Viettrack market rearch top line

Viettrack market rearch top line

Market 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

 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

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”

95 89 50

82

5 11 50

FIGURES OF THE MONTH

76 63 69 73

24 37 31 27

“I like to buy products which are environmentally friendly”

FTA Viettrack panel - May 2009

76 63 69 73

24 37 31 27

88 64

65 66

12 36

35 34

65 66

12 36

35 34

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

Regional differences:

- service preference Regional differences:

- service preference

FIGURES OF THE MONTH

38

61 66 48

62

39 34 52

“Treated as VIP is what I prefer”

FTA Viettrack panel - May 2009

38

61 66 48

62

39 34 52

74 67 70 80

26 33 30 20

26 33 30 20

Market research top-line

Regional differences:

- price sensitivity Regional differences:

- price sensitivity

66 75 59 25

34 25 41 75

34 25 41 75

FIGURES OF THE MONTH

68 75 73 62

32 25 27 38

“I usually have plan for my monthly expenses”

FTA Viettrack panel - May 2009

68 75 73 62

32 25 27 38

68 70 55

54

32 30 45

AGREE

DO NOT AGREEHCMC

Northern people claim to pay more for the product/ service which are

54

32 30 45

FIGURES OF THE MONTH

48595528

52414572

“I like price bargaining better than fixed price”

FTA Viettrack panel - May 2009

48595528

52414572

Regional differences:

- channel preference Regional differences:

- channel preference

FIGURES OF THE MONTH

70 63 56 26

30 37 44 74

“I prefer buying at wet market”

FTA Viettrack panel - May 2009

70 63 56 26

30 37 44 74

FIGURES OF THE MONTH

78 51

66 34

22 49

34 66

“I often buy products which I have seen ads”

FTA Viettrack panel - May 2009

78 51

66 34

22 49

34 66

53 56 70 63

47 44 30 37

47 44 30 37

FIGURES OF THE MONTH

4444

6675

5656

3425

“I like looking at outdoor ads & billboard”

FTA Viettrack panel - May 2009

4444

6675

5656

3425

86

564436

86

564436

FIGURES OF THE MONTH

4350

7649

5750

2451

“I like advertising with premium & prestigious style”

FTA Viettrack panel - May 2009

4350

7649

5750

2451

7689

2148

2411

7689

2148

2411

FIGURES OF THE MONTH

77 62 79 79

23 38 21 21

“I like the marketing activities at point of sales”

FTA Viettrack panel - May 2009

77 62 79 79

23 38 21 21

Regional differences:

- packaging preference Regional differences:

- packaging preference

FIGURES OF THE MONTH

65687673

35322427

AGREE

DO NOT AGREE

Majority of consumers like to see nice packaging as much as what

they want for product quality.

HCMC

HANOI

%

“Packaging is as important as product inside, I think”

FTA Viettrack panel - May 2009

65687673

35322427

7469

1438

2631

Can Tho consumers would love “colorful” packaging while Danang

consumers seem to be more “art oriented”.

8662

7469

1438

2631

Market research top-line

Market research explained

QUANTITATIVE RESEARCH

By far the largest portion of market research, quantitative research accounted for 83% of the industry spend.Quantitative research is usually done through surveys which are the systematic gathering of data fromrespondents via questionnaires The word 'systematic is important because it means that every effort hasbeen made to make the research as error free as possible, allowing statistics to determine whether the resultsare significant

How is this achieved? The market researcher uses his skill and experience to devise questions which arecarefully worded to be neutral and unambiguous so that possible interviewer bias is minimized and byselecting an appropriate sample group which can be grossed up to represent the total target population

The researcher may not always use a survey They could, for example, employ observation techniques such aswatching and recording how many people in a supermarket touch a particular product but do not buy it.Surveys, when a researcher uses a questionnaire, can take many terms and there are two main types:

– Consumption surveys — these see people as consumers or shoppers– Opinion polls - these see people as citizens and voters

Quantitative research is focused on measuring the views and opinions of a small group of people with theaim that they will be representative of the target population as a whole The data from a small sample isstatistically analyzed

By far the largest portion of market research, quantitative research accounted for 83% of the industry spend.Quantitative research is usually done through surveys which are the systematic gathering of data fromrespondents via questionnaires The word 'systematic is important because it means that every effort hasbeen made to make the research as error free as possible, allowing statistics to determine whether the resultsare significant

How is this achieved? The market researcher uses his skill and experience to devise questions which arecarefully worded to be neutral and unambiguous so that possible interviewer bias is minimized and byselecting an appropriate sample group which can be grossed up to represent the total target population

The researcher may not always use a survey They could, for example, employ observation techniques such aswatching and recording how many people in a supermarket touch a particular product but do not buy it.Surveys, when a researcher uses a questionnaire, can take many terms and there are two main types:

– Consumption surveys — these see people as consumers or shoppers– Opinion polls - these see people as citizens and voters

QUANTITATIVE RESEARCH

RESEARCH EXPLAINED

Used to understand consumer behaviour and opinions

Mainly used by commercial companies

Important information for companies to develop appealing

products and services

Examples of consumption surveys:

 Habit Surveys (Eg Cooking Or Shopping)

 Advertising Effectiveness Surveys

 Attitude Surveys (Often

 Around A Nevv Product)

 Brand Image Surveys

 Life Styles Surveys

 Price Surveys

 Shopper Surveys

 Purchase Intention

Used to understand the opinions and behaviors of citizens

Mainly used by governments, political parties, politicalcandidates, media reporters,

Non-governmental organizations (NGOs) and sociologists

Important information to predict electoral results andongoing measure of voters‘ moods and opinion of policies

Sensitive research as can change policy and politicaldirection

Skilled and professional approach needed

Examples of opinion polls;

 Politics voter preferences

 Celebrity issues

 Heath issues

Used to understand consumer behaviour and opinions

Mainly used by commercial companies

Important information for companies to develop appealing

products and services

Examples of consumption surveys:

 Habit Surveys (Eg Cooking Or Shopping)

 Advertising Effectiveness Surveys

 Attitude Surveys (Often

 Around A Nevv Product)

 Brand Image Surveys

 Life Styles Surveys

 Price Surveys

 Shopper Surveys

 Purchase Intention

Used to understand the opinions and behaviors of citizens

Mainly used by governments, political parties, politicalcandidates, media reporters,

Non-governmental organizations (NGOs) and sociologists

Important information to predict electoral results andongoing measure of voters‘ moods and opinion of policies

Sensitive research as can change policy and politicaldirection

Skilled and professional approach needed

Examples of opinion polls;

 Politics voter preferences

 Celebrity issues

 Heath issues

SURVEYS: PERSONAL INTERVIEWS

Interviews are carried out by trained interviewers in a location that is most appropriate to reach thetarget audience This could be in the home, in the street, in a shopping centre/mall, place of work,garage or a public building such as a town hall

As the interview is face to face, it involves interaction between the interviewer and respondent Anexperienced and skilled interviewer can build a rapport with the respondent and so encourage them toprovide answers

When the questions are related to personal feelings or economic issues, the empathy and skill of theinterviewer is crucial The benefit of this approach is the depth and reliability of the information theinterviewer can achieve as they can explore any ambiguities in the answers

The interactive approach makes it a good technique for complex issues which may need explanation orclarification The method also enables the interviewer to use visual aids, such as rating scales, pictures,product packaging or advertisements

Personal or face to face interviews are a common method of data collection, particularly in developingand emerging markets, such as Central and South America, Eastern Europe and parts of Asia Pacific

Interviews are carried out by trained interviewers in a location that is most appropriate to reach thetarget audience This could be in the home, in the street, in a shopping centre/mall, place of work,garage or a public building such as a town hall

As the interview is face to face, it involves interaction between the interviewer and respondent Anexperienced and skilled interviewer can build a rapport with the respondent and so encourage them toprovide answers

When the questions are related to personal feelings or economic issues, the empathy and skill of theinterviewer is crucial The benefit of this approach is the depth and reliability of the information theinterviewer can achieve as they can explore any ambiguities in the answers

The interactive approach makes it a good technique for complex issues which may need explanation orclarification The method also enables the interviewer to use visual aids, such as rating scales, pictures,product packaging or advertisements

An experienced and skilled interviewer can build a rapport with the respondent and so encourage them to provide answers

SURVEYS: PERSONAL INTERVIEWS (cont.)

Home interviews can be successful as the respondent may be more relaxed in a familiar environment Theinterviewer may get more flavor and detail from the session and may allow additional questions if therespondent appears comfortable and enjoying the conversation in developed societies these are generally prebooked rather than doorstep interviews

While many people think of clipboards when they think of surveys, increasingly the clipboard is being replaced

by hand held computers, This speeds logging and collation of responses, and results from the field canDisadvantages of personal interviews are cost and time

RESEARCH EXPLAINED

SUMMARY: PERSONAL INTERVIEWS

What Face to face interviews, based on standard set of questions

When For specific target groups, measuring specific views using visual images or products

Why use it Flexible, explanation possible, can measure non—verbal responses, accuracy, productplacement possibleWhy not Costly, time consuming and problems of getting people to co-operate

SURVEYS: TELEPHONE INTEVIEW

Telephone interviewing is relatively cheap and fast and is suited to short questionnaires It allows widely dispersedtarget groups — such as caravan owners, farmers or florists — to be contacted conveniently It is particularly popular forBZB (business to business) surveys where professionals — such as dentists, doctors or lawyers — are difficult to reachfor personal interviews,

Administration is typically light and sampling lists are easy to obtain, eg from a telephone directory Interviewer biastends to be lower than with personal interviewing because there is no face to face contact As telephone interviewing isoften from a call centre, close interview supervision is possible; supervisors can listen on a separate headset, or recordthe interviews

While many other industries are experiencing relocation (off-snoring) or contracting out (outsourcing) for call centreservices, experience in the market research sector shows that quality telephone interviews are only feasible forstandard products This is particularly true where the research requires local knowledge or cultural sensitivity Todaymost telephone interviews are carried out using CATI (Computer Aided Telephone Interviewing)

The interviewer follows a script provided by a software application Answers are recorded via the keyboard or a touchscreen Increasingly sophisticated software means the flow of the questionnaire can be customized, based on theanswers provided and / or information already known about the participant

The technique has also been developed to combine with online methods eg consumers are asked to navigate a websiteand give ah opinion while on the phone

Telephone interviews are still the most popular survey method overall across the globe? They are particularly strong

in North America and North Western Europe, although in some countries, such as Australia, they have beenovertaken by online surveys

Telephone interviewing is relatively cheap and fast and is suited to short questionnaires It allows widely dispersedtarget groups — such as caravan owners, farmers or florists — to be contacted conveniently It is particularly popular forBZB (business to business) surveys where professionals — such as dentists, doctors or lawyers — are difficult to reachfor personal interviews,

Administration is typically light and sampling lists are easy to obtain, eg from a telephone directory Interviewer biastends to be lower than with personal interviewing because there is no face to face contact As telephone interviewing isoften from a call centre, close interview supervision is possible; supervisors can listen on a separate headset, or recordthe interviews

While many other industries are experiencing relocation (off-snoring) or contracting out (outsourcing) for call centreservices, experience in the market research sector shows that quality telephone interviews are only feasible forstandard products This is particularly true where the research requires local knowledge or cultural sensitivity Todaymost telephone interviews are carried out using CATI (Computer Aided Telephone Interviewing)

The interviewer follows a script provided by a software application Answers are recorded via the keyboard or a touchscreen Increasingly sophisticated software means the flow of the questionnaire can be customized, based on theanswers provided and / or information already known about the participant

The technique has also been developed to combine with online methods eg consumers are asked to navigate a websiteand give ah opinion while on the phone

What Telephone interviews, based on set of questions, often computer-aided

When Short questionnaires, good for B2B

SUMMARY: TELEPHONE INTERVIEWS