W&S - Khảo sát thị trường thức ăn nhanh tại các thành phố lớn - 12_2012 - Viet

Kho st th trng thc n nhanh ti cc

thnh ph ln

25.12.2012

http://www.flickr.com/photos/saechang/4516316564/

public-domain-image.com

http://www.flickr.com/photos/jk_too/3344322578/

http://www.flickr.com/photos/hulagway/6145113881/

Mc lc

Phn 1: Thng tin nghin cu Tr.3

Phn 2: Thng tin th trng thc n nhanh Tr.5

Phn 3: Tm tt kt qu nghin cu Tr.8

Phn 4: Bo co chi tit Tr.11

Phn 5: Kt lun Tr.50

Phn 6: Thng tin p vin Tr.53

2

3

Phn 1: Thng tin nghin cu

Thng tin nghin cu

4

Thi gian kho st : 01.11 09.11.2012

Tng mu nghin cu : 272

Gii tnh & tui : Nam v N, t 16 tui tr ln

Thu nhp gia nh : T 15 triu tr ln

Khu vc nghin cu : H Ch Minh v H Ni

iu kin nghin cu : S dng thc n nhanh trong vng 3 thng va qua v

mc dng t nht 3 thng / ln.

Mc tiu nghin cu : Nhm khm ph thi quen dng thc n nhanh ti cc

thnh ph ln. Bn cnh , iu tra mc a

chung ca NTD i vi cc thng hiu thc n

nhanh ang c mt ti Vit Nam.

5

Phn 2: Thng tin th trng

1. Thc n nhanh l g?

2. Th trng thc n nhanh

3. C hi

6

Thng tin th trng thc n nhanh

1. Thc n nhanh (fastfood) l g?

Thc n nhanh l thut ng ch loi thc n vi cc thnh phn c lm nng trc hoc nu sn, c bn

ti nh hng hoc ca hng c th phc v khch hng mt cch nhanh chng, tin li v tit kim thi gian

ti a.

Ngi dng c th n ti ch hoc yu cu ng gi mang i.

2. Th trng thc n nhanh.

KFC c xem l mt trong nhng thng hiu thc n nhanh ngoi c mt sm nht ti Vit Nam. i

in thng hiu ny cho bit h phi chu l lin tc trong vng 7 nm lin ch hnh thnh thi quen s

dng fastfood cho ngi Vit.

Theo thng k ca B Cng Thng cho thy, tng doanh s ca ngnh thc n nhanh Vit Nam nm 2011

c tnh t 870 t ng, tng 30% so vi nm 2010. Tuy vy, th phn ch tp trung ch yu thuc v cc

thng hiu ni ting nc ngoi nh KFC (M), Lotteria (Hn Quc) v Jollibee (Philippines).

Hin ti, cc thng hiu thc n nhanh ca Vit Nam cn t hoc khng c kh nng cnh tranh vi thng

hiu ngoi nhp, ngoi tr mt s thng hiu c bit n nh thnh phn tin phong ca fastfood Vit

nh: Ph 24h, Vietmac

7

Thng tin th trng thc n nhanh

3. C hi

Theo kho st v ngnh cng nghip thc n nhanh ca Nielsen Vit Nam (2010),

ch ra rng c n 86% khch hng s dng sn phm ny thuc tui t 20 35.

Trong khi , Vit Nam c dn s xp x 90 triu ngi vi khong trn 65%

tui di 35.

Th trng thc n nhanh ca Vit Nam ang tr thnh ngnh c tc tng

trng cao v n nh trong cc ngnh hng tiu dng thc phm hin nay (B

Cng Thng, 2012). C th ni rng th trng thc n nhanh ti Vit Nam ang

l mt mnh t kh mu m thu ht s ch v u t ca hng lot thng

hiu thc n nhanh hng u th gii. in hnh vi cc s kin gn y nh:

Theo bo Din n Doanh Nhn a tin, Sau gn 4 nm nghin cu th trng,

mi y tp on The Johnny Rockets quyt nh thm nhp th trng Vit

Nam qua vic tm kim i tc nhng quyn thng hiu chui nh hng

thc n nhanh.

Tng t, bo Nhp Cu u T a tin, vo cui thng 8 va qua, mt lnh

o cp cao ca tp on ni ting McDonalds n thm v lm vic vi vi

i tc nhng quyn tim nng nhm xc tin vic khai trng nh hng u

tin ti TP.HCM.

http://www.flickr.com/photos/oakleyoriginals/6189110368/sizes/

m/in/photostream/

8

1. Thi quen dng fastfood

2. Thng hiu fastfood

Phn 3: Tm tt kt qu nghin cu

http://pixabay.com/en/french-fries-chicken-nuggets-fake-19163/

http://pixabay.com/en/bacon-fried-egg-hamburger-food-19573/

http://pixabay.com/en/hot-dog-food-sandwich-mustard-21074/

9

Tm tt kt qu nghin cu (1)

1. Thi quen dng fastfood.

C n 73.6% trong tng s 370 p vin c kho st s b dng fastfood trong vng 3 thng qua. Phn

ln, h thng n ca hng fastfood 2 3 ln / thng.

c ngi khc mi, n vo cui tun hoc Lc cm thy thm l 3 trong nhng l do chnh thu ht khch

hng n vi ca hng thc n nhanh.

Bui ti (sau 6g) l khong thi gian p vin thng dng fastfood nhiu nht.

C n 71.7% i tng c nghin cu i n cng Bn b / ng nghip. c bit, nhm p vin c

con cng thng dng fastfood vi con h.

Chi ph trung bnh cho mt ngi dng ti mt cc ca hng fastfood tiu biu nh sau:

50.000 70.000 VN: Ph 24

70.000 90.000 VN: Lotteria v Jollibee

90.000 110.000 VN: KFC, Pizza Hut v BBQ Chicken

10

Tm tt kt qu nghin cu (2)

2. Thng hiu fastfood.

Ba thng hiu c mc nhn bit tt nht t ngi tiu dng ln lt l: KFC, Lotteria v Ph 24. Trong

, KFC c mc nhn bit u tin rt cao vi 70.2%. Trong khi , Ph 24 li l thng hiu dn u

trong nhn bit c tr gip vi t l la chn t p vin ln n 80.8%.

KFC, Lotteria v Pizza Hut l 3 thng hiu c s dng nhiu nht trong 3 thng qua v cng ng thi

thu ht c s khch hng thn thit ln nht.

nh gi mc quan trng ca ngi dng vi cc yu t ca hng thc n nhanh trn thang im 5, kt

qu thu c s im trung bnh tng ng vi tng yu t nh sau: Sn phm: 3.85, Phn phi: 3.98, Chiu

th: 4.18, Gi c: 4.22

Hp v sinh l mt trong nhng yu t c khch hng nh gi tt nht vi ca hng thc n nhanh

thng dng. Tuy nhin, p vin li khng hi lng v Gi c, Khng gian ca hng n o.

11

Phn 4: Bo co chi tit

1. T l dng fastfood trong vng 3 thng qua

2. Mc dng fastfood

3. Dp dng

4. Thi gian thng dng

5. Ngi dng cng

6. Mc gi thng chi tr

7. Yu t quan tm khi chn thng hiu

I. THI QUEN DNG FASTFOOD

1. Mc nhn bit

2. Thng hiu thng dng nht

3. Thng hiu dng trong vng 3 thng qua

4. nh gi ca hng n thng xuyn

5. Mc hi lng thng hiu thng dng

II. Thng hiu fastfood

http://pixabay.com/en/bacon-fried-egg-hamburger-food-19573/

public-domain-image.com

http://www.flickr.com/photos/preppybyday/4808613736/

12

I. THI QUEN DNG FASTFOOD

13

1. T l dng trong vng 3 thng qua

73.6% 26.4%

C Khng

43.2%

56.8%

Nam N

73.6% c dng

Qua kho st s b 421 p vin, c n 73.6% ngi dng fastfood trong 3 thng va qua. Trong , n gii

chim t l s dng nhiu hn nam gii.

N = 421 N = 272

14

3.7%

14.3%

30.1% 30.9%

12.9%

8.1%

Mi ngy 3 - 6 ln / tun 1 - 2 ln / tun 2 - 3 ln / thng 1 ln / thng 2 - 5 ln / 6 thng

2. Mc dng thc n nhanh

1/3 nhng ngi c nghin cu thng xuyn n cc ca hng thc n nhanh t 2 3 ln / thng.

Trong , nam n cc ca hng thc n nhanh

thng xuyn hn n.

Cc p vin khu vc H Ni thng n cc

ca hng thc n nhanh hn khu vc Tp.HCM.

Mc Nam N

Mi ngy 5.3% 2.5%

3 - 6 ln / tun 16.7% 12.7%

1 - 2 ln / tun 32.5% 28.5%

2 - 3 ln / thng 26.3% 34.2%

1 ln / thng 12.3% 13.3%

2 - 5 ln / 6 thng 7.0% 8.9%

Mc Tp. HCM H Ni

Mi ngy 1.5% 5.9%

3 - 6 ln / tun 17.6% 11.0%

1 - 2 ln / tun 26.5% 33.8%

2 - 3 ln / thng 30.9% 30.9%

1 ln / thng 13.2% 12.5%

2 - 5 ln / 6 thng 10.3% 5.9%

Mc n bnh

qun khong

2 tun / ln

15

2. Mc dng thc n nhanh

15.6%

31.2%

34.4%

8.3% 4.0%

32.7%

26.7%

15.8%

6.9%

25.3%

32.0%

12.0%

0.0%

15.0%

30.0%

45.0%

Mi ngy 3 - 6 ln / tun 1 - 2 ln / tun 2 - 3 ln / thng 1 ln / thng 2 - 5 ln / 6 thng

16 - 23 tui

24 - 29 tui

T 30 tui tr ln

3. Theo nhm tui

Nhn chung, nhm 24 29 tui c mc dng fastfoosd kh cao, ch yu 1 -2 ln / tun. Ngc li, nhm

tui t 30 tr ln li c mc n fastfood c phn thp hn, tp trung ch yu 2 3 ln / thng. Trong khi

, nhm tui 16 23 tui li c mc tri u t 1-2 ln / tun n 2 3 ln / thng.

16

3. Dp dng

60.7%

51.8% 51.8% 50.0%

30.9% 30.5%

19.5%

2.9%

Khi ngi khc mi

n vo cui tun Khi cm thy thm

Thch lc no

dng lc n vo cc dp / l

ln Cui thng lnh

lng / nhiu tin

Khi i Dp khc

60.7% ngi c kho st dng fastfood Khi c ngi khc mi. Ngoi ra, p vin cng thng dng

fastfood vo Cc dp cui tun hoc Nhng lc cm thy thm.

17

Cha c con

23.2%

Khi i

Thch lc no n lc

Thng n vo cui tun

Thng n vo cc dp / l ln

Khi ngi khc r r

Khi cm thy thm

Vo cui thng lnh lng / nhiu tin

Khc C con

6.0%

8.3%

19%

1.2%

0.0%

8.7%

3.8%

17.3%

26.0% 42.3%

35.6%

23.1%

3. Dp dng 1. Theo tnh trng con ci:

i vi ngi cha c con th thng Thch lc no n lc , trong khi vi ngi c con hay n

fastfood vo Dp cui tun.

2. Theo gii tnh:

Bn cnh vic i n fastfood khi c ngi r, nam gii thng i vo Cc ngy cui tun, cn n gii thng

i Khi cm thy thm.

Ngi khc mi - 60.1%

Khi cm thy thm - 55.1%

n vo cui tun - 50.6%

Dng lc thch - 50.6%

Ngi khc mi - 61.4%

n vo cui tun - 53.5%

Dng lc thch - 49.1%

Khi cm thy thm - 47.4%

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_man_user_icon

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nk_user_white_icon

18

3. Dp dng

3. Theo tui:

Nhn chung, c 3 nhm tui thng i n fastfood nhiu nht Khi c ngi khc r r. Nhng bn cnh ,

nhm 16 23 tui cng thng i n Khi cm thy thm. Trong khi , nhm tui 24 29 tui li thng

dng vo Dp cui tun v nhm 30 tui tr ln cn thng dng Vo cc dp / l ln.

64.6%

56.2% 54.2%

47.9%

22.9% 22.9% 19.8%

60.4%

53.5%

46.5%

53.5%

23.8%

36.6%

12.9% 4.0%

56.0%

44.0%

49.3%

54.7%

50.7%

32.0% 28.0%

0.0%

15.0%

30.0%

45.0%

60.0%

75.0%

Khi ngi khc r r

Khi cm thy thm

Thch lc no

n lc Thng n vo

cui tun Thng n vo cc dp / l ln

Vo cui thng lnh lng / nhiu tin

Khi i Khc

16 - 23 tui

24 - 29 tui

T 30 tui tr ln

19

2.6% 19.9%

4.4%

21.3%

51.8%

Bui sng

Bui tra

Bui x chiu (1 - 3g) Bui chiu (4 - 6g)

Bui ti 3.7% 13.2%

4.4% 18.4%

60.3%

26.5%

24.3%

43.4%

Bui sng

Bui tra

Bui x chiu (1 - 3g) Bui chiu (4 - 6g)

Bui ti

Tp. HCM

H Ni

Dng fastfood vo Bui ti sau 6g l thi quen ca hn 1 / 2 i tng c nghin cu.

Ngi dn H Ni nhn chung c xu hng dng thc n nhanh vo cc khung gi linh hot khc nhau,

Trong khi , s ng khch hng khu vc Tp.HCM c thi quen dng fastfood vo Bui ti.


http://www.graphicsfuel.com/2012/08/alarm-clock-icon-psd/

20

i vi cc nhm tui c kho st, phn ln thng dng fastfood vo Bui ti hoc Bui chiu (4 6g).

Ngoi ra, nhm tui 24 29 tui cn thng dng vo Bui tra.


18.8%

55.2%

2.0%

22.8%

4.0%

23.8%

47.5%

5.3%

17.3%

6.7%

17.3%

53.3%

0.0%

15.0%

30.0%

45.0%

60.0%

Bui sng Bui tra Bui x chiu (1 - 3g) Bui chiu (4 - 6g) Bui ti

16 - 23 tui

24 - 29 tui

T 30 tui tr ln

21

5. Ngi thng i n cng

71.7% nhng ngi c kho st thng i n cng Bn b / ng nghip ca mnh. Ngi yu / chng (v)

v Ngi thn trong gia nh l hai i tng thng c i n cng tip theo, chim t l ln lt l 62.1%

v 47.4%.

http://www.iconfinder.com/icondetails/15663/128/couple_friends

_group_man_people_relation_relationship_users_woman_icon

http://www.iconfinder.com/icondetails/2689/128/couple_people_u

sers_icon

http://www.iconfinder.com/icondetails/15577/128/family_grandpa

rent_icon

71.7%

62.1%

47.4%

21.7%

11.4%

1.5%

Bn b / ng nghip Ngi yu / chng (v)

Ngi thn trong gia nh

Con ci B m Khc

http://www.iconfinder.com/icondetails/3335/128/sun_icon

http://www.flickr.com/photos/stephen-oung/6080340280/

22

65.8%

21.1%

8.8%

75.9%

8.9% 2.5%

3.8%

0.6%

Bn b / ng nghip

Ngi yu / chng (v)

Con ci B m Ngi thn trong gia

nh

Khc

Nam

N

79.8%

17.9%

0.6% 0.6%

58.7%

5.8%

21.2%

7.7% 6.7%

Bn b / ng nghip

B m Con ci Ngi yu / chng (v)

Ngi thn trong gia

nh

Khc

Cha c con

C con

1. Theo gii tnh

Nu ngi n c xu hng i n cng Bn b /

ng nghip cao hn nam, th nam gii li i n

cng Ngi yu / chng (v) hn ngi n.

5. Ngi thng i n cng

2. Theo tnh trng con ci

i vi ngi c con, ngoi thng n cng Bn

b / ng nghip, h cn i cng vi Con ci. Trong

khi , ngi cha c con ch yu i n cng Bn b

/ ng nghip tip sau l Ngi yu / chng (v).

23

5. Ngi thng i n cng

3. Theo tui:

a phn mi nhm tui u i n fastfood cng Bn b / ng nghip. Ngoi ra, nhm 16 23 tui v 24

29 tui cng thng i n cng Ngi yu / chng (v). Trong khi , ngi tui t 30 tr ln thng i

n cng Con ci.

82.3%

1.0%

16.8%

3.0%

9.9%

66.7%

8.0% 4.0%

16.0%

5.3% 0.0%

15.0%

30.0%

45.0%

60.0%

75.0%

90.0%

Bn b / ng nghip

Ngi yu / chng (v)

B m Con ci Ngi thn trong gia nh

Khc

16 - 23 tui

24 - 29 tui

T 30 tui tr ln

24

3.4% 5.3%

20.0% 10.2%

23.0% 23.3%

6.7%

12.2% 12.2%

28.6% 27.0% 26.3%

23.3%

16.2% 19.5%

22.4%

24.0% 25.6% 33.3%

23.0%

34.1%

14.2% 13.5%

16.7%

28.4%

12.2%

5.4% 6.0%

16.2% 17.1%

1.0% 4.1% 4.9%

KFC Lotteria Jollibee Pizza Hut BBQ Chicken Ph 24

Trn 250.000 VN

200.001 - 250.000 VN

150.001 - 200.000 VN

110.001 - 150.000 VN

90.001 - 110.000 VN

70.001 - 90.000 VN

50.000 - 70.000 VN

Di 50.000 VN

6. Chi ph thng chi tr / 1 ngi dng

25

50.000 70.000 VN 70.001 90.000 VN 90.001 110.000 VN

6. Chi ph thng chi tr / 1 ngi dng - Trung bnh

26

4.06 3.99 3.84 3.79 3.73

3.57

3.28

Nhiu loi nc ung

Cht lng thc phm cao

Nhiu thc n trng ming

Thc n ngon Nhiu loi mn n chnh

Thc n trang tr p mt

Ch bin cng thc c o

3 yu t quan tm nht Cc yu t tip theo

7. Yu t quan tm Sn phm

Q. Mc quan tm vo cc yu t v cht lng sn phm.

1 Hon ton khng quan tm n 5 Hon ton quan tm

Nhiu gia v l

4.13

Hp khu v

4.08

Nhiu mn n nh

4.07

27

3.89

3.93

4.02

4.06

4.07

Cht lng thc phm cao

Nhiu loi mn n nh

Hp v sinh

Nhiu loi nc ung

Nhiu gia v l

Nam

4.06

4.07

4.12

4.16

4.17

N

3.89

4.03

4.04

4.05

4.07

Cht lng thc phm cao

Nhiu gia v l

Nhiu loi nc ung

Hp v sinh

Nhiu loi mn n nh

Tp.HCM

4.10

4.22

4.08

4.10

4.07

H Ni

7. Yu t quan tm Sn phm

Q. Mc quan tm vo cc yu t v cht lng sn phm.


28

4.69

4.41 4.23

4.01

3.74

Nhiu chng trnh u i, gim gi

Combo u i gi cho phn n

Phiu qu tng khi mua sn phm

Chit khu khi mua nhiu

Gi c ph hp

7. Yu t quan tm Gi c

Q. Mc quan tm vo cc yu t v gi c.


4.69

4.41

4.23

http://www.gettyicons.com/free-icon/101/credit-cards-icon-

set/free-gift-card-icon-png/

http://www.photl.com/305034.html

29

3.79

4.02

4.13

4.33

4.66

Gi c ph hp





Tp.HCM

3.69

3.99

4.33

4.49

4.71

H Ni

3.76

3.97

4.16

4.28

4.66

Gi c ph hp





Nam

3.73

4.04

4.29

4.50

4.71

N

7. Yu t quan tm Gi c

Q. Mc quan tm vo cc yu t v gi c.


30

4.58

4.04

3.64 3.65

Nm khu trung tm Chi nhnh rng khp a im d tm, thun li C dch v giao hng tn ni

7. Yu t quan tm Phn phi

Nm khu trung tm v Chi nhnh rng khp l vn m khch hng quan tm nhiu nht i vi knh

phn phi.

Q. Mc quan tm vo cc yu t v phn phi.


31

3.66

3.67

4.10

4.49

a im d tm, thun li

C dch v giao hng tn ni

Chi nhnh rng khp

Nm khu trung tm

Tp.HCM

3.63

3.63

3.97

4.68

H Ni

3.69

3.73

4.09

4.51

a im d tm, thun li

C dch v giao hng tn ni

Chi nhnh rng khp

Nm khu trung tm

Nam

3.62

3.60

4.00

4.64

N

7. Yu t quan tm Phn phi

Q. Mc quan tm vo cc yu t v phn phi.


32

4.57

4.21 4.14

3.79

c nhiu ngi bit n Nhiu qung co (Bo, tivi) Nhiu chng trnh u i cho khch hng thn thit

Thng tin v ca hng d tm kim

7. Yu t quan tm Chiu th

Yu t c nhiu ngi bit n v Nhiu qung co (Bo, tivi) thu ht s quan tm ln nht ca khch

hng vi vn chiu th.

Q. Mc quan tm vo cc yu t v chiu th.


33

3.79

4.13

4.21

4.52


Nhiu chng trnh u i cho khch hng thn thit

Nhiu qung co (Bo, tivi)

c nhiu ngi bit n

Tp.HCM

3.79

4.15

4.22

4.62

H Ni

3.78

4.16

4.23

4.53


Nhiu qung co (Bo, tivi)

Nhiu chng trnh u i cho khch hng thn thit

c nhiu ngi bit n

Nam

3.81

4.25

4.07

4.61

N

7. Yu t quan tm Chiu th

Q. Mc quan tm vo cc yu t v chiu th.


34

Sn phm

3.85

Phn phi

3.98

Chiu th

4.18

Gi c

4.22

Gi c

4.19

Chiu th

4.16

Phn phi

3.98

Sn phm

3.83

HCMC Gi c

4.24

Chiu th

4.16

Phn phi

3.98

Sn phm

3.83

HN Chiu th

4.17

Gi c

4.16

Phn phi

4.00

Sn phm

3.82

Nam Gi c

4.25

Chiu th

4.18

Phn phi

4.96

Sn phm

3.88

N

7. Yu t quan tm Tng th

35

II. Thng hiu thc n nhanh

36

70.2%

11.0%

2.9% 1.1%

19.9%

46.3%

11.0% 14.7%

4.0%

63.5%

37.3% 32.8%

80.8%

17.3%

30.3%

17.0% 15.1%

KFC Lotteria Pizza Hut BBQ

Chicken

Jollibee Ph 24 VietMac Pizza inn AlFresco's

Domino Dijon's

Pizza

Nhn bit u tin

Nhn bit khng tr gip

Nhn bit c tr gip

Thng hiuTng nhn bit

(%)

KFC 98.2

Lotteria 92.5

Ph 24 85.9

Pizza Hut 77.5

BBQ Chicken 54.9

Jollibee 45.7

Pizza Inn 32.5

VietMac 19.9

Al Fresco's 18.1

Domino 15.8

Dijon's Pizza 12.2

KFC, Lotteria, Ph 24 l tp 3 thng hiu c tng nhn bit tt nht t khch hng. Trong :

KFC hin ang dn u vi nhn bit u tin 70.2% v tng nhn bit ti 98.2%.

Tuy t l nhn bit u tin kh thp (19.9%), nhng nhn bit khng tr gip ghi nhn thng hiu

Lotteria vi v tr dn u chim 46.3%. Cht li v tr th 2 trong tng nhn bit tng ng vi con s

92.5% cho Lotteria.

i vi thng hiu Ph 24 cc ch s v nhn bit u tin v khng tr gip chim rt thp (di 4%).

Ni cch khc, NTD c th vn cha ghi nhn Ph 24 l mt thng hiu thc n nhanh.

1. Mc nhn bit

37

1. Mc nhn bit tnh thnh Theo bng tng nhn bit theo hai khu vc Tp.HCM v H Ni, vn ghi nhn KFC, Lotteria, Ph 24 cc

v tr dn u vi ch s nhn bit trn 80%.

Tuy nhin, c mt s thng hiu i din c trng vng min nh sau:

i vi Tp.HCM: Jollibee v Pizza Inn c bit n nhiu cch bit so vi H Ni.

Trong khi , p vin H Ni li nhn bit rt tt BBQ Chicken v kh tt Pizza Hut.

Tp.HCM H Ni

38

1. Mc nhn bit tnh thnh Khi so snh cho mc nhn bit gia Tp.HCM v H Ni c th thy nhng im ni bt nh sau:

Trong khi thng hiu Lotteria c t l nhn bit kh u gia nhn bit khng v c tr gip H Ni, th li c s chnh lch kh ln gia 2 t l ny Tp.HCM vi nhn bit khng tr gip cao cch bit.

Jollibee v Pizza Inn l 2 thng hiu c cc ch s nhn bit Tp.HCM cao cch bit so vi H Ni.

Ngc li, BBQ Chicken, Vietmac v Al Frescos c nhn bit tt hn khu vc H Ni.

Nhn bit u tin

Nhn bit khng tr gip

Nhn bit c tr gip 67.6%

13.2%

1.5% 5.9%

2.2%

25.0%

39.7%

4.4%

28.7%

11.8% 3.7% 1.5% 1.5% 1.5% 0.7%

6.7%

41.5%

82.2%

48.1%

61.5%

27.4% 28.9% 19.3%

13.3% 9.6% 8.1%

0.0%

50.0%

100.0%

KFC Lotteria Ph 24 BBQChicken

Pizza Hut VietMac Al

Fresco's

Pizza Inn Jollibee Dijon's

Pizza

Domino

H Ni

72.8%

8.8% 0.7% 3.7% 4.4% 0.7%

14.7%

52.9%

3.7% 10.3% 19.9%

2.9% 0.7% 0.7% 9.6%

28.7%

79.4%

65.4%

52.2% 41.2%

26.5% 22.1% 14.7%

7.4% 5.1%

0.0%

50.0%

100.0%

KFC Lotteria Ph 24 Pizza Hut Jollibee Pizza Inn BBQChicken

Domino Dijon's

Pizza

VietMac Al

Fresco's

Tp.HCM

90.8%

57.7%

30.9%

23.5% 17.3%

16.9%

4.4% 4.0% 3.7% 2.6% 1.5% 0.4%

5.9%

KFC Lotteria Pizza Hut Ph 24 Jollibee BBQChicken

Pizza Inn Al

Fresco's

VietMac Domino Wrap &

Roll

Dijon's

Pizza

Khc

39

KFC l thng hiu c nhiu ngi dng nht trong vng 3 thng qua, chim n 90.8% ngi c

nghin cu. Tip n Lotteria v Pizza Hut nhng c t l thp cch bit so vi KFC ln lt l 57.7% v

30.9%.


40

91.2%

60.3%

33.1%

27.2% 24.3%

5.9%

3.7% 2.2%

1.5% 1.5% 1.5% 0.7% 5.1%

83.1%

55.1%

28.7%

3.7% 22.8%

2.9%

30.1%

10.3% 5.9%

2.2%

KFC Lotteria Pizza Hut Jollibee Ph 24 Pizza Inn BBQChicken

Domino Al

Fresco's

VietMac Wrap &

Roll

Dijon's

Pizza

Khc

Tp.HCM H Ni

KFC v Lotteria cng l 2 thng hiu c c ngi dn Tp.CHM v H Ni dng nhiu nht, nhng

so vi H Ni th t l Tp.HCM c cao hn mt t.

C mt s thng hiu c trng theo vng min, c bit nh: BBQ Chicken c ngi H Ni a

chung hn hn Tp.HCM. Trong khi , Jollibee li c ngi dng Tp.HCM s dng nhiu cch bit.


41

0.0%

0.0%

0.0%

0.0%

0.0%

0.0%

0.7%

4.4%

5.9%

9.6%

14.0%

65.4%

Pizza Inn

Domino

Dijon's Pizza

BBQ Chicken

VietMac

Wrap & Roll

Al Fresco's

Ph 24

Pizza Hut

Jollibee

Lotteria

KFC

Tp. HCM

0.0%

0.0%

0.0%

0.7%

0.7%

1.5%

2.2%

3.7%

5.9%

7.4%

19.9%

58.1%

Domino

Dijon's Pizza

Wrap & Roll

Pizza Inn

VietMac

Al Fresco's

Jollibee

BBQ Chicken

Ph 24

Pizza Hut

Lotteria

KFC

H Ni

0.0%

0.0%

0.0%

0.4%

0.4%

1.1%

1.8%

5.1%

5.9%

6.6%

16.9%

61.8%

Domino

Dijon's Pizza

Wrap & Roll

Pizza Inn

VietMac

Al Fresco's

BBQ Chicken

Ph 24

Jollibee

Pizza Hut

Lotteria

KFC

Tng


42


67.7%

15.6%

7.3% 4.2%

2.1%

63.4%

4.0%

10.9%

52.0%

18.7%

9.3% 10.7% 4.0%

1.3% 1.3% 0.0%

15.0%

30.0%

45.0%

60.0%

75.0%

KFC Lotteria Pizza Hut Ph 24 Jollibee BBQChicken

Al Fresco's Pizza Inn VietMac

16 - 23 tui

24 - 29 tui

T 30 tui tr ln

Bn cnh hai thng hiu c mi nhm tui nghin cu a chung s dng nh KFC v Lotteria, c mt s

khc bit v cc thng hiu c s dng theo nhm tui nh:

Jollibee c p vin tui 24 29 s dng nhiu ch sau Lotteria.

Trong khi , tui t 30 tui tr ln cng dng nhiu sn phm ca Ph 24.

43

4. nh gi ca hng n thng xuyn Tng th

nh gi ca khch hng vi cc yu t

kim tra cht lng ca ca hng fastfood s

dng thng xuyn nht nh sau:

Phn ng tt nht thuc v Vn v sinh,

tip n l Mi v thc n v Cm gic thn

thuc ti ca hng.

Cc yu t khng c nh gi tt: Gi c

mc, v Khng gian ca hng khng c

yn tnh.

Tng

t mn n

Rng ri

Cm gic thn thuc

Nhiu mn n

Phc v tt

Hp v sinh

Yn tnh

Mi v ngon

Gi c r

Ni tht p

Cm gic xa l

t dch v km theo Nhiu dch v km theo

Phc v ti

Khng hp v sinh

n o

Mi v t

Gi c mc

Ni tht xu

Cht chi

1.7

1.1

1.5

1.5

0.6

1.5

0.8

1.7

1.7

2.0

3-3 -2 -1 0 1 2

1.7

2.0

0.8

1.7

0.6

1.5

1.5

1.5

1.7

1.1

Phc v ti

Khng hp v sinh

n o

Mi v t

Gi c mc

Ni tht xu

Mi v ngon

Gi c r

Ni tht p

Cm gic xa l


t mn n

Cht chi

Nhiu mn n

Phc v tt

Hp v sinh

Yn tnh

Rng ri

Cm gic thn thuc

Tng

3-3 -2 -1 0 1 2

1.7

2.0

0.8

1.7

0.6

1.5

1.5

1.5

1.7

1.1

44

p vin c Tp.HCM v H Ni cm nhn c phn ging nhau v cc yu t ca ca hng fastfood thng

dng. Tuy nhin, vi cc yu t tch cc c nhm p vin Tp.HCM nh gi cao hn mt t (Hp v

sinh, Cm gic thn thuc, Mi v ngon). Trong khi , vi cc vn cho l khng c tt nh Gi c v

Khng gian yn tnh th ngi H Ni li c ci nhn khc khe hn.

Tp.HCM

Phc v ti Phc v tt

Khng hp v sinh Hp v sinh

n o Yn tnh

Mi v t Mi v ngon

Gi c mc Gi c r

Ni tht xu Ni tht p

t mn n Nhiu mn n

Cht chi Rng ri

Cm gic xa l Cm gic thn thuc


3-3 -2 -1 0 1 2

1.7

2.0

1.0

1.7

0.7

1.6

1.9

1.2

1.6

1.6


t mn n Nhiu mn n

Cht chi Rng ri


Phc v ti Phc v tt


Mi v t Mi v ngon

Gi c mc Gi c r

H Ni

n o Yn tnh

Ni tht xu Ni tht p

3-3 -2 -1 0 1 2

1.7

1.9

0.6

1.6

1.4

1.4

0.5

1.5

1.6

1.0

4. nh gi ca hng n thng xuyn Tnh thnh

45

Khi so snh tng cp yu t gia nam v n, c th nhn thy n gii lun nh gi cao hn nam gii. Trong

, n gii nh gi cao v vn v sinh ca ca hng thc n nhanh th ngi nam ch chm im mc

trn trung bnh mt t.

Nam

Phc v tt


Phc v ti

Mi v t Mi v ngon

Gi c mc Gi c r

n o Yn tnh

Ni tht xu Ni tht p

t mn n Nhiu mn n

Cht chi Rng ri



3-3 -2 -1 0 1 2

1.5

1.6

0.7

1.4

0.6

1.3

1.5

1.1

1.3

1.3

N


t mn n Nhiu mn n

Cht chi Rng ri


Phc v ti Phc v tt


n o Yn tnh

Mi v t Mi v ngon

Gi c mc Gi c r

Ni tht xu Ni tht p

3-3 -2 -1 0 1 2

1.9

2.3

0.9

1.9

0.6

1.8

1.7

1.8

2.0

1.2

4. nh gi ca hng n thng xuyn Gii tnh

46

C KFC v Lotteria u c nhn nh l ca hng hp v sinh v mang li cm gic thn thuc vi khch

hng.

KFC

Gi c mc

Phc v tt

Hp v sinh

Yn tnh

Mi v ngon

Gi c r

Ni tht p

Nhiu mn n

Rng ri

Cm gic thn thuc

Nhiu dch v km theo

t mn n

Mi v t

Phc v ti

Khng hp v sinh

n o

t dch v km theo

Cht chi

Cm gic xa l

Ni tht xu

1.6

2.0

0.6

1.6

0.4

1.5

1.7

1.0

1.5

1.5

3-3 -2 -1 0 1 2

Mi v t

Khng hp v sinh

n o

Phc v ti

Cm gic thn thuc

Nhiu dch v km theo

Yn tnh

Mi v ngon

Phc v tt

Hp v sinh

Cm gic xa l

t dch v km theo

Gi c r

Ni tht p

Gi c mc

Ni tht xu

t mn n

Cht chi

Nhiu mn n

Rng ri

Lotteria

3-3 -2 -1 0 1 2

1.5

1.7

0.6

1.5

0.7

1.5

1.7

1.2

1.5

1.5

4. nh gi ca hng n thng xuyn Thng hiu

47

5. Mc hi lng chung ca khch hng 79.1% ngi c kho st c mc hi lng chung vi ca hng fastfood thng dng nht.

11.8%

67.3%

18.4%

0.7% 1.8%

Rt hi lng Hi lng Bnh thng Khng hi lng Rt khng hi lng

http://www.mricons.com/icon/122171/128/funny-happy-laugh-

smiley-icon

48

5. Mc hi lng chung ca khch hng 1. Theo tnh thnh:

Nu so snh theo tnh thnh th mc hi lng ca ngi dn ti Tp.HCM c phn cao hn so vi H Ni.

2. Theo tui:

Khng c qu nhiu chnh lch v mc hi lng gia nam v n gii.

2.9%

11.8% 25.0%

70.6%

64.0%

14.0% 9.6%

Tp. HCM H Ni

Rt hi lng

Hi lng

Bnh thng

Khng hi lng

Rt khng hi lng

2.5%

20.2% 17.1%

68.4% 66.5%

9.6% 13.3%

Nam N

49

5. Mc hi lng chung ca khch hng 1. Theo tui:

Nhm 16 23 tui c mc hi lng chung cao hn khi so vi 2 nhm tui ln hn.

2. Theo thng hiu:

Trong khi ngi thng xuyn s dng KFC c mc hi lng chung l 84.5%, th nhng ngi s dng

Lotteria li c mc hi lng chung thp hn, ch chim khong 73.9%.

15.6%

17.8% 22.7%

71.9%

66.3% 62.7%

12.5% 9.9% 13.3%

16 - 23 tui 24 - 29 tui T 30 tui tr ln

Rt hi lng

Hi lng

Bnh thng

Khng hi lng

Rt khng hi lng

14.3%

23.9%

74.4% 60.9%

10.1% 13.0%

KFC Lotteria

50

Kt lun

1. Thi quen s dng

i vi nhng ngi c thi quen dng fastfood th mc dng kh cao, bnh qun khong 2 tun mt

ln. Trong , 24 29 l nhm tui c t l s dng fastfood cao nht v khch hng c kho st ti khu

vc H Ni c mc n thng xuyn hn khu vc Tp.HCM..

Kt qu nghin cu ch ra rng, mc gi trung bnh cho mt khu phn n cn kh cao so vi mc chi tiu

chung ca ngi dn Vit Nam. Tht vy, khi nhm khch hng c yu cu cho im v mc quan tm

ca h vi cc nhm yu t ca ca hng fastfood nh: sn phm, phn phi, chiu th v gi c. Th yu t

gi c t 4.22 im trn thang im 5 chim v tr cao nht so vi ba yu t cn li. V vy, cc ch u t

cn lu cn i gia sn phm v gi c c th tip cn c nhm i tng rng ln hn.

Bn cnh nhm khch hng tr tui v gii vn phng, nhm khch hng c con thng xuyn n cc

ca hng fastfood cng con h. Do , cc ca hng fastfood cn a ra cc chin lc chiu th cng nh

cc dch v mi cung cp sn phm tt hn cho cc nhm khch hng ny.

51

Kt lun

2. nh gi thng hiu

3 thng hiu fastfood l KFC, Lotteria v Ph 24 c nhn bit tt nht t ngi tiu dng. Tuy nhin,

thng hiu Ph 24 da ch yu vo t l nhn bit c tr gip mi c th nm trong nhm dn u ny. C

th ni rng, thc khch Vit Nam vn cha nh gi Ph 24 nh l mt thng hiu thc n nhanh.

KFC ang v th chim lnh th trng khi ng u trong danh sch nhng thng hiu dng trong 3

thng qua v ng thi l thng hiu dng thng xuyn nht.

Xt v mc hi lng ca ngi tiu dng, c 100 ngi c kho st th khong 79 ngi hi lng vi

thng hiu fastfood thng dng nht, s 21 ngi cn li vn cha tht s hi lng. c bit, ngi dn

H Ni kh tnh hn khi t l khng hi lng ti khu vc ny cao hn so vi khu vc Tp.HCM

V sinh, ngon, thn thuc l 3 tnh t tt ngi tiu dng nh gi i vi ca hng thc n nhanh m h

thng n nht. Tuy nhin, mc v n o li l nhn nh chung i vi cc ca hng ny.

52

Phn 6: Thng tin p vin

53

Thng tin p vin

50.0% 50.0%

Tnh thnh

Tp. HCM

H Ni

41.9%

58.1%

Gii tnh

Nam

N

35.3%

37.1%

27.6%

tui

Di 23 tui

24 - 29 tui

T 30 tui tr ln

61.8%

38.2%

Trnh trng con ci

Cha c con

c con

N=272 (272 p vin c s dng fastfood tho iu kin nghin cu trn tng s 421 ngi tham gia kho st)

W& S Company Limited

Address: Floor 10, WesternBank Building, 40 Pham Ngoc Thach St., District 1, HCMC., Vietnam

Phone: (08) 38 223 215 Fax: (08) 38 223 216

E-mail: [email protected]

CONTACT INFORMATION:

WEBSITE

Client site: http://vinaresearch.jp

Member site: http://vinaresearch.net

The copyrights of this report belong to W&S market research company, 2012. The results of this

survey can be publicly used, but must be cited and sourced from Vinaresearch. In the circumstance of

using the table and graphs from results of this survey, the data at the source must be clearly stated

and based on survey results collected from Vinaresearch..

Documents

W&S - Khảo sát thị trường thức ăn nhanh tại các thành phố lớn - 12_2012 - Viet