Phân tích tác động của các thuộc tính kênh bán thịt gà đến sự lựa chọn nơi mua của người tiêu dùng tại Thành phố Hồ Chí Minh
Nội dung chính của bài viết
Tóm tắt
Tình trạng thiếu minh bạch cũng như khoảng chênh lệch chất lượng lớn giữa các kênh bán thịt gà tại TPHCM là một thách thức lớn cho người tiêu dùng loại thực phẩm này. Nghiên cứu này được thực hiện nhằm xác định những thuộc tính của kênh bán có tác động mạnh đến quyết định lựa chọn nơi mua thịt gà của người tiêu dùng dựa trên lý thuyết tiện ích ngẫu nhiên (Random Utility Theory - RUT) và phương pháp thí nghiệm lựa chọn (Choice Experiment - CE). Dữ liệu sử dụng từ khảo sát 350 người tiêu dùng thịt gà với các lựa chọn giả định được thiết kế phản ánh đặc điểm thực tế của thị trường tại đây. Kết quả mô hình Conditional Logit cho thấy độ tươi, mức độ an toàn thực phẩm và kiểm soát đầu vào là những yếu tố có tác động mạnh và tích cực đến xác suất lựa chọn kênh bán. Đồng thời, mức sẵn lòng trả thêm cho các yếu tố này cũng rất cao. Ngược lại, khoảng cách, bao bì đóng gói và giá cả có tác động yếu hơn, cho thấy người tiêu dùng thịt gà tại khu vực đô thị lớn bắt đầu ưu tiên chất lượng và sự an toàn hơn các yếu tố tiện lợi hay chi phí.
Abstract
The lack of transparency and the substantial quality disparity among chicken retail channels in Ho Chi Minh City pose significant challenges for consumers. This study aims to identify which channel attributes exert the strongest influence on consumers’ choice of purchasing location for chicken meat, grounded in Random Utility Theory (RUT) and the Choice Experiment (CE) method. Data were obtained from a survey of 350 chicken consumers, with hypothetical choice sets designed to reflect the actual characteristics of the local market. Results from the Conditional Logit model indicate that freshness, food safety levels, and input control are the most influential factors, exerting strong and positive effects on channel choice probability. Accordingly, consumers demonstrate a high willingness to pay premiums for these attributes. In contrast, distance, packaging, and price exhibit weaker effects, suggesting that chicken consumers in large urban areas increasingly prioritize quality and safety over convenience or cost considerations.
Chi tiết bài viết
Lĩnh vực kinh tế (JEL Codes)
M00 - General - General
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