Overview of Fabric Conditioner products in Vietnam market PBI Survey 2015 Research Design 3 Research Method Internet Sampling Fieldwork Period 26th Feb 2015 – 01st Mar 2015 Research Area: Vietnam (Nationwide) Respondent Criteria: Female only Sample Size: 500 samples Survey Content: Fabric Conditioner brand awareness Expansive of Fabric Conditioner Brand Fabric brand ever used Fabric brand used in the past 3 months Fabric Conditioner brand most often used in the past 3 months Fabric Conditioner brand use in the future Fabric Conditioner brand recommendation

1. Overview of Fabric Conditioner
products in Vietnam market
PBI Survey 2015
Date: 26th Feb – 01st Mar 2015

2. Table of content
2
Research Design P.3
Respondent Profile P.4
Research Concept P.5
Research Summary P.6
Detail Findings P.7

3. Research Design
3
Research Method Internet Sampling
Fieldwork Period 26th Feb 2015 – 01st Mar 2015
Research Area Vietnam (Nationwide)
Respondent Criteria Female only
Sample Size 500 samples
Survey Content Fabric Conditioner brand awareness
Expansive of Fabric Conditioner Brand
Fabric brand ever used
Fabric brand used in the past 3 months
Fabric Conditioner brand most often used in the past 3 months
Fabric Conditioner brand use in the future
Fabric Conditioner brand recommendation

4. Respondent Profile
4
Unit: %
39.4
36.2
18.8
5.6
Age
20 - 24 years old 25 - 29 years old
30 - 39 years old 40 years old and over
2.66.6
15.0
29.0
46.8
Monthly household income
Class E & F (1 - 2,999,999 VND) Class D (3,000,000 - 4,999,999 VND)
Class C (5,000,000 - 7,499,999 VND) Class B (7,500,000 - 14,999,999 VND)
Class A (15,000,000 VND and over

5. PBI (Popular Brand Index)
POPULAR
BRAND
INDEX
(PBI)
Top of
Mind
(TOM)
Expansive
Last Used
Future
Intention
Additional Information :
•Top of Mind (TOM) = First brand mentioned by respondents.
•Expansive = Scope and spread of brand.
•Last Used/ Market Share = Total purchase or last used brand in past 3 months.
•Future Intention = Consumer intention to purchase brand.
Brand is one of the most important assets of the company and also
represent identity of a company. "Brand or trademark is a name or symbol
that is associated with the product/service and cause psychological
meaning/association".
In addition, the brand also works as a promotional tools, so that a
product with certain brand would likely gain popularity or awareness in
the community and affect consumer behavior.
W&S study based on development of PBI (Popular Brand Index)
concept which includes community top of mind brand, expansive or
spread of the brand, total purchase or last used of the brand, and
consumer intention to purchase brand.
Research Concept

6. Research Summary
6
 There are only 2 key players in Fabric Conditioner market – Comfort and Downy
Regarding brand awareness, Comfort is dominant on consumers’ mind with 67.4% of Top of mind awareness.
Almost consumers are aware of Comfort and Downy.
Comfort is also advertised on media channels the most often with 75.8% of consumers finding it on newspapers,
television, internet,…. The following brand is Downy with 22.4%.
The fabric conditioner is not much competitive because Comfort is a leading brand with 60.6% of brand users,
next is Downy (35.6%). In which, around 80% of consumers are loyal with or advocacy their currently most used
brand, while the rest of 20% of consumers tend to switch to another brand to use or recommend another brand
to their relatives, friends.
In summary, the Fabric Conditioner market is stable with high loyalty & satisfaction of users toward two key
players Comfort and Downy.
 Popularity of Fabric Conditioner brands are clear distinction ranking
Comfort’s Popular brand Index ranks the first (65.0), the next popular player is Downy (31.8). Comfort leaves
behind other brands even Downy in term of Popular brand Index to be the leading player in this market.

7. Detail Findings
7
Brand Awareness P.8
Brand Expansive P.9
Repertoire Brand Usage P.10
Loyalty / Switching P.11
Brand Satisfaction P.12
PBI (Popular Brand Index) P.13

8. 67.4
30.6
.4 .2 .2 1.2
96.4 91.0
7.8
12.8
4.4
18.8
99.0 98.0
15.4
34.0
51.4
40.6
TOM
Total Spontaneous
Total Awareness
Q. Regarding Fabric Conditioner brands, which brands do come to your mind?[FA] (n=500)
Q. Which brands do you know in the list below? [MA] (n=500)
1. Fabric Conditioner Brand Awareness
Unit: %
8
Comfort is dominant on consumers’ mind with 67.4% of Top of mind awareness
 Almost consumers are aware of Comfort and Downy (99.0% vs. 98.0%, respectively).
Comfort Downy D-Nee Softlan Lix Others
67.4 30.6 0.4 0.2 0.2 1.2
96.4 91.0 7.8 12.8 4.4 18.8
99.0 98.0 15.4 34.0 51.4 40.6

9. Q. Which Fabric Conditioner brands are easily found on media including: Television, radio, ad words, newspaper, etc.,?
[MA] (n=500)
2. Expansive of Fabric Conditioner Brand
9
Consistently, Comfort is also advertised on media channels the most often
 75.8% of consumers found Comfort on newspapers, television, internet, etc.,.
 Next mentioned brand is Downy which can be also found easily on media with 22.4%.

10. Most often Brand Loyalty Recommendation
Not loyalty / Not recommnend 0 18.6 21.6
Others 1.6 1 1
D-Nee 0.6 0 0
Lix 0.8 0.4 0.4
Softlan 0.8 0.4 0.4
Downy 35.6 28.2 26.8
Comfort 60.6 51.4 49.8
Q. Which brand did you use the most often in the past 3 months?[SA] (n=500)
Q. Which brand is the first choice when you buy in the next purchase? [SA] ] (n=500)
Q. When there are relatives/ friends ask you about Fabric Conditioner brand to use, which brand do you recommend for them? [SA] (n=500)
3. Fabric Conditioner Brand Repertoire
Unit: %
10
The market is not much competitive
 Comfort is leading brand in Fabric Conditioner market with 60.6% of brand users, followed by Downy (35.6%).
 Nearly 80% of consumers are loyal with their currently used brand, the rest of about 20% of consumers switch to
another brand to use.
 Beside that, around 80% of brand users will recommend their currently used brand, while 20% of those will introduce
another brand to their relatives / friends.

11. Q. Which brand do you currently use the most often?[SA] (n=500)
Q. Which brand is the first choice when you buy in the next purchase? [SA] (n=500)
Unit: %
11
84.8
79.2
15.2
20.8
Comfort
(n=249)
Downy
(n=134)
Loyal brand users Users that intend to switch brand
BRAND IN THE NEXT PURCHASE
Comfort Downy Others
BRAND
MOST
OFTEN
USE
Comfort 84.8 13.5 1.7
Downy 16.9 79.2 3.9
The market is stable with high loyalty of users toward two key players Comfort and Downy (84.8% vs.
79.2%, respectively).
Brand intending to buy in the next purchase
*Note: Based on those who will buy in the next purchase
4. Fabric Conditioner brand Loyalty / Switching

12. .3
2.2
9.9
11.2
71.3
61.2
18.5
25.3
Comfort (n=249)
Downy (n=134)
Definitely unsatisfied Unsatisfied Neutral Satisfied Definitely satisfied
5. Fabric Conditioner Brand Satisfaction
Nearly 90% of users are satisfied with their current brands Comfort and Downy.
Q. How is your satisfaction towards the brand that you used the most often in the past 3 months (n=500)
12
4.08
4.07
Mean

13. Ranks of
Popularity
Fabric Conditioner
brand
Popular Brand
Index
1 Comfort 65.0
2 Downy 31.8
3 Softlan 0.6
4 D-Nee 0.5
5 Lix 0.5
The PBI is obtained by Internet Sampling method, where using online panel with 500 respondents in W&S
Vietnam database (Vinaresearch). The results obtained for Fabric Conditioner Product with PBI concept
are:
Q. Regarding Fabric Conditioner brands, which brands do come to your mind?[FA] (n=500)
Q. Which Fabric Conditioner Brands are easily found on media including: Television, radio, ad words, newspaper, etc.,?[MA] (n=500)
Q. Which brand did you use the most often in the past 3 months?[SA] (n=500)
Q. Which brand is the first choice when you buy in the next purchase? [SA] (n=500)
6. Popular Brand Index Results (PBI)
13
 Comfort’s Popular brand Index ranks the first (65.0), followed by Downy with 31.8.

14. W&S Joint Stock Company 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 140,000 members panel with
various segmentations across Vietnam.
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HCMC
» Office phone: (848) 38 223 215 Fax: (848) 38 223 216
» Email: info@vinaresearch.jp
» Website: http://vinaresearch.jp/
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survey can be publicly used, but must be cited and sourced from W&S Joint Stock Company (also include its website address
http://vinaresearch.jp).