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Vietnam Economy - Bussiness review 08/2010

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Vietnam Economy - Bussiness review 08/2010

  1. 1. Market Research August - 2010 HO CHI MINH CITYMAIN TOPIC Vietnam Economy – Business Reviews: • Efficient supports for Businessman • Top 5 interested columns
  2. 2. About Viettrack is a monthly research news-letter developed by FTA Research & Consultant, the representative of ESOMAR in Viet Nam. It is conducted base on a monthly research. It aims at delivering comment, evaluation and true feeling of research objects about present time’s economic situation as well as promotion campaigns or products to producers and marketers. It is expected to help them understand to offer better service to unsatisfied demands of consumers. Viettrack is done according to ISO 20252:2006, the international quality standard in market research and ESOMAR Code of Conduct. Viettrack in August aims to: • Understand purchasing and reading behaviors towards Economy/ Business Reviews of Vietnamese business class • Evaluate/ give comments on popular Economy/ Business Reviews available on the market. The objective of this research is to supply to strategic planners information related to “reference group” in the economy.
  3. 3. Research findings Viettrack matches the ISO standard 20252:2006
  4. 4. Awareness level towards Economy/ BusinessReviews % Private First line Total Male Female company managing directors executive Tiếp Thị Gia Đình 45 39 62 40 50 68 65 77 66 70 Doanh nhân Sài Gòn 43 44 40 41 45 66 64 70 66 65 Sài Gòn Tiếp Thị 39 37 43 39 38 61 61 60 62 59 Thế Giới Doanh Nhân 34 33 36 36 31 61 64 51 65 56 Thành Đạt 42 44 34 43 40 58 60 53 61 55 Doanh nhân & Pháp luật 34 34 32 42 25 55 57 51 66 44 Thời báo Kinh Tế Sài Gòn 35 37 28 34 35 51 54 42 49 52 Nhịp Cầu Đầu Tư 30 29 34 29 31 48 46 51 49 46Vietnam Investment Review 32 34 25 34 29 45 48 36 46 43 Thời báo Kinh Tế Việt Nam 27 30 19 18 36 44 48 34 40 48 Kinh Tế & Đô Thị 17 17 17 17 17 39 37 43 37 41 Nữ Doanh Nhân 23 14 49 22 24 39 29 68 37 41 Thời báo Doanh Nhân 21 22 17 22 20 39 40 36 39 38 Phong Cách Doanh Nhân 25 25 25 27 23 38 36 43 40 36 The Saigon Times 22 20 26 14 29 37 37 36 34 39Tạp chí Marketing Việt Nam 22 28 6 19 25 36 42 19 36 35 N=200 N=147 N=53 N=100 N=100 Ever heard or ever known about Ever read Q1a. Economy/ Business Review ever heard/ ever known. Q1b. Economy/ Business Review ever read.
  5. 5. Economy/ Business Review read most frequently % Private First line Total Male Female company managing directors executive Tiếp Thị Gia Đình 15 11 26 15 15 35 31 45 32 37 Thành Đạt 15 16 9 15 14 35 36 32 35 35 Doanh nhân Sài Gòn 6 7 4 8 4 35 35 32 31 38 Thời báo Kinh Tế Sài Gòn 10 13 2 12 8 31 32 26 32 29 Sài Gòn Tiếp Thị 7 7 8 5 9 29 28 32 29 29 Nhịp Cầu Đầu Tư 8 7 9 6 9 24 22 30 22 26 Doanh nhân & Pháp luật 4 5 2 6 2 24 24 23 29 18 Thế Giới Doanh Nhân 2 2 2 3 23 22 25 25 21Vietnam Investment Review 4 5 2 5 3 22 24 15 26 17Thời báo Kinh Tế Việt Nam 5 6 5 4 21 25 9 18 24 The Saigon Times 10 9 11 7 12 19 16 26 12 25 Nữ Doanh Nhân 7 21 7 6 17 8 40 17 16 Phong Cách Doanh Nhân 3 3 2 3 3 16 16 15 18 14 Thời báo Doanh Nhân 3 3 2 2 3 15 18 6 15 14Tạp chí Marketing Việt Nam 3 4 2 4 12 14 6 11 13 Kinh Tế & Đô Thị 8 8 8 8 8 N=200 N=147 N=53 N=100 N=100 Have ever read during the past 3 months Most frequently read Q1c. Economy/ Business Reviews have ever read during the last 3 months Q1d. The most frequently read Economy/ Business Review
  6. 6. Frequency of reading Economy/ Business Reviews % Private First line Total Male Female company managing directors executive Average time/ week 4.62 4.35 5.38 4.24 5.01 7 times/ week or more 33 29 27 43 38 8 8 5-6 times/ week 10 11 13 33 33 32 3-4 times/ week 30 26 27 30 32 1-2 time(s)/ week 17 21 N=200 N=147 N=53 N=100 N=100 S3. Frequency level of reading Economy/ Business Reviews
  7. 7. Top 5 interested columns % Private First line Total Male Female company managing directors executive The local & global market situation 46 48 38 49 42 Financial review 45 46 42 47 42 Law issues in business 34 35 30 41 26 Information about activities of brands 34 37 26 41 27 Marketing Knowledge 33 37 23 34 32 Stock Exchange market 29 31 23 34 23 Advice for businessman 24 26 19 19 29 Investment opportunities & new market 24 26 17 22 25 Information Technology news 23 23 21 22 23 Businessman Forum 22 22 21 21 23 Management Art 22 20 25 16 27 Business case/ Secrets for success 22 22 23 20 24 Company introduction 21 24 13 20 22 Import - Export Information 21 22 17 18 23 Entertainment/ Culture information 20 19 23 20 20 Building company culture 18 18 17 19 16 Health 17 9 40 16 18 Businessman ‘s family 16 14 21 17 14Story of businessman/ Introduction of successful 13 13 11 7 18 businessman Advertisement 12 10 17 7 17 Fashion 11 3 32 8 13 Relax 2 1 4 3 1 N=200 N=147 N=53 N=100 N=100 Q3. Top 5 interested columns when reading Economy/ Business Reviews
  8. 8. Information source for the awareness of Economy/ Business Reviews % Private First line Total Male Female company managing directors executive Friends/ Relatives 85 84 87 86 83 Colleagues 67 65 70 67 66 Internet 66 70 53 64 67 Newspapers available at coffee shops 52 52 49 49 54Direct marketing from newspapers offices 43 49 25 44 41 Business partners 38 43 25 35 41 Newspapers available on airplanes 36 36 34 36 35 Newspapers available at hotels 33 35 26 32 33 N=200 N=147 N=53 N=100 N=100 Q4 Information source for the awareness of Economy/ Business Reviews
  9. 9. Places where Economic/ Business Reviews beingread frequently % Private First line Total Male Female company managing directors executive Company 97 97 94 94 99 Home 77 77 77 80 74 Coffee shops 65 70 49 61 68 N=200 N=147 N=53 N=100 N=100 Q5. Places where Economic/ Business Reviews being read frequently
  10. 10. Economy/ Business Reviews Buyers % Private First line Total Male Female company managing directors executive Family members 92 91 93 91 92Employees in my company 55 57 51 61 46 I buy it/them 42 44 38 48 36 N=200 N=147 N=53 N=100 N=100 Q6. Who are the Economy/ Business Reviews buyers ?
  11. 11. Conclusion• Top Economy/ Business Reviews being aware and read most frequently are Tiếp Thị Gia Đình, Doanh Nhân Sài Gòn, Sài Gòn Tiếp Thị, Thế Giới Doanh Nhân, Thành Đạt, Doanh Nhân Pháp Luật và Thời Báo Kinh Tế Sài Gòn.• Top 4 Economy/ Business Reviews being read most frequently by both male and female doing business are Tiếp Thị Gia Đình, Doanh Nhân Sài Gòn, Sài Gòn Tiếp Thị, Thế Giới Doanh Nhân.• Currently, there is no significant differentiation between readers in Private business and readers in First line management on choosing Economy/ Business Reviews. However, readers in First line management read Saigon Times more frequently than readers in Private business.• Generally, business people read Economy/ Business Reviews frequently, the reading frequency is from 4 – 5 times/ week.• Female readers of Economy/ Business Reviews have a higher reading frequency than male readers; while readers in First Line Management read Economy/ Business Reviews more frequently than individuals readers in Private Companies.• Top 5 interested columns of Economy/ Business Reviews: The local & global market situation, Financial review, Law issues in business, Information about activities of brands, Marketing Knowledge. However, most of female business are interested in Health and Fashion column.• Company is the place where Vietnamese business people have time to read Economy/ Business Reviews most frequently.
  12. 12. Monthly Market Research Viettrack is monthly released on 15th. If you have any responses and enquires, please don’t hesitate to contact us at: Tel: +84 8 3514 2584 Email: viettrack@fta.com.vn www.ftaresearch.com

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