Tp ch Khoa hc 2011:20b 225-236

Trng i hc Cn Th

SO SNH HNH VI LA CHN NI MUA SM CA

NGI TIU DNG I VI LOI HNH SIU TH V
CH TRUYN THNG: TRNG HP NGNH HNG
TIU DNG TI THNH PH CN TH
Nguyn Th Phng Dung v Bi Th Kim Thanh1

ABSTRACT
The research aimed a comparision of behavior for shopping in super market and
traditional market for goods in Can Tho city. The sample size of the research was 150
samples which the object is 95 samples of consumers, small business sales is 50 samples
and the manager of the supermarket is 5. This paper applied research methods of
descriptive statistics and discriminant function, the results showed that some prominent
advantages of supermarkets are diversity in good, consistence in price, dynamic
promotion. Meanwhile, the Vietnamese traditional market which has still kept some own
advantages is competing to supermarket in term of business. You can easily reach a
certain traditional market wherever you are in urban or rural. Moreover, going to a
close-to-house market gives you chance to meeting neighbors, to bargain; and such
things are part of Vietnamese cultural activities. However, the traditional market still
keeps some disadvantages like: bad sanitation, uncertain quality of good,
untrustworthiness which erode the consumers favor to it. Ours paper try to analyses such
matters and look for a suggestion to raise the relative role of traditional market to
modern supermarket. Ours paper try to analyses such matters and look for a suggestion
to raise the relative role of traditional market to modern supermarket.
Keywords: Cusumer behavior, Supermarket, Traditional markets
Title: Shopping behavior, retail format choice in traditional market: evidence from Can
Tho city

TM TT
Nghin cu thc hin nhm mc tiu so snh hnh vi la chn ni mua sm i vi loi
hnh siu th v ch truyn thng ca ngnh hng tiu dng thnh ph Cn Th. Vi s
liu c thu thp t 150 mu, trong i tng l ngi tiu dng 95 mu, tiu
thng bn hng ch l 50 mu v ngi qun l siu th l 5, ti s dng thng k
m t v m hnh phn tch phn bit, kt qu cho thy, i tng khch hng n siu
th b tc ng bi: sn phm c giao hng tn ni, gi c nh, tn chi ph i li v xa
nh; i tng khch hng n ch truyn thng b tc ng bi: Sn phm c lm ti
ch, c mua thiu, gi c c th thng lng. Tuy nhin, ch truyn thng vn cn
nhc im v v sinh ch, cht lng hng ha khng r ngun gc, gi c linh hot,
cn, ng, o, m khng ng,...V th nghin cu cn xut mt s gii php nng
cao hiu qu hot ng ca hai loi hnh siu th v ch truyn thng.
T kha: Hnh vi tiu dng, siu th, ch truyn thng

1 T VN
Tng mc bn l hng ha v doanh thu dch v tiu dng ca c nc trong nm
2009 t 1.214 nghn t ng, tng 20,58% so vi cng k nm trc v cao hn
1

Khoa KT & QTKD, Trng i hc Cn Th

225

Tp ch Khoa hc 2011:20b 225-236

Trng i hc Cn Th

nhiu so vi mc tng trng kinh t chung (ngun: Nin gim thng k 2010).
Thng mi th trng ni a to ra gi tr trn 15% GDP v thu ht khong 5,4
triu lao ng, chim hn 10% tng lao ng ton x hi. H thng bn l Vit
Nam tuy quy m cha ln, song vn rt hp dn i vi cc nh u t, c bit l
nh u t nc ngoi bi p lc cnh tranh cha ln. Trc bi cnh cc hnh
thc bn l hin i nh ca hng bch ha, trung tm thng mi, trung tm mua
sm v c bit l cc h thng siu th xut hin v dn tr nn ph bin lm thay
i din mo, to nn sc cnh tranh gia hai hnh thc truyn thng v hin i
ca ngnh bn l trong nc ngy cng gay gt. Siu th, mt loi hnh bn l vn
minh, hin i ang pht trin nhanh chng v ang tr thnh a ch mua sm
quen thuc ca nhiu b phn dn c. Vi th trng bn l y tim nng ca
Vit Nam ni chung, Cn Th mt thnh ph tr, nng ng vi dn s gn 1,2
triu ngi v c mc chi tiu ln ln n 24 nghn t ng (ngun: VCCI Cn
Th) ni ring, , ang v s thu ht c nhiu loi hnh bn l hin i, c
bit l cc h thng siu th trong v ngoi nc. Trc thc trng trn, vic
nghin cu kh nng cnh tranh ca siu th, ch truyn thng i vi ngnh hng
tiu dng ti thnh ph Cn Th l cn thit.
2 PHNG TIN V PHNG PHP NGHIN CU
2.1 Thi gian v a bn nghin cu
ti tin hnh iu tra khch hng l ngi tiu dng thng xuyn mua hng
siu th, khch hng thng xuyn mua hng ch truyn thng, khch hng l
ngi thng xuyn i ch v siu th, i tng tip theo l qun l siu th
Cn Th nm 2010
2.2 Mc tiu nghin cu
- Phn tch thc trng kinh doanh cc mt hng tiu dng ca siu th v ca tiu
thng trong ch truyn thng.
- Phn tch phn bit i tng ngi tiu dng trong vic la chn a im
mua sm i vi loi hnh siu th v ch truyn thng.
- xut cc gii php gip cho cc tiu thng trong ch truyn thng hot
ng c hiu qu hn.
2.3 Kim nh gi thuyt
- Gi thuyt 1: C s phn bit v cc yu t nh hng n quyt nh chn a
im mua sm ca ngi tiu dng.
- Gi thuyt 2: Hnh vi mua sm hng tiu dng ca ngi dn trn a bn
thnh ph Cn Th b thay i bi cc h thng siu th
2.4 Phng php nghin cu
2.4.1 Phng php thu thp s liu
S liu th cp: S liu thng k tnh hnh kinh t x hi thnh ph Cn Th qua
nin gim thng k nm 2009, thng k v s lng ch cc qun, huyn v nh
hng pht trin ch v siu th n nm 2020 c thu thp t D n quy hoch
pht trin h thng ch, siu th, trung tm thng mi trn a bn Thnh ph Cn
226

Tp ch Khoa hc 2011:20b 225-236

Trng i hc Cn Th

Th n 2015 nh hng 2020 ca S Cng Thng, y ban nhn dn Qun

Ninh Kiu Qun Bnh Thy- Qun Ci Rng.
S liu s cp: Tin hnh phng vn trc tip ngi tiu dng, cc tiu thng
bn trong ch, ngi qun l siu th. Phng php ly mu ngu nhin phn tng
theo i tng nghin cu, phn tng: ngi tiu dng mua hng ch hoc siu
th v c hai, i tng tiu thng bn hng ch v ngi qun l siu th. Sau
, phng vn ngu nhiu vi tng s mu l 150, trong phng vn ngi tiu
dng l 95 mu, phng vn cc tiu thng trong ch l 50 mu, v cc ban qun
l ca cc siu th l 5 mu.
2.4.2 Phng php phn tch
S dng phng php thng k m t nh gi thc trng hot ng ca siu th v
cc ch truyn thng ti TP. Cn Th
Phng php thng k m t: Thng k m t thc trng hng ha c trnng
by v bn siu th, ch truyn thng; m t v so snh s lng chnh lch
khch hng n vi siu th bnh qun/nm.
Phng php xp hng (Ranking): Xp hng th t cc tin ch quan trng m
khch hng la chn tng loi hnh t nh gi cc kha cnh cn quan tm
lm c s xut gii php.
S dng phn tch phn bit xc nh cc yu t gy ra s khc nhau trong vic
chn la a im mua sm ca khch hng l ch v siu th.
Trong hm phn bit bin ph thuc l i siu th, c xc nh bng cch tnh
trung bnh ca tng s ln siu th ca nhm i tng thng i siu th, sau
chia lm 2 nhm, nhm thng xuyn i siu th v nhm khng thng xuyn i
siu th. Nu s ln i siu th ca khch hng ln hn s ln i trung bnh th gi
l thng xuyn i siu th, ngc li th gi l khng thng xuyn i siu th
(1): Ngi tiu dng thng xuyn i siu th, ch
(2): Ngi tiu dng khng thng xuyn siu th, ch.
Bin c lp a vo phn tch trong m hnh: Xi
M hnh phn tch phn bit da vo m hnh thng k nh sau:
D = b0 + b1X1 + b2X2 + + bkXk
Trong :
D: l im phn bit (bin ph thuc)
bk: cc h s hay trng s phn bit (i = 1,n )
Cc bin X1: Giao hng tn ni, X2: m bo cht lng, X3: Mt bng rng ri,
sch s, X4: Gi thp, X5: Bn thiu, X6 : Gi c thng lng, X7: Tn chi ph
i li v xa nh, X8: Tn nhiu thi gian mua sm, X9: tui, X10: Trng by
hng ha thu ht, X11: Nhn vin sn lng phc v, X12: Kch c sn phm hp l,
X13: Thc n ti lun sn c
H s hay trng s bk c c lng phn bit s khc nhau gia cc nhm
da vo gi tr ca hm phn bit, khi t s gia tng bnh phng gia cc nhm
v trong tng nhm c c im rt ln. Sig <: c s phn bit ngha gia cc
227

Tp ch Khoa hc 2011:20b 225-236

Trng i hc Cn Th

nhm. Ch s Correctly Classified cho bit phn trm d bo ng hay l mc

ph hp ca m hnh, ch s ny cng cao cho thy m hnh cng ph hp gii
thch thc t.
3 THC TRNG HOT NG CA SIU TH V CH TRUYN THNG
TI THNH PH CN TH

3.1 Thc trng hot ng ca siu th

Thng 3/2004 vi s xut hin ca siu th Citimart, mt trong nhng trung tm
thng mi u tin ca khu vc ng Bng Sng Cu Long c thnh lp ti
Cn Th th thi quen mua sm ca ngi dn thnh ph Cn Th bt u b
nh hng bi m hnh kinh doanh hin i ny. K n l Coop mart, Metro,
Vinatex v cui cng l Maximark. Hu ht cc siu th u bn v trng by y
cc mt hng phc v cho nhu cu i sng hng ngy ca ngi dn: t hng
tiu dng, may mc cho n thc phm ti sng,... cng vi ngh thut trng by
hng ha v nhiu dch v tin ch, cho n nay siu th ngy cng thu ht c
nhiu khch hng n mua sm.
Hin nay, cc trung tm thng mi v siu th khng ch pht trin v s lng,
m cn hin i ho cc dch v v sn phm. S lng khch n siu th bnh
qun mi ngy qua cc nm u tng v tr gi trn ha n ngy cng tng. Theo
thng k ca siu th, lng khch bnh qun/ ngy qua ba nm u tng t 4.900
ngi nm 2007 tng ln 6.899 ngi vo nm 2009, ng thi tr gi mua hng/
ngi cng tng t 88.300 ng ln 91.000 ng/ ngi. iu ny cho thy, c s
thay i ln trong thi quen tiu dng ca ngi dn Cn Th.
Bng 1: Lng khch bnh qun n siu th ti Cn Th

Ch tiu
VT
Lng khch bnh qun/ngy Ngi
Tr gi ha n bnh
ng
qun/ngi

Nm 2007
4.900

Nm 2008
5.600

Nm 2009
6.899

88.300

90.000

91.000

Ngun:Kt qu iu tra nm 2010

Hng ho bn trong siu th vi hai siu th i din l Co.opmart v Citimart th

ch yu bn nhm ngnh hng ho m phm l nhiu nht, k n l dng c
nhn, gia nh, nhm ngnh hng thc phm cng ngh cng l nhm c by
bn vi s lng nhiu. Ring i vi siu th Vinatex, y l tp on dt may
Vit Nam cho nn mt hng may mc c by bn siu th chim 50%, mt
hng tiu dng chim 40% v 10% cn li dnh cho thc phm ti sng (Ngun:
Cn b qun l siu th Vinatex). i vi nhm hng sa, b, kem th mt hng
sa ti c bn vi nhiu chng loi khc nhau t nht l 4 loi cho n nhiu
nht l 19 loi. Hu nh cc mt hng bn chy nht cc tim bn l th siu th
u c, bn cnh cn c nhng sn phm khng c bn ch nhng siu th th
vn c. y cng chnh l li th ca siu th, gip ngi tiu dng c nhiu s la
chn khc nhau.
Ngun cung cp hng ha
Theo kt qu phng vn cc cn b qun l siu th chi nhnh Cn Th nm 2010,
Cc siu th Cn Th hin nay u l cc chi nhnh ca cc h thng siu th c
228

Tp ch Khoa hc 2011:20b 225-236

Trng i hc Cn Th

t ti thnh ph H Ch Minh. V th, vic cung cp hng ha, c bit hng tiu
dng l t siu th trung tm lin h vi cc nh cung cp tha thun v cung
ng hng ha. Nhng hng ha c bn trong siu th thng phi tha mn 4
tiu ch sau, trong tiu ch th nht l hng ha vo siu th phi l hng ha
t tiu chun cht lng, ty vo tng siu th m tiu chun ny nhiu hay t,
ng thi phi l nhng sn phm ni ting v c thng hiu c ngi tiu
dng bit n nhiu v tin tng vo cht lng sn phm. Tiu ch tip theo l
chnh sch hoa hng bn hng ca nh cung cp i vi siu th, ty tng nh
cung ng hng ha m hp ng tha thun c th khc nhau. Chnh sch hoa
hng bn hng siu th thng cao hn so vi cc doanh nghip cung ng cho
nh cung cp. Phc v tt nhu cu ngi tiu dng, c khong 500 nh cung cp
cho nm ngnh hng. Cc nh cung cp sn sng h gi t 5- 10 % theo yu cu
ca siu th. V chn lc 1.000 nh cung cp, trong tng s 2.000 nh mua hng
theo cc dng s, l, gi u, ng trc, gia cng, ty khch hng m c ch
khuyn mi vi gi c linh hot.. Ngun cung ng lun m bo ng lc, ng s
lng, m bo cht lng v lun duy tr ngun hng phong ph, a dng. Ngoi
nhng nh cung ng ln cn c mi quan h tt vi cc cng ty, nhng a
phng cung cp hng ti sng. Tiu ch cui cng chnh l nh cung cp
phi chp nhn s hon tr sn phm h hng ca siu th.
Cc chnh sch v t hng, giao hng, thanh ton ca siu th thng l theo tha
thun ca hai bn. Khi siu th t hng, th cng ty s giao hng trc tip cho siu
th ti tr s chnh Thnh ph H Ch Minh trong vng mt ngy. Chnh sch
thanh ton ch yu l chuyn khon. Nu c n th siu th c n ti khong
1 thng.
Bng 2: Gi hng ha mua vo ca siu th v ch

Sn phm
Nc tng Nht ca
Ht nm Knoor
Kem nh rng P/S
Bt git Omo

Khi lng
500ml/chai
450gr/gi
200gr/hp
3kg/bch

Siu th
6.851,2
38.272,5
10.346,4
75.107,2

VT: ng
Tiu thng
7.250
11.800
84.000

Ngun: S liu iu tra nm 2010

Qua bng trn ta c th thy c, s sn phm c by bn ca cc Tiu thng

kinh doanh ch phi mua hng ha vi gi cao hn siu th nhng gi bn th li
thp hn siu th bn l v ch cao hn gi bn s ca siu th, nguyn nhn tiu
thng mua vi s lng t hn rt nhiu so vi siu th, k n i tng nh
cung ng nguyn liu li l i l cp 2, cp 3. Trong khi , siu th mua hng vi
s lng ln vi gi gc t pha cng ty, thi gian thanh ton li lu hn so vi
tiu thng rt nhiu. iu ny to nn s khc bit v l li th rt ln trong
kinh doanh cho h thng siu th.
3.2 Thc trng hot ng ca ch truyn thng ti TP. Cn Th
Cn Th c 101 ch c phn b trn 68 a bn c s cp phng, x, th trn;
vi dn s trn a bn thnh ph l 1.171.069 ngi, theo bnh qun s ngi
dn/ch l: 11.595 ngi/ch, v bnh qun s ch/a bn (x, phng, th trn) l
1,49 ch/a bn. Trong khi mc bnh qun ca ton khu vc BSCL l khong
229

Tp ch Khoa hc 2011:20b 225-236

Trng i hc Cn Th

10.000 dn/ch v 1,20 ch/a bn. Nhn chung hot ng ca cc ch trn a

bn thnh ph phc v tch cc cho nhu cu sn xut v tiu dng ca ngi
dn, nht l cc mt hng thit yu; ng thi gii quyt c vic tiu th cc
hng ha nng sn, nht l cc sn phm t tiu ca b con nng dn; thu ht thm
nhiu tiu thng vo tham gia kinh doanh trong ch, to nhiu cng n vic lm,
tng thu nhp ng k cho cc thnh phn kinh t tham gia kinh doanh trong ch.
Ngun hng
Ngun cung cp hng ha: C 90% cc tiu thng bn trong ch ngun cung cp
hng ch yu l t nh phn phi. Tuy nhin, mt s tiu thng c th ly hng
ca cc i l bn s (chim 42,5%) vi gi bng hoc cao hn nh phn phi hoc
h cng c th ra ch ln hn mua ca cc quy chuyn bn s (chim 37,5%).
Ch c 12,5% l h n siu th Metro mua hng v bn, v gi bn ca siu th
ny cng tng i r, chnh lch gi vi nh phn phi cht t nn khi mua v
bn th vn cn li, trng hp n siu th hay ra ch mua thng gp nhng
ngi bn l nh xa ch, hay xa siu th, nhng khu vc m nhn vin tip th
ca cng ty khng xung ti. 10% cc tiu thng bn trong ch ly hng t nh
sn xut trc tip. V h l nhng quy bn s ln v c nhiu li nhun th h
ly hng trc tip ca nh sn xut bn li cho cc quy bn l nh hoc l h
ly hng t nh phn phi. iu ny cng ty theo mt hng m h c th ly hng
trc tip t nh sn xut m khng thng qua nh phn phi, thng thng th mt
tiu thng nh s ly hng 40 nh cung cp. Ty theo quy m quy hng, nhu cu
khch hng,... m mi ln ly hng ngi tiu thng c th ly t hay nhiu hng.
Phng thc thanh ton ch yu ca tiu thng l tr tin mt khi nhn hng
(100%), cng c trng hp m tiu thng nhn hng trc tr tin sau (15%).
Khch hng
Khch hng ch yu ca cc tiu thng bn trong ch l ngi tiu dng cui
cng 92,5%, h mua sn phm v phc v cho nhu cu ca c nhn v gia nh,
7,5% ngi mua hng l ngi bn l nh, ngi bn l nh y c th hiu l
ngi mua i bn li, h nhng khu vc xa ch nn nhng nhn vin bn hng
ca cng ty khng th ti c, nu c th cng ch vi mt hng. Do p
ng nhu cu tiu dng ca khch hng khu vc ny v a dng ha sn phm
th ngi bn l phi ra ch hay siu th mua v bn. Thi gian m hu ht tiu
thng bn c nhiu khch hng nht trong ngy l bui sng (87,5%), bui ti
l 10% cn li 2,5% l vo bui chiu. Bui sng l bui m tiu thng c c
nhiu khch hng n mua nhiu nht trong ngy v y l bui hp ch chnh.
Hn na mi ngi iu cho rng mua c hng ti ngon th phi i ch sm
lc ny mi c nhiu hng tt chn la, s khch hng mua hng vo bui chiu
ti l nhng ngi cng nhn, sau khi i lm v h s mua hng v chun b
cho bui n ti.
4 NH GI KH NNG CNH TRANH CA SIU TH V CH
TRUYN THNG
Theo nh ga ca cn b qun l cc siu th th im mnh ca ch truyn thng
l: Gi c hp l (c th thng lng). Ring cc yu t nh: tn nhiu thi gian
mua sm v tn chi ph i li v xa nh l khuyt im kinh doanh ca tiu
230

Tp ch Khoa hc 2011:20b 225-236

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thng ch. Trong khi , siu th c li th l c th cho bt k khch hng no

i li hng mua nu nh khch hng cn gi li ha n tnh tin, hng ha
vn cn bao b. Cn nu khch hng mua ch th vn c th i li c nu l
khch quen, cn khch l th kh khn. Mua hng siu th th khch hng c th
t do thoi mi la chn, c th nhn, ngm, hi gi, th m khng cn phi
mua. Ngc li nu nh ch th khch hng c th s bt gp thi khng hi
lng ca tiu thng.
Ch ngy cng b cnh tranh bi s pht trin ca siu th, s gia tng cc dch v
tin ch ca siu th. Tuy nhin, ch vn c mt s im mnh nht nh ca mnh
gi chn khch hng. Phn phn tch sau y s cho chng ta thy c nhn
xt ca tiu thng v im mnh cng nh im yu ca mnh.
Bng 3: nh gi ca ngi tiu dng v nhng tin ch khi la chn a im mua sm

TT
1
2
3
4
5
6
7
8
9
10
11

Yu t
Hng ha y v nhiu kch c
Hng ha m bo cht lng
Gi c hp l
Tnh tin nhanh chng
Trng by hng ha
Tn nhiu thi gian i li v xa nh
Mt nhiu thi gian mua sm
Thi phc v tt
C nhiu khuyn mi
C nhiu dch v km theo
Bn thiu

Siu th
68,4
21,1
5,1
92,1
53,8
73,7
5,3
92,1
73,7
-

VT: %
Ch Khng c s khc bit
5,3
26,3
78,9
76,9
23,1
84,6
10,3
5,6
5,3
12,8
33,3
18,4
7,9
71,1
23,7
2,6
5,3
18,4
7,9
100
-

Ngun: S liu iu tra nm 2010

Hng ha, trng by v gi c

Hng ha siu th trng by a dng v mu m, kch c vi nhiu mc gi khc
nhau c th la chn ph hp vi nhiu mc chi tiu khc nhau, nhng i vi
mt s quy c bn nhiu mt hng m phm th khch hng cho rng quy hng
ca h c hng ha a dng hn siu th (5,3%), Hn 3/4 chuyn gia nhn xt rng
cht lng hng ha ch v siu th l nh nhau v ly cng mt nh sn xut,
ch c 1/5 chuyn gia cho rng siu th c u th hn v h bit thng thng hng
ha mun vo c siu th th phi c ngun gc xut s r rng. Hn na siu
th c h thng bo qun sn phm tt hn, trong khi sn phm c trng by
ti ch phn th b bi bm, bao b c k,...cn hng ha th khng c c trng
by p v thu ht nh siu th (92,1%), v siu th c mt bng rng ri l li
th ca siu th. Quy hng khng phi l ni trng by hng m l ni trng by
cc gi tr gia tng m cc hng ha c th mang li cho khch hng, v th m
gi trong siu th lun mc hn ch (76,9% cho rng gi bn ch r hn).
Thm vo khi khch hng mua hng trong siu th th h phi ng thu gi tr
gia tng nn h cm thy hng ha mc hn ngoi d cho gi bn l nh nhau.
Khuyn mi, dch v km theo
Khi i siu th khch hng phi mua hng ha vi s tin nhiu hn khi mua ch
nhng b li h s thng xuyn nhn c nhiu khuyn mi nh gim gi trc
tip, km tng phm, rt thm trng thng,... Trong khi cc tiu thng trong
231

Tp ch Khoa hc 2011:20b 225-236

Trng i hc Cn Th

ch ch p dng duy nht hnh thc khuyn mi m nh cung ng a ra i khi h

cn gi li phn khuyn mi ny. Cho nn c n 92,1% khch hng nh gi l
siu th c nhiu chng trnh khuyn mi hn, mt s t cn li th cho rng h
cng khuyn mi nhiu cho khch hng bng cch gim trc tip trn gi nm yt,
thay v sn phm c gi nm yt l 13.000 th h ch bn c 11.500 hay 12.000.
Mt u im tip theo na ca siu th l c nhiu dch v km theo (73,7%), tht
vy khi khch hng mua hng siu th th s c gi qu min ph, s c giao
hng tn ni nu mua hng vi gi tr ha n trn 200 ngn v khu vc ni ,
gi xe th khng tn tin m cn tn hng c khng kh mt m,...
Thi phc v, tnh tin nhanh chng
y l u im m tiu thng hn hn siu th l thi phc v tt (71,1%),
tiu thng lun ngh rng khch hng n quy hng ca mnh mua hng v thi
phc v tt, lun vui v vi khch hng, sn sng tr chuyn, gii thch mi vn
v sn phm cho khch hng. Mt u im tip theo na ch l tnh tin
nhanh hn siu th (84,6%), khch hng khng phi xp hng, ch i tnh tin
nh siu th nu nh so vi siu th Coopmart hay Metro, cn so vi cc siu th
cn li l nh nhau (10,3%) hay siu th hn hn (5,1%) v ch c siu th
Coopmart v Metro l ng khch cho nn khch hng phi ch i cn cc siu
th khc th khch hng khng phi ch i lu (tr nhng ngy ngh v l tt).
Tin ch, tit kim thi gian
Gn 3/4 tiu thng cho rng nu khch hng i siu th th s tn nhiu thi gian,
chi ph n siu th v mt nhiu thi gian mua sm v a s khch mua hng
siu th phi b ra thi gian ch i c gi xe, ly xe hay xp hng c
tnh tin nu h i siu th vo bui ti cn khi i siu th th vo thi im no
siu th cng lun ng khch. Khch hng mun mua hng ha vi s lng ln,
khuyn mi th mi i siu th cn mua hng nh l th h gh ch mua cho tin,
khng phi i xa. Hnh thc thanh ton, ni n mua hng thiu th ai cng phi
ngh n l u im ca ch, khi i ch qun khng mang theo tin hay s tin
bn em theo khng chi tr th ch cn l khch quen th tiu thng c th ch
n li, vi ngy sau tr, bn khng cn phi tn thi chy v nh ly tin nh khi
bn ang mua sm siu th. Tm li tiu thng nhn xt u im ca ch truyn
thng nh sau: Gi r, tn nhiu thi gian mua sm, thi phc v tt, khng tn
nhiu chi ph v thi gian v xa nh, tnh tin nhanh chng, khng Khch hng c
th mua thiu.
5 PHN TCH PHN BIT NHM KHCH N SIU TH V CH
TRUYN THNG
Trong qu trnh nghin cu phn trn, ngi tiu dng khi mua sm hng ho
thng c rt nhiu ni la chn. c bit, khi nghin cu nhm hng tiu
dng, c ngi thch mua hng tiu dng siu th, nhng c ngi th li khng
thch i mua hng tiu dng siu th. Vy nhng yu t no s lm nh hng v
phn bit hai nhm i tng la chn i siu th hay khng i siu th khi i mua
hng tiu dng? V th, phn tip theo y c a ra xem xt xem c nhng
yu t no nh hng n s phn bit hay khng.
Kt qu kim nh gi thuyt hm phn bit ta thy:
232

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Wilks Lambda = 0,277 chuyn thnh i lng Chi- square l 20 vi 13 bc t

do. Vi mc ngha quan st Sig. = 0,095 << mc ngha 10% (kt lun hm
phn bit c ngha thng k). H s tng quan Canonical correlation (= 0,879)
ta c: R = 0,879 R2 = 0,7726 = 77,26%. H s xc nh bng 77,26% c ngha
l c 77,26% cc bin c lp nh hng n s khc bit ca hai nhm la chn
mua hng tiu dng trong m hnh, cn 22,74% do cc nhn t khc khng nghin
cu trong m hnh.
Kt qu phn tch hm phn bit nh sau:
Trong 13 bin c a vo m hnh phn bit gia hai nhm 1: i siu th v
2: khng i siu th ta thy rng ch c 6 bin: X1, X6, X7 l c ngha gii thch
m hnh vi mc ngha vi Sig. < 5%.
Kt qu nghin cu cho thy, ga c c th thng lng l c nh hng nhiu
nht n s phn bit ca hai i tng, bin sn phm c ch bin ti ch mt
phn v giao hng tn ni l c nh hng k tip, k n l tn chi ph i li v xa
nh. Nhng bin cn li khng nh hng n s phn bit gia hai nhm.
M hnh phn bit:
D = - 9,037 + 0,590 X1 + 0,862 X6 + 0,490 X7
Bng 4: Kt qu phn tch phn bit khch hng la chn im mua sm
Loi
hnh

m bo cht lng (X2)

Mt bng rng ri, sch s (X3)
Gi thp (X4)
Bn thiu (X5)
Gi c thng lng (X6 )
Tn chi ph i li v xa nh (X7 )
Tn nhiu thi gian mua sm (X8 )
tui (X9 )
Trng by hng ha thu ht (X10 )
Nhn vin sn lng phc v (X11 )
Kch c sn phm hp l (X12 )
Thc n ti lun sn c (X13 )

13,687
2,909
2,936
2,484
4,917
11,818
11,475
6,569
6,633
0,013
1,000
0,908
0,944

ngha
thng k
(Pvalue)
0,001
0,104
0,102
0,131
0,038
0,003
0,003
0,019
0,018
0,909
0,000
2,035
1,184

Giao hng tn ni (X1)

m bo cht lng (X2)
Mt bng rng ri, sch s (X3)
Gi thp (X4)
Bn thiu (X5)
Gi c thng lng (X6 )
Tn chi ph i li v xa nh (X7 )
Tn nhiu thi gian mua sm (X8 )
tui (X9 )

13,687
2,909
2,936
2,484
4,917
11,818
11,475
6,569
6,633

0,001
0,104
0,102
0,131
0,038
0,003
0,003
0,019
0,018

Yu t nh hng

Siu th Giao hng tn ni (X1)

Ch

H s hm
H s
phn bit
hm
chun ha phn bit
0,578 0,590
0,036
0,047
0,988 1,025
0,513 0,609
-0,288 -0,331
0,788 0,862
0,454
0,490
-0,307 -0,349
0,037
0,023
-0,818 -0,783
-0,445 -0,445
0,419 0,494
0,112 0,108
0,819
-0,127
0,070
0,278
-0,152
0,756
-0,044
0,197
0,062

0,836
-0,168
0,083
0,319
-0,148
0,827
-0,047
-0,224
0,039

Ngun: S liu iu tra nm 2010

233

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Trng i hc Cn Th

Phn tch bit nhm khch hng n ch truyn thng

Ngy nay th c rt nhiu knh bn l xut hin, cho nn ch chu nh hng
khng nh. Tuy nhin, ch vn thu ht c khch hng n mua nhiu nht so
vi cc loi hnh bn l khc. bit c cc yu t no nh hng lm cho
khch hng la chn ni mua sm ny chng ta s s dng hm phn bit.
Trong hm phn bit bin ph thuc l i ch, c xc nh bng cch tnh trung
bnh ca tng s ln ch ca nhm i tng thng i ch, sau chia lm 2
nhm, nhm thng xuyn i ch v nhm khng thng xuyn i ch. Nu s
ln i siu th ca khch hng ln hn s ln i trung bnh th gi l thng xuyn
i ch, ngc li th gi l khng thng xuyn i ch.
Qua phng php phn tch hm phn bit ta c gi tr Chi square l 16.726 vi
t do l 9. V vi mc ngha quan st l sig. = 0,053 nh so vi 10% iu ny
cho ta kt lun hm phn bit c ngha thng k. Ta c kt qu cc yu t nh
hng n s la thng xuyn i ch ca khch hng nh sau:
T kt qu bng 4 vi mc ngha thng k ca cc bin c lp ta thy sn phm
c ch bin mt phn, giao hng tn ni Sn phm c ch bin tn mt phn,
giao hng tn ni (X1), Bn thiu (X4), xp hng quy tnh tin (X5), gi c
thng lng (X6), tn chi ph i li v xa nh (X7), Mt nhiu thi gian mua
sm (X8), tui ca ngi phng vn (x9) l cc yu t to nn s phn bit.
Da vo bng h s phn bit chun ha th cc yu t X1 Sn phm c ch bin
mt phn, giao hng tn ni; X6 Gi c thng lng; X7 chi ph i li l cc bin
c vai tr quan trng cao nht trong vic to ra s khc bit gia hai nhm.
xc nh h s ca hm phn bit, xc nh hng tc ng ca cc yu t n
s phn bit la chn ch l ni mua sm thng xuyn ta s dng h s hm
phm bit.
M hnh hm phn bit
D = -7,386 + 0,836 X1 + 0,827 X6 - 0,047 X7.
Cc yu t phn bit khch hng la chn i ch phn ln l cc yu t tin li
trong qu trnh mua hng. H s i ch nhiu hn nu sn phm c ch bin
mt phn, giao hng tn ni nhiu hn hay h c th thng lng gi c nhiu
hn v c th mua thiu trong trng hp qun mang theo tin hay mang khng
tin. Phn ln khch hng la chn i ch trong trng hp h cn tit kim thi
gian, mun mua hng mt cch nhanh chng, khng phi tn thi gian, chi ph i
li v ch i tnh tin. Ta c th thy c cc yu t khch hng la chn
i ch phn ln ging vi cc im mnh ca ch v tui cng gp phn nh
hng vo s phn bit ny, nu khch hng c tui cng cao th h i ch
nhiu hn, v thi quen t xa n nay ca h l i ch, h thch n ch gp
g bn b, cng nhau ngi n sng, tr chuyn.
6 KT LUN V KIN NGH
6.1 Kt lun
Nhn chung th im mnh ca siu th l c cc phng tin vt cht hu hnh
cng cc dch v tin ch p ng c tin cy ca khch hng, c bit
234

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Trng i hc Cn Th

trong thi k hin nay ngi tiu dng quan tm nhiu n an ton cht lng thc
phm v c xu hng thch mua hng ha vi gi r nhng phi m bo cht
lng, v th siu th vi im mnh l hng ha lun m bo cht lng c
ngun gc, xut x r rng v thng xuyn khuyn mi ngy cng tr nn gn
gi hn vi ngi tiu dng. Tuy nhin, ch vn gi c th phn nhiu nht v
nhiu ngi dn lao ng cha c thi quen i siu th mua cc mt hng dnh cho
n ung hng ngy, cc h gia nh cn gi thi quen i ch bui sng v nu n
trong ngy v hu nh ngy no cng i ch i vi cc h gia nh c ngi
nh ni ch, c ngi gip vic hoc cc qun n, cc tim n hay ca hng. Vi
thi quen thch s tin li trong khi mua sm nh khng phi i qu xa nh, khng
phi tn tin v thi gian gi xe ca ngi ngi tiu dng gp phn khng nh
vo vic gi chn khch hng ca ch truyn thng. Tuy nhin, ch vn c mt s
im mnh ca mnh thu ht khch hng l, gi c r hn siu th, sn phm
th nhiu kch c p ng cao nht nhu cu ca khch hng, mua hng nhanh
chng khng cn phi xp hng ch i tnh tin nh siu th, c bit i vi
thc phm th lun ti ngon y l im m siu th khng bng ch.
6.2 Kin ngh nng cao hiu qu hot ng ca ch.
- Thu nhp cng nh mc sng ca ngi dn trn a bn thnh ph Cn Th
trong tng lai l rt cao, ta c th thy c nhu cu tiu dng v mua sm trong
tng lai l rt ln. y l mt c hi ln cho tt c cc loi hnh bn l trong
tng lai, v th ngay t by gi cc ch Cn Th cn phi nhanh chng sa cha,
nng cp u t mi cc ch, xy dng ch theo hng vn minh hin i, khc
phc cc im yu v c s h tng: lun m bo v sinh mi trng, c h thng
x l nc thi, lun lun m bo ch sch s, thong mt, nng cao nng
lc cnh tranh ca ch.
- Phi ci thin hot ng ca b my qun l ch, lp v t chc thc hin
chng trnh o to bi dng nghip v qun l ch cho nhng ngi lm cng
tc qun l nh nc v qun l trc tip ti ch.
- Cc c quan chc nng ca cc cp chnh quyn a phng cn phi sp xp,
quy nh cc khu vc bn hng cc ch nh sao cho ngi mua hng c th d
dng tip cn, nhiu khi khng cn gi xe vn c th mua c hng.
6.3 Kin ngh nng cao hiu qu hot ng ca cc tiu thng.
gii quyt nhng kh khn trong qu trnh kinh doanh ca tiu thng cn phi
thnh lp mt t chc - hip hi cc tiu thng, t chc ny c th do cc ban
qun l ch c kh nng chuyn mn tt thnh lp hay do cc tiu thng thnh
lp v thu cc chuyn gia bn ngoi, t chc ny s ng ra lin kt cc tiu
thng trong ch li vi nhau :
(1) Thng nht gi bn, gim p lc cnh tranh gia cc tiu thng trong cng
mt ch, trnh c tnh trng bn ph gi, tng kh nng cnh trong tng lai vi
siu th v trong qu trnh hi nhp kinh t quc t.
(2) t hng vi s lng ln gy sc p ln nh cung cp, c c hng
mc chit khu nhiu hn, v nhiu chnh sch u i. T t chc c th hng
dn tiu thng t to ra chng trnh khuyn mi ca mnh hoc lin kt vi nh
sn xut.
235

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Trng i hc Cn Th

(3) Cch trng by hng ha, cng nh la chn cc ngun hng c nhiu ngun
gc khc nhau bn, nhm a dng chng loi hng ha trong ch, m bo tha
mn tt nht nhu cu a dng ca ngi tiu dng. Cn phi xy dng thng hiu
ch vn minh hin i trong lng khch hng thng qua thi bn hng, cht
lng hng ha m bo, gi c nm yt r rng, cn ng cn ,
(4) Hip hi tiu thng cn phi nghin cu th trng, gip tiu thng nm bt
c s thay i trong th hiu cng nh xu hng tiu dng nhm tuyn truyn
qung b hnh nh ch vn minh hin i, gii thiu cc sn phm n ngi tiu
dng mt cch nhanh nht.
TI LIU THAM KHO
Cc Thng k thnh ph Cn Th (2009). Nin gim thng k 2009 thnh ph Cn Th.
Lu Thanh c Hi v V Th Thanh Lc (2000). nghin cu marketing ng dng trong kinh
doanh. Khoa Kinh t- QTKD, i hc Cn Th.
Nguyn nh Th - Nguyn Th Mai Trang (2007). Nghin cu khoa hc Marketing. Nh
xut bn i hc Quc gia Thnh ph H Ch Minh.
Nguyn Th Nhiu (2004). nhng gii php pht trin mng li siu th Vit Nam thi gian
ti 2010. Vin nghin cu thng mi.
S Cng Thng thnh ph Cn Th (2009). Bo co hot ng nm 2009 v phng hng
nhim v nm 2010 ca ngnh cng thng thnh ph.
S Thng mi thnh ph Cn Th (2009). D n quy hoch pht trin thng mi thnh ph
Cn Th n nm 2015 v nh hng n nm 2020.
S Thng mi thnh ph Cn Th (2010). Bo co hot ng nm 2009 v phng hng
nhim v nm 2010 ca ngnh thng mi thnh ph.

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