2 ^ ) ; 'J ^ lUghiStt cm eae nhan toanhMdngd^nhanb Tir CHOI SAN PHAM CANH TRANH CUA NGI/dl TIEU DUNG VIET NAM DOI Vdl SAN PHAM NUdc UONG DONG CHAI ThS Ho Chi Dung X dy dung vd phdt tridn thUdng hieu Id v i n dd sdng cdn ddi vdi cle doanh nghigp Viet Nam B i n c h i t cCia xdy dung thUdng higu Id tao ngn Idng trung t h i n h cua sd ddng khach hdng Nhidu nghien eUu trudc ddy da chi nhdng bieu hien cua Idng trung thdnh vdi thuong higu eCia ngudi tigu dung nhd: ed thai thien d m vdi thuong higu; t d chdi mua vd/hoac sd dyng thuong hieu/sin pham canh tranh; chap nhdn mua thuong hieu vdi gid cao hon; Trong bdi viet ndy, tdc gid phdn tich, xdc ^ n h cdc nhdn td vd nghien cdu mdc dnh hfldng eCia thuong hieu den hanh vi tUchdi sdn pham canh tranh eCia ngucfi tieu dung Viet Nam ddi vcfi sdn pham nUOc udng ddng chai Ddy Id sin p h i m dang cd mdc tdng trddng nhanh ehdng tai Viet Nam.Td dua d c ggi y de cde doanh nghiep kinh doanh nUdc uong ddng chai hoaeh dinh d c chien luge vd chfnh sich marketing n h i m tri vd phat trien nhdm khach hdng trung thdnh Cd sd \f thuyet Cdc nghidn cUu trUde ddy (Punniyamoorthy vd Raj, 2007; Gounaris vd Stathakopoulos; 2004) da chi mgt sd nhdn t d chu yeu cd dnh hudng ddn hanh vi t d chdi sdn pham canh tranh cUa ngUdi tieu dung nhU: (1) MUc dd gdn kit cua ngifi^ tiiu dung: Gan kdt thUdng hidu dugc hieu Id sU quan tdm cOa ngUdi tieu diJng den mgt thugng 32 s i ^ iJ lE N hieu vd tao ddng co thue d i y ngudi tieu ddng vige quyet djnh phu hgp mdt tinh hudng ey thd Didu d d cd nghia I I ddi vdi tdng chung loai s i n p h i m , ngudi tigu diJng ed xu hudng g i n kdt vdi thuong hieu ndy thay vl thUdng higu khdc; (2) Gid trj cdm nhdn cda khdch hdng: Gid trj d m nhan eOa khdch hang bao gdm: g i i trj chdc nang, gid tri xd hdi vd gia trj edm xuc Trong dd, gid trj ehUe nang la tien ich ed duge t d chat lugng cOa sdn pham va su thue hien cdc chdc ndng dugc ky vgng cua sdn pham Gid trj xa hgi Id tien ich cd dugc t d su lign tudng sdn pham vdi mgt hodc mgt sd nhdm xd hgi n h i t dinh Gid trj edm xuc Id tign ich cd duge t d khd nang eCia sdn p h i m lam khoi day trang thdi e l m xuc eCia khdeh hdng (3) SUhdildng cua khdch hdng:Day Id trang thdi khdch hdng dat duge dde tinh cua sdn p h i m hodc ehinh b i n thdn sdn pham d i p dng ddgc ede ky vgng ciJa khach hdng; (4) Niim tin vdo thUdng hiiu: Ld vige khdch hdng thdng thudng san Idng "tin cdy" vdo khd ndng t h u o n g hieu d d sg thflc hien duge chUe ndng dd cam ket vdi khach hang Dd hinh thdnh nen sU"tin cdy" nay, khdch hdng dya vdo kinh nghiem qud khd cCia hg vd ede tUOng tdc trUdc ddy gida hg vdi t h u o n g hieu; (5) Cam kit vdi thUc/ng hiiu cda khdch hdng: Cam ket thUdng higu duge xem Id ed lien quan ddn 04/S013 thdi dp vd dugc djnh nghia la °lcn' hda hodc su rang bupc cCia mdt ea n h i n vdi vlee lua chgn thuong hieu pham vi m d t loai s i n phim" Nghien cdu ndy sd dyng d c nhdn t d tren ket hgp vdi ydu td gid cd dd x l e djnh mdc d d I n h hudng cua chung den hdnh vi t d e h d i sdn pham canh tranh Phdcmg phap nghien cihi, ket q u i va khuydn nghi Nudc udng ddng chai Id sin pham phd bidn duge nhieu ngfldi ddn sdng d thdnh phd sddyng.Theo dieu tra cua AC Nielsen Vidt Nam, ndm 2012 lUOng tieu thy nUde udng ddng chai tai thdnh phd Idn chiem 60% tdng dung lugng thj trddng VI the ddi tugng khdo sdt cua cudc nghien eUu la nhdng ngUdi sdng tai hai phd Hd Ndi vd Thdnh phd Ho Chi Minh dd tdng mua sin pham nude udng ddng ehai hoac cd dnh hudng quyet djnh ddn viee mua s i n p h i m Do tudl cQa ddi tugng khdo s i t thude cdc nhdm: t d 18-22; - ; - ; - ; va tren 50 Hg boat ddng cle ITnh vflc nghe nghiep: hdnh chinh su nghiep; doanh nghiep vda vd nhd; doanh nghigp Idn; nghe t u d o ; sinh vign; vd nghe khdc Sd lugng phidu khdo sat hgp le dua vdo phdn tich Id 758 Viec k h i o sdt va p h i n tich d d lieu dieu tra duge dUa trgn thang eda cde hgc gid Punniyamoorthy vd Raj (2007); vd Rundle-Thiele (2005), cu thd: KINH T ^ - X A HOI ^f|^ Kiim dmh dp phu hap cda md hinh Bdng eho thay gid tri F = 20,576; gid tri sig = 0,000 tUe la mdi quan he gida cdc nhdn td "mdc dp gan ket" "gid trj chdc ndng", "gid tri xa hdi", "su tuong xUng ve gid cd","sd hdi Idng","niem tin vao thdong higu", vd"eam kdt vdi thuong higu" cCia ngfldi tieu diJng vdi hdnh vi hg "tdehdi sdn p h i m canh tranh" d i m b l o d d tin c i y vdi mUc eho phep la 5% Nhu vdy, ed thd ket ludn cde bien dgc lap cd t i c ddng den "hdnh vi tUehdi sdn phdm cgnh tranh" cua khdch hdng Thdhai, sd hai Idng ed I n h hudng r i t Idn den viee khdch hdng t d chdi sdn pham eanh tranh VI viy, d n tidn hdnh dieu tra ddnh gid djnh ky ve sU hai Idng cCia khach hang de kip thdi dua edc bien phdp phu hgp Bing 1: Phin tich phdtfng sai ANOVA' - tit chdi sin phim canh tranh Md hinh Tdng bmh phuang df Trung binh F Sig Hoi quy 132.089 18.870 20.576 000' 497.529 620 Ph^n da 802 T6ng 629.618 627 He sd phdng dai phuong sai (VIF) cua cdc bien dgc ldp md hinh d i u > (bdng 2) thd hign tfnh da cdng tuyen cua cdc bidn dgc ldp khdng d i n g k^ vd edc bidn md hinh dugc c h i p nhdn Bing 2: He sd cila mo hinh hdi quy m i u - tCr chdi sin phim canh tranh H^ s6 chua H^s6da Thdng ke cdng chuSn hda chucin hda tuyen t Sig Saisd Bo chap B Beta VIF chuan nhan 024 (H3ngs6) 1.683 095 036 Mflc d6 gSn ket 043 043 2.271 023 042 707 1.415 Gia tn xa h6i 066 066 2.534 ,012 041 775 1.290 Gi^ tn chflc 197 043 197 6.633 000 1.445 692 nang Thdba, doanh nghiep can ddm bdo gid trj chdc ndng md sdn p h i m cung d p eho ngudi tigu dung Nhdng gid trj chdc ndng ddi vdi sdn p h i m nddc udng ddng chai cd the bao gdm: kieu dang thiet ke d?p, b i t m i t ; cdng cCia v6 chai tao cdm gidc chic c h i n d m ; kieu dang chai Idm cho ngudi sd dyng de d m vd mang theo sd dyng; nudc udng khong gay cdm gidc khd chiu ve vj giac vd ddm bdo an todn ve sinh thyc pham Thd tu, sy "tuang xdng vi gid cd" cd mdc anh hUdng kha cao den Idng trung thuong hieu cua khdch hang Viet Nam ddi vdi s i n pham nude udng dong ehai NhU vay, mde gia ban phu hgp Id dieu eae doanh nghiep can luu tdm tdi Do nudc udng ddng chai Id loai sdn pham tieu diJng hdng ngdy nen mdc gid bdn can tao dieu kien de khdch hdng muc tieu cd the tieu dung chung thudng xuyen./ Suh^i ldng Cam k^t vdri thuong hieu Sfl tuong xflng v4g\i Ni^m tin vao thuong hiiu 214 041 216 8.838 000 726 1.377 227 039 226 9.038 000 ,839 1.192 141 037 143 5.228 000 893 1.120 218 038 218 8.404 000 894 1.119 Kit qud mdc dnh hUdng cua tCmg nhdn td Dya vdo kdt q u i bang 2, t a c d phuong trinh hdi quy nhd sau: _^ , ^ , , V 0,043 mdc g i n ket+ 0,066 gid trj xa hgi-I-0,197 , gid trj chdc nang + 0,214 sU hai long-i-0,227 cam ket vdi thUdng hieu + 0,141 su tuong xdng ve gid cd + 0,218 niem tin vdo thdOng higu Ket qud thu ddgc cho t h i y , hdnh vi t d chdi s i n pham eanh tranh chju dnh hudng nhieu nhat theo t h d tU t d eao ddn t h i p : nhan td cam ket vdi thuong higu; tiep den la cac nhdn td niem tin vdo thdOng higu; sU hdi Idng; nhdn td gia trj chdc ndng; nhan t d sU tUOng xUng ve gid cd; nhdn td gia trj xa hgi vd cudi eiJng la nhdn t o mde g i n ket Thd nhdt, ket qud nghien cdu cho t h i y "cam kit vdi thuang hieu" vd "niem tin vdo thuang hiiu" cd tdc ddng rat Idn den long trung cua ngudi tieu dung Vigt Nam ddi vdi san pham nddc udng ddng chai Dieu ggi y cho cde doanh nghigp kinh doanh sdn pham nddc udng d6ng chai tai Viet Nam can chu gdy dung va tri niem tin eua khach hdng vdi thdOng hieu sdn pham cCia minh De l i m duoc viee do, cdc doanh nghigp cd the dua vdo cdc chien djch truyen thdng Idm tdng sd hieu biet cCia khach hdng ve nhdng gid tri ma thddng hieu cua doanh nghiep mang den cho hg ; ,(^ n s- '^"/ 04/2013 S l ^ ^ t ^ 33 t?*tf; ^ ... den long trung cua ngudi tieu dung Vigt Nam ddi vdi san pham nddc udng ddng chai Dieu ggi y cho cde doanh nghigp kinh doanh sdn pham nddc udng d6ng chai tai Viet Nam can chu gdy dung va tri niem... tranh" cua khdch hdng Thdhai, sd hai Idng ed I n h hudng r i t Idn den viee khdch hdng t d chdi sdn pham eanh tranh VI viy, d n tidn hdnh dieu tra ddnh gid djnh ky ve sU hai Idng cCia khach hang... vdi hdnh vi hg "tdehdi sdn p h i m canh tranh" d i m b l o d d tin c i y vdi mUc eho phep la 5% Nhu vdy, ed thd ket ludn cde bien dgc lap cd t i c ddng den "hdnh vi tUehdi sdn phdm cgnh tranh"