The survey about how Vietnamese use the shampoo and their perception about the consumer brands. The survey has been collected over 400 respondents female living in HCM and Hanoi

1. Survey about shampoo usage and brand
image in Vietnam
Q&Me is online market research provided by Asia Plus Inc.

2. Research Background
This survey clarifies the lifestyle related with washing hair among
Vietnam female, as well as their brand perception
 Gender: Female
 Age: 18-39
 Location: HCM / Hanoi
 Number of respondents: 420

3. Respondents’ hairstyle
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
Frequency of hair wash
71% washes their hairs less
than once per day
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
Bathroom facilities
Still the comfortable bathroom environment is not provided
fully yet
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)
Usage of hair care
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
Usage of the independent rinse or conditioner is less than
half, although the usage in Hanoi is higher

7. Q. Where do you buy hair care products? (shampoo, rinse, treatment etc)(MA)
Purchase locations
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. Purchase factors
67%
56% 55%
50%
28% 27%
12% 11% 11% 10%
53%
15%
11%
9%
6%
4%
0% 0% 2% 1%
Important Most important
Consumers buy products
considering about effects most
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)
Influence factor
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
TVC and word-of-mouth (friends, family) are the dominant
factors

10. Brand recognition and usage

11. Brand Stickness
Q. Do you stick with same brand or flexible? (SA)
Always same
brand, 27%
Same brand but
sometime
flexible, 66%
Always
flexible,
8%
74% are flexible to change the brand

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
Brand in Use (by free comment)
Dove are used by most, followed by CLEAR and PANTENE
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
Top of the mind (BD) (by free comment)
Clear & Dove are most associated shampoo brand.
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
Brand for youth and elderly (by free comment)
Dove is most associated with youth image, while Thai duong
is for elderly
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. Brand voice of customer comparison (by free comment)
21
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
Brand Image (by choice from given 5 brands)
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 for the high-quality and premium image. Sunsilk
affordable and easy-to-find.

17. Respondent profile
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

18. Q&Me – Smartphone market research

19. Who we are (1) – What is Q&Me
Q&Me is the online market research services in Vietnam. Due to our
online utilization and direct panels, we offer the researches in days with
1/3 of the traditional research company cost.
Affordable Quick High quality
Takes 24 - 48 hours for
most surveys, proving
real-time analysis
Superb real-time
analysis for flexible and
accurate data collection
1/3 of the competitor
pricing

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

21. Contact Us
URL: http://www.qandme.net
Contact: info@qandme.net
Q&Me is operated by Asia Plus Inc.
Asia Plus Inc.
Floor 1 25/7A Nguyen Binh Khiem str., Ben Nghe ward, District 1, HCMC,
Vietnam
Tel. +84 839 100 043
Q&Me is online market research provided by Asia Plus Inc.