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Nghin cu nhng yu t nh hng n quyt nh mua ca khch hng ti cng ty TNHH TM Phc Ph

PHN 1: T VN

1. L do chn ti

Trong iu kin kinh t th trng hin i, bn hng ngy cng tr nn kh khn

hn do kh nng cung ng ra th trng ngy cng a dng v i hi cht lng tha mn

ngy cng cao cng nh mc cnh tranh ginh ly khch hng ngy cng quyt lit.

Mi doanh nghip kinh doanh trn th trng u phi i mt vi quy lut cnh tranh gay

gt v s o thi nu h khng xc nh c cho mnh mt chin lc kinh doanh thch

hp trong tng giai on. Sn phm c cht lng v gi c phi chng khng c ngha l

ngi tiu dng s mua ngay. H phi bit c thng tin v doanh nghip cung cp snphm v dch v, nhng l do h phi mua sn phm ca cng ty ny ch khng phi l

cng ty khc vi nhng sn phm v dch v tng t. ngi tiu dng mua sn phm

ca mnh, cc doanh nghip phi hiu c nhng yu t no tc ng n ngi tiu

dng, t c nhng chin lc bn hng ph hp vi tnh hnh ca doanh nghip. Khi

hiu c khch hng, cc doanh nghip s to mi quan h tt p vi khch hng, tng

doanh s thu v.

Vit Nam c xem l mt th trng y hp dn i vi cc hng xe my khi yl phng tin i li c s dng ph bin. Trn a bn tnh Tha Thin Hu, trong

nhng nm tr li y c s xut hin ngy cng nhiu cc i l nhn lm i l phn

phi ca cc hng xe khc nhau. Chnh v th m cc n v hot ng trong lnh vc ny

ngy cng chu s cnh tranh gay gt. V trong hon cnh , nhng doanh nghip no hiu

ng khch hng c th lm khch hng hi lng v chn mua xe cng ty l ngi

chin thng.

Cng ty TNHH TM Phc Ph to ra c ting vang ln trong lng cng

chng v uy tn v cht lng trong vic cung ng sn phm, dch v YAMAHA 3S trn

a bn thnh ph Hu. Nhng trong thi bui cnh tranh gay gt nh hin ti, liu rng

cng ty c ng vng c hay khng? ng vng sau giai on c quyn, Phc Ph

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c nhng bin php no hot ng bn hng hiu qu hn, thu ht c nhiu khch

hng hn. Mun vy, trc ht cng ty phi hiu c yu t no nh hng n khch

hng h mua sn phm ca cng ty. ti Nghin cu nhng yu t nh hng n

quyt nh mua ca khch hng ti cng ty TNHH TM Phc Ph s gii quyt

vn ny.

2. Cu hi v mc tiu nghin cu

Cu hi nghin cu:

Nhng nhn t no nh hng n quyt nh mua xe my ca khch hng ti

Cng ty TNHH TM Phc Ph?

Mc nh hng ca cc nhn t ti quyt nh mua ca khc hng nh th

no?

Nhng gii php no nhm tng kh nng tiu th xe my ti Cng ty TNHH

TM Phc Ph?

Mc tiu nghin cu:

Phn tch v nh gi mc nh hng ca cc nhn t ti quyt nh mua ca

khch hng.

Trn c s phn tch cc yu t nh hng n quyt nh mua hng, xutmt s gii php nhm tng kh nng tiu th xe my Cng ty TNHH TM Phc Ph.

3. Phm vi v i tng nghin cu

Phm vi nghin cu:

Khng gian: Cng ty TNHH TM Phc Ph.

Thi gian: t thng 3 n thng 4 nm 2012.

i tng nghin cu:

Cc yu t nh hng n quyt nh mua xe my ca khch hng ti Cng ty

TNHH TM Phc Ph.

4. Phng php nghin cu

4.1 Phng php nghin cu nh tnh

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Nghin cu nh tnh khm ph, iu chnh v b sung cc bin quan st dng

o lng cc khi nim nghin cu. Phng php ny c thc hin theo phng php

phng vn su (n= 30) theo mt ni dung c chun b trc da theo thang o c sn.

Nhm s tin hnh phng vn su 30 khch hng n mua xe my ti Cng ty TNHH TM

Phc Ph. Thng tin cn thu thp s b l nhng yu t no nh hng n quyt nh

mua xe my.

Kt qu nghin cu s b l c s cho thit k bng cu hi a vo nghin cu

chnh thc. Bng cu hi sau khi c chnh sa, b sung, hon thin c a vo nghin

cu chnh thc.

4.2 Phng php nghin cu nh lng

4.2.1 Phng php thu thp d liu

D liu th cp: tm hiu v thu thp cc thng tin v Cng ty TNHH TM

Phc Ph t cc phng tin truyn thng, sch bo, tp ch, internet, ...

D liu s cp: thu thp t phiu iu tra pht cho khch hng ti Cng ty

TNHH TM Phc Ph.

4.2.2 Xc nh kch thc mu

V kch thc mu, nhm m bo tnh i din cho tng th nghin cu nhm xcnh c mu nghin cu thng qua cng thc:

Trong :

- tin cy p = 95%Z tng ng = 1.96

- Sai s cho php e = 5%

- V lch chun, nhm da vo kt qu nghin cu trc (Kha lun "Nng

cao s hi lng v cht lng dch v ti cng ty TNHH TM Phc Ph" -

Trng Th Nh Ngc - K41 QTKD Marketing) c lch chun S = 0,285

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C mu tnh ra c theo cng thc l: 1,962 * 0,2852 / 0,052 = 124,8 = 125

4.2.3 Phng php x l s liu

Phng php thng k m t

H s Cronbachs Alpha nh gi tin cy ca thang o

Phn tch nhn t khm ph EFA v hi quy

Kim nh One Sample T-Test

Kim nh Oneway Anova

* Phn tch nhn t:

D liu thu thp c x k bng phn mm SPSS. Sau khi m ha v lm sch d

liu s tip tc c a vo phn tch nhn t.+ Phn tch nhn t c s dng kim nh s hi t ca cc bin thnh phn

v khi nim. Cc bin c h s tng quan n gia bin v cc nhn t (factor loading)

nh hn 0,5 s b loi. Phng php trch Principal Axis Factoring c s dng km

vi php quay Varimax. im dng trch khi cc yu t c Initial Eigenvalues > 1.

- Xc nh s lng nhn t

S lng nhn t c xc nh da trn ch s Eigenvalue, ch s ny i din cho

phn bin thin c gii thch bi mi nhn t. Theo tiu chun Kaiser, nhng nhn tc ch s Eigenvalue nh hn 1 s b loi khi m hnh (Garson, 2003).

Tiu chun phng sai trch (Variance explained criteria): tng phng sai trch phi

ln hn 50%.

- gi tr hi t

thang o t gi tr hi t th h s tng quan n gia cc bin v cc nhn t

(factor loading) phi ln hn hoc bng 0,5 trong mt nhn t (Jun & ctg, 2002).

- gi tr phn bit

t c gi tr phn bit, khc bit gia cc factor loading phi ln hn hoc

bng 0,3 (Jabnoun & ctg, 2003).

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Phng php trch h s s dng thang o: Mc ch kim nh cc thang o nhm

iu chnh phc v cho vic chy hi quy m hnh tip theo nn phng php trch yu

t Principal Axis Factoring vi php quay Varimax s c s dng cho phn tch EFA

trong nghin cu v phng php ny s gip kim nh hin tng a cng tuyn gia cc

yu t ca m hnh (nu c).

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PHN 2: NI DUNG V KT QU NGHIN CU

Chng 1 TNG QUAN V VN NGHIN CU

1.1 Khch hng v nhu cu ca khch hng* Khch hng: l ngi c mong mun v nhu cu v mt sn phm no , t dn n

hnh ng mua hng ha tha mn mong mun .

Khch hng ni chung thng c phn thnh hai loi: Khch hng ni b v

khch hng bn ngoi.

Khch hng bn ngoi: l nhng ngi m bn c giao dch, k c gp g

trc tip hay qua in thoi, nhng ngi mua sm sn phm/dch v ca bn. H l nhng

khch hng theo quan nim truyn thng. Khng c h s c khng c bn hng, khng c

kinh doanh, khng c tin lng. Nu quan nim v khch hng ca bn dng li y, th

bn mi ch nhn c mt na bc tranh.

Khch hng ni b: Chnh l nhng ngi nhn vin lm vic trong cng ty, h

trng cy vo bn, vo nhng dch v/sn phm v vo thng tin m h cn hon thnh

nhim v ca mnh. H tuy khng phi l khch hng truyn thng, nhng h cng cn

c quan tm, chm sc v i x nh nhng khch hng bn ngoi.

* Nhu cu ca khch hng:

Nhu cu l i hi, mong mun, nguyn vng ca con ngi v vt cht v tinh

thn tn ti v pht trin. Ty theo trnh nhn thc, mi trng sng, nhng c im

tm sinh l, mi ngi c nhng nhu cu khc nhau.

Nhu cu l tnh cht ca c th sng, biu hin trng thi thiu ht ca chnh c

th v do phn bit n vi mi trng sng. Nhu cu ti thiu hay cn gi l nhu cu

c lp trnh qua qu trnh rt lu di tn ti, pht trin v tin ha.1.2 M hnh hnh vi mua ca khch hng

S pht trin v quy m ca cc doanh nghip v th trng to ra khong cch

gia nhng ngi qun tr marketing v cc khch hng ca h. H t c c hi hn giao

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tip trc tip vi khch hng. Cc nh iu hnh phi c gng hng n vic tm hiu

ngi tiu dng bit c:

Ai mua ? (Khch hng)

H mua g? (Sn phm)

Ti sao h mua ? (Mc tiu)

Nhng ai tham gia vo vic mua ? (T chc)

H mua nh th no ? (Hot ng)

Khi no h mua ? (C hi)

H mua u ? (Ni bn)

Vn ct yu l hiu c ngi tiu dng hng ng nh th no trc nhng

tc nhn marketing khc nhau m doanh nghip c th s dng n? Doanh nghip no

hiu c ch thc ngi tiu dng s p ng ra sao trc cc c trng ca sn phm,

gi c, thng ip qung co, l c c li th hn hn cc i th cnh tranh ca mnh.

Cc tc

nhn

marketing

Cc tc

nhn khc

Sn phm

Gi c

Phn phi

Xc tin

Kinh t

Chnh tr

Vn ha

Cng ngh

1.3 Tin trnh ra quyt nh mua ca khch hng

Tin trnh quyt nh mua ca ngi tiu dng c th c m hnh ha thnh nm

giai on: thc v nhu cu, tm kim thng tin, nh gi cc phng n, quyt nh mua

v hnh vi sau khi mua. Nh vy, tin trnh quyt nh mua ca ngi tiu dng bt u

trc khi vic mua thc s din ra v cn ko di sau khi mua.

7

HP EN CA NGI MUA

c im ca ngi muaTin trnhquyt nh ca ngi muaVn ha

X hi

C tnh

Tm lNhn thc vn

Tm kim thng tin

nh gi

Quyt nh

Hnh vi mua

Cc p ngca ngi

muaChn sn

phm

Chn nhn hiu

Chn ni mua

Chn lc mua

S lng mua


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M hnh v tin trnh quyt nh mua ca ngi tiu dng trn y bao qut y

nhng vn ny sinh khi mt ngi tiu dng cn la chn mua sm cc sn phm v

nhn hiu, nht l khi ng trc mt vic mua sm mi cn tm nhiu. Tuy nhin,

trong trng hp nhng sn phm hay nhn hiu m ngi tiu dng thng xuyn mua, t

cn tm, th ngi mua c th b qua hay o li mt s giai on trong tin trnh .

1.4 Nhng yu t nh hng n quyt nh mua

Vic mua sm ca ngi tiu dng chu tc ng mnh m ca nhng yu t vn

ha, x hi, c nhn v tm l. Nhng yu t ny c trnh by trong hnh di. i vi

nh qun tr, a s nhng yu t ny l khng th kim sot c, nhng chng cn phi

c phn tch cn thn v xem xt nhng nh hng ca chng n hnh vi ca ngi

mua.

Vn ha- Vn ha

- Vn ha

c th

- Tng lp

x hi

X hi

- Nhm thamkho

- Gia nh

- Vai tr v a

v

C nhn- Tui v khong i

- Ngh nghip

- Hon cnh kinh t

- C tnh v s t

nhn thc

Tm l

- ng c

- Nhn thc

- Kin thc

- Nim tin v quan im

NGI

MUA

1.5 M hnh nghin cu

Sau khi phng vn s b 30 khch hng, nhm xc nh cc yu t ban u v a

ra m hnh nghin cu sau:

Yu t gi cKiu dng, mu mi ng nhn vin

Hnh visau khi

mua

nh gicc

phngn

Quytnh mua

Tmkim

thng tin

thcv nhu

cu

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H thng c s vt chtDch v khch hngUy tn ca cng tynh hng ca ngi xung quanh

Yu t chiu th

1.6 Khi qut tnh hnh th trng xe my ti Vit Nam

Vit Nam l mt trong nhng nc c t l s dng xe gn my cao nht trn th

gii. Do y thc s l mt th trng ln v y sc hp dn i vi cc hng xe . V

ng nhin, i km theo l mt s canh tranh rt khc lit. Trong nhng nm gn y,

th trng xe gn my Vit Nam c s thay i rt ln, c th l: sau khi cng ty lin

doanh Honda Vit Nam c thnh lp v i vo hot ng th ngi tiu dng Vit Namgi y c th s dng nhng chic xe gn my mang nhn hiu Honda c sn xut

ngay trn lnh th Vit Nam.

Bn cnh khi thy c nhu cu s dng xe gn my ca ngi dn Vit Nam l

rt ln, mt s hng sn xut xe gn my ln khc cng tin hnh lin doanh vi Vit

Nam thnh lp nhng cng ty lin doanh sn xut xe gn my nh: Suzuki Vit Nam,

YAMAHA Vit Nam, VMEP ca tp on SYM...

Ngi tiu dng Vit Nam gi y c th t do la ch nhng sn phm xe gn

my m mnh yu thch. Cng chnh t , Honda Vit Nam c s cnh tranh gay gt

vi cc hng sn xut v lp rp xe gn my ti Vit Nam khc. Cuc cnh tranh gi y

khng ch cn l cnh tranh gia cht lng, mu m, kiu dng, gi c na m gi y

thc s l cuc cnh tranh v thng hiu sn phm. M bt k mt cuc cnh tranh no v

thng hiu sn phm cng din ra rt gay gt, quyt lit.

Trong nhng nm tr li y, th trng xe gn my a dng nay li cn a dnh

hn. bi nhng chic xe gn my Trung Quc c nhp khu cng nh c sn xut t

ti Vit Nam. Sn phm xe gn my Trung Quc vi u th l gi r, chng loi phong ph

thc s ph hp vi ngi tiu dng Vit Nam c nhu cu s dng xe gn my xong li

c thu nhp thp hoc nhng ngi dn c nhu cu i xe mi xong li khng c tin,...

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Quyt nh la chncng ty mua xe my


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Nh vy gi y cc hng xe my lin doanh Vit Nam thc s bc vo cuc

cnh tranh kp, mt bn l cc lin doanh sn xut v lp rp xe gn my khc ti Vit Nam

v mt bn l nhng sn phm xe gn my Trung Quc c lp rp hoc nhp khu t

vo th trng Vit Nam.

1.7 Tng quan v Cng ty TNHH TM Phc Ph

1.7.1 Qu trnh hnh thnh v pht trin

Cng ty TNHH TM Phc Ph c tin thn l mt ca hng kinh doanh xe my

tng hp vi quy m nh, c thnh lp ngy 01 thng 5 nm 1992, t ti L Li.

Bc ngoc trong qu trnh hot ng ca cng ty nh du bng s kin ngy 25

thng 02 nm 2001, cng ty k kt hp ng lm i l phn phi chnh thc xe my

YAMAHA trn a bn Thnh ph Hu. Nhim v ca cng ty l cung cp cc loi xe

chnh hng, m bo cht lng nh trong hp ng. Ngc li, Phc Ph nhn c s

h tr v c s vt cht, o to v cc hot ng h tr khc ca YAMAHA Vit Nam.

Thng 3 nm 2003, cng ty chuyn a im kinh doanh v s 1 Trng nh. T

y, Phc Ph dn y mnh hot ng kinh doanh, chim lnh th trng phn phi xe

YAMAHA trn a bn Thnh ph Hu.

Ngy 17 thng 7 nm 2006, v l do khch quan, cng ty chuyn tip a im kinh

doanh v 117 Nguyn Hu. y l mt ca hng khang trang vi din tch kh rng, th

hin s u t rt ln v cng l tham vng chim lnh th trng xe YAMAHA trn a

bn Tha Thin Hu ca Ban gim c.

Sau 18 nm hot ng, n nay Cng ty TNHH TM Phc Ph c 2 c s kinh

doanh ti 117 Nguyn Hu v 92 Mai Thc Loan. Cng ty cng c mt vn phng giao

dch ti 18 L i Hnh, ni thc hin cc hot ng giao dch vi nh cung ng v khch

hng.Qu trnh hot ng ca cng ty t c nhiu thnh tu ng k nh:

c cng nhn l i l YAMAHA 3S chnh thc ca YAMAHA Vit Nam.

Gii thng bn hng tt nht (The best seller) do YAMAHA trao tng.

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L 1 trong 3 i l c doanh s cao nht nm 2005.

1.7.2 c im hot ng kinh doanh

M hnh i l YAMAHA 3S ca YAMAHA Vit Nam l s kt hp ca 3 yu t:

Bn hng (Sale)

Cc dch v bo hnh, bo tr sau bn hng (Servicing)

Cung cp ph tng chnh hng (Spare)

c im kinh doanh th hin qua m hnh sau:

M hnh i l 3S ca YAMAHA

1.7.3 Chc nng, nhim v

Chc nng thng mi: cung ng cc loi xe my, ph tng, du nht do YAMAHA

sn xut ra th trng.

Chc nng dch v:

Thc hin chc nng bo hnh, bo dng, sa cha vi tt c cc sn phm ca

YAMAHA.

Kt hp cc t chc ti chnh cung cp cc dch v ti chnh cho khch hng.

Thc hin dch v ng k xe mi, np thu trc b, ly bin s xe cho khch

hng. Dch v ny i km vi cng tc bn hng ca doanh nghip.

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Spare

Service


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1.7.4 C cu b my t chc

C cu b my t chc ca Phc Ph kh gn nh, tng i ph hp vi quy m

hot ng kinh doanh ca cng ty.

Ghi ch:

: Quan h trc tuyn

: Quan h chc nng

S b my t chc Cng ty TNHH TM Phc Ph

1.7.5 Tnh hnh s dng lao ng

Tnh hnh s dng lao ng ti cng tyCh tiu

2007 2008 2009SL % SL % SL %

Nam 27 68% 36 67% 38 68%N 13 32% 18 33% 18 32%

c o to NV 35 88% 50 93% 54 96%

Phngk ton

BanGim c

Phngkinh doanh

B phnph tng

B phnbo hnh

B phnph tng

B phnbo hnh

B phnbn hng

Ca hng

B phnbn hng

Ca hng

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Cha qua o to NV 5 12% 4 7% 2 4%Tng s lao ng 40 100% 54 100% 56 100%

Tng s lao ng ca cng ty c xu hng tng ln, ch yu tng mnh vo nm2008 do cng ty m thm chi nhnh th 2 ti 92 Mai Thc Loan.

n 2009, lao ng ca cng ty dn i vo n nh, khng c s thay i no ng k.

Trong c cu lao ng ca cng ty, lao ng nam chim t trng ln, chim gn

70%. C cu lao ng ny kh ph hp vi c th hot ng sn xut kinh doanh ca

cng ty.

S lao ng qua o to nghip v ca cng ty chim t trng rt cao, khong t 90

96%. iu ny th hin rng cng ty lun quan tm n i ng lao ng ca mnh,thng xuyn c i tp hun nng cao tay ngh.

1.7.6 Tnh hnh hot ng kinh doanh

1.7.6.1 Kt qu bn hng

Kt qu hot ng bn hngNm 2007 Nm 2008 Nm 2009

7363 (chic) 6613 (chic) 5595 (chic)

Kt qu hot ng bn hng trong 3 nm qua ca Phc Ph c xu hng gim

mnh. Nm 2008, s lng xe bn ra gim 750 chic so vi 2007, nm 2009 s lng xe b

gim i so vi 2008 l 1018 chic. y l mt du hiu xu trong hot ng bn hng ca

cng ty.

Nguyn nhn ca xu hng gim ny c th gii thch l do nh hng ca giai

on khng hong kinh t va qua. Thm vo l s tham gia ngy cng ng ca cc

ca hng phn phi xe YAMAHA trn a bn Thnh ph, khin cho th phn ca Phc

Ph b chia nh dn. Nu nh nm 2007, cng ty chim hn na th trng phn phi xe

YAMaHA th n nm 2009, th phn ca cng ty ch cn 45,33%. Mt nguyn nhn na l

do Quc Hng v Tn Long Ph, hai i th cnh tranh chnh bt u m rng hot ng

kinh doanh, iu ny dn ti vic th phn ca hai i th ny tng ln, cn ring ca

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Phc Ph th gim xung. Tuy nhin, th phn ca cng ty gim xung lin tc qua 3 nm

cng l mt du hiu hot ng khng hiu qu ca cng ty.

1.7.6.2 Kt qu hot ng kinh doanh

Doanh thu bn hng gim ko theo kt qu hot ng kinh doanh ca cng ty cng

gim theo. Hn na, nm 2008, cng ty m rng chi nhnh 92 Mai Thc Loan nn lm gia

tng chi ph, t li nhun sau thu gim mnh. Mc d vy, do nm 2009 s lng xe

n bo hnh tng ln nn li nhun sau thu ca cng ty vn tng ln so vi 2 nm trc.

1.7.7 Tnh hnh khch hng

C cu khch hng

C cu

Nm 2007 Nm 2008 Nm 2009

S lng(ngi)

% S lng(ngi)

% S lng(ngi)

%

Thnh ph 2232 31,49% 2111 31,91% 1786 29,79%Huyn 4856 68,51% 4502 68,08% 4209 70,21%Tng 7077 100% 6613 100% 5995 100%

V c cu khch hng ca Phc Ph c th phn chia thnh 2 nhm theo khu vc

a l: nhm khch hng khu vc Thnh ph Hu v nhm khch hng khu vc cc

huyn ngoi Thnh ph.Qua 3 nm c cu khch hng ca Phc Ph hu nh khng thay i. khch hng

t cc huyn lun chim gn 70% tng s khch hng, nhm khch hng khu vc Thnh

ph Hu chim 30% trong c cu. thng k ny cho thy trong thi gian ti Phc Ph cn

quan tm hn n i tng khch hng cc huyn khc ngoi thnh ph.

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Chng 2 NGHIN CU YU T NH HNG N VIC LA CHN

MUA XE MY CA KHCH HNG TI CNG TY TNHH TM PHC PH

2.1 c im ca i tng nghin cu2.1.1 Gii tnh

Bng 1: Thng k gii tnh khch hngGii tnh Nam NS lng (ngi) 74 51T l (%) 59,2 40,8

(Ngun: x l spss )

Khch hng tham gia iu tra c s chnh lch, t l gii tnh nam nhiu hn so vi

n. Tuy nhin chnh lch ny cng khng ng k. C th 74 nam trong tng s 125 ngitr li phng vn chim 59,2%, cn li 51 khch hng n chim 40,8%. qua kt qu trn

cho thy, tuy c nh gi v tin cy vo kh nng mua xe cua nam gii kh cao,

nhng hin nay s lng khch hng n n ca hng mua xe cng xp x. y cng lun

v nn l nhm khch hng cn c ch v quan tm.

2.1.2 V tui ca khch hng

Bng 2: Thng k tui khch hng

(Ngun: x l SPSS)

Trong tng s 125 mu khch hng c iu tra th phn ln cc khch hng unm trong tui t 18-24 tui c 55 khch hng (chim 44% ) v 34 khch hng trong

tui t 25-50 tui (chim 27,2%). iu ny cng d hiu v 2 nhm tui ny c nhu cu

v phng tin i li kh cao v kh nng chi tr cng m bo.

2.1.3 V thu nhp ca khch hng

Tui 50S lng (ngi) 14 55 34 22T l (%) 11,2 44,0 27,2 17,6

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Bng 3: Thng k thu nhp khch hng

Thu nhp Di 1 triu 1 - 3 triu 3 5 triu Trn 5 triuS lng (ngi) 44 48 26 7

T l (%) 35.2 38,4 20,8 5,6(Ngun: x l spss )

Theo thng k th thu nhp ca khch hng tham gia phng vn phn ln nm t

khong di 1 triu (35,2%) v t 1 - 3 triu (38,4%) v phn ln khch hng tham gia

phng vn c tui i cha cao, hu ht hoc cha i lm hoc mi i lm nn thu nhp

cha cao. Tuy nhin hin nay kh nng mua xe my khng ch dng li thu nhp c nhn,

rt nhiu ngi c th mua xe nh vo s tr gip ca gia nh hoc cc ngun vay khc.

Nn c nhng khch hng d cha c thu nhp nhng vn c kh nng mua xe.

2.2 Kim nh tin cy ca thang o

nh gi tin cy cho tng thnh phn bng Cronbach Alpha, cc bin tng quan

c bin tng < 0,3 c xem l bin rc v b loi. Thang o c chp nhn khi h s

Cronbach Alpha 0,6

2.2.1 Thang o yu t gi c

Bng 4: Kim nh thang o yu t gi c

Bin quan st

Tng quan

bin tng

Cronbachs Alpha

nu loi binGi xe khng cao hn ni khc 0,568 0,661Gi ph hp vi tng loi xe 0,448 0,673Gi n nh 0,572 0,658Gi cng b r rng 0,448 0,726

Cronbach's Alpha = 0,740

(Ngun: x l spss )

Cronbach's Alpha = 0,740 > 0,6 v cc h s tng quan bin tng ca cc bin o

lng thnh phn u t gi tr ln hn 0,3 nn thang o tin cy v cc bin quan

st c gi li.

2.2.2 Thang o v kiu dng, mu m

Bng 5: Kim nh thang o yu t kiu dng, mu m

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Bin quan stTng quan

bin tng

Cronbachs Alpha

nu loi binKiu dng, mu m thnh hnh 0,625 0,606

Kiu dng, mu m mi nht 0,572 0,670Kiu dng mu, m a dng 0,533 0,713Cronbach's Alpha = 0,749

(Ngun: x l spss )

Cronbach's Alpha = 0,749 v cc h s tng quan bin tng ca cc bin o lng

thnh phn u t gi tr ln hn 0,3. Nn thang o tin cy v cc bin quan st

c gi li

2.2.3 Thang o v i ng nhn vin

Bng 6: Kim nh thang o yu t i ng nhn vin ln 1

Bin quan stTng quan

bin tng

Cronbachs Alpha

nu loi binNV nim n, nhit tnh 0,462 0,564NV bit lng nge 0,506 0,546NV c hiu bit 0,468 0,569NV to cm gic thoi mi 0,438 0,573NV trang phc p gn 0,199 0,668

NV lch s0,212 0,657


(Ngun: x l spss )

Qua phn tch h s Cronbach Alpha ta thy, h s tng quan bin tng ca bin

NV trang phc p, gn = 0,199 < 0,3 v bin NV lch s = 0,212 < 0,3 nn s b loi

ra khi m hnh.

Cronbachs Alpha sau khi loi 2 bin trn:

Bng 7: Kim nh thang o yu t i ng nhn vin ln 2Bin quan st

Tng quan

bin tng

Cronbachs Alpha

nu loi binNV nim n, nhit tnh 0,566 0,603NV bit lng nge 0,556 0,609NV c hiu bit 0,470 0,665

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NV to cm gic thoi mi 0,405 0,705Cronbach's Alpha = 0,710

(Ngun: x l spss )

Kt qu trn cho thy thang o tin cy, cc bin quan st u c gi li.2.2.4 Thang o v h thng c s - vt cht

Bng 8: Kim nh thang o h thng c s vt cht ln 1

Bin quan stTng quan

bin tng

Cronbachs Alpha

nu loi binca hng khang trang 0,503 0,651khng gian ca hng rng 0,632 0,603bi u xe rng 0,648 0,593v tr ca hng thun li 0,527 0,641b tr ph hp, d quan st 0,131 0,799

Cronbach's Alpha = 0,712(Ngun: x l spss )

Da vo kt qu trn, ta loi bin b tr ph hp. d quan st. Sau kim nh

li ta c kt qu:

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Bng 9: Kim nh thang o h thng c s vt cht ln 2

Bin quan stTng quan

bin tng

Cronbachs Alpha

nu loi bin

ca hng khang trang 0,571 0,771khng gian ca hng rng 0,696 0,710bi u xe rng 0,727 0,691v tr ca hng thun li 0,474 0,813


Cronbachs Alpha = 0,799 v h s tng quan bin tng ca cc bin u t yu

cu. Nh vy, thang o t yu cu.

2.2.5 Thang o dch v khch hng

Bng 10: Kim nh thang o dch v khch hng ln 1

Bin quan stTng quan

bin tng

CronbachsAlpha nu loi

bin.t vn y , r rng 0,163 0,660tr gp li sut hp l 0,483 0,530ph sa xe lu ng hp l 0,410 0,563phm vi sa xe lu ng rng 0,396 0,568CL bo hnh xe m bo 0,442 0,547

nhiu t bo tr. thay nhtmin ph

0,280 0,611


Ta loi 2 bin t vn y , r rng v bin nhiu t bo tr. thay nht min

ph do h s tng quan bin tng nh hn 0,3. Sau khi loi bin:

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Bng 11: Kim nh thang o dch v khch hng ln 2

Bin quan stTng quan

bin tng

CronbachsAlpha nu loi

bin.

tr gp li sut hp l 0,448 0,601ph sa xe lu ng hp l 0,510 0,561phm vi sa xe lu ng rng 0,419 0,620CL bo hnh xe m bo 0,421 0,620


Cronbachs Alpha = 0,667 v h s tng quan bin tng ca cc bin u t yu

cu ln hn 0,3 nn thang o t yu cu.

2.2.6 Thang o uy tn cng tyBng 12: Kim nh thang o uy tn cng ty ln 1

Bin quan stTng quan

bin tng

Cronbachs Alpha

nu loi bincung cp giy t y 0,222 0,746 to cm gic an tm 0,512 0,502thc hin tt cc cam kt 0,514 0,517TH nhiu ngi nh gi cao 0,515 0,508


(Ngun: x l spss )Bin cung cp giy t y c h s tng quan bin tng l 0,222 < 0,3 nn b

loi. Chy li kim nh, ta c:

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Bng 13: Kim nh thang o uy tn cng ty ln 2

Bin quan stTng quan

bin tng

Cronbachs Alpha

nu loi bin

to cm gic an tm 0,517 0,734thc hin tt cc cam kt 0,615 0,619TH nhiu ngi nh gi cao 0,594 0,636


Theo nh kt qu th thang o t yu cu vi Cronbachs Alpha = 0,746

2.2.7 nh hng ngi xung quanh

Bng 14: Kim nh thang o nh hng ca ngi xung quanh

Bin quan st

Tng quan

bin tng

Cronbachs Alpha

nu loi binNgi thn khuyn mua xe

PP0,680 0,727

mua v nhiu ngi xq mua 0,759 0,651nhiu ngi quen c bit PP 0,565 0,833



lng thnh phn u t gi tr ln hn 0,3. Vy, thang o tin cy v cc bin quanst c gi li.

2.2.8 Thang o v chiu th

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Bng 15: Kim nh thang o chiu th

Bin quan stTng quan

bin tng

Cronbachs Alpha

nu loi bin

chiu th gip nhn bit tin ch 0,546 0,649chiu th hp dn 0,607 0,578chiu th thng xuyn 0,507 0,700



lng thnh phn u t gi tr ln hn 0,3. Nn thang o tin cy v cc bin quan

st c gi li.

2.3 Phn tch nhn t cc bin c lp

* Kim nh KMO

Bng 16: Kim nh KMO

Kaiser-Meyer-Olkin Measure of SamplingAdequacy.

.655

Bartlett's Test ofSphericity

Approx. Chi-Square 1.240E3

df 351

Sig. .000

(Ngun: x l spss )Vi kt qu kim nh KMO t 0,655 > 0,5 v cc bin khng c tng quan vi

nhau trong tng th (sig = 0,000 < 0,05) iu kin tin hnh phn tch nhn t.

* Phn tch nhn t

Tin hnh phn tch nhn t vi 28 bin ca 8 nhn t, 6 bin b loi trong phn

kim nh tin cy thang o. Kt qu phn tch nhn t ln 1 nh sau:

Bng 17: Kt qu phn tch nhn t ln 1

Rotated Component Matrixa

Component

1 2 3 4 5 6 7 8

bai dau xe rong 0,837

khong gian cua hang rong 0,746

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cua hang khang trang 0,709

vi tri cua hang thuan loi 0,642

mua vi nhieu nguoi xung quanhmua

0,822

nguoi than khuyen mua xe o PP 0,804

nhieu nguoi quen biet PP 0,587

thuc hien tot cac cam ket 0,800

tao cam giac an tam 0,724

TH nhieu nguoi danh gia cao 0,674

kieu dang,mau ma moi nhat 0,777

kieu dang,mau ma thinh hanh 0,773kieu dang,mau ma da dang 0,734

gia on dinh 0,853

gia xe ko cao hon noi khac 0,739

gia phu hop tung loai xe 0,713

gia cong bo ro rang 0,580

NV niem no,nhiet tinh 0,821

NV biet lang nghe 0,776

NV tao cam giac thoai mai 0,615NV co hieu biet 0,528

chieu thi hap dan 0,788

chieu thi giup nhan biet tien ich 0,642

chieu thi thuong xuyen 0,582

phi sua xe luu dong hop ly 0,770

pham vi sua xe luu dong rong 0,703

CL bao hanh xe dam bao 0,640

tra gop lai suat hop ly .495 .312 0,549(Ngun: X l spss)

Bin tr gp li sut hp l c s chnh lch h s ti gia cc nhn t di 0,3

nn b loi. Tip tc phn tch nhn t ln 2 vi 27 bin ca 8 nhn t, kt qu thu c:

Bng 18: Kt qu phn tch nhn t ln 2

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Component

1 2 3 4 5 6 7 8

Bi xe rng 0,851Khng gian ca hng rng 0,748

Hnh thc ca hng khang trang 0,709

V tr ca hng thun li 0,671

Mua v nhiu ngi xung quanhmua

0,833

Nhiu ngi thn khuyn mua 0,789

Nhiu ngi quen bit n PP 0,595

Thc hin tt cc cam kt 0,805To cm gic an tm 0,718

Thng hiu nhiu ngi nhgi cao

0,677

Kiu dng, mu m thnh hnh 0,788

Kiu dng, mu m mi nht 0,775

Kiu dng, mu m a dng 0,729

Gi xe n nh 0,852

Gi xe khng cao hn ni khc 0,738Gi ph hp tng loi xe 0,720

Gi cng b r rng 0,572

Nhn vin nim n nhit tnh 0,821

Nhn vin bit lng nghe KH 0,776

Nhn vin to cm gic thoi mi 0,617

Nhn vin c chuyn mn 0,533

Chiu th hp dn 0,790

Chiu th gip nhn bit tin ch 0,644Chiu th thng xuyn 0,582

Ph sa xe lu ng hp l 0,790

Phm vi sa xe rng 0,720

Cht lng bo hnh m bo 0,637

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Eigenvalue 5.842 2.737 2.390 1.900 1.586 1.447 1.325 1.134

% Cumulative 68,008

(Ngun: x l spss )Kt qu phn tch nhn t cc bin c lp nh hng n quyt nh la chn cng

ty xe my ca khch hng thnh ph Hu ln ny cho thy: H s ti nhn t (factor

loading) ca tt c cc bin a a vo phn tch nhn t iu ln hn 0,5. Gi tr

Eigenvalue ln hn 1 v tng phng sai trch bng 68,008% > 50% tho mn iu kin

yu cu.

* t tn v gii thch nhn t

Kt qu phn tch nhn t cc bin c lp nh hng n quyt nh la chn siuth lm a im mua sm ca khch hng thnh ph Hu cho thy: H s ti nhn t

(factor loading) ca tt c cc bin a a vo phn tch nhn t iu ln hn 0.5. Gi tr

Eigenvalue ln hn 1 v tng phng sai trch bng 74.023% tho mn iu kin yu cu.

Cc nhn t bao gm:

Nhn t 1: c t tn l C s vt cht, gm cc bin:

Bi xe rng

Khng gian ca hng rng

Hnh thc ca hng khang trang

V tr ca hng thun li

Nhn t 2: c t tn l nh hng ca nhm tham kho, gm cc bin:

Mua v nhiu ngi xung quanh mua

Nhiu ngi thn khuyn mua

Nhiu ngi quen bit n PPNhn t 3: c t tn l Uy tn ca cng ty, gm cc bin:

Thc hin tt cc cam kt

To cm gic an tm

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Thng hiu nhiu ngi nh gi cao

Nhn t 4: c t tn l Kiu dng, mu m, gm cc bin:

Kiu dng, mu m thnh hnh

Kiu dng, mu m mi nht

Kiu dng, mu m a dng

Nhn t 5: c t tn l Gi c, gm cc bin:

Gi xe n nh

Gi xe khng cao hn ni khc

Gi ph hp tng loi xe

Gi cng b r rng

Nhn t 6: c t tn l i ng nhn vin, gm cc bin:

Nhn vin nim n nhit tnh

Nhn vin bit lng nghe KH

Nhn vin to cm gic thoi mi

Nhn vin c chuyn mn

Nhn t 7: c t tn l Xc tin, gm cc bin: Chiu th hp dn

Chiu th gip nhn bit tin ch

Chiu th thng xuyn

Nhn t 8: c t tn l Dch v khch hng, gm cc bin:

Ph sa xe lu ng hp l

Phm vi sa xe rng

Cht lng bo hnh m bo

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2.4 Phn tch hi quy

2.4.1 M hnh iu chnh

C s vt cht

nh hng ca nhm tham khoUy tn ca cng tyKiu dng, mu mGi ci ng nhn vinXc tinDch v khch hng

2.4.2 Phn tch hi quy a bin

M hnh hi quy c dng:

Quyt nh la chn cng ty mua xe = 0 + 1*(C s vt cht) + 2*(nh hng

ca nhm tham kho) + 3*(Uy tn ca cng ty) + 4*(Kiu dng, mu m) +

5*( Gi c) + 6*(i ng nhn vin) + 7*(Xc tin) + 8*(Dch v khch

hng)

Kt qu ca m hnh s gip ta xc nh c mc nh hng ca cc yu t n

quyt nh la chn cng ty mua xe my ca khch hng ti thnh ph Hu. V kt qu

cho ra c mt m hnh hi quy thch hp s dng vi mc ngha quan st ca php

kim nh gi thit v ph hp ca m hnh hi quy tuyn tnh tng th l sig = 0,000.

Mc gii thch mi quan h tuyn tnh gia cc yu t bng phng php hi quy ny

cho kt qu kh cao (R2 hiu chnh = 0,761) ngha l 76,1% s bin thin ca quyt nh

la chn mua xe ca khch hng c gii thch bi tm bin c lp (xem thm phlc).

* Kim nh ph hp ca m hnh

Quyt nh la chncng ty mua xe my

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Kim nh ANOVA c dng kim nh mc ph hp ca m hnh hi quy

tng quan vi gi thuyt H0: khng c mi quan h tuyn tnh gia bin c lp v bin

ph thuc v gi thuyt H1: c mi quan h tuyn tnh gia bin c lp v bin ph thuc.

Bng 19: Kim nh ph hp ca m hnhANOVAb

Model Sum of Squares df Mean Square F Sig.

1

Regression 61,946 8 7,743 43,193 0,000a

Residual 17,568 98 0,179

Total 79,514 106(Ngun: x l spss)

Kt qu phn tch ANOVA cho thy sig = 0,000 < 0,05 nn c s bc b gi

thuyt H0. C ngha l c mi lin h tuyn tnh gia bin ph thuc v bin c lp.

Bng 20: Kim nh h s tng quan ca m hnh hi quyCoefficientsa

Model

H s khngchun ha

H schun ha

t Sig.

Thng k cngtuyn

BSai schun

Beta Tolerance VIF

1

(Constant) 3,393 ,041 82.882 .000C s vt cht ,099 ,041 ,114 2,411 ,018 1,000 1,000

nh hng ca nhmtham kho

,709 ,041 ,819 17,250 ,000 1,000 1,000

Uy tn ca cng ty ,051 ,041 ,059 1,248 ,215 1,000 1,000

Kiu dng, mu m ,158 ,041 ,182 3,843 ,000 1,000 1,000

Gi c ,055 ,041 ,064 1,345 ,182 1,000 1,000

i ng nhn vin -,066 ,041 -,076 -1,601 ,113 1,000 1,000

Xc tin ,179 ,041 ,207 4,365 ,000 1,000 1,000Dch v khch hng ,064 ,041 ,074 1,552 ,124 1,000 1,000

(Ngun: x l spss)

Cc bin Uy tn ca cng ty, Gi c, i ng nhn vin, Dch v khch

hng c gi tr sig ln hn 0,05 nn khng c ngha thng k. Nh vy ta loi khi m

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hnh hi quy. M hnh hi quy ban u cn li 4 bin l: C s vt cht, nh hng ca

nhm tham kho, Kiu dng, mu m, Xc tin. m bo m hnh c ngha ta

cn kim nh v a cng tuyn v t tng quan.

Kt qu trn cho thy h s phng i phng sai ca cc bin (VIF) kh thp, h

s (VIF) nh hn 10 c th bc b hin tng a cng tuyn, hay ni cch khc cc bin

c lp gii thch r rng bin ph thuc.

Tra bng thng k Durbin- Watson, i lng du nm trong khon (du, 4-du) th

khng c t tng quan trong m hnh.

Nh vy phng trnh hi quy sau khi loi 4 bin l ph hp, m bo ngha thng

k, cc bin c lp gii thch tt cc bin ph thuc. Phng trnh vit li nh sau:

Quyt nh la chn cng ty mua xe= 3,393 + 0,099 C s vt cht + 0,709

nh hng ca nhm tham kho + 0,158 Kiu dng, mu m + 0,179 Xc tin

Cc h s hi quy u dng phn nh mi lin h tc ng t l thun ca cc

bin c lp n bin ph thuc. Do , khi cc yu t ny tng ln th mc hi lng

chung quyt nh mua xe ti cng ty no ca khch hng tng ln. V cc h s cho

thy mc nh hng nhiu hay t ca bin c lp n bin ph thuc khi cc bin c

lp khc khng i.

Da vo mc nh hng ca cc yu t trn, cc nh qun tr c th bit c

yu t no nh hng nhiu v yu t no nh hng t n quyt nh chn mua ca khch

hng c th a ra nhng chnh sch phn b ngun lc ph hp. Tp trung ch trng

vo cc yu t c tc ng mnh nhng cng khng b qun cc yu t khc. C nh vy

mi to ra mt tc ng tng hp nh hng mnh n quyt nh chn mua.

T m hnh hi quy trn ta thy c tc ng ca yu t nh hng ca nhm

tham kho tc ng nhiu nht n khch hng v yu t C s vt cht ch c nh hng

nh n khch hng.

2.5 Kim nh gi tr trung bnh tng th (Test value = 3)

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Sau khi tin hnh iu tra bng bng hi, nghin cu cc yu t nh hng ti

quyt nh chn mua xe my ti Phc Ph ca khch hng, nhm nghin cu tin hnh

kim nh One sample t-test. Kt qu thu c gip ta bit c cc yu t c th ca tng

nhn t tc ng n quyt nh mua xe ti Phc Ph . Cc nhn t c xc nh m

hnh hi quy trn.

Ghi ch:

(1) Thang o Likert: 1: Rt khng ng => 5: Rt ng

(2) Gi thuyt: H0: = Gi tr kim nh (test value)

H1: Gi tr kim nh (test value)

(3) Nu: Mc ngha (sig) >= 0,05 th chp nhn gi thuyt H0

Mc ngha (sig) < 0,05 th bc b gi thuyt H0

2.5.1 C s vt cht

H0: Mc quan trng ca yu t C s vt cht nh hng n la chn ni mua

xe ca khch hng = 3

H1: Mc quan trng ca yu t C s vt cht nh hng n la chn ni mua

xe ca khch hng 3

Bng 21: Kim nh One-Sample Test nhn t C s vt chtTest Value = 3

t df Sig. (2-tailed)

Bi u xe rng 4,962 106 ,000

Khng gian ca hng rng 6,657 106 ,000

Ca hng khang trang 5,062 106 ,000

V tr ca hng thun li 5,198 106 ,000(Ngun: x l spss)

Sig ca 4 bin trn u nh hn 0,05 nn ta bc b H0 vi mc ngha 95%, chp

nhn gi thuyt H1. Nh vy, mc quan trng ca cc yu t bi u xe rng, khng

gian ca hng rng, ca hng khang trang v v tr ca hng thun li u khc 3 (mc bnh

thng.

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Da vo gi tr t bit cc yu t ny c nh hng quan trng (>3 khi t > 0) hay

khng quan trng (


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Bn cnh , cc hot ng qung co, cc hot ng ti tr s gip nhiu ngi

bit n cng ty hn. Nhiu ngi bit n cng ty s to ra hiu ng nh hng n quyt

nh ca khch hng.

2.5.3 Kiu dng, mu m

H0: Mc quan trng ca yu t Kiu dng, mu m nh hng n la chn ni

mua xe ca khch hng = 3

H1: Mc quan trng ca yu t Kiu dng, mu m nh hng n la chn ni

mua xe ca khch hng 3

Bng 23: Kim nh One-Sample Test nhn t Kiu dng, mu m

Test Value = 3

t df Sig. (2-tailed)Kiu dng, mu m thnh hnh 5,112 106 ,000

Kiu dng, mu m mi nht 5,463 106 ,000

Kiu dng, mu m a dng 6,657 106 ,000(Ngun: x l spss)

Sig ca cc yu t trn u nh hn 0,05 nn ta bc b H0, chp nhn H1 vi mc

ngha 95%. Gi tr t u dng nn ta kt lun yu t v kiu dng, mu m s nh hng

quan trng n quyt nh ca khch hng.Theo kt qu trn th cng ty nn c chnh sch v to ngun ph hp. Cung cp cc

mu xe mi, mu xe hin ang thnh hnh trn th trng s gip cng ty mau bn c

hng hn. Bn cnh , cng ty cng cn c nhiu mu m khch hng c th la chn.

2.5.4 Xc tin

H0: Mc quan trng ca yu t Xc tin nh hng n la chn ni mua xe ca

khch hng = 3

H1: Mc quan trng ca yu t Xc tin nh hng n la chn ni mua xe cakhch hng 3

Bng 24: Kim nh One-Sample Test nhn t Xc tin

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Test Value = 3

t df Sig. (2-tailed)

Chiu th hp dn 3,120 106 ,002

Chiu th gip nhn bit tin ch 2,952 106 ,004Chiu th thng xuyn 1,910 106 ,059

(Ngun: x l spss)

Yu t chiu th hp dn v chiu th gip nhn bit tin ch c sig l 0,002 v 0,004

u nh hn 0,05 nn ta bc b H0, chp nhn gi thuyt H1. Gi tr t ca hai yu t ny l

3,120 va 2,952 u dng nn ta kt lun yu t chiu th hp dn v yu t chiu th gip

nhn bit tin ch c nh hng quan trng n quyt nh ca khch hng.

Trong thi bui cnh tranh gay gt nh hin nay, s khc bit ha s l nhn t quantrng to nn s thnh cng ca cc doanh nghip. To ra s khc bit, hp dn trong hot

ng xc tin s li cun khch hng, lm cho khch hng ch n cng ty. Ngoi ra,

cng ty cng phi nu c nhng li ch, nhng im c bit khi khch hng mua xe ti

cng ty. S khc bit ny s lm cho khch hng ch n cng ty mi khi c nhu cu mua

xe my.

Yu t chiu th thng xuyn c sig = 0,059 > 0,05 nn cha bng chng thng

k bc b H0. Mc thng xuyn ca cc hot ng xc tin ch c tc ng trung bnhn quyt nh ca khch hng. Khch hng khng quan tm qu nhiu n mc thng

xuyn ca cc hot ng xc tin nn cng ty khng nn tin hnh thng xuyn cc hot

ng xc tin gy lng ph ngn sch m kt qu thu li khng cao. Cng ty ch cn tin

hnh cc hot ng xc tin trong nhng thi im c bit c nhiu khch hng mua xe v

nhng hot ng ny phi to ra s khch bit thu ht s ch ca khch hng.

Chng 3 NH HNG V GII PHP

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3.1 Mt s nh hng ca cng TNHH TM Phc Ph trong thi gian ti

Gi vng cht lng bo hnh. tip tc xy dng hnh nh trong tm tr khch

hng l i l dn u v cht lng bo hnh trong h thng YAMAHA 3S trn th

trng. Ch trng n cht lng bo hnh nh l mt yu t then cht trong vic nng cao

kh nng thu ht khch hng. l c s khch hng quyt nh chn mua xe ti Phc

Ph.

Tin hnh nghin cu. thu thp thng tin th trng. t ln k hoch mua

hng. d tr v bn hng hiu qu hn. bm st nhu cu th trng.

Hon thin cng tc bn hng. t chc li b my bn hng. o to nng cao

trnh chuyn mn v c chng trnh nh gi hiu qu ca cc chng trnh o to

ny.

Xy dng li v thc hin c hiu qu hn nhng hot ng thu ht khch hng.

cc hot ng ny phi tip cn c nhm khch hng mc tiu v c kh nng tc ng

n quyt nh la chn ca hng mua xe ca ngi tiu dng.

3.2 Mt s gii php

3.2.1 Nng cao kh nng p ng p ng ca h thng bo hnh

H thng bo hnh c th ni l quan trng, nh hng n uy tn ca cng ty. Tin hnh m rng c s bo hnh, to cm gic rng ri v thoi mi cho khch

hng khi s dng dch v bo hnh ti cng ty.hin ti. Tuy din tch ca hng ca cng ty

c m rng nhng khu vc bo hnh ca Phc Ph cn kh cht hp. Cng ty c th

thit k li m rng khng gian b phn bo hnh trong ca hng. Nu c ngn sch,

cng ty c th tnh n vic m mt khu vc dnh ring cho bo hnh xe my.

Linh ng trong cng tc b tr lc lng nhn vin bo hnh, c ch ngh

lun phin thch hp c th duy tr s lng nhn vin bo hnh ng nht c th vo

nhng ngy cui tun, ngy l. Hin ti, nhn vin bo hnh ti cng ty lm vic 6 ngy

trn tun, mi ngy c 2 nhn vin bo hnh c ngh. Cng ty xy dng lch lm vic

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ny theo ch lun phin ch khng lu n cc khong thi gian m s lng khch

n bo hnh gia tng.

Cng ty cn xy dng li lch lm vic ca b phn bo hnh theo hng: ln k

hoch lm vic cho tng thng. tng tun c th. Nhng ngy l. ngy ngh cui tun. s

lng nhn vin cn duy tr 100%. nhng nhn vin c ngy ngh trng vi cc dp trn s

c ngh b vo cc ngy khc trong tun.

Lp danh sch khch hng mua xe ti cng ty hoc khch hng n bo

hnh xe ti cng ty gi in nhc nh khch hng em xe n bo hnh khi n hn.

Hot ng ny khng ch l mt phn ca cng tc chm sc khch hng m cn l

c s cng ty xc nh nhu cu bo hnh xe, t b tr ngun lc cho ph hp.

3.2.2 Xy dng k hoch mua hng

Cc nhn t v kiu dng. mu m xe l yu t quan trng khch hng chn ni

mua xe. Mun vy. cng ty phi ch trng n ngun hng cung cp c th lun cp

nht mu xe mi ra trn th trng cng nh m bo nhng mu xe hin ti. Ngun hng

cn l mt iu kin quan trng ca hot ng kinh doanh. nu khng c ngun hng hng

th doanh nghip thng mi khng th kinh doanh c. c th sn phm xe YAMAHA

lun c nhiu mu m mi tung ra th trng. khch hng la chn xe khng ch n thunl phng tin i li m cn l sn phm ph hp vi phong cch thi trang. Do . vic

m bo a dng mt hng khch hng la chn l rt cn thit.

Tin hnh nghin cu th trng nh gi nhu cu hin ti v tng lai ca khch

hng c quyt nh nhp dng xe no cho ph hp v m bo bn ra c. Hon thin

cng tc d bo bn hng m bo phc v nhu cu khch hng, khng gy tn kho

qu ln. Bn cnh , hot ng d bo bn hng tt cn gip t chc bn hng c hiu

qu hn thng qua vic b tr lc lng bn hng ph vi k hoch ra.3.2.3 Hon thin cng tc t chc lc lng bn hng

Lc lng bn hng tuy khng nh hng n quyt nh mua trong mi quan h

vi cc yu t khc nhng li c tc ng gin tip n quyt nh mua xe ti cng ty hay

khng ca khch hng nn cng khng th xem nh.

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T chc lc lng bn hng theo hng chuyn mn ha, phn chia nhn vin bn

hng thnh cc nhm nh vi nhng cng vic c th ca tng nhm.

Nhn vin k thut s tham gia su hn trong cng tc bn hng, gii thch cc thc

mc v k thut mt cch r rng, chnh xc tng nim tin ca khch hng v thuyt

phc khch hng mua xe.

Cn theo di qu trnh tip xc vi khch hng ca nhn vin bn hng hng ngy,

ng thi, nh gi nhn vin bn hng da trn kt qu thc t t c (s ln bn hng

thnh cng). y s l ng lc thc y nhn vin lm vic tch cc v hiu qu hn.

Nhn vin bn hng cn ghi li nguyn nhn ca nhng ln bn hng khng thnh

cng b phn qun l c nhng gii php ph hp.

3.2.4 Ln k hoch cc hot ng thu ht khch hng

Phn ln ngn sch dnh cho cc chng trnh thu ht khch hng ca cng ty c

nh da trn doanh s bn hng ca k trc. iu ny th hin r nht i vi chng

trnh Hi ngh khch hng c t chc thng nin vo ngy thnh lp cng ty (1/5

hng nm). nhng n 2009. khi doanh s bt u gim mnh. cng ty dng hot ng

ny. y l mt nghch l trong hot ng thu ht khch hng ca cng ty.

Cng ty cn ln k hoch cho nhng hot ng thu ht khch hng t trc. Cn c

vo k hoch bn hng, tnh hnh khch hng v th trng, i th cnh tranh thu thp

c trong cng tc nghin cu th trng m cng ty s quyt nh nn tin hnh nhng

hot ng thu ht khch hng no, tin hnh ra sao, s dng bao nhiu ngn sch.

K hoch ny cn c iu chnh thng xuyn. cn xem xt ng thi ca cc i

th cnh tranh. nh cung cp v xu hng ca khch hng c bc i ph hp.

3.2.5 Nng cao hiu qu cc chng trnh thu ht khch hng

Cng ty cn ch trng qung co thng xuyn v thu ht hn. c bit l tn dngkhng gian qung co bn trong ca hng. y l yu t gip nhiu khch hng bit n

cng ty hn.

V ni dung qung co: cng ty cn gii thiu v ca hng v nhng loi xe mi

m ca hng ang kinh doanh cng nh nhng chng trnh khuyn mi hin c n vi

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khch hng. Ni dung qung co cn nu u im ni tri ca cng ty v trnh cc ni

dung nhm chn.

V phng tin qung co: qung co trn cc knh truyn hnh TRT1. TRT2 v

HVTV s m bo c kh nng tip cn ca khch hng cc huyn. Qung co qua tp

ch cn xem li hiu qu v s lng ngi c thp.

Cng ty cng cn ch trng hn n cng tc trng by bn trong ca hng. c

bit l sn phm mi.

Khu vc bn trong ca hng cn c s dng gii thiu hnh nh cng ty

n vi khch hng. cc giy chng nhn. thnh tch m cng ty t c.

Cc chng trnh khuyn mi cn thay i theo hng to s hp dn i vi khch

hng v s khc bit so vi i th cnh tranh.

Cng ty s dng cc hnh thc nh thay nht. bo hnh xe min ph. thm thi

gian bo hnh sn phm hay phiu gim gi khi mua ph tng ti cng ty bn cnh cc sn

phm tng km hin ti.

Hot ng ti tr ca cng ty cn hng vo nhng i tng c th. Cng ty cn

tm kim. xy dng mt chng trnh ti tr c th v tin hnh qua nhiu nm to uy

tn thng hiu thng qua chnh hot ng . ng thi. cc hot ng ny cn cqung b rng ri trc. trong v sau khi tin hnh mang thng tin n vi khch hng.

i tng c ti tr c th l hc sinh. sinh vin. nhng ni tp trung nhiu khch hng

tim nng. cc vng nng thn. Hot ng ti tr tt s to hnh nh tt v cng ty cho

nhng ngi bit n v h s l nhm tham kho thc y nhng ngi quen bit ca h

n mua xe ti cng ty.

Cc hot ng thu ht khch hng nn t chc vo cc thi im thch hp. khng

phi lc no cng tin hnh v nh th s gy ra tc ng xu. Theo nh nghin cu thmc thng xuyn ca cc hot ng xc tin bn khng nh hng n quyt nh

mua hng ti cng ty. Do o. cng ty nn tnh n khng gy ra s lng ph.

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Ngoi ra. Cng ty nn ch trng cc hot ng bn hng c nhn. Ngoi hot ng

bn hng ti ca hng. c th pht trin cc bin php bn hng ngoi ca hng khc.

3.2.6 nh gi thng xuyn cc hot ng thu ht khch hng

Kt thc mi chng tnh thu ht khch hng. cng ty cn tin hnh r sot. nh

gi kt qu ca cc hot ng ny mang li.

Trc tin. cng ty cn nh gi phn hi t pha khch hng.

S lng khch hng n thm ca hng trc v sau khi tin hnh chng trnh

v hiu qu hot ng bn hng l hai tiu ch c th c s dng nh gi hiu qu

ca chng trnh. Nu c s gia tng r rng trong s lng khch hng hay s gia tng

trong doanh s tc l chng trnh t c hiu qu theo yu cu. Lu , cc chng

trnh ny c hiu ng chm nn cn nh gi trong thi gian di.

3.2.7 Chnh sch gi

Gi cc cng ty tuy c s chnh lch nhau nhng iu ny khng lm nh hng

n quyt nh chn ni mua nhiu lm. Tuy nhin, khch hng li quan tm n s n

nh ca mc gi cc loi xe.

Tuy mc gi khng lm nh hng n quyt nh chn mua xe u ca khch

hng nhng khng v th m cng ty bn gi cao hn so vi cc ni khc. S d mc gikhng lm nh hng n quyt nh la chn ni mua xe l v hin ti s chnh lch ny

gia cc ni l khng qu ln. Chnh sch gi ph hp vi th trng hin ti s khng lm

nh hng n quyt nh chn ni mua xe ca khch hng.

Bn cnh vic bn xe vi mc gi ph hp. cng ty cn phi gi gi n nh.

khng gi bin ng mnh trong thi k khan him hng ha s gp phn to uy tn cho

cng ty. li ko khch hng n vi mnh.

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PHN 3: KT LUN V KIN NGH

1. Kt lun

Qua qu trnh hot ng ca mnh. Phc Ph to c uy tn trong tm tr khchhng mua xe YAMAHA ti Hu v c vng ph cn. hnh thnh t kh sm v lun ch

trng nng cao cht lng bo hnh. Phc Ph gi v tr dn u trn th trng kinh

doanh xe my YAMAHA. Khch hng tm n cng ty ch yu l do uy tn lu i v s

tin tng v cht lng sn phm v cht lng bo hnh.

Trong nhng nm tr li y. cnh tranh trong lnh vc xe my ni chung v xe

YAMAHA ni ring cng tr nn gay gt. Nu nh t u ch c mt mnh Phc Ph l

i l chnh hng ca YAMAHA th n nay c 5 ca hng. Do c th sn phm ltng i ging nhau nn sc p cnh tranh cng mnh hn. Cc ca hng thng xuyn

tin hnh nhiu hot ng nh qung co. khuyn mi nhm thu ht nhiu hn khch hng

v pha mnh. Cng ty TNHH TM Phc Ph cng tin hnh nhiu hot ng thu ht

khch hng nhng hiu qu mang li cha cao.

Cc yu t to nn kh nng thu ht khch hng trc y nh uy tn hay cht lng

bo hnh. i ng nhn vin ang c du hiu i xung. Cng vi l s chia nh th

phn do xut hin nhiu i th cnh trang l nguyn nhn dn n kt qu kinh doanh

trong nhng nm gn y ngy cng gim st.

2. Kin ngh

i vi c quan qun l nh nc

Cc c quan nh nc qun l cng tc ng k xe my cn c nhng quy nh

c th v r rng v chnh sch to thun li cho ngi tiu dng cng nh cc doanh

nghip kinh doanh xe gn my.

i vi lnh o tnh Tha Thin Hu

Thng xuyn h tr cc doanh nghip trong vic nng cao nng lc qun l.

nng lc hot ng kinh doanh.

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H tr cc doanh nghip trong cng tc qung b sn phm thng qua cc hi

ch thng mi.

Xy dng v duy tr cc chng trnh hot ng x hi thng xuyn. trong

gn kt t chc cng vi doanh nghip.

i vi cng ty TNHH TM Phc Ph

Nng cao nng lc ca h thng bo hnh nhm p ng nhu cu ngy cng gia

tng ca th trng. duy tr nh v trong tm tr khch hng v mt cng ty lun t cht

lng bo hnh ln hng u.

Xy dng danh sch khch hng mua xe ti cng ty. thng xuyn nhc nh

khch hng a xe n bo hnh nhm tng cng mi quan h vi khch hng v gipcng ty ch ng hn trong cng tc bo hnh.

Tin hnh hot ng nghin cu th trng nhm nm bt nhu cu ca khch

hng. Trn c s , xy dng k hoch mua hng v d tr hng ha ph hp, m bo c

cu hng ha lun lun a dng.

Cng ty cn t chc li hot ng bn hng hp l hn. c c ch gim st lc

lng bn hng mt cch cht ch nhanh chng khc phc nhng khuyt im trong

cng tc bn hng. Cng ty cn nh gi li cc hot ng thu ht khch hng, xy dng cc chng

trnh thc s li cun khch hng. c kh nng tc ng n quyt nh la chn ca hng

mua xe my YAMAHA.

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