Report shampoo vietnam may 2014

Shampoo Market Tracking survey on 2014 Date: 11th June 2014 Table of content A – Research Background Page B – Research Design Page C – Respondent profile Page D – Key findings Page - E – Detail findings Page 10 - 21 A Research background Following up with the data presented in Q4/2012, W&S conducted internal research for shampoo market in Q1/2014 to track the data The survey is conducted focus on following points: ■Usage and Attitude Frequency of washing hair, important factors for product choice, purchase places, frequency of purchasing shampoo, type of packaging and volume ■Brand awareness Top-of-mind, total spontaneous and total awareness B Research design Research Method Online research Fieldwork Period May 2014 Research Area Nationwide Respondent Criteria Male & Female aged 16 and over, main decision maker and buy for personal care products Sample Size 470 samples Number of Questions Screening questions and Main Questions Survey Content Screening Frequency of washing hair, Living place, Age, Gender, Marital Status, Monthly Household Income, Decision maker and buyer Main Study Important factors for choosing shampoo, Purchase places & Reasons for choosing, Frequency of buying shampoo, Amount of money paid for once buying, Type of packaging, Brand awareness C Respondent profile ■Gender ■Age 16 - 19 years old 5.1 4.7 20 - 29 years old 23.0 44.7 Male Female 55.3 30 - 39 years old 67.2 40 years old and above ■Current living city and province ■Monthly household income 19.4 41.7 47 Nothern Lower income (~ million VND) 41.5 Middle income (7 ~ Central 15 million VND) Southern Upper income (15 39.1 11.3 million VND ~) D Key findings ■Frequency of washing hair Nearly out of 10 people who were asked wash their hair [4 – times per week and more] Male respondents are likely to wash hair more frequently than female ones In fact, 97.6% males wash their hair [4 – times per week and more] while 53.5% females are [2 – times per week and less than] ■Important factors for product choice Generally, functional factors concern respondents most In which, [Not itchy] and [Clean scalp] stand out of important factors when choosing a shampoo product with the mean of 4.37 and 4.31 respectively The next one are [Healthy and strong hair] and [Hair damage prevention] with respective mean of 4.24 and 4.19 ■Purchase places [Supermarket] leads distribution channels for buying shampoo products, accounting for 86.2%, followed by [Grocery] at 57.7% Respondents living in Southern area and with upper income go to [Supermarket] more than other places to buy shampoo products D Key findings ■Frequency of purchasing shampoo A few respondents purchase shampoo products [Regularly] (7.7%) Male respondents purchase more frequently which is at least [Once a month] while female ones are [Once per – months] ■Purchase price [50,000 – 100,000 VND] is the average rate that 38.9% respondents usually pay for once buying shampoo products The next one is [100,001 – 150,000 VND] at 25.5% ■Type of packaging and Volume [301 – 500 ml] is mostly purchased for bottle packaging at 23.9% Besides, 15.2% purchase the size of [Over 900 ml] Apart from the size of [301 – 500 ml], 19.8% female respondents often buy [Over 900 ml] while males buy [101 – 200 ml] with 16.4% [Under 10 ml] gains the highest percentage for pack packaging at 65.3% For Tube, nearly out of 10 respondents buy the size of [51 – 100 ml], followed by [101 – 200 ml] at 25.9% D Key findings ■Top-of-mind shampoo brands [Clear] is mostly recalled by 39.1% respondents The next one are [Sunsilk] and [Head & Shoulder] with respective percentage of 18.9% and 10.6% [Clear] is likely to have stronger awareness in male group with 51.0% ■Total spontaneous [Clear] is doing well when reaches 79.4% spontaneous awareness of the surveyed people, followed by [Sunsilk] [Sunsilk] is more familiar with female respondents when it gains 79.2% of total spontaneous awareness ■Total awareness More than out of 10 people who were asked know [Clear] The next brands are [Sunsilk] and [Head & Shoulders] at 90.9% and 88.9% respectively [Sunsilk] and [Clear] lead total awareness with the same percentage of 96.2% of female respondents E Detail findings Usage and Attitude Brand awareness Frequency of washing hair Q Please tell us how often you wash your hair? [SA]  Nearly out of 10 people who were asked wash their hair [4 – times per week and more]  Male respondents are likely to wash hair more frequently than female ones In fact, 97.6% males wash their hair [4 – times per week and more] while 53.5% females are [2 – times per week and less than] 60.0 48.7 40.0 30.4 14.7 20.0 6.0 0.2 0.0 n More than once a day Percent Total – Living Place Northern Central Southern - Gender Male Female - Age 16 – 19 years old 20 – 29 years old 30 – 39 years old 40 years old and over – Marital Status Single Married Widowed / Divorced Others – Monthly Household Income Lower income (~ million VND) Middle income (7 ~ 15 million VND) Upper income (15 million VND ~) 4-6 times per week Every day Percent 2-3 times per week Percent Once a week Percent Percent - times per week and more -3 times per week and less Percent Percent 470 6.0 48.7 14.7 30.4 0.2 69.4 30.6 196 53 221 5.6 11.3 43.4 43.4 54.8 16.8 9.4 14 34.2 35.8 25.8 0 0.5 65.8 64.2 73.8 34.2 35.8 26.2 210 260 12.9 0.4 80.5 23.1 4.3 23.1 2.4 53.1 0.4 97.6 46.5 2.4 53.5 22 316 108 24 9.1 6.3 5.6 50 47.5 50.9 54.2 18.2 13.9 19.4 18.2 32.3 24.1 45.8 4.5 0 77.3 67.7 75.9 54.2 22.7 32.3 24.1 45.8 298 162 8.1 2.5 0 47 50 77.8 100 14.8 14.8 11.1 29.9 32.7 11.1 0.3 0 69.8 67.3 88.9 100 30.2 32.7 11.1 0.0 91 184 195 11 4.9 4.6 44 45.7 53.8 14.3 19 10.8 29.7 30.4 30.8 1.1 0 69.2 69.6 69.2 30.8 30.4 30.8 10 Important factors Q Please tell us what factors concerning you when choosing a shampoo product? [Matrix SA]  Generally, functional factors concern respondents most In which, [Not itchy] and [Clean scalp] stand out of important factors when choosing a shampoo product with the mean of 4.37 and 4.31 respectively The next one are [Healthy and strong hair] and [Hair damage prevention] with respective mean of 4.24 and 4.19 5.00 4.16 4.24 4.31 4.37 4.10 4.00 3.81 4.19 4.01 3.50 3.33 3.84 3.20 2.73 3.00 3.11 2.00 1.00 0.00 Percentage of 10% higher than the Total Total – Living Place Northern Central Southern - Gender Male Female - Age 16 – 19 years old 20 – 29 years old 30 – 39 years old 40 years old and over – Marital Status Single Married Widowed / Divorced Others – Monthly Household Income Lower income (~ million VND) Middle income (7 ~ 15 million VND) Upper income (15 million VND ~) Hair Healthy falling and preventio strong n n hair Mean Mean 470 4.16 4.24 Clean scalp Removin Good g dirt Not itchy foaming from hair Mean 4.31 Mean 4.10 Mean 3.33 Mean 4.37 Hair Internati Recycled Nice damage Prestigio Famous Reasona onal packagin packagin preventio us brand brand ble price brand g g n Mean Mean Mean Mean Mean Mean Mean Mean 3.81 4.19 4.01 3.50 3.20 3.84 2.73 3.11 Aroma 196 53 221 4.14 4.30 4.14 4.24 4.32 4.22 4.35 4.45 4.25 4.14 4.19 4.05 3.41 3.30 3.26 4.40 4.51 4.32 3.83 3.83 3.78 4.16 4.38 4.18 4.02 4.00 4.00 3.51 3.36 3.53 3.23 3.08 3.20 3.87 3.92 3.80 2.68 2.66 2.79 3.10 3.06 3.13 210 260 4.08 4.23 4.23 4.25 4.30 4.33 4.06 4.13 3.39 3.28 4.39 4.36 3.90 3.73 4.10 4.27 4.01 4.00 3.64 3.39 3.34 3.08 3.80 3.88 2.83 2.65 3.16 3.07 22 316 108 24 4.59 4.14 4.10 4.38 4.59 4.22 4.22 4.29 4.64 4.27 4.36 4.38 4.59 4.07 4.09 4.17 3.23 3.31 3.37 3.38 4.68 4.35 4.35 4.46 3.91 3.75 3.94 3.88 4.50 4.19 4.13 4.25 4.09 4.00 4.02 4.00 3.55 3.49 3.53 3.54 3.32 3.18 3.22 3.29 4.09 3.85 3.77 3.83 2.82 2.69 2.81 2.83 3.00 3.08 3.19 3.21 298 162 4.16 4.12 4.78 4.00 4.23 4.24 4.67 4.00 4.29 4.35 4.67 3.00 4.07 4.14 4.44 4.00 3.31 3.35 3.67 3.00 4.36 4.39 4.78 4.00 3.78 3.85 4.00 3.00 4.20 4.16 4.67 4.00 3.98 4.03 4.67 4.00 3.49 3.51 3.67 4.00 3.18 3.23 3.22 4.00 3.83 3.85 4.00 4.00 2.68 2.81 2.89 3.00 3.05 3.20 3.33 4.00 91 184 195 4.12 4.17 4.17 4.24 4.24 4.24 4.27 4.29 4.36 4.18 4.03 4.13 3.43 3.29 3.31 4.37 4.39 4.36 3.75 3.85 3.79 4.14 4.20 4.21 3.95 3.93 4.11 3.44 3.52 3.52 3.20 3.18 3.22 3.91 4.01 3.66 2.78 2.71 2.72 3.07 3.15 3.09 11 Purchase places Q Please tell us where you often buy shampoo product? [MA]  [Supermarket] leads distribution channels for buying shampoo products, accounting for 86.2%, followed by [Grocery] at 57.7%  Respondents living in Southern area and with upper income go to [Supermarket] more than other places to buy shampoo products 100 86.2 80 57.7 60 43.4 33.8 40 23.8 20 4.5 2.8 5.7 Online shopping website One-price store Hair salon Others Percent Percent Percent Percent 0.4 n Total – Living Place Northern Central Southern - Gender Male Female - Age 16 – 19 years old 20 – 29 years old 30 – 39 years old 40 years old and over – Marital Status Single Married Widowed / Divorced Others – Monthly Household Income Lower income (~ million VND) Middle income (7 ~ 15 million VND) Upper income (15 million VND ~) Supermarket Grocery Hairspecialized store Commercial center / Shopping mall Convenience store 470 Percent 86.2 Percent 57.7 Percent 23.8 Percent 43.4 Percent 33.8 196 53 221 83.2 77.4 91.0 58.7 69.8 53.8 29.6 20.8 19.5 43.4 49.1 42.1 210 260 84.8 87.3 60.0 55.8 14.8 31.2 22 316 108 24 81.8 86.4 88.0 79.2 54.5 63.3 48.1 29.2 298 162 84.6 88.3 100.0 100.0 91 184 195 81.3 83.2 91.3 4.5 2.8 5.7 0.4 38.3 28.3 31.2 4.1 3.8 5.0 2.0 1.9 3.6 7.7 1.9 5.0 0.0 0.0 0.9 42.4 44.2 33.8 33.8 3.3 5.4 1.9 3.5 4.8 6.5 0.0 0.8 18.2 23.1 23.1 41.7 40.9 40.8 49.1 54.2 22.7 38.3 24.1 29.2 9.1 3.8 5.6 4.2 4.5 2.2 3.7 4.2 9.1 4.7 6.5 12.5 0.0 0.3 0.9 0.0 59.4 56.8 22.2 0.0 22.8 25.3 33.3 0.0 39.9 50.6 33.3 0.0 34.9 32.7 11.1 100.0 3.7 5.6 11.1 0.0 2.7 2.5 11.1 0.0 4.7 7.4 11.1 0.0 0.0 1.2 0.0 0.0 65.9 55.4 55.9 15.4 23.9 27.7 34.1 41.3 49.7 29.7 32.6 36.9 4.4 3.3 5.6 2.2 3.3 2.6 4.4 6.5 5.6 0.0 0.5 0.5 12 Frequency of purchasing shampoo Q Please tell us how often you re-purchase shampoo brand? [SA]  A few respondents purchase shampoo products [Regularly] (7.7%)  Male respondents purchase more frequently which is at least [Once a month] while female ones are [Once per – months] 60 39.6 35.5 40 20 10.6 3.2 4.5 More than once a week Once a week 6.6 n Less than once Once per - Once per - Regular Once a month per months weeks months (Code ~ 2) once a week Normal (Code ~ 4) Rarely (Code ~ 6) Percentage of 10% higher than the Total Total – Living Place Northern Central Southern - Gender Male Female - Age 16 – 19 years old 20 – 29 years old 30 – 39 years old 40 years old and over – Marital Status Single Married Widowed / Divorced Others – Monthly Household Income Lower income (~ million VND) Middle income (7 ~ 15 million VND) Upper income (15 million VND ~) 470 3.2 4.5 10.6 39.6 35.5 6.6 7.7 50.2 42.1 196 53 221 2.0 7.5 3.2 2.0 7.5 5.9 14.3 13.2 6.8 37.2 37.7 42.1 37.8 32.1 34.4 6.6 1.9 7.7 4.1 15.1 9.0 51.5 50.9 48.9 44.4 34.0 42.1 210 260 4.8 1.9 6.7 2.7 14.3 7.7 42.4 37.3 28.6 41.2 3.3 9.2 11.4 4.6 56.7 45.0 31.9 50.4 22 316 108 24 4.5 3.5 2.8 0.0 13.6 4.4 1.9 8.3 0.0 12.7 8.3 4.2 36.4 39.9 40.7 33.3 36.4 33.2 42.6 33.3 9.1 6.3 3.7 20.8 18.2 7.9 4.6 8.3 36.4 52.5 49.1 37.5 45.5 39.6 46.3 54.2 298 162 3.7 2.5 0.0 0.0 5.0 3.7 0.0 0.0 10.7 10.5 11.1 0.0 39.9 38.3 44.4 100.0 34.2 38.3 33.3 0.0 6.4 6.8 11.1 0.0 8.7 6.2 0.0 0.0 50.7 48.8 55.6 100.0 40.6 45.1 44.4 0.0 91 184 195 4.4 1.6 4.1 9.9 3.8 2.6 18.7 12.0 5.6 30.8 46.2 37.4 27.5 30.4 44.1 8.8 6.0 6.2 14.3 5.4 6.7 49.5 58.2 43.1 36.3 36.4 50.3 13 Purchase price Q Please tell us how much you usually pay for once buying shampoo products on average? [SA]  [50,000 – 100,000 VND] is the average rate that 38.9% respondents usually pay for once buying shampoo products The next one is [100,001 – 150,000 VND] at 25.5% 60.0 38.9 40.0 25.5 20.0 13.2 12.1 4.0 3.4 2.8 0.0 n Total – Living Place Northern Central Southern - Gender Male Female - Age 16 – 19 years old 20 – 29 years old 30 – 39 years old 40 years old and over – Marital Status Single Married Widowed / Divorced Others – Monthly Household Income Lower income (~ million VND) Middle income (7 ~ 15 million VND) Upper income (15 million VND ~) Under 50,000 VND 50,000 - 100,000 100,001 - 150,000 150,001 - 200,000 200,001 - 250,000 250,001 - 300,000 Over 300,000 VND VND VND VND VND VND 470 13.2 38.9 25.5 12.1 4.0 3.4 2.8 196 53 221 13.8 18.9 11.3 34.7 32.1 44.3 26.0 30.2 24.0 12.8 9.4 12.2 5.1 5.7 2.7 4.6 1.9 2.7 3.1 1.9 2.7 210 260 15.2 11.5 42.9 35.8 24.8 26.2 8.6 15.0 3.8 4.2 4.3 2.7 0.5 4.6 22 316 108 24 22.7 15.8 6.5 0.0 36.4 44.3 27.8 20.8 18.2 22.8 32.4 37.5 13.6 10.8 13.9 20.8 4.5 2.2 8.3 8.3 0.0 1.9 6.5 12.5 4.5 2.2 4.6 0.0 298 162 16.1 8.0 0.0 100.0 45.0 29.0 22.2 0.0 23.5 29.6 22.2 0.0 9.1 18.5 0.0 0.0 2.7 5.6 22.2 0.0 1.3 6.2 22.2 0.0 2.3 3.1 11.1 0.0 91 184 195 28.6 13.6 5.6 42.9 40.2 35.9 17.6 27.7 27.2 5.5 10.3 16.9 2.2 3.3 5.6 2.2 2.2 5.1 1.1 2.7 3.6 14 Type of packaging and Volume Q Please tell us what packaging and what volume you usually buy? [Matrix SA]  [301 – 500 ml] is mostly purchased for bottle packaging at 23.9% Besides, 15.2% purchase the size of [Over 900 ml]  Apart from the size of [301 – 500 ml], 19.8% female respondents often buy [Over 900 ml] while males buy [101 – 200 ml] with 16.4% 60 40 23.9 20 12.8 13.9 2.4 15.2 13.5 5.9 6.3 6.1 601 - 700 ml 701 - 800 ml 801 - 900 ml - Bottle Total – Living Place Northern Central Southern - Gender Male Female - Age 16 – 19 years old 20 – 29 years old 30 – 39 years old 40 years old and over – Marital Status Single Married Widowed / Divorced Others – Monthly Household Income Lower income (~ million VND) Middle income (7 ~ 15 million VND) Upper income (15 million VND ~) n Under 10 ml 10 - 50 ml 51 - 100 ml 101 - 200 ml 201 - 300 ml 301 - 500 ml 501 - 600 ml Over 900 ml 460 0 2.4 12.8 13.9 23.9 13.5 5.9 6.3 6.1 15.2 192 50 218 0.0 0.0 0.0 0.0 0.0 0.0 3.6 0.0 1.8 8.9 24.0 13.8 15.6 10.0 13.3 22.9 20.0 25.7 13.0 14.0 13.8 7.3 2.0 5.5 8.9 2.0 5.0 7.8 10.0 3.7 12.0 18.0 17.4 207 253 0.0 0.0 0.0 0.0 1.0 3.6 16.4 9.9 15.5 12.6 25.1 22.9 12.6 14.2 6.8 5.1 6.8 5.9 6.3 5.9 9.7 19.8 21 310 105 24 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2.9 1.9 0.0 14.3 12.3 12.4 20.8 23.8 12.9 18.1 0.0 19.0 24.2 22.9 29.2 9.5 14.8 12.4 4.2 4.8 6.1 4.8 8.3 9.5 6.5 5.7 4.2 0.0 5.5 8.6 8.3 19.0 14.8 13.3 25.0 291 159 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2.1 2.5 11.1 0.0 11.7 14.5 22.2 0.0 15.1 11.3 11.1 100.0 25.1 21.4 33.3 0.0 15.8 9.4 11.1 0.0 5.5 6.9 0.0 0.0 5.2 8.8 0.0 0.0 5.5 7.5 0.0 0.0 14.1 17.6 11.1 0.0 88 180 192 0.0 0.0 0.0 0.0 0.0 0.0 4.5 2.2 1.6 13.6 12.2 13.0 12.5 14.4 14.1 22.7 28.9 19.8 15.9 12.2 13.5 8.0 3.3 7.3 4.5 6.1 7.3 4.5 3.9 8.9 13.6 16.7 14.6 15 Type of packaging and Volume Q Please tell us what packaging and what volume you usually buy? [Matrix SA]  [Under 10 ml] gains the highest percentage for pack packaging at 65.3% 80 65.3 60 34.7 40 20 0 0 0 0 101 - 200 ml 201 - 300 ml 301 - 500 ml 501 - 600 ml 601 - 700 ml 701 - 800 ml 801 - 900 ml Over 900 ml - Pack Total – Living Place Northern Central Southern - Gender Male Female - Age 16 – 19 years old 20 – 29 years old 30 – 39 years old 40 years old and over – Marital Status Single Married Widowed / Divorced Others – Monthly Household Income Lower income (~ million VND) Middle income (7 ~ 15 million VND) Upper income (15 million VND ~) n Under 10ml 10 - 50 ml 51 - 100 ml 346 65.3 34.7 0 0 0 0 146 40 160 63.7 57.5 68.8 36.3 42.5 31.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 156 190 59.6 70.0 40.4 30.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 16 240 74 16 50.0 67.1 62.2 68.8 50.0 32.9 37.8 31.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 224 115 68.8 57.4 83.3 100.0 31.3 42.6 16.7 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 79 137 130 65.8 65.7 64.6 34.2 34.3 35.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 16 Type of packaging and Volume Q Please tell us what packaging and what volume you usually buy? [Matrix SA]  For Tube, nearly out of 10 respondents buy the size of [51 – 100 ml], followed by [101 – 200 ml] at 25.9% 80 60 38.0 40 25.9 13.4 20 11.6 8.8 2.3 0 601 - 700 ml 701 - 800 ml 801 - 900 ml Over 900 ml - Tube Total – Living Place Northern Central Southern - Gender Male Female - Age 16 – 19 years old 20 – 29 years old 30 – 39 years old 40 years old and over – Marital Status Single Married Widowed / Divorced Others – Monthly Household Income Lower income (~ million VND) Middle income (7 ~ 15 million VND) Upper income (15 million VND ~) Under 10ml 10 - 50 ml 51 - 100 ml n 101 - 200 ml 201 - 300 ml 301 - 500 ml 501 - 600 ml 216 0 38.0 25.9 13.4 11.6 8.8 2.3 0 87 27 102 0.0 0.0 0.0 0.0 0.0 0.0 43.7 51.9 29.4 25.3 14.8 29.4 17.2 11.1 10.8 6.9 11.1 15.7 4.6 11.1 11.8 2.3 0.0 2.9 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 98 118 0.0 0.0 0.0 0.0 44.9 32.2 25.5 26.3 14.3 12.7 3.1 18.6 8.2 9.3 4.1 0.8 0.0 0.0 0.0 0.0 0.0 0.0 10 147 48 11 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 40.0 37.4 39.6 36.4 30.0 23.8 33.3 18.2 20.0 14.3 8.3 18.2 10.0 12.9 8.3 9.1 0.0 9.5 6.3 18.2 0.0 2.0 4.2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 132 78 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 35.6 42.3 33.3 0.0 25.0 28.2 16.7 0.0 15.9 10.3 0.0 0.0 12.9 9.0 16.7 0.0 9.1 6.4 33.3 0.0 1.5 3.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 43 90 83 0.0 0.0 0.0 0.0 0.0 0.0 37.2 37.8 38.6 25.6 27.8 24.1 16.3 11.1 14.5 11.6 13.3 9.6 7.0 6.7 12.0 2.3 3.3 1.2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 17 E Detail findings Usage and Attitude Brand awareness 18 Top-of-mind shampoo brands Q1 When mentioning about shampoo brand in Vietnam, what brands come to your mind firstly? [FA]  [Clear] is mostly recalled by 39.1% respondents The next one are [Sunsilk] and [Head & Shoulder] with respective percentage of 18.9% and 10.6%  [Clear] is likely to have stronger awareness in male group with 51.0% 100 80 60 39.1 40 20 10.2 6.2 10.6 18.9 7.9 1.1 1.7 0.2 0.4 3.6 Romano Lifebuoy Double Rich Enchanteu r Others n Total – Living Place Northern Central Southern - Gender Male Female - Age 16 – 19 years old 20 – 29 years old 30 – 39 years old 40 years old and over – Marital Status Single Married Widowed / Divorced Others – Monthly Household Income Lower income (~ million VND) Middle income (7 ~ 15 million VND) Upper income (15 million VND ~) Clear X-men Pantene Head & Shoulders Sunsilk Rejoice Dove 470 Percent 39.1 Percent 6.2 Percent 10.2 Percent 10.6 Percent 18.9 Percent 1.1 Percent 7.9 Percent 1.7 Percent 0.2 Percent 0.4 Percent 0.0 Percent 3.6 196 53 221 36.2 41.5 41.2 6.6 5.7 5.9 14.3 3.8 8.1 7.7 9.4 13.6 19.4 20.8 18.1 1.0 1.9 0.9 9.2 15.1 5.0 2.0 1.9 1.4 0.0 0.0 0.5 0.5 0.0 0.5 0.0 0.0 0.0 3.1 0.0 5.0 210 260 51.0 29.6 13.8 0.0 3.8 15.4 10.0 11.2 8.6 27.3 1.9 0.4 3.3 11.5 3.8 0.0 0.0 0.4 0.5 0.4 0.0 0.0 3.3 3.8 22 316 108 24 54.5 39.9 38.0 20.8 4.5 6.0 7.4 4.2 9.1 8.9 12.0 20.8 0.0 9.8 14.8 12.5 13.6 19.9 17.6 16.7 4.5 0.6 0.9 4.2 9.1 9.5 2.8 8.3 0.0 1.9 1.9 0.0 0.0 0.3 0.0 0.0 0.0 0.3 0.9 0.0 0.0 0.0 0.0 0.0 4.5 2.8 3.7 12.5 298 162 39.3 39.5 22.2 100.0 6.4 5.6 11.1 0.0 8.4 14.2 0.0 0.0 9.4 11.7 33.3 0.0 21.1 16.0 0.0 0.0 0.7 1.9 0.0 0.0 8.1 6.2 33.3 0.0 1.7 1.9 0.0 0.0 0.3 0.0 0.0 0.0 0.3 0.6 0.0 0.0 0.0 0.0 0.0 0.0 4.4 2.5 0.0 0.0 91 184 195 37.4 40.2 39.0 7.7 7.1 4.6 6.6 9.2 12.8 8.8 7.6 14.4 17.6 21.2 17.4 2.2 1.6 0.0 15.4 6.5 5.6 0.0 2.7 1.5 0.0 0.5 0.0 0.0 0.5 0.5 0.0 0.0 0.0 4.4 2.7 4.1 19 Total spontaneous Q1 When mentioning about shampoo brand in Vietnam, what brands come to your mind firstly? [FA]  [Clear] is doing well when reaches 79.4% spontaneous awareness of the surveyed people, followed by Sunsilk  [Sunsilk] is more familiar with female respondents when it gains 79.2% of total spontaneous awareness 100 79.4 80 68.1 60 42.6 46.2 43.4 32.1 40 31.5 22.1 21.3 6.8 8.1 8.5 Romano Lifebuoy Double Rich Enchanteu r 20 n Total – Living Place Northern Central Southern - Gender Male Female - Age 16 – 19 years old 20 – 29 years old 30 – 39 years old 40 years old and over – Marital Status Single Married Widowed / Divorced Others – Monthly Household Income Lower income (~ million VND) Middle income (7 ~ 15 million VND) Upper income (15 million VND ~) Clear X-men Pantene Head & Shoulders Sunsilk Rejoice Dove Others 470 Percent 79.4 Percent 32.1 Percent 42.6 Percent 46.2 Percent 68.1 Percent 31.5 Percent 43.4 Percent 21.3 Percent 6.8 Percent 8.1 Percent 8.5 Percent 22.1 196 53 221 79.1 83.0 78.7 32.1 28.3 33.0 46.9 37.7 39.8 33.7 45.3 57.5 68.9 75.5 65.6 28.1 32.1 34.4 48.5 49.1 37.6 18.9 34.0 20.4 3.1 5.7 10.4 8.7 5.7 8.1 10.7 11.3 5.9 20.9 20.8 23.5 210 260 81.4 77.7 61.0 8.8 26.7 55.4 41.4 50.0 54.3 79.2 25.7 36.2 24.3 58.8 41.9 4.6 8.6 5.4 2.9 12.3 3.8 12.3 20.0 23.8 22 316 108 24 95.5 80.1 77.8 62.5 27.3 33.9 28.7 29.2 63.6 40.2 44.4 45.8 59.1 46.5 44.4 37.5 68.2 70.3 61.1 70.8 45.5 31.0 30.6 29.2 45.5 46.2 33.3 50.0 18.2 23.7 14.8 20.8 0.0 7.3 7.4 4.2 0.0 10.1 3.7 8.3 4.5 8.2 7.4 20.8 9.1 22.8 24.1 16.7 298 162 79.5 79.0 77.8 100.0 32.9 30.9 22.2 100.0 43.0 42.6 33.3 0.0 46.6 45.7 44.4 0.0 68.5 67.3 77.8 0.0 30.9 32.7 33.3 0.0 43.0 42.6 77.8 0.0 23.8 15.4 33.3 100.0 7.0 6.8 0.0 0.0 10.7 3.7 0.0 0.0 7.4 10.5 11.1 0.0 23.5 18.5 33.3 100.0 91 184 195 79.1 75.5 83.1 37.4 29.3 32.3 33.0 46.2 43.6 42.9 44.6 49.2 71.4 65.2 69.2 34.1 27.7 33.8 47.3 45.1 40.0 22.0 21.7 20.5 3.3 5.4 9.7 9.9 7.1 8.2 4.4 9.8 9.2 26.4 20.1 22.1 20 Total awareness Q Please tell us what shampoo brands you know in the list below? [MA]  More than out of 10 people who were asked know [Clear] The next brands are [Sunsilk] and [Head & Shoulders] at 90.9% and 88.9% respectively  [Sunsilk] and [Clear] lead total awareness with the same percentage of 96.2% of female respondents 100 95.5 88.1 78.9 88.9 90.9 85.7 86.0 84.3 82.8 73.6 80 77.9 60 40 20 4.0 n Total – Living Place Northern Central Southern - Gender Male Female - Age 16 – 19 years old 20 – 29 years old 30 – 39 years old 40 years old and over – Marital Status Single Married Widowed / Divorced Others – Monthly Household Income Lower income (~ million VND) Middle income (7 ~ 15 million VND) Upper income (15 million VND ~) Clear X-men Pantene Head & Shoulders Sunsilk Rejoice Dove Romano Lifebuoy Double Rich Enchanteu r Others 470 Percent 95.5 Percent 88.1 Percent 78.9 Percent 88.9 Percent 90.9 Percent 85.7 Percent 86 Percent 84.3 Percent 73.6 Percent 82.8 Percent 77.9 Percent 4.0 196 53 221 97.4 92.5 94.6 89.8 90.6 86.0 81.6 73.6 77.8 90.3 81.1 89.6 92.3 84.9 91.0 87.8 73.6 86.9 90.3 81.1 83.3 87.8 84.9 81.0 73.0 69.8 75.1 87.2 79.2 79.6 84.7 73.6 72.9 3.1 5.7 4.5 210 260 94.8 96.2 92.9 84.2 65.7 89.6 84.3 92.7 84.3 96.2 78.6 91.5 76.2 93.8 87.1 81.9 64.8 80.8 72.9 90.8 62.9 90.0 2.9 5.0 22 316 108 24 90.9 96.5 94.4 91.7 77.3 88.6 88.9 87.5 77.3 77.2 84.3 79.2 86.4 87.7 92.6 91.7 81.8 92.1 88.9 91.7 72.7 85.8 89.8 79.2 72.7 86.1 87.0 91.7 68.2 85.8 87.0 66.7 59.1 73.7 77.8 66.7 63.6 82.9 88.0 75.0 54.5 78.8 83.3 62.5 4.5 4.7 1.9 4.2 298 162 96.0 94.4 100.0 100.0 86.2 91.4 88.9 100.0 77.5 81.5 88.9 0.0 88.3 90.1 100.0 0.0 91.6 89.5 100.0 0.0 83.9 89.5 88.9 0.0 83.2 90.1 100.0 100.0 82.9 86.4 88.9 100.0 70.8 79.6 66.7 0.0 81.2 86.4 77.8 0.0 75.5 82.7 77.8 0.0 4.4 3.1 11.1 0.0 91 184 195 96.7 94.0 96.4 83.5 87.5 90.8 70.3 81.0 81.0 84.6 87.5 92.3 92.3 89.1 91.8 83.5 84.2 88.2 82.4 85.3 88.2 78.0 84.8 86.7 61.5 73.4 79.5 78.0 82.1 85.6 72.5 75.5 82.6 3.3 4.3 4.1 21 W&S Joint Stock Company is a 100% Japanese investment Our main professions are ‘Online market research’, ‘Web creative’ and ‘Web marketing’ Online research is conducted based on Vinaresearch – our actively managed over 140,000 members panel with various segmentations across Vietnam FOR FURTHER INQUIRIES, PLEASE CONTACT: W&S Joint Stock Company » Address: Floor 10, 40 Pham Ngoc Thach St., District 3, HCMC » Office phone: (848) 38 223 215 Fax: (848) 38 223 216 » Email: info@vinaresearch.jp » Website: http://vinaresearch.jp/ The copyright of this report belongs to W&S Joint Stock Company The results (analyzing, wording, data, tables and graphs) of this survey can be publicly used, but must be cited and sourced from W&S Joint Stock Company (also include its website address http://vinaresearch.jp)