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Vietnam market research topline   viettrack mar 2010 - e [compatibility mode]
 

Vietnam market research topline viettrack mar 2010 - e [compatibility mode]

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    Vietnam market research topline   viettrack mar 2010 - e [compatibility mode] Vietnam market research topline viettrack mar 2010 - e [compatibility mode] Presentation Transcript

    • Market research top-line March 2010 HCMC HA NOI DANANG CANTHOHIGHLIGHTS: Social marketing & Vietnamese community insights
    • About Viettrack is a monthly market research top-line developed by FTA Research & Consultant, the representative of ESOMAR in Vietnam. Viettrack aims to: Provide snapshots on Vietnam consumers Explain market research terms, usage, application, methodologies for Vietnam market Introduce new developments in market research worldwide and Asia Pacific region. Interact with marketers in Vietnam on approach and direction for a most effective and value for investment usage of market research. Eventually, this would help reduce marketing failures and expand the research industry in Vietnam
    • Current social concerns of Vietnamese people
    • Concerns on education % Total HCM Hanoi Danang Cantho Youth lifestyle guidance 16 51 18 42 18 55 20 52 9 56 Literacy program 14 49 10 39 19 53 9 43 17 59 Skill training for homeless children 11 42 15 34 14 58 7 30 6 46 Schooling for poor children 11 40 18 32 4 40 14 41 6 45 Laws awareness 6 36 8 25 4 50 5 27 6 41 Support for poor rural students 6 35 4 18 0 33 12 34 7 56 Skills for people in remote areas 7 34 6 23 5 39 3 28 12 47 Improve university quality 7 34 2 16 4 35 11 33 11 52 Raise awareness for child care 8 34 11 22 7 48 10 37 5 29Increase foreign language skills for students 7 34 0 12 1 34 15 35 11 56 Train & improve life skills for the youth 10 33 8 17 14 41 10 30 6 44 IT literacy improvement 5 30 0 7 6 41 6 30 7 42 Life for the blind 4 27 2 15 7 41 2 13 3 40 Book reading habits 2 21 3 10 1 21 1 21 4 32 Maintain & develop traditional craft villages 2 18 1 7 24 3 16 2 26 N = 400 N = 100 N = 100 N = 100 N = 100 A1a. Which social issues do you concern now? A1b. What are the 5 most worried issues to you?
    • Concerns on living environment % Total HCM Hanoi Danang Cantho Environmental protection 31 68 49 70 32 79 31 67 10 56 Industrial waste treatment 15 60 10 36 19 80 13 57 18 66 Water source protection. 14 55 19 59 21 71 6 38 11 50 Houses for low-income people 11 48 13 46 12 50 12 40 8 54 Power savings 12 47 11 32 8 51 16 46 12 58 Green trees 10 46 7 34 6 47 15 49 11 54 The danger of waste 10 43 13 42 11 60 7 29 7 42 Global climate change 6 31 4 18 7 44 3 16 11 45 The damage of storm 3 28 1 12 36 7 29 4 36Erosion, landslide along river areas 2 19 1 11 1 26 16 4 33 Salinity phenomenon 1 17 9 21 3 3 34 N = 400 N = 100 N = 100 N = 100 N = 100 A1a. Which social issues do you concern now? A1b. What are the 5 most worried issues to you?
    • Concerns on urban civilization % Total HCM Hanoi Danang Cantho Unemployment 35 70 35 58 31 73 30 66 42 82 Support Vietnamese products 11 42 14 39 6 44 9 39 16 46 Protect children’s rights 8 42 8 25 11 63 6 36 7 45Preservation of historical relics and landscapes 8 41 4 21 13 59 7 44 6 41 Improve civilized communication 13 40 14 30 16 45 17 43 4 42Help the poor to enjoy Tet/ Mid-autumn/ Noel 5 33 4 21 4 33 6 39 4 37 Corporate Social Responsibility 4 26 1 13 9 33 4 16 2 43 Public transport usage 3 24 4 18 3 36 2 10 1 31 Promote global cooperation 3 16 3 1 3 17 19 5 33 N = 400 N = 100 N = 100 N = 100 N = 100 A1a. Which social issues do you concern now? A1b. What are the 5 most worried issues to you?
    • Concerns on social health % Total HCM Hanoi Danang Cantho HIV/ AIDS prevention 24 69 35 60 12 62 30 72 18 82 Smoking harms 15 56 13 35 30 78 9 53 9 59 Unwanted juvenile pregnancy 13 53 6 33 21 70 19 57 6 52 Increase the knowledge about reproduction and sex 8 47 10 29 3 59 8 43 10 55Foster and care for the elderly and unfortunate children 13 46 15 38 13 57 10 39 14 51 Free health test and treatment for the poor 11 46 17 45 8 50 8 43 9 44 Reduce abortion rate 9 45 9 27 6 59 11 47 10 45 Humanitarian blood donation 4 43 4 33 4 42 2 36 4 61 Help HIV patients integrate into life 1 34 0 15 3 41 29 2 50 Help victims of Agent Orange 3 34 1 15 2 41 2 30 8 51 Prevention of dengue 1 33 3 31 0 33 1 35 32Disease prevention (avian influenza, acute diarrhea ...) 2 31 3 19 2 44 2 29 1 32 Increase awareness of HIV/AIDS treatment 3 30 3 14 5 41 2 26 2 39 Detoxify online (game, chat, sex…) 4 26 1 10 2 25 6 25 7 42 Oral health care 1 26 0 8 1 39 2 20 2 37 Prevent drowning 1 25 1 13 2 34 1 18 1 36 Improve nutrition for infants and pregnant women 1 25 3 14 33 20 1 34 Help terminally ill people to integrate into life 2 21 1 13 5 30 8 32 N = 400 N = 100 N = 100 N = 100 N = 100 A1a. Which social issues do you concern now? A1b. What are the 5 most worried issues to you?
    • Concerns on traffic safety Total HCM Hanoi Danang Cantho % Wear helmet 22 69 20 56 23 70 28 76 17 73Reduce traffic accidents 18 63 12 47 12 70 20 65 29 70 Laws awareness 17 57 15 35 8 67 8 47 35 78 Traffic civilization 14 52 8 23 21 83 10 41 17 62 N = 400 N = 100 N = 100 N = 100 N = 100 A1a. Which social issues do you concern now? A1b. What are the 5 most worried issues to you?
    • Suggested programs for education % Total HCM Hanoi Danang Cantho 20-29 30-39 40-55 Male Female N = 400 N = 100 N = 100 N = 100 N = 100 N = 121 N = 150 N = 129 N = 200 N = 200Youth lifestyle guidance 7 7 15 11 15 16 19 17Literacy program 21 18 12 17 30Raise awareness for child care 13 6 13 18 14 11 5 8 8 12 6Schooling for poor children 10 6 9 10 12 9 6 8 13Skill training for homeless children 13 7 9 5 8 6 8 4 10 7 10 9Laws awareness 9 12 5 7 9 9 8 8 12 9 15 8 9Increase foreign language skills for students 11 11 4 8 6 7 11 7Skills for people in remote areas 9 8 9 8 5 7 8 8 9 5 2Improve university quality 6 7 9 6 7 5 9 6 5 3 3 5 3 6 5 4 5 5Train & improve life skills for the youth 19 2 4 13 5 3 17 17 15 10 12 10 12 7Others A1c. Which social issues you think should get dealt with first?
    • Suggested programs for living environment % Total HCM Hanoi Danang Cantho 20-29 30-39 40-55 Male Female N = 400 N = 100 N = 100 N = 100 N = 100 N = 121 N = 150 N = 129 N = 200 N = 200 Environmental protection 9 21 20 24 25 27 27 28 27 Water source protection 13 44 Industrial waste treatment 16 7 16 10 15 27 13 20 16 Houses for low-income people 17 11 16 15 13 13 Green trees 12 11 12 16 6 11 12 4 12 19 Power savings 12 16 13 15 14 9 15 11 15 8 7 The danger of waste 11 4 5 11 10 9 5 11 12 7 10 11 5 5 Global climate change 8 11 12 5 6 11 6 13 9 10 7 6 Others 5 5 2 5 3 5 1 2 1 1 3 3 1 3 2 3 2 A1c. Which social issues you think should get dealt with first?
    • Suggested programs for urban civilization % Total HCM Hanoi Danang Cantho 20-29 30-39 40-55 Male Female N = 400 N = 100 N = 100 N = 100 N = 100 N = 121 N = 150 N = 129 N = 200 N = 200Reduce unemployment 36 37 40Protect children’s rights 42 40 41 42 43 52 50Improve civilized communication 7 7 16 13 10 12Support Vietnamese products 14 15 25 9 19 10 9 12 12 14Help the poor to enjoy Tet / Mid-autumn/ Noel 13 5 9 14 11 10 8 12 7 12 2 13 12 7 14 5 9Preservation of historical relics and landscapes 7 4 5 4 10 5 10 7 10 10 7 5 8 5 3 7 4Others 11 10 10 11 11 11 12 8 8 9 A1c. Which social issues you think should get dealt with first?
    • Suggested programs for social health % Total HCM Hanoi Danang Cantho 20-29 30-39 40-55 Male Female N = 400 N = 100 N = 100 N = 100 N = 100 N = 121 N = 150 N = 129 N = 200 N = 200HIV/ AIDS prevention 10 21 20 19Foster and Care for the elderly and unfortunate 26 24 24 25 8childrenUnwanted juvenile pregnancy 7 13 15 14 14 11 17 15 16Smoking harms 13 12 11 22 15Reduce abortion rate 9 11 12 7 16 10 8 9 9Free health test and treatment for the poor 9 10 9 9 12 11 7 6 8 7 8 8 5Increase the knowledge about reproduction & sex 7 10 8 8 7 11 8 11 2 4 7 2Humanitarian blood donation 4 5 1 5 4 6 5 17 17 16 19Others 14 14 12 10 A1c. Which social issues you think should get dealt with first?
    • Suggested programs for traffic safety % Total HCM Hanoi Danang Cantho 20-29 30-39 40-55 Male Female N = 400 N = 100 N = 100 N = 100 N = 100 N = 121 N = 150 N = 129 N = 200 N = 200 Laws awareness 18 21 24 19 23 22 26 22 29 36 Reduce traffic accidents 36 29 25 33 31 30 31 27 28 23 Wear Helmet 26 28 29 18 28 26 26 30 25 27 Traffic Civilization 23 18 16 16 17 15 16 17 15 8 A1c. Which social issues you think should get dealt with first?
    • RESPONSIVENESS OF VIETNAMESE COMMUNITY TO TOP CONCERNED SOCIAL ISSUES
    • Note Not my business Code 1 I have heard about these issues but not interested to find out Code 2 I don’t pay attention, thus though knowing but won’t have any reaction. Code 3 Sometimes spend time exploring/ reading relevant articles Code 4Spend much time to gather information and think of ways to solve the problems Code 5The urgent problems usually become the topics for discussing in our gatherings. Code 6 Im almost obsessed by these issues (writing complaint on blog, writing Code 7 assessment, setting up topics in the forum ...) I sometimes join in community programs Code 8 I voluntarily participate in various programs to build better society Code 9 Im an active and aggressive volunteer joining in many movements. Code 10
    • TOTALTop concerns & responsiveness % CONCERNS ATTITUDE & BEHAVIOR Unemployment 13 4 31 16 17 8 15 5 1N = 197 Environmental 11 3 24 16 22 1 17 13 1N = 147 protection Wear Helmet 12 21 11 17 2 13 28 6 N = 138 Reduce traffic 13 4 21 13 22 8 13 13 4 N = 136 accidents HIV/ AIDS prevention 1 4 3 1 21 7 18 7 2 N = 122 Laws awareness 11 22 14 13 3 11 23 11 N = 116 Guidance of youth 8 2 39 19 23 3 5 1N = 89 personality Industrial Waste 6 2 13 14 24 7 17 15 2 N = 85 treatment Literacy Program 2 4 4 15 15 6 8 7 2 N = 85 Water source protection 12 28 24 18 5 5 15 2 N = 83 Smoking harms 3 25 16 21 5 15 15 N = 80 Traffic Civilization 3 8 4 38 19 8 7 11 1N = 73 N = 400 Code 1 Code 2 Code 3 Code 4 Code 5 Code 6 Code 7 Code 8 Code 9 Code 10A1b + A1c: The top of the worried social issuesA3 Which of the following sentences closely describe your attitude and response to the problems you are concerning ?
    • CURRENT IMPACT OF SOCIAL PROGRAMS
    • Current impact of education programs % Awareness Liking Joining Promoting Changing Literacy Program 66 23 13 14 18 Schooling for poor children 39 14 12 12 12 Support for poor rural students 36 12 13 11 10 Raise awareness for child care 34 14 12 12 10 Skill training for homeless children 33 12 11 9 7 Youth lifestyle guidance 32 11 12 9 7 Skills for people in remote areas 32 10 7 8 6 Laws awareness 30 10 11 10 12 Increase foreign language skills for students 29 10 10 8 7 IT literacy improvement 28 9 9 6 7 Train & improve life skills for the youth 27 12 10 8 9 Help socializing the blind with society 27 6 8 6 6 Maintain & develop traditional craft villages 27 5 3 5 5 Improve university quality 26 10 7 8 6 Book reading habits 16 5 6 4 3 Among those, which one the government or any other national and international organizations have involved or had programs/ activitiesA2aA2b resolving them? What other issue do you think should be solved? [MA] In general view, do you like and want to search information about those programs in resolving the social issues? [MA] TOTAL - N = 400A2c What programs or activities you want to spend your time joining?[MA]A2d What problems do you want to share with others, persuade or ask your friends/ colleagues/family to join in? [MA]A2e What programs do you believe that will effectively affect and help you change your perception on life? [MA]
    • Current impact of living environment programs % Awareness Liking Joining Promoting Changing Environmental protection 60 36 29 27 29 Industrial Waste Treatment 46 23 19 16 17 Green trees 42 19 16 16 15 The danger of waste 42 20 17 19 17 Houses for low-income people 41 16 13 10 11 Water source protection 35 14 9 12 7 Power savings 30 12 11 8 10 Global climate change 29 10 9 6 8 Salinity phenomenon 22 7 5 5 4 Erosion and landslide along river areas 21 4 5 4 3 The damage of storm 15 4 5 4 4 TOTAL - N = 400 Among those, which one the government or any other national and international organizations have involved or had programs/ activitiesA2a resolving them? What other issue do you think should be solved? [MA]A2b In general view, do you like and want to search information about those programs in resolving the social issues? [MA]A2c What programs or activities you want to spend your time joining?[MA]A2d What problems do you want to share with others, persuade or ask your friends/ colleagues/family to join in? [MA]A2e What programs do you believe that will effectively affect and help you change your perception on life? [MA]
    • Current impact of urban civilization programs % Awareness Liking Joining Promoting Changing Unemployment 50 19 19 15 16 Preservation of historical relics and landscapes 48 18 14 14 12 Support Vietnamese Products 45 23 17 18 14 Protect children’s rights 39 16 16 16 12Help the poor to enjoy Tet / Mid - autumn/ Noel 33 15 12 11 11 Improve civilized communication 23 10 7 9 10 Corporate Social Responsibility 23 8 10 5 7 Promote Global cooperation 20 4 5 5 6 Public transport usage 17 5 4 4 4 TOTAL - N = 400 Among those, which one the government or any other national and international organizations have involved or had programs/ activities A2a resolving them? What other issue do you think should be solved? [MA] A2b In general view, do you like and want to search information about those programs in resolving the social issues? [MA] A2c What programs or activities you want to spend your time joining?[MA] A2d What problems do you want to share with others, persuade or ask your friends/ colleagues/family to join in? [MA] A2e What programs do you believe that will effectively affect and help you change your perception on life? [MA]
    • Current impact of social health programs % Awareness Liking Joining Promoting Changing HIV/ AIDS prevention 65 25 26 25 28 Humanitarian blood donation 54 24 19 22 15 Smoking harms 48 18 20 19 17 Help victims of Agent Orange 42 12 12 12 11 Increase the knowledge about reproduction and sex 41 18 17 17 13 Help HIV patients integrate into life 36 14 9 8 7 Free health test and treatment for the poor 36 14 10 8 10Foster and Care for the elderly and unfortunate children 35 16 15 15 13 Reduce abortion rate 34 13 10 6 12 Prevention of dengue 34 13 9 10 8 Unwanted juvenile pregnancy 33 10 6 5 8 Disease prevention (avian influenza, acute diarrhea ...) 32 11 10 7 9 Increase awareness of HIV/AIDS treatment 27 11 9 8 6 Oral health care 27 11 10 9 8 Prevent Drowning 23 9 7 7 5 Improve nutrition for infants and pregnant women 23 7 6 7 6 Help terminally ill people to integrate into life 18 5 5 4 5 Detoxify online (game, chat, sex…) 16 5 6 4 4 Among those, which one the Government or the national and international Organizations were concerned or carried out programs/ activities A2a resolving them? What else do you think they should be solved? [MA] A2b A2c In general view, do you like and want to search information about those programs in resolving the social issues? [MA] Sist programs or activities you want to spend your time joining?[MA] TOTAL - N = 400 A2d what problems do you want to share with others, persuade or ask your friends/ colleagues/family to join in? [MA] A2e What programs do you believe that it will affect positively and effectively which help to change your perception and life concept? [MA]
    • Current impact of traffic safety % Awareness Liking Joining Promoting Changing Wear helmet 71 34 32 32 27 Reduce traffic accidents 53 16 20 23 21 Laws awareness 50 21 19 21 25 Traffic Civilization 41 19 16 15 13 TOTAL - N = 400 Among those, which one the government or any other national and international organizations have involved A2a or had programs/ activities resolving them? What other issue do you think should be solved? [MA] In general view, do you like and want to search information about those programs in resolving the social A2b issues? [MA] A2c What programs or activities you want to spend your time joining?[MA] What problems do you want to share with others, persuade or ask your friends/ colleagues/family to join in? A2d [MA] A2e What programs do you believe that will effectively affect and help you change your perception on life? [MA]
    • SOURCE OF AWARENESS DRIVERS &BARRIERS FOR SOCIAL PROGRAMS
    • Sources of information % Total HCM Hanoi Danang Cantho Advertising on Television 37 85 37 82 30 80 47 92 33 87 Introduced by relatives/ 13 61 22 59 10 69 5 52 15 63 friends/ colleagues Newspapers 16 56 16 56 10 57 20 62 18 50 From the local government 11 42 18 42 15 59 8 40 3 27 campaigns 13 37 5 19 21 53 14 34 13 43 Website 2 35 18 1 45 3 32 3 45 Magazine Banners 1 30 1 46 24 1 25 1 25 Flyers 1 29 0 11 1 31 0 33 4 41 Posters 0 27 1 26 21 0 27 0 33 Union where I work 4 24 7 11 36 1 18 3 34 Billboards 22 24 14 28 23 Volunteers 2 21 6 1 40 0 12 6 26 Radio 1 14 3 13 1 20 1 18 N = 100 N = 100 N = 100 N = 100 N = 400 O fte n M o s t o fte n 0 2 0 4 0 6 0 8 0 1 0 0 A4. What sources do you know about the recent community programs / activities from?
    • Drivers for participating % Total HCM Hanoi Danang Cantho I want to contribute my effort to the community 37 82 45 80 44 91 29 79 30 79 I feel happy when joining 18 67 12 54 18 81 20 70 21 63 I want to share obstacles and happiness with others 16 48 9 34 16 59 18 45 20 53 I try to join like others do 10 42 17 34 7 49 13 55 3 31 I usually participate in meaningful activities 3 36 3 22 3 54 3 28 4 40 Joining will bring benefits to me and others 7 33 6 24 5 52 10 29 7 26 Doing many good things will bring luck 3 26 5 20 3 39 2 28 3 18 Joining in these activities will merit for the next generation 2 25 09 3 42 3 24 1 23 Helping others is my family tradition 3 13 18 1 17 18 7 17My childhood is full of unhappiness, so I am willing to people with my all best. 10 9 16 2 12 I was forced to participate (Company’s request, my family forced me…) 18 1 15 3 2 310 There is no any reason. I will join if I like 1 1 1 1 N = 400 N = 100 N = 100 N = 100 N = 100 Important Most important A5. What motive makes you join any community programs / activities?
    • Barriers from participating % Total HCM Hanoi Danang Cantho I do not have much time 50 67 70 83 2232 66 91 42 61I have no information about such activities like the registration and 12 31 6 20 21 37 13 41 6 25 participation conditions, time...I do not believe in any promise or good values which the programs 28 30 are advertising 7 7 27 12 26 5 28 5 My health is not good enough to join 8 26 10 25 27 10 46 9 25 I do not like to join in the activities relating to marketing 11 23 17 24 19 2 20 22 42 5 22 5 7 23 3 23 8 37 Participating in some programs will cost much money I believe this activity is to increase sales 6 20 29 1728 1 15 5 27 My relatives/ my friends do not want to participate 16 16 5 3 1 11 My family/ my lover does not want me to participate 14 4 3 3 1 27 N = 400 N = 100 N = 100 N = 100 N = 100 Important Most important A6. Why don’t you join in the community activities / programs?
    • Ideal program % Total HCM Hanoi Danang Cantho Program content must be realistic and suitable to social issues 38 75 38 63 39 89 38 69 37 80 Many participants 12 54 14 53 8 57 17 64 7 41 Large scale 7 46 7 39 5 53 10 51 5 41 Held in the right and urgent time 13 44 11 48 19 59 9 31 12 37Promote strongly on public media (television, newspapers, magazine…) 9 44 7 33 8 51 10 53 9 40 The program information should be obvious 9 43 10 33 11 64 7 39 6 35 Registration is simple 1 36 1 29 3 48 25 1 41 Certified / guaranteed by the government or the related departments 3 30 1 19 6 54 1 16 4 32 Organized by a big and prestigious organization 3 27 2 24 32 4 27 4 25 Program has been carried out for a long time 2 24 6 27 29 2 19 1 19 The participation of famous people 4 22 3 23 21 17 11 28 Souvenirs are given to participants 1 14 2 15 2 19 2 20 Company/ my workplace encourages employees to join 1 13 5 1 30 4 1 11 N = 400 N = 100 N = 100 N = 100 N = 100 Important Most important A7. What element does an ideal community programs/ activities need ?
    • Conclusion Unemployment, environmental protection, HIV/ AIDS prevention, traffic safety are top social issues which Vietnamese people care most. However, the response from Vietnamese community remains low and passive. Most would only read the news, think about the issues, talk to others about it. Those who would aggressively participate and become active volunteers account for less than 5%. Many of the current social marketing programs are not generating sufficient impact on changing people behaviors. The most effective programs include: helmet wearing campaign, HIV prevention, literacy program, traffic safety awareness, environmental protection. The most critical success factors for a social program would be about addressing the urgent needs from the community, organized/ launched at the right time and widespread participation demonstration
    • Market research top-line Your feedback and enquiry on Viettrack is highly appreciated. The next Viettrack will come in on 15th April 2010 Contact: • +84 8 3514 2584 • viettrack@fta.com.vn