W&s Report Laundry Detergent 2013

CONSUMERS’ VIEWPOINT ON USING
LAUNDRY DETERGENT
Research time: 17th – 27th July 2013
Based on Vinaresearch’s panelist

Date: 15th September 2013
Creator: W&S research team

CONSUMERS’ VIEWPOINT ON USING LAUNDRY
DETERGENT

A. Research information


Research method

: Quantitative Research



Timing

: 17th – 27th July 2013



Sample size

: 1,048



Research area

: Nationwide



Target

: Females who had bought laundry detergent in the 3month period before the survey



Research objectives

: 1. Study on the habit of using laundry detergent of
Vietnamese
2. Analyze customer attitudes towards attributes
of laundry detergent brands
3. Calculate brand loyalty of Vietnamese consumers



Sampling method

: Internet sampling

Member profile
Age
45.2
28.1
18.2
8.4
16 - 19 years old

20 - 25 years old

26 - 30 years old

31 years old and above

Monthly household income
41.5

35.7

22.8

Lower

Middle

Upper

B. Executive summary
[1] Nearly 40% of the respondents buy laundry detergent Once a month
This result does not change among age groups as well as SEC groups. Besides, Once per 2 – 3 months is also
preferred at 29.5% except respondents aged 16 – 19. To clarify, 29.5% of this group rank 2 – 3 times / month as
their second choice.

[2] 3-5 kg is the volume purchased most often for 32.9% of the respondents
The following volume is 1 – 3 kg at 24.1%. Applying Chi-square test, this study figures out that respondents aged
over 30 and high-income respondents prefer 3 – 5 kg than the others.
[3] More than 100,000 VND is the highest price for buying laundry detergent
50.1% usually buy laundry detergent with the price of More than 100,000 VND. The next is 50,001 – 100,000
VND at 16.3%. The lowest percentage is Under 10,000 VND with 1.0%. One more time, Chi-square test is applied
and proves that price paid for laundry detergent is correlated to age and income. To clarify, elder and high-income
respondents are likely to purchase with higher price for laundry detergent products.
[4] Supermarket and Grocery are the top two places for buying laundry detergent
More than 4/5 respondents choose Supermarket as their regular purchasing channel, followed by Grocery with
68.4%. Regardless of income, these two channels are still top places for purchasing laundry detergent. However, the
age groups have a slightly different viewpoints. In details, Supermarket does not win in the youngest groups
except for the other age groups.
[5] OMO is the leading laundry detergent brand in all awareness levels
OMO gains great percentages in all awareness levels with 87.0% TOM, 88.6% Spontaneous and 100.0% Total
awareness. Tide, Viso and Surf come next at 96.9%, 93.1%, 84.8% Total awareness respectively. Nonetheless,
their TOM and Spontaneous percentages can not be comparative with OMO. This result does not change among age
groups as well as SEC groups.

[6] OMO still keeps the highest percentage in terms of trial brands at 99.4%
The next are Tide at 89.3%, Viso at 60.9%, and Surf at 51.8%. When analyzing by age and SEC, the research
result states that OMO and Tide are mostly preferred by the majority. Applying Chi-square test, it can be said that
Surf gains more trials in the group of 16 – 25 years old and Lower-income group.

[7] OMO has been used by 87.1% respondents in the last 3 months
The next preferable brand is Tide with 42.6%. At the third place, Surf seems to be more preferred by younger
groups (25 years old and under) and Lower-income group.
[8] The percentage of using OMO in the last time accounts for 71.2%
The following brand is Tide with 16.9% compared to 4.9% of Surf as the third place. OMO has been used by
respondents aged over 30 more than the younger generations. In addition, the percentage of using Tide has direct
relationship with age whereas Surf has an inverse relationship with age. The respective usage percentages of Tide
and Surf have a trend of increasing by income.
[9] OMO still keeps the leading position in terms of brand used most often
74.6% of the respondents choose OMO as the brand used most often, the next one is Tide with 16.0%. The
percentage of using Tide looks to be more often used by elder groups (26 years old and over) than younger groups
and seems to be increased by income.
[10] OMO and Tide are competing for market leading position as future brands
Intention of buying OMO is extremely high with the mean score of 4.78, tightly followed by Tide with 4.10. The
results reveal that Tide has ability of becoming a strong competitor of OMO in the future. This finding does not
change by age and income.

[11 - 14] OMO has the strongest ability in keeping loyal users and minimize the number of lapsed users
•

69.8% of the respondents is loyal to OMO, followed by Tide (15.0%). Besides OMO and Tide, the loyalty towards
Co.op mart has increased more than other brands, however, its awareness is low.

•

VÌ DÂN has the highest number of lapsed users (13.4%). Similarly, Daso and LIX are the two next brands that have
higher percentage of lapsed users than other brands. In contrast, this percentage of OMO is very low with 0.8%.

•

More than a half of the surveyed people refuses the four brands Daso, Big C, NET and Co.op mart. No
respondents would refuse OMO.

•

The next brand is Big C with 25.3%. Without these two brands above, OMO is grown up 0.6% for this potential user
segmentation.

[15] Product quality is the most important attribute
Among attributes, the highest mean score goes to Product quality, which is quoted by 3.78 point. The next highest
is Brand which comes at 3.26 point and Price is next at 3.20 point. By contrast, the lowest is Advertising at 2.43
point. The result illustrates no difference among age or SEC groups.
[16] OMO has the strongest advantage in all attributes except Price
Price attribute of OMO averages at 3.53 and is the lowest compared to other brands. Meanwhile, belief index of
Surf is the highest with the mean score of 3.75 point.
[17] Consumer rating of OMO attributes is 85.99 points and higher than that of other brands
Applying Multi Attributes Approach Fishbein, the surveyed consumers think that the OMO brand is better than Tide,
Surf and Daso, as shown by comparison of the attitudes of total for all four brands, namely the OMO brand for
85.99 point, Tide brand for 79.10 point, Surf brand for 73.23 point and Daso brand by 66.19 point.

C – Research Findings

1

Habit of using laundry detergent

2

Awareness of laundry detergent

3

Habit of buying laundry detergent

4

Brand loyalty and customer attitudes toward laundry detergent

PART I: HABIT OF USING LAUNDRY DETERGENT

1. Frequency of buying laundry detergent
Nearly 40% of the respondents buy laundry detergent [Once a month]
In addition to Once a month, Once per 2 – 3 months and 2 – 3 times / month score rather high with the respective
percentage of 29.5% and 22.6% .

[Figure 1.1] Frequency of buying laundry detergent

More than once a week

1.0
3.5

22.6

Once a week

2 - 3 times / month

Once a month

Once per 2 - 3 months

39.3

Less than once per 3 months

29.5

4.0

Unit: %

 Q. Please tell us how often do you buy laundry detergent? [SA] Based on n=1,048

There is no difference among age groups
Once a month scores highest in all age groups. Once per 2 – 3 months is placed at the second place by more than 25% of
the respondents aged 20 and over except for the youngest group. In other words, 29.5% this group 2 – 3 times / month.

[Figure 1.2] Frequency of buying laundry detergent – By age
4.5

3.2

23.9

27.8

3.1

5.8

29.2

36.6
Once a month

34.1
40.3

39.3

2 - 3 times / month

39.3

Once a week

29.5

22.8
4.5
3.4

16 - 19 years old
(n=88)

23.1
4.6
1.3

20 - 25 years old
(n=474)

2.4

18.3


0.5

0.3
26 - 30 years old
(n=295)

2.1

Over 30 years old
(n=191)

Q. Please tell us how often do you buy laundry detergent? [SA] Based on n=1,048
Q. Please tell us your age? [SA] Based on n=1,048

Unit: %

Income doesn’t affect frequency of buying laundry detergent
Regardless of income, Once a month is the most common frequency of buying laundry detergent for all income groups,
followed by Once per 2 – 3 months with the respective percentage of 25.9%, 28.3% and 33.2% for each group.

[Figure 1.3] Frequency of buying laundry detergent – By SEC
2.9
25.9

4.6

4.0

28.3

33.2

Once a month

40.6

38.9

39.0

2 - 3 times / month
Once a week

25.1

22.5

3.3
2.1

4.6
1.1
Middle (n=435)

Lower (n=239)

21.1


2.4
0.3
Upper (n=374)

Q. Please tell us how often do you buy laundry detergent? [SA] Based on n=1,048
Q. Please tell us your monthly household income? [SA] Based on n=1,048

Unit: %

2. Volume of laundry detergent purchased
32.9% of the respondents often buy laundry detergent with the volume of
[3 – 5 kg]
As the chart indicates, the volume of laundry detergent commonly bought is 3 – 5 kg, followed by 1 – 3 kg with 24.1%. Less
than 300 gram and More than 5 kg gain the smallest percentages with 5.4% and 6.9% respectively.

[Figure 2.1] Volume of buying laundry detergent
More than
5 kg
6.9

Less than
300 gram
301 – 500
gram
5.4
10.3

10.2

501 – 800
gram

32.9

3 – 5 kg
10.1

801 – 1 kg

24.1

1 – 3 kg
Unit: %

Q. Please tell us what volume of laundry detergent you usually buy? [SA] Based n=1,048

Based on Chi-Square test, SEC and age have relationship with volume of
laundry detergent purchased in overall.
[Figure 2.2] Chi-Square Test for Age and SEC groups
A Chi-Square test for laundry detergent by age group

A Chi-Square test for laundry detergent by SEC group

Unit: %


There is a sharp difference among age groups
Though 301 – 500 gram is less preferable than 3 – 5 kg, it still achieves the same percentage with 15.9% of the respondents
aged 16 – 19. Furthermore, Chi-square test is applied and proves that respondents aged over 30 years old tend to use the
volume of 3 – 5 kg more than other age groups.

[Figure 2.3] Volume of buying laundry detergent – By age

Less than 300
301 - 500 gram 501 - 800 gram 801gram - 1kg
gram

1 - 3 kg

3 - 5 kg

More than 5kg

16 - 19 years old (n=88)

21.6

15.9

8.0

12.5

14.8

15.9

11.4

20 - 25 years old (n=474)

6.5

12.7

14.1

11.4

23.8

26.2

5.3

26 - 30 years old (n=295)

2.0

8.8

8.8

11.2

25.4

37.3

6.4

Over 30 years old (n=191)

0.5

4.2

3.7

4.2

27.2

50.8

9.4

Q. Please tell us your age? [SA] Based n=1,048

Unit: %

2. Volume of buying laundry detergent
Income actually affects purchased volume of laundry detergent
It is an evidence to state that the respondents with higher income tend to buy bigger volume of laundry detergent. To clarify,
relatively more respondents from the Upper income group buy 1 kg or bigger than those from the other groups.

[Figure 2.4] Volume of buying laundry detergent – By SEC

Less than 300
gram

301 - 500 gram 501 - 800 gram 801gram - 1kg

1 - 3 kg

3 - 5 kg

More than 5kg

Lower (n=239)

10.4

16.3

14.2

9.6

18.8

26.8

3.8

Middle (n=435)

5.0

10.8

11.0

11.7

23.0

32.6

5.7

Upper (n=374)

2.7

5.9

6.7

8.6

28.9

37.2

10.2

Q. Please tell us your monthly household income? [SA] Based n=1,048

Unit: %

3. Price for buying laundry detergent
More respondents spend over 100,000 VND to purchase laundry detergent
More than 5 out of 10 surveyed people often pay More than 100,000 VND for buying laundry detergent, 50,001 – 100,000
VND is next with 16.3%. The lowest percentage falls into the price range of 5,000 – 10,000 VND with 1.0%.

[Figure 3.1] Price for buying laundry detergent

More than 100,000 VND
(50.1%)
50,001 - 100,000 VND
(16.3%)
30,001 - 50,000 VND
(13.5%)
20,001 - 30,000 VND
(10.0%)
10,001 - 20,000 VND
(9.2%)

Under 10,000 VND
(1.0%)

Q. Please tell us how much you usually pay for 1 time of buying laundry detergent? [SA] Based n=1,048

32.7%

Based on Chi-Square test, age and SEC have relationship with the price of
buying laundry detergent
[Figure 3.2] Chi-Square Test for Age and SEC groups
A Chi-Square test for laundry detergent by age group

A Chi-Square test for laundry detergent by SEC group

Q. Please tell us how much you usually pay for 1 time of buying laundry detergent? [SA] Based n=1,048

Older respondents tend to pay much more money
71.2% respondents aged over 30 usually buy laundry detergent with the price of More than 100,000 VND. The percentage
for this price range has a sign of decreasing by age.

[Figure 3.3] Price for buying laundry detergent – By age

33.0

40.1

50,000 - 100,000 VND

57.6
71.2

10.2
14.8

30,001 - 50,000 VND

16.7
20,001 - 30,000 VND

12.5

16.9

16.9

25.0

13.9

11.9

17.3

11.6
0.8
20 - 25 years old
(n=474)

8.1
5.1
0.3
26 - 30 years old
(n=295)

6.8
2.1
2.1
0.5

4.5
16 - 19 years old
(n=88)

10,001 - 20,000 VND
Under 10,000 VND

Over 30 years old
(n=191)

Q. Please tell us how much you usually pay for 1 time of buying laundry detergent?[SA] Based n=1,048

Unit: %

Income is highly related to price for buying laundry detergent
As shown in the figure below, high-income respondents are willing to pay much more money on buying laundry detergent.
Meanwhile, the lower group seems to spend considerably less money.

[Figure 3.4] Price for buying laundry detergent – By SEC

36.0
47.8

50,000 - 100,000 VND
61.8
30,001 - 50,000 VND

13.8
15.5

18.4

12.1

14.9

20.1

10.8

2.5

7.4
0.7
Middle (n=435)

Lower (n=239)

20,001 - 30,000 VND
15.5

10,001 - 20,000 VND

10.4
7.8
4.3
0.3

Under 10,0000 VND

Upper (n=374)

Q. Please tell us how much you usually pay for 1 time of buying laundry detergent?[SA] Based n=1,048

Unit: %

4. Places for buying laundry detergent
Supermarket and Grocery are top two places for buying laundry detergent
Over 4/5 respondents choose Supermarket as their regular purchasing channel, followed by Grocery with 68.4%. Only 1.3%
of the respondents buy laundry detergent Introduced by PGs at home.

[Figure 4.1] Places for buying laundry detergent

1

Supermarket (87.7%)

5

Dealer (15.2%)

2

Grocery (68.4%)

6

Consumer product fair (7.0%)

3

Market (29.7%)

7

Online shopping (1.6%)

4

Commercial center / shopping mall (19.9%)

8

Introduced by PGs at home (1.3%)

Unit: %

Q. Please tell us where you usually buy laundry detergent? [MA] Based n=1,048

Grocery is the top choice for the youngest group
Generally, Supermarket scores the highest in the groups of 20 years old and over except the youngest group. In the youngest
group, Grocery accounts for a more purchases compared to Supermarket.

[Figure 4.2] Places for buying laundry detergent – By age
16 - 19 years old
(n=88)
Grocery

20 - 25 years old
(n=474)

78.4

Supermarket

72.4

75.0

Market

Dealer

92.7

26.4

17.5

17.0

55.5
89.8

33.1

19.3

Over 30 years old
(n=191)

67.5

86.7

29.5

Commercial center

26 - 30 years old
(n=295)

26.2

22.0

14.1

23.0

13.2

19.9

Introduced by PGs at
home
Online shopping

2.3

1.1

1.4

1.6

2.3

1.7

0.7

2.6

Consumer product fair

1.1

7.8


6.4

8.4

Unit: %

SEC does not affect on purchase channel
Regardless of income, Supermarket and Grocery still score the highest among places. Online shopping and Introduced
by PGs at home seem not to be popular for buying laundry detergent.

[Figure 4.3] Places for buying laundry detergent – By SEC
Lower (n=239)
Supermarket

Middle (n=435)
82.4

Grocery

86.9

74.1

Commercial center

4.2

26.5

18.6

11.3

Consumer product fair

62.3

32.2

14.6

Dealer

92.0

70.6

30.1

Market

Upper (n=374)

24.9

15.2
8.0

17.6
7.5

Online shopping

0.8

2.1

1.6

Introduced by PGs at
home

0

2.1

1.3


Unit: %

PART II: AWARENESS OF LAUNDRY DETERGENT

5. Awareness of laundry detergent
OMO is leading laundry detergent market
In fact, OMO gains an amazing percentages in all awareness level with 87.0% TOM, 88.6% Spontaneous and 100.0% Total
awareness. The following brands are Tide, Viso and Surf in terms of Total awareness, but their TOM and Spontaneous cannot
be comparative with OMO.

[Figure 5.1] Awareness of laundry detergent
TOM
OMO
Tide

Spontaneous
87.0

Total awareness
88.6

9.0

100.0

23.1

Viso

1.6

Surf

0.8

NET

0.6

VÌ DÂN

0.4

LIX

0.4

Daso

0.2

Co.op mart

0.1

2.1

BIG C

0.0

1.0

Others

0.0

96.9

19.9

93.1

17.0
6.9

84.8
33.7

18.4

69.4

14.5

69.1

10.7

5.7

62.3
33.9
46.8
34.0

Q. Please tell us what brands of laundry detergent in Vietnam that you think of? [FA] Based n=1,048
Q. Please tell us all of the laundry detergent brands you know in the list below? (Including brands you mentioned in the above Unit: %
question)? [MA] Based n=1,048

OMO is very familiar to all generations
Almost all respondents know OMO when mentioning about laundry detergent brands in Vietnam. Also, this brand is deeply
rooted in the mind of the surveyed consumers with high TOM’s percentages.

[Figure 5.2] Awareness of laundry detergent– By age
Figure 5.2.1: 16 - 19 years old (n=88)


TOM

93.2

4.5

1.1

0.0

1.1

VÌ
DÂN
0.0

0.0

0.0

TOM

89.2

7.0

1.1

1.1

0.4

VÌ
DÂN
0.0

0.8

0.2

Total unaided

94.3

18.2

14.8

14.8

4.5

14.8

8

3.4

1.1

0

1.1

Total unaided

90.3

23.0

21.5

21.5

6.3

20.9

12.7

10.5

1.3

0.8

5.5

Total awareness 100.0

90.9

92.0

88.6

21.6

75.0

62.5

37.5

28.4

36.4

18.2


96.8

92.2

91.4

26.4

74.3

62.9

57.6

31.9

50.8

35.7

OMO

Tide

Viso

Surf

NET

LIX

Daso

Co.op
BIG C Others
mart
0.0
0.0
0.0

OMO


Tide

Viso

Surf

NET

LIX

Daso

Co.op
BIG C Others
mart
0.2
0.0
0.0

Figure 5.2.4: Over years old (n=191)

TOM

88.5

8.5

1.4

0.7

0.7

VÌ
DÂN
0.3

0.0

0.0

TOM

76.4

16.8

3.7

0.5

0.5

VÌ
DÂN
1.6

0.0

0.5

Total unaided

91.2

20.0

19.0

12.5

8.8

18.6

19.0

12.2

3.4

1.7

6.1

Total unaided

78.0

30.4

19.9

13.6

6.3

13.6

15.2

12.0

2.6

1.0

6.1


98.0

94.6

84.7

40.0

67.8

75.9

69.8

33.9

44.7

35.0


98.4

93.7

67.0

47.6

57.1

77.0

73.8

41.4

44.5

34.9

OMO

Tide

Viso

Surf

NET

LIX

Daso

Co.op
BIG C Others
mart
0.0
0.0
0.0

OMO

Tide

Viso

Surf

NET

LIX

Daso

Co.op
BIG C Others
mart
0.0
0.0
0.0

Unit: %

Q. Please tell us all of laundry detergent brands you know in the list below? (Including brands you mentioned in the above question)?

Regardless of income, OMO still dominates laundry detergent market
As shown in the chart below, respondents in all SEC groups know OMO and recall it as their TOM with very high percentage
compared to other brands.

[Figure 5.3] Awareness of laundry detergent – By SEC
Figure 5.3.1: Lower (n=239)

Figure 5.3.2: Middle (n=435)

TOM

88.7

6.7

0.8

2.1

0.8

VÌ
DÂN
0.0

0.8

0.0

TOM

87.8

7.8

2.3

0.5

0.7

VÌ
DÂN
0.0

0.2

0.5

Total unaided

90.4

22.6

20.5

21.8

6.7

19.2

13.4

13.0

1.7

0.4

4.4

Total unaided

89.4

23.4

22.1

18.2

8.0

19.3

15.2

10.8

3.0

1.4

8.7


95.0

95.4

89.1

30.5

72.0

65.3

57.3

30.5

45.2

28.4


97.5

90.6

84.1

32.9

69.4

68.0

62.5

31.5

46.0

36.3

OMO

Tide

Viso

Surf

NET

LIX

Daso

Co.op
BIG C Others
mart
0.0
0.0
0.0

OMO

Tide

Viso

Surf

NET

LIX

Daso

Co.op
BIG C Others
mart
0.2
0.0
0.0

Figure 5.3.3: Upper (n=374)

Surf

NET

1.3

0.3

0.3

VÌ
DÂN
1.1

17.1

12.6

5.6

16.8

14.4

9.1

1.3

1.1

2.5

82.9

36.6

67.6

72.7

65.2

38.8

48.7

34.5

OMO

Tide

Viso

TOM

85.0

11.8

Total unaided

86.6

23.0


97.6

94.7

LIX

Daso

0.3

0.0

Co.op
BIG C Others
mart
0.0
0.0
0.0

Unit: %

Q. Please tell us all of laundry detergent brands you know in the list below? (Including brands you mentioned in the above question)?
 Q. Please tell us your monthly household income? [SA] Based n=1,048

PART III: HABIT OF BUYING LAUNDRY DETERGENT

6. Trial brands
OMO scores highest at 99.4%
OMO still keeps the highest percentage in terms of trial brands, followed by Tide, Viso and Surf with respective percentage of
89.3%, 60.9% and 51.8%.

[Figure 6.1] Trial brands

OMO

99.4%

Tide

89.3%

Viso

VÌ
DÂN

60.9%

28.5%

Surf

LIX

NET 9.2%

51.8%

26.3%

Daso

Big C

7.2%

13.5%

Co.op
mart

6.3%
Other
s

Q. Please tell us what brands of laundry detergent you have used? [MA] Based n=1,048
Q. Please tell us your age?[SA] Based n=1,048

2.9%
Unit: %

6. Trial brands
There is a slight difference among age groups
As can be seen in the chart below, OMO and Tide are the top two brands which have been used by all age groups. At third
place, relatively more respondents from the two groups of 25 years old and under have used Surf whereas more respondents
aged 26 and over have used Viso.

[Figure 6.2] Trial brands – By age

OMO

Tide

Viso

Surf

VÌ DÂN

LIX

Daso

NET

BIG C

CO.OP
MART

Others

Total

99.4

89.3

60.9

51.8

28.5

26.3

13.5

9.2

7.2

6.3

2.9

16 - 19 years old (n=88)

98.9

76.1

51.1

51.1

27.3

18.2

4.5

4.5

2.3

6.8

0.0

20 - 25 years old (n=474)

99.6

86.9

57.6

63.7

31.9

23.4

10.3

7.4

8.0

5.7

4.5

26 - 30 years old (n=295)

100.0

92.9

66.1

46.1

29.2

29.2

15.9

7.8

8.5

5.4

1.0


98.4

95.8

65.4

31.4

19.9

33.0

21.5

17.8

5.2

8.9

2.6


Unit: %

6. Trial brands
Income does not have significant effect on trial brands
Almost all of the respondents of each SEC group have used OMO with the respective percentage of 100%, 99.3% and 99.2%,
followed by Tide and Surf. There is one thing worth noticing for Surf, as relatively more respondents from the Lower income
group have tried this brand compared to those from the other two groups.

[Figure 6.3 ] Trial brands – By SEC

OMO

Tide

Viso

Surf

VÌ DÂN

LIX

Daso

NET

BIG C

CO.OP
MART

Others

Total

99.4

89.3

60.9

51.8

28.5

26.3

13.5

9.2

7.2

6.3

2.9

Lower (n=239)

100.0

82.4

62.8

65.3

34.3

27.2

11.3

8.4

7.9

7.5

2.1

Middle (n=435)

99.3

90.3

58.2

49.7

28.5

25.1

13.6

9.9

7.8

6.2

3.2

Upper (n=374)

99.2

92.5

62.8

45.7

24.9

27.3

14.7

8.8

5.9

5.6

2.9


Unit: %

7. Brands used in the last 3 months
OMO has been used by 87.1% respondents in the last 3 months
Nearly 9 out of 10 surveyed people have used OMO in the last 3 months. The next brand is Tide with 42.6%. Daso gains the
lowest percentage of 0.3%.

[Figure 7.1] Brands used in the recent 3 months
0.6%
87.1%

OMO
42.6%

0.3%

Others

Daso
NET

Tide

Big C

Surf
14.8%

LIX

3.8%

1.3%

Co.op
mart

Viso
9.8%

0.8%

VÌ DÂN

1.8%

2.4%

Q. Please tell us what brands of laundry detergent you have used in recent 3 months? [MA] Based n=1,048

Unit: %

Over 80% of the respondents in all age groups have used OMO in the last 3
months
Regardless of age, OMO is still at top choice of most respondents, followed by Tide. At the third place, Surf seems to be more
preferred by younger groups (25 years old and under) while Viso has more votes from the group of 26 years old and over.

[Figure 7.2] Brands used in the recent 3 months – By age
16 – 19 years old
OMO

87.5

Tide

12.5
6.8

20.5

Over 30 years old

87.8

37.3

20.5

Viso

26 – 30 years old

88.6

29.5

Surf

LIX

20 – 25 years old

82.2

46.4
9.2

7.8

55.5
6.8

10.8

12.0

2.7

4.4

4.2

VÌ DÂN

2.3

2.3

2.4

2.6

Co.op mart

3.4

2.1

0.7

2.1

1.7

2.0

0.0

0.6

0.3

1.0

0.2

0.0

1.0

BIG C
NET

0.0
2.3

Daso

0.0

Others

0.0

2.7

2.3


0.0
Unit: %

There is a slight difference among SEC groups
While Tide and OMO are preferred to other brands by higher income groups, Surf looks to be used more by lower income
group.

[Figure 7.3] Brands used in the recent 3 months – By SEC
Lower (n=239)
OMO

85.4

Tide

10.0

5.9

89.0

41.4

23.4

Viso

Upper (n=374)

86.4

36.8

Surf

LIX

Middle (n=435)

14.7

47.6
9.4

9.4

10.2

2.8

3.7

VÌ DÂN

2.5

2.5

2.1

Co.op mart

1.7

2.3

1.3

BIG C

0.8

0.9

2.1

NET

0.4

0.9

0.8

Daso

0.0

0.5

0.3

Others

0.4

1.2

0.0


Unit: %

8. Latest brand bought
More than 7 out of 10 surveyed people used OMO in the last time
The percentage of using OMO in the last time comes at 71.2% of the respondents. The following brand is Tide with 16.9%
compared to 4.9% of Surf in the third place.

[Figure 8.1] Latest brand bought

OMO (71.2%)

Tide (16.9%)

Surf (4.9%)

Viso (2.4%)

LIX (2.2%)

VÌ DÂN (0.7%)

Co.op mart (0.7%)

BIG C (0.5%)

NET (0.3%)

Daso (0.0%)

Others (0.4%)

Unit: %

Q. Please tell us laundry detergent brand you bought in the last time? [SA] Based n=1,048

There is a quite difference among age groups
As shown in the chart below, relatively fewer respondents aged over 30 years old have used OMO in the last time than the
younger age groups. In addition, the percentage of using Tide has a direct relationship with age whereas Surf has an inverse
relationship with age.

[Figure 8.2] Latest brand bought - By age
16 – 19 years old
OMO

20 – 25 years old
71.6

Tide

9.1

73.8

10.2

Surf

26 – 30 years old
71.5

13.1
6.8

Over 30 years old
63.9

19.0

26.2

2.0

2.6

Viso

3.4

2.1

2.0

3.1

LIX

2.3

1.7

3.1

2.1

CO.OP MART

2.3

0.6

0.3

0.5

VÌ DÂN

0.0

0.4

1.0

1.0

BIG C

0.0

0.4

1.0

0.0

NET

1.1

0.2

0.0

0.5

Daso

0.0

0.0

0.0

0.0

Others

0.0

1.2

1.0

0.0


Unit: %

Nearly 70% respondents used OMO in the last time
The respective usage percentages of OMO by Lower, Middle and Upper group are shown at 69.5%, 72.2% and 71.1%. The two
next brands are Tide and Surf that have a sign of increasing by income.

[Figure 8.3] Latest brand bought – By SEC
Lower (n=239)
OMO

Upper (n=374)

72.2

71.1

69.5

Tide
Surf

Middle (n=435)

13.8
8.8

16.3
4.8

19.5
2.4

Viso

2.1

2.5

2.4

LIX

3.3

0.9

2.9

CO.OP MART

0.4

0.9

0.5

VÌ DÂN

0.8

0.9

0.3

BIG C

0.4

0.2

0.8

NET

0.4

0.5

0.0

Daso

0.0

0.0

0.0

Others

0.4

0.6

0.0


Unit: %

9. Brand is used most often
OMO still keeps the leading position in terms of brands used most often
74.6% of the respondents choose OMO as the brand they used most often, the next one is Tide with 16.0%. Daso has the
lowest percentage when there is no respondent choosing it.

[Figure 9.1] Brand is used most often

Others

0.1%

Co.op
mart

NET

0.0%

Daso

0.1%

0.3%

VÌ
DÂN

0.4%

LIX

0.4%

BIG C

1.1%

Surf

2.3%

Viso

2.9%

OMO

16.0%

76.4%

Tide

Unit: %

Q. Amongst brands you used, what brand you use most often? [SA] Based n=1,048

Younger respondents tend to buy OMO more than elder ones.
As shown in the chart below, the percentage of using OMO goes down by age. Conversely, Tide looks more often used by elder
groups (26 years old and over) than younger groups (16 – 25 years old).

[Figure 9.2] Brand is used most often – By age

OMO

Tide

Surf

Viso

LIX

BIG C

Co.op
mart

VÌ DÂN

NET

Daso

Others

Total

76.4

16.0

2.9

2.3

1.1

0.4

0.4

0.3

0.1

0.0

0.1

16 - 19 years old (n=88)

83.0

13.6

1.1

2.3

0.0

0.0

0.0

0.0

0.0

0.0

0.0

20 - 25 years old (n=474)

79.7

11.2

4.6

1.7

1.3

0.2

0.6

0.2

0.2

0.0

0.2

26 - 30 years old (n=295)

74.6

18.3

1.7

2.4

2.0

0.7

0.0

0.3

0.0

0.0

0.0


68.1

25.7

1.0

3.7

0.0

0.5

0.5

0.5

0.0

0.0

0.0


Unit: %

The percentage of using Tide seems to be increased by income
The respective percentages of Tide by Lower group, Middle group and Upper group are 13.4%, 15.4% and 18.4%. Besides, the
percentage of using OMO is not different among income groups.

[Figure 9.3] Brand is used most often – By SEC

OMO

Tide

Surf

Viso

LIX

BIG C

Co.op
mart

VÌ DÂN

NET

Others

Daso

Total

76.4

16.0

2.9

2.3

1.1

0.4

0.4

0.3

0.1

0.1

0.0

Lower (n=239)

76.2

13.4

5.0

1.7

2.1

0.4

0.4

0.4

0.4

0.0

0.0

Middle (n=435)

76.6

15.4

3.0

3.0

0.5

0.2

0.7

0.5

0.0

0.2

0.0

Upper (n=374)

76.5

18.4

1.3

1.9

1.3

0.5

0.0

0.0

0.0

0.0

0.0


Unit: %

10. Purchase intention
OMO and Tide are competing for market leading position
Intention of buying OMO is extremely high with the mean score of 4.78, tightly followed by Tide with 4.10. This data evinces
that Tide may become a strong competitor of OMO in the future.

[Figure 10.1] Intention of buying recognized brands

4.78
4.10
3.39

OMO

Tide

Surf

3.38

Viso

3.10

3.01

2.91

2.90

2.83

2.79

CO.OP MART

LIX

NET

BIG C

Daso

VÌ DÂN

Based on a 5 point scale: 1_Definitely will not buy, 2_Maybe will not buy, 3_Neutral, 4_ Maybe will buy, 5_ Definitely will buy

Q. Please let us know your intention towards to the brands you know in the future? [Matrix SA] Based n=1,048

OMO is still hot in the future with the mean score of nearly 5.0
While other age groups consider between OMO and Tide with high mean score of over 4.0, the youngest group (16 – 19 years
old) considerably prefer OMO over Tide with 4.75 over 3.86.

[Figure 10.2] Intention of buying recognized brands – By age
16 – 19 years old
(n = 88)

20 – 25 years old
(n = 474)

26– 30 years old
(n = 295)

Over 30 years old
(n = 191)

OMO

4.75

OMO

4.80

OMO

4.77

OMO

4.76

Tide

3.86

Tide

4.02

Tide

4.13

Tide

4.36

Viso

3.81

Viso

3.36

Viso

3.32

Viso

3.51

Surf

3.40

Surf

3.50

Surf

3.22

Surf

3.35

NET

3.21

NET

2.88

NET

2.78

NET

3.04

Co.op mart

3.16

Co.op mart

3.07

Co.op mart

3.10

Co.op mart

3.14

LIX

2.98

LIX

3.01

LIX

2.89

LIX

3.19

VÌ DÂN

2.92

VÌ DÂN

2.81

VÌ DÂN

2.89

VÌ DÂN

2.90

Daso

2.76

Daso

2.81

Daso

2.74

Daso

3.01

Big C

2.72

Big C

2.88

Big C

2.85

Big C

3.11

Q. Please let us know your intention towards to the brands you know in the future? [Matrix SA] Based n=1,048

All SEC groups choose OMO and Tide as their future brands
As can be seen in the chart , mean score of OMO in each SEC group is surprisingly higher than other brands. Tide is the next
desirable brand with mean score of around 4.00.

[Figure 10.3] Intention of buying recognized brands – By SEC
Lower (n=239)

Middle (n=435)

Upper (n=374)

OMO

4.72

OMO

4.80

OMO

4.80

Tide

4.00

Tide

4.11

Tide

4.15

Surf

3.54

Viso

3.39

Viso

3.29

Viso

3.30

Surf

3.34

Surf

3.48

Co.op mart

3.10

NET

2.99

NET

3.20

LIX

3.10

Co.op mart

2.92

Co.op mart

3.04

NET

2.84

LIX

2.99

LIX

2.86

BIG C

2.92

VÌ DÂN

2.80

VÌ DÂN

2.99

Daso

2.83

Daso

2.76

Daso

2.89

VÌ DÂN

2.81

Big C

2.74

Big C

2.84

Q. Please let us know your intention towards to the brands you know in the future?[Matrix SA] Based n=1,048
 Q. Please tell us your monthly household income? [SA] Based n=1,048

PART IV: BRAND LOYALTY AND CUSTOMER
ATTITUDES TOWARD LAUNDRY DETERGENT

11. Loyal users
Obviously, OMO keeps leading position in term of consumer’s loyalty
According to the data below, 69.8% of the respondents is loyal to OMO, followed by Tide (15.0%). Besides OMO and Tide,
the loyalty towards Co.op mart has increased more than other brands, however, its awareness is low.

[Figure 11] Loyal users

69.8%

OMO

2.7%

BIG C

15.0%

Tide

2.8%

Viso

6.1%

Co.op mart

1.0%

NET

5.0%

Surf

0.7%

VÌ DÂN

3.6%

LIX

0.0%

Daso

Loyal users are defined as consumers who have tried with this brand, have used the brand as main brand and definitely continue
using the brand in the future.
Unit: %

12. Lapsed users
It is clear that VÌ DÂN has the highest number of lapsed users (13.4%)
Similarly, Daso and LIX are the two next brands that have higher percentage of lapsed users than other brands. In contrast,
this percentage of OMO is very low with 0.8%.

[Figure 12] Lapsed users

13.4%

VÌ DÂN

3.1%

Surf

9.2%

Daso

3.1%

NET

6.2%

LIX

1.4%

Tide

4.7%

Viso

1.3%

Big C

4.5%

Co.op mart

0.8%

OMO

Lapsed users are defined as consumers who have tried and definitely will not buy the brand in future.
Unit: %

13. Refusal users
There is a sharp difference among laundry detergent brands
More than a half of the surveyed people refuses the four brands Daso, Big C, NET and Co.op mart. No respondents would
refuse OMO.

[Figure 13] Refusal users

60.2%

Daso

46.4%

VÌ DÂN

59.4%

Big C

24.9%

Surf

55.2%

NET

21.9%

Viso

52.7%

Co.op mart

3.9%

Tide

47.8%

LIX

0.0%

OMO

Refusal users are defined as consumers who have not tried and definitely will not buy the brand in future.
Unit: %

14. Potential users
Co.op mart’s score the highest at 27.8%
The next brand is Big C with 25.3%. Without these two brands above, OMO is grown up 0.6% for this potential user
segmentation.

[Figure 14] Potential users

27.8%

Co.op mart

14.1%

Surf

25.3%

Big C

12.7%

Viso

18.2%

Daso

12.5%

VÌ DÂN

17.6%

NET

3.9%

Tide

14.1%

LIX

0.6%

OMO

Potential users are defined as consumers who have not tried and will buy the brand in future.
Unit: %

15. The importance of laundry detergent attributes
Product quality is most important than other attributes by respondents’
viewpoint
Among attributes, the highest mean score goes to Product quality, which is quoted by 3.78 point. The next highest is Brand
which comes at 3.26 point and Price is next at 3.20 point. By contrast, the lowest is Advertising at 2.43 point.

[Figure 15.1] Laundry detergent loyalty
Product quality

3.78 point

Brand

3.26 point

Price

3.20 point

Promotion

2.94 point

Activity for community

2.75 point

Product distribution

2.61 point

Advertising

2.43 point

Based on a 4 point scale
1 - Not that important

4 - Extremely important

Q. Please tell us your estimate to some attributes of laundry detergent? [Matrix SA] Based n=1,048

There are a few differences among age groups
The figure table illustrates the differences among age group. Product quality is most likely to choose by respondents with
mean score around 3.80 point. Other important attributes are Brand, Price and Promotion.

16 - 19 years old
(n=88)

20 – 25 years old
(n=474)

26 - 30 years old
(n=295)

Over 30 years old
(n=191)

Product quality

3.72

3.74

3.82

3.81

Brand

3.26

3.28

3.20

3.32

Price

3.18

3.17

3.19

3.30

Promotion

3.00

2.95

2.79

3.08


2.76

2.71

2.71

2.93


2.48

2.61

2.62

2.68

Advertising

2.35

2.43

2.44

2.43


Generally, the importance of attributes is similar among SEC groups
According to the figures, there is no difference among SEC groups. The Product quality still keep the leading position in terms
of laundry detergent attributes. The next highest is Brand, followed by Price.

Lower
(n=374)

Middle
(n=435)

Upper
(n=239)

Product quality

3.82

3.77

3.71

Brand

3.26

3.28

3.24

Price

3.20

3.22

3.16

Promotion

2.97

2.92

2.90


2.79

2.75

2.71


2.67

2.62

2.51

Advertising

2.47

2.41

2.39


16. Consumer attitudes toward attributes
OMO has the strongest advantage in all attributes except Price
Price attribute of OMO averages at 3.53 and is the lowest compared to other brands when mentioning Price despite of its
higher remaining attributes. Meanwhile, belief index of Surf is the highest with the mean score of 3.75 point.

[Figure 16.1] Consumer attitudes toward attributes

Surf
Product quality
Brand
Price
Promotion
Advertising

OMO

Tide

Daso

3.44

4.51

3.98

3.07

3.52

4.53

4.07

3.14

3.75

3.53

3.57

3.58

3.18

3.70

3.43

2.83

3.16

3.76

3.39

3.00

3.67

4.22

3.93

3.46

3.76

4.38

3.99

3.00

Based on strength of belief measure with 5 point scale: 1_Very bad, 2_Bad, 3_Neither bad or good, 4_Good, 5_Very good

Q. Please tell us your credibility level with the attributes corresponding to each of laundry detergent brand? [Matrix SA] Based n=1,048

16. Consumer attitudes toward attributes
Consumer attitudes are quite positive toward attributes attached brands
Applying Multi Attributes Approach Fishbein, the surveyed consumers think that the OMO brand is better than Tide, Surf and
Daso, as shown by comparison of the attitudes of total for all four brands, namely the OMO brand for 85.99 point, Tide brand
for 79.10 point, Surf brand for 73.23 point and Daso brand by 66.19 point.

[Figure 16.2] Consumer attitudes toward attributes

85.99 point
1

Consumer attitudes toward laundry detergent attributes are the
attributes of consumer response to the laundry detergent
expressed in 7 statements that are divided in two categories as:

79.10 point

Firstly: Importance of attributes by consumers
1_Not that important, 2_A little important, 3_Quite important,
4_Extremely important

2
73.23 point
3

Secondly: Consumers’ credibility toward attributes
1_Very bad, 2_Bad, 3_Neither bad or good, 4_Good, 5_Very
good

66.19 point
Q. Please tell us your credibility level with the attributes corresponding to each of laundry detergent brand? [Matrix SA] Based n=1,048

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 130,000 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).

W&s Report Laundry Detergent 2013

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