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Market research top-line                           May 2011              HCM.C            HA NOI         DA NANG Highlight...
About   Viettrack is a monthly research news-letter developed by FTA Research & Consultant, the    representative of ESOM...
The portrait of Vietnamesemiddle aged female customers
Occupation   Middle aged women in 30 – 45 year old are fairly dynamic, almost of them tend to manage both official works  ...
Income    Those financial independence middle aged women gain an income over 20 million VND per month    mainly from their...
Interested in lifeFamily and health are the key driver of women life, which are more important when they get older. The yo...
Job views   Middle aged women still care and spend fairly much time for work, however, when turn into 45 – 55 year   old, ...
Objectives of life     Beside investing in children, 30 – 40 year old women also have other objectives in work, business, ...
Time management for daily activities   Over 70% in timetable of middle aged women is used for working and taking care of f...
Middle aged women and health care            activities
Health care       3 main health problems of middle aged women include hypertension, osteoporosis and rheumatism.       In ...
Health care activitiesDoing physical exercise, having periodic health check and drinking nutritional milk are 3 health car...
Physical activities30 – 40 year                          Physical                  45 – 55 year                           ...
Drinking nutritional milk30 – 40 year                                 45 – 55 year old women                              ...
Functional food usage30 – 40 year                                       45 – 55 year                 Functional           ...
Middle aged women and beauty care             activities
Using spa service              30 – 40 year                          45 – 55 year               old women                 ...
Fashion style    An elegant, simple and basing on personal preference is fashion style of almost middle age women. They   ...
Favorite color                                       Total                 HCM.C                    Ha Noi              Da...
Middle aged women andentertainment activities
Entertainment activities                                                       30 – 40 year           45 – 55 year        ...
Traveling habit                                                                                   Domestic                ...
Intended travel destination for the next year     Nha Trang, Da Lat and Vung Tau are 3 most popular destinations in Vietna...
Middle aged women and    advanced study
What course they have applied ?     There are over 30% 30 – 40 year-old-ladies who have joined some langue courses, colleg...
Purchase behavior ofmiddle aged women
Spending in total monthly income                                         Food                  7                          ...
Spending cuts in the price storm period   Clothes/ beauty product, entertainment and meeting friends are 2 expenditure whi...
General purchase behavior   Some general purchase behavior of middle aged women:   •     Is the main decision maker for al...
Shopping channels 2 main shopping channels of middle aged women are wet market and supermarket. In particular, wet market ...
Other information
Media habit Beside TV, magazine and newspaper, WOM (word of mouth) is also an important communication channel to approach ...
Media habit        7AM – 10AM is the time to read newspapers and magazines of middle age women.        6PM – 10PM, they sp...
Favorite characters Cam Ly, pressman Lai Van Sam and singer My Tam are 3 most favorite person of middle aged women. Amongs...
Favorite TVCs Vinamilk funny TVC ( laughing cow) impressed many middle aged women. Besides, women in HCMC especially like ...
CONCLUSIONS
Income                                                        Health care activities- They are dynamic women,             ...
Income                                                       Health care activities- Women in HCM.C: income from their    ...
General purchase behavior and Communication channel to approach middle agedwomen (30 – 55 year old) include:   Beside foo...
THANK YOU!
Khảo sát phụ nữ Việt Nam - eng version - 22 june
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Khảo sát phụ nữ Việt Nam - eng version - 22 june

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Khảo sát phụ nữ Việt Nam - eng version - 22 june

  1. 1. Market research top-line May 2011 HCM.C HA NOI DA NANG Highlight: Behavior and lifestyle of Vietnamese high-income middle aged women
  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 demand of consumers. Viettrack is done according to ISO 20252:2006, the international quality standard in market research and ESOMAR Code of Conduct. Viettrack May 2011 is conducted amongst general population (30 - 55) in 3 big cities of Vietnam (HCMC, Hanoi, Danang) with the sample size N=300 (equally for each city). This study aims at sketching out main information about behavior and life style of Vietnamese high-income middle- aged ladies through finding out:  Objectives and interesting in their life  Main income and job views  Time management for daily activities  Entertainment and health care activities  Spending behavior in the price storm period  Other information (fashion style, communication channel to approach…)→ Thus, this information will help marketers to have suitable marketing efforts to this potentialsegmentation.
  3. 3. The portrait of Vietnamesemiddle aged female customers
  4. 4. Occupation Middle aged women in 30 – 45 year old are fairly dynamic, almost of them tend to manage both official works and their own business. However, Approximately 40% of 45 – 55 year old women leaves work to act housewife role. There is difference between women in each cities: - 45 – 55 year old women in HCMC tend to have their own business. - 56% of 45 – 55 year old women in Ha Noi does housework. - 45 – 55 year old in Da Nang is still employed (34%) Total HCMC Hanoi Da Nang N=150 N=50 N=50 N=50 % Business owner Employee Housewife/ Retired30 – 40 year old women Total HCMC Hanoi Da Nang N=150 N=50 N=50 N=50 % Business owner Employee Housewife/ Retired45 – 55 year old women
  5. 5. Income Those financial independence middle aged women gain an income over 20 million VND per month mainly from their own business as well as profit from investment in gold and real estate. Especially in Da Nang, most of 30 – 40 year old women’s income come from monthly salary. It appears that income of older women in Hanoi mainly comes from investment in gold and/or real estate. Average monthly income: 20,266,667 VND, with: Total HCMC Hanoi Da Nang N=150 N=50 N=50 N=50 Profit from their own business % Profit from inviest in gold, real 44 42 38 52 estate Personal salary 14 21 28 Husbands salary 2230 – 40 year 40 old women Others 28 20 24 6 1 2 8 2 8 Average monthly income: 20,533,333 VND, with: Total HCMC Hanoi Da Nang N=150 N=50 N=50 N=50 Profit from their own business % 26 Profit from invest in gold, real 37 42 42 estate Personal salary 10 33 30 60 Husbands salary 2645 – 55 year old women 13 8 Others 14 20 14 3 6 86 2
  6. 6. Interested in lifeFamily and health are the key driver of women life, which are more important when they get older. The youngerwomen group (30s) also remark the importance of career and social status.Women in HCMC tend to fair share their mind for family and their own affairs (health, work…) whereas othersin Hanoi and Da Nang take care of their family more. 30 – 40 year old women 45 – 55 year old women 59 65 % Family/ children 95 99 Health 20 27 95 99 Career/ Social status 17 6 73 48 Love/ marriage 3 44 27 Beauty 1 1 78 66 1 1 Most interested Interested iFriends and social relationship 63 53 HCMC Hanoi Da Nang HCMC Hanoi Da Nang N=50 N=50 N=50 N=50 N=50 N=50 Family/ children 46 70 60 56 68 70 Health 30 12 18 34 24 24 Career/ Social status 18 16 16 10 4 4 Love/ marriage 6 - 2 - - - Friends and social relationship - - 2 - 4 - Beauty - 2 2 - - 2
  7. 7. Job views Middle aged women still care and spend fairly much time for work, however, when turn into 45 – 55 year old, they tend to lighten the workload in order to take care of their family and their health as well. 30 – 40 year old women 45 – 55 year old women Spend much time on working for career % development 56 33 Spend less time on working to take care of 52 69 family Take a little time for study 26 9 Spend less time on working for personal care 26 47 Spend more time on developing social relationships 16 22 Concentrate to study for personal development 14 6 HCMC Hanoi Da Nang HCMC Hanoi Da Nang N=50 N=50 N=50 N=50 N=50 N=50 Spend much time on working for career development 64 52 52 42 22 36 Spend less time on working to take care of family 30 40 84 50 68 88 Take a little time for study 22 22 34 8 10 10Spend less time on working for personal care 16 22 38 42 44 56 Spend more time on developing social relationships 14 4 30 22 16 28 Concentrate to study for personal development 8 - 34 4 2 12
  8. 8. Objectives of life Beside investing in children, 30 – 40 year old women also have other objectives in work, business, purchase house/ car and long term invest, meanwhile, 45 – 55 year old majorly invest in their children and partly in business for themselves. At the age, women of 40s are considering the marriage for their children. 30 – 40 year old women 45 – 55 year old womenInvest in children(e.g: pay for their study abroad) 35 49 % 66 75 Invest / develop their own business 23 20 64 52 Purchase house/ car 13 5 51 43 Invest in gold, real estate, saving 11 12 65 64 Promotion/salary increase 9 3 37 15 Get married 5 1 13 6 Widen social relationship 2 2 44 32 Do charity 1 1 20 29 Go travel 1 1 61 54 Start their child marriage 6 Most important Important 7 41 HCMC Hanoi Da Nang HCMC Hanoi Da Nang N=50 N=50 N=50 N=50 N=50 N=50 Invest in children(e.g: pay for their study abroad) 30 34 40 26 72 50 Invest / develop their own business 16 30 22 36 4 20 Invest in gold, real estate, saving 14 10 10 12 18 6 Purchase house/ car 14 8 16 6 4 4 Promotion/salary increase 12 12 4 4 - 6 Widen social relationship 4 - 2 4 - 2 Start their child marriage - - - 12 2 4
  9. 9. Time management for daily activities Over 70% in timetable of middle aged women is used for working and taking care of family/ children, in which working account for 37% 30 – 40 year old women’s time and that take less time to 45 – 55 year old women. On the other hands, the 40s women spends more time for their health care. Many women in this age still work on weekend (about 10%), the majority are women who do business by their own. 30 – 40 year 45 – 55 year old women old women WEEK DAYS 3% 1% 7% 7% % 3% 5% 7% 5%Work 24% 37%House work 10% 12%Children care 15% 19% 27% 18%Health careBeautifying WEEKENDPersonnal entertainment 3% 1% 12% 3% 10% 4% Business Housewife EmployeeStudy 11% 9% owner / Retired 7% 11% Work 20 5 -Social activities 26% 31% House work 21 28 39 12% Children care 22 24 28 12% Health care 12 13 12 26% 22% Beautifying 9 10 7 Personal 10 14 9 entertainment
  10. 10. Middle aged women and health care activities
  11. 11. Health care 3 main health problems of middle aged women include hypertension, osteoporosis and rheumatism. In particular, 30 – 40 year old women seems to have problems with hypertension, while women in 45 – 55 year old meet more problems with osteoporosis and rheumatism. 30 – 40 year 45 – 55 year old women old women Health problem Health problem Hypertension 36 % Osteoporosis 42 %Have some health Have some health problem Osteoporosis 28 problem Rheumatisms 38 Healthy Healthy Hypertension Rheumatisms 28 37 Cardiovascular 14 Diabetes 20 Diabetes 7 Hypotension 8 Heard ache 3 Stomach 8 Hypotension 3 Cardiovascular 8 Dyspepsia 1 Allergy 4 Base on all Bronchitis 1 N=150 Base on respondents who respondents N=150 Base on respondents who have health problems N=25 have health problems, Base on respondents who N=74 have health problems
  12. 12. Health care activitiesDoing physical exercise, having periodic health check and drinking nutritional milk are 3 health caremethods which middle age women choose.45 – 55 year old women seems to prefer doing physical exercises. 30 – 40 year 45 – 55 year old women old women % Do physical exercise 56 77 Have periodic health check 55 62 Drink nutritional milk 33 40 Use functional food 23 25 Ask nutrition specialist 11 13 Purchase valuable medicine 9 11 Do no thing 3 4 N=150 N=150
  13. 13. Physical activities30 – 40 year Physical 45 – 55 year Physical old women activities old women activities % Naturalpathic 41 % Aerobic physical exercises 29 30 – 40 year old women GYM Jogging Yoga 16 prefer Aerobic, GYM or Yoga Aerobic 15 Yoga and do exercises Jogging GYM 10 not only in gymnasium Badminton 3 Naturalpathic physical but also at home, in the exercises Swimming 1 Tennis park as well.Do their own exercises 1 Dance 1 Meanwhile, Most of 45 – Dance Place 55 year old women Place Location near home % choose gentle activities Gymnasium Gymnasium such as naturopathic At home At home physical exercises, jogging and yoga and Location near Cultural house home (parks..) often set in location Swimming pool close to home (e.g. Cultural house Tennis court park) Base on respondents who do physical Base on respondents who do physical N=84 N=116 exercises to protect health exercises to protect health
  14. 14. Drinking nutritional milk30 – 40 year 45 – 55 year old women old women Anlene % Vinamilk % Vinamilk Ensure Vinamilk, Anlene and Ensure Anlene are 3 most popular milk brand Dutch Lady with middle age women. Ensure Ba Vi Among this, 30 – 40 year old Abbott women choose Vinamlik while Dutch Lady Ensure canxium cerial 45 – 55 year old women prefer Anlene. Vinamilk canxi milk Yomost Nutifood milk Herbalife Base on respondents who drink Base on respondents who drink N=50 N=60 milk to protect health milk to protect health
  15. 15. Functional food usage30 – 40 year 45 – 55 year Functional Functional old women old women food usage food usage % Vitamin % Vitamin supplement supplement 74 Health Health improvement improvement 35 Some middle age women Good for skin. Anti- Good for skin, aging usually use functional food to anti-aging 35 Good for bones and supply vitamin and improveGood for bones ankle and ankle 21 health, from drugstore, multilevel selling channel orPlace Place oversea. Drug store 56 Drug store 61 % Multilevels 32 Oversea 37selling channel Multi-levels selling 29 Oversea 24 channel Hospital 9 Hospital 24 Supermarket 3 Supermarket 5Base on those who use functional food for Base on those who use functional food for N=34 N=38taking care of their health taking care of their health
  16. 16. Middle aged women and beauty care activities
  17. 17. Using spa service 30 – 40 year 45 – 55 year old women old women There are more 45 -55 year old women 64 % go to the spa than 30 – 40 year old Have gone toAlmost have Almost have women (59%), with a once a month the spa Have gonenot gone to not gone to 59% to the spa frequency. They usually come there tothe spa the spa 41% 36% have their skin and body cared. Base on 30 – 40 year old female Base on 45 – 55 year old respondents, N = 150 female respondents, N = 150 Frequency of going to spa Common used service in spa Number of times going to the spa/ month 1.38 41 Skin care % 78 Every week 6 % Body care 46 71 22 2- 3 times/ month Sauna 3 39 Whitening 1 Onec a month 29 48 Skin treatment 7 27 Once/ 2 month Slimming treatment 2 11 Once/ 3 month Waxing 9 Most common used service 15 Less once/ 3 month Common used service 7 2 Special treatment…1 Base on respondents who have gone to the spa N = 143
  18. 18. Fashion style An elegant, simple and basing on personal preference is fashion style of almost middle age women. They also tend to choose clothes basing on their personal preference. However, While 30 – 40 year old women like youthful style, 45 – 55 year old women prefer mature and respectable style. 30 – 40 year 45 – 55 year old women old women N = 150 N = 150 % sophisticated fashion Elegant/ simple Elegant/ simple style Personal preference Tend to go trends Personal preferenceMerging with the crowd Impressive/ difference Merging with the crowd Do not like to show Do not like to show Show social status social status social status Youthful Youthful Mature/ respectable Do not care about Do not care about trademark Prestigious trademark trademark A is more correct The same B is more correct
  19. 19. Favorite color Total HCM.C Ha Noi Da Nang 30 – 40 year old women % White 25 20 24 30White, pink, black are3 most favorite color Pink 17 16 16 20of middle age Black 16 22 16 10women.45 – 55 year old Violet 9 10 10 6women prefer blackthan pink, especially 45 – 55 year old womenin Ha Noi, conversely, %others in Da Nang White 22 26 18 22prefer pink. Pink 12 14 4 18 Black 15 14 18 12 Violet 10 12 8 10 N=150 N=50 N=50 N=50
  20. 20. Middle aged women andentertainment activities
  21. 21. Entertainment activities 30 – 40 year 45 – 55 year old women old women Spend time with familyENTERTAINMENT Watch TV Family hold an AT HOME RELAX/ Read newspaper/ magazines important position Online amongst middle aged Listen music women’s entertainment Reading activities. Shopping Beside that, 45 – 55ENTERTAINMENT Spa/ beauty care activities year old women usually OUTSIDE RELAX/ Do exercise/ play sport join charity. Enjoy cuisine Although middle age Go travelling women do not go Café/ bar/ discotheque travelling often, most of Activities of company’s organization them desire to travel. ACTIVITIES SOCIAL Social activities/ charity N=150 N=150 3 activities want to do 3 activities usually do
  22. 22. Traveling habit Domestic Oversea Times of travel/ 1.97 1.31 year Middle age women usually go travelling once to twice a year, both domestic and oversea, in summer vacation or national vacation, with their husband and children. N=262 N=48 The common occasion for traveling Base on respondents who have gone travelling Companions Summer vacation %National vacation(30-4, 1-5, 2/9) Husband and children % 30-40 year old 45-55 year old (N = 133) (N = 129) Lunar new year Husband Compani Most often Compani Most often ons companions ons companions Anytime Friends/ Colleague Husband and 74 68 81 75 children Children 38 16 41 9 In the end of the year Husband (Christmas, New Year..) Parents/ sisters and Friends/ Colleague 44 8 29 8 brothers Children 23 4 38 5 Parents/ sisters and Alone brothers 32 2 27 1Base on respondents who have gone travelling, N = 262 Alone 6 1 5 1
  23. 23. Intended travel destination for the next year Nha Trang, Da Lat and Vung Tau are 3 most popular destinations in Vietnam. Besides, 45 – 55 year old women also like Ha Long Bay. Thailand, Singapore and China are 3 most wanted overseas travel destination of middle aged women. Domestic Oversea 30 – 40 year 45 – 55 year 30 – 40 year 45 – 55 year old women old women old women old women Nha Trang 30 30 % Thailand 11 10 Da Lat 27 29 Singapore 8 7 Vung Tau 14 14 China 6 6 HCM.C 11 9 Sapa 9 12 Korea 4 2 Ha Noi 9 8 U.S 3 2 Ha Long bay 8 15 U.K 2 0Mui Ne, Phan Thiet 8 9 Malaysia 2 2 Phu Quoc 7 5 France 2 2 Da Nang 7 4 Italy 2 2 Sam Son 5 4 Hue 5 8 Japan 2 1 N=150 N=150 N=150 N=150
  24. 24. Middle aged women and advanced study
  25. 25. What course they have applied ? There are over 30% 30 – 40 year-old-ladies who have joined some langue courses, college, other degrees or master/ doctor in order to develop their career. Meanwhile, there is only 15% of 45 -55 year old women have joined courses which are majorly cooking course, just a little remainders study language and college. 30 – 40 year old women 45 – 55 year old women Base on 30 – 40 year old female respondents , N=150 Base on 45 – 55 year old female respondents , N=150 % Study foreign language Skill course 54 55 Study foreign College/ language other College/Skill course degrees 41 other degrees 31 27 Master/Doctor 27 19 Master/Doctor IT course IT course 2 5 5 Base on respondents who have joined a course, N=48 Base on respondents who have joined a course, N=22
  26. 26. Purchase behavior ofmiddle aged women
  27. 27. Spending in total monthly income Food 7 Beside food, transport and communication are Clothes/ beauty product 14 28 basic demands, clothes and beauty product make Health problem up a large amount of monthly expenditure of8 Transport and Communication middle aged women. 6 Travelling Middle aged women averagely keep about 14% of 10 6 Entertainment/ meeting total monthly income for saving. 6 8 friends 8 Education Women in Hanoi tend to invest in gold and real estate more than others. Base on all respondents, N=300 % HCMC HA NOI DA NANG 7 9 5 26 13 16 12 28 30 7 6 12 7 10 8 9 10 7 7 5 6 2 9 8 8 9 6 5 6 9 N=100 N=100 N=100
  28. 28. Spending cuts in the price storm period Clothes/ beauty product, entertainment and meeting friends are 2 expenditure which have maximum cut downs in “storm of price” period. Customers in Da Nang specially decrease expenditure in entertainment but only cut a little spending for clothes/ beautifying. TOTAL HCMC HA NOI DA NANG N= N= N= N= Education 85 14 145 2 69 25 6 44 90 10 63 83 15 2 63 % Drug 79 17 4 264 84 88 93 73 234 86 81 19 86 Food 78 19 4 224 87 8 83 5 75 196 72 71 29 72 Transport & 43 34 23 234 54 24 22 85 31 45 24 78 42 35 23 78 Communication Travelling 23 51 26 282 29 37 33 96 17 63 20 89 23 52 25 89 Clothes & beauty 20 33 47 232 20 25 55 75 14 25 62 86 27 50 24 86 product Entertainment/ 18 38 44 267 96 80 80 meeting friend 22 32 46 17 42 41 16 41 44Other expenditures 38 31 31 300 53 31 16 100 15 32 53 100 44 29 28 100 Saving 67 29 4 256 80 20 74 0 41 51 8 92 80 15 5 92Invest in gold, real 72 26 2 130 estate 82 16 16 2 60 38 2 62 79 18 3 62 None cuts Little cuts Maximum cuts
  29. 29. General purchase behavior Some general purchase behavior of middle aged women: • Is the main decision maker for almost family’s durables • Search for information before making purchase • Willing to pay higher for the prestigious manufacturer • Do not like online shopping • Choose product by following their own taste A is more correct than B A The same B B is more correct than A Is the main decision maker for almost Only being the main decision maker family’s durables 68 19 13 for their own personal products Search for information before making 62 12 25 Make decision right in the store purchase Willing to pay higher for the prestigious Prefer to low price than prestigious 59 17 24 manufacturer manufacture Willing to pay more for those product 54 9 37 Only need product with basic with extra functions functions Can go shopping anytime even when 53 13 34 Purchase just when in need do not have the need Be the first to try a new product 41 22 37 Just use product which being used by many people Like consult for other people when 39 38 24 Don’t have any idea when other they shopping people’s shopping Pay more attention in design 29 14 57 Pay more attention in function Preferred foreign brand 27 28 45 Foreign brand is not important Choose product by following the 9 16 74 Choose product by following their TREND own taste Like online shopping 8 15 76 Dislike online shopping Base on all respondents , N = 300
  30. 30. Shopping channels 2 main shopping channels of middle aged women are wet market and supermarket. In particular, wet market is the major channel when buying food. Modern shopping channels like supermarket, department store are prioritized to choose when purchasing clothes and beauty products. Food Necessities Clothes Durable High-tech items % Wet market 82 12 15 1 0 Super market 15 52 36 13 1 Convenient store 2 6 5 0 0 Grocery store 0 26 0 0 0 Commercial center 0 3 14 8 4 Boutique 0 0 15 2 3 Showroom 0 0 1 14 12 Electronic supermarket 0 0 0 63 81 Online shopping 0 0 1 0 0 TV shopping 0 1 0 0 0Buying products from oversea 0 0 2 0 0 Multilevel selling channel 0 0 1 0 0 Fashion shop 0 0 10 0 0 Base on all respondents , N = 300
  31. 31. Other information
  32. 32. Media habit Beside TV, magazine and newspaper, WOM (word of mouth) is also an important communication channel to approach middle aged women. Talking to family 100 % Watching movies on TV 100 Watching TV 100 Talking to friends 97 Reading newspapers 82 Reading magazines 62 See the posters, display advertising on the street 53 Online or log in email by internet at home 49 See ads on public transport 47 See ads on LCD in buildings 37 Read leaflets on newspapers 25 Watch movies in the cinema 15 Read free distributed newspapers/ picture magazines 12 Listen radio 10 Use internet or email in internet café. 9 Use internet or email by mobile phone 8 Base on all respondents, N = 300
  33. 33. Media habit 7AM – 10AM is the time to read newspapers and magazines of middle age women. 6PM – 10PM, they spend time with family, watching TV and surfing internet at home. Talk to Talk to Read Read Internet at Watch TV family friend newspapers magazines home5AM 1 1 0 0 0 06AM 5 8 1 14 4 07AM 9 20 6 47 28 38AM 10 13 17 45 34 89AM 13 11 31 28 23 1810AM 18 15 35 18 19 1811AM 37 28 24 9 15 1212PM 44 35 10 7 11 81PM 26 12 9 5 8 22PM 5 4 15 4 11 103PM 6 5 27 5 12 84PM 6 11 27 5 8 115PM 12 29 26 4 5 126PM 34 59 21 3 4 157PM 71 73 18 4 5 328PM 86 76 15 4 8 389PM 78 55 9 4 5 3010PM 55 28 3 2 4 2611PM 17 8 1 0 2 912AM 2 0 0 0 0 4Base on, 300 300 290 247 186 146N= Base on all respondents, N = 300
  34. 34. Favorite characters Cam Ly, pressman Lai Van Sam and singer My Tam are 3 most favorite person of middle aged women. Amongst, Cam Ly is especially liked in HCMC, women in Hanoi prefer pressman Lai Van Sam and My Tam have the enthusiastic supporting from hometown audiences – Da Nang. TOTAL HCMC HA NOI DA NANG % Singer Cam Ly 16 28 4 15 Pressman 15 0 26 19 Lai Van Sam Singer My Tam 14 5 9 28 Singer 13 16 9 14 Dam Vinh Hung Singer Quang Dung 9 10 8 9 President 9 6 7 14 Ho Chi Minh Composer 8 6 6 13 Trinh Cong Son Comedian 8 12 2 9 Hoai Linh N=150 N=50 N=50 N=50
  35. 35. Favorite TVCs Vinamilk funny TVC ( laughing cow) impressed many middle aged women. Besides, women in HCMC especially like Sunsilk creative TVCs more than others. TOTAL HCMC HA NOI DA NANG % Pure Vinamilk with 22 16 21 29 laughing cow TVC Sunsilk Creative Shampoo TVC 5 10 4 2 Creative Comfort – Comfee family TVC 5 5 7 2 Knorr MSG TVC 4 2 2 7 Anlene milk – actress Michelle Yoeh 3 3 5 1 N=300 N=100 N=100 N=100
  36. 36. CONCLUSIONS
  37. 37. Income Health care activities- They are dynamic women, - Almost having no health problem, just 17% of manage both official works and them have health problem, among that, their own business. hypertension is most common.- Earn 20 million VND/month - 3 actions to protect health: majorly from their own business. 1.Earobic, GYM or Yoga in gymnasium or at home.Family vs. Work 2. Periodic health check- Family is the most interesting. 3. Drinking milk: choose Vinamilk- However, spending more time on working to develop their own career and business. Beauty care activities- 11% women have own business - 59% have gone to the spa with the once a still work on the weekend. month frequency to have skin and body care - Favorite fashion style: elegant, simple not so Objectives of life prominent and youthful basing on their own taste. 1. Invest for their children - Favorite color: White and black, women in Da 2. Develop their own business Nang especially prefer pink than others. 3. Purchase house/ car 4. Invest in gold and real estate Entertainment activities 5. Be promoted, increase salary - 3 common entertainment activities to do:Study enjoy time with their family, watching TV and 30 – 40 year old women shopping.- 32% have joined courses for developing career/ job: - Desired to do activity: travelling - Foreign language - Favorite domestic destination: Nha Trang, Da Lat, Vung Tau. - College/ second degree - Fovorite oversea destination: Thailand, - Master/ Doctor Singapore, China
  38. 38. Income Health care activities- Women in HCM.C: income from their - About 50% of them have health problem, majorly own business Osteoporosis, rheumatoid and hypertension.- Women in Ha Noi: Most of them act - 3 health care activities: housewife role, income from invest in gold/ real estate 1. Naturalpathic physical exercises, jogging or yoga in place close to their home like parks.- Women in Da Nang: Majorly employee, income from monthly salary. 2. Periodic health check 3. Drink milk: choose AnleneFamily vs. Work- Family is the most interesting. Beauty care activities- Tend to spend less time on working to take care of family and their own - 36% of them have gone to the spa with once a health. month to have skin and body care.- 9% of them are business owners, - Favorite fashion style: elegant, not so majorly in HCM.C and still work in the prominent, base on their own taste and have weekend. to be mature and respectable. - Favorite color: White and black, Da Nang Objectives of life especially prefer pink than black. 1. Invest for their children 2. Developing their own business Entertainment activities 3. Investing in gold/ real estate - 3 common entertainment activities to do: enjoying time with family, watching TV and 45 – 55 year old womenStudy shopping. - Desired to do activity: traveling- Only 15% of them have joined some - Favorite domestic destinations: Nha courses, the major take cooking or Trang, Da Lat, Vung Tau and Ha Long make-up course. Remainder learn bay. foreign language. - Favorite oversea destination: Thailand, Singapore, China
  39. 39. General purchase behavior and Communication channel to approach middle agedwomen (30 – 55 year old) include: Beside food, clothes/ beauty product and transport and communication are most major monthly expenditure of middle women. In the “storm of price” period, expenditure for clothes/ beauty product is maximum cuts. In addition, they take 14 % excerpt of total monthly income for saving and 7% for gold and real estate investing. Women in Hanoi especially invest more in gold and real estate (9%). Middle age women are main decision makers for almost family’s durables:  Purchasing by following their own taste and prefer prestigious manufacturers.  Do not like online shopping  Search for information before making purchase  Care about function more than design.  Main shopping channel: market and super market  Buy food in the market majorly.  Supermarket and modern channel likes commercial center, boutique are main shopping channel for clothes and beauty product. WOM (word of mouth) is the most important channel to approach middle age women beside newspaper, magazine, radio and internet. They interact and talk to friends and family almost day:  8 – 11AM & 3 – 7PM: Chatting with friends  6 – 9PM: Talking to family Favorite person of middle age in each city is different:  HCMC: Cam Ly  Ha Noi: Pressman Lai Van Sam  Da Nang: My Tam
  40. 40. THANK YOU!

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