1. Date: March 2013
Creator: W&S Research team
REPORT ON SHAMPOO
VIETNAM 2012
Research time: 27th – 31st December 2012
Based on Vinaresearch’s panellist

2. B. Research information
 Research method : Quantitative research – Online
 Timing : 27th – 31st March 2013
 Sample size : 579
 Research area : Nationwide
 Target : Main decision maker for shampoo product
 Research objectives : Explore shampoo market in 2012
 Sampling method : Natural sampling

3. 1. Important factors
Upon 10 people who were asked, there are nearly 9 respondents choosing Clean scalp as the most imporant factor when
choosing shampoo products. The second factor is Not itchy, account for 83.2%.
Clean scalp is the most important factor, account for 85.5%
[Figure 1] Important factors
 Q. Please tell me what factors you concern when choosing a shampoo product? [Matrix SA] Based on n=579
17.8
15.5
8.6
13.5
47.5
10.4
20.9
14.9
16.8
34.5
49.1
21.4
44.4
48.2
29.9
35.9
32.5
39.4
27.5
31.6
42.1
34.0
43.7
38.3
29.2
44.7
17.8
25.4
45.3
41.6
53.0
41.1
12.6
51.6
29.5
44.6
33.9
18.7
12.1
27.8
8.5
6.4
Hair falling prevention
Healthy and strong hair
Clean scalp
Removing dirt from hair
Good foaming
Not itchy
Aroma
Hair damage prevention
Prestigious brand
Famous brand
International brand
Reasonable price
Recycled packaging
Nice packaging
Definitely not important Rather not important Neutral Rather important Definitely importantUnit: %

4. 2. Kind of shampoo
Dandruff-specialized shampoo is mostly used by 81.3% of 579 surveyed people. The following are Normal and
Premium type with 58.4% and 45.6% respectively.
81.3% chose Dandruff-specialized shampoo
[Figure 2] Kind of shampoo
 Q. Please tell me what types of shampoo you know in the list below? [MA] Based on n=579
81.3
58.4
45.6 44.0
1.4
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0
Dandruff-specialized Normal Premium Herbal Others
Unit: %

5. 2. Kind of shampoo
Dandruff-specialized shampoo is mostly used by both male and femlae group with 82.6% and 80.4% respectively. The
second type also used by both these two group is Normal one, respectively account for 54.3% and 61.7%
Both male and female group use Dandruff-specialized shampoo
[Figure 2] Kind of shampoo – By Gender
 Q. Please tell me what types of shampoo you know in the list below? [MA] Based on n=579
 Q. Please tell me your gender? [SA] Based on n=579
54.3
39.5
82.6
50.0
0.4
61.7
47.7
80.4
42.1
2.2
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0
Normal Herbal Dandruff-specialized Premium Others
Male Female
Unit: %

6. 5. Satisfaction level toward current brand
As being shown in Figure 5, there is 89.1% feels satisfied with their current brand. In particularly, 48.5% completely
satisfies with their current brand.
Most respondents satisfied with their current brand
[Figure 5] Satisfaction level toward current brand
 Q. Please tell me how much do you satisfy with your current brand? [SA] Based on n=579
40.6
48.5
34.4
31.6
56.3
40.3
36.2
45.3
41.3
46.9
60.5
35.4
50.7
55.1
42.7
48.8
Rejoice (n=32)
Romano (n=38)
Sunsilk (n=48)
Head & Shoulders (n=67)
X-men (n=69)
Pantene (n=75)
Clear (n=160)
Definitely dissatisfied Rather dissatisfied Neutral
Rather satisfied Definitely satisfied
Unit: % Unit: %

7. W&S Company Limited is a 100% Japanese investment. Our main professions are ‘Online market
research’, ‘Web creative’ and ‘Web marketing’. Online research is conducted based on Vinaresearch –
our actively managed over 108,000 members panel with various segmentations across Vietnam.
FOR FURTHER INQUIRIES, PLEASE CONTACT:
W&S Company Limited
» Address: Floor 10, 40 Pham Ngoc Thach St., District 3, HCMC
» Office phone: 84 – 8 – 38 223 215 Fax: 84 – 8 – 38 223 216
» Email: info@vinaresearch.jp
» Website: http://vinaresearch.jp/
The copyright of this report belongs to W&S Company Limited. The results (analyzing, wording, data,
tables and graphs) of this survey can be publicly used, but must be cited and sourced from W&S Company
Limited (also include its website address http://vinaresearch.jp).