2. Market research top-line May 2011
HCM.C HA NOI DA NANG
Highlight: Behavior and lifestyle of Vietnamese
high-income middle aged women

3. 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 May 2011 is conducted amongst general population (30 - 55) in 3 big cities of Vietnam
(HCMC, Hanoi, Danang) with the sample size N=300 (equally for each city). This study aims at
sketching out main information about behavior and life style of Vietnamese high-income middle-
aged ladies through finding out:
 Objectives and interesting in their life
 Main income and job views
 Time management for daily activities
 Entertainment and health care activities
 Spending behavior in the price storm period
 Other information (fashion style, communication channel to approach…)
→ Thus, this information will help marketers to have suitable marketing efforts to this potential
segmentation.

4. The portrait of Vietnamese
middle aged female customers

5. Occupation
Middle aged women in 30 – 45 year old are fairly dynamic, almost of them tend to manage both official works
and their own business.
However, Approximately 40% of 45 – 55 year old women leaves work to act housewife role. There is difference
between women in each cities:
- 45 – 55 year old women in HCMC tend to have their own business.
- 56% of 45 – 55 year old women in Ha Noi does housework.
- 45 – 55 year old in Da Nang is still employed (34%)
Total HCMC Hanoi Da Nang
N=150 N=50 N=50 N=50
%
Business owner
Employee
Housewife/ Retired
30 – 40 year
old women
Total HCMC Hanoi Da Nang
N=150 N=50 N=50 N=50
%
Business owner
Employee
Housewife/ Retired
45 – 55 year
old women

6. Income
Those financial independence middle aged women gain an income over 20 million VND per month
mainly from their own business as well as profit from investment in gold and real estate.
Especially in Da Nang, most of 30 – 40 year old women’s income come from monthly salary.
It appears that income of older women in Hanoi mainly comes from investment in gold and/or real
estate.
Average monthly income: 20,266,667 VND, with:
Total HCMC Hanoi Da Nang
N=150 N=50 N=50 N=50
Profit from their own business
%
Profit from inviest in gold, real 44 42 38
52
estate
Personal salary 14
21 28
Husbands salary 22
30 – 40 year
40
old women Others 28 20
24
6 1 2 8 2 8
Average monthly income: 20,533,333 VND, with:
Total HCMC Hanoi Da Nang
N=150 N=50 N=50 N=50
Profit from their own business %
26
Profit from invest in gold, real 37 42 42
estate
Personal salary
10
33 30 60
Husbands salary 26
45 – 55 year
old women 13 8
Others 14 20
14 3 6 86 2

7. Interested in life
Family and health are the key driver of women life, which are more important when they get older. The younger
women group (30s) also remark the importance of career and social status.
Women in HCMC tend to fair share their mind for family and their own affairs (health, work…) whereas others
in Hanoi and Da Nang take care of their family more.
30 – 40 year old women 45 – 55 year old women
59 65 %
Family/ children 95 99
Health 20 27
95 99
Career/ Social status 17 6
73 48
Love/ marriage 3
44 27
Beauty 1 1
78 66
1 1 Most interested Interested
iFriends and social relationship 63 53
HCMC Hanoi Da Nang HCMC Hanoi Da Nang
N=50 N=50 N=50 N=50 N=50 N=50
Family/ children 46 70 60 56 68 70
Health 30 12 18 34 24 24
Career/ Social status 18 16 16 10 4 4
Love/ marriage 6 - 2 - - -
Friends and social relationship - - 2 - 4 -
Beauty - 2 2 - - 2

8. Job views
Middle aged women still care and spend fairly much time for work, however, when turn into 45 – 55 year
old, they tend to lighten the workload in order to take care of their family and their health as well.
30 – 40 year old women 45 – 55 year old women
Spend much time on working for career %
development 56 33
Spend less time on working to take care of 52 69
family
Take a little time for study 26 9
Spend less time on working for personal care
26 47
Spend more time on developing social
relationships
16 22
Concentrate to study for personal
development 14 6
HCMC Hanoi Da Nang HCMC Hanoi Da Nang
N=50 N=50 N=50 N=50 N=50 N=50
Spend much time on working for career
development 64 52 52 42 22 36
Spend less time on working to take care of
family 30 40 84 50 68 88
Take a little time for study 22 22 34 8 10 10
Spend less time on working for personal care 16 22 38 42 44 56
Spend more time on developing social
relationships 14 4 30 22 16 28
Concentrate to study for personal
development 8 - 34 4 2 12

9. Objectives of life
Beside investing in children, 30 – 40 year old women also have other objectives in work, business, purchase
house/ car and long term invest, meanwhile, 45 – 55 year old majorly invest in their children and partly in
business for themselves.
At the age, women of 40s are considering the marriage for their children.
30 – 40 year old women 45 – 55 year old women
Invest in children(e.g: pay for their study abroad) 35 49 %
66 75
Invest / develop their own business 23 20
64 52
Purchase house/ car 13 5
51 43
Invest in gold, real estate, saving 11 12
65 64
Promotion/salary increase 9 3
37 15
Get married 5 1
13 6
Widen social relationship 2 2
44 32
Do charity 1 1
20 29
Go travel 1 1
61 54
Start their child marriage 6 Most important Important
7 41
HCMC Hanoi Da Nang HCMC Hanoi Da Nang
N=50 N=50 N=50 N=50 N=50 N=50
Invest in children(e.g: pay for their study abroad) 30 34 40 26 72 50
Invest / develop their own business 16 30 22 36 4 20
Invest in gold, real estate, saving 14 10 10 12 18 6
Purchase house/ car 14 8 16 6 4 4
Promotion/salary increase 12 12 4 4 - 6
Widen social relationship 4 - 2 4 - 2
Start their child marriage - - - 12 2 4

10. Time management for daily activities
Over 70% in timetable of middle aged women is used for working and taking care of family/ children, in which
working account for 37% 30 – 40 year old women’s time and that take less time to 45 – 55 year old women. On
the other hands, the 40s women spends more time for their health care.
Many women in this age still work on weekend (about 10%), the majority are women who do business by their
own.
30 – 40 year 45 – 55 year
old women old women
WEEK DAYS
3% 1%
7% 7%
%
3% 5%
7% 5%
Work 24%
37%
House work 10% 12%
Children care
15% 19% 27%
18%
Health care
Beautifying WEEKEND
Personnal entertainment 3% 1%
12% 3% 10% 4% Business Housewife
Employee
Study 11% 9% owner / Retired
7%
11% Work 20 5 -
Social activities 26% 31% House work 21 28 39
12%
Children care 22 24 28
12% Health care 12 13 12
26%
22% Beautifying 9 10 7
Personal
10 14 9
entertainment

11. Middle aged women and health care
activities

12. Health care
3 main health problems of middle aged women include hypertension, osteoporosis and rheumatism.
In particular, 30 – 40 year old women seems to have problems with hypertension, while women in 45 –
55 year old meet more problems with osteoporosis and rheumatism.
30 – 40 year 45 – 55 year
old women old women
Health problem Health problem
Hypertension 36 % Osteoporosis 42 %
Have some health
Have some health
problem
Osteoporosis 28 problem Rheumatisms 38
Healthy
Healthy Hypertension
Rheumatisms 28 37
Cardiovascular 14
Diabetes 20
Diabetes 7
Hypotension 8
Heard ache 3
Stomach 8
Hypotension 3
Cardiovascular 8
Dyspepsia 1
Allergy 4
Base on all Bronchitis 1
N=150 Base on respondents who
respondents N=150
Base on respondents who have health problems
N=25
have health problems, Base on respondents who
N=74
have health problems

13. Health care activities
Doing physical exercise, having periodic health check and drinking nutritional milk are 3 health care
methods which middle age women choose.
45 – 55 year old women seems to prefer doing physical exercises.
30 – 40 year 45 – 55 year
old women old women
%
Do physical exercise 56 77
Have periodic health check 55 62
Drink nutritional milk 33 40
Use functional food 23 25
Ask nutrition specialist 11 13
Purchase valuable medicine 9 11
Do no thing 3 4
N=150 N=150

14. Physical activities
30 – 40 year
Physical 45 – 55 year
Physical
old women activities old women activities
% Naturalpathic 41 %
Aerobic physical exercises
29
30 – 40 year old women
GYM Jogging
Yoga 16 prefer Aerobic, GYM or
Yoga Aerobic 15 Yoga and do exercises
Jogging GYM 10 not only in gymnasium
Badminton 3
Naturalpathic physical but also at home, in the
exercises Swimming 1
Tennis
park as well.
Do their own exercises 1
Dance
1 Meanwhile, Most of 45 –
Dance
Place 55 year old women
Place Location near home
% choose gentle activities
Gymnasium Gymnasium such as naturopathic
At home At home physical exercises,
jogging and yoga and
Location near Cultural house
home (parks..) often set in location
Swimming pool
close to home (e.g.
Cultural house Tennis court
park)
Base on respondents who do physical Base on respondents who do physical
N=84 N=116
exercises to protect health exercises to protect health

15. Drinking nutritional milk
30 – 40 year 45 – 55 year
old women old women
Anlene %
Vinamilk %
Vinamilk
Ensure Vinamilk, Anlene and Ensure
Anlene
are 3 most popular milk brand
Dutch Lady with middle age women.
Ensure Ba Vi
Among this, 30 – 40 year old
Abbott
women choose Vinamlik while
Dutch Lady
Ensure canxium cerial 45 – 55 year old women prefer
Anlene.
Vinamilk canxi milk
Yomost
Nutifood milk
Herbalife
Base on respondents who drink Base on respondents who drink
N=50 N=60
milk to protect health milk to protect health

16. Functional food usage
30 – 40 year 45 – 55 year Functional
Functional
old women old women food usage
food usage
%
Vitamin % Vitamin supplement
supplement
74
Health Health improvement
improvement
35
Some middle age women
Good for skin. Anti-
Good for skin, aging usually use functional food to
anti-aging 35
Good for bones and supply vitamin and improve
Good for bones ankle
and ankle
21 health, from drugstore,
multilevel selling channel or
Place Place
oversea.
Drug store 56 Drug store 61 %
Multilevels
32 Oversea 37
selling channel
Multi-levels selling 29
Oversea 24
channel
Hospital 9 Hospital 24
Supermarket 3 Supermarket 5
Base on those who use functional food for Base on those who use functional food for
N=34 N=38
taking care of their health taking care of their health

17. Middle aged women and beauty care
activities

18. Using spa service
30 – 40 year 45 – 55 year
old women old women
There are more 45 -55 year old women
64 % go to the spa than 30 – 40 year old
Have gone to
Almost have Almost have women (59%), with a once a month
the spa Have gone
not gone to not gone to
59% to the spa frequency. They usually come there to
the spa the spa
41% 36%
have their skin and body cared.
Base on 30 – 40 year old female Base on 45 – 55 year old
respondents, N = 150 female respondents, N = 150
Frequency of going to spa Common used service in spa
Number of times going to the spa/ month 1.38 41
Skin care %
78
Every week 6 %
Body care 46
71
22
2- 3 times/ month Sauna 3
39
Whitening 1
Onec a month 29
48 Skin treatment 7
27
Once/ 2 month
Slimming treatment 2
11
Once/ 3 month
Waxing 9 Most common used service
15
Less once/ 3 month Common used service
7
2 Special treatment…1
Base on respondents who have gone to the spa N = 143

19. Fashion style
An elegant, simple and basing on personal preference is fashion style of almost middle age women. They
also tend to choose clothes basing on their personal preference.
However, While 30 – 40 year old women like youthful style, 45 – 55 year old women prefer mature and
respectable style.
30 – 40 year 45 – 55 year
old women old women
N = 150 N = 150
%
sophisticated fashion
Elegant/ simple Elegant/ simple
style
Personal preference Tend to go trends Personal preference
Merging with the crowd Impressive/ difference Merging with the crowd
Do not like to show Do not like to show
Show social status
social status social status
Youthful Youthful
Mature/ respectable
Do not care about Do not care about
trademark Prestigious trademark trademark
A is more correct The same
B is more correct

20. Favorite color
Total HCM.C Ha Noi Da Nang
30 – 40 year old women
%
White 25 20 24 30
White, pink, black are
3 most favorite color Pink 17 16 16 20
of middle age
Black 16 22 16 10
women.
45 – 55 year old
Violet 9 10 10 6
women prefer black
than pink, especially
45 – 55 year old women
in Ha Noi, conversely, %
others in Da Nang White 22 26 18 22
prefer pink.
Pink 12 14 4 18
Black 15 14 18 12
Violet 10 12 8 10
N=150 N=50 N=50 N=50

21. Middle aged women and
entertainment activities

22. Entertainment activities
30 – 40 year 45 – 55 year
old women old women
Spend time with family
ENTERTAINMENT
Watch TV Family hold an
AT HOME
RELAX/
Read newspaper/ magazines important position
Online amongst middle aged
Listen music women’s entertainment
Reading
activities.
Shopping Beside that, 45 – 55
ENTERTAINMENT
Spa/ beauty care activities year old women usually
OUTSIDE
RELAX/
Do exercise/ play sport join charity.
Enjoy cuisine
Although middle age
Go travelling
women do not go
Café/ bar/ discotheque travelling often, most of
Activities of company’s
organization them desire to travel.
ACTIVITIES
SOCIAL
Social activities/ charity
N=150 N=150 3 activities want to do 3 activities usually do

23. Traveling habit Domestic Oversea
Times of travel/ 1.97 1.31
year
Middle age women usually go travelling once to
twice a year, both domestic and oversea, in
summer vacation or national vacation, with their
husband and children.
N=262 N=48
The common occasion for traveling Base on respondents who have gone travelling
Companions
Summer vacation %
National vacation(30-4, 1-5,
2/9) Husband and children %
30-40 year old 45-55 year old
(N = 133) (N = 129)
Lunar new year Husband
Compani Most often Compani Most often
ons companions ons companions
Anytime Friends/ Colleague Husband and
74 68 81 75
children
Children 38 16 41 9
In the end of the year Husband
(Christmas, New Year..) Parents/ sisters and Friends/ Colleague 44 8 29 8
brothers Children 23 4 38 5
Parents/ sisters and
Alone brothers
32 2 27 1
Base on respondents who have gone travelling, N = 262
Alone 6 1 5 1

24. Intended travel destination for the next year
Nha Trang, Da Lat and Vung Tau are 3 most popular destinations in Vietnam. Besides, 45 – 55 year
old women also like Ha Long Bay.
Thailand, Singapore and China are 3 most wanted overseas travel destination of middle aged women.
Domestic Oversea
30 – 40 year 45 – 55 year 30 – 40 year 45 – 55 year
old women old women old women old women
Nha Trang 30 30
%
Thailand 11 10
Da Lat 27 29
Singapore 8 7
Vung Tau 14 14
China 6 6
HCM.C 11 9
Sapa 9 12 Korea 4 2
Ha Noi 9 8 U.S 3 2
Ha Long bay 8 15 U.K 2 0
Mui Ne, Phan Thiet 8 9
Malaysia 2 2
Phu Quoc 7 5
France 2 2
Da Nang 7 4
Italy 2 2
Sam Son 5 4
Hue 5 8 Japan 2 1
N=150 N=150 N=150 N=150

25. Middle aged women and
advanced study

26. What course they have applied ?
There are over 30% 30 – 40 year-old-ladies who have joined some langue courses, college, other degrees or master/
doctor in order to develop their career.
Meanwhile, there is only 15% of 45 -55 year old women have joined courses which are majorly cooking course, just a
little remainders study language and college.
30 – 40 year old women 45 – 55 year old women
Base on 30 – 40 year old female respondents , N=150 Base on 45 – 55 year old female respondents , N=150
%
Study foreign
language Skill course
54 55 Study foreign
College/ language
other College/
Skill course degrees 41 other
degrees
31
27 Master/Doctor 27
19
Master/Doctor
IT course IT course
2 5 5
Base on respondents who have joined a course, N=48 Base on respondents who have joined a course, N=22

27. Purchase behavior of
middle aged women

28. Spending in total monthly income
Food
7 Beside food, transport and communication are
Clothes/ beauty product
14 28 basic demands, clothes and beauty product make
Health problem up a large amount of monthly expenditure of
8 Transport and Communication middle aged women.
6 Travelling Middle aged women averagely keep about 14% of
10
6 Entertainment/ meeting total monthly income for saving.
6 8 friends
8 Education Women in Hanoi tend to invest in gold and real
estate more than others.
Base on all respondents, N=300
%
HCMC HA NOI DA NANG
7 9 5
26 13
16 12 28 30
7
6
12 7
10
8 9 10
7 7 5 6
2 9 8 8 9
6 5 6 9
N=100 N=100 N=100

29. Spending cuts in the price storm period
Clothes/ beauty product, entertainment and meeting friends are 2 expenditure which have maximum cut downs
in “storm of price” period. Customers in Da Nang specially decrease expenditure in entertainment but only cut a
little spending for clothes/ beautifying.
TOTAL HCMC HA NOI DA NANG
N= N= N= N=
Education 85 14 145
2 69 25 6 44 90 10 63 83 15
2 63 %
Drug 79 17 4 264 84 88 93 73 234 86 81 19 86
Food 78 19 4 224 87 8 83
5 75 196 72 71 29 72
Transport &
43 34 23 234 54 24 22 85 31 45 24 78 42 35 23 78
Communication
Travelling 23 51 26 282 29 37 33 96 17 63 20 89 23 52 25 89
Clothes & beauty
20 33 47 232 20 25 55 75 14 25 62 86 27 50 24 86
product
Entertainment/
18 38 44 267 96 80 80
meeting friend 22 32 46 17 42 41 16 41 44
Other expenditures 38 31 31 300 53 31 16 100 15 32 53 100 44 29 28 100
Saving 67 29 4 256
80 20 74
0 41 51 8 92 80 15
5 92
Invest in gold, real
72 26 2 130
estate 82 16 16
2 60 38 2 62 79 18
3 62
None cuts Little cuts Maximum cuts

30. General purchase behavior
Some general purchase behavior of middle aged women:
• Is the main decision maker for almost family’s durables
• Search for information before making purchase
• Willing to pay higher for the prestigious manufacturer
• Do not like online shopping
• Choose product by following their own taste
A is more correct than B
A The same B
B is more correct than A
Is the main decision maker for almost Only being the main decision maker
family’s durables 68 19 13 for their own personal products
Search for information before making
62 12 25 Make decision right in the store
purchase
Willing to pay higher for the prestigious Prefer to low price than prestigious
59 17 24
manufacturer manufacture
Willing to pay more for those product 54 9 37 Only need product with basic
with extra functions functions
Can go shopping anytime even when 53 13 34 Purchase just when in need
do not have the need
Be the first to try a new product 41 22 37 Just use product which being used by
many people
Like consult for other people when 39 38 24 Don’t have any idea when other
they shopping people’s shopping
Pay more attention in design 29 14 57
Pay more attention in function
Preferred foreign brand 27 28 45 Foreign brand is not important
Choose product by following the 9 16 74 Choose product by following their
TREND own taste
Like online shopping 8 15 76 Dislike online shopping
Base on all respondents , N = 300

31. Shopping channels
2 main shopping channels of middle aged women are wet market and supermarket.
In particular, wet market is the major channel when buying food.
Modern shopping channels like supermarket, department store are prioritized to choose when purchasing clothes and
beauty products.
Food Necessities Clothes Durable High-tech items
%
Wet market 82 12 15 1 0
Super market 15 52 36 13 1
Convenient store 2 6 5 0 0
Grocery store 0 26 0 0 0
Commercial center 0 3 14 8 4
Boutique 0 0 15 2 3
Showroom 0 0 1 14 12
Electronic supermarket 0 0 0 63 81
Online shopping 0 0 1 0 0
TV shopping 0 1 0 0 0
Buying products from oversea
0 0 2 0 0
Multilevel selling channel 0 0 1 0 0
Fashion shop
0 0 10 0 0
Base on all respondents , N = 300

32. Other information

33. Media habit
Beside TV, magazine and newspaper, WOM (word of mouth) is also an important communication
channel to approach middle aged women.
Talking to family 100 %
Watching movies on TV 100
Watching TV 100
Talking to friends 97
Reading newspapers 82
Reading magazines 62
See the posters, display advertising on the street 53
Online or log in email by internet at home 49
See ads on public transport 47
See ads on LCD in buildings 37
Read leaflets on newspapers 25
Watch movies in the cinema 15
Read free distributed newspapers/ picture magazines 12
Listen radio 10
Use internet or email in internet café. 9
Use internet or email by mobile phone 8
Base on all respondents, N = 300

34. Media habit
7AM – 10AM is the time to read newspapers and magazines of middle age women.
6PM – 10PM, they spend time with family, watching TV and surfing internet at home.
Talk to Talk to Read Read Internet at
Watch TV family friend newspapers magazines home
5AM 1 1 0 0 0 0
6AM 5 8 1 14 4 0
7AM 9 20 6 47 28 3
8AM 10 13 17 45 34 8
9AM 13 11 31 28 23 18
10AM 18 15 35 18 19 18
11AM 37 28 24 9 15 12
12PM 44 35 10 7 11 8
1PM 26 12 9 5 8 2
2PM 5 4 15 4 11 10
3PM 6 5 27 5 12 8
4PM 6 11 27 5 8 11
5PM 12 29 26 4 5 12
6PM 34 59 21 3 4 15
7PM 71 73 18 4 5 32
8PM 86 76 15 4 8 38
9PM 78 55 9 4 5 30
10PM 55 28 3 2 4 26
11PM 17 8 1 0 2 9
12AM 2 0 0 0 0 4
Base on,
300 300 290 247 186 146
N=
Base on all respondents, N = 300

35. Favorite characters
Cam Ly, pressman Lai Van Sam and singer My Tam are 3 most favorite person of middle aged women.
Amongst, Cam Ly is especially liked in HCMC, women in Hanoi prefer pressman Lai Van Sam and My Tam have
the enthusiastic supporting from hometown audiences – Da Nang.
TOTAL HCMC HA NOI DA NANG %
Singer Cam Ly 16 28 4 15
Pressman
15 0 26 19
Lai Van Sam
Singer My Tam 14 5 9 28
Singer
13 16 9 14
Dam Vinh Hung
Singer
Quang Dung 9 10 8 9
President
9 6 7 14
Ho Chi Minh
Composer 8 6 6 13
Trinh Cong Son
Comedian
8 12 2 9
Hoai Linh
N=150 N=50 N=50 N=50

36. Favorite TVCs
Vinamilk funny TVC ( laughing cow) impressed many middle aged women. Besides, women in HCMC
especially like Sunsilk creative TVCs more than others.
TOTAL HCMC HA NOI DA NANG
%
Pure Vinamilk with 22 16 21 29
laughing cow TVC
Sunsilk Creative
Shampoo TVC 5 10 4 2
Creative Comfort – Comfee
family TVC 5 5 7 2
Knorr MSG TVC 4 2 2 7
Anlene milk – actress
Michelle Yoeh 3 3 5 1
N=300 N=100 N=100 N=100

37. CONCLUSIONS

38. Income Health care activities
- They are dynamic women, - Almost having no health problem, just 17% of
manage both official works and them have health problem, among that,
their own business. hypertension is most common.
- Earn 20 million VND/month - 3 actions to protect health:
majorly from their own business.
1.Earobic, GYM or Yoga in gymnasium or
at home.
Family vs. Work 2. Periodic health check
- Family is the most interesting. 3. Drinking milk: choose Vinamilk
- However, spending more time on
working to develop their own
career and business. Beauty care activities
- 11% women have own business - 59% have gone to the spa with the once a
still work on the weekend. month frequency to have skin and body care
- Favorite fashion style: elegant, simple not so
Objectives of life prominent and youthful basing on their own
taste.
1. Invest for their children
- Favorite color: White and black, women in Da
2. Develop their own business
Nang especially prefer pink than others.
3. Purchase house/ car
4. Invest in gold and real estate
Entertainment activities
5. Be promoted, increase salary
- 3 common entertainment activities to do:
Study enjoy time with their family, watching TV and
30 – 40 year old women shopping.
- 32% have joined courses for
developing career/ job: - Desired to do activity: travelling
- Foreign language - Favorite domestic destination: Nha
Trang, Da Lat, Vung Tau.
- College/ second degree
- Fovorite oversea destination: Thailand,
- Master/ Doctor Singapore, China

39. Income Health care activities
- Women in HCM.C: income from their
- About 50% of them have health problem, majorly
own business
Osteoporosis, rheumatoid and hypertension.
- Women in Ha Noi: Most of them act
- 3 health care activities:
housewife role, income from invest in
gold/ real estate 1. Naturalpathic physical exercises, jogging or
yoga in place close to their home like parks.
- Women in Da Nang: Majorly employee,
income from monthly salary. 2. Periodic health check
3. Drink milk: choose Anlene
Family vs. Work
- Family is the most interesting.
Beauty care activities
- Tend to spend less time on working to
take care of family and their own - 36% of them have gone to the spa with once a
health. month to have skin and body care.
- 9% of them are business owners, - Favorite fashion style: elegant, not so
majorly in HCM.C and still work in the prominent, base on their own taste and have
weekend. to be mature and respectable.
- Favorite color: White and black, Da Nang
Objectives of life especially prefer pink than black.
1. Invest for their children
2. Developing their own business Entertainment activities
3. Investing in gold/ real estate - 3 common entertainment activities to do:
enjoying time with family, watching TV and
45 – 55 year old women
Study shopping.
- Desired to do activity: traveling
- Only 15% of them have joined some
- Favorite domestic destinations: Nha
courses, the major take cooking or Trang, Da Lat, Vung Tau and Ha Long
make-up course. Remainder learn bay.
foreign language. - Favorite oversea destination: Thailand,
Singapore, China

40. General purchase behavior and Communication channel to approach middle aged
women (30 – 55 year old) include:
 Beside food, clothes/ beauty product and transport and communication are most major monthly
expenditure of middle women. In the “storm of price” period, expenditure for clothes/ beauty
product is maximum cuts.
 In addition, they take 14 % excerpt of total monthly income for saving and 7% for gold and real
estate investing. Women in Hanoi especially invest more in gold and real estate (9%).
 Middle age women are main decision makers for almost family’s durables:
 Purchasing by following their own taste and prefer prestigious manufacturers.
 Do not like online shopping
 Search for information before making purchase
 Care about function more than design.
 Main shopping channel: market and super market
 Buy food in the market majorly.
 Supermarket and modern channel likes commercial center, boutique are main shopping channel for
clothes and beauty product.
 WOM (word of mouth) is the most important channel to approach middle age women beside
newspaper, magazine, radio and internet. They interact and talk to friends and family almost day:
 8 – 11AM & 3 – 7PM: Chatting with friends
 6 – 9PM: Talking to family
 Favorite person of middle age in each city is different:
 HCMC: Cam Ly
 Ha Noi: Pressman Lai Van Sam
 Da Nang: My Tam

41. THANK YOU!