Nhận thức của người tiêu dùng ảnh hưởng tới liên tưởng thương hiệu và hành vi mua

TRUONG D�I HQC MO THANH PHO HO CHI MINH

KHOA QUAN TRl KINH DOANH

Bui Thi Phuong Loan

CHUYEN DE THUC TAP TOT NGHIEP

. . .

N�N THUC CUA NGUOI TIEU DUNG ANH HUONG TOI LIEN

TUONG THUONG Hl]::U VA HANH VI MUA: M(>T NGHIEN c(J'u

VE TAACH NHI]::M XA H(>I CUA CAC DO ANH NGHI]::P SU A

VI]::TNA M

TP. H6 Chi Minh, thang 1 nam 201 7

TRUONG D�I HQC MO THANH PHO HO CHI MINH

KHOA QUAN TRJ KINH DOANH

Bui Thi Phuong Loan

Ma so: ............... ..

CHUYEN DE THUC TAP TOT NGHIEP

. . .

N�N THUC CUA NGUOI TIEU DUNG ANH HUONG TOl

LIEN TUONG TRUONG HIEU VA HANH VI MUA: MOT

. .

NGHIEN cuu VE TRACH NHI�M XA HQI CUA cAc DOANH

NGHI�P SU A vntT NAM

Nganh: Quan tri kinh doanh

Chuyen nganh: Marketing

Giang vien hu&ng d�n: Th. S Trnong My Di�m

TP. H6 Chi Minh, thang 1 nam 201 7

Ml)C Ll)C

"Plli\.N 1. T6NG (?UAN \TE: f)E TAI ....................................................... 1

1.1 LY DO NGHIEN CUD ..................................................................................... 1

1.2 Ml)C 'TIEU NGHIEN CUD VA c.Au HOI NGHIEN c(ru ............................ 3

1.3 f)()I TlfQNG VA "PfIA.M VI NGHIEN CUD ................................................... 3

1.4 "PHUONG "PHA"P NG HIEN CUD ..................................................................... 3

1.5 Y NGHIA CUA f)E TAI ................................................................................... 4

1.6 KET cAu BAI BAo cAo ................................................................................ 5

"Plli\.N 2. co sd LY THlJYET v A B6I cANH NGHIEN cUD ...................... 7

2.1 TRA.CH NHI)::M XA H()I CUA DOANH NGHI:$"P ........................................ 7

2.1.1 Khai ni�m trach nhi�m xa h9i cua doanh nghi�p (CSR) ............................. 7

2.1.2 T�m quan tr911g cua trach nhi?m xa h9i doanh nghi�p (CSR) .................... 9

2.1.3 Cac thanh ph�n trach nhi?m xa h9i cua doanh nghi?p (CSR) .................. 12

2.2 NHAN THVC .................................................................................................. 18

" u' HU -

2.3 LIEN T ONG T ONG Hreu ..................................................................... 20

2.4 HANH VI MlJA .............................................................................................. 21

2.5 KHAo LVQc cAc NGHIEN cUD LIEN (?UAN ........................................ 23

2.6 cAc GIA THlJYET ........................................................................................ 30

2.6.1 Nh�n thu:c vS CSR va lien tu&ng thmmg hi?u .......................................... 30

2 6 2 L.

" t , th·" h'" ' l ' h .

. . 1en uang uO'ng I(;!U va mn v1 mua ................................................. .. 31

2.7 M6 HINH NGHIEN c(ru f)E xuAT ............................................................ 32

2.8 TOM TAT ........................................................................................................ 32

"PHAN 3. B6I cANH TffiJC HIBN csR TAI VIBT NAM ............................ 33

3.1 KHAI NIBM SUA ........................................................................................... 33

3.2 TONG QUAN NG ANH SU A TAI VIBT NAM ............................................. 33

3.3 TH(JC TRANG CSR CUA cAc DOANH NGHIB"P SUA TAI VIBT NAM 35

"PHAN 4. "PHUONG PHA.P NGHIEN CUD .............................................. 39

4.1 QUY TRINH NGHIEN CU'U .......................................................................... 39

4.2 PHUONG PHAP NGHIEN c(r

u ............................................................ , ...... 39

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4.2.1 Phuang phap nghien Clfll t�i ban ............................................................... 40

4.2.2 Phuo·ng phap nghien Clt'U thvc tL ............................................................. 40

4.3 XAY Dl)NG THANG DO .............................................................................. 41

4.3.1 Thang do nh�n tln'.rc vS CSR ..................................................................... 41

4.3.2 Thang do lien tu6ng thuang hi�u .............................................................. 43

4.3.3 Thang do hanh vi mua ............................................................................... 43

4.4 PHlfONG PHAP XU LY DU LI$U ............................................................... 44

4.4.1 Phan tich th6ng ke mo ta ........................................................................... 44

4.4.2 Ph�n tich Cronbach alpha .......................................................................... 44

4.4.3 Phan tich nhan t6 kham pha (EF A) ........................................................... 45

4.4.4 Phan tich nhan t6 khiing dinh (CF A) ........................................................ 45

4.4.5 Mo hinh d.u true tuySn tinh SEM ........ ............. - ........................................ 47

4.5 TOM TAT ........................................................................................................ 48

PHAN 5. PHAN TICH KET QUA NGHIEN CUU .................................... .49

5 .1 DAC DIEM MAU NG HIEN cuu ................................................................. 49

5.2 THONG KE MO TA ....................................................................................... 50

5.3 DANH GIA DO TIN CAY .............................................................................. 53

5 .4 PHAN Ti CH NHAN TO KHAM PHA EF A ................................................... 55

5.5 PHAN TICH NHAN TO KHANG DJNH CFA .............................................. 57

5.6 MO HINH SEM ............................................................................................... 58

PHAN 6. KET LUAN VA KIEN NGHJ. .................................................. 61

6.1 KETLUAN ...................................................................................................... 61

6.2 Y NGHIA VA HAM Y QUAN TRJ ................................................................ 62

6.3 HAN CHE CUA DE TAI ................................................................................ 62

PH1) L1)C A ....................................................................................... 64

PH1) L1)C B ....................................................................................... 72

TAI LI$U THAM KHA0 ............................. ·.......................................... 80

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DANH Ml)C HINH A.NH

Hinh 2.1: Mo hinh "kim tt,r thap" CSR ci'.1a Carroll (1991) ................................................ 13

Hinh 2.2: Mo hinh CSR ci'.ia Polonsky va Speed (2001) .................................................... 15

Hinh 2.3: Mo hinh CSR cua Dahlsrud (2006) .................................................................... 17

Hinh 2.4: Mo hinh harlh vi nguai tieu dung duqc Philip Kotler (2002) ............................ 22

Hinh 2.5: Mo hinh cua Rahizah Abd Rahim va c(mg sµ (2011) ........................................ 23

Hinh 2.6: Mo hinh cua Wong Sze Ki, Janice (2012) ......................................................... 25

Hinh 2.7: Mo hinh cua Nguy€n T§n Vu (2012) ................................................................. 26

Hinh 2.8 : Mo hinh nghien cuu cua Kaniya Pornpratang (2013) ....................................... 27

Hinh 2.9: Mo hinh cua Wu va Lin (2014) .......................................................................... 28

Hinh 2.10: Mo hinh nghien cuu dS xu§t.. ........................................................................... 32

Hinh 3.1: Tang tru6'ng, doanh thu nganh sfra Vi�t Nam .................................................... 34

Hinh 3.2: Ca c§u san luc;rng sfra ......................................................................................... 34

Hinh 4 .1 : Quy trinh nghien ClIU .......................................................................................... 3 9

Hinh 5.1: Cong ty sfra ......................................................................................................... 50

Hinh 5.2: Muc d9 SU dµng .................................................................................................. 51

Hinh 5.3: Muc d9 hai long .................................................................................................. 51

Hinh 5.4: Ngu6n thong tin .................................................................................................. 52

Hinh 5.5: Muc d9 quan tan1 ................................................................................................ 53

Hinh 5.6: Lien tu6'ng doanh nghi�p .................................................................................... 53

Hinh 5.7: KSt qua do luang CFA ....................................................................................... 58

Hinh 5.8: KSt qua ch<,ly mo hinh SEM ............................................................................... 60

Hinh 6.1: Nh�n thuc v� CSR .............................................................................................. 61

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DANH Ml)C BANG BIEU

Bang 2.1: T6ng hqp thanh ph.1n CSR ................................................................................. 30

Bang 4.1: Thang do nh�n thfrc v� CSR .............................................................................. 43

Bang 4.2: Thang do lien tuang thmmg hi?u ....................................................................... 43

Bang 4.3: Thang do hanh vi mua ........................................................................................ 44

B' 5 1 D� d''" ' nhA ' -x h' A

ang . : ?C 1em ca an cua mau ng ien cuu ' ........................................................... .. 50

Bang 5 .2: Phan tich d9 tin c�y ............................................................................................ 54

Bang 5.3: KSt qua phan tich EF A ....................................................................................... 56

Bang 5.4: CMIN ................................................................................................................. 57

Bang 5.5: M6i quan h? cac thanh ph�n CSR ...................................................................... 58

Bang 5.6: Ki@m dinh gia thuySt.. ........................................................................................ 59

V

PHAN 1. TONG QUAN VE DE TA.I

Ph§.n nay bao g6m cac ly do nghien ctru, 1111).C tieu nghien CU'U, d6i tuqng, ph?m vi nghien

CU'U, phUO'ng phap nghien CU'U, y nghi'a cua dS tai cung v6'i S\f gi6'i thi�u du true chinh ctla

bai bao Cao nghien CU'U.

1.1 LY DO NGHIEN CUU

Trach nhi�m xa h9i cua doanh nghi�p (CSR) v�n con la chu dS gay nhiSu tranh cai cho

cac nha nghien cuu, cac h9c gia, cac nha kinh tS trong nhiSu nam qua. Bowen, H.R (1953)

xac dinh CSR la trach nhi�m cua chu cac doanh nghi�p khong lam t6n h?i dSn cac quySn

va lqi ich cua nguai khac; chu doanh nghi?p phai c6 long tu thi�n va bu d�p nhung thi�t

h?i do doanh nghi�p rninh gay ra khi lam t6n h�i cho xa h9i. CSR con duqc hiSu la bao

g6m S\f mong dqi cua xa h9i vs kinh tS, lu�t phap, d?O due va long tu thi�n cua doanh

nghi�p t?i 1119t thai diSm nhfit dinh (Archie. B Carroll, 1979). Tuy nhien, cung c6 truang

phai cho r5.ng doanh nghi?p chi c6 1119t trach nhi�m duy nhfit, d6 la t6i da hoa lqi nhu�n,

lam tang gia tri cho nhfrng nguai O�i di�n Ja chu SO' hilu/cac c6 dong trong khuon kh6 lu�t

chai cua thi truang la c�nh tranh trung thvc va cong b5.ng (Milton Friedman, 1970). Ben

C?nh d6, ill?C du theo truong phai CSR cua Bowen va Carroll nhung m6i nha nghien CU'U

l?i c6 each l�p lu�n, xac dinh cac thanh ph§.n CSR khac nhau nhu 1116 hinh CSR cua

Polansky & Speed (2001), 1116 hinh CSR cua Dahlsrud (2006), ...

Nhu v�y, c6 thS n6i r5.ng, dSn thai diSm nay chua c6 m9t dinh nghfa th6ng nhfit nao vS

CSR. M6i chinh phu, t6 chuc, ca nhan a nhung qu6c gia khac nhau l?i ap d\lng khai ni�m

CSR khac nhau ph\l thu9c vao ph?m vi, diSu ki�n kinh tS - xa h9i, dijc trung va trinh d9

phat triSn cua qu6c gia d6 (Nguy�n Hu51nh Kim Ngan, 2013). Cau hoi dijt ra a day la t�i

Vi�t Nam truong phai CSR nao duqc chfip nh�n r9ng rai. M�t khac, cac thang do, cac

thanh ph§.n vs CSR da OU'Q'C cac nha nghien CU'U tren th� gi6'i tim ra va phat triSn li�u c6

phu hqp v6i b6i canh Vi�t Nam hi�n nay?

1

Ben c;;inh d6, XU hu6ng toan du hoa v6i S\l' gia nh?P cua cac doanh nghi�p 11U'O'C ngoai,

thi truang tieu dung l;;ii cang c;;inh tranh gay gi'.it. Va nguai tieu dung khong chi quan tam

dSn chfit luqng san phfim/dich V\l ma con coi trc,mg ca each thi.'.rc cac cong ty lam ra san

phfim/dich V\l do, CO than thi�n VO'i moi truo·ng sinh thai Va CQng d6ng, CO nhan 0;;10 Va

lanh m;;inh hay khong. Chinh vi V?Y, cac doanh nghi�p dn phai dap i.'.rng OUQ'C nhfrng quy

chufin khiit khe vs chfit luqng hang hoa va dich V\l, C6 thS thfiy, vi�c thvc hi�n trach

nhi�m xa h9i la ySu t6 rfit quan tr9ng quySt dinh S\l' thanh cong hay thfit b<;1i cua doanh

nghi�p. Va diSu nay da OU'Q'C nhiSu doanh nghi�p tren thS gi6i coi m<)t phuang cham dS

phat triSn bSn vfrng. Tuy nhien, d6i v6i cac doanh nghi�p t?i Vi�t Nam, vfin dS trach

nhi�m xa h9i v�n con kha m6i me va clma duqc quan tam dung lllll'C. C6 thS n6i r�ng,

chua bao gia cau chuy�n vs thµc phfim bfin, d;;io due doanh nghi�p l.;ti gay ph�n n9 ctsn

nhu V?Y· Tu vi�c cac CO' sa nh6 le SU dl,lng ngu6n hang khong r6 xufit XU, hSt h;;in, hu

hong; tiem cac lo.;ti thu6c co chua salbutamol gay ra biSn tuang vs m�t sue khoe; san xu&t

ruqu gia, tra gia ... cho dSn nhung thuang hi�u lan cung khong tranh khoi v&n ds nay: nhu

S\I ki�n phiSu gui xe trong ga ran Lotteria C�n Tha, C2 va R6ng do c6 ham luqng chi

vuqt qua muc cho phep, ... Va diSu dang bu6n han la kS tu nam 2008 dSn nay' nganh sfra

Vi�t Nam - nganh cung dp dinh du6'ng dn thiSt, giup Vi�t Nam cai thi�n v6c dang cung

nhiSu l�n chao dao tru6c nhfrng V\l be b6i nhu sfra chua ch.it melamine, sfra Dumex Gold

nhiSm khufin, Similac c6 nguy ca nhiSm d9c ...

Cac vfin dS neu tren la kSt qua cua vi�c ch;;iy theo lqi llliU?n, bfit chfip h?U qua, tuy nhien

nguyen nhan sau xa la do nl1?n thuc chua d�y du vS CSR cua cac ben lien quan (Ph;;im

Van Due, 2010 ), trong d6 c6 ca nguai tieu dung. Bai thvc chfit, doanh nghi�p lam ra san

phfim la dS cung dp cho nguai tieu dung. NSu nguo·i tieu dung nh�n thfrc vs CSR d�y du,

tu d6 thay d6i hanh vi mua (nghien cuu cua Rahim, 2011) thi li�u r�ng doanh nghi�p con

c6 thS tha O' v6'i trach 11hi�m xa h9i Va nhfrng truo·ng hqp nhu tren c6 con t6n t.;ti nhiSu

nhu V?Y kh6ng? Cho nen vi�c nghien cuu m6i quan h� gifra nh�n thuc cua nguai tieu

dung vs CSR va hanh vi mua la dn thiSt. Ben c;;inh do, tac gia chua tim thfiy nghien CU'U

nao vs CSR t.;ti Vi�t Nam trong b6i canh nganh sfra duqc cong b6. Do V?Y, dS tai "Nh�n

2

thrrc cua ngmri tieu dung anh hrrcrng toi lien ttrcrng thuo·ng hi�u va hanh vi mua: m<)t

nghien crru v� trach nhi�m xa h{H cua cac doanh nghi�p sfra Vi�t Nam'' duqc th\rc

hi�n nh�m lam phong phu them cac bai nghien cuu vb CSR t�i \(i�t Nam va nh�m giup

cac doanh nghi�p trong nganh sfra t�i Vi�t Nam c6 them C(J SO' trong vi�c do luang, theo

doi va kiSm soat hanh vi cua khach hang, tu do xay dvng cac chiSn luqc kinh doanh, gia

tang kha nang qmh tranh Clla doanh nghi�p tren thj truang.

1.2 Ml)C TIEU NGHIEN CUU VA CAU HOI NGHIEN CUU

Mvc tieu

- Xac dinh cac ySu t6 thu9c vb CSR anh huc'mg t6'i lien tuong thuang hi�u va hanh vi

mua cua nguai tieu dung trong nganh sfra.

- Do luang muc d9 nh�n thuc cua nguai tieu dung vb CSR.

- Do luc'mg muc d9 anh huang cua cac thanh ph�n CSR d6i v6i lien tuang thuang hi�u

va hanh vi mua cua nguai tieu dung.

Cau hoi ngbien CU'U

- Li�u ring nguai tieu dung c6 nh�n thuc duqc CSR hay khong?

YSu t6 nao thu9c vb CSR cua cac doanh nghi�p trong nganh sfra ma nguai tieu dung

quan tam?

Cac ySu t6 d6 anh huang nhu thS nao dSn lien tuang thuang hi�u va hanh vi mua cua

nguai tieu dung?

1.3 DOI TU()NG VA PH�M VI NG HIEN c(J'u

D6i tuqng nghien cuu: Nh�n thuc cua nguai tieu dtmg anh huang t6i lien tuang thuang

hi�u Va hanh Vi mua: lllQt nghien Cll'U v€ trach nhi�m xa h9i Cua cac doanh nghi�p sfra

Vi�tNam.

D6i tuqng khao sat: Khach hang mua cac san phJm sfra.

1.4 PHUONG PHA.P NGHIEN CUU

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