ti: Nghin cu hnh vi mua sm ti siu th

Big C ca ngi dn Nng

Hc phn: Nghin cu Marketing
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Nng, Thng 4 nm 2010

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Danh sch nhm 4Ever & One

1. Nguyn Nh Tun................................................33k02.1

2. Hunh Th Khnh Linh.......................................34k01.1

3. Trn Long (NT)....................................................34k01.1

4. Nguyn Minh Nht...............................................34k01.1

5. Phan V Hong Pht............................................34k01.1

6. Nguyn Minh Thanh............................................34k03.2

7. Nguyn Vn Qun.........................................35h09k8.1B

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CHNG 1. BI CNH NGHIN CU:

1.1. Tnh hnh chung:
Do c trng lch s pht trin kinh t, siu th ti Vit Nam ra i kh mun.
Qu trnh hnh thnh v pht trin ca siu th Vit Nam qua cc thi k:
Thi k 1993 - 1994: Nhng siu th u tin ra i ti thnh ph H Ch Minh.
Thi k 1995 - 1997: M rng ra cc thnh ph ln trn c nc: Trong thi k

ny bt u c s xut hin ca cc siu th H Ni vo u nm 1995.

T nm 1998 n nay: Cnh tranh, o thi v chuyn nghip hn: Do s xut hin

t, kinh doanh khng bi bn, thiu kin thc thng nghip v phi cnh tranh
vi cc hnh thc bn l truyn thng nh ch, ca hng, hng rong v cnh tranh
ln nhau nn rt nhiu siu th v n, ph sn, lm n thua l v c nguy c
ph sn. Nhng siu th cn tn ti v pht trin l nh nhng nh qun l tnh to
hn, c hng pht trin ph hp.
C nhiu siu th (cng nh trung tm thng mi) khng p ng iu kin
kinh doanh theo quy nh nh: din tch kinh doanh cha t mc ti thiu; bo qun
hng ho khng ng quy trnh; thiu cc iu kin cn thit phc v khch hng
(khu v sinh, khu gii tr)
Th phn ca thng mi hin i ti Vit Nam tng t 5% nm 1999 ln
21% nm 2006. y vn cn l mt con s kh khim tn so vi tim nng tht s.

1.2. Nng:
Thnh ph Nng nm min Trung Vit Nam, Bc gip tnh Tha Thin Hu, Ty v Nam gip tnh Qung Nam, ng gip Bin ng. Nm vo trung
ca t nc, trn trc giao thng Bc - Nam v ng b, ng st, ng bin v
ng hng khng, cch Th H Ni 764 km v pha Bc, cch thnh ph H Ch
Minh 964 km v pha Nam.
`T 1/1997, Nng tr thnh thnh ph trc thuc Trung ng. K t ,
thnh ph c s thay i rt nhiu, kinh t c s tng trng lin tc, tc tng
trng nm thp nht l 8.8%, cao nht l 14% vi tc trung bnh 9,5% mt nm,
quy m ca 1 % tng trng tng lin tc, nu nm 1998 gi tr ca n ch gn 26 t
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th nm 2006 l gn 62 t, tng gn 2.4 ln. Tc tng trng kinh t y cao hn

mc trung bnh ca c nc (7.5%). GDP bnh qun theo u ngi tng t 380 USD
nm 1997 ln gn 1100 USD nm 2006, tc trung bnh l 9,4% nm .GDP ca TP
nm 2009 c t 9.236 t ng, tng 11,2% so vi nm 2008; tng thu ngn sch
7.362,2 t ng. Nh vy, tng trng kinh t ca Nng cao hn mc trung bnh
ca c nc.
Tc pht trin ca cc dch v ang tng dn,c bit l dch v bn l
Nng ang pht trin rt cao trong thi gian gn y do s cnh tranh ca cc siu
th trong ngnh ny l rt khc lit. Hin nay Nng c cc siu th chnh l Big
C, METRO, BI TH, Intimex v gn y nht l s xut hin ca siu th CO-OP
MART. Ngoi METRO l siu th bn s, BI TH chuyn thnh dng trung tm
mua sm PLAZA (hin gn nh ng ca), Intimex ang quy m nh th i th
cnh tranh ln nht hin ti ca Big C chnh l CO-OP Mart Nng.
ng trc tnh hnh chng ti chn ti Nghin cu hnh vi mua sm ti
siu th Big C ca ngi dn Nng nhm phc v cho mc ch nng cao cht
lng phc v khch hng ca siu th Big C

1.3. Gii thiu v Big C Vit Nam

Big C l thng hiu ca tp on Casino, mt trong nhng tp on bn l hng
u chu u vi hn 9.000 ca hng ti Vit Nam, Thi Lan, Ac-hen-ti-na, U-ruguay, V-n-zu-la, Bra-xin, C-lm-bi-a, n Dng, H Lan, Php, s
dng trn 190.000 nhn vin.
Big C Vit Nam khai trng i siu th u tin ti ng Nai nm 1998. Hin
nay, cc ca hng Big C hin din hu ht cc thnh ph ln nh H Ni, Hi
Phng, Hu, Nng, Bin Ha, TP.HCM

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Big C Nng

a ch:

Vnh Trung Plaza, 255-257 Hng Vng, Vnh Trung, Thanh Kh,
Nng

Bi u xe:

- Xe p: 500/chic - Xe my: 1.000/chic - Xe hi: 5.000/chic

- Gi nn bo him : 500/nn

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Giao hng:

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Min ph trong phm vi 15km vi ho n t 500.000

Tuyn xe but: C
Trm n taxi:
Gi m ca:

Mi ngy 8h00-22h00

in thoi:

0511.3 666 000

Fax:

0511.3 666 038

Khu

thng
37 gian hng

mi:
My

rt

(ATM):

tin
HSBC, Techcombank, Vietcombank, Eximbank, Seabank

Thanh ton th:

Visa, Master, Amex, JCB, ACB, Vietcombank & cc ngn hng lin
minh

Thng tin mi:

Doanh thu bn l Big C Vit Nam 2009: 4.375 t ng.

Gi: r, c nhng chnh sch khuyn mi c bit, tp trung vo cc sn phm c

bn.

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Sn phm: 65% thc phm v 35% phi thc phm; tp trung pht trin nhn hiu
ring WOW! Gi hp dn!
Dch v: vn chuyn min ph, xe but min ph
Truyn thng/ marketing trc tip: chin lc truyn thng hn hp; marketing qua
Web v SMS

1.4. Tnh mi ca ti:

So vi cc ti khc v cc ti nghin cu c hon thnh, ti ca
nhm c nhng im mi sau:
i su nghin cu hnh vi mua sm ca ngi dn Nng ti siu th, c th l
ti Big C.
a ra vn v gii php ring cho siu th Big C m c th khng ng hoc
khng ph hp vi cc siu th khc.
ti hin ti l ti mi bt u.

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CHNG 2. TNG QUAN TI LIU TH CP

Cc nghin cu trc y ch yu nghin cu th trng H Ni v TP.HCM.
i su lm r nh hng ca cht lng dch v i vi cc siu th bn l ng thi
nhn mnh rng gi c v cht lng sn phm vn l nhng yu t tc ng quan
trng n hnh vi mua sm ca ngi tiu dng.
Nguyn Th Mai Trang (2006); CHT LNG DCH V, S THA MN,

V LNG TRUNG THNH CA KHCH HNG SIU TH

TI

TPHCM; TP CH PHT TRIN KH&CN, TP 9, S 10 -2006:

Nghin cu ny xem xt mi quan h gia cht lng dch v siu th, s
tha mn v lng trung thnh ca ngi tiu dng i vi siu th. Cc mi
quan h ny c kim nh vi 318 khch hng ti siu th TPHCM. Kt qu
nghin cu cho thy cht lng dch v l yu t quan trng lm tha mn khch
hng cng nh lm tng lng trung thnh ca h i vi siu th. Hn na, kt qu
cng cho thy yu t tui v thu nhp khng lm nh hng n vai tr ca cht
lng dch v i vi s tha mn, v lng trung thnh ca khch hng siu th.
Cui cng tc gi trnh by hm nghin cu cho nh qun tr v hng nghin
cu tip theo.
Nguyn ng Duy Nht v L Nguyn Hu (2007); CC YU T NH

HNG N CHT LNG DCH V BN L - NGHIN CU CC

SIU TH TP.HCM; TP CH PHT TRIN KH&CN, TP 10, S 08
2007:
Bi bo ny nhm nhn dng cc thnh phn ca cht lng dch v trong
cc Siu th VN. Kt qu kho st 440 khch hng cc siu th Tp.HCM cho
thy cht lng dch v siu th gm 4 thnh phn: Nhn vin phc v, Trng by
siu th, Chnh sch phc v v tin cy. Trong , Nhn vin phc v c nh
hng mnh nht v Trng by siu th c nh hng yu nht, trong khi Chnh
sch phc v nh hng khng ng k n cht lng dch v siu th. Qua ,
ngha v mt l thuyt v ng dng c cp.
Nguyn Huy Phong v Phm Ngc Thy (2007); SERVQUAL HAY

SERVPERF MT NGHIN CU SO SNH TRONG NGNH SIU TH

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BN L VIT NAM; TP CH PHT TRIN KH&CN, TP 10, S 08 2007:

Bi bo nhm thc hin so snh vic s dng hai m hnh SERVQUAL v
SERVPERF trong nghin cu cc yu t nh hng n s hi lng ca khch
hng i vi dch v bn l ti cc siu th Vit Nam. Kho st c thc hin trn
225 khch hng ti TP. HCM. Kt qu cho thy s dng m hnh SERVPERF tt hn
m hnh SERVQUAL. Cc yu t thnh phn cht lng dch v gm tin cy, p
ng, nng lc phc v, ng cm v phng tin hu hnh u c nh hng n
s hi lng ca khch hng ti cc siu th bn l, trong yu t phng tin hu
hnh c mc nh hng cao nht.
Masayoshi Maruyama and Le Viet Trung (2007); Supermarkets in Vietnam:

Opportunities and Obstacles; Asian Economic Journal 2007, Vol. 21 No. 1, 19

46:
The present paper is the first study to link the perceptions of Vietnamese consumers to the barriers and prospects related to the development of supermarkets in
Vietnam by applying quantitative and statistical analysis to Hanoi consumer survey
data. It is found that shopping habits related to the purchase of fresh produce in
traditional markets, combined with the proximity and low prices these outlets provide,
act as a major deterrent to supermarket development. Supermarkets have made
considerable advances in the sales of processed food and non-food products.
However, without expanding their fresh food category, lowering prices and enhancing
their location convenience, supermarkets cannot expand their current position.
Bi bo c vit da trn cc phn tch nh lng v thng k nhng d
liu c thu thp vi mu ch yu l ngi tiu dng ti H Ni. Kt qu phn tch
cho thy rng thi quen mua sm ca ngi dn c lin h vi vic mua ti
sng cc khu ch truyn thng; ng thi khong cch gn v gi thp nhng
ch ny cng l nhn t chnh ngn cn s pht trin ca siu th. Cc siu th
c s pht trin ng k trong vic cung cp thc phm ch bin v cc sn phm
phi thc phm. Tuy vy, nu khng m rng ngnh hng thc phm ti sng cng
nh gim gi v nng cao s tin li th cc siu th s khng th ci thin v th
hin ti ca mnh.
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Muriel

Figui (2 0 0 8 ) ; Market

Supermarkets

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appeal

in an

emerging

economy:

and poor consumers in Vietnam ; Paule Moustier 2008:

With the arrival and development of supermarkets, Vietnam is currently

experiencing signicant changes to its

food system and more particularly the

distribution system. The objective of this paper is to analyse the risks and benets of
this development to poor urban consumers in Vietnam. The analysis is based on
surveys of food purchasing practices conducted in Hanoi from 2004 to 2006. It shows
that poor consumers depend on a diversied network of formal and informal outlets
to ensure food accessibility, credit opportunities and low prices. Poor consumers
purchase very little from supermarkets due to material constraints (price, transport,
etc.), although they have a high opinion of supermarkets and in particular the quality
of the products sold. In order to be favourable to poor consumers, food distribution
policies should aim to maintain the balance of the different forms of outlets and
enforce public quality standards to guarantee the right of all to safe food.
Bi bo cho rng vi s du nhp v pht trin ca h thng siu th, Vit Nam
ang chng kin s thay i r rt trong h thng thc phm cng nh l h thng
phn phi. Bi bo phn tch cc ri ro cng nh ch li ca vic pht trin ny i
vi nhng ngi tiu dng ngho ti Vit Nam. Cc thm d v hnh vi mua sm
c tin hnh H Ni t nm 2004 n 2006. Kt qu ch ra rng nhng ngi
ngho da vo mt h thng a dng bao gm c cc ca hng chnh thng v thng
thng m bo vic c th mua hng, c th bn chu v gi thp. H mua sm
rt t t cc siu th bi cc rng buc vt cht (gi, vn chuyn, v.v) cho d h nh
gi cao cc siu th v cht lng cc sn phm c bn. Nhm to s thun li cho
ngi ngho, cc chnh sch phn phi thc phm nn hng n vic duy tr cn
bng s a dng cc loi hnh ca hng tiu th ng thi c nhng tiu chun cht
lng bt buc m bo thc phm an ton c n vi mi ngi.
Vietnam Retail Food Sector 2008; Global Agriculture Information Network:

This is an update of Vietnams Retail Food Sector report. Vietnams food retail
sector is still dominated by small traditional trade. The modern retail sector, supported
by foreign and local retailers, is still relatively small, but growing substantially to keep
pace with overall economic growth, the increase in disposable income, a sizeable
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young population, and changes in consumption patterns. Imports of consumer-oriented

food and beverages continue to increase, with total imports for 2007 reaching $660
million and U.S. exports accounting for over 30 percent of that total.
Bi bo co cho thy rng th trng bn l thc phm Vit Nam vn b
chim lnh bi mu dch quy m nh truyn thng. Th phn bn l hin i bao gm
cc nh bn l trong v ngoi nc vn cn kh nh, nhng ang pht trin vng
chc bt kp vi nhp pht trin kinh t chung m c th l vic tng thu nhp,
tng dn s tr v nhng thay i trong xu hng tiu dng. Kim ngch nhp khu
thc phm v ung nh hng khch hng vn tip tc tng, vi tng kim ngch
nhp khu trong nm 2007 ln ti 660 triu la M trong nhp khu t M
chim 30%.

Nhng vn cn tn ti:
Nhng nghin cu trc y a s mi ch l nhng nghin cu tng quan, cha i
su nghin cu trong mt phm vi hp c th.
Nhiu thng tin a ra khng ph hp trong bi cnh hin ti, do Vit Nam l mt
nc c tc tng trng kinh t cao.
Nhiu vn cha c nghin cu k, c nhng yu t tc ng quan trng b b
st.

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CHNG 3. MC TIU NGHIN CU:

3.1. Vn ra quyt nh:
Vn t ra: Trong nm 2010 phi tip tc pht huy chin lc Big C, gi r
cho mi nh trn c s m bo tng trng li nhun.

3.2. Vn nghin cu:

t c mc tiu ra th phi pht huy nhng im mnh v khc phc
nhng khuyt im ca siu th .V vy vn nghin cu t ra cho Big C Nng
l:
Thi quen mua sm ca khch hng.
Cc yu t tc ng ti hnh vi mua ca khch hng.

Mong mun ca khch hng

3.3. Mc tiu nghin cu:

3.3.1. Cu hoi nghin cu:
Khch hng c thng xuyn i Big C khng? Vo thi gian no ? i vi ai?

Trong bao lu?

Khch hng bit ti thng tin khuyn mi ca Big C t u?
Khch hng thng s dng dng c mua hng no?
Khch hng thng mua sn phm thuc ngnh hng no?
Khch hng hay mua sn phm c sp xp ti v tr no nht ?
Khch hng thng s dng hnh thc thanh ton no?
Yu t no l yu t chnh khin khch hng la chn mua sm Big C ?
Chng trnh khuyn mi cho ngnh hng no hp dn khch hng nhiu nht?
Yu t no nh hng ti quyt nh la chn hng ha ca khch hng nhiu

nht?
C s khc bit gia cc i tng mua sm v s tin chi tiu trung bnh mi ln
mua sm khng?
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C s khc bit trong s ln mua sm trung bnh ca khch hng nam v n

khng ?
C s khc bit trong thi gian mua sm trung bnh ca khch hng nam v n

khng ?
3.3.2. Gi thuyt nghin cu:
Gi thuyt l nhng cu tra li co th co cua cu hoi nghin cu c a ra.
Vn t ra la chung ta cn kim tra lai nhng gia thuyt nay thng qua bang cu hoi
nghin cu. Sau y la mt s gia thuyt ma nhom chung ti a ra nghin cu v
hanh vi mua sm cua ngi dn a Nng tai siu thi Big C:
Thi gian mua ca khch hng ng nht l vo bui ti v cc ngy ngh, l.
Khch hng bit ti thng tin khuyn mi ca Big C t t ri, bn b ngi thn,
internet.
Khch hng thng s dng gi nha v xe y mua hng.
Khch hng thng mua thc phm ch bin, qun o, ha m phm ti Big C.
Cc loi hng ho nm trong tm quan st t ngang tm tay v ngang tm mt s

c khch hng chn mua nhiu nht.

Khch hng thng s dng hnh thc thanh ton bng tin mt.
Gi c v cht lng sn phm l yu t chnh khch hng la chn mua sm

Big C.
Khch hng b tc ng bi gi v cht lng nhiu nht khi la chn sn phm.
C s khc bit gia cc i tng mua sm v s tin chi tiu trung bnh mi ln

mua sm.
C s khc bit trong s ln mua sm trung bnh ca khch hng nam v n.

C s khc bit trong thi gian mua sm trung bnh ca khch hng nam v n.

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CHNG 4. THIT K NGHIN CU:

4.1. Ngun d liu.
4.1.1. D liu th cp:
L im xut pht nghin cu v c u im l tn km v c sn. Mt
khc, nhng d liu m ngi nghin cu cn li c th khng c, hay c, nhng
li thi, khng chnh xc, khng hon chnh, hay khng tin cy. Nhm ch dng d
liu th cp (CHNG 2) tham kho lm r hn vn nghin cu, xc nh v
hnh thnh cc gi thuyt nghin cu.
4.1.2. D liu s cp:
Bao gm nhng thng tin gc c thu thp cho mc ch nht nh. Hu ht
cc n nghin cu u i hi phi thu thp d liu s cp. D n nghin cu ca
nhm cng yu cu phi thu thp d liu s cp mt cch cn thn, chnh xc.

4.2. Phng php nghin cu.

d n mang tnh khoa hc v thc tin, nhm s s dng phng php iu
tra m c th l phng vn c nhn trc tip. Phng vn trc tip l phng php rt
linh hot. Phng vn trc tip c hai dng, phng vn c tha thun trc v phng
vn chn ng. Trong trng hp phng vn c tha thun trc, nhng ngi tr li
c la chn mt cch ngu nhin ri sau gi in hay n tn nh hoc c quan
xin phng vn. Phng vn chn ng l chn nhng ngi bt gp mt khu
thng mi hay mt gc ph ng ngi xin phng vn.

4.3. Cng c thu thp d liu:

Vi phng php iu tra nhm s s dng cng c bng cu hi. Bng (bn)
cu hi l tp hp cc cu hi c thit k thu thp d liu cn thit nhm t
c mc tiu ca d n nghin cu. Nhm s ch s dng cc cu hi ng.

4.4. K hoch ly mu
4.4.1. n v mu v tiu chun mu:
Nhm chn n v mu l nhng ngi i mua sm ti Big C vi cc tiu
chun:
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18 tui tr ln.
Trung bnh 1 thng i mua sm ti Big C t 1 2 ln tr ln.
4.4.2. Kch thc mu
Nhm tin hnh phng vn 200 ngi bng bng cu hi nhm thu thp d
liu s cp. Kch thc mu ny ph hp vi quy m ca d n nghin cu. T l hi
p thnh cng l 187, t 93,5%.
4.4.3. Quy trnh ly mu
Do hn ch ca d n nghin cu m chi ph v thi gian cn thit ly mu
xc sut qu ln nn nhm ch s ch ly mu phi xc sut. Mt s ngi nghin cu
Marketing cm thy rng trong nhiu trng hp, ngay c khi sai s ly mu khng
th o c, cc mu phi xc sut c th rt hu ch. 2 phng php ch yu c s
dng l ly mu thun tin v ly mu theo phn on.
4.4.3.1. Ly mu thun tin
Mu bao gm cc phn t c la chn l do c sn, d dng kt hp tham
gia nghin cu. Phng vn vin s s dng cc mi quan h bn b ngi thn c
c v da trn c s bit nhng ngi no thng i mua sm ti Big C tin
hnh chn lc v kho st. Mi trng ly mu l trng, nh hoc dy tr.
u im:
t tn km
D dng v nhanh chng c c mu
Phi hp thun tin
Hn ch: Kh i din.

4.4.3.2. Ly mu theo phn on

Mu bao gm cc phn t c la chn l do ngi nghin cu nh gi rng
n cho php t c mc tiu nghin cu. Phng vn vin s tin hnh tip xc da
trn phn on nhng i tng ch yu nm trong tui t 18 55 v tin hnh
phng vn. Mi trng ly mu ch yu l cc khu vc gn nh hoc gn dy tr
c phn cng cho phng vn vin.
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u im: t tn km, nhanh chng

Hn ch: Kh suy lun cho tng th

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CHNG 5. T CHC THU THP D LIU

5.1. Mc tiu
Ti a ha d liu c thu thp
Gim n mc ti thiu nhng sai s

5.2. Rng buc

Thi gian phng vn : 3 5 ngy t 11 n 16/4

Ngun lc: 4 5 phng vn vin

Ngn sch: chi ngn sch cho tin xng xe v ung nc bi dng.

Thi gian phng vn trung bnh: 7 pht/p vin.

5.3. Nhng cng vic phi thc hin:

Tip xc nhng ngi c chn phng vn.
Pht bng cu hi.

Ghi chp chnh xc cc cu tr li hoc hng dn ngi c phng vn tr li.

Chuyn thng tin v x l ng thi hn.
Hon thnh cng tc nghin cu theo kinh ph c cp

5.4. Vn pht sinh

Giai an ny ni chung l tn km nht v c nhiu nguy c phm sai st nht.
Trong trng hp iu tra c bn vn chnh pht sinh.
Mt s p vin khng nh v phi lin h li hay thay i a im. Vn ny

thng xy ra i vi phng vn c tha thun trc. Trong trng hp ny trc

khi tip xc phng vn vin phi in thoi hoc nhn tin trc cho p vin tha
thun thi gian v a im phng vn c th.
p vin t chi hp tc. Vn ny thng xy ra i vi phng vn chn

ng. Trong trng hp ny phng vn vin phi c gng thuyt phc i tng
phng vn, nhng khng ni n gy kh chu. Nu i tng vn khng ng s
la chn mt p vin khc.
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p vin tr li thin lch hay khng trung thc. y l vn kh c th khc

phc. Nhm s c gng hn ch ht mc c th bng cch la chn i tng ph

hp v to khng kh ph hp cho cuc phng vn.
Cui cng i khi phng vn vin thin v hay khng trung thc. y l vn

xut pht t trong ni b nhm. Vic giao cng vic ph hp s hn ch ti thiu

vn ny.

5.5. Nhng sai s do qu trnh thu thp d liu

Do chn i tng:
Ni khng thch hp.
Ngi khng thch hp
Do khng thc hin y
B st mt s b phn dn c.
Khng c in thai hoc gi nhng khng gp c
Do khng tr li
Khng tip xc c: Vng mt, Khng n lc tip xc.
Khng cung cp thng tin
Do giao tip
Khng tin tng, khng c mi quan h tt nn khng mun tr li hay quen bit

nhau kh r nn thng tin khng khch quan.

Khng theo st yu cu BCH.
p vin tr li khng st yu cu; B bt cu hi v qu vi hoc cu th.

Do ghi chp
nh du sai trong BCH.

Sai lm trong ghi chp

S gi mo
Ba ra cu tr li do b st hoc ngi tr li khng tr li c.
NHM 11: 4Ever & One

19

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Lm gi cuc phng vn

5.6. Phn cng nhim v cho phng vn vin

Vic phn cng phng vn vin da trn c s k hoch thi gian Chng 8
v k nng vt tri ca cc thnh vin. V vy nhm c ra 4 phng vn vin l
Nguyn Minh Thanh, Phan V Hong Pht, Hunh Th Khnh Linh, Nguyn Vn
Qun. Cc phng vn vin u c k nng giao tip tt, ngoi hnh d nhn, c nhiu
mi quan h. c bit 4 phng vn vin hin ti sinh sng 4 qun khc nhau nn d
liu thu thp c s mang tnh khch quan hn. 3 thnh vin cn li s chu trch
nhim gim st cc phng vn vin v h tr nu cn.
5.6.1. Qun Ng Hnh Sn
Phng vn vin: Nguyn Minh Thanh
S lng p vin c phn cng: 40
Thi gian thc hin: Ngy 12/4 (Sng 8 11h, chiu 4 6h); Ngy 13/4 (Sng 8
11h, chiu 3 5h)
5.6.2. Qun Sn Tr
Phng vn vin: Phan V Hong Pht
S lng p vin c phn cng: 60
Thi gian thc hin: Ngy 12/4 (Sng 8 10h, chiu 4 6h); Ngy 13/4 (Sng 8

11h, chiu 3 5h); Ngy 14/4 (Sng 8 11h)

5.6.3. Qun Thanh Kh
Phng vn vin: Nguyn Vn Qun
S lng p vin c phn cng: 60
Thi gian thc hin: Ngy 11/4 (chiu 3 6h); Ngy 12/4 (Sng 8 11h, chiu 4
6h); Ngy 13/4 (Sng 8 11h)
5.6.4. Qun Hi Chu
Phng vn vin: Hunh Th Khnh Linh
S lng p vin c phn cng: 40
NHM 11: 4Ever & One

20

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Thi gian thc hin: Ngy 12/4 (Sng 8 10h, chiu 4 6h); Ngy 13/4 (Sng 8

11h); Ngy 14/4 (sng 9 11h)

CHNG 6. KT QU PHN TCH D LIU

6.1. c im ca p vin
6.1.1. Gii tnh
Gioi tinh cua dap vien
Cumulative
Frequency
Valid

Nam

Percent

Valid Percent

Percent

63

33.7

33.7

33.7

Nu

124

66.3

66.3

100.0

Total

187

100.0

100.0

Ta c th thy N gii vn chim t l ln trong mu (gp i Nam gii).

Nguyn nhn l do a s N gii c tn sut i siu th ln hn Nam gii (d t tiu
chun mu) v d dng c n lc hp tc trong vic tr li BCH hn.
6.1.2. Ni sinh sng

NHM 11: 4Ever & One

21

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Noi sinh song cua dap vien

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Quan Thanh Khe

33

17.6

17.6

17.6

Quan Hai Chau

62

33.2

33.2

50.8

Quan Son Tra

23

12.3

12.3

63.1

Quan Ngu Hanh Son

47

25.1

25.1

88.2

Quan Lien Chieu

14

7.5

7.5

95.7

Quan Cam Le

3.2

3.2

98.9

Huyen Hoa Vang

1.1

1.1

100.0

187

100.0

100.0

Total

Phn ln p vin sinh sng cc qun gn Big C nh qun Thanh Kh, Hi

Chu. Hn na do vic ly mu thun tin nn p vin cc qun Ng Hnh Sn v
Sn Tr cng chim t l ln. Cng c mt b phn nh p vin sng cc qun Lin
Chiu, Cm L, huyn Ha Vang.
NHM 11: 4Ever & One

22

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

6.1.3. i tng phn loi

Doi tuong mua sam

Cumulative
Frequency
Valid

HSSV

Percent

Valid Percent

Percent

115

61.5

61.5

61.5

Di lam chua co gia dinh

33

17.6

17.6

79.1

That nghiep Nghi huu

16

8.6

8.6

87.7

Di lam co gia dinh

23

12.3

12.3

100.0

187

100.0

100.0

Total

Cng do ly mu thun tin m thnh phn HSSV chim t l ln nht trong

mu. Cc i tng i lm c v cha c gia nh chim t l tng ng nhau. T
l thp nht l i tng cha c vic lm/ nh ni tr/ ngh hu.

6.2. Thi gian mua sm

NHM 11: 4Ever & One

23

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

6.2.1. S ln mua sm trung bnh

So lan di trung binh trong thang
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

1 den 2 lan

131

70.1

70.1

70.1

3 den 4 lan

47

25.1

25.1

95.2

5 den 7 lan

3.7

3.7

98.9

8 lan tro len

1.1

1.1

100.0

187

100.0

100.0

Total

Ta c th thy a s p vin i mua sm ti Big C t 1-2 ln/thng (70,1%); t

l mu i t 3-4 ln/thng cng chim 25,1%; S p vin i t 5 ln tr ln chim t
l rt thp.
6.2.2. Ngy thng i mua sm

NHM 11: 4Ever & One

24

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Ngay thuong di mua sam

Cumulative
Frequency
Valid

Valid Percent

Percent

Ngay nghi ngay le

65

34.8

34.9

34.9

Ngay khuyen mai

41

21.9

22.0

57.0

2.7

2.7

59.7

75

40.1

40.3

100.0

186

99.5

100.0

.5

187

100.0

Ngay trong tuan T2 den T6

Bat ki ngay nao
Total
Missing

Percent

System

Total

C th thy t l kh ln trong mu i Big C vo bt k ngy no (40,1%); tip

theo l vo cc ngy ngh, l (34,8%) v cc ngy c khuyn mi (21,9).
6.2.3. Thi gian thng i mua sm
Thoi gian thuong di mua sam
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Sang 8 den 11h

20

10.7

10.7

10.7

Trua 11 den 15h

3.7

3.7

14.4

Chieu 15 den 18h

37

19.8

19.8

34.2

Toi 18 den 22h

123

65.8

65.8

100.0

Total

187

100.0

100.0

NHM 11: 4Ever & One

25

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Thi gian thng i mua sm ch yu l vo bui ti t 18-22h, tip theo l vo

bui chiu, mt s t thng i vo bui sng v rt t ngi i vo bui tra.
6.2.4. Thi gian trung bnh mi ln mua sm

Thoi gian trung binh moi lan mua sam

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

15 den 30 phut

10

5.3

5.3

5.3

30 phut den 1 tieng

64

34.2

34.2

39.6

1 den 2 tieng

89

47.6

47.6

87.2

2 den 4 tieng

24

12.8

12.8

100.0

187

100.0

100.0

Total

NHM 11: 4Ever & One

26

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Phn ln cc p vin i mua sm Big C trong vng 1-2 ting (47,6%); nhiu
p vin cng i t 30 pht n mt ting (34,2%); C mt b phn khng nh thng
xuyn i t 2-4 ting (12,8%) v kh t ngi ch i t 15-30 pht (thng nhng
ngi ny ch vo mua nhng th nh trc ch t do xem hng ha).

6.3. Thi quen mua sm

6.3.1. i tng i cng
Nguoi di cung
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Gia dinh

56

29.9

29.9

29.9

Ban be

90

48.1

48.1

78.1

Nguoi yeu

35

18.7

18.7

96.8

3.2

3.2

100.0

187

100.0

100.0

Di mot minh
Total

NHM 11: 4Ever & One

27

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

a s cc p vin i Big C vi bn b v gia nh. Nhiu p vin i vi

ngi yu v rt t ngi i mt mnh.
6.3.2. Ni bit n thng tin khuyn mi
Case Summary
Cases
Valid
N
$TTKMa

Missing

Percent
187

100.0%

Total

Percent
0

.0%

Percent
187

100.0%

a. Dichotomy group tabulated at value 1.

NHM 11: 4Ever & One

28

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

$TTKM Frequencies
Responses
N
thong tin khuyen maia

TTKM tai cua vao sieu thi

Percent

Percent of Cases

44

18.1%

23.5%

110

45.3%

58.8%

TTKM qua internet

14

5.8%

7.5%

TTKM qua ban be nguoi than

75

30.9%

40.1%

243

100.0%

129.9%

TTKM qua to roi

Total
a. Dichotomy group tabulated at value 1.

Phn ln p vin bit n cc thng tin khuyn mi t t ri pht ti nh/ c

quan v t bn b ngi thn. Khng nhiu p vin bit thng tin khuyn mi t ca
vo siu th v rt t ngi bit qua internet.
6.3.3. Dng c thng dng mua hng

NHM 11: 4Ever & One

29

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Dung cu mua hang

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Xe day hang tre em

21

11.2

11.2

11.2

Xe day hang lon

49

26.2

26.2

37.4

Gio nhua keo 1 tay tien dung

97

51.9

51.9

89.3

Cam bang tay

20

10.7

10.7

100.0

187

100.0

100.0

Total

Phn ln p vin s dng gi nha khi mua hng; xe y hng ln cng

thng c s dng khi mua nhiu vi khi lng ln. c bit t l p vin cm
hng ha bng tay cng tng ng vi t l s dng xe y hng tr em.
6.3.4. Ngnh hng thng mua sm

NHM 11: 4Ever & One

30

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Case Summary
Cases
Valid
N
$Thmuaa

Missing

Percent
187

100.0%

Total

Percent
0

.0%

Percent
187

100.0%

a. Dichotomy group tabulated at value 1.

$Thmua Frequencies
Responses
N
Nganh hang thuong muaa

Thuong mua thuc pham tuoi

song
Thuong mua thuc pham che
bien
Thuong mua hoa my pham
Thuong mua Quan ao giay
dep phu kien
Thuong mua hang dien tu
Thuong mua Thiet bi gia
dung

Total

Percent

Percent of Cases

34

9.5%

18.2%

102

28.4%

54.5%

64

17.8%

34.2%

92

25.6%

49.2%

15

4.2%

8.0%

52

14.5%

27.8%

359

100.0%

192.0%

a. Dichotomy group tabulated at value 1.

NHM 11: 4Ever & One

31

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Ngnh hng thng c mua nhiu nht l thc phm ch bin v qun o,
giy dp, ph kin...; tip theo l ha m phm v thit b gia dng; t hn l thc
phm ti sng v t c mua nht l ngnh hng in t.
6.3.5. V tr sn phm thng xuyn mua sm
Case Summary
Cases
Valid
N
$Vitrimuaa

Missing

Percent
187

100.0%

Total

Percent
0

.0%

Percent
187

100.0%

a. Dichotomy group tabulated at value 1.

NHM 11: 4Ever & One

32

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

$Vitrimua Frequencies
Responses
N
Vi tri mua hanga

Thuong mua hang hoa dat

tren cung
Thuong mua hang hoa dat
ngang tam mat
Thuong mua hang hoa dat
ngang tam tay
Thuong mua hang hoa dat
ngang dau goi
Thuong mua hang hoa dat
duoi cung

Total

Percent

Percent of Cases

10

3.6%

5.3%

151

53.9%

80.7%

91

32.5%

48.7%

14

5.0%

7.5%

14

5.0%

7.5%

280

100.0%

149.7%

a. Dichotomy group tabulated at value 1.

NHM 11: 4Ever & One

33

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Ta thy sn phm t ngang tm mt c mua nhiu nht (53,9%); tip theo l

cc sn phm c t ngang tm tay (32,5%). Cc sn phm t cc v tr cn li c
t l mua kh t.
6.3.6. S tin chi tiu trung bnh mi ln mua sm
So tien trung binh moi lan mua sam
Cumulative
Frequency
Valid

Duoi 50.000D

Percent

Valid Percent

Percent

1.1

1.1

1.1

Tu 50.000 den 100.000D

32

17.1

17.1

18.2

Tu 100.000 den 300.000

97

51.9

51.9

70.1

Tu 300.000 den 500.000D

35

18.7

18.7

88.8

Tu 500.000 den 1.000.000D

14

7.5

7.5

96.3

3.7

3.7

100.0

187

100.0

100.0

Tren 1.000.000D
Total

NHM 11: 4Ever & One

34

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

a s cc p vin thng mua t 100.000-300.000 gi tr hng ha mi ln

mua sm; cc p vin mua t 50.000-100.000 v 300.000-500.000 chim t l t
hn; 7,5% mu mua t 500.000 - 1 triu ng; 3,7% mu mua trn 1 triu ng v
ch c 2/187 p vin mua di 50.000.
6.3.7. Hnh thc thanh ton
Thanh toan bang tien mat
Cumulative
Frequency
Valid

Thuong xuyen

Percent

Valid Percent

Percent

180

96.3

96.3

96.3

Thinh thoang

3.2

3.2

99.5

Hiem khi

.5

.5

100.0

187

100.0

100.0

Total

Thanh toan bang the tin dung the rut tien

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Thuong xuyen

2.7

2.7

2.7

Thinh thoang

37

19.8

19.8

22.5

Hiem khi

20

10.7

10.7

33.2

Chua he su dung

125

66.8

66.8

100.0

Total

187

100.0

100.0

Thanh toan bang phieu mua hang

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Thuong xuyen

1.1

1.1

1.1

Thinh thoang

14

7.5

7.5

8.6

Hiem khi

36

19.3

19.3

27.8

Chua he su dung

135

72.2

72.2

100.0

Total

187

100.0

100.0

NHM 11: 4Ever & One

35

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Thanh toan bang bien nhan mua hang

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Thuong xuyen

1.1

1.1

1.1

Thinh thoang

3.2

3.2

4.3

Hiem khi

3.2

3.2

7.5

Chua he su dung

173

92.5

92.5

100.0

Total

187

100.0

100.0

Qua cc bng biu th tn sut o lng mc s dng cc hnh thc thanh

ton ca khch hng, ta tng hp c t l phn trm mc s dng ca tng hnh
thc v biu th n thng qua biu sau:

HNH THC THANH TON

Bin nhn mua hng

Phiu mua hng
Th tn dng/Th rt tin
Tin mt
0%
Thng xuyn

20%
Thnh thong

40%
Him khi

60%

80%

100%

Cha h s dng

Qua biu ta thy rng tin mt vn l hnh thc thanh ton c s dng
nhiu nht, trong khi 3 hnh thc cn li c s dng vi mc kh t. Tuy vy c
th thy hnh thc thanh ton bng th tn dng/ th rt tin vn c mt b phn
khch hng thng xuyn s dng.

6.4. nh gi ca khch hng

6.4.1. Cht lng dch v

NHM 11: 4Ever & One

36

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Danh gia thai do phuc vu

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Rat tot

10

5.3

5.3

5.3

Kha tot

84

44.9

44.9

50.3

Binh thuong

83

44.4

44.4

94.7

Chua tot

4.8

4.8

99.5

Can phai cai thien

.5

.5

100.0

187

100.0

100.0

Total

Danh gia Tinh tien

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Rat tot

4.3

4.3

4.3

Kha tot

55

29.4

29.4

33.7

Binh thuong

87

46.5

46.5

80.2

Chua tot

24

12.8

12.8

93.0

Can phai cai thien

13

7.0

7.0

100.0

187

100.0

100.0

Total

Danh gia Trung bay sieu thi

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Rat tot

20

10.7

10.7

10.7

Kha tot

99

52.9

52.9

63.6

Binh thuong

60

32.1

32.1

95.7

Chua tot

3.7

3.7

99.5

Can phai cai thien

.5

.5

100.0

187

100.0

100.0

Total

NHM 11: 4Ever & One

37

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Danh gia Giu xe

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Rat tot

24

12.8

12.8

12.8

Kha tot

76

40.6

40.6

53.5

Binh thuong

74

39.6

39.6

93.0

Chua tot

12

6.4

6.4

99.5

.5

.5

100.0

187

100.0

100.0

Can phai cai thien

Total

Danh gia An ninh

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Rat tot

31

16.6

16.6

16.6

Kha tot

91

48.7

48.7

65.2

Binh thuong

61

32.6

32.6

97.9

2.1

2.1

100.0

187

100.0

100.0

Chua tot
Total

Danh gia Ve sinh

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Rat tot

44

23.5

23.5

23.5

Kha tot

83

44.4

44.4

67.9

Binh thuong

51

27.3

27.3

95.2

Chua tot

4.3

4.3

99.5

Can phai cai thien

.5

.5

100.0

187

100.0

100.0

Total

NHM 11: 4Ever & One

38

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Danh gia Bao hanh

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Rat tot

11

5.9

5.9

5.9

Kha tot

53

28.3

28.3

34.2

106

56.7

56.7

90.9

16

8.6

8.6

99.5

.5

.5

100.0

187

100.0

100.0

Binh thuong
Chua tot
Can phai cai thien
Total

Danh gia Giao hang

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Rat tot

2.1

2.1

2.1

Kha tot

48

25.7

25.7

27.8

114

61.0

61.0

88.8

18

9.6

9.6

98.4

1.6

1.6

100.0

187

100.0

100.0

Binh thuong
Chua tot
Can phai cai thien
Total

Danh gia Xe buyt

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Rat tot

3.7

3.7

3.7

Kha tot

43

23.0

23.0

26.7

107

57.2

57.2

84.0

Chua tot

15

8.0

8.0

92.0

Can phai cai thien

15

8.0

8.0

100.0

187

100.0

100.0

Binh thuong

Total

NHM 11: 4Ever & One

39

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

nh gi cht lng dch v

Xe but
Giao hng
Bo hnh
V sinh
An ninh
Gi xe
Trng by siu th
Tnh tin
Thi phc v
0%

20%

Rt tt

40%

Kh tt

Bnh thng

60%

Cha tt

80%

100%

Cn phi ci thin

Nhn chung cc yu t dch v ca Big C c nh gi kh tt; tt nht l v

sinh, an ninh, gi xe, trng by siu th; tip theo l thi phc v, bo hnh, tnh
tin; t hn l giao hng, xe but.
6.4.2. Mc quan trng ca cc yu t nh hng ti vic la chn
mua sm Big C
Danh gia tam quan trong cua gia ca
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Rat quan trong

80

42.8

42.8

42.8

Kha quan trong

46

24.6

24.6

67.4

Quan trong

44

23.5

23.5

90.9

It quan tam

13

7.0

7.0

97.9

2.1

2.1

100.0

187

100.0

100.0

Khong he quan tam

Total

NHM 11: 4Ever & One

40

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Danh gia tam quan trong cua su da dang hang hoa

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Rat quan trong

41

21.9

21.9

21.9

Kha quan trong

72

38.5

38.5

60.4

Quan trong

61

32.6

32.6

93.0

It quan tam

3.7

3.7

96.8

Khong he quan tam

3.2

3.2

100.0

187

100.0

100.0

Total

Danh gia tam quan trong cua chat luong san pham
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Rat quan trong

92

49.2

49.2

49.2

Kha quan trong

57

30.5

30.5

79.7

Quan trong

34

18.2

18.2

97.9

It quan tam

1.1

1.1

98.9

Khong he quan tam

1.1

1.1

100.0

187

100.0

100.0

Total

Danh gia tam quan trong cua chat luong dich vu

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Rat quan trong

36

19.3

19.3

19.3

Kha quan trong

56

29.9

29.9

49.2

Quan trong

77

41.2

41.2

90.4

It quan tam

16

8.6

8.6

98.9

1.1

1.1

100.0

187

100.0

100.0

Khong he quan tam

Total

NHM 11: 4Ever & One

41

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Danh gia tam quan trong cua Khoang cach di lai

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Rat quan trong

25

13.4

13.4

13.4

Kha quan trong

38

20.3

20.3

33.7

Quan trong

55

29.4

29.4

63.1

It quan tam

51

27.3

27.3

90.4

Khong he quan tam

18

9.6

9.6

100.0

187

100.0

100.0

Total

Tm quan trng ca cc yu t khin KH quyt nh la chn

Big C mua sm

Khong cch i li
Cht lng dch v
Cht lng sn phm
S a dng hng ha
Gi c
0%
Rt quan trng

10%

20%

Kh quan trng

30%

40%

Bnh thng

50%

60%

t quan tm

70%

80%

90%

100%

Khng h quan tm

Khi khch hng la chn Big C, yu t quan trng nht vn l cht lng hng
ha; tip theo l gi c, s a dng ca hng ha ri n cht lng dch v; t quan
trng nht l khong cch i li.
6.4.3. Mc hp dn ca khuyn mi i vi tng ngnh hng

NHM 11: 4Ever & One

42

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Muc hap dan cua khuyen mai thuc pham tuoi song
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Hap dan nhat

31

16.6

16.6

16.6

Hap dan thu 2

24

12.8

12.8

29.4

Hap dan thu 3

33

17.6

17.6

47.1

Hap dan thu 4

32

17.1

17.1

64.2

Kem hap dan

31

16.6

16.6

80.7

Kem hap dan nhat

36

19.3

19.3

100.0

187

100.0

100.0

Total

Muc hap dan cua khuyen mai thuc pham che bien
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Hap dan nhat

25

13.4

13.4

13.4

Hap dan thu 2

53

28.3

28.3

41.7

Hap dan thu 3

32

17.1

17.1

58.8

Hap dan thu 4

30

16.0

16.0

74.9

Kem hap dan

31

16.6

16.6

91.4

Kem hap dan nhat

16

8.6

8.6

100.0

187

100.0

100.0

Total

Muc hap dan cua khuyen mai hoa my pham

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Hap dan nhat

28

15.0

15.0

15.0

Hap dan thu 2

36

19.3

19.3

34.2

Hap dan thu 3

37

19.8

19.8

54.0

Hap dan thu 4

40

21.4

21.4

75.4

Kem hap dan

18

9.6

9.6

85.0

Kem hap dan nhat

28

15.0

15.0

100.0

187

100.0

100.0

Total

NHM 11: 4Ever & One

43

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Muc hap dan cua khuyen mai Thiet bi gia dung

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Hap dan nhat

18

9.6

9.6

9.6

Hap dan thu 2

24

12.8

12.8

22.5

Hap dan thu 3

38

20.3

20.3

42.8

Hap dan thu 4

44

23.5

23.5

66.3

Kem hap dan

46

24.6

24.6

90.9

Kem hap dan nhat

17

9.1

9.1

100.0

187

100.0

100.0

Total

Muc hap dan cua khuyen mai Hang dien tu

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Hap dan nhat

24

12.8

12.8

12.8

Hap dan thu 2

23

12.3

12.3

25.1

Hap dan thu 3

18

9.6

9.6

34.8

Hap dan thu 4

23

12.3

12.3

47.1

Kem hap dan

40

21.4

21.4

68.4

Kem hap dan nhat

59

31.6

31.6

100.0

187

100.0

100.0

Total

Muc hap dan cua khuyen mai Quan ao giay dep phu kien
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Hap dan nhat

61

32.6

32.6

32.6

Hap dan thu 2

27

14.4

14.4

47.1

Hap dan thu 3

29

15.5

15.5

62.6

Hap dan thu 4

18

9.6

9.6

72.2

Kem hap dan

21

11.2

11.2

83.4

Kem hap dan nhat

31

16.6

16.6

100.0

187

100.0

100.0

Total

NHM 11: 4Ever & One

44

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Mc hp dn ca chng trnh khuyn mi cho tng ngnh

hng i vi KH

KM Q o, giy dp
KM Hng in t
KM Thit b gia dng
KM Ha m phm
KM Thc phm ch bin
KM Thc phm ti sng
0%

20%

40%

60%

80%

Hp dn nht

Hp dn th hai

Hp dn th ba

Hp dn th t

Km hp dn

Km hp dn nht

100%

Khch hng b hp dn nhiu nht bi chng trnh khuyn mi cho qun o,

giy dp, ph kin...; tip theo l khuyn mi thc phm ch bin, ha m phm; t
hn l thc phm ti sng; t hp dn nht l khuyn mi hng in t v thit b gia
dng.
6.4.4. Mc u tin ca cc yu t nh hng ti vic la chn sn
phm
Muc uu tien gia ca khi quyet dinh mua
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Uu tien nhat

84

44.9

44.9

44.9

Uu tien thu 2

59

31.6

31.6

76.5

Uu tien thu 3

22

11.8

11.8

88.2

Uu tien thu 4

12

6.4

6.4

94.7

Kem uu tien nhat

10

5.3

5.3

100.0

187

100.0

100.0

Total

NHM 11: 4Ever & One

45

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Muc uu tien chat luong san pham khi quyet dinh mua
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Uu tien nhat

72

38.5

38.5

38.5

Uu tien thu 2

77

41.2

41.2

79.7

Uu tien thu 3

24

12.8

12.8

92.5

Uu tien thu 4

4.3

4.3

96.8

Kem uu tien nhat

3.2

3.2

100.0

187

100.0

100.0

Total

Muc uu tien nha san xuat khi quyet dinh mua

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Uu tien nhat

2.7

2.7

2.7

Uu tien thu 2

19

10.2

10.2

12.8

Uu tien thu 3

43

23.0

23.0

35.8

Uu tien thu 4

59

31.6

31.6

67.4

Kem uu tien nhat

61

32.6

32.6

100.0

187

100.0

100.0

Total

Muc uu tien mau ma khi quyet dinh mua

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Uu tien nhat

12

6.4

6.4

6.4

Uu tien thu 2

18

9.6

9.6

16.0

Uu tien thu 3

63

33.7

33.7

49.7

Uu tien thu 4

52

27.8

27.8

77.5

Kem uu tien nhat

42

22.5

22.5

100.0

187

100.0

100.0

Total

NHM 11: 4Ever & One

46

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Muc uu tien Han su sung khi quyet dinh mua

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Uu tien nhat

14

7.5

7.5

7.5

Uu tien thu 2

14

7.5

7.5

15.0

Uu tien thu 3

36

19.3

19.3

34.2

Uu tien thu 4

56

29.9

29.9

64.2

Kem uu tien nhat

67

35.8

35.8

100.0

187

100.0

100.0

Total

Mc u tin cc yu t khi la chn hng ha

Hn s dng sn phm
Mu m
Nh sn xut
Cht lng sn phm
Gi c
0%
u tin nht

20%

u tin th 2

40%
u tin th 3

60%

80%

u tin th 4

100%

Km u tin nht

Nhn chung khch hng vn u tin gi c v cht lng nht khi la chn sn
phm; tip theo l Mu m, hn s dng v t u tin nht i vi nh sn xut.
6.4.5. Mc a thch i vi cc siu th
Muc do ua thich Big C
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Ua thich nhat

139

74.3

74.3

74.3

Ua thich thu 2

37

19.8

19.8

94.1

Ua thich thu 3

4.8

4.8

98.9

Kem ua thich nhat

1.1

1.1

100.0

187

100.0

100.0

Total

NHM 11: 4Ever & One

47

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Muc do ua thich Coop Mart

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Ua thich nhat

14

7.5

7.5

7.5

Ua thich thu 2

67

35.8

35.8

43.3

Ua thich thu 3

84

44.9

44.9

88.2

Kem ua thich nhat

22

11.8

11.8

100.0

187

100.0

100.0

Total

Muc do ua thich Intimex

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Ua thich nhat

3.2

3.2

3.2

Ua thich thu 2

18

9.6

9.6

12.8

Ua thich thu 3

41

21.9

21.9

34.8

Kem ua thich nhat

122

65.2

65.2

100.0

Total

187

100.0

100.0

Muc do ua thich Metro

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Ua thich nhat

28

15.0

15.0

15.0

Ua thich thu 2

65

34.8

34.8

49.7

Ua thich thu 3

53

28.3

28.3

78.1

Kem ua thich nhat

41

21.9

21.9

100.0

187

100.0

100.0

Total

NHM 11: 4Ever & One

48

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Mc a thch i vi tng siu th

Metro
Intimex
Co.op Mart
Big C
0%

20%
a thch nht

40%
a thch th 2

60%
a thch th 3

80%

100%

Km a thch nht

Ta thy rng Big C vn c phn ln cc khch hng a thch nht; tip theo
l Metro v Co.op Mart; t c a thch nht l Intimex.

6.5. Kim nh gi thit

6.5.1. Gi thit 1
Gi thit Ho : Khng c s khc bit gia cc i tng mua sm v s

tin chi tiu trung bnh mi ln mua sm.

i thit H1: C s khc bit gia cc i tng mua sm v s tin chi

tiu trung bnh mi ln mua sm.

Mc ngha: 95%
ANOVA
So tien trung binh moi lan mua sam
Sum of Squares
Between Groups

df

Mean Square

29.552

9.851

Within Groups

152.127

183

.831

Total

181.679

186

F
11.850

Sig.
.000

T kt qu truy xut c trn, ta thy c Sig. = 0,000<0,05; nn ta bc b

H0 v tha nhn H1 rng c s khc bit gia cc i tng mua sm v s tin chi tiu
trung bnh mi ln mua sm.

NHM 11: 4Ever & One

49

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

C th i tng chi tiu nhiu nht cho mi ln mua sm l Ngi i lm

c gia nh, tip theo l Ngi i lm cha c gia nh v Ngi tht nghip/ni
tr/ngh hu. i tng chi tiu t nht chnh l hc sinh sinh vin.
6.5.2. Gi thit 2
Gi thit Ho: S ln mua sm trung bnh ca khch hng nam v n l

nh nhau trn tng th.

Gi thit H1: S ln mua sm trung bnh ca khch hng nam v n l

khc nhau trn tng th.

Mc ngha: 95%

NHM 11: 4Ever & One

50

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Group Statistics
Gioi
tinh cua
dap
vien
So lan di trung binh trong

Nam

thang

Nu

Mean

Std. Deviation

Std. Error Mean

63

1.30

.586

.074

124

1.39

.621

.056

Independent Samples Test

Levene's Test for
Equality of
Variances

t-test for Equality of Means

95% Confidence
Interval of the
Sig. (2-

F
So lan

Sig.

df

Mean

Difference

Std. Error

tailed) Difference Difference Lower

Upper

Equal

di trung variances
binh

assumed

trong

Equal

thang

variances not

1.964

.163

-.907

185

.366

-.086

.094

-.272

.100

-.925

131.415

.357

-.086

.092

-.268

.097

assumed

T kt qu truy xut c trn, ta thy c Sig. = 0,163>0,05; nn phng

sai hai mu bng nhau, ta dng kt qu kim nh t dng th nht. Ta nhn thy rng
p value = 0,366 > 0,05 nn ta chp nhn Ho, ngha l khng c s khc bit trong s
ln mua sm trung bnh ca khch hng nam v n trn tng th nghin cu.
6.5.3. Gi thit 3
Gi thit Ho: Thi gian mua sm trung bnh ca khch hng nam v n

l nh nhau
Gi thit H1: Thi gian mua sm trung bnh ca khch hng nam v n

l khc nhau.
Mc ngha: 95%

NHM 11: 4Ever & One

51

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Group Statistics
Gioi
tinh cua
dap
vien

Mean

Thoi gian trung binh moi lan Nam

mua sam

Nu

Std. Deviation

Std. Error Mean

63

2.29

.682

.086

124

2.88

.728

.065

Independent Samples Test

Levene's Test for
Equality of
Variances

t-test for Equality of Means

95% Confidence
Interval of the
Sig. (2-

Sig.

df

Mean

Std. Error

tailed) Difference Difference

Difference
Lower

Upper

Thoi gian Equal

trung binh variances
moi lan

.209

.648

-5.379

185

.000

-.593

.110

-.811

-.376

-5.494

132.185

.000

-.593

.108

-.807

-.380

assumed

mua sam Equal

variances
not
assumed

T kt qu truy xut c trn, ta thy c Sig. = 0,648 > 0,05; nn phng

sai hai mu bng nhau, ta dng kt qu kim nh t dng th nht. Ta nhn thy rng
p value = 0,000 < 0,05 nn ta c th bc b H0, chp nhn H1 ngha l c s khc bit
trong thi gian mua sm trung bnh ca khch hng nam v n trn tng th nghin
cu.

NHM 11: 4Ever & One

52

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

CHNG 7. KT LUN V XUT

7.1. Kt lun rt ra v cc xut:
Big C nn t chc khuyn mi vo cc ngy trong tun (T2-T6) tng lng

khch hng n mua sm vo nhng ngy ny ng thi gip gim bt vic khch
hng mua sm qu ng vo nhng ngy ngh l. Tng cng khuyn mi cc
ngnh hng qun o giy dp ph kin; thc phm ch bin, ha m phm.
Cn phi m bo cht lng phc v vo bui ti l thi gian m khch hng ti
mua sm ng nht v c th tranh th tin hnh kim tra hng ha cng nh trng
by siu th vo bui tra lc t khch.
Tng cng pht t ri ti nh v c quan v m rng sang mt s trng i hc,
thit k mt s qung co ngn trn TV/ bo khch hng c th bit ti cc dp
khuyn mi ca Big C mt cch nhanh chng.
m bo gi nha v xe y phc v khch hng mua sm.
Tng cng cht lng cng nh gi c ca cc sn phm ngnh hng thc phm
ti sng v ngnh hng in t (cng nh vn bo hnh); duy tr v pht
trin mc doanh thu cc ngnh hng cn li.
B tr hp l cc chng loi sn phm v tr d nhn v hp dn khch hng mua
sm, trnh b st mt chng loi hng ha bt k v tr qu khut.
m bo lng tin mt tnh tin cho khch hng, trnh khch hng i
tnh tin qu lu. m bo kh nng phc v v s a dng ca cc my ATM.
Hn ch v sinh sn nh v sp xp hng ha khi c qa ng khch hng; m
bo an ninh siu th; tng cng cht lng bo hnh, giao hng; c bit l xe
but c th to iu kin cho nhng khch hng xa ti mua sm.
Gi vng v tr l siu th bn l s 1 ti Nng vi vic m bo cc yu t gi

c, cht lng sn phm, s a dng hng ha v cht lng dch v; Pht huy
chin lc Big C, gi r cho mi nh trn c s m bo tng trng li nhun.

7.2. Nhng ng gp ca ti:

7.2.1. V mt khoa hc:
NHM 11: 4Ever & One

53

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

ng dng l thuyt ca nghin cu marketing vo d n nghin cu .

Tin hnh lm r mt s vn l thuyt ng thi a ra cc v d.
7.2.2. V mt thc tin:
a ra kt qu nghin cu thi im hin ti.
xut cc phng n gii quyt vn t nhng kt qu a ra.

7.3. Hn ch khi nghin cu

a s thnh vin nhm u cha hc qua mn Kinh T Lng, nn kh khn trong
vic tip thu cc kin thc v kim nh gi thit.
Cha hon ton nm vng cch s dng SPSS trong vic phn tch d liu.

Cc kh khn trong vic thu thp d liu nu chng 5.

Vic ly mu phi xc sut cng em li nhng kt lun khng hon ton chnh xc.

NHM 11: 4Ever & One

54

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

CHNG 8. THI GIAN V CHI PH THC HIN NGHIN

CU:
8.1. Thi gian thc hin:
Cng vic

Ngi thc hin

Thi gian

xut cc tng nghin cu

Tt c

Tun 24

tng nghin cu c ph chun

Trn Long

Tun 25

Phn tch mc tiu nghin cu

Nguyn Nh Tun

Lp & trnh k hoch nghin cu

Tt c

Tun 28

K hoch nghin cu c ph chun

Trn Long

Tun 29-30

Thit k & trnh by bng cu hi

Nguyn Nh Tun

Tun 33-34

Nguyn Minh Thanh

Trn Long
K hoch ly mu

Trn Long

Tun 33-34

Nguyn Minh Nht

Test th bn cu hi

Trn Long

Tun 34

Nguyn Minh Nht

Nguyn Vn Qun
Sa, hon thin & in BCH

Trn Long

Tun 34

Nguyn Minh Nht

Thu thp d liu ti hin trng

Nguyn Vn Qun

Tun 34-35

Phan V Hong Pht

Hunh Th Khnh Linh
Nguyn Minh Thanh
M ha

Nguyn Minh Nht

Tun 36

Trn Long
Nhp d liu
NHM 11: 4Ever & One

Nguyn Vn Qun

Tun 36
55

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Nguyn Minh Nht

Phan V Hong Pht
Nguyn Minh Thanh
Hunh Th Khnh Linh
Phn tch d liu

Trn Long

Tun 37

Vit bo co kt qu d n

Trn Long

Tun 37

Nguyn Nh Tun
Lm Slide

Nguyn Nh Tun

Tun 37

Trn Long
Thuyt trnh

Tt c

Tun 38

Nhp liu

Tt c

Tun 24

Bi thuyt trnh s 1

Trn Long

Tun 30

Cc cng vic khc

Hunh Th Khnh Linh

Nguyn Minh Nht
Nguyn Minh Thanh

8.2. Chi ph:

Chi ph t chc nhm (Lin lc, gp g,)................................20.000

Chi ph lp KH nghin cu..........................................................30.000

Chi ph thu thp d liu(In n, i li)....................................100.000

Chi ph x l v phn tch............................................................20.000

Chi ph vit bo co v thuyt trnh.............................................30.000

NHM 11: 4Ever & One

56

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

Tng chi ph d tnh..................................................................200.000

Nhn vin......................................................................................7 ngi

NHM 11: 4Ever & One

57

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

TI LIU THAM KHO

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www.docstoc.com
Nguyn Th Mai Trang (2006); CHT LNG DCH V, S THA MN,

V LNG TRUNG THNH CA KHCH HNG SIU TH TI TPHCM;

TP CH PHT TRIN KH&CN, TP 9, S 10 -2006.
Nguyn ng Duy Nht v L Nguyn Hu (2007); CC YU T NH

HNG N CHT LNG DCH V BN L - NGHIN CU CC

SIU TH TP.HCM; TP CH PHT TRIN KH&CN, TP 10, S 08 2007.
Nguyn Huy Phong v Phm Ngc Thy (2007); SERVQUAL HAY

SERVPERF MT NGHIN CU SO SNH TRONG NGNH SIU TH

BN L VIT NAM; TP CH PHT TRIN KH&CN, TP 10, S 08 -2007
Masayoshi Maruyama and Le Viet Trung (2007); Supermarkets in Vietnam:

Opportunities and Obstacles; Asian Economic Journal 2007, Vol. 21 No. 1, 19

46.
Muriel Figui (2008); Market appeal in an emerging economy: Supermarkets and

poor consumers in Vietnam; Paule Moustier 2008.

Vietnam Retail Food Sector 2008; Global Agriculture Information Network

NHM 11: 4Ever & One

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BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

MC LC
CHNG 1. BI CNH NGHIN CU:................................................................................4
1.1. Tnh hnh chung:..............................................................................................................4
1.2. Nng:..........................................................................................................................4
1.3. Gii thiu v Big C Vit Nam.........................................................................................5
1.4. Tnh mi ca ti:.........................................................................................................8
CHNG 3. MC TIU NGHIN CU:..............................................................................13
3.1. Vn ra quyt nh:.....................................................................................................13
3.2. Vn nghin cu:........................................................................................................13
3.3. Mc tiu nghin cu:.....................................................................................................13
3.3.1. Cu hoi nghin cu:................................................................................................13
3.3.2. Gi thuyt nghin cu:............................................................................................14
CHNG 4. THIT K NGHIN CU:...............................................................................15
4.1. Ngun d liu................................................................................................................15
4.1.1. D liu th cp: ......................................................................................................15
4.1.2. D liu s cp:........................................................................................................15
4.2. Phng php nghin cu...............................................................................................15
4.3. Cng c thu thp d liu:...............................................................................................15
4.4. K hoch ly mu ..........................................................................................................15
4.4.1. n v mu v tiu chun mu: .............................................................................15
4.4.2. Kch thc mu ......................................................................................................16
4.4.3. Quy trnh ly mu ..................................................................................................16
CHNG 5. T CHC THU THP D LIU.....................................................................18
5.1. Mc tiu.........................................................................................................................18
5.2. Rng buc......................................................................................................................18
5.3. Nhng cng vic phi thc hin:...................................................................................18
5.4. Vn pht sinh.............................................................................................................18
5.5. Nhng sai s do qu trnh thu thp d liu....................................................................19
5.6. Phn cng nhim v cho phng vn vin......................................................................20
5.6.1. Qun Ng Hnh Sn...............................................................................................20
5.6.2. Qun Sn Tr..........................................................................................................20
5.6.3. Qun Thanh Kh.....................................................................................................20
5.6.4. Qun Hi Chu........................................................................................................20
CHNG 6. KT QU PHN TCH D LIU...................................................................21
6.1. c im ca p vin...................................................................................................21
6.1.1. Gii tnh..................................................................................................................21
6.1.2. Ni sinh sng..........................................................................................................21
6.1.3. i tng phn loi................................................................................................23
6.2. Thi gian mua sm.........................................................................................................23
6.2.1. S ln mua sm trung bnh......................................................................................24
6.2.2. Ngy thng i mua sm........................................................................................24
6.2.3. Thi gian thng i mua sm.................................................................................25
6.2.4. Thi gian trung bnh mi ln mua sm ..................................................................26
6.3. Thi quen mua sm........................................................................................................27
6.3.1. i tng i cng...................................................................................................27
6.3.2. Ni bit n thng tin khuyn mi..........................................................................28
6.3.3. Dng c thng dng mua hng.............................................................................29
6.3.4. Ngnh hng thng mua sm.................................................................................30
6.3.5. V tr sn phm thng xuyn mua sm.................................................................32
NHM 11: 4Ever & One

59

BC PHN TCH MC TIU NC

GVHD:Th.S Phm Ngc i

6.3.6. S tin chi tiu trung bnh mi ln mua sm..........................................................34

6.3.7. Hnh thc thanh ton...............................................................................................35
6.4. nh gi ca khch hng...............................................................................................36
6.4.1. Cht lng dch v..................................................................................................36
6.4.2. Mc quan trng ca cc yu t nh hng ti vic la chn mua sm Big C
...........................................................................................................................................40
6.4.3. Mc hp dn ca khuyn mi i vi tng ngnh hng.........................................42
6.4.4. Mc u tin ca cc yu t nh hng ti vic la chn sn phm..................45
6.4.5. Mc a thch i vi cc siu th.......................................................................47
6.5. Kim nh gi thit.........................................................................................................49
6.5.1. Gi thit 1................................................................................................................49
6.5.2. Gi thit 2................................................................................................................50
6.5.3. Gi thit 3................................................................................................................51
CHNG 7. KT LUN V XUT...............................................................................53
7.1. Kt lun rt ra v cc xut:.......................................................................................53
7.2. Nhng ng gp ca ti:...........................................................................................53
7.2.1. V mt khoa hc:....................................................................................................53
7.2.2. V mt thc tin:.....................................................................................................54
7.3. Hn ch khi nghin cu.................................................................................................54
8.1. Thi gian thc hin:.......................................................................................................55
8.2. Chi ph:...........................................................................................................................56

NHM 11: 4Ever & One

60