nghiÊn cỨu hÀnh vi ngƯỜi tiÊu dÙng viỆt nam
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NGHIN CU HNH VI NGI TIU DNG VIT NAM V XE MY PIAGGIO-VESPA
I.Xc nh vn nghin cu: 1. Tnh hung thc t: - Vit Nam c coi l quc gia c tim nng pht trin xe my vi nhu cu hng nm khong hai triu chic, quy m th trng c d on l cn tip tc tng trong 10 nm ti. Vi tim nng ny, th trng xe my Vit Nam ang c s hin din ca gn tt c cc nh sn xut xe my ln trn th gii. - Th trng xe my Vit Nam ang c nhiu thay i mnh m trong qu trnh thc hin cc cam kt vi WTO vi cc hip nh thng mi song phng nht l hip nh thng mi vi Trung Quc l : vic Vit nam cam kt m ca th trng xe my, cho php nhp khu cc dng xe my phn khi ln cao cp thng hiu ni ting c gi cao, xe phn khi ln c thit k a dng v gi r t Trung Quc; gi xe my v ph tng c xu hng gim theo l trnh ct gim thu nhp khu, vv.. - Trc tnh hnh cc nh qun tr ca hng PIAGGIO ang phi i mt vi vn l nhiu i th trong nc cng nh ngoi nc ang tranh dnh khch hng ca hng. Cc nh qun tr cn phi c bin php ci tin v a ra cc kiu dng xe my nhm tho mn s a dng v nhu cu s dng ca ngi tiu dng; nh xe mang phong cch n tnh, nam tnh; xe ph hp s dng thnh th, nng thn, vng cao; xe mang phong cch thi trang, xe theo ui tnh kinh t; xe th thao, xe mang phong cch tr, xe s dng nhiu mc ch, vv.. Cc nhu cu, hnh vi s dng khc nhau ny l mt trong vn cn c nghin cu thu ht c khch hng , cnh tranh vi cc i th trong ngnh.Chnh v vy m cc nh qun tr yu cu b phn nghin cu marketing tm hiu th hiu ca khch hng v xe my. thun tin cho vic nghin cu,trc tin nhm nghin cu s s dng phng php nghin cu nh tnh( c th l phng php quan st) nhm tm hiu hnh vi ngi tiu dng v xe my Piaggio-Vespa.T nhng d liu thu thp c s lm c s cho phng php nghin cu nh lng. 2.Vn nghin cu: - Phn tch hnh vi ca ngi tiu dng v xe my PIAGGIO-VESPA. - Ngoi ra d liu c c t phng php quan st lm c s cho cc nh nghin cu marketing khi thc hin nghin cu nh lng( Thit k bng cu hi) trong d n nghin cu nhu cu tiu dng xe my PIAGGIO-VESPA II.Mc tiu nghin cu: - Mc tiu ca cuc nghin cu quan st ny l nm c hnh vi s dng xe my ca ngi tiu dng trn ng ph vi cc c im v la tui, gii tnh, phong cch thi trang ca h gn vi chic xe my m h s dng, trong mt s trng hp c th quan st ngh nghip gn vi my h i.
III. Phng php thu thp thng tin: - Phng php thu thp thng tin trong cuc nghin cu ny l s dng phng php quan st bng mt thng v bng my nh trong iiu kin bnh thng trong c s h tr ca bng lit k hnh vi quan st. - Kt qu thu c s c dng lit k hnh vi quan st v nh chp. IV. i tng v a im quan st: - Cc c nhn s dng xe tay ga PIAGGIO-VESPA. - Cc ca hng, trung tm phn phi xe ca PIGGIO. - S lng quan st:10 - Thi gian quan st: 2 bui(sng, chiu), mi bui 4 ting. - a im quan st: cc ca hng xe my ti Nng v hnh vi s dng xe my trn cc tuyn ng chnh ca Nng( nh Phan Chu Trinh, Hong Diu, L Dun) V.Lp biu mu quan st:
BIU MU QUAN ST Ngi thc hin quan st :.................................. Thi gian quan st :............................................... Th t ln quan st :............................................. Quan st im bn l : 1.a im quan st :...............................................................................................................................................................................................................................................
2.V tr ca ca hng hay trung tm phn phi xe : Trung tm thnh ph, tp trung nhiu dn c. Cc vng ven thnh ph. Ni khc 3.Thit k mt ngoi ca ca hng ra sao?:..................................................................................................................................................................................... ...........................................................................................................................................
4.Cc xe my ca PIAGGIO c trng by nh th no ?............................................................................................................................................. ............................................................................................................................................. .............................................................................................................................................
5.V tr trng by xe ra lm sao ?............................................................................................................................................. ............................................................................................................................................. ............................................................................................................................................. 6. Mu sc khng gian trng by ca ca hng:........................................... .............................................................................................................................................
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7. Khung cnh xung quanh c trang tr ra sao ?.............................................................................................................................................
Quan st i tng s dng xe : 1.Gii tnh i tng s dng xe my PIAGGIO-VESPA : Nam N 2. tui trong khong : 18-30 31-50 >50 3. c im bn ngoi ca ngi s dng :...................................................................................................................................................................................................
4. Loi xe ca h ang i l thuc dng xe no ca hng PIAGGIO : Vespa S Vespa LX Vespa LXV Vespa GTS Super LIBERTY RST FLY ZIPT 5. Thi trang ca nhng ngi s dng xe PIAGIO-VESPA ra lm sao ?........................................................................................................................................... ........................................................................................................................................... ...........................................................................................................................................
6. Ngh nghip ca ngi s dng xe :.............................................................................................................................................................................................