[research];[attitude toward vietnam product]
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Market research top-line No.8 – October 2009
The consumers’ attitudes on Vietnam productsHIGHLIGHTS:
HCMC HA NOI DANANG CANTHO
Top 10 TVC Ranking
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About
Viettrack is a monthly market research top-line developed by FTA Research & Consultant, therepresentative of ESOMAR in Vietnam. FTA is applying ISO 20252, a quality managementstandard in market research.
Viettrack aims to: Provide snapshots on Vietnam consumers based on panel of 400 Vietnamese consumers
across 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 and
value for investment usage of market research. Eventually, this would help reducemarketing failures and expand the market research industry in Vietnam
Viettrack is a monthly market research top-line developed by FTA Research & Consultant, therepresentative of ESOMAR in Vietnam. FTA is applying ISO 20252, a quality managementstandard in market research.
Viettrack aims to: Provide snapshots on Vietnam consumers based on panel of 400 Vietnamese consumers
across 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 and
value for investment usage of market research. Eventually, this would help reducemarketing failures and expand the market research industry in Vietnam
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The consumers’ attitudes toward Vietnam products
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Vinamilk, Kinh Do and Chinsu are most known to consumers.Vinamilk, Viet Tien and PNJ are favorite to most of consumers. It’s interestingto note that awareness might not guarantee consumers’ preference.
TotalTotal HCMCHCMC Ha NoiHa Noi Da NangDa Nang Can ThoCan Tho
%
68
77
81
83
70
76
75
84
66
79
89
14
16
16
18
19
19
23
24
26
26
43
80
76
91
88
61
86
74
94
73
91
97
22
12
16
14
9
28
4
23
33
38
52
53
92
91
95
84
74
85
96
63
90
99
7
18
13
22
22
10
20
30
24
22
45
79
75
73
76
71
74
74
72
75
75
78
9
17
20
11
23
12
32
21
18
27
50
60
66
68
71
62
69
65
72
52
59
81
16
18
16
23
22
25
37
20
27
15
26Vinamilk
Viet Tien
PNJ
Kinh Do
Q: Do you know these brands? What are 03 favorite brands of those you know?
Favorite brand Aided awareness
68
77
81
83
70
76
75
84
66
79
89
14
16
16
18
19
19
23
24
26
26
43
80
76
91
88
61
86
74
94
73
91
97
22
12
16
14
9
28
4
23
33
38
52
53
92
91
95
84
74
85
96
63
90
99
7
18
13
22
22
10
20
30
24
22
45
79
75
73
76
71
74
74
72
75
75
78
9
17
20
11
23
12
32
21
18
27
50
60
66
68
71
62
69
65
72
52
59
81
16
18
16
23
22
25
37
20
27
15
26
Kinh Do
Bitis
Kim Dan
FPT
Chinsu
Thien Long
Tan Hiep Phat
Sabeco
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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.
TotalTotal HCMCHCMC Ha NoiHa Noi Da NangDa Nang Can ThoCan Tho
%
High quality
Premium/ Good design
Credibility
Value for money
Contain no preservative
16
21
31
32
37
37
48
56
59
53
66
88
1
2
3
2
3
2
1
7
10
5
9
54
15
29
41
36
40
31
59
51
79
54
76
96
8
2
3
2
2
12
3
3
63
16
12
27
39
42
48
39
65
45
63
70
91
5
4
4
3
2
10
6
7
16
43
17
28
43
38
45
47
60
68
77
57
74
93
1
1
1
9
11
5
5
67
14
16
12
16
22
23
35
40
35
39
42
73
2
7
1
5
1
2
7
9
6
13
42
Q: What factors would make you buy foreign brands? Which factor is the most important when you buy foreign brands?
Nice packaging design
Friends/ relatives are using
Long time preservation
I am proud of owning/using foreign brands
Good after-sales services
Good/ attractive advertising
Much advertised 16
21
31
32
37
37
48
56
59
53
66
88
1
2
3
2
3
2
1
7
10
5
9
54
15
29
41
36
40
31
59
51
79
54
76
96
8
2
3
2
2
12
3
3
63
16
12
27
39
42
48
39
65
45
63
70
91
5
4
4
3
2
10
6
7
16
43
17
28
43
38
45
47
60
68
77
57
74
93
1
1
1
9
11
5
5
67
14
16
12
16
22
23
35
40
35
39
42
73
2
7
1
5
1
2
7
9
6
13
42
Most important Important
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Consumers choose domestic brands because of their affordable prices andacceptable quality.
TotalTotal HCMCHCMC Ha NoiHa Noi Da NangDa Nang Can ThoCan Tho%
Affordable price
Acceptable quality
Credibility
Good product design
25
36
38
39
44
44
44
47
53
55
61
68
82
1
2
2
1
6
1
3
7
3
4
6
29
36
35
26
36
36
38
56
24
51
47
63
51
88
90
3
6
4
1
5
34
47
7
18
25
12
41
33
35
55
69
56
75
82
84
2
2
1
8
2
2
13
9
2
6
29
24
42
52
59
58
59
63
63
45
65
64
70
72
80
3
2
1
2
3
4
46
39
16
49
30
50
39
24
52
36
32
36
46
30
73
1
6
4
2
11
6
9
1
11
7
7
35
Q: What factors would make you buy Vietnamese brands? Which factor is the most important when you buy Vietnamese brands?
Friends/ relatives are using
Contain no preservative
Much advertised
Nice packaging design
I am proud of owning/using domestic brands
Good/ attractive advertising
Long time preservation
Many promotion programs
Good after-sales services 25
36
38
39
44
44
44
47
53
55
61
68
82
1
2
2
1
6
1
3
7
3
4
6
29
36
Most important Important
35
26
36
36
38
56
24
51
47
63
51
88
90
3
6
4
1
5
34
47
7
18
25
12
41
33
35
55
69
56
75
82
84
2
2
1
8
2
2
13
9
2
6
29
24
42
52
59
58
59
63
63
45
65
64
70
72
80
3
2
1
2
3
4
46
39
16
49
30
50
39
24
52
36
32
36
46
30
73
1
6
4
2
11
6
9
1
11
7
7
35
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The good news is that 71% rely on “Vietnam products of high quality” label.Hanoi consumers appreciate “Vietnam products of high quality” more than others.
4 5 1 2 6
25 24
11
37 28
52 5476
53
26
19 17 12 8
40Very reliable (5)
Reliable (4)
Neutral (3)
Unreliable (2)
Definitely unreliable (1)
Mean score 3.87 3.83 3.99 3.67 4.00
TotalTotal HCMCHCMC Ha NoiHa Noi Da NangDa Nang Can ThoCan Tho
%Top-2-box 71 73 88 61 66
Q: Please advise your level of trust on domestic products labeled “Vietnam products of high quality”.
4 5 1 2 6
25 24
11
37 28
52 5476
53
26
19 17 12 8
40Very reliable (5)
Reliable (4)
Neutral (3)
Unreliable (2)
Definitely unreliable (1)
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“Vietnam products of high quality” are chosen because of their the acceptable quality andaffordable price.
5
6
12
8
6
7
12
17
32
43%
Acceptable quality
Affordable price
Contain no preservative
Nice product design
1
4
7
2
10
7
4
4
35
36
8
7
8
17
5
7
8
20
17
45
10
13
4
3
7
15
22
10
37
52
2
1
18
10
3
12
32
40
40
TotalTotal HCMCHCMC Ha NoiHa Noi Da NangDa Nang Can ThoCan Tho
5
6
12
8
6
7
12
17
32
43
Q: What are your comments on “Vietnam products of high quality?
Credibility
Well nomitated by consumers
Healthy products
Durable
Trusted by the majority
Varied designs/types of products 1
4
7
2
10
7
4
4
35
36
8
7
8
17
5
7
8
20
17
45
10
13
4
3
7
15
22
10
37
52
2
1
18
10
3
12
32
40
40
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Consumers expect ‘Vietnam products of high quality’ to be of real good quality, affordable priceand better product design.
4
5
4
4
5
9
10
19
24
42
%
10
8
10
2
3
2
24
31
52Better quality
Affordable price
Better product design
More promotion
2
10
11
4
3
13
5
7
19
36
2
5
3
4
10
12
25
21
23
40
4
4
1
6
5
12
10
15
21
38
TotalTotal HCMCHCMC Ha NoiHa Noi Da NangDa Nang Can ThoCan Tho
4
5
4
4
5
9
10
19
24
42
Q: What are your expectation on “Vietnam products of high quality?
10
8
10
2
3
2
24
31
52
More varied designs/types
Consistent pricing
Better durability
No preservative
More Vietnam products of high quality
Better after-sales service 2
10
11
4
3
13
5
7
19
36
2
5
3
4
10
12
25
21
23
40
4
4
1
6
5
12
10
15
21
38
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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 exposedand also preferred to TVC viewers.
TotalTotal HCMCHCMC Ha NoiHa Noi Da NangDa Nang Can ThoCan Tho
%
Coca cola - Brrrrrrrrrr….
Beeline - Big Zero
Dr.Thanh - Nóng trong người
Comfort - Andy &Lily
66
58
59
70
74
75
75
74
78
76
74
86
7
9
10
8
10
11
12
17
18
21
29
31
59
46
42
59
60
69
75
53
75
74
71
72
3
10
7
8
3
14
17
11
22
16
36
26
55
45
50
80
67
73
69
89
86
80
88
94
8
5
8
9
7
8
5
28
29
29
32
44
96
94
95
92
92
93
93
95
96
91
96
94
10
17
13
4
15
12
13
20
12
18
43
23
54
46
50
49
75
63
63
57
56
57
41
84
8
3
11
11
15
10
14
10
9
22
5
30
Q: Which TVCs do you view last month? What top 03 TVCs do you do you like?
Sữa chua Vinamilk - Chiếc mũi trắng
Downy - 1 lần xả
Maggi - 3 ngọt
P/S - Trà xanh
Knorr - Thịt thăn và xương ống
Hazeline - Sữa dưỡng thể ngọc trai
Johnson baby - Sữa tắm nhẹ dịu
Dove - Dầu gội phục hồi 66
58
59
70
74
75
75
74
78
76
74
86
7
9
10
8
10
11
12
17
18
21
29
31
59
46
42
59
60
69
75
53
75
74
71
72
3
10
7
8
3
14
17
11
22
16
36
26
55
45
50
80
67
73
69
89
86
80
88
94
8
5
8
9
7
8
5
28
29
29
32
44
96
94
95
92
92
93
93
95
96
91
96
94
10
17
13
4
15
12
13
20
12
18
43
23
54
46
50
49
75
63
63
57
56
57
41
84
8
3
11
11
15
10
14
10
9
22
5
30
Favorite TVC Aided awareness
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Coca Cola Brrr, Beeline – Big Zero and Vinamilk Yoghurt are unique TVCs.
8
8
9
9
9
16
17
20
33
37
4
15
13
11
10
22
15
10
36
28
10
7
3
1
11
25
26
27
48
53
5
6
8
18
2
9
10
31
43
42
11
3
10
4
13
8
18
12
3
25Coca Cola - Brrr
Beeline - Big Zero
Vinamilk Yoghurt – Chiếc mũ trắng
Dr. Thanh
TotalTotal HCMCHCMC Ha NoiHa Noi Da NangDa Nang Can ThoCan Tho
%
8
8
9
9
9
16
17
20
33
37
Q: What are 03 unique TVCs?
4
15
13
11
10
22
15
10
36
28
10
7
3
1
11
25
26
27
48
53
5
6
8
18
2
9
10
31
43
42
11
3
10
4
13
8
18
12
3
25
Comfort - Andy & Lily
Surf - Bột giặt oxy
Downy - Một lần xả
Nokia - N97
Maggi - 3 ngọt
Pepsi Tôi có thể - Chim cánh cụt
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The next Viettrack will come in on 15th November 2009
Market research top-line
Your feedback and enquiry on Viettrack is highly appreciated.The next Viettrack will come in on 15th November 2009
Contact: Tuong Tuan Thong, Managing DirectorTel: +84 8 3514 2584Email: [email protected]
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