WS Bao Cao Thi Truong CA Phe Hoa Tan 2013

KHO ST V TH TRNG C PH BT
HA TAN NM 2013
Thi gian kho st: 01.01 10.01.2013
Da trn danh sch thnh vin Vinaresearch
Ngy thc hin: 10.05.2013

i ng thc hin: Nhn vin nghin cu W&S
THI QUEN S DNG C PH BT

HA TAN CA NGI TIU DNG
VIT NAM
A. Thng tin nghin cu
Phng php kho st
: Nghin cu trc tuyn
Thi gian kho st
: 01.01 10.01.2013
S mu kho st
: 396
a im kho st
: H Ni v H Ch Minh
i tng kho st
: Nam v N t 18 40 tui
Mc tiu nghin cu
Phng php chn mu
Nhn bit nhn hiu c ph ha tan
Khm ph thi quen s dng c ph bt ha tan
nh v v phn khc cc nhn hiu c ph ha tan trn th trng.

: nh mc
N
Nam
18 - 22 tui
23 - 29 tui
30 - 40 tui
18 - 22 tui
23 - 29 tui
30 - 40 tui
H Ch Minh
33
33
33
33
33
33
H Ni
33
33
33
33
33
33
B. Tm tt kho st
1. Nhn bit ng nhn hiu
G7 l nhn hiu c ph ha tan dn u v t l nhn bit ng ca i tng c nghin cu, c th:
Nam gii c t l nhn bit cao hn n gii trong c 3 nhn bit: Nhn bit u tin, Ton b nhn bit
khng tr gip, Ton b nhn bit.
61.1% p vin ti H Ni nhn bit trong tm tr Nhn bit u tin v sn phm G7 trong khi t l
ny ti H Ch Minh ch t 35.9%.
i tng thuc nhm 30 40 tui c t l Nhn bit u tin cao hn cc nhm tui cn li (50.8%) tuy
nhin Ton b nhn bit ca nhm 18 22 tui mi l tt nht (99.2%).
2. Nhn bit sai nhn hiu

Mt t l khng nh p vin nhn bit sai v nhn hiu c ph ha tan gia thng hiu cng ty v
nhn hiu c ph ha tan. Trong , t l nhn bit sai cao nht vi Trung Nguyn v v tr tip theo l
Nestle.
19.2% p vin nhn bit Trung Nguyn nh l nhn hiu c ph ha tan trong khi Nestle ch t 8.6%.
T l p vin n nhn bit sai v Trung Nguyn cao hn nam gii tng ng vi t l 22.2% v 16.2%.
Khu vc H Ch Minh c t l ngi nhn bit sai v Trung Nguyn cao hn H Ni tng ng 19.7% v
18.7%.
Nhm p vin tui 23 29 nhn bit sai v thng hiu Trung Nguyn cao hn cc nhm tui cn
li. ng thi y cng l nhm tui nhn bit sai v Nestle cao hn cc nhm tui khc trong Ton b
nhn bit khng tr gip.
A. Tm tt kho st
3. T l ngi s dng hin ti
Nu G7 l nhn hiu c t l ngi s dng ti thi im hin ti cao nht (26.3%) th Vinacaf v
Nescaf l nhn hiu 2 nhn hiu s dng nhiu tip theo vi t l tng ng 22.8% v 21.7%.
Nam gii s dng sn phm G7 (50.4%) v Vinacaf (55.5%) cao hn n gii. Ngc li, n s dng
Nescaf nhiu hn nam.
T l p vin s dng 3 nhn hiu G7, Nescaf, Vincafe cao nht ti H Ch Minh v tui s dng 3
nhn hiu ny cao nht l nhm 18 22 tui.
4. Loi sn phm s dng

87.1% p vin s dng c ph ha tan 3in1 nh l loi thng ung nht hin nay.
Trong , c ph G7 3in1, Nescaf 3in1 v Vinacaf 3in1 c ph sa l 3 nhn hiu c a dng vi t
l ln lt 41.7%, 22.6%. 12.2%
Gia nam v n c s chnh lch v t l ngi dng c ph ha tan 3in1. Trong khi nam gii s dng G7
3in1 (46.5%) cao hn th n gii c xu hng s dng Nescaf 3in1 (25.0%) v Passiona (4.8%) cao hn
nam.
Nu H Ni s dng cao hn H Ch Minh v sn phm G7 3in1 (47.2%) v Passiona (4.5%) th H Ch
Minh s dng Nescaf 3in1 (27.8%) v Vinacaf 3in1 c ph sa nhiu hn (16.6%).
c bit, nhm 23 29 tui s dng Nescaf 3in1 (25.0%) v Passiona (6.7%) cao hn so vi cc nhm
tui cn li mc d G7 3in1 vn l nhn hiu c dng nhiu nht ti cc nhm tui.
A. Tm tt kho st
5. Lng dng:
96.5% p vin s dng t nht 1 gi / 1 ln s dng. i vi mc s dng 1 gi / 1 ln th:
Nam gii s dng nhiu hn n gii (50.7%). Khu vc H Ni dng nhiu hn H Ch Minh (50.1%).
Nhm tui s dng nhiu nht t 23 40 tui (ng chim 33.5%).
6. Mc s dng:
Hn mt na kin p vin cho bit mc s dng c ph ha tan thng nm trong khong 1 2
ln / ngy (51.5%).
Ti mc 1 2 ln / ngy n gii nhiu hn nam gii (51.5%), i tng ti H Ch Minh c mc

s dng cao hn khu vc H Ni (56.4%) v tui 30 40 cao hn nhm tui cn li (37.7%).
7. Cch thc s dng:

Ngi tiu dng nh gi cao cch thc Pha vi nc si (90 ~ 100C ) v ung ngay khi cn nng
(67.5%) v Thm sa (35.4%) khi s dng c ph ha tan.
Nam gii c xu hng thch s dng thc ung ny khi cn nng, trong khi n gii li thch thm vo
khi cn nng s dng (31.8%).
Nu p vin ti H Ni thch thm khi cn nng (28.8%) th p vin H Ch Minh thch thm khi
ngui (30.8%). Ngoi ra, vic pha Thm sa (33.3%) c a chung ti H Ch Minh khi Gi
nguyn v c ph, khng thm bt k ph liu no (35.4%) l cch thc a chung ti H Ni.
Gia 3 nhm tui khng qu khc bit v cch thc s dng c ph bt ha tan.
A. Tm tt kho st
8. Mc ch s dng:
Bnh qun 10 ngi tham gia kho st th khong 7 ngi cho bit mc ch ung c ph ch yu l
Mun chng bun ng
Ngoi 2 mc ch Mun chng bun ng v Cn s tp trung th n gii cn dng c ph ha tan vo

Nhng lc c tm trng bun chn (40.9%), trong khi nam gii nh gi khng cao yu t ny (26.3%).
Trn 50% kin p vin ti H Ni cho cho bit s dng c ph Gii ta cng thng (54.0%) trong
khi ch c 37.4% p vin ti H Ch Minh ng vi quan im ny.
Tng hng phn tinh thn l mc ch c nhm 23 29 tui nh gi cao hn hai nhm cn li
(51.5%).
9. L do s dng:
3 l do c nh gi cao nht khi s dng c ph ha tan ca ngi dng phi k n Hng thm
hp dn (72.0%), Cch thc pha ch d dng (70.2%) v Khng mt nhiu thi gian pha ch (67.4%).
L do s dng c ph ha tan gia nam v n, khu vc v cc nhm tui nghin cu khng qu khc bit
nhau.
10. Nhn nh ca ngi tiu dng v c ph ha tan:

Khi nhc n c ph ha tan, ngi tiu dng thng nh gi y l sn phm Tin dng (4.43 im),
Dng ung hng ngy (4.18 im), Cn cho s tnh to tc thi (4.14 im), Dnh cho gii vn
phng (4.05 im).
A. Tm tt kho st
11. nh v 3 nhn hiu G7, Nescaf, Vincafe trn th trng:
G7 c nh v nh l nhn hiu c ph Cao cp trong khi Nescaf v Vinacaf c nh v nh l
nhn hiu c ph ha tan Bnh dn.
Mi nhn hiu u c nh v vi cc tnh cht c th nh sau:

G7: c nh v nh l Nhn hiu quc t, Nhn hiu ni ting, Cht lng tt, Nhiu dng sn
phm a dng.
Nescaf: c nh v nh l Nhn hiu Bnh dn, Nhn hiu quc t, Gi c ph hp
Vinacaf: c nh v nh l Nhn hiu c ph Vit, Nhn hiu bnh dn, Gi c ph hp, Cht
lng tt v Nhn hiu ni ting.
12. 5 nhn t nh hng n vic mua c ph ha tan:

5 nhn t nh hng n quyt nh mua c ph ha tan ca ngi tiu dng: Gi c, Dch v khch
hng, Phn phi, Qung co sn phm v Cht lng sn phm. Trong yu t Cht lng sn phm
c nh gi cao nht so vi cc yu t cn li (4.40 im).
Vi yu t Cht lng sn phm th n gii chim t l cao hn nam gii. Tng t, t l H Ni
cng cao hn H Ch Minh. Khi xt v tui th kt qu cho thy tui cng tng th t l ch trng
n vn cht lng khi mua cng cao.
A. Tm tt kho st
13. Phn khc tiu dng c ph ha tan:
C 4 phn khc nhm tiu dng c ph ha tan nh sau:
Nhm quan tm cht lng sn phm
Nhm quan tm dch v khch hng

Nhm quan tm gi c v phn phi
Nhm quan tm qung co sn phm
Nhm quan tm cht lng sn phm:
T l nam v n kh bng nhau chim t l ln lt l 52.0% v 48.0%.

p vin trong nhm ny ti khu vc H Ni chim 55.0% v H Ch Minh thp hn mt t vi 45.0% .
Trong nhm ny c s phn b theo tui nh sau: 18 22 tui chim 37.0%, 23 29 tui chim 29.0%
v 30 40 tui chim 34.0%.
Nhm quan tm dch v khch hng:
Trong ni b nhm quan tm dch v khch hng nam chim 53.6%. Trong khi , n chim t l thp
hn mt t vi 46.4%.
Nu xt v khu vc th t l t c kh u vi H Ni 50.5% v H Ch Minh 49.5%.
Bn cnh , trong nhm ny tui 23 - 29 chim t l cao nht vi 37.1%. Trong khi , hai nhm cn
li l 18 22 tui v 30 40 tui chim t l ln lt l 33.0% v 29.9%.
A. Tm tt kho st
13. Phn khc tiu dng c ph ha tan:
Nhm quan tm gi c v phn phi:
Vi nhm quan tm gi c v phn phi t l ngi n chim kh cao vi 57.2%. Trong khi , nam ch
chim 42.8%.
Trong ni b nhm c s cn bng gia H Ni v H Ch Minh vi t l tng ng l 49.3% v 50.7%.
Hai nhm 23 29 tui v 30 40 tui u chim t l l 36.2%. Trong khi , nhm 18 22 tui chim
t l nh hn vi 27.6%.
Nhm quan tm qung co sn phm:
T l nam trong nhm quan tm n qung co chim n 61.7%. Trong khi , t l n ch chim 38.3%.
p vin khu vc H Ni chim 40.4%, cn 59.6% cn li l nhm p vin ca H Ch Minh.
18 22 tui chim t l n 44.7% trong nhm quan tm n qung co. Trong khi , nhm 23 29 tui
v nhm 30 40 tui chim t l thp hn tng ng l 25.5% v 29.8%.
C. Bo co chi tit
PHN I: NHN BIT

NHN HIU
PHN I NHN BIT NHN HIU

G7, Nescaf v Vinacaf l 3 nhn hiu c t l nhn bit tt nht
Khi nhc n cc nhn hiu c ph ha tan ti Vit Nam, 97.0% p vin u nh n nhn hiu G7 ca Trung Nguyn. Nhn hiu
ny tip tc chim u th ti Nhn bit u tin vi t l 48.5%. Hai nhn hiu tip theo khng km cnh so vi G7 l Vinacaf
v Nescaf vi t l ln lt l 92.4% v 91.2%
Hnh 1: Nhn bit u tin Theo tng th

Nhn bit u tin
97.0
61.1
Tng nhn bit
92.4
91.2
65.9
Tng nhn bit khng tr gip
Nhn bit khng ng
59.6
48.5
39.4
22.7
21.2
14.1
13.4
0.3
G7
Nescaf
Vinacaf
19.7
4.8
MacCoffee
1.3
0.3
1.3
Passiona
Rockcafe
Highland
Q. Khi nhc n C ph bt ha tan, vui lng cho bit bn nh ngay n nhn hiu no? [SA] n=396
Q. Vui lng cho bit bn cn nh n nhn hiu no khc na khng ngoi nhn hiu k trn? [MA] n = 396
Q. Vui lng cho bit tt c nhng nhn hiu m bn bit sau y, ngoi nhng nhn hiu k trn? [MA] n=396
1.1
6.6 8.4
Khc
19.2
11.1
3.8
Trung
Nguyn
8.6
Nestle
VT: (%)

Gia nam v n c s khc bit nhau trong vic nhn bit nhn hiu
Trong khi nam gii t t l Tng nhn bit nhn hiu G7 ln n 98.0%, th n gii li nhn bit Vincaf tt hn, chim
97.5%. Tuy nhin, khi xt v Tng nhn bit khng tr gip, th Nescaf chim t l cao nht n gii (67.7%), trong khi
nam gii vn l G7 vi 54.0%.
Hnh 1.1: Nhn bit nhn hiu - Nam gii

Nhn bit u tin
98.0
87.9
68.7
54.0
54.5
Tng nhn bit
87.4
56.6
Nhn bit khng ng
35.4
19.7
G7
10.1
Nescaf
96.0
67.7
42.9
22.7
G7
Nescaf
0.5 5.1
Vinacaf
19.7
12.1
1.0
MacCoffee
Passiona
Rockcafe
1.0
Highland
7.5 9.6
Khc
11.6
16.2
Trung Nguyn
3.0 8.6
Nestle
Hnh 1.2: Nhn bit nhn hiu - N gii
97.5
94.4
63.1
13.6
62.6
31.8
43.4
18.2
Vinacaf
2.5
4.5
Passiona
MacCoffee
19.7
0.5
14.6
1.5
Rockcafe
Highland
1.0 5.5 7.1
Khc
22.2
10.6
Trung Nguyn
4.5
8.6
Nestle
VT: (%)

G7 l nhn hiu c ph ha tan c nhn bit kh tt ti H Ni
Xt v Nhn bit u tin, G7 t t l cao hn hn so vi cc nhn hiu cn li ti H Ni (61.1%) tuy nhin li khng qu cao
so vi 2 nhn hiu Nescaf v Vinacaf ti H Ch Minh. Bn cnh t l nhn bit ng nhn hiu, th cc i tng ti H Ch
Minh c t l nhm ln v thng hiu Trung Nguyn v Nestle u cao hn i tng H Ni.
Hnh 1.3: Nhn bit nhn hiu - H Ch Minh

Nhn bit u tin
96.0
35.9
66.2
Nhn bit khng ng
64.1
26.3
28.8
18.7
1.0
34.3
24.7
2.0
0.5
G7
Nescaf
Vinacaf
89.9
91.9
98.0
Tng nhn bit
92.9
92.4
56.6
Passiona
MacCoffe
Rockcafee
15.2
4.0 6.1
1.0
Highland
11.6
Khc
19.7
5.1 10.1
Trung
Nguyn
Nestle
Hnh 1.4: Nhn bit nhn hiu - H Ni
75.3
61.1
56.1
13.6
G7
Nescaf
55.1
44.4
7.6
9.6
0.5
Vinacaf
MacCoffe
19.2
1.5
14.6
Passiona
Rockcafee
11.6
1.5
2.0 9.0
Highland
Khc
10.6
10.6
18.7
Trung
Nguyn
2.5
7.1
Nestle
VT: (%)

G7 tip tc l nhn hiu c ph ha tan c nhn bit kh tt i vi c 3 nhm tui
Nhn hiu G7 c trn di 50% p vin cc nhm tui Nhn bit u tin khi nhc n c ph ha tan ti Vit Nam. Nhn
hiu ny cng chim t l phn trm v Tng nhn bit cao nht trong cc nhm tui.
Hnh 1.5: Nhn bit nhn hiu T 18 22 tui

Nhn bit u tin
99.2
93.2
88.6
64.4
66.7
Nhn bit khng ng
55.3
29.5
27.3
47.7
28.0
G7
11.4
Nescaf
97.7
Tng nhn bit
0.8
Vinacaf
92.4
92.4
Passiona
18.9
4.5
MacCoffee
Rockcafe
1.5 8.3
8.3
6.1
Highland
Khc
10.6 18.9
4.5
2.3
Trung Nguyn
Nestle
Hnh 1.6: Nhn bit nhn hiu - T 23 29 tui
66.7
60.6
59.8
36.4
28.0
47.0
20.5
G7
93.9
64.4
50.8
12.1
Nescaf
92.4
91.7
62.9
59.1
15.2
G7
Vinacaf
Nescaf
18.9
Vinacaf
19.7
2.3
3.8
Passiona
MacCoffee
1.5 14.4
Rockcafe
Highland
9.2 12.2
2.3
Khc
11.4
21.2
6.8
Trung Nguyn
9.8
Nestle
Hnh 1.7: Nhn bit nhn hiu - T 30 40 tui

52.3
0.8
6.1
MacCoffee
0.812.9
Passiona
0.8
20.5
Rockcafe
0.8
17.4
Highland
0.8
4.6
4.6
Khc
11.4
17.4
Trung Nguyn
11.4
2.3
Nestle
VT: (%)
PHN II: THI QUEN S

DNG SN PHM
1. Mc ung (1)
93.4% p vin ung c ph ha tan t nht 2 3 ln / ngy
Trong , mc ung ph bin nht ca cc p vin kho st khong t 1 2 ln / ngy, chim 51.5% tng ngi
tham gia kho st.
Hnh 2: Mc ung
51.5
17.4
0.8
5 ln / ngy tr ln
24.5
5.8
3 - 4 ln / ngy
Q. Vui lng cho bit mc ung c ph ha tan ca bn? SA n=306
1 - 2 ln / ngy
4 - 6 ln / tun
2 - 3 ln / tun
VT: (%)
1. Mc ung (2)
Mc ung t 1 2 ngy chim t l cao nht c nam v n
Gia nam v n c mt t khc bit v tn sut s dng c ph ha tan. Trong khi, n gii s dng c ph ha tan mc
4 6 ln / tun v 1 2 ln / ngy cao hn, th nam gii c mc s dng t 2 3 ln / tun (25.8%) nhnh hn
ngi n (23.2%).
Hnh 2.1: Mc ung Gii tnh
Nam
N
5 ln / ngy tr ln
1.5
0.0
3 - 4 ln / ngy
6.6
5.1

Q. Vui lng cho bit gii tnh ca bn? SA n=306
1 - 2 ln / ngy
50.0
53.0
4 - 6 ln / tun
16.2
18.7
2 - 3 ln / tun
25.8
23.2
VT: (%)
1. Mc ung (3)
1 2 ln / ngy v 2 3 ln / tun l 2 mc ung cao nht i vi ngi c hi c 2 khu vc
Khi so snh v cc mc ung gia 2 khu vc, p vin ti H Ch Minh c mc ung t 1 2 ln / ngy cao hn
H Ni (58.1% v 44.9%). Trong khi , vi mc 2 3 ln / tun v 4 6 ln / tun th i tng ti H Ni chim
t l cao hn.
Hnh 2.2: Mc ung Tnh thnh
H Ch Minh
H Ni
5 ln / ngy tr ln
0.0
1.5
3 - 4 ln / ngy
6.1
5.6

Q. Vui lng cho bit khu vc sinh sng ca bn? SA n=306
1 - 2 ln / ngy
58.1
44.9
4 - 6 ln / tun
16.7
18.2
2 - 3 ln / tun
19.2
29.8
VT: (%)
1. Mc ung (4)
1 2 ln / ngy l mc ung ph bin tt c tui. Tuy nhin, tui 30 40 chim t
l ny cao nht vi 58.3%
Khong 45.5% ngi nhm 18 22 tui c mc ung thng xuyn nht 1 2 ln / ngy v c xu hng tng dn
theo tui. Ngc li, mc ung 2 3 ln / tun c t l gim dn t nhm tui 30 40 tui n 18 22 tui.
Hnh 2.3: Mc ung tui
5 ln / ngy tr ln
3 - 4 ln / ngy
1 - 2 ln / ngy
4 - 6 ln / tun
2 - 3 ln / tun
18 - 22 tui
0.8
6.1
45.5
17.4
30.3

Q. Vui lng cho bit tui ca bn? SA n=306
23 - 29 tui
0.8
7.6
50.8
15.9
25.0
30 - 40 tui
0.8
3.8
58.3
18.9
18.2
VT: (%)
2. Nhn hiu hin ti ang s dng (1)

C n 70.5% p vin hin ti ang s dng cc sn phm G7 ca Trung Nguyn
Ngoi G7 th Vinacaf v Nescaf l 2 nhn hiu ang c s dng nhiu tip theo chim t l ln lt l 61.2% v 58.1%.
Hnh 3: Nhn hiu hin ti ang s dng
Vinacaf
70.5%
G7
58.1%
61.2%
Nescaf
Highland
Coffee
Maccoffee
25.6%
15.4%
23.1%
Rock Caf
Q.Vui lng cho bit nh gi ca bn vi tng nhn hiu c ph sau y ? MA n=396
Passiona
14.3%
2. Nhn hiu hin ti ang s dng (2)

Khi xt nhn hiu s dng hin ti vi tng s la chn (974) th G7, Vinacaf v Nescaf vn l 3 nhn
hiu c t trng la chn cao nht.
Trong , dn u v nhn hiu ang s dng hin ti l G7 chim 26.3%.
Hnh 3.1: Phn trm t l s dng c ph ha tan Theo tng

la chn
G7
26.3
Vinacaf
22.8
Nescaf
21.7
Rock Cafe
9.5
MacCoffee
Passiona
Highland Coffee
8.6
5.7
5.3
Q.Vui lng cho bit nh gi ca bn vi tng nhn hiu c ph sau y ? MA n=396
VT: (%)
2. Nhn hiu hin ti ang s dng(3)

C mt t khc bit v nhn hiu hin ti ang s dng khi so snh theo gii tnh, tui
hoc khu vc sinh sng.
Theo gii tnh: Nhm nam c s dng sn phm Nescaf nhiu hn 5.2% so vi nhm n.
Theo khu vc: Nhn chung p vin H Ch Minh s dng c Nescaf, Vinacaf v G7 nhiu hn so vi p vin H Ni.
Theo tui: Nhm p vin 18 22 tui c s lng la chn nhn hiu ang s dng cao hn so vi cc tui khc c
Nescaf, Vinacaf, G7.
Hnh 3.2: Hin ti s dng Gii tnh

Nam
Hnh 3.4: Tui
Hnh 3.3: Khu vc

H Ch Minh
H Ni
18 - 22 tui
23 - 29 tui
30 - 40 tui
Nescaf (n=211)
52.6
47.4
55.5
44.5
36.0
33.6
30.3
Vinacaf (n=222)
49.5
50.5
57.7
42.3
34.7
33.8
31.5
G7 (n=256)
50.4
49.6
52.0
35.2
34.4
30.5
Q.Vui lng cho bit nh gi ca bn vi tng nhn hiu c ph sau y? Matrix SA n=396
48.0
VT: (%)
3. Loi c ph s dng (1)

C 10 ngi tham gia kho st th c khong trn 8 ngi s dng C ph ha tan 3in1 nh
l loi c ph thng ung nht.
Trong 87.1% p vin s dng c ph Ha tan 3in1 th c n 46.4% ngi s dng G7. Hai nhn hiu c a chung tip theo
l Vinacaf (24.3%) v Nescaf (22.6%). C th, 3 nhn hiu c ph ha tan 3in1 c a chung nht ln lt l: G7 3in1
(41.7%), Nescaf 3in1 (22.6%), Vinacaf 3in1 c ph sa (12.2%)
Hnh 4.1: Dng c ph

3in1 thng ung
Hnh 4: C ph ha tan
thng ung
Hnh 4.2: Nhn hiu c ph 3in1

thng dng
G7 3in1
41.7
Nescaf 3in1
46.4
22.6
Vinacaf 3in1 C ph sa
12.2
Vinacaf 3in1 C ph ha tan
Passiona
Nescafe
Ha tan en hon ton
Vinacafe
G7
3.2
Ha tan 2in1
3in1
Ha tan 3in1
Q. Vui lng cho bit trong cc loi c ph sau y, bn thng ung loi no nht? SA n=396.
Q. Vui lng k tn nhn hiu c ph 3in1 bn thng ung trong danh sch di y? SA n=345
2.9
0.6
Rock Caf
87.1
5.6
Vinacaf 3in1 - 8 loi ht
24.3 22.6
Ha tan 3in1: 87.%

n = 345
MacCoffee
7.3
5.8
5.5
Passiona
3.2
G7 Cappuchino Chocolate
2.6
MacCoffee 3in1 m
2.0
G7 Cappuchino Mocha
1.7
MacCoffee 3in1 C in
0.9
Wake-up Caf Si Gn
0.9
Rock Caf Cappuchino 0.3

Rock Caf TenCaf 3in1
0.3
G7 Cappuchino Hazelnut
0.3
VT: (%)

i vi loi c ph 3in1 th nhm n c xu hng ung nhiu hn nhm nam.
C s khc bit gia nam v n trong vic la chn c ph ha tan 3in1 s dng. Nhn chung, n gii c xu hng s dng
loi ny nhiu hn nam gii, t l tng ng l 54.5% v 45.5%. Trong khi , tui v vng min nghin cu khng nh hng
n vic la chn loi c ph 3in1 s dng.
Hnh 4.3: Loi c ph 3in1 thng ung nht Gii tnh, Tnh thnh, tui
Nam
45.5%
54.5%
H Ni
51.0%
H Ch
Minh
49.0%
Q. Vui lng cho bit gii tnh ca bn? SA n = 396
18 22
tui
23
tui
33.0%
34.8%
29
30
tui
40
32.2%
Da trn mu n = 345
VT: (%)

Trong khi nam gii s dng nhn hiu G7 3in1 nhiu hn th n gii li dng Nescaf nhiu hn.
Kt qu phn tch theo gii tnh cho thy, nam gii c xu hng thch s dng c ph G7 3in1 hn (46.5%) trong khi n gii a
chung hn v sn phm Nescaf 3in1 v Passiona nhiu hn nhm nam.
Hnh 4.4: Nhn hiu ca loi c ph 3in1 Gii tnh

N
G7 3in1
Nescaf 3in1
Nam
37.8
46.5
25.0
19.7
11.7
12.7
Vinacaf 3in1 - 8 loi ht c ph ngon nht Vit Nam
5.9
5.1
6.9
4.5
2.1
3.2
MacCoffee 3in1 m
1.6
2.5
G7 Cappuchino Mocha
1.6
1.9
MacCoffee 3in1 C in
0.5
1.3
Wake-up Caf Si Gn
0.5
1.3
Passiona
4.8
1.3
Rock Caf Cappuchino Hazelnut
0.5
0.0
0.5
0.0
0.5
0.0
Q. Vui lng cho bit gii tnh ca bn? SA n = 396
VT: (%)

Nhn chung, nhn hiu c phn G7 3in1 c ung nhiu nht c H Ni ln H Ch Minh.
Trong khi nhn hiu G7 3in1 v Passiona c p vin ti H Ni s dng nhiu hn th t l p vin ti H Ch Minh li dng
sn phm Nescaf 3in1 v Nescaf 3in1 c ph sa cao hn so vi H Ni.
Hnh 4.5: Nhn hiu 3in1 Khu vc

H Ni
G7 3in1
H Ch Minh
47.2
Nescaf 3in1
36.1
17.6
27.8
8.0
16.6
6.2
5.3
Vinacaf 3in1 - 8 loi ht c ph ngon nht Vit Nam
5.7
5.3
Wake-up Caf Si Gn
Passiona
MacCoffee 3in1 C in
MacCoffee 3in1 m
1.8
4.5
3.4
0.6
2.8

G7 Cappuchino Mocha
1.8
1.8
1.2
1.2
0.6
2.8
0.6
0.6
0.0
0.6
0.0
Q. Q. Vui lng cho bit khu vc sinh sng ca bn? SA n=306
VT: (%)

Trong khi nhn hiu c ph G7 3in1 c nhm 18 22 tui a chung th Passiona li c p
vin c tui 23 29 ung nhiu hn so vi hai nhm cn li.
G7 3in1 l nhn hiu c a chung nht ca c 3 nhm tui. Trong , nhm 18 22 tui c t l ngi s dng cao hn hai
nhm cn li. Ngoi ra, nhm p vin 23 29 tui cn c mi quan tm cao hn so 2 nhm tui cn li i vi nhn hiu
Passiona ca Trung Nguyn (t l 6.7%).
Hnh 4.6: Nhn hiu 3in1 tui

18 - 22 tui
G7 3in1
Nescaf 3in1
Vinacaf 3in1 - 8 loi ht c ph
Wake-up Caf Si Gn
G7 Cappuchino Mocha
MacCoffee 3in1 C in
MacCoffee 3in1 m
Highland Coffee 3in1
Passiona
23 - 29 tui
36.7
46.5
22.8
42.3
25.0
12.3
5.3
5.3
4.4
1.8
0.9
0.9
0.0
0.0
0.0
0.0
0.0
0.0
30 - 40 tui
13.3
5.8
5.0
2.5
0.8
0.0
1.7
0.8
0.0
1.7
0.0
6.7
0.0
19.8
10.8
6.3
6.3
0.9
0.0
0.0
2.7
0.0
2.7
4.5
0.0
2.7
0.9
VT: (%)
4. Thi im s dng (1)

C n 69.2% ngi c kho st thng ung c ph vo khong 6:00 9:00 sng.
Ngoi thi im t 6:00 9:00 sng thng dng c ph nht th cn c 31.3% c hi cho bit c thi quen ung Sau 18:00.
i vi thi im c s dng nhiu nht - 6:00 9:00 sng th t l ngi nam nhm ny xp x bng vi ngi n. Trong
khi , nhm H Ch Minh c t l cao hn so vi H Ni. Tng t, nhm 23 29 tui c t l cao hn so vi 2 nhm tui cn
li.
Hnh 5: Thi im s dng
69.2
80
40
31.3
25.5
12.9
7.6
Trc 6:00
6:00 - 9:00
9:01 - 11:00
10.6
8.8
11:01 - 13:00
13:01 - 16:00
16:01 - 18:00
Sau 18:00
i vi thi im s dng t 6:00 9:00 sng:

Hnh 5.1: Theo gii tnh
Hnh 5.2: Theo khu vc
Nam
49.3
50.7
H Ch Minh
47.1
52.9
Hnh 5.3: Theo tui
31.8
33.6
H Ni
18 - 22 tui
23 - 29 tui
30 - 40 tui
34.7
Q.Vui lng cho bit bn thng ung c ph vo thi gian no trong ngy ? MA n=396
Q. Vui lng cho bit ni sinh sng ca bn? SA n=396
VT: (%)
5. Lng dng (1)

95.7% t l p vin s dng c ph ha tan t 1 gi tr ln cho 1 ln s dng.
C n 58.6% i tng tham gia kho st cho bit thng s dng khong 1 gi / ln s dng. Trong khi , T l p vin s
dng c ph ha tan di 2/3 gi cho 1 ln dng chim t l rt thp ch chim 4.3%.
Hnh 6: Lng c ph ha tan s dng

58.6
16.9
0.5
t hn 1/2 gi
1.8
Khong 1/2gi
20.2
2.0
Khong 2/3 gi
Khong 1 gi
Q.Vui lng cho bit liu lng s dng c ph trn 1 ln pha ch ca bn? SA n=396
Khong 1.5 gi
Khong t 2 gi tr ln
VT: (%)
5. Lng dng (2)

S p vin nam dng lng c ph Khong t 2 gi tr ln nhiu hn so vi n.
p vin n c xu hng s dng ph bin khong 1 gi / 1 ln nhiu hn nam vi t l so snh l 64.1% v 53.0%. Trong khi ,
vi lng dng l Khong t 2 gi tr ln th t l ny ngi n l 13.6% cn i vi nam th ln n 26.8%.
Hnh 6.1: Lng c ph ha tan s dng Gii tnh
Nam
N
t hn 1/2 gi
Khong 1/2gi
Khong 2/3 gi
Khong 1 gi
Khong 1.5 gi
0.5
0.5
0.5
3.0
2.0
2.0
53.0
64.1
17.2
16.7
Khong t 2 gi tr
ln
26.8
13.6
VT: (%)
5. Lng dng (3)

T l p vin s dng khong hn 2 gi / ln ti H Ch Minh cao hn H Ni.
T l dng Khong 1.5 gi tr xung H Ni nhn chung cao hn H Ch Minh. Trong khi , lng dng Khong t 2 gi tr
ln H Ch Minh li cao hn so vi H Ni.
Hnh 6.2: Lng c ph ha tan s dng Khu vc
H Ch Minh
H Ni
t hn 1/2 gi
Khong 1/2gi
Khong 2/3 gi
Khong 1 gi
Khong 1.5 gi
1.0
0.0
2.0
1.5
1.5
2.5
57.1
60.1
14.1
19.7
Khong t 2 gi tr
ln
24.2
16.2
VT: (%)
5. Lng dng (4)

Khng c qu nhiu s khc bit vi lng s dng trong mt ln dng gia cc nhm tui.
Trong cng mt lng pha cho mt ln s dng th gi 3 nhm tui khng c qu nhiu s khc bit. Tuy nhin, tui cng tng
th lng c ph cho mt ln dng cng tng mt t. C th, vi lng Khong t 1 gi tr ln th nhm 18 22 tui l 94.6%,
cn 23 29 tui l 96.1% v 30 40 tui l 96.3%.
Hnh 6.3: Lng c ph ha tan s dng tui
18 - 22 tui
23 - 29 tui
30 - 40 tui
t hn 1/2 gi
Khong 1/2gi
Khong 2/3 gi
Khong 1 gi
Khong 1.5 gi
0.8
0.0
0.8
1.5
3.0
0.8
3.0
0.8
2.3
59.8
59.8
56.1
13.6
17.4
19.7
Khong t 2 gi tr
ln
21.2
18.9
20.5
VT: (%)
6. Mc ch s dng (1)
C n 70.5% ngi c hi cho rng ung c ph ha tan v mun Chng bun ng.
Chng bun ng l l do c nhiu ngi chn s dng c ph ha tan nht. Bn cnh , Cn s tp trung cng chim c
67.4% kin p vin ng tnh.
Hnh 7: Mc ch s dng
70.5
67.4
45.7
43.9
41.2
33.6
30.8
20.7
10.6
Chng bun
ng
Cn s tp
trung
Gii ta cng Tng hng phn

thng
tinh thn
Q.Vui lng cho bit mc ch s dng c ph ca bn? MA n=396
Thi quen
Tm trng bun Cn s sng to

chn
Gii kht
8.6
Nghin c ph Tng cng tr

nh
VT: (%)
6. Mc ch s dng (2)
Mc ch s dng c ph ha tan ca n trong trng hp Tm trng bun chn cao hn
kh nhiu so vi nam.
n 76.8% p vin n cho bit Chng bun ng l mt trong nhng mc ch s dng chnh. Trong khi , Cn s tp trung
c la chn nhiu nht nhm nam chim 68.2%.
Hnh 7.1: Mc ch s dng - Gii tnh
Nam
N
Chng bun
ng
Cn s tp
trung
Gii ta cng
thng
64.1
76.8
68.2
66.7
47.0
44.4
Tng hng
phn tinh
thn
47.0
40.9
Thi quen
Tm trng
bun chn
Cn s sng
to
Gii kht
Nghin c
ph
Tng cng
tr nh
41.9
40.4
26.3
40.9
33.3
28.3
20.7
20.7
10.6
10.6
9.1
8.1
Q.Vui lng cho bit mc ch s dng c ph ha tan ca bn? MA n=396

Q. Vui lng cho bit gii tnh ca bn? SA n=396.
VT: (%)
6. Mc ch s dng (3)
p vin ti H Ni nh gi cao v mc ch Gii ta cng thng (54.0%) hn so vi nhm
H Ch Minh (37.4%).
Trong khi mc ch s dng c ph bt ha tan nhiu nht khu vc H Ch Minh l Chng bun ng (72.2%), th a phn p
vin khu vc H Ni l do Cn s tp trung.
Hnh 7.2: Mc ch s dng - Khu vc
H Ch Minh
H Ni
Chng
bun ng
Cn s tp
trung
72.2
68.7
65.2
69.7
Tng hng
phn tinh
thn
43.4
44.4
Thi quen
Gii ta
cng thng
Cn s
sng to
Tm trng
bun chn
Gii kht
Nghin c
ph
40.4
41.9
37.4
54.0
34.8
26.8
32.3
34.8
24.2
17.2
15.2
6.1
Q.Vui lng cho bit mc ch s dng c ph ha tan ca bn? MA n=396

Q. Vui lng cho bit ni sinh sng ca bn? SA n=396.
Tng
cng tr
nh
9.1
8.1
VT: (%)
6. Mc ch s dng (4)
Mc ch ung chnh ca nhm 18 22 tui l Cn s tp trung (76.5%). Trong khi , 2
nhm tui cn li l Chng bun ng.
Nu l do Cn s tp trung, Chng bun ng v Tm trng bun chn gim dn khi tui tng dn (t 18 40) th l do
Gii ta cng thng li c xu hng ngc li vi t l ti cc nhm tui 18 22, 23 29 v 30 40 tui ln lt l 43.2%,
44.7% v 49.2%.
Hnh 7.3: Mc ch s dng - Nhm tui
18 - 22 tui
23 - 29 tui
30 - 40 tui
Cn s tp
trung
76.5
62.9
62.9
Chng bun Gii ta cng

ng
thng
72.0
43.2
70.5
44.7
68.9
49.2
Tm trng
bun chn
38.6
31.8
30.3
Q.Vui lng cho bit mc ch c ph ha tan ca bn ? SA n=396

Q. Vui lng cho bit tui ca bn? SA n=396.
Thi quen
36.4
44.7
42.4
Tng hng Cn s sng

phn tinh thn
to
33.3
28.0
51.5
34.1
47.0
30.3
Gii kht
Nghin c ph
22.7
18.9
20.5
6.8
13.6
11.4
Tng cng
tr nh
5.3
10.6
9.8
VT: (%)
7. L do s dng (1)
C n 72.0% ngi c hi s dng c ph ha tan ch yu v Hng thm hp dn.
Ngoi Hng thm hp dn th 2 l do s dng chnh tip theo l Cch thc pha ch d dng (70.2%) v Khng mt nhiu thi
gian pha ch (67.4%).
Hnh 8: L do s dng
L do khc
Hng thm hp dn
72.0
Cch thc pha ch d dng

70.2
Dng th
Khng mt nhiu thi gian pha ch

67.4
Nhiu ngi dng nn dng theo
0.3
1.0
4.5
7.6
To phong cch
65.2
Gi c ph hp vi ti tin
63.9 V ngon
18.4
22.0
Thay th c ph phin / pha sn tm thi
60.6 Nh gn, d mang theo
37.4
Thi quen ca bn thn
55.3
m thch hp
c by bn nhiu ni
Q.Vui lng cho bit l do s dng c ph ca bn? MA n=396
VT: (%)
7. L do s dng (2)
Nhn chung, t l la chn i vi cc l do s dng c ph ha tan n cao hn hoc gn
bng so vi nam.
Trn 70% n gii cho rng l do s dng c ph ha tan l v Hng thm hp dn v Cch thc pha ch d dng c phn cao
hn so vi nam gii. Ngc li, vic Thay th c ph phin / pha sn tm thi l yu t c nam gii xem trng hn nhiu so
vi p vin n (22.2%).
Hnh 8.1: L do s dng Gii tnh
Khng
Cch
Gi c
Hng
mt
thc pha
ph hp
nhiu
thm hp
ch d
vi ti
dn
thi gian
dng
tin
pha ch
Nam
69.7
63.1
66.2
65.7
N
74.2
77.3
68.7
64.6
Nh gn, m c by Thi
V ngon d mang thch
bn quen ca
theo
hp
nhiu ni bn thn
59.6
68.2
Q.Vui lng cho bit l do s dng c ph ca bn? MA n=396

Q. Vui lng cho gii tnh ca bn? SA n=396.
60.1
61.1
51.0
59.6
38.4
36.4
21.2
22.7
Thay th
c ph
phin /
pha sn
tm thi
22.2
14.6
To
phong
cch
7.6
7.6
Nhiu
ngi
dng nn Dng th
dng
theo
5.6
1.0
3.5
1.0
L do
khc
0.0
0.5
VT: (%)
7. L do s dng (3)
Gn kin p vin c H Ch Minh v H Ni ng rng l do s dng c ph ha tan
v Hng thm hp dn.
Bn cnh l do Hng thm hp dn th Cch thc pha ch d dng c cc i tng ti H Ni nh gi cao hn khu vc
H Ch Minh (72.7%).
Hnh 8.2: L do s dng - Khu vc
Khng
mt
Hng
nhiu
thm
thi
hp
gian
dn
pha
ch
H Ch Minh 71.2
68.2
H Ni
72.7
66.7
Cch
thc
pha
ch d
dng
V
ngon
67.7
72.7
66.2
61.6
Gi c
Nh
ph
gn, d m
hp
mang
thch
vi ti
theo
hp
tin
66.2
64.1
Q.Vui lng cho bit l do s dng c ph ha tan ca bn ? SA n=396

Q. Vui lng cho bit khu vc sinh sng ca bn? SA n=396.
62.6
58.6
54.5
56.1
By
bn
nhiu
ni
Thi
quen
36.4
38.4
20.2
23.7
Thay
th c
V thy
ph
nhiu
To
phin / phong ngi
pha sn cch
s
tm
dng
thi
19.2
8.6
3.5
17.7
6.6
5.6
Dng
th
L do
khc
1.5
0.5
0.5
0.0
VT: (%)
7. L do s dng (4)
73.5% p vin thuc nhm 18 22 tui nh gi cao v V ngon khi s dng c ph ha tan
Nu V ngon l l do c nh gi cao nht i vi nhm 18 22 tui th Hng thm hp dn mi l l do c ch nht ti 2
nhm tui 23 29 v 30 40 tui (t l ln lt l 71.2% v 72.0%)
Hnh 8.3: L do s dng tui
Cch
Hng
thc pha
V ngon
thm
ch d
hp dn
dng
18 - 22 tui
23 - 29 tui
30 - 40 tui
73.5
62.9
55.3
72.0
67.4
71.2
71.2
72.7
72.0
Khng
Gi c
Nh
mt
ph hp
gn, d
nhiu
vi ti
mang
thi gian
tin
theo
pha ch
67.4
60.6
55.3
65.2
68.2
60.6
62.9
73.5
65.9
Q.Vui lng cho bit l do s dng c ph ha tan ca bn ? SA n=396

m By bn
thch nhiu
hp
ni
50.8
54.5
60.6
32.6
40.9
38.6
Thi
quen
18.9
23.5
23.5
Thay th
c ph
phin /
pha sn
tm thi
18.9
16.7
19.7
To
phong
cch
V thy
nhiu
ngi s
dng
Dng
th
L do
khc
9.8
9.8
3.0
5.3
6.8
1.5
0.8
0.8
1.5
0.8
0.0
0.0
VT: (%)
8. Nhn nh v c ph ha tan (1)

Tnh Tin dng ca c ph ha tan l yu t c nh gi cao ca phn ln p vin c
nghin cu.
Theo kin ca cc p vin, ngoi tnh Tin dng th c ph ha tan cn Dng ung hng ngy, Cn cho s tnh to tc thi
v Dnh cho gii vn phng. Tuy nhin, cm nhn gia nam v n c mt t khc bit nh: Nam gii ngh rng c ph ha tan Thch
hp cho mi la tui (4.05 im) trong khi n gii nh gi cao v nhn nh Dnh cho gii vn phng (4.17 im) v Dnh cho
ngi bn rn (4.04 im).
Hnh 9: Nhn nh v c ph ha tan
Dng Cn cho s Dnh cho Thch hp Dnh cho Cn cho s Dnh cho
Th hin s Dng ung Th hin
Tin dng ung hng tnh to tc gii vn vi mi la ngi bn sng to tc thi i
nng ng tm thi ng cp
ngy
thi
phng
tui
rn
thi
mi
Total
4.43
4.18
4.14
4.05
3.95
3.90
3.77
3.72
3.51
3.21
3.00
Nam
4.32
4.10
4.00
3.93
4.05
3.76
3.66
3.58
3.38
3.22
2.92
N
4.53
4.27
4.28
4.17
3.85
4.04
3.88
3.87
3.64
3.21
3.08
Da trn thang o Likert 5 mc : 1_Rt khng ng , 2_Khng ng , 3_Bnh thng, 4_ng , 5_Rt ng
Q.Vui lng nh gi mc ng ca bn vi cc nhn nh sau y v c ph ha tan ? Matrix SA n=396
Q. Vui lng cho bit gii ca bn? SA n=396.

Nhn chung tnh Tin dng, Dng ung hng ngy v Cn cho s tnh to tc l 3 nhn nh
chnh dnh cho c ph ha tan ti c 2 khu vc nghin cu.
Gia 2 khu vc nghin cu khng c qu nhiu khc bit trong nhn nh v c ph ha tan.
Hnh 9.1: Nhn nh v c ph ha tan - Khu vc

H Ch Minh
4.43
4.19
4.10
3.95
3.75
H Ni
3.86
3.73
3.70
3.41
3.11
4.42
Tin dng
4.18
Dng
ung hng
ngy
4.18
Cn cho s
tnh to tc
thi
4.15
Dnh cho
gii vn
phng
4.06
Dnh cho
ngi bn
rn
4.05
3.84
3.72
3.62
3.32
2.92
3.08
Thch hp Cn cho s Dnh cho Th hin s Dng ung Th hin

vi mi la sng to tc thi i mi nng ng
tm thi
ng cp
tui
thi
VT: Trung bnh

Q. Vui lng cho bit ni sinh sng ca bn? SA n=396.

Dnh cho gii vn phng l nhn nh v c ph ha tan c nhiu la chn i vi nhm
30 40 tui (4.27 im).
Nhn chung, tui cng cao th c mc ng vi phn ln cc nhn nh v c ph ha tan cng cao.
Hnh 9.2: Nhn nh c ph ha tan - tui
Tin
dng
18 - 22 tui
23 - 29 tui
30 - 40 tui
4.34
4.44
4.50
Cn cho
s tnh
to tc
thi
4.08
4.10
4.24
Dng
ung
hng
ngy
4.04
4.20
4.31
Thch
hp vi
mi la
tui
3.89
3.90
4.06
Dnh cho Dnh cho

gii vn
ngi
phng
bn rn
3.78
4.09
4.27
3.71
3.98
4.01
Cn cho
s sng
to tc
thi
3.66
3.72
3.92
Dnh cho Th hin

Dng
Th hin
thi i
s nng ung tm
ng cp
mi
ng
thi
3.56
3.73
3.87
3.33
3.59
3.62
3.17
3.23
3.24
2.90
3.02
3.07
9. Cch thc s dng (1)

C 65.7% p vin thch pha c ph ha tan vi nc si v ung ngay khi cn nng.
Ngi s dng tng i thch cch thc Pha vi nc si (90 ~ 100C ) v ung ngay khi cn nng (65.7%). Bn cnh , c
35.4% ngi c hi cho bit c thi quen Thm sa vo khi pha c ph ha tan.
Bng 10: Cch thc s dng c ph ha tan
Cch thc pha
Ph liu thm vo
Pha vi nc si (90 ~ 100C ) v ung ngay khi

cn nng
65.7%
Gi nguyn v c ph, khng thm bt k ph liu

no
30.8%
Pha c ph v cho vo khi cn nng
27.3%
Thm sa
35.4%
Pha c ph v cho vo khi ngui
24.7%
Thm ng
21.2%
Pha vi nc m (khong 70C ) v ung ngay sau

khi pha
24.2%
Thm s c la
10.9%
Thm mt ong
2.5%
Cch khc
0.3%
Q.Vui lng cho bit bn thng ung c ph theo cch nh th no? MA n=396

C nam v n u c thi quen Pha c ph vi nc si (90 ~ 100C ) v ung ngay khi cn
nng v ph liu thm vo c a chung nht u l Thm sa.
Ngoi thi quen Pha c ph vi nc si v ung ngay khi cn nng th nhm n mun Pha c ph v cho vo khi cn
nng (31.8%) trong khi quan im ny ch chim 22.7% nhm nam. Ngoi cng ph liu thm vo l Sa th n gii cng c thi
quen Gi nguyn v c ph, khng thm bt k ph liu no hn nam gii.
Bng 10.1: Cch thc s dng Gii tnh
Nam gii (n = 198)

Pha vi nc si (90 ~ 100C ) v ung ngay khi cn
nng
Pha vi nc m (khong 70C ) v ung ngay sau khi
pha
N gii (n = 198)
66.7%

nng
64.6%
26.3%
31.8%
24.7%
24.7%
22.7%

pha
22.2%
Gi nguyn v c ph, khng thm bt k ph kin no
Gi nguyn v c ph, khng thm bt k ph kin no
35.9%
25.8%
Thm sa
Thm sa
37.4%
33.3%
Thm ng
23.2%
Thm ng
19.2%
Thm s c la
10.1%
Thm s c la
11.6%
Thm mt ong
2.5%
Thm mt ong
2.5%
Khc
0.5%
Khc
0.0%
Q.Vui lng cho bit bn thng ung c ph theo cch nh th no?MA n=396
Q. Vui lng cho bit gii tnh ca bn? SA n=396.

C mt t khc bit trong cch thc s dng c ph ha tan theo tng khu vc.
Pha vi nc si (90 ~ 100C ) v ung ngay khi cn nng c a chung c H Ni v H Ch Minh. Tuy nhin, p vin
ti H Ni c xu hng yu thch hnh thc ung ny hn (71.7%). Ngoi ra, Gi nguyn v c ph, khng thm bt k ph liu
no c H Ni nh gi cao (chim 35.4%) trong khi Thm sa thng c p vin H Ch Minh p dng (33.3%).
Bng 10.2: Cch thc s dng Khu vc
H Ch Minh (n = 198)
H Ni (n = 198)

nng
59.6%

nng
71.7%
30.8%
28.8%
25.8%

pha
23.2%

pha
25.3%
18.7%
Gi nguyn v c ph, khng thm bt k ph liu no
25.8%
Gi nguyn v c ph, khng thm bt k ph liu no
35.4%
Thm sa
33.3%
Thm sa
30.3%
Thm ng
23.2%
Thm ng
18.2%
Thm s c la
10.1%
Thm s c la
11.6%
Thm mt ong
2.5%
Thm mt ong
2.0%
Khc
0.5%
Khc
0.0%
Q.Vui lng cho bit bn thng ung c ph theo cch nh th no? MA n=396
Q. Vui lng cho bit khu vc sng ca bn? SA n=396.

Pha vi nc si (90 ~ 100C ) v ung ngay khi cn nng v Thm sa l cch thc v ph liu
thng c cc p vin p dng khi ung c ph ha tan.
Vi Pha vi nc si (90 ~ 100C ) v ung ngay khi cn nng th nhm tui cng tr cng c xu hng s dng nhiu trong
khi ph liu Thm sa khng nhn nh gi cao t nhm 30 40 tui (25.0%)
Hnh 10.3: Cch thc s dng tui
18 - 22 tui (n = 132)
23 - 29 tui (n = 132)
Pha vi nc si (90 ~ 100C ) v ung

ngay khi cn nng
64.4%
Pha vi nc m (khong 70C ) v

ung ngay sau khi pha
31.1%
28.0%
Pha vi nc si (90 ~ 100C ) v

ung ngay khi cn nng
Pha c ph v cho vo khi cn
nng
Pha c ph v cho vo khi
ngui
22.7%
Gi nguyn v c ph, khng thm bt

k ph liu no
30 - 40 tui (n = 132)
63.6%
Pha vi nc si (90 ~ 100C ) v

ung ngay khi cn nng
68.9%
31.1%
25.0%
26.5%
22.7%
Pha vi nc m (khong 70C )

v ung ngay sau khi pha
22.7%
Pha vi nc m (khong 70C ) v

ung ngay sau khi pha
18.9%
34.8%
Gi nguyn v c ph, khng thm

bt k ph liu no
33.3%
Gi nguyn v c ph, khng thm bt

k ph liu no
24.2%
Thm sa
43.2%
Thm sa
37.9%
Thm sa
25.0%
Thm ng
26.5%
Thm ng
22.7%
Thm ng
14.4%
Thm s c la
18.9%
Thm s c la
9.8%
Thm s c la
3.8%
Thm mt ong
3.8%
Thm mt ong
3.0%
Thm mt ong
0.8%
Khc
0.0%
Khc
0.0%
Khc
0.8%
Q.Vui lng cho bit bn thng ung c ph nh th no?SA n=396

PHN III: NH V V
PHN KHC KHCH
HNG TIM NNG
10. nh v
G7 c nh v vi phn khc gi cao trong khi Nescaf v Vinacaf c nh v nh l
nhn hiu c gi thp hn.
Theo bn nh v thng hiu bn di th G7, Nescaf v Vinacaf vn cha l nhng nhn hiu cnh tranh trc tip vi nhau.
C th, mi nhn hiu mang mt s yu t c trng nh sau:
Hnh 11: Bn nhn thc thng hiu
G7 ni tri trong cc yu t: Gi cao,
Nhn hiu ni ting, Cht lng tt, Dng sn

phm a dng, Nhn hiu tr trung.
Nescaf li n tng ca NTD l: Nhn
hiu quc t , Nhn hiu bnh dn, Gi c ph

hp.
Vinacaf c nh v nh: Nhn hiu
Gi thp
Gi cao
bnh dn, Nhn hiu c ph Vit, Cht lng

tt, Nhn hiu ni ting, Gi c ph hp.
Q.Vui lng nh gi mc ng ca bn theo thang im t 1 n 5 cho tng yu t ng vi cc nhn hiu c lit k sau y? Matrix Text
11. Nhn t nh hng (1)

T kt qu phn tch nhn t, ta thu c 5 nhn t nh hng n quyt nh mua sn
phm c ph ha tan nh sau: Gi c, Qung co sn phm, Phn phi, Dch v khch hng
v Cht lng sn phm.
GI C
(Trung bnh: 2.90 im)
DCH V KHCH HNG

1. Gi c va ti tin
2. Thc hin chit khu khi mua
nhiu
3. Bn ng gi nim yt
4. Gi c c nim yt trn bao b
5. Thng xuyn gim gi
6. Khuyn mi hp dn
1. Nhn vin bn hng sn sng t vn

mi thc mc ca khch hng
2. Nhn vin bn hng am hiu v sn
phm
3. Dch v khch hng / hu mi tt
4. Truyn b vn ha c ph n vi
ngi tiu dng
PHN PHI
1. Khng khan him hng
2. C th mua ti ca hng bn l
3. C th mua thng qua t hng
online
4. C th mua vi s lng ln qua cc
ca hng bn l
5. a im phn phi rng khp
CHT LNG SN PHM

1.
2.
3.
4.
5.
6.
7.
V c ph
Mi hng c ph
m c ph sau khi pha ch
Cht ph gia km theo
Uy tn cng ty sn xut sn phm
Li ch c ph mang li vi sc khe
Bo an ton v sinh thc phm
QUNG CO SN PHM
(Trung bnh: 2.51)
1. Qung co nhiu trn cc phng
tin truyn thng
2. Treo bng rn / hnh p phch
qung co
3. Pht t ri / gi th n khch hng
v sn phm mi
Thang o Lirket 5 mc : 1_Rt khng quan trng, 2_Khng quan trng,3_Bnh thng, 4_Quan trng, 5_Rt quan trng
Q.Vui lng nh gi mc quan trng i vi tng yu t sau y khi mua c ph ha tan s dng? Matrix SA n=396

C s khc bit v trung bnh tng th i vi nhm yu t Gi c, Dch v khch hng, Phn
phi gia H Ch Minh v H Ni.
Da vo php kim nh Levene v phng sai bng nhau ca tng th v php kim nh T-Test v ANOVA v s bng nhau ca
cc trung bnh tng th, ta thu c kt qu nh sau:

1.
Ch c s khc bit c ngha thng k nhn t Gi c, Dch v khch hng v Phn phi (mc ngha 5%) gia hai khu
vc H Ni v H Ch Minh.
2.
Gii tnh v tui nghin cu khng nh hng n cc nhm yu t chn mua sn phm c ph ha tan ca ngi tiu
dng.
Cht lng sn phm

Gi c
Dch v khch hng
Phn phi
Qung co sn phm
Kim nh T-Test v Anova vi cc bin nhn t

Gii tnh
Khu vc
T-test for Equality of
T-test for Equality of
Means
Means
Means
Sig. (2-tailed)
0.118
0.879
0.403
0.443
0.782
Sig. (2-tailed)
0.194
0.015
0.028
0.027
0.628
Sig. (2-tailed)
0.624
0.852
0.474
0.434
0.579
tui
ANOVA

Kt qu phn tch cho thy H Ch Minh quan tm n Gi c nhiu hn H Ni.
i tng nghin cu khu vc H Ch Minh quan tm n Gi c ca sn phm c ph bt ha tan nhiu hn khu vc H Ni.
Ngc li, Ngi tiu dng khu vc H Ni li ch trng n vn Dch v khch hng v Phn Phi cao hn khi so snh vi
H Ch Minh.
Trung bnh nhn t theo khu vc
H Ch Minh
(Trung bnh)
H Ni
(Trung bnh)
Gi c
3.03
2.77
Dch v khch hng
2.17
2.38
Phn phi
2.28
2.51
12. Phn khc tiu dng (1)

Thng qua phn tch cm (cluster) hnh thnh 4 nhm khch hng chnh: Nhm quan tm gi c v
phn phi, Nhm quan tm cht lng sn phm, Nhm quan tm dch v khch hng v Nhm
quan tm n qung co sn phm.
Qua php kim nh v s khc bit gia cc cm thng qua phn tch phng sai ANOVA vi tin cy 5%, th kt qu cho thy
c s khc bit c ngha thng k gia 4 cm ny. T l phn b gia 4 cm k trn tng ng vi t l nh sau: 38.4%, 25.3%,
24.5% v 11.9%.
Gi c v
Phn phi
Qung co
sn phm
Cm 1
(n=152)
11.9%
Cm 2
(n=47)
38.4%
N = 396
Cm 4
(n=97)
Dch
khch
hng
Cm 3
(n=100)
24.5%
25.3%
Cht
lng sn
phm
Q.Vui lng nh gi mc quan trng i vi tng yu t sau y khi mua

c ph ha tan s dng? Matrix SA n=396
Gi c v phn phi
Cht lng sn phm
Dch v khch hng
Qung co sn phm
Kt qu phn cm c kim nh vi phn tch phng sai ANOVA v s khc

bit gia cc cm vi mc ngha 5%

C s khc bit v t l phn b nam n gia cc nhm khch hng s dng c ph ha tan.
3 nhm phn khc c t l nam gii chim nhiu hn n gii ln lt l: Nhm quan tm dch v khch hng, Nhm quan tm
cht lng sn phm v Nhm quan tm qung co sn phm. Trong , t l nam gii Nhm quan tm qung co sn
phm vt tri so vi n vi t l so snh l 61.7% v 38.3%. Ngc li, n gii chim t l trong Nhm gi c v phn phi
cao hn so vi nam.
Hnh 12.1: Phn khc tiu dng Gii tnh

Nam
Nhm quan tm dch v khch hng (n=97)
53.6
46.4
Nhm quan tm cht lng sn phm (n=100)
52.0
48.0
Nhm quan tm qung co sn phm (n=47)
Nhm quan tm gi c v phn phi (n=152)
61.7
42.8
38.3
57.2
VT: (%)

Trong nhm quan tm v cht lng sn phm, p vin H Ni chim t l cao hn hn so vi H
Ch Minh, v ngc li vi Nhm quan tm qung co sn phm.
Trong khi , vi nhm Quan tm dch v khch hng v Nhm quan tm gi c v phn phi th t l chnh lch gia 2 khu
vc khng qu khc bit nhau.
Hnh 12.2: Phn khc tiu dng Khu vc

H Ch Minh
49.5
45.0
59.6
50.7
H Ni
50.5
55.0
40.4
49.3
VT: (%)

Mi phn khc tiu dng c trng bi mt nhm tui nht nh.
Phn khc v Cht lng sn phm v Qung co sn phm: Nhm 18 22 tui (t l 37.0% v 44.7%)
Phn khc v Dch v khch hng: c trng vi nhm 23 29 tui (37.1%)
Phn khc v Gi c v phn phi: Nhm 23 29 v nhm 30 - 40 tui (ng chim 36.2%)
Hnh 12.3: Phn khc tiu dng tui

18 - 22 tui
33.0
37.0
23 - 29 tui
37.1
29.9
29.0
44.7
27.6
30 - 40 tui
34.0
25.5
36.2
29.8
36.2
VT: (%)
D. Thng tin p vin:

Gii tnh
50.0
50.0
Khu vc
tui
18 - 22 tui
H Ch Minh
Nam
50.0
33.3
33.3
23 - 29 tui
50.0
H Ni
30 - 40 tui
33.3
Ngh nghip
39.4
23.7
12.9
11.6
4.0
Nhn vin
vn phng
3.8
1.8
1.8
0.3
Hc
Chuyn Nhn vin Cng nhn Bun bn/t Gim c /
Ngh
Cng nhn /
sinh/Sinh vin ( k s, vn phng vin chc kinh doanh qun l nghip t doth th cng
vin
bc s, gio cp qun l
doanh
vin)
nghip t
nhn
0.3
0.3
0.3
Ni tr
Tht nghip
Khc
VT: (%)
V Cng ty TNHH W&S

Cng ty TNHH W&S c u t 100% vn ca Nht. Chng ti chuyn v Nghin cu th trng trc
tuyn, Thit k website, v Tip th website. Nghin cu th trng trc tuyn c thc hin da
trn trang Vinaresearch trc thuc quyn qun l ca chng ti vi hn 100,000 thnh vin khp c
nc Vit Nam.
MI CHI TIT, XIN LIN H:

Cng ty TNHH W&S
a ch: Tng 10, 40 Phm Ngc Thch, Qun 3, Tp. H Ch Minh
in thoi: 84 8 - 38 223 215
Fax: 84 8 38 223 216
Email: info@vinaresearch.jp
Website: http://vinaresearch.jp
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KHO ST V TH TRNG C PH BT

Ngy thc hin: 10.05.2013

THI QUEN S DNG C PH BT

A. Thng tin nghin cu

Phng php kho st

: Nghin cu trc tuyn

Thi gian kho st

Phng php chn mu

Nhn bit nhn hiu c ph ha tan

Khm ph thi quen s dng c ph bt ha tan

nh v v phn khc cc nhn hiu c ph ha tan trn th trng.

2. Nhn bit sai nhn hiu

4. Loi sn phm s dng

Ti mc 1 2 ln / ngy n gii nhiu hn nam gii (51.5%), i tng ti H Ch Minh c mc

7. Cch thc s dng:

Ngoi 2 mc ch Mun chng bun ng v Cn s tp trung th n gii cn dng c ph ha tan vo

10. Nhn nh ca ngi tiu dng v c ph ha tan:

Mi nhn hiu u c nh v vi cc tnh cht c th nh sau:

12. 5 nhn t nh hng n vic mua c ph ha tan:

Nhm quan tm dch v khch hng

T l nam v n kh bng nhau chim t l ln lt l 52.0% v 48.0%.

PHN I: NHN BIT

PHN I NHN BIT NHN HIU

Hnh 1: Nhn bit u tin Theo tng th

Tng nhn bit

Tng nhn bit khng tr gip

Nhn bit khng ng

PHN I NHN BIT NHN HIU

Hnh 1.1: Nhn bit nhn hiu - Nam gii

Tng nhn bit khng tr gip

Tng nhn bit

Nhn bit khng ng

Hnh 1.2: Nhn bit nhn hiu - N gii

1.0 5.5 7.1

PHN I NHN BIT NHN HIU

Hnh 1.3: Nhn bit nhn hiu - H Ch Minh

Nhn bit khng ng

Tng nhn bit

Tng nhn bit khng tr gip

Hnh 1.4: Nhn bit nhn hiu - H Ni

PHN I NHN BIT NHN HIU

Hnh 1.5: Nhn bit nhn hiu T 18 22 tui

Tng nhn bit khng tr gip

Nhn bit khng ng

Tng nhn bit

Hnh 1.6: Nhn bit nhn hiu - T 23 29 tui

Hnh 1.7: Nhn bit nhn hiu - T 30 40 tui

PHN II: THI QUEN S

Q. Vui lng cho bit mc ung c ph ha tan ca bn? SA n=306

Q. Vui lng cho bit mc ung c ph ha tan ca bn? SA n=306

Q. Vui lng cho bit mc ung c ph ha tan ca bn? SA n=306

Hnh 2.3: Mc ung tui

Q. Vui lng cho bit mc ung c ph ha tan ca bn? SA n=306

2. Nhn hiu hin ti ang s dng (1)

Hnh 3: Nhn hiu hin ti ang s dng

Q.Vui lng cho bit nh gi ca bn vi tng nhn hiu c ph sau y ? MA n=396

2. Nhn hiu hin ti ang s dng (2)

Hnh 3.1: Phn trm t l s dng c ph ha tan Theo tng

Q.Vui lng cho bit nh gi ca bn vi tng nhn hiu c ph sau y ? MA n=396

2. Nhn hiu hin ti ang s dng(3)

Hnh 3.2: Hin ti s dng Gii tnh

Hnh 3.4: Tui

Hnh 3.3: Khu vc

3. Loi c ph s dng (1)