m THITRUdNG
dH( Mm fiUm n via oiim
isF mm^
lai thj tPKiiiig ban le thanh pho lo Chi Minh
• ThS. NGUYfiN THI QUYNH NGA
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h a n h phd Hd Chi Minh la t h a n h phd tre, phat trien sdi dpng n h a t ca ntfdc va luon gitf vai trd ddu tau kinh te cua Viet Nam. Mac du chi chie'm 0,6% dien tich va khoang 8% dan sd cua ca ntfdc, nhtfng nam 2010 tdng sdn pham xa hpi ciia TP. Hd Chi Minh dat 414.068 ty ddng (tinh theo gia thtfc t€], chie'm tdi 2 1 % tdng sdn pham qudc npi. Thi trtfdng b a n le TP. Hd Chi Minh vdi he tho'ng trung tam mua sdm, sieu thi, chd da dang va quy mo d a n sd 7 trieu ngtfdi da dat doanh thu 303.988 ty ddng trong n a m 2010, chie'm ty trpng gdn 2 5 % doanh so b a n le cua cd ntfdc' Nam 2010, thu n h a p binh quan ddu ngtfdi d thanh phd dat 2.800 USD/nam, cao hdn nhidu so vdi trung binh cd ntfdc, 1168 USD/nam va day la dieu kien rat thuan ldi cho stf phat trien cua thi trtfdng b a n le TP. Hd Chi Minh tiong thdi gian tdi.Nam 2005, tdng mtfc b a n le hang hoa cua t h a n h phd dat 88.114 ty ddng, chie'm 23,57%
doanh sd b a n le cd ntfdc; den nam 2007, cac con sd ttfdng tfng la 156.418 ty ddng va chiem 27,21%. Nam 2010, dat doanh thu 303.988 ty ddng va tang 27,48% so vdi nam 2009, chiem
3 4 1 THUONG Mfl So 24/2011
Mua hang bong Coop Mart Sal Gdn ty trpng gdn 25% tdng mtfc b a n
le hang hoa cua ca ntfdc.
Viec nghien ctfu dac diem ngtfdi tieu dung TP. Hd Chi Minh la rat quan trpng de giup cdc nha b a n le tiong ntfdc co dtfdc nhtfng giai phap phat trien phu hdp.
Dac diem v6 gia dinh Ngtfdi dan TP. Hd Chi Mmh co xu htfdng lap gia dtnh tre va co ty le sdng dpc than cao, ty 16 ctf dan khdng sdng vdi gia dinh goc rdt Idn. Dieu ndy co the giai thich rang, TP. Hd Chi Minh la trung tam kinh te, xa hdi Idn nhat Viet Nam n e n thu hut dtfdc mot Itfdng Idn d a n ctf ttf cac tinh, t h a n h khac trong cd ntfdc tap trung vd de hpc tap, iam a n va sinh sdng.
Ngoai ra, phdi ke de'n mdt Itfdng khong nhd nhtfng ngtfdi cd gia dinh ngay tai t h a n h phd, nhifng hp mudn cd cuoc sdng rieng tii do. Viec mua sdm gid ddy khong chi Id "cong viec va sd thich"
d a n h rieng cho phu ntf bdi rat nhieu d a n dng lap gia dinh muon, sdng dpc t h a n se phai tif thu xep cuoc sdng cua minh.
Chinh dac diem nay cua ngifcli tieu dung TP. Hd Chi Minh da a n h htfdng khong nhd den cac h a n h vi mua sdm cua hp, ttf viec ltfa chpn ndi mua sdm, mtfc do thtfdng xuyen mua sdm, va viec ra cac quyet dinh mua sdm.
D&c diem vd thu nhdp •&
t i e u dung
TH!TRU(IING^|
Mtfc thu nhap tinh theo hd gia dinh tai TP. Hd Chi Mmh d mtfc cao so vdi mat bdng chung cua cd ntfdc vd cd stf p h a n hda rd ret.
Dieu nay cung dd hieu, bdi ddy la thanh phd dang phdt trien rat nang dpng, nhldu cd hpi viec Iam, it bi phan biet ddi xtf vi hau nhtf al cung la dan n h a p ctf n e n cang thu hut lao dpng d ndi khdc den day, ttf lao ddng chat Itfdng cao cho den lao dpng phd thdng. 5 day, khong chi t a p trung ddng nhat so vdi cd ntfdc cac thtfdng nhan, cac nha qudn tri gidi co thu nhap cao ma con co cd nhiing ngtfdi lao dpng ngheo, thu nhap thap.
Tuy vay, mtfc chi tieu cua ngtfdi dan TP. Hd Chi Mmh dtfdc khdo sat khong cd stf p h a n boa cao nhtf ddi vdi thu n h a p . Hang thdng, cac hp gia dinh d a n h trung binh la 6.650.000 ddng de mua sdm cdc m a t h a n g tieu dung, ttf thtfc pham, h d a my pham, qudn ao, giay dep cho den dd ndi that, dien mdy..., va mtfc chi tieu trung binh chiem tdn suat nhieu n h a t Id 5 trieu ddng/thang. Mpt didu k h a thu vl, mtfc thu nhap theo hp va mtfc chi tieu hang tfidng cd tdn suat xuat hien nhieu n h a t deu Id 5 trieu ddng.
Dieu nay cd the gidi thich la do van hoa tieu dung va thdi quen mua sam ctfa ngtfdi d a n mien Nam n e n mtfc tieu dung cho hang hoa d thi trtfdng TP. Hd Chi Minh la kha Idn, chiem trung bmh khodng 50% thu n h a p mdi thdng. Ngtfdi d a n midn Nam thtfdng cd xu htfdng tieu dung hang hda nhldu hdn la tiet kiem.
d$c biet. trong cac loai hdng hda thi nhom hang thtfc p h a m co mtfc chi tieu cao nhdt va k.€ d^n Id nhdm hang dd ndi thdt. dien
may. Nghia la cho du quy mo thu n h a p the nao thi ngtfdi d a n TP. Hd Chi Minh vdn danh phdn Idn thu nhap cua minh cho nhom hdng thtfc pham va ca nhom hdng dien mdy. npi that.
Thi trtfdng bdn le hang hoa TP. Hd Chi Minh do vay cung da dang chtfng loai. chat Itfdng va gia cd. Nhldu trung tam thtfdng mai. sieu thi hien dai mdi mpc len thu hut mpt Itfdng Idn khdch hang nhldu tien den mua sam, nhtfng cung tdn tai nhldu khu chd truyen thdng vdi dtf cac mat hang phu hpp vdi tui tidn ctfa nhieu ngtfdi ddn lao dpng. Hdn ntfa. TP. Hd Chi Minh thu hut mpt Itfdng Idn lao dpng nhap ctf tre tuoi. co thu n h a p kha. co phong each sdng hien dai. do vay khdng chi thi trtfdng cac sdn p h a m thiet yeu se phdt trien tiong thdi gian tdi ma cdn la ctf hpi de day manh thi trtfdng hang dien ttf, cong nghe, npi that...
D i e di^m v^ hanh vi mua s&m
TP. Hd Chi Minh ngay cang mang dang dap cua mpt thanh phd hien dai vdi he thdng phan phdi da dang, ttf cdc chd truydn thdng cho den cdc chudi ctfa hdng chuyen doanh, tdng hdp, ctfa hdng tien Idi, sieu thi, dai sieu thi, tnmg tdm thtfdng mai hlen dai... Ngtfdi tieu dung co nhieu ltfa chpn hdn vd ndi mua sdm.
Li;t!a chpn ncfi mua sam va ly do:
E)di vdi nlwm hdng thUc phdrrv ty le ngtfdi tieu dung mua thtfc pham d chd la cao nhat (chiem 80%) do thtfc pham ttfdi sdng, gid r^; tien dtfdng.
Boi vdi nhom tmng hoa pham, chdt tdy rdcu sieu thi dan ddu trong Ilia chpn ndi mua sdm mat
hang nay (chiem 50,5%), sau do den chd (38,7%) va ctfa hang tien phd (10,8%). Didu nay co tiie Iy gidi bdi xu htfdng hdp tdc chat che gitfa nhflng nha cung cap hda pham, chat tay rtfa vdi cdc he thdng sieu thi vd gia, khuyen mai, hd tid xuc tien ban hang...
Doi vdi nhom hdng qudn do, gidy dep: Noi mua sdm dtfdc ngtfdi tieu dung Itfa chpn ddi vdi mat hang nay kha can bdng gitfa ctfa hang chuyen dung, ctfa hang tren phd, sieu thi va trung tam thtfdng mai. Mat hang thdi trang ndi chung co nhu cdu khd da dang va till trtfdng TP. Hd Chi Minh quan tam den nhieu khia canh khdc nhau ddi vdi mat hang nay. Co 3 nhom khach hang tieu bieu ddi vdi mat hang nay: (1) nhom khach hang khong quan tipng den hinh thtfc, chat Ueu cua sdn pham nhtfng chu y den gid thi chpn chd va sieu thi; (2) nhom khach hang quan tam nhldu den kieu dang, chat lieu, stf dpc ddo thi chpn ctfa hang tien phd hoac ctfa hang chuyen dung; (3) nhom khdch hang chu tipng den thtfdng hieu, dang cap chu y^u Itfa chpn tnmg tam thtfdng mai va ctfa hang tren phd.
Ddi vdi rndt hdng dUOc pham vd my phdnu ctfa hang chuyen dung chiem ty le cao va khac biet ro rang so vdi cdc Itfa chpn khdc, tiep den sieu thi thtf hai vdi t^ le ltfa chpn Id 22,8%. cac Itfa chpn khac cd ket qud nhd va khdng dang ke.
Ddi vdi mdt hdng not thdt, dien mdy: ngtfdi tieu dung TP. Hd Chi Minh Ilia chpn trung tam thtfcJng mai. ctfa hang chuyen dung va sieu thi de mua sdm mat hang nay. Hien nay, tien thi trtfdng TP.
Hd Chi Minh, md hinh cac ^^
sieu thi dien may/npl iMflSfi 24/2011 135
THITRU0N6
that, ctfa hang chuyen doanh dien mdy/npi t h a t trong trung tam thtfdng mai va sieu thi r a t phd bien vd thu hut dtfdc nhieu stf chu y cua khach hang.
Theo ket qua khao sat, ly do ngtfdi tieu dung TP. Hd Chi Minh chpn mpt dia diem de mua sdm chu yeu Id tien dtfdng giao thong, CO dich vu rtfa xe va theo thdi quen. Ngoai phtfdng tien chu yeu ma ngtfdi d a n stf dung khi di mua sdm la xe may, thi 6 td ca n h a n cung xuat hien ttfdng ddi, chiem 15,9%.
Miifc do thttdng iniyen Mtfc dp di mua sdm ctfa ngtfdi tieu dtfng TP. Hd Chi Muih phu thupc vao ttfng nhom mat hang.
Ddi vdi mat hdng thiic phdrrv 84,1% thtfc pham hang ngay va 21,5% vao ngay lai mua thtfc pham mpt Idn. Hang thtfc pham la nhom hang tieu dung n h a n h va dtfdc mua vdi mtfc dp thtfdng xuyen nhat.
Dd'i vdi mat hdng hda pham, chdt tdy rda: 6 2 , 3 % mua cdc m a t h a n g nay h a n g thang.
Ngodi ra, 16,4% thtfc hlen viec mua hda p h a m vd chat tay rtfa khi CO nhu cdu.
E)di vdi mat hdng qudn do, gidy dep, trang phuc: 7 3 , 1 % mua cdc m a t hang ndy khi co nhu cdu.
Ngoai ra. cung cd mpt bp p h a n (22.1%) ngtfdi tieu dtfng hinh t h a n h thoi quen mua cac sdn pham thdi trang hang thdng.
Dd'i vdi mat hdng diiOc, my pham vd ndi thdt, dien mdy: hdu het ngtfdi tieu dung mua cdc sdn pham thupc nhom nay chi mua khi CO yeu cdu. Ty le mua dtfdc pham. my pham khi cd nhu cdu la 90.3%, didu ndy cung dd gidi thich vi dtfdc pham Id nhom hdng dac biet, chi stf dung khi thtfc stf
3 6 1 THUONG MtlSfi 24/2011
cdn thiet; sd it ngtfdi khdc thi cd the mua n h d m muc dich dtf phdng. Con m a t hdng dien mdy thtfdng cd gid tri cao, thdi gian stf dung lau n e n 100% sd ngtfdi dtfdc hdi chi mua cdc sdn p h a m ndy khi cd nhu cdu.
Ngtidi ra quyet dinh mua sdm
Nhtf da p h a n tich d p h a n trtfdc, ngtfdi dan TP. Hd Chi Minh CO xu htfdng lap gia dinh mudn va thtfdng khdng sdng vdi gia dinh goc n e n ty le n a m vd ntf tham gia vao viec mua sdm vd ra cdc quyet diiih mua sam Id ttfdng ddi ngang nhau ddi vdi tat cd cac m a t hang. Neu xet rieng ddi vdi nhtfng m a t hdng mang tinh chat cd n h a n (trang phuc, giay dep,...) hay dien may, npi that thi ty le nam gidi ra quyet dinh vdn cao hdn so vdi ntf gidi khi mua sam cdc nhom m a t hang khac.
Tuy nhien. vai trd cua ngtfdi phu ntf vdn chiem tfu the trong viec ra quyet dinh mua hang ddi vdi nhtfng m a t hang nhtf thtfc pham (63.59%). hda pham. chat tay rtfa (55,83%). qudn ao. giay dep (84,95%), dtfdc pham, my p h a m (74,76%).
NhiiCag van d§ quan tam cua ngiidi tieu dung khi mua sam
Khi mua sdm h a n g h d a cd bdn, yeu td chat Itfdng vd thtfdng hieu chiem ty le quan tdm nhat, sau do mdi d e n gid. Ket qud ndy chtfng td, thi trtfdng TP. Hd Chi Minh khd de cao gid tri trong tieu dung.
Tuy nhien, theo ket qud mdi day cua Nielsen chi r a rdng vi gia cd leo thang n e n thdi quen mua s a m cua ngtfdi tieu dung d cac t h a n h phd Idn nhtf TP. Hd Chi Mmh cung dd thay ddi it nhieu, nhtf gidm sd Idn di mua
s d m h o a c giam sd Itfdng hang mua mdi Idn, mua nhieu hang khuyen mai hem hoac ghe qua d nhtfng ctfa h a n g gdn nha de tiet kiem xang. Tuy nhien. hp ciing khong de bd qua cd hpi mua h a n g gidm gid. 87% ngtfdi Viet Nam tham gia khao sdt cho biet sdn sang mua hang khuyen mai, trong khi ty le binh quan khu vtfc chi la 68%). 56% ngtfdi tieu dung Viet Nam hay tim cac sdn p h a m khuyen mai khi dang di mua s a m . so vdi mtfc 38% cua khu vtfc.
Ngtfdi tieu dung TP. Hd Chi Minh thtfdng ky tinh ddi vdi n h d m h a n g thtfc pham. Ddi vdi n h d m h a n g nay. tieu chuan c h a t Itfdng dtfdc d a t len hang ddu. sau do mdi d e n gid ca va thtfdng hieu. Da sd cung cho rdng, hp chpn mua thtfc pham k h d n g dtfa t r e n cac thong tin qudng cao. Ddi vdi m a t hang h d a p h a m thi yeu td ddu Uen khi chpn mua Id chat Itfdng, ke d e n la thtfdng hieu. Con nhom h d n g thdi t r a n g thi tieu chi c h p n mua quan trpng nhat la thtfdng hieu rdi mdi den gid cd, c h a t Itfdng. Tuy nhien, trong thdi diem lam phdt va tien dong trtfdt gid nhtf hlen nay, stfc hap d a n cua khuyen mai, gidm gia cd t h e k h i e n ngtfdi tieu diing
"de tinh" hdn. Da sd ngtfdi tieu dung cho bie't se thay the cic thtfdng hieu quen thupc bdng nhflng thtfdng hieu ttfdng dtf(Jng khdc nhtfng cd gid rd hcJn hoic CO chtfdng trinh khuyen mai K
' Tdng cue Thdng ke, Tlr^
hinh kinh te- xd hoi ndrt 2010,Cue Thdng ke TP. Hd Chi Minh, Tinh hinh KT- XH thdng 12 vd ndm 2010.
