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Overview of Groupon sites
in Vietnam market BPI Survey 2015
Date: 25th - 30th January 2015
Table of content
2
Research Design P.2
Respondent Profile P.4
Research Summary P.5
Detail Findings P.7
Research Design
3
Research Method Internet Sampling
Fieldwork Period 25th Jan 2015 – 30th Jan 2015
Research Area Vietnam (Nationwide)
Respondent Criteria Male & Female
Sample Size 800 samples
Survey Content 1. Frequency of visiting Groupon sites
2. Brand awareness of Vietnam groupon sites in 2015
3. The dominated groupon site in Vietnam
4. Groupon site Loyalty / Switching
5. The Brand Power Index
6. Product/Service categories purchased the most often from Groupon sites, and reasons
to buy.
7. Payment method used the most often when transacting on groupon sites.
Respondent Profile
4
37.5
62.5
Gender (n=800)
Male (n=300)
Female (n=500)
3.8
35.0 31.5
17.8
8.3
3.0 0.8
16-19 years old
20-24 years old
25-29 years old
30-34 years old
35-39 years old
40-49 years old
50 years old and older
Age (n=800)
16.5
9.0
24.1
14.6 17.4
7.1 5.5
2.6 3.1
Daily 4 - 6 times / week
2 - 3 times / week
Once per week 2 - 3 times / months
Once per 3 months
1 - 2 times / 3 months
Once per 3 months
Less than once per 3 months
Frequency of accessing groupon sites (n=800)
Unit: %
Research Summary
5
• Males and Females often visit Groupon sites 1 – 3 times / week (38.8%). The average visiting time is 2.5
times per week for all respondents, 2.4 times per week by males and 2.6 times per week by females.
• Nhommua.com is the top Groupon site which has the highest Top of mind and Total awareness level with
31.6% and 91.0% respectively.
• Although Hotdeal.vn just gains the third TOM and Total awareness level (following Nhommua.vn and
Muachung.vn), the site keeps the leading position for the site that is mostly purchased from, with 34.5%.
• Comparing with 2012, the percentage of Hotdeal user increases 13.5% and of Muachung.vn user
increases 2.4% in 2015. While Nhommua.com ranked 1st as the site that mostly purchased from in 2012,
the groupon site just gains 13.3% of users in 2015 and drops out 11.2% than 2012.
• In groupon market, nearly 50% of those groupon site users are not loyal to or advocate the sites that they
mostly used.
• With 58.8% conversion rate from Most often used groupon website to loyal customer, Muachung.vn has
become the leading site in keeping consumers until now. Even though Hotdeal.vn is not the top site in
keeping loyal consumers, it’s the site that gets the most potential users who convert from other groupon
sites.
Research Summary
6
• With 46 / 100 points, Hotdeal.vn is the top Groupon site ranked by Brand Power Index, followed by
Muachung.vn (41.7) and Nhommua.com (35.4).
• Fashion is the top category selected by both Males and Females, accounting for 62.4%. Whereas, Females
are more likely to purchase Fashion than males.
• 71.5% of consumers agreed that one of the reasons to buy products from Groupon sites is to Save time
from shopping transporting, followed by Promotion and Price is cheaper than traditional stores.
• Apart from the top 3 reasons above, males often purchase products from groupon sites because it is Easy
to purchase private products or Be trustable because of buyer reviews, while females consider about
Price as they Can compare prices of the items.
• More than 7 out of 10 people often use Cash payment when purchasing from Groupon sites (73.3%)
Just 21.1% of those who purchased from Groupon sites used Transferring by ATM, Credit and 4.4% used
Banking payment.
DETAIL FINDINGS
7
1. Frequency of visiting groupon sites
2. Brand Awareness
3. The dominated groupon sites
4. Groupon site Loyalty / Switching
5. Brand Power Index (BPI)
6. Top 15 categories to purchase from groupon sites
7. Top 15 reasons to purchase from groupon sites
8. Popular Payment Method
Q. Please tell us your gender? [n=3,000]
Initially, there are 3,000 respondents taking part in the survey with equal 50% of male and female. However, there are 800 surveyed people have purchased product with from Groupon sites within the last 3 months . In which, the rate of male and female is 62.5% vs. 37.5%.
50.0 50.0
Gender (n=3000)
Male (n=1500)
Female (n=1500)
Those who purchased product from groupon sites within the last 3 months (n=800)
Groupon site Penatration
Unit: %
8
37.5
62.5
Gender (n=800)
Male (n=300)
Female (n=500)
IR = 27%
Q. How often do you access / visit groupon sites? [n=800] Q. Please tell us your gender? [n=800]
Frequency of visiting groupon sites between males and females is similar from 1 – 3 times / week
In general, the respondent often visit groupon sites 2.5 times per week on average
Females visit groupon sites more often than males with the average of 2.4 times / week compared to 2.6 times / week, respectively.
35.8
38.8
9.0
16.5
Frequency of visiting the groupon sites (n=800)
Less than once a week
1 - 3 times / week
4 - 6 times / week
Every day
34.7
39.0
8.6
17.7
Less than once a week
1 - 3 times / week
4 - 6 times / week
Every day
Female (n=500)
37.6
38.3
9.7
14.4
Less than once a week
1 - 3 times / week
4 - 6 times / week
Every day
Male (n=300)
Average visiting for all respondents: 2.5 times / week
N=800
Average visiting times for males: 2.4 times / week
Average visiting times for males: 2.6 times / week
1. Frequency of visiting groupon sites
Unit: %
9
3.6
0.0
0.0
0.0
0.1
0.1
0.4
0.4
0.8
0.9
3.1
10.5
20.1
28.4
31.6
Others
Gooddeal.vn
Diadiemvang.net
Runhau.vn
Vinadeal.vn
Dealvip.vn
Nhanhmua.com
Khuyenmaivang.vn
51deal.vn
Sieumua.com
Cucre.vn
Cungmua.com
Hotdeal.vn
Muachung.vn
Nhommua.com
TOM (Top of mind)
15.9
0.9
0.6
1.9
2.4
0.8
3.3
3.9
6.9
5.5
17.8
46.6
57.1
62.9
58.6
Others
Gooddeal.vn
Diadiemvang.net
Runhau.vn
Vinadeal.vn
Dealvip.vn
Nhanhmua.com
Khuyenmaivang.vn
51deal.vn
Sieumua.com
Cucre.vn
Cungmua.com
Hotdeal.vn
Muachung.vn
Nhommua.com
Total spontaneous
16.1
14.3
17.9
16.4
19.0
17.5
27.4
26.8
29.3
34.6
63.5
82.8
88.5
90.6
91.0
Others
Gooddeal.vn
Diadiemvang.net
Runhau.vn
Vinadeal.vn
Dealvip.vn
Nhanhmua.com
Khuyenmaivang.vn
51deal.vn
Sieumua.com
Cucre.vn
Cungmua.com
Hotdeal.vn
Muachung.vn
Nhommua.com
Total awareness
Nhommua.com is the groupon site that has highest TOM and Total awareness level
The percentage of TOM for Nhommua.com gains 31.6%, followed by Muachung.vn and Hotdeal.com with 28.4% and 20.1%, respectively.
Although accounts for 10.5% of TOM awareness, Cungmua.com gains over 80% of total awareness among surveyed people.
2. Brand awareness of groupon sites
Unit: %
10 Q. What groupon sites come to your mind? [n=800] Q. Please tell us all groupon sites that you remember including the sites that you mentioned above?[n=800]
Hotdeal.vn is the groupon site that consumers purchased most often from at 34.5%
Comparing with same study in 2012, Hotdeal purchaser increases 13.5% and of Muachung.vn purchaser increases 2.4% by 2015
Although ranked 1st as the “mostly purchased” site in 2012, Nhommua.com only gains 13.3% of purchasers in 2015 and decreases 11.2%
compared to 2012.
0.3
0.0
0.1
0.1
0.3
0.5
0.6
0.8
2.1
2.6
2.6
9.3
11.0
13.3
24.3
34.5
Others
Vinadeal.vn
Runhau.vn
Dealvip.vn
Gooddeal.vn
Diadiemvang.net
Nhanhmua.vn
khuyenmaivang.vn
Sieumua.com
51deal.vn
51deal.vn
Cucre.vn
Cungmua.com
Nhommua.com
Muachung.vn
Hotdeal.vn
The mostly purchased Groupon site
Jan 2015 Sep 2012 + /-
34.5% 21.1% +13.4%
24.3% 21.9% +2.4%
13.3% 24.5% -11.2%
3. The dominated groupon site in Vietnam
Unit: %
11 Q. Please tell us which current groupon site that you purchase from the most often? [n=800]
In general, Hotdeal.vn is the mostly-purchased-from groupon site for both males and females
However, Females are more likely to purchase from Hotdeal.vn than males, with 36.2% and 31.7%, respectively.
Groupon site mostly used by gender
Male (n=300)
Female (n=500)
Nhommua.com
Hotdeal.vn
Cungmua.com
Muachung.vn
Cucre.vn
51deal.vn
Sieumua.com
Khuyenmaivang.vn
Nhanhmua.vn
Dealvip.vn
Runhau.vn
Diadiemvang.net
Vinadeal.vn
Gooddeal.vn
Others
Male (n=300) 14.0 31.7 8.7 23.3 11.0 5.0 3.3 1.0 0.3 0.0 0.3 0.7 0.0 0.0 0.7
Female (n=500) 12.8 36.2 12.4 24.8 8.2 1.2 1.4 0.6 0.8 0.2 0.0 0.4 0.0 0.4 0.6
3. The dominated groupon site in Vietnam
Unit: %
12 Q. Please tell us which current groupon site that you buy from the most often? [n=800] Q. Please tell us your gender? [n=800]
In Vietnam’s groupon market, nearly 50% of groupon site users are not really loyal to or advocate the site that they use the most often
34.5
19.9 18.9
24.3
14.3 12.5
13.3
7.1 6.1
11.0
5.5 4.9
9.3
4.0 3.6
7.8
2.9 2.1
46.4 51.9
0.0
20.0
40.0
60.0
80.0
100.0
Not be loyal / advocate with sites
Others
Cucre.vn
Cungmua.com
Nhommua.com
Muachung.vn
Hotdeal.vn
MOST OFTEN USED
LOYALTY ADVOCACY
Based on n=800
3. The dominated groupon site in Vietnam
Unit: %
13 Q. Please tell us which current groupon site that you buy from the most often? [n=800] Q. Please tell us which groupon site that you consider to buy in the next purchase? [n=800] Q. If your friends, relatives, family ask you which groupon site they should buy from, please tell us which one will you recommend? [n=800]
Among groupon sites, Muachung.vn gains highest percentage of loyal users, with 58.8%
Although loyal level of current Hotdeal.vn users is not the highest, it is likely to get the most potential users who convert from other sites.
Less than 50% of Cucre.vn users will continue to purchase from the site in future (43.2%), and they are likely to switch to Hotdeal.vn
(23.0%) or Muachung.vn (17.6%).
Nhommua
.com
Hotdeal.v
n
Cungmua.
com
Muachung
.vn Cucre.vn Others
Nhommua.com 53.8 19.8 5.7 9.4 3.8 7.5
Hotdeal.vn 11.6 57.6 9.8 10.5 5.4 5.1
Cungmua.com 6.8 17.0 50.0 5.7 11.4 9.1
Muachung.vn 10.8 13.9 5.7 58.8 6.2 4.6
Cucre.vn 5.4 23.0 4.1 17.6 43.2 6.8 43.2
58.8
50.0
57.6
53.8
56.8
41.2
50.0
42.4
46.2
Cucre.vn (n=74)
Muachung.vn (n=194)
Cungmua.com (n=88)
Hotdeal.vn (n=276)
Nhommua.com (n=106)
Loyal users Users having intention to switch
*The percentage is based on samples of each groupon site
4. Groupon site Loyalty / Switching
Unit: %
14 Q. Please tell us which current groupon site that you buy from the most often? [n=800] Q. Please tell us which groupon site that you consider to buy in the next purchase? [n=800]
With the point of 46/100, Hotdeal.vn is top groupon site ranked by Brand Power Index, followed by Muachung.vn and Nhommua.com
Most of Hotdeal.vn conversion rates are more than 55% .
However, regarding conversion rate from “Most often used” to “Loyalty”, Muachung.vn has the highest percentage at 58.8%.
N=800 Total Awareness
Conversion rate
Trial
Conversion rate
Experience
Conversion rate
Most often used
Conversion rate
Loyalty Conversion rate
Advocacy
Brand Power Index
88.5 76.4 67.6 69.3 46.9 73.6 34.5 57.6 19.9 95.0 18.9 46.0
90.6 74.2 67.3 61.2 41.1 59.0 24.3 58.8 14.3 87.7 12.5 41.7
91.0 69.8 63.5 49.4 31.4 42.2 13.3 53.8 7.1 86.0 6.1 35.4
82.8 63.4 52.5 48.3 25.4 43.3 11.0 50.0 5.5 88.6 4.9 30.3
63.5 56.3 35.8 52.4 18.8 49.3 9.3 43.2 4.0 90.6 3.6 22.5
34.6 39.0 13.5 48.1 6.5 32.7 2.1 41.2 0.9 85.7 0.8 9.7
29.3 47.0 13.8 50.9 7.0 37.5 2.6 38.1 1.0 87.5 0.9 9.1
27.4 42.0 11.5 38.0 4.4 14.3 0.6 20.0 0.1 100.0 0.1 7.4
26.8 33.2 8.9 43.7 3.9 19.4 0.8 83.3 0.6 60.0 0.4 6.9
19.0 34.2 6.5 34.6 2.3 0.0 0.0 0.0 0.0 0.0 0.0 4.6
17.9 37.1 6.6 35.8 2.4 21.1 0.5 25.0 0.1 0.0 0.0 4.6
16.4 35.1 5.8 41.3 2.4 5.3 0.1 0.0 0.0 0.0 0.0 4.1
17.5 25.0 4.4 34.3 1.5 8.3 0.1 0.0 0.0 0.0 0.0 3.9
14.3 31.6 4.5 52.8 2.4 10.5 0.3 50.0 0.1 0.0 0.0 3.6
Others 16.1 5.4 0.9 57.1 0.5 50.0 0.6 0.0 0.0 0.0 0.0 3.0 3.0
3.6
3.9
4.1
4.6
4.6
6.9
7.4
9.1
9.7
22.5
30.3
35.4
41.7
46.0
5. The Brand Power Index (BPI)
Unit: %
15
“Fashion” is the top category for both Males and Females to purchase at groupon sites
Besides Fashion, males and females have different category choices generally.
Males prefer technology products such as “Digital devices & Accessories” or “Toy & Gifts”, “ Home Applicants”, while females prefer
“Bags & Accessories”, “Café / Restaurant” and “Cosmetics”.
11.6
11.9
17.3
18.3
27.1
29.0
29.5
32.5
35.0
35.1
37.8
38.4
39.0
43.5
62.4
Computer, Laptop
Sports and Outdoors
Courses
Mobiles and Tablet
Products for Moms and Kids
Books, CDs and culture Products
Cosmetics
Digital devices & Accessories
Food / Drinks
Entertaiments
Toys / Gilfs
Bags and Accessories
Home Applicants
Café / Restaurant
Fashion
4.8
8.2
17.2
10.2
30.4
26.6
36.0
21.4
35.0
32.0
34.2
45.6
36.4
45.2
66.2
23.0
18.0
17.3
31.7
21.7
33.0
18.7
51.0
35.0
40.3
43.7
26.3
43.3
40.7
56.0
Male (n=300) Female (n=500) Total (n=800)
6. Top 15 categories to purchase from groupon sites
Unit: %
16 Q. Please tell us which categories that you often buy from online groupon sites? [n=800]
71.5% of the consumers agreed that “Saving time from transporting” is one of the reasons to buy products from groupon sites
The next reasons are because of the “Promotion” and “Price is cheaper than traditional stores”.
Apart from the top 3 reasons above, males often purchase from these sites because it is “Easy to purchase private products”, while
females mentioned that they “Can compare price of the items”.
18.9
24.5
26.4
26.5
28.1
29.3
32.5
36.1
36.3
39.5
39.8
39.8
47.9
54.0
71.5
The same quality as buying products from traditional stores
Don’t be bothered by salesman
Many items are just on sale online
Don't take much time to pay
Friends, relatives already bought from this and recommend
Be trustable because of buyer reviews
No purchase time limit
Easy to purchase private products
Various payment methods
Easy to compare products
Can compare items prices
Quick payment process
Price is cheaper than traditional stores
Many attractive sales promotion
Save time from shopping transporting
18.4
25.2
26.4
24.8
27.8
27.2
31.6
33.4
35.2
39.4
41.8
39.4
46.0
55.2
74.4
19.7
23.3
26.3
29.3
28.7
32.7
34.0
40.7
38.0
39.7
36.3
40.3
51.0
52.0
66.7
Male (n=300) Female (n=500) Total (n=800)
7. Top 15 reasons to purchase from groupon sites
Unit: %
17 Q. Please tell us why you buy products at the groupon sites? [n=800]
More than 7 out of 10 people often pay by Cash-on-delivery method (73.3%).
21.1% often settle their payment by “Transferring by ATM, Credit” and 4.4% use “Banking payment” when shopping on groupon sites.
73.3
4.4
21.1
1.3
Most often use Payment method
Cash payment (COD)
Banking payment
Transferring by ATM, Credit
Others
8. Popular payment method for transactions on groupon sites
Unit: %
18 Q. Please tell us which payment method that you often use when transacting on groupon sites? [n=800]
W&S Joint Stock Company is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’ and ‘Web marketing’. Online research is conducted based on Vinaresearch – our actively managed over 140,000 members panel with various segmentations across Vietnam.
FOR FURTHER INQUIRIES, PLEASE CONTACT: W&S Joint Stock Company » Address: Floor 10, 40 Pham Ngoc Thach St., District 3, HCMC » Office phone: (848) 38 223 215 Fax: (848) 38 223 216 » Email: [email protected] » Website: http://vinaresearch.jp/
The copyright of this report belongs to W&S Joint Stock Company. The results (analyzing, wording, data, tables and graphs) of this survey can be publicly used, but must be cited and sourced from W&S Joint Stock Company (also include its website address http://vinaresearch.jp).