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Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011
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Khảo sát hành vi mua hàng trực tuyến và mua hàng theo nhóm của người Việt Nam 10/2011

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  • 1. Market research top-line October 2011 HCMC HA NOI DA NANG Highlight: CUSTOMERS BEHAVIOR INSIGHTS ON ONLINE SHOPPING & GROUPON
  • 2. A brief introduction  Viettrack is a monthly research news-letter developed by FTA Research & Consultant, the member of ESOMAR. 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 – October 2011:  Sample size: N=300; in which:  HCMC = HN = DN = N=100  Gender: Male, female  SEC: ABCD  Age: 16 – 35  Frequency of using internet at least 3 times per week & ever purchased products/ services by online
  • 3. BEHAVIOR ON ONLINE SHOPPING
  • 4. Purpose of using Internet • Beside using internet for online shopping, consumers usually use internet for searching information, updating information & chatting, surfing on social networks (Facebook, Zing me…). There is no significant difference across these areas. TOTAL HCMC HN DN Online shopping 100 100 100 100 Searching information 92 94 98 84 Reading/ Updating news 91 87 87 98 Chatting 86 79 95 85Surfing on social networks 83 77 87 84 Email 60 62 72 45 Surfing on forums 46 37 69 32 N= 300 N= 100 N= 100 N= 100 Base on all respondents
  • 5. Source of information • The source of information of awareness and purchasing on online shopping that mainly affect on their trust. Hence, the sources mainly come from “recommendation from relatives/ friends/ colleague”, “links from social networks”. TOTAL HCMC HN DN Recommend from relatives/ friends/ colleague 90 90 90 90 59 59 59 59 The links from social networks 76 76 76 76 42 42 42 42 Self-searching information 70 70 70 70 37 37 37 37The links/ pop – up/ banners from the other website 59 59 59 59 22 22 22 22 The links from Yahoo/ Skype… 65 65 65 65 15 15 15 15 Posters/ banners/ leaflets 25 25 25 25 5 5 5 5 SMS 21 21 21 21 3 3 3 3 N= 300 N= 100 N= 100 N= 100 Soure of information that effect on purchasing Source of awareness
  • 6. Online shopping – Products & Services• The fashionable products (clothing, bag, glass…) are one of key products that female especially often buy it. While male usually purchase electronics products/ electrical appliances• In addition, consumers in Hanoi usually purchase products such as cosmetics, cellphone, souvenir etc… Consumers in Danang usually book tickets/ air tickets by online. LOCATION GENDER AGE PRODUCTS/ SERVICES TOTAL HCMC HN DN Male Female 16 - 25 26 - 35 N=300 N=100 N=100 N=100 N=150 N=150 N=150 N=150 Clothing/ Garment/ Textiles 70 51 84 74 59 81 74 65 Electronics/ Electrical appliances 40 43 50 27 51 29 34 46 Cosmetics 39 28 61 27 27 50 41 37 Cell phone/ telephone 37 30 51 31 51 24 35 39 Souvenir 29 19 42 25 26 31 33 25 Tickets booking service 29 7 26 53 32 25 23 34 Hotels/ restaurants/ coffee shop/ Foods 23 13 35 20 25 21 25 21 Beauty services 21 15 32 15 11 31 17 24 Stationery 20 6 30 24 19 21 24 16 Travel/ tourism 16 10 28 10 15 17 9 23 Transports 11 14 11 9 15 8 8 15 Base on all respondents
  • 7. Key words for searching online shopping CLOTHING/ GARMENT/ FASHION “Quần áo giày dép” “Quần áo” “Thời trang” “Sản phẩm thời trang”ELECTONICS/ ELECTRICALAPPLIANCES“Điện tử” CELL PHONE“Điện tử online/ trực tuyến” “Điện thoại”“Chợ điện tử” “Điện thoại di động” “Điện thoại online” “Điện thoại ifone/ Nokia”… COSMETICS “Mỹ phẩm” “Hóa mỹ phẩm trực tuyến/ online” “Nước hoa”
  • 8. Websites – Reference & shopping • Consumers in HCMC usually purchase products/ services at these websites such as 123mua.vn, vatgia.com and 5giay.vn • Consumers in Hanoi often purchase products/ services at enbac.com • The main websites are purchased by consumers in Danang: 123mua.vn, individual shops on social networks. TOTAL HCMC HN DN 123mua.vn 61 55 57 70 31 29 23 41 enbac.com 57 40 5 12 65 89 51 69 vatgia.com 53 41 70 48 26 23 35 20Individual shops on social networks 45 32 47 21 9 16 39 56 muabanhangngay.com 41 21 58 44 10 7 11 12 5giay.vn 41 57 38 16 29 4 16 29 muahangtructuyen.com.vn 37 12 6 12 16 54 13 44 ebay.vn 33 17 9 21 17 40 24 37 muasam.caigi.com 29 5 0 12 4 43 10 32 thegioitructuyen.vn 28 7 3 11 11 46 6 26 sanphamtieudung.com 6 28 48 10 53 4 24 chodientu.vn 7 23 3 13 12 34 7 23 dokhuyenmai.com 22 8 23 9 20 7 23 8 Websites of manufacturers 13 1 28 2 10 1 ebank.vtc.vn 3 9 17 3 10 5 11 infovn.com.vn 3 1 11 48 27 1 vimua.com 26 4 10 1 8 mobivi.vn 2 1 3 1 N= 300 N= 100 N= 100 N= 100 Website - Shopping Website - Reference
  • 9. The level of satisfaction about online shopping• Regarding the satisfaction of consumers on the websites that they ever purchased, we found that their satisfaction are quite good with professional & long establishment websites. Individual shops on social networks are not received the good score as others. enbac. 123mua. Vatgia. Social 5giay. com com com networks com Means 4.11 4.06 3.97 3.88 3.98 Top 2 boxes (T2B) 86 81 81 81 78 Definitely satisfaction 7 18 22 25 27 Satisfaction 74 Neutral/ normal 63 56 61 54 Disatisfaction 18 18 19 20 Definitely disatisfaction 14 1 2 0 2 N= 112 N= 83 N= 67 N= 57 N= 45 Base on top 5 websites
  • 10. Spontaneous satisfaction factors about online shopping enbac.com 123mua.vn vatgia.com Social 5giay.vn SATISFACTION FACTORS networks N=112 N=83 N=67 N=57 N=45 THE QUALITY/ QUANTITY PRODUCTS 93 94 84 84 91 Have many products 46 42 55 26 16 High quality product 42 52 51 53 62 METHODS OF PAYMENT 89 96 79 93 96 Have many flexible methods of payment 60 69 60 80 85 Easy payment 33 27 25 23 11 Fast payment 18 23 15 18 4 THE PROCESS OF ORDER/ PURCHASE 88 100 88 97 91 Easy order 61 70 52 61 69 The process of order is quick 48 65 37 49 51 PRICE 88 88 76 81 87 Valued for money 77 82 15 70 80 Cheap price 13 10 22 12 4 DELIVERY 79 89 78 79 89 Fast delivery 33 35 60 25 33 Delivery on-time 21 23 16 19 18 Delivery to be followed request 13 36 5 23 40 PROMOTION 53 60 55 26 36 Have many attractive promotion 31 24 13 23 18 Record mark when purchasing/ Discount when buy in quantitives 18 28 34 2 13 Base on top 5 websites
  • 11. Important factors• “Good quality & prestige of suppliers” are the priority factors that consumers pay more attention when they are doing shopping online. Next are “have many choices on products/ services, “simple procedure”, “delivery at home” & “valued for Top 2 money”. Means boxes Good quality products/ services 2 26 71 97 4.69 Prestige’s suppliers 2 5 32 61 93 4.53 Have many products/ services 1 9 25 64 89 4.51 Simple procedure 1 9 29 62 91 4.51 Delivery at home 1 8 30 61 91 4.50 Valued for money 1 8 31 60 91 4.50 Could change products if dissatisfaction 6 33 58 91 4.47 Quick delivery 10 33 57 90 4.47 Delivery with free of charge 3 10 33 54 87 4.38 Attractive price 1 10 36 52 88 4.38 Have many ways of payment 1 12 33 53 86 4.37 Have many attractive promotion 3 9 36 52 88 4.37 Friendly salesperson 2 2 8 39 49 88 4.32 Professional staff s 2 5 8 39 46 85 4.22 Easy to use interface 4 2 17 32 46 78 4.14 76 4.13 Easy to remember domain 3 4 16 29 47 79 4.11 Popular websites 2 8 11 36 43 71 4.03 Nice/ attractive interface 3 5 21 29 42 Definitely not important Not important Normal/ Neutral Some what important Definitely important Base on all respondents N= 300
  • 12. Convenience and inconvenience of online shopping • The number of consumers use online shopping are increasing more & more than before because of some conveniences from this. These are also the differentiation factors vs. offline “saving time, flexible on time of purchasing, delivery at home, simple procedure & diversified products”. • However, the key inconvenient attributes of online shopping are the most important elements that consumers considerate . Thus, to ensure the quality of products/ services is one of the important factors that suppliers need to take into consideration & remain. Total HCMC HN DN N= 300 N= 100 N= 100 N=100 Convenience of online shopping Saving time and money 45 55 43 36 Can purchase everywhere 28 25 20 38 Convenience (easy to use, delivery at home..) 21 20 18 24 The process of purchase/ order is simple and quickly 14 12 20 9 Have many products for choosing 13 10 13 15Convenience to make reference price and comments about products/ services 12 8 12 17 Inconvenience of online shopping Don’t know the real quality in comparison with the describe quality 32 37 11 49 Products can not be changed after delivery 19 4 22 32 Base on all respondents
  • 13. Purchasing and usage behavior of online voucher
  • 14. Overview of online Voucher
  • 15. Origin of online voucher Online Voucher is a form of selling voucher by online, which is come from Groupon (Groupon stands for Group & Coupon; that means of discount selling belong to group). Groupon is an online business model with “win-win-win”, it profits to merchants, users, and the websites purchasing with group. According to this model, consumers will buy products/ services with reasonable price ( discount from 50% to 90%).  The merchants have more opportunities to get new potential consumers with low expenses. They also have opportunities to introduce new products and sell other services to consumers from Groupon.  The websites (who distribute the Groupon) get profits from discounting on total turnover. Source: from Internet
  • 16. Popular websites - distributing online voucher Source: Collect from Internet
  • 17. Opportunities and Threats analysis of suppliers Low marketing Finding potential Is recommended cost and quick Push the stock consumers & broadcasted effective on products awareness OPPORTUNITIES THREATS Most of suppliers have Suppliers use promotion too not had solution for much, customers will only keeping the loyalty of purchase products if they new consumers have promotion Source: from Internet
  • 18. Opportunities and Threats analysis of distributor 26.8 million Inflation, people use Consumers like Shopping behavior internet ~ 31% concern on the promotion of consumers population price OPPORTUNITIES THREATS Vietnamese Not specialize The suppliers are consumers Manage the Not good at products/ not realize about have not process of quality control services on each benefits of this believed on ordering/ of products/ website kind of business this kind of delivery services from business suppliers Source: from Internet *: Report of NetCitizens Vietnam 2011
  • 19. Target – Potential consumers The people usually use internet, consumers have online shopping behavior . Location: key cities Target Occupation: student and office worker consumers Age: 16 – 35 Gender: Female (mainly) Habits and behavior: they like promotion products/ services The people usually use internet but have not had online shopping behavior Location: others urban cities (Binh Duong, Bien Hoa, Vung Tau, Hai Phong…) Potential consumers Gender: female Age: >35. Habits and behavior: have shopping demands but rarely using internet for shopping Source: from Internet
  • 20. Online voucher awareness• Consumers in HCMC aware the online voucher more than 2 others cites: HN & DN.• It seems HCMC is one of the location is applied this kind of business. Hence, the rate of awareness is higher than others. TOTAL HCMC HN DN 29 44 52 Yes 83 71 No 56 48 17 N=300 N=100 N=100 N=100 Base on all respondents
  • 21. Source of online voucher awareness • In general, the source of information mainly come from WOM “recommendation from relatives/ friends / colleague”. • Next are “links from social networks” & “links/ pop – up/ banners from the other website” TOTAL HCMC HN DN 93 90 96 93Recommendation from relatives/ colleagues/ friends 62 45 68 64 The links from social networks 55 41 64 54The links/ pop – up/ banners from the other website 41 27 49 Self-searching information 42 37 44 37 The links from Yahoo/ Skype… 39 24 23 22 Posters/ banners/ leaflets 22 17 16 23 Outdoor billboards 20 21 18 8 SMS 14 * Sample size is very small Base on the respondents aware of online voucher
  • 22. Websites awareness – selling online voucher • There are top 4 websites distribute online voucher such as muachung.vn, muanhanh.net, cungmua.com & nhommua.com TOTAL HCMC HN DN muachung.vn 76 86 80 41 85 94 89 55 muanhanh.net 46 43 73 14 69 74 86 31 cungmua.com 39 31 50 41 62 63 71 45 nhommua.com 38 25 66 31 60 59 61 55muachungvietnam.net 23 19 41 7 49 53 55 31 7 Top of mind (TOM) voucher.vn 21 23 27 30 39 27 10 Aided * Sample size is very small Base on the respondents aware of online voucher
  • 23. Have consumers ever bought online voucher?• Base on those consumers aware online voucher, we found that the rate of buying online voucher mainly focus on HCMC. Perhaps, it could prove that the power of purchasing of consumers in HCMC is higher than others. TOTAL HCMC HN DN 11 35 Yes 42 60 89 65 No 58 40 * Sample size is very small Base on the respondents aware of online voucher
  • 24. Websites that consumers have ever bought online voucher• Muachung.vn & nhommua.com are 2 websites that have been accessed and bought more than others.• Consumers in Da Nang prefer buying products/ services in “nhommua.com” to other websites. TOTAL HCMC HN DN muachung.vn 65 74 60 20 nhommua.com 35 32 20 60 muanhanh.net 29 30 80 0 cungmua.com 19 18 40 10 voucher.vn 14 10 80 0 muachungvietnam.net 12 14 20 0 * Sample size is very small Base on the respondents have ever bought online voucher
  • 25. Products/ Services have been bought by voucher• Consumers often buy products/ services are relevant to “ Fashion products”, “Souvenir”, “Food & drinking services” and “Beauty services” Total HCMC Ha Noi Da Nang N=65 N=50 N=5* N=10* Fashion products 52 50 100 40 Souvenir 32 32 40 30Hotel/ Restaurant/ Coffee shop... services 28 26 20 40 Beauty services 28 16 60 70 Cosmetics 23 22 80 _ Electronics/ Eletrical appliances 23 28 _ 10 Travel/ Tourism services 17 12 20 40 * Sample size is very small Base on the respondents have bought Voucher
  • 26. The types of Voucher that consumers desire to get• Currently, consumers mainly get Voucher with 3 types: card, SMS & paper voucher.• Consumers mainly desire to get Card Voucher (the same as the name-card) because this type could give the trust more than others. TOTAL HCM HN ĐN Card Voucher 74 80 100 50 40 30 SMS Voucher 35 0 Paper Voucher 30 34 32 20 N=65 N=50 N=5* N=10* * Sample size is very small Base on the respondents have ever bought online voucher
  • 27. Level of satisfaction• The rate of consumers satisfy with “muachung.vn” is better than the other players. muachung. nhommua. muanhanh. cungmua. muachung vn voucher.vn com net com vietnam.net Means 4 3.73 3.63 3.29 3.88 3.86 Top 2 box 93 64 63 29 76 86 Definitely satisfied 7 9 12 29 Satisfied 62 55 63 86 Neutral/normal 86 71 Dissatisfied 36 38 25 Definitely dissatisfied 14 7 N=42 N=22* N=16* N=7* N=8* N=7* * Sample size is very small Base on the top 6 websites are best–selling
  • 28. Spontaneous satisfaction• The mainly satisfaction factors are “ Quality of products” and “Price”. The factors “Methods of payment” and “Process of buying/ order” are same among voucher suppliers. muachung.vn nhommua.com muanhanh.net cungmua.com voucher.vn muachung SATISFACTION FACTORS vietnam.net N=42 N=22* N=16* N=7* N=8* N=7* THE PROCESS OF BUYING/ ORDER 93 91 94 86 88 86 Easy order 74 59 69 57 75 57 The process of buying/order is quick 52 55 56 57 50 57 METHODS OF PAYMENT 93 82 94 100 100 100 Easy payment 38 27 63 29 63 29 The Process of payment is quick 29 14 6 29 13 29 Fast payment by money 12 18 _ 14 13 14 Multiform methods of payment 7 14 6 43 25 43 DELIVERY 91 82 100 86 75 86 Delivery on-time 48 23 31 43 50 43 Enough quantity 33 27 50 29 13 29 Delivery to be followed request 31 9 31 _ _ _ QUANTITY/QUALITY PRODUCTS 86 64 94 71 63 71 Good product valued for money 74 46 63 43 38 43 Have many product 29 9 19 29 63 29 Attractive products 2 5 13 _ _ _ PRICE 69 59 50 71 75 71 Suitable price 64 36 44 57 50 57 More discount 7 23 6 _ 25 _ PROMOTION 67 41 44 86 88 86 Have many promotion 45 23 31 29 63 29 To accumulate marks 19 14 6 _ _ 29 * Sample size is very small Base on the top 6 websites are best–selling
  • 29. Spontaneous dissatisfaction• The mainly dissatisfaction factors are “ Quality of products” and “ Not on-time in delivery”. muachung.vn nhommua. muanhanh. cungmua. voucher.vn DISSATISFACTION FACTORS com net com N=42 N=22* N=16* N=7* N=8* QUALITY/ QUANTITY OF PRODUCTS 12 23 13 43 13 Not good quality _ 18 6 29 _ Products which received are not beautiful as advertising 2 5 _ 14 13 The quality of products is not same _ _ _ 14 _ DELIVERY 7 9 _ 14 13 Not on-time 7 9 _ 14 13 * Sample size is very small Base on the top 6 websites are best–selling
  • 30. The trend of Groupon in the future• In general, consumers found that shopping with Groupon (online voucher) will have a good development in the near future. It could be become a new trend in shopping. Hence, the distributor of online voucher should control the “quality" of suppliers to build the reliability & brand-name for developing in long term. TOTAL HCM HN DNBecome a new trend for shoppingTaking a considerable part in form of 71 70 70buying 80Definitely replace the off-line shopping 10 22 24Nothing change 20 20 5 2 3 4 Base on all the respondents
  • 31. Thank you
  • 32. Thank you

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