Final Report Playah’s Condom Consumer Behavior Audit.pdf

In Vietnam, however, the condom industry presents a unique paradox: while the population is young, digitally active, and increasingly open- minded, social stigma and cultural conservatis

SUBJECT CUSTOMER’S PSYCHOLOGY BEHAVIOR

LECTURER PHAM NGOC MINH CHAU

TABLE OF CONTENT

OPENING The global condom market has seen consistent growth in recent years, driven by

increasing awareness of sexual health, rising demand for protection against sexually

transmitted infections (STIs), and greater acceptance of contraceptive methods among

younger generations In Vietnam, however, the condom industry presents a unique

paradox: while the population is young, digitally active, and increasingly open-

minded, social stigma and cultural conservatism continue to limit open discussions

and purchasing behavior around sexual wellness products These challenges, though

daunting, also open the door to bold, purpose-driven brands that can reframe the

conversation

PlayAh emerged in this context as a homegrown Vietnamese condom brand that

set out to break stereotypes and redefine the role of condoms—not merely as tools for

protection, but as lifestyle accessories that represent confidence, safety, and self-

expression The brand was founded by a group of young Vietnamese entrepreneurs

who recognized the disconnect between traditional condom branding and the

expectations of Gen Z and Millennial consumers Rather than following the path of

clinical, discreet, and often awkward condom marketing, PlayAh chose to embrace

humor, openness, and vibrant design—offering a new narrative that positions safe sex

as both empowering and cool

PlayAh’s main strategy centers around youth-focused branding, emotional

engagement, and digital-first distribution Through playful packaging, relatable social

media campaigns, and active engagement with influencers and _ sex-positive

communities, PlayAh has successfully positioned itself as a progressive, culturally

resonant alternative in the market

This report was developed to explore the marketing environment and consumer

behavior surrounding PlayAh, and to understand how both external factors (such as

culture, competition, and macro trends) and internal factors (like consumer

psychology, perception, and decision-making processes) affect the brand’s growth and

positioning PlayAh was chosen for analysis not only because of its local origin and

bold approach, but also due to its relevance as a case study in navigating conservative

markets with moder, value-driven branding

The report is structured to include an in-depth audit of the macro and micro

marketing environments, an analysis of consumer behavior through psychological and

situational lenses, and an evaluation of the brand’s current positioning and decision-

making strategy The final section offers strategic recommendations based on insights

drawn from both theory and market data, with the goal of supporting PlayAh’s

continued success and expansion in Vietnam’s evolving sexual wellness landscape

1.1.2 Psychographic

From a psychographic perspective, PlayAh appeals to consumers who embody a modern, socially active lifestyle These individuals are typically engaged with nightlife, pop culture, fashion, and social media trends They tend to possess personality traits such as open-mindedness, confidence, and a willingness to explore intimacy without shame The brand resonates with those who value sexual wellness, self-expression, and a sense of individuality Consumers are drawn to PlayAh not just for its functionality but for its emotional and aesthetic appeal Unlike conventional condom brands, which may be perceived as sterile or clinical, PlayAh is widely seen

as bold, fun, and culturally relevant—qualities that set it apart and deepen brand affinity

1.1.3 Behavioral

In terms of behavioral segmentation, PlayAh’s target market includes medium to frequent condom users, particularly those engaged in casual or steady sexual relationships The benefits sought from the product extend beyond protection; users also look for enhanced pleasure, emotional empowerment, and playful brand experiences The brand serves a diverse consumer base—including first-time users seeking comfort, brand switchers looking for fresher alternatives, and loyal users who identify with PlayAh’s tone and values Most purchases occur through digital channels, although convenience stores and lifestyle collaborations also facilitate spontaneous, impulse-driven buying behavior The brand’s narratve-driven communication fosters moderate to high brand loyalty, especially among those who connect with its inclusive messaging and contemporary design

1.1.4 Demographic

Demographically, PlayAh focuses primarily on individuals aged 18 to 30 years old, encompassing sexually active university students, young professionals, and fresh graduates The brand is inclusive of all genders but tends to emphasize male users as the primary purchasers PlayAh is positioned to attract middle-income earners—those who are price-conscious but still willing to invest in quality and aesthetics In terms of education, the brand resonates with high school graduates and college-educated consumers who are more informed about sexual health and more likely to view condom usage as a responsible and empowering choice While the brand primarily targets single individuals and those in dating relationships, it also appeals to open- minded couples seeking a more playful and modern approach to intimacy

1.2 Internal influences

1.2.1 Perception

Consumer perception plays a vital role in shaping PlayAh’s brand identity Most consumers view Play Ah as bold, fun, and forward-thinking This is due in large part to Its striking packaging design, playful tone, and emphasis on sexual positivity Unlike traditional condom brands that often adopt a clinical or formal aesthetic, PlayAh opts for a youthful and inclusive visual style This enhances its perception as a brand that not only promotes safe sex but does so in a way that aligns with progressive and empowering social values

1.2.2 Learning and Memory

PlayAh builds strong brand recall through its digital presence and content strategy Young consumers often discover the brand through social media campaigns, influencer unboxing videos, or humorous and relatable content such as memes These emotionally engaging experiences contribute to long-term memory retention and shape future purchasing behavior Users who have positive initial experiences with PlayAh are more likely to make repeat purchases Over time, these repeated interactions create a strong brand association in the consumer’s memory and encourage loyalty

1.2.3 Motivation and Personality

Consumers are often driven to purchase condoms based on a combination of emotional and practical motivations, including safety, pleasure, self-confidence, and a sense of responsibility PlayAh taps into these motivations not just through product features but by framing condom use as an act of self-expression and empowerment The brand especially attracts individuals with open, curious, and adventurous personalities who are eager to try new products and embrace modern ideals By offering a range of product variations, ranging from ultra-thin, dotted, to delay-

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enhancing types,PlayAh caters to consumers who seek novelty and variety in their intimate experiences

1.2.4 Attitudes, Self-Concept, and Lifestyle

PlayAh appeals to consumers with progressive, body-positive attitudes who believe that sexual wellness is an important aspect of self-care These individuals typically identify with a modern self-concept that emphasizes being informed, stylish, and in control PlayAh's branding reinforces this identity, encouraging consumers to see condom use not as an obligation but as a smart and “cool” choice The brand fits seamlessly into urban lifestyles that are fast-paced, tech-savvy, image-conscious, and socially aware It normalizes the idea that buying condoms is not embarrassing but rather a sign of self-respect and maturity

Despite the lack of comprehensive sex education in most Vietnamese schools, which still emphasize abstinence or omit the topic altogether, many young people now turn to online communities for information and advice These new avenues of learning are shaping a generation that views condom use not only as a method of protection but also as a responsible and empowering lifestyle choice

Recognizing this cultural transformation, PlayAh has positioned itself as a progressive and youth-centric brand that directly addresses the evolving mindset of modern Vietnamese consumers Rather than adopting a sterile or overly clinical approach, PlayAh embraces humor, relatability, and bold visual storytelling to engage its audience For example, its marketing campaigns feature playful slogans such as

“Choose PlayAh for the Real Feel” and product designs that resemble lifestyle items rather than medical supplies Its packaging, adorned with colorful, edgy graphics and tongue-in-cheek messaging, contrasts sharply with the discreet or generic branding of traditional competitors

PlayAh also maintains a strong digital presence, partnering with influencers and KOLs who speak candidly about sexual health and break down long-standing taboos The brand has been featured in viral content, campus confession pages, and youth forums, further reinforcing its reputation as a socially aware and relatable brand By actively participating in a broader cultural conversation and empowering young consumers to speak openly about their needs and preferences, PlayAh taps into a

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powerful narrattve—one that frames safe sex as an act of self-love, respect, and modern maturity

1.3.2 Subculture

PlayAh’s core audience consists predominantly of Gen Z and Millennials, two demographic groups that highly value individuality, self-expression, and authenticity These subcultures are deeply engaged in social media and digital communities and often gravitate toward brands that mirror their values and aesthetics PlayAh’s colorful packaging, bold typography, and fun, relatable messaging resonate strongly with this audience

Another important subculture PlayAh appeals to is the LGBTQ+ community This group represents a significant portion of the condom-buying demographic and tends to support brands that stand for diversity, inclusivity, and equality PlayAh's positive and nonjudgmental brand voice aligns well with these values, helping it build strong loyalty among LGBTQ+ consumers Furthermore, urban young intellectuals—often university students and early-career professionals—are more likely to have access to sex education and are generally more receptive to new, innovative brands This segment shows increasing preference for products that combine functionality with progressive identity, making them an ideal target for PlayAh

1.3.3 Family and Household

In traditional Vietnamese households, discussions surrounding sex and contraception are typically avoided, creating a social environment where young people may feel uncomfortable purchasing condoms publicly As a result, many young consumers choose to buy condoms online or through discreet channels to avoid judgment or embarrassment

Conversely, families with more modern outlooks, particularly in urban settings, are beginning to recognize the importance of educating children about safe sex practices In such households, parents may actively support their children’s awareness and use of contraceptives, thus enabling more proactive and responsible decision- making PlayAh strategically focuses its marketing efforts not on conservative families but on young adults who are either living independently or were raised in open-minded environments This allows the brand to tailor its messaging and product offerings to those most likely to make informed and confident choices about sexual wellness

1.3.4 Reference Group

Peer groups play a central role in shaping youth behavior and consumption, particularly in categories considered sensitive, such as sexual health Young consumers often turn to friends, classmates, or online communities to share and receive honest feedback about brands and products Platforms like TikTok, Reddit, and confession-based pages on Facebook serve as informal review spaces where experiences with products like PlayAh are discussed openly

Influencers, KOLs (Key Opinion Leaders), and sex-education content creators on YouTube and other platforms are also powerful voices in this space Their endorsements and educational content help normalize condom use and reduce the stigma around purchasing and discussing sexual wellness products PlayAh has effectively leveraged this dynamic by collaborating with youth-centric influencers and lifestyle figures Campaigns such as “Choose PlayAh for the Real Feel,” “Rebirth with PlayAh,” and “Bedroom Talks Aren’t Shameful” are prime examples of how the brand uses social proof to connect authentically with its target audience

1.4 Decision Process influences

1.4.1 Problem Recognition

The first stage in the consumer decision process occurs when an individual recognizes a gap between their current state and their desired state In the context of condom use, this recognition is often driven by strong internal motivations such as the desire for safe sex, emotional intimacy, or the need to avoid unwanted pregnancies and sexually transmitted infections (STIs) These concerns prompt consumers to consider protective measures, such as purchasing condoms

Lifestyle plays a significant role in this stage, particularly for individuals who lead modern, sexually active lives People with more progressive, health-conscious lifestyles are generally more proactive in recognizing the need to be prepared for intimate situations Furthermore, self-concept influences problem recognition by reinforcing a person’s sense of responsibility Those who view themselves as mature, responsible, or forward-thinking often adopt the mindset that having condoms on hand

is a basic necessity, which is an expression of care for both themselves and their

partners

1.4.2 Information Search

Once a problem is recognized, consumers begin to search for information to help resolve it This search can take place internally, through memory, or externally, via various media and social sources Internal factors significantly shape how consumers conduct their search Consumers with previous positive experiences using Play Ah, with comfort, design, or safety, are more likely to recall the brand and consider it again Learning from past experiences enables quicker decision-making and strengthens brand familiarity

Perception also plays a crucial role in this stage PlayAh’s eye-catching packaging, modern aesthetic, and playful branding create strong visual cues that help the brand stand out both in physical retail environments and on digital platforms A consumer’s attitude toward sexual wellness further influences their willingness to seek out and engage with condom brands Those with positive, open-minded attitudes toward safe sex are more inclined to actively search for solutions that align with their values, making them more receptive to a brand like Play Ah

1.4.3 Evaluation of Alternatives

In this stage, the consumer compares available options based on a set of evaluative criteria Internal factors such as personality traits and lifestyle heavily influence how consumers assess these alternatives For example, individuals who are curious, experimental, or novelty-seeking may explore various options within the PlayAh product line, such as ultra-thin, dotted, or delay-effect condoms

Attitudes toward product features such as comfort, material quality, and aesthetics also influence evaluation Consumers who value both functionality and visual appeal may prefer PlayAh over more traditional, medically-packaged competitors Similarly, self-concept and lifestyle preferences guide brand preference A consumer who sees themselves as modern, independent, and fashion-conscious may lean toward a brand like PlayAh, which reflects these traits more strongly than established but conventional brands like Durex or Okamoto

1.4.4 Purchase Decision

Once alternatives have been evaluated, the consumer makes a purchase decision This stage is influenced by a combination of internal psychological factors Perception remains important, this is why brands with accessible websites, intuitive user interfaces, and well-organized retail displays are more likely to convert consideration into purchase

Motivation plays a decisive role, especially in emotionally charged or urgent contexts, such as preparing for a spontaneous date or purchasing a product for a new sexual partner In such cases, the decision-making process may be accelerated A consumer’s attitude toward the brand also contributes to their final decision If a person views PlayAh as a trustworthy, stylish, and high-performing product, they are more likely to choose it over unfamiliar or less appealing alternatives

1.4.5 Post-Purchase Evaluation

After the purchase, consumers reflect on their experience with the product, which affects future behavior and brand loyalty Internal factors such as memory and learning shape post-purchase evaluation If the consumer has a positive experience characterized by comfort, effective performance, and emotional satisfaction,this reinforces positive memories and increases the likelihood of repurchase

Attitudes are also refined during this stage When product performance aligns with prior expectations, existing positive attitudes are strengthened Lastly, self- concept continues to influence consumer reflection Feeling prepared, responsible, and empowered by making a thoughtful purchase reinforces the individual’s self-image This psychological satisfaction encourages repeat purchases and even brand advocacy through word-of-mouth or social sharing

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2 Pricing

PlayAh positions itself within the mid-range to premium segment of the condom market in Vietnam The brand’s pricing reflects its emphasis on quality, design, and lifestyle appeal rather than competing solely on cost PlayAh products typically range from 89,000 VND to 189,000 VND per box of 10 condoms, with specialized variants such as ultra-thin or delay-enhancing options priced higher

This pricing strategy allows PlayAh to appeal to young, urban consumers who seek both function and fashion in their purchases These customers are generally willing to pay a slightly higher price for a product that aligns with their self-image and offers a more refined experience compared to traditional brands

Product Pricing by Type

PlayAh True Fit | 49mm | 10 pes 89,000 | 8,900 Designed for a snug

fit, suitable for those preferring smaller SIZes

PlayAh Super | 52mm | 10 pes 129,000 | 12,900 Ultra-thin design for Invisible enhanced sensitivity PlayAh Last | 52mm | 10 pes 155,000 | 15,500 Contains Benzocaine Long to help delay climax PlayAh 52mm | 10 pes 140,000 | 14,000 Infused with Rainbow Gel additional gel for

003 increased comfort PlayAh Extra | 52mm | 10 pes 129,000 | 12,900 Textured with extra Dots dots for heightened

3.1.2 Learning and Memory

Consumers who have previously had positive experiences with PlayAh—such as satisfaction with comfort, thinness, or brand tone—are more likely to recall the brand when making future purchasing decisions The brand further strengthens memory retention through engaging content on social media, influencer collaborations, and emotionally charged messaging PlayAh’s use of humor, relatability, and visual consistency aids in encoding strong brand associations, positioning the brand not only

as a product choice but as a memorable lifestyle icon

3.1.3 Motivation and Personality

PlayAh’s product positioning appeals to consumers motivated by the need for protection, pleasure, and self-confidence The brand also appeals to psychological needs beyond functionality, such as the desire to express personal values and lifestyle choices Individuals with open-minded, adventurous, and novelty-seekmg personalities are more likely to be attracted to PlayAh’s diverse product range and playful branding Through its positioning, PlayAh encourages self-expression and autonomy in sexual wellness, motivating consumers to feel proud rather than ashamed when purchasing condoms This alignment between consumer motivation and brand identity strengthens PlayAh’s appeal to a broad but specific audience: confident, modern youth

3.1.4 Attitudes, Self-Concept and Lifestyles

Attitudes are enduring beliefs and feelings that influence behavior PlayAh’s positioning aligns with positive attitudes toward sexual wellness, safety, and modern

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relationship dynamics Consumers who view sexual responsibility as part of personal well-being and self-respect are more likely to identify with the brand’s messaging Self-concept also plays a significant role Consumers who see themselves as stylish, informed, and socially progressive are drawn to brands that reflect these self- views PlayAh leverages this by promoting condom use as an intelligent and fashionable choice Additionally, lifestyle patterns such as urban living, social media engagement, and sexual openness define the behavioral context in which PlayAh thrives Its product design, language, and campaigns all resonate with a fast-paced, digital-first, and image-conscious lifestyle, making the brand more appealing to the target demographic

3.1.5 Product Differentiation Key Aspect

PlayAh is a modern, youth-oriented condom brand designed specifically for the Vietnamese market, with a strong appeal to Gen Z consumers The brand seeks to normalize conversations around sexual health and promote safe, responsible intimacy through culturally relevant messaging and modern product experiences

The brand differentiates itself through the following key attributes:

Product Variety | Offers a curated selection tailored | Broader variety, but may

to local preferences (ultra-thin, | overlook regional insights

large size, lubricated, textured) or overwhelm new users

Quality Products manufactured to| Typically meet safety Assurance international standards = with | standards, but few

transparent communication emphasize quality

3.2 Decision Process Influences

3.2.1 Problem Regconition

The positioning of PlayAh is strongly aligned with the moment a consumer identifies a need for safe sex, emotional intimacy, or spontaneous protection By portraying condom use as an empowering and responsible action, PlayAh encourages consumers to recognize the importance of being prepared for sexual activity The brand’s messaging reframes condom use from being merely functional to a reflection

of self-respect and mutual care This repositioning is especially effective among younger consumers who are redefining sexual health as an extension of personal identity In doing so, PlayAh positions itself not just as a product solution, but as a symbolic response to a socially and emotionally relevant need

3.2.2 Information Research

During the information search phase, consumers evaluate different brands to find one that satisfies their needs, values, and preferences PlayAh’s strategic positioning ensures that it is easily discoverable through digital platforms, influencer endorsements, and visually engaging marketing The brand emphasizes transparency, confidence, and style—attributes that are consistently reflected across its product packaging, social media presence, and online reviews By appearing frequently in digital spaces where young consumers seek lifestyle recommendations, PlayAh secures a position of familiarity and trust This brand visibility at the information search stage increases the likelihood of being considered as a top choice within the consumer’s evoked set

3.2.3 Evaluation of Alternatives

At the stage of alternative evaluation, PlayAh’s positioning as a lifestyle brand becomes a competitive advantage Consumers are not merely comparing product specifications such as size or texture; they are also comparing the emotional and social identities conveyed by each brand PlayAh distinguishes itself through its youthful and inclusive branding, which appeals to those who value authenticity, boldness, and nonconformity Compared to more traditional brands like Durex or Okamoto—which may be perceived as clinical or impersonal—PlayAh offers a fresh and emotionally

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engaging alternative Its ability to resonate with the values and aspirations of modern youth positions it as a top contender during brand comparisons

3.2.5 Post-Purchase Evaluation

After the purchase, consumers reflect on whether the product met their expectations, which directly affects their attitude and future loyalty PlayAh ensures that its brand promise extends beyond marketing by offering quality products that match the experiential expectations set during earlier stages When consumers feel satisfied not only with the product performance but also with the emotional and social experience of using PlayAh, the brand’s positioning is reinforced This satisfaction strengthens brand associations related to responsibility, coolness, and modern identity Positive post-purchase evaluations lead to repeat purchases, word-of-mouth recommendations, and long-term brand equity

4 Customer Satisfaction and Commitment

4.1 Emotional Connection and Trust as a Foundation for Satisfaction

Emotional engagement plays a foundational role in driving satisfaction within the condom category Traditional communication around sexual wellness in Vietnam has often been either highly clinical or completely avoided in public discourse PlayAh challenges this norm by adopting a culturally sensitive yet bold and humorous brand voice that resonates with its primary target segment—Gen Z and urban Millennials Rather than relying on fear-based or overly medical messaging, the brand uses informal, relatable language to promote sexual health, thereby reducing stigma around condom use This approach encourages emotional identification with the product, especially among first-time users who might otherwise experience anxiety or embarrassment By building early-stage emotional trust, PlayAh lowers the psychological barrier to trial and sets the foundation for satisfaction with both the product and the brand relationship

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