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Market research top-line No.8 October 2009
The consumers attitudes on Vietnam productsHIGHLIGHTS:
HCMC HA NOI DANANG CANTHO
Top 10 TVC Ranking
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About
Viettrack is a monthly market research top-line developed by FTA
Research & Consultant, therepresentative of ESOMAR in Vietnam.
FTA is applying ISO 20252, a quality managementstandard in market
research.
Viettrack aims to: Provide snapshots on Vietnam consumers based
on panel of 400 Vietnamese consumers
across four key cities (HCMC = Hanoi = Da Nang = Can Tho = 100
respondents) 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 the most
effective and
value for investment usage of market research. Eventually, this
would help reducemarketing failures and expand the market research
industry in Vietnam
Viettrack is a monthly market research top-line developed by FTA
Research & Consultant, therepresentative of ESOMAR in Vietnam.
FTA is applying ISO 20252, a quality managementstandard in market
research.
Viettrack aims to: Provide snapshots on Vietnam consumers based
on panel of 400 Vietnamese consumers
across four key cities (HCMC = Hanoi = Da Nang = Can Tho = 100
respondents) 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 the most
effective and
value for investment usage of market research. Eventually, this
would help reducemarketing failures and expand the market research
industry in Vietnam
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The consumers attitudes toward Vietnam products
-
Vinamilk, Kinh Do and Chinsu are most known to
consumers.Vinamilk, Viet Tien and PNJ are favorite to most of
consumers. Its interestingto note that awareness might not
guarantee consumers preference.
TotalTotal HCMCHCMC Ha NoiHa Noi Da NangDa Nang Can ThoCan
Tho
%
68
77
81
83
70
76
75
84
66
79
89
14
16
16
18
19
19
23
24
26
26
43
80
76
91
88
61
86
74
94
73
91
97
22
12
16
14
9
28
4
23
33
38
52
53
92
91
95
84
74
85
96
63
90
99
7
18
13
22
22
10
20
30
24
22
45
79
75
73
76
71
74
74
72
75
75
78
9
17
20
11
23
12
32
21
18
27
50
60
66
68
71
62
69
65
72
52
59
81
16
18
16
23
22
25
37
20
27
15
26Vinamilk
Viet Tien
PNJ
Kinh Do
Q: Do you know these brands? What are 03 favorite brands of
those you know?
Favorite brand Aided awareness
68
77
81
83
70
76
75
84
66
79
89
14
16
16
18
19
19
23
24
26
26
43
80
76
91
88
61
86
74
94
73
91
97
22
12
16
14
9
28
4
23
33
38
52
53
92
91
95
84
74
85
96
63
90
99
7
18
13
22
22
10
20
30
24
22
45
79
75
73
76
71
74
74
72
75
75
78
9
17
20
11
23
12
32
21
18
27
50
60
66
68
71
62
69
65
72
52
59
81
16
18
16
23
22
25
37
20
27
15
26
Kinh Do
Bitis
Kim Dan
FPT
Chinsu
Thien Long
Tan Hiep Phat
Sabeco
-
Foreign brands are preferred and selected because of its high
quality.Good/premium design, credibility and value for money are
also important factors.
TotalTotal HCMCHCMC Ha NoiHa Noi Da NangDa Nang Can ThoCan
Tho
%
High quality
Premium/ Good design
Credibility
Value for money
Contain no preservative
16
21
31
32
37
37
48
56
59
53
66
88
1
2
3
2
3
2
1
7
10
5
9
54
15
29
41
36
40
31
59
51
79
54
76
96
8
2
3
2
2
12
3
3
63
16
12
27
39
42
48
39
65
45
63
70
91
5
4
4
3
2
10
6
7
16
43
17
28
43
38
45
47
60
68
77
57
74
93
1
1
1
9
11
5
5
67
14
16
12
16
22
23
35
40
35
39
42
73
2
7
1
5
1
2
7
9
6
13
42
Q: What factors would make you buy foreign brands? Which factor
is the most important when you buy foreign brands?
Nice packaging design
Friends/ relatives are using
Long time preservation
I am proud of owning/using foreign brands
Good after-sales services
Good/ attractive advertising
Much advertised 16
21
31
32
37
37
48
56
59
53
66
88
1
2
3
2
3
2
1
7
10
5
9
54
15
29
41
36
40
31
59
51
79
54
76
96
8
2
3
2
2
12
3
3
63
16
12
27
39
42
48
39
65
45
63
70
91
5
4
4
3
2
10
6
7
16
43
17
28
43
38
45
47
60
68
77
57
74
93
1
1
1
9
11
5
5
67
14
16
12
16
22
23
35
40
35
39
42
73
2
7
1
5
1
2
7
9
6
13
42
Most important Important
-
Consumers choose domestic brands because of their affordable
prices andacceptable quality.
TotalTotal HCMCHCMC Ha NoiHa Noi Da NangDa Nang Can ThoCan
Tho%
Affordable price
Acceptable quality
Credibility
Good product design
25
36
38
39
44
44
44
47
53
55
61
68
82
1
2
2
1
6
1
3
7
3
4
6
29
36
35
26
36
36
38
56
24
51
47
63
51
88
90
3
6
4
1
5
34
47
7
18
25
12
41
33
35
55
69
56
75
82
84
2
2
1
8
2
2
13
9
2
6
29
24
42
52
59
58
59
63
63
45
65
64
70
72
80
3
2
1
2
3
4
46
39
16
49
30
50
39
24
52
36
32
36
46
30
73
1
6
4
2
11
6
9
1
11
7
7
35
Q: What factors would make you buy Vietnamese brands? Which
factor is the most important when you buy Vietnamese brands?
Friends/ relatives are using
Contain no preservative
Much advertised
Nice packaging design
I am proud of owning/using domestic brands
Good/ attractive advertising
Long time preservation
Many promotion programs
Good after-sales services 25
36
38
39
44
44
44
47
53
55
61
68
82
1
2
2
1
6
1
3
7
3
4
6
29
36
Most important Important
35
26
36
36
38
56
24
51
47
63
51
88
90
3
6
4
1
5
34
47
7
18
25
12
41
33
35
55
69
56
75
82
84
2
2
1
8
2
2
13
9
2
6
29
24
42
52
59
58
59
63
63
45
65
64
70
72
80
3
2
1
2
3
4
46
39
16
49
30
50
39
24
52
36
32
36
46
30
73
1
6
4
2
11
6
9
1
11
7
7
35
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The good news is that 71% rely on Vietnam products of high
quality label.Hanoi consumers appreciate Vietnam products of high
quality more than others.
4 5 1 2 6
25 24
11
37 28
52 5476
53
26
19 1712 8
40Very reliable (5)
Reliable (4)
Neutral (3)
Unreliable (2)
Definitely unreliable (1)
Mean score 3.87 3.83 3.99 3.67 4.00
TotalTotal HCMCHCMC Ha NoiHa Noi Da NangDa Nang Can ThoCan
Tho
%Top-2-box 71 73 88 61 66
Q: Please advise your level of trust on domestic products
labeled Vietnam products of high quality.
4 5 1 2 6
25 24
11
37 28
52 5476
53
26
19 1712 8
40Very reliable (5)
Reliable (4)
Neutral (3)
Unreliable (2)
Definitely unreliable (1)
-
Vietnam products of high quality are chosen because of their the
acceptable quality andaffordable price.
5
6
12
8
6
7
12
17
32
43%
Acceptable quality
Affordable price
Contain no preservative
Nice product design
1
4
7
2
10
7
4
4
35
36
8
7
8
17
5
7
8
20
17
45
10
13
4
3
7
15
22
10
37
52
2
1
18
10
3
12
32
40
40
TotalTotal HCMCHCMC Ha NoiHa Noi Da NangDa Nang Can ThoCan
Tho
5
6
12
8
6
7
12
17
32
43
Q: What are your comments on Vietnam products of high
quality?
Credibility
Well nomitated by consumers
Healthy products
Durable
Trusted by the majority
Varied designs/types of products 1
4
7
2
10
7
4
4
35
36
8
7
8
17
5
7
8
20
17
45
10
13
4
3
7
15
22
10
37
52
2
1
18
10
3
12
32
40
40
-
Consumers expect Vietnam products of high quality to be of real
good quality, affordable priceand better product design.
4
5
4
4
5
9
10
19
24
42
%
10
8
10
2
3
2
24
31
52Better quality
Affordable price
Better product design
More promotion
2
10
11
4
3
13
5
7
19
36
2
5
3
4
10
12
25
21
23
40
4
4
1
6
5
12
10
15
21
38
TotalTotal HCMCHCMC Ha NoiHa Noi Da NangDa Nang Can ThoCan
Tho
4
5
4
4
5
9
10
19
24
42
Q: What are your expectation on Vietnam products of high
quality?
10
8
10
2
3
2
24
31
52
More varied designs/types
Consistent pricing
Better durability
No preservative
More Vietnam products of high quality
Better after-sales service 2
10
11
4
3
13
5
7
19
36
2
5
3
4
10
12
25
21
23
40
4
4
1
6
5
12
10
15
21
38
-
TOP 10 TVC RANKING
-
Coca Cola Brrr and Beeline Big Zero and Dr. Thanh continue to
get most exposedand also preferred to TVC viewers.
TotalTotal HCMCHCMC Ha NoiHa Noi Da NangDa Nang Can ThoCan
Tho
%
Coca cola - Brrrrrrrrrr.
Beeline - Big Zero
Dr.Thanh - Nng trong ngi
Comfort - Andy &Lily
66
58
59
70
74
75
75
74
78
76
74
86
7
9
10
8
10
11
12
17
18
21
29
31
59
46
42
59
60
69
75
53
75
74
71
72
3
10
7
8
3
14
17
11
22
16
36
26
55
45
50
80
67
73
69
89
86
80
88
94
8
5
8
9
7
8
5
28
29
29
32
44
96
94
95
92
92
93
93
95
96
91
96
94
10
17
13
4
15
12
13
20
12
18
43
23
54
46
50
49
75
63
63
57
56
57
41
84
8
3
11
11
15
10
14
10
9
22
5
30
Q: Which TVCs do you view last month? What top 03 TVCs do you do
you like?
Sa chua Vinamilk - Chic mi trng
Downy - 1 ln x
Maggi - 3 ngt
P/S - Tr xanh
Knorr - Tht thn v xng ng
Hazeline - Sa dng th ngc trai
Johnson baby - Sa tm nh du
Dove - Du gi phc hi 66
58
59
70
74
75
75
74
78
76
74
86
7
9
10
8
10
11
12
17
18
21
29
31
59
46
42
59
60
69
75
53
75
74
71
72
3
10
7
8
3
14
17
11
22
16
36
26
55
45
50
80
67
73
69
89
86
80
88
94
8
5
8
9
7
8
5
28
29
29
32
44
96
94
95
92
92
93
93
95
96
91
96
94
10
17
13
4
15
12
13
20
12
18
43
23
54
46
50
49
75
63
63
57
56
57
41
84
8
3
11
11
15
10
14
10
9
22
5
30
Favorite TVC Aided awareness
-
Coca Cola Brrr, Beeline Big Zero and Vinamilk Yoghurt are unique
TVCs.
8
8
9
9
9
16
17
20
33
37
4
15
13
11
10
22
15
10
36
28
10
7
3
1
11
25
26
27
48
53
5
6
8
18
2
9
10
31
43
42
11
3
10
4
13
8
18
12
3
25Coca Cola - Brrr
Beeline - Big Zero
Vinamilk Yoghurt Chic m trng
Dr. Thanh
TotalTotal HCMCHCMC Ha NoiHa Noi Da NangDa Nang Can ThoCan
Tho
%
8
8
9
9
9
16
17
20
33
37
Q: What are 03 unique TVCs?
4
15
13
11
10
22
15
10
36
28
10
7
3
1
11
25
26
27
48
53
5
6
8
18
2
9
10
31
43
42
11
3
10
4
13
8
18
12
3
25
Comfort - Andy & Lily
Surf - Bt git oxy
Downy - Mt ln x
Nokia - N97
Maggi - 3 ngt
Pepsi Ti c th - Chim cnh ct
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The next Viettrack will come in on 15th November 2009
Market research top-line
Your feedback and enquiry on Viettrack is highly appreciated.The
next Viettrack will come in on 15th November 2009
Contact: Tuong Tuan Thong, Managing DirectorTel: +84 8 3514
2584Email: [email protected]
