Nghiên cứu các yếu tố ảnh hưởng đến quyết định tiêu dùng sữa bột cho trẻ em dưới 4 tuổi tại tỉnh bình định

GI Ờ G I HỌ H H H HỐ HỒ H I H HỊ H ỐẢ HH Ở G NGHIÊN CỨU I I H G SỮA H ẺE I Ỉ H Ì H Ị H H ố Hồ S I H – 2016 Q ỚI Ị H ỔI GI Ờ G I HỌ I H H H HỐ HỒ H I H HỊ H ỐẢ HH Ở G NGHIÊN CỨU I H G SỮA H ẺE Q ỚI Ị H ỔI I Ỉ H Ì H Ị H :Q ị H ố: 60340102 H S I H ọ : TS NGÔ QUANG HUÂN ố Hồ Minh - 2016 ỜI A A ***** T N n c u c c yếu tố ản ưởn đến địn t u dùn sữa bột c o trẻ em dướ tuổ tạ tỉn Bìn Địn ” K T M T ị 2016 T L M Danh T H G 1: Ổ G Q A GHI Ứ 1.1 L 1.2 M 1.3 Phạ 1.4 P ng 1.5 K H G 2: SỞ H HÌ H GHI Ứ 2.1 2.1.1 M 2.1.1.1 K 2.1.1.2 M 2.1 T 2.1.2 Q 2.1.2.1 K 2.1.2.2 K 2.1.2.3 Q 2.1.2.4 M 2.1.2.5 15 2.2 Các nghiên c u n y u t n quy nh mua s a 15 2.3 M gi thuy Tóm t t H 20 25 G 3: H G H GHI Ứ 26 26 3.1 P 26 3.1.1 Quy trình nghiên c u 26 3.1 P u 27 3.1.2.1 Nghiên 28 3.1.2.2 Nghiên c u th c 28 3.2 Xây d 32 Tóm t t 36 G 4: CH Q Ả GHI Ứ 37 37 4.1 T 4.1.1 L 4.1.2 M 37 37 37 4.2 P 4.2.1 P 39 bi c l p 39 4.2.2 P bi n ph thu c 41 4.3 Phân 42 4.3.1 P 42 4.3.2 P 45 4.3 Đ u chỉnh mô hình gi thuy t nghiên c u 46 4.4 K 46 4.4.1 P u 4.4.2 Ph 47 47 4.4.3 K 49 4.4.4 51 4.5 P 53 4.5 t 53 4.5 54 4.5 55 4.5 57 4.5 58 4.5 58 Tóm t t H G 5: 5.1 Tóm t t k 60 H GHI Ứ 61 61 5.2 Đ hàm ý qu n tr 63 5.2.1 Đ 63 5.2.2 Đ 64 5.3 64 5.4 A H H 65 I I HA HẢ A H Ả G 1: T 26 2: T 32 3: T L 33 ch 4: T 33 5: T 6: T T -BB) 34 N 7: T 35 T 35 8: T Q 36 1: M 38 2: K 40 3: K 41 4: K B ng 4.5: K t qu bi B ng 4.6: K t qu phân tích EFA l n cho B ng 4.7: K t qu B ng 4.8: Ma tr 9: 42 c l p 43 bi c l p 44 n ph thu c 45 a bi n 47 ỉ hình 48 10: K 48 11: 48 12: K 13: K 14: K 53 NOV 54 54 15: K 16: K 55 NOV B ng 4.17: S khác bi t gi n 56 h cv n quy 18: K 19: K 57 NOV 57 20: K 21: K 58 NOV i 58 22: K ng 4.23: K nh tiêu dùng s a b t 56 59 NOV chi tiê 59 DA H HÌ H 1: M 2: M 3: 4: M 5: M 6: M 10 u c a Suroto c ng s (2013) 16 M R 2012 17 7: M a Lê Th Thu Trang Tr n Nguy n Toàn Trung (2014) 18 Hình 2.8: Mô hình nghiên c u c a Nguy n Th Mai Dung (2012) 18 Hình 2.9: Mô hình nghiên c u c a Nguy n Th Thanh Nga (2014) 19 Hình 2.10: Mô hình nghiên c u c a Chu Nguy n M ng Ng c Phạm T n Nh t (2013) 20 Hình 2.11: Mô hình nghiên c 1: Q xu t 25 26 4.1: Mô hình nghiên c u hi u chỉnh 46 2:Đ 3: 52 52 H ộ 4: Q Ả H H HẢ S ổ Valid Frequency 42 138 63 243 18 - 25 26 - 35 35 Total DO_TUOI Percent Valid Percent Cumulative Percent 17.3 17.3 17.3 56.8 56.8 74.1 25.9 25.9 100.0 100.0 100.0 Gớ GIOI_TINH Frequency Percent Valid Percent 39 16.0 16.0 204 84.0 84.0 243 100.0 100.0 Valid Nam N Total ì độ ẳ Valid ẳ Total Cumulative Percent 16.0 100.0 ề TRINH_DO Frequency Percent Valid Percent Cumulative Percent 58 23.9 23.9 23.9 145 59.7 59.7 83.5 40 16.5 16.5 100.0 243 100.0 100.0 ệ NGHE_NGHIEP Frequency Percent Valid Percent Cumulative Percent 45 18.5 18.5 18.5 Valid thông/công nhân Khác Total 78 93 27 243 32.1 38.3 11.1 100.0 32.1 38.3 11.1 100.0 50.6 88.9 100.0 ậ THU_NHAP Valid 2-4 4-6 Total Frequency Percent 15 6.2 68 28.0 86 35.4 74 30.5 243 100.0 / / / / Valid Percent 6.2 28.0 35.4 30.5 100.0 Cumulative Percent 6.2 34.2 69.5 100.0 Chi tiêu CHI_TIEU Valid 200 200 - 400 400 - 600 600 Total / / / / Frequency Percent 2.9 81 33.3 103 42.4 52 21.4 243 100.0 Valid Cumulative Percent Percent 2.9 2.9 33.3 36.2 42.4 78.6 21.4 100.0 100.0 H đ 5: ô H GI ụ I A HA G ẩ Reliability Statistics Cronbach's Alpha N of Items 830 Item-Total Statistics Scale Mean if Scale Variance Corrected Item-Total Cronbach's Alpha if Item Deleted if Item Deleted Correlation Item Deleted CD1 16.33 2.511 710 771 CD2 16.46 2.968 430 849 CD3 16.44 2.785 585 807 CD4 16.38 2.724 620 798 CD5 16.40 2.423 811 740 đ l ợ ẩ Reliability Statistics Cronbach's Alpha N of Items 781 Item-Total Statistics Scale Mean if Scale Variance Corrected ItemItem Deleted if Item Deleted Total Correlation CL1 11.99 1.612 546 CL2 12.10 1.572 694 CL3 12.24 1.672 531 CL4 12.05 1.680 585 Thang đ G ẩ Reliability Statistics Cronbach's Alpha N of Items 735 Cronbach's Alpha if Item Deleted 750 673 756 728 Scale Mean if Item Deleted GC1 GC2 GC3 GC4 Item-Total Statistics Scale Variance Corrected Itemif Item Deleted Total Correlation 11.82 1.587 518 680 12.04 1.581 480 700 11.93 1.475 563 653 11.96 1.433 544 664 đ ệ ì ẩ Reliability Statistics Cronbach's Alpha N of Items 842 Item-Total Statistics Scale Mean if Scale Variance Corrected ItemItem Deleted if Item Deleted Total Correlation TH1 20.37 4.590 423 TH2 20.33 3.999 719 TH3 20.53 4.490 535 BB1 20.44 4.330 587 BB2 20.44 4.165 737 BB3 20.42 3.979 752 đ Cronbach's Alpha if Item Deleted ó Cronbach's Alpha if Item Deleted 856 796 832 823 795 789 Reliability Statistics Cronbach's Alpha N of Items 338 Item-Total Statistics Scale Mean if Scale Variance Corrected ItemItem Deleted if Item Deleted Total Correlation NAH1 9.96 2.556 210 NAH2 10.10 2.638 143 NAH3 10.08 2.775 026 NAH4 10.46 2.068 371 Cronbach's Alpha if Item Deleted 243 315 460 027 đ ị Reliability Statistics Cronbach's Alpha N of Items 820 Item-Total Statistics Scale Mean if Scale Variance if Corrected Item- Cronbach's Alpha Item Deleted Item Deleted Total Correlation if Item Deleted CT1 20.63 3.862 419 825 CT2 20.49 3.251 763 751 CT3 20.53 3.613 587 791 CT4 20.49 3.730 510 807 CT5 20.58 3.517 604 787 CT6 20.47 3.399 636 780 đ Q đị Reliability Statistics Cronbach's Alpha N of Items 717 QD1 QD2 QD3 QD4 QD5 QD6 Item-Total Statistics Scale Mean if Scale Variance if Corrected Item- Cronbach's Alpha Item Deleted Item Deleted Total Correlation if Item Deleted 19.56 2.785 594 631 19.66 2.953 509 660 19.77 3.002 478 669 19.65 3.048 495 665 20.40 3.620 119 771 19.72 2.816 538 649 â lầ đ Q đị Reliability Statistics Cronbach's Alpha N of Items 771 QD1 QD2 QD3 QD4 QD6 Scale Mean if Item Deleted 16.20 16.30 16.42 16.29 16.36 Item-Total Statistics Scale Variance Corrected Itemif Item Deleted Total Correlation 2.286 643 2.502 512 2.559 473 2.588 500 2.315 583 Cronbach's Alpha if Item Deleted 692 739 752 743 714 H 6: Q Ả H H H Ố đ bi Phân tích nhân tố khám phá EFA cho H H EFA độc lập KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 806 Approx Chi-Square 2755.545 Df 300 Sig .000 Rotated Component Matrix a Component BB3 860 BB2 844 TH2 814 BB1 710 TH3 656 TH1 497 346 CT2 856 CT5 738 CT6 718 CT3 655 CT4 612 CT1 598 304 CD5 879 CD4 753 CD1 747 CD3 685 CD2 586 301 GC3 772 GC4 735 GC2 727 GC1 628 CL2 875 CL4 CL1 417 340 721 304 CL3 628 345 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization .501 Total Variance Explained Component Extraction Sums of Squared Rotation Sums of Squared Loadings Loadings Initial Eigenvalues Total dimension0 % of Cumulative Variance % Total % of Cumulative Variance % Total % of Cumulative Variance % 6.196 24.783 24.783 6.196 24.783 24.783 3.534 14.137 14.137 2.837 11.346 36.129 2.837 11.346 36.129 3.439 13.756 27.893 2.495 9.980 46.110 2.495 9.980 46.110 3.281 13.125 41.018 2.005 8.019 54.128 2.005 8.019 54.128 2.397 9.589 50.607 1.501 6.004 60.133 1.501 6.004 60.133 2.381 9.526 60.133 995 3.980 64.113 886 3.543 67.656 810 3.242 70.898 784 3.135 74.033 10 676 2.704 76.737 11 652 2.609 79.346 12 632 2.527 81.873 13 607 2.430 84.303 14 585 2.341 86.644 15 502 2.010 88.654 16 454 1.817 90.471 17 394 1.574 92.045 18 372 1.490 93.535 19 316 1.263 94.798 20 282 1.128 95.927 21 239 957 96.884 22 220 881 97.764 23 206 825 98.589 24 199 796 99.385 25 154 615 100.000 Extraction Method: Principal Component Analysis Phân tích nhân tốt khám phá EFA lầ đ độc lập KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 801 Approx Chi-Square 2328.181 Df 231 Sig .000 Rotated Component Matrix a Component CT2 851 CT5 728 CT6 724 CT3 657 CT1 612 CT4 609 311 BB3 861 BB2 847 TH2 819 BB1 718 TH3 668 CD5 884 CD1 756 CD4 725 CD3 705 CD2 602 CL2 840 CL4 CL1 309 333 767 638 GC3 794 GC4 771 GC2 717 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations Total Variance Explained Component Extraction Sums of Squared Rotation Sums of Squared Loadings Loadings Initial Eigenvalues Total dimension0 % of Cumulative Variance % Total % of Cumulative Variance % Total % of Cumulative Variance % 5.670 25.772 25.772 5.670 25.772 25.772 3.334 15.155 15.155 2.667 12.121 37.893 2.667 12.121 37.893 3.288 14.944 30.099 2.366 10.756 48.649 2.366 10.756 48.649 3.182 14.465 44.564 1.617 7.350 55.999 1.617 7.350 55.999 2.023 9.193 53.757 1.462 6.645 62.644 1.462 6.645 62.644 1.955 8.887 62.644 905 4.114 66.758 800 3.635 70.393 726 3.300 73.693 707 3.215 76.908 10 660 2.999 79.907 11 619 2.816 82.723 12 581 2.642 85.364 13 522 2.371 87.735 14 459 2.088 89.822 15 414 1.881 91.703 16 373 1.694 93.397 17 341 1.552 94.949 18 271 1.233 96.183 19 245 1.116 97.298 20 225 1.021 98.319 21 208 944 99.263 22 162 737 100.000 Extraction Method: Principal Component Analysis Phân tích nhân tố khám phá EFA cho đ bi n phụ thuộc KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi-Square Sphericity Df Sig .766 300.106 10 000 Total Variance Explained Component Initial Eigenvalues Total dimension0 % of Variance Extraction Sums of Squared Loadings Cumulative % 2.615 52.297 52.297 791 15.828 68.125 649 12.981 81.106 575 11.492 92.598 370 7.402 100.000 Total 2.615 % of Variance 52.297 Extraction Method: Principal Component Analysis Component Matrixa Component QD1 806 QD6 763 QD2 696 QD4 684 QD3 655 Extraction Method: Principal Component Analysis a components extracted Cumulative % 52.297 Ị H I PH L C 7: K T QUẢ KIỂ HA G đ ô A H’S A C L P MỚI HA ỐI VỚI CÁC ụng s n phẩm Reliability Statistics Cronbach's Alpha N of Items 830 Item-Total Statistics Scale Mean if Scale Variance Corrected Item-Total Cronbach's Alpha if Item Deleted if Item Deleted Correlation Item Deleted CD1 16.33 2.511 710 771 CD2 16.46 2.968 430 849 CD3 16.44 2.785 585 807 CD4 16.38 2.724 620 798 CD5 16.40 2.423 811 740 Ch l ợng s n phẩm Reliability Statistics Cronbach's Alpha N of Items 756 Item-Total Statistics Corrected Item- Cronbach's Scale Mean if Scale Variance Total Alpha if Item Item Deleted if Item Deleted Correlation Deleted CL1 8.11 798 555 714 CL2 8.22 874 574 686 CL4 8.16 830 633 621 đ Gá ẩ Reliability Statistics Cronbach's Alpha N of Items 680 Item-Total Statistics Corrected Item- Cronbach's Scale Mean if Scale Variance Total Alpha if Item Item Deleted if Item Deleted Correlation Deleted GC2 7.94 893 430 663 GC3 7.84 799 535 531 GC4 7.86 762 518 553 đ ệ ì ẩ Reliability Statistics Cronbach's Alpha N of Items 856 Item-Total Statistics Corrected Item- Cronbach's Scale Mean if Scale Variance Total Alpha if Item Item Deleted if Item Deleted Correlation Deleted TH2 16.19 2.876 727 811 TH3 16.40 3.281 548 856 BB1 16.30 3.155 593 846 BB2 16.31 3.032 737 810 BB3 16.28 2.872 753 803 đ ị Reliability Statistics Cronbach's Alpha N of Items 820 Item-Total Statistics Scale Mean if Scale Variance if Corrected Item- Cronbach's Alpha Item Deleted Item Deleted Total Correlation if Item Deleted CT1 20.63 3.862 419 825 CT2 20.49 3.251 763 751 CT3 20.53 3.613 587 791 CT4 20.49 3.730 510 807 CT5 20.58 3.517 604 787 CT6 20.47 3.399 636 780 H 8: Q Ả H H GQ A HỒI Q H â q ô ì Correlations Y Y X1 Pearson Correlation 495 Sig (2-tailed) N X1 X2 495 000 N 243 X3 243 243 243 243 243 106 102 * 245** 100 112 029 000 243 243 243 243 * * 108 019 046 093 243 000 100 N 243 243 243 243 243 102 * 024 010 Sig (2-tailed) 009 112 019 707 879 N 243 243 243 243 243 243 ** * * 024 245** 179 366 140 151 128 Sig (2-tailed) 000 029 046 707 N 243 243 243 243 243 243 ** ** 108 010 ** Pearson Correlation 453 245 000 245 Sig (2-tailed) 000 000 093 879 000 N 243 243 243 243 243 * Correlation is significant at the 0.05 level (2-tailed) â q Model Summaryb Model R 128 243 ** Correlation is significant at the 0.01 level (2-tailed) 151 140 ** Pearson Correlation X5 453** 000 Sig (2-tailed) Pearson Correlation X4 366 000 106 350 179 X5 ** 006 ** Pearson Correlation 350 X4 ** 000 ** Sig (2-tailed) X3 ** 000 243 Pearson Correlation X2 ** R Square 728a Adjusted R Std Error of the Square Estimate 530 a Predictors: (Constant), X5, X3, X2, X4, X1 b Dependent Variable: Y 520 89640 243 ANOVAb Model Sum of Squares df Mean Square Regression 214.875 42.975 Residual 190.548 237 804 Total 405.423 242 F 53.451 Sig .000a a Predictors: (Constant), X5, X3, X2, X4, X1 b Dependent Variable: Y Coefficientsa Model Unstandardized Standardized Coefficients Coefficients B Std Error (Constant) 007 825 X1 354 048 X2 397 X3 Beta Collinearity Statistics t Sig Tolerance VIF 009 993 360 7.414 000 919 1.088 079 293 5.010 000 952 1.051 131 068 091 1.929 035 967 1.034 X4 195 045 212 4.369 000 924 1.083 X5 196 034 288 5.824 000 889 1.125 ... gi thuy t nghiên c u 46 4. 4 K 46 4. 4.1 P u 4. 4.2 Ph 47 47 4. 4.3 K 49 4. 4 .4 51 4. 5 P 53 4. 5 t 53 4. 5 54 4.5 55 4. 5 57 4. 5 ... 37 4. 1 T 4. 1.1 L 4. 1.2 M 37 37 37 4. 2 P 4. 2.1 P 39 bi c l p 39 4. 2.2 P bi n ph thu c 41 4. 3 Phân 42 4. 3.1 P 42 4. 3.2 P 45 4. 3 Đ u chỉnh... ng 4. 7: K t qu B ng 4. 8: Ma tr 9: 42 c l p 43 bi c l p 44 n ph thu c 45 a bi n 47 ỉ hình 48 10: K 48 11: 48 12: K 13: K 14: K 53 NOV 54 54