Survey about shampoo usage and brand image in Vietnam

Q&Me is online market research provided by Asia Plus Inc.

Research Background

This survey clarifies the lifestyle related with washing hair among Vietnam female, as well as their brand perception

Gender: Female Age: 18-39 Location: HCM / Hanoi Number of respondents: 420

Respondents’ hairstyle

7% 6% 7%

12% 36% 32%

Twice per day

Once per day

Once per 2 - 3 days

Once per 4 - 5 days

Once per week

Less often

9%

24%

52%

5%9%

1%

9%

16%

66%

4% 4%1%

9%

20%

58%

4%7%

1%

HCM Hanoi

All

Frequency of hair wash

71% washes their hairs less than once per day

Q. How often do you wash your hair? (SA)

Bath tub Shower Sink Others

20%

77%

47%

10%

21%

88%

71%

7%

21%

82%

58%

9%

HCM Hanoi All

Bathroom facilities

Still the comfortable bathroom environment is not provided fully yet

Q. What kind of bathroom environment do you have? (MA)Q. Does your bathroom have hot water? (SA)

HCM Hanoi All

50%

79%64%

50%

21%36%

Yes No

Availability of hot water Bathroom facilities

Q. Please choose the types of products that you use usually.(Please choose all applicable) (MA)

Usage of hair care

Shampo

o

Rinse-i

n Sha

mpoo

Rinse o

r Con

dition

er

Hair pa

ck tre

atmen

t (was

hable

)

Hair pa

ck tre

atmen

t (not

for w

ash)

Soap

Others

75%

21%

35%

6%1% 4% 0%

88%

20%

53%

9%3%

7%3%

81%

20%

44%

7%2% 6%

1%

HCMHanoiAll

Usage of the independent rinse or conditioner is less than half, although the usage in Hanoi is higher

Q. Where do you buy hair care products? (shampoo, rinse, treatment etc)(MA)

Purchase locations

Supermarket 73%

Local Store / Street market 36%

Local Market 19%

Convenience Store 19%

Cosmetic shops 16%

Brand shops 13%

Drug store 6%

Friends 5%

Online / Facebook 4%

Purchase factors

Effect

Brand

Scent

Price

Ingred

ient

Promoti

on

Froaming Size

Rinse-i

n

Type (

Packa

ge/B

ottle)

67%

56% 55%50%

28% 27%

12% 11% 11% 10%

53%

15%11% 9% 6% 4%

0% 0% 2% 1%

Important Most important

Consumers buy products considering about effects most

Q. What is important (most important) when you choose shampoo (select all applicable) (MA)Effect = Prevent itching, hair loss, dandruff etc)

Q. Please share us all (the most) affected items to choose the brand in use (MA, SA)

Influence factor

TVC

Friend

s

Family

Intern

et Ads

Inform

ation

sites

Brand p

age

Store a

ds / P

OP

Faceb

ook

Newsp

aper

Magaz

ine

Promote

r lady

Billboa

rd

45%43%

36%

17% 16% 16% 15% 14% 13% 12%9% 8%

29%

21% 22%

4% 5%8%

3% 3%1% 2% 2% 2%

Influenced items Most influenced items

TVC and word-of-mouth (friends, family) are the dominant factors

Brand recognition and usage

Brand Stickness

Q. Do you stick with same brand or flexible? (SA)

Always same brand; 27%

Same brand but sometime flexi-

ble; 66%

Always flexible; 8%

74% are flexible to change the brand

Q. Please list up shampoo that you are in use currently (FA), N=543Those who were misspelled are included as long as we could identify the brand

Brand in Use (by free comment)

Dove are used by most, followed by CLEAR and PANTENE

DOVE

CLEAR

PANTENE

SUNSILK

Head &

Sho

ulder

Rejoice

TRESemme

My Hao

Double

Rich

X MEN

Lifeb

uoy

THÁI DƯƠNG

26%

17%16%

12%

7%5%

3% 3%2% 2%

1% 1%

Influenced items

Q. Please list up shampoo that you are in use currently (FA), N=543Those who were misspelled are included as long as we could identify the brand

Top of the mind (BD) (by free comment)

Clear & Dove are most associated shampoo brand.

CLEAR

DOVE

SUNSILK

PANTENE

Head &

Sho

ulder

Rejoice

THÁI DƯƠNG

ENCHANTEUR

TRESemme

Double

Rich

L'Orea

l

X-Men

Lifeb

uoy

All Hanoi HCM 18-24 25-29 30-39

Q. When you hear, “shampoo brand for elderly (youth), which products come up on your mind? (youth =N=888, eldery N=820)Those who were misspelled are included as long as we could identify the brand

Brand for youth and elderly (by free comment)

Dove is most associated with youth image, while Thai duong is for elderly

SUNSILKDOVE

CLEAR

PANTENE

THÁI DƯƠNG

Rejoice

Head &

Sho

ulder

bồ kế

t

My Hao

Lifeb

uoy

TRESemme

X-Men

L'OREAL

Roman

o

20%19%

13%11%

10%

7%

4% 4%3%

2%1%

19%

25%

16%

13%

0%

6% 6%

0%1% 1% 1%

3%1% 1%

Brand for elderly Brand for youth

Brand voice of customer comparison (by free comment)

21

SUNSILK

CLEAR

PANTENE

Head &

Sho

ulder

Rejoice

My Hao

TRESemme

X-Men

Double

Rich

THÁI DƯƠNG

Lifeb

uoy

bồ kế

t

L'OREAL

Roman

o

ench

anteu

reur

Brand for elderly Brand for youth Brand in use Top of the mind

Q. Please choose the brand that is applicable to each image (SA)N=375, those who chooses shampoo themselves

Brand Image (by choice from given 5 brands)

Brand for me Good for my hair

Advertised a lot

A good quality Easy to find Premium Affordable Endorsed by celebrity

Pantene Head&Shoul Sunsilk Dove Rejoice

Dove for the high-quality and premium image. Sunsilk affordable and easy-to-find.

Respondent profile

Full-time employ-

ment; 58%

Part-time employment;

8%

Self-owned business; 7%

Freelancer; 4%

Full time ‐homemaker;

3%

University student; 18%

Others; 3%

Occupation

HCM; 53%Hanoi; 47%

Residence

Single; 49%Married; 50%

Others; 1%

Married Status18-19; 7%

20-24; 24%

25-29; 25%

30-34; 35%

35-39; 9%

Age

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<9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-

17%

8% 8% 8% 8% 8% 7% 7% 7%

22%

0%1%

18%

31%

22%

14%

7%

3% 3%

1%

Stats Q&Me

Active users by age Urban user ratio (top 6 provinces)

Stats Q&Me

22%

51%

78%

49%

Top 6 provinces Others

Who we are (1) – Q&Me panelist

Due to the utilization of online, our service is best suited for the survey targeting 10’s – 30’s in urban areas

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Q&Me is online market research provided by Asia Plus Inc.