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TV shopping market in Vietnam 24% of TV shopper spend more than 2M VND in last 12 month

Survey information

• Survey about TV shopping• Sample size: 300 samples those who replies to use TV

shopping (total sample size is 1159 people) • Respondent criteria: Male & female, 20-49 years old• Area: Nationwide• Conducted time: July7rd-July 14st, 2015

Executive summary

• 80% of the TV shopping experiencers have used TV shopping less than 3 times in last 12 month

• 47% of TV shoppers watch the program regularly

• While 22% spend less than 500K, 24% spend more than 2M in last 12 month

• Household appliances are most popular followed by cooking appliances and clothes / footweare

• Most popular channel is SCTV5. Most common time 7-9 pm.

• 39% check TV shopping website, while 37% check the pricing online

Respondent profile (TV shopping users)

49%51%

Gender

FemaleMale

20-2425-2930-3435-3940-4445-49

35%27%

19%6%

4%4%

Age

31%

17%

5%3%

45%

Area

Ho Chi MinhHanoi Da NangHai PhongOthers

Have you ever bought something over TV shopping?

Yes; 20%

No; 80%

20% Vietnamese has purchased over TV shopping

How many times have you bought at TV shopping

(last 12 months)

Once 2-3 times 4-6 times 7-9 times 10 times or more

Not in the last 12 month

44%

36%

5%

1%4%

10%

80% of the TV shopping experiencers have used TV shopping less than 3 times in last 12 month

Do you watch TV shopping program regularly?

Only when program is interesting

Only when I have time

Yes

23%

30%

47%

28%

23%

47%

Male Female

47% of TV shoppers watch the program regularly

How much do you spend for TV shopping in last 12 months?

300,001 - 500,000 VND

500,001 - 700,000 VND

700,001- 900,000 VND

900,001 - 2,000,000 VND

2,000,001- 4,000,000 VND

4,000,001-6,000,000 VND

6,000,001- 8,000,000 VND

8,000,001 - 10,000,000 VNĐ

More than 10,000,000 VND

Not bought in

last

12 month

0%

5%

10%

15%

20%

25%22%

1%

9%

18%

9%7%

2%3% 3%

11%

While 22% spend less than 500K, 24% spend more than 2M in last 12 month

What products have you bought in TV shopping?

Garden

Others

DVD's, Music, Books, Video games

Toys

Accessories, Jewelry

Cleaning and Maintenance

Food

Multimedia

Health products

Cosmetic

Clothes, footwear

Cooking appliances

Household Appliances

5%

5%

9%

10%

14%

14%

14%

17%

23%

29%

31%

34%

35%

5%

5%

9%

10%

17%

18%

14%

17%

23%

17%

30%

28%

35%

Male Female

Household appliances are most popular followed by cooking appliances and clothes / footweare

What have you bought at last time?

GardenOthers

DVD's,Music, Books, Video gamesFoodToys

FootwearAccessories, Jewelry

Cleaning and MaintenanceHealth products

MultimediaClothes

Cooking appliancesCosmetic

Household Appliances

4%5%

6%7%

9%9%9%

10%14%14%

18%20%

21%

29%

4%5%

7%10%

6%12%

13%15%

13%23%

17%

21%10%

17%

Male Female

Household appliances are popular for female, while male buy more multimedia goods

How do you watch TV shopping?

Most popular channel is SCTV5. Most common time 7-9 pm.

Channel

5am - 7am

7am - 9am

9am - 11am

11am - 1pm

1pm - 3pm

3pm - 5pm

5pm - 7pm

7pm - 9pm

9pm - 11pm

11%8%

13%

22%

8%6%

22%

34%

10%

Time to watch

0%

5%

10%

15%

20%

25%

30%

35%

40%

35%

27% 26%24%

18% 17%

12%10%

4%

Why do you use TV shopping?

Convenience

Find the good pro

duct/brand

Easy comparis

onPric

e

Good product

information

Wide varie

ty of pro

ducts0%

10%

20%

30%

40%

50%

60%

49%

32% 31% 30%25%

16%

Convenience (49%), good product / brand (32%)

How much are you satisfied with TV shopping?

Overall the satisfaction ratio is high. A room for improvement in product quality

Product quality

Price

Delivery timing

Customer support

Payment Method

Promotion

4%

3%

4%

2%

2%

4%

3%

8%

6%

4%

3%

6%

45%

38%

38%

35%

35%

34%

38%

43%

41%

43%

47%

42%

10%

8%

12%

15%

13%

14%

Totally dissastified Dissatisfied Average Satisfied Very satisfied

9% 13%23% 23% 25%

37% 39%

39% check TV shopping website, while 37% check the pricing online

What is your behaviours about TV shopping?

What is the benefit of TV shopping over online?

Product uniqueness

Pricing

Customer support

Product variety

Delivery quickness

Promotion

Easier shopping method

Product explanation

22%

25%

26%

28%

30%

31%

36%

38%

Product explanation (38%) and easier shopping method (36%) are the most common reasons

What is the complaint over TV shopping?

Highest price to TV shopping in store

Product warranty problem

Product broken

Unclear information

Poor quality product

Incorrect / misleading information

Late delivery

2%

2%

3%

5%

8%

11%

13%

Late delivery (13%) and incorrect information (11%) are the common complaint

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