Nghiên Cứu Sự Nhận Biết Thương Hiệu Của Sinh Viên Đối Với Sản Phẩm Smartphone Nokia Lumia Tại Trường Đại Học Công Nghiệp TP. HCM

Nghin cu Marketing

LI CM N hon thnh bi bo co ny, u tin xin chn thnh cm n th vin trng i hc cng nghip Tp. H Ch Minh cung cp nhiu ti liu hay v b ch gip chng ti c nhiu kin thc hn trong vic tm ti liu.c bit xin gi li cm n chn thnh nht ti ging vin hng dn - c V Th Mai Chi. C tn tm ging dy v tn tnh ch bo, nhn xt khng nhng nhm chng ti m cn cc nhm khc trong lp hc. Mi bui hc nhm li tip thu thm c nhiu kin thc mi vng vng hn khi thc hin ti khng mc sai lm ng tic. Bn cnh cng xin gi li cm n n cc bn sinh vin tch cc tham gia h tr chng ti trong qu trnh kho st. Cui cng vn bit bn bo co vn s khng trnh khi nhng sai st khng ng c hoc cc li nh lm nh hng ti tng th. Mong ging vin b qua v cho chng ti nhng li nhn xt qu bu hon thin hn na.Trn trng cm n!LI CAM OANChng ti xin cam oan ti tiu lun ny l do chnh nhm chng ti thc hin.Cc s liu cng nh cc kt lun nghin cu c trnh by trong bi tiu lun cha tng c cng b cc nghin cu khc. ng thi chng ti xin chu trch nhim v bi tiu lun ca mnh.Nhm thc hin Hi Ng

MC LCChng 1: GII THIU41.1 L do chn ti41.2 Mc ch, mc tiu41.3 i tng v phm vi nghin cu5Chng 2: C S L LUN62.1 Tng quan v thng hiu62.1.1 Qu trnh hnh thnh thng hiu62.1.2 Khi nim thng hiu62.1.3 Thnh phn ca thng hiu72.2 Khi nim nhn bit thng hiu82.3 Cc cp nhn bit thng hiu82.4 o lng mc nhn bit thng hiu92.5 Tng quan v i tng nghin cu92.5.1 S hnh thnh v pht trin thng hiu Nokia92.5.2 S pht trin ca thng hiu Nokia Lumia102.5.3 Cc c im ni bt ca in thoi Nokia Lumia14Chng 3: PHNG PHP NGHIN CU163.1 Tin trnh nghin cu v quy trnh163.1.1 Tin trnh nghin cu163.1.2 S m t quy trnh nghin cu173.2 Xy dng m hnh nghin cu s b183.2.1 Cc yu t nh hng ti s nhn bit thng hiu183.2.2 M hnh nghin cu s b193.3 Gi thuyt nghin cu s b203.4 i tng kho st v mu nghin cu213.5 Nghin cu s b (Nghin cu nh tnh)213.5.1 Tin trnh nghin cu213.5.2 Kt qu213.6 Nghin cu chnh thc (Nghin cu nh lng) Xy dng bng cu hi223.6.1 Xy dng thang o v thit k bng cu hi223.6.2 Ly mu kho st v tin trnh thu thp d liu253.6.3 X l d liu25Chng 4: PHN TCH D LIU264.1 Thng k m t (Descriptives Statistics)264.1.1 ang s dng in thoi thng minh?264.1.2 Quan tm n thng hiu cc dng in thoi thng minh?264.1.3 Bit nhng dng in thoi thng minh hin nay?264.1.4 Quan tm n nhng yu t ca cc sn phm dng in thoi thng minh Nokia Lumia?264.1.5 o lng mc nhn bit chung294.2 Thit lp m hnh hi quy tng qut304.2.1 Kim nh tin cy Cronbachs Alpha304.2.2 Phn tch nhn t EFA - Exploratory Factor Analysis364.2.3 M hnh nghin cu tng qut464.3 Hi quy tuyn tnh (Regression)474.3.1 Phn tch tng quan h s Pearson484.3.2 Phn tch hi quy494.4 Phn tch phng sai ANOVA/One-way ANOVA52Chng 5: GII PHP V XUT575.1 Gii php575.1.1 ng dng c hiu qu h thng nhn din thng hiu575.1.2 Nng cao cht lng dch v chm sc khch hng585.1.3 Xy dng chin lc nh v thng hiu sn phm595.1.4 Tng cng cng tc truyn thng, pht trin thng hiu605.2 Kin ngh615.2.1 i vi doanh nghip Nokia615.2.3 i vi cc c quan nh nc61TI LIU THAM KHO62

Chng 1: GII THIU1.1 L do chn tiTng l nh sn xut in thoi s mt th gii, Nokia ang cho thy s ui sc ca mnh khi cc i th Apple v Samsung Electronics ln lt vt qua. Trong n lc cu vn li th phn ca mnh, hng in thoi Phn Lan bt tay vi Microsoft, cho ra mt dng in thoi Lumia chy h iu hnh Windows Phone 7. Mc d nhn c kh nhiu phn ng tch cc t gii cng ngh, doanh s ca Lumia vn chim phn t i so vi iPhone ca Apple v in thoi Android. C th, cc nh phn tch d on, Nokia xut xng khong 4 triu chic Lumia trong qu II nm nay, gp i so vi qu I, nhng con s chng thm vo u so vi doanh s 30 triu chic iPhone ca Apple v 50 triu chic Galaxy ca Samsung. Vit Nam hin nay, th trng in thoi di ng ngy cng a dng vi s gp mt ca nhiu nhn hiu nh: Nokia, Samsung, Motorola, Sony Erricson, Trong th phn ca Samsung v Nokia ang ng u th trng Vit Nam hin nay (Nokia l 48%, Samsung l 25%). Cc hng cnh tranh nhau rt quyt lit, Samsung mi y xy dng hn mt nh my sn xut in thoi vi cng sut ln ti Bc Ninh. iu ny chng t th trng in thoi di ng Chu ni chung v Vit Nam ang l im nhm n ca cc ng ln v c tc pht trin nhanh v nhu cu s dng ngy cng tng ca ngi tiu dng Vit. Nm bt c xu th , Nokia tip chn Samsung xy dng nh my ca mnh cng ti Bc Ninh cho thy quyt tm chim lnh th trng Vit Nam ca mnh. Ngoi ra hng cng mnh tay u t ln cho chin dch qung co. Thng qua cc chin dch nh Cng Nokia Lumia lp b su tp nh ng ln nht Vit Nam hay khu hiu Smartphone Nokia Lumia Smartphone ca gii tr, ci tn Lumia trong thi gian gn y c a phn ngi Vit Nam bit ti, gy c nhng thnh cng nht nh.C th thy TP. HCM l th trng tim nng nht Vit Nam, c s h tng hin i, ng thi tp trung nhiu trng cao ng, i hc. Trong trng i Hc Cng Nghip TP. HCM G Vp nm gn khu vc trung tm thnh ph, vi hn 100 ngn sinh vin, rt thun li nghin cu nhng nhu cu, nhn thc ca sinh vin i vi sn phm Smartphone Nokia Lumia, t c nhng bin php ci tin, nng cao kh nng cnh tranh sn phm. V vy nhm quyt nh chn ti Nghin cu s nhn bit thng hiu ca sinh vin i vi sn phm smartphone Nokia Lumia ti trng i hc Cng Nghip thnh ph H Ch Minh. Qua phn no s chng minh c s ph bin ca thng hiu ny Vit Nam trn bnh din vi m.1.2 Mc ch, mc tiu* Mc ch:Nghin cu mc nhn bit thng hiu ca sinh vin i hc Cng Nghip Tp.HCM i vi dng sn phm Nokia Lumia. * Mc tiu:1. o lng mc nhn bit ca sinh vin i vi sn phm Nokia LumiaCu hi nghin cu: Mc nhn bit ca sinh vin vi Nokia Lumia nh th no?2. Tm ra v o lng cc yu t c nh hng ti s nhn bit thng hiu in thoi thng minh Nokia Lumia ca sinh vin Trng i hc Cng nghip TP.HCM.Cu hi nghin cu:+ Nhng yu t no c nh hng ti s nhn bit thng hiu Nokia Lumia ca sinh vin?+ Yu t no c nh hng mnh nht ti s nhn bit thng hiu?3. Tm ra s khc bit v mc nhn bit ca tng nhm sinh vin i vi s nhn bit thng hiu in thoi Nokia Lumia.Cu hi nghin cu: Gia cc nhm sinh vin c s khc bit nh th no v mc nhn bit?T kt qu thu c, nhm a ra nhng kin ngh v xut gii pht cho vn c tm thy.1.3 i tng v phm vi nghin cu- i tng nghin cu: sinh vin ti trng i hc Cng Nghip Tp.HCM.- Phm vi nghin cu: ti trng i hc Cng Nghip Tp.HCM.

Chng 2: C S L LUN2.1 Tng quan v thng hiu2.1.1 Qu trnh hnh thnh thng hiu[footnoteRef:2] [2: Tiu Ngc Cm, 2004, nh hng chin lc xy dng v pht trin thng hiu nng sn cng ty Antesco. Kha lun tt nghip. Khoa Kinh t - QTKD, i hc An Giang]

Trc thp nin 80, khi nim thng hiu hon ton xa l vi gii kinh doanh cng nh i vi nhng chuyn gia thm nh gi tr doanh nghip. H nh gi ti sn ca doanh nghip ch l nhng vt hu hnh nh nh xng, my mc, thit b... Bc sang thp nin 80, sau hng lot cuc sp nhp, ngi ta bt u nhn thc c thng hiu l mt ti sn ng gi. iu ny c minh chng qua gi giao dch ca nhng v mua bn, sp nhp doanh nghip trn th trng lc by gi: tp on Nestle mua Rowntree vi gi gp 3 ln gi tr ca Cng ty trn th trng chng khon v gp 26 ln li nhun ca cng ty, tp on Builton c bn vi gi 35 ln gi tr li nhun ca n. K t , qu trnh nh gi thng hiu ngy mt r hn. Cho n lc ny s tn ti ca gi tr thng hiu trong gii kinh doanh l iu tt yu. Cc nh qun tr cng nh cc chuyn gia u phi tha nhn rng sc mnh ca Cng ty khng ch n gin cha ng phng php ch bin, cng thc hay quy trnh cng ngh ring m cn l cch lm sao cho mi ngi trn th gii mun dng. chnh l Thng hiu.2.1.2 Khi nim thng hiuBt kmtdoanh nghip no khi ra i d ln hay nhu c tn gi hay xa hn na l c biu tng, biu ng, chnh l thng hiu ca doanh nghip. Khi i vo hot ng doanh nghip phi t tn cho nhng sn phm, dch v ca mnh, l nhn hiu hng ha. Trn thc t, hai khi nim ny thng b nhm ln. V th chng ta cn tm hiu v khi nim thng hiu. c rt nhiu nh ngha v thng hiu, nh: Theo Hip hi Marketing Hoa K[footnoteRef:3]: Thng hiu l mt ci tn, biu tng, k hiu, kiu dng hay mt s phi hp ca cc yu t trn nhm mc ch nhn dng sn phm hay dch v ca mt nh sn xut v phn bit vi cc thng hiu ca i th cnh tranh. [3: Bennett, P.D. (ed.). (1995), Dictionary of Marketing Term, 2nd ed., Chicago, III: American Marketing Association, trang 27]

Theo Philip Kotle[footnoteRef:4]: Thng hiu c thc hiu nh l tn gi, thut ng, biu tng, hnh v hay s phi hp gia chng c dng xc nhn sn phm ca ngi bn v phn bit vi sn phm ca i th cnh tranh. [4: Philip Kotler (1995). Marketing. Prentice hall]

Theo nh ngha ca t chc shu tr tu th gii (WIPO): Thng hiu l mt du hiu (hu hnh v v hnh) c bit nhn bit mt sn phm hng ha hay mt dch v no c sn xut hay c cung cp bi mt c nhn hay t chc.Theo Amber & Style[footnoteRef:5]: Thng hiu l mt tp hp cc thuc tnh cung cp cho khch hng mc tiu cc gi tr m hi hi. Thng hiu theo quan im ny cho rng, sn phm ch l mt thnh phn ca thng hiu, ch yu cung cp li ch chc nng cho khch hng v n ch l mt thnh phn ca sn phm. Nhvy cc thnh phn Marketing hn hp (sn phm, gi c, phn phi v chiu th) cng ch l cc thnh phn ca mt thng hiu. [5: Amber, T. & C. Styles (1996), Brand Development versus New Product Development: Towards a process Model of Extension, Marketing intelligence & Planning, 14 (7): 10-19]

i vi php lut Vit Nam khng c khi nim Thng hiu m ch c khi nim Nhn hiu: Nhn hiu l du hiu dng phn bit hng ha, dch vca cc tchc khc nhau (iu 4 khon 16 Lut s hu tr tu 2005) Nhn chung, c hai quan im v sn phm v thng hiu: (1) thng hiu l thnh phn ca sn phm, (2) sn phm l thnh phn ca thng hiu. Trong , quan im th hai ngy cng c nhiu nh nghin cu v thc tin chp nhn[footnoteRef:6]. L do l khch hng c hai nhu cu: nhu cu v chc nng (functional needs) v nhu cu v tm l (psychological needs). Sn phm ch cung cp cho khch hng li ch chc nng v thng hiu mi cung cp cho khch hng c hai[footnoteRef:7]. [6: Amber, T. & C. Styles (1996), ti liu dn ] [7: Hankinson, G. & P. Cowking (1996), The reality of Global Brands, London: McGraw-Hill.]

Thng hiu l thnh phn ca sn phmSn phm l thnh phn ca thng hiu

Sn phmThng hiu

Thng hiuSn phm

Hnh 2.1: Sn phm v thng hiu

(Ngun:Nguyn nh Th& Nguyn Th Mai Trang (2002), Nghin cu cc thnhphn gi tr ca thng hiu v o lng chng trong th trng hng tiu dng tiVit Nam, B2002-22-33: TPHCM: Trng H Kinh T TPHCM, trang 6)2.1.3 Thnh phn ca thng hiuTheo quan im sn phm l mt thnh phn ca thng hiu ni trn, thng hiu l mt tp cc thnh phn c mc ch cung cp c li ch chc nng v li ch tm l cho khch hng mc tiu. Nh vy, thng hiu c th bao gm cc thnh phn sau: Thnh phn chc nng: thnh phn ny c mc ch cung cp li ch chc nng ca thng hiu cho khch hng mc tiu v n chnh l sn phm. N bao gm cc thuc tnh mang tnh chc nng (functional attributes) nh cng dng sn phm, cc c trng b sung (feraters), cht lng. Thnh phn cm xc: thnh phn ny bao gm cc yu t gi tr mang tnh biu tng nhm to cho khch hng mc tiu nhng li ch tm l. Cc yu t ny c th l nhn cch thng hiu, biu tng, lun c gi tr hay cn gi l lun c bn hng c o, gi tt l USP (unique selling proposition), v tr thng hiu ng hnh vi cng ty nh quc gia vi xut x, cng ty ni a hay quc t...2.2 Khi nim nhn bit thng hiuNhn bit thng hiu l giai on u tin trong tin trnh mua sm v l mt tiu ch quan trng o lng sc mnh ca thng hiu. Mt thng hiu cng ni ting th cng d dng c khch hng la chn. Tuy vy, vic qung b thng hiu cng rt tn km, nn vic hiu r c mc nh hng ca s nhn bit n tin trnh la chn sn phm s gip cho cc doanh nghip c c cch thc xy dng thng hiu t hiu qu vi chi ph hp l. Nhn bit thng hiu l mt thnh phn ca thi khch hng i vi thng hiu nu theo m hnh thi a thnh phn. C nhiu m hnh v thi ca con ngi. M hnh thng thng nht cho rng thi l mt khi nim a thnh phn: nhn bit (cognitive stage), nh gi hay thch th (affective stage), v xu hng hnh vi (conative stage).2.3 Cc cp nhn bit thng hiu* Mc nhn bit thng hiu c th c o lng bng thang ch tiu sau:1. Nhc n ngay ln u tin khi ni n chng loi sn phm (top of mind).2. Nhn bit khng nhc nh (spontaneous).3. Nhn bit c nhc nh (Promt).4. Khng nhn bit.* Thp nhn bitTng 1: Hon ton khng nhn bit cp ny, khch hng hon ton khng c bt k nhn bit no i vi thng hiu khi c hi, d c tr gip bng cch cho xem thng hiu nhc nh. Mc nhn bit ca khch hng i vi thng hiu trong trng hp ny l bng 0.Tng 2: Nhn bit khi c nhc nh o lng mc nhn bit thng hiu cp ny, ngi ta s dng cc k thut nghin cu nh phng vn qua in thoi hoc phng vn trc tip. Ngi c phng vn (p vin) s c nhc nh bng cch cho xem mt danh sch cc thng hiu trong cng nhm sn phm (show card), sau s tr li xem mnh nhn ra c nhng thng hiu no. tng ny, bt u xut hin s lin h gia thng hiu v sn phm, ngha l khch hng c th nh ra thng hiu khi c cho bit trc nhm sn phm ca thng hiu. Tuy nhin mi lin h ny cn rt yu.Tng 3: Nhn bit khng nhc nh cp ny, p vin s t mnh nu tn thng hiu m khng cn xem danh sch cc thng hiu nh cp 2. Mc nhn bit thng hiu tng ny t c l nh vo chin lc nh v thng hiuhiu qu. S thng hiu c khch hng lit k c thng t hn nhiu so vi khi c nhc nh, v ch nhng thng hiu c tn trong bng xp hng ca no mi c h nh.Tng 4: Nhn bit trc nhty l tng cao nht trong thp nhn bit. p vin nu tn thng hiu trc nht khi c hi v nhm sn phm. Trong trng hp ny thng hiu chim v tr c bit trong tr nh ca khch hng, v tr hng nht trong bng xp hng ca no. Tuy nhin trong nhiu trng hp khong cch gia thng hiu hng nht v thng hiu hng nh l khng ln (v d: Coca-Cola v Pepsi).2.4 o lng mc nhn bit thng hiu1. Gi nh (brand recall)Khch hng thng c yu cu lit k nhng thng hiu m h bit trong mt lnh vc no , v d nh xe hi, bt git, kem nh rng... Mt s nh nghin cu phn loi gi nh thnh 2 nhm: C gi v khng gi .Gi c s dng o lng xem khch hng c nhn ra khi thng hiu c nhc n hay khng. Cu hi thng dng nht l "Bn c bit thng hiu Honda khng?"Xt v mc ph bin ca thng hiu, cc cng ty thng c gng t mc gi nh cao nht m khng cn n gi . Thng hiu c nh n u tin (top of mind) s c c li th cnh tranh to ln so vi cc i th khc v d c khch hng u tin la chn hn.2. n nhn (brand recognition)y l cch o lng mc thng hiu c nhn dng khi nu ra cc thuc tnh, c im, sn phm hoc cc thng ip qung co.Kim tra mc nhn din logo v slogan cng l mt cch phng php o lng. Mt s thng hiu thng c logo hoc slogan rt d nhn bit nh Nike - Just do it hay logo qu to ca Apple.(Ngun:Bch khoa ton th m Wikipedia)2.5 Tng quan v i tng nghin cu2.5.1 S hnh thnh v pht trin thng hiu NokiaNm 1865 ci tn Nokia c bit n bi s ra i ca cng ty Nokia Company (Nh my sn xut bt g lm giy) Ty Nam Phn Lan do k s m Fredrik Idestam khi xng.Tip l s ra i ca cng ty Finnish Rubber Works (Cng ty Sn phm cao su Phn Lan thnh lp nm 1898) v Finnish Cable Works (cng ty Sn phm cp Phn Lan thnh lp nm 1912). Cui cng, vo nm 1967, 3 cng ty trn st nhp thnh tp on Nokia c tr s ti Keilaniemi,Espoo, mt thnh ph lng ging th Helsinki,Phn Lan.

Nokia c iu hnh bi Hi ng qun tr tp on do ch tch HQT & Tng Gim c ng u .Ch tch HQT & Tng Gim c Nokia l Jorma Ollila (gia nhp Nokia nm 1985) v Ch tch cng ty l Pekka Ala-Pietil (gia nhp Nokia nm 1984).Trong sut 148 nm thnh lp v pht trin, Nokia t mt hng sn xut giy tr thnh mt tng cng ty cung ng nhiu sn phm cng nghip v hng tiu dng, v hin nay l mt trong nhng doanh nghip hng u trn th gii v truyn thng di ng. Cui nm 2007, Nokia c khong 112.262 nhn vin lm vic 120 quc gia v ni 90 th ting khc nhau, bn sn phm hn 150 quc gia trn ton cu v t doanh s 51,1 t euro vi li tc 8 t USD nm 2007. Nokia nim yt c phiu trn th trng chng khon Helsinki nm 1915 - hin iu hnh 15 nh my sn xut trn 9 quc gia, duy tr cc c s nghin cu v pht trin 12 nc.2.5.2 S pht trin ca thng hiu Nokia LumiaNokia kinh doanh in thoi tri qua nhiu thi k vi cc dng sn phm a dng v chng loi:1987: Nokia Mobira Cityman 900-in thoi di ng truyn thng u tin c ra i.1992: Nokia 1011 l thit b s dng bng tn GSM c sn xut i tr u tin trn th gii. Vi mn hnh en trng hin th c hai dng vn bn ti a 8 k t, Nokia 1011 ch c hai chc nng l gi in thoi v nhn tin.

Nokia 1011.1994: Sri Nokia 2100 l cc in thoi di ng k thut s u tin ra i, gi d liu, fax v SMS(tin nhn nhanh).1998: Nokia 5100 - sc mu thi trang ra i l mt trong nhng model ph bin nht ca Nokia nhng nm 1998 - 2000. Thit b ny c thit k cc k chc chn, c nhiu mu ngi dng la chn.

5110 l model thng dng nht ca Nokia trong giai on 1998-2000.2001: in thoi Nokia quay phim u tin Nokia 7650 c cho ra mt.2004: Nokia gii thiu b su tp ba in thoi u tin.2005: Nokia vi dch v 3G u tin c cho ra mt th trng Nokia 6630 cng trong nm ny Nokia N-series c ra mt i din cho cng ngh hin i. 2006: Nokia N91 thit b di ng u tin vi mt cng cho php lu tr 3000 bi ht c tung ra Anh.2010: Nokia N8"ng t" ca dng Lumia ra i l chic in thoi Symbian chp nh p nht ca Nokia thi im . My c trang b camera ln n 12 MP, ng knh Carl Zeiss v n Flash Xenon. Cht lng nh chp caNokia N8c nh gi rt cao.

Ra i nm 2010, N8 c camera ln n 12 MPKiu dng ca N8 cng truyn cm hng Nokia to ra chic N9 v sau l mt lot cc mu in thoi Lumia dng Windows Phone.Ngy 16/11/2011 smartphone Nokia lumia 800 chic in thoi s dng h iu hnh Windows Phone u tin ca Nokia ra i.

Nokia Lumia 800Gi bn l cho Lumia800 mc 640USD. in thoi Lumia 800 c mn hnh 3.7inch vi phn gii Super AMOLED, c chc nng Nokia Drive min ph, tch hp dch v m nhc v mng x hi tiu chun ca Windows Phone.Thng 01/2012, ra mt Lumia 900 chy trn h iu hnh Windows Phone 7.5 nhng khng c Microsoft h tr nng cp ln Windows Phone 8. Ch 6 thng sau khi Lumia 900 ra mt, Nokia phi gp rt tung ra Lumia 920 dng Windows Phone 8 theo kp th trng.

Lumia 900.

Lumia 920Tip Nokia vn tip tc cho ra mt nhiu mu in thoi Lumia s dng Windows Phone 8: Lumia 620,Lumia 820, Lumia 625,

Lumia 625 4,7 inch bn cnh cc tin bi Lumia 620 v Lumia 820Nm 2013 nh cao l s ra i chic Lumia 1020 vi kh nng chp nh tuyt vi nht trong s cc smartphone hin ti.

Nokia Lumia 1020 gy n tng mnh vi camera khngThng 10/2013, Nokia s tip tc cho ra mt sn phm Lumia 1520nhiu kh nng tip tc hot ng trn nn tng Windows Phone GDR3 mi nht ca Microsoft.

Chic phablet Lumia 1520 ra mt ngy 22/102.5.3 Cc c im ni bt ca in thoi Nokia Lumia

Hnh nh chic in thoi vi dng ch Nokia Lumia v biu tng ca s (biu tng c trng ca Microsoft) ca h iu hnh Windows Phone.Dng in thoi ny c nhng c im ni bt sau:Gi c:Thng dao ng t 3 triu15 triu thch hp cho mi i tng khch hng t thu nhp thp n thu nhp cao.Thit k: p mt, hp thi trang, vi hnh dng vung vc chc chn. Mn hnh cm ng ln cc nhy, vin pha trn mn hnh logo Nokia c t gia.Mt trc l lp knh chng try xc, lp v nha sau lng c logo Nokia c th tho ri. V my dng sn, kh try. Mu sc phong ph: xanh, , trng, vng,Tnh nng: sn phm vi tnh nng a dng, ni bt nh:- Cp nht cng ngh mi nht vi h iu hnh Windows Phone 8: c th lm vic hiu qu ngay trn ng i vi MS Office v Outlook.- HERE Maps: d dng tm kim bt k a im no.- Nokia Smart Camera: thm hiu ng ng ngay khi chp.- Video cht lng cao: vi kt ni 3G c th ti video cc nhanh, khng git.- Mn hnh ln c th tn hng th gii gii tr khi lt web, xem video, chi game v chy cc ng dng.So vi cc sn phm cnh tranh n t Samsung, Apple,... Lumia c nhng li th hn nh: l sn phm ra sau nn hn ch c nhng khuyt im ca cc sn phm smartphone trc, to c s ch ngi tiu dng, hn na Nokial thng hiu c ting v sn phm bn v cht lng, Lumia cng c thit k p mt vi nhiu ng dng v trang b h iu hnh Windows Phone 8 ca Microsoft ni ting to s tin cy i vi mi i tng khch hng.Tuy nhin kh khn ln nht ca Nokia l cc sn phm iPhone, Galaxy,ra mt t rt lu v sm tr thnh sn phm a chung ca nhiu ngi tiu dng, hn ht trong gii sinh vin th nhng sn phm nh Galaxy ca Samsung li c li th hn v gi c.

Chng 3: PHNG PHP NGHIN CU3.1 Tin trnh nghin cu v quy trnh3.1.1 Tin trnh nghin cuBc 1: Xc nh vn n nghin cu (1 tun: 5/912/9)Tho lun a ra nhng vn ang c quan tm n v cn thit cho vic thc hin nghin cu hin nay, xc nh c mc tiu, i tng nghin cu.Bc 2: Xc nh thng tin cn thu thp (1 tun: 12/919/9)Xc nh r nhng iu cn bit, thng tin ny mang tnh cch nh tnh hay nh lng.Bc 3: Nhn nh ngun thng tin (1 tun: 19/926/9)Xc nh ngun thng tin v trch lc nhng thng tin cn thit cho vic nghin cuBc 4: Quyt nh phng php nghin cu: (2 tun: 26/910/10)Xc nh m hnh nghin cu s nhn bit thng hiu sn phm, tin hnh la chn cc phng php, thc o ph hp cho i tng nghin cu, a ra gi thuyt t cc yu t nh hng tm c.Bc 5: Thu thp v x l thng tin: (2 tun: 10/1024/10)Thit lp bng cu hi, ly c mu l 100 ti trng i hc Cng Nghip TP HCM, iu tra phng vn cc i tng nghin cu thng qua bng cu hi, phn loi, sp xp d liu.Bc 6: Phn tch v din gii thng tin (1 tun: 24/1031/10)Dng Excel v SPSS phn tch d liu v a ra kt qu, rt ra nhng kt lun v ngha thng tinBc 7: Bo co trnh by kt qu nghin cu (1 tun: 31/1015/11)D ton kinh ph: 100.000/ngiT kt qu phn tch trn a ra nhng nhn nh v gii php khc phc, lp bo co trnh by cc s liu thu thp c.3.1.1.1 Ly mu v x l s liuPhng php ly mu: kim nh nhng gi thuyt c t ra phn trc, nghin cu tin hnh kho st sinh vin Trng i hc Cng nghip TP.HCM.Vi tng lng sinh vin ton trng l 80.000, sinh vin Trng i hc Cng nghip Tp.HCM bao gm 2 nhm chnh l nhm sinh vin khi ngnh cng ngh v nhm sinh vin khi ngnh kinh t, ngoi ra cn c mt t l nh hn sinh vin khoa ngoi vn. V nhiu iu kin khch quan nn chng ti quyt nh chn phng php ly mu theo hn ngch.Cc bc x l s liu:- Lc d liu b trng, sai lch- Nhp d liu vo phn mm SPSS- Chy SPSS ly kt qu theo tiu ch ban u.3.1.1.2 Thang oS dng thang o ph bin khi dng nghin cu l: Likert, thang nh danh.3.1.1.3 Cng c nghin cuS dng php phn tch tin cy Cronbachs Alpha, phn tch nhn t EFA, phn tch hi quy, phn tch phng sai ANOVA v thng k m t kho st v s nhn bit ca sinh vin i vi in thoi thng minh mang thng hiu Nokia Lumia ti trng i hc Cng Nghip Tp. HCM.3.1.2 S m t quy trnh nghin cuNghin cu Marketing

- Loi bin c h s tng quan bin tng nh- Kim tra h s Alpha- Loi cc bin c trng s EFA nh- Kim tra cc yu t trch c- Kim tra phng sai trchC s l thuytNghin cu s b (nh tnh):- Tho lun nhm- Phng vn thiu chnhCronbachs AlphaPhn tch nhn t(EFA- Exploratory Factor Analysis)Thang o hon chnhPhn tch hi quy, ANOVAThang o chnh thcThang o nhpNghin cu chnh thc (nh lng):N= 100Thng k m t

Hi ng

1

3.2 Xy dng m hnh nghin cu s b3.2.1 Cc yu t nh hng ti s nhn bit thng hiu1. Qung co: l truyn thng trn din rng mang tnh cht phi trc tip ngi ngi. Qung co trnh by mt thng ip mang tnh thng mi theo nhng chun mc nht nh, cng mt lc truyn n mt s lng ln nhng i tng ri rc khp ni qua cc phng tin truyn thng i chng. Cc phng tin ny c th l pht sng (truyn thanh, truyn hnh), in n (bo, tp ch) v nhng phng tin khc (th tn, bin qung co, phng tin di ng, internet, email, SMS,)2. Khu hiu (Slogan): slogan trong kinh doanh c hiu l mt thng ip truyn ti ngn gn nht n khch hng bng t ng d nh, d hiu, c sc thu ht cao v ngha, m thanh. Slogan l s cam kt v gi tr, cht lng sn phm ca thng hiu vi khch hng. hnh thnh mt slogan cho cng ty, cho thng hiu no khng phi chuyn mt sm mt chiu m i hi phi c mt quy trnh chn la, thu hiu sn phm, cc li th cnh tranh, phn khc th trng, mc truyn ti thng ip khi chn slogan nh v trong tm tr ca khch hng bt c lc no. Slogan c xem nh l mt ti sn v hnh ca cng ty d rng n ch l mt cu ni.3. Tn:c cu to bi cc k t, cch pht m, cch vit Tn thng hiu, cng vi logo, slogan l nhng thnh phn c bn gip khch hng to c lin tng v thng hiu. Tn thng hiu l mt cu ni gia thng hiu v tm tr khch hng. 4. Logo: l mt dng thc c bit ca biu trng v mt thit k, n c th c cu trc bng ch, bng k hiu hoc hnh nh. Nhng khc vi tn doanh nghip v tn thng hiu, logo thng khng ly ton b cu hnh ch ca tn doanh nghip v tn thng hiu lm b cc. N thng c dng ch tt hoc cc k hiu, hnh nh c cu trc mt cc nghim ngt, to thnh mt b cc mang tnh tng trng cao. 5. S a dng: l qu trnh pht trin ci bin, sng to ra nhiu loisn phmt nhngsn phmtruyn thng sn c, ng thi ci bin v nhp ngoi nhiu loisn phmcng loi, phong ph v chng loi v mu m t nhngsn phmth nsn phmqua ch bin. y l mt trong nhng phng thc cn bn nng cao sccnh tranhtrn th trng. Sn phm cng a dng, thch hp vi nhiu i tng, cng to s ch v quan tm ca ngi tiu dng n thng hiu.6. Gi c: l tp hp tt c nhng chi ph sn xut ra sn phm,thng qua gi c ngi tiu dng nhn thc c cht lng, s a dng cc tnh nng v i tng phn khc ca sn phm. Mi hng sn xut khc nhau s cho ra sn phm ph hp vi tng i tng phn khc ca mnh, ph hp vi c trng ca tng doanh nghip, v vy qua gi c ngi tiu dng c th nhn bit n thng hiu. 7. Thit k sn phm: l s kt hp gia nguyn liu, cu trc, cch trnh by, hnh nh, mu sc v nhng thnh phn khc to ra s thu ht th gic cho mc ch truyn thng mc tiu v chin lc marketing ca mt thng hiu hay sn phm. V vy, c th ni, thit k bao b sn phm c ng gp khng nh trong vic xy dng mt thng hiu mnh v nht qun.Thit k sn phm phi nh vo tm l khch hng, tho mn c ni mong mi, c m su kn ca khch hng. Mi thit k khng nh nt c trng cho sn phm ca doanh nghip.8. Tnh nng ca sn phm: l nhng cng dng c trng c bn ca sn phm mang li cho ngi s dng. Ngy nay cng vi s pht trin ca khoa hc k thut thng thng cc sn phm c nhng cng dng c bn l ging nhau. c th thu ht c khch hng v ng vng c trn th trng th sn phm cn phi c b sung nhng chc nng ph thm, t s em li cho khch hng mt cm nhn ton din v sn phm v thng hiu .9. Kh nng chm sc khch hng: mt bc cao hn s i thoi, quan h gia khch hng v ngi bn hng phi thn thit nh nhng ngi bn. Qua hnh thc i thoi tr thnh cuc tr chuyn trn y tin cy v c tnh thuyt phc. Mun c c mt Thng hiu tt, c nhiu ngi bit n v tin dng th trc tin ta phi khng nh rng mun thuyt phc, chinh phc c mt ai trc tin ta phi hiu r c ngi , cng nh vy mun xy dng v pht trin c thng hiu th doanh nghip nn t chc nhng bui tr chuyn tm s vi khch hng. T hiu c nhng mong mun ca khch hng khi s dng sn phm.10. Uy tn ca doanh nghip: trn th trng, uy tn ca doanh nghip trn th trng l yu t quan trng gip doanh nghip c c thng hiu mnh. Khi doanh nghip c uy tn trn th trng th tc l sn phm ca doanh nghip c nhiu ngi tiu dng bit n v s dng. Tc l sn phm ca doanh nghip vt qua mc l mt ci tn v tin n l mt thng hiu vi ngha thc s. Cc khch hng s gii thiu hng ho ca doanh nghip cho nhng ngi xung quanh (v vy s tng c hi kinh doanh ca cng ty), lm cho khch hng tim nng tin vo sn phm ca doanh nghip, khch hng yn tm s dng sn phm, khi doanh nghip c uy tn trn th trng s to iu kin cho doanh nghip tm th trng mi. Qua sn phm ca doanh nghip s c nhiu ngi bit n v tr thnh yu t quan trng, i su vo tm tr ngi s dng mi khi h quyt nh mua sn phm, tc l ngh ti sn phm ca doanh nghip.3.2.2 M hnh nghin cu s bT cc nhn t trn nhm xut m hnh nghin cu sau:

TnM hnh trn cng l m hnh nghin cu chnh thc ca nhm. C th hn s c trnh by trong cc phn mc tip theo.3.3 Gi thuyt nghin cu s b* Qung co: H1H1a:Qung co c nh hng ti s nhn bit thng hiu Nokia LumiaH1b:Qung co khng c nh hng ti s nhn bit thng hiu Nokia Lumia* Slogan: H2H2a:Slogan gip d dng nhn dng thng hiu Nokia LumiaH2b:Slogan khng nh hng ti vic nhn dng thng hiu Nokia Lumia* Truyn ming: H3H3a:Yu t truyn ming gip d dng nhn dng thng hiu Nokia LumiaH3b:Yu t truyn ming khng c nh hng ti s nhn dng thng hiu Nokia Lumia* Logo: H4H4a: Logo c nh hng ti s nhn bit thng hiu Nokia LumiaH4b: Logo khng c nh hng ti s nhn bit thng hiu Nokia Lumia* S a dng: H5H5a: S a dng c nh hng ti s nhn bit thng hiu Nokia LumiaH5b: S a dng khng c nh hng ti s nhn bit thng hiu Nokia Lumia* Gi c: H6H6a: Gi c c nh hng ti s nhn bit thng hiu Nokia LumiaH6b: Gi c khng c nh hng ti s nhn bit thng hiu Nokia Lumia* Thit k: H7H7a: Thit k c nh hng ti s nhn bit thng hiu Nokia LumiaH7b: Thit k khng c nh hng ti s nhn bit thng hiu Nokia Lumia* Tnh nng: H8H8a: Tnh nng c nh hng ti s nhn bit thng hiu Nokia LumiaH8b: Tnh nng khng c nh hng ti s nhn bit thng hiu Nokia Lumia* Kh nng chm sc khch hng: H9H9a: Kh nng chm sc khch hng c nh hng ti s nhn bit thng hiu Nokia LumiaH9b: Kh nng chm sc khch hng khng c nh hng ti s nhn bit thng hiu Nokia Lumia* Uy tn doanh nghip: H10H10a: Uy tn doanh nghip c nh hng ti s nhn bit thng hiu Nokia LumiaH10b: Uy tn doanh nghip khng c nh hng ti s nhn bit thng hiu Nokia Lumia3.4 i tng kho st v mu nghin cuNh ni trong cc phn trn. i tng kho st chnh l sinh vin trng i hc Cng Nghip Tp. HCM. Ngoi ra c th hn s c trnh by trong phn nghin cu s b v nghin cu chnh thc di y.3.5 Nghin cu s b (Nghin cu nh tnh)3.5.1 Tin trnh nghin cuSau khi tham kho v ly kin ca mt nhm 30 sinh vin kt hp kt qu iu tra th, sau nhiu ln hiu chnh, bng cu hi cui cng c xy dng v a vo kho st nh lng.V bng cu hi s b cn mang nhiu sai st v cha hon chnh nn chng ti khng a trc tip vo tiu lun nghin cu ny m ch trnh by bng cu hi hon chinh trong phn nghin cu chnh thc m thi. Mong ging vin thng cm.3.5.2 Kt qunh gi s b thang o:Vic nh gi s b thang o c thc hin bng cch s dng phn tch nhn tEFA nhm cc bin trong thang o thnh cc nhn t v sau s dng h s Cronbach Alpha nhm xc nh tin cy ca chng.Cc thang o c xc nh y : gm 47 thang o ca 15 nhn t chnh tc ng n mc nhn bit ca khch hng v 1 thang o kho st mc nhn bit ca sinh vin.Kim nh m hnh: m hnh hiu chnh c kim nh bng phn tch tng quan v hi quy bi.3.6 Nghin cu chnh thc(Nghin cu nh lng) Xy dng bng cu hi3.6.1 Xy dng thang o v thit k bng cu hiQua cc bc thc hin nghin cu nh tnh, cc thang o c xc nh li (gm 41 thang o cho 10 nhn t, m hnh trang 15 l m hnh nghin cu chnh thc ca nhm)th hin trong bng cu hi dng Likert 5 phn nh sau:

BNG KHO ST S NHN BIT THNG HIU I VI SN PHM IN THOI THNG MINH (SMARTPHONE) NOKIA LUMIA

Xin cho cc bn! Chng ti n t khoa Qun Tr Kinh Doanh, ang thc hin mt cuc kho st v s nhn bit thng hiu in thoi Nokia Lumia.Mong cc bn gip chng ti hon thnh cuc kho st ny bng cch tr li cc cu hi di y. kin ca bn s gip chng ti hon thnh ti ny. Xin chn thnh cm n s hp tc ca cc bn!

1. Bn c ang s dng in thoi thng minh khng? Nu c ghi tn dng sn phm bn ang s dng. C, l: Khng2. Bn c quan tm n thng hiu ca cc dng in thoi thng minh khng? C Khng3. Bn bit nhng dng in thoi thng minh no hin nay? iPhone Samsung Galaxy Sony Xperia Nokia Lumia HKPhone Q-Smart Lenovo HTC LG KhcNu bn bit ti thng hiu Nokia Lumia mi bn tip tc. Nu khng xin b qua cc cu hi cn li. Cm n cc bn tham gia kho st!4. Bn quan tm n nhng yu t no ca cc sn phm Nokia Lumia? Gi c Kiu dng Mu sc Dung lng pin Camera H iu hnh Tnh nng Bo hnh Khuyn mi Khc5. Bn nhn xt nh th no v thng hiu Nokia Lumia? Vui lng nh gi khch quan theo cc mc sau y:

12345

Hon ton khng ng Khng ng ng mt phnng Rt ng

A. QUNG CO

1Rt d nh12345

2 li n tng lu di12345

3Nu bt c nhng tnh nng ca sn phm12345

B. SLOGAN (Khu hiu) Conecting people first

4D nh12345

5Gy n tng12345

6y sng to12345

7C ngha12345

C. TN Nokia Lumia

8D phn bit12345

9D c, d nh 12345

10Gy cho bn n tng12345

D. LOGO

11Logo Nokia d phn bit 12345

12Thit k ca logo gy n tng 12345

13Logo ca Nokia rt bt mt12345

E. S A DNG

14Mu sc a dng12345

15C nhiu chng loi sn phm khc nhau12345

16Ph hp vi nhiu i tng khc nhau12345

F. GI C

17Nhiu phn khc gi khc nhau12345

18Gi ph hp vi sinh vin12345

19Mc gi d chu hn so vi cc i th Samsung Galaxy, iPhone,12345

G. THIT K

20Thit k p12345

21Kiu dng trang nh12345

22Mu sc ni bt12345

23Mn hnh sc nt12345

24in thoi c kch thc mng12345

H. TNH NNG

25Lt web nhanh12345

26Mn hnh cm ng siu nhy 12345

27Camera phn gii ln12345

28Chp nh p12345

29Thi lng pin lu di12345

30Nhiu phn mm tin ch12345

31H iu hnh mi l12345

32D s dng12345

I. KH NNG CHM SC KHCH HNG

33B phn chm sc khch hng phc v tn tnh12345

34Tng i vin c thi chuyn nghip12345

35Tng i vin c kin thc tt12345

36Dch v bo hnh nhanh chng12345

37Dch v bo hnh cht lng12345

K. UY TN DOANH NGHIP NOKIA

38Lun i u v cng ngh12345

39Sn phm c bn cao12345

40Ni ting vi nhng sn phm ph thng gi r12345

L. NHN BIT CHUNG

41Khi chn mua in thoi di ng thng minh, Nokia Lumia l ci tn u tin bn ngh ti12345

42Bn s vn mua in thoi Nokia Lumia khi in thoi ny c gi cao hn mt t so vi cc sn phm cng loi ca hng khc12345

43Bn hay t vn cho bn b, ngi thn v Nokia Lumia khi h chn mua in thoi di ng thng minh12345

6. Tip theo, bn vui lng cho bit i nt v thng tin c nhn ca mnh:- Gii tnh: Nam N- Thu nhp bnh qun thng: 1 triu 1,1 - 2 triu 2,1 - 3 triu > 3 triu KIN NG GPPhn ny ghi nhn kin ng gp ca cc bn cho nhm kho st v mt s thng tin cn thiu st v thng hiu in thoi di ngNokia Lumia gip nng cao cht lng cng nh p ng nhu cu ca cc bn.

XIN CHN THNH CM N S HP TC CA BN!

3.6.2 Ly mu kho st v tin trnh thu thp d liu Cch ly mu: t c kch thc mu cn thit, nhm gi trc tip bng cu hi cho khong 120 sinh vin ngu nhin ang hc tp ti khun vin th vin trng i hc Cng Nghip Tp. H Ch Minh (G Vp, Tp. H Ch Minh) kho st v thu thp ngay ti ch. Thu thp d liu:Sau khi gi bng cu hi ti cc i tng c phng vn khong 120 phiu iu tra c hon tt v ghi nhn kt qu thu c. 3.6.3 X l d liuBc 1: D liu thu s c lm sch.Bc 2: M ha v nhp liu vo SPSS.Bc 3: Phn tch h s tin cy Cronbachs Alpha nhm xc nh mc tng quan gia cc thang o, loi nhng bin quan st khng t yu cu.Bc 4: Phn tch nhn t EFA nhm xc nh cc nhm bin quan st (nhn t) c dng phn tch hi quy. Bc 5: Phn tch tng quan hi quy v kho st s sai lch ANOVA nhm kim nh s ph hp ca m hnh nghin cu, kim nh cc gi thuyt xc nh r mc nh hng ca tng yu t tc ng n mc hi lng ca khch hng.Chng 4: PHN TCH D LIU4.1 Thng k m t (Descriptives Statistics)4.1.1 ang s dng in thoi thng minh?FrequencyPercentValid PercentCumulative Percent

ValidKhong4739,239,239,2

Co7360,860,8100,0

Total120100,0100,0

4.1.2 Quan tm n thng hiu cc dng in thoi thng minh?FrequencyPercentValid PercentCumulative Percent

ValidKhong75,85,85,8

Co11394,294,2100,0

Total120100,0100,0

4.1.3 Bit nhng dng in thoi thng minh hin nay?CountColumn Responses %(Base: Count)

Biet toi DTTM nao?iPhone9377,5%

Samsung Galaxy9377,5%

Sony Xperia6352,5%

Nokia Lumia8570,8%

HKPhone2420%

Q-Smart3025%

Lenovo417,2%

HTC6534,2%

LG6554,2%

Khac108,3%

Total120427,2%

4.1.4 Quan tm n nhng yu t ca cc sn phm dng in thoi thng minh Nokia Lumia? phn ny, khi lc d liu chng ti loi b cc bn ghi trng nhau hoc khng bit ti thng hiu Nokia Lumia (ging trong bng cu hi cp), tp trung cho vic kho st vi nhng ngi bit ti Nokia Lumia xem yu t no nh hng ti s nhn bit thng hiu ca h nht.V vy chng ti loi i 20 ngi, mu cn li ng 100. Nh vy, kch c N t y tr i l 100.CountColumn Responses %(Base: Count)

Quan tam toi yeu to nao cua Lumia?Gia ca8383,0%

Kieu dang6868,0%

Mau sac4444,0%

Dung luong pin5050,0%

Camera6262,0%

He dieu hanh6464,0%

Tinh nang6666,0%

Bao hanh3333,0%

Khuyen mai2626,0%

Khac1313,0%

Total100509%

4.1.5 Cc yu t nh hng n s nhn bit thng hiuSau y l thng k m t cho 10 nhn t cp trong m hnh nghin cu chnh thc.Qung co

NMinimumMaximumMeanStd. Deviation

Quang cao rat de nho100142,47,717

Quang cao an tuong lau dai100152,80,865

Quang cao neu bat tinh nang san pham100152,47,834

Valid N (listwise)100

Slogan


Slogan de nho100152,54,979

Slogan an tuong100152,60,888

Slogan sang tao100152,82,857

Slogan co y nghia100152,61,898


Tn


Ten de phan biet100152,02,943

Ten de doc de nho100152,18,999

Ten de gay an tuong100152,54,989


Logo


Logo de phan biet100152,21,977

Logo co thiet ke gay an tuong100152,60,888

Logo bat mat100152,84,940


S a dng


Su da dang mau sac100152,36,927

Su da dang chung loai san pham100142,34,844

Su da dang ve doi tuong su dung100152,301,010


Gi c


Gia co nhieu phan khuc100152,34,934

Gia phu hop sinh vien100152,761,065

Gia de chiu hon doi thu100152,62,962


Thit k


Thiet ke dep100152,53,904

Kieu dang trang nha100152,53,797

Mau sac noi bat100152,40,943

Man hinh sac net100152,33,853

Dien thoai co kich thuoc mong100152,73,920


Tnh nng


Luot web nhanh100152,43,956

Man hinh cam ung sieu nhay100142,15,833

Camera phan giai lon100152,16,861

Chup anh dep100152,11,942

Thoi luong pin lau dai100152,39,952

Nhieu phan mem tien ich100152,52,847

He dieu hanh moi la100152,51,937

De su dung100152,47,969


Kh nng chm sc khch hng


BP CSKH phuc vu tan tinh100142,64,732

Tong dai vien co thai do chuyen nghiep100152,78,799

Tong dai vien co kien thuc tot100142,63,787

DV BH nhanh chong100152,78,799

DV BH chat luong100152,73,750


Uy tn doanh nghip Nokia


Luon di dau ve cong nghe100152,55,845

San pham co do ben cao100152,13,917

Noi tieng voi nhung san pham pho thong gia re100152,26,928


4.1.5 o lng mc nhn bit chungNhn bit chung


Dien thoai dau tien nghi toi khi mua100153,00,921

Van mua khi gia cao100153,14,921

Tu van cho nguoi than100152,93,868


Kt qu iu tra cho thy mc nhn bit thng hiu ca sinh vin i vi dng sn phm in thoi thng minh Nokia Lumia l kh cao, trong 3 bin quan st ca thang o nhn bit chung ca sinh vin c GTTB t 2.93 n 3.14. y l mt du hiu tt cho thy phn no thng hiu Lumia ca Nokia ph bin b phn sinh vin. Nokia cn phi n lc hn y mnh s pht trin ca Lumia trong thi gian ti.4.2 Thit lp m hnh hi quy tng qut4.2.1 Kim nh tin cy Cronbachs AlphaH s Cronbachs Alpha kim nh tin cy ca thang o, cho php loi b nhng bin khng ph hp trong m hnh nghin cu. Tiu chun chp nhn cc bin: Nhng bin c h s tng quan bin tng ph hp (Corrected Item Total Correlation) t 0.3 tr ln. Cc h s Cronbachs Alpha ca cc bin phi t 0.7 tr ln Tha 2 iu kin trn th cc bin phn tch c xem l chp nhn v thch hp a vo phn tch nhng bc tip theo (Nunnally v BernStein, 1994).Sau y l kt qu chy Cronbachs Alpha cho 11 nhn t ca bng kho st:A. QUNG COReliability Statistics

Cronbach's AlphaN of Items

,6333

Item-Total Statistics

Scale Mean if Item DeletedScale Variance if Item DeletedCorrected Item-Total CorrelationCronbach's Alpha if Item Deleted

Quang cao rat de nho5,272,078,384,611

Quang cao an tuong lau dai4,941,451,570,332

Quang cao neu bat tinh nang san pham5,271,815,389,610

Cronbach's Alpha: H s Cronbach's Alpha N of Items: S Lng bin quan st Scale Mean if Item Deleted: Trung bnh thang o nu loi bin Scale Variance if Item Deleted: Phng sai thang o nu loi bin Corrected Item-Total Correlation: Tng quan bin tng Cronbach's Alpha if Item Deleted: H s Cronbach's Alpha nu loi bin H s Cronbachs Alpha ca nhn t qung co l 0.633 < 0.7 Loi ra khi m hnhB. SLOGANReliability Statistics


,7434



Slogan de nho8,034,433,492,712

Slogan an tuong7,974,555,548,677

Slogan sang tao7,754,513,596,652

Slogan co y nghia7,964,625,515,695

Nhn t Slogan c h s Cronbach's Alpha > 0.7 Cc h s tng quan bin tng > 0.3 chp nhn.C. TNReliability Statistics


,8263



Ten de phan biet4,723,335,625,815

Ten de doc de nho4,562,794,774,664

Ten de gay an tuong4,203,111,655,788

Nhn t Tn c h s Cronbach's Alpha > 0.7Cc h s tng quan bin tng > 0.3 chp nhn.D. LOGOReliability Statistics


,7683



Logo de phan biet5,442,592,583,711

Logo co thiet ke gay an tuong5,052,553,719,560

Logo bat mat4,812,863,514,782

Nhn t Logo c h s Cronbach's Alpha > 0.7Cc h s tng quan bin tng > 0.3 chp nhn.E. S A DNGReliability Statistics


,7153



Su da dang mau sac4,642,415,582,566

Su da dang chung loai san pham4,662,772,522,644

Su da dang ve doi tuong su dung4,702,354,508,665

Nhn t S a dng c h s Cronbach's Alpha > 0.7Cc h s tng quan bin tng > 0.3 chp nhn.F. GI CReliability Statistics


,6043



Gia co nhieu phan khuc5,382,682,443,465

Gia phu hop sinh vien4,962,200,499,366

Gia de chiu hon doi thu5,102,960,310,644

Nhn t Gi c c h s Cronbach's Alpha < 0.7 loiG. THIT KReliability Statistics


,7655



Thiet ke dep9,996,717,545,718

Kieu dang trang nha9,996,838,628,694

Mau sac noi bat10,126,511,559,713

Man hinh sac net10,196,943,538,721

Dien thoai co kich thuoc mong9,797,178,420,763

Nhn t Thit k c h s Cronbach's Alpha > 0.7Cc h s tng quan bin tng > 0.3 chp nhn.H. TNH NNGReliability Statistics


,7998



Luot web nhanh16,3117,711,441,787

Man hinh cam ung sieu nhay16,5917,376,591,765

Camera phan giai lon16,5816,812,654,755

Chup anh dep16,6315,892,719,742

Thoi luong pin lau dai16,3518,371,355,800

Nhieu phan mem tien ich16,2218,113,464,783

He dieu hanh moi la16,2317,169,531,773

De su dung16,2718,280,357,800

Nhn t Tnh nng c h s Cronbach's Alpha > 0.7Cc h s tng quan bin tng > 0.3 chp nhn.I. KH NNG CHM SC KHCH HNGReliability Statistics


,8535



BP CSKH phuc vu tan tinh10,926,398,672,821

Tong dai vien co thai do chuyen nghiep10,786,072,689,816

Tong dai vien co kien thuc tot10,936,349,618,835

DV BH nhanh chong10,786,113,676,819

DV BH chat luong10,836,324,671,821

Nhn t Kh nng chm sc khch hng c h s Cronbach's Alpha > 0.7Cc h s tng quan bin tng > 0.3 chp nhn.K. UY TN DOANH NGHIP NOKIAReliability Statistics


,6323



Luon di dau ve cong nghe4,392,665,290,722

San pham co do ben cao4,811,893,572,335

Noi tieng voi nhung san pham pho thong gia re4,682,038,483,473

Nhn t Uy tn doanh nghip c h s Cronbach's Alpha < 0.7loi y kt qu hi quy cho thy nu loi bin Luon di dau ve cong nghe th h s Cronbachs Alpha ca nhn t Uy tn doanh nghip s l 0.722 > 0.7. Tin hnh chy li Cronbachs Alpha, c kt qu:

Reliability Statistics


.7222



Sp so do ben cao3.74.861.565.a

Noi tieng v nhung sp pho thong gia re3.87.842.565.a

a. The value is negative due to a negative average covariance among items. This violates reliability model assumptions. You may want to check item codings.

Chng trnh bo c gi tr ph nh nn khng th dng phn tch bc tip theo c. Nh vy ta loi nhn t Uy tn doanh nghip Nokia.L. NHN BIT CHUNGReliability Statistics


,7703



Dien thoai dau tien nghi toi khi mua?6,072,530,565,734

Van mua khi gia cao5,932,429,612,682

Tu van cho nguoi than6,142,526,637,656

Nhn t Nhn bit chung c h s Cronbach's Alpha > 0.7Cc h s tng quan bin tng > 0.3 chp nhn.

Nh vy, chng ta c 7 nhn t khng b loi v c tin cy cao (kim nh Cronbachs Alpha) l: Slogan, Tn, Logo, S a dng, Thit k, Tnh nng v Kh nng chm sc khch hng. Yu t Nhn bit chung va c kim nh cng tha mn iu kin v thch hp vi nghin cu.Ba nhn t sau: Qung co, Gi c tin cy v Uy tn ca doanh nghip khng tha mn iu kin nn b loi ra khi m hnh v s khng xut hin trong bc phn tch EFA tip theo. C th cc bin quan st b loi khi phn tch Cronbachs Alpha: Quang cao rat de nho [V1.1] Quang cao an tuong lau dai [V1.2] Quang cao neu bat tinh nang san pham [V1.3] Gia co nhieu phan khuc [V6.1] Gia phu hop sinh vien [V6.2] Gia de chiu hon doi thu [V6.3] Luon di dau ve cong nghe [V10.1] Sp so do ben cao [V10.2] Noi tieng v nhung sp pho thong gia re [V10.3]4.2.2 Phn tch nhn t EFA - Exploratory Factor Analysis Phn tch nhn t l mt k thut phn tch nhm thu nh v tm tt cc d liu, rt c ch cho vic xc nh cc tp hp nhm bin. Quan h ca cc nhm bin c lin h qua li ln nhau c xem xt di dng mt s cc nhn t c bn. Mi bin quan st s c tnh mt t s gi l h s ti nhn t (Factor Loading), h s ny cho bit mi bin o lng s thuc v nhn t no. H s KMO (Kaiser-Meyer-Olkin) phi t gi tr 0.5 tr ln (0.5= 0.3 t mc ti thiu Factor Loading > 0.4 Xem l quan trng Factor Loading > 0.5 Xem l c ngha thc tin Factor Loading 0.3 c mu t nht 350 Factor Loading 0.55 c mu khong 100 350 Factor Loading 0.75 c mu khong 50 100 (Theo Hair & ctg (1998,111), Multivariate Data Analysis, Prentice-Hall International). Total Varicance Explained (tng phng sai trch) phi t gi tr t 50% tr ln. Eigenvalue (i din cho phn bin thin c gii thch bi mi nhn t) > 1 th nhn t rt ra c ngha tm tt thng tin tt nht. Gi s phng sai trch = 66.793. ngi ta ni phng sai trch bng 66,793%. Con s ny cho bit cc nhn t gii thch c 66.793% bin thin ca cc bin quan st (hay ca d liu)Nh vy sau phn phn tch Cronbachs Alpha chng ta cn 7 nhn t ph hp (khng k bin Y nhn bit chung) tng ng vi 31 bin tip tc i vo phn tch EFA.Kt qu phn tchPhn tch ln 1:KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.,764

Bartlett's Test of SphericityApprox. Chi-Square1,660E3

df465

Sig.,000

KMO = 0.764 nn phn tch nhn t l ph hp Sig. (Bartletts Test) = 0.000 (sig. < 0.05) chng t cc bin quan st c tng quan vi nhau trong tng th.Total Variance Explained

ComponentInitial EigenvaluesExtraction Sums of Squared LoadingsRotation Sums of Squared Loadings

Total% of VarianceCumulative %Total% of VarianceCumulative %Total% of VarianceCumulative %

19,27829,92829,9289,27829,92829,9283,85312,42912,429

22,5528,23138,1592,5528,23138,1593,55511,46823,897

31,9496,28644,4451,9496,28644,4453,0259,75833,655

41,8836,07450,5191,8836,07450,5192,5018,06741,722

51,6245,23955,7581,6245,23955,7582,3277,50749,229

61,3734,42960,1871,3734,42960,1872,2447,23956,468

71,3214,26064,4471,3214,26064,4471,8876,08762,555

81,1053,56468,0111,1053,56468,0111,6915,45668,011

9,9853,17671,187

10,9363,02074,207

11,8462,72976,935

12,7492,41579,350

13,7242,33481,684

14,6692,15783,841

15,5911,90885,749

16,5491,77187,519

17,4651,50189,020

18,4261,37490,394

19,3851,24291,637

20,3521,13692,772

21,3231,04193,814

22,300,96994,782

23,273,87995,662

24,251,81096,472

25,244,78697,258

26,221,71297,970

27,184,59298,562

28,157,50799,069

29,111,35799,426

30,100,32299,749

31,078,251100,000

Extraction Method: Principal Component Analysis.

Eigenvalues = 1.105> 1 i din cho phn bin thin c gii thch bi mi nhn t, th nhn t rt ra c gha tm tt thng tin tt nht. Tng phng sai trch: Rotation Sums of Squared Loadings (Cumulative %) = 68.011% > 50 %. iu ny chng t 68.011% bin thin ca d liu c gii thch bi 8 nhn t.Rotated Component Matrixa

Component

12345678

Camera phan giai lon,824

Chup anh dep,791

Man hinh sac net,672

Man hinh cam ung sieu nhay,630

He dieu hanh moi la,535

Luot web nhanh

Tong dai vien co kien thuc tot,776

Tong dai vien co thai do chuyen nghiep,770

DV BH chat luong,764

DV BH nhanh chong,749

BP CSKH phuc vu tan tinh,711

Ten de phan biet,827

Ten de doc de nho,809

Ten de gay an tuong,625

Logo de phan biet,552

Su da dang chung loai san pham,792

Mau sac noi bat,604

Su da dang mau sac,593

Su da dang ve doi tuong su dung,581

Logo bat mat,622

Logo co thiet ke gay an tuong,597

Thiet ke dep,512,572

Thoi luong pin lau dai-,532

Slogan co y nghia,809

Slogan de nho,649

Slogan sang tao,586

Slogan an tuong,531

De su dung,799

Nhieu phan mem tien ich,538

Dien thoai co kich thuoc mong,703

Kieu dang trang nha,530

Extraction Method: Principal Component Analysis.Rotation Method: Varimax with Kaiser Normalization.

a. Rotation converged in 19 iterations.

Kt qu phn tch ln 1: 31 bin quan st c gom thnh 8 nhn t, trong c cc bin quan st l: V8.1 (luot web nhanh) V7.1 (Thiet ke dep) V8.5 (Thoi luong pin lau dai) c h s Factor Loading < 0.5 nn loi khi phn tch EFA. Cng vic c thc hin tng t.Phn tch ln 2:

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy..754

Bartlett's Test of SphericityApprox. Chi-Square1.467E3

df378

Sig..000

Total Variance Explained



18.65330.90430.9048.65330.90430.9043.43612.27112.271

22.3348.33739.2412.3348.33739.2413.20811.45623.727

31.9066.80946.0501.9066.80946.0502.5799.21132.938

41.7616.28952.3391.7616.28952.3392.4678.81241.750

51.5135.40457.7431.5135.40457.7432.4388.70850.458

61.3704.89462.6371.3704.89462.6372.2337.97458.432

71.1023.93766.5751.1023.93766.5751.7646.30064.733

81.0603.78670.3611.0603.78670.3611.5765.62870.361

9.9423.36573.726

10.8062.87976.605

11.7632.72679.331

12.6742.40881.739

13.6622.36584.104

14.5431.93886.042

15.5051.80487.847

16.4731.68889.535

17.4051.44590.981

18.3721.33092.310

19.3411.21693.527

20.3141.12294.649

21.2951.05295.701

22.269.96196.662

23.231.82797.488

24.205.73298.220

25.186.66498.885

26.121.43199.316

27.111.39699.711

28.081.289100.000


Rotated Component Matrixa

Component

12345678

Tong dai vien co thai do chuyen nghiep.783

Tong dai vien co kien thuc tot.780

DV BH chat luong.757

DV BH nhanh chong.753

BP CSKH phuc vu tan tinh.711

Camera phan giai lon.862

Chup anh dep.813

Man hinh sac net.676

Man hinh cam ung sieu nhay.618

He dieu hanh moi la

Ten de doc de nho.820

Ten de phan biet.797

Ten de gay an tuong.663

Nhieu chung loai sp.803

Su da dang mau sac.614

Mau sac noi bat.611

Phu hop voi nhieu doi tuog.601

Thiet ke gay an tuong.803

Logo bat mat.728

Logo de phan biet.626

Slogan co y nghia.792

Slogan de nho.660

Slogan sang tao.621

Slogan an tuong.579

De su dung.751

Nhieu phan mem tien ich.611

Dt kich thuoc mong.718

Kieu dang trang nha

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.


Kt qu phn tch:Cc iu kin v KMO, sig., vn tip tc tha mn. Tng phng sai trch tng ln 70.361% chng t ta ang i ng hng. Tip tc loi 2 bin ra khi m hnh: He dieu hanh moi la [V8.7] Kieu dang trang nha [V7.2]Phn tch ln th 3KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy..746

Bartlett's Test of SphericityApprox. Chi-Square1.347E3

df325

Sig..000

Total Variance Explained



18.08231.08531.0858.08231.08531.0853.39513.05813.058

22.3168.90939.9942.3168.90939.9942.99811.53224.590

31.7936.89746.8911.7936.89746.8912.63710.14234.732

41.6986.53253.4231.6986.53253.4232.3889.18543.918

51.4855.71159.1341.4855.71159.1342.3579.06452.982

61.3405.15664.2901.3405.15664.2902.2618.69661.678

71.0844.16768.4571.0844.16768.4571.5616.00567.683

81.0323.96872.4261.0323.96872.4261.2334.74272.426

9.8913.42775.853

10.7312.81078.663

11.6842.63181.293

12.6382.45583.749

13.5922.27786.026

14.4771.83687.862

15.4061.56189.422

16.4001.53790.959

17.3821.46892.427

18.3721.43093.857

19.3031.16595.022

20.2811.08196.103

21.2701.04097.143

22.210.80897.951

23.200.76998.720

24.135.52099.240

25.115.44199.681

26.083.319100.000


Rotated Component Matrixa

Component

12345678

Tong dai vien co thai do chuyen nghiep.783

Tong dai vien co kien thuc tot.777

DV BH chat luong.761

DV BH nhanh chong.751

BP CSKH phuc vu tan tinh.711

Camera phan giai lon.862

Chup anh dep.819

Man hinh sac net.692

Man hinh cam ung sieu nhay.656

Ten de doc de nho.830

Ten de phan biet.789

Ten de gay an tuong.689

Thiet ke gay an tuong.806

Logo bat mat.733

Logo de phan biet.622

Nhieu chung loai sp.811

Mau sac noi bat.629

Su da dang mau sac.627

Phu hop voi nhieu doi tuog.573

Slogan co y nghia.808

Slogan sang tao.647

Slogan de nho.641

Slogan an tuong.574

De su dung.787

Nhieu phan mem tien ich.615

Dt kich thuoc mong.689

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.


Kt qu phn tch ln 3: 26 bin quan st cn li c gom thnh 7 nhn t, tt c c h s Factor Loading > 0.5 nn u c ngha v c chp nhn s dng trong cc bc phn tch tip theo.Phn tch ti ln th 3 chng t m hnh cn cha cht ch, c nhiu bin quan st khng hp l. Sau y l 5 bin b loi khi m hnh trong giai on phn tch EFA: luot web nhanh[V8.1] Thiet ke dep[V7.1] Thoi luong pin lau dai[V8.5] He dieu hanh moi la [V8.7] Kieu dang trang nha [V7.2]SPSS cho ta 26 bin quan st trong 8 nhm nhn t. Sau y l bng tng hp:Bng phn nhm v t tn nhm cho cc nhn t:

Nhn tBinCh tiuTn nhm

1V9.2Tong dai vien co thai do chuyen nghiepDch v CSKH

V9.3Tong dai vien co kien thuc tot

V9.5DV BH chat luong

V9.4DV BH nhanh chong

V9.1BP CSKH phuc vu tan tinh

2V8.3Camera phan giai lonTnh nng ni bt

V8.4Chup anh dep

V7.4Man hinh sac net

V8.2Man hinh cam ung sieu nhay

3V3.2Ten de doc de nhoTn

V3.1Ten de phan biet

V3.3Ten de gay an tuong

4V4.2Thiet ke gay an tuongLogo

V4.3Logo bat mat

V4.1Logo de phan biet

5V5.2Nhieu chung loai spS a dng

V7.3Mau sac noi bat

V5.1Su da dang mau sac

V5.3Phu hop voi nhieu doi tuog

6V2.4Slogan co y nghiaSlogan

V2.3Slogan sang tao

V2.1Slogan de nho

V2.2Slogan an tuong

7V8.8De su dungTnh hu dng

V8.6Nhieu phan mem tien ich

8V7.5Dt kich thuoc mongKch thc mng

4.2.3 M hnh nghin cu tng qutSau khi tin hnh phn tch nhn t EFA, chn lc c 8 nhn t. M hnh nghin cu tng qut c xy dng nh sau:

Cc gi thuyt chnh thc t ra l:H1: Dch v CSKH tc ng n s nhn bit ca sinh vin v Nokia LumiaH2: Tnh nng ni bt ca cc sn phm Nokia Lumia tc ng n s nhn bit ca sinh vin v Nokia LumiaH3: Tn thng hiu tc ng n s nhn bit ca sinh vin v Nokia LumiaH4: Logo thng hiu tc ng n s nhn bit ca sinh vin v Nokia LumiaH5: S a dng tc ng n s nhn bit ca sinh vin v Nokia LumiaH6: Slogan tc ng n s nhn bit ca sinh vin v Nokia LumiaH7: Tnh hu dng tc ng n s nhn bit ca sinh vin v Nokia LumiaH8: Kch thc mng ca in thoi tc ng n s nhn bit ca sinh vin v Nokia LumiaChng ta s tip tc kim tra cc bin ny trong quy trnh cui cng l hi quy.4.3 Hi quy tuyn tnh (Regression)T m hnh hi quy trn ta xy dng phng trnh hi quy c dng nh sau:Y = 0+ 1X1 + 2X2 + 3X3 + 4X4 + 5X5 + 6X6 + 7X7 + 8X8t cc bin trong phng trnh hi quy a bin nh sau:X1: Dch v chm sc khch hng (l trung bnh ca cc bin V9.2, V9.3, V9.5, V9.4, V9.1)X2: Tnh nng ni bt (l trung bnh ca cc bin V8.3, V8.4, V7.4, V8.2)X3: Tn (l trung bnh ca cc bin V3.2, V3.1, V3.3)X4: Logo (l trung bnh ca cc bin V4.2, V4.3, V4.1)X5: S a dng (l trung bnh ca cc bin V5.2, V7.3, V5.1, V5.3)X6: Slogan (l trung bnh ca cc bin V2.4, V2.3, V2.1, V2.2)X7: Tnh hu dng (l trung bnh ca cc bin V8.8, V8.6)X8: in thoi kch thc mng (bin V7.5)4.3.1 Phn tch tng quan h s PearsonChng ta s dng kim nh Pearson kho st a cng tuyn truc khi hi quy v lng ha mc cht ch ca mi lin h tuyn tnh gia hai bin nh lng phng trng hp a cng tuyn xy ra.a cng tuyn l trng hp cc bin c lp c tng quan vi nhau. Vn ca hin tng cng tuyn l chng to ra cc thng tin ging nhau, kh tch ri ra khi bin ph thuc.a cng tuyn lm tng lch chun ca cc h s hi quy v lm gim tr thng k t ca kim nh ngha nn cc h s c khuynh hng km ngha.Cn xem xt hin tng a cng tuyn khi hi quy nu h s Pearson > 0.3.Bng kt qu:Correlations

X1X2X3X4X5X6X7X8

X1Pearson Correlation1.412**.363**.292**.374**.338**.262**.126

Sig. (2-tailed).000.000.003.000.001.004.213

N100100100100100100100100

X2Pearson Correlation.412**1.448**.371**.496**.430**.385**.362**

Sig. (2-tailed).000.000.000.000.000.000.000

N100100100100100100100100

X3Pearson Correlation.363**.448**1.507**.473**.354**.346**.317**

Sig. (2-tailed).000.000.000.000.000.000.001

N100100100100100100100100

X4Pearson Correlation.292**.371**.507**1.504**.462**.336**.291**

Sig. (2-tailed).003.000.000.000.000.001.003

N100100100100100100100100

X5Pearson Correlation.374**.496**.473**.504**1.359**.253*.228*

Sig. (2-tailed).000.000.000.000.000.011.023

N100100100100100100100100

X6Pearson Correlation.338**.430**.354**.462**.359**1.166.409**

Sig. (2-tailed).001.000.000.000.000.099.000

N100100100100100100100100

X7Pearson Correlation.262**.385**.346**.336**.253*.1661.131

Sig. (2-tailed).004.000.000.001.011.099.194

N100100100100100100100100

X8Pearson Correlation.126.362**.317**.291**.228*.409**.1311

Sig. (2-tailed).213.000.001.003.023.000.194

N100100100100100100100100

**. Correlation is significant at the 0.01 level (2-tailed).

*. Correlation is significant at the 0.05 level (2-tailed).

Hu ht cc gi tr sig u nh hn 0.05 do vy cc bin u tng quan vi nhau v c ngha thng k. Cn li trng hp ca X7 v X6 sig. l 0.099 khng ng k lm v trng hp ca X7 v X8 sig. l 0.213 cn ch . H s tng quan ca cc bin Xi tng tc nhau cng khng cao lm (so vi 0.3) nn khi phn tch tng quan khng cn ch lm n hin tng t tng quan ca cc bin c lp.4.3.2 Phn tch hi quyPhn ny ta tin hnh phn tch hi quy tm ra mi tng quan gia cc bin trong m hnh hi quy. Phng php c s dng l Stepwise (a tng bin vo m hnh hi quy).Sau y l kt qu phn tch:Correlations

YX1X2X3X4X5X6X7X8

Pearson CorrelationY1.000.682.741.649.577.448.378.560.185

X1.6821.000.412.363.292.374.338.262.126

X2.741.4121.000.448.371.496.430.385.362

X3.649.363.4481.000.507.473.354.346.317

X4.577.292.371.5071.000.504.462.336.291

X5.448.374.496.473.5041.000.359.253.228

X6.378.338.430.354.462.3591.000.166.409

X7.560.262.385.346.336.253.1661.000.131

X8.185.126.362.317.291.228.409.1311.000

Sig. (1-tailed)Y..008.000.003.000.002.003.004.032

X1.008..000.000.002.000.000.004.106

X2.000.000..000.000.000.000.000.000

X3.003.000.000..000.000.000.000.001

X4.000.002.000.000..000.000.000.002

X5.002.000.000.000.000..000.006.011

X6.003.000.000.000.000.000..049.000

X7.004.004.000.000.000.006.049..097

X8.032.106.000.001.002.011.000.097.

NY100100100100100100100100100

X1100100100100100100100100100

X2100100100100100100100100100

X3100100100100100100100100100

X4100100100100100100100100100

X5100100100100100100100100100

X6100100100100100100100100100

X7100100100100100100100100100

X8100100100100100100100100100

Nhn xt: Bin Y c tng quan thun vi cc bin Xi , h s tng quan R u kh cao: bin tng quan mnh nht vi Y l X2 (R = 0.741), bin tng quan yu nht l X8 (R = 0.185). Mc ngha kim nh mi tng quan ca cc bin a s u c sig < 0.05 do vy, chng c ngha v mt thng k.Bng ny th hin phng php chn bin Stepwise vo phng trnh hi quy. Nhng bin c h s tng quan R < 0.3 b loi. Bin a vo u tin l bin tng quan mnh nht vi bin ph thuc Y (bin X2mnh nht, tip n l bin X1 X6) v cng th hin s lng bin ph hp trong m hnh hi quy a bin. Nh vy bin X8 b loi khi m hnh hi quy v c h s tng quan R < 0.3.Variables Entered/Removeda

ModelVariables EnteredVariables RemovedMethod

1X2.Stepwise (Criteria: Probability-of-F-to-enter = .100).

2X1.Stepwise (Criteria: Probability-of-F-to-enter = .100).

3X3Stepwise (Criteria: Probability-of-F-to-enter = .100).





a. Dependent Variable: Y

nh gi s ph hp ca m hnh hi quy:

Model Summaryc

ModelRR SquareAdjusted R SquareStd. Error of the EstimateDurbin-Watson

1.777a.604.601.287

2.795b.632.628.232

3.827c.684.681.197

4.856d.733.729.187

5.878e.771.768.156

6.910f.828.827.183

7.926g.857.845.1741.760

a. Dependent Variable: Y

H s tng quan R c chng minh l hm khng gim theo s bin c lp c a vo m hnh (7 bin). R2 = (857) th hin thc t ca m hnh. R2iu chnh t R2c s dng phn nh st hn mc ph hp ca m hnh hi quy a bin (0,845) v n khng phthuc vo lch phng i ca R2. kjgsdfkjslkfjslkdjfpowaj ml;ko Nh vy, vi R2iu chnh l 0,845 cho thy s tng thch ca mhnh vi bin quan st l rt ln v bin ph thuc s hi lng cakhch hng gn nh hon ton c gii thch bi 7 bin c lptrong m hnh. Kim nh ph hp ca m hnh hi quy:Tiu chun chp nhn s ph hp ca m hnh tng quan hi quy l: Kim nh F phi c gi tr sig < 0.05 Tiu chun chp nhn cc bin c gi tr Tolerance > 0,0001 i lng chun on hin tng a cng tuyn vi h s phng i phng sai VIF (Variance Inflation Factor) < 10Kim nh F s dng trong phn tch phng sai l mt php kim nh gi thuyt v ph hp ca m hnh hi quy tuyn tnh tng th xem xt bin ph thuc c lin h tuyn tnh vi ton b tp hp ca cc bin c lp. Trong trng hp ny, ta thy rng tr thng k F c gi tr sig rt nh cho thy m hnh s dng l ph hp.Bng kt qu ANOVA nh sau:ANOVAc

ModelSum of SquaresdfMean SquareFSig.

1Regression43.504120.105250.167.000a

Residual11.88698.085

Total55.39099

2Regression44.488218.244239.329.000b


Total55.39099

3Regression46.505310.336223.529.000c

Residual8.88596.051

Total55.39099

4Regression48.94347.920189.352.000d

Residual6.44795.045

Total55.39099

5Regression46.13456.972172.514.000e

Residual9.25694.040

Total55.39099

6Regression43.28465.264169.956.000f


Total55.39099

7Regression46.16475.113166.113.000g

Residual9.22692.033

Total55.39099

Da theo kt qu hi quy, ta xc nh c phng trnh hi quy nh sau:Y = 0.219 + 0.204X1 + 0.217X2 + 0.197X3 + 0.156X4 + 0.133X5 + 0.106X6 + 0.162X7Theo kt qu phn tch hi quy, th tt c 7 thnh phn o lng s nhn bit ca sinh vin u c mc ngha sig < 0.05, nn 7 nhn t ny c chp nhn trong phng trnh hi quy, v chng tcng nh hng n s nhn bit ca sinh vin (Y).4.4 Phn tch phng sai ANOVA/One-way ANOVA Khi nim v vn dng:Khi s dng kim nh t i vi hai mu c lp, trng hp bin phn loi c 3 nhm, chng ta c th thc hin 3 cp so snh (1-2,1-3,2-3). Nu bin phn loi c 4 nhm, chng ta c th phi thc hin 6 cp so snh (1-2,1 3,1-4,2-3,2-4,3-4). Trong nhng trng hp nh vy, chng ta c th s dng phn tch phng sai (Analysis Of Variance - ANOVA) Cc gi thuyt:H1: Khng c s khc bit v S nhn bit ca sinh vin gia cc nhm sinh vin c gii tnh khc nhau.H2: Khng c s khc bit v S nhn bit ca sinh vin gia cc nhm sinh vin c thu nhp khc nhau.Thc hin ANOVA vi SPSS nh sau:Gi thuyt H1: Khng c s khc bit v S nhn bit ca sinh vin gia cc nhm sinh vin c gii tnh khc nhau.Test of Homogeneity of Variances

Y

Levene Statisticdf1df2Sig.

.643198.425

- Kim nh Levene cho thy sig = 0.113 (> 0.05) nn chp nhn gi thuyt phng sai ca mc nhn bit l bng nhau gia cc nhm sinh vin c gii tnh khc nhau tin cy 95%. ANOVA

Y

Sum of SquaresdfMean SquareFSig.

Between Groups.0241.024.043.837

Within Groups55.36698.565

Total55.39099

Do vy, bng ANOVA s c s dng. Kt qu Sig = 0.837 (> 0.05) nn chp nhn gi thuyt H1 tin cy 95%, c ngha l khng c s khc bit c ngha thng k v mc nhn bit ca sinh vin gia cc nhm sinh vin c gii tnh khc nhau.

Gi thit H2: Khng c s khc bit v S nhn bit ca sinh vin gia cc nhm sinh vin c thu nhp khc nhau.Test of Homogeneity of Variances

Y

Levene Statisticdf1df2Sig.

,595396,620

- Kim nh Levene cho thy sig = 0.620 (> 0.05) nn chp nhn gi thuyt phng sai ca mc nhn bit l bng nhau gia cc nhm sinh vin c thu nhp khc nhau tin cy 95%. ANOVAY

Sum of SquaresdfMean SquareFSig.

Between Groups1,2653,422,748,526

Within Groups54,12596,564

Total55,39099

- Do vy, bng ANOVA s c s dng. Kt qu Sig = 0.526 (> 0.05) nn chp nhn gi thuyt H2 tin cy 95%, c ngha l khng c s khc bit c ngha thng k v mc nhn bit ca sinh vin gia cc nhm sinh vin c thu nhp khc nhau.

O LNG MC NHN BIT CA SINH VIN:Chng ta s kim nh thang o mc nhn bit ca sinh vin bng One-Sample Statistics. Kt qu:One-Sample Statistics

NMeanStd. DeviationStd. Error Mean

Y1003,0233,74799,07480

- Bng thng k cho thy mc nhn bit ca sinh vin ti Trng i hc Cng Nghip Tp.HCM kh tt. Vic o lng da trn thang o t 1 5 im tng ng vi mc t hon ton khng bit n rt bit. Kt qu cho thy mc nhn bit chung ca sinh vin c GTTB l 3.02, gi tr ny nm mc trung bnh, chng t sinh vin bit i vi thng hiu ca dng sn phm smartphone Nokia Lumia.One-Sample Test

Test Value = 0

tdfSig. (2-tailed)Mean Difference95% Confidence Interval of the Difference

LowerUpper

Y40,41999,0003,023332,87493,1718

Kt qu kim nh One-Sample Test cho thy Sig. = 0.000 (< 0.05), do vy kt lun rng Mc nhn bit ca sinh vin (GTTB = 3.02) c ngha v mt thng k v c th i din cho tng th, th hin mc nhn bit ca sinh vin v thng hiu dng sn phm smartphone Nokia Lumia tin cy 95%.

Chng 5: GII PHP V XUT5.1 Gii php5.1.1 ng dng c hiu qu h thng nhn din thng hiu H thng nhn din thng hiu Nokia Lumia cn c xy dng hng ti mc tiu: - Th nht, trin khai ng lot h thng nhn din thng hiu, thu ht s ch ca cc i tng sinh vin v mi khch hng trong tt c cc hot ng. - Th hai, h thng em li li ch cho khch hng, bn cnh nhng gi tr hu hnh, thng hiu mnh s em li gi tr cm nhn ngy cng ln.i vi hot ng qung co, phi phn bit r cc mc tiu pht trin sn phm, gii thiu tnh nng sn phm, gii thiu dch v... xy dng ni dung, hnh thc qung co ph hp. - Bn cnh cc hnh thc truyn thng qung co trn cc phng tin thng tin i chng bng cc thng bo, cn tng cng cc phim qung co sinh ng thng tin, qung co, ti tr cc chng trnh gii tr trn truyn hnh, nht l cc dch v gi tr gia tng mi ang c s cnh tranh gay gt. - Khu hiu, hnh nh nhn din thng hiu phi thc hin ng nht theo chin lc qung b thng hiu ca doanh nghip to sc mnh tng th, trnh s dng hai tn thng hiu khc nhau, gy s nhm ln cho khch hng. - T chc cc dch v hu mi bo hnh sn phm - Tng cng cng tc khuyn mi i vi cc khu vc ang tha nng lc mng li v c s cnh tranh cao thu ht khch hng. Chng trnh khuyn mi phi c xy dng ph hp nhu cu, s thch ca khch hng: T chc thm d kin khch hng v hot ng qung co, khuyn mi ca n v thng qua cc phiu iu tra. Qua mi t qung co, khuyn mi phi tin hnh nh gi kt qu xc nh hiu qu thc hin v t rt ra nhng kinh nghim cho cc t sau. Tin hnh iu tra, phn khc th trng, chn th trng mc tiu cho tng sn phm, dch v, thu thp thng tin v xu hng tiu dng i vi tng loi sn phm, dch v. Xy dng v hon thin c s d liu khch hng m bo chnh xc cao, thng tin v khch hng m bo tnh cp nht... gip h tr tt hn cho cc hot ng chm sc khch hng, iu tra th trng v trin khai cc chng trnh khuyn mi. Cc hot ng chiu th, qung co phi da trn phn khc th trng, do mi phn khc th trng khc nhau c nhng nhu cu s dng khc nhau- Thc hin tt tiu chun phc v khch hng ca im giao dch, qun l, s dng hiu qu khng gian quy giao dch, gii quyt cc vng mc, yu cu ca khch hng nhanh chng, nhit tnh mang n tng tt cho khch hng, n tng cng tt th kh nng gi chn khch hng s tt hn, khch hng s cn quay li giao dch ln sau v nhng ln sau na- Cc i tip th - bn hng chuyn trch: Phn loi v phn tuyn khu vc khch hng theo a ch v i tng khch hng trn a bn qun l. Trc tip gii thiu, bn sn phm, dch v, chm sc khch hng, thng tin th trng ca cc nhm khch hng: C quan, t chc, ngnh thuc b my ng, chnh quyn, hi ng nhn dn on th cc cp; doanh nghip; t nhn, h gia nh, h kinh doanh c th; khch hng tim nng (khch hng c nhu cu pht sinh nhu cu dch v vin thng nhiu vi doanh thu ln). Nm bt cc nhu cu cng nh thng tin v nguyn nhn ct gim ca cc i tng khch hng. Trc tip qun l h thng i l, cng tc vin trc thuc a bn qun l. Gim st cht ch hiu qu cng vic ca cng tc vin v tng hp tnh hnh bn hng ca i l, cng tc vin. Thng xuyn cp nht, nm bt thng tin th trng, cc chng trnh khuyn mi, chm sc khch hng, truyn thng, bn hng, cht lng sn phm mi ca cc i th cnh tranh. xut cc chng trnh pht trin, ci tin sn phm, dch v chm sc khch hng ph hp trn a bn qun l.5.1.2Nng cao cht lng dch v chm sc khch hngTheo kho st nh gi cht lng phc v ca i ng nhn vin v dch v bo hnh ti cc c s doanh nghip Nokia mc trung bnh. Thc t, i ng nhn vin chnh l b mt ca doanh nghip Nokia th hin hng ngy vi khch hng. Cht lng phc v ca i ng ny c tc ng rt ln ti hnh nh cng nh uy tn ca doanh nghip. Cng vi ch s bo hnh sn phm tt s to s tin tng ca khch hng i vi sn phm. V vy cn nng cao cht lng dch v chm sc khch hng bng cch thc hin mt s bin php sau:Trc ht cn thng nht v cc tiu chun hnh thc bn ngoi vi i ng nhn vin ny nh ng phc, qun o, giy dp, u tc, cung cch phc v.... Th hai cn xy dng b quy tc ng x ca nhn vin khi tip xc vi cc khch hng nh b tiu chun nh gi mc hon thnh cng vic, khen thng v k lut c th o lng chnh xc hiu qu ca i ng ny t c nhng iu chnh kp thi. Th ba, cng tc tp hun, cp nht thng tin cho i ng nhn vin l c bit cn thit va gp phn nng cao nghip v cho h, va to iu kin h c th pht huy ht kh nng chuyn mn ca mnh. Th t, cn ti cu trc li lao ng cho i o to li v dnh phn ngn qu gii quyt chnh sch lao ng khng cn nng lc phc v.... cn tng cng hng dn nghip v, cc chnh sch gi khuyn mi i vi nhn vin c th t vn cho khch hng, thi , cch ng x vi khch hng, ng phc m bo tnh chuyn nghip nhm gy thin cm cho khch hng v hnh nh. i vi nhn vin giao dch vi khch hng: Tng cng kim tra, gim st, chn chnh vic phc v khch hng ca nhn vin thng qua hnh thc khch hng b mt. Bng mi bin pho thit thc, hu hiu, xy dng c ch thng, pht nhm nng cao thc trch nhim ca cn b nhn vin trong cng tc phc v khch hng.5.1.3Xy dng chin lc nh v thng hiu sn phmTrong cc yu t sn phm th gi c, thit k, tnh nng, c nhiu ngi tiu dng quan tm nht, c bit l gi c.Tuy thit k v tnh nng sn phm Nokia Lumia to c s ch ca nhiu ngi tiu dng nhng mt s ngi tiu dng nhn nh rng sn phm vn cn km hn cc i th cnh tranh c bit v thit k v vy cn tip tc ci tin thit k, a dng ha cc tnh nng v cc phn mm tin ch, n gin cch s dng, a dng ha sn phm ph hp vi nhiu i tng phn khc khch hng khc nhauBn cnh cn xy dng chin lc nh v gi sn phm thch hp vi tng phn khc th trng m bo s hi lng ca khch hng i vi sn phm, c th da vo bng sau:

Bng ma trn gi/tnh nng (ngun http://doc.edu.vn/tai-lieu )- nh gi m bo hi lng cao nhm phc v nhng khch hng ang tm kim nhng tnh nng tt v sn sng tr gi cao.- nh gi m bo hi lng cng chia ch li p dng khi cng ty t c hiu ng ng cong kinh nghim, khi sn lng cng ty s tng ln trong khi chi ph s gim mnh. iu ny s dn n gi bn ca cng ty s thp hn cc i th cnh tranh, em li li ch cho khch hng v cho chnh bn thn cng ty.- nh gi m bo hi lng tm thi xy ra v mun m bo tnh nng cao vi gi thp, cng ty phi bn sn phm thp hn chi ph b ra.- nh gi m bo s hi lng a v xy ra khi khch hng c chp nhn gi cao hn so vi tnh nng ca sn phm.- nh gi m bo hi lng mc tiu chun t c nh cung cp sn phm c tnh nng v gi c m a s khch hng chp nhn c.- nh gi m bo s hi lng v gi r i hi cng ty phi cung cp sn phm tiu chun vi gi r hn mc bnh thng.- nh gi gy s bt mn l sau khi mua sn phm, tnh nng ca n s gy nn s bt mn. Do khch hng s trnh mua ln hai.- nh gi m bo hi lng c mc cng tng t nh trng hp gy bt mn, ch khc khch hng c th mua lp li mt hoc hai ln trc khi thi khng mua sn phm na.- nh gi m bo s hi lng v gi tr cung cp sn phm gc cho nhm khch hng ch tin mua cc loi sn phm khng rm r.Ty vo i tng v mi trng m s dng chin lc nh gi ph hp.Sinh vin l i tng tim nng ca doanh nghip c thu nhp thp, tuy vy vn mong mun s hu sn phm a dng tnh nng v c cht lng cao thun li cho cng vic v vy doanh nghip c th s dng cc chin lc nh gi m bo hi lng tm thi i vi sn phm mi thm nhp th trng, hay cc chin lc nh gi m bo hi lng cng chia ch li, nh gi m bo hi lng mc tiu chun.5.1.4 Tng cng cng tc truyn thng, pht trin thng hiuC th thy thng hiu sn phm Nokia Lumia ch mi t mc trung bnh v vy cn c chin lc pht trin thng hiu. Khi thng hiu tn ti trong tm tr khch hng, n l mt thng hiu mnh. l iu m bt k doanh nghip no cng mun t c. V th khi cn pht trin thng hiu th hy pht tn n khp mi ni c th. Qung co t lu chin lc qung co c xem l th mnh thnh cng trong kinh doanh.-Qung co gip cho doanh nghip to ra nhu cu i vi sn phm, tng sc mua, nng cao th phn, thng tin nhanh chng cho th trng, gii thiu sn phm mi, trang b cho khch hng nhng kin thc tt nht la chn sn phm ph hp vi nhu cu mi khch hng. Qung co l cch thc truyn thng hu hiu chng xi mn thng hiu, nh thc tim nng pht trin thng hiu, nng cao mc nhn bit thng hiu c bn phi bit qung co.Theo nh gi t cuc kho st, phn ln KH khng by t kin g v cc chng trnh qung co hay ni cch khc l cc chng trnh truyn thng sn phm Nokia Lumia cha mang li hiu qu cao. Chnh v vy duy tr v tng cng cc hot ng qung co qung b hnh nh thng hiu n khch hng l vic lm cn thit. Qung co trn TV, bo ch, cc phng tin truyn thng,to n tng cho khch hng gip khch hng nh v bit n sn phm tuy nhin hu ht cc sinh vin tip cn internet nhiu hn, v vy doanh nghip nn xy dng website ring cho sn phm. Thng qua website khng nhng khch hng d dng bit c gi, nhng tnh nng sn phm m cn gip doanh nghip tit kim c chi ph.- V tn, logo, slogan: theo nghin cu cho thy hu ht khch hng nh gi tn, logo, slogan ca Nokia Lumia d nhn bit, d phn bit, n tng v c ngha. Tuy vy cc bng hiu qung co ti cc khu vc i l cn thit k mi b tr hnh nh r rng, khch hng ch ti.5.2 Kin ngh5.2.1 i vi doanh nghip Nokia- u t thm chi ph thu mn cc chuyn gia k thut, tip tc nng cao cht lng sn phm, nng cp h iu hnh, a dng thm cc tnh nng, thay i thit k ph h vi xu hng ngi tiu dng.- o to, xy dng i ng nhn vin c k nng phc v chuyn nghip, c thc trch nhim tt, bit cp nht nhng thng tin sn phm,..- Xy dng chin lc gi c ph hp, m rng nhiu i tng phn khc th trng- Tng cng cc chin dch qung co sn phm, c th s dng phng php tip th trc tip n cc trng cao ng, i hc,..5.2.3 i vi cc c quan nh ncCn y mnh hn cng tc qun l, trnh hin tng hng gi hng nhi nh hng n uy tn sn phm. Quy nh mt cch r rng v tng thm nhng hnh thc x pht i vi nhng i tng vi phm.

TI LIU THAM KHONgun t website:1. Tu Minh. (2013). Hng lot sn phm mi ca Nokia ra mt th trng. Vnmedia.com.vn. Truy cp thng 9, 2013 t http://vnmedia.vn/VN/cong-nghe/tintuc/35_1493529/nokia_quot_ban_lien_thanh_quot_tai_thi_truong_viet.html2. Thnh Lun. (2013). Thng hiu Lumia s l ca Microsoft. Thanh Nin Online. Truy cp thng 9, 2013 t http://www.thanhnien.com.vn/pages/20130904/thuong-hieu-lumia-se-la-cua-microsoft.aspx3. Anh V. (2013). nh gi Nokia Lumia 520 - Mn hnh p, hiu nng tt. SoHoa.VnExpress.net. Truy cp thng 9, 2013 t http://sohoa.vnexpress.net/danh-gia/dien-thoai/danh-gia-nokia-lumia-520-man-hinh-dep-hieu-nang-tot-2604481.htmlNgun t sch:1. Dan Stenbock. (2011). Cuc cch mng Nokia. NXB Bu in. 201, 15-19.2. Nguyen, N.T. (2009). Nokia 2G-3G - K thut thm nhp, s dng, sa cha & ci t cc i in thoi. NXB Hng c. 350, 21-25.3. Dang, T. & Ngoc, H. (2011). Jorma Ollila v Nokia - a th gii n gn nhau. NXB Tr. 95, 12-15.Ngun t nghin cu:1. Nguyen, T.H.N. (2010). Chin lc a sn phm in thoi X3-02 ca tp on Nokia n vi th trng Vit Nam Khoa Qun tr kinh doanh HLXH H Ni. 10, 5-6.2. Le, T.M.P. (2009). Chin lc xc tin hn hp Khoa Ti chnh ngn hng i hc Hng Vng. 41, 26-27.3. Tran, T.B.H. (2010). Chui cung ng Nokia Khoa Qun tr kinh doanh i hc Kinh t Tp. HCM. 3, 27-31.

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Nghiên Cứu Sự Nhận Biết Thương Hiệu Của Sinh Viên Đối Với Sản Phẩm Smartphone Nokia Lumia Tại Trường Đại Học Công Nghiệp TP. HCM