Luan Van Quang Cao Tac Dong Den Hanh Vi Mua Sam TH Truemilk 64

I HC QUC GIA H NI
TRNG I HC KINH T
CNG TRNH
NGHIN CU KHOA HC SINH VIN
NM HC 2012-2013
TN TI: NGHIN CU NH HNG CA CHIN LC

QUNG CO TI HNH VI MUA CA NGI TIU DNG-
TRNG HP CNG TY C PHN SA TH TRUE MILK
Ging vin hng dn: Thc s. Nguyn Thu H
Sinh vin thc hin: H Th Ngc
ng Th Lin
Nguyn Vn Linh
-H NI 4/2013-
I HC QUC GIA H NI
TRNG I HC KINH T
CNG TRNH
NGHIN CU KHOA HC SINH VIN
NM HC 2012-2013
TN TI: NGHIN CU NH HNG CA CHIN LC

QUNG CO TI HNH VI MUA CA NGI TIU DNG-
TRNG HP CNG TY C PHN SA TH TRUE MILK
GING VIN HNG DN: Thc s. Nguyn Thu H
GING VIN PHN BIN:
-H NI 4/2013-
LI CM N
Nhm nghin cu chng ti mun gi li cm n su sc ti tt c nhng ngi

to iu kin cho chng ti hon thnh bi nghin cu ny. Trong mi bc thc
hin bi nghin cu, chng ti nhn c s gip nhit tnh, nhng gp v s
khch l ca cc thy c gio v bn b.
u tin, nhm nghin cu mun gi li cm n su sc ti thc s Nguyn Thu

H, ging vin khoa Qun tr Kinh doanh v ht lng gip cng nh a ra
nhng nhn xt v gp gi tr cho bi nghin cu. Chnh s tn ty ny ca c
gip chng ti c th hon thnh bi nghin cu ny mt cch tt nht.
Bn cnh , trong sut qu trnh lm vic, nhm nghin cu cng nhn c

nhng chia s, gp t nhng ngi bn thn thit. Nu khng c h, chng ti
khng th hon thnh bi nghin cu ny theo ng tin .
Cui cng, chng ti mun t lng bit n su sc ti trng i Hc Kinh T,

H Quc Gia H Ni, v c bit l khoa Qun tr Kinh doanh v ht sc to iu
kin cho nhm thc hin bi nghin cu ny.
H ni, Ngy 1 thng 4 nm 2013
Nhm thc hin ti

TM TT NGHIN CU
TI NGHIN CU NH HNG CA CHIN LC

QUNG CO TI HNH VI MUA CA NGI TIU DNG
TRNG HP NGHIN CU CNG TY C PHN SA TH TRUE
MILK
Da trn l thuyt v chin lc qung co v hnh vi ngi tiu dng, tng

quan ti liu v phng vn su vi cc nhm i tng ngi tiu dng, ti ny
pht trin m hnh gi nh cc yu t ca qung co nh hng n hnh vi mua ca
ngi tiu dng trng hp ti cng ty c phn sa TH True Milk vi cc bin d bo
l nhn khu hc, phng tin qung co, thng ip qung co, thit k bao b v h
thng ca hng, bin hnh vi l quyt nh mua sn phm. kim nh tnh ng
n v hiu lc ca m hnh xut, ti thc hin iu tra bng hi thc t vi
mu kho st gm 245 ngi tiu dng sng ti ni thnh H Ni. D liu c x l
bng phn mm SPSS 16.0, cc hm hi quy a bin c thc hin theo phng
php phn tch m hnh cu trc tuyn tnh. Kt qu kim nh cho thy ngoi tr tc
ng ca bin nhn khu hc v h thng ca hng TH True Mart khng c ngha
thng k trong hu ht cc trng hp, cc bin d bo l knh qung co, thng ip
qung co v thit k bao b u c tc ng tch cc i vi quyt nh mua. ng
thi, kt qu cng ch ra mc nh hng nhng yu t c th trong tng nhm bin
nu trn. T , mt s gii php cho doanh nghip trong vic tm ra mt chin
lc qung co ng n, c kh nng tip cn vi ngi tiu dng tt c a ra.
ng thi, bi nghin cu cng nu ra nhng hn ch - tn ti ca ti v nhng
hng pht trin tip theo lm tin cho nhng nghin cu su hn trong tng lai.
RESEARCH SUMMARY
THE EFFECTS OF ADVERTISING STRATEGY TO

CONSUMERS BUYING BEHAVIOR,
CASE STUDY IN TH JOINT STOCK COMPANY
In this paper, the conceptual model of factors affecting consumers buying

behavior, applying to the case of TH Joint Stock Company, is initially developed on
the basis of theory of advertising strategy and consumer behavior. From the result of
in-depth interviews with some specific groups, authors supplemented the model and
finally had a proposed one with predicting variables (influential factors) including
demographics, advertising media, advertising message, packaging designs and the
system of TH True Mart store; the dependent variable is consumer buying
behavior. To verify the validity of the proposed model and indicate the direction and
level of correlation between variables, a sample survey was carried out with 245
respondents who are customers living in Hanoi. The data obtained was processed by
SPSS 16.0 software, the correlation between variables in the model was tested by
Structural Equation Modeling method. The research results show that the impact of
demographic and the system store variables do not have statistical significance in most
cases, while other predicting variables which are advertising media, advertising
message and packaging design have positive correlations with consumers buying
behavior. At the same time, the results also show the impact of specific factors in each
group of variables mentioned above. Based upon the research results, several
suggestions for other companies are recommended with the aim of finding and
establishing an effective advertising strategy which has good access to their customer.
Moreover, the authors point out the limitations of the research and recommend the
subsequent development as a premise for further research in the future.
MC LC
DANH MC CC THUT NG VIT TT .............................................................. 1
DANH MC BNG ...................................................................................................... 2
DANH MC HNH ....................................................................................................... 3
M U ........................................................................................................................ 4
1.Tnh cp thit ca ti............................................................................................... 4
2. Mc ch nghin cu. ................................................................................................. 4
3. i tng v phm vi nghin cu. ............................................................................. 5
4. Phng php nghin cu. ........................................................................................... 5
5. B cc ca bi nghin cu.......................................................................................... 5
CHNG 1. C S L LUN V CHIN LC QUNG CO V HNH VI

NGI TIU DNG. .................................................................................................. 7
A. CHIN LC QUNG CO.............................................................................. 7
1. nh ngha v qung co. ........................................................................................... 7
2. nh ngha chin lc qung co. .............................................................................. 8
3. Cc bc xy dng chin lc qung co. ................................................................. 9
3.1. Mc tiu ca qung co........................................................................................ 9
3.2. Quyt nh v ngn sch qung co. .................................................................. 10
3.3. Quyt nh thng ip qung co. ..................................................................... 10
3.4. La chn phng tin qung co. ...................................................................... 12
3.5. nh gi hiu qu ca qung co....................................................................... 13
B. HNH VI NGI TIU DNG. ......................................................................... 14
1. nh ngha ngi tiu dng. .................................................................................. 14
2. nh ngha hnh vi ngi tiu dng. ....................................................................... 14
3. Cc yu t nh hng ti hnh vi mua. .................................................................... 15
3.1. M hnh hnh vi ca ngi tiu dng. ............................................................... 15

3.2. Nhng yu t chnh nh hng n hnh vi ca ngi tiu dng. .................... 16
4. Qu trnh a ra quyt nh mua. ............................................................................. 20
4.1. Nhn bit nhu cu............................................................................................... 20
4.2. Tm kim thng tin. ............................................................................................ 20
4.3. nh gi cc phng n. .................................................................................... 21
4.4. Quyt nh mua. ................................................................................................. 23
4.5. nh gi sau khi mua. ........................................................................................ 23
CHNG 2. GII THIU TNG QUAN V CNG TY C PHN SA TH

TRUE MILK V CHIN LC QUNG CO CA CNG TY. ..................... 25
I. Tng quan v cng ty c phn sa TH True Milk. ................................................ 25
1. Lch s hnh thnh v pht trin. .............................................................................. 25
2. Tm nhn, s mnh v trit l kinh doanh ca cng ty. ............................................ 25
3. Thng tin sn phm. ................................................................................................. 26
4. C s vt cht. .......................................................................................................... 26
5. Mt s du mc ng nh ca TH True Milk. ......................................................... 27
II. Chin lc qung co ca cng ty c phn sa TH True Milk. .............................. 27
1. Cc hnh thc qung co. ......................................................................................... 27
2. Thit k bao b sn phm. ......................................................................................... 28
3. Chui ca hng TH True Mart. ................................................................................ 28
4. Thng ip qung co.............................................................................................. 29
CHNG 3. PHNG PHP LUN V THIT K NGHIN CU .............. 31
1. Gi thuyt bi nghin cu. ..................................................................................... 31
1.1. Cc gi thuyt nghin cu nhm 1- V cc yu t ca knh qung co n

quyt nh mua ca ngi tiu dng. ........................................................................ 31
1.2. Cc gi thuyt nghin cu nhm 2 - V cc yu t ca thng ip n quyt

nh mua ca ngi tiu dng................................................................................... 32
1.3. Cc gi thuyt nghin cu nhm 3 - V cc yu t ca h thng ca hng TH
True Mart n quyt inh mua ca ngi tiu dng. ................................................ 32
1.4. Cc gi thuyt nghin cu nhm 4 V cc yu t ca bao b n quyt nh

mua ca ngi tiu dng. .......................................................................................... 32
2. Thit k nghin cu. .............................................................................................. 33
2.1. Xy dng bng hi. ......................................................................................... 33
2.1.1. Thit k cu hi. ....................................................................................... 33
2.1.2. Thit k mu bng hi. ............................................................................. 34
2.1.3. Phng vn th. ......................................................................................... 35
2.1.4. iu chnh bng hi. ................................................................................ 35
2.2. Thc hin iu tra. .......................................................................................... 36
2.2.1. i tng kho st v quy m mu.......................................................... 36
2.2.2. Cch thc tin hnh. ................................................................................ 36
2.3 X l d liu. .................................................................................................. 37
2.3.1. Cch thc loi mu. ................................................................................. 37
2.3.2. Phn mm x l d liu. ........................................................................... 37
CHNG 4. KT QU NGHIN CU ................................................................. 39
1. Kt qu nghin cu. .................................................................................................. 39
1.1. M t d liu. .................................................................................................. 39
1.2. M t cc bin c lp. ................................................................................... 40
1.2.1. Cc knh qung co ca TH True Milk. ...................................................... 40
1.2.2. n tng khi nhc n sn phm sa TH True Milk. .................................. 42
1.2.3. L do mua sn phm sa TH True Milk ln u tin. .................................. 43
1.2.4. a im mua sa TH True Milk ca ngi tiu dng. ............................... 44
1.2.5. Mc thng xuyn s dng sn phm TH True Milk. ............................ 45
1.2.6. tui ngi s dng sn phm sa TH True Milk. .................................. 46

1.2.7. S lng mua mi ln ca ngi tiu dng................................................. 46
1.2.8. Mc hi lng i vi sa TH True Milk. ................................................ 47
2. Kim nh cc gi thuyt. ......................................................................................... 48
2.1 Kim nh gi thuyt tng hp............................................................................ 48
2.2. Kim nh gi thuyt nhm bin. ...................................................................... 50
2.2.1. Kim nh gi thuyt v nhm bin knh qung co. ................................. 50
2.2.2. Kim nh gii thuyt v nhm bin thng ip qung co........................ 51
2.2.3. Kim nh gi thuyt v nhm bin thit k bao b. .................................... 52
2.2.4. Kim nh gi thuyt v nhm bin h thng ca hng TH True Mart. ..... 53
CHNG 5. KT LUN, MT S KHUYN NGH V XUT ................ 55
1. Kt lun. ................................................................................................................. 55
2. ng gp mi ca ti. ....................................................................................... 56
3. Hn ch ca ti. ................................................................................................. 57
4. Gi ca ti. ..................................................................................................... 57
DANH MC TI LIU THAM KHO ..................................................................... 59
Ti liu tham kho ting Anh. ...................................................................................... 59
Ti liu tham kho ting Vit. ...................................................................................... 59
Ti liu tham kho online. ............................................................................................ 60
PH LC .................................................................................................................... 61
Ph lc I. Nhm cc cu hi chuyn su ...................................................................... 61
Ph lc II. Phiu iu tra .............................................................................................. 62

DANH MC CC THUT NG VIT TT
Ch vit tt Nguyn ngha

QM Quyt nh mua
PTQC Phng tin qung co
TQC Thng ip qung co
TKBB Thit k bao b
THTM H thng ca hng TH True Mart.
HT S a dng, phong ph ca hnh thc qung co
TS S hp l ca tn sut qung co
T S hp l ca thi im qung co
NG S ngn gn, d nh ca thng ip
YT Thng ip mang li cm gic yn tm cho khch hng
GG S gn gi, thn thuc ca thng ip
S Cch truyn ti sinh ng ca thng ip
NTC Bao b thit k trang nh, hi ha c tnh ngh thut cao
TL Thit k bao b mang li cm gic trong lnh
SS S sch s, gn gng ca h thng ca hng
NT S phc v nhit tnh ca nhn vin bn hng
Q H thng ca hng l chui ca hng c quyn u tin Vit
Nam
YTG S yn tm v cht lng, gi c cho ngi tiu dng
VT V tr ca ca hng.
1
DANH MC BNG
Bng 1: Cu trc nhn khu hc ca mu kho st. ........................................... 39

Bng 2: Cc knh qung co ca TH True Milk................................................. 40
Bng 3: n tng ca ngi tiu dng. .............................................................. 42
Bng 4: L do mua sn phm sa TH True Milk ln u tin............................. 43
Bng 5: a im mua sa TH True Milk ca ngi tiu dng. ........................ 44
Bng 6: Mc thng xuyn s dng sn phm TH True Milk. ..................... 45
Bng 7: tui ngi s dng sn phm sa TH True Milk. ........................... 46
Bng 8: S lng mua ca ngi tiu dng. ...................................................... 46
Bng 9: Mc hi lng vi sn phm sa TH True Milk. ............................... 47
Bng 10: Kt qu kim nh tin cy ca cc bin ( Cronbach anphal). ........ 48
Bng 11: Kt qu hi qui hm quyt nh mua. ................................................. 49
Bng 12: Kt qu kim nh tin cy ca nhm bin ( Cronbach anphal). ..... 50
Bng 13: Kt qu hi qui hm quyt nh mua nh hng bi knh qung co.
............................................................................................................................. 50
Bng 14: Kt qu hm hi qui quyt nh mua nh hng bi thng ip qung
co. ...................................................................................................................... 51
Bng 15: Kt qu hi qui hm quyt nh mua nh hng bi thit k bao b sn
phm. ................................................................................................................... 52
Bng 16: Kt qu hm hi qui quyt nh mua nh hng bi h thng ca hng
TH True Mart. ..................................................................................................... 53
2
DANH MC HNH
Hnh 1: Cc bc xy dng chin lc qung co. .............................................. 9

Hnh 2: M hnh chi tit v hnh vi mua. ........................................................... 16
Hnh 3: Cc nhn t c bn nh hng n hnh vi ngi tiu dng. ............... 17
Hnh 4: M hnh a ra quyt nh mua. ............................................................ 20
Hnh 5: M hnh gi thuyt tng hp cc yu t nh hng ti quyt nh mua.
............................................................................................................................. 31
Hnh 6:Thit k nghin cu ................................................................................ 33
Hnh 7: T l phn trm cc knh qung co gip ngi tiu dng bit n sn
phm sa TH. ...................................................................................................... 41
Hnh 8: T l phn trm mc nhn bit thng ip sa TH True Milk. ......... 42
Hnh 9: T l phn trm ca l do mua sn phm TH ln u tin ca ngi tiu
dng. .................................................................................................................... 43
Hnh 10: T l phn trm mc s dng sa TH True Milk. ........................... 45
Hnh 11: Mc hi lng ca ngi tiu dng v sn phm sa TH True Milk.
............................................................................................................................. 47
3
M U
1.Tnh cp thit ca ti.

Nn kinh t nc ta ang ngy cng pht trin, bt kp vi xu th , cc
doanh nghip phi khng ngng a ra nhng chin lc nhm y mnh v qung
b thng hiu ca mnh n cng chng. Mun thc hin c iu , mt chin
lc qung co hiu qu l khng th thiu. V vic tm hiu hnh vi ngi tiu dng
c xem l mt trong nhng vn quan trng nht trong vic nghin cu hnh
thnh mt chin lc qung co, bi khch hng chnh l i tng phc v ca
doanh nghip ng thi cng l nhn t gp phn to nn th trng. Nh nghin cu
mt cch k lng vn ny, ngi lm marketing c th gii p cc cu hi mang
tnh nn tng trong vic xut ra nhng chin lc qung co ph hp. T p
ng kp thi cc mong mun v nhu cu ca khch hng cng nh nm r hn nhng
thng tin lin quan n vic tiu dng ca h. Nhn thc tm quan trng ca vic
nghin cu , nhm nghin cu chn ti nghin cu l Nghin cu nh
hng ca chin lc qung co ti hnh vi mua ca ngi tiu dng-trng hp
cng ty c phn sa TH True Milk.
2. Mc ch nghin cu.
Mc ch ca nghin cu ny l xc nh cc yu t ca chin lc qung co nh
hng ti hnh vi mua ca ngi tiu dng v tm ra mc nh hng ca cc yu
t . Trn mt s cc tiu ch ra, nhm nghin cu thc hin mt cuc kho st
vi ngi tiu dng trn a bn H Ni thu thp kin v ch ra mc tng
quan gia cc yu t. Mc tiu cui cng, da trn thc trng v mi tng quan gia
cc yu t nh hng c o lng, nghin cu a ra nhng khuyn ngh v
xut ph hp ti cc doanh nghip Vit Nam nhm gip cc doanh nghip hiu r hn
v nh hng ca qung co ti quyt nh mua ca ngi tiu dng, t gip h
ngy cng pht trin hn na.
4
3. i tng v phm vi nghin cu.
i tng nghin cu ca ti l ngi tiu dng Vit Nam v ang s dng
sn phm sa TH True Milk sng ti H Ni. Do hn ch v thi gian v ngun lc,
khng gian nghin cu c la chn l a bn ni thnh H Ni. V phm vi thi
gian, ti c thc hin trong nm 2013, cc cuc phng vn v iu tra kho st
c thc hin vo thng 3 nm 2013.
4. Phng php nghin cu.

Qu trnh nghin cu, c v thu thp ti liu gip cho nhm nghin cu pht
hin ra cc vn v t ra nhiu cu hi nghin cu pht trin rng hn ti.
Nhm nghin cu tn dng ti a ngun s liu th cp v s cp. Ngun ti liu th
cp bao gm thu thp thng tin ch yu l v c s l thuyt trn Internet, cc loi sch
trong nc v nc ngoi lin quan n ch marketing, bn cnh l cc bi bo
phn tch v cng ty TH True Milk, v chin lc qung co cng nh hnh vi ca
ngi tiu dng. iu quan trng khng th thiu chnh l vic tham kho cc bi
nghin cu, kha lun trc gip nhm c ci nhn tng quan v cc thc nghin cu
cng nh phn tch s liu. Ngun s liu s cp c thu thp t cc cuc phng vn
vi ngi tiu dng v nhn vin bn hng cc ca hng TH True Mart, v ngun d
liu chnh l kt qu ca survey nghin cu. Trc khi a ra bn survey cui cng,
nhm phi phng vn rt nhiu ngi b sung v hon thin bn survey.
Trn c s s liu thu thp c, nhm s dng phng php phn tch nh
lng nhm mc ch kim nh chnh xc v mc nh hng ca cc yu t
lin quan thng qua iu tra kho st bng hi i vi i tng ngi tiu dng trn
a bn H Ni. Ngoi ra i vi phn tch m t, nhm phi thc hin phng php
thng k quan st nhm a ra cc kt lun v cc gi nh quan trng cho bi nghin
cu. S liu c x l bng phn mm SPSS 16.0.
5. B cc ca bi nghin cu.
Bi nghin cu c chia lm 4 chng.
Chng 1. C s l lun v chin lc qung co v hnh vi ngi tiu dng.
5
Chng 2. Gii thiu tng quan v cng ty c phn sa TH True Milk v chin
lc qung co ca cng ty.
Chng 3. Phng php lun v thit k nghin cu.
Chng 4. Kt qu nghin cu.
Chng 5. Kt lun, mt s khuyn ngh v xut.
6
CHNG 1. C S L LUN V CHIN LC QUNG CO V
HNH VI NGI TIU DNG.
A. CHIN LC QUNG CO.
Tng quan v chin lc qung co.
1. nh ngha v qung co.
Qung co l hnh thc tuyn truyn c tr ph hoc khng thc hin vic
gii thiu thng tin v sn phm, dch v, cng ty hay tng, qung co l hot ng
truyn thng phi trc tip gia ngi vi ngi m trong ngi mun truyn thng
phi tr tin cho cc phng tin truyn thng i chng a thng tin n thuyt
phc hay tc ng n ngi nhn thng tin.
Qung co l nhng n lc nhm tc ng ti hnh vi, thi quen mua hng ca

ngi tiu dng hay khch hng bng cch cung cp nhng thng ip bn hng theo
cch thuyt phc v sn phm hay dch v ca ngi bn.
Theo hip hi Marketing M (AMA): Qung co l bt c loi hnh no ca s

hin din khng trc tip ca hng ho, dch v hay t tng hnh ng m ngi ta
phi tr tin nhn bit ngi qung co.
Theo Philip Kotler : Qung co l nhng hnh thc truyn thng trc tip c
thc hin thng qua cc phng tin truyn tin phi tr tin v xc nh r ngun kinh
ph.
Theo hi Qung co M nh ngha: qung co l hot ng truyn b thng tin,
trong ni r ca ch qung co, tuyn truyn hng ho, dch v ca ch qung
co trn c s c thu ph qung co, khng trc tip nhm cng kch ngi khc
V bn cht, qung co c nhng t im cn lu :
-S trnh by mang tnh i chng (Public presentation): qung co l cch truyn

t thng tin cng khai v sn phm mt cch chun ha v hp php.
-S lan ta (Prevasiveness): qung co l cch lm thng tin trn ngp. Qung co
gip ngi bn lp li thng ip nhiu ln gip ngi mua nhn bit v so snh
7
thng ip ca cc hng khc nhau la chn. Quy m qung co ln th hin mt
cch tch cc v tm c, danh ting v s thnh cng ca doanh nghip.
- S din t c tnh khuch i (Amplifile expressiveness): qung co cung cp

c hi to kch tnh trong s trnh by sn phm v cng ty qua vic s dng kho lo
yu t hnh nh, m thanh, mu sc Tuy nhin, lm dng cc yu t ny c th lm
long, ri thng ip.
-Tnh v cm (Impersionality): qung co khng thc p mua nh lc lng bn

hng. Khn thnh gi khng cm thy b bt buc ch hay p ng. Qung co ch l
mt hnh thc c thoi, khng phi l i thoi vi khch hng.
Ni cch khc, qung co c s dng xy dng hnh nh sn phm trong di

hn, khng tc ng nhanh n mc bn. Qung co l mt phng tin hiu qu
thng tin n nhiu ngi mua phn tn vi chi ph bnh qun thp. Qung co c th
nh hng n mc bn thng qua cch trnh by. Khch hng thng tin rng nhng
nhn hiu c qung co mnh phi c gi tr tt.
2. nh ngha chin lc qung co.
Chin lc qung co l mt chin lc c pht trin bi mt doanh nghip

nhm khuyn khch cc khch hng tim nng mua sn phm hoc dch v ca h.
Chin lc qung co c thit k tp trung vo cc khch hng mc tiu, nhng
ngi c kh nng v sn sng mua sn phm hoc dch v. Chin lc qung co bao
gm cc yu t nh v tr a l, nhn thc ca khch hng, mc gi, khuyn mi c
bit, v cc phng tin truyn thng qung co, chng hn nh bng qung co, trang
web, truyn hnh, s c s dng trnh by cc sn phm.
8
3. Cc bc xy dng chin lc qung co.
Quyt nh thng ip
Xc nh (Message)
Quyt
mc tiu nh ngn Hnh thnh thng ip
(Mission) sch
La chn thng ip nh gi kt
(Money)
qu
- Mc tiu - Cn c (Measurement)
truyn vo phn
thng - Tc dng
trm
truyn thng
doanh thu
-Mc tiu
Quyt nh phng tin - Tc dng n
thuyt - Cn bng
(Media) mc tiu th
phc tiu cnh tranh
th sn - Phm vi, tn sut, tc
- Cn c ng
phm
mc tiu
v nhim - Cc kiu phng tin c
v th
- Phn phi thi gian cho
cc phng tin
Hnh 1: Cc bc xy dng chin lc qung co.

3.1. Mc tiu ca qung co.
- Gii thiu mt sn phm hay dch v no nhm nh hng n cc tp tnh
ca cng chng, c bit l ca khch hng mc tiu.
- Mc tiu ca qung co phi ty thuc vo nhng quyt nh trc v th

trng mc tiu, v nh v v v Marketing mix. Nhng chin lc nh v v
Marketing mix xc nh cng vic qung co phi lm trong ton b chng trnh
Marketing.
Mc tiu ca qung co c th phn thnh hai nhm:
9
Nhm hng n hnh nh (Image-Oriented): nhng qung co theo mc tiu
ny thng kt hp vi hot ng quan h cng chng nhm gip h bit n
hnh nh ca ngnh, ca doanh nghip v ca thng hiu.
Nhm hng n s cu (Demand-Oriented):
- Thng tin: mc tiu ny c nhn mnh trong giai on gii thiu nhm hnh
thnh nhu cu gc.
- Thuyt phc: l nhng mc tiu quan trng trong nhng giai on cnh tranh
nhm thit lp nhu cu la chn mt nhn hiu c th. Hu ht cc qung co hng
n mc tiu ny. Mt s qung co thuyt phc th hin di hnh thc so snh vi
sn phm cnh tranh to s a thch.
- Nhc nh: l mc tiu quan trng cho nhng sn phm s cn thit trong tng
lai gn hay trong ma khch. Qung co cng c th nhc khch hng bit ni c
bn sn phm v gip sn phm c v tr hng u trong tm tr khch hng.
3.2. Quyt nh v ngn sch qung co.

Sau khi xc nh mc tiu qung co, cc doanh nghip s tin hnh xy dng
ngn sch qung co cho tng loi sn phm ca mnh. Vai tr ca qung co l y
mnh vic tiu th sn phm, nhng kh khn ca cc nh qun tr l lm sao xc nh
ng s tin cn thit cho hot ng qung co.
C th xc nh ngn sch qung co bng bn phng php ch yu l: cn c

vo kh nng, n nh t l phn trm trn doanh thu, cn bng cnh tranh, cn c vo
mc tiu v nhim v.
3.3. Quyt nh thng ip qung co.

Mc sng to ca cc thng ip qung co l mt yu t cc k quan trng
quyt nh s thnh cng ca mt chin dch qung co. Ngi lm qung co phi
tri qua ba bc: thit k thng ip, tuyn chn v nh gi thng ip v thc hin
thng ip.
Thit k thng ip
10
Theo nguyn tc, thng ip ca sn phm cn c quyt nh nh mt b phn
ca qu trnh pht trin khi nim sn phm. N biu hin li ch ch yu m nhn
hiu em li. V sau mt thi gian thng ip c th phi thay i nhng sn phm
c th khng thay i, nht l khi ngi tiu dng ang tm kim nhng li ch khc
ca sn phm hay khi h hoc doanh nghip pht hin ra nhng cng dng mi ca
sn phm .
nh gi v chn thng ip
Ngi lm qung co cn nh gi cc phng n thng ip khc nhau. Mt

qung co hay thng tp trung vo nhng vn ct li ca vic bn hng. Ni dung
truyn t trc ht phi ni iu g ang c mong c hay quan tm v mt sn
phm. N cn phi ni iu g c o, c bit, khng th dng cho nhng nhn
hiu khc c. Sau cng ni dung truyn t phi trung thc hay c bng chng xc
thc.
Thc hin thng ip
Tc dng ca thng ip khng ch ph thuc vo ni dung truyn t, m cn

cch truyn t. Mt s qung co nhm xc nh v tr l tr, cn s khc th nhm
xc nh v tr tnh cm. iu ny cn ty thuc vo c im ca i tng nhn
thng ip, h rt khc nhau v tnh cch li sng, cc chun mc v gi tr vn ha.
Bt k mt thng ip qung co no cng c th trnh by theo nhiu phong cch th
hin khc nhau, chng hn nh:
- Cnh sinh hot: trnh by mt hay nhiu ngi ang s dng sn phm trong
mt bi cnh bnh thng.
- Li sng: cho thy sn phm thch hp n mc no n mt li sng.

- Tr tng tng: to mt s mi l ly k chung quanh sn phm hay vic s
dng n.
- Tm trng hoc hnh nh: kiu ny xy dng mt tm trng hay hnh nh khi
gi quanh mt sn phm, chng hn nh ci p, tnh yu, hay s thanh thn. Khng
ni ra iu g v sn phm c m ch c s gi ngi xem t cm nhn.
11
- m nhc: cho mt hay nhiu nhn vt hoc hnh hot ha ht mt bi ht ni v
sn phm.
- Biu tng nhn cch: to mt nhn vt lm biu tng cho sn phm.

- Chuyn mn k thut: m t trnh chuyn nghip ca doanh nghip hoc kinh
nghim trong vic lm ra sn phm.
- Bng chng khoa hc: trnh by kt qu kho st hay bng chng khoa hc cho
thy sn phm c a chung hay xut sc hn cc sn phm khc cng loi.
- Vn phong ca qung co phi thch hp vi sn phm cn qung co, cng
chng mc tiu v phong cch ca doanh nghip.
- Yu t hnh thc nh kch c, mu sc, hnh minh ha cng nh hng n mc

tc dng v chi ph ca qung co. Kch thc ca qung co cng ln th cng thu
ht s ch hn.
- Mt iu na l qung co sng to phi ph hp vi cc chun mc o c

x hi v lut php.
3.4. La chn phng tin qung co.

Cng vic tip theo ca ngi lm qung co l la chn phng tin qung co.
Qu trnh ny gm cc bc: quyt nh v phm vi, tn sut v cng tc ng;
la chn nhng phng tin truyn thng ch yu; quyt nh lch trnh s dng
phng tin truyn thng.
- Quyt nh v phm vi, tn sut v cng tc ng: vn ca vic la chn

phng tin truyn thng l tm kim nhng phng tin truyn thng c hiu qu v
chi ph cao nht m bo s ln tip xc mong mun vi cng chng mc tiu.
chn phng tin truyn thng, ngi qung co cn bit r mnh mun qung co
vi phm vi no, tn sut lp li l bao nhiu, v cng tc ng n mc no
t c nhng mc tiu qung co.
- Phm vi qung co: biu th s ngi hay h gia nh tip xc c vi mc

qung co c th trn phng tin truyn thng t nht mt ln trong mt khong thi
12
gian nht nh. Ngi qung co cn nh r chin dch qung co ca mnh s n
c vi bao nhiu ngi trong th trng mc tiu trong thi hn no .
- Tn sut qung co: l s ln m mt ngi hay h gia nh tip xc vi thng

ip qung co trong mt khong thi gian nht nh. Ngi qung co cng phi
nh r xem mt ngi hay h gia nh trong th trng mc tiu, trong thi hn no
s nhn c qung co my ln. Cn phn bit s ln tip xc vi qung co ca
ngi tiu dng v s ln xut hin ca qung co trn cc phng tin truyn thng
- Cng tc ng l gi tr nh lng ca mt ln tip xc qua mt phng
tin truyn thng nht nh. Ngi qung co cng phi quyt nh mc tc ng
m qung co phi c c mi khi n c vi khch hng mc tiu.
Vi mt ngn sch nht nh, ngi lm qung co phi bit kho lo kt hp

phm vi, tn sut v cng tc ng vic s dng cc phng tin qung co t
hiu qu cao nht.
Hin nay, cc doanh nghip c th qung co trn rt nhiu phng tin. Nhng
phng tin ny c th phn chia thnh cc nhm sau:
- Nhm phng tin in n nh bo ch, tp ch, n phm thng mi y l

nhm phng tin c kh lu v c s dng ph bin t trc n nay.
- Nhm phng tin in t nh truyn thanh, truyn hnh, phim, internet
Nhng phng tin ny bt u xut hin t gia th k 20 v nhanh chng tr thnh
nhng phng tin qung co hiu qu.
- Nhm phng tin ngoi tri, ngoi ng: pa-n, p-phch, bng hiu
Phng tin ny c ngun gc t thi c i v vn c s dng ph bin hin nay.
-Nhm phng tin qung co trc tip nh th trc tip, in thoi
-Nhm cc phng tin khc: qung co ti im bn, hi ch, qung co trn cc
vt phm..
3.5. nh gi hiu qu ca qung co.

Qung co cn c nh gi lin tc. Cc nh nghin cu dng nhiu k thut
o lng hiu qu truyn thng v doanh s do tc ng ca qung co.
13
- Nghin cu hiu qu truyn thng
- nh gi trc tip
- Trc nghim tp qung co
- Trc nghim trong phng th nghim
- Nghin cu hiu qu doanh s
B. HNH VI NGI TIU DNG.

1. nh ngha ngi tiu dng.
Ngi tiu dng l mt ngi hoc mt nhm ngi cui cng s dng cc sn
phm hoc dch v c to ra trong h thng x hi. C th ni ngi tiu dng bao
gm c ngi mua hng ha (mua lng thc, thc phm, thuc cha bnh, qun o,
thit b my mc, dng sinh hot, phng tin i li...) v ngi s dng dch v
(dch v bo him, vn ti, vui chi, gii tr, khm cha bnh, sa cha, lp t thit
b...).
Tuy nhin, ngi tiu dng ngoi mc ch mua hng ho, s dng dch v p
ng nhu cu sinh hot th cn c th phc v cho mc ch ti sn xut kinh doanh
(mua sn phm ny ch bin, sn xut thnh sn phm khc, v d nh mua vi
may thnh qun, o v mang i bn).(c san php lut v quyn bo v ngi tiu
dng)
2. nh ngha hnh vi ngi tiu dng.

Theo Hip hi marketing Hoa K, hnh vi ngi tiu dng chnh l s tc ng
qua li gia cc yu t kch thch ca mi trng vi nhn thc v hnh vi ca con
ngi m qua s tng tc , con ngi thay i cuc sng ca h. Hay ni cch
khc, hnh vi ngi tiu dng bao gm nhng suy ngh v cm nhn m con ngi c
c v nhng hnh ng m h thc hin trong qu trnh tiu dng. Nhng yu t
nh kin t nhng ngi tiu dng khc, qung co, thng tin v gi c, bao b, b
ngoi sn phm u c th tc ng n cm nhn, suy ngh v hnh vi ca khch
hng.
14
Theo Kotler & Levy (1993), hnh vi ngi tiu dng l nhng hnh vi c th ca
mt c nhn khi thc hin cc quyt nh mua sm, s dng v vt b sn phm hay
dch v.
Bn cnh , mt nghin cu khc ca Michael R Solomon cho rng nghin cu

hnh vi ngi tiu dng l nghin cu cch thc ca mt c nhn, mt nhm hay mt
t chc chn la, mua, s dng v loi b cc sn phm, dch v, tha mn nhu
cu v mong mun.
Nh vy, hnh vi ngi tiu dng c th xc nh:
- Nhng suy ngh v cm nhn ca con ngi trong qu trnh mua sm v

tiu dng.
- Hnh vi ngi tiu dng l nng ng v tng tc v n chu tc ng
bi nhng yu t t mi trng bn ngoi v c s tc ng tr li i
vi mi trng y.
- Hnh vi ngi tiu dng bao gm cc hot ng: mua sm, s dng v
x l sn phm dch v.
3. Cc yu t nh hng ti hnh vi mua.
3.1. M hnh hnh vi ca ngi tiu dng.
Nghin cu hnh vi ngi tiu dng gip cho doanh nghip tm hiu khch
hng mua v s dng hng ha nh th no, t doanh nghip s s dng hiu
qu cc chin lc marketing mix v do vy, nng cao ng k kh nng cnh
tranh ca doanh nghip. Nhiu nh nghin cu a ra cc m hnh khc nhau
m t hnh vi ngi tiu dng. M hnh di y khi qut mi tc ng ca cc
yu t kch thch marketing vo thc ca ngi tiu dng v cc phn ng p
li ca h.
15
Cc kch thch Marketing Hp en ca p ng ca
v nhng kch thch khc ngi tiu dng ngi mua
Cc kch Cc kch Phn ng ca

Hp en ca ngi mua
thch thch khc khch hng
Marketing
Cc c Tin trnh Chn sn phm
Sn phm Kinh t
Gi c K thut tnh ca quyt nh Chn hiu
Phn phi Vn ha ngi mua ca ngi

Chn ni mua
Xc tin Chnh tr mua
S lng mua
Hnh 2: : M hnh chi tit v hnh vi mua.

3.2. Nhng yu t chnh nh hng n hnh vi ca ngi tiu dng.
Hnh vi ca ngi tiu dng chu nh hng t rt nhiu yu t trong x hi.

M hnh di y th hin 4 nhn t c bn nh hng ti hnh vi ngi tiu
dng.
16
Vn ha
X hi
C nhn
Tm l
Vn ha Nhm
Tui v
khong i ng c
Gia nh Nhn thc
Ngh
Ngi mua
nghip Hiu bit
Tiu vn ha Vai tr v a Hon cnh Nim tin
v x hi kinh t v quan
C tnh v im
nhn thc
Tng lp x hi
Hnh 3: Cc nhn t c bn nh hng n hnh vi ngi tiu dng.

* Nhm cc yu t vn ha
Cc yu t vn ha c nh hng su rng nht n hnh vi ca ngi tiu dng.
Ta s xem xt vai tr ca nn vn ha, nhnh vn ha v tng lp x hi ca ngi
mua.
- Nn vn ha (culture): l yu t quyt nh c bn nht nhng mong mun v
hnh vi ca mt ngi. Mi ngi mt nn vn ha khc nhau s c nhng cm
nhn v gi tr ca hng ha, v cch n mc khc nhau. Do nhng ngi sng
trong mi trng vn ha khc nhau s c hnh vi tiu dng khc nhau.
- Nhnh vn ha (sub-culture): chnh l b phn cu thnh nh hn ca mt nn
vn ha. Nhnh vn ha to nn nhng c im c th hn cho nhng thnh vin
ca n. Ngi ta c th phn chia nhnh tn gio theo cc tiu thc nh a l, dn tc,
tn gio. Cc nhnh vn ha khc nhau c li sng ring, phong cch tiu dng ring
v to nn nhng khc th trng quan trng.
- Tng lp x hi: li tiu dng ca mt ngi ph thuc kh nhiu vo a v x
hi ca ngi , c bit l cc mt hng c tnh th hin cao nh qun o, giy dp,
xe cNhng ngi thuc cng mt tng lp x hi c khuynh hng hnh ng
17
ging nhau hn so vi nhng ngi thuc hai tng lp x hi khc nhau.Nhng ngi
c a v x hi nh th no thng tiu dng hng ha v dch v tng ng nh th.
Nhng ngi c a v cao trong x hi chi tiu nhiu hn vo hng ha xa x, cao cp
nh dng hiu, chi golf
* Nhm cc yu t x hi
Hnh vi ca ngi tiu dng cng chu nh hng ca nhng yu t x hi nh
cc nhm tham kho, gia nh.
- Nhm tham kho: nhm tham kho ca mt ngi l nhng nhm c nh hng
trc tip hoc gin tip n thi hay hnh vi ca ngi . Nhng nhm ny c th
l gia nh, bn b, hng xm lng ging, v ng nghip, m ngi c quan h
giao tip thng xuyn. Cc nhm ny gi l nhm s cp, c tc ng chnh thc n
thi hnh vi ngi thng qua vic giao tip thn mt thng xuyn. Ngoi ra
cn mt s nhm c nh hng t hn nh cng on, t chc on th.
- Gia nh: cc thnh vin trong gia nh l nhm tham kho c nh hng ln
nht n hnh vi ngi tiu dng. Th nht l gia nh nh hng gm b m ca
ngi .Ti gia nh ny ngi s c nh hng bi cc gi tr vn ha, chnh
tr, h t tngKhi trng thnh v kt hn, mc nh hng ca ngi v hoc
ngi chng trong vic quyt nh loi hng ha s mua l rt quan trng.
* Nhm cc yu t c nhn
- Gii tnh (sex): gii tnh l yu t c nhn u tin c nh hng tin quyt n
hnh vi tiu dng. Do nhng c im t nhin, ph n v n ng c nhu cu tiu
dng khc nhau v cch la chn hng ha cng khc nhau. Cc nghin cu cho
thy, nu quyt nh la chn hng ha ca ph n cn c ch yu vo gi c, hnh
thc, mu m ca hng ha th n ng li ch trng n cng ngh, uy tn ca hng
ha ny.
- Tui tc v giai on ca chu k sng (age and lifecycle): ngay c khi phc v
nhng nhu cu ging nhau trong sut cuc i, ngi ta vn mua nhng hng ha v
dch v khc nhau. Cng l nhu cu n ung nhng khi cn tr h s n a dng lai
thc n hn, trong khi v gi h thng c xu hng king 1 s loi thc phm. Th
hiu ca ngi ta v qun o, g v cch gii tr cng tu theo tui tc. Chnh v
18
vy tui tc quan h cht ch n vic la chn cc hng ha nh thc n, qun o,
nhng dng c phc v cho sinh hot v cc loi hnh gii tr
- Ngh nghip v thu nhp (profession and income): ngh nghip v hon cnh
kinh t l mt trong nhng iu kin tin quyt nh hng n cch thc tiu dng
ca mt ngi. Ngh nghip nh hng n tnh cht ca hng ha v dch v c
la chn. Ngi cng nhn s mua qun o, giy i lm, v s dng cc dch v tr
chi gii tr khc vi ngi l ch tch hay gim c ca mt cng ty. Hon cnh kinh
t c tc ng ln n vic la chn sn phm tiu dng. Khi hon cnh kinh t kh
gi, ngi ta c xu hng chi tiu vo nhng hng ha t nhiu hn.
- Li sng (lifestyle): nhng ngi cng xut thn t mt nhnh vn ha, tng lp
x hi v cng ngh nghip c th c nhng li sng hon ton khc nhau v cch
thc h tiu dng khc nhau. Cch sng th cu c th hin trong cch n mc
bo th, dnh nhiu thi gian cho gia nh v ng gp cho nh th ca mnh. Hay
nhng ngi c th chn li sng tn tin c c im l lm vic thm gi cho
nhng n quan trng v tham gia hng hi khi c dp i du lch v chi th thao v
chi tiu nhiu hn cho vic p ng nhng nhu cu c nhn.
* Nhm cc yu t tm l
Vic la chn mua sm ca mt ngi cn chu nh hng ca bn yu t tm l

l ng c, nhn thc, s hiu bit, nim tin.
- ng c (motivation): ng c l mt nhu cu bc thit n mc buc con ngi

phi hnh ng tha mn n. Ti bt k mt thi im nht nh no con ngi
cng c nhiu nhu cu. Mt s nhu cu c ngun gc sinh hc nh i, kht, kh chu.
Mt s nhu cu khc c ngun gc tm l nh nhu cu c tha nhn, c knh
trng hay c gn gi v tinh thn.
- Nhn thc (perception): nhn thc l kh nng t duy ca con ngi. ng c

thc y con ngi hnh ng, cn vic hnh ng nh th no th ph thuc vo
nhn thc. Hai b ni tr cng i vo siu th vi 1 ng c nh nhau nhng s la
chn nhn hiu hng ha li hon ton khc nhau. Nhn thc ca h v mu m, gi
c, cht lng v thi phc v u khng hon ton ging nhau.
19
- S hiu bit (knowledge): s hiu bit gip con ngi khi qut ha v c s
phn bit khi tip xc vi nhng hng ha c kch thc tng t nhau. Khi ngi
tiu dng hiu bit v hng ha h s tiu dng mt cch c li nht.
- Nim tin v thi (Belief and attitude): thng qua thc tin v s hiu bit con
ngi hnh thnh nn nim tin v thi vo sn phm. Theo mt s ngi gi c i
i vi cht lng. H khng tin c gi c r m cht lng hng ha li tt. Chnh
iu lm cho h e d khi mua hng ha c gi c thp hn hng ha khc cng loi.
Nim tin hay thi ca ngi tiu dng i vi mt hng sn xut nh hng kh
ln n doanh thu ca hng . Nim tin v thi rt kh thay i, to nn thi quen
kh bn vng cho ngi tiu dng.
4. Qu trnh a ra quyt nh mua.
Nhn bit Tm kim nh gi Quyt nh nh gi

thng tin cc phng mua sau mua
Nhu cu
n
Hnh 4: M hnh a ra quyt nh mua.

4.1. Nhn bit nhu cu.
Nhu cu pht sinh do cc yu t kch thch t bn trong cng nh t bn ngoi.
Con ngi c cc nhu cu tim n nht nh, cc nhu cu tim n s b kch thch
bi cc yu t bn ngoi. Khi nhu cu cha cao th cc kch thch Marketing l rt
quan trng (qung co hp n, trng by sn phm, mi dng th snphm, khuyn
mi). Cch bn hng kiu siu th c tc dng rt mnh kch thch nhu cu.Cc nhu
cu tim n l vn c mi con ngi. Ngi lm Marketing khng ch pht hin ra
cc nhu cu , m cn phi sng to ra cc sn phm a dng p ng cc mong
mun c th ca cc nhm khch hng khc nhau.
4.2. Tm kim thng tin.

Khi ngi tiu dng c nhu cu, h s tm kim thng tin p ng nhu cu .
Nhu cu cng cp bch, thng tin ban u cng t, sn phm cn mua c gi tr cng
ln th cng thi thc con ngi tm kim thng tin. Mt ngi mua mt cn h s tm
20
kim thng tin vt v hn so vi mua mt chic o s mi. Sau y l cc ngun thng
tin c bn m ngi tiu dng c th tm kim:
Ngun thng tin c nhn: t bn b, gia nh, hng xm, ng nghip

Ngun thng tin thng mi: qua qung co, hi ch, trin lm, ngi bn
hng
Ngun thng tin i chng: d lun, bo ch, truyn hnh (tuyn truyn)
Ngun thng tin kinh nghim thng qua tip xc trc tip vi sn phm.
Vy ngun thng tin no c tc ng mnh? iu ny cn tu thuc vo loi sn

phm, vo ctnh ca khch hng. Ngi cn thn thng khng tin vo qung co,
h phi tm kim thm cc thng tin khc. i vi cc quyt nh mua quan trng nh
mua t, m tim, i hc nc ngoi vv, ngi ta mun c nhiu thng tin tng
tin cy ca quyt nh. Ni chung, thng tin t qung co c tnh cht thng bo v s
hin din ca sn phm. Ngun thng tin truyn ming t bn b, ng nghip c tc
dng thuyt phc mnh. c bit, i vi cc dch v, do c tnh v hnh nn li
khuyn ca bn b, ngi thn c vai tr quan trng.
Trong giai on ny, doanh nghip phi chn cc phng tin thng tin khc nhau
v ni dung ph hp cung cp cho cc nhm khch hng khc nhau. Nu cng ty
khng cung cp cc thng tin cn thit cho khch hng th cng ty v tnh y
khch hng sang cc i th cnh tranh. Sau khi tm kim thng tin th khch hng
bit c cc nhn hiu hng ho khc nhau c th p ng nhu cu v cc c tnh
ca chng.
4.3. nh gi cc phng n.
T cc nhn hiu sn phm khc nhau bit qua giai on tm kim, khch hng
bt u nh gi chn ra nhn hiu ph hp vi nhu cu ca mnh.
Doanh nghip cn phi bit c l khch hng nh gi cc phng n nh th

no? H dng tiu chun g la chn? Cht lng hay gi c quan trng hn?
hiu r vic nh gica khch hng nh th no, chng ta cn tm hiu chi tit cc
vn sau y: Cc thuc tnh ca sn phm m khch hng quan tm; Mc quan
21
trng ca cc thuc tnh i vi khch hng; Nim tin ca khch hng i vi cc
nhn hiu; hu dng ca cc thuc tnh.
- Thuc tnh ca sn phm: khch hng thng xem mt sn phm l mt tp hp

cc thuc tnh nht nh. Cc thuc tnh ny phn nh cc li ch khc nhau ca sn
phm mang li cho ngi s dng. l cc c tnh v k thut, c tnh v tm l,
v gi c, v cc dch v khch hng.
c tnh k thut: kch thc, trng lng, thnh phn ho hc, tc , thi hn s
dng, bn
c tnh tm l: v p, v tr trung, v hin i
c tnh v gi c: hp ti tin
c tnh v cc dch v khch hng: y cc dch v, tin li.
- Mc quan trng ca cc thuc tnh khc nhau i vi cc nhm khch hng

khc nhau.C hai khi nim sau y cn lm r:
Thuc tnh ni bt l thuc tnh to nn do qung co, do d lun x hi.

Thuc tnh quan trng l thuc tnh m ngi tiu dng mong i c th p ng
c cc nhu cu cu h, do tu thuc vo cc nhm khch hng khc nhau m
thuc tnh no c xem l thuc tnh quan trng. y l cc thuc tnh m khch
hng quan tm khi mua sn phm.
- Nim tin ca ngi tiu dng i vi cc nhn hiu sn phm c nh hng ln

n quyt nh mua ca h. Mt nhn hiu chim c nim tin ca khch hng s
d c h la chn cc ln mua sau. Nhn hiu l mt ti sn v hnh ca cng
ty. Do vy, vic xy dng mt thng hiu mnh c tm quan trng c bit i vi
cng ty.
- Mi thuc tnh ca sn phm thng c ngi tiu dng gn cho mt mc

hu dngkhc nhau. Khi quyt nh mua mt sn phm, khch hng c xu hng
chn sn phm c tng gi tr hu dng t cc thuc tnh l ln nht.
22
4.4. Quyt nh mua.
Sau khi nh gi cc la chn, khch hng i ti nh mua. Tuy nhin, t nh
mua n quyt nh mua cn c cc cn tr nh thi ca cc nhm nh hng (bn
b, gia nh), cc iu kin mua hng (a im giao dch, phng thc thanh ton,
cc dch v hu mi). Do vy cc hot ng xc tin bn (khuyn mi, cc dch v
sau bn hng) c vai tr rt quan trng, c bit khi c cnh tranh.
nh mua Cc cn tr mua Quyt nh

mua
thc y qu trnh mua, doanh nghip cn loi b cc cn tr mua t pha bn thn

doanh nghip. chnh l vai tr quyt nh ca cng tc chm sc khch hng cng
nh ca cchot ng xc tin. Trong trng hp cung cp dch v, do tnh v hnh
ca sn phm nn cc cn tr thuc v thi ca cc nhm nh hng c vai tr
quan trng n quyt nh mua ca khch hng.
4.5. nh gi sau khi mua.

Sau khi mua xong khch hng s dng sn phm v c cc nh gi v sn phm
mua c. Mc hi lng ca khch hng s tc ng trc tip n cc quyt nh
mua vo cc ln sau. Doanh nghip cn thu thp thng tin bit c nh gi ca
khch hng iu chnh cc chnh sch. iu ny rt quan trng. Phng chm
y l Bn c hng v gi c khch hng lu di!.
S hi lng hay khng ca khch hng sau khi mua ph thuc vo mi tng quan
gia s mong i cu khch hng trc khi mua v s cm nhn ca h sau khi mua
v s dng sn phm. C th c ba kh nng nh trn bng di y.
S mong i ca khch hng c hnh thnh qua qung co, qua s gii thiu
ca ngibn, qua bn b, ngi thn Mong i cng cao nhng cm nhn thc t
cng thp th mc tht vng cng ln. Do vy vic qung co, gii thiu sn phm
cn phi trung thc.
23
S th t Cc kh nng c th Tm trng ca khch hng
1 Mong i > Cm nhn Khng hi lng
2 Mong i = Cm nhn Hi lng
3 Mong i < Cm nhn Vui sng
Khi khch hng hi lng, h s chia s tm trng hng phn cho nhiu ngi
khc. Nh vy, c th ni khch hng hi lng l ngi qung co min ph v hiu
qu nht cho chng ta. Ngc li khi h khng hi lng, h cng s chia s iu ny
vi nhiu ngi khc. iu ny lm cho cng ty c nguy c mt thm nhiu khch
hng.
24
CHNG 2. GII THIU TNG QUAN V CNG TY C PHN SA
TH TRUE MILK V CHIN LC QUNG CO CA CNG TY.
I. Tng quan v cng ty c phn sa TH True Milk.
1. Lch s hnh thnh v pht trin.
Cng ty c phn sa TH True Milk c tn giao dch quc t l TH Joint Stock

Company, tn vit tt l TH True Milk, c thnh lp vo 24/02/2009. y l cng ty
u tin ca Tp on TH vi d n u t vo trang tri b sa cng nghip, cng
ngh ch bin sa hin i v h thng phn phi bi bn. Tp on TH c thnh
lp vi s t vn ti chnh ca Ngn hng Thng mi C phn Bc . Bn cnh vic
kinh doanh cc dch v ti chnh v cc hot ng mang tnh an sinh x hi, Ngn
hng TMCP Bc c bit ch trng u t vo ngnh ch bin sa v thc phm.
Cng ty c tr s chnh ti S 166 Nguyn Thi Hc, Phng Quang Trung , TP

Vinh, tnh Ngh An. TH True Milk hot ng chnh trong lnh vc ch bin v kinh
doanh sa ti tit trng. Sn phm sa TH True Milk c tiu thu ch yu trong th
trng Vit Nam. Vi nhng n lc ca mnh, ch sau 4 nm thnh lp, TH True Milk
chim c lng tin ca ng tiu dng v c bnh chn trong top 100 sn
phm dch v Tin v Dng nm 2012. TH True Milk c c nhng thnh qu
cng l do c tm nhn v trit l kinh doanh ng n.
2. Tm nhn, s mnh v trit l kinh doanh ca cng ty.

TM NHN: Tp on TH mong mun tr thnh nh sn xut hng u Vit
Nam trong ngnh hng thc phm sch c ngun gc t thin nhin. Vi s
u t nghim tc v di hn kt hp vi cng ngh hin i nht th gii,
chng ti quyt tm tr thnh thng hiu thc phm ng cp th gii c
mi nh tin dng, mi ngi yu thch v quc gia t ho.
S MNH: Vi tinh thn gn gi vi thin nhin, Tp on TH lun n lc
ht mnh nui dng th cht v tm hn Vit bng cch cung cp nhng
sn phm thc phm c ngun gc t thin nhin sch, an ton, ti ngon v
b dng.
25
TRIT L KINH DOANH: Khng tm mi cch ti a ha li nhun m tm
mi cch hp l ha li ch ca tp on. t li ch ring ca tp on nm
trong li ch chung ca quc gia, TH u t p dng cng ngh cao hin
i nht trn th gii trong vic pht trin chn nui b sa theo m hnh cng
nghip khp kn sn xut ra nhng sn phm sa ti sch, vn nguyn tinh
ty thin nhin, mang li cho ngi tiu dng Vit Nam nhng sn phm sa
cht lng nht, an ton nht, gp phn vo cng cuc nng cao tm vc, th
lc cho ngi Vit Nam.
3. Thng tin sn phm.
Sn phm hin nay ca TH trn th trng gm 8 hng v c trng v a dng:

sa ti nguyn cht, c ng, t ng, v du, v socola, b sung canxi, b sung
collagen v b sung phytosterol vi cc loi bao b hp giy 180 ml v 110 ml (ring
b sn phm b sung dng cht hin nay ch c loi 180ml). Trong thi gian ti,
cng ty s nhanh chng tung ra sn phm sa chua TH mi nhm a dng ha cc sn
phm ca mnh.
4. C s vt cht.
Nhn thc cht lng l yu t quan trng u tin trong vic xy dng thng
hiu, cc DN sa nng cp nh my, u t dy chuyn sn xut hin i, t cht
lng quc t. Do n sau, TH Milk tm s khc bit bng tn gi Sn phm sa
sch- TH True Milk, i song hnh vi chin lc pht trin chui ca hng bn l
TH True Mart ang thc hin ti H Ni v Ngh An.
c sn phm sa sch, TH True Milk cng u t d n chn nui b sa v
ch bin sa sch ln nht ng Nam vi s vn u t ln n 1,2 t USD. Hin
TH Milk pht trin n b ln n hn 10.000 con. n nm 2017, d kin s c
137.000 con b v nh my ch bin t cng sut 500 triu lt sa/nm, p ng 50%
nhu cu sn phm sa ca th trng trong nc.
Vi tng kinh ph u t cho giai on 1 ln n 350 triu la M, n nay, sau
2 nm trin khai d n, vng t Ngha n, Ngh An tr thnh nhng nng trang
s, khp kn, ph mt mu xanh bt ngn ca nhng ng c nguyn liu. T cng
26
ngh ch bin thc n, chm sc b, vt sa b n ng gi sn phm sa u c
khp kn bng cng ngh nhp khu 100% t Israel. Nh nhng cng ngh tin tin
ny, tng git sa u gi vn nguyn gi tr dinh dng v l ngun nguyn liu u
vo di do ch bin ra nhng sn phm sa sch TH cho ngi tiu dng. Tt c
nhm to ra ngun sa ti sch, thun khit t thin nhin nh chnh tiu ch ban u
m tp on TH ra sa sch l con ng duy nht nhm mang n ngun
dng cht ti sch v mt thng hiu TH True Milk ng cp quc t cho ngi
tiu dng.
5. Mt s du mc ng nh ca TH True Milk.
27/2/2010: Nhp khu con b sa u tin v Vit Nam
14/5/2010: L khi cng xy dng nh my sa TH
25/7/2010: Ln cho sa u tin, khi con b u tin ra i
26/12/210: L ra mt sa ti sch TH True Milk
26/5/2011: Khai trng ca hng TH True Mart chnh ti H Ni
30/8/2011: Khai trng ca hng TH True Mart chnh ti TP H Ch Minh
II. Chin lc qung co ca cng ty c phn sa TH True Milk.
1. Cc hnh thc qung co.

TH True Milk c mc ph sng ln v lin tc trn cc qung co ngoi,
qung co trn truyn hnh, xy dng hnh nh ng b qua cc ca hng bn l,
qung co v tip th ti cc siu th ln, chnh v vy m ch sau mt thi gian ngn
(khong 3 n 4 thng) c rt nhiu ngi bit, dng th v thch dng sa TH
True Milk.
27
2. Thit k bao b sn phm.
V bao b, TH s dng bao b ca Tetra Pak, tp on Thy in chuyn sn xut
bao b bng giy carton (hin Nestl, Coca-Cola, Vinamilk... u s dng bao b Tetra
Pak cho cc sn phm bn ti Vit Nam), TH u t thit k nhn mc rt p mt
v chuyn nghip. Bao b n gin nhng khng b i theo li mn nh cc kiu sa
l phi c hnh nh con b trn v hp. Thit k rt hi ha vi bn sc thng hiu
ca TH v c s thng nht cao : mu ch o l sc xanh ca bu tri du mt, tinh
khit xuyn sut t logo n v hp, t giao din website n cch trang tr ca hng.
Tt c nhm to cho khch hng cm gic xanh mt, trong lnh, d chu.
TH l vit tt ca True Happiness (Hnh phc ch thc) v ngi sao vng pha
trn ch TH va l biu tng ca l c Vit Nam, va l biu tng cho hoa ca
t th hin rng sn phm ny c to ra Vit Nam v phc v cho ngi Vit
Nam.
3. Chui ca hng TH True Mart.

Bn cnh s hin din ca nhiu hng sa khc, sn phm TH True Milk
cng to cho mnh ch ng trn k hng ca cc siu th ln nh Coop Mart, Big C,
Fivimart ng thi, ti cc ca hng, i l bn l chng ta cng khng kh tm
thy sn phm ny. Nhng im c trong h thng phn phi ca TH l trong
khi cha mt thng hiu sa no xy ch bn sn phm ca chnh mnh, th TH
True Milk mt mnh mt ch (bng vic xy dng chui cc ca hng True Mart)
bn cc sn phm sa ti tit trng ca mnh. Sau s l cung cp cc sn
phm thc phm sch c ngun gc t thin nhin, trong c tht, rau c qu sch,
thy hi sn t cht lng quc t.
Ch mi ra mt sn phm mt thi gian ngn, hin ti, h thng True Mart c

mt c 3 min Bc, Trung, Nam vi 28 ca hng. min Bc, d mi ch c H
Ni nhng c 12 ca hng True Mart c xy ln vi bin hiu thng nht. True
Mart c mt ti Ngh An, Nng, Nha Trang ca min Trung v min Nam
c cc tnh C Mau, Tin Giang v TP HCM. Nhng ca hng TH True Mart vi
trang thit b v h thng bo qun sn phm hin i to dng c hnh nh v
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nhn c s yu mn ca khch hng. T chui ca hng TH True Mart, nhng sn
phm sa ti sch TH True MILK n tay ngi tiu dng nhanh chng v tin
li hn.
Chui h thng TH true mart khng hin din n thun ch l trao i thng
mi. im nhn ca n l Hero mt TH true mart c bit m trong 28 ca hng
trn ton quc ch c duy nht 3 s hin din ca Hero ti H Ni, Ngh An v TP.
H Ch Minh. S d gi l ca hng Hero bi v y khng thun ty ch l ni gii
thiu, trng by v bn sn phm TH true MILK m y s l mt im n yu thch
ca nhng ngi tiu dng mun khm ph v cng ngh chn nui b sa hin i
vo bc nht trn th gii c mt ti Vit Nam, v cc sn phm sa ti sch. Cc
ca hng Hero shop ca TH truemart cn ng vai tr nh mt phng trng by
ln, c khu vc cc m hnh trng by t ng c xanh n ly sa sch, m hnh
trang tri, nh my, c khu vc dnh cho khch hng ng k s dng dch v giao
hng ti nh, v khch hng VIP, khch mua thng xuyn vi s lng ln. Do ,
nhng ca hng Hero ny ca true mart c ngha cung cp nhng thng tin y
nht v sn phm ti ngi tiu dng. ng thi, y cng l ni i thoi trc tip v
kt ni gia TH true Milk cng cc sn phm khc ca TH vi ngi tiu dng.
cng chnh l mt trong nhng s mnh m TH mong mun mang n cho mi ngi
tiu dng: hnh phc ch thc.
4. Thng ip qung co.

- Thng ip chnh ca qung co l tinh ty t nhin c gi vn nguyn trong
tng git sa ti sch.
Ngoi ra qung co cn truyn ti cc thng ip ph v th cht cng nh vc dng

v phong cch.
- Th cht: Nhng git sa cht lc t t nhin qua quy trnh x l khp kn mang
n ngun dinh dng thit yu cho c th
- Vc dng v phong cch: Gi gn v ci thin vc dng. To cm gic nh nhng,

khe khon, tr trung y cun ht ni ngi i din.
29
Nhm mc ch nhanh chng li n tng p v kh phai trong tm tr khch
hng Vit, TH True Milk khng ngng n lc trong vic qung b, xy dng hnh
nh t vic k cng thit k logo, thit k slogan ngn gn m hm , thc hin nhng
hot ng qung co c o.
Chin lc TH True Milk ang thc hin gi l chin lc Preemtive Claim (chin
lc ginh li th tin phong) hay cn gi l The Law of Mind (Quy lut ngi u
tin) theo khi nim ca All Ries. Theo , TH Milk tuyn b mt c tnh thng
thng ca sn phm sa, TH l cng ty u tin tuyn b h l sa sch v h
i trc mt bc so vi cc i th go gi khi thc hin iu ny. Theo , h tuyn
b mt c tnh thng thng ca sn phm sa (sa sch). Tt nhin, mi cng ty sn
xut sa u c kh nng v cng bt buc phi p ng tiu chun ny. Vn ch
khng ai trong s h nhn thc c vic cn phi tuyn b iu ny trn truyn
thng i chng. Sch l mt c tnh chung ca cc nhn sa. Tuy nhin, khi TH
milk l ngi u tin danh xng rng h l thng hiu sa sch, c tnh ny tr
thnh mt c im ring ca TH trong tm tr ngi tiu dng mc d hng sa ny
mi gia nhp th trng khng lu. c im ny mang li cho TH mt lin tng gi
tr (sch) khi khch hng ngh v thng hiu ny. iu ny hon ton ng vi mt
trong 22 nguyn tc bt bin trong xy dng thng hiu u tin trong tm tr
khch hng tt hn nhiu so vi xut hin u tin trn th trng (22 nguyn tc bt
bin trong marketing, Al Ries & Jack Trout).
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CHNG 3. PHNG PHP LUN V THIT K NGHIN CU
1. Gi thuyt bi nghin cu.
T cc kt qu s b thng qua phng vn ngi tiu dng v chuyn gia, nhm

kim nh tnh ng n ca thng tin nhm nghin cu s a ra m hnh ha tng
hp cc yu t tc ng ti hnh vi mua ca ngi tiu dng v cc gi thuyt nghin
cu nh sau:
Thng ip Thit k bao

qung co b sn phm
Phng tin H thng
qung co ca hng
Quyt nh hnh vi mua

ca ngi tiu dng
Quyt nh Quyt nh
mua khng mua
Hnh 5: M hnh gi thuyt tng hp cc yu t nh hng ti quyt nh mua.
1.1. Cc gi thuyt nghin cu nhm 1- V cc yu t ca knh qung

co n quyt nh mua ca ngi tiu dng.
i. Cc hnh thc qung co a dng, phong ph nh hng ng k ti quyt
nh mua ca ngi tiu dng.
ii. Tn sut qung co hp l, khng b qu ti nh hng ng k ti quyt
nh mua ngi tiu dng.
31
iii. Thi im qung co hp l nh hng ng k ti quyt nh mua ca
ngi tiu dng.
1.2. Cc gi thuyt nghin cu nhm 2 - V cc yu t ca thng ip
n quyt nh mua ca ngi tiu dng.
i. Thng ip ngn gn, d hiu , d lu li trong tm tr khch hng nh
hng ng k ti quyt nh mua ca ngi tiu dng.
ii. Thng ip mang li cm gic yn tm cho khch hng nh hng ng k
ti quyt nh mua ca ngi tiu dng.
iii. Thng ip mang li cm gic gn gi, thn thuc nh hng ng k ti
quyt nh mua ca ngi tiu dng.
iv. Thng ip c truyn ti mt cc sinh ng nh hng ng k ti quyt
1.3. Cc gi thuyt nghin cu nhm 3 - V cc yu t ca h thng
ca hng TH True Mart n quyt inh mua ca ngi tiu dng.
i. H thng ca hng to cm gic sch s, gn gang, sang trng nh hng
ng k ti quyt nh mua ca ngi tiu dng.
ii. H thng ca hng c nhn vin phc v nhit tnh c nh hng ng k
ti quyt nh mua ca ngi tiu dng.
iii. H thng ca hng l chui ca hng sa c quyn u tin Vit Nam
c nh hng ng k ti quyt nh mua ca ngi tiu dng.
iv. H thng ca hng to cho khch hng cm gic yn tm v cht lng, gi
c c nh hng ng k ti quyt nh mua ca ngi tiu dng.
v. H thng ca hng c v tr thun li nh hng ng k ti quyt nh
mua ca ngi tiu dng.
1.4. Cc gi thuyt nghin cu nhm 4 V cc yu t ca bao b n
quyt nh mua ca ngi tiu dng.
i. Bao b sn phm thit k trang nh, hi ha c tnh ngh thut cao nh
hng ng k ti quyt nh mua ca ngi tiu dng.
ii. Thit k bao b mang li cm gic trong lnh nh hng ng k ti quyt
32
2. Thit k nghin cu.
Nhm kim nh tnh ng n ca cc gi thuyt trn, nhm nghin cu quyt nh

o lng mi quan h gia cc yu t trong gi thuyt va c xy dng. Phng
php nghin cu c s dng trong phn nghin cu nh lng ny l tin hnh
iu tra bng hi, c thc hin di hai hnh thc, phng vn trc tip v iu tra
qua mail.
Giai on ny c thc hin qua cc bc chnh sau: (1) Xy dng bng hi;
(2) Phng vn th v tham kho kin chuyn gia; (3) iu chnh bng hi; (4) Thc
hin iu tra v (5) X l s liu. Qu trnh (1), (2) v (3) c lp i lp li nhiu ln
cho n khi bng hi c nhn nh l tng i hon chnh, sau bng hi hon
chnh ny c s dng trong qu trnh iu tra thc s.
Hnh 6:Thit k nghin cu

Ngun: Cc tc gi
2.1. Xy dng bng hi.
2.1.1. Thit k cu hi.
33
Cng c o lng
Cng c o lng cc bin nh lng bi nghin cu ny l thang o Likert

5 im (Likert l thang o c s dng trong cc nghin cu p dng m hnh L
thuyt hnh vi c k hoch ca Ajzen). Trong bng hi ch c 2 loi mc c s
dng, l: o lng mc ng (1 = Hon ton khng ng , 2 = Khng ng
, 3 = Khng r, 4 = ng , 5 = Hon ton ng ); o lng mc thng xuyn
(1 = Khng bao gi, 2 = Him khi, 3 = Thnh thong, 4 = Thng xuyn, 5 = Lun
lun)
Cch t cu hi
Nhm nghin cu tham kho cc mu cu hi c s dng cho l thuyt

hnh vi c k hoch xy dng bng hi m bo c s thng nht cao vi l thuyt
p dng. ng thi nhm c nhng iu chnh trong vn phong, ni dung v hnh
thc ph hp vi mc tiu, i tng nghin cu cng nh to s d dng tip cn
cho nhng ngi c iu tra. (Bng hi c nh km Ph lc II).
Gii thch cu hi tng phn:
(1) Thng tin c nhn:

Thng tin c nhn khng nhng qun l h s ngi c hi m cn cung
cp nhng d liu cho cc yu t v nhn khu hc. Trong khun kh bi nghin cu,
nhm trng tm vo 4 tiu ch: tui, gii tnh, ngh nghip. Qua qu trnh nghin
cu cc ti liu lin quan, nhm nhn thy y l nhng yu t c nhiu nh hng
n qu trnh tiu dng sn phm. Thang chia trong cc tiu ch ny cn c vo nhng
nghin cu thc hin v c dng phiu iu tra, ng thi c s iu chnh cho ph
hp vi mc ch nghin cu.
Cc nhm hnh vi gm c: Quyt nh mua , a im mua v s lng mi ln

mua.
Cc yu t nh hng bao gm: (1)Thng ip ca qung co; (2)Thit k bao

b sn phm; (3) a im mua hng; v (4) Knh qung co ca sn phm
2.1.2. Thit k mu bng hi.

Li ng
34
Li ng l phng thc ngi c hi nm bt v hiu c mc ch ca
phiu iu tra cng nh nh hnh c cch thc tip cn vi bng hi bn cnh vic
nhm iu tra gii thiu trc tip. Nhn r tm quan trng ca ni dung ny, nhm
trnh by li ng m bo c nhng tiu ch a ra nh: cung cp thng tin cho
ngi tham gia tr li phiu iu tra v ti nghin cu, nhm nghin cu, mc ch
ca vic tr li phiu; ngha s ng gp t vic tr li phiu i vi ti, s cam
kt ca nhm nghin cu v vic s dng phn tr li ca ngi c hi ng mc
ch. Ngn t v cch din t c ch trng ngi c khng c cm gic nng
n v cnh gic khi tr li, thay vo l s ci m v thoi mi tr li nhng cu hi
ca phiu iu tra.
Sp xp trt t cu hi
Cc cu hi c chia thnh tng nhm, i t nhng cu hi thng tin c nhn

thng thng lin quan n tui, gii tnh, ngh nghip.
2.1.3. Phng vn th.
Sau khi thit k xong bng hi, cc cuc iu tra th c thc hin ti cc
chui ca hng TH True Mart v siu th thu thp kin nh gi t nhng ngi
tham gia tr li phiu. Trn c s nhng phn hi v ni dung, hnh thc, v ng
ngha v di cu hi, nhng iu chnh ph hp c a ra. ng thi, nhng
nguyn tc la chn a im, i tng, thi gian v cch gii thiu, cch gii thch
m bo ngi c hi cho kt qu phiu iu tra tt nht cng c tng hp.
2.1.4. iu chnh bng hi.
Bng cu hi c thit k v iu chnh nhiu ln trong vng hn 1 thng

lm vic lin tc ca nhm nghin cu, kt hp gia vic phng vn th, tham kho
kin ging vin hng dn,bn b c lin quan n lnh vc marketing.
Vic s dng trnh cc t ng trc tip nh Ti trong bng hi cng c

ra, trnh cm gic ngi tr li ang b nh gi. Mt s cu hi trnh ch ng
bng cch ch a ch ng mt ln cu hi chung (Anh/ch cho bit mc ng
ca bn thn vi cc gi nh sau y), mt s dng t bn thn thay t ti
35
lm gim nh trch nhim o c ca ngi tr li, nhm h bc l ht nhng thi
v hnh vi thc t ca mnh.
2.2. Thc hin iu tra.

2.2.1. i tng kho st v quy m mu.
i tng kho st l ngi tiu dng trn a bn H Ni, t 18 tui v sng

ti H Ni t 6 thng tr ln. i tng iu tra c xc nh nh trn cng m bo
kim nh c s a dng trong cc yu t v nhn khu hc. Quy m mu d
kin: 300 mu.
2.2.2. Cch thc tin hnh.

Hnh thc iu tra
Phng vn trc tip v iu tra qua mail/ online.
a im ly mu
- Phng vn trc tip: thc hin phng vn ti cc chui ca hng TH True Mart
v siu th nh BigC Cc a im ny c la chn do l nhng ni tp
trung ng dn c, c tnh a dng v mt nhn khu hc, ng thi cng l
nhng ngi c kh nng dnh thi gian dnh cho vic tr li bng hi phng
vn, m bo cht lng phiu iu tra thu c l tt nht.
- iu tra qua mail/Online: ng thng tin v phiu iu tra n cc i tng
qua cc trang Facebook, fanpage ca TH True Milk, gi mail c ng link
phiu iu tra online v bn word n cc i tng ph hp, c bit l ngi
i lm.
Thi gian thc hin
m bo quy m mu t ra, nhm nghin cu tin hnh iu tra trong vng
1 thng t ngy t 15/2/2013 n 15/3/2013.
Qu trnh thc hin
Vic thc hin iu tra c ln k hoch c th. Nhm iu tra gm chnh ba

thnh vin ca nhm nghin cu. Thi gian v a im ly phiu c phn chia vi
thi gian hp l, c s i cho v mt a im linh hot v m bo tnh ngu
nhin ca mu kho st.
36
Bn cnh phng vn trc tip, nhm nghin cu cng s dng phng n iu
tra bng hi online.
2.3 . X l d liu.
2.3.1. Cch thc loi mu.
Cc mu c s dng phn tch phi c y cc thng tin c nhn bt

buc ( tui t 18 tr ln, trnh hc vn, thng tr H Ni t nht t 6 thng
tr ln, tng thu nhp hng thng ca h gia nh) v tr li y cc cu hi v hiu
bit, thi , hnh vi thc t trong phiu iu tra (tt c cc cu hi C/Khng,
Ri/Cha v thang o Likert). Bt k mu no vi phm cc iu kin trn s b loi.
2.3.2. Phn mm x l d liu.
V bng hi s dng thang o Likert nn phn mm x l s liu c s dng

l SPSS 16.0. Cc s liu u c m ha v kim nh khi nhp bng hnh thc
kim tra ngu nhin (chn mt s phiu bt k kim nh cc s liu va nhp)
hn ch nhng sai st trong qu trnh nhp d liu t phiu iu tra.
Thng qua cc s liu v d liu thu thp c nhm nghin cu thc hin
thng k m t v phn tch s liu bng cc phng php khc nhau. u tin l
thng k m t c thc hin bng vic quan st s liu, a ra cc nhn xt da trn
s liu thc tin v c s l thuyt ca bi nghin cu. i vi thng k phn tch,
nhm s dng phn mm SPSS 16.0 x l s liu. Trong cc ch s c s
dng trong bi bao gm kim nh Cronbach Alpha, kim nh gi thuyt a cng
tuyn, mc ngha hay h s hi quy chun ha. Cc gi tr Cronbach Anphal cho
thy cc bin c s dng cho vic kim nh l ng tin cy hay khng. Nu
Cronbach Alpha cho gi tr ln hn hoc bng 0.6 th chng t gi thuyt a ra l
ng tin cy v c s dng trong nghin cu. kim nh mi tng quan gia
cc bin trong m hnh, phng php phn tch m hnh cu trc tuyn tnh c s
dng. Vi cc hm hi quy bi, kim nh s c lp gia cc bin, cc h s
Tolerance v VIF cng c bo co, nu Tolerance nh hn 0.05 hay VIF vt qu
20 th xy ra hin tng a cng tuyn (Tolerance = 1/VIF). S ph hp ca m hnh
c ch ra bi gi tr thng k F v mc ngha tng ng (p-gi tr ca F = 0.000
v khng xy ra a cng tuyn gia cc bin c lp).
37
Yu t quyt nh n kt qu ca cc gi thuyt nghin cu chnh l h s hi
quy chun ha. H s hi quy chun ha cng ln th mc ngha i vi thng k
cng cao, n phn nh c mc tc ng ca bin kim nh i vi gi thuyt
nghin cu.
38
CHNG 4. KT QU NGHIN CU
1. Kt qu nghin cu.
1.1. M t d liu.
Tng s phiu hp l l 245 phiu hp l gm 98 phiu trc tip v 147 phiu

online. V phiu trc tip, thu c 100 phiu tr li trc tip trn tng s 100 phiu
pht ra, s phiu hp l l 98 (t l phiu tr li trc tip hp l l 98.0%). C 2 phiu
khng hp l do in thiu thng tin cc cu tr li c thang o Likert. S phiu
online thu c l 147 v u hp l, v bng hi online c thit k ngi tr li
bt buc phi tha mn cc tiu ch chn mu mi c th hon thnh bng hi v gi
li kt qu cho nhm iu tra. Cc bin nhn khu hc ca mu iu tra c m t
di y:
Bng 1: Cu trc nhn khu hc ca mu kho st.
Tiu ch Thang chia S lng T l phn trm (%)

Nam 83 33,9%
Gii tnh N 162 66,1%
<18 13 5,3%
18-25 144 58,8%
Tui 25-35 69 28,2%
35-45 18 7,3%
>45 1 0,4%
Hc sinh, sinh vin 148 60,4%
Nhn vin 56 22,9%
vn phng
Ngh nghip Cng nhn 6 2,4%
Ni tr 12 4,9%
Bn hng 18 7,3%
Khc 5 2,0%
39
Bng s liu cho thy c bin nhn khu cng c nh hng khng nh n
hnh vi mua ca ngi tiu dng. T l n chim t l cao (66.1%) so vi nam (33.9%)
cho thy mc nh hng khc nhau ca gii tnh ti hnh vi mua. N thng c xu
hng chn la cc sn phm c lin quan n gi c, mu m, hnh thc, trong khi
nam thng ch trng n cng ngh, uy tn. V th hnh vi mua da vo gii tnh
cng khc nhau ty thuc vo sn phm v y l sa TH True Milk. nhm tui,
a s mu kho st tp trung vo la tui t 18 n 25 (chim 58.8%) v t 25 n
35(chim 28.2%). y cng chnh l la tui khch hng mc tiu ca cng ty, mc
tiu dng sa la tui ny c xc nh l cao nht do nhu cu v th hiu.
Chnh v vy la tui c mi quan h cht ch n vic la chn hng ha. i vi
bin ngh nghip, a s l hc sinh- sinh vin v nhn vin vn phng cho thy c
nhu cu khc nhau khi tiu dng sn phm sa trong nhng hon cnh kinh t khc
nhau.
1.2. M t cc bin c lp.

1.2.1. Cc knh qung co ca TH True Milk.
Bng 2: Cc knh qung co ca TH True Milk.
Knh qung co S lng T l phn trm

Qung co thng qua ti vi 220 35.7%
Nghe qung co qua radio 26 4.2%
c trn bo 48 7.8%
Thng qua bng-rn, p phch 86 14%
Thng qua bn b gii thiu 104 16.8%
Thng qua website 28 4.5%
Qua t vn ngi bn hng 37 6%
Qua qung co ngoi tri 55 8.9%
Qua knh khc 13 2.1%
40
Hnh 7: T l phn trm cc knh qung co gip ngi tiu dng bit n sn
phm sa TH.
Chim t l cao nht l qung co thng qua ti vi vi 35.7% lng ngi bit ti
sn phm TH True Milk, tip theo l n thng qua bn b gii thiu v bng rn, p
phch chim 16.8%v 14%. Nhn chung cc qung co ca TH True Milk a dng v
phong ph trn cc phng tin thng tin i chng, gip ngi tiu dng c th nm
r c sn phm v cng nhm tng s lng khch hng cho cng ty. Vic u t
hiu qu vo cc knh qung co ph hp nh ti vi hay l qung co ngoi tri c
tc ng khng nh ti hnh vi ngi tiu dng. T vic lan ta mnh m hnh nh
TH True Milk ngy cng rng ln.
41
1.2.2. n tng khi nhc n sn phm sa TH True Milk.
Bng 3: n tng ca ngi tiu dng.
n tng S lng T l phn trm (%)

Sa sch tht s thin nhin 173 70.6%
Sa ti nguyn cht 100% 30 12.2%
Mt cm gic rt Yomost 12 4.9%
Tho nguyn xanh sa mt lnh 20 8.2%
Khc 10 4.1%
Tng 245 100%
Hnh 8: T l phn trm mc nhn bit thng ip sa TH True Milk.

70.6% ngi tiu dng nhn bit c sn phm sa TH True Milk gn lin vi
thng ip sa sch tht s thin nhin. Cc thng ip cn li u chim mc nh
nh 12.2% , 8.2%, 4.9%, 4.1% i vi sa ti nguyn cht 100%, tho nguyn xanh
sa mt lnh hay l mt cm gic rt Yomost. Thng qua biu cho thy qung co
c mc nh hng ln ti ngi tiu dng khi hu ht trong s h u bit ti
thng ip sa sch tht s thin nhin gn vi sa TH True Milk. Mc d TH ch
mi xut hin nhng mc nhn bit ln ca ngi tiu dng cng chng t c
sc lan ta ca n trong th trng. Ch c 1 phn nh ngi tiu dng nhm ln sang
cc dng sa khc nh Vinamilk hay Ba V, iu ny cng l d hiu khi cc thng
hiu kia xut hin t lu v c kh nng lu li trong tm tr ca ngi tiu dng.
42
1.2.3. L do mua sn phm sa TH True Milk ln u tin.
Bng 4: L do mua sn phm sa TH True Milk ln u tin.
L do S lng T l phn trm

V nim tin ni sa sch 151 41.4%
V qung co li n tng su sc 44 12.1%
V n l sn phm mi nn mun dng th 102 27.9%
V bn b gii thiu 56 15.3%
Khc 12 3.3%
Hnh 9: T l phn trm ca l do mua sn phm TH ln u tin ca ngi tiu

dng.
41.4% ngi tiu dng chn mua sn phm TH True Milk l do tin tng vo sa
sch, tip l 27.9% chn mua do l sn phm mi nn mun dng th, cn li l
c bn b gii thiu( chim 15.3%) v s n tng thng qua qung co( chim
12.2%). Thng qua biu c th thy c rng nim tin ni sa sch ca ngi tiu
dng l rt ln tc ng n quyt nh mua hng ca h. Nim tin y chnh xut
pht t thng ip qung co sa sch, nh vy qung co c nh hng ln ti
vic hnh thnh nim tin ni ngi tiu dng v t nh hng n hnh vi mua ca
43
h.
Tm li, bn cnh cc nhm yu t v thng ip, bao b sn phm, a im mua,
knh qung co th cc nhm bin c lp nh hnh thc qung co hay s lng,
nim tin cng th hin c tc ng ca qung co n hnh vi mua ca ngi tiu
dng.
1.2.4. a im mua sa TH True Milk ca ngi tiu dng.
Bng 5: a im mua sa TH True Milk ca ngi tiu dng.
a im S lng T l phn trm

Siu th 49 20%
TH True Mart 77 31.4%
Ca hng bn l 116 47.3%
Khc 3 1.2%
Tng 245 100%
47.3% v 31.4% ngi tiu dng mua sn phm TH True Milk cc ca hng bn
l , v TH True Mart. Cn li khong 20% t l ngi mua cc siu th v mt phn
rt it 1.2% mua ni khc. Thng thng a s ngi tiu dng Vit Nam u c thi
quen mua sa cc ca hnh tp ha, bn l hay siu th, mt iu c bit TH
chnh l chui ca hng TH True Mart. S xut hin ca TH True Mart lm thay
i xu hng mua sn phm sa ca ngi tiu dng, rt nhiu ngi chn TH
True Mart l a im mua cho mnh. y cng l mt cch qung co v sn
phm sa v cng l ni to s yn tm cho khch hng v sn phm. Da vo bng
s liu cho thy ngi tiu dng bt u lu tm ti chui ca hng TH True Mart
v y cng l ng lc cho cng ty m rng thm chui ca hng TH True Mart trn
ton Vit Nam.
44
1.2.5. Mc thng xuyn s dng sn phm TH True Milk.
Bng 6: Mc thng xuyn s dng sn phm TH True Milk.
Mc S lng T l phn trm

Rt thng xuyn 43 17.6%
Thng xuyn 76 31%
Bnh thng 54 22%
Thnh thong 43 17.6%
Rt him khi 29 11.8%
Tng 245 100%
Hnh 10: T l phn trm mc s dng sa TH True Milk.
Mc s dng sa TH True Milk tng i ng u t rt thng xuyn n

thnh thong, him khi (t 17.6% cho rt thng xuyn n 11.8% cho rt him khi).
Nhn chung mu kho st ca nghin cu th mc s dng cn mc trung bnh,
tuy nhin iu cng hp l do vic s dng sa Vit Nam vn cn t hn so vi
trong khu vc.
45
1.2.6. tui ngi s dng sn phm sa TH True Milk.
Bng 7: tui ngi s dng sn phm sa TH True Milk.
Tui ngi s dng S lng T l phn trm

<18 83 33.9%
18-25 121 49.4%
25-45 38 15.5%
>45 3 1.2%
Tng 245 100.0%
tui t 18-25 chim 49.4% tng s lng ngi s dng , tip l tui b
hn 18 chim 33.9%. bn cnh 15.5% ngi s dng tui t 25-45, v rt him ch
c 1.2% ngi s dng trn 45 tui. Thng qua bng s liu cho thy c khch
hng tim nng s dng sa TH True Milk chnh l tui t khong 18-25 tui. y
l la tui c nhu cu s dng sa cao v c nhiu c hi tip nhn qung co nhiu
nht qua rt nhiu knh thng tin nh truyn hnh, bo giy, bo mng, website.
Chnh v th m qung co cng tc ng mt phn khng nh ti hnh vi mua cc
tui khc nhau ca ngi tiu dng. Mt l do na l do cc sn phm sa TH hin
ti phc v nhu cu nhiu nht v ph hp vi la tui tr. Trong tng lai gn cng
ty cng ang pht trin cc sn phm mi dnh cho cc la tui khc nhau nhm a
dng ha cc thnh phn ngi tiu dng.
1.2.7. S lng mua mi ln ca ngi tiu dng.
Bng 8: S lng mua ca ngi tiu dng.
S lng mua S lng T l phn trm

Mua l tng hp 41 16.7%
Mt lc/ ln 138 56.3%
Mt thng/ ln 59 24.1%
Nhiu hn mt thng 7 2.9%
Tng 245 100.0%
a s ngi tiu dng u mua mt lc /ln (chim 56.3%) v l do tin dng v

ch yu l mua cc ca hng bn l, bn cnh vic pht trin cc chui ca hng
46
True Mart cng lm tng t l mua hng v ch yu ngi tiu dng mua vi s lng
ln 1 thng/ln y.
1.2.8. Mc hi lng i vi sa TH True Milk.
Bng 9: Mc hi lng vi sn phm sa TH True Milk.
Mc hi lng S lng T l phn trm

Rt khng hi lng 6 2.4%
Khng hi lng 29 11.8%
Bnh thng 55 22.4%
Hi lng 82 33.5%
Rt hi lng 73 29.8%
Tng 245 100.0%
Hnh 11: Mc hi lng ca ngi tiu dng v sn phm sa TH True Milk.
29.8% ngi tiu dng rt hi lng vi sn phm sa TH True Milk, t l hi lng

chim cao nht 33.5% , tip theo l bnh thng vi mc 22.4%. S khng hi lng
ch chim 1 t l rt nh khong 11.8% v 2.4% rt khng hi lng. Nhn chung ngi
tiu dng u nh gi cao cht lng ca sn phm sa TH True Milk vi mc
hi lng cao. y chnh l thnh cng i vi bt k mt sn phm no trn th trng
tha mn c nhu cu ca ngi dng. Vic ra i sau nhng TH chim c
47
lng tin ca ngi tiu dng chnh l bc m vng chc cho s pht trin ca cng
ty sau ny.
2. Kim nh cc gi thuyt.
2.1 Kim nh gi thuyt tng hp.

Cc yu t - bin c nhm theo m hnh l thuyt xut. tin cy ca cc
nhm bin c xc nh bng Cronbach Anphal, mc chp nhn c i vi
Cronbach Anphal l 0.7.
Bng 10: Kt qu kim nh tin cy ca cc bin ( Cronbach anphal).
Cronbach anphal S bin

0.881 5
Gi tr Cronbach Anphal 0.881 cho thy 5 bin (quyt nh mua, phng tin
qung co, thit k bao b, thng ip qung co v h thng ca hng TH True Mart)
c s dng cho vic kim nh l ng tin cy . kim nh mi tng gia cc
bin trong m hnh, phng php phn tch m hnh cu trc tuyn tnh c s dng.
Vi cc hm hi quy bi, kim nh s c lp gia cc bin, cc h s Tolerance
v VIF cng c bo co, nu Tolerance nh hn 0.05 hay VIF vt qu 20 th xy
ra hin tng a cng tuyn (Tolerance = 1/VIF). S ph hp ca m hnh c ch ra
bi gi tr thng k F v mc ngha tng ng. Trong tt c cc trng hp c
trnh by sau y, cc h s ny u tha mn mt hm ph hp (p-gi tr ca F =
0.000 v khng xy ra a cng tuyn gia cc bin c lp).
Vi hm quyt nh mua, hi quy thc hin 2 bc vi bin ph thuc l quyt

nh mua, cc bin c lp ln 1 bao gm phng tin qung co, nhm thit k bao
b sn phm, nhm thng ip qung co v nhm chui ca hng TH True Milk
(trong cc bin c cng v ly gi tr trung bnh vi tng nhm bin), ln 2 cc
yu t trong tng nhm bin s c c th ha.
48
Bng 11: Kt qu hi qui hm quyt nh mua.
H s Thng Mc H s kim nh
hi qui k ngha cng tuyn
Cc bin c lp chun Student Tolerance VIF
ha
Hng s 4.318 0.000

Phng tin qung co 0.379 5.310 0.000 0.183 5.465
Thng ip qung co 0.322 2.030 0.000 0.222 4.504
Thit k bao b 0.132 4.342 0.043 0.170 5.871
H thng ca hng TH True Mart 0.094 1.216 0.225 0.157 0.357
Bin ph thuc: Quyt nh mua , R2 hiu chnh = 0.776, F= 207.727, p= 0.000
Vi R2 hiu chnh = 0.776, c 4 bin c lp gii thch 77.6% s bin ng

ca quyt nh mua.Vi mc ngha 0.05, tr bin h thng ca hng TH True Mart,
cc h s hi quy cn li u c ngha thng k. Phng trnh hi qui c a ra
nh sau: QM= 0.379 PTQC + 0.322 TQC + 0.132 TKBB + 0.094 THTM
Da vo phng trnh hi qui trn, ta thy phng tin qung co (h s hi qui chun
ha cao nht = 0.379) l bin c nh hng ln nht ti quyt nh mua. Ngoi ra
bin thng ip qung co v thit k bao b, theo th t c tm quan trng khng nh
ti bin ph thuc quyt nh mua. H s hi qui chun ha thp nht ( = 0.094), l
ca bin h thng ca hng TH True Mart. iu ny chng t, s ra i ca chui ca
hng TH True Mart cha c nh hng nhiu ti quyt nh mua sn phm sa TH
True Milk ca ngi tiu dng.
49
2.2. Kim nh gi thuyt nhm bin.
Bng 12: Kt qu kim nh tin cy ca nhm bin ( Cronbach anphal).
tin cy S lng
Cronbach bin
Nhm bin
Anphal
Phng tin qung co 0.861 3
Thng ip qung co 0.914 4

Nhn t nh hng H thng ca hng Th True 0.920 5
Mart
Thit k bao b sn phm 0.878 2
Cc gi tr Cronbach Anphal cho thy cc bin c s dng cho vic kim

nh l ng tin cy, vi mc thp nht t 0.861, cao nht l 0.920. Vi hm quyt
nh mua, hi quy ln 2 thc hin vi bin ph thuc l quyt nh mua sn phm sa
TH True Milk , cc bin c lp l theo tng nhm phng tin qung co, nhm thit
k bao b sn phm, nhm thng ip qung co v nhm chui ca hng TH True
Milk.
2.2.1. Kim nh gi thuyt v nhm bin knh qung co.

Bng 13: Kt qu hi qui hm quyt nh mua nh hng bi knh qung
co.
Cc bin c lp hi qui k ngha cng tuyn
chun Student Tolerance Tolerance
ha
Hng s 5.805 0.000
S a dng phong ph ca hnh 0.340 6.497 0.000 0.421 2.374
thc qung co
S hp l ca tn sut qung co 0.362 6.944 0.000 0.425 2.351
S hp l ca thi im qung co 0.255 5.363 0.000 0.509 1.966
50
R2 hiu chnh = 0.722, do vy c 3 bin c lp gii thch 72.2% s bin ng ca

quyt nh mua. Vi mc ngha 0.05, cc h s hi quy u c ngha thng k.
Phng trnh hi qui tuyn tnh ca nhm bin phng tin qung co c a ra
nh sau: QM = 0.340 HT + 0.362 TS + 0.255 T. Cng tc ng ca cc nhn
t c sp xp gim dn l: tn sut qung co, hnh thc qung co v thi im
qung co ( = 0.362, = 0.340, =0.255). Vi h s hi qui chun ha cao nht =
0.362, c th thy rng tn sut qung co c nh hng ln nht ti hnh vi mua ca
ngi tiu dng. Tuy nhin, do cc h s hi qui chun ha chnh lch nhau khng
ng k, nn c ba bin c lp thuc nhm bin trn u c sc nh hng kh r
rng v gn nh ging nhau ti quyt nh mua ca ngi tiu dng.
2.2.2. Kim nh gii thuyt v nhm bin thng ip qung co.

Bng 14: Kt qu hm hi qui quyt nh mua nh hng bi thng ip
qung co.
hi k cng tuyn
Cc bin c lp qui Student ngha Tolerance Tolerance
chun
ha
Hng s 6.421 0.000
S ngn gn, d nh ca thng ip 0.254 4.279 0.000 0.335 2.988
Thng ip mang li cm gic yn 0.272 4.710 0.000 0.352 2.839

tm cho khch hng
S gn gi, thn thuc ca thng 0.274 4.508 0.000 0.318 3.144
ip
Cch truyn ti sinh ng ca thng 0.145 2.651 0.000 0.396 2.527
ip
Cc bin c lp gii thch 71.3% s thay i ca bin quyt nh mua.Vi mc
ngha 0.05, c 4 bin c lp u c tc ng c ngha thng k. Phng trnh hi
51
qui tuyn tnh l: QM = 0.254 NG + 0.272 YT + 0.274 GG + 0.145 S. Vi h s
hi qui chun ha ln, gn nh tng ng nhau, hai bin thng ip gn gi, thng
ip mang li cm gic yn tm ng vai tr nh hng quan trng nht ti quyt nh
mua ca ngi tiu dng. Xp ngay sau l bin s ngn gn, d nh ca thng ip
qung co ( = 0.254). Do s chnh lch v h s hi qui chun ha vi hai bin trc
l kh nh, v vy mc nh hng ca bin ny ti quyt nh mua ca ngi tiu
dng c tnh l ng k. Ngc li, thng ip c truyn ti mt cch sinh ng
c tm quan trng t nht trong qu trnh a ra quyt nh mua ca khch hng (h s
hi qui chun ha thp nht ( = 0.145)
2.2.3. Kim nh gi thuyt v nhm bin thit k bao b.

Bng 15: Kt qu hi qui hm quyt nh mua nh hng bi thit k bao b
sn phm.
H s Thng k Mc H s kim nh cng

Cc bin c lp hi qui Student ngha tuyn
chun Tolerance Tolerance
ha
Hng s 8.410 0.000
Bao b thit k trang nh, 0.327 5.255 0.000 0.388 2.578
hi ha c tnh ngh thut
cao
Thit k bao b mang li 0.515 8.268 0.000 0.388 2.578
cm gic trong lnh
R2 hiu chnh= 0.633, do vy cc bin c lp gii thch 63.3% s thay i ca

quyt nh mua .Vi mc ngha 0.05, cc h s hi qui chun ha u c ngha
thng k. Phng trnh hi qui tuyn tnh nh sau: QM = 0.327 NTC + 0.515 TL.
Vi h s hi qui chun ha 0.515, tng i cao, gii thch mi quan h thun ca
hnh vi mua vi thit k trong lnh ca bao b sn phm. Ngoi ra, vic bao b c
thit k trang nh, c tnh ngh thut cao cng nh hng khng nh ti quyt nh
mua sn phm sa TH True Milk ca ngi tiu dng.
52
2.2.4. Kim nh gi thuyt v nhm bin h thng ca hng TH True
Mart.
Bng 16: Kt qu hm hi qui quyt nh mua nh hng bi h thng ca
hng TH True Mart.
Cc bin c lp H s Thng Mc H s kim nh

hi qui k ngha cng tuyn
chun Student Tolerance Tolerance
ha
Hng s 6.536 0.000
S sch s, gn gng ca h 0.303 4.400 0.000 0.281 3.558
thng ca hng
S phc v nhit tnh ca 0.231 3.638 0.000 0,331 3.017
nhn vin bn hng
H thng ca hng l chui 0.140 2.268 0.000 0.352 2.838
ca hng c quyn u tin
Vit Nam
S yn tm v cht lng, gi 0.176 2.620 0.009 0.298 3.360
c cho ngi tiu dng
V tr ca ca hng 0.080 1.504 0.134 0.476 2.103
Cc bin c lp gii thch 67.4% s thay i ca bin quyt nh mua.Vi mc

ngha 0.05, tr bin v tr ca hng, cc bin cn li u c ngha thng k. Phng
trnh hi qui tuyn tnh ca nhm bin ny l:
QM = 0.303 SS + 0.231 NT + 0.140 Q + 0.176 YTG + 0.08 VT
Vi h s hi qui cao nht ( = 0. 303), s sch s, gn gng ca h thng ca hng

ng vai tr quan trng trong vic nh hng ti quyt nh mua ca ngi tiu dng.
Bn cnh , s phc v nhit tnh ca nhn vin bn hng v s yn tm v cht
lng, gi c cho ngi tiu dng ln cng c mi quan h thun vi quyt nh mua,
nhng cng nh hng t hn ( = 0.231, = 0.176, theo th t). S xut hin
ca h thng ca hng TH True Mart nh mt chui ca hng sa c quyn, ch c
nh hng mc nht nh (xp th t = 0.140). C mc nh hng thp nht l
bin s thun li ca v tr ca hng ( = 0.080). Tuy bin ny khng c ngha thng
53
k, nhng i vi bi nghn cu ni ring, quyt nh mua sn phm sa TH True
Mart ca ngi .tiu dng, khng chu nh hng nhiu bi vic t a im TH True
Mart
54
CHNG 5. KT LUN, MT S KHUYN NGH V XUT
1. Kt lun.
Thng qua vic kim nh cc gi thuyt c a ra bng cc hm hi quy, kt
lun thu c l hm hi qui cc nhn t ca chin lc qung co nh hng ti
hnh vi mua ca ngi tiu dng. Cc bin phng tin qung co, thng ip qung
co, thit k bao b sn phm, h thng ca hng TH True Mart u c quan h thun
vi hnh vi mua ca ngi tiu dng. iu ny c th hin trong kt qu bi
nghin cu. Tuy nhin mi nhn t mc nh hng l khc nhau. Nhm bin c
nh hng ln nht ti hnh vi mua l cc nhn t ca phng tin qung co, tip
theo l thng ip qung co, bao b sn phm v nh hng ca h thng ca
hng cha thc s tc ng nhiu ti ngi tiu dng v n th hin r rng trong
kt qu bi nghin cu vi mc nh hng v tr th (3) v (4). Khi nhm nghin
cu thc hin phn tch su sc hn na cc nhn t ny th mt ln na kt qu cho
thy rng mi nhn t trong cc nhm bin u c s tc ng ti hnh vi mua ca
ngi tiu dng.
Trong nhm bin phng tin qung co th tn sut qung co c nh hng ln

nht (1) tip theo l hnh thc qung co a dng phong ph (2) v thi im qung
co c tc ng nh nht (3). TH True Milk tm hiu khch hng tim nng ca
mnh s dng v tin cy nhng ngun thng tin no, t tm ra v ch trng vo cc
knh qung co chnh nh truyn hnh, bo, tp ch, qung co ngoi tri. S ph hp
ca th trng mc tiu vi phng tin thng tin i chng c la chn vi mt
tn sut qung co hp l gip TH True Milk c mt v tr nht nh trong lng
ngi tiu dng.
nhm bin thng ip qung co th c ba nhn t thng ip ngn gn d nh,
thng ip to cm gic yn tm v thng ip to cm gic gn gi u c mc tc
ng ln ti hnh vi mua ca ngi tiu dng, nhn t thng ip c truyn ti sinh
ng c tc ng nhng khng nhiu ti ngi tiu dng. TH True Milk chn cho
mnh mt thng ip ngn gn v rt d lu li trong tm tr ngi tiu dng sa
sch c bit l vo thi im ngi tiu dng Vit Nam v th gii ni chung ang
bng hong v khng hong Melamine trong sa. Nh la chn mt thng ip ng
55
n, c, mang li cm gic yn tm cho khch hng, qung co ca TH True Milk
gp phn nh hng khng nh vo quyt nh mua ca ngi tiu dng.
Nhm bin tip theo l thit k bao b sn phm, t kt qu kim nh chng ta c
th thy cc nhn t ca bin thng ip c nh hng rt mnh ti vic hnh vi mua
ca ngi tiu dng, c bit l thit k bao b to cho khch hng cm gic trong lnh
v yn tm. Bn cnh th nhn t s thit k hi ha, trang nh ca bao b cng c
nh hng nhiu ti ngi tiu dng. TH True Milk, bao b sn phm c thit k
rt n gin vi gam mu xanh, trng tinh khit lm ch o, t cng lm tang tnh
thuyt phc ca sa sch, tht s thin nhin. l l do gii thch ti sao, thit k
bao b trong lnh li c nh hng nhiu ti quyt nh mua sn phm sa TH True
Milk.
Nhm bin cui cng l a im ca h thng ca hng, nhm nghin cu
nhn ra rng mc ngha ca s liu cho thy rng nhm bin ny khng c nh
hng ti hnh vi mua ca ngi tiu dng v mt thng k m n ch c tc ng
nh hng trong mu kho st. Ca hng ca TH True Mart s dng ti a gam mu
trng v xanh ti mt to cm gic tit trng, sach s. Ca hng rt d nhn din trn
ph bi nh sng v mu sc. Bc vo ca hng cm nhn mi hng t sn phm
v v mt lnh ca hp sa c bo qun, ng phc nhn vin to cm gic h bc
ra t trang tri nui b sa th thit. Tt c nhng iu ny gii thch s nh hng
ln ca bin s sch s gn gng ca h thng ca hng, s phc v nhit tnh ca
nhn vin v chui ca hng sa c quyn u tin Vit Nam ti hnh vi mua ca
ngi tiu dng.
2. ng gp mi ca ti.
ti nghin cu v nh hng ca chin lc qung co n hnh vi mua ca

ngi tiu dng m c bit l i su phn tch hot ng qung co. i vi khoa
hc, ti ch ra c mi quan h tc ng gia cc yu t trong hot ng qung
co vi hnh vi mua ca ngi tiu dng. Hot ng qung co ph thuc vo nhiu
yu t , y c th thy ng gp mi ca ti l ch ra c mc tc ng ca
cc yu t trong hot ng qung co n hnh vi mua ca ngi tiu dng. Trong
ni bt chnh l phng tin qung co v thng ip c nh hng mnh m nht,
56
bn cnh cn c vic thit k bao b sn phm. ti cng cung cp c cc ti
liu lin quan n chin lc qung co v hnh vi mua ca ngi tiu dng gip cho
cc nghin sau c ci nhn tng th hn v ch ny.
i vi thc tin, nhm nghin cu ch ra c cc nhn t ca chin lc
qung co nh hng thng qua nh gi khch quan ca ngi tiu dng trn a bn
3. Hn ch ca ti.
Nghin cu nh hng ca qung co ti hnh vi mua ca ngi tiu dng l
ti kh mi m Vit Nam. V vy trong qu trnh nghin cu, nhm chng ti gp
phi mt s hn ch nh sau:
Th nht, do ti m nhm chn nghin cu cn mi v vy vic tham kho cc

cng trnh nghin cu, cng nh cc ti liu tham kho cn gp nhiu kh khn.
Bn cnh chin lc qung co l mt mng kh rng v chng ti cha phn tch
mt cch ton din v tt c cc yu t ca qung co c nh hng ti quyt nh
mua ca ngi tiu dng.
Th hai, do ti nghin cu lin quan ti cc thng tin chin lc ca cng ty

c phn sa TH True Milk, l mt cng ty c thnh lp cha lu v vy vic thu
thp s liu cc thng tin v cng ty l mt trong nhng kh khn ca ti. c bit,
nhm nghin cu khng tip cn c cc thng tin v ngn sch chi cho qung co
ca TH True Milk mc d n l mt phn nm trong chin lc qung co. Tuy nhin,
xt thy ngn sch qung co ch c tc ng gin tip ti hnh vi mua ca ngi tiu
dng thng qua cc hot ng qung co khc, do vy hn ch ny ny khng gy qu
nhiu cn tr trong qua trnh thc hin ti.
Th ba, do hn ch v thi gian v ngun lc, ti mi ch tp trung thc hin

kho st ngi tiu dng trn a bn ni thnh H Ni, v vy nhng gi a ra cho
cc cng ty khc d bao qut nhng cha thc s chi tit v su xa.Vic kho st
ngi tiu dng vi quy m rng hn s gip ti tm ra mc nh hng ca
chin lc qung co ti hnh vi mua ca ngi tiu dng chnh xc hn v y
hn.
4. Gi ca ti.
57
Qua kt qu nghin cu nhm ch ra c cc yu t ca chin lc qung co
m ch yu l hot ng qung co nh hng ti hnh vi mua ca ngi tiu dng.
Quan trng nht trong hot ng qung co chnh l knh qung co v thng ip.
Chnh v th cc cng ty mun pht trin thng hiu thng qua hot ng qung co
nn ch trng n u t xy dng cc knh qung co v thng ip ph hp vi sn
phm. Ngoi ra vic xc nh cho mnh c khch hng mc tiu ng n cng s
gip cng ty hoch nh c chin lc qung co hp l. ti nghin cu ti cng
ty TH True Milk vi chin lc qung co ginh li th tin phong- in hnh cho s
thnh cng trong chin lc qung co, t cc cng ty khc c th hc tp c
nhng im mi ca TH v c cch p dng cho cng ty mnh.
58
DANH MC TI LIU THAM KHO
Ti liu tham kho ting Anh.

1. Philip Kotler. (2003) Marketing insights from A to Z.
2. Solomon. (1997) Consumer Behavior, Prentice Hall International.
3. Neal, Quester and Hawkin. (2003) Consumer Behavior, Prentice Hall International.
4. Philip Kotler. (2001) Principles of marketing, Prentice Hall International.
5. J. Paul Peter, Jerry C. Olson. (1999) Consumer Behavior and Marketing Strategy,
Irwin McGraw Hill.
6. Michael R. Solomon, Consumer behavior, buying, having, and being, 9th.
7. Gary Armstrong & Philip Kotler. (1998)Marketing an introduction global edition.

8. Michael E. Porter , Competitive advantage.
9. Wayne D. Hoyer, Deborah J. MacInnis, Consumer behavior.
10. Englewood Cliffs. ( 1991) Consumer Behavior, Prentice Hall.
Ti liu tham kho ting Vit.
1. PGS.Trn Minh o.( 2002) Gio trnh Marketing cn bn, NXB Thng k H
Ni.
2. Philip Kotler. (2000) Nhng nguyn l tip th, NXB Thng k.
3. Philip Kotler. (1998) Marketing cn bn, Nh xut bn thng k.
4. Frank, Robert. (1994) Hnh vi ngi tiu dng, LonDon: Mc Graw Hill.
5. Nguyn Vit Lm. (2004) Gio trnh Nghin cu Marketing, NXB thng k H
Ni.
59
6. Nguyn Vn Liu, Nguyn nh C, Nguyn Quc Anh. (2000) SPSS - ng dng
phn tch d liu trong qun tr kinh doanh v khoa hc t nhin x hi, NXB Giao
thng vn ti, H Ni.
7. Al Ries v Jack Trout. (2010) 22 quy lut bt bin trong Marketing.
8. V Qunh, Qung co v cc hnh thc qung co hiu qu nht.
9. Hoch nh chin lc marketing hiu qu- NXB tng hp TP HCM, 2008
10. Bi c: L Hng : Mt s nhn t chi phi hnh vi tiu dng ca ngi dn i

vi sn phm ca cc doanh nghip t nhn, Tp ch Tm l hc, Thng 4/05, trang
26- trang 30.
Ti liu tham kho online.

http://en.wikipedia.org/wiki/Main_Page
http://branddance.vn/2012/09/10/th-true-milk-khac-biet-hoa-thuong-hieu-bang-chat-
luong-theo-cam-nhan.html
http://gik.vn/1308-72a13254fd-Cau-chuyen-cua-TH-TrueMilk.html
http://thtruemilk37.blogspot.com/
http://chienluocmarketing.wordpress.com/tag/chi%E1%BA%BFn-
l%C6%B0%E1%BB%A3c-ti%E1%BA%BFp-th%E1%BB%8B/
http://marketing.24h.com.vn/brand-marketing/tin-tuc-thuong-hieu/th-true-milk-hay-
chuyen-chien-luoc-vuot-ke-thong-tri/
60
PH LC
Ph lc I. Nhm cc cu hi chuyn su
1. Anh/ch bit ti sn phm sa TH True Milk nh th no?
2. Anh/ch bit ti sn phm sa TH True Milk qua knh no?
3. Anh/ch bit ti sn phm sa TH True Milk lu cha?
4. Anh/ch bit ti sn phm mi ca TH True Milk qua knh qung co no?
5. Anh/ch c nh biu tng logo ca TH True Milk khng? Theo anh/ch logo
ny c d nhn bit v phn bit so vi cc thng hiu khc cung cp sn
phm tng ng khng?
6. Anh/ch c nh khu hiu, slogan ca TH True Milk khng? Theo anh/ch

slogan c d nh v phn bit khng?
7. nh gi ca anh/ch v bao b sn phm sa TH True Milk?
8. nh gi ca anh/ch v thng ip sa sch, tht s thin nhin
9. Thng ip qung co c tc ng n quyt nh mua hng ca anh/ch

khng?
10. Anh/ch thng xuyn mua sn phm sa TH True Milk u?
11. Anh/ch bit ti chui ca hng TH True Mart qua knh thng tin no?
12. Anh/ch c n tng g v chui ca hng TH True Mart?
13. L do anh/ch chn mua sn phm sa TH True Milk ln u tiu l g?
14. L do anh/ch tip tc s dng sn phm sa TH True Milk?
15. Anh/ch chn mua sn phm sa TH True Milk cho ai? tui ngi s dng?
mc thng xuyn
16. Anh/ch c hi lng khi s dng sn phm sa TH True Milk khng?
61
Ph lc II. Phiu iu tra
PHIU IU TRA
Nhm phc v cho ti nghin cu khoa hc Chin lc qung co nh hng

ti hnh vi mua ca ngi tiu dng nghin cu trng hp cng ty sa TH True
Milk, nhm sinh vin lp QH 2011-E QTKD, Khoa Qun tr kinh doanh, Trng
i hc Kinh T, HQGHN xin trng cu kin ca cc anh/ch v cc vn c
lin quan vic ra quyt nh mua sn phm sa TH True Milk. Cc kin ng gp
ca cc anh/ch s ng gp quan trng vo kt qu ca ti. Nhng thng tin thu
c trong phiu iu tra s ch c s dng cho mc ch nghin cu.
Xin trn trng cm n qu anh/ch ng gp kin!
1. Anh/ch thuc tui no di y?

a. <18
b. 18 25
c. 25 35
d. 35 45
e. >45
2. Gii tnh.
a. Nam
b. N
3. Ngh nghip.
a. Hc sinh- sinh vin
b. Nhn vin vn phng
c. Cng nhn
d. Ni tr
e. Bn hng
f. Khc (Anh/ch vui lng vit r)
4. Anh/ch bit ti sn phm sa TH True Milk bng cch no?
(Anh/ch c th chn nhiu p n)
62
Xem qung co trn tivi
Nghe qung co trn radio
c trn bo
Thng quang bng rn, p phch
Thng qua s gii thiu ca bn b
Thng qua website
Qua t vn ngi bn hng
Qua qung co ngoi tri
Knh khc (Anh/ch vui lng vit r)
5. Anh/ ch s lm g khi bit ti qung co sn phm sa TH True Milk?
a. Gii thiu cho ngi khc
b. Quyt nh mua
c. Khng hnh ng g
d. Khc (Anh/ch vui lng vit r).
6. Anh/ch cho bit mc ng vi cc gi nh v hot ng qung co ca sn
phm sa TH True Milk. (Khoanh trn vo mc ng )
(Cho im mc ng : 1 Hon ton khng ng , 5- Hon ton ng ,)
Cc hnh thc qung co a dng, phong ph 1 2 3 4 5
Tn sut qung co hp l, khng b qu ti 1 2 3 4 5
Thi im qung co hp l, nh hng ti nhiu ngi 1 2 3 4 5
7. Nhc ti sn phm sa TH True Milk anh/ch nh nht ti iu g?

a. Sa sch tht s thin nhin
b. Sa ti nguyn cht 100%
c. Mt cm gic rt Yomost
d. Tho nguyn xanh sa mt lnh
e. Khc (Anh/ch vui lng vit r)..
63
8. Anh/ch cho bit mc ng ca anh/ch vi cc gi nh sau v bao b sn
phm sa Th True Milk.
(1-Hon ton khng ng , 5-Hon ton ng ,)
Bao b sn phm thit k trang nh, hi ha c tnh ngh thut 1 2 3 4 5

cao
Thit k bao b mang li cm gic trong lnh 1 2 3 4 5
9. Anh/ch cho bit mc ng ca anh/ch v cc gi nh sau v thng ip

qung co Tinh ty t nhin c gi vn nguyn trong tng git sa sch
(1-Hon ton khng ng , 5-Hon ton ng )
Thng ip ngn gn, d hiu, d lu li trong tm tr khc 1 2 3 4 5

hng
Thng ip mang li cm gic yn tm cho khch hng 1 2 3 4 5
Thng ip mang li cm gic gn gi, thn thuc 1 2 3 4 5
Thng ip c truyn ti mt cch sinh ng 1 2 3 4 5
10. Mc nh gi ca anh/ch vi h thng ca hng TH True Mart.

(1-Hon ton khng ng , 5-Hon ton ng )
To cm gic sch s, gn gng, sang trng 1 2 3 4 5

Nhn vin phc v nhit tnh 1 2 3 4 5
L chui ca hng sa c quyn u tin Vit Nam 1 2 3 4 5
To cho khch hng cm gic yn tm v cht lng, gi c 1 2 3 4 5
V tr ca hng thun li 1 2 3 4 5
11. Anh/ch thng mua sa TH True Milk.
64
a. Siu th
b. Chui ca hng TH True Mart
c. Cc ca hng bn l, tp ha
d. Khc (Anh/ch vui lng vit r)..
12. L do anh/ch mua sn phm sa TH True Milk.(Anh/ch c th chn nhiu p n)
V nim tin ni sa sch
V qung co li n tng su sc
V n l sn phm mi nn mun dng th
V bn b gii thiu
Khc (Anh/ch vui lng vit r)..
13. L do anh/ch tip tc s dng sn phm?

a. V cht lng tt
b. V s dng theo thi quen
c. V phc v cho ngi thn trong gia nh
d. Khc (Anh/ch vui lng vit r)..
14. Anh/ch chn mua sn phm sa TH True Milk cho tui no?
a. Di 18
b. T 18 - 25
c. T 25 45
d. Trn 45
15. Anh/ch c thng xuyn s dng sn phm sa TH True Milk khng. (1-
Rt him khi, 5- Rt thng xuyn,)
1 2 3 4 5
Rt thng xuyn Rt him khi
16. Mi ln anh/ch mua vi s lng l bao nhiu?

a. Mua l tng hp mt
65
b. Mt lc/ln
c. Mt thng/ln
d. Nhiu hn mt thng
17. Mc hi lng ca anh/ch khi s dng sn phm sa TH True Milk.
(1- Rt khng hi lng, 5-Rt hi lng,)
1 2 3 4 5
Rt hi lng Rt khng hi lng
Bng kho st kt thc ti y. Mt ln na cm n anh/ch ht lng ng h nhm

hon thnh bng kho st thu thp thng tin ny!
[Thng tin lin lc nhm]
Nguyn Vn Linh.Email. linhnguyen1693@gmail.com ST: 01693515970

H Th Ngc. Email. hothingoc93@gmail.com ST: 01666402435
ng Th Lin. Email. dangthilien.k56qtkd@gmail.com ST: 01692119982
66

Luan Van Quang Cao Tac Dong Den Hanh Vi Mua Sam TH Truemilk 64

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Luan Van Quang Cao Tac Dong Den Hanh Vi Mua Sam TH Truemilk 64

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I HC QUC GIA H NI

TN TI: NGHIN CU NH HNG CA CHIN LC

TRNG HP CNG TY C PHN SA TH TRUE MILK

Ging vin hng dn: Thc s. Nguyn Thu H

Sinh vin thc hin: H Th Ngc

TN TI: NGHIN CU NH HNG CA CHIN LC

TRNG HP CNG TY C PHN SA TH TRUE MILK

GING VIN HNG DN: Thc s. Nguyn Thu H

GING VIN PHN BIN:

Nhm nghin cu chng ti mun gi li cm n su sc ti tt c nhng ngi

u tin, nhm nghin cu mun gi li cm n su sc ti thc s Nguyn Thu

Bn cnh , trong sut qu trnh lm vic, nhm nghin cu cng nhn c

Cui cng, chng ti mun t lng bit n su sc ti trng i Hc Kinh T,

H ni, Ngy 1 thng 4 nm 2013

Nhm thc hin ti

TI NGHIN CU NH HNG CA CHIN LC

Da trn l thuyt v chin lc qung co v hnh vi ngi tiu dng, tng

THE EFFECTS OF ADVERTISING STRATEGY TO

CASE STUDY IN TH JOINT STOCK COMPANY

In this paper, the conceptual model of factors affecting consumers buying

DANH MC BNG ...................................................................................................... 2

DANH MC HNH ....................................................................................................... 3

1.Tnh cp thit ca ti............................................................................................... 4

2. Mc ch nghin cu. ................................................................................................. 4

3. i tng v phm vi nghin cu. ............................................................................. 5

4. Phng php nghin cu. ........................................................................................... 5

CHNG 1. C S L LUN V CHIN LC QUNG CO V HNH VI

A. CHIN LC QUNG CO.............................................................................. 7

1. nh ngha v qung co. ........................................................................................... 7

2. nh ngha chin lc qung co. .............................................................................. 8

3. Cc bc xy dng chin lc qung co. ................................................................. 9

3.1. Mc tiu ca qung co........................................................................................ 9

3.2. Quyt nh v ngn sch qung co. .................................................................. 10

3.3. Quyt nh thng ip qung co. ..................................................................... 10

3.4. La chn phng tin qung co. ...................................................................... 12

3.5. nh gi hiu qu ca qung co....................................................................... 13

B. HNH VI NGI TIU DNG. ......................................................................... 14

1. nh ngha ngi tiu dng. .................................................................................. 14

2. nh ngha hnh vi ngi tiu dng. ....................................................................... 14

3. Cc yu t nh hng ti hnh vi mua. .................................................................... 15

3.1. M hnh hnh vi ca ngi tiu dng. ............................................................... 15

4. Qu trnh a ra quyt nh mua. ............................................................................. 20

4.1. Nhn bit nhu cu............................................................................................... 20

4.2. Tm kim thng tin. ............................................................................................ 20

4.3. nh gi cc phng n. .................................................................................... 21

4.4. Quyt nh mua. ................................................................................................. 23

4.5. nh gi sau khi mua. ........................................................................................ 23

CHNG 2. GII THIU TNG QUAN V CNG TY C PHN SA TH

I. Tng quan v cng ty c phn sa TH True Milk. ................................................ 25

1. Lch s hnh thnh v pht trin. .............................................................................. 25

2. Tm nhn, s mnh v trit l kinh doanh ca cng ty. ............................................ 25

3. Thng tin sn phm. ................................................................................................. 26

5. Mt s du mc ng nh ca TH True Milk. ......................................................... 27

II. Chin lc qung co ca cng ty c phn sa TH True Milk. .............................. 27

1. Cc hnh thc qung co. ......................................................................................... 27

2. Thit k bao b sn phm. ......................................................................................... 28

3. Chui ca hng TH True Mart. ................................................................................ 28

4. Thng ip qung co.............................................................................................. 29

CHNG 3. PHNG PHP LUN V THIT K NGHIN CU .............. 31

1. Gi thuyt bi nghin cu. ..................................................................................... 31

1.1. Cc gi thuyt nghin cu nhm 1- V cc yu t ca knh qung co n

1.2. Cc gi thuyt nghin cu nhm 2 - V cc yu t ca thng ip n quyt

1.4. Cc gi thuyt nghin cu nhm 4 V cc yu t ca bao b n quyt nh