(TIỂU LUẬN) final report consumer behavior product vi dan washing powder of vico company

FINAL REPORT CONSUMER BEHAVIOR PRODUCT VI DAN WASHING POWDER OF VICO COMPANY Instructor: Mr Nguyen Dinh Cuong Members: Pham Ba Luc Dao Que Tran Hoang Thi Thanh Minh Nguyen Khoi Nguyen Tran Duc Hung Anh Ngo Quang Huy Pham Thi Mai Thanh Hao INSTRUCTOR’S COMMENTS Mark: Date: …/ …/ … I INDUSTRY/ PRODUCT INTRODUCTION Consumer behavior introduction Industry/ Product background a Washing powder industry in Viet Nam b Company VICO introduction c Vi Dan product introduction II IN-DEPTH INTERVIEW INFORMATION 10 Title of research 10 Problem 10 Research purposes 10 Research subjects 10 Type of research 10 Survey object 10 Survey location 10 Survey time 10 III RESPONDENTS BACKGROUND 11 IV KEY INSIGHTS 12 General behavior – Factors that consumers are interested in buying and using process 12 a Behavior, opinions and determinants of buying behavior of the worker 12 b Behavior, opinions and determinants of buying behavior of the housewife 13 Consumer behavior of Vi Dan 14 a Object 14 b Object 15 c Object 16 d The outstanding features of Vi Dan through online survey 17 Analyzing the behavior of two housewives through practical observation (influencing factors: design, layout, promotion, gifts) 17 V RECOMMENDATION 19 Rising customer’s awareness strategy 19 Marketing channels strategy 19 Display strategy 19 I INDUSTRY/ PRODUCT INTRODUCTION Consumer behavior introduction Conducting this research with the purpose of researching how both potential customers as well as loyal customers of Vi Dan behave and think when buying In three different processes, including the decisionmaking process to find out what customers look for about a detergent product in terms of price, product, location, space, customer service, etc The next process is the purchase choice: How the customers decide? In which researches customer behavior when standing in front of detergent products to know how customer choose, what they choose, what can make the customer pay attention to a product How about company affiliate to personally know what customer like and dislike about the company as product and after three stages, based on the results to come up with a proposed promotion plan based on what somethings have just studied save from company's target customer Industry/ Product background a Washing powder industry in Viet Nam 65% of Vietnamese wash their clothes every day and most of them are using washing machine However, there are still 42% people wash clothes by hand only or before input those to washing machine In addition, washing powder is the most common product to use for clothes washing How you wash your clothes? 80% Washing method Washing products 75% 70% 60% 56% 50% 42% 40% 30% 24% 20% 10% 2% 0% By washing machine Wash by hand Use laundry service Washing powder Washing liquid Omo is the most common used product nationwide Vietnamese washing powder market used to be the competition of Unilever and P&G for a long time Since 2012, the new entrance of some domestic products did change the situation which made the market became more active However, currently Omo from Unilever is still the dominant which overwhelm other competitors for the brand experience with 83% people said that they have used this product at least once Other brands from Unilever such as Surf, Viso also play good roles in wining consumers’ experiences P&G with Tide and Ariel are placing at the 2nd and 3rd in the ranking Surprisingly, some domestic brands such as Aba and Lix are getting more market share despite of late launching Which brands of washing powder or liquid have you (or your family) used? Daso 4% Mỹ Hảo 4% Net 4% Attack 7% Vì Dân 12% Lix 14% Aba 17% Viso 17% Surf 21% Ariel 30% Tide 33% Omo 83% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Consumers’ choice of current using is somehow different from their experiences Besides the number one product still belongs to Omo with 60% market, Ariel is the follower with 12% currently user; then comes Aba (7%) – from Vietcos – a domestic brand with the same target at high segment with Omo and Ariel Next one is the group of products target at lower segment which are Tide, Surf, Lix and Viso accordingly Which brands of washing powder or liqid are you (or your family) currently using? Omo 60% Ariel 12% Aba 7% Tide 6% Surf 4% Lix 2% Viso 2% Attack 2% Vì Dân 1% Mỹ Hảo 1% Net 1% Pao 1% 0% 10% 20% 30% 40% 50% 60% 70% When analyzing by areas, the share portions of brands are different from the North, Middle and South Omo is the trusted brands which are common used for all areas Ariel plays better role in the North (20%) and the South (9%) while Aba is more preferred in the Middle (13%) although its marketing plan focuses more on Mekong Delta River In the North, there is a new player – Attack from Japan with 3% Which brands of washing powder or liquid are you currently use? 6% 7% South 0% 8% 9% 54% 4% 8% Middle 0% 13% 5% 61% North 0% 2% 3% 3% 20% 64% 0% 10% 20% Surf Tide 30% Attack 40% Aba 50% Ariel 60% 70% Omo b Company VICO introduction VICO Company is an enterprise specializing in the production and trading of detergents, cosmetic chemicals and specialized chemicals import and export, experiencing more than 20 years of development and continuous innovation VICO is gradually becoming a leading enterprise in Vietnam South to conquer the world market VICO is the owner of famous brands such as Vi Dan detergent, VF detergent, Twolemon dish soap, VICO dish soap Starting with many difficulties and challenges from rival companies – multinational corporations in the same field as Unilever or P&G with great financial potential, strong marketing campaign, VICO chose for its own path "good product, reasonable price" That is why Vi Dan washing powder was born c Vi Dan product introduction Consumers' demands are increasing with their lives Therefore, detergent products that only meet the basic needs of washing clothes will not be enough to satisfy consumers Understanding this, in 2007, Robot star Vi Dan washing powder was born with five effects: white, clean like new, long-lasting fragrance under all weather, no harm to hand skin, bactericidal and environmental friendly Robot star Vi Dan washing powder is one of the key products of VICO when it contributes a big part in the development of the company II IN-DEPTH INTERVIEW INFORMATION Title of research Vi Dan’s consumer behavior research Problem The Vi Dan detergent is out of the Vietnam washing powder market share and slowly being forgotten by the consumers Research purposes Finding out the factors which affect to consumer making buying decision Research subjects Buying behavior of Vi Dan’s consumers Type of research Using face-to-face interview, questionnaire survey and online interview (Facebook Messenger) in order to reach the people using and used Vi Dan in urban market Survey object The survey will be performed on three different kinds of consumers (housewife, worker and student) to observe more generally also to save time but still know their behavior and thinking about buying and using detergent Survey location The location will be at the interviewees' houses to ensure that they will have the most comfortable mood, avoiding other factors affecting their psychology and answers Survey time Interview time for workers is in the evening after office hours (March 29 from 7:00 am to 9:00 pm) And interview time of housewives is in the morning of the same day (March 29 before 10:00 am) 10 III RESPONDENTS BACKGROUND Demographic Psychographic Socioeconomic Geographic Ages from 18 to 60 All gender but mainly housewives Depending on period during marriage and family size Choosing high quality goods and cheap price goods Going to supermarkets and markets every week Often washing clothes for family Buying products recommended by acquaintances Watching TV in free time Office workers, workers and housewives All education Mainly urban market Middle and low income areas in the central region Vi Dan is a product of VICO Co., Ltd., produced by Vietnamese people, so Vi Dan is made for Vietnamese, brearing Vietnamese cultural styles Hence Vi Dan has cited that segment: Firstly, the demographic Vi Dan targets are all gender, but mainly housewives The price of Vi Dan is not expensive, which is used for people living in middle and low income areas in the central region Vi Dan’s potential customers are people whose ages from 18 to 60, have high using demand Secondly, the psychographic Consumers are very busy in modern life so they are very smart in choosing products One important factor is depending on period during marriage and family size Because women who get married (especially the housewives) will have higher using demand than young women Besides, it depends on their family size If their family has few people, they will choose the small size of product On the contratry, the bigger family size is, the more amount of washing powder they use With the housewives, they like high quality and cheap price products They can go to supermarkets or markets at weekend to see all the goods and decide to buy the best products for their family Sometimes they will be affected by recommendation from acquaintances Housewives often stay at home to take care of their family, so they watch TV in their free time During watching TV, they can see Vi Dan’s advertisements, these things also influence on them Thirdly, the socioeconomic Consumers are the the housewives, or can also be the workers or office workers They mostly have high education, in addition there are manual workers with low education Especially, workers care about the ability to clean clothes and remove stains Finally, the geographic Vi Dan mainly attacks the urban market, the middle and low income areas in the central region Because this is a market with a high population density, and urban consumers tend to use detergent products more than rural consumers Therefore, Vi Dan is able to survive and grow (easily get profit) 11 IV KEY INSIGHTS General behavior – Factors that consumers are interested in buying and using process In this section, the analysis will be conducted based on face-to-face interview responses with two objects, there are housewife and worker, both of them not use Vi Dan detergent products The purpose of this survey is to identify better what attracts the average detergent consumers and how other detergent brands retain their consumers a Behavior, opinions and determinants of buying behavior of the worker Name: Huynh Hong Tham  Age: 24 Occupation: Barista Pre-purchasing Product: Tham has used four types of washing powder (includes Omo, Tide, Aba, Suft) Currently, she is using Omo and has been loyal to this brand for four years The package factor does not play an important role in her buying decision And the different scents mentioned in the advertising for laundry detergent go unnoticed Price: For a worker, the factor of price is outstanding While deciding to buy one of two different types of detergent products, Tham's quality factor is placed behind the price factor Promotion: When being asked which detergent advertisement made the most impression, Tham replied that it is the advertisement of Aba detergent because it follows a different style from the past detergent advertisement, does not focus on the typical uses and advantages but focus on the everyday conversations and then randomly lead to the product She is not impressed by the sampling and trial forms while shopping because of her the current product is meeting the demand, so no matter what promotion is, she does not change other products Place: Tham trusts to buy laundry detergent in the supermarket because the price is cheaper and more stable than the grocery stores and she also prefers the supermarket space When being asked to choose between product A that is widely sold in many locations and product B that is affordable and quality but only sold in only one store, Tham chooses product A because it is easy to find and buy It is clearly to conclude that Tham favors convenience over quality  Purchasing Her buying laundry detergent decision is easily altered by offers and discounts that comes from other products she does not use After the situation was put in place, she said she would consider the offer, if it gave her the feeling that it was a good deal, she would buy it Therefore, it can be seen that Tham's loyalty level to the Omo detergent is not high The situation is based on two pictures of two detergent packages (a simple white design (A), blue and red color with a more prominent design (B)), when being asked about the more attractive package, her answer 12 was type A with white package because it gave a minimalistic feeling and the colors were comfortable and fresh, she commented that package B looked very out of fashion and confused This shows that package plays a quite important role in attracting Tham's attention Tham will continue to choose to buy Omo with another net weight in case the weight which she often uses runs out of stock The layout of laundry detergents in supermarkets which is placed at eye level also impresses her more  Post-purchasing Tham wanted the package to have a design that was easy to open before using, although the current product of Tham still had to use scissors when opening; however, this did not make she fe el uncomfortable Before using Omo, she used to try to utilize Tide and Aba, then change to Omo for longterm is according to Tham's personal opinion She thinks that Omo’s quality is better and cleaner, so she does not pay attention to the factor of not cautic and pay much attention to the change of Omo’s quality over time In addition, Tham's behavior of using Omo stems from her family's habit of using this product, namely her mother Conclusion: From the above references, Tham tends to focus on prices, discounts, promotions, advantages over usage, she is not attracted to sampling and trial She uses Omo because it is a family habit, influenced by her mother Lastly, her loyalty to Omo is low b Behavior, opinions and determinants of buying behavior of the housewife Name: Luong Bich Huu  Age: 58 Occupation: Housewife Pre-purchasing Product: Mrs Huu has used five different washing powder products They are Tide, Omo, Lix, Net, Ariel, Viso Recently, she has been using Omo and her loyalty to this product lasts for five years The same as Tham, Mrs Huu does not care much about the design of the product’s package She is not attracted by the kind of smell of washing powder through TVC, either Price: The same as the mentality of the worker, Mrs Huu has been known as a housewife who also pay much attention to the price But if the quality is not good she will not care about the price is cheap or not Promotion: She has a big impression on the Aba TVC because of its unreasonable details, different from other washing powder’s TVC It is easily seen that the kind of promotion such as sampling, trial in market and supermarket could not make her pay attention to other products if she does not have the demand of finding another better product From the above facts, she would not make buying decision via these kinds of promotion Place: According to the question of which one is worth trusting, buying at the supermarket and buying at the grocery store, the answer of Mrs Huu is that she trusts both of them, but she would like the supermarket rather than the grocery store since the price is stable and there are attractive promotions such as discounts, give presents, sales off, etc When being asked to choose between product A that is widely sold in many locations and product B that is affordable and quality but only sold in the only one store, her 13 selection was the product B and she explained that she was willing to go to the only store to buy the washing powder if it was satisfied with her requirement  Purchasing Her buying laundry detergent decision is quite steadily with offers and discounts that come from other products she does not use After the situation was put in place, she said she would continue buying her washing powder no matter how attractive the promotion is So, it is believed that her loyalty to the product Omo is quite high The situation is based on two pictures of two detergent packages (a simple white design (A), blue and red color with a more prominent design (B)), when being asked about the more attractive package, her answer was B with red package because its design looks like a detergent product while the package A does not have a similar design of a laundry detergent This showed that her mindset refered kind of familiar package for the detergent Mrs Huu will not only continue to buy Omo with another net weight but also buy a bigger net weight in case the weight which she often uses runs out of stock  Post-purchasing After a long period of using washing powder, Mrs Huu said that the package need ed to be improved in order to open and store easily Before changing to Omo, she used to loyal to Viso and Lix, then she left because the Omo’s quality was better, its smell also better than Viso’s and Lix’s During using process, Mrs Huu released that its package changed and its prices increased over time; however, she continued using Omo products as this change did not affect her much Conclusion: Through the above answers, what factors Mrs Huu cares about are product quality, price, and place, respectively In addition, she is not interested in sampling and trial form at the sales site Mrs Huu is the key factor in her family, who makes buying-decision and she is not influenced by other factors in her buying behavior As a result, her loyalty to Omo products is quite high Consumer behavior of Vi Dan a Object Name: Dinh Thao Van  Age: 22 Occupation: Worker Pre-purchasing Product: Van used lots of kinds of washing powder such as Vi Dan, Omo, Ariel, Aba, Tide, Surf, Lix But she does not care much about the design or color of the package Price: Quality is the most concerned issue It is clearly that the cleaner the washing powder is, the better it is However, price is also important Everyone likes good price Therefore, if Van can save more money, she will definetely choose the cheap one 14 Promotion: About advertisements of kinds of washing powder, though Van doesn’t remember the details, she has a deep impression on Omo’s advertisement She thinks that advertisement is very meaningful Besides, she also has a strong spirit She is not easy to be persuaded by the advertising types to try in the supermarket, or buy a product that is persuaded by the seller at the time of purchase Place: Van always buys at grocery store, because she has never gone to supermarket to buy a package of washing powder Moreover, she prefers to choose a good detergent which are only sold in one store She says that, quality is better than quantity  Purchasing Although the next other product with incentives (included cup, basket, chopsticks ) and discounts, Van still selects the product in use and directly pass these promotions Notwithstanding, while choosing products, she certainly prefers the products with eye-catching and outstanding color If the net weight of her product in use is sold out, she will still choose that product with the different net weight These things show that she has a loyalty to the product and she is not easy to change to another product The product placed in a prominent position (just within sight) will affect to her buying behavior Because the more visible the product, the more attention people will pay  Post-purchasing Van wants a detergent that can remove stains and Vi Dan can meet that demand There is one hypothesis that if she went to store and just saw two kinds of washing powder: Vi Dan and the another one which she had never used the question here is: Which would she buy? She answers, she will choose Vi Dan because she thinks that the one which is used familiar will make her feel more secure On the contrary, she does not choose Vi Dan but buy that product, after using she feels it could not remove stains, she will extremely regret However, it is increasingly difficult to find a place where sell Vi Dan She sees that the grocery stores not sell Vi Dan any longer b Object Name: Mai Hong Ngoc  Age: 53 Occupation: Housewife Pre-purchasing Product: Mrs Ngoc knows many popular washing powders such as Omo, Ariel, Tide… She uses original smell so that she does not care much about smells of washing powder, as long as the product can remove stains from clothes Therefore, the design and color of the package is also not important She usually uses the package with a net weight of 6kg due to her family size This can proves that the consumer has a belief in the product and loyalty in using Price: She highly cares about the cheap price and the brand popularity Promotion: Mrs Ngoc does not have impression with any advertisements of washing powders She is a smart consumer, she is not persuaded by the sellers She does not believe in them If she pays attention to the product, she will buy a small package to try it out If she feels it have good uses, she may continue to use it or she still uses the old product This can also be considered a choice when the product is about to buy out of stock 15 Place: Even though Mrs Ngoc thinks the supermarket will be a little more reliable to buy products because of having passed the inspection of production sources, ensuring good quality, avoiding counterfeit and pirated products, or the products are expired for a long time; she still buy it anywhere, as long as it is convenient  Purchasing In a conventional way, everyone likes discounts and gifts Because when customers buy a on sale product with a gift included, they will feel that they have bought a good deal However, can not help mentioning the caring of discounts still depends on kinds of consumer High-income people will not care, middleincome people will consider it, low-income people will immediately buy because it's cheap However, Mrs Ngoc this housewife does not care much about incentives, she mainly cares about quality and cheap price She also has the same answer with the above worker, she will still choose product with the different net weight if the net weight of her product in use is sold out  Post-purchasing Mrs Ngoc’s main need for washing powder is a much foam clean white detergent Therefore, if a new washing powder appears, she will consider the cost and function of the new one, whether it smells good, does it bleach or not If after trying using, she feels it has good uses and good price, she may be ready to discard the product in use and change to use the new product It can be concluded that Vi Dan can meet her basic demands and she buys it because it is very cheap But if there has a better new product, she will not be loyalty to Vi Dan anymore c Object Name: Tran Thu Huyen  Age: 18 Occupation: Student Pre-purchasing Product: Huyen is a student so she buys the package with a net weight of 3kg in order to use for a month She of course used some washing powders such as Omo or Ariel The same as two above objects, she does not care about the design and color of the package Price: She feels that the price of Vi Dan is extremely cheap As a student like her, this price is very reasonable for her to buy and use for a long time Although the quality is still important, the price totally has advantages and has a great influence on her buying decision Promotion: Huyen is still young, so she is easy to be persuaded by the salesman For example, testing to stain a t-shirt and wash it immediately She may rapidly believe in that product and have ability to buy a package to try Nonetheless, she does not have impression on any advertisements of washing powders Place: Huyen trusts the detergent at the supermarket more than the grocery store She thinks that grocery store may sell to her the counterfeit and pirated products, product quality is not guaranteed  Purchasing Though Huyen is a student, she is unaffected by the next other product with incentives (included cup, basket, chopsticks ) and discounts, she still selects the product in use because at that time she has alreadly had the loyalty to the product In addtion, minimalistic package attracts her more because she is a person 16 who loves simplicity It is no doubt that if the net weight of her product in use is sold out, she will still choose that product with the different net weight She is not ready to try a new product instead  Post-purchasing After using Vi Dan washing powder, she has some evaluations about it These evaluations is relatively true about the product She says that, its quality is poorer than other brands, stains are not cleanly washed, the smell is not fragrant Furthermore, if she does not expose clothes to the sun, the clothes will smell musty According to the above situation: If you went to store and just saw two kinds of washing powder: Vi Dan and the another one which you had never used Which would you buy? She gives the answer that she still choose to buy Vi Dan because she is not sure if the other unused product is good or not How if it was worse than Vi Dan? This behavior shows that she is not ready to change to a new product Therefore, she will use a safe choice with the product she already knows about d The outstanding features of Vi Dan through online survey The first feature is the orange package Orange is a hot color gamut It represents happiness and warmth Orange is highly accepted by young people Orange is also a color which wants to show off Therefore, if Vi Dan’s washing powder package which is placed on booths is orange, it will attract and get attention from many eyes of people The second feature is the cheap price In the product evaluation process, price becomes something that comes to the fore Although people want the best, not everyone can afford the best Therefore, cheap price is the best selection for them In addition, consumers will choose the goods with cheap price to save money Even if they can afford to buy more expensive products, they may not want to waste money because washing powder is just an essential item anyway The third feature is the big marketing on media and social network There has many advertisements on TV, specifically on VTV1 and VTV3 There also has many advertisements on Youtube and online banners Vi Dan was born to compete with Omo and Tide In a short time, consumers all know it The fourth feature is the quality This depends on personal view, so the survey has two different results The first person likes its pure smell However, she still has to use another detergent to remove the stains After that, it brings good effect but harms to hand skin, she does not use that another detergent anymore But the second person takes the opposite view, she says that, its quality is poorer than other brands, stains are not clearly washed, the smell is not fragrant Furthermore, if she does not expose clothes to the sun, the clothes will smell musty Analyzing the behavior of two housewives through practical observation (influencing factors: design, layout, promotion, gifts) The practical observation taked place at 15:00 on Saturday, March 27th 2021 It occured at Huynh Tan Phat Co.op Mart (Address: 80/4A Huynh Tan Phat, Phu My Ward, District 7, Ho Chi Minh City) At the laundry detergent stall, there had two housewives who were choosing Ariel washing powder Through 17 listening to the conversation of two housewives and watching all the washing powder products layout, it could draw out some factors influencing the consumer buying behavior Firstly, promotions attracted them at first sight They specially cared about promotion of products It was not difficult to see that the Ariel washing powder had attached gifts such as laundry water package with the same brand In front of the product, there had a yellow price list which showed that if they bought that product, they would save about 23.000 VND They seemed to pay much attention to the yellow price list rather than the discount put directly on the product package This can prove that, the products had a yellow price was more attracted than the products had white price list to be placed normally Also, the discount on the yellow price list brought a sense of having a good deal Secondly, display method was also a factor which could get consumer’s eyes Ariel put its washing powder overhang so that two housewives could easily see it In addtion, not only Ariel but also Omo, Surf have the sparkling lights on the booths so that their products were extremely outstanding among others Moreover, these products such as Omo, Ariel, Surf, Tide and Select (Coop’s detergent) are all placed in a prominent position (just within sight), while products like VF, Lix, Net, Attack was located at the bottom of the display shelf According to the above observations, it can be prove that product position played an important role in attracting the attention of the consumers while the products with too low or too high position would not have this advantage Thirdly, the design of the package was also equally important Compared to other brightly colored laundry detergents’ packages such as red or blue lined up in the stalls, Ariel washing powder’s package was white predominantly This made Ariel more eye-catching when it was arranged next to other products Althrough when being asked about an interest in the package factor, most of the consumers would say no, but by observing how the package and package’s color attracted them, this happened unconditionally 18 V RECOMMENDATION Nowadays, Vi Dan washing powder brand is becoming unfamiliar with the customers, especially with the South Viet Nam ones Although they offer more reasonable price than other opponents, they did not have customer’s attention There are some recommendations for VICO company to solve above problems Rising customer’s awareness strategy Joining trade fairs is one of methods to approach more customers naturally In this event, company can give product’s information to the customers and receive feedback from them at the same time After customers had experiences in trade fairs, they will remember Vi Dan images and important information which will contribute customer’s buying motivation in the future Marketing channels strategy In the busy life, customers tend to purchase the products which are convenient to buy However, Vi Dan is just existed in some small local stores and supermarket instead of well-known supermarket systems Therefore, customers will be hard to find Vi Dan products in their residential areas; consequently, they choose alternative products from other brands which are available The company need to cooperate with some famous supermarkets such as Vinmart and hypermarkets such as Co.op Mart, Lotte Mart These partners had already system cover Viet Nam market As a result, customers are able to purchase Vi Dan easier in every region in Viet Nam even metropolis or distance areas With technology development helping, Vico can maximize their market coverage by e-commerce flatforms like Shopee, Lazada, Tiki, Sendo… This method can help them gain market share faster than traditional way Display strategy The solutions are based on Surf products - products that have the same target market as Vi Dan Both of them have cheap price for low-income people and households Recently, Vi Dan washing powder is displaying in lower, narrower and hard to see positions in grocery stores and supermarkets compare with other brands VICO company needs to put their products in customer’s eye view spaces with more lights on booths to attract more customer’s attention Besides that, discount notices need to be put in supermarket lines by yellow price lists instead of white price lists even they have printed in packages If possbile, the company can expand the booths to get more attraction so that they can have the affect like Ariel products 19 ... bactericidal and environmental friendly Robot star Vi Dan washing powder is one of the key products of VICO when it contributes a big part in the development of the company II IN-DEPTH INTERVIEW INFORMATION... INFORMATION Title of research Vi Dan? ??s consumer behavior research Problem The Vi Dan detergent is out of the Vietnam washing powder market share and slowly being forgotten by the consumers Research... in the central region Vi Dan is a product of VICO Co., Ltd., produced by Vietnamese people, so Vi Dan is made for Vietnamese, brearing Vietnamese cultural styles Hence Vi Dan has cited that segment: