ien cull hanh vi ngiTofi mua sim hang tieu dung thiet yeu va khuyen nghj doi v6i cac doanh nghiep ban le
of khu Vl/C nong thon Dong bang song Hong
LA TIEN DUMG"
Tom tat
De nghiin cffu hdnhyi ngUdi mua sdm hdng tieu diing thii't ye'u (HTDTY) d khu vuc nong thon Dong bdng sdng Hong (DBSH), tde gid da sff dung cdc dff lieu thff ed'p cua Tdng cue Thdng ki, cdc bdo cdo nghiin cffu thi trUdng cua Cong ty Nielsen. Ngodi ra, tac gid cung tien hdnh dieu tra 372 ngUdi mua sam HTDTY d khu vuc nong than vung DBSH (dugc chgn mdu thudn liin trong 7 tinh: Hd Ndi, Na.m Dinh, Hd Nam, Hung Yin, VTnh Phiic, Bac Ninh vd Hdi Duang) dixdc dinh cdc ddc diim vi hdnh vi cda ngUdi mua sam HTDTY d khu vifc nong thdn DBSH.
Tit do, bdi vie't di xudt nhffng khuye'n nghi phix hgp ddi vdi cdc doanh nghiip hdn le nhdm ddp ffng tdt nhdt nhu cdu cua ngudi mua sam.
TU khoa; ngudi mua sam, HTDTY, Dong bang sdng Hong Summary
To study customer's behavior of purchasing essential goods in rural areas of the Red River Delta, the author collects secondary data from the General Statistics Office and Nielsen's market research reports. In addition, the author conducts a survey of 372 customers purchasing essential goods in rural areas of the Red River Delta (by convenience sampling in 7 provinces:
Hanoi, Nam Dinh, Ha Nam, Hung Yen, Vinh Phuc, Bac Ninh and Hai Duong) to identify their behavioral characteristics. From the finding, the article proposes proper solutions for retail businesses to best meet the needs of buyers.
Keywords: buyer, essential goods. Red River Delta Giai THIEU
Khi^nen kinh te' tie'p tuc tang trffdng va tnen vpng cua thi trffdng HTDTY cho tha'y nhflng da'u hieu kha quan, thi Slf quan tam cua cae doanh nghidp bin le trong, ngoai nffdc danh cho thj tiofdng nong thdn Viet Nam (chid'm 67% dan so') ngay cang tang (Nielsen, 2017). Trong d6,_vflng DBSH vdi mat dd dan sd cao nhatea nfldc thffc sff dfldc coi ia thi trffdng HTDTY ha'p dSn. Tuy nhien, ngffdi mua sam ndng thdn ndi day cd nhffng net khac biet so vdi ngffdi mua sam thanh thi vd dac diem nhan khau hpc, trinh dp phat tridn kinh te - xa hpi, loi sd'ng. Bdi vay, doanh nghiep ban le mud'n tham nhap thi Erffdng ndng thdn DBSH khdng the ap dung hoan toan md hinh da thanh cdng d
thanh phd, ma can nghien cflu hanh vi ngffdi mua sam dia phffdng de Ihie't ke'phffdng an kinh doanh phu hdp vdi khu vffc ndng thdn. Xua't phat tff thffc te' nay, vide nghien cffu hanh vi ngffdi mua sam HTDTY d khu vffc DBSH la ra't can thie't dd'i vdi cac doanh nghiep ban le trong hoach dinh phat trien nham dap ffng nhu cau cua khach hang.
CO sd LY THUYET VA PH^aNG PHAP NGHIEN CLTU
Cosdly thuyet
Luat Gia (nam 2012) djnh nghia: "Hang hda, dich vu thie't ye'u la nhflng hang hoa, dich vu khdng the thie'u cho san xua't, ddi sd'ng, qud'c phdng, an ninh, bao gdm: nguyen Heu, nhien lidu, vat Ueu, dich vu cbinh phuc vu san xua't, Iflu thdng; san pham dap flng nhu eau ed ban cua con ngffdi va qudc phdng, an ninh".
Khai niem "Hang hda. dich vu thie't ye'u" nay bao ham 'ThS , Trifdng Dai hoc Thifdng mai
Ngay nhan bdi • 20/04/2020; Ngdy phdn bien: 27/04/2020; Ngdy duyet ddng • 2 7/04/2020
211
HIMH 1: TY LE K H A C H HANG MUA S A M HTDTY T,^! C A C LOAI HINH B A N LE KHAC NHAO (3 KHO VtfC NONG THON DBSH
C i i a h a n g i j p C i r j b a n g S i e u i h i i o n j S i e u I h j ' C i r a r m n c t a m I n i e r n c l . & o i li<^ itC-ll 1<J] b i ; p b j l i g L I I U ^ I LllirUD^ uup I b u j i . ' l V
Nguorr Tong hdp ket qua khao sat cua tac gia (2017)
ca hang hda va dich vu phuc vu nhu ciu thie't ye'u cho ddi sd'ng dan sinh va nhu cau san xua't, kinh doanh, an ninh, qud'c phdng.
Cach tid'p can va phan loai HTDTY cua Viet Nam va qud'c te' cd nhffng diem khac biet nha't dinh, nhffng nhin chung thd'ng nha't d khia canh chung deu nham dap ffng niiffng nhu cau ed ban va thie'l ye'u cua dai bp phan dan chung (Nguyen Thi Bich Loan, 2013).
Trong pham vi bai vie't nay, tac gia chi tap trung nghien cffu hanh vi cua ngffdi mua sam ndng thdn dd'i vdi HTDTY dap flng nhu cau sinh hoat cd ban cua ca nhan, hd gia dinh, ngoai trff xang dau, dffde (nhflng HTDTY dac thu kinh doanh ed dieu kien) va khdng di sau nghien cflu ve cae loai dich vu thie't ydu hay nhffng hang thiet ye'u phuc vu cho san xua't, kinh doanh, an ninh, qud'c phdng. Bdi vay, HTDTY cd the hieu la nhffng hang hda ra't can thid't, khdng the thie'u cho ddi sdng hang ngay nham dap flng nhu cau cd ban cua ngffdi dan khu vffc ndng thdn.
Phuang phdp nghien cffu
De nghien cflu hanh vi ngffdi mua sam HTDTY d khu vffe ndng thdn DBSH, tac gia da sfl dung dfl lidu thfl ca'p tff cae bao cdo nghidn cffu thi trffdng eua Cdng ty TNHH Nielsen Viet Nam. Ngoai ra, tac gia eung tie'n hanh dieu tra 400 phie'u khao sat ngfldi mua sam HTDTY d khu vifc ndng thdn vflng DBSH (dfldc chpn mau thuan tien trong 7 tinh: Ha Ndi, Nam Dmh, Ha Nam, Hffng Ydn, Vinh Phuc, Bae Ninh va Hai Dffdng) vaothang 12/2017.
Trong do: Tong so'phie'u phat ra 400 phieu; Sd'phid'u thu ve hdp Id de phan tich la 372 phid'u.
KET QUA NGHIEN cOU
Thff nhdt. ve viec lua chgn san phdm HTDTY, ngUdi mua sdm nong thon ngdy nay mong mudn vd sdn sdng sff dung nhffng sdn phdm mdi nhiiu han. Do qua tnnh do thj boa, dieu kien sdng dfldc cai thidn da giffp thu hep khoang each gifla ngfldi mua sam ndng thdn va ngffdi mua sam d cac thanh phd Idn. Theo nghien eu\] cua Nielsen (2014), 77% ngffdi mua sam ndng thdn mud'n dffdc dung thfl cac san pham mdi va 95% danh gia cao viec cd nhidu Ioai san pham de lifa chon. Bdn canh dd, thdi quen lrfa chpn hang hda, bao bi ddng gdi ciaa ngffdi mua sam ndng thdn eung cd nhieu khac biet so vdi ngffdi mua sam thanh thi.
Ngffdi mua sam d ndng thdn DBSH thich mua bao bi ldn mdt sd HTDTY de td'i da hda gia tri: Bdt giat (>1001 g), nffdc njfa bat (>IOOi ml), kem danh rang (>201 mi), hat nem (>501 g, ff-ong khi ngffdi mua sam dianh thi khdng thieh bao bi ldn mat hang nay). Ngffdi mua sam thanh thi thich mua bao bi ldn d^u gdi dau (>501 ml) hdn so vdi ngffdi mua sam d khu vffc ndng thdn.
Ngffdi mua sam ndng thdn eung ffu tidn cac thffdng hidu cua Viet Nam hdn la cua nffde ngoai.
Dff lidu do Iffdng ban le cua Nielsen (2017) cho tha'y, lhi phan theo gia tri cua HTDTY d khu vffc ndng thdn phan bd lan lffdt la: hang gia tha'p (12,7%), binh dan (38,2%), phd thdng (32,4%), cao ca'p (13,2%) va sieu cao ca'p (3,5%). Dac bidt, mflc tang hu'dng doanh thu HTDTY d khu vu'c ndng thdn dat 12,4% (ddng gdp 51%
vao tdng doanh thu HTDTY loan qud'c) so vdi tang trffdng d khu vffc thanb thi chi dat mflc 6,5% trong cung thdi ky. Trong dd, cac ddng san pham phd tbdng va cao ca'p la hai ngudn ddng gdp quan trong nha't cho sff tang trffdng cua HTDTY d khu vffe ndng thdn, tffdng ii'ng ldn Iffdt la 39,9% va 38,5%. Ngffdi mua sam ndng thdn ngoai viec mong dpi nhflng san pham td't, cha't Iffdng cao, hp cdn chu ddng tim mua nhflng san pham dd.
Thffhai, chgvd tgp hoa vdn Id logi hinh CO sd bdn le ehinh dugc ngUdi mua sam lua chgn khi mua hdng. Xet ve loai hinh cu the dffdc Iffa ehpn, 100% ngffdi raua sam chpn tap hda va chd de mua hang tieu dung, cd hdn 23% ngffdi mua sam mua tai cfla hang tidn Idi, lan lffdt 28,5%- va gan 35% da mua tai sieu thi tdng hdp, sidu thi chuyen doanh dia phffdng va chl 6,5% mua tai cac trung tam thffdng mai (Hinh 1). Cac Ioai hinh ban le mdi, khdng qua cfla hang, nhff: internet, dien thoai, tivi cung da xua't hidn d khu vffc ndng thdn vung DBSH, dieu nay kha phu hdp vdi xu hffdng tid'p cSn cac phffdng tien truyen thdng hidn dai. Cac cfla hang chuyen doanh HTDTY d nong thon chu yeu ban eac mat hang sffa, san pham danh cho Ire em (bim, ta va dd cham soc ca nhan..) hay van phdng pham. Cac cfla hang tien ldi, sieu thi tdng hdp/chuyen doanh hoac ban ie khdng qua cfla hang da xuat hidn d thi trffdng nong thdn du mffc do bao phfl chffa cao. Theo ke't qua khao sat cffa tac gia, chi 22% de'n hdn 34% sd ngffdi dffdc khao sat tra ldi co nhflng Ioai hinh cd sd ban le hien dai nay
S khu vffc hp sinh sd'ng. Ciang do mffc dd tap trung cua cau va dieu kien ha tang tai nong thdn nen sd Iffdng trung tam thffdng mai kha it, chi xuS't hien tai cae thi tra'n phat trien trong toan Viing.
Ve viec Iffa ehpn mua cac mat hang ciia ngffdi ndng thdn tai cac ddn vi ban le chffa CO sff thay ddi nhieu so vdi trffdc day (Bang 1). Nhdm hang tffdi sd'ng thfldng dffdc mua tai cac chd (hdn 97%). Cac HTDTY khac nhfl: thflc pham che bie'n, dd udng, san pham cham sde ca nhan va gia dinh, van phdng pham thffdng dffdc mua d cu'a hang tap hda (chid'm hdn 85%). Cung CO khoang 26% den hdn 35% ngffdi mua sam nong thdn chon sieu thi tdng hdp hay cu'a hang tien Idi dd mua HTDTY thudc nhdm hang thffc pham che' bie'n, dd ud'ng, san pham cham sdc ea nhan va gia dinh.
Trung tam thffdng mai khdng phai la Iffa chon cua nhieu ngffdi mua sam cac mat HTDTY (chi cd tfl 2,7% de'n 4,3% ngfldi mua sSm Ifla chpn), da phan tinh hud'ng mua la khi hp di de'n cac trung tam thffdng mai mua mat hang khac, kd't hdp vdi mua HTDTY. Tuy nhien, ciing bat dau cd sff thay ddi nha't dinh trong hanh vi tieu dung cua mpt nhdm ngffdi mua sam ndng thdn, da cd khoang hdn 30% ngffdi mua sam nong thdn tiep can va mua sam d cae Ioai hinh ban Ie hien dai.
Thff ba, ve khodng cdch vd diem xudt phdt khi mua hdng tieu dilng cua ngudi mua sdm d ndng thon.
Theo khao sat cua tac gia, cifa hang ban !e g^n nha't each trung binh 0,87 km so vdi ndi cff trff cua khaeh hang. Dia diem gin nha't thfldng dfldc ngfldi ndng thdn mua sam HTDTY la ciJa hang tap hda (chiem hdn 71 % Ifla chpn). Ve diem xua't phat de di mua sam: cd 90% ngfldi ndng thdn di mua sam HTDTY tff nha, 14% di mua trdn dffdng tff ndi lam vide v6 nha. Phffdng tien di lai phd bie'n cua cac hd gia dinh d ndng thdn DBSH la xe dap, xe may, nen cac phffdng tien nay cung dffdc sfl dung trong viec mua sam HTDTY cho gia dinh. Theo ke't qua khao sat cua tac gia, cd 54,8% ngffdi mua sam siJdung xe may, cd 43% di bd va 37,1%
xe dap dd di mua HTDTY. Nhff vay, dd'i vdi ngffdi mua sam HTDTY cl khu vffe nong thdn sff tien ldi va gan nha cung ia mSt trong nhflng ye'u td anh hffdng dd'n Iffa chpn dia diem mua hang.
Thff tu, ngudi mua sam ndng thon bi anh hudng nhieu hon bdi cdc nhdm tham khdo so vdi ngUdi mua sam thdnh thi.
B A N G 1: TY LE L^A C H Q N LOAI HINH B A M LE TRONG MQA S A M HTDTY C U A K H A C H H A N G N O N G T H O N D B S H
Dan vi: •
HTDTY
1 ThUCDham lifdi soiiE 2. Thu'c nham che bien 3 Do uone
4. SSn Dham cham soc ca nhan vk eia dinh 5. HTDTY khac
Loai hinh han le Cftfl'
97.3 21.0 17.2 13.4 18,8
Tgp 81 cjnq 89 9 RSS 87.6
Sieu thf/
11.S
^6.9 31.2 35.5 15.6
Tnmg tSm 1.1 3.8 3.8 4.3 2,7 NguofT To'ng ho'p ket qua khao sat cua tac gia (2017)
Bang chffng la 74% ehu y de'n suy nghT cua ngffdi khac, chi cd 46% dam khac biet, 81% coi trpng y kie'n va ldi gidi thieu cua ngffdi khac trong khi d thanh thi chi la 46%, 70% bi anh hffdng bdi y kie'n cua ngffdi kbac khi quyet dmh mua sam (Nielsen, 2014). Dan cff ndng thdn tin tffdng va sSn sang mua san pham dffdc ngffdi ban hang tfl va'n hdn. 90% nha ban le dffa ra ldi khuydn va cd 31 % ngffdi mua sam HTDTY d ndng thdn da mua s^n phara theo eac Idi khuyen do. Ba kenh thdng tin quan trong vdl ngffdi ndng thdn mien Bae gdm: 1. Ldi khuySn tff ban be; gia dinh, ngffdi than; 2. Quang cao tren tivi;
3. Ldi khuyen cua ngffdi ban (Nielsen, 2017). Vdi ngffdi mua sam ndng thdn, nguon tin dang tin tffdng nha't la truyen mieng (69% ngffdi mua sSra danh gia cao ngudn thdng tin nay va ra quyet dinh mua hang dfla vao dd).
Thff ndm, cdc chuang trinh khuyen mgi co tde dong ldn di'n hdnh vi mua sam cua ngUdi ndng thon. Chfldng trinh rut tham trung thfldng va thfl man mien phi la hai chffdng trinh khuydn mai thu hut difde sff chu y nhidu nha't cua ngffdi mua sam HTDTY ndng thdn vdi ty Ie Ian lffdt la 56% va 53% (Hinh 2). 6 ndng thdn, viec tang kdm san pham dung thfl mien phi rat dfldc fla thich, nhieu ngfldi mua sam tra ldi se mua ma hang cd hang tang kem ne'u cd nhieu thfldng hidu eung mdt mat hang. Hdn 1/3 sd' ngfldi mua sam dffdc khao sat thich dffdc hoan tidn ne'u san pham khdng thich hdp hoac dffdc dilng thfl san pham tai chd, nhffng chi cd 11%
ngffdi mua sam thich cae trd ehdi cd thffdng. Nhff vay, ed the tha'y rang, nhflng ehffdng irinh ed gia tri thflc td', nhfl: thfl mSu midn phi, rut tham triing thfldng... phu hdp vdi tam ly ngfldi mua sam khu vffc ndng thdn hdn.
Cac trd chdi tffdng tac dffdng nhff khdng thu hut dffdc nhdm khach hang nay.
Thff sdu, ngUdi mua sdm hdng tieu dung d khu vUc nong thon hudng tdi cdc logi hinh bdn le Men dgi trong tuang lai. Sieu thi tdng hdp dffpc danh gia eao hdn so vdi nhffng Ioai hinh ban le HTDTY khac nen cd tdi 75,8% ngffdi mua sam HTDTY dffdc khao sat mong mudn se cd them loai hinh nay trong thdi gian tdi d khu vffc minh sinh sd'ng (Hinh 2). Cd 56,4% dan eff ndng thdn mong mud'n cd cu'a hang tien ldi tai dia ban hp sinh sd'ng. Theo nhan thflc cua dan cff ndng thdn, md hinh cu'a hang tien ldi chinh la mot loai sieu thi long hdp mini, gan khu vffe sinh sd'ng, cd mffe gia canh tranh.
Danh gia cao va hai long vd trung tara thffdng mai, kha nhieu y kie'n cua ngffdi dfldc khao sat cho rang
213
HINH 2: CAC LOAi HINH BAN LE TRONG TtfCfNG LAI THEO MONG MUON CUA NGtiCil MUA S A M NONG THON DBSH
iio (20171 hp mong mud'n cd trung tam thffdng mai tren dia ban hp sinh sd'ng va san sang di xa hdn ne'u cd nhu eau dd'n trung tam thffdng mai, vfla la dd mua sam, vfla la de vui chdi. giai tri. Ngoai ra, cd tren 30% dan cff mud'n mua mdt so' HTDTY (nhff sffa, san pham danh cho tre em...) d nhffng cd sd ban le ehuyen doanh va gan 30% mong mud'n mua HTDTY. ma khdng phai qua cffa hang trffc tie'p. Phan ldn nhffng ngffdi mong mud'n sfl dung phffPng thflc nay la dd'i tffdng khach hang tre hoae/va edng tac trong eac ddn vi hanb chinh nha nffde d khu vffc ndng thdn, Dieu nay cung the hien sff chuyen bie'n trong hanh vi eua ngffdi mua sam ndng thdn vung DBSH.
KET LUAN VA MOT SO KHUYEN NGHj Dffa tren nhffng phan tich hanh vi ngffdi mua sam HTDTY d kbu vifc ndng thdn DBSH, tac gia dffa ra mpt sd' ke't Iuan va dd xua't mdt so' khuye'n nghi ddi vdi cae doanh nghiep ban le HTDTY d khu vu'c ndng thdn DBSH nhff sau:
Vi sdn phdm hdng hoa: Ngffdi mua sam ndng thdn san long thfl trai nghiem nhflng san pham mdi. Day la dieu kien thuan ldi cho cae doanh nghiep khi xam nhap thi trffdng ndng thdn hay tung cae san pham mdi ra thi trffdng.
Vl vay, doanh nghiep eung can thiet ke' phd mat hang, bao bi ddng gdi cd sff thay ddi so vdi khu vife thanh thi de phu hdp vdi nhu eau eua ngffdi mua sam ndng thdn. Mpt so mat hang dffdc eoi la pho bien d khu vffc thanh thi, nhff: sffa tam, dffdng da..., nhimg cd the van la cao ca'p d khu vffc ndng thdn, thi khd'i lifdng ddng gdi eung can Iffu y tdi thdi quen tieu dung eua ngffdi ndng thdn. Phd mat hang etn rong dd dap flng nhu cau da dang eua ngffdi mua sara ndng thdn, tuy nhien khdng
nen qua sau, gay khd khan cho ngffdi mua sam ndng thdn khi Iffa chpn.
Ve gid bdn: Ngffdi mua sam ndng thdn khdng chi chpn nhffng san ph£m gia tha'p, Vmh dan nhff nhffng nham tffdng phd bien trffdc day. ma td'c dd tang trffdng cua cac ddng san pham phd thdng va cao ca'p d khu vffe ndng thdn cung kha ldn. Vi vay, doanh nghidp cd the da dang them nhffng san pham cao ca'p hdn dd phuc vu nhu eau ngay cang cao cua ngffdi mua sam ndng thdn.
Ve logi hinh bdn le: Doanh nghiep ban le ed the Iffa chpn loai hinh ban le hien dai, nhff: sieu thi mini, sieu thi tdng hdp quy md vffa va nhd md rpng de'n dia ban xa, cac trung tam thffdng mai quy md vffa va nhd de'n dia ban hung tam huyen. Cac loai hinh nay cd ldi the ve cd sd vat cha't, cha't Iffdng hang hda dam bao so vdi cac loai hinh ban Ie truyen thd'ng dang phd bien d ndng thdn. nhff: chp, cfla hang tap hda ddn le... Cae loai hinh nay can bd'tri gan nha va thuan tidn de ngffdi mua sam dd dang tie'p can khi mua hang.
Vdi sff phat tridn cua internet, ty Ie ngffdi sfl dung dien thoai thdng rainh va thdi Iffdng xem ti vi Idn 6 khu vu'c ndng thdn, cae doanh nghidp ban Ie cd the xera xet trien khai he thdng ban le da kenh, ke't hdp giffa ban le qua cfla hang va ban le khdng qua cffa hang, nhff: thffdng mai dien tfl, ti vi, dien thoai.
Vexuc tii'n ihUOng mgi: ngffdi raua sam ndng thdn danh gia cao thdng tin truyen mieng tff ngffdi than, ban be. B6i vay, doanh nghiep can day manh xay dffng hinh anh trong cpng ddng, nhff: tai trd cho cac hoat ddng van hda, the thao, khuyen hoc cua dia phffdng, tap hua'n ky thuat eho ndng dan... Cac chffdng hinh khuye'n mai dffdc ngffdi mua sSm ndng thdn danh gia cao la eac chffdng trinh tining thfldng, tang kem san pham. Ngoai ra, hp dd bi tac dpng bdi ngffdi ban hang. Do dd, doanh nghipp ban le cdn coi trong dung mflc vai trd eua ban hang ea nhan.Cl
_ TALLIEU THAM KHAO
1. Qud'c hdi (2012). Ludt Gid so 11/2012/QH13, ngay 20/06/2012
2. Nguyin Thi Bich Loan (2013). Nghien cffu xdy difng chudi cung ffng irang hoa tieu duns thii't yi'u, De tai nghien cu'u khoa hpc cap Bd 39.13.RD/HD-KHCN, Bo Cdng ThrfPno
3. Nielsen (2014). Gidi md ngUdi tieu dUng nong thon Viet Nam, Bao cao nglflen cflu 4. Nielsen (2015). Thoi quen sff dung diin thoai thdng mmh, Bao cao nghien effu 5. Nielsen (2017). Khdm phd 4 sU that cdn biet vi khu vuc nong thon. truy cap tfl httpV/
nielsen.com/vn/vi/insights/20l7/nielsen-rural-mythbusters-2017.hlml * www.
