Viettrack market rearch top line

Market research top-lineMarket research top-line No.3 – May - 2009
Vietnam regional differences - HCMC, Hanoi, Central (Danang), Mekong
Delta (Can Tho) in brand attitudes, service requirement, price
sensitivity, channel preference and A&P preferences.
HIGHLIGHTS:
Quantitative research techniques
HCMC
HA NOI DANANG
CANTHO
About
 Viettrack is a monthly market research top-line developed by FTA
research & consultant Vietnam in conjunction with ESOMAR (World
Research Association with over 5,000 members across 100 countries).
 Viettrack aims to:
 Provide snapshots on Vietnam consumers based on panel of 2,000 Vietnamese
consumers across 6 key cities (HCMC, Hanoi, Danang, Cantho, Haiphong, Nhatrang)
 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 a most effective
and value for investment usage of market research. Eventually, this would help
reduce marketing failures and expand the research industry in Vietnam
 Viettrack is a monthly market research top-line developed by FTA
research & consultant Vietnam in conjunction with ESOMAR (World
Research Association with over 5,000 members across 100 countries).
 Viettrack aims to:
 Provide snapshots on Vietnam consumers based on panel of 2,000 Vietnamese
consumers across 6 key cities (HCMC, Hanoi, Danang, Cantho, Haiphong, Nhatrang)
 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 a most effective
and value for investment usage of market research. Eventually, this would help
reduce marketing failures and expand the research industry in Vietnam
Market research top-line
Regional differences:
- brand attitude
Regional differences:
- brand attitude
FIGURES OF THE MONTH
95
89
50
82
5
11
50
18
AGREE
DO NOT AGREE
%
Hanoi consumers tend to be least loyal; they adopt new brand
much more frequently compared to other cities.
HCMC
HANOI
“I seldom switch brand”
FTA Viettrack panel - May 2009
95
89
50
82

5
11
50
18
AGREE
DO NOT AGREE
HANOI
DANANG
CANTHO
FIGURES OF THE MONTH
76
63
69
73
24
37
31
27
AGREE
DO NOT AGREE
Consumers in the South (HCMC, Can Tho) seem to be more
environmentally conscious
HCMC
%
“I like to buy products which are environmentally friendly”
FTA Viettrack panel - May 2009
76
63
69
73

24
37
31
27
AGREE
DO NOT AGREE
HANOI
DANANG
CANTHO
FIGURES OF THE MONTH
88
64
65
66
12
36
35
34
AGREE
DO NOT AGREE
Can Tho consumers are least in terms of seeking brand “badge
value”
HCMC
%
“I like to use well known premium brands”
FTA Viettrack panel - May 2009
88
64
65
66

12
36
35
34
AGREE
DO NOT AGREE
HANOI
DANANG
CANTHO
FIGURES OF THE MONTH
78
76
59
83
22
24
41
17
AGREE
DO NOT AGREE
HCMC consumers would tend to trust and rely on their first experience
with a brand while Hanoi consumers are selecting harder and could
change their mind several times during their purchase process.
HCMC
HANOI
%
“First impression on a brand is important”
FTA Viettrack panel - May 2009
78
76

59
83
22
24
41
17
AGREE
DO NOT AGREE
HANOI
DANANG
CANTHO
Market research top-line
Regional differences:
- service preference
Regional differences:
- service preference
FIGURES OF THE MONTH
38
61
66
48
62
39
34
52
AGREE
DO NOT AGREE
Privilege required seem to increase from South to North
HCMC
%

“Treated as VIP is what I prefer”
FTA Viettrack panel - May 2009
38
61
66
48
62
39
34
52
AGREE
DO NOT AGREE
HANOI
DANANG
CANTHO
FIGURES OF THE MONTH
74
67
70
80
26
33
30
20
AGREE
DO NOT AGREE
Southern consumers are strongly rejecting bad service attitude
HCMC
%
“Service attitude is even more important than product itself”

FTA Viettrack panel - May 2009
74
67
70
80
26
33
30
20
AGREE
DO NOT AGREE
HANOI
DANANG
CANTHO
Market research top-line
Regional differences:
- price sensitivity
Regional differences:
- price sensitivity
FIGURES OF THE MONTH
66
75
59
25
34
25
41
75
AGREE
DO NOT AGREE

People in Central and Mekong Delta are more likely to buy in large
quantity to save
HCMC
%“I usually buy in bulk to save money”
FTA Viettrack panel - May 2009
66
75
59
25
34
25
41
75
AGREE
DO NOT AGREE
HANOI
DANANG
CANTHO
FIGURES OF THE MONTH
68
75
73
62
32
25
27
38
AGREE
DO NOT AGREE
HCMC consumers do not care as much as other cities in planning their

monthly expenses
HCMC
%
“I usually have plan for my monthly expenses”
FTA Viettrack panel - May 2009
68
75
73
62
32
25
27
38
AGREE
DO NOT AGREE
HANOI
DANANG
CANTHO
FIGURES OF THE MONTH
46
68
70
55
54
32
30
45
AGREE
DO NOT AGREE
HCMC

Northern people claim to pay more for the product/ service which are
unique.
%
“I pay more for new or unique product/ service”
FTA Viettrack panel - May 2009
46
68
70
55
54
32
30
45
AGREE
DO NOT AGREE
HANOI
DANANG
CANTHO
FIGURES OF THE MONTH
48
59
55
28
52
41
45
72
AGREE
DO NOT AGREE
HCMC

HANOI
Central and North like price bargaining more
%
“I like price bargaining better than fixed price”
FTA Viettrack panel - May 2009
48
59
55
28
52
41
45
72
AGREE
DO NOT AGREE
HANOI
DANANG
CANTHO