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ベトナム人のシャンプー利用について

This document summarizes the results of a survey of 420 Vietnamese women ages 18-39 in Hanoi and Ho Chi Minh City about their haircare habits and brand awareness. Some key findings: - Most respondents wash their hair 1-2 times per week, with 71% washing less than daily. Shampoo is the most commonly used haircare product. - Top shampoo brands used are Dove (26%), Clear (17%), and Pantene (16%). Dove is seen as high quality and premium, while Sunsilk is viewed as affordable and widely available. - TV and word-of-mouth from family strongly influence brand choices. Effects and functions are important purchase

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ベトナム人のシャンプー利用とブランド 認知調査 Q&Me is online market research provided by Asia Plus Inc.
調査背景 ベトナム人のヘアケアに関する生活様式及びブランド認知・イメージ に関しての調査  Gender: Female  Age: 18-39  Location: HCM / Hanoi  Number of respondents: 420
回答者のヘアースタイルについて 7% 6% 7% 12% 36% 32%
9% 24% 52% 5% 9% 1% 9% 16% 66% 4% 4% 1% 9% 20% 58% 4% 7% 1% Twice per day Once per day Once per 2 - 3 days Once per 4 - 5 days Once per week Less often HCM Hanoi All 洗髪頻度について 71% の洗髪機会が1日1回未満 Q. How often do you wash your hair? (SA)
20% 77% 47% 10% 21% 88% 71% 7% 21% 82% 58% 9% Bath tub Shower Sink Others HCM Hanoi All 浴室環境について 快適な浴室環境が提供されている家庭はまだ限定的 Q. What kind of bathroom environment do you have? (MA) Q. Does your bathroom have hot water? (SA) 50% 79% 64% 50% 21% 36% HCM Hanoi All Yes No Availability of hot water Bathroom facilities
Q. Please choose the types of products that you use usually.(Please choose all applicable) (MA) ヘアケアの利用について 75% 21% 35% 6% 1% 4% 0% 88% 20% 53% 9% 3% 7% 3% 81% 20% 44% 7% 2% 6% 1% Shampoo Rinse-in Shampoo Rinse or Conditioner Hair pack treatment (washable) Hair pack treatment (not for wash) Soap Others HCM Hanoi All リンスやコンディショナーなどの単独商品を利用する層は 全体の半分にとどまる。ハノイでの利用が高め。
Q. Where do you buy hair care products? (shampoo, rinse, treatment etc)(MA) 購入場所について Supermarket 73% Local Store / Street market 36% Local Market 19% Convenience Store 19% Cosmetic shops 16% Brand shops 13% Drug store 6% Friends 5% Online / Facebook 4%
購入決定要因について 67% 56% 55% 50% 28% 27% 12% 11% 11% 10% 53% 15% 11% 9% 6% 4% 0% 0% 2% 1% Important Most important 「機能・効果」を意識して 購入する層が多い Q. What is important (most important) when you choose shampoo (select all applicable) (MA) Effect = Prevent itching, hair loss, dandruff etc)
Q. Please share us all (the most) affected items to choose the brand in use (MA, SA) 購入影響要素について 45% 43% 36% 17% 16% 16% 15% 14% 13% 12% 9% 8% 29% 21% 22% 4% 5% 8% 3% 3% 1% 2% 2% 2% Influenced items Most influenced items テレビ及び口コミ（家庭・家族）が圧倒的な影響力を誇る
シャンプーに関するブランド認知
ブランド執着度 Q. Do you stick with same brand or flexible? (SA) Always same brand, 27% Same brand but sometime flexible, 66% Always flexible, 8% 74% がブランド選択については柔軟
Q. Please list up shampoo that you are in use currently (FA), N=543 Those who were misspelled are included as long as we could identify the brand 利用ブランドについて(自由回答に基づく) Doveの利用が最も高く、CLEARやPANTENEが続く 26% 17% 16% 12% 7% 5% 3% 3% 2% 2% 1% 1% Influenced items
Q. Please list up shampoo that you are in use currently (FA), N=543 Those who were misspelled are included as long as we could identify the brand ブランド連想(自由回答に基づく) Clear及びDoveの回答が最も多い。続くのがSUNSILKや PANTENE CLEAR DOVE SUNSIL K PANTEN E Head & Shoulder Rejoice THÁI DƯƠNG ENCHA NTEUR TRESem me Double Rich L'Oreal X-Men Lifebuoy All 22% 21% 16% 13% 5% 5% 2% 2% 2% 1% 1% 1% 1% Hanoi 22% 22% 18% 14% 3% 4% 3% 2% 1% 1% 1% 1% 0% HCM 22% 19% 15% 13% 7% 6% 1% 1% 2% 1% 1% 1% 1% 18-24 19% 22% 18% 12% 3% 4% 4% 1% 3% 0% 1% 1% 1% 25-29 23% 20% 15% 15% 5% 5% 2% 2% 2% 0% 0% 2% 2% 30-39 24% 20% 13% 13% 6% 5% 1% 2% 1% 0% 1% 1% 0% All Hanoi HCM 18-24 25-29 30-39
Q. When you hear, “shampoo brand for elderly (youth), which products come up on your mind? (youth =N=888, eldery N=820) Those who were misspelled are included as long as we could identify the brand 若者・年配イメージのあるブランド (自由回答に基づく) Doveが若者イメージが強い一方で、Thai Duongの年配向け のイメージが強い 20% 19% 13% 11% 10% 7% 4% 4% 3% 2% 1% 19% 25% 16% 13% 0% 6% 6% 0% 1% 1% 1% 3% 1% 1% Brand for elderly Brand for youth
ブランドイメージ (自由回答に基づく) DOVE SUNS ILK CLEA R PANT ENE Head & Shoul der Rejoic e My Hao TRES emme X-Men Doubl e Rich THÁI DƯƠ NG Lifebu oy bồ kết L'ORE AL Roma no encha nteure ur Brand for elderly 19% 20% 13% 11% 4% 7% 3% 1% 10% 2% 4% Brand for youth 25% 19% 16% 13% 6% 6% 1% 1% 3% 0% 1% 0% 1% 1% Brand in use 26% 17% 17% 16% 7% 5% 3% 3% 2% 2% 1% 1% Top of the mind 21% 16% 22% 14% 5% 5% 2% 2% 1% 1% 2% 1% 1% 2% Brand for elderly Brand for youth Brand in use Top of the mind
Q. Please choose the brand that is applicable to each image (SA) N=375, those who chooses shampoo themselves ブランドイメージ (５ブランドによる選択式回答に基づく) Brand for me Good for my hair Advertised a lot A good quality Easy to find Premium Affordable Endorsed by celebrity Pantene 22% 24% 18% 24% 18% 20% 14% 24% Head&Shoul 15% 15% 15% 18% 14% 16% 12% 19% Sunsilk 18% 18% 28% 14% 30% 7% 37% 20% Dove 26% 27% 27% 32% 22% 32% 15% 22% Rejoice 5% 5% 6% 6% 12% 5% 17% 3% Pantene Head&Shoul Sunsilk Dove Rejoice Doveは高品質、プレミアムのイメージ。Sunsilkは廉価で広 く販売されている
回答者プロフィール Full-time employme nt, 58% Part-time employme nt, 8% Self-owned business, 7% Freelancer, 4% Full‐time homemake r, 3% University student, 18% Others, 3% Occupation HCM, 53% Hanoi, 47% Residence Single, 49% Married, 50% Others, 1% Married Status 18-19, 7% 20-24, 24% 25-29, 25% 30-34, 35% 35-39, 9% Age
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