Đo lường ảnh hưởng của các công cụ marketing đến hành vi mua hàng nội của người tiêu dùng việt nam tình huống mua hàng thực phẩm dành cho trẻ em

Do ludng anh hipong cua cac cdng cu
marketing den hanh vi mua hang npi
cua ngu'di tieu dung Viet Nam Tinh huong
mua hang thyc pham danh cho tre em'**
TS. PHAM HONG HOA
TS. NGUYEN HOAI LONG**

Nghien ciru ndy nhdm khdm phd vd do luang dnh huang cua cdc biin sd marketing
hon hgp (mix) din hdnh vi mua thuc phdm npi danh cho tre em ciia nguai lieu diing
Viit Nam. Md hinh nghien ciru dugc xdy dung dua tren nin ldng cda md hinh kich
Ihich - ddp lgi va cdc ly thuyet vi thai dp (nhdn thuc. cdm nhdn, y dinh) vd hdnh vi
mua trong nghiin cmt hdnh vi nguai tieu diing. Tir kit qud nghiin eiru, mot so di
xudt dugc dua ra nhdm dinh huang cho cdc doanh nghiep kinh doanh thuc phdm
ddnh cho tre em dieu chinh cde hogt dpng marketing nhdm khai thdc lot liim ndng
thi truang trong nuac, ndng cao khd ndng canh tranh cua hdng nPi ddi v&i hdng
ngogi Bdi viit cung cd gid tri tham khdo doi vai cdc doanh nghiep khdc Irong viic
dua ra cdc cdng cu marketing phd hgp, nhdm tgo ra nhiing phdn irng cd lgi mong
mudn lir khdch hdng muc tieu.
Tir khoa: Cdng cti marketing, mua hdng ndi, thuc phdm npi ddnh eho tre em, Viel Nam.

1.

Gidi thieu nghien cihi'

DoarJ. nghiep

sir

dung

doanh nghiep. De ddnh gia va dieu chinh cac

cac

cong

cu

ã><"! * ' " ô marketing, doanh nghiep luon

marketing nhSm lam thay d6i hanh vi cda
khach hang tien tdi cac trang thdi cd lgi cho

• " " ° " \]^'f^
"^"^^ l^'^S "^^ '*>= *^"S ™
thay ddi den hanh vi mua cua khach hang
nhu the ndo. Bai viel nay lap trung nghien

" ' D a i hoc Kinh tlQuflcdSn.
^^"^ ^"^ •^"^"8 ^'^^ ^"^^ '^^^g marketing din
(*) Nghien CUTJ nay duac tai tro boi Quy Phat tri^n Khoa
hdnh vi mua cua khach hang. Tinh hudng
hoc vi Cong nghg qu6c gia (NAFOSTED) s6 114.3- nghidn cftu duoc lua chon Id thuc phdm danh
2011.16.
^ tre em - mdi
. . loai
. hang tieu
. Fdung thiet
cho
Bai vi6t niy chia se v6i ban dgc mpt phan nhung ket
qua nit ra t£r cupe nghian cuu \d\ mlu nghien ciiu la yeu cua mpt bp phdn ldn cdc gia dinh va la
846 ngircri, b 3 thinh ph6 trung tam cua^Viet Nam: Ha ^^^ ^ ^ ^ ^^^^ ^g^^j ^jg^ ^^^g rdt quan tara,

Noi, Thinh ph6 H6 Chi Minh va Da NSng; duoc thirc
i,--iv,-i,'
hien trong khuon khd cila De ik\''Nhung yiu td dnh '^"U y khi chgn mua.
hudng den hanh vi tieu diins hang noi cua neir&i Viet
in i • i. •
i,- t- - J •
i >* •
., *Irong .thai
; • . =aai
* • ,loan
•
- • hoa
, - ,- .nghien
.
- cuu, nhom
•
Hanh vi mua cua neuoi
Nam
cau
° lieu dung la
° toan
hang thuc phdm danh cho tre em "
bd hanh dpng md ngudi tidu dung bpc lp trong
NhOng vin di KINH Tt Mk CHJNH TR! THt GIOI S6 10(234) 2015

65


Do ludng anh hudng cua cac cdng cu marketing..

Hdng Hoa - H o a H : ^

qud trinh trao ddi san pham, bao gdm didu tra,
mua sdm sft dyng vd chi tieu cho hdng hda vd
dich vu" (Tran Minh Dao, 2012). Thyc chat
hdnh vi mua cua ngudi tieu dung radl qua
trinh ra quydl dinh tu viec nhan biet nhu cau
din tim kilm thdng lin, ddnh gid cac phuang
an, quylt dinh mua va danh gia sau khi mua.
Vdi myc dich nghien cftu anh hudng cua boat
dpng marketing din hanh vi mua thuc phdm
npi danh cho tre em, hdnh vi mua dugc nghidn
cftu nay liep can dudi gde dp y dinh hay dy
dinh mua thyc phara npi danh cho Ire em .

biln vdi ten ggi md hinh kich thich - dap l?JTheo dd, phan ftng cua ngudi tidu diing la J'^^
qua ma hg bpc Id ra sau khi "hpp den f thuc
cua hg da tilp nhan va xft ly cac kfch thich
ddu vao (bao gdm cac kich thich thupc moi
trudng va cdc kich thich la cdng cu marketing
md cac doanh nghidp (DN) su dung) (Trdn
Minh DEIO, 2012). Ly thuydt chuydn sau
nghien cftu hdnh vi ngudi tidu dung ve thai dp
cua hg (mpt ylu Id thupc v l "hpp den y
thftc"), cho bilt, y l u td nay cung ddng mdt
vai trd quan trgng trong viec hinh thdnh hanh
vi cua hg. Thai dp (ddi vdi mdt ddi tugng)
dugc hidu la tdng hgp cdc hieu bidt, quan
diem, kinh nghiem, cam xuc, mong niudn va
phdn ftng cfta cd nhan vdi ddi tugng dd. Thai

dp Ihudng dugc phdn chia thdnh ba yeu td cau
thanh Id Nhdn thftc, Cam nhdn va Y dinh mua.
Thai dp ddng vai Ird quan trgng trong hinh
thanh hdnh vi cua ngudi tieu dung (Isabelle
Sznigin &, Maria Piacentoni, 2015; Vu Huy
Thdng, 2010; J.Paul Peter and Jerry C. Olson,
2010; Solomon et al., 2010). Muc tieu nghien
cftu nay dugc khai quat hod thanh md hinh
nghien cuu nhu sau:

Cdc cdng cu marketing la cac yeu td bien
dpng va kilra sodl dugc raa doanh nghiep sft
dung d l tac dpng len thi trudng rayc tieu
nhdm thu dugc nhftng phan ftng c6 lgi tft phia
khdch hang. Trong cac ITnh vuc khac nhau,
cac hgc gia nhdc den nhieu nhdm cdng cy
marketing, nghien cftu nay chi lap tmng vao
bdn cdng cy marketing truydn thdng dd la: sdn
pham, gid, phan phdi vd truyen thdng
marketing.
Theo ly thuylt marketing, cdc doanh
nghiep sft dyng cac cdng cy marketing nhdm
thay ddi trang thai hanh vi mua cua khach
hdng. Noi rapt cdch chinh xac hon la doanh
nghiep sft dyng cac cdng cy marketing tdc
dpng den khdch hdng de hg chgn mua hang
cua doanh nghiep. Vdn d l ddt ra la lieu hoat
dpng marketing cua doanh nghiep anh hudng
nhu the nao den quydl dinh lya chgn hang npi,
hang ngoai cua ngudi lieu dung. Nghien cftu

nay se tra ldi cau hdi dd trong ngdnh kinh
doanh thyc pham ddnh cho tre em.
2.

Cff Sff ly thuyet va mo hinh nghien cihi

Ca sd ly thuyet ldm nin tang cho cudc
nghien cim nay Id md hinh long qudt nghidn
cftu hanh vi ngudi tieu dung cua Kotler phdt
trien lft ndm 2004, dugc ftng dung khd phd
Thuat ngO- "Thuc pham noi danh cho tre em" duoc hieu
li nhiing thuc pham dinh cho tre em (dii6i 12 tu6i)
dirge san xuat trong nu6c (xuii xu- tii Viet Nam).

667

Cac thanh phdn cua md hinh dugc hieu
nhu sau:
Cdc cdng cu marketing: dugc hilu Id cac
yeu td md doanh nghiep sft dung de phye vu
vd tac dpng den khdch hdng, nhdm tao ra phan
ftng cd lgi mong mudn tft phia hg. Trong
khudn khd cua nghien cftu nay, chung tdi tap
trung xem xet bdn nhdm cdng cu marketing
CO bdn, thudng dugc biel den vdi ten ggi
Marketing mix hay Marketing hdn hgp, bao
gdm bdn ylu td can ban (4P) U San phdm
(Product - P I ) , Gid cd (Price - P2), Phan phdi
(Place
P3) vd Truydn thdng Marketing

(Proraotion - P4). Trong dd:
San phdm; Cac yeu td, gid tri i^ik cdng ly
cung ftng cho khach hang. Cac quylt d,nh ^^
sdn phdra nhara ddp ftng nhu cdu khach hang v l
radl tfnh ndng, lgi fch.

- NhOng vin de KINH Tt VA CHJNH TRj THt GIOI S6 10(234)
2015


Oo ludng anh hudng cua cac cdng cu marketing..

Hdng Hoa - HoaJ Long
•
Gid: Ld phan chi phi chinh khdch hdng
phai chi trd dl cd dugc quyen sd hiiu hoac sft
dyng san phdm, la phdn chi phi co ban de khdch
hang cd dugc nhiing gid trj lgi ich thda man nhu
cdu cua hg.
Phan phdi: La cdc boat dpng nhdm dua
hang hda den vdi ngudi tieu dung. Cac quydt
dinh ve phdn phdi tao su thuan tien cho khdch
hang uong viec tiep can va mua sdm hdng hda.

Truyen thdng: Cac hoat dpng nhdra
cung cdp thdng lin cho khach hang vd
khuyen du hg mua hang. Cdc boat dpng
truyen thdng nhdm thda man nhu cau ve
thdng tin dd khach hang chgn mua sdn pham
ciia doanh nghiep.

Cdc cdng cu ndy se tdc dpng den nhdn thuc,
cdm nhdn, y dinh mua vd do dd la tdc ddng den
hdnh vi cua khdch hang.

Hinh I: Mo hinh nghien cuu Do ludng anh hudng cua cac cong cu marketing den thanh
phan cua Thai dp hinh thanh Hanh vi cua nguoi tieu dung

CACCONGCU MARKETING
(SAN PHAM, GIA, PHAN PHOI, TRUYEN THONG • XUC TIEN)

¥
NHAN

CAM

HANH
YOINH

THU'C

NHAN

VI

Ngudn: Nhdm nghien ciiu xdy dung vd phdt triin (2012).
Cdc Ihanh phdn cdu true cua Thai dp hinh
thanh hanh vi bao gdm:

(tryc liep hodc gian tiep) cua cd nhan ddi vdi
ddi tugng.

•
Nhdn thitc (vl ddi lugng - d day la thyc
phdm cho tre em (TPTE) san xudt trong nudc):
La tap hgp cac thdng tin ve ddi tugng dugc
ngudi tidu dftng thu ihap, xu ly va luu trft trong
bp nhd; dugc hg sft dyng de ddnh gia vd mua
sdm san phdm dd.

Y dinh mua: Bieu thi khuynh hudng
hdnh dpng cua ca nhan ve ddi tugng. Trong
danh myc cdc sdn phara, nhan hieu, khdch hang
se cd y djnh mua sdn phara nao phu hgp nhat
vdi hg.

Cdm nhdn (ve ddi tugng): La nhimg
ddnh gia tdng qudt va sy tich ty cac xuc cdm,
hinh thanh dua fren nhiing hieu biet va tiep xiic

Ndu khdng cd nhiing yeu Id tinh hudng
mua hoac cdc yeu td khdc cdn trd/kim ham thi
y dinh mua se Ird thanh hdnh vi mua thuc sy
cua khdch hang.

NhOng vin di KINH Tt VA CHINH TR| THt GIOI So 10(234) 2015

-67


Oo ludng anh hudng cua cac cdng cu marketing..

3.

Phuffng phap nghien ciru

Qud trinh nghien cftu dugc thyc hien theo
hai giai doan, nghien cftu dinh ti'nh va nghien
cftu dinh lugng.
Ddu tien, dya tren viec tim hieu tai lieu thft
cap va cac co sd ly thuyet, nhdm tien hanh
nghien cftu dinh tinh. 0 giai doan ndy, vide ihu
thap thdng tin dugc tidn hanh thdng qua phdng
van sau 3 nhdm, radi nhdm cd tft 5 den 7 ngudi
la nhihig dng bd, bd rae cd con nhd (dudi 12
ludi) Ihoa mdn cdc didu kien nhat dinh. Ndi
dung phdng vdn tap tmng vdo cac hoat ddng
marketing cua cac doanh nghiep md hg cho
rdng cd dnh hudng den y dinh mua thyc phdm
npi ddnh cho tre era. Ket qua ciia giai doan nay
dd giup nhom nghien cftu phdt uien dugc bang
hdi phuc vy nghien cftu dinh lugng dugc thiet
ke vdi 21 bien do ludng anh hudng cua cac
cdng cy marketing. Cac bien do ludng cdc
Ihdnh phan cfta thai do ddi vdi san pham ihyc
phdm Ire em san xual trong nudc bao gdm 5
bien do ludng nhdn thftc; 7 biln do ludng thai
dp; 5 bien do ludng y dinh. Thang do ludng
dugc nhdm nghien cftu sft dung la thang Likert
vdi 7 bdc (lft 1-7, trong dd 1 - rdt phan ddi va 7
- rdl ddng y. Ngoai ra, de kiem tra cheo cdc cau
tra ldi, nhdm cdn phat Iridn cdu hdi vdi thang

do dinh danh (norminal).
Sau khi tien hdnh phdng vdn thft, nhdm da
lap hgp kit qud va xft ly thdng tin. Kit qua dd
giftp nhdm chinh sfta cac cdu hdi, tft ngft; ddng
ihdi loai bd, thay the hodc them cac biln do
ludng phu hgp hon. Tft dd xdy dung bdng hdi
chinh thftc dua vdo nghien cftu dinh lugng.
0 giai doan nghien cftu dinh lugng, qua trinh
thu thdp thdng tin dugc thyc hien thdng qua
dilu tra bdng bang hdi. Mdu dilu tra dugc chgn
bdng phuang phap ngdu nhien gom 950 ngudi
la thdnh vien cua cdc hp gia dinh cd con nhd
(dudi 12 ludi) lai cdc khu vye Ha Ndi (350

68-

Hdng Hoa - H ^ j H I i g
ngudi), Da Ndng (250 ngudi), Thanh Phd Hd
Chi Minh (350 ngudi) dai didn cho ba mien
Bdc, Tmng, Nam. Vide dilu fra dugc tiln hdnh
tai cac dilm mua sdm thyc phdm ue em nhu
chg, trung tam thuang mai, cac cfta hang bdch
hda, cfta hdng chuydn doanh. Kit qua dieu tra
sau khi loai bd nhung philu khdng hop Id cdn
lai cd 846 philu.
Kdt qua thdng ke rad td cdc thdng tin ve raau
nghien ciru vdi 846 phdn tu cho thdy, mau dieu
tra cd CO cdu khd tuong dong vdi co cdu ddn sd
Viet Nam^. Du lieu dugc ma hda, nhdp vd xft ly
bdng phan mem SPSS phidn ban 22.

4.

Ket qua nghien cihi

4,1. Dank gid ve cdc cong cu

Marketing

dugc dp dung dot v&i tkuc pham npi ddnh cho
tri em

"TPNDCTE"

Danh gia ve cac cdng cu marketing dang
dugc cac doanh nghidp san xudt va kinh doanh
thyc phdm tre em npi cung cdp, ngudi tidu dung
Viet Nam dua ra nhdn dinh chi d mftc fren tnmg
binh. Yeu td nhan dugc danh gia tdt nhdt la sy
hgp ly cfta gid ca sdn phdm cung chi dat mftc
5.32/7. Tilp sau la ylu td sdn cd, thuan tien raua
dal mftc 5.13/7.
Nhu vay, cac cdng cu Marketing ddi vdi
TPNDCTE chua nhdn dugc ddnh gid cao cua
ngudi lieu dftng. Cac yeu td nhdn dugc ddnh
gia tren Irung binh bao gdra; chdt lugng, uy
tfn cua nhd sdn xuat, la hang Viet Nam duac
CO quan qudn ly Viet Nam kilm soat chdt
lugng, thuang hieu, cdng thftc pha chl, thdng
tin sdn phara, gid ca, khuyen mai va he thdng
phdn phdi ban hdng. Cac ylu td nhdn duoc

^Xem them trong bii viet "Anh huong cua cuoc vin do
"Nguoi Viet diing hing Viet" - Tinh hufing nma hi o
thyc phim tre em" cua tic gii Pham Thi Huygn va h""
Viet "Mpt s6 ySu to tic dpng den y dinh mua thu'c nh'^'
tre em sin xuit trong nudc cua ngir&i Viet Nam" •""
tic gia Nguyin Ngpc Quang
'^"^

- NhOng vin di KINH Tt VA CHJNH TR! THt GIOI S6 10(234) 2015


Oo ludng anh hudng cua cac cdng cu marketing..

Hong Hoa - Hoai Long
danh gia dudi Irung binh bao gdm: tinh vugt
trpi cfta sdn phdra, bao gdi, cdc boat dpng
Bdng 1:

STT

khuyen mai vd chdm sdc khach hdng, cdc hoai
dpng quang cao, PR.

Danh gid ve cac cdng cu marketing cu the ddi vdi TPNDCTE

^ ^

^huln'

1

Hang Viet Nam co ch^t lugng t6t

Ten c4c cong cu Marketing c u t h j

5,07

1,191

2

Hang Viet Nam dugc dam bao boi nha san xuit tai Viet Nam

5,05

1,205

3

Hang yi$t Nam dugc c a quan quan ly nha nuoc Vi$t Nam kiim
soat chat lugng

4,96

1,32

4

Toi tin cay vao uy tin cua nha san xukt

5,04

1,206

5

Toi c6 cam tinh voi thugng hieu va nha san xuat

4,77

1,274

6

Hang Viet Nam co cong thiic pha che phu hgp vgi thS trang va
khau vi cua ngu6i Viet Nam

4,95

1,248

7

Hang Viet Nam c6 thong tin sdn phSm rit ro rang

4,93

1,211

8

Hang Viet Nam co nhieu uu diem vugt troi (nhu cai thien chieu
cao, tri thong minh cua tre...)

4,38

1,327

9

Hang Viet Nam co bao goi hip din

4,13

1,225

10

Hang Vi6t Nam co gia ca hop ly

5,32

1,151

11

Hang Viet Nam co gia c^ it dong

5,04

1,263

12

Hang Viet Nam dugc khuyen mai nhieu

4,42

1,389

13

Hang Viet Nam san co, thuan tien mua

5,13

1,256

14

Co nhan vien ban hang giai thieu, chao mai hap din

4,2

1,388

15

Co the giam gia, tich diem hay cac khuyen mai tu lan mua truac

4,01

1,443

16

Hang Viet Nam co nhieu chuong trinh quang cao hay va hap din

4,16

1,407

17

Hang Viet Nam dugc cac phuang tien truyen thong dai chung gigi
thieu hay Idien ngai (dai, bao, TV...)

4,28

1,411

18

Co nhieu chuong trinh cham soc khach hang (tin nhan, dien thoai,
thu dien tir, san pham man, qua sinh nhat...)

3,86

1,433

19

Hang Viet Nam duac tre con trong gia dinh doi mua

3,95

1,503

20

Hang Viet Nam duac nhigu ban be, ngu6fi quen cua toi giai thieu

4,71

1,304

21

Hang DN Viet Nam c6 trach nhiem xa hgi day du (dong thue, lam
tir thien, phat trien cgng dong...)

4,31

1,339

Ngudn: Ket qud dieu tra cita nhdm nghien cim, 2013.
Ghi chli: Gia tri ciia cdc tri so tren cot the hien tri so trung binh chung ve mirc do dong tinh ci
nguai tra lai tren thang Lilcert 7 muc do. Thang diim guy ddi cho gid tri trung binh chung la: 1-1,8
Rdt phdn ddi: 1,86-2,72: Phdn dSi: 2,72-3,58: phdn dSi; 3,58-4,44: Trung lap: 4,44-5,30: Hai dS
5,30-6,16: Bongy: 6.16-7,00: Rdt ddngy.

NliCrng vin di KINH Tfe VA CHiNH TRj THt Glai So 10(234) 2016-

'69'


Do luo-ng anh huang cua cac cong cu marketing..

Hdng Hoa - Hoalj;g!!fl

Tit ca cac he s6 biSn thien (communalities)
dSu dat tren 0.5 cac he s6 tai nhan to (factor
loading) Ion hon 0,522. Vi vay khong cln loai bo
He so Cronbach's alpha toan thang do ly
bi6n naorakhoi phep phan tich PCA.
do mua thuc pham ngi danh cho tre em bang 0,9
•
T6ng phuong sai trich dat 57,521% voi
dam bao dat do tin cay.
4 nhan td rut trich, He so Eigenvalue la 1,176
He s6 KMO=0,9; kiSm dinh Bartlet co
dam bag viec nit trich la dat tieu chuan.
Sig=0.000 cho biSt cac biSn co tuong quan du
He so tai cac y8u 16 vg cac nhan to
dJ phan tich PCA la phu hgp.
tuong ling cu the nhu sau:
Bang 2: Rut trich thanh phan chinh tir cac yeu to c6ng cu marlteting cu the doi voi TPNDCTE

Thuc hien lenh nit ggn cac cong cu marketing
ve cac thanh phan chinh cho ket qua nhu sau:

NhSn to

He so tiii tren nhan to
1
2
3
4

1 en yeu to

Hdng Viet Nam dugc ddm bao bdi nha san xual tai
Viet Nam
Tdi tin cdv vao uy Ifn cua nha san xudt
Hang Viet Nam dugc co quan qudn ly nhd nudc
1.
Sdn Viet Nam kiem soat chdt luong
phdm vd Hang Viet Nara cd chat luong lot
Hang Viet Nam cd thdng tin sdn phdra rat ro rang
Ihuang
hidu
Hang Viet Nam cd nhieu uu diem vugt trpi (nhu cai
thien chieu cao, tri thdng minh ciia tre...)
Hdng Viet Nam cd cdng Ihftc pha chd phii hgp vdi
the trang va khau vi cua ngudi Viel Nam
Tdi cd cam linh vdi thuang hieu vd nhd sdn xual
Co the giam gia, tfch diem hay cac khuyen mai tft
lan raua tmdc
Hang Viet Nara cd nhieu chuang trinh quang cdo
hay va hap ddn
2.

Cac Co nhan vien ban hang gidi thidu, chao mdi hdp dan
hoat dpng Cd nhieu chuang trinh chdm sdc khdch hang (tin
truyen
nhdn, dien thoai, thu dien tft, san phdm mdu, qua
thdng
sinh nhdt...)
Hang Viel Nam duoc khuyen mai nhidu
Hang Viet Nam dugc cdc phuang lien truyen thdng
dai chung gidi thieu hay khen nggi (ddi, bao, TV...)
Hang Viet Nam cd bao gdi hap ddn
3. Gid cd Hang Viet Nam co gia ca hgp ly
_Hdng
Viet Nam cd gid ca it dpng
va
phdn
phdi
Hdng Viet Nam sdn cd, thudn lien mua

0,763
0,743
0,74
0,691
0,682
0,661
0,627
0,599
0,774
0,74
0,734
•""•••"

Hang Viet Nam dugc nhieu ban be, ngudi quen cua
tdi gidi Ihieu
4.
Hoat
Hang Viet Nam dugc tre con trong gia dinh ddi raua
dpng PR
DN Viel Nara cd trach nhiem xa hpi ddy du (ddng
Ihue, lam tft thien, phdi trien cdng ddng...)

"

0,701
0,677
0,617
0,522
0,794
0,717
0,608
0,822
0,603
0.574

Nguon: h'e? qua xir ly dU hiu tren SPSS22 ciia nhdm nghien cuu 2013.
- Ntll/ng vin di KINH Tt VA CHiNH TRj THE GIOI So 10(234) 2015


Hdng Hoa - Hoai Long

Do ludng anh hudng cua cac cdng cu marketing..

Nhu vay, khi ihyc hidn phdn tich nhan Id
khara pha EFA da cho thdy hai cdng cu
raarkeling la gia ca va phdn phdi dugc Ihu ggn
ve mpt nhdn Id, trong khi hoai ddng Quan he
cdng chftng PR da dugc rftt trich ra thanh radl
nhdn td rieng khdng xdp cung vdi nhdm cdng
cy truyen thdng nhu Iheo ly thuylt. Mpi luu y
khac nua la yeu td bao gdi theo ly thuylt dugc
xep d nhdm cdng cu sdn phdm (PI), nhung
ngudi tieu dung Viel Nam lai cd xu hudng

xem nd luang ly vdi cdc cdng cu Iruyen
thdng. Nhdm lac gia se thuc hien cac do
ludng liep theo dya tren 4 nhdn Id vfta dugc
rut trich nay, vdi cdch dat ten nhu the hien
trong cpt "Nhdn td".

Bdng 3:

4.2. Nhan thuc cua NTD ve TPNDCTE
Nhdn thftc cfta NTD ve TPTE san xuat trong
nudc dugc do ludng thdng qua 5 ydu td nhu
dugc the hien trong bdng dudi day:

Nhan thirc cua NTD Viet Nam doi vdi TPNDCTE

STT

Ten cic m^nhde mo tanh^n thii-c vc TPNDCTE

XBC

^huln"

1

Toi cho rang cac san ph^m Viet Nam co gia hgp ly hon cac
san pham ngoai nhSp

5,36

1,27

2

Khi mua cac san pham trong nuac 151 nhan dugc su b^o dkm
tir nha san xuat hgn cac s ^ pham nhSp ngoai

4,72

1,415

3

Toi de dang tim dugc cac thong tin cin thiet hon khi mua s ^
pham Viet Nam

5,06

1,285

4

San pham Viet Nam luon co sSn va c6 the mua bat ky liic n^o
hon la hang hoa ngogi nh|ip

5,2

1,298

5

Thuc pham tre em ngoai nhap c6 gia cao la do thul va phi
nhSp khau chii khong hin la do chat lugng cao hgn hang
Viet Nam.

5,01

1,501

Ngudn: Kit qua diiu tra cua nhdm nghiin eitu, 2013.
Nhu vay nhdn thftc cua NTD Viet Nam ve
TPNDCTE cung khdng dal mftc cao ma chi d
mftc tren trung binh.
Thyc hien lenh rut ggn cdc yeu td md ta
nhan thftc v l TPNDCTE v l mpt thanh phdn
chinh Id "Nhdn thftc v l TPNDCTE" nhdn dugc
ket qua nhu sau:

de phdn lich PCA Id phu hgp.
Tat ca cac he sd bien thien
(communalities) deu dat fren 0.5 cac he sd tdi
nhan td (factor loading) ldn han 0,655. Vi vdy,
khdng can loai bd bien nao ra khdi phep phdn
Ifch PCA.

• He sd Cronbach's alpha toan thang do
Nhan thftc ve TPNDCTE bdng 0,813 dam bao
dat dp tin cdy.

Tdng phuang sai trich dat 57,970% vdi
1 nhan td rut trich duy nhat. He sd Eigenvalue la
2,899 dam bdo viec rut trich Id dal lieu chuan.

He sd KMO=0,807; kilra dinh Barllel cd
Sig=0.000 cho bilt cac biln cd tuong quan du

ftng cy the nhu sau:

He sd tdi cac yeu td ve cdc nhdn td luong

NhOng vin di KINH T^ VA CHJNH TRj TH^ GIOI So 10(234) 2015-


Bo lugng anh hTOng cua cac cong cu marketing .
Bang 4:

Hdng Hoa - Hoaij-gng

Riit trich thanh phan chlnh tir cac yeu to nhan thirc vSTPNDCTE

Nhan
,6

r... , ;. I
Tencacy^u,6
Tdi de dang tun dugc cac thdng tin can thiet hcm khi mua sdn pham Vidl Nam

Nhan
thftc
ve
TPN

HI so tai
»*.„,,
0.835

Khi mua cdc san phamfrongnudc tdi nhan dugc sy bdo dam tu nhd san xudt
hon cac san pham nhap ngoai
0,808
San pham Viet Nam ludn cd san va cd the mua bat ky luc nao hon la hang
hda ngoai nhap
0,755

DCTE Tdi cho rang cac sdn pham Viet Nam cd gia hop ly hon cdc sdn pham ngoai nhdp 0,743
Thuc pham trd em ngoai nhap cd gia cao la do thud va phf nhap khau chu
khdng han la do chat lugng cao hcm hdng Viet Nam
0,655
Ngudn: Kit qua xit ly dir liiu trin SPSS22 cita nhom nghien ciru, 2013.

4.3. Cam nhan cua NTD ve TPNDCTE
Cdm nhan cua NTD ve TPTE sdn xudt trong
nudc dugc do ludng thdng qua 7 ylu t l nhu
dugc the hidn Irong bang dudi day:
Nhu vay cdm nhan cua NTD Viet Nam vl
TPNDCTE ciing Ididng dat raftc cao ma chi d
mftc tren tmng binh. Trong dd yeu Id "tdi vdn
mua hang Viet Nam ngay ca khi cd thdng lin
Bdng 5:

phd phdn nd" nhan gia tri 3,21 (quy ddi d mftc
"phdn ddi"), cho thay cdc ihdng lin hoac du
ludn trai chieu cd anh hudng kha ldn den cdm
nhan vd do dd Id hdnh vi mua san pham. Ydu td
"Tdi sdn sang tra gia cho hang Viet Nam cao
hon so vdi SP nhap ngoai chdt lugng tuong
duong" cung chi nhdn gia tri 4,26 la raftc trung
lap nghieng ve phdn ddi, cho thdy NTD khdng
sdn sang lam vide nay.

Cam nhan cua NTD Viel Nam doi vdi TPNDCTE

09 Ifch -i
^ ^ ^ ^ ^ ^ ^ ^ ^ ^ ^ o n ^ n f i dl mS tanhSn thircvl TPNDCTE : M^ .i>iem
kTBC,^
1 Toi hai long vgi quyit dinh sir dung hang Viet Nam da chon
5,4
1,208
2 Voi toi, chpn su dung hang Viet Nam la mot quyit dinh khon ngoan
4,94

1,274
3 Khi da hai long voi mot san phim Viet Nam, toi it khi chuyin sang
san pham khac, cho dii do la hang ngoai nhap
5,17
1,347
4 Toi sin sang tra gia cho hang Viet Nam cao hon so voi SP nhap
ngoai chat luong tuong duang
4,26
1,525
5 Toi van mua hang Viet Nam ngay ca khi co thong tin phe phan no
3,21
1,597
6 Neu toi khong tim thiy san phim Viet Nam thucmg mua tai cua
hang quen thi tgi se tim mua 6 ngi khac
5
^J66_
7 Tgi luon trung thanh vgi hang Viet Nam
4,69 _ i 3 7 _
Nguon: Kit qua dieu tra cua nhom nghien ciiu. 2013.

- Nhirng vin di KINH Tt VA CHINH TRj THE GIOI So 10(234) 2015


Oo ludng anh hudng cua cdc cdng cu marketing.

Hdng Hoa - Hoai Long
Thye hien ldnh nit ggn cac yeu Id md Id cam
nhdn ve TPNDCTE v l rapt thanh phdn chinh id
"Cdm nhdn v l TPNDCTE", sau khi rut bd 2 yeu
td thi hien su tmng thanh tuyet ddi nhu Iren

day, nhdn dugc kit qua nhu sau:
He sd Cronbach's alpha loan thang do
Cam nhan ve thuc pham npi danh cho tre em
bdng 0,842 dam bao dat dp tin cdy.
He sd KMO-0,815; kilm dinh Bartlet
cd Sig^O.OOO cho bidt cac bien cd luong quan
dft de phdn tich PCA la phu hgp.
Bdng 6:

DCTE

ca

cac

he

sd

bien

thien

nhdn Id (factor loading) ldn hon 0,695. Vi vdy
khdng can loai bd bien nao ra khdi phep phdn
tich PCA.
Tdng phuang sai trfeh dat 61,847% vdi
1 nhdn td rut trich duy nhdi, He sd Eigenvalue
la 3,092 dam bdo viec rut trich Id dat tidu chudn.
He sd ldi cac ydu td vd cdc nhdn td

lucmg irng cu the nhu sau:

Rut trich thanh phan chinh t u cac yeu to cam nhan ve TPNDCTE

Nhan
,6

Cam
nhdn
ve
TPN

Tat

(communalities) deu dat tren 0,5; cac he sd tdi

....
, A A
Tenc&yeuto

H|sotai
„^5„ ,<

Vdi tdi, chgn sft dyng hang Viet Nam la mpt quyet dinh khdn ngoan

0,849

Tdi ludn trung thdnh vdi hang Viet Nam

0,813

Tdi hai ldng vdi quyet dinh sft dung hdng Viel Nara da chgn

0,808

Khi da hai Idng vdi mpt san pham Viet Nam, tdi it khi chuyen sang SP
khac, cho du dd Id hang ngoai nhdp

0,758

Nlu tdi khdng tim thdy sdn phara Viet Nara thudng mua tai cfta hang quen
thi tdi se tim mua d noi khdc

0,696

Ngudn: kit qud xir ly dir lieu tren SPSS22 ciia nhdm nghien ciru, 2013.
4.4. Y dink
TPNDCTE

mua

cua NTD

doi v&i

Y dinh mua cfta ngudi tidu dung ddi vdi
TPTE san xudt trong nudc dugc do ludng
thdng qua 5 y l u Id nhu dugc the hien trong
bang dudi day:
Nhu vdy, y dinh mua cua NTD Viel Nam ve

TPNDCTE dat muc kha cao (hoi ddng y) nhung
khdng phai la dong y hoan toan - tuang duomg
vdi y dinh mua dugc khdng dinh chdc chan.

Thyc hien ldnh nit ggn cdc yeu Id md la y
dinh mua ve TPNDCTE ve mpt thdnh phdn
chinh la "Y dinh mua TPNDCTE", nhan dugc
kel qua nhu sau:
He sd Cronbach's alpha todn thang do Y
djnh raua thyc phdm ndi danh cho Ire era bdng
0,828 dara bao dal dp lin cay.
He so KMO=0,821; kilm dinh Bartlet
cd Sig^O.OOO cho bilt cac bidn cd tuong quan
dft d l phan tich PCA la phu hgp.

NhOng vin di KINH Tt VA CHINH TRj THt GIOI S6 10(234) 2015

-73


Hdng Hoa - HoaU-gng

Do iLfdng anh h u d n g cua cac cdng cu marketing..

Y dinh mua NTD Viet Nam doi vdi TPNDCTE

Bdng 7:

Ten cac menh a l mo t a n h t o f h i r c v l TPNDCTE

Diim
.^^^

Do lech
^^^A^

Toi chli dgng tim mua thuc phim Viet Nam cho tre em

5,34

1,224

2

Toi se mua thuc phim Viet Nam vao lin mua tiip theo

5,34

1,151

3

Toi CO thi mua thuc phim Viet Nam cho tre em niu no sin co
5,32

1,257

cua Viet Nam

5,33

1,186

Toi chic chin se mua thuc phim Viet Nam cho con em minh

5,08

1,407

1

a cua hang toi thudng mua
4

5

Niu toi cin thuc phim cho tre em, toi se thii mua thuc pham

NguSn: Kit qud dieu tra ciia nhom nghiin ciru, 2013.
Tdt ca cac he sd biln Ihidn
(communalities) diu dat Iren 0.5; cac he sd tai
nhan Id (factor loading) ldn han 0,700. Vi vdy
khdng cdn loai bd biln nao ra khdi phep phan
tfch PCA.
Tdng phuong sai trich dal 59,929% vdi
Bdng 8:
Nhan
; ,i

mpt nhan to nit trich duy nhat. He sd

Eigenvalue la 2,996 dam bao viec rut trfeh la
dat lieu chudn.
He sd tai cdc ydu Id ve cdc nhan td
tuong ftng cy the nhu sau:

Rut trich thanh phdn chinh tir cac yeu to y dinh mua TPNDCTE
_,.
. \\A
Ten cac yeu to

He so tai
„;,.„ , j

c3.1 Tdi chu dpng tim mua thyc pham Viet Nam cho trd em

0,805

c3.2 Tdi se mua thyc phdm Viet Nam vao ldn mua tidp iheo

0,86

Y
dinh
c3.3 Tdi cd the mua thuc phdm Viet Nam cho fre em ndu nd sdn c6 d cfta
mua
hang tdi Ihudng mua
TPN
DCTE c3.4 Neu tdi can thyc phdm cho tre em, tdi se thft mua thyc phdra cua
Viet Nam

0,725

c3.5 Tdi chdc chdn se mua thyc phdm Viet Nam cho con em minh

0,771

0,7

Nguon: Kit qud xu ly dii lieu trin SPSS22 ciia nhdm nghien cicu, 2013.
4.5. Phan lieh tuang quan vd hdi quy
Viec phan tfch tuang quan va hdi quy duac
thyc hien ldn lugt gifta tftng cap biln ddc lap vd
bien phu ihudc; trong dd, bien dpc lap la cdc

cdng cu marketing, cdn bien phy thupc ldn luot
>^ "^dn thftc, cam nhan vd y dinh mua cua NTD
^iet Nam ve TPNDCTE. Cdc phdn tich ISn lugt
gon^-

- NhOng vin di KINH Tt VA CHINH TR] THt GIOI So 10(234) 2Q15


Hdng Hoa - Hoai Long
He sd tuong quan Pearson gifta timg
bien ddc lap vdi biln phu thupc. Ket qua nay
cho bilt mftc dp chat che cua mdi lien he tuyen
tinh giua cac bien.
He sd tuong quan Pearson giua cac cap
bidn dpc lap vdi nhau de khdng dinh khdng cd
hidn tugng da cpng tuyen neu thuc hidn md

hinh hdi quy.
He sd R cho biel mftc dp phu hgp cua
md hinh hdi quy ddi vdi tap hgp mdu dilu tra.
Kiem dinh F cho biel dp phft hgp cua
md hinh ddi vdi ldng the.
Cdc gid fri p chuan hod de so sdnh mftc
dp anh hudng cua timg bien nguyen nhan din
bien kel qua.
Ket qud cu the timg cap nhu sau:
i) Anh hu&ng cua cdc cong cu Marketing
ddi v&i nhdn Ihuc cita NTD Viet Nam vi
TPNDCTE
He sd tucmg quan Pearson giua cdc cap
bien ddc lap la rat thdp. He sd nay gifta timg cap

Oo ludng anh hydng cua cac cdng cu marketing .
bien dpc lap - phu thupc cho biet Nhan thftc
cua NTD cd quan he khd chat vdi cdng cy San
phdra (r = 0,585, sig =0.000), tilp do la vdi
cdng cu Gid ca va phan phdi (r = 0,299, sig. =
0,000). Nhan thftc cd quan he khdng chat vdi
cdng cy Iruyen Ihdng va PR.
He sd R^= 0,474 cho bill trong 100% su
bien dpng cua bien phu thupc thi cd 47,4% Id do
cac bien ddc lap gdy anh hudng, cdn lai la do
cac yeu td ngoai md hinh. Dieu nay la hgp ly vi
Nhdn thftc ciia NTD chac chdn cdn chiu anh
hudng bdi nhieu yeu td khdc Marketing.
Kilm dinh F nhan gid tri 183.273 vdi
sig. = 0.000 cho bill md hinh phu hgp vdi

tdng the.
Cac gid Iri p chuan hoa deu cd gid tri
sig. <0,05, vdi cac gia tri cy the cua p chuan
hoa nhu dugc thi hien Irong so dd dudi day;
theo dd cdng cy San phdm (PI) cd dnh hudng
raanh nhdt din nhdn thftc cua NTDViet Nam vd
TPNDCTE, tiep theo la cdng cy Gid cd va phan
phdi (P2 va P3).

Hlnh 2: So sanh anh hudng cua cac cong eu Marketing den Nhan thuc cua NTDViet Nara
ve TPNDCTE

M.'-.!ld.'nj I'K

t r i ^ 1..1 \.i ph.m p h o

!niv..T. livn-j M^rUtiMi:
S in itham \ J thir.vnij hicu

Ngudn: Kit qud xic ly thdng lin cua nhom nghien ciru. 2013.

NhOng vin di KINH Tt VA CHJNH TRj THt GIOI So 10(234) 2015


Oo ludng anh hudng cua cac cdng cu marketing..

Hdng Hoa - HoaM-ong.

ii) Anh hu&ng cua cdc cdng cu Marketing
ddi v&i Cdm nhgn cua NTDViet Nam ve

TPNDCTE

cac yeu td ngoai md hinh. Dilu nay Id hgp iy vi
Cdm nhdn cua NTD chdc chdn cdn chiu dnh
hudng bdi nhieu ydu td khdc Marketing.

He sd tuong quan Pearson gifta cdc cap
biln dpc lap Id rdt thdp. He sd nay gifta tftng cap
biln dpc lap - phu thupc cho biet Cam nhan cua
NTD cd quan he kha chat vdi cdng cy San
phdm (r ^ 0,595, sig -0,000), tilp dd la vdi
cdng cu Gia ca va phdn phoi (r = 0,297, sig. 0.000). Cdm nhan cd quan he khdng chat vdi
cdng cu tmydn thdng vd PR.

Kidm djnh F nhan gia tri 181,072 vdi
sig. = 0,000 cho bilt md hinh phu hgp vdi
tdng the.

He sd R^= 0,472 cho bill Irong 100% sy
bien dpng cua bien phy thudc thi cd 47,2% la do
cdc bien dpc lap gdy dnh hudng, cdn lai la do

TPNDCTE, tilp theo la cdng cu Gia cd va phdn

Cac gid tri p chudn hod ddu cd gid Iri
sig. <0,05, vdi cdc gid tri cy the cua P chuan
hod nhu dugc the hien trong so do dudi day;
theo dd cdng cu San phdm (PI) cd anh hudng
manh nhdt din Cam nhan cua NTDViet Nam ve
phdi(P2vaP3).

Htnh 4: So sanh anh hudng cua cac cong cu Marketing den Cam nhan cua NTD Viet Nam
ve TPNDCTE

Mo.ilJi;n'jFR

Vmu

tM(u

\ j phjn phoi

U.2v'f>

iniVtT.lhanii Ma-ki.-uni;

S.in [\hm \ J diir.'in.' :.'.c[\

0.6
Nguon: Kit qud xu ly thdng lin cua nhdm nghien citu, 2013
iii) Anh hu&ng cita cdc cdng cu Marketing
ddi v&i Y dinh mua ciia NTD Viet Nam ddi v&i
TPNDCTE

76"

He sd tuong quan Pearson gifta cdc cdo
biln dpc lap la rat thdp. He sd ndy gifta tftng cap
l^jgj^ ^Q(. lgp _ phy thupc cho bilt Y dinh mua

- NhOng vin di KINH Tt VA CHINH TR] THt GIOI S6 10(234) 2015


Oo ludng anh hudng cua cac cdng ci^ marketing.

Hdng Hoa - Hoai Long

cua NTD cd quan he kha chat vdi cdng cu San
phdm (r = 0,457, sig =0,000), tilp dd la vdi
cdng cy Gia ca va phdn phdi (r - 0,240, sig. 0,000). Y dinh mua cd quan he khdng chdt vdi
cdng cu tmydn thdng vd PR,frongdo y dinh mua
lai cd quan he ngugc chieu vdi cdng cu PR.
He sd R^= 0,247 cho bill trong 100%
sy bien dpng cua bien phu thupc thi cd 24,7%
la do cac bien dpc lap gay dnh hudng, cdn lai
Id do cdc yeu td ngoai md hinh. Didu nay la
hgp ly vi Y dinh raua cfta NTD chdc chdn cdn
chiu dnh hudng bdi nhieu yeu id khdc
Marketing.
Kiem dinh F nhan gid fri 76,241 vdi sig.=
0.000 cho bietradhinh phft hgp vdi tdng thi.

Cac gia tri p chudn hod vdi cdc cdng cy
PI, P2, P3 va truyen thdng (khdng cd PR) deu
cd gia tri sig. <0,05. Tuy nhien gia tri sig cfta
cdng cy PR lai nhan gia tri 0,773, do dd ndu
chap nhdn gid tri p nay vdi long the se cd
nguy CO radc sai ldm loai 1 theo nguyen lac
Ihdng ke. Do dd, phan so sanh cac gid Iri p
chuan hod se chi dugc thyc hidn vdi md hinh

hdi quy da rut nhdra cdng cy PR, vdi cdc gia
tri cy the cua p chudn hod nhu dugc the hien
trong sa dd dudi ddy. Theo dd cdng cu San
phara (PI) cd anh hudng manh nhdt den Y
dinh mua cua NTDViet Nam vl TPNDCTE,
liep theo la cdng cu Gid ca va phan phdi (P2
vaP3).

Htnh 5: So sanh anh hudng cua cac cong cu Mariceting den Y dinh mua cua NTD Viet Nara
doi vdi TPNDCTE

(riJii-j vjph.ir. phoi

•li-.;vc;.lhdrmNL:rL-...

iUlvi

Sjnphjm\ithLio'ni!r.!i.ni

U

U.l

\}.:

0.3

0,4

:i^

Ngudn: Kit qud xit ly thdng tin cua nhdm nghien eitu, 2013.

NhOng vin di KINH Tt VA CHINH TW THt GIOI So 10(234)2015

-77


Oo ludng anh hudng cua cac cdng cu marketing.

Hdng Hoa - Hoa[Long

iv) Phdn lich hi sd luang quan giita Nhdn

Theo dd, mftc dp tuong quan g i i ^ Nhdn thuc
va Cdm nhdn la 0,686 vdi sig = 0,000, gida
Cam nhan va y djnh mua Id 0,604. Ddy la
nhijng mftc tuang quan kha chdl, khdng dinh
rad hinh ly thuyet dp dung trong tmdng hgp
nghien cftu nay la phu hgp.

thuc - Cdm nhgn va y dinh mua
Thuc hien phan tich he sd tuong quan
Pearson giua 3 thanh phan nay cho ket qua
nhu sau:
Bdng 9:

Cac he so tuong quan giua Nhan thirc - Cam nhdn va y dinh mua
Nhan thirc ve

C a m nhan ve

Y dinh mua

TPNDCTE

TPNDCTE

TPNDCTE

1

0,686"

0,487"

0,000

0,000

Cac he so

Nhan thiic ve

Pearson Correlation

TPNDCTE
Sig. (2-tailed)

Cam nhan ve

N

843

840

839

Pearson Correlation

0,686"

1

0,604"

Sig. (2-tailed)

0,000

N

840

842

838

Pearson Correlation

0,487"

0,604"

1

Sig. (2-tailed)

0,000

0,000

N

839

838

TPNDCTE

Y djnh mua

0,000

TPNDCTE

841

** Correlation is significant al the 0.01 level (2- •tailed).

5.

Ket luan nghien t u u va cac de xudt

Cdc ket qud nghien cftu da cho thdy rdng
md hinh sft dung Irong Irudng hgp TPNDCTE
la phu hgp; cac cdng cu marketing cd dnh
hudng dang kl din Thai dp cua ngudi lieu
dung Viet Nam ddi vdi Ihuc phdm ndi sdn xudt
trong nudc.
Theo kel qud tft cudc nghien cftu, c6 thi
thdy hien tai ngudi tieu dftng Viet Nam chi
ddnh gid Ihyc pham ndi danh cho Ire em d

78"

mftc trung binh va khdng cd y djnh mua chdc
chan ddi vdi chung. Mac du cd thai dp khd
Ihuan lgi ddi vdi hang npi ndi chung, nhung
hg se chi mua san phdm ma bdn than hg thdy
tin tudng thdng qua nam dugc thdng tin v l
Ihdnh phdn, ngudn gde xudt xft, dugc bdo
dam bdi cdc Id chftc nha nudc cd uy tin va
bdi chinh uy tin va thuang hieu cua nhd sdn
xudt; ddng thdi gia ca phai hgp ly va phdn
phdi thudn tien, sdn phdm san cd. Tuy nhien
ban than niem tin cua hg ddi vdi

^3n phdm

- NhOng vin di KINH Tt VA CHINH TRj THt GIOI S6 10(234) 2015


Hdng Hoa - Hoai Long

Oo ludng anh hudng cua cac cdng cu marketing

npi hien nay la khdng chdc chan va de dang

Nhd nudc can lang cudng kiem sodt doanh

bi ldc dpng bdi cdc thdng tin trai chieu hoac

nghiep ve chdl lugng Ihyc pham danh cho tre

phe phan.

em. Cac ca quan quan ly ve chat lugng va ve

Tft kdl qua nghien cuu, cac lac gia dua ra
mpt sd d l xudt nhdm nang cao kha nang canh
tranh cua thuc phdm npi danh cho tre em so
vdi hdng ngoai nhdp ddnh cho cdc doanh
nghiep kinh doanh thyc phdm danh cho ire era
nhu sau:
Tha nhdt, ddy Id gidi phap quan frgng nhat,
lap tmng ndng cao chdt lugng san phdm vd xdy
dyng uy tin/thuong hieu ihdng qua chinh chdt
lugng san phdm, vdi cdc dinh hudng:

sinh an toan thuc pham cung can tao niem lin
cua ngudi lidu dftng ve su kiem sodl cfta cac co
quan ddi vdi mat hang nay. Nha nudc ciing cdn
truyen thdng den vdi ngudi ddn vd cdc doanh
nghiep cd uy Ifn va cdc doanh nghiep sdn xual
TPNDCTE.
6.

Han

che cua nghien cuu va

cac

hudng nghien cuu tiep theo
Trong khudn khd cua bai viet nay, chiing tdi
cung chua cd dieu kien xu ly chuyen sdu de

Kiera sodt ngudn goc xudt xft ciia cac
thdnh phdn nguyen lieu.

lim ra nhiing khdc biet theo cac nhdm ngudi

Nghien cftu cdng thftc pha che phft hgp
the trang va dac thu cua ngudi Viet Nara.

nghiep, trinh dp, thu nhap, sd con va do dd la

Thdng tin ro rdng, tin cdy ve Ihdnh
phan va cdng thftc (vf du nhu tren bao gdi

sdn phara).

lieu dung theo cdc ddc diem ve Ifta tudi, nghe
kinh nghiem nudi con. Cac nghien cftu tiep
theo chung tdi se tap trung vao van de nay vdi
hy vgng tim ra tieu chf phan doan thi trudng
phil hgp vdi nganh, md td dugc sy khac biet
gifta cac doan thi trudng khdc nhau, tft do cd

Cd sy dam bao cua mdt co quan co
thdm quydn vd chat lugng sdn pham.
Nghien cftu khdc biet hod va dinh v|
san phdm Iheo mpt (vdi) thudc tfnh chat lugng
hodc thdnh phdn vugt Irdi.

cdc ggi y ve lya chgn thj trudng rauc lieu cho
cdc doanh nghiep.
Do han che ve thdi gian vd ngudn lyc
nen mdu nghien cftu chi gdra 846 ngudi dai
dien cho cac hd gia dinh Irung luu, viec Ihu

Xdy dung thuang hieu gan chat vdi uy
tin ve chat lugng.

thdp Ihdng tin chi dugc tien hanh d ba

Thir hai, duy tri sftc canh Iranh qua gia va
he thdng phdn phdi.

Minh. Chfnh vi vdy, tfnh dai dien cua radu

Thu ba, dan dan cdi thien cdc boat dpng
tmydn thdng tich hgp nhu khuyen mdi, cdc
boat dpng chdm sdc khdch hang xoay quanh
gid tn chdt lugng cua sdn phara va gia ca
(chdng han nhu dimg thft sdn phdm, thdng tin
tuong lac vdi khdch hang vl chdt lugng,
khuyen raai vao gia, lich dilm ddi qua...)

nghien cftu chua thuc sy cao. Nhdm khdc

thanh phd Hd Npi, Da Ndng va Ho Chi
nghien cftu

va tfnh tdng quat hda

cua

phye han che nay, cac nghien cftu liep theo
cdn md rpng doi tugng dieu Ira den ngudi
dan sdng d cdc vung dia ban khdc nhau vd
ldng sd dan vj mdu khdo sal.
Vdi muc tieu ciia de tdi iheo dudi, chung
tdi chi dung d viec lim ra va do ludng anh

NhOng vin di KINH Tt VA CHJNH TRI THt GIOI S6 10(234) 2015-


Oo ludng anh hudng cua cac cdng cu marketing,.

Hdng Hoa - Hoa[Lgng^

hudng cua cac cdng cu Marketing ca ban

ngudi lieu dung vd khach hdng muc tieu, tu

nhat den hdnh vi lidu dung hang npi, chua

dd dinh hudng hoat dpng san xudt; cung nhu

the nghien cftu sau ve Iftng ydu td Marketing.

cd dinh hudng cu the cho cdc hoat dgng

D I mang lai hieu qud cao cac doanh nghidp

marketing de tranh su ddu tu sai hudng, dan

ndn ddu tu nghien cftu marketing de nam bdt

trai khdng cd trgng tam hodc khdng mang lai

dugc chinh xdc nhu cdu vd raong mudn ciia

hieu qua*

Tai lieu tham khao
1

Isabelle Szmigin & Maria Piacenlini (2015): Consumer behavior, Oxford

University Press

80-

2.

Peter, J. Paul, Olson, Jerry C , (2010): Consumer Behavior & Marketing
Strategy, McGraw Hill Highei; Education

3.

Philip Kotler & Kevin Lane Keller (2012): Marketing
Pearson Education Limited.

management,

4.

Philip Kotler (2004): Marketing management. Prentice Hall PTR

5.

Solomon, M., Baraossy, G., Askegaard, S., & Hogg, M. (2010): Consumer
Behaviour: A Euro- pean Perspective (4th ed.). Prentice Hall

6.

Trdn Minh Dao (2012): Marketing
qudc dan.

7.

Vii Huy Thdng (2010): Hdnh vi nguai tieu dung, NXB. Dai hgc kinh tl
qudc dan.

cdn bdn, N X B . Dai hgc kinh te

- NhOng vin di KINH Tt VA CHINH TRj T H £ GIOI S6 10(234) 2015