bai tap ca nhan spss của Trương THanh Trị lop ncmke-06

8/7/2019 bai tap ca nhan spss ca Trng THanh Tr lop ncmke-06

1/18

ti: Mc hi lng ca khch hng i vi siu th Nng v ccyu t nh hng n s hi lng v quyt nh mua hng ca khch

hng i vi siu th.

Ngi thc hin : Trng Thanh Tr lp ncmke- 06

GVHD: Phm Ngc i.

A/Mc lc

I/ Mc tiu nghin cu.

II/M t mu.

III/Phn tch v m t kt qu d liu.

IV/Kt lun v kin ngh.

B/ Bi lm

I/Mc tiu nghin cu :

Nghin cu mc hi lng ca khch hng i vi siu th.

Nghin cu cc nhn t nh hng ti s hi lng, quyt nh mua hng ca khch hngi vi siu th.

II/ M t mu :

Qui m mu : 582 p vin.

C cu gii tnh mu : 209 nam chim 35,9%

373 n chim 64.1%


2/18

gioi tinh cua dap vien

Frequency Percent

ValidPercent

CumulativePercent

Valid Nam 209 35.9 35.9 35.9

Nu 373 64.1 64.1 100.0

Total 582 100.0 100.0

C cu tui.

do tuoi cua dap vien

Frequency Percent

ValidPercent

CumulativePercent

Valid 18-24 46 7.9 7.9 7.9

25-34 127 21.8 21.8 29.7

35-49 230 39.5 39.5 69.2

50-64 147 25.3 25.3 94.5

64+ 32 5.5 5.5 100.0

Total 582 100.0 100.0

III/Cu hi v gi thit nghin cu nghin cu :

1/Mc thng xuyn ca khch hng n vi siu th ?

Gi thit : mt khch hng th c trung bnh n siu th l 3 ln/thng.

+ Nu nm 2007, c 11% khch hng c hi cho bit coi siu th l knh mua sm chyu th nm 2008, con s ny l 21%. Nu nm 2005-2007, tn sut i mua sm ti siu

th trung bnh ca ngi dn l 2 ln/thng, th nm 2008, con s ny l 3 ln/thng.

2/L do mua hng ca khch hng trong siu th l g?


3/18

Gi thit : ngi tiu dng n mua sm siu th vi l do hng u l khuynmi,dch v cng ngy cng c quan tm hn, cng nh vic tm l tiu dng v sinhcng ni ln khin nhiu ngi tiu dng t ra khng thch cc ca hng bn ngoi,, gigim cung l nguyn nhn khin nhiu ngi tiu dng quan tm hn ti siu th,ngoi

ra khch hng cn n siu th v nhiu l do truyn thng nh bn b, s tin nghi trongsiu thi

.

+ Ngi tiu dng ngy cng a thch hng khuyn mi ,nu thi im thng 2, ngitiu dng c xu hng mua nhng sn phm t tin th n thng 9, hnh vi ny thay itheo hng h cn nhc hn, chn mua nhng sn phm khuyn mi, r tin hn vkhng mua nhng sn phm cha cn thit. Hnh vi mua sm ca ngi tiu dng thnhth ang dn thay i. Nu trc y h thng xuyn c xu hng mua nhng sn phmt tin th nay, sn phm khuyn mi l la chn u tin.

+ Khng ch cnh tranh v cht lng hng ho v gi c, hin cc siu th ang c cucua ngm v cht lng phc v. Theo thng tin t Hi siu th H Ni, do s xut hinngy cng nhiu cc siu th, trung tm thng mi nc ngoi nn cc siu th hot nglu nm trn a bn bt u cuc ci tin v cht lng phc v, tip n.

+ Trc y gi bn l trong siu th lun cao hn th trng bn ngoi 10- 15%. Nhnghin nay hu ht cc mt hng thit yu trong siu th ch cao hn th trng bn ngoi tia 3%, thm ch nhiu mt hng c gi r hn c cc knh phn phi khc.

3/Cc sn phm c khch hng a chun?

Gi thit: hng gia dng, hng in t s l mt hng c u chun nht, qun ovn l s la chn c nhiu khch hng ch khi n siu th.

+ Mc d cha n h, nhng thi tit lin tip nng nng khin th trng hng inlnh khi ng sm hn mi nm. Hin ti, gi cc sn phm in lnh tng t 10-15% (ty loi) so vi cui nm 2009.

4/Tnh hnh s dng phng thc truyn thng ca siu th?


4/18

Gi thit: Siu th vn dng mt cch trit cc phng thc truyn thng nhth, email, in thoai v ngay ti ca hng nhm to c mi lin kt vi khch hng.

5/Tnh hnh s dng cc loai hnh thanh ton ca khch hng khi mua hng?

Gi thit: phng thc tin mt vn c s dng rng ri nht , ngoi ra xut hinhnh thc thanh ton bng sec, th ghi n, th tn dng, th thnh vin

6/C s khc nhau trong quyt nh mua ca nam v n khng?

Gi thit : khng c s khc nhau no.

7/C s khc nhau trong quyt nh mua ca khch hng cc tui khc nhau?

Gi thit : khng c s khc bit no

8/Cc yu t nh hng n s hi lng ca khch hng i vi siu th l? V mc hi lng ca khch hng i vi cc yu t trn?

GI thit : gi , s a dng ca cc mt hng, thi nhn vin, cc dch v km theo,

cht lng ca hng ha l cc nhn t ch yu nh hng ch yu, mc cc yu t siu th c nh gi l tt

9/Mi lin h gia khong cch t nh n siu th vi quyt nh mua hng ca ngitiu dng?


5/18

Gi thit : khong cch cng xa th quyt nh mua cng nhiu.

10/Quyt nh mua mi ca hng c chn l nh th no? V n c khc nhau cc

ca hng khng?

Gi thit: khch hng c khuynh hng thin v quyt nh mua hn, v nhng cahng khc nhau quyt nh khng i.

IV/Kt qu phn tch m t v kim nh gi thuyt.

1/Mc thng xuyn ca khch hng n vi siu th.

Tan suat mua hang

Frequency Percent Valid PercentCumulative

Percent

Valid lan dau tien 52 8.9 8.9 8.9

< 1lan/thang 153 26.3 26.3 35.2

1lan/thang 201 34.5 34.5 69.81lan/tuan 142 24.4 24.4 94.2

> 1lan/tuan 34 5.8 5.8 100.0

Total 582 100.0 100.0

S lng khch hng n siu th 1 ln trn mt thng l nhiu nht vi 34.5%., rt tkhch hng c hi cho bit h n siu th di 1 ln /thng.Trong khi gi thit trnton b dn Vit Nam trung bnh mt ngi Vit Nam n siu th trong nm 2008 l 3 /1

thng. Nh vy r rng tn sut khch hng n siu th ny vn cha t n mc tiu chun.

2/L do mua hng ca khch hng?


6/18

L do mua hng ln u

Ly do mua hang lan dau

Frequenc

y Percent

Valid

Percent

Cumulative

PercentValid Khong thich cac cua

hang khac.8 1.4 15.4 15.4

Khuyen mai. 34 5.8 65.4 80.8

Ban be 8 1.4 15.4 96.2

Khac 2 .3 3.8 100.0

Total 52 8.9 100.0

Missing System 530 91.1

Total 582 100.0

Phn ln khch hng c hi tr li rng ln u h mua hng v khuyn mi vi65.4%, trong khi l do khng thch cc ca hng v bn b c mc ngang nhau vimc 15.4%, cc l do khc rt t vo khong 3.8%.

L do mua hng thng xuyn:

Ly do mua hang thuong xuyen

Frequency Percent

ValidPercent

CumulativePercent

Valid Gia 243 41.8 45.8 45.8

Tien loi 202 34.7 38.1 84.0

Dich vu 56 9.6 10.6 94.5

Khac 29 5.0 5.5 100.0

Total 530 91.1 100.0Missing System 52 8.9

Total 582 100.0


7/18

2 yu t khin khc hng mua hng thng xuyn ln lt l yu t gi v s tin livi mc 41.8% v 34.7%, dch v tuy ngy cng c coi l yu t quan trng nhng chchim mt t l rt khim tn l 10,6%.

Mt iu ng ch l t l missing trong cu ny rt cao nn c th gy th sai lch

3/Mt hng c khch hng la chn khi n siu th?

Qua bng s liu ta thy hng gi dng l mt hng c la chn nhiu nht siu th,th 2 v th 3 l qun o v hng in t.

San pham mua thuong xuyen nhat

Frequency Percent Valid PercentCumulative

Percent

Valid Do choi tre em 48 8.2 8.2 8.2

Mac hang the thao 59 10.1 10.1 18.4

Quan ao 114 19.6 19.6 38.0Hang gia dung 146 25.1 25.1 63.1

Hang dien tu 83 14.3 14.3 77.3

Cong cu 47 8.1 8.1 85.4

Khac 85 14.6 14.6 100.0

Total 582 100.0 100.0


8/18

4/Phng thc thanh ton c s dng?

Phuong thuc thanh toan

Frequency Percent ValidPercent CumulativePercent

Valid Tien mat 53 9.1 9.1 9.1

Sec 57 9.8 9.8 18.9

The tin dung 243 41.8 41.8 60.7

The ghi no 112 19.2 19.2 79.9

The thanhvien

117 20.1 20.1 100.0

Total 582 100.0 100.0

Phng thc thanh ton c s dng nhiu nht l th tn dng vi 41.8% p vin

c hi tr li. 2 hnh thc ghi n v th thnh vin cng c s dng, sec v tin mt

c s dng t nht trong thanh ton.


9/18

5 Knh truyn thng c s dng?

kenh truyen thong

Frequency Percent

ValidPercent

CumulativePercent

Valid Thu 43 7.4 7.4 7.4

Dien thoai 66 11.3 11.3 18.7

E-mail 64 11.0 11.0 29.7

Ngay trong cuahang

32 5.5 5.5 35.2

Khong co pp nao 377 64.8 64.8 100.0

Total 582 100.0 100.0

Hnh thc truyn thng c s dng nhiu nht trong cc phng php c cp l

in tho, v E-mail vi mc 11.3%. v 11.0% . Mt iu c bit l vic khng s

dng pp no chim t l nht 64.8%.


10/18

6/C s khc nhau trong quyt nh mua ca nam v na khng?

Group Statistics

gioitinhcuadap

vien N Mean Std. Deviation

Std. Error

MeanQuyet dinh mua Nu 373 .68 .466 .024

Nam 209 .72 .451 .031


11/18

Qua bng trn ta thy c nam hay n c khuynh hng thin v quyt nh mua nhiu

hn khi gi tr trung bnh thin ln hn 0,5, trong nam thng quyt nh mua hn n,

th hin 0.72>0.68Independent Samples Test

Levene's Test forEquality ofVariances t-test for Equality of Means

F Sig. t Df Sig. (2-tailed)

MeanDifferen

ce

Std.Error

Difference

95% ConfideInterval of t

Difference

Lower Upp

Quyet

dinhmua

Equal

variancesassumed 3.070 .080 -.856 580 .392 -.034 .040 -.112

Equalvariances notassumed

-.864442.2

93.388 -.034 .039 -.112

Tuy nhin phng din tng th ta thy quyt nh mua ca nam v n l nh nhau khi

thy sig1>0.05, v sig2>0.05.

7/C s khc nhau trong quyt nh mua ca khch hng cc tui khc nhau

khng?

ANOVA

Quyet dinhmua

Sum ofSquares Df

MeanSquare F Sig.

Between

Groups .816 4 .204 .962 .428Within Groups 122.354 577 .212

Total 123.170 581


12/18

V sig=0.428 > 0.05 nn c th nhn xt rng khng c s khc bit trong quyt nh muagia cc khch hng cc tui khc nhau

Quyet dinh mua

Tukey HSD

dotuoicuadapvien N

Subset foralpha = 0.05

1

18-24 46 .63

25-34 127 .66

50-64 147 .6864+ 32 .69

35-49 230 .74

Sig. .634

Means for groups inhomogeneous subsets aredisplayed.

Bng gi tr trung bnh cng cho thy rng, khng c s khc bit ng k trong khuynhhng la chn gia cc tui khc nhau.v khuynh hng thin v quyt nh lachn nhiu hn.

8/Mc hi lng ca khch hng i vi tng yu t c nu ln?


13/18

Descriptive Statistics

N Mean

Std.

Deviation

Minimu

m

Maximu

mhai long voi muc gia 582 3.08 1.261 1 5

Hai long voi su phongphu cua mat hang

582 3.08 1.274 1 5

Hai long voi nhanvien

582 3.19 1.400 1 5

Hai long voi dich vu 582 3.09 1.341 1 5

Hai long voi chatluong cua hang hoa

582 3.16 1.386 1 5

Hai long chung 582 3.09 1.240 1 5

Ranks

MeanRank

hai long voi muc gia 3.41

Hai long voi su phongphu cua mat hang

3.40

Hai long voi nhanvien

3.76

Hai long voi dich vu 3.40

Hai long voi chatluong cua hang hoa

3.58

Hai long chung 3.45

Trong bng trn ta thy hu ht cc gi tr trung bnh u mc trn 3 mt t chng t lphn ln khch hng vn phn vn gia kin hai lng hay khng hi lng, hay ni cch

khc th cc yu t k trn ca siu th tuy khng lm cho khc hng khng hi lng

nhng cng cha lm cho khch hng hi lng.


14/18

Test Statisticsa

N 582

Chi-Square

21.261

Df 5

Asymp.Sig.

.001

a. Friedman Test

Qua bng trn ta thy rng sig l 0.01 < 0.05 nn c th ni l mc hi lng i vi

siu th cc yu t trn c mt s khc bit trong mc hi lng.

9/Khong cch nh hng nh th no n quyt nh mua ca khch hng khi n siuth.

Test of Homogeneity of Variances

Quyet dinh mua

LeveneStatistic df1 df2 Sig.

2.851 4 577 .023

ANOVA

Quyet dinhmua

Sum ofSquares df

MeanSquare F Sig.

BetweenGroups

.690 4 .173 .813 .517

Within Groups 122.480 577 .212

Total 123.170 581


15/18

Quyet dinh mua

Tukey B

Khoang

cach tunha densieu thi N

Subset for

alpha = 0.05

1

> 30 km 32 .59

10-30km

121 .68

1-5 km 224 .69

< 1 km 72 .69

5-10 km 133 .74Means for groups inhomogeneous subsets aredisplayed.

Qua 3 bng s liu trn ta c th rt ra mt nhn xt l khong cch cng xa th quyt

nh mua cng t hn, tuy nhin c mt iu lu l nhng i tng c khong cch

n siu th l 2-10 Km li c quyt nh mua nhiu nht, chng t cho d gn th quyt

nh mua nhiu nhng gn mt mc va phi th mi khin ngi tiu dng c

khuynh hng quyt nh mua t mc cao nht.

10/Quyt nh la chn mua cc ca hng

Test of Homogeneity of Variances

Quyet dinh mua

LeveneStatistic df1 df2 Sig.

1.427 3 578 .234


16/18


17/18

Phn ln khch hng ti siu th c tn sut n siu th ca khch hng trong khong t1 n 2 ln mt thng nh hn tn sut n siu th trung bnh ca ngi dn Vit Nam(3ln/ thng) cho thy mt tim nng rt ln ca khch hng vn cn cha c khai thc.Siu th cn phi c cc bin pht marketing mnh m hn nhm gia tng thay i hnh

vi mua sm ca khch hng t cc hnh thc ca hng truyn thng qua mua sm trongsiu th.

Qua nghin cu v l do mua hng t xut pht t khch hng c th thy l do chnhhin ti khch hng mua hng l do khuyn mi, do siu th nn gia tng mnh mhn cc hot ng khuyn mi nhm thu ht thm khch hng n siu th.

Cng vi cc iu kin nh gi tng khuyn mi , siu th nn lm tt cng tc gi, voto s tin li cho khch hng n siu th.

Bng s liu cho thy cc mt hng gia dng, in t, qun o l nhng mt hngc u chun nht ti do siu th nn gia tng phong ph ca cc mt ny nhmphc v tt hn nhu cu ca khch hng.

i vi phng thc thanh ton, nghin cu cho thy phng thc thanh ton bng thtn dng chim mt u th p o do chng ti kin ngh siu th nn pht trin cccng ngh h tr cho thanh ton kiu ny hn nhm m bo s tin li hn cho khchhng.

Cn v knh truyn thng nghin cu cho thy rng t trc n gi vic s dng cc

knh truyn thng cn rt hn ch, y l mt hn ch rt ln ca siu th gy nh hngti vic to mi lin h gia siu th vi khch hng. Kin ngh qua nghin cu l siu thnn tn dng tt hn cc knh ny nhm to ra c s lin kt tt hn i vi khchhng ca mnh.

Cho d nghin cu tng th cho thy khng c s khc bit trong quyt nh mua gianam v n nhng phn tch chi tit cho thy mc nh nam gii c khuynh hng dquyt nh chn mua hn l n . vn ny chng ti kin ngh siu th nn c ccbin php nghip v thch hp hn nhm tn dng u im l nam gii c khuynh hngd quyt nh mua v n gii c khuynh hng kh tnh nhm gia tng sn lng tiuth.

Qua phn tch mc hi lng chng ti nhn thy l khch hng tuy khng cho rngsiu th cha tt nhng cng khng biu th s hai lng i vi siu th. iu ny chothy siu th cn phi n lc nhiu hn na ginh ly s yu mn ca khch hng ivi mnh.Tuy nhin mt c im cn phi ch l mc hi lng cc yu t khc


18/18

nhau l khc nhau, nhn bit iu ny siu th nn c c cu phn b ngun lc hp lcho tng yu t t c hiu qu cao nht trong vic ly lng tin ca khch hng.

V mt iu th v na l khong cch tuy cng gn cng lm cho khch hng quyt nhmua siu th nhiu hn nhng gip a tm l mua ca khch hng i vi siu th

ln mc cao nht , th khong cch t 5-10km l thch hp nht, tuy thng tin ny khngc ngha vi siu th ny, nhng n c ngha rt quan trng trong vic m rng mngli siu th .

Ch thch : bi tp c s tham gia trao i kin vi bn Trn Th Phng lp ncmke-06

Nng , Ngy 24/04/2010.

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bai tap ca nhan spss của Trương THanh Trị lop ncmke-06