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Vacuum Cleaner Market In Vietnam

Panasonic is the Vietnam market leader with 21% share

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Vacuum Cleaner Market In Vietnam

  1. 1. STUDY ABOUT VACUUM CLEANER MARKET IN VIETNAM BY DI-MARKETING (www.di-onlinesurvey.com) Dec, 2016
  2. 2. 1 SCOPE OF WORK  This survey was conducted to study about vacuum cleaner market in Vietnam  Methodology: Online survey  Fieldwork time: 3 days (11/07/2016 to 13/07/2016)  Sample size: N = 400  Geography: Nationwide
  3. 3. 2 KEY FINDINGS • Panasonic, Samsung and LG are the top 3 well-known vacuum cleaner brands in Vietnam • TV ads is the main resource for gaining brand awareness (65%) • Panasonic is the Vietnam market leader (21% share) • Durability (42%), vacuum quality (40%) and economical (39%) are the top reasons for choosing a vacuum cleaner • Noisy operation (25%), lack of features (23%) and hard to be cleaned (21%) are the top reasons make users unhappy • 81% are satisfied with and 33% are loyal to their current vacuum cleaner brand • 73% will recommend their current vacuum cleaner brand to others • Output power is the most concerned technical factor when buying a vacuum cleaner (71%) • Canister vacuum cleaner is the most popular vacuum cleaner type in Vietnam (36%) • 79% chose the vacuum cleaner with capacity of ~2L • 56% spend, on average, $181 for a vacuum cleaner • 63% bought their vacuum cleaner in electronic centers
  4. 4. 3 N = 400 DEMOGRAPHIC INFORMATION GenderAge OccupationLiving Place 19% 17% 29% 34% 2% Over 35 31-35 26-30 18-25 Under 18 37% 63% Male Female 22% 3% 3% 7% 21% 45% Khác Hải Phòng Cần Thơ Đà Nẵng Hà Nội Hồ Chí Minh 6% 2% 6% 10% 11% 13% 15% 36% Others Job seeker/Retired Housewife Factory Worker Self-employed Student Engineer/Doctor/Teacher Officer
  5. 5. 4 OVERALL, PANASONIC, SAMSUNG AND LG ARE TOP 3 WELL-KNOWN VACUUM CLEANER BRANDS IN VIETNAM Do you know any vacuum cleaner brands listed below? (By city) Philips is especially more popular than other brands for Ho Chi Minh consumers N = 400 N = 180 N = 82 N = 138 1% 8% 9% 11% 12% 14% 27% 51% 55% 56% 58% 61% 62% 66% Others Tefal Zelmer Karcher Shimono Bosch Bluestone Hitachi Philips Sanyo Electrolux LG Samsung Panasonic Total 2% 13% 11% 12% 12% 19% 24% 53% 61% 53% 56% 58% 59% 64% Hồ Chí Minh 0% 5% 11% 11% 7% 12% 20% 61% 54% 55% 63% 66% 63% 70% Hà Nội 1% 4% 7% 8% 14% 7% 35% 41% 48% 59% 56% 60% 64% 67% Others
  6. 6. 5 N = 400 N = 158 N = 109 With Over 25 group, Electrolux is more famous than other brands Besides, Sanyo is the most popular brand with Over 35 group 1% 8% 9% 11% 12% 14% 27% 51% 55% 56% 58% 61% 62% 66% Others Tefal Zelmer Karcher Shimono Bosch Bluestone Hitachi Philips Sanyo Electrolux LG Samsung Panasonic Total 0% 6% 10% 10% 12% 8% 20% 56% 53% 56% 46% 70% 66% 68% Under 18-25 2% 9% 6% 10% 11% 19% 38% 44% 51% 49% 62% 53% 56% 66% 26-30 2% 12% 15% 12% 14% 10% 31% 44% 54% 53% 68% 51% 61% 59% 31-35 3% 7% 8% 11% 11% 19% 24% 53% 64% 69% 66% 59% 62% 68% Over 35 N = 59 N = 74 Do you know any vacuum cleaner brands listed below? (By age) OVERALL, PANASONIC, SAMSUNG AND LG ARE TOP 3 WELL-KNOWN VACUUM CLEANER BRANDS IN VIETNAM
  7. 7. 6 2% 25% 38% 38% 39% 40% 41% 42% 43% 50% 65% Others Radio ads In/ Out of home ads Website, forum ads Through stores/ showroom Facebook ads Newspaper, magazines Through sales person See others use these smartphone brands Friends/relatives' suggestion TV ads Total 3% 22% 37% 34% 41% 33% 46% 43% 43% 50% 63% Hồ Chí Minh 1% 20% 39% 39% 37% 46% 32% 44% 34% 49% 59% Hà Nội 1% 30% 38% 42% 38% 43% 41% 38% 47% 49% 71% Others N = 400 N = 180 N = 82 N = 138 How do you know these vacuum cleaner brands? (By city) TV ADS IS THE MAIN RESOURCE FOR GAINING BRAND AWARENESS
  8. 8. 7 2% 25% 38% 38% 39% 40% 41% 42% 43% 50% 65% Others Radio ads In/ Out of home ads Website, forum ads Through stores/ showroom Facebook ads Newspaper, magazines Through sales person See others use these smartphone brands Friends/relatives' suggestion TV ads Total 1% 23% 37% 38% 36% 38% 42% 42% 39% 50% 65% Under 18-25 1% 17% 31% 34% 41% 34% 35% 39% 42% 50% 60% 26-30 2% 31% 46% 36% 41% 42% 42% 42% 46% 44% 66% 31-35 5% 35% 43% 46% 41% 49% 47% 42% 47% 53% 72% Over 35 N = 400 N = 158 N = 109 N = 59 N = 74 How do you know these vacuum cleaner brands? (By age) TV ADS IS THE MAIN RESOURCE FOR GAINING BRAND AWARENESS
  9. 9. 8 Ho Chi Minh consumers love Panasonic while Hanoian prefer Electrolux OVERALL, PANASONIC IS THE MARKET LEADER IN VIETNAM 2% 1% 1% 1% 1% 2% 3% 7% 10% 10% 11% 15% 17% 21% Others Tefal Shimono Zelmer Karcher Bosch Bluestone Hitachi Philips Sanyo Samsung Electrolux LG Panasonic Total 1% 1% 2% 0% 2% 2% 2% 5% 10% 11% 14% 14% 14% 21% Hồ Chí Minh 4% 0% 0% 4% 1% 1% 0% 10% 11% 7% 10% 21% 16% 15% Hà Nội 1% 0% 0% 0% 0% 1% 7% 7% 8% 10% 7% 13% 21% 25% Others N = 400 N = 180 N = 82 N = 138 Which vacuum cleaner brand do you use the most? (By city)
  10. 10. 9 2% 1% 1% 1% 1% 1% 2% 3% 7% 10% 10% 11% 15% 17% 21% Others Tefal Shimono Zelmer Karcher Vacuum Cleaner Bosch Bluestone Hitachi Philips Sanyo Samsung Electrolux LG Panasonic Total 2% 1% 1% 1% 2% 1% 1% 1% 8% 6% 8% 13% 11% 23% 20% Under 18-25 1% 0% 1% 0% 2% 1% 4% 6% 7% 10% 8% 10% 19% 13% 17% 26-30 3% 0% 0% 2% 0% 3% 0% 5% 3% 12% 12% 10% 17% 7% 25% 31-35 0% 1% 0% 0% 0% 0% 0% 0% 4% 14% 16% 8% 16% 18% 23% Over 35 N = 400 N = 158 N = 109 N = 59 N = 74 Which vacuum cleaner brand do you use the most? (By age) Under 18-25 group choose LG while 26-30 group select Electrolux OVERALL, PANASONIC IS THE MARKET LEADER IN VIETNAM
  11. 11. 10 PANASONIC GAINS HIGHEST BRAND AWARENESS AS WELL AS MARKET SHARE IN VIETNAM Do you know any vacuum cleaner brands listed below? Which vacuum cleaner brand do you use the most? N = 400 66% 62% 61% 58% 56% 55% 51% 27% 14% 12% 11% 9% 8% 1% 21% 11% 17% 15% 10% 10% 7% 3% 2% 1% 1% 1% 1% 2% 0% 10% 20% 30% 40% 50% 60% 70% Awareness Usage
  12. 12. 11 Do you know any vacuum cleaner brands listed below? Which vacuum cleaner brand do you use the most? N = 400 Usage Panasonic Samsung LG Electrolux Sanyo Philips AwarenessHigh High Low Low PANASONIC GAINS HIGHEST BRAND AWARENESS AS WELL AS MARKET SHARE IN VIETNAM
  13. 13. 12 DURABILITY, VACUUM QUALITY AND SAVING ABILITY ARE THE TOP REASONS FOR CHOOSING A VACUUM CLEANER IN VIETNAM Why do you choose this brand of vacuum cleaner? N = 400 1% 8% 21% 21% 25% 27% 28% 28% 30% 31% 32% 32% 34% 35% 37% 38% 39% 40% 42% Others Recommended by sellers Anti-bacteria and deodorant capability Easy to adjust output power Many smart features Can be used for small, hard-to-reach spaces Recommended by friends, relatives Good warranty program and customer care Nice & attractive design Quiet and smooth operation Small, saving space Competitive price Convenient and easy-to-use design High max output power Easy to be cleaned Famous brand Power/electricity saving ability Good vacuum quality High durability Total
  14. 14. 13 PANASONIC = DURABILITY + VACUUM QUALITY + SAVING ABILITY LG = DURABILITY + PRICE + EASY TO USE Electrolux = Durability + reputation of company + vacuum quality + saving ability N = 400 N = 83 N = 67 N = 61 1% 8% 21% 21% 25% 27% 28% 28% 30% 31% 32% 32% 34% 35% 37% 38% 39% 40% 42% Others Recommended by sellers Anti-bacteria and deodorant capability Easy to adjust output power Many smart features Can be used for small, hard-to-reach spaces Recommended by friends, relatives Good warranty program and customer care Nice & attractive design Quiet and smooth operation Small, saving space Competitive price Convenient and easy-to-use design High max output power Easy to be cleaned Famous brand Power/electricity saving ability Good vacuum quality High durability Total 0% 8% 22% 18% 22% 28% 33% 22% 34% 34% 30% 37% 39% 39% 39% 43% 43% 46% 45% Panasonic 0% 12% 25% 33% 34% 25% 31% 33% 33% 31% 39% 43% 42% 36% 37% 37% 39% 30% 45% LG 0% 5% 18% 26% 23% 28% 20% 26% 25% 26% 31% 26% 33% 36% 30% 43% 41% 41% 46% Electrolux Why do you choose this brand of vacuum cleaner?
  15. 15. 14 SAMSUNG = DURABILITY + VACUUM QUALITY + EASY TO BE CLEANED PHILIPS = VACUUM QUALITY + EASY TO BE CLEANDE + PRICE Sanyo = Reputation of company + easy to be cleaned + durability 1% 8% 21% 21% 25% 27% 28% 28% 30% 31% 32% 32% 34% 35% 37% 38% 39% 40% 42% Others Recommended by sellers Anti-bacteria and deodorant capability Easy to adjust output power Many smart features Can be used for small, hard-to-reach spaces Recommended by friends, relatives Good warranty program and customer care Nice & attractive design Quiet and smooth operation Small, saving space Competitive price Convenient and easy-to-use design High max output power Easy to be cleaned Famous brand Power/electricity saving ability Good vacuum quality High durability Total 0% 5% 19% 21% 30% 23% 28% 37% 30% 40% 23% 19% 33% 40% 44% 28% 40% 44% 44% Samsung 0% 3% 25% 20% 35% 35% 38% 43% 23% 40% 43% 38% 33% 43% 48% 55% 40% 45% 48% Sanyo 0% 8% 8% 16% 18% 29% 32% 21% 24% 13% 37% 39% 34% 24% 39% 37% 34% 50% 37% Philips N = 400 N = 43 N = 40 N = 38 Why do you choose this brand of vacuum cleaner?
  16. 16. 15 Are you satisfied with your current brand of vacuum cleaner? N = 400 N = 43 N = 67 N = 83 N = 61 81% ARE SATISFIED WITH THEIR CURRENT VACUUM CLEANER 1% 2% 0% 1% 0% 0% 0%1% 2% 0% 0% 0% 0% 0% 19% 12% 18% 16% 20% 18% 32% 46% 35% 42% 52% 49% 53% 39% 35% 49% 40% 31% 31% 30% 29% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Samsung LG Panasonic Electrolux Sanyo Philips Totally satisfied Satisfied Normal Unsatisfied Totally unsatisfied N = 40 N = 38 Samsung own the highest satisfaction level (49%)
  17. 17. 16 Is there anything make you feel unhappy about this brand? N = 400 NOISY OPERATION, LACK OF FEATURES AND HARD TO BE CLEANED ARE THE TOP REASONS MAKE USERS UNHAPPY 24% 9% 9% 10% 11% 11% 12% 15% 15% 16% 17% 18% 18% 21% 23% 25% Nothing makes me dissatisfied Inconvenient, hard-to-use design Unsatisfactory warranty program and customer… Price too high for quality Cannot adjust vacuum power Unattractive design Low durability, easy to break down No power/electricity saving ability No anti-bacteria, deodorant feature Big, bulky size Cannot vacuum small, hard-to-reach spaces Unclean vacuum Too much money on replacing dust bag Hard to be cleaned Lack of features Noisy operation Total
  18. 18. 17 Electrolux = Expensive dust bag + noisy operation + lack of features PANASONIC = NOISY OPERATION + LACK OF FEATURES + BULKY SIZE LG = UNCLEAN VACUUM+LACK OF FEATURES+HARD TO BE CLEANED 24% 9% 9% 10% 11% 11% 12% 15% 15% 16% 17% 18% 18% 21% 23% 25% Nothing makes me dissatisfied Inconvenient, hard-to-use design Unsatisfactory warranty program and customer care Price too high for quality Cannot adjust vacuum power Unattractive design Low durability, easy to break down No power/electricity saving ability No anti-bacteria, deodorant feature Big, bulky size Cannot vacuum small, hard-to-reach spaces Unclean vacuum Too much money on replacing dust bag Hard to be cleaned Lack of features Noisy operation Total 28% 7% 8% 6% 11% 12% 6% 16% 12% 18% 17% 16% 14% 13% 18% 23% Panasonic 28% 6% 7% 7% 7% 9% 16% 13% 6% 13% 13% 25% 15% 24% 24% 22% LG 15% 8% 11% 8% 10% 10% 11% 13% 16% 16% 20% 10% 25% 18% 20% 23% Electrolux N = 400 N = 83 N = 67 N = 61 Is there anything make you feel unhappy about this brand?
  19. 19. 18 24% 9% 9% 10% 11% 11% 12% 15% 15% 16% 17% 18% 18% 21% 23% 25% Nothing makes me dissatisfied Inconvenient, hard-to-use design Unsatisfactory warranty program and customer care Price too high for quality Cannot adjust vacuum power Unattractive design Low durability, easy to break down No power/electricity saving ability No anti-bacteria, deodorant feature Big, bulky size Cannot vacuum small, hard-to-reach spaces Unclean vacuum Too much money on replacing dust bag Hard to be cleaned Lack of features Noisy operation Total Sanyo = Lack of features + noisy operation + hard to be cleaned Philips = Noisy operation + expensive dust bag + no anti-bacteria, deodorant feature SAMSUNG = HARD TO BE CLEANED + CANNOT VACUUM SMALL SPACES + NOISY OPERATION 33% 12% 9% 9% 7% 7% 14% 14% 9% 12% 21% 9% 9% 28% 19% 19% Samsung 20% 15% 3% 18% 13% 20% 20% 25% 23% 20% 18% 25% 18% 28% 40% 30% Sanyo 16% 16% 11% 13% 21% 8% 11% 24% 29% 11% 24% 24% 29% 24% 21% 29% Philips N = 400 N = 43 N = 40 N = 38 Is there anything make you feel unhappy about this brand?
  20. 20. 19 What is your usage intention toward this vacuum cleaner brand in the future? Samsung own the highest ratio of loyal consumer (53%) 33% ARE LOYAL WITH THEIR CURRENT VACUUM CLEANER BRAND 3% 2% 3% 3% 1% 4% 3% 64% 44% 55% 64% 66% 67% 73% 33% 53% 42% 33% 33% 28% 25% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Samsung Philips Electrolux Panasonic LG Sanyo It is the only brand I would use I will use this brand in parallel with others I will switch to other brand N = 400 N = 43 N = 38 N = 61 N = 83 N = 67 N = 40
  21. 21. 20 Are you satisfied with your current brand of vacuum cleaner? What is your usage intention toward this vacuum cleaner brand in the future? SAMSUNG GAINS THE HIGHEST SATISFACTION AS WELL AS THE HIGHEST LOYALTY Samsung LG PanasonicElectrolux Sanyo Philips N = 400 Loyalty High SatisfactionHighLow Low
  22. 22. 21 What is your ability to recommend your current vacuum cleaner brand to your friends/relatives? 73% WILL RECOMMEND THEIR CURRENT VACUUM CLEANER BRAND TO OTHERS 1% 0% 0% 1% 0% 0% 0% 3% 0% 1% 4% 0% 3% 2% 25% 9% 24% 31% 15% 24% 25% 39% 37% 31% 29% 55% 45% 46% 34% 53% 43% 35% 30% 29% 28% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Samsung LG Panasonic Sanyo Philips Electrolux I will recommend definitely I will recommend I may recommend I will not recommend I will not recommend definitely N = 400 N = 43 N = 67 N = 83 N = 40 N = 38 N = 61
  23. 23. 22 Which technical factors do you concern the most when buying vacuum cleaner? (By age) 26-30 group and over 35 group care about noise level OUTPUT POWER IS THE MOST CONCERNED TECHNICAL FACTOR WHEN BUYING A VACUUM CLEANER 2% 40% 43% 43% 56% 59% 64% 68% 71% Others Materials used to make the vacuum cleaner Size of dust bag/dust box Additonal features/functions Antibacteria, antimicrobial Weight Electricity usage Noise level Output power Total 2% 39% 42% 40% 58% 61% 66% 67% 74% Under 18-25 2% 31% 48% 44% 51% 53% 59% 70% 67% 26-30 2% 42% 37% 44% 58% 53% 66% 61% 75% 31-35 3% 51% 42% 47% 59% 66% 66% 73% 65% Over 35 N = 400 N = 158 N = 109 N = 59 N = 74
  24. 24. 23 What type of your vacuum cleaner? (By age) CANISTER VACUUM CLEANER IS THE MOST POPULAR VACUUM CLEANER TYPE IN VIETNAM (36%) 1% 1% 2% 0% 0% 7% 3% 8% 7% 12% 24% 32% 16% 24% 22% 33% 31% 34% 37% 32% 36% 34% 40% 32% 34% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 31-35 Over 35 Canister vacuum Handheld vacuum Upright vacuum Robotic vacuum Others N = 400 N = 158 N = 109 N = 59 N = 74
  25. 25. 24 Does your vacuum cleaner have dust bag? (By age) 50% USE VACUUM CLEANER HAVING DUST BAG 25% 23% 27% 27% 26% 25% 30% 17% 31% 18% 50% 46% 56% 42% 57% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 31-35 Over 35 Yes, draper dust bag Yes, paper dust bag No, I use dust box N = 400 N = 158 N = 109 N = 59 N = 74
  26. 26. 25 What is the capacity of your vacuum cleaner's dust bag/dust box? (By age) 79% CHOSE THE VACUUM CLEANER HAVE CAPACITY EQUAL OR LESS THAN 2L 4% 3% 4% 8% 5% 6% 3% 5% 8% 11% 12% 10% 18% 7% 8% 21% 22% 17% 22% 24% 28% 30% 26% 24% 30% 21% 25% 22% 17% 16% 9% 8% 8% 14% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 31-35 Over 35 Under 1L 1.01L - 1.2L 1.21L - 1.5L 1.51L - 2L 2.01L - 2.5L 2.51L - 3L Over 3L N = 400 N = 158 N = 109 N = 59 N = 74
  27. 27. 26 10% 5% 5% 10% 26% 18% 6% 21% 24% 21%17% 8% 19% 27% 12% 24% 28% 30% 20% 14% 24% 38% 19% 17% 18% 8% 15% 5% 3% 8% Total Under $450 $450 - $700 $701 – $1000 Over $1000 How much did you pay for your vacuum cleaner recently? (VND)? (By age and monthly income) Overall, the higher income, the more spending on vacuum cleaner 56% SPEND UNDER $181 FOR A VACUUM CLEANER 10% 8% 11% 14% 11% 18% 16% 18% 14% 23% 17% 18% 19% 17% 11% 24% 25% 23% 24% 24% 24% 26% 21% 20% 24% 8% 7% 7% 12% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 31-35 Over 35 Under $65 $65-$90 $91-$135 $136-$180 $181-$225 Over $225 N = 400 N = 158 N = 109 N = 59 N = 74 N = 400 N = 109 N = 110 N = 105 N = 76
  28. 28. 27 1% 1% 1% 0% 1% 5% 5% 6% 5% 3% 11% 13% 6% 8% 15% 21% 16% 18% 20% 35% 63% 66% 70% 66% 46% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 31-35 Over 35 Electronic center Official store/Showroo m Super market Buy online on E-Commerce sites Others Where did you buy your vacuum cleaner? (By age) Over 35 group prefer buying vacuum cleaner in official store/showroom 63% BOUGHT THEIR VACUUM CLEANER IN ELECTRIC CENTER N = 400 N = 158 N = 109 N = 59 N = 74
  29. 29. 28 CONTACT US • Japan & Taiwan: o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan o Contact person: Mr. Hideyuki Kato (CEO) o Email: hideyuki.kato@di-mktg.com o Contact number: +81 3-5532-3200 • Vietnam: o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnam o Contact person: Mr. Ho Hai Dang (COO - Country Manager) o Email: dang.h@di-mktg.com o Contact number: +84 902-73-9944 • Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey, Bangkok 10110, Thailand o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing) o Email: pimparima.p@di-mktg.com o Contact number: +66 96 245 3656
  30. 30. 29 CONTACT US • Indonesia: o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia o Contact person: Mr. Hendry Pratama (CMO – Country Manager) o Email: hendry.p@di-mktg.com o Contact number: +62 21 3005 3541 • India: o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654
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  • HideakiHashimoto2

    Mar. 21, 2018

Panasonic is the Vietnam market leader with 21% share

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