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Vietnamese shampoo usage and brand image

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The survey about how Vietnamese use the shampoo and their perception about the consumer brands. The survey has been collected over 400 respondents female living in HCM and Hanoi

Published in: Marketing
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Vietnamese shampoo usage and brand image

  1. 1. Survey about shampoo usage and brand image in Vietnam Q&Me is online market research provided by Asia Plus Inc.
  2. 2. Research Background This survey clarifies the lifestyle related with washing hair among Vietnam female, as well as their brand perception  Gender: Female  Age: 18-39  Location: HCM / Hanoi  Number of respondents: 420
  3. 3. Respondents’ hairstyle 7% 6% 7% 12% 36% 32%
  4. 4. 9% 24% 52% 5% 9% 1% 9% 16% 66% 4% 4% 1% 9% 20% 58% 4% 7% 1% Twice per day Once per day Once per 2 - 3 days Once per 4 - 5 days Once per week Less often HCM Hanoi All Frequency of hair wash 71% washes their hairs less than once per day Q. How often do you wash your hair? (SA)
  5. 5. 20% 77% 47% 10% 21% 88% 71% 7% 21% 82% 58% 9% Bath tub Shower Sink Others HCM Hanoi All Bathroom facilities Still the comfortable bathroom environment is not provided fully yet Q. What kind of bathroom environment do you have? (MA) Q. Does your bathroom have hot water? (SA) 50% 79% 64% 50% 21% 36% HCM Hanoi All Yes No Availability of hot water Bathroom facilities
  6. 6. Q. Please choose the types of products that you use usually.(Please choose all applicable) (MA) Usage of hair care 75% 21% 35% 6% 1% 4% 0% 88% 20% 53% 9% 3% 7% 3% 81% 20% 44% 7% 2% 6% 1% Shampoo Rinse-in Shampoo Rinse or Conditioner Hair pack treatment (washable) Hair pack treatment (not for wash) Soap Others HCM Hanoi All Usage of the independent rinse or conditioner is less than half, although the usage in Hanoi is higher
  7. 7. Q. Where do you buy hair care products? (shampoo, rinse, treatment etc)(MA) Purchase locations Supermarket 73% Local Store / Street market 36% Local Market 19% Convenience Store 19% Cosmetic shops 16% Brand shops 13% Drug store 6% Friends 5% Online / Facebook 4%
  8. 8. Purchase factors 67% 56% 55% 50% 28% 27% 12% 11% 11% 10% 53% 15% 11% 9% 6% 4% 0% 0% 2% 1% Important Most important Consumers buy products considering about effects most Q. What is important (most important) when you choose shampoo (select all applicable) (MA) Effect = Prevent itching, hair loss, dandruff etc)
  9. 9. Q. Please share us all (the most) affected items to choose the brand in use (MA, SA) Influence factor 45% 43% 36% 17% 16% 16% 15% 14% 13% 12% 9% 8% 29% 21% 22% 4% 5% 8% 3% 3% 1% 2% 2% 2% Influenced items Most influenced items TVC and word-of-mouth (friends, family) are the dominant factors
  10. 10. Brand recognition and usage
  11. 11. Brand Stickness Q. Do you stick with same brand or flexible? (SA) Always same brand, 27% Same brand but sometime flexible, 66% Always flexible, 8% 74% are flexible to change the brand
  12. 12. Q. Please list up shampoo that you are in use currently (FA), N=543 Those who were misspelled are included as long as we could identify the brand Brand in Use (by free comment) Dove are used by most, followed by CLEAR and PANTENE 26% 17% 16% 12% 7% 5% 3% 3% 2% 2% 1% 1% Influenced items
  13. 13. Q. Please list up shampoo that you are in use currently (FA), N=543 Those who were misspelled are included as long as we could identify the brand Top of the mind (BD) (by free comment) Clear & Dove are most associated shampoo brand. CLEAR DOVE SUNSIL K PANTEN E Head & Shoulder Rejoice THÁI DƯƠNG ENCHA NTEUR TRESem me Double Rich L'Oreal X-Men Lifebuoy All 22% 21% 16% 13% 5% 5% 2% 2% 2% 1% 1% 1% 1% Hanoi 22% 22% 18% 14% 3% 4% 3% 2% 1% 1% 1% 1% 0% HCM 22% 19% 15% 13% 7% 6% 1% 1% 2% 1% 1% 1% 1% 18-24 19% 22% 18% 12% 3% 4% 4% 1% 3% 0% 1% 1% 1% 25-29 23% 20% 15% 15% 5% 5% 2% 2% 2% 0% 0% 2% 2% 30-39 24% 20% 13% 13% 6% 5% 1% 2% 1% 0% 1% 1% 0% All Hanoi HCM 18-24 25-29 30-39
  14. 14. Q. When you hear, “shampoo brand for elderly (youth), which products come up on your mind? (youth =N=888, eldery N=820) Those who were misspelled are included as long as we could identify the brand Brand for youth and elderly (by free comment) Dove is most associated with youth image, while Thai duong is for elderly 20% 19% 13% 11% 10% 7% 4% 4% 3% 2% 1% 19% 25% 16% 13% 0% 6% 6% 0% 1% 1% 1% 3% 1% 1% Brand for elderly Brand for youth
  15. 15. Brand voice of customer comparison (by free comment) 21 SUNS ILK CLEA R PANT ENE Head & Shoul der Rejoic e My Hao TRES emme X-Men Doubl e Rich THÁI DƯƠ NG Lifebu oy bồ kết L'ORE AL Roma no encha nteure ur Brand for elderly 19% 20% 13% 11% 4% 7% 3% 1% 10% 2% 4% Brand for youth 25% 19% 16% 13% 6% 6% 1% 1% 3% 0% 1% 0% 1% 1% Brand in use 26% 17% 17% 16% 7% 5% 3% 3% 2% 2% 1% 1% Top of the mind 21% 16% 22% 14% 5% 5% 2% 2% 1% 1% 2% 1% 1% 2% Brand for elderly Brand for youth Brand in use Top of the mind
  16. 16. Q. Please choose the brand that is applicable to each image (SA) N=375, those who chooses shampoo themselves Brand Image (by choice from given 5 brands) Brand for me Good for my hair Advertised a lot A good quality Easy to find Premium Affordable Endorsed by celebrity Pantene 22% 24% 18% 24% 18% 20% 14% 24% Head&Shoul 15% 15% 15% 18% 14% 16% 12% 19% Sunsilk 18% 18% 28% 14% 30% 7% 37% 20% Dove 26% 27% 27% 32% 22% 32% 15% 22% Rejoice 5% 5% 6% 6% 12% 5% 17% 3% Pantene Head&Shoul Sunsilk Dove Rejoice Dove for the high-quality and premium image. Sunsilk affordable and easy-to-find.
  17. 17. Respondent profile Full-time employme nt, 58% Part-time employme nt, 8% Self-owned business, 7% Freelancer, 4% Full‐time homemake r, 3% University student, 18% Others, 3% Occupation HCM, 53% Hanoi, 47% Residence Single, 49% Married, 50% Others, 1% Married Status 18-19, 7% 20-24, 24% 25-29, 25% 30-34, 35% 35-39, 9% Age
  18. 18. Q&Me – Smartphone market research
  19. 19. Who we are (1) – What is Q&Me Q&Me is the online market research services in Vietnam. Due to our online utilization and direct panels, we offer the researches in days with 1/3 of the traditional research company cost. 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
  20. 20. 17% 8% 8% 8% 8% 8% 7% 7% 7% 22% 0% 1% 18% 31% 22% 14% 7% 3% 3% 1% <9 10-14 15-19 20-24 25-29 30-34 35-3940-44 45-49 50- Stats Q&Me Active users by age Urban user ratio (top 6 provinces) 22% 51% 78% 49% Stats Q&Me Top 6 provinces Others Who we are (1) – Q&Me panelist Due to the utilization of online, our service is best suited for the survey targeting 10’s – 30’s in urban areas
  21. 21. Contact Us URL: http://www.qandme.net Contact: info@qandme.net Q&Me is operated by Asia Plus Inc. Asia Plus Inc. Floor 1 25/7A Nguyen Binh Khiem str., Ben Nghe ward, District 1, HCMC, Vietnam Tel. +84 839 100 043 Q&Me is online market research provided by Asia Plus Inc.

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