mc quan tm n cc chng trnh khuyn mi (n=1064)

Rt quan tm

Quan tm

Bnh thng

Khng quan tm

Rt khng quan tm

14. Mc quan tm n chng trnh khuyn mi [2] Nhm n c mc quan tm ni chung n cc chng trnh khuyn mi c phn cao hn nhm nam.

Q. Vui lng cho bit mc ch n cc chng trnh khuyn mi sn phm ca bn? [SA]


Nhn chung, mc quan tm ca nhm n cao hn nhm nam. C th l 85.3% n gii (Rt quan tm + Quan tm) n cc

chng trnh khuyn mi. Trong khi , ch s ny nam ch chim 79.5%.

13.7 8.9

58.9

54.9

20.6 30.4

Nam (n=525) N (n=539)

Hnh 41: Gii tnh v Mc quan tm n cc chng trnh khuyn mi (n=1064)

Rt quan tm

Quan tm

Bnh thng

Khng quan tm

Rt khng quan tm

14. Mc quan tm n chng trnh khuyn mi [3] C n 32.4% ngi c nghin cu Min Trung Rt quan tm n cc chng trnh qung co.



Mc quan tm n cc chng trnh qung co ni chung (Rt quan tm + Quan tm) tt c cc vng min c t l gn

bng nhau, chim khong trn 80%. c bit, khu vc Min Trung c n 32.4% ngi cho bit Rt quan tm n cc

chng trnh khuyn mi.

10.6 14.9 10.7

59.2 49.3

57.3

23.6 32.4

25.0


Hnh 42: Vng min v Mc quan tm n cc chng trnh khuyn mi (n=1064)

Rt quan tm

Quan tm

Bnh thng

Khng quan tm

Rt khng quan tm

14. Mc quan tm n chng trnh khuyn mi [4] Ch c khong 19.5% ngi nhm T 30 tui tr ln Rt quan tm n cc chng trnh khuyn mi.



Nhn chung, mc quan tm n cc chng trnh khuyn mi cc tui nghin cu kh ng u.

11.9 10.3 11.2

53.9 56.8

62.9

27.1 28.1 19.5


Hnh 43: tui v Mc quan tm n cc chng trnh khuyn mi (n=1064)

Rt quan tm

Quan tm

Bnh thng

Khng quan tm

Rt khng quan tm

15. Ngun tm kim thng tin khuyn mi [1] Bo mng l ngun c ngi tiu dng tm kim thng tin khuyn mi nhiu nht, chim 71.5%.

Q. Vui lng cho bit bn thng tm kim cc thng tin khuyn mi t cc ngun no sau y? [MA] VT: %

C n 99.7% ngi trong nhm ny c tm kim cc thng tin khuyn mi cc ngun khc nhau. Trong , Bo mng, Trang

web bn hng trc tuyn v Tivi l 3 knh c ch nhiu nht, chim t l ln lt l 71.5%, 68.2% v 64.7%.

71.5 68.2

64.7 59.9

51.9

44.1 42.5

35.7 32.7

14.1

0.7 0.3

Bo mng Trang web bn hng

trc tuyn

Tivi Trang web

ngoi bo

mng v bn hng

trc tuyn

Bn b / ng

nghip

T ri Bo / Tp ch giy

Ngi thn trong gia

nh

Cc qung co ngoi

tri

Radio Khc Him khi tm thng

tin khuyn mi

Hnh 44: Ngun tm kim thng tin khuyn mi (n=998)

15. Ngun tm kim thng tin khuyn mi [2] Bo mng v Trang web bn hng trc tuyn l 2 ngun thng tin c ngi n tm kim nhiu tng ng

nhau.

Q. Vui lng cho bit bn thng tm kim cc thng tin khuyn mi t cc ngun no sau y? [MA]


Bo mng vn l ngun tm kim thng tin khuyn mi c c nam v n theo di nhiu nht. V tr k tip l Trang web bn

hng trc tuyn. Mt im ch l n nhn c thng tin t Bn b / ng nghip nhiu hn so vi nam gii.

0.2

0.4

17.2

32.5

34.2

41.9

44.8

45.8

60.5

66.3

69.1

75.3

Him khi tm thng tin khuyn mi

Khc

Radio

Ngi thn trong gia nh

Cc qung co ngoi tri

T ri

Bo / Tp ch giy

Bn b / ng nghip

Trang web ngoi bo mng / bn hng trc tuyn

Tivi

Trang web bn hng trc tuyn

Bo mng

Nam (n=489)

0.4

1.0

11.2

38.8

31.3

46.3

40.4

57.7

59.3

63.2

67.3

67.9

N (n=508)

Hnh 45: Gii tnh v ngun tm kim thng tin khuyn mi (998)

15. Ngun tm kim thng tin khuyn mi [3] Bo mng vn l ngun c ngi dn c 3 min tra cu thng tin khuyn mi nhiu nht.



Bo mng, Trang web, Tivi vn l cc knh tm kim thng tin khuyn mi nhiu nht ca c ngi dn 3 min. Bn cnh ,

i vi ngun thng tin Bo / tp ch giy li c ngi dn Min Nam tra cu thng tin khuyn mi nhiu hn so vi 2 min

cn li.

0.3

0.3

16.7

30.3

31.4

35.6

40.6

55.8

62.2

64.7

69.2

73.1


Khc

Radio

Bo / Tp ch giy

Cc qung co ngoi tri


T ri

Bn b / ng nghip

Trang web ngoi bo mng v bn hng trc tuyn

Tivi


Bo mng

Min Bc (n=360)

0.7

0.7

12.6

37.1

31.5

34.3

49.7

51.0

59.4

63.6

67.8

75.5

Min Trung (n=143)

0.2

1.0

12.8

53.0

34.0

36.2

45.1

49.2

58.3

65.0

67.6

69.2

Min Nam (n=494)

Hnh 46: Vng min v Ngun tm kim thng tin khuyn mi (n=998)

15. Ngun tm kim thng tin khuyn mi [4] Bo mng, Trang web bn hng trc tuyn v Tivi u c ngi T 30 tui tr ln tra cu rt nhiu, t l

u trn 70%.



Ngoi Bo mng c nhiu ngi cc tui tm kim thng tin khuyn mi, th Trang web bn hng trc tuyn v Tivi l

2 knh a dng ha ngun tm kim ca h tip theo, nht l ngi tui T 30 tr ln.

0.4

0.4

13.4

31.6

33.3

38.2

44.6

50.8

58.1

59.7

68.2

70.7


Khc

Radio

Cc qung co ngoi tri


Bo / Tp ch giy

T ri

Bn b / ng nghip

Trang web ngoi bo mng v bn hng trc tuyn

Tivi


Bo mng

18 - 24 tui (n=484)

0.4

0.7

15.8

30.9

37.4

44.2

41.4

56.8

63.3

68.3

66.2

69.4

25 - 29 tui (n=278)

0.0

1.3

13.6

37.0

38.7

49.4

46.4

48.1

59.6

70.6

70.6

75.7


Hnh 47: tui v Ngun tm kim thng tin khuyn mi (n=998)

16. nh mua khi bit tin khuyn mi [1] Gn mt na s ngi c kho st cho bit Thng xuyn c nh mua sn phm khi bit c thng tin

khuyn mi.

Q. Vui lng cho bit bn c thng ny ra nh mua mt sn phm khi bit c thng tin khuyn mi ca sn phm khng? [SA] VT: %

Vi nh mua sn phm khi bit thng tin khuyn mi t mc Thng xuyn tr ln chim n 62.2%. Cn s ngi ch

Him khi hoc Khng bao gi c nh mua hng khuyn mi ch chim s lng rt thp vi 1.7%.

12.5 49.7 36.0 1.7 Tng

Hnh 48: nh mua khi bit c thng tin qung co (n=997)


16. nh mua khi bit tin khuyn mi [2] N gii c nh mua sn phm khi bit thng tin khuyn mi mc Thng xuyn tr ln cao hn nam vi

t l ln lt l 63.8% v 60.8%.

Q. Vui lng cho bit bn c thng ny ra nh mua mt sn phm khi bit c thng tin khuyn mi ca sn phm khng? [SA]


C 100 ngi n c kho st th c n gn 52 ngi Thng xuyn c nh mua sn phm khi bit c thng tin khuyn

mi. Trong khi , nam gii ch chim khong 48 ngi.

12.0

13.1

51.8

47.7

34.8

37.2

1.4

2.0

N (n=508)

Nam (n=489)

Hnh 49: Gii tnh v nh mua khi bit c thng tin khuyn mi (n=997)


16. nh mua khi bit tin khuyn mi [3] Mc Thng xuyn tr ln mun mua sn phm khi c khuyn mi tng tng nhau gia 3 vng min

(xp x 60.0%)



Trong khi , c ti 18.2% p vin ti Min Trung Rt thng xuyn mua sn phm khi c khuyn mi. Ngc li ch c

khong 11% p vin ti Min Bc v Min Nam mua hng khuyn mi ti mc ny.

11.1

18.2

11.9

49.7

45.5

51.0

37.2

33.6

35.8

2.0

2.8

1.2

Min Bc (n=360)

Min Trung (n=143)

Min Nam (n=494)

Hnh 50: Vng min v nh mua khi bit c thng tin khuyn mi (n=997)


16. nh mua khi bit tin khuyn mi [4] n 55.0% ngi tui 25 29 Thng xuyn c nh mua sn phm khuyn mi.



Nhm 25 29 tui c nh mua sn phm khi bit thng tin khuyn mi thng xuyn hn so vi 2 nhm tui cn li, chim

66.2% (Rt thng xuyn + Thng xuyn). Nhng nhm Rt thng xuyn ny ra nh mua li l 18 24 tui vi 14.0%.

14.0

11.2

11.1

47.5

55.0

48.1

36.6

32.0

39.6

1.9

1.8

1.3

18 - 24 tui (n=484)

25 - 29 tui (n=278)


Hnh 51: tui v nh mua khi bit c thng tin khuyn mi (n=997)


17. Hnh thc khuyn mi [1] Gim gi hng bn l hnh thc khuyn mi c nhiu ngi nh gi l Rt hp dn, chim 23.3%.

Q. Vui lng cho bit nh gi ca bn v cc hnh thc khuyn mi sau y? [Matrix SA] VT: %

1.6

2.8

16.4

14.3

2.7

4.1

2.3

27.3

24.8

13.9

14.9

10.6

46.2

47.1

67.4

63.1

63.1

8.4

10.9

15.9

17.5

23.3

Tch im i qu

Bc thm trng thng

Qu tng km thm

Tng s lng / khi lng gi nguyn gi

Gim gi hng bn

Hnh 52: Hnh thc khuyn mi (n=997)

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

C 10 ngi c kho st th c hn 86 ngi cho rng hnh thc Gim gi hng bn hp dn vi h (Hp dn + Rt hp

dn). Hnh thc c nh gi tt tip theo l Qu tng km thm (83.4%) v Tng s lng / khi lng gi nguyn gi

(80.6%). Ngc li, hnh thc Tch im i qu ch c 54.6% cho rng hp dn.

im TB

5.68

5.45

5.55

4.73

4.66

17. Hnh thc khuyn mi [2] Nhm nam c nghin cu yu thch hnh thc Bc thm trng thng hn so vi n.

Q. Vui lng cho bit nh gi ca bn v cc hnh thc khuyn mi sau y? [Matrix SA]


Chng trnh Gim gi hng bn c c nam v n yu thch nht chim s im ln lt l 4.04 v 4.08. Tip sau l hnh

thc Qu tng km thm, Tng s lng / khi lng gi nguyn gi bn cng u c c 2 nhm yu thch. Tuy nhin,

nhm nam c xu hng quan tm hn so vi n hnh thc Bc thm trng thng vi s im ln lt l 3.60 v 3.39.

Gim gi hng bn

Qu tng km thm

Tng s lng / khi lng gi

nguyn gi

Bc thm trng thng

Tch im i qu

Nam (n=489) 4.04 3.96 3.91 3.60 3.41

N (n=508) 4.08 3.97 3.95 3.39 3.45

0.00

1.00

2.00

3.00

4.00

5.00

Hnh 53: Gii tnh v hnh thc khuyn mi (n=997)

1 Hon ton khng hp dn, 2 Khng hp dn, 3 Bnh thng,

4 Hp dn, 5 Hon ton hp dn

17. Hnh thc khuyn mi [3] Ngi dn khu vc Min Trung kh yu thch hnh thc Bc thm trng thng. Trong khi , ngi Min

Nam li yu thch hnh thc Tng s lng / khi lng gi nguyn gi hn.



Gim gi hng bn vn l hnh thc khuyn mi c quan tm nht c 3 vng min nghin cu. Tuy nhin, i vi Min

Trung li cng rt quan tm n hnh thc Bc thm trng thng, cn ngi Min Nam li quan tm hn n dng Tng s

lng / khi lng gi nguyn gi so vi 2 min cn li.

Min Bc (n=360)

Min Trung (n=143)

Min Nam (n=296)

Gim gi hng bn 4.05 3.99 4.15

Qu tng km thm 3.90 3.97 4.02

Tng s lng / khi lng gi nguyn gi 3.85 3.86 4.02

Bc thm trng thng 3.40 3.78 3.34

Tch im i qu 3.33 3.52 3.32

0.00

1.00

2.00

3.00

4.00

5.00

Hnh 54: Vng min v hnh thc khuyn mi (n=997)



17. Hnh thc khuyn mi [4] Khng c qu nhiu s khc bit v cc hnh thc khuyn mi yu thch gia cc tui c nghin cu.



cc tui c nghin cu khng c qu nhiu s khc bit i vi vic yu thch cc hnh thc khuyn mi. i vi nhm

18 24 tui yu thch vi hnh thc Gim gi hng bn v Qu tng km thm u c s im trung bnh kh cao ln lt l

4.07 v 4.00.

18 - 24 tui (n=484)

25 - 29 tui (n=278)

T 30 tui tr ln

(n=235)

Gim gi hng bn 4.07 4.08 4.02

Qu tng km thm 4.00 3.94 3.92

Tng s lng / khi lng gi nguyn gi 3.93 3.93 3.93

Bc thm trng thng 3.49 3.51 3.46

Tch im i qu 3.39 3.50 3.45

0.00

1.00

2.00

3.00

4.00

5.00

Hnh 55: tui v hnh thc khuyn mi (n=997)



18. Nhn xt chung v khuyn mi 73.8% ngi c nghin cu ng rng Cc t khuyn mi l c hi tt mua hng.

Q. Vui lng cho bit mc ng ca bn v vn khuyn mi sau y? [Matrix SA] VT: %

Phn ln ngi c nghin cu ng vi nhn nh Cc dt khuyn mi l c hi tt nht mua hng, chim 73.8%.

Ngc li, kin cho rng Hng ha khuyn mi thng khng m bo cht lng t ngi ng nht ch chim 28.8%

(ng + Rt ng ).

4.3

3.0

0.4

0.6

25.8

18.8

3.4

2.8

41.3

30.5

30.4

22.9

25.3

41.6

55.7

55.1

3.3

6.1

10.1

18.7

Hng ha khuyn mi thng khng m bo cht lng

Hng ha khuyn mi thng khng m bo dch v hu mi

Nhiu mt hng thng t chc khuyn mi ng lot

Cc t khuyn mi l c hi tt nht mua hng

Hnh 56: Nhn xt chung v khuyn mi (n=997)

Hon ton khng ng Khng ng Bnh thng ng Hon ton ng im TB

3.88

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