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Survey about shampoo usage and brand image in Vietnam
Q&Me is online market research provided by Asia Plus Inc.
Research Background
This survey clarifies the lifestyle related with washing hair among Vietnam female, as well as their brand perception
Gender: Female Age: 18-39 Location: HCM / Hanoi Number of respondents: 420
Respondents’ hairstyle
7% 6% 7%
12% 36% 32%
Twice per day
Once per day
Once per 2 - 3 days
Once per 4 - 5 days
Once per week
Less often
9%
24%
52%
5%9%
1%
9%
16%
66%
4% 4%1%
9%
20%
58%
4%7%
1%
HCM Hanoi
All
Frequency of hair wash
71% washes their hairs less than once per day
Q. How often do you wash your hair? (SA)
Bath tub Shower Sink Others
20%
77%
47%
10%
21%
88%
71%
7%
21%
82%
58%
9%
HCM Hanoi All
Bathroom facilities
Still the comfortable bathroom environment is not provided fully yet
Q. What kind of bathroom environment do you have? (MA)Q. Does your bathroom have hot water? (SA)
HCM Hanoi All
50%
79%64%
50%
21%36%
Yes No
Availability of hot water Bathroom facilities
Q. Please choose the types of products that you use usually.(Please choose all applicable) (MA)
Usage of hair care
Shampo
o
Rinse-i
n Sha
mpoo
Rinse o
r Con
dition
er
Hair pa
ck tre
atmen
t (was
hable
)
Hair pa
ck tre
atmen
t (not
for w
ash)
Soap
Others
75%
21%
35%
6%1% 4% 0%
88%
20%
53%
9%3%
7%3%
81%
20%
44%
7%2% 6%
1%
HCMHanoiAll
Usage of the independent rinse or conditioner is less than half, although the usage in Hanoi is higher
Q. Where do you buy hair care products? (shampoo, rinse, treatment etc)(MA)
Purchase locations
Supermarket 73%
Local Store / Street market 36%
Local Market 19%
Convenience Store 19%
Cosmetic shops 16%
Brand shops 13%
Drug store 6%
Friends 5%
Online / Facebook 4%
Purchase factors
Effect
Brand
Scent
Price
Ingred
ient
Promoti
on
Froaming Size
Rinse-i
n
Type (
Packa
ge/B
ottle)
67%
56% 55%50%
28% 27%
12% 11% 11% 10%
53%
15%11% 9% 6% 4%
0% 0% 2% 1%
Important Most important
Consumers buy products considering about effects most
Q. What is important (most important) when you choose shampoo (select all applicable) (MA)Effect = Prevent itching, hair loss, dandruff etc)
Q. Please share us all (the most) affected items to choose the brand in use (MA, SA)
Influence factor
TVC
Friend
s
Family
Intern
et Ads
Inform
ation
sites
Brand p
age
Store a
ds / P
OP
Faceb
ook
Newsp
aper
Magaz
ine
Promote
r lady
Billboa
rd
45%43%
36%
17% 16% 16% 15% 14% 13% 12%9% 8%
29%
21% 22%
4% 5%8%
3% 3%1% 2% 2% 2%
Influenced items Most influenced items
TVC and word-of-mouth (friends, family) are the dominant factors
Brand recognition and usage
Brand Stickness
Q. Do you stick with same brand or flexible? (SA)
Always same brand; 27%
Same brand but sometime flexi-
ble; 66%
Always flexible; 8%
74% are flexible to change the brand
Q. Please list up shampoo that you are in use currently (FA), N=543Those who were misspelled are included as long as we could identify the brand
Brand in Use (by free comment)
Dove are used by most, followed by CLEAR and PANTENE
DOVE
CLEAR
PANTENE
SUNSILK
Head &
Sho
ulder
Rejoice
TRESemme
My Hao
Double
Rich
X MEN
Lifeb
uoy
THÁI DƯƠNG
26%
17%16%
12%
7%5%
3% 3%2% 2%
1% 1%
Influenced items
Q. Please list up shampoo that you are in use currently (FA), N=543Those who were misspelled are included as long as we could identify the brand
Top of the mind (BD) (by free comment)
Clear & Dove are most associated shampoo brand.
CLEAR
DOVE
SUNSILK
PANTENE
Head &
Sho
ulder
Rejoice
THÁI DƯƠNG
ENCHANTEUR
TRESemme
Double
Rich
L'Orea
l
X-Men
Lifeb
uoy
All Hanoi HCM 18-24 25-29 30-39
Q. When you hear, “shampoo brand for elderly (youth), which products come up on your mind? (youth =N=888, eldery N=820)Those who were misspelled are included as long as we could identify the brand
Brand for youth and elderly (by free comment)
Dove is most associated with youth image, while Thai duong is for elderly
SUNSILKDOVE
CLEAR
PANTENE
THÁI DƯƠNG
Rejoice
Head &
Sho
ulder
bồ kế
t
My Hao
Lifeb
uoy
TRESemme
X-Men
L'OREAL
Roman
o
20%19%
13%11%
10%
7%
4% 4%3%
2%1%
19%
25%
16%
13%
0%
6% 6%
0%1% 1% 1%
3%1% 1%
Brand for elderly Brand for youth
Brand voice of customer comparison (by free comment)
21
SUNSILK
CLEAR
PANTENE
Head &
Sho
ulder
Rejoice
My Hao
TRESemme
X-Men
Double
Rich
THÁI DƯƠNG
Lifeb
uoy
bồ kế
t
L'OREAL
Roman
o
ench
anteu
reur
Brand for elderly Brand for youth Brand in use Top of the mind
Q. Please choose the brand that is applicable to each image (SA)N=375, those who chooses shampoo themselves
Brand Image (by choice from given 5 brands)
Brand for me Good for my hair
Advertised a lot
A good quality Easy to find Premium Affordable Endorsed by celebrity
Pantene Head&Shoul Sunsilk Dove Rejoice
Dove for the high-quality and premium image. Sunsilk affordable and easy-to-find.
Respondent profile
Full-time employ-
ment; 58%
Part-time employment;
8%
Self-owned business; 7%
Freelancer; 4%
Full time ‐homemaker;
3%
University student; 18%
Others; 3%
Occupation
HCM; 53%Hanoi; 47%
Residence
Single; 49%Married; 50%
Others; 1%
Married Status18-19; 7%
20-24; 24%
25-29; 25%
30-34; 35%
35-39; 9%
Age
Q&Me – Smartphone market research
Who we are (1) – What is Q&Me
Q&Me is the online market research services in Vietnam. Due to our online utilization and direct panels, we offer the researches in days with 1/3 of the traditional research company cost.
Affordable Quick High qualityTakes 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
<9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-
17%
8% 8% 8% 8% 8% 7% 7% 7%
22%
0%1%
18%
31%
22%
14%
7%
3% 3%
1%
Stats Q&Me
Active users by age Urban user ratio (top 6 provinces)
Stats Q&Me
22%
51%
78%
49%
Top 6 provinces Others
Who we are (1) – Q&Me panelist
Due to the utilization of online, our service is best suited for the survey targeting 10’s – 30’s in urban areas
Contact Us
URL: http://www.qandme.netContact: [email protected]
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, VietnamTel. +84 839 100 043
Q&Me is online market research provided by Asia Plus Inc.