TP CH KHOA HC V CNG NGH, I HC NNG - S 6(29).

2008

S NH HNG CA GI TR THNG HIU N HNH VI MUA S M CANGI TIU DNG TRONG TH TRNG IN THOI DI NG VIT NAM
THE INFLUENCE OF BRAND EQUITY ON CONSUMER BEHAVIOR ON THE VIETNAMS MOBILE PHONE MARKET NGUYN TRNG SN
i hc Nng

TRN TRUNG VINH

Khch sn Riverside Hi An
TM T T Da trn cc d liu thu thp c bng vic kho st thc t trn mt mu iu tra c tnh i din cao v da trn cc m hnh l thuyt v gi tr thng hiu c cng b trong cc nghin cu trc y , bi bo lng ha s tc ng ca cc yu t cu thnh gi tr thng hiu n hnh vi ngi tiu dng trn th trng in thoi di ng hin nay Vit Nam. S lng ha ny c xc nh cho tng cp nhn t cng nh cho tng th gi tr thng hiu tc ng n hnh vi ngi tiu dng. Kt qu nghin cu gip cho cc hng kinh doanh in thoi di ng thy c v tr khc nhau ca cc nhn t cu thnh gi tr thng hiu, t c cn c vng chc hn trong vic xy dng cc chnh sch pht trin th ng hiu, chnh sch bn hng cng nh hoch nh chin lc kinh doanh.

ABSTRACT This article is based on data collected by a real survey and on the model of elements of brand equity. This study has already quantified the four elements of brand equity that influence the consumer behavior on Vietnams mobile phone market. The quantitative analysis is specified for each two factors and also for all elements of brand equity influence on consumer behavior. The results help mobile phone companies to understand clearly the importance of each element of brand equity. The results are also used for building the brand development and sales policies; and making the strategy for mobile phone brands on current Vietnamese market.

1. t vn Theo nh gi c a nhiu chuyn gia, Vit Nam l mt trong nhng th trng in thoi di ng nng ng bc nht ng Nam hin nay. S lng thu bao in thoi di ng (TD) trong nm 2006 l 16 triu, nm 2007 s lng TD bn ra l 6,2 triu chic, tng 35% so vi nm 2006. D bo n nm 2010 s thu bao di ng c th t ti 25 triu. th trng Vit Nam c khong 20 thng hiu in thoi di ng, trong Nokia, Motorola, Samsung v Sony Ericsson l nhng thng hiu
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TP CH KHOA HC V CNG NGH, I HC NNG - S 6(29).2008

mnh nht v chim trn 90% th phn. S cnh tranh ca bn thng hiu ny l rt khc lit. Trong hnh vi mua sm ca ngi Vit Nam, cc yu t truyn thng nh cht lng v gi c lun tc ng mnh n quyt nh mua. Tuy nhin, trong bi cnh hi nhp v trong qu trnh pht tri n chung, yu t thng hiu ngy cng c v tr quan trng, nh hng n hnh vi tiu dng ca khch hng. Mt nghin cu nhm nh lng r rng s tc ng ca cc yu t cu thnh gi tr thng hiu (brand equity) m cc hngTD t o dng c n hnh vi tiu dng ca khch hng trn th trng Vit Nam s c ngha ln i vi vic xy dng chin lc kinh doanh, chnh sch pht tri n thng hiu v chnh sch bn hng ca cc hng in thoi di ng hin nay. Vi mc ch ny, nhm tc gi bi vit tin hnh kho st trn mt mu iu tra vi 400 khch hng, tri trn mt din rng t cc thnh ph n cc vng nng thn khp c nc, t tng hp, phn tch v a ra cc kt lun v s tc ng gia gi tr thng hiu v hnh vi ngi tiu dng trn th trng TD Vit Nam hin nay. 2. C s l thuyt ca nghin cu Vic nghin cu s tc ng ca gi tr thng hiu n hnh vi mua sm ca ngi tiu dng c tin hnh da trn cc c s l thuyt v hai vn ny. Gi tr thng hiu l tp hp tt c nhng gi tr c th m thng hiu mang n cho cc bn hu quan (khch hng, nhn vin, c ng, cng ng). Nhng gi tr ny s c cng vo sn phm hay dch v nhm gia tng gi tr i vi nhng ngi lin quan. Nhng yu t cu thnh gi tr thng hiu c kt ni n biu tng, logo ca cng ty hoc sn phm. Nhng yu t to nn gi tr thng hiu c th khc nhau ty theo m i trng hp. Tuy vy, gi tr thng hiu thng thng nht s c 4 yu t chnh: s trung thnh ca thng hiu (brand loyalty); s nhn bit thng hiu (brand awareness); cht lng cm nhn (perceived quality); s lin tng v thng hiu (brand associations); v cc y u t s hu khc nh: bo h thng hiu, quan h vi knh phn phi ( Aaker, 1991). Nghin cu v hnh vi tiu dng, thc cht ca qu trnh ny l i tm cu tr li cho cc cu h i: ngi tiu dng mua sn phm bng cch no? H mua nhng sn phm g? Khi no v ti sao h mua? Hnh vi tiu dng ca khch hng b chi phi nhng mc khc nhau bi cc yu t: vn ha, x hi, hon cnh c nhn v cc yu t thuc v tm l (Hoyer, 2007) Tu trung li, o lng s nh hng ca gi tr thng hiu n hnh vi tiu dng ca khch hng l v cng quan trng tro ng vic nh gi gi tr ca mt thng hiu. Phc v cho mc tiu nghin cu, nhm tc gi da trn 4 yu t cu thnh o lng gi tr thng hiu: cm nhn c ht lng v gi tr (perceived quality and perceived value); s lin tng v thng hiu (brand association); s nhn bit thng hiu (brand awareness). Ring s trung thnh nhn hiu (brand loyalty) c n ghin cu di gc hnh vi tiu dng ca khch hng. 3. Mu iu tra v tiu chun nh gi 3.1. Mu iu tra
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TP CH KHOA HC V CNG NGH, I HC NNG - S 6(29).2008

nh gi gi tr thng hiu, phn tch hnh vi tiu dng c a khch hng v s tc ng ca gi tr thng hiu n hnh vi tiu dng ca khch hng, 4 thng hiu in thoi di ng ph bin nht trn th trng Vit Nam (Nokia, Samsung, Motorola v Sony Erisson) c la chn nghin cu. Th phn ca 4 thng hiu ny Vit Nam chim n trn 90% trong nm 2006 v c th hin bn sau:
Bng 3.1. Th phn ca cc hng in thoi di ng trn th trng Vit Nam

Nokia 50%

Motorola 22%

Samsung 18%

Sony Ericsson 3%

Thng hiu khc 7%

Ngun: Cng ty nghin cu th trng GfK Asia, chi nhnh ti chu

Mu iu tra c la chn l 400 khch hng sinh sng nhiu vng khc nhau trn c nc. Cc phn t ca mu iu tra l nhng ngi tiu dng c kin thc v kinh nghim tro ng vic mua sm v s dng in thoi di ng. Mu c la chn theo phng php thu n tin da trn s gii thiu ca phn t ny n phn t khc. Ngi c hi s tr li v thng hiu ca in thoi di ng m mnh ang s hu. 3.2. Tiu chun nh gi Cc cu hi c s dng trong bng cu hi l cu hi cataloging. Tt c cc cu hi c cho im t 1 n 5. ngha ca cc im s nh sau:1: Hon ton khng ng ; 2: Khng ng ; 3: Khng c kin; 4: ng ; 5: Hon ton ng . Bin gp l gi tr trung bnh ca cc bin n. Cc bin s gp c nh gi theo tiu chun im s. Ngoi ra, phn tch s nh hng ca gi tr thng hiu n hnh vi tiu dng, nhm tc gi s dng h s tng quan Pearson r vi s ng dng phn mm SPSS. H s tng quan Pearson r c gi tr t -1 (mi quan h ph nh hon ton gia 2 bin s) n + 1 (mi quan h thun tuyt i gia 2 bin s). Gi tr h s r th hin ln ca s nh hng nh sau: +/- .21 =< R < = +/- .40: khng c s tc ng; +/- .21 =< R < = +/- .40: yu; +/ -. 41 =< R< = +/- .60: trung bnh; +/- .61 =< R < = +/- .80: mnh ; +/- .81 =< R < = +/- 1.00: cc mnh (Hair, 2003). S kt ni d liu iu tra n gi tr thng hiu v hnh vi ca khch hng thng qua cc cu hi c th hin trn bng 3.2.
Bng 3.2. S kt ni gia cc yu t ca gi tr thng hiu, hnh vi tiu dng ca khch hng v bng cu hi

Yu t

Cu hi
- So snh vi cc thng hiu khc, bn ngh rng cht lng ca in thoi m bn ang s dng l tt nht?

X1: S cm nhn cht lng v gi tr - Bn ngh rng cht lng cc ca tt c cc sn phm khc cng (perceived quality and percived value) thng hiu vi T ca bn u c cht lng cao v n nh? - Bn c cho rng cht lng ca in thoi m bn ang s dng tng xng vi gi c ca n?

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TP CH KHOA HC V CNG NGH, I HC NNG - S 6(29).2008

- Bn nm r tt c cc thng tin lin quan n cng ty ca X2: Kin thc v thng hiu (brand thng hiu ny? awareness) - Bn nm r v tr xp hng ca thng hiu m bn ang s dng trong tt c cc thng hiu? X 3: Tnh linng t thng hiu (brand association) - Ngi khc s t nhiu hiu c phong cch ca bn thng qua thng hiu in thoi m bn ang s dng? - Ngi khc s t nhiu hiu c kh nng ti chnh ca bn thng qua thng hiu in thoi m bn ang s dng? - Bn quyt nh chn thng hiu ny mua trc khi bn n cc ca hng?

Y1: Khch hng quyt nh chn trc thng hiu ny mua trc - Bn sn sng tr thm tin mua in thoi ca thng hiu khi h n cc ca hng ny thay v cc th ng hiu khc ci m cht lng hoc tnh nng ca in thoi l nh nhau? Y2: Khch hng s tip tc trung thnh vi thng hiu

- Nu bn c nh sm mi in thoi, bn s mua li thng hiu ny? - Nu c ngh, bn s gii thiu cho bn b, ngi thn mua thng hiu ny? Ngun: Nhm tc gi

4. Phn tch d liu T cc d liu nhn c thng qua iu tra, kt qu phn tch v gi tr thng hiu, hnh vi ngi tiu dng v s tc ng ca gi tr thng hiu n hnh vi mua sm ca ngi tiu dng th hin nh sau: 4.1. nh gi v cc yu t ca gi tr thng hiu Gi tr thng hiu c cu thnh bi cc bin s gp t X1 n X3 , vi i m cao nht l 5, kt qu thu nhn c th hin qua bng 4.1.
Bng 4.1. im s ca yu t v gi tr thng hiu Cc yu t cu thnh gi tr thng hiu X1: S cm nhn cht lng v gi tr (perceived quality and perceived value) X2: Kin thc v thng hiu (brand awareness) X3: Tnh lin ng t ca thng hiu (brand association) Nokia 3.76 3.79 3.9 Sony Ericsson 3.71 3.62 3.76 Motorola 3.37 3.36 3.4 Samsung 3.58 3.71 3.65

Ngun: Kt qu iu tra ca nhm tc gi

T d liu ca bng 4.1, ta thy rng khch hng nh gi cao v cc yu t ca gi tr thng hiu ca hng Nokia, c bit l thnh t s lin tng ca thng hiu (brand association) vi 3.9 im. Xp k tip l hng Sony Ericsson vi yu t X1 v X3 xp v tr th 2 (yu t X2 xp v tr th 3, sau Samsung). Xp v tr th 3 l thng hiu ca hng Samsung, mc d Samsung ng v tr th 3 nhng yu t X2 = 3.71
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TP CH KHOA HC V CNG NGH, I HC NNG - S 6(29).2008

(kin thc v thng hiu) li xp trn X2 = 3.62 ca Sony Ericsson. Xp cui v cc kha cnh ca gi tr thng hiu thuc v Motorola. Cng t bng 4.1, ta c th thy rng khch hng nh gi yu t tnh lin tng thng hiu ca cc thng hiu trn cao hn so vi cc yu t cn li. 4.2. Hnh vi tiu dng ca khch hng Hnh vi ngi tiu dng c xc nh thng qua hai bin s ch yu (gp) Y1 v Y2, cng vi im cao nht l 5, kt qu thu nhn c th hin qua bng 4.2.
Bng 4.2. im s ca hnh vi tiu dng Yu t hnh vi ca khch hng Nokia Sony Ericsson Motorola Samsung

Y1: Khch hng quyt nh chn trc thng hiu ny mua trc khi h n cc ca hng Y2: Khch hng s tip tc trung thnh vi thng hiu

3.65

3.68

3.38

3.57

3.66

3.53

3.24

3.58

Ngun: Kt qu iu tra ca nhm tc gi

D liu t bng 4.2 th hin rng a s khch hng ca Sony Ericsson xc nh trc s mua sn phm ca thng hiu ny trc khi n cc ca hng in thoi (Y1 = 3.68). M t t thp hn (Y1= 3.65), phn ln khch hng ca Nokia cng xc nh s mua sn phm ca thng hiu ny trc khi n cc ca hiu. Khch hng ca Samsung (Y1 = 3.57) v Motorola ( Y1 =3.38)ng c c kin tng t d mc l thp hn. D liu t bng 4.2 cng ch ra rng khch hng tng i trung thnh vi thng hiu ca cc sn phm m mnh ang s dng d mc l khc nhau. ng u v s trung thnh thng hiu l khch hng ca hng Nokia vi Y2 = 3.66. Tip theo sau l cc thng hi u Samsung, Sony Ericsson v Motorola vi gi tr tng ng ln lt l 3.58; 3.53 v 3.24. 4.3. S nh hng ca gi tr thng hiu n hnh vi tiu dng S nh hng ca gi tr thng hiu (X1, X2 v X3) n hnh vi ngi tiu dng (Y1 v Y2) c phn tch di gc mi quan h gia hai bin s (bivariate correlation) ca phn mm SPSS. Kt qu thu thp v s nh hng ca gi tr thng hiu n hnh vi tiu dng c th hin bn 4.3. Da vo d liu ca bng 4.3 ta thy, X1: S cm nhn cht lng v gi tr (perceived quality and perceived value) c m i quan h dng vi Y1 ( khch hng quyt nh chn trc thng hiu ny mua trc khi h n cc ca hng) v Y2 (khch hng s ti p tc trung thnh vi thng hiu). ln ca mi quan h tng quan ny l trung bnh v i gi tr r t 0.364 n 0.464. Bn cnh d liu cng ch ra rng X 3: tnh lin tng thng hiu ( brand association) c mi quan h thun vi Y1 v Y2. ln ca cc mi quan h ny l mnh vi gi tr r t 0.544 n 0.656. Bng
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TP CH KHOA HC V CNG NGH, I HC NNG - S 6(29).2008

4.3 cng th hin rng X 2: kin thc v thng hiu (brand awareness) c mi quan h dng vi Y1 v Y2, tuy vy cng ca cc mi quan h ny l tng i yu vi gi tr r t 0.187 n 229.
Bng 4.3: Mi quan h gia gi tr thng hiu v hnh vi mua sm ca khch hng Hnh vi mua sm ca khch hng NOKIA
Y1
R Sig.
**

SONY ERICSSON
Y2 Y1
Sig. R .452
**

MOTOROLA
Y1 Y2
Sig.
**

SAMSUNG
Y1
Sig. R .446
**

Y2
Sig. 0 0.1 R .422
**

Y2
Sig. 0 0.2 R .416
**

R .416
**

Sig. 0 0.1

R .464

R .364 0.3
*

Sig. 0 0.1

Cc yu X1 t ca X2 gi tr thng X3 hiu

.460 0.2

0 0.1

0 0.1

0 0.2

0 0.1

0.2

0.3

0.2

0.2

0.2

.656**

.616**

.645**

.544**

.639**

.622**

.602**

.604**

Ngun: kt qu iu tra ca nhm tc gi

5. Kt lun Trong bi bo ny, nhm tc gi nhn thy rng c bn hng in thoi ni trn c nh ng mc thnh cng khc nhau trong vic xy dng v duy tr gi tr thng hiu ca h trong con tim v khi c ca ngi tiu dng. Trong , Nokia l ni bt hn c. Chnh gi tr thng hiu gp phn quan trng to ra v duy tr s trung thnh thng hiu trong thi quen mua sm ca ngi tiu dng Vit Nam i vi sn phm in thoi di ng. Ni cch khc gi tr thng hiu c tc ng rt ln n hnh vi mua s m ca ngi tiu dng. Do , cnh tranh thnh cng hn na th trng Vit Nam, cc hng phi dnh nhiu thi gian v ngun lc hn na pht trin gi tr thng hiu ca mi hng: - Trc tin, cc hng nn tp trung ci thin v cm nhn cht lng v gi tr ca thng hiu mnh v yu t ny nh hng n quyt nh mua ca khch hng. Hn na, cm nhn gi tr v cht lng c th gip doanh nghip bn sn phm vi gi cao cng nh gip cc hng d dng a cc dng sn phm mi vo th trng. lm c iu ny, cc hng phi khng ngng nng cao cht lng sn phm cng nh duy tr s n nh cht lng cao ny cho bt k dng sn phm no c tung ra th trng. - Tip , cc hng phi c bit tp trung tinh lc ca mnh nng cao yu t tnh lin tng thng hiu v yu t ny c nh hng cc k ln n hnh vi mua sm ca ngi tiu dng. V d, ni n Nokia, ngi ta s ngh ngay n ngi s dng s l cc doanh nhn thnh t hoc nhng ngi thuc tng lp cao trong x hi; hay Sony Ericsson gn lin vi th h tr nng ng, sng tao c bit, Motorola cn phi tp trung nhiu vo yu t ny, v khch hng cha cm nhn c nhiu t thng hiu Motorola em li cho h. - K tip, cc thng hiu TD cn u t truyn ti c cc thng tin lin quan v lch s hnh thnh, pht trin, nhng s kin ni bt ca hng n vi ngi tiu dng. iu ny c th c thc hin thng qua qung co trn cc phng
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TP CH KHOA HC V CNG NGH, I HC NNG - S 6(29).2008

tin thng tin i chng cng nh ti tr cc s kin th thao, ca nhc V d nh Motorola nn ti tr cc chng trnh ca nhc, trao cc sut hc bng cho sinh vin ngho to dng nn hnh nh tt p cng nh a thm thng tin ca hng vo trong tm thc khch hng. - Cui cng, cc hng TD khng th cnh tranh thnh cng trn th trng Vit Nam vi khng s hiu bit su sc v vn ha, x hi v con ngi Vit Nam, v y l y u t c tc ng mnh m n hnh vi ca ngi tiu dng. V l , cc thng hiu TD cn dnh nhiu ngun lc nghin cu cc yu t vn ha- x hi, thi quen tiu dng ca ngi Vit Nam a ra cc chnh sch Marketing hp l nht. V d, cc hng nn nghin cu cc yu t VH-XH i vi tng min ring bit Bc, Trung, Nam hay yu t tm l ca tng nhm tui hoch nh chin lc hoc a ra chnh sch pht trin thng hiu, chnh sch bn hng ph hp vi tng th trng mc tiu. TI LIU THAM KHO [1] Aaker, D. A. (1991), Managing Brand Equity: Capitalizing On The Value Of A Brand Name, Simon & Schuster, New York. [2] Hair, J, F. Bush, R, P. and Ortinau, D, J. (2003), Marketing Research with A Changing Information Environment, McGraw-Hill, New York. [3] Hoyer. and Macinnis. (2007), Consumer Behavior, 4th Edition, Houghton Mifflin, Boston. [4] Mng Thng tin Vit Nam ra th gii (Vit Bo.Vn). Motorola vt mt Samsung ti Vit Nam. Ngy thu thp 02/09/2007 t trang web: http://vietbao.vn/The-gioigiai-tri/Motorola-vuot-Samsung-tai-VN/50750438/411.

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