BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƯỜNG ĐẠI HỌC KINH TẾ TP HỒ CHÍ MINH PHẠM MINH HUY ĐO LƯỜNG CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN SỰ THỎA MÃN CỦA CÁC ĐIỂM BÁN LẺ KHI MUA SẢN PHẨM SỮA TƯƠI CỦA VINAMILK TẠI THỊ TRƯỜNG TP.HỒ CHÍ MINH GIAI ĐOẠN 2010 - 2015 LUẬN VĂN THẠC SỸ KINH T NGƯỜI HƯỚNG DẪN KHOA HỌC PGS.TS ĐỒNG THỊ THANH PHƯƠNG TP HỒ CHÍ MINH - NĂM 2010 Vinamilk t Tơi xin trân tr lk ( tính M Danh m Trang 1.1 1.2 .5 1.3 1.4 12 VINAMILK - 19 2.1 19 2.1.1 20 2.1.2 22 2.1.3 22 2.1.4 23 2.1.5 24 2.1.6 24 2.1.7 24 2.1.8 26 2.1.9 27 2.2 28 2.3 VNM 29 2.3.1 29 2.3.2 29 31 3.1 31 3.2 31 3.3 34 3.4 35 36 4.1 36 4.2 36 4.3 39 - 2015 53 5.1 53 5.2 53 5.3 M VNM 5.3.1 2015 55 55 5.3.1.1 55 5.3.1.2 Chính sách 55 5.3.1.3 55 5.3.2 56 5.3.3 57 5.3.3.1 57 5.3.3.2 58 5.3.3.3 58 5.3.3.4 59 5.3.4 59 5.4 5.4.1 60 gn 60 5.4.2 60 5.4.3 60 i iii VNM : VINAMILK KH : KHÁCH HÀNG NPP SP V CSBH : CHÍNH SÁCH BÁN HÀNG DVKH ST HÌNH Hình 1.1 Trang 10 Hình 1.2 Trang 11 Hình 1.3 khách hàng Trang 15 Hình 3.1 Trang 32 Hình 3.2 Mơ Hình 4.1 Mơ hìn Trang 34 Trang 46 3.1 Trang 31 Trang 37 trung bình tháng Trang 37 Trang 38 cá Trang 40 Trang 41 Trang 42 tích EFA c Trang 43 Trang 44 Phâ VNM NPP Trang 47 Phân tí VNM NPP Trang 48 Phâ , DVKH, SP, CSBH NPP Trang 49 Phâ lò NPP Trang 50 Phâ , DVKH, SP, CSBH NPP àng oanh ST VNM Trang 51 Phâ NPP Trang 51 h cơng iv Hồn tồn không 5 5 NVGH ln giao hàng vịng 24g sau Khơng Hồn tồn 5 Bình ý Hồn tồn khơng Khơng 5 NPP NPP Hồn tồn Bình ý Hồn tồn khơng 5 NPP NPP Khơng Hồn tồn Bình ý NPP Hồn tồn khơng Khơng Hồn tồn Bình ý ý ý NPP mua NPP 5 v NPP NPP VNM NPP NVBH NVGH : VINAMILK : Nhân viên bán hàng : Nhân viên giao hàng vi Reliability Statistics Cronbach's Alpha N of Items 780 Item-Total Statistics Cronbach's Scale Mean if Item Deleted ST VNM co nhieu loai phu Scale Variance if Corrected ItemItem Deleted Total Correlation Alpha if Item Deleted 7.63 ST VNM co kha nang canh tranh cao 591 732 2.179 645 672 7.62 ST VNM co chat luong cao 2.166 7.72 hop voi moi lua tuoi 2.269 617 703 Reliability Statistics Cronbach's Alpha N of Items 805 Item-Total Statistics Cronbach's Scale Mean if Item Deleted ST VNM co Chuong trinh Scale Variance if Corrected ItemItem Deleted Total Correlation Alpha if Item Deleted 11.13 10.844 585 770 11.17 10.269 627 757 11.51 9.688 638 752 ST VNM co ho tro chiet khau 11.51 9.738 610 762 Co chinh sach cong no tot 11.77 10.749 499 795 khuyen mai hap dan ST VNM co Chuong trinh trung bay tot ST VNM co chuong trinh tang qua vao dip Tet vii Reliability Statistics Cronbach's Alpha N of Items 829 Item-Total Statistics Cronbach's Scale Mean if Item Deleted NVBH luon vieng tham dung Scale Variance if Corrected ItemItem Deleted Total Correlation Alpha if Item Deleted 17.73 tot NVGH phuc vu tan tinh va nhanh nhen NVGH luon giao hang vong 24g 713 777 10.955 626 797 10.595 668 788 10.712 553 811 18.21 NVBH co ky nang ban hang 10.032 17.88 thac mac 795 17.47 NVBH tan tinh giai dap cac 628 17.45 NVBH lich su va than thien 10.222 17.49 lich 11.118 439 836 Reliability Statistics Cronbach's Alpha N of Items 750 Item-Total Statistics Cronbach's Scale Mean if Item Deleted ST VNM dat tieu chuan an toan thuc pham NPP luon thu doi kip thoi cac SP hu hong, can date NPP luon giao ST VNM voi tinh trang tot nhat Scale Variance if Corrected ItemItem Deleted Total Correlation Alpha if Item Deleted 6.09 3.109 532 718 6.65 2.446 649 580 6.74 2.825 561 686 viii Reliability Statistics Cronbach's Alpha N of Items 836 Item-Total Statistics Cronbach's Scale Mean if Scale Variance if Corrected Item- Item Deleted Dia chi cua NPP de tim Item Deleted Total Correlation Alpha if Item Deleted 6.17 NPP co phuong tien giao hang tot 800 2.829 744 725 6.08 chuan 668 6.15 NPP co kho bai dat tieu 3.165 2.872 683 788 Phân tích EFA: KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity 881 Approx Chi-Square 2.242E3 df 190 Sig .000 Total Variance Explained Extraction Sums of Squared Rotation Sums of Squared Loadings Loadings Initial Eigenvalues Compon % of Cumulati Variance ve % % of Total Cumulative Variance % % of Total Cumulative Variance % ent Total 7.030 35.151 35.151 7.030 35.151 35.151 3.461 17.307 17.307 2.672 13.361 48.512 2.672 13.361 48.512 3.281 16.407 33.714 1.462 7.311 55.823 1.462 7.311 55.823 3.195 15.974 49.688 1.153 5.763 61.586 1.153 5.763 61.586 2.380 11.898 61.586 957 4.784 66.370 842 4.212 70.581 721 3.604 74.186 598 2.990 77.175 ix 563 2.813 79.989 10 546 2.730 82.719 11 486 2.428 85.147 12 457 2.283 87.430 13 440 2.199 89.628 14 377 1.887 91.515 15 351 1.755 93.270 16 306 1.528 94.797 17 297 1.487 96.285 18 270 1.351 97.635 19 250 1.248 98.884 20 223 1.116 100.000 Extraction Method: Principal Component Analysis Rotated Component Matrix a Component NPP co kho bai dat tieu chuan Dia chi cua NPP de tim NPP co phuong tien giao hang tot NPP luon thu doi kip thoi cac SP hu hong, can date ST VNM dat tieu chuan an toan thuc pham NPP luon giao ST VNM voi tinh trang tot nhat NVBH lich su va than thien NVBH co ky nang ban hang tot NVBH tan tinh giai dap cac thac mac NVBH luon vieng tham dung lich 789 049 269 -.041 749 075 222 133 731 053 366 049 692 237 249 080 596 294 -.015 379 590 231 385 060 094 823 017 261 115 817 071 070 116 778 022 156 166 692 087 294 x NVGH phuc vu tan tinh va 220 NVGH luon giao hang vong 24g ST VNM co chat luong cao ST VNM co kha nang canh tranh cao ST VNM co nhieu loai phu hop voi moi lua tuoi 027 109 667 167 078 593 028 202 567 371 418 561 014 137 171 808 157 149 793 113 khuyen mai hap dan 675 085 ST VNM co Chuong trinh -.046 030 ST VNM co ho tro chiet khau 153 106 trung bay tot 734 290 ST VNM co Chuong trinh -.069 419 Co chinh sach cong no tot 061 279 tang qua vao dip Tet 486 186 ST VNM co chuong trinh 524 214 nhanh nhen 295 035 737 Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations Cronb Reliability Statistics Cronbach's Alpha N of Items 856 Item-Total Statistics Cronbach's Scale Mean if Item Deleted ST VNM dat tieu chuan an toan thuc pham NPP luon thu doi kip thoi cac SP hu hong, can date Scale Variance if Corrected ItemItem Deleted Total Correlation Alpha if Item Deleted 15.29 14.905 512 855 15.85 13.235 662 829 xi NPP luon giao ST VNM voi 15.94 chuan NPP co phuong tien giao hang tot 832 13.966 657 830 13.489 687 824 15.82 NPP co kho bai dat tieu 644 15.90 Dia chi cua NPP de tim 13.689 15.91 tinh trang tot nhat 13.190 705 820 Reliability Statistics Cronbach's Alpha N of Items 836 Item-Total Statistics Cronbach's Scale Mean if Item Deleted NVBH luon vieng tham dung Scale Variance if Corrected ItemItem Deleted Total Correlation Alpha if Item Deleted 14.70 NVBH co ky nang ban hang tot NVGH phuc vu tan tinh va nhanh nhen 6.854 760 768 7.580 688 792 7.491 671 795 14.85 thac mac 801 14.44 NVBH tan tinh giai dap cac 648 14.42 NVBH lich su va than thien 7.094 14.45 lich 8.014 453 855 Reliability Statistics Cronbach's Alpha N of Items 805 Item-Total Statistics Cronbach's Scale Mean if Item Deleted ST VNM co Chuong trinh khuyen mai hap dan ST VNM co Chuong trinh trung bay tot Scale Variance if Corrected ItemItem Deleted Total Correlation Alpha if Item Deleted 14.16 14.129 606 766 14.21 13.609 626 760 xii ST VNM co chuong trinh 14.54 13.014 627 759 ST VNM co ho tro chiet khau 14.54 13.081 599 766 Co chinh sach cong no tot 14.80 14.100 511 786 14.27 15.283 413 805 tang qua vao dip Tet NVGH luon giao hang vong 24g Reliability Statistics Cronbach's Alpha N of Items 780 Item-Total Statistics Cronbach's Scale Mean if Scale Variance if Corrected Item- Item Deleted ST VNM co nhieu loai phu tranh cao Variables Entered/Removed 2.166 591 732 2.179 645 672 7.62 ST VNM co kha nang canh 2.269 617 703 b Variables Entered Removed Method SP, DVKH, Enter a , CSBH a All requested variables entered b Dependent Variable: Thoai mai mua ST VNM tu NPP Model Summary Adjusted R Std Error of the Model R 718 R Square a Deleted 7.72 ST VNM co chat luong cao Model Total Correlation 7.63 hop voi moi lua tuoi Variables Item Deleted Alpha if Item 516 Square 508 Estimate 668 xiii Variables Entered/Removed Variables Model b Variables Entered Removed Method SP, DVKH, Enter a , CSBH a Predictors: (Constant), SP, DVKH, , CSBH b ANOVA Sum of Model Squares df Mean Square Regression 111.421 Residual 104.453 234 Total 215.874 F 000 a 238 a Predictors: (Constant), SP, DVKH, 27.855 62.402 Sig .446 , CSBH b Dependent Variable: Thoai mai mua ST VNM tu NPP Coefficients a Unstandardized Collinearity Coefficients Model Standardized Coefficients Statistics B (Constant) Std Error -.426 081 -.087 CSBH SP t 289 553 Beta 142 425 6.801 000 530 1.887 079 -.061 -1.104 271 682 1.467 080 290 4.703 000 545 1.833 275 071 204 3.896 000 758 1.320 Variables Entered/Removed b Variables Variables Meth Entered Removed od SP, DVKH, a CSBH Enter a All requested variables entered b Dependent Variable: Thoai mai mua ST VNM tu NPP VIF -1.472 a Dependent Variable: Thoai mai mua ST VNM tu NPP Tolerance 377 DVKH Model Sig xiv Model Summary Std Error Adjusted R Model R R Square 717 a of the Square Estimate 514 507 668 a Predictors: (Constant), SP, DVKH, CSBH b ANOVA Sum of Model Mean Squares df Square Regression 110.877 36.959 Residual 104.997 235 215.874 82.720 Sig .000 a 447 Total F 238 a Predictors: (Constant), SP, DVKH, CSBH b Dependent Variable: Thoai mai mua ST VNM tu NPP Coefficients a Unstandardized Coefficients Model Standardized Coefficients B Std Error (Constant) 543 533 079 CSBH 369 SP 247 t 269 DVKH Beta Removed , CSBH, a SP, DVKH 6.724 000 559 1.788 080 283 4.613 000 551 1.815 066 183 3.750 000 873 1.145 b Method Enter a All requested variables entered b Dependent Variable: San long gioi thieu cac ban hang mua ST VNM tu NPP VIF 409 Variables Entered Tolerance 045 Variables Entered/Removed Model Sig 2.018 a Dependent Variable: Thoai mai mua ST VNM tu NPP Variables Collinearity Statistics xv Model Summary Adjusted R Model R 694 R Square a Std Error of Square the Estimate 481 a Predictors: (Constant), 473 766 , CSBH, SP, DVKH b ANOVA Sum of Model Squares df Mean Square Regression 127.403 31.851 Residual 137.216 234 264.619 000 a 238 a Predictors: (Constant), 54.316 Sig .586 Total F , CSBH, SP, DVKH b Dependent Variable: San long gioi thieu cac ban hang mua ST VNM tu NPP Coefficients a Unstandardized Coefficients Model Standardized Coefficients B (Constant) Std Error -.166 596 093 CSBH 508 SP t 332 DVKH Beta Collinearity Statistics Sig Tolerance VIF -.502 616 413 6.393 000 530 1.887 092 352 5.518 000 545 1.833 156 081 105 1.934 054 758 1.320 -.166 090 -.105 -1.836 068 682 1.467 a Dependent Variable: San long gioi thieu cac ban hang mua ST VNM tu NPP Variables Entered/Removed Variables Model Variables Entered Removed b CSBH, DVKH a Method Enter a All requested variables entered b Dependent Variable: San long gioi thieu cac ban hang mua ST VNM tu NPP xvi Model Summary Adjusted R Model R 685 Std Error of the Square Estimate R Square a 470 465 771 a Predictors: (Constant), CSBH, DVKH b ANOVA Model Sum of Squares df Mean Square F Regression 124.342 62.171 Residual 140.277 236 264.619 104.596 000 a 594 Total Sig 238 a Predictors: (Constant), CSBH, DVKH b Dependent Variable: San long gioi thieu cac ban hang mua ST VNM tu NPP Coefficients a Unstandardized Coefficients Model Standardized Coefficients B (Constant) Std Error -.114 573 091 CSBH 513 091 t 233 DVKH Beta Collinearity Statistics Sig Variables Model 626 398 6.329 000 569 1.757 355 Removed b Variables Entered SP, DVKH, a , CSBH Method Enter a All requested variables entered b Dependent Variable: NPP la lua chon hang dau muon kinh doanh ST VNM VIF -.488 5.657 000 569 1.757 a Dependent Variable: San long gioi thieu cac ban hang mua ST VNM tu NPP Variables Entered/Removed Tolerance xvii Model Summary Adjusted R Std Error of Model R 662 R Square a Square 439 the Estimate 429 a Predictors: (Constant), SP, DVKH, 830 , CSBH b ANOVA Sum of Model Mean Squares df Square Regression 125.940 31.485 Residual 161.215 234 287.155 000 a 238 a Predictors: (Constant), SP, DVKH, 45.700 Sig .689 Total F , CSBH b Dependent Variable: NPP la lua chon hang dau muon kinh doanh ST VNM Coefficients a Unstandardized Coefficients Model Standardized Coefficients B Std Error (Constant) 322 702 101 CSBH 471 t 360 DVKH Beta Collinearity Statistics Sig Tolerance VIF 371 467 6.944 000 530 1.887 100 313 4.721 000 545 1.833 -.281 098 -.171 -2.876 004 682 1.467 056 SP 896 088 036 642 521 758 1.320 a Dependent Variable: NPP la lua chon hang dau muon kinh doanh ST VNM Variables Entered/Removed Variables Model Variables Entered Removed b , CSBH, a DVKH Method Enter a All requested variables entered b Dependent Variable: NPP la lua chon hang dau muon kinh doanh ST VNM xviii Model Summary Adjusted R Model R 662 Std Error of Square the Estimate R Square a 438 a Predictors: (Constant), 430 829 , CSBH, DVKH b ANOVA Sum of Model Squares df Mean Square Regression 125.656 41.885 Residual 161.499 235 287.155 Sig 238 a Predictors: (Constant), 60.948 000 a 687 Total F , CSBH, DVKH b Dependent Variable: NPP la lua chon hang dau muon kinh doanh ST VNM Coefficients a Unstandardized Coefficients Model Standardized Coefficients B Std Error (Constant) 423 704 101 CSBH 479 -.258 t 323 DVKH Beta Collinearity Statistics Sig Tolerance VIF 1.311 191 469 6.981 000 531 1.884 099 319 4.851 000 555 1.803 091 -.157 -2.840 005 786 1.273 a Dependent Variable: NPP la lua chon hang dau muon kinh doanh ST VNM ... quan 18 : 19 : VINAMILK 2.1 Gi chung Vinamilk Vinamilk Vinamilk Theo Euromonitor, Vinamilk Vinamilk Top 10 20 Asia 2.1.1 1976 1978 Liên 1988 1991 1992 1994 21 1996 2000 2003 2004: Mua thâu 2005... chu c thi t l ng m t c 2.1.5 Vinamilk Vinamilk Vinamilk xem khách hàng trung tâm cam 2.1.6 2.1.7 25 v m P 26 2.1.8 (Ghi phát cung vùng nguyên phát Tài D Marketing Kinh doanh Hành nhân s 27... khách hàng s ) 16 khách hàng ông ty Vinamilk công tyVinamilk: Theo Zeithaml Biotne , giá q u hay không 17 cá nhân khách hàng bán hàng khách hàng khách hàng mua hàng khách hàng khách hàng khách