Khảo sát thị trường Trà sữa tại Việt Nam

Overview This survey was conducted in order to find out the milk tea drinking behavior & brands evaluation of the popular milk tea shops.. Milk tea shops in Vietnam Established year Tota

Q&Me is online market research provided by Asia Plus Inc Milk tea (bubble tea) demand in Vietnam Asia Plus Inc

Overview

This survey was conducted in order to find out the milk tea drinking behavior & brands evaluation of the popular milk tea shops

The survey was conducted to over 350 male and female 15 – 39 years old living in HCM and Hanoi

Milk tea recognition

73% recognizes the milk tea, the ratio is higher at elders (88%) & HCM (91%)

Q Do you know milk tea? (n=737)

When they are aware of milk tea

Q When was the first time that you knew about milk tea? (n=354)

67% knows about milk tea more than one year

Less than one

month 1-3 months 3-6 months 6-9 months 9-12 months 1-2 years 2-3 years More than 3 years remember Don't

Information source

Friends/

relatives bought it for me

Friends share/

introduce

There is store near my place/

studying/

working

I see everyone around drink it

On the street

Advertise

s on the streets

Advertise

s on social websites

Available

at place I usually eat

Advertise

s on the websites

At fair/

events/

exhibition Others

Don't know/ don't remembe

r Top of mind 39% 38% 29% 27% 19% 13% 11% 8% 6% 3% 1% 3%

Q How did you know it? (n=354)

Friends are the main channel in awareness about milk tea, followed by the stores near my place/ studying/working & see everyone around drink it

If they have taken milk tea before

90% 91% 95% 89% 89% 89% 92% 10% 9% 5% 11% 11% 11% 8%

Male Female 15-22 23-29 30-39 Hanoi Ho Chi

Male Female 15-22 23-29 30-39 Hanoi Ho Chi Minh Less often 29% 27% 19% 26% 39% 34% 22% Once a month 12% 7% 10% 10% 10% 10% 9% Once/2-3 weeks 12% 14% 13% 18% 7% 11% 15% One a week 19% 17% 19% 18% 18% 15% 21% 2-3 times/week 14% 24% 20% 18% 19% 21% 17% 4-5 times/week 8% 7% 12% 5% 5% 4% 10% Everyday/almost every day 6% 3% 7% 4% 3% 4% 5%

Drinking frequency

Q How often do you drink milk tea? (n=321)

About 50% drinks milk tea at least once a week, the number is higher at youngsters with 60%

Occasions for drinking milk tea

Total Male Female 15-22 23-29 30-39 Hanoi Ho Chi Minh Hang out with friends 54% 53% 54% 63% 50% 48% 52% 56% Feeling like drinking 40% 24% 56% 31% 41% 47% 32% 48% Relax after working 32% 26% 39% 19% 39% 38% 28% 36% Friend gathering 28% 25% 32% 40% 27% 18% 26% 31% Hang out witth boy friend/girl friend 24% 26% 21% 29% 32% 9% 18% 30% Relax after studying 16% 11% 20% 33% 10% 4% 15% 16% Birthday 12% 9% 16% 22% 11% 4% 13% 11% Relax after sport activity 8% 10% 6% 10% 9% 6% 8% 8%

Favorite soft drink

Total Male Female 15-22 23-29 30-39 Hanoi Ho Chi Minh Smoothies 36% 19% 53% 33% 35% 39% 37% 35% Milk tea 23% 19% 27% 35% 16% 19% 25% 21% Vietnamese coffee (with milk) 21% 32% 11% 14% 29% 20% 19% 24% Vietnamese coffee (Black) 10% 18% 2% 7% 10% 12% 9% 11% Soft drinks/ bottle drinks 5% 6% 3% 7% 2% 4% 4% 5% Coffee Cappuccino 4% 5% 3% 3% 5% 4% 6% 2% Coffee Latte 1% 2% 1% 0% 3% 1% 1% 2%

Smoothies is the type of drinking liked most with 36%, followed by milk tea (23%) & milk coffee (21%)

Q Please rank the following in terms of your likeness: (n=354)

Images associated with milk tea

Delicious Relax For youth Refresh Fun Fat Good

quality Good for healthy Bad for health For kids Authentic For adult Bad taste None of above

When talking about milk tea, delicious, relax & for youth are the images used visualization most with 30% above

Q What are the images that comes up on your mind when you hear "milk tea"? (n=354)

Milk tea shops in Vietnam

Established year Total Hanoi Ho Chi Minh Others

First milk tea shops opening

Shops in Hanoi

Milk tea shops popularity in Hanoi

Used before Use the most

In Hanoi, Ding Tea is the shop visited most with 49%, followed by Toco Toco (16%) and Gong Cha (9%)

Q Which chain milk tea shops have you been to? Which chain milk tea shop do you go to the best? (n=159)

Shop evaluation – Hanoi

Good price quality Good Cleanness location Good Friendly staff Good Wifi

Parking availability

A variety menu

Seat availability

Atmostphere

Convenient for take a way

Good for options

Good shop interior Brand Good taste

Less noise service Fast Country origin Ding Tea (n=66) 7.1 8.2 8.4 8.5 8.3 7.5 7.2 8.2 7.8 8.4 8.7 7.8 8.0 8.4 8.5 7.9 8.1 8.4 Toco Toco (n=21) 7.2 8.5 8.9 8.5 8.7 8.4 8.0 8.6 9.2 9.0 9.5 8.3 8.3 8.6 8.8 8.2 8.8 8.9 Gong Cha (n=12) 7.7 7.5 9.3 9.7 9.0 8.6 8.3 8.8 7.8 8.4 8.3 8.9 8.2 8.8 8.8 7.7 8.1 9.4

4.0 5.0 6.0 7.0 8.0 9.0 10.0

Gong Cha is evaluated highest at good location, cleanness & country origin, while Toco Toco is

evaluated high at convenient for take a way, seat availability & atmosphere

Q Please evaluate the followings for milk tea shop you come usually most from 0 to 10

Stores that they used to go (but not now) - Hanoi

7% 6% 6% 5% 4% 4% 4% 3% 3% 3% 3% 3% 2% 2% 6%

25%

Used before Don't use anymore

Although the visiting ratio are very high, but the giving up ratio are not really high with Ding Tea & Toco Toco

Q Which chain milk tea shops did you come before, but without any more? (n=159)

Reasons for giving up - Hanoi

Shops in Ho Chi Minh

Milk tea shops popularity in Ho Chi Minh

Used before Use the most

In HCM, Hot & Cold is the shop visited most with 22%, followed by Hoa Huong Duong (14%) and Phuc Long (13%)

Q Which chain milk tea shops have you been to? Which chain milk tea shop do you go to the best? (n=162)

Shop evaluation – Ho Chi Minh

Good price quality Good Cleanness

Good locatio

n

Friendl

y staff Good Wifi

Parking availability

A variety menu

Seat availability

Atmostphere

Convenient for take

a way

Good for options

Good shop interior Brand Good taste

Less noise service Fast y origin CountrHot & Cold (n=30) 7.4 8.3 8.5 8.2 8.1 8.0 7.6 8.7 8.3 8.2 8.0 8.1 7.8 8.3 8.8 8.0 8.0 7.8 Hoa Hướng Dương (n=19) 8.5 8.9 8.8 8.8 8.5 8.2 8.3 8.8 8.9 8.7 8.8 8.1 8.4 9.2 9.1 8.6 8.5 8.5 Phúc Long (n=17) 7.3 8.5 8.5 7.9 8.0 8.1 6.8 7.9 7.5 8.3 9.1 7.1 8.0 9.2 9.1 8.8 8.1 8.5

4.0 5.0 6.0 7.0 8.0 9.0 10.0

Phuc Long is evaluated highest at brand, good taste & convenient for take a way Hoa Huong Duong

is also evaluated high at brand & good taste

Q Please evaluate the followings for milk tea shop you come usually most from 0 to 10

Stores that they used to go (but not now) - Ho Chi Minh

Reasons for giving up - Ho Chi Minh

Bad price, bad location & bad quality are the main reasons make HCM people give up the shops

Q What are the reasons make you don't come these milk tea shops any more? (n=122)

Shop evaluation – City

Good price quality Good Cleaness location Good Friendly staff Good Wifi

Parking availability

A variety menu

Seat availability

Atomostphere

Convenient for take a way

Good for options

Good shop interior Brand Good taste

Less noise service Fast Country origin Total 7.6 8.4 8.6 8.4 8.4 7.9 7.6 8.5 8.2 8.4 8.8 7.9 8.1 8.6 8.9 8.0 8.3 8.5 Hanoi 7.4 8.1 8.5 8.5 8.3 7.9 7.5 8.3 8.1 8.4 8.9 8.0 8.0 8.4 8.7 7.9 8.3 8.6

Ho Chi Minh 7.7 8.6 8.7 8.3 8.5 8.0 7.6 8.7 8.2 8.4 8.7 7.9 8.3 8.8 9.0 8.1 8.3 8.4

4.0 5.0 6.0 7.0 8.0 9.0 10.0

Q Please evaluate the followings for milk tea shop you come usually most from 0 to 10 (n=269)

Good taste, convenient for take a way are the factors evaluated at both cities for the shops

Reasons for giving up - City

Bad price, bad location & bad quality are the main reasons make people give up the shops

Q What are the reasons make you don't come these milk tea shops any more? (n=242)

AUDIENCE PROFILE

Respondent profile (N=354)

Hanoi, 50%

Ho Chi Minh, 50%

15-22, 31%

23-29, 36%

30-39, 32%

Age Gender

Male, 50%

Female, 50%

City

Q &Me – About Online Market Research Services

Our Solution

Survey is conducted via mobile phone and the data is processed real-time

Takes 24 - 48 hours for most surveys, proving real-time analysis

Superb real-time analysis for flexible and accurate data collection

1/3 of the competitor

pricing

Our Advantage: Direct Panel Management

Our strength is 16-39 years old and urban areas This is where most biz

customers would like to research 180,000 members as of Nov, 2016

Our Advantage: Direct Panel Management

Our strength is 16-39 years old and urban areas This is where most biz

customers would like to research 180,000 members as of Nov, 2016

Married Status Household income Smartphone ownership

Single, 72%

Married

, 25%

Others, 3%

10 - 15M VND

15 - 20M VND 20M-30M 30-40M

<40M

27% 25% 18%

LG Asus Sony Others

Do not own

Contact Us

URL: http://www.qandme.net

Contact: info@qandme.net

Q&Me is operated by Asia Plus Inc

Asia Plus Inc

Floor 1 25/7A Nguyen Binh Khiem str., Ben Nghe ward, District 1, HCMC, Vietnam

Tel +84 839 100 043