Tác động của các thuộc tính sản phẩm đến xu hướng tiêu dùng và ý nghĩa của nó đối với hoạt động kinh doanh đồ lót phụ nữ tại TP. Hồ Chí Minh

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BQ GIAO Dl)C VA DAO T~O
TRUONG D~I HQC KIND TE TP. HCM
------ft;,. *~--------

NGUYEN NAM TIEN

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TAC BONG

CUA CAC THUOC
.
. TINH SAN PHAM
DEN xu Hu'ONG TIEU DUNG vA

y NGHIA CUA

NO BOI VOl HOA. T BONG
. KINH DOANH BO
LOT PHl) NU T~I THANH PHO HO CHi MINH

Chuyen nganh : QUAN TRf KINH DOANH
Mii sff: 5 • 02 • 05

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LUAN
. VAN THAC
. SI KINH TE

Ngllili hllfJng dan khoa hvc:

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TS. NGUYEN
DINH
THQ

r¢ c:Ao f'')C: vA s~\o no TP. Hd Chi Minh- Nam 2004
r:·,u
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'-'CM
111'·~'u:?i~'G·
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t.: ·rp·· .11
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MVCLVC
Trang
Ml;IC ll;IC ..................................................................................................................... .i
Danh m1;JC cac bang .................................................................................................. .iv
Danh m1;JC cac hinh .................................................................................................... vi
T6m t~t ....................................................................................................................... vii
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PHAN MO DAU
1. Giai thi~u ............................................................................................................ .1
2. Ml;IC tieu nghien cU'u ............................................................................................2
3.

Ph~m

vi va phuong phap nghien cU'u ................................................................ .3
.:;:;: cua d~e ta1
'. .............................................................................. .. 4
4 . Y" ngh-1a thrfc t1en
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5. Ke"t ca"u cda lu~n van .......................................................................................... 5
CHu'ONG 1:

co s0LY THUYET vA MO HlNHNGHIEN cuu

1.1

Giai thi~u ............................................................................................................................................ 7

1.2

Xu huang tieu dung ......................................................................................................................7

1.3

1.2.1

Dinh nghia ................................ ,........................................................................................... 7

1.2.2

Thai d<) nguoi tieu dung ............................................................................................... 7

1.2.3

Giai do~n danh gia cac lrfa chQn va xu huang tieu dung ......................... 8

Thu<)c tinh cda san ph~m d6i vai giai do~n danh gia cac lrfa
chQn va xu huang tieu dung....................................................... ;.......................................... 10
I:'\' h
/ th UQC tm h cua san p h_:tam............................ . 10
1 .3 . 1
uJn ng h-1a san p h_:t
am va' cac
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1.4

A

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1.3 .2

Mo hinh danh gia cac thu<)c tinh trong giai do~n lrfa chQn.................... 11

1.3 .3

· ve~ th"'
L a1 d"Q va' h'an h v1· t'"
1eu d'ung................................ . 13

Cac thu<)c tinh tac d<)ng vao xu huang tieu dung cda khach
hang nfi' giai t~i TPHCM va mo hinh nghien cU'u ................................................... 14

1.5

T6m t~t ............................................................................................................................................... 17

CHUONG 2: PHUONG PHAP NGHlEN CUU
thi~u ........................................................................................................................................... 18

2.1

Gioi

2.2

Thie"t ke" nghien cll'u ................................................................................................................... 18

2.3

2.2.1

Qui trlnh nghien cll'u........................................................................................................ 18

2.2.2

Nghien cll'u kham pha (dinh tinh) ............................................................................ 20

2.2.3

Nghien cll'u chinh thuc (dinh lt.tqng) ...................................................................... .20

Xay d1;l'ng thang do .........................................................................................................................21
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th"'
2 .3 . 1

uo Iu'CJng
at d"'Q cua kh"ach h'ang ve;:: ch""
at Iu'qng san ph~am.................. .. 21
I:'\
Iu'CJng
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th at
". d Q cua kh"ach h'ang ve;:: k'teu
~ d"
2 •3 .2
JJO
ang san p h~am.................... .22
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2.3.3

Do Iu'ong thai dt) ciia khach hang v~ s1;l' da dl;lng ciia san

2 .3 .4

ph§:m....................................................................................................................................... 23
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uo Iu'CJng
at d"'Q cua kh"ach h'ang ve;:: nh-an h'"'
ttfU san p h~am.................... .23

2 . 3 .5

n
JJO

2.3.6

Do Ittong thai dt) ciia khach hang v~ dich VI;I ban h~mg...........................24

2.3.7

Do Ittong thai dt) ciia khach hang v~ s1J hftp dfin ciia

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Iu'vng
·>~
th".
. " ca san ph~am ............................ .24
at d"'Q cua kh"ach h'ang ve;:: gta
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chu'dng trlnh khuye"n ml;li............................................................................................25
2.4

T6m tiit ...............................................................................................................................................26

cHuaNG 3: PHAN TfcH

nu Lleu, rffiT QuA v A Y" NGHIA cuA NGHlEN

cuu DOl VOl HOAT DQNG KINH DOANH DO LOT PH{) NU
TAlTPHCM
3.1

Gioi thi~u .........................................................................................................................................27

3.2

Thong tin mfiu nghien cll'u................................................................................................. 27

3.3

Danh gia dt) tin c~y ciia thang do va phan tich nhan t6. .................................... 30
c~y

3.3.1

Danh gia dt) tin

ciia thang do ....................................................................... .30

3.3 .2

Phan tich nhan t6............................................................................................................ 33

3.4

Ki€m dinh mo hlnh Iy thuye"t.. .......................................................................................... .37

3.5

Muc dt) quan trqng ciia cac thut)c tinh d6i voi xu hu'ong tieu
dung khi mua d6 I6t phi;I m1 tl;li TPHCM..................................................................... 40

3.6

Xu hu'ong tieu dung ciia khach hang d6i voi cac san ph§:m
d6 I6t tl;li TPHCM......................................................................................................................41

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3.7

Muc d(> khac bi~t ve muc d(> danh gia ciia cac d6i
ttt<;lng khach hang .........................................................................................................................44

3.8

Nhii'ng

y ngh1a d6i voi ho~t d(>ng kinh doanh dd 16t ph1;1

nii' t~i TPHCM ................................................................................................................................. 4 7

3.8.1

Nghien cU'u va anh hudng ciia cac xu hliong tieu dung thong
qua cac thu(>c tinh .............................................................................................................4 7

3.8.2

Phan tich muc d(> quan trqng ciia til'ng thu(>c tinh vao xu
huong tieu dung c6

y ngh1a quan trqng trong vi~c hlnh

thanh chie'n lli<;lc kinh doanh tie'p th!.................................................................... .4 7

3.9

Tom t~t ................................................................................................................................................49

I. Gioi

thi~u ................................................................................................................................................... 51

2. Ke't qua chinh......................................................................................................................................... 52
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h•>'A
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3 . H ~n ch e-<' cua ng h'1en Cuu
va' cac
uvng ng h'1en Cuu
1ep theo.................................. .53
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Tai Ii~u tham khao....................................................................................................................................... 55
Iu~n

Ph1;1 l1;1c 1:

Dan bai thao

Phl;lll;IC 2:

Bang cau hoi nghien CUu dinh h.t<;lng ..................................................................58

Phl;l ll;IC 3:

Banh gia d(> tin

Ph1;1 l1;1c 4:

Phan tich nhan t6 cac thang do .............................................................................. 68

Phl;l ll;IC 5:

Phan tich hdi quy tuye'n tinh b(>i.. ......................................................................... 75

Phl;lll;IC 6:

Phan tinh str danh gia ciia khach hang d6i voi cac thu(>c

nh6m............................................................................................. 56

c~y

ciia cac thang do ............................................................... 60

tinh.......................................................................................................................................... 76
Phl;l ll;IC 7:

Phan tich ki~m djnh tri trung blnh..................................................................... 77

Phl;l ll;IC 8:

Ke't qua phan tich phudng sai theo nh6m tu6i, nghe
nghi~p. thu nh~p ............................................................................................................ 78

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DANH MVC CAC BANG
Trang
Bang 2.1
Bang 2.2
Bang 2.3
Bang 2.4
Bang 2.5
Bang 2.6
Bang 2.7
Bang 2.8
Bang 3.1
Bang 3.2
Bang 3.3
Bang 3.4

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T ten d"'Q thl{c h'A
t~n ngh'A
ten cii'u
Thang do danh gia ciia khach hang ve cha't h.tpam
h;/ ........................................................................................................... ..
Thang do danh gia ciia khach hang ve ki~u dang san
;/
pam

h ........................................................................................................... ..
Thang do danh gia ciia khach hang ve sl{ da d~ng san
;/
pam
h .......................................................................................................... .
Thang do danh gia ciia khach hang ve nhan hi~u san
;/ .
pam
h .......................................................................................................... .
Thang do danh gia ciia khach hang ve gia ca san
pam
h;/ ........................................................................................................... .
Thang do danh gia ciia khach hang ve d!ch v~ ban
hang ............................................................................................................ .
Thang do danh gia ciia khach hang ve sl{ ha'n dfin ciia
. . h kh uyen
,.:' mat
-· .................................................... ..
chu'dng trtn
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h'"'
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Ngheng
t~p cua mau ng h'"'
ten cii'u
"'1~
Ch t''"'
tteu trung b'hh
m c o mqt
an mua d~l"

o ot...................... ..
H~ s6 tin c~y alpha ciia cac thang do Ifin mqt.. .............. ..
Ke't qua phan tich dq tin c~y thang do nhan hi~u san
;/ I~an mqt .................................................................................... .
p h am
Ke't qua phan tich dq tin c~y thang do nhan hi~u san
;/ I~an h at.. ...................................................................................... .
ph am
H~ s6 tin c~y alpha ciia cac thang do Ifin hai.. .............. .
Chi s6 KMO ciia cac thang do ................................................ .
Ke't qua phan tich nhan t6 thang do cha't lu'pam
h;/ ....................................................................................................... .
Ke't qua phan tich nhan t6 thang do ki~u dang san
;/
h ......................................................................................................... .
pam
Ke't qua phan tich nhan t6 thang do Sl{ da d~ng san
h;/ ......................................................................................................... .
pam
Ke't qua phan tich nhan t6 thang do nhan hi~u san
;/
h .......................................................................................................... .
pam
Ke't qua phan tich nhan t6 thang do gia ca san philm.. .
Ke't qua phan tich nhan t6 thang do d!ch v~ ban hang.
Ke't qua phan tich nhan t6 thang do khuye'n maL .......... .
Ke't qua phan tich h6i quy ciia mo hinh ly thuy6t.. .... :.. ..
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Bang 3.5
Bang 3.6
Bang 3.7
Bang 3.8
Bang 3.9
Bang 3.10
Bang 3.11
Bang 3.12
Bang 3.13
Bang 3.14
Bang 3.15

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28

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31
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34

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Bang 3.16 Muc dQ danh gia ciia khach hang v~ thUQC tinh san
phfim d6 lot pht,t m1' tac ddung ............................................................................................................. .
Bang 3.17 Muc dQ danh gia ciia khach hang v~ thUQC tfnh san
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d/1:o I"ot cua cac n h-an h'"'
p h am
It(U t~1. TPHCM...................... ..
Bang 3-18 Phan tich ki€'m dinh tri trung binh d6i voi cac thUQC
tinh ............................................................................................................... .
Bang 3-19 Muc dQ khac bi~t giii'a cac nh6m tu6i v~ st! danh gia
thUQC tfnh .................................................................................................. .

Bang 3-20 Muc dQ khac bi~t giii'a cac muc dQ thu nh~p v~ st!
danh gia thuBang 3-21 Muc dQ khac bi~t giii'a cac nhom ngh~ nghi~p v~ st!
danh gia thu?

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DANH MUC
. CAC HINH VE VA DO THI.
Trang
IDnh 1.1

Mo hinh ba thanh phfin thai d() .............................................. ..

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IDnh 1.2

9

IDnh 1.3

Cac lo~i hanh vi tieu dung ....................................................... .
" d"Q cua san ph,:?am.......................................................... .
B a mac

11

IDnh 1.4

Mo hinh thai d
14

IDnh 1.5

"" cua d~e ta1
". .................................................. .
M o" h"1nhI"y thuyet

16

IDnh 2.1

Quy trinh nghien cU'u................................................................... .
" tuo1
-:!·
.~.
f) Q
cua mau ngh'"
1en Cuu
.................................................. ..

19

IDnh 3.1

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IDnh 3.3

·*'· .............................................. .
" cua mau ngh'"
Thu nh ~p
1en Cuu
.~. ........................... .
S o""l~an mua d~
o l"t
o cua mau ng h'"
1en cuu

IDnh 3.4

Ke""t qua k',:?
1em d'!Dh mo"h"mh 1"y th uye-<'t ............................. ..

40

IDnh 3.2

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Ml;IC dich chinh cua d~ tai nay Ia xac dinh cac thuxu hu'ong tieu dung cua khach hang mua ddlot t~i TPHCM, xay dlfng cac thang
do ds do luong cac thum6i quan ht% giua cac thuhQ mua dd lot (J cac cti'a hang t~i TPHCM.
Tren cd sd cac ly thuye"t v~ xu hu'ong tieu dung va do lu'ong da co tren thi
tru'ong the" gioi va nghien cll'u kham pha dinh tinh t~i TPHCM, mthuye"t va cac thang do nhii'ng khai nit%m nghien CUu du'qc du'a ra. MCUu dinh lu'qng du'QC thlfc hit%n VOi IDQt mfiu 312 khach hang d~ danh gia CaC
thang do va kism dinh mo hinh ly thuye"t.
Ke"t qua ki~m djnh va nhung l~p lu~n cho thffy cac thang do d~t yeu c§u
voi m
s6 di~u chinh cho phep, mo hinh ly thuye"t phil hqp voi thong tin thi

tru'ong va da so' cac gia thuye"t du'qc chffp nh~n. Cl;l th~ cac thuvao xu hu'ong tieu dung m~t hang d6 lot phl;l mJ Ia chfft lu'qng san phffm, nhan
hit%u san phffm, gia ca san phffm, djch Vl;l ban hang va chu'dng trinh khuye'n mai.
Bdng thoi ke"t qua phan tich cung cho thffy ba thu

phffm va chu'dng trinh khuye"n mai dong vai tro quan trQng trong xu hu'ong mua
hang cua m~t hang d6 lot phl;l nii'.
Ke't qua cua nghien CUu nay co mkinh doanh tie"p thi m~t hang dd lot phl;l nii' t~i TPHCM. Cl;l th~ Ia no giup cac
nha kinh doanh m~t hang d6 lot phl;l nii' xac dinh ro cac thuddo cac nha kinh doanh m~t hang d6 lot phl;l nu cd scJ d~ hinh thanh chie"n lu'qc
kinh doanh tie'p thi hqp ly' hit$u qua d~ hinh thanh lqi the" c~nh tranh cua minh
tren thi tru'ong. Bdng thoi ke"t qua cua nghien CUu nay cfing giup cac nha kinh
doanh m~t hang dd lot phl;l nii' co th~ ki~m soat chie"n lu'qc kinh doanh tie"p thi
thong qua vit$c do lu'ong danh gia cua khach hang d6i voi cac thuphffm. Ngoai ra, ke't qua cua nghien CUu nay cfing giup cac cong ty quang cao
co djnh hu'ong xay dl.fng cac chu'dng trinh truy~n thong va tie"p thi hqp ly dl.fa
tren vit$c khai thac cac thUQC tlnh san phffm rna khach hang coi trQng.
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PHANMODAU
1. GiOi thi~u

BQng thai tieu dung du'<;fc nghien cll'u nhu' mQt nganh khoa hqc vl ban than chti
the nghien cll'u Ia mQt the' gioi thu nho. Trong d6, hanh vi tieu dung c6 thS du'<;fc

dinh nghia nhu' la cac ho~t dQng va tie'n trlnh lien quan de'n vit$c tlm kie'm, h.,ta
chqn, mua hang, sti' dqng, danh gia va lo~i bo hang h6a va dich VlJ. B6i voi
nhi~U lo~i san phgm Va dich VlJ, quye't dinh mua hang la ke't qua CUa IDQt tie'n

trlnh chi tie't va lau dai bao g6m vit$c tim kie'm thong tin, danh gia va so sanh
nhan hit$u. MQt

s6 quye't dinh mua hang khac c6 tinh cha"t ng~u nhien hon vi dq

nhu' vit$c mua san phgm b~t ngu6n

tu vit$c nhln tha'y san phgm du'<;fc tru'ng bay

mQt each n6i b~t voi IDQt md'c giam gia ha'p dfin trong cti'a hang (Belch & Belch,
2001, 106). Do d6, hieu du'<;fc dQng thai nguoi tieu dung, dijc bit$t Ia qua trlnh
hlnh thanh XU hu'ong tieu dung Ia IDQt nhu C~U va thach thd'c rna ngu'oi lam cong
tac tie'p thi quan tam nghien cll'u vl day la mQt chla kh6a d6i voi sJ! thanh cong
cua chu'ong trlnh tie'p thi hit$u qua. Cau hoi du'<;fc dijt ra

oday Ia di~u gl da di~n

ra trong qua trlnh hlnh thanh xu hu'ong tieu dung cua khach hang? Nhii'ng nhan

t6 va thUQC tinh nao dong vai tro anh hu'ong quye't dinh trong XU hu'ong tieu
dung? T~m quan trqng cua cac nhan t6 nay va phu'ong each do lu'ong chung? Be

s6 nha nghien cll'u tren the' gioi nhu' Sheth; Newman
& Mittal (1999) hay Fishbein (1975) da du'a ra IDQt s6 mo hlnh mota qua trlnh
hlnh thanh xu hu'ong tieu dung va d~ ra mQt s6 thang do dS do lu'ong chung.
tra loi diu hoi nay thl mQt

Khi thie't ke' mQt chu'ong trlnh kinh doanh tie'p thi thl vit$c hieu xu hu'ong
tieu dung CUa khach hang Ia IDQt vit$c lam quan trqng VI no giup ngu'oi lam tie'p
thi tie't kit$m thoi gian va chi phi de t~o ra mQt chu'ong trlnh tie'p thi hit$u qua lau
dai tren thi tru'ong. Cau hoi d6i voi ngu'oi lam cong tac tie'p thi Ia t~i sao ngu'oi
tieu dung chqn dung san phgm nay rna khong chqn san phgm khac va t~i sao hQ
l~i c6 xu hu'ong tieu dung nhu' v~y? Nh~n bie't du'<;fc va'n d~ td'c Ia giai quye't

dtt<;fc IDQt m}a vfi'n d~, va di~u nay hoan toan dung va quan trqng d6i voi cac cac

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san phffm ph~c v~ cho phai nu, i'J day Ia san phffm ddlot ph~ nu. Mqt san phffm
thie't ye'u va nh~y cam ddi voi ngttoi tieu dung la nu gioi. Hi<$n nay, tren dia ban
TPHCM thl ngoai mmthi co

y nghia va hi<$u qua cho nganh trang ph~c dd lot nu thl yeu cdu co m
nghien cU'u, do lu'ong tac dqng cua thuqc tinh san phffm de'n xu hu'ong tieu dung
la mB~ng each phat hi<$n ra nhung thu
danh gia cua ngttoi tieu dung vs nhan hi<$u do thl nha tie'p thi co cd si'J cho vi<$c
hlnh thanh nhung chie'n lttqc quang cao va tie'p thi hi<$u qua. Cac cong ty co th~
huang ngu6n ll.fc vao vi<$c nha"n m~nh. diSu chinh hay hlnh thanh cac thu

san phffm do do'i voi ngu'oi mua hang.
Nhtt v~y, vi<$c tim ra nhung thuqc tinh cua san phffm tac dqng vao xu
hu'ong tieu dung va do lu'ong cac thuho~ch dinh chie'n lttqc tie'p thi, gia tang kha nang c~nh tranh va chie'm linh thi

tru'ong cua cac cong ty san xua"t va kinh doanh d6 lot ph~ nu va cling nhu' la d~
dap ling nhu cdu cho ngttoi tieu dung mhi<$h nay. ·

2. M]Jc tieu nghien cuu
Nhtt da gioi thi<$u i'J phdn tren, xu httong tieu dung Ia mtrong Sl.f thanh cong hay th{t b~i cua mqt san phffm, mqt nhan hi<$u tren thi
tru'ong. Tuy nhien vi<$c thl.fc hi<$n xac dinh muc dphffm de'n xu hu'ong tieu dung cua cac cong ty san xua"t va kinh doanh dd lot ph~
nu t~i TPHCM v~n chua dttqc thl.fc hi<$n dung muc voi tdm quan trQng cua no.
Ngoai ra, cac nghien cU'u vS hanh vi tieu dung noi chung va xu hu'ong tieu dung
noi rieng tren the' gioi da dttqc nghien cuu nhu the' nao va co phu hqp voi diSu
ki~n TPHCM hay khong v~n con la cau hoi.

Nh~m dong gop them vao vi<$c phat tri~n thi tru'ong d6 lot ph~ nu t~i

TPHCM b~ng vi<$c xac dinh cac thuqc tinh quan trQng va do lttong muc dq tac
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d()ng cua no vao xu httong tieu dung. TU do co cd sd xay dlfng chie'n lttqc tie'p
thi va phat trisn thttdng hit$u dung difn, phat buy dttqc the' m~nh cua doanh

nghit$p kinh doanh m~t hang nay. Nghien cll'u nay co cac ml;lC dich sau:
1. Xac djnh cac thu

hang dd lot ph1;1 ncr t~i TPHCM.
2. Xay dlfng cac thang do lu'ong cac thu()c tinh tren.
3. Xay dlfng va kiSm dinh mo hlnh ly thuye't vS m6i quan ht$ gicra cac thutinh tren d6i voi xu hu'ong tieu dung t~i cac cua hang ban dd lot phl;l ncr
t~i

3.

TPHCM.

Ph~m

viva phtio'ng phap nghi~n CUll

DS tai nay chi t~p trung nghien cll'u muc d9 anh httdng cua cac thu()c tinh san
phffm d6i voi xu hu'ong tieu dung m~t hang dd lot phl;l ncr t~i cac cua hang ban
ddlot ph1;1 ncr t~i TPHCM va du'qc thlfc hit$n qua hai bu'oc Ia:
Nghien cll'u kham pha va nghien cll'u chinh thuc. Ca hai nghien cll'u nay
dSu du'qc tie'n hanh t~i TPHCM. Cac cua hang ban dd lot dttqc chQn lam dja
di~m nghien cll'u la cua hang ban dd lot cua Triumph, Vera qua hai kenh ban

hang Ia ht$ th6ng cua hang cua cong ty va ht$ th6ng cua hang t~i cac trung tam
thoi trang; ht$ th6ng sieu

thi

t~i TPHCM. Bay

Ia cac diSm phan ph6i va ban

hang dd lot tieu bi~u cho ht$ th6ng phan ph6i dd lot ph1;1 ncr t~i TPHCM. Dd lot
pht;L ncr trong nghien cll'u nay Ia ao nit nglfc ncr va qu~n lot ncr. B6i tu'qng khach
hang du'qc chQn Ia ncr, co d9 tu6i til' 18 de'n 50 vua mua dd lot t~i cac diSm ban

Ie noi tren.
Nghien cll'u kham pha dttqc thlfc hit$n b~ng phu'dng phap nghien cll'u djnh
tinh thong qua ky

thu~t

thao

lu~n

nhom

t~p

trung. Thong tin thu

th~p

tu nghien

CUu d bu'oc nay nh~m kham pha, diSu chinh va b6 sung cac thang do nhcrng
thuNghien cll'u chinh thuc dttqc thlfc hit$n b~ng phu'dng phap nghien cll'u djnh
lu'qng, dung ky thu~t thu th~p thong tin trlfc tie'p b~ng each phong va'n d6i tu'qng
3

nghien Cllu t~i cac di~m ban Ie da ch<;m. Mvc dich cua nghien Cllu miy la vll'a d~
sang l<;>c cac bie'n quan sat, vll'a Ia d~ xac djnh thanh phffn cling nhu' gia tri va dtin c~y cua thang do cac muc dhu'ong tieu dung t~i cac cii'a hang ban d6 lot pht.I m1 t~i TPHCM va ki~m djnh
mo hlnh ly thuye't. Phu'dng phap d<) tin c~y Cronbach alpha, phan tich nhan t6
kham pha va phan tich h&i quy tuye'n tinh b<)i (multiple regression analysis)
thong qua phffn m~m SPSS du'va ki~m djnh IDO hmh nghien Cllu.

4.

y nghia thtfc tien cua d~ tai

D~ tai nay mang l~i m
s6 y nghia tht!c tic&n cho cac nha kinh doanh, tie'p thj,

cac nha dffu tu', cac cong ty quang cao Va nghien Cllu thj tru'ong V~ m<1.t hang d6
lot phv m1 t~i TPHCM. Cv th~ nhu' sau:
Ke't qua nghien Cllu nay giup cac nha kinh doanh, tie'p thi hi~u ro cac tac
d<)ng cua cac thucua cac khach hang mvc tieu rna cong ty dang hu'ong toi. Xac djnh ro cac thu<)c
tinh san phffm quan tr<;>ng d6i voi xu hu'ong mua hang va each d~ do lu'ong
chung. Ttl' do, ngu'oi lam cong tac kinh doanh tie'p thi co th~ du'a ra cac quye't
djnh kinh doanh va ke' ho~ch tie'p thj htr<;>ng cua cac thulam cong tac thj tru'ong co th~ xay dt!ng mnhu cffu ngu'oi tieu dung, xay dlfng chie'n lu'cac khach hang qua cac di~m m~nh cua nhan hi~u va san phffm rna cong ty

dang kinh doanh, cling nhu' c6 th~ du'a them cac ti~n ich va khai thac nht1'ng
thutrlnh hlnh thanh xu hu'ong tieu dung se giup cong ty tang cao
vi~c ban hang, dffy m~nh doanh

hi~u

qua trong

s6.

Ke't qua nghien Cllu nay cling giup cac nha dffu tu' vao m<1.t hang d6 lot
pht.I ncr c6 them thong tin d~ xay dt!ng mqua. D~c bi~t trong vi~c xac djnh nhung khuc tuye'n thi tru'ong con bo ngo thong

4


qua cac thuqc tinh san phffm quan trqng chua dttqc khai thac ho~c khai thac
khong dung muc.
Ke't qua nghien CUu nay se giup cho cac cong ty quang cao va nghien CUu
thi trttong khai thac cac thuqc tinh san phffm rna khach hang coi trqng. Bjnh
httong va tac dqng vao qua trlnh hlnh thanh xu httong tieu dung cua

lo~i

san

phffm nay thong qua cac chttdng trlnh truySn thong va tie'p thi hqp ly. B6i voi
cac cong ty nghien cll'u thi trttong thl vit$c thu th~p thong tin vS ngttoi mua trong

qua trlnh hlnh thanh xu huang tieu dung luon Ia diu hoi Ion cfin nhiSu dfiu ttt,
nghien CUu. Ke't qua ctia nghien CUu nay co thS dung vao vit$c phan tich, ling
dqng m()t giai do~n nha't djnh trong toan b() qua trlnh ra quye't djnh mua hang,
d~c bit$t trong giai do~n lt,ta chQn va danh gia cac lt,ta chQn mua hang. BiSu nay

giup cac cong ty nghien CUu thi trttong va khach hang cua cong ty co thS hiSu r6
them tac dqng cua thuqc tinh san phim de'n xu httong tieu dung.
Cu6i cung, ke't qua cua nghien CUu nay co thS lam tai lit$u tham khao cho
sinh vien nganh tie'p thi va quan tri kinh doanh va nhung nha nghien cll'u muo'n
di sau nghien CUu vS tac dqng ctia cac thuqc tinh san phffm d6i voi xu httong
tieu dung d6lot phq ncr t~i TPHCM va Vit$t Nam.

5. K~t d(u ciia lu~n van
Ke't ca'u ctia lu~n van nay dttqc chia thanh ba phfin. Phfin mqt la phfin md dfiu
gioi thit$u n9i dung va st,t cfin thie't cua dS tai nghien CUu. Phfin hai Ia phfin n9i
dung nghien cll'u bao g6m 3 chttdng. Chttdng 1 trlnh bay cd sd ly thuye't vS xu
httong tieu dung, thuqc tinh san phim va mo'i lien ht$ tac d()ng cua thuqc tinh
san phim do'i voi xu httong tieu dung. Cac mo hlnh tren the' gioi da nghien CUu
va xay dt,tng mo hlnh ly thuye't cho nghien CUu. Chttdng 2 trlnh bay phttdng pha p
nghien CUu dS xay dt,tng, danh gia thang do va kiSm dinh mo hlnh ly thuye't
cung cac gia thie't da dS ra: Chttdng 3 trlnh bay phttdng phap phan tich thong tin,
ke't qua nghien CUu Va ham y CUa no d6i voi ho~t dqng kinh doanh m~t hang deS
lot phq m1. Phfin ke't lu~n tom Hit cac ke't qua nghien CUu, nhung

y nghia cua

5


nghien ctl'u d6i voi ho~t d9ng kinh doanh tie'p thi d6 lot pht.I nfi' t~i TPHCM cling

nhu' cac h~n che' ciia nghien ctl'u d~ dinh hu'ong cho nhung nghien ctl'u tie'p theo.

6


CHu'ONGl

co sa LY THUYET vA MO HINH NGHIEN cuu
1.1

Gioi thi~u

Ph~n md d~u gioi thit$u t6'ng quan vS dS Hii nghien ctfu. Chttdng 1 nay gioi thit$u

ly thuyet vs xu httong tieu dung, thuvit$c hlnh thanh ra mtieu dung tren the gioi nghien ctfu. Ngoai ra, chu'dng nay cling dtta ra m<)t mo
hlnh ly thuyet va xay dlfng cac gia thuyet cho vit$c nghien ctfu. Chttdng nay bao
gdm 3 ph~n chinh nhtt sau: (1) Xu httong tieu dung, (2) thu<)c tinh san phffm, (3)
cac thu<)c tinh san phffm tac d<)ng den xu hu'ong tieu dung dd lot phl) m1' ctia
khach hang mua hang t~i cac di~m ban t~i TPHCM va mo hlnh nghien ctfu.

1.2

Xu hu'ong ti~u dung

1.2.1 Bjnh ngh'ia
Xu httong tieu dung thttdng hit$u du'tieu dung- h9 c6 xu hu'ong tieu dung hay khong tieu dung md6. Xu httong tieu dung thu'dng hit$u la m<)t yeu to' quyet djnh hanh vi tieu dung

thu'dng hit$u (Ajzen & Fishbein, 1980).

1.2.2 Thai dQ ngllm tieu dung
Thai dvoi nha tiep thj. Thai ddu'thit$n cam hay ac cam voi mthai dcam xuc; (3) thanh ph~n xu httong hanh vi. Trong d6, thanh ph~n nh~n bitt n6i

7


len stf nh~n bie"t, kie"n thuc ctia ngttoi tieu dung vs mNh~n bie"t th~ hit%n o d~ng niSm tin (belief). Hay n6i each khac, ngu'oi tieu dung

tin tu'ong r~ng thttdng hit%u, san ph£m d6 c6 nhung d~c trttng nao d6. Cam xuc
th~ hit%n o d~ng danh gia. Ngttoi tieu dung danh gia san ph£m, thu'dng hit%u o
d~ng t6t xa'u, than thit%n, ac cam. Cu6i cling, thanh ph§n xu hu'ong hanh vi n6i

len xu httong ngttoi tieu dung se thtfc hit%n m()t hanh d()ng (behavioural
intention). Thi d1;1 ngttoi tieu dung c6 xu httong tieu dung m()t thttdng hit%u nao

d6 (Nguyen Binh ThQ & Nguyen Thi Mai Trang, 2003).

H'mh 1.1:

M6 hinh ba thanh phAn thai ct()

Xuht:tdng

hanh vi

Camxuc

Ngu6n: Schiffman & Kanuk (2000), trich l~i tu Nguyen

ly marketing, NguySn

Binh ThQ & NguySn Thi Mai Trang, 2003, trang 106.

1.2.3 Giai dof!n dtinh giti ctic If/a ch(Jn va xu hllflng tieu dung

Sau khi d~t dttqc cac thong tin trong su6t giai do~n tim kie'm ctia qua trinh ra
quye"t djnh, ngttoi tieu dung chuy~n sang giai do~n danh gia cac ltfa ch9n trttoc
khi bttoc vao xu httong tieu dung. Trong giai

do~n

nay ngttoi tieu dung so sanh

Cac nhan hit%u ho~c san ph§'m Va dich Vl;l khac nhau nh~m d~ thoa man nhu c§u
va d()ng cd nay sinh trong su6t qua trinh ra quye't dinh.

8


Tieu chuin danh gia thu'ong du'qc xem xet du'oi d~ng thuqc tinh san
phim. Cac nha nghien CUu thu'ong xem san phim va dich Vl} bao g6m hqp thS
nhfi'ng thuqc tinh san phim, nhu'ng ngu'oi tieu dung thu'ong ngh'i toi san phim va
dich Vl} du'oi d~ng ke't qua khi sii' dqng san phim. C6 hai lo~i ke't qua khi sii'

dqng san phim hay dich Vl} la ke't qua chtl'c nang va ke't qua tam ly. Ke't qua
chtl'c nang bao g6m cac Vi~c nh~n tha'y khi tn!C tie'p tieu dung san ph£m hay
dich Vl} rna c6 thS nh~n tha'y du'qc, con ke't qua tam ly la ke't qua triru tu'qng va
vo hlnh, chti quan va mang tinh ca nhan nhu' each rna vi~c tieu dung san phim
c6 thS mang l~i cho ngu'oi tieu dung. Vi~c phan bi~t giua thuqc tinh san phim
va ke't qua ctia n6 ra't c~n thie't vl t~m quan trqng va y ngh'ia ctia ngu'oi tieu dung
g~n cho thuqc tinh san phim bdi ke't qua do n6 mang l~i.

Tieu chuin danh gia Ia cac chi~u kich ho~c cac thuqc tinh ctia san phim
ho~c dich Vl} du'
gia c6 thS la khach quan ho~c chti quan. Cac thuqc tinh khach quan nhu' la gia
ca, bao hanh, mtl'c tieu hao nhien li~u...Con cac thuqc tinh chti quan nhu' Ia hlnh
anh, kiSu dang, hay tinh hi~u qua (Belch & Belch, 2001, 118).
Qui trlnh ra quye't dinh mua hang con phq thuqc vao d~c tinh ctia thu'dng
hi~u. Assael phan ra bo'n d~ng hanh vi tieu dung dlfa theo mlfc dq can nh~c ctia

ngu'oi tieu dung va nh~n thtl'c ctia khach hang v~ mtl'c d9 khac bi~t ctia thu'dng
hi~u:

H'mh 1.2: Cac Io~i hanh vi tieu dung
Muc d(} can nhAc
Muc d(}

Cao

Thdp

Cao

Quye't dinh phtl'c t~ p

Tim kie'm da d~ng

Thdp

So sanh tha'p

Quan tinh

khac
bi~t

thlio'ng
hi~u

Ngudn: Assael, H. (1987), Consumer Behaviour and Marketing Action, Boston:
Kent, trang 87.

9


B6i voi san phffm dd lot ph1..1 m1' thl thuqc vao m~t hang co muc dq so
sanh tha'p, co nghia 1a chung ta co ths nh~n tha'y khi mua san phffm thl khach
hang co muc dbi~t nhi~u giil'a cac thu'dng hi~u. Trong tru'ong hqp nay, gia ca va ho~c

sg ti~n

lqi cua h~ th6ng phan ph6i (nhu' cii'a hang thu~n ti~n) dong vai tro quye"t djnh

trong sg h!a chQn cua hQ (NguySn Blnh ThQ & NguySn Thi Mai Trang, 2003).
Do do trong nghien CUu nay, ngoai cac thuqc tinh khac cua san phffm thl muc dq
anh hu'ong CUa gia ca, nhan hit$u san phffm Va djch Vl.l ban hang

Se du'
gia d6i voi xu hu'ong tieu dung.

1.3

Thu()c tinh ciia san phAm do'i v6'i giai do~n danh gia cac hla chQn va
xu hu'ong tieu dung

1.3.1 Djnh nghia san phlim va cdc thu9c tinh cua sdn phlim
San phffm la m265). Nhln chung, san phffm khong chi la mqt t~p h<;Jp ddn sd nhil'ng thuqc tinh
Cl.l thS rna no bao gdm ba phfin: (1) San phffm cat loi Ia lqi ich cua vit$c tieu
dung san phffm; (2) San phffm Cl.l thS la cac thuqc tinh hil'u hlnh nhu' mQt mztc

chtft luqng, nhilng dijc dilm, mQt kilu dang, mQt ten hi~u vao bao bl; (3) San
phffm ph1..1 gia Ia nhil'ng lqi ich bcS sung dS lam gia tang phfin c6ng hie"n hay gia
tq tang them vao vi~c sii' d1..1ng san phffm nhu' Ia djch V¥ sau khi mua, bdo hanh,

giao hang va tin nhi~m. San phffm du'qc mo ta qua sd dd sau:

10


H'mh 1.3: Ba muc d() ciia san phAm
R:io h:'inh

Rao hi

Giao

Blj.c
di<~m

hang

Dich
~sau

va tin
nhi~m

mua
Ki~u

dang

htgng

TraniT thie't

Ngudn: Kotler P. (1994), Nhilng nguyen ly tie'p thj II, NXB TPHCM, trang 10

1.3.2 Mo h1nh dtinh giti cdc thul)c tinh trong giai dof!,n ch9n llfa
Theo Sheth, Newman va Mittal (1999) thl cac mo hlnh chqn ltfa du'qc chia thanh
hai lo~i chinh Ia: Mo hlnh d~n bu (compensatory model) va mo hlnh khong d~n

bu (noncompensatory model). Trong mo hlnh d~n bu, ngu'oi tieu dung se de"n
voi vi~c chqn ltfa thong qua vi~c xem xet ta't ca cac thu()c tinh cua san phffm
b~ng each danh ddi diem ye"u tren m9t thu9c tlnh cua chqn ltfa nay voi diem
m~nh cua m9t chqn ltfa khac. M9t phu'dng phap khac xem xet h~ th6ng hdn
b~ng each xac dinh t~m quan trqng cua cac thu()c tinh va danh gia t~m quan

trQng nay d6i voi cac chqn ltfa co s~n. Trong mo hlnh khong d~n bu thl hai cong
thuc phd bie"n nha't Ia cong thuc tie"p hqp (conjuntive model) va cong thuc ba't
tie"p hqp (disconjuntive model).

0 cong thuc tie"p hqp thl ngu'oi tieu dung d~t ra

m9t ngu'ong t6i thieu tren ta't ca cac thu()c tinh n6i b~t. Cac ltfa chqn se du'qc
xem xet tren cac thu9c tinh, cac hfa chqn nao dap ung du'qc ngu'ong t6i thieu
nay se du'qc xem xet tie"p con nhung ltfa chqn nao co ba't ky cac thuqc tinh

11


khong dap ling duqc nguong t6i thiS'u se

bi loCJ.i bo. d cong thlic bfft tiSp hqp thl

ngu'oi tieu dung danh dcSi giii'a cac khfa CC].nh ChQn lt:(a khac nhau.
M~c dgu c6 st:( danh d6i du'qc tht:(c hi<$n trong d. mo hlnh d~n bu va khong
d~n bu, nhu'ng vdn c6 mQt st:( khac nhau cd ban. Di~u dgu tien Ia mo hlnh tiSp

hqp Xem Xet thugn tuy St:( CO m~t hay vifng m~t CUa thUQC tfnh hdn la mlic dQ Va
kh6i lu'qng cua cac thuQc tfnh hi<$n di<$n. C\} thS Ia loe].i diu hoi: "C6 hi<$n di<$n
hay khong hi<$n di<$n?" hdn la diu hoi: "bao nhieu... ?", do do cong thlic tiSp hqp

du'qc xem Ia ddn gian hdn cac cong thlic khac. Hai Ia, trong mo hlnh d~n bu, cac
thUQC tfnh du'QC danh dcSi khong sii' d\}ng cho cung mQt m\}C dfch con cong thlic
tiSp hqp thl c6 khuynh hu'ong nhu' v~y.
V~y cau hoi duqc d~t ra (J day Ia: mo hlnh nao se duqc chQn dS phan tich

trong nghien CUu nay? Thong thu'ong, qua trmh chQn lt:(a Se qua hai giai doe].n.
Cac quySt dinh quan trQng, nguoi tieu dung sii' d\lng mo hlnh khong d~n bu
tru'oc va sau d6 dS di toi vi<$c xac dinh cac chQn lt:(a xa hdn thl tiSp t\}c sii' d\}ng
mo hlnh d~n bu. Trang giai doe].n dgu du'qc xem nhu' "giai do(].n lo(].i bo cac chQn
h.fa ", nguoi tieu dung thu hyp cac chQn lt:fa dS co cac so sanh ggn nhau hdn.
Trang giai doe].n hai du'qc xem nhu' "giai doe].n lt:(a ch<;m cac chQn ll.fa ",

t~p

hqp

cac chQn ll.fa ggn nhau du'qc xem xet sau them. M\lc tieu cua giai doCJ.n dgu la
xac dinh cac chQn lt:(a chffp nh~n du'qc va giai doe].n hai Ia xac dinh cac chQn ll.fa

t6t nhfft. Cac nha nghien cll'u cling chi ra r~ng mo hlnh d~n bu d~t n~ng vao vi<$c
Xtl ly tfft ca cac thUQC tfnh cung mQt luc Va XaC dinh tgm quan trQng tu'dng ling
cua no. Do do, mC?t each cd ban thl mo hlnh d~n bu duqc dung cho cac quySt
dinh quan trQng. Hgu hSt nhii'ng m~t hang gia tq thffp c6 thS du'qc chQn voi sl.f
giup do cua mo hlnh khong d~n bu. (Sheth, Newman & Mittal, 1999, 543). Do
tfnh chfft cua d6 lot ph\J ncr duqc xSp vao loCJ.i hang thoi trang ncr nen mo hlnh
d~n bu du'QC sii' d\}ng trong nghien CUu nay.

Mo hlnh d~n bu con du'qc gQi Ia "mo hlnh Fishbein" do giao su' tam ly
Martin Fishbein cua tru'ong dCJ.i hQc Illinois, Champaign-Urbana dung dS giai
thfch st:f hlnh thanh thai dQ b~ng each xem v~t thS la mQt t~p hqp cac kSt qua

mong mu6n hay khong mong mu6n. Trang mo hlnh Fishbein, thai dQ Ia t6ng s6

12


cac ke't qua du'qc can nijng. Cac ke't qua du'qc can nijng b~ng each u'oc lu'qng cac
ke't qua nay la t6t hay xa'u. CtJ thS la:
n

i=l

Voi

Ao

la thai d
Bi

Ia ni~m tin vao v~t thS' i co ke't qua xac dinh nao do

Ei

Ia srf u'oc lu'qng cac ke't qua va n las6 cac ke't qua du'qc xem xet

Ngu6n: Sheth; Mittal & Newman (1999), Customer Behavior- Harcourt Brace
College Publishers, trang 409.

1.3.3 Ly thuye"t Fishbein v~ thai d() va hanh vi ti~u dung
Fishbein du'a ra ly thuye't da thu

theory) va du'qc sii' dtJng ph6 bie'n d~ nghien cll'u hanh vi tieu dung. Theo ly
thuye't da thuv~y, thai d
nao d6, du'qc bi~u di~n nhu' sau:
n

i=l

Trong d6 Ax Ia thai dni~m tin cua ngu'oi tieu dung v~ thu
cua ngu'oi tieu dung v~ thu
s6 lu'qng thu
giua thai dhlnh 1.4

13


H'mh 1.4:
Ni~m tin

v~X

Mo hinh thai dl) - hanh vi do'i voi ml)t thlidng hi~u

......

Thaid9
do'i voiX

Xu huang

....... tieu dung X

......

Tieu dung
X

Ngudn: Fishbein & Ajzen (1975), Belief, Attitude, Intention, and Behaviour: An
Introduction to Theory and Research, trang 15.
Dlfa tren slf danh gia cac thUQC tinh san ph§'m, d~c bit$t Hi nhfi'ng thUQC tinh
n6i b~t, ngu'oi tieu dung hlnh thanh thai dQ do'i VOi thu'dng hit$u Cl.J th~ Va tu do
d~n toi xu hu'ong tieu dung san phffm d6. Nhu' v~y danh gia thUQC tinh san ph§'m

la IDQt ph~n quan tr9ng trong vit$c hlnh thanh thai dQ Va XU hu'ong tieu dung.
Ph~n ti~p theo se trlnh bay cac thUQC tinh san phffm tac d
dung cua khach hang nfi' gioi t~i TPHCM va mo hlnh nghien cd'u.

1.4 Cac thul)c tinh san phAm tac dl)ng vao xu huong ti~u dung ciia khach
hang nfi' gioi t~i TPHCM va mo hlnh nghi~n c6'u
Theo k~t qua nghien cd'u kham pha (b~ng phttdng phap dinh tinh, thong qua ky
thu~t thao lu~n nh6m) cua chung toi thl ngu'oi tieu dung quye't dinh mua dd 16t

phl;l nfi' vl nhfi'ng ly do sau day: cha"t lu'qng san ph§'m to't, ki~u dang san ph§'m

dyp, san ph§'m da d~ng vs cha"t Iit$u, kich co va mau s~c, nhan hit$u san phfim uy
tin, gia ca san ph§'m phu hqp voi ngan sach cua ngu'oi mua hang, cung each ban
hang nhit$t tlnh va c6 tu' va"n cho khach hang, chu'dng trlnh khuy~n mai da d~ng
hffpd~n.

Tu nhfi'ng ly do tren hay n6i khac di la nhfi'ng thutieu dung t~i TPHCM can nh~c, danh gia khi mua dd lot phtJ nfi' bao gdm:
•

Cha"t lttqng san ph§'m to't, dttqc th~ hit$n qua cac d~c di~m nhu': cha"t lit$u
to't, mSm m~i, dd 16t phai c6 d9 dan hdi to't, hut m6 hoi.

•

Ki~u dang san ph§'m dyp, du'qc th~ hit$n qua cac d~c di~m nhu': ki~u dang

dQC dao, mang tinh thai trang SO VOi tung mua trong ni'im va
cd th~

t~O

dang cho

ngu'oi m~c.
14


•

Slf da d(;lng san phim, du'<;fc th~ hi~n qua cac d~c di~m nhu': san phim

phai c6 nhi~u kich co, nhi~u mau s~c, nhi~u ch~t li~u vai khac nhau va
nhi~u ki~u dang.

•

Nhan hi~u san phim uy tin, du'<;fc th~ hi~u qua cac d~c di~m nhu': nhan
hi~u th~ hi~n du'<;fc tinh thoi trang, tinh nang d()ng, cha't lu'<;fng san phim

va t(;lo m9t phong each d~c tru'ng cho ngu'oi m~c.
•

Gia ca san phim phu h<;fp, du'<;fc th~ hi~n qua cac d~c di~m nhu': gia ca
phu h<;fp voi cha't lu'<;fng ciia san phim, phu h<;fp voi d9 phti'c t(;lp ciia ki~u
dang va phu h<;fp voi cam nh~n ddi voi nhan hi~u san phim. EHy Ia m9t
trong nhfi'ng d~c tinh do'i voi san phim c6 mti'c d9 so sanh th~p Ia ngu'oi
tieu dung ra't quan Him de"n cam nh~n ciia gia ca do'i voi ich lqi ciia san
J!
pam.
h

•

Djch v1;1 ban hang to't, du'<;fc th~ hi~n qua cac d~c di~m nhu': nhan vien ban
hang c6 tu' va'n va giai da p cac th~c m~c cho khach hang, nhan vien ban
hang phai ph1;1c v1:1lich slf, nhi~t tinh.

•

Chu'dng trinh khuye"n mai h(p d~n, du'<;fc the hi~n qua cac d~c di~m nhu':
chu'dng trlnh khuye"n mai thu'ong xuyen, h~p d~n, d~ tham dlf va c6 hinh

thti'c moi 1';1 de thu hut khach hang thich thu tham gia.

Hay noi m9t each khac, xu hu'ong tieu dung ciia ngu'oi tieu dung khi mua d6 16t
t(;li m9t diem ban hang chju tac d()ng boi danh gia v~ cha't lu'<;fng, kieu dang san
phim, Slf da d(;lng CUa san phim, nhan hi~u, gia ca, djch

Vl;l

ban hang va chu'dng

trlnh khuye"n mai ciia khach hang do'i voi san phim do.
Dlfa vao nhfi'ng phan tich noi tren, mo hinh ly thuye"t (xem hinh 2-5) du'<;fc
d~ nghj voi cac gia thie"t nhu' sau:

Gia thuy(t Hl: Danh gia cua khach hang vl chtft htf!ng sdn phtim cang cao th'i
xu huO'ng tieu dung cang cao.

Gia thuy(t H2: Danh gia cua khach hang vl Slf phu hqp kilu dang sdn phtim
cang cao th'i xu huO'ng tieu dung cang cao.

Gia thuy(t H3: Danh gia cua khach hang vl Slf da dqng cua sdn phtim cang cao
th'i xu huO'ng tieu dung cang cao.

15


Gbi thuye't H4: Danh gia cua khach himg

vl nhiin hieu scm phdm cimg cao th'i

xu humzg tieu dung cang cao.
Gia thuye't H5: Danh gia cua khach hang vl Slf phu hqp gia ca san phdm cang

cao th'i xu huang tieu dung cang cao.
Gia thuye't H6: Danh gia cua khach hang

vl dich Vf! ban hang cang cao th'i xu

huang tieu dung cang cao.
Gia thuye't H7: Danh gia cua khach hang

vl

Slf

htfp dJn cua chudng tr'inh

khuyfn miii cang cao th'i xu humzg tieu dung cang cao.
B~ g9i ten cac ye'u

t6 nay ddn gian, nglin g9n va

d~ dang trong su6t qua

trlnh nghien CUu, cac gia thuye't du'qc gQi tlit nhu' sau: Danh gia cua khach hang

vl chdt luqng san phdm g9i la cha't lu'qng san ph£m, Danh gia cua khach hang vl
Slf phu

hqp kilu dang san phdm gQi Ia ki~u dang san ph£m, Danh gia cua khach

hang vl Slf da dr:tng cila san phdm gQi Ia srf da d<;tng cua san ph£m, Danh gia cua
. khach hang vl Slf phu hqp gia cd sdn pham gQi Ia gia ca san ph£m, Danh gia cua
khach hang vl nhiin hieu sdn phdm g9i Ia nhan hit%u san ph£m, Danh gia cua
khach hang vl djch V¥ ban hang g9i Ia dich
hang

Vl;J

ban hang, Danh gia cua khach

vJ Slf hfip dJn cua chudng tr'inh khuyfn miii g9i Ja chu'dng trlnh khuye'n

mai.

H'mh 1.5: M<> hinh Iy thuye-'t ciia d~ tai
Cha't lu'qng san ph£m

~ Hl

I

Ki~u dang san ph£m

k

I

Srf da d~ng san ph£m

~

Nhan hit%u san ph£m

~

Gia ca san ph£m

~

Dich v1;1 ban hang

~

Chudng trlnh khuye'n mai

~

H7

16


1.5 Tom tiit
Chttdng 1 nay da trlnh bay tom ta:t cac ly thuytt lien quan de"n xu httong tieu
dung va cf) ga:ng xay dlfng ffiQt mo hmh ly thuye"t bi~u di~n Slf tac dQng cua cac
thuTPHCM. Cl;l th~ cac thuphffm, Slf da d~ng CUa san phffm, gia Ca san phffm, nhan hi~U san phffm, dich V\}
ban hang va chttdng trlnh khuytn mai. Cac gia thitt d~t ra r~ng ntu danh gia

cua khach hang vs cac thucao. Chttdng titp theo se trlnh bay phttdng phap nghien cd'u dttqc thlfc hi~n d~
xay dlfng va danh gia cac thang do lu'ong va ki~m dinh slf phu hqp cua mo hlnh
ly thuye"t voi thong tin thi tru'ong.

17