
2/43

NGHIN CU MARKETING GVHD: TS: ng Th Lin H

MC LCI. GII THIU D N NGHIN CU ..........................................................................4

1. Bi cnh nghin cu .................................................................................................41.1 C hi ...............................................................................................................................4

1.2 Thch thc........................................................................................................................42. Cng ty c phn Bnh ko Kinh .........................................................................43. Sn phm bnh mn AFC ........................................................................................5

II. NI DUNG NGHIN CU ........................................................................................51. Tnh hung qun tr ..................................................................................................52. Vn nghin cu ....................................................................................................63. Mc tiu nghin cu .................................................................................................74. Cu hi nghin cu ...................................................................................................75. Gi thit nghin cu ..................................................................................................86. Phm vi nghin cu ..................................................................................................9

III. K HOCH NGHIN CU ......................................................................................91. Thng tin cn thu thp .............................................................................................9Loi d liu.............................................................................................................................9Phng php thu thp d liu................................................................................................9Phng php chn mu........................................................................................................10Thng tin cn thu thp.........................................................................................................10

2. Thit k d liu ........................................................................................................10Bng cu hi........................................................................................................................102.2 Xy dng thang o..........................................................................................................11

3. D kin kt qu .......................................................................................................134. K hoch trin khai .................................................................................................14

IV. PHN TCH D LIU V KIM NH ...............................................................141. Phn tch d liu .....................................................................................................142. Kim nh gi thuyt ...............................................................................................33

V. KT LUN .................................................................................................................381. Hn ch ca nghin cu .........................................................................................382. Kt lun ....................................................................................................................38

VI. PH LC ..................................................................................................................40

LI M U

Trong bi cnh hi nhp quc t, c bit t khi Vit Nam chnh thc l thnh vin

ca T chc Thng mi Th gii (WTO) th vic nng cao nng lc cnh tranh tr

thnh vn sng cn ca cc doanh nghip. i vi doanh nghip sn xut v kinh

doanh thc phm, ngoi cc vn v qun l cht lng an ton v sinh thc phm, vic

LP: NCMKE_05 NHM: STARS Trang 2


3/43


ci tin nng sut, nng cao cht lng tng kh nng cnh tranh cho doanh nghip l

vn c bit c quan tm. Trong cc doanh nghi p ngnh thc phm Vit Nam

hin nay, Kinh c bit n l thng hiu bnh ko hng u vi hng lot cc

dng nhn hng nh l bnh M, bnh Bng lan, bnh AFC, bnh Trung thu,... cho thy

s a dng trong chng loi mt hng. Trong s cc nhn hng chng ti xin ni tidng bnh AFC - l nhn hng kh ph bin di thng hiu ca Kinh . Vy c

v th ca mt thng hiu hng u nh hm nay th bnh AFC to c du n g

i vi khch hng gp phn to dng nn hnh nh Kinh

T nhng l do trn m d n ''Nghin cu s hi lng ca ngi tiu dng

trn a bn thnh ph Nng vi sn phm bnh mn AFC ca cng ty Bnh ko

Kinh '' ra i.

Bi tp nghin cu ny s khng trnh khi mt s sai st, mong c v cc bn bsung bi c hon thin hn.



4/43


I. GII THIU D N NGHIN CU

1. Bi cnh nghin cu

1.1 C hi

- Nng l mt th trng khng nh ca Kinh v th trng ny l minh chng chos thnh cng ca Kinh ni chung v c th hn l s hi lng ca khch hng ivi sn phm bnh AFC.- Nhu cu v cc mt hng ngy cng nng cao trong c mt hng thc phm c th y l bnh ko, khng nhng v cht lng m cn v chng loi, mu m.- Thu nhp ca ngi dn Nng ph hp tiu dng cc loi mt hng bnh ko t

bnh thng n cao cp.- C nhiu ca hng bn l, siu th ln trn a bn thnh ph.

- Cht lng v mu m ca sn phm bnh ko a dng.1.2 Thch thc

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

- Yu cu v cht lng sn phm v tnh v sinh an ton thc phm ngy cngc coi trng.

2. Cng ty c phn Bnh ko Kinh

Cng ty c phn Bnh ko Kinh c thnh lp t nm 1993, tri qua 17 nm

hnh thnh v pht trin, n nay Kinh tr thnh mt h thng cc cng ty trongngnh thc phm gm: bnh ko, nc gii kht, kem v cc sn phm t sa. Hin nay,Kinh l cng ty sn xut v ch bin bnh ko hng u ti th trng Vit Nam vi 7nm lin tc c ngi tiu dng bnh chn l Hng Vit Nam cht lng cao. Cc mthng chnh ca cng ty gm cc loi bnh, ko v kem. H thng phn phi ca Kinh tri khp 64 tnh v thnh ph vi 150 nh phn phi v gn 40.000 im bn l. Sn

phm ca Kinh c xut khu sang th trng 20 nc trn th gii nh M,Chu u, c, Trung ng, Singapore, i Loan, vi kim ngch xut khu phn u t

10 triu USD vo nm 2003.Cc dng sn phm chnh:

Bnh Cookie

Bnh Snack

Bnh Cracker AFC - Cosy



5/43


Ko S c la

Ko cng v ko mm

Bnh m mn, ngt

Bnh bng lan Bnh kem

Kem Kido's

Bnh Trung Thu Kinh

S c la

3. Sn phm bnhmn AFC

Bnh mn AFC l mt trongnhng dng sn phm chnh ca cng tyc phn Bnh ko Kinh . y l sn

phm cha b t Dng cht Canxi,Vitamin D, E v Cht x, v vy bnhmn AFC rt tt cho sc khe.

Ngoi ra n thm 5 hng vthm ngon hp dn khch hng tha hchn la v thng thc. Nhm nhpkhong 1 2 gi bnh AFC gip np ngay nng lng v dinh dng, xua tan i nhngcn i bt cht n sn sng cho nhng gi lm vic tip theo.

Sn phm bnh mn AFC l loi sn phm tin ch v dinh dng, nn cng tymun gia tng s ngi s dng sn phm v gia tng doanh s. V vy, cng ty phi cnhng chin dch marketing ph hp nh vo khch hng, lm cho khch hng ngycng hi lng hn v s dng sn phm nhiu hn.

II.NI DUNG NGHIN CU1. Tnh hung qun tr

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



6/43


mc nh k hoch, ch khng vt ch tiu ra nh 2-3 nm v trc. V vy, ccnh qun tr Cng ty C phn Kinh k vng cao nhng kt qu tt hn trong nm2011 nhng trc ht h cn nhn nh y cc nguyn nhn bn trong doanh nghipdn n tnh trng doanh s v li nhun cha tng trng mnh v nguyn nhn khch

quan ngoi nh th trng, khch hng...C th l i vi sn phm bnh mn AFC ca Kinh : vi nhp lm vic ca

con ngi nh hin nay th vic b sung y dng cht cho c th cn c quantm hn, yu cu t ra l lm sao vic n ung vn m bo cht nhng li khng tnqu nhiu thi gian. Vic a bnh mn AFC n gn hn vi mi i tng khch hng,p ng tt hn na xu hng tiu dng hin nay l iu m cc nh qun tr Kinh ang hng ti. Nu cc nh qun tr thnh cng trong d n ny hay ni ng hn l cnhng chin dch maketing ph hp th v th cng ty Kinh ni chung v sn phm

AFC ni ring s c ci thien ng k trn trng quc t, v vy nhm STARS quy tnh chn ti nghin cu l ''Nghin cu s hi lng ca ngi tiu dng trn abn thnh ph Nng vi sn phm bnh mn AFC ca cng ty Bnh ko Kinh"

2. Vn nghin cu

''Nghin cu s hi lng ca ngi tiu dng trn a bn thnh ph Nng visn phm bnh mn AFC ca cng ty Bnh ko Kinh "

Trn c s phn tch thun li, kh khn v tnh hung qun tr t ra nh trn,chng ti a ra mt s vn m nhm chng ti nn lm r:

C nn coi vn tng cht lng sn phm l vn quan trng nh qun tra sn phm AFC n gn hn vi ngi tiu dng?

Chin lc maketing nh th no gi c khch hng ca mnh v li koc khch hng ca i th cnh tranh?

Nhn thc vn nghin cu thng qua vic xem xt cc yu t mi trng vphng thc ra quyt nh.

Xem xt cc yu t mi trng

Thng tin trong qu kh: v lng bn, doanh thu, th phn, li nhun, cc cim v nhn khu v li sng

Mc tiu ca quyt nh: do mi tng quan gia vn nghin cu v vn raquyt nh m vic xc nh vn nghin cu i hi phi cn nhc mc tiu ra



7/43


8/43


i vi mi yu t sn phm, gi c, knh phn phi v hnh thc truyn thng c

ng?

H thng phn phi sn phm c nh hng n mc hi lng ca khch hng

hay khng? Nn y mnh hn na knh phn phi v knh truyn thng no?

Khch hng c chn mua li v gii thiu v sn phm hay khng? Hnh vi mua l p

li sn phm c ph thuc vo cc tiu ch ca sn nh cht lng tt, gi tr dinh

dng cao,... v gi c hay khng?

Nhng yu t thay i ca sn phm m khch hng k vng cao l g? C s khc

bit gia mc k vng ca khch hng i vi mi tiu ch thay i ca sn phm

trong tng lai hay khng?

i vi i tng cha s dng sn phm, nguyn nhn l g v liu h c thay iquyt nh hay khng?

5. Gi thit nghin cu Cc tiu ch thuc v sn phm nh cht lng tt, gi tr dinh dng cao,... nh

hng n s hi lng ca khch hng

H thng phn phi sn phm c nh hng quan trng n s hi lng ca khch

hng. Nn ch trng y mnh phn phi nhng a im tin dng theo xu hng tiu

dng nh: siu th, ca hng t p ha; knh truyn thng qua truyn hnh v s truyn

ming l kh quan trng.

Khch hng s mua li v gii thiu v sn phm nu h nh gi cc tiu ch khi

chn mua v s dng sn phm l cao. Hnh vi mua l p li sn phm ph thuc vo cc

tiu ch ca sn nh cht lng tt, gi tr dinh dng cao,... v gi c

Nguyn nhn ch yu l do ngi tiu dng cha bit n sn phm hoc khng c

nhu cu nn phi y mnh knh truyn thng.

C s khc bit gia mc k vng ca khch hng i vi mi tiu ch thay i

ca sn phm trong tng lai.

i tng cha s dng sn phm c th l do h khng c nhu cu, h s s dng

trong tng lai.



9/43


6. Phm vi nghin cu

V gii hn v thi gian v chi ph, nn nhm tin hnh iu tra vi mu l 300ngi trn a bn thnh ph Nng.

a bn thnh ph Nng, y l mt thnh ph nng ng v pht trin l mt th loi mt ng thi cng l mt trong nhng ni tp trung nhiu cc trng i hc,cao ng, trung cp chuyn nghip nhiu nht ca c nc nn lng sinh vin tp trungv y rt nhiu. V vy, y l mt th trng tim nng i vi sn phm bnh mnAFC

III. K HOCH NGHIN CU

1. Thng tin cn thu thp

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

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

a)Ngun th cp

D liu th cp c ly t cc thng tin c sn.

- C th ly t cc bo co v kt qu nghin cu v khch hng ca cng ty, vcc thng tin v sn phm, cc chnh sch marketing ca cng ty trn website

www.kinhdo.vn- Ngoi ra tm thm thng tin trong sch v, bo ch.v phng php nghin cumarketing, cc k hoch marketing mu.

b)Ngun s cp

- y l ngun d liu c thu thp trc tip t i tng nghin cu, l ngidn TP. Nng. Thng qua vic quan st hnh vi ca khch hng khi tip xc vii tng khi pht bng cu hi, khi phng vn.

- Ngun d liu ny ch yu c ly t kt qu sau khi tng hp t cc bng cuhi ca khch hng.

Phng php thu thp d liu

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

http://www.kinhdo.vn/http://www.kinhdo.vn/


10/43


Cng c thu thp d liu: s dng bng cu hi, gm cc cu hi: la chn, cuhi m, Vi cc thang o: Biu danh, khong v t l,

Phng php chn mu

Phng php chn mu: chn mu ngu nhin. Quy m chn mu: 300 mu.

Thng tin cn thu thp

Cc thng tin m nhm cn phi thu thp

nh gi mc hi lng ca khch hng i vi sn phm AFC hin ctrn th trng

Tm t l ngi tng s dng sn phm, v l do v sao h chn sn phm

Bit c khch hng thng mua sn phm AFC u, m rng knhphn phi.

nh gi mc quan trng ca cc yu t nh gi c, bao b, truyn thng,phn phitrong quyt nh chn mua ca khch hng

Lng ha trng s hay mc quan trng ca mi yu t trong tngquan vi cc yu t khc

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

hay vi chnh mnh trong qu kh.

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

Tm hiu nhng nguyn nhn chnh dn ti khch hng cha s dng snphm ca cng ty, v nhng k vng ca khch hng v nhng thay i ca cngty i vi dng sn phm bnh mn AFC trong tng lai, t xy dngchnh sch markting cho sn phm c th lm cho tng s lng khch hngs dng v tng doanh s bn hng i vi sn phm AFC.

2. Thit k d liu

Bng cu hi

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

Ni dung bng cu hi nhm trnh by phn ph lc.



11/43


2.2 Xy dng thang o

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

Cu 1:Bit c tyl ngi tng s dng sn phm bnh mn AFC ca Kinh

Thang o biu danhM ha d liu: 1 - tng s dng 0 Cha tng s dng

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

S dng thang o biu danh cho tng p n

M ha d liu: Truyn thanh, truyn hnh, Internet

1- Bit n sn phm thng qua ngun thng tin ny

2- Bit n sn phm khng thng qua ngun thng tin ny

M ha d liu tng t cho cc ngun khac: Bo, tp ch; Ngi thn, bn b; Hi chtrin lm; Nhn vin bn hng, tip th; cc ngun thng tin khc.

Cu 3 : Tm hiu xem khach hng thng mua sn phm cng ty u? Knh phnphi hi ti c p ng nhu cu khch hng hay khng?

S dng thang o biu danh

M ha d liu

1- Ca hng tap ha

2- Ch

3- Siu th

4- Cc im bn, chui ca hng Kinh Bakery

5- Khc

Cu 4 : Bit c tn sut s dng sn phm ca khch hng


M ha d liu

1- Hng ngay

2- Hang tun

3- Hng thng

4- Hng nm



12/43


5- Vo dp l, tt

Cu 5 : Bit c mc hi lng ca khch hng i vi cc tiu ch ca sn phmhin ti (cc yu t thuc v sn phm, gi c, h thng phn phi, v hot ngtruyn thng ca cng ty)

S dng thang o khong

M ha d liu

1- Rt khng hi lng

2- Khng hi lng

3- Bnh thng

4- Hi lng

5- Rt hi lngCu 6: Bit c mc ky vng ca khch hng i vi nhng s ci tin trongtng lai ca sn phm

S dng thang o khong

M ha d liu

1- Rt khng cn thit

2- Khng cn thit

3- Bnh thng

4- Cn thit

5- Rt cn thit

Cu 7:Bit c tyl khch hng trung thnh s mua li tip tc s dng sn phmbnh AFC


M ha d liu 0 - Khng 1 - Cha xac nh 2 - CoCu 8:Bit c ty l ngi s gii thiu sn phm cho ngi thn, bn b sau khi sdng sn phm


M ha d liu 0 - Khng 1 - Cha xac nh 2 - Co



13/43


Cu 9:Bit c nguyn nhn khin ngi tiu dng cha tng s dng bnh AFCca Kinh


M ha d liu

1 - Khng co nhu cu

2 - San phm khng cao cp

3 - Mu m, bao bi km thu ht

4 - Cha bit n sn phm banh AFC

5- Khc

Cu 10:Xc nh c trong tng lai ngi tiu dng c s d ng sn phm bnh

AFC hay khngS dng thang o biu danh

M ha d liu

1 - Hon hon khng chc chn

2 - Tng i khng chc chn

3 - Cha bit

4 - Tng i chc chn

5 - Hon ton chc chn

3. D kin kt quT 300 bng cu hi thu thp thng tin y t nhng ngi c hi, d kin thuc kt qu:

Khong 90% ngi c hi bit v sn phm, trong :

- 70% tng s dng sn phm

- 50% c nhu cu dng sn phm trong tng lai

- 5% khng c ngh dng sn phm

Mc hi lng chung i vi sn phm l 80%

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



14/43


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

Trong quyt nh chn mua sn phm AFC cc yu t nh hng ln nht l ccyu t thuc v sn phm chim khong 30%. c bit l yu t cht lng v bnh phhp cho mi la tui. Cc yu t khc chim t trng tng ng.

Tn sut mua sn phm ca cng ty m chng ti mong i l Hng tun, d kint 70%.

4. K hoch trin khai

Hotng Cng vic

Thi gian dkin hon thnh(Tun)

Hot ngngay trc

A Tm tng v ti nghin cu 2 -

B tng nghin cu c ph chun 1 A

C Lp k hoch nghin cu s b 1 A

D Thit k bng cu hi ln 1 1 B

E Test th bng cu hi 1 D

F Lp bo co s b vi kt qu test th 1 E

G Sa, hon thin v in bng cu hi 1 D

H Thu thp d liu 1 G

I M ha d liu v nhp d liu 1 H

J Phn tch d liu 2 I

K Vit bo co v thuyt trnh v ktqu nghin cu.

3 J, C

IV. PHN TCH D LIU V KIM NH

1. Phn tch d liu1. 1Quy m v gii tnh c trong mu



15/43


Statistics

GIOI TINH

N Valid 300

Missing 0

GIOI TINH

Frequency Percent Valid PercentCumulativePercent

Valid Nu 176 58.7 58.7 58.7

nam 124 41.3 41.3 100.0

Total 300 100.0 100.0

Trong 300 ngi c hi c 176 ngi l n chim 58.7% v 124 ngi l nam chim41.3%.

1.2. Tnh hnh s dng sn phm



16/43


DA SU DUNG SAN PHAM

Frequency Percent Valid PercentCumulativePercent

Valid khong 23 7.7 7.7 7.7

co 277 92.3 92.3 100.0

Total 300 100.0 100.0

Da vo kt qu thng k trn, ta thy trong tng s 300 ngi c phng vn th c277 ngi s dng sn phm chim 92.3%, 23 ngi cha s dng sn phm chim7.7%. T l trn cho thy mc ph bin ca dng bnh mn AFC trn th trng

Nng.By gi chng ti s i su vo vic phn tch mc hi lng ca khch hng i visn phm bnh AFC ca cng ty c phn Kinh

1.3. Phn tch d liu

D liu sau khi c thu thp v tng hp, biu th trn cc bn,sau tin hnh lmsch d liu, r sot thng tin, thng k v phn tch,t v phn loi cc cu hi. Cuicng l m ha d liu v chy chng trnh bng SPSS kt qu thng k c nh sau.

nh gi v cc knh thng tin bit n sn phm ca khch hngCase Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

CAU2 277 99.6% 0 0% 277 100.0%



17/43


C th hn l:

Tiu ch TR.THANH,TR.HINH,INTERNET

BAO,TAP CHI

NGUOITHANBANBE

HOICHOTRIENLAM

NHANVIENBANHANG

CACNGUONTHONGTINKHAC

C 34% 12.4% 33,3% 9.7% 9.4% 1.1%

Khng 66% 87.6% 66.7% 90.3% 90,6% 98.9%

Total 100% 100% 100% 100% 100% 100%

Da trn kt qu thng k cho thy ngun thng tin nh hng nht l cc Truynthanh, truyn hnh, Internet chim 53.6% trong tng s 277 mu. Phn ln khch hng

LP: NCMKE_05 NHM: STARS

BIT N SN PHM NH CC KNH THNG TIN

ResponsesPercent of CasesN Percent

CAC NGUONTHONG TIN

TR.THANH,TR.HINH,INTERNET

148 34.0% 53.6%

BAO, TAP CHI 54 12.4% 19.6%

NGUOI THAN, BANBE

145 33.3% 52.5%

HOI CHO, TRIENLAM

42 9.7% 15.2%

NHAN VIEN BANHANG

41 9.4% 14.9%

CAC NGUON TTKHAC

5 1.1% 1.8%

Total 435 100.0% 157.6%

Trang 17


18/43


bit n thng hiu ca cng ty qua cc ngun thng tin Truyn hnh, truyn hnh,Internet v Ngi thn, bn b hn l cc ngun Bo, tp ch; Hi ch trin lm; Nhnvin bn hng. Nh vy, ngun thng tin ch yu m cng ty s dng l Truyn hnh,Internet t hiu qu. Bn cnh , ngun thng tin truyn ming cng kh quan

trng. T l trn chng t knh truyn thng gp phn quan trng trong vic to dngdanh ting cho thng hiu cho AFC.

a im mua sn phm

DIA DIEM THUONG MUA SP

Frequency Percent

ValidPercent

CumulativePercent

Valid cua hang tap hoa 159 57.4 57.4 57.4

Cho 32 11.6 11.6 69.0

sieu thi 73 26.4 26.4 95.3

chuoi cua hang, diemban KD bakery

10 3.6 3.6 98.9

dia diem khac 3 1.1 1.1 100.0

Total 277 100.0 100.0



19/43


Trong s 277 ngi s dng sn phm th c 159 ngi thng mua sn phm cc ca hng tp ha chim 57.4%, 73 ngi thng mua siu th chim 26.4%, muaqua chui ca hng Kinh Bakery l 10 ngi chim 3.6%. Nh vy c th thy khchhng ch yu mua sn phm ca hng tp ha v siu th, cn cc a im khcchim t l khng cao.

Tn sut mua sn phm

TAN SUAT MUA SP

Frequency Percent

ValidPercent

CumulativePercent

Valid hang ngay 12 4.3 4.3 4.3

hang tuan 46 16.6 16.6 20.9

hang thang 101 36.5 36.5 57.4

hang nam 60 21.7 21.7 79.1

vao dip letet

58 20.9 20.9 100.0

Total 277 100.0 100.0



20/43


Tn sut mua sn phm hng thng chim t l cao nht vi 36.5%, cc dp s dng

vo hng tun, hng nm v vo dp l, tt mc tng ng nhau v ln lt l 16.6%,21.7% v 20.9%. Nh vy, tn sut s dng ca khch hng mc thng xuyntrung bnh.

Mc nh gi ca khch hng i vi cc tiu ch khi chn mua vs dng bnh AFC

Mc hi lng v sn phm:

Sn phm:

Statistics

CHATLUONG TOT

GIA TRIDINHDUONG CAO

BAO BITHIET KEDEP

BANH PHUHOP CHOMOI LUATUOI

N Valid 277 277 277 277

Missing 0 0 0 0

Mean 3.71 3.73 3.49 3.68

Median 4.00 4.00 3.00 4.00

Sum 1028 1033 968 1018



21/43


SN PHM ( n v:%)

CHTLNGTT

GI TR

DINHDNGCAO

BAO B

THITK PMT

BNH PH

HP CHOMI LATUI

Valid rat khong hailong

1.1 .7 .7 1.4

khong hai long 1.8 2.2 5.4 4.3

binh thuong 32.1 31.0 48.0 33.6

hai long 54.9 55.6 35.4 46.6

rat hai long 10.1 10.5 10.5 14.1

Total 100.0 100.0 100.0 100.0

0

10

20

30

40

50

60

chat luong tot gia tri dinh duong cao bao bi thiet ke dep phu hop voi moi lua

tuoi

rat khong hai long

khong hai long

binh thuong

hai long

rat hai long

Qua d liu v biu , chng ta thy t l khch hng hi lng vi sn phm cacng ty theo tng tiu ch nh sau:

Cht lng tt: 54.9% hi lng v 10.1% rt hi lng

Gi tr dinh dng: 55.6% hi lng v 10.5 rt hi lng

Bao b thit k p mt: 35.4 hi lng v 10.5 rt hi lng



22/43


Bnh ph hp cho mi la tui: 44.6 hi lng v 14.1 rt hi lng

Nh vy, nhn chung khch hng kh hi lng i vi mi tiu ch c nh gi.T l khch hng khng hi lng v rt khng hi lng l tng i nh.

Cht lng tt:CHAT LUONG TOT

Frequency Percent

ValidPercent

CumulativePercent


3 1.1 1.1 1.1

khong hai long 5 1.8 1.8 2.9

binh thuong 89 32.1 32.1 35.0

hai long 152 54.9 54.9 89.9

rat hai long 28 10.1 10.1 100.0

Total 277 100.0 100.0

S li u thng k cho tathy, ch c 1.1% khch hngrt khng hi lng v 54.9% hilng, 10.1% rt hi lng vicht lng sn phm ca cngty. Nh v y sn phm ca cngty a tha man c khchhng.

Mc hi lng v gi:



23/43


GIA CA HOP LI

Frequency Percent

ValidPercent

CumulativePercent


5 1.8 1.8 1.8

khong hai long 35 12.6 12.6 14.4

binh thuong 141 50.9 50.9 65.3

hai long 82 29.6 29.6 94.9

rat hai long 14 5.1 5.1 100.0

Total 277 100.0 100.0

Khi c hi v mc hi lng gic sn phm AFC th c 1.8% rt khng hilng, 12.6% khng hi lng, 50.9% (caonht) cho rng bnh thng, 29.6% hi lngv 5.1% rt hi lng

Nh vy, mc gi m Kinh a ra cho bnh AFC l mc gi m khchhng c th chp nhn c, nh v i as ngi tiu dng.

Mc hi lng v h thng phn phi



24/43


Statistics

HE THONG PPRONG KHAP

MUC SAN CO CUASP

N Valid 277 277

Missing 0 0

Mean 3.74 3.57

Median 4.00 4.00

Sum 1036 989

HE THONG PHANPHOI

HE THONG PPRONG KHAP

MUC SAN CO CUA SP

Frequency Percent Frequency Percent

Valid rat khong hai

long

1 .4 3 1.1

khong hai long 6 2.2 19 6.9

binh thuong 96 34.7 102 36.8

hai long 135 48.7 123 44.4

rat hai long 39 14.1 30 10.8

Total 277 100.0 277 100.0



25/43


0

10

20

30

40

50

HE THONG PP RONG

KHAP

MUC SAN CO CUA SP

Rat khong hai long

Khong hai long

Binh thuong

Hai long

Rat hai long

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

v s dng ca khch hng (48.7% hi lng, 14.1% rt hi lng), mc sn sng png sn phm cao lm va lng khch hng c th l 44.4% hi lng, 10.8% rt hi lng.

Mc hi lng vi hnh thc truyn thng cng

Statistics

CHUONGTRINH QUANG

CAO

CHUONG TRINHKHUYEN MAI

HAP DANN Valid 277 277

Missing 0 0

Mean 2.99 2.70

Median 3.00 3.00

Sum 829 748



26/43


TRUYEN THNG

QUANG CAOTHU HUT

KHUYEN MAI HAPDAN

Frequenc

y Percent Frequency PercentValid rat khong hai

long8 2.9 18 6.5

khong hai long 53 19.1 97 35.0

binh thuong 156 56.3 123 44.4

hai long 53 19.1 28 10.1

rat hai long 7 2.5 11 4.0

Total 277 100.0 277 100.0

0

10

20

30

40

50

60

QUANG CAO THU HUT KHUYEN MAI HAP DAN

Rat khong hai long

Khong hai long

Binh thuong

Hai long

Rat hai long

T thng k trn ta thy, hnh thc truyn thng c ng ca cng ty vn cha png c yu cu ca khch hng, a s h u nh gi mc bnh thng v t l hi

lng v khng hi lng chung cho c hai tiu ch trn l kh cao (27.1% khng hi lngv 4.7% rt khng hi lng)

Xet ring cho tiu ch chng trnh khuyn mi



27/43


CHUONG TRINH KHUYEN MAI HAP DAN

Frequency Percent

ValidPercent

CumulativePercent

Valid rat khong hailongt

18 6.5 6.5 6.5

khong hai long 97 35.0 35.0 41.5

binh thuong 123 44.4 44.4 85.9

hai long 28 10.1 10.1 96.0

rat hai long 11 4.0 4.0 100.0

Total 277 100.0 100.0

nh gi mc k vng ca khch hng i vi sn phm

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



28/43


CI TINMU M

A DNGSP

M RNGKNH PP

TNGTNH CO VCAO CP

TNGCNGKHUYN MI

Rt khngcn thit

1.4 .4 1.1 .4 .4

Khng cnthit

9.7 5.8 4.7 6.1 1.8

Bnh thng 28.2 17.0 33.2 24.9 17.7

Cn thit 47.7 50.9 43.0 43.7 30.0

Rt cn thit 13.0 26.0 18.1 24.9 50.2

Total 100.0 100.0 100.0 100.0 100.0

0

10

20

30

40

50

60

cai tien mau

ma va cl

da dang sp mo rong kenh

pp

tang tinh doc

ao

tang cuong

khuyen mai

rat khong can thiet

khong can thiet

binh thuong

can thiet

rat can thiet

Qua bng thng k trn, nu cng ty c phn Kinh thc hin nhng thay i trongtng lai i vi dng bnh mn AFC th khch hng k vng nht i vi tiu ch tngcng cc chng trnh khuyn mi (50.2% khch hng cho l rt cn thit). iu ny

ph hp vi thc t khi cng ty khng c cc chng trnh khuyn mi hp dn cho snphm AFC nh vi Cosy hay kem Merino. Ngoi ra, cc tiu ch khc cng c khchhng nh gi l cn thit, iu chng t h k vng kh cao vo sn phm ca cngty.

nh gi hnh vi ca khch hng sau khi s dng sn phm



29/43


Mua li sn phm

MUA LAI SP

Frequency PercentValidPercent

CumulativePercent

Valid khong 7 2.5 2.5 2.5

chua xacdinh

59 21.3 21.3 23.8

Co 211 76.2 76.2 100.0

Total 277 100.0 100.0

Thng k mu iu tra cho thy: sau khi mua, s dng sn phm AFC t l khch hng smua li sn phm l cao (76.2%) nhng bn cnh t l khch hng cha xc nh hnhvi l 21.3% nn cn tm hiu c nguyn nhn ca hnh vi cha mua l p li.

Gii thiu sn phm:



30/43


GIOI THIEU SP

Frequency Percent

ValidPercent

CumulativePercent

Valid khong 30 10.8 10.8 10.8

chua xacdinh

99 35.7 35.7 46.6

Co 148 53.4 53.4 100.0

Total 277 100.0 100.0

Trong s 277 ngi s dng th c ti 53.4% khch hng s gii thiu sn phm chongi quen v bn b ca mnh, 35.7% cha xc nh v 10.8% khng gii thiu sn

phm cho ngi thn v bn b. Qua , cho bit lng khch hng cha xc nh cs gii thiu v sn phm hay khng cn kh cao, cng tyccn nhn nh c nguynnhn c gii php ph hp v s truyn ming ng vai tr quan trng nh gi s hilng ca khch hng.

i vi khch hng cha s dng sn phm: Nguyn nhn cha s dng sn phm:



31/43


NGUYEN NHAN KHONG SD SP

Frequency Percent

ValidPercent

CumulativePercent

Valid khong co nhu cau 12 52.2 54.5 54.5

sp khong cao cap 2 8.7 9.1 63.6

mau ma bao bi kemthu hut

1 4.3 4.5 68.2

chua biet den sp AFC 6 26.1 27.3 95.5

Nguyen nhan khac 1 4.3 4.5 100.0

Total 22 95.7 100.0

Missing

System 1 4.3

Total 23 100.0

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



32/43


26.1%) . Bn cnh vn tn ti nhng nguyn nhn khc nh do sn phm khng caocp, mu m km thu ht...

Nhu cu trong tng lai:

SU DUNG SP TRONG TUONG LAI

Frequency PercentValidPercent

CumulativePercent

Valid hoan toan khong chacchan

3 13.0 13.6 13.6

chua biet 9 39.1 40.9 54.5

chac chan 4 17.4 18.2 72.7

hoan toan chac chan 6 26.1 27.3 100.0

Total 22 95.7 100.0

Missing System 1 4.3

Total 23 100.0

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



33/43


chc chn v hon ton chc chn kh cao (17.4 % v 26.1%), c 13.0% ngi c hil hon ton khng chc chn. Qua c th thy, cng ty c th hy vng vo vic mrng th trng trong tng lai, tuy nhin c mt vn kh quan trng l phi thay ic nh ca lng ngi tiu dng cha bit l s s dng sn phm hay khng.

2. Kim nh gi thuytGi thit 1: Kim nh gi thit v s nh hng ca gia tri dinh dng cao n shi lng ca khch hngHo: Gi tr dinh dng cao nh hng n s hi lng ca khch hng (3.8)H1: Gi tr dinh dng cao khng nh hng n s hi lng ca khch hng (0.05 nn chng ta cha c c s bc b

gi thit H0 hay chp nhn Ho

Vy gi tr dinh dng c nh hng n s hi lng ca khch hng.V Sig. > 0.05 nn ta chp nhn gi thit Ho.Vy cht lng sn phm nh hng

Gi thit 2: Kim nh gi thit v s nh hng ca h thng phn phi rng khp

n s hi lng ca khch hng:

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


34/43


One-Sample Statistics

N Mean Std. Deviation

Std. Error

Mean

HE THONG PP RONGKHAP 278 3.74 .734 .044

One-Sample Test

Test Value = 3.8

t df

Sig. (2-

tailed)

Mean

Difference

95% Confidence Interval

of the Difference

Lower Upper

HE THONG PP

RONG KHAP

-1.340 277 .181 -.059 -.15 .03

Vi p-value(sig)=0.181>0.05 th ta chp nhn gi thuyt HoVy h thng phn phi rng khp c nh hng n mc hi lng ca khch hngGi thit 3: Kim nh s ph thuc ln nhau gia bin cht lng tt v quyt nhmua li sn phm ca khch hngHo: hai bin cht lng tt v quyt nh chn mua sn phm c lp vi nhau trn tngthH1: hai bin cht lng tt v qut nh chn mua sn phm ph thuc vi nhau trn tngth

CHAT LUONG TOT * MUA LAI SP Crosstabulation

Count

MUA LAI SP

Totalkhong

chua xac

dinh co

CHAT LUONG

TOT

rat khong hai

long

0 0 3 3

khong hai long 2 2 1 5

binh thuong 5 28 56 89

hai long 0 25 128 153

rat hai long 0 4 24 28

Total 7 59 212 278



35/43


Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 49.944

a

8 .000

Li;kelihood Ratio 34.166 8 .000

Linear-by-Linear

Association

18.094 1 .000

N of Valid Cases 278

a. 9 cells (60.0%) have expected count less than 5. The minimum

expected count is .08.

Symmetric Measures

Value Approx. Sig.

Nominal by Nominal Phi .424 .000

Cramer's V .300 .000


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

0.000


36/43


GIA CA HOP LI * MUA LAI SP Crosstabulation

Count

MUA LAI SP

Totalkhong

chua xac

dinh coGIA CA HOP

LI

rat khong hai

long

1 1 3 5

khong hai long 1 9 26 36

binh thuong 4 25 112 141

hai long 1 22 59 82

rat hai long 0 2 12 14

Total 7 59 212 278

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 10.425a 8 .236

Likelihood Ratio 7.225 8 .513

Linear-by-Linear Association .768 1 .381


a. 8 cells (53.3%) have expected count less than 5. The minimum expected

count is .13.

Symmetric Measures

Value Approx. Sig.

Nominal by Nominal Phi .194 .236

Cramer's V .137 .236


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

0.236>0.05 nn ta cha c c s bc b gi thit Ho v chp nhn gi thuyt H 1 tc

gi thuyt H0 c chp nhn, hay hai bin ny khng c mi quan h ph thuc ln nhau

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

Gi thuyt 5:Kim nh hai mu ph thuc



37/43


H0: Khng c s khc bit trong mc k vng gia nhng thay i trong tng lai ca

sn phm trong tng th

H1: C s khc bit trong mc k gia nhng thay i trong tng lai ca sn phm

trong tng th

Ranks

Mean

Rank

CAI TIEN CL VA

MAU MA

2.50

DA DANG CAC LOAI

BANH

3.14

MO RONG PP 2.69

TANG TINH DOCDAO VA CAO CAP

2.95

TANG CUONG

KHUYEN MAI

3.72

Vi chi bnh phng = 138.678 v P_value =0.000


38/43


V. KT LUN1. Hn ch ca nghin cu

Do nhng rng buc v thi gian, nhn lc, ti chnh v c bit l thiu kinhnghim nn trong qu trnh tin hnh nghin cu d n ca nhm vng phi nhnghn ch sau:

Hn ch trong vic iu tra bng bng cu hi. Vic chn mu ca nhm chai din c cho tng th, do thng tin thu thp c c phn khng chnhxc 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 kimnh gi thit.

Trc khi thit k bn cu hi, nhm cha tm hiu tht k nhng l thuyt vSPSS, phn tch d liu, nn cha hnh thnh hp l cc cu hi v loi thango, gy kh khn trong vic phn tch d liu, v bn cu hi cha thu thp trit cc thng tin cn tm hiu.

Tuy nhin, trong qu trnh tin hnh thc hin bi tp nhm ny, ngay t u nhm

Stars nhn c s hng dn v gp tn tnh ca c gio ng Th Lin H - chnhim b mn Nghin cu Marketing cng s tham gia nhit thnh ca cc bn p vinthuc cc trng i hc, cao ng trn a bn thnh ph Nng.

Sau khi hon thnh giai on cui cng ca d n ny, tt c cc thnh vin nhmStars rt ra nhiu bi hc kinh nghim. Trc tin, l k nng t chc nhm ; s dngthi gian, ti chnh hiu qu; k nng phng vn, kin thc v SPSS, vit bo co v c

bit l nm vng, hiu r cc l thuyt nghin cu Marketing c hc lp.

2. Kt lun1. Trc tin, ta c th kt lun chung nh sau: Mc hi lng ca khch hng i vi

dng sn phm bnh mn AFC trn a bn thnh ph Nng l tng i cao vc th hin qua hnh vi mua li hay gii thiu sn phm.



39/43


Th nht, theo kt qu tr li ca cc p vin, t l hi lng i vi mi yu tnh sn phm, gi c, knh phn phi, chng trnh truyn thng c ng l khcao

Th hai, i vi nhng p vin tr li cha tng s dng sn phm th t l s s

dng sn phm trong tng lai nu c nhu cu kh2. Cac yu t thuc v 4P u c nh hng quan trng n s hi lng ca khch hng

theo mc khc nhau.

3. a s khach hng u k vng cao vo s thay i ca sn phm trong tng lai

chng t nhu cu ca h cn cha c p ng mt cch ti u nht v h kh quan

tm n sn phm bnh AFC ca cng ty. V vy y l c hi cho cng ty Bnh ko

Kinh khai thc thm cc nhu cu mi.



40/43


VI. PH LC

BNG CU HI

NGHIN CU S HI LNG CA KHCH HNG I VI SN PHM

BNH AFC CA CNG TY C PHN KINH

Cho anh (ch), chng ti l Sinh vin Trng i hc Kinh t Nng. Chng ti

ang thc hin d n Nghin cu s hi lng ca ngi tiu dng trn a bn

Thnh ph Nng vi sn phm bnh AFC ca cng ty C phn Kinh phcv cho vic hc t p. Xin anh (ch) vui lng dnh cht t thi gian quy bu tr li gip

chng ti mt s cu hi di y. Chng ti xin cam kt mi thng tin s ch nhm mc

ch hc tp. Xin chn thnh cm n!

Cu 1:Anh (ch) tng s dng sn phm bnh mn AFC ca cng ty bnh ko

Kinh cha?

tng s dng Cha tng s dng

Nu anh (ch) tr li tng s dng bnh mn AFC xin vui lng trli Phn

I

Nu anh (ch) tr li Cha tng s dng bnh mn AFC xin vui lng tr l i

Phn II

Phn I:

Cu 2:Anh (ch) bit n sn phm bnh mn AFC qua ngun thng tin no ?(c th

chn nhiu phng n)

o Truyn thanh, truyn hnh, Internet

o

Bo, tp cho Ngi thn, bn b

o Hi ch, trin lm

o Nhn vin bn hng, tip th

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

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



41/43


Ca hng tp ha

Ch

Siu th

Cc im bn, chui ca hng Kinh Bakery

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

Cu 4: Anh (ch) c thng xuyn s dng bnh mn AFC khng ?

Hng ngy

Hng tun

Hng thng

Hng nm

Vo dp l, tt

Cu 5 : Xin vui lng cho bit mc nh gi ca anh (ch) i vi m i tiu ch khichn mua v s dng bnh AFC.

Tiu chRt khng

hi lng

Khng hi

lng

Bnh

thng

Hi

lng

Rt hi

lng+ Sn phmCht lng tt Gi tr dinh dng cao (giu

canxi, vitamin D v cht x)

Bao b c thit k p mt Bnh ph hp cho mi la

tui v xu hng tiu dng

+ Gi cGi c hp l + Phn phi sn phmH thng phn phi san

phm rng khp

Sn phm lun sn c t i

nhiu a im bn

+ Chng trnh tip th, truyn thngChng trnh qung co thu

ht

Chng trnh khuyn mi

hp dn



42/43


Cu 6: Anh (ch) ky vng g nu cng ty cphn Kinh tip tc thc hin nhng

thay i trong tng lai i vi dng bnh mn AFC p ng tt hn nhu cu ca

anh (ch)? Xin vui lng cho bit mc nh gi ca anh (ch) i vi mi yu t.

Yu t

Rt

khngcn

thit

Khngcn

thit

Bnhthng

Cnthit

Rtcn

thit

Ci tin hn na v cht lng v

mu m

a dng hn cc loi bnh AFC Phn phi rng khp hn Tng tnh c o v cao cp cho

sn phm

Tng cng khuyn mi Cu 7:Nu ln sau c nhu cu th anh (ch) s mua li sn phm bnh AFC?

C

Khng

Cha xc nh

Cu 8:Anh (ch ) s gii thiu cho nhng ngi quen bit v sn phm bnh

mnAFC?

C

Khng

Cha xc nh

Phn II:

Cu 9:Anh (ch) hy cho bit anh (ch) cha tng s dng sn phm bnh mn AFC

v nhng nguyn nhn no?

Khng c nhu cu

Sn phm khng cao cp

Mu m, bao b km thu ht

Cha bit n sn phm bnh AFC

Khc: C th l:..................................................................................

Cu 10:Trong tng lai nu c nhu cu anh (ch) s s d ng sn phm bnh mn

AFC?



43/43


Hon ton khng chc chn

Tng i khng chc chn

Cha bit

Tng i chc chn

Hon ton chc chn

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

H v Tn:...........................................................................................................

Gii tnh:.............................................................................................................

Tui:.....................................................................................................................

Ngh nghip:.......................................................................................................

Chn thnh cm n Anh (Ch) v cc bn dnh thi gian tr li bng cu hiny. Chc Anh (Ch) v gia nh di do sc khe v thnh cng trong cuc

sng!

TI LIU THAM KHO

Website: kinhdo.vngoogle.com.vn

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

Sch, ti liu hng dn s dng SPSS

V mt s ti liu lin quan khc.

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