Market research top-line June 2011

Highlight:

HCMC HA NOI DA NANG

INSIGHTS OF TET* HOLIDAYS

*Tet known as Lunar New Year, is the most meaningful holidays to the Vietnamese.

A brief introduction

Viettrack is a monthly research news-letter developed by FTA Research &Consultant, the member of ESOMAR. It is conducted base on a monthly research. Itaims at delivering comment, evaluation and true feeling of research objects aboutpresent time’s economic situation as well as promotion campaigns or products toproducers and marketers. It is expected to help them understand to offer betterservice to unsatisfied demand of consumers.

Viettrack is done according to ISO 20252:2006, the international quality standard inmarket research and ESOMAR Code of Conduct.

Viettrack - June 2011:

Sample size: N=600; in which:

HCM = HN = DN = N=200

Gender: Female

SEC: ABCD

Age: 14 – 45 (teen & adult)

PERCEPTION OF TET HOLIDAYS

The meanings of Tet

TOTAL

%

N=600 N=200 N=200 N=200

84

84

70

60

53

21

2

Is the traditional holidays

Is an opportunity for allmembers in the family to…

Is a special holidays

Is the relax time for family

Is the long holidays

Is the ideal time for travelling

Is the same as everyday

80

82

58

49

44

17

2

85

87

82

51

47

21

1

89

84

69

80

69

25

2

• In general, Tet is the traditional holidays, is the opportunity for all members in the family to get together. There is no

significant difference between these areas.

• In Hanoi, consumers think that Tet is the special holidays in the year. It seems the weather is quite different between

seasons. Hence they can recognize Tet is the special time clearly.

HCMC HN DN

Perception about Tet has been changed comparingto several years ago.

4050

61

10

6050

39

91

Yes

No

TOTAL

%

N=600 N=200 N=200 N=200

DNHNHCMC

• Most of Da Nang consumers think that there are many differences on Tet Holidays between 2-3 years recently and 10

years ago. Because there is a part of influence of the appearance of Da Nang. It has been continuously developing in

recent years.

• The main differences that consumers recognize “traditional activities to prepare for Tet almost gone by variety

increasing variety and more convenient products, simpler custom on Tet. In addition, they also said :“Tet is no longer

warm/ happy atmosphere as before”.

TOTAL HCMC HN DNN=359 N=100 N=78 N=181

Traditional activities to prepare for Tet almost gone 32 15 22 45

Variety products 26 19 12 37

Tet is no longer warm/ happy atmosphere as before 24 24 26 23

More convenient products 18 20 12 19

More expensive price 9 5 3 14

Simplier custom 8 5 13 8

More sufficient material for life 8 12 - 10

No longer for fireworks 7 8 10 6

More travelling on Tet 4 10 5 1

Based on respondents who claim there are differences

ANY CHANGES

Advertising in Tet season

Consumers’ awareness of Tet TVC versions

TOTAL

%

N=600 N=200 N=200 N=200

99

83

57

54

44

32

18

100

81

48

74

31

35

21

99

85

60

26

47

22

6

97

82

65

63

53

39

29

• Most of consumers remember Coca-cola & Omo that are impressed on advertising & key message take-out for Tet .

• Next are Comfort, Pepsi & Knorr. Among those, consumers in Hanoi & Da Nang remember Comfort more than HCMC.

Pepsi is recalled from mainly HCMC consumers.

HCMC HN DN

TOTAL HCMC HN DN

N=600 N=200 N=200 N=200

Golden apricot 92 97 82 98

Square glutinous rice cake 90 88 90 94

Peach blossom 69 58 81 67

Water melon 69 85 40 82

Swallow 53 53 45 62

New Year's tree (cây nêu) 21 19 20 24

SPONTANEOUS

Symbols strongly related to Tet

• The traditional image "golden apricot / peach blossom, square glutinous rice cake" is considered the symbol of Tet. In

addition, there is quite different between North and South as the "watermelon”. This is the product of each region to

create features and symbols of 2 areas.

Activities on Tet holidays

Products shopping

TOTAL

%

N=600 N=200 N=200 N=200

HN DNHCMC

100

100

100

100

95

71

25

25

15

99

100

98

100

97

64

28

20

2

100

98

100

97

96

57

18

6

2

100

99

99

99

96

64

24

17

6

Beverages

Clothes

Confectionary/ Jam

Gift

Food

Entertainment products

Jewelry

Household electronic/appliances

Mobile phone

• Most of products are often purchased before the New Year that are served consumers’ needs on this occasion. These

are mainly: beverages, clothes, confectionary/ jam, gift and food.

• In addition, consumers also purchase entertainment products for family before Tet for their families to have a relax

moments on this special time – one of the long holidays in the year.

Occasion shopping

TOTAL HN DNHCMC

Based on those who bought beverages/ confectionary/ jam/ gift before Tet

1 2 2 2 2 83 9 92 1

11 7 3

15

1 1

21

29 29

2216

3120 24

28

22 26 27

59

51 51

5459

48

51 47

36

71 68 68

16 9 922 24

1020 24

13 7 5 4Less than 1 weekbefore Tet

1 - 2 weeks before Tet

3 - 4 weeks before Tet

5 - 6 weeks before Tet

More than 6 weeksbefore Tet

%

• Consumers in big cities have a plan to purchase beverages, confectionary/ jam and gift around 1-2 weeks before the

New Year. Because this is the occasion that consumers focus on shopping and doing some activities for welcoming Tet

holidays.

N = 598 594 593 200 200 200 198 195 200 200 199 193

• Most of consumers mainly buy beverages, confectionary/ jam & gift at supermarket.

• Consumers in Hanoi also buy these products at mid & big scale grocery while consumers in Da Nang also buy these

products at kiosk inside the wet market.

Location shopping

Dựa trên những đáp viên có mua thức uống/ bánh kẹo/ mứt/ quà biếu trước Tết

Beverages Confectionary Gift Beverages Confectionary Gift Beverages Confectionary Gift Beverages Confectionary Gift

N=598 N=594 N=593 N=200 N=200 N=200 N=198 N=195 N=200 N=200 N=199 N=193

Supermarket 76 75 75 93 91 89 58 66 66 78 68 72

Mid & Big scale grocery 51 49 40 19 16 14 77 73 56 58 58 50

Wet-market (inside) 33 37 17 32 34 18 7 15 2 61 62 33

Metro 19 17 15 13 9 8 14 17 16 29 24 22

Small scale grocery 14 13 5 7 6 6 17 16 4 18 17 6

Wet-market (outside) 12 14 5 16 21 11 4 6 1 16 14 5

Convenience store 8 5 4 3 2 0 15 12 9 6 1 2

TOTAL HCMC HN DN

Percentage distribution of expenditures for locationshopping

3 1 5 25 4

5 65 10 1 47 5 6 9

18 21

4

28

237 40

21

4053

3830

Supermarket

Mid - Big scale grocery

Metro

Small scale grocery

Wet market (inside)

Convenience store

Wet market (outside)

TOTAL HN DNHCMC

N=600 N=200 N=200 N=200

%

• In terms of shopping channels before Tet, there is a difference between areas: Consumers in HCMC mainly spend their money at supermarket, Metro. It seems this is one of the place that

have variety products, good quality, attractive promotion program and fixed price. While, consumers in Hanoi distribute their expenditures relatively equal for 2 channels: mid/ big scale grocery &

supermarket. Consumers in Da Nang spend their money across 3 main channels: supermarket, mid/ big scale grocery &

metro. This result helps manufacturers distribute their products on 3 main channels: supermarket, mid/ big scale

grocery & metro.

Products for gifting on Tet

TOTAL

%

N=600 N=200 N=200 N=200

90

74

67

58

48

31

Beverages

Hampers

Biscuit/ cookies

Candy

Jam

Food

98

80

57

50

51

41

93

93

70

67

53

28

80

50

74

58

41

25

• These products that consumers usually purchase as gifts on Tet are ranked as follows: beverages, hampers and

cookies/ biscuit. Consumers in Da Nang do not prefer the hampers as much as consumers in Hanoi & HCMC.

HCMC HN DN

TOTAL HCMC HN DNN=600 N=200 N=200 N=200

Beer 91 91 94 89CSD 86 97 74 87Tea 46 48 45 46

Wine 42 41 46 39Coffee 34 44 38 21

Whisky/ Cognac 21 13 34 16Coffee 3 in 1 19 15 39 4

RTD green tea 15 30 9 7Milk 10 11 1 18

Mineral water 6 8 0 9

Beverages for gifting on Tet

%

• Beer and CSD are 2 main beverages that consumers purchase as gifts on Tet because the frequency of using these

products on Tet is higher than usual.

• There are some differences between these areas:

HCMC: consumers buy RTD green tea as gifts more than consumers in HN & DN.

HN: consumers prefer whisky/ cognac than HCMC and DN

Important factors for considering the gifts on Tet

TOTAL

%26

19

11

15

8

7

4

5

4

1

80

70

67

63

61

51

47

42

37

20

20

20

14

Affordable price

Special pack for Tet

Premium pack

Famous brand

Value for money

Fresh & delicious products

Natural product

Wide availability

Attractive promotion

Good advertising

A lot of advertising

Recommended from sellers

Unique products

41

8

5

21

8

9

8

1

1

94

58

67

72

64

64

60

31

32

13

17

22

15

13

19

18

16

10

6

3

11

3

1

1

1

74

73

62

55

70

53

50

56

35

20

21

27

10

N=600 N=200

23

31

10

9

7

5

3

2

8

1

1

3

73

78

74

61

51

36

30

40

44

26

21

11

17

N=200 N=200

The most important

Important

• “Price” is one of the factor that consumers pay a lot of attention on Tet holidays because most of products are

increasing the price in this occasion. Thus, the important factors for choosing the gifts on Tet are ranked as follows:

affordable price, special pack for Tet, premium pack and famous brand.

• Consumers in Da Nang mainly focus on price and brand more than consumers in HCMC & HN.

HCMC HN DN

Whom receive the gifts on Tet

%

• Consumers mainly purchase the gifts for their families on Tet (parents, grandparents, relatives…), there is no

significant difference between these areas.

• Consumers in Hanoi purchase the gifts for their boss more than consumers in HCMC & DN.

TOTAL HCMC HN DNN=600 N=200 N=200 N=200

Parents 66 55 77 67

Grandparents 59 56 64 59

Relatives 51 77 43 33

Brother/ sister 40 56 39 25

Boss 24 17 35 19

Client/ partner 16 13 19 17

Colleagues 16 21 18 10

Lover 12 19 10 6

TOTAL TEEN OLDERN=600 N=180 N=420

Greetings to grandparents 85 89 84Visit my friends' house 76 86 72

Comeback the hometown 55 52 56At home 51 46 53

Watch TV/ film at home 48 50 47Go to the restaurants 41 44 40Go to the coffee shop 32 33 31

Visit my colleagues' house for greetings 31 0 52Go to the entertainment center: Dam Sen Park, Suoi Tien… 29 38 25

Go to the cinema 28 51 18Visit boss' house for greetings 26 0 41

Go to the department store 22 23 21Domestic travelling 17 17 18

Visit my clients/ partners' house for greetings 16 0 27Play game 10 18 6

Oversea travelling 3 2 4

Activities during Tet holidays• The main activities on Tet are greetings to grandparents, come to friends’ house and comeback the hometown.

• However, we can find some differences on activities on Tet between 2 targets: teen & adult.

• Teen: go to the cinema, go to the entertainment center, play game…

• Adult: mainly focus on visiting & greetings: colleagues, boss & client/ partner……

• Product communication activities at the cinema, entertainment center mainly focus on teenagers

• All products on Tet should enclosed the message for greetings as the gifts for visiting on Tet.

%

TOTAL HCMC HN DNN=600 N=200 N=200 N=200

Greetings to grandparents 85 77 84 95

Visit my friends' house 76 68 75 85

Comeback the hometown 55 36 55 74

At home 51 44 43 67

Watch TV/ film at home 48 34 49 61

Go to the restaurants 41 56 30 37

Go to the coffee shop 32 29 25 43

Visit my colleagues' house for greetings 31 26 38 30

Go to the entertainment center: Dam Sen Park, Suoi Tien… 29 47 16 23

Go to the cinema 28 26 27 31

Visit boss' house for greetings 26 17 38 23

Go to the department store 22 23 23 20

Domestic travelling 17 42 4 7

Visit my clients/ partners' house for greetings 16 17 17 16

Play game 10 7 9 14

Oversea travelling 3 6 2 2

Activities during Tet holidays• The main activities on Tet are greetings to grandparents, come to friends’ house and comeback the hometown.

HCMC: consumers often go to the restaurants, go to the entertainment center: Dam Sen Park, Suoi Tien…,

domestic travelling more than consumers in HN & DN because there are a lot of restaurants & entertainment

centers in HCMC. In addition, we can find that the consumers in HCMC spend more money than consumers in

HN & DN.

Hanoi: consumers visit the boss’ house for greetings more than consumers in HCMC & DN. Seems that this is a

custom of Hanoi people in Tet holidays.

%

Thank you