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Milk tea vs coffee image in Vietnam

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Vietnamese enjoy spending their time in cafe and we have two types of shops - milk tea shops & coffee shops

This survey is conducted to compare images between milk tea shop and coffee shop image towards Vietnamese customer in terms of their usage behavior and perception.

The survey was conducted to 581 respondents in both Ha Noi and Ho Chi Minh City in May 2018.

Published in: Marketing
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Milk tea vs coffee image in Vietnam

  1. 1. Q&Me is online market research provided by Asia Plus Inc. Tea or coffee - Vietnamese preference and images Asia Plus Inc.
  2. 2. Survey Objective This survey is conducted to compare images between milk tea shop and coffee shop image towards Vietnamese customer in terms of their usage behavior and perception. The survey was conducted to 581 respondents in both Ha Noi and Ho Chi Minh City in May 2018.
  3. 3. Shop visit frequency 4 times / week and more 2-3 times / week Once / week 2-3 times / month Once / month Less often / do not use 18-23 9% 24% 14% 15% 12% 25% 24-29 12% 21% 15% 15% 8% 30% 30-39 7% 21% 14% 16% 10% 33% Tea shops 4-5 times / week 2-3 times / week Once / week 2-3 times / month Once / month Less often 18-23 6% 20% 19% 7% 16% 33% 24-29 15% 24% 18% 9% 9% 26% 30-39 19% 27% 12% 11% 5% 27% Coffee shops Q. How often do you drink milk tea / coffee? Coffee shops have higher visit frequency from 30’s, while the youth visit tea shops more
  4. 4. Who do you go shops with? Q. Who do you usually go with when going to the milk tea / coffee shop? Tea shops are more for the casual relationships while coffee shops are more business-related Tea shops Coffee shops Friends 67% Family 38% Colleagues 27% Boy / girlfriend 23% Friends 69% Colleagues 41% Family 28% Client 21%
  5. 5. Times / Money to spend Q. How long do you stay at coffee shops / milk tea shops / How much do you spend for coffee shop in average (per person)? Time and amount spent in the shops are very similar between milk tea shops and coffee hops Tea shops Coffee shops 16% 55% 25% 3% 0% Less than 30 minutes 30 - 60 minutes More than 1 - 2 hours More than 2 - 3 hours More than 3 hours 10% 53% 31% 5% 2% Less than 30 minutes 30 - 60 minutes More than 1 - 2 hours More than 2 - 3 hours More than 3 hours Average spending / person: 53,000 VND Average spending / person: 53,500 VND
  6. 6. Image differences Q. As the attributes below, do you think about the coffee shop or milk tea shop? Lively Tea shop - 82% Coffee shop - 36% Quiet Tea shop - 27% Coffee shop - 90% For youth Tea shop - 87% Coffee shop - 49% For adult Tea shop - 30% Coffee shop - 90%
  7. 7. Image differences Q. As the attributes below, do you think about the coffee shop or milk tea shop? Milk tea shops are federated with lively, youth images. Coffee shops are more quiet and adult images 82% 80% 64% 48% 27% 36% 66% 71% 77% 90% Lively Gathering Affordable Premium Quiet Image differences Milk tea shop Coffee shop 87% 31% 30% 49% 86% 90% For youth For work place For adult Atmosphere differences Milk tea shop Coffee shop
  8. 8. Brand popularity 61% 55% 51% 49% 43%45% 43% 39% 36% 35% 14% 14% 15% 7% 12% Gongcha TocoToco Ding Tea Royal Tea Phúc Long Tea shops Recognized Shops visited Favorite shops 77% 71% 59% 42% 31% 63% 62% 47% 32% 21%25% 31% 16% 5% 5% Trung nguyên Highland The coffee house Starbucks Đen Đá Coffee Coffee shops Recognized Shops visited Favorite shops
  9. 9. Summary • Coffee shops are visited by 30’s the most, while the youth visit tea shops more • Tea shops are used for the casual relationships while coffee shops are more business-related • Time and amount spent in the shops are very similar between milk tea shops and coffee hops. In average, 50,000 + VND are spend per visitor and more than 30% of them stay there more than 1 hour • Milk tea shops are federated with lively, youth images while Coffee shops are more quiet and adult images • Popular tea shops are Gongcha, Toco Toco and Ding Tea • Popular coffee shops are Trung Nguyen, Highland coffee, The coffee house
  10. 10. Respondent profile (N=581) Gender Male, 51%Female, 49% 18-23, 31% 24-29, 30% 30-39, 38% Age HCM, 54% Hanoi, 46% City Household income 8% 14% 20% 24% 19% 14% Under 4,000,000 VND 4,000,000 - 9,000,000 VND 9,000,001 - 14,000,001 VND 14,000,001 - 20,000,000 VND 20,000,001 - 30,000,000 VND Above 30,000,000 VND
  11. 11. Reference: Milk tea shops and coffee shops in Vietnam
  12. 12. Coffee chain stores Name HCM Hanoi Others Total Trung Nguyen 38 8 11 57 Highland 72 45 60 177 Coffee House 49 10 5 64 Urban 24 4 4 32 Passio 23 6 0 29 The Coffee Bean and Tea Leaf 13 2 0 15 Stabucks 24 10 2 36 Cong Caphe 9 31 8 48 Phuc Long 28 0 0 28 Coffee Factory 13 0 0 13 Effoc 5 0 4 9 Total (All) 298 116 94 508 Number of coffee chain has increased by 34% thanks to the increase in HCM City area * The above graph figure does not include Effoc, as it was newly added this year 224 293 83 11666 90 373 499 2017 2018 HCM Hanoi Others TTL
  13. 13. Milk tea chain stores Name HCM Hanoi Others Total Bobabop 50 21 35 106 Chago 1 9 10 20 Dingtea 11 100 89 200 Gongcha 18 6 14 38 Hot&Cold 32 0 3 35 Koi Thé 19 0 0 19 Lavida 14 0 0 14 Phuc Long 28 0 0 28 Royal Tea 9 7 10 26 Trà Tiên Hưởng 32 4 9 45 Toco Toco 25 61 64 150 Heekaa 6 3 2 11 Uncle tea 10 3 5 18 R&B tea 13 0 2 15 Total (All) 268 214 243 725 268 214 243 725 2018 HCM Hanoi Others TTL Number of milk tea chain chain are over 700 stores
  14. 14. Q&Me – About Online Market Research Services
  15. 15. Enhanced Service 3: Business survey Provide the technology-driven solution to understand the market better Our research solutions Online market research Quick data collection and real-time analysis using online technology Offline data collections research Traditional market research with technology, for better quality assurance
  16. 16. Our Solution Survey is conducted via mobile phone and the data is processed real-time Affordable Quick High quality Takes 24 - 48 hours for most surveys, proving real-time analysis Superb real-time analysis for flexible and accurate data collection 1/3 of the competitor pricing
  17. 17. 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. 330,000 members as of Mar, 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
  18. 18. Process for the quality assurance 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.
  19. 19. 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 Evaluation for our quality assurance
  20. 20. 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. +84 839 100 043

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