Market research top-line Apr 2011

Young consumers aged 20-29 – lifestyle and behavior

HIGHLIGHTS:

HCMC HA NOI DANANG CANTHO

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 Apr 2011 is conducted on the population aged 20 – 29, in 4 largest cities of

Vietnam (Hochiminh, Hanoi, Danang, Cantho) with the sample size N=600. This

study aims to portrait the young consumers aged 20 – 29 year old in the general

scenario. Thus, this information will help marketers got a general image about this

consumer target for making their marketing strategy.

Habits & Lifestyle

Personal information

Media habit

Expenditure & Purchase

habit

Table of content

Habits & Lifestyle

Personal information

Media habit

Expenditure & Purchase

habit

N = 600

Activities & Leisure

9

14

20

74

23

26

68

80

85

33

44

55

69

76

79

95

Organization/Club activities

Community/Charity…

Office/School activities

Meeting with friends

Going to movie/drama…

Going to music show

Shopping

Going to coffee shop

Eating out

Doing exercise/Playing…

Reading book

Spending time with family

Reading news/magazine

Online

Listenning to music

Watching TV

Activities/Leisure that often do?

%

AT

HO

ME

LEIS

UR

E

OU

TSID

E LE

ISU

RE/

AC

TIV

ITIE

S

SOC

IAL

AC

TIV

ITIE

S

Hanging out with friends, eating out, going to coffee shops and shopping are the most favorite activities for the time outside.

Watching TV, online and listening to music are the most preferred leisure at home.

Except hanging out with friends, the time for other social activities is not remarkable

Differences across target groups about activities & leisure

N=HCM150

HN150

DN150

CT150

20-24300

25-29300

Male300

Female300

AT HOME LEISURE 92 91 88 92 89 92 88 93Watching TV 44 29 45 53 38 47 35 50

Listenning to music 34 19 19 22 29 18 20 27Online 35 33 25 14 35 18 34 19

Reading news/magazine 13 6 13 7 8 11 8 11Spending time with family 20 46 23 23 19 37 22 34

Reading book 7 7 11 5 10 5 7 8Doing sport 9 11 4 6 5 10 12 3

OUT OF HOME LEISURE 76 71 80 88 78 79 82 75Eating out 38 35 47 40 39 41 40 40

Going to coffee shop 38 29 33 49 38 36 54 21Shopping 19 23 27 23 21 25 11 35

Going to music show 5 1 1 2 3 2 3 2Going to movie/drama theatre 5 3 4 - 4 2 3 2

SOCIAL ACTIVITIES 32 55 47 55 51 44 50 45Meeting with friends 20 48 29 51 40 34 39 35

Office/School activities 7 8 8 2 6 6 6 7Community/Charity activities 3 - 9 - 3 3 3 3Organization/Club activities 3 1 3 3 2 2 2 3

Young consumers in HN spend time for being with their friends & family most. Except HN young people spending more time for online than for watching TV, young people in other cities spend time

most for watching TV, regarding at home leisure Among OOH leisure, going to coffee shop is the most favorite activity for young people in HCM and CT, while for those

in HN and DN, it is eating out. Young consumers in HCM & Da Nang more often join community/club activities rather than just meeting with friends. Female spend more time for watching TV and shopping than male, while male online and going coffee shop more

often. Which are 3 most often activities & leisure?

Fashion style

%

TỔNG HCM HANOI DANANG CANTHO

N=600 N=150 N=150 N=150 N=150

50 50 37

61 51

3 3

4

3

3 4 9

2

1

4 4 3

5

0 7 12 7

12

21 9

27 28 39

13 26

Showing characters throughdressing

Always update the newest trend

Only the famous clothes brand

Dressing after the characters inmovies

Dressing differently from others

Dressing sometimes on trend,sometimes on personal style

Which statements suit your fashion style?

Demonstrating the personal characters and being good to catch up the trend are the key words for fashion style of the consumers aged 20 – 29 y.o. Hanoi’s young consumers are differentiated by the need of showing their personality by

dressing Young people in Danang show the highest percentage of “dressing sometimes on trend,

sometimes on personal style”. Young consumers in HCMC tend to dress differently more than those in other cities, while

who in Cantho more often dress after the movies’ characters.

Simple and nice 54Korean 12

Cute 9Outstanding 5

Classical 4Youthful 3

European 3Dynamic/Sport 2

Formal 2Neat 1

Elegant 1Stylish 1

Vietnamese 1Chinese 1Modern 1Hiphop 1

Personal style & Favorite colors

White 22Black 21Pink 12

Ocean-blue 10Red 9

Yellow 8Green 5Violet 4

Sky-blue 5Brown 2

Grey 1Orange 1

N=Male300

Female300

White 23 22Black 31 10Pink 1 23Ocean blue 13 7Red 9 9Yellow 5 10

Black & White are the most favorite colours among consumers of this age group. Next are pink, ocean-blue, d and yellow. Apart from the white colour chosen by both male and female., male seem to prefer black and ocean-blue, while female like pink.

More than a half chose the simple & nice for their personal style. Korean style seems to be an important trend among 20-29 y.o people.

%

%

N = 600

Favorite TVCs and favorite singers

It seems that the 20-29 y.o. consumers are attracted most by enjoyable commercials. That’s why “Vinamilk fresh milk” is on top of the favorite TVCs and Heneiken, Comfort come to the next.

Vinamilk fresh milk 100% 12

Heneiken 7

Comfort fabric conditioner 7

Dr. Thanh herbal tea 3

Cocacola 3

OMO detergent powder 3

Beeline 2

O degree Green tea 2

Sunsilk sampoo 2

C2 green tea 2

Knorr seasoning powder 2

Pepsi 2

Xmen sampoo 2

Nescafe - café Viet 2

Dam Vinh Hung 13My Tam 8

Dan Truong 7Cam Ly 6

Ho Ngoc Ha 3BackStreet boys 2

Noo Phuoc Thinh 2Cao Thai Son 2Quang Dung 2

Minh Hang 2Lam Truong 2

Ho Quynh Huong 2

The 1st place of the ranking board for singers belongs to Dam Vinh Hung. My Tam, Dan Truong and Cam Ly keep the next 3 positions. As the percentage of favourite is distributed across the singers, almost are less than 10%, can see that no one can get a dominating position among 20-29 audience.

% %

N = 600

N = 600

Personal concerns

%

3 3 3 5 3 2 4 2 4 8 3 1 8 8 11 12 4 5 10

6

16 14 13 20 18 18 14

16 19 16 11 17 14 18

19 15 24

11

25 16

21

34 36 28

45

26 37 31 Career

Family

Studying

Finance

Love

Health

Friends & Socialrelationship

HCM MALE TOTAL HN DN CT FEMALE

N= 600 150 150 150 150 300 300

Most concerned

For the 20-29 age group, their most important concern is career. It holds the top position. It has a large gap with 2nd concern: “family”, specially in HCM and Danang. Finance is considered as 3rd important, same as study. • Young peolple in Hanoi & Cantho concern of family more than in other cities • Female think about family, study and health more than male, when male concern

more about career, finance and love.

Personal objectives

% HCM HN DN CT 20-24 25-29 Male FemaleSalary increase/Promotion 37 17 32 25 19 36 30 25Higher studying 15 18 14 18 28 5 15 17Investment/Getting rich 14 17 17 7 13 14 17 10Buying a valuable item 5 17 8 12 14 6 9 11Taking care of children 5 11 5 10 3 12 4 11Getting married/Having babies 6 9 5 7 6 8 7 6Buying house/land 5 1 10 5 3 8 6 5Giving help to family 4 9 1 5 5 5 4 6Buiding/Reparing house 2 1 2 5 1 4 3 2

6 7 8 10

14

16

28

Salaryincrease/PromotionHigher studying

Investment/Getting rich

Buying a valuable item

Taking care of children

Getting married/HavingbabiesBuying house/land

Which is your most important objective?

Promotion/Salary increase is the most critical objective of the 20-29y.o. people. Higher studying is secondly important. • For young people in HCMC, a dynamic market, Promotion/Salary

increase target is remarkably higher than other objectives.

• Meanwhile, there is a quite balance across the top four objectives in Ha Noi. HN’s young people seem to much appreciate family values, they are setting their objectives of getting married/having babies and taking care of children more than in other cities.

• While male aim to getting rich more than female (17% vs 10%) ,

more female want to get higher education (17% vs 15%).

%

N= 150 150 150 150 150 300 300 300 300

Habits & Lifestyle

Personal information

Media habit

Expenditure & Purchase

habit

Favorite TV channel

HCM HN DN CT TotalHBO 52 49 47 46 49

VTV3 12 85 54 30 45

HTV7 41 3 33 32 27Star

Movies25 21 33 16 24

VTV1 8 38 25 12 21

HTV9 39 2 24 19 21

12

13

13

14

16

16

16

16

19

19

25

34

46

50

56

58

71

75

4

5

12

4

4

7

7

7

4

11

14

6

24

21

27

21

49

45

Discovery Channel

Fashion-TV

THVL

CVTV

Let's Viet

Star Sports

Disney

DRT1

HTV3

HN1

SCTV

VTV2

HTV9

HTV7

VTV1

HBO

VTV3

Top 3 most often

Often

%

HBO is ranked first amongst their favorite channels, VTV3 is second and HTV7 comes to third.

Which are 3 TV channels that you watch most often?

N = 600

Favorite Internet Website

14 11

18 18 19 20

23 23

29 31

35 36

41 44 45 46

54 68

Othersenbac.comnhacso.net

thanhnien.com.vnMe.zing.vn

nhaccuatui.comZing.news.vn

ngoisao.netKenh14.vntuoitre.vn

facebook.comVnexpress.net

Yahoo.comDantri.com.vnYoutube.com

Zing.mp3.com24h.com.vngoogle.com

%HCM150

HN150

DN150

CT150

google.com 69 72 69 63News website 83 92 87 61

24h.com.vn 44 71 69 31Dantri.com.vn 25 75 54 22Vnexpress.net 31 50 45 17

ngoisao.net 22 27 31 12tuoitre.vn 33 33 28 29

thanhnien.com.vn 14 11 31 15Kenh14.vn 15 43 53 7

Zing.news.vn 29 29 21 13Social network web 77 67 81 61

facebook.com 34 35 53 18Yahoo.com 41 33 43 47Me.zing.vn 25 17 20 13

Youtube.com 40 47 47 46Music website 54 53 75 58

Zing.mp3.com 34 37 64 48nhacso.net 20 21 18 12

nhaccuatui.com 14 23 22 23enbac.com 6 22 12 3

• Hanoi’s young people visit News website more often than those in others cities.

• Danang has the highest rate of using social network websites (especially Facebook) and music websites.

• Among news websites for Teen audiences, Kenh14.vn is more popular in Ha Noi and Da Nang, while zing.news.vn is more popular in HCM

Google is the Internet website that young people visit most often.

%

N = 600

Which are the websites that you often visit?

Favorite Magazines & Newspapers

6

7

7

7

8

9

11

17

18

18

19

24

31

33

44

53

Sinh vien (Hoa Hoc Tro 2)

Muc Tim

Dep

Cong An

The Thao Van Hoa

Hoa Hoc Tro

Tien Phong

Sai Gon Tiep THi

Lao Dong

Phu nu Viet Nam

The gioi phu nu

An Ninh The Gioi

Bong Da

Tiep Thi & Gia Dinh

Thanh Nien

Tuoi Tre

N = 600

%

Which are the newspapers and magazines that you often read?

Tuoi Tre, Thanh Nien, Bong Da and Tiep Thi & Gia Đinh are the most favorite magazines newspapers among 20-29 people.

19

20

24

26

27

27

28

28

36

39

40

43

44

57

58

87

93

Ngoc Quyen takes nude photo for environment

Collaption of Len Co quarries

Champions League

Backstreet Boys' show in Vietnam

Increase in medicine price

Disater in Vietnam and region

Earth hour

Assets price

Corruption

Unemployment

War in Libya

Hoan Kiem lake's turtle

Inflation

Gold/USD exchange

The impact of radiation from Japan

The catastrophe in Japan

Increase in electric & oil price

%

N = 600

Top hot news in the month In the last one month, young people are being interested most in the increase in electric/oil price and the catastrophe in Japan along with its impacts. The gold and USD exchange rate is also among the most hot news.

Habits & Lifestyle

Media habit

Expenditure & Purchase

habit

Personal information

N = 600

Personal expenditure

Food 26%

Transportation - Communication

13%

Education 6%

Entertainment 12%

Clothes & Beauty product

13%

Love 7%

Savings 13%

Others 10%

Food expense occurs the largest part of 20-29 consumers’ expenditures. Communication & Transportation, Clothes & Beauty products are other major expenses. Love affair also requires a certain expense (7%)

Differences across the target groups about personal expenditure

Food

Transportation - Communication

Education

Entertainment

Clothes & Beauty product

Love

Savings

Others

• Food is a very big expense for 20-29 y.o. people in HCM city • Young people in Da Nang have more savings than those in other cities (17%). • By gender, female spend more for clothes and beauty products (16% vs. 11%), while less for love and

communication & transportation.

7 12 12 10 10 10 10 10

14 10

17 12 10 17 12 13

5 8

6

7 7 6

8 5 11

14 12

14 14 12 11 16

12 10

11 13 12 11 12 10 5

8 5 7 8 5 6 7 13

13 13 14 13 13 14 11

36 24 22 23 26 27 26 28

HCM 20-24 MALE HN DN CT 25-29 FEMALE

N= 150 150 150 150 300 300 300 300

Purchasing attitude

16

34

34

34

50

49

38

45

28

44

44

26

25

26

25

20

17

19

22

17

21

12

58

41

40

41

30

34

43

33

55

35

44

A is more suitable Same B is more suitable

1. Pay more attention in design

2. Willing to pay more for those product with extra functions

3. Choose product by following the TREND

4. Be the first to try a new product

5. Can go shopping anytime even when do not have the need

6. Search for information before making purchase

7. Willing to pay higher for the prestigious manufacturer

8. Preferred foreign brand

9.Like consult for other people when they shopping

10. Is a main decision maker for almost family’s durables

11. Like online shopping

A B

They are ready to pay more for additional functions and prestigious manufacturers. They choose a product according to their own taste. They’re used to searching for information before making a purchase.

N = 600

%

1. Pay more attention in function

2. Only need product with basic functions

3. Choose product by following their own taste

4. Just use product which being used by many people

5. Shop just when in need

6. Make decision right in the store

7. Prefer to low price than prestigious manufacture

8. Foreign brand is not important

9.Don’t have any idea when other people’s shopping

10. Only being the main decision maker for their own personal products

11. Don‘t like online shopping

Decision role in household purchase

N = 600

%

Female

Male54

22

42

46

4

32

Main decision make

Take part in decision

Completely not take part

Female

Male53

33

42

51

4

16

FemaleMale

22 59

63 39

15 2

FemaleMale

24 62

59 36

17 3

Food

Necessities (Personal care, toiletries, etc)

Durable items (TV, washing machine,

refrigerator, etc)

Hi-tech items (Mobile phone, laptop, PC, etc)

Female is the main decision maker in purchase of food and necessities categories. Male is more often to be the main decision maker in purchase of durable and hi-tech items.

Necessities Food

Purchase place – Necessities & Food

Wet market and grocery store are the most popular places for necessities purchase (Personal care, toiletries,..). Supermarket is also an important shopping channel. • While in HCM, Da Nang and Can Tho, people buy necessities in

wet markets more often, Hanoi’s people buy this almost in grocery stores.

• In HCM and Can Tho, Supermarket is the 2nd preferred place for purchasing necessary products.

6 13 2 6 1

18

29

7 13 24

8

1

13 13 6

9 2

21 6 8

28 22

54

17 19

30 33

1

45 40

Wet market

Grocery store

Specialized store

Convenient store

Supermarket

Department store

Not buy 9 15 9 10 2

6 8

6 11

4 1

7 4 2

81 75 85 80 84

N= 600 150 150 150 150 600 150 150 150 150

For buying food, wet market is still being the 1st common choice. Next is supermarket, but not very remarkable. HCM city has more young people who do not buy food by themselves.

%

TOTAL HCM HN DN CT TOTAL HCM HN DN CT

Purchase place - Clothes & Beauty product

2 1 5 11 11 5

9 17

27 28

7

33 39

2 2 1

3 40 41

84 25

21

15 16 2 25 19 Wet market

Clothes/Cosmetics shop

Convenient store

Supermarket

Department store

TV shopping

Not buy

N= 600 150 150 150 150

Young people buy clothes and beauty products mostly in closthes/cosmetics shop and supermarket. Besides, 15% is for wet market and 11% for department store. • In Ha Noi, clothes/cosmetics shop is dominant • Among the cities, Can Tho has a very high percentage of buying in Supermarket

and department store. These places should be take into consideration for communication/promotion planning.

%

TOTAL HCM HA NOI DN CT

Important factors for choosing Durables & Hi-tech items

Reasonable price

Durability

Electric/Fuel saving

Guarantee

Nice design

Prestige manufacturer/brand

Function

Wellknown brand

Trusted by relatives/friends

Promotion

Customer services

Origin of making

Familiar brand

New product

To show personal status/style

Vietnam brand

Recommended by the seller

International brand

Ecofriendly

For durable items (househould appliances: TV, refrigirator, wash machine,..), the 20-29 y.o consumers consider most about price, durability, fuel saving, guarantee and design respectively. While for hi-tech products (mobile phone, PC,laptop,..) they consider more about durability, prestige of brand, guarantee and design. The price seems to be not a matter.

N = 600

%

0 10 20 30 40 50 60 70 80 90 100

Durables

Hi-tech

7

15

26

31

37

42

63

64

82

3

3

3

5

9

6

21

27

25

Manufacturer's website

Online forum

OOH Ad

Internet Ad

POSM

News/Magazine Ad

Recommended by friends

Recommended by relatives

TV Commercials

Influent

Popular

11

18

23

35

38

37

62

57

67

3

6

2

12

11

5

23

23

15

Influent

Popular

Durables Hi-tech

N = 600

WOM plays the most important role in young consumer’s purchasing habits for durables & hi-tech products. With a direct recommendations from friends or relatives, they can decide to buy product more easily even than seeing TV commercials or other sources of information. TV plays quite an important role in durables purchase, but it comes less important in hi-tech purchase.

Sources of information for choosing Durables & Hi-tech items

%

2

13

15

17

25

26

29

31

38

38

40

50

55

59

60

84

0 20 40 60 80 100

Important factors %

HCM150

Hanoi150

DN150

CT150

Total600

Reasonalbe price 76 79 90 89 84

High quality product 67 53 56 65 60

Good service 50 59 63 66 59

Bringing comfortable feeling 53 64 58 47 55

Nice space 57 44 53 44 50

Suitable with my style 31 41 53 35 40

Familiiar place 31 41 45 34 38

Have private space 29 36 48 40 38

Unique/Different 33 27 41 24 31

New place 21 25 35 32 29

Recommened by relatives/friends 13 31 40 19 26

Near to home/office 20 27 27 25 25

Promotion 17 14 15 21 17

Near to other entertainment place 11 17 14 16 15

Have program for close customers 11 11 17 15 13

Recommened on news/forum 2 3 1 3 2

Important factors for choosing Out Of Home Entertainment services In general, price and quality are two top factors to be considered most when choosing a place of OOH Entertainment. Young consumers in Danang and Cantho consider price more than HCM and Hanoi. Apart from price, HCM’ consumers consider the product quality and space, while Hanoi & Danang prefer services and comfortable feeling.

%

N = 600

Habits & Lifestyle

Personal information

Media habit

Expenditure & Purchase

habit

Occupation

N= 600 150 150 150 150 300 300 300 300

%

3 2 2 4 9 2 5 7 1

6 1 4

7 11

4 8 12

6 6 3

5

11

5

7 10 3

20

16 28 16

23

19

23 19 21

12

10

12 12

14

14

10

8 16

17

19

20 17

13

34

18

16

21 35

17 21

11 13

28 17

24

10 9 10 16 7 8

13 16

5 4 3 4 3 1 5 5 Managers & Large business

Specialist (Doctor, Lawyer, Nurse)

Office staff

Student

Seller

Small business

Worker

Housewife

Others

HCM 20-24 MALE TOTAL HN DN CT 25-29 FEMALE

Regarding the people of 20-29 y.o., HCMC has the highest high-qualified human resources, while Can Tho has the lowest. The number of doing small business is noticeably high in Ha Noi. The gap of high-qualified jobs is also found by gender.

33 37 33 41

23 22

45 33 33

21 29

17

19

19 32

10 24 17

34 21 49 33

31

37 30 32

35

12 14 1 7

28

10 15 10 14

Secondary school

High school

University

Bachelor or higher

Highest education

Totally, 33% out of the 20-29 years old people have got College or higher education, besides 21% of them are students. The ratio of high school education in Hanoi, compared to secondary school, is highest among the cities, but the ratio of college education (including students) is smaller than that in HCM & Danang.

%

HCM 20-24 MALE TOTAL HN DN CT 25-29 FEMALE

N= 600 150 150 150 150 300 300 300 300

Style & Characteristics - More to be purchase decision maker than

in other cities - Not involve in others’ shopping - Like to dress differently They are independent. They need to-be-seen by other people

Description - 20 - 30 years old consumers - HCM

Life & Objectives - Career concerns & objectives are

outstanding - Aim at promotion/salary increase,

higher studying & investment - A highest rate of high-qualified

employees Can use the professional, successful

image in communication

Activities & leisure: Join various outside activities: - Going to coffee shop, eating out, hanging

out with friends - Going to movie & cinema theatre - Join community/organization/club activities They are dynamic The communication/promotion campaigns

should be executed in these entertainment or public places. Here the chances for sharIng among friend group would be higher.

How to talk with them? - Favorite TV channels: HBO, HTV7,

HTV9, SCTV - Favorite websites: news websites –

24h.com.vn, vnexpress.net, tuoitre.com.vn;

- News & magazine: Tuoi Tre, Thanh Nien, Tiep thi & Gia dinh

- Dam Vinh Hung is considered to be the most favorite endorser for approaching this target.

Activities & leisure: - Spend free time mostly being with family and friends

family-oriented - Less decide purchasing by themselves than consumers in

other cities, trend to choose products which be trusted by family and friends

WOM is the most effective marketing method for these targets.

Life & objectives: Career and family have almost the same importance. Their objectives are higher studying, promotion/salary increase, getting rich, buying a valuable item. Could bring to them a successful image includes

wholly achievements: high-educated, career-successful, rich and happy family.

Style & Characteristics - Want to demonstrate the ego through dressing - Highly appreciate quality and brand trustworthy - Trend to choose famous brands when buying clothes,

ready to pay for the prestige brands. Brand is very important for Hanoi’s young people. A

brand not only need create the reliability, but should help them to express themselves.

How to talk with them? - At home, the time for online is more than for

watching TV. Reading news website most often. VTV3 watching rate dominates.

They’re very interested in updating news. Therefore, the communication should be informative.

- Favorite websites: 24h.com.vn; dantri.com.vn; vnexpress.net; kenh14.vn

Description - 20 - 30 years old consumers – Ha Noi

Activities & leisure ‒ The frequency of joining social network websites in

Da Nang is higher than in other cities ‒ Danang’ young people also join

community/organization/club activities Can use viral marketing, especially through

networking, organizations, offline or online.

Style & Characteristics: ‒ Usually update fashion trends and prefer famous brand, but price

is usually the most important factor in choosing products. ‒ For electronics/motorbikes and hi-tech items, the importance of

durability is remarkable. ‒ Savings are more than in other cities A type of practical person. They try to ensure their good life.

Products for young consumers in Danang should have good quality and reasonable price.

Life & Objectives: Finance is the second important concern just after career, accordingly, their top objectives are salary increase/promotion and getting rich. An ideal image might be a fully and safe life.

How to talk with them? ‒ Popular TV channel: VTV3, HBO, HTV7, Star movies ‒ Popular website: apart from some news website, Facebook, Youtube and yahoo.com

are visited very often ‒ Popular news & magazine: Thanh Nien, Bong Da, Tuoi Tre

Description - 20 - 30 years old consumers – Da Nang

Style & Characteristics: ‒ They want to demonstrate characters through clothes and always update new trends,

ready to pay for additional functions and prestige brands ‒ Much of them like to dress after the characters in movies ‒ However, price is still a important factor, then products should have affordable price Young consumer in Can Tho can catch up and follow the general trends of the group age. In communication campaign, can use idols to attract them

Activities & leisure: ‒ They like eating out and going to coffee shop,

meeting with friends The communication/promotion campaign should be

executed in these entertainment places. ‒ The main activity at home is watching TV. The rate of

Internet using is not very high The traditional advertising channel via TV should be

on priority Life & Objectives:

Career and family have the same importance. Apart from promotion/salary and study objectives, the y also set target of getting married and having babies. Mature, aim to ready for their own life.

How to talk with them? ‒ The favorite TV channel: HBO, THVL, HTV7, VTV3 ‒ The favorite singers: Dam Vinh Hung & Dan Truong

Description - 20 - 30 years old consumers – Can Tho