fta market research - viettrack october 2009 - ev

8/8/2019 FTA Market Research - Viettrack October 2009 - EV

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Market research top-line No.8 October 2009

HCMC HA NOI DANANG CANTHO

The consumers attitudes on Vietnam productsHIGHLIGHTS:


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About

Viettrack is a monthl market research to -line develo ed b FTA Research & Consultant, the

representative of ESOMAR in Vietnam. FTA is applying ISO 20252, a quality management

standard in market research.

Viettrack aims to:

Provide snapshots on Vietnam consumers based on panel of 400 Vietnamese consumersacross four key cities (HCMC = Hanoi = Da Nang = Can Tho = 100 respondents)

Explain market research terms, usage, application, methodologies for Vietnam market Introduce new developments in market research worldwide and Asia Pacific region.

Interact with marketers in Vietnam on approach and direction for the most effective andvalue for investment usage of market research. Eventually, this would help reducemarketing failures and expand the market research industry in Vietnam


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T e consumers att tu es towar V etnam pro ucts

Thi ca ngi tiu dng i vi hng Vit nam


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Vinamilk, Kinh Do and Chinsu are most known to consumers. Vinamilk, Viet Tien and PNJ are favorite to most ofconsumers. Its interesting to note that awareness might not guarantee consumers preference.

Vinamilk, Kinh v Chinsu c nhiu ngi bit n nht. Tuy nhin Vinamilk, Vit Tin v PNJ li c nhiu ngi a thch hn.N v y, p n n t t ng u ng m o t ng u c a t c .

Total HCMC Ha Noi Da Nan Can Tho

%

79

89

26

43

91

97

38

52

90

99

22

45

75

78

27

50

59

81

15

26Vinamilk

Viet Tien

75

84

66

23

24

26

74

94

73

4

23

33

85

96

63

20

30

24

74

72

75

32

21

18

65

72

52

37

20

27PNJ

Kinh Do

Bitis

83

70

76

18

19

19

88

61

86

14

9

28

95

84

74

22

22

10

76

71

74

11

23

12

71

62

69

23

22

25Kim Dan

FPT

Chinsu

68

77

81

14

16

16

80

76

91

22

12

16

53

92

91

7

18

13

79

75

73

9

17

20

60

66

68

16

18

16Thien Long

Tan Hiep Phat

Sabeco

Q: Do you know these brands? What are 03 favorite brands of those you know?Bn c bit nhng thng hiu ny khng? Cho bit 03 thng hiu bn a thch nht.

Favorite brand Aided awareness


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Foreign brands are preferred and selected because of its high quality.Good/premium design, credibility and value for money are also important factors.

Thng hiu ngoi c a chung v cht lng sn phm cao. Thit kcao cp, tin cy ca thng hiu v ng ng tin l nhng yu t

khin ngi tiu dng Vit Nam chn thng hiu ngoi.

Total HCMC Ha Noi Da Nang Can Tho

%

High quality 54 63 43 67 42Cht lng cao

Premium/ Good designThit kcao cp

CredibilityTin cy thng hiu 53

66

5

9

54

76

3

3

63

70

7

16

57

74

5

5

39

42

6

13

ng ng tin

Contain no preservativeKhng cha cht bo qun

Nice packaging designBao b p 48

56

59

1

7

59

51

79

2

39

65

45

2

10

60

68

77

1

9

35

40

35

2

7

Bn b, ngi thn sdng

Long time preservationThi gian sdng lu

I am proud of owning/using foreign brandsCm thy tho dng hng ngoi 32

37

37

2

3

36

40

31

2

3

39

42

48

4

4

38

45

47

116

22

23

1

5

Good after-sales servicesCh hu mi tt

Good/ attractive advertisingQung co hp dn

Much advertisedc qung co nhiu 16

21

31

1

2

3

15

29

418

16

12

275

17

28

43

14

16

12

2

7

Q: What factors would make you buy foreign brands? Which factor is the most importantwhen you buy foreign brands?Yu tno khin bn chn mua hng ngoi? Yu tno quan trng nht?

Most important Important


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Consumers choose domestic brands because of their affordable prices and acceptable quality.

Ngi tiu dng chn hng ni v gi c va phi v cht lng chp nhn c.


%

Affordable priceGi va phi 82

3690

4784

2480

3973

35

Cht lng chp nhn c

CredibilityTin cy

Good product designThit ksn phm tt 55

61

68

4

6

29

63

51

88

5

34

56

75

82

2

6

29

64

70

72

3

4

46

36

46

30

11

7

7

Bn b v ngi thn sdng

Contain no preservativeKhng cha cht bo qun

Much advertisedQung co nhiu

Nice acka in desi n44

47

53

3

7

24

51

47

4

35

55

69

2

13

63

45

65

2

1

52

36

32

6

9

Thit kbao b p

am proud of owning/using domestic brandsCm thy tho dng hng ni

Good/ attractive advertisingQung co hay

Long time preservation

39

44

44

2

1

6

36

38

56

6

12

41

33

2

1

8

58

59

63

50

39

24

4

2

11

Thi gian sdng lu

Many promotion programsNhiu chng trnh khuyn mi

Good after-sales servicesDch v hu mi tt 25

36

1

2

35

26

37

182

42

52

16

49

1

6

Q: What factors would make you buy Vietnamese brands? Which factor is the most importantwhen you buy Vietnamese brands?Yu tno khin bn mua hng ni? Yu tno l quan trng nht?

os mpor an uan rng n mpor an uan rng


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The good news is that 71% rely on Vietnam products of high quality label.Hanoi and Can Tho consumers appreciate Vietnam products of high quality more than others.

iu ng mng l c 71% ngi c hi cho bit h tin tng nhn Hng Vit Nam cht lng cao. Ngi tiu dng H Ni v Cn Th thch nhn hiu ny hn

ngi tiu dng cc a phng khc c kho st.

Mean score 3.87 3.83 3.99 3.67 4.00


- -

19 1712 8

40

Very reliable (5)/Rt ng tin

Reliable (4)/ng tin

52 5476

53

26

Neutral (3)/Bnh thng

Unreliable (2)/Khng ng tin

4 5 1 2 6

25 24

11

37 28Definitely unreliable (1)/Hon ton khngng tin

Q: Please advise your level of trust on domestic products labeled Vietnam products of high quality.Vui lng cho bit mc tin tng ca bn i vi sn phm c nhn Hng Vit Nam cht lng cao.


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Vietnam products of high quality are chosen because of their acceptable quality and affordable price.

Hng Vit Nam cht lng caoc a chung v cht lng chp nhn c v gi c phi chng.


32

43%

Acceptable quality

Cht lng chp nhn c

Affordable priceGi c hp l

Contain no preservative

35

36

17

45

37

52

32

40

40

7

12

Khng cha cht bo qun

Nice product designThit ksn phm p

CredibilityC tin cy 7

4

7

8

15

22 12

12

8

6Well nomitated by consumersc ngi t iu dng bnh chn

Healthy productsSn phm khng c hi

DurableC thi ian sd n lu 7

2

10

8

17

5

4

3

7

18

10

3

5

6Trusted by the majority

c nhiu ngi tin dng

Varied designs/types of productsMu m a dng 1

4

8

7

10

13

2

1

Q: What are your comments on Vietnam products of high quality?Cho bit kin ca bn v hng Vit Nam cht lng cao.


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In line with Promoting Vietnamese Products campaign, domestic producers should benchmark their product quality withimported product in order to meet the consumers expectation.

Km theo chin dch ng h hng Vit Nam, cc nh sn xut trong nc cn nng cao cht lng sn phm tng ng vi hng ngoi

nh n mon mun ca n i tiu dn .


19

24

42

%

24

31

52Better quality

Cht lng tt hn

Affordable priceGi c hp l

Better product design7

19

36

21

23

40

15

21

38

9

10

3

2More promotion

Nhiu khuyn mi hn

More varied designs/typesa dng mu m 13

5

12

25

12

10

4

4

5

8

10

2ons s en pr c ng

Gi n nh

Better durabilityBn hn

No preservativeKhng c cht bo qun 11

4

3

3

4

10

1

6

5

4

5

10

More Vietnam products of high qualityC nhiu hng Vit Nam cht lng cao

Better after-sales serviceDch v hu mi tt hn 2

10

2

5

4

4

Q: What are your expectation on Vietnam products of high quality?Bn mong i g v Hng Vit Nam cht lng cao?


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TOP 10 TVC RANKING


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Coca Cola Brrr and Beeline Big Zero and Dr. Thanh continue to get most exposed and also preferred to TVC viewers.

Coca Cola Brrr and Beeline Big Zero and Dr. Thanh tip tc dn u nhng TVCs c xem nhiu v a chung nht.


%

Coca cola - Brrrrrrrrrr.

Beeline - Big Zero

Dr.Thanh - Nn tron n i

74

86

21

29

31

71

72

16

36

26

88

94

29

32

44

96

94

18

43

23

41

84

22

5

30

Comfort - Andy &Lily

Sa chua Vinamilk - Chic mi trng

-

74

78

12

17

18

53

75

17

11

22

89

86

5

28

29

95

96

13

20

12

57

56

14

10

9

Maggi - 3 ngt

P/S - Tr xanh

-

74

75

8

10

11

60

69

8

3

14

67

73

9

7

8

92

93

4

15

12

75

63

11

15

10

Hazeline - Sa dng thngc trai

Johnson baby - Sa tm nh du

-

58

59

9

10

46

42

10

7

45

50

5

8

94

95

17

13

46

50

3

11

Q: Which TVCs do you view last month? What top 03 TVCs do you do you like?Nhng TVCs no bn xem trong thng qua? Cho bit 03 TVCs bn thch nht.

-66 59 55 96 54

Favorite TVC Aided awareness


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Coca Cola Brrr, Beeline Big Zero and Vinamilk Yoghurt are unique TVCs.

Coca Cola Brrr, Beeline Big Zero and Vinamilk Yoghurt - Chic m trng c nh gi l c o nht.


33

37

36

28

48

53

43

42

3

25Coca Cola - Brrr

Beeline - Big Zero

%

16

17

22

15

25

26

9

10

8

18

Dr. Thanh

Comfort - Andy & Lily

9

9

9

13

11

10

3

1

11

8

18

2

10

4

13Surf - Bt git oxy

Downy - Mt ln x

Nokia - N97

8

8

4

15

10

7

5

6

11

3Maggi - 3 ngt

Pepsi Ti c th- Chim cnh ct

Q: What are 03 unique TVCs?


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Market research top-line

The next Viettrack will come in on 15th November 2009Your feedback and enquiry on Viettrack is highly appreciated.

Contact: Truong Vu Thuy Loan, CRM ManagerTel: +84 8 3514 2584Emai : oantruong@ ta.com.vn


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