Vietnamese kids behaviors 2010

Market Research April- 2010
HCMC HA NOI
VIETNAMESE KIDS’ BEHAVIORSHIGHLIGHTS:
Top 10 TVCs ranking

About
Viettrack is a monthly market research developed by FTA Research & Consultant, the
representative of ESOMAR in Vietnam.
Viettrack is done according to ISO 20252:2006, the international quality standard in
market research and ESOMAR Code of Conduct.
Viettrack aims to:
Provide snapshots on Vietnam consumers based on 400 Vietnamese consumers across 2 key
cities (HCMC = Hanoi = 200 respondents, SEC = ABC, randomly selected, age = 16 - 50)( p , , y , g )
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 andInteract with marketers in Vietnam on approach and direction for the most effective and
valuable for investment use of market research. Eventually, this would help reduce
marketing failures and expand the market research industry in Vietnam
3

Daily routine
6 – 9 AM
‐ Wake up & do personal cleanliness
‐ Prepare breakfast for husband & kids
‐ Take kids to school
‐ Go to workplace (for office lady only)
9 ‐ 12 AM
‐ Clean & cleanse home, wash dishes, wash
clothes
‐ Go to wet market or supermarket to buy food.
‐ Come back home and prepare lunch
‐ Have lunch
12 ‐ 3 PM
Have lunch
‐ Take a rest/ take a nap
Watch TV or read newspaper/ magazines
3 – 6 PM
‐ Watch TV or read newspaper/ magazines
‐ Prepare meal for family
‐ Take kids from school
6 – 9 PM
‐ Have dinner with family (husband & kids)
‐ Watch TV
‐ Take a bath
‐ Go around the city, go to the park or supermarket
9 ‐ 12 PM with husband & kids
‐ Go to sleep

Weekdays & weekend
‐ Do housework: clean & cleanse
home, wash dishes, wash clothes, go
to the market & prepare meals etc
WEEKDAY
- Do housework as usual
- Cook special meals for family with
WEEKEND
to the market & prepare meals, etc.
- Go to work (for working woman)
- Take care of children: take kids to
school feed & take a bath teach
Cook special meals for family with
new dishes to give family new
tastes
- Go out for a rest: go to the parks
with kids go to visit relatives goschool, feed & take a bath, teach
lessons & homework, etc.
- Entertain & relax by watching TV,
listening to music, read newspapers
& magazines
with kids, go to visit relatives, go
out with friends, go for a walk with
husband & kids.
- Go out for dinner
& magazines.
Housewives often spend all
day for their housework while
working women spend time for
housework in early morning &
- Picnic/ have a short trip far from
the city
They often spend more time
for their children at weekend tohousework in early morning &
after working hours.
for their children at weekend to
make them relax & feel free
after a week with work & study
hard
TAKING CARE OF FAMILY IS A RESPONSIBILTY & FAVORITE HOUSEWORK OF WOMAN

Media behaviors & touch points
THEY ARE MOSTLY FAMILY‐ORIENTED. BESIDES WORKING, THEY SPEND MOST TIME IN HOUSEWORK LIKE COOKING, WASHING,
CLEANING, & TAKING CARE OF THEIR CHILDREN. HOWEVER, ALL WANT TO ENJOY THEIR PRIVATE TIME BESIDES THE TIME
SPENDING ON TAKING CARE OF FAMILY BY READING MAGAZINES OR NEWSPAPER, WATCHING TV & EXPLORING INTERNET TO
UPDATE NEW THINGS WHICH ARE NECESSARY FOR THEIR LIFE. ALSO ,IT IS THE WAY TO KEEP THEM IN TOUCH WITH THE OUTSIDE
SOCIETY. THE WAY THEY CHOOSE TO GET IN TOUCH DEPENDS ON ITS CONVENIENCE, EASE AND POPULARIZATION.
TVNEWSPAPER & MAGAZINES
• Provide many fresh news, hot news updated day by day
• Provide many life style tips such as cooking, make-up,
shopping, price . . necessary for these women to apply them
into their daily work in order to take good care of themselves
and their family.
• Favorite magazines & newspapers:
• Release boring feeling
• Relax
• Update news
• Kill time
- Favorite program: Vietnamese film, gameshow (Di
tim an so Vuot len chinh minh )Favorite magazines & newspapers:
- Tiep Thi & Gia Dinh
- The Gioi Phu Nu
- Tuoi Tre
- Cong An
- Thanh Nien
tim an so, Vuot len chinh minh…),
- Favorite channels: HTV7, HTV9, VTV3, VTV2, VTV1,
SCTV9, VCTV1…
INTERNET
• Update news
• Relax
• Search & look into necessary information
• Keep in touch with outside society
• Favorite websites:
- tuoitre.vn
- vnexpress.net

Daily routine
6 – 9 AM
9 12 AM
‐ Have breakfast at home or at school
‐ Go to school
‐ Have a break time: have breakfast, play with friends,
read comic, have snacks (snack, milk tea, soft drink, bánh
9 ‐ 12 AM tráng trộn…)….
‐ Come back home
‐ Have lunch
Take a rest/ take a nap
12 ‐ 3 PM
‐ Take a rest/ take a nap
‐ Watch TV or read comic
‐ Play with toy (barbies, superman…), play with
neighbors…
‐ Drawing
3 – 6 PM
‐ Surf the internet: chatchit, search information, play
game online….
‐ Have snacks: drink milk, eat spoon yoghurt, cheese,
snack….
6 – 9 PM
‐ Have dinner with parents
‐ Go to extra class: English, drawing, pre‐elementary…
‐ Watch TV, read comic, playing, drawing….
T k b th
9 ‐ 12 PM
‐ Take a bath
‐ Go around the city, go to the park or supermarket with
parents or go to grandpa/grandma’s house.
‐ Go to sleep

Kids’ activities
SCHOOL TIME
Go to school Activities at home: Eat & drink,
do homework, take a rest
Watch TV, listen to music,
play game
Surf the internet, chatchit, read
comic online, play game online…
MOST OF KIDS FROM 6‐12 YEARS OLD ARE FULL DAY SCHOOL (BÁN TRÚ) SO THEY ALMOST SPEND THEIR TIME IN SCHOOL
TO STUDY. THEY DON’T HAVE MUCH TIME TO JOIN OUTSIDE ACTIVITIES. THE TIME FOR ENTERTAINMENT IS NOT MUCH &
OFTEN HAPPENS IN THE EVENING.

Kids’ activities
HOLIDAY TIME
INSIDE OUTSIDEINSIDE OUTSIDE
Eat & drink, do homework, take a rest
Play with toy
Go to supermarket with parents
Picnic or hangout far the city with family
Watch TV, listen to music, play game
Surf the internet, chatchit, read comic
online, play game online, drawing…
Visit grandpa/ grandma’s house
Have extracurricular activities like
drawing, martial, swim… course
Go to Dam Sen park Suoi TienGo to Dam Sen park, Suoi Tien…
Go shopping with sister
THE KIDS HAVE MORE FREE TIME AT WEEKEND SO THEY CAN JOIN MANY ACTIVITIES BOTH INSIDE & OUTSIDE. BESIDES, THE
PARENTS ALSO WANT THEIR KIDS TO RELAX & FEEL FREE & COMFORTABLE AFTER A HARD STUDYING WEEK SO THEY SPEND MORE
TIME TO JOIN WITH THEM LIKE GO TO SUPERMARKET THE PARK THE ZOO OR THEY ORGANIZE A SHORT OR LONG TRIP TOTIME TO JOIN WITH THEM LIKE GO TO SUPERMARKET, THE PARK, THE ZOO OR THEY ORGANIZE A SHORT OR LONG TRIP TO
SOMEWHERE FAR FROM THE CITY.
THIS IS THE BEST PERIOD TO SHARE TOGETHER, PLAY TOGETHER & COME CLOSER SO THE PARENTS CAN UNDERSTAND THEIR
KIDS DEEPLY & SUPPORT THEM TO PHYSICAL DEVELOPMENT IN THE FUTURE.
BUILD & MAINTAIN RELATIONSHIP BETWEEN FAMILY MEMBERS, ESPECIALLY THE KIDS

Decision maker mapDecision maker map
MOMS
Clothes &
accessories
Personal care &
HH care
St ti
Food &
beverage
Food &
Stationery
Personal care &
HH care
Kid toysStationery
Food &
beverageKid toys Clothes &
accessories
KIDS FROM 6-10 Y.O KIDS FROM OVER 11 Y.O

Snacking habit
THERE ARE A BIT DIFFERENCES BETWEEN 6‐11 YEARS OLD & OVER 11 YEARS OLD IN SNACKING HABIT
6 – 10 YEARS OLD OVER 11 YEARS OLD
• More nutritious
• Provide more nutrition
C eate f eshness
• Avoid/release boring feeling
• Have fun with friends
Ha e man fla o s in one• Create freshness
• Good for health
At this age, they are small so they cannot
decide by themselves so their moms play an
• Have many flavors in one
• Feel fresh
Their faculty of thought & reason are higher so
they can decide what they want to do or eatdecide by themselves so their moms play an
important role in choosing kinds of snacking for
daily consumption of them. Moms focus on foods
which are good for health support physical
they can decide what they want to do or eat.
They have many subjects in school, they feel
tired & boring so they choose foods can make
them release boring feeling & create freshnesswhich are good for health, support physical
development.
Moms are main decision maker in
choosing for snacking
them release boring feeling & create freshness
too.
They are main decision maker in
choosing for snackingchoosing for snacking choosing for snacking.

Snacking repertoires
Kids from over 11 years old prefer
They often consume…….. for snacking
Bánh tráng trộn Milk teaFried fish ball Ice-creamSnacks
Kids from 6 – 10 years old prefer
Fruits Cheese YoghurtSnacks

Snacking repertoiresSnacking repertoires
Have a lot of flavors
Provide nutrition
Have many flavors in one: sour,
salty, sweet & peppery good
PROVIDE MORE
NUTRITION
AVOID BORING
Provide nutrition
Good for health
Create freshness
salty, sweet & peppery good
taste
Avoid/release boring feeling
A id/ l b i f li
Cold, both sour & sweet
Provide nutrition
Good for digestion & health
C f h
Avoid/release boring feeling
Good taste
Create freshness
Provide nutrition
Good for health
Good taste
Create freshness
Good for health
Create freshness
Have a lot of tastes: sour, sweet
However, easy to make
teeth decayed
Have a lot of tastes: sour, sweet
Provide nutrition: vitamin, protein
Good for health
Create freshness
Sweet & cold
Have a lot of flavors:
strawberry, chocolate, taro
Create freshness

Media behaviors & touch points
FOR KIDS BORN IN 21ST CENTURY, MEDIA IS AN INDISPENSABLE PART OF THEIR LIFE, ESPECIALLY INTERNET. IT BRINGS
THEM TO UNREAL AND IMAGINATIVE WORLD IN WHICH KIDS CAN DO EVERYTHING THAT’ THEY WANT TO DO IN REAL
LIFE, ALSO THEY FIND IT INTERESTING AND FUNNY. THAT’S WHY THEIR PARENTS DON’T WANT THEM USE IT A LOT &
CHECK CAREFULLY WHEN THEY ACCESS THE INTERNET
TVNEWSPAPER & MAGAZINES
CHECK CAREFULLY WHEN THEY ACCESS THE INTERNET
• Release boring feeling
• Relax
• Kill time
- Favorite program: cartoon, music, Korean film, Gia
• Be suitable at their age
• Update news & look into information which is suitable for
them
• Favorite magazines & newspaper:
- Khan quang do
INTERNET
đình phép thuật…
- Favorite channels: HTV7, HTV9, VTV3, Disney
channel, cartoon network, Yan TV…
- Hoa hoc tro
- Rua Vang
• Expand friendship network (chatchit, make friend…)
• Update news
• Play game online, listen to music online/film online… to relax
& enjoy
• Favorite websites:Favorite websites:
- zing.vn
- YanTV
- Game online
- Yahoo!Messenger

KIDS’ BEHAVIOR
Study behavior
Shopping behavior
Eating behaviorEating behavior
Entertainment behavior
Summer entertainment behavior
Preferred promotion programme
Media channels
Id lIdols
Viettrack complies ISO 20252:2006, the international quality standard in market research

Parents’ concerns when look after & bring up their kids
Recently, “children health”, “children study” & “Characteristic and personality development” arey, , y p y p
three big issues that most of parents are concerning to.
Children health
Child t d
HCMCHCMCTOTALTOTAL HANOIHANOI
%
99 100 97
Children study
Characteristic and personality
development
Weight and physical growth 83
86
96
82
82
95
84
93
99
Form good habits for their children
(reading books, logical thinking ability,…)
Be a good example to their children 67
70
83
61
66
82
77
77
84
Teach their children spend money in the
right way
Be less well-equipped than their friends
Nurture their children through nutritious
55
62
61
51
46
80
Q. What are parents’ concerns about breeding their children? Viettrack Market Research - April 2010
Nurture their children through nutritious
food
N=400 N=200 N=200
53 51 56

Added courses that kids join in school year
Maths, English, Literature are three main subjects that most of kids have to improve by joining to
%
59 61
Maths, English, Literature are three main subjects that most of kids have to improve by joining to
added courses
Maths
English
Literature
42
60
24
41
59
16
44
61
37
Sports (swimming, martial classes,…)
Computer courses 14
14
24
10
13
16
21
16
3
Art courses (painting, beautiful letters,…)
Course for aptitude courses (dancing,
playing musical instruments, singing,..) 7
11
7
5
7
19
Physics
Chemistry 2
5
1
4
3
6
Q. What are added courses which children usually take in school year? Viettrack Market Research - April 2010
N=400 N=200 N=200
No added courses 18 21 14

The frequency of studying added courses in a week – Total
A HGFEDCB I
General, the frequency of studying added courses is around 2 times per week
50
56
50 47
56 51
1 2
25
5 times/ week
%2.1 1.8 1.4 1.9 2.1 1.8 1.7 1.8 1.8Means
53
74
56
73
75
2-3 times/ week
43
27
50 53
44 49
26
50
Below 2 times/ week
N=240 N=20* N=8* N=96 N=168 N=56 N=28* N=56N=44
A- Maths
B - Physics
C - Chemistry
D - Literature
E – Language courses
Q: What is the frequency of studying added courses in a week? Viettrack Market Research - April 2010
F – Computer courses
G – Course for aptitude courses (dancing, playing musical)
H - Art courses (painting, beautiful letters,…)
I - Sports (swimming, martial classes,…)
(*) Small Base

The frequency of studying added courses in a week? – HCM
A HGFEDCB I
At HCMC, the frequency of studying added courses is around 2.5 times per week
60 63
1 4
5 times/ week
2.5 2.5 2.5 2.4 2.4 2.1 1.9 2.1 1.9 %Means
98 100
83 95
73
60
75
63
100
2-3 times/ week
13 5
27
40
25
37
1
Below 2 times/ week
N=118 N=8* N=2* N=32* N=82 N=20* N=14* N=26*N=10*
A- Maths
B - Physics
C - Chemistry
D - Literature
Viettrack Market Research - April 2010
(*) Small Base
Q: What is the frequency of studying added courses in a week?

The frequency of studying added courses in a week? – HN
A HGFEDCB I
The frequency of studying added courses of Hanoians kids is less than Saigonese ones. It is around
1.5 per week.
39 38 41
33 29
47
38
2-3 times/ week
%1.6 1 1 1.6 1.6 1.5 1.4 1.7 1.6Means
(time/week)
62 59
67 71
53
63
100
100
61 59
53
Below 2 times/ week
N=122 N=12* N=6* N=74 N=88 N=42 N=14* N=32*N=38
A- Maths
B - Physics
C - Chemistry
D - Literature
(*) Small Base
Q: What is the frequency of studying added courses in a week?

Decision makers
Parents are main decision makers in most of issues related to kids' studying and entertainment.
Kid i d i i k i j k f d b kf t
Going out on summer holiday
Kids’ toy 37
63
35
37
1 27 38
63
33
37
1 28 35
62
37
37
1 27
1
Kids are main decision makers in junk food, breakfast.
Kids toy
Clothes, shoes purchase
Going out at weekends
Junk food 24
50
56
37
27
45
35
35
12
1
46
5
9
27
26
50
57
38
25
44
33
33
2
1
1
47
6
9
28
22
48
54
35
30
46
38
37
3
1
2
1
43
5
8
27
Breakfast
Sports (swimming, martial classes…)
Clubs (drama, poetry, storytelling,…) 27
33
32
38
34
32 1
14
4
1
21
29
34
39
36
38
34
33
27
18
6
2
18
25
33
23
25
100
37
38 2
40
35
Aptitude courses (dancing, singing,..)
Computer courses
Language study
Add d ( th h i 0
65
66
30
21
26
24
33
2
1
6
2
2
1
9
6
9
22
62
59
39
28
30
34 1
3
2
9
7
9
17
9
59
39
26
2
27
15
39
5
7
11
9
39
35
N=400 N=200 N=200
Added courses (maths, physics…
Buying learning facilities
Children are main decision makers
Other family members suggest, children are main decision makers
37
70
31
21
3
2
3
2
26
5
39
60
26
32 1
3
3
32
4
36
59
41
25
2
5
21
11
Q: Who are main decision makers to children’ activities ? Viettrack Market Research - April 2010
Other family members are main decision makers
Parents suggest, children are main decision makers
Parents are main decision makers

Places buying learning facilities
Bookstore & stationery are two places where parents usually come to buy learning facilities for
Bookstore & stationery are two places where parents usually come to buy learning facilities for
kids.
87
52
93
63
78
34
Bookstore
85
32
39
6
84
28
8
23
87
39
2
63
Stationery store
Grocery
36
15
4
6
42
6
8
26
2
1
2
Supermarket
Market 15
1
17
1
12Market
Department (Diamond, Saigon
Square,...)
N=400 N=200 N=200
Buy most often Usually buy
%
Q: Which places do children have learning facilities bought?
Q: Amongst, which is the most often place?

Places buying clothes, shoes
Moms often go to “clothes and shoes store for kids”, “Market” and “supermarket” to buy clothes
Moms often go to clothes and shoes store for kids , Market and supermarket to buy clothes
and shoes for kids.
81
52
70
36
98
77
Clothes and shoes sotre for kids
73
28
75
33
70
20
Market
54
21
3
16
71
31
5
25
28
7
3
Supermarket
Department (Diamond, Saigon Square,...)
3 5
1Grocery
N=400 N=200 N=200
Buy most often Usually buy
%
Q: Which places do children have clothes, shoes bought?

Learning facilities
The purchase frequency in a month
Means 0.9 1.00 0.8
6 4 102 12
TP.HCMTP.HCMTOTALTOTAL HANOIHANOI
%
The frequency of buying
clothes, shoes for kids of
moms is 2 month/ time
Learning facilities
10
10
10
14
10
20
6 4 102 12
Above 4 months/ time
3 -4 months/ time
2 months/ time Clothes, shoes
46
45
15
19
48
1,5 months/ time
1 month/ time
3 times/ week
Means 0.6 0.7 0.5
19
13Above 4 months/ time
N=400 N=200 N=200
7 10 3
15
81-2 times/ week
25
21
16
28
6
3
9
19
27
4 months/ time
3 months/ time
2 months/ time
19
31
7
1027
31
282 months/ time
1,5 months/ time
1 month/ time
3 k / ti
Average, the frequency of
buying leaning facilities for
kids of moms is 1 month/ time
N=400 N=200 N=200
1 2 2 33 weeks/ timekids of moms is 1 month/ time
Q. What is the frequency of buying learning facilities for children monthly?
Q. What is the frequency of buying clothes, shoes for children monthly?
%

Monthly average expenditure for children – Total
Monthly average, parents spend money for kids on breakfast, buying clothes, shoes and added
%
A HGFEDCB I
98,160 199,020 132,560 30,340 25,360 27,884 350,740 179,152 185,960 216,840 183,640Means (VND)
y g , p p y , y g ,
courses more than the rest.
K L
13
36 35
41
27
32
19
2
33
26
14 12
8 9
13
9
2 12 12
29
6 4 7 6
17Above 300,000 VND
200,001 - 300,000 VND
63
50
47
40
55
44
5428
30
58
44
100,001 - 200,000 VND
50,000 - 100,000 VND
6 1 4 1 2 8
16 25
3
16
18
2
23
Below 50,000 VND
N=362 N=397 N=363 N=400 N=398 N=78 N=51 N=250N=62 N=181 N=394
( l l )A-Buying learning facilities
B-Added courses (maths, physics, chemistry,)
C-Language study
D-Computer courses
F-Sports (swimming, martial classes…)
G-Breakfast
H-Junk food
I-Going out at weekends
Viettrack Market Research - April 2010Q. What is the monthly average expenditure on……. for children?
p
E-Aptitude courses (dancing, singing,..) K-Clothes, shoes purchase
L-Taking care of kid’s health

Monthly average expenditure for children – HCM
Saigonese parents spend much money for kids on breakfast, taking care of kid’s health & buying
%
A HGFEDCB I
122,033 226,833 134,000 20,667 18,333 32,933 407,333 201,800 213,133 233,000 243,133Means (VND)
K L
g p p y , g y g
clothes & shoes
20
29
29
20
1
39
17
14 11
8
17 10
4
30
20
10
51
11 9 12 1520Above 300,000 VND
200,001 - 300,000 VND
70
43
35
51
40
53
24
25
58
60
45 31
35
39
44
100,001 - 200,000 VND
50,000 - 100,000 VND
5 1 28
25 20
1
35
40
45 3
16Below 50,000 VND
N=123 N=89 N=24* N=19* N=40 N=199 N=200 N=200N=191 N=200N=200
C-Language study
D-Computer courses
G-Breakfast
H-Junk food
(*) Small Base
Q. What is the monthly average expenditure on……. for children?
p

Monthly average expenditure for children – HN
While Hanoians parents spend much money for kids on breakfast, buying clothes & shoes and
%
A HGFEDCB I
62,350 157,300 130,400 44,850 35,900 20,310 265,850 145,180 145,200 192,600 94,400Means (VND)
K L
p p y , y g
joining in added courses
8 3
913
18
14
5 7 7
41
25
32
17
2
21
11
2 2
8 8
12 8
3 12 9
38
7 7 9 9
10
2Above 300,000 VND
200,001 - 300,000 VND
85 88
82
62
9
40
50
44
49
18
43
40
56
100,001 - 200,000
VND
50,000 - 100,000 VND
1 4 10 3
17
3
1520
40
Below 50,000 VND
N=196 N=168 N=200 N=200 N=38 N=36 N=42 N=192N=92 N=128N=152
C-Language study
D-Computer courses
G-Breakfast
H-Junk food
(*) Small Base
Q. What is the monthly average expenditure on……. for children?
p

Places where having breakfast
Kids often have breakfast at home or food store
Kids often have breakfast at home or food store
At home
8748 9152 8141
Food store 8644 8337 9255
School canteen 286 317 254
Buy and bring breakfast to school 273 315 21
Q: Which places do children have breakfast frequently?
N=400 N=200 N=200
%Most often Often

Children’s favorite junk food
Snack, sweet cake, yogurt are three most favorite junk foods of kids.
Snack, sweet cake, yogurt are three most favorite junk foods of kids.
90 9189Snack
S t k
64
72
73
52
87
68
71
63
76Sweet cake
Yogurt
Confection
53
58
47
83
57
42Ice-cream
Chocolate
20
32
43
3
6
32
31
50
51Cheese
“Bánh tráng trộn”
“Há cảo”
%
Q. What are children’s favorite junk food ?
N=400 N=200 N=200
Há cảo

Places buying junk food (P10)
“Groceries near by houses”, “At home (mother bought)” and “School canteen” are common &
TP HCMTP HCMTOTALTOTAL HANOIHANOI
Groceries near by houses , At home (mother bought) and School canteen are common &
convenience places for kids to buy junk foods.
%
79 85 70Groceries near by houses
At home (mother bought)
45
55
68
51
71
64
35
31
73At home (mother bought)
School canteen
Supermarket
36
37
43
39
25
35Gorceries near by school
Vendors
k
2
3
16
3
4
19
1
11Park
Movie theatre
Internet store
Viettrack Market Research - April 2010Q. Where are places children buy junk food?
N=400 N=200 N=200

Going out occasions
Kids are usually allowed to go out on weekends, summer holiday or holiday/ Tet
Kids are usually allowed to go out on weekends, summer holiday or holiday/ Tet
%
81Weekends 78 85
76Summer holiday 85 64
55Holiday/”Tết” 71 31
N=400 N=200 N=200
31Weekday 43 14
Viettrack Market Research - April 2010Q. Which are occasions do children go out?

Places going out for weekdays
On weekdays, after studying hard at school, kids often choose entertainment activities which areOn weekdays, after studying hard at school, kids often choose entertainment activities which are
simple and not take much time such as sight-seeing, going to park/ children’s house and
supermarket.
%
63Sight - seeing 70 29
33
36Park/ children’ house
Supermarket 36
42
21
7
26
33Supermarket
To go swimming 31
36
0
21
4
19To visit relatives
Movie theatre/dramatic stage 5
13
0
50
Q. Places where kids go out for weekdays? Viettrack Market Research - April 2010
N=124 N=86 N=28

Places going out for weekends
On weekends, kids are usually allowed to go to super market, park, children’s house or visitingOn weekends, kids are usually allowed to go to super market, park, children s house or visiting
relatives.
%
69Supermarket 74 64
25
51Park/ children’ house
To visit relatives 19
62
34
37
9
14
21Sight-seeing
To go swimming
Movie theatre/drama tic stage 14
25
23
2
19
2
2
9o e t eat e/d a a t c stage
Museum
Long-distance travelling (Vũng
Tàu, Phan Thiết, Nha Trang…)
3
3
14
N=324 N=156 N=170
Q. Places where kids go out for weekends?

Places going out for Holidays/ Tet
Kids are usually visit relatives on Holidays/ Tet occasions or enjoy long-distance travelling such asKids are usually visit relatives on Holidays/ Tet occasions or enjoy long distance travelling such as
Vung Tau, Phan Thiet, Nha Trang, etc. Hanoians kids are slightly different. They often go to park or
children’s house on this occation.
%
66To visit relatives 66 68
29
45
Long-distance travelling (Vung
Tau, Phan Thiet, Nha Trang…)
Park/ children’ house 14
57
77
3
15
18
22Supermarket
Movie theatre/drama tic stage
To go downtown (eating ice-
cream ) 18
22
22
7
7
23
2
10
15
cream,…)
Museum
To go swimming 3
10
18
0
10
7
N=220 N=142 N=62
Q. Places where kids go out for Holidays/ Tet?

Places going out for summer holidays
Kids often have a long break time on summer holidays. Hence, they are usually allowed to haveKids often have a long break time on summer holidays. Hence, they are usually allowed to have
long-distance travelling or visiting relatives.
%
83
Long-distance travelling (Vũng
Tàu Phan Thiết Nha Trang ) 87 77
15
28
Tàu, Phan Thiết, Nha Trang…)
To visit relatives
Park/ children’ house 21
42
3
2
10
11
15Museum
Supermarket
To go swimming 13
14
17
3
3
9
9
10
10To go swimming
To go downtown (eating ice-
cream,…)
Movie theatre/drama tic stage 10
11
13
6
8
3
N=304 N=170 N=128
Q. Places where kids go out for summer holidays?

The frequency of going out
Generally, kids usually go to super market, go sight seeing and go to park/ children house with the
A HGFEDCB
Generally, kids usually go to super market, go sight seeing and go to park/ children house with the
frequency of 4 times/ month.
3 83 4 4 1 33 0 45 0 3 2 61 3 89 3 47Means (times/ month)
%
32
33
7
1 2
10
6
12 612
11
632 33
15
5 113
10
51
5 - 7 months/ time
3.83 4.4 1.33 0.45 0.3 2.61 3.89 3.47Means (times/ month)
17 37
31
25
20
24
24
57
31
11
10
6
30
36
2 - 4 months/ time
1 time/ month
2-3 times/ month
5 13 9
24
17
11
24 37
9
1 1
20
27
21
2
19
12 7 9
4 times/ month
2-7 times/ week
N=540 N=420 N=276 N=176 N=520 N=552 N=436 N=208
A- Supermarket
B - Park/ children’ house
C - Movie theatre/dramatic stage
D - Museum
E Long distance tra elling (V ng Ta Phan Thiet Nha Trang )
Q. What is the frequency of going out? Viettrack Market Research - April 2010
E - Long-distance travelling (Vung Tau, Phan Thiet, Nha Trang…)
F - To visit relatives
G - Sight seeing
H – Go swimming

The frequency of going out – HCM
Saigonese kids often go to park/ children house with the frequency of 6 times/ month. Next is
A HGFEDCB
4 41 6 01 1 17 0 4 0 29 1 57 4 18 3 41
Saigonese kids often go to park/ children house with the frequency of 6 times/ month. Next is
going to super market and go sight seeing with the frequency of 4 times/ month.
Means (times/ month)
31 24
3
8
1
8
14
6
7 2
36
43
26
7 12
8
1 6Above 7 months/ time
5 - 7 months/ time
%
27
22
28 39
25
26
28
27
62
22
3
10
10
31 21
14
2 - 4 months/ time
1 time/ month
2-3 times/ month
2 13 8
13
28 39
10
3
12
21
10
27
17
27
6 11
4 times/ month
2-7 times/ week
N=292 N=252 N=126 N=96 N=294 N=280 N=248 N=140
A- Supermarket
D - Museum
G - Sight seeing
H – Go swimming

The frequency of going out – HN
Hanoians kids usually go to museums & go swimming with the frequency of 4 times/ month.
A HGFEDCB
2 85 1 74 2 36 0 84 0 32 4 44 3 2 4 08
Hanoians kids usually go to museums & go swimming with the frequency of 4 times/ month.
Means (times/ month)
34
44
4
3
20
6
25
40
102
25
11
2
5 - 7 months/ time
%
40
42
32 17
48
25 80
29
25
72
2 - 4 months/ time
1 time/ month
2-3 times/ month
11 8
2019
10
7 17
23
4
10
3 2
12
13
4
4 times/ month
2-7 times/ week
N=222 N=104 N=188 N=70 N=160 N=308 N=116 N=16*
A- Supermarket
D - Museum
G - Sight seeing
H – Go swimming
(*) Small base

Whom children go out with – Total
A HGFEDCB
Children often go out with their family members (having parents) for most of activities. Kids often
go out with their friends when going to museums, sight-seeing and go swimming.
A
43
53
2 4 2 3 1 31
Other family members
HGFEDCB %
18
21
92
82
78
96 94
63Family members
(having parents)
With neighbor friends
39
25
18
4
4
3 3
16
2 10
10
10
With schoolmates
N=166 N=149 N=58 N=44 N=177 N=154 N=82 N=57
A- Supermarket
D - Museum
Q: With whom do children go out on each occasion? Viettrack Market Research - April 2010
%
G - Sight seeing
H – Go swimming

The length of children summer holidays
For elementary students, summer period is approximate 2 months which starts at the beginning of
June and ends at the middle of August annually
June and ends at the middle of August annually.
%
12
8
10 8
14
1
½ month
Means (months) 2.2 2.2 2.1
32
31
31
17
1 month
1,5 month
24
31
14
2 month
2,5 month
N=400 N=200 N=200
22 21 24
3 month
Viettrack Market Research - April 2010Q. How long does a summer holiday take?

Extra-curriculum courses and activities on summer days
Last year, “added courses (maths, physics, chemistry,…)” was a popular choice of almost parents but
this year “language courses” particularly English as their priority based on the thought do not want their
this year language courses particularly English as their priority based on the thought do not want their
children are inferior to others. Furthermore, English now becomes one of required subjects in primary
schools instead of secondary schools as before.
%
Language courses
56
66
44
73
53
47
60
55
39
Added courses (maths, physics, chemistry,…)
Computer courses
Sports (swimming, martial classes,…)
24
28
56
18
16
53
27
21
54
13
18
30
29
19
21
51
Courses for aptitude (painting, beautiful letters,…)
Art courses (dancing, playing musical instruments,
singing,..)
2
6
13
5
11
5
9
9
4
6
7
19
7
14
N=400 N=200 N=200
Others (Vietnamese, literature)
Don't know 19
6
2
2
15
4
26
8
6
5
This year Last year
Q: Which were extra-curriculum courses and activities children attended last year?
Q: Which is extra-curriculum course, activity children are going to attend this year?

Travel destinations on summer days
In general, “Nha Trang” (33% agreed) and “Vũng Tàu” (30% agreed) are still the most popular
destinations this year In the northern especially Hanoi because the demand for cutting down expenses is
destinations this year. In the northern, especially Hanoi, because the demand for cutting down expenses is
still their priority, therefore “don’t go” (with 38% agreed) stands at high rate though it seems to be lower
than last year 32%
%
Nha Trang 33
14
44
17
17
8
Vung Tau
Da lat
15
30
34
13
21
49
55
21
6
3
3
1
Ha Long
Others (Da Nang, Hoi An, HCMC,..)
9
7
6
8
1
6
5
21
18
14
22
N=400 N=200 N=200
Don’t go
17
37
3
24
38
56
This year Last year
Q: Where were destinations children travelled last year?
Q: Where is destination children are going to travel this year?
N=400 N 200 N 200

Average expenditure on summer holidays as compared
with ordinary days
HCMCHCMCTOTALTOTAL HANOIHANOI % increase72% is the agreed percentage for the increase of expenditure in
Below 10%
From 10 - 20%
summer days, just 2% of mothers think it would be decreased. In
detail, the increase rate is popular from 10-20% (with 56%
agreed). Meanwhile, increasing more than 40% is received coldly
with just only 2% agreements 56
25
58
22
54
30
Means (%) 16.17 16.28 15.97
%
From 10 20%
From 21 - 40%
with just only 2% agreements
16
56
18
58
13
54
Above 40%
N=286 N=152 N=134
HCMCHCMCTOTALTOTAL HANOIHANOI % decrease
72 76
67
Increase
Decrease
2 2 3
17Below 5% 20
26 23
28
2
1
5
Equal
Means (%) 8.33 8 8.4
N=400 N=200 N=200
17
50From 6 - 10%
From 11 - 20%
100
20
40
N=12* N=2* N=10*
16Above 20% 20
Q. What is the average expenditure for children on summer holidays as compared with ordinary days?

Average expenditure in this summer year as compared
with last year HCMCHCMCTOTALTOTAL HANOIHANOI % increase
Below 10%
From 10 - 20%
Similarly, 75% agreed with the increase of expenditure this year
which against with last year. In this case, the popular increasing
rate would be from 10-20% (reach 60%), just only 6% of mothers
agree with “above 40%” is a reasonable rate 60
22
58
21
64
22
Means (%) 17.47 1706 18.08
%
From 10 20%
From 21 - 40%
agree with above 40% is a reasonable rate
12
60
14
58
9
64
75 75 75
Tăng
Giảm
N=300 N=150 N=150
Above 40% 6 7 5
23 24 22
2 1 3
Như nhau
Below 5% 25 33
Means (%) 21.25 10 25
N=400 N=200 N=200
From 6 - 10%
From 11 - 20% 25
25 100
34
N=8* N=2* N=6*
Q. What is the average expenditure for children on this summer year as compared with last summer year?
Above 20% 25 33

Preferred promotion programs - Children
Among the five most preferred promotion programs which children like such as: “cotton animal”,
“puzzle toys”, “electric bicycle”, “comics” and “cartoon CD/DVD” (reach 45% agreed generally),
“cotton animal” is the program they like most (have 30% agreements)
%
Cotton animal
Puzzle toys
30
15
60
61
15
37
66
59
16
19
54
61
Electric bicycle
Comics
Cartoon CD/DVD
56
10
15
10
60
44
48
50
14
7
6
34
49
59
66
15
16
16
69
37
61
Skateboard
Watch
Backpack with cartoon characters 33
6
6
5
48
27
46
7
23
10
3
51
30
1
47
7
6
39
22
69
N=400 N=200 N=200
Sticker pictures
Scratching card
1
31
20
1
20
31
2
19
31
Like most Like
Q: Which are promotion materials, toys and means of promotion which children prefer?
Q: Amongst, which is the most favorite promotion programme?

Preferred promotion programs - Mothers
Meanwhile, 50% is the agreed rate of “promotion package-buy 1 get 1 free”, “sale-off”, “glassware
gifts” and “cooking seasonings” which are the four program mothers like most
gifts and cooking seasonings which are the four program mothers like most
“Buy 1 get 1 free” is the most liking program in HCMC (with 38% people agreed) and “sale-off” is the
most preferred one in Hanoi (with 46% people agreed)
%
Promotion package (ex. buy 1 get 1 free)
S l ff
28
36
80
16
38
77
46
35
86
Sales-off
Glassware gifts(bowl, dish, cup,…)
Cooking seasonings (sugar, MSG,…) 57
13
15
69
75
72
21
18
55
73
35
1
11
90
77
Accumulate scores to get gifts
Personal care items (towel, comb,
toothbrush,… )
2
2
3
34
39
1
2
3
35
45
2
2
2
33
30
N=400 N=200 N=200
Scratching card
Gifts (jewelries, hairpins,…) 32
1
2
37
27
1
1
37
38
1
2
37
Like most Like
Q: Which are promotion materials and means of promotion which mothers prefer?
Q: Amongst, which is the most favorite promotion programme?

KIDS’ BEHAVIOR
Study behavior
Shopping behavior
Eating behaviorEating behavior
Entertainment behavior
Summer entertainment behavior
Preferred promotion forms
Media channels
Id lIdols
Viettrack complies ISO 20252:2006, the international quality standard in market research

Activities in leisure time
In spare time after school, there are some activities children want to do such as: “watch cable TV
channels” and “watch TV channels” simultaneously they are rated as the 2 entertainment means with
channels and watch TV channels , simultaneously they are rated as the 2 entertainment means with
most preferred at 34% and 30%.
The next choice is “read books” stands at 22% and the forth is “surf Internet” with 13% children
agreed HCMCHCMCTOTALTOTAL HANOIHANOI
%
Watch cable TV channels
agreed
34
82
35
91
31
68
Watch TV channels
Read books
22
30
78
95
22
29
85
94
22
32
69
97
Surf the Internet
Read magazines
40
1
13
12
44
1
12
15
34
1
14
9
N=400 N=200 N=200
Read newspapers 27
1
28 26
N=400 N 200 N 200
Like doing most Usually do
Q: What do children usually do in leisure time?
Q: What is children favorite activity which they like doing most in leisure time?

Children’s favorite books
As for those who like reading books, “comics” is their most favorite choice (with the agreed rate is 83%)
g , ( g )
%
Comics
83
99
82
100
85
97
Fairytale
1
15
63
1
16
71
15
49
Modern literature for children
Science book 4
1
1
12
3
1
12
6
12
N=308 N=170 N=138
Q: Which are types of books do children read usually?
Q: Which is type of books do children like reading most?
The most favorite Favorite
Based on children who choose code 1_E1a

Children’ s favorite comics
According to children preferences, the 3 comics they like most in order are: “Doremon” (with 33%
agreed), “Conan” and “Thần đồng đất Việt” are in the same rate (stand at 21%).
agreed), Conan and Thần đồng đất Việt are in the same rate (stand at 21%).
While in HCMC, “Thần đồng đất Việt” is placed at high rate more 7% than “Conan”, in Hanoi the
favorite rate toward “Thần đồng đất Việt” is less than “Conan” 25% approximately.
“Doremon”
%
21
33
79
14
28
72
33
42
93
“Conan”
“Than dong dat viet”
“N h i ”
1
21
21
64
61
1
23
14
59
56
3
18
33
73
72
“Nu hoang ai cap”
“Dragonball”
“Pokemon”
15
1
1
1
9
14
1
1
1
9
16
1
2
3
9
Pokemon
Others (“Vua phap thuat”, “Teppi”, …)
N=272 N=138 N=134
22
24
9
32
17
11
1
36
6
Q: Which are children’s favorite comics?
Q: Amongst, which is the most favorite comic?Based on children who choose code 1_E2a

Children’ s favorite TV channels
Generally, top 3 TV channels regarded as the most favorite choices in both HCMC and Hanoi are: “HVT7” and “VTV3” are
in the same rate (29% agreed) and “HVT3” (reach 21%)
in the same rate (29% agreed) and “HVT3” (reach 21%)
In detail, in HCMC, “HTV7” and “HTV3” are the 2 main channels which are received high preferred rate at 48% and 28%.
On the contrary, in Hanoi, these 2 channels just gained a small proportion of liking (below 10%) and “VTV3” stands at
the top with 69% agreed answer
%
HTV7
VTV3 29
29
62
55
2
48
37
84
69
2
98
12
HTV3
Hanoi
Cartoon Network
HTV9
25
4
5
5
21
44
5
1
7
8
28
56
8
60
2
12
9
26
HTV9
Disney Channel
HTV1
VTV1
18
1
2
3
59
3
37
23
1
4
7
89
4
21
10
2
2
2
14
60
VTV2
HTV2
N=382 N=188 N=194
1
16
12
9
16
2
27
7
Q: Which are children’s favorite TV channels?
Q: Amongst, which is the most favorite channel?

Mothers’ favorite TV channels
According to mothers in HCMC, “HTV7” is the most favorite channel (reach 57%). Meanwhile, 72% is
the favorite rate for “VTV3” in Hanoi.
%
VTV3
HTV7
37
34
81
57
13
69
72
98
HTV7
HTV9
Hanoi
HTV3
30
8
6
5
66
71
4
8
1
12
92
92
69
1
12
3
40
29
HTV3
VTV1
HTV1
2
4
3
39
58
28
3
1
5
38
45
49
1
5
4
13
77
24
N=382 N=188 N=194
SCTV9
VTV2 1
2
3
26
3
4
18
2
1
1
37
Q: Which are mothers’ favorite TV channels?
Based on children & mothers who choose code 4_E1a

Children’ s favorite TV programs
According to 73% agreed rate gained from children opinions, they have only 1 answer for the question
hi h th TV th lik t hi t i “ t ”
which the TV program they like watching most is “cartoons”
Cartoons
%
73
99
72
99
74
99
Gameshow
Films
7
11
58
53
6
12
58
60
9
9
58
42
Children’s music
Wildlife world
47
4
5
24
48
5
5
27
45
2
4
19
Circus
N=382 N=188 N=194
28 28
2
28
Q: Which are children’s favorite TV programs?
Q: Amongst, which is the most favorite program?

Children’ s favorite TV game shows
In HCMC, “Siêu quậy tí hon”, “Những người bạn nhỏ” and “Chung sức” on HTV7 are being watched
with the favorite rate is over 17% In contrast in Hanoi most of children responded “Đồ Rê Mí” as the
with the favorite rate is over 17%. In contrast, in Hanoi, most of children responded Đồ Rê Mí as the
only TV game show they like watching most with the agreed rate is 83%
%
“Đồ Rê Mí” – VTV 3
“Siêu quậy tí hon” – HTV 7 17
30
46
53
23
5
24
69
5
83
93
20
“Những người bạn nhỏ” – HTV 7
“Chung sức” – HTV 7
“Sieu thi may mắn” – HTV 9
38
11
12
14
41
46
53
55
17
17
19
60
62
69
2
2
6
2
12
20
y
“Ai thông minh hơn học sinh lớp 5?” -
HTV 2
“Chuyện không của riêng ai” – HTV7
“Nào ta cùng hát” – HTV7 21
1
3
10
29
32
41
27
5
14
42
43
60
7
2
10
2
“Hãy là bé ngoan” – HTV 9
Ai là triệu phú
N=194 N=113 N=81
1
1
1
20 27
2
2
2
5
Q: Which are children’s favorite TV game shows?
Q: Amongst, which is the most favorite game show?

Children’ s favorite channels on cable TV
In general, “Disney channel”, “Cartoon network”, “Bibi-hoạt hình” and “HTV3 thiếu nhi” are the four
cable channels which children like watching most
cable channels which children like watching most.
In HCMC, “Disney channel” stands at the top with 33% agreed answer and in Hanoi, “Bibi-hoạt hình”
is the most favorite channel which is received up to 41% agreed rate when asked
%
Disney Channel
Cartoon Network
18
32
62
83
23
33
74
85
7
31
40
81
Bibi-Hoat hinh (VCTV8)
HTV3 kenh thieu nhi
Sao TV (SCTV3)
61
4
4
17
18
6
47
21
67
6
8
17
6
36
32
49
16
41
0
68
Yeah1 TV (SCTV4)
Disney-Hd
Animax
Star Movies
16
1
1
3
4
16
21
17
22
1
1
4
6
24
22
16
4
2
19
18Star Movies
HBO
VTC 11
N 318 N=182 N=136
1
1
17
28
1
1
1
16
27
1
3
18
29
3
Q: Which are children’s favorite channels on cable TV?
N=318 N=182 N=136

Mothers’ favorite channels on cable TV
As for mothers, “HBO” is not only one of the most often being watched channels (with 83% agreed) but it also
is the most favorite one with the agreed rate stands at 29%. Although “Star movie” and “Cinemax” have
g g
received more than 60% opinions that they are regular channels, but in case of the most favorite level, it goes
behind “HTVC gia đình” and “SCTV9”, because these 2 channels always have social psychological films from
Hong kong, Korea,…
%
HBO
19
29
83
21
30
89
15
27
72
HTVC gia dinh
SCTV9
Star movie 64
10
14
9
41
47
71
8
21
54
49
0
50
15
15
43
Cinemax
VTC1
6
6
30
63
2
5
27
66
12
7
37
56
Khác 16
10
13
13
24
4
N=318 N=182 N=136
Q: Which are mothers’ favorite channels on cable TV ?
Based on children & mothers who choose code 5_E1a

Purposes of surfing on the Internet
“Play online games” is the main entertainment for most of children when surfing on the Internet (with 96%).
Furthermore in HCMC “listen music” and “watch film” are chosen by the majority of children with the rate for
Furthermore, in HCMC listen music and watch film are chosen by the majority of children with the rate for
each one is 53% and 32%.
With a little contrary against with HCMC, Internet is used as a tool for their “learn and study” with 27% approval.
%
Play online games
Listen music 47
96
53
94
35
100
Watch films
Chat 21
25
27
32
9
12
Chat
For learn and study
Read news 17
18
21
20
14
27
12
27
9
N 156 N 88 N=68
Read news
Log in blog/ facebook 7
17
11
20 12
Q. What are children purposes as surfing internet? Viettrack Market Research - April 2010Based on children who choose code 6_E1a
N=156 N=88 N=68

Time surfing on the Internet daily
The suitable time for surfing on the internet in HCMC and Hanoi is quite distinction. For children in
TP.HCMTP.HCMTOTALTOTAL HANOIHANOITP.HCMTP.HCMTOTALTOTAL HANOIHANOI
HCMC, up to 47% children answer 18h-20h is their choice and in Hanoi although the agreed rate is
47% as the same with HCMC, the answer is 16h-18h.
%
9:00 – 12:00 AM
11 13 9
12:01 – 16:00 PM
16:01-18:00 PM 28
10
18
14
47
3
18:01-20:00 PM 44 47 38
20:01 – 24:00 PM 32 30 35
N=156 N=88 N=68
Q. What time do children surf Internet in a day? Viettrack Market Research - April 2010Based on children who choose code 6_E1a

Children’s favorite website addresses
According to those those who use Internet for playing online games, “www.gamesonline.com” is the
popular address (with 45% agreed)
%
www.gamesonline.com
www.trochoivui.com
16
45
50
73
12
47
52
74
24
41
47
71
www.gamevui.com
www.play.zing.vn
www.mp3.zing.vn
43
6
7
11
50
38
29
46
8
6
11
52
35
30
38
3
9
12
47
44
27
www.Kenh14.vn
www.nhaccuatui.com
www.nhacso.net 10
2
3
3
29
13
21
9
2
3
2
30
14
23
12
3
6
27
12
18
www.nghennhac.info
Khác
N=156 N=88 N=68
5
2
14
5
8
2
14
7
2
15
2
Q: What are children’s favorite Website addresses?
Q: Amongst, what is the most favorite Website address?

Children’s favorite online games
“Nha hang vui ve” & “Dot Kich” are two favorite game online of Saigonese kids while Hanoians prefer
Pikachu & Boom
Nha hang vui ve (Game zing)
16
18
39
15
23
40
18
9
35
Dotkich
Audition
Pikachu 27
16
16
34
29
23
13
21
42
29
35
21
6
21
29
Boom
Dua xe lien luc dia
27
10
13
19
33
23
13
8
23
29
35
6
21
12
41
Others
N=388 N=188 N=200
11
9
7
9
19
8
%
Q: What are children’s favorite online games?
Q: Amongst, what is the most favorite online game?
Based on children who choose code 4_E9

Children’s favorite characters
“Tom & Jerry” are the 2 most favorite characters with 39% children agree, the second is “Doremon”
approved by 15% children and the next ones are “Harry Potter” (with 9%), “Spiderman” (8%) and
Ben 10 (6%)
Tom & Jerry
Doremon
15
39
58
85
13
39
50
83
18
38
71
87
Doremon
Harry Porter
Spiderman
Ben 10
25
6
8
9
58
27
20
7
7
9
50
24
32
4
9
9
71
32
Ben 10
Mickey mouse
Pikachu
H ll kitt t
3
3
4
20
59
30
1
3
5
23
57
18
5
4
2
16
61
47
Hello kitty cat
Others
Don't know
N 200 N 200
1
20
12
10
1
2
12
14
9
2
2
32
11
12
2
%
Q: What are children’s favorite characters?
Q: What is the character children like most ?
N=400 N=200 N=200

Children’s favorite singers, actors and actresses
“Hoài Linh” is the most favorite actor with the agreed rate is 23%. Besides, there is “Xuân Mai”
singer with the rate is 15%
singer with the rate is 15%
Hoai Linh
Xuan Mai 15
23
47
30
9
31
59
17
23
10
29
50
Dinh Toan
Tang Thanh Ha
Bao Thy
Dan Truong
22
6
6
6
6
21
22
30
12
4
1
3
10
8
37
17
38
8
14
12
40
50
Dan Truong
Minh Hang
Dai Nha
Hieu Hien
18
4
4
5
13
23
19
29
3
7
3
15
20
14
2
5
0
7
11
28
27
N=400 N=200 N=200
Others
Dom't know 18
7
18
8
13
22
7
23
8
15
12
9
12
10
11
N=400 N 200 N 200
%
Q: What are children’s favorite singers, actors and actresses?
Q: What is the character children like most ?

Month Market Research
The next Viettrack will come in on 15th May 2010
Your feedback and enquiry on Viettrack is highly appreciated.
Contact: Le Lan Phuong, CRM Department
Tel: +84 8 3514 2584
E il h l @ftEmail: phuongle@fta.com.vn
www.ftaresearch.com
71

Vietnamese kids behaviors 2010

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