vie track 04 full report - eng - revised - 16 may 2011
Post on 07-Apr-2018
218 Views
Preview:
TRANSCRIPT
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
1/38
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
2/38
Market research top-line Apr 2011
Young consumers aged 20-29 l ifestyle and behavior
HIGHLIGHTS:
HCMC HA NOI DANANG CANTHO
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
3/38
About
Viettrack is a monthly research news-letter developed by FTA Research & Consultant,the representative of ESOMAR in Viet Nam. It is conducted base on a monthly
research. It aims at delivering comment, evaluation and true feeling of research
objects about present times economic situation as well as promotion campaigns or
products to producers and marketers. It is expected to help them understand to offer
better service to unsatisfied demand of consumers.
Viettrack is done according to ISO 20252:2006, the international quality standard in
market research and ESOMAR Code of Conduct.
Viettrack Apr 2011 is conducted on the population aged 20 29, in 4 largest cities of
Vietnam (Hochiminh, Hanoi, Danang, Cantho) with the sample size N=600. This
study aims to portrait the young consumers aged 20 29 year old in the general
scenario. Thus, this information will help marketers got a general image about this
consumer target for making their marketing strategy.
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
4/38
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
5/38
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
6/38
Habits &Lifestyle
Personalinformation
Media habit
Expenditure& Purchase
habit
Table of cont ent
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
7/38
Habits &Lifestyle
Personalinformation
Media habit
Expenditure &Purchasehabit
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
8/38
N = 600
Activities & Leisure
9
14
20
74
23
26
68
80
85
33
44
55
69
76
79
95
Organization/Club activities
Community/Charity
Office/School activities
Meeting with friends
Going to movie/drama
Going to music show
Shopping
Going to coffee shop
Eating out
Doing exercise/Playing
Reading book
Spending time with family
Reading news/magazine
Online
Listenning to music
Watching TV
Activities/Leisure that often do?
%
AT
HOM
ELEISURE
OUTSIDE
LEISURE/ACTIVITIES
SOCIAL
ACTIVITIES
Hanging out with friends,eating out, going to coffeeshops and shopping are themost favorite activities for thetime outside.
Watching TV, online andlistening to music are the mostpreferred leisure at home.
Except hanging out withfriends, the time for other socialactivities is not remarkable
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
9/38
Differences across target groups about activities & leisure
N=
HCM
150
HN
150
DN
150
CT
150
20-24
300
25-29
300
Male
300
Female
300
AT HOME LEISURE 92 91 88 92 89 92 88 93
Watching TV 44 29 45 53 38 47 35 50Listenning to music 34 19 19 22 29 18 20 27
Online 35 33 25 14 35 18 34 19
Reading news/magazine 13 6 13 7 8 11 8 11
Spending time with family 20 46 23 23 19 37 22 34
Reading book 7 7 11 5 10 5 7 8
Doing sport 9 11 4 6 5 10 12 3
OUT OF HOME LEISURE 76 71 80 88 78 79 82 75
Eating out 38 35 47 40 39 41 40 40
Going to coffee shop 38 29 33 49 38 36 54 21Shopping 19 23 27 23 21 25 11 35
Going to music show 5 1 1 2 3 2 3 2
Going to movie/drama theatre 5 3 4 - 4 2 3 2
SOCIAL ACTIVITIES 32 55 47 55 51 44 50 45
Meeting with friends 20 48 29 51 40 34 39 35
Office/School activities 7 8 8 2 6 6 6 7
Community/Charity activities 3 - 9 - 3 3 3 3
Organization/Club activities 3 1 3 3 2 2 2 3
Young consumers in HN spend time for being with their friends & family most. Except HN young people spending more time for online than for watching TV, young people in other cities spend time
most for watching TV, regarding at home leisure
Among OOH leisure, going to coffee shop is the most favorite activity for young people in HCM and CT, while for thosein HN and DN, it is eating out.
Young consumers in HCM & Da Nang more often join community/club activities rather than just meeting with friends. Female spend more time for watching TV and shopping than male, while male online and going coffee shop more
often.
Which are 3 most often activities & leisure?
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
10/38
Fashion style
%
TNG HCM HANOI DANANG CANTHO
N=600 N=150 N=150 N=150 N=150
50 5037
6151
3 3
4
3
3
4 9
2
1
443
5
07
12 7
12
219
27 2839
1326
Showing characters throughdressing
Always update the newest trend
Only the famous clothes brand
Dressing after the characters inmovies
Dressing differently from others
Dressing sometimes on trend,sometimes on personal style
Which statements suit your fashion style?
Demonstrating the personal characters and being good to catch up the trend are the key wordsfor fashion style of the consumers aged 20 29 y.o. Hanois young consumers are differentiated by the need of showing their personality by
dressing Young people in Danang show the highest percentage of dressing sometimes on trend,
sometimes on personal style. Young consumers in HCMC tend to dress differently more than those in other cities, while
who in Cantho more often dress after the movies characters.
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
11/38
Simple and nice 54
Korean 12
Cute 9
Outstanding 5
Classical 4
Youthful 3
European 3
Dynamic/Sport 2
Formal 2
Neat 1Elegant 1
Stylish 1
Vietnamese 1
Chinese 1
Modern 1
Hiphop 1
Personal style & Favorite colors
White 22
Black 21
Pink 12
Ocean-blue 10
Red 9Yellow 8
Green 5
Violet 4
Sky-blue 5
Brown 2
Grey 1
Orange 1
N=
Male
300
Female
300
White 23 22
Black 31 10
Pink 1 23
Ocean blue 13 7
Red 9 9
Yellow 5 10
Black & White are the most favorite colours among consumers ofthis age group. Next are pink, ocean-blue, d and yellow.
Apart from the white colour chosen by both male and female., maleseem to prefer black and ocean-blue, while female like pink.
More than a half chose the simple &nice for their personal style.Korean style seems to be an importanttrend among 20-29 y.o people.
%
%
N = 600
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
12/38
Favorite TVCs and favorite singers
It seems that the 20-29 y.o. consumers are attractedmost by enjoyable commercials. Thats why Vinamilkfresh milk is on top of the favorite TVCs andHeneiken, Comfort come to the next.
Vinamilk fresh milk 100% 12
Heneiken 7
Comfort fabric conditioner 7
Dr. Thanh herbal tea 3
Cocacola 3
OMO detergent powder 3
Beeline 2
O degree Green tea 2
Sunsilk sampoo 2
C2 green tea 2
Knorr seasoning powder 2
Pepsi 2
Xmen sampoo 2
Nescafe - caf Viet 2
Dam Vinh Hung 13My Tam 8
Dan Truong 7
Cam Ly 6Ho Ngoc Ha 3BackStreet boys 2
Noo Phuoc Thinh 2Cao Thai Son 2Quang Dung 2
Minh Hang 2Lam Truong 2
Ho Quynh Huong 2The 1st place of the ranking board for singersbelongs to Dam Vinh Hung. My Tam, DanTruong and Cam Ly keep the next 3 positions.As the percentage of favourite is distributedacross the singers, almost are less than 10%,can see that no one can get a dominatingposition among 20-29 audience.
%
%
N = 600
N = 600
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
13/38
Personal concerns
%
3 3 3 5 3 24 2 4 8
31 8
8 11 12 4 5 106
16 14 13 20 18 18 14
16 19 16 11 17 14 18
19 1524
11
25
16
21
34 3628
45
2637
31Career
Family
Studying
Finance
Love
Health
Friends & Socialrelationship
HCM MALETOTAL HN DN CT FEMALE
N= 600 150 150 150 150 300 300
Most concerned
For the 20-29 age group, their most important concern is career. It holds the top
position. It has a large gap with 2nd concern: family, specially in HCM and Danang.Finance is considered as 3rd important, same as study. Young peolple in Hanoi & Cantho concern of family more than in other cities Female think about family, study and health more than male, when male concern
more about career, finance and love.
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
14/38
Personal objectives
% HCM HN DN CT 20-24 25-29 Male Female
Salary increase/Promotion 37 17 32 25 19 36 30 25
Higher studying 15 18 14 18 28 5 15 17
Investment/Getting rich 14 17 17 7 13 14 17 10
Buying a valuable item 5 17 8 12 14 6 9 11
Taking care of children 5 11 5 10 3 12 4 11
Getting married/Having babie 6 9 5 7 6 8 7 6
Buying house/land 5 1 10 5 3 8 6 5
Giving help to family 4 9 1 5 5 5 4 6
Buiding/Reparing house 2 1 2 5 1 4 3 2
67
8
10
14
16
28
Salaryincrease/Promotion
Higher studying
Investment/Getting rich
Buying a valuable item
Taking care of children
Getting married/Havingbabies
Buying house/land
Which is your most important objective?
Promotion/Salary increase is the most critical objective of the 20-29y.o. people. Higher studying is secondly important.
For young people in HCMC, a dynamic market, Promotion/Salaryincrease target is remarkably higher than other objectives.
Meanwhile, there is a quite balance across the top fourobjectives in Ha Noi. HNs young people seem to muchappreciate family values, they are setting their objectives ofgetting married/having babies and taking care of children more
than in other cities.
While male aim to getting rich more than female (17% vs 10%) ,more female want to get higher education (17% vs 15%).
%
N= 150 150 150 150 150 300 300 300 300
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
15/38
Habits &Lifestyle
Personalinformation
Media habit
Expenditure &Purchase
habit
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
16/38
Favorite TV channel
HCM HN DN CT Total
HBO 52 49 47 46 49
VTV3 12 85 54 30 45
HTV7 41 3 33 32 27
Star
Movies25 21 33 16 24
VTV1 8 38 25 12 21HTV9 39 2 24 19 21
12
13
13
14
16
1616
16
19
19
25
34
46
50
56
58
71
75
4
5
12
4
4
7
7
7
4
11
14
6
24
21
27
21
49
45
Discovery Channel
Fashion-TV
THVL
CVTV
Let's Viet
Star Sports
Disney
DRT1
HTV3
HN1
SCTV
VTV2
HTV9
HTV7
VTV1
HBO
VTV3
Top 3 most often
Often
%
HBO is ranked first amongst their favoritechannels, VTV3 is second and HTV7 comes to third.
Which are 3 TV channels that you watch most often?
N = 600
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
17/38
Favorite Internet Website
14
11
18
18
19
20
23
23
29
31
3536
41
44
45
46
54
68
Others
enbac.com
nhacso.net
thanhnien.com.vn
Me.zing.vn
nhaccuatui.com
Zing.news.vn
ngoisao.net
Kenh14.vn
tuoitre.vn
facebook.com
Vnexpress.net
Yahoo.com
Dantri.com.vn
Youtube.com
Zing.mp3.com
24h.com.vn
google.com
%HCM
150
HN
150
DN
150
CT
150
google.com 69 72 69 63
News website 83 92 87 61
24h.com.vn 44 71 69 31
Dantri.com.vn 25 75 54 22
Vnexpress.net 31 50 45 17
ngoisao.net 22 27 31 12
tuoitre.vn 33 33 28 29
thanhnien.com.vn 14 11 31 15
Kenh14.vn 15 43 53 7
Zing.news.vn 29 29 21 13Social network web 77 67 81 61
facebook.com 34 35 53 18
Yahoo.com 41 33 43 47
Me.zing.vn 25 17 20 13
Youtube.com 40 47 47 46
Music website 54 53 75 58
Zing.mp3.com 34 37 64 48
nhacso.net 20 21 18 12
nhaccuatui.com 14 23 22 23enbac.com 6 22 12 3
Hanois young people visit News website more often than those inothers cities.
Danang has the highest rate of using social network websites(especially Facebook) and music websites.
Among news websites for Teen audiences, Kenh14.vn is more popularin Ha Noi and Da Nang, while zing.news.vn is more popular in HCM
Google is the Internet w ebsite thatyoung people visit most often.
%
N = 600
Which are the websites that you often visit?
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
18/38
Favorite Magazines & Newspapers
6
7
7
7
8
9
11
17
18
18
19
24
31
33
44
53
Sinh vien (Hoa Hoc Tro 2)
Muc Tim
Dep
Cong An
The Thao Van Hoa
Hoa Hoc Tro
Tien Phong
Sai Gon Tiep THi
Lao Dong
Phu nu Viet Nam
The gioi phu nu
An Ninh The Gioi
Bong Da
Tiep Thi & Gia Dinh
Thanh Nien
Tuoi Tre
N = 600
%
Which are the newspapers and magazines that you often read?
Tuoi Tre, Thanh N ien, Bong Da and Tiep Thi & Gia inhare themost favorite magazinesnewspapers among 20-29 people.
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
19/38
19
20
24
26
27
27
28
28
36
39
40
43
44
57
58
87
93
Ngoc Quyen takes nude photo for environment
Collaption of Len Co quarries
Champions League
Backstreet Boys' show in Vietnam
Increase in medicine price
Disater in Vietnam and region
Earth hour
Assets price
Corruption
Unemployment
War in Libya
Hoan Kiem lake's turtle
Inflation
Gold/USD exchange
The impact of radiation from Japan
The catastrophe in Japan
Increase in electric & oil price
%
N = 600
Top hot news in the monthIn the last one month, young people are being interested most in the increase inelectric/oil price and the catastrophe in Japan along with its impacts.
The gold and USD exchange rate is also among the most hot news.
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
20/38
Habits &Lifestyle
Media habit
Expenditure& Purchase
habit
Personalinformation
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
21/38
N = 600
Personal expenditure
Food
26%
Transportation -
Communication
13%
Education
6%
Entertainment
12%
Clothes &
Beauty product
13%
Love
7%
Savings13%
Others
10%
Food expense occurs the largest part of 20-29 consumers expenditures. Communication & Transportation, Clothes & Beauty products are other major expenses.
Love affair also requires a certain expense (7%)
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
22/38
Differences across the target groups aboutpersonal expenditure
Food
Transportation - Communication
Education
Entertainment
Clothes & Beauty product
Love
Savings
Others
Food is a very big expense for 20-29 y.o. people in HCM city Young people in Da Nang have more savings than those in other cities (17%). By gender, female spend more for clothes and beauty products (16% vs. 11%), while less for love and
communication & transportation.
712 12 10 10 10 10 10
1410
17
12 1017 12 13
58
67 7
68 5
11
1412
14 1412
11 16
12
1011
13 12 11 12 105
85
7 8 5 6 713
13 13 14 13 13 14 11
3624 22 23 26
2726
28
HCM 20-24 MALEHN DN CT 25-29 FEMALE
N= 150 150 150 150 300 300 300 300
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
23/38
Purchasing attitude
16
34
34
34
50
49
38
45
28
44
44
26
25
26
25
20
17
19
22
17
21
12
58
41
40
41
30
34
43
33
55
35
44
A is more suitable Same B is more suitable
1. Pay more attention in design
2. Willing to pay more for those productwith extra functions
3. Choose product by following theTREND
4. Be the first to try a new product
5. Can go shopping anytime even whendo not have the need
6. Search for information before makingpurchase
7. Willing to pay higher for the
prestigious manufacturer
8. Preferred foreign brand
9.Like consult for other people whenthey shopping
10. Is a main decision maker for almostfamilys durables
11. Like online shopping
A B
They are ready to pay more for additional functions and prestigious manufacturers. They choose aproduct according to their own taste. Theyre used to searching for information before making a
purchase.
N = 600
%
1. Pay more attention in function
2. Only need product with basicfunctions
3. Choose product by following theirown taste
4. Just use product which being used bymany people
5. Shop just when in need
6. Make decision right in the store
7. Prefer to low price than prestigious
manufacture
8. Foreign brand is not important
9.Dont have any idea when otherpeoples shopping
10. Only being the main decision makerfor their own personal products
11. Dont like online shopping
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
24/38
Decision role in household purchase
N = 600
%
Female
Male
54
22
42
46
4
32
Main decision make
Take part in decision
Completely not take part
Female
Male
53
33
42
51
4
16
Female
Male
22
59
63
39
15
2
Female
Male
24
62
59
36
17
3
Food
Necessities(Personal care, toiletries, etc)
Durable items(TV, washing machine,
refrigerator, etc)
Hi-tech items(Mobile phone, laptop, PC, etc)
Female is the main decision maker in purchase of food and necessities categories. Maleis more often to be the main decision maker in purchase of durable and hi-tech items.
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
25/38
Necessities Food
Purchase place Necessities & Food
Wet market and grocery store are the most popular places fornecessities purchase (Personal care, toiletries,..). Supermarket isalso an important shopping channel. While in HCM, Da Nang and Can Tho, people buy necessities in
wet markets more often, Hanois people buy this almost ingrocery stores.
In HCM and Can Tho, Supermarket is the 2nd preferred placefor purchasing necessary products.
613
2 6 1
18
29
713 24
8
1
13
136
92
21 6 8
28 22
54
1719
30 33
1
45 40
Wet market
Grocery store
Specialized store
Convenient store
Supermarket
Department store
Not buy9 15 9 10
2
68
611
41
74 2
81 75
8580
84
N= 600 150 150 150 150 600 150 150 150 150
For buying food, wet market is still beingthe 1st common choice.Next is supermarket, but not veryremarkable.HCM city has more young people who donot buy food by themselves.
%
TOTAL HCM HN DN CT TOTAL HCM HN DN CT
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
26/38
Purchase place - Clothes & Beauty product
2 1 511 11 5
9 17
27 28
7
3339
2 21
340 41
8425
21
15 162
2519Wet market
Clothes/Cosmetics shop
Convenient store
Supermarket
Department store
TV shopping
Not buy
N= 600 150 150 150 150
Young people buy clothes and beauty products mostly in closthes/cosmetics shop andsupermarket. Besides, 15% is for wet market and 11% for department store. In Ha Noi, clothes/cosmetics shop is dominant Among the cities, Can Tho has a very high percentage of buying in Supermarket
and department store. These places should be take into consideration forcommunication/promotion planning.
%
TOTAL HCM HA NOI DN CT
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
27/38
Important factors for choosing Durables & Hi-tech items
Reasonable price
Durability
Electric/Fuel saving
Guarantee
Nice design
Prestige manufacturer/brandFunction
Wellknown brand
Trusted by relatives/friends
Promotion
Customer services
Origin of making
Familiar brand
New product
To show personal status/style
Vietnam brand
Recommended by the seller
International brand
Ecofriendly
For durable items (househould appliances: TV, refrigirator, wash machine,..), the 20-29 y.o consumers considermost about price, durability, fuel saving, guarantee and design respectively.While for hi-tech products (mobile phone, PC,laptop,..) they consider more about durability, prestige of brand,
guarantee and design. The price seems to be not a matter.
N = 600
%
0 10 20 30 40 50 60 70 80 90 100
Durables
Hi-tech
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
28/38
7
15
26
31
37
42
63
64
82
3
3
3
5
9
6
21
27
25
Manufacturer's website
Online forum
OOH Ad
Internet Ad
POSM
News/Magazine Ad
Recommended by friends
Recommended by relatives
TV Commercials
Influent
Popular
11
18
23
35
38
37
62
57
67
3
6
2
12
11
5
23
23
15
Influent
Popular
Durables Hi-tech
N = 600
WOM plays the most importantrole in young consumerspurchasing habits for durables &hi-tech products. With a directrecommendations from friends orrelatives, they can decide to buyproduct more easily even than
seeing TV commercials or othersources of information.
TV plays quite an important rolein durables purchase, but it comesless important in hi-techpurchase.
Sources of information for choosing Durables& Hi-tech items
%
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
29/38
2
13
15
17
25
26
29
31
38
38
40
50
55
59
60
84
0 20 40 60 80 100
Important factors%
HCM
15 0
Hanoi
1 50
DN
15 0
CT
1 50
Total
60 0
Reasonalbe price 76 79 90 89 84
High quality product 67 53 56 65 60
Good service 50 59 63 66 59
Bringing comfortable feeling 53 64 58 47 55
Nice space 57 44 53 44 50
Suitable with my style 31 41 53 35 40
Familiiar place 31 41 45 34 38
Have private space 29 36 48 40 38
Unique/Different 33 27 41 24 31
New place 21 25 35 32 29
Recommened by relatives/friends 13 31 40 19 26
Near to home/office 20 27 27 25 25
Promotion 17 14 15 21 17
Near to other entertainment place 11 17 14 16 15
Have program for close customers 11 11 17 15 13
Recommened on news/forum 2 3 1 3 2
Important factors for choosing Out Of HomeEntertainment servicesIn general, price and quality are two top factors to be considered most when choosing a place of OOHEntertainment. Young consumers in Danang and Cantho consider price more than HCM and Hanoi.
Apart from price, HCM consumers consider the product quality and space, while Hanoi & Danang preferservices and comfortable feeling.
%
N = 600
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
30/38
Habits &Lifestyle
Personalinformation
Media habit
Expenditure &
Purchasehabit
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
31/38
Occupation
N= 600 150 150 150 150 300 300 300 300
%
3 2 2 49
2 57
16
1 47
11
48 12
6
6 35
11
5
710
3
20
16
28 16
23
19
2319 21
12
10
1212
14
14
10
8
16
17
19
20
17
13
34
18
16
2135
17
21
11 13
2817
24
10 9 10 167 8
13 16
54 3 4 31
5 5Managers & Large business
Specialist (Doctor, Lawyer, Nurse)
Office staff
Student
Seller
Small business
Worker
Housewife
Others
HCM 20-24 MALETOTAL HN DN CT 25-29 FEMALE
Regarding the people of 20-29 y.o., HCMC has the highest high-qualified human resources, whileCan Tho has the lowest.The number of doing small business is noticeably high in Ha Noi.The gap of high-qualified jobs is also found by gender.
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
32/38
33 37 3341
23 22
4533 33
21
29
17
19
1932
1024
17
3421 49 33
31
37 3032
35
12 141
7
28
10 15 10 14
Secondary school
High school
University
Bachelor or higher
Highest education
Totally, 33% out of the 20-29 years old people have got College or higher education, besides 21%
of them are students.The ratio of high school education in Hanoi, compared to secondary school, is highest among thecities, but the ratio of college education (including students) is smaller than that in HCM & Danang.
%
HCM 20-24 MALETOTAL HN DN CT 25-29 FEMALE
N= 600 150 150 150 150 300 300 300 300
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
33/38
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
34/38
Style & Characteristics- More to be purchase decision maker than
in other cities
- Not involve in others shopping- Like to dress differently
They are independent.
They need to-be-seen by other people
Description - 20 - 30 years old consumers - HCM
Life & Objectives
- Career concerns & objectives are
outstanding
- Aim at promotion/salary increase,
higher studying & investment
- A highest rate of high-qualifiedemployees
Can use the professional, successful
image in communication
Activities & leisure:Join various outside activities:- Going to coffee shop, eating out, hanging
out with friends
- Going to movie & cinema theatre
- Join community/organization/club activities They are dynamic
The communication/promotion campaigns
should be executed in these entertainment
or public places. Here the chances for
sharIng among friend group would be
higher.
How to talk with them?- Favorite TV channels: HBO, HTV7,
HTV9, SCTV
- Favorite websites: news websites 24h.com.vn, vnexpress.net,tuoitre.com.vn;
- News & magazine: Tuoi Tre, Thanh
Nien, Tiep thi & Gia dinh
- Dam Vinh Hung is considered to be
the most favorite endorser for
approaching this target.
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
35/38
Activities & leisure:- Spend free time mostly being with family and friends
family-oriented- Less decide purchasing by themselves than consumers in
other cities, trend to choose products which be trustedby family and friends
WOM is the most effective marketing method for thesetargets.
Life & objectives:
Career and family have almost the same importance.Their objectives are higher studying,promotion/salary increase, getting rich, buying avaluable item. Could bring to them a successful image includes
wholly achievements: high-educated, career-successful, rich and happy family.
Style & Characteristics- Want to demonstrate the ego through dressing
- Highly appreciate quality and brand trustworthy- Trend to choose famous brands when buying clothes,
ready to pay for the prestige brands. Brand is very important for Hanois young people. A
brand not only need create the reliability, but shouldhelp them to express themselves.
How to talk with them?- At home, the time for online is more than for
watching TV. Reading news website most often.VTV3 watching rate dominates.
Theyre very interested in updating news.Therefore, the communication should beinformative.
- Favorite websites: 24h.com.vn; dantri.com.vn;vnexpress.net; kenh14.vn
Description - 20 - 30 years old consumers Ha Noi
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
36/38
Activities & leisure The frequency of joining social network websites in
Da Nang is higher than in other cities Danang young people also join
community/organization/club activities Can use viral marketing, especially through
networking, organizations, offline or online.
Style & Characteristics: Usually update fashion trends and prefer famous brand, but price
is usually the most important factor in choosing products.
For electronics/motorbikes and hi-tech items, the importance ofdurability is remarkable.
Savings are more than in other cities A type of practical person. They try to ensure their good life.
Products for young consumers in Danang should have goodquality and reasonable price.
Life & Objectives:Finance is the second important concern just after career,
accordingly, their top objectives are salary increase/promotionand getting rich. An ideal image might be a fully and safe life.
How to talk with them? Popular TV channel: VTV3, HBO, HTV7, Star movies Popular website: apart from some news website, Facebook, Youtube and yahoo.com
are visited very often Popular news & magazine: Thanh Nien, Bong Da, Tuoi Tre
Description - 20 - 30 years old consumers Da Nang
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
37/38
Style & Characteristics: They want to demonstrate characters through clothes and always update new trends,
ready to pay for additional functions and prestige brands Much of them like to dress after the characters in movies However, price is still a important factor, then products should have affordable price Young consumer in Can Tho can catch up and follow the general trends of the group age. In communication campaign, can use idols to attract them
Activities & leisure:
They like eating out and going to coffee shop,meeting with friends
The communication/promotion campaign should beexecuted in these entertainment places.
The main activity at home is watching TV. The rate of
Internet using is not very high
The traditional advertising channel via TV should be
on priority
Life & Objectives:Career and family have the same importance. Apart frompromotion/salary and study objectives, the y also set target ofgetting married and having babies. Mature, aim to ready for their own life.
How to talk with them? The favorite TV channel: HBO, THVL, HTV7, VTV3 The favorite singers: Dam Vinh Hung & Dan Truong
Description - 20 - 30 years old consumers Can Tho
-
8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011
38/38
top related