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Survey about Vietnam fast food brand image and popularity

The document presents the findings of a survey conducted by Asia Plus Inc. on consumer behavior towards fast food chains in Ho Chi Minh City, focusing on demographics and brand perceptions among respondents aged 16-39. It highlights the dominance of KFC and Lotteria in brand recognition and frequency of visits, while also noting consumer preferences, satisfaction levels, and reasons for choosing or avoiding particular chains. Additionally, the survey compares menu pricing and offerings, indicating that McDonald's pricing is generally higher than its competitors.

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Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc. Brand diagnosis: Vietnam fast food stores
Overview Fast chain foods are on the increase but not everyone has made the success. This survey was conducted in order to find out the consumer behavior of those who use fast chain foods to understand what makes a popular food chains. The survey was conducted to 600 male and female 16 – 39 years old live in HCM.
Major fast food chains in Ho Chi Minh We made comparison as to the following fast food chains mainly in terms of consumer behaviors and brand images # of shops are as of Aug, 2017 • KFC • Launch in 1997 • 58 shops in HCM • LOTTERIA • Launch in 1998 • 84 shops in HCM • McDonald • Launch in 2014 • 15 shops in HCM • Jollibee • Launch in 1996 • 16 shops in HCM
Usage and brand image comparison
Fast food using frequency 57% use fast food regularly (once / month and more). The ratio is higher among 16-24 years old Total Male Female 16-24 25-29 30-39 I do not / rarely go to fast food store 16% 19% 12% 13% 21% 13% Less than once / 2 month 24% 21% 26% 20% 23% 28% Once / 2 months 4% 2% 5% 3% 3% 6% Once / month 6% 6% 7% 5% 5% 9% 2-3 times / month 18% 16% 20% 14% 19% 22% Once / week 18% 19% 17% 22% 18% 14% Several times a week or more 15% 17% 13% 24% 12% 10% By demographic 15% 18% 18% 6% 4% 24% 16% Total Several times a week or more Once / week 2-3 times / month Once / month Once / 2 months Less than once / 2 month I do not / rarely go to fast food store Q. How often do you go to / order from the fast food store?
Usage and recognition of the chains 83% 79% 35% 37% 7% 9% 11% 15% 6% 7% 34% 20% 4% 6% 20% 28% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% KFC LOTTERIA McDonald Jollibee Use the store Have used the store before Know the store but never been there Do not recognize KFC and LOTTERIA have been used nearly 90% of the respondents. McDonald is recognized by 80% of the respondent although those who have been there is less than half. Q. Do you know …? (N=508)
Stores in use KFC Lotteria Jolibee Mc Donalds Texas Chicken Popeyes Burger King Subway Burger Chicken Others Total 81% 70% 35% 34% 24% 20% 20% 4% 4% 3% Male 78% 64% 27% 34% 19% 17% 18% 2% 3% 2% Female 83% 76% 42% 34% 28% 23% 22% 6% 5% 3% 16-24 80% 72% 43% 34% 31% 29% 24% 5% 4% 2% 25-29 82% 73% 29% 32% 21% 14% 16% 4% 4% 1% 30-39 80% 66% 32% 37% 19% 18% 19% 3% 3% 5% KFC & LOTTERIA are led with 81% & 70%, followed by Jolibee (35%) & McDonald(34%). LOTTERIA is chosen more by female. Q. Which chain fast food stores do you go to / order from? (N=508)
Usage frequency (for those who use the respective store only) 7% 9% 7% 6% 16% 10% 7% 7% 23% 20% 13% 14% 13% 16% 13% 14% 10% 9% 12% 13% 31% 37% 47% 46% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% KFC LOTTERIA McDonald Jollibee Several times a week or more Once / week 2-3 times / month Once / month Once / 2 months Less than once / 2 month KFC are visited most frequently, followed by LOTTERIA Q. How often do you go to …? (KFC=424, LOTTERIA=399, McDonald=178, Jollibee=189)
People to visit the shop with Friends / colleagues Partners Brothers/sisters Children Alone Parents Others KFC 59% 36% 33% 21% 19% 15% 2% LOTTERIA 59% 37% 32% 21% 18% 13% 2% McDonald 56% 34% 29% 21% 17% 11% 2% Jollibee 51% 33% 26% 18% 16% 14% 2% More than 50% go with friends/colleagues, follow by partners and brothers/sisters. Q. Who do you usually eat with? (KFC=424, LOTTERIA=399, McDonald=178, Jollibee=189)
Stores to visit (if the location were the equal) KFC Lotteria Mc Donalds Jolibee Texas Chicken Popeyes Burger King Subway Burger Chicken Others Total 41% 22% 10% 6% 5% 5% 1% 1% 1% 2% Male 44% 21% 11% 3% 4% 4% 1% 1% 0% 2% Female 39% 23% 9% 8% 6% 6% 1% 1% 1% 2% 16-24 34% 25% 8% 6% 6% 6% 2% 2% 1% 2% 25-29 50% 20% 8% 4% 5% 4% 1% 0% 1% 1% 30-39 41% 21% 13% 6% 5% 5% 1% 1% 1% 2% KFC is led with 41%, followed by LOTTERIA (22%) & McDonald (10%). McDonald is chosen more at the elders. Q. If the following stores are at the same location, which one would you choose the best? (N=508)
Reasons to choose the chosen brand Q. Why is that? (OA) • KFC has the dominant power in Brand • LOTTERIA and Jollibee are popular partly due to its pricing • There remains some people who would like to ”give a try” McDonald, as it has been in the market for a few years only 1. Brand (51%) 2. Taste (33%) 1. Brand (31%) 2. Taste (19%) 3. Price (13%) N=210 N=111 N=49 1. Taste (35%) 2. Willing to give a try (18%) 3. Brand (10%) 1. Taste (32%) 2. Brand (18%) 3. Price (14%) N=28
Stores to avoid most (only if there are ones) Mc Donalds Jolibee Texas Chicken Subway Burger King Popeyes Lotteria KFC Burger Chicken Others Total 11% 8% 7% 6% 6% 5% 5% 4% 3% 3% Male 12% 8% 8% 5% 6% 5% 6% 5% 2% 2% Female 11% 8% 6% 7% 6% 5% 4% 2% 3% 3% 16-24 12% 10% 8% 6% 6% 5% 5% 3% 2% 1% 25-29 10% 9% 7% 8% 8% 7% 4% 5% 3% 2% 30-39 11% 6% 6% 5% 5% 4% 5% 3% 3% 5% McDonaldis led with 11%, followed by Jollibee (8%) & Texas Chicken (7%). The ratio of McDonaldis higher at youngsters. Q. If the following stores are at the same location, which one would you avoid? (N=508)
Reasons to avoid the chosen brand Q. Why is that? (OA) • Common reasons are the dissatisfaction in taste and service • McDonald are avoided due to the expensive image • N is not many but high ratio of dissatisfaction in atmosphere for LOTTERIA 1. Bad taste (24%) 2. Bad service (12%) 1. Bad service (13%) 2. Atmosphere (13%) 3. Not hygiene (8%) N=18 N=24 N=57 1. Expensive (58%) 2. Bad taste (14%) 3. Brand image (9%) 1. Bad taste (34%) 2. Brand image (32%) N=41 2. Brand image (12%)
Store to visit most & avoid most • KFC has the highest stores in use, although its number of stores are less than LOTTERIA. • Both of KFC and LOTTERIA has the lowest ratio of ”store to avoid” • McDonald has the highest “stores to avoid” score Q. If the following stores are at the same location, which one would you choose/avoid the best? (N=205) 81% 70% 34% 35% 46% 27% 6% 6%3% 3% 16% 8% KFC (58) Lotteria (84) McDonald (15) Jolibee (16) Stores in use Stores to choose (if same location) Stores to avoid
Customer Satisfaction
Satisfaction (NPS Score) 48% 38% 37% 30% 20% 24% 19% 23% 32% 37% 44% 47% KFC LOTTERIA McDonald Jollibee Promoters Neutral Detractors About 1/2 KFC user willing to introduce KFC to others, while just 1/3 at LOTTERIA, McDonald& Jollibee. Q. How much do you recommend … to your friends / relatives? (KFC=424, LOTTERIA=399, McDonald=178, Jollibee=189). Promoters = those who score 9-10, Neutral=those who score 7-8, Detractors=tose wo score 6 and lower
Promoters - Reasons Q. Why is that? (OA) The major satisfaction comes from the good taste, followed by the service. KFC has the highest satisfaction rate from taste 1. Good taste (58%) 2. Good service (24%) 1. Good taste (44%) 2. Good service(16%) 3. Price (14%) Promoters=48% Promoters=38% Promoters=37% 1. Good taste (46%) 2. Good service (24%) 3. Brand (9%) 1. Good taste (52%) 2. Price (17%) 3. Good service (13%) Promoters=30% 3. Price (16%)
Detractors - Reasons Q. Why is that? (OA) Location is the major reason for the detractors. McDonald has the far higeher ratio of “pricing compared with others 1. Bad location (26%) 2. Bad for health (23%) 1. Bad location (34%) 2. Bad taste (22%) 3. Price (18%) 1. Bad location (45%) 2. Price (42%) 3. Lack of promo (10%) 1. Bad location (44%) 2. Bad taste (22%) 3. Price (10%)2. Price (21%) 4. Lack of promotion (18%) 4. Lack of variety (11%) 4. Bad taste (6%) 4. Lack of variety (9%) Detractors=32% Detractors=37% Detractors=44% Detractors=47%
Ref: Is McDonald really pricy?
Menu comparison (1) KFC LOTTERIA McDonald Jolibee Combo 49.000 58.000 69.000 50.000 Chicken 34.000-69.000 25.000-84.000 45.000-65.000 30.000-62.000 Burger 39.000-49.000 25.000-50.000 45.000-75.000 25.000-45.000 Soft meal 32.000-55.000 15.000-40.000 15.000-29.000 12.000-35.000 Rice 39.000 40.000-48.000 20.000-35.000 Italian noodle 30.000-85.000 Dessert 4.000-45.000 5.000-25.000 10.000-35.000 5.000-15.000 Drinking 10.000-20.000 10.000-25.000 20.000-25.000 8.000-27.000 VND McDonald pricing is higher than competitors. LOTTE has the lower entry products while KFC has the attractive combo
Original recipe: 34.000 Hot wings: 14.000 French fries (M): 12.000 Pepsi (M): 10.000 Burger: 29.000 French fries (M): 26.000 Pepsi (M): 14.000 Burger: 45.000 French fries (S): 15.000 Coca cola (M): 20.000 Chicken joy: 30.000 French fries (L): 25.000 Pepsi (S): 10.000 Menu comparison (2): Combo pricing Total 70,000 Combo 49,000 (30% off) Total 69,000 Combo 58,000 (16% off) Total 80,000 Combo 69,000 (14% off) Total 65,000 Combo 50,000 (25% off) The discount ratio of McDonald is one of the lowest and half of KFC. KFC has the strong combo offer with high discount rate
Popular menu Combo Chicken Drinking water Burger Soft meal Dessert Rice Children meal Italian noodle Others KFC 76% 53% 38% 32% 27% 26% 25% 4% Lotteria 56% 58% 40% 35% 24% 48% 25% 3% MC Donalds 39% 48% 38% 49% 40% 42% 18% 2% Jollibee 44% 51% 30% 22% 27% 38% 19% 39% 2% Combos are the ones that are ordered in the other chains but McDonald is more for the single product as the combo pricing is not that attractive. Q. What do you usually order there? (KFC=424, LOTTERIA=399, McDonald=178, Jollibee=189)
AUDIENCE PROFILE
Respondent profile (N=600) 16-24, 33% 25-29, 33% 30-39, 33% AgeGender Male, 50%Female, 50% 6% 15% 62% 9% 9% High school students University students Full-time workers Part-time workers Others Occupation Household income 13% 29% 22% 17% 20% Under 4,000,000 VND 4,000,000 - 9,000,000 VND 9,000,001 - 14,000,000 VND 14,000,001 - 20,000,000 VND Above 20,000,000 VND
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