[Research];[Consumer toward Green Marketing]

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[Research];[Consumer toward Green Marketing]

  1. 1. No.10 – Dec 2009 Market Research HCMC HA NOI DANANG CAN THOHIGHLIGHTS: Consumers’ reactions toward “Green Marketing” ISO 20252: Quality Standard in Market Research
  2. 2. About Viettrack is a monthly market research developed by FTA Research & Consultant, the representative of ESOMAR in Vietnam. Viettrack is done in accordance to ISO 20252:2006, the international quality standard in market research and ESOMAR Code of Conduct. Viettrack aims to: Provide snapshots on Vietnam consumers based on 400 Vietnamese consumers across 4 key cities (HCMC = Hanoi = Danang = Can Tho = 100 respondents) Explain market research terms, usage, application, methodologies for Vietnam market Introduce new developments in market research worldwide and Asia Pacific region. region Interact with marketers in Vietnam on approach and direction for the most effective and valuable for investment use of market research. Eventually, this would help reduce marketing failures and expand the market research industry in Vietnam
  3. 3. Consumers’ reactions toward “Green Marketing”
  4. 4. “Earth hour” is an annual global activity encourages households and businesses to turn off non-essential lights and other electrical appliances for one hour to raise awareness towards climate change. a a g % N=344, via •Ads on TV 88% (49% most influenced) Aware 89Base on all respond •Friends/ relatives 67% (26% most influenced) se Joined 68 N=72 aware but did not join •They did not have no free time (32%) N=400 because •Everybody around them did not join (32%) •Their family did not join (10%) Relevant to themselves 69 dent, Most relevant to themselves 57 N=228, because it helps •Saving on electronic (51%) •Preventing global warming (21%) •Protecting the environment (15%) Liking level 3.85 % Like very much 20 “Earth hour” was widely aware, preferred and relevant thus it attracted 68% of population to take action. Like 48 However, Ho e er it seems that the acti it is still unpopular and activity npop lar Normal unpersuasive to some part of population whereas they did not join because they did not have time or did not see anybody Dislike doing so. 30 Definitely dislike 2 N=344 aware Q. Awareness & reactions toward “Earth hour” Viettrack Market Research - Dec 2009
  5. 5. Shopping bags. Coop-mart, Metro and some other supermarkets encourage shoppers to use reusable shopping bags and avoid using unrecyclable nylon ones. % N=237, via •Ads on TV 79% (28% most influenced); Aware 59 •Friends/ relatives 70% (28% most influenced);Base on all respond •POSM 41% (28% most influenced) se Joined 52 N=31 aware but did not join • It is inconvenient to use (20%) N=400 because • It is not popular (13%) Relevant to themselves 45 dent, Most relevant to themselves 38 N=151, because •It reduces garbage, protect environment (85%) •It is economical (17%) •It protects our health (8%) Liking level 3.98 % Like very much 19 The idea of encouraging using reusable shopping bags is great Like (3.98 liking) and attracts 52% population (amongst 59% aware) to j i ) join. Normal 62 Advertising on TV, POSM, internet, … can help increase the awareness rate. Dislike 17 Definitely dislike 2 N=237 aware Q. Awareness & reactions toward “reusable shopping bag” Viettrack Market Research - Dec 2009
  6. 6. Go Green is a collaborative effort among Toyota Vietnam, Vietnam Environment Administration and Ministration of Education & Training to educate the public and businesses on environmental issues. % N=65, via •Ads on TV 97% (43% most influenced); Aware 16Base on all respond •Advertorials/ forums on internet 52% (15% most influenced); se •Web banner 48% (15% most influenced); Joined 14 •Friends/ relatives 48% (12% most influenced) N=400 N=11* aware but did not join • They have no free time (68%) Relevant to themselves 8 because • They don’t know how to join (14%) • They view advertisement but do not see any dent, Most relevant to themselves 5 activities (7%) N=21, because • It reduces garbage and protects the environment (57%) • It creates a green environment that I live in (19%) • It is very practical (14%) Liking level 4.0 % Like very much 31 There is just a small part of the population (14%), Like more youth, aware & join “Go Green” although the y , j g Normal 40 program is considered to be very meaningful & practical. Dislike Again, awareness rate of the program needs a 28 significant increase. i ifi ti Definitely dislike 2 N=65 aware Q. Awareness & reactions toward “Go Green” Viettrack Market Research - Dec 2009
  7. 7. Most are aware of the importance of keeping green, healthy environment and 94% of them find it meaningful both for themselves and the society.To myself Help myself aware of keeping green environment 64 Feel F l together with everybody & b a part of the global in h ih b d be f h l b li keeping green environment 57 Happy about myself to contribute to the activities of 54 keeping green environment Discover environmental issues via these activities 36To society Educate the youth to aware & join many activities of keeping green environment 56 Show the responsibility of product brands to the society 55Feel that Vietnam is together with the global in keeping the 51 green global environment Don’t know/ Don’t care 6 Because: 68% - Don’t like/ don’t care Although all 16% - Don’t think the activities are practical believe Green 12% - Did not see everybody join Marketing is 4% - The activities are not persuasive essential. N=25 Q. Reactions toward “Green Marketing activities” Viettrack Market Research - Dec 2009
  8. 8. Hanoi people seem to be the most enthusiastic thus they will surely join any furtheractivities for our green planet. Other cities are mostly unsure. TOTAL HCM HANOI DANANG CANTHO %Will surely join 35 39 53 49 89If I h have f free ti time 57 63 45 50Will not join 10 2 4 1 2 1 N 400 N=400 N 100 N=100 N 100 N=100 N 100 N=100 N 100 N=100 Q. Will you join further “Green Marketing” activities? Viettrack Market Research - Dec 2009
  9. 9. Reaction towards “warning message” g g
  10. 10. Most of people like the message of “smoking can cause lung cancer”. Very few people feel uncomfortable with that.Liking level 4.0Like very much 28 Feeling when seeing the messageLikeNormal 47 NormalDislike 88 Uncomfortable 23Definitely dislike 2 N=400 Very uncomfortable Because: 11 67% - Do not see the effectiveness of the message 1 25% - Afraid of cancer disease 8% - It might stimulate smokers to smoke more N=12* Q. Like/ dislike about the message “Hut thuoc la gay ung thu phoi”/”smoking can cause lung cancer on cigarette packs Viettrack Market Research - Dec 2009
  11. 11. % Feel so scared & reduce smokingOverall, the message creates some scary 35feelings but quite ineffective in forcingsmokers to reduce smoking. Feel a little bit scared but still keep smoking Ignore it/ dont care 46 Aggressive reaction because this message could 28 cause negative feeling & stimulate them to smoke 17 2 Smoker N=111 % Feel so scared & reduce smoking 72 33 Non-smoker Feel a little bit scared but still keep smoking 29 Ignore it/ dont care N=400 36 Aggressive reaction because this message could A i ti b thi ld cause negative feeling & stimulate them to smoke 3 N=289 Q. Reaction when reading the message Viettrack Market Research - Dec 2009
  12. 12. HCM & Can Tho people prefer changing the message to make it more scary and serious like “causing death”, “harmful to your health & family”, … illustrated with images. Meanwhile, Hanoi & Danang people suggest more advertising and propagandizing. TOTAL HCM HANOI DANANG CANTHO Change the message 19 43 10 1 22 "Smoking is harmful to your health" 9 3 0 6 % 5 "Smoking causes death" 3 9 0 1 2"Smoking is harmful to your health & your family’s health" 2 4 3 0 2 "Stop smoking to protect your health" 2 7 0 0 0 "Stop moking for your childrens future" 1 0 2 0 0 Advertise more & more 15 8 20 27 4 More advertising 8 2 14 13 1 Posters everywhere 3 1 4 6 0 Propagandize more 2 3 2 1 0 More band-rolls on the street 1 1 2 1 0 Add images onto the pack 11 19 5 5 15 Image of lung cancer 7 7 5 5 11 Image of a unhealthy/sick smoker 2 6 0 0 0 Some painful death caused by smoking 1 4 0 0 1 Recommend measures for Government 6 6 6 11 2 Increase price of cigarettes 3 2 2 6 0 Fine those smoking at public place 2 1 2 3 0 Forbid manufacturing cigarette and smoking 2 2 1 1 2 Forbid smoking at public places 2 2 2 2 0 Have no idea 52 24 60 64 58 N=400 N=100 N=100 N=100 N=100 Q. How to make the message more convincing? Viettrack Market Research - Dec 2009
  13. 13. TOP 10 TVC RANKING
  14. 14. Notes on research design• FTA monitors and records a list of 30 TVCs that are mostly broadcasted during “golden hour” (07:30PM – 11:00PM) daily. This list is used in the research to identify Top 10 TVC Ranking.• The next slides are the result of top 10 TVCs viewed and preferred amongst the list of 30 TVCs in November 2009 2009. Viettrack Market Research - Dec 2009
  15. 15. Overall, “Dr Thanh – nong trong nguoi”, “Pepsi – toi co the”, “Comfort 1 lan xa” top the list of favorite TVCs. TOTAL HCM HANOI DANANG CANTHO Dr Thanh - Nong trong nguoi % 23 95 31 97 25 91 8 93 28 97 Pepsi - Toi Co The 18 68 22 73 24 57 14 79 11 63Comfort 1 lan xa - Andy & Lily 16 82 21 88 22 85 7 83 14 70 Yomost - trai cay pha sua 16 75 18 82 10 74 28 96 7 47Clear men - Cristiano Ronaldo 14 68 19 66 15 68 5 69 16 67 Ca phe sua Vip 14 64 5 55 26 68 18 86 5 45 P/S ngua sau rang 13 76 21 79 12 66 8 88 11 71 Tra xanh C2 13 67 6 62 16 59 17 89 13 56 Mi Tien Vua 12 71 4 66 5 49 11 85 26 85 Ca phe Viet 11 64 15 86 8 45 4 59 17 65 Omo comfort 2 in 1 11 68 10 64 8 58 10 91 17 59 Ponds - trang hong rang ro g g g 11 59 9 64 11 39 8 87 17 44 Coca cola 9 59 13 79 5 39 3 69 14 49 Twister cam ep moi 9 60 12 72 5 42 14 84 6 40 Viso trang sang moi 8 62 3 64 10 44 14 88 6 52 N=400 N=100 N=100 N=100 N=100 Q: Which TVCs do you view last month? What top 03 TVCs do you do you like? Viettrack Market Research - Dec 2009
  16. 16. “Dr Thanh – nong trong nguoi” is still the unique one, then comes “Comfort 1 lan xa” & “Pepsi - Toi co the”. TOTAL HCM HANOI DANANG CANTHO % Dr Thanh ‐ nong trong nguoi 31 36 35 17 35 Comfort 1 lan xa ‐ Andy & Lily 21 28 39 8 9 Pepsi toi co the 18 23 19 21 10 Clear men ‐ Cristiano Ronaldo 16 14 19 6 25 Yomost trai cay pha sua 14 18 12 13 13 Omo Comfort 2 in 1 11 7 10 10 17Nuoc sua chen Sunlight ‐ dung it tiet kiem nhieu 10 5 6 13 17 Sua Co gai Ha Lan 5X DHA 10 19 7 8 7 Tra C2 10 2 18 9 11 Ca phe sua Vip 10 3 22 9 6 Twister cam ep moi 10 6 7 19 6 Coca cola 9 18 6 2 11 P/S ngua sau rang 9 17 5 8 7 Tide ‐ luc hut nam cham 9 7 8 7 15 Ca phe Viet ‐ thu san pham 8 14 3 2 11 N=400 N=100 N=100 N=100 N=100 Q: What top 03 TVCs do you do you think is unique? Viettrack Market Research - Dec 2009
  17. 17. Perception on “Vietnamese High Quality products”
  18. 18. The definition of “Made in Vietnam” products is still unclear. And the truth is that consumers only concernabout where product are manufactured. TOTAL HCM HANOI DANANG CANTHO % 9Multinational company,manufacturing in Vietnam, 26 24suit Vietnamese 32 39consumers taste 26Joint venture company 31 33(Vietnam-foreign),manufacturing i Vietnam, f t i in Vi t 34 28suit Vietnameseconsumers taste 65Domestic or privatecompany, manufacturing 43 43in Vietnam, suit 33 34Vietnamese consumerstaste N 400 N=400 N 100 N=100 N 100 N=100 N 100 N=100 N 100 N=100 Q: Which one is the right definition for “Hang Vietnam”/Vietnam Product”? Viettrack Market Research - Dec 2009
  19. 19. Interestingly, all listed products are associated with Vietnamese goods, amongst, P/S & G7 are strongly associated to Vietnamese products, then comes Dr. Thanh & C2. TOTAL HCM HANOI DANANG CANTHO Lipton Means Dr.Thanh Nestea N t C2 V V V V V Milo Clear I I I I I Sunsilk E E E E E Omo Tide T T T T T Ponds Maggi N N N N N Knoor A A A A A Aji-ngon Chinsu M M M M M Lavie Aquafina E E E E E Vim S S S S SNuoc tay con vit Duck Kem danh rang P/S E E E E E G7 Nescafe 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 N=400 N=100 N=100 N=100 N=100 Q: For each of the following common brands, please let us know your agreement level if we say these brands are Vietnamese brands. Base on the scale of 5. 1. Definitely disagree (that this brand is Vietnamese) 2. Disagree (that this brand is Vietnamese) 3. Not sure (that this brand is Vietnamese) 4. Agree (that this brand is Vietnamese) 5. Totally agree (that this brand is Vietnamese) Viettrack Market Research - Dec 2009
  20. 20. Good news is that 48% respondents prefer “Hang Vietnam chat luong cao”/Vietnam high –quality product. TOTAL HCM HANOI DANANG CANTHO 4 5 %I totally prefer imported to 9 11 16"Vietnamese high quality 13products" 18 17 16I prefer imported to 20"Vietnamese high quality 23products" 26 33 28I dont care about the origin, 20just purchase the product Iusually use/ like to useI prefer "Vietnamese high 49quality products" because it 37 25suits my pocket 37 37I totally use "Vietnamesehigh quality products" 19because Im Vietnamese 11 10 8 8 N 400 N=400 N 100 N=100 N 100 N=100 N 100 N=100 N 100 N=100 Q: Perception on “Hang Vietnam Chat luong cao” compared to imported goods? Viettrack Market Research - Dec 2009
  21. 21. Thông tin ngành nghiên cứu thị trường Tiêu chuẩn chất lượng ngành nghiên cứu thị trường ISO 20252:2006 ISO 20252:2006 là tiêu chuẩn chất lượng ngành nghiên cứu thị trường do Tổ chức tiêu chuẩn quốc tế ISO ban hành năm 2006. Theo công bố của MRQSA (Market Research Quality Standards Association, tạm dịch: Hiệp hội tiêu chuẩn nghiên cứu thị trường), hiện nay trên thế giới có khoảng 70 đơn vị nghiên cứu thị trường được chứng nhận tiêu chuẩn ISO 20252 20252. FTA là công ty nghiên cứu thị trường đầu tiên tại Việt Nam đạt được chứng nhận ISO 20252
  22. 22. ISO 202252Trong khi ISO 9001 thể hiện tiêu chuẩn quản lý của bất kỳ một công ty hay tổ chức, ISO 20252 là tiêu chuẩn chất lượng của sản phẩm nghiên cứu trong lĩnh vực nghiên cứu thị trường. Vì vậy, ISO 20252 quy định nghiêm ngặt những quy trình tạo ra và kiểm soát chất lượng sản phẩm nghiên cứu. gq y ạ ợ g p g• Tiêu chuẩn 20252 yêu cầu nghiêm ngặt trong quá trình thu thập thông tin, xử lý dữ liệu và báo cáo. Kiểm tra chất lượng (quality control) phải luôn được tuân thủ trong tất cả các bước trên.• Tiêu chuẩn này cũng quy định năng lực và kinh nghiệm của đội ngũ thu thập thông tin và phân tích dữ liệu nhất liệu, là các dự án kỹ thuật đặc thù (như ngành dược, y tế, v..v). Để thực hiện một buổi thảo luận nhóm (nghiên cứu định tính), người hướng dẫn thảo luận (moderator) phải tìm hiểu đề tài thảo luận (sản phẩm, ngành hàng, đối tượng người tiêu dùng, v…v…) ngoài những kỹ năng có sẵn qua đào tạo và kinh nghiệm làm việc như: tâm lý nhóm, gợi mở và khuyến khích đáp viên chia sẻ ý kiến. Việc phân tích dữ liệu cũng dựa trên một quy trình chuẩn để hạn chế tối thiểu quan điểm chủ quan của người phân tích. ạ q q g p• Công ty nghiên cứu thị trường phải có trách nhiệm bảo mật thông tin cho khách hàng. Ví dụ: đơn vị làm nghiên cứu phải có cơ chế và công cụ bảo đảm mẫu sản phẩm mới do khách hàng ủy thác sử dụng thử nghiệm trong khi nghiên cứu không bị tiết lộ ra ngoài, đặc biệt là không có rủi ro rơi vào tay của đối thủ. Khả năng bảo mật thể hiện tính chuyên nghiệp trong nghiên cứu thị trường.
  23. 23. Month Market ResearchViettrack is done in accordance to ISO 20252, the international quality standard in market research industry. Your feedback and enquiry on Viettrack is highly appreciated. The next Viettrack will come in on 15th January 2009 Contact: Truong Vu Thuy Loan, CRM Manager Tel: +84 8 3514 2584 Email: loantruong@fta.com.vn E il l t @ft www.ftaresearch.com

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