Khảo sát phụ nữ Việt Nam - eng version - 22 june

Market research top-line May 2011

Behavior and lifestyle of Vietnamese high-income middle aged women

Highlight:

HCM.C HA NOI DA NANG

About Viettrack is a monthly research news-letter developed by FTA Research & Consultant, the

representative of ESOMAR in Viet Nam. It is conducted base on a monthly research. It aims at delivering comment, evaluation and true feeling of research objects about present time’s economic situation as well as promotion campaigns or products to producers and marketers. It is expected to help them understand to offer better service to unsatisfied demand of consumers.

Viettrack is done according to ISO 20252:2006, the international quality standard in market research and ESOMAR Code of Conduct.

Viettrack May 2011 is conducted amongst general population (30 - 55) in 3 big cities of Vietnam (HCMC, Hanoi, Danang) with the sample size N=300 (equally for each city). This study aims at sketching out main information about behavior and life style of Vietnamese high-income middle-aged ladies through finding out:

Objectives and interesting in their life

Main income and job views

Time management for daily activities

Entertainment and health care activities

Spending behavior in the price storm period

Other information (fashion style, communication channel to approach…)

→Thus, this information will help marketers to have suitable marketing efforts to this potential segmentation.

The portrait of Vietnamese middle aged female customers

Occupation

Business owner

Employee

Housewife/ Retired

%

Total N=150

HCMC N=50

Hanoi N=50

Da Nang N=50

Business owner

Employee

Housewife/ Retired

%

30 – 40 year old women


Total N=150

HCMC N=50

Hanoi N=50

Da Nang N=50

Middle aged women in 30 – 45 year old are fairly dynamic, almost of them tend to manage both official works and their own business.

However, Approximately 40% of 45 – 55 year old women leaves work to act housewife role. There is difference between women in each cities:

- 45 – 55 year old women in HCMC tend to have their own business.

- 56% of 45 – 55 year old women in Ha Noi does housework.

- 45 – 55 year old in Da Nang is still employed (34%)

Income

1 2 6 8 2 8 28 20

24 40

21 28 22

14

44 42 52 38

Profit from their own business

Profit from inviest in gold, realestatePersonal salary

Husbands salary

Others

Average monthly income: 20,266,667 VND, with:

Total N=150

HCMC N=50

Hanoi N=50

Da Nang N=50

%

3 6 2 14 14 8 20 13 8

6

26 33 30 60

10

37 42 26

42

Profit from their own business

Profit from invest in gold, realestatePersonal salary

Husbands salary

Others

Average monthly income: 20,533,333 VND, with:

Total N=150

HCMC N=50

Hanoi N=50

Da Nang N=50

%



Those financial independence middle aged women gain an income over 20 million VND per month mainly from their own business as well as profit from investment in gold and real estate.

Especially in Da Nang, most of 30 – 40 year old women’s income come from monthly salary.

It appears that income of older women in Hanoi mainly comes from investment in gold and/or real estate.


Interested in life Family and health are the key driver of women life, which are more important when they get older. The younger women group (30s) also remark the importance of career and social status.

Women in HCMC tend to fair share their mind for family and their own affairs (health, work…) whereas others in Hanoi and Da Nang take care of their family more.

% Family/ children

Health

Career/ Social status

Love/ marriage

Beauty

iFriends and social relationship

44

73

95

95

1

3

78

63

59

17

20

1


Most interested Interested

27

48

99

99

166

53

65

6

27

1

HCMC Hanoi Da Nang HCMC Hanoi Da Nang

N=50 N=50 N=50 N=50 N=50 N=50

Family/ children 46 70 60 56 68 70

Health 30 12 18 34 24 24

Career/ Social status 18 16 16 10 4 4

Love/ marriage 6 - 2 - - -

Friends and social relationship - - 2 - 4 -

Beauty - 2 2 - - 2


Job views

Middle aged women still care and spend fairly much time for work, however, when turn into 45 – 55 year

old, they tend to lighten the workload in order to take care of their family and their health as well.


26

26

52

56

16

14

HCMC Hanoi Da Nang

HCMC Hanoi Da Nang N=50 N=50 N=50 N=50 N=50 N=50

Spend much time on working for career development 64 52 52 42 22 36

Spend less time on working to take care of family 30 40 84 50 68 88

Take a little time for study 22 22 34 8 10 10 Spend less time on working for personal care 16 22 38 42 44 56

Spend more time on developing social relationships 14 4 30 22 16 28

Concentrate to study for personal development 8 - 34 4 2 12

Spend much time on working for career development

Spend less time on working to take care of family

Take a little time for study

Spend less time on working for personal care

Spend more time on developing social relationships

Concentrate to study for personal development

47

9

69

33

22

6

%

Objectives of life Beside investing in children, 30 – 40 year old women also have other objectives in work, business, purchase house/ car and long term invest, meanwhile, 45 – 55 year old majorly invest in their children and partly in business for themselves.

At the age, women of 40s are considering the marriage for their children.

%

20

44

13

37

65

64

66

1

1

23

35

51

61

7

13

11

9

2

5

Most important Important

HCMC Hanoi Da Nang HCMC Hanoi Da Nang N=50 N=50 N=50 N=50 N=50 N=50

Invest in children(e.g: pay for their study abroad) 30 34 40 26 72 50

Invest / develop their own business 16 30 22 36 4 20 Invest in gold, real estate, saving 14 10 10 12 18 6

Purchase house/ car 14 8 16 6 4 4 Promotion/salary increase 12 12 4 4 - 6

Widen social relationship 4 - 2 4 - 2

Start their child marriage - - - 12 2 4

29

32

6

15

64

52

75

1

1

20

49

43

54

41

5

12

3

2

1

6

Invest in children(e.g: pay for their study abroad)

Invest / develop their own business

Purchase house/ car

Invest in gold, real estate, saving

Promotion/salary increase

Get married

Widen social relationship

Do charity

Go travel

Start their child marriage

30 – 40 year old women 45 – 55 year old women

Time management for daily activities Over 70% in timetable of middle aged women is used for working and taking care of family/ children, in which working account for 37% 30 – 40 year old women’s time and that take less time to 45 – 55 year old women. On the other hands, the 40s women spends more time for their health care.

Many women in this age still work on weekend (about 10%), the majority are women who do business by their own.

WEEK DAYS

WEEKEND

7% 3%

15%

10%

37%

7%

3%

18%

12% 3%

22%

12%

11%

11%

3%

26%

7% 5%

19%

12%

24%5%

1%

27%

10% 4%

26%

12%

9%7%

1%

31%

Work

House work

Children care

Health care

Beautifying

Personnal entertainment

Study

Social activities

Business owner Employee Housewife

/ Retired

Work 20 5 -

House work 21 28 39

Children care 22 24 28

Health care 12 13 12

Beautifying 9 10 7 Personal

entertainment 10 14 9

%



Middle aged women and health care activities

Health care

3 main health problems of middle aged women include hypertension, osteoporosis and rheumatism.

In particular, 30 – 40 year old women seems to have problems with hypertension, while women in 45 –

55 year old meet more problems with osteoporosis and rheumatism.

Have some health problem

Healthy

Hypertension

Osteoporosis

Rheumatisms

Diabetes

Hypotension

Stomach

Cardiovascular

Allergy Base on all respondents N=150

%

Health problem Health problem

Have some health problem

Healthy

Osteoporosis

Rheumatisms

Hypertension

Cardiovascular

Diabetes

Heard ache

Hypotension

Dyspepsia

Bronchitis

8

8

20

28

28

36

8

4

Health problem Health problem

Base on respondents who have health problems N=150

3

3

7

14

37

42

38

1

1

%

Base on respondents who have health problems N=74



Base on respondents who have health problems, N=25

Health care activities

Doing physical exercise, having periodic health check and drinking nutritional milk are 3 health care

methods which middle age women choose.

45 – 55 year old women seems to prefer doing physical exercises.

%

11

23

33

55

56

9

3

Do physical exercise

Have periodic health check

Drink nutritional milk

Use functional food

Ask nutrition specialist

Purchase valuable medicine

Do no thing

N=150

13

25

40

62

77

11

4

N=150



Physical activities


prefer Aerobic, GYM or

Yoga and do exercises

not only in gymnasium

but also at home, in the

park as well.

Meanwhile, Most of 45 –

55 year old women

choose gentle activities

such as naturopathic

physical exercises,

jogging and yoga and

often set in location

close to home (e.g.

park)

Aerobic

GYM

Yoga

Jogging

Naturalpathic physical exercises

Do their own exercises

Dance

Gymnasium

At home

Location near home (parks..)

Cultural house

%

%

Physical activities

Place

1

1

1

3

10

15

16

29

41 %

Physical activities

Place

Naturalpathic physical exercises

Jogging Yoga

Aerobic

GYM

Badminton

Swimming

Tennis

Dance

Location near home

Gymnasium

At home

Cultural house

Swimming pool

Tennis court

Base on respondents who do physical exercises to protect health N=116 Base on respondents who do physical

exercises to protect health N=84



Drinking nutritional milk

Vinamilk, Anlene and Ensure

are 3 most popular milk brand

with middle age women.

Among this, 30 – 40 year old

women choose Vinamlik while

45 – 55 year old women prefer

Anlene.

Anlene

Vinamilk

Ensure

Dutch Lady

Ba Vi

Abbott

Ensure canxium cerial

Vinamilk canxi milk

Nutifood milk

Herbalife

Base on respondents who drink milk to protect health

N=60

% Vinamilk

Anlene

Ensure

Dutch Lady

Yomost

Base on respondents who drink milk to protect health

N=50

%



Functional food usage

Some middle age women

usually use functional food to

supply vitamin and improve

health, from drugstore,

multilevel selling channel or

oversea.

3

9

24

32

56

Supermarket

Hospital

Oversea

Multilevelsselling channel

Drug store

%

21

35

35

74

Good for bonesand ankle

Good for skin,anti-aging

Healthimprovement

Vitaminsupplement

Base on those who use functional food for taking care of their health

N=34


Place

5

24

29

37

61

%

Base on those who use functional food for taking care of their health

N=38


Vitamin supplement

Health improvement

Good for skin. Anti-aging

Good for bones and ankle

% Drug store

Oversea

Multi-levels selling channel

Hospital

Supermarket

Place



Middle aged women and beauty care activities

Using spa service

Common used service in spa Frequency of going to spa

Number of times going to the spa/ month 1.38

Base on respondents who have gone to the spa N = 143

Base on 30 – 40 year old female respondents, N = 150

41% 59%

Almost have not gone to the spa

Have gone to the spa

64 %

36%

Almost have not gone to the spa

Have gone to the spa

Base on 45 – 55 year old female respondents, N = 150

2 7

15

48

22

6 Every week

2- 3 times/ month

Onec a month

Once/ 2 month

Once/ 3 month

Less once/ 3 month 1

9

11

27

29

39

71

78

2

7

1

3

46

41

Special treatment…

Waxing

Slimming treatment

Skin treatment

Whitening

Sauna

Body care

Skin care

%

%

Most common used service

Common used service

There are more 45 -55 year old women

go to the spa than 30 – 40 year old

women (59%), with a once a month

frequency. They usually come there to

have their skin and body cared.



Fashion style

sophisticated fashion style

Tend to go trends

Impressive/ difference

Show social status

Mature/ respectable

Prestigious trademark

An elegant, simple and basing on personal preference is fashion style of almost middle age women. They

also tend to choose clothes basing on their personal preference.

However, While 30 – 40 year old women like youthful style, 45 – 55 year old women prefer mature and

respectable style.

Elegant/ simple

Personal preference

Merging with the crowd

Do not like to show social status

Youthful

Do not care about trademark

Elegant/ simple

Personal preference

Merging with the crowd

Do not like to show social status

Youthful

Do not care about trademark

A is more correct The sameB is more correct

%



N = 150 N = 150

8

18

4

18

Favorite color

N=150 N=50 N=50 N=50

Total HCM.C Ha Noi Da Nang

9

16

17

25 White

Pink

Black

Violet



10

15

12

22

10

22

16

20

12

14

14

26

10

16

16

24

6

10

20

30

10

12

18

22

White, pink, black are

3 most favorite color

of middle age

women.

45 – 55 year old

women prefer black

than pink, especially

in Ha Noi, conversely,

others in Da Nang

prefer pink.

White

Pink

Black

Violet

%

%

Middle aged women and entertainment activities

Entertainment activities

Spend time with family

Watch TV

Read newspaper/ magazines

Online

Listen music

Reading

Shopping

Spa/ beauty care activities

Do exercise/ play sport

Enjoy cuisine

Go travelling

Café/ bar/ discotheque

Activities of company’s organization

Social activities/ charity

N=150 N=150 3 activities want to do 3 activities usually do

Family hold an

important position

amongst middle aged

women’s entertainment

activities.

Beside that, 45 – 55

year old women usually

join charity.

Although middle age

women do not go

travelling often, most of

them desire to travel.



REL

AX

/ EN

TER

TAIN

MEN

T A

T H

OM

E

REL

AX

/ EN

TER

TAIN

MEN

T O

UTS

IDE

SOC

IAL

AC

TIV

ITIE

S

Oversea Domestic

The common occasion for traveling

Companions

Traveling habit 1.31 1.97 Times of travel/

year

Base on respondents who have gone travelling

Middle age women usually go travelling once to

twice a year, both domestic and oversea, in

summer vacation or national vacation, with their

husband and children.

N=262 N=48

%

%

Summer vacation National vacation(30-4, 1-5,

2/9)

Lunar new year

Anytime

In the end of the year (Christmas, New Year..)

Base on respondents who have gone travelling, N = 262

Husband and children

Husband

Friends/ Colleague

Children

Parents/ sisters and brothers

Alone

30-40 year old (N = 133)

45-55 year old (N = 129)

Companions

Most often companions

Companions

Most often companions

Husband and children

74 68 81 75

Husband 38 16 41 9

Friends/ Colleague 44 8 29 8

Children 23 4 38 5

Parents/ sisters and brothers

32 2 27 1

Alone 6 1 5 1





Intended travel destination for the next year

Domestic Oversea

7

7

8

8

9

11

14

27

30

9

5

5

% Nha Trang

Da Lat

Vung Tau

HCM.C

Sapa

Ha Noi

Ha Long bay

Mui Ne, Phan Thiet

Phu Quoc

Da Nang

Sam Son

Hue

4

5

9

15

8

9

14

29

30

12

4

8

2

2

2

3

4

8

11

2

2

6

2

2

0

2

2

7

10

1

2

6

Thailand

Singapore

China

Korea

U.S

U.K

Malaysia

France

Italy

Japan

Nha Trang, Da Lat and Vung Tau are 3 most popular destinations in Vietnam. Besides, 45 – 55 year

old women also like Ha Long Bay.

Thailand, Singapore and China are 3 most wanted overseas travel destination of middle aged women.

N=150 N=150 N=150 N=150

Middle aged women and advanced study

Base on 30 – 40 year old female respondents , N=150


What course they have applied ? There are over 30% 30 – 40 year-old-ladies who have joined some langue courses, college, other degrees or master/

doctor in order to develop their career.

Meanwhile, there is only 15% of 45 -55 year old women have joined courses which are majorly cooking course, just a

little remainders study language and college.


55

41

27

5 5

College/ other

degrees

Skill course

Base on respondents who have joined a course, N=22

27

54

31

19

2

Study foreign language

IT course

College/ other

degrees

Master/Doctor

Skill course

Base on respondents who have joined a course, N=48

%

Base on 45 – 55 year old female respondents , N=150

Master/Doctor IT course

Study foreign language

Purchase behavior of middle aged women

Spending in total monthly income

%

Base on all respondents, N=300

N=100

HCMC HA NOI DA NANG

N=100 N=100

28

10

8 8 6

6

6

8

14

7 Food

Clothes/ beauty product

Health problem

Transport and Communication

Travelling

Entertainment/ meetingfriendsEducation

26

10

7 9 6

7 2

12

16

7

28

9

8 6 8 5

8

6

12

9

30

10

9 9 6 5

7

7

13 5

Beside food, transport and communication are

basic demands, clothes and beauty product make

up a large amount of monthly expenditure of

middle aged women.

Middle aged women averagely keep about 14% of

total monthly income for saving.

Women in Hanoi tend to invest in gold and real

estate more than others.

Spending cuts in the price storm period

% 145

264

224

234

282

232

267

300

256

130

N=

Clothes/ beauty product, entertainment and meeting friends are 2 expenditure which have maximum cut downs

in “storm of price” period. Customers in Da Nang specially decrease expenditure in entertainment but only cut a

little spending for clothes/ beautifying.

TOTAL

72

67

38

18

20

23

43

78

79

85

26

29

31

38

33

51

34

19

17

14

2

4

31

44

47

26

23

4

4

2

Invest in gold, realestate

Saving

Other expenditures

Entertainment/meeting friend

Clothes & beautyproduct

Travelling

Transport &Communication

Food

Drug

Education

None cuts Little cuts Maximum cuts

82

80

53

22

20

29

54

87

84

69

16

20

31

32

25

37

24

8

8

25

2

0

16

46

55

33

22

5

8

6 44

93

83

85

96

75

96

100

74

16

N=

60

41

15

17

14

17

31

75

73

90

38

51

32

42

25

63

45

19

23

10

2

8

53

41

62

20

24

6

4

63

86

72

78

89

86

80

100

92

62

N=

79

80

44

16

27

23

42

71

81

83

18

15

29

41

50

52

35

29

19

15

3

5

28

44

24

25

23

2 63

86

72

78

89

86

80

100

92

62

N= HCMC HA NOI DA NANG

A B

General purchase behavior

Only being the main decision maker for their own personal products

Make decision right in the store

Prefer to low price than prestigious manufacture Only need product with basic functions

Purchase just when in need

Just use product which being used by many people Don’t have any idea when other people’s shopping

Pay more attention in function

Foreign brand is not important

Choose product by following their own taste

Dislike online shopping

Base on all respondents , N = 300

Is the main decision maker for almost family’s durables

Search for information before making purchase

Willing to pay higher for the prestigious manufacturer

Willing to pay more for those product with extra functions

Can go shopping anytime even when do not have the need

Be the first to try a new product

Like consult for other people when they shopping

Pay more attention in design

Preferred foreign brand

Choose product by following the TREND

Like online shopping

Some general purchase behavior of middle aged women:

• Is the main decision maker for almost family’s durables

• Search for information before making purchase

• Willing to pay higher for the prestigious manufacturer

• Do not like online shopping

• Choose product by following their own taste

8

9

27

29

39

41

53

54

59

62

68

15

16

28

14

38

22

13

9

17

12

19

76

74

45

57

24

37

34

37

24

25

13

A is more correct than BThe sameB is more correct than A

Shopping channels

Food

Necessities Durable High-tech items Clothes

2 main shopping channels of middle aged women are wet market and supermarket.

In particular, wet market is the major channel when buying food.

Modern shopping channels like supermarket, department store are prioritized to choose when purchasing clothes and beauty products.

%

0

0

0

0

0

0

0

0

0

0

2

15

82 Wet market

Super market

Convenient store

Grocery store

Commercial center

Boutique

Showroom

Electronic supermarket

Online shopping

TV shopping

Buying products from oversea

Multilevel selling channel

Fashion shop 0

0

0

1

0

0

0

0

3

26

6

52

12

10

1

2

0

1

0

1

15

14

0

5

36

15

0

0

0

0

0

63

14

2

8

0

0

13

1

0

0

0

0

0

81

12

3

4

0

0

1

0

Base on all respondents , N = 300

Other information

Media habit

Base on all respondents, N = 300

8

9

10

12

15

25

37

47

49

53

62

82

97

100

100

100

Beside TV, magazine and newspaper, WOM (word of mouth) is also an important communication

channel to approach middle aged women.

% Talking to family

Watching movies on TV

Watching TV

Talking to friends

Reading newspapers

Reading magazines

See the posters, display advertising on the street

Online or log in email by internet at home

See ads on public transport

See ads on LCD in buildings

Read leaflets on newspapers

Watch movies in the cinema Read free distributed newspapers/ picture magazines

Listen radio

Use internet or email in internet café.

Use internet or email by mobile phone

5AM

6AM

7AM

8AM

9AM

10AM

11AM

12PM

1PM

2PM

3PM

4PM

5PM

6PM

7PM

8PM

9PM

10PM

11PM

12AM

Media habit

0

8

28

55

76

73

59

29

11

5

4

12

35

28

15

11

13

20

8

1

0

1

3

9

15

18

21

26

27

27

15

9

10

24

35

31

17

6

1

0

0

0

2

4

4

4

3

4

5

5

4

5

7

9

18

28

45

47

14

0

0

2

4

5

8

5

4

5

8

12

11

8

11

15

19

23

34

28

4

0

4

9

26

30

38

32

15

12

11

8

10

2

8

12

18

18

8

3

0

0

Base on all respondents, N = 300

Base on, N = 300 300 290 247 186 146

7AM – 10AM is the time to read newspapers and magazines of middle age women. 6PM – 10PM, they spend time with family, watching TV and surfing internet at home.

2

17

55

78

86

71

34

12

6

6

5

26

44

37

18

13

10

9

5

1

Watch TV Talk to family

Talk to friend

Read newspapers

Read magazines

Internet at home

Favorite characters

Singer Quang Dung

Composer Trinh Cong Son

President Ho Chi Minh

Singer Cam Ly

Pressman Lai Van Sam

Singer My Tam

Comedian Hoai Linh

%

N=150

Cam Ly, pressman Lai Van Sam and singer My Tam are 3 most favorite person of middle aged women.

Amongst, Cam Ly is especially liked in HCMC, women in Hanoi prefer pressman Lai Van Sam and My Tam have

the enthusiastic supporting from hometown audiences – Da Nang.

N=50 N=50 N=50

HCMC HA NOI DA NANG TOTAL

Singer

Dam Vinh Hung

9

13

14

9

14

28

19

15

2

6

7

8

9

9

26

4

12

6

6

10

16

5

0

28

8

8

9

9

13

14

15

16

1

7

2

2

29

5

2

7

4

21

3

2

5

10

16

3

4

5

5

22

HCMC HA NOI DA NANG

%

TOTAL

Anlene milk – actress Michelle Yoeh

Knorr MSG TVC

Creative Comfort – Comfee family TVC

Sunsilk Creative Shampoo TVC

Pure Vinamilk with laughing cow TVC

Favorite TVCs Vinamilk funny TVC ( laughing cow) impressed many middle aged women. Besides, women in HCMC

especially like Sunsilk creative TVCs more than others.

N=300 N=100 N=100 N=100

CONCLUSIONS

Income - They are dynamic women,

manage both official works and their own business.

- Earn 20 million VND/month majorly from their own business.

Family vs. Work - Family is the most interesting.

- However, spending more time on working to develop their own career and business.

- 11% women have own business still work on the weekend.

Objectives of life 1. Invest for their children

2. Develop their own business

3. Purchase house/ car

4. Invest in gold and real estate

5. Be promoted, increase salary

Health care activities - Almost having no health problem, just 17% of

them have health problem, among that, hypertension is most common.

- 3 actions to protect health:

1.Earobic, GYM or Yoga in gymnasium or at home.

2. Periodic health check

3. Drinking milk: choose Vinamilk

Beauty care activities - 59% have gone to the spa with the once a

month frequency to have skin and body care

- Favorite fashion style: elegant, simple not so prominent and youthful basing on their own taste.

- Favorite color: White and black, women in Da Nang especially prefer pink than others.

Entertainment activities - 3 common entertainment activities to do: enjoy time with their family, watching TV and shopping.

- Desired to do activity: travelling

- Favorite domestic destination: Nha Trang, Da Lat, Vung Tau.

- Fovorite oversea destination: Thailand, Singapore, China

Study - 32% have joined courses for

developing career/ job:

- Foreign language

- College/ second degree

- Master/ Doctor



Income - Women in HCM.C: income from their

own business

- Women in Ha Noi: Most of them act housewife role, income from invest in gold/ real estate

- Women in Da Nang: Majorly employee, income from monthly salary.

Family vs. Work - Family is the most interesting.

- Tend to spend less time on working to take care of family and their own health.

- 9% of them are business owners, majorly in HCM.C and still work in the weekend.

Objectives of life 1. Invest for their children

2. Developing their own business

3. Investing in gold/ real estate

Study

- Only 15% of them have joined some

courses, the major take cooking or

make-up course. Remainder learn

foreign language.

Health care activities - About 50% of them have health problem, majorly

Osteoporosis, rheumatoid and hypertension.

- 3 health care activities:

1. Naturalpathic physical exercises, jogging or yoga in place close to their home like parks.

2. Periodic health check

3. Drink milk: choose Anlene

Beauty care activities - 36% of them have gone to the spa with once a

month to have skin and body care.

- Favorite fashion style: elegant, not so prominent, base on their own taste and have to be mature and respectable.

- Favorite color: White and black, Da Nang especially prefer pink than black.

Entertainment activities - 3 common entertainment activities to do: enjoying time with family, watching TV and shopping.

- Desired to do activity: traveling

- Favorite domestic destinations: Nha Trang, Da Lat, Vung Tau and Ha Long bay.

- Favorite oversea destination: Thailand, Singapore, China

General purchase behavior and Communication channel to approach middle aged women (30 – 55 year old) include: Beside food, clothes/ beauty product and transport and communication are most major monthly

expenditure of middle women. In the “storm of price” period, expenditure for clothes/ beauty product is maximum cuts.

In addition, they take 14 % excerpt of total monthly income for saving and 7% for gold and real estate investing. Women in Hanoi especially invest more in gold and real estate (9%).

Middle age women are main decision makers for almost family’s durables:

Purchasing by following their own taste and prefer prestigious manufacturers.

Do not like online shopping

Search for information before making purchase

Care about function more than design.

Main shopping channel: market and super market

Buy food in the market majorly.

Supermarket and modern channel likes commercial center, boutique are main shopping channel for clothes and beauty product.

WOM (word of mouth) is the most important channel to approach middle age women beside newspaper, magazine, radio and internet. They interact and talk to friends and family almost day:

8 – 11AM & 3 – 7PM: Chatting with friends

6 – 9PM: Talking to family

Favorite person of middle age in each city is different:

HCMC: Cam Ly

Ha Noi: Pressman Lai Van Sam

Da Nang: My Tam

THANK YOU!

Documents

Khảo sát phụ nữ Việt Nam - eng version - 22 june