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Năm thứ 28(3), Tháng 3/ 2017


Phân khúc thị trường dựa trên sở thích: Một nghiên cứu về sở thích các món ăn của thanh thiếu niên Việt Nam
Vũ Thị Hoa & Skallerud Kåre
Xem: 228 | Tải về: 0
Từ khóaSở thích thực phẩm; Thanh thiếu niên; Việt Nam.
Trang90-112
Trích dẫnVũ Thị Hoa & Skallerud Kåre (2017), "Phân khúc thị trường dựa trên sở thích: Một nghiên cứu về sở thích các món ăn của thanh thiếu niên Việt Nam", Tạp chí Phát triển Kinh tế 28(3), 90-112.
Tóm tắtNghiên cứu nhằm mục đích đánh giá lợi ích của việc phân khúc thị trường dựa trên sở thích để hiểu rõ hơn về hành vi liên quan đến việc lựa chọn và tiêu dùng thực phẩm của thanh thiếu niên VN. Mẫu nghiên cứu gồm 413 thanh thiếu niên ở các trường trung học cơ sở và trung học phổ thông ở ba vùng miền khác nhau. Sự khác biệt giữa các nhóm phân khúc được mô tả bởi một tập hợp các biến bao gồm: Tần suất tiêu thụ, động cơ lựa chọn thực phẩm, thái độ, lối sống và các biến dân số-xã hội. Sở thích về món ăn được xem là cơ sở thích hợp để phân khúc thị trường thực phẩm dành cho thanh thiếu niên VN. Sự khác biệt được tìm thấy giữa các phân khúc đối với các biến số khác nhau có thể cung cấp cơ sở cho việc phát triển các chiến lược marketing nhắm đến các thị trường mục tiêu khác nhau. Ngoài ra, những ý nghĩa về mặt lí thuyết và thực tiễn của chủ đề nghiên cứu cũng được thảo luận.
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