Xay duYig
thu'ang hieu sieu thj BigC tai TP. Ho Chl Minh
•
PHAM HGNG CClt^NG*
T6m tit:
Thdng qua diiu tra khdo sdt bdng bdng hoi ddi vdi 220 ngudi mua hdng tgi he thdng sieu thi BigC tren dia bdn TP. Ho CM Minh, tdc gid sff dung phuang phdp nghien cffu dinh lugng, nhdm tim hieu tdc dgng c&a nhgn thUc thuang hieu, chdt lugng cdm nhdn vd long trung thdnh thuang hieu din hdnh vi lffa chgn cua khdch hdng vd cdc hieu ffng trung gian c&a chdt lugng cdm nhdn, long trung thdnh thuang hieu din hdnh vi lffa chgn thuang hieu BigC. Tren ca sd dd, tdc gid de xudt mgt so kiin nghi nhdm day mgnh viec xdy dffng thuang hieu BigC.
Tuf khoa: nhgn thUc vi thuang Meu, hdnh vi lffa chgn, thuang hieu BigC Summary
Through a survey by questionnaire to 220 customers of Big C supermarkets in Ho Chi Minh city, the author adopts quantitative methods in order to clarify the impact of brand awareness, perceived quality and brand loyalty on customers' choice, and also mediated effects of perceived quality, brand loyalty on choosing Big C brand. On this basis, the author proposes a number of recommendations to promote the brand of Big C.
Keywords.' brand awareness, choice behavior. Big C brand ^
GlOfI THIEU
Trong thdi gian gan day, y thttc eua ngtfdi tieu dung ve thtfdng hieu da lam eho hp cd thien htfdng liia chpn eac thtfdng hieu quen thude de mua. Do do, neu cac nha ban le mud'n danh bai dd'i thii canh tranh thi phai lam eho ngtfdi tieu dung thich mua cac san pham va lifa ehpn thtfdng hieu eua minh. Khi ngtfdi tieu dung mud'n mua mdt san pham, ten eua mdt thtfdng hieu, etta hang ndi hp sap den ed the xua't hien trong tam tri eua hp cung mdt luc, nd phan anh rang nhan thttc ve thtfdng hieu cua hp cao hdn. Vi vay, dd'i vdi mpt hang ban le nhtf BigC, xay dtfng va phat trien thtfdng hieu la viee can dtfde duy tri thtfdng xuyen.
C O s d LY THUYET
ThffOng hieu: Theo dinh nghia cua Td ehffe Sd hffu Tri me The gidi (WIPO,
2014), thi "thffdng hieu la mdt da'u hieu (httu binh va vd hinh) dae biet de nban biet mdt san pham hang boa hay mdt dich vu nao dd dffpe san xuat hay dffdc cung cap bdi mdt ca nhan hay mdt td chffc ".
d Viet Nam, Luat Thffdng mai (2005) va Luat Sd hffu Tri tue (2005) chi dinh nghia ve "nhan b i e u " va
"hoat ddng thffdng mai", ma Ichdng neu ro khai niem
"thtfdng hieu" va "gia tri thtfdng hieu" la gi? Quyet dinh sd 253/2003/QD-TTg, ngay 25/11/2003 cua Thu ttfdng Chinh phu phe duyet "De an xay dtfng va phat trien thtfdng hieu qudc gia " mdi chi dinh ra dtfde mdt ehffdng trinh xuc tien tbffpng mai qude gia dai han, nham xay dffng, quang ba nhan hieu san pham (hang hda va dieh vii), ten thtfdng mai, ebi dan dia ly va ten gpi xua't xff hang hda dtfde mang bieu trtfng cua Thtfdng bieu qud'c gia tren thi trtfdng trong va ngoai ntfde.
Thdi gian qua, chung ta quen tiep can va sff diing
"thffdng hieu" ehu yeu dtfdi gde dp eua doanb nghiep, cho du thtfdng hieu dd dtfpc gin vdi mdt dia danh cap xa, huyen, tinh, cap viing (ca phe Tay Nguyen, Trung Nguyen; trai eay, lua gao mien Tay...), hay cap qudc gia (Hang Viet Nam chat Itfdng cao, Thtfdng hieu Viet...).
Chtfdng trinh Thffdng hieu Qud'c gia Viet Nam dtfde 'TS., Trtfdng Dai hpc INgoai thtfdng Cd sd 11. TP. H6 Chi Minh I Email: phamhungcuong,[email protected] Ngay nhdn hdi: 30/11/2016: Ngdy piuin bien: 14/12/2016; Ngdy diixei ddng: 15/12/2016
Economy and Forecast Review
41
BIEG DO: LtfA CHON DAQ TIEN NGHI DEN KHI TM KIEIM SIEa THI iMOA SAM CUA K H A C H H A N G
• Coopniart Big C a Metro • Cac sieu thj ichac
> j , , ; - \ e f qii.- nqhien cu'u cua tac gia
xay dtfng cung de phat trien eae thtfdng hieu manh cua doanh nghiep tam qudc gia, vtfdn ra qudc te. Dd la "tai san rieng" cua doanh nghiep (Tran Hffu Hiep, 2014).
Trong bd'i canh nen kinh te ntfdc ta dang ngay eang hdi nhap sau hdn vdi kinh te the gidi, yeu cau dang dat ra la can tiep can, xay dtfng va phat trien thtfdng hieu ttt goc dp "tai san edng" eua mdt dia phtfdng, vung mien va qude gia. Dtfdi gde dp nay, thtfdng hieu trd thanh tai san tinh than eua xa hdi. Qua trinh tao difng, quan ly va phat huy thtfdng hieu khdng ehi cd vai trd cua doanh nghiep, ma cdn la stt gdp stte eua mpi thanh phan trong xa hdi, eiing nhtf stf hoach dinh ehinh saeh, dieu phd'i chie'n Itfdc cua Nha ntfde (Tran Httu Hiep, 2014).
Gid tri thffOng hieu: Viec danh gia cac thanh to'cua tai san thtfPng hieu nham danh gia stte manh, cung nhtf gia tri thtfc te' ttng dung trong nghien cilu marketing dang dtfpc rat nhieu nha nghien ciiu quan tam. Thtfc te, thtfdng hieu dtfdc cau tao ttt rat nbieu thanh to' gia tri khac nhau. Aaker la mdt trong nhttng nha nghien ettu di tien phong trong viee nghien cuii gia tri thtfPng hieu cua doanh nghiep. Theo quan diem ciia Aaker (1992) thtfdng hieu dtfdc nhin nhan ttt khia canh ngtfdi tieu dung, gia tri thrfdng hieu cua doanh nghiep se drfde ca'u tao tff 5 thanh phan, trong dd cd 4 thanh phan chinh:
(1) Sff nban biet thffdng bieu; (2) Srf lien trfdng thrfdng hieu; (3) Gia tri cam nhan ttt thrfdng hieu; (4) Srf trung thanh vdi thrfdng hieu; (5) Cac yeu td'khac.
PhffOngphdp nghien cffu
Nghien ciJu sff dung phffdng phap thd'ng ke md ta drfa tren khao sat bang bang hdi va phdng van chuyen sau ddi vdi 220 ddi trfdng khach hang dii tffng mua sam tai he thd'ng sieu tbi BigC tren dia ban TP. Hd Cbi Minh. Cudc khao sat drfdc tien hanh trong khoang thdi gian tff thang 04/20] 6 den thang 07/2016. Sau khi lam sach, cdn lai 200 mau drfdc nhap vao chrfdng trinh SPSS de xff ly.
KET QUA NGHIEN ClfU
Ve sff nhgn biit thffOng hieu BigC cua khdch hdng Theo ket qua nghien cihi, 100% khach hang deu bie't den thrfdng hieu sieu thi BigC, trong dd, sd ngrfdi nghi ngay den viec Irfa^ chpn sieu thi BigC khi cd nhu cau tim kie'm sieu thi de mua sam chiem 37%, ehi dffng
sau Co.opmart vdi 42% va eao hdn han Metro hay eae sieu thi khae tren dia han (Bieu do).
Bang nhffng nd life eua minh, he thdng sieu thi BigC da tao ra drfcJe hinh anh thrfdng hieu ma den nay, ddde rat nhiiu ngttdi tieu dung biet den. Dd la nhd vao sti phan bd rai rac khap cac guan, huySn cua TP. Ho Chi Minh vdi tdng cdng 09 sieu thi va ca mdt hanh trinh dai pha'n da'u khdng ngttng nghi xay dttng thifdng hieu ke ttt khi thanh lap den nay. Dieu nay giup tao cam giac quen thupe, thu|n tien, nhac nhd khaeh hang khi hp ed nhu eau mua sam.
Ngoai ra, trong chien Xdde xay dtfng thrfdng hieu, mpt yeu td vd cung quan trpng la viee Irfa ehpn each thttc tiep can khach hang. Ket qua khao sat eho thay, ed den 59,6% khach hang bie't den cac chrfdng trinh khuyen mai cua BigC qua eae td rdi vdi danh muc san pham khuyen mai drfdc phat hanh theo tttng chtfdng trinh dang dien ra tai he thd'ng sieu thi.
Ngoai ra, hinh thffc quang cao truyen mieng, biet den qua ban be, ngffdi than cung la mdt kenh thdng tin phd bien vdi lffdng tiep can theo khao sat dat 27,5%.
Nhttng hinh thttc quang eao tnic tuyen bay truyen thd'ng tren bao chi khdng dat hieu qua eao.
Ngoai ra, thrfc te phdng van rieng mot sd' khach hang cho thai'y, hp cdn biet den cae chttdng trinh eua BigC nhd vao cac phieu qua tang ma BigC phat hanh va cung cd nhttng khach hang den sieu thi mdi biet den chrfdng trinh khuyen mai dang cd. Vdi the manh ve kinh nghiem lau nam, tie'p can thi trrfdng ttt sdm, BigC ddde nhieu ngrfdi biet den vdi stf trung thanh sau sac va nhd dd, Itfdng khach keo den ngay eang tang len.
Ve chd't IffOng cdm nhgn cua khdch hdng
Vi dja diem: Sieu thi BigC tai IP.
Hd Chi Minh tpa lae d nhttng vi hi trpng diem, thuan tien, tao stf dd dang trong viec ghe vao mua sam cho khaeh hang.
Ket qua khao sat cung cho tha'y, 31%
khach hang cam tha'y hai long va 55%
cam tha'y binh thtfdng ve sti thuan tien trong viec di den cac dia diem sieu thj BigC. Bdi vi, 09 sieu thi tai TP. Hd Chi Minh cua sieu thi BigC van cdn kha khiem ton so vdi con so' 33 cua sieu thi Co.opmart tren dia ban Thanh phd.
Ve chung logi vd chd't Iffgng hang hda: Mat hang the manh cua he thdng
42
sieu thi BigC la thrfc pham khd va thtic pham trfdi sd'ng, nhttng mat hang cdn lai chiem ty' le khdng eao trong tdng san pham tieu thu. Nhin chung, he thdng sieu thi BigC ltfa chpn eac hang hda dap ttng day dii eac tieu chuan cha't ItttJng, ed dpi ngu ehuyen vien lanh nghe, kiem soat mdt each chat che chaft Ittdng dau vao cua hang hda, eung nhtf qua tnnh bao quan, bay ban hang hda nham giup dam bao td'i da cha't Itfdng hang hda nham phuc vu ngtfdi tieu dung mpt each an toan. He thdng sieu thi BigC ltfa ehpn eac nha san xua't ed he thd'ng quan h' chat IfftJng dat ehuan ISO 9001, hoac eae nha san xuat ed quy trinh quan ly chat lffdng tffdng dffdng, dam bao an toan ve sinh thtfc pham.
Nhd dd. khi dtfdc khao sat ve uy tin cua thffdng hieu sieu thi, 63% ngrfdi cam tha'y hai long \ e sieu thi BigC tai TP. Ho Chi Minh. Srf dau trf bai ban, kiem soat eh;;t ehe \ e chat Irfdng hang hda da tao dtfng drfde niem tin ve sieu thi trong long ngrfdi tieu dung. Ve chung loai hang hda sieu thj cung cap, 13% khach hang cam tha'y rat hai long, 57% hai long va 33%
cam tha'y binb thtfdng vdi sti da dang, phong phu ve san pham bay ban trong sieu thi. BigC da gan nhff dap ffng da\' du nhu cau cua khach hang ve mua sim khi tim den sieu thi.
Tu\ nhien. khi dffdc hdi \ e chat Irfcing hang hda, 53% cam tha'y hai long, 33%
cam tha'y binh thtfdng \a 11 % cam tha'y khdng hai long ve chat Itfdng hang hda.
Mpt bp phan khach hang cho rang, chat Itfdng san pham bay ban trong eac sieu thi chtfa dap ttng dung tieu chuan cdng bd, van ed nhieu mat bang thieu ban stt dtrng, nhan mac dan chdng de, bi dap, mde dtfpc bay ban tren eae ke hang. Ben canh dd, chat Itfdng hang Viet Xam dang ed xu htfdng kem bdn so vdi hang cua Thai Lan. Nhat Ban, Singapore..., khie'n ngtfdi tieu dung khdng tin ttfdng vao hang ndi.
Ve gid cd: Mac dii khach hang thtfdng ed tam ly phai tra mtte gia cao hdn khi mua sim tai eae sieu thi so vdi ehd truyen thd'ng, nhtfng tai BigC, \'di slogan
"Gia re cho mpi nha" va cam kdt gia ban ludn re hdn gia in tren bao bi (trtt gia bat budc) ludn khien khaeh hang hai long khi so sanh vdi cac sieu thi ban le khac. Theo ket qua khao sat, cd den 27%
khaeh hang cam thay rat hai ldng va 46% hai long ve chinh sach gia tai sieu
BANG: SO I ^ N DI SIEU THI BIGC TRONG MOT THANG So' lan di sieu thi trong 1 tiiang
Khong CO Ian nao TCf 1 t(3i 4 lan TCf 5 t(Si 10 Ian Tren 10 lan Tong cong
Sa'liftfng 46 55 75 24 200
Ty le (%) 23 27,5 37,5 12 100
thi BigC tren dia ban TP. Hd Chi Minh. Day la mdt trong nhttng tfu diem Idn nhat eua BigC giup thu hut rat rihieu khach hang den mua sam du trong bat ky thdi diem nao trong nam.
Ben canh dd, gan nhtf hang tuan, sieu thi BigC deu tung ra nhttng chffdng trinh khuyen mai khae nhau, san pham da dang vdi mffe gia hap dan thu hut rat nhieu khaeh hang mua sam. Dieu dd cung dffdc the hien qua khao sat vdi 17% sd'ngffdi dffdc bdi ra't hai long, 41%
hai long va 41% cam thay binh thffdng vdi cae chffdng trinh khuyen mai d BigC.
| i B i Viec xay difng thifcTng hi$u V V cua BigC da ghi dS'u Sn vt^i khach hang thdng qua:
chung Ioai hang hoa phong phu, sii thuan tien ve vi tri va gia ca hang hoa phai chang. • •
Ben canh dd. The ffu dai BigC ciing gdp phan thue day boat dpng mua sam ttt cac khach hang than thiet cua sieu thi. Ve mat vat chat, the nay giup tich luy tren mdi hda ddn mua sim, hoan phi gtti xe hoac ve xe buyt cbo khach hang, ddng thdi, the cung ed gia tri thanh toan nhff tien mat tai sieu tbi BigC khi dtfdc quy ddi ttt diem thanh tien. Day la yeu td lam cbo khach hang cam thay viec mua sam tai BigC re hdn, ldi cud'n hdn va thoai mai hdn. Hdn ntta, the edn tao cho khach hang cam giac than thupc, httng khdi khi mua sam, kich thich nhu eau mua sam, mang lai gia tri tinh cam gan bd gitta khach hang vdi sieu thi.
Ve mdi trudng mua sam: Theo ket qua khao sat, 38% khach hang cam thay hai long va 53% cam tha'y binh thffdng ve mdi trtfdng mua sam ma BigC tao ra eho ngtfdi tieu dung. Dd la nhd hang hda tai sieu thi dtfde bay tri khoa hpc, dS dang flm kiem va ltfa ehpn giup viee mua sam trd nen nhanh chdng, hieu qua hdn.
Ngoai ra, yeu tdve thai dp pbiic vu eua nhan vien eung chiem dtfdc nhieu cam flnh dd'i vdi khach hang khi 23% cam tha'y hai ldng va 72% cam thay binh thtfdng, giup mang den trai nghiem mua sim kha thoai mai eho khach hang. Da so deu tha'y rang, nhan vien sieu thi than thien, sin sang chi dan, hd trd khach nhiet tinh, ludn nd nu ctfdi khi dtfde yeu cau phuc vu.
Tuy nhien, ve eac dich vu khach hang khac, nhtf:
gtti xe, giff do... ciia sieu thi chtfa that srf thda man ngrfdi
Econom\ and Forecast Review
43
tieu dung khi cd 15% khaeh hang khdng hai long va rat khdng hai long ve cac dieh vu nay tai BigC.
Ve sff trung thdnh cua khdch hdng
Kdt qua khao sat cung eho thay, rfu tien hang dau khi khaeh hang tim kiem sieu thi mua sSm la d chat Irfdng hang hda (chiem 46%), stf thuan tien ve vi tri eiia sieu thi (chiem 45%) va gia ea hang hda (chiem 34%).
Day la nhffng yeu to gdp phan quyet dinh ldng trung thanh eila khaeh hang dd'i vdi sieu thi BigC.
Khi dffdc hdi ve so' lan di sieu thi BigC tai TP. Ho Chi Minh trong mpt thang, nhin chung, mtte dp sieu thi trong mdt tbang eiia khaeh hang d mffe trung binh. Ty le di sieu thi ttt 5-10 lan/thang chidm den 37,5%, ttt 1-4 lan chiem 27,5% va tren 10 lan chiem 12% (Bang).
KET LUAN VA MQT SO DE XUAT
Ket qua nghien cttu eho tha'y, viec xay dttng thtfdng hieu BigC cua doanh nghiep cd the coi la kha thanh cdng tai khu vtfc TP. Hd Chi Minh, the bien qua viee, ta't ea sd' ngtfdi dtfcic bdi ddu biet den thtfdng hieu nay va thdng qua each thttc phat td rdi quang cao. Nhin chung, viec xay dting thtfdng hieu cua BigC da ghi da'u an vdi khach hang thdng qua: chung loai hang hda phong phu, stf thuan tien ve vi tri va gia ca hang hda phai chang. Tuy nhien, ben canh dd, de tiep tuc gitt vttng thtfdng hieu va tao dtfng niem tin, ldng trung thanh eua khaeh bang dd'i vdi sieu thi BigC, doanh nghiep vSn can cai thien hdn ntta ve: chat Itfdng hang hda, gitt vttng dffdc thai dp phuc vu khach hang td't, tang them sd lffdng cffa hang...
Vi vay, theo ehung tdi, he thdng sieu thi BigC d TP.
Hd Chi Minh ndi rieng, tren dia ban ca ntfde ndi chung can thtfe hien cd hieu qua mdt sd'giai phap sau:
Mgt Id, cdn ndng cao chdt lugng sdn phdm hdng hda trong sieu thi. Theo dd, can da dang hoa ehung loai hang boa, djch vii nham dap ffng cho nhu cau liia chpn eua khach hang. Thffdng xuyen kiem ke hang, thifc hien khuyen mai vdi eac mat hang sap den ban stt dung, loai bd hang da qua ban stt dung, dau tff them may dd'i chieu gia tai cac gian hang trong khu tff chpn, flm hieu rd nguyen nhan khach bang rdi bd sieu thi di cd nhffng dieu cbinh thich hdp. Nghien cuii ky va dffa ra each thffc trtfng bay san pbam, dieh vu trong sieu thi sao cbo hpp ly. Van de thiet ke, bdtri, sap dat cae gia trtfng bay san pham phaidam bao tfnh khoa hpe, logic ve tham my, dl nhin, de flm kiem... Dam bao dien tich mat bang
sieu thi phai du Idn, dp thoang cao. Dam bao bd tri dtfdc day du khu trtfng bay san pham, khu dich vu (de xe, an udng, vui ehdi, giai tri...). The hien dtftfc tinh thuan tien cho khach hang khi mua sam va giai tri trong sieu thi.
Hai la, xdy dffng vd cdi tiin he thdng thanh todn nhanh ggn han, md rdng them he thd'ng phan phd'i bang ca phffdng thu'c truyen thd'ng va hien dai (ban hang qua mang), phan phdi trong va ngoai ntfdc, phat trien he thd'ng thdng tin trong qua trinh lifu thdng hang hda giffa eac nha cung ttng vdi sieu thi.
Ba la, cdn cd ddi ngu an ninh, bdo ve chuyen nghiep, ddm bdo mUc do an toan trong sieu thi cho khdch hdng. Xay difng, td ehttc va quan ly td't md hinh quan ly chat Itfdng san pham, dich vu nham dap ttng nhu cau cho khach hang.
Bdn Id, cdn thudng xuyen ndm bdt dim biin tdm ly khdch hdng trong qud trinh mua sdm sdn phdm va ltta ehpn phtfdng phap ddi ttng tttdng ttng la van de then chd't de nang eao mtte dp hai ldng cua khaeh hang.
Ndm la, ddo tgo lgi nhdm ndng cao thdi do, hdnh vi phuc vu khdch hdng ciia nhdn vien trong sieu thi, can nang cao stf hd trd khach hang ttt phia nhan vien trong sieu thi qua viec tdn trpng khach hang de nhan biet ddde stt hai long ciia khach hang. Can giam thieu phien phiJc eho khach hang de nang eao chat Itfdng dich vu. Ben canh dd, phai giai quyet mpt each day du va thoa dang khieu nai, phan nan cua khaeh hang ddi vdi san pham, dich vu eua sieu thi.
Sdu Id, de tdng tinh cgnh tranh, tdng tinh hdi long cua khdch hdng, cdn giam chi phi dich vu khdch hdng, ed ke hoach hpp tae toan dien vdi cae nha eung cap tii;
khau dau ttf cho dau ra san pham (dac biet la ndng san), tdi khau marketing, khuye'n mai nham tao ra tinh dn dinh eho hang hda d sieu thi, dam bao khdng thieu hang khi ed bien ddng ve gia hay san Itfdng. • TAI LIEU THAM KHAO
1. Thu ttfdng Chinh phii (2003). Quyit dinh sd 253/2003/QD-TTg, ngdy 14/12/2014 ve viec phe duyet Oe dn xay dung vd phdt triin thuang Meu qud'c gia din ndm 2010
2. Tran Htfu Hiep (2014). Xay dtfng va phat trien thtfdng hieu vung ddng bang sdng Cttu Long ttt gde nhin chinh sach, Tgp chi Cdng sdn, sd 12/2014
3. Aaker, David (1992). The Value of Brand Equity, Journal of Business Strategy, Vol 4, p. 27-32 4. Huyen Lien (2013). Chien lugc phdt triin bin vung c&aBigC, truy cap ttthttp://baoeongthuong.
eom.vn/ehien-luoe-phat-trien-ben-vung-eua-bigc.html
