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Marketing Research Association, USAThe first agency in Vietnam certified 20252 by British Standards Institute
Market research top-line                                    November 2011             HCMC                   HA NOI       ...
A brief introduction   Viettrack is a monthly research news-letter developed by FTA Research &    Consultant, the member ...
THE ENTERTAINMENT HABIT OF        CONSUMERS
Entertainment activities have been joined in the past 3 months     • Watching films and listen to music are two entertainm...
Frequency of joining in entertainment activities - Total    • Watching films is one of entertainment activities that consu...
Frequency of joining in entertainment activities - HCMC    • Watching films, listen to music, go to coffee shop are top 3 ...
Frequency of joining in entertainment activities - Hanoi    • Somewhat different to consumers in HCMC & DN, consumers in H...
Frequency of joining in entertainment activities - DN    • The frequency of “carousing” of consumers in Da Nang is more th...
Place of watching film      • Beside watching film at home, consumers also watching film at the cinema. The rate of watchi...
HOW TO CHOOSE THE CINEMA   FOR WATCHING FILM
Source of information      • The main source of information to aware cinema is “Recommended from friends/ family”. It seem...
Which cinema do consumers often watch film• In HCMC, the cinema system are quite multiform from premium to mainstream. Thu...
Level of satisfaction about quality services of     cinema – HCMC   • “Sound system” & “high quality images” are the main ...
Level of satisfaction about quality services of     cinema – Hanoi   Similar to HCMC.                        Megastar    Q...
Level of satisfaction about quality services of  cinema – Danang• Consumers in Da Nang have less choices on cinema system ...
Important factors for choosing the cinema - Total    • Most of consumers love to watching film at the cinema because of th...
Important factors for choosing the cinema - HCMC    • There are many cinema system in HCMC. Thus, consumers in HCMC have m...
Important factors for choosing the cinema – Ha Noi         • Similar to HCMC. The important factors for choosing the cinem...
Important factors when choosing the cinema – Da Nang    • The demand for choosing the cinema of consumers in Danang is not...
Price acceptance to purchase a ticket of 2D movie • In general, most of consumers are willing to pay 60,000 VND for a tick...
Price acceptance to purchase a ticket of 3D movie• Regarding 3D movies, most of consumers are willing to pay more than the...
Favorite type of films• Action, comedy and romantic film are 3 types of film that consumers prefer. That is one of reasons...
Favorite type of compilation• In general, “dubbing” is the type of compilation that consumers like the most (HCMC & DN).• ...
Vietnamese                                             ForeignerActor/Actress   Favorite Actor/Actress                Acto...
ADVERTISING AT CINEMA
Types of advertising at cinema• At cinema, consumers often remember outdoor advertising such as banner/ poster/ billboards...
Advertising awareness at cinema• Regarding advertising awareness at cinema, most of consumers remember brands of beverage....
Assessment on advertising at cinema     • Assessment on advertising at cinema, we found that:            Advertising at c...
Thank you
Marketing Research Association, USAThe first agency in Vietnam certified 20252 by British Standards Institute
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Khảo sát nhu cầu giải trí, xem phim của người dùng từ 15-55 ở Việt Nam (eng version)

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Transcript of "Khảo sát nhu cầu giải trí, xem phim của người dùng từ 15-55 ở Việt Nam (eng version)"

  1. 1. Marketing Research Association, USAThe first agency in Vietnam certified 20252 by British Standards Institute
  2. 2. Market research top-line November 2011 HCMC HA NOI DA NANG TOPIC: THE PRACTICE OF WATCHING FILM & ENTERTAINMENT OF CONSUMERS IN AGE 15 – 55
  3. 3. 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 - November 2011:  Sample size: N = 300; in which:  HCMC = Ha Noi = Da Nang = N=100  Gender: Male & Female  SEC: ABCD  Age: 15 – 55  Like watching film if they have free time
  4. 4. THE ENTERTAINMENT HABIT OF CONSUMERS
  5. 5. Entertainment activities have been joined in the past 3 months • Watching films and listen to music are two entertainment activities that consumers like the most. Consumers have a trend to join the outside activities (shopping, go to coffee shop, carousing, take a walk on the city center…) on weekends more than working days (From Monday to Friday) TOTAL HCMC HN DNWatching films (at the cinema, 91 92 98 87 at home…) 97 95 100 95 78 87 73 73 Listen to music 84 74 84 94 Go to coffee shop 75 75 65 86 57 59 39 74 46 Reading books 41 31 47 45 32 61 42 Playing game 37 39 25 46 36 35 39 33 Carousing 76 55 80 94 35 21 30 53 Take a walk in shopping mall 56 37 60 72 30 12 25 52 Go to shopping 68 58 73 74 25 15 21 39 Go to the park 32 40 35 20 12 27 5 3 Go to the countryside 8 46 19 62 58 3 9 12 N=300 N=100 N=100 N=100 Activities on weekends Activities from working days Base on all respondents
  6. 6. Frequency of joining in entertainment activities - Total • Watching films is one of entertainment activities that consumers spend more time than others. Means TOTAL (times/month)Watching films (in the cinema, at home…) 112 25.62 10 12 74 Listen to music 20.11 11 14 3 14 18 49 Go to coffee shop 14 5 13 11 29 13 15 10.92 Reading books 45 2 9 4 13 12 15 8.65 Playing game 53 2 4 2 13 12 14 7.97 Carousing 19 16 19 14 27 5 5.02 Take a walk on the city center 37 12 16 8 17 8 2 4.92 Go to shopping 26 16 26 18 11 12 3.62 Go to the park 62 13 8 11 4 2 1.52 Go to the countryside 50 40 2 6 2 0.78 Never 1 time/month 2-3 times/month 1 time/week 2-3 times/week 4-6 times/week Everyday Base on all respondents N=300
  7. 7. Frequency of joining in entertainment activities - HCMC • Watching films, listen to music, go to coffee shop are top 3 activities in HCMC that have the high level of frequency of joining in entertainment activities. Means HCMC (times/month)Watching films (in the cinema, at home…) 4 96 29.6 Listen to music 22.52 10 121 13 8 65 Go to coffee shop 16 3 16 9 29 9 18 10.99 Reading books 56 2 8 4 14 7 9 5.94 Playing game 52 2 11 1 10 10 14 7.68 Carousing 38 12 21 13 15 1 2.98 Take a walk on the city center 59 10 16 6 9 1.79 Go to shopping 34 17 30 13 5 1 2.4 Go to the park 47 8 18 14 9 4 3.25 Go to the countryside 79 19 11 0.26 Never 1 time/month 2-3 times/month 1 time/week 2-3 times/week 4-6 times/week Everyday N=100
  8. 8. Frequency of joining in entertainment activities - Hanoi • Somewhat different to consumers in HCMC & DN, consumers in Hanoi like to go to the countryside for entertainment around once per month. • The rate of “reading books” of consumers in Hanoi is higher than other areas. Means HN (times/month)Watching films (in the cinema, at home…) 21 24.81 11 22 64 Listen to music 4 2 3 21.36 19 23 49 Go to coffee shop 17 10 17 16 30 9 1 6.28 Reading books 33 4 4 5 10 19 25 12.63 Playing game 55 12 15 15 12 8.19 Carousing 12 25 20 6 35 2 5.1 Take a walk on the city center 25 22 16 14 15 8 4.31 Go to shopping 20 24 31 13 5 2 5 4.21 Go to the park 60 20 4 16 0.76 Go to the countryside 30 65 41 0.95 Never 1 time/month 2-3 times/month 1 time/week 2-3 times/week 4-6 times/week Everyday N=100
  9. 9. Frequency of joining in entertainment activities - DN • The frequency of “carousing” of consumers in Da Nang is more than consumers in HCMC & HN. It could be explained that there are not have a lot of entertainment places for consumers in Danang. Hence, they have a limit choice on entertainment activities. Means DN (times/monthWatching films (in the cinema, at home…) 3 2 6 22.46 17 11 61 Listen to music 16.45 18 1 8 5 11 22 35 Go to coffee shop 8 2 7 7 28 22 26 15.48 Reading books 47 1 13 2 16 11 10 7.38 Playing game 53 23 4 13 10 15 8.04 Carousing 6 10 17 24 30 13 6.98 Take a walk on the city center 26 3 16 4 29 16 6 8.67 Go to shopping 23 7 18 27 23 11 4.26 Go to the park 80 12 3 41 0.54 Go to the countryside 42 37 6 13 2 1.14 Never 1 time/month 2-3 times/month 1 time/week 2-3 times/week 4-6 times/week Everyday N=100
  10. 10. Place of watching film • Beside watching film at home, consumers also watching film at the cinema. The rate of watching film at the cinema is growing faster than some years ago. This result is shown that the trend of watching film at the cinema is growing. In addition, we also recognize that the cinema system is being invested & developed both quantity and quality to meet the consumers needs. • There are no significant difference across these areas. TOTAL HCMC HN DN Watching at home 47 100 57 100 41 100 44 99 Watching at cinema 41 39 48 37 60 60 60 60 3 0 1 8Watching on computer at home 46 38 43 57 Watching on VCD/DVD player 6 4 6 8 at home 45 35 56 44 2 0 0 3 Watching at coffee shop 8 1 0 24 1 0 4 0 Watching at internet shop 8 6 16 3 N=300 N=100 N=100 N=100 The place that consumer like the most The place that consumers often watch film Base on all respondents
  11. 11. HOW TO CHOOSE THE CINEMA FOR WATCHING FILM
  12. 12. Source of information • The main source of information to aware cinema is “Recommended from friends/ family”. It seems WOM is still more reliable source than others. Especially, this is one of the most popular source towards Vietnamese consumers. Next are “Seeing signboard on the way” & “Leaflet”. TOTAL HCMC HN DNRecommended from friends/family 82 80 90 78 Seeing signboard on the way 58 67 68 37 Leaflet 55 51 67 48 Billboards 47 58 52 30 Internet 36 33 47 30 Shopping center 34 45 42 13 Magazines 21 19 27 17 Newspaper 14 21 5 15 N=180 N=60 N=60 N=60 Based on the respondents those have ever watched film at the cinema in the past 3 months
  13. 13. Which cinema do consumers often watch film• In HCMC, the cinema system are quite multiform from premium to mainstream. Thus, consumers in HCMC have more choices on cinema in comparison with other areas. Among these cinema system, we found that Galaxy and Megastar are standing out in the cinema system in HCMC.• While consumers in HN and DN have less choice than consumers in HCMC. Hence, Megastar is the best choice for them when they would like go to the cinema. Galaxy Group 27 Megastar Group 21 Thang Long Cinema 15 Ho Chi Minh Dong Da Cinema 15 N = 60 Lotte Cinema 8 Cinebox Group 8 Tan Son Nhat Cinema 6 Megastar Vincom 42 Ha Noi Quoc Gia Cinema 40 N = 60 Thang 8 Cinema 12 Ngoc Khanh Cinema 6 Megastar Vinh Trung 78 Da Nang Le Do Cinema 12 N = 60 Based on the respondents those have ever watched film at the cinema in the past 3 months
  14. 14. Level of satisfaction about quality services of cinema – HCMC • “Sound system” & “high quality images” are the main reason that is also the key important factor for consumers to consider & evaluate the quality service of cinema system. They go to the cinema for watching film because they would like to get “real feeling” with the real and lively sound system & high quality images. Galaxy Megastar Group Group Means 4.13 4.00 Top 2 Boxes 100% 100%Definitely satisfied 13 Galaxy Megastar Reason for satisfaction Group GroupSatisfied N=18* N=14*Normal High quality images 50 67 100 87 The sound system is relative and lively 38 50 The rooms are large & have many seats 25 50Dissatified Comfortable seats 25 33 The rooms are clean and well-aired 23 25Defenitely Have many excited films 17 25dissatisfied N=18* N=14* * Sample size is very small Base on respondents watching films at the cinema most often
  15. 15. Level of satisfaction about quality services of cinema – Hanoi Similar to HCMC. Megastar Quoc Gia Vincom Cinema Means 4.41 4.18 Top 2 Boxes 100% 100%Definitely satisfied Megastar Quoc Gia 18 Reason for satisfaction Vincom Cinema 41Satisfied N=25* N=24* The sound system is real and lively 55 55Normal High quality images 47 46 82 Have many excited films 46 18Dissatified 59 The rooms are clean and well-aired 23 18 The rooms are large & have many seats 14 41Defenitely Have many slots for watching films 9 18dissatisfied N=25* N=24* * Sample size is very small Base on respondents watching films at the cinema most often
  16. 16. Level of satisfaction about quality services of cinema – Danang• Consumers in Da Nang have less choices on cinema system than consumers in HCMC and Hanoi. But the important factors for choosing the cinema are the same evaluation with other areas. And those are the reason that they choose Megastar Vinh Trung . Megastar Vinh Trung Means 4.24 Top 2 Boxes 91% Definitely satisfied Megastar 33 Reason for satisfaction Vinh Trung Satisfied N=45 Normal High quality images 64 58 The sound system is relative and lively 44 Dissatified The rooms are clean and well-aired 44 The rooms are large & have many seats 36 9 Defenitely dissatisfied Have many excited films 33 N=45 Base on respondents watching films at the cinema most often
  17. 17. Important factors for choosing the cinema - Total • Most of consumers love to watching film at the cinema because of the outstanding point of image & sound system. Those are the main important factors that consumers to consider & choose the cinema for watching film. In addition, it should have much interesting & new films to attract consumers to go the cinema for watching film. T2B Means High quality images 1 10 51 38 89% 4.26 The sound system is real and lively 2 10 43 45 88% 4.29 Have many excited films 2 10 45 43 88% 4.29 Comfortable seats 2 12 43 43 86% 4.27 The rooms are clean and well-aired 2 14 60 24 84% 4.05 Have many promotion campaigns 1 16 50 33 83% 4.16 Have many “blockbuster” films 3 17 41 39 80% 4.16 The rooms are equipped 3D technology 2 18 42 38 80% 4.16 The rooms are large and have many seats 2 18 55 25 80% 4.03 There are many good songs while waiting time 2 21 59 18 77% 3.91 Have many time slots for watching film 2 22 48 28 76% 4.02 The staffs are enthusiastic & thoughtful 2 22 46 30 76% 4.04 Food & beverage in service area are good 2 23 50 25 75% 3.98 There are many rooms with different size 4 21 56 19 75% 3.9 There are enclosed entertainment service 1 3 22 56 18 74% 3.87 Have many kinds of food & beverage in service area 3 24 51 22 73% 3.92 There are many games for playing while waiting 2 26 49 23 72% 3.9 It’s near my house 3 4 24 44 25 69% 3.84 It’s located in shopping center 2 3 27 48 20 68% 3.79 Parking-lot is big & equipped roof 1 7 26 49 17 66% 3.74 It’s located at central area 3 5 29 51 12 63% 3.65There are equipped small rooms, limit the no. of seats 6 32 29 27 6 33% 2.96 The cinema system’s located many areas in the city 4 30 36 22 8 30% 2.98 Not important at all Not important Normal Somewhat important Very important Base on all respondents N = 300
  18. 18. Important factors for choosing the cinema - HCMC • There are many cinema system in HCMC. Thus, consumers in HCMC have many choices on choosing a cinema for their entertainment. Beside the quality needs on the sound & image, consumers in HCMC also consider the location of cinema. It should be near their home & convenient for traveling. T2B Means Have many excited films 1 8 58 33 91% 4.23 The sound system is real and lively 1 8 65 26 91% 4.16 High quality images 1 10 59 30 89% 4.18 Comfortable seats 1 14 51 34 85% 4.18 Have many promotion campaigns 1 17 55 27 82% 4.08 The rooms are clean and well-aired 1 18 51 30 81% 4.1 It’s near my home 1 18 47 34 81% 4.14 The staffs are enthusiastic & thoughtful 1 21 52 26 78% 4.03 The rooms are large and have many seats 1 21 52 26 78% 4.03 Have many time slots for watching films 1 24 56 19 75% 3.93 There are many rooms with different size 1 24 61 14 75% 3.88 Have many “blockbuster” films 2 24 52 22 74% 3.94 The rooms are equipped 3D technology 2 24 48 26 74% 3.98 There are enclosed entertainment service 3 24 57 16 73% 3.86 It’s located at central area 11 26 62 10 72% 3.79 There are many good songs while waiting time 3 26 60 11 71% 3.79 It’s located in shopping center 1 28 51 20 71% 3.9 Food & beverage in service area are good 2 28 54 16 70% 3.84 Parking-lot is big & equipped roof 1 30 49 20 69% 3.88 There are many games for playing while waiting 12 29 49 19 68% 3.83 Have many kinds of food & beverage in service area 2 31 53 14 67% 3.79There are equipped small rooms, limit the no. of seats 6 23 28 36 7 43% 3.15 The cinema system is located many areas in the city 2 20 36 32 10 42% 3.28 Not important at all Not important Normal Somewhat important Very important N = 100
  19. 19. Important factors for choosing the cinema – Ha Noi • Similar to HCMC. The important factors for choosing the cinema in Hanoi are the same HCMC. Those reasons are met with the reasons that’s why they choose the Megastar Vincom. HN T2B Means The sound system is real and lively 34 66 100% 4.66 High quality images 49 51 100% 4.51 Have many excited films 1 26 73 99% 4.72 Comfortable seats 2 36 62 98% 4.6 The rooms are clean and well-aired 3 68 29 97% 4.26 The rooms are large & have many seats 5 60 35 95% 4.3 The rooms are equipped 3D technology 9 37 54 91% 4.45 Have many “blockbuster” films 10 33 57 90% 4.47 There are many rooms with different size 1 9 59 31 90% 4.2 Have many promotion campaigns 11 42 47 89% 4.36 There are many good songs while waiting time 1 10 66 23 89% 4.11 Have many time slots for watching film 12 46 42 88% 4.3 Food & beverage in service area are good 12 45 43 88% 4.31 Have many kinds of food & beverage in service area 12 56 32 88% 4.2 There are enclosed entertainment service 15 64 21 85% 4.06 It’s near my home 11 13 50 35 85% 4.17 It’s located in shopping center 2 13 58 27 85% 4.1 Have many games for playing while waiting time 16 51 33 84% 4.17 The staffs are enthusiastic & thoughtful 1 17 43 39 82% 4.2 It’s located at central area 2 20 59 19 78% 3.95 Parking-lot is big and equipped roof 14 19 44 23 67% 3.76There are equipped small rooms, limit the no. of seats 8 43 25 14 10 24% 2.75 The cinema system is located many areas in the city 9 40 28 18 5 23% 2.7 Not important at all Not important Normal Somewhat important Very important N = 100
  20. 20. Important factors when choosing the cinema – Da Nang • The demand for choosing the cinema of consumers in Danang is not as strict as consumers in HCMC & Hanoi. The promotion is one of the most important factor to them. The rest are the same with other cities. DN T2B Means Have many promotion campaigns 1 21 52 26 78% 4.03 High quality images 2 20 44 34 78% 4.1 Have many “blockbuster” films 6 18 38 38 76% 4.08 The rooms are equipped 3D technology 4 21 43 32 75% 4.03 Have many excited films 4 21 46 29 75% 4 Comfortable seats 4 21 41 34 75% 4.05 The sound system is real and lively 1 6 21 38 34 72% 3.98 The rooms are clean and well-aired 6 22 60 12 72% 3.78 There are many good songs while waiting time 3 28 52 17 69% 3.83 The staffs are enthusiastic and thoughtful 4 28 42 26 68% 3.9 Food & beverage in service area are good 1 3 29 51 16 67% 3.78 The rooms are large and have many seats 4 29 53 14 67% 3.77 Have many time slots for watching film 5 29 43 23 66% 3.84Have many kinds of food & beverage in service area 8 28 43 21 64% 3.77 There are enclosed entertainment service 2 7 27 48 16 64% 3.69 Have many games for playing while waiting time 5 33 48 14 62% 3.71 Parking-lot is big and equipped roof 2 7 29 54 8 62% 3.59 There are many rooms with different size 10 29 50 11 61% 3.62 It’s located in shopping center 6 7 41 36 10 46% 3.37 It’s near my home 8 10 41 34 7 41% 3.22 It’s is located at central area 8 12 40 32 8 40% 3.2 There are equipped small rooms, limit no. of seats 3 29 35 32 1 33% 2.99The cinema system is located many areas in the city 2 31 43 17 7 24% 2.96 Not important at all Not important Normal Somewhat important Very important N = 100
  21. 21. Price acceptance to purchase a ticket of 2D movie • In general, most of consumers are willing to pay 60,000 VND for a ticket of 2D movies. • There are no significant difference across the areas. TOTALTHE PRICE FOR 1 TICKET - 2D 120,000 100,000 60,000 35,000 VND VND VND VND 3 2 Probably purchase ticket once per week 13 20 or more than 25 49 Probably purchase ticket 1-3 times/month 34 52 84 Probably purchase ticket 2-3 months/ time or less than 33 39 16 8 Definitely not purchase the ticket 12 10 Base on all respondents N = 300
  22. 22. Price acceptance to purchase a ticket of 3D movie• Regarding 3D movies, most of consumers are willing to pay more than the usual price to purchase the ticket. The average price is around 100,000 VND/ ticket. And the frequency of watching is at least once per month (70%).• There are no significant difference between these areas. TOTAL 150,000 120,000 100,000 80,000THE PRICE FOR 1 TICKET-3D VND VND VND VND 6 5 Probably purchase ticket once per week 21 or more than 18 27 47 Probably purchase ticket 1-3 times/month 35 49 Probably purchase ticket 2-3 months/ 76 32 time or less than 16 33 9 Definitely not purchase the ticket 14 12 Base on all respondents N = 300
  23. 23. Favorite type of films• Action, comedy and romantic film are 3 types of film that consumers prefer. That is one of reasons if there is any film that is combined those 3 factors, it will get the high appreciation from audiences. TOTAL HCMC HN DN Action 70 70 67 64 Comedy 58 60 54 57 Romance 48 44 50 52 Martial-arts 39 42 48 28 Science fiction 38 42 39 36 Horror 35 43 29 34 Animate/ Cartoon 23 21 17 30 N=300 N=100 N=100 N=100 Base on all respondents
  24. 24. Favorite type of compilation• In general, “dubbing” is the type of compilation that consumers like the most (HCMC & DN).• On the contrary, most of consumers in Hanoi prefer “voice-over”. It is demonstrated that most of “voice-over” films are done by voice of North people. Hence, the voice is easy to listen & familiar with them. TOTAL HCMC HN DN Dubbing 24 41 41 59 Voice-over 49 23 33 26 Subtitle 36 26 27 15 N=300 N=100 N=100 N=100 Base on all respondents
  25. 25. Vietnamese ForeignerActor/Actress Favorite Actor/Actress Actor/Actress Base on all respondents N = 300
  26. 26. ADVERTISING AT CINEMA
  27. 27. Types of advertising at cinema• At cinema, consumers often remember outdoor advertising such as banner/ poster/ billboards & ads on panoramic screen. Next is ads on banner at the counter. Those are good places that consumers are easy to aware & remember the advertising.• There is no significant difference between these areas. TOTAL HCMC HN DN Ads on outdoor billboards 69 79 64 63 Ads on panoramic screen 56 57 56 55 Ads on banner at the counter 44 58 33 40 Ads on leaflet 40 42 52 26 Poster/ Banner inside the cinema 36 62 25 21 LCD monitor at the waiting area 28 46 18 20 POSM 27 27 38 17 N= 300 N= 100 N= 100 N= 100 Base on all respondents
  28. 28. Advertising awareness at cinema• Regarding advertising awareness at cinema, most of consumers remember brands of beverage. Pepsi & Coco-cola are two brands that consumers could recall the brands as the most. Because these brands are in a favorable position at the service and counter areas in the cinema.• The rate of advertising awareness of HCMC consumers is higher than 2 other areas. TOTAL HCMC HN DN Pepsi 36 47 34 23 49 72 42 33 Coca-cola 31 51 36 6 43 74 44 12 Heneiken 17 22 17 13 26 37 28 14 17 23 23 6 Greentea O0 30 54 28 8 16 25 19 4 Dr. Thanh 24 40 23 8 8 15 5 3 Sting 17 34 15 3 7 9 9 2 V-fresh 16 38 9 2 4 7 3 3 Tiger 10 20 8 3 N= 300 N= 100 N= 100 N= 100 Spontaneous Aided Base on all respondents
  29. 29. Assessment on advertising at cinema • Assessment on advertising at cinema, we found that:  Advertising at cinema is useful for consumers to update product information/ new services. In addition, the advertising at cinema is shown on big screen. Hence, the product is more attractive than usual.  However, advertising at cinema is not enough persuasible consumers to purchase product for trial. They just watch advertising as an entertainment moment to shorten the waiting time. Top 2 TOTAL boxes Means Advertising at cinema supply to me about 3.56 8 33 52 6 58% information of new product/ servicesAdvertising at large room of cinema make me feel 1 4 53% 3.54 43 46 7 products/ services are advertise more attractive Advertising at cinema help me kill time while I’m 1 13 39 43 5 48% 3.37 waiting present a filmI want to try using new products/ services/ brands 47% 3.39 when I am watched advertising at cinema 1 13 39 40 7 Advertising at cinema make me feel proud of 37% 3.25 products/ services that I’m using 1 16 46 32 5I feel boring about advertising at cinema because I 27% 2.83 9 28 36 25 2 saw it at TV/ magazines….very much Advertising at panoramic screen make me feel 25% 2.76 14 22 40 23 2 waste time I don’t pay attention to advertising at cinema 3 34 41 21 1 22% 2.84 Definitely disagree Disagree Normal Agree Definitely agree Base on all respondents N=300
  30. 30. Thank you
  31. 31. Marketing Research Association, USAThe first agency in Vietnam certified 20252 by British Standards Institute
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