A September 2015 study conducted by Di-Marketing assessed the community spirit of Vietnamese residents through an online survey with 1,404 participants. Key findings indicate that 84% of respondents noticed improvements in their living conditions over the past two years, though dissatisfaction remains due to issues like noise and insecurity. The survey also highlighted a willingness among residents to help neighbors and strangers in need, as well as a significant level of community engagement in charitable activities.

1. September 2015
STUDY ABOUT VIETNAMESE COMMUNITY
SPIRIT
BY DI-MARKETING (www.di-onlinesurvey.com)

2. 1
SCOPE OF WORK
 The survey was conducted to study about community spirit of
Vietnamese
 Methodology: Online survey
 Fieldwork time: 3 days (20/8/2015 to 23/8/2015)
 Sample size: N = 1404
 Geography: Nationwide

3. 2
KEY FINDINGS
• 84% people see the changes in their living places in the past least 2 years
• Houses/Buildings and road upgrading are the most noticeable changes but
are also the main dissatisfaction in about living places
• 1/3 often communicate or interact with their neighbors
• 5/10 people will seek for helps from neighbors while 4/10 people are
willing to help their neighbors when they are in trouble
• 88% willing to help strangers when they get accidence on street
• 26% usually join in social charity activities
• 18% will help catch criminal on street without others’ support

4. 3
What is your age group?
N= 1404
DEMOGRAPHIC INFORMATION
What is your gender?
What is your current living place? What is your current occupation?
4%
45%
26%
24%
Under 18
18-25
26-30
Over 30
31%
69%
Male
Female
34%
21%
45%
Others
Hanoi
Ho Chi Minh
4%
4%
5%
5%
7%
9%
29%
36%
Công nhân
Job seeker/Retired
Housewife
Others
Self-employed
Engineer/Doctor/Teacher
Student
Officer

5. 4
50%
13%
23%
10%
3%
More than 10 years
More than 5 -10 years
More than 2-5 years
1-2 years
Less than a year
How long have you lived in your current living place?
N= 1404
5/10 HAVE LIVED IN THEIR LIVING PLACE FOR MORE THAN 10 YEARS

6. 5
12% 13% 15%
10%
51%
53% 52%
49%
34% 31% 31%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Ho Chi Minh Hanoi Others
Have big change
Have change
Neutral
Have degradation
Have big
degradation
If you have lived in your living place more than 2 years, what is the level of changing?
N= 1221
1/3 EVALUATED THAT THEIR CURRENT LIVING AREA HAS CHANGED
SIGNIFICANTLY THE PAST 2 YEARS

7. 6
7%
25%
29%
30%
42%
42%
51%
53%
60%
63%
Others
Cleaner and freasher
environment
Plant more trees
More secured
More restaurants, café
There are more public facilities
like markets, schools,…
More people move in
More supermarkets/
convenience stores
Roads are uograded and
improved
New houses/buildings are built
Total
With the positive changes in your living place, what are they?
N= 1038
HOUSES AND ROAD ARE THE MOST NOTICABLE CHANGES
7%
20%
24%
24%
39%
38%
52%
54%
57%
61%
Ho Chi Minh
6%
23%
26%
25%
36%
37%
46%
55%
53%
58%
Hanoi
9%
32%
38%
41%
50%
51%
52%
50%
68%
69%
Others

8. 7
1% 2% 1% 0%
8%
10%
6% 6%
35%
37%
39%
30%
41%
40% 42%
42%
15%
11% 11%
22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Ho Chi Minh Hanoi Others
Totally satisfied
Satisfied
Neutral
Not satisfied
Totally not satisfied
Are you satisfied with your current living place?
N= 1038
56% FEEL SATISFIED WITH THEIR LIVING PLACES

9. 8
If you are not satisfied with your current living place, please choose the reasons why
N= 103
GABBAGE, NOISE AND INSECURITY ARE THE MAIN REASONS
PEOPL NOT SATIFY WITH THEIR LVING PLACES
12%
17%
20%
23%
23%
23%
33%
39%
48%
Not many restaurants, cafe
near by
Others
Old and rundown homes
Many pets (dogs, cats)
defecate on the roadside
Transportation difficulty due
to roads degradation
Infrastructure facilities are
incomplete (lack of
supermarkets, schools,…
Not secured
Noisy neighbors (turn the
music loud, often quarreled,
many vehicles etc)
Many uncontrolled waste
that fouls landscapes
Total
11%
18%
23%
28%
25%
20%
39%
45%
48%
Ho Chi Minh
8%
15%
19%
18%
20%
24%
27%
34%
50%
Hanoi
15%
17%
14%
18%
22%
30%
28%
32%
46%
Others

10. 9
Do you/ your family usually communicate or interact with your nearby neighbors?
N= 1404
4% 5% 2% 2%
18%
27%
12% 10%
47%
50%
50%
43%
31%
18%
35%
45%
Grand Total Ho Chi Minh Hanoi Others
Very often
Sometimes
Rarely
Never
31% OFTEN COMMUNICATE OR INTERACT WITH THEIR NEIGHBORS
Saigonese have lowest interaction with their neighbors

11. 10
If your worthy properties got robbed, who are the first one do you think about?
N= 1404
MOST VIETNAMESE TRUST IN THEIR NEIGHBORS
4% 4%
7%
3%
10% 11%
9%
9%
14% 15%
9% 16%
72% 71%
75%
72%
Grand Total Ho Chi Minh Hanoi Others
Criminals from other areas
Others
Neighbors
Families

12. 11
When you have a problem, or need help (theft, fire, etc.), who will you ask for help?
N= 1404
ABOUT 52% WILL TURN TO THEIR NEIGHBORS WHEN NEED HELP
4% 5% 5% 4%
5% 7% 5%
3%
8%
9%
9%
6%
31%
32%
40%
24%
52%
47%
42%
64%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Ho Chi Minh Hanoi Others
Neighbors
Families/Relatives
Friends
Solve by myself
Others
People living in Ho Chi Minh and Hanoi tend to ask for help from their neighbors less

13. 12
16% 18% 20%
10%
42%
46% 43%
36%
41%
35% 36%
52%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Ho Chi Minh Hanoi Others
Will help definitely
Will help
Maybe or maybe not
Will not help
Will not help definitely
Are you willing to help/ offer to help when seeing the neighbors need help ( fire, theft, etc.)?
N= 1404
4/10 WILLING TO HELP THEIR NEIGHBORS WHEN THEY NEED HELP
People living in Ho Chi Minh and Hanoi are less willing to help their neighbor than others

14. 13
6% 7%
3%
7%
15%
18%
16% 12%
53%
54%
59%
47%
26%
21% 22%
34%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Ho Chi Minh Hanoi Others
Yes, very often
Yes, sometimes
Yes, but rarely
Never
Have you ever raise/ ask for contribution for charities ?
N= 1404
26% OFTEN RAISE CHARITIES TO HELP OTHERS

15. 14
If you rarely or not participate the charities, please choose the reasons why:
N= 294
ECONOMIC CONDITION AND LACK OF TRUST IN ORGANIZATION
PREVENT PEOPLE FROM DOING CHARITIES
1%
14%
17%
19%
33%
Simply because not enjoy
doing charity
Not trust information on
the charity cases (use
stories, tell lies to others
favor)
Do not have time
No trust in the organization
(money, wealth
contributed to poor
people, ..)
Economic conditions have
not allowed
Total
0%
11%
13%
9%
41%
Under 18
2%
15%
18%
21%
33%
18-25
1%
16%
17%
21%
37%
26-30
1%
12%
16%
16%
27%
Over 30

16. 15
5%
7%
4% 2%
34%
41%
28% 30%
38%
35%
48%
37%
22%
16%
20%
31%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Ho Chi Minh Hanoi Others
Difinitely contribute
Contribute
Depends
Only contribute when
it's compusory
Difinitely not contribute
When there is charities held in your living area, will you participate/contribute?
N= 1404
60% ARE WILLING TO CONTRIBUTE FOR CHARITIES
IN THEIR LIVING AREA
People live in other places are willing to contribute for charity in their living place more than
Hanoian and Saigonese

17. 16
13% 15%
9%
12%
44%
48%
47%
36%
44%
37%
44%
52%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Ho Chi Minh Hanoi Others
Will help the victims even if
noone help together
I would help if there is
someone else that help
victims
Look and go always
When you are on the road, if you see people have accidents, what will you do?
N= 1404
88% WILL HELP OTHER PEOPLE WHEN SEE THEM HAVING
ACCIDENTS ON THE STREET

18. 17
22%
29%
22% 20% 22%
9%
2%
11%
8%
8%
32%
23%
36%
31%
27%
19%
20%
20%
22%
14%
18%
27%
12%
19%
28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Under 18 18-25 26-30 Over 30
Will shout to let the victim and
other people know and will help
catch criminals even if others
not join
Will shout to let the victim and
other people know and will help
catch criminals if others join
together
Will shout to let the victim and
others know but not join to
catch criminals
Being quiet and ignore
Only tell others to know so they
may shout
If you see people on the street are robbed , what would you do?
N= 1404
ONLY 18% ARE WILL TO HELP OTHER VICTIM TO CATCH CRIMINAL
WITHOUT OTHERS’ SUPPORT
Nearly 3/10 people under 18 and over 30 are willing to help no matter others join to help

19. 18
If you see someone is beaten by others , what would you do?
N= 1404
60% RATHER NOTICE THE POLICE AND GOVERNMENT TO SOLVE
VIOLENT CASES
11% 12% 11%
8%
60%
64%
49%
61%
11%
8%
15%
14%
5% 4%
9%
3%
4% 4% 7% 3%
9% 8% 8%
11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Ho Chi Minh Hanoi Others
I'll be watching and doing
nothing
Join to beat that one not
caring who is right
Will join to beat if the victim
is criminal
Will discourage the others
not to hit the victim
Notice the police or
gorvernment to solve
Others
Nearly 10% just watch and doing nothing

20. 19
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.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992

21. 20
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

22. 21