Consumer Behavior Survey SOFT DRINK MARKET
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1 Consumer Behavior Survey SOFT DRINK MARKET
2 Contents Executive summary Industry overview Survey results General information about the survey 2
3 EXECUTIVE SUMMARY [1] Brand awareness Coca-Cola Pepsi and C2 Green tea are three brands with the highest levels of brand awareness,. Coca-Cola, Pepsi, C2 Green tea and Zero Degree Green tea are brands with the highest proportions of consumers have consumed. [2] Customer satisfaction Coca-Cola, Pepsi and Zero Degree Green tea have the highest level of consumer satisfaction 3
4 EXECUTIVE SUMMARY [3] Consuming habits Almost respondents prefer carbonated soft drinks Buy in single bottles is the most preferred form of purchasing. [4] Factors influencing customers purchase decisions Brand, habits and hobbies and products quality mainly influence customers purchase decisions. 4
5 EXECUTIVE SUMMARY [5] Channels to access product information Grocery stores are the most common channel to buy products (62.7%), the second most common channel is supermarkets, (40.3%) Factors mainly influence consumers shopping location choices. TV and word of mouth are the most popular channels to access product information [6] Characteristics of the household members consuming soft drinks the most Gender Age 5
6 Contents Executive summary Industry overview Survey results General information about the survey 6
7 NON-ALCOHOLIC BEVERAGES INDUSTRY OVERVIEW 85 trillion VND Total industry sales % Growth rate % Growth rate million liters Market volume Manufacturing enterprises Output targets 2020: 6.8 billion liters 2025: 9.5 billion liters Source: Vietnam Association of Wine - Beer - Beverages Ministry of Industry and Trade The development plan of the beer, wine, soft drinks of Vietnam to 2025 and vision to
8 LEADING ENTERPRISES IN NON-ALCOHOLIC BEVERAGES INDUSTRY Suntory Pepsico Vietnam Beverage(IBC) Tan Hiep Phat Beverage group Coca Cola beverages Vietnam ltd. Interfood shareholding compary Tribeco Co. ltd. Red Bull Vietnam ltd. La Vie Co. ltd. Chuong Duong beverages joint stock company Vinh Hao mineral water joint stock company CKL Co. ltd 8
9 ENTERPRISES WITH THE LARGEST MARKET SHARES Pepsico and Coca-Cola have the largest market shares of carbonated soft drinks market. Tan Hiep Phat has the largest market share of noncarbonated soft drinks market. 9
10 Contents Executive summary Industry overview Survey results General information about the survey 10
11 SURVEY RESULTS BRAND AWARENESS AND CUSTOMER SATISFACTION CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT DRINKS THE MOST CONSUMING HABITS FACTORS INFLUENCING CUSTOMERS BUYING DECISIONS SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS SHOPPING LOCATION CHOICES CHANNELS TO ACCESS PRODUCT INFORMATION BRAND LOYALTY PROMOTION FORMS 11
12 BRAND AWARENESS BRAND AWARENESS AND CUSTOMER SATISFACTION Brands with the highest levels of brand awareness 12
13 BRAND AWARENESS AND CUSTOMER SATISFACTION BRAND AWARENESS BY GENDER 13
14 BRAND AWARENESS AND CUSTOMER SATISFACTION BRAND POPULARITY Brand B Brand A Brand C The highest proportion of consumers have consumed 14
15 BRAND AWARENESS AND CUSTOMER SATISFACTION BRAND POPULARITY BY GENDER 15
16 CURRENT CONSUMPTION BRAND AWARENESS AND CUSTOMER SATISFACTION The brand with the highest proportion of consumers using products in the last month 16
17 CONSUMER SATISFACTION BRAND AWARENESS AND CUSTOMER SATISFACTION 100% 80% 60% 40% 20% 0% Hài Satisfied lòng Bình Neutral thường Không Dissatisfied hài lòng 17
18 SURVEY RESULTS BRAND AWARENESS AND CUSTOMER SATISFACTION CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT DRINKS THE MOST CONSUMING HABITS FACTORS INFLUENCING CUSTOMERS BUYING DECISIONS SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS SHOPPING LOCATION CHOICES CHANNELS TO ACCESS PRODUCT INFORMATION BRAND LOYALTY PROMOTION FORMS 18
19 GENDER AND AGE OF THE HOUSEHOLD MEMBERS CONSUMING SOFT DRINKS THE MOST 19
20 SURVEY RESULTS BRAND AWARENESS AND CUSTOMER SATISFACTION CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT DRINKS THE MOST CONSUMING HABITS FACTORS INFLUENCING CUSTOMERS BUYING DECISIONS SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS SHOPPING LOCATION CHOICES CHANNELS TO ACCESS PRODUCT INFORMATION BRAND LOYALTY PROMOTION FORMS 20
21 CONSUMING HABITS CONSUMING HABITS Carbonated soft drinks are more popular Men consume carbonated soft drinks more than Women do 21
22 CONSUMING HABITS QUANTITY Buy in bottles XX% Buy in packs XX% Buy in crates XX% 22
23 VOLUME - PACKAGING CONSUMING HABITS 1 liter and more XX% From 350ml to under 1 liter XX% Plastic bottles: XX% Aluminum cans: XX% Glass bottles: XX% Under 350 ml XX% 23
24 SURVEY RESULTS BRAND AWARENESS AND CUSTOMER SATISFACTION CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT DRINKS THE MOST CONSUMING HABITS FACTORS INFLUENCING CUSTOMERS BUYING DECISIONS SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS SHOPPING LOCATION CHOICES CHANNELS TO ACCESS PRODUCT INFORMATION BRAND LOYALTY PROMOTION FORMS 24
25 FACTORS INFLUENCING CUSTOMERS BUYING DECISIONS FACTORS INFLUENCING CUSTOMERS BUYING DECISIONS Brand Habits and hobbies Product quality Origin Price Pervasiveness of counterfeited products Popularity Design, packaging Size, capacity Easy to access Promotions 25
26 FACTORS INFLUENCING CUSTOMERS BUYING DECISIONS BY GENDER FACTORS INFLUENCING CUSTOMERS BUYING DECISIONS 26
27 FACTORS INFLUENCING CUSTOMERS BUYING DECISIONS BY INCOME FACTORS INFLUENCING CUSTOMERS BUYING DECISIONS 27
28 SURVEY RESULTS BRAND AWARENESS AND CUSTOMER SATISFACTIONS CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT DRINKS THE MOST CONSUMING HABITS FACTORS INFLUENCING CUSTOMERS BUYING DECISIONS SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS SHOPPING LOCATION CHOICES CHANNELS TO ACCESS PRODUCT INFORMATION BRAND LOYALTY PROMOTION FORMS 28
29 SHOPPING LOCATIONS SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS SHOPPING LOCATION CHOICES Grocery stores are the most popular channel to buy products, 62.7% the second most popular channel is supermarkets 40.3% 100% 80% 60% % 20% 0% 40.3 Supermarkets Convenience Stores Markets Grocery Stores Online purchasing Ussually Sometimes Seldomly Never 29
30 SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS SHOPPING LOCATION CHOICES FACTORS INFLUENCING CUSTOMERS SHOPPING LOCATION CHOICES XX% Distance and location XX% Price XX% Means of payment XX% Reputation XX% Promotions XX% Variety of products XX% Delivery service 30
31 SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS SHOPPING LOCATION CHOICES FACTORS INFLUENCING CUSTOMERS SHOPPING LOCATION CHOICES- BY GENDER 31
32 SURVEY RESULTS BRAND AWARENESS AND CUSTOMER SATISFACTION CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT DRINKS THE MOST CONSUMING HABITS FACTORS INFLUENCING CUSTOMERS BUYING DECISIONS SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS SHOPPING LOCATION CHOICES CHANNELS TO ACCESS PRODUCT INFORMATION BRAND LOYALTY PROMOTION FORMS 32
33 CHANNELS TO ACCESS PRODUCT INFORMATION CHANNELS TO ACCESS PRODUCT INFORMATION Tivi, đài TV and radio 93% Người thân, bạn bè Relatives, friends 62% Internet Salesmen Newspapers, magazines Leaflets, posters Advertisements on bus Cultural, musical event sponsorship Banners in public Advertisements in cinemas Forums 33
34 CHANNELS TO ACCESS PRODUCT INFORMATION CHANNELS TO ACCESS PRODUCT INFORMATION BY AGE 34
35 SURVEY RESULTS BRAND AWARENESS AND CUSTOMER SATISFACTION CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT DRINKS THE MOST CONSUMING HABITS FACTORS INFLUENCING CUSTOMERS BUYING DECISIONS SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS SHOPPING LOCATION CHOICES CHANNELS TO ACCESS PRODUCT INFORMATION BRAND LOYALTY PROMOTION FORMS 35
36 BRAND LOYALTY BRAND LOYALTY Given bad news about the regularly consumed products: % customers of brand A % customers of brand B % customers of brand C - Stop purchasing - Verify information 36
37 BRAND LOYALTY BRAND LOYALTY Incase a shopping location runs out of the regularly consumed products: % customers of brand A % customers of brand B % customers of brand C - Buy at other locations - Switch to other products 37
38 SURVEY RESULTS BRAND AWARENESS AND CUSTOMER SATISFACTION CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT DRINKS THE MOST CONSUMING HABITS FACTORS INFLUENCING CUSTOMERS BUYING DECISIONS SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS SHOPPING LOCATION CHOICES CHANNELS TO ACCESS PRODUCT INFORMATION BRAND LOYALTY PROMOTION FORMS 38
39 PROMOTIONS FORMS PREFERRED PROMOTION FORMS BY GENDER 43.1% 38.6% Bonus offers and Price discounts are preferred the most by both genders 7.8% 22% 25.8% 21.6% 15.7% 4.5% 11.8% 9.1% Nam Men Nữ Women Tặng sản phẩm Bonus offers Promotional gifts Tặng quà - sản phẩm khác Price discounts Giảm giá sản phẩm Lucky draw Rút thăm trúng thưởng Vouchers Tặng phiếu mua hàng 39
40 PROMOTION FORMS PREFERRED PROMOTION FORMS-BY AGE Respondents over 40 years old prefer Bonus offers Young respondents prefer promotional gifts and price discounts Promotion forms <=30 years old years old years old Over 55 years old Bonus offers Promotional gifts Price discounts Lucky draw Vouchers Unit: % 40
41 Contents Executive summary Industry overview Survey results General information about the survey 41
42 GENERAL INFORMATION ABOUT THE SURVEY Study sites: Hanoi Survey period: July 2016 Sample size: 170 households Sampling method: random sampling Survey method: face to face interviews 42
43 GENERAL INFORMATION ABOUT RESPONDENTS > % Gender Male 28.0% % Age % Female 72.0% % % Occupations % Household monthly income Business men Housewives, retired people retirees Officers Unskilled, freelance workers Service staffs Manufacturers Manager 0 Dưới < 5 mn 5 triệu From Từ 5 đến 5 to VND 10 dưới mn 10 VND triệu From Từ đến to 20 dưới mn 20 VND triệu Từ From 20 đến 20 to Từ >=40 triệu mn 40 dưới mn 40 VND VND trở lên triệu 43
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