Nguygn Thi Minh Nggc, Trinb Thi Phugng Su thay ddi thai quen tieu dimg vd ©2020 Vi|n Nghien ciiu An Do vS Tay Nam A Tgp chi Nghien ci>u An Qi> va Chau A So 1(8G), thang 1-2020 http://viisas.vass,gov.vn ISSN' 0866-7314 Sy thay doi thoi quen tieu dung va van de khuyen khich nguoi Viet Nam dung hang Viet Nam (Nghien ciru tren dia ban Ha Ngi)' Nguyen Thi Minh Nggc*, Trinh Thi Phirffng"" ', " Vien Xa hgi hpc Ngdy nhdn bdi: 8/11/2019, ngdy gui phdn bien: 02/12/2019, ngdy duyet ddng: 30/12/2019 / "\OT" sdng kinh te, xa hoi thay doi, ddn den nhieu thdi quen cua ngu&i ddn cung thay doi, 1—y CO thdi quen lieu diing Sau hem 30 nam doi m&i chdt luong cuoc song nguoi ddn duoc ndng cao ro ret vd nhu cdu liiu diing cua ngudi Hd Noi cUng da cd nhiiu thay doi Boi cdnh hoi nhdp qudc ti tgo dieu kien md rdng thi tru&ng Viet Nam Hdng hda phong phu, da dgng ldm gia tang ca hoi lua ehpn cho nguoi tieu diing Bdi viet mong muon di sdu phdn tieh nhirng thay doi thoi quen tieu dung ciia ngudi ddn Hd Noi Qua do, khuyen khich ngu&i Viel Nam iru tien diing hdng Viet Nam di tgo diiu kiin cho suphdt triin ciia hi thong doanh nghiep Viet Tu khoa: Hanh vi tigu dung, thdi quen tigu dung, ngudi Viet Nam uu tign dung hang Viet Nam Mo* dau Thdi quen tigu diing la bigu hien eu thg quan diem tieu dung thdng qua eic hanh vi tieu dung Tir quan digm tigu diing mi ngudi tieu diing xiy dung mot khuon mau hanh vi tieu diing cho minh Hon 30 nam ddi mdi, quan digm tieu diing eiia ngudi Hi Ndi cd nhieu thay ddi phii hgp vdi tign trinh phit trien kinh te - xa hgi eiia dat nude Sir thay ddi quan digm tieu diing dugc thg hien trgn nhigu chieu canh khic Ngu trudc kia, ngudi tigu dimg it lua ehpn thuang hieu thi ngiy nay, hp co quyen lira ehpn thuang hieu theo eic tieu chi rigng Ngudi tieu dimg tre va tang lap trung luu gia tang; day la nhdm cd su thay ddi manh me quan digm tigu dimg theo chieu hudng quan tam dgn mau ma, hinh thiic va tinh hien dai ciia san pham Khao sat tai Ha Npi eho thay, so vdi thdi diem tir 1986 den trude 2000, quan digm "an chac mac bgn" khdng la tieu ehi quan trgng ddi vdi ngudi tieu dimg Hi Ndi hien ' B^i vigt 1^ san pham cua de tai 'Van hoa tieu diing ciia ngudi Viet Nam tipng boi canh t o ^ cau h6a v^ hpi nhap qu6c ii" thupc chucmg Uinh Khoa hpc va cong nghe diim quoc gia giai doan 2016-2020: "Nghien ciru nhihig vin ik upng ygu vg khoa hoc xS hpi va nhan vSn phuc vu phat trien kinh tg - xS hpi" Mas6: KX 01/16-20 * ngocnminh@gmaiI.eom j Nghign cuu An Dp va Chau A So - 2020, tr.54-62 ( 54 Nguyen Thj Minh Ngpc, Trinh Thi Phugng Su thay ddi thoi quen lieu dimg vd I Su- thay doi thoi quen va hanh vi tieu diing cua ngu'M dan Ha Noi (1986 - nay) Quan diem "an no mae am" da thay ddi quan diem "an ngon mac dep" Kinh te phat triln, ddng thdi, bdi cinh toan cau hda va bdi nhap kinh te quoe tg khign cho tbi tnrtmg Viet Nam duoc md rdng, nhd do, hang hda trgn thi tnrdng cing phong phii, da dang Nguon cung da dang li mgt nhan td quan trpng thay ddi quan diem tigu diing Ben canh do, quy mo gia dinh thu nhd lai, thdi quen tieu diing ciia ngudi dan cung cd nbieu thay ddi Cac hp gia dinh khdng can tieh trir nhu trudc nua ma ehi mua sam dap ung du nhu eau tigu diing hien tai, nhu Idi chia sg sau diy: "Tdi iru&c hay tich trie moi thir, thoi quen thdi bao cdp Hiin thi mua dii dung thdi Hdng hda cdn gi la ed, md mua nhieu di chat nhd" (nir, 54 tudi, nghi huu) Bigu 1.1 thg hien ro su thay ddi quan diem tieu dimg bien cua ngudi Ha Npi Bieu 1.1 Quan diem tieu dung cua ngwdi Ha Noi hien so vffi thdi diem 1986 den tru-dc 2000 (Don vi linh %) I 78 &11 H Mi m RjtJiJngv I' H i e n an chic 35,3 -m "^ " M • Dong y m t j t plian _L."-" Kl>oiiscloiig y mac b e n khong c o n la gia tn u u tien Khong kho de dam bao 'in no mac am, song can an ngon mac dep • Nguon cung h.'ing boa cangda dang iiim tang nhu ciiu tieu dung Nguiin: Khao sat ctia clS tai "Van hoa tieu dirng ctia ngucri Viet Nara b6i canh toan cju hoa va hoi nhap qu6c 14", Vien Xa hoi hoc, 2018 Co su Ichac biet giira nam va nii quan ttidm tieu dirng hien tai so voi thai dijra tir 1986 den trutjc 2000 Nu co ti le tan d6ng voi viec tieu diing Ichong quan tara toi iin chiic mac ben nhtr truoc cao hon nam (65,7% so voi 54,8% s6 nguoi rSt d6ng y voi nhan dinh nay; xem Bieu 1.2) Diiy la co hoi Ion phat trita nganh thoi trang cho phu nir Thuc tS cho thiy, hien nay, raua sam trang phuc, na gioi quan tam toi kiSu dang, mau s k , muc dp phii hop vai hinh the ban than hon la ben san pham Thong thuong, phu nir so hiin nhiSu bo trang phuc ciing rao thtri diem Do vay, tan suat st, dung mp lai cua trang phuc khong cao, bSn trang phuc cung vi the khong la yen to quan trong sir" lua chon Trong diju kien Ha Noi hien nay, ti le nguoi diin song mue khong dn an khong nhiSu Vi thS, lo toan raiSng cora manh ao theo nghia lara khong b, dot rach khong la m6i quan tam cOa cac ho gia dinh Thay vao do, ho dn duoc an ngon mac dep va nhu cau an ngon mac dep cua nO gioi nhom khao sat cao hon nam gioi Su da dang hang hoa tren th, truong kich thich nhu cSu mua sjm cila nit gioi cao hon nam gioi Nghien ciiu An Do va Chau A S6 I '^ 2020, tr.54-62 Nguygn Thi Minh Nggc, Tnnh Thi Phugng Su thay ddi thdi quen lieu diing vd Bieu 1.2 Quan diem tieu dung cua ngu-tri Ha Npi hien so voi thai diem 1986 den trudc 2000 theo gidi tinh (Dan vi tinh: %) 100 «"., i"| 2,3 3.2 0.5 ;in Rat d o n g y T-ing y m e t Kifc^gflong y Rat cfor.gy €jorg , r-tx ph'Sii phan Nam MO-