Phân tích vị thế cạnh tranh của hàng tiêu dùng nội trong các siêu thị tại TP. Hồ Chí Minh - nghiên cứu hàng dệt may Việt Nam

TRUONG D�I HOC Md THANH PHO HO CHI MINH

KHOA QUAN TRl KINH DOANH

TRllONG DAI HQC MO

THANH PHi> 1t6 CHi MINH

TRAN CO IDEN

MSSV: 1454010091

CHUYEN DE THUC TAP TOT NGHIEP

. . .

nJ tai: PHAN TicH VJ THE c�H TRANH ciJA HANG TIEU DUNG 1

TRONG cAc SIEU THJ T�I TP. HO CHi MINH -

NGHIEN CUU HA.NG DtT MAY Vl¢T NAM.

Nganh : Quan tri kinh doanh

Chuyen nganh : Quan tri Marketing

GVhuongdfin : Th.s Nguy�n Thi Minh Mfin

TP. H6 Chi Minh, thang 12 nam 2017

Ml}C Ll}C

ChrrO'ng 1: TONG QUAN DE TAI NGIDEN , cuu ............................................................ 2

1.1.

1.2.

1.3.

1.4.

1.5.

1.6.

G

• ,, tbi" A

;,.. I 01 �U ue t'' aJ ••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 2

M ye t'" 1eu ng hi" en ctru ' ................................................................................................ . 3

D

J.

01 , t uqng va p ' h ,m 'VI · ng hi" en cuu ' ......................................................................... . 3

Phtrwng ph3.p nghien Cuu ......................................................................................... 4

Y ngbi a th.,.c ti �n cii.a d� t3.i ••.•.•......••...••...•.•.....•.••..•••••.•....••.•.....•.•••••....•......•....•.•.• 4

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.n..e t 1. c au b'' a1b' ao c ao ' .................................................................................................. . 5

ChrrO'ng 2: ca so LY THUYET- MO HINH NGHIEN cuu ....................................... 6

2.1. T6ng quan thj trrrcrng hang tieu dung tip Vi�t Nam .......................................... 6

2.1.1. T6ng quan nganh hang tieu dung t�li Vi�t Nam ............................................. 6

2.1.2. Th\J'C tqmg thj trrrimg hang tieu dung n(>i t,i Vi�t Nam ............................. 7

2.2. T6ng quan v� thj trrrimg d�t may t,i Vi�t Nam ................................................. 9

2.2.1. T6ng quan nganh hang d�t may t,i Vi�t Nam ............................................... 9

2.2.2. Th\J'C tr,ng thj trrrimg hang d�t may t,i Vi�t Nam ..................................... 10

2.3. cac kh8i ni em ........................................................................................................... 12

2.3.1. Khai ni�m v� ngitnh d�t may ............................................................................ 12

2.3.1.1 DJc di�m ........................................................................................................... 13

2.3.1.2 Phin 10,i ........................................................................................................... 15

2.3.2. Kh3.i nifm c,nh tranh ........................................................................................ 16

2 4 C' I ' th J.t " ' di h AJ.

. '. h

'

. . ac y uye ve y ,n mua uo1 v01 ang nQI "' .................................................. . 17

2.4.1. Y djnh mua ciia ngtroi ti.en dllng ..................•.................................................. 17

2.4.2. Ly thuy�t hanh vi hQ'p ly (TRA) va hanh vi co k� ho,ch (TPB) ............... 18

2.4.3. Quan di�m v� hitng nQi t,i Vift Nam ............................................................. 23

2.5. MO hinh IY thuy�t .................................................................................................... 24

2.5.1. Cac khai ni�m drrQ·c sfr dy.ng trong mo hinh ly thuy�t. .............................. 24

2.5.1.1 Tinh vj chiing tieu dllng ................................................................................ 24

2.5.1.2 Ngu6n g6c xuit xu .......................................................................................... 25

2.5.1.3 Sv thi�n cam .................................................................................................... 27

2.5.1.4 Gia trj cam nh"n ............................................................................................. 27

2.5.1.5 Nh8n khiu hqc ................................................................................................ 28

2.5.1.6 Nh6m tham kh8o ............................................................................................ 29

111

2.5.1. 7 Y dj nh m ua ....................................................................................................... 29

2.5�2.

2.5.3�

2.�.4.

cac mO hinh IY thuy�t ........................................................................................ 30

C, hi" , t, ;1.d,1.

ac ng enc1111 ruO'c ve e t''}'" a1 1enquan ..................................................... . 31

MO hinh nghi@n cll"u d� ngh.j ............................................................................. 32

ChtrO'ng 3: PHUONG PH.AP NGHIEN , cuu .................................................................... 33

3.1. Quy trinh nghien CtrU •••••••••••••.•.•.•.•.•.••.•.•.•••.•.••••.••.•••••••••.•.••••.•.•..•••••...•.••.•.•.•.••••••. 33

3.2. Thi�t k� nghien cfru ................................................................................................ 35

3.2.1. Thi�t k� miu ........................................................................................................ 35

3.2.2. PhtrO'ng ph8p chqn min .................................................................................... 35

3.2.3. Thang do ............................................................................................................... 36

3.2.3.1 Thi�t k� bing ciu hOi kh8o sat .................................................................... 42

3.2.3.2 Thu th@,p dfr li�u ............................................................................................. 43

3.3. Phtrcrng ph3.p xfr IY dfr lifu .................................................................................... 43

3.3.1. Phan tich h� sA tin c�y ....................................................................................... 43

3.3.2. Phin tich nhin t6 khB.m ph3. ............................................................................ 44

3.3.3. Phin tich nhin t6 khing dj.nb .......................................................................... 45

3.3.4. Ki�m djnh mo hlnh va gia thuy�t bing mo hlnh m�ng SEM ................... 46

TM LljJ: U THAM KI-IAO ........................................................................................•............. 4 7

IV