Your sub-title hereVietnamese consumer confidence and self-image Their view of satisfaction and images of Vietnamese

Survey information

• 504 Vietnamese male/ female among 18-39 years old in HCM and Hanoi

• Conducted on Dec, 2015

Executive Summary

• Vietnamese are optimistic about their future

• Vietnamese like their food and nature the most, while not satisfied with its infra and education

• More than 60% of Vietnamese think Vietnamese are diligent

• Those with higher income are more satisfied about the current life, as well as having more optimistic view on the future

• Japan is the country with highest popularity while China is the worst

Consumer Confidence

Life satisfaction (Current and Future)

0 1 2 3 4 5 6 7 8 9 10

Current in 12 month expectation

Future perspective is more optimistic

Q. How much are you satisfied with your current life / How do you think your life will be in 12 month

Current Average

5.7

Future Average

6.3

Life satisfaction (Current and Future) 2

Q. How much are you satisfied with your current life / How do you think your life will be in 12 month

Future perspective

Current satisfaction

Negative (0-4) 18% Average (5-7) 47% Positive (8-10) 35%

Current – DissatisfiedFuture – Dissatisfied

14%

Current – satisfiedFuture – positive

18%

Current – averageFuture – positive

16%

1%

Current – satisfied / Future – average4%

Current – averageFuture – average

33%

Current – dissatisfiedFuture – average

10%

Current – averageFuture – negative

4%

Life satisfaction (by profile comparison)

Those with higher income shows more positive attitude

Q. How much are you satisfied with your current life / How do you think your life will be in 12 month

HCM Hanoi 列 1 Male Female <5M Income

>5M Income

0

1

2

3

4

5

6

7

8

5.55.9 5.8 5.6 5.3

6.46.16.7 6.8

6.2 6

7

Current Life Fute Life

Female Male

28% 22%

49% 56%

23% 22%

Negative AveragePositive

Future perspective is more optimistic

Q. How much are you satisfied with your current life / How do you think your life will be in 12 month

Female Male

22% 13%

44%51%

35% 36%

Negative AveragePositive

Life satisfaction (by profile comparison)

HCM Hanoi

30%20%

49%55%

21% 25%

Negative AveragePositive

HCM Hanoi

22% 13%

47%47%

31% 39%

Negative AveragePositive

Current Future Current Future

Vietnamese Characteristics

What Vietnamese like about the country

Food

Nature

Tradition / H

istory

People's c

haractersi

tic / Family's b

ond

Art / C

ulture

Fashion

Politics

/ Polici

es / Secu

tiry

Tech

nology / Scie

nce

Educa

tion

Economy

Others

Infrastr

ucture

54%

45%

35%

25%

18%11% 10% 8%

3% 3% 2% 2%

53%

41% 44%

36%

19%

6%

14%

3% 4% 3% 3% 2%

HCM Hanoi

Food are the best. Hanoi has higher ratio for traditions

Q. What parts do you like about Vietnam (MA, up to 3)

What Vietnamese do not like about the country

Infrastr

ucture

Educati

on

Politics

/ Polici

es / Secu

tiry

Economy

Tech

nology / Scie

nce

People's c

haracte

rsitic /

Family's bond

Fashion

Art / C

ulture

Food

Nature

Tradition / H

istory

Others

43%39% 37%

29%

19%

11% 9% 8% 7% 6% 5%2%

45% 45%

39%

25%

15%18%

6% 4% 6% 5%9%

3%

HCM Hanoi

Infra and education are the two items of dissatisfactions

Q. What parts do you not like about Vietnam (MA, up to 3)

What Vietnamese are proud of

Others(Politics, Calm, Soccer, Ao Dai)

Agriculture

Independence

Resource

Patoriotism

Food

Nature

Place/ Landscape

Security/ Peace/ Stability

Culture

People's characteristics

Tradition

History

4

3

4

11

18

35

35

37

63

64

87

115

131

History, tradition and people are the best three

Q. Compared with other countries, what features can Vietnam be proud of (free comments)

Vietnamese image

Diligen

t

Intellig

ent

Creative Kind

Torre

lant

Show-off

CunningSe

lfish

Fashionab

lePolite

Trustw

orth

Untrustw

orthy

Logic

al

Efficie

nt

73%

63%59%

56% 55% 54% 52%

44% 43%40% 39%

34% 33%29%

66%

54% 56%

38%

51% 51% 50%46%

32% 34% 33%

20%

29%35%

HCM

Ha Noi

Diligent is the most usual imageKind and untrustworthy are more common in HCM

Q. How do you think about Vietnamese (MA, up to 3)

Good / bad aspects of VietnameseGood Bad

Diligent 53% Diligent 58%

Humorous 31% Smart 32%

Creative 31% Creative 22%

Smart 29% Torelant 22%

Torelant 25% Humorous 20%

HCM Hanoi

Q. What are the good aspects of Vietnamese / What are the bad aspects of Vietnamese (MA, up to 3)

Noisy 39%

Inefficient 30% Cunning 35%

Noisy 41%

Inefficient 33%

Cunning 25%

Untrustworthy 20%

Impolite 26%

Untrustworthy 19%

Impolite 31%

HCM Hanoi

Vietnamese think diligent is good, noisy is bad aspect of themHumorous are common, and Cunning are less common in HCM

Feeling on country

Feeling on Vietnam

18%

18%

21%

12%

13%

43%

48%

39%

32%

37%

22%

19%

27%

36%

32%

4%

4%

5%

11%

9%

13%

11%

9%

9%

9%

Strongly agree Agree AverageDisagree Strongly disagree

I like my country

I would like to contribute myself to development of this country

I’m proud of being Vietnamese

I’m anxious about the future of Vietnam

I think Vietnam’s future will be blight

More than 60% of Vietnamese like their country and have intention to contribute to development of their country

All Female Male HCM Hanoi <5M income

>5M income

0.177 0.178 0.176 0.17 0.183 0.183 0.168

0.432 0.4580.404 0.437 0.426 0.388

0.486

Strongly agree Agree

Female and People who have high salary like Vietnam more

Q. Do you like your country?

Vietnamese feeling - I Like my country

61%64%

58% 61% 61%57%

66%

Vietnamese feeling - Contribution to Vietnam

Female and people in Hanoi or have high salary intend to contribute to Vietnam

Q. Would you like to contribute yourself to your country

All Female Male HCM Hanoi <5M income

>5M income

0.177 0.174 0.18 0.154 0.199 0.183 0.168

0.482 0.514 0.449 0.4780.486

0.457 0.513

Strongly agree Agree

66%63% 63%

69%64%

68%68%

All Female Male HCM Hanoi <5M income

>5M income

0.209 0.198 0.22 0.1820.235 0.212 0.205

0.39 0.399 0.38 0.4090.371 0.374 0.409

Strongly agree Agree

60% 60% 60% 59%61%

59%61%

Vietnamese feeling - Proud of being Vietnamese

People who have high salary tend to be proud of being Vietnamese

Q. Are you proud of being Vietnamese

All Female Male HCM Hanoi <5M income

>5M income

0.118 0.107 0.131 0.13 0.108 0.126 0.109

0.323 0.3240.318 0.312 0.33

0.3450.291

Strongly agree Agree

44% 43% 45% 44%47%

44%40%

Vietnamese feeling - Anxious about country

People who have low salary are more anxious about country’s future

Q. Are you anxious about the future of Vietnam

All Female Male HCM Hanoi <5M income

>5M income

0.133 0.115 0.151 0.117 0.147 0.14 0.123

0.376 0.391 0.359 0.405 0.347 0.36 0.395

Strongly agree Agree

Vietnamese feeling - Future of Vietnam

More people in HCM think Vietnam have bright future

Q. Do you think Vietnam’s future will be bright

51% 51% 51% 52%49% 50% 52%

Foreign country images

China

Cambodia

Indonesia

Laos

Philippines

Thailand

America

Singapore

France

Korea

Japan

7%

7%

7%

8%

9%

14%

29%

32%

30%

29%

41%

10%

11%

15%

13%

16%

30%

38%

37%

39%

41%

39%

36%

68%

66%

66%

64%

48%

30%

27%

30%

26%

18%

25%

11%

9%

10%

8%

6%

2%

3%

3%

2%

23%

3%

2%

3%

2%

Like it very much Like it AverageDo not like it Do not like it at all

80% answer they like Japan. 48% answer they don’t like China

Q. How do you think about Vietnamese? (% of agree)

Q&Me is the market research that helps you understand Vietnam market broad and deep by offering both of

quantitative and qualitative survey online.

＋ =

Info@qandme.net

Quantitative Survey Qualitative Survey Better UnderstandingUnderstand the consumer trend and opinions through the numeric data

Feel the insight of your targetaudience through online focusgroup of chatting.

You receive both of generic and deep information easily with affordable pricing.