Attitudes Towards VN Products

Market research top-line
HCMC
HIGHLIGHTS:
No.8 October 2009
HA NOI
DANANG
The consumers attitudes on Vietnam products

Top 10 TVC Ranking
CANTHO
About
Viettrack is a monthly market research top-line developed by FTA Research & Consultant, the
representative of ESOMAR in Vietnam. FTA is applying ISO 20252, a quality management
standard 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 reduce
marketing failures and expand the market research industry in Vietnam
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 interesting
to note that awareness might not guarantee consumers preference.
Total
Ha Noi
HCMC
Da Nang
Can Tho
%
43
Vinamilk
Viet Tien
26
PNJ
26
Kinh Do
24
Bitis
23
Kim Dan
19
FPT
19
Chinsu
18
Thien Long
16
Tan Hiep Phat
16
Sabeco
14
52
89
38
79
23
84
75
28
9
83
81
77
68
86
22
14
16
13
91
80
11
20
91
18
76
22
95
17
92
53
Favorite brand
71
76
73
75
79
81
15
59
27
52
20
72
37
74
74
23
84
22
88
12
74
75
72
32
85
26
78
75
21
96
10
61
12
18
63
20
74
27
90
30
94
76
70
24
73
50
99
22
91
33
66
45
97
25
22
65
69
62
23
16
18
16
Aided awareness
Q: Do you know these brands? What are 03 favorite brands of those you know?
71
68
66
60
Foreign brands are preferred and selected because of its high quality.
Good/premium design, credibility and value for money are also important factors.
%
Total
54
High quality
Premium/ Good design

Credibility
Contain no preservative
53
10
Value for money
56
3
12
79
37
Long time preservation 3
37
I am proud of owning/using foreign brands 2
32
31
31
40
36
41
21
Much advertised 1 16
29
15
63
39
48
68
60
47
39
45
1
38
27
12
16
Most important
28
40
35
23
22
16
12
7
2
17
42
35
43
73
39
77
42
13
6
57
11
65
42
93
74
45
10
51
59
70
Can Tho
67
91
16
7
54
Da Nang
43
96
76
48
Friends/ relatives are using 2
Good/ attractive advertising 2
59
Nice packaging design 1
Good after-sales services
63
88
66
Ha Noi
HCMC
16
14
Important
Q: What factors would make you buy foreign brands? Which factor is the most important when you buy foreign brands?
Consumers choose domestic brands because of their affordable prices and

acceptable quality.
Total
36
Affordable price
Credibility
Good product design
Friends/ relatives are using
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
61
4
3
53
47
44
1
2
25
56
6
36
38
36
26
35
35
33
38
39
55
24
36
69
13
70
2
1
65
63
Most important
46
11
36
32
36
52
63
24
11
59
25
59
52
42
73
30
58
45
41
18
35
64
12
72
56
9
51
44
47
44
63
55
75
Can Tho
80
46
82
51
39
84
29
88
Da Nang
24
90
34
68
47
82
29
Acceptable quality
Ha Noi
HCMC
39
50
30
6
1
49
16
Important
Q: What factors would make you buy Vietnamese brands? Which factor is the most important when you buy Vietnamese brands?
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.
Total
HCMC
Ha Noi
Da Nang
Mean score
3.87
3.83
3.99
3.67
4.00
Top-2-box
71
73
88
61
66
19
17
12
Very reliable (5)
40
Reliable (4)
Neutral (3)
Can Tho
53
52
54
76
26
Unreliable (2)
Definitely unreliable (1)
25
24
11
1
37
28
Q: Please advise your level of trust on domestic products labeled Vietnam products of high quality.
Vietnam products of high quality are chosen because of their the acceptable quality and
affordable price.
Total
43
Acceptable quality
36
32
Affordable price
Credibility
Well nomitated by consumers
12
Durable
Trusted by the majority
Varied designs/types of products
4
1
8
7
8
12
15
17
7
32
22
40
10
10
Healthy products
40
37
20
Can Tho
52
17
12
Nice product design
Da Nang
45
35
17
Ha Noi
HCMC
10
18
4
13
10
1
2
Q: What are your comments on Vietnam products of high quality?
Consumers expect Vietnam products of high quality to be of real good quality, affordable price
and better product design.
Total
Better quality
52
42
Affordable price
Ha Noi
HCMC
36
31
24
Da Nang
Can Tho
40
19
38
23
21
%
Better product design
24
19
More promotion
More varied designs/types
Consistent pricing
Better durability
No preservative
More Vietnam products of high quality
Better after-sales service
10
21
25
13
11
4
3
10
10
12
10
10
12
3
10
15
5
2
6
1
4
4
Q: What are your expectation on Vietnam products of high quality?
TOP 10 TVC RANKING
Coca Cola Brrr and Beeline Big Zero and Dr. Thanh continue to get most exposed
and also preferred to TVC viewers.
Total
31
Coca cola - Brrrrrrrrrr.
18
Comfort - Andy &Lily
17
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
10
74
Dove - Du gi phc hi
70
59
69
60
8
7
10
58
66
75
59
59
15
67
Favorite TVC
12
73
13
69
46
20
89
42
12
86
28
53
14
75
29
75
17
75
11
Johnson baby - Sa tm nh du
11
74
12
10
22
78
18
80
80
50
45
55
Can Tho
30
94
43
88
29
74
23
94
32
71
16
76
Da Nang
44
72
36
74
21
Dr.Thanh - Nng trong ngi
26
86
29
Beeline - Big Zero
Ha Noi
HCMC
96
5
22
9
10
95
17
10
57
63
63
15
92
11
11
95
96
56
10
93
94
57
14
93
92
13
41
91
96
84
3
8
75
49
50
46
54
Aided awareness
Q: Which TVCs do you view last month? What top 03 TVCs do you do you like?
Coca Cola Brrr, Beeline Big Zero and Vinamilk Yoghurt are unique TVCs.
Total
28
37
Coca Cola - Brrr
Dr. Thanh
17
Comfort - Andy & Lily
16
22
Surf - Bt git oxy
10
Downy - Mt ln x
11
Nokia - N97
Maggi - 3 ngt
Pepsi Ti c th - Chim cnh ct
13
15
4
43
11
25
3
31
27
15
Can Tho
42
48
10
20
Vinamilk Yoghurt Chic m trng
Da Nang
53
36
33
Beeline - Big Zero
Ha Noi
HCMC
26
10
25
12
18
8
13
18
3
7
10
6
5
Q: What are 03 unique TVCs?
10
3
11
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 Director

Tel: +84 8 3514 2584
Email: thongtuong@fta.com.vn

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Market research top-line

No.8 October 2009

The consumers attitudes on Vietnam products

Viettrack aims to:

The consumers attitudes toward Vietnam products

Vinamilk, Kinh Do and Chinsu are most known to consumers.

Tan Hiep Phat

Premium/ Good design

Value for money

Long time preservation 3

I am proud of owning/using foreign brands 2

Friends/ relatives are using 2

Good/ attractive advertising 2

Nice packaging design 1

Good after-sales services

Consumers choose domestic brands because of their affordable prices and

Very reliable (5)

Well nomitated by consumers

Varied designs/types of products

Nice product design

Q: What are your comments on Vietnam products of high quality?

More Vietnam products of high quality

Better after-sales service

Q: What are your expectation on Vietnam products of high quality?

TOP 10 TVC RANKING

Coca cola - Brrrrrrrrrr.

Comfort - Andy &Lily

Sa chua Vinamilk - Chic mi trng

Dr.Thanh - Nng trong ngi

Beeline - Big Zero

Coca Cola - Brrr

Comfort - Andy & Lily

Surf - Bt git oxy

Pepsi Ti c th - Chim cnh ct

Vinamilk Yoghurt Chic m trng

Beeline - Big Zero

Q: What are 03 unique TVCs?

Market research top-line

Your feedback and enquiry on Viettrack is highly appreciated.

Contact: Tuong Tuan Thong, Managing Director

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