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Lối sống và hành vi của giới trẻ Việt 04/2011
 

Lối sống và hành vi của giới trẻ Việt 04/2011

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    Lối sống và hành vi của giới trẻ Việt 04/2011 Lối sống và hành vi của giới trẻ Việt 04/2011 Presentation Transcript

    • Market research top-line Apr 2011 HCMC HA NOI DANANG CANTHO HIGHLIGHTS: Young consumers aged 20-29 – lifestyle and behavior
    • 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.
    • Table of contentHabits &Lifestyle Media habit Expenditure & Purchase habit Personal information
    • Habits &Lifestyle Media habit Expenditure & Purchase habit Personal information
    • Activities & Leisure % Activities/Leisure that often do? Watching TVAT HOME LEISURE 95 Listenning to music 79 Online 76 Reading news/magazine 69 Watching TV, online and Spending time with family 55 listening to music are the most Reading book 44 preferred leisure at home. Doing exercise/Playing… 33LEISURE/ACTIVITIES Eating out 85 OUTSIDE Going to coffee shop 80 Hanging out with friends, Shopping 68 eating out, going to coffee Going to music show 26 shops and shopping are the most favorite activities for the Going to movie/drama… 23 time outside. Meeting with friends 74ACTIVITIES Office/School activities 20 SOCIAL Except hanging out with Community/Charity… 14 friends, the time for other social Organization/Club activities 9 activities is not remarkable N= 600
    • Differences across target groups about activities & leisure 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? HCM HN DN CT 20-24 25-29 Male Female N= 150 150 150 150 300 300 300 300 AT HOME LEISURE 92 91 88 92 89 92 88 93 Watching TV 44 29 45 53 38 47 35 50 Lis tenning to music 34 19 19 22 29 18 20 27 Online 35 33 25 14 35 18 34 19 Reading news/magazine 13 6 13 7 8 11 8 11 Spending time with family 20 46 23 23 19 37 22 34 Reading book 7 7 11 5 10 5 7 8 Doing sport 9 11 4 6 5 10 12 3 OUT OF HOME LEISURE 76 71 80 88 78 79 82 75 Eating out 38 35 47 40 39 41 40 40 Going to coffee shop 38 29 33 49 38 36 54 21 Shopping 19 23 27 23 21 25 11 35 Going to mus ic show 5 1 1 2 3 2 3 2 Going to movie/drama theatre 5 3 4 - 4 2 3 2 SOCIAL ACTIVITIES 32 55 47 55 51 44 50 45 Meeting with friends 20 48 29 51 40 34 39 35 Office/School activities 7 8 8 2 6 6 6 7 Community/Charity activities 3 - 9 - 3 3 3 3 Organization/Club activities 3 1 3 3 2 2 2 3
    • Fashion styleDemonstrating the personal characters and being good to catch up the trend are the key wordsfor 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. Which statements suit your fashion style? TỔNG HCM HANOI DANANG CANTHO Showing characters through % 13 dressing 27 26 28 Always update the newest trend 39 21 12 7 9 3 0 1 3 Only the famous clothes brand 4 9 7 4 12 4 3 3 3 Dressing after the characters in 52 4 movies 61 Dressing differently from others 50 50 51 37 Dressing sometimes on trend, sometimes on personal style N=600 N=150 N=150 N=150 N=150
    • Personal style & Favorite colors 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 White 22 trend among 20-29 y.o people. Black 21 Pink 12 Simple and nice 54 Ocean-blue 10 Korean 12 Red 9 Cute 9 Yellow 8 Outstanding 5 Classical 4 Green 5 Youthful 3 Violet 4 European 3 Sky-blue 5 Dynamic/Sport 2 Brown 2 Formal 2 Grey 1 Neat 1 Orange 1 Elegant 1 Male Female Stylish 1 N= 300 300 % Vietnamese 1 White 23 22 Chinese 1 Black 31 10 Pink 1 23 Modern 1 Ocean blue 13 7 Hiphop 1 Red 9 9 N= 600 Yellow 5 10
    • Favorite TVCs and favorite singersIt seems that the 20-29 y.o. consumers are attractedmost by enjoyable commercials. That’s why “Vinamilkfresh milk” is on top of the favorite TVCs andHeneiken, Comfort come to the next. % Vinamilk fresh milk 100% 12 % Dam Vinh Hung 13 Heneiken 7 My Tam 8 Dan Truong 7 Comfort fabric conditioner 7 Cam Ly 6 Dr. Thanh herbal tea 3 Ho Ngoc Ha 3 Cocacola 3 BackStreet boys 2 Noo Phuoc Thinh 2 OMO detergent powder 3 Cao Thai Son 2 Beeline 2 Quang Dung 2 O degree Green tea 2 Minh Hang 2 Sunsilk sampoo 2 Lam Truong 2 Ho Quynh Huong 2 C2 green tea 2 Knorr seasoning powder 2 The 1st place of the ranking board for singers belongs to Dam Vinh Hung. My Tam, Dan Pepsi 2 Truong and Cam Ly keep the next 3 positions. Xmen sampoo 2 As the percentage of favourite is distributed across the singers, almost are less than 10%, Nescafe - café Viet 2 can see that no one can get a dominating N= 600 position among 20-29 audience. N= 600
    • Personal concerns 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. Most concerned TOTAL HCM HN DN CT MALE FEMALE % Career 28 26 31 34 36 37 45 Family Studying 24 25 21 19 15 16 Finance 11 16 19 16 11 17 14 18 Love 16 14 13 18 14 Health 20 18 8 11 12 5 6 Friends & Social 4 10 4 4 8 3 8 3 2 3 3 5 1 3 relationship 2 N= 600 150 150 150 150 300 300
    • Personal objectives Which is your most important objective? Salary Promotion/Salary increase is the most critical objective of the 20- % increase/Promotion 29y.o. people. Higher studying is secondly important. 28 Higher studying • For young people in HCMC, a dynamic market, Promotion/Salary Investment/Getting rich increase target is remarkably higher than other objectives. 16 Buying a valuable item • Meanwhile, there is a quite balance across the top four 14 objectives in Ha Noi. HN’s young people seem to much Taking care of children appreciate family values, they are setting their objectives of 10 getting married/having babies and taking care of children more Getting married/Having than in other cities. 8 babies 7 • While male aim to getting rich more than female (17% vs 10%) , 6 Buying house/land more female want to get higher education (17% vs 15%). % HCM HN DN CT 20-24 25-29 Male Female Salary increase/Promotion 37 17 32 25 19 36 30 25 Higher studying 15 18 14 18 28 5 15 17 Investment/Getting rich 14 17 17 7 13 14 17 10 Buying a valuable item 5 17 8 12 14 6 9 11 Taking care of children 5 11 5 10 3 12 4 11 Getting married/Having babies 6 9 5 7 6 8 7 6 Buying house/land 5 1 10 5 3 8 6 5 Giving help to family 4 9 1 5 5 5 4 6 Buiding/Reparing house 2 1 2 5 1 4 3 2 N= 150 150 150 150 150 300 300 300 300
    • Habits &Lifestyle Media habit Expenditure & Purchase habit Personal information
    • Favorite TV channelWhich are 3 TV channels that you watch most often? % HBO is ranked first amongst their favorite VTV3 45 75 channels, VTV3 is second and HTV7 comes to third. HBO 49 71 VTV1 21 58 HTV7 27 56 HTV9 21 50 24 46 VTV2 6 34 HCM HN DN CT Total SCTV 14 25 HBO 52 49 47 46 49 HN1 11 19 VTV3 12 85 54 30 45 HTV7 41 3 33 32 27 HTV3 4 19 Star DRT1 7 16 25 21 33 16 24 Top 3 most often Movies Disney 7 16 VTV1 8 38 25 12 21 Often Star Sports 7 16 HTV9 39 2 24 19 21 Lets Viet 4 16 CVTV 4 14 THVL 12 13 Fashion-TV 5 13 Discovery Channel 4 12 N= 600
    • Favorite Internet Website Google is the Internet website that Which are the websites that you often visit? young people visit most often. % • Hanoi’s young people visit News website more often than those in others cities. google.com 68 • Danang has the highest rate of using social network websites 24h.com.vn 54 (especially Facebook) and music websites. Zing.mp3.com 46 • 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 Youtube.com 45 Dantri.com.vn 44 Yahoo.com 41 HCM HN DN CT % Vnexpress.net 150 150 150 150 36 google.com 69 72 69 63 facebook.com 35 News website 83 92 87 61 tuoitre.vn 31 24h.com.vn 44 71 69 31 Kenh14.vn 29 Dantri.com.vn 25 75 54 22 ngoisao.net Vnexpress.net 31 50 45 17 23 ngoisao.net 22 27 31 12 Zing.news.vn 23 tuoitre.vn 33 33 28 29 nhaccuatui.com 20 thanhnien.com.vn 14 11 31 15 Me.zing.vn 19 Kenh14.vn 15 43 53 7thanhnien.com.vn 18 Zing.news.vn 29 29 21 13 Social network web 77 67 81 61 nhacso.net 18 facebook.com 34 35 53 18 enbac.com 11 Yahoo.com 41 33 43 47 Others 14 Me.zing.vn 25 17 20 13 N= 600 Youtube.com 40 47 47 46 Music website 54 53 75 58 Zing.mp3.com 34 37 64 48 nhacso.net 20 21 18 12 nhaccuatui.com 14 23 22 23 enbac.com 6 22 12 3
    • Favorite Magazines & NewspapersWhich are the newspapers and magazines that you often read? Tuoi Tre Tuoi Tre, Thanh Nien, Bong Da 53 % and Tiep Thi & Gia Đinh are the Thanh Nien 44 most favorite magazines Tiep Thi & Gia Dinh 33 newspapers among 20-29 people. Bong Da 31 An Ninh The Gioi 24 The gioi phu nu 19 Phu nu Viet Nam 18 Lao Dong 18 Sai Gon Tiep THi 17 Tien Phong 11 Hoa Hoc Tro 9 The Thao Van Hoa 8 Cong An 7 Dep 7 Muc Tim 7 Sinh vien (Hoa Hoc Tro 2) 6 N= 600
    • Top hot news in the monthIn the last one month, young people are being interested most in the increase inelectric/oil price and the catastrophe in Japan along with its impacts.The gold and USD exchange rate is also among the most hot news. % Increase in electric & oil price 93 The catastrophe in Japan 87 The impact of radiation from Japan 58 Gold/USD exchange 57 Inflation 44 Hoan Kiem lakes turtle 43 War in Libya 40 Unemployment 39 Corruption 36 Assets price 28 Earth hour 28 Disater in Vietnam and region 27 Increase in medicine price 27 Backstreet Boys show in Vietnam 26 Champions League 24 Collaption of Len Co quarries 20 Ngoc Quyen takes nude photo for environment 19 N= 600
    • Habits &Lifestyle Media habit Expenditure & Purchase habit Personal information
    • Personal expenditure  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%) Others 10% Food Savings 26% 13% Love N= 600 7% Transportation - Communication Clothes & 13% Beauty product 13% Entertainment 12% Education 6%
    • Differences across the target groups about personal expenditure • 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. HCM HN DN CT 20-24 25-29 MALE FEMALEFood 24 22 23 26 26 27 28Transportation - Communication 36Education 13 13 14 13 13 14 11 5Entertainment 13 8 7 8 5 7 6 11 5 10 13 11 10 12 12Clothes & Beauty product 12 12 14 12 14 14 11 16Love 11 6 6 8 7 7 8 5 5 17Savings 10 17 12 10 12 13 14Others 12 12 10 10 10 10 10 7 N= 150 150 150 150 300 300 300 300
    • Purchasing attitude 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. % A A is more suitable Same B is more suitable B 1. Pay more attention in design 44 12 44 1. Pay more attention in function2. Willing to pay more for those product 2. Only need product with basic 44 21 35 with extra functions functions 3. Choose product by following the 3. Choose product by following their TREND 28 17 55 own taste 4. Be the first to try a new product 4. Just use product which being used by 45 22 33 many people5. Can go shopping anytime even when do not have the need 38 19 43 5. Shop just when in need6. Search for information before making 49 17 34 6. Make decision right in the store purchase 7. Willing to pay higher for the 7. Prefer to low price than prestigious prestigious manufacturer 50 20 30 manufacture 8. Preferred foreign brand 34 25 41 8. Foreign brand is not important 9.Like consult for other people when 9.Don’t have any idea when other they shopping 34 26 40 people’s shopping10. Is a main decision maker for almost 10. Only being the main decision maker 34 25 41 for their own personal products family’s durables 11. Like online shopping 16 26 58 11. Don‘t like online shopping N= 600
    • Decision role in household purchase 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. Main decision make Take part in decision Completely not take part % Food Male 22 46 32 Female 54 42 4 Necessities (Personal care, toiletries, etc) Male 33 51 16 Female 53 42 4 Durable items (TV, washing machine, Male 59 39 2 refrigerator, etc) Female 22 63 15 Hi-tech items(Mobile phone, laptop, PC, etc) Male 62 36 3 Female 24 59 17 N= 600
    • Purchase place – Necessities & FoodWet market and grocery store are the most popular places for For buying food, wet market is still beingnecessities purchase (Personal care, toiletries,..). Supermarket is the 1st common choice.also an important shopping channel. Next is supermarket, but not very• While in HCM, Da Nang and Can Tho, people buy necessities in wet markets more often, Hanoi’s people buy this almost in remarkable. grocery stores. HCM city has more young people who do• In HCM and Can Tho, Supermarket is the 2nd preferred place not buy food by themselves. for purchasing necessary products. Necessities Food TOTAL HCM HN DN CT TOTAL HCM HN DN CT 1 Wet market 30 33 Grocery store 45 40 54 Specialized store 81 75 80 28 22 85 84 19 Convenient store 2 17 1 9 6 8 Supermarket 21 8 29 6 13 1 Department store 18 13 4 8 4 13 24 6 7 6 2 13 7 9 15 9 10 11 Not buy 6 2 6 1 2 % N= 600 150 150 150 150 600 150 150 150 150
    • Purchase place - Clothes & Beauty product 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 15 2 Wet market 16 19 25 % Clothes/Cosmetics shop 21 Convenient store 40 41 25 84 3 Supermarket 1 2 2 Department store 39 27 33 TV shopping 28 Not buy 11 7 9 17 11 5 2 1 5 N= 600 150 150 150 150
    • Important factors for choosing Durables & Hi-tech itemsFor durable items (househould appliances: TV, refrigirator, wash machine,..), the 20-29 y.o consumers considermost 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. 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 Durables Recommended by the seller International brand Hi-tech Ecofriendly N= 600 0 10 20 30 40 50 60 70 80 90 100
    • Sources of information for choosing Durables & Hi-tech items Durables Hi-tech Influent Influent Popular Popular % TV Commercials 25 15 82 67Recommended by relatives 27 23 64 57 WOM plays the most importantRecommended by friends 21 63 23 role in young consumer’s 62 purchasing habits for durables & News/Magazine Ad 6 5 hi-tech products. With a direct 42 37 recommendations from friends or POSM 9 11 relatives, they can decide to buy 37 38 product more easily even than Internet Ad 5 12 seeing TV commercials or other 31 35 sources of information. OOH Ad 3 2 26 23 TV plays quite an important role Online forum 3 6 in durables purchase, but it comes 15 18 less important in hi-tech Manufacturers website 3 3 purchase. 7 11 N= 600
    • Important factors for choosing Out Of HomeEntertainment servicesIn general, price and quality are two top factors to be considered most when choosing a place of OOHEntertainment. 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 preferservices and comfortable feeling. HCM Hanoi DN CT Total Important factors % 150 150 150 150 600 % 84 Reasonalbe price 76 79 90 89 84 60 High quality product 67 53 56 65 60 59 Good service 50 59 63 66 59 55 Bringing comfortable feeling 53 64 58 47 55 50 Nice space 57 44 53 44 50 40 Suitable with my style 31 41 53 35 40 38 Familiiar place 31 41 45 34 38 38 Have private space 29 36 48 40 38 31 Unique/Different 33 27 41 24 31 29 New place 21 25 35 32 29 26 Recommened by relatives/friends 13 31 40 19 26 25 Near to home/office 20 27 27 25 25 17 Promotion 17 14 15 21 17 15 Near to other entertainment place 11 17 14 16 15 13 Have program for close customers 11 11 17 15 13 2 Recommened on news/forum 2 3 1 3 2 0 20 40 60 80 100 N= 600
    • Habits &Lifestyle Media habit Expenditure & Purchase habit Personal information
    • Occupation 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. TOTAL HCM HN DN CT 20-24 25-29 MALE FEMALE % 4 3 4 3 1 5 5 5 7 8Managers & Large business 10 9 10 16 13 16 11 13Specialist (Doctor, Lawyer, Nurse) 24 21 17 13Office staff 35 21 17 28Student 14 34 16 20 17 17 18Seller 10 19 16 12 12 23Small business 12 8 14 10 23Worker 19 21 20 16 11 28 19Housewife 16 7 5 11 3 6 10Others 3 7 5 8 12 6 6 4 9 4 3 1 4 5 7 2 2 2 1 N= 600 150 150 150 150 300 300 300 300
    • 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. TOTAL HCM HN DN CT 20-24 25-29 MALE FEMALE % 1 12 7 10 10 14 15 14 28 21 49 33 32 Secondary school 34 37 30 35 High school 31 University 29 19 10 21 24 Bachelor or higher 17 17 32 19 41 45 33 37 33 33 33 23 22 N= 600 150 150 150 150 300 300 300 300
    • Description - 20 - 30 years old consumers - HCMStyle & Characteristics Life & Objectives- More to be purchase decision maker than - Career concerns & objectives are in other cities outstanding- Not involve in others’ shopping - Aim at promotion/salary increase,- Like to dress differently higher studying & investment They are independent. - A highest rate of high-qualified They need to-be-seen by other people employees  Can use the professional, successful image in communicationActivities & leisure:Join various outside activities:- Going to coffee shop, eating out, hanging How to talk with them? out with friends - Favorite TV channels: HBO, HTV7,- Going to movie & cinema theatre HTV9, SCTV- Join community/organization/club activities - Favorite websites: news websites – They are dynamic 24h.com.vn, vnexpress.net, The communication/promotion campaigns tuoitre.com.vn; should be executed in these entertainment - News & magazine: Tuoi Tre, Thanh or public places. Here the chances for Nien, Tiep thi & Gia dinh sharIng among friend group would be - Dam Vinh Hung is considered to be higher. the most favorite endorser for approaching this target.
    • Description - 20 - 30 years old consumers – Ha Noi 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. 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. How to talk with them? Their objectives are higher studying, - At home, the time for online is more than for promotion/salary increase, getting rich, buying a watching TV. Reading news website most often. valuable item. VTV3 watching rate dominates.  Could bring to them a successful image includes  They’re very interested in updating news. wholly achievements: high-educated, career- Therefore, the communication should be successful, rich and happy family. informative. - Favorite websites: 24h.com.vn; dantri.com.vn; vnexpress.net; kenh14.vn
    • Description - 20 - 30 years old consumers – Da Nang 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. 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. 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 – Can Tho 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