ien cull hanh vi ngiTofi mua sim hang tieu dung thiet yeu va khuyen nghj doi v6i cac doanh nghiep ban le of khu Vl/C nong thon Dong bang song Hong LA TIEN DUMG" Tom tat De nghiin cffu hdnhyi ngUdi mua sdm hdng tieu diing thii't ye'u (HTDTY) d khu vuc nong thon Dong bdng sdng Hong (DBSH), tde gid da sff dung cdc dff lieu thff ed'p cua Tdng cue Thdng ki, cdc bdo cdo nghiin cffu thi trUdng cua Cong ty Nielsen Ngodi ra, tac gid cung tien hdnh dieu tra 372 ngUdi mua sam HTDTY d khu vuc nong than vung DBSH (dugc chgn mdu thudn liin tinh: Hd Ndi, Na.m Dinh, Hd Nam, Hung Yin, VTnh Phiic, Bac Ninh vd Hdi Duang) dixdc dinh cdc ddc diim vi hdnh vi cda ngUdi mua sam HTDTY d khu vifc nong thdn DBSH Tit do, bdi vie't di xudt nhffng khuye'n nghi phix hgp ddi vdi cdc doanh nghiip hdn le nhdm ddp ffng tdt nhdt nhu cdu cua ngudi mua sam TU khoa; ngudi mua sam, HTDTY, Dong bang sdng Hong Summary To study customer's behavior of purchasing essential goods in rural areas of the Red River Delta, the author collects secondary data from the General Statistics Office and Nielsen's market research reports In addition, the author conducts a survey of 372 customers purchasing essential goods in rural areas of the Red River Delta (by convenience sampling in provinces: Hanoi, Nam Dinh, Ha Nam, Hung Yen, Vinh Phuc, Bac Ninh and Hai Duong) to identify their behavioral characteristics From the finding, the article proposes proper solutions for retail businesses to best meet the needs of buyers Keywords: buyer, essential goods Red River Delta Giai THIEU Khi^nen kinh te' tie'p tuc tang trffdng va tnen vpng cua thi trffdng HTDTY cho tha'y nhflng da'u hieu kha quan, thi Slf quan tam cua cae doanh nghidp bin le trong, ngoai nffdc danh cho thj tiofdng nong thdn Viet Nam (chid'm 67% dan so') cang tang (Nielsen, 2017) Trong d6,_vflng DBSH vdi mat dd dan sd cao nhatea nfldc thffc sff dfldc coi ia thi trffdng HTDTY ha'p dSn Tuy nhien, ngffdi mua sam ndng thdn ndi day cd nhffng net khac biet so vdi ngffdi mua sam thi vd dac diem nhan khau hpc, trinh dp phat tridn kinh te - xa hpi, loi sd'ng Bdi vay, doanh nghiep ban le mud'n tham nhap thi Erffdng ndng thdn DBSH khdng the ap dung hoan toan md hinh da cdng d phd, ma can nghien cflu hanh vi ngffdi mua sam dia phffdng de Ihie't ke'phffdng an kinh doanh phu hdp vdi khu vffc ndng thdn Xua't phat tff thffc te' nay, vide nghien cffu hanh vi ngffdi mua sam HTDTY d khu vffc DBSH la ra't can thie't dd'i vdi cac doanh nghiep ban le hoach dinh phat trien nham dap ffng nhu cau cua khach hang CO sd LY THUYET VA PH^aNG PHAP NGHIEN CLTU Cosdly thuyet Luat Gia (nam 2012) djnh nghia: "Hang hda, dich vu thie't ye'u la nhflng hang hoa, dich vu khdng the thie'u cho san xua't, ddi sd'ng, qud'c phdng, an ninh, bao gdm: nguyen Heu, nhien lidu, vat Ueu, dich vu cbinh phuc vu san xua't, Iflu thdng; san pham dap flng nhu eau ed ban cua ngffdi va qudc phdng, an ninh" Khai niem "Hang hda dich vu thie't ye'u" bao ham 'ThS , Trifdng Dai hoc Thifdng mai Ngay nhan bdi • 20/04/2020; Ngdy phdn bien: 27/04/2020; Ngdy duyet ddng • 7/04/2020 211 Ngffdi mua sam d ndng thdn DBSH thich mua bao bi ldn mdt sd HTDTY de td'i da hda gia tri: Bdt giat (>1001 g), nffdc njfa bat (>IOOi ml), kem danh rang (>201 mi), hat nem (>501 g,ff-ongkhi ngffdi mua sam dianh thi khdng thieh bao bi ldn mat hang nay) Ngffdi mua sam thi thich mua bao bi ldn d^u gdi dau (>501 ml) hdn so vdi ngffdi mua sam d khu vffc ndng thdn Ngffdi mua sam ndng thdn eung ffu tidn cac thffdng hidu cua Viet Nam hdn la cua C i i a h a n g i j p C i r j b a n g S i e u i h i i o n j Sieu I h j ' C i r a r m n c t a m I n i e r n c l & o i li