NHAN TO ANH HlTCfNG DEN QUYET DINH TIEU DUNG NHAN H A N G RIENG TAI
SIEU THI CO.OP MART TUY HOA, TINH PHIJ YEN
• HUYNH VAN THAI - HOANG THj CAM TU - PHAM THI VAN
TOM TAT:
Nhan hang rieng (NHR) da tao cho cac nha ban le Idi the' canh tranh, lao sff khlc bidt hda so vdi cac nha san xua't hoac ede nh^ bdn le khac, Imh boat hdn trong vide thie't lap gid va chinh sdch truyin thdng quang cao. Dac bidt la gia tang ldi nhuSn trong ph3n khue khdch hang nhay dm v6i gia (Quelch va Harding, 1996). De tim hieu md'i quan he giffa cac nhan to' anh hffdng ldi quye't dinh lieu diing nhan hang ridng cua khdch hang tai sidu tbi Co.op mart Tuy Hda, tinh Phu Yen, nghidn cffu nay sff dung phi/ong phap thdng ke md ta, kiem dinh Cronbach'.s Alpha, phSn tich nhSn to kham pha (EFA), phan tich md hlnh hoi quy. Tren cO sd tong hdp ly thuye't va thffc hidn nghidn cffu dmh lu'dng, ke't qua nghidn ciJu cho thay eo 5 nhan to' anh hffdng de'n quyet dinh tieu dung nhan hang rieng. Tff dd, dffa ra mot sd' ham y chinh saeh eho nha qudn tri sidu thi nham nSng cao hoat dong kinh doanh dd'i vdi cac san pham nhan hang rieng.
Tijf khoa: Nhan hang rieng, sieu thi, quye't dinh lieu dung.
l.D§tva'ndl
Theo nghidn cffu eua PwC thi irffdng ban le {lapehicongthuong.vn) la mdt trong nhffng thi trffdng hang tieu dung tang trffdng nhanh nha't trong cac nen kinh te' mdi noi cua chau A - Thai Binh DffOng vdi tang trffdng ,se duy tri mffc hai eon sd'tff nay de'n nam 2022. Vdi sff tang trffdng manh me cua thi trffdng ban le ciing vdi sff thay doi thoi quen mua sam cua ngffdi lieu dCing da chffng minh dffde liem nang ciia thi tru'dng ban le hien dai se edn vffdn xa hdn nffa so vdi ehd truyen thd'ng. Theo quy hoach cua Bd Cdng Thffdng, tff nay tdi nam 2020, ea nffdc cd khoang 1.200 - 1.300 sidu ihi, tang gan 650 diem so vdi nam 2011. So' trung tam thu'dng mai va trung tam mua sam eiing lang Ian lu:dl len 180 va 157 diem (eonglhuong.vn). Dieu nay da eho tha'y mpt vidn eanh canh tranh vd ciing khd'c liet giffa cac nha kinh doanh sieu thj.
De ton tai trong thi frffdng canh tranh khdc lidt nay. eae nha quan ly sieu thi thu'dng xuydn id' chffc
boat ddng khuye'n mai de thu hut khach hang. Dac biet la viec gidi thidu nhan hang rieng (NHR) den khach hang nham day manh doanh thu. NHR la diffdng hieu "thude doe quyin mdt sieu thi nao do ma sidu thi nay sd hffu, ban va phat tridn nhan hieu nay va canh tranh vdi nhieu san pham cung loai veil nhan hieu nha san xua't" (Semeijm va cong sif.
2004). Nd xua'l hien dau lien d cac sidu thi tai Hoa Ky vao nhffng nam 1960 d dang bao bi rat ddn gian, chi cd mau trang va man den. Dae diem cua NHR lue dd dffde md la nhff gia va cha't Iffdng dffdc dinh vi tha'p hdn nhan bang cua nha san xuat va khdng nhSn dffdc hd trd ve quang eao (Burek,1979). Tai Viel Nam, NHR thffc sff bat dau dffde phat trid'n Itt nam 2006 bdi he ihd'ng sieu thi BigC vdi nhan hi^u
"Wow! Gia ha'p din" va vao nam 2007 bdi he thong Saigon Coop vdi nhan hieu "SGC". Hidn nay, co nhieu he thd'ng sieu ihi trong va ngoai nffdc deu co san pham NHR cua mlnh. Tff nam 2012, Saigon Coop da day manh phat trien nhan hang riSng
354 So 11 -Thang 6/2019
KINH DOANH
Co.opmart thude nhieu ehung loai tff thirc pham de'n hoa my pham hay hang may mac, gia dung. De'n nay, nhan hang rieng cua Co.opmart da sd hiJu hdn 300 mat hang va hdn 1500 ma hang. Cd the thay, NHR CO lich sff lau d^i va phdt tnln manh me tai cac nu'dc.
Tuy nhidn, khai mdm ve NHR mdt ph^n nao do con mdi me dd'i vdi ngffdi dan Viet Nam, dae biet ngffdi deudiingtaithanhphd'Tuy Hda, tinh Phii Yen. Van d^ dat ra la lam the' nao thu hut ngffdi tidu dung Iffa chon nhan hang ridng cua sidu thi, nhffng yeu td' nao anh hffdng de'n quyd't dinh Iffa chon nhan hang ndng tai sidu thi cua ngffdi tieu dung. Vdi y nghia dd, bai Viet thffc hidn van de nghien eu\i tren la ra't can thie't.
Ke'l qua nghien effu la ed sd dd' cac nha quan ly sidu Ihi xiy dffng chid'n lu'dc phdt trien thffdng hidu nhan hang ridng n*ong dai ban nham thu hut khach hang va tao du'dc Idi the eanh tranh, cd dffdc long trung thanh khach hang trong bd'i canh thi tru'dng ludn thay doi nhff Men nay.
2. Cd sd Iy thuyet va md hinh nghidn cu^
ILCdsdly thuye't
* Chat lugng cdm nhgn: Theo Hoch va Banerji (1993), Ailawadi va edng sff (2001), khi ndi de'n nhan hang ridng, cbS't lu'dng du'dc cho la quan trong hdn gia ca. Nhan hang ridng thu'dng dffdc xem la san phim cha't Iffdng tha'p do chffa dat chuan qud'c te' nhff cac thu'dng hidu nha san xuS^t. Cac nghidn cffu cung chi ra rang chat IiTdng cam nhan tdc dong mdt cdch CO y nghia dd'n y dinh mua eua ngffdi tieu dung. Ne'u chat Iffdng cam nhSn cang cao se cung ci'p cho khdch hang mdt ly do de mua thffdng hidu, dac biet trong trifdng hdp khdch hang khdng ed dieu kien phan tich rapt each chi tid't vl san phim (Nguydn Dinh Tho va Nguydn Thi Mai Trang, 2002).
* Gid cd: Walker (2006), cae thffdng hieu nhan hang ndng thffdng re hdn cdc nhan hidu cua nha san xua't Do dd, chung ed the dtTde coi la san pham thay the eho eac nhan hieu nha san xuat. Batra va Sinha (2000) cung cho rang gia ca ed anh hffdng trffc tid'p de'n thai do va y dinh mua san pham nhan hang ridng cua ngffdi tidu dung. Chinh vi v^y, phan Idn ngffdi tieu diuig se ra quye't dinh qua tham khao san pham CO gid tha'p (Boutsouki va edng sff, 2008). Ngoai ra, viee tiet kidm tiln khi mua sam se giup tao eho khach hang mgt cam xue mua sam tieh cffe, lam tang Ihem sff nhan thffc ve gia tri eua ho.
*B(7o ^f." Ampuero & Vila (2006) bao hi la yd'u to' then chd't va ngu'di tidu diing thffdng danh gia san pham tff cae chi tid't du'dc ghi trdn bao bi. Ngoai ra, ngu'di lieu diing eiing thffdng bi kich thieh bdi nhffng
san pham ed bao bi bat mat, sang trong, mau ma da dang So vdi san pham eac thffdng hieu nha san xual, san pham nhan hang rieng dffdc ddng gdi mpt each ngheo nan, thie'u nhan dien thffdng hieu va khdng dffdc quang cao rdng rai. Tuy nhien, ngay nay cae nha ban le da nhan ra dieu dd va da dan dan dau tff eai thien bao bi eho nhan hang rieng minh de bao bi nhan hang rieng khdng ehi la cdng cu de bao vd san phim m^ cdn de quang ba hlnh anh san pham, thu'dng hidu cua tS chffc.
* Truyin thong qudng cdo: Truydn thdng quang cao la mot phan khdng the thieu trong nhiSig no Iffe tie'p thi cua mpt doanh nghiep. Nd ed the dffde md ta nhff la ta't ea eae thdng diep va phffdng tidn iruyin thdng ma doanh nghiep cd the tri^n khai d^ tid'p can tdi thl tru'dng cua minh. Mac dti vay, theo Kim va Parker (1999) cho rang khd cd the do Iffdng sff thanh cdng cua vide quang cdo san pham nhan hang ndng va mdt quang cdo thanh cdng thifdng di hen vdi hiiih dnh lot (Steinberg & Jules, 2001).
* Hinh dnh sieu thi: CoUin-Dodd va Lmdley (2003) eho rang nhan hang rieng la yeu to' quan trpng danh gia hinh anh sieu thi, dieu nay cho thay sif khac bidt vl hinh anh cua cdc sidu thi khdc nhau ffong tam tri ngffdi lieu dung. Hlnh anh sieu thi dffde hinh thanh qua trdi nghidm mua sam cua khdch hdng hoac thdng tin tff nha bdn le thdng qua cae ngudn nhff tin tffe hoae truyen mieng. Ailawadi va Keller (2004) xem hlnh anh sidu thi la khdi mdm da hffdng, gdm ed: chat lufdng hang hda, mdi trffdng effa hang, uy tin eua nha banle, tien ldi, mffc gia va su'da dang ve chffng Ioai.
Do dd, khdch hang thffdng phan dodn chat Iffdng eua nhan hang rieng thdng qua hinh anh cua sidu thi.
Dieu nay cd the ly gidi la khach hang sff dung hlnh anh sidu thi nhff la mdt tin hieu ben ngoai de phan dodn nhan hang rieng eung cap bdi sidu thi nay.
2.2. Mo hinh nghien cdu
XuS't phat tff nen tang cd sd ly thuye't va tdng quan tai lieu nghien ctiti, nhdm tac gia dl xua't md hinh nghien effu nhff sau:
So 11 -Thang 6/2019 355
Cac gia thuyet nghidn effu:
Hj: Cd md'i quan he thuan chieu giffa Chat Iffdng cam nhan va Quye't djnh tidu dung nhan hang ridng.
H,: Co md'i quan he thuan chieu giffa Gia ca va Quyd't dinh tidu dffng nhan hang ridng.
H3: Cd md'i quan he thuan chilu giffa Bao bi va va Quyd'l dmh tieu diing nhan hang ridng.
H4: Cd md'i quan he thuan chieu giffa Truyen thdng quang edo va va Quyd'l dmh tidu dung nhan hang ridng.
H5: Co mdi quan he thuan ehieu giffa Hinh anh sieu thl va va Quye't dinh tidu dung nhan hang rieng.
3. Motadiflieu
* Mdu dieu tra: Thu t h a p phid'u dieu tra dd'i vdi khdch h a n g ed di mua s a m lai sieu thi va bie't n h a n h a n g n d n g lai sidu thi vdi phffdng phdp lay m a u thuan tien (phi x a e sua't). K h a o sal trifc lie'p vdi so' phie'u h d p Id la 360 phid'u.
* Thang do: C d c thang do dffdc sff d u n g trong nghidn cffu n a y du'dc long h d p Iff e a e Ihang do Iffdng m a nhieu tae gia trong v a ngoai nifdc su"
dung: Ailawadi va cdng sff (2001), L d Thi A D d n g va c d n g sff (2016), H u y n h Nhfft Phffdng va cdng sff (2018), N g u y e n Dinh T h o va Nguydn Thi M a i T r a n g (2002), W a l k e r (2006), A m p u e r o va Vila (2006), Steinberg va Jules (2001), Collin-Dodd va Lindley (2003),... Tuy vay, cdc thang d o nay e u n g da dffde dieu ehinh thdng qua nghien cffu dinh linh n h a m tim ra ede thang d o phii h d p cho ITnh vffc nghidn cffu eua bai vid't v a sff dung thang d o Likert (5 d i e m ) .
* Ddnh gid thang do: Dffde d a n h gia thdng q u a hd so'tin e a y C r o n b a c h ' s Alpha, phan tich nhan id' khdm phd (EFA).
* Kiem dinh mo hinh nghien cdu: Sff dung phu'dng p h d p hdi quy. ( B a n g I ) .
4. Ke't q u a n g h i e n cihi
* Kiem djnh thang do bang Cronbach 'sAnpha Kd't qua k i e m dinh C r o n b a c h ' s Anpha cho thay, ta't ca cdc n h a n to' d e u ldn hdn 0.6 (>0.6) v& c6 h6 so' Iffdng quan bie'n tong d e u ldn hdn 0.3 (>0.3).
N e n la'l ca c a e nhan to' d a m bao tinh nhat quan n$i tai va phu hdp dffa v a o phan tieh nhan to'khdm phi ( B a n g 2).
Bang 2. He so Cronbach's Anpha
Thang do
Chat lUdng c a m nh§n (CLCN) Gia ca (GC)
B a o b i ( B B )
Truyen thong q u a n g c a o (TTQC) Hlnh anh sieu thi (HAST) Quyet d m h tieu dOng nhan hang rieng (QD)
Bien quan sat 5 4 5 4 4 4
Cronbacti's Anptia
0 769 0,821 0 714 0,776 0.797 0.63!
Nguon: Ki't qud diSu tra nghien ciiu
* Phdn tich nhdn tdkhdm phd EFA C d c nhan to' du'dc danh gid bdng phu'dng phdp EFA, m u e dieh ciia E F A la lam cho cac ye'u id'dam b a o tinh d o n g nha't. Phffdng phdp trich Principal C o m p o n e n t Analysis vdi p h e p quay Varimax vS diem dffng khi trich cdc ye'u to' co Eigenvalue > 1, h e so'tai n h a n to > 0.5 (Hair va cdng sff, 2010) difdc sffdung. Kd't q u a phSn tich cdc nhan to'vdi 22 bien quan sat c h o tha'y h e so' K M O and Bartlett's Test dat 0.777 > 0.5. vdi mffc y nghia Sig. = 0.000 <
Bang 1. Mo ta m a u dieu tra Gidi tinh D$tuoi
SET lffdng SolUdng
55
2 4 , 0 0 %
Solffpng 22,22%
27,78%
T d 3 6 den 4 0 14.00%
12,50%
"long s o
Ngudn: Ke't qud dieu tra nghien citii
3 5 6 So 11 -Thdng 6/2019
KINH DOANH
0.05, he sd'tai nhan td'cua eae bid'n quan sal deu dat yeu cau. Tai mffc trich eigenvalue > 1 cd 5 ye'u to' dffdc trich vdi phffdng sai trich la 58.163%, khdng CO hidn tffdng Cross loading. Kd't qua phan tieh EFA dd'i vdi nhan to' Quye't dinh tidu diing nhan hang rieng gom 4 bid'n quan sdt dffdc rut thanh 1 ye'u Id', he sd KMO and Bartiett's Test dat 0.68 >
0.5, vdi mffc y nghia Sig. = 0.000 < 0.05, he so lai nhan id' cua ede bie'n quan sat deu dai yeu eau. Qua phan tich EFA eung cho tha'y md hinh nghien effu khdng thay doi, bao gom 5 bid'n ddc lap va 1 bid'n phu thupc va du'dc sff dung cho phan tich hdi quy tuyd'n tinh bdi.
*Phdn tich mo hinh hot quy
Ke't qua phan tich md hinh hoi quy cho tha'y he so' R = 0.728 va R- = 0.53, nghia la cac yd'u to' CLCN, GC, BB, TTQC, HAST giai thieh dffde 53%
quye't dinh tieu diing nhan bang ridng cua khdch hang. Nhff vay, 1 - R- = 0.47 dffdc giai thich bdi nhffng nhdn to' khdng dffdc dffa vao trong md hinh va day eijng dffdc xem la mdt irong nhffng ban chd' cua bai nghien cffu. (Bang 3).
Bdng 3. Ke't qud phan tich hoi quy
R
728=
R Square
.530 Adjusted R S q u a r e
.523
SW. Error of the Estimate
26317 Duriiin -Watson
1.990 Nguon - Ket qud diiu tra nghien cifu Kiem dinh do phii hap cua mo hinh Kd'l qua phan lieh phffdng sai ANOVA cho tha'y tn thd'ng kd' F = 79.702 va sig. = .000 < 0.05, dieu nay ed nghia la md hinh hoi quy tuye'n tinh phti hdp vdi tap dff lidu hay 5 nhan to' ed quan hd tuyd'n tinh
vdi bidn phu thude la quyel dinh lieu dung nhan hang ridng eua khdch hang. Vi vay, md hinh nghien cffu cd the sff dung dffdc va diing lam tai lieu tham khao cho eae nghien effu tie'p theo. (Bang 4).
Bdng 4. Ket qud phan tich phuong sai
Model
Regression Residual
Total
S u m of _ ,
« Df Squares
M e a n _ , _.
F Sig.
Square | "
27 601 5 1 5.520 7 9 . 7 0 2 ' 000^
24.518 354 52 119 359
.069 1
'
Nguon- Ke't tjiid diiu tra nghiin tdu
Gidi thich phuong trinh
Ket qua CoUinearity Statistics chuan doan hidn tifdng da cdng myd'n vdi hd sd'phdng dai phifdng sai VIP (Variance Inflation Factor) eua ede bie'n ddc lap trong md hinh deu rat nhd, cd gia tri tff 1.026 dd'n 1.186, the hidn linh da cdng tuyd'n cua cdc bid'n doe lap la khdng ddng ke va edc bie'n ddc lap trong md hinh du'dc cha'p nhdn (Khi gid tri VIP > 10 la da'u hieu cua hidn tffdng da edng myd'n).
Sau khi phan tieh hoi quy tuye'n tinh, kd't qua cho tha'y md'i quan hd giffa sir hai long eua du khdch va eae ye'u to'dffde the hien trong phffdng trinh sau:
QD= 1 220-I-0.143GC + 0.211CLCN + 0.125HAST + 0.097TTQC + 0.138BB Kiem dinh gid thuye't
Thdng qua kd't qua phan lieh cho tha'y ed 5 nhan Id' cd anh hffdng de'n quye't dinh lidu dimg nhan hang ridng cua khdch hang. Vdi eac nhan id' cd anh hu'dng Iff ldn de'n nho cu the nhff sau:
Bang 5. Ket qua phan tich hoi quy
(Constant) CLCN
GC BB TTQC HAST
Unstandardized Coetlicjents B
1.220 .211 .143 .138 097 .125
Std. Error 138 .025 .017 .027 020 .019
Standardized Coefficients Beta
.316 341 .193 .193 .249
t
8.836 8.373 8 584 5 1 2 7 4 931 6 7 5 6
Sig.
.000 .000 .000 .000 .000 .000
Cojtinearity Statistics Toierance V i F
.931 843 936 868 .975
1.074 1.186 1.068 1 1 5 3 1 0 2 6 Ngudn - Ket qud dieu tra nghiin cdu
S o n -Thang 6/2019 357
Chat Iffdng cam nhan vdi he so' p, = 0.211, p = 0.000, gia thuye't Hi dffde cha'p nhan.
Gid ea vdi hd so' p, = 0.143, p = 0.000, gia thuye't H, dffde chap nhan.
Bao bi vdi he so' P3 = 0.138, p = 0.000, gia thuye't H,dffde chap nhan.
' Hinh anh sieu thi vdi he s6' p^ = 0.125, p = 0.000, gia thuye't H5 dffde chap nhan.
Truyen thdng quang cao vdi he so' P4 = 0.097, p = 0.000, gia thuyd't H4 diTdc chap nhan.
5. Kd't luan va ham y chi'nh sach 5.L Chat tddng cdm nhgn vdgidcd Ke't qua nghien effu eho thay chat Iifdng cam nhan va gid ca cd md'i quan hd tich effe vdi quye't dinh ndu dung NHR eua khach hang va cha't Iffdng cam nhan cd mffe do tdc ddng eao nhCt trong 5 nhan td' ed anh hu'dng (pi = 0.211, p = 0.000). Theo Richardson va epngsff(1996), dd'i vdi nhffng khach hang earn nhdn ve ehd't lu'dng cua NHR cang cao thi se cd y dinh lidu diing NHR va ngffdc lai se khdng cd y dinh tieu dung NHR dd'i vdi nhdm khach hang cam nhan ve chat lu'dng cua NHR tha'p.
Cd nghia la nd'u khaeh hang cam tha'y cha't Iffdng NHR ma ho nhan difdc khi tidu dimg xffng ddng vdi sd' tien hp bd ra thi ho se cd y dinh deu diJng NHR hay ngu'dc lai. Khi khach hang cam nhan gia ca cua NHR phu hdp thi ho se ed y dinh va quyd'l dmh sff dung NHR. Gia ea eua san pham la mdt ye'u td' quan trong tdc ddng nhieu nha't dd'n quyd'l dinh mua sdm cua khdch hang. Nd'u san pham dd cho hp cam giac rang gid ea cua san pham re hdn san pham khde ma gid trj hp nhan dffde van khdng doi thi ho se ed y dinh tid'p luc mua hoac mua sff dung thff san pham dd trong lu'dng lai vi van dam bao du'dc cdc lien ich cho cupc sd'ng bdng ngay ma lai tie't kiem dffdc ehi tidu eho gia dinh. Vi vay.
- Sidu thi can dinh gia san pham nhan hang ndng hdp Iy.
- Md rpng ddng san pham nhan hang rieng va gidi ihieu tieh cffc nhan hang ridng cua sidu thi de'n ngffdi mua sam tai sidu thi.
- Quan tam nhieu dd'n chat Iffdng san pham, khi thud cdc ddn vi gia cdng phai ebon cdc ddn vi ed uy tin, dam bao dat tieu ehuan vd sinh an toan thffe pham. Ngoai ra, nha quan ly nen kiem soat nghiem qui trinh san xua't tff khdu nguydn lidu, chd' bid'n de'n ihanh pham va dffa vao kinh doanh.
- Ngan chan edc san pha'm hff hdng dd'n tay ngffdi tieu dung bdng each kiem tra thffdng xuydn hoac dinh ky cha't Iffdng sdn pham khi da dffa vao
kinh doanh, loai bd nhffng sanphambi hff hong hay hd't han sff dung.
- Sidu thi can phai thffe hidn ede chinh sSch chidu thi, khuye'n mai de ngffdi ndu diing an tam rdng hp nhan dffdc san pham gia tri xffng dang dong tien bd ra ma cha't Iffdng san ph^m vln duWc ddm bao.
5.2. Bao bi vd trayen thong qudng cdo Kd't qua nghien cffu cho tha'y bao bi va trayen thdng quang cdo cd sff ton tai md'i quan hd v6i quye't dinh tieu diing NHR cua khach hang(P2 = 0.143, p = 0.000, p4 = 0.097, p = 0.000). Nhif chung ta bid't, kha nang chii y cua eon ngffcfi la gidi ban. Do vay, khi quan sal ehung ta thu'dng chi chti y de'n nhffng gi noi bat, khdc biet. Do vay, khi hang hda dffdc bay bdn hang loat, nhffng san pham cd thid't kd* bao bi ddc ddo, a'n tffdng se thu hlit du'dc sff chpn lffa ciia khaeh hang va tiif do lang ed hpi ban hang. Bao bi sdn pham la ldi gidi thieu trffc quan va hidu qua nha't v^ chd't Iffdng vi uy tin san pham. Theo Bolen (1984), khi qu3ng eao tap trung vao thi giac eua ngffdi tidu diing, ehie'n Iffdc bao bi ddng gdi cung ca'p Idi the tiem an tff cae hinh anh, chu yd'u tang cffdng kha nang lid'p can thdng tin tff bao bi. Thdng lin ne'p xuc bdng thi gidc thffdng thu hut sff ehu y nhieu hdn va difdc chu y trifdc npi dung quang cdo bdng ldi. Vi vay, nha quan tri sieu thi nen kd't hdp doi mdi bao bi nhan hang ridng va ddu tff cho boat dpng quang eao vdi muc dich lam cho nhieu ngffdi lieu diing bid't de'n nhan hang rieng va cam nhan td't hdn ve nhan hang ridng cu th^ nhff sau:
- Dau tff cai thidn thid't kd' bao bi nhan hhg rieng bat mat, dep de lao a'n tffdng san pham va la nen lang tao ra thffdng hieu, iam eho ngffcfi lieu dung ed mdt cdi nhin that mdi, thdt a'n tifdng ve nhan hang rieng.
- Sif thdng minh trong mua sam eua khdch hang can dtfdc nha'n manh trong cdc thdng diep khi quang bd nhan hang ridng vi khdch hang da mua dffde mdn hang gid tri va dang dong tien bd ra.
- Thffe hidn cae chffdng hinh quang eao trung thu'c, ha'p ddn, khdng hff ea'u, phdng dai cac cdng dung cua san pha'm khi quang cdo cho ngffdi lieu dung
- To ehffe edc ehffdng trinh khuyd'n mai, giam gid, lfu dai ddc biet vao cdc dip Id, te't, tac ddng vao tam ly mua hang ehung eua ngifdi lieu dung la iWch mua hang giam gid nham kich cau hang hoa, thu but dffdc sff quan tdm eua ngffdi lidu diing, dem lai
358 So 11 -Thdng 6/2019
KINH DOANH
Idi ieh cho ca ngffdi tieu diing eung nhff ngffdi ban se ihu biit mdt Iffdng Idn ngffdi tieu dung dd'n mua san pham. sdm vd tang doanh thu cho sieu thi. Vdi ke't qua nay 5.3. Hinh dnh sieu thi ham y eho nha quan tri sidu thi nen ehu y dd'n viec Nghien cffu eung da ehi racdsffton tai mdi quan thid't kd'va xay difng mdi trffdng ben trong sieu thi he giffa hinh anh sieu thi va quye't dinh tidu diing phai thdng thodng va mat me, hang hda trong sieu NHR cua khaeh hang (Pj = 0.125, p = 0.000). Xay thi phai da dang va nhieu chung Ioai du'dc trffng bdy difng hinh anh sidu thi td't trong tdm tri khaeh hang sao cho bat mat •
TAI LIEU THAM KHAO:
/. Ailawadi. K. L vd cdng sU (2001), "Pursuing the value-conscious consumer: Store brands versus national brand promotions", Journal of Marketing, 65(January), 71-89.
2. Ailawadi, K. L., vd Keller, K (2004), "Understanding retail branding: conceptual Insights and research priorities", Journal of Retailing. 80(4), 331-342
3. Ampuero, 0. vd Vila, N. (2006), "Consumer perceptions of product packaging", Journal of consumer marketing, 23(2). 100-112.
4. Baira, R., vd Sinha, I. (2000), "Consumer-level factors moderating the success of private label Brands", Journal of retailing, 76(2), 175-191.
5. Bdo Cong ThuOng, "Thuang gia ngogi mudn lien kit vdi nhd bdn le ndi dia", tren website:
hltps://congthuong.vn/thuong-gia-ngoai-muon-lien-kel-voi-nha-ban-le-noi-dia-60SS.html
6. Beneke, J. (2010), "Consumer perceptions of private label brands within the retail grocery sector of South Africa", African Journal of Business Management, 4(2), 203.
7. Boutsouki, C. vd cdng sU (2008), "Consumer behaviour towards own label, monitoring the Greek experience".
Agricultural Economics Review, 9(1), 81.
8. Bolen, W. H. (1984), Advertising. 2nd ed.. John Wiley and Sons, Inc., New York 9. Burck. C. G (1979), Plain labels challenge the supermarket establishment. Fortune, 99(6), 70.
10. Collins-Dodd, C. vd Lindley, T. (2003), "Store brands and retail differentiation: the influence of store image and store brand attitude on store own brand perceptions". Journal of Retailing and Consumer Services, 10(6), 345-352.
11. Fall Diallo, M vd cdng sU (2013). "Factors influencing consumer behaviour towards store brands. Evidence from the French market", International Journal of Retail & Distribution Management, 41(6), 422-441.
12. Hair vd cdng sU (2010, Multivariate data analysis, Pearson prentice hall.
13 Hoch, S. J. vd Banerji, S (1993). "When Do Private Lcdyels Succeed?", Sloan Management Review, Summer, 34 (4), 57-67.
14. Huynh Nhui Phuang vd cong sU (2018) "Phdn tich cdc yi'u td'anh hudng de'n y dinh tiiu dimg nhan hdng riing tgi cdc sieu thj bdn le trin dia bdn Thdnh phd Can Tha", Tap chi Khoa hoc Trudng Dgi hoc Cdn Tha, tap 54, So ID (2018) 210-217.
15. Kim, N, va Parker, P. M. (1999), "Collusive conduct in private label markets ", International Journal of Research in Marketing, 16(2), 143-155.
16. Le Thi A Dong vd Nguyin Thi Mai Trang (2016), "Thdi do cua ngudi tiiu dung ddi vdi nhdn hdng riing: Nghiin cdu thuc nghiem tgi siiu ihi Co op Marl. An Giang ", Tgp thi Khoa hoc Trudng Dgi hgc An Giang, ISSN 0866-8086, Vol. 10(2), 1-ia
17. Nguyin Dinh Tho vd Nguyen Thi Mai Trang (2002), "Cdc thdnh phdn cda gid tri thuang hieu vd do ludng chung trin thi trudng hdng tieu diing Viet Nam ", Trudng Dai hoc Kinh te'TP HCM.
18. Phgm Thi True Ly vd Le Tdn Bdu (2018), "Cdc yeu to thu hut khdch hdng cua nhdn hang rieng tai cdc sieu thi Thdnh phd Ho Chi Minh",Tap chi CongThuang, ISSN 0866-7756.
So 11 ^ Thang 6/2019 359
19. Quelch, J.A. vd Harding, D. (1996), "Brands versus iirivate labels: fighting to win", Harvard Business Review, 74 (Jan/Feb), 99-109.
20. Richardson vd cong sU (1996). "Household Store Brand Proneness. A Framework", Journal of retailing, 72(2).
159-185.
21. Semeijn, J., vd cong sU (2004), "Consumer evaluations of ^tore brands: effects of store image and product aUributes", Journal of Retailing and Consumer Services, 11(1), 247-258.
22. Steinberg vd Jules (2001). "Consumers perceptions, attitudes and purchase intention towards private label food products in Malaysia ". A.sian Journal of Business and Management Sciences, 2(8). 73-90.
23. Walker, J (2006), "Bye-byebigbrands". Journal of Marketing, VoL 28(17) pp.23
Ngay nhan bai: 1/5/2019
Ngay phan bien danh gia va su'a chfla: 11/5/2019 Ngay chap nhan dang bai: 21/5/2019
Thong tin tdc gid:
TS. HUYNH VAN THAI ThS. HOANG THI CAM TU ThS. PHAM THI VAN
Trff&ng Cao dang Cdng Thffdng Mi^n Trung
FACTORS INFLUENCING THE CONSUMER'S DECISION ON PURCHASING PRIVATE LABEL PRODUCTS
AT TUY HOA CO.OP MART IN PHU YEN PROVINCE
• Ph.D HUYNH VAN THAI
• Master. HOANG THI CAMTU
• Master. PHAM THI VAN Mientrung Industry and Trade College
ABSTRACT:
Private labels have created competitive advantages and differeneces for retailers compared to other manufacturers and retailers, given them more flexibiHly in setting prices and communication - promotion poHeies. Especially, the private label helps retailers increase their profits in the price-sensitive customer segment (Quelch and Harding, 1996). In order to explore the relationship among factors influencing consumers' decision on purchasing private labels of tuy Hoa Co.op marl supermarket in Phu Yen province, descriptive analysis, Cronbach's Alpha, Exploratory Factor Analysis (EFA) and regression model analysis were used in this study. By reviewing theories and conducting a quantitative research, the results show that there are five factors that influence the decision of consumers on using private labels, thereby proposing policy implications for supermarket managers to improve sales of private label products.
Keywords: Private label, supermarket, consumption decision.
360 So 11 -Thdng 6/2019
