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Nghien Cuu Nhan Hang Rieng

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Text of Nghien Cuu Nhan Hang Rieng

  • THI QUEN S DNG

    NHN HNG RING SIU

    TH CA NGI TIU DNG Thng 10.2012

    Copyright W&S Company Limited - 2012

  • Copyright W&S Company Limited - 2012

    Thng tin nghin cu

    Thi gian kho st : 28.09 3.10.2012

    Tng mu : 305

    Gii tnh : Nam / N

    tui : T 19 tui tr ln

    Khu vc nghin cu : Tp. H Ch Minh v H Ni

    iu kin nghin cu : i siu th trong vng 3 thng v bit n nhn hng

    ring ca cc siu th.

    Mc ch nghin cu : Tm hiu thi quen s dng nhn hng ring siu th ca

    ngi tiu dng (NTD).

    2

  • Copyright W&S Company Limited - 2012

    NI DUNG BO CO

    1. Thng tin v nhn hng ring ca siu th

    2. Tm tt kt qu kho st

    3. Bo co chi tit

    4. Kt lun

    5. Thng tin p vin

    3

  • Copyright W&S Company Limited - 2012

    1. Thng tin v nhn hng ring ca siu th

    Nhn hng ring l hng ha do cc nh bn l (siu th) trc tip t hng cc cng ty gia cng theo yu

    cu v mu m, tiu chun cht lng nn tit gim ti a cc chi ph trung gian, tip th. V vy, sn phm

    ca nhn hng ring thng c gi bn thp hn so vi sn phm cng chng loi ca cc thng hiu

    khc.

    Ti Vit Nam, cc doanh nghip hot ng trong lnh vc bn l (siu th) cng dn a ra cc chin lc

    theo xu hng ton cu, vi cuc cch mng ang ngy cng n r trong th trng bn l mang tn nhn

    hng ring.

    in hnh nh Big C, Co.opmart hay Metro, cc siu th ln c vn u t trong hay ngoi nc u ln

    lt tung ra th trng nhng nhn hng ring nhm p ng nhu cu mua sm ca ngi tiu dng, cng

    nh a dng ha danh mc hng bn ca mnh.

    Theo Nin gim 2012 ca Hip hi cc nh sn xut nhn hng ring, cc nhn hng ring t mc tng

    trng doanh thu 5.1% v tng 23.6% th phn tnh theo n v bn ra vo nm 2011. Theo xu hng tiu

    dng tit kim ca th gii, ngi tiu dng Vit Nam cng bt u cn nhc la chn cc sn phm ca

    nhn hng ring cho nhu cu mua sm ca mnh.

    4

  • Copyright W&S Company Limited - 2012

    Theo kt qu kho st, Siu th hin l knh mua sm ph bin nht ti hai thnh ph H Ch Minh v H

    Ni, chim n 97.6%. T l ngi mua sm thng xuyn ti ch chim t l thp hn, vi 82.8%.

    Nhng ngi tham gia kho st cho bit mc i siu th trung bnh l khong 1 ln/ tun.

    Trong cc i tng thng i siu th v bit n nhn hng ring th:

    81.0% i tng bit n nhn hng ring v c mua s dng.

    19.0% cc i tng c bit n nhn hng ring nhng khng mua s dng.

    Hn mt na ngi c nghin cu thnh thong mua cc sn phm l nhn hng ring ti siu th v s

    dng.

    Nhn hng ring ti siu th Big C c t l nhn bit cao nht, vi tng nhn bit t n 97.4%. y l

    kt qu ht sc kh quan cho cc nhn hng ring ca Big C v theo l thuyt, nhn bit trn 90% c

    nh gi l rt tt.

    5

    2. Tm tt kt qu kho st

  • Copyright W&S Company Limited - 2012

    Theo m hnh phn tch nhn t, kt qu thu c 2 nhm khch hng c trng:

    Nhm 1: Nhm quan tm gi c v mu m

    Nhm 2: Nhm quan tm qung co v cht lng sn phm.

    Nhng ngi tham gia kho st cho bit cha thc s tin tng vo cc yu t ca sn phm mang nhn

    hng ring.

    C hn 80% ngi tiu dng tham gia kho st u tin s dng nhn hng ring v cc sn phm ny c

    gi r hn sn phm cng loi. L do th hai l V mun dng th (59.9%).

    Khi c hi v vic la chn cc sn phm mang nhn hng ring, sn phm c tin tng nhiu nht l

    Bnh m (62.3%), tip n l Thc phm ti sng (41.7%), Bt git (38.9%), Thc phm ng lnh

    (37.7%)

    6

    2. Tm tt kt qu kho st

  • 3. Bo co chi tit

    7

  • 8

    A IM MUA SM HNG HA

  • 9

    C tt c 373 p vin ti hai thnh ph H Ni v H Ch Minh c hi v ni mua sm thng xuyn ca

    h, v 305 ngi cho bit h c i siu th trong 3 thng gn y (chim 97.6%).

    Bn cnh knh phn phi truyn thng l ch, ngi tiu dng c kho st ngy cng quan tm n cc

    knh hin i nh: siu th, siu th in my, trung tm thng mi

    Siu

    th

    97.6%

    Ch

    82.8%

    3.1 a im mua sm hng ha

    33.2%

    55.5%

    61.7%

    82.8%

    97.6%

    Ca hng tin li

    Trung tm thng mi

    Siu th in my

    Ch

    Siu th

  • Copyright W&S Company Limited - 2012

    N = 305, p vin c i siu th trong vng 3 thng gn y

    1 ln/ tun l mc thng xuyn i siu th

    ca 305 ngi tham gia kho st.

    N c mc mua sm ti siu th thng xuyn

    hn vi 2 3 ln/ tun. Trong khi , Nam ch i

    khong 2 3 ln / thng.

    Ngi dn ti Tp. H Ch Minh thng i mua

    sm ti siu th khong 1 ln /tun. Ngc li,

    NTD ti khu vc H Ni c mc i thng

    xuyn hn, t 2 3 ln / tun.

    3.2 Mc thng xuyn i siu th

    4.3%

    11.5%

    26.6% 28.2%

    23.0%

    6.6%

    Mi ngy 4-6 ln /

    tun

    2-3 ln /

    tun

    1 ln / tun 2-3 ln /

    thng

    1 ln /

    thng

    34.0% 33.3%

    Mi ngy 4-6 ln /

    tun

    2-3 ln /

    tun

    1 ln / tun 2-3 ln /

    thng

    1 ln /

    thng

    H Ch Minh H Ni

    27.0% 29.9%

    Mi ngy 4-6 ln /

    tun

    2-3 ln /

    tun

    1 ln / tun 2-3 ln /

    thng

    1 ln /

    thng

    Nam N

    10

  • Copyright W&S Company Limited - 2012 11

    29.4% 30.6%

    33.3%

    40.0%

    Mi ngy 4-6 ln /

    tun

    2-3 ln /

    tun

    1 ln / tun 2-3 ln /

    thng

    1 ln / thng

    19-22 tui 23-29 tui 30-39 tui Trn 40 tui

    31.1%

    28.6%

    26.2%

    Mi ngy 4-6 ln /

    tun

    2-3 ln /

    tun

    1 ln / tun 2-3 ln /

    thng

    1 ln /

    thng

    Di 7.000.000 VND 7.000.000-15.000.000 VND

    Trn 15.000.000 VND

    Vi cc nhm tui khc nhau, mc thng xuyn i siu th cng khc nhau. tui t 40 tui tr ln

    c tn sut i siu th cao hn cc nhm tui cn li (4 - 6 ln / tun). Cc nhm tui t 19 n 39 i siu

    th dao ng t 2 - 3 ln / thng n 2 - 3 ln / tun.

    Mc thu nhp gia nh t di 7 triu thng i siu th t 1 ln / tun. Trong khi , nhm thu nhp trn

    7 triu c thng mua sm ti siu th khong 2 - 3 ln / tun.

    3.2 Mc thng xuyn i siu th

  • Copyright W&S Company Limited - 2012 12

    NHN BIT NHN HNG RING SIU TH

  • Trong 373 ngi tham gia kho st c n 305 ngi c bit n nhn hng ring (81.8%).

    Trong nhm bit sn phm mang nhn hng ring th c n 81.0% c bit v s dng nhn hng ring.

    Trong , n gii bit v s dng nhn hng ring nhiu hn nam gii.

    13

    19.0% 81.0%

    C bit v cha tng s dng

    C bit v c s dng qua

    3.3 Ngun thng tin bit n

    39.6%

    60.4%

    C bit v s dng nhn hng ring

    Nam

    N

    N = 305 N = 247

  • Thnh thong l mc mua nhn rng ring ph bin nht ca ngi tiu dng (chim 47.4%).

    Nhm c thu nhp h gia nh di 15 triu ng thng Thnh thong mua cc sn phm ca nhn hng

    ring. Trong khi , nhm c mc thu nhp h gia nh trn 15 triu ng thng xuyn mua cc sn phm

    ny s dng.

    14

    3.4 Mc mua sn phm mang nhn hng ring

    4.4%

    8.2%

    11.7%

    39.7%

    42.4%

    48.9%

    55.9%

    49.4%

    39.4%

    Di 7 Triu

    T 7 - 15 triu

    Trn 15 triu

    Thnh thong Thng xuyn Rt thng xuyn

    8.5%

    44.1% 47.4%

    Rt thng

    xuyn

    Thng

    xuyn

    Thnh thong

  • Cc sn phm nhn hng ring ca siu th Big C c NTD nhn bit tt nht so vi cc siu th khc.

    Trong , WOW l nhn hng ring c nhn bit u tin v tip theo cao nht.

    Siu th Co.opmart c tng nhn bit tt th hai vi nhn hng ring cng tn l Co.opmart. ng th 3

    l sn phm mang tn Aro ca siu th Metro.

    15

    3.5 Mc nhn bit v cc nhn hng ring siu th

    1.3%

    0.3%

    0.0%

    6.9%

    14.4%

    44.9%

    Khc

    Vinatexmart

    Lotte Mart

    Metro

    Co.opmart

    Big C

    2.6%

    0.7%

    1.0%

    8.5%

    13.8%

    26.6

    %

    4.9%

    11.1%

    43.0%

    34.4%

    66.2%

    97.4%

    Nhn bit u tin Nhn bit tip theo Tng nhn bit

  • Copyright W&S Company Limited - 2012 16

    S DNG NHN HNG RING SIU TH

  • a s ngi tiu dng mua v s dng nhn hng ring v Gi r (81.8%) v Mun dng th (59.9%).

    17

    4.9%

    7.3%

    8.1%

    9.3%

    11.3%

    12.1%

    16.6%

    18.2%

    28.7%

    36.8%

    38.9%

    59.9%

    81.8%

    Mua thay th sn phm thng hay

    mua

    Qung co rng ri

    Mu m p

    V tr trng by hp l

    Chng loi hng phong ph d la

    chn

    Nhiu ngi s dng nn s dng theo

    Nhn vin bn hng gii thiu

    By bn qu nhiu

    c tng km, khuyn mi hp dn

    Nhn hng ca siu th nn tin cy

    Sn phm c cht lng

    Mun dng th

    Gi r hn

    3.6 L do mua s dng Theo gii tnh

    Gi r hn (80.2%)

    Mun dng th (63.0%)

    c tng km, khuyn mi

    hp dn (50.6%)

    Gi r hn (79.2%)

    Mun dng th (62.3%)

    Nhn hng ca siu th nn

    tin cy (50.9%)

  • 19-22

    19 - 22 tui

    V gi r

    V mun dng th

    V nhn hng ca siu th nn tin cy

    V c tng km, khuyn mi hp dn

    23 - 29 tui

    V gi r

    V mun dng th

    30 - 39 tui

    V gi r

    V nhn hng ca siu th nn tin cy

    Trn 40 tui

    V nhn hng ca siu th nn tin cy

    V c tng km, khuyn mi hp dn

    V sn phm c cht lng

    3.6 L do mua s dng Theo tui

    18

  • 19

    1. Gi c

    2. Nhiu khuyn mi hp dn

    3. Sn phm tin cy

    4. Mu m p

    Nhm 1

    1. Qung co nhiu

    2. An ton v sinh thc phm

    3. c by bn rng r

    4. Sn phm a dng

    5. Hng cht lng

    Nhm 2

    3.2

    3.41

    3.43

    3.48

    3.49

    3.59

    3.73

    3.77

    3.82

    3.82

    Sn phm tin cy

    An ton v sinh thc phm

    Hng cht lng

    c by bn rng ri

    M