Chinh nhffng dilu kidn thudn ldi ve cung va cau tren da tao ndn mot thi bdn Id thffc dn nhanh tai cdc effa hdng tien ldi 6 TP.. Tuy nhien, van chffa cd nhieu dl tai nghidn effu, phdn tic
Trang 1* Cac yeu to anh hu'dng den
hanh vi tieu dung thu'c an nhanh ' tai cuTa hang tien loi
; &TP Ho Chi Minh
TRAN THI NGQC CHAO' DANG LE PHCfdNG XOAN" NGUYEN TOAN DCfdMG"" Torn tat
"^ Thdng qua khdo sdt 312 khdeh hdng tgi 14 eda hdng tiin lgi d TP Ho Chi Minh, kit qud '•- nghiin cdu da cht ra ed 7 yeu tddnh hudng di'n hdnh vi tiiu dung eda khdeh hdng, gom: (1)
Chdt luang sdn phdm ihUe dn nhanh; (2) Chdt lugng phue vu cda nhdn vien; (3) Khd ndng phdn phdi eda eda hdng; (4) Chinh sdch gid cd; (5) Chinh sdeh chiiu thi; (6) Ye'u toTdm ly
-•^ cd nhdn vd (7) Yiu tdXd hdi
Tff khda: cwa hdng tien lgi, hdnh vi tiiu ddng, thtie dn nhanh, TP Ho Chi Minh
- Summary
After a survey of 312 customers at 14 convenience stores in Ho Chi Minh City, the study reveals 7 factors influencing consumers purchasing behavior, including (1) Fast food quality; (2) Service quality; (3) Distribution capacity; (4) Price policy; (5) Promotion policy; (6) Individual psychological factors and (7) Social factors
Keywords: convenience stores, purchasing behavior, fast food Ho Chi Minh City
Gidl THIEU
Trong cudc sdng hien dai ngdy nay d
cdc dd thi ldn, khd'i Iffdng edng viec ngdy
cdng nhilu, dp Iffe tiet kiem thdi gian
tdng cao, vi vdy ma nhu cdu ve sff tidn
Idi, nhanh ehdng, nhffng vdn dam bdo
trong ede bffa an cua ngffdi ddn ngay mdt
tang Ciing vdi dd la sff phdt tnen cua
ehudi cde effa hang tien Idi d TP Hd Chi
Minh da tao dilu kidn thudn ldi ebo vide
kinh doanh ede loai thffc an nhanh dffdc
chd bidn, ddng gdi san
Chinh nhffng dilu kidn thudn ldi
ve cung va cau tren da tao ndn mot thi
bdn Id thffc dn nhanh tai cdc effa hdng
tien ldi 6 TP Ho Chi Minh Tuy nhien,
van chffa cd nhieu dl tai nghidn effu,
phdn tich ve tbi trffdng va nbu cau ciia
muc dieh eiia nghidn effu nham kham phd cdc yd'u td'vd sff anh hffdng cua cae yeu td dd ddn hanh vi lffa chon tidu dling san pham thffe dn nhanh tai effa hang tien ldi Tff dd, dl ra gidi phdp nham hodn thien va xay dffng chid'n Iffde phu hdp, hieu qua thu hut, phuc vu tdt hdn nhu cau ngdy edng da dang eua khdeh hdng
c o s d LY THUYET VA M 6 H I N H NGHIEN CC/U
Cd sd iy thuydt Nhdm tdc gid nhdn thd'y, md hinh quydt dinh tieu dling (EBM) ciia Enge], Blackwell va Miniard (2001)
Id mieu ta rd rang nhd't cdc Iy thuye't vl hdnh vi tidu dilng Md hinh nghien elTu day dii anh hffdng cua 3 nhdm ye'u id, bao gdm: ydu id lien quan de'n khdeh de'n dnh hffdng cua mdi trffdng (nhff: xa hdi, van hda)
vd cd ydu td' lien quan ddn san phim trong marketing
khd ndng phan phd'i va ebinh sdch ehidu thi) Vi vdy, nhdm tde gia xdy dffng md hinh nghien ctiU de xua't dt/a trdn md hinh quye't dinh tieu dung EBM (Hinh 1) Trtfdng D^i hpc Ngoai thi/dng Cd sd II tgi TP Ho Chi Minh I Email: tuanduongftu@gmail.com
Ngdy nhdn bdi 17/06/2017; Ngdy phdn bi^n 11/08/2017; Ngdyduy?! ddng: 17/08/2017
73
Trang 2Cblt lining sin phim
Chal liDTUg pbyc vv cOa nh§ii vini
Chinh s k h ffi ci
KM nang phin phSi cAa cua hang u ^ ien
Cbuih sich chigu thj
Y ^ lo lam \i, ci nhan
Yeul6xilhdi
HINH 2: S d DO KET Q U A MO HINH MGHIEN CHQ
P I = 0,149
m n h \ i tieu diing
X l - C h d l l u g n g sin pblmUliic an nhanh
X 2 - C b a t l i n 7 n e p !
X3 - K l i a n a n g p h ^ p h 6 i
X4 - Chlnh sach g i i Ci
X5 - Chinh sach chieu Ih]
Cdc ydu td trong md hinh dtfdc dien giai nhff sau:
Hdnh vi tieu dung la toan bd nhffng hoat dpng lien
quan trffc tidp tdi qud trinh tim kie'm, thu thdp, mua
sdm, sd hffu, sff dung, toai bd san phdm, dieh vu Nd
bao gdm ca nhffng qud trinh ra quydt dinb dien ra trffde,
trong vd sau cac hanh ddng dd (Engel, Blackwell,
Miniard, 2001)
Chdt lugng sdn phdm la tdng thd cde ehi tidu, nhffng
dae trffng kinh td ky thudt ciia nd, thffc hien dffdc sff
thoa man nhu cdu trong dieu kien tieu dung xdc dinh,
phu hdp vdi cdng dung, ten gpi cua san ph^m ma ngffdi
lidu dung mong mudn (ISO 9001:2000)
Chdt lugng phuc vu cda nhdn viin la ehd't Iffdng ma
khaeh hdng chi ed the ddnh gid dffde sau khi da tie'p
xiic vdi nhffng nhan vien phuc vu trffc tidp, tffc Id da
(Malhotra & etv, 2005)
Gid cd hay chi phi dffde xdc dinh la nhiJng thff, ma
ngffdi lieu dung phdi ehi tra de ed dffdc san pham hoac
dich vu Chi phi bang tien la sdtien dffdc tinh bang ddn
vi tien le cu the md ngffdi tieu dung phai ddnh ra dd chi
tra eho san phd'm hodc dieh vu (Kotier & Keller, 2005)
Khd ndng phdn phdi cua cda hdng Id tap hdp nhffng
tinh ndng ma effa hang dem lai irong viec cung cap
mdt san pham hay dich vu, de' nd trd nen san cd vao
thdi diem khdch hang mong mudn tieu dung (Kotier &
Armstrong, 2010)
Chiiu thi la nhffng boat ddng nham tdc ddng, ldi
kdo, chidu du ngffdi mua vl phia minh, nham ban dffdc
& Armstrong, 2010)
Yeu id' Tdm ly - cd nhdn, dae bifit Id
phong edeh sdng ed dnh hffdng manh me ph£m (Kotier & Keller, 2005)
Yiu tdXd hgi gdm nhdm tbam khao,
gia dinb vd dia vi xd hpi Nhdm tham
cd eiing ngudn gdc, ludi, ndi sdng, lim vide, sd thich (Engel, Blackwell va Miniard, 2001)
Phffdng phap nghidn clhi
Thdng qua phong van trffc tid'p khach hdng bdng bang hdi tai 14 effa hdng tien ldi 6 TP Ho Chi Minh, vdi: 03 effa hang Circle K; 03 effa hdng B's mart; 02 c^a hang Shop & Go; 2 effa hang Ministop;
02 effa hang New Chd; 02 effa hang Family Mart, vao cdc khung gid khac nhau vd trdi diu cde ddi tffdng khach tinh khac nhau de cd the ed dffde kdt qua khdch quan nhat, dam bdo khd ndng dai didn eho long the cua mdu
Nghien clhi dinh Iffdng dffde tien hanh vdi 312 bdng hdi dffdc thu ve hdp Ie vdi cung Id 7 bid'n doe ldp ciia md hinh Toan
bd dff lieu hoi ddp se dffde xff 1^ bang phdn mlm SPSS
KET QUA NGHIEN CUU
1^ qudphdn dch h^ so Cronbach's A^ha
Ket qua phdn tich Cronbach's Alpha effa cdc thanh phan thang do cde yg'u to dnh hffdng de'n bdnh vi tieu diing dffflc trinb bay trong Bang 1
Kei gim phdn tichym tdkhdm phd (EFA)
Kdt qua phan tieh EFA dffde th^ hien
d Bang 2
Cu the, ket qua kiem dinh Bartlett la 4890,093 vdi mffc y nghia Sig.= 0,000
< 0,05 (bdc bd gia thuydt Ho: ede bi^a quan sdt khdng cd tffdng quan vdi nhau trong tdng the) Dieu nay chffng id dfl lieu dung de phan tich ydu td hoan toan phii hdp
He sd KMO dat 0,848 (0,5< 0,848
<I) chffng td phdn tich EFA eho viec nhdm cac bidn nay Iai vdi nhau Id thich hdp Ddng thdi, tiieo lieu ehu^n gia tri eigenvalue > 1, thi cd 7 ye'u td dffdc nit
ra Gid tri phffdng sai trich la 68,540% > 50% dat yeu cau , Nhff vdy, cd tiid ndi rdng, 7 yeu id nay gidi tiiieh 68,540% bien tiiidn eiia dff lieu
74
Trang 3td eho tha'y, tat cd 29 bidn quan sdt diu ed
hd sd'tdi Idn 0,5 va ehung dffde phdn ldm
7 nhdm ydu td nhif thang do ban ddu xdy
diAig Ket qua xoay ydu td'vd phdn nhdm
dffdc tdng hdp trong Bang 3
Kit qua phdn tich hoi quy
Kd't qua phdn tieh md hinb hdi quy
tuydn linh bdi chi ra tat ca 7 yd'u td deu
tac dpng ddn hanh vi tieu dffng san pham
thffe an nhanh lai ede effa bang tidn Idi
(Hinh 2, Bang 4)
Cu the, cdc he sd beta trong phffdng
tiinh hoi quy deu cd gid tri dffdng Dieu
ra trong md hinh nghien cffu dffde chap
nhdn d mffc y nghia 5% Ndi cdch khdc,
ca 7 ydu td' trdn deu cd quan he tbuan
chieu vdi hanh vi tieu dffng sdn phd'm
thffc an nhanh d effa hang lidn ldi
Kdt qud gid tri R^ hidu chinh bang
75,4% nghia la trong 100% sff bien dpng
cua bidn phu thudc hdnh vi lieu dung cua
khdch hdng, thi cd 75,4% sff bie'n ddng
la do cdc bidn ddc lap anh hffdng, edn Iai
Id do sai sd ngau nhien hoac cdc ye'u td
dffa ra giai thich dffdc thffe td' d mffc do
tri R^ eua md hinh day du, gid tri Sig
ra't nho (bang 0,000< 0,05) cho thay, gia
tiiuyd't Ho bi bdc bd Dieu ndy cd nghia
la md binh hdi quy tuydn tinh bdi phu
hdp vdi dff lieu vd cd tid sff dung dffde
Gid tri Durbin-Watson dat dffde la 2,067,
nam trong khoang tff 0 de'n 4 Theo do, ta
chap nhdn gid thuye't khdng cd sff tffdng
quan chudi bac nhd't trong md hinh
MOT SO KET LU^N vA DE XUAT
Nghien cffu da chi ra 7 yeu td'_ anh
hffdng vd mffc do tde ddng eua nd dd'i vdi
hanh vi tieu ddng san pham thffc dn nhanh
6 effa hang lien Idi, trong dd ye'u to Chat
Iffdng phuc vu eua nbdn vien cd mffc dd
gid de xuat cde kidn nghi sau:
(1) Yiu td Chdt lugng lugng phuc VM
cua nhdn vien
Kdt qua P, = 0,261 da chffng minh
mffe dd anh hffdng tich cffc ciia no Khach
hang thffdng chu f den thai dp, phong
trong viee thanh todn, hodc hd trd tff va'n
ve san pham cho khach hang Neu cdc
§ T T
1
2
3
4
5
6
7
8
Big'n d d c l a p v a Bjg'n p h u t h u $ c
Cha't lirong san p h a m thu'c an n h a n h
C h a t lifting p h u c vo cua nhan vien Kha n a n g p h a n phoi cua c i a h^ng Chinh sach gia ca Chinh sach chieu thi
Y e u to cam ly - ca n h a n
Y ^ u t6 xa hoi
H a n h vi ti6u d&ng
SfTbi^n
q u a n s a i
5
5
5
4
4
3
3
3
H ^ s S '
C r o n b a c h ' s A l p h a
0,819 0,867 0,828 0,833 0,858 0,874 0,862 0,853
BANG 2 : KET QOA CAC HE SO TRONQ EFA
Yg'u t6' c S n d a n h gia
Gia tri Sig trong k i e m dinh Bartlett
H e so K M O Phifcfng sai trich
G i a tri E i g e n v a l u e
Gia tri c h a y b a n g
0,000 0,848
6 8 , 5 4 0 % 1,152
So s a n h
0,000 < 0,05 0,5< 0,848 < 1
6 8 , 5 4 0 % > 5 0 %
1 , 1 5 2 > 1
BANG 3; KET QUA EFA THAMH PHAM THAMG DO CAC YEQ TO ANH HffdNG
N h o m yfe'u tS*
C h a t lifdng
p h u c v u
C h a t lifdng sdn
phim
K h a n a n g
C h l n h s a c h chidu thi
Chlnh s a c h
g i ^ c a
T a m iji - ca nhSn
X a h S i
BiS^n quan s a t
N V 2
N V l
N V 4
N V 6 SP5 SP6 SP4
P P l
P P 6
P P 3
C T 2
C T 4
C T I
G C l
G C 4
G C 3
T L 3
T L 4
X H 2
X H 3
1
0,844
0 7=;o
0 7 ? 5 0,650
2
0.741
0 738 0,733
0 678
3
0,818 OSOt*
0,753 O.MI 0.672
4
n,R4fi
0 87.7 0.751 0.717
S
0,790 0,771 0,766 0,721
6
0,864 0,814
7
0,815 0.792
Mgudn: Ket q u a Kit ly du' lieu tCr p h a n m e m
ly nay, thi viec ddo tao ra ddi ngu nhdn vidn chuyen lai cam tinh vd Idng trung thanh cua khdeh hang ddi vdi effa hang
(2) Yiu td Chinh sdch gid cd
Vdi kd'l qua [3^ - 0,250 cho tha'y, yeu Id' chinh sdch
75
Trang 4TRONG PHAN TICH H 6 | QUY
Y^u t^cln Sanh ^
R
R=
R^ hieu chinh
Sig cua kiem dinh F
He so Durbin-Watson
Gifi tri cli?y Iiang
0,871 0.759 0,754 (=75,4%)
0,000 2.067
So sinh
0,000 < 0,05 0<2,067<4
gid cd cd tac ddng ldn thff hai tdi quyet dinh eua khdch
hang khi mudn tieu dung san ph£m thffc dn nhanh d
sdn pham, canh tranh hdn ede nha hang thffc an nhanh
khdc, hay ihffdng xuydn ed cdc chffdng trinb khuyen
mai, ffti dai ve gid cho khdch bdng la nhiJng hinh thffc
kinh doanh bieu qua, rd't dffdc khdch hang ffa chuong
vd cung Id "chd't keo" di thu hut ho den vdi san phdm
ihffc an nhanh cua effa hdng tien ldi
(3) Yiu td Chinh sdch chieu thi
Vdi ke't qua p, - 0,207 giai thich viec thffc bien
cdc hoat ddng chieu thi ddy manh vide ban hang, nbff:
can thie't Theo ket qud khao sdt, khach hdng cd th^
tie'p nhdn thdng tin ve san pham thffc an nhanh cua effa
hang tff nhieu ngudn khdc nhau Do dd, effa hdng can
md rdng cdc phffdng thffc truyen thong, nhff: qudng edo
ngoai trdi (pano, bang hieu), quang cao tren bdo cW,
tren truyen binh, hay tren internet
(4) Yiu tdKhd ndng phdn phdi eua cHa hdng
Vdi ket qua P, = 0,196, tiu yeu id'nay dffde ddnh gid
la mdt trong nhfftig die'm manh giup effa hdng tidn ldi
cd the canh tranh dffdc vdi cae nha hang thffc an nhanh
dang rat phdt trien hidn nay va giup thay doi thdi quen
dffng bffa tai quan an truyen tiid'ng cua ngffdi ddn Tinh
vi tri va thdi gian hoat ddng thudn tien
(5) Yiu tdXd hdi
Kd't qua p^ = 0,166 cho thd'y, anh hffdng tff mdi
trffdng sd'ng, nhifng ngffdi than quen xung quanh khdch
dinh cua khdcb hdng Khdch hdng thffdng
hi anh hffdng bdi nhiftig ldi Idiuydn, sSi
thieu cua gia dinh, ban be hay dong nhdp vdi mdi trffdng xd hpi xung quanh
hang tien Idi neu chu J, quan tam 6in
khia canh nay, lap ra ede chien Iffdc kinh thi nhiftig ldi quang cdo truydn rnidng ticTi cffc tff khdch hdng nay dd'n khdch hdng khdc se ngay cang lang ldn
(6) Yiu td Chd't lugng sdn phdm
Kd't qud P| = 0,149 chi ra rang, khach hang thffc sff ddnh gid eao ldm quan tiong cua sff da dang, miii vi eua cde san pham Ihffc an nhanh bdn d cdc effa hang
lidn ldi, ciing nhff sff tidn dung, thim mi
cua bao bl san pham
Khdch hdng eung ddnh gid cao tam quan trong eiia ve sinh an lodn thilc pham, VI ngay nay cdng cd nhilu khach hang chd trong ddn va'n dd sffe khde khi quyd't dinh tidu dung bd't ky sdn pham ndo Vl vay, da dang hoa sff lffa chon, dam bao ve sinh an todn khdu san xuat, gia tdng sff tien ldi trong tieu dung IS nhiJng chie'n Iffde khdn ngoan ciia cac effa hdng tidn ldi
(7) Yiu toTdm ly - cd nhdn
Vdi ket qua p^ = 0,117, thi ddy Id
yeu \Q cd mffc dd anh hffdng thdp nhat
trong 07 yd'u td' Ye'u td' nay lien quan dd'n phong cdch sd'ng vd tdm Iy tieu dung eua khdch hdng Trong Id'i sd'ng hien dai, cdc effa hang tien Idi dang ed mdt ldi £h^
Idn Hp edn tim ra nhiMg nhu cdu ve tSm
Iy eua khach hdng di phuc vu mdt cdch
tdt nha't nham giff chan vd ed thdm dffi?c
nhidu khdch bang trung thdnh •
TAI LIEU THAM KHAO _ _
1 Nguyen Dinh Tho, Nguydn Thi Mai Trang (2003) Nghien cdu khoa hoc trong marketing, Nxb
Dai hpe Qude gia TP Hd Chi Minh
2 Churchill A Gillbert (1979) A paradigm for developing better measures of marketing
constructs Journal of Marketing Research, 16 (I),d4
3 Engel F James, Blackwell D Roger, Miniard W Paul (2001) Consumer Behavior, 10"
edition, South-Westem College Pub, USA
4 Kotier P & Armstrong G (2010) Principles of marketing, Pearson Education, New York, USA
5 Kotier P., KeDer K (2005) Marketing Management, New Jersey: Prentice Hall, New York, USA
6 Malhotra N.K & etg (2005) Dimensions of service quality in developed economies:
multi-country cross-cultural comparisons International Marketing Review, 22(3): 256-278
7 Steenkamp B.J (1997) Dynamics in Consumer Behaviour with Respect to Agricultural ani
Food Products, in Agricultural Marketing and Consumer Behaviour in a Changing World, Kluwer
Academic Publishers
76