viettrack qi2015 eng
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Copyright 2014 INTAGE VIETNAM LLC. All Rights Reserved. INTAGE VIETNAM LLC.
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INTAGE VIETNAM LLC http://intage.com.vn
Copyright 2014 INTAGE VIETNAM LLC. All Rights Reserved.
VIETTRACK Q1.2015
CONSUMPTION TREND WHEN
ECONOMICS RECOVERY
-
Content
Consumer perception about Vietnam Economics in 2014
Consumer household income in 2014
Consumer spending behavior in 2014
Consumer shopping personality in 2015
Consumption trend in 2015
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PERCEPTION ABOUT VIETNAM ECONOMICS IN 2014
-
Perception about Vietnam economy in 2014
All over the country, more than 50% of Vietnam people are optimistic about economic recovery.
People in The South, especially Cantho are more positive than Hanoi & Danang people.
TOTAL HCMC HA NOI DA NANG CAN THO
N = 500 N = 150 N = 150 N = 100 N = 100
44 47 4754
24
17 9
14
23
4532
53
23
3930
Yes, it is
recovering
It will recover soon
It has not had any
clear signs of
recovering yet
%
Based on all respondents
Q: In your opinion, do you think Vietnam's economy is starting to recover or not? [SA]
-
Signals of recovering economy - unprompted
Increasing foreign investment and big investment on transportation are among top clear recovering signals across 4 key cities.
Decreasing unemployment rate, increasing personal income and consumption capacity make 76% of Danang
people think Vietnam economy get recovery. 70% of Cantho people have positive thoughts due to the fact the
stable CPI and inflation are being controlled.
Increasing foreign investment
Big investment on transportation projects
The decrement of petrol's price
Decreasing unemployment rate
CPI is stable and inflation is well controlled
Increasing personal income
Increasing consumption capacity
More people running entrepreneurship
Decreasing loan interest
More business is established/expanded
Support packages to increase the demand
Increasing salary
Real estate starts to increase back
Exchange rate USD/VND is stable
Stock market starts to increase back
N = 282 N = 80 N = 80 N = 46 N = 76
21
23
25
29
31
39
39
40
47
47
37
17
31
13
12
29
26
15
26
33
26
43
30
40
50
35
20
33
5
15
15
23
13
30
30
29
26
40
59
39
26
29
33
16
10
39
39
28
35
70
30
67
39
37
44
76
13
46
17
17
7
12
46
29
7
68
30
50
49
53
28
3
17
15
9
%
Based on those who think the economics is recovering
TOTAL HCMC HA NOI DA NANG CAN THO
Q: Why do you think that Vietnam's economy is showing signs of recovery? [MA]
-
CONSUMER INCOME IN 2014
-
Comparing household income between
2014 and 2013
In parallel with positive thinking, 33% of Vietnamese consumers confirmed that their household income
increased in 2014.
Da Nang is the city where people have biggest improvement in household income with 55% increased.
%
N = 500 N = 150 N = 150 N = 100 N = 100
2 2 3 417 19 13 17
28
62
50
211 1 5
17
4848 52
31 30 272
Increase significantly
Increase slightly
Keep the same
Decrease slightly
Decrease significantly
TOTAL HCMC HA NOI DA NANG CAN THO
Based on all respondents
Q: Please indicate the financial status / income of your family this year compared with 2013? [SA]
-
Consumer spending behavior
-
Average expenditure by Household income
At present, consumers share 50% of their household income to Daily necessity (food, household care product...). It
is still an promising opportunity for FMCG & retail companies.
As the result of recovering economics and increasing income, they spend around 15% of household income to buy
high value products such as electronics, housewares, interest payments.. and Ha Noi people are willing to pay up
to 20% out of their income for those items.
15 11
9 10 7
1215
1010
52 52 56
21 21112 10
8 9
15 14 18
10 10 8
53 54
%
Daily necessity (food, household care
product,..)
Personal care and accessories (clothing,
shoes, cosmetics, sports activities)
High value products (electronics, housew ares,
car, interest payments)
Long-term investment (education, life insurance)
Health & entertainment (Health care,
entertainment, tourism)
Others
N = 500 N = 150 N = 150 N = 100 N = 100
TOTAL HCM HA NOI DA NANG CAN THO
Based on all respondents
-
Consumer shopping personality
-
Consumer shopping pattern in 2013 vs. 2015
Vietnam is expected to have significant change of customer shopping pattern as the ratio of people who are willing to pay for the product they want is doubled in total and tripled in HCMC in the past 2 years. Consistently, the substitute and minimum demand have been cut off across 4 cities. The fact that negotiation group covers 30% of consumers in the whole country might urge manufacturers to manage promotion campaigns to attract them.
%
158
182
238 11 14 2 12
39
22
15
35
3240 30 60
9
26
19
26
23
21
17
18
5233
2918
27
16 2514 10
309 10 12 4 2
27
2324
1517
2921
16Willingness
Negotiation
Cut Down
Minimum
Demand
Substitute
TOTAL HCMC HA NOI DA NANG CAN THO
2013 2015 2013 2015 2013 2015 2013 2015 2013 2015
N = 150 N = 150 N = 100 N = 100 N = 500
Willingness: Willing to
buy any product that can
prove themselves
Negotiation: Still buy
products of familiar brands
but only when there are
promotions
Cut Down: Still buy
products of familiar
brands but cut down the
consumption
Minimum demand:
Look for products that
can meet minimum
demand
Substitute: Look for
substitute products that
are cheaper
Based on all respondents
Q: In compared with 2013, how will these expenditure of each following activities change in the next 12 months of 2015?
Source: INTAGE VIETNAM
-
CONSUMPTION TREND IN 2015
-
Internet cost, 3G, phone
Gathering, eating & drinking at
home
Gathering, eating & drinking outside
Convenience food
Drinks such as beer, wine, soft
drinks
Expenditure in next 12 months
Generally, expenditure on each daily necessity item in next 12 months will be increased in all areas.
Spending for Internet cost, 3G and phone will have highest increase among other expenditure, especially in
Da Nang (49%) and Can Tho (38%)
Among 4 cities, HCMC is still the leading city in consumption since increasing ratio of all items is equally to
20% while, Da Nang and Can Tho will be two cities which have significant changes on necessity
consumption in 2015 and Hanoi has less movement than other 3 cities.
2
6
2
3
5
7
24
33
30
33
48
52
34
24
16
15
1348
45
57 2
7
1
1
2
17
21
27
21
35
51
62
19
19
22
16
1845
53
63 1
1
2
1
1
5
33
41
49
42
48
46
35
12
9
4
749
54
59 7
18
6
14
21
3
27
35
31
27
35
45
49
38
24
10
1339
17
41
1
2
13
29
11
24
59
53
38
37
12
36
1561
49
60
N = 500 N = 150 N = 150 N = 100 N = 100
%
Didnt spend on this Cut-off Keep the same Increase
TOTAL HCMC HA NOI DA NANG CAN THO
Based on all respondents
DAILY
NECESSITY
Source: INTAGE VIETNAM Q: In compared with 2013, how will these expenditure of each following activities change in the next 12 months of 2015?
-
Fashion items such as clothes,
shoes, bags, etc.
Personal care product such as
shampoo, deodorant, etc.
Beauty care service
Cosmetics
Expenditure in next 12 months
Generally, fashion items and personal care products are top 2 categories that consumers will spend more
(around 30%). And two cities contribute the most for this movement are HCMC and Cantho.
HCMC and Da Nang consumers tend to spend more on beauty care service with 33% and 22% respectively,
compared with 7% in Ha Noi and 5% in Can Tho.
Ha Noi is the only city which has the lowest ratio in all aspects of personal care
5
42
43
14
6
10
11
31
31
29
26
18
15
68
51 4
28
23
18
3
14
17
25
31
29
38
33
29
59
49 5
41
48
10
7
6
9
45
37
14
7
7
6
87
71 13
51
59
18
8
10
5
17
23
37
17
22
13
75
32
55
50
10
5
8
10
32
28
45
48
5
12
47
45
N = 500 N = 150 N = 150 N = 100 N = 100
%
PERSONAL
PRODUCTS
Didnt spend on this Cut-off Keep the same Increase
TOTAL HCMC HA NOI DA NANG CAN THO
Based on all respondents Source: INTAGE VIETNAM
Q: In compared with 2013, how will these expenditure of each following activities change in the next 12 months of 2015?
-
Electronic devices
Saving for backup/business
Saving for buying motorcycles
Saving for buying housewares
Saving for buying houses
Saving for buying cars
Paying interest for loans
Education
Life insurance
Expenditure in next 12 months Among all high value products, purchasing Electronic devices, Saving for buying motorcycles and Saving for buying housewares are top 3 items which consumers plan to increase their spending for (20%-30% adding up in 4 cities).
HCMC people also increase their saving to buy houses (22%).
Education is the category that all cities accept to expend the most and the highest increasing ratio which could be
up to 50% in HCMC.
22
47
51
27
73
82
83
2
4
15
3
1
2
1
23
38
28
26
22
20
9
7
42
6
28
85
16
1
28
7
11
12
25
35
8
12
9
33
42
15
64
77
87
3
17
2
1
1
21
46
29
41
35
22
22
15
48
9
81
40
3
23
7
39
26
12
4
3
11
13
12
31
49
14
62
80
70
15
5
5
5
1
34
49
23
24
12
21
10
8
4
44
5
17
79
1
15
1
39
15
25
23
41
50
11
43
61
69
52
77
77
79
12
16
3
3
8
18
33
29
18
14
9
4024
84
2
7
1
6
28
5
8
6
10
12
11
11
10
14
33
81
49
37
99
100
98
12
2
28
29
5
21
3128
100
10
3
1
27
39
2
1
13
28
23
N = 500 N = 150 N = 150 N = 100 N = 100
%
Hig
h v
alu
e p
roducts
L
on
g-t
erm
inve
stm
en
t
HIGH VALUE &
LONG-TERM
INVESTMENT
Didnt spend on this Cut-off Keep the same Increase
TOTAL HCMC HA NOI DA NANG CAN THO
Based on all respondents Source: INTAGE VIETNAM
Q: In compared with 2013, how will these expenditure of each following activities change in the next 12 months of 2015?
-
Health care service
Tonic, functional
foods, vitamin
Prescription medicine
Domestic travelling
Travel to Asian
countries
Travel to European
and American
countries
Expenditure in next 12 months
In next 12 months, Da Nang, HCMC & Hanoi are 3 cities will extend their budget for Health care & Domestic
travelling
Tonic, functional food and vitamin will have great development in HCMC & Danang since around 20%
consumers will spend more for it.
11
35
16
30
82
86
17
15
21
12
5
53
34
16
15
10
25
6
4
7
35
56
6
4
7
26
9
22
85
89
18
12
19
19
4
59
31
15
27
13
29
4
3
7
35
60
7
1
9
29
15
30
79
86
12
11
18
7
1
56
41
13
7
11
23
812
52
65
7
7
29
46
35
33
64
67
12
12
17
11
16
34
17
29
19
14
39
11
17
9
23
30
8
8
3
47
8
37
100
100
27
27
32
10
58
46
7
3
2
7
23
63
N = 500 N = 150 N = 150 N = 100 N = 100
%
HEALTH &
ENTERTAINMENT
Didnt spend on this Cut-off Keep the same Increase
TOTAL HCMC HA NOI DA NANG CAN THO
Based on all respondents
Q: Compared to 2013, please indicate your expenses for each of the following activities will change how the next 12 months (in 2015)? [SA]
Source: INTAGE VIETNAM
Q: In compared with 2013, how will these expenditure of each following activities change in the next 12 months of 2015?
N = 500 N = 150 N = 150 N = 100 N = 100
-
RESPONDENTS PROFILE
-
Age Education Martial Status
Respondent Information
59
51
69
42
72
30
30
21
47
26
11
19
9
10
1
Total
HCMC
HN
DN
CT
Married with childrenSingleMarried without childrenDivorcedWidowed
22
19
17
34
19
19
17
17
27
17
16
15
17
13
20
14
14
16
9
14
17
21
17
9
19
13
13
16
8
11
Total
HCMC
HN
DN
CT
18-25 yo. 26-30 yo. 31-35 yo.
36-40 yo. 41-45 yo. 46-50 yo.
66
75
52
55
86
24
13
31
38
13
7
11
11
2
1
3
6
5
Total
HCMC
HN
DN
CT
High school Undergraduate
Vocational training Postgraduate
N=300
N=150
N=150
N=100
N=100
N=300
N=150
N=150
N=100
N=100
N=300
N=150
N=150
N=100
N=100
-
Respondent Information
1
1
1
3
14
11
22
13
8
31
34
33
29
25
27
21
31
28
27
27
32
13
27
40
Total
HCMC
HN
DN
CT
SEC A SEC B SEC C SEC D No income
24
27
27
25
16
30
29
30
30
29
30
29
30
30
30
16
15
13
15
25
Total
HCMC
HN
DN
CT
Personal Income Household Income
N=300
N=150
N=150
N=100
N=100
N=300
N=150
N=150
N=100
N=100
-
THANK YOU !
Copyright 2014 INTAGE VIETNAM LLC. All Rights Reserved. INTAGE VIETNAM LLC
Contact: Website: http://intage.com.vn Mail: [email protected] Facebook: Intage Vietnam