Khóa luận Phát triển thị trường tiêu thụ cho dòng sản phẩm nước uống đóng chai Bạch Mã

otal 15 9.1 100.0 Missing khong tra loi 150 90.9 Total 165 100.0 - Lý do nhãn hàng uy tin cua nhan hang Frequency Percent Valid Percent Cumulative Percent Valid Co 23 13.9 13.9 13.9 Khong 142 86.1 86.1 100.0 Total 165 100.0 100.0 chinh sach ban hang, tiep thi san pham tot Frequency Percent Valid Percent Cumulative Percent Valid Co 34 20.6 20.6 20.6 Khong 131 79.4 79.4 100.0 Total 165 100.0 100.0 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 126 nhu cau tieu dung nuoc uong dong chai ngay cang tang Frequency Percent Valid Percent Cumulative Percent Valid Co 98 59.4 59.4 59.4 Khong 67 40.6 40.6 100.0 Total 165 100.0 100.0 chat luong san pham tot Frequency Percent Valid Percent Cumulative Percent Valid Co 140 84.8 84.8 84.8 Khong 25 15.2 15.2 100.0 Total 165 100.0 100.0 gia ca hop ly Frequency Percent Valid Percent Cumulative Percent Valid Co 126 76.4 76.4 76.4 Khong 39 23.6 23.6 100.0 Total 165 100.0 100.0 hieu biet ve nguon goc san pham Frequency Percent Valid Percent Cumulative Percent Valid Co 30 18.2 18.2 18.2 Khong 135 81.8 81.8 100.0 Total 165 100.0 100.0 y kien khac Frequency Percent Valid Percent Cumulative Percent Valid Co 3 1.8 1.8 1.8 Khong 162 98.2 98.2 100.0 Total 165 100.0 100.0 y kien khac Frequency Percent Valid Percent Cumulative Percent Valid dap ung nhu cau cua mot so khach hang 1 .6 33.3 33.3 dap ung yeu cau cua moi nguoi dan 1 .6 33.3 66.7 yeu cau cua khach hang 1 .6 33.3 100.0 Total 3 1.8 100.0 Missing khong tra loi 162 98.2 Total 165 100.0 - Sản phẩm kinh doanh Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 127 loai binh 20l Frequency Percent Valid Percent Cumulative Percent Valid Co 163 98.8 98.8 98.8 Khong 2 1.2 1.2 100.0 Total 165 100.0 100.0 loai chai 500ml Frequency Percent Valid Percent Cumulative Percent Valid Co 39 23.6 23.6 23.6 Khong 126 76.4 76.4 100.0 Total 165 100.0 100.0 loai chai 350ml Frequency Percent Valid Percent Cumulative Percent Valid Co 10 6.1 6.1 6.1 Khong 155 93.9 93.9 100.0 Total 165 100.0 100.0 loai chai 1500ml Frequency Percent Valid Percent Cumulative Percent Valid Co 8 4.8 4.8 4.8 Khong 157 95.2 95.2 100.0 Total 165 100.0 100.0 so luong binh 20l Frequency Percent Valid Percent Cumulative Percent Valid 60 1 .6 .6 .6 100 2 1.2 1.2 1.8 120 2 1.2 1.2 3.1 200 5 3.0 3.1 6.1 220 7 4.2 4.3 10.4 240 22 13.3 13.5 23.9 280 10 6.1 6.1 30.1 300 6 3.6 3.7 33.7 320 24 14.5 14.7 48.5 360 23 13.9 14.1 62.6 400 11 6.7 6.7 69.3 420 6 3.6 3.7 73.0 450 6 3.6 3.7 76.7 480 8 4.8 4.9 81.6 540 2 1.2 1.2 82.8 600 12 7.3 7.4 90.2 650 8 4.8 4.9 95.1 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 128 700 2 1.2 1.2 96.3 800 4 2.4 2.5 98.8 1000 1 .6 .6 99.4 1700 1 .6 .6 100.0 Total 163 98.8 100.0 Missing System 2 1.2 Total 165 100.0 so luong chai 500ml (24 chai/thung) Frequency Percent Valid Percent Cumulative Percent Valid 2 1 .6 2.6 2.6 5 6 3.6 15.4 17.9 6 2 1.2 5.1 23.1 7 1 .6 2.6 25.6 10 10 6.1 25.6 51.3 12 3 1.8 7.7 59.0 15 5 3.0 12.8 71.8 20 2 1.2 5.1 76.9 25 1 .6 2.6 79.5 30 4 2.4 10.3 89.7 70 1 .6 2.6 92.3 100 1 .6 2.6 94.9 150 1 .6 2.6 97.4 160 1 .6 2.6 100.0 Total 39 23.6 100.0 Missing khong tra loi 126 76.4 Total 165 100.0 so luong chai 350ml (24 chai/thung) Frequency Percent Valid Percent Cumulative Percent Valid 5 2 1.2 20.0 20.0 7 1 .6 10.0 30.0 10 5 3.0 50.0 80.0 20 1 .6 10.0 90.0 70 1 .6 10.0 100.0 Total 10 6.1 100.0 Missing khong tra loi 155 93.9 Total 165 100.0Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 129 so luong chai 1500ml (12 chai/thung) Frequency Percent Valid Percent Cumulative Percent Valid 2 1 .6 12.5 12.5 7 1 .6 12.5 25.0 10 3 1.8 37.5 62.5 15 1 .6 12.5 75.0 50 1 .6 12.5 87.5 100 1 .6 12.5 100.0 Total 8 4.8 100.0 Missing khong tra loi 157 95.2 Total 165 100.0 chinh sach cua Xi nghiep Frequency Percent Valid Percent Cumulative Percent Valid tang them san pham khi vuot qua so luong ma cong ty dua ra 50 30.3 30.3 30.3 chiet khau thuong mai 115 69.7 69.7 100.0 Total 165 100.0 100.0 - Hình thức vận chuyển nguoi tieu dung tu den dai ly mua va tu van chuyen Frequency Percent Valid Percent Cumulative Percent Valid Co 110 66.7 66.7 66.7 Khong 55 33.3 33.3 100.0 Total 165 100.0 100.0 nguoi tieu dung den dai ly mua va dai ly cho ve co tinh phi Frequency Percent Valid Percent Cumulative Percent Valid Co 1 .6 .6 .6 Khong 164 99.4 99.4 100.0 Total 165 100.0 100.0 nguoi tieu dung den dai ly mua va dai ly cho ve khong tinh phi Frequency Percent Valid Percent Cumulative Percent Valid Co 2 1.2 1.2 1.2 Khong 163 98.8 98.8 100.0 Total 165 100.0 100.0Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 130 goi dien den dai ly dat hang va dai ly van chuyen co tinh phi Frequency Percent Valid Percent Cumulative Percent Valid Co 71 43.0 43.0 43.0 Khong 94 57.0 57.0 100.0 Total 165 100.0 100.0 goi dien den dai ly dat hang va dai ly van chuyen khong tinh phi Frequency Percent Valid Percent Cumulative Percent Valid Co 10 6.1 6.1 6.1 Khong 154 93.3 93.3 99.4 5 1 .6 .6 100.0 Total 165 100.0 100.0 y kien khac Frequency Percent Valid Percent Cumulative Percent Valid Co 2 1.2 1.2 1.2 Khong 163 98.8 98.8 100.0 Total 165 100.0 100.0 y kien khac Frequency Percent Valid Percent Cumulative Percent Valid ban truc tiep cho khach hang 1 .6 50.0 50.0 goi dien den dai ly va dai ly chuyen den voi so luong nhieu vaf phi tinh vao gia ban 1 .6 50.0 100.0 Total 2 1.2 100.0 Missing khong tra loi 163 98.8 Total 165 100.0 khoang cach van chuyen (km) 1 2 Count Column N % Count Column N % cuoc phi van chuyen (dong) 2000 10 45.5% 1 2.0% 3000 12 54.5% 44 86.3% 4000 0 0.0% 4 7.8% 5000 0 0.0% 1 2.0% 16000 0 0.0% 1 2.0% Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 131 PHỤ LỤC 3: ĐỘ TIN CẬY CRONBACH'S ALPHA CỦA CÁC CHÍNH SÁCH MARKETING I. ĐỐI VỚI KHÁCH HÀNG Phụ lục 3.1: Chính sách sản phẩm Reliability Statistics Cronbach's Alpha N of Items .782 5 Item Statistics Mean Std. Deviation N mau ma, bao bi, nhan mac an tuong de phan biet voi cac thuong hieu khac tren thi truong 4.05 .498 101 hinh dang dep, kich co phu hop voi nguoi tieu dung 3.99 .479 101 da dang ve dung tich 4.12 .454 101 san pham co chat luong cao, dat tieu chuan chat luong ISO 9001:2000 4.19 .441 101 cung cap thong tin day du tren bao bi 4.01 .500 101 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted mau ma, bao bi, nhan mac an tuong de phan biet voi cac thuong hieu khac tren thi truong 16.31 2.015 .531 .751 hinh dang dep, kich co phu hop voi nguoi tieu dung 16.37 2.014 .564 .739 da dang ve dung tich 16.24 2.003 .625 .720 san pham co chat luong cao, dat tieu chuan chat luong ISO 9001:2000 16.17 2.021 .635 .718 cung cap thong tin day du tren bao bi 16.35 2.109 .450 .779 Phụ lục 3.2: Chính sách giá Reliability Statistics Cronbach's Alpha N of Items .816 4 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 132 Item Statistics Mean Std. Deviation N gia it bien dong 4.13 .440 101 gia ban san pham phu hop voi chat luong san pham 4.06 .420 101 thong tin ve gia ca san pham ro rang 4.10 .480 101 so voi cac san pham nuoc uong dong chai dang co mat tai Hue, thi gia ca cua Bach Ma khong cao lam 4.07 .406 101 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted gia it bien dong 12.23 1.118 .711 .733 gia ban san pham phu hop voi chat luong san pham 12.30 1.271 .554 .805 thong tin ve gia ca san pham ro rang 12.26 1.073 .673 .752 so voi cac san pham nuoc uong dong chai dang co mat tai Hue, thi gia ca cua Bach Ma khong cao lam 12.29 1.247 .617 .778 Phụ lục 3.3: Chính sách phân phối Reliability Statistics Cronbach's Alpha N of Items .833 5 Item Statistics Mean Std. Deviation N de dang khi mua san pham tai cac dai ly lon nho tren thi truong Thua Thien Hue 3.93 .495 101 de dang thay san pham co ban tai cac cua hang nho le tren thi truong Thua Thien Hue 3.92 .483 101 de dang thay san pham tai cac quan ca phe, nha hang, khach san 3.77 .546 101 de thay tai cac sieu thi tren thi truong Thua Thien Hue 2.16 .367 101 kha nang dap ung kip thoi nhu cau cua cac diem ban tot 3.87 .365 101 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 133 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted de dang khi mua san pham tai cac dai ly lon nho tren thi truong Thua Thien Hue 13.72 1.742 .873 .722 de dang thay san pham co ban tai cac cua hang nho le tren thi truong Thua Thien Hue 13.73 1.838 .807 .745 de dang thay san pham tai cac quan ca phe, nha hang, khach san 13.88 1.806 .699 .782 de thay tai cac sieu thi tren thi truong Thua Thien Hue 15.50 2.832 .131 .905 kha nang dap ung kip thoi nhu cau cua cac diem ban tot 13.78 2.212 .721 .784 Scale: CHINH SACH PHAN PHOI (THIET LAP LAI) Reliability Statistics Cronbach's Alpha N of Items .905 4 Item Statistics Mean Std. Deviation N de dang khi mua san pham tai cac dai ly lon nho tren thi truong Thua Thien Hue 3.93 .495 101 de dang thay san pham co ban tai cac cua hang nho le tren thi truong Thua Thien Hue 3.92 .483 101 de dang thay san pham tai cac quan ca phe, nha hang, khach san 3.77 .546 101 kha nang dap ung kip thoi nhu cau cua cac diem ban tot 3.87 .365 101 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 134 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item- Total Correlation Cronbach's Alpha if Item Deleted de dang khi mua san pham tai cac dai ly lon nho tren thi truong Thua Thien Hue 11.56 1.508 .887 .839 de dang thay san pham co ban tai cac cua hang nho le tren thi truong Thua Thien Hue 11.57 1.587 .831 .861 de dang thay san pham tai cac quan ca phe, nha hang, khach san 11.72 1.542 .732 .905 kha nang dap ung kip thoi nhu cau cua cac diem ban tot 11.62 1.937 .750 .899 Phụ lục 3.4: Chính sách xúc tiến Reliability Statistics Cronbach's Alpha N of Items .809 3 Item Statistics Mean Std. Deviation N cac chuong trinh quang cao, truyen thong thu hut 4.40 .492 101 thuong to chuc cac chuong trinh ban hang, ho tro dai ly, phat nuoc mien phi toi nguoi tieu dung 4.34 .605 101 cac chuong trinh khuyen mai duoc ap dung thuong xuyen 2.37 .703 101 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted cac chuong trinh quang cao, truyen thong thu hut 6.70 1.251 .816 .625 thuong to chuc cac chuong trinh ban hang, ho tro dai ly, phat nuoc mien phi toi nguoi tieu dung 6.76 1.123 .704 .689 cac chuong trinh khuyen mai duoc ap dung thuong xuyen 8.73 1.118 .523 .914 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 135 II. ĐỐI VỚI ĐẠI LÝ Phụ lục 3.5: Chính sách sản phẩm Reliability Statistics Cronbach's Alpha N of Items .705 7 Item Statistics Mean Std. Deviation N san pham chat luong 4.26 .454 165 mau ma, bao bi, nhan mac an tuong 4.04 .299 165 hinh dang dep, vua tam co 4.03 .280 165 da dang ve dung tich 4.38 .487 165 duoc dong goi can than 4.08 .389 165 dam bao suc khoe cho nguoi tieu dung 4.28 .453 165 thong tin tren bao bi san pham day du 4.13 .421 165 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted san pham chat luong 24.96 2.029 .508 .645 mau ma, bao bi, nhan mac an tuong 25.18 2.487 .333 .691 hinh dang dep, vua tam co 25.19 2.471 .389 .682 da dang ve dung tich 24.84 2.186 .324 .702 duoc dong goi can than 25.13 2.360 .318 .695 dam bao suc khoe cho nguoi tieu dung 24.93 1.965 .568 .626 thong tin tren bao bi san pham day du 25.08 2.103 .501 .648 Phụ lục 3.6: Chính sách giá Reliability Statistics Cronbach's Alpha N of Items .740 4 Item Statistics Mean Std. Deviation N gia rat it bien dong 4.32 .466 165 gia ca hop ly 4.20 .431 165 so voi cac doi thu thi gia nhu vay la co the canh tranh tot 4.12 .433 165 chiet khau gia hap dan 4.10 .509 165 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 136 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted gia rat it bien dong 12.41 1.085 .623 .626 gia ca hop ly 12.53 1.165 .598 .646 so voi cac doi thu thi gia nhu vay la co the canh tranh tot 12.61 1.275 .453 .722 chiet khau gia hap dan 12.63 1.137 .471 .721 Phụ lục 3.7: Chính sách phân phối Reliability Statistics Cronbach's Alpha N of Items .772 8 Item Statistics Mean Std. Deviation N luon dap ung chinh xac don dat hang theo yeu cau cua dai ly ve so luong 4.21 .425 165 thoi gian giao hang luon dam bao nhu da giao uoc 3.94 .502 165 giao hang dung dia diem ma dai ly yeu cau 4.20 .416 165 hang hoa duoc giao khong bi hu hong 4.07 .391 165 thu tuc hoa don duoc thanh toan nhanh chong 4.13 .401 165 nhan vien thong tin kip thoi cho Xi nghiep ve cac yeu cau cua dai ly 3.75 .719 165 co phuong tien ho tro viec van chuyen cho dai ly 4.22 .433 165 co chinh sach doi tra hop ly 4.21 .410 165 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 137 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted luon dap ung chinh xac don dat hang theo yeu cau cua dai ly ve so luong 28.53 4.214 .647 .720 thoi gian giao hang luon dam bao nhu da giao uoc 28.80 4.637 .293 .779 giao hang dung dia diem ma dai ly yeu cau 28.54 4.238 .649 .721 hang hoa duoc giao khong bi hu hong 28.67 4.480 .537 .740 thu tuc hoa don duoc thanh toan nhanh chong 28.61 4.275 .656 .721 nhan vien thong tin kip thoi cho Xi nghiep ve cac yeu cau cua dai ly 28.99 4.634 .120 .846 co phuong tien ho tro viec van chuyen cho dai ly 28.52 4.190 .647 .720 co chinh sach doi tra hop ly 28.53 4.263 .645 .722 Phụ lục 3.7.1: Chính sách phân phối (thiết lập lại) Reliability Statistics Cronbach's Alpha N of Items .896 6 Item Statistics Mean Std. Deviation N luon dap ung chinh xac don dat hang theo yeu cau cua dai ly ve so luong 4.21 .425 165 giao hang dung dia diem ma dai ly yeu cau 4.20 .416 165 hang hoa duoc giao khong bi hu hong 4.07 .391 165 thu tuc hoa don duoc thanh toan nhanh chong 4.13 .401 165 co phuong tien ho tro viec van chuyen cho dai ly 4.22 .433 165 co chinh sach doi tra hop ly 4.21 .410 165Trư ờn Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 138 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted luon dap ung chinh xac don dat hang theo yeu cau cua dai ly ve so luong 20.84 2.869 .684 .883 giao hang dung dia diem ma dai ly yeu cau 20.85 2.763 .793 .866 hang hoa duoc giao khong bi hu hong 20.98 3.073 .589 .896 thu tuc hoa don duoc thanh toan nhanh chong 20.92 2.841 .764 .871 co phuong tien ho tro viec van chuyen cho dai ly 20.82 2.768 .750 .873 co chinh sach doi tra hop ly 20.84 2.845 .738 .875 Phụ lục 3.8: Chính sách phân phối xúc tiến Reliability Statistics Cronbach's Alpha N of Items .779 4 Item Statistics Mean Std. Deviation N thuong xuyen co cac chuong trinh khuyen mai hap dan theo thang, theo quy,... 4.18 .573 165 thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang 4.16 .573 165 co cac chuong trinh ho tro ban hang kip thoi cho cac dai ly (bang hieu...) 2.25 .711 165 co cac chuong trinh ho tro dai ly tim ra cac nha ban le cho dai ly 2.14 .562 165 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected Item-Total Correlation Cronbach's Alpha if Item Deleted thuong xuyen co cac chuong trinh khuyen mai hap dan theo thang, theo quy,... 8.55 2.140 .648 .694 thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang 8.56 2.150 .641 .698 co cac chuong trinh ho tro ban hang kip thoi cho cac dai ly (bang hieu...) 10.47 1.885 .598 .726 co cac chuong trinh ho tro dai ly tim ra cac nha ban le cho dai ly 10.58 2.416 .472 .778 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 139 PHỤ LỤC 4: ĐÁNH GIÁ TỔNG QUÁT MỨC ĐỘ HÀI LÒNG VỀ CHÍNH SÁCH MARKETING I. ĐỐI VỚI KHÁCH HÀNG Phụ lục 4.1: Đánh giá về chính sách sản phẩm Kiểm định One - sample T- test One-Sample Statistics N Mean Std. Deviation Std. Error Mean mau ma, bao bi, nhan mac an tuong de phan biet voi cac thuong hieu khac tren thi truong 101 4.05 .498 .050 hinh dang dep, kich co phu hop voi nguoi tieu dung 101 3.99 .479 .048 da dang ve dung tich 101 4.12 .454 .045 san pham co chat luong cao, dat tieu chuan chat luong ISO 9001:2000 101 4.19 .441 .044 cung cap thong tin day du tren bao bi 101 4.01 .500 .050 One-Sample Test Test Value = 3 t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference Lower Upper mau ma, bao bi, nhan mac an tuong de phan biet voi cac thuong hieu khac tren thi truong 21.200 100 .000 1.050 .95 1.15 hinh dang dep, kich co phu hop voi nguoi tieu dung 20.752 100 .000 .990 .90 1.08 da dang ve dung tich 24.789 100 .000 1.119 1.03 1.21 san pham co chat luong cao, dat tieu chuan chat luong ISO 9001:2000 27.091 100 .000 1.188 1.10 1.28 cung cap thong tin day du tren bao bi 20.303 100 .000 1.010 .91 1.11 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 140 Kiểm định ANOVA - Theo giới tính Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. mau ma, bao bi, nhan mac an tuong de phan biet voi cac thuong hieu khac tren thi truong .238 1 99 .627 hinh dang dep, kich co phu hop voi nguoi tieu dung 1.236 1 99 .269 da dang ve dung tich 1.324 1 99 .253 san pham co chat luong cao, dat tieu chuan chat luong ISO 9001:2000 5.613 1 99 .020 cung cap thong tin day du tren bao bi 1.557 1 99 .215 ANOVA Sum of Squares df Mean Square F Sig. mau ma, bao bi, nhan mac an tuong de phan biet voi cac thuong hieu khac tren thi truong Between Groups .033 1 .033 .131 .718 Within Groups 24.720 99 .250 Total 24.752 100 hinh dang dep, kich co phu hop voi nguoi tieu dung Between Groups .554 1 .554 2.445 .121 Within Groups 22.436 99 .227 Total 22.990 100 da dang ve dung tich Between Groups .261 1 .261 1.270 .263 Within Groups 20.314 99 .205 Total 20.574 100 san pham co chat luong cao, dat tieu chuan chat luong ISO 9001:2000 Between Groups .626 1 .626 3.296 .072 Within Groups 18.800 99 .190 Total 19.426 100 cung cap thong tin day du tren bao bi Between Groups .902 1 .902 3.707 .057 Within Groups 24.088 99 .243 Total 24.990 100 - Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 141 - Theo độ tuổi Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. mau ma, bao bi, nhan mac an tuong de phan biet voi cac thuong hieu khac tren thi truong .559 3 97 .644 hinh dang dep, kich co phu hop voi nguoi tieu dung 1.706 3 97 .171 da dang ve dung tich 1.841 3 97 .145 san pham co chat luong cao, dat tieu chuan chat luong ISO 9001:2000 2.415 3 97 .071 cung cap thong tin day du tren bao bi .395 3 97 .757 ANOVA Sum of Squares df Mean Square F Sig. mau ma, bao bi, nhan mac an tuong de phan biet voi cac thuong hieu khac tren thi truong Between Groups .052 3 .017 .068 .977 Within Groups 24.701 97 .255 Total 24.752 100 hinh dang dep, kich co phu hop voi nguoi tieu dung Between Groups .021 3 .007 .030 .993 Within Groups 22.969 97 .237 Total 22.990 100 da dang ve dung tich Between Groups 1.157 3 .386 1.926 .130 Within Groups 19.417 97 .200 Total 20.574 100 san pham co chat luong cao, dat tieu chuan chat luong ISO 9001:2000 Between Groups .812 3 .271 1.411 .244 Within Groups 18.613 97 .192 Total 19.426 100 cung cap thong tin day du tren bao bi Between Groups .119 3 .040 .155 .927 Within Groups 24.871 97 .256 Total 24.990 100 - TTrư ờ g Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 142 - heo thu nhập Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. mau ma, bao bi, nhan mac an tuong de phan biet voi cac thuong hieu khac tren thi truong .129 3 97 .943 hinh dang dep, kich co phu hop voi nguoi tieu dung 1.082 3 97 .360 da dang ve dung tich 1.890 3 97 .136 san pham co chat luong cao, dat tieu chuan chat luong ISO 9001:2000 3.379 3 97 .021 cung cap thong tin day du tren bao bi .206 3 97 .892 ANOVA Sum of Squares df Mean Square F Sig. mau ma, bao bi, nhan mac an tuong de phan biet voi cac thuong hieu khac tren thi truong Between Groups .525 3 .175 .701 .554 Within Groups 24.227 97 .250 Total 24.752 100 hinh dang dep, kich co phu hop voi nguoi tieu dung Between Groups .172 3 .057 .243 .866 Within Groups 22.818 97 .235 Total 22.990 100 da dang ve dung tich Between Groups .287 3 .096 .458 .712 Within Groups 20.287 97 .209 Total 20.574 100 san pham co chat luong cao, dat tieu chuan chat luong ISO 9001:2000 Between Groups .845 3 .282 1.470 .227 Within Groups 18.581 97 .192 Total 19.426 100 cung cap thong tin day du tren bao bi Between Groups .433 3 .144 .570 .636 Within Groups 24.557 97 .253 Total 24.990 100Trư ờ g Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 143 Phụ lục 4.2: Đánh giá về chính sách giá Kiểm định One - sample T- test One-Sample Statistics N Mean Std. Deviation Std. Error Mean gia it bien dong 101 4.13 .440 .044 gia ban san pham phu hop voi chat luong san pham 101 4.06 .420 .042 thong tin ve gia ca san pham ro rang 101 4.10 .480 .048 so voi cac san pham nuoc uong dong chai dang co mat tai Hue, thi gia ca cua Bach Ma khong cao lam 101 4.07 .406 .040 One-Sample Test Test Value = 3 t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference Lower Upper gia it bien dong 25.803 100 .000 1.129 1.04 1.22 gia ban san pham phu hop voi chat luong san pham 25.347 100 .000 1.059 .98 1.14 thong tin ve gia ca san pham ro rang 23.025 100 .000 1.099 1.00 1.19 so voi cac san pham nuoc uong dong chai dang co mat tai Hue, thi gia ca cua Bach Ma khong cao lam 26.444 100 .000 1.069 .99 1.15 Kiểm định ANOVA - Theo giới tính Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. gia it bien dong 2.449 1 99 .121 gia ban san pham phu hop voi chat luong san pham .275 1 99 .601 thong tin ve gia ca san pham ro rang .006 1 99 .941 so voi cac san pham nuoc uong dong chai dang co mat tai Hue, thi gia ca cua Bach Ma khong cao lam .239 1 99 .626 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 144 ANOVA Sum of Squares df Mean Square F Sig. gia it bien dong Between Groups .001 1 .001 .003 .960 Within Groups 19.326 99 .195 Total 19.327 100 gia ban san pham phu hop voi chat luong san pham Between Groups .003 1 .003 .016 .901 Within Groups 17.641 99 .178 Total 17.644 100 thong tin ve gia ca san pham ro rang Between Groups .131 1 .131 .567 .453 Within Groups 22.879 99 .231 Total 23.010 100 so voi cac san pham nuoc uong dong chai dang co mat tai Hue, thi gia ca cua Bach Ma khong cao lam Between Groups .006 1 .006 .034 .854 Within Groups 16.509 99 .167 Total 16.515 100 - Theo độ tuổi Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. gia it bien dong 1.200 3 97 .314 gia ban san pham phu hop voi chat luong san pham 1.813 3 97 .150 thong tin ve gia ca san pham ro rang .107 3 97 .956 so voi cac san pham nuoc uong dong chai dang co mat tai Hue, thi gia ca cua Bach Ma khong cao lam 1.356 3 97 .261 ANOVA Sum of Squares df Mean Square F Sig. gia it bien dong Between Groups .147 3 .049 .247 .863 Within Groups 19.180 97 .198 Total 19.327 100 gia ban san pham phu hop voi chat luong san pham Between Groups .300 3 .100 .560 .643 Within Groups 17.343 97 .179 Total 17.644 100 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 145 thong tin ve gia ca san pham ro rang Between Groups .407 3 .136 .582 .628 Within Groups 22.603 97 .233 Total 23.010 100 so voi cac san pham nuoc uong dong chai dang co mat tai Hue, thi gia ca cua Bach Ma khong cao lam Between Groups .530 3 .177 1.073 .364 Within Groups 15.985 97 .165 Total 16.515 100 - Theo thu nhập Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. gia it bien dong 1.557 3 97 .205 gia ban san pham phu hop voi chat luong san pham 1.318 3 97 .273 thong tin ve gia ca san pham ro rang .507 3 97 .678 so voi cac san pham nuoc uong dong chai dang co mat tai Hue, thi gia ca cua Bach Ma khong cao lam 1.387 3 97 .251 ANOVA Sum of Squares df Mean Square F Sig. gia it bien dong Between Groups .415 3 .138 .709 .549 Within Groups 18.912 97 .195 Total 19.327 100 gia ban san pham phu hop voi chat luong san pham Between Groups .877 3 .292 1.692 .174 Within Groups 16.766 97 .173 Total 17.644 100 thong tin ve gia ca san pham ro rang Between Groups .174 3 .058 .247 .864 Within Groups 22.836 97 .235 Total 23.010 100 so voi cac san pham nuoc uong dong chai dang co mat tai Hue, thi gia ca cua Bach Ma khong cao lam Between Groups .519 3 .173 1.050 .374 Within Groups 15.996 97 .165 Total 16.515 100 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 146 Phụ lục 4.3: Đánh giá về chính sách phân phối Kiểm định One - sample T- test One-Sample Statistics N Mean Std. Deviation Std. Error Mean y kien ve muc phi 52 4.06 .235 .033 One-Sample Test Test Value = 3 t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference Lower Upper y kien ve muc phi 32.396 51 .000 1.058 .99 1.12 One-Sample Statistics N Mean Std. Deviation Std. Error Mean de dang khi mua san pham tai cac dai ly lon nho tren thi truong Thua Thien Hue 101 3.93 .495 .049 de dang thay san pham co ban tai cac cua hang nho le tren thi truong Thua Thien Hue 101 3.92 .483 .048 de dang thay san pham tai cac quan ca phe, nha hang, khach san 101 3.77 .546 .054 kha nang dap ung kip thoi nhu cau cua cac diem ban tot 101 3.87 .365 .036 One-Sample Test Test Value = 3 t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference Lower Upper de dang khi mua san pham tai cac dai ly lon nho tren thi truong Thua Thien Hue 18.891 100 .000 .931 .83 1.03 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 147 de dang thay san pham co ban tai cac cua hang nho le tren thi truong Thua Thien Hue 19.144 100 .000 .921 .83 1.02 de dang thay san pham tai cac quan ca phe, nha hang, khach san 14.227 100 .000 .772 .66 .88 kha nang dap ung kip thoi nhu cau cua cac diem ban tot 23.986 100 .000 .871 .80 .94 Kiểm định ANOVA - Theo giới tính Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. de dang khi mua san pham tai cac dai ly lon nho tren thi truong Thua Thien Hue 12.974 1 99 .000 de dang thay san pham co ban tai cac cua hang nho le tren thi truong Thua Thien Hue 16.329 1 99 .000 de dang thay san pham tai cac quan ca phe, nha hang, khach san 11.513 1 99 .001 kha nang dap ung kip thoi nhu cau cua cac diem ban tot 16.991 1 99 .000 ANOVA Sum of Squares df Mean Square F Sig. de dang khi mua san pham tai cac dai ly lon nho tren thi truong Thua Thien Hue Between Groups 1.215 1 1.215 5.162 .025 Within Groups 23.300 99 .235 Total 24.515 100 de dang thay san pham co ban tai cac cua hang nho le tren thi truong Thua Thien Hue Between Groups 1.051 1 1.051 4.661 .033 Within Groups 22.316 99 .225 Total 23.366 100 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 148 de dang thay san pham tai cac quan ca phe, nha hang, khach san Between Groups 1.206 1 1.206 4.181 .044 Within Groups 28.556 99 .288 Total 29.762 100 kha nang dap ung kip thoi nhu cau cua cac diem ban tot Between Groups .712 1 .712 5.590 .020 Within Groups 12.614 99 .127 Total 13.327 100 - Theo độ tuổi Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. de dang khi mua san pham tai cac dai ly lon nho tren thi truong Thua Thien Hue .778 3 97 .509 de dang thay san pham co ban tai cac cua hang nho le tren thi truong Thua Thien Hue .781 3 97 .507 de dang thay san pham tai cac quan ca phe, nha hang, khach san .144 3 97 .933 kha nang dap ung kip thoi nhu cau cua cac diem ban tot 2.111 3 97 .104 ANOVA Sum of Squares df Mean Square F Sig. de dang khi mua san pham tai cac dai ly lon nho tren thi truong Thua Thien Hue Between Groups .249 3 .083 .331 .803 Within Groups 24.266 97 .250 Total 24.515 100 de dang thay san pham co ban tai cac cua hang nho le tren thi truong Thua Thien Hue Between Groups .684 3 .228 .975 .408 Within Groups 22.682 97 .234 Total 23.366 100 de dang thay san pham tai cac quan ca phe, nha hang, khach san Between Groups .543 3 .181 .601 .616 Within Groups 29.219 97 .301 Total 29.762 100 kha nang dap ung kip thoi Between Groups .060 3 .020 .147 .931 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 149 nhu cau cua cac diem ban tot Within Groups 13.266 97 .137 Total 13.327 100 - Theo thu nhập Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. de dang khi mua san pham tai cac dai ly lon nho tren thi truong Thua Thien Hue 1.231 3 97 .303 de dang thay san pham co ban tai cac cua hang nho le tren thi truong Thua Thien Hue 1.229 3 97 .303 de dang thay san pham tai cac quan ca phe, nha hang, khach san .498 3 97 .684 kha nang dap ung kip thoi nhu cau cua cac diem ban tot 5.946 3 97 .001 ANOVA Sum of Squares df Mean Square F Sig. de dang khi mua san pham tai cac dai ly lon nho tren thi truong Thua Thien Hue Between Groups .341 3 .114 .457 .713 Within Groups 24.173 97 .249 Total 24.515 100 de dang thay san pham co ban tai cac cua hang nho le tren thi truong Thua Thien Hue Between Groups .378 3 .126 .532 .662 Within Groups 22.988 97 .237 Total 23.366 100 de dang thay san pham tai cac quan ca phe, nha hang, khach san Between Groups 1.707 3 .569 1.968 .124 Within Groups 28.055 97 .289 Total 29.762 100 kha nang dap ung kip thoi nhu cau cua cac diem ban tot Between Groups .476 3 .159 1.198 .315 Within Groups 12.851 97 .132 Total 13.327 100 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 150 Phụ lục 4.4: Đánh giá về chính sách xúc tiến Kiểm định One - sample T- test One-Sample Statistics N Mean Std. Deviation Std. Error Mean cac chuong trinh quang cao, truyen thong thu hut 101 4.40 .492 .049 thuong to chuc cac chuong trinh ban hang, ho tro dai ly, phat nuoc mien phi toi nguoi tieu dung 101 4.34 .605 .060 cac chuong trinh khuyen mai duoc ap dung thuong xuyen 101 2.37 .703 .070 One-Sample Test Test Value = 3 t df Sig. (2- tailed) Mean Difference 95% Confidence Interval of the Difference Lower Upper cac chuong trinh quang cao, truyen thong thu hut 28.545 100 .000 1.396 1.30 1.49 thuong to chuc cac chuong trinh ban hang, ho tro dai ly, phat nuoc mien phi toi nguoi tieu dung 22.218 100 .000 1.337 1.22 1.46 cac chuong trinh khuyen mai duoc ap dung thuong xuyen -9.056 100 .000 -.634 -.77 -.49 Kiểm định ANOVA - Theo giới tính Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. cac chuong trinh quang cao, truyen thong thu hut .818 1 99 .368 thuong to chuc cac chuong trinh ban hang, ho tro dai ly, phat nuoc mien phi toi nguoi tieu dung .011 1 99 .918 cac chuong trinh khuyen mai duoc ap dung thuong xuyen .821 1 99 .367 Trư ờng Đạ i họ c K nh t ế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 151 ANOVA Sum of Squares df Mean Square F Sig. cac chuong trinh quang cao, truyen thong thu hut Between Groups .046 1 .046 .191 .663 Within Groups 24.112 99 .244 Total 24.158 100 thuong to chuc cac chuong trinh ban hang, ho tro dai ly, phat nuoc mien phi toi nguoi tieu dung Between Groups .329 1 .329 .899 .345 Within Groups 36.226 99 .366 Total 36.554 100 cac chuong trinh khuyen mai duoc ap dung thuong xuyen Between Groups .156 1 .156 .313 .577 Within Groups 49.290 99 .498 Total 49.446 100 - Theo độ tuổi Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. cac chuong trinh quang cao, truyen thong thu hut 2.106 3 97 .104 thuong to chuc cac chuong trinh ban hang, ho tro dai ly, phat nuoc mien phi toi nguoi tieu dung 1.148 3 97 .334 cac chuong trinh khuyen mai duoc ap dung thuong xuyen .055 3 97 .983 ANOVA Sum of Squares df Mean Square F Sig. cac chuong trinh quang cao, truyen thong thu hut Between Groups .376 3 .125 .511 .676 Within Groups 23.783 97 .245 Total 24.158 100 thuong to chuc cac chuong trinh ban hang, ho tro dai ly, phat nuoc mien phi toi nguoi tieu dung Between Groups .724 3 .241 .654 .583 Within Groups 35.830 97 .369 Total 36.554 100 cac chuong trinh khuyen mai duoc ap dung thuong xuyen Between Groups .060 3 .020 .040 .989 Within Groups 49.385 97 .509 Total 49.446 100 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 152 - Theo thu nhập Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. cac chuong trinh quang cao, truyen thong thu hut 77.581 3 97 .000 thuong to chuc cac chuong trinh ban hang, ho tro dai ly, phat nuoc mien phi toi nguoi tieu dung .108 3 97 .955 cac chuong trinh khuyen mai duoc ap dung thuong xuyen 10.550 3 97 .000 ANOVA Sum of Squares df Mean Square F Sig. cac chuong trinh quang cao, truyen thong thu hut Between Groups 1.853 3 .618 2.685 .051 Within Groups 22.306 97 .230 Total 24.158 100 thuong to chuc cac chuong trinh ban hang, ho tro dai ly, phat nuoc mien phi toi nguoi tieu dung Between Groups 4.827 3 1.609 4.919 .003 Within Groups 31.727 97 .327 Total 36.554 100 cac chuong trinh khuyen mai duoc ap dung thuong xuyen Between Groups 4.159 3 1.386 2.970 .036 Within Groups 45.286 97 .467 Total 49.446 100 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 153 Phụ lục 4.5: Đánh giá tổng quát về sản phẩm Kiểm định One - sample T- test One-Sample Statistics N Mean Std. Deviation Std. Error Mean mot cach tong quat danh gia nhu the nao ve san pham 101 3.94 .238 .024 One-Sample Test Test Value = 3 t df Sig. (2- tailed) Mean Difference 95% Confidence Interval of the Difference Lower Upper mot cach tong quat danh gia nhu the nao ve san pham 39.791 100 .000 .941 .89 .99 Phụ lục 4.6: Ý kiến đề xuất của khách hàng cá nhân Frequency Table (Bảng tần suất) cai tien ve chat luong, hinh dang, bao bi, nhan mac Frequency Percent Valid Percent Cumulative Percent Valid co 62 44.3 61.4 61.4 khong 39 27.9 38.6 100.0 Total 101 72.1 100.0 Missing khong tra loi 39 27.9 Total 140 100.0 mo rong he thong cac diem ban Frequency Percent Valid Percent Cumulative Percent Valid co 93 66.4 92.1 92.1 khong 8 5.7 7.9 100.0 Total 101 72.1 100.0 Missing khong tra loi 39 27.9 Total 140 100.0 tang cuong cac chuong trinh quang cao Frequency Percent Valid Percent Cumulative Percent Valid co 84 60.0 83.2 83.2 khong 17 12.1 16.8 100.0 Total 101 72.1 100.0 Missing khong tra loi 39 27.9 Total 140 100.0 y kien khac Trư ờng Đạ i họ c K in tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 154 Frequency Percent Valid Percent Cumulative Percent Valid co 3 2.1 3.0 3.0 khong 98 70.0 97.0 100.0 Total 101 72.1 100.0 Missing khong tra loi 39 27.9 Total 140 100.0 y kien khac Frequency Percent Valid Percent Cumulative Percent Valid nen can nhac lai ve gia 1 .7 33.3 33.3 lau lau nen co chuong trinh khuyen mai cho khach hang 1 .7 33.3 66.7 nen co chuong trinh khuyen mai 1 .7 33.3 100.0 Total 3 2.1 100.0 Missing khong tra loi 137 97.9 Total 140 100.0 II. ĐỐI VỚI ĐẠI LÝ Phụ lục 4.5: Đánh giá về chính sách sản phẩm Kiểm định One - sample T- test One-Sample Statistics N Mean Std. Deviation Std. Error Mean san pham chat luong 165 4.26 .454 .035 mau ma, bao bi, nhan mac an tuong 165 4.04 .299 .023 hinh dang dep, vua tam co 165 4.03 .280 .022 da dang ve dung tich 165 4.38 .487 .038 duoc dong goi can than 165 4.08 .389 .030 dam bao suc khoe cho nguoi tieu dung 165 4.28 .453 .035 thong tin tren bao bi san pham day du 165 4.13 .421 .033 One-Sample Test Test Value = 3 T df Sig. (2- tailed) Mean Difference 95% Confidence Interval of the Difference Lower Upper san pham chat luong 35.672 164 .000 1.261 1.19 1.33 mau ma, bao bi, nhan mac an tuong 44.720 164 .000 1.042 1.00 1.09 hinh dang dep, vua tam co 47.283 164 .000 1.030 .99 1.07 da dang ve dung tich 36.424 164 .000 1.382 1.31 1.46 duoc dong goi can than 35.826 164 .000 1.085 1.03 1.14 dam bao suc khoe cho nguoi tieu dung 36.456 164 .000 1.285 1.22 1.35 thong tin tren bao bi san pham day du 34.580 164 .000 1.133 1.07 1.20 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 155 Kiểm định ANOVA - Theo thời gian kinh doanh Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. san pham chat luong 2.299 4 160 .061 mau ma, bao bi, nhan mac an tuong .942 4 160 .441 hinh dang dep, vua tam co .731 4 160 .572 da dang ve dung tich 35.159 4 160 .000 duoc dong goi can than 2.259 4 160 .065 dam bao suc khoe cho nguoi tieu dung 11.234 4 160 .000 thong tin tren bao bi san pham day du 3.208 4 160 .014 ANOVA Sum of Squares df Mean Square F Sig. san pham chat luong Between Groups .289 4 .072 .346 .847 Within Groups 33.504 160 .209 Total 33.794 164 mau ma, bao bi, nhan mac an tuong Between Groups .065 4 .016 .178 .950 Within Groups 14.638 160 .091 Total 14.703 164 hinh dang dep, vua tam co Between Groups .021 4 .005 .064 .992 Within Groups 12.828 160 .080 Total 12.848 164 da dang ve dung tich Between Groups 1.939 4 .485 2.096 .084 Within Groups 37.007 160 .231 Total 38.945 164 duoc dong goi can than Between Groups .124 4 .031 .200 .938 Within Groups 24.688 160 .154 Total 24.812 164 dam bao suc khoe cho nguoi tieu dung Between Groups 1.515 4 .379 1.888 .115 Within Groups 32.097 160 .201 Total 33.612 164 thong tin tren bao bi san pham day du Between Groups .264 4 .066 .367 .832 Within Groups 28.802 160 .180 Total 29.067 164 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 156 Phụ lục 4.6: Đánh giá về chính sách giá Kiểm định One - sample T- test One-Sample Statistics N Mean Std. Deviation Std. Error Mean gia rat it bien dong 165 4.32 .466 .036 gia ca hop ly 165 4.20 .431 .034 so voi cac doi thu thi gia nhu vay la co the canh tranh tot 165 4.12 .433 .034 chiet khau gia hap dan 165 4.10 .509 .040 One-Sample Test Test Value = 3 T df Sig. (2- tailed) Mean Difference 95% Confidence Interval of the Difference Lower Upper gia rat it bien dong 36.253 164 .000 1.315 1.24 1.39 gia ca hop ly 35.802 164 .000 1.200 1.13 1.27 so voi cac doi thu thi gia nhu vay la co the canh tranh tot 33.047 164 .000 1.115 1.05 1.18 chiet khau gia hap dan 27.697 164 .000 1.097 1.02 1.18 Kiểm định ANOVA - Theo thời gian kinh doanh Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. gia rat it bien dong 4.609 4 160 .002 gia ca hop ly 2.056 4 160 .089 so voi cac doi thu thi gia nhu vay la co the canh tranh tot .762 4 160 .552 chiet khau gia hap dan .397 4 160 .810 ANOVA Sum of Squares df Mean Square F Sig. gia rat it bien dong Between Groups .623 4 .156 .712 .585 Within Groups 34.989 160 .219 Total 35.612 164 gia ca hop ly Between Groups .335 4 .084 .446 .775 Within Groups 30.065 160 .188 Total 30.400 164 Trư ờng Đại học Kin h tế Hu ế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 157 so voi cac doi thu thi gia nhu vay la co the canh tranh tot Between Groups 1.556 4 .389 2.128 .080 Within Groups 29.256 160 .183 Total 30.812 164 chiet khau gia hap dan Between Groups .990 4 .248 .955 .434 Within Groups 41.458 160 .259 Total 42.448 164 Phụ lục 4.7: Đánh giá về chính sách phân phối Kiểm định One - sample T- test One-Sample Statistics N Mean Std. Deviation Std. Error Mean luon dap ung chinh xac don dat hang theo yeu cau cua dai ly ve so luong 165 4.21 .425 .033 giao hang dung dia diem ma dai ly yeu cau 165 4.20 .416 .032 hang hoa duoc giao khong bi hu hong 165 4.07 .391 .030 thu tuc hoa don duoc thanh toan nhanh chong 165 4.13 .401 .031 co phuong tien ho tro viec van chuyen cho dai ly 165 4.22 .433 .034 co chinh sach doi tra hop ly 165 4.21 .410 .032 One-Sample Test Test Value = 3 t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference Lower Upper luon dap ung chinh xac don dat hang theo yeu cau cua dai ly ve so luong 36.664 164 .000 1.212 1.15 1.28 giao hang dung dia diem ma dai ly yeu cau 37.041 164 .000 1.200 1.14 1.26 hang hoa duoc giao khong bi hu hong 35.203 164 .000 1.073 1.01 1.13 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 158 thu tuc hoa don duoc thanh toan nhanh chong 36.140 164 .000 1.127 1.07 1.19 co phuong tien ho tro viec van chuyen cho dai ly 36.345 164 .000 1.224 1.16 1.29 co chinh sach doi tra hop ly 37.970 164 .000 1.212 1.15 1.28 Kiểm định ANOVA Theo thời gian kinh doanh Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. luon dap ung chinh xac don dat hang theo yeu cau cua dai ly ve so luong 1.117 4 160 .350 giao hang dung dia diem ma dai ly yeu cau 6.272 4 160 .000 hang hoa duoc giao khong bi hu hong 3.589 4 160 .008 thu tuc hoa don duoc thanh toan nhanh chong 5.011 4 160 .001 co phuong tien ho tro viec van chuyen cho dai ly 2.343 4 160 .057 co chinh sach doi tra hop ly .635 4 160 .638 ANOVA Sum of Squares df Mean Square F Sig. luon dap ung chinh xac don dat hang theo yeu cau cua dai ly ve so luong Between Groups 1.123 4 .281 1.578 .183 Within Groups 28.453 160 .178 Total 29.576 164 giao hang dung dia diem ma dai ly yeu cau Between Groups .744 4 .186 1.075 .371 Within Groups 27.656 160 .173 Total 28.400 164 hang hoa duoc giao khong bi hu hong Between Groups 1.559 4 .390 2.645 .036 Within Groups 23.569 160 .147 Total 25.127 164 thu tuc hoa don duoc thanh toan nhanh chong Between Groups .530 4 .132 .821 .513 Within Groups 25.798 160 .161 Total 26.327 164 co phuong tien ho tro viec Between Groups 1.316 4 .329 1.792 .133 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 159 van chuyen cho dai ly Within Groups 29.387 160 .184 Total 30.703 164 co chinh sach doi tra hop ly Between Groups .091 4 .023 .132 .971 Within Groups 27.485 160 .172 Total 27.576 164 Phụ lục 4.8: Đánh giá về chính sách xúc tiến - Chinh sach cua Xi nghiep Kiểm định One - sample T- test One-Sample Statistics N Mean Std. Deviation Std. Error Mean co that su hai long voi chinh sach 165 4.07 .260 .020 One-Sample Test Test Value = 3 T df Sig. (2- tailed) Mean Difference 95% Confidence Interval of the Difference Lower Upper co that su hai long voi chinh sach 52.900 164 .000 1.073 1.03 1.11 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 160 One-Sample Statistics N Mean Std. Deviation Std. Error Mean thuong xuyen co cac chuong trinh khuyen mai hap dan theo thang, theo quy,... 165 4.18 .573 .045 thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang 165 4.16 .573 .045 co cac chuong trinh ho tro ban hang kip thoi cho cac dai ly (bang hieu...) 165 2.25 .711 .055 co cac chuong trinh ho tro dai ly tim ra cac nha ban le cho dai ly 165 2.14 .562 .044 One-Sample Test Test Value = 3 T df Sig. (2- tailed) Mean Difference 95% Confidence Interval of the Difference Lower Upper thuong xuyen co cac chuong trinh khuyen mai hap dan theo thang, theo quy,... 26.344 164 .000 1.176 1.09 1.26 thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang 25.936 164 .000 1.158 1.07 1.25 co cac chuong trinh ho tro ban hang kip thoi cho cac dai ly (bang hieu...) -13.585 164 .000 -.752 -.86 -.64 co cac chuong trinh ho tro dai ly tim ra cac nha ban le cho dai ly -19.671 164 .000 -.861 -.95 -.77 Kiểm định ANOVA Theo thời gian kinh doanh Test of Homogeneity of Variances Levene Statistic df1 df2 Sig. thuong xuyen co cac chuong trinh khuyen mai hap dan theo thang, theo quy,... 1.999 4 160 .097 thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang 1.931 4 160 .108 Trư ờng Đạ i họ c K i h tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 161 co cac chuong trinh ho tro ban hang kip thoi cho cac dai ly (bang hieu...) 8.963 4 160 .000 co cac chuong trinh ho tro dai ly tim ra cac nha ban le cho dai ly 10.281 4 160 .000 ANOVA Sum of Squares df Mean Square F Sig. thuong xuyen co cac chuong trinh khuyen mai hap dan theo thang, theo quy,... Between Groups 4.038 4 1.010 3.239 .014 Within Groups 49.865 160 .312 Total 53.903 164 thong tin ve cac chuong trinh khuyen mai duoc cong bo ro rang Between Groups 4.245 4 1.061 3.419 .010 Within Groups 49.658 160 .310 Total 53.903 164 co cac chuong trinh ho tro ban hang kip thoi cho cac dai ly (bang hieu...) Between Groups 3.491 4 .873 1.760 .139 Within Groups 79.321 160 .496 Total 82.812 164 co cac chuong trinh ho tro dai ly tim ra cac nha ban le cho dai ly Between Groups 2.600 4 .650 2.114 .082 Within Groups 49.194 160 .307 Total 51.794 164 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 162 Phụ lục 4.9: Đánh giá tổng quát về chính sách marketing Kiểm định One - sample T- test One-Sample Statistics N Mean Std. Deviation Std. Error Mean mot cach tong quat anh/chi co that su hai long voi cac chinh sach marketing 165 3.77 .477 .037 One-Sample Test Test Value = 3 T df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the Difference Lower Upper mot cach tong quat anh/chi co that su hai long voi cac chinh sach marketing 20.746 164 .000 .770 .70 .84 Trư ờng Đạ i họ c K inh tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 163 Phụ lục 4.10: Ý kiến, đề xuất của đại lý Frequency Table (Bảng tần suất) thuong xuyen ho tro cho dai ly ve cac cong cu quang cao Frequency Percent Valid Percent Cumulative Percent Valid co 146 88.5 88.5 88.5 khong 19 11.5 11.5 100.0 Total 165 100.0 100.0 nen co cac chuong trinh khuyen mai hap dan hon Frequency Percent Valid Percent Cumulative Percent Valid co 134 81.2 81.2 81.2 khong 31 18.8 18.8 100.0 Total 165 100.0 100.0 to chuc hoi nghi tri an khach hang va khen thuong Frequency Percent Valid Percent Cumulative Percent Valid co 69 41.8 41.8 41.8 khong 96 58.2 58.2 100.0 Total 165 100.0 100.0 cai tien ve mau ma, chat lieu dong goi tot hon Frequency Percent Valid Percent Cumulative Percent Valid co 45 27.3 27.3 27.3 khong 120 72.7 72.7 100.0 Total 165 100.0 100.0 y kien khac Frequency Percent Valid Percent Cumulative Percent Valid co 13 7.9 7.9 7.9 khong 152 92.1 92.1 100.0 Total 165 100.0 100.0 Trư ờng Đạ i họ c K i h tế H uế Khóa luận tốt nghiệp GVHD: TS.Hồ Thị Hương Lan SVTH: Nguyễn Thị Hải Vân 164 y kien khac Frequency Percent Valid Percent Cumulative Percent Valid co gang dam bao thoi gian giao hang 1 .6 7.7 7.7 co gang khong de hut hang 1 .6 7.7 15.4 dap ung kip thoi nhu cau dai ly 1 .6 7.7 23.1 dap ung tot yeu cau cua dai ly 1 .6 7.7 30.8 dap ung yeu cau cua dai ly 1 .6 7.7 38.5 ho tro bang hieu cho dai ly 2 1.2 15.4 53.8 ho tro dai ly ban hang 1 .6 7.7 61.5 ho tro dai ly tim khach hang 1 .6 7.7 69.2 nen cho bang hieu 1 .6 7.7 76.9 nhan vien ban hang co gang giup dai ly dua nhung de xuat len Xi nghiep 1 .6 7.7 84.6 tiep thu y kien cua khach hang 2 1.2 15.4 100.0 Total 13 7.9 100.0 Missing khong tra loi 152 92.1 Total 165 100.0 Trư ờng Đạ i họ c K inh tế H uế