1.Market research top-lineApr. 2012 THEME:Color voodooHow color symbolisms affect different values and choices

2. About: Viettrack is a monthly consumer research report of FTA Research &Consultant, aims to deliver opinions, evaluations and perceptions ofconsumers about various topics including economic situation, new trends,products & services etc. We do hope that Viettrack could help producers and marketers feel thebreath of consumers, from which find out the most appropriate way tosatisfy the consumers needs which is increasingly sophisticated. Viettrack is done according to ISO 20252:2006, the international qualitystandard in market research and ESOMAR code of conduct. Viettrack - April 2012: Sampling size : N=300; HCM = 200, HN =100 Sex: Female, Male Economic class: ABC Age: 18 - 49 3. CONTENTSFavorite color Color associated to feeling-based group of wordsColor Symbolism in Choices &Purchasing Criteria 4. CONTENTSFavourite color Color associated to feeling-based group of wordsColor Symbolism in Choices &Purchasing Criteria 5. Summary of findingsFavorite & least favorite color In overall, the most popular and favorite colors are red, light blue, medium lightblue (sky). Black color is preferred by some people but at the same time is the leastfavorite by some other people. The least favorite color is yellow color, particularly from HCMC.Color association According to the respondents, Red is associated with Happiness, Sexy, Modern,Luxury, Party, High-tech products, High performance, High Quality and Good luck.In addition, people think that Red is the fashion color and represents for confidentpeople. Pink is associated with Happiness, Sexy. Consumers also perceive foods and drinkswith Red and Pink color are good smell and good taste. Beside Red color, Black is also associated to Hi-tech products, High performance,and High quality. Black is represent for Determined people. On the other hands,Black represents for the bad luck and taboo. Light blue and Medium light blue (sky) are represents for Eco-friendly, Hope.Moreover, Light blue bring a sense of Safety. White is the color of Pure, Dignity The soft colors as white and pink make consumers relate to baby and kid while Redis the color of teenager. 6. Summary Color Symbolism in Choices & Purchasing Criteria In general, color is quite important when they choose and buy a product. Especially for Automobiles (Sedan car), Motorcycles, the house exterior and mobile phone/smart phone, color is very important. In HCM, color is very important for Automobiles (Sedan car), Motorcycles, House exterior. In Hanoi, color is also very important for Automobiles (Sedan car), House exterior and Mobile phone/smart phone. The colors people would like their Automotive to be are Black, White or Sliver. For Motorcycles, consumers also like Black, Red and White colors. Light Blue, medium light blue (sky), lime green are preferred for House exterior. 7. Most favourite colorTotalHCM Hanoi % 15.0Red (tomato)16.3 17.0Black12.7 10.0 Light Blue 18.0 9.7 10.0 Medium Light Blue (Sky) 9.0 9.5Pink 8.0 5.0 7.7 9.0 5.0Yellow 5.0 6.0 6.5Blue 5.0 5.3 5.5 6.0 5.3White 5.0 5.0 3.7 3.0 1.0 3.0 4.0GreenLime Green 26.022.3 20.5Other N=300 N=200N=100 Red (tomato) is the most favourite color of many HCM people, but in Hanoi,people seem like black the most. In overall, three colors are the most popular and favourite in both cities arered, black, and light blue. 8. Least favourite colorTotal HCM Hanoi % 12.5 Black14.017.0 Yellow 9.0 12.0 3.04.0 Red (tomato) 5.06.0 5.5 Brown 4.7 4.0 4.04.0Cream (off white) 5.52.0 3.7 3.3 5.5 3.314.0 Purple 2.7 5.0 2.3 4.0 Lime Green 2.0 2.5 White20.7 Dark Grey 24.047.0 Blue-purple Other 27.3 17.5None N=300 N=200 N=100 However, black is sensitive, it is also color that many people are least favorite, especially in Hanoi. Three least favorite colors are: black, yellow and red ( tomato) 9. Previous most favourite color Total HCMHanoi %Red (tomato)17.0 17.516.0Black12.09.5 17.0 Light Blue 12.0 Pink11.0 9.0Medium Light Blue (Sky)8.0 9.55.0 3.06.7 White8.57.06.75.0Blue6.55.35.55.06.0Yellow3.3 5.5 5.0Purple 23.0Green21.7 21.0Other N=300N=200 N=100 10. Reason for most favourite color Red (tomato) PinkBlueMedium Light BlueLight Blue(Sky)% Cool2.0 13.025.0 33.3 31.0 Fresh, Clean 20.426.1 25.025.024.1 Gentle10.2 12.5 4.2 3.4 Youthful4.1 39.1 6.34.2 3.4 Pure 6.1 17.4 3.4Sexy 16.313.0 8.3 6.9 Fashionable 10.24.38.310.3 Hope / faith2.0 25.025.0 17.2 Lucky28.618.8 16.7 6.9Happiness / fun8.2 30.4 6.316.7 Strong vitality 8.2 13.0 6.34.26.9Suits me 4.318.8 10.3Mysterious6.3 Eco-friendly2.0 3.4Energetic8.26.3Based on total respondents, N=300 11. Reason for most favourite color GreenYellowWhite Black Lime Green % Cool9.122.2 12.5 33.3 Fresh, Clean9.125.022.2 Gentle33.3 6.360.5 Youthful18.211.1 33.3 Pure9.1 81.3Sexy 9.1 12.5 21.122.2 Fashionable 9.127.8 12.5 10.5 11.1 Hope / faith18.25.6 11.1 Lucky 5.66.3 2.611.1Happiness / fun16.711.1 Strong vitality 18.211.1Suits me 18.2 2.611.1Mysterious23.7 Eco-friendly18.25.6Energetic9.1 5.6 34.211.1 Based on total respondents, N=300 12. Reason for changing favourite color MediumRedLight Light Pink YellowBlackSilver(tomato) BlueGreen (Sky)Not strong/ Weak2017 3325 2033Not nice 25 2033 Not clear67Not strong in love33 33Color is easy to lose 33 33 Vivid2017 25Dark2033Not luxury20 25 Change follow age and time 2020 Based on total respondents, N=45 13. CONTENTSFavorite color Color associated to feeling-based group of wordsColor Symbolism in Choices &Purchasing Criteria 14. Overall Color associated to feeling-based groupBased on total respondents, N=300 15. Overall Color associated to Attribute-based Words AssociationBased on total respondents, N=300 16. Overall Color associated to Feeling-Based Words AssociationBased on total respondents, N=300 17. Color associated to Feeling-Based Words AssociationColour reflects:Colour inFor people,the aesthetic,combinationwho arethe style,with impacted bypersonalities & products belief ineven theircouldgeomancy,social status enhance thecolour iswith the very beauty or lift perceived oneunique productup spirit of of the factors& their own people impacting oncolour.fate. Color is automatically associated to clothes, style, fashion, cars, motorcycles, interior design, etc.. It is one of the key factors impacting on their choice. Both male & female agree that they will not buy these products if there is not their favorite color. Otherwise, they will make their own order for the favorite color of these products (car, home furniture, ). Based on FGDs in HCM 18. CONTENTSFavorite color Color associated to feeling-based group of wordsColor Symbolism in Choices &Purchasing Criteria 19. Overall Important level of color % Automobiles (sedan car) 69.726.3 4.0The House exterior 62.7 36.70.7 Motorcycles 53.041.3 5.7Mobile phone/ Smart phone 49.042.7Computer (PC & Notebook)42.349.3 8.3Supplement Food (food colour, not packaging colour) 39.0 51.39.7The House roof38.7 44.716.7 Babys stuffs35.747.317.0 Refrigerator30.359.010.7Perfume (packaging colour) 29.3 50.020.7Television set27.760.7 11.7Washing machine 27.760.7 11.7Very important Quite importantNot important at all Based on total respondents, N=300 20. HCM Important level of color%Automobiles (sedan car)70.523.56.0 The House exterior67.032.50.5Motorcycles 56.536.0 7.5 Mobile phone/ Smart phone47.0 40.5 Supplement Food (food colour, not packaging colour)47.0 41.511.5 Computer (PC & Notebook)41.5 46.5 12.0 The House roof40.5 42.517.0Babys stuffs 39.5 35.525.0 Washing machine31.052.017.0 Perfume (packaging colour) 31.044.524.5Refrigerator30.054.515.5 Television set 29.0 53.5 17.5 Very important Quite important Not important at allBased on HCM respondents, N=200 21. Hanoi Important level of color % Automobiles (sedan car)6832The House exterior 5445 1Mobile phone/ Smart phone5347 0 Motorcycles46522Computer (PC & Notebook)44551The House roof 3549 Refrigerator3168 1 Babys stuffs 28 71Perfume (packaging colour)26 6113Television set25 75 0Supplement Food (food colour, not packaging colour) 23716Washing machine21 781Very important Quite important Not important at all Based on Hanoi respondents, N=100 22. Top 3 colorsOverall Popular color% Automobiles (sedan car)61 1511 Motorcycles4520 10The House roof 379 9The House exterior 16 13 10 Refrigerator 432311Television set64158Washing machine3631 12Mobile phone/ Smart phone 76 10 4Computer (PC & Notebook)64 108Supplement Food (food colour, not packaging colour)13 13 12Perfume (packaging colour)19 11 9Babys stuffs48 15 6 Based on total respondents, N=300 23. Top 3 colorsHCM Popular color%Automobiles (sedan car)55 1816Motorcycles 49 19 8 The House roof 30 1314 The House exterior 171615Refrigerator 4228 10 Television set61187 Washing machine31 37 11 Mobile phone/ Smart phone77 11 3 Computer (PC & Notebook)67 96 Supplement Food (food colour, not packaging colour)181411 Perfume (packaging colour)24 14 9 Babys stuffs65 55Based on HCM respondents, N=200 24. Top 3 colorsHanoi Popular color% Automobiles (sedan car)739 2 Motorcycles38 21 15The House roof 51 3The House exterior157 Refrigerator 47 14 14Television set719 9Washing machine451915Mobile phone/ Smart phone 749 8Computer (PC & Notebook)58 12 13Supplement Food (food colour, not packaging colour)5 12 16Perfume (packaging colour) 11 6 8Babys stuffs1435 8Based on Hanoi respondents, N=100 25. Top 3 colorsOverall Most favourite color % Automobiles (sedan car) 48 17 8 Motorcycles 33 17 10The House roof 31 87The House exterior20 10 8 Refrigerator 421712Television set54 16 9Washing machine342616Mobile phone/ Smart phone 54 15 6Computer (PC & Notebook)5411 9Supplement Food (food colour, not packaging colour)13 12 12Perfume (packaging colour) 1613 7Babys stuffs 40 168 Based on total respondents, N=300 26. Top 3 colorsHCM Most favourite color% Automobiles (sedan car) 48 1811 Motorcycles34 208The House roof 25 12 11The House exterior21 7 12 Refrigerator 43 2011Television set 54189Washing machine30 32 15Mobile phone/ Smart phone 5914 7Computer (PC & Notebook) 5710 9Supplement Food (food colour, not packaging colour)13 9 16Perfume (packaging colour)19 134Babys stuffs54 6 8 Based on HCM respondents, N=200 27. Top 3 colorsHanoi Most favourite color % Automobiles (sedan car) 49143 Motorcycles 31 11 13The House roof45The House exterior1817 Refrigerator 42 12 13Television set54139Washing machine 4415 19Mobile phone/ Smart phone 44 196Computer (PC & Notebook) 47 12 9Supplement Food (food colour, not packaging colour)12 185Perfume (packaging colour) 101413Babys stuffs 14 359Based on Hanoi respondents, N=100 28. Overall- Conclusion about popular and favourite color. Popular color Favourite colorAutomobiles (sedan car) 6148Motorcycles 4533 The House roof 3731 The House exterior 1620Refrigerator4342Television set6454Washing machine 3634 Mobile phone/ Smart phone7654 Computer (PC & Notebook) 6454 Supplement Food (food colour, not133packaging colour) Perfume (packaging colour) 1916 Babys stuffs4840 Most of customers accept and satisfy with popular color of each product category above (popular color on the market is also the favourite color ) But it looks like light blue for the house exterior are most satisfied.Based on total respondents, N=300 29. Colors in daily life Paper, cars, rice, uniform, clothes, staff, walls, furniture,Tree, fruits, nature Clothes, cosmetics, shoes, flowers,Cars, vehicle, TV, food,Colors in computers,clothes,daily lifeHigh techdevices, Sky, logos, uniform, vehicles, houseBased on FGDs in HCM 30. Trendy colour1 23 3 Most peoples perceive Besides Orange, greyIn people perception, Yellow, golden (bright, orange colour asand silver are voted as trendy colors of theattractive & premium), trendy colour of 2012.well by male becausenext few years will beand platinum (modern, This perception comes they think the next few natural colors or new premium) are from what they seeyears including 2012unique colors:perceived new, from clothes in fashion are the age of high Blue, light blue (color appealing & can shops, fashion shows, technology, then theof sky), green, limebecome trend in next news on TV, colors of technologygreen (color of nature) few years because magazines, internet will be trendy. trend is the cycle etc,. repeated through years between hot colors & cold colors.Even though people are well aware of trendy colours, not all of them followthe trend. They only choose the colours when: It matches with the product It could be their favourite colour It is suitable for their style, body, skin tone, It matches with the contextBased on FGDs in HCM 31. We thank you & cordially invite you to join our& panel to get free monthly market research information & methodology updatingMail to: viettrack@fta.com.vn Call: 84 8 3514 2584, ext: 116for Ms. Dang Thi Thu Thao CRM Department Or visit: www.ftaresearch.com 32. Thank you 33. Thank you