Khác biệt giữa hành vi tiêu dùng tại HN & HCM

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  • 1.Confidential & Proprietary Copyright 2009 The Nielsen Company HCM v HANOINhng khc bitV ca ngi tiu dng hai min June 2009Page 1 Confidential & Proprietary Copyright 2009 The Nielsen Company

2. Confidential & Proprietary Copyright 2009 The Nielsen CompanyPhn m u v gii thiu Aaron Cross Tng Gim cNielsen VietnamVaughan RyanGim c, B phn Dch v khch hng Nielsen VietnamMai Th Tuyt HoaPh Gim c, B phn Dch v khch hng Nielsen VietnamConfidential & ProprietaryCopyright 2009 The Nielsen Company 3. Confidential & Proprietary Copyright 2009 The Nielsen Company Nielsen lun cam k t mang n cho khch hng b c tranh t ng quan v th tr ng Vi t NamConfidential & ProprietaryCopyright 2009 The Nielsen Company 4. Confidential & Proprietary Copyright 2009 The Nielsen Company Nhng thnh ph vi s khc bit vng min cc nc khc trn th giiNew York v Los Angeles Bc Kinh v Thng HiMadrid v BarcelonaSydney v Melbourne HCM v H NiConfidential & ProprietaryCopyright 2009 The Nielsen Company 5. Confidential & Proprietary Copyright 2009 The Nielsen Company Tm t t n i dung Thic a ng i tiu dng (NTD) 2 th tr ng c th khi qut ha l NTD HCM r t c l p v thin v tnh c nhn trong khi NTD HN ch u nh h ng b i t p th NTD HCM s ng cho hi n t i trong khi NTD HN c n tr ng v lo xa cho tng lai Vai tr ca qung co HN rt quan trng. Cn HCM, nu ch n thun c chng trnh khuyn mi gim gi thi th khng hp dn NTD Th tr ng HN chu ng cc m t hng cao c p hn th tr ng HCM?ng. Nhng thnh cng, Khch hng c nu t ng k vo ccho t ng Marketing HN Tnh hnh kh ng ho ng kinh t c tcng gn thiv thi quen mua s m c a NTD? S tc ng th khc nhau nh ng th tr ng khc nhau vnh ng ngnh hng khc nhau NTD HCM nhn chung b nh h ng nhi u hn nhng h l i khngthay i nhi u trong thi quen tiu dng Confidential & Proprietary Copyright 2009 The Nielsen Company 6. Confidential & Proprietary Copyright 2009 The Nielsen Company N i dung trnh by Ph n mu Thi t k d n Qu trnh a ra quy tnh c a NTD HCM v HN di n ra nh th no? Tnh c nhn so v i Tnh t p th Li u chng ta c th tc ng vo thi quen mua s m ny khng? Nh ng nhn t tc ng n quy t nh mua s m v m cs n sng ti p nh n s n ph m m i c a NTD Th tr ng HN chu ng cc m t hng cao c p hn th tr ng HCM? Tnh hnh kh ng ho ng kinh t c tc ng nh th non thiv thi quen mua s m c a NTD? Tm t t cc k t qu chnh v nh ng g i Confidential & ProprietaryCopyright 2009 The Nielsen Company 7. Confidential & Proprietary Copyright 2009 The Nielsen Company Ph n m u HCM H Ni Dn s 6.3 triu ngi48% Nam Dn s 3.3 triu ngi52% N 50/ 50 Nam/ N tui 20-24 chim 13% tui 20-24 chim 20% dn sdn s 13% ngi c my lnh 43% ngi c my lnhhoc l si nh hoc l si nh 19% ngi s dng 26% ngi s dnginternet hng ngy internet hng ngy 51% ngi s hu TD 74% ngi s hu TDHCM chim 20% GDP ca HN chim 9% GDP ca VNVN Thu nhp bnh qun hngThu nhp bnh qun hng thng ca h gia nh l thng ca h gia nh l$344$368 Ngun: GDP Nin gim thng k ca Tng cc thng k VN; Thu nhp h gia nh, s hu dng lu bn Cc nghin cu ca Nielsen v OmnibusConfidential & ProprietaryCopyright 2009 The Nielsen Company 8. Confidential & Proprietary Copyright 2009 The Nielsen CompanyThi t k d n Nghin c unh tnh Nghin c u nh l ng 14 nhm th o lu n (HCM=HN=7) N = 600 HCM v HN (Gi a thng 4, 2009) HCM v HN (T 2 - 15 thng 5, 2009) Nhm kinh t h gia nh: ABC Nhm kinh t h gia nh: ABC Nam & N Nam & N Tu i t 16 n 40 Tu i t 20 n 45 40 ngnh hng FMCG & non FMCG Nghin c u Bn l Nielsen Omnibus S li u n thng 4, 2009N=300 (m i wave) HCM v HN HCM v HN 43 ngnh hng FMCGThng 1 n Thng 5, 2009 Nam & N Tu i t 15 n 55 Nghin c u M ct tin Nghin c u o l ng tnh tr ng kinh c a ng i tiu dng t c nhn Thng 3, 2009N=1,000 Global online study > 50 n cHCM v HN (Thng 8n Thng 9, 2008)Nam & N S li u kinh t t ng qutTu i t 18 n 50 Thng tin t T ng C c Th ng k VN ABC SECConfidential & ProprietaryCopyright 2009 The Nielsen Company 9. Confidential & Proprietary Copyright 2009 The Nielsen Company Qu trnh a ra quytnh ca NTD HCM v HN din ra nh th no?Tnh c nhn so vi Tnh tp thPage 9 Confidential & Proprietary Copyright 2009 The Nielsen Company 10. Confidential & Proprietary Copyright 2009 The Nielsen Company 5 m i quan tm chnh c a NTDHCMHN 1) Sc khe1) Gi thc phm tng2) Cc ha n thanh ton ngy cng tng$ 2) Vic lm n nh3) Cc ha n thanh ton$3) Vic lm n nhngy cng tng4) S cn bng gia 4) Gi xng du tng cng vic v cuc sng 5) Cc khon n5) Tng lai con ciNgun: Nielsen Vietnam Omnibus Thng 5, 2009Confidential & ProprietaryCopyright 2009 The Nielsen Company 11. Confidential & Proprietary Copyright 2009 The Nielsen Company Tnh c nhn so v i Tnh t p thNTD HCM NTD HN Quyt nh ca ti l chnh yu. kin ca mi ngi xung quanh kin ca mi ngi xungc nh hng n suy ngh v hnhquanh ch tham kho ng ca ti Khi ti mun mua Tivi LCDV d khi ti ang mun th bn thn t quytmua TV mi, nu ai ni nh l s mua casn phm ca hng ny t Samsung trc khi vo ca lm th ti s b nh mua hng ri, ti ch hi thm thng hiu ngay kin ca ngi khc thy yn tm hn thi Page 11 Confidential & Proprietary Copyright 2009 The Nielsen CompanyNgun: D n Nghin cu nh tnh S khc bit vng min 12. Confidential & Proprietary Copyright 2009 The Nielsen Company NTD HN v n cn l m t n s r t l n i v i cc nh ho ch nh chi n l c marketing H mu n c t t c nhng s n sngchi c c i u mnh mu n H mu n nh ng th t t nh t v ara s n m c gi m h s ch p nh n Khi mu n mua 1 mn hng, h h i r tnhi u ng i c th ch c ch n vquy t nh c a mnh H th ng h i ki n ng i khctr c khi mua hng i khi bn b dng in thoi qu xn m mnh H r t thch cc chng trnh khuy n dng in thoi qu t thmi v n m gi c r t t t coi cng khng c. Mi ngi s nh gi thp v Nhng r t c n tr ng trong cc quy t khng coi trng mnhnh mua s m v th ng c xu h ngtrung thnh v i nhn hi Copyright 2009 ch& Proprietary u h Confidential CompanyThe NielsennNgun: D n Nghin cu nh tnh & nh lng S khc bit vng min 13. Confidential & Proprietary Copyright 2009 The Nielsen Company NTD HCM v nh ng nhn t th hi n tnh c nhn Ti khng quan tm nhi u v nh ngg ng i khc ngh N u th y thch, h s mua S ng cho hi n t i m khng lo nghnhi u n tng lai L ng nghe ki n ng i khc nhng Mi ngi ch l in s c quy t nh ring c a mnhthoi ti ang dng trng xu nhng ti khng t b nh h ng b i marketingquan tm lm, khng phi M c trung thnh v i cc nhn ci g ngi khc thchhi u khng cao cng hp vi mnh...Confidential & ProprietaryCopyright 2009 The Nielsen CompanyNgun: D n Nghin cu nh tnh & nh lng S khc bit vng min 14. Confidential & Proprietary Copyright 2009 The Nielsen Company Phng php Phn khc th tr ng (Segmentation) cho php chng ta c ci nhn r ng hn ngoi nh ng thng tin v nhn kh u h c v a l PhnPhnPhnkhc 1khc 2khc 3PhnPhn khc 4khc 5 Da trn: Tt c p vinConfidential & ProprietaryCopyright 2009 The Nielsen CompanyNgun: D n Nghin cu nh lng S khc bit vng min Q11, Q12, Q14, Q25, Q26, Q33, Q41, Q42 15. Confidential & Proprietary Copyright 2009 The Nielsen Company Phng php Phn khc th tr ng (Segmentation) cho php chng ta c ci nhn r ng hn ngoi nh ng thng tin v nhn kh u h c v a lThnh ph hin ang sng75% Phnkhc 1 25%HCM HN NTD HN l mt phn khc RING BIT Da trn: Tt c p vin Confidential & Proprietary Copyright 2009 The Nielsen CompanyNgun: D n Nghin cu nh lng S khc bit vng min Q2, Q42 16. B nh hng bi khng hong Confidential & Proprietary Copyright 2009 The Nielsen Company Phn khc 2Khng thay i trong tiu dng Phnkhc 3 Thay i trong tiu dng Phn n n n nkhc 1nnnn NTD HN c v tr rt gn Trung tm = H c phi l ngi trung lp v tr li theo hng chung m ngi khc thng tr li?Phn khc 5Phn khc 4 NTD HCM gm nhiu phn khcng binhau hong Khng b nh h khc khng Da trn: Tt c p vin nh lngNgun: D n Nghin cu& ProprietaryConfidentialCopyright 2009 The Nielsen CompanyS khc bit vng min 17. Confidential & Proprietary Copyright 2009 The Nielsen Company M c nh h ng c a t p th HN l r t l nVai tr ca ngi xung quanh nh hng n quyt nh mua sm ca NTD nh th no? L i gi i thi u c a cc thnh vin trong gia nh 94%99% L i gi i thi u c a b n b 71%91% * L i gi i thi u c a ng nghi p/ i tc 52%83% * L i gi i thi u c a hng xm 42%94% * * S liu cao hn mt cch khc bit Da trn: Tt c p vin Confidential & Proprietary Q23b: Vui lng nh gi vai tr ca t ng ngun sauvi thangNielsen tCompany Copyright 2009 The im1 5.Ngun: D n Nghin cu nh lng S khc bit vng min 2 mc cao nht (Top 2 Boxes) 18. Confidential & Proprietary Copyright 2009 The Nielsen CompanyTi vs. Chng taC ph i ch n gi n l NTD HCM c xu h ng thin v tnh cnhn trong khi NTD HN th thin v tnh t p th ?NTD HCM NTD HN H ch quan tm n nhng g H lng nghe v lm theo theo li ngi khc ni nu l nhng khuyn ca ngi khc lin quan iu m h thch nghe n cc quyt nh mua sm. kin H thng tham kho kin caca ngi khc kh quan trng i ngi khc nhng cui cng s vi h mua ci m h ngh l tt nht H thng s mc sai lm khi tmnh quyt nh v lun hi kin ngi khc cm thy yn tm Mnh cng thng lng nghe kin ca ngi khc v chtNhng ngi s dng lng cc sn phm, v dqua ri th mnh rt tin v h nhng sn phm c gi tr caoc kinh nghim. Mnh c th nh: in thoi, thi trang, TV phm sai lm nu khng hiLCD, my git, my lnh kin ca ngi khc Page 18 Confidential & ProprietaryNgun: D n Nghin cu nh tnh S khc bit vng min Copyright 2009 The Nielsen Company 19. Confidential & Proprietary Copyright 2009 The Nielsen Company ginh c ni m tin c a NTD HN th khng ch ngi n l ginh c ni m tin c a m t ng i m lni m tin c a c t p thNTD HCMNTD HN H c s thch ring, nhng vn b nh hng bi ngi khc. H khng mun b xem l lc hu, cng H khng thy cn phi bt khng mun b ngi khc xem chc mt ai. thng. H khng mun b c lp nn h c xu hng n mc v chn nhng sn phm m ngi khc s chn Mnh phi c kin ringNu mnh khng ging ngica mnh v hp ti tin cakhc trong x hi, mnh s cmmnh nathy thua km ngi khc Page 19 Confidential & ProprietaryNgun: D n Nghin cu nh tnh S khc bit vng min Copyright 2009 The Nielsen Company 20. Confidential & Proprietary Copyright 2009 The Nielsen CompanyS khc bi t c a NTD HCM v HN mang l ic c h i l n thch th c cho cc nh ho ch