ベトナム人のシャンプー利用について
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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について
- 1. 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.
- 2. 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
- 3. 回答者のヘアースタイルについて 7% 6% 7% 12% 36% 32%
- 4. 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)
- 5. 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
- 6. 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。
- 7. 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%
- 8. 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)
- 9. 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
- 10. シャンプーに関するブランド認知
- 11. 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
- 12. 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
- 13. 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
- 14. 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
- 15. 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
- 16. 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
- 17. 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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- 20. 17% 8% 8% 8% 8% 8% 7% 7% 7% 22% 0% 1% 18% 31% 22% 14% 7% 3% 3% 1% <9 10-14 15-19 20-24 25-29 30-34 35-3940-44 45-49 50- Stats Q&Me Active users by age Urban user ratio (top 6 provinces) 22% 51% 78% 49% Stats Q&Me Top 6 provinces Others Who we are (1) – Q&Me panelist Due to the utilization of online, our service is best suited for the survey targeting 10’s – 30’s in urban areas
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