B GIO DC & O TO I HC KINH T TP H CH MINH KHOA TON THNG K

KHA LUN TT NGHIP

TI:

O LNG SC KHE THNG HIU CHO CHUI CA HNG THC PHM CO.OP FOOD TI TPHCM

Gio vin hng dn: Sinh vin thc hin: Lp: Thng 6 nm 2010

Nguyn Thi Ha L Th Phng Hin Thng K Kinh Doanh - Kha 32

LI CM N

Trong sut nhng nm hc i hc, em nhn c rt nhiu kin thc v s quan tm gip ca cc thy c gio, cc anh ch v cc bn.Em xin gi ti tt c li cm n su sc. c bit, em xin chn thnh cm n thy Nguyn Thi Ha, thy cho em rt nhiu li khuyn v tn tnh hng dn em hon thnh kha lun. Tip theo, em xin chn thnh cm n cc anh ch trong Ban d n thc phm thuc Lin hip hp tc x TP.H Ch Minh Saigon Co.op to iu kin v ng gp kin cho em trong sut qu trnh thc tp v hon thnh kha lun. EM XIN CHN THNH CM N!

TP.HCM, Ngy 5 Thng 6 Nm 2010 L TH PHNG HIN

V

TM TT

Vic kim tra hay o lng sc khe thng hiu c cc cng ty nc ngoi thc hin kh thng xuyn hng nm, c cng ty cn thc hin nhiu ln trong nm.Tuy nhin, cng vic ny cn kh mi m i vi cc doanh nghip Vit Nam. Vic nghin cu khch hng xc nh r hnh nh thng hiu trong tm tr khch hng, xem hnh nh c i lch vi nh v ca thng hiu hay khng? Nu hnh nh thng hiu qu khc bit so vi nh v, th c ngha l thng ip truyn thng c vn . Thng ip khng truyn thng ng v nh v thng hiu n ngi tiu dng. Ngoi ra, hnh nh thng hiu tc ng nh th no n hnh vi ca khch hng nh mua th v mua lp li, v nhng cm nhn v cht lng hay mc tha mn ca khch hng v thng hiu cng c kho st v phn tch. Chui ca hng thc phm an ton, tin li Co.op Food l mt m hnh mi, mt thng hiu mi c xy dng. thc c vai tr ca vic o lng sc khe thng hiu trong giai on ny, em xy dng ti nghin cu ca mnh. Trong qu trnh lm vic, do cn nhiu hn ch v thi gian, chi ph, nhn thc nn kh trnh khi sai st. Rt mong nhn c kin ng gp t qu thy c, anh ch v cc bn. Xin chn thnh cm n!

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GVHD: Nguyn Thi Ha

MC LCM U 1. Bi cnh ti nghin cu....................................................................................7 2. Pht biu vn ....................................................................................................7 3. Mc tiu ca ti................................................................................................8 4. Phm vi nghin cu...............................................................................................9 CHNG I: GII THIU S LC V CNG TY THC TP...................10 1.1 Gii thiu v Lin hip hp tc x thnh ph H Ch Minh Saigon Co.op v h thng siu th Co.op Mart..........................................................................................10 1.1.1 Tn v a ch cng ty..............................................................................10 1.1.2 Ngun vn kinh doanh.............................................................................10 1.1.3 Lnh vc hot ng ca Saigon Co.op......................................................10 1.1.4 C cu t chc ca Saigon Co.op.............................................................11 1.1.5 i nt v qu trnh pht trin v thnh tu.............................................12 1.2 Gii thiu v chui ca hng thc phm an ton tin li Co.op Food.................13 1.2.1 Qu trnh ra i v pht trin....................................................................13 1.2.2 Nhng c im ca Co.op Food.............................................................14 1.2.3 Hoi bo ca Co.op Food.........................................................................15 1.2.4 H thng cc ca hng hin ti.................................................................15 CHNG II: C S L THUYT......................................................................16 2.1 L thuyt v thng hiu.....................................................................................16 2.1.1 Khi nim thng hiu.............................................................................16 2.1.2 Thnh phn ca thng hiu....................................................................17 2.1.3 Phn bit thng hiu v nhn hiu..........................................................18 2.1.4 ngha ca thng hiu..........................................................................18 2.1.5 c im ca thng hiu........................................................................19 2.1.6 Thng hiu mnh...................................................................................19 2.2 L thuyt v o lng sc khe thng hiu...................................................21 2.2.1 Mc tiu v ngha ca o lng sc khe thng hiu.........................211

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2.2.2 Cc gc lu khi o lng sc khe thng hiu..............................21 2.2.3 Ni dung o lng sc khe thng hiu................................................23 2.2.4 Phm vi o lng.....................................................................................23 2.2.5 Ch s ABS ch s sc mnh thng hiu.............................................24 2.3 L thuyt thng k...............................................................................................25 2.3.1 L thuyt nghin cu th trng...........................................................25 2.3.2 Ngun d liu trong nghin cu...............................................................26 2.3.3 Thu thp d liu s cp............................................................................27 2.3.4 Phng php chn mu............................................................................29 2.3.5 Xc nh c mu......................................................................................33 CHNG III: PHNG PHP NGHIN CU................................................35 3.1 Mc tiu nghin cu............................................................................................35 3.2 Cch tip cn vn ............................................................................................35 3.3 Chin lc nghin cu.........................................................................................36 3.4 Phng php thu thp d liu..............................................................................38 3.5 Phng php chn mu.......................................................................................38 3.6 K hoch phn tch..............................................................................................39 3.7 tin cy............................................................................................................39 CHNG IV: KT QU NGHIN CU............................................................41 4.1 Nhn din i th cnh tranh chnh.....................................................................41 4.2 o lng mc trung thnh..............................................................................44 4.3 Mc thng xuyn mua hng ti ca hng thc phm...................................50 4.4 nh gi cc yu t quan trng khi chn mua hng ti ca hng thc phm......51 4.5 o lng mc hi lng i vi Co.op Food...................................................55 4.6 Hiu qu Logo v SLOGAN...............................................................................56 4.7 Thng tin v khuyn mi, qung co, PR............................................................61 CHNG V: KT LUN V XUT.............................................................66

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DANH MC CC BNG BIU1. Nhn bit u tin...............................................................................................41 2. Ni tng n mua hng thc phm...................................................................45 3. Mc thng xuyn mua hng ti ca hng thc phm...............................50 4. Yu t quan trng khi chn mua hng ti ca hng thc phm.....................54 5. n tng SLOGAN.............................................................................................59 6. Ghi nh SLOGAN...............................................................................................60 7. Ngun thng tin tin cy nht..............................................................................62

3

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DANH MC CC S HNH NH1. C cu t chc ca Saigon Co.op..........................................................................11 2. Khi nim thng hiu..........................................................................................16 3. Th no l thng hiu..........................................................................................17 4. Phn bit thng hiu v nhn hiu.......................................................................18 5. Quy trnh nghin cu th trng............................................................................26 6. D liu trong nghin cu th trng......................................................................37 7. nhn bit thng hiu......................................................................................42 8. Ch s ABS............................................................................................................43 9. Ni mua hng thc phm chnh.............................................................................45 10. trung thnh vi Co.op Food...........................................................................46 11. T l chuyn i t nhn bit sang dng th.......................................................46 12. Mc duy tr s dng.......................................................................................47 13. Mc tip tc s dng......................................................................................48 14. Mc truyn ming..........................................................................................49 15. Xu hng thay i thng hiu...........................................................................49 16. Mc thng xuyn mua hng ti ca hng thc phm...................................50 17. Mc thng xuyn mua tng loi mt hng...................................................51 18. Cc yu t quan trng khi chn mua hng ti ca hng thc phm.....................53 19. Yu t quan trng nht khi chn mua hng ti ca hng thc phm...................54 20. Mc hi lng vi Co.op Food.........................................................................55 21. Hiu qu mu sc Logo.......................................................................................56 22. Nhn nh v Logo..............................................................................................57 23. ngha Logo.......................................................................................................58 24. n tng SLOGAN............................................................................................59 25. Ghi nh SLOGAN...............................................................................................60 26. Cm tng v SLOGAN.....................................................................................61 27. Ngun thng tin...................................................................................................61 28. Ngun thng tin tin cy nht...............................................................................624

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29. T l chuyn i t nhn bit sang tham gia cc chng trnh hot ng...........63 30. T l chuyn i t tham gia sang yu thch cc chng trnh hot ng...........64 31. Thi bn thn khch hng i vi khuyn mi...............................................65

CC T VIT TTTP.HCM: Thnh Ph H Ch Minh DN: Doanh nghip Tr: Triu ng Ts: Tin s Th.s: Thc s LH HTX: Lin hip Hp tc x BCH: Bng cu hi CHTP: Ca hng thc phm5

Lun vn tt nghip TP: Thc phm ATVSTP: An ton v sinh thc phm TH: Thng hiu KH: Khch hng

GVHD: Nguyn Thi Ha

M U1. Bi cnh ti nghin cu:Trong nn kinh t, hnh thc kinh doanh bn l ngy cng pht trin mnh m v rng khp. C mt s chuyn dch rt mnh t hnh thc mua hng truyn thng sang cc hnh thc hin i. Hng lot nhng ca hng thun li, siu th mini, siu th ln hay trung6

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GVHD: Nguyn Thi Ha

tm thng mi mc ln nhm p ng tt nht cho nhu cu sng ngy cng c nng cao ca khch hng. Khng kh bt gp nhng ci tn CityMart, Maximax, BigC hay Co.op Mart. Trong s , c l h thng siu th Co.op Mart ang nm gi mt th phn ng k. Tuy nhin, chnh t ny sinh ra s cnh tranh khc lit hn. Thng hiu no hiu c khch hng r hn, phc v nhu cu ca khch hng tt hn th ng nhin s tng trng nhanh hn. Saigon Co.op cng ty m ca h thng siu th Co.op Mart mnh dn cho ra i mt hnh thc mi b sung cho knh bn l hin ti l chui ca hng thc phm an ton, tin li Co.op Food. Tham gia thc tp ti Ban d n ca hng thc phm Co.op Food, em quyt nh chn ti Nghin cu v o lng sc khe thng hiu ca chui ca hng thc phm an ton tin li Co.op Food hin ti.

2. Pht biu vn :Thng hiu l mt trong nhng ti sn qu gi nht ca doanh nghip. Cc doanh nghip ngy cng nhn thc r vai tr v gi tr ca thng hiu i vi s tn ti v pht trin ca mnh. Trong bi cnh nn kinh t hi nhp v pht trin hin nay, cnh tranh l mt iu tt yu v vn t ra l lm sao cc doanh nghip c th pht trin v cng c cc thng hiu ca mnh. To ra thng hiu kh nhng pht trin thng hiu s cng kh hn nhiu. duy tr v to dng uy tn i vi sn phm i hi cc cng ty cn ch ng v sng to trong chin lc pht trin thng hiu ca mnh. Vi nhng nhn thc trn, cc doanh nghip Vit Nam tp trung u t v chi tiu nhiu cho tip th, qung co, PR, khuyn mi cho ngi tiu dng, tuyn chn ngi c nng lc v xy dng thng hiu. Tuy nhin, vic nh hng chin lc cho cc hot ng ny cn rt hn ch, ch yu thc hin theo cm tnh, quan st i th v cc cng ty khc. Mt khc, s ch trng vo o lng tnh hiu qu ca c mt ngn sch dnh cho tip th cn rt thp. R rng, vic xy dng v pht trin thng hiu l mt cng vic i hi nhiu n lc, cng sc v tin bc ca doanh nghip. Tuy nhin, thnh qu ca nhng n lc nh th

7

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no, n ng gp c g cho s pht trin, s thnh cng v v tr ca thng hiu trn th trnglun l nhng bc xc cn c li gii p. Hu ht cc ch doanh nghip u tha nhn lm r nhng vn trn s gip cho doanh nghip r sot li tnh ng n ca cc mc tiu v chin lc thng hiu hin hu. T kp thi sa cha hoc a ra nhng mc tiu v chin lc thng hiu mi tng thch hn vi tnh hnh th trng.

3. Mc tiu ca ti:V y l ti nghin cu khoa hc u tay ca sinh vin sp tt nghip ni chung v bn thn em ni ring. Vi nhng kin thc l thuyt, cng thm nhng iu kin khch quan t thc t ca sinh vin, nh tin bc, thi gian, tip cn vi ngun ti liu... Do , ti ny ch nhm mc ch vn dng nhng kin thc hc, v nhng hiu bit thc t nghin cu cc mc tiu sau: Nghin cu o lng hnh nh thng hiu nhm h tr ra quyt nh kinh doanh da trn nn tng thng hiu, iu chnh bn sc, thay i truyn thng. Xc nh hnh nh, tnh cch thng hiu trong nhn thc ca ngi tiu dng. Nghin cu hiu qu tip cn : tng ngn sch truyn thng hay iu chnh k hoch truyn thng? Tng khuyn mi hay tng dng th min ph? Tng cng hnh nh thng hiu hay iu chnh gi bn? o lng hiu qu truyn thng: nn xem xt li thng ip hay xem xt li cc knh truyn thng t hiu qu tt hn?

4. Phm vi nghin cuTheo tnh hnh thc t, h thng ca hng thc phm an ton tin li Co.op Food ch mi hin din ti a bn TP.H Ch Minh. Do , phm vi nghin cu ca ti cng gi gn8

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GVHD: Nguyn Thi Ha

trong a bn TP.H Ch Minh m c th l cc khu vc dn c gn cc v tr t ca hng Co.op Food.

CHNG I GII THIU V CNG TY THC TP9

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1.1 Gii thiu v Lin hip hp tc x thnh ph H Ch Minh (Saigon Co.op) v h thng siu th Co.op Mart: 1.1.1 Tn v a ch cng ty:Tn doanh nghip: Lin Hip Hp Tc X Thng Mi Thnh Ph H Ch Minh. Tn giao dch quc t: SAIGON UNION OF TRADING CO-OPERATIVES. Tn vit tt: SAIGON CO.OP. a ch: 199-205 Nguyn Thi Hc, Qun 1, Tp.HCM. in thoi: ( 84-8) 8370593 8370595 8360143 Fax: (84-8) 8370560. E-mail: sgcoop@hcm.vnn.vn.

1.1.2 Ngun vn kinh doanh:Vn ng k: Trong : Vn iu l : Vn ca nh nc: Vn tch ly khng chia:

1.1.3 Lnh vc hot ng ca Saigon Co.op:Saigon Co.op c xc nh l n v kinh t phc v cho nhu cu i sng, sn xut ca nhn dn lao ng. C th Saigon Co.op thc hin cc hot ng kinh doanh trong cc lnh vc sau: Xut khu nng sn nh : c ph, u phng, tiu, bp, sn phm ch bin, hi sn v hng sn mi. Nhp nguyn liu nh nha, vi si, nguyn liu ha cht, thc phm, my mc phc v sn xut nng nghip, xe gn my, xe bn bnh, hng tiu dng v vt liu xy dng. Kinh doanh ni a vi vai tr tp trung cc hng ha sn xut trong nc v hng

ngoi nhp, sau phn phi li cho h thng siu th Co.op Mart thuc Lin hip v cc nh bn l cp huyn, phng, cc n v khc.

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Saigon Co.op cng tp trung u t trong vic sn xut ch bin cc mt hng tha mn nhu cu ca ngi tiu dng thnh ph v c nc nh c s sn xut nc chm Nam Dng, khn giy. Cung cp cc dch v nh du lch, qung co, ngoi hi, dch v vi tnh Lnh vc hot ng chnh l kinh doanh bn l qua h thng gm 40 siu th Co.op

Mart trn c nc, 8 ca hng thc phm an ton tin li Co.op Food, 70 ca hng v ca hng Bn Thnh.

1.1.4 C cu t chc Saigon Co.op:Cc HTX thnh vin Hi ng qun tri hi thnh vin nhim k 5 nm Ban kim sot

Ch tch hi ng qun tr

Tng Gim c

Cc Ph TG H thng Co.op Mart H thng CH Co.op Food n v kinh doanh trc thuc n v lin doanh lin kt Cc Ca hng Co.op Phng hnh chnh Phng k thut trang thit b Phng k ton Phng Marketing Phng k hoch u t Phng Nhn s Cc Phng Ban

1.1.5 i nt v qu trnh pht trin v thnh tu:

Phng cht lng Phng ti chnh

Tri qua 20 nm vi nhiu thng trm v bin ng ca nn kinh t, n nay Lin hip HTX thng mi TP.HCM Saigon Co.op v ang khng Mt s thng hiu uy tn trn nh phng ban khc11

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GVHD: Nguyn Thi Ha

thng trng.Hot ng ca Saigon Co.op vn rng nhiu lnh vc vi trng tm l kinh doanh bn l.Bao gm 40 siu th Co.op Mart trn c nc, 8 ca hng thc phm an ton tin li Co.op Food, 70 ca hng v ca hng Bn Thnh ang nhn c rt nhiu s ng h t ngi tiu dng, thu ht trn 150.000 khch hng n tham quan, mua sm mi ngy.Bn cnh , cc hot ng phn phi s, xut nhp khu, sn xut v u t cng ang dn ln mnh. Quy m v hiu qu hot ng ca Saigon Co.op th hin qua mc tng trng doanh thu bnh qun 40% /nm, hng n con s 9.000 t ng vo cui nm 2009.Li nhun bnh qun tng 15% /nm. Vn tch ly khng chia 700 t ng, tng 7.000 ln so vi khi thnh lp. Np thu hng trm t ng / nm.Gii quyt vic lm cho hn 6.500 lao ng. Saigon Co.op v h thng siu th Co.op Mart tr thnh mt cng c hiu qu ca thnh ph trong vic ch o iu tit th trng, bnh n gi c cc mt hng thit yu gp phn thc hin cc chnh sch an sinh x hi. Vai tr lnh o ca ng c xc lp vi 42 chi b c s v trn 300 ng vin. Cc on th qun chng c quan tm xy dng v pht trin. Cng on vi gn 6.000 on vin v on thanh nin vi gn 2.000 on vin thanh nin. Chui h thng siu th Co.op Mart tr thnh mt thng hiu mang m nt c trng ca ngnh thng nghip HTX, gn b vi x vin v nhn dn lao ng, ngy cng tr nn gn gi, tr thnh Ni mua sm ng tin cy v bn ca mi nh. Thng hiu Co.op Mart khng nh v th khng nhng ti th trng Vit Nam m c khu vc vi nhiu gii thng c uy tn ca cc t chc trong v ngoi nc nh : Anh hng lao ng thi k i mi, Nh bn l hng u Vit Nam thuc nhm 500 nh bn l hng u Chu Thi Bnh Dng 5 nm lin 2004 2008, Thng hiu Vit c yu thch nht 4 nm lin 2005 2008, Thng hiu mnh Vit Nam 2008.y chnh l nn tng quan trng v l ti sn qu bu thng nghip HTX v h thng siu th Co.op Mart c th tn ti, cnh tranh v sc i vo hi nhp. Mc tiu lu di n nm 2020 Co.op Mart phn u c 200 siu th hin din tt c cc qun huyn ca TP.HCM v cc tnh thnh khc trong c nc, ng thi vn ra mt s nc trong khu vc ng Nam .12

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GVHD: Nguyn Thi Ha

Mc tiu trc mt n nm 2015 Co.op Mart s c 100 siu th ti tt c cc qun huyn ti TP.HCM, ph kn cc tnh ng bng song Cu Long v min Trung, vn ra cc thnh ph pha Bc v th trng ng Dng.1.2

Gii thiu v chui ca hng thc phm Co.op Food:

1.2.1 Qu trnh ra i v pht trin:Vi kt qu kho st trn 800 h dn trong a bn TP.HCM v yu t quan trng khi mua thc phm cho ba n hng ngy, 98% kin cho rng thc phm an ton v sinh l yu t quan trng khi la chn thc phm cho ba n v 89% kin quan tm n gi c hp l.Trc nhng nhu cu bc thit , Saigon Co.op nghin cu v thng 12/2008 cho ra i chui ca hng thc phm an ton, tin li Co.op Food . Co.op Food c c iu kin khi u kh thun li da trn uy tn v hnh nh m h thng siu th Co.op Mart xy dng. Khch hng khi n vi Co.op Food cng nhn c cc chng trnh u i nh khi mua sm ti h thng Co.op Mart. Cc ca hng Co.op Food m ca t 6h sng ti 9h ti, phc v dn c trong khu vc bn knh 500m, vi hng ha a dng nh: hng ti sng, s ch, ch bin, nu chn, thc phm ng lnh v cng ngh, ha phm dng km theo qua chn lc, m bo an ton v sinh thc phm v c gi c hp l.Co.op Food lin kt vi nhiu Hp Tc X, cc n v nui trng c chng nhn vng rau an ton v giy chng nhn iu kin v sinh an ton thc phm hp tc. ng thi Co.op Food u t thm vn cho cc HTX tiu chun quy nh sn xut v thu mua sn phm, v th Co.op Food lun m bo c ngun hng v n nh hn v gi c. Ty theo a bn, khu vc, mi ca hng s cung cp nhng thc phm theo nhu cu ca dn c khu vc . Ngoi ra, vi dch v t vn mn n hng ngy, mn ngon cui tun, t hng qua in thoi, gi xe min ph, chp nhn thanh ton bng13

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GVHD: Nguyn Thi Ha

phiu qu tng ca Co.op Mart Co.op Food cam kt s mang n cho khch hng tht nhiu tin ch. D kin, chui ca hng Co.op Food trong nm 2010 s t con s 20 ca hng. Mc tiu lu di, n nm 2012 Coop Food s xy dng 129 ca hng rng khp trn a bn TP.HCM. S ra i ca Co.op Food th hin n lc lun lun tha mn khch hng v hng n s hon ho ca Saigon Co.op, ng thi gip Saigon Co.op thc thi chin lc a dng ha m hnh bn l, nhm tng th phn v bao ph, gi vng v tr nh bn l hng u.

1.2.2 Nhng c im Co.op Food:Co.op Food mong mun vi nhng c im ni tri, ngi tiu dng s la chn im n mua hng l Co.op Food cho ba n hng ngy ca bn thn hay gia nh: Thi gian linh hot:M ca t 6h n 21h mi ngy. Phc v 15h/ngy, 7

ngy/ tun. Tch ly im thng u i: Mua hng ti Co.op Food c cng im trn

th khch hng thn thit/ thnh vin Co.opMart. Gi hp l: Nhiu chng trnh khuyn mi hp dn. Gi ng tin v ph hp vi ngn sch ca mi gia nh. thc phm thit yu cho ba n hng ngy: T tht, c, rau ti cc loi,

gia v n bnh, ko, nc gii kht v bnh m baguette nng gin.. tt c u c sn.14

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GVHD: Nguyn Thi Ha

Rt gn nh: Ch cch vi bc chn v vi pht i b Thc phm ti ngon: Thc phm ti sng c ch thng v t kho ti sng v nh my ca nh cung cp t sng tinh m. Bo qun trong iu kin hon ho cho thc phm. Thc phm an ton: c chn lc t nhng nh cung cp uy tn, xut x r

rng. Tri qua kim nh nhanh ti ca hng theo tiu chun ca Cc ATVSTP & B Y T. Tin li ti a: D tm, d thy, d mua vi tng thi gian mua nhanh. Thc phm c s ch, lm sch v ng gi sn sng cho ch bin theo thch.

1.2.3 Hoi bo ca Coop Food:Tr thnh thng hiu c yu thch ca ph n ni tr. C mt rng khp ti cc khu dn c ca cc th ln. T ho l n v gp phn bnh n gi v chm sc ba n hng ngy cho mi nh.

1.2.4 H thng cc ca hng hin ti:1. Co.op Food Phan Vn Tr: L B, chung c Phan Vn Tr, ng Phan Vn Tr,

P.2, Q.52. Co.op Food Pasteur: 95 Pasteur, P.Bn Ngh, Q.5 3. Co.op Food Trn Chnh Chiu: 113 Trn Chnh Chiu, P.2, Q.5 4. Co.op Food Chu Vn An:

49-50 ng s 1, khu dn c Chu Vn An, P.26, 247 ng Thc Vnh, x ng Thnh, huyn Hc

Q.Bnh Thnh5. Co.op Food ng Thnh:

Mn6. Co.op Food Bnh Chiu: 716 Tnh l 43, P.Bnh Chiu, Q.Th c 7. Co.op Food L Vn S: 209 L Vn S, P.13, Q.3 15

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8. Co.op Food Ch Ln: 2C, ng Ch Ln, P.Bnh Ph, Q.6

CHNG II C S L THUYT2.1 L thuyt v thng hiu: 2.1.1 Khi nim thng hiu:Trong lch s pht trin, c hai quan im v thng hiu (TH). Quan im truyn thng ra i trc v tn ti n th k 20. Quan im tng hp ra i sau (cui th k 20) v hin ang c p dng vo thc tin. Quan im truyn thng v thng hiu tn ti trong mt khong thi gian kh di cng vi s ra i v pht trin ca ngnh tip th. Nhng vo nhng nm cui th k 20, quan im v thng hiu c nhiu thay i. Nhiu nh nghin cu cho rng, ta cha nh gi ng vai tr ca thng hiu i vi s thnh bi ca doanh nghip. Quan im tng hp cho rng TH l mt tp cc thuc tnh cung cp cho khch hng mc tiu cc gi tr m h i hi. TH 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 ngi tiu dng v n chThng hiu l mt thnh l mt thnh phn ca sn phm.phn ca sn phm b. Sn phm l mt thnh phn ca thng hiu

Sn phm Thng hiu

Thng hiu Sn phm

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Biu 2: Khi nim thng hiu Quan im cho rng sn phm l mt thnh phn ca thng hiu ngy cng c nhiu nh nghin cu v thc tin chp nhn. L do l ngi tiu dng c hai nhu cu: nhu cu v chc nng v nhu cu v tm l. Sn phm ch cung cp cho ngi tiu dng li ch chc nng. Trong khi thng hiu cung cp cho ngi tiu dng c hai chc nng. Chnh v vy m hin nay thng hiu ang dn thay th cho sn phm trong cc hot ng tip th ca doanh nghip. Ti Vit Nam t khi bt u giai on i mi c ch qun l theo hng kinh t th trng, thut ng thng hiu c s dng trong truyn thng vi hm ngha rt rng v khng thng nht, c th bao hm c tn doanh nghip, ch dn a l, nhn hiu hng ha, nhn hng ha. Thng thng ngi ta vn ngh thng hiu l nhn hiu hng ha danh ting hay tn tui. Quan nim v thng hiu theo vn bn php lut Vit Nam:

Th no l thng hiu?Nhn hng (Product label company name) Nhn hiu hng ha (Trademark) Thng hiu (Tradename) Ch doanh nghip ng k bo h cho nhn hng hay tn cng ty. Cng ty thc hin cc hot ng marketing nhm xc lp v tr cho nhn hng/ tn cng ty trong tm tr khch hng mt cch nht qun/ khc bit. Biu 3: th no l thng hiu17

Ch doanh nghip t tn cho sn phm hay cng ty ca mnh.

2.1.2 Thnh phn ca thng hiu:

Lun vn tt nghip Cu to ca thng hiu gm hai thnh phn:

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Phn pht m c: l nhng du hiu c th ni thnh li, tc ng vo thnh gic

ngi nghe nh tn gi, t ng, ch ci, cu khu hiu, on nhc c trng. Phn khng pht m c: l nhng du hiu to s nhn bit thng qua th gic

ngi xem nh hnh v, biu tng, nt ch, mu sc.

2.1.3 Phn bit thng hiu v nhn hiu:Mt nhn hiu c th dng nhn bit mt sn phm, mt h sn phm hoc ton b sn phm ca doanh nghip. Theo nh ngha ca Hip hi Marketing Hoa K th nhn hiu (brand) l mt ci tn, mt t ng, mt mu thit k, mt biu tng hoc bt k mt tnh cht no khc gip nhn bit hng ha hoc dch v ca mt doanh nghip phn bit vi hng ha, dch v tng ng ca cc doanh nghip khc. Nu dng cho ton b doanh nghip ni chung th thut ng tng ng l thng hiu (Trade name). Nhn hiu (brand mark) L nhng gi tr vt th, ti sn hu hnh. Hin din trn vn bn php l. cng nhn. Xy dng trn h thng php lut quc gia. Thng hiu (Trade name) L nhng gi tr tru tng, ti sn v hnh. Hin din trong tm tr khch hng. din v chp nhn. Xy dng trn h thng t chc ca cng ty

Doanh nghip ng k, c quan chc nng Doanh nghip xy dng, khch hng nhn

L phn thn th ca doanh nghip. L phn linh hn ca doanh nghip. Biu 4: Phn bit thng hiu v nhn hiu

2.1.4 ngha ca thng hiu:Ta khng th o lng gi tr ca thng hiu mt cch d dng nhng n l mt loi vn bi v n cho php nh sn xut, ngi bn tnh tin nhiu hn cho sn phm, dch v ca h. Thng hiu l mt s nhn gi tr, em li li th ln cho ch s hu. Thng hiu khng khc g tin trong ngn hng bn c th th chp, mua, bn, u t vo, hay lm tng gim gi tr theo cch qun l tt hay khng. Ngy nay, cc cng ty cn phi suy ngh v danh ting h mun xy dng v hnh nh h mun to ra ngay t lc h bt u hnh thnh tng v cc sn phm v thit k chng: bi v cc gi tr thng hiu ca h s nhanh chng tr thnh li th cnh tranh ch yu hoc c nht.18

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2.1.5 c im ca thng hiu:Theo Philip Kotler, thng hiu khng ch n gin l mt biu tng, thng hiu mang 6 c im sau:1. Mc thuc tnh: thng hiu c th hin thng qua nhng thuc tnh tht ca sn

phm. Cc thuc tnh c th l bn, t tin, uy tn.v cc cng ty s em nhng c tnh ni bt nht ca mnh ra qung co. N s d dng i vo nhn thc ca ngi tiu dng v khi nhc n thuc tnh ngi ta s ngh ngay n thng hiu .2. Mc li ch: mt thng hiu c nhiu thuc tnh v khch hng khng ch mua

thuc tnh m cn mua li ch t nhng thuc tnh . l s hi lng, cm gic an ton, chc chnkhi s dng nhng sn phm c thng hiu. Thuc tnh cn c chuyn sang thnh li ch chc nng hay cm xc. 3. Mc gi tr: thng hiu phn nh phn no nhng gi tr ca nh sn xut sn phm. Mt cng ty xc nh v tr chuyn sn xut sn phm sang trng cao cp hay t tin th nhng ngi tiu dng khi mua sn phm ca cng ty ny cng s nhn c gi tr .4. Mc vn ha: thng hiu c th th hin nhng nt c trng vn ha ring ca

cng ty v b sung hay phn nh mt s c tnh tiu dng ca khch hng ti mt khu vc. 5. Mc c tnh: ngi tiu dng th hin c tnh, ng cp ca mnh thng qua vic la chn thng hiu.6. Phn khc ngi s dng: ngi s dng s l ngi lin quan n nhng gi tr

vn ha v c tnh m sn phm ca thng hiu hng n.

2.1.6 Thng hiu mnh:Thng hiu mnh c cc c tnh sau:19

Lun vn tt nghip1. Thng hiu lm tng gi tr ca c ng.

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2. Thng hiu c ban gim c nh hng v qun tr bi cc chuyn gia v

thng hiu, vi s tham gia ca tt c cc c ng.3. Thng hiu l mt phn khng th thiu xt trn tng th mt doanh nghip, c

gn kt vi nhiu khu khc nhau.4. Thng hiu c th c ch trng trong cc iu khon ti chnh v phi c trong

bn cn i k ton.5. Thng hiu l khong th chp i vi hot ng cho vay ti chnh, c th mua

bn nh mt ti sn.6. Khch hng sn sng tr mt mc gi khc bit ng k v hp l cho mt sn

phm c thng hiu so vi sn phm hay dch v cnh tranh.7. Khch hng gn kt cht ch vi thng hiu, thuc tnh, gi tr v c tnh ca n,

l nhng khi nim thng c c trng bi mt mi quan h cm tnh v hnh (lng trung thnh ca khch hng cao hn).8. Khch hng trung thnh vi thng hiu, c th tm mua sn phm cho d mt s

sn phm khc gi c phi chng v thng l r hn (gi tr lu di ca khch hng cao hn).9. Thng hiu gm nhn hiu thng mi v nhng nhn hiu ch to (logo, hnh

dng, mu sc) nhng th c cng ty v lut php bo v mnh m, chuyn nghip. l im khc bit c bn gia cc cng ty, sn phm v dch v m khch hng c th nhn bit, v nhng thng hiu tht s vi ti sn thng hiu ln. Do , cc thng hiu mnh cn c ngha hn c nhn hiu thng mi v tn thng mi (gm cc logo nhn din sn phm v dch v). Trc khi i su phn tch v thng hiu iu quan trng l cn hiu ng v thut ng ny. Rt nhiu ngi hiu sai v vn dng sai thut ng thng hiu vn bao gm tt c nhng g d ch hi lin quan n chin lc, marketing v truyn thng. Xy dng thng hiu l mt s u t quan trng khng km g vic phn chia li nhun t u t v gi tr c ng cng nh bt k hot ng kinh doanh kh thi no khc. N phi xut hin pha bn tri ca bn cn i k ton nh mt20

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ti sn v hnh v l mt gi tr c th tng hay gim. Mt thng hiu mnh c nh ngha v m t nh hnh nh trn. Mt nghin cu tm l hc cho thy cc thng hiu thng bn vng v con ngi vn li nhn thc. X hi hin i qu ti thng tin v trung bnh mi ngi nhn c thng tin nhiu hn mc c th hp th c. V vy, con ngi thng tm cch n gin ha cuc sng bng cch t lng tin vo nhng gi tr c xc nh nhm gim thiu qu trnh tm kim v x l thng tin cn thit a ra nhng quyt nh hp l. Khi con ngi tin tng vo gi tr ca mt thng hiu bi mt mc ch hay l do nht nh, h s t c nh tm kim nhng thng tin mi thch thc nim tin ca mnh. Nghin cu x hi hc cng ch ra ti sao con ngi li t thch chuyn i thng hiu. Nhiu yu t nh hnh nh, s kin v t chc gn nh c gn cht trong mt thng hiu. Nhng yu t ny c chia s chung bi mt nhm ngi hoc mng li x hi, chng to nn nhng quy c c chp nhn ph bin v cc thng hiu. Nh vy, s tng i kh khn khi cc c th mun chuyn i thng hiu theo cch y, s t b nhng quy c c chia s.

Phong cch vt c cng nghKhch hng Chu vn rt snh cng ngh v sm i tt n u cc ng dng mi ca nhn loi. Qu trnh thm nhp in thoi di ng cng s lng tin nhn c gi Chu ch mi l hai minh chng nh. Tuy nhin, khch hng khng ch mua cng ngh. Thay vo , h mua phong cch sng, thit k v gn vo mt vn ha thng hiu. in hnh l trng hp cnh tranh trn th trng thng mi my nghe nhc Mp3. Khi hng cng ngh Creative ng ti Singapore qung b sn phm Mp3 mi mang tn Zen Micro vo thng 11 nm 2004, cng ty ny khuyn mi sn phm gn nh cho khng vi iu kin ngi dng phi t b khng dng sn phm Ipod ca Appel ti Singapore. Hn na, ngi hm m Appel nh gi vn ha thng hiu ca mnh cao hn c cng ngh v mc gi khuyn mi hp dn.Ch c 20 ngi tiu dng chp nhn khng dng Ipod chuyn sang dng Zen.

21

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2.2 L thuyt v o lng sc khe thng hiu: 2.2.1 Mc tiu v ngha ca o lng sc khe thng hiu:MODULE CC THNG TIN QUAN TRNG CC QUYT NH CHIN LC V THNG HIU Tng ngn sch truyn thng hay iu chnh k hoch truyn HIU QU TIP CN Nhn bit, dng th, dng chnh thng? Tng khuyn mi hay & trung thnh vi TH tng dng th min ph? Tng cng hnh nh thng hiu hay iu chnh gi bn? Cn iu chnh v tr, thm vo thuc tnh mi hay ti nh v

NH V

nh v TH hin ti c p ng nhu cu ca khch hng? TRUYN

HIU THNG

QU

TH? Hnh nh TH trong tm tr khch Nn xem xt li thng ip? hng c ph hp vi nh v mc hay xem xt li cc knh truyn tiu ca TH? KH c bit, thch v tham gia cc thng t phm vi tt hn? Chin dch tip th thnh cng khng? Cc hot ng marketing nn ci tin nh th no? Thng ip, th l, gii thng? Tc ng tch cc n thng hiu? Nn m rng phm vi bao ph hay chp nhn chin lc phn Phn phi c vn no khng: phi chn lc? Nn xem xt li bao ph th trng? Trng by chnh sch cng ty v ch tiu sn phm? Chnh sch ca cng doanh thu, li nhun, khuyn ty nh hng th no n mc mi, iu kin v thi hn tn hi lng ca h thng phn phi? dng thng mi, giao hng, trng by hng ha, nhn vin kinh doanh?

HIU

QU

HOT

chng trnh khuyn mi? KH c nh, hiu, quan tm v mun th sau khi thy qung co ca TH? Ti sao?

NG TIP TH

PHN PHI & CHNH SCH CA CNG TY

2.2.2 Cc gc lu khi o lng sc khe thng hiu:22

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Th nht l sc khe thng hiu trong tm tr khch hng thng qua cc tiu ch v ti sn thng hiu ( Brand equity). Vic nghin cu khch hng xc nh r hnh nh thng hiu trong tm tr khch hng, xem hnh nh c i lch vi nh v ca thng hiu hay khng. Nu hnh nh thng hiu qu khc bit so vi nh v, th c ngha l thng ip truyn thng c vn . Thng ip khng truyn thng ng v nh v thng hiu n ngi tiu dng. Ngoi ra, hnh nh thng hiu tc ng nh th no n hnh vi ca khch hng nh mua th v mua lp li v nhng cm nhn v cht lng hay mc tha mn ca khch hng v thng hiu cng c kho st v phn tch. Th hai l sc khe ca thng hiu trn h thng phn phi thng qua cc tiu ch nh: ph, th phn, s lng hng tn trong knh phn phi

2.2.3 Ni dung o lng sc khe thng hiu: o lng nhn bit. o lng cht lng, gi tr cm nhn. o lng mc hi lng. o lng mc trung thnh. o lng nh v/ tnh cch: v tr hin hu so vi cc i th cnh tranh, so vi v

tr mun t n. o lng hnh nh cng ty: i tng ang c hnh nh v cng ty nh th no

trong tm tng.

2.2.4 Phm vi o lng: Khch hng: KH hin ti, KH tng lai. Nhn vin ca cng ty, nhn vin tim nng. Nh u t, c ng. Gii truyn thng. Gii qun l nh nc ( ngi lp chnh sch, quyt nh chnh sch, thc hin

chnh sch ). Gii hot ng x hi, hot ng phi li nhun, phi chnh ph.

2.2.5 Ch s ABS ch s sc mnh thng hiu:23

Lun vn tt nghip Ta c cng thc nh sau:

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ABS = trung bnh ca : A ( Ch s nhn bit ) + T ( Ch s th dng ) + F ( Ch s thng hiu quen thuc ) + C ( ph ). Trong : A: Ch s nhn bit = ( t l nhn bit u tin + t l nhn bit tip theo + t l nhn bit c gi ) / 3 T l ngi nhn bit thng hiu c gi : C bao nhiu ngi bit thng hiu trong 100 ngi. VD: trong 100 ngi c hi c 80 ngi bit thng hiu bn va nhc ti, vy t l nhn bit s l: 80/100 = 80%. T l nhn bit thng hiu tip theo: c bao nhiu ngi bit ti thng hiu sau khi nhn bit thng hiu khng cn gi . VD: c 70 ngi trong 100 ngi tiu dng nhn bit thng hiu tr Dr.Thanh, nh vy t l nhn bit tip theo l: 70/100 = 70% T l nhn bit u tin: c bao nhiu ngi ngh n thng hiu ca bn u tin trong 100 ngi. VD: trong 100 ngi c hi c 20 ngi nh ti thng hiu u tin, vy t l nhn bit u tin l 20/100 = 20% T: ch s dng th = ( t l nhn bit c gi / tng s dng )*100% Trong s nhng ngi cn nhc, c bao nhiu phn trm ngi mua dng th. VD: trong 80 ngi nhn bit thng hiu trn c 40 ngi mua dng. Ta c t l mua dng th: 40/80*100% = 50% F: ch s thng hiu quen thuc ( hay dng nht ): t l tng s dng/ t l s dng thng xuyn nht )*100%-

Trong s nhng ngi mua dng th c bao nhiu phn trm tip tc mua thng hiu ca bn. VD: trong 40 ngi mua dng th, c 14 ngi tip tc mua thng hiu trn ln na nn ta c t l ngi mua li: 14/40*100% = 35%

C: ph ca cc knh phn phi trn th trng mc tiu.-

hin din sn phm thng hiu ny trn th trng, mc phn phi ngi tiu dng c th tm thy sn phm d dng khi c nhu cu. VD: khi hi 30 ni by bn, c 25 ni c bn du gi Sunsilk ta s tnh c hin din s l: 25/30 = 83.3%24

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Ty thuc vo ngnh m ch tiu ny c s khc bit, nhng ABS cng cao th thng hiu cng mnh. ngha cc t s: Thng hiu cng mnh, c ngi tiu dng tin tng hoc c s dng nhiu thng c t l nhn bit u tin cao. Thng hiu c t l nhn bit tip theo cao l nhng thng hiu nhiu tim nng v cng l nhn hiu kh quen thuc vi ngi tiu dng. T l nhn bit c gi ( hnh nh minh ha hoc phi nhc tn thng hiu) cao khi t l nhn bit u tin v t l nhc n k tip cao. Tuy nhin, nhn bit c gi cao m nhn bit u tin v nhn bit tip theo thp c ngha l thng hiu ny gy c n tng i vi ngi tiu dng mt kha cnh no ( nh qung co, khuyn mi, phn phi) nhng cha tht s l thng hiu quen thuc vi h v ngc li thng hiu c t l nhn bit u tin v tip theo cao, nhng t l nhn bit c gi khng cao c th do la chn phn khc hoc do chin lc chiu th cha thc s hiu qu, cha to c n tng trong tm tr ngi tiu dng; Cn c chin lc chiu th hiu qu hn.

2.3 L thuyt thng k:

MC TIU NGHIN CU Vn , c hi marketing

2.3.1 L thuyt nghin cu th trng:

THIT K NGHIN CU Khi nim: Thng tin cn thit, ngun d liu Khm ph m t, nhn qu Nghin cu th trng cp n vic thu thp v phn tch chnh thc cc d liu bn nh tnh, nh lng Mt ln, mt cng ty nhm gip cng ty c th ngoi c lin quan n cng vic kinh doanh ca lp li Th trng nghin cu a ra chin lc kinh doanh hiu qu Phng php phng vn hn. Nghin cu th trng l: quy trnh lng Cng c phng vn th trng v chuyn ti thng nghe ting ni ca Quy cch kim tra cht lng Thit k Nghin cu th trng c th n gin tin v th trng y vo cng vic qun l ph hp. mu Phng php phn tch d liu nh a mt th gp cho khch hng, hocbo cotp nh mt cuc kho st mu trn Kt cu phc kt qu Thi t tin hnh v st, k ton quc i hi s chun b k lng giancu hi khokt thc thut ly kin n vic Chi ph

phn tch thng k d liu cui cng.

THC HIN NGHIN CU Thu thp Kim tra Nhp,lm sch, tm tt Din gii, phn tch Vit bo co trnh by kt qu 25 S DNG NGHIN CU Ra quyt nh marketing

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Biu 5: Quy trnh nghin cu th trng

2.3.2 Ngun d liu trong nghin cu th trng:D liu th cpB PHN KHC MARKETING XUT BN INTERNET TNG HP

BN TRONG CNG TY

BN NGOI CNG TY

D liu s cp: Quan st

D LIU TH CP

26

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Tho lun bao gm phng vn su, phng vn chuyn gia, tho lun nhm

Phng vn l phng php chnh thu thp d liu nh lng. C hai loi: phng vn trc tip, phng vn gin tip qua in thoi, email

2.3.3 Thu thp d liu s cp:Thu thp d liu l mt giai on c ngha quan trng i vi qu trnh nghin cu. Tuy nhin vic thu thp d liu li thng tn nhiu thi gian, cng sc v chi ph, do cn phi nm chc cc phng php thu thp d liu, t chn ra cc phng php thch hp vi hin tng, lm c s lp k hoch thu thp d liu mt cch khoa hc, nhm t c hiu qu cao nht ca giai on quan trng ny.

Phng php quan st (observation)

Quan st l phng php ghi li c kim sot cc s kin hoc cc hnh vi ng x ca con ngi. Qu trnh thu thp d liu ca k thut ny c thc hin qua quan st bng mt v d liu c ngi thu thp ghi li da trn nhng g bn thn ngi ph trch thu thp nhn bit c trong qu trnh . Phng php ny thng c dng kt hp vi cc phng php khc kim tra cho chnh xc ca d liu thu thp. C th chia ra: Quan st trc tip v quan st gin tip: Quan st trc tip l tin hnh quan st khi s kin ang din ra. V d: Quan st thi ca khch hng khi thng thc cc mn n ca mt nh hng Quan st gin tip l tin hnh quan st kt qu hay tc ng ca hnh vi, ch khng trc tip quan st hnh vi. V d: Nghin cu h s v doanh s bn trong tng ngy ca mt siu th c th thy c xu hng tiu dng ca khch hng trong tng thi k. Quan st ngu trang v quan st cng khai: Quan st ngy trang c ngha l i tng c nghin cu khng h bit h ang b quan st. V d: B mt quan st mc phc v v thi i x ca nhn vin. Quan st cng khai c ngha l i tng c nghin cu bit h ang b quan st. V d: n v nghin cu s dng thit b in t gn vo ti vi ghi nhn xem khch hng xem nhng i no, chng trnh no, thi gian no. quan st c hiu qu, cn dng nhng ngi quan st c o to bi bn, nhng iu ny lm tng chi ph. Quan st c nhn cng i hi nhiu thi gian. Kh khn na l27

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nhn thc c nhn ca ngi thc hin vic thu thp mang tnh ch quan, nhng ngi quan st khc nhau c th s nhn nhn tnh hung khng cng mt cch, v bo co c th s khng phn nh cng mt kiu ging nhau.

Phng php phng vn bng th (mail interview)

Gi bng cu hi son sn, km phong b dn tem n ngi mun iu tra qua ng bu in. Nu mi vic tri chy, i tng iu tra s tr li v gi li bng cu hi cho c quan iu tra cng qua ng bu in. p dng khi ngi m ta cn hi rt kh i mt, do h qu xa, hay h sng qu phn tn, hay h sng khu dnh ring rt kh vo, hay h thuc gii kinh doanh mun gp phi qua bo v th k; khi vn cn iu tra thuc loi kh ni, ring t (chng hn: k hoch ho gia nh, thu nhp, chi tiu); khi vn cn iu tra cc k hp dn i vi ngi c phng vn. (chng hn: ph n vi vn m phm, nh qun tr vi vn qun l); khi vn cn iu tra cn thit phi c s tham kho tra cu nht nh no

Phng php phng vn bng in thoi (telephone interview)

Nhn vin iu tra tin hnh vic phng vn i tng c iu tra bng in thoi theo mt bng cu hi c son sn. p dng khi mu nghin cu gm nhiu i tng l c quan x nghip, hay nhng ngi c thu nhp cao (v h u c in thoi); hoc i tng nghin cu phn b phn tn trn nhiu a bn th phng vn bng in thoi c chi ph thp hn phng vn bng th.

Phng php phng vn c nhn trc tip (personal interviews)

Nhn vin iu tra n gp trc tip i tng c iu tra phng vn theo mt bng cu hi son sn. p dng khi hin tng nghin cu phc tp, cn phi thu thp nhiu d liu; khi mun thm d kin i tng qua cc cu hi ngn gn v c th tr li nhanh c.

Phng php iu tra nhm c nh (panels)28

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Nhm c nh l mt mu nghin cu c nh gm cc con ngi, cc h gia nh, cc doanh nghip c thnh lp nh k tr li cc bng cu hi qua hnh thc phng vn bng in thoi, bng th hay phng vn c nhn. Mi thnh vin trong nhm c nh c dao mt cun nht k t ghi chp cc mc lin h (thu nhp, chi tiu, gii tr,) hoc c dao mt thit b in t gn vi ti vi t ng ghi li cc thng tin v vic xem ti vi nh chng trnh no, knh no, bao lu, ngy no. Nu thnh vin nhm c nh l ca hng, siu th hay trung tm thng mi th s c dao cc thit b qut c in t (scanner) ghi li chi tit v s hng ho bn ra nh: s lng, chng loi, gi c Mt s cng ty nghin cu dng nhm c nh thu thp thng tin lin tc t thng ny qua thng khc, ri em bn li cho nhng ni cn s dng. C cng ty lp nhm c nh quy m khng l vi mt triu i tng, bao gm mi thnh phn khch hng c tr trn khp cc a bn, c th phc v cho nhiu ngnh tip th khc nhau.

Phng php iu tra nhm chuyn (forcus groups)

Nhn vin iu tra tin hnh t cu hi phng vn tng nhm, thng t 7 n 12 ngi c am hiu v kinh nghim v mt vn no , thng qua tho lun t do trong nhm nhm lm bt ln vn nhiu kha cnh su sc, t gip cho nh nghin cu c th nhn nhn vn mt cch thu o v ton din. p dng trong vic xy dng hay trin khai mt bng cu hi s dng trong nghin cu nh lng v sau; lm c s to ra nhng gi thit cn kim nh trong nghin cu. Chng hn: Trc nghim phn ng ca ngi tiu dng i vi cc mu qung co, i vi sn phm mi, tm ra cc nguyn nhn lm gim doanh s

2.3.4 Phng php chn muiu tra chn mu c ngha l khng tin hnh iu tra ht ton b cc n v ca tng th, m ch iu tra trn mt s n v nhm tit kim thi gian, cng sc v chi ph. Vn quan trng nht l m bo cho mu phi c kh nng i din c cho tng th chung. C hai phng php chn mu c bn l:

2.3.4.1 Phng php chn mu ngu nhin (probability sampling methods)29

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Chn mu ngu nhin (hay chn mu xc sut) l phng php chn mu m kh nng c chn vo tng th mu ca tt c cc n v ca tng th u nh nhau. y l phng php tt nht ta c th chn ra mt mu c kh nng i biu cho tng th. V c th tnh c sai s do chn mu, nh ta c th p dng c cc phng php c lng thng k, kim nh gi thuyt thng k trong x l d liu suy rng kt qu trn mu cho tng th chung. Tuy nhin ta kh p dng phng php ny khi khng xc nh c danh sch c th ca tng th chung (v d nghin cu trn tng th tim n); tn km nhiu thi gian, chi ph, nhn lc cho vic thu thp d liu khi i tng phn tn trn nhiu a bn cch xa nhau Cc phng php chn mu ngu nhin:

Chn mu ngu nhin n gin (simple random sampling):

Trc tin lp danh sch cc n v ca tng th chung theo mt trt t no : lp theo vn ca tn, hoc theo quy m, hoc theo a ch sau nh s th t cc n v trong danh sch; ri rt thm, quay s, dng bng s ngu nhin, hoc dng my tnh chn ra tng n v trong tng th chung vo mu. Thng vn dng khi cc n v ca tng th chung khng phn b qu rng v mt a l, cc n v kh ng u nhau v c im ang nghin cu. Thng p dng trong kim tra cht lng sn phm trong cc dy chuyn sn xut hng lot.

Chn mu ngu nhin h thng (systematic sampling)

Trc tin lp danh sch cc n v ca tng th chung theo mt trt t quy c no , sau nh s th t cc n v trong danh sch. u tin chn ngu nhin 1 n v trong danh sch, sau c cch u k n v li chn ra mt n v vo mu,c nh th cho n khi chn s n v ca mu. V d: Da vo danh sch bu c ti 1 thnh ph, ta c danh sch theo th t vn ca tn ch h, bao gm 240.000 h. Ta mun chn ra mt mu c 2000 h. Vy khong cch chn l: k= 240000/2000 = 120, c ngha l c cch 120 h th ta chn mt h vo mu.

Chn mu c khi (cluster sampling)

30

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Trc tin lp danh sch tng th chung theo tng khi (nh lng, x, phng, lng sn phm sn xut trong mt khong thi gian). Sau , ta chn ngu nhin mt s khi v iu tra tt c cc n v trong khi chn. Thng dng phng php ny khi khng c sn danh sch y ca cc n v trong tng th cn nghin cu. V d: Tng th chung l sinh vin ca mt trng i hc. Khi ta s lp danh sch cc lp ch khng lp danh sch sinh vin, sau chn ra cc lp iu tra.

Chn mu phn tng (stratified sampling)

Trc tin phn chia tng th thnh cc t theo mt tiu thc hay nhiu tiu thc c lin quan n mc ch nghin cu (nh phn t cc DN theo vng, theo khu vc, theo loi hnh, theo quy m) Sau trong tng t, dng cch chn mu ngu nhin n gin hay chn mu h thng chn ra cc n v ca mu. i vi chn mu phn tng, s n v chn ra mi t c th tun theo t l s n v t chim trong tng th, hoc c th khng tun theo t l. V d: Mt to son bo mun tin hnh nghin cu trn mt mu 1000 doanh nghip trn c nc v s quan tm ca h i vi t bo nhm tip th vic a thng tin qung co trn bo. To son c th cn c vo cc tiu thc: vng a l (min Bc, min Trung, min Nam), hnh thc s hu (quc doanh, ngoi quc doanh, cng ty 100% vn nc ngoi) quyt nh c cu ca mu nghin cu.

Chn mu nhiu giai on (multi-stage sampling)

Phng php ny thng p dng i vi tng th chung c quy m qu ln v a bn nghin cu qu rng. Vic chn mu phi tri qua nhiu giai on (nhiu cp). Trc tin phn chia tng th chung thnh cc n v cp I, ri chn cc n v mu cp I. Tip n phn chia mi n v mu cp I thnh cc n v cp II, ri chn cc n v mu cp II Trong mi cp c th p dng cc cch chn mu ngu nhin n gin, chn mu h thng, chn mu phn tng, chn mu c khi chn ra cc n v mu. V d: Mun chn ngu nhin 50 h t mt thnh ph c 10 khu ph, mi khu ph c 50 h. Cch tin hnh nh sau: Trc tin nh s th t cc khu ph t 1 n 10, chn ngu nhin trong 5 khu ph. nh s th t cc h trong tng khu ph c chn. Chn ngu nhin ra 10 h trong mi khu ph ta s c mu cn thit.

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2.3.4.2 Phung php chn mu phi ngu nhin (non-probability sampling methods)Chn mu phi ngu nhin (hay chn mu phi xc sut) l phng php chn mu m cc n v trong tng th chung khng c kh nng ngang nhau c chn vo mu nghin cu. Chng hn: Ta tin hnh phng vn cc b ni tr ti mua hng ti siu th ti mt thi im no ; nh vy s c rt nhiu b ni tr do khng ti mua hng ti thi im nn s khng c kh nng c chn. Cc phng php chn mu phi ngu nhin:

Chn mu thun tin (convenience sampling)

Ly mu da trn s thun li hay da trn tnh d tip cn ca i tng, nhng ni m nhn vin iu tra c nhiu kh nng gp c i tng. Chng hn nhn vin iu tra c th chn bt c ngi no m h gp trung tm thng mi, ng ph, ca hng xin thc hin cuc phng vn. Nu ngi c phng vn khng ng th h chuyn sang i tng khc. Ly mu thun tin thng c dng trong nghin cu khm ph, xc nh ngha thc tin ca vn nghin cu; hoc kim tra trc bng cu hi nhm hon chnh bng; hoc khi mun c lng s b v vn ang quan tm m khng mun mt nhiu thi gian v chi ph.

Chn mu phn on (judgement sampling)

L phng php m phng vn vin l ngi t a ra phn on v i tng cn chn vo mu. Nh vy tnh i din ca mu ph thuc nhiu vo kinh nghim v s hiu bit ca ngi t chc vic iu tra v c ngi i thu thp d liu. Chng hn, nhn vin phng vn c yu cu n cc trung tm thng mi chn cc ph n n mc sang trng phng vn. Nh vy khng c tiu chun c th th no l sang trng m hon ton da vo phn on chn ra ngi cn phng vn.

Chn mu nh ngch (quota sampling)

i vi phng php chn mu ny, trc tin ta tin hnh phn t tng th theo mt tiu thc no m ta ang quan tm, cng ging nh chn mu ngu nhin phn tng, tuy nhin sau ta li dng phng php chn mu thun tin hay chn mu phn on

32

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chn cc n v trong tng t tin hnh iu tra. S phn b s n v cn iu tra cho tng t c chia hon ton theo kinh nghim ch quan ca ngi nghin cu. Chng hn nh nghin cu yu cu cc vn vin i phng vn 800 ngi c tui trn 18 ti 1 thnh ph. Nu p dng phng php chn mu nh ngch, ta c th phn t theo gii tnh v tui nh sau: chn 400 ngi (200 nam v 200 n) c tui t 18 n 40, chn 400 ngi (200 nam v 200 n) c tui t 40 tr ln. Sau nhn vin iu tra c th chn nhng ngi gn nh hay thun li cho vic iu tra ca h d nhanh chng hon thnh cng vic.

2.3.5 Xc nh c mu 2.3.5.1 Trng hp gi tr tham s ca tng th l mt s tuyt iChng hn t gi tr trung bnh ca mu, ta mun c lng gi tr trung bnh ca tng th vi tin cy (1 )% , vi sai s cho php gia trung bnh mu v trung bnh tng th l , ta c cng thc c lng c mu nh sau :n=2 z / 2 2 2 2 z / 2 s 2 2

hoc n =

Thng thng ta khng bit c phng sai tng th 2 , do ta dng 1 trong 3 cch sau:

Da vo kt qu nghin cu tng t trc y iu tra th mt mu c c mu 30 n v tnh phng sai mu s 2 theo cng thc:n=2 z / 2 s 2 2

on.

Da vo kinh nghim v s hiu bit v tng th nghin cu suy

Nu bit c quy m ca tng th chung N th c 2 trng hp :

Nu t l n/N < 5% th ta s dng cng thc c mu nh trn. Nu t l n/N > 5% th ta c th dng cng thc sau tnh c mu nhm tit kim chi ph iu tra: n =2 N . z / 2 s 2 2 N 2 + s 2 z / 2

33

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2.3.5.2 Trng hp gi tr tham s ca tng th l mt s tng iChng hn t gi tr t l ca mu, ta mun c lng gi tr t l ca tng th vi tin cy (1 )% , vi sai s cho php gia t l mu v t l tng th l , ta c cng thc c lng c mu nh sau :n=2 p.q.z / 2 2

hay n =

2 p.q. z / 2 2

Thng thng ta khng bit c t l p, q ca tng th chung; do ta c th dng 1 trong ba cch sau: Da vo kt qu nghin cu tng t trc y iu tra th mt mu c c mu 30 n v tnh p v Do tnh cht: p+q=1, do tch p.q s ln nht khi p=q=0,5 => p.q =0,25 => thay vo cng thc trn xc nh c mu n. Tuy nhin khi t gi nh ny th quy m mu s ln nht do tn km chi ph iu tra. Nu ta bit c quy m ca tng th chung N th c 2 trng hp :

Nu t l n/N < 5% th ta s dng cng thc c mu nh trn. Nu t l n/N > 5% th ta c th dng cng thc hiu chnh sau tnh c mu nhm tit kim chi ph iu tra: n = Ch :2 Npq.z / 2 2 N 2 + p.q.z / 2

z

l h s tin cy c tra t bng phn phi chun Z. V d vi mc ngha =5% th

z = 1.96

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CHNG 3 PHNG PHP NGHIN CU3.1 Mc tiu nghin cu o lng nhn bit ( nhn bit u tin khng tr gip, nhn bit tip theo, nhn bit c tr gip) o lng mc mua dng th, dng chnh( Tng dng th TH no, mc thng xuyn thay i TH? TH no s dng chnh, mc thng xuyn s dng). o lng cht lng, gi tr cm nhn: ca hng thc phm l an ton hn, l sch hn, hay mc hn..? Phn tch thi (mc tha mn/khng tha mn v trung thnh vi TH,nhng im hi lng/khng hi lng i vi TH mua,TH s mua,TH s gii thiu). Ngun thng tin: qung co, t ri, truyn mingNgun thng tin no ng tin cy v hp dn nht gm nhng c im no? Phn tch hnh nh thtng hiu (cc thuc tnh quan trng khi chn s dng

NH, % chuyn t nhn bit sang dng, % tip tc dng, xu hng thay i TH, kim tra hiu qu LOGO & SLOGAN)35

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3.2 Cch tip cn vn :Phng php tip cn ca ti ny bao gm c nh tnh v nh lng.

3.2.1 Tip cn nh tnh:Cch tip cn ny s c tin hnh da trn c s tham kho cc thng tin th cp trn bo ch, internet cng nh lun vn tt nghip ca cc kha trc v quan trng nht l da vo cuc phng vn mt s i tng nh: anh ch, bn b, ngi thn quen c thi quen mua hng ti cc ca hng thc phm hoc siu th, cc i tng ny d tip cn v cung cp thng tin nghim tc v thnh tht. Qua ghi chp li nhng thng tin c bn hnh thnh bng cu hi.

3.2.2 Tip cn nh lng:Cch tip cn ny s c tin hnh bng phng php iu tra, phng vn, pht bng cu hi, vi qui m mu vo khong 160 quan st. Trong giai on ny, phng php ny l phng php ph hp nht bi sau khi tin hnh phn tch cc d liu thu thp c chng ta s c c nhng cu tr li chnh xc nht cho nhu cu thng tin c t ra trong mc tiu ca ti. Do b hn ch v mt thi gian cng nh ngun nhn lc nn trong giai on nghin cu nh lng ny, lun vn s gp kh khn v tin cy cng nh tnh i din ca mu. cng chnh l mt phn hn ch ca ti.

3.3 Chin lc nghin cu:Chin lc nghin cu ca ti ny tri qua nhiu giai on v bao gm cc bc nh trong biu c nu di y. Cng cn ni thm rng, trong cc bc ca chin lc nghin cu th bc hnh thnh bng cu hi hon chnh v tin hnh thu thp d liu l nhng bc gp nhiu kh khn nht trong ti. hnh thnh c bng cu hi hon chnh phi tri qua nhiu giai on khc nhau, t vic thu thp thng tin th cp, nghin cu nh tnh hnh thnh bng cu hi ban u, sau iu tra phng vn th, hiu chnh bng cu hi v cui cng c c bng cu hi hon chnh. i vi vic thu thp d liu phn kh khn nht l tip cn v thuyt phc p vin thu thp thng tin. V theo d tnh trong mi ln tin hnh phng vn th t l bng cu hi36

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t yu cu mong mun l 2,5:2 iu ny c ngha nu tip cn 250 quan st, th t l mong mun tip cn c v c bng cu hi hp l l 200 bng. Nhng trong thc t th t l ny thng thp hn, thng ch khong 180 bng cu hi hp l. D c c 160 bng cu hi hp l th phi tip cn phng vn 200 quan st.

37

Lun vn tt nghipHnh thnh ti nghin cu Tm hiu v thc trng v kt qu nghin cu

GVHD: Nguyn Thi Ha

Tm hiu th trng v hng thc phm Hnh thnh BCH ban u

Thu thp d liu th cp v cc vn lin quan

Th nghim BCH

Hiu chnh BCH

BCH chnh thc Nghin cu nh lng phng vn i tng X l d liu

Phn tch

a ra vn

Xc nh nguyn nhn a ra bin php gii quyt S qui trnh nghin cu

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3.4 Phng php thu thp d liu:i vi d liu th cp trong ti c thu thp qua cc bi vit ca cc chuyn gia trn website, hay ngun t cc t chc uy tn nh cc thng k, s xy dng, ti cng c tham kho s liu ca mt s lun vn trc. Ngun thu thp d liu s c trnh by k trong phn ph lc ca ti. i vi d liu s cp: Vic thu thp d liu s cp l mt khu rt quan trng trong ti, s liu thu thp phi trung thc v phi mang tnh i din cho mu th ti mi c gi tr cao. V vy ti chn phng php thu thp d liu c tin cy cao l phng vn trc tip. Xt v i tng c phng cn, th phng php phng vn trc tip kh ph hp, bi l i tng phng vn l nhng ngi c thu nhp trung bnh c tui t 20-60, l cng vin chc, nhn vin vn phng, l k s, c nhn, ngi ni trLa chn thi gian phng vn thng l gi ngh tra hay gi tan tm bui chiu i vi cng nhn vin chc, gi rnh ri ca ngi ni tr

3.5 Phng php chn mu:Theo k hoch v yu cu ca b phn kinh doanh cng ty, ti chn phng php chn mu phi xc sut trong s dng phng php nh ngch (quota sample) c dng chn lc mu iu tra. Theo , tng s quan st c la chn iu tra l 160 quan st, trong tng khu vc dn c quanh v tr ca hng l 20 quan st, trong i tng cng nhn vin chc, nhn vin vn phng, cn b v hu l 60%, trong 60% i tng ny li chia ra thnh 2 nhm i tng, vi 2 khong tui khc nhau l 50% t 20-40v 50% t 40-60. Cn li 40% l cng nhn, bun bn t do, ni tr cng c phn ra chia tng t thnh hai nhm tui nh trc.i tng phng vn Nhn vin vn phng, cn b, cng vin Cng nhn, bun bn t do, ni tr chc, v hu (i tng 2) (i tng 1) 48 32 48 32 96 64

tui T 20 - 40 T 40 - 60 Tng

Tng 80 80 160

3.6 K hoch phn tch:39

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Sau khi tin hnh iu tra kho st thu thp xong s liu, hon thnh xong vic nhp liu. Ta c k hoch phn tch sau: 1. To khun nhp liu trong phn mm SPSS 2. Kim tra, lc d liu xem d liu c b nhp sai, trng trong qu trnh nhp liu hay khng. c bit ch trng n cu A5 thng rt d xy ra li trong nhp liu nh trng gi tr ( v d nhng yu t c cho l quan trng, chn yu t 3, 4 nhng trong qua trnh nhp liu th nhp 3, 3.) tng t i vi nhng cu nhng yu t c cho l quan trng nht, nh, ba cng c kh nng xy ra li tng t. Mt li na cu A5 thng gp l trong s nhng yu t c cho l quan trng nht, nh, ba phi chn ra t nhng yu t c cho l quan trng. Nu p vin chn nhng yu t quan trng nht, nh, ba khng thuc ct quan trng, th chng ta phi tm ra yu t , v thm yu t vo ct yu t quan trng. kim tra li ny chng ta dng lnh ANY trong phn mm SPSS. 3. Sau khi c c b d liu hon chnh, da vo mc ch nghin cu, ta s dng chng trnh SPSS, EXCEL chy ra bng kt qu, v th biu din cho mc ch nghin cu 4. Gii thch cc kt qu

3.7 tin cyB d liu c c thng qua kho st iu tra thc t, khng phi l s liu o, xong trong thc t qu trnh iu tra, c nhiu nguyn nhn khch quan khc nhau t pha p vin cng nh ngi iu tra s nh hng n tnh chnh xc ca d liu. C th nh: Yu t nh hng n tin cy t pha ngi i iu tra l lp bng cu hi v cch truyn t khng r rng, lm cho p vin hiu lm v kt cc thu thp c d liu khng nh mun, hoc p vin khng tr li dn n thiu thng tin. Cch khc phc cho vn ny l chng ta s chnh sa li bng cu hi d hiu hn, hoc c th gii thch cho p vin mc ch ca cu hi l g. Mt vn na cng nh hng n tin cy ca d liu l trong qu trnh nhp liu cng rt d xy ra sai xt, y l iu khng th trnh khi. Trn thc t cch khc phc cho vn ny l cho 2, 3 ngi cng nhp chung bng cu hi, v nu kt qu ca ba40

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ngi gn ging nhau (sai s ti a 2-3%) th chp nhn c. Xong i vi ti ny th khc phc nh trn l iu khng th. M ch khc phc l sau khi nhp xong mt bng cu hi, xong i chiu kt qu va nhp vi bng cu hi c sai xt g khng. Yu t nh hng n tin cy t pha p vin l khng nhit tnh hp tc iu tra, khng tht s hiu m ch tr li qua loa v vy thng tin thu c c tin cy rt thp. hn ch yu t ny, p vin cn nu r tm quan trng ca vic thu thp d liu i vi ti ang thc hin, v la thi gian thch hp, v nhng i tng thch hp phng vn.

41

Ph lc

CHNG IV KT QU NGHIN CUSau khi s dng phn mm SPSS lc li cho b d liu v tin hnh phn tch, kt qu thu c c chuyn qua phn mm Excel v th.

4.1 Nhn din i th cnh tranh chnh:Da trn tt c p vin trong 160 quan st: NB dau tienFrequency Valid coop mart big c metro coop food vissan foco mart maximax fresh food 42 10 8 16 18 12 8 8 Percent 21.0 5.0 4.0 8.0 9.0 6.0 4.0 4.0 3.0 26.0 10.0 100.0 Valid Percent 21.0 5.0 4.0 8.0 9.0 6.0 4.0 4.0 3.0 26.0 10.0 100.0 Cumulative Percent 21.0 26.0 30.0 38.0 47.0 53.0 57.0 61.0 64.0 90.0 100.0

sieu thi sai 6 gon cho gan nha 52 khac 20 Total 200

Bng 1: nhn bit thng hiu u tin

60

Biu 7: nhn bit thng hiu Da trn kt qu nghin cu nh tnh v theo nhn nh, cng nh vn quan tm ca n v thc tp, ti nh gi mc cnh tranh ca 10 thng hiu k trn. Vi kt qu kho st t mu ta thy, nhn bit u tin ca Ch gn nh chim n 26%. iu ny t gay tranh ci v ng l hin nay, thi quen tiu dng ca ngi dn Vit Nam ni chung v ngi dn ti thnh ph H Ch Minh ni ring vn l thch mua hng thc phm ti ch. Tuy nhin, c mt thng hiu c c mc nhn bit u tin cao nht trong cc thng hiu cn li l Co.op Mart ( 21%). y c th l mt iu kin tt cho thng hiu Co.op

43

Food nhng cng mang li nhiu vn . Co.op Fo.od ng l thng hiu ra i sau, c c nhiu thun li da trn s pht trin mnh m ca thng hiu Co.op Mart, nhng khng v th m c th m nht, v ngay chnh bn thn Co.op Mart cng l mt trong nhng i th cnh tranh ln nht e da s tn ti v pht trin ca Co.op Food. Nu khng k n Co.op Mart th thng hiu Vissan vi nhn bit u tin xp x Co.op Food ( Vissan 9% - Co.op Food 8% ) chnh l i th ng quan tm nht i vi h thng ca hng thc phm an ton tin li Co.op Food.Chn on sc khe thng hiu Co.op Food so vi i th chnh:

Co.op FoodNhn bit TH (NB u tin, NBtip theo, NB tr gip)

Vissan

TH ang dng

TH dng chnh

TH s gii thiu

T l chuyn i: Tng dng/ Nhn bit T l chuyn i Dng chnh/ Tng dng

71%

44%

23%Biu 8: Ch s ABS

36%

44

Tnh ch s ABS ca hai thng hiu ta c: T l nhn bit: ACo.op Food = (8% + 43% + 67.5%)/3 = 39.5% AVissan = (9% + 38% + 49.5%)/3 = 32.2% ph ti th trng: CCo.op Food = 45% CVissan ABSVissan = 61% ABSCo.op Food = (39.5% + 71% + 23% + 45%)/4*100 = 0.44 = (32.2% + 44% + 36% + 61%)/4*100 = 0.43 Sau khi phn tch ch s ABS ca hai thng hiu, ta thy: c hai thng hiu u cha phi l thng hiu mnh vi ch s ABS xp x nhau. Tuy rng Co.op Food c t l chuyn i t nhn bit sang tiu dng cao hn Vissan rt nhiu: c th l hn 27%, nhng Vissan vt qua Co.op Food v t l chuyn i t tng dng sang dng chnh n 13%. Vy c nhng nguyn nhn no khin ngi tiu dng tuy chuyn i t nhn bit sang dng th Co.op Food kh cao nhng t l chuyn qua dng chnh th khng my kh quan.Chng ta s i su phn tch vn ny trong nhng phn tip theo.

4.2 o lng mc trung thnh:Mc trung thnh l mt khi nim kh phc tp, n cn c xem xt v nh gi trn nhiu kha cnh. o lng mc trung thnh ca khch hng i vi Co.op Food, ta nghin cu trc v c im hnh vi tiu dng ca khch hng i vi Co.op Food v c nhng i th khc trn th trng ra sao. tm hiu mc trung thnh, ta c bng o tng i nh sau: trung thnh thp S gii thiu ? S mua Mua chnh ? trung thnh cao S gii thiu S mua Mua chnh

Kt qu nghin cu c c t cu hi A.1.d

45

noi den 3 thang

coop mart big c metro coop food vissan foco mart maximax fresh food sieu thi sai gon

Cases 110 61 134 96 44 38 74 56 42

Col Response % 55.0% 30.5% 67.0% 48.0% 22.0% 19.0% 37.0% 28.0% 21.0%

Bng 2: ni tng n mua hng thc phm Trong 200 quan st, s lng ngi n tham quan v mua sm hng thc phm ti h thng Metro v Co.op Mart trong vng 3 thng gn y l nhiu nht ( 67 % v 55%). T l Co.op Food cng kh kh quan ( 48%). Cc thng hiu khc c t l ngang nga Co.op Food l Maximax(37%), BigC(30.5%) Cu hi A.1.e cho thy t l mua sm hng thc phm ti cc thng hiu:

Biu 9: Ni mua hng thc phm chnh 28% ngi tiu dng vn chn ch gn nh l ni mua sm hng thc phm chnh, chim t l cao nht. H thng siu th Co.op mart v chui ca hng Co.op Food cng c kh nhiu ngi tiu dng la chn lm ni mua hng thc phm chnh ( 18.5 % v 11%)

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C nhng thng hiu khc cng c t l ngi tiu dng chn lm ni mua sm hng thc phm chnh xp x vi Co.op Food nh Vissan (8%), Foco mart (7%). Da trn , ta c th nhn nh i vi chui ca hng Co.op Food:

Biu 10: trung thnh vi Co.op Food Nhn nh ban u, c th ni Co.op Food c mc trung thnh ca khch hng tng i cao. Mc chnh lch gia mua chnh v s mua tuy nhiu nhng t l s gii thiu kh cao. Chng ta s i su hn phn tch mc trung thnh ca khch hng i vi Co.op Food da trn nhng t l chuyn i tiu dng nh sau:

Chuyn t nhn bit sang mua:% t chuyn = ni n 3 thng qua / nhn bit khng tr gip

Biu 11: t l chuyn i t nhn bit sang dng th47

Hu ht cc thng hiu trn u c t l chuyn i trn 50%. Chui ca hng Fresh food c % t chuyn cao nht 85% Tip sau l cc ca hng ca Foco mart, Co.op Food v Metro. H thng Vissan v BigC l c t l chuyn i thp nht, c th l do h thng ca hng cha pht trin mnh, cha c nhiu chng trnh thu ht ngi tiu dng n mua sm.

Duy tr mc s dng:% t chuyn = mua chnh / tng mua

Biu 12: mc duy tr s dng Hu ht cc thng hiu trn u c mc duy tr s dng kh thp.c th l do dch v chm sc khch hng cn yu, cc chng trnh gi chn khch hng cha mnh, cha hp dn Trong Foco mart v Vissan tuy c mc chuyn t nhn bit sang mua dng khng nhiu nhng li c t l duy tr s dng kh quan nht.

Tip tc s dng:48

% t chuyn = s mua / mua chnh

Biu 13: mc tip tc s dng H thng BigC tuy c mc duy tr s dng khng cao lm nhng nhng ngi ang mua sm hng thc phm ti BigC l chnh hu nh khng c nh thay i m vn s tip tc mua sm ti BigC ( 450%) Co.op Mart v Fresh Food cng chim c t l ngi tip tc s dng tng i cao. Chui Co.op Food tuy khng dn u trong danh sch nhng cng kh kh quan vi t l tip tc s dng l 291% Foco mart v Vissan th c t l ny kh thp: c th do t chuyn i, chm i mi hay hot ng u i khch hng hin hu cha hiu qu.

Truyn ming:49

% t chuyn = s gii thiu / mua chnh

Biu 14: Mc truyn ming H thng Co.op Mart v Vissan c t l truyn ming cao nht, iu ny c th ng vi mc hi lng ca khch hng i vi ca hng hin ti l kh cao. Co.op Food v Foco Mart ch c t l truyn ming trn 70% cho thy khch hng hin ti cha hon ton hi lng vi ca hng.

Xu hng thay i thng hiu:% t chuyn = s khng mua / mua chnh

Biu 15: Xu hng thay i thng hiu

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Co.op Food c t l chuyn i thng hiu thp nht, cho thy ngi tiu dng t c mun thay i ni mua sm. hay c th ni mc trung thnh ca khch hng vi Co.op Food tng i cao Siu th Si Gn th ngc li, t l thay i thng hiu kh cao. C th do siu th Si Gn chm i mi, dch v khng tt. Khng th cnh tranh li cc i th khc.

4.3 Mc thng xuyn mua hng ti CHTP:Valid hang ngay 1 - 2 ngay 3 - 4 ngay nua thang 1 thang tren 2 thang Total Frequency 54 36 40 14 10 46 200 201 Percent 26.9 17.9 19.9 7.0 5.0 22.9 99.5 100.0 Valid Percent 27.0 18.0 20.0 7.0 5.0 23.0 100.0 Cumulative Percent 27.0 45.0 65.0 72.0 77.0 100.0

Total

Bng 3: Mc thng xuyn mua hng ti ca hng thc phm

Biu 16: Mc thng xuyn mua hng ti ca hng thc phm Sau khi hiu r khi nim ca hng thc phm, cc khch hng cho thy mc thng xuyn mua hng ti cc ca hng ny: S ngi mua hng thng xuyn ti CHTP chim t l kh cao, tuy nhin s ngi rt t khi mua hng ti CHTP cng xp x. iu ny cho thy, nhng ngi mua hng ti CHTP51

v xem nh ni mua chnh th rt thng xuyn mua hng. S ngi cn li ch thnh thong thay i ni mua chnh ca h bng cc CHTP. Hay cc CHTP ch mi thu hut c mt na th trng tim nng. hiu r hn hnh vi mua hng ca khch hng ti cc CHTP, ta i sau nghin cu mc thng xuyn mua sm tng loi hng c th ca h . Trn 10 ln mua hng th vi tng mt hng c mc thng xuyn kh khc bit:

Biu 17: Mc thng xuyn mua hng ti ca hng thc phm xt tng loi hng Cc mt hng c ngi tiu dng la chn mua ti cc CHTP bao gm: TP ng lnh, TP ch bin, SP t sa, TP ti sng. Ngi tiu dng t khi la chn CHTP lm im n khi h c nh mua cc mt hng : lng thc, ung, bnh mt v ung c cn.

4.4 nh gi cc yu t quan trng khi chn mua hng ti mt CHTP:Cu hi nghin cu A.5.a,b cho ta nhng nhn nh v cc yu t m ngi tiu dng cho l quan trng cn c p ng khi h quyt nh chn mt CHTP no lm ni mua sm cc mt hng thc phm. Biu 18 cho thy:

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a s khch hng ng rng hng ha m bo v sinh an ton thc phm, hng c cht lng cao c chn lc k, hng ti sng, khng gian ca hng thong mt sch s v gn nh, ng i tin l nhng iu kin tin quyt hng u. Tip theo l cc yu t hng c o, t bn ni khc, c ni xe v ni gi an ton, thun tin, phc v nhanh chng, cng c kh nhiu ngi la cho l quan trng. Hu ht khch hng u khng ch trng lm i vi cc yu t nh: gi c phi hp vi cht lng, c khuyn mi hp dn, cho dng th sn phm khi h quyt nh chn CHTP l im n mua sm cc mt hng thc phm.

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Biu 18: cc yu t quan trng khi chn mua hng ti ca hng thc phm54

V trong cc yu t c cho l quan trng, c nhng yu t c chn lm quan trng hng u c t l ngi tiu dng ng :yeu to quan trong nhat Cumulative Percent 76.0 88.0 99.0 100.0

Valid

dam bao ve sinh chat luong cao, chon loc ky hang tuoi song nguoi thieu Total than gioi

Frequency 152 24 22 2 200

Percent 76.0 12.0 11.0 1.0 100.0

Valid Percent 76.0 12.0 11.0 1.0 100.0

Bng 4: yu t quan trng nht khi chn mua hng ti ca hng thc phm

Biu 19: yu t quan trng nht khi chn mua hng ti ca hng thc phm Trong 200 ngi c kho st, c ti 76% ngi tr li rng yu t hng ha ca cc CHTP phi m bo v sinh an ton thc phm l quan trng nht. Tip theo l cc yu t hng c cht lng, c chn lc k v hng ti sng cng c t l ngi cho l quan trng nht tng i kh. Tuy t l ngi ng rng CHTP c ngi thn, bn b gii thiu cn nhc chn lm ni mua sm cho bn thn mnh l quan trng nht, kh thp ( ch 1% ) nhng n cng nm vo trong danh sch 4 yu t quan trng hng u trn 19 yu t a ra.

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4.5 o lng mc hi lng vi chui ca hng Coop Foodi vi cc yu t m khch hng cho l quan trng nh m bo an ton v sinh, hng c cht lng cao, hng ti sng th h thng Co.op Food u p ng c kh tt. im hi lng ca khch hng cho tng yu t u trn 4 im. Trong , h thng Co.op Food c khch hng hi lng nht l cc yu t nh: c ni gi xe, gi , chuyn bn thc phm nn rt tin li, uy tn ca thng hiu.

Biu 20: mc hi lng vi Co.op Food56

4.6 Hiu qu LOGO v SSLOGAN :Hiu qu v mu sc:Logo ca Co.op Food o lng kh nng ghi nh ca khch hng i vi mu sc ca LOGO: Trong 135 ngi nhn bit Co.op Food, ta c t l phn trm nhng ngi nh mu sc ca LOGO nh sau:

Biu 21: hiu qu mu sc ca logo Hu ht khch hng u b n tng bi mu xanh v vng ca LOGO, h c th mng tng hnh nh LOGO nhiu hn. iu ny cng c th l gii d dng v mu sc ch o trong LOGO v ca hng u l mu xanh l cy, mu ny mang li cm gic gn gi vi mt hng thc phm. Nhn chung th mu khng mang li n tng mnh cho khch hng i vi ca hng thc phm Co.op Food. Nu so snh vi LOGO chnh xc ca Co.op Food th c th ni hiu qu mu sc ca LOGO l kh cao, n to c n tng trc quan vi khch hng.

Nhn nh ca khch hng v hnh thc ca LOGO:Trong cu hi kho st B2, cc cm t c ngha hi nghch nhau c a ra gip nhn nh rch ri cm ngh khch hng khi nhn vo LOGO ca Co.op Food.57

Biu 22: nhn nh v logo Nhn chung th hnh thc ca LOGO to c thin cm vi khch hng: trn 2/3 u ng rng LOGO c mu sc ph hp vi ca hng Co.op Food, c font ch d nhn, ti mi v b cc th gn gng. Nhng c im ny c khch hng ng vi t l rt cao: Mu sc hi ha, hp vi ca hng c gn nh 100% khch hng ng . Trn 90% khch hng cho rng font ch ca LOGO vui v v ti mi. Khong 80% khng hng ng rng LOGO c b cc gn gng v font ch d nhn. Tuy nhin, LOGO cha to ra mt n tng mnh m vi ngi tiu dng v ch c mt na khch hng cho rng biu tng ca LOGO l hp dn, n tng.

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Lin tng ca khch hng v ngha ca LOGO:Tng t nh cu hi B2, cu hi B3 cng dng cc cp t gip ngi tr li phn nh suy ngh ca bn thn i vi LOGO, h nhn vo LOGO v lin tng xem ngha ca LOGO ny l nhng g?

Biu 23: ngha ca logo Theo a s khch hng th LOGO mang nhng ngha theo chiu hng tch cc, to c nhiu thin cm. Khch hng nhn thy s tin cy, tin li, thn thin, hiu khch v sch s ti mi. Ngoi ra, h cn cm thy LOGO mang ngha cho s bnh dn, mi m. Tuy vy, nhng h khng cho rng LOGO cho thy s ng cp m vn bnh thng.

n tng ca SLOGAN:Khi c hi, anh ch c nh SLOGAN hay cu khu hiu ca Co.op Food l g khng?

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Da trn cu tr li ca p vin m phng vn vin ghi nhn cc trng hp sau y:nho SLOGAN Cumulative Percent 1.0 88.0 98.0 100.0

Frequency Valid dung & du dung 1 phan khong nho dung khong nho gi Total 2 174 20 4 200

Percent 1.0 87.0 10.0 2.0 100.0

Valid Percent 1.0 87.0 10.0 2.0 100.0

Bng 5: n tng SLOGAN

Biu 24: n tng SLOGAN Ch c 2 ngi trong 200 ngi c hi l c th ni ng v SLOGAN. Hu ht p vin u ch c th p ng 1 phn ca SLOGAN ( 87%) S ngi khng th p ng hay khng nh g v SLOGAN chim mt lng nh (12%) Kh nng ghi nh SLOGAN: Sau khi th hi khng tr gip g, chng ta a ra mt vi gi cho p vin th li ln na kh nng h nh c SLOGAN chnh xc nh th no?

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Biu 25: Ghi nh SLOGAN So vi SLOGAN chnh thc An ton, tin li, ti ngon th hu ht khch hng ch nh c mt phn u ca SLOGAN l An ton, tin li. S ngi tht s nh ng SLOGAN ch chim 1/10, cho thy SLOGAN hnh nh c vn cn phi lu .

Cm ngh ca khch hng v SLOGAN:SLOGAN chinh xac Cumulative Percent 8.0 81.0 98.0 99.0 100.0

Frequency Valid cua hang TP tien loi an toan, tien loi an toan, tien loi, tuoi ngon ban cua nguoi noi tro thuc pham tuoi ngon Total 16 146 34 2 2 200

Percent 8.0 73.0 17.0 1.0 1.0 100.0

Valid Percent 8.0 73.0 17.0 1.0 1.0 100.0

Bng 6: ghi nh SLOGAN

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Biu 26: cm tng v SLOGAN Cm tng ca ngi tiu dng v SLOGAN ca Co.op Food khng my tch cc lm. H khng cho rng n n tng, ngn gn. Khch hng cm thy SLOGAN bnh thng, khng hay lm, thm ch khng ni l n di dng ( 70% ng ), khng hay lm ( 75% ng ).

4.7 Thng tin v khuyn mi, qung co, PR:

Biu 27: ngun thng tin nhn bit thng hiu

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nguon thong tin tin cay nhat Cumulative Percent 43.0 70.0 77.0 97.0 99.0 100.0

Valid

truyen hinh bao / dai bang ron / to roi truyen mieng thay cua hang hoat dong gioi thieu ngoai troi Total

Frequency 86 54 14 40 4 2 200

Percent 43.0 27.0 7.0 20.0 2.0 1.0 100.0

Valid Percent 43.0 27.0 7.0 20.0 2.0 1.0 100.0

Bng 7: Ngun thng tin tin cy nht C 28% khch hng cho rng ngun thng tin bo i l tin cy, trong khi c ti 60 % khch hng nhn bit Co.op Food bng ngun thng tin ny.

Biu 28: ngun thng tin tin cy nht ng o ngi tiu dng ngh rng ngun thng tin t cc knh truyn hnh l ngun thng tin tin cy nht, nhng ch c 5% khch hng nhn bit Co.op Food qua truyn hnh. C th do cng ty cha c k hoch truyn thng qung co tt trn phng tin ny Nhn nh chung th hin ti Co.op Food cha tht s mnh trong vic truyn thng v qung b ca hng/ thng hiu mnh, v nhng ngun thng tin ngi tiu dng thng qua nhn bit u l nhng ngun thng tin khng m bo tin cy vi bn thn h.

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Ta cn y mnh chin dch truyn thng v la chn li knh truyn thng thch hp v hin qu.

nh gi cc chng trnh hot ng:Chuyn t nhn bit sang tham gia cc chng trnh dch v:

Biu 29: t l chuyn i t nhn bit sang tham gia cc chng trnh khuyn mi Cc chng trnh khuyn mi, gim gi, khch hng thn thit v ngy khng ti nilong c rt nhiu ngi bit n v a s u tham gia, vi phn trm t chuyn u xp x trn di 90%. S ngi bit n cc chng trnh nh tng qu km theo, tch ly im i qu tuy kh ng, nhng t l chuyn qua tham, gia vo 2 chng trnh u thp. c th do chng trnh cha tht s hp dn. Chuyn t tham gia sang yu thch cc chng trnh, dch v ( mang yu t kch thch mua hng)64

Biu 30: t l chuyn i t tham gia sang yu thch cc chng trnh khuyn mi Hu nh nhng khch hng no tham gia vo bt k chng trnh no th cng yu thch chng trnh , phn trm t chuyn u cao hn 100%. Trong chng trnh ngy khng ti nilong c nhiu ngi bit n, tham gia v u yu thch. Chng trnh tng qu km theo tuy s ngi tham gia cn thp nhng cng to c cm tnh vi khch hng.

Thi i vi hot ng khuyn mi, gim gi sp:

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y l cu hi nhm tm hiu xem nhng ngi thch khuyn mi l nhng ngi c cch ngh v nhn thc th no khi tham gia chng trnh khuyn mi.

Biu 31: thi ca bn thn i vi khuyn mi Chng trnh khuyn mi l mt trong nhng cch to ra kch thch mua dng kh mnh, do , cn bit c i tng khch hng m mnh nhm n khuyn mi phi l nhng ngi th no c ni dung chng trnh khuyn mi cho ph hp, Kt qu cho thy hu ht a s khch hng ( mu 200 ngi ) u ch tham gia khuyn mi khi h nhn thy n tht s c li ch g cho bn thn mnh. S ngi khong b nh hng nhiu bi khuyn mi khng ng k, ch khong 10%. Nhng cng c kh nhiu ngi c ngh xu v hot ng khuyn mi, h thng nghi ng cht lng v gi c ca mt hng khuyn mi.

CHNG 566

KT LUN V XUT GII PHPDa trn cc kt qu thu c ta c th nhn nh thng hiu Co.op Food c bao ph th trng tng i ( tnh trong khu vc i tng khch hng mc tiu: trong vng bn knh 500m so vi v tr ca hng). nhn bit ca khch hng i vi Co.op Food tuy cha cao nhng s lng ngi tiu dng chuyn t mua dng v tip tc s dng kh cao. ng thi Co.op Food c c kh nhiu tnh cm tch cc ca khch hng: c mc hi lng chung trn trung bnh, c t l cc yu t trung thnh vi thng hiu cao trn 70%. c bit, Co.op Food xy dng c hnh nh mt thng hiu mang tnh bnh dn nhng rt c tin cy, ng vi nh v ban u Tuy nhin, vn cn mt vi vn cn lu nh hnh thc qung b thng hiu, hot ng gi chn v thu ht khuyn khch mua dng cha t c nhiu hiu qu. Ni tri nht l cc knh truyn thng, vn cha tp trung v mnh. Nhng knh thng tin c c s tin cy cao ca khch hng nh truyn hnh, bo i. th li c rt t ngi thng qua n nhn bit thng hiu.Hin ti a phn t l ngi tiu dng bit n Co.op Food u qua nhng knh thng tin t tin cy, d sai lch nh bng rn, t ri,truyn ming, nhn thy ca hng i vi hiu qu ca LOGO v SLOGAN: khch hng u c th mng tng v LOGO v nh mang mng SLOGAN, cm nhn ngha ca chng theo chiu hng tch cc v cho rng b cc LOGO p. D vy, LOGO vn cha to c nhiu n tng m nt trong tm tr khch hng, SLOGAN th cha thc s thu ht v hn su trong tm tng nhn thc ngi tiu dng. C khng t khch hng cho rng LOGO ca Co.op Food rt bnh thng, cn SLOGAN th kh di dng.

MT S GII PHP

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Ta thy, khch hng a phn c cm tnh vi Co.op Food, ch c vn v chiu th, qung co hnh nh c v nh cha t hiu qu cao nht. Chnh v vy, ti ch xin i su vo kin ngh cho cc gii php v chiu th

Gii php 1: Lm tt cng tc d boLm tt cng tc ny c th gip cho Co.op Food nm bt v th trng, ngun lc v quan trng nht l xu hng mua sm cng nh mc tha mn ca khch hng. Cc d bo c bn nh: -

D bo tnh hnh ti chnh ca Co.op Food D bo xu hng tiu dng ca khch hng trong tng lai. Thng xuyn nghin cu, phn tch SWOT v cc i th cnh tranh v bn thn Co.op Food. Tham chiu cc thng tin d bo v dn c, thu nhp, xu hng tiu dng ca ccVin Kinh t, x hi.

VD: theo Vin Kinh t thnh ph H Ch Minh ta c: D kin c cu chi tiu n v tnh: % C cu chi tiu bnh qun ngi/ thng - Chi cho n ung - Chi cho may mc - Chi cho vic i li - Chi cho vic hc hnh - Chi cho y t, bo v sc khe - Chi cho vui chi, gii tr - Chi khc 2000 2006 2010 100.0 100.0 100.0 67.0 56.0 41.0 6.5 9.0 11.0 7.5 8.0 9.0 4.0 6.0 9.0 9.0 10.0 12.0 3.5 6.0 8.0 2.5 5.0 10.0 (ngun Website Vin kinh t Tp. H Ch Minh)

Vn t ra cho Co.op Food l cn xem xt kh nng m rng nhng ni no c nhu cu tim nng, xem xt mt chin lc tp trung kinh doanh mt hng thc phm loi no th s mang li hiu qu.ng lu l hin nay phn trm chi tiu cho n ung ca ngi dn Tp.

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H Ch Minh c xu hng gim, m hng thc phm li l mt hng chnh yu ca Co.op Food. Hin nay, phn ln ngi tiu dng c thi quen mua cc mt hng thc phm (nht l thc phm ti sng) ti cc ch, cc h kinh doanh c lp. Trong nhng nm ti, cng vi qu trnh th ho, thu nhp ca dn c tng, thc v cht lng v v sinh an ton thc phm tt hn nn xu hng mua hng ti cc loi hnh siu th, ca hng chuyn doanh tng cao, vi tc d kin trn 150%/nm.

Gii php 2: Hon thin dch v - Tha mn khch hngTrong ngnh bn l, y l yu t cc k quan trng to li th cnh tranh v thu ht khch hng. Dch v khch hng y khng ch nhm lm tha mn cc nhu cu khch hng m cn l vic phc v v t mi li ch khch hng trn ht. Trc tnh hnh cnh tranh gia cc ca hng thc phm hin ti v siu th, ch th Co.op Food nn lm g? a. Xy dng i ng mu dch vin chuyn nghip hn. - Mu dch vin chuyn nghip trong cch thc mi cho v gii thiu sn phm khch hng cn. - Mu dch vin d trc p lc no cng phi tht nim n, vui v, n n ci vi mi khch hng, d khch hng c kh chu cch my, thm ch khng mua hng vn phi vui v cho cng nhng li l lch thip. Cn c thi tn trng khch hng, trnh tt c nhng g c th lm pht khch hng trong cung cch phc v. - Mu dch vin khu vc hng ha no, phi c kin thc tht tng tn v quy cch sn phm, s lng sn phm , cng nh cch s dng sn phm. - Mu dch vin trong tng ca hng phi nm c cch bi tr trong ca hng v nhanh chng ch dn khi khch hng cn. Nhng nhn vin ti quy tnh tin cn phi lm vic nhanh chng v chnh xc hn thi gian va qua. ng giai on tnh tin tr nn ngao ngn i vi ngi mua hng, y l iu mong mun ca khch hng khi c phng vn v cng l mt trong nhng yu t c cho l kh quan trng chn mua hng thc phm ti cc ca hng thc phm.

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=> lm c iu ny, Co.op Food cn duy tr m nhng lp hun luyn bn hng chuyn nghip sau tuyn, c k hoch theo di, kim tra, nhc nh cng nh khen thng kp thi ng vin nhn vin; lp ng dy nng n nhn v gii quyt tha ng nhng kin ca khch hng. b. By tr hng ha: iu ny c th ghi nhn s tin phong ca h thng siu th Metro v Co.op Mart. Chui ca hng Co.op Food cn hc hi v tm phng n by tr tt nht to nhiu khng gian cho ngi tiu dng. t cc bng hiu thch hp cc li i, quy hng ngi tiu dng d dng tm thy cc mt hng cn. iu ny gip cho khch hng mua hng thoi mi v khng mt thi gian tm kim gy kh chu. Theo nh kt qu nghin cu m ti cp trn th hu ht khch hng u mong mun mua hng nhanh chng nht, thm ch c nhng ngi ch mun tht nhanh mua mn hng mnh cn i v. Cc ca hng nn c sn hng ha p ng nhu cu khch hng v hng ha c sn trong kho, khi khch hng cn l c, h khng phi b tht vng, nu khng c sn. h s b i ni khc mua. c bit i vi mt hng thc phm, gn nh 100% ngi tiu dng u i hi mc v sinh thc phm rt cao. Do , trong qu trnh by tr gian hng, bn hng, lu tr hng cn c bit ch : khng gian phi sch s, thong mt, khng c nhiu bi, rc thc phm, cn trng khng thc phm bay mi kh chu, ton b hng ha phi c ghi ch r rng ngy sn xut, ht hn hay cng ty sn xut, chng ch an ton thc phm, nhn vin phi c trang phc lm vic tm tt, sch s v bo m ng tiu chun v sinh ca b y t. c. T chc tt cc b phn gii quyt s c, khiu ni v hu mi: Cc b phn ny phi lun c mt trong tng ca hng trong sut thi gian ca hng hot ng, chuyn gii quyt cc s c v hng ha, lin h nh cung cp v tr li c mi thc mc ca khch hng. y l iu gip tng thm s hi lng ca khch hng khi gp nhng s c hoc trc trc v hng ha, khch hng c th an tm n ngay b phn ny trong ca

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hng gii quyt, m khng phi lo ngi hoc khng bit ngi gii quyt. V vy, b phn ny cn c kh nng gii quyt v quyn quyt nh trong gii quyt s c ca khch hng. nh k thm d s hi lng v cht lng phc v m khch hng nhn c, t iu chnh kp thi. d. B tr bi gi xe v gi tht tin li: y cng l yu t mang n s hi lng cho khch hng so vi vic phi mua hng ti cc a im khc, do , cn c i ng bo v tht chu o, chiu lng khch, b tr xe c tht gn v d dng tm thy, khng khch hng ch lu. Ni gi phi c cc bin php bo v an ton. Gii php 3: Chin lc gim gi So vi Vissan v mt vi thng hiu khc, gi bn mt s mt hng ca Co.op Food vn cn nhnh hn i cht. iu ny l mt bt li nh. Tuy CP fresh mart mi ra i nhng s cnh tranh v gi rt mnh m. Lng khch hng b thu ht bi s chnh lch gi khng h nh. Chnh v vy, tng sc cnh tranh ca mnh, Co.op Food cn xy dng nhng chin lc v bin php c th nhm gim gi thnh v thu ht khch hng. Xy dng trung tm phn phi v h thng cung cp, iu phi hng ha n cc ca hng sao cho tht hiu qu nhm gim chi ph hot ng v m bo lng hng ha y v a dng trong kinh doanh, m rng thng hiu sang nhng sn phm mi, c o ( hng thc phm lm sn cho nu nng) Lin kt vi cc nh cung cp ti thiu ha chi ph v c hng nhng t gim gi mnh cnh tranh v thu ht khch hng. Gii php 4: Qung co cng c thng hiu Chin lc qung co ca Co.op Food trong thi gian qua l cha tt. Co.op Food cha tn dng ht cc li th truyn thng ( qung co trn truyn hnh). Tuy rng vic qung b thng hiu qua cc knh thng tin nh truyn hnh, bo i i hi mt ngun kinh ph kh cao nhng n li rt quan trng v c c nhiu s tin tng ca khch hng: lm cho hnh nh thng hiu c cng c v truyn b rng ri trong th trng, ng thi gip thng hiu trnh khi s m nht theo thi gian.

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Nn xy dng mt website ring hin i hn, c sc hn qung b ti mi ngi. Co.op Food nn gi lin lc vi khch hng thn thit v c nhiu chng trnh u i hn. y mnh cc hot ng Marketing lan truyn nh : tng phiu mua hng cho bn thn ngi mua hng v ngi thn ca h Vo mi dp l tt hay s kin c bit, Co.op c th tng qu lm quen vi dn c xung quanh a bn, to ra s thn quen, truyn b thng hiu vo dn chng. y cng l mt cch tip cn v li ko khch hng hiu qu. Cn c cc chng trnh qung co sang to v n tng hn. Tm li, cng vi nhng th mnh, Co.op Food vn hin din kh nhiu im yu. V vy, vic thng xuyn nghin cu v iu chnh cc chin lc kinh doanh, chiu th l rt cn thit.

TAI LIU THAM KHAO72

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dien dan chia se kien thuc spss http://www.vneco.com/showthread.php?p=131157 Trang web ca cng ty: www.saigonco-op.com.vn/ http://vietbao.vn/Kinh-te/Saigon-Co-op-se-nhuong-quyen-kinh-doanh/40198623/87/ http://scid-jsc.com/news.php?lang=0&id_new=45 http://www.baomoi.com/Tag/Saigon-Co-dot-op.epi http://vietbao.vn/Kinh-te/Coop-Food-mo-chuoi-cua-hang-ban-le-thucpham/75203566/87/ http://nld.com.vn/20090109105448185P1014C1016/coop-food-hoat-dong.htm http://www.vtc.vn/1-201898/kinh-doanh/coop-food-mo-chuoi-cua-hang-ban-le-thucpham.htm http://cafef.vn/20091123075327890CA33/khai-truong-coop-food-tai-hoc-mon.chn http://www.baomoi.com/Info/Them-hai-sieu-thi-CoopMart-mot-Coop-Food-hoatdong/50/4169581.epi http://www.lantabrand.com/cat22news3510.html http://vietbao.vn/Kinh-te/FTA-gioi-thieu-phuong-phap-nghien-cuu-thi-truongmoi/10876379/89/ http://vneconomy.vn/70931P0C5/kham-suc-khoe-thuong-hieu.htm http://thuonghieuviet.com/News/Detail/?gID=7&tID=24&cID=24011 http://weblink.vn/th/articles/c159/do-luong-thuong-hieu http://vietbao.vn/Kinh-te/Chi-so-muc-do-hai-long-cua-khach-hang/40035936/87/ http://my.opera.com/prohockinhdoanh/blog/show.dml/4374279 www.kh-sdh.udn.vn/zipfiles/So19/10_huy_levan.doc www.vjol.info/index.php/JSTD/article/viewFile/672/1715

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PH LC73

BNG CU HI KHO ST BNG CU HIID.. Tn p vin: ......................................................................................................... a ch: ..................................................................................................................T Tn PVV:................................................................................................................Ngy PV:/ Thi gian PV: Bt u/. : ./ Kt thc / : ./ - di PV:.. pht Gii thiu: Ti tn l sinh vin H Kinh T TPHCM, ang lm ti NGHIN CU HNH NH THNG HIU V CHUI CA HNG THC PHM.. Xin anh ch vui lng dnh t pht tr li mt s cu hi ca chng ti. Chng ti cam oan nhng thng tin ca cc anh ch s c bo mt. / /

CU HI GN LCS1. Xin cho bit anh/ch hay c ai trong gia nh anh/ch lm vic trong cc ngnh sau y khng? Truyn thng (bo ch, TV, radio/i) Nghin cu th trng Qung co hay dch v qung co/ t vn Lm vic trong cc siu th, ca hng thc phm Mua bn hng thc phm Khng c ngnh no trong s cc ngnh trn 1 2 3 4 5 6 NGNG NGNG NGNG NGNG NGNG S2

S2. Xin cho bit anh/ch c phi l ngi quyt nh vic mua thc phm chnh cho bn thn v quyt nh 1 phn vic chn mua hng thc phm cho gia nh khng? C Khng 1 2 TIP TC Xin hi ngi quyt nh trong gia nh

S3. Xin cho bit trong vng 6 thng qua anh/ch c tham gia vo bt k cuc phng no v nghin cu th trng trong lnh vc thc phm khng? C Khng 1 2 Hi 1 ngi khc trong gia nh, tr li t S2. TIP TC

S4. xin cho bit tui ca anh/ch thuc vo nhm tui no trong s nhng nhm tui sau y? Di 25 tui T 25 35 tui T 35 45 tui T 45 55 tui 1 2 3 4 NGNG TIP TC

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Trn 55 tui

5

NGNG

CU HI CHNHA1.Xin anh/ch cho bit: a. b. c. d. e. f. g. Khi ni n ni mua sm thc phm, anh/ch ngh ti ni no u tin? Cn ni no na? Nhng ni mua sm thc phm no sau y anh/ch bit?(SHOWCARD) Ni mua sm thc phm no anh/ch n trong vng 3 thng qua? (SHOWCARD) Ni mua sm thc phm no anh/ch n thng xuyn nht? (SHOWCARD) Ni mua sm thc phm no sau y anh/ch d nh s n? (SHOWCARD) Nu phi gii thiu cho ngi khc n mua sm, anh/ch d nh s gii thiu ni no? (SHOWCARD) Ni u tin Ni khc Ni gi Ni n thng Co.opMart BigC Metro Co.op Food Vissan Foco shop Maximax Fresh Food Siu th Si Gn Ch Ni khc (a) 1 2 3 4 5 6 7 8 9 10 11 (b) 1 2 3 4 5 6 7 8 9 10 11 (c) 1 2 3 4 5 6 7 8 9 10 11 (d) 1 2 3 4 5 6 7 8 9 10 11 (e) 1 2 3 4 5 6 7 8 9 10 11 (f) 1 2 3 4 5 6 7 8 9 10 11 3 Ni chnh Ni s n Ni s gii thiu (g) 1 2 3 4 5 6 7 8 9 10 11

A2. Anh/ ch c nghe ni hay bit v khi nim ca hng thc phm? Ri Cha 1 2

PVV gii thiu cho p vin bit v m hnh ca hng thc phm : cc ca hng chuyn bn hng thc phm v 1 t ha phm km theo. M hnh ca hng ging nh cc ca hng tin li hay siu th mini. A3. Anh ch thng mua hng ti ca hng thc phm:

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Hu nh ngy no cng mua Khong 1 2 ngy mua 1 ln Khong 3 -4 ngy mua 1 ln Khong na thng mua 1 ln Khong 1 thng mua 1 ln Rt t khi mua ( trn 2 thng) A4. Anh/ch vui lng cho bit mc thng mua cc mt hng sau ti ca mua th anh ch mua khong bao nhiu ln cho tng mt hng) Mc TP ti sng Sa/ SP sa t TP ng lnh TP ch bin( P at, lp xng (a) Khng mua T 1-3 ln T 4-6 ln T 7-10 ln 1 2 3 4 (b) 1 2 3 4 (c) 1 2 3 4 ) (d) 1 2 3 4

1 2 3 4 5 6 hng thc phm?( nu trn 10 ln Bnh mt ko Lng thc/ LT c bn ung ung c cn

Gia v, ht nm

(e) 1 2 3 4

(f) 1 2 3 4

(g) 1 2 3 4

(h) 1 2 3 4

(i) 1 2 3 4

A5. Khi xem xt mua hng ti ca hng thc phm, theo anh ch: a. b. c. Nhng yu t no l quan trng ?(khng gii hn s lng tr li) Yu t no l quan trng nht? Anh/ ch hy chm im cho Coop Food theo cc c im trn? Quan trng Quan trng nht Cng 1 nhn hng c nhiu sn phm phong ph Cng 1 loi hng c nhiu la chn, d mua Hng c o, t bn ni khc m bo an ton v sinh thc phm Hng c cht lng cao, c chn lc k Hng ti sng 1 2 3 4 5 6 1 2 3 4 5 6 Chm im cho Coop Food 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 4 5 5 5 5 5 5

Yu t

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Gi c hp l vi cht lng Uy tn ca thng hiu C khuyn mi hp dn C nhiu dch v km theo ( hng dn nu n, giao hng) Cho dng th sn phm Ngi thn, bn b gii thiu Chuyn bn thc phm nn rt tin li Nhanh chng Nhn vin vui v, tn tnh Khng gian thong mt, sch s C ni xe an ton, thun tin C ni gi an ton, thun tin Gn nh, ng i tin A6. a. b.

7 8 9 10 11 12 13 14 15 16 17 18 19

7 8 9 10 11 12 13 14 15 16 17 18 19

1 1 1 1 1 1 1 1 1 1 1 1 1

2 2 2 2 2 2 2 2 2 2 2 2 2

3 3 3 3 3 3 3 3 3 3 3 3 3

4 4 4 4 4 4 4 4 4 4 4 4 4

5 5 5 5 5 5 5 5 5 5 5 5 5

Anh/ ch bit n ca hng Coop Food nh vo ngun thng tin no? i vi bn thn anh/ ch th ngun thng tin no l ng tin cy nht? Ngun thng tin 1 2 3 4 5 6 Tin cy nht 1 2 3 4 5 6

Qung co trn truyn hnh Thng qua bo, i Bng rn, t ri Truyn ming Thy ca hng Cc hot ng gii thiu ngoi tri A7. Trong cc chng trnh hot ng ca Coop Food: a. b. c. Anh ch c bit n: Anh ch tham gia: Anh ch thch: Bit 1 2 3 4 5 6 7

T vn nu n Khuyn mi, gim gi Khch hng thn thit/ thnh vin Tng qu km theo Tch ly im i qu Ngy khng ti Nilong Khc: A8. Cu no anh ch thy ng vi bn thn mnh nht:

Tham gia 1 2 3 4 5 6 7

Thch 1 2 3 4 5 6 7

Thch tham gia vo chng trnh khuyn mi v thch cm gic thng cuc Quan tm ti chng trnh khuyn mi nhng ch tham gia khi thy n tht s ch li Ni chung th khng quan tm lm n khuyn mi Thng nghi ng cht lng v gi tr ca nhng sn phm khuyn mi.

1 2 3 4

O LNG HIU QU LOGO & SLOGAN

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B1. Anh ch c nh LOGO ca Coop Food c mu g khng? Xanh Vng v xanh v vng Xanh v vng C 3 mu trn Khc 1 2 3 4 5 6 7 8

B2. Anh ch cm thy hnh thc ca LOGO ny nh th no (SHOWCARD LOGO): 1. Mu sc hi ha hp vi CH 1. Font ch vui v, ti mi 1. Font ch d nhn 1. B cc gn gng 1. Biu tng hay, n tng B3. Nhn vo LOGO ny, t no trong tng ngha ca LOGO? 1. ng tin cy 1. Hin i 1. Lu nm 1. Thn thin, hiu khch 1. Nhanh 1. ng cp 1. Sch s, ti mi 1. Tin li 2. t tin cy 2. Bnh dn 2. Mi m 2. Lnh lng 2. Chm 2. Bnh thng 2. Khng sch lm, c k 2. t tin li 3. Khng kin 3. Khng kin 3. Khng kin 3. Khng kin 3. Khng kin 3. Khng kin 3. Khng kin 3. Khng kin 2. Mu sc khng hp vi CH 3. Khng kin 2. Font ch c v k qui 3. Khng kin 2. Font ch kh nhn 3. Khng kin 2. B cc ri rm 3. Khng kin 2. Biu tng bnh thng 3. Khng kin cp t sau y m t st nht lien tng ca bn thn anh ch v

B4. Anh ch c nh cu khu hiu ca chui ca hng thc phm Coop Food l g khng? ( ghi r nhng g p vin tr li) .. Nh ng v Nh ng 1 phn Khng nh ng Khng nh c g 1 2 3 4

B5. Trong nhng cu sau y, theo anh ch u l cu khu hiu chnh xc ca chui ca hng Coop Food: Ca hng thc phm tin li An ton, tin li An ton, tin li, ti ngon Bn ca ngi ni tr Thc phm ti ngon 1 2 3 4 5

B6. Theo anh ch, cu SLOGAN ca Coop Food nh th no: 1. n tng 2. Bnh thng 3. Khng kin

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1. Hay 1. D nh 1. Ngn gn 1. n gin d hiu

2. Khng hay lm 2. Kh nh 2. Di dng 2. Kh hiu

3. Khng kin 3. Khng kin 3. Khng kin 3. Khng kin

Thng tin c nhnTn: a ch: in thoi lien lc: C1. Anh ch vui lng cho bit tnh trng hn nhn: c thn c gia nh nhng cha c con c gia nh v c con Li d / li thn Ga chng / v C2. Xin cho bit trnh hc vn cao nht ca anh ch: Cp 1 -2 Cp 3 / Trung hc chuyn nghip Tt nghip cao ng / C hc i hc Tt nghip i hc Trn i hc T chi tr li C3. Anh ch ang lm trong nhm ngnh ngh no sau y: Ngh chuyn mn ( lut s, bc s, kin trc s) K thut vin Cn b nh nc trung cao cp Cng chc, vin chc nh nc Cng an, b i Ch doanh nghip, gim c doanh nghip, trng phng cng ty ln Qun l/ qun c/ gim st Nhn vin vn phng Cng nhn lnh ngh lm vic trong nh my, xng sn xut Lao ng lnh ngh ( th may, th tc, trang im) Lao ng n gin, lao ng ph thng Bun bn/ kinh doanh nh Bun bn lt vt Sinh vin/ hc sinh Ni tr ( nu n chnh trong gia nh) Ngh hu, ln tui khng lm g Khc: . 1 2 3 4 5 1 2 3 4 5 6 1 2 3 4 5 6 7 8 9 10 11 12 13 14 1