TRNG I HC CN TH KHOA KINH T - QUN TR KINH DOANH

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LUN VN TT NGHIP

PHN TCH CC NHN T NH HNG N HNH VI TIU DNG THC PHM NG HP XUT X T TRUNG QUC

Gio vin hng dn: L TH DIU HIN

Sinh vin thc hin: LU B T Lp : KT0922L1 MSSV: LT09172

Cn Th - 2011

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LI CM T

Li u tin em xin chn thnh cm n cc thy c khoa kinh t trng i hc Cn Th nhit tnh ch dy cng nh cung cp kin thc cho em trong sut qu trnh hc tp trong nhng nm qua lm hnh trang bc vo i khi ri khi mi trng thn thng . c bit em xin chn thnh cm n c L Th Diu Hin nhit tnh gip em vt qua nhng kh khn trong sut qu trnh thc hin ti tt nghip ca mnh. Em rt mong s thng cm v gp ca thy c cho ti tt nghip ca em, v kin thc v kinh nghim cn nhiu hn ch nn ti khng trnh khi nhng sai st v khuyt im. Cui cng em xin chc thy c Khoa Kinh t - Qun tr kinh doanh nhiu sc khe v thnh cng trong cng vic. Em xin chn thnh cm n!

Sinh vin thc hin

Lu B t

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LI CAM OAN

Em xin cam oan rng ti ny do chnh em thc hin, cc s liu thu thp v kt qu phn tch trong ti l hon ton trung thc, ti khng trng vi bt k ti nghin cu khoa hc no.

Ngy

thng

nm 2011

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BN NHN XT LUN VN TT NGHIP I HC H v tn ngi hng dn: L Th Diu Hin Chuyn ngnh: B mn Qun tr kinh doanh C quan cng tc: trng i hc Cn Th Tn sinh vin: Lu B t M s sinh vin: LT09172 Chuyn ngnh: Qun tr kinh doanh tng hp Tn ti: Phn tch cc nhn t nh hng n hnh vi tiu dng thc phm ng hp xut x t Trung Quc

NI DUNG NHN XT1. Tnh ph hp ca ti vi chuyn ngnh o to: ...... .................................................................................................................................. 2. V hnh thc: .................................................................................................................................. .................................................................................................................................. 3. ngha khoa hc, thc tin v tnh cp thit ca ti: .................................................................................................................................. .................................................................................................................................. 4. tin cy ca s liu v tnh hin i ca lun vn: .................................................................................................................................. .................................................................................................................................. 5. Ni dung v cc kt qu t c(theo mc tiu nghin cu,...) .................................................................................................................................. .................................................................................................................................. 6. Cc nhn xt khc: .................................................................................................... ............................ 7. Kt lun: .................................................................................................................... ............

Cn Th, ngy ..thng.. nm 2011 Ngi nhn xt

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MC LCCHNG 1 PHN GII THIU 1.1 T VN NGHIN CU....................................................................1 1.2 MC TIU NGHIN CU ........................................................................21.2.1 Mc tiu chung ................................................................................................ 2 1.2.2 Mc tiu c th................................................................................................. 2

1.3 CC GI THUYT CN KIM NH V CU HI NGHIN CU .21.3.1 Cc gi thuyt cn kim nh............................................................................ 2 1.3.2 Cu hi nghin cu .......................................................................................... 2

1.4 PHM VI NGHIN CU...........................................................................31.4.1 Khng gian....................................................................................................... 3 1.4.2 Thi gian.......................................................................................................... 3 1.4.3 i tng nghin cu....................................................................................... 3

1.5. LC KHO TI LIU ..........................................................................3 CHNG 2 PHNG PHP LUN V PHNG PHP NGHIN CU 2.1. PHNG PHP LUN ............................................................................52.1.1 Thc phm ng hp ..................................................................................... 5 2.1.2 Th trng ngi tiu dng v hnh vi mua hng ca ngi tiu dng. ..... 5 2.1.2.1 Khi qut v th trng ngi tiu dng..................................................... 5 2.1.2.2 M hnh hnh vi mua ca ngi tiu dng. ................................................ 6 2.1.2.3 Nhng nhn t nh hng n hnh vi tiu dng c nhn .......................... 8 2.1.2.4 Cc dng hnh vi mua sm ...................................................................... 11 2.1.3 Tin trnh ra quyt nh mua ...................................................................... 12

2.2 PHNG PHP NGHIN CU.............................................................172.2.1 Phng php nghin cu ................................................................................ 17 2.2.2 Phng php phn tch d liu ....................................................................... 17 2.2.3 L thuyt cc phng php phn tch d liu.................................................. 18 2.2.4 Khung nghin cu .......................................................................................... 21

CHNG 3 GII THIU KHI QUT V CN TH V NGNH CNG NGHIP THC PHM NG HP CA VIT NAM

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3.1 TNG QUAN V THNH PH CN TH ..........................................223.1.1. Lch s hnh thnh......................................................................................... 22 3.1.2. V tr a l.................................................................................................... 23 3.1.3. n v hnh chnh ......................................................................................... 23 3.1.4. C s h tng ................................................................................................ 23 3.1.5. Tnh hnh kinh t ........................................................................................... 25

3.2 NGNH CNG NGHIP THC PHM NG HP TI VIT NAM ..........................................................................................................................293.2.1 Thc phm ng hp...................................................................................... 30 3.2.2 Bnh ko ng gi ......................................................................................... 31 3.2.3 Ngnh ung............................................................................................... 32

3.3 THC TRNG TIU DNG THC PHM NG HP TI CN TH THNG QUA CC MU NGHIN CU ..........................................34 CHNG 4 KT QU NGHIN CU V THO LUN 4.1 C IM MU PHN TCH ...............................................................404.1.1 Kt cu gii tnh ca i tng nghin cu .................................................... 40 4.1.2 Mc thu nhp hng thng ca i tng nghin cu....................................... 40 4.1.3 Ngh nghip v trnh hc vn ca i tng nghin cu............................ 41 4.1.4 Tnh trng hn nhn ....................................................................................... 42 4.1.5 Tng kt c im ca i tng nghin cu trong ti ............................... 43

4.2 KIM NH CC MI QUAN H.........................................................444.2.1 Kim nh mi quan h gia ngh nghip ca i tng nghin cu vi s ln mua thc phm ng hp (kim nh Chi-spuare) ................................................... 44 4.2.2 Kim nh mi quan h gia thu nhp v s ln m ngi tiu dng quyt nh mua thc phm ng hp trong mt tun ................................................................ 44 4.2.3 Kim nh gia thu nhp vi ni mua thc phm ng hp ............................ 45 4.2.4 Kim nh mi quan h gia tnh trng hn nhn ca i tng nghin cu v s ln mua thc phm ng hp .............................................................................. 45

4.3 NH GI MC QUAN TRNG V TIU CH CHT LNG KHI CHN MUA THC PHM NG HP CA NGI TIU DNG ..........................................................................................................................46 4.4 PHN TCH HNH VI CA NGI TIU DNG I VI CC LOI THC PHM NG HP XUT X T TRUNG QUC............48GVHD: L Th Diu Hin

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4.4.1 Phn tch cc tiu ch nh hng n quyt nh mua thc phm ng hp c xut x t TQ ca ngi tiu dng ................................................................. 48 4.4.1.1 H s tin cy Cronbach Alpha ................................................................. 48 4.4.1.2 S lng nhn t ..................................................................................... 49 4.4.1.3 t tn cc nhn t .................................................................................. 50 4.4.1.4 Nhn s ................................................................................................... 51 4.4.1.5 Phn tch hi qui a bin.......................................................................... 52 4.4.2 S nhn bit ca ngi tiu dng.................................................................... 53 4.4.3 Tm hiu nguyn nhn thc phm ng hp ca Trung Quc c mt ti Vit Nam........................................................................................................................ 54 4.4.4 Phn tch nhn t nh hng n mc hi lng ca ngi tiu dng khi s dng thc phm TQ ................................................................................................ 56 4.4.4.1 H s tin cy Cronbach Alpha ................................................................. 56 4.4.4.2 M hnh hi quy Binary Logistic ............................................................. 59

4.5 NHN XT CA NGI TIU DNG TRONG VIC SO SNH GIA THC PHM NG HP CA VIT NAM V THC PHM NG HP CA TRUNG QUC ................................................................614.5.1 V cht lng sn phm ................................................................................. 61 4.5.2 V gi c ........................................................................................................ 63

4.6 NH GI CHUNG HNH VI CA NGI TIU DNG I VI CC LOI THC PHM NG HP XUT X T TQ .......................64 TM TT CHNG 4 ..................................................................................66 CHNG 5 MT S GII PHP NHM NH HNG PHT TRIN CHO NGNH CNG NGHIP THC PHM NG HP VIT NAM 5.1 NHNG THUN LI V HN CH CA NGNH CNG NGHIP THC PHM NG HP CA VIT NAM..............................................685.1.1 Mt t c.................................................................................................. 68 5.1.2 Mt cha t c.......................................................................................... 69

5.2 NHNG GII PHP GIP NGI TIU DNG TP.CN TH NGY CNG U TIN S DNG SN PHM CA VIT NAM...........70 CHNG 6 KT LUN V KIN NGH 6.1 KT LUN................................................................................................75GVHD: L Th Diu Hin

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6.2 KIN NGH...............................................................................................766.2.1 i vi UBND thnh ph Cn Th v cc S ngnh ...................................... 76 6.2.2 i vi c quan qun l cht lng trn a bn thnh ph............................. 77 6.2.3 i vi ngi tiu dng ................................................................................. 77 6.3 HN CH V HNG NGHIN CU TIP THEO .....................................78

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DANH MC BIU BNGBng 3.1 : Tng gi tr sn xut trn a bn phn theo thnh phn kinh t (gi so snh 1994).........................................................................................................25 Bng 3.2: Cc loi thc phm ng hp ............................................................37 Bng 3.3: Bng thng k tnh hnh mua sm .....................................................38 Bng 4.1: Bng thu nhp ca i tng nghin cu...........................................40 Bng 4.2: Bng kt hp gia ngh nghip v thu nhp ......................................43 Bng 4.3: Kt qu kim nh mqh gia ngh nghip v s ln mua TPH ........44 Bng 4.4: Kt qu kim nh mqh gia thu nhp v s ln mua.........................44 Bng 4.5: Kt qu kim nh mqh gia thu nhp v ni mua.............................45 Bng 4.6: nh gi v cc tiu ch cht lng...................................................46 Bng 4.7: Din gii cc bin nh hng n quyt nh mua TPH .................48 Bng 4.8: Ma trn cc nhn t sau khi xoay ......................................................50 Bng 4.9: Din gii cc bin..............................................................................52 Bng 4.10 Phn tch hi qui a bin ..................................................................53 Bng 4.11: Cc nguyn nhn TPH ca TQ c mt ti VN...............................54 Bng 4.12: Bng din gii cc bin nh hng n mc hi lng ca ngi tiu dng khi s dng TPH ca Trung Quc...................................................56 Bng 4.13: Ma trn cc nhn t sau khi xoay ....................................................57 Bng 4.14 : Thng k m t mc hi lng ca ngi tiu dng ....................58 Bng 4.15: Kim tra mc chnh xc ca d bo............................................59 Bng 4.16: Kt qu kim nh Wald v ngha ca h s hi qui .....................60 Bng 4.17: So snh v cht lng sn phm......................................................61 Bng 4.18: So snh v gi c.............................................................................63

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DANH MC HNHHnh 2.1: M hnh hnh vi mua ca ngi tiu dng...........................................7 Hnh 2.2: Cc yu t nh hng n hnh vi ca ngi tiu dng .......................8 Hnh 2.3: Qa trnh hnh thnh quyt nh mua hng ........................................12 Hnh 2.4: Quyt nh la chn ..........................................................................14 Hnh 2.5 Nhng yu t km hm quyt nh mua ..............................................15 Hnh 2.6: Phn ng ca khch hng ..................................................................16 Hnh 2.7: M hnh nghin cu...........................................................................21 Hnh 3.1: S liu v d bo doanh s bn thc phm ng hp.........................30 Hnh 3.2: S liu v d bo doanh s bn hng mt hng bnh ko...................32 Hnh 3.3: Tnh hnh mua sm ........................................................................... 38 Hnh 4.1: Biu th hin gii tnh ................................................................ 40 Hnh 4.2: Ngh nghip i tng nghin cu .................................................. 41 Hnh 4.3: Trnh hc vn i tng nghin cu ........................................... 42 Hnh 4.4: Tnh trng hn nhn ........................................................................ 42 Hnh 5.1: Chui cung ng thc phm ng hp an ton ................................... 73

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CHNG 1 PHN GII THIU

1.1 T VN NGHIN CU Thc phm l mt trong nhng nhu yu phm khng th thiu trong i sng hng ngy ca mi ngi. Thc phm l ngun dinh dng duy tr cuc sng, b sung nhng tiu hao mt i trong sinh hot v duy tr cuc sng kho mnh, pht trin. V vic m bo v sinh an ton thc phm (VSATTP) rt quan trng trong nhng ba n hng ngy v lin quan n sc kho, n th cht ca con ngi, v n ngun nhn lc pht trin t nc, ng gp quan trng vo vic duy tr mt ni ging dn tc cng trng, tr tu. Th nhng ngy nay, v li ch kinh t m nhiu ngi b qua nhng nguy c him ha t thc phm m kinh doanh nhng sn phm r tin, km cht lng. Trong s nhng sn phm tri ni, km phm cht ang tung honh trn th trng Vit Nam phn ln l nhng thc phm, hng ha c xut pht t Trung Quc. Cc thc phm Trung Quc 3 khng Khng nhn mc, khng thi hn s dng, v khng r ngun gc xut s gy ra hng lot cc v b bi v thc phm dn n nhng v ng c thc phm, nhng mm bnh tim tng, nhng di chng trong tng lai nh vic dng ha cht lm lng trng vt trng hn, lm mc gi, ti ch du bn, phm mu thc phm c cha sudan, gia v cha cht gy ung th, gia v tm p bin tht ln thnh tht b v c bit l v sa dnh cho b c nhim Melamin tht s gy hoang mang cho cc b m Vit Nam nh ln mt hi chung cnh bo v nhng mi nguy thc phm xung quanh chng ta, lm dy ln mi lo ngi khng bit cn c bao nhiu loi thc phm nhim c ang c c s dng hng ngy m ngi tiu dng cha pht hin c. T hng lot cc v pht hin thc phm Trung Quc nhim c n tr thnh im nng c s quan tm, ch ca nhiu ngi lm thay i hnh vi, thi quen mua sm ca ngi tiu dng. Rt nhiu ngi tiu dng bit cnh gic v thng thi hn trong vic chn la nhng mt hng c nhn hiu v c by bn trong cc siu th hoc cc ca hng c uy tn, hay tr v vi hng Vit Nam cht lng cao. hiu r hn hnh vi ca ngi tiu dng i vi cc snGVHD: L Th Diu Hin

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phm xut pht t Trung Quc ti chn ti nghin cu Phn tch hnh vi tiu dng ca ngi dn trn a bn qun Ninh Kiu, TP.Cn Th i vi thc phm ng hp c ngun gc xut x t Trung Quc 1.2 MC TIU NGHIN CU 1.2.1 Mc tiu chung Phn tch hnh vi tiu dng ca ngi dn trn a bn qun Ninh Kiu, TP.Cn Th i vi thc phm ng hp c ngun gc xut s t Trung Quc. 1.2.2 Mc tiu c th - Phn tch thc trng tiu dng cc loi thc phm ng hp ca ngi tiu dng trn a bn qun Ninh Kiu, TP.Cn Th. - Phn tch hnh vi ca ngi tiu dng trn a bn qun Ninh Kiu, TP.Cn Th i vi quyt nh la chn thc phm ng hp v nguyn nhn v sao thc phm t Trung Quc c ngi tiu dng Vit Nam s dng. - xut gii php ngi tiu dng trn a bn TP.Cn Th ngy cng u chung v u tin dng hng Vit nhiu hn. 1.3 CC GI THUYT CN KIM NH V CU HI NGHIN CU 1.3.1 Cc gi thuyt cn kim nh H1: Cc yu t a vo m hnh c nh hng n hnh vi ca ngi tiu dng khi s dng thc phm ng hp ca Trung Quc. H2: Cc yu t a vo m hnh c nh hng n mc hi lng ca ngi tiu dng khi s dng thc phm ng hp ca Trung Quc. H3: Ngi tiu dng c nhn nh nh th no v cht lng v gi c gia thc phm ng hp do Vit Nam sn xut v do Trung Quc sn xut? 1.3.2 Cu hi nghin cu Nhng yu t no nh hng n quyt nh la chn thc phm ng hp c xut x t Trung Quc ca ngi tiu dng? Mc hi lng ca ngi tiu dng vi cc loi thc phm ng hp xut x t TQ ? Lm th no ngi tiu dng TP.Cn Th cng ngy cng a chung cc sn phm do Vit Nam sn xut?

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1.4 PHM VI NGHIN CU 1.4.1 Khng gian ti c c iu tra nghin cu ti a bn qun Nink Kiu, TP.Cn Th. a bn qun Ninh Kiu bao gm 12 phng nhng do thi gian, iu kin kinh ph v thun tin trong vic ly mu nn s lng mu c ly tp trung nhiu nht ti cc phng An Ha, Xun Khnh, Hng Li 1.4.2 Thi gian ti c thc hin trong khong thi gian t ngy 9/9/2011 n ngy 24/11/2011. 1.4.3 i tng nghin cu i tng nghin cu ca ti l tt c ngi tiu dng sinh sng trn a bn qun Ninh Kiu, TP.Cn Th, tng s dng thc phm ng hp v c bit n cng nh tiu dng cc loi thc phm ng hp c ngun gc xut x t Trung Quc. 1.5. LC KHO TI LIU S Quang Thi (2009). Phn tch hng vi ca khch hng i vi mng di ng Viettel trn a bn TP.Cn Th. Mc tiu 1: m t thc trng s dng mng di ng Viettel trn i bn TP.Cn Th tc gi s dng phng php thng k m t. Mc tiu 2: phn tch mc trung thnh ca khch hng i vi vic s dng mng di ng Viettel ng dng nghin cu U.A.I xc nh mc trung thnh ti thi im nghin cu. Mc tiu 3: phn tch cc yu t nh hng ca cc nhn t n s tha mn v xc sut chn mng di ng Viettel ng dng phn tch nhn t, phng trnh hi qui a bin, vn dng m hnh hi qui Binary logistic. T Thin Khoa (2010). Mt s gii php thc y ngi Vit u tin dng m phm thng hiu Vit ti TP.Cn Th. Mc tiu 1: phn tch thc trng tiu dng m phm ni ca n gii ti TP.Cn Th s dng phng php m t, so snh, tng hp s liu th cp t cc thng k, bo ch. Mc tiu 2: phn tch nhng yu t tc ng n th hiu tiu dng, chn la nhn hiu i vi nhn hiu m phm ni v ngoi nhp vi mc tiu ny tc gi s dng phng php thng k m t, phn tch tn s, phn tch bng cho, phn tch nhn t t s liu s cp bng SPSS 16.0. Mc tiu 3: nghin cu xu hng tiu dng m phm niGVHD: L Th Diu Hin

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hin nay ca ngi Vit tc gi s dng phng php phn tch Cronbach Alpha, s dng phng php phn tch nhn t khm ph, phng php phn tch mean, phn tch hi qui a bin. Mc tiu 4: xut gii php gip doanh nghip cung cp hnh ha, dch v tha mn nhu cu ngi tiu dng hin nay v gii php ngi Vit ngy cng u chung v tiu dng hng Vit nhiu hn. Nguyn Hng Thoa (2010). Phn tch thc trng tiu dng sa vng nng thn ng bng song Cu Long. Mc tiu 1: nh gi tng quan ngnh sa Vit Nam v s lc v mc sng vng nng thn BSCL vi mc tiu ny tc gi s dng s liu th cp nh: b s liu iu tra tiu dng, cc bo co, s liu thng k c lin quan n ngnh sa, s dng nghin cu nh tnh. Mc tiu 2: nh gi cc nhn t nh hng n quyt nh chn mua sn phm, nh gi mc hi lng i vi sn phm sa ang s dng ca ngi tiu dng tc gi s dng phng php thng k, phng php nghin cu nh lng nh phng php so snh v xp hng, phn tch tn s, bng cho, nhn t v hi qui a bin. Phng php hi qui a bin c tc gi thc hin bng cch dng lnh Transform/Compute Variable trong SPSS tnh gi tr trung bnh ca mi nhm nhn t chung sau khi tin hnh phn tch nhn t nhm tm ra gi tr trung bnh ca cc nhm nhn t chung lm c s chy phng trnh hi qui vi bin Y l gi tr trung bnh ca cc nhm nhn t chung. Mc tiu 3: gii php nhm tha mn tha mn tt hn th hiu ca ngi dn BSCL tc gi da vo kt qu phn tch v phn tch nh tnh t a ra cc gii php.

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CHNG 2 PHNG PHP LUN V PHNG PHP NGHIN CU

2.1. PHNG PHP LUN2.1.1 Thc phm ng hp ng hp thc phm l mt phng thc bo qun thc phm bng cch ch bin v x l trong mi trng thiu kh. Phng php ny ln u tin c s dng cho qun i Php pht minh bi Nicolas Appert. ng gi gip ngn chn vi sinh

vt xm nhp v ny n bn trong. trnh lm thc n b hng trong qu trnh trc v trong sut qu trnh bo qun, mt s phng php c s dng: dit khun, nu chn (v cc ng dng da trn nhit cao), bo qun lnh, ng bng, sy kh, ht chn khng, chng cc tc nhn vi trng hay bo qun gi nguyn cc tnh cht ban u nh, ion ha bc x va , ngm trong nc mui, axt, baz. Theo quan im cng cng v an ton thc phm, thc phm c tnh axt yu ( pH ln hn 4.6) cn kh trng bng nhit cao (116-130 C). t c nhit trn im si cn c ni p sut. Thc phm phn ln phi ch bin bo qun hp bng p sut gm rau xanh, tht, hi sn, gia cm, v b. Mt s loi thc phm c th bo qun hp bng cch un si nc thng c tnh axit mnh vi pH di 4.6[1], nh tri cy, rau c. 2.1.2 Th trng ngi tiu dng v hnh vi mua hng ca ngi tiu dng. 2.1.2.1 Khi qut v th trng ngi tiu dng. * Khi nim Th trng ngi tiu dng bao gm tt c cc c nhn, cc h tiu dng v cc nhm tp th mua hng ho hoc dch v cho mc ch tiu dng c nhn. * c im - C quy m ln v thng xuyn gia tng. - Khch hng rt khc nhau v tui tc, gii tnh, thu nhp, trnh vn ho v s thch to nn s phong ph v a dng v nhu cu v mong mun ca h trong vic mua sm v s dng hng ho.

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- Cc quyt nh mua mang tnh c nhn. H tiu dng khng ch n gin l tiu dng thng thng m ngy nay n cn c xem nh mt ngh thut sng, mt s t th hin. Mi nhu cu u thay i theo thi gian, song nhu cu c nhn lun c nhp thay i nhanh chng hn c. 2.1.2.2 M hnh hnh vi mua ca ngi tiu dng. * Khi nim hnh vi ca ngi tiu dng - Theo Hip hi Marketing Hoa K, Hnh vi tiu dng chnh l s tc ng qua li gia cc yu t kch thch ca mi trng vi nhn thc v hnh vi ca con ngi m qua s tng tc , con ngi thay i cuc sng ca h. Hay ni cch khc, hnh vi tiu dng bao gm nhng suy ngh v cm nhn m con ngi c c v nhng hnh ng m h thc hin trong qu trnh tiu dng. Nhng yu t nh kin t nhng ngi tiu dng khc, qung co, thng tin v gi c, bao b, b ngoi sn phm u c th tc ng n cm nhn, suy ngh v hnh vi ca khch hng. - Theo Philip Kotler, Hnh vi tiu dng l nhng hnh vi c th ca mt c nhn khi thc hin cc quyt nh mua sm, s dng v vt b sn phm hay dch v. - Hnh vi tiu dng l mt tin trnh cho php mt c nhn hay mt nhm ngi la chn, mua sm, s dng hoc loi b mt sn phm/ dch v, nhng suy ngh c, kinh nghim hay tch ly, nhm tha mn nhu cu hay c mun ca h. (Solomon Micheal- Consumer Behavior, 1992) Hnh vi tiu dng l ton b nhng hot ng lin quan trc tip ti qu trnh tm kim, thu thp, mua sm, s hu, s dng, loi b sn phm/ dch v. N bao gm c nhng qu trnh ra quyt nh din ra trc, trong v sau cc hnh ng . (James F.Engel, Roger D. Blackwell, Paul W.Miniard Consumer Behavior, 1993)

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M hnh hnh vi mua ca ngi tiu dngNhng yu t kch thch Markting hn hp -Hng ha -Gi c -Cc phng thc phn phi -Hot ng xc tin bn hng Kch khc: -Mi trng kinh t -Mi trng khoa hc k thut -Mi trng chnh tr thch Hp en thc Qu trnh quyt nh mua Cc c tnh ca ngi mua Nhng phn ng p li ca ngi mua -La chn hng ha -La chn nhn hiu -La chn nh cung ng -La chn thi gian mua -La chn khi

lng mua

Hnh 2.1: M hnh hnh vi mua ca ngi tiu dng Cc yu t kch thch gm c hai nhm: - Nhm 1: Cc yu t kch thch marketing bao gm 4 phn t: hng ho, gi c, cc phn phi v xc tin bn. - Nhm 2: Cc tc nhn kch thch khc bao gm nhng lc lng thuc mi trng ca ngi mua nh: mi trng kinh t, khoa hc k thut, chnh tr v vn ho. Nhng phn ng ca ngi mua c th quan st c c bc l qua hnh vi ca ngi mua trong vic la chn hng ho, la chn nhn hiu, la chn ngi cung ng, la chn thi gian v khi lng mua. - Nhng c tnh ca ngi mua: c nh hng c bn n vic ngi mua tip nhn cc tc nhn kch thch v phn ng p li vi nhng tc nhn nh th no. - Qu trnh quyt nh mua ca ngi tiu dng. Kt qu ca vic mua sm hng ho s ph thuc vo nhng quyt nh ny. y l hai ni dung c bn ca vic nghin cu hnh vi mua ca ngi tiu dng.

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2.1.2.3 Nhng nhn t nh hng n hnh vi tiu dng c nhn Vic mua sm ca ngi tiu dng chu nh hng ca hai nhm nhn t chnh. Mt l nhm cc nhn t ni ti bao gm nhn t tm l v c nhn. Hai nhm nhn t t bn ngoi nh hng n mi c nhn ngi tiu dng, l nhn t vn ha v x hi

Vn ho - Vn ho - Nhnh vn ho - Giai tng x hi

Ngi mua

Tm l -ng c -Tri gic -Kin thc -Nim tin v quan im

C nhn -Tui i v ng i -Ngh nghip -Hon cnh kinh t

X hi - Nhm -Gia nh -Vai tr v a v x hi

-C tnh v t nhn

Hnh 2.2: Cc yu t nh hng n hnh vi ca ngi tiu dng Vn ha Vn ho l nguyn nhn u tin, c bn quyt nh nhu cu v hnh vi ca con ngi. Nhng iu c bn v gi tr, s cm th, s a thch, tc phong, thi quen, hnh vi ng x m chng ta quan st c qua vic mua sm hng ho u cha ng bn sc ca vn ho. Nhng ngi c trnh vn ho cao, thi ca h i vi cc sn phm rt khc bit vi nhng ngi c trnh vn ho thp. Yu t x hi Hnh vi ca ngi tiu dng cng chu nh hng ca nhng yu t x hi nh cc nhm tham kho, gia nh v vai tr ca a v x hi. - a v x hi.: li tiu dng ca mt ngi ph thuc kh nhiu vo a v x hi ca ngi , c bit l cc mt hng c tnh th hin cao nh qun o, giy dp, xe c Nhng ngi thuc cng mt tng lp x hi c khuynh hng hnh ng ging nhau hn so vi nhng ngi thuc hai tng lp x hi khcGVHD: L Th Diu Hin

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nhau. Nhng ngi c a v x hi nh th no thng tiu dng hng ha v dch v tng ng nh th. Nhng ngi c a v cao trong x hi chi tiu nhiu hn vo hng ha xa x, cao cp nh dng hiu, chi golf, - Nhm tham kho. Nhm tham kho ca mt ngi l nhng nhm c nh hng trc tip hoc gin tip n thi hay hnh vi ca ngi . Nhng nhm ny c th l gia nh, bn b, hng xm lng ging, v ng nghip, m ngi c quan h giao tip thng xuyn. Cc nhm ny gi l nhm s cp, c tc ng chnh thc n thi hnh vi ngi thng qua vic giao tip thn mt thng xuyn. Ngoi ra cn mt s nhm c nh hng t hn nh cng on, t chc on th. - Gia nh. Cc thnh vin trong gia nh l nhm tham kho c nh hng ln nht n hnh vi ngi tiu dng. Th nht l gia nh nh hng gm b m ca ngi . Ti gia nh ny ngi s c nh hng bi cc gi tr vn ha, chnh tr, h t tngKhi trng thnh v kt hn, mc nh hng ca ngi v hoc ngi chng trong vic quyt nh loi hng ha s mua l rt quan trng.

Yu t c nhn- Gii tnh (sex): Gii tnh l yu t c nhn u tin c nh hng tin quyt n hnh vi tiu dng. Do nhng c im t nhin, ph n v n ng c nhu cu tiu dng khc nhau v cch la chn hng ha cng khc nhau. Cc nghin cu cho thy, nu quyt nh la chn hng ha ca ph n cn c ch yu vo gi c, hnh thc, mu m ca hng ha th n ng li ch trng n cng ngh, uy tn ca hng ha ny. - Tui tc v giai on ca chu k sng (age and lifecycle) Ngay c khi phc v nhng nhu cu ging nhau trong sut cuc i, ngi ta vn mua nhng hng ha v dch v khc nhau. Cng l nhu cu n ung nhng khi cn tr h s n a dng lai thc n hn, trong khi v gi h thng c xu hng king 1 s loi thc phm. Th hiu ca ngi ta v qun o, g v cch gii tr cng tu theo tui tc. Chnh v vy tui tc quan h cht ch nGVHD: L Th Diu Hin

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vic la chn cc hng ha nh thc n, qun o, nhng dng c phc v cho sinh hot v cc loi hnh gii tr - Ngh nghip v thu nhp (profession and income) Ngh nghip v hon cnh kinh t l mt trong nhng iu kin tin quyt nh hng n cch thc tiu dng ca mt ngi. Ngh nghip nh hng n tnh cht ca hng ha v dch v c la chn. Ngi cng nhn s mua qun o, giy i lm, v s dng cc dch v tr chi gii tr khc vi ngi l ch tch hay gim c ca mt cng ty. Hon cnh kinh t c tc ng ln n vic la chn sn phm tiu dng. Khi hon cnh kinh t kh gi, ngi ta c xu hng chi tiu vo nhng hng ha t nhiu hn. - Li sng (lifestyle) Nhng ngi cng xut thn t mt nhnh vn ha, tng lp x hi v cng ngh nghip c th c nhng li sng hon ton khc nhau v cch thc h tiu dng khc nhau. Cch sng th cu c th hin trong cch n mc bo th, dnh nhiu thi gian cho gia nh v ng gp cho nh th ca mnh. Hay nhng ngi c th chn li sng tn tin c c im l lm vic thm gi cho nhng n quan trng v tham gia hng hi khi c dp i du lch v chi th thao v chi tiu nhiu hn cho vic p ng nhng nhu cu c nhn.

Yu t tm lCc chn la mua hng ca ngi tiu dng b nh hng bi 4 yu t tm l chnh: - ng c (motivation): ng c l mt nhu cu bc thit n mc buc con ngi phi hnh ng tha mn n. Ti bt k mt thi im nht nh no con ngi cng c nhiu nhu cu. Mt s nhu cu c ngun gc sinh hc nh i, kht, kh chu. Mt s nhu cu khc c ngun gc tm l nh nhu cu c tha nhn, c knh trng hay c gn gi v tinh thn. - Nhn thc (perception) Nhn thc l kh nng t duy ca con ngi. ng c thc y con ngi hnh ng, cn vic hnh ng nh th no th ph thuc vo nhn thc. Hai b ni tr cng i vo siu th vi 1 ng c nh nhau nhng s la chn nhn hiu

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hng ha li hon ton khc nhau. Nhn thc ca h v mu m, gi c, cht lng v thi phc v u khng hon ton ging nhau. - S hiu bit (knowledge) S hiu bit gip con ngi khi qut ha v c s phn bit khi tip xc vi nhng hng ha c kch thc tng t nhau. Khi ngi tiu dng hiu bit v hng ha h s tiu dng mt cch c li nht. - Nim tin v thi (Belief and attitude) Thng qua thc tin v s hiu bit con ngi hnh thnh nn nim tin v thi vo sn phm. Theo mt s ngi gi c i i vi cht lng. H khng tin c gi c r m cht lng hng ha li tt. Chnh iu lm cho h e d khi mua hng ha c gi c thp hn hng ha khc cng loi. Nim tin hay thi ca ngi tiu dng i vi mt hng sn xut nh hng kh ln n doanh thu ca hng . Nim tin v thi rt kh thay i, to nn thi quen kh bn vng cho ngi tiu dng. 2.1.2.4 Cc dng hnh vi mua sm * Hnh vi mua phc tp Ngi tiu dng thc hin hnh vi mua phc tp khi c nhiu ngi cng tham d vo tin trnh ra quyt nh mua v h nhn thc r rng s khc bit gia cc nhn hiu. Hnh vi mua thng xy ra khi sn phm c cn nhc mua l sn phm t tin, nhiu ri ro trong tiu dng v c gi tr t th hin cao cho ngi s dng. * Hnh vi mua tha hip. Hnh vi mua ny xy ra i vi nhng sn phm t tin, nhiu ri ro v mua khng thng xuyn, nhng li khng c s khc bit gia cc nhn hiu trn th trng. Trong trng hp ny, do tnh d bit gia cc nhn hiu khng qu cao, ngi mua c th a ra quyt nh mua mt cch tng i nhanh chng, s la chn ca h lc ny i lc c quyt nh do mt mc gi ph hp, cc dch v h tr, cc chng trnh khuyn mi, hoc tnh tin li trong qu trnh mua. * Hnh vi mua theo thi quen Hnh vi mua ny xy ra khi sn phm c cn nhc mua l nhng sn phm c gi tr thp, tiu dng hng ngy v s khc bit gia cc nhn hiu byGVHD: L Th Diu Hin

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bn trn th trng l rt thp. Khi c nhu cu ngi tiu dng ch vic ra ca hng v chn mt nhn hiu. Nu nh vic la chn ny lp i lp li vi mt nhn hiu th thng l do thi quen hn l s trung thnh v trong qu trnh tiu dng h kh nhn thy tnh u vit hay s khc bit gia cc nhn hiu. * Hnh vi mua nhiu la chn Ngi tiu dng thc hin hnh vi mua ny khi h mua nhng sn phmdch v c gi tr thp, tiu dng hng ngy nhng nhn hiu c nhiu s khc bit. i vi nhnxg loi sn phm ny, s chuyn dch nhn hiu trong tiu dng l rt ln. Ngi tiu dng c th quyt nh la chn nhn hiu ny vo mt thi im c th nhng vo mt thi im c th nhng vo thi im khc di s tc ng ca cc tc nhn Marketing h s chuyn qua mua nhn hiu khc. S chuyn dch ny l do khng tha mn trong tiu dng m do mc ch mun thay i th mt nhn hiu sn phm mi. 2.1.3 Tin trnh ra quyt nh muaTc ng ni ti Tc ng bn ngoi NHN RA NHU CU

Ngun tt c nhn Ngun tt tip th Ngun tt i chng Kinh nghim bn thn

TM KIM THNG TIN

So snh cc gi tr,c tnh,gi c v ss li ch ca sn phm Thi ca ngi khc Cc yu t bt ng

XEM XT CC LA CHN

QUYT NH MUA

Thi (tha mn) Hnh ng

HNH VI SAU MUA

Hnh 2.3: Qa trnh hnh thnh quyt nh mua hngGVHD: L Th Diu Hin

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a. Nhn bit nhu cu Bc khi u ca tin trnh mua l s nhn bit v mt nhu cu mun c tho mn ca ngi tiu dng. Nhu cu c pht sinh bi nhiu yu t kch thch c bn trong ln bn ngoi. giai on ny, nhim v ca cc nh marketing l xc nh xem c nhng loa nhu cu no c pht sinh? Ci g to ra chng v ngi mua mun tho mn chng bng nhng sn phm c th no? Mt nhu cu mi ny sinh cn c nhng sn phm mi p ng. chnh l ngun tng quan trng hnh thnh nhng sn phm mi v trin khai cc chng trnh marketing mt cch hiu qu thc y nhu cu tr thnh ng c. b.Tm kim thng tin Khi s thi thc nhu cu mnh c nhn c th tm kim thng tin tho mn nhu cu v c mun ca mnh. Khi tm kim thng tin ngi tiu dng c th s dng nhng ngun c bn sau: Ngun thng tin c nhn: Gia nh, bn b, hng xm Ngun thng tin thng mi: Qung co, ngi bn hng, hi ch, trin lm, bao b, nhn hiu. Ngun thng tin i chng: n phm c lin quan n hng ho, d lun Ngun thng tin kinh nghim: trc tip xem xt, dng th Mc nh hng ca nhng ngun thng tin ni trn thay i tu theo loi sn phm v c tnh ca khch hng. Ngun thng tin thng mi thng thc hin chc nng thng bo, ngun thng tin c nhn li tr thnh ph bin cho hnh ng mua theo thi quen hoc theo nh k. Nh kt qu ca vic thu thp thng tin m ngi tiu dng c th bit c cc loi nhn hiu ca lp sn phm v nhng c tnh ca chng. Ngi ta gi b nhn hiu c c bc ny l b y cc nhn hiu c. nh gi la chn Khi c b su tp nhn hiu, ngi tiu dng s trin khai bc tip theo l nh gi cc phng n c kh nng thay th cho nhau i n la chn nhn hiu quyt nh mua.

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V d: Tnh hung mua in thoi.B su tp nhn hiu y Nokia LG Motorola Samsung Sony B nhn hiu quan tm B nhn hiu la chn Nokia LG Quyt nh

Nokia LG Samsung

Hnh 2.4: Quyt nh la chn Vn quan trng nht m nh marketing cn phi kim sot c trong giai on ny l quan im v thi ca ngi tiu dng, hay ni c th hn l cc tiu chun v nim tin ca h trong vic nh gi cc nhn hiu c kh nng cnh tranh vi nhau. Tin trnh nh gi ca ngi mua thng c thc hin theo phng php nh sau: Th nht: Ngi mua thng coi mt sn phm bao gm mt tp hp cc

thuc tnh. Nhng thuc tnh ny phn nh li ch ca sn phm m ngi mua mong i. Thuc tnh ca sn phm phn nh cc mt: + c tnh k thut, l ho: cng thc, thnh phn, mu sc, c, kh. + c tnh s dng: thi gian s dng, bn, tnh c th. + c tnh tm l: p, tr trung, s thoi mi, lng t ho v quyn s hu. + c tnh kt hp: gi c, nhn hiu, ng gi, cc dch v. Th hai: Ngi tiu dng c khuynh hng phn loi v mc quan trng

ca cc thuc tnh khc nhau. Ngi tiu dng thng xc nh thuc tnh ni bc v thuc tnh quan trng. Thuc tnh ni bc l thuc tnh m ngi tiu dng cho l c ngha khi c yu cu hnh dung ra cc thuc tnh ca sn phm. Nhng thuc tnh ny c th do h b nh hng ca qung co hoc d lun x hi. Thuc tnh quan trng l nhng thuc tnh m ngi tiu dng ch i sn phm trong vic n tho mn nhu cu ca h. Khi c yu cu nh gi cc thuc tnh ca sn phm ngi tiu dng s ngh ngay n thuc tnh ni bc. Song khi mua h li

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quan tm n thuc tnh quan trng. Cc nh marketing cn quan tm nhiu n tm quan trng ca thuc tnh hn l mt ni ca n. - Th ba: Ngi tiu dng c khuynh hng xy dng nim tin ca mnh gn vi cc nhn hiu. H ng nht mt chui nim tin ca mnh v sn phm vi hnh nh nhn hiu. V d: nim tin ca ngi tiu dng v loi bt gic c cht lng cao, ty sch cc vt bnng nht vi nhn hiu OMO. Nim tin ca ngi tiu dng v nhn hiu c th thay i qua nhn thc v kinh nghim nh vic tiu dng thc s ca h. V vy, cc nh marketing c th khc ho v lm thay i nim tin ca khch hng bng cc n lc marketing, song s n lc phi p ng c s mong i ca khch hng khi h thc s mua v s dng hng ho. Th t: Ngi tiu dng c xu hng gn cho mi thuc tnh ca sn phm

mt chc nng hu ch. Xu hng la chn ca ngi tiu dng l h tm n nhng hng ho nhn hiu em li cho h tng s s tho mn t cc c tnh ca sn phm l ti a. d. Quyt nh mua. Kt thc giai on nh gi cc phng n, ngi tiu dng c mt b nhn hiu la chn c sp xp theo th t. nh mua thng dnh cho nhng sn phm c th hng cao nht. Song i n quyt nh mua ngi tiu dung cn chu s chi phi ca nhiu yu t km hm.

Thi ca ngi khc (Gia nh,bn b, d lun) nh mua hng Nhng yu t hon cnh (ri ro t xut, s sn c ca sn phm, cc iu kin lien quan n giao dch, thanh ton, dch v sau khi bn) Quyt nh mua

Hnh 2.5 Nhng yu t km hm quyt nh mua

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thc y qu trnh d n quyt nh mua hng ca ngi tiu dng, cc nh marketing cn y mnh cc hat ng xc tin bn nh : phiu mua hng, gim gi, qu tng, qung co, trnh by hng ha, dch v sau bn hng.. e. nh gi sau khi mua. Sau khi mua, ngi tiu dng c th hi lng hoc khng hi lng v sn phm. Khch hng ch hi lng khi tnh nng v cng dng ca sn phm p ng mt cch tt nht s ch i ca h, t s dn n hnh vi mua lp li v h s gii thiu cho ngi khc bit v sn phm . Theo cc nh marketing Mt khch hng hi lng l qung co tt nht ca chng ta. Khi ngi tiu dng cm thy khng tha mn vi sn phm mua, h s c gng lm gim bt s kh chu thit lp s cn bng tm l thng qua vic t b hay chuyn sang nhn hiu khc, ng thi c th h s lan truyn thng tin bt li cho doanh nghip. Nhng nh gi ca khch hng sau khi mua c coi l nhng thnh cng hay cha thnh cng v cc n lc marketing ca cng ty. Nu khch hng c thi thin ch i vi nhn hiu ca cng ty th chnh l c hi gia tng th trng v duy tr lng trung thnh ca khch hng. Ngc li vi thi thiu thin ch ca khch hng nh marketing cn phi tm cch khc phc c th gim bt mc khng hi lng ca h. Nh vy, ngi lm Marketing cn phi nh rng cng vic ca h khng kt thc khi sn phm c bn ra m cn ko di n c giai on sau khi mua. Phn ng ca khch hng khng hi lng:Lm mt s hnh C mt s hnh ng Lm mt S bt mn xy Khng lm g c s hnh ng ng i nh sn xut bi thng Tha kin c bi thng Khiu ni vi cc t chc DN, CQCQ Quyt nh ngng mua /ty chay ngi bn Bo cho bn b bit

Hnh 2.6: Phn ng ca khch hngGVHD: L Th Diu Hin

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2.2 PHNG PHP NGHIN CU 2.2.1 Phng php nghin cu * Phng php thu thp s liu Phng php thu thp s liu s cp: Lp bng cu hi, tin hnh phng vn trc tip 120 ngi tiu dng thc phm ng hp trn a bn qun Ninh Kiu, TP.Cn Th theo phng php chn mu ngu nhin phn tng theo ngh nghip kt hp vi chn mu thun tin phi xc xut. C mu: s mu thu thp l 120 mu bi v vi s nhn t c a ra phn tch trong ti nghin cu ny l 19 nhn t th s mu cn thu phi gp 4 hoc 5 ln s nhn t c a kt qu phn tch c ngha thng k. * Bng cu hi c thit k gm nhng ni dung sau: Phn sng lc Phn ni dung: gm 3 phn chnh: thit k theo phn lc kho ti liu gii quyt mc tiu v a ra gii php i vi mc tiu 1: s dng cu hi nh tnh nhiu la chn thng k cc loi thc phm ng hp c ngi tiu dng chn mua, ni mua v s ln mua.

i vi mc tiu 2: dng thang o Likert 5 mc (1-5) xc nh mc nh hng ca cc yu t trong vic la chn thc phm ng hp v mc hi lng ca ngi tiu dng.

i vi mc tiu 3: s dng cu hi m, cu hi nh tnh thu thp kin ca ngi tiu dng v nhc im ca ngnh cng nghip thc phm ng hp ca Vit Nam v cc gii php nhm khc phc. Phn thng tin chung ca p vin: s dng cc cu hi thng k gii tnh, tui, ngh nghip, trnh hc vn, tnh trnh hn nhn ca p vin. 2.2.2 Phng php phn tch d liu - Mc tiu 1: S dng phng php thng k m t, phn tch tn s, tnh im trung bnh qua thy c mt s thng tin c nhn ca ngi tiu dng; cc c im ca ngi tiu dng thc phm ng hp nh tui, thu nhp, ngh nghip Phn tch hnh vi tiu dng thc phm ng gi bao gm cc c im v nhu cu, th hiu, thi quen la chn sn phm, h thng phn phi.

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Mc tiu 2: S dng phng php phn tch bng cho v s dng h s Cronbach Alpha v phng php phn tch yu t khm ph EFA (exploratory factor analysis) nh gi cc thang o c nh hng n hnh vi tiu dng Mc tiu 3: Da vo quan st thc t v nhng hiu bit khi trc tip phng vn; phn tch s liu s cp. Da vo nhng phn tch v thc trng s dng thc phm ng hp v quan st thc t, t nu ln nhng gii php nhm gip ngi Vit ngy cng s dng thc phm ng hp do Vit Nam sn xut nhiu hn. S dng phn mm SPSS 16.0 h tr trong vic phn tch s liu. 2.2.3 L thuyt cc phng php phn tch d liu Thng k m t Thng k m t l phng php dng tng hp cc phng php o lng, m t, trnh by s liu c ng dng vo trong lnh vc kinh t. Bng thng k l hnh thc trnh s liu thng k v thu thp thong tin thu thp lm c c phn tch v kt lun, cng l trnh by vn nghin cu nh vo nh qun tr c th a ra nhn xt v vn dang nhin cu. Trong ti nghin cu ny phng php thng k m t c dng m t nhn nh ca ngi tiu dng v thc phm ng h v so snh gia thc phm ng hp ca Vit Nam so vi Trung Quc. Phn tch tn s L mt trong nhng cng c thng k m t c s dng m t v tm hiu v c tnh phn phi ca mt s mu th no . Trong phm vi nghin cu ny phng php phn tch tn s c dng o lng c bin nh lng v bin nh tnh di dng m s ln xut hin, m t mt s bin lien quan ti c tnh nhn khu hc ca i tng c phng vn nh gii tnh, ngh nghip, trnh hc vnNgoi ra phng php ny cn c dng m t v tm hiu mt s bin c nh hng n hnh vi ca ngi tiu dng nh sn phm thng mua, ni mua sm hay tn sut mua smPhng php ny cho ta ci nhn tng th v mu iu tra Tnh im trung bnh: nhm xc nh mc quan trng, nh hng ca cc yu t ti hnh vi ca ngi tiu dng trong quyt nh la chn thc phm ng hpGVHD: L Th Diu Hin

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1 1,8 1,81 2,6 2,61 3,4 3,41 4,2 4,21 5

Rt khng quan trng (nh hng) Khng quan trng (nh hng) Trung bnh Quan trng (nh hng) Rt quan trng (nh hng)

Phng php phn tch bng cho Phng php phn tch bng cho cng l mt trong nhng phng php thng k m t. Kt qu phn tch ny gip ta kt lun mc quan h gia cc bin phn tch ti mc kim nh no nh gi tin cy ca php o lng bng phng php tnh h s Cronbach Alpha H s Cronbach alpha c s dng trc loi cc bin quan st khng t yu cu hay cc thang o cha t yu cu trong qu trnh nghin cu Tnh h s Cronbach alpha c thc hin i vi mi nhm bin c kt nn cc nhn t. H s Cronbach alpha cho bit s tng i ng nht trong o lng theo cc bin c ni dung gn gi nhau v hnh thnh nn mt nhn t. Cc bin quan st c h s tng quan bin- tng nh hn 0.3 s b loi b v tiu chu chn thang o khi n c tin cy alpha t 0.6 tr ln Sau khi tin cy t yu cu dng phng php phn tch nhn t xc nh u l nhng tiu ch quan trng nht m ngi tiu dng quan tm Phng php phn tch nhn t khm ph Phng php phn tch nhn t c s dng rt gn v tm tt d liu. Trong nghin cu Marketing c th c rt nhiu bin nghin cu, hu ht chng thng c tng quan vi nhau v thng c rt gn d dng qun l. Mi quan h gia nhng b phn khc nhau ca nhiu bin c xc nh v i din bi mt vi nhn t Phn tch nhn t thng c s dng trong cc trng hp sau: - Nhn dng cc nhn t gii thch mi quan h gia cc bin - Nhn dng cc bin mi thay th cho bin gc ban u trong phn tch a bin. - Nhn dng mt b c s bin t hn cho vic s dng phn tch a bin.

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Mi nhn t duy nht th tng quan vi mi nhn t khc v vi cc nhn t chung: F1 = wi1X + wi2X2 + . + wikXk Trong F1: c lng nhn t w : trng s hay h s im nhn t k : s bin Phn tch hi qui a bin Phn tch hi qui l s nghin cu mc nh hng ca mt hay nhiu bin s (bin c lp hay bin gii thch) n mt bin s (bin kt qu hay bin ph thuc) nhm d bo bin kt qu da vo cc gi tr c bit trc ca cc bin gii thch. ti s dng phng php phn tch hi qui c lng mc nh hng ca cc yu t (bin gii thch) n quyt nh mua hng ca ngi tiu dng (bin kt qu). Phng trnh hi qui c dng: Y = b0 + b1 F1 + b2 F2 + ... + b j Fj Trong : -Y: Bin ph thuc (quyt nh mua hng ca ngi tiu dng) -bj: H s c lng -Fj: Bin c lp (cc yu t nh hng) Phn tch hi quy Binary Logistic: Hi qui Binary Logistic s dng bin ph thuc dng nh phn c lng xc sut mt s kin s xy ra vi nhng thng tin ca bin c lp m ta c c. S dng phng php phn tch nh tnh, suy lun din gii ra cc gii php ph hp thc y ngi Vit Nam tiu dng hng Vit Nam ngy cng nhiu hn.

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2.2.4 Khung nghin cu

Vn nghin cu Phn tch hnh vi khch hng i vi thc phm ng hp c ngun gc t Trung Quc trn a bn TP.Cn Th

C s l thuyt L thuyt v hnh vi ngi tiu dng

Nghin cu nh tnh (s b)

M hnh nghin cu M hnh thang o cc nhn t nh hng n hnh vi v mc hi lng ca ngi tiu dng

Nghin cu nh lng Kho st n=120 M ha d liu nh gi thang o (Cronbach Alpha) Phn tch nhn t EFA Phn tch hi qui

Kt qu nghin cu

Gii php

Hnh 2.7: M hnh nghin cu

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CHNG 3 GII THIU KHI QUT V CN TH V NGNH CNG NGHIP THC PHM NG HP CA VIT NAM

3.1 TNG QUAN V THNH PH CN TH 3.1.1. Lch s hnh thnh Thnh ph Cn Th trc thuc trung ng c din tch t nhin l 138.959,99 ha v dn s l 1.187.089 ngi, bao gm: din tch v s dn ca thnh ph Cn Th trc thuc tnh; huyn Mn; huyn Tht Nt; mt phn ca huyn Chu Thnh, bao gm: th trn Ci Rng; cc p Thnh M, Thnh Hu, Thnh Thng, Yn H v 176 ha din tch cng vi 2.216 ngi ca p Ph Qui thuc x ng Thnh; cc p Thnh Ha, Thnh Hng, Thnh Thun, An Hng, Thnh Ph, Ph Khnh, Khnh Bnh v 254,19 ha din tch cng vi 1.806 ngi ca p Ph Hng thuc x Ph An; cc p Ph Thnh, Ph Thnh, Ph Thun, Ph Thun A v 304,61 ha din tch cng vi 1.262 ngi ca p Ph Li thuc x ng Ph; mt phn ca huyn Chu Thnh A, bao gm: x Trng Long; x Nhn i; x Nhn Ngha; p Tn Thnh ng v 84,7 ha din tch cng vi 640 ngi ca p Tn Thnh Ty thuc x Tn Ph Thnh. Cn Th c bit n nh l "Ty " (th ca min Ty) ca mt thi rt xa. Cn Th ni danh vi nhng a im nh bn Ninh Kiu, cu Cn Th (cy cu ln v di nht Vit Nam).... Sau hn 120 nm pht trin, thnh ph ang l trung tm quan trng nht ca vng ng bng sng Cu Long v kinh t, vn ha, khoa hc v k thut. Thnh ph Cn Th chnh thc tr thnh th loi 1 trc thuc trung ng k t ngy 24/6/2009, Th tng Chnh ph Nguyn Tn Dng k quyt nh s 889/Q-TTg, cng nhn TP Cn Th l th loi I trc thuc Trung ng, t c 82,39 im/100 im (quy nh t 70 im tr ln). Theo kt qu iu tra dn s ngy 01/04/2009 dn s Cn Th l 1.187.089 ngi, trong : Dn c thnh th 781.481 ngi chim 65,8% v dn c nng thn 405.608 ngi chim 34,2%.

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3.1.2. V tr a l Cn Th l mt thnh ph nm trn b phi sng Hu, Din tch ni thnh 53 km. Thnh ph Cn Th c din tch 1.389,59 km v dn s 1.187.089 ngi. 3.1.3. n v hnh chnh Cn Th c chia lm 9 n v hnh chnh gm 5 qun v 4 huyn: Qun Ninh Kiu 13 phng Qun Bnh Thy 8 phng Qun Ci Rng 7 phng Qun Mn 7 phng Qun Tht Nt 9 phng Huyn Phong in 1 th trn v 6 x Huyn C 1 th trn v 9 x Huyn Thi Lai 1 th trn v 12 x Huyn Vnh Thnh 2 th trn v 9 x Tng s th trn, x, phng: 85, trong c 5 th trn, 44 phng v 36 x. (Tnh thi im ban hnh Ngh nh s 12/N-CP) 3.1.4. C s h tng ng b Thnh ph Cn Th c cc ng lin tnh: Quc l 91 t Cn Th i An Giang Quc l 80 t Cn Th i Kin Giang Quc l 1A, t Cn Th i cc tnh ng bng sng Cu Long nh Sc Trng, Bc Liu, C Mau Tuyn Nam sng Hu ni lin Cn Th, Hu Giang, Sc Trng Quc l 1 b ngn cch bi sng Hu, mt bn l Vnh Long, mt bn l TP Cn Th. Vic giao thng gia 2 b ph thuc vo ph Cn Th. Hin tuyn ng Nam Sng Hu (on ni lin Cn Th, Sc Trng, Bc Liu) ang tng bc hon thnh v d kin thng xe vo cui qu 1 hoc u qu 2 nm 2009. Sp ti thnh ph cng s trin khai xy dng tuyn cao tc Cn Th - V Thanh.

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Ngy 24/4/2010 Cu Cn Th chnh thc c thng xe v Ph Cn Th cng chnh thc ngng hot ng. Phng tin giao thng ng b phong ph. Hin nay c 4 cng ty taxi v 6 cng ty xe khch ang hot ng. Trc y, trong ni cn c mt phng tin c trng l xe li, nhng nay do mt phng tin kh cao nn xe li b ngng hot ng. Phng tin vn ti cng cng ch yu: Xe but - Xe li - Xe ng thy Cn Th nm bn b pha nam sng Hu, mt b phn ca sng M Kng chy qua 6 quc gia, c bit l phn trung v h lu chy qua Lo, Thi Lan v Campuchia. Cc tu c trng ti ln (trn 1.000 tn) c th i cc nc v n Cn Th d dng. Ngoi ra, tuyn Cn Th - X No - Ci T l cu ni quan trng gia TP. H Ch Minh, tnh Hu Giang v C Mau. Cn Th c 3 bn cng: Cng Cn Th: Din tch 60.000 m, c th tip nhn tu bin 10.000 tn. Cng Tr Nc: C din tch 16 ha, cng c 3 kho cha ln vi dung lng 40.000 tn. Khi lng hng ha thng qua cng c th t n 200.000 tn/nm. Cng Ci Cui: C th phc v cho tu t 10.000-20.000 tn, khi lng hng ha thng qua cng l 4,2 triu tn/nm. Sau khi thc hin xong d n no vt v xy dng h thng ti ca bin Quan Chnh B, Cng Ci Cui s l Cng bin Quc T ti TP. Cn Th. ng hng khng Cn Th c Sn bay Cn Th, sn bay ln nht khu vc ng bng sng Cu Long. Sn bay hin hon thnh cng vic ci to, chnh thc a vo hot ng ngy 03.01.2009. 1/1/2011, Cn Th khnh thnh Sn bay t chun quc t vi nhng ng bay trong khu vc v s dn m rng ra cc nc xa hn. Nhng hin nay, Cm cng hng khng min nam ln k hoch m tuyn bay Cn Th - i Bc (i Loan) phc v nhu cu n Tt ca kiu bo. in Cn Th c Nh my nhit in Cn Th c cng sut 200 MW, ha vo li in quc gia. Hin ti, ang xy dng Nh my nhit in Mn c cngGVHD: L Th Diu Hin

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sut giai on u l 600 MW, sau s c nng cp ln 1.200 MW. D n ng ng dn kh L B (ngoi khi bin Ty) - Mn a kh vo cung cp cho Trung tm in lc Mn (tng cng sut d kin ln n 2600 MW) ang c Tng cng ty Du kh Vit Nam trin khai, d kin hon thnh nm 2009. n thi im , Cn Th s l mt trong nhng trung tm nng lng ln ca Vit Nam. Nc Cn Th c 2 nh my cp nc sch c cng sut 70.000 m/ngy, v d kin xy dng thm mt s nh my c th cung cp nc sch 200.000 m/ngy. Vin thng H thng bu in, vin thng ca thnh ph Cn Th gm 1 bu in trung tm, 4 bu in huyn iu kin cung cp thng tin lin lc gia Cn Th vi cc nc trn th gii. 3.1.5. Tnh hnh kinh t Tng trng kinh t

Bng 3.1 : Tng gi tr sn xut trn a bn phn theo thnh phn kinh t (gi so snh 1994) VT: Triu ngNm Kinh t nh nc Kinh t trung ng Kinh t a phng Kinh t ngoi nh nc. Kinh t tp th. Kinh t c th Kinh t t nhn. Kinh t c vn u t nc ngoi Tng s 2008 6.689.145 3.664.789 3.024.356 22.692.386 560.603 9.846.950 12.284.833 981.423 32.131.899 2009 8.272.493 4.984.837 3.323.656 26.194.157 878.459 9.489.394 15.826.304 1.481.457 36.388.700 2010 9.092.795 5.186.320 3.906.475 31.227.421 825.901 10.979.284 19.422.236 1.446.433 42.164.347

(Ngun: Cc thng k TP Cn Th nm 2010)

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Sau khi thnh ph Cn Th c cng nhn tr thnh thnh ph loi mt trc thuc trung ng, qua cc nm Cn Th khng ngng phn u trn tt c cc mt kinh t, vn ha x hi v t c nhiu thnh tu c bn v c ngha nhiu mt. C bn thnh ph cng nghip trc nm 2020, mt tch cc pht trin, ng vai tr l ng lc pht trin ca vng ng bng sng cu long. Vi quyt tm , t nm 2004 n nm 2008 kt qu t tng gi tr sn xut thnh ph Cn Th tng bnh qun 18,83%/nm, tng sn phm trn a bn (GDP) qua cc nm u tng. Nng nghip Cy nng nghip chnh ca Cn Th l la. Sn lng la ti Cn Th l 1.194,7 tn. Ngoi ra c mt s cy hoa mu khc nhng sn lng khng ng k. Ngnh chn nui Cn Th ch yu l nui heo v gia cm. S lng heo l 2589,3 ngn con, s lng gia cm l 13 ngn con (v b cm gia cm). Cc gia sc khc nh tru b chim s lng khng nhiu. Ngnh thy sn Cn Th ch yu l nui trng. Bn cnh , thnh ph tng cng sn xut hng nng sn cht lng cao vi m hnh a canh bn vng, ng dng mnh thnh tu khoa hc vo sn xut, bo qun nng sn; pht trin mnh cng ngh sinh hc trong lai to ging cy trng, vt nui, a sn lng la, gia sc gia cm, thy sn vt k hoch ra. Cng nghip Cng nghip Cn Th v c bn xy dng c nhiu c s h tng phc v cho cc i tc nc ngoi tc nhp; in hnh l 2 khu cng nghip ti Tr Nc trc thuc qun Bnh Thy. Trung tm Cng ngh Phn mm Cn Th ,Cantho Software Park CSP cng l mt trong nhng d n c Thnh ph quan tm u t pht trin. Tnh hnh sn xut CN nm 2009 tng i n nh, mc d tnh hnh c nhiu kh khn, nhng gi tr sn xut CN vn tng trng; tuy nhin, tc tng trng khng cao; c bit cc thng gn y mc tng trng kh hn cc thng u nm, do cc DN c h tr li sut vay vn sn xut kinh doanh trong gi kch cu ca Chnh ph gim bt kh khn, hot ng sn xut kinh doanh n nh v tip tc pht trin.GVHD: L Th Diu Hin

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Nm 2009, gi tr sn xut CN c thc hin gn 16.653 t ng, t 92% k hoch nm v tng 9,1% so vi cng k nm trc; trong . CN quc doanh c thc hin 1.686 t ng, t 62,46% k hoch v gim 13,35% so vi cng k; CN ngoi quc doanh c thc hin 13.626 t ng, t 96,64% k hoch v tng 28,94% so vi cng k; CN c vn u t nc ngoi c thc hin 1.341 t ng, vt 3,12% k hoch v tng 3,05% so vi cng k. Tnh t u nm 2009 n nay, cc khu CN Cn Th thu ht thm tng cng 21 d n u t mi v 09 d n tng vn m rng sn xut, vi tng vn u t ng k l 268,7 triu USD. ng thi rt giy php 05 d n do qu hn khng trin khai v vi phm hp ng thu t. Cc khu CN Cn Th hin c 187 d n cn hiu lc, din tch t thu 542,2 ha t, vi tng u t ng k l 1,6 t USD; vn thc hin 540,6 triu USD, t t trng 34% tng vn u t ng k. C 138 d n trong tng s 187 d n a vo hot ng sn xut kinh doanh chim 73,8% d n ng k u t. Trung tm CN-tiu th CN Ci Sn-Hng Bng: din tch 38,2 ha, hin c 17 d n ang hot ng, din tch t cho thu l 6,6 ha. Cm CN-tiu th CN th trn Thnh An, huyn Vnh Thnh c UBND thnh ph ph duyt nhim v quy hoch chi tit t l 1/500, vi din tch khong 49,2 ha. Trung tm CN-tiu th CN qun Bnh Thy, c UBND thnh ph ph duyt nhim v quy hoch chi tit t l 1/500, vi din tch khong 66 ha. Trung tm CN-tiu th CN qun Mn, c UBND thnh ph ph duyt nhim v quy hoch chi tit t l 1/500, vi din tch 30,71 ha. Thng mi - Dch v C nhiu siu th v khu mua sm, thng mi ln nh: Co-op Mart, Maximart, Citimart, Vinatex, Best Caring, Siu th in my Si Gn Ch Ln, Khu mua sm Nht Phan Khang, Khu Thng Mi Ty , Trung tm thng mi Ci Kh (gm 3 nh lng v 1 khu n ung). V sp ti l Khu cao c mua sm, gii tr Ty Nguyn Plaza hin ang c xy dng ti khu th mi Hng Ph. Dch v rt a dng: rt nhiu loi hnh dch v v ang dn pht trin mnh nh Ngn hng, Y t, Gio dc, Vn ha x hi,... Hin c rt nhiu chi nhnh ca cc ngn hng ln trn khp c nc ti Tp. Cn Th nhGVHD: L Th Diu Hin

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Vietcombank, Eximbank, Sacombank, Maritime bank, SeaBank, SCB, Ngn hng Qun i, Trust Bank, Vietbank, VietinBank, Gia Dinh Bank, Northern Asia Bank, HSBC, AZN... Hin Cn Th ang m ng nhim v Trung tm dch v ti chnh ngn hng, vi tc pht trin ng th 3 c nc (sau H Ni v TPHCM) Hin Q.Ninh Kiu ang trin khai th nghim loi hnh Ch m hot ng t 18h n 4h sng hm sau. Tnh hnh lu chuyn hng ho trn th trng c bc pht trin tt; sc mua tng kh cao so cng k; cc siu th, cng ty v ca hng t chc nhiu chng trnh khuyn mi v a hng v nng thn y mnh bn ra. Hng ha trn th trng di do, p ng nhu cu sn xut v tiu dng ca nhn dn. Bn cnh , sn xut la v ng xun trng ma, c gi, nng dn c li v phn khi, y l yu t thun li cho kch cu tiu dng. Nm 2009, hng ha bn ra c thc hin 54.144 t ng, vt 0.27% k hoch nm v tng 44,79% so cng k; bn l c t 25.000 t ng, t 100% k hoch nm v tng 21,83% so cng k. Ngoi thng V ngoi thng, KNXK v doanh thu ngoi t cha t so k hoch (t 91%) v gim so cng k nm 2008; ch yu do KNXK thy sn gim. Nguyn nhn ch yu do gi go xut khu nm 2009 gim v nhu cu nhp khu thy sn ca mt s nc hn ch (nht l i vi th trng Nga, hin nay DN Cn Th ch c 02 n v c php xut khu c da trn); bn cnh , ngun nguyn liu cung ng cho ch bin xut khu thy sn khng n nh, do mt s h nui tm, c thiu vn v b l trong nm 2008, nn ct gim lng nui tm, c tra trong nm 2009; mt s hng CN khc nh: may mc, giy dp,... sn xut v xut khu cng gp kh khn do th trng xut khu b thu hp. KNNK t thp so k hoch v gim so cng k nm 2008; nhp khu gim c v lng v gi tr hu ht cc mt hng nguyn, nhin vt liu phc v cho sn xut CN ch bin. Tng gi tr KNXK v doanh thu dch v thu ngoi t c thc hin 843,7 triu USD, t 90,82% k hoch nm v gim 8,1% so cng k nm 2008; trong , xut khu hng ha 814,6 triu USD, t 90,51,% so k hoch v gim 8,5% so cng k; dch v thu ngoi t 29,1 triu USD, tng 0,34% so k hochGVHD: L Th Diu Hin

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v tng gn 7% so cng k. Tng gi tr KNNK c thc hin 450 triu USD, t 61,9% so k hoch v gim 24,4% so cng k. Ch yu do KNNK vt t nguyn liu v vi gim; trong , nhp khu phc v sn xut chim 98,9%. Mt s mt hng nhp khu ch yu nh: phn bn, nguyn liu dc, nng dc, vi, xng du. 3.2 NGNH CNG NGHIP THC PHM NG HP TI VIT NAM Cc mt hng thc phm ng gi rt a dng v chng loi bao gm bnh ko, bnh m, kem, sn phm b sa, qu vt c v ngt, n nhanh dng thanh, thc phm ng gi dng trong ba n chnh, n sn, sp, m ng, m si, thc phm ng hp/bo qun, ng lnh qua ch bin, thc phm sy kh qua ch bin, thc phm p lnh qua ch bin, sn phm du v cht bo, sn phm gia v, thc phm dnh cho tr em, ngui dng km bnh m. Trong lnh vc dch v n ung, n sn cho thy mc tng trng v sn lng ln nht, mc 3%, tip l thc phm p lnh qua ch bin v qu vt c v ngt, c hai sn phm ny tng 2%. iu ny cho thy nhu cu ln v sn phm thun tin t ngi tiu dng, cng nh nhng n lc ca cc nh sn xut nhm p ng s quan tm ca ngi tiu dng v sn phm tt cho sc khe. Hin nay, ngi tiu dng hay la chn nhng sn phm scla en, bnh quy mt c hnh que, cc loi ht sy kh, bnh c dng thanh vi tc dng tng cng nng lng. Trong thi gian ti, sn phm n nhanh theo s thch c d bo ch tng trng nh, t hn 1% v gi tr. Thc phm ng gi dng trong ba n chnh nh c, hi sn ng lnh qua ch bin trong thi gian qua c mc tng trng tt. Nm 2008, gi tr bn hng tng 3%, t 19,5 t bng Anh, trong , sn phm c v hi sn ng lnh qua ch bin c mc tng trng tt nht, t 7%. S thun tin tip tc l mt trong nhng xu hng quan trng ca th trng thc phm. Ngoi ra, vi s gia tng mc quan tm v li ch ca c cho sc khe con ngi, v nhng nh sn xut lun m bo vi ngi tiu dng rng sn phm c ng lnh ca h vn gi nguyn c lng dinh dng c sn ca c, khin ngi tiu dng ngy cng hng s quan tm n nhng sn phm ny hn. n ti hn hp cng cho thy s tng trng tt, gn 7%, tip l sn phm sp, vi mcGVHD: L Th Diu Hin

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tng trng 5% gi tr hin ti, do nhng sn phm ny p ng c nhu cu thun tin v c xem l sn phm tt cho sc khe. Ngy nay, ngi tiu dng ngy cng quan tm n ngun gc ca thc phm, khng ch n thun tm hiu nhm kim sot lng calo v cht bo c trong sn phm nhm d dng thay i khu phn n hng ngy cho ph hp, m h cn quan tm n nhng vn v o c nh qu trnh sn xut sn phm, lng cc - bon thi ra mi trng, nhng tc ng i vi mi trng v nhng vn v mi trng khc. y l nhng im rt khc bit v xu hng tiu dng ca ngi Anh hin nay, h quan tm nhiu hn n v tr ca mnh trn th gii v hu qu t vic tiu dng ca h. Trong thi gian ti, th trng thc phm ng gi c d bo s tng trng vng chc, vi nhiu xu hng tiu th nh nhng sn phm tt cho sc khe hay xu hng nu n ti nh nhiu hn l i n hng do cuc khng hong nh hng n ti tin ca h. Xu hng chnh ca th trng l nhng sn phm thun tin v mi l, do cuc sng si ni nn ngi tiu dng lun tm kim nhng gii php cho mt ba n nhanh v b dng. 3.2.1 Thc phm ng hp30 25 20 15 10 5 0Doanh s bn hng thc phm ng hp (nghn tn) Doanh s bn hng thc phm ng hp (triu la M)

2005 6.85 15.71

2006 7.32

2007 7.83

2008 8.37 19.88

2009 8.59 19.23

2010 8.75 19.3

2011 9.19 21.15

2012 9.66 23.53

2013

2014

10.15 10.67 26.18 29.47

17.14 18.49

Biu 3.1: S liu v d bo doanh s bn thc phm ng hp(Ngun: Tng cc thng k, bo ch thng mi BMI)

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BMI d bo ngnh cng nghip thc phm ng hp ca Vit Nam s tng 24,2% v lng v 48,7% v gi tr doanh s bn hng. Nguyn nhn ch yu l do cuc sng bn rn cng vi li sng hin i cc thnh ph ln dn n nhu cu v cc loi thc phm ch bin sn ngy cng gia tng. Ngi tiu dng ngy nay ang c xu hng quan tm v nhn thc tt hn v ngun gc v v sinh an ton thc phm nhm nng cao cht lng cuc sng. Do , nhng lo lng cho sc khe cng s khuyn khch ngi tiu dng mua thc phm ch bin nhiu hn l s dng ti sng. Hn na, vic u t mnh m c trong v ngoi nc cho ngnh ny lm tng doanh s bn hng. Trong khi , ngi lao ng cc thnh ph ang c xu hng t i n nh hng hn m thay vo h la chn nhng loi thc phm ng hp v ch bin sn tit kim chi ph sinh hot v thc phm ng hp, ch bin thng r hn 20-30% so vi cc loi thc phm ti sng. 3.2.2 Bnh ko ng gi Vit Nam hin ang u t mnh vo ngnh cng nghip cacao, iu ny rt c li cho ngnh bnh ko. Nhiu nc trong khu vc c mc tng trng GDP t trung bnh n cao dn n nhu cu v cc sn phm thng hng tng theo cp s nhn. Tuy nhin, hin nay ngnh sn xut cacao trong khu vc li cha thc s p c nhu cu ny nn vn phi nhp khu cacao cng nh cc mt hng c gi tr gia tng t nc ngoi. S ln mnh ca ngnh cng nghip cacao trong khu vc s khng ch em li li ch cho nhng nng dn trng cacao m cn lm tng cc c hi u t vo ngnh ch bin cacao v gia tng gi tr. Hn na, cc nc ln cn cng s tip cn vi ngun cung cp cacao c gi tr gia tng vi mc gi r tng i r. Nhn chung vic p ng nhng nhu cu i vi nhng loi hng ha xa x ny khng ch cho thy tng trng kinh t mnh m cn gp phn ci thin cc mi quan h thng mi trong khu vc v thu ht u t nhiu hn.

GVHD: L Th Diu Hin

31

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Lun vn tt nghip

450 400 350 300 250 200 150 100 50 0 Doanh s bn hng bnh ko (nghn tn) 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 86.1 89.9 94 97 99.1 100.4 103.9 107.6 111.6 116

Doanh s bn hng - bnh ko 234.3 253.8 272.1 300.5 291.3 292.3 317.8 351.9 390 434.6 (triu USD)

Biu 3.2: S liu v d bo doanh s bn hng mt hng bnh ko(Ngun: Tng cc thng k, bo ch thng mi BMI)

3.2.3 Ngnh ung Th trng ung ca Vit Nam ang pht trin cng vi s pht trin nhanh chng ca nn kinh t. D c s cnh tranh rt cao song cc cng ty nc ngoi vn m rng u t ti Vit Nam v y c xem l mt trong nhng th trng tim nng nht th gii vi s tng trng c kch thch bi s pht trin kinh t v du lch. ung c cn Ngnh ung c cn ca Vit Nam tip tc thu ht c nhiu vn u t nc ngoi, trong mi nht l cng ty Sapporo ca Nht Bn. iu ny c c l nh trin vng pht trin sng sa ca ngnh ung c cn vi nhng kt qu khch l nh: tiu dng trong nc tng do nn kinh t m ca v s pht trin mnh m ca ngnh dch v du lch. BMI d bo doanh s s tng 32,6 % v s lng giai on 2009 2014, cn doanh s v gi tr s tng 41%. Doanh s mt hng bia hin vn chim t trng ln trong doanh s bn hng cc loi ung c cn vn tip tc duy tr v tr ng u ca mnh v mt doanh thu. Nh vic thu ht s quan tm ca c doanh nghip ung trong nc cng nh nc ngoi m sn lng bia d bo s tng vi tc nhanh nht trong giai on 2009 2014, vi mc d bo l 32,8%.GVHD: L Th Diu Hin

32

SVTH: Lu B t

Lun vn tt nghip

Vi tc tng trng kinh t nhanh v thu nhp sau thu ca ngi dn ngy cng cao, Vit Nam hin l mt th trng hp dn cho cc nh sn xut bia. BMI d bo tng trng v doanh thu mt hng ny s chim khong 4,4% GDP vo nm 2010. Ngoi ra, ngnh dch v du lch v mt lng ln dn s di c sang Vit Nam cng l nguyn chnh tc ng mnh m v tch cc i vi s pht trin ca ngnh ung bia. Mc d chi ph u vo cao v chnh sch tin t ca chnh ph ngy cng cht ch nhm kim ch lm pht, nhng sn xut bia vn tip tc tng 14% trong 6 thng u nm 2008. (Theo Hip hi Bia - Ru - Nc gii kht Vit Nam). Mc d gi c tng t 10-20% trong 6 thng u nm 2008, nhng s lng khch du lch ti nh hng v qun gii kht vn tip tc tng mnh. Hip hi Bia - Ru - Nc gii kht Vit Nam cho bit tiu th bia theo u ngi s tng mc hin ti l 18 lt ln 28 lt vo nm 2010. Tuy nhin, BMI vn d bo doanh s i vi mt hng ru vang v ru mnh vn trn tng trng t nay cho n nm 2014, nhng vi tc khng cao. C hai u c s pht trin tng i cha trng thnh do thiu vn u t v gi bn kh cao so vi cc mt hng ung khc. Nhng trong thi gian ti, hai yu t trn khng cn ng lo ngi do (1) kh nhiu nh sn xut ung c cn ti Vit Nam chuyn hng t chuyn mt hng bia sang phn on th trng cha bo ha v c tim nng tng trng cao; v (2) khi thu nhp tng ln th ngi tiu dng bt u chuyn sang nhng mt hng nhy cm v gi. C ph L nc xut khu c ph ng th hai th gii ch sau Braxin nhng ngnh c ph Vit Nam hin vn ch c th mnh v xut khu trong khi tiu dng trong nc ch chim mt t trng rt nh m ch yu ch l dn thnh th. Tuy nhin, vi nhng n lc ca ngnh nhm gia tng gi tr v li nhun, tiu th trong nc ang c xu hng tng dn ln v d on chim khong 10% tng sn lng trong v ma 2009. Gi c ph th gii n nh to nhiu c hi hn cho ngi nng dn v doanh nghip xut khu c ph Vit Nam, ng gp khong 42% tng sn lng trong giai on 2004 2008. Cng trong giai on ny, tiu th trong nc tng ln gp 3 ln.

GVHD: L Th Diu Hin

33

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Lun vn tt nghip

C hi vn cn rt rng m cho cc nh sn xut c ph Vit Nam. GDP tng trng mnh thc y nhu cu s dng cc loi thc phm v ung Ngoi ra, dn s Vit Nam kh tr, nn thi quen vo qun v ung c ph ngy cng ph bin hn. BMI d bo doanh thu cc loi ung (bao gm c ph v ch) s tip tc tng 67,6% v gi tr trong giai on 2009 2014 do thi quen s dng ca ngi dn cng nh nhng chin dch qung co v marketing ca cc doanh nghip. Tuy nhin, bi ton kh l lm th no khai thc ht nhng c hi tim nng ny. Cc nh xut khu ang phi i mt vi nhu cu tiu dng ht c ph Arabica cht lng ngy cng cao t pha cc nh nhp khu trn th gii. Hin ti, vi mc thu nhp kh dng cn hn ch ti cc th trng mi ni, vic thay th c ph Robusta bng Arabica khng phi l vic mt sm mt chiu m xy ra c; nhng vi yu cu v cht lng ngy cng cao cc nh xut khu Vit Nam cn phi tnh n trng hp ny. ung pha ch sn khng c cn Mc d cha c con s chnh xc v doanh s ung pha ch sn khng cn, nhng BMI d on tiu th loi ung ny s c chiu hng tch cc ging nh ung c cn. Cc yu t chnh tc ng tch cc i vi ngnh ung khng cn bao gm: tng trng kinh t, qu trnh th ha, u t nc ngoi v du lch pht trin. Mc d ngi tiu dng Vit Nam vn cn kh quan tm ti vn li sng lnh mnh cho d nhng nh hng phng Ty tc ng ti thi quen tiu dng nhng BMI vn cho rng ung pha ch sn khng cn s t c tc tng trng cao nht trong ngnh cng nghip nc gii kht ti Vit Nam t nay cho n nm 2014. 3.3 THC TRNG TIU DNG THC PHM NG HP TI CN TH THNG QUA CC MU NGHIN CU Trn th trng hin c rt nhiu loi thc phm ng hp khc nhau c sn xut p ng nhu cu, th hiu ngy cng cao v a dng ca ngi tiu dng. Thc phm ng hp c th c chia thnh 8 nhm chnh c phn loi theo ngun gc to ra cc loi thc phm ng hp bao gm:

GVHD: L Th Diu Hin

34

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Lun vn tt nghip

1. Thc phm ng hp ch bin t rau nh: da chua cc loi

Da rau mung

Sauce c chua

2. Thc phm ng hp ch bin t qu: nc p tri cy cc loi, mc cc loi, thch da,

Nc p tri cy

Mt b

3. Thc phm ng hp sn xut t tinh bt nh: cc loi bnh, m gi

Bnh qui

M gi

4. Thc phm ng hp ch bin t tht nh: tht ng hp cc loi, pate, xc xich, ch la

Pate lm t tht heoGVHD: L Th Diu Hin

Cari lm t tht g35SVTH: Lu B t

Lun vn tt nghip

5. Thc phm ng hp ch bin t thy sn

C mi 6. Thc phm ng hp ch bin t sa

Sa ti

Sa chua

7. Sn phm ung: ru, bia cc loi, ung c cn, nc ngt c gas

Bia

Nc ngt c gas

8. Nguyn liu, gia v

Ht nm Qua nghin cu kho st cc i tng sinh sng trn a bn qun Ninh Kiu, TP.Cn Th ta thy c nhu cu v s dng cc loi thc phm ng hp nh sau:GVHD: L Th Diu Hin

36

SVTH: Lu B t

Lun vn tt nghip

Bng 3.2: Cc loi thc phm ng hpCc loi TPH TPH ch bin t rau TPH ch bin t qu TPH ch bin t tinh bt TPH ch bin t tht TPH ch bin t thy sn TPH ch bin t sa Sn phm ung Nguyn liu,gia v Tng Tr li Quan st 14 44 38 52 38 76 86 48 396 (Ngun: s liu iu tra trc thc t ca tc gi nm 2011) Phn trm(%) 3,5 11,1 9,6 13,1 9,6 19,2 21,7 12,1 100

Qua bng kt qu iu tra cho thy, c 21,7% ngi tiu dng s dng sn phm ung c th thy c mt hng sn phm ung ang rt ph bin c ngi dn tiu th mnh nht nh cc loi bia, cc loi ung c cn, cc loi nc c gas, cafe, tr...K n l cc loi thc phm ng hp c ch bin t sa chim 19,2% nh cc loi sa bt, sa ti,....Cc loi thc phm ng hp c ch bin t tht chim 13,1% v thu sn chim 9,6% cng ang c nhiu ngi la chn nh cc sn phm: tht ng hp, pate, xc xch, cc loi c mi dng trong ba n hng ngy...Nguyn liu, gia v cng l phn khng th thiu trong quyt nh tiu dng thc phm ng gi dnh cho ba n chim 12,1%. Cc loi thc phm ng hp ch bin t qu bao gm hp nc qu cc loi nc p tri cy, hp mc qu nh mc nhuyn, mc ng, mc kh; cc loi thc phm ng hp ch bin t tinh bt nh cc loi bnh qui,bnh hp; cc loi thc phm ng hp ch bin t rau nh hp rau t nhin, hp rau ngm gim, hp rau mui chua, cc loi sauce c chuachim t l ln lt l 11,1%, 9,6%, 3,5%.GVHD: L Th Diu Hin

37

SVTH: Lu B t

Lun vn tt nghip

S a dng v chng loi ca thc phm ng hp tha mn c nhu cu tiu dng phong ph ca ngi dn Cn Th. c bit, mt hng ung v cc loi thc phm ng hp ch bin t sa ang c tiu th mnh. Do s pht trin v kinh t v dn s trn a bn thnh ph trong nhng nm gn y y mnh nhu cu v hai loi mt hng ny. C th thy cc qun caf, qun n, qun nhu ang ua nhau mc ln mi ng ngch trong thnh ph, y l nhng ni tiu th mnh nht cc mt hng nh bia, ru, nc ngt c gas Dn s v thu nhp trung bnh ca ngi dn tng l nguyn nhn cc loi thc phm ng hp t sa c nhu cu cao, ch yu l cc loi sa bt, sa ti dnh cho em b v cc loi sa b sung dinh dng tng kh nng khng v nng cao sc khe.

Bng 3.3: Bng thng k tnh hnh mua smS ln mua 1-2 ln 3-4 ln 5-6 ln Tng Phn trm% Ni mua hng Siu th 37 10 8 55 45,8 Ch 15 12 3 30 25 Ca hng tp ho 20 9 6 35 29,2 Tng 72 31 17 120 100 Phn trm% 60 25,8 14,2 100

(Ngun: Kt qu iu tra thc t ca tc gi, nm 2011)

40 35 30 25 20 15 10 5 0

37

20 15 10 12 9 8 6 3

Siu th Ch Ca hng tp ho

1-2 ln

3-4 ln

5-6 ln

Hnh 3.3: Tnh hnh mua sm

GVHD: L Th Diu Hin

38

SVTH: Lu B t

Lun vn tt nghip

Qua quan st cho thy s ln mua thc phm ng hp trung bnh hng tun ca ngi dn l 1-2 ln/tun chim 60% tng s quan st v ni mua sm thng xuyn v c nhiu ngi la chn nht l ti cc siu th chim t l 45,8%, k n l 3-4 ln/tun chim t l 25,8% v a im mua sm k tip c ngi tiu dng la chn l cc ca hng tp ho chim 29,2% tng s mu quan st, 5-6 ln/tun chim 17,14% v c 25% s ngi cn li mua cc loi thc phm ng hp ti cc ch knh phn phi rt quen thuc ca ngi dn Vt Nam t xa n nay. Qua phn tch trn cho thy ngi tiu dng trn a bn qun Ninh Kiu c nhu cu rt cao trong vic s dng thc phm ng hp trong cuc sng hng ngy bn cnh nhng thc phm ti sng truyn thng. Vi cuc sng hin i, cng vic, thi gian lun bn rn th s thun tin ca cc loi thc phm ng hp tr thnh xu hng quan trng ca th trng thc phm, vn cung cp y cht dinh dng m ngi tiu dng mong mun cho mt ba n thit yu hng ngy cc loi thc phm ng hp cn b sung thm vitamin, cht khongch bin nhanh gn, d dng, bo qun c lu. Ngi tiu dng ngy nay rt quan tm n cht lng ca thc phm h thay i thi quen tiu dng chuyn t thi quen mua sm ti cc ch, ca hng tp ho sang knh phn phi mi l cc siu th, ni c rt nhiu chng loi sn phm p ng nhu cu a dng ca ngi tiu dng v siu th l ni m hng ho lun c kim nh cht lng trc khi c by bn.

GVHD: L Th Diu Hin

39

SVTH: Lu B t

Lun vn tt nghip

CHNG 4 KT QU NGHIN CU V THO LUN

4.1 C IM MU PHN TCH 4.1.1 Kt cu gii tnh ca i tng nghin cu

41% Nam N

59%

Hnh 4.1: Biu th hin gii tnh

Qua biu cho thy phn b gii tnh trong tng s mu quan st nh sau gii tnh n chim t l 59%, nam chim t l 41%. Kt qu cho thy gia nam v n u c nhu cu s dng thc phm ng hp nhng n gii chim nhiu hn v i b phn h l nhng ngi s m nhn nhim v nu nng nn h s quyt nh vic mua sm, chi tiu cc loi thc phm cho gia nh v cc loi thc phm ng hp chnh ca nhm khch hng n l cc loi thc phm ng hp c dng trong cc ba n hng ngy, cc loi sa, bnh, nguyn liu gia v dng nu nng, cc loi nc p tri cyCn i vi nam gii th nhm sn phm ung c tiu th nhiu hn bn cnh nhng loi thc phm ng hp dng n. 4.1.2 Mc thu nhp hng thng ca i tng nghin cu Bng 4.1: Bng thu nhp ca i tng nghin cuThu nhp Di 2tr 2-4tr Trn 4-6 tr Trn 6 Tng Tn sut 14 57 31 18 120 Phn trm(%) 11,7 47,5 25,8 15,0 100

(Ngun: s liu iu tra thc t ca tc gi nm 2011)

GVHD: L Th Diu Hin

40

SVTH: Lu B t

Lun vn tt nghip

Qua thng k cc i tng nghin cu cho thy thu nhp trung bnh chim t l cao nht l t 2-4 triu chim t l 47,5%, k n l t 4-6 triu chim t l 25,8%, mc thu nhp trn 6 triu chim t l 15% v cui cng mc thu nhp di 2 triu chim t l 11,7%. Ngi tiu dng s dng Cn Th c mc thu nhp trung bnh kh tr ln, ring vi nhm sinh vin do cha i lm nn thu nhp ch yu l ca gia nh cho. Ngy nay, c rt nhiu loi thc phm ng hp vi cc mc gi khc nhau p ng mi nhu cu s dng v ph hp vi ti tin ca tng i tng, khng ch ngi cao thu nhp mi c th mua c m n cn p ng c nhm i tng l sinh vin t nhng sn phm cao cp nh ru, cc loi thc phm chc nngcho n nhng sn phm bnh dn nh m gi, ph bin nh bnh ko 4.1.3 Ngh nghip v trnh hc vn ca i tng nghin cuHc sinh/sinh vin10% 14% 14%

Cng chc/vin chc Cn b qun l Lm ngh t do27% Cng nhn/nhn vin

19% 10% 6%

T kinh doanh/bun bn nh Ni tr

Hnh 4.2: Ngh nghip i tng nghin cu

Qua kt qu iu tra cho thy ngh nghip ca i tng c iu tra rt phong ph, a dng chim t l cao nht l cng chc/vin chc chim t l 26,7%, k n l cng nhn/nhn vin chim t l 19,2%, hc sinh sinh vin v ngi t kinh doanh/bun bn nh chim s lng bng nhau cng chim t l 14,2%. Ngi tiu dng lm ngh t do v ni tr cng c s quan st bng nhau chim t l 10%. Cui cng l i tng cn b qun l 7 ngi chim t l 5,8%. S phong ph v ngh nghip ca i tng nghin cu gip cho ti mang tnh i din cao, mi ngh nghip i din cho mt tng lp v c hnh vi s dng khc nhau, nh vo tnh i din ny ta c th suy rng ra tng th a bn TP.Cn th, i tng c nhu cu s dng thc phm ng hp nhiu nht l nhm cng chc/vin chc v sinh vin y l b phn tri thc c qu thi gianGVHD: L Th Diu Hin

41

SVTH: Lu B t

Lun vn tt nghip

hn hp nn thc phm ng hp l gii php tiu dng c h la chn vi cc sn phm nh tht, thy sn ng hp phc v cho cc ba n chnh, m gi l sn phm quen thuc ca sinh vin cho bui n sng, cc sn phm bia, nc gii kht dng trong cc bui ticNhng y l nhm khch hng c yu cu cao trong vic s dng thc phm ng hp v cc tiu ch cht lng cng nh m bo VSATTP.20% 4%

Trn H H-C Trung cp Trung hc ph thng

23%

53%

Hnh 4.3: Trnh hc vn i tng nghin cu

Qua biu cho thy trnh hc vn ca i tng nghin cu ch yu Trnh H C chim t l 53,3%, tip n l trnh trung cp chuyn nghip chim t l 22,5%, trung hc ph thng chim t l 20%. Cui cng l trnh trn H chim t l 4,2%. 4.1.4 Tnh trng hn nhn

32% c thn c gia nh

68%

Hnh 4.4: Tnh trng hn nhn

Qua kt qu iu tra ngi tiu dng c nhu cu s dng thc phm ng hp th c ti 68% vn cn c thn, s cn li l c gia nh 38 ngi (chim t l 32%). iu ny cng cho thy rng ngi sng c thn c nhu cu s dng thc phm ng hp rt cao v tnh tin li ca thc phm ng hp gip h tit kim c thi gian nu nng, chun b m vn c th cung cp y calo v cht dinh dng cn thit. Cn i vi cc i tng c gia nh h c th chia s thi gian chun b ba cm cho gia nh bng cc loi thc phm ti sng bn cnh h vn c nhu cu i vi cc loi thc phm ng gi b sung thm cht dinh dng nh cc loi tht, thu sn ng hp v cc loi sa...

GVHD: L Th Diu Hin

42

SVTH: Lu B t

Lun vn tt nghip

4.1.5 Tng kt c im ca i tng nghin cu trong ti Bng 4.2: Bng kt hp gia ngh nghip v thu nhpThu nhp Di 2tr 12 70,6 18 56,2 12 37,5 7 100 6 50 14 60,9 7 41,2 7 41,2 2-4tr Trn 4-6 tr Trn 6tr

Ngh nghip Hc sinh/sinh vin Phn trm ngh nghip (%) Cng chc Phn trm ngh nghip (%) Cn b qun l Phn trm ngh nghip (%) Lm ngh t do Phn trm ngh nghip (%) Cng nhn/nhn vin Phn trm ngh nghip (%) T kinh doanh/bun bn nh Phn trm ngh nghip (%) Ni tr Phn trm ngh nghip (%)

Tng 17 100 32 100 7 100 12 100 23 100 17 100 12

58,3

100

(Ngun: s liu iu tra thc t ca tc gi nm 2011)

i tng nghin cu ca ti gm mi thnh phn vi mc thu nhp khc nhau. nhm c mc thu nhp di 2 triu/thng ch yu l cc i tng hc sinh/sinh vin y l nhm tr nng ng c nhu cu v cc loi thc phm ng hp nh cc loi thc ung c gas, cc sn phm sa, cc loi bnh ko, c bit l m gi. i vi nhm c mc thu nhp t trn 2 triu/thng n di 6 triu/thng th thnh phn ch yu l cng chc/vin chc, cng nhn/nhn vin y l nhm i tng c nhu cu s dng thc phm ng hp rt cao v do cng vic bn rn khng c thi gian v phn ln l sng c thn, y l nhm c thu nhp tng i kh so vi mt bng thu nhp chung ca ngi dn trn a bn TP.Cn Th nn nhu cu chi tiu ca h rt a dng v phong ph v tt c cc chng loi thc phm ng hp. Cui cng, nhm c mc thu nhp kh cao trn 6 triu/thng ch yu l thnh phn cn b qun l v ngi lm ngh t do, nhm ny hu ht c gia nh nn nhu cu v tiu dng thc phm ng hp ch mc tng i tp trung vo cc mt hng thc phm nh ru,

GVHD: L Th Diu Hin

43

SVTH: Lu B t

Lun vn tt nghip

bia, cc loi sa ti, sa bt dnh cho tr, cc sn phm t tht, thu sn, cc loi thc ung b sung dinh dng v vitamin. 4.2 KIM NH CC MI QUAN H 4.2.1 Kim nh mi quan h gia ngh nghip ca i tng nghin cu vi s ln mua thc phm ng hp (kim nh Chi-spuare) Bng 4.3: Kt qu kim nh mqh gia ngh nghip v s ln mua TPHS ln mua TPH (ln/tun) Ngh nghip 1-2 ln 11 21 3 7 14 8 8 Tng 72 Phn trm (%) 15,3 29,2 4,2 9,7 19,4 11,1 11,1 100 3-4 ln 4 7 2 4 5 5 4 31 Phn trm (%) 12,9 22,6 6,5 12,9 16,1 16,1 12,9 100 5-6 ln 2 4 2 1 4 4 0 17 Phn trm (%) 14,2 26,7 5,8 10 19,2 14,2 12 100

Hc sinh/sinh vin Cng chc/vin chc Cn b qun l Lm ngh t do Cng nhn/nhn vin T kinh doanh/bun bn nh Ni tr

(Ngun: s liu iu tra thc t ca tc gi nm 2011)

Kt qu kim nh Chi-square vi mc tin cy 95% cho thy p= 0.88 > = 0.05 ta chp nhn H0 c ngha l khng c mi quan h gia ngh nghip ca i tng nghin cu v s ln m h mua thc phm ng hp/tun. 4.2.2 Kim nh mi quan h gia thu nhp v s ln m ngi tiu dng quyt nh mua thc phm ng hp trong mt tun Bng 4.4: Kt qu kim nh mqh gia thu nhp v s ln muaS ln mua TPH Thu nhp 1-2 ln 9 43 12 8 72 Phn trm (%) 12,5 59,7 16,7 11,1 100 3-4 ln 4 12 11 4 31 Phn trm (%) 12,9 38,7 35,5 12,9 100 5-6 ln 2 2 8 5 17 Phn trm (%) 11,8 11,8 47,1 29,4 100

Di 2tr 2-4tr Trn 4-6 tr Trn 6 Tng

(Ngun: s liu iu tra thc t ca tc gi nm 2011)

GVHD: L Th Diu Hin

44

SVTH: Lu B t

Lun vn tt nghip

Kt qu kim nh Chi-square vi mc tin cy 95% cho thy p = 0,009 < = 0,05 ta bc b H0 ngha l c mi quan h gia thu nhp v s ln m ngi tiu dng quyt nh mua thc phm ng hp trong mt tun. Trong nhm c thu nhp t 2-4 triu/thng c 75,4% ngi mua thc phm ng hp 1-2 ln/tun v qua quan st cng cho ta thy khi thu nhp ca ngi tiu dng cng cao th nhu cu s dng thc phm ng hp cng t li, c th l gii cho iu ny nh sau i vi ngi c thu nhp trn 6 triu/thng a phn y l s ngi c gia nh nhu cu v dinh dng trong ba n ca h rt cao v phi m bo l thc phm ti nn h thng mua cc loi thc phm ti sng hay qua s ch ch bin nhng mn n. H vn c nhu cu s dng thc phm ng hp nh cc loi sa, cc loi nc p tri cy ti, nguyn liu gia v. 4.2.3 Kim nh gia thu nhp vi ni mua thc phm ng hp Bng 4.5: Kt qu kim nh mqh gia thu nhp v ni muaNi mua hng Thu nhp Siu th 8 25 13 9 55 Phn trm (%) 14,5 45,5 23,6 16,4 100 Ch 2 15 9 4 30 Phn trm (%) 6,7 50 30 13,3 100 Ca hng tp ha 5 17 9 4 35 phn trm (%) 12,5 47,5 25,8 14,2 100

Di 2tr 2-4tr Trn 4-6 tr Trn 6 Tng

(Ngun: s liu iu tra thc t ca tc gi nm 2011)

Kt qu kim nh Chi-square vi mc tin cy 95% cho thy p = 0,931> = 0,05 ta chp nhn H0 ngha l khng c mi quan h gia thu nhp v ni m ngi tiu dung la chn mua thc phm ng hp. Kt qu cho ta thy d ngi tiu dng c thu nhp cao hay thp th siu th vn l knh phn phn c nhiu ngi la chn nht v siu th l ni mua sm tt c uy tn. 4.2.4 Kim nh mi quan h gia tnh trng hn nhn ca i tng nghin cu v s ln mua thc phm ng hp Kt qu kim nh Chi-square vi mc ngha l 95% cho thy p = 0,281> = 0,05 ta chp nhn H0 ngha l khng c mi quan h gia tnh trng hn nhn v nhu cu s dng thc phm ca ngi tiu dng. Trong cuc sng ngy nay, thc phm ng hp dn tr thnh loi thc phm ph bin, i vi nhngGVHD: L Th Diu Hin

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ngi c thn thc phm ng hp l gii php tt gip h c c mt ba n cht v gip tit kim thi gian c bit l nhng ngi khng bit nu nng, cn i vi nhng ngi c gia nh th nhu cu ca h i vi cc loi thc phm ng hp l b sung, h tr thm cho ba n. Cc loi thc phm ng hp lun c mt ti mi gia nh nh cc loi gia v, nguyn liu trong nh bp, cc loi sa, nc p tri cy trong t lnh, c bit trong cc dp l, Tt th khng nh no thiu cc loi bnh, mc, ko 4.3 NH GI MC QUAN TRNG V TIU CH CHT LNG KHI CHN MUA THC PHM NG HP CA NGI TIU DNG Bng 4.6: nh gi v cc tiu ch cht lngCc tiu ch m bo dinh dng C ngun gc t nhin Khng s dng ph gia, cht bo qun Thi gian bo qun Cng ngh ch bin Hp khu v im trung bnh 4,3333 4,2667 4,4917 4,075 4,175 4,383 lch chun 0,77061 0,77496 0,69809 0,85172 0,80610 0,65058 ngha Rt quan trng Rt quan trng Rt quan trng Quan trng Quan trng Rt quan trng

Gi tr khong cch = ( Maximum Minimum )/n = (5 1)/5 = 0,8 Gi tr trung bnh: 1 1,8 1,81 2,6 2,61 3,4 3,41 4,2 4,21 5 Rt khng quan trng Khng quan trng Bnh thng Quan trng Rt quan trng

Vi thang o Likert 5 mc t hon ton khng quan trng n rt quan trng gip ngi tiu dng nh gi v cc tiu ch khi la chn thc phm ng hp kt qu cho thy c ti 51% ngi tiu dng cho rng vic m bo dinh dng ca cc loi thc phm ng hp rt quan trng. 45% ngi cho rng cc loi thc phm ng hp phi c ngun gc t nhin l rt quan trng, vic la chn cc loi thc phm u vo sn xut ra thc phm ng hp cn phi c la chn k lng v gn y cc bnh dch bng pht i vi cc loi gia cm, gia sc nh bnh l mm long mng heo, b, dch cm gia cn H5N1,GVHD: L Th Diu Hin

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bnh heo tai xanh gy thit v tnh mng v sc kho ngi tiu dng bn cnh l cc loi rau, c s dng thuc tng trng, kch thch, d dng thuc tr su cao m y li l cc loi nguyn liu ph bin sn xut ra cc loi thc phm ng hp t tht, thu sn, rau qu. Gn 70% s ngi tiu dng cho rng vic chn la cc loi thc phm ng hp khng s dng cht ph gia, bo qun l rt quan trng y chnh l yu t c nhiu ngi tiu dng quan tm nht hin nay khi trn th trng xut hin hng lot cc loi thc phm c nh sn xut s dng cc cht ph gia, cht bo qun thm vo thc phm lm tng hng v thm ngon, s dng phm mu ho hc lm mu sc thc phm bt mt ngi tiu dng nh cc loi hng the, formol, sudancc cht ph gia ny gy nh hng rt ln n sc kho ngi tiu dng m cn bnh ph bin nht l ung th c nguy c t vong cao. 39,2% ngi tiu dng cho rng thi gian bo qun, lu tr c nh hng rt quan trng n cht lng ca thc phm ng hp v tnh tin li v tit kim thi gian ca cc loi thc phm ng hp nn ngi tiu dng thng mua nhiu v d tr trong t lnh s dng dn, do trong qu trnh bo qun yu cu thc phm phi khng b h hng, thay i mu sc v vn gi nguyn c cc cht dinh dng. 41% s ngi tiu dng cho rng cng ngh ch bin ra cc loi thc phm ng hp l rt quan trng trong tiu ch cht lng, tt c cc loi thc phm ng hp u tri qua mt qui trnh, cng ngh ch bin do phi m bo yu cu v cc yu t vt l nh bao b sn phm, m bo khi lng tnh v khi lng bao b; m bo cc ch tiu v ho hc ch yu l nng ng, acid, mui; v vi sinh vt phi m bo hp khng b h hng do vi sinh vt, khng c vi sinh vt gy bnh, lng tp trng khng qu qui nh. V cui cng thc phm ng hp phi hp vi khu v ca ngi tiu dng, nhiu ngi cho rng thc phm ng hp mn v nh sn xut a vo mt lng mui ng k nhm ko di thi gian s dng ca thc phm ng hp. Nhng thc t th khng phi nh vy ty theo nghin cu khu v ca tng a phng ni phn phi mt hng thc phm ng hp m nh sn xut s dng loi gia v thch hp. Chng hn, hp xut vo Nam th thng c v ngt hn, vo min Trung th v cay nhiu hn

GVHD: L Th Diu Hin

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4.4 PHN TCH HNH VI CA NGI TIU DNG I VI CC LOI THC PHM NG HP XUT X T TRUNG QUC 4.4.1 Phn tch cc tiu ch nh hng n quyt nh mua thc phm ng hp c xut x t TQ ca ngi tiu dng 4.4.1.1 H s tin cy Cronbach Alpha ti a ra 19 nhn t phn tch nhng yu t nh hng n quyt nh s dng thc phm ng hp ca ngi tiu dng. o lng s nh hng ca cc yu t ny s thang o Liker thang im t 1 n 5 (vi 1: rt khng nh hng, 5 rt nh hng). Fi = w1X1 + w2X2+ w3X3 + w4X4 + w5X5 + w6X6 + w7X7 + w8X8 + Vw9X9 + w10X10 + w11X11 + w12X12 + w13X13 + w14X14+ w15X15 + w16X16 + w17X17 + w18X18 + w19X19 Trong : bin ph thuc Fi l quyt nh mua ca ngi tiu dng Bng 4.7: Din gii cc bin nh hng n quyt nh mua TPHBin X1 X2 X3 X4 X5 X6 X7 X8 X9 X10 X11 X12 X13 X14 X15 X16 X17 X18 X19 Thng hiu Dinh dng Ngun gc TN Ph gia, cht bo qun Thi gian bo qun Cng ngh ch bin Chng loi Mu sc, kiu dng Qung co Da vo thi quen s dng kin ngi s dng trc Xut x sn phm Thnh phn sn xut sn phm Hp khu v C mc kim nh CL C ghi thi gian s dng D tm mua Gi c hp l Tnh tin li Din gii

GVHD: L Th Diu Hin

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Kt qu kim nh Cronbach alpha cho thy (xem ph lc 4) bin X10 Da vo thi quen s dng c gi tr Cronbach Alpha nu loi b bin l 0,864 ln hn h s Cronbach Alpha chung l 0,863 nn s xem xt loi b bin X10. Vic loi b bin X10 s lm tng tin cy ca thang o. KMO l mt ch tiu dng xem xt s thch hp ca EFA nhn t khm ph, 0,50,5 nn EFA rt ph hp vi d liu. Thng k Chi-square ca kim nh Bartlett test =809,781 vi mc ngha 0,000, do vy cc bin quan st c tng quan vi nhau. Phng sai trch t 67,69% th hin rng nhn t c rt ra gii thch c 67,69% bin thin d liu. im dng Eigenvalue = 1,681>1 thang o c chp nhn Bng 4.13: Ma trn cc nhn t sau khi xoayBin X1 X2 X3 X4 X5 X9 X0 X11 X12 X13 X6 X8 X14 X15 X7 Tn bin m bo dinh dng C ngun gc t nhin Thng tin v thnh phn ca sn phm Cng ngh ch bin Uy tn thng hiu Khng s dng ph gia cht bo qun Bit c xut x r rng ca thc phm C mc kim nh, chng nhn C ghi thi hn s dng r rang Thi gian bo qun lu Tnh tin li ca sn phm D tm mua Gi c hp l a dng v chng loi Hp khu vGVHD: L Th Diu Hin

Cc bin 1 0.721 0.769 0.792 0.752 0.697 0.854 0.865 0.799 0.777 0.510 0.602 0.707 0.817 0.822 0.501 57SVTH: Lu B t

2

3

Lun vn tt nghip

X17 X18 X19

Da vo thi quen s dng Do kin ca ngi trc c qung co rng ri 8,079 44,88 2,426 58,36 0,922

0.844 0.856 0.733 1,681 67,69

- Gi tr Eigenvalue - Phng sai trch - Gi tr Cronbach Alpha

3 nhm nhn t c rt trch bao gm: Nhm nhn t F1 bao gm nhiu bin th hin mc nh hng n tiu ch la chn thc phm ng hp c cht lng nn nhm ny c t tn l nhm Cht lng v v sinh an ton thc phm phm tng quan mnh vi cc bin sau: X1: m bo dinh dng, X2: C ngun gc t nhin, X3: Thng tin v thnh phn sn xut sn phm, X4: Cng ngh ch bin, X5: Uy tn thng hiu, X9: Khng s dng ph gia, cht bo qun, X10: Bit c xut x r rng ca thc phm, X11: C mc kim nh chng nhn ca c quan chc nng, X12: C ghi thi hn s dng trn bao b sn phm, X13: thi gian bo qun lu Nhm nhn t F2 c t tn l Gi c v tin ch ca sn phm c tng quan cht ch vi cc bin X6: Tnh tin li ca sn phm, X8: D tm mua, X14: Gi c hp l, X15: a dng v chng loi Nhm nhn t F3 c t tn l Cm nhn v phng thc tip cn c tng quan mnh m vi cc bin sau X7: Hp khu v, X17: Da vo thi quen s dng, X18: Do kin ngi s dng trc, X19: c qung co, tuyn truyn rng ri

Bng 4.14 : Thng k m t mc hi lng ca ngi tiu dngNhm nhn t Cht lng v VSATTP Gi c v tin ch sn phm Cm nhn v phng thc tip cn Ti thiu 1,30 3,00 1,25 Ti a 4,70 5,00 4,75 Trung bnh 2,9010 4,0434 3,3367 lch chun 0,77519 0,56649 0,68310

Vi thang o hi lng 5 mc ta c th thy c ngi tiu dng khng hi lng v nhm yu t cht lng v VSATTP ca thc phm ng hp TQGVHD: L Th Diu Hin

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vi mc im trung bnh 2,901. Ngi tiu dng cm thy hi lng v yu t gi c v tin ch sn phm v s a dng ca mu m, chng loi nn h c nhiu s la chn vi cc mc gi cnh tranh (4,043). Yu t cm nhn v phng thc tip cn 3,336 mc bnh thng. 4.4.4.2 M hnh hi quy Binary Logistic nh gi mc hi lng ca ngi tiu dng v cc yu t khi s dng thc phm ng hp c ngun gc, xut x t TQ ta s dng m hnh hi quy Binary logistic nh sau: Y = B0 + B1F1 + B2F2 + B3F3 Vi: F1: Cht lng v v sinh an ton thc phm F2: Gi c v tin ch sn phm F3: Cm nhn v phng thc tip cn Bi: L h s ca Fi Y: l s hi lng ca ngi tiu dng v Y nhn gi tr t 0 n 1 Nu Y ln hn hoc bng 0.5 u c ngha l ngi tiu dng cm thy hi lng v cc thuc tnh m thc phm ng hp Trung Quc mang li. Nu Y nh hn 0.5 th c th kt lun rng ngi tiu dng cha cm thy hi lng v cc thuc tnh m thc phm ng hp Trung Quc mang li. Kt qu ca hi qui Binary Logistic Kt qu bng 4.16 cho thy ph hp tng qut c mc ngha quan st sig. = 0,000 nn ta bc b H0: B0 = B1 = B3 . Ngha l t hp lin h tuyn tnh ca ton b cc h s trong m hnh c ngha trong vic gii thch cho bin ph thuc, gi tr - 2Log Likelihood = 112,67 v Nagelkerke R Square = 26,1% cho thy 26,1% bin ph thuc Y c gii thch bi cc bin c lp X. Bng 4.15: Kim tra mc chnh xc ca d boQuan st La chn La chn Khng hi lng Hi lng Khng hi lng 46 17 Hi lng 10 25 82,1 59,5 72,4GVHD: L Th Diu Hin

D bo Phn trm

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Mc chnh xc ca d bo c th hin qua bng Classification, bng ny cho thy trong 63 trng hp khng hi lng vi thc phm ng hp ca TQ m hnh d on ng 46 trng hp t l trng l 82,1%. Cn i vi 25 trng hp hi lng vi vic s dng cc loi thc phm ng hp ca TQ th m hnh d on sai 10 trng hp t l trng l 60%. T ta tnh c t l d on ng ca m hnh l 72,4% Bng 4.16 th hin kt qu ca kim nh Wald (kim nh gi thuyt hi quy khc khng). Nu h s hi quy B0 v B1 u bng 0 th t l chnh lch gia cc xc sut s bng 1, tc xc sut s kin xy ra hay khng xy ra nh nhau, lc m hnh hi quy khng c tc dng d on. Bng 4.16: Kt qu kim nh Wald v ngha ca h s hi quiBin gii thch F1:Cht lng v VSATTP F2:Gi c v tin ch sn phm F3:Cm nhn v phng thc tip cn Hng s S mu B 0,974 0,114 0,472 -,345 S.E. 0,258 0,232 0,278 0,231 Wald 14,279 0,239 Sig. 0,000* 0,625

2,880 0,090*** 2,224 0,136 98 0,000 112,67 0,261

sig. -2Log Likelihood Nagelkerke R Square

Ghi ch *,**,*** ln lt l mc ngha 1%, 5%, 10%

Da vo kt qu trn ta c m hnh hi qui: Y = -0,345 + 0,974*F1 + 0,472*F2 Kt qu phn tch trn ta thy h s tng quan ca cc nhn t ct B, gii thch s nh hng ca cc nhn t n mc hi lng ca ngi tiu dng khi s dng cc loi thc phm ng hp TQ. Tt c cc h s ny u ln hn 0 v th cho thy n c tc ng lm tng mc hi lng ca ngi tiu dng. Yu cht lng, VSATTP v cm nhn, phng thc tip cn tc ng mnh n mc hi lng ca ngi tiu dng khi s dng cc loi thc phm ng hp do TQ sn xut trong th yu t cht lng v VSATTP c tc ng mnh hn. C th tc ng bin ca cht lng v VSATTP ln mc hi lngGVHD: L Th Diu Hin

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ca ngi tiu dng xc nh vi xc sut ban u l 0,5 th tc ng ny bng 0,5*(1-0,5)*0,974 = 0.244, cn i vi yu cm nhn v phng thc tip cn c tc ng bin l 0.118 4.5 NHN XT CA NGI TIU DNG TRONG VIC SO SNH GIA THC PHM NG HP CA VIT NAM V THC PHM NG HP CA TRUNG QUC Trong 120 i tng tham gia phng vn th c 98 i tng a ra nhn nh ca mnh v vic so snh gia thc phm ng hp do VN sn xut v TQ sn xut, 22 i tng cn li v cha s dng cc loi thc phm ng hp do TQ sn xut nn khng a ra nhn nh. V kt qu iu tra nh sau: 4.5.1 V cht lng sn phm

Bng 4.17: So snh v cht lng sn phmTiu ch so snh Dinh dng Ngun gc TN Sd ph gia, cht bo qun TG bo qun Cng ngh ch bin Hp khu v Trung Bnh 3,621 3,683 3,540 3,193 3,071 3,816 lch chun 0,892 0,794 0,748 0,741 0,852 0,841 ngha Tt hn Tt hn Tt hn Bng nhau Bng nhau Tt hn

V vic m bo cht dinh dng c trong thc phm ng hp th c 37,5% ngi tiu dng cho rng thc phm ng hp ca VN sn xut th m bo dinh dng tt hn hng ca TQ, 10,8% cho rng rt tt hn. C ti 26,7% ngi tiu dng cho rng vic m bo cht dinh dng c trong thc phm ng hp ca VN v TQ l nh nhau, khng c s chnh lch. S ngi cho rng thc phm ng hp ca VN sn xut hon ton khng tt so vi ca TQ chim t l rt thp 2,5%. Mc im trung bnh t c l 3,612 cho thy