The survey was conducted among more than 350 people aged 18-39 in Ho Chi Minh City to study their shopping behaviors at convenience stores. Family Mart and Circle K were the top brands associated with convenience stores. The survey found that beverages and instant foods were the most commonly purchased items at convenience stores, and Family Mart was recognized, visited, and used most compared to other convenience store brands.

1. Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
SHOPPING BEHAVIORS AT CONVENIENCE STORES
IN HO CHI MINH CITY

2. Objective
With the growing purchasing power of the
consumers and modern shopping demand,
Vietnam retail market has seen an increase
in the number of convenience stores.
This survey was conducted to more than
350 people from 18-39 years old, living in
Ho Chi Minh to study their behaviors of
shopping at convenience stores.

3. Convenience store in Vietnam (2017 Feb)
Name of the company
Establis
hed
HCM
stores
Hanoi
stores
Other
stores
Total
stores
Family Mart 1981 117 7 9 133
Vinmart + 2014 400 400 150 950
Mini Stop 1980 71 0 0 71
Circle K 1951 153 54 4 211
Shop & Go 2005 31 15 0 46
B's Mart 2013 150 0 0 150
Total 922 476 163 1561
922
476
163
HCM Hanoi Other
Family Mart Vinmart + Mini Stop Circle K
Shop & Go B's Mart Total

4. Convenience store in Ho Chi Minh (by district)
Store name Center Suburb 1 Suburb 2 Total
FamilyMart 67 38 12 117
Vinmart+ 102 179 94 375
Ministop 30 43 7 80
Circle K 93 66 20 179
Shop&Go 34 39 14 87
B’s Mart 42 72 47 161
SatraFoods 22 41 41 104
FoodcoMart 17 9 11 37
TOTAL 407 487 246 1180
The availability of mini super and family mart concentrate more on the central areas
§ Center: District 1, 2, 3, 4, 5, 10
§ Suburb 1: District Binh Thanh, Tan Binh, Go Vap, Tan Phu, Phu Nhuan, 7
§ Suburb 2: District 6, 8, 9, 11, 12, Binh Tan, Thu Duc, Binh Chanh

5. Convenience store shopping behaviors

6. Top-of-mind image of convenience store
112
104
72 69
65
45
14 13 12 10 9 9
20
Circle K and Family Mart are top 2 names associated with ‘convenience store’.
Q. When you hear "convenience store", what name comes up?

7. Shopping frequency at convenience store
Convenience stores are used for the younger generation more often. Those who live in
urban area use slightly often than the suburb area.
8%
9%
6%
9%
10%
11%
8%
10%
19%
19%
20%
17%
34%
34%
32%
37%
23%
20%
27%
22%
6%
6%
7%
5%
All
Center
Suburb 1
Suburb 2
By Area
Everyday 5-6 times per week 3-4 times per week
1-2 times per week Less often Don't go at all
Q. How often do you go to convenience store?
8%
10%
5%
7%
10%
11%
7%
11%
19%
19%
24%
5%
34%
29%
38%
42%
23%
22%
22%
28%
6%
7%
5%
7%
All
16 - 24
25 - 32
33 - 39
By age
Everyday 5-6 times per week 3-4 times per week
1-2 times per week Less often Don't go at all

8. Convenience store recognition and usage
78%
63% 62%
55% 53%
49%
30%
6%
65%
40%
53%
42%
39% 36%
9%
5%
26%
16%
20%
10% 10%
6%
1%
12%
Family Mart Vinmart + Circle K B's mart Ministop Shop & Go 7eleven Others
Recognize Visited Uset the most
Family Mart is better than the above in terms of recognition, visits and used the most
Q. What convenience stores have you heard of?

9. Convenience store usage (with number of stores)
65%
40%
53%
42%
39%
36%
9%
26%
16%
20%
10% 10%
6%
1%
117
375
179
161
80 87
4 0
50
100
150
200
250
300
350
400
0%
10%
20%
30%
40%
50%
60%
70%
Family Mart Vinmart + Circle K B's mart Ministop Shop & Go 7eleven
Visited Uset the most # of stores
Although number of stores are fewer compared with CircleK or Vinmart +, Family Mart is
visited more than others
Q. What convenience stores have you heard of?

10. Convenience store: store exposure vs market share (district)
Family
Mart
Circle
K
Vinmar
t+
B's
mart
Ministo
p
Shop
& Go
Others
All 26% 20% 16% 10% 10% 6% 4%
Center 26% 22% 18% 7% 10% 8% 3%
Suburb 1 21% 23% 19% 11% 11% 7% 2%
Suburb 2 31% 14% 10% 10% 8% 2% 9%
Convenience store in use (most)
Q. What convenience stores do you use the most?
Store name Center Suburb 1 Suburb 2 Total
FamilyMart 67 38 12 117
Vinmart+ 102 179 94 375
Ministop 30 43 7 80
Circle K 93 66 20 179
Shop&Go 34 39 14 87
B’s Mart 42 72 47 161
SatraFoods 22 41 41 104
FoodcoMart 17 9 11 37
TOTAL 407 487 246 1180
§ Center: District 1, 2, 3, 4, 5, 10
§ Suburb 1: District Binh Thanh, Tan Binh, Go Vap, Tan Phu, Phu
Nhuan, 7
§ Suburb 2: District 6, 8, 9, 11, 12, Binh Tan, Thu Duc, Binh Chanh

11. Products to use at convenience stores
Beverages
Instant food
(sausage,
pho,
vermicelli)
Snack
Confectione
ry
Personal
care
toiletries Food Fruit Wine, beer Vegetables
Frozen
meat
Tobacco
Over-the-
counter
drugs
All 74% 54% 49% 47% 40% 36% 36% 21% 15% 13% 10% 4% 2%
16 - 24 81% 55% 55% 50% 33% 30% 39% 18% 11% 9% 6% 3% 2%
25 - 32 72% 54% 47% 44% 49% 45% 34% 24% 20% 17% 14% 5% 2%
33 - 39 57% 52% 38% 45% 39% 34% 30% 25% 16% 16% 11% 4% 2%
Male 76% 51% 45% 41% 37% 28% 36% 23% 23% 13% 9% 6% 2%
Female 72% 56% 52% 53% 43% 44% 35% 20% 8% 14% 10% 1% 2%
Beverages and instant foods are the items that are bought at convenience stores the
most. Female buys snack and confectionaries more at the channel
Q. What kind of items do you buy at convenience stores?

12. Convenience store with “good food” image
Family Mart Circle K Ministop B's mart Vinmart+ 7eleven Shop & Go None
All 37% 28% 17% 14% 13% 9% 9% 8%
16 - 24 39% 30% 22% 14% 9% 9% 7% 4%
25 - 32 37% 27% 13% 10% 17% 7% 7% 11%
33 - 39 32% 23% 13% 21% 18% 11% 16% 11%
Male 37% 26% 18% 15% 18% 8% 9% 6%
Female 38% 29% 17% 13% 10% 9% 8% 9%
Family Mart and Circle K are well associated with image of “good food offering”. Those
who are in 30’s tend to choose B’s mart, Vinmart+ and Shop&Go
Q. When you hear "convenience store with good food offering", what name comes up?

13. Convenience store - Canteen experience
76%
84%
72%
59%
24%
16%
28%
41%
All 16 - 24 25 - 32 33 - 39
Yes No
76% have experienced eating at cateen of convenience store with a higher ratio of the
16-24 age group.
Q. Have you used canteen at convenience stores?

14. Food eaten at convenience store canteen
Cup
noodle
Pastry Sausage
fried
noodles
sasiu bao fried rice
Sour
hotpot
Beef
noodle
soup
Baguette Vermicelli Others I don't eat
All 66% 43% 38% 31% 31% 24% 20% 14% 14% 14% 9% 2%
16 - 24 74% 42% 41% 30% 34% 16% 22% 15% 11% 13% 7% 1%
25 - 32 56% 42% 36% 35% 24% 34% 20% 13% 16% 15% 10% 3%
33 - 39 64% 52% 27% 27% 33% 30% 12% 15% 18% 12% 15% 0%
Cup noodle, pastry and fastfood are top favorite foods eaten at the canteen.
Q. What food have you eaten at canteens of convenience stores?

15. Traditional store vs CVS: Product to buy
Beverag
e
Instant
food
(sausag
e, pho,
vermicel
li)
Dairy
product
s
Snack Pastry
Confecti
onary
Persona
l care
Toiletrie
s
Others Fruit
Vegetab
les
Fresh
meat
Seafood
Tobacc
o
Over-
the-
counter
drug
Convenience store 85% 79% 75% 74% 74% 72% 60% 59% 38% 33% 30% 25% 22% 15% 12%
Traditional store 43% 37% 45% 41% 46% 45% 56% 50% 55% 68% 72% 73% 74% 33% 35%
None 3% 6% 5% 6% 6% 6% 6% 11% 28% 10% 9% 11% 12% 56% 55%
85%
79%
75% 74% 74% 72%
60% 59%
38%
33%
30%
25%
22%
15%
12%
43%
37%
45%
41%
46% 45%
56%
50%
55%
68%
72% 73% 74%
33% 35%
3% 6% 5% 6% 6% 6% 6%
11%
28%
10% 9% 11% 12%
56% 55%
Customers tend to buy beverage, instant noodles, snacks or dairy products at CVS while
choose traditional stores for fresh produce and fresh fruit, vegetables.
Q. Please choose which one you use to buy the following items?

16. Traditional store vs CVS: Store images
Credibility Good service Convenience
Product
quality
Unique
product
Product
availability
Better
location
Product
variety
Good price
Convenience store 89% 89% 87% 87% 80% 79% 72% 64% 41%
Traditional store 16% 12% 26% 21% 24% 42% 48% 56% 64%
None 4% 6% 3% 4% 9% 4% 2% 4% 5%
89% 89% 87% 87%
80% 79%
72%
64%
41%
16%
12%
26%
21%
24%
42%
48%
56%
64%
4% 6%
3% 4%
9%
4% 2% 4% 5%
Traditional stores are associated with good image of good price but users are in favor of
convenience stores for high quality of products and services with the convenience of shopping.
Q. Please choose what images are applicable?

17. Audience profile

18. Demographics (N=365)
Male
, 47%Femal
e, 53%
Gender
5%
3%
3%
3%
3%
4%
4%
7%
7%
4%
3%
5%
9%
8%
7%
8%
5%
3%
2%
1%
3%
2%
1%
0%
District 1
District 2
District 3
District 4
District 5
District 6
District 7
District 8
District 9
District 10
District 11
District 12
District Thu Duc
District Go Vap
District Binh Thanh
District Tan Binh
District Tan Phu
District Phu Nhuan
District Binh Tan
District Cu Chi
District Hoc Mon
District Binh Chanh
District Nha Be
District Can Gio
Living district
16 - 24
, 48%
25 - 32
, 36%
33 - 39
, 16%
Age
15%
3%
5%
2%
5%
4%
5%
3%
4%
5%
1%
5%
8%
8%
8%
8%
3%
3%
1%
%
2%
1%
1%
0%
District 1
District 2
District 3
District 4
District 5
District 6
District 7
District 8
District 9
District 10
District 11
District 12
District Thu Duc
District Go Vap
District Binh Thanh
District Tan Binh
District Tan Phu
District Phu Nhuan
District Binh Tan
District Cu Chi
District Hoc Mon
District Binh Chanh
District Nha Be
District Can Gio
Working district

19. Demographics (N=365)
12%
13%
15%
17%
18%
7%
5%
5%
2%
3%
1%
1%
Lower than 5,000,000 VND
7,500,001 VND - 10,000,000 VND
15,000,001 VND - 20,000,000 VND
25,000,001 VND - 30,000,000 VND
40,000,001 VND - 50,000,000 VND
70,000,001 VND - 100,000,000 VND
Household income
1%
1%
2%
3%
6%
7%
13%
13%
54%
Unemployed
Homemaker
Student (Other)
Other
Student (High School)
Self-Employed
Part-time Employment
Student (University/College)
Full-time Employment
Employment status
67%
24%
7%2%
Married status
Single Married with kids Married without kids Others

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22. Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 200,000 members as of May, 2017
0%
1%
18%
31%
22%
14%
7%
3% 3%
1%
Age
19%
18%
6%
4%3%3%
47%
HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City
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23. Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 200,000 members as of May, 2017
Married Status Household income Smartphone ownership
Single,
72%
Married
, 25%
Others,
3%
26%
24%
14%
15%
9%
5%
3%
4%
< 5M VND
5 - 7.5M VND
7.5 - 10M VND
10 - 15M VND
15 - 20M VND
20M-30M
30-40M
<40M
27%
25%
18%
8%
8%
6%
15%
18%
Apple
Samsung
Nokia
LG
Asus
Sony
Others
Do not own
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