-
Kho st th trng thc n nhanh ti cc
thnh ph ln
25.12.2012
http://www.flickr.com/photos/saechang/4516316564/
public-domain-image.com
http://www.flickr.com/photos/jk_too/3344322578/
http://www.flickr.com/photos/hulagway/6145113881/
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Mc lc
Phn 1: Thng tin nghin cu Tr.3
Phn 2: Thng tin th trng thc n nhanh Tr.5
Phn 3: Tm tt kt qu nghin cu Tr.8
Phn 4: Bo co chi tit Tr.11
Phn 5: Kt lun Tr.50
Phn 6: Thng tin p vin Tr.53
2
-
3
Phn 1: Thng tin nghin cu
-
Thng tin nghin cu
4
Thi gian kho st : 01.11 09.11.2012
Tng mu nghin cu : 272
Gii tnh & tui : Nam v N, t 16 tui tr ln
Thu nhp gia nh : T 15 triu tr ln
Khu vc nghin cu : H Ch Minh v H Ni
iu kin nghin cu : S dng thc n nhanh trong vng 3 thng va qua v
mc dng t nht 3 thng / ln.
Mc tiu nghin cu : Nhm khm ph thi quen dng thc n nhanh ti cc
thnh ph ln. Bn cnh , iu tra mc a
chung ca NTD i vi cc thng hiu thc n
nhanh ang c mt ti Vit Nam.
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5
Phn 2: Thng tin th trng
1. Thc n nhanh l g?
2. Th trng thc n nhanh
3. C hi
-
6
Thng tin th trng thc n nhanh
1. Thc n nhanh (fastfood) l g?
Thc n nhanh l thut ng ch loi thc n vi cc thnh phn c lm nng trc hoc nu sn, c bn
ti nh hng hoc ca hng c th phc v khch hng mt cch nhanh chng, tin li v tit kim thi gian
ti a.
Ngi dng c th n ti ch hoc yu cu ng gi mang i.
2. Th trng thc n nhanh.
KFC c xem l mt trong nhng thng hiu thc n nhanh ngoi c mt sm nht ti Vit Nam. i
in thng hiu ny cho bit h phi chu l lin tc trong vng 7 nm lin ch hnh thnh thi quen s
dng fastfood cho ngi Vit.
Theo thng k ca B Cng Thng cho thy, tng doanh s ca ngnh thc n nhanh Vit Nam nm 2011
c tnh t 870 t ng, tng 30% so vi nm 2010. Tuy vy, th phn ch tp trung ch yu thuc v cc
thng hiu ni ting nc ngoi nh KFC (M), Lotteria (Hn Quc) v Jollibee (Philippines).
Hin ti, cc thng hiu thc n nhanh ca Vit Nam cn t hoc khng c kh nng cnh tranh vi thng
hiu ngoi nhp, ngoi tr mt s thng hiu c bit n nh thnh phn tin phong ca fastfood Vit
nh: Ph 24h, Vietmac
-
7
Thng tin th trng thc n nhanh
3. C hi
Theo kho st v ngnh cng nghip thc n nhanh ca Nielsen Vit Nam (2010),
ch ra rng c n 86% khch hng s dng sn phm ny thuc tui t 20 35.
Trong khi , Vit Nam c dn s xp x 90 triu ngi vi khong trn 65%
tui di 35.
Th trng thc n nhanh ca Vit Nam ang tr thnh ngnh c tc tng
trng cao v n nh trong cc ngnh hng tiu dng thc phm hin nay (B
Cng Thng, 2012). C th ni rng th trng thc n nhanh ti Vit Nam ang
l mt mnh t kh mu m thu ht s ch v u t ca hng lot thng
hiu thc n nhanh hng u th gii. in hnh vi cc s kin gn y nh:
Theo bo Din n Doanh Nhn a tin, Sau gn 4 nm nghin cu th trng,
mi y tp on The Johnny Rockets quyt nh thm nhp th trng Vit
Nam qua vic tm kim i tc nhng quyn thng hiu chui nh hng
thc n nhanh.
Tng t, bo Nhp Cu u T a tin, vo cui thng 8 va qua, mt lnh
o cp cao ca tp on ni ting McDonalds n thm v lm vic vi vi
i tc nhng quyn tim nng nhm xc tin vic khai trng nh hng u
tin ti TP.HCM.
http://www.flickr.com/photos/oakleyoriginals/6189110368/sizes/
m/in/photostream/
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8
1. Thi quen dng fastfood
2. Thng hiu fastfood
Phn 3: Tm tt kt qu nghin cu
http://pixabay.com/en/french-fries-chicken-nuggets-fake-19163/
http://pixabay.com/en/bacon-fried-egg-hamburger-food-19573/
http://pixabay.com/en/hot-dog-food-sandwich-mustard-21074/
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9
Tm tt kt qu nghin cu (1)
1. Thi quen dng fastfood.
C n 73.6% trong tng s 370 p vin c kho st s b dng fastfood trong vng 3 thng qua. Phn
ln, h thng n ca hng fastfood 2 3 ln / thng.
c ngi khc mi, n vo cui tun hoc Lc cm thy thm l 3 trong nhng l do chnh thu ht khch
hng n vi ca hng thc n nhanh.
Bui ti (sau 6g) l khong thi gian p vin thng dng fastfood nhiu nht.
C n 71.7% i tng c nghin cu i n cng Bn b / ng nghip. c bit, nhm p vin c
con cng thng dng fastfood vi con h.
Chi ph trung bnh cho mt ngi dng ti mt cc ca hng fastfood tiu biu nh sau:
50.000 70.000 VN: Ph 24
70.000 90.000 VN: Lotteria v Jollibee
90.000 110.000 VN: KFC, Pizza Hut v BBQ Chicken
-
10
Tm tt kt qu nghin cu (2)
2. Thng hiu fastfood.
Ba thng hiu c mc nhn bit tt nht t ngi tiu dng ln lt l: KFC, Lotteria v Ph 24. Trong
, KFC c mc nhn bit u tin rt cao vi 70.2%. Trong khi , Ph 24 li l thng hiu dn u
trong nhn bit c tr gip vi t l la chn t p vin ln n 80.8%.
KFC, Lotteria v Pizza Hut l 3 thng hiu c s dng nhiu nht trong 3 thng qua v cng ng thi
thu ht c s khch hng thn thit ln nht.
nh gi mc quan trng ca ngi dng vi cc yu t ca hng thc n nhanh trn thang im 5, kt
qu thu c s im trung bnh tng ng vi tng yu t nh sau: Sn phm: 3.85, Phn phi: 3.98, Chiu
th: 4.18, Gi c: 4.22
Hp v sinh l mt trong nhng yu t c khch hng nh gi tt nht vi ca hng thc n nhanh
thng dng. Tuy nhin, p vin li khng hi lng v Gi c, Khng gian ca hng n o.
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11
Phn 4: Bo co chi tit
1. T l dng fastfood trong vng 3 thng qua
2. Mc dng fastfood
3. Dp dng
4. Thi gian thng dng
5. Ngi dng cng
6. Mc gi thng chi tr
7. Yu t quan tm khi chn thng hiu
I. THI QUEN DNG FASTFOOD
1. Mc nhn bit
2. Thng hiu thng dng nht
3. Thng hiu dng trong vng 3 thng qua
4. nh gi ca hng n thng xuyn
5. Mc hi lng thng hiu thng dng
II. Thng hiu fastfood
http://pixabay.com/en/bacon-fried-egg-hamburger-food-19573/
public-domain-image.com
http://www.flickr.com/photos/preppybyday/4808613736/
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12
I. THI QUEN DNG FASTFOOD
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13
1. T l dng trong vng 3 thng qua
73.6% 26.4%
C Khng
43.2%
56.8%
Nam N
73.6% c dng
Qua kho st s b 421 p vin, c n 73.6% ngi dng fastfood trong 3 thng va qua. Trong , n gii
chim t l s dng nhiu hn nam gii.
N = 421 N = 272
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14
3.7%
14.3%
30.1% 30.9%
12.9%
8.1%
Mi ngy 3 - 6 ln / tun 1 - 2 ln / tun 2 - 3 ln / thng 1 ln / thng 2 - 5 ln / 6 thng
2. Mc dng thc n nhanh
1/3 nhng ngi c nghin cu thng xuyn n cc ca hng thc n nhanh t 2 3 ln / thng.
Trong , nam n cc ca hng thc n nhanh
thng xuyn hn n.
Cc p vin khu vc H Ni thng n cc
ca hng thc n nhanh hn khu vc Tp.HCM.
Mc Nam N
Mi ngy 5.3% 2.5%
3 - 6 ln / tun 16.7% 12.7%
1 - 2 ln / tun 32.5% 28.5%
2 - 3 ln / thng 26.3% 34.2%
1 ln / thng 12.3% 13.3%
2 - 5 ln / 6 thng 7.0% 8.9%
Mc Tp. HCM H Ni
Mi ngy 1.5% 5.9%
3 - 6 ln / tun 17.6% 11.0%
1 - 2 ln / tun 26.5% 33.8%
2 - 3 ln / thng 30.9% 30.9%
1 ln / thng 13.2% 12.5%
2 - 5 ln / 6 thng 10.3% 5.9%
Mc n bnh
qun khong
2 tun / ln
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15
2. Mc dng thc n nhanh
15.6%
31.2%
34.4%
8.3% 4.0%
32.7%
26.7%
15.8%
6.9%
25.3%
32.0%
12.0%
0.0%
15.0%
30.0%
45.0%
Mi ngy 3 - 6 ln / tun 1 - 2 ln / tun 2 - 3 ln / thng 1 ln / thng 2 - 5 ln / 6 thng
16 - 23 tui
24 - 29 tui
T 30 tui tr ln
3. Theo nhm tui
Nhn chung, nhm 24 29 tui c mc dng fastfoosd kh cao, ch yu 1 -2 ln / tun. Ngc li, nhm
tui t 30 tr ln li c mc n fastfood c phn thp hn, tp trung ch yu 2 3 ln / thng. Trong khi
, nhm tui 16 23 tui li c mc tri u t 1-2 ln / tun n 2 3 ln / thng.
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16
3. Dp dng
60.7%
51.8% 51.8% 50.0%
30.9% 30.5%
19.5%
2.9%
Khi ngi khc mi
n vo cui tun Khi cm thy thm
Thch lc no
dng lc n vo cc dp / l
ln Cui thng lnh
lng / nhiu tin
Khi i Dp khc
60.7% ngi c kho st dng fastfood Khi c ngi khc mi. Ngoi ra, p vin cng thng dng
fastfood vo Cc dp cui tun hoc Nhng lc cm thy thm.
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17
Cha c con
23.2%
Khi i
Thch lc no n lc
Thng n vo cui tun
Thng n vo cc dp / l ln
Khi ngi khc r r
Khi cm thy thm
Vo cui thng lnh lng / nhiu tin
Khc C con
6.0%
8.3%
19%
1.2%
0.0%
8.7%
3.8%
17.3%
26.0% 42.3%
35.6%
23.1%
3. Dp dng 1. Theo tnh trng con ci:
i vi ngi cha c con th thng Thch lc no n lc , trong khi vi ngi c con hay n
fastfood vo Dp cui tun.
2. Theo gii tnh:
Bn cnh vic i n fastfood khi c ngi r, nam gii thng i vo Cc ngy cui tun, cn n gii thng
i Khi cm thy thm.
Ngi khc mi - 60.1%
Khi cm thy thm - 55.1%
n vo cui tun - 50.6%
Dng lc thch - 50.6%
Ngi khc mi - 61.4%
n vo cui tun - 53.5%
Dng lc thch - 49.1%
Khi cm thy thm - 47.4%
http://www.iconfinder.com/icondetails/56299/256/anonymous_male
_man_user_icon
http://www.iconfinder.com/icondetails/11348/48/brown_female_pi
nk_user_white_icon
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18
3. Dp dng
3. Theo tui:
Nhn chung, c 3 nhm tui thng i n fastfood nhiu nht Khi c ngi khc r r. Nhng bn cnh ,
nhm 16 23 tui cng thng i n Khi cm thy thm. Trong khi , nhm tui 24 29 tui li thng
dng vo Dp cui tun v nhm 30 tui tr ln cn thng dng Vo cc dp / l ln.
64.6%
56.2% 54.2%
47.9%
22.9% 22.9% 19.8%
60.4%
53.5%
46.5%
53.5%
23.8%
36.6%
12.9% 4.0%
56.0%
44.0%
49.3%
54.7%
50.7%
32.0% 28.0%
0.0%
15.0%
30.0%
45.0%
60.0%
75.0%
Khi ngi khc r r
Khi cm thy thm
Thch lc no
n lc Thng n vo
cui tun Thng n vo cc dp / l ln
Vo cui thng lnh lng / nhiu tin
Khi i Khc
16 - 23 tui
24 - 29 tui
T 30 tui tr ln
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19
2.6% 19.9%
4.4%
21.3%
51.8%
Bui sng
Bui tra
Bui x chiu (1 - 3g) Bui chiu (4 - 6g)
Bui ti 3.7% 13.2%
4.4% 18.4%
60.3%
26.5%
24.3%
43.4%
Bui sng
Bui tra
Bui x chiu (1 - 3g) Bui chiu (4 - 6g)
Bui ti
Tp. HCM
H Ni
Dng fastfood vo Bui ti sau 6g l thi quen ca hn 1 / 2 i tng c nghin cu.
Ngi dn H Ni nhn chung c xu hng dng thc n nhanh vo cc khung gi linh hot khc nhau,
Trong khi , s ng khch hng khu vc Tp.HCM c thi quen dng fastfood vo Bui ti.
4. Thi gian thng dng
http://www.graphicsfuel.com/2012/08/alarm-clock-icon-psd/
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20
i vi cc nhm tui c kho st, phn ln thng dng fastfood vo Bui ti hoc Bui chiu (4 6g).
Ngoi ra, nhm tui 24 29 tui cn thng dng vo Bui tra.
4. Thi gian thng dng
18.8%
55.2%
2.0%
22.8%
4.0%
23.8%
47.5%
5.3%
17.3%
6.7%
17.3%
53.3%
0.0%
15.0%
30.0%
45.0%
60.0%
Bui sng Bui tra Bui x chiu (1 - 3g) Bui chiu (4 - 6g) Bui ti
16 - 23 tui
24 - 29 tui
T 30 tui tr ln
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21
5. Ngi thng i n cng
71.7% nhng ngi c kho st thng i n cng Bn b / ng nghip ca mnh. Ngi yu / chng (v)
v Ngi thn trong gia nh l hai i tng thng c i n cng tip theo, chim t l ln lt l 62.1%
v 47.4%.
http://www.iconfinder.com/icondetails/15663/128/couple_friends
_group_man_people_relation_relationship_users_woman_icon
http://www.iconfinder.com/icondetails/2689/128/couple_people_u
sers_icon
http://www.iconfinder.com/icondetails/15577/128/family_grandpa
rent_icon
71.7%
62.1%
47.4%
21.7%
11.4%
1.5%
Bn b / ng nghip Ngi yu / chng (v)
Ngi thn trong gia nh
Con ci B m Khc
http://www.iconfinder.com/icondetails/3335/128/sun_icon
http://www.flickr.com/photos/stephen-oung/6080340280/
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22
65.8%
21.1%
8.8%
75.9%
8.9% 2.5%
3.8%
0.6%
Bn b / ng nghip
Ngi yu / chng (v)
Con ci B m Ngi thn trong gia
nh
Khc
Nam
N
79.8%
17.9%
0.6% 0.6%
58.7%
5.8%
21.2%
7.7% 6.7%
Bn b / ng nghip
B m Con ci Ngi yu / chng (v)
Ngi thn trong gia
nh
Khc
Cha c con
C con
1. Theo gii tnh
Nu ngi n c xu hng i n cng Bn b /
ng nghip cao hn nam, th nam gii li i n
cng Ngi yu / chng (v) hn ngi n.
5. Ngi thng i n cng
2. Theo tnh trng con ci
i vi ngi c con, ngoi thng n cng Bn
b / ng nghip, h cn i cng vi Con ci. Trong
khi , ngi cha c con ch yu i n cng Bn b
/ ng nghip tip sau l Ngi yu / chng (v).
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23
5. Ngi thng i n cng
3. Theo tui:
a phn mi nhm tui u i n fastfood cng Bn b / ng nghip. Ngoi ra, nhm 16 23 tui v 24
29 tui cng thng i n cng Ngi yu / chng (v). Trong khi , ngi tui t 30 tr ln thng i
n cng Con ci.
82.3%
1.0%
16.8%
3.0%
9.9%
66.7%
8.0% 4.0%
16.0%
5.3% 0.0%
15.0%
30.0%
45.0%
60.0%
75.0%
90.0%
Bn b / ng nghip
Ngi yu / chng (v)
B m Con ci Ngi thn trong gia nh
Khc
16 - 23 tui
24 - 29 tui
T 30 tui tr ln
-
24
3.4% 5.3%
20.0% 10.2%
23.0% 23.3%
6.7%
12.2% 12.2%
28.6% 27.0% 26.3%
23.3%
16.2% 19.5%
22.4%
24.0% 25.6% 33.3%
23.0%
34.1%
14.2% 13.5%
16.7%
28.4%
12.2%
5.4% 6.0%
16.2% 17.1%
1.0% 4.1% 4.9%
KFC Lotteria Jollibee Pizza Hut BBQ Chicken Ph 24
Trn 250.000 VN
200.001 - 250.000 VN
150.001 - 200.000 VN
110.001 - 150.000 VN
90.001 - 110.000 VN
70.001 - 90.000 VN
50.000 - 70.000 VN
Di 50.000 VN
6. Chi ph thng chi tr / 1 ngi dng
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25
50.000 70.000 VN 70.001 90.000 VN 90.001 110.000 VN
6. Chi ph thng chi tr / 1 ngi dng - Trung bnh
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26
4.06 3.99 3.84 3.79 3.73
3.57
3.28
Nhiu loi nc ung
Cht lng thc phm cao
Nhiu thc n trng ming
Thc n ngon Nhiu loi mn n chnh
Thc n trang tr p mt
Ch bin cng thc c o
3 yu t quan tm nht Cc yu t tip theo
7. Yu t quan tm Sn phm
Q. Mc quan tm vo cc yu t v cht lng sn phm.
1 Hon ton khng quan tm n 5 Hon ton quan tm
Nhiu gia v l
4.13
Hp khu v
4.08
Nhiu mn n nh
4.07
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27
3.89
3.93
4.02
4.06
4.07
Cht lng thc phm cao
Nhiu loi mn n nh
Hp v sinh
Nhiu loi nc ung
Nhiu gia v l
Nam
4.06
4.07
4.12
4.16
4.17
N
3.89
4.03
4.04
4.05
4.07
Cht lng thc phm cao
Nhiu gia v l
Nhiu loi nc ung
Hp v sinh
Nhiu loi mn n nh
Tp.HCM
4.10
4.22
4.08
4.10
4.07
H Ni
7. Yu t quan tm Sn phm
Q. Mc quan tm vo cc yu t v cht lng sn phm.
1 Hon ton khng quan tm n 5 Hon ton quan tm
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28
4.69
4.41 4.23
4.01
3.74
Nhiu chng trnh u i, gim gi
Combo u i gi cho phn n
Phiu qu tng khi mua sn phm
Chit khu khi mua nhiu
Gi c ph hp
7. Yu t quan tm Gi c
Q. Mc quan tm vo cc yu t v gi c.
1 Hon ton khng quan tm n 5 Hon ton quan tm
4.69
4.41
4.23
http://www.gettyicons.com/free-icon/101/credit-cards-icon-
set/free-gift-card-icon-png/
http://www.photl.com/305034.html
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29
3.79
4.02
4.13
4.33
4.66
Gi c ph hp
Chit khu khi mua nhiu
Phiu qu tng khi mua sn phm
Combo u i gi cho phn n
Nhiu chng trnh u i, gim gi
Tp.HCM
3.69
3.99
4.33
4.49
4.71
H Ni
3.76
3.97
4.16
4.28
4.66
Gi c ph hp
Chit khu khi mua nhiu
Phiu qu tng khi mua sn phm
Combo u i gi cho phn n
Nhiu chng trnh u i, gim gi
Nam
3.73
4.04
4.29
4.50
4.71
N
7. Yu t quan tm Gi c
Q. Mc quan tm vo cc yu t v gi c.
1 Hon ton khng quan tm n 5 Hon ton quan tm
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30
4.58
4.04
3.64 3.65
Nm khu trung tm Chi nhnh rng khp a im d tm, thun li C dch v giao hng tn ni
7. Yu t quan tm Phn phi
Nm khu trung tm v Chi nhnh rng khp l vn m khch hng quan tm nhiu nht i vi knh
phn phi.
Q. Mc quan tm vo cc yu t v phn phi.
1 Hon ton khng quan tm n 5 Hon ton quan tm
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31
3.66
3.67
4.10
4.49
a im d tm, thun li
C dch v giao hng tn ni
Chi nhnh rng khp
Nm khu trung tm
Tp.HCM
3.63
3.63
3.97
4.68
H Ni
3.69
3.73
4.09
4.51
a im d tm, thun li
C dch v giao hng tn ni
Chi nhnh rng khp
Nm khu trung tm
Nam
3.62
3.60
4.00
4.64
N
7. Yu t quan tm Phn phi
Q. Mc quan tm vo cc yu t v phn phi.
1 Hon ton khng quan tm n 5 Hon ton quan tm
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32
4.57
4.21 4.14
3.79
c nhiu ngi bit n Nhiu qung co (Bo, tivi) Nhiu chng trnh u i cho khch hng thn thit
Thng tin v ca hng d tm kim
7. Yu t quan tm Chiu th
Yu t c nhiu ngi bit n v Nhiu qung co (Bo, tivi) thu ht s quan tm ln nht ca khch
hng vi vn chiu th.
Q. Mc quan tm vo cc yu t v chiu th.
1 Hon ton khng quan tm n 5 Hon ton quan tm
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33
3.79
4.13
4.21
4.52
Thng tin v ca hng d tm kim
Nhiu chng trnh u i cho khch hng thn thit
Nhiu qung co (Bo, tivi)
c nhiu ngi bit n
Tp.HCM
3.79
4.15
4.22
4.62
H Ni
3.78
4.16
4.23
4.53
Thng tin v ca hng d tm kim
Nhiu qung co (Bo, tivi)
Nhiu chng trnh u i cho khch hng thn thit
c nhiu ngi bit n
Nam
3.81
4.25
4.07
4.61
N
7. Yu t quan tm Chiu th
Q. Mc quan tm vo cc yu t v chiu th.
1 Hon ton khng quan tm n 5 Hon ton quan tm
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34
Sn phm
3.85
Phn phi
3.98
Chiu th
4.18
Gi c
4.22
Gi c
4.19
Chiu th
4.16
Phn phi
3.98
Sn phm
3.83
HCMC Gi c
4.24
Chiu th
4.16
Phn phi
3.98
Sn phm
3.83
HN Chiu th
4.17
Gi c
4.16
Phn phi
4.00
Sn phm
3.82
Nam Gi c
4.25
Chiu th
4.18
Phn phi
4.96
Sn phm
3.88
N
7. Yu t quan tm Tng th
-
35
II. Thng hiu thc n nhanh
-
36
70.2%
11.0%
2.9% 1.1%
19.9%
46.3%
11.0% 14.7%
4.0%
63.5%
37.3% 32.8%
80.8%
17.3%
30.3%
17.0% 15.1%
KFC Lotteria Pizza Hut BBQ
Chicken
Jollibee Ph 24 VietMac Pizza inn AlFresco's
Domino Dijon's
Pizza
Nhn bit u tin
Nhn bit khng tr gip
Nhn bit c tr gip
Thng hiuTng nhn bit
(%)
KFC 98.2
Lotteria 92.5
Ph 24 85.9
Pizza Hut 77.5
BBQ Chicken 54.9
Jollibee 45.7
Pizza Inn 32.5
VietMac 19.9
Al Fresco's 18.1
Domino 15.8
Dijon's Pizza 12.2
KFC, Lotteria, Ph 24 l tp 3 thng hiu c tng nhn bit tt nht t khch hng. Trong :
KFC hin ang dn u vi nhn bit u tin 70.2% v tng nhn bit ti 98.2%.
Tuy t l nhn bit u tin kh thp (19.9%), nhng nhn bit khng tr gip ghi nhn thng hiu
Lotteria vi v tr dn u chim 46.3%. Cht li v tr th 2 trong tng nhn bit tng ng vi con s
92.5% cho Lotteria.
i vi thng hiu Ph 24 cc ch s v nhn bit u tin v khng tr gip chim rt thp (di 4%).
Ni cch khc, NTD c th vn cha ghi nhn Ph 24 l mt thng hiu thc n nhanh.
1. Mc nhn bit
-
37
1. Mc nhn bit tnh thnh Theo bng tng nhn bit theo hai khu vc Tp.HCM v H Ni, vn ghi nhn KFC, Lotteria, Ph 24 cc
v tr dn u vi ch s nhn bit trn 80%.
Tuy nhin, c mt s thng hiu i din c trng vng min nh sau:
i vi Tp.HCM: Jollibee v Pizza Inn c bit n nhiu cch bit so vi H Ni.
Trong khi , p vin H Ni li nhn bit rt tt BBQ Chicken v kh tt Pizza Hut.
Tp.HCM H Ni
-
38
1. Mc nhn bit tnh thnh Khi so snh cho mc nhn bit gia Tp.HCM v H Ni c th thy nhng im ni bt nh sau:
Trong khi thng hiu Lotteria c t l nhn bit kh u gia nhn bit khng v c tr gip H Ni, th li c s chnh lch kh ln gia 2 t l ny Tp.HCM vi nhn bit khng tr gip cao cch bit.
Jollibee v Pizza Inn l 2 thng hiu c cc ch s nhn bit Tp.HCM cao cch bit so vi H Ni.
Ngc li, BBQ Chicken, Vietmac v Al Frescos c nhn bit tt hn khu vc H Ni.
Nhn bit u tin
Nhn bit khng tr gip
Nhn bit c tr gip 67.6%
13.2%
1.5% 5.9%
2.2%
25.0%
39.7%
4.4%
28.7%
11.8% 3.7% 1.5% 1.5% 1.5% 0.7%
6.7%
41.5%
82.2%
48.1%
61.5%
27.4% 28.9% 19.3%
13.3% 9.6% 8.1%
0.0%
50.0%
100.0%
KFC Lotteria Ph 24 BBQChicken
Pizza Hut VietMac Al
Fresco's
Pizza Inn Jollibee Dijon's
Pizza
Domino
H Ni
72.8%
8.8% 0.7% 3.7% 4.4% 0.7%
14.7%
52.9%
3.7% 10.3% 19.9%
2.9% 0.7% 0.7% 9.6%
28.7%
79.4%
65.4%
52.2% 41.2%
26.5% 22.1% 14.7%
7.4% 5.1%
0.0%
50.0%
100.0%
KFC Lotteria Ph 24 Pizza Hut Jollibee Pizza Inn BBQChicken
Domino Dijon's
Pizza
VietMac Al
Fresco's
Tp.HCM
-
90.8%
57.7%
30.9%
23.5% 17.3%
16.9%
4.4% 4.0% 3.7% 2.6% 1.5% 0.4%
5.9%
KFC Lotteria Pizza Hut Ph 24 Jollibee BBQChicken
Pizza Inn Al
Fresco's
VietMac Domino Wrap &
Roll
Dijon's
Pizza
Khc
39
KFC l thng hiu c nhiu ngi dng nht trong vng 3 thng qua, chim n 90.8% ngi c
nghin cu. Tip n Lotteria v Pizza Hut nhng c t l thp cch bit so vi KFC ln lt l 57.7% v
30.9%.
2. Thng hiu dng trong vng 3 thng qua
-
40
91.2%
60.3%
33.1%
27.2% 24.3%
5.9%
3.7% 2.2%
1.5% 1.5% 1.5% 0.7% 5.1%
83.1%
55.1%
28.7%
3.7% 22.8%
2.9%
30.1%
10.3% 5.9%
2.2%
KFC Lotteria Pizza Hut Jollibee Ph 24 Pizza Inn BBQChicken
Domino Al
Fresco's
VietMac Wrap &
Roll
Dijon's
Pizza
Khc
Tp.HCM H Ni
KFC v Lotteria cng l 2 thng hiu c c ngi dn Tp.CHM v H Ni dng nhiu nht, nhng
so vi H Ni th t l Tp.HCM c cao hn mt t.
C mt s thng hiu c trng theo vng min, c bit nh: BBQ Chicken c ngi H Ni a
chung hn hn Tp.HCM. Trong khi , Jollibee li c ngi dng Tp.HCM s dng nhiu cch bit.
2. Thng hiu dng trong vng 3 thng qua
-
41
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
0.7%
4.4%
5.9%
9.6%
14.0%
65.4%
Pizza Inn
Domino
Dijon's Pizza
BBQ Chicken
VietMac
Wrap & Roll
Al Fresco's
Ph 24
Pizza Hut
Jollibee
Lotteria
KFC
Tp. HCM
0.0%
0.0%
0.0%
0.7%
0.7%
1.5%
2.2%
3.7%
5.9%
7.4%
19.9%
58.1%
Domino
Dijon's Pizza
Wrap & Roll
Pizza Inn
VietMac
Al Fresco's
Jollibee
BBQ Chicken
Ph 24
Pizza Hut
Lotteria
KFC
H Ni
0.0%
0.0%
0.0%
0.4%
0.4%
1.1%
1.8%
5.1%
5.9%
6.6%
16.9%
61.8%
Domino
Dijon's Pizza
Wrap & Roll
Pizza Inn
VietMac
Al Fresco's
BBQ Chicken
Ph 24
Jollibee
Pizza Hut
Lotteria
KFC
Tng
3. Thng hiu thng dng nht
-
42
3. Thng hiu thng dng nht
67.7%
15.6%
7.3% 4.2%
2.1%
63.4%
4.0%
10.9%
52.0%
18.7%
9.3% 10.7% 4.0%
1.3% 1.3% 0.0%
15.0%
30.0%
45.0%
60.0%
75.0%
KFC Lotteria Pizza Hut Ph 24 Jollibee BBQChicken
Al Fresco's Pizza Inn VietMac
16 - 23 tui
24 - 29 tui
T 30 tui tr ln
Bn cnh hai thng hiu c mi nhm tui nghin cu a chung s dng nh KFC v Lotteria, c mt s
khc bit v cc thng hiu c s dng theo nhm tui nh:
Jollibee c p vin tui 24 29 s dng nhiu ch sau Lotteria.
Trong khi , tui t 30 tui tr ln cng dng nhiu sn phm ca Ph 24.
-
43
4. nh gi ca hng n thng xuyn Tng th
nh gi ca khch hng vi cc yu t
kim tra cht lng ca ca hng fastfood s
dng thng xuyn nht nh sau:
Phn ng tt nht thuc v Vn v sinh,
tip n l Mi v thc n v Cm gic thn
thuc ti ca hng.
Cc yu t khng c nh gi tt: Gi c
mc, v Khng gian ca hng khng c
yn tnh.
Tng
t mn n
Rng ri
Cm gic thn thuc
Nhiu mn n
Phc v tt
Hp v sinh
Yn tnh
Mi v ngon
Gi c r
Ni tht p
Cm gic xa l
t dch v km theo Nhiu dch v km theo
Phc v ti
Khng hp v sinh
n o
Mi v t
Gi c mc
Ni tht xu
Cht chi
1.7
1.1
1.5
1.5
0.6
1.5
0.8
1.7
1.7
2.0
3-3 -2 -1 0 1 2
1.7
2.0
0.8
1.7
0.6
1.5
1.5
1.5
1.7
1.1
Phc v ti
Khng hp v sinh
n o
Mi v t
Gi c mc
Ni tht xu
Mi v ngon
Gi c r
Ni tht p
Cm gic xa l
t dch v km theo Nhiu dch v km theo
t mn n
Cht chi
Nhiu mn n
Phc v tt
Hp v sinh
Yn tnh
Rng ri
Cm gic thn thuc
Tng
3-3 -2 -1 0 1 2
1.7
2.0
0.8
1.7
0.6
1.5
1.5
1.5
1.7
1.1
-
44
p vin c Tp.HCM v H Ni cm nhn c phn ging nhau v cc yu t ca ca hng fastfood thng
dng. Tuy nhin, vi cc yu t tch cc c nhm p vin Tp.HCM nh gi cao hn mt t (Hp v
sinh, Cm gic thn thuc, Mi v ngon). Trong khi , vi cc vn cho l khng c tt nh Gi c v
Khng gian yn tnh th ngi H Ni li c ci nhn khc khe hn.
Tp.HCM
Phc v ti Phc v tt
Khng hp v sinh Hp v sinh
n o Yn tnh
Mi v t Mi v ngon
Gi c mc Gi c r
Ni tht xu Ni tht p
t mn n Nhiu mn n
Cht chi Rng ri
Cm gic xa l Cm gic thn thuc
t dch v km theo Nhiu dch v km theo
3-3 -2 -1 0 1 2
1.7
2.0
1.0
1.7
0.7
1.6
1.9
1.2
1.6
1.6
t dch v km theo Nhiu dch v km theo
t mn n Nhiu mn n
Cht chi Rng ri
Cm gic xa l Cm gic thn thuc
Phc v ti Phc v tt
Khng hp v sinh Hp v sinh
Mi v t Mi v ngon
Gi c mc Gi c r
H Ni
n o Yn tnh
Ni tht xu Ni tht p
3-3 -2 -1 0 1 2
1.7
1.9
0.6
1.6
1.4
1.4
0.5
1.5
1.6
1.0
4. nh gi ca hng n thng xuyn Tnh thnh
-
45
Khi so snh tng cp yu t gia nam v n, c th nhn thy n gii lun nh gi cao hn nam gii. Trong
, n gii nh gi cao v vn v sinh ca ca hng thc n nhanh th ngi nam ch chm im mc
trn trung bnh mt t.
Nam
Phc v tt
Khng hp v sinh Hp v sinh
Phc v ti
Mi v t Mi v ngon
Gi c mc Gi c r
n o Yn tnh
Ni tht xu Ni tht p
t mn n Nhiu mn n
Cht chi Rng ri
Cm gic xa l Cm gic thn thuc
t dch v km theo Nhiu dch v km theo
3-3 -2 -1 0 1 2
1.5
1.6
0.7
1.4
0.6
1.3
1.5
1.1
1.3
1.3
N
t dch v km theo Nhiu dch v km theo
t mn n Nhiu mn n
Cht chi Rng ri
Cm gic xa l Cm gic thn thuc
Phc v ti Phc v tt
Khng hp v sinh Hp v sinh
n o Yn tnh
Mi v t Mi v ngon
Gi c mc Gi c r
Ni tht xu Ni tht p
3-3 -2 -1 0 1 2
1.9
2.3
0.9
1.9
0.6
1.8
1.7
1.8
2.0
1.2
4. nh gi ca hng n thng xuyn Gii tnh
-
46
C KFC v Lotteria u c nhn nh l ca hng hp v sinh v mang li cm gic thn thuc vi khch
hng.
KFC
Gi c mc
Phc v tt
Hp v sinh
Yn tnh
Mi v ngon
Gi c r
Ni tht p
Nhiu mn n
Rng ri
Cm gic thn thuc
Nhiu dch v km theo
t mn n
Mi v t
Phc v ti
Khng hp v sinh
n o
t dch v km theo
Cht chi
Cm gic xa l
Ni tht xu
1.6
2.0
0.6
1.6
0.4
1.5
1.7
1.0
1.5
1.5
3-3 -2 -1 0 1 2
Mi v t
Khng hp v sinh
n o
Phc v ti
Cm gic thn thuc
Nhiu dch v km theo
Yn tnh
Mi v ngon
Phc v tt
Hp v sinh
Cm gic xa l
t dch v km theo
Gi c r
Ni tht p
Gi c mc
Ni tht xu
t mn n
Cht chi
Nhiu mn n
Rng ri
Lotteria
3-3 -2 -1 0 1 2
1.5
1.7
0.6
1.5
0.7
1.5
1.7
1.2
1.5
1.5
4. nh gi ca hng n thng xuyn Thng hiu
-
47
5. Mc hi lng chung ca khch hng 79.1% ngi c kho st c mc hi lng chung vi ca hng fastfood thng dng nht.
11.8%
67.3%
18.4%
0.7% 1.8%
Rt hi lng Hi lng Bnh thng Khng hi lng Rt khng hi lng
http://www.mricons.com/icon/122171/128/funny-happy-laugh-
smiley-icon
-
48
5. Mc hi lng chung ca khch hng 1. Theo tnh thnh:
Nu so snh theo tnh thnh th mc hi lng ca ngi dn ti Tp.HCM c phn cao hn so vi H Ni.
2. Theo tui:
Khng c qu nhiu chnh lch v mc hi lng gia nam v n gii.
2.9%
11.8% 25.0%
70.6%
64.0%
14.0% 9.6%
Tp. HCM H Ni
Rt hi lng
Hi lng
Bnh thng
Khng hi lng
Rt khng hi lng
2.5%
20.2% 17.1%
68.4% 66.5%
9.6% 13.3%
Nam N
-
49
5. Mc hi lng chung ca khch hng 1. Theo tui:
Nhm 16 23 tui c mc hi lng chung cao hn khi so vi 2 nhm tui ln hn.
2. Theo thng hiu:
Trong khi ngi thng xuyn s dng KFC c mc hi lng chung l 84.5%, th nhng ngi s dng
Lotteria li c mc hi lng chung thp hn, ch chim khong 73.9%.
15.6%
17.8% 22.7%
71.9%
66.3% 62.7%
12.5% 9.9% 13.3%
16 - 23 tui 24 - 29 tui T 30 tui tr ln
Rt hi lng
Hi lng
Bnh thng
Khng hi lng
Rt khng hi lng
14.3%
23.9%
74.4% 60.9%
10.1% 13.0%
KFC Lotteria
-
50
Kt lun
1. Thi quen s dng
i vi nhng ngi c thi quen dng fastfood th mc dng kh cao, bnh qun khong 2 tun mt
ln. Trong , 24 29 l nhm tui c t l s dng fastfood cao nht v khch hng c kho st ti khu
vc H Ni c mc n thng xuyn hn khu vc Tp.HCM..
Kt qu nghin cu ch ra rng, mc gi trung bnh cho mt khu phn n cn kh cao so vi mc chi tiu
chung ca ngi dn Vit Nam. Tht vy, khi nhm khch hng c yu cu cho im v mc quan tm
ca h vi cc nhm yu t ca ca hng fastfood nh: sn phm, phn phi, chiu th v gi c. Th yu t
gi c t 4.22 im trn thang im 5 chim v tr cao nht so vi ba yu t cn li. V vy, cc ch u t
cn lu cn i gia sn phm v gi c c th tip cn c nhm i tng rng ln hn.
Bn cnh nhm khch hng tr tui v gii vn phng, nhm khch hng c con thng xuyn n cc
ca hng fastfood cng con h. Do , cc ca hng fastfood cn a ra cc chin lc chiu th cng nh
cc dch v mi cung cp sn phm tt hn cho cc nhm khch hng ny.
-
51
Kt lun
2. nh gi thng hiu
3 thng hiu fastfood l KFC, Lotteria v Ph 24 c nhn bit tt nht t ngi tiu dng. Tuy nhin,
thng hiu Ph 24 da ch yu vo t l nhn bit c tr gip mi c th nm trong nhm dn u ny. C
th ni rng, thc khch Vit Nam vn cha nh gi Ph 24 nh l mt thng hiu thc n nhanh.
KFC ang v th chim lnh th trng khi ng u trong danh sch nhng thng hiu dng trong 3
thng qua v ng thi l thng hiu dng thng xuyn nht.
Xt v mc hi lng ca ngi tiu dng, c 100 ngi c kho st th khong 79 ngi hi lng vi
thng hiu fastfood thng dng nht, s 21 ngi cn li vn cha tht s hi lng. c bit, ngi dn
H Ni kh tnh hn khi t l khng hi lng ti khu vc ny cao hn so vi khu vc Tp.HCM
V sinh, ngon, thn thuc l 3 tnh t tt ngi tiu dng nh gi i vi ca hng thc n nhanh m h
thng n nht. Tuy nhin, mc v n o li l nhn nh chung i vi cc ca hng ny.
-
52
Phn 6: Thng tin p vin
-
53
Thng tin p vin
50.0% 50.0%
Tnh thnh
Tp. HCM
H Ni
41.9%
58.1%
Gii tnh
Nam
N
35.3%
37.1%
27.6%
tui
Di 23 tui
24 - 29 tui
T 30 tui tr ln
61.8%
38.2%
Trnh trng con ci
Cha c con
c con
N=272 (272 p vin c s dng fastfood tho iu kin nghin cu trn tng s 421 ngi tham gia kho st)
-
W& S Company Limited
Address: Floor 10, WesternBank Building, 40 Pham Ngoc Thach St., District 1, HCMC., Vietnam
Phone: (08) 38 223 215 Fax: (08) 38 223 216
E-mail: [email protected]
CONTACT INFORMATION:
WEBSITE
Client site: http://vinaresearch.jp
Member site: http://vinaresearch.net
The copyrights of this report belong to W&S market research company, 2012. The results of this
survey can be publicly used, but must be cited and sourced from Vinaresearch. In the circumstance of
using the table and graphs from results of this survey, the data at the source must be clearly stated
and based on survey results collected from Vinaresearch..