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Market research top-line October 2011
Highlight:
HCMC HA NOI DA NANG
CUSTOMERS BEHAVIOR INSIGHTS ON ONLINE SHOPPING & GROUPON
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. It aims at delivering comment, evaluation and true feeling of research objects about present time’s economic situation as well as promotion campaigns or products to producers and marketers. It is expected to help them understand to offer better service to unsatisfied demand of consumers.
Viettrack is done according to ISO 20252:2006, the international quality standard in market research and ESOMAR Code of Conduct.
Viettrack – October 2011:
Sample size: N=300; in which:
HCMC = HN = DN = N=100
Gender: Male, female
SEC: ABCD
Age: 16 – 35
Frequency of using internet at least 3 times per week & ever purchased products/
services by online
BEHAVIOR ON ONLINE SHOPPING
Purpose of using Internet • Beside using internet for online shopping, consumers usually use internet for searching information, updating
information & chatting, surfing on social networks (Facebook, Zing me…). There is no significant difference across
these areas.
32
45
84
85
98
84
100 Online shopping
Searching information
Reading/ Updating news
Chatting
Surfing on social networks
Surfing on forums 37
62
77
79
87
94
100
69
72
87
95
87
98
100
46
60
83
86
91
92
100
N= 300 N= 100 N= 100 N= 100
TOTAL HCMC HN DN
Base on all respondents
Source of information
• The source of information of awareness and purchasing on online shopping that mainly affect on their trust.
Hence, the sources mainly come from “recommendation from relatives/ friends/ colleague”, “links from social
networks”.
3
5
15
22
37
42
59
21
25
65
59
70
76
90
3
5
15
22
37
42
59
21
25
65
59
70
76
90
3
5
15
22
37
42
59
21
25
65
59
70
76
90
3
5
15
22
37
42
59
21
25
65
59
70
76
90
TOTAL HCMC HN DN
N= 300 N= 100 N= 100 N= 100
Recommend from relatives/ friends/ colleague
The links from social networks
Self-searching information
The links/ pop – up/ banners from the other website
The links from Yahoo/ Skype…
Posters/ banners/ leaflets
SMS
Soure of information that effect on purchasing Source of awareness
Online shopping – Products & Services • The fashionable products (clothing, bag, glass…) are one of key products that female especially often buy it. While
male usually purchase electronics products/ electrical appliances
• In addition, consumers in Hanoi usually purchase products such as cosmetics, cellphone, souvenir etc… Consumers in
Danang usually book tickets/ air tickets by online.
TOTALN=300
HCMCN=100
HNN=100
DNN=100
MaleN=150
FemaleN=150
16 - 25 N=150
26 - 35N=150
Clothing/ Garment/ Textiles 70 51 84 74 59 81 74 65
Electronics/ Electrical appliances 40 43 50 27 51 29 34 46
Cosmetics 39 28 61 27 27 50 41 37
Cell phone/ telephone 37 30 51 31 51 24 35 39
Souvenir 29 19 42 25 26 31 33 25
Tickets booking service 29 7 26 53 32 25 23 34
Hotels/ restaurants/ coffee shop/ Foods 23 13 35 20 25 21 25 21
Beauty services 21 15 32 15 11 31 17 24
Stationery 20 6 30 24 19 21 24 16
Travel/ tourism 16 10 28 10 15 17 9 23
Transports 11 14 11 9 15 8 8 15
PRODUCTS/ SERVICESLOCATION GENDER AGE
Base on all respondents
Key words for searching online shopping
CLOTHING/ GARMENT/ CLOTHING/ GARMENT/ FASHION “Quần áo giày dép” “Quần áo” “Thời trang” “Sản phẩm thời trang”
ELECTONICS/ ELECTRICAL APPLIANCES “Điện tử” “Điện tử online/ trực tuyến” “Chợ điện tử”
COSMETICS “Mỹ phẩm” “Hóa mỹ phẩm trực tuyến/ online” “Nước hoa”
CELL PHONECELL PHONE “Điện thoại” “Điện thoại di động” “Điện thoại online” “Điện thoại ifone/ Nokia”…
Websites – Reference & shopping • Consumers in HCMC usually purchase products/ services at these websites such as 123mua.vn, vatgia.com and
5giay.vn
• Consumers in Hanoi often purchase products/ services at enbac.com
• The main websites are purchased by consumers in Danang: 123mua.vn, individual shops on social networks.
2
2
3
1
8
7
6
7
5
17
12
16
10
21
26
40
31
2
6
7
9
13
22
23
28
28
29
33
37
41
41
45
53
57
61 123mua.vn
enbac.com
vatgia.com
Individual shops on social networks
muabanhangngay.com
5giay.vn
muahangtructuyen.com.vn
ebay.vn
muasam.caigi.com
thegioitructuyen.vn
sanphamtieudung.com
chodientu.vn
dokhuyenmai.com
Websites of manufacturers
ebank.vtc.vn
infovn.com.vn
vimua.com
mobivi.vn
1
1
8
3
4
3
0
9
6
29
7
9
23
5
29
1
3
7
1
23
13
8
11
12
21
12
57
21
32
41
12
55
4
1
3
9
12
10
11
4
17
16
4
11
16
35
65
23
3
10
11
10
28
20
34
53
46
43
40
54
38
58
47
70
89
57
1
4
5
2
7
7
4
6
10
24
13
16
12
39
20
51
41
1
8
8
11
10
23
23
24
26
32
37
44
29
44
56
48
69
70
Website - Shopping Website - Reference
N= 300 N= 100 N= 100 N= 100
TOTAL HCMC HN DN
The level of satisfaction about online shopping • Regarding the satisfaction of consumers on the websites that they ever purchased, we found that their satisfaction
are quite good with professional & long establishment websites. Individual shops on social networks are not received
the good score as others.
enbac. com
123mua. com
Vatgia. com
Social networks
5giay. com
Base on top 5 websites
1 2 0 2 14 18 18 19 20
61 54 63
74 56
25 27 18
7 22
Definitely satisfaction
Satisfaction
Neutral/ normal
Disatisfaction
Definitely disatisfaction
Means 4.11 4.06 3.97 3.88 3.98
Top 2 boxes (T2B) 86 81 81 81 78
N= 112 N= 83 N= 67 N= 57 N= 45
Spontaneous satisfaction factors about online shopping
Base on top 5 websites
enbac.com 123mua.vn vatgia.com Social networks
5giay.vn
N=112 N=83 N=67 N=57 N=45
THE QUALITY/ QUANTITY PRODUCTS 93 94 84 84 91
Have many products 46 42 55 26 16
High quality product 42 52 51 53 62
METHODS OF PAYMENT 89 96 79 93 96
Have many flexible methods of payment 60 69 60 80 85
Easy payment 33 27 25 23 11
Fast payment 18 23 15 18 4
THE PROCESS OF ORDER/ PURCHASE 88 100 88 97 91
Easy order 61 70 52 61 69
The process of order is quick 48 65 37 49 51
PRICE 88 88 76 81 87
Valued for money 77 82 15 70 80
Cheap price 13 10 22 12 4
DELIVERY 79 89 78 79 89
Fast delivery 33 35 60 25 33
Delivery on-time 21 23 16 19 18
Delivery to be followed request 13 36 5 23 40
PROMOTION 53 60 55 26 36
Have many attractive promotion 31 24 13 23 18
Record mark when purchasing/ Discount when buy in quantitives 18 28 34 2 13
SATISFACTION FACTORS
Important factors
3
2
3
4
2
2
5
8
4
2
5
2
3
1
1
3
1
1
1
1
2
21
11
16
17
8
8
9
12
10
10
10
6
8
8
9
9
5
2
29
36
29
32
39
39
36
33
36
33
33
33
31
30
29
25
32
26
42
43
47
46
46
49
52
53
52
54
57
58
60
61
62
64
61
71 Good quality products/ services
Prestige’s suppliers
Have many products/ services
Simple procedure
Delivery at home
Valued for money
Could change products if dissatisfaction
Quick delivery
Delivery with free of charge
Attractive price
Have many ways of payment
Have many attractive promotion
Friendly salesperson
Professional staff s
Easy to use interface
Easy to remember domain
Popular websites
Nice/ attractive interface
Top 2 boxes
97
93
89
91
91
91
91
90
87
88
86
88
88
85
78
76
79
71
Means
4.69
4.53
4.51
4.51
4.50
4.50
4.47
4.47
4.38
4.38
4.37
4.37
4.32
4.22
4.14
4.13
4.11
4.03
• “Good quality & prestige of suppliers” are the priority factors that consumers pay more attention when they are doing
shopping online. Next are “have many choices on products/ services, “simple procedure”, “delivery at home” & “valued for
money”.
Definitely not important Not important Normal/ Neutral Some what important Definitely importantBase on all respondents N= 300
Convenience and inconvenience of online shopping • The number of consumers use online shopping are increasing more & more than before because of some
conveniences from this. These are also the differentiation factors vs. offline “saving time, flexible on time of
purchasing, delivery at home, simple procedure & diversified products”.
• However, the key inconvenient attributes of online shopping are the most important elements that consumers
considerate . Thus, to ensure the quality of products/ services is one of the important factors that suppliers need to
take into consideration & remain.
Base on all respondents
TotalN= 300
HCMCN= 100
HNN= 100
DNN=100
Convenience of online shoppingSaving time and money 45 55 43 36
Can purchase everywhere 28 25 20 38Convenience (easy to use, delivery at home..) 21 20 18 24
The process of purchase/ order is simple and quickly 14 12 20 9Have many products for choosing 13 10 13 15
Convenience to make reference price and comments about products/ services 12 8 12 17Inconvenience of online shopping
Don’t know the real quality in comparison with the describe quality 32 37 11 49Products can not be changed after delivery 19 4 22 32
Purchasing and usage behavior of online voucher
Overview of online Voucher
Origin of online voucher
Online Voucher is a form of selling voucher by online, which is come from
Groupon (Groupon stands for Group & Coupon; that means of discount selling
belong to group).
Groupon is an online business model with “win-win-win”, it profits to merchants,
users, and the websites purchasing with group. According to this model,
consumers will buy products/ services with reasonable price ( discount from
50% to 90%).
The merchants have more opportunities to get new potential consumers with low
expenses. They also have opportunities to introduce new products and sell other
services to consumers from Groupon.
The websites (who distribute the Groupon) get profits from discounting on total
turnover.
Source: from Internet
Popular websites - distributing online voucher
Source: Collect from Internet
Opportunities and Threats analysis of suppliers
OPPORTUNITIES
THREATS
Finding potential consumers
Is recommended & broadcasted
Low marketing cost and quick effective on awareness
Push the stock products
Suppliers use promotion too much, customers will only purchase products if they
have promotion
Most of suppliers have not had solution for keeping the loyalty of
new consumers
Source: from Internet
Opportunities and Threats analysis of distributor
OPPORTUNITIES
THREATS
26.8 million people use
internet ~ 31% population
Inflation, concern on the
price
Consumers like promotion
Shopping behavior of consumers
The suppliers are not realize about benefits of this kind of business
Vietnamese consumers have not
believed on this kind of business
Manage the process of ordering/ delivery
Not good at quality control of products/ services from
suppliers
Not specialize products/
services on each website
Source: from Internet *: Report of NetCitizens Vietnam 2011
Target – Potential consumers
Target consumers
The people usually use internet, consumers have online shopping behavior .
Location: key cities
Occupation: student and office worker
Age: 16 – 35
Gender: Female (mainly)
Habits and behavior: they like promotion products/ services
Potential consumers
The people usually use internet but have not had online shopping behavior
Location: others urban cities (Binh Duong, Bien Hoa, Vung Tau, Hai Phong…)
Gender: female
Age: >35.
Habits and behavior: have shopping demands but rarely using internet for shopping
Source: from Internet
Online voucher awareness
Base on all respondents N=300 N=100 N=100 N=100
48
17
56 71
52
83
44 29
Yes
No
TOTAL HCMC HN DN
• Consumers in HCMC aware the online voucher more than 2 others cites: HN & DN.
• It seems HCMC is one of the location is applied this kind of business. Hence, the rate of awareness is higher than
others.
Source of online voucher awareness
Recommendation from relatives/ colleagues/ friends
The links from social networks
The links/ pop – up/ banners from the other website
Self-searching information
The links from Yahoo/ Skype…
Posters/ banners/ leaflets
Outdoor billboards
SMS
Base on the respondents aware of online voucher * Sample size is very small
TOTAL HCMC HN DN
18
16
23
44
27
64
68
96
21
17
24
37
41
41
45
90
8
23
22
37
49
54
64
93
14
20
22
39
42
55
62
93
• In general, the source of information mainly come from WOM “recommendation from relatives/ friends / colleague”.
• Next are “links from social networks” & “links/ pop – up/ banners from the other website”
Websites awareness – selling online voucher
Top of mind (TOM)
Aided
muachung.vn
muanhanh.net
cungmua.com
nhommua.com
muachungvietnam.net
voucher.vn
TOTAL HCMC HN DN
* Sample size is very small
30
49
60
62
69
85
21
23
38
39
46
76
10
31
55
45
31
55
7
7
31
41
14
41
27
55
61
71
86
89
27
41
66
50
73
80
39
53
59
63
74
94
23
19
25
31
43
86
• There are top 4 websites distribute online voucher such as muachung.vn, muanhanh.net, cungmua.com &
nhommua.com
Base on the respondents aware of online voucher
Have consumers ever bought online voucher?
TOTAL HCMC HN DN
* Sample size is very small
58 40
89
65
42 60
11
35 Yes
No
• Base on those consumers aware online voucher, we found that the rate of buying online voucher mainly focus on
HCMC. Perhaps, it could prove that the power of purchasing of consumers in HCMC is higher than others.
Base on the respondents aware of online voucher
Websites that consumers have ever bought online voucher
Base on the respondents have ever bought online voucher
muachung.vn
nhommua.com
muanhanh.net
cungmua.com
voucher.vn
muachungvietnam.net
TOTAL HCMC HN DN
* Sample size is very small
12
14
19
29
35
65
0
0
10
0
60
20
20
80
40
80
20
60
14
10
18
30
32
74
• Muachung.vn & nhommua.com are 2 websites that have been accessed and bought more than others.
• Consumers in Da Nang prefer buying products/ services in “nhommua.com” to other websites.
Products/ Services have been bought by voucher
* Sample size is very small Base on the respondents have bought Voucher
• Consumers often buy products/ services are relevant to “ Fashion products”, “Souvenir”, “Food & drinking services” and
“Beauty services”
TotalN=65
HCMCN=50
Ha NoiN=5*
Da NangN=10*
Fashion products 52 50 100 40Souvenir 32 32 40 30
Hotel/ Restaurant/ Coffee shop... services 28 26 20 40Beauty services 28 16 60 70
Cosmetics 23 22 80 _Electronics/ Eletrical appliances 23 28 _ 10
Travel/ Tourism services 17 12 20 40
The types of Voucher that consumers desire to get
Card Voucher
SMS Voucher
Paper Voucher
N=65 N=50 N=5* N=10*
TOTAL HCM HN ĐN
* Sample size is very small Base on the respondents have ever bought online voucher
34
35
74
30
30
50
20
0
100
32
40
80
• Currently, consumers mainly get Voucher with 3 types: card, SMS & paper voucher.
• Consumers mainly desire to get Card Voucher (the same as the name-card) because this type could give the trust more
than others.
Level of satisfaction
7
36 38
71
25 14
86
55 62
29
63 86
7 9 12 Definitely satisfied
Satisfied
Neutral/normal
Dissatisfied
Definitely dissatisfied
N=42 N=22* N=16* N=7* N=8* N=7*
* Sample size is very small
muachung.vn voucher.vn
muanhanh.net
muachung vietnam.net
cungmua. com
nhommua.com
Base on the top 6 websites are best–selling
Means 4 3.73 3.63 3.29 3.88 3.86 Top 2 box 93 64 63 29 76 86
• The rate of consumers satisfy with “muachung.vn” is better than the other players.
Spontaneous satisfaction
* Sample size is very small Base on the top 6 websites are best–selling
SATISFACTION FACTORSmuachung.vn
N=42
nhommua.com
N=22*
muanhanh.net
N=16*
cungmua.com
N=7*
voucher.vn
N=8*
muachungvietnam.net
N=7*THE PROCESS OF BUYING/ ORDER 93 91 94 86 88 86
Easy order 74 59 69 57 75 57The process of buying/order is quick 52 55 56 57 50 57
METHODS OF PAYMENT 93 82 94 100 100 100Easy payment 38 27 63 29 63 29
The Process of payment is quick 29 14 6 29 13 29Fast payment by money 12 18 _ 14 13 14
Multiform methods of payment 7 14 6 43 25 43DELIVERY 91 82 100 86 75 86
Delivery on-time 48 23 31 43 50 43Enough quantity 33 27 50 29 13 29
Delivery to be followed request 31 9 31 _ _ _QUANTITY/QUALITY PRODUCTS 86 64 94 71 63 71
Good product valued for money 74 46 63 43 38 43Have many product 29 9 19 29 63 29Attractive products 2 5 13 _ _ _
PRICE 69 59 50 71 75 71Suitable price 64 36 44 57 50 57More discount 7 23 6 _ 25 _PROMOTION 67 41 44 86 88 86
Have many promotion 45 23 31 29 63 29To accumulate marks 19 14 6 _ _ 29
• The mainly satisfaction factors are “ Quality of products” and “Price”. The factors “Methods of payment” and “Process of
buying/ order” are same among voucher suppliers.
Spontaneous dissatisfaction
* Sample size is very small
Base on the top 6 websites are best–selling
• The mainly dissatisfaction factors are “ Quality of products” and “ Not on-time in delivery”.
DISSATISFACTION FACTORSmuachung.vn
N=42
nhommua.com
N=22*
muanhanh.net
N=16*
cungmua.com
N=7*
voucher.vn
N=8*
QUALITY/ QUANTITY OF PRODUCTS 12 23 13 43 13
Not good quality _ 18 6 29 _
Products which received are not beautiful as advertising 2 5 _ 14 13
The quality of products is not same _ _ _ 14 _
DELIVERY 7 9 _ 14 13
Not on-time 7 9 _ 14 13
The trend of Groupon in the future
Base on all the respondents
3 4 5 2 20
22 24 20
10
71 70 80
70
Become a new trend for shopping
Taking a considerable part in form ofbuying
Definitely replace the off-line shopping
Nothing change
TOTAL HCM HN DN
• In general, consumers found that shopping with Groupon (online voucher) will have a good development in the near
future. It could be become a new trend in shopping. Hence, the distributor of online voucher should control the
“quality" of suppliers to build the reliability & brand-name for developing in long term.
Thank you
Thank you
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