VIETNAMESE LIFESTYLE SURVEY Free to use version B&Company Vietnam 2015, October
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 email address for further reference about the terms of use: info@b-company.jp 1
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
Table of Content 1. Survey Overview 2. Activities Participation 3. Attitude towards Promotion and Advertising 3
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
Respondent Profile (%) The young people (under 24 years old) account for the majority, and most respondents have college education or above 0% = 06 respondents 06 06 06 4 40 or older 5 Post-graduate 2 - <3 34 Others 46 Male 24 25 - <2 66 University 32 HCMC 44 20 - < 24 54 Female 34 Hanoi 16 College 1 - < 1 11 2 High school Under High school Location Gender Age Education Source: Bean Survey 5
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 06 06 4 15 or higher 16 Others - <15 Self-employed professional 41 15 or higher 31 5 -< 31 Student 22 3 - <5 26 - <15 46 Office worker 25 < 3 21 5 - < No income 4 3 -< 5 < 3 Occupation Personal Income (MVND/month) Household Income (MVND/month) Source: Bean Survey 6
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 1 0 2 Shopping mall 63 50 4 Amusement/Theme park 56 51 61 Restaurant 56 52 5 Cinema 52 4 56 Fast-food Restaurant 4 3 5 Karaoke/ bar 46 50 43 Swimming pool 2 32 26 Gym 24 2 20 Music venue/concert 23 24 23 Source: Bean Survey
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 3 2 30 Coffee shop 1 1 4 6 Shopping mall 63 2 55 60 Amusement/Theme park 56 62 51 56 Restaurant 56 66 51 50 Cinema 52 5 60 3 Fast-food Restaurant 4 5 4 40 Karaoke/ bar 46 46 44 4 Swimming pool 2 26 30 30 Gym 24 24 25 24 Music venue/concert 23 23 21 25 Source: Bean Survey
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 41 4 3 2 5 11 13 4 1 16 3 4 6 1 4 5 4 13 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 36 2 41 3 3 Price off / cash discounts Total Male Female Hanoi HCMC *Others: Redemption, Under the cap (UTC) promotions, Promo Girls, Giving phone cards Source: Bean Survey
Most attractive promotional activities by age (%) Price off / cash discounts is more attractive for the 25 2 year-olds 0%= 06 respondents 5 403 215 131 32 5 11 13 5 4 5 3 2 6 4 16 11 13 16 13 13 13 16 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 36 34 36 3 36 22 Price off / cash discounts Total Under 20 20-24 25-2 30-3 40 and over *Others: Redemption, Under the cap (UTC) promotions, Promo Girls, Giving phone cards Source: Bean Survey
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%= 1 6 6 5 15 16 33 3 43 30 24 Not at all Don't mind either way Yes, I would be interested 2 60 4 52 36 41 Acceptable 46 43 2 25 22 21 Preferred choice In-store Letter/ invitation Email 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
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 6 3 42 6 Newspapers 36 2 3 3 Direct mail 33 22 1 Radio 32 23 23 6 Supermarket promotions 31 1 36 5 Magazines 26 3 32 3 Internet 1 5 3 11 Outdoor billboards 13 21 34 Cinema 4 Bus-shelters 20 2 Brochures / leaflets 6 30 2 SMS messaging 4 60 Source: Bean Survey
COMPANY INTRODUCTION B&Company Vietnam
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
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
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