The document summarizes the key findings of an online survey conducted in Vietnam about refrigerator brands and consumer preferences: - Toshiba, Panasonic, and Sanyo are the top 3 most well-known fridge brands in Vietnam. Sanyo has the largest market share at 20%. - TV ads and point-of-sale displays are effective channels for building brand awareness of fridge brands. - Price is the top factor considered when choosing a fridge brand, followed by quality and durability. Sanyo is chosen for its affordable price, while Panasonic and Toshiba are chosen for quality and durability. - 83% of respondents are satisfied with their current fridge

1. STUDY ABOUT REFRIGERATOR MARKET
IN VIETNAM
BY DI-MARKETING (www.di-onlinesurvey.com)
Jul, 2016

2. 1
SCOPE OF WORK
 This survey was conducted to study about fridge market in Vietnam
 Methodology: Online survey
 Fieldwork time: 3 days (11/07/2016 to 13/07/2016)
 Sample size: N = 1400
 Geography: Nationwide

3. 2
KEY FINDINGS
• Toshiba, Panasonic and Sanyo are top 3 well-known fridge brands
• TV ads and point of sales are effective channels to leverage brand awareness
• Sanyo is the market leader of fridge market in Vietnam
• Price is the top reason for choosing a fridge
• 83% are satisfied with their current fridge brand and 12% are loyal with that brand
• 30% change / buy new fridge after 5-7 years using their fridge
• 67% are using top-freezer fridge and 151 – 300 liters is the most used size (40%)
• 53% spend from $201 - $400 for a fridge
• 82% buy fridge at big electronics retailers

4. 3
KEY FINDING VIETNAM THAILAND
Most well-known
brands
Toshiba, Panasonic and Sanyo Samsung, Toshiba and Panasonic
Market leader Sanyo (20% share) Samsung (21% share)
Main sources of
brand awareness
TVC, POS TVC, POS
Top criteria Price Electronic saving ability
Satisfaction 83% satisfied with current brand 87% satisfied with current brand
Loyalty 12% are loyal with their current
fridge brand
11% are loyal with their current fridge
brand
Spending 27% spend from $201 - $300 31% spend from $201 - $300
Main POS Big electronics retailers (82%) Branded stores/ Showroom (83%)
VIETNAM VS. THAILAND

5. 4
N = 1400
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
7%
3%
4%
5%
10%
11%
22%
37%
Others
Job seeker/Retired
Factory Worker
Housewife
Engineer/Doctor/Teacher
Self-employed
Student
Office worker
28%
30%
40%
3%
Over 30
26-30
18-25
Under 18
29%
71%
Male
Female
27%
3%
3%
5%
16%
47%
Others
Cần Thơ
Hải Phòng
Đà Nẵng
Hà Nội
Hồ Chí Minh

6. 5
4%
11%
13%
21%
21%
42%
55%
56%
64%
69%
70%
72%
73%
76%
77%
Others
VTB
Teka
Darling
Midea
Aqua
Mitsubishi
Electrolux
Hitachi
Sharp
LG
Samsung
Sanyo
Panasonic
Toshiba
Total
2%
9%
12%
21%
19%
40%
55%
59%
67%
72%
75%
73%
76%
77%
79%
Hồ Chí Minh
4%
11%
15%
12%
30%
37%
56%
55%
63%
65%
70%
74%
69%
75%
79%
Hà Nội
5%
14%
12%
25%
19%
45%
55%
51%
59%
68%
65%
70%
72%
77%
74%
Others
OVERALL, TOSHIBA, PANASONIC AND SANYO ARE
TOP 3 WELL-KNOWN FRIDGE BRANDS IN VIETNAM
Do you know any fridge brands listed below?
N = 1400 N = 659 N = 230 N = 511

7. 6
4%
11%
13%
21%
21%
42%
55%
56%
64%
69%
70%
72%
73%
76%
77%
Others
VTB
Teka
Darling
Midea
Aqua
Mitsubishi
Electrolux
Hitachi
Sharp
LG
Samsung
Sanyo
Panasonic
Toshiba
Total
5%
2%
2%
14%
14%
27%
27%
18%
43%
52%
64%
59%
43%
73%
68%
Under 18
3%
8%
9%
16%
17%
39%
55%
43%
63%
67%
70%
71%
71%
76%
77%
18-25
2%
16%
18%
25%
25%
44%
59%
70%
65%
75%
70%
74%
77%
78%
77%
Over 30
6%
13%
14%
24%
24%
45%
55%
63%
66%
69%
71%
73%
77%
75%
77%
26-30
AGAIN, TOSHIBA, PANASONIC AND SANYO ARE TOP 3 WELL-KNOWN
ACROSS ALL AGE GROUPS
Do you know any fridge brands listed below?
N = 1400 N = 44 N = 557 N = 414 N = 385

8. 7
4%
15%
35%
40%
46%
49%
52%
52%
65%
76%
Others
I know through sms advertising
messages/ email
Facebook ads
Web, forum ads
In/ Out of home ads
I read news/ magazines mentioning
about these brands
Friends/relatives' suggestion
See others use these fridge brands
Through stores/ showroom
TV ads
Total
3%
12%
30%
38%
46%
50%
54%
53%
64%
73%
Hồ Chí Minh
3%
20%
38%
46%
53%
48%
56%
42%
68%
77%
Hà Nội
7%
16%
40%
41%
42%
47%
48%
39%
63%
79%
Others
TV ADS AND POINT OF SALES ARE EFFECTIVE CHANNELS TO GAIN
BRAND AWARENESS IN VIETNAM
How do you know these fridge brands?
N = 1400 N = 659 N = 230 N = 511

9. 8
4%
15%
35%
40%
46%
49%
52%
52%
65%
76%
Others
I know through sms advertising
messages/ email
Facebook ads
Web, forum ads
In/ Out of home ads
I read news/ magazines
mentioning about these brands
Friends/relatives' suggestion
See others use these fridge
brands
Through stores/ showroom
TV ads
Total
9%
7%
27%
34%
36%
41%
45%
39%
57%
73%
Under 18
4%
12%
31%
40%
43%
46%
48%
50%
61%
75%
18-25
3%
19%
37%
41%
48%
51%
55%
54%
66%
77%
Over 30
6%
15%
39%
41%
48%
50%
55%
55%
68%
76%
26-30
TV ADS AND POINT OF SALES ARE EFFECTIVE CHANNELS TO GAIN
BRAND AWARENESS ACROSS ALL AGE GROUPS
How do you know these fridge brands?
N = 1400 N = 44 N = 557 N = 414 N = 385

10. 9
7%
1%
0.2%
0.2%
0.3%
0%
2%
4%
7%
8%
8%
9%
10%
13%
18%
20%
I don't use fridge
Others
Darling
Teka
Midea
VTB
Mitsubishi
Aqua
Electrolux
Hitachi
Samsung
Sharp
LG
Toshiba
Panasonic
Sanyo
Total
5%
1%
0.2%
0.5%
0.3%
0%
3%
4%
7%
9%
7%
8%
12%
13%
16%
20%
Hồ Chí Minh
6%
0%
0.0%
0.0%
0.5%
0%
3%
2%
7%
8%
10%
8%
10%
16%
19%
16%
Hà Nội
10%
2%
0.4%
0.0%
0.2%
1%
1%
5%
6%
6%
8%
10%
7%
12%
20%
21%
Others
SANYO, PANASONIC AND TOSHIBA ARE TOP 3 USED FRIDGE
BRANDS IN VIETNAM
Which brand of fridge do you own?
N = 1400 N = 659 N = 230 N = 511

11. 10
7%
1%
0.2%
0.2%
0.3%
0%
2%
4%
7%
8%
8%
9%
10%
13%
18%
20%
I don't use…
Others
Darling
Teka
Midea
VTB
Mitsubishi
Aqua
Electrolux
Hitachi
Samsung
Sharp
LG
Toshiba
Panasonic
Sanyo
Total
9%
3%
0%
3%
0%
0%
3%
3%
5%
10%
5%
8%
13%
18%
25%
8%
Under 18
10%
2%
0%
0%
0%
1%
2%
3%
5%
8%
8%
8%
8%
16%
17%
22%
18-25
4%
1%
0%
0%
0%
0%
3%
4%
10%
8%
7%
9%
12%
11%
15%
20%
Over 30
6%
1%
1%
0%
1%
1%
1%
7%
7%
7%
8%
9%
10%
10%
20%
19%
26-30
SANYO IS THE MARKET LEADER WITH 20% MARKET SHARE,
FOLLOWING BY PANASONIC WITH 18%
Which brand of fridge do you own?
N = 1400 N = 44 N = 557 N = 414 N = 385

12. 11
TOSHIBA GAINS THE HIGHEST BRAND AWARENESS WHILE
SANYO OWNS THE HIGHEST MARKET SHARE IN VIETNAM
77% 76%
73% 72%
70% 69%
64%
56% 55%
42%
21% 21%
13% 11%
4%
13%
18%
20%
8%
10% 9% 8% 7%
2%
4%
0% 0% 0% 0% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Awareness
Usage
Which fridge brands do you know?
Which fridge brand do you own currently?
N = 1400

13. 12
Toshiba
Panasonic
Sanyo
Samsung
LG
Sharp
TOSHIBA GAINS THE HIGHEST BRAND AWARENESS WHILE
SANYO OWNS THE HIGHEST MARKET SHARE IN VIETNAM
Which fridge brands do you know?
Which fridge brand do you own currently?
N = 1400
Low
Low
High
High
Usage
Awareness

14. 13
5%
17%
18%
19%
27%
27%
28%
29%
30%
30%
30%
31%
32%
33%
37%
45%
45%
50%
50%
54%
Others
Not produced in China
Sale person recommendation
Frequent promotions
Multiple functions
Friends/Family recommendation
Comfortable internal layout
Attractive design
Freeze quickly
Japanese brand
Good warranty services
Deodorize/antibacterial system works effectively
No frost
Keep food fresh well
Easy to clean
Trusted brands
Electronic saving
Durable
Good quality
Affordable price
Total
PRICE, QUALITY AND DURABILITY ARE THE TOP REASONS FOR
CHOOSING A FRIDGE IN VIETNAM
Why do you choose this brand of fridge?
N = 1400

15. 14
5%
17%
18%
19%
27%
27%
28%
29%
30%
30%
30%
31%
32%
33%
37%
45%
45%
50%
50%
54%
Others
Not produced in China
Sale person recommendation
Frequent promotions
Multiple functions
Friends/Family recommendation
Comfortable internal layout
Attractive design
Freeze quickly
Japanese brand
Good warranty services
Deodorize/antibacterial system works effectively
No frost
Keep food fresh well
Easy to clean
Trusted brands
Electronic saving
Durable
Good quality
Affordable price
Total
3%
11%
14%
17%
18%
28%
19%
23%
28%
36%
25%
29%
28%
31%
33%
42%
46%
49%
49%
66%
Sanyo
3%
16%
20%
17%
30%
35%
30%
31%
30%
27%
32%
32%
37%
34%
41%
47%
52%
53%
55%
55%
Panasonic
SANYO AND PANASONIC = AFFORDABLE PRICE + GOOD QUALITY +
HIGH DURABILITY
Why do you choose this brand of fridge?
N = 1300 N = 257 N = 230
Sanyo is chosen because of its price

16. 15
5%
17%
18%
19%
27%
27%
28%
29%
30%
30%
30%
31%
32%
33%
37%
45%
45%
50%
50%
54%
Others
Not produced in China
Sale person recommendation
Frequent promotions
Multiple functions
Friends/Family recommendation
Comfortable internal layout
Attractive design
Freeze quickly
Japanese brand
Good warranty services
Deodorize/antibacterial system works effectively
No frost
Keep food fresh well
Easy to clean
Trusted brands
Electronic saving
Durable
Good quality
Affordable price
Total
4%
18%
12%
19%
23%
25%
30%
24%
24%
31%
30%
32%
32%
33%
38%
44%
44%
54%
53%
52%
Toshiba
3%
16%
19%
17%
34%
17%
31%
31%
31%
9%
28%
24%
32%
29%
39%
39%
35%
48%
47%
49%
LG
TOSHIBA AND LG = HIGH DURABILITY + GOOD QUALITY +
AFFORDBALE PRICE
Why do you choose this brand of fridge?
N = 1300 N = 169 N = 127

17. 16
5%
17%
18%
19%
27%
27%
28%
29%
30%
30%
30%
31%
32%
33%
37%
45%
45%
50%
50%
54%
Others
Not produced in China
Sale person recommendation
Frequent promotions
Multiple functions
Friends/Family recommendation
Comfortable internal layout
Attractive design
Freeze quickly
Japanese brand
Good warranty services
Deodorize/antibacterial system works effectively
No frost
Keep food fresh well
Easy to clean
Trusted brands
Electronic saving
Durable
Good quality
Affordable price
Total
3%
14%
15%
21%
25%
27%
26%
33%
30%
39%
34%
39%
37%
33%
38%
52%
46%
49%
51%
50%
Sharp
5%
18%
19%
23%
33%
28%
30%
39%
32%
14%
35%
26%
27%
33%
35%
45%
46%
44%
50%
43%
Samsung
SHARP = TRUSTED BRAND + GOOD QUALITY + AFFORDABLE PRICE
SAMSUNG = GOOD QUALITY + ELECTRONIC SAVING + TRUSTED BRAND
Why do you choose this brand of fridge?
N = 1300 N = 112 N = 101
Samsung is highly appreciated for it attractive design

18. 17
18%
23%
11%
15%
19% 16%
20%
58% 49%
62%
60%
57% 63%
64%
25%
29% 28% 25% 24% 21%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Samsung Sharp Panasonic LG Sanyo Toshiba
Totally satisfied
Satisfied
Normal
Unsatisfied
Totally unsatisfied
83% SATISFIED WITH THEIR CURRENT FRIDGE BRAND
How do you feel with your current brand of fridge?
N = 1300 N = 101 N = 112 N = 230 N = 127
Samsung owns the highest top box of satisfaction ratio (29%)
N = 257 N = 169

19. 18
Beside that, adding news functions is another way to make user more satisfied
15%
7%
4%
4%
9%
9%
9%
10%
10%
11%
13%
13%
14%
21%
24%
Nothing
Others
Poor quality
No durable
Do not keep food fresh well
Poor warranty services
Do not freeze quickly
Uncomfordable internal layout
Be more expensive compared to real value
Frost
Unattractive design
Hard to clean
Do not save electricity
Few functions
Do not deodorize effectively
Total
IMPROVING DEODORIZING FUNCTION CAN MAKE USERS HAPPIER
Is there anything make you feel unhappy about this brand?
N = 1300

20. 19
15%
7%
4%
4%
9%
9%
9%
10%
10%
11%
13%
13%
14%
21%
24%
Nothing
Others
Poor quality
No durable
Do not keep food fresh well
Poor warranty services
Do not freeze quickly
Uncomfordable internal layout
Be more expensive compared to real value
Frost
Unattractive design
Hard to clean
Do not save electricity
Few functions
Do not deodorize effectively
Total
11%
4%
3%
4%
9%
6%
9%
14%
8%
15%
13%
15%
13%
26%
26%
Sanyo
13%
11%
2%
3%
9%
11%
10%
12%
7%
10%
13%
11%
8%
16%
25%
Panasonic
SANYO / PANASONIC = DEODORIZING ABILITY + FEW
FUNCTIONS
Is there anything make you feel unhappy about this brand?
N = 1300 N = 257 N = 230

21. 20
15%
7%
4%
4%
9%
9%
9%
10%
10%
11%
13%
13%
14%
21%
24%
Nothing
Others
Poor quality
No durable
Do not keep food fresh well
Poor warranty services
Do not freeze quickly
Uncomfordable internal layout
Be more expensive compared to real value
Frost
Unattractive design
Hard to clean
Do not save electricity
Few functions
Do not deodorize effectively
Total
11%
11%
4%
4%
9%
11%
8%
9%
8%
7%
15%
18%
15%
21%
30%
Toshiba
17%
6%
4%
5%
9%
5%
7%
9%
15%
6%
12%
13%
17%
21%
24%
LG
TOSHIBA / LG = DEODORIZING ABILITY + FEW FUNCTIONS
Is there anything make you feel unhappy about this brand?
N = 1300 N = 169 N = 127

22. 21
15%
7%
4%
4%
9%
9%
9%
10%
10%
11%
13%
13%
14%
21%
24%
Nothing
Others
Poor quality
No durable
Do not keep food fresh well
Poor warranty services
Do not freeze quickly
Uncomfordable internal layout
Be more expensive compared to real value
Frost
Unattractive design
Hard to clean
Do not save electricity
Few functions
Do not deodorize effectively
Total
11%
9%
3%
2%
8%
8%
5%
5%
9%
9%
20%
8%
13%
28%
21%
Sharp
15%
2%
6%
4%
6%
11%
13%
8%
20%
14%
8%
14%
14%
19%
19%
Samsung
SHARP = FEW FUNCTIONS + UNATTRACTIVE DESIGN
SAMSUNG = MORE EXPENSIVE COMPARED TO REAL VALUE
Is there anything make you feel unhappy about this brand?
N = 1300 N = 112 N = 101

23. 22
49%
43%
39%
54%
46%
54% 53%
39%
35% 45%
35%
45%
37% 41%
12%
21%
17%
10% 10% 10% 6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total LG Samsung Panasonic Sharp Sanyo Toshiba
It is the only brand I
would use
It is a prior brand
I will switch to other
brand (If I can)
12% ARE LOYAL WITH THEIR CURRENT FRIDGE BRAND
What is your usage intention toward your current fridge?
LG owns highest ratio of loyal consumer (21%)
N = 1300 N = 127 N = 101 N = 230 N = 112 N = 257 N = 169

24. 23
2% 1% 1% 1% 2% 1% 3%
41%
22%
31% 32% 30% 31%
34%
30%
45%
40% 40% 42%
46%
43%
27%
32%
28% 28% 26%
22% 20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Sharp Panasonic Samsung Sanyo LG Toshiba
I will recommend definitely
I will recommend
I may recommend
I will not recommend
I will not recommend definitely
57% WILL RECOMMEND THEIR CURRENT BRAND TO OTHERS
Will you recommend this brand of bridge to others?
N = 1300 N = 112 N = 230 N = 101 N = 257 N = 127 N = 169

25. 24
18%
29%
20%
15% 18%
23%
21%
22%
23%
25%
30%
26%
29%
29%
34%
23%
18%
23% 27%
19%
5% 5% 6% 6% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Under 3 years
3-5 years
Over 5 - 7 years
Over 7 years
I don't
know/remember
30% WILL CHANGE / BUY NEW FRIDGE AFTER 5-7 YEARS
How often do you/ your family change/buy new fridge?
N = 1300 N = 40 N = 503 N = 389 N = 368

26. 25
Cooling system is also an important functional criterion
5%
43%
44%
48%
51%
54%
56%
61%
75%
Others
Multiple functions
Temperature adjust ability
Comfortable internal layout
Good freezing system
Air filtration system
Size and capacity
Good cooling system
Electric saving ability
Total
10%
58%
55%
48%
53%
48%
65%
65%
68%
Under 18
4%
40%
45%
50%
48%
52%
59%
61%
75%
18-25
5%
44%
44%
47%
51%
55%
56%
57%
75%
26-30
ELECTRIC SAVING ABILITY IS THE TOP CRITERIA THAT USERS
CONCERN ABOUT THE MOST
Which is the functional criteria that you concern about when choosing fridge?
4%
43%
43%
46%
54%
58%
52%
64%
75%
Over 30
N = 1300 N = 40 N = 503 N = 389 N = 368

27. 26
3% 5% 4% 2% 1%
5% 3%
5%
6%
4%
5%
3%
5% 6%
4%
8%
5%
6% 9%
10%
11%
18%
10% 9% 13%
67% 68% 67% 66% 67%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Top-Freezer
Bottom-Freezer
Side by side
French door
Freezerless
Mini
Others
67% ARE USING TOP-FREEZER FRIDGE
What is the type of your current fridge?
N = 1300 N = 40 N = 503 N = 389 N = 368

28. 27
7% 5% 6% 9% 8%
11% 15% 9%
10% 14%
40%
48%
36%
39%
48%
32%
23%
38%
32%
26%
9% 10% 11% 10%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Under 120 ltr
121 ltr - 150 ltr
151 ltr - 300 ltr
301 ltr - 450 ltr
Over 450 ltr
40% ARE USING 151 – 300 LITERS
What is the capacity of your current fridge?
N = 1300 N = 40 N = 503 N = 389 N = 368

29. 28
5% 3% 5% 6% 4%
5% 13%
4% 5% 5%
12%
15%
11% 10% 15%
19%
18%
19% 18%
20%
26%
20%
23% 27%
29%
27%
18% 27%
29%
24%
6%
10%
9%
5% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Under $100
$101- $200
$201- $300
$301- $400
$401- $500
$501- $700
$700- $1000
Over $1000
53% SPEND FROM $201 - $400 FOR A FRIDGE
How much do you spend on your fridge?
N = 1300 N = 40 N = 503 N = 389
5% 1% 1%
6%
20%
5%
2% 3% 1%
8%
13%
12%
8% 5%
14%
23%
18%
19%
15%
14%
25%
20%
22%
26%
22%
33%
26%
25%
15%27%
33%
34%
29%
16%
10%
6%
15%
9%
4% 1% 1%4% 0%
Total Under $200 $200.1 -
$450
$450.1 -
$700
$700.1 -
$1000
Over $1000
The higher income, the more spending on fridge
N = 1300 N = 169 N = 419 N = 338 N = 166 N = 208N = 368

30. 29
Only 8% customers buy fridge online – through E-commercial sites
2%
8%
26%
33%
82%
Others
Online - through E-
commercial websites
Supermarket
Branded store/showroom
Big electronics retailers
Total
3%
3%
38%
43%
68%
Under 18
3%
6%
28%
32%
81%
18-25
2%
9%
26%
32%
83%
26-30
82% BUY FRIDGE AT BIG ELECTRONICS RETAILERS
Where do you usually buy fridge?
1%
9%
20%
33%
85%
Over 30
N = 1300 N = 40 N = 503 N = 389 N = 368

31. 30
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

32. 31
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