Nghiên cứu ảnh hưởng của thị hiếu người tiêu dùng trong việc lựa chọn phương thức quảng cáo ở việt nam 002

"' , VA' DAOT~ ' BQ GIAOD"(JC , , ' , , , HQC KINH TE THANH PHO HO CHI MINH ' ~ TRUONG D~I BiJI VAN DANH NGHIEN ,CUU ANH Ht1ng quang cao nhtt quang C·aO tren toan cdu Va dja phttdng h6a [28], van h6a quiing cao [5], blnh lu~n v~ qmlng cao [25] E>ay la nhung d~ tai v8 111oi tntong ho~t d9ng quiing cao, khong lien quan trgc tie"p de"n d~ tai lu~n an Ia nghien cl1u v~ thi hie'u cua ngttC1i tieu dung dcii vOi cac m~u quiing cao M~ t khac, de"n v~n chua c6 nhi~u nghien cuu v~ ngttoi tieu dung Vic$t Nam va ngu'C1i sti' dt,mg cac phu'dng tic$n truy~n thong d Vic$t Nam Dang chu y la m9t sci khiio sat v~ ngttoi tieu dung nh~m vao m9t sci dcii ttt!nh 10/08/1989 81 Le Trung Kien, TX Tuy Hoa 057.826057 36 Phu Yen 70 Tdn Phu, TP Nha Trang 058.825158 Khanh Hoa 03/04/1975 37 060.862544 258A Phan Dlnh Phung Kon Tum 30111/1991 38 SOTT ~ ') 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 Gia·L~ f)i{kLii:k LamDdng Ninh Thu~n Blnh Thu~n Blnh Phttdc Blnh Dttdng TayNinh DdngNai BR-VTau TP.HCM LongAn Ti6n Giang Be"n Tre DdngThap An Giang VInhLong · Tra Vinh C~n Thd Soc Trang B?c Lieu Kien Giang CaMau 10/11/1976 01/0511975 1110711978 01:/04/1992 05/05/1977 01/01/1997 02/10/1977 0111111977 19/11/1976 13/08/1981 01105/1975 13/0111978 11106/1976 07/03/1977 02/09/1977 02/09/1977 22/12/1997 01/05/1992 30/0411975 11/0411992 01/0111997 02/0911977 04/0711977 D Ly Thai Td, TP Pleiku 059.824221 Nguyen Ta't Thanh, TP BMT 050.852544 10 Tcln Hlfng fJng tin so ve mau nghien cU'u TINH, THA.NHPHO TONG SO PHit'U KHAOSAT Hi\ N(li Hue Nha Trang Kontum Gia Lai DakLak Ba R!a- Viing'Tau 1P H6 Chi Minh C~n Thcl Kien Giang 10 T&ng cl}ng 280 96 116 45 59 42 88 250 36 60 TT TT TINH, THANHPHO Hil N(li Hue Nha Trang Kontum GiaLai DakLak Ba Rja- Viing Tau 1P HO Chi Minh Tho C~n 10 Kien Giang Tlfngcl}ng Tj/f(%) Nl)i thimh TPIOn j 238 54 0 148 17 468 43.7 TTGIADiNH Dl}c Dii' 14p than GD (%) 26.1 9.0 10.8 4.2 5.6 113 52 69 22 25 18 34 109 18 26 23 34 24 54 141 18 34 25 24 15 26 87 26 181 91 52 20 35 27 62 163 34 34 100% 486 45.3 586 54.7 373 34.8 699 65.2 5.5 3.9 8.2 23.3 3.4 1072 Tjlf(%) so GldiTINH Nam Nif TYLt 167 15 55 45 27 24 29 59 53 10 44 47 NOI SONG NHIEU NHA T Ngol}ithlmh Tirth.l~ TMn TP Ion TX, T.Tr que 25 99 64 Vungsau, vt'mg xa 31 25 0 17 0 73 35 52 340 4.9 31.7 168 15.7 24 29 0 I 17 10 44 4.1 Dtffft 20 D1 tri~u>2 tri~u tri~u tri~u d tri~u d 32 122 31 334 0.9 NGHENGHIJ;:P Nha b8o; · N(li trq, CNV ngoai QD Van ng si ngh~tfdo 12 50 24 15 10 38.1 36 16 12 '• 39.2 72 44 45 60 24 20 42flr $].6 137 1\'ha doanh 63 553 90 121 87 33 HQcsinh, CNVC sinh vicn Nha mtoc 119 94 29 127 24 52 24 45 25 63 151 'rrcn ~ihQC 0 32 3.0 > tri~u 26 7 47 4.4 5 iO 43 4.0 23 46 10 180 16.8 Utm nong I 33 3.1 Plwluc 14: so 'riNH, IT THANHPHO Hll Nqi Hue' Nha Trang Kontum Gia !-ai DakLak Bii Iqa- Viing Tau TP H6 chi Mjnh dn'llld 10 Kien Giang Tli'ngcl)ng Tylf(%) so TINH, TT THANHPHO Ha Nqi Hue' Nha Trang Kontum Gia Lai DakLak Bii Rja- Viing Tau TP Hli Chi Minh dnTho 10 K.ien Giang Tli'ngcl)ng Tjl?(%) so K~t qua khao sat theo bang diu hoi phong vKn CAUl TONG II I PHI£U 23 280 40 93 79 68 78 46 23 96 2I IO 116 20 49 I9 28 27 30 10 I2 45 I ri 34 22 59 4 32 ]4 42 27 15 29 37 88 17 84 40 76 69 15 250 50 14 36 12 32 60 13 1072 155 376 196 345 248 112 100% 14.5 TONG PI:II1W 280 96 116 45 59 42 88 250 36 60 1072 100% 35.1 18.3 32 23 10.4 CAU2 CAU3 6 2g 27 30 95 9I II9 47 85 82 65 II 27 3I 40 II 20 20 48 35 32 45 23 19 2 22 2I I2 I4 IO I2 20 24 14 I8 16 15 19 11 12 10 33 18 22 22 21 I l(:i 58 25 40 87 8I 94 61 29 l7 13 12 2 13 29 13 21 6 73 83 136 424 317 310 39.4 213 184 62 ?~ 6.8 7.7 12.1 39.6 29;6 28.9 36.6 20 17.2 5.8 CAU4 CAU5 CAU6 CAU7 4 1 135 67 42 27 21 31 55 108 90 136 92 65 46 169 47 25 19 40 26 25 49 13 19 29 72 51 40 22 58 10 25 24 87 35 17 30 51 24 11 11 16 11 21 10 29 18 32 10 27 21 44 21 29 14 39 21 13 I I 17 ' 11 14 ' 10 23 16 27 18 68 43 39 47 29 11 20 132 74 24 24 110 48 24 15 61 174 69 47 62 116 16 11 20 12 18 29 35 28 10 11 10 44 21 14 30 90 533 279 167 122 395 311 244 335 497 106 134 150 215 707 35 -,~ 8.4 49.7 26.0 16 11 36.8 29.0 22.8 31 46.4 9.9 12.5 14.0 20 66.0 TINH, TT THANHPHO H.ii Nqi Hue' Nha Trang Kontum Gia Lai DakLak Ba Rja- Viing Tilu TP H6 Chi Minh dn '!bel 10 K.ien Giang Tongcl)ng Ty If (o/o) TONG PHlltU 280 96 116 45 59 4i 88 250 36 60 1072 CAU8 2 169 Ill 80 144 77 19 14 40 24 40 96 20 4I 12 44 15 28 14 73 I4 35 15 24 61 186 64 27 14 52 17 25 793 279 186 380 100% 74.0 26.0 17.4 35 22 10 39 91 8.5 CAU9 34 59 I I 14 0 I 0 10 31 17 I I CAU10 91 183 79 22 77 43 59 42 74 28 193 16 29 17i 795 64 13~ 6.0 12.3 16.0 74 0 140 33 27 90 35 14 42 58 26 1I I9 22 21 17 11 13 I 25 43 53 139 47 23 I4 20 24 317 477 196 15 II 12 11 11 82 0.6 29.6 44.5 18.3 7.6 so T0NG PHI£U TINH, TT THANHPHO HA N(li 280 96 I16 45 Hue' Nha Trang Kontum GiaLai DakLak Ba Rja- Vilng Tau TP Hd Chi Minh 9dn1bd 10 Ki!nGiang T6ngc(lng Tj[l(%) 59 42 88 250 36 60 6 190 73 78 29 18 18 67 1'70 30 46 3 62 14 32 12 35 16 14 76 23 0 I 3, 84 10 28 17 16 21 65 45 33 67 719 273 6.3 67.1 25.5 Nha Trang Kontum Gia Lai DakLak Ba Rja· Vung Tau TP HO Chi Minh Cin Thd 10 KienGiang Tllngc(lng PHI£U 280 96 116 45 59 42 132 37 36 l 16 3 Nba Trang Kontum Gia Lai DakLak Ba Rja- Vfing Tau TP HO Chi Minh Gl1n Thd 10 Kien Giang Tlfngc(lng , !'3 12 13 13 21 88 25 55 13 12 I I 280 164 96 71 116 64 45 23 59 33 42 33 88 61 250 189 36 23 60 32 Ha N(li Hue' 44 32 I4 14 15 57 0 0 10 10 18 10 56 32 11 17 0 0 0 36 242 346 180 183 3.4 22.6 32.3 16.8 17.1 10 0.9 23 2.1 10 11 12 118 23 17 I2 10 52 15 14 39 104 36 I l 38 33 I 11 25 18 I 25 26 58 14 46 I 28 37 16 16 72 8 82 102 308 0 13 18 11 30 98 I2 21 44 11 114 126 55 43 43 37 24 I8 26 29 15 22 47 35 121 95 18 15 69 30 1 3 250 36 60 TONG PHiiW TJNH, TT THANHPHO 1072 340 100% 31.7 Tj li (%) i 32 If CAU 12· 21 9 TONG TT THANHPHO HA N(li Hue' I7J li (%) 28 l 1072 100% 'SO TINH, so CAUll CAU 13 73 133 472 423 147 277 161 6.8 12.4 44.0 39.5 13.7 25.8 15.0 CAU14 49 I8 13 26 10 1I 17 35 11 0 1072 69J 179 100% M6 16.7 5 II8 36 46 12 19 20 15 56 IO I8 41 350 3.8 32.6 I7 105 38 11 60 49 95 40 29 I3 I6 I5 58 112 10 13 0 24 20 II 26 90 7 75 7.0 370 34.5 10 20 I5 3I 7 5 10 7.6 CAU 15 79 I6 I2 I2 22 17 32 67 9.5 28.7 43 13 I3 lO I4 I8 4I ~I 35 27 I2 35 79 13 I n 4 99 9.2 0.8 74 I2 22 I9 30 I I 5 149 401 272 Jfl" 298 181 13.9 37.4 25.4 15.4 27.8 16.9 13 1.2 11 s HA Nl)i Hue' Nba Trang Kontum Gia Lai DakLak BR-VT TP Hd Chi Minh dnTho 10 Kien Giang T6ngci)ng Tylj(%) so TINH, TT TIIANHPH6 HA N(li Hue' Nha Trang Kontum Gia Lai Dak Lak BR-VT TP Hd Chi Minh dnTho 10 KienGiang T6'ngci)ng Tjlf (%) so IT TONG TINH, 'IT THANHPHO TINH, THANHPH6 HaNqi Hue' Nha Trang Kontum Gia Lai DakLak BR-VT TP H6 Chi Minh alnTho 10 Kien Giang T6ngcqng Tj I?(%) PHI~l CAU 16 71 35 33 16 23 19 27 73 16 19 57 :?.80 96 116 45 17 21 14 59 13 42 88 250 36 60 13 33 17 99 27 33 12 16 37 85 16 52 17 30 20 21 59 8 1072 195 332 338 207 100% 18 31.0 31.5 19.3 TONG PHIEU 11 17 10 CAU17 62 22 24 21 21 15 20 46 10 20 88 261 8.2 24.3 169 48 54 14 21 50 157 16 24 559 52.1 28 23 27 12 37 13 52 13 19 25 36 6 CAU 18 II II 12 31 404 164 178 295 195 15.3 16.6 27.5 37.7 18.2 CAU 19 43 18 23 15 61 11 75 110 29 36 32 42 16 18 17 20 25 28 31 48 105 CAU20 280 119 143 104 195 166 133 33 30 58 62 60 28 79 58 58 49 20 11 15 32 96 29 26 21 51 43 16 17 -~ 68 116 38 31 18 74 47 40 24 11 27 12 36 16 18 45 21 26 28 21 17 4 16 16 11 24 44 30 25 24 20 13 18 59 26 36 25 10 -l2 29 25 17 26 25 23 25 15 14 30 88 49 38 57 57 56 44 21 12 12 25 19 45 250 141 123 74 69 90 79 172 203 174 108 41 33 42 69 16 36 18 16 26 19 19 60 35 20 15 41 46 10 18 35 39 18 1072 505 476 368 683 687 583 390 263 165 147 130 237 246 318 30 100% 47 44.4 34.3 63.7 64.1 54.4 36.4 24.5 15.4 13.7 12.1 22.1 22.9 ,.~ TONG PHIEL CAU21 280 Ill 96 47 116 49 45 11 59 19 42 10 88 57 250 162 36 16 60 - 23 15 66 23 21 13 5 10 21 );,• 1072 521 100% 49 33 24 72 11 His 244 9.8 22.8 I I I 64 6.0 CAU22 12 44 24 24 32 21 13 82 27 50 7 19 79 81 31 35 10 13 30 61 16 58 220 168 281 5.4 20.5 15.7 26.2 282 13 182 166 63 26 14 64 69 52 31 59 16 16 1 32 16 13 16 18 41 56 40 24 74 98 130 77 16 19 21 26 35 61 123 519 582 320 5.7 11.5 48.4 'i4.3 29.9 10 I l 24 67 13 10 24 51 I 10 25 16 17 15 13 10 15 12 11 37 25 19 16 ; 124 137 26 11.6 13 s6 TINH, Tf THANHPH6 HA N¢i Hue' ~ Nha Trang K.ontum GiaLai DakLak BR-VT 1P H6 Chf Minh dnTho 10 Kien Giang T6ngc.,ng Tjlf(%) s6 TINH, Tf THANHPH6 HA N¢i Hue' Nha Trang Kontum Gia Lai DakLak BR-VT 1P H6 Chi Minh dnTho 10 Kien Giang Tli'ngc~ TONG PHl~U 280 96 116 45 59 42 88 250 36 60 1072 100% TONG PHitU 280 96 116 45 59 42 88 250 36 60 107~ Tj If(%) s6 TINH, TT TIIANHPHO HA N¢i Hue' Nha Trang Kontum GiaLai DakLak BR-VT 1P H6 Chi Minh dnTho 10 Kien Giang T6ngc~ Tjlf(%) 100% TONG PHIEU 280 96 116 45 59 42 88 250 36 60 1072 100% CAU23 34 112 132 21 30 53 27 50 26 13 16 11 24 35 21 46 137 10 II 24 19 305 465 122 43.4 28.5 15 I i1.4 CAU26 84 47 16 16 17 13 7 4 10 13 12 35 I 56 187 14 52 177 5.2 17.4 16.5 CAU24 42 149 87 23 26 24 17 48 27 55 15 33 18 29 28 38 13 29 34 36 47 29 61 11 71 154 12 20 12 14 35 85 291 372 529 39.3 31.7 14 86 27.1 34.7 49.3 219 129 68 39 87 42 39 55 13 40 13 58 36 195 61 32 17 45 20 838 379 CAP27 157 13 98 42 28 57 26 14 22 31 21 10 18 14 38 14 120 44 66 13 27 szs 136 259 78.2 35.4 7.9 14.2 48.4 8.0 49.0 12.7 24.2 CAU32 CAU33 2 23 88 121 48 186 83 34 30 23 35 15 46 13 31 50 22 82 30 31 30 33 18 25 16 23 11 11 20 ll 24 17 31 16 40 41 57 42 112 39 99 118 27 6 19 12 15 19 26 34 22 159 421 340 152 519 419 104 14.8 21 13 6 39.1 9.7 2 13 0 30 2.8 13 12 11 II 58 CAU25 172 82 13 55 23 85 19 17 18 10 19 28 25 45 24 120 95 24 18 15 15 39 586 319 106 5.4 54,7 29.8 0 0 0 156 40 62 11 11 26 123 23 41 500 0.5 46.6 9.9 CAU29 36 104 26 24 21 14 11 12 10 17 14 51 10 2 78 258 84 7.3 24.1 CAU34 45 20 21 11 20 17 20 25 14 25 10 ? 29 21 14 13 11 23 18 21 59 32 19 64 17 12 10 138 155 95 266 12.9 14.5 8.9 24.8 7.8 24 13 13 17 92 8.6 I 0 0 0 0 0.2 I s6 TINH, TI' THANHPH6 TONG 10 Kil!nGiang 280 96 116 45 59 42 88 250 36 60 TBngcOng 1072 Kontum GiaLai DakLak BR-VT TP Hd Chi Minh ctn Thd Tj/1(%) so TINH, TliANHPH6 TT 1m N(>i Hue' Nha Trang Kontum GiaLai DakLak Ba Rja- Viing Ta TP Hd Chi Minh dnThd 10 Ki~n Giang :r6ngc0ng Tj/f(%) 100% 34 21 114 25 23 9 74 11 15 7 16 27 99 46 43 24 25 72 32 39 12 25 4 32 84 14 22 25 84 14 56 72 11 11 21 10 414 307 290 171 16.0 38.62 28.64 TONG CAU37 PHIEU 280 96 116 45 59 42 88 250 36 60 PHillU HA N(>i Hiie" Nha Trang CAU36 CAU35 22 134 58 47 21 14 32 89 124 33 63 24 45 30 53 155 29 52 422 608 0 0 1072 42 100% 3.9 12 39.4 56.72 13 IS 36 12 24 12 2 16 2 95 42' 28 27 39 26 24 108 14 22 425 176 16.4 27.1 39.65 10 91 8.5 77 16 27 18 -· 16 38 11 52 27 23 15 34 60 10 15 68 215 249 6.3 20.1 23:2 43 4.0 Z7 2.5 10 ~ 10 3 I ... c6 vai khao sat rieng Ie tttdng t1! cua cac cong ty quiing cao Chdng h(.ln, nam 2002- 2003, cong ty Nam va NFO Vi~t Nam da pho'i hfp tie'n hanh quang cao Leo Burnett Vi~t CUQC di~U tra V~ nh~... trttdng ctia nganh quang cao Vi~t Nam Bang 2.3: Mttoi nganh hang quang cao nhi~u nha't qua cac nam Bang 2.4: Mttoi nhan hi~u san ph~m quang cao nhi~u nha't qua cac nam Bang 2.5:Ty 1~ hlnh anh va... trQng, nh~m nang cao hi~u qua san xua't, kinh doanh cua doanh nghi~p Trong nhung nam g§n day, thj trttong quang cao C1 Vi~t Nam tang trudng rnC;tnh va ti~mnhu nang phat tri~n Cac kenh quang cao