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HOW DO VIETNAMESE FEMALE PERCEIVE AND PRACTICE THE CONCEPT OF WELLNESS?
Client: Mandala WellnessAgency: Marathon
TABLE OF CONTENTS
Executive summary
Background information
Methodology
Key findings
● “Wellness” is perceived as keeping a balanced
lifestyle
● “I perceive my lifestyle as “wellness” and
“healthy” already, but I always aim for more”
Conclusion
Recommendations
Limitations
Appendix
References
3
4-5
6-8
9-29
30-31
32-33
34
35-46
47
EXECUTIVE SUMMARYThis research report will interpret how Vietnamese women aged 25-45 perceive the term of
wellness as well as their current habits and interests under the concept of healthy lifestyle.
With 21 respondents, we conducted 4 focus group interviews in semi-structured format as a
qualitative research methodology, where the team can observe the participants’ nonverbal and
verbal responses to collect in-depth insights through participants observation and open-ended
questions methods. There are two main findings: “Wellness means keeping a balanced lifestyle”
and “I perceive my lifestyle as “wellness” and “healthy” already, but I always aim for more”.
“Wellness” means a balanced lifestyle, which can be understood by the balance of quality eating,
physical and mental well-beings, and the balance between working, family and self-care. To
illustrate, they need to concern about having physical activities to prevent illnesses and the
descent of physical appearance caused by age; eating habit with the consideration for food safety,
its origin and kind of food and its nutrition they add for each meal; and how to maintain positive
thinking to have healthy mental. For the balance lifestyle, hanging out is the most popular activity
among their hobbies and interests for relaxing after work.
Most people are found to be satisfied with their present lifestyles. They are most content about
their mental life, followed by control over eating and physical practice. The interesting thing is,
spirituality is also uniformly deemed to be the most crucial factor of a healthy life. However, this is
not to say they have stopped asking for more. To people who are not engaged to a fixed regimen,
the top-of-mind considered activity is yoga, which is also most taken by people who exercises
regularly. In terms of choosing wellness/fitness center, proximity factor is the most vital, followed
by fees and flexible schedule. For juices and detox beverages, taste and credible origins are most
concerned. Finally, the most trusted reference is close social circles, after the filtering of
information on the Internet
This report also provides some possible recommendations based on the findings above and points
out inherent limitations.
I. BACKGROUND INFORMATION
BACKGROUND
Recently, Vietnamese consumers are increasingly becoming health-conscious due to the
increase of living standards (Euromonitor 2016). They see it as an important component
of their lives and drive the trend toward a healthier lifestyle and new product choices
(Internet World Stats n.d). Therefore, a lot of fitness centers are growing in market to
meet the interest and demand of Vietnamese consumers.
However, the term of Wellness is not quite familiar among Vietnamese customers.
According to Mandala (2016), it is said to be the new concept which leads the trend of
healthy living and safe eating. Hence, Mandala, a new environmentally sustainable
platform, finds it difficult to reach the right consumers with this new concept.
OBJECTIVESThe purpose of this report is to figure out and interpret the ideal target audience of
Mandala in terms of wellness aspect (Mandala 2016). Therefore, research questions of
this report is:
How do Vietnamese females perceive and practice the concept of Wellness?
● What are the target public’s perceptions of Wellness?
● How are they practicing those perceptions in their daily routine?
● How do they evaluate themselves in terms of achievement in Wellness?
● What do they want to improve/complement to their present
practices of Wellness?
II. METHODOLOGY
1. Focus group interview method combined with secondary research
Secondary data is collected through online newspaper and discussion forums to get general
ideas and background. After that, to examine the awareness of target publics about Wellness,
the research progresses to explore in-depth information. Hence, qualitative research methods
is the most suitable, which focuses on collecting numerical data and explaining the phenomena
(Creswell 1994). In terms of sampling, as inexperienced researchers, we do not possess
adequate resources to afford probability sampling in which respondents are selected randomly
so that complete neutrality and representability are secured (Zikmund W. & Babin B. 2006).
Therefore, we opt for convenience method within non-probability sampling where we seek
respondents based on our personal relationships. During the process, focus group and
semi-structured interview are used to determine the impact or generate further research of
Mandala. According to Gibbs (1997), through focus group discussion, respondents’ attitudes,
feelings, beliefs, experiences and reactions are drawn upon in certain topics provided by
researchers (Morgan 1997). Understandably, interaction within the group is the key
characteristic to get insights and data from participants (Gibbs 1997). In addition, open-ended
questions and participant observation methods are also utilized.
Private rooms in selected coffee shops were booked to host most of the focus group interviews
so that the interviewees feel comfortable and more willing to share opinions. Cinema ticket
vouchers or shopping vouchers are given out as incentives for their participation. The
interviews are recorded by smartphones, written to transcript and coded in Nvivo software
(see Appendix A). All interviewees are required to sign the consent form as the acceptance to
be interviewed and recorded (see Appendix B).
METHODOLOGY
2. Respondent’s profile
4. Project timeline
Age criteria Marriage status
25-30 31-35 36-40 41-45 Married Non-married Single mom
3 7 5 6 15 4 2
METHODOLOGY
Four group-interviews and five individual-interviews were conducted by a total of 21 respondents
who are women aged from 25 to 45, live in Ho Chi Minh City, middle to high income, can speak
English and educated. Furthermore, they must not involve in any interviews in the past 3 months.
See Appendix C
3. Questionnaire flowIn order to create warm and friendly atmosphere, the focus group discussions start with the
screening questions for the participants to introduce themselves and get to know each
others. Then daily schedules and activities which indirectly link with the wellness are asked to
easily lead into the main questions. Next, definition of wellness and current
preconceived-healthy living (eating/ physical/ mental) are continued to question to know how
interviewees perceive and behave. They are digged deeper until the underlying insights are
unravelled. To guarantee the neutrality of the result, Mandala brand is not mentioned or
hinted at during interviews.
III. KEY FINDINGS
1. “WELLNESS = KEEPING A BALANCED LIFESTYLE.”
Definition of WellnessAlthough most of respondents possess a
certain level of English as required from
workers in this globalized age, they are
confused when asked to give their
understanding about “Wellness”. Some of
them claim the term is too broad and sounds
similar with health. However, with the
Vietnamese equivalents of “lối sống lành
mạnh”, “lối sống khoẻ đẹp”, they are more
open and willing to give answers.
In the respondents’ definitions, the term provokes the notion of a balanced lifestyle that
harmonizes working and self-care. “The key word is balance, we have to balance between
making money and maintaining our health. Without money we die but the same goes for the
loss of health as well”, shared Ms.Huy (CEO of Sea Horse shipbuilding company, 40 years old)
Mentality
Eating
Physical
A balanced lifestyle is also about the equilibrium of mental and physical well-beings, “Balance in
here is even when I cannot go to a gym everyday but 3 sessions per week, I take exercises at
home [...]. My eating is balanced as well, using a lot of juices, fruits and veggies and drinking a
lot of water. Other things are taking rest and sleep at the right time ”, told Ms.Thanh (Lecturer,
32 years old) However, among all factors, spirituality is considered to be the most essential in
“Wellness”, followed respectively by eating and physical practice. “Spirituality is the first, when
we have good spirituality then we can do everything, secondly is eating, giving us energy to
work, to take physical activities and after that is taking exercises,”
shared Ms.Thao (Officer, 41 years old)
1.1. The balance of eating, physical and mental health
Physical health
75% of interviewee states that physical activities in their daily life include taking yoga, playing
badminton, swimming, doing morning exercises, walking and gym while some of them regard
doing housework is also a form of exercising. A valuable finding is that engaged with a fixed
regimen or not, all of the respondents are highly aware of the importance and benefits of
integrating physical activities into their daily routine and explicitly show their recognition of
the issue.
Among the organized activities, yoga stands out as the most taken, which is not surprising
since the practice has gained enormous popularity in Vietnam in the recent years. According
to Euromonitor (2016), there are more than 10.000 yoga practitioners in Ho Chi Minh city
alone which shows that yoga is the most concern sport recently.
Most respondents adopt physical activities into their lifestyle, especially in yoga.
Physical health
To the primary audience, the impacts of regularly practicing physical activities on physical
appearance and health are equally important. While contrasting with the secondary
audience in terms of appreciation towards true health benefits of the activities as they have
more apparent physical problems due to their age in forms of joint problems, worsening eye
sight, declined metabolism, etc., there is another notable characteristic where they keep
stressing and repeating on how they want to keep themselves beautiful through different
practices of healthy living.
20 out of 21 of the respondents are working women and 13 of them work in offices,
sedentary lifestyle-related problems surface significantly with mentions about backache,
shoulder pain, sore neck. Therefore, the main reason is that physical activities would help
to be healthier and prevent illness. Specifically, when doing yoga, middle-aged women can
lose weight, prevent and have treatment of breast cancer and reduce stress, aches and the
symptoms of perimenopause (Vyogaworld 2014). Additionally, yoga also contributes to
relieve and prevent sedentary lifestyle-related problems in shoulder, neck and back area
(Academy 2016) for officer interviewees.
Enhancing their resistance against illness brought about by age is the main factor for doing activities.
Physical health
The second reason for having physical activities is that it does not only help them enhance their
physical health but is also a source to relieve their stress. “Practicing yoga helps enhance our
mental well-being, and also tautens our bodies" (Ms.Thu, Officer, 35 years old)). This concern is
felt more strongly among high-income and high-ranking women as they face huge pressure and
responsibilities in work which calls for additional support from extra physical activities.
Thirdly, there is a continuous repeated emphasis
throughout the conversations from the women
interviewed: the preoccupation of preserving
beauty and keeping their appearance youthful.
“The first motivation is for beauty’s sake, to
come back to my old days of having a waist of 57,
58 centimeters”, shared Ms.Dung. In another
response, the destination of this motivation is
more articulated: “What making money is for if
we work ourselves so hard we become ugly and
drive our husbands away”, claimed Ms.Huy (40
years old - Manager of Sea Horse Shipbuilding
Company). In these women there exists an
underlying insecurity of growing old and being
defeated by younger women whom they
perceive to be more physically attractive than
them.
“The first motivation is
for beauty’s sake, to
come back to my old
days of having a waist
of 57, 58 centimeters”,
said Ms.Dung ( Sales
Manager of two resort
centers, 45 years old)
Relieving stress and improving physical appearance are important factors. It comes from their workload and the feeling of insecurity in domestic happiness.
To people who are not presently engaged in any fixed
practice program, their most stated reason is lack of time as
their schedules are too tight they fail to wedge in a period of
time for self-care between work and family. “I have to take
care of my little child and do housework after work, I do not
have any time spare for other activities", said Ms.Yen (.CEO of
Huong Yen, 40 years old)
Physical health
Some reasons that the simple activities
of walking or doing housework are also
a form of exercising, while the others
attribute this simply to their laziness.
Still, it all comes down to their being
aware of the benefits and importance
of integrating physical activities into
their lives.
“Cleaning house
burns more energy
than taking gym”,
shared Ms.Lanh,
(Officer, 41 years old)
Time is the main reason restricting themselves from doing physical activities.
Eating behaviorEating plays important role in keeping ourselves fresh and healthy.
According to Euromonitor (2016), there is a
heightened sense of seeking for organic, hygienic
food whose origins are verifiable in Vietnam
these days in accordance to the ongoing outburst
of dirty food scandals, which directly affects
married women - the usual market shoppers.
Specifically, food with organic labels is now their priority with instances of un-bleached
rice from trustworthy providers (providers that are familiar to them or in direct transaction
with them), homebred poultry or quarantined pork.
Also prompted from the same unsafe food status quo, people grow skeptical of external
providers, especially online shops since they have no idea about the food processing. If
they eat out, they opt for trustworthy places such as high-profile restaurant, their
workplaces’ cafeterias.
In terms of diet, they all concur to the rule of eating three meals a day with the portion
decreasing with each meal in which carbohydrate (starch) is limited, vegetables and fruits
increased.
Mental health“Let it be” and “positive thinking” is the most popular solution to relieve stress
A major part of respondents are confident that they manage their mental pressure pretty well,
not needing to seek any solace from outside. At this stage of their life, pressure in work and in
interaction with people has become a norm, an inevitable part of life.
19 out of 21 respondents do not consider
physical activities directly effective in
solving their mental/spiritual problems but
as a way to complement to their physical
well-being, an integral part to mental
well-being. Leisure activities dominating
this part include listening to music, hanging
out with friends, shopping, enough
sleeping, gardening. Meditation pops up
now and then as a long-term practice that
helps relieve the mind and prepare for it to
cope with the coming tumult.
The majority of them has learned to live with it in harmony. “Positive thinking” (suy nghĩ tích
cực) and “let it be” (buông bỏ) are the two most mentioned phrases in the mental domain.
For instance, Ms.Thao (officier, 37 years old) merits her experience, “As time passes, our
experiences are enriched, we now adopt a much clearer view. That is to say, problems that
used to be big we make them smaller, small ones even smaller”. In another group, Ms.Yen
(CEO of Huong Yen, 40 years old) puts forth her definition, “Enough or not enough is just in
our head. We should learn to be satisfied with our present, more is good, if not it’s fine. If you
learn to let things be, you will be able to keep your soul peaceful and fulfilled.” Therefore, only
2 respondents answer “Yes” when prompted with the idea of participating a mental healing
course/workshop while the others state that those workshops are essential for people with
mental health only.
Supplementary nutrition products
Supplementary nutrition products are a norm for primary target audience
With primary target audience, supplementary nutrition products are common because they
perceive as they age, their body will be less competent in generating the nutritions. The most
typical supplements are vitamin A/C/E, collagen, iron, zinc, omega-3, glucosamine, bird’s nest,
fomes japonicus.
1.2. The balance of working and self-care
Daily activitiesPeople already have their plan to relax and recover after working hours.
Most interviewees are officers who finish work around 5pm or 6pm and usually have day-offs
on weekends. After coding and filtering data, three key leisure activities stand out: hanging
out, exercising and beauty care activities. These activities often take place in the evening, in
the morning and during noon break.
Hanging out is the most popular activities of target publics in their freetime which includes:
going to the coffee shop, going to the movie theatre, eating out or going shopping. About
88% of interviewees mention that they like to go out with friends or colleagues on
weekends while some of them take their children to play outside.
Moreover, taking care of their beauty is also an interest of nearly 44% of interviewees aged
from 25 to 45. They often wear masks, take care of their skin or do nails in their free time,
mostly during noon break or before going to sleep because it takes little time and easy to
do by themselves at offices or home. Meanwhile, going to the spa for massage service
takes more time and moving, they only do it once or twice a month.
2. “I perceive my lifestyle as
“wellness” and “healthy” already,
but I always aim for more”
2.1. People practice the concept of Wellness satisfactorily
Spirituality is the field that they are most confident because they claimed that at this (35-45
years old) they know how to overcome stress and keep their life positive. Secondly at the
eating factor, respondents assert that they take enough care over choosing hygienic foods
and following healthy regimen. However, office workers tend to have irregular eating habit
due to their heavy workload, sometimes they skip lunch or they have extra meals and do not
have dinner later (Ms.Lanh, officer, 41 years old).
Lastly, they all have demands for physical courses besides treatment from doctors in order to
improve their physical health and beauty. At the age range 35+, they face various health
problems from the senescence such as, osteoarthritis pain, impaired memory and degraded
skin and body (Nhung Hong 2013) but lack time to treat them properly.
Self-evaluation of WellnessPeople satisfy of their current lifestyle.
Overall, most of respondents admit that
they have gained enough and are satisfied
of their current healthy living, 85% of all
respondents state that they are fully
satisfied with their current healthy living in
their own criteria of “Wellness”.
2.2. People always try to pursue the Wellness concept
Latent desired activitiesIf people had more time to for a physical activity, they would choose yoga
The quality that respondents often associate
yoga with include “gentle”, “easy on people at
my age when joint problems start to appear”,
“refreshing”, “good for nurturing the brain” and
“help reduce grumbling" in some cases even in
comparison with more “aggressive, purely
physical activities” in the gym. In most
responses, their favour on yoga mainly stem
from physical health needs, not from
strengthening their spiritual life because they
are confident in their resolving their own
mental problems.
When respondents engaged with no physical activity are asked about their desired
improvements for a healthier living had they been given more time, most of the them
answer with reference to yoga.
Fitness center choice factorsProximity and price are the most considered factors when choosing fitness center.
When choosing fitness center, proximity is the first thing that comes to the respondents’
mind. They prefer centers near their homes or their companies as they are busy with their job
and their family, they want to save transportation time. “The most important factor to choose
fitness centers is that it must be near my company, so that I don’t waste time moving, it is so
hot at noon, so tiring too", Ms. Phuong, 41-year-old-sale officer answers. Similarly, Ms. Oanh,
25-year-old-accountant shares: “I take fitness center near my house as lazy as I am, I will give
up if it is far from my house. The nearer ones give me more motivation to keep on exercising".
The second important factor is fee. “Both (location and fees), [...]. However, proximity is still
the priority for me when it comes to choosing fitness centers even though the nearer price
may be a little bit higher” - Ms.Phuong, 41 year-old-sale-officer shares.
The third important factor is the flexibility of fitness's schedule. As people's working hours are
not fixed, they want to go to the center at any time, especially in the over-time working day.
“The most important factor? Schedule, it must be compatible with my schedule,” Ms.Thao,
38 year-old-manager assistant replies.
Juice choice factorsTaste and natural ingredients are the most considerable factors when
choosing juice.
One of the factors people stress on is natural ingredients. “I care about its ingredients and
origin", Ms.Ngoc, 35 year-old- sale officer and Ms.Phuong, 41 year old sale officer share. For
both juices and detox beverages, they prefer making it at home as they can easily find the
ingredients with affordable prices and have control over their origins and quality. On the
other hand, secondary target audience are more open-minded to try new thing with new
ingredients. “If the products contain special ingredients or special recipes such as containing
celery, which that they can not make it themselves, they will accept to pay for higher prices”,
Ms.Bich, 25-year-old-student says.
For the high-class group, they
understand clearly that prices will
fluctuate depending on where they are
made from. They accept to pay higher
prices for the same juice served in
luxurious hotels, compared to the
cheaper one they buy on the street.
Taste is also an important factor. Especially for detox beverages, which is a mixture of many
different ingredients, people hesitate over whether its taste is easy/good to try. “How
ingredients are mixed and whether it is easy to try”, Ms.Ngoc, 35 year-old-sale officer
wonders.
Referral sourcesAccounts of real experiences from friends and colleagues are decisive.
38.24% of responses shows that people often seek information on the Internet, including
online news, news on fitness centers, google search and Facebook, the most popular platform
among respondents.
Along with that, seeking advices from friends, colleagues or family who has experienced
health products ranks second with 35.29%. Most respondents answer that they will verify the
information on different sources before making final decision to try any health
products/activities.
The most popular information seeking method is from the Internet and consult with close
social circles. In addition, people are likely to try health products/activities introduced by their
friends/family and will continue using if they prove to be effective. Ms.Yen, 40-year-old CEO
states that “at this age, we have experienced enough to not believe anyone easily, we need to
see real people with real cases".
The third popular experts consultation which can be with trainers at their current fitness
centers or doctors accounting for 14.71%. They ask these experts for information such as
what exercises for a fitter body, diet or for treatment on health problems such as arthritis.
IV. CONCLUSION
CONCLUSION
Overall, respondents perceive Wellness as a balance state between mentality, physical
health and eating; or between working and self-care. The majority of them claims that
their current living are healthy enough, especially at the spirituality area, leastly is
physical due to their busy schedule of working and family responsibilities. However, they
all confirm that they are well aware of the health improvement benefits of physical
activities and have been making attempts to integrate them into daily routine. The
motivations are to fight against degrading impact of age on their physical health,
appearance and to relieve stress. Yoga is the activity they favour the most because of its
effectiveness yet gentleness which suit their aging bodies than doing gym or other more
aggressive activities. Choice factors for centers is proximity and for juice is natural and
unique ingredients.
V. RECOMMENDATIONS &
LIMITATIONS
RECOMMENDATIONS● “Wellness” is not an ideal term to promote the center’s guiding concept as it is still new
in Vietnamese market and there tend to rouse confusion and misunderstanding within
people. Suggested alternative Vietnamese versions could be “lối sống lành mạnh”, “lối
sống khỏe đẹp”
● As illustrated through the findings, people often approach information via cyber
channels such as online newspaper, social networks in which Facebook is the most
popular and put their trust in their close social circles. From this ground, Mandala
should enhance their interaction on online platforms, posting members’ testimony
reviews and introducing discount programs for referrers.
● As people favours making juice at home over buying if the product does not contain any
special ingredients or formulas, Mandala should consider promote unique ingredients
and special technology/procedures to increase its value.
● While women with children under 10 years old are not potential target audiences for
Mandala’s practice program as the small children keep them occupied all the time.
LIMITATIONS● Due to the nature of convenient sampling, the findings may not be representative of
the whole target public.
● Some of the respondents are so busy that they leave early and misses the last
questions. Also, their leaving might have distracted or somehow deflated the
remaining people.
● One interview takes place in the respondents’ workplace in their lunch break
(before their meal). This may have affected their spirits and their responses
accordingly.
VI. APPENDIX & REFERENCES
Themes Findings Illustrative quotes
Wellness definition
“Wellness means keeping
a balanced lifestyle.”
“Cân bằng là vừa công việc, không có tiền cũng
chết mà phải có sức khoẻ nên hai bên cân bằng
lẫn nhau.”(Focus Group 2: Mrs.Huy)
“Cô nghĩ balance ở đây là cô không có đến phòng
gym mỗi ngày nhưng mà một tuần 3 buổi cô sẽ
tập ở nhà, tập yoga hoặc là mấy cái động tác ở
nhà thôi[...]. Ăn uống rất là balanced giữa có rất
là nhiều juice, nhiều fruit, nhiều rau. À uống rất
nhiều nước. Và còn lại cô nghĩ chỉ là cố gắng ngủ
cho đủ giấc và đúng giờ thôi.” (Individual
interview: Ms. Thanh)
Physical activities
Most respondents adopt
physical activities into
their lifestyle because they
desire to enhance their
resistance against illness
brought about by age,
relieve stress and improve
physical appearance
“Cái đó nó yên tĩnh, nó thoải mái mà sau khi tập
xong tập các động tác từ tốn, tập xong toát mồ
hôi nên người mình nó khỏe. Nó có nhiều tác
dụng. Ví dụ mình có những bệnh lí trong người
thì tập yoga thì nó cũng có tác dụng tốt. Cái thứ
hai nữa là tinh thần mình nó khỏe, mà nó cũng
làm săn chắc người cơ thể. Đó cũng là lí do cô
chọn yoga. Nó thì khó tập đó nhưng được cái nó
từ tốn, từ từ, không phải cái gì phải nhanh, dữ
dội. Hiệu quả của nó cũng đến từ từ nhưng mà
nó lâu.” (Focus Group 4: Ms Thu)
APPENDIX A: Key findings and illustrative quotes
Themes Findings Illustrative quotes
Physical
activities
Most respondents adopt
physical activities into their
lifestyle because they
desire to enhance their
resistance against illness
brought about by age,
relieve stress and improve
physical appearance
“Động lực đầu tiên là để cho mình đẹp thôi à, trở lại
cái thời mà vòng eo 57, 58” (Focus Group 2:
Ms.Dung)
“...bây giờ mình kiếm tiền để làm cái gì rồi cuối cùng
mình xấu quá chồng mình bỏ thì sao, đúng không?”
(Focus Group 2: Ms Huy)
“Cô thì cái cái khoảng thể chất, thể dục thì cô chưa
có hài lòng là cái thứ nhất, cũng chưa có sắp xếp
được thời gian để tham gia những cái khóa về thể
lực. Nhiều khi...sáng nhiều khi thì cũng..không dậy
Sớm nổi để mà có thể đi bộ, chạy bộ hay gì...rồi buổi
tối thì...tất cả các thời gian là con nó chiếm hết rồi
cho nên là mình cũng không có tham gia những khóa
tập thể dục được á. Là về cái mặt hạn chế là vậy.”
(Focus Group 2: Ms.Yen)
Mental
well-being
“Let it be” and “positive
thinking” is the most
popular solution to relieve
stress
“Nói chung là cái này là mình cái tuổi mình...tuổi các
cô nó đã trải qua... thành một giai đoạn đã trải
nghiệm nhiều, kinh nghiệm nhiều rồi nên cuộc sống
của mình có nhiều giai đoạn rồi thì có thể mình nhìn
nhiều sự việc mình có thể từ việc nhỏ thì nó nhỏ
hơn, còn việc to thì mình làm nó nhỏ lại.” (Focus
Group 4: Ms Thao)
“...như thế nào là chưa đủ, nên giờ mình cứ nghĩ là
mình đủ rồi, có thêm thì tốt không có thêm thì thôi.
Đó là buông bỏ là tâm an lạc.” (Focus Group 2:
Ms.Yen)
APPENDIX A: Key findings and illustrative quotes
APPENDIX A: Key findings and illustrative quotes
Themes Findings Illustrative quotes
Eating Eating plays
important role
in keeping
ourselves fresh
and healthy.
Nói chung là trong một bữa ăn hằng ngày là cô sẽ ăn thật
nhiều rau, nhiều rau hơn những cái khác,uống nước nhiều,
ăn nhiều rau, đồ ăn của cô thường ăn là hay thường...nếu
mà trong đây thì thường không có nhiều lựa chọn nhưng mà
trong đây họ cũng nấu rất nhiều món, thường cô chọn là cá,
ở nhà mẹ cô nấu thì hầu là cá, rất là lâu cô ới ăn thịt. (Focus
Group 4: Ms.Thu)
Dạng như là hôm đó là “no meat day”, chứ không phải là
dạng ăn chay nữa. Tức là không phải đến mức là “à hôm nay
là một ngày không được ăn chay”, ăn cấm kị gì hết mà chẳng
qua là mình hạn chế ngày đó cho mình cảm thấy dễ chịu
trong người thôi. (Individual Interview: Ms.Thanh)
Supplementary products
Supplementary
nutrition
products are a
norm for
primary target
audience.
Bây giờ nói..nói đơn giản nhất là bắt đầu tuổi 30 là nó..nó
bắt đầu là phải khuyến khích dùng thực phẩm chức năng.
Tại vì thực phẩm chức năng là đầu tiên là cái dầu cá nè, tốt
cho Mắt nè, rồi Tim nè, rồi..Khớp nữa (Focus group 4,
Ms.Thao)
Mình không biết là nó có bổ sung hay không, nhưng
mà..người ta cứ nói bổ sung là mình cứ uống thôi (Focus
Group 4: Ms.Lanh)
Nó chỉ giúp mình khỏe hơn 1 phần nữa thôi, thực phẩm
chức năng thôi chứ mình mình không thể lạm dụng nó được
, nó không thay thế hoàn toàn được, cái bữa ăn cần thiết
hơn là các thực phẩm chức năng. Nó chỉ bổ sung thêm ngoài
bữa ăn thôi. (Focus Group 3: Ms.Ngoc)
Themes Findings Illustrative quotes
Wellness evaluation
People have
perceived
their life as
“wellness”
already, but
they always
desire for
more.
“Nói chung là cái này là mình cái tuổi mình...tuổi các cô nó đã
trải qua... thành một giai đoạn đã trải nghiệm nhiều, kinh
nghiệm nhiều rồi nên cuộc sống của mình có nhiều giai đoạn rồi
thì có thể mình nhìn nhiều sự việc mình có thể từ việc nhỏ thì
nó nhỏ hơn, còn việc to thì mình làm nó nhỏ lại.” (Focus Group
4: Ms.Thao)
“À 3 cái thì tất nhiên tinh thần phải đầu tiên rồi,mình có tinh
thần thì mình mới làm mọi thứ trôi chảy, thứ 2 nữa là ăn uống
cho sức khỏe của mình, cho mình năng lượng mình làm việc,
vận động mỗi ngày, rồi thứ 3 mới là tập thể dục” (Focus Group
4: Ms.Thao)
Latent desired
activities
If I had more
time, I would
like to take...
Tại cô thấy cái môn đó (yoga) nhiều người người ta tập rồi
mang lại kết quả tốt giống như là khoẻ , rồi nội lực nó sẽ tăng
lên làm mình chống chọi được với các căn bệnh (Focus Group 3:
Ms.Phuong)
Thì thích hơn tại vì giống như mình có thể tập những động tác
cơ bản mỗi ngày cho xương khớp, về sức khoẻ mình có năng
lượng dẻo dai hơn, thì cô đang thích bữa giờ đang tìm cái dạng
như vậy (aerobics) nhưng không có (Focus Group 3: Ms.Loan)
Cô thì cảm thấy có cái lớp đó (mentaility-spirituality courses) mà
ý nghĩa được như vậy thì cô cũng thử, nếu mà đã nói về tính
cách mỗi người thì tính cách cô từ nhỏ đã sống nội tâm rồi.
Nhiều khi tham gia những cái lớp như vậy người ta sẽ hướng
dẫn mình những cái cách để thoát ra khỏi con người mình á nên
cũng muốn thử. (Focus Group 3: Ms.Yen)
APPENDIX A: Key findings and illustrative quotes
Themes Findings Illustrative quotes
Fitness choice
factors
Location and prices
are the most
considerable factor
when choosing
fitness center
“Cô chưa biết nữa, cô chưa có đi thử, cô có 2 cái để cô
lựa chọn, cô phải đi thử, yếu tố đối với cô gần nhất là
phải gần với công ty, có nghĩa là thời gian mình bỏ ra
để mình di chuyển trên đường nó ngắn, trưa nắng mệt
mỏi lắm thì nó gần xịt với công ty là nó..” (Forcus
Group 3: Ms.Phuong)
“Chị tập phòng gym cũng ngay gần nhà thôi tại vì mình
đã lười rồi mà còn đi tập xa nữa thì (cười) rất là bị dễ
bỏ cuộc nên thường là sẽ đi tập gần nhà để cho nó có
động lực hơn.” (Focus Group 1: Ms.Oanh).
“Cả 2 luôn, nhưng mà tại vì cô đã biết cái giá ở đó nó
phù hợp rồi, phù hợp rồi thì cô mới xét đến việc nó
gần nhất nữa (coi như là đưa tài chính lên đầu tiên rồi
– Cô Yến cắt ngang), nhưng nếu có 1 cái cao hơn cái kia
thì cô vẫn lựa yếu tố gần nhất, nói chung là cô vẫn ưu
tiên là nó phải gần công ty. Cho dù giá nó cao hơn thì
vẫn phải lựa gần nhất.” (Focus Group 3: Ms Phuong).
“Chủ chốt nhất hả. Cái thời gian thôi. Cái thời gian nó
phải phù hợp với mình. Thấy cái thời gian đó mình..tập
được, rồi cái chỗ đó nó..Gần với mình.” (Focus Group
4: Ms.Thao)
APPENDIX A: Key findings and illustrative quotes
Themes Findings Illustrative quotes
Fitness choice
factors
Juice/detox choice
factors
Location and prices
are the most
considerable factor
when choosing
fitness center.
Taste and natural
ingredients are the
most considerable
factors when
choosing juice
“..thứ 1 nó phù hợp về cái thời gian của mình,
cái thứ 2 là nó phù hợp về cái vị trí, có nghĩa là
có người có tiêu chí là chọn gần công ty, có
người tiêu chí là chọn gần nhà thì nó phải phụ
thuộc vào location, cái thứ 3 là cái gì, cái thứ 3 là
về cái ngân sách, là mình tập trong vòng 1 năm
hay là 6 tháng, 3 tháng thì cái ngân sách đó nó có
phù hợp với mình hay không” (Focus Group 2:
Ms.Dung)
“Nhưng mà quan trọng là nó chỉ trong cái range
là trong khoảng bao nhiêu đó nhưng mà...chất
lượng...nếu như mà 50-60, mức giá như vậy thì
quan trọng là cái công thức của nó có gì đặc biệt
so với ở nhà mình làm không. Nếu như mà nó có
những cái mà ở nhà mình sẽ không làm được. Ví
dụ nó cũng là ép bưởi ép cam ép chanh hoặc là
ép những cái thứ nào đó nhưng mà ở trong đó
nó sẽ có những cái thứ gì đó mà..mình không
biết được. Ví dụ như mình uống ở nhà mình tự
làm mình cũng có thể làm được nhưng mà ví dụ
như mình uống như vậy thì 1 tháng 2 tháng mới
có hiệu quả nhưng mà mình uống nó chỉ 1 tháng
có hiệu quả thì sao” (Focus Group 1: Ms.Bich)
APPENDIX A: Key findings and illustrative quotes
Themes Findings Illustrative quotes
Juice/detox choice
factors
Taste and natural
ingredients are the
most considerable
factors when
choosing juice
“Cái nước có ghi rõ được...thành phần…” - Ms.
Ngoc
“ Thành phần mà nó sử dụng trong cái đó.” Ms.
Phuong
“Cái vị cái vị trái cây nó mix như thế nào, có dễ
uống không. Ms. Ngoc
(Focus Group 3: Ms.Ngoc & Ms Phuong)
“..cái giá thì nó vô giá..nhưng mà cô biết được
cái giá thành của nó bao nhiêu mà cô vô mà cô
chấp nhận (tuỳ theo ở đâu – cô Dung), ví dụ như
cô vô New World là cô chấp nhận cô phải thanh
toán giá đó, cô vô Kumho là phải như vậy, là cô
biết được luôn nhưng mà cô biết giá trị nó tầm
khoảng 10.000 thôi, và cô biết luôn là ở nhà cô
chỉ dùng 2-3 trái cam là ra 1 ly rồi (nó bán theo vị
trí, đẳng cấp mà – cô Dung, có 10.000/ký, nếu
mà cam nhỏ..-cô Huy), đúng k, đó cái đó là bán
nếu nói về giá cả là con phải tính trên (biết hết –
cô Huy) là vị thế cái nhà hàng đó nó như thế nào,
trên cái địa điểm mà con ngồi con uống..”
(Focus Group 2: Ms.Yen)
APPENDIX A: Key findings and illustrative quotes
Themes Findings Illustrative quotes
Referral Accounts of real
experiences from
friends and
colleagues are
decisive.
“Chủ yếu là bạn bè..Có nghĩa là bây giờ chẳng
hạn như muốn đi tập yoga đúng không? Thì phải
tìm người thật việc thật, tức là người đó đã qua
rồi. Mình thấy người đó từ 50kg xuống còn 45kg
thì mình kiểm chứng, ờ ok... ba cái quảng cáo TV
ba lăng nhăng đó là các cô không xem nữa đâu”
(Focus group 2: Ms.Yen)
“Cả hai! Hầu như là coi trên mạng với từ bạn
bè. Bạn bè họ xài rồi, hay là làm cái gì rồi, họ
thấy tốt, họ giới thiệu cho mình, mình sẽ thử,
thử mình thấy ô-kê thì mình sẽ tiếp tục”
(Focus Group 4: Ms.Thu)
APPENDIX A: Key findings and illustrative quotes
TIME TASK
5 Dec 2016- 12 Dec 2016 Research secondary data about Wellness of middle-aged
women
13 Dec 2016 Recruit participants group interview #1
Prepare questionnaires
Prepare venue, consent form for #1
18 Dec 2016 Interview focus group #1
20 Dec 2016 - 23 Dec 2016 Code and point out key findings
Review and adjust questionnaires
Recruit participants group interview #2
Prepare venue, consent form for #2
24 Dec 2016 - 25 Dec 2016 Interview focus group #2
Code and point out key findings
Recruit participants group interview #3
Prepare venue, consent form for #3
26 Dec 2016 - 27 Dec 2016 Interview focus group #2
Code and point out key findings
Recruit participants group interview #3
Prepare venue, consent form for #3
28 Dec 2016 Interview focus group #4
29 Dec 2016 - 5 Jan 2017 Coded and pointed out key findings
Writing report
APPENDIX B: Project timeline
APPENDIX C: Consent form
● Individual interview
● Focus group #1 (18.12.2016)
APPENDIX C: Consent form
● Focus group #3 (26.12.2016)
● Focus group #2 (24.12.2016)
● Focus group #4 (28.12.2016)
REFERENCESAcademy 2016, ‘5 loi ich cua yoga doi voi dan van phong’, Academy, 19 September, viewed 3 January,
<http://academy.vn/5-loi-ich-cua-yoga-doi-voi-dan-van-phong>.
Creswell, J W 1994, ‘Research Design: Qualitative & Quantitative Approaches’, London: SAGE
Publications.
Euromonitor 206, ‘Consumer Lifestyles in Vietnam’, Euromonitor, viewed 4 January 2016,
<http://www.portal.euromonitor.com.ezproxy.lib.rmit.edu.au/portal/analysis/tab>.
Gibbs, A 1997, ‘Focus Groups’, Social Research Update, no.19
Internet World Stats n.d, ‘Vietnam: Internet Usage Stats and Marketing Report’, Internet World Stats,
viewed 5 January 2016, <http://www.internetworldstats.com/asia/vn.htm>.
Mandala 2016, ‘RMIT Research brief’, client brief for COMM2698 Contemporary Research, RMIT
University, SGS, viewed 6 December, Blackboard@RMIT.
Morgan, D L 1997, ‘Focus groups as qualitative research’, 2nd edition, London: Sage.
Nhung Hong 2013, ‘Giải mã “xuống cấp” tuổi 35’, DanTri, 21 August, viewed 2 January 2016,
<http://dantri.com.vn/suc-khoe/giai-ma-xuong-cap-tuoi-35-1377370611.htm >
Vyogaworld 2014, ‘Loi ich yoga cho phu nu trung nien’, Vyogaworld, 27 October, viewed 3 January
2016, <http://vyogaworld.net/tin-tuc/xem/161-Loi-Ich-Yoga-Cho-Phu-Nu-Trung-Nien>.
Zikmund W. & Babin B. 2006, ‘Exploring Marketing Research’, Indiana: Courier Corp.
For more info about Transcript and Nvivo file, please look at the link below:
<https://drive.google.com/drive/folders/0B0ZEfGCpAwEAM1FZeDNEQXA5aE0>
ACKNOWLEDGEMENTS
Vo Thi Diem TrangRMIT studentResearcher
Nguyen Thi Hoang LanRMIT studentResearcher
Nguyen Thi My NganRMIT student Researcher
Phan Ky ThoRMIT studentResearcher
Dang Ngoc TrinhRMIT student
Group Coordinator
Created by Marathon Agency
Dang Ngoc Trinh - s3533564Phan Ky Tho - s3517764
Nguyen Thi My Ngan - s3532947Nguyen Thi Hoang Lan - s3557606
Vo Thi Diem Trang - s3480032
Lecturer: Nguyen Van Thang Long
Date: January 6. 2017Word count: 3584 words
THANK YOU FOR READING.
