A survey conducted in December 2015 with 504 Vietnamese individuals aged 18-39 reveals that Vietnamese consumers are generally optimistic about their future and take pride in their food and nature, but express dissatisfaction with infrastructure and education. Higher income respondents report greater life satisfaction and a more positive outlook on the future, and while Japan is viewed favorably, China garners the most negative sentiment. The majority of respondents identify diligence as a positive trait of Vietnamese people, although issues such as noise and cunning behavior are also noted.

1. Your sub-title here
Vietnamese consumer confidence and self-image
Their view of satisfaction and images of Vietnamese

2. Survey information
• 504 Vietnamese male/ female among 18-39 years old in
HCM and Hanoi
• Conducted on Dec, 2015

3. Executive Summary
• Vietnamese are optimistic about their future
• Vietnamese like their food and nature the most, while not
satisfied with its infra and education
• More than 60% of Vietnamese think Vietnamese are
diligent
• Those with higher income are more satisfied about the
current life, as well as having more optimistic view on the
future
• Japan is the country with highest popularity while China
is the worst

4. Consumer Confidence

5. Life satisfaction (Current and Future)
0 1 2 3 4 5 6 7 8 9 10
Current in 12 month expectation
Future perspective is more optimistic
Q. How much are you satisfied with your current life / How do you think your life will be in 12 month
Current
Average
5.7
Future
Average
6.3

6. Life satisfaction (Current and Future) 2
Q. How much are you satisfied with your current life / How do you think your life will be in 12 month
Future perspective
Currentsatisfaction
Negative (0-4) 18% Average (5-7) 47% Positive (8-10) 35%
Current – Dissatisfied
Future – Dissatisfied
14%
Current – satisfied
Future – positive
18%
Current – average
Future – positive
16%
1%
Current – satisfied / Future – average
4%
Current – average
Future – average
33%
Current – dissatisfied
Future – average
10%
Current – average
Future – negative
4%

7. Life satisfaction (by profile comparison)
Those with higher income shows more positive attitude
Q. How much are you satisfied with your current life / How do you think your life will be in 12 month
5.5
5.9 5.8 5.6
5.3
6.4
6.1
6.7 6.8
6.2 6
7
0
1
2
3
4
5
6
7
8
HCM Hanoi 列1 Male Female <5M
Income
>5M
Income
Current Life Fute Life

8. 28
%
22
%
49
%
56
%
23
%
22
%
Female Male
Negative Average
Positive
Future perspective is more optimistic
Q. How much are you satisfied with your current life / How do you think your life will be in 12 month
22
%
13
%
44
%
51
%
35
%
36
%
Female Male
Negative Average
Positive
Life satisfaction (by profile comparison)
30
%
20
%
49
% 55
%
21
%
25
%
HCM Hanoi
Negative Average
Positive
22
%
13
%
47
% 47
%
31
%
39
%
HCM Hanoi
Negative Average
Positive
Current Future Current Future

9. Vietnamese Characteristics

10. What Vietnamese like about the country
54%
45%
35%
25%
18%
11% 10% 8%
3% 3% 2% 2%
53%
41%
44%
36%
19%
6%
14%
3% 4% 3% 3% 2%
HCM Hanoi
Food are the best. Hanoi has higher ratio for traditions
Q. What parts do you like about Vietnam (MA, up to 3)

11. What Vietnamese do not like about the country
43%
39%
37%
29%
19%
11% 9% 8% 7% 6% 5%
2%
45% 45%
39%
25%
15%
18%
6% 4%
6% 5%
9%
3%
HCM Hanoi
Infra and education are the two items of dissatisfactions
Q. What parts do you not like about Vietnam (MA, up to 3)

12. What Vietnamese are proud of
4
3
4
11
18
35
35
37
63
64
87
115
131
Others(Politics, Calm, Soccer, Ao Dai)
Agriculture
Independence
Resource
Patoriotism
Food
Nature
Place/ Landscape
Security/ Peace/ Stability
Culture
People's characteristics
Tradition
History
History, tradition and people are the best three
Q. Compared with other countries, what features can Vietnam be proud of (free comments)

13. Vietnamese image
73%
63%
59%
56% 55% 54% 52%
44% 43%
40% 39%
34% 33%
29%
66%
54% 56%
38%
51% 51% 50%
46%
32% 34% 33%
20%
29%
35%
HCM
Ha Noi
Diligent is the most usual image
Kind and untrustworthy are more common in HCM
Q. How do you think about Vietnamese (MA, up to 3)

14. Good / bad aspects of Vietnamese
Good Bad
Diligent 53% Diligent 58%
Humorous 31% Smart 32%
Creative 31% Creative 22%
Smart 29% Torelant 22%
Torelant 25% Humorous 20%
HCM Hanoi
Q. What are the good aspects of Vietnamese / What are the bad aspects of
Vietnamese (MA, up to 3)
Noisy 39%
Inefficient 30% Cunning 35%
Noisy 41%
Inefficient 33%
Cunning 25%
Untrustworthy
20%
Impolite 26%
Untrustworthy
19%
Impolite 31%
HCM Hanoi
Vietnamese think diligent is good, noisy is bad aspect of them
Humorous are common, and Cunning are less common in HCM

15. Feeling on country

16. Feeling on Vietnam
18%
18%
21%
12%
13%
43%
48%
39%
32%
37%
22%
19%
27%
36%
32%
4%
4%
5%
11%
9%
13%
11%
9%
9%
9%
Strongly agree Agree Average Disagree Strongly disagree
I like my country
I would like to contribute myself to development of this country
I’m proud of being Vietnamese
I’m anxious about the future of Vietnam
I think Vietnam’s future will be blight
More than 60% of Vietnamese like their country and have
intention to contribute to development of their country

17. 18% 18% 18% 17% 18% 18% 17%
43% 46%
40% 44% 43% 39%
49%
All Female Male HCM Hanoi <5M
income
>5M
incomeStrongly agree Agree
Female and People who have high salary like Vietnam more
Q. Do you like your country?
Vietnamese feeling - I Like my country
61%
64%
58% 61% 61%
57%
66%

18. Vietnamese feeling - Contribution to Vietnam
Female and people in Hanoi or have high salary intend to
contribute to Vietnam
Q. Would you like to contribute yourself to your country
18% 17% 18% 15% 20% 18% 17%
48% 51%
45% 48%
49%
46% 51%
All Female Male HCM Hanoi <5M
income
>5M
income
Strongly agree Agree
66%
63% 63%
69%
64%
68%68%

19. 21% 20% 22% 18%
24% 21% 21%
39% 40% 38%
41%
37%
37% 41%
All Female Male HCM Hanoi <5M
income
>5M
income
Strongly agree Agree
60% 60% 60% 59%
61%
59%
61%
Vietnamese feeling - Proud of being Vietnamese
People who have high salary tend to be proud of being
Vietnamese
Q. Are you proud of being Vietnamese

20. 12% 11% 13% 13% 11% 13% 11%
32% 32%
32% 31% 33%
35%
29%
All Female Male HCM Hanoi <5M
income
>5M
income
Strongly agree Agree
44% 43%
45% 44%
47%
44%
40%
Vietnamese feeling - Anxious about country
People who have low salary are more anxious about
country’s future
Q. Are you anxious about the future of Vietnam

21. 13% 12%
15% 12% 15% 14% 12%
38% 39%
36% 41% 35% 36% 40%
All Female Male HCM Hanoi <5M
income
>5M
income
Strongly agree Agree
Vietnamese feeling - Future of Vietnam
More people in HCM think Vietnam have bright future
Q. Do you think Vietnam’s future will be bright
51% 51% 51% 52%
49% 50% 52%

22. Foreign country images
7%
7%
7%
8%
9%
14%
29%
32%
30%
29%
41%
10%
11%
15%
13%
16%
30%
38%
37%
39%
41%
39%
36%
68%
66%
66%
64%
48%
30%
27%
30%
26%
18%
25%
11%
9%
10%
8%
6%
2%
3%
3%
2%
23%
3%
2%
3%
2%
China
Cambodia
Indonesia
Laos
Philippines
Thailand
America
Singapore
France
Korea
Japan
Like it very much Like it Average Do not like it Do not like it at all
80% answer they like Japan. 48% answer they don’t like
China
Q. How do you think about Vietnamese? (% of agree)

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