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Consumer Behavior Survey
COFFEE MARKET
Contents
Industry overview
Survey results
Executive summary
General information about the survey
2
EXECUTIVE SUMMARY
[1] Brand awareness
Trung Nguyên is the brand with the highest level of brand recall (82.1%) High proportions of respondents replied that they have consumed Trung Nguyên
(98.1%), Nescafe (87.8%) and Vinacafe (76.3%)
[2] Customer satisfaction
Trung Nguyên has the highest proportion of satisfied customers, followed by
Nescafe
[3] Consuming habits
Common average consumption frequency is one cup per day (45.7%) Coffee with added sugar, milk is more common used than black coffee
Respondents over 55 years old consume black coffee more often than younger respondents
Roasted coffee powder is more common (90.2%) than roasted coffee beans
[4] Factors influencing customers’ buying decisions
Brand, habits and hobbies and product quality mainly influence customers’ buying decisions
Women are mainly influenced by product quality (64.1%) and brand (53.1%) Men are mainly influenced by habits and hobbies (67.9%)
EXECUTIVE SUMMARY
4
[5] Brand loyalty
When a shopping location runs out of the regularly consumed products, 30.9% of
Nescafe consumers will switch to other products. The figure for Vinacafe is 20%and the figure for Trung Nguyên is the lowest, 16.8%
[6] Channels to access product information
Grocery stores are the most common product channel, the second most common channel is supermarkets
Distance and location and reputation mainly affect customers’ shopping location
choices (78.8% and 72.4%) TV and Word of mouth are the most common channels to access product
information
EXECUTIVE SUMMARY
5
Contents
Industry overview
Survey results
Executive summary
General informationabout the survey
6
COFFEE INDUSTRY OVERVIEW
Season 2015/2016
- Growing area increases by 0.2% compared to the season 2014/2015
- Production output increases by 6.93% compared to the season 2014/2015
Source: U.S. Department of Agriculture (USDA) and International Coffee Organization (ICO)
Unit: thousand tons
1560 1590 1790 1644 1758
2011/2012 2012/2013 2013/2014 2014/2015 2015/2016
Coffee production output
increases by 3.03% on
average seasonally over the period 2011-2016
7
Source: U.S. Department of Agriculture (USDA) and International Coffee Organization (ICO)
In 2015:
Domestic coffee consumption: 156.000 tonsIn which:
- Roasted coffee: accounts for 2/3- Instant coffee: accounts for relatively
1/3 of total domestic consumption
Domestic coffee consumption increases by 11.75% on average over the period
2011-2016
100 109,5120,5 133 156
2011/2012 2012/2013 2013/2014 2014/2015 2015/2016
Unit: thousand tons
COFFEE INDUSTRY OVERVIEW
8
Contents
Industry overview
Survey results
Executive summary
General informationabout the survey
9
SURVEY RESULTS
• BRAND AWARENESS AND CUSTOMER SATISFACTION• CONSUMING HABITS• FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS• BRAND LOYALTY• SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’
SHOPPING LOCATION CHOICES• CHANNELS TO ACCESS PRODUCT INFORMATION• PROMOTION FORMS
10
BRAND AWARENESS
Brandrecall (%) 82.1 34.0 20.5 1.9 2.6 0.0
Brand recognition (%) 100 94.2 91.9 42.5 46.7 43.6
BRAND AWARENESS AND CUSTOMER SATISFACTION
Trung Nguyên has
the highest level of
brand awareness
11
BRAND AWARENESS – BY INCOME
Unit: %
BRAND AWARENESS AND CUSTOMER SATISFACTION
Higher income
respondents recognize
better
Birdy
Highlands
MacCoffee
BrandsUnder 10 mnVND
From 10 tounder 20 mn
VND20 mn VNDand higher
Trung Nguyên 100 100 100
Nescafe 97.4 96.1 94.6
Vinacafe 92.3 92.1 97.3
Highlands 28.2 43.4 54.1
Birdy 33.3 47.4 62.2
MacCoffee 23.1 47.4 56.7
12
BRAND POPULARITY
98.1%87.8%
76.3%
24.4% 26.3% 21.2%
TrungNguyên
Nescafe Vinacafe Highlands Birdy MacCoffee
BRAND AWARENESS AND CUSTOMER SATISFACTION
Trung NguyênNescafeVinacafeare the most
popular brands
13
CURRENT CONSUMPTION
Trung Nguyên has the highest proportion of consumers using products in the last month, 60.9%
0.6%
4.5%
5.8%
16.0%
33.3%
60.9%
0 10 20 30 40 50 60 70
BRAND AWARENESS AND CUSTOMER SATISFACTION
14
CONSUMER SATISFATION
The highest proportion of satisfied consumers 1. Trung Nguyên: 78.3%
2. Nescafe: 55.6%
BRAND AWARENESS AND CUSTOMER SATISFACTION
78,3
55,6
47,4
45,9
24,4
29,0
20,4
36,1
41,2
48,6
58,5
64,5
1,3
8,3
11,4
5,5
17,1
6,5
0% 20% 40% 60% 80% 100%
Trung Nguyên
Nescafe
Vinacafe
Highlands
Birdy
MacCoffee
Satisfied Neutral Dissatisfied
15
SURVEY RESULTS
• BRAND AWARENESS AND CUSTOMER SATISFACTION• CONSUMING HABITS• FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS• BRAND LOYALTY• SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’
SHOPPING LOCATION CHOICES• CHANNELS TO ACCESS PRODUCT INFORMATION• PROMOTION FORMS
16
COFFEE TYPES COMMONLY CONSUMED IN HOUSEHOLDS
Instant coffee is consumed by most of the households, 98.1%
98.1%
39.1%
19.2%
Cà phê hòa tan Cà phê rang xay Cà phê uống liềnInstant coffee Roasted coffee Ready-to-drink coffee
CONSUMING HABITS
17
CONSUMING HABITS
Common average consuming frequency is one cup per day (45.7%)
Most of the respondents consume coffee with added sugar, milk (83.1%)
29.3%
45.7%
25.0%
Mỗi ngày 2 cốc hoặc nhiều hơn
Mỗi ngày 1 cốc Mỗi tuần vài cốcTwo cups per day or more
One cup per day
Several cupsper week
CONSUMING HABITS
Milk coffee83.1%
Black coffee16.9%
18
CONSUMING HABITS
93,584,8 87,5
64,5
6,515,2 12,5
35,5
0%
20%
40%
60%
80%
100%
<=30 yearsold
31-40years old
41-55years old
>55 yearsold
71,4
85,8
28,6
14,2
0% 20% 40% 60% 80% 100%
Milk coffee Black coffee
Respondents over 55 years old consume
black coffee more than younger respondents doAlmost women consume milk coffee
CONSUMING HABITS
19
CONSUMING HABITS
Instant coffeeAlmost respondents consume instant coffee with
added sugar, milk (92.1%)
CONSUMING HABITS
Black
coffee
7.9%
With added
sugar, milk
92.1%
Powder,
90.2%
Coffee
bean, 9.8%
Roasted coffeeAlmost respondents consume
roasted coffee powder (90.2%)
20
SURVEY RESULTS
• BRAND AWARENESS AND CUSTOMER SATISFACTION• CONSUMING HABITS• FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS• BRAND LOYALTY• SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’
SHOPPING LOCATION CHOICES• CHANNELS TO ACCESS PRODUCT INFORMATION• PROMOTION FORMS
21
FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS
22
Packaging, design5.8%
Popularity9.6%
Brand51.9%
Habits and hobbies55.8%
Product quality64.1%
Price21.2%
Pervasiveness of counterfeited products
8.3%
Easy to access3.2%
Promotions2.2%
Size, capacity 5.1%
FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS
22
FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS – BY GENDER
67,964,1
53,9
0
10
20
30
40
50
60
70
80
%
Nam Nữ
Product quality
Brand Easy to access
Origin Price Popularity Pervasiveness of counterfeited products
Size, capacity
Packaging, design
Habits and hobbies
Promotions
Male Female
Women are influenced mainly by brandMen are mainly influenced by habits and hobbies
FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS
23
FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS - BY INCOME
Factors Under 10 mn VND (%)
From 10 to under 20 mn VND (%)
20 mn VNDand higher (%)
Product quality 53.8 67.1 70.3Habits and hobbies 53.8 57.9 54.1
Brand 41.0 53.9 62.2Price 30.8 17.1 21.6
Origin 28.2 34.2 27.0Pervasiveness of counterfeited product 10.3 5.3 8.1
Popularity 10.3 9.2 10.8
Access to product 7.7 1.3 0.0
Packaging, design 5.1 6.6 5.4
Size, capacity 2.6 6.6 5.4
Promotions 2.6 0.0 8.1
FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS
24
SURVEY RESULTS
• BRAND AWARENESS AND CUSTOMER SATISFACTION• CONSUMING HABITS• FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS• BRAND LOYALTY• SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’
SHOPPING LOCATION CHOICES• CHANNELS TO ACCESS PRODUCT INFORMATION
25
BRAND LOYALTY
Given bad news about the regularly consumed product:
50.3% of respondents verify information
3.9% of respondents continue purchasing
Stop purchasing
45.8%Verify informatio
n 50.3%
Continue purchasing
3.9%
BRAND LOYALTY
26
BRAND LOYALTY
In case a shopping location runs out of the regularly consumed product:
54.8% of respondents buy at other locations
21.9% of respondents will switch to other
products
Switch to other products 21.9%
Wait until the products are
available 23.2%
Buy at other locations
54.8%
BRAND LOYALTY
27
BRAND LOYALTY
16,8
20
30,8
56,8
48
51,9
26,4
32
17,3
0% 20% 40% 60% 80% 100%
Lựa chọn sản phẩm thay thế khác
Mua nơi khác
Chờ đến khi có sản phẩm sẽ mua
In case a shopping location runs out of the regularly consumed brand: Trung Nguyên customers are the most loyal compared to other brands’ customersNescafe consumers switch to other brands the most often compared to other brands’ customers
Switch to another brand
Buy at other locations
Wait until the products are available
BRAND LOYALTY
28
SURVEY RESULTS
• BRAND AWARENESS AND CUSTOMER SATISFACTION• CONSUMING HABITS• FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS• BRAND LOYALTY• SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’
SHOPPING LOCATION CHOICES• CHANNELS TO ACCESS PRODUCT INFORMATION• PROMOTION FORMS
29
SHOPPING LOCATIONS
Main shopping locations are grocery stores (52.5%) and supermarkets (48.1%)
SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES
30
48,1
23,7
2,5
52,5
0,6
94,9
0%
20%
40%
60%
80%
100%
Super markets Conveniencestores
Markets Grocery stores Online purchasing
Ussally Sometimes Seldomly Never
FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES
78.8% Distance and location
Reputation
21.8% Price
12.8% Promotions
44.2% Products variety
9% Means of payment
6.4% Delivery service
72.4%
SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES
31
SURVEY RESULTS
• BRAND AWARENESS AND CUSTOMER SATISFACTION• CONSUMING HABITS• FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS• BRAND LOYALTY• SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’
SHOPPING LOCATION CHOICES• CHANNELS TO ACCESS PRODUCT INFORMATION• PROMOTION FORMS
32
CHANNELS TO ACCESS PRODUCT INFORMATION
Tivi, đài93%
Người thân, bạn bè62%
Internet52.6%
Salesmen36.3%
Newspapers, magazines35.8%
Leaflets, posters22.9%
Advertisement on Buses22.4%
Banners in public
18.4%
Forums11.4%
Cultural, musical event sponsorship
18.9%
TV and radio90.4%
Relatives, friends
66%
Advertisement in cinemas
12.9%
TV and radio are the most common channels to access product information, 90.4%
Accessing information through word of mouth is relatively common, 66%
CHANNELS TO ACCESS PRODUCT INFORMATION
33
CHANNELS TO ACCESS PRODUCT INFORMATION – BY AGE
Channels<=30
years old31-40
years old41-55
years oldOver 55
years old
TV, radio 82.9 91.7 97.6 87.5
Internet 74.3 70.8 34.1 25.0
Relatives, friends 57.1 52.1 85.4 71.9Salesmen 40.0 20.8 45.0 50.0Banner in public 31.4 8.3 39.0 6.3Advertisement on buses 22.9 12.5 41.5 15.6Newspapers, magazines 20.0 45.8 51.2 25.0
Advertisement in Cinemas 20.0 4.2 12.2 3.2Leaflets, posters 17.1 18.8 46.3 18.8
Cultural, musical event sponsorship 14.3 6.3 22.0 15.6Forums 8.6 6.3 22.0 9.4
CHANNELS TO ACCESS PRODUCT INFORMATION
Unit: %
34
SURVEY RESULTS
• BRAND AWARENESS AND CUSTOMER SATISFACTION• CONSUMING HABITS• FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS• BRAND LOYALTY• SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING
LOCATION CHOICES• CHANNELS TO ACCESS PRODUCT INFORMATION
• PROMOTION FORMS
35
PREFERED PROMOTION FORMS – BY GENDER
“Bonus offers” is the most preferred promotion form, the
second preferred promotion is “Price discounts”
32.0
20.0
28.0
8.012.0
41.1
21.4
27.7
2.7
7.1
Tặng sản phẩm Tặng quà là sản phẩm khác Giảm giá sản phẩm Rút thăm trúng thưởng Tặng phiếu mua hàng
Nam
Nữ
Bonus offers Promotional gifts Price discounts Lucky draw Vouchers
Male
Female
PROMOTION FORMS
36
PREFERED PROMOTION FORMS – BY AGE
Promotion forms<=30
years old31-40
years old41-55
years oldOver 55
years old
Bonus offers 29.4 34.8 55.5 38.1
Promotional gifts 35.3 17.4 13.9 19.0
Price discounts 32.4 30.4 19.4 28.6
Lucky draw 0 6.5 0 9.5
Vouchers 2.9 10.9 11.1 4.8
Respondents over 40 years old prefer bonus offersYoung respondents prefer Promotional gifts and Price discounts
Unit: %
PROMOTION FORMS
37
Contents
Industry overview
Survey results
Executive summary
General informationabout the survey
38
GENERAL INFORMATION ABOUT THE SURVEY
Study sites: Hanoi
Survey period: July 2016
Sample size: 156 households
Sampling method: random sampling
Survey method: face to face interviews
39
GENERAL INFORMATION ABOUT RESPONDENTS
30,8
20,5 19,9
13,510,3
3,2 1,9
Occupations
3,3
22,4
50
21,1
3,3
Housewives, retirees
Officers Business-men
Unskilled,Freelanceworkers
Servicestaffssalesmen
Manu-facturers
Managers
<5 mn VND Form 5 to 10 mn VND
From 10 to 20 mn VND
From 20 to 40 mn VND
>= 40 mnVND
Household monthly income
16-30 years old
22.4%
31-40 years old
30.8%
41-50 years old
16.7%
51-60 years old
18,.%
Over 60 years old
11.5%
Age
40
41
CONTACT
HEAD OFFICE - Hanoi
Suite 305-307, 12 Trang ThiStreetHoan Kiem District, Hanoi
Tel: (+84)04-39351419Fax: (+84)04-39351418
BRANCH OFFICE – Ho Chi Minh City
15th Floor, Unit D1502, The Manor Officetel, 91 Nguyen Huu Canh Street,Binh Thanh District, Ho Chi Minh City
Tel : (84-8) 3507 0622
Website: www.marketintello.com Email: [email protected]
MARKETINTELLO | INTRODUCTION
42
DEPOCEN was founded in 2005 as an
independent research organization, and
has gained its reputation among the
development and policy research and
consultancy community with its wide range
of research into socio-economic issues,
sector specifics, macro-economic policies,
business and investment environments,
trade liberalization, governance, and the
public sector.
DEPOCEN MARKETINTELLO
MarketIntello is headquartered in Hanoi and has a branch in Ho Chi Minh City. We
offer comprehensive market research packages on a national scale. MarketIntello
is striving to become one of the leading research and consulting firms in Vietnam
with the highest standard of market research services.
Market research service
MarketIntello was founded in 2015 as an initiative of DEPOCEN in response to the increasing requests for market studies and research from corporate clients. Strongly backed by DEPOCEN, the firm has a research team with full capacity of providing survey, comprehensive and intelligent information, analytic solutions, and industry research for both domestic and international clients
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through market research and consultancy
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