Viettrack market rearch top line

Viettrack market rearch top line

Market research top-lineMarket research top-line No.3 – May - 2009 Vietnam regional differences - HCMC, Hanoi, Central (Danang), Mekong Delta (Can Tho) in brand attitudes, service requirement, price sensitivity, channel preference and A&P preferences. HIGHLIGHTS: Quantitative research techniques HCMC HA NOI DANANG CANTHO About  Viettrack is a monthly market research top-line developed by FTA research & consultant Vietnam in conjunction with ESOMAR (World Research Association with over 5,000 members across 100 countries).  Viettrack aims to:  Provide snapshots on Vietnam consumers based on panel of 2,000 Vietnamese consumers across 6 key cities (HCMC, Hanoi, Danang, Cantho, Haiphong, Nhatrang)  Explain market research terms, usage, application, methodologies for Vietnam market  Introduce new developments in market research worldwide and Asia Pacific region.  Interact with marketers in Vietnam on approach and direction for a most effective and value for investment usage of market research. Eventually, this would help reduce marketing failures and expand the research industry in Vietnam  Viettrack is a monthly market research top-line developed by FTA research & consultant Vietnam in conjunction with ESOMAR (World Research Association with over 5,000 members across 100 countries).  Viettrack aims to:  Provide snapshots on Vietnam consumers based on panel of 2,000 Vietnamese consumers across 6 key cities (HCMC, Hanoi, Danang, Cantho, Haiphong, Nhatrang)  Explain market research terms, usage, application, methodologies for Vietnam market  Introduce new developments in market research worldwide and Asia Pacific region.  Interact with marketers in Vietnam on approach and direction for a most effective and value for investment usage of market research. Eventually, this would help reduce marketing failures and expand the research industry in Vietnam Market research top-line Regional differences: - brand attitude Regional differences: - brand attitude FIGURES OF THE MONTH 95 89 50 82 5 11 50 18 AGREE DO NOT AGREE % Hanoi consumers tend to be least loyal; they adopt new brand much more frequently compared to other cities. HCMC HANOI “I seldom switch brand” FTA Viettrack panel - May 2009 95 89 50 82 5 11 50 18 AGREE DO NOT AGREE HANOI DANANG CANTHO FIGURES OF THE MONTH 76 63 69 73 24 37 31 27 AGREE DO NOT AGREE Consumers in the South (HCMC, Can Tho) seem to be more environmentally conscious HCMC % “I like to buy products which are environmentally friendly” FTA Viettrack panel - May 2009 76 63 69 73 24 37 31 27 AGREE DO NOT AGREE HANOI DANANG CANTHO FIGURES OF THE MONTH 88 64 65 66 12 36 35 34 AGREE DO NOT AGREE Can Tho consumers are least in terms of seeking brand “badge value” HCMC % “I like to use well known premium brands” FTA Viettrack panel - May 2009 88 64 65 66 12 36 35 34 AGREE DO NOT AGREE HANOI DANANG CANTHO FIGURES OF THE MONTH 78 76 59 83 22 24 41 17 AGREE DO NOT AGREE HCMC consumers would tend to trust and rely on their first experience with a brand while Hanoi consumers are selecting harder and could change their mind several times during their purchase process. HCMC HANOI % “First impression on a brand is important” FTA Viettrack panel - May 2009 78 76 59 83 22 24 41 17 AGREE DO NOT AGREE HANOI DANANG CANTHO Market research top-line Regional differences: - service preference Regional differences: - service preference FIGURES OF THE MONTH 38 61 66 48 62 39 34 52 AGREE DO NOT AGREE Privilege required seem to increase from South to North HCMC % “Treated as VIP is what I prefer” FTA Viettrack panel - May 2009 38 61 66 48 62 39 34 52 AGREE DO NOT AGREE HANOI DANANG CANTHO FIGURES OF THE MONTH 74 67 70 80 26 33 30 20 AGREE DO NOT AGREE Southern consumers are strongly rejecting bad service attitude HCMC % “Service attitude is even more important than product itself” FTA Viettrack panel - May 2009 74 67 70 80 26 33 30 20 AGREE DO NOT AGREE HANOI DANANG CANTHO . Market research top- lineMarket research top- line No.3 – May - 2009 Vietnam regional differences -. this would help reduce marketing failures and expand the research industry in Vietnam  Viettrack is a monthly market research top- line developed by FTA