Convenience store in HCM 2 QMe is online market research provided by Asia Plus Inc Asia Plus Inc SHOPPING BEHAVIORS AT CONVENIENCE STORES IN HO CHI MINH CITY Objective With the growing purchasing pow.
SHOPPING BEHAVIORS AT CONVENIENCE STORES IN HO CHI MINH CITY Q&Me is online market research provided by Asia Plus Inc Asia Plus Inc Objective With the growing purchasing power of the consumers and modern shopping demand, Vietnam retail market has seen an increase in the number of convenience stores This survey was conducted to more than 350 people from 18-39 years old, living in Ho Chi Minh to study their behaviors of shopping at convenience stores Convenience store in Vietnam (2017 Feb) 922 476 163 HCM Establis hed HCM stores Hanoi stores Other stores Total stores Family Mart 1981 117 133 Vinmart + 2014 400 400 150 950 Mini Stop 1980 71 0 71 Circle K 1951 153 54 211 Shop & Go 2005 31 15 46 B's Mart 2013 150 0 150 922 476 163 1561 Name of the company Hanoi Family Mart Vinmart + Mini Stop Shop & Go B's Mart Total Other Circle K Total Convenience store in Ho Chi Minh (by district) Store name Center Suburb Suburb Total FamilyMart 67 38 12 117 Vinmart+ 102 179 94 375 Ministop 30 43 80 Circle K 93 66 20 179 Shop&Go 34 39 14 87 B’s Mart 42 72 47 161 SatraFoods 22 41 41 104 FoodcoMart 17 11 37 TOTAL 407 487 246 1180 § § § Center: District 1, 2, 3, 4, 5, 10 Suburb 1: District Binh Thanh, Tan Binh, Go Vap, Tan Phu, Phu Nhuan, Suburb 2: District 6, 8, 9, 11, 12, Binh Tan, Thu Duc, Binh Chanh The availability of mini super and family mart concentrate more on the central areas Convenience store shopping behaviors Top-of-mind image of convenience store 112 104 72 69 65 45 14 13 12 20 10 Circle K and Family Mart are top names associated with ‘convenience store’ Q When you hear "convenience store", what name comes up? Shopping frequency at convenience store By Area By age 33 - 39 7% 11% 5% 25 - 32 5% 7% 16 - 24 All 42% 24% 10% 11% 8% 10% 28% 38% 19% 19% 7% 22% 29% 34% 5% Suburb Suburb 22% 7% Center 23% 6% All 9% 10% 6% 8% 17% 20% 9% 11% 8% 10% 37% 32% 19% 19% 34% 34% 22% 27% 20% 23% Everyday 5-6 times per week 3-4 times per week Everyday 5-6 times per week 3-4 times per week 1-2 times per week Less often Don't go at all 1-2 times per week Less often Don't go at all 5% 7% 6% 6% Convenience stores are used for the younger generation more often Those who live in urban area use slightly often than the suburb area Q How often you go to convenience store? Convenience store recognition and usage 78% 65% 63% 62% 53% 55% 42% 40% 26% 16% Family Mart Vinmart + 53% 49% 39% 36% 20% 10% Circle K B's mart Recognize 9% 10% Ministop Visited 30% 6% Shop & Go 12% 6% 5% 1% 7eleven Others Uset the most Family Mart is better than the above in terms of recognition, visits and used the most Q What convenience stores have you heard of? Convenience store usage (with number of stores) 70% 65% 400 375 60% 350 53% 300 50% 40% 30% 20% 42% 40% 179 26% 117 20% 16% 39% 200 161 10% 10% 250 36% 150 10% 80 87 6% 0% Family Mart Vinmart + Circle K B's mart Visited Uset the most Ministop Shop & Go 100 9% 1% 50 7eleven # of stores Although number of stores are fewer compared with CircleK or Vinmart +, Family Mart is visited more than others Q What convenience stores have you heard of? Convenience store: store exposure vs market share (district) § § § Store name Center Suburb Suburb Total FamilyMart 67 38 12 117 Vinmart+ 102 179 94 375 Ministop 30 43 80 Circle K 93 66 20 179 Shop&Go 34 39 14 87 B’s Mart 42 72 47 161 SatraFoods 22 41 41 104 FoodcoMart 17 11 37 TOTAL 407 487 246 1180 Center: District 1, 2, 3, 4, 5, 10 Suburb 1: District Binh Thanh, Tan Binh, Go Vap, Tan Phu, Phu Nhuan, Suburb 2: District 6, 8, 9, 11, 12, Binh Tan, Thu Duc, Binh Chanh Q What convenience stores you use the most? Convenience store in use (most) Family Circle Vinmar B's Ministo Shop Others Mart K t+ mart p & Go All 26% 20% 16% 10% 10% 6% 4% Center 26% 22% 18% 7% 10% 8% 3% Suburb 21% 23% 19% 11% 11% 7% 2% Suburb 31% 14% 10% 10% 8% 2% 9% Products to use at convenience stores Instant food (sausage, Beverages pho, vermicelli) Snack Confectione Personal ry care toiletries Food Fruit Wine, beer Vegetables Frozen meat Tobacco Over-thecounter drugs All 74% 54% 49% 47% 40% 36% 36% 21% 15% 13% 10% 4% 2% 16 - 24 81% 55% 55% 50% 33% 30% 39% 18% 11% 9% 6% 3% 2% 25 - 32 72% 54% 47% 44% 49% 45% 34% 24% 20% 17% 14% 5% 2% 33 - 39 57% 52% 38% 45% 39% 34% 30% 25% 16% 16% 11% 4% 2% Male 76% 51% 45% 41% 37% 28% 36% 23% 23% 13% 9% 6% 2% Female 72% 56% 52% 53% 43% 44% 35% 20% 8% 14% 10% 1% 2% Beverages and instant foods are the items that are bought at convenience stores the most Female buys snack and confectionaries more at the channel Q What kind of items you buy at convenience stores? Convenience store with “good food” image Family Mart Circle K Ministop B's mart Vinmart+ 7eleven Shop & Go None All 37% 28% 17% 14% 13% 9% 9% 8% 16 - 24 39% 30% 22% 14% 9% 9% 7% 4% 25 - 32 37% 27% 13% 10% 17% 7% 7% 11% 33 - 39 32% 23% 13% 21% 18% 11% 16% 11% Male 37% 26% 18% 15% 18% 8% 9% 6% Female 38% 29% 17% 13% 10% 9% 8% 9% Family Mart and Circle K are well associated with image of “good food offering” Those who are in 30’s tend to choose B’s mart, Vinmart+ and Shop&Go Q When you hear "convenience store with good food offering", what name comes up? Convenience store - Canteen experience 24% 76% All 16% 28% 84% 72% 16 - 24 25 - 32 Yes 41% 59% 33 - 39 No 76% have experienced eating at cateen of convenience store with a higher ratio of the 16-24 age group Q Have you used canteen at convenience stores? Food eaten at convenience store canteen Sour hotpot Beef noodle soup 24% 20% 14% 14% 34% 16% 22% 15% 35% 24% 34% 20% 27% 33% 30% 12% Cup noodle Pastry Sausage fried sasiu bao fried rice noodles All 66% 43% 38% 31% 31% 16 - 24 74% 42% 41% 30% 25 - 32 56% 42% 36% 33 - 39 64% 52% 27% Baguette Vermicelli Others I don't eat 14% 9% 2% 11% 13% 7% 1% 13% 16% 15% 10% 3% 15% 18% 12% 15% 0% Cup noodle, pastry and fastfood are top favorite foods eaten at the canteen Q What food have you eaten at canteens of convenience stores? Traditional store vs CVS: Product to buy 85% 79% 75% 74% 74% 72% 68% 60% 56% 43% 37% 45% 41% 46% 45% 59% 50% 6% 5% 6% Instant food Dairy Beverag (sausag product Snack e, pho, e s vermicel li) 6% 6% 38% 6% 73% 74% 56% 55% 28% 3% 72% 11% 33% 10% Confecti Persona Toiletrie Pastry Others onary l care s Fruit 30% 25% 9% 11% 33% 22% 12% 15% 55% 35% 12% OverVegetab Fresh Tobacc theSeafood counter les meat o drug Convenience store 85% 79% 75% 74% 74% 72% 60% 59% 38% 33% 30% 25% 22% 15% 12% Traditional store 43% 37% 45% 41% 46% 45% 56% 50% 55% 68% 72% 73% 74% 33% 35% None 3% 6% 5% 6% 6% 6% 6% 11% 28% 10% 9% 11% 12% 56% 55% Customers tend to buy beverage, instant noodles, snacks or dairy products at CVS while choose traditional stores for fresh produce and fresh fruit, vegetables Q Please choose which one you use to buy the following items? Traditional store vs CVS: Store images 89% 89% 87% 87% 80% 79% 72% 64% 64% 56% 42% 26% 16% 4% Credibility 12% 6% 3% Good service Convenience 21% 4% 48% 41% 24% 9% 4% 2% 4% 5% Product quality Unique product Product availability Better location Product variety Good price Convenience store 89% 89% 87% 87% 80% 79% 72% 64% 41% Traditional store 16% 12% 26% 21% 24% 42% 48% 56% 64% None 4% 6% 3% 4% 9% 4% 2% 4% 5% Traditional stores are associated with good image of good price but users are in favor of convenience stores for high quality of products and services with the convenience of shopping Q Please choose what images are applicable? Audience profile Demographics (N=365) Gender Living district Male , 47% Femal e, 53% Age 33 - 39 , 16% 16 - 24 , 48% 25 - 32 , 36% District Can Gio District Nha Be District Binh Chanh District Hoc Mon District Cu Chi District Binh Tan District Phu Nhuan District Tan Phu District Tan Binh District Binh Thanh District Go Vap District Thu Duc District 12 District 11 District 10 District District District District District District District District District Working district 0% 1% 2% 3% 1% 2% 3% 5% 8% 7% 8% 9% 5% 3% 4% 7% 7% 4% 4% 3% 3% 3% 3% 5% District Can Gio District Nha Be District Binh Chanh District Hoc Mon District Cu Chi District Binh Tan District Phu Nhuan District Tan Phu District Tan Binh District Binh Thanh District Go Vap District Thu Duc District 12 District 11 District 10 District District District District District District District District District 0% 1% 1% 2% % 1% 3% 3% 8% 8% 8% 8% 5% 1% 5% 4% 3% 5% 4% 5% 2% 5% 3% 15% Demographics (N=365) Household income 70,000,001 VND - 100,000,000 VND 40,000,001 VND - 50,000,000 VND Married status 1% 1% 3% 2% 25,000,001 VND - 30,000,000 VND 5% 5% 15,000,001 VND - 20,000,000 VND 7%2% 7,500,001 VND - 10,000,000 VND Lower than 5,000,000 VND 24% 7% 18% 17% 15% 13% 12% Employment status 67% Single Married with kids Married without kids 54% Full-time Employment Others Student (University/College) 13% Part-time Employment 13% Self-Employed 7% Student (High School) 6% Other 3% Student (Other) 2% Homemaker 1% Unemployed 1% Q&Me – About Online Market Research Services Our Solution Survey is conducted via mobile phone and the data is processed real-time Affordable Quick High quality 1/3 of the competitor pricing Takes 24 - 48 hours for most surveys, proving real-time analysis Superb real-time analysis for flexible and accurate data collection Our Advantage: Direct Panel Management Our strength is 16-39 years old and urban areas This is where most biz customers would like to research 200,000 members as of May, 2017 Gender Age City 31% 22% 19% 18% 44% 47% 14% 18% 56% 7% 0% 1% 3% 3% 3% 3% 4% 1% Male Female 6% HCM Hanoi Can Tho Hai Phong Dong Nhai Others Da Nang Our Advantage: Direct Panel Management Our strength is 16-39 years old and urban areas This is where most biz customers would like to research 200,000 members as of May, 2017 Household income Married Status Others, 3%