De an- Nghien Cuu Hanh Vi Nguoi Tieu Dung

n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars

D N NGHIN CU NHU CU V S THA MN CA SINH VIN I VI VN NH TR.Tng quan d n Gii thiu d n Phm vi nghin cu Nhm s tin hnh iu tra nghin cu trong mt b phn sinh vin ca trng i hc kinh t Nng v cht lng cng nh s tha mn ca h v nh tr hin nay, mu i din l 120 sinh vin. Thi gian nghin cu trong vng 8 tun k t tun 35 n tun 42 Khng gian : Thnh ph Nng Bi cnh doanh nghip-

L mt doanh nghip kinh doanh bt ng sn tin hnh u t xy dng rt nhiu d n khu chung c.

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Doanh nghip va thu hi vn u t t mt vi d n v ang tm kim thng tin s dng ngun vn ny mt cch hiu qu.

C s l thuyt 3.1 Hnh vi ngi tiu dng : a. nh ngha: Hnh vi ngi tiu dng phn nh tng th cc quyt nh ca ngi tiu dng i vi vic thu nhn, tiu dng, loi b hng ha, bao gm sn phm, dch v, hot ng v tng, bi cc n v ra quyt nh (con ngi) theo thi gian. Nhng nhn t nh hng n hnh vi ngi tiu dng : b. Nhng nhn t nh hng n hnh vi ngi tiu dng : b1. Nhn t tm l ct li : tin trnh din bin tm l ni ti ca ngi tiu dng ng c, kh nng, c hi( MAO) .

GVHD: Phm Th Lan Hng

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n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars Nhn thc (tip xc, ch v din gii) Phn loi thng tin (hiu) Ghi nh v nh li. Thit lp v thay i thi . Nhn bit vn v tm kim thng tin. nh gi v ra quyt nh. Thc hin cc nh gi sau quyt nh. Nhng nh hng ca vn ha vng, dn tc v tn gio. nh hng ca giai cp x hi. nh hng ca truyn thng x hi. nh hng ca tm l (gi tr, c tnh, li sng).

b2. Tin trnh ra quyt nh :

b3. Nhng nhn t bn ngoi :

1.2 Nhu cu :

Nhu cu l mt hin tng tm l ca con ngi; l i hi, mong mun, nguyn vng ca con ngi v vt cht v tinh thn tn ti v pht trin. Ty theo trnh nhn thc, mi trng sng, nhng c im tm sinh l, mi ngi c nhng nhu cu khc nhau. Nhu cu l cm gic thiu ht mt ci g m con ngi cm nhn c. Nhu cu l yu t thc y con ngi hot ng. Nhu cu cng cp bch th kh nng chi phi con ngi cng cao. V mt qun l, kim sot c nhu cu ng ngha vi vic c th kim sot c c nhn (trong trng hp ny, nhn thc c s chi phi nht nh: nhn thc cao s c kh nng kim ch s tho mn nhu cu). Nhu cu ca mt c nhn, a dng v v tn. V mt qun l, ngi qun l ch kim sot nhng nhu cu c lin quan n hiu qu lm vic ca c nhn. Vic tho


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n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars mn nhu cu no ca c nhn ng thi to ra mt nhu cu khc theo nh hng ca nh qun l, do ngi qun l lun c th iu khin c cc c nhn. Nhu cu l tnh cht ca c th sng, biu hin trng thi thiu ht ca chnh c th v do phn bit n vi mi trng sng. Nhu cu ti thiu hay cn gi l nhu yu c lp trnh qua qu trnh rt lu di tn ti, pht trin v tin ha. Nhu cu chi phi mnh m n i sng tm l ni chung, n hnh vi ca con ngi ni ring. Nhu cu c nhiu ngnh khoa hc quan tm nghin cu v s dng nhiu lnh vc khc nhau trong i sng, x hi. c trng ca nhu cu:

Khng n nh, bin i; Nng ng; Bin i theo quy lut; Khng bao gi tha mn cng mt lc mi nhu cu; Ham mun khng c gii hn.

Cc loi nhu cu :

Vt cht: nhu cu bm sinh (th, i, tnh dc), nhu cu thng thng (n, ung, khng kh, bi tit,...). Cm xc: tnh thng yu, tn thnh, knh trng, tha nhn... X hi: gio dc, tn gio, gii tr...

Mc nhu cu :1. Mc th nht - Lng mong mun; 2. Mc th hai - Tham; 3. Mc th ba - am m.


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n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars Biu hin nhu cu :

Hng th; c m; L tng.

1.3 S tha mn ( s hi lng )

S tha mn c nh ngha v o lng theo nhiu cch khc nhau qua thi gian. Trong khi nhng nghin cu sm nh ngha s tha mn gn lin vi mt giai on ca mt giao dch sn phm c th, cc nghin cu gn y nh ngha s tha mn l cc tri nghim chung ca ngi tiu dng theo thi gian c tnh tch lu, ging nh thi . Khi nim s tha mn c tnh tch lu c kh nng d bo tt hn cc hnh vi tip theo v s thc hin v kinh t. o lng s tha mn, thng thng nhng ngi tr li c yu cu chn mt im trn mt thang o tri di t mt im m n mt im dng. Cch tip cn ny l ph hp vi quan im chung trong nghin cu thi vi t cch l mt s nh gi c tnh tch lu v cc i tng theo thc o lng cc, thun li - khng thun li. Cng c cc nghin cu lin quan n cch tip cn a b phn v s tha mn, chng hn, s nh gi, cc cm xc tch cc, hoc tiu cc, phn ng mang tnh tm trng th ngh rng s tha mn l mt qu trnh ng, tch cc, cha ng cc kha cnh x hi, v n kt hp ngha v cc cm xc vo trong cc b phn c tnh tch hp. Nghin cu ny nh ngha s tha mn ca ngi tiu dng vi t cch l nh gi chung mang tnh c nhn ca ngi tiu dng v s tha mn v hi lng vi mt nhm sn phm cho, c th l c, v l mt khi nim mang tnh tch ly hn l lin quan n mt giao dch c th. Mt s nghin cu kim nh quan h gia s tha mn v trung thnh da vo nh hnh vi v gi thuyt quan h ny l dng nhng thay i gia cc sn phm. Tuy nhin, mt nghin cu ca Mittal v Kamakura (2001) tht bi trong vic chng minh mi quan h gia s tha mn v s trung thnh hnh vi mua hng lp li tn ti do s sai lch v phn ng. Tuy nhin, quan im chnh ng sau cc GVHD: Phm Th Lan Hng-4-

n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars nghin cu v s tha mn trung thnh l nhng ngi tiu dng c tha mn th trung thnh hn nhng ngi tiu dng khng c tha mn. Cc nghin cu v mi quan h gia s tha mn-s quan tm bo co rng nhng ngi tiu dng c s quan tm cao hn s c mc tha mn ln hn. S quan tm cng c th gi vai tr trung gian hon ton gia s tha mn v hnh vi theo cch thc tng t nh nh hnh vi v s kht vng trong cc l thuyt v hnh vi hng n mc ch, cng nh trung gian gia s tha mn v trung thnh. L do chn ti nghin cu Nh tr sinh vin lun l mt vn mun thu. Mi nm c hng trm ngn SVHS (a s SV t cc tnh) theo hc ti cc trng H, C v TCCN. Nhng nm gn y, nhiu trng lin tc tng ch tiu tuyn sinh, nhng chuyn xy dng k tc x li b b ng. Vn ch tr lun l ni bc xc, m nh ca hu ht SV i vi trng i hc kinh t i Hc Nng Kh nng p ng nhu cu ca k tc x ca Trng i hc kinh t ch p ng c 20% sinh vin h chnh quy trong khi hng nm trng tuyn khong 2.000 sinh vin h chnh quy v hn 2.500 sinh vin cc h khc. Hin c hn 15.000 sinh vin ang theo hc cc chuyn ngnh o to ti trng v cc trung tm gio dc thng xuyn, cc c s lin kt o to trong c nc (thng tin t trng i hc Kinh t_ i hc Nng). Vi lng sinh vin theo hc ti trng nh vy v kh nng p ng ca k tc x l hn ch th nhu cu v nh tr l mt nhu cu rt cp thit. ng trc nhu cu v nh tr rt ln , cng ty xy dng v pht trin nh Nam Hi Vn quyt nh u t xy dng khu chung c lin hp dnh cho sinh vin trng i hc Kinh t Nng. Tuy nhin, khi u t vo lnh vc ny th s hiu bit ca cng ty v mong mun ca sinh vin v nh tr l kh t. Mt khc, cng ty cng mun p ng ti a s tha mn cho sinh vin.


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n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars V th trc thc tin nhm Lucky Star quyt nh s nghin cu v nhu cu v s hi lng ca sinh vin v nh tr. Vi mong mun gp mt phn nh vo s hiu bit ca cng ty Nam Hi Vn v s tha mn ca sinh vin vi nh tr. Nhm thc hin d n Nhm Lucky Stars bao gm cc thnh vin V Th Diu Thanh L Th Qu Nguyn Th Hng Trnh Th Ngc L V Vn Chim Nguyn Quc Anh Hoch nh d n Bi cnh tin hnh nghin cu: Thnh ph Nng ang ni ln nh mt trung tm thng mi v dch v ca min Trung v ty Nguyn. Rt nhiu cng ty, x nghip, tp on trong v ngoi nc v ang u t kinh doanh ti y. Bn cnh ngy cng c nhiu trng i hc, cao ng v trung cp chuyn nghip c thnh lp.-

33k12 33k12 33k12 33k12 34k12 32k12

Theo nhp iu pht trin, t ai cho nh ngy cng thu hp trong khi s lng sinh vin v y ngy cng nhiu. Chnh v vy vic nghin cu tm hiu s tha mn trong b phn sinh vin v vn nh tr l rt cn thit.

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Nhu cu cuc sng tng cao nhp pht trin kinh t tng u, nhiu nh u t sn sng u t vo vic xy nh tr m bo nhng tin nghi cn thit cho sinh vin vi gi r v chp nhn c.


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n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars Vn nghin cu D n t ra nhm xc nh nhu cu v s hi lng ca sinh vin ti Nng v vn nh tr hin nay. Mc tiu cn t c -

Thng tin v i tng nghin cu: Gii tnh, tui, thu nhp Thng tin v kin ca sinh vin i vi cht lng v dch v nh tr hin nay: tnh trng nh tr hin ti tt hay xu, in nc

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Thng tin v mong mun ca sinh vin i vi cht lng nh tr trong tng lai.

Gi thuyt nghin cu Sau khi xem xt cc vn nghin cu, chng ti a ra cc mc tiu nghin cu. T pht trin ln cc gi thuyt sau:1. Gi thuyt 1: Chi tiu trung bnh hng thng ca sinh vin l 1,5 triu ng

2. Gi thuyt 2: Chi tiu trung bnh ca nam v n bng nhau trn tng th. 3. Gi thuyt 3: tui nh hng n mc hi lng v nh tr. 4. Gi thuyt 4: Chi tiu nh hng n mc hi lng v nh tr. 5. Gi thuyt 5: tui chn mc gi nh tr ging nhau trn tng th. 6. Gi thuyt 6: Nm hc nh hng n chi tiu. Phng thc tin hnh : Yu cu d liu : D liu th cp: thu thp t Internet + Tng s sinh vin theo hc ti Nng.


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n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars + c im ca cc dy tr. D liu s cp: Ngun thu thp ch yu v quan trng cho d n l sinh vin ti thnh ph Nng. + nh gi chung ca sinh vin v nh tr. + Nhu cu ca sinh vin v nh tr. + Nhu cu v nh tr trong tng lai. + Cc mc gi m sinh vin c th chp nhn c. + Mong mun ca sinh vin v nh tr ca mnh. Phng php thu thp d liu : Cc phng php thu thp d liu nh: phng vn, iu tra, quan st v th nghim. nh gi cc trng s nhm chng ti la chn phng php phng vn. Da vo chi ph, ngun lc v tnh d tip cn chng ti la chn phng php phng vn bng bn cu hi. Vi cng c thu thp l bn cu hi vi cc dnh cu hi ng , cu hi m..Bn cu hi c thit k theo yu cu ngn gn, lch s v d tr li. Cu trc bn cu hi: gm 3 phn chnh Phn m u: y l phn li ng, gm nhng phn gii thiu v nhn vin iu tra, v n v nghin cu, v mc ch ca cuc nghin cu, li ku gi gip . Phn ni dung: Phn cc cu hi c sp xp theo trnh t c logic: + Phn cu hi m u: Gm nhng cu hi c ni dung v c im nhn khu hc ca i tng c hi( tn, tui, gii tnh) + Phn cu hi phn ha: Gm cc cu hi v mc chi tiu hng thng, c s dng nh tr hay l k tc x...


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n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars + Phn cu hi khu gi s hi tng : Cc cu hi c ni dung v vic i tng nh tr cha, + Phn cu hi trng tm: Bao gm cc cu hi nhm thu thp s hi lng ca i tng i vi nh tr, yu t quyt nh n vic la chn nh tr, quan im ca h v nh tr, xu hng s dng nh tr ca h trong tng lai khi thu nhp tng + Phn cui: L li cm n, ch k ca ngi c phng vn. Vi mc ch nghin cu ch ra, nhm cn ch n hai bin ch yu, l : nhu cu v s tha mn. V thang o cho bin s s tha mn : s dng thang o th bc. V thang o cho bin s nhu cu : s dng thang o nh danh. Phng php chn mu : Xc nh phng php chn mu: La chn mu ngu nhin. + Xc nh quy m mu: L sinh vin ang hc tp ti TP Nng, trong s s c chn ra ngu nhin 120 ngi tr li bn cu hi. + Quy trnh chn mu: trnh s trng lp khi thu thp d liu, nhm chng ti s phn vng theo cc khu vc cho cc thnh vin trong nhm kt qu em li c chnh xc cao. Phng php phn tch: Da vo tnh d tip cn ca mn hc cng nh nhng kin thc hc mn Kinh t lng v c s h tr ca tin hc (phn mm SPSS) nn phng php phn tch c p dng l phng php phn tch mi lin h gia cc cp tiu thc bng phng php hi qui hay kim nh kh nng


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n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars Kt qu nghin cu M t mu: Trong nghin cu ny, vi s hn ch v thi gian, k nng nghin cu v cc yu t khc, nhm la chn phng php ly mu ngu nhin. Trong , cc phn t ca mu c la chn mt cch ngu nhin l nhng sinh vin ang hc tp ti trng i hc Kinh t Nng. Thng k m t.1. Thng k v s lng ngi s dng phng tr :

N

su dung Valid Missing

120 0

su dung Frequenc Valid co khong Total y 110 10 120 Percent 91.7 8.3 100.0 Valid Percent 91.7 8.3 100.0 Cumulative Percent 91.7 100.0

Trong 120 mu kho st c 110 ngi s dng nh tr, chim 91,7 %. y l mt con s kh ln, chng t rng phn ln cc sinh vin u c nhu cu s dng nh tr cho vic hc tp v sinh hot. y l mt th trng tim nng, l mt c hi ln cho cc doanh nghip nu mun tham gia vo vic kinh doanh nh tr.2. Chi tiu hng thng :


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n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars Statistics chi tieu N Valid Missing chi tieu

110 10 Frequenc Valid Percent 15.8 55.0 18.3 2.5 91.7 8.3 100.0 Percent 17.3 60.0 20.0 2.7 100.0 Cumulative Percent 17.3 77.3 97.3 100.0

Valid

duoi 1.000.000 tu 1.000.000 den 1.500.000 tu 1.500.000 den 2.000.000 tren 2.000.000 Total System Total

y 19 66 22 3 110 10 120

Missing

Theo mu d liu thu thp chi tiu di 1 triu chim 15,8 %; t 1 n 1,5 triu chim 55 %; t 1,5 n 2 triu 18,3% ; trn hai triu chim 2,5% . trong 110 ngi s dng nh tr 60% s ngi c chi tiu t 1 dn 2 triu. Theo cc doanh nghip nu mun kinh doanh vo lnh vc ny phi tnh ton xy dng nh tr vi gi ph hp vi mc chi tiu ny. y l i tng mc tiu m doanh nghip nn nhm n . 3. Mc gi c th chp nhn c i vi nhtr trong tng lai: Statistics muc gia N Valid Missing

110 10


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n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars muc gia Frequenc Valid duoi 200,000 200,000 den 250,000 250,000 den 300,000 tren 300,000 Total System Total y 22 39 28 21 110 10 120 Percent 18.3 32.5 23.3 17.5 91.7 8.3 100.0

Valid Percent 20.0 35.5 25.5 19.1 100.0

Cumulative Percent 20.0 55.5 80.9 100.0

Missing

Trong 110 ngi s dng nh tr th 35,5% ngi chp nhn chi tiu t 200 n 250 ngn ng cho nh tr mi thng, v vy mun u t vo kinh doanh nh tr cc doanh nghip phi tnh ton ngi thu tr c th chp nhn mc gi ny. Bn cnh vn c vn c 19,1% ngi chp nhn mc gi 300 ngn ng/thng. iu ny cng c li cho cc doanh nghip khai thc on th trng ny.

4. S ngi cng phng tr :


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Table 1 Nammay nam 2 nam 3 Count Count 7 9 0 0 0 0 0 0 0 0 14 29 0 0 0 0 0 0 0 0 4 8 0 0 0 0 0 0 0 0 0 6 Nm 3 9 29 8 6

so

mot

so nguoi

nguoi minh

2 nguoi

so nguoi

3 nguoi

so nguoi

tren 3 nguoi

so nguoi

mot minh 2 nguoi 3 nguoi tren 3 nguoi mot minh 2 nguoi 3 nguoi tren 3 nguoi mot minh 2 nguoi 3 nguoi tren 3 nguoi mot minh 2 nguoi 3 nguoi tren 3 nguoi

nam 1 Count 3 0 0 0 0 10 0 0 0 0 7 0 0 0 0 0

nam 4 Count 5 0 0 0 0 5 0 0 0 0 1 0 0 0 0 2 Nm 4 5 5 1 2

1 Ngi 2 Ngi 3 Ngi Trn 3 Ngi

Nm 1 3 10 7 0

Nm 2 7 14 4 0

Nhn thy phn ln sinh vin c nhu cu hai ngi vi nhau, vic trn ba ngi chim con s rt nh so vi tng s, doanh nghip nn cn nhc trong u t xy nh vi din tch ph hp.


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n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars Statistics so nguoi o cung N Valid Missing

110 10 so nguoi o cung Percent Valid Percent 79.2 86.4 12.5 13.6 91.7 100.0 8.3 100.0

Valid 1 den 4 4 den 8 Total Missing System Total

Frequency 95 15 110 10 120

Cumulative Percent 86.4 100.0

trn ta thy hin ti sinh vin a s l hai ngi v th mong mun ca cc sinh vin trong tng lai l phng c t 1 dn 4 ngi. iu ny khi xy dng nh tr, cc doanh nghip cn ch n vic xy dng phng c din tch v trang b cc tin nghi cho ph hp vi s lng ngi trong mt phng.5. Nhu cu thay i phng tr trong tng lai :

Statistics nhu cau tuong lai N Valid 110 Missing 10 nhu cau tuong lai Frequenc Valid co khong Total Missing System Total Valid y 75 35 110 10 120 Percent 62.5 29.2 91.7 8.3 100.0 Percent 68.2 31.8 100.0

Cumulative Percent 68.2 100.0


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n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars Trong s nhng sinh vin s dng nh tr c 68,2% sinh vin c nhu cu tm nh tr trong tng lai, iu ny th hin mt lng cu trong tng lai l rt ln, s thay i thng xuyn ny l mt c hi cho cc doanh nghip mi gia nhp ngnh.6. S hi lng ca sinh vin i vi nh tr hin ti :

Statistics gia ca dien N dien tich Valid 110 Missing 10 nuoc 110 10 gia ca nha tro 110 10 tien nghi 110 10 ve sinh chung 110 10

dien tich Frequenc y Valid rat khong hai long khong hai long binh thuong hai long rat hai long Total Missing System Total 3 20 39 30 18 110 10 120 Percent 2.5 16.7 32.5 25.0 15.0 91.7 8.3 100.0 Valid Percent 2.7 18.2 35.5 27.3 16.4 100.0 Cumulative Percent 2.7 20.9 56.4 83.6 100.0


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n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars gia ca dien nuoc Valid Valid rat khong hai long khong hai long binh thuong hai long rat hai long Total System Total Frequency Percent 9 7.5 41 34.2 35 29.2 19 15.8 6 5.0 110 91.7 10 8.3 120 100.0 Percent 8.2 37.3 31.8 17.3 5.5 100.0 Cumulative Percent 8.2 45.5 77.3 94.5 100.0

Missing

gia ca nha tro Cumulative Frequency Valid rat khong hai long khong hai long binh thuong hai long rat hai long Total Missing System Total 3 26 47 29 5 110 10 120 Percent 2.5 21.7 39.2 24.2 4.2 91.7 8.3 100.0 Valid Percent 2.7 23.6 42.7 26.4 4.5 100.0 Percent 2.7 26.4 69.1 95.5 100.0


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n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars tien nghi Valid rat khong hai long khong hai long binh thuong hai long rat hai long Total Missing System Total ve sinh chung Frequenc y Valid rat khong hai long khong hai long binh thuong hai long rat hai long Total Missing System Total Bng nh gi chung: Khng hi lng(%) 20.9 45.5 26.4 35.5 17.3 Bnh thng(%) 35.5 31.8 42.7 40.9 41.8 Hi lng(%) 43.6 22.5 30.9 23.6 40.9 5 14 46 30 15 110 10 120 Percent 4.2 11.7 38.3 25.0 12.5 91.7 8.3 100.0 Valid Percent 4.5 12.7 41.8 27.3 13.6 100.0 Cumulative Percent 4.5 17.3 59.1 86.4 100.0 Valid Frequency 11 28 45 23 3 110 10 120 Percent 9.2 23.3 37.5 19.2 2.5 91.7 8.3 100.0 Percent 10.0 25.5 40.9 20.9 2.7 100.0 Cumulative Percent 10.0 35.5 76.4 97.3 100.0

Din tch Gi c in nc Gi c phng tr Tin nghi V sinh chung


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n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars i vi din tch phng tr a s sinh vin hi lng, tuy nhin 20.9% sinh vin khng hi lng cng l con s kh ln, y c th xem nh l k h ca th trng doanh nghip c th thm nhp, xy dng nh tr cho ph hp vi din tch mong mun ca sinh vin. i vi gi c in nc, hu ht cc sinh vin u khng hi lng, con s ny chim n 45,5% . iu ny cho thy khi doanh nghip mun thm nhp vo th trng c th nh vo yu t ny, ngi ta c th chp nhn b khon tin kh ln chi cho vic thu tr hng thng, nhng vi chi ph bin i li l mt chi ph khc, do doanh nghip cn ch trng u t v a ra mc gi hp l ng thi tha mn cho c nhu cu ca doanh nghip cng nh khch hng 40.9 % cm thy bnh thng vi tin nghi phng tr, tuy nhin 35,5% khng hi lng, cho thy cha c s u t nhiu i vi tin nghi phng tr ca cc ch cho thu tr.7. Yu t quan tm ca sinh vin khi thu phng tr :

Statisticsan toan N Valid Missing 110 10 gia ca 110 10 noi quy dien nuoc cong trinh ve sinh thuan tien su yen tinh 110 10 110 10 109 11 110 10 110 10 khac 110 10


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n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars an toan Valid Frequency Valid thu 1 45 thu 2 25 thu 3 10 thu 4 17 thu 5 8 thu 6 1 thu 7 2 thu 8 2 Total 110 Missing System 10 Total 120 gia ca Valid Frequency Valid thu1 29 thu 2 27 thu 3 13 thu 4 20 thu 5 8 thu 6 7 thu 7 6 Total 110 Missing System 10 Total 120 Percent 24.2 22.5 10.8 16.7 6.7 5.8 5.0 91.7 8.3 100.0 Percent 26.4 24.5 11.8 18.2 7.3 6.4 5.5 100.0 Cumulative Percent 26.4 50.9 62.7 80.9 88.2 94.5 100.0 Percent 37.5 20.8 8.3 14.2 6.7 .8 1.7 1.7 91.7 8.3 100.0 Percent 40.9 22.7 9.1 15.5 7.3 .9 1.8 1.8 100.0 Cumulative Percent 40.9 63.6 72.7 88.2 95.5 96.4 98.2 100.0


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n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars noi quy Valid Frequency Valid thu 1 5 thu 2 6 thu 3 8 thu 4 14 thu 5 18 thu 6 20 thu 7 35 thu 8 4 Total 110 Missing System 10 Total 120 dien nuoc Valid Frequency Valid thu 1 4 thu 2 14 thu3 30 thu 4 14 thu 5 26 thu 6 15 thu 7 6 thu 8 1 Total 110 Missing System 10 Total 120 Percent 3.3 11.7 25.0 11.7 21.7 12.5 5.0 .8 91.7 8.3 100.0 Percent 3.6 12.7 27.3 12.7 23.6 13.6 5.5 .9 100.0 Cumulative Percent 3.6 16.4 43.6 56.4 80.0 93.6 99.1 100.0 Percent 4.2 5.0 6.7 11.7 15.0 16.7 29.2 3.3 91.7 8.3 100.0 Percent 4.5 5.5 7.3 12.7 16.4 18.2 31.8 3.6 100.0 Cumulative Percent 4.5 10.0 17.3 30.0 46.4 64.5 96.4 100.0


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n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars cong trinh ve sinh Valid Frequency Valid thu 1 6 thu 2 12 thu 3 12 thu 4 16 thu 5 21 thu 6 21 thu 7 20 thu 8 1 Total 109 Missing System 11 Total 120 thuan tien Frequenc y Valid thu 1 5 thu 2 15 thu 3 18 thu 4 16 thu 5 19 thu 6 24 thu 7 11 thu 8 2 Total 110 Missing System 10 Total 120 Percent 4.2 12.5 15.0 13.3 15.8 20.0 9.2 1.7 91.7 8.3 100.0 Valid Percent 4.5 13.6 16.4 14.5 17.3 21.8 10.0 1.8 100.0 Cumulative Percent 4.5 18.2 34.5 49.1 66.4 88.2 98.2 100.0 Percent 5.0 10.0 10.0 13.3 17.5 17.5 16.7 .8 90.8 9.2 100.0 Percent 5.5 11.0 11.0 14.7 19.3 19.3 18.3 .9 100.0 Cumulative Percent 5.5 16.5 27.5 42.2 61.5 80.7 99.1 100.0


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n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars Su yen tinh Valid Frequency Valid thu 1 14 thu 2 8 thu 3 16 thu 4 12 thu 5 11 thu 6 18 thu 7 27 thu 8 4 Total 110 Missing System 11 Total 120 Percent 11.7 6.7 13.3 10.0 9.2 15.0 22.5 3.3 91.7 9.2 100.0 Percent 12.7 7.3 14.5 10.9 10.0 16.4 24.5 3.6 100.0 Cumulative Percent 12.7 20.0 34.5 45.5 55.5 71.8 96.4 100.0

khac Valid Frequency Valid thu 1 1 thu 2 3 thu 3 1 thu 4 4 thu 5 4 thu 6 97 thu 7 110 thu 8 10 Total 120 Missing System 11 Total 120 u tin 1(%) Percent .8 2.5 .8 3.3 3.3 80.8 91.7 8.3 100.0 9.2 100.0 3(%) Percent .9 2.7 .9 3.6 3.6 88.2 100.0 Cumulative Percent .9 3.6 4.5 8.2 11.8 100.0

2(%)

4(%)

5(%)

6(%)

7(%)

8(%)


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n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars An ton Gi c Ni quy in nc V sinh Thun tin Yn tnh Khc 40.9 26.4 4.5 3.6 5.5 4.5 12.7 0.9 22.7 24.5 5.5 12.7 11 13.6 7.3 0 9.1 11.8 7.3 27.3 11 16.4 14.5 2.7 15.5 18.2 12.7 12.7 14.7 14.5 10.9 0 7.3 7.3 16.4 23.6 19.3 17.3 10 0.9 0.9 6.4 18.2 13.6 19.3 21.8 16.4 3.6 1.8 5.5 31.8 5.5 18.3 10 24.5 3.6 1.8 0 3.6 0.9 0.9 1.8 3.6 88.2

An ton v gi c c sinh vin xem l tiu ch quan trng hn ht, an ton c 40.9 % sinh vin nh gi l yu t quan trng nht, gi c c 26,4 % sinh vin nh gi l tiu ch quan trng nht. Cc yu t in nc, v sinh v s thun tin th a s l bnh thng v c sp xp vo cc v tr th 5, 6 vi % tng ng l: 23.6%, 19.3% v 21.8% Ni quy phng tr v yn tnh th t c sinh vin chn lm tiu ch quan tm khi tm phng tr v c n 31.8% sinh vin c phng vn xp ni quy v 24.5% xp yn tnh vo u tin th 7. C 88.2% sinh vin xp yu t khc vo v tr u tin th 8 cho nn c th thy cc yu t nu trn l nhng tiu ch c sinh vin quan tm khi la chn phng tr.8. a im quan tm khi thu tr :

Statistics cho, sieu thi,trung N Valid Missing tam thuong mai 110 10 truong hoc 110 10 cong vien 110 10 khac 110 10


-23-

n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars cho, sieu thi,trung tam thuong mai Frequenc thu 1 thu 2 thu 3 thu 4 Total Missing System Total truong hoc Frequenc thu 1 thu 2 thu 3 thu 4 Total Missing System Total cong vien Frequenc thu 1 thu 2 thu 3 thu 4 Total Missing System Total Valid y 4 10 82 14 110 10 120 Percent 3.3 8.3 68.3 11.7 91.7 8.3 100.0 Valid Percent 3.6 9.1 74.5 12.7 100.0 Cumulative Percent 3.6 12.7 87.3 100.0 Valid y 75 27 4 4 110 10 120 Percent 62.5 22.5 3.3 3.3 91.7 8.3 100.0 Valid Percent 68.2 24.5 3.6 3.6 100.0 Cumulative Percent 68.2 92.7 96.4 100.0 Valid y 25 67 14 4 110 10 120 Percent 20.8 55.8 11.7 3.3 91.7 8.3 100.0

Valid Percent 22.7 60.9 12.7 3.6 100.0

Cumulative Percent 22.7 83.6 96.4 100.0


-24-

n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars khac Frequenc thu 1 thu 2 thu 3 thu 4 Total Missing System Total Valid y 5 5 11 89 110 10 120 Percent 4.2 4.2 9.2 74.2 91.7 8.3 100.0 Valid Percent 4.5 4.5 10.0 80.9 100.0 Cumulative Percent 4.5 9.1 19.1 100.0

Ch, siu th, 1(%) 2(%) 3(%) 4(%) TTTM 22.7 60.9 12.7 3.6

Trng hc 68.2 24.5 3.6 3.6

Cng vin 3.6 9.1 74.5 12.7

Khc 4.5 4.5 10.0 80.9

Trng hc l a im c u tin nht vi 68.2%, tip n l ch, siu th, TTTM vi 60.9%, cng vin c xp th 3 vi 74.5% v cc yu t khc l 80.9% vi v tr th 4.

9. Yu t k vng trong tng lai :

Statistics an toan N gia re hon Valid 110 Missing 10 hon 110 10 thuan tien hon 110 10 thoang mat 110 10 yen tinh 110 10 khac 110 10


-25-

n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars Gia re hon Frequenc y 2 tam khong quan tam 9 binh thuong 20 quan tam 47 rat quan tam 32 Total 110 Missing System 10 Total 120 An toan hon Frequenc y Valid khong quan tam binh thuong quan tam rat quan tam Total Missing System Total 4 8 12 47 39 110 120 Percent 3.3 6.7 10.0 39.2 32.5 91.7 10 120 Valid Percent 3.6 7.3 10.9 42.7 35.5 100.0 8.3 100.0 Cumulative Percent 3.6 10.9 21.8 64.5 100.0 Valid rat khong quan Percent 1.7 7.5 16.7 39.2 26.7 91.7 8.3 120 Valid Percent 1.8 8.2 18.2 42.7 29.1 100.0 100.0 Cumulative Percent 1.8 10.0 28.2 70.9 100.0


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n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars thuan tien hon Frequenc y 3 tam khong quan tam 4 binh thuong 17 quan tam 57 rat quan tam 29 Total 110 Missing System 10 Total 120 Valid rat khong quan Percent 2.5 3.3 14.2 47.5 24.2 91.7 8.3 100.0 Valid Percent 2.7 3.6 15.5 51.8 26.4 100.0 Cumulative Percent 2.7 6.4 21.8 73.6 100.0

thoang mat Frequenc y Valid khong quan tam binh thuong quan tam rat quan tam Total Missing System Total 5 14 48 43 110 10 120 Percent 4.2 11.7 40.0 35.8 91.7 8.3 100.0 Valid Percent 4.5 12.7 43.6 39.1 100.0 Cumulative Percent 4.5 17.3 60.9 100.0


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n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars yen tinh Frequenc y Valid rat khong quan tam khong quan tam binh thuong quan tam rat quan tam Total Missing System Total 6 6 14 43 41 110 10 120 Percent 5.0 5.0 11.7 35.8 34.2 91.7 8.3 100.0 Valid Percent 5.5 5.5 12.7 39.1 37.3 100.0 Cumulative Percent 5.5 10.9 23.6 62.7 100.0

khac Frequenc y Valid rat khong quan tam khong quan tam binh thuong quan tam rat quan tam Total Missing System Total Gi r(%) Rt khng quan tm Khng quan tm 1.8 8.2 51 6 13 21 19 110 10 120 An ton(%) 3.6 7.3 Percent 42.5 5.0 10.8 17.5 15.8 91.7 8.3 100.0 Thun tin(%) 2.7 3.6 Valid Percent 46.4 5.5 11.8 19.1 17.3 100.0 Cumulative Percent 46.4 51.8 63.6 82.7 100.0

Thong mt(%) 0 4.5

Yn tnh(%) 5.5 5.5

Khc (%) 46.4 5.5


-28-

n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars Bnh thng Quan tm Rt quan tm 18.2 42.7 29.1 10.9 42.7 35.5 15.5 51.8 26.4 12.7 43.6 39.1 12.7 39.1 37.3 11.8 19.1 17.3

Tt c cc yu t u c sinh vin quan tm vi mt t l tng i ngang nhau. iu ny chng t y l cc yu t m doanh nghip cn ch trng khi thit k xy dng nh tr gi r cho sinh vin. V hin nay cc yu t ny khng c tha mn, khng p ng nhu cu ca sinh vin. (Nh c phn tch cu 10) Kim nh gi thuyt 1. Chi tiu trung bnh hng thng : Gi thit H0 : = 0 = 1,5 triu i thit H1: 0 = 1,5 triu

One-Sample Statistics chi tieu N 110 Mean 2.08 Std. Deviation .692 Std. Error Mean .066

One-Sample Test Test Value = 1.500 95% Confidence Interval Sig. (2t chi tieu 8.812 df 109 tailed) .000 Mean Difference .582 of the Difference Lower Upper .45 .71

t = 8,812 , v p-value = 0,000 < 0,05 nn ta bc b H0 chp nhn H1 c ngha l chi tiu hng thng khc 1.500.000 . 2. S ph thuc ca gii tnh v chi tiu:


-29-

n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars H0 : chi tiu trung bnh ca nam v n bng nhau trn tng th. H1: chi tiu trung bnh ca nam v n khng bng nhau trn tng th. Group Statistics gioi chi tieu tinh nam nu N 39 71 Std. Mean Deviation 2.38 .747 1.92 .603 Std. Error Mean .120 .072

Independent Samples Test Levene's Test for Equality of Variances t-test for Equality of Means 95% Std. Mean F chi tieu Equal variance s assumed Equal variance s not assumed 3.363 65.524 .001 .469 .139 .191 .748 6.490 .012 3.578 108 .001 .469 .131 .209 .729 Sig. t df tailed) ce Error Sig. (2- Differen Differ Confidence Interval of the Difference

ence Lower Upper


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n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars Ta thy rng t= 3,363 v p-value = 0,01 < 0,05 nn ta c th bc b H 0 v chp nhn H1. C ngha l chi tiu trung bnh ca ngi Nam v ngi N khng bng nhau trn tng th. 3. tui c nh hng n mc hi lng hay khng ? 3.1 tui nh hng n mc hi lng v v sinh chung hay khng ? H0 : tui nh hng n mc hi lng v v sinh chung. H1 : tui khng nh hng n mc hi lng v v sinh chung. do tuoi * ve sinh chung Crosstab rat khong do tuoi 18 den 20 21 den 24 tren 24 Count % of Total Count % of Total Count % of Total Count % of Total hai long 1 .9% 4 3.6% 0 .0% 5 4.5% ve sinh chung khong hai binh long 8 7.3% 6 5.5% 0 .0% 14 12.7% thuong hai long 18 8 16.4% 27 24.5% 1 .9% 46 41.8% 7.3% 21 19.1% 1 .9% 30 27.3% rat hai long 5 4.5% 10 9.1% 0 .0% 15 13.6% Total 40 36.4% 68 61.8% 2 1.8% 110 100.0%

Total


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n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars Chi-Square Tests Asymp. Sig. Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 5.506a 6.012 df 8 8 (2-sided) .702 .646

.994 1 .319 Association N of Valid Cases 110 a. 7 cells (46.7%) have expected count less than 5. The minimum expected count is .09. Symmetric Measures Approx. Nominal by Phi Cramer's V Value .224 .158 110 Sig. .702 .702

Nominal N of Valid Cases

Ta thy Chi bnh phng = 5,506 v p-value = 0,702 > 0,05 nn cha c s chp nhn H0 hay bc b H1. Vy tui khng nh hng n mc hi lng v v sinh chung. I.2 tui nh hng n mc hi lng v tin nghi hay khng ? H0 : tui nh hng n mc hi lng v tin nghi . H1 : tui khng nh hng n mc hi lng v tin nghi.

do tuoi * tien nghi


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n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars Crosstab rat khong do 18 20 21 den 24 tren 24 Total Count % of Total Count % of Total Count % of Total Count % of Total hai long 4 3.6% 6 5.5% 1 .9% 11 10.0% tien nghi khong hai binh long 14 12.7% 14 12.7% 0 .0% 28 25.5% thuong hai long 13 6 11.8% 31 28.2% 1 .9% 45 40.9% 5.5% 17 15.5% 0 .0% 23 20.9% rat hai long 3 2.7% 0 .0% 0 .0% 3 2.7% Total 40 36.4% 68 61.8% 2 1.8% 110 100.0%

tuoi den

Chi-Square Tests Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 13.844a 13.985 df 8 8 Asymp. Sig. (2-sided) .086 .082

.020 1 .887 Association N of Valid Cases 110 a. 8 cells (53.3%) have expected count less than 5. The minimum expected count is .05.

Symmetric Measures Approx. Nominal by Phi Cramer's V Value .355 .251 110-33-

Sig. .086 .086




Ta thy Chi bnh phng = 13,844 v p-value = 0,86 > 0,05 nn cha c s chp nhn H0 hay bc b H1. Vy tui khng nh hng n mc hi lng v tin nghi.I.3 tui nh hng n mc hi lng v gi c in nc hay

khng ? H0 : tui nh hng n mc hi lng v gi c in nc. H1 : tui khng nh hng n mc hi lng v gi c in nc. do tuoi * gia ca dien nuoc Crosstab rat khong do tuoi 18 den 20 21 den 24 tren 24 Count % of Total Count % of Total Count % of Total Count % of Total hai long 3 2.7% 6 5.5% 0 .0% 9 8.2% gia ca dien nuoc khong hai binh long 15 13.6% 24 21.8% 2 1.8% 41 37.3% thuong 15 13.6% 20 18.2% 0 .0% 35 31.8% hai long 5 4.5% 14 12.7% 0 .0% 19 17.3% rat hai long 2 1.8% 4 3.6% 0 .0% 6 5.5% Total 40 36.4% 68 61.8% 2 1.8% 110 100.0%

Total


-34-


.004 1 .952 Association N of Valid Cases 110 a. 8 cells (53.3%) have expected count less than 5. The minimum expected count is .11. Symmetric Measures Approx. Nominal by Phi Cramer's V Value .214 Sig. .755

.151 .755 Nominal N of Valid Cases 110 Ta thy Chi bnh phng = 5,023 v p-value = 0,755 > 0,05 nn cha c s chp nhn H0 hay bc b H1. Vy tui khng nh hng n mc hi lng gi c in nc. I.4 tui nh hng n mc hi lng v gi c nh tr hay khng ? H0 : tui nh hng n mc hi lng v gi c nh tr. H1 : tui khng nh hng n mc hi lng v gi c nh tr.

do tuoi * gia ca nha tro


-35-

n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars Crosstab rat khong do tuoi 18 den 20 21 den 24 tren 24 Count % of Total Count % of Total Count % of Total Count % of Total hai long 2 1.8% 1 .9% 0 .0% 3 2.7% gia ca nha tro khong hai binh long 11 10.0% 14 12.7% 1 .9% 26 23.6% thuong 18 16.4% 29 26.4% 0 .0% 47 42.7% hai long 7 6.4% 21 19.1% 1 .9% 29 26.4% rat hai long 2 1.8% 3 2.7% 0 .0% 5 4.5% Total 40 36.4% 68 61.8% 2 1.8% 110 100.0%

Total

Chi-Square Tests Asymp. Sig. Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases Value 5.471a 6.299 1.797 110 df 8 8 1 (2-sided) .706 .614 .180


-36-

n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars Symmetric Measures Nominal by Phi Cramer's V Value .223 Approx. Sig. .706

.158 .706 Nominal N of Valid Cases 110 Ta thy Chi bnh phng = 5,471 v p-value = 0,706 > 0,05 nn cha c s chp nhn H0 hay bc b H1. Vy tui khng nh hng n mc hi lng gi c nh tr. I.5 tui nh hng n mc hi lng v din tch nh tr hay khng ? H0 : tui nh hng n mc hi lng v din tch nh tr. H1 : tui khng nh hng n mc hi lng v din tch nh tr.

do tuoi * dien tich Crosstab rat khong do tuoi 18 den 20 21 den 24 tren 24 Total Count % of Total Count % of Total Count % of Total Count % of Total hai long 3 2.7% 0 .0% 0 .0% 3 2.7% dien tich khong binh hai long thuong 13 10 11.8% 7 6.4% 0 .0% 20 18.2% 9.1% 27 hai long 10 9.1% 20 rat hai long 4 3.6% 14 Total 40 36.4% 68

24.5% 18.2% 12.7% 61.8% 2 0 0 2 1.8% .0% .0% 1.8% 39 30 18 110 35.5% 27.3% 16.4% 100.0%


-37-


6.939 1 .008 Association N of Valid Cases 110 a. 7 cells (46.7%) have expected count less than 5. The minimum expected count is .05.

Symmetric Measures Approx. Nominal by Phi Cramer's V Value .418 .295 110 Sig. .014 .014


Ta thy Chi bnh phng = 19,175 v p-value = 0,14 > 0,05 nn cha c s chp nhn H0 hay bc b H1. Vy tui khng nh hng n mc hi lng din tch nh tr.

4. Chi tiu c nh hng n mc hi lng hay khng? 4.1 Chi tiu nh hng n mc hi lng v din tch hay khng? Ho : chi tiu trung bnh nh hng n mc hi lng v din tch. H1 : chi tiu trung bnh khng nh hng n mc hi lng v din tch .


-38-

n nghin cu hnh vi ngi tiu dng Nhm Lucky Stars Paired Samples Statistics Std. Mean Pair 1 chi tieu 2.08 dien tich 3.36 N 110 110 Deviation .692 1.047 Std. Error Mean .066 .100

Paired Samples Test Paired Differences 95% Confidence Std. Std. Interval of the Deviatio Mean Pair 1 chi tieu dien tich -1.282 n 1.182 Error Mean .113 Difference Lower Upper -1.505 t df

Sig. (2tailed) .000

-1.058 -11.375 109

V gi tr t= -11,375 v p-valuve = 0,000

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