Cac nhan to anh hirdhg den
quyet djnh li/a chon cua ngUori mua doi vofi san pham thuoc khang sinh thu y Cong ty VMC
NGGYIM NGQC D/yV' va MINH NGaVET"
v a THI PHCTOMG LOAN—
Tom tat
Bdi viet sff dung phuang phdp phdn ticb dinh lugng nhdm lim ra cdc nhdn td dnh hudng di'n y dfnh lffa chgn cua khdch hdng do'i vdi .sdn phdm thud'c khdng sinh thu y cua Cong ty VMC.
Ket qud nghien cffu cho^ thdy, cd 4 nhdn id. gom: Qudng bd sdn phdm; Dich vu hd trg; Kinh nghiim sff dung sdn phdm; Thucmg hieu sdn phdm co tdc ddng thudn chieu di'n y dinh mua sdn pham thudc khdng sinh thu y cua Cdng ty VMC thdng qua nhdn tdThdi do cua khdch hdng.
Tuf khda: nhdn tddnh hudng, thuoc khdng sinh thu y, Cong ty VMC Stmimary
This article employs quantitative method to find out faclors that infiuence customers' intention to choose veterinary antibiotics of VMC Company. The result identifies four factors, including Product promotion; Support services; Experience in using the products; Product brand that have positive impacts on the aforementioned intention through the Altitude of customers.
Keywords: influential faclors, veterinary antibiotics. VMC Company
GIOITHIEU
TiJ nam 2011, Nha nddc bat dau thifc hien quy dinh doanh nghiep san xua't khdng dat Tieu chuan thrfc hanh san xud't td't (GMP - Good Manufacturing Practice) se bl ddng eu'a va riit gia'y phep. Den ngdy 31/12/2011, sd'lifdng doanh nghiep giam tiJf 150 xud'ng khoang 50 doanh nghidp, vi chi phi dd ddp ii'ng yeu cau cua GMP Id rat Idn (Nguyln Van Gidp, 2015). Tinh den thdng 3/2020, so doanh nghidp hien dang san xuat san phdm thud'c khdng sinh thu y theo tieu chuan GMP la 78 (Cue Thu y Viet Nam, 2020).
TD'cdc thdng tin tren, cd the tha'y, hien nay, thi tnfdng thud'c khdng sinh thii y ed tinh eanh tranh cao, khi cdc doanh nghiep trong nifde phai dd'i mat vdi chinh sdch nghiem ngdt cua Nhd mfdc trong viec san xud't san pham thud'c khang sinh thii y, tinh hinh dich benh vd kinh te' - xd hpi diln bidn pbd'c tap. B6n canh dd, thi phan cua thi trifdng san pham thud^c khdng sinh
thti y hidn nay phan ldn deu do cac doanh nghiep cua nu'dc ngodi ndm gii?. Cdc doanh nghiep tre nhu" VMC gap khd khan trong viec tang dung lu'dng thi tru'dng.
Xud't phat ttf cde va'n de neu tren, viee thifc hien nghien cdXi "Cac nhdn to' anh hu'dng den quydt dinh lifa chpn cua ngu'di mua dd'i vdi san phd^m thud'c khdng sinh thii y cua Cdng ty VMC" la can thie't.
c a SCf LY THUYET VA PHU'DNG PHAP NGHIEN CLTU
Cd sd ly thuyd't va md hinh nghi§n cihi Ly thuydt hanh dpng hdp ly (Theory of Reasoned Action - TRA) difdc Ajzen va Fishbein xay difng tif ndm 1975 va phat trien md rdng theo thdi gian, nhdm giai thich eae nhdn td'anh hu'dng tdi y dinh va hdnh vi cua mdt ca nhdn. Theo md hinh cua ly thuyet TRA, hdnh ddng thifc td cua mot cd nhdn difdc dif dodn td't nha't bdi y dinh thifc hien hanh vi cua ngifdi dd, ddng thdi, y dinh hi tac dpng bdi hai nhdn td: Thdi dp vd Chuan mifc chu quan.
Ndm 1985 vd 1991, Ajzen phat trien Ly thuyei hdnh VI cd kd hoach (Theory of Planned Behaviour - TPB) bang cdeh bd sung them nhdn td' kiem soat hdnh
"TS., ", "•, Tru'dng Dgi hpc Ngogi thu'dng
l^gdy nhdn bdi. 22/5/2020; Ngdy phdn bien: 20/6/2020: Ngdy duy?i dang. 25/6/2020
HINH 1: MO HINH NGHIEN CtiU D I XOAT Didi vu ho tro 1
^•^^ k\
QoaigbasaDphan L \ \
1 TliiKnig Inen san phim H
Giasaaphim Y /
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I h a i d ?
H a i h v i l T a
1
k h ^ h hong
vi nhdn thu'c vdo mo hinh TRA va difdc coi la md hinh TRA md rdng.
Theo Madden vd cdc cpng sif (1992), kiem soat hanh vi nhan thdc difdc hieu la miJc dp mdt ca nhdn nhan thiJc viec thurc hien hdnh vi la d l ddng hay khd khan; dieu do phu thupc vao sU san cd cua cdc nguon life va cdc cd hdi de thu'c hien hanh vi, hay hanh vi dd cd bi kiem soat, han chd hay khdng. Day la nhan td' gitip giai thieh hdnh vi thudc sif kiem soat "phi ly tri", ma md hinh TRA khdng giai thich difde.
Nghien cihi cua Ajzen (1985) cho rang, khi ed cang nhieu nguon life vd cd hdi thifc hien hanh vi. thi viec kiem sodt hdnh vi nhan thifc ciia cde cd nhdn tac dpng edng manh me tdi y dinh vd dif doan tn^c tidp ea hanh vi thrfc te. Cac ea nhan se cd xu hu'dng hanh ddng thifc te, ne'u hp danh gia tich ci/c ve hanh vi dd, nhdn thi?c du'dc xa hpi ky vpng hp thifc hien hdnh vi dd vd hp tin rdng, minh cd cd hdi vd phu'dng tien thyc hien.
TRA vd TPB deu la nhifng ly thuyet dt/doan hdnh vi tieu bieu, difdc iJng dung rdng rdi trong cdc cdng trinh nghien cifu ve y djnh vd hdnh vi cua ngifdi tieu dung. Nhieu nghien cu'u trong linh viic ndng nghiep Cling suT dung TRA va TPB de dilu tra hdnh vi cua ndng dan vd ngifdi chan nudi (Alarcon vd cac cdng sif, 2014; Le Nguyen Thanh Van, 2013; Nguyln Le My Hanh, 2015; Werner, 2004) vd ngifdi tieu dimg du'dc pham khdng ke ddn (Kevrekidis va cac edng sif, 2018;
Lodorfos va cdc cdng sif, 2006).
Trong nghien cihi cua minh, Kevrekidis va cdc cpng SLf (2018) cho rang, quyet dinh mua san pham difde pham khdng ke ddn dtfpc anh hu'dng bdi: xua't xd ciia san pham; cdng ty san xud't san phd'm; bao bi san pham; kinh nghiem si^ dung san phd'm; quang cao san pham; y kien cua difdc sy; y kien ciia ngu'di than vd ban be; gia san pham.
DiJa tren cdc md hinh nghien cihi lien quan vd Iy thuydt ve cac nhdn Id' anh hifdng den quyet djnh lifa chon cua ngifdi mua, nhdm tdc gia de xud't md hinh nghien cu'u nhif Hinh I.
Cac gia thu j e t difa ra la:
Hi: Y dinh lUa chpn san pham cd tac dpng thuan chieu den hdnh vi lifa chpn san pham.
H2: Thai dp ddi vdi san pham cd tdc ddng diuan chieu tdi y dinh life chpn san pham.
Hi: Viec quang ba san pham cd tdc ddng diuan chieu tdi thai dp ddi vdi san phdm.
H4: Dich vu hd trd san phd'm cd tdc dpng thudn chieu tdi thdi dp dd'i vdi san pham.^
H5: Kinh nghiem %\i dung san pham cd tdc ddng thuan chieu den thai dp mua san pham thud'c khdng sinh thii y.
H6: Thu'dng hiSu thudc khdng sinh thii y cd tac dOng thuan chieu vdi thdi dp mua san pham thudc khang sinh thii y.
H7: Bao bi san pham cd tac dpng den thdi dp dd'i vdi san pham.
HS: Gia ca san pham cd tac dpng den thai dp dd'i vdi san pha'm.
H9: Nhdm tham khao cd tdc dpng den thdi dp dd'i vdi san pham.
Phifdng phap nghien cihi De cd sd lieu nghien eiJU, nhdm tac gia thife hien khao sdt dieu tra cdc khdch hang dang suf dung san pham thud'c khang sinh thii y ciia Cdng ty VMC tai cac tinh, thanh phd' la: Ha Npi, Hai Difdng. Huiig Yen, Ninh Binh, Phu Thp. Quang Nam, Thdi Binh, Thdi Nguyen. Thanh Hda, Vinh Phiic. Nhdm tac gia da tien hanh thu difpc 187 mau nghien CUTJ hdp le. Thdi gian khao sdt keo ddi tif thdng 4/2019 ddn thdng 01/2020 (Bdi vie't sff dung cdch vie't sd thap phdn theo chudn qudc le).
KET QUA NGHIEN CLfU Kelt qua Idem d^nh dd tin c3y cua thang do
Ket qua kiem djnh cho tha'y, cde nhdn td'gom: Quang bd san phd'm (PRO); Dich vu hd trp (ADD); Kinh nghiem s& dung san pham (EXP); Thifdng hieu san pham (BR); Bao bi san pham (PA); Gia ca san pha'm (PRI); Nhdm tham khao (REF);
Thai dd ciia khach hang (ATT); Y dinh lifa chpn san pham (INT): Hanh vi liJa chpn san pham (BER) deu cd he sd Cronbach's Alpha ldn hdn 0.6. Cimg vdi dd, ta't ca cdc bien quan sdt thupc cdc nhan td tren diu cd he so' tifdng quan bien tong (item-rest correladon) ldn hdn 0.3. Nhif vay, ta't ca cdc nhan td vd bie'n deu difdc difdc di/a vao phan tieh nhan td khdm phd (EFAi
Ke't qua phSn ti'ch EFA Phdn tich EFA doi vdi bien dgc ldp Ket qua kiem dinh (Bang 1) cho tha'y.
ca 7 bidn dpc lap deu cd mifc y nghia p-value = 0.000 (< 0.05). Nhif vay. gia thuyei "Cdc bien quan sat khong cd mdi tifdng quan" bi bac bd. He sd KMO ciia
172
cac bidn deu cd gid tri nam trong khoang 0.5 va 1. Vi vay, phan tieh EFA cho ea 7 nhan td deu phu hdp.
Ket qua phan tich he sd tai nhan td' cho cde bien dpc ldp cho tha'y, 29 bien d^u CO he so' tai ldn 0.5. Nhif vay, td't ca cdc bidn deu phii hdp va difdc dUa vao phan tich tiep theo.
Phdn tich EFA cho bien phff thuge Kei qua kiem dinh Bartlett cho tha'y, ca 3 bie'n phu thupc: Thai do dd'i vdi san pham; Y dinh lifa chon san pham;
Hanh vi tUa chpn sdn pham deu cd mifc
^ nghia p-value = 0.000 (< 0.05). Nhif vay, gia Ihuydt "Cae bidn quan sat khdng ed mdi tu'dng quan "bi bdcbd. He sd KMO cila cdc bidn deu cd gia tri nam trong khodng 0.5 vd 1. Vi vdy, phan tich EFA cho ca 3 bie^n d i u phil hdp.
Kdt qua ph3n tich tif(Aig quan Pearson Theo ma trdn tu'dng quan (Bang 2), nhan to'phu thupc ATT va cdc bien PRO, ADD, EXP, BR, PRI, REF deu cd mdi tu'dng quan tuyen tinh vdi nhau (gid tri p-value dudi 0.05, vdi he s6' tifdng quan l^n lifdt la 0.590, 0.557, 0.530, 0.424, 0.542 va 0.556). Trong dd, ehi cd nhan td PA la cd md'i quan hd tuye^n tinh kha yeu vdi ATT (he sd tifdng quan 0.340 < 0.4).
Nhdn tdlNT va ATT cd md'i quan he myen tinh kha chat ehe (he so Pearson
= 0.645 > 0.4, p-value < 0.05); kdt ludn tifdng tif dd'i vdi mdi quan h6 giiJa nhan toBERva INT (he sd Pearson = 0.636 >
0.4. p-value < 0.05).
Ben canh do, ma tran tifdng quan cung chi ra mpt sd nhdn to' ddc lap trong mo hinh ed md'i tifdng quan khd chat che vdi nhau (he so' tu'dng quan > 0.4 va mifc y nghia p-value < 0.05), vi du nhif md'i quan he PRO - ADD, EXP - ADD, BR - EXP, PA - BR, PRI - PA, REF -PRI. Vi vdy, can chii y ddn vd'n de da cpng tuyen khi phan tich mo hinh hdi quy.
PhSn tich hdi quy
TiJ cde gia thie't nghien cu'u, cung nhu md'i quan he giiJa cac nhan to' trong mo hinh dddc de xua't, nhdm tac gia tie'n hanh phdn tich 3 md hinh hdi quy sau:
Mo hinh 1: BER = pO' + p 1' *INT Md hinh 2: INT = pO" -h p l " * A T T Mo hinh 3: ATT = pO + pl*PRO -f P2*ADD + p3*EXP H- p4*BR + p5*PA + P6*PRI + p7*REF
Phdn tich hdi quy vdi bien phti thuge BER
Kiem dinh md hinh: Md hinh hdi quy i cd he sdR- hidu chinh la 0.402. Dieu
BAMG 1:
Bie'n p-value KMO He so Eigenvalue Do hoi tu
KET QUA PHAN TiCH EFA CHO CAC BIEN DQC LAP PRO
0.000 0 576 2 337 0.58429
ADO 0.000 0.737 2.231 0.5577
EXP 0.000 0.764 2.382 0.59544
BR 0.000 0.643 1.909 0.47717
PA 0.000 0.722 2 192 0.54798
PRI 0.000 0.762 2.449 0.61232
tat'-':
0.000 0.777 2 935 0 58696
ndy cd y nghia la 40.2% sU bid^n thien cua bien Hanh vi mua phu thupc vao bidn Y dinh ltfa chpn san pham.
Mu'c y nghTa cua md hinh (P-value) = 0 < 0.05, nen md hinh ed y nghia.
Kiem dinh gid thuyet Hla: Ket qua phdn tich hdi quy (Bang 3) cho tha'y, he so' hdi quy eua md'i quan he giiia Hanh vi lUa chpn san pham va Y dinh lua chpn san pha'm la 0.686 vdi gid tri p = 0.000 (< 0.05). Nhif vdy, l6n tai mdi quan he thudn chieu giifa Hanh vi va Y dinh vdi viee lUa chon san pham. Vi vdy, gia thidt HI dUdc cha'p nhan. Phifdng trinh hoi quy la:
BER= 1.190+ 0.686*INT
Phdn tich hoi quy vdi bie'n phu thuge INT Kiem dinh mo hinh: Md hinh hoi quy 2 cd he so R' hieu chinh la 0.412. Dilu nay cd y nghia la 41.2% sif bien thien cua bidn Y dinh phu thude vao cac bien dpc lap. Mu'c y nghTa ciia md hinh (P-value) = 0.000 < 0.05, nen md hinh hoi quy Id phii hdp.
Kiem dinh gid thuyet Hlb: Ket qua Bang 5 cho tha'y, he sd'hdi quy eua md'i quan he giu'a Thdi dp dd'i vdi san phim va Y dinh lifa chpn san pham la 0,562, vdi gid tri p = 0.000 (< 0.05). Nhu vay, ton tai md'i quan he thuan chilu giiJa Thai dp doi vdi sdn pha'm va Y dinh lUa chpn san pham. Vi vdy, gia thuyet H2 dUdc cha'p nhdn.
PhUdng irinh hoi quy thu dUdc la:
!NT= ;.S25-i-0.562*A7T
Phdn tich hdi quy vdi bie'n phu thuge ATT Kiem dinh md hinh: Md hinh hoi quy 3 cd he so' R- hidu chinli la 0.496. Dilu nay cd y nghia la 49.60%
sif bien thien ciia bidn Y dinh phu thude vao cdc bien ddc lap dUdc dUa vdo. MUc dp y nghTa cua md hinh (p-vaiue) giai thich ^ 0 < 0.05, ed nghia la he sd' hdi quy cua cae bien trong mo hinh khdng the bdng 0, nen md hinh hoi quy la phu hdp.
Ket qua phan tieh hdi quy Bang 5 cho thd'y, tdc dpng cua nhdn td Quang ba san pha'm len Thdi dp dd'i vdi san pham theo hd sd 0.210. MUc y nghTa_(gia tri P) ciia md'i quan he trdn la 0.004 < 0.5, nen md'i quan he nay cd y nghia thd'ng ke. Dieu nay cd nghia Id viec quang bd san pham dUdc tang mot ddn vi, thi thai dp ddi vdi san pham se tang 0.210 ddn vi, edc nhdn tdkhac khdng ddi. VI vay, gia thuydt H3 dUdc cha'p nhan.
Dich vu hd trd cd tdc dpng den Thdi dp dd'i vdi san pham, vdi he sd hdi quy Id 0.294 va gid tri p-value = 0.000 < 0.05, nen mdi quan he nay cd y nghia Ihdng ke. Dieu nay cd nghia Id Dich vu hd trd khach hang tdng mpt ddn vi, thi Thai dp ddi vdi san pham se tang 0.294 ddn vi, cde nhan tdkhac khdng ddi. Vi vay, gia thuyei H4 dUdc chd'p nhdn.
173
BANG 2: KET QOA PHAN TICH TCfdMG QUAM PEARSON PRO
ADD EXP BR PA PRI REF ATT INT BER
PRO 1 0 467' • 0 4 0 8 - ' 0 400-^' 0 279-^
0.670--^
0.732**
0 590**
0.604**
0.634**
ADD 1 0.557**
0.198**
0 302**
0.499**
0.431**
0.557**
0.482**
0.424**
EXP
1 0.525**
0.519**
0.541**
0.495**
0 530**
0,502**
0.446*'^
K&
1 0.546**
0.504**
0.484**
0.424**
0.503**
0.481**
,fet^
1 0510**
0 349**
0.340**
0 482**
0 273**
PRI
1 0.728**
0 542**
0 670**
0.607**
REF
1 0.556**
0.644**
0.591**
ATT INT 1
,
1
I 0.645**
0.602**
I 0.636**
BER
1
BANG 3: KET QUA PHAN TICH HOI QUY VCil BIEN BER BER
INT Hana so'
He ^ h ^ ouv 1 Sai stf chn^n 0.686| 0.061 1 190| 0.253 t-stats 11.160
4.710 P-value
0.000 0 000
BANG 4: KET QUA PHAN TICH HO! QUY v d l BIEN PHg THUOC INT INT
ATT H3ni; so
H$ sS'hSi QUV 0,562
Sai so chu^n 0.049 1.8251 0.200
t-stats 1 P-value 7.47 11,410 3.52I 9.129
BANG 5: KET QUA PHAN TICH HOI QUY v d l BIEN PHU THUOC ATT ATT
PRO ADD EXP BR PA PRI REF H^ne so'
hSiquv 0,210 0.294 0,183 0.2 i l -0.025 0.013 0.104 -0.015
H$5oli6iipiy c h u ^ hoa
0,245 0.282 0,154 0.163 -0,022 0.014 0.114
Saisd' 0,073 0,072 0,088 0,090 0,079 0,078 0.081 0.357
t 2,888 4,086 2,086 2,354 -0,316 0 165 1,287 -0,043
P-valae 0,004 0,000 0.038 0-020 0,752 0,869 0.200 0.966
Ket qua phan tich cung cho th^y, gia tri hdi quy cua md'i quan he thuan ehieu giffa Kmh nghiem siJ dung san pham vd Thai dp dd'i vdi san pham la 0.154, vdi gid tri p-value = 0.038 < 0.05. NhU vdy, tdn tai mdt md'i quan he thuan chieu giffa Kinh nghiem siV dung san phd'm vd Thdi dp dd'i vdi thud'c khdng sinh thu y. Vi vay, gia thuyet H5 dUdc chap nhan.
Hd so' hdi quy ciia md'i quan he thuan chieu giffa ThUdng hieu thud'c khdng sinh thii y va Thdi do dd'i vdi san pham Id 0.163, vdi gid tri y nghia p-value = 0.020
< 0.05. Vi vdy, tdn tai md'i quan he ddng bie'n giffa ThUdng hieu thud'c khang sinh thii y vd Thai dp dd'i vdi san pham nay. NhU vay, gia thuyet HddUdc cha'p nhan.
Tae ddng eua Bao bi san phdm len Thai dp ddi vdi san pham cd gid tri p-value - 0.752 > 0.05. Tff dd cd the kdt luan rang, chUa cd bdng chUng cho md'i quan he thudn ehieu hay ngUdc chieu giffa Bao bi san pham va Thdi dpi ddi vdi san pham trong pham vi dff lieu nghien citu. Vi vdy, gia thuyei H7 bi bac bd.
Ket qua phdn tich cung eho thd'y. md'i quan he thuan chieu giffa Gid ca san pham vd Thai dp dd'i vdi san pham ed he so' hoi quy la 0.013 vd gia tri p-value la 0.869 >
0-5. Tii do, ed the ket luan rang, chUa cd bang chffng cho mdi quan h6 thuan chieu giffa Gid ca san pham va Thai dpi dd'i vdi san pham trong pham vi dff lieu nghien cffu. V] vay, gia thuyet H8 bi bac bd.
Ket qua phan tich cung cho tha'y, y kien cua nhdm tham khao tdc dpng ddn thdi dp ddi vdi san pham vdi he sd hdi quy Id 0.104 va gid tri p-value la 0.200 > 0.5. Tff dd, cd the ket luan rang, chffa ed bang chffng cho md'i quan he thudn chieu giffa anh hffdng cua Nhdm tham khao va Thdi dpi ddi vdi san pham trong pham vi dff Ueu nghien cffu. Vi vay, gia thuyet H9 bi bdc bo.
Nhff vdy, trong sd 7 bien dpc lap, thi cd 4 bie'n: Quang ba san pham; Dich vu hd trd; Kinh nghiem sff dung san pham;
Thffdng hieu san pham cd tac dung thudn chieu vdi bie^n phu thude Thdi dd ddi vdi san pham. Trong dd, bien Dieh vu ho trd cd tdc dpng manh nha't vdi he so' hoi quy la 0.276. Md hinh hdi quy nit ra dffdc Id:
ATT = 0.2IO*PRO -1- 0.294''ADD + 0.183*EXP + 0.211*BR -0.015
KIEN NGH! GIAI PHAP
Mgt Id, gidi phdp ve Dich vu hd trg Dieh vu hd trd la nhdn td'cd cffdng dp tac ddng manh nha't tdi thai dp ddi vdi san pham. Do vay, Cdng ty can day manh cdc dich vu hd trd dd'i vdi khdch hang, cu the nhff: hd Ird tU va'n, giai dap thdc 24/7 qua dien thoai va cac kenh online, nhff: Faeebook, Zalo. Cdng ty can hud'n luyen nghiep vu giai dap nhffng thdc mdc vdi khdch hdng mdt each chuyen nghiep.
Ddng thdi, td chffc cde budi hpi thao tU vd'n ve phdng va dieu tri benh trong chdn nudi, trong dd cd sff tham gia cua cdc chuyen gia uy tin ve thii y.
Hai Id, gidi phdp ve Qudng bd sdn phdm Quang ba san pham Id nhan td' cd cUdng dp tdc dpng manh thff hai sau Dich vu hd trd tdi Thai dp ddi vdi san pham.
Tuy nhien. nhin chung, cdc chffdng trinh
174
quang bd san pham cua Cdng ty chUa dffdc khach hdng danh gid cao. Do vay, Cong ty can da^ manh cac chie'n djch quang bd san pham. Cu the la tang effdng trien khai cae chffdng trinh khuyen mdi danh cho khaeh hang, dong thdi, xdy dffng cac chuyen muc cung ca'p kidn thffc, hoi dap ve kinh nghiem sff dung thuo'c khdng sinh thii y trong chdn nudi tren website cua Cdng ty.
Ba la, gidi phdp ve Kinh nghi$m sd dung sdn phdm
Kinh nghiem sff dung san pham la nhdn td ed tde ddng manh thff ba tdi Thdi do ddi vdi san pham. Nhin chung, khdch hang CO danh gid td't ve kinh nghidm sff dung thuo'c khang sinh thii y eua Cdng ty VMC. Tuy nhien, thdi gian tdi Cdng ty can thffc hien mdt so' giai phap nham nang cao cha't Iffdng san phd'm nhff sau:
- Dau tff vdo cac hoat ddng nghien ciJu vd phdt trien san ph^m nham cai tie'n chd't iffdng va tung ra cdc san pham mdi, dap ffng nhu cau ciia khdch hang.
- Trien khai khao sat thffdng nien de ndm dffdc mffc do hai long cua khaeh hang dd'i vdi san pham va cd cdc bien phap di^u chinh phii hdp.
HINH 2 : K E T Q U A MO HINH N G H I E N CtfU
- Khuyen^ khich ngffdi diing chia se kinh nghiem sff dung san phd'm tdi ngffdi thdn, ban be tren edc nen tang mang xa hdi.
Bd'n Id, gidi phdp ve Th ffcfng hieu
_ Thffdng hieu la nhdn toed tdc ddng it nha't tdi Thai dp dd'i vdi san ph^m. Thdi gian Idi, can diffc hien mdl sdcdng viec nham nang cao thUdng hieu cua Cdng ty nhff sau:
- Nang cao mffe dp nhdn biet thffdng hieu: Xdy dffng cd sd dff lieu ihdng tin khdeh hang thdng qua cac dai ly, cpng dong ngUdi dting tren Zalo. Vdi ca sd dff lieu tren, Cdng ly ed the chdm sdc khach hdng lot hdn, - Nang eao mffc dp trung thanh vdi thffdng hieu: To chffc cac chUPng trinh tn dn khdch hang trung thanh hang nam. Dieu nay khdng chi gia tang ldng trung thanh cua khach hang, ma cdn giup Cdng ty quang bd san pha'm tdi nhieu ngffdi chan nuoi.Q
TAlLI^U THAM KHAO _ _ _ _
1. Nguydn Ld My Hanh (2015). Nghien cffu cdc nhdn td'dnh hudng de'n quyi't dinh mua cua ngudi mua ddi vdi thudc bdo ve thffc vgt cua Cdng ty Cdphdn Tap dodn Ldc Trdi, Ludn van thac sy, TrUdng Dai hpc Tdi chinh - Marketing
2. Le Nguyen Thanh Van (2013). Nghien cffu cdc nhdn td'dnh hudng de'n quyi't dinh lffa chgn thudc bdo vi thuc vdt Cdng ty TNHH Hoa Nong Liia Vdng cua ngUdi ndng ddn tgi thi trudng tinh long An, Luan van thac sy, TrUdng Dai hpc Kinh td TP. Hd Chi Minh
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Price. Trust and Subjective Norms in the OTC Pharmaceutical Market
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