liESH Tfe VA ftUAW IX
cflcveuTOflnHHinGOEnHflnHui Llln cHon Rnu on M cun ncilcii TICU DOnG:
HGHICn COU THI/C RGHICfTI TRCR D|n BRR HR RG!
Nouveh Qud'c \^el TrUdng Dgi hpc Kinh te - BH Qud'c gia Ha N$i
Email: [email protected] Le Thj Quynh
TnJdng Dgi hpc Kinh te - BH Quoc gia Ha NOI Email: [email protected]
Ngiy nhpn: 06/04/2015 Ngiy nhpn lal: 16/04/2015 Ma so: so.1TrEM.12
M:
(f^/J ' ii vidt di lim ro tinh hinh tidu thp rau ndi chung, xu hudng cua ngudi tISu dung vi phin tich cp thi cic yeu to inh hudng den quyet dmh lua chpn mit hing rau cua ngudi tieu dung trin dia bin Hi Npi Bang phuang phip kinh td lupng vi sO dung cong cu Evlew7, bil vidt da udc lupng md hinh cic yeu tdinh hudng ddn vipc lua chpn rau an toin eOa ngUdl tidu dung vdi sdlieu tU khio sit tai mpt sdsiSu thi vi chp dau mdl cua Ha Ndi. Kdt qui phin tich cho thay ngudi tieu dung cd trinh dp hgc vdn vi thu nhap cao thi se cd t^ lp tua chpn rau an toin cao han. Ydu td ve tuoi vi mOc dp tin tUdng vao chat luang rau an toin cung co inh hudng den viSc lOa chpn rau an toin cua ngUdi tieu dung. Yeu to ve chdnh Ipch gli rau an toin vi rau thudng khong cd anh hudng trong md hinh niy TO cac phit hien tren, bii vidt di rut i^ mpt sd khuyen nghi cp the de ning cao nhpn thOc vi phit tridn thj trudng rau an toin tren dia bin TP. Hi Npi.TO khda: Hinh vl tiSu dung, thi trudng ndng sin, rau an toin.
1. Bdt va'n de
Rau la logi thue pham Unlet ydu trong ddi sd'ng Clia mdi gia dinh. Vipc lya chpn rau de mua cho gia dinh khdng chl nhSm phye vy cho nhu cau ed ban la an udng ma edn phai bao gdm nhu cdu an toan. Bdi dpc to trong san pham ndng nghiep ngay cang cao, nguy ed dde cap ttnh va man ttnh eho ngudi tieu dting ngay cang khdng the xem nhe.
Hidn nay nhu eau eQa ngudi tieu dting ve rau an toan (RAT) la rat Idn, nhat la khi mQc song ngdy cang lang, ngudi ddn ngay cang quan tdm nhieu hdn den sQc khde ngQdi than va eiia ehlnh minh.
Bdc bidt la ddi vdi ngudi ddn tgi cac thanh phd \6n nhu Ha Npi.
RAT la khai niem dupc sQ dung de chi cac loai rau dapc eanh tac tren dien lich dal ed thdnh phan hda - thd nhudng dupe kie'm scat (nhat la kiem soat ham lupng kim logi nang va cac chat dpc hgi ; cd ngudn goc IQ phan bdn, IQ cae chat bao v§ Ihi/c vdt va eae chat thai sinh hoat tdn tai Irong 6 dupc san xual theo nhflng ky thudt nhSl djnh, ntici I vdy ma dam bao an loan ve sinh thuc phim cho ngudi tteu dung va mdi Irudngi.
1. Quyet dinh s667- 1998/QD~ BNN-KHCN khoa hoc ^ ^ ^ ^ . ^ ^ ^ ^ ^ ^ ^ ^ ^ . ^
20 tliiidngmai SD 80/2018'
KEIGH T^' v A QUAIV LY
NhQng nam 90 cQa the ky tn/dc, van de san xudt RAT 6 Viet Nam da dupc dd cdp ddn nhieu.
NhQng nam trd lai ddy. nhan IhQc ve van de san xu^t va tteu dung rau an toan tt-dn gde dd an loan vd sinh thuc pham va chong d nhie'm mdl Irudng da tang len dang k€ nhd hogt ddng luydn truydn ttch cyc tQ phfa cac nha khoa hpc cung nhu dU iudn xa hdi. Cung vdi sU quan tam mgnh me tQ cac ed quan chuyen mdn. eae cap ehfnh quyen, eac td chQc nghien cQu khoa hpc va chuyen giao cdng nghp, s y tham gia lich eye tQ ngudi ndng dan. iTnh vyc san xuat RAT da hinh Uidnh vd cd nhQng bade phat trien nhat djnh.
Thanh pho Ha Ndi ed long didn tich canh lac rau 12.041 ha ndm 2013; tUdng dUdng 29.000 ha gieo trdng/ndm, trong do mdi ehi cd 4.500 ha rau an toan (ehlem 37,4%) vdi san lapng dgt khoang 295.000 lan/nam, tUOng duong 800 tan/ngay2.
ChQng logi rau dapc san xuat d Ha Ndi kha phong phli vdi trdn 40 loai rau. lap tnjng chu ydu d vu Bdng Xuan. Nang sual rau dai tra binh quan dgl 20,5 tSn/ha/vu; ndng suat rau dupc san xu^t theo quy trinh san xuat FIAT dgt 19.5 tdn/ha/vu. Tdng san lupng rau d i a loan Thanh phd dgt xap xi 569.802 lan/nam; cd kha nang dap Qng dQpc 60%
nhu cau rau xanh (trong dd san lupng rau dapc san xuat theo quy Irinh san xuat RAT dgt 131.770 tan/nam. dap Qng dupe 14% nhu eau), Cdn 40%
lapng rau tQ cac dja phuong khac cung Qng^.
Theo s d lieu ra soat den thdng 9/2013. hidn nay Ha Ndi cd hdn 60 cQa hang, diem ban rau an loan (RAT), san lupng tidu thy trung blnh IQ 50 - 120 kg/cQa hang/ngay. Cd 35 sieu thj dang Udu thy RAT, san luong tmng binh IQ 60-200 kg/sieu lh]/ngay. Ngoai ra, Sd Ndng nghiep & PTNT da giao Chi cue Bao ve thyc vdt phoi hop vdi San giao djch rau, qua va ttiuc pha'm an loan tht did'm md eae diem phdn p h ^ RAT tai cac khu dan cu, cd quan. Ket qua den thdng 10/2013 dang van hanh 72 diem tgi khu dan cU, cd quan. tdp trung chu yeu d eac qudn Thanh Xuan. Ha Ddng, Hoan Kidm,..
Cd 25 HTX san xuat va lieu thu RAT vdi san lupng tteu thy trung binh 200-300 kg/HTX/ngay. eao 800 - 1 . 0 0 0 kg/ngay Ttnh den nam 2013. toan Thanh pho da chi dao, giam sat, phat trien dUde 4.500 ha eanh tae RAT (trong dd cd 4.430 ha da dapc cdp gia'y chQng nhan dii dieu kien an loan IhUe ph^m trong san xuat rau); hudng dan, giam sat 18 vung san xuat RAT theo VietGAP vdi tdng dien ttch tren 150 ha; san lupng dat 8.200 tan/ndm (tuong duong 22,5 lan/ngay). Duy tri quan ly 11 nhdm san xuat rau hQu cd (chu yeu d xa Thanh Xudn. huypn Sde Son) vdi dien tieh 12 ha; dang chuye'n ddi mdt vQng san xuat rau hQu cd quy md 6 ha. Toan Thanh p h o c d 22 md hinh san xual gan vdi tidu ttiy vdi tdng dien Uch 90 ha; trong dd mdt so md hinh dat hipu qua cao va dang phdt trien tot nhU' md hinh tai xd Van Ndi (Bdng Anh). xd LTnh Nam (Thanh Tri), xa Giang Bidn (Long Bidn)(2).
Chinh vi vdy, bdi viet nay lam ro tlnh hinh tteu thu rau ndi ehung va xu hudng eua ngudi tieu dQng va phan tich cu the' cac yeu td anh hudng den quyet djnh lya chon mdt hang rau cua ngudi tieu dQng trdn dja ban Ha ndi, Mue tieu eu t h ^ eua bai nghien cQu la (1) Um hie'u hanh vi eda ngudi tieu dQng trong viec mua rau tgi Ha ndi; (2) anh hudng cQa yeu td: thu nhdp, tudi. trinh do hpc van, mQc dp Un tadng vao chat iQpng rau an loan va rau thudng den vide lya ehpn rau an toan cua ngudi lieu dQng tren dja bdn thanh phd ha ndi va (3) dd xual giai phap nham phat trien thj trudng RAT ndi chung va trdn dia ban Ha ndi ndi rieng.
2. Ljch sQ nghien cQu van de
De nghien cQu hanh vi cua ngudi tieu dung, tdc gia Binh Thi Minh Hieu (2004) da "Nghien cQu hanh vi ngudi tieu dung ddi vdi san phd'm ca trich sdt ed cua cdng ly Vissan TP. Ho Chi Mmh" da lim hie'u hanh vi eua ngudi tieu dung doi vdi nhan hi$u ea trieh sot ca cua cdng ty Ihue pham Vissan TP.HCM Irong sy so sanh ve sU Ua thich va sa nhan biet vd san pham cua cdng ty vdi cac nhan hipu cgnh tranh tren thj tradng; xdy dyng nhflng
2 vista.gov vrh KHCN va dja ptiuang 3 ajy& dinh s6 2083/QD UBND TP.HN
So 8 0 / 2 0 1 5
-khoa hoc -^
~thi/(jng'mai 21
K m i TE VA QUAiV LY
djnh hadng chien luoc kinh doanh eho cdng t y Ngoai ra trong nadc cung cd nhieu nghien cQu ve thj Irudng rau an loan hien nay lgi Vipt Nam. Theo ket qua "Nghien cQu thi trudng rau an loan tren dja ban thj xa Ben Tre" cua tae gia TrSn Ngoc Hue Thanh (2006) cho thay: nhQng mdt ton tai eCia thj trudng rau an toan tgi Th] xa Ben Tre hien nay nhu chat iupng san pham chua thuc sa dam bao. Chung iogi thieu da dang, gia RAT tUdng doi cao, hd thdng phdn phoi cdn yeu kem. nhu cau sQ dung RAT cua ngudi dan cdn han ehe do thieu thdng tin. Di danh gid dupe cac yeu to anh hudng den viec liia chpn rau sgch cua ngudi Ueu dung, tae gia Nguyen Vdn Dy (2007) da nghien cQu
"Xac d[nh nhflng nhan to cd anh hadng quan trpng den vide chpn lua rau sgch cua ngadi Udu dung d TP. Hd Cht Minh" bang md hinh kinh te iupng. Kdt qua md hinh hoi quy nhQng nhdn Id anh hadng den vtec chpn laa rau saeh cQa ngQdi tieu dung chi ra rang cac yeu to: sy hieu biet, thu nhap, nhan hidu cQa san pham, hd thong phdn phdi rau sgch ed anh hudng den vide chon lUa rau saeh Clia ngudi tieu dung. Yeu I d ve gia khdng cd anh hudng. Cung theo tae gia Nguyen Van Thudn va Vd Thanh Danh trong nghien cQu "Phdn ttch cae ydu t d anh hudng hanh vi tieu dung rau an loan tai Ihanh phd Can Thd" thi rau an loan dupc cung cap ehu yeu trong he thong sidu thj. Phan ldn ngudi tieu dung rau an loan cd fhu nhgp tUOng ddi cao. Cd ba yeu t d anh hudng den tidu diing rau an toan. dd la: khoang each
mua hang. Idng Un cua khach hang, va ttnh san cd cua san pham. Qi phat trien nganh rau an toan tai TP. Can Tho. eae giai phap dupc de xuat: phat trien them di^m ban hang, da dang hda hd thdng phan phdi nham tao su thuan Udn hon cho ngUdi tieu dung trong viec mua hang, cac nhd phan phoi va nha san xuat nen ket hdp xdy dung nhan hieu/thudng hieu cho san pham nham lang Idng Un cQa khach hang, va td ehQe lai san
xudt theo hinh IhQc td/nhdm hop tac, cau lac bd hoac hdp tae xa.
Ohen (2014) trong bai vidt "Consumer Purchasing Behaviour for Fruits and Vegetables among Civil Servants in Essien Udim Local Government Area, Akwa Ibom State, Nigeria" da phdn tich cac yeu I d quyet dmh hanh vi mua sIm cua ngudi Ueu dung ddi vdt cac loai trai cay va rau qua trong Essien Udim Chtnh quyen dja phUdng Khu vyc trong Akwa Ibom State, Nigeria.Ket qua nghien cQu eh! ra rang tan suat mua hang thang eiia cdc logi trai cay va rau qua da dUdc xac d|nh mdt each dang ke' bdi thu nhgp hang thang trong khi ede bien khac nhu tudi tac. gidi tfnh. Hnh trgng hdn nhan va trinh dd hpc van khdng cd y nghTa anh hudng tren tan suat mua hang Ihang.TQ do, bai viet khuyen nghj ndn chu trpng hdn vao vide tang thu nhap binh quan cQa ngudi cd thu nhap thap va eung tdp tmng nhieu hdn vao viec tang san xuat trong nude cua cae mat hang thyc pham,
3. PhUdng phap nghidn cQu 3.1. Cich tiep cpn nghien cOu
Bai nghien cQu dUpc Uen hanh Iheo each tiep cdn hanh vi mua eua ngudi Ueu dung, Cd nhieu thuyet khae nhau de' Yj giai hanh vi mua eua ngUdi tieu dung. Mot U"ong nhQng ly thuyet dupc dung de giai thfeh hanh vi mua la l^* ttiuyet ddng thai cua Maslow (1943), theo thuyet Maslow thi nhQng doi hdi cQa eon ngudi dupe xep Iheo he thdng cdp bgc, tQ nhQng thdi Ihuc nhieu den nhQng thdi thiic tt hdn.
^ w r a
Nhu ''Su i^ pn tnqn Nhu cSu ve sinhJv Nguon. Maslow, AH (1943)
Hinh 1 •' ^hap nhu cau Maslow khoa hp:
22 thifdng m a l '
K E S H l € V A QUAHT L Y Trudc Uen con ngudi sd co gang thda man nhu
eau quan trpng nhal. Khi eon ngudi thanh edng trong vide thda man nhQng nhu cSu quan trong thi ddi hdi dd se khdng cdn Id nhdn Id tac ddng vdi hp trong thdi gian ay va ngudi ay se bj tae ddng bdi ddi hoi rat quan trpng ke tiep.
Trong qua trinh quyet djnh mua cua ngudi tteu ddng Ihudng trai qua 5 giai doan. mdl giai doan ddu ed mdt tac ddng n h ^ l djnh va ed nhQng ydu to anh hudng len tQng giai doan dd. Dapc the hidn nhu sau: (Hinh 2)
Ngudn- [2]
Hinh 2: Qui trinh thdng qua quydt dmh mua cua ngudi tiSu dung Theo Philip KoUer (1967): hanh vi eQa ngudi mua ch|u anh hudng cua bon yeu t d chQ yeu: van hda, xa hdi, ca nhdn va tam ly. Tat ca nhQng yeu to nay deu cho la nhOng cdn cQ de biet each tiep cdn va phyc vy ngudi mua mdt each hipu qua hdn.
Nhu vdy, qua trinh quyet dmh mua hang trudc het la ngudi Ueu dQng ed dupc y thQc va nhu eau tieu dung san pham, Ke de'n hp se tim kiem thdng tin dai ehung, tim hieu qua ban be, ddng nghipp da tQng sQ dyng san pham dang de cap. quang edo eua nha san xuat. Qua qua trinh nhdn thdng tin, hp cd the' biet dupe nhieu san pham cung logi ed the dap Qng nhu eau eua hp va chung cd nhQng ddc diem khac nhau ve chat tupng, gid ca, phUdng thQc mua ban. Budc tiep theo la dua ra nhQng phuong an tieu dQng khae nhau va tien hdnh danh gid loi tch eua vide sQ dyng tQng loai san pham. Cac tidu ehud'n dUOc danh gid bao gom: gia ca, thdi gian sQ dung, Unh tien Ipi, kha nang tai chlnh cua ngudi mua. Sau khi danh gia, ngUdi tieu dung se dua ra quyet djnh mua sam mpt trong nhQng iogi san pha'm se mang lgi eho hp Ipi fch cao nhat. Tuy nhidn, qua trinh mua hang khdng cham dQl tgi day, ma bao gid ngudi Ueu dung sau khi quyet djnh mua sam mpt san phd'm nao dd cung cd nhflng nhu cau hdu mai doi vdl ngudi ban, Trong qua trinh mua hdng ndy, cdc ca nhan mua hang trong xd hpi se ehiu anh hudng cua mpi logt cdc yeu td bao gdm ca nhflng yeu t d ve the chd xa hdi lan lam li* va ddc diem thd' chat rieng cd eua tQng ngudi. Trong hing
Van hoa
•N^ivTSHianli
\'an hda
• Tang idp xa hpi
Xahdi
*Nhdm tliam kliao
* Gin dinli
Cit nlinn
*Tiidi
* Ngha
* Hoan canh kinli te
Tam ly
*Dpng CO
• Nlian thuc
* Hieu biet Ngirdi mua
So 8 0 / 2 0 1 b
Hinh 3-' M6 hinh cac yeu tSanh hudng 6en hanh vi ti^u dung cua Kotler (1967)
JUm hpc
thng mal 23
l U M I TC VA ^VAX LY
bai viet nay chung tdi se eo gang kiem dmh cac hda cac sd lieu bSng md hinh cu t h ^ vdi sy hd'trp yeu to tt-en tt-ong qua Wnh chpn lUa RAT cua ngUdi cua phan mem eview 3.0.
dan tren dja bdn Ha Ndi. Ham tuyen tlnh cd dang:
T Y L E R A T = f i f r U O I , T D H V , T N H A P , M U C D O T T . G I A C L E C H ) TYLERAT = p i + paTUOl + P3TDHV + P4TNHAP -•• P5MUCDOTT + peGlACLECH + U 3.2. PhUdng phap thu tfi#p sollpu
Sd lidu sd cap chu yeu phyc vu eho edng tde nghien cQu hanh vi eua ngudi tieu dung. Hinh thQc thu thdp s d lieu sd cap Id phong van tnic tiep, chpn ma'u ngau nhien nhflng ngudi lieu dung dang sQ dung RAT tgi cac sieu tfij Fivimart. Ocean Mart, Lotte mart... va eac cQa hang RAT de phdng van theo phieu thdm dd vdi s d ma'u la 60 mau.
Trong dd:
U: sai sd ngS'u nhidn
P2..-P6: La cac hd s d gdc Qng vdi ede bien IUdng Qng tud'l, trinh dd hpc van, Uiu nh$p, mQc dp Un tudng cua ngudi Udu dung va sy chenh l$ch ve gia glQa RAT vd rau thudng.
Bien phy thupc ia TYLERAT
Bang 1 ; Glii thleh cie bidn dpe tap cua md hinh
TSn bie'n 1. Bien phu thuoc
Ty 1$ RAT trong tdng Mang rau ma ngUBi tieu dOng mua (TYLERAT)
2. Bi6'n dac ISp
Tudi cua ngir&i tifiu dDng tnic tiep mua rau (TUOI)
Trinh d6 hoc van cua ngirdi tieu d&ng tnTc tid'p mua rau (TDHV) Thu nhap trung btah/thSng cua NTD (TNHAP)
MlJc do tin n/6ng cfia nglTcfi tieu diing vko cha't ll/dng rau an toan hi$n nay tren thi tnTflng (MUCDOTT)
MiJc chenh lech gid giifa gia RAT va gia rau thifdng m& ngtfdi tieu dOng chap nh3n mua (GIACLECH)
Kj- vpng
(+)
(+) (+)
C+)
(+)
(+)
Thu thgp so lieu thQ cap: eae so lieu thdng ke, Sd Ndng nghidp vd Phat trien ndng thdn, cQa hang RAT, sidu thj... Thu thap s d lieu ttiQ cap tQ nien giam thong kd, mgng Intemet, cae de lai nghidn cQu trude cd lien quan.
3.3. Phuang phap phan tfch
I Bai nghien cQu cd sQ dyng phuong phap phdn Ueh hdi quy bang ham so dgng tuyen linh. Bay la I phuong phap ldp mpt ham quan hd gifla cac bien I khi biet dupe gia tn lUdng Qng cua chung. Lupng
I khoa hgc ^^^^^^^^^^^^^^^^^^^
•24 Ihifdngmai
4. Phan tfch ket qua hdi quy
Nghien cQu lien hanh hdi quy theo phuong phap OLS thu dupe ket qua nhu sau:
Qua ket qua phdn Uch Eviews ta cd ham hdi quy.
TYLERAT = -68.48335 + 0.674269*TUOl + 3,543056-TDHV + 3.274579'TNHAP + 0.623918*MUCDOTT+1.979743*G1ACLECH.
Tnidc khi bude vdo giai thfch va phdn Uch tn6 hinh ta phai kiem dinh lai cac gia thuyet cua mfi hinh. Dd la cdc gia ttiuyet ma ta da ddt ra cho mo
Kma T € VA Qulaf LY
Bang 2 ; Kdt qui ude lupng h6l quy him ty le RAT
Cac bi^n so TUOI TDHV TNHAP MUCDOTT GIACLECH C
He saTifdc IrfQfng 0.674269
3.543056 3.274579 0.623918 1.979743 -68.48335
Tri sot 2.580719 2.562916 1.897174 5.376255 0.785409 -3.440108
Xac sua't 0.0126*
0.0134*
0.0631**
0.0000*
0.4379''*
0.0015
Ngudn: Ket qui chay Eview Ghi chu:
' : ed y nghTa d mQc y nghTa ban dau Id 5 %
" : cd •^ nghTa d mQc y nghTa ban dau la 10 % '^'^i khdng ed y nghTa
hinh d ^ ddm bao eho md hinh md l ^ mdl each thue tieh hdn va vide phan tfch dupe chfnh xac hpn. Neu md hinh vi pham mdt Irong cac gta ttiuyet ddt ra lam sai Idch vdi thye te va nghiem trpng hdn la khdng cdn phQ hpp vdi ly thuyet kinh td. Kie'm d[nh md hinh dapc t h ^ hidn d bang 3.
Bang 3 ; Kidm dmh gli thuydt vd eie he sdhdl quy neng
Y nghTa phUdng trlnh hdi quy
Ket qua md hinh hdi quy cho R^ = 0,678951 la he sd xac dmh, dieu dd cd y nghTa la md hinh nay giai thfeh dupc 67.8951% bidn ty Id RAT phu thude vao eac bien tud'i, thu nhdp, trinh dd hpe van, mQc dd tin tudng cua ngudi lidu dung ddi vdi chat lupng RAT vd mQc gta ehenh leeh giQa gia RAT vd gia rau thudng ma ngudi Ueu dung chdp nhdn, dupe trinh bay cy t h ^ d phan liep theo.
Nhin vao md hinh la thay dau cua P2, Pa. P4, Ps, Pe deu dung nhu ky vong, nghTa la cac bidn ddc ldp ddu tJ Id thudn vdi bidn phu thudc: p2 =
Cac bi^'n giai thfch Hang sd TUOI TDHV TNHAP MUCDOTT GIACLECH
H?s6'a 68.48335 0.674269 3.543056 3.274579 0.623918 1,979743
Gia tri t -3.440108
2.580719 2.562916 1.897174 5.376255 0.785409
" • v a l u e
0.0015 0.0126 0.0134 0.0631 0.0000 0.4379
Quye't dfnh Bac bfi H|, Bac bo Ho Bac bo Ho Bac bo Ho Bic bo Ho ChUa CO cd sci
bac bo Ho
Ngudn: Kdt qui chay Eview
Qua bang 3 la thd'y cd bidn mQc gia chdnh lech giQa gia RAT vd gid rau thudng id chap nhdn giS ttiuyet Ho vdi mQc y nghTa a = 10%, nghTa la bi^n ndy khdng cd tac ddng hay khdng giai thich dupe cho bi^n phy Ihudc vdi mde y nghTa ndy
0.674269 cho thay rang khi tudi lang len 1 dpn vj (tudi) thi tJ id f ^ T tang trung binh 0.674269%, khi eac yeu t d khdc khdng dd'i.
Pa = 3.543056 eho thay trinh dd hoc van anh hudng ldn den ty le RAT. Khi trinh do hpc van cua ngudi tteu dung tang len 1 ddn Vj (ldp) thi ly lp RAT lihna hnr ^^
thifdng'mai 25
liLVH TE VA QVAIV LY
tang ttxing binh len 3.543056%, khi cac yeu t d khde khdng doi.
p4 = 3.274579 eho ttiay rang vdi mQc y nghTa 10% thi thu nhdp cd anh hadng den ty id RAT md ngudi Udu dung mua. Khi thu nhgp tdng len 1 don Vj (tridu ddng) ttii ty lp RAT se tang trung binh ldn la 3.274579%.
Ps = 0.623918 eho ttiay mQc dp Un ttidng eiia ngudi tteu dung doi vdi chdt IUdng RAT hidn nay tren thi Irudng cd anh hudng den ty le RAT hp se mua. Khi mQc dd Un ludng cua ngudi lieu dung tang len 1 % Ihi ty le RAT tdng tmng binh thdm 0.623918%, khi cac yeu to khae khdng dot.
p5 = 1.979743 cd thdng kd tSTAT5 = 0.786409.
Theo ket qua hdi qui d phy luc 2 chl ra rang mQc gia chdnh Idch giQa gia F^T va gia rau thadng thi khdng cd y nghTa trong md hinh ndy.
5. Nguyen nhan va glai phap phat trien rau an loan
5.1. Nguyen nhan
Trong nhQng nam gdn day, linh trang ngp dpc thyc pham ngay eang gia tdng va dang dupe dd cap den nhu mdt mdi nguy hie'm de dpa true tie'p den sQc khde cpng ddng. SQ dyng RAT chtnh la gial phap lot nhal de han ehe tinh trang trdn. T h ^ nhung. thj trudng RAT hipn nay cdn nhieu bat cap va ehua phat trie'n mgnh, ty Id RAT ma ngudi tteu dung sQ dyng trong bOa an hang ngay ehUa eao.
Qua thuc le dieu tra ngudi Ueu dung va tim hieu ve thj tmdng RAT. cd nhQng nguydn nhdn dan den tinh trang tren nhu sau:
(1) Nguyen nhan IhQ nha't la san xuat RAT phai ddu tu eao, ndng sual Igi th&p hon so vdi san xu^t rau Ihudng nen gia eao hdn rau Ihudng (gap 1.5- 2,5 Idn). Nhung vi Ipi Ich tn/dc mat. khdng it cd sd sSn xuat va kinh doanh da vi pham qua trinh san xuat, danh IQa ngadi tteu dung. Kdl qua Id ngadi tieu dung chju thiet,Uen Ih^t mua cua gia dan den hoai nghi ve chat iupng RAT. Hien nay. ngudi tieu dung ed nhu cau rat Idn ve RAT va san sang tra gid eao hon de ed san pham nay nhung hp bdn khodn bdi khdng the phan bi^t dau la RAT dau Id rau thadng ndn dan den tdm ly ludng iu, khdng that sy ttn tudng vao RAT.
(2) NhQng ngudi biet tlnh trang d nhiem tren rau tim den noi bdn RAT. Do vide quan ly khdng tdt ndn nhieu ndi kinh doanh Ira trdn rau ttiudng vao RAT hoac ban " f ^ T " khdng dam bao chat lapng gdy mat Idng ttn khach hang.
(3) Do nhan thQc cua ngudi tieu dung chua cao. Da s d ngudi tteu dung v^n chua nhgn thQc dupc lam quan trpng ve vd sinh an loan thyc ph^m. Nhieu ngUdi mua ehi do ldm ly hieu ky.
chua man ma vdi RAT. Tuy ho khdng thich rau khdng an loan nhUng khi dung hang ngay van thay blnh Ihudng nen nhu cau ve RAT trd nen khdng that sy can thiet, hp chua Ihuc su lo lang cho silc khde vl chat dde chua bde phat ngay lgp tdc.
(4) d Ha Ndi cd khoang 40% lupng rau phai nhdp tQ cae tinh lan cgn. do dd vide quan ly lupng rau nay gdp nhieu khd khdn. Viee phan phot va Ueu thu RAT qua nhieu khdu nen ed chi phi luu thdng Idn. ty le hao hut nhieu. Do dd, RAT cd chi phi cao dan den gia cao.
(5) He thong phdn phoi RAT edn han che, RAT chii yeu dupc ban tai eQa hang chuyen kinh doanh RAT hode hd thong sieu th| nen ngudi tidu dung 6 mdt sd ndi khd Udp edn cung nhu khdng thudn ti^n khi mudn mua RAT. Gia RAT mac hdn so vdi rau thudng ban d cho, hOn nQa muon mua phai tdi cila hang nen mat thdi gian, dan den ngudi tieu dung ed ldm ly nggi di mua RAT.
5.2. Giii phap
Trude nhQng nguyen nhdn tren, de' phat trien thj IrUdng rau an toan thi edn thiet cd nhQng giSi phap nham nang cao nhdn IhQc cua ngUdi tieu dQng ve RAT. Bdn canh do, edn gidm gia thanh v l xay dung he thdng phan phdi hpp ly de' ngUdi tiSu ddng cd the tiep can va ed kha ndng mua RPJ nhieu hdn. Va quan trpng hdn het la xay dyng va eung ed niem ttn cua ngudi tieu dQng ddi vdi m3l hang RAT. Mot s d giai phap cd the ke den nhU:
Tuyen truyen phd bidn nhOng kien thOc vd fW cho ngudi tlSu dung. Cic chQOng trinh tuyen.
truydn phai dupc thyc hidn trong thdi gian dai vdl nhflng chinh sach ddng bd, nhQng chuong tt'lnh phu hpp nhu la chUPng trinh ti vt. quang cao....
khoa hoc .
26 thifdng m a t ' So 80/2015
msH T6 VA QUA]V LY
Clam gli thinh RAT nhu. xdy dung hd thdng phan phdi tnjc Uep IQ ngudi s^n xual den ngudi tidu dung; nha nUdc hd'trp von uu ddi, hd'trp cung cap Qng dyng khoa hoe ky thudt eho nhflng vQng trdng RAT nhSm giam ehi phf, tang hieu qua san xuat va chdt lupng, IQ dd tang kha nang canh tranh ve gla.
Quan ly sin xudt vi phin phdi vi luu thdng RAT. dao tgo nguon nhdn lyc du nang lpc de kiem tra chdt lUpng RAT. tang cUdng ki^m soat chdt lupng rau qua trong san xudt va tren thj trudng. Xay dung chfnh sach phu hop trong quSn ly va trang b| nhflng cdng cy. phuong phap kiem tra nhanh de kiem soat trong luu thdng.
CQng c d mgng ludi ban RAT thdng qua sieu thj, cQa hdng ehuyen kinh doanh RAT V i ddy Id nhQng he thdng phan phoi phan nao da cd sy tin tudng cua ngUdi tidu dQng. Md rpng kenh phdn phdi, tao lhu#n ldi cho ngudi Udu dung. Xdy dyng hd thdng phdn phdi RAT d chp nham Igo dieu kien Ihu^n ldi cho ngUdi tidu dung Uep can de'dang vdi ngudn eung RAT,
Xiy dung thuang hipu, cung co niem tin cua ngudi Ueu dung: RAT phai ed nhan mac. bao bi theo quy djnh,...
6. K i t lu$n
Qua sdlidu didu tra. long hpp va phan Uch 60 md'u ngudi Udu dQng d TP. Ha Ndi cd the' rut ra mdt so ket ludn vd cae yeu I d anh hudng ddn hdnh vi cQa ngudi tieu dQng ve rau an toan nhu sau:
Ty lp mua RAT lgi Hd Ndi chju anh hudng cQa eae ydu t d nha: tudi, thu nhap, trinh dp hpe van.
mQc dd thdng tin eua ngUdi tidu dung ve chdt lupng RAJ tren th| trudng. Yeu to ve mQc chenh ipch gia giQa gia RAT va gid rau thudng ma ngudi tidu dQng chap nhgn mua khdng anh hudng ldi ty 1$ mua RAT trong md hinh nay.
Nhu vay. de* phdt trien thj trudng RAT can phd bidn sdu. rdng thdng tin eho ngudi Ueu dQng hi^u ve fch ldi cua vipe sQ dung RAT. Nang cao chat lupng san ph^m, xay dyng thupng hieu nhhm tao Idng ttn eho ngudi tidu dQng. Ben canh dd, md rpng mang ludi tieu thy RAT. Cae cP quan ehQe nang can ed nhQng giai phap hi$u qua nham quan
ly RAT IQ khdu san xual, phan phoi den luu thdng nham dam bao chat iupng RAT. •
Tai lieu tham khao:
1. Tran Doan Dung (2004). 77e'p thj ca bin, Tmdng DH Kinh Te TRHCM.
2. Quyet djnh sd 67 - 1998/QD - BNN - KHCN.
3. Nguyen \ ^ n Thudn va Vo Thanh Danh.
Phin ti'ch cic yeu tdinh hudng hinh vi tieu dOng rau an toin tai thinh phd Can Tha.
4. Ohen (2014). Consumer Purchasing Behaviour for Fruits and Vegetables among Civil Servants In Essien Udim Local Government Area,
Akwa Ibom Slate, Nigeria.URL: http ://iiste.org/Journais/index,php/FS
QM/article/viewFile/10473/10981
5. Maslow. AH (1943), A Theory of Human Motivation, Psychological Review, 50(4), 96-370.
Summary
The article looks into the situaUon of vegetable consumption in general, the trends of consump- tion and factors affecting consumption of this stuff in Hanoi. Using econometrics and Eview 7 tool, the author draws up the model of affecttng factors to the choice of safe vegetables by consumers via primary data collected from some supermarkets and wholesale markets in Hanoi. Research find- ings reveal that consumers with higher qualifica- ttons and income tend lo buy safe vegetables more. Factors such as age and confidence in veg- etable quality also affect their choice. The discrep- ancy in vegetable prices does not show any effect in this model. Based on these findings, the article makes some recommendations to raise the awareness and develop the market for safe veg- etables in Hanoi
So 80/201E>
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