nghiên cứu marketing

Nhm:BIG ZERO_MR10

GVHD: TS.NG TH LIN H

I HC NNG

TRNG I HC KINH TKHOA QUN TR KINH DOANH- - - ( ( ( - - -NGHIN CU MARKETING

HNH VI CA NGI TIU DNG V LA CHN MUA SM GIA CH V SIU TH CO.OPMART

Gio vin hng dn: ThS ng Th Lin HLp Tn Ch: MR_10Nhm thc hin: nhm BIG ZERO1. Hong Trung Hiu 35K16.12. ng Minh Phc 35K08.2

3. Nguyn Th Thu Hin 36K02.14. Phan Th Ha 36K02.1

5. V Th Trang 36K12.2

A. MC LC

B. NI DUNG

I. Gii thiu nhm nghin cu:

II. Cc hot ng v chi ph thc hin nghin cu:

III. Thng tin nh qun tr:

III.1 Bi cnh nghin cu:

III.1.1 Vn qun tr:

III.1.2 Vn nghin cu:

III.1.3 Vn nghin cu Marketing:

IV. Mc tiu nghin cu:

IV.1. Xy dng mc tiu nghin cu:

IV.2. Cu hi nghin cu:

IV.3 Cc gi thuyt nghin cu:

IV.4 nh gi kt qu nghin cu:

V. Thit k nghin cu:

V.1 Phng php nghin cu:

V.2 Chn mu v thu thp d liu:

V.2.1 M t phng php chn mu

V.2.2 Xy dng thang o v bng cu hi:

V.2.3 Nhng kh khn trong qu trnh thu thp d liu ca nhm.

VI. Kt qu phn tch d liu: (C km file SPSS bo co nh km)

VII. Kt lun v xut cho nh qun tr:

C. PH LC

Bng cu hi

B. NI DUNGI. Gii thiu nhm nghin cu:D n c thc hin bi nhm BIG ZERO, sinh vin trng i hc kinh t Nng.

1. Hong Trung Hiu 35K16.1

2. ng Minh Phc 35K08.2

3. Nguyn Th Thu Hin 36K02.1

4. Phan Th Ha 36K02.1

5. V Th Trang 36K12.2II. Cc hot ng v chi ph thc hin nghin cu:STTHng mcNgi thc hinChi ph

1Phn tch mi trng marketing xc nh vn

Phn tch d liuTt c cc thnh vin0

2Tm kim thng tinTt c cc thnh vin50.000

3Thuyt trnh ln 1 (k hoch s b)

Tt c cc thnh vin0

4Sa cha nghin cu ln 1Tt c cc thnh vin0

5Thit k nghin cu + bn cu hiTt c cc thnh vin40.000

6Hon thnh nghin cu (hon chnh)Trang, Hin0

7Test thTt c cc thnh vin10.000

Test chnh thcTt c cc thnh vin150.000

8Hon thnh word Trang,Hin0

9SlideHiu,Ha,Trang,Hin0

10Thuyt trnhTt c cc thnh vin0

Tng cng250.000

III. Thng tin nh qun tr:III.1 Bi cnh nghin cu:III.1.1 Vn qun tr:a. Tnh hnh c cu th trng gia ch v siu th

Vit Nam l th trng bn l si ng ng th t trn th gii, nn thu ht c nhiu i gia bn l ln trn th gii u t vo.

Mt khc, mc sng ca ngi dn ang ngy cng c ci thin, cm t siu th khng cn l hnh nh xa l trong mt nhiu ngi. Tuy nhin vic thay i vic mua sm t ch sang siu th l mt vic cn i hi mt qu trnh n lc ca cc siu th. Bng chng l 86% vn s dng ch l ni mua sm chnh ca mnh. Mc d tc tng trng doan thu ca cc siu th hng nm vn tng cao nhng s tng trng so vi mt th trng tim nng nh Vit Nam l cha cn xng. Khch hng vn rt trung thnh vi ch trun thng v nhng li ch m n mang li v cng nh l mt thi quen ca ngi dn Vit Nam.

Ring ti Nng l mt trong nhng th trng tim nng ca Vit Nam, nn cc Nh bn l ln t chi nhnh ti y rt nhiu. Hin ti Nng c ti hn 30 siu th ln nh khc nhau. Mc cnh tranh gia cc siu th ny thu ht khch hng cng rt khc nghit. ng u v quy m phi k n siu th BigC, Metro,CoopmartTuy nhin phn ln khch hng vn rt trung thnh vi ch truyn thng. Ti Nng c rt nhiu ch vi quy m ln nh ch Hn, ch Ha Khnh, ch Cn, ch u mi.

b. Tnh hnh cng ty

Co.opMart l nh bn l ln nht ti Vit Nam v n vi Nng cng c thi gian di v hin ti siu th co.opMart c t chi nhnh ti ng in Bin Ph v siu th c nhn xt l c a im khng thun li v khng trung tm thnh ph,ngoi ra siu th cn c cc i th cnh tranh nh l siu th BigC, ch siu th v h thng ch ti y.Tuy nhin,siu th co.opMart c nhng ngun lc v hng pht trin ring kinh doanh v cnh tranh trn th trng m khng cn nhng a im thun li nh BigC hay cc h thng ch trn thnh ph,trong vic nghin cu th trng v cc thng tin cn thit cho siu th ang c ban qun tr siu th quan tm. ng trc tnh hnh , vi t cch l mt nh dn o th trng trong ngnh bn l ti Vit Nam. Ban gim c siu th nhn thy rng khi mc tng v s lng ln quy m cc nh u t vo ngnh ngy cng tng m ch c 14% th phn, vic ny s ngy cng cnh tranh khc lit ginh git s th phn t i . c th c bc i mi trong tnh hnh hin nay, Co.opmart nhn thy rng i th cnh tranh trc tip hin nay ca mnh v i vi cc siu th ni chung chnh l ch truyn thng. Vn t ra lm sao c th tng trng th phn ca cng ty ca ngnh ni chung trog tnh hnh hin nay?

III.1.2 Vn nghin cu:T tnh hnh th trng v ca siu thi trn nhm nghin cu chng ti quyt nh tin hnh d n nghin cu

Nghin cu hnh vi ca ngi tiu dng gia vic la chn mua sm ti siu th co.opMart Nng v ch.IV. Mc tiu nghin cu:IV.1. Xy dng mc tiu nghin cu Gia ch v siu th c nhng c th ring,c th c ngi thch i ch hn l i siu th v ngc li.Bn cnh cn c cc l do khc dn ti vic la chn mua sm gia siu th v ch.

Mc tiu nghin cu nhm hiu c hnh vi ca ngi tiu dng v sao li chn mua sm ti ch v v sao chn mua sm ti siu th.C th, hnh vi y c th l thi ,ng c no dn ti quyt nh v cc hnh vi khc nh s hi lng hay mc cm nhn. ca ngi tiu dng nh th no v siu th v ch. V c th y l siu th co.opmart Nng.

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 phng n thch hp cho ban qun tr siu th hot ng hiu qu hn.

IV.2. Cu hi nghin cu: Liu Khch hng c ngh rng siu th ch dnh cho nhng ngi c thu nhp cao?

Khch hng chn ch v tnh tin li, tit kim thi gian?

Khch hng cho rng i siu th l mt thi gian?

Liu khch hng cho rng mua sm siu th s m bo cht lng, thoi mi v c th th hin a v ca mnh?

Cc yu t ng c, thi , phong cch sng, nhn thc, mc hi lng, c nh hng n vic la chn gia ch v siu th hay khng?

Gi c l c nh hng mnh m ti vic la chn a im mua sm hay khng?

S tin li, tit kim thi gian c nh hng mnh m ti vic la chn a im mua sm hay khng?

Cc chng trnh khuyn mi ca siu th c tc ng mnh m ti quyt nh i siu th hay khng?

Vic phi tr gi khin khch hng khng thch i ch?

IV.3 Cc gi thuyt nghin cu Cc yu t ng c, thi , phong cch sng, nhn thc, mc hi lng, c nh hng n vic la chn gia ch v siu th hay khng?

S tin li nh hng mnh ti vc la chon a im mua sm

Ngi tiu dng quan tm n cc chng trnh khuyn mi ca siu th

Vic tr gi nh hng n quyt nh a im mua smIV.4 nh gi kt qu nghin cuIII.4.1 Nhng thng tin t c: trong d n- p ng yu cu s lng v cht lng ca cc bng cu hi

- Tm ra c mc nh gi cc yu t khi i mua sm- Bit c mc hi lng ca khch hng i vi siu th coopmart- Bit c mc cm nhn ca cc yu t khi khch hng ti coopmartIII.4.2 Nhng mc khng t c trong d n-Mu nghin nghin cu tng i nh, tnh i din khng cao, khng bao qut c tng th.

- Chn mu theo cm nn cc p vin thng tp trung mt vi ni nht nh trn a bn ch khng phn b u khp trn a bn thnh ph.

- Kinh nghim nghin cu cha c, nn khi bt tay vo phn tch, nhm gp kh khn trong x l liu bng SPSS sao cho ph hp vi gi thuyt a ra.

Kt qu phn tch d liu vn cha p ng tt c yu cu v mong mun ca nhm.

Bng cu hi vn cha phn nh ht c nhng vn nghin cu, cha khai thc su cc yu t nh hng n hnh vi mua ca khch hng cng nh mc hi lng ca h.

V. Thit k nghin cuV.1 Phng php nghin cuV.2.2 Xy dng thang o v bng cu hiXy dng thang o

Thang oBin

nh danhNgh nghip, gii tnh, thi gian ti, a im mua, mc ch ti, ngun thng tin,ngun nh hng

Th tTui, thu nhp

KhongMc ng mc quan trng,,mc hi lng

M ha bng cu hi:STTNI DUNGPHNG NM HA

Tui556

Ngh nghiphc sinh-sinh vin1

nhn vin vn phng2

kinh doanh-bun bn3

cng nhn4

ni tr5

gio vin6

khc7

Ni sngqun Thanh Kh1

qun Ng Honh Sn2

qun Hi Chu3

qun Lin Chiu4

qun Sn Tr5

qun Cm L6

Gii tnhnam1

n2

Cu 1mc quan trngrt khng quan trng = 1

khng quan trng = 2

bnh thng = 3

kh quan trng = 4

rt quan trng = 5

gi c

cht lng hng ha

thi phc v

tit kim thi gian

s la chn a dng

khong cch i li

gii tr

chng trnh khuyn mi

Cu 2 tng i siu th cha tng1

cha tng2

Cu 3mua sm usiu th1

ch2

siu th v ch3

khc4

Cu 4mua sm siu th no0 = khng; 1 = c

Co.opMart

Big C

Metro

khc

Cu 5yu t quyt nhla chn mua smch = 1

siu th = 2

gi c

cht lng hng ha

thi phc v

tit kim thi gian

s la chn a dng

khong cch i li

gii tr

khuyn mi

khc

cu 6a im muach = 1

siu th = 2

c hai = 3

khc = 4

thc phm:rau qu

m phm,ha m phm

gia dng

qun o

in lnh

Cu 7ngun nh hng ti quyt nh a immua smkhng nh hng = 0

ch = 1

siu th = 2

v (chng)

con ci

bn b

ng nghip

ngun qc,truyn thng

cu 8 kinm ha ging cu 1

Khi mua sm ti siu th s th hin "phong cch sng" hn l i ch.

Trong tng lai siu th s thay th ch cho vic mua sm ca Anh(Ch) .

Siu th l ni dnh cho thu nhp cao.

cu 9 tng n coopmart cha tng = 1

cha tng = 0

cu 10cm nhn v coopmartm ha ging cu 1

khuyn mi

giao hng tn nh

cht lng hng ha

gia c

tnh tin

cu 11mc ch ti coopmartmua sm = 1

gii tr = 2

c hai = 3

cu 12mc ti coopmart4 ln/tun

cu 13ti coopmart vo thigian no?bui sng = 1

bui chiu = 2

bui ti = 3

cu 14thu nhp12 triu= 5

cu 15gia nh c my ngi?1 ngi =1

2 ngi = 2

3 ngi = 3

4 ngi = 4

5 ngi = 5

VI. Kt qu phn tch d liu: (C km file SPSS bo co nh km)

Cu 1: So snh c cu gia ch v siu th ca ngi dn nng

Dng phn tch m t ta c bng kt xut phn trm c cu t l gia ch v siu th

dia diem mua sam

FrequencyPercentValid PercentCumulative Percent

ValidSieu thi2010.210.210.2

cho115.65.615.8

sieu thi & cho15177.077.092.9

khac147.17.1100.0

Total196100.0100.0

T bng v biu cho thy,vi s 196 ngi c hi c ti 151 ngi chn siu th v ch l ni mua sm ch yu chim ti 77%, bn cnh s ngi ch chn ch mua sm ch chim c 5,6% v s ngi chn siu th l ni mua sm duy nht chim 10,2%,s cn li chn ni khc mua sm

Kim nh gi thit c 10% ngi tiu dng chn siu th l ni mua sm chnh

Ta tin hnh kim nh tham s t l mt tng th tm hiu t l ngi chn siu th l ni mua sm chnh. Vi mu ngu nhin n=182> 40 ta c:

H0= p= 0.1 S lng ngi chn siu th l ni mua sm chnh khng ln hn 10%

H1= p> 0.10 S lng ngi siu th l ni mua sm chnh ln hn 10%

W= 20/182= 0.102

Z= 0.09

Za= 1.645

Ta thy Z< Za => Chp nhn H0 bc b H1, tc l c khong 10% ngi tiu dng chn siu th lm ni mua sm chnh thc.

Kim nh gi thit c 75% ngi tiu dng chn siu va chn siu th va chn ch l ni mua sm chnh

Ta tin hnh kim nh tham s t l mt tng th tm hiu t l c cu ngi tiu dng ti Nng la chn a im mua sm. Vi mu ngu nhin n=182> 40 ta c:

H0= p= 0.75 T l S lng ngi va chn siu th va chn ch l ni mua sm khng ln hn 75%

H1= p> 0.75 T l S lng ngi va chn siu th va chn ch l ni mua sm ln hn 75%

W= 151/182= 0.77

Z=

Za= 1.645

Ta thy Z< Za => Chp nhn H0 bc b H1, tc l c khong 75% ngi tiu dng va chn siu th va chn ch lm ni mua sm.

Vy ta kt lun c 10% ngi tiu dng ti Nng chn siu th l ni mua sm chnh ca mnh, 75% chn c ch v siu th, 5,5% chn mi mnh ch, v cn li l mua sm ti nhng a im khc nh tim bch ha, shop, qun.

T nhng thng s trn c th nhn thy rng t l ngi dn nng ti siu th l rt cao, tuy nhin t l ngi trung thnh vi siu th l cn rt thp(10%)

Cu 2: Xem xt mc nh hng ca cc yu t ti vic mua sm ca ngi dn Nng

T bng s liu v s dng lnh DESCRIPTIVES (tnh im trung bnh) ta c bng kt xut nh sau:

Statistics

yeu to quyet dinh gia khi mua samyeu to quyet dinh chat luong hh khi mua samyeu to quyet dinh thai do pv khi mua samyeu to quyet dinh tiet kiem tg khi mua samyeu to quyet dinh su lua chon dd khi mua samyeu to quyet dinh khoang cach dl khi mua samyeu to quyet dinh giai tri khi mua samyeu to quyet dinh chuong trinh km khi mua sam

NValid196196196196196196196196

Missing00000000

Mean4.26534.64803.92863.63784.01023.43373.25513.8622

Percentiles254.00004.00003.00003.00003.00003.00003.00003.0000

504.00005.00004.00004.00004.00003.00003.00004.0000

755.00005.00004.00004.00005.00004.00004.00005.0000

1.00 - 1.80Rt khng quan trng

1.81 - 2.60 quan trng

2.61 - 3.40trung bnh

3.41 - 4.20Quan trng

4.21 - 5.00Rt quan trng

Yu tMc nh hngKhong

Gi c4.25634.21 - 5.00Rt quan trngRt quan trng

Cht luong hng ha4.6484.21-5Rt quan trngRt quan trng

Thai phc v3.92863.41-4.2Rt quan trngquan trng

Tit lim thi gian3.63783.41-4.2Rt quan trngquan trng

S la chon a dng4.0123.41-4.2Rt quan trngquan trng

Khong cch i li3.443373.41-4.2Rt quan trngquan trng

Gii tr3.443373.41-4.2Rt quan trngquan trng

Khuyn mi4.5634.21 - 5.00Rt quan trngRt quan trng

yeu to quyet dinh gia khi mua sam


Validrat khong quan trong1.5.5.5

khong quan trong52.62.63.1

binh thuong2814.314.317.3

quan trong6935.235.252.6

rat quan trong9347.447.4100.0

Total196100.0100.0

Qua qu trnh iu tra kho st nhm nhn thy rng i vi yu t gi c ngi tiu dng hu nh u chn rt quan trng vi 93/196 ngi chn, chim 47.4%.ng th hai l yu t quan trng vi 69/196 bn chn. Theo kin ch quan ca nhm nhn thy rng yu t gi nh hng rt quan trng ti hnh vi mua sm. khng nh iu ny nhm tin hnh kim nh:

Kim nh

Gi:

H0= u>= u0=4.2 Yu t gi nh hng quan trng ti hnh vi la chn a dim mua sm ca ngi tiu dng Nng

H1 u< u0=4.2 Yu t gi nh hng khng quan trng ti hnh vi la chn a dim mua sm ca ngi tiu dng Nng

Mc ngha =0.05

Phuong php kim nh :

W= =0.98525< W1-=1,645

Ta cha c c s chp nhn H0,cng nh k th bc b H1 tc l yu t gi c khng nh hng rtquan trng ti hnh vi mua sm. Theo nhm chng ti trong mu iu tra l l 196 bn th gi nh hng rt quan trng tuy nhin xt trn tng th iu ny tr nn khng chnh xc. iu ny c th c gii thch rang yu t gi khng phi l yu t quan tm hng u khi mua sm, Do cng ngy mc sng trung bnh ca ngi dn Nng ngy cng tang nn gi c c th c xem nh hn. Hoc cc yu t khc quan trng hn yu t gi c.

Kim nh tng t cho cc yu t cn li ta c c bng sau:

Yu t Mc nh hng

Gi c # rt quan trng

Cht lng hng ha Rt quan trng

Thi phc v Quan trng

Tit kim thi gian Quan trng

La chn a dng Quan trng

Khong cch i li Bnh thng

Gii tr # quan trng

Chng trnh khuyn mi Quan trng

Kim nh gi thit:

Cc nhn t c tm nh hng ging nhau trn tng th

Dng kim nh nhiu hn hai mu ph thuc:

H0 Khng c s nh hng khc nhau gia cc nhn t trn tng th

H1 C s nh hng khc nhau gia cc nhn t trn tng th

Ta c bng kt xut sau:

Ranks

Mean Rank

yeu to quyet dinh gia khi mua sam5.43

yeu to quyet dinh chat luong hh khi mua sam6.39

yeu to quyet dinh thai do pv khi mua sam4.58

yeu to quyet dinh tiet kiem tg khi mua sam3.82

yeu to quyet dinh su lua chon dd khi mua sam4.81

yeu to quyet dinh khoang cach dl khi mua sam3.41

yeu to quyet dinh giai tri khi mua sam3.03

yeu to quyet dinh chuong trinh km khi mua sam4.53

Test Statisticsa

N196

Chi-Square345.933

df7

Asymp. Sig..000

a. Friedman Test

Vi Chi bnh phng = 345.933 v p-value = 0.000 =2.6

H1 u W1-=1,645

Nn ta chp nhn H0 bc b H1 . Tc l khi i siu th khng th hin phong cch sng

y kien ve su thay the


Validrat khong dong y147.17.17.1

khong dong y5729.129.136.2

khong y kien5628.628.664.8

dong y5829.629.694.4

rat dong y115.65.6100.0

Total196100.0100.0

y kien ve thu nhap cao


Validrat khong dong y2512.812.812.8

khong dong y6834.734.747.4

khong y kien5628.628.676.0

dong y4020.420.496.4

rat dong y73.63.6100.0

Total196100.0100.0

Kim nh tng t vi hai kin cn li nhm c kt qu nh sau:

+(2)trong tng li siu th s thay th ch cho vic mua sm ca bn kim nh a ra trung bnh tc kh nng siu th thay th cho ch l cha chc chn.

+ )Siu th l ni dnh cho thu nhp cao kin ny cha khng nh c l c nm trong khong trung bnh hay khng.

NHN XT:

Trn thc t vic i ch th hin khng th hin phong cch sng, chng t siu th trong mt ngi tiu dung nng khng phi l ni xa x. iu ny ph hp vi mc tiu ca cc siu th l ni bnh dn.

Tuy nhin hnh nh siu th khng phi l ni dnh cho thu nhp cao v khng th hin phong cch sng. iu ny chng t nguwoif tiu dung c thu nhp trung bnh v thp vn c kh nng mua sm ti siu th, tuy nhin kin Siu th l ni dnh cho thu nhp cao nhm cha a ra c kt lun cui cng. Nu mun c kt qu th nhm cn nghin cu them.

Cu 7:T l tn sut ti Coopmart bao nhiu ln/ tun

muc do toi coopmart


Valid< 2 lan/tuan12568.768.768.7

2-4 lan/tuan4725.825.894.5

> 4 lan105.55.5100.0

Total182100.0100.0

T bng s liu v biu ta thy,trong s 182 ngi tr li c 125 ngi c tn s i ti coopmart di 2 ln mt tun, chim ti 68,7%(cao nht),v s ngi ti siu th khong t 2-4 ln mt tun chim 25,8% v mc trn 4 ln ch chim 5,5%.

Kim nh gi thit c 68% ngi n Coopmart vi tn sut 40 ta c:

H0= p= 0.65 S lng ngi ti coopmart vi tn sut < 2 ln/tun khng ln hn 68%

H1= p> 0.65 S lng ngi ti coopmart vi tn sut < 2 ln/tun ln hn 68%

W= 125/182= 0.6868

Z=

Za= 1.645

Ta thy Z< Za => Chp nhn H0 bc b H1, tc l trong tng s nhng ngi mua sm ti Cpmart c khong 65% ngi ti Coopmart vi tn sut < 2 ln/tun.

Tng t kim nh cho thy ch c khong 5% ngi mua sm ti Coopmart >4 ln/tun

Cu 8: cm nhn v coopmart

Vi tng th mu iu tra l 196 bn c 182 bn ngi tiu dng tng ti siu th Coopmart ta c bng kt xut sau

Statistics

cam nhan ve coopmart - khuyen maicam nhan ve coopmart- giao hang tan nhacam nhan ve coopmart-chat luong hhcam nhan ve coopmart- gia cacam nhan ve coopmart- tinh tien

NValid182182182182182

Missing00000

Mean3.24733.50003.60993.14843.4835

Mode3.003.003.003.003.00

Percentiles253.00003.00003.00003.00003.0000

503.00003.00004.00003.00003.0000

754.00004.00004.00004.00004.0000

cam nhan ve coopmart - khuyen mai


Validrat khong hai long31.61.61.6

khong hai long158.28.29.9

binh thuong10557.757.767.6

hai long5228.628.696.2

rat hai long73.83.8100.0

Total182100.0100.0

cam nhan ve coopmart- giao hang tan nha


Validkhong hai long116.06.06.0


hai long5831.931.987.9

rat hai long2212.112.1100.0

Total182100.0100.0

cam nhan ve coopmart-chat luong hh





hai long7340.140.187.9

rat hai long2212.112.1100.0

Total182100.0100.0

Qua iu tra v t bng kt xut trn nhm chng em nhn thy rng s lng ngi hi lng vi cht lng hng ha ti Coopmart chim t l kh cao 73/182 mu hi lng vi chat lng hng ha chim 40.1% , th hai l bnh thng chim 45.1% , hi lng 40.1%. Vy nn nhm nhn nh khch hng hi lng vi cht lng hng ha ca coopmart.

Kim nh v s hi lng ca khch hng v Cht lng hng ha ti Coopmart.

H0= u>= u0=3,41 Khch hng hi lng vi cht lng hng ha Coopmart

H1 u< u0=3,41 Khch hng khng hi lng vi cht lng hng ha Coopmart

Mc ngha =0.05

Phuong php kim nh :

W= =3,5396> W1-=1,645

Ta chp nhn H0, bc b H1 tc l khch hng hi lng vi yu t cht lng hng ha ca siu th coopmart.

cam nhan ve coopmart- gia ca




binh thuong10256.056.072.0

hai long4323.623.695.6

rat hai long84.44.4100.0

Total182100.0100.0

cam nhan ve coopmart- tinh tien





hai long6133.533.587.9

rat hai long2212.112.1100.0

Total182100.0100.0

T bng kt xut v kim nh tng t i vi cc nhn t cn li ta c bng sau:

Yu tS hi lng

Khuyn miBnh thng

Giao hng tn nh(1,686)Hi lng

Cht luong(10.9)Hi lng

Gi cBnh thng

Tnh tinBnh thng

Qua iu tra v phn tch trn 182 bn mu nhm thy rng cc yu t l khng c khch hng cm nhn ging nhau, v vy nhm tim hnh kim nh v phn tch trn tng th v c kt qu nh sau:

Ranks

Mean Rank

cam nhan ve coopmart - khuyen mai2.71

cam nhan ve coopmart- giao hang tan nha3.19

cam nhan ve coopmart-chat luong hh3.43

cam nhan ve coopmart- gia ca2.52

cam nhan ve coopmart- tinh tien3.16

Test Statisticsa

N182

Chi-Square65.217

df4

Asymp. Sig..000

a. Friedman Test

Kim nh:

H0= Mc hi lng gia cc yu t l ging nhau

H1= Mc hi lng gia cc yu t l khng ging nhau

Vi Chi bnh phng = 65.217 v p-value = 0.000 40

H0: p= 0.7 ( s lng ngi ti coopmart vo thi gian bui ti chim 70% trong tng s ngi ti coopmart)

H1: p# 0.7 (s lng ngi ti coopmart vo thi gian bui ti chim 70% trong tng s ngi ti coopmart)

Ta c:

W= 130/182= 0.71

Z=

Za= 1.645

Ta thy Z< Za => Chp nhn H0 bc b H1, tc l s lng ngi ti coopmart vo thi gian bui ti chim 70% trong tng s ngi ti coopmart.

Cu 10: Kim nh s khc nhau gia gii tnh v tn sut ti Co.opmart

Theo nh gi thit m nhm da ra t trc cho rng gii tnh nh hng ti tn sut i siu th Coopmart

Group Statistics

gioi tinh dap vienNMeanStd. DeviationStd. Error Mean

muc do toi coopmartnam591.4576.65184.08486

nu1231.3252.55065.04965

Independent Samples Test

Levene's Test for Equality of Variancest-test for Equality of Means

FSig.tdfSig. (2-tailed)Mean DifferenceStd. Error Difference95% Confidence Interval of the Difference

LowerUpper

muc do toi coopmartEqual variances assumed5.443.0211.429180.155.13242.09267-.05043.31528

Equal variances not assumed1.34798.989.181.13242.09832-.06266.32751

Trong tng s 182 ngi tr li tng n coopmart th c 59 p vin l nam cn li l n. ta dng kim nh tham s trung bnh hai mu. Hai bin l

+ bin c lp: Gii tnh

+bin ph thuc: tn sut ti siu th

Kim nh: H0= Tn sut ti siu th Coopmart l ging nhau gia nam v n

H1= Tn sut ti siu th Coopmart l khc nhau gia nam v n

T bng trn ta thy Sig.= 0.21>0.05 nn ta dung kt qu dong th 2. Ta thy t= 1.347 v p-value =0.181>0.05 ta cha c c s bc b H0 v cha th chp nhn H1. Vy nhn nh ca nhm v vic c s khc nhau gia nam v n trong vic ti siu th coopmart l khng ng. iu ny c th c gii thch theo mt s nguyn nhn sau:

Ngy nay vic ni tr hay ch khng cn l do ngi ph n m nhn hon ton na, thay vo , do cng vic v s pht trin xa hi vic i mua sm c s tham gia ca ngi n ng

Vic ti siu th khng ch l mua sm thc phm n thun m cn l gii tr hay mua cc dng thit b nh in lnh, trong nhng quyt nh mua sm ny s nh hng ca ngi n ng l rt ln.

Hin nay tui ci hi ang ngy cng tang cao v vy t l nam thanh nin c thn l cao. Mt khc n ng thng khng thch mc c v tr gi nn vic la chn siu th hoc cc shop(ni m khng c vic tr gi)

KT LUN: Siu th cn nhn thy rng khch hng mc tiu ca mnh khng phi ch l n gii m l c nam gii na.

Cu 11: Kim nh mi quan h gia thu nhp v tn sut ti coopmart

ANOVAb

ModelSum of SquaresdfMean SquareFSig.

1Regression7.69217.6927.941.005a

Residual175.324181.969

Total183.016182

a. Predictors: (Constant), muc do toi coopmart

b. Dependent Variable: thu nhap dap vien

V F= 7.941 v p-value =0.005 nn chng ta c th khng nh tn ti mi quan h gia hai bin mc i siu th v thu nhp trn tng th.

Model Summaryb

ModelRR SquareAdjusted R SquareStd. Error of the Estimate

1.205a.042.037.98420

R2= 0.042 c ngha l bin s thu nhp s gii thch 4,2% mc ti Coopmart/tun ca ngi dn

V R2= 0.042 < 0.3 nn hai bin trn c mi quan h rt yu.

Coefficientsa

ModelUnstandardized CoefficientsStandardized CoefficientstSig.

BStd. ErrorBeta

1(Constant)1.667.1858.997.000

muc do toi coopmart.350.124.2052.818.005

Ta c t1 =2.818 v p-value =0.005

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