A survey was conducted in Vietnam to study smoking behavior among Vietnamese people. Some key findings included: 7 in 10 families have at least one smoker, over half of men smoke, the average smoker consumes 8 cigarettes per day and spends $14 per month on cigarettes, and the top three smoked brands were Caraven A, 555, and JET. While most smokers were aware of health risks, stress was still cited as a main reason for smoking.

1. March 2015
DI-MARKETING
STUDY ABOUT SMOKING BEHAVIOR OF
VIETNAMESE

2. 1
SCOPE OF WORK
 The survey was conducted to study about tobacco industry in
Vietnam and smoking behavior of Vietnamese.
 Methodology: Online survey
 Fieldwork time: 3 days (14/3/2015 to 16/3/2015)
 Sample size: N = 923
 Geography: 5 key cities
• Ho Chi Minh, Ha Noi, Hai Phong, Da Nang, Can Tho

3. 2
What is your age group?
N=921
DEMOGRAPHIC INFORMATION
What is your gender?
What is your current living place? What is your current occupation?
3%
42%
24%
31%
0% 10% 20% 30% 40% 50%
Under 18
18-25
26-30
Over 30
44%
56%
0% 10% 20% 30% 40% 50% 60%
Male
Female
26%
1%
4%
2%
16%
51%
0% 10% 20% 30% 40% 50% 60%
Other
Can Tho
Da Nang
Hai Phong
Hanoi
Ho Chi Minh
4%
4%
5%
6%
10%
12%
29%
30%
0% 5% 10% 15% 20% 25% 30% 35%
Factory worker
Job seeker/retired
Housewife
Other
Self-employed
Engineer/Doctor/Teacher
Student
Office worker

4. 3
KEY FINDINGS
• Vietnamese smokers spend around $2.9 billions for tobacco
• 7 in 10 families in Vietnam have at least 1 smoker
• More than a half of male are smokers
• 1/3 smokers smoke 2-4 times/day
• On average Vietnamese smoke 8 cigarettes/day and spend $14/months
• Most of smokers admit that stress is the main reason for smoking
• Illicit tobacco like JET, Hero are consumed very popular in Vietnam

5. 4
29%
48%
17%
3%
2%
1%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
No
Yes, 1 people
Yes, 2 people
Yes, 3 people
Yes, 4 people
Yes, more than 4 people
7 IN 10 FAMILIES IN VIETNAM HAVE AT LEAST 1 SMOKER
Is there any smoker in your family?
N=923

6. 5
Do you smoke?
What is your gender?
More than a half of male are smokers People smoke more when they get older
N=923
NEARLY A THIRD OF VIETNAM POPULATION ARE SMOKERS
29%
53%
10%
71%
47%
90%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
No
Yes
Do you smoke?
What is your age group
N=923
29%
10%
21%
26%
43%
71%
90%
79%
74%
57%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
No
Yes

7. 6
MAJORITY PEOPLE SMOKE 2-4 TIMES/DAY
N=268
How frequent do you smoke?
3%
4%
7%
16%
35%
7%
26%
0% 5% 10% 15% 20% 25% 30% 35% 40%
I don't remember
More than 3 days/times
2-3 days/time
1 time/day
2-4 times/day
5-7 times/day
Overs 7 times/day
26% are heavy smokers since they smoke over 7 times/day

8. 7
How many cigarettes do you smoke per day?
Average people smoke 8 cigarettes per day Average smokers spent $14 per month for buy
cigarettes
N=268
VIETNAMESE SMOKERS SPEND AROUND $2.9* BILLIONS/YEAR
FOR SMOKING
N=268
How much do you spend for cigarettes per month?
4%
4%
8%
18%
24%
42%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
I don't remember
Over 20 cigarettes
16-20 cigarettes
11-15 cigarettes
6-10 cigarettes
1-5 cigarettes
7%
6%
8%
19%
8%
11%
20%
21%
0% 5% 10% 15% 20% 25%
I don't remember
Over $30
$25 - $30
$20 - under $25
$15 - under $20
$10 - under $15
$5 - under $10
Under $5
*:Incidence*population*spend/year

9. 8
STRESS AND HELP TO FOCUS/CREATIVE ARE THE MAIN REASONS
FOR SMOKING
What are the reasons for smoking?
N=268
7%
10%
15%
16%
17%
21%
56%
71%
0% 10% 20% 30% 40% 50% 60% 70% 80%
To prove with others that I'm mature
See people around me smoke so I follow
I smoke to lose weight
Curious about smoking feeling
My friends ask me smoke with them
Other reasons
Help to focus/creative in work or study
Stress

10. 9
NEARLY A THIRD OF SMOKERS HAVE SMOKED OVER 5 YEARS
N=268
5%
11%
9%
8%
11%
15%
15%
27%
0% 5% 10% 15% 20% 25% 30%
I don't remember
Under 3 months
From 3 - under 6 months
From 6 months - under 1 year
From 1 - under 2 years
From 2 - under 3 years
From 3 - 5 year
Over 5 years
How long have you smoked?

11. 10
555, HERO & JET ARE TOP BRANDS HAVE HIGHEST BRAND
AWARENESS
What tobacco brands below do you aware of?
N=923
7%
10%
10%
12%
14%
17%
19%
28%
39%
46%
48%
53%
59%
71%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Cotab
None of above
Winston
Mild Seven
Camel
Essen
KENT
Bastos
White Hourse
Marlboro
Caraven A
JET
Hero
555
Surprising, Hero & JET which are illicit tobacco brands in top
3 brands awareness
Illicit brands

12. 11
SEE OTHERS SMOKE THAT BRAND, AT CIGARETTE COUNTERS &
GROCERY ARE THE MAIN SOURCES OF BRAND AWARENESS
How do you know about those tobacco brands?
N=923
21%
22%
26%
31%
33%
34%
49%
51%
59%
0% 10% 20% 30% 40% 50% 60% 70%
Friends/Relatives recommend the brand tome
Promotion girl introduce the brand to me
I see the ad banner of the brand in beer club/bar
I see the ad banner of the brand in restaurant/street
beer café
I see the ad banner of the brand in coffee shop
I see the the brand in convenient stores (Circle K, Shop &
Go,…)
I see the the brand in Grocery stores
I see the the brand in cigarette counters on street
I see others smoke that brand

13. 12
CARAVEN A (20%), 555 (17%) AND JET (16%) ARE SMOKED THE MOST
Which tobacco brand do you smoke the most?
N=268
Surprising, JET is illicit tobacco brand in Vietnam; however it
in top 3 most consumed brands
0%
1%
1%
2%
2%
3%
5%
9%
10%
13%
16%
17%
20%
0% 5% 10% 15% 20% 25%
Winston
Camel
Mild Seven
Bastos
KENT
Others
Essen
White Hourse
Hero
Marlboro
JET
555
Caraven A

14. 13
15%
85%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
No
Yes
Do you care about the warning image about the
negative effect of cigarette on the pack?
85% smokers care about the warming on the
cigarettes pack
96% smokers aware of negative effects caused
by smoking
N=268
MOST OF SMOKERS ARE AWARE OF NEGATIVE EFFECTS CAUSED
BY SMOKING; HOWEVER THEY STILL SMOKE
N=268
Do you aware of negative effects caused by
smoking?
4%
96%
0% 20% 40% 60% 80% 100%
No
Yes

15. 14
LUNG CANCER & RESPIRATORY DISEASES ARE AWARE THE MOST
BY SMOKERS
If you know, what are the negative effects caused by smoking?
N=265
48%
53%
55%
55%
59%
66%
70%
86%
0% 20% 40% 60% 80% 100%
Physiological disorders
Affect reproductive function
Other cancers
Affect nerve function (reduced nerve cells, ..)
Pathology of blood vessels (stroke, atherosclerosis, ...)
Affecting the cardiovascular system
Respiratory diseases
Lung cancer

16. 15
Do you care about the negative effects caused by
smoke to passive smokers?
93% smokers aware of negative effect
caused by smoke to passive smokers
Most smokers go to place where don’t have
people for smoking
N=268
SMOKERS ARE EDUCATED ABOUT NEGATIVE EFFECTS CAUSED BY
SMOKE TO OTHERS AND THEY ARE TAKING ACTIONS TO PREVENT IT
N=250
What do you do to prevent the affect of smoke to
others?
7%
93%
0% 20% 40% 60% 80% 100%
No
Yes
5%
54%
56%
63%
67%
0% 10% 20% 30% 40% 50% 60% 70% 80%
I don't care, just smoke
Don't smoke when people around
Don't smoke in public places (School,
Hospital,…)
Only smoke in smoking area
Go to areas which don't have people to
smoke

17. 16
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 (Manager - DI Marketing)
o Email: dang.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992

18. 17
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

19. 18