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TM TT BO CO.......................................................................................tr1I. GII THIU V TP ON UNILEVER1. Tp on Unilever..........................................................................................tr22.Unilever Vit Nam..........................................................................................tr2II. GII THIU V SN PHM NC MM KNORR1. Gii thiu s qua v dng sn phm nc mm Knorr..................................tr32. Nc mm Knorr...........................................................................................tr4

III. GI I THI U V CU C NGHIN C U 1. t vn ......................................................................................................tr42. Vn qun tr v vn nghin cu............................................................tr53. Mc tiu nghin cu ......................................................................................tr6IV. PHNG PHP LUN CA CUC NGHIN CU1.Thit k nghin cu.........................................................................................tr62.Thit k mu....................................................................................................tr83. Thu thp d liu v cc cng vic hin trng...............................................tr94. Phn tch d liu ............................................................................................tr9V. KT QU NGHIN CU

1.Nghin cu m t............................................................................................tr92. Nghin cu d liu th cp .........................................................................tr103. Nghin cu d liu s cp............................................................................tr124. Kt lun v kin ngh...................................................................................tr34VI. PH LC1.Bng biu tng qut.......................................................................................tr382.Phiu iu tra ................................................................................................tr41


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Nghin cu marketing_ Nc mm Knorr

TM TT BO COy l bn bo co nghin cu l do ngi tiu dng (cc b bi tr)

khng, hay ngng s dng sn phm nc mm Knorr.Mc tiu ca bi nghin cu ny l:

Tm hiu v cc sn phm ang nc mm ang c s dng vnh gi ca ngi tiu dng v chng.

Tm hiu v nh gi ca ngi tiu dng v cc nhn t nh hngn quyt nh mua nc mm ca ngi tiu dng.

Tm hiu nh gi ca ngi tiu dng v nc mm Knorr caUnilever v l do h khng hay dng s dng sn phm.

Phn u ca bo co chng ti gii thiu chung v Unilever v UnileverVit Nam, nhn hng Knorr ca Unilever v nc mm Knorr, phng phplun nghin cu.Phn tip theo ca bo co l phn trnh by c th cc kt qu nghin cu

thu c v kt lun, kin ngh chi tit hn.Nhn chung th cc kt qu m chng ti t c thng qua cuc nghincu ny l:

Loi nc mm ang c s dng ph bin hin nay l Nam Ng vChinsu sau l cc loi nc mm c t lu i Vit Nam c ngungc Ct Hi, Nha Trang, Phan Thit, Ph Quc. H c nh gi kh tt vcht lng sn phm h ang s dng cng nh gi thnh sn phm.

Ngi tiu dng ngy cng thc dng hn trong mua sm, h c chnlc tm kim ngun thng tin tt, hnh thc khuyn mi thc t.

L do khin ngi tiu dng khng hay dng s dng nc mm ldo gi cao v mm khng cn ph hp.

Kin ngh m chng ti rt ra c t cc kt lun trn l: Cn c s iu chnh li v cht lng sn phm cng nh gi thnh

ca sn phm. Ch cc thng tin v mn, hng v, ATVSTP trong cc chng

trnh truyn thng, qung co. Ch trong vic truyn thng ti im bn cng nh thng tin truyn

ming ca ngi dn v y l hai knh thng tin kh hiu qu.

Trn y l nhng kt lun tng qut nht ca cuc nghin cu. Nhng ktlun chi tit hn vi nhng s liu v minh chng r rng hn s c trnh

by phn hai ng vi tng phn nh.

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Mc d cuc nghin cu ny cn c mt s nhc im nhng chng tikhng nh nhng thng tin thu c t cuc nghin cu l hon ton c gitr.

I.GII THIU V TP ON UNILEVER1. Tp on Unilever

Unilever l tp on a quc gia chuyn kinh doanh cc sn phmthc phm, gi v sinh cho ngi, chm sc c nhn hng u trn th gii.Unilever ra i nm 1930 t s st nhp ca 2 cng ty l Lever Brothers(cng ry sn xut x bng ti Anh) v Magarine Unie (cng ty sn xut bthc vt H Lan). Tr s chnh ca cng ty hin nay c t ti hai ni lLun n (Anh) v Rotterdam (H Lan), c phiu ca cng ty c nimyt ti hai th trng chng khon l Lun n, Anh v Rotterdam, H Lan.D mang tn khc nhau nhng hai cng ty u hot ng theo mt m hnh

cng ty v c cng gim c.Khi thnh lp cng ty, cc nh lnh o cng ty a ra s mnh

ca Unilerver l: To add vitality to life (tm dch l: Tip thm sinh khcho cuc sng). T ngy thnh lp cho n nay cng ty hot ng v phttrin da trn vic hon thnh s mnh . Cc sn phm m cng ty kinhdoanh gp phn gip lm rt ngn thi gian t cc hot ng nh chmsc c nhn, ni tr.. cho mi ngi trn khp th gii, gip ci thin dinhdng, cho php mi ngi thng thc nhng mn n ngon v chm scgia nh cng nh bn thn mnh mt cch n gin, d dng, thun li vtuyt vi hn.Hin nay Unilever ang kinh doanh 3 dng sn phm chnh l :

Dng thc phm dng cho ch bin v n ung. Dng sn phm v sinh v chm sc c nhn. Dng sn phm git ty cho qun o v dng trong nh.

Vi ba dng sn phm ny hin nay Unilever ang s hu hn 400 nhnhiu, trong c rt nhiu nhn hiu ni ting nh: Flora, Rama, Wall,Knorr, Lipton hay Dove, Pons, Lux, P/s v Omo, Sunlight Hin nayUnilever ang hot ng ti trn 100 quc gia vi hn 300 cng ty thnhvin, 174000 nhn vin. Doanh thu hng nm ln n 50 t Euro.

2. Unilever Vit NamUnilever gia nhp th trng Vit Nam vo nm 1995, sau gn 15 nm

c mt trn th trng Vit Nam Unilever t c nhiu bc tin vngmnh v tr thnh mt trong s nhng i gia ln trn th trng hng tiudng, hng nm cung cp mt s lng ln cc mt hng thit yu cho sinh

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hot hng ngy ca ngi tiu dng Vit Nam nh kem nh rng P/S, ncra chn Sunlight, bt git Omo, giu gi u Sunsilk, Dove

K t khi bt u hot ng Unilever Vit Nam lin tc n lcphn u m rng kinh doanh, o to v pht trin ngun nhn lc, nghnh cng cc doanh nghip a phng, thc hin y cc chnh schca nh nc v gp phn tch cc vo cc hot ng pht trin x hi. Tnhn nay Unilever u t 130 triu la M vo Vit Nam. Trong nm2008 tng doanh thu bn hng ca cng ty t tng ng 1% GDP caVit Nam. Ngoi 1.200 nhn vin lm vic trc tip Unilever to ra hn8.000 lao ng gin tip thng qua m rng chui gi tr ca mnh. Hin ti,UVN c 76 nh cung cp nguyn liu u vo, 54 cng ty hp tc ng giv sn xut cc sn phm ca cng ty thng qua cc hp ng gia cng, v283 nh phn phi vi hn 150.000 ca hng bn l trn c nc.

Hin nay Unilever hon tt th tc v chnh thc nhn giy chng

nhn l cng ty 100% vn nc ngoi sau khi mua li c phn ca i tckinh doanh l tng cng ty ha cht Vit Nam (Vinachem).

Ti th trng Vit Nam Unilever ang kinh doanh c ba dng sn phmk trn vi cc nhn hiu l:

Dng sn phm thc phm dng cho ch bin v n ung: Knorr,Lipton, Wall.

Dng sn phm v sinh v chm sc c nhn: Closeup, Lifebuoy,Dove, Lux, Pons, Rexona, P/S, Sunsilk.

Dng sn phm git ty cho qun o v dng trong nh: Omo,Comfort, Viso, Sunlight.

II. GII THIU V SN PHM NC MM KNORR1. Gii thiu s qua v dng sn phm Knorr ca Unilever

Nm 1838 Carl Heinrich Knorr i tin phong trong cc th nghim sygia v v rau bo tn gi tr ca hng v v dinh dng. ng thnhlp mt nh my sn xut nm 1838, sn xut cc sn phm Knorr u tin -l 'Erbswurst' hoc 'Soup Sausage' - mt b sung nhanh chng cho cngnhn cng nghip. Nm 1873 Heinrich Knorr cng sy kh sp v c bn trong cc ca hng trn khp lc a chu u. n 1885, trc khi

thc phm c ch bin sn pht trin. K t Knorr tr thnh mtthng hiu quc t cung cp mt lot cc loi nc canh, sp, gia v, ncst, sp n nhanh, n ng lnh v c lm sn.

Nm 2000, nhn hiu Knorr c mua li bi Unilever thng quamt s hp nht vi Bestfoods. Unilever cng b mt chng trnh ln u t 20.000.000 trong cc thng hiu Knorr, vi 120 sn phm cv mi c tung ra di nhn hiu Knorr ti Vng quc Anh.

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Bt u kinh doanh ca mnh ti Vit Nam trong nm 2000, Knorr a ra rt nhiu cc sn phm cht lng cao v hin i vi mc tiu chnhl gip ph n Vit Nam c mt cuc sng hon ho hn.

Vi s hiu bit su sc v nhng kh khn ca ph n hin i VitNam cho rng h phi lm tt c hai vai tr ca ph n thnh cng trong xhi v chm sc tt gia nh ca h, trong nu n c v l nhim v mtnhiu thi gian nht. Knorr lin tc gii thiu sn phm mi v hu ch chongi ni tr trong gia nh nh ht nm t tht Knorr, bt ngt Knorr mang, nc mm Knorr, vv

c bit, trong thng 4/2001, sau mt nm sp nhp gia Bestfoodsv Unilever, s ra mt ca ht nm t tht Knorr thc s l mt du mcng k cho th trng gia v Vit v n thay i cch truyn thng ca giav vi ng, mui v MSG.

Knorr l mt thng hiu ni ting c cng nhn v nh gi cao trnton th gii:

L thng hiu s 1 ca Unilever vi doanh thu hng nm ca hn 3t .

Vit Nam, Knorr lnh o trong th trng bt ngt vi th phnhn 70%.

Trong nm 2005, Knorr Vit Nam t c tc tng trng trn100%.

Sn phm Knorr hin ang c bn ti hn 80 quc gia v n ang

pht trin nhanh chng ngoi vng trung tm ca chu u, c bit l chu M La tinh, Chu Phi, Trung ng v chu . Ti c, hn mt t sa lt c phc v vi Knorr 'Salatkronung' st

trn mi nm.Dng sn phm Knorr ca Unilever ti Vit Nam bao gm: ht nm

Knorr, nc mm Knorr, sp ng Knorr.

2. Nc mm KnorrHin nay th trng Vit Nam Knorr kinh doanh 2 dng sn phm nc

mm chnh l: Knorr nhn xanh: Nc mm chm Knorr.

- Chai nh dung tch 300ml: gi bn 15.000 VN- Chai to dung tch 550ml : gi bn 26.500 VN

Knorr nhn vng: Nc mm chm Knorr Ph Quc.- Chai dung tch 300ml: gi bn 17.500 VN

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III. GII THIU V CUC NGHIN CU1. t vn

Nh trnh by trn, Knorr l mt trong nhng thng hiu s mtca Unilever, cng ty u t rt nhiu pht trin cc sn phm Knorrv nc mm Knorr cng khng phi l ngoi l. K t nm 2002 cng tyTNHH Unilever Vit Nam khnh thnh nh my sn xut v ng chaiQuc Dng, t ti th trn Dng ng, Ph Quc c dy chuyn hini, hon chnh u tin ti huyn o Ph Quc v cho n thi im hinnay vn l nh my sn xut v ng chai nc mm vi quy m ln duynht y. Nh my c quy trnh sn xut khp kn t khu nguyn liu uvo cho ti thnh phm, theo tiu chun qun l cht lng quc t, hthng qun l tin tin v tun th ng quy trnh tit trng, m bo tiuchun v VSATTP. Chnh v c sn xut v ng chai ngay ti ngunnguyn liu, nc mm chm Knorr Ph Quc ca Unilever Vit Nam

em n cho ngi tiu dng hng v nc mm Ph Quc chnh gc vm bo cht lng VSATTP tuyt i.

Nc mm Knorr l sn phm nc mm u tin c cc clip qungco trn i truyn hnh. Trc khi xut hin cc clip qung co ca ncmm Knorr th cc sn phm nc mm trong nc c tiu th rt nhiu,

phi k n y l nc mm C chim trng, Ph Quc Sau khi xuthin trn truyn hnh, Knorr c ngi tiu dng n nhn v dn sdng thay th cc loi nc mm s dng trc . C th ni, vi stin phong trong vic truyn thng v nc mm, Knorr gt hi cnhiu thnh cng. Sau rt nhiu clip qung co c cng ty tung ranhm gii thiu sn phm ca mnh n ngi tiu dng. Tuy nhin, thigian gn y, chng ta khng cn gp cc qung co ca nc mm Knorrtrn truyn hnh hay trn mng internet na, nht l t sau khi nc mm

Nam Ng v Chinsu c gii thiu trn truyn hnh.

Nhm sinh vin nghin cu chng ti tm hiu v c bit khi ramt th trng, Knorr dn chim lnh v sau dn u th trng ncmm Vit Nam. Tuy nhin, trong thi gian Knorr thay i cng ngh thcng ty Massan Group gii thiu nc mm Chinsu ti ngi tiu dng

v n khi sn xut tr li bnh thng th th phn b Chinsu v NamNg chia s kh ln. Cng ty a ra nhiu n lc marketing phc hith trng nhng khng my thnh cng v khng chim lnh li c thtrng mt vo tay Chinsu v Nam Ng. V cui cng cng ty quytnh ngng cung cp sn phm ra th trng.

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2. Vn qun tr v vn nghin cu marketing.T vic knorr ko chim lnh li c th trng mt th vn

qun tr t ra l khch hng khng hoc dng s dng nc mm knorr.Vi vn qun tr nh trn th vn nghin cu marketing c

xc nh l cc thng tin xoay quanh sn phm, gi c v truyn thngca Knorr trong tng quan vi cc sn phm khc ang c mt trn thtrng xc nh c nguyn nhn khin cho khch hng khng s dngKnorr na. L do khng tm hiu v phn phi y l do knh phn phica Unilever l rt tt, m bo bao ph th trng.

3. Mc tiu nghin cuMc tiu nghin cu ca cuc nghin cu l gii p l do v sao khch

hng khng s dng nc mm Knorr na sau giai on thay i v ci tincng ngh thng qua vic tr li cc cu hi sau:

(1) Sn phm nc mm m ngi tiu dng ang s dng l g? V hnh gi v sn phm nh th no?

(2) Ngi tiu dng nh gi cc nhn t nh hng n quyt nh muanc mm nh th no?

(3) Ngi tiu dng nh gi nc mm Knorr nh th no?(4) H so snh Knorr trong tng quan vi cc sn phm khc nh th

no?(5) Ti sao h li khng s dng hay ngng s dng Knorr?

IV. PHNG PHP LUN CA CUC NGHIN CU1. Thit k nghin cu

Phng php nghin cu c la chn y l nghin cu thm dv nghin cu m t.1.1. Nghin cu thm d

Phng php: Chn mt nhm cc b ni tr bt k v phng vn th. Mc ch: Lm r phm vi ca vn nghin cu marketing v kim

tra xem trong qu trnh nghin cu cn ch nhng iu g.

1.2. Nghin cu m tS dng phng php nghin cu d liu th cp v phng vn trc tip

c nhn.

Nghin cu d liu th cp:- Ngun:+ S dng cc thng tin, d liu th cp trn mng internet.

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+ Tham kho cc thng tin t cc nhn vin lm trong b phn foodca Unilever.- Mc ch:

+ Tm hiu v th trng nc mm ni chung. Hin nay trn thtrng nc mm ang bn cc loi nc mm no.

+ nh gi nhn nh chung ca ngi tiu dng v cc loi ncmm ang c bn trn th trng.

+ nh gi chung cc hnh thc qung co, khuyn mi caChinsu, Nam Ng v Knorr.

Nghin cu d liu s cp da vo phng php phng vn trc tipc nhn:- Tr li cc cu hi da trn bng hi c sn.- Mc ch:

+ nh gi v cc sn phm nc mm ang s dng ca ngitiu dng.

+ nh gi cc nhn t nh hng n vic ra quyt nh mua vs dng nc mm ca ngi tiu dng.

+ nh gi v nhn nh ca ngi tiu dng i vi nc mmKnorr.

1.3 L do la chn.Phng php nghin cu thm d v m t l hon ton ph hp l v:

Nghin cu thm d c thc hin trnh nhng sai xt khngng c trong nghin cu nh nghin cu tha gy tn thi gian, cngsc, tin bc.

Gip gii p cc cu hi nghin cu t ra thng qua vic m tcc nhn nh ca ngi tiu dng v loi nc mm h ang s dngcng nh nc mm Knorr.

T cc s liu thu thp c t nghin cu m t gip ta c th a rac cc kin ngh marketing lin quan tng cng cc nhn nhtt v gim thiu cc nhn nh cn sai st.

Do iu kin v thi gian, kinh ph cng nh kh nng nn trong cuciu tra ny chng ti ch s dng phng php nghin cu m t v nghincu thm d m khng s dng nghin cu nhn qu. Tuy nhin, nhng ktqu m chng ti c c t nghin cu m t l hon ton ph hp vi vn qun tr cng nh mc tiu nghin cu c th hin thng qua cu hi

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nghin cu, chng ti cao vic gii thch nguyn nhn m Knorr khngkhi phc li c th trng mt v t a ra cc kin ngh.

2. Thit k mu Tng th mc tiu: Cc b ni tr - ngi ph trch mua sm v tiu

dng thc phm trong gia nh.

Khung ly mu:- Cc h gia nh: Qun ng a, Hai B Trng, huyn Thanh Tr,

T Lim.- Cc ch, siu th: Ti cc qun Hong Mai, Hai B Trng.

- c phn chia bi ba nhm nh sau:+ Nhm 1 (Trang + Th): Qun ng a.+ Nhm 2 (Lun + Phong): Huyn T Lim.+ Nhm 3 (Vn + Ngc): Huyn Thanh Tr.+ Nhm 4 (Ba + c): Qun Hong Mai.+ Nhm 5 ( Ba + Th + Trang + Vn): Qun Hai B Trng.

Kch thc mu.- Tng th mc tiu: Cc b ni tr ti gia nh hoc ang i ch,

mua sm.- Gm 100 ngi: chia cho 5 khu vc tin hnh nghin cu.- Phng php chn mu:

+ Ly mu phi xc sut tin li ti ch, siu th. Phng php nyl ph hp bi ti cc h gia nh v cc ch, chng ta u gp c cc bni tr, nhng ngi c quyt nh v thc hin hnh vi mua nc mmtrong gia nh. Hn na chng ti li khng th c c mt s thng tin vtng th mc tiu nh quy m, hay danh sch cc phn t trong tng thmc tiu.

+ Ly mu nh gi i vi cc h gia nh: c im l tng

s dng v nh v nc mm Knorr. Do thng qua nghin cu thm dchng ti nhn thy vic Knorr ngng cc hot ng xc tin trong thi gianqua c th khin mt b phn khch hng qun mt cc thng tin linquan n Knorr m mnh bit. Hoc do h ngng s dng Knorr qulu v chuyn sang loi nc mm hin ti trong mt thi gian di v gnt n trung thnh vi sn phm nn h cng qun kh nhiu ccthng tin v sn phm, trong khi mc tiu ca chng ti l lm r l do

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(2) Cc cu hi v loi nc mm ang s dng.(3) Cc cu hi v Knorr.

Tuy nhin trong qu trnh phng vn th chng ti ch hi c nphn th hai m khng hi sang c phn th ba v khi hi mi ngi cbit g v nc mm Knorr khng th 5/6 ngi tham gia phng vn tr likhng bit.

1.2 Cc kt lun rt ra c:+ Tuy rng i a s ngi tham gia phng vn u

ang dng nc mm Chinsu v Nam Ng (4/6 ngi), y l hai loi ncmm ang c tiu dng kh ph bin v rng ri hin nay. nhng vn cmt phn s dng cc loi nc mm c t lu ca Vit Nam nh: PhQuc, Nha Trang. V vy trong iu tra, chng ti s khng loi cc loinc mm ny ra khi cuc iu tra, vn xem xt nh hng ca n khin

cho ngi tiu dng khng s dng Knorr hay khng s dng na.+ C nh hng ca thu nhp trong vic la chn

nc mm. Nhng ngi c thu nhp cao, n nh th li s dng nc mmChinsu v cho rng gi ca Chinsu l hp l trong khi nhng ngi c thunhp thp hn li cho rng l t v la chon Nam Ng hay Nam Ng nh. V vy chng ti c nghin cu nh hng ca gi trong cuc nghincu ny.

+ Nhng ngi tham gia phng vn u mua ncmm ti cc ca hng bn l v vi h l thun tin nht (tr 1 ngit mua trong Nha Trang) nn chng ti quyt nh khng nghin cu v

phn phi v mng li phn phi ca Knorr m bo bao ph th trng.+ H a phn lm ni tr nh nn c ch n

qung co v c quan tm n cc hnh thc khuyn mi nn chng ti xemxt v cho thm phn nh gi qung co vo.

+ T thng tin k trn chng ti t ra mt githuyt l c kh nng i a s ngi tiu dng qun mt cc thng tinm h nh, v vy chng ti quyt nh s tin hnh 2 phng php chnmu l: Ly mu phi xc xut ngu nhin v ly mu nh gi vi c iml tng s dng v nh v Knorr.

2. Nghin cu d liu th cp.2.1 Tm hiu v th trng nc mm ni chung:

Hin nay trn th trng ang bn kh nhiu cc loi nc mm khcnhau, nhn chung c th chia ra l:

Cc loi nc mm c tn tui, thng hiu v c bin nlu i:

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- (a) Ph bin v c tiu dng rng ri pht trin t nm 2000 nnay: Chinsu, Knorr, Nam Ng.

- (b) Cc loi nc mm m thng hiu tn ti lu nay v ctin cy, yu thch: C ngun gc sn xut Ph Quc, Nha Trang,Ct Hi, Phan Thit, H Tnh nh nc mm 584 Nha Trang, ncmm Ph Quc, Nha Trang

Cc loi nc mm cha xy dng c tn tui- (c) Cc loi nc mm mi c trn th trng Vit Nam nh Hnh

Phc 60 m,

- (d) Cc loi nc mm t lm ti nh cha c thng hiu.

- (e) Cc loi nc mm c bao b nhng ngun gc cn mp m,cht lng cha c xc nh.

T kt lun trn ta c th nhn thy nhng iu sau: Vn c mt b phn ngi tiu dng Vit Nam yu thch cc

loi nc mm c t lu nm v cht lng m bo, iu ny cng phhp vi nhng kt qu thu c t kt qu nghin cu thm d. H yuthch v tin dng nhng sn phm ny nn cc tn tui nh 584 Nha Tranghay Ph Quc, Hng Bin vn cn c mt trn th trng v pht trin tt.H c th l nhng ngi yu thch hng v truyn thng ca nc mmc ch bin th cng vn cn nguyn cht v c m bo vVSATTP.

Mt b phn ngi tiu dng Vit Nam do thu nhp thphay nhng a bn xa xi khng kh nng mua hay cha c bit ncc sn phm thuc loi (a), (b), (c) nn vn cn tiu dng cc sn phmthuc loi (d), (e) nn chng vn c mt trn th trng.

2.2 nh gi chung ca ngi tiu dng i vi cc loi nc mm ang

c bn trn th trng Knorr:

- Thi im u nm 2008 tr v trc: Ngi tiu dng kh athch v chn la nhiu nc mm Knorr, h cho rng cht lng m bov tin cy do s m bo v thng hiu, v nh sn xut l Unilever. Thmch c gia nh cn dng c ht nm v nc mm Knorr trong ch bin mnn.

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- Thi im u nm 2008 n nay: Khng thy h chia s vinhau nhiu v Knorr, thay vo l Chinsu v Nam Ng. Ngay c cc bi

bo vit v Knorr th ch c ca nm 2007 l ch yu trong khi trn ccsiu th trn mng vn c gii thiu sn phm ny.

Chinsu, Nam Ng:- Nam Ng: c ngi tiu dng n nhn nhiu nht (k c

Nam Ng thng v Nam Ng nh) do tnh tin li, mn va phi,thm ngon v gi c phi chng, ph hp vi thu nhp ca h.

- Chin su: c ngi tiu dng nh gi cht lng m bonhng mt s vn cho rng gi hi mc trong khi a s cho rng l ph hp.

Cc loi khc (ch yu thuc loi (b), (c) cn (d), (e) khng thu thpc)- Nhng ngi gii thiu thng s dng lu nm v rt hi lng,

yu thch v sn phm.

- Nhng ngi c gii thiu khi mua v s dng cng nh gitt, tuy nhin cha thng k c h c s dng trong thi gian di haykhng.

2.3 nh gi chung v cc hnh thc qung co, khuyn mi ca Knorr,Chinsu, Nam Ng.

Knorr: C mt s ngi tiu dng phn nh khng tt vmt qung co ca Knorr trong c ni v vic dng nc mm tit cng ng b t tin, iu ny l khng ph hp vi vn ha Vit

Nam nhng khng thy phn nh trn cc Web m ch l trn dinn. Cc hnh thc khuyn mi khng thy ni n nhiu.

Chinsu: Khng tm thy.

Nam Ng: C nhiu bi bo nh gi hnh thc khuynmi dng th min ph ca Nam Ng ti cc ch vng qu l tt, nhnchung khuyn mi ca Nam Ng em li hiu qu. Cn qung co thkhng thy ni n.

3. Nghin cu d liu s cp

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3.1 Sn phm nc mm m ngi tiu dng ang s dng l g? V hnh gi v sn phm nh th no?3.1.1 Cc loi nc mm ang s dng

26%

51%

7%

16%

Chin Su

Nam Ng

Nha Trang

Khc

Biu 1.1: t l cc loi nc mm ang c s dng

T bng thng k trn, c th nhn thy hin nay, Nam Ng ang lnhn hiu nc mm c s dng nhiu nht (chim 51% ) tip theo lChin Su (chim 26%), cc loi nc mm khc c s dng kh ln, ngth ba vi t l 23% trong Nha Trang chim 7%, cn li l cc nhn hiunh: Ct Hi, Trung Thnh iu ny c th l do i tng ca cuc iutra l cc h gia nh c thu nhp trung bnh v kh, a phn la chn ccloi nc mm c cht lng v gi c va phi. Bn cnh , c nhiu gianh s dng cng lc 2 loi nc mm dnh cho nu v chm. Vi ncmm chm, c th la chn cc nhn hiu nh Nam Ng, Chin Su vihng v thm ngon hn. Vi nc mm dng nu, c th la chn ccnhn hiu khc nh Ct Hi, Trung Thnh c mn hn nhng gi r

hn. T c th thy, i vi phn khc nc mm chm - vi khch hngmc tiu l cc h gia nh c thu nhp trung bnh v kh th Nam Ng cth c coi l i th cnh tranh ng gm nht i vi nc mm Knorr.

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loai nuoc mam su dung * thoi gian su dung Crosstabulation

Count

thoi gian su dung

0-4 thang 5-8 thang 9-12 thang >12 thang Total

loai nuoc mam su dung Chin Su 3 5 5 13 26

Nam Ngu 10 11 7 23 51

Nha Trang 0 4 1 2 7

Khac 0 10 2 4 16

Total 13 30 15 42 100

Bng 1.2: Thi gian s dng nc mm

Theo s liu iu tra, 42% s h gia nh c hi s dng loi ncmm ang dng trong hn 12 thng, 15% s h dng c t 9-12 thng,30% dng trong 5-8 thng. C th thy, mc trung thnh ca cc h nyi vi 1 nhn hiu nc mm l kh cao. iu c ngha, khi la chndng th v hi lng vi loi nc mm no, ngi tiu dng c xu hngtip tc s dng nhn hiu trong mt thi gian kh di.

Tuy nhin, c th thy, i vi nhng loi nc mm c thnghiu uy tn nh Nam Ng, Chin Su, t l ngi dng trn 12 thng cao hnhn cc loi khc (23% v 13% s h c hi). Trong khi , i vinhng loi nc mm khc, a s u ang s dng giai on 5-8 thng.

T c th nhn thy, thng hiu chnh l 1 nhn t quan trng to nns tin tng v trung thnh ca ngi tiu dng.

3.1.2 Mc hi lng v loi nc mm ang s dng:

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V mn:

0

5

10

15

20

25

30

35

40

rt mn 0 0 0 1

mn 9 5 2 5

va 17 39 5 9

nht 0 7 0 1

Chinsu Nam Ng Nha Trang Khc

Biu 1.3: t l mc hi lng v mn

Ty theo mc ch s dng ca ngi dng m h c th nh gi loinc mm ang s dng l mn hay khng. V d nh i vi nhng h gianh s dng nc mm chm th h s thch nc mm nht hn 1

cht so vi nhng h gia nh s dng cng loi nu hay ch bin.Theo iu tra, a s nhng ngi c hi hi lng vi mn ca loinc mm mnh ang s dng: i vi Nam Ng: 76,5% cho rng Nam Ngc mn va phi; 13,7% cho rng loi ny nht v ch c 9,8% s ngidng cho rng mn. Tng t vi Chin Su v Nha Trang: t l s ngi dnghi lng vi mn ca 2 loi ny ln lt l 65,4% v 71,4%. y cng lnhng loi nc mm c thng hiu, c tiu dng nhiu v thng ccc gia nh s dng l nc mm chm. T l hi lng cc loi nc mm

khc nh hn rt nhiu, ng thi, c nhng nh gi tiu cc l nc mmrt mn hay rt nht.

V hng v:

- -16


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0

5

10

15

20

25

30

rt hi lng 2 4 2 3

hi lng 18 26 4 7

bnh thng 5 19 1 6

khng hi lng 1 2 0 0


Biu 1.4: t l mc hi lng v hng v

T l ngi dng hi lng v hng v ca loi nc mm ang s

dng kh cao: 55%, s ngi rt hi lng chim 11%, cn li a s cho rng

tng i hi lng l 31% (th hin rng, h chp nhn hng v hin ti ca

loi nc mm nhng cha thc s a thch). Ch c 3 ngi c hi

cho rng h khng hi lng vi hng v , th v l li ri vo 2 nhn hiu

t c s ng h ca a s ngi tiu dng l Nam Ng v Chin Su.

Nguyn nhn c a ra y ch l trng hp c bit, c bit i vi

h tiu dng nn c th nh gi, ngi tiu dng nhn chung hi lng v

hng v ca nhn hiu nc mm ang s dng.

V bao b v tnh tin li:

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0

5

10

15

20

25

30

rt hi lng 1 2 1 1

Hi lng 16 15 2 5

Bnh thng 8 27 3 6

Khng hi lng 1 7 1 4


Biu 1.5 : t l mc hi lng v bao b

Trong cc loi nc mm c phng vn th Chin Su l nhn hiu t

c s hi lng ca ngi tiu dng v bao b hn c, tip n l Nam Ng

v Nha Trang. T l cha hi lng v bao b ca cc loi nc mm khc

nh Trung Thnh, Ct Hi, nc mm mua theo lt ln n 25%. Theo kt

qu iu tra, 61,5% ngi c hi hi lng v bao b ca Chin Su, vi hnh

dng chai thy tinh, thit k p. Bn cnh , i vi Nam Ng, ngi tiudng ch tng i hi lng v chp nhn bao b ca loi nc mm ny,

trong c n 13,7% ngi tiu dng cha hi lng vi bao b dng chai

nha ca Nam Ng. C kin cho rng, dng chai nha ca Nam Ng kh

m bo v mt v sinh ng thi v vic bo qun mi cho nc mm. Cn

li, a phn cc loi nc mm gi r u c dng chai nha, vi nhc

im nh trn v thit k cha t tnh thm m.

C s lin quan cht ch gia s hi lng v bao b v tnh tin li khi

s dng nc mm dng chai. Thit k ca dng chai thun di, d cm hayming chai c vi rt gip tit kim c ngi tiu dng kh a chung.

Tuy nhin, nh gi ca ngi tiu dng ch dng li mc tng i

hi lng i vi 2 loi nc mm ch o l Chin Su v Nam Ng: vi

61,5% v 60,8% s ngi c hi. i vi cc loi nc mm khc th

- -18


19/49


nh gi v yu t ny cn km kh quan hn rt nhiu: 14,3% v 25% s

ngi c hi khng hi lng v tnh tin li khi s dng cc loi nc

mm Nha Trang, Trung Thnh, Ct Hi, C chim Trng

8%

11%

81%

C

Khng

Missing

Biu 1.6: c nn thay i bao b hay khng

Khi c hi kin v vic c nn thay i bao b ca loi nc mm

ang s dng hay khng, do hn ch v thi gian cng nh ngi c

phng vn cho nn ch c khang 30% s ngi c hi tr li cu hi ny.

Nhn chung, vic a ra gi cho nh sn xut thay i bao b kh l kh

i vi ngi tiu dng, mt phn v h u a phn chp nhn c dngbao b hin c ca sn phm, mt phn do hn ch v s sng to ca mi

ngi. C 8% cho rng nn thay i v bao b ca Chin Su v Nam Ng:

chng hn c kin cho rng, nn gim bt trng lng ca chai thy tinh

ng Chin Su v hi nng tay so vi ngi dng hay ci tin hnh thc vi

rt d dng hn cho ngi s dng, li c kin cho rng Nam Ng nn i

hnh thc chai nha. Do gi tr missing kh ln nn nhng kin trn ch

mang tnh tham kho.

V gi c:

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68%

12%

16%

4%

va phi

khng t lmt

rt t

Biu 1.7: t l nh gi v gi c

Gi l mt yu t quan trng khi la chn sn phm ca ngi tiu dng,

c bit l vi nhng sn phm tiu dng hng ngy nh nc mm. Theo

kt qu iu tra: 66% ngi c hi hi lng vi gi ca sn phm ang

dng, 12% cho rng khng t lm, 16% cho rng gi l t v ch c 4%

cho rng rt t.

Tn sut Tl % Tn sut tch lyValid


21/49


v th, khng ly g lm ngc nhin khi h nh gi Chin Su l loi ncmm c mc gi ph hp nht, cn Nam Ng v cc loi nc mm khcnh Nha Trang, Trung Thnh, Ct Hi l khng t lm hay r.

Ngi tiu dng nh gi cc nhn t nh hng n quyt nh mua ncmm nh th no?

3.2.1 Cc ngun tm kim thng tin v sn phmCuc iu tra c tin hnh vi mu gm 100 phn t a li 168

cu tr li v cc ngun thng tin c tip cn vi sn phm nc mmang s dng (trong 66 cu tr li l t qung co trn truyn hnh, 31ngi bit n thng tin qua ngi thn v bn b gii thiu, bit n quacc ca hng bn l c 40 cu tr li, qua bo, tp ch c 26 cu tr li v

bit n qua tip th l 5 ngi). Trung bnh mi ngi c 1,68 cu tr li.

IBiu 2.1: t l cc ngun tm kim thng tin v sn phm

Kt qu ny cho thy, ngi tiu dng c tip cn vi nhiu ngunthng tin khc nhau v cc loi sn phm nc mm. Trong cc ngun tipcn thng tin, qung co truyn hnh vn chim t trng ln vi 66%; tipsau l ca hng bn l vi 40%; qua ngi thn v bn b l 31%; bo v

tp ch l 26%; cui cng l qua tip th vi t trng l 5%. Cc ngun khckhng nhiu, ch chim t trng rt nh l 1%.C th thy, phng tin qung co trn truyn hnh chim a s

trong cc cu tr li ca ngi c hi bi u im ca phng tin ny l ph sng rng ri, tn sut cao nn ngi tiu dng rt d dng tm kimthng tin.

- -

N1 Qung co truyn hnhN2 Ngi thn v bn bN3 Ca hng bn lN4 Bo, tp chN5 Tip thN6 Ngun khc

21

0

10

20

30

40

50

60

70

N1 N2 N3 N4 N5 N6


22/49


Ca hng bn l cng l mt ngun thng tin chim t trng ln(40%). Do nc mm l mt mt hng thit yu nn ngi tiu dng khng

phi mt qu nhiu thi gian, cng sc tm kim thng tin trc khi quytnh mua. V th, h c th tham kho li gii thiu v sn phm ca ngi

bn hng, hoc da vo mu m, cc ch tiu cht lng trn bao b snphm ti cc ca hng bn l a ra quyt nh mua.

Mt ngun thng tin kh quan trng na chim 31% l qua ngi thnv bn b gii thiu. Hu ht cc gia nh u s dng nc mm nn ngitiu dng rt d dng tham kho thng tin, kinh nghim ca nhng ngixung quanh, a ra la chn ca mnh. Tt c cc thng tin, tt hay xuu s tc ng rt ln n quyt nh mua qua knh thng tin truyn mingny.

Bo v tp ch, vi u im d tip cn, mc tin cy tng i cao,nht l thng tin trn cc bo, tp ch uy tn lun c m bo tnh chnh

xc v mt khoa hc. c gi cng rt quan tm n cc chuyn mc t vnv thc phm c li cho sc khe, cht lng sn phm. i tng muanc mm phn ln l nhng ngi ph n ni tr trong gia nh nnthng la chn cc t bo, tp ch nh Tip th & Gia nh, Th gii phn

0

10

20

30

40

50

60

70

80

Chinsu 73.1 30.8 42.3 46.15 3.8 0

Nam Ng 70.6 23.5 41.2 27.45 3.9 0

Nha Trang 0 71.4 14.3 0 42.8 14.3

Khc 0 37.5 43.8 0 12.5 10

N1 N2 N3 N4 N5 N6

Biu 2.2: t l cc ngun tm kim thng tin v tng loi nc mm

- -

N1 Qung co truynhnh

N2 Ngi thn, bn bN3 Ca hng bn lN4 Bo, tp chN5 Tip thN6 Ngun khc

22


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Nhn trn biu , ta thy ngi tiu dng bit n nc mm Chinsuv Nam Ng thng qua knh qung co truyn hnh l ln nht do MassanGroup thi gian gn y tin hnh qung co trn truyn hnh vi tn sutkh ln cho hai nhn hiu ny, cn cc nhn hiu nc mm khc gn nhkhng c qung co trn truyn hnh. V vy, nhng ngi khng s dng

Nam Ng hay Chinsu th thng s dng knh thng tin t bn b, ngithn nhiu hn. Vi ngun thng tin t ca hng bn l th phn ln ccnhn hiu c t trng tng ng nhau, tr nc mm Nha Trang do khng

phn phi rng ri cc ca hng bn l, ngi s dng loi nc mm nythng phi nh ngi quen mua h t Nha Trang hoc do c biu. Tuynhin gn y, nc mm Nha Trang bt u tin hnh tip th sn phm camnh ra ngoi Bc nn mt s ngi c hi cho bit rng h bit n sn

phm ny qua tip th.

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42%

37%

21%

ng Khng ng Mis sing

Biu 2.3: t l cho rng qung conc Biu 2.4: t l cho rng qung coMm ang dng l n tng. nc mm ang dng l trung thc

Trong s nhng ngi bit n loi nc mm ang dng qua knhthng tin qung co th c 52% cu tr li ng vi nhn nh rng qungco v loi nc mm h ang dng l n tng, d nh v 42% cho rngqung co trung thc v thng tin sn phm. iu ny cng ph hp vit l kh ln 66% i tng c iu tra bit n cc sn phm nc mmthng qua qung co.

- -24

52%

27%

21%


25/49


0

10

20

30

40

% 10 40 15 14 2 19

N1 N2 N3 N4 N5 N6

Biu 2.5 : t l ngun thng tin ng cy nht

Biu trn cho thy ngun thng tin ng tin cy nht gip ngi tiudng ra quyt nh mua l bn b, ngi thn gii thiu (40%) do ngi tiudng thng c xu hng tin tng vo kinh nghim s dng thc t canhng ngi dng trc, ch khng qu tin tng vo qung co mc drt nhiu ngi bit n cc loi nc mm thng qua ngun ny. Ca hng

bn l v bo, tp ch c mc tin cy tng ng nhau do ngi tiudng tham kho thng tin t cc chuyn mc trn cc bo hay la chn sn

phm ngay ti ca hng bn l, tuy nhin, do tm l cn e d khng bit thct s dng sn phm c tt nh thng tin tham kho c t bo, tp ch hayca hng bn l hay khng nn mc tin cy ca hai ngun ny thp hnnhiu so vi ngun t bn b, ngi thn gii thiu.

- -

N1 Qung co truynhnh

N2 Ngi thn, bn bN3 Ca hng bn lN4 Bo, tp chN5 Tip thN6 Ngun khc

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3.2.2 T l xp hng th t mc quan trng ca tng tiu ch khi muanc mm

0

10

20

30

40

50

60

70

1 8 18 32 26 10 6

2 16 37 26 13 5 2

3 35 26 21 12 6 0

4 37 17 15 31 1 0

5 4 2 6 16 46 27

6 0 0 0 2 32 65

TC1 TC2 TC3 TC4 TC5 TC6

Biu 2.6: T l xp hng th t mc quan trng t 1 n 6 (1l quan trng nht) ca tng tiu ch khi mua nc mm.

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0

1

2

3

4

5

6

im 3.13 2.48 2.37 3.04 4.64 5.35

TC1 TC2 TC3 TC4 TC5 TC6

Biu 2.7: im xp hng theo mc quan trng ca tng tiu chkhi mua nc mm.

Nhn vo hai biu trn ta thy hng v c t v tr hng uv c coi l tiu ch quan trng nht khi la chn nc mm (c 32%ngi c hi xp n vo v tr s 1). Theo nghin cu ca chng ti, visn phm nc mm ang s dng th ngi tiu dng chp nhn hng vca loi nc mm nhng cha thc s a thch.

Bn cnh hng v, ngi tiu dng cng rt quan tm n mnca nc mm, v vy c 37% kin xp n vo v tr th 2. Ty vo mcch s dng khc nhau (dng nu hoc chm) m nhng ngi c hinh gi mn ca nc mm. Vi nhng ngi s dng nc mm nu th thng thch nc mm m hn khi dng chm.

v tr quan trng th 3 l tiu ch V sinh an ton thc phm. Ngitiu dng hin nay ngy cng quan tm hn ti sc khe, v th cc ch tiucht lng, thng tin v v sinh an ton thc phm ca sn phm l yu tquan trng dn ti quyt nh mua loi mt hng ny. iu ny cng phhp vi vic Chinsu v Nam ng c ngi tiu dng la chn nhiu hn

- -

TC1 Gi

TC2 mnTC3 Hng vTC4 V sinh ATTPTC5 Nhn hiuTC6 Bao b

27


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do ngi tiu dng c th tm hiu thng tin v cht lng, v sinh an tonthc phm trn nhiu phng tin nh qung co, bo, tp chcn cc loinc mm khc t c la chn hn do ngi tiu dng kh c th tintng c mc v sinh an ton thc phm ca nhng loi nc mmny.

Gi c cng l mt yu t kh quan trng khi ngi tiu dng chnmua nc mm (c 37% ngi c hi xp yu t ny vo mc quan trngth 4). Trong s nhng ngi c hi th a s l hi lng vi mc gi hinti ca sn phm nc mm ang s dng (66% s ngi hi lng), c bitl vi nc mm Nam Ng do gi ca loi ny kh r so vi mc gi chung.iu ny cng ph hp vi vic Nam Ng hin nay ang l nhn hiu ncmm c s dng nhiu nht (chim 51%). ng thi, vn c nhiu ngicho rng gi ca nc mm Chinsu l kh t.

C 46% ngi c hi xp tiu ch Nhn hiu vo mc quan

trng th 5 khi la chn nc mm. Massan Food xy dng thng hiuca mnh kh thnh cng, v vy m nhn hiu Chinsu v Nam ng c rtnhiu ngi tiu dng la chn.

V bao b, c 65% ngi c hi xp vo v tr cui cng trongthang xp hng mc quan trng khi quyt nh mua nc mm. Tiu chny t quan trng hn c trong 6 tiu ch c hi. Tuy nhin khng c nghal ngi tiu dng khng quan tm n bao b ca n bi theo nghin cuca chng ti, ngi tiu dng thng a thch hn nhng loi nc mm cchai thy tinh m bo cht lng trong qu trnh s dng v bo qun,kiu dng chai thun di va tay khi cm, v ming chai c vi rt trnhnc mm vng ra ngoi khi rt.

3.2.3 Hnh thc khuyn mi ngi tiu dng a thch nht ca loi ncmm ang s dng

78%

19%3%

gim gi

tng thm snphm

Bc thm/quay strng thng

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Biu 2.8: t l a thch hnh thc khuyn mi

Khi c hi v hnh thc khuyn mi hp dn nht, 78% s ngic hi la chn hnh thc gim gi trc tip, 19% la chn hnh thc

tng thm sn phm v ch c 3% la chn hnh thc quay s trngthng. iu cho thy, ngi tiu dng ngy cng tr nn thc dnghn, t b thu ht bi nhng chiu bi xc tin bn hp dn ca nh sn xutnh trc. Li khuyn dnh cho marketing y l s dng cc hnh thcxc tin bn thit thc, li cun ngi tiu dng, ch cho h thy c lich tht s v c th t c khi h mua v s dng sn phm ca mnh.

3.3 Phn tch kt qu nghin cu v nc mm Knorr3.3.1 T l i tng s dng nc mm Knorr

Tn sut T l % T l tch lyValid Ri 76 76.0 76.0

Cha

24 24.0 100.0

Total

100 100.0

Bng 3.1:T l ngi s dng nc mm Knorr

Cuc nghin cu c tin hnh trn mu 100 ngi bao gm 76ngi dng nc mm Knorr v 24 ngi cha tng s dng nc mmKnorr nhm thu thp thng tin v nguyn nhn tht bi trong vic ginh lith phn ca nc mm Knorr.Bn cnh cuc nghin cu con gip thuthp thm thng tin v s nhn bit ca ngi tiu dng v nc mm Knorrcng nh xu hng tiu dng ca khch hng.

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Bng: L do khng dng

Bng 3.2: nguyn nhn cha dng knorr

Bng trn cho thy nguyn nhn ca nhng ngi c iu tra cha

tng s dng nc mm Knorr. C 3 nguyn nhn chnh l: Gi ca nc mm Knorr cao khng ph hp vi kh nng thanh ton

ca khch hng chim 41.7%.Nhm khch hng ny l nhm khch hngkh nhy cm v gi, c mc chi cho tiu dng hn ch. V vy mc d h

bit n sn phm nc mm Knorr nhng cha s dng. Ngi tiu dng khng mun thay i do h c thi quen s dng mt

loi nc mm t trc 33.3% ngi cha tng dng Knorr ni rng hkhng mun thay i sn phm mnh ang dng v h cho rng sn phm p ng nhu cu ca h.

Ngi tiu dng khng bit n sn phm nc mm Knorr.Nguynnhn ny chim 25%, h ni rng cha tng nghe hay bit n sn phmnc mm Knorr m ch bit n Knorr nh l tn mt loi ht nm. C thgii thch nguyn nhn ny mt phn c th do knh truyn thng ca ncmm Knorr cha tip cn c vi nhm khch hng ny hoc cng c thdo h qun do yu t thi gian.

- -

Tn sut T l % T l tch lyValid Gi cao 10 41.7 41.7

Khng mun

thay i

8 33.3 75.0

Khng bit

6 25.0 100.0

Total

24 100.0

Missing System 76Total 100

30


31/49


3.3.2 Ngi tiu dng nh gi nc mm Knorr nh th no? Hng v

Bng: nh gi hng v Knorr

Bng 3.3: mc hi lng v hng v

Kt qu iu tra v hng v ca nc mm Knorr trn 76 i tng theobng trn cho thy:

2.6% i tng rt hi lng vi hng v ca nc mm Knorr 61.8% i tng hi lng vi hng v ca sn phm 26.3% i tng cho rng hng v ca nc mm Knorr l bnh

thng 9.6% i tng khng hai lng vi hng v ca nc mm Knorr

Qua kt qu nghin cu trn ta c th thy cht lng ca nc mm Knorrl kh tt, phn ln i tng c iu tra cho rng hng v ca mc

- -

Tn sut T l % T l tch lyValid Rt hi lng 2 2.6 2.6

Hi lng

47 61.8 64.5

Bnh thng

20 26.3 90.8

Khng hilng

7 9.2 100.0

Total

76 100.0


31


32/49


mm Knorr l p ng c mc ch s dng.V vy y khng phi lnguyn nhn dn n tht bi ca nc mm Knorr.

mn

Tn sut T l % T l tch lyValid Rt

mn8 10.5 10.5

Mn

49 64.5 75.0

Phhp

19 25.0 100.0

Total

76 100.0

Missing

System24

Total 100

Bng 3.4:nh gi mn ca Knorr

Kt qu iu tra trn 76 i tng s dng nc mm Knorr v mn ca nc mm Knorr cho thy: 10.5% i tng cho rng nc mm Knorr rt mn, khng ph hp

vi khu v 64.5% i tng nh gi nc mm Knorr mn, khi n vn phi pha

thm cho ph hp Ch c 25% nh gi nc mm Knorr c mn ph hp

Qua kt qu nghin cu v mn ca nc mm Knorr (B2.4) c th thyhu ht khch hng nh gi l nc mm Knorr cn mn, nn nht hn cho

ph hp vi khu vi.

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Hnh thc bao b


Hi lng

52 68.4 73.7

Bnh thng 12 15.8 89.5

Khng hilng

8 10.5 100.0

Total

76 100.0


Bng 3.5:nh gi bao b Knorr

Kt qu iu tra v hnh thc bao b ca nc mm Knorr cho thy: 5.3% Rt hi lng vi mu m v kiu chai ca nc mm Knorr

68% hi lng vi mu m v kiu chai ca nc mm Knorr 15% cho rng mu m v bao b ca nc mm Knorr ch mc bnh thng

10.5% khng hi lng vi bao b, mu m ca nc mm KnorrPhn ln khch hang u nh gi cao kiu dng chai lm t thy tinh, mum p, mu sc trang nh, lch s.

Nhng i tng khng hi lng vi bao b cua Knorr cho rng vi kiudng, mu m p th h s phi tr thm tin cho bao b.y l nhm khnhy cm v gi v vy h quan tm n gi c nhiu hn l n bao b casn phm.

- -33


34/49


Tnh tin li


Hi lng

36 47.4 52.6

Bnh thng

23 30.3 82.9

Khng hi

lng

13 17.1 100.0

Total

76 100.0


Bng 3.6: nh gi tnh tin li Knorr

5.3% i tng iu tra rt hi lng trong qu trnh s dng ncmm Knorr

47.7% hi lng vi tnh tin li ca sn phm 30.3% ch nh gi tnh tin li ca nc mm Knorr mc bnh

thng 17.1% khng hi lng vi tnh tin li

Nhng ngi hi lng vi tnh tin li ca nc mm Knorr v n c thmmt ng th, gip vic s dng dng hn. Bn cnh th thit k v kiudng cng thun tin cho ngi s dngCn vi nhng ngi khng hi lng thi h cho rng vi ca nc mmKnorr lm qu ngn, khi ct i th b st vo nn hay b dnh li, chai thy

tinh nn hi nng

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Hiu qu ca cc knh truyn thng ca Knorr

Bng 3.7: Ngun thng tin bit n Knorr

64.5% i tng iu tra bit n nc mm Knorr qua qung co 4% i tng bit n qua tip th 4% i tng bit n qua bn b gii thiu 21% i tng bit n qua knh ca hng bn l 4% di tng bit qua bo, tp ch

2.5% i tng bit n qua cc knh thng tin khcQua cc con s thng k trn c th thy knh truyn thng c ch trngv u t nhiu nht l qung co vn em li hiu qu cao.Bn cnh thknh ca hng bn l cng mang li hiu qu kh tt.

Ngoi ra qua mt s ngi tiu dng cn nh v qung co ca Knorr th100% h cho rng qung co ca Knorr n tng.

- -

Tn sut T l % T l tch lyValid Qung co 49 64.5 64.5

Tip th

3 4 68.5

Bn b giithiu

3 4 72.5

Ca hng bnl

16 21 93.5

Bo, tp ch 3 4 97.5

Khc 2 2.5 100Total

76 100.0


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Bng 3.9:Nguyn nhn khng s dng Knorr

Qua kt qu trn c th thy c 2 nguyn nhn chnh ngi tiu dngkhng dng nc mm Knorr na

Gi cao:43.4% ngi c hi cho rng h thi khng dng Knorrna do gi ca n qu cao, c bit khi trn th trng c nhiu sn phm gic ph hp hn nh Nam Ng, Nha Trang

mn:40.8% nguyn nhn xut pht t mn ca nc mmKnorr.Ngi tiu dng cho rng nc mm Knorr qu mn, khng ph hpnn chuyn sang s dng sn phm khc ph hp hn

Hng v:9.2% i tng khng dng sn phm na v hng vkhng ph hp

Ch c 6.6 % cho khng s dng do khng tm thy sn phm Knorrtrn th trng na.y l nhm khch hng nh gi cao nc mm Knorrnhng do khng th tm c sn phm trn h thng phn phi nn chuyn sang s dng loi sn phm khc.

4. Kt lun v mt s kin ngh4.1 Kt lun4.1.1 Nc mm ngi tiu dng ang s dng.

Th trng nc mm hin nay ang c kh nhiu nhn hiu cnhtranh, nu Knorr mun xm nhp vo phn khc trung v cao cp th c thxc nh 2 i th cnh tranh ln l: Nam Ng v Chin Su. Ngai ra cn ccc nhn hiu khc nh: Nha Trang, Trung Thnh, Ct Hi

- -

Tn sut T l % T l tch lyValid Gi cao 33 43.4 43.4

mn

31 40.8 84.2

Hng v

7 9.2 93.4

Khng tm thy

5 6.6 100.0

Total

76 100.0


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Ngi tiu dng c xu hng a chung nhng loi nc mm cthng hiu trn th trng. T l s ngi s dng >12 thng i vi ccloi nc mm trn l kh cao. Do nc mm l mt sn phm c tiudng thng xuyn trong gia nh, phi ph hp vi khu v ca cc thnh

vin ng thi phi m bo v sinh nn khi s dng v hi lng vi snphm no, ngi tiu dng c xu hng tip tc la chn sn phm .Lng trung thnh ca khch hng i vi sn phm ang dng c th l mttr ngi i vi bt k mt nhn hiu no mun xm nhp v dnh v tr caotrn th trng nc mm ch khng ch ring Knorr.

Qua nh gi v mc hi lng ca ngi tiu dng vi cc yu t

mn, hng v, bao b, s tin li v gi c, c th rt ra:

- Ngi tiu dng nhn chung hi lng vi cht lng sn phmh ang s dng v chi ph b ra, tuy nhin, mc hi lng cha cao, c

bit l i vi nhng gia nh s dng cc loi nc mm khc. Nhng itng ny c xu hng tm kim mt sn phm u th hn thay th, do, thi gian s dng sn phm ang s dng cng khng ko di.

- mn ca Nam Ng v Chin Su c nh gi kh tt, nn

tn dng iu ny nh mt thc o hng ti v vic nh gi mn caKnorr v s n nhn ca ngi tiu dng i vi sn phm ny.

- Hnh thc chai thy tinh c mi ngi a chung hn so vichai nha vi nhng u im v kiu dng chai cng nh an tan v boqun. Loi chai c thit k c vi rt ca Chin Su khng c ngi tiudng hi lng lm do thit k vi ngn, bt tin khi s dng.

- Gi c ca Nam Ng (phn khc trung bnh) c a s ngi

tiu dng nh gi l ph hp, trong khi Chin Su (c coi l phn khccao hn) b nh gi l t. Cn xem xt v khung gi ca i th cnhtranh trong phn khc la chn c quyt nh v gi cho ph hp.

Cc yu t tc ng n quyt nh mua nc mm ca ngi tiu dng. Trong cc hnh thc khuyn mi c p dng th hnh thc

khuyn mi c yu thch nht l gim gi trc tip,v th hai l quay s

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trng thng (km gim gi gn 4 ln), cn cc hnh thc khc th rt t chothy tnh thc dng trong mua sm ca h. T , Knorr khi a ra ccchng tnh xc tin mua nn ch kch thch c i tng khchhng mc tiu nhiu hn. Trong phn phn tch th cp ta cng thy hnhthc khuyn mi tng ph ca Nam Ng cng c ngi tiu dng nnhn tt. iu ny Knorr cn phi rt thm kinh nghim.

Ngun thng tin m ngi tiu dng s dng bit v cc loi ncmm l kh phong ph trong ch yu l thng qua qung co, cn quaca hng bn l, bo, tp ch v ngi quen gii thiu th tng ngnhau.Nhng ngun thng tin c tin cy nht li l qua bn b v ngithn gii thiu, cn qua qung co, bo, tp ch, ca hng bn l v ngunkhc l tng ng nhau, v tip th li v cng thp. iu ny dn chothy c kh nng v s pht trin ca cc thng hiu uy tn tn ti lu

i nh Nha Trang, Ph Quc v thng qua kt qu iu tra th cp cho thycc loi nc mm ny c mi ngi gii thiu truyn ming rt nhiu,m y li l mt ngun thng tin rt c tin cy. Trong khi , nc mml mt sn phm tiu dng nhanh nn vic th mi ri dn n chuyn i lrt d dng. V vy Knorr cn tm cch nghin cu v tn dng hiu qu cangun thng tin truyn ming ny. V d nh gii thiu ti ch v cho khchhng dng th, nu thy ngon h s chia s vi bn b, ngi thn ca mnh.V mt ngun thng tin khc cng c ngi tiu dng quan tm l t ccca hng bn l, Knorr cng nn ch n vn ny hn c th tndng knh phn phi v truyn thng ny.

Nhn chung th cc clip qung co m Massan group a ra choChinsu v Nam Ng thu c l kh tt, bn canh y cng l mt ngunthng tin c ngi tiu dng bit n kh nhiu. V vy c th coi y lmt ngun thng tin hiu qu nu cc qung co thu ht c ngi tiudng thng qua vic gy n tng tt cho h. Qua , Knorr c th tn dngqung co nh l mt ngun thng tin quan trng c th truyn ti ccthng ip cng nh gii thiu cc sn phm ca mnh n ngi tiu dng.Trong cc thng tin th cp cho thy c qung co ca Knorr khng ph

hp vi vn ha Vit Nam nn khi thit k cng cn phi ch hn n iuny. ng thi nn pht trin thm cc hnh thc qung co nh trn bo,tp ch tng mc nhn bit thng hiu ca ngi tiu dng.

Cc tiu ch m ngi tiu dng nh gi khi la chn mt sn phmnc mm ln lt l: Hng v, mn, v sinh an ton thc phm, gi c,nhn hiu v bao b. V vy khi a cc thng ip qung co n vi ngi

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tiu dng Knorr cng nn ch nhn mnh vo nhng iu m h quan tmnht l hng v, mn, v v sinh an ton thc phm. Thi gian quacc clip qung co ca Chinsu hay Nam Ng u nhn mnh n cc yu tny, cng c th l mt trong cc l do khin Nam Ng v Chinsu chimlnh c th phn ca Knorr.

4.1.2 Nc mm KnorrNc mm Knorr c nh gi

Mn hn so vi hu ht cc sn phm khc Gi cn cao, c bit vi nhm c thu nhp trung bnh Hng v v bao b c nh gi tt Qung co ca Knorr c nh gi kh tt, n tng Knh thng tin khch hng bit n Knorr nhiu nht l qung co v

bn l Nguyn nhn khch hng cha s dng Knorr: Gi cao, khng mun

thay i, khng bit. Nguyn nhn khch hng khng s dng Knorr na ch yu: Gi cao

v mn khng ph hp.

4.2 Kin ngh v gii php:Qua nhng phn tch v kt qu nghin cu trn c th thy c

nhng vn cn tn ti ca nc mm Knorr. Bn cnh , qua kt qunghin cu v khch hng, chng ti a ra nhng kin ngh gp cho vic

ti xm nhp th trng ca nc mm Knorr nh sau: Sn phm:

- mn ca Knorr cn c iu chnh cho ph hp hn vinhu cu s dng ca khch hng. Vi nhm khch hng c thu nhp cao,cu k hn trong vic vic pha ch th mn cn cao hn khi pha voth va.Vi nhm c thu nhp thp thng c xu hng khng cn phathm khi n th mn s thp hn.

- Duy tr hng v c nh gi cao.- Bao b; duy tr hnh thc mu m p, tnh tin li (2 vi

gip d dng hn trong s dng). Tuy nhin nn ci tin v khch hng chorng vi rt qu ngn, khi rt d b dnh, chai thy tinh nng.

Gi: gi ca Knorr b cho rng l t- Do nhng ngi c hi c trung bnh tr ln nn vi i a s

th gi ca Knorr cn cao, bao b lm bng thy tinh lm tng githnh sn phm.

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- Gi cao so vi cht lng ca sn phm

Kin ngh chung nh gi thp hn cho ph hp vi nhu cu s dng cakhch hng, c bit l nhm khch hng c thu nhp trung bnh vthp.

M rng chng loi sn phm vi nhiu mc gi vac th khai thc on th trng c thu nhp cao va thu nhp trung bnh.Hin ti sn phm ca i th cnh tranh nh Nam Ng ang gi mt th

phn kh ln, gi r, ph hp vi phn ln khch hng. V vy mun ti xmnhp li th trng th Knorr cn c loi sn phm gi thp hn c thcnh tranh. Bn cnh th duy tr dng sn phm nh v cao nhm khai

thc on th trng gi cao. Cnh tranh vi cc sn phm nh Chinsu

Truyn thng:Mc d c 1 s thng tin khng tt vqung co ca nc mm Knorr tuy nhin qua kt qu nghin cu nhnchung c th thy a s ngi tiu dng c nhng nhn xt kh tt v qungco ca nc mm Knorr. Tuy nhin Knorr cng cn ch hn n nhngvn lin quan n vn ha, truyn thng khi xy dng qung co Truynthng: tip tc pht huy hiu qu ca cc knh truyn thng nh qung co,ti cc ca hng bn l v pht trin cc cch thc truyn thng khc nh

thng tin truyn ming. i vi qung co th trong lc qung co nn nhnmnh n 3 tiu ch l mn, hong v v m bo VSATTP hn. Ngoi ratng cng thng tin qua cc hot ng PR, to nh hng tt, t chc cc

bui dng th sn phm khng nh cht lng, to s lan truyn tt khiquay li th trng.

Tng cng cc hot ng khuyn mi nhm khuynkhch khch hng quay li s dng Knorr bng hnh thc gim gi, tng qukhuyn mi thit thc hn.

VI. PH LC1. Bng biu tng qut1.1 Cc loi nc mm ang s dng

- -

Tn sut T l %Tn sut tch

lyValid Chin Su 26 26.0 26.0 Nam Ngu 51 51.0 77.0 Nha Trang 7 7.0 84.0 Khac 16 16.0 100.0 Total 100 100.0 41


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nh gi mn ca loi nc mm ang s dng

danh gia do man

rat man man vua nhat Total

loai nuoc mam su dung Chin Su Count 0 9 17 0 26

% within loai nuoc mam su dung ,0% 34,6% 65,4% ,0% 100,0%

Nam Ngu Count 0 5 39 7 51

% within loai nuoc mam su dung ,0% 9,8% 76,5% 13,7% 100,0%

Nha Trang Count 0 2 5 0 7

% within loai nuoc mam su dung ,0% 28,6% 71,4% ,0% 100,0%

Khac Count 1 5 9 1 16

% within loai nuoc mam su dung 6,2% 31,2% 56,2% 6,2% 100,0%

Total Count 1 21 70 8 100


1.3 nh gi hng v loi nc mm ang s dng

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loai nuoc mam su dung * muc do hai long ve huong vi Crosstabulation

muc do hai long ve huong vi

rat hai long hai long binh thuong khong hai long Total

loai nuoc

mam su

dung

Chin Su Count 2 18 5 1 2


Nam Ngu Count 4 26 19 2 5


Nha Trang Count 2 4 1 0

% within loai nuoc mam su dung 28,6% 57,1% 14,3% ,0% 100,0%

Khac Count 3 7 6 0 1

% within loai nuoc mam su dung 18,8% 43,8% 37,5% ,0% 100,0%

Total Count 11 55 31 3 10


1.4Mc hi lng v bao b sn phmloai nuoc mam su dung * muc do hai long ve bao bi Crosstabulation

muc do hai long ve bao bi

rat hai long hai long binh thuong khong hai long Total

loai nuoc

mam su

dung

Chin Su Count 1 16 8 1

% within loai nuoc mam su dung 3,8% 61,5% 30,8% 3,8% 100

Nam Ngu Count 2 15 27 7


Nha Trang Count 1 2 3 1


Khac Count 1 5 6 4


Total Count 5 38 44 13


1.5 T l ngi bit n loi nc mm ang dng thng qua cc ngunthng tin:

biet qua quang cao

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Frequency Percent Valid PercentCumulative

PercentValid co 66 66.0 66.0 66.0

khong 34 34.0 34.0 100.0Total 100 100.0 100.0

biet qua nguoi gioi thieu



khong 69 69.0 69.0 100.0Total 100 100.0 100.0

biet qua cua hang ban le



khong 60 60.0 60.0 100.0Total 100 100.0 100.0

biet do duoc tiep thi



khong 95 95.0 95.0 100.0

Total 100 100.0 100.0

biet do nguyen nhan khac



khong 99 99.0 99.0 100.0Total 100 100.0 100.0

2. Phiu iu tra

BNG CU HI IU TRA---o0o---

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Knh cho ng/b! Chng ti l nhm sinh vin ca trng i hckinh t quc dn. Chng ti ang thc hin mt cuc nghin cu v sn

phm nc mm Knorr. Rt mong nhn c s gip ca ng/b. Thngtin ng/b cung cp c ngha rt ln vi s thnh cng ca bi nghincu. Chng ti xin cam kt v tnh bo mt thng tin ca ngi c phngvn v ch phc v cho mc ch nghin cu. Xin trn thnh cm n!

Thng tin c nhn

Tn :____________________________________________Tui :____________________________________________in thoi :____________________________________________Email :____________________________________________Ngh nghip :____________________________________________a ch :____________________________________________

1. ng/b c lm hoc c ngi quen lm trong cc lnh vc diy hay khng?

STT Lnh vc Hot ng1 Ngnh nc mm Dng phng vn2 Lnh vc nghin cu th trng Dng phng vn3 Cng vic khc Tip tc phng vn

2. Hin nay ng/b ang s dng loi nc mm no?Chinsu Nam Ng Nha Trang Khc:..............................

3. ng/b s dng loi nc mm ny bao lu? 0-4 thng 5-8 thng

9-12 thng nhiu hn 12 thng

4. ng/b nh gi mn ca loi nc mm ang dng nh thno?

Rt mn Mn VaNht Rt nht

5. ng b hy nh gi mc hi lng ca mnh i vi loi ncmm ang dung theo cc tiu ch di y:

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6. ng/b cho rng c cn thay i g v bao b hay khng? Nu c,ng/b vui lng cho bit kin.

Khng C. Nn thay i v:..................................................................

................................................................................................

7. Theo ng/b, gi ca loi nc mm ng/b ang dng: Rt t t Ph hp Khng t lm Khng t

8. Vi dung tch chai 500ml, theo ng/b gi nh th no l hp l?Nh hn 10000 10000-15000 15000-2000020000-25000 Ln hn 25000

9. ng/b bit v loi nc mm ang s dng t ngun thng tinno? (c th chn nhiu p n)

Qung co truyn hnh C ngi gii thiu Ca hng bn l c tip th Bo, tp ch

Khc: ..........................................

10. Theo ng/b u l ngun thng tin ng tin cy nht? Qung co truyn hnh

C ngi gii thiu Ca hng bn l c tip th Bo, tp ch

Khc: ..........................................

- -

Mc Tiu ch

Rt hilng

Hi lng Bnhthng

Khng hilng

Rt khnghi long

Hng vBao b chaiTnh tin li

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11. ng/b thch hnh thc khuyn mi no nht ca loi nc mmng/b ang s dng?

Gim giTng thm sn phmBc thm/ quay s trng thngKhc ..

12. ng/b c xem qung co v loi nc mm ng/b dang s dngtrn ti vi khng?

Khng -B qua cu 13C

13. ng/b hy cho bit cm nhn ca mnh v qung co theocc tiu ch di y:

Mc Tiu ch

ng Khng ng

n tngTrung thc

14. ng/b hy xp loi theo th t t quan trng nht (1) n tquan trng nht (6) cc l do c lit k di y khi ng/b

quyt nh mua nc mm:Gi c mnHng vV sinh an ton thc phmNhn hiuBao b

15. ng/b tng s dng nc mm Knorr cha? Ri tip tc cu 16

Cha tr li tip cu 15.1 ri dng phng vn.

15.1 Nu cha, ng/b vui lng cho bit l do v sao ng b khngdng?L do:.............................................................................................................................................................................................................................

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16. ng/b nh gi v nc mm Knorr nh th no theo cc tiuch sau:

mn Rt mn Mn Ph hp Hi nht Nht

17.ng/b bit n nc mm Knorr qua ngun thng tin no? Qung co truyn hnh c tip th

C ngi gii thiu Ca hng bn l Bo, tp ch Khc: ..................................

18.ng/b c nh cc chng trnh qung co ca nc mm Knorrkhng? Nu c, n tng ca ng/b v qung co nh thno, ti sao?

Khng Cn tng:.......................................................................................................................................................................................

19. ng/b cho bit nh gi ca mnh v nc mm Knorr v ncmm ng/b ang s dng (tick vo loi no tt hn) theo cctiu ch sau:

Tiu chSn phm

mn Hng v Hnh thcchai

Gi c

Nc mm Knorr

- -

Mc Tiu ch

Rt hilng

Hi lng Bnhthng

Khng hilng

Rt khnghi long

Hng vBao b chaiTnh tin li

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Nc mm angs dng

20.V sao ng/b khng s dng nc mm Knorr na?V:....................................................................................................................................................................................................................................................................................................................................................

Mt ln na cm n ng/b rt nhiu v gip chng ti hon thnhbng cu hi ny. Chc ng/b lun thnh cng v vui v trong cuc sng!

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