Vietnamese consumer’s shopping habit for Tet holiday

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consumer’s shopping habit for Tet holiday

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Vietnamese consumer’s shopping habit for Tet holiday

  1. 1. Market research top-line HCMC Jan. 2013 HANOI DANANG THEME: CONSUMER’S SHOPPING HABIT FOR TET HOLIDAY *Tet is known as Lunar New Year. This is the most meaningful holidays to the Vietnamese.
  2. 2. About: Viettrack is a monthly consumer research report of FTA Research & Consultant, aims to deliver opinions, evaluations and perceptions of consumers about various topics including economic situation, new trends, products & services etc. We do hope that Viettrack could help producers and marketers feel the breath of consumers, from which find out the most appropriate way to satisfy the consumers’ needs which is increasingly sophisticated. Viettrack is done according to ISO 20252:2006, the international quality standard in market research and ESOMAR code of conduct. Viettrack – Jan. 2012: Sampling size : N=300; HCM = HN = DN = 100 Gender: Female who is a decision maker for family Tet’s shopping Economic class: ABCD Age: 20 - 45
  3. 3. PERCEPTION OF TET HOLIDAYS
  4. 4. The meanings of Tet • In general, Tet is an opportunity for all members in the family to get together. There is not much difference between these areas. TOTAL HCM HN ĐN % Opportunity for all members in the family to get together 89 Traditional holidays 88 Relaxing period and have more time for family/ friends Ideal time for travelling 43 69 60 76 17 2 N=300 89 78 51 32 93 84 68 62 92 91 73 72 Long holidays Is the same as everyday 81 82 Most special occasion of the year 87 89 35 6 N=100 N=100 N=100 Base on all respondents
  5. 5. Perception about Tet has been changed comparing to the last 10 years. • Most of Da Nang consumers think that there are many differences on Tet Holidays between 2-3 years recently and 10 years ago, especially, Hanoi & Da Nang due to there is a part of influence of the appearance has been continuously developing in recent years. • The main differences that consumers recognize: “No longer warm/ happy atmosphere as before”, “Variety products and widely available” , therefore, "Traditional activities to prepare for Tet almost gone”. Changes (base on respondent who said that there are differences) Overall HCMC HN DN 35 30 31 45 Unchanged 30.9% 17.1% 49.3% Variety products and widely available 29.9% % N=69 No longer warm/ happy asmostphere 32.5% as before DN N=70 38.2% 14.3% 39.1% Traditional activities to prepare for 20.1% Tet almost gone HN N=55 5.5% 14.3% 37.7% 20.0% 17.1% 15.9% No longer for firework 13.4% HCMC N=15 No longer family gathering as before 17.5% TOTAL 14.5% 2.9% 23.2% More decoration along roads and 10.3% more events 9.1% 12.9% 8.7% CHANGES Changed 65 70 69 55 More expensive price N=100 N=100 N=100 32.7% Animated asmostphere N=300 9.8% 6.7% 5.5% 1.4% 14.3% More entertainment center opening 6.7% on Tet 18.6% More crowded and animated on road 5.2% 14.3%
  6. 6. Symbols strongly related to Tet • The traditional image "golden apricot / peach blossom, square glutinous rice cake" is considered the symbol of Tet. • In addition, there is quite different between 3 areas North, Middle and South . HCMC consumers are familiar with golden apricot and water melon while peach blossom and square glutinous rice cake are more popular in Hanoi than other 2 areas. However, square glutinous rice cake is not that popular in HCMC comparing to Hanoi and Da Nang. This is the product of each region to create features and symbols of 2 areas. TOTAL HCMC Square glutinous rice cake 79 Peach blossom 65 Swallow New Year's tree 27 N=300 86 98 67 50 82 64 37 30 49 28 23 N=100 85 62 34 39 % 95 90 66 Water melon DN 68 83 Golden apricot HN N=100 31 N=100 Base on all respondents
  7. 7. Tet’s activities
  8. 8. Product usually buy before Tet • Most of products are often purchased before the Tet that are served consumers’ needs on this occasion. These are mainly: confectionary/ jam, beverages, clothes, food and gift • In addition, consumers also purchase decoration products for their house before Tet because this is a biggest occasion that all members in the family will get together and decorate their house. TOTAL HCMC DN HN % Confectionary/ Jam 99 98 99 100 Beverages 98 98 97 100 Clothes 97 100 93 98 Food 94 Gift 83 90 88 Home decoration product Household electronic/ appliances Jewelry Home furniture 22 41 25 Mobile phone 24 10 12 N=300 N=100 86 92 28 30 75 100 61 80 100 100 40 21 7 27 30 12 5 N=100 14 N=100 Base on all respondents
  9. 9. Shopping period before Tet • Consumers in big cities have a plan to purchase beverages, confectionary/ jam and gift around 1-2 weeks before Tet. Because this is the occasion that consumers focus on shopping and doing some activities for welcoming Tet holidays. • However, HCMC consumers usually have earlier plan for Tet shopping comparing to Hanoi & Da Nang. TOTAL More than 6 weeks before Tet 1 25 1 18 HCMC 3 2 1 27 54 1 1 27 18 5 - 6 weeks before Tet DN HN 23 3 2 31 6 % 29 45 37 52 3 48 3 - 4 weeks before Tet 58 63 52 64 1 - 2 weeks before Tet 52 34 Less than 1 week before tet 69 15 18 BeverageBiscuit N=265 44 8 BeverageBiscuit N=90 66 52 47 17 Gift 62 Gift 7 BeverageBiscuit N=100 4 Gift 4 3 BeverageBiscuit Gift N=75 Base on respondents who buy beverage/ biscuit/ candy/ Jam, etc. for Tet
  10. 10. Tet’s shopping location - beverage • In terms of shopping channels before Tet for beverage, consumers mainly spend their money at supermarket and mid – big scale grocery. It seems this is one of the place that have variety products, good quality, attractive promotion program and fixed price. • In addition, HCMC consumers also buy in Wet market (inside) while Da Nang consumers usually purchase in Metro. HCMC TOTAL HN Usually buy Supermarket 55 Mid - Big scale grocery 22 Wet market (inside) 5 Small scale grocery 2 Convenience store 2 57 18 39 27 2 14 N=265 56 30 3 9 4 57 57 70 17 44 12 9 59 12 12 15 25 21 4 14 N=90 97 69 8 35 10 18 80 13 21 % Buy most often 43 14 5 Wet market (outside) 53 32 9 Metro 82 DN 12 16 2 N=100 4 N=75 Base on respondents who buy beverage/ biscuit/ candy/ Jam, etc. for Tet
  11. 11. Tet’s shopping location – sweet/ candy/ jam • Regarding to shopping location before Tet for products such as sweet/ candy/ jam, consumers spend their money at supermarket. • However, HCMC consumers usually buy at wet market, especially inside the market. HCMC TOTAL HN Usually buy Supermarket 44 Mid - Big scale grocery 21 Wet market (inside) 18 Metro Wet market (outside) 25 5 7 Small scale grocery 3 Convenience store 2 74 46 62 41 N=265 97 63 53 56 57 20 45 10 9 56 11 50 19 11 3 6 24 17 35 39 1 47 27 8 % Buy most often 61 31 DN 7 7 1 16 21 22 7 5 11 17 3 N=90 12 N=100 4 N=75 Base on respondents who buy beverage/ biscuit/ candy/ Jam, etc. for Tet
  12. 12. Tet’s gift shopping location • In the sense of shopping channel before Tet for gift, consumers spend their money across 2 main channels: supermarket & mid/ big scale grocery . HCMC TOTAL HN Usually buy Supermarket 58 Mid - Big scale grocery 20 Wet market (inside) 25 8 Metro 4 Wet market (outside) 2 Small scale grocery 5 Convenience store 2 21 16 80 58 49 16 10 4 6 6 12 N=265 79 55 39 31 24 61 48 58 12 61 19 36 6 5 18 27 5 0 12 N=90 95 71 10 5 15 % Buy most often 4 26 DN 17 5 16 3 N=100 1 N=75 Base on respondents who buy beverage/ biscuit/ candy/ Jam, etc. for Tet
  13. 13. Source of information for Tet’s shopping • Almost all consumers always refer to recommend from family/ friend because to them this is the most reliable source of information. • It seems to be that Hanoi consumers do not pay much attention on TV commercial comparing to HCM & Da Nang consumers. HCMC TOTAL HN Reference Family/ friend TV commercial Recommend from sellers 12 Newspaper and magazine Outdoor advertising (poster, signboard) 9 Radio 4 No source of information 24 2 14 17 4 8 9 5 11 5 5 8 8 N=300 N=100 61 69 14 38 7 41 2 40 2 1 2 1 12 26 2 16 2 4 13 POSM 28 23 3 1 Brochure 47 32 1 14 97 91 49 11 60 5 63 65 80 63 36 3 47 22 5 Internet 89 86 73 15 % most reference 91 58 DN 22 35 6 6 N=100 N=100 Base on all respondent
  14. 14. Shopping products for Tet’s gift • These products that consumers usually purchase as gifts on Tet are ranked as follows: hamper, beverage, food, etc. Consumers in Da Nang do not prefer the hampers as much as consumers in Hanoi & HCMC. TOTAL HCMC HN DN % Hamper 74 Beverage 74 Food 86 82 Jam Square glutinous rice… Fruit Fresh flower Fake flower 10 No gift 8 N=300 51 19 28 10 12 Jelwery 46 46 19 22 60 36 33 43 65 54 50 44 67 70 24 46 64 76 52 62 53 76 71 71 Candy 84 2 25 5 7 N=100 23 16 N=100 N=100 Base on all respondents
  15. 15. Common beverages for Tet’s gift • Beer and CSD are 2 main beverages that consumers purchase as gifts on Tet because the frequency of using these products on Tet is higher than usual. • There are some differences between these areas: • HCMC: consumers buy instant coffee as gifts more than consumers in HN & DN. • HN: consumers prefer wine and tea than HCMC and Da Nang. TOTAL HCMC HN DN % CSD 89 Beer 87 99 85 white/ red wine Tea Milk 33 Bird's Nest 20 N=222 N=82 73 43 50 18 7 9 55 75 50 36 73 93 28 40 Instant coffee 78 23 55 Raw coffee 91 29 59 94 66 55 68 Whisky/ Cognac 87 38 41 56 12 N=76 44 N=64 Base on respondents who buy gift for Tet
  16. 16. Important factors when choosing gifts for Tet • “High quality product” is one of the factor that consumers pay a lot of attention on Tet holidays because in Vietnam market at the moment is taking an overload of fake product and unstable quality product. Thus, the important factors for choosing the gifts on Tet are ranked as follows: high quality product, special pack for Tet & affordable price. • Consumers in Da Nang mainly focus on price and brand more than consumers in HCMC & Hanoi. TOTAL 18 Affordable price 18 Famous/ reliable brand 16 Value for money Wide availability 73 28 3 28 2 3 1 A lot of advertising 18 1 N=265 26 1 21 22 N=90 50 25 2 23 1 10 N=100 84 72 5 77 4 1 33 40 3 49 3 3 20 35 24 68 2 87 17 17 12 26 39 56 9 47 27 22 36 1 Recommended from sellers 36 71 33 2 85 11 59 14 53 9 53 2 58 8 60 11 67 18 % 39 78 26 64 DN 64 2 61 3 Unique product 30 45 9 Good advertising Attractive promotion 65 10 Premium pack the most important 77 17 73 20 Special pack for Tet HN Important High quality product HCMC 3 27 39 N=75 Base on respondents who buy gift for Tet
  17. 17. Whom buy the gifts on Tet • Most of consumers buy the gifts forTet by themselves. TOTAL HCM HN ĐN % Myself My dad/ mom 10 9 7 39 9 10 1 2 100 19 23 14 My husband 91 39 31 My brothers/ sisters My children 100 97 15 4 1 My grandpa/ grandma N=265 N=90 N=100 N=75 Base on respondents who buy gift for Tet
  18. 18. Whom receive the gifts on Tet • Consumers mainly purchase the gifts for their families on Tet (parents, grandparent, brother/ sister, etc. ), there is no significant difference between these areas. TOTAL HCMC HN DN % My dad/ mom 81 My grandpa/ grandma 64 49 69 My brothers/ sisters 51 My boss My client/ partner My friend/ colleague My lover My family-in-law 15 4 N=265 50 22 N=90 28 44 22 8 6 48 32 14 21 43 48 53 32 73 50 56 45 88 83 62 52 My relative 91 31 3 N=100 27 4 4 N=75 Base on respondents who buy gift for Tet
  19. 19. A perfect hampers • A perfect hamper toward consumers need to have some main items such as: tea, biscuit, candy, café, jam, etc. • There are some differences between these areas: • HCMC: consumers prefer biscuit more than consumers in HN & DN. • HN: consumers prefer café more than HCMC and DN • ĐN: Jam is more popular than Hanoi & HCMC TOTAL HCMC HN DN % Tea 78 Biscuit/ Cookies 76 Candy 75 Coffee 74 Jam 74 53 white/ red wine 72 52 Dry fruit 69 74 Chocolate (Socola) 67 74 62 Nuts 66 79 61 Beer Cigarette 26 Milk Fresh fruit 19 2 N=265 75 64 83 71 88 67 53 76 45 33 18 10 44 33 2 63 7 77 87 54 N=90 92 78 28 10 68 90 48 28 69 77 62 34 Whisky/ Cognac 72 72 77 57 Bird's Nest 86 83 60 CSD 69 4 40 12 N=100 N=75 Base on respondents who buy gift for Tet
  20. 20. Preferred beer brand inside hamper • Most of consumers prefer famous beer brands such as Heineken, Tiger, 333 inside the hamper. • However, it is because of different taste of different areas, therefore, Hanoi beer is more attractive in Hanoi while Larue is the most popular in Da Nang comparing to the other 2 areas. HCM TOTAL HN Like Heineken Tiger 333 13 Ha Noi beer Carlsberg Green Larue 3 3 3 Gambrinus 1 Zorok 1 Sapporo 1 77 17 14 18 10 18 11 N=265 64 14 41 69 21 13 64 56 4 11 15 23 6 1 6 1 2 30 2 2 60 7 2 1 1 16 N=90 98 48 2 22 1 100 50 66 19 28 8 98 23 57 % Like the most 41 67 15 Red Larue 100 47 ĐN 61 9 8 2 3 N=100 1 17 24 15 N=75 Base on respondents who buy gift for Tet
  21. 21. Preferred CSD brand inside hamper • Coca-cola, Pepsi và 7Up are always the TOM CSD brand that most of consumers would like to have in the hamper. • Moreover, brands such as Fanta, Mirinda & Sprite are more popular in Da Nang comparing to Hanoi & HCMC. HCM TOTAL HN Like Cocacola 46 Pepsi Fanta 5 Sprite 4 Mirinda 3 Orangina 2 Big cola 1 Chuong Duong 1 Bidrico 59 92 56 37 1 28 14 22 9 11 N=265 42 3 2 3 31 1 0 19 10 16 2 3 N=90 45 12 17 2 1 24 35 12 16 1 13 65 12 29 3 89 19 43 26 89 37 4 2 32 85 76 22 7 38 % 93 36 54 7 Like the most 40 85 26 7UP 89 ĐN N=100 36 5 20 1 27 8 16 N=75 Base on respondents who buy gift for Tet
  22. 22. Preferred biscuit brand inside hamper • Biscuit is also popular that most of consumers want to have inside the hamper. These brands are ranked as follow: Danisa, Oreo, Ritz, etc. • Moreover, consumers in HCMC & Hanoi prefer brand Danisa more than that of Da Nang. As apposed, Oreo is more popular in Da Nang comparing to Hanoi & HCMC. HCM TOTAL HN Like Danisa Oreo 54 14 Ritz Arsenal 4 White Castle 4 Story 4 Dk 2 Orirental 2 Tiger 22 31 3 25 19 28 2 N=265 1 21 4 2 20 2 N=90 25 33 4 20 1 2 32 1 17 N=100 40 3 5 17 35 5 14 26 32 9 28 1 3 48 16 34 6 2 2 8 8 61 20 24 8 8 27 37 12 25 6 16 68 41 13 4 7 % 37 40 12 6 2 16 76 61 11 4 3 3 British 20 4 Like the most 43 37 11 Korento Goodies 62 32 ĐN 1 21 16 N=75 Base on respondents who buy gift for Tet
  23. 23. Preferred type of wine inside hamper • Most of consumers choose wine such as red/white wine or whisky/ Cognac for their perfect hamper. HCM TOTAL HN Like Red/ white wine 40 Whisky 13 Vodka Brandy Vietnam wine 4 Gin 41 16 29 12 1 N=265 40 11 2 45 8 20 4 23 4 19 1 N=90 52 11 5 7 18 61 17 43 1 15 45 47 14 N=100 69 40 14 13 2 55 41 14 33 5 58 33 37 % Like the most 12 37 9 39 46 15 Rum 60 ĐN 32 1 N=75 Base on respondents who buy gift for Tet
  24. 24. Preferred coffee brand inside hamper • Trung Nguyen café, Nescafe và Vinacafe are long standing and famous brand in Vietnam market. Thus, they are definitely will be the first choice for a hamper. There are no significant different between locations. • However, due to the different taste and smell of each areas, Maccoffee is more popular in Da Nang comparing to Hanoi & HCMC HCM TOTAL HN Like G7 (Trung Nguyen) Nescafe Americafe 27 5 1 18 19 29 6 90 46 80 95 31 85 31 91 31 68 76 15 11 24 4 16 1 9 13 87 76 73 15 Maccoffee 26 % Like the most 44 85 29 Vinacafe Moment (Vinamilk) 90 41 ĐN 16 25 49 44 3 9 6 17 16 Cafe Viet 1 0 1 2 1 BKcoffee (Bikacafe) 3 3 3 1 Eagle Express 2 2 1 1 N=265 N=90 1 N=100 1 N=75 Base on respondents who buy gift for Tet
  25. 25. Activities during Tet holidays • The main activities on Tet are greetings to grandparents, come to friends’ house and comeback the hometown. • HCMC: consumers often go to the restaurants, go to the entertainment center: Dam Sen Park, Suoi Tien…, domestic travelling more than consumers in HN & DN because there are a lot of restaurants & entertainment centers in HCMC. In addition, we can find that the consumers in HCMC spend more money than consumers in HN & DN. • Hanoi: consumers visit the boss’ house for greetings more than consumers in HCMC & DN. Seems that this is a custom of Hanoi people in Tet holidays. TOTAL HCM HN 88 Greetings to grand parents 80 Stay homne Eat/ drink at home 60 Visit bosses' house for… Go to entertainment… Travel domestic Play game 7 1 16 13 N=100 20 11 10 4 2 N=300 27 27 36 7 37 21 22 19 39 24 48 20 Visit clients/ partners'… Overseas travelling 16 22 55 37 23 Go to cinema 64 25 20 26 Go to shopping mall/… 67 52 44 32 81 48 47 41 Go to coffee shop 79 42 64 54 Watch TV/ film at home 73 59 59 61 90 80 64 67 Comeback to hometown % 93 83 79 Visit friend's house/… ĐN N=100 11 2 N=100 Base on all respondents
  26. 26. Expenditure for Tet • amount for this year Tet compare that of last year Expenditure this year VS last year Overall I will spend less for this year Tet compare to last year Tet. HCM HN 13 13 and mostly on family shopping. • ĐN However, it seems to be that the consumers in HCMC are willing to pay more for this Tet. As apposed, Da Nang % 16 Most of consumers are planning to spend an equivalent consumer are willing to spend less comparing the other 2 21 areas. Expenditure this year Tet VS last year Tet I will spend an equivalent amount for this year Tet compare to last year Tet. I will spend more for this year Tet compare to last year Tet. 52 60 Overall 66 HCM HN ĐN 63 % Other 14 24 N=300 35 21 N=100 N=100 16 N=100 Spend for party 14 14 14 13 12 12 12 11 11 10 10 9 9 16 16 13 12 12 12 12 11 35 Spend for family shopping Spend for self 15 shopping 35 33 33 16 17 19 Spend for travelling 12 11 Last This year year N=300 15 15 15 13 13 9 Spend for gifts 16 8 40 40 31 32 12 12 16 17 Last This year year Last This year year Last This year year N=100 N=100 N=100 Base on all respondents
  27. 27. Salary & Bonus Salary Overall 5 Lower salary compare with last year HCMC 3 HN 9 Tet bonus salary DN 3 56 13 HN DN 6 % 12 20 49 59 Equivalent bonus compare with last year Equivalent salary compare with last year HCMC % Lower bonus compare with last year 37 51 Overall 56 65 56 60 Higher salary compare with last year 44 N=205 • 35 N=65 N=77 38 N=63 Higher bonus compare with last year 44 31 N=179 23 N=63 N=52 23 N=64 The salary and bonus this year is staying unchanged comparing to that of last year. Salary of HCMC areas seem to be higher than salary last year while almost all salary in Hanoi and Da Nang is remain the same. • It seems to be that consumers in Da Nang areas not usually get bonus salary for Tet comparing to HCMC and Hanoi. Base on all respondents who are employee and have salary
  28. 28. Thank you

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