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What do Vietnamese eat at eat-in of convenience stores?

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The increase of convenience stores (CVS) has changed the eating style of Vietnamese, in a way that they start to eat at eat-in space of the shops.

This survey is conducted in order to find out the usage of eat-in space at CVS in HCM. The survey report is consist of the two methods as follows

Published in: Marketing
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What do Vietnamese eat at eat-in of convenience stores?

  1. 1. Q&Me is online market research provided by Asia Plus Inc. Eat-in space usage at Vietnam convenience store
  2. 2. Overview The increase of convenience stores (CVS) has changed the eating style of Vietnamese, in a way that they start to eat at eat-in space of the shops. This survey is conducted in order to find out the usage of eat- in space at CVS in HCM. The survey report is consist of the two methods as follows The survey is consist of 2 kind of researches. Online research 500 samples at the age of 16 - 39 in HCM Fieldwork 110 major CVS stores in HCM (721 visitors)
  3. 3. Convenience store popularity
  4. 4. # of convenience stores in Vietnam (as of May 2018) Name HCM Hanoi Others Total Family Mart 136 0 24 160 Vinmart+ 332 371 102 805 Mini Stop 115 0 1 116 Circle K 164 96 1 261 Shop & Go 101 18 0 119 B's Mart 147 0 0 147 Zakkamart 41 0 5 46 7 Eleven 12 0 0 12 Satrafoods 148 0 0 148 GS25 5 0 0 5 Total 1201 485 133 1819 Number of Convenient store has increased by 21% thanks to the increase in HCM and Hanoi 824 995 408 485 102 128 1334 1608 2017 2018 HCM Hanoi Others TTL * The above graph figure does not include Zakkamart, 7- eleven, Satrafoods nor GS25 as it was newly added this year
  5. 5. CVS Brand recognition 87% 84% 76% 65% 56% 49% 29% 11% 12% 15% 17% 27% 31% 30% 42% 36% 1% 1% 7% 8% 13% 21% 29% 53% FamilyMart VinMart + Circle K Ministop B's Mart Shop & Go Seven Eleven GS25 Visited Recognized Don't know Family Mart, VinMart+, Circle K are the top 3 recognized brands Q. Which convenience stores do you know?(SA), Consumer survey
  6. 6. Store popularity VinMart + FamilyMart Circle K Ministop B's Mart Shop & Go Seven Eleven GS25 Total 32% 26% 23% 10% 5% 2% 2% 0% Male 31% 23% 24% 13% 5% 2% 2% 0% Female 32% 28% 22% 8% 6% 2% 2% 1% 16-22 13% 30% 28% 15% 8% 3% 2% 0% 23-29 30% 28% 28% 7% 4% 1% 1% 1% 30-39 50% 20% 11% 10% 6% 2% 2% 0% Vinmart is popular with the elderly while FamilyMart is generally used Q. Which convenience store do you use the most?(SA)
  7. 7. Reason to choose Good location (House) Good location (Office/sch ool) Good location (Others) Cleanlines s Good staff behaviors Good brand A variety of foods Good space for eating / relaxing A variety of non- foods products Good pricing of foods Good parking availability Good quality of non-foods products Good taste of foods Good pricing of non-foods products Others Total 59% 37% 30% 29% 27% 26% 26% 25% 25% 25% 22% 19% 18% 12% 1% Male 52% 38% 31% 34% 28% 30% 28% 31% 24% 24% 24% 22% 20% 9% 2% Female 64% 36% 29% 24% 27% 23% 24% 20% 25% 27% 19% 16% 16% 14% 1% 16-22 52% 44% 34% 31% 26% 33% 30% 31% 31% 27% 16% 21% 26% 12% 1% 23-29 56% 40% 27% 24% 22% 24% 22% 21% 20% 24% 21% 16% 13% 9% 2% 30-39 68% 27% 31% 33% 35% 24% 28% 24% 25% 25% 27% 21% 19% 16% 0% Location is the most important factors Q. What are the reasons that you go to convenience stores?(MA)
  8. 8. Eat-in usage at convenience stores
  9. 9. Convenience store eat-in space usage (Among CVS users) 80% 80% 80% 90% 80% 72% 20% 20% 20% 10% 20% 28% Total Male Female 16-22 23-29 30-39 No Yes About 80% use eat-in space. Younger group uses more than older group. Q. Do you use eat-in space at convenience stores?(SA), Consumer survey
  10. 10. Reasons to use eat-in space of convenience stores 61% 54% 51% 49% 36% 33% 27% 24% 20% 30% Good air-con environment Convenient to staty short-time Good WIFI availability Able to eat what is bought at stores Convenient to stay there long time Good for ready-to-eat meals (e.g instant cup noodles) Good to stay with others Good to stay solo Electric charger availablity Others About 80% use eat-in space. Younger group uses more than older group. Q. What are the reasons to use canteen??(SA), Consumer survey
  11. 11. Lunch time is the busiest, among the duration when the fieldworks are done Eat-in space seat occupancies 29% 25% 27% 54% 18% 21% 33% 34% 32% 37% 21% Q. How many seats do you see at eat-in space? / How many people do you see at eat-in space? (Fieldwork)
  12. 12. CVS Eat-in space users 20’s and lowers. Female is slightly higher than male 49% 51% Gender Male Female 4% 15% 63% 16% 1% 1% Age (estimated) 9 and lower 10's 20's 30's 40's 50 and over Q. What are their estimated ages? / What are their genders? (Fieldwork)
  13. 13. Actions at eat-in space? 46% stay at eat-in while eating foods. Most stay there chatting with friends or using their mobile.. 38% 8% 44% 9% Eat / drink ratio Eat & Drink Eat only Drink only Neither eat nor drink Q. How many are applicable to the following? / What are they doing at eat-in? (Field work) 34% 30% 14% 12% 6% 5% 4% 2% 9% Chatting with friends Working / Playing with mobile Relaxing Studying / Reading Playing games Working/Playing with PC Listening to mucis Sleeping Others Activities
  14. 14. Food at counter – based on field work 〇=available at most stores △=available limited stores or little exposures at store Store made noodle • Fried noodle • Pasta • Soup noodles / Pho Lau Banh Mi / Sandwiches Meat bun / Dumping Fried items Sausage / Hot dog - 〇 - 〇 〇 〇 〇 - 〇 〇 〇 〇 - 〇 〇 〇 〇 〇 Q. Please check the food near the casher and check if they deal with followings (MA), Fieldwork
  15. 15. Drink at counter – based on field work 〇=available at most stores △=available limited stores or little exposures at store Ice drink Coffee / Tea Juice / Fruit drinks Smoothies / Shin to - 〇 - - 〇 〇 △ - 〇 〇 〇 - Q. Please check the drinks near the casher and check if they deal with followings (MA), Fieldwork
  16. 16. Popular foods at eat-in space Q. What do they eat? (MA), Fieldwork No.1 Snack No.2 Cup instant noodle No.3 Lau No.4 Cup noodle (store made) No.5 Desert No.6 Lunch box No.7 Fried items No.8 Bahn Mi No.9 Rice ball No.10 Fruits
  17. 17. Popular foods at eat-in space 16% 15% 10% 9% 7% 6% 6% 5% 3% 3% 3% 3% 3% 10% Snacks and cup noodles are popular. Q. What do they eat? (MA), Fieldwork
  18. 18. Popular eat-in product by timing Lau is popular in the morning. Snack is popular in each timing.Cup noodle is popular after 11:00 9:00-11:00 11:00- 14:00 14:00- 18:00 18:00-later Others 39% 37% 41% 17% Lunch box 8% 4% 9% 0% Desert 5% 3% 11% 10% Store made noodle 5% 15% 4% 7% Lau 23% 5% 7% 23% Instant cup noodle 5% 20% 13% 27% Snack 17% 17% 15% 17% By percentage 9:00-11:00 11:00-14:00 14:00-18:00 18:00-later Others 24 60 56 5 Lunch box 5 7 12 0 Desert 3 5 15 3 Store made noodle 3 24 5 2 Lau 15 8 9 7 Instant cup noodle 3 32 18 8 Snack 11 27 20 5 By Qty Q. What do they eat? (MA), Fieldwork
  19. 19. Lau Snack Cup noodle (instan t) Desert Fried items Lunch box Rice ball Banh Mi Bread / Sandw iches Meat bun Items from outside Fruits Rice cake Store made noodle Others Salad Soup Family Mart 21% 17% 11% 10% 8% 7% 4% 4% 4% 4% 4% 1% 0% 0% 9% 0% 0% Circle K 3% 15% 18% 3% 1% 5% 4% 5% 1% 2% 5% 5% 0% 28% 6% 0% 0% Ministop 5% 18% 14% 7% 9% 6% 2% 3% 5% 2% 0% 3% 0% 2% 14% 0% 0% Lau is popular at Family mart. Circle K sells a large numbers of store-made noodles Q. What do they eat? (MA), Fieldwork Popular foods at eat-in space (by brand)
  20. 20. Store-wise analysis 21% 17% 11% 10% 8% 7% 4% Lau Snack Cup noodle (instant) Desert Fried items Lunch box Rice ball Popular eat-in items 11% 17% 21% 7% 11% 11% 22% Popular eat-in items (group, %) Noodles Snacks Lau Bread-related Rice-related Fruit / Desert Others FamilyMart 28% 18% 15% 6% 5% 5% 5% Store made noodle Cup noodle (instant) Snack Others Lunch box Banh Mi Items from outside Popular eat-in items 46% 15% 3%6% 9% 8% 12% Popular eat-in items (group, %) Noodles Snacks Lau Bread-related Rice-related Fruit / Desert Others Circle K 18% 14% 9% 7% 6% 5% 14% Snack Cup noodle (instant) Fried items Desert Lunch box Lau Others Popular eat-in items 16% 18% 5%8% 9% 10% 35% Popular eat-in items (group, %) Noodles Snacks Lau Bread-related Rice-related Fruit / Desert Others 23% 19% 19% 8% 8% 4% 4% Snack Desert Bahn Mi Fruits Lunch box Cup noodle Rice ball Popular eat-in items 4% 23% 18% 12% 27% 15% Popular eat-in items (group, %) Noodles Snacks Lau Bread-related Rice-related Fruit / Desert Others Ministop Seven Eleven
  21. 21. Lau sales differences between FamilyMart and Ministop Both of FamilyMart and Ministop sells Lau, FamilyMart seem to focus on its promotions while Ministop sells a variety of different foods IMG_2781.PNG Price Promotions Product variety Packaging Ministop provides the plastic package with a top, while FamilyMart is a paper cup, which is difficult to take away. Thus, FamilyMart users tend to stay at eat-in space for eating. FamilyMart lau price is lower by 25% vs Ministop, starting from 3,000 VND FamilyMart runs the package deal to offer (contents of promotions) at (pricing of promotion) VND. Also the visibility of Lau at the counter or shop-front is bigger FamilyMart has 22 different items while Ministop has 15 items. FamilMart has more variety of different Lau ingredients.
  22. 22. Popular drinks at eat-in space 25% 23% 16% 11% 9% 8% 1% 1% 0% 5% 10% 15% 20% 25% 30% Water Soft drink / Juice Carbonated drinks Tea Coffee Milk Beer Other alcohols Water is the most popular drinks Q. What do they drink? (MA), Fieldwork
  23. 23. Popular drinks at eat-in space (by brands) Water Soft drinks / Juice Carbonated drinks (e.g Coca cola) Milk Tea Coffee Beer Other alcohols Familymart 26% 22% 21% 8% 7% 7% 2% 0% Circle K 22% 24% 14% 10% 12% 14% 0% 1% Ministop 30% 22% 14% 8% 15% 2% 0% 0% Water, Soft drink and Carbonated drinks are commonly popular in eat-in space. Q. What do they drink?(MA)
  24. 24. Eat-in policy by store staff Most staffs allow not to purchase but don’t allow to bring items from outside. 91% 9% If they could stay at eat-in without purchase Allow Not allow 49% 6% 45% If they could bring foods / drinks from outside Allow Allow in case customer buy something Not allow Q.Do they allow to use their eat-in space without purchase?(SA) Q.Do they allow users to bring their own foods and drinks?(SA)
  25. 25. Summary • CVS has been widely recognized. FamilyMart, VinMart+, Circle K and Ministop has more than 90% of recognitions. • Eat-in space are popular especially with 10’s and 20’s. 80% of convenience store users have used them. • People like eat-in due to its convenience locations as well as good facilities (air-con, WIFI). The location is used both for chatting and relaxing • Snacks, cup instant noodles and lau are the top 3 popular products that are taken at eat-in. Instant cup noodles are popular among lunch and dinner time, while snacks are taken regardless of the timing. • FamilyMart has a dominant popularity with its Lau due to its strong pricing and bigger exposure, while MiniStop has a good balance of foods due to its wide menu. Circle K’s noodle menu creates the unique demand
  26. 26. AUDIENCE PROFILE
  27. 27. Respondents – Consumer research(N=498) 10's 9% 20's 61% 30's 30% Age Male 47%Female 53% Gender HCM city 100% City 10% 41% 49% 20M ~ 7.5M ~ 20M ~ 7.5M Individual income
  28. 28. Respondents – Visited research(N=721) Male 49% Female 51% Gender 3% 15% 63% 16% 1% 1%Ages 9 and lower 10's 20's 30's 40's 50 and over 28 2827 13 14 The number of stores to have visited Familymart Circle K Ministop Seven ElevenHCM city 100% City
  29. 29. Q&Me – About Online Market Research Services
  30. 30. 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
  31. 31. 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 Dec, 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
  32. 32. Our advantage – Quick with quality Online is considered to be “cheap and bad” in general. Q&Me provides several methods providing data with quality Our quality score by SSI 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.
  33. 33. 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.
  34. 34. 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

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