Phân tích và đánh giá hoạt động tiêu thụ sản phẩm gạch men Dacera của Công ty Cổ phần gạch men Cosevco Đà Nẵng

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I HC HU TRNG I HC KINH T KHOA QUN TR KINH DOANH KHểA LUN TT NGHIP I HC PHN TấCH VAè AẽNH ĩNG TIU THU SAN MEN DACERA CUA Cỉ PHệN GACH MEN NễNG Sinh viờn thc hin: THU LY Lp: K42 QTKDTH Niờn khúa: 2008 - 2012 GIAẽ HOAT PHỉM GACH CNG TY COSEVCO Aè Giỏo viờn hng dn PGS.TS NGUYN KHC HON Hu, thỏng 05 nm 2012 Khúa lun tt nghip GVHD: PGS.TS Nguyn Khc Hon hon thnh tt Khúa lun tt nghip vi ti Phõn tớch v ỏnh giỏ hot ng tiờu th sn phm gch men Dacera ca cụng ty C phn gch men Cosevco Nng, tụi nhn c s giỳp t nhiu phớa khỏc Trc ht, tụi xin chõn thnh cm n ban lnh o Trng i hc Kinh t - i hc Hu, ph ng o to - cụng tỏc Sinh viờn to iu kin trc tip v giỏn tip giỳp tụi trc cng nh quỏ tr nh thc v hon thnh khúa lun ny Tụi xin by t l ng bit n qu Thy, Cụ giỏo tn tõm ging dy v truyn t nhng kin thc qu bỏu sut quỏ tr nh hc i hc ca m nh Tụi xin gi li cm n sõu sc n PGS.TS Nguyn Khc Hon, ngi thy tn t nh hng dn, chia s nhng kinh nghim qu bỏu giỳp tụi cú th hon thnh ti mt cỏch tt nht SVTH: Thu Ly K42 QTKD Tng hp Khúa lun tt nghip GVHD: PGS.TS Nguyn Khc Hon c bit, tụi xin t l ng bit n sõu sc n Qu Cụng ty C phn gch men Cosevco Nng tip nhn tụi v thc tp, xin cm n ch Hunh Th M Nhung, chuyờn viờn kinh doanh ca cụng ty nhit t nh giỳp , hng dn tụi quỏ tr nh thc v thc hin ti Cui cựng, tụi xin chõn thnh cm n gia nh, bn bố v ngi thõn nhit t nh giỳp , ng viờn tụi sut thi gian thc v nghiờn cu ti Sinh viờn T hu Ly SVTH: Thu Ly K42 QTKD Tng hp Khúa lun tt nghip GVHD: PGS.TS Nguyn Khc Hon MC LC Trang Li cm n Mc lc Danh mc ch vit tt Danh mc s , th, biu Danh mc bng PHN I T VN .1 Lý chn ti Mc tiờu nghiờn cu .2 i tng v phm vi nghiờn cu Phng phỏp nghiờn cu: Nghiờn cu nh lng .3 PHN II NI DUNG V KT QU NGHIấN CU Chng I TNG QUAN V VN NGHIấN CU 1.1 C S Lí LUN .5 1.1.1 Khỏi nim tiờu th sn phm 1.1.2 Vai trũ ca hot ng tiờu th sn phm 1.1.3 Ni dung hot ng tiờu th sn phm 1.1.3.1 Nghiờn cu th trng 1.1.3.2 Lp k hoch tiờu th sn phm .8 1.1.3.3 Chun b hng húa xut bỏn 1.1.3.4 La chn cỏc hỡnh thc tiờu th sn phm .8 1.1.3.5 T chc cỏc hot ng xỳc tin, ym tr cho cụng tỏc bỏn hng 1.1.3.6 T chc hot ng bỏn hng 1.1.3.7 Phõn tớch, ỏnh giỏ hiu qu hot ng tiờu th sn phm 10 1.1.4 Cỏc nhõn t nh hng n hot ng tiờu th sn phm 10 1.1.4.1 Nhõn t khỏch quan 10 1.1.4.2 Nhõn t ch quan 12 1.1.5 Mt s ch tiờu ỏnh giỏ hiu qu hot ng tiờu th sn phm 14 1.1.5.1 Ch tiờu th hin tỡnh hỡnh thc hin k hoch lng tiờu th .14 SVTH: Thu Ly K42 QTKD Tng hp Khúa lun tt nghip GVHD: PGS.TS Nguyn Khc Hon 1.1.5.2 Ch tiờu doanh thu tiờu th .14 1.1.5.3 Ch tiờu li nhun tiờu th 15 1.1.5.4 Mt s ch tiờu ti chớnh 16 1.2 C S THC TIN 16 1.2.1 Tỡnh hỡnh tiờu th gch men nc ta thi gian gn õy 16 1.2.2 c im a bn nghiờn cu .17 1.2.3 Cỏc nghiờn cu ó thc hin v lnh vc tiờu th sn phm 18 Chng II PHN TCH THC TRNG TIấU TH SN PHM V NH GI HOT NG TIấU TH SN PHM CA CễNG TY C PHN GCH MEN COSEVCO NNG .20 2.1 TNG QUAN V CễNG TY 20 2.1.1 Tờn v a ch 20 2.1.2 Lch s hỡnh thnh v phỏt trin 20 2.1.3 Chc nng, nhim v ca cụng ty 22 2.1.3.1 Chc nng .22 2.1.3.2 Nhim v 22 2.1.4 C cu t chc v chc nng, nhim v ca cỏc phũng ban 22 2.1.4.1 S c cu t chc 22 2.1.4.2 Chc nng, nhim v ca cỏc phũng ban .24 2.1.5 Tỡnh hỡnh lao ng ca cụng ty giai on 2009 2011 .26 2.1.6 Tỡnh hỡnh ti sn v ngun ca cụng ty giai on 2009 2011 29 2.1.6.1 Tỡnh hỡnh ti sn ca cụng ty giai on 2009 2011 29 2.1.6.2 Tỡnh hỡnh ngun ca cụng ty giai on 2009 2011 31 2.2 THC TRNG TIấU TH SN PHM GCH MEN DACERA CA CễNG TY C PHN GCH MEN COSEVCO NNG .33 2.2.1 Phõn tớch, ỏnh giỏ tỡnh hỡnh tiờu th sn phm gch men Dacera ca cụng ty c phn gch men Cosevco Nng 33 2.2.1.1 Tỡnh hỡnh thc hin k hoch tiờu th sn phm gch men Dacera .33 2.2.1.2 Tỡnh hỡnh bin ng ca doanh thu tiờu th theo nhúm sn phm 34 2.2.1.3 Tỡnh hỡnh bin ng ca tng doanh thu 36 SVTH: Thu Ly K42 QTKD Tng hp Khúa lun tt nghip GVHD: PGS.TS Nguyn Khc Hon 2.2.1.5 Tỡnh hỡnh doanh thu tiờu th qua cỏc kờnh phõn phi 40 2.2.1.6 Tỡnh hỡnh doanh thu tiờu th theo th trng giai on 2009 2011 43 2.2.1.7 Tỡnh hỡnh bin ng ca li nhun tiờu th 45 2.2.1.8 Tỡnh hỡnh chi phớ tiờu th tng chi phớ 46 2.2.1.9 Ch tiờu ti chớnh phn ỏnh hiu qu tiờu th gch men Dacera ca cụng ty c phn gch men Cosevco .48 2.2.2 Phõn tớch, ỏnh giỏ ý kin ca khỏch hng v hot ng tiờu th gch men Dacera ca cụng ty c phn gch men Cosevco Nng 49 2.2.2.1 Mụ t mu nghiờn cu 49 2.2.2.2 ỏnh giỏ ca khỏch hng v tng nhõn t liờn quan n vic tiờu th gch men Dacera 52 2.2.2.3 Xỏc nh cỏc nhõn t nh hng n kh nng tiờu th sn phm gch men Dacera ca cụng ty c phn gch men Cosevco 62 2.2.2.4 Xỏc nh mụ hỡnh hi quy 64 2.2.2.5 í kin ca khỏch hng nõng cao kh nng tiờu th gch men Dacera 66 Chng III NH HNG V GII PHP 69 3.1 Ma trn SWOT v nh hng v tiờu th gch men Dacera 69 3.2 Gii phỏp nõng cao hiu qu tiờu th gch men Dacera .72 PHN III KT LUN V KIN NGH .83 Kt lun 83 Kin ngh 85 TI LIU THAM KHO PH LC SVTH: Thu Ly K42 QTKD Tng hp Khúa lun tt nghip GVHD: PGS.TS Nguyn Khc Hon DANH MC CC CH VIT TT CBCNV Cỏn b cụng nhõn viờn C Cao ng CP Chi phớ CSH Ch s hu DH Di hn HC i hi ng c ụng VT n v tớnh DN Doanh nghip DT Doanh thu TSC& TDH Ti sn c nh v u t di hn TSNH&TNH Ti sn ngn hn v u t ngn hn VT n v tớnh ISO T chc tiờu chun húa quc t KCN Khu cụng nghip KCS Kim tra cht lng sn phm KH Khỏch hng L Lao ng LGT Lao ng giỏn tip LTT Lao ng trc tip LNST Li nhun sau thu LNTT Li nhun trc thu NVBH Nhõn viờn bỏn hng QLDN Qun lý doanh nghip SP Sn phm SX Sn xut TCCN Trung cp chuyờn nghip SVTH: Thu Ly K42 QTKD Tng hp Khúa lun tt nghip GVHD: PGS.TS Nguyn Khc Hon TG Tng giỏm c TNDN Thu nhp doanh nghip TNHH Trỏch nhim hu hn Tp Thnh ph Tr. Triu ng VL Vn lu ng WTO T chc thng mi th gii XDCBDD Xõy dng c bn d dang SVTH: Thu Ly K42 QTKD Tng hp Khúa lun tt nghip GVHD: PGS.TS Nguyn Khc Hon DANH MC S , TH, BIU Trang S 1: Mụ hỡnh tiờu th sn phm S 2: C cu t chc ca cụng ty c phn gch men Cosevco 23 th 1: Doanh thu tiờu th theo cỏc thỏng nm giai on 2009 2011 38 th 2: ng v ca sn phm gch men Dacera 38 Biu 1: C cu mu kho sỏt theo tui 50 Biu 2: C cu mu nghiờn cu theo ngh nghip 51 SVTH: Thu Ly K42 QTKD Tng hp Khúa lun tt nghip GVHD: PGS.TS Nguyn Khc Hon ANOVA so voi chat luong hien tai, gia ban hop ly so voi gach men cua cong ty khac, gia gach men Dacera la co the canh tranh muc chiet khau hap dan gia thay doi linh hoat theo su bien dong cua thi truong Sum of Squares df Mean Square F Sig Between Groups 1.975 658 1.839 143 Within Groups 52.265 146 358 Total 54.240 149 Between Groups 4.435 1.478 3.922 010 Within Groups 55.038 146 377 Total 59.473 149 Between Groups 2.146 715 1.766 156 Within Groups 59.114 146 405 Total 61.260 149 Between Groups 1.033 344 1.263 289 Within Groups 39.800 146 273 Total 40.833 149 F 708 Sig .549 396 756 986 401 2.357 074 Test of Homogeneity of Variances thuong xuyen co cac chuong trinh khuyen mai doi voi gach men Dacera chuong trinh khuyen mai cua gach men Dacera hap dan co cac chuong trinh ho tro ban hang kip thoi (bang hieu, catologue) thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang Levene Statistic df1 df2 Sig .594 146 620 444 146 722 1.773 146 155 4.737 146 003 ANOVA Sum of Squares 938 df Mean Square 313 64.455 146 441 Total 65.393 149 chuong trinh khuyen mai cua gach men Dacera hap dan Between Groups Within Groups 457 152 56.083 146 384 Total 56.540 149 co cac chuong trinh ho tro ban hang kip thoi (bang hieu, catologue) Between Groups Within Groups 1.871 624 92.322 146 632 Total 94.193 149 Between Groups Within Groups 2.508 836 51.786 146 355 Total 54.293 149 thuong xuyen co cac chuong trinh khuyen mai doi voi gach men Dacera thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang Between Groups Within Groups SVTH: Thu Ly K42 QTKD Tng hp Khúa lun tt nghip GVHD: PGS.TS Nguyn Khc Hon Test of Homogeneity of Variances dap ung don hang chinh xac cong ty co phuong tien van tai ho tro viec van chuyen cho khach hang cong ty luon giao hang kip thoi cong ty co nhan vien boc xep, giao hang va xep hang tai bai gon gang Levene Statistic df1 df2 Sig 1.820 146 146 1.802 146 149 1.684 146 173 1.280 146 284 ANOVA dap ung don hang chinh xac cong ty co phuong tien van tai ho tro viec van chuyen cho khach hang cong ty luon giao hang kip thoi cong ty co nhan vien boc xep, giao hang va xep hang tai bai gon gang Sum of Squares df Mean Square F Sig Between Groups 765 255 609 610 Within Groups 61.129 146 419 Total 61.893 149 Between Groups 1.490 497 1.106 349 Within Groups 65.550 146 449 Total 67.040 149 Between Groups 3.589 1.196 3.877 011 Within Groups 45.051 146 309 Total 48.640 149 Between Groups 728 243 747 526 Within Groups 47.432 146 325 Total 48.160 149 3.3 Theo thu nhp Test of Homogeneity of Variances nhan vien ban hang nhiet tinh voi khach hang co van de ve san pham, nhan vien ban hang thuc su quan tam giai quyet nhan vien ban hang luon biet cach tra loi thac mac cua khach hang nhan vien ban hang san sang nhan tra lai va doi hang khach hang co yeu cau Levene Statistic df1 df2 Sig 3.874 147 023 108 147 898 1.322 147 270 035 147 966 SVTH: Thu Ly K42 QTKD Tng hp Khúa lun tt nghip GVHD: PGS.TS Nguyn Khc Hon ANOVA nhan vien ban hang nhiet tinh voi khach hang Sum of Squares df Mean Square F Sig Between Groups 881 440 1.545 217 Within Groups 41.893 147 285 Total 42.773 149 822 411 1.221 298 49.471 147 337 50.293 149 Between Groups 1.071 535 1.459 236 Within Groups 53.923 147 367 Total 54.993 149 Between Groups 073 036 122 885 Within Groups 43.820 147 298 Total 43.893 149 co van de ve san Between Groups pham, nhan vien ban hang Within Groups thuc su quan tam giai quyet Total nhan vien ban hang luon biet cach tra loi thac mac cua khach hang nhan vien ban hang san sang nhan tra lai va doi hang khach hang co yeu cau Test of Homogeneity of Variances Levene Statistic df1 df2 Sig .720 1.480 2 147 147 489 231 255 147 775 080 147 923 mau ma san pham da dang san pham co cung tot kich thuoc san pham luon co su dong deu mau sac kho bi phai ANOVA mau ma san pham da dang san pham co cung tot kich thuoc san pham luon co su dong deu mau sac kho bi phai Sum of Squares df Mean Square F Sig Between Groups 11.971 5.985 20.287 000 Within Groups 43.369 147 295 Total 55.340 149 Between Groups 014 007 024 976 Within Groups 43.559 147 296 Total 43.573 149 Between Groups 1.763 882 2.844 061 Within Groups 45.570 147 310 Total 47.333 149 Between Groups 013 006 022 978 Within Groups 42.661 147 290 Total 42.673 149 SVTH: Thu Ly K42 QTKD Tng hp Khúa lun tt nghip GVHD: PGS.TS Nguyn Khc Hon Test of Homogeneity of Variances Levene Statistic df1 df2 Sig so voi chat luong hien tai, gia ban hop ly 642 147 527 so voi gach men cua cong ty khac, gia gach men Dacera la co the canh tranh 3.926 147 022 muc chiet khau hap dan 4.542 147 012 gia thay doi linh hoat theo su bien dong cua thi truong 11.294 147 000 ANOVA so voi chat luong hien tai, gia ban hop ly Sum of Squares df Mean Square F Sig Between Groups 958 479 1.322 270 Within Groups 53.282 147 362 Total 54.240 149 587 293 732 483 58.887 147 401 59.473 149 Between Groups 1.542 771 1.898 154 Within Groups 59.718 147 406 Total 61.260 149 Between Groups 1.176 588 2.179 117 Within Groups 39.658 147 270 Total 40.833 149 so voi gach men cua cong Between Groups ty khac, gia gach men Within Groups Dacera la co the canh tranh Total muc chiet khau hap dan gia thay doi linh hoat theo su bien dong cua thi truong Test of Homogeneity of Variances Levene Statistic df1 df2 Sig thuong xuyen co cac chuong trinh khuyen mai doi voi gach men Dacera 833 147 437 chuong trinh khuyen mai cua gach men Dacera hap dan 6.725 147 002 co cac chuong trinh ho tro ban hang kip thoi (bang hieu, catologue) 373 147 689 thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang 3.549 147 031 SVTH: Thu Ly K42 QTKD Tng hp Khúa lun tt nghip GVHD: PGS.TS Nguyn Khc Hon ANOVA thuong xuyen co cac chuong trinh khuyen mai doi voi gach men Dacera chuong trinh khuyen mai cua gach men Dacera hap dan co cac chuong trinh ho tro ban hang kip thoi (bang hieu, catologue) thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang Sum of Squares df Mean Square F Sig Between Groups 4.987 2.493 6.068 003 Within Groups 60.407 147 411 Total 65.393 149 Between Groups 2.815 1.407 3.851 023 Within Groups 53.725 147 365 Total 56.540 149 Between Groups 1.517 759 1.203 303 Within Groups 92.676 147 630 Total 94.193 149 Between Groups 5.056 2.528 7.547 001 Within Groups 49.237 147 335 Total 54.293 149 Test of Homogeneity of Variances dap ung don hang chinh xac cong ty co phuong tien van tai ho tro viec van chuyen cho khach hang cong ty luon giao hang kip thoi cong ty co nhan vien boc xep, giao hang va xep hang tai bai gon gang Levene Statistic df1 df2 Sig 3.912 147 022 4.433 147 014 10.047 147 000 5.091 147 007 ANOVA dap ung don hang chinh xac cong ty co phuong tien van tai ho tro viec van chuyen cho khach hang cong ty luon giao hang kip thoi cong ty co nhan vien boc xep, giao hang va xep hang tai bai gon gang Sum of Squares df Mean Square F Sig Between Groups 2.599 1.300 3.222 043 Within Groups 59.294 147 403 Total 61.893 149 Between Groups 2.116 1.058 2.395 095 Within Groups 64.924 147 442 Total 67.040 149 Between Groups 3.570 1.785 5.822 004 Within Groups 45.070 147 307 Total 48.640 149 Between Groups 2.967 1.483 4.825 009 Within Groups 45.193 147 307 Total 48.160 149 SVTH: Thu Ly K42 QTKD Tng hp Khúa lun tt nghip GVHD: PGS.TS Nguyn Khc Hon Kim nh Kruskal Wallis 4.1 Theo tui Test Statistics a,b san pham co cung tot Chi-Square 5.048 df Asymp Sig .168 a Kruskal Wallis Test b Grouping Variable: tuoi so voi chat luong so voi gach men cua cong ty khac, gia thay doi linh hoat theo hien tai, gia ban hop gia gach men Dacera la co the canh ly ChiSquare tranh Sig su bien dong cua thi khau hap dan truong 14.850 8.240 22.485 19.197 3 3 002 041 000 000 df Asymp muc chiet a Kruskal Wallis Test b Grouping Variable: tuoi Test Statistics a,b co cac chuong trinh ho tro ban hang kip thoi (bang thong tin ve cac chuong trinh khuyen mai duoc hieu, catologue) cong bo ro rang ChiSquare Df Asymp Sig a Kruskal Wallis Test b Grouping Variable: tuoi SVTH: Thu Ly K42 QTKD Tng hp 12.236 21.349 3 007 000 Khúa lun tt nghip GVHD: PGS.TS Nguyn Khc Hon 4.2 Theo thu nhp Test Statistics a,b so voi gach men cua cong ty khac, gia gach men Dacera la co the so voi chat luong hien tai, gia ban canh tranh hop ly ChiSquare df Asymp Sig .949 2.253 2 622 324 a Kruskal Wallis Test b Grouping Variable: thu nhap hang thang Test Statistics a,b thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang Chi-Square 14.496 df Asymp Sig .001 a Kruskal Wallis Test b Grouping Variable: thu nhap hang thang 4.3 Theo ngh nghip Test Statistics so voi chat luong a,b so voi gach men cua cong ty khac, gia thay doi linh hoat theo hien tai, gia ban hop gia gach men Dacera la co the canh ly ChiSquare df Asymp Sig tranh muc chiet su bien dong cua thi khau hap dan truong 5.194 11.720 4.488 4.362 3 3 158 008 213 225 a Kruskal Wallis Test b Grouping Variable: nghe nghiep SVTH: Thu Ly K42 QTKD Tng hp Khúa lun tt nghip GVHD: PGS.TS Nguyn Khc Hon Test Statistics a,b chuong trinh khuyen mai cua gach thong tin ve cac chuong trinh khuyen men Dacera hap dan mai duoc cong bo ro rang Chi-Square 1.039 7.069 3 792 070 df Asymp Sig a Kruskal Wallis Test b Grouping Variable: nghe nghiep Test Statistics a,b cong ty co phuong tien van tai ho dap ung don ChiSquare df Asymp Sig tro viec van chuyen cho khach cong ty co nhan vien boc xep, cong ty luon giao giao hang va xep hang tai bai hang chinh xac hang hang kip thoi gon gang 2.132 3.380 10.545 2.333 3 3 546 337 014 506 a Kruskal Wallis Test b Grouping Variable: nghe nghiep Phõn tớch nhõn t XOAY NHN T KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Sphericity Approx Chi-Square SVTH: Thu Ly K42 QTKD Tng hp 645 728.351 Df 190 Sig .000 Khúa lun tt nghip Compon ent GVHD: PGS.TS Nguyn Khc Hon Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative % 3.398 2.220 2.115 1.718 1.659 16.991 11.100 10.573 8.588 8.294 16.991 28.091 38.664 47.252 55.546 3.398 2.220 2.115 1.718 1.659 16.991 11.100 10.573 8.588 8.294 16.991 28.091 38.664 47.252 55.546 2.297 2.285 2.191 2.184 2.152 11.486 11.425 10.957 10.919 10.759 11.486 22.911 33.869 44.788 55.546 978 4.888 60.434 905 4.527 64.961 882 4.411 69.372 814 4.069 73.441 10 663 3.314 76.755 11 629 3.145 79.900 12 617 3.087 82.987 13 590 2.950 85.937 14 537 2.685 88.621 15 519 2.593 91.215 16 441 2.203 93.418 17 414 2.072 95.490 18 356 1.781 97.272 19 308 1.542 98.814 20 237 1.186 100.000 Extraction Method: Principal Component Analysis SVTH: Thu Ly K42 QTKD Tng hp Khúa lun tt nghip GVHD: PGS.TS Nguyn Khc Hon Rotated Component Matrix a Component muc chiet khau hap dan so voi gach men cua cong ty khac, gia gach men Dacera la co the canh tranh so voi chat luong hien tai, gia ban hop ly gia thay doi linh hoat theo su bien dong cua thi truong kich thuoc san pham luon co su dong deu san pham co cung tot 812 745 659 626 807 725 mau sac kho bi phai 690 mau ma san pham da dang 675 co van de ve san pham, nhan vien ban hang thuc su quan tam giai quyet nhan vien ban hang luon biet cach tra loi thac mac cua khach hang nhan vien ban hang san sang nhan tra lai va doi hang khach hang co yeu cau nhan vien ban hang nhiet tinh voi khach hang cong ty co phuong tien van tai ho tro viec van chuyen cho khach hang dap ung don hang chinh xac 752 727 670 644 cong ty luon giao hang kip thoi cong ty co nhan vien boc xep, giao hang va xep hang tai bai gon gang thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang thuong xuyen co cac chuong trinh khuyen mai doi voi gach men Dacera chuong trinh khuyen mai cua gach men Dacera hap dan co cac chuong trinh ho tro ban hang kip thoi (bang hieu, catologue) Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization a Rotation converged in iterations SVTH: Thu Ly K42 QTKD Tng hp 763 728 698 666 759 755 716 576 Khúa lun tt nghip GVHD: PGS.TS Nguyn Khc Hon Kim nh tin cy thang o Reliability Statistics Cronbach's Alpha N of Items 682 Item-Total Statistics Scale Mean if Item Deleted nhan vien ban hang nhiet tinh voi khach hang co van de ve san pham, nhan vien ban hang thuc su quan tam giai quyet nhan vien ban hang luon biet cach tra loi thac mac cua khach hang nhan vien ban hang san sang nhan tra lai va doi hang khach hang co yeu cau Scale Variance if Corrected ItemItem Deleted Total Correlation Cronbach's Alpha if Item Deleted 11.93 1.719 448 627 11.85 1.567 503 590 11.73 1.539 483 604 11.71 1.736 424 641 Reliability Statistics Cronbach's Alpha N of Items 706 Item-Total Statistics Scale Mean if Item Deleted dap ung don hang chinh xac cong ty co phuong tien van tai ho tro viec van chuyen cho khach hang cong ty luon giao hang kip thoi cong ty co nhan vien boc xep, giao hang va xep hang tai bai gon gang Scale Variance if Corrected ItemItem Deleted Total Correlation Cronbach's Alpha if Item Deleted 12.08 1.967 463 661 12.47 1.808 533 616 12.07 2.089 486 647 12.55 2.088 491 644 Reliability Statistics Cronbach's Alpha N of Items 678 SVTH: Thu Ly K42 QTKD Tng hp Khúa lun tt nghip GVHD: PGS.TS Nguyn Khc Hon Item-Total Statistics Scale Mean if Item Deleted thuong xuyen co cac chuong trinh khuyen mai doi voi gach men Dacera chuong trinh khuyen mai cua gach men Dacera hap dan co cac chuong trinh ho tro ban hang kip thoi (bang hieu, catologue) thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang Scale Variance if Corrected ItemItem Deleted Total Correlation Cronbach's Alpha if Item Deleted 10.95 2.333 455 615 10.56 2.382 489 596 10.55 2.156 387 677 10.37 2.328 543 565 Reliability Statistics Cronbach's Alpha N of Items 709 Item-Total Statistics Scale Mean if Item Deleted so voi chat luong hien tai, gia ban hop ly so voi gach men cua cong ty khac, gia gach men Dacera la co the canh tranh muc chiet khau hap dan gia thay doi linh hoat theo su bien dong cua thi truong Scale Variance if Corrected ItemItem Deleted Total Correlation Cronbach's Alpha if Item Deleted 11.98 1.953 460 667 12.11 1.881 469 663 12.80 1.624 647 542 11.89 2.176 416 691 Reliability Statistics Cronbach's Alpha N of Items 724 Item-Total Statistics Scale Mean if Item Deleted mau ma san pham da dang san pham co cung tot kich thuoc san pham luon co su dong deu mau sac kho bi phai Scale Variance if Corrected ItemItem Deleted Total Correlation Cronbach's Alpha if Item Deleted 11.33 10.76 1.644 1.781 484 484 682 678 11.04 1.555 640 584 10.99 1.832 451 696 SVTH: Thu Ly K42 QTKD Tng hp Khúa lun tt nghip GVHD: PGS.TS Nguyn Khc Hon Kim tra s tng quan gia bin ph thuc v tng bin c lp Correlations kha nang tieu thu san pham gach men Dacera cao GIACK 386 kha nang tieu thu san pham gach men Dacera cao Pearson Correlation N 150 GIACK Pearson Correlation 386 Sig (2-tailed) 000 N 150 Sig (2-tailed) ** 000 ** 150 150 ** Correlation is significant at the 0.01 level (2-tailed) Correlations kha nang tieu thu san pham gach men Dacera cao Pearson Correlation XTHH 457 Sig (2-tailed) N XTHH kha nang tieu thu san pham gach men Dacera cao ** 000 150 ** Pearson Correlation 457 Sig (2-tailed) 000 N 150 150 150 ** Correlation is significant at the 0.01 level (2-tailed) Correlations kha nang tieu thu san pham gach men Dacera cao Pearson Correlation HDPP 547 Sig (2-tailed) N HDPP kha nang tieu thu san pham gach men Dacera cao 000 150 ** Pearson Correlation 547 Sig (2-tailed) 000 N 150 ** Correlation is significant at the 0.01 level (2-tailed) SVTH: Thu Ly K42 QTKD Tng hp ** 150 150 Khúa lun tt nghip GVHD: PGS.TS Nguyn Khc Hon Correlations kha nang tieu thu san pham gach men Dacera cao NVBH kha nang tieu thu san pham gach men Dacera cao NVBH 043 Pearson Correlation Sig (2-tailed) 602 N 150 150 Pearson Correlation 043 Sig (2-tailed) 602 N 150 150 kha nang tieu thu san pham gach men Dacera cao MMCL 337 Correlations kha nang tieu thu san pham gach men Dacera cao Pearson Correlation Sig (2-tailed) 000 N MMCL ** 150 150 ** Pearson Correlation 337 Sig (2-tailed) 000 N 150 150 ** Correlation is significant at the 0.01 level (2-tailed) Hi quy b Model Summary Model R 727 R Square a Adjusted R Square 528 Std Error of the Estimate 515 Durbin-Watson 374 1.969 a Predictors: (Constant), XTHH, HDPP, GIACK, MMCL b Dependent Variable: kha nang tieu thu san pham gach men Dacera cao b ANOVA Model Sum of Squares df Mean Square F Sig Regression 22.741 5.685 40.546 000 Residual 20.332 145 140 Total 43.073 149 a Predictors: (Constant), XTHH, HDPP, GIACK, MMCL b Dependent Variable: kha nang tieu thu san pham gach men Dacera cao SVTH: Thu Ly K42 QTKD Tng hp a Khúa lun tt nghip GVHD: PGS.TS Nguyn Khc Hon a Model Coefficients Standardized Unstandardized Coefficients Coefficients B Std Error Beta (Constant) -1.355 432 f2 173 077 134 f3 261 073 213 f4 380 067 339 f5 538 071 448 a Dependent Variable: kha nang tieu thu san pham gach men Dacera cao Coefficients Model (Constant) Unstandardized Coefficients B Std Error t Sig -3.140 002 2.238 3.568 5.708 7.543 027 000 000 000 Collinearity Statistics Tolerance VIF 907 912 921 921 a Standardized Coefficients Beta t Sig -3.140 002 GIACK 261 073 213 3.568 MMCL 173 077 134 2.238 HDPP 538 071 448 7.543 XTHH 380 067 339 5.708 a Dependent Variable: kha nang tieu thu san pham gach men Dacera cao 000 027 000 000 -1.355 432 SVTH: Thu Ly K42 QTKD Tng hp 1.103 1.096 1.086 1.086
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