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HCM vs Hanoi: images & characteristic gaps in Vietnam

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Vietnam’s two biggest cities - HCM and Hanoi is said to have a different culture and people living there have different values in opinions. This survey was made in order to clarify those differences

This survey was conducted among nearly 500 male and female between 18 - 39 years old in HCM and Hanoi in January 2019

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HCM vs Hanoi: images & characteristic gaps in Vietnam

  1. 1. Q&Me is online market research provided by Asia Plus Inc. HCM vs Hanoi : images & characteristic gaps Asia Plus Inc.
  2. 2. Overview Vietnam’s two biggest cities - HCM and Hanoi is said to have a different culture and people living there have different values in opinions. This survey was made in order to clarify those differences This survey was conducted among nearly 500 male and female between 18 - 39 years old in HCM and Hanoi in January 2019
  3. 3. Life value differences between HCM and Hanoi
  4. 4. 95% 94% 94% 91% 79% 78% 64% 64% 61% 48% Important factors in life Family, health and work are the 3 important factors Q. Please choose how important the following choices are for your life.
  5. 5. Q. Please choose how important the following choices are for your life. Important factors in life - By City 97% 96% 95% 93% 83% 78% 74% 65% 64% 53% 94% 91% 93% 89% 72% 80% 55% 58% 63% 44% HCM people Hanoi people HCM people put more importance on internet, beauty and entertainment than Hanoi people
  6. 6. Image differences between HCM and Hanoi
  7. 7. Image of Ho Chi Minh Modern, busy and advanced images Q. What are your images of HCM? Modern 66% Advanced 32% Friendly 25% Exciting 23% Busy 52% Trendy 17%
  8. 8. Image of Hanoi Dominant traditional image Q. What are your images of Hanoi? Modern 29% Advanced 32% Friendly 19% Busy 29%Traditional 52% Exciting 19%
  9. 9. Image association towards HCM & Hanoi HCM is associate with modern & busy images, while Hanoi has a strong image of traditional city Q. What are your images of HCM? Q. What are your images of Hanoi? Moder n Busy Advan ced Friendl y Excitin g Trendy Dange rous Chaoti c Dirty Organi zed Clean Safe Traditi onal Unfrien dly Quiet Others HCM 66% 52% 32% 25% 23% 17% 13% 12% 7% 7% 6% 6% 4% 2% 2% 3% Hanoi 29% 29% 19% 19% 16% 10% 7% 12% 13% 13% 6% 14% 52% 14% 14% 7%
  10. 10. Negative image of Hanoi among HCM people 18% 63% 40% 42% Modern Traditional Hanoi image - Traditional / Modern Hanoi people HCM people The image of Hanoi is very different between HCM and Hanoi people *Very important=33%, important=58% (out of 4 criteria) 20% 23% 38% 5% Busy Quiet Hanoi image - Busy / Quiet Hanoi people HCM people
  11. 11. Vietnamese characters and gaps between HCM and Hanoi
  12. 12. Vietnamese characteristics 89% 87% 85% 85% 80% 80% 77% 74% 74% 72% Q. How much are the following keyword applicable to you? Kind, polite and reliable are the self-estimated characteristics among Vietnamese
  13. 13. Characteristics of HCM and Hanoi people HCM people estimate themselves are polite, kind. Hanoi people are kind, cooperative and reliable Kind Polite Reliable Cooperativ e Honest Hard- working Emotional Effective Easy-going Punctual Total 89% 87% 85% 85% 80% 80% 77% 74% 74% 74% HCM people 89% 90% 85% 83% 80% 78% 80% 70% 73% 73% Hanoi people 89% 84% 86% 87% 80% 82% 75% 79% 76% 74%
  14. 14. 78% 70% 73% 71% 66% 67% 82% 79% 74% 75% 63% 62% Hard-working Effective Punctual Team-working Logical Creative Hanoi people HCM people Gaps in work style Family, health and work are the 3 important factors Q. How much are the following keyword applicable to you?
  15. 15. Image Gaps for Ho Chi Minh people No.1 No.2 No.3 No.4 No.5 HCM people Polite Kind Reliable Cooperative Honest Open Cooperative Trendy Easy going Polite Hanoi people
  16. 16. Image Gaps for Ho Chi Minh people 58% 26% HCM people Hanoi people Quiet 42% 75% HCM people Hanoi people Trendy 64% 44% HCM people Hanoi people Patient
  17. 17. 90% 89% 85% 83% 80% 80% 78% 74% 73% 73% 71% 70% 68% 67% 66% 73% 70% 57% 78% 65% 69% 70% 84% 56% 75% 72% 72% 52% 68% 59% -17% -19% -28% -5% -15% -11% -7% 10% -17% 2% 1% 2% -17% 2% -8% -40% -30% -20% -10% 0% 10% 20% 30% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% HCM Hanoian view of HCM Gao Image gap about HCM people Q. How much are the following keyword applicable to you? Hanoi people think HCM people as open, cooperative and easy-going
  18. 18. Image gaps for Hanoi people No.1 No.2 No.3 No.4 No.5 HCM people Clever Hardworking Polite Trendy Effective Kind Cooperative Reliable Polite Hardworking Hanoi people
  19. 19. Image gaps for Hanoi people 37% 76% HCM people Hanoi people Easy-going 61% 25% HCM people Hanoi people Picky 45% 80% HCM people Hanoi people Honest
  20. 20. Image gap about Hanoi people Q. How much are the following keyword applicable to you? HCM people think Hanoi people as hard-working, polite and effective 89% 87% 86% 84% 82% 80% 79% 76% 75% 75% 74% 73% 70% 63% 63% 55% 63% 36% 69% 71% 45% 66% 37% 55% 55% 52% 58% 51% 48% 54% -34% -24% -50% -15% -11% -35% -13% -39% -20% -20% -23% -15% -20% -16% -9% -60% -50% -40% -30% -20% -10% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Hanoi HCM people view of Hanoi Gap
  21. 21. Do they trust each other? Both of Saigon and Hanoi people consider the others not reliable 85% 57% HCM people Hanoi people Is HCM people reliable? 36% 89% HCM people Hanoi people Is Hanoi people reliable? Gap = 53% Gap = 28%
  22. 22. Audience profile (N=480) Male, 50%Female, 50% Gender 18-24, 33% 25-29, 33% 30-39, 33% Age HCM, 50%Hanoi, 50% City
  23. 23. Q&Me – About Online Market Research Services
  24. 24. Enhanced Service 3: Business survey Provide the research services driven by the technogies Our research solutions Consumer research app Admin platform Traditional market research Collect surveys from online consumers Effective retail audit or data collection Plan, Manage and Analyze data
  25. 25. Our advantage: Direct Panel Management Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 400,000 members as of Nov, 2018 0% 1% 18% 31% 22% 14% 7% 3% 3% 1% Age 19% 18% 6% 4%3%3% 47% HCM Hanoi Can Tho Da Nang Hai Phong Dong Nhai Others 56% 44% Male Female Gender City
  26. 26. Our advantage – Quick with quality Online is considered to be “cheap and bad” in general. Q&Me provides several methods providing data with quality FACT CONSISTENCY SCORE 97% THOUGHT CONSISTENCY SCORE 91% STRAIGHT-LINER/ FLAT- LINER SCORE 89% SPEEDERS SCORE 97% QUALITY CHECK SURVEY SPECIFICATION N (Sample size) 300 IR (Incident rate) 100% LOI (Lenght of Interview) 10 minutes Success Criteria Overral score of 80% or higher THE RESULTS Overal score 93.5% Average score in the industry 73% (*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam. Our quality score by SSI
  27. 27. Our quality assurance process Questionnaire based on the exact profile • Refined and very derailed database panel Take out users with irrelevant replies • Remove Fake questions hit users • Remove Contradicted answer users • Take out straight answer users Take out speed users • We count the average median time and take out those who are less than that Manual check by the experienced researchers • Our experienced researchers will check the relevance as well as open comments Re-assortment of panelist priorities • Based on the survey results, bad users are screened out while prioritizing those who return s good feedbacks.
  28. 28. Contact Us URL: http://www.qandme.net Contact: info@qandme.net Q&Me is operated by Asia Plus Inc. Asia Plus Inc. Floor 2, Songdo Tower, 62A Pham Ngoc Thach Street, Ward 6, District 3, HCM City, Vietnam Tel. +84 2839 100 043

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