bai bao cao

Bo co kt qu nghin cu mn PPNCTKD

TM TT BO CONc gii kht c gas c xem l mt ngnh c tc tng trng cao bt chp cc cuc khng hong kinh t th gii. Nhiu nhn hiu nc gii kht c doanh thu tng ti 800%/nm. Vi 2 t lt nc gii kht t c trong nm 2010, bnh qun u ngi Vit Nam tiu th hn 23 lt. iu ng ch l trong nhng nm gn y xu th chung ca th trng nc gii kht l s st gim mnh m ca nc gii kht c gas v s tng trng ca cc loi nc khng c gas.Theo kho st ca mt cng ty nghin cu th trng hng nm, th trng nc gii kht khng gas tng 10% trong khi nc c gas gim 5%. Nh vy ta c th thy mc tiu th nc c gas trn th trng t n ngng "bo ha" v d kin s gim khong 5-6% trong cc nm ti. Tuy vy nc gii kht c gas vn l mt ngnh hp dn v em li mc li nhun cao, vn t ra y l cc nh sn xut mi gia nhp ngnh cn tm hiu k v xu hng th hiu ca ngi tiu dng cng nh cc phng thc tip cn khch hng hiu qu m cc nhng ng ln nh Coca Cola, Pepsi tm ra phng n kinh doanh hp l cho cng ty mnh. Bi bo co ca nhm c xy dng da trn bi cnh nh trn v vi mc tiu mun c mt ci nhn khch quan tng th v th trng nc gii kht c gas ni chung v vi nhn hng Big Cola ca tp on AJE Group ni ring. Nhm thc hin vic kho st da trn nhng gi thuyt v i tng cng nh phm vi nghin cu da trn nhn xt ch quan v cc s liu th cp trn cc website rng i tng tiu th nc ngt c gas ch yu l hc sinh, sinh vin cc thnh ph ln. V vy nhm xc nh i tng mc tiu l hc sinh THPT v sinh vin i hc trong thnh ph H Ch Minh. Vic xc nh ny cng ph thuc nhiu vo kh nng thc hin kho st ca nhm nn kt qu cng mang tnh tng i, cn nhiu sai st do khng c iu kin theo st tng p vin trong qu trnh kho st. Tuy vy, bi kho st cng c im mnh do nhm thc hin kho st trn s lng ln v ch chn lc ra 100 mu hp l v hon chnh nht. Bi bo co c chia lm 3 phn chnh: - Phn gii thiu nhm s trnh by v phm vi, i tng, mc tiu cng nh phng php nghin cu. Phn ny s gip ngi c nm c c s thc hin bi bo co cng nh cch thc x l t c mc tiu m bi bo co hng ti.1

Bo co kt qu nghin cu mn PPNCTKD- Phn kt qu nghin cu nhm s i su vo phn tch tng cu hi m nhm a ra da

trn vic phn tch cc biu phn trm cng nh bng s liu kt qu cui cng sau khi x l qua cng c SPSS v Excel. Sau nhm s tng hp li cc kt qu ni bt nht mang li nhng thng tin chi tit phc v cho mc tiu ra. Phn ny s gip ngi c nm c kt qu r rng v d hiu nht, ng thi cng t rt ra c nhng c im ni bt ca th trng nc gii kht c gas cng nh xc nh xu hng tiu dng cng nh nhng mi quan tm ca ngi tiu dng.- Cui cng l phn kt lun v kin ngh nhm s m t li bc tranh v th trng nc

gii kht c gas da trn cc kt qu nghin cu ni trn. Sau nhm s xut mt vi kin ngh cc doanh nghip c th tng u th cnh tranh ca mnh. Cc kin ngh a ra da trn vic phn tch tng cu hi v kt qu tng hp m phn kt qu nghin cu em li.

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I.

GII THIU: 1. Phm vi nghin cu:

Nhn ra i tng khch hng tiu th ch yu ca ngnh hng nc ngt c gas l hc sinh, sinh vin cc thnh ph ln, nhm thc hin nghin cu trn 100 i tng hc sinh, sinh vin cc trng trung hc ph thng v i hc trong thnh ph H Ch Minh. 2. Mc tiu nghin cu: Mc tiu 1: M t bc tranh th trng nc gii kht c gas vi i tng l hc sinh

THPT v sinh vin i hc. Trong i chi tit vo xc nh thi quen tiu dng, mua sm, xu hng s thch tiu dng v hng v, nhn hiu cng nh cc phng thc qung co, phn phi em li hiu qu cao. Mc tiu 2: Tm hiu t nh gi phng thc qung co, tip cn khch hng ca

nhn hng Big Cola ca tp on AJE Group. 3. Phng php nghin cu: a. Phng php thu thp: - Kt qu thu thp bng cch s dng bng cu hi kho st trc tip 50 hc sinh THPT v 50 sinh vin cc trng i hc trong thnh ph H Ch Minh. - Kt qu c thu thp di dng nh lng v nh tnh: o Nghin cu nh lng cho ta s liu v mc s dng sn phm cng nh nhng mi quan tm v gi c ca ngi tiu dng.3

Bo co kt qu nghin cu mn PPNCTKDo Nghin cu nh tnh cho ta bit v xu hng mua sm v ni chn, hng v, nhn hiu cng nh nhng mi quan tm ca ngi tiu dng i vi sn phm. b. Phng php x l: da trn cng c SPSS v Excel - Vi cc cu hi n gin th thng k v tnh phn trm, sau v biu v nhn xt. - Vi cc cu hi xp hng th thng k s ln xut hin v cho im cc p ng, sau v biu v nhn xt.

II.

KT QU NGHIN CU: 1. Phn tch kt qu t cc cu hi:

Cu 1: o lng mc s dng nc ngt c gas (Xem ph lc 1)

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Biu cho thy s hc sinh, sinh vin tiu th nc ngt c gas c mc 2 3 ln/tun l cao nht vi t l l 35%, tip theo l 1 ln/tun chim 31%. S ngi tiu th nc ngt c gas vi mc nhiu chim t l khng cao( 8% ). Ch c 4% hc sinh sinh vin l khng bao gi s dng nc ngt c gas. Hcsinh, sinh vin l th trng tiu th nc ngt c gas ln, cn c xem l th trng ch lc ca cc nh sn xut v c quan tm ng mc.

Cu 2: Ngi tiu dng mua sn phm u ( Xem ph lc 2)

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Nhn vo biu ta thy sn phm ch yu c mua qun nc-qun n vi t l l 45.4%. Cc cng ty cn to mng li phn phi n cc qun nc-qun n cng rng cng tt. Bn cnh cng nn ch trng n tim tp ha v siu thi. Cu 3: Mc mua sn phm (Xem ph lc cu 3) o Cu 3.1: Mc mua sn phm ti qun nc, qun n

Qun nc l ni sn phm nc ngt c gas c mua nhiu nht ( 82.3% hc sinh sinh vin c kho st thng xuyn mua nc ngt ti qun nc) y l ni sn phm c s dng nhiu nht.6

Bo co kt qu nghin cu mn PPNCTKD y l knh phn phi cn c quan tm nht, sn phm c phn phi n cng nhiu

qun nc th mc tiu th s cng cao. o Cu 3.2: Mc mua sn phm ti tim tp ha

Qua biu , mc mua sn phm ti tim tp ha kh l cao (57.4% s ngi kho st ni rng h thng xuyn mua sn phm ti tim tp ha) S ngi t khi mua cng chim t l kh cao (38.5%), tuy nhin h c th tr thnh khch hng thng xuyn ca tim tp ha trong tng lai. y l knh phn phi c hiu qu tng i cao, cn tip tc khai thc v nng cp knh phn phi ny.

o Cu 3.3: Mc mua ti siu th

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Da vo biu , ta thy mc mua sn phm ti siu th t mc trung bnh (s ngi c kho st thng xuyn mua sn phm siu th chim 40.6%). Vi knh phn phi ny, hc sinh-sinh vin c th mua c sn phm vi gi gn vi gi gc nht nh sn xut cn khai thc, nng cp knh phn phi ny. o Cu 3.4: Mc mua ti ch

Nhn xt biu ta thy rng, mc mua sn phm ti ch l rt thp( ch c 9.4% s ngi c kho st l thng xuyn mua nc gii kht c gas ti ch ). y tht s khng phi l knh phn phi hiu qu a sn phm n hc sinh-sinh vin.8

Bo co kt qu nghin cu mn PPNCTKD Nn gi vng knh phn phi nh hin nay, nu mun nng cp knh phn phi ny th nn kho st cc nhm i tng khc nh gi mc hiu qu ca knh phn phi ny. o Cu 3.5: Mc mua ti my bn nc t ng:

Biu cho thy mc mua nc gii kht c gas my bn nc t ng rt thp, ch c 9.4% l hay mua my bn nc t ng. S ngi cha bao gi mua my bn nc t ng chim t l rt cao 55.2%, t cc nh sn xut cn tr li cu hi ti sao my bn nc t ng rt tin ch m hiu qu s dng li thp nh vy? C cn tip tc knh phn phi ny hay khng? C th my bn nc t ng cha p ng c nhu cu mua nc ngt c gas ca hc sinh-sinh vin (do t mt hng, kh khn khi mua). Tuy vy,my bn nc t ng rt tin li cho ngi tiu dng, l 1 knh phn phi hu ch cho cc nh sn xut cn c khai thc trong tng lai.

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Cu 4: Hng v yu thch (Xem ph lc 4)

Ta thy, hng v cola vn l hng v c yu thch nht vi s phn trm l 40.6%. Cc sn phm c hng v tri cy cng c a thch trong hng v du l cao nht(21.9%) Tuy nhin, ngoi cc sn phm ch lc c hng v cola th cc cng ty cng cn a dng ha cc hng v ngi tiu dng c th la chn nhiu hng v khc nhau. Cu 5: Mc gi ph hp vi chai nha 500ml (Xem ph lc 5)

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Bo co kt qu nghin cu mn PPNCTKDBiu ch ra rng trong gii hc sinh-sinh vin, mc gi 5000-7000 l mc gi ph hp vi ti tin v c coi l hp l vi hc sinh-sinh vin nht (81.3%). Trong khi ,vi mc gi thp 4000 th hu nh khng c hc sinh sinh vin quan tm y cng l im lu i vi cc nh sn xut khng nn qu ch trng vo vic cnh tranh bng hnh thc h gi. Mc d vy, gi qu cao cng c th lm gim bt mc tiu th sn phm bi v ch c 1 s t hc sinh sinh vin l hi lng vi mc gi cao hn 7000. Cc cng ty nc gii kht cn n nh gi c gi vng th phn trong hc sinh-sinh vin, ng thi cn c knh phn phi ph hp sn phm a n ngi tiu dng l gi thp nht. Cu 6: Nhn hiu thng s dng

(Xem ph lc 6)

Qua biu ta thy Pepsi l nhn hiu thng c s dng nhiu nht vi percent cao nht 23%, tip theo l Coca Cola, Sting vi percent khng thp hn bao nhiu ( 22.2% v 21.4%). Cc nhn hiu cn li ln lt chim th phn trung bnh. Nhn hiu ca Chng Dng t c s dng nht(0.4%), chim th phn rt nh. Sn phm ca cc cng ty ln vn rt c a chung trong gii hc sinh sinh vin. Cu 7: Mc yu thch nht quy ra im so snh nhn hiu no c yu thch nhiu hn.

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Bo co kt qu nghin cu mn PPNCTKD( Xem Ph lc 7)

Trong , Pepsi l sn phm c yu thch nht, xp sau l Coca Cola, Sting v 7Up. Big Cola l nhn hiu mi gia nhp th trng ng v tr th 5. Kt qu nghin cu ny cho ta thy c v th ca cc nhn hiu nc ngt c gas trn th trng , Big Cola l nhn hiu mi bit c v tr ca mnh trn th trng t c hng pht trin trong tng lai. Cu 8: L do chn nhn hiu nc ngt s dng

Item Statistics Mean Std. Deviation Cm nhn s sng khoi 3.71 1.313 Bao b thit k p 3.40 1.071 Ni ting c uy tn 3.79 1.421 Ph hp vi phong cch 3.26 1.292 Khuyn mi 3.06 1.272 D tm mua 3.57 1.328 Mean Gi phi chng Variance Std. Deviation N of1.294 Items 3.77 31.67 D tiu ha 56.204 7.497 3.33 9 1.303 Cht lng tt 3.77 1.318 N 96 96 96 96 96 96 96 96 96

Scale Statistics

yu t nh hng mnh nht n vic p vin chn nhn hiu nc ngt s dng l phi ni ting c uy tn vi gi tr Std. Deviation l 1.421 cao nht trong 9 yu t nh hng Item-Total Statistics Scale Mean Scale if Item Variance Corrected if Item-Total Cronbach's Alpha if Item12

Bo co kt qu nghin cu mn PPNCTKDDeleted Cm nhn s sng khoi Bao b thit k p Ni ting c uy tn Ph hp vi phong cch Khuyn mi D tm mua Gi phi chng D tiu ha Cht lng tt Reliability Statistics Cronbach's Alpha 0.824 N of Items 96 27.96 28.27 27.88 28.41 28.60 28.09 27.90 28.33 27.90 Item Deleted 44.525 47.884 42.363 49.738 47.821 44.423 42.979 45.951 42.789 Correlation 0.568 0.484 0.639 0.263 0.385 0.566 0.681 0.484 0.677 Deleted 0.801 0.811 0.791 0.835 0.822 0.801 0.787 0.811 0.787

Vi gi tr Cronbachs Alpha l 0.824 so snh vi Cronbachs Alpha if item deleted ca cc yu t th yu t ph hp vi phong cch c th b loi b v gi tr ca n l 0.835 > 0.824. Kt qu nghin cu ny gip cc nh sn xut ch trng hn na n cc yu t trn thu ht ngi tiu dng nht l i tng sinh vin. Cu 9:

( Xem ph lc 8)

Kt qu kho st cho thy 74% p vin bit n nhn hiu Big Cola. Chng t s tip cn th trng ca Big Cola kh nhanh . Cu 10:13

Bo co kt qu nghin cu mn PPNCTKD( Xem ph lc 9)

Kt qu cho thy c n 45.1% p vin bit n thng hiu Big Cola qua qung co trn TV, 32.4% bit qua bn b gii thiu, cn li l cc hnh thc khc. Mu qung co Big Cola kh c hiu qu. Cn ch trng bng nhng hnh thc a dng hn na.

Cu 11: ( Xem ph lc 10)

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Bo co kt qu nghin cu mn PPNCTKDKt qu cho ta thy cc p vin quan tm nhiu nht n gi c (45,2%) v hng v (26,2%) . V vy trc mt cc doanh nghip cn ch trng n chin lc gi cng nh nghin cu cc hng v mi trn nn tng cc hng v c yu thch sn tng tnh cnh tranh. Mt khc v lu di khi th trng bo ha th vic tng kh nng cnh tranh bng cc phng thc qung co v ch hn v kiu dng cng rt cn thit. Cu 12: Kh nng tip tc s dng Big Cola ( Xem ph lc 11)

Theo biu cho ta thy kh nng cc p vin tip tc s dng sn phm kh cao, chng t cc chin lc kinh doanh ca cng ty c hiu qu. Cng ty cn tip tc pht huy cc li th cnh tranh sn c ng thi nghin cu pht trin gi vng th phn khi mi trng cnh tranh cng gay gt.2. Kt qu nghin cu: -

T l hc sinh, sinh vin s dng nc ngt c gas rt l cao, vi s ln s dng/tun cng tng i nhiu. Qun nc, qun n, tim tp ha l nhng ni hc sinh, sinh vin mua nc ngt c gas nhiu nht. Hng v Cola vn l u tin s 1 ca s ng hc sinh, sinh vin khi la chn nc ngt c gas. Bn cnh , hng v tri cy cng c mc a thch kh cao ( nht l hng du,cam).

-

-

-

Mc gi 5000 7000 cho chai 500ml c phn ng hc sinh, sinh vin ng tnh v cho l hp l.15

Bo co kt qu nghin cu mn PPNCTKD-

Sn phm ca cc cng ty nc gii kht ln nh Pepsi, Coca Cola vn chim th phn rt ln. Nhn hng Pepsi c a chung nht trong gii hc sinh, sinh vin. Trong khi , sn phm ca Chng Dng t c hc sinh, sinh vin la chn. Yu t ni ting c uy tn nh hng mnh nht n vic chn mua nc ngt c gas ca hc sinh, sinh vin. Yu t ph hp vi phong cch khng nh hng n quyt nh chn mua nc ngt c gas ca hc sinh, sinh vin. Big Cola l sn phm mi tung ra th trng tuy nhin c s hc sinh, sinh vin bit n tng i cao (71%). Hnh thc qung co trn TV ca Big Cola l hnh thc qung b sn phm hiu qu nht. Mc gi ca Big Cola gy n tng nhiu nht i vi hc sinh, sinh vin. Phn ng s hc sinh, sinh vin s dng qua Big Cola tr li l c nhiu kh nng l tip tc s dng. KT LUN V KIN NGH: 1. Kt lun:

-

-

-

-

III.

-

Hin nay, mc pht trin th phn ca ngnh sn xut nc ngt c gas khng cn cao v c nguy c b thu hp trong thi gian ti. Nguyn nhn l do thc bo v sc khe ca ngi dn c nng cao, s pht trin mnh m ca cc dng sn phm nc gii kht tt cho sc khe. Tuy vy, y vn l 1 ngnh u t sn xut kinh doanh c li nhun cao nn vn c nhng sn phm nh Big cola mi ra mt v nhy vo xu x chia nh chic bnh th phn.

-

Sn phm ca cc cng ty ln (Pepsi, Coca Cola) chim th phn rt cao v rt kh cho cc nh sn xut khc nh cp th trng ca cc cng ty ln ny. Cc cng ty sn xut ngy cng tung ra th trng nhiu dng sn phm mi cnh tranh v gi vng th phn trc cc cng ty sn xut khc. Pepsi v Coca Cola l 2 i th cnh tranh nhau nhiu nht v chim th phn rt ln. Sn phm ca Chng Dng chim 1 th phn rt nh v cn u tranh gi vng th phn ny. Sting tuy c tung ra th trng cha lu nhng cng chim c th phn kh l tt, l nh vo hng v mi l. Nhn hng Big Cola ca tp on AJE Group tuy l sn phm mi nhng nh mc gi ph hp v h thng tuyn truyn mnh, hiu qu nn thu ht phn ng ngi tiu dng l hc16

-

-

Bo co kt qu nghin cu mn PPNCTKDsinh, sinh vin, dn dn khng nh v th ca mnh v rt c tim nng pht trin trong tng lai.2. Kin ngh: a. i vi cc cng ty nc ngt c gas ni chung: -

Cn tp trung vo khch hng mc tiu l hc sinh, sinh vin. i tng ny , ang v s l khch hng tiu th sn phm nhiu nht.

-

Theo kho st trn y th qun nc, siu th v cc tim tap ha chnh l cc a im mua, s dng nhiu nht ca hc sinh, sinh vin. V vy, cc cng ty cn phi quan tm n nhng knh phn phi trn nu mun tng lng tiu th sn phm ca mnh.

-

V mi v: Tp trung vo nhng hng v c a chung nht ( cola, du, chanh). Bn cnh cn xem xt li cc hng v khc, ci tin li hng v , ng thi cho dng th sn phm vi mi v mi.

-

Cht lng chnh l yu t quan trng nht ngi tiu dng la chn. Hin nay th cc sn phm nc ngt khng gas ang dn chim lnh th trng nc gii kht bi v tt cho sc khe ngi tiu dng. V vy, mun tng lng tiu th nc ngt c gas th cc cng ty cn tp trung vo vn ny nh tng lng cht c li, gim bt lng cht bo qun

-

Uy tn thng hiu ca sn phm cng rt c hc sinh, sinh vin quan tm. Cc cng ty sn xut cn khai thc hnh nh thng hiu ca sn phm. b. i vi Big Cola ni ring: Cn tng cng hot ng qung co sn phm trn truyn hnh, ng thi cng tng cng pht sn phm mu thu ht c s ch ca ngi tiu dng, v hin ti th trng nc ngt ang cnh tranh khc lit vi nhiu tn tui ln m sn phm Big Cola th t c nhiu ngi bit n.-

Bn cnh , cng ty cn ci tin mu m, kiu dng bt mt hp dn ngi tiu dng hn. y cng l mt yu t rt quan trng tng lng tiu th cho sn phm.

-

Big Cola khng nhng cn to ra s khc bit v hng v so vi nhng nhn hiu khc m cn nn quan tm nhiu n yu t cht lng m bo khng c hi cho ngi tiu dng. y l yu t quyt nh m ngi tiu dng la chn ngy nay.

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PH LC1. Ph lc cu 1: o lng mc s dng nc ngt c gas Cumulative Percent 4.0 35.0 70.0 81.0 87.0 89.0 96.0 100.018

Frequency khng bao gi 1 ln/tun 2-3 ln/tun 4-6 ln/tun 1 ln/ngy Nhiu hn 1 ln/ngy 1 ln/thng Thnh thong Total 4 31 35 11 6 2 7 4 100

Percent 4.0 31.0 35.0 11.0 6.0 2.0 7.0 4.0 100.0

Valid Percent 4.0 31.0 35.0 11.0 6.0 2.0 7.0 4.0 100.0

Valid


2. Ph lc cu 2: Ngi tiu dng mua sn phm u

Responses qun nc, qun n Tim tp ha siu th Ch My bn nc t ng Rp chiu phim canteen Total N 54 29 24 5 4 1 2 119 Percent 45.4% 24.4% 20.2% 4.2% 3.4% 0.8% 1.7% 100.0%

Percent of Cases 56.3% 30.2% 25.0% 5.2% 4.2% 1.0% 2.1% 124.0%

Mua u

3. Ph lc cu 3: Mc mua sn phm 3.1. Mc mua ti qun nc: Frequency Cha bao gi Rt thng Valid xuyn Thng xuyn Bnh thng t khi Total System Total 2 24 25 30 15 96 4 100 Percent 2.0 24.0 25.0 30.0 15.0 96.0 4.0 100.0 Valid Percent 2.1 25.0 26.0 31.3 15.6 100.0 Cumulative Percent 2.1 27.1 53.1 84.4 100.0

Missing

3.2. Mc mua ti tim tp ha Frequency Percent Valid Percent Cumulative Percent19

Bo co kt qu nghin cu mn PPNCTKDCha bao gi Rt thng Valid xuyn Thng xuyn Bnh thng t khi Total System Total 4 6 23 26 37 96 4 100 4.0 6.0 23.0 26.0 37.0 96.0 4.0 100.0 4.2 6.3 24.0 27.1 38.5 100.0 4.2 10.4 34.4 61.5 100.0

Missing

3.3. Mc mua ti siu th Frequency Cha bao gi Rt thng Valid xuyn Thng xuyn Bnh thng t khi Total System Total 14 8 14 17 43 96 4 100 Percent 14.0 8.0 14.0 17.0 43.0 96.0 4.0 100.0 Valid Percent 14.6 8.3 14.6 17.7 44.8 100.0 Cumulative Percent 14.6 22.9 37.5 55.2 100.0

Missing

3.4. Mc mua ti ch Frequency Cha bao gi Rt thng Valid xuyn Thng xuyn Bnh thng t khi Total 52 2 1 6 35 96 Percent 52.0 2.0 1.0 6.0 35.0 96.0 Valid Percent 54.2 2.1 1.0 6.3 36.5 100.0 Cumulative Percent 54.2 56.3 57.3 63.5 100.020

Bo co kt qu nghin cu mn PPNCTKDMissing System Total 4 100 4.0 100.0

3.5. Mc mua ti my bn nc t ng Frequency Cha bao gi Rt thng Valid xuyn Thng xuyn Bnh thng t khi Total System Total 53 1 2 6 34 96 4 100 Percent 53.0 1.0 2.0 6.0 34.0 96.0 4.0 100.0 Valid Percent 55.2 1.0 2.1 6.3 35.4 100.0 Cumulative Percent 55.2 56.3 58.3 64.6 100.0

Missing

4. Ph lc cu 4: Hng v yu thch

Responses du cam cola hng v chanh nho yu thch chanh dy kiwi to Total N 28 13 52 21 1 3 4 6 128 Percent 21.9% 10.2% 40.6% 16.4% 0.8% 2.3% 3.1% 4.7% 100.0%

Percent of Cases 29.2% 13.5% 54.2% 21.9% 1.0% 3.1% 4.2% 6.3% 133.3%

5. Ph lc cu 5: Mc gi ph hp vi chai nha 500ml 21

Bo co kt qu nghin cu mn PPNCTKDFrequency 4000 5000-7000 Valid 7000-9000 >9000 Total Missing System Total 1 78 14 3 96 4 100 Percent 1.0 78.0 14.0 3.0 96.0 4.0 100.0 Valid Percent 1.0 81.3 14.6 3.1 100.0 Cumulative Percent 1.0 82.3 96.9 100.0

6. Ph lc cu 6: Nhn hiu thng s dng

Responses Pepsi Coca Cola Sting Big Cola 7 Up Mirinda Chng Dng Sprite Fanta Total N 56 54 52 11 43 11 1 10 5 243 Percent 23.0% 22.2% 21.4% 4.5% 17.7% 4.5% 0.4% 4.1% 2.1% 100.0%

Percent of Cases 58.3% 56.3% 54.2% 11.5% 44.8% 11.5% 1.0% 10.4% 5.2% 253.1%

Nhn hiu thng s dng(a)

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7. Ph lc cu 7: Kt qu thng k mc yu thch

7.1. Mc yu thch Pepsi: Frequency Percent YT_1 YT_2 YT_3 YT_4 YT_5 YT_6 YT_7 YT_8 YT_9 Total System 30 26 20 7 1 5 2 3 2 96 4 100 30.0 26.0 20.0 7.0 1.0 5.0 2.0 3.0 2.0 96.0 4.0 100.0 Valid Percent 31.3 27.1 20.8 7.3 1.0 5.2 2.1 3.1 2.1 100.0 Cumulative Percent 31.3 58.3 79.2 86.5 87.5 92.7 94.8 97.9 100.0

Valid

Missing Total

7.2. Mc yu thch Cocacola Frequency YT_1 YT_2 YT_3 YT_4 YT_5 YT_6 YT_7 YT_8 Total System 19 31 18 16 5 2 3 2 96 4 100 Percent 19.0 31.0 18.0 16.0 5.0 2.0 3.0 2.0 96.0 4.0 100.0 Valid Percent 19.8 32.3 18.8 16.7 5.2 2.1 3.1 2.1 100.0 Cumulative Percent 19.8 52.1 70.8 87.5 92.7 94.8 97.9 100.0

Valid

Missing Total

7.3. Mc yu thch Sting:23

Bo co kt qu nghin cu mn PPNCTKDFrequency Percent YT_1 YT_2 YT_3 YT_4 YT_5 Valid YT_6 YT_7 YT_8 YT_9 Total Missing System Total 32 14 18 12 8 4 4 1 3 96 4 100 32.0 14.0 18.0 12.0 8.0 4.0 4.0 1.0 3.0 96.0 4.0 100.0 Valid Percent 33.3 14.6 18.8 12.5 8.3 4.2 4.2 1.0 3.1 100.0 Cumulative Percent 33.3 47.9 66.7 79.2 87.5 91.7 95.8 96.9 100.0

7.4. Mc yu thch 7 Up Frequency YT_1 YT_2 YT_3 YT_4 YT_5 YT_6 YT_7 YT_8 Total System 10 15 20 32 11 1 5 2 96 4 100 Percent 10.0 15.0 20.0 32.0 11.0 1.0 5.0 2.0 96.0 4.0 100.0 Valid Percent 10.4 15.6 20.8 33.3 11.5 1.0 5.2 2.1 100.0 Cumulative Percent 10.4 26.0 46.9 80.2 91.7 92.7 97.9 100.0

Valid

Missing Total

7.5. Mc yu thch Big Cola Frequency Percent YT_1 YT_2 YT_3 YT_4 YT_5 YT_6 YT_7 YT_8 YT_9 Total 1 3 9 9 24 13 13 11 13 96 1.0 3.0 9.0 9.0 24.0 13.0 13.0 11.0 13.0 96.0 Valid Percent 1.0 3.1 9.4 9.4 25.0 13.5 13.5 11.5 13.5 100.0 Cumulative Percent 1.0 4.2 13.5 22.9 47.9 61.5 75.0 86.5 100.024

Valid

Bo co kt qu nghin cu mn PPNCTKDMissing Total System 4 100 4.0 100.0

7.6. Mc yu thch Miranda

Frequency Percent YT_1 YT_2 YT_3 YT_4 YT_5 Valid YT_6 YT_7 YT_8 YT_9 Total Missing System Total 1 4 4 7 11 28 21 14 6 96 4 100 1.0 4.0 4.0 7.0 11.0 28.0 21.0 14.0 6.0 96.0 4.0 100.0

Valid Percent 1.0 4.2 4.2 7.3 11.5 29.2 21.9 14.6 6.3 100.0

Cumulative Percent 1.0 5.2 9.4 16.7 28.1 57.3 79.2 93.8 100.0

7.7. Mc yu thch Chng Dng: Frequency Percent YT_1 YT_2 YT_4 YT_5 Valid YT_6 YT_7 YT_8 YT_9 Total Missing System Total 1 1 4 7 4 18 25 36 96 4 100 1.0 1.0 4.0 7.0 4.0 18.0 25.0 36.0 96.0 4.0 100.0 Valid Percent 1.0 1.0 4.2 7.3 4.2 18.8 26.0 37.5 100.0 Cumulative Percent 1.0 2.1 6.3 13.5 17.7 36.5 62.5 100.0

7.8. Mc yu thch Sprite

Frequency Percent Valid YT_1 YT_2 YT_3 2 1 2 2.0 1.0 2.0

Valid Percent 2.1 1.0 2.1

Cumulative Percent 2.1 3.1 5.225

Bo co kt qu nghin cu mn PPNCTKDYT_4 YT_5 YT_6 YT_7 YT_8 YT_9 Total Missing System Total 6 15 20 12 24 14 96 4 100 6.0 15.0 20.0 12.0 24.0 14.0 96.0 4.0 100.0 6.3 15.6 20.8 12.5 25.0 14.6 100.0 11.5 27.1 47.9 60.4 85.4 100.0

7.9. Mc yu thch Fanta

Frequency Percent YT_2 YT_3 YT_4 YT_5 YT_6 YT_7 YT_8 YT_9 Total System 1 5 2 14 21 17 14 22 96 4 100 1.0 5.0 2.0 14.0 21.0 17.0 14.0 22.0 96.0 4.0 100.0

Valid Percent 1.0 5.2 2.1 14.6 21.9 17.7 14.6 22.9 100.0

Cumulative Percent 1.0 6.3 8.3 22.9 44.8 62.5 77.1 100.0

Valid

Missing Total

Mc yu thch nht quy ra im so snh nhn hiu no c yu thch nhiu hn Ta s quy i nh sau: YT_1 : 9 im YT_2: 8 im YT_3: 7 im YT_4: 6 im YT_5: 5 im YT_6: 4 im YT_7: 3 im

26

Bo co kt qu nghin cu mn PPNCTKDYT_8: 2 im YT_9: 1 im T im trn ta xp hng cc nhn hiu nh sau: YT_1 YT_2 YT_3 YT_4 YT_5 YT_6 YT_7 YT_8 YT_9 Pepsi Coca Cola Sting 7 Up Big Cola Miranda Chng Dng Sprite Fanta 30 19 32 10 1 1 1 2 0 26 31 14 15 3 4 1 1 1 20 18 18 20 9 4 0 2 5 7 16 12 32 9 7 4 6 2 1 5 8 11 24 11 7 15 14 5 2 4 1 13 28 4 20 21 2 3 4 5 13 21 18 12 17 3 2 1 2 11 14 25 24 14 2 0 3 0 13 6 36 14 22 Quy im 699 687 671 620 396 375 232 329 310 Hng 1 2 3 4 5 6 9 7 8

8. Ph lc cu 9: C bit n nhn hng Big Cola khng

Frequency Khng Valid C Total Missing System Total 25 71 96 4 100

Percent 25.0 71.0 96.0 4.0 100.0

Valid Percent 26.0 74.0 100.0

Cumulative Percent 26.0 100.0

9. Ph lc cu 10: Bit n Big Cola qua hnh thc no

Frequency

Percent

Valid Percent

Cumulative Percent27

Bo co kt qu nghin cu mn PPNCTKDQung co trn TV Bn b Internet c pht mu th Gia nh Tnh c thy Total System Total 32 23 5 6 1 4 71 29 100 32.0 23.0 5.0 6.0 1.0 4.0 71.0 29.0 100.0 45.1 32.4 7.0 8.5 1.4 5.6 100.0 45.1 77.5 84.5 93.0 94.4 100.0

Valid

Missing

10. Ph lc cu 11: iu quan tm n Big Cola

Responses Qung co tr trung Gi c Kiu dng Hng v Total N 9 38 15 22 84 Percent 10.7% 45.2% 17.9% 26.2% 100.0%

Percent of Cases 12.7% 53.5% 21.1% 31.0% 118.3%

Valid

11. Ph lc cu 12: Kh nng tip tc s dng

Frequency

Percent

Valid Percent

Cumulative Percent28

Bo co kt qu nghin cu mn PPNCTKDChc chn c Nhiu kh nng c C th c Valid C th khng Nhiu kh nng khng Chc chn khng Total Missing System Total 13 9 38 6 2 3 71 29 100 13.0 9.0 38.0 6.0 2.0 3.0 71.0 29.0 100.0 18.3 12.7 53.5 8.5 2.8 4.2 100.0 18.3 31.0 84.5 93.0 95.8 100.0

BNG CU HI KHO ST V NHU CU S DNG NC NGT C GAS CA HC SINH - SINH VINCho cc bn, chng ti l nhm sinh vin chuyn nghnh Ngoi Thng Kha 34 trng H Kinh t TP. HCM. Chng ti ang lm ti nghin cu v "Nhu cu s dng nc ngt c gas29

Bo co kt qu nghin cu mn PPNCTKDca hc sinh sinh vin ". Rt mong cc bn dnh cht thi gian gip mnh hon thnh bi nghin cu. Xin chn thnh cm n s gip ca bn. 1. Bao lu bn mua nc ngt c gas mt ln? 1 ln/ tun 2 3 ln/tun 4 6 ln/ tun 1 ln/ ngy Nhiu hn 1 ln/ngy Khng bao gi (chuyn sang cu 13) Khc: 2. Xin vui lng cho bit bn thng mua nc ngt c gas u? (bn c th chn nhiu cu tr li) Qun nc Tim tp ha Siu th Ch My bn nc t ng Khc : . 3. Bn vui lng cho bit mc thng xuyn mua nc ngt c gas ti nhng a im ni trn? Rt thng xuyn Qun nc Tim tp ha30

Thng xuyn

Bnh thng

t khi

Cha bao gi

Bo co kt qu nghin cu mn PPNCTKDSiu th Ch My bn nc t ng 4. Bn thch hng v nc ngt c gas no? ( Bn c th chn nhiu cu tr li) Du Cam Cola Chanh Nho Chanh dy Kiwi To Khc : . 5. Theo bn mc gi no ph hp vi mt chai nha nc ngt c gas 500ml? 5000 - 7000 7000 - 9000 >9000 Khc: 6. Bn hy cho bit nhng nhn hiu nc ngt c gas m bn thng s dng? ( Bn c th chn nhiu cu tr li) Pepsi Coca Cola31

Bo co kt qu nghin cu mn PPNCTKDSting Big Cola 7 Up Miranda Chng Dng Sprite Fanta Khc : . . . 7. Sp xp theo th t gim dn ( 1: yu thch nht ti 9: t yu thch nht) mc yu thch ca bn vi cc nhn hiu nc ngt c gas sau y: Pepsi Coca Cola Sting 7 Up Big Cola Miranda Chng Dng Sprite Fanta 8. Di y l mt s l do bn chn nhn hiu nc ngt s dng. Xin cho bit mc ng ca bn vi cc pht biu sau? 1 : Hon ton khng ng , 2 : Khng ng , 3 : Bnh thng, 4 : Hi ng , 5 : Hon ton ng 32

Bo co kt qu nghin cu mn PPNCTKD1 Cm nhn s sng khoi sau khi ung Bao b thit k p Ni ting c uy tn Ph hp vi phong cch ca ti Nhiu chng trnh khuyn mi D tm mua Gi phi chng D tiu Cht lng tt 9. Bn c bit n nhn hiu Big cola khng? C Khng (chuyn sang cu 13) 2 3 4 5

10. Bn bit n Big cola qua hnh thc no? ( Bn ch chn 1 cu tr li) Qung co trn TV Bn b Internet c pht mu th Khc: . 11. iu no trong cc iu di y lm bn quan tm n Big cola? (Bn c th chn nhiu cu tr li) Qung co tr trung Gi c Kiu dng Hng v 12. Bn c tip tc s dng sn phm ca Big cola khng? Chc chn c Nhiu kh nng c33

Bo co kt qu nghin cu mn PPNCTKDC th c C th khng Nhiu kh nng khng Chc chn khng 13. Thng tin c nhn: Bn vui lng cho bit: - Gii tnh: Nam N - H v tn: .. - Trng: . - in thoi: - Email:

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