GIẢI PHÁP HOÀN THIỆN VIỆC TRƯNG BÀY SẢN PHẨM TẠI SIÊU THỊ THUẬN THÀNH І Ở THÀNH PHỐ HUẾ

I HC HU TRNG I HC KINH T KHOA QUN TR KINH DOANH BO CO KHểA LUN TT NGHIP TI: GII PHP HON THIN VIC TRNG BY SN PHM TI SIấU TH THUN THNH THNH PH HU SV: GVHD: on ch Ts Nguyn Th Minh Hũa Lp: K43 Marketing Hu- Nm 2013 Khúa lun tt nghip GVHD: Ts Nguyn Th Minh Hũa Lụứi Caỷm ễn thc hin v hon thnh xong khúa lun tt nghipGii phỏp hon thin vic trng by sn phm ti siờu th Thun Thnh Thnh ph Hutụi ó nhn c rt nhiu s quan tõm giỳp ca nhiu ngi u tiờn tụi xin gi li cỏm n chõn thnh n quý thy cụ giỏo khoa Qun tr Kinh doanh, trng i hc Kinh t Hu ó tn tỡnh ch dy tụi sut bn nm hc ti trng ú l nhng kin thc, kinh nghim vụ cựng quý bỏu giỳp tụi cú th hon thnh tt khúa lun tt nghip ny c bit tụi xin gi li cỏm n chõn thnh n Ts Nguyn Th Minh Hũa ó tn tỡnh hng dn v y trỏch nhim sut thi gian tụi thc hin ti Nh s hng dn ca cụ m tụi ó hc c nhiu iu b ớch t phng phỏp nghiờn cu n thỏi v tinh thn lm vic nghiờm tỳc Tip n tụi cng xin gi li cỏm n n cỏn b, lónh o v cỏc nhõn viờn HTX TM DV Thun Thnh ó nhit tỡnh cng tỏc v to iu kin thun li tụi thc hin tt ti ny Ngoi cũn cú cỏc khỏch hng cỏ nhõn ca siờu th trờn a bn thnh ph Hu ó nhit tỡnh hp tỏc, chia s thụng tin cn thit tụi hon thnh ti ny Cui cựng tụi xin chõn thnh cm n gia ỡnh v bn bố ó nhit tỡnh giỳp v l ngun ng viờn to ln giỳp tụi vt qua khú khn th thỏch sut thi gian hc v nghiờn xu ti Mt ln na tụi xin chõn thnh cỏm n! Sinh viờn thc hin on ch Hu, thỏng nm 2013 SVTH: on ch Trang ii GVHD: Ts Nguyn Th Minh Hũa Khúa lun tt nghip MC LC DANH MC HèNH VI DANH MC BNG VI DANH MC S VII DANH MC T VIT TT VIII PHN I: T VN 1 Lý chn ti Mc tiờu nghiờn cu Phm vi nghiờn cu .2 3.1 Ni dung nghiờn cu: 3.2 Khụng gian nghiờn cu .2 3.3 Thi gian nghiờn cu Phng phỏp nghiờn cu 4.1 Cỏc thụng tin cn thu thp .3 4.2 Quy trỡnh nghiờn cu 4.3 Ngun d liu th cp 4.4 Nghiờn cu nh tớnh 4.5 Nghiờn cu nh lng 4.6 Phng phỏp phõn tich s liu PHN II: NI DUNG V KT QU NGHIấN CU CHNG TNG QUAN V VN NGHIấN CU .8 1.1 Khỏi nim trng by sn phm 1.2 Cỏc yu t nh hng n vic trng by sn phm 1.2.1 Cỏc yu t bờn ngoi 1.2.2 Cỏc yu t bờn 1.2.2.1 Sn phm 10 1.2.2.2 Hỡnh nh bờn 10 1.2.2.3 Phong cỏch 10 SVTH: on ch Trang i Khúa lun tt nghip GVHD: Ts Nguyn Th Minh Hũa 1.2.2.4 Mu sc 10 1.2.2.5 nh sỏng 11 1.2.2.6 Khụng gian 11 1.2.2.7 Nhõn viờn 12 1.3 Cỏc nguyờn tc v tiờu chun trng by sn phm 12 1.3.1 V trớ 12 1.3.2 Thnh 13 1.3.2.1 Trng by theo dng thng 13 1.3.2.2 Dng chộo 13 1.3.2.3 Trng by theo dng gúc 14 1.3.2.4 Trng by theo dng hỡnh hc 14 1.3.2.5 Trng by theo dng hn hp 15 1.3.3 Thu hỳt 15 1.3.4 Hng trng tõm 16 1.4 Quy trỡnh thc hin trng by sn phm 16 1.4.1 ỏnh giỏ cỏc c hi trng by: 16 1.4.2 Giao tip nm tõm lý, thụng tin ca khỏch hng: 16 1.4.3 Trỡnh by, thng nht trng by cho sn phm: 16 1.4.4 iu chnh cỏch trng by hin cú: 17 1.4.5 ỏnh giỏ kt qu: 17 1.5 Cỏc phng phỏp trng by 17 1.6 Mi liờn h gia trng by sn phm vi hnh vi khỏch hng 19 1.6.1 Khỏch hng mua cỏi gỡ? 19 1.6.2 Khỏch hng mua nh th no 20 1.6 Khi no khỏch hng mua 21 1.6 Khỏch hng mua õu 21 SVTH: on ch Trang ii Khúa lun tt nghip GVHD: Ts Nguyn Th Minh Hũa Chng C S THC TIN V TRNG BY SN PHM TI SIấU TH THUN THNH .22 2.1 Tng quan v siờu th Thun Thnh 22 2.1.1 Quỏ trỡnh hỡnh thnh v phỏt trin 22 2.1.2 Chc nng, nhim v 24 2.1.3 C cu t chc 26 2.1.4 Cỏc ngun lc sn xut kinh doanh ca Hp tỏc xó 29 2.1.4.1.Tỡnh hỡnh lao ng 29 2.1.4.2.Tỡnh hỡnh ti sn v ngun ca hp tỏc xó 32 2.1.4.3 Kt qu hot ng kinh doanh ca siờu th t nm 2010 n 2012 34 2.2 Thc trng trng by ti siờu th Thun Thnh 35 2.2.1 Cỏch b trớ 35 2.2.2 Cụng c trng by sn phm 38 2.2.3 Khụng gian trng by sn phm 40 2.2.4 Nhõn viờn phc v ti siờu th 42 CHNG 3: KT QU NGHIấN CU 44 3.1 c im ca mu iu tra 44 3.1.1 V gii tinh 44 3.1.2 V tui 45 3.1.3 V ngh nghip 46 3.1.4 V thu nhp ca khỏch hng 47 3.1.5 S ln i siờu th 47 3.2 Thúi quen ca khỏch hng i siờu th 49 3.2.1 Mụ t khỏch hng i siờu th 49 3.2.2 a im mua hng húa 50 3.2.3 Loi hng húa m khỏch hng thng mua ti siờu th Thun Thnh 51 3.2.4 Mi quan tõm ca khỏch hng v thụng tin sn phm 52 3.2.5 Mi quan tõm ca khỏch hng quyt nh mua sn phm ti siờu th 53 3.3 Phỏt trin v s lý thang o chớnh thc 54 3.3.1 H s tin cy Cronbach Alpha 54 SVTH: on ch Trang iii Khúa lun tt nghip GVHD: Ts Nguyn Th Minh Hũa 3.3.2 Xỏc nh nhng nhõn t nh hng bng phõn tớch nhõn t khỏm phỏ EFA 60 3.4 Kim nh One Sample T- Test cho cỏc nhõn t mi 69 3.4.1 Kim nh One - Sample T-Test i vi nhúm nhõn t b trớ sn phm 70 3.4.2 Kim nh One Sample T-Test i vi nhúm nhõn t cụng c trng by sn phm 71 3.4.3 Kim nh One Sample T-Test i vi nhúm nhõn t khụng gian trng by sn phm 73 3.4.4 Kim nh One Sample T-Test i vi nhúm nhõn t nhõn viờn 74 3.5 ỏnh giỏ ca khỏch hng v mc hi lũng chung i vi trng by sn phm ca siờu th 75 3.6 Phõn tớch phng sai One-way ANOVA v mc hi lũng chung i vi cỏc nhúm khỏch hng 77 3.6.1 Phõn tớch phng sai One-way ANOVA v mc hi lũng chung i vi trng by sn phm vi cỏc nhúm khỏch hng cú ngh nghip khỏc 77 3.6.2 Phõn tớch phng sai One-way ANOVA v mc hi lũng chung i vi trng by sn phm vi cỏc nhúm khỏch hng cú thu nhp khỏc 78 3.7 ỏnh giỏ chung 80 CHNG XUT GII PHP HON THIN TRNG BY SN PHM TI SIấU TH THUN THNH .82 4.1 Cn c a gii phỏp 82 4.1.1 nh hng ca siờu th Thun Thnh 82 4.1.2 Phõn tớch ma trn SWOT ca siờu th Thun Thnh 83 4.2 xut mt s gii phỏp hon thin trng by sn phm ti siờu th Thun Thnh 85 4.2.1 Cỏch b trớ 85 4.2.2 Cỏc cụng c trng by 85 4.2.3 Cỏch sp xp 86 4.2.4 Khụng gian trng by sn phm 86 PHN III: KT LUN V KIN NGH 87 SVTH: on ch Trang iv Khúa lun tt nghip GVHD: Ts Nguyn Th Minh Hũa KT LUN 87 HN CH CA TI 87 KIấN NGH 88 DANH MC TI LIU THAM KHO 89 PH LC 91 PH LC 1: BNG CU HI PHNG VN 91 Thng kờ mụ t cỏc bin 95 1.1 c im mu iu tra 95 1.2 Thúi quen ca khỏch hng i siờu th 98 1.2.1 Mụ t khỏch hng 98 1.2.3 Loi hng húa thng mua 99 1.2.4 Mi quan tõm ca khỏch hng v thụng tin 100 1.2.5 Mi quan tõm ca khỏch hng quyt nh mua sn phm ti siờu th 100 H s tin cy Cronbachs Alpha 101 2.1 Thang o b trớ sn phm 101 2.2 Thang o cụng c sn phm 102 2.3 Thang o khụng gian trng by sn phm 104 2.4 Thang o nhõn viờn 105 Phõn tớch nhõn t 106 3.1 Kt qu EFA ln 106 3.2 Kt qu EFA ln 108 Kim nh One Sample T- Test cho cỏc nhõn t mi 111 Thng kờ mụ t cho cỏc thang o xut 112 Phõn tớch phng sai One-way ANOVA 120 6.1 Phõn tớch phng sai theo ngh nghp 120 6.2 Phõn tớch phng sai theo thu nhp 122 SVTH: on ch Trang v Khúa lun tt nghip GVHD: Ts Nguyn Th Minh Hũa DANH MC HèNH Hỡnh Trng by theo dng thng 13 Hỡnh Trng by theo dng chộo 14 Hỡnh Trng by theo dng gúc 14 Hỡnh Trng by theo dng hỡnh hc 15 Hỡnh Trng by theo dng hn hp 15 Hỡnh K trng by bỏnh ko 38 Hỡnh K trng by cỏc loi ung, nc gii khỏt 38 Hỡnh K trng by cỏc loi gia v 39 Hỡnh K trng by cỏc dng c gia ỡnh 39 Hỡnh 10 K trng by lng thc, thc phm 39 Hỡnh 11 K trng by ỏo qun giy dộp 39 Hỡnh 12 K trng by húa m phm 39 Hỡnh 13 K trng by gm, nha, thy tinh 39 Hỡnh 14 Hỡnh nh quy tớnh tin 40 Hỡnh 15 Khụng gian bờn ngoi siờu th 42 Hỡnh 16 Biu th hin gii tớnh ca khỏch hng 44 Hỡnh 17 Biu th hin ngh nghip ca khỏch hng 46 DANH MC BNG Bng Tỡnh hỡnh s dng lao ng ca HTX giai on 2010-2012 31 Bng Tỡnh hỡnh ti sn ngun ca HTX- TM- DV Thun Thnh giai on 2010-2012 33 Bng Kt qu hot ng kinh doanh ca HTX-TM-DV Thun Thnh giai on t nm 2010 - 2012 34 Bng Cỏch sp xp hng húa ti cỏc ti cỏc k hng 37 Bng Cỏc nhúm tui ca khỏch hng 45 Bng C cu thu nhp ca khỏch hng 47 Bng Thng kờ s ln i siờu th ca khỏch hng 48 Bng Mụ t khỏch hng i siờu th 49 Bng a im mua hng húa ca khỏch hng 50 Bng 10 Loi hng húa m khỏch hng thng mua ti siờu th 51 Bng 11 Ngun cung cp thụng tin v sn phm 52 SVTH: on ch Trang vi Khúa lun tt nghip GVHD: Ts Nguyn Th Minh Hũa Bng 12 Mi quan tõm ca khỏch hng quyt nh mua sn phm ti siờu th 53 Bng 13 Bin quan sỏt o lng b trớ sn phm 54 Bng 14 H s tin cy cỏc thnh phn b trớ sn phm 56 Bng 15 Bin quan sỏt o lng cụng c trng by sn phm 57 Bng 16 H s tin cy cỏc thnh phn cụng c trng by sn phm 57 Bng 17 Bin quan sỏt o lng khụng gian trng by sn phm 58 Bng 18 H s tin cy cỏc thnh phn khụng gian trng by sn phm 58 Bng 19 Bin quan sỏt o lng nhõn viờn 59 Bng 20 H s tin cy cỏc thnh phn nhõn viờn 59 Bng 21 H s KMO v kim nh Bartletts Test EFA ln 61 Bng 22 Tng s phng sai gii thớch chay EFA ln 62 Bng 23 Ma trn xoay ca cỏc nhõn t tin hnh EFA ln 63 Bng 24 H s KMO v kim nh Bartletts Test EFA ln 64 Bng 25 Tng s phng sai gii thớch chay EFA ln 65 Bng 26 Ma trn xoay ca cỏc nhõn t tin hnh EFA ln 66 Bng 27 Cỏc nhõn t rỳt sau EFA ln th 67 Bng 28 Kt qu kim nh Cronbach Alpha 68 Bng 29 Kim nh One Sample T-Test nhõn t B trớ sn phm 70 Bng 30 Kim nh One Sample T-Test nhõn t cụng c trng by sn phm 72 Bng 31 Kim nh One Sample T-Test nhõn t khụng gian trng by sn phm 73 Bng 32 Kim nh One Sample T-Test nhõn t nhõn viờn 75 Bng 33 ỏnh giỏ mc hi lũng ca khỏch hng v trng by hng húa ti siờu th Thun Thnh 75 Bng 35 Kim nh phng sai bng ca cỏc khỏch hng theo ngh nghip 78 Bng 36 Kt qu phõn tớch ANOVA ca cỏc nhúm khỏch hng theo ngh nghip 78 Bng 37 Kim nh phng sai bng ca cỏc khỏch hng theo mc thu nhp 79 Bng 38 Kt qu phõn tớch ANOVA ca cỏc nhúm khỏch hng theo mc thu nhp 79 DANH MC S S Quy trỡnh nghiờn cu: S C cu t chc b mỏy qun lý ca HTX-TMDV Thun Thnh 26 S B trớ cỏc k hng tng Siờu th Thun Thnh 35 S B trớ cỏc k hng tng ca siờu th Thun Thnh : 36 SVTH: on ch Trang vii GVHD: Ts Nguyn Th Minh Hũa Khúa lun tt nghip DANH MC T VIT TT HTX: Hp tỏc xó TM&DV: Thng mi v dch v VT: n v tớnh POP: Hiu ng trng by c bit DN: Doanh nghip TP: Thnh ph Line: Quy, k SVTH: on ch Trang viii GVHD: Ts Nguyn Th Minh Hũa Khúa lun tt nghip 2,4 63 1,8 09 1,1 59 ,86 ,72 ,66 ,59 ,57 10 ,50 11 ,47 12 ,35 13 ,32 14 ,25 SVTH: on ch 16,420 43,333 12,059 55,391 7,727 63,119 5,739 68,858 4,817 73,674 4,421 78,095 3,988 82,083 3,827 85,911 3,344 89,255 3,138 92,393 2,393 94,786 2,134 96,920 1,691 98,611 2,4 63 1,8 09 1,1 59 16,420 43,333 12,059 55,391 7,727 63,119 2,4 06 2,3 19 2,2 75 16,043 32,496 15,459 47,955 15,164 63,119 Trang 109 GVHD: Ts Nguyn Th Minh Hũa Khúa lun tt nghip 15 ,20 1,389 100,000 Extraction Method: Principal Component Analysis Rotated Component Matrix(a) Component Cach sap xep de tim kiem sp ,798 Mat hang hoa tren quay phu hop ,792 Mau sac sp da dang ,731 Hang hoa duoc trung bay gon gang dep mat ,674 Chieu cao cac gia vua tam nhin ,840 Gia va thong tin sp duoc niem yet cu the ,723 Mat cac ke hang vua du ,677 Sd dung cu trug bay dung cach ,634 ,372 Vi tri cac gia hang quay thich hop ,819 Trang tri dep, bat mat ,719 Loi di rong rai thuan tien ,695 Khong gian cua hang thoang ,694 NV: An mac dep lich su ,871 NV: So luong NV vua du ,813 NV: Nhiet tinh chu dao ,812 Extraction Method: Principal Component Analysis SVTH: on ch Trang 110 GVHD: Ts Nguyn Th Minh Hũa Khúa lun tt nghip Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations Kim nh One Sample T- Test cho cỏc nhõn t mi One-Sample Statistics Std N Mean Std Error Deviation Mean F1 153 3,6438 ,71904 ,05813 F2 153 3,6683 ,59936 ,04846 F3 153 3,4346 ,61020 ,04933 F4 153 3,9150 ,81965 ,06626 One-Sample Test Test Value = 95% Confidence Interval of the Mean t df Sig (2-tailed) Difference Difference Lower Upper F1 11,075 152 ,000 ,64379 ,5289 ,7586 F2 13,792 152 ,000 ,66830 ,5726 ,7640 F3 8,811 152 ,000 ,43464 ,3372 ,5321 F4 13,809 152 ,000 ,91503 ,7841 1,0460 One-Sample Test SVTH: on ch Trang 111 GVHD: Ts Nguyn Th Minh Hũa Khúa lun tt nghip Test Value = 95% Confidence Interval of the t df Difference Sig (2- Mean tailed) Difference Lower Upper F1 -6,128 152 ,000 -,35621 -,4711 -,2414 F2 -6,845 152 ,000 -,33170 -,4274 -,2360 F3 -11,460 152 ,000 -,56536 -,6628 -,4679 F4 -1,282 152 ,202 -,08497 -,2159 ,0460 Thng kờ mụ t cho cỏc thang o xut Statistics N Mean Std Error of Std Mean Deviation Valid Missing Mat hang hoa tren quay 153 3,70 ,079 ,974 Mau sac sp da dang 153 3,81 ,070 ,872 Cach sap xep de tim kiem sp 153 3,47 ,072 ,889 153 3,59 ,076 ,935 153 3,69 ,062 ,772 153 3,81 ,066 ,817 phu hop Hang hoa duoc trung bay gon gang dep mat Sd dung cu trug bay dung cach Chieu cao cac gia vua tam nhin SVTH: on ch Trang 112 GVHD: Ts Nguyn Th Minh Hũa Khúa lun tt nghip Gia va thong tin sp duoc niem 153 3,49 ,057 ,708 Mat cac ke hang vua du 153 3,68 ,068 ,840 Loi di rong rai thuan tien 153 3,69 ,068 ,837 Khong gian cua hang thoang 153 3,39 ,068 ,845 Phong nen cua hang phu hop 153 3,19 ,082 1,011 153 3,39 ,073 ,898 Trang tri dep, bat mat 153 3,26 ,053 ,657 NV: So luong NV vua du 153 3,85 ,074 ,916 NV: Nhiet tinh chu dao 153 3,92 ,080 ,984 NV: Am hieu ve san pham 153 3,89 ,080 ,990 NV: An mac dep lich su 153 3,97 ,079 ,973 153 3,63 ,076 ,937 yet cu the Vi tri cac gia hang quay thich hop Muc hai long trung bay cua sieu thi Mat hang hoa tren quay phu hop Cumulative Frequency Valid Percent Valid Percent Percent HT ko dong y 2,0 2,0 2,0 ko dong y 3,9 3,9 5,9 Trung lap 66 43,1 43,1 49,0 Dong y 37 24,2 24,2 73,2 HT dong y 41 26,8 26,8 100,0 153 100,0 100,0 Total SVTH: on ch Trang 113 GVHD: Ts Nguyn Th Minh Hũa Khúa lun tt nghip Mau sac sp da dang Cumulative Frequency Valid Percent Valid Percent Percent HT ko dong y ,7 ,7 ,7 ko dong y 2,0 2,0 2,6 Trung lap 60 39,2 39,2 41,8 Dong y 49 32,0 32,0 73,9 HT dong y 40 26,1 26,1 100,0 153 100,0 100,0 Total Cach sap xep de tim kiem sp Cumulative Frequency Valid HT ko dong y Percent Valid Percent Percent 2,0 2,0 2,0 ko dong y 16 10,5 10,5 12,4 Trung lap 56 36,6 36,6 49,0 Dong y 62 40,5 40,5 89,5 HT dong y 16 10,5 10,5 100,0 153 100,0 100,0 Total Hang hoa duoc trung bay gon gang dep mat Cumulative Frequency Valid HT ko dong y ko dong y SVTH: on ch Percent Valid Percent Percent 2,0 2,0 2,0 12 7,8 7,8 9,8 Trang 114 GVHD: Ts Nguyn Th Minh Hũa Khúa lun tt nghip Trung lap 56 36,6 36,6 46,4 Dong y 55 35,9 35,9 82,4 HT dong y 27 17,6 17,6 100,0 153 100,0 100,0 Total Sd dung cu trug bay dung cach Cumulative Frequency Valid Percent Valid Percent Percent HT ko dong y 1,3 1,3 1,3 ko dong y 2,0 2,0 3,3 Trung lap 55 35,9 35,9 39,2 Dong y 73 47,7 47,7 86,9 HT dong y 20 13,1 13,1 100,0 153 100,0 100,0 Total Chieu cao cac gia vua tam nhin Cumulative Frequency Valid Percent Valid Percent Percent HT ko dong y ,7 ,7 ,7 ko dong y 1,3 1,3 2,0 Trung lap 56 36,6 36,6 38,6 Dong y 60 39,2 39,2 77,8 HT dong y 34 22,2 22,2 100,0 153 100,0 100,0 Total Gia va thong tin sp duoc niem yet cu the SVTH: on ch Trang 115 GVHD: Ts Nguyn Th Minh Hũa Khúa lun tt nghip Cumulative Frequency Valid Percent Valid Percent Percent HT ko dong y ,7 ,7 ,7 ko dong y 5,9 5,9 6,5 ko y kien 64 41,8 41,8 48,4 Dong y 72 47,1 47,1 95,4 4,6 4,6 100,0 153 100,0 100,0 HT dong y Total Mat cac ke hang vua du Cumulative Frequency Valid Percent Valid Percent Percent HT ko dong y 1,3 1,3 1,3 ko dong y 5,2 5,2 6,5 Trung lap 50 32,7 32,7 39,2 Dong y 70 45,8 45,8 85,0 HT dong y 23 15,0 15,0 100,0 153 100,0 100,0 Total Loi di rong rai thuan tien Cumulative Frequency Valid Percent Valid Percent Percent HT ko dong y 1,3 1,3 1,3 ko dong y 4,6 4,6 5,9 Trung lap 51 33,3 33,3 39,2 SVTH: on ch Trang 116 GVHD: Ts Nguyn Th Minh Hũa Khúa lun tt nghip Dong y 69 45,1 45,1 84,3 HT dong y 24 15,7 15,7 100,0 153 100,0 100,0 Total Khong gian cua hang thoang Cumulative Frequency Valid HT ko dong y Percent Valid Percent Percent 3,3 3,3 3,3 ko dong y 14 9,2 9,2 12,4 Trung lap 57 37,3 37,3 49,7 Dong y 70 45,8 45,8 95,4 4,6 4,6 100,0 153 100,0 100,0 HT dong y Total Phong nen cua hang phu hop Cumulative Frequency Valid HT ko dong y Percent Valid Percent Percent 2,0 2,0 2,0 ko dong y 38 24,8 24,8 26,8 Trung lap 58 37,9 37,9 64,7 Dong y 35 22,9 22,9 87,6 HT dong y 19 12,4 12,4 100,0 153 100,0 100,0 Total Vi tri cac gia hang quay thich hop Frequency SVTH: on ch Percent Valid Percent Cumulative Trang 117 GVHD: Ts Nguyn Th Minh Hũa Khúa lun tt nghip Percent Valid HT ko dong y 3,9 3,9 3,9 ko dong y 5,9 5,9 9,8 Trung lap 73 47,7 47,7 57,5 Dong y 49 32,0 32,0 89,5 HT dong y 16 10,5 10,5 100,0 153 100,0 100,0 Total Trang tri dep, bat mat Cumulative Frequency Valid HT ko dong y Percent Valid Percent Percent ,7 ,7 ,7 ko dong y 11 7,2 7,2 7,8 Trung lap 92 60,1 60,1 68,0 Dong y 45 29,4 29,4 97,4 2,6 2,6 100,0 153 100,0 100,0 HT dong y Total NV: So luong NV vua du Cumulative Frequency Valid Percent Valid Percent Percent HT ko dong y 1,3 1,3 1,3 ko dong y 5,2 5,2 6,5 Trung lap 41 26,8 26,8 33,3 Dong y 62 40,5 40,5 73,9 SVTH: on ch Trang 118 GVHD: Ts Nguyn Th Minh Hũa Khúa lun tt nghip HT dong y Total 40 26,1 26,1 153 100,0 100,0 100,0 NV: Nhiet tinh chu dao Cumulative Frequency Valid HT ko dong y Percent Valid Percent Percent 1,3 1,3 1,3 ko dong y 12 7,8 7,8 9,2 Trung lap 32 20,9 20,9 30,1 Dong y 57 37,3 37,3 67,3 HT dong y 50 32,7 32,7 100,0 153 100,0 100,0 Total NV: Am hieu ve san pham Cumulative Frequency Valid Percent Valid Percent Percent HT ko dong y 2,6 2,6 2,6 ko dong y 2,6 2,6 5,2 Trung lap 48 31,4 31,4 36,6 Dong y 46 30,1 30,1 66,7 HT dong y 51 33,3 33,3 100,0 153 100,0 100,0 Total NV: An mac dep lich su Cumulative Frequency SVTH: on ch Percent Valid Percent Percent Trang 119 GVHD: Ts Nguyn Th Minh Hũa Khúa lun tt nghip Valid HT ko dong y 1,3 1,3 1,3 ko dong y 5,9 5,9 7,2 Trung lap 35 22,9 22,9 30,1 Dong y 52 34,0 34,0 64,1 HT dong y 55 35,9 35,9 100,0 153 100,0 100,0 Total Muc hai long trung bay cua sieu thi Cumulative Frequency Valid Rat ko hai long Percent Valid Percent Percent 2,0 2,0 2,0 ko hai long 11 7,2 7,2 9,2 Trung lap 54 35,3 35,3 44,4 Hai long 56 36,6 36,6 81,0 Rat hai long 29 19,0 19,0 100,0 153 100,0 100,0 Total Phõn tớch phng sai One-way ANOVA 6.1 Phõn tớch phng sai theo ngh nghp Test of Homogeneity of Variances Muc hai long trung bay cua sieu thi Levene Statistic df1 ,557 df2 148 Sig ,694 ANOVA Muc hai long trung bay cua sieu thi SVTH: on ch Trang 120 GVHD: Ts Nguyn Th Minh Hũa Khúa lun tt nghip Sum of Squares Between Groups df Mean Square 2,982 ,745 Within Groups 130,522 148 ,882 Total 133,503 152 F Sig ,845 ,499 Multiple Comparisons Dependent Variable: Muc hai long trung bay cua sieu thi Bonferroni (I) Nghe nghiep (J) Nghe nghiep Mean Difference (I-J) Std Error Sig 95% Confidence Interval Lower Bound HSSV CBCNVC Buon ban CN-ND Khac Upper Bound CBCNVC -,055 ,190 1,000 -,60 ,49 Buon ban -,208 ,217 1,000 -,83 ,41 CN-ND -,384 ,257 1,000 -1,12 ,35 Khac -,489 ,490 1,000 -1,89 ,91 HSSV ,055 ,190 1,000 -,49 ,60 Buon ban -,153 ,210 1,000 -,75 ,45 CN-ND -,329 ,251 1,000 -1,04 ,39 Khac -,434 ,487 1,000 -1,82 ,95 HSSV ,208 ,217 1,000 -,41 ,83 CBCNVC ,153 ,210 1,000 -,45 ,75 CN-ND -,176 ,272 1,000 -,95 ,60 Khac -,281 ,498 1,000 -1,70 1,14 HSSV ,384 ,257 1,000 -,35 1,12 CBCNVC ,329 ,251 1,000 -,39 1,04 Buon ban ,176 ,272 1,000 -,60 ,95 Khac -,105 ,517 1,000 -1,58 1,37 HSSV ,489 ,490 1,000 -,91 1,89 CBCNVC ,434 ,487 1,000 -,95 1,82 Buon ban ,281 ,498 1,000 -1,14 1,70 SVTH: on ch Trang 121 GVHD: Ts Nguyn Th Minh Hũa Khúa lun tt nghip CN-ND ,105 ,517 1,000 -1,37 1,58 6.2 Phõn tớch phng sai theo thu nhp Test of Homogeneity of Variances Muc hai long trung bay cua sieu thi Levene Statistic df1 df2 ,498 Sig 149 ,685 ANOVA Muc hai long trung bay cua sieu thi Sum of Squares Between Groups Mean Square df 3,401 1,134 Within Groups 130,102 149 ,873 Total 133,503 152 F 1,298 Sig ,277 Multiple Comparisons SVTH: on ch Trang 122 GVHD: Ts Nguyn Th Minh Hũa Khúa lun tt nghip Dependent Variable: Muc hai long trung bay cua sieu thi Bonferroni (I) Thu nhap (J) Thu nhap Mean Difference (I-J) Std Error Sig 95% Confidence Interval Upper Bound 10 tr 2-5 tr -,266 ,181 ,865 -,75 ,22 5-10 tr ,068 ,202 1,000 -,47 ,61 >10 tr ,043 ,487 1,000 -1,26 1,35 10 tr ,310 ,482 1,000 -,98 1,60 10 tr -,025 ,490 1,000 -1,34 1,29