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Overview of
Motorbike in Vietnam
Market
PBI Survey 2015
Date: 21st April 2015 – 23rd April 2015
Table of content
Research Design P.3
Respondent Profile P.4
Research Concept P.5
Research Summary P.6
Detail Findings P.7
2
Research Design
Research Method Internet Sampling
Fieldwork Period 21st April 2015 – 23rd April 2015
Research Area Nationw...
4.4%
36.7%
34.4%
24.5%
16 - 19 years old
and below
20 - 24 years old 25 - 29 years old 30 years old and
above
Age
46.1%
32...
PBI (Popular Brand Index)
POPULAR
BRAND
INDEX
(PBI)
Top of
Mind
(TOM)
Expansive
Last Used
Future
Intention
Additional Info...
Research Summary
 Honda & Yamaha are the leaders in Motorbike market
 Brand awareness:
Honda is the most popular in cons...
Detail Findings
Brand Awareness P.8
Brand Expansive P.9
Repertoire Brand Usage P.10
Loyalty / Switching P.11
Brand Satisfa...
79.0
15.8
2.2 1.6 0.1 0.1
98.3
88.8
64.8
33.2
48.0
8.5
100.0 99.4 96.6
78.9
89.4
40.0
Top of Mind
Total spontaneous awaren...
Q. Which Motorbike brands are easily found on media including: Television, radio, ad words, newspaper, etc.,?
[MA] (n=1660...
Most often Brand loyalty Recommendation
Not loyalty / not advocacy 0.0 47.3 50.1
SYM (n=54) 3.3 0.6 0.5
Piaggio (n=41) 2.5...
Honda & Yamaha users are loyal with their own brand the most
 The loyalty towards key players of this market, Honda & Yam...
1.3
3.3
0.0
0.0
0.0
1.4
2.1
3.3
4.9
1.9
11.0
15.7
16.7
24.4
31.5
63.5
60.7
70.0
56.1
53.7
22.8
18.1
10.0
14.6
13.0
Honda (...
Ranks of
Popularity
Motorbike brand Popular Brand Index
1 Honda 68.6
2 Yamaha 27.9
3 Piaggio 11.7
4 Suzuki 7.5
5 SYM 6.8
T...
W&S Joint Stock Company is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’ a...
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[Report] Motorbike in Vietnam Market 2015

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Research Method: Online Research
Fieldwork Period: 21st April 2015 – 23rd April 2015
Research Area: Nationwide
Respondent Criteria: Male & Female
Sample Size: 1660 samples

Survey Content
Motorbike brand awareness
Expansive of Motorbike Brand
Motorbike brands ever used
Motorbike brands used in the past 3 months
Motorbike brand most often used in the past 3 months
Motorbike brand use in the future
Motorbike brand recommendation

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Copyright by W&S Vietnam
Onwer of Online Research Community Vinaresearch with over 180.000 members in Vietnam
Check more report: http://vinaresearch.jp/sample/voluntary_surveys/index.html?page=1

Published in: Data & Analytics

[Report] Motorbike in Vietnam Market 2015

  1. 1. Overview of Motorbike in Vietnam Market PBI Survey 2015 Date: 21st April 2015 – 23rd April 2015
  2. 2. Table of content Research Design P.3 Respondent Profile P.4 Research Concept P.5 Research Summary P.6 Detail Findings P.7 2
  3. 3. Research Design Research Method Internet Sampling Fieldwork Period 21st April 2015 – 23rd April 2015 Research Area Nationwide Respondent Criteria Male & Female Sample Size 1660 samples Survey Content Motorbike brand awareness Expansive of Motorbike Brand Motorbike brands ever used Motorbike brands used in the past 3 months Motorbike brand most often used in the past 3 months Motorbike brand use in the future Motorbike brand recommendation 3
  4. 4. 4.4% 36.7% 34.4% 24.5% 16 - 19 years old and below 20 - 24 years old 25 - 29 years old 30 years old and above Age 46.1% 32.5% 21.4% Living area HCMC Hanoi Others Respondent Profile Unit: % 44.5% 55.5% Gender Male Female 7.9% 12.9% 35.3% 31.1% 7.8% 5.1% 1 - 4.499.999 VND 4.500.000 - 7.499.999 VND 7.500.000 - 14.999.999 VND 15.000.000 - 29.999.999 VND 30.000.000 - 44.999.999 VND 45.000.000 and above Monthly household income n = 1660 4
  5. 5. PBI (Popular Brand Index) POPULAR BRAND INDEX (PBI) Top of Mind (TOM) Expansive Last Used Future Intention Additional Information : •Top of Mind (TOM) = First brand mentioned by respondents. •Expansive = Scope and spread of brand. •Last Used/ Market Share = Total purchase or last used brand in past 3 months. •Future Intention = Consumer intention to purchase brand. Brand is one of the most important assets of the company and also represent identity of a company. "Brand or trademark is a name or symbol that is associated with the product/service and cause psychological meaning/association". In addition, the brand also works as a promotional tools, so that a product with certain brand would likely gain popularity or awareness in the community and affect consumer behavior. W&S study based on development of PBI (Popular Brand Index) concept which includes community top of mind brand, expansive or spread of the brand, total purchase or last used of the brand, and consumer intention to purchase brand. Research Concept 5
  6. 6. Research Summary  Honda & Yamaha are the leaders in Motorbike market  Brand awareness: Honda is the most popular in consumers’ mind with 79.0% of Top of mind awareness and absolutely 100.0% of total awareness. The next are Yamaha and Suzuki with 99.4% and 96.6% of total awareness, respectively.  Advertising Expansive: Consistently, Honda is also advertised on media channels the most often. 75.4% of consumers found Honda on newspapers, television, internet, etc.,. Next mentioned brands are also Yamaha and Piaggio, which can also be easily found on media.  Brand users: Honda is the leader of the market with 70.4% of brand users, followed by Yamaha (19.9%).  Brand loyalty: The market is very competitive with 50% of un-loyal consumers. About 50% of consumers are loyal or advocate their currently used brand, the rest of about 50% of consumers switch to another brand to use or to recommend to their relatives / friends. The loyalty towards key players of this market, Honda & Yamaha, is high (86.2% and 83.5%, respectively), while other brand users are not much loyal to their currently used brand.  Brand satisfaction: Honda motorbike users are satisfied with their currently used brands the most (4.05 mean), next mentioned is Yamaha users (3.88 mean).  Popularity of Motorbike brands are clear distinction ranking Honda Motorbike’s Popular brand Index ranks the first (68.6), the next popular player is Yamaha (27.9). 6
  7. 7. Detail Findings Brand Awareness P.8 Brand Expansive P.9 Repertoire Brand Usage P.10 Loyalty / Switching P.11 Brand Satisfaction P.12 PBI (Popular Brand Index) P.13 7
  8. 8. 79.0 15.8 2.2 1.6 0.1 0.1 98.3 88.8 64.8 33.2 48.0 8.5 100.0 99.4 96.6 78.9 89.4 40.0 Top of Mind Total spontaneous awareness Total brand awareness Honda Yamaha Suzuki Piaggio SYM Others 79.0 15.8 2.2 1.6 0.1 0.1 98.3 88.8 64.8 33.2 48.0 8.5 100.0 99.4 96.6 78.9 89.4 40.0 Q. Regarding Motorbike brands, which brands do come to your mind?[FA] (n=1660) Q. Which brands do you know in the list below? [MA] (n=1660) 1. Motorbike Brand Awareness Unit: % Honda is the most popular in consumers’ mind with 79.0% of Top of mind awareness and absolutely 100.0% of total awareness.  The next are Yamaha and Suzuki with 99.4% and 96.6% of total awareness, respectively. 8
  9. 9. Q. Which Motorbike brands are easily found on media including: Television, radio, ad words, newspaper, etc.,? [MA] (n=1660) 2. Expansive of Motorbike Brand Consistently, Honda is also advertised on media channels the most often  75.4% of consumers found Honda on newspapers, television, internet, etc.,.  Next mentioned brands are also Yamaha and Piaggio, which can also be easily found on media. 9
  10. 10. Most often Brand loyalty Recommendation Not loyalty / not advocacy 0.0 47.3 50.1 SYM (n=54) 3.3 0.6 0.5 Piaggio (n=41) 2.5 1.4 0.9 Suzuki (n=30) 3.6 1.1 0.9 Yamaha (n=331) 19.9 9.2 8.3 Honda (n=1168) 70.4 40.4 39.6 Q. Which brand did you use the most often in the past 3 months?[SA] (n=1660) Q. Which brand is the first choice when you use in the next time? [SA] ] (n=1660) Q. When there are relatives/ friends ask you about Motorbike brand to use, which brand do you recommend for them? [SA] (n=1660) 3. Motorbike Brand Repertoire Unit: % Honda and Yamaha are the leaders of the market The market is very competitive with 50% of un-loyal consumers  Honda is the leader of the market with 70.4% of brand users, followed by Yamaha (19.9%).  About 50% of consumers are loyal or advocate their currently used brand, the rest of about 50% of consumers switch to another brand to use or to recommend to their relatives / friends. 10
  11. 11. Honda & Yamaha users are loyal with their own brand the most  The loyalty towards key players of this market, Honda & Yamaha, is high (86.2% and 83.5%, respectively), while other brand users are not much loyal to their currently used brand, except for Piaggio. Q. Which brand do you currently use the most often?[SA] (n=1660) Q. Which brand is the first choice when you use in the next time? [SA] (n=1660) Unit: % 57.4 46.2 30.0 56.1 18.5 42.6 53.8 70.0 43.9 81.5 Honda (n=1168) Yamaha (n=331) Suzuki (n=30) Piaggio (n=41) SYM (n=54) Loyal brand users Users that intend to switch brand BRAND IN THE NEXT PURCHASE Honda Yamah a Suzuki Piaggio SYM Others Total BRAND MOST OFTEN USE Honda 57.4 13.8 3.9 22.0 1.8 1.1 100.0 Yamaha 27.5 46.2 5.1 16.9 3.0 0.0 100.0 Suzuki 23.3 18.3 30.0 23.3 5.0 1.2 100.0 Piaggio 39.0 4.9 0.0 56.1 0.0 0.0 100.0 SYM 31.5 11.1 7.4 31.5 18.5 0.0 100.0 Brand intending to choose in the next purchase *Note: Based on those who will choose in the next purchase 4. Motorbike brand Loyalty / Switching 11
  12. 12. 1.3 3.3 0.0 0.0 0.0 1.4 2.1 3.3 4.9 1.9 11.0 15.7 16.7 24.4 31.5 63.5 60.7 70.0 56.1 53.7 22.8 18.1 10.0 14.6 13.0 Honda (n=1168) Yamaha (n=331) Suzuki (n=30) Piaggio (n=41) SYM (n=54) Definitely unsatisfied Unsatisfied Neutral Satisfied Definitely satisfied Mean 4.05 3.88 3.87 3.80 3.78 5. Motorbike Brand Satisfaction Honda motorbike users are satisfied with their currently used brands the most (4.05 mean), next mention is Yamaha users (3.88 mean). Q. How is your satisfaction towards the brand that you used the most often in the past 3 months (n=1660) 12
  13. 13. Ranks of Popularity Motorbike brand Popular Brand Index 1 Honda 68.6 2 Yamaha 27.9 3 Piaggio 11.7 4 Suzuki 7.5 5 SYM 6.8 The PBI is obtained by Internet Sampling method, where using online panel with 1660 respondents in W&S Vietnam database (Vinaresearch). The results obtained for Motorbike with PBI concept are: Q. Regarding Motorbike brands, which brands do come to your mind?[FA] (n=1660) Q. Which Motorbike Brands are easily found on media including: Television, radio, ad words, newspaper, etc.,?[MA] (n=1660) Q. Which brand did you use the most often in the past 3 months?[SA] (n=1660) Q. Which brand is the first choice when you buy in the next purchase? [SA] (n=1660) 6. Popular Brand Index Results (PBI)  Honda Motorbike’s Popular brand Index ranks the first (68.6), the next popular player is Yamaha (27.9). 13
  14. 14. W&S Joint Stock Company is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’ and ‘Web marketing’. Online research is conducted based on Vinaresearch – our actively managed over 140,000 members panel with various segmentations across Vietnam. FOR FURTHER INQUIRIES, PLEASE CONTACT: W&S Joint Stock Company » Address: Floor 10, 40 Pham Ngoc Thach St., District 3, HCMC » Office phone: (848) 38 223 215 Fax: (848) 38 223 216 » Email: info@vinaresearch.jp » Website: http://vinaresearch.jp/ The copyright of this report belongs to W&S Joint Stock Company. The results (analyzing, wording, data, tables and graphs) of this survey can be publicly used, but must be cited and sourced from W&S Joint Stock Company (also include its website address http://vinaresearch.jp).

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