Một số yếu tố tác động đến ý định mua thực phẩm trẻ em sản xuất trong nước của ngưòi việt nam

Mot so yeu to tac dong den y djnh mua thyc phSm tre em san xuat nu'O'c cua ngtfoi Viet Nam Nguyin Ngoc Quang* Ngaynhan: 23/4/2015 Ngay nhan ban siia: 25/8/2015 Ngay duyet dang: 25/01/2016 Tdm tat: Viet Nam Men dang triin khai rat nhiiu chucmg trinh nhdm tdng cu&ng ndng luc sdn xudt npi dia, nhiin kit qud dem lgi cdn hgn chi Nghien cim xdy dung md hinh cdcyiu td tdc dpng din y dinh mua cdc sdn phdm thuc phdm cho tri em ciia ngu&i tieu dimg Viet Nam Khdo sdt dinh lugng bdng bdng hot ciia nghiin cim ndy dugc tiin hdnh trin 846 ngu&i tiiu dung a Hd Npi, Dd Ndng vd Thdnh phd Hd Chi Minh Kit qud nghiin cim cho thdy nhdn to cdm nhdn hdng npi, su thien cdm, tham khdo biiu tugng, gia dinh, chit nghia vi chitng, tham khdo chuyin mdn cd tdc dpng mgnh den y dinh mua Bin cgnh dd, di tdc dpng din su cdm nhdn cua khdch hdng, cdc nhd sdn xudt vd kinh doanh cdn tdc dpng den nhdn td chu nghia vi chung vd su thien cdm Kit qud ndy giup cho cdc nhd hogt dpng thi tru&ng cd mpt gdc nhin dinh lugng cdc yiu td tdc dpng din hdnh vi mua cua khdch hdng Tir khda: Htog ndi; thyc pham tee em; ngudi tieu dfag; hafa vi ngudi tieu dfag; y djfa mua Factors affecting the buying intention of Vietnamese consumers: The case of domestic children's food products Abstract: Vietnam has implemented a number ofprograms to enhance the domestic production capacity However, the impacts are stUl small at present This study develops a model of factors affecting the Vietnamese consumers' buying intention for children food A survey of 846 consumers from three big cities of Vietnam (Ha Noi, Da Nang and Ho Chi Minh City) was conducted The results revealed that, the domestic product judgement, empathy, reference symbol, family, ethnocentrism, professional references showed significant contribution to consumer buying intention Besides, to influence consumers 'judgement, the manufacturers and sellers should focus on the sympathy and ethnocentrism The results also provide some implications for the marketers Keywords: Domestic goods/products; children food; consumer behavior; buying intention Gidi thieu vao tam ly, bafa vi ngudi tieu dfag (Le Viet Nga, Hifa nay, mdt bg phto ngudi tifa dung Viet vln 2015) cdn kha thd o vdi htog ndi, chudng hfag ngoai va Ddi vdi thyc phim tee em va dto biet la sto phim htog faap khto; teong dd, cac bien phap, chifa sua bdt, sto phim quan tegng va cd gia tei Ifa fait sach cua doafa nghiep Viet cfag fau cto co quan thi tam ly sifa ngoai dugc thi hifa rd net fait Vy quto ly faa nude vto cdn mdt sd khd khfa, tdn tai teufag Vu cdng nghiep fae Bd Cdng thuang cho fau: sy phdi hgp giira doafa nghiep va cac co quan bilt, hifa nay, teong thj teufag sto bdt, hfag ngoai quto ly faa nude vln chua chat che teong vin dl chilm din khotog 70% Ddi vdi cto sfa phim khac, trayfa thdng, dan den chua thyc sy tac dgng manh tay hang ndi chilm da sd faung tam ly chudng hfag SS 224,hdng 02/2016 62 Kinli teivPiiiittrien ngoai vin phd biln tai cto thafa phd Ifa Chifa vi dfag ludn hifa thfah y djfa mua trade cto hfah vay viec hinh thafa mdt md hifa dafa gia dugc cto ddng mua cy the va thutag quyet difa mua cto sto yeu td tac ddng din y djfa mua cua ngudi tieu dfag pham ma hg da cd cac cam fafa, nhfa thitc tich cyc thyc pham tee em tai thj tratag Viet Nam la mdt chit ta teudc Nhu vay, cam fafa ve sfa pham giiip dl cd y nghTa ca vl ly thuyet va thyc tien kinh doafa khach hfag cd dugc sy im tifa cto phuong fa cua doafa nghiep cfag fau cdng tto dieu tiet thj lya chgn mua cua mifa Trong thyc te, hfah vi mua teufag cua Nha nude cdn bj tac ddng bdi cto yeu td tifa hudng tai diem Cto nghien cto da dugc cdng bd lien quan den bfa hfag va viec nghien cto tto dgng gap faieu chil de cto fafa td tto ddng den y djnh mua thyc khd khfa, chifa vi vay phfa Ifa cto faa nghien cto pham tee em tai Viet Nam hifa khdng faifa, dafa gia hafa vi mua thdng qua y djnh mua Young chu yeu tap trang vto mdt loai sfa pham, mdt sd & cfag sy (1998), Newberry & cdng sy (2003), fato td ddc lap va theo ttog tifa, thafa phd fau Chandon & cdng sy (2005) nghien cto y dinh mua nghifa cto hafa vi tieu dtog sto bdt cho tre dudi cua ngudi tieu dung d cto qudc gia khto faau chju tadi tai Cfa Tho cua Le Thj Thu Trang & Trto tto ddng bdi cac nhdm nhto td khto faau va phy Nguyfa Tofa Tmng (2014); nghien cto cua Nguyfa thugc vto loai sto pham nghien cto Difa Thg & cdng sy (2008) ve chu nghTa vj chung Cdm nhdn ve hdng npi va sy faay cam ve vto hda tto ddng den y difa mua Cam fafa ve hfag ndi la thai cua ngudi tieu htog ndi va htog nhap khfa cua ngudi tieu dfag dfag ddi vdi hfag ndi ndi chung va sy tto ddng qua Viet Nam Trfa the gidi, cac nghien cto tieu bieu ve lai giiia cam fafa ve chat lugng htog hda dya trfa tto ddng cua chu nghTa vj chung, cam fafa ve sto xuat xii ndi dja cua nd va thai ddi vdi cto sto pham, sy to cam va thifa cam, chuto mto xa hgi pham ndi ndi chung Cto nghifa cto gfa day dugc den y djfa mua phai ke dfa nhu nghien cto cua thyc hifa trfa ca cac thj tratag cila cac nude phat Klein & Ettenson (1999), Shtop & Sharma (1987), trifa va dang phat trien Klein & Ettenson (1999), Xiang & cdng sy (2012) Kaynak & Kara (2002), Hamin & Elliott (2006) Ke thto va phat trifa cac nghifa cto trudc day, nghien cto fafa thto thai cua ngudi tieu dtog nghifa cto md rdng khung ly thuyet cto yeu td ddi vdi bfag ndi va bfag ngoai teen faieu khia cafa tto ddng den hafa vi nhu chuto myc xa hdi, sy fau thuang hieu, thiet ke, chat lugng, be thdng phfa thien cam, gia difa, fadm tham khao tto dgng dfa phdi, trayfa thdng, vto hda, tac ddng dfa y djfa cam fafa hfag ndi va y difa mua hfag thyc pham va hafa vi mua Ke thita cto tac gia tren, nghifa cto tee em cua ngudi tieu dfag Viet Nam Pham vi dua gia thuyet HI nghifa cto ctog dugc trien khai tren ca ba thfah HI: Cdm nhdn cua nguai tiiu dimg vi hdng npi phd Ita tai ba mien la Ha Ndi, Da Nfag va Hd Chi cd tdc dpng tich cue den y dinh mua hdng npi cita Mifa ngu&i Viet Cff sd ly thuyet va gia thuyet nghien ciru Chu nghia vi chung tieu dung Dya vto khung ly thuyet cto yfa td tto ddng dfa Chu nghTa vj chung (Ethnocentrism) la mdt thuat y djfa mua ngudi tieu dfag cua Engel & cdng sy ngii xa bdi hgc Sutimer (1906) cho rtog chu nghTa (1993), Howard & Sheth (1989), Fishbein & Ajzen vi chung dafa gia cac nen vfa hda khto thdng qua (2010), nghien cto tap trung xay dyng md hifa he thdng gia trj va chuto muc cua mdt nfa vto hda cto fato td tto ddng dfa y djnb mua htog ndi, cu nhat djfa Nhin chung, chu nghTa vj chiing gfa vdi the bao gdm: cto bifa ddc lap la chu nghTa vj chtog, mot nen vfa hda cd xu hutag coi cto gia trj, chufa chuin myc xa bdi, sy thifa cam, gia difa, nhdm myc cita nfa vfa hda ciia nd hem cac nen vto hda tham khto; biln trang gian la biln cam fafa hfag khac ndi; biln phu thudc tiep fato su tto ddng la biln y Chu nghTa vj chfag tieu dfag (consumer djfa mua Trong dd, y djnh mua la he qua ciia sy cam fafa ddi vdi hang ndi va cac cto ylu id mdi ethnocentric) la mdt khai niem rieng dugc hifa tentag tac ddng (gia difa va nhdm tham khao) dugc thafa ta chu nghTa vi chfag teong tam ly hgc xa hdi hgc LeVine & Campbell (1972) dua djnh nghTa dfag de dy dofa hafa vi mua hifa tai chil nghTa vj chfag teong tieu dfag la he thdng gia ^dinh mua tei va bieu tagng cua mdt dan tdc hoto mdt qudc gia Engel & cdng sy (1993) chi ring ngudi tifa dugc tdn vifa va ty hao, teong he thdng gia trj Si> 224 thing 02/2016 63 va bilu togng cita cto dfa tdc khto, qudc gia khto lai bj coi thutag Shimp & Sharma (1987) da tog dyng khai niem chit nghTa vj chtog marketing va hafa vi ngudi tieu dtog de xay dyng bd thang GET (consumer ethnocenttic tendency) de dafa gia khia canh kifa tl cua chu nghTa vj chtog ciia ngudi tieu dtog Su dung bd thang nay, mot sd tac gia khto nghifa cto hafa vi mua cua khtoh htog bi tto dgng bdi chu nghTa vi chung tieu dtog ddi vdi nhifa fadm sto pham khac faau, teong dien hifa fau Suh & Kwon (2002), Ang & cdng sy (2004) Nguyen & cdng sy (2008) nghien cto tac ddng cua chil nghTa vi chtog teong tieu dtog va sy faay cam ve vto hda tac ddng dfa y difa mua htog ndi va htog faap khto cua ngudi tieu dtog Viet Nam Ke thita cto tto gia tefa, nghifa cto dua gia thuyet H2 la chu nghTa vj chtog tieu dtog cua ngudi Viet cd tac ddng tich cyc dfa y djnh mua htog ndi va cam fafa ve hfag ndi eiia hg tam ly hgc, cto nghifa cto teong hafa vi ngudi tieu dfag lien quan chu ylu din tto ddng cua sy thien cam dfa qua trifa tilp fafa va xit ly thdng tin cua ngudi tifa dfag, tto ddng din viec quyet djfa lya chgn fafa hieu, mua va sit dung sfa pham Cd the ke den mot sd nghifa cto diln hifa fau: Aaker & cdng sy (1986) nghifa cto vai ted cua thien cam tac ddng din thai K I thto nghifa cto teen, fadm gia thuylt H4 dugc xay dyng fau sau: H4A; Su thien cdm cua ngu&i Viet ddi v&i hdng npi cd tdc dpng tich cue din y dinh mua hdng npi cua ngu&i Viet H4B; Su thien cdm ciia ngu&i Viet ddi vol hdng npi cd tdc dpng tich cue din cdm nhgn ve hdng npi cua ngu&i Viet Gia dinh Engel & cdng sy (1993) cho rfag sy afa hutag cua gia difa dfa hafa vi mua mang tifa tryc tiep va phto tap Nguyen fafa la vi cac thafa vifa H2A: Chu nghia vi chiing tieu dimg cua gia difa hinh thafa mdt trang tam mua va nd tto ngu&i Viet cd tdc dpng tich cue din y dinh mua hdng ddng dfa hafa vi ca fafa, ddng thdi qua teifa npi cua ngu&i Viet quyet difa mua cua gia difa chiu afa hutag ciia H2B: Chit nghia vi chiing tieu diing cua faieu yeu td Howard & Sheth (1989) nghifa cto ngu&i Viet cd tdc dpng tich cue din cdm nhan ve vai trd quyet djnh cua chdng va vg teong gia difa hdng npi cita ngucri Viet va dua quan diem ve dam phfa giiia cto thafa Chudn mue xd hdi vifa teong gia difa Vay gia thuyet H5 dugc phat Chufa myc xa hdi la mdt teong cto ylu td chifa bieu fau sau: tto ddng den hafa vi va cac quyet djnh teong tieu H5: Y khien tham khdo ciia gia dinh cd tdc dpng dfag cua cae ca fafa teong xa hgi Cialdini & cdng tich cue din y dinh mua hdng npi cua ngu&i Viet sy (1990) cho rfag ngudi ludn quan tam din ky Nhdm tham khdo vgng va hafa vi cua fatog ngudi xung quafa, Trong mdi trutag xa hgi cua ngudi tieu dfag cd do, dua cto quylt djfa ciia mifa bg ludn cfa rat faifa mdi quan he ca fafa dugc hifa thafa faac xem dieu gi la phii hgp va chufa myc xa hdi chinh thiic hoac khdng Cto nha nghien cto dugc coi la cd tto ddng sto sac dfa hafa vi va sy lya chgn cua hg Cto nghifa cto phd biln lifa quan marketing siip xep chung thafa cto fadm va ggi la dfa chuin myc xa hdi tac ddng din hafa vi nhu: fadm tham khao Cto nhdm diu cd tto ddng Sheeran & cdng sy (1999) nghien cto chuin myc tich cyc hoac tieu cyc dfa hafa vi tieu dfag cua xa hdi tto ddng din y djfa mua; Rivis & Sheeran ngudi Engel & cdng sy (1993) dua ctoh phto (2004) nghifa cto htoh vi cd kl hoach bj tto ddng loai thafa fadm ngufag md va fadm tay chay, bdi chufa myc; Tit co sd nay, fadm gia thuylt H3 fadm chinh thto va khdng chinh thto Cto fadm tham khao dfa dugc cto tto gia cho la cd tto dugc xay dyng fau sau ddng tryc tiep hoto gifa tiep dfa qua teinh thdng H3A: Chudn myrc xa hpi cita ngu&i Viet cd tdc qua quyet djfa mua Bearden & Etzen (1982) chfag dpng tich cue din y dinh mua hdng ndi ciia ngu&i mifa rfag fadm tham khto afa hutag din y djfa Viet lya chgn sfa pham va thuong hieu cfa ngudi tieu H3B: Chudn muc xa hpi ciia ngu&i Viet cd tdc dfag Ke thto cto tto gia trfa, nghifa cto dua gia dpng tich cue din cdm nhdn vi hdng ndi cita ngu&i thuyet H6 fau sau: Viet H6: Y khiin cita cdc nhdm tham khdo cd tdc dpng Su thien cdm tich cue den y dinh mua hdng ndi cua ngudi Viet Sy thifa cam la mdt khai niem hifa thafa Qua cto gia thuylt teen cd the thiy y djfa mua SS 224 thing 02/2016 64 Hinh 1: Md hinh nghien ciru de xuat dugc xay dyng teen co sd cd mdi lifa be chat che tdi hafa dfag mua; va nd chju sy tac ddng bdi cto fafa td fau chu nghTa vj chung teong tieu dung, chufa myc xa hdi va sy thifa cam, gia difa va fadm tham khto, cam fato ve hfag ndi Nhfa thitc cam fato cda ngudi tifa dfag ve htog ndi la mdt fafa td tong gian chiu sy tto ddng bdi chu nghTa vj chfag, chuto myc xa hdi va sy thifa cam Md hifa nghifa cto de xuat dugc bifa difa fau d Hifa teen dai hgc chiem 8,5% Co cto ve thu faap hfag thfag, dudi trieu la 36,6%; 44,6% cd thu nhap ta 5-10 trieu, 16,2% cd thu nhap ta - teieu; va 2,6% cd thu faap teen 20 trieu Ve co cfa vfag: 35,7% sd ddi tagng nghifa cto sdng tai Ha Ndi; 39% sdng tai Hd Chi Mifa va 25,3%, song tai Da Nfag Phuffng phap nghien cihi 3.1 Phuang phdp thu thdp die lieu Du lieu cua nghifa cto dugc thu thap thdng qua phdng vfa ca fato tryc tiep ngto faien tai cto diem mua sam thyc pham tee em fau chg, trang tam thuong mai, cto cita htog btoh hda, cita htog chuyfa doafa Do viec khdng xto djfa dugc khung lay mto va de ban che sai sd he thdng, nghifa cto tien hafa khto sat ngfa faien cac khtoh btog mua htog teong thai gian mdt tafa Thdi gian thu thap teong tbtog va thfag nam 2014 tai ba thafa phd Ifa dd la Ha Ndi, Da Nfag, TP Hd Chi Mifa Tdng cdng cd 846 bfag hdi dugc phdng vfa, ddi togng nghifa cto la cto ca fafa dang nudi fad dudi 10 tadi Kit qua nhto khto hgc cita cto ddi tagng nghien cto fau sau: nam chilm 13,4%, va nii 86,6% Do tadi phfa bd fau sau: 6,3% dudi 26 tadi, ta 26 din 32 chilm 48,8%, to 33dln 40 chilm 35,7%, trto 40 taoi chilm 9,2% Co ciu trifa hgc vin bao gdm: 6,1%, tot nghiep trang hgc ca sd, trang hgc phd thdng chilm 27,5%,; cao ding dai hgc chilm 57,9%, Sd 224 thing 02/2016 3.2 Xdy dung thang Ddi tagng nghien cto dugc de nghi tea ldi cac cfa hdi theo thang Likert bto (1 hofa tofa khdng ddng y va hoto toto ddng y) vdi faan td nghifa cto: Y djnh mua Cam fato ve htog ndi, Chti nghTa vj chtog, Chuto myc xa hdi, Sy thien cam, Gia difa, Nhdm tham khto Cu the thang cua ttog nhto td dugc xay dyng theo ctoh thitc dugc trinh bay dudi day Thang y dinh mua dugc faieu faa nghifa cto tren the gidi phat trifa, nghifa cto sit dyng thang bifa eua Klein & Ettenson (1999) Thang cdm nhgn vi hdng npi, cam nhto ve chat lugng va dto tinh sfa pham djch vu dugc faieu tac gia nghien cto, nghien cto cfag sit dyng thang bifa cua Klein & Ettenson (1999) Thang chu nghia vi chiing, thang cd sy thdng faat cao gito cto tto gia nhu Shimp & Sharma (1987), Nijssen & Douglas (2004), Klein & Ettenson (1999) viec sit dung thang "Consumer Ethnocentrism Tendencies Scale" (CETSCALE), dugc phat trien bdi Shimp & Sharma (1987) vdi 17 bifa Nghifa cto cfag dung thang nit ggn vdi bien cua Nijssen & Douglas (2004) 65 Bang 1: kit qua Cronbach's a va Tong phuong sai trich (EFA) Chu nghia vi chtog Cronbach's a 0.802 Ting phuong sai ttich 62.15% Chuin muc g^, (hien cam xa hoi ' ' C*">"»>f" bang noi Gia dinh Nh6"i*