VIETNAMESE LIFESTYLE SURVEY

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1 VIETNAMESE LIFESTYLE SURVEY Free to use version B&Company Vietnam 2015, October

2 About this report This report is published for free to all readers. The goal of this report is to understand people s activities in general, in addition with some evaluation on promotion and advertising activities. By using online survey method, the limited sampling cannot represent the whole population of Vietnam. However, we have minimized the issues by cross analyzing using only some demographic factors that fit with the real population. This report and all materials directly related to it are properties of B&Company. All rights reserved. No parts of this report may be reproduced or transmitted in any form or by any means without the prior written permission. Should you wish to use this report for any purposes, please kindly contact B&Company through the following given address for further reference about the terms of use: info@b-company.jp 1

3 Key Findings From the survey, we have information of some of the most participated activities, as well as some evaluation towards promotion and advertising activities No. Content Key Finding 1 Activities participation Most participated activities were going to a coffee shop or a shopping mall 2 The most attractive promotions Price off / cash discounts is always the most attractive promotional activities, regardless of gender, location or age 3 Product or service advertisement Almost all people want to receive useful messages about products or service or don t mind. Among them, In-store promotion/product demonstrations is the most preferred choice 4 Advertising channels evaluation Television is considered as trustworthy and carries helpful advertising channel, Internet is the most enjoyable/ entertaining/ pleasing channel while SMS messaging is the most intrusive channel 2

4 Table of Content 1. Survey Overview 2. Activities Participation 3. Attitude towards Promotion and Advertising 3

5 1. Survey Overview Survey Summary Conducted by online platform, this survey asks questions related to general activities and some thoughts on promotional and advertising activities Topic Objective Vietnamese lifestyle in general Sample 06 respondents Understand general activities of Vietnamese people and differences in behavior based on factors of location, gender, age and household income Research methodology Online survey Timeline September 11th, 2015 to October 30th, 2015 Questionnaires 15 questions, in which 6 main questions related to the topic to understand about: o Activities participation o The most attractive promotions o Product or service advertisement o Evaluation on advertising channels questions related to respondents information 4

6 Respondent Profile (%) The young people (under 24 years old) account for the majority, and most respondents have college education or above 0% = 06 respondents or older 5 Post-graduate 2 - <3 34 Others 46 Male <2 66 University 32 HCMC < Female 34 Hanoi 16 College 1 - < High school Under High school Location Gender Age Education Source: Bean Survey 5

7 Respondent Profile (%) 46% of respondents are office workers. In terms of income, 31% have personal income of 5 to less than MVND/month, and 41% have household income of 15 MVND/month or higher 0% = 06 respondents or higher 16 Others - <15 Self-employed professional or higher < 31 Student < <15 46 Office worker 25 < < No income 4 3 -< 5 < 3 Occupation Personal Income (MVND/month) Household Income (MVND/month) Source: Bean Survey 6

8 2. Activitives participation Places visited within the last 3 months - by gender (%) While females are more active in most activities, especially going to shopping malls, males take part in more entertaining and sporty activities more often Total Male Female 0%= 06 respondents 41 4 Coffee shop Shopping mall Amusement/Theme park Restaurant Cinema Fast-food Restaurant Karaoke/ bar Swimming pool Gym Music venue/concert Source: Bean Survey

9 Places visited within the last 3 months by location (%) In Hanoi, the ratio of people who have been to a shopping mall, theme park, restaurant or a fast-food place is notably larger than HCMC and other locations Total Hanoi HCMC Others 0%= 06 respondents Coffee shop Shopping mall Amusement/Theme park Restaurant Cinema Fast-food Restaurant Karaoke/ bar Swimming pool Gym Music venue/concert Source: Bean Survey

10 3. Attitude towards Promotion and Advertising Most attractive promotional activities by gender and location (%) Price off / cash discounts seem to be more attractive to females. Interestingly, the method of Lucky draw seems to be more preferable to males and HCM people Gender Location 0%= 06 respondents Others* Value added pack (eg buy 3 get 1 free) Scratch and Win Premium items (eg cap, T-shirt etc) Lucky draw Contest Product sampling / free trials Price off / cash discounts Total Male Female Hanoi HCMC *Others: Redemption, Under the cap (UTC) promotions, Promo Girls, Giving phone cards Source: Bean Survey

11 Most attractive promotional activities by age (%) Price off / cash discounts is more attractive for the 25 2 year-olds 0%= 06 respondents Others* Value added pack (buy 3 get 1 free, etc.) Scratch and Win Premium items (cap, T-shirt, etc.) Lucky draw Contest for prize Product sampling / free trials Price off / cash discounts Total Under and over *Others: Redemption, Under the cap (UTC) promotions, Promo Girls, Giving phone cards Source: Bean Survey

12 Evaluation on Advertisement (%) Most people want to receive useful messages about products or services. Among them, the majority considers In-store promotion /product demonstrations the most preferred channel, while telephone and SMS are least preferred Interest level in receiving useful messages about products or service Favorite channels of receiving advertising messages* 0%= 06 respondents No, I would not be interested 1 Don't mind either way 0%= Not at all Don't mind either way Yes, I would be interested Acceptable Preferred choice In-store Letter/ invitation Leaflet through door Leaflet in newspapers Telephone SMS *Respondents are the people who answered answer of Don t mind either way or Yes, I would be interested in in the chart of Interest level in receiving useful messages about products or service Source: Bean Survey 11

13 Evaluation on Advertising Channels (%) Television is considered most trustworthy and helpful, Internet is the most enjoyable/ entertaining/ pleasing channel while SMS messaging is the most intrusive channel 0%= 06 respondents Trustworthy Enjoyable/entertaining Helpful Too intrusive Television Newspapers Direct mail Radio Supermarket promotions Magazines Internet Outdoor billboards Cinema 4 Bus-shelters 20 2 Brochures / leaflets SMS messaging 4 60 Source: Bean Survey

14 COMPANY INTRODUCTION B&Company Vietnam

year: 200 Service focus: Market Research

15 Company Overview Originated from Japan with local offices in 2 big cities of Vietnam, B&Company promises to provide topquality solutions for your business with our deep local understanding Vietnam Office Hanoi & HCMC Established year: 200 Service focus: Market Research Market Entry Consulting Qualifications & partnerships: Japan Office Tokyo Established year: 1 Service focus: Strategic Consulting Financial Consulting Venture Investment & Advisory Foreign Business (ASEAN) Consulting

16 Service Menu We offer a wide range of services in market research & investment consulting to best support your business performance in Vietnam market CONSUMER SURVEY MARKET BRIEFING INDUSTRY INTERVIEW DESK RESEARCH MARKET RESEARCH MARKET ENTRY CONSULTING BUSINESS MATCHING REGULATORY CONSULTING With both teams in Japan and Vietnam, we provide flexible supports to many various kinds of requirements OTHER FLEXIBLE SUPPORT 15

http://b-company.jp/ info@b-company.jp Hanoi Office Representative: Ms.

, Hai Ba Trung District, Hanoi Tel: +4-4-3-5165 Fax: +4-4-3-5 Ho Chi Minh

Trang Nguyen Address: 2F, Indochina Tower, 4 Nguyen Dinh Chieu Str.

17 Thank you! If you have further inquiry, please feel free to contact us at: Hanoi Office Representative: Ms. Huong Duong Mr. Takayama Address: 3F, TH Building, 1 Do Hanh Str., Hai Ba Trung District, Hanoi Tel: Fax: Ho Chi Minh City Office Representative: Ms. Trang Nguyen Address: 2F, Indochina Tower, 4 Nguyen Dinh Chieu Str., District 1, HCMC Tel: Fax: Tokyo Office Representative: Mr. Sugiyama Address: F, Decom Building, Iwamoto-cho, Chiyoda-ku, Tokyo Tel: Fax:

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