Do ludng anh hipong cua cac cdng cu marketing den hanh vi mua hang npi cua ngu'di tieu dung Viet Nam Tinh huong mua hang thyc pham danh cho tre em'** TS.. Tir kit qud nghiin eiru, mot
Trang 1Do ludng anh hipong cua cac cdng cu
marketing den hanh vi mua hang npi
cua ngu'di tieu dung Viet Nam Tinh huong
mua hang thyc pham danh cho tre em'**
TS PHAM HONG HOA
TS NGUYEN HOAI LONG**
Nghien ciru ndy nhdm khdm phd vd do luang dnh huang cua cdc biin sd marketing
hon hgp (mix) din hdnh vi mua thuc phdm npi danh cho tre em ciia nguai lieu diing
Viit Nam Md hinh nghien ciru dugc xdy dung dua tren nin ldng cda md hinh kich
Ihich - ddp lgi va cdc ly thuyet vi thai dp (nhdn thuc cdm nhdn, y dinh) vd hdnh vi
mua trong nghiin cmt hdnh vi nguai tieu diing Tir kit qud nghiin eiru, mot so di
xudt dugc dua ra nhdm dinh huang cho cdc doanh nghiep kinh doanh thuc phdm
ddnh cho tre em dieu chinh cde hogt dpng marketing nhdm khai thdc lot liim ndng
thi truang trong nuac, ndng cao khd ndng canh tranh cua hdng nPi ddi v&i hdng
ngogi Bdi viit cung cd gid tri tham khdo doi vai cdc doanh nghiep khdc Irong viic
dua ra cdc cdng cu marketing phd hgp, nhdm tgo ra nhiing phdn irng cd lgi mong
mudn lir khdch hdng muc tieu
Tir khoa: Cdng cti marketing, mua hdng ndi, thuc phdm npi ddnh eho tre em, Viel Nam
1 Gidi thieu nghien cihi' doanh nghiep De ddnh gia va dieu chinh cac
DoarJ nghiep sir dung cac cong cu •><"! * ' " « marketing, doanh nghiep luon
marketing nhSm lam thay d6i hanh vi cda • " " ° " \]^'f^ "^"^^ l^'^S "^^ '*>= *^"S ™
khach hang tien tdi cac trang thdi cd lgi cho thay ddi den hanh vi mua cua khach hang
nhu the ndo Bai viel nay lap trung nghien
" ' D a i hoc Kinh tlQuflcdSn ^^"^ ^"^ •^"^"8 ^'^^ ^"^^ '^^^g marketing d i n
(*) Nghien CUTJ nay duac tai tro boi Quy Phat tri^n Khoa hdnh vi mua cua khach hang Tinh hudng
hoc vi Cong nghg qu6c gia (NAFOSTED) s6 114.3- nghidn cftu duoc lua chon Id thuc phdm danh
Bai vi6t niy chia se v6i ban dgc mpt phan nhung ket cho tre em - mdi loai hang tieu dung thiet
qua nit ra t£r cupe nghian cuu \d\ mlu nghien ciiu la yeu cua mpt bp phdn ldn cdc gia dinh va la
846 ngircri, b 3 thinh ph6 trung tam cua^Viet Nam: Ha ^^^ ^ ^ ^ ^^^^ ^g^^j ^jg^ ^^^g rdt quan tara,
Noi, Thinh ph6 H6 Chi Minh va Da NSng; duoc thirc i , - - i v , - i , '
hien trong khuon khd cila De ik\''Nhung yiu td dnh '^"U y khi chgn mua
hudng den hanh vi tieu diins hang noi cua neir&i Viet in i • i • - i,- t- - J • i > * •
., * ; • = * • , • - • , - , - , • Hanh vi mua cua neuoi lieu dung la toan
Nam Irong thai aai loan cau hoa - nghien cuu nhom ° °
hang thuc phdm danh cho tre em " bd hanh dpng md ngudi tidu dung bpc lp trong
Trang 2qud trinh trao ddi san pham, bao gdm didu tra,
mua sdm sft dyng vd chi tieu cho hdng hda vd
dich vu" (Tran Minh Dao, 2012) Thyc chat
hdnh vi mua cua ngudi tieu dung radl qua
trinh ra quydl dinh tu viec nhan biet nhu cau
din tim kilm thdng lin, ddnh gid cac phuang
an, quylt dinh mua va danh gia sau khi mua
Vdi myc dich nghien cftu anh hudng cua boat
dpng marketing d i n hanh vi mua thuc phdm
npi danh cho tre em, hdnh vi mua dugc nghidn
cftu nay liep can dudi gde dp y dinh hay dy
dinh mua thyc phara npi danh cho Ire em
Cdc cdng cu marketing la cac yeu td bien
dpng va kilra sodl dugc raa doanh nghiep sft
dung d l tac dpng len thi trudng rayc tieu
nhdm thu dugc nhftng phan ftng c6 lgi tft phia
khdch hang Trong cac ITnh vuc khac nhau,
cac hgc gia nhdc den nhieu nhdm cdng cy
marketing, nghien cftu nay chi lap tmng vao
bdn cdng cy marketing truydn thdng dd la: sdn
pham, gid, phan phdi vd truyen thdng
marketing
Theo ly thuylt marketing, cdc doanh
nghiep sft dyng cac cdng cy marketing nhdm
thay ddi trang thai hanh vi mua cua khach
hdng Noi rapt cdch chinh xac hon la doanh
nghiep sft dyng cac cdng cy marketing tdc
dpng den khdch hdng de hg chgn mua hang
cua doanh nghiep Vdn d l ddt ra la lieu hoat
dpng marketing cua doanh nghiep anh hudng
nhu the nao den quydl dinh lya chgn hang npi,
hang ngoai cua ngudi lieu dung Nghien cftu
nay se tra ldi cau hdi dd trong ngdnh kinh
doanh thyc pham ddnh cho tre em
2 Cff Sff ly thuyet va mo hinh nghien cihi
Ca sd ly thuyet ldm n i n tang cho cudc
nghien cim nay Id md hinh long qudt nghidn
cftu hanh vi ngudi tieu dung cua Kotler phdt
trien lft ndm 2004, dugc ftng dung khd phd
Thuat ngO- "Thuc pham noi danh cho tre em" duoc hieu
li nhiing thuc pham dinh cho tre em (dii6i 12 tu6i)
dirge san xuat trong nu6c (xuii xu- tii Viet Nam)
biln vdi ten ggi md hinh kich thich - dap l?J-Theo dd, phan ftng cua ngudi tidu diing la J'^^
qua ma hg bpc Id ra sau khi "hpp den f thuc
cua hg da tilp nhan va xft ly cac kfch thich ddu vao (bao gdm cac kich thich thupc moi trudng va cdc kich thich la cdng cu marketing
md cac doanh nghidp (DN) su dung) (Trdn Minh DEIO, 2012) Ly thuydt chuydn sau nghien cftu hdnh vi ngudi tidu dung ve thai dp cua hg (mpt y l u Id thupc v l "hpp den y thftc"), cho bilt, y l u td nay cung ddng mdt vai trd quan trgng trong viec hinh thdnh hanh
vi cua hg Thai dp (ddi vdi mdt ddi tugng) dugc hidu la tdng hgp cdc hieu bidt, quan diem, kinh nghiem, cam xuc, mong niudn va phdn ftng cfta cd nhan vdi ddi tugng dd Thai
dp Ihudng dugc phdn chia thdnh ba yeu td cau thanh Id Nhdn thftc, Cam nhdn va Y dinh mua Thai dp ddng vai Ird quan trgng trong hinh thanh hdnh vi cua ngudi tieu dung (Isabelle
Sznigin &, Maria Piacentoni, 2015; Vu Huy
Thdng, 2010; J.Paul Peter and Jerry C Olson, 2010; Solomon et al., 2010) Muc tieu nghien cftu nay dugc khai quat hod thanh md hinh nghien cuu nhu sau:
Cac thanh phdn cua md hinh dugc hieu nhu sau:
Cdc cdng cu marketing: dugc h i l u Id cac
yeu td md doanh nghiep sft dung de phye vu
vd tac dpng den khdch hdng, nhdm tao ra phan ftng cd lgi mong mudn tft phia hg Trong khudn khd cua nghien cftu nay, chung tdi tap trung xem xet bdn nhdm cdng cu marketing
CO bdn, thudng dugc biel den vdi ten ggi Marketing mix hay Marketing hdn hgp, bao gdm bdn y l u td can ban (4P) U San phdm
(Product - P I ) , Gid cd (Price - P2), Phan phdi
(Place P3) vd Truydn thdng Marketing (Proraotion - P4) Trong dd:
San phdm; Cac yeu td, gid tri i^ik cdng ly
cung ftng cho khach hang Cac quylt d,nh ^^ sdn phdra nhara ddp ftng nhu cdu khach hang v l radl tfnh ndng, lgi fch
- NhOng vin de KINH Tt VA CHJNH TRj THt GIOI S6 10(234)
Trang 3• Gid: Ld phan chi phi chinh khdch hdng
phai chi trd d l cd dugc quyen sd hiiu hoac sft
dyng san phdm, la phdn chi phi co ban de khdch
hang cd dugc nhiing gid trj lgi ich thda man nhu
cdu cua hg
Phan phdi: La cdc boat dpng nhdm dua
hang hda den vdi ngudi tieu dung Cac quydt
dinh ve phdn phdi tao su thuan tien cho khdch
hang uong viec tiep can va mua sdm hdng hda
Truyen thdng: Cac hoat dpng nhdra cung cdp thdng lin cho khach hang vd khuyen du hg mua hang Cdc boat dpng truyen thdng nhdm thda man nhu cau ve thdng tin dd khach hang chgn mua sdn pham ciia doanh nghiep
Cdc cdng cu ndy se tdc dpng den nhdn thuc, cdm nhdn, y dinh mua vd do dd la tdc ddng den hdnh vi cua khdch hang
Hinh I: Mo hinh nghien cuu Do ludng anh hudng cua cac cong cu marketing den thanh
phan cua Thai dp hinh thanh Hanh vi cua nguoi tieu dung
CACCONGCU MARKETING
(SAN PHAM, GIA, PHAN PHOI, TRUYEN THONG • XUC TIEN)
¥
NHAN
THU'C
CAM
NHAN
VI
Ngudn: Nhdm nghien ciiu xdy dung vd phdt triin (2012)
Cdc Ihanh phdn cdu true cua Thai dp hinh
thanh hanh vi bao gdm:
• Nhdn thitc (vl ddi lugng - d day la thyc
phdm cho tre em (TPTE) san xudt trong nudc):
La tap hgp cac thdng tin ve ddi tugng dugc
ngudi tidu dftng thu ihap, xu ly va luu trft trong
bp nhd; dugc hg sft dyng de ddnh gia vd mua
sdm san phdm dd
Cdm nhdn (ve ddi tugng): La nhimg
ddnh gia tdng qudt va sy tich ty cac xuc cdm,
hinh thanh dua fren nhiing hieu biet va tiep xiic
(tryc liep hodc gian tiep) cua cd nhan ddi vdi ddi tugng
Y dinh mua: Bieu thi khuynh hudng
hdnh dpng cua ca nhan ve ddi tugng Trong danh myc cdc sdn phara, nhan hieu, khdch hang
se cd y djnh mua sdn phara nao phu hgp nhat vdi hg
Ndu khdng cd nhiing yeu Id tinh hudng mua hoac cdc yeu td khdc cdn trd/kim ham thi
y dinh mua se Ird thanh hdnh vi mua thuc sy cua khdch hang
Trang 4Hdng Hoa - H ^ j H I i g
3 Phuffng p h a p nghien ciru
Qud trinh nghien cftu dugc thyc hien theo
hai giai doan, nghien cftu dinh ti'nh va nghien
cftu dinh lugng
Ddu tien, dya tren viec tim hieu tai lieu thft
cap va cac co sd ly thuyet, nhdm tien hanh
nghien cftu dinh tinh 0 giai doan ndy, vide ihu
thap thdng tin dugc tidn hanh thdng qua phdng
van sau 3 nhdm, radi nhdm cd tft 5 den 7 ngudi
la nhihig dng bd, bd rae cd con nhd (dudi 12
ludi) Ihoa mdn cdc didu kien nhat dinh Ndi
dung phdng vdn tap tmng vdo cac hoat ddng
marketing cua cac doanh nghiep md hg cho
rdng cd dnh hudng den y dinh mua thyc phdm
npi ddnh cho tre era Ket qua ciia giai doan nay
dd giup nhom nghien cftu phdt uien dugc bang
hdi phuc vy nghien cftu dinh lugng dugc thiet
ke vdi 21 bien do ludng anh hudng cua cac
cdng cy marketing Cac bien do ludng cdc
Ihdnh phan cfta thai do ddi vdi san pham ihyc
phdm Ire em san xual trong nudc bao gdm 5
bien do ludng nhdn thftc; 7 biln do ludng thai
dp; 5 bien do ludng y dinh Thang do ludng
dugc nhdm nghien cftu sft dung la thang Likert
vdi 7 bdc (lft 1-7, trong dd 1 - rdt phan ddi va 7
- rdl ddng y Ngoai ra, de kiem tra cheo cdc cau
tra ldi, nhdm cdn phat Iridn cdu hdi vdi thang
do dinh danh (norminal)
Sau khi tien hdnh phdng vdn thft, nhdm da
lap hgp kit qud va xft ly thdng tin Kit qua dd
giftp nhdm chinh sfta cac cdu hdi, tft ngft; ddng
ihdi loai bd, thay the hodc them cac biln do
ludng phu hgp hon Tft dd xdy dung bdng hdi
chinh thftc dua vdo nghien cftu dinh lugng
0 giai doan nghien cftu dinh lugng, qua trinh
thu thdp thdng tin dugc thyc hien thdng qua
dilu tra bdng bang hdi Mdu dilu tra dugc chgn
bdng phuang phap ngdu nhien gom 950 ngudi
la thdnh vien cua cdc hp gia dinh cd con nhd
(dudi 12 ludi) lai cdc khu vye Ha Ndi (350
ngudi), Da Ndng (250 ngudi), Thanh Phd Hd Chi Minh (350 ngudi) dai didn cho ba mien Bdc, Tmng, Nam Vide dilu fra dugc tiln hdnh tai cac dilm mua sdm thyc phdm ue em nhu chg, trung tam thuang mai, cac cfta hang bdch hda, cfta hdng chuydn doanh Kit qua dieu tra sau khi loai bd nhung philu khdng hop Id cdn lai cd 846 philu
Kdt qua thdng ke rad td cdc thdng tin ve raau nghien ciru vdi 846 phdn tu cho thdy, mau dieu tra cd CO cdu khd tuong dong vdi co cdu ddn sd Viet Nam^ Du lieu dugc ma hda, nhdp vd xft ly bdng phan mem SPSS phidn ban 22
4 Ket q u a nghien cihi
4,1 Dank gid ve cdc cong cu Marketing dugc dp dung dot v&i tkuc pham npi ddnh cho tri em "TPNDCTE"
Danh gia ve cac cdng cu marketing dang dugc cac doanh nghidp san xudt va kinh doanh thyc phdm tre em npi cung cdp, ngudi tidu dung Viet Nam dua ra nhdn dinh chi d mftc fren tnmg binh Yeu td nhan dugc danh gia tdt nhdt la sy hgp ly cfta gid ca sdn phdm cung chi dat mftc 5.32/7 Tilp sau la ylu td sdn cd, thuan tien raua dal mftc 5.13/7
Nhu vay, cac cdng cu Marketing ddi vdi TPNDCTE chua nhdn dugc ddnh gid cao cua ngudi lieu dftng Cac yeu td nhdn dugc ddnh gia tren Irung binh bao gdra; chdt lugng, uy tfn cua nhd sdn xuat, la hang Viet Nam duac
CO quan qudn ly Viet Nam kilm soat chdt lugng, thuang hieu, cdng thftc pha chl, thdng tin sdn phara, gid ca, khuyen mai va he thdng phdn phdi ban hdng Cac y l u td nhdn duoc
^Xem them trong bii viet "Anh huong cua cuoc vin do
"Nguoi Viet diing hing Viet" - Tinh hufing nma hi o thyc phim tre em" cua tic gii Pham Thi Huygn va h""
Viet "Mpt s6 ySu to tic dpng den y dinh mua thu'c nh'^' tre em sin xuit trong nudc cua ngir&i Viet Nam" •""
tic gia Nguyin Ngpc Quang '^"^
- NhOng vin di KINH Tt VA CHJNH TR! THt GIOI S6 10(234) 2015
Trang 5danh gia dudi Irung binh bao gdm: tinh vugt khuyen mai vd chdm sdc khach hdng, cdc hoai trpi cfta sdn phdra, bao gdi, cdc boat dpng dpng quang cao, PR
Bdng 1: Danh gid ve cac cdng cu marketing cu the ddi vdi TPNDCTE
STT Ten c4c cong cu Marketing c u t h j ^ ^ ^ h u l n '
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
Hang Viet Nam co ch^t lugng t6t
Hang Viet Nam dugc dam bao boi nha san xuit tai Viet Nam
Hang yi$t Nam dugc c a quan quan ly nha nuoc Vi$t Nam kiim
soat chat lugng
Toi tin cay vao uy tin cua nha san xukt
Toi c6 cam tinh voi thugng hieu va nha san xuat
Hang Viet Nam co cong thiic pha che phu hgp vgi thS trang va
khau vi cua ngu6i Viet Nam
Hang Viet Nam c6 thong tin sdn phSm rit ro rang
Hang Viet Nam co nhieu uu diem vugt troi (nhu cai thien chieu
cao, tri thong minh cua tre )
Hang Viet Nam co bao goi h i p d i n
Hang Vi6t Nam co gia ca hop ly
Hang Viet Nam co gia c^ it dong
Hang Viet Nam dugc khuyen mai nhieu
Hang Viet Nam san co, thuan tien mua
Co nhan vien ban hang giai thieu, chao mai hap din
Co the giam gia, tich diem hay cac khuyen mai tu lan mua truac
Hang Viet Nam co nhieu chuong trinh quang cao hay va hap d i n
Hang Viet Nam dugc cac phuang tien truyen thong dai chung gigi
thieu hay Idien ngai (dai, bao, TV )
Co nhieu chuong trinh cham soc khach hang (tin nhan, dien thoai,
thu dien tir, san pham man, qua sinh nhat )
Hang Viet Nam duac tre con trong gia dinh doi mua
Hang Viet Nam duac nhigu ban be, ngu6fi quen cua toi giai thieu
Hang DN Viet Nam c6 trach nhiem xa hgi day du (dong thue, lam
tir thien, phat trien cgng dong )
5,07 5,05
4,96 5,04 4,77
4,95 4,93
4,38 4,13 5,32 5,04 4,42 5,13 4,2 4,01 4,16
4,28
3,86 3,95 4,71
4,31
1,191 1,205
1,32 1,206 1,274
1,248 1,211
1,327 1,225 1,151 1,263 1,389 1,256 1,388 1,443 1,407
1,411
1,433 1,503 1,304
1,339
Ngudn: Ket qud dieu tra cita nhdm nghien cim, 2013
Ghi chli: Gia tri ciia cdc tri so tren cot the hien tri so trung binh chung ve mirc do dong tinh cim
nguai tra lai tren thang Lilcert 7 muc do Thang diim guy ddi cho gid tri trung binh chung la: 1-1,86: Rdt phdn ddi: 1,86-2,72: Phdn dSi: 2,72-3,58: phdn dSi; 3,58-4,44: Trung lap: 4,44-5,30: Hai dSngy: 5,30-6,16: Bongy: 6.16-7,00: Rdt ddngy
Trang 6Thuc hien lenh nit ggn cac cong cu marketing
ve cac thanh phan chinh cho ket qua nhu sau:
He so Cronbach's alpha toan thang do ly
do mua thuc pham ngi danh cho tre em bang 0,9
dam bao dat do tin cay
He s6 KMO=0,9; kiSm dinh Bartlet co
Sig=0.000 cho biSt cac biSn co tuong quan du
dJ phan tich PCA la phu hgp
Bang 2: Rut trich thanh phan chinh tir cac yeu
Tit ca cac he s6 biSn thien (communalities) dSu dat tren 0.5 cac he s6 tai nhan to (factor loading) Ion hon 0,522 Vi vay khong cln loai bo bi6n nao ra khoi phep phan tich PCA
• T6ng phuong sai trich dat 57,521% voi
4 nhan td rut trich, He so Eigenvalue la 1,176 dam bag viec nit trich la dat tieu chuan
He so tai cac y8u 16 vg cac nhan to tuong ling cu the nhu sau:
to c6ng cu marlteting cu the doi voi TPNDCTE
NhSn to 1 en yeu to
1 Sdn
phdm vd
Ihuang
hidu
2 Cac
hoat dpng
truyen
thdng
3 Gid cd
va phdn
phdi
4 Hoat
dpng PR
Nguon: h
Hdng Viet Nam dugc ddm bao bdi nha san xual tai
Viet Nam
Tdi tin cdv vao uy Ifn cua nha san xudt
Hang Viet Nam dugc co quan qudn ly nhd nudc
Viet Nam kiem soat chdt luong
Hang Viet Nara cd chat luong lot
Hang Viet Nam cd thdng tin sdn phdra rat ro rang
Hang Viet Nam cd nhieu uu diem vugt trpi (nhu cai
thien chieu cao, tri thdng minh ciia tre )
Hdng Viet Nam cd cdng Ihftc pha chd phii hgp vdi
the trang va khau vi cua ngudi Viel Nam
Tdi cd cam linh vdi thuang hieu vd nhd sdn xual
Co the giam gia, tfch diem hay cac khuyen mai tft
lan raua tmdc
Hang Viet Nara cd nhieu chuang trinh quang cdo
hay va hap ddn
Co nhan vien ban hang gidi thidu, chao mdi hdp dan
Cd nhieu chuang trinh chdm sdc khdch hang (tin
nhdn, dien thoai, thu dien tft, san phdm mdu, qua
sinh nhdt )
Hang Viel Nam duoc khuyen mai nhidu
Hang Viet Nam dugc cdc phuang lien truyen thdng
dai chung gidi thieu hay khen nggi (ddi, bao, TV )
Hang Viet Nam cd bao gdi hap ddn
Hang Viet Nam co gia ca hgp ly
_Hdng Viet Nam cd gid ca it dpng
Hdng Viet Nam sdn cd, thudn lien mua
Hang Viet Nam dugc nhieu ban be, ngudi quen cua
tdi gidi Ihieu
Hang Viet Nam dugc tre con trong gia dinh ddi raua
DN Viel Nara cd trach nhiem xa hpi ddy du (ddng
Ihue, lam tft thien, phdi trien cdng ddng )
'e? qua xir ly dU hiu tren SPSS22 ciia nhdm nghien cuu
He so tiii tren nhan to
0,763 0,743
0,74 0,691 0,682
0,661
0,627 0,599
• " " • • • " "
2013
0,774
0,74 0,734
0,701 0,677
0,617 0,522 0,794 0,717 0,608
0,822 0,603
0.574
Trang 7N h u vay, khi ihyc hidn phdn tich nhan Id
khara pha EFA da cho thdy hai cdng cu
raarkeling la gia ca va phdn phdi dugc Ihu ggn
ve mpt nhdn Id, trong khi hoai ddng Quan he
cdng chftng PR da dugc rftt trich ra thanh radl
nhdn td rieng khdng xdp cung vdi nhdm cdng
cy truyen thdng nhu Iheo ly thuylt Mpi luu y
khac nua la yeu td bao gdi theo ly thuylt dugc
xep d nhdm cdng cu sdn phdm (PI), nhung
ngudi tieu dung Viel Nam lai cd xu hudng
xem nd luang ly vdi cdc cdng cu Iruyen thdng Nhdm lac gia se thuc hien cac do ludng liep theo dya tren 4 nhdn Id vfta dugc rut trich nay, vdi cdch dat ten nhu the hien trong cpt "Nhdn td"
4.2 Nhan thuc cua NTD ve TPNDCTE
Nhdn thftc cfta NTD ve TPTE san xuat trong nudc dugc do ludng thdng qua 5 ydu td nhu dugc the hien trong bdng dudi day:
Bdng 3: Nhan thirc cua NTD Viet Nam doi vdi TPNDCTE
STT Ten cic m^nhde mo tanh^n thii-c vc TPNDCTE XBC ^huln"
1
2
3
4
5
Toi cho rang cac san ph^m Viet Nam co gia hgp ly hon cac
san pham ngoai nhSp
Khi mua cac san pham trong nuac 151 nhan dugc su b^o dkm
tir nha san xuat hgn cac s ^ pham nhSp ngoai
Toi de dang tim dugc cac thong tin cin thiet hon khi mua s ^
pham Viet Nam
San pham Viet Nam luon co sSn va c6 the mua bat ky liic n^o
hon la hang hoa ngogi nh|ip
Thuc pham tre em ngoai nhap c6 gia cao la do thul va phi
nhSp khau chii khong hin la do chat lugng cao hgn hang
Viet Nam
5,36
4,72
5,06
5,2
5,01
1,27
1,415
1,285
1,298
1,501
Ngudn: Kit qua diiu tra cua nhdm nghiin eitu, 2013
Nhu vay nhdn thftc cua NTD Viet Nam ve de phdn lich PCA Id phu hgp
TPNDCTE cung khdng dal mftc cao ma chi d
mftc tren trung binh
Thyc hien lenh rut ggn cdc yeu td md ta
nhan thftc v l TPNDCTE v l mpt thanh phdn
chinh Id "Nhdn thftc v l TPNDCTE" nhdn dugc
ket qua nhu sau:
Tat ca cac he sd bien thien (communalities) deu dat fren 0.5 cac he sd tdi nhan td (factor loading) ldn han 0,655 Vi vdy, khdng can loai bd bien nao ra khdi phep phdn Ifch PCA
• He sd Cronbach's alpha toan thang do
Nhan thftc ve TPNDCTE bdng 0,813 dam bao
dat dp tin cdy
He sd KMO=0,807; kilra dinh Barllel cd
Sig=0.000 cho bilt cac biln cd tuong quan du
Tdng phuang sai trich dat 57,970% vdi
1 nhan td rut trich duy nhat He sd Eigenvalue la 2,899 dam bdo viec rut trich Id dal lieu chuan
He sd tdi cac yeu td ve cdc nhdn td luong ftng cy the nhu sau:
Trang 8Bang 4: Riit trich thanh phan chlnh tir cac yeu to nhan thirc vSTPNDCTE
Nhan r , ; I HI so tai
,6 Tencacy^u,6 » * „ , ,
Nhan
thftc
ve
TPN
DCTE
Tdi de dang tun dugc cac thdng tin can thiet hcm khi mua sdn pham Vidl Nam
Khi mua cdc san pham frong nudc tdi nhan dugc sy bdo dam tu nhd san xudt
hon cac san pham nhap ngoai
San pham Viet Nam ludn cd san va cd the mua bat ky luc nao hon la hang
hda ngoai nhap
Tdi cho rang cac sdn pham Viet Nam cd gia hop ly hon cdc sdn pham ngoai nhdp
Thuc pham trd em ngoai nhap cd gia cao la do thud va phf nhap khau chu
khdng han la do chat lugng cao hcm hdng Viet Nam
0.835 0,808 0,755 0,743 0,655
Ngudn: Kit qua xit ly dir liiu trin SPSS22 cita nhom nghien ciru, 2013
4.3 Cam nhan cua NTD ve TPNDCTE
Cdm nhan cua NTD ve TPTE sdn xudt trong
nudc dugc do ludng thdng qua 7 ylu t l nhu
dugc the hidn Irong bang dudi day:
Nhu vay cdm nhan cua NTD Viet Nam v l
TPNDCTE ciing Ididng dat raftc cao ma chi d
mftc tren tmng binh Trong dd yeu Id "tdi vdn
mua hang Viet Nam ngay ca khi cd thdng lin
phd phdn nd" nhan gia tri 3,21 (quy ddi d mftc
"phdn ddi"), cho thay cdc ihdng lin hoac du ludn trai chieu cd anh hudng kha ldn den cdm nhan vd do dd Id hdnh vi mua san pham Ydu td
"Tdi sdn sang tra gia cho hang Viet Nam cao hon so vdi SP nhap ngoai chdt lugng tuong duong" cung chi nhdn gia tri 4,26 la raftc trung lap nghieng ve phdn ddi, cho thdy NTD khdng sdn sang lam vide nay
Bdng 5: Cam nhan cua NTD Viel Nam doi vdi TPNDCTE
^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ o n ^ n f i dl mS tanhSn thircvl TPNDCTE : M^
1
2
3
4
5
6
7
Toi hai long vgi quyit dinh sir dung hang Viet Nam da chon
Voi toi, chpn su dung hang Viet Nam la mot quyit dinh khon ngoan
Khi da hai long voi mot san phim Viet Nam, toi it khi chuyin sang
san pham khac, cho dii do la hang ngoai nhap
Toi sin sang tra gia cho hang Viet Nam cao hon so voi SP nhap
ngoai chat luong tuong duang
Toi van mua hang Viet Nam ngay ca khi co thong tin phe phan no
Neu toi khong tim thiy san phim Viet Nam thucmg mua tai cua
hang quen thi tgi se tim mua 6 ngi khac
Tgi luon trung thanh vgi hang Viet Nam
.i>iem kTBC,^
5,4 4,94 5,17 4,26 3,21
5 4,69
09 Ifch -i 1,208 1,274 1,347 1,525 1,597
^ J 6 6 _ _ i 3 7 _
Nguon: Kit qua dieu tra cua nhom nghien ciiu 2013
Trang 9Thye hien ldnh nit ggn cac yeu Id md Id cam
nhdn ve TPNDCTE v l rapt thanh phdn chinh id
"Cdm nhdn v l TPNDCTE", sau khi rut bd 2 yeu
td thi hien su tmng thanh tuyet ddi nhu Iren
day, nhdn dugc kit qua nhu sau:
He sd Cronbach's alpha loan thang do
Cam nhan ve thuc pham npi danh cho tre em
bdng 0,842 dam bao dat dp tin cdy
He sd KMO-0,815; kilm dinh Bartlet
cd Sig^O.OOO cho bidt cac bien cd luong quan
dft de phdn tich PCA la phu hgp
Tat ca cac he sd bien thien (communalities) deu dat tren 0,5; cac he sd tdi nhdn Id (factor loading) ldn hon 0,695 Vi vdy khdng can loai bd bien nao ra khdi phep phdn tich PCA
Tdng phuang sai trfeh dat 61,847% vdi
1 nhdn td rut trich duy nhdi, He sd Eigenvalue
la 3,092 dam bdo viec rut trich Id dat tidu chudn
He sd ldi cac ydu td vd cdc nhdn td lucmg irng cu the nhu sau:
Bdng 6: Rut trich thanh phan chinh t u cac yeu to cam nhan ve TPNDCTE
Nhan , A A H|sotai
,6 Tenc&yeuto „^5„ ,<
Cam
nhdn
ve
TPN
DCTE
Vdi tdi, chgn sft dyng hang Viet Nam la mpt quyet dinh khdn ngoan
Tdi ludn trung thdnh vdi hang Viet Nam
Tdi hai ldng vdi quyet dinh sft dung hdng Viel Nara da chgn
Khi da hai Idng vdi mpt san pham Viet Nam, tdi it khi chuyen sang SP
khac, cho du dd Id hang ngoai nhdp
Nlu tdi khdng tim thdy sdn phara Viet Nara thudng mua tai cfta hang quen
thi tdi se tim mua d noi khdc
0,849
0,813
0,808
0,758
0,696
Ngudn: kit qud xir ly dir lieu tren SPSS22 ciia
4.4 Y dink mua cua NTD doi v&i
TPNDCTE
Y dinh mua cfta ngudi tidu dung ddi vdi
TPTE san xudt trong nudc dugc do ludng
thdng qua 5 y l u Id nhu dugc the hien trong
bang dudi day:
Nhu vdy, y dinh mua cua NTD Viel Nam ve
TPNDCTE dat muc kha cao (hoi ddng y) nhung
khdng phai la dong y hoan toan - tuang duomg
vdi y dinh mua dugc khdng dinh chdc chan
nhdm nghien ciru, 2013
Thyc hien ldnh nit ggn cdc yeu Id md la y dinh mua ve TPNDCTE ve mpt thdnh phdn chinh la "Y dinh mua TPNDCTE", nhan dugc kel qua nhu sau:
He sd Cronbach's alpha todn thang do Y djnh raua thyc phdm ndi danh cho Ire era bdng 0,828 dara bao dal dp lin cay
He so KMO=0,821; kilm dinh Bartlet
cd Sig^O.OOO cho bilt cac bidn cd tuong quan dft d l phan tich PCA la phu hgp
Trang 10Bdng 7: Y dinh mua NTD Viet Nam doi vdi TPNDCTE
D i i m Do lech
Ten cac menh a l mo t a n h t o f h i r c v l T P N D C T E ^^^ ^ ^ ^ A ^
1
2
3
4
5
Toi chli dgng tim mua thuc phim Viet Nam cho tre em
Toi se mua thuc phim Viet Nam vao lin mua tiip theo
Toi CO t h i mua thuc phim Viet Nam cho tre em niu no sin co
a cua hang toi thudng mua
Niu toi cin thuc phim cho tre em, toi se thii mua thuc pham
cua Viet Nam
Toi chic chin se mua thuc phim Viet Nam cho con em minh
5,34 5,34
5,32
5,33 5,08
1,224 1,151
1,257
1,186 1,407
NguSn: Kit qud dieu tra ciia nhom nghiin ciru, 2013
Tdt ca cac he sd biln Ihidn mpt nhan to nit trich duy nhat He sd (communalities) diu dat Iren 0.5; cac he sd tai Eigenvalue la 2,996 dam bao viec rut trfeh la nhan Id (factor loading) ldn han 0,700 Vi vdy dat lieu chudn
khdng cdn loai bd biln nao ra khdi phep phan He sd tai cdc ydu Id ve cdc nhan td tfch PCA tuong ftng cy the nhu sau:
Tdng phuong sai trich dal 59,929% vdi
Bdng 8: Rut trich thanh phdn chinh tir cac yeu to y dinh mua TPNDCTE
Nhan _, \\A H e so tai
; , i Ten cac yeu to „ ; , „ , j
Y
dinh
mua
TPN
DCTE
c3.1 Tdi chu dpng tim mua thyc pham Viet Nam cho trd em
c3.2 Tdi se mua thyc phdm Viet Nam vao ldn mua tidp iheo
c3.3 Tdi cd the mua thuc phdm Viet Nam cho fre em ndu nd sdn c6 d cfta
hang tdi Ihudng mua
c3.4 Neu tdi can thyc phdm cho tre em, tdi se thft mua thyc phdra cua
Viet Nam
c3.5 Tdi chdc chdn se mua thyc phdm Viet Nam cho con em minh
0,805 0,86
0,725
0,7 0,771
Nguon: Kit qud xu ly dii lieu trin SPSS22 ciia nhdm nghien cicu, 2013
4.5 Phan lieh tuang quan vd hdi quy cdng cu marketing, cdn bien phy thupc ldn luot
Viec phan tfch tuang quan va hdi quy duac >^ "^dn thftc, cam nhan vd y dinh mua cua NTD thyc hien ldn lugt gifta tftng cap biln ddc lap vd ^iet Nam ve TPNDCTE Cdc phdn tich ISn lugt bien phu ihudc; trong dd, bien dpc lap la cdc