Only 19% of respondents are loyal customers while 76% say they might try new fridge brands Find more at: www.di-onlinesurvey.com

1. STUDY ABOUT VACUUM CLEANER MARKET
IN THAILAND
BY DI-MARKETING (www.di-onlinesurvey.com)
Feb, 2017

2. 1
SCOPE OF WORK
 This survey was conducted to study about vacuum cleaner market in
Thailand
 Methodology: Online survey
 Fieldwork time: 5 days (02/01/2017 to 06/01/2017)
 Sample size: N = 360
 Geography: Nationwide

3. 2
KEY FINDINGS
• Panasonic, Samsung and Hitachi are the top brand awareness
• TVC, showroom and website ads are top awareness channels
• Top 3 brand shares: Hitachi, Panasonic and Electrolux
• User-friendly design, famous brand and high power are the top brand choice reasons
• Vacuum cleaner type: majority are using canisters
• Traditional channel purchases are much preferred over ecommerce
• On average, Thai spend $95 for each vacuum cleaner purchase, the most popular
segments are $60~$90 and $90~$121
• Majority are satisfied with their brand.
• However, only 19% of respondents are loyal customers while 76% say they might try new
vacuum cleaner brands
• Noisy operation is (obviously) the most unhappy point, followed by power saving and bulky
size
• 59% will recommend their vacuum cleaner to their friends, while 39% neutral and 3% will
not

4. 3
KEY FINDINGS VIETNAM THAILAND
Most well-known brands Panasonic, Samsung, LG Panasonic, Samsung, Hitachi
Market leader Panasonic (21%) Hitachi (20%) and Panasonic
(20%)
Key brand awareness
channels
TVC (65%), Word of Mouth
(50%)
TVC (76%), points of sales (46%)
Key purchase channels Electronic center (63%) Electronic center (61%)
Top brand choice
criteria
Durable, quality, electricity saving
function
User-friendly design, famous
brand and high power
Average spending /
purchase
$133 $95
VIETNAM VS. THAILAND

5. 4
N = 360
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
39%
61%
Male
Female
23%
18%
28%
32%
Over 35
31 - 35
26 - 30
18 - 25
46%
54%
Others
Bangkok
9%
2%
5%
6%
8%
13%
14%
43%
Others
Factory Worker
Job seeker/Retired
Engineer/Doctor/Teacher
Housewife
Self-employed
Student
Officer

6. 5
PANASONIC, SAMSUNG AND HITACHI ARE THE TOP BRAND AWARENESS
Do you know any vacuum cleaner brands listed below? (By age)
4%
14%
21%
27%
28%
39%
43%
44%
60%
67%
69%
69%
Others
Bosch
Sanyo
Tefal
Imarflex
Philips
Electrolux
Sharp
LG
Hitachi
Samsung
Panasonic
Total
3%
11%
23%
34%
24%
50%
36%
54%
63%
80%
78%
79%
18 - 25
3%
13%
17%
21%
20%
27%
39%
34%
55%
59%
69%
67%
26 - 30
9%
14%
19%
22%
28%
39%
50%
41%
64%
64%
59%
64%
31 - 35
2%
19%
23%
30%
43%
40%
51%
43%
59%
62%
64%
63%
Over 35
N = 360 N = 115 N = 100 N = 64 N = 81

7. 6
TVC, SHOWROOM AND WEBSITE ADS ARE THE TOP AWARENESS CHANNELS
How do you know these vacuum cleaner brands? (By age)
4%
6%
17%
19%
26%
29%
32%
33%
39%
45%
46%
76%
Others
Through email/sms marketing
Radio ads
Through sales person
Newspaper, magazines
See others use these vacuum
cleaner brands
Friends/relatives' suggestion
In/ Out of home ads
Facebook ads
Website, forum ads
Through stores/ showroom
TV ads
Total
5%
5%
21%
19%
26%
35%
33%
36%
47%
50%
44%
78%
18 - 25
3%
5%
16%
13%
18%
29%
33%
31%
43%
41%
35%
75%
26 - 30
6%
6%
20%
27%
27%
27%
23%
34%
36%
41%
56%
75%
31 - 35
2%
9%
9%
20%
33%
23%
35%
30%
25%
44%
56%
75%
Over 35
N = 360 N = 115 N = 100 N = 64 N = 81

8. 7
BRAND AWARENESS AND BRAND SHARE
Do you know any vacuum cleaner brands listed below?
Which vaccum cleaner brand do you use the most?
N = 360
69% 69%
67%
60%
44% 43%
39%
28% 27%
21%
14%
4%
20%
13%
20%
12%
3%
17%
5% 4%
1% 1% 1%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Awareness
Usage

9. 8
TOP 3 BRAND SHARES: HITACHI, PANASONIC AND ELECTROLUX
Which vaccum cleaner brand do you use the most? (By age)
3%
1%
1%
1%
3%
4%
5%
12%
13%
17%
20%
20%
Others
Sanyo
Bosch
Tefal
Sharp
Imarflex
Philips
LG
Samsung
Electrolux
Panasonic
Hitachi
Total
4%
1%
1%
1%
1%
3%
10%
6%
12%
10%
25%
26%
18 - 25
2%
1%
1%
1%
2%
1%
3%
21%
15%
14%
21%
18%
26 - 30
3%
0%
2%
3%
5%
8%
3%
9%
8%
20%
19%
20%
31 - 35
4%
0%
0%
1%
4%
9%
1%
10%
17%
27%
12%
15%
Over 35
N = 360 N = 115 N = 100 N = 64 N = 81

10. 9
BRAND AWARENESS AND BRAND SHARE
N = 360
Usage
High
AwarenessHighLow
Low
Electrolux
Do you know any vacuum cleaner brands listed below?
Which vaccum cleaner brand do you use the most?

11. 10
USER-FRIENDLY DESIGN, FAMOUS BRAND AND HIGH POWER ARE THE TOP
BRAND CHOICE REASONS
Why do you choose this brand of vacuum cleaner?
5%
12%
14%
15%
15%
16%
17%
19%
22%
23%
24%
29%
31%
34%
36%
44%
46%
50%
59%
Others
Recommended by sellers
Recommended by friends, relatives
Good warranty program and customer care
Many smart features
Anti-bacteria and deodorant capability
Quiet and smooth operation
Can be used for small, hard-to-reach spaces
Nice & attractive design
Easy to adjust output power
Small, saving space
Good vacuum quality
Competitive price
Easy to be cleaned
Power/electricity saving ability
High durability
High max output power
Famous brand
Convenient and easy-to-use design
Total
N = 360

12. 11
BRAND CHOICE RATIONALES BY TOP 3 BRANDS
Why do you choose this brand of vacuum cleaner? (By brand)
Others
Recommended by sellers
Recommended by friends, relatives
Good warranty program and customer care
Many smart features
Anti-bacteria and deodorant capability
Quiet and smooth operation
Can be used for small, hard-to-reach spaces
Nice & attractive design
Easy to adjust output power
Small, saving space
Good vacuum quality
Competitive price
Easy to be cleaned
Power/electricity saving ability
High durability
High max output power
Famous brand
Convenient and easy-to-use design
Total Hitachi Panasonic Electrolux
N = 360 N = 73 N = 72 N = 61
PLEASE CONTACT US FOR DETAILS

13. 12
BRAND CHOICE RATIONALES BY TOP 5 BRANDS
Others
Recommended by sellers
Recommended by friends, relatives
Good warranty program and customer care
Many smart features
Anti-bacteria and deodorant capability
Quiet and smooth operation
Can be used for small, hard-to-reach spaces
Nice & attractive design
Easy to adjust output power
Small, saving space
Good vacuum quality
Competitive price
Easy to be cleaned
Power/electricity saving ability
High durability
High max output power
Famous brand
Convenient and easy-to-use design
Total Samsung LG
N = 360 N = 48 N = 42
Why do you choose this brand of vacuum cleaner? (By brand)
PLEASE CONTACT US FOR DETAILS

14. 13
VACUUM CLEANER TYPE: MAJORITY ARE USING CANISTERS
What type of your vacuum cleaner? (By age)
1%
6%
11%
4%
2%
6%
11%
10%
14%
9%
7%
27%
30%
24%
31% 23%
56%
49%
57% 58%
63%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18 - 25 26 - 30 31 - 35 Over 35
Canister vacuum
Upright vacuum
Handheld vacuum
Robotic vacuum
Others
N = 360 N = 115 N = 100 N = 64 N = 81

15. 14
THE MOST POPULAR FRIDGE SIZES IS 1 ~ 1.5LITRE
What is the capacity of your vacuum cleaner's dust bag/dust box? (By age)
1% 1% 1%2% 2% 1% 2%
2%
4% 5%
3% 5% 2%
22% 17%
21%
27% 26%
30%
26%
39% 22%
30%
33%
37%
33%
34%
26%
9% 12%
3%
11% 12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18 - 25 26 - 30 31 - 35 Over 35
Under 1 L
1 - 1.2 L
1.21 - 1.5 L
1.51 - 2 L
2.01 - 2.5 L
2.51 - 3 L
Over 3 L
N = 360 N = 115 N = 100 N = 64 N = 81

16. 15
TRADITIONAL CHANNEL PURCHASES ARE MUCH PREFERRED OVER
E-COMMERCE
Where did you buy your vacuum cleaner? (By age)
4%
8%
19%
34%
61%
Others
Buy online on E-Commerce sites
Official store/Showroom
Super market
Electric center
Total
4%
6%
19%
30%
70%
18 - 25
4%
9%
24%
38%
64%
26 - 30
6%
3%
14%
33%
58%
31 - 35
4%
11%
15%
37%
48%
Over 35
N = 360 N = 115 N = 100 N = 64 N = 81

17. 16
ON AVERAGE, THAI SPEND $95 FOR EACH VACUUM CLEANER PURCHASE,
THE MOST POPULAR SEGMENTS ARE $60~$90 AND $90~$121
How much did you pay for your vacuum cleaner recently? (By age)
Weighted
Average
Expenditure
$100 $88$91$95 $101
12% 10% 12%
3%
22%
12%
10%
12%
11%
15%
33%
31%
37%
39%
25%
31%
36%
33%
28%
22%
13% 14%
6%
19% 16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18 - 25 26 - 30 31 - 35 Over 35
Under $60
$60,1 - $90
$90,1 - $121
$121,1 - $151
Over $151
N = 360 N = 115 N = 100 N = 64 N = 81

18. 17
MAJORITY ARE SATISFIED WITH THEIR BRAND.
NOT MUCH DIFFERENCE AMONG THE TOP 5 BRANDS
Are you satisfied with your current brand of vacuum cleaner? (By brand)
Weighted
Average
Score(*)
4.16 4.154.18
* 5 = Totally satisfied, 4 = Satisfied, 3 = Normal, 2 = Unsatisfied, 1 = Totally unsatisfied
4.09 4.024.04
Brand share
ranking
3 41 52
1% 2% 1% 2%2%
13%
11%
11%
13% 8%
12%
61%
60%
49%
60%
74% 64%
26% 29%
36%
27%
17%
21%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Hitachi Electrolux Samsung Panasonic LG
Totally satisfied
Satisfied
Normal
Unsatisfied
Totally unsatisfied
N = 360 N = 73 N = 61 N = 48 N = 72 N = 42

19. 18
ONLY 19% OF RESPONDENTS ARE LOYAL CUSTOMERS WHILE 76% SAY THEY
MIGHT TRY NEW VACUUM CLEANER BRANDS
What is your usage intention toward this vacuum cleaner brand in the future? (By brand)
Weighted
Average
Score(*)
* 3 = It is the only brand I would use, 2 = I will use this brand in parallel with others, 1 = l will switch to other brand
N = 360 N = 42 N = 48 N = 73 N = 72 N = 61
2.23 2.212.242.14 2.052.14
5% 2% 4% 3%
11%
76%
76% 73% 71%
81%
72%
19%
24% 25% 25%
17% 16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total LG Samsung Hitachi Panasonic Electrolux
It is the only brand I
would use
I will use this brand
in parallel with
others
I will switch to other
brand

20. 19
BRAND LOYALTY VS. BRAND SATISFACTION
Are you satisfied with your current brand of vacuum cleaner?
What is your usage intention toward this vacuum cleaner brand in the future?
N = 360
Brand Loyalty
High
SatisfactionHighLow
Low
Hitachi

21. 20
59% WILL RECOMMEND THEIR VACUUM CLEANER TO THEIR FRIENDS, WHILE
39% NEUTRAL AND 3% WILL NOT
What is your ability to recommend your current vacuum cleaner brand to your friends/relatives?
(By brand)
N = 360 N = 61 N = 73 N = 48 N = 72 N = 42
3% 2% 3% 1% 2%
39% 39%
30%
40%
44%
29%
40%
33%
41%
35%
39%
55%
19%
26% 26% 25%
15% 14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Electrolux Hitachi Samsung Panasonic LG
I will
recommend
definitely
I will
recommend
I may
recommend
I will not
recommend
59%

22. 21
NOISY OPERATION IS (OBVIOUSLY) THE MOST UNHAPPY POINT, FOLLOWED
BY POWER SAVING AND BULKY SIZE
Is there anything make you feel unhappy about this brand?
24%
4%
6%
8%
9%
10%
10%
11%
11%
11%
12%
13%
13%
16%
18%
38%
Nothing makes me dissatisfied
Lack of features
Unsatisfactory warranty program and customer care
Unattractive design
Too much money on replacing dust bag
Hard to be cleaned
Price too high for quality
Cannot adjust vacuum power
Inconvenient, hard-to-use design
Low durability, easy to break down
No anti-bacteria, deodorant feature
Cannot vacuum small, hard-to-reach spaces
Unclean vacuum
Big, bulky size
No power/electricity saving ability
Noisy operation
Total
N = 360

23. 22
PANASONIC IS CONSIDERED AS RELATIVELY MORE PRICY OVER QUALITY
Is there anything make you feel unhappy about this brand? (By brand)
24%
4%
6%
8%
9%
10%
10%
11%
11%
11%
12%
13%
13%
16%
18%
38%
Nothing makes me dissatisfied
Lack of features
Unsatisfactory warranty program and customer care
Unattractive design
Too much money on replacing dust bag
Hard to be cleaned
Price too high for quality
Cannot adjust vacuum power
Inconvenient, hard-to-use design
Low durability, easy to break down
No anti-bacteria, deodorant feature
Cannot vacuum small, hard-to-reach spaces
Unclean vacuum
Big, bulky size
No power/electricity saving ability
Noisy operation
Total Hitachi Panasonic Electrolux
N = 360 N = 73 N = 72 N = 61
PLEASE CONTACT US FOR DETAILS

24. 23
THE MOST CONCERN FUNCTION OF THE VACUUM CLEANER
Which technical factors do you concern the most when buying vacuum cleaner? (By age)
5%
23%
24%
40%
43%
53%
53%
54%
56%
Others
Additonal features/functions
Materials used to make the
vacuum cleaner
Size of dust bag/dust box
Electricity usage
Antibacteria, antimicrobial
Output power
Noise level
Weight
Total 18 - 25 26 - 30 31 - 35 Over 35
N = 360 N = 115 N = 100 N = 64 N = 81
PLEASE CONTACT US FOR DETAILS

25. 24
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 (Manager - DI Marketing)
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

26. 25
CONTACT US
• Indonesia:
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: hendry.p@di-mktg.com
o Contact number: +65 822 1345 2555 | +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

27. 26