Các yếu tố ảnh hưởng đến việc lựa chọn sản phẩm sữa enfamama a+ của người tiêu dùng tại thị trường thành phố hồ chí minh

– MARKETING ENFAMAMA A+ P P Chuyên ngành : 60340102 - – MARKETING ENFAMAMA A+ P P Chuyên ngành : 60340102 - Tô “ + P khác Các thông tin trí P ” công Tài Marketing TS Ban L Công ty TNHH ii T T T T T T i ii iii T T vi DANH M T T T T T T T vii viii ix T x T T T T T T T T .3 T T T T T T .5 T T T T T T T T T T T T .7 T T T T T T T T T T 17 g 18 T T 19 iii 20 T T T T T 26 T T T 31 35 T T 3.1 T T 36 36 u 37 T T .38 T T T 38 T 3.3.2 T T T T .39 40 T T 43 T 45 T T T T 46 4.1 T T T T 46 48 T 50 T 4.3 T T 50 T T 4.4 PHÂN T T T .55 .56 56 T T T T 57 T T T T 58 58 4.4.2.3 T T 59 .60 T T T T 61 T 61 T 4.4 T T iv 62 T T 64 T T .65 T T .66 T T T T 4.6 T T T T T T T 69 71 71 T T 72 T T T n” 77 T T T T T T T T T T 84 T T .85 T 89 .93 T T T T : .96 T T T .81 84 T T 79 Error! Bookmark not defined T T 72 .74 T T 68 70 T T T .65 99 T PHÂN TÍCH PHÂN TÍCH T T 103 111 .112 T 116 v B ng 3.1: D li u k t qu phân tích 32 U T T U B m gi i tính c a khách hàng .46 B tu i c a khách hàng 46 B c a khách hàng 47 B m v thu nh p c a khách hàng 47 U T T U U T T U U T U T T U T U B ng 4.5 K t qu ki tin c y c U T B ng 4.14 Tóm t t k t qu ki T U 49 nh gi thuy t 64 U T T U B ng 4.15a Ki nh T- i v i bi n gi i tính .65 B ng 4.15b Ki nh T- i v i bi n gi i tính 66 U T U T T U T U B ng 4.16a Ki ng nh t 67 U T T U B ng 4.16b Mô t nhóm theo thu nh p 67 U T T U B ng 4.16c K t qu ANOVA .67 U T T U B ng 4.17a Ki ng nh t 68 U T T U B ng 4.17b Mô t nhóm th U T T U .68 B ng 4.17c K t qu ANOVA .69 U T T U B ng 5.1: B ng giá qu ng cáo Báo tu i tr 24gi dành cho Khu v c Mi n Nam 75 U T T U B ng 5.2: Chi phí m c n ph U T Bookmark not defined vi c tính) Error! T U Hình 2.1: Mô hình hành vi khách hàng T T T T T T 15 T T T T 10 21 .21 T T 23 dùng 26 T T T T 27 Hình 2.10: Mô hình xu T T .28 Hình 2.11: Mô hình T T 29 T (TPTS) 30 T T T 34 Hình 4.3 T T Hình 5.2: T T .64 81 T T .82 vii TNHH TPTS VSATTP viii Component Matrix(a) Component CLCN_4 ,700 CLCN_2 ,697 CLCN_5 ,684 TNTH_3 ,674 CLCN_1 ,641 TNTH_4 ,617 CLCN_3 ,714 CLCN_6 ,733 TNTH_2 ,735 TNTH_1 ,590 -,568 -,544 DTCT_1 ,635 DTCT_4 ,620 DTCT_2 ,615 DTCT_3 ,578 GCCN_3 GCCN_1 ,768 ,507 ,741 GCCN_2 ,737 MDPP_3 ,706 MDPP_2 ,519 ,587 MDPP_1 ,504 ,532 Undefined error #11401 - Cannot open text file "c:\PROGRA~1\SPSSEV~1\en\windows\spss.err": No such f a components extracted 107 Rotated Component Matrix(a) Component CLCN_4 ,749 CLCN_2 ,713 CLCN_3 ,763 CLCN_1 ,770 CLCN_5 ,891 CLCN_6 ,700 DTCT_4 ,860 DTCT_1 ,858 DTCT_3 ,817 DTCT_2 ,773 TNTH_3 ,860 TNTH_4 ,827 TNTH_2 ,771 TNTH_1 ,720 GCCN_3 ,902 GCCN_1 ,898 GCCN_2 ,869 MDPP_3 ,936 MDPP_2 ,885 MDPP_1 ,834 Undefined error #11401 - Cannot open text file "c:\PROGRA~1\SPSSEV~1\en\windows\spss.err": No such f Undefined error #11408 - Cannot open text file "c:\PROGRA~1\SPSSEV~1\en\windows\spss.err": No such f a Rotation converged in iterations 108 Component Transformation Matrix Compone nt ,671 ,325 ,521 ,331 ,253 -,432 ,725 -,201 ,110 ,484 -,203 -,074 -,114 ,913 -,325 -,073 -,599 -,036 ,205 ,770 ,563 ,065 -,821 ,047 ,053 Undefined error #11401 - Cannot open text file "c:\PROGRA~1\SPSSEV~1\en\windows\spss.err": No such f KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi- Sphericity Square ,806 564,702 Df Sig ,000 Communalities Extracti Initial on XHCM_1 1,000 ,785 XHCM_2 1,000 ,691 XHCM_3 1,000 ,789 XHCM_4 1,000 ,760 Extraction Method: Principal Component Analysis 109 Total Variance Explained Extraction Sums of Squared Initial Eigenvalues Compone nt Loadings % of Total Cumulative Variance % 3,025 75,629 75,629 ,472 11,807 ,276 6,890 94,326 ,227 5,674 Total 87,436 % of 3,025 100,000 Extraction Method: Principal Component Analysis Component Matrix(a) Compo nent XHCM _3 XHCM _1 XHCM _4 XHCM _2 ,888 ,886 ,872 ,831 Undefined error #11401 - Cannot open text file "c:\PROGRA~1\SPSSEV~1\en\windows\spss.err": No such f a components extracted 110 Cumulative Variance % 75,629 75,629 7: PHÂN TÍCH Correlations TNTH Pearson Correlation Pearson Correlation 237 ,568(**) N 237 ,001 ,000 237 237 237 237 237 ,288(**) ,179(**) ,180(**) ,573(**) ,000 ,006 ,005 ,000 237 237 237 237 237 ,291(**) ,288(**) ,000 ,000 N 237 237 237 ,205(**) ,179(**) ,162(*) Correlation ,162(*) ,190(**) ,434(**) ,012 Sig (2-tailed) ,002 ,006 N 237 237 237 ,003 ,000 237 237 237 ,270(**) ,311(**) ,012 Pearson Correlation ,000 237 ,222(**) ,180(**) ,190(**) ,270(**) Sig (2-tailed) ,001 ,005 ,003 N 237 237 237 237 ,000 237 237 ,406(**) ,000 Pearson Correlation XHCM ,002 Sig (2-tailed) Pearson DTCT ,000 ,000 Correlation MDPP ,000 Sig (2-tailed) Pearson GCCN ,568(**) ,291(**) ,205(**) ,222(**) ,507(**) Sig (2-tailed) N CLCN ,000 237 237 ,507(**) ,573(**) ,434(**) ,311(**) ,406(**) Sig (2-tailed) ,000 ,000 ,000 ,000 ,000 N 237 237 237 237 237 ** Correlation is significant at the 0.01 level (2-tailed) * Correlation is significant at the 0.05 level (2-tailed) 111 237 8: PHÂN TÍCH Variables Entered/Removed(b) Variables Model Variables Entered Removed Method DTCT, CLCN, MDPP, Enter GCCN, TNTH(a) a All requested variables entered b Dependent Variable: XHCM Model Summary(b) Mod Adjusted R el R ,716(a) Durbin- Square R Square Std Error of the Estimate Watson ,512 ,502 ,35106 2,128 a Predictors: (Constant), DTCT, CLCN, MDPP, GCCN, TNTH b Dependent Variable: XHCM ANOVA(b) Sum of Model Squares Regression Mean df Square 29,893 5,979 Residual 28,469 231 58,363 236 a Predictors: (Constant), DTCT, CLCN, MDPP, GCCN, TNTH b Dependent Variable: XHCM 112 Sig 48,51 ,123 Total F ,000(a) Coefficients(a) Standardize Unstandardiz ed Coefficient Collinearity Coefficients Model d s Statistics Std B Error (Constant) ,075 ,186 ,063 CLCN ,307 GCCN Beta t ,236 TNTH Toleranc Sig e VIF ,320 ,749 ,168 2,929 ,004 ,645 1,551 ,050 ,351 6,197 ,000 ,658 1,521 ,184 ,041 ,222 4,515 ,000 ,874 1,144 MDPP ,099 ,042 ,115 2,367 ,019 ,897 1,115 DTCT ,204 ,043 ,232 4,747 ,000 ,885 1,129 a Dependent Variable: XHCM Collinearity Diagnostics(a) Variance Proportions Conditi Dimen Eigenvalu on (Consta Model sion e Index nt) 1 5,916 1,000 ,00 ,00 ,00 ,00 ,00 ,00 ,029 14,293 ,00 ,01 ,01 ,44 ,53 ,02 ,023 16,185 ,01 ,09 ,09 ,55 ,29 ,01 ,017 18,752 ,01 ,07 ,09 ,00 ,17 ,67 ,008 26,705 ,14 ,82 ,47 ,00 ,00 ,03 ,007 28,341 ,84 ,01 ,35 ,01 ,02 ,27 a Dependent Variable: XHCM 113 GCC TNTH CLCN N MDPP DTCT Residuals Statistics(a) Minimum Predicted Value Residual Std Predicted Value Std Residual Maximum Mean Std Deviation N 2,6810 4,5224 3,6445 ,35590 237 -1,09308 ,94796 ,00000 ,34732 237 -2,707 2,467 ,000 1,000 237 -3,114 2,700 ,000 ,989 237 a Dependent Variable: XHCM Charts 114 115 9 Group Statistics Gioi tinh XHCM N Nam Mean Std Deviation Std Error Mean 39 ,39874 ,06385 198 Nu 3,8333 3,6073 ,50709 ,03604 Independent Samples Test Levene's Test for Equality of Variances F Sig t-test for Equality of Means t df Sig (2116 Mean Std 95% Confidence tailed) Differen Error Interval of the ce Differen Difference ce Lower Upper Equal variances 24,584 ,000 2,626 235 ,009 ,22601 ,08605 ,05648 ,39554 3,083 64,799 ,003 ,22601 ,07332 ,07958 ,37244 assumed Equal variances not assumed Descriptives XHCM 95% Confidence Interval Std N Mean Deviation Error for Mean Std Lower 117 Upper Bound Minimum Maximum Bound Tu 3-5 trieu 23 Tren 15 trieu Total 3,7450 2,75 4,25 3,7652 ,48963 ,05407 3,6577 3,8728 2,50 5,00 3,6064 ,48705 ,05024 3,5066 3,7061 2,50 4,25 3,5526 ,49374 ,08009 3,3903 3,7149 3,00 4,00 237 trieu 3,2985 38 Tren 10 den 15 ,10765 94 trieu ,51629 82 Tu den 10 3,5217 3,6445 ,49729 ,03230 3,5809 3,7082 2,50 5,00 Test of Homogeneity of Variances XHCM Levene Statistic 2,056 df1 df2 233 Sig ,107 118 ANOVA XHCM Sum of Squares Between Groups Total df Square F 1,999 ,666 56,363 233 58,363 Sig ,242 236 Groups Within Mean 2,755 ,043 Descriptives XHCM Std N Mean Std 95% Confidence Interval Deviation Error for Mean 119 Minimum Maximum Lower Bound Upper Bound Trung cap 22 3,5341 ,51348 ,10947 3,3064 3,7618 3,00 4,25 Cao dang 81 3,7716 ,49402 ,05489 3,6624 3,8808 2,50 5,00 Dai hoc 88 3,5852 ,49114 ,05236 3,4812 3,6893 2,50 4,25 Sau dai hoc 46 3,5870 ,47789 ,07046 3,4450 3,7289 2,75 4,25 237 3,6445 ,49729 ,03230 3,5809 3,7082 2,50 5,00 Total Test of Homogeneity of Variances XHCM Levene Statistic 1,836 df1 df2 233 Sig ,141 120 ANOVA XHCM Sum of Squares Between Mean df Square 2,038 ,679 Within Groups 56,325 233 58,363 Sig ,242 Total F 236 Groups 2,811 121 ,040