Market Research

Jan - 2010

HCMC

HA NOI

HIGHLIGHTS:

Consumers attitude & behaviour toward Tourism & Entertainment

Top 10 TVCs ranking

About
Viettrack is a monthly market research developed by FTA Research & Consultant, the representative of ESOMAR in Vietnam. Viettrack is done according to ISO 20252:2006, the international quality standard in market research and ESOMAR Code of Conduct. Viettrack aims to: Provide snapshots on Vietnam consumers based on 400 Vietnamese consumers across 2 key cities (HCMC = Hanoi = 200 respondents, SEC = ABC, randomly selected, age = 16 - 50) 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 the most effective and valuable for investment use of market research. Eventually, this would help reduce marketing failures and expand the market research industry in Vietnam

Consumers attitude & behaviour toward Tourism & Entertainment

Viettrack complies ISO 20252:2006, the international quality standard in market research

Total
Holidays
52

HCM
53

Hanoi
51

Weekends

24

19

29

Personal or family anniversary

20

16

25

N=400

N=200

N=200

Total
New Year April 30th International Labour Day September 2th Christmas Mid-autumn fesival June 1st International Women Day
13 10 24 15 45 40 65 65

HCM
71 63 37 45 12 8 14 8

Hanoi
59 68 54 34 36 23 11 12

Now, Vietnamese people often travel on holidays and weekends. New year and April 30/May 1 are high time for travelling

N=208

N=106

N=102
Viettrack Market Research - Jan 2010

Q. When do Vietnamese people often travel? On which ocassions?

Total
Mean
Over year/time 10-11months/time 8-9months/time 6-7months/time 3-5months/time 2-3 months/time 1month/time Many times/month 22 3 28

HCM
4.4
2 8 4 14

Hanoi
6.72
0 27 10

One-week travels are common and travels from 2 to 4 days are the most one

5.56
1 17 7 21

Total
Mean
Over 7 days

HCM
2.77
2 6 4 8 20

Hanoi
3.19
1 4 27

34 29

2.98
1 3 4 18

33 5

23 7 days 11 1 5 days 4 days 3 days

N=400

N=200

N=200

35 50 51 33 6 10 16 3

Vietnamese people often travel once every 3-5 months or 2-3 months

2 days 1 day

N=400

N=200

N=200

Q. How often do you/ your relatives travel? Q. H long do you/ your relatives travel?

Viettrack Market Research - Jan 2010

Budget for travel is about 2.000.000-5.000.000 vnd per year. The average budget is 5,000,000 vnd, which is not very much different between HCMC and Ha Noi.

Total
Mean 4,878,750
3 9 5 9
14

HCM
4,862,500
3 12 6 5
9

Hanoi
4,895,000
3 6 4 13

Over 12.000.000 VND 8.000.001 10.000.000 VND 7.000.001 8.000.000 VND 6.000.001 7.000.000 VND 5.000.001 6.000.000 VND 4.000.001 5.000.000 VND 3.000.001 4.000.000 VND 2.000.001 3.000.000 VND 1.000.001 2.000.000 VND Less than 1.000.000 VND

19

19 19 17 18 20 18 6 1
N=400

20

23 13 81
N=200

5 1
N=200
Viettrack Market Research - Jan 2010

Q. How much do you spend on travel every year?

Total
5

HCM
6

Hanoi
4 22

Vietnamese people prefer to operate tours themselves than booking at travel agencies.

Partners
32 42

Friends

Total
Family and relatives
62 74 50

HCM
2 14

Hanoi
4 1

91

Travel on one's own

1 2

Go together with other tour

N=200

N=400

N=200

Book tour at travel agencies

90

85

95

Travel with family and relatives is the most common, the next is travel with friends. Saigoneses prefer traveling with friends. Contrary to that Hanoians prefer traveling with family, relatives.

Operate tours themselves

N=400 N=200 N=200

Q. With whom do you often travel? Q. Which kind of travel do you often use?

Viettrack Market Research - Jan 2010

Total
3

HCM
3 23

Hanoi
2

Tour combined team building

41 60

Tourist sights are preferred (NhaTrang sea, Halong bay..). But when traveling in the city, leisure and entertainment centers are preferred.

Relaxing tour
74 56

Ecotour

39

Total
Tourist sights

HCM

Hanoi

N=400

N=200

N=200

Leisure and entertainment center

86

78 93

Vietnameses prefer ecotourism and Relaxing tours

Shopping center

Water park
113

20 1

1 5

N=400

N=200

N=200

Q. Which kind of tour do Vietnameses often travel? Q. Where do Vietnamese often travel?

Viettrack Market Research - Jan 2010

Saigoneses aware of Saigon Tourist mostly, Hanoians Dat Viet Travel.

Total
20 15 1117 27 9 13 25 57 11 47 12 4 9 15 4 10 15 39 3 20 18 33 39 48 3542

HCM
40 29 1 8 1 9 3 1 13 3 7 5 6 1 2 3 4 2 22 17 30 18 38 37 43 41 46 1 65 3 1 1 4 68 79 96 84 1 1

Hanoi

22 34 47 17 26 9 1420 7 13 24 9 17 27 9 20 28 42

3 11 22 2 811 1 9 1 16 2 147 0 7 17 20 15 23

17 21

14 9 1 7 13 13 33 1

N=400

N=200
A id e d a w a r e n e s s T h e sec o n d aw aren ess

N=200
T h e f ir s t a w a r e n e s s

Q: Which travel companyies are mentioned most?

Viettrack Market Research - Jan 2010

Saigon Tourist is the leading company in the list of the most regularly-used travel companies, the next is DatViet Travel and BenThanh Tourist companies.

Total Tourist company

Total

HCM
N= 69

HCM N=69

HN N = 37

HN N = 37

N = 106 N = 106

Q: Which tourist companies do you often use? Which companies is the most regular used company?

Viettrack Market Research - Jan 2010

Quality of service, price and tour guide are the most important factors driving the favorite travel company choice.

Like

TOTAL

HCM

HN

Total
Mean
Very much
4.09

HCM
4.17

Hanoi
3.95 %

20

3 29

Like 70 59

89

Considerate service Reasonable price Professional guide Humorous guide Enthusiatic guide Attractive tour Tour with promotion and gifts Good room service Abundant tour

N = 106 N = 69 N = 37 49 54 41 35 29 46 19 10 35 16 23 3 16 7 32 10 16 0 9 10 8 9 9 8 8 6 11

Neutral 10
N=106

Dislike
12
N=69

TOTAL

HCM

HN

8
N=37

N = 106 N = 69 N = 37 Expensive 4 1 8 Waiting for long time 3 4 Car overload 2 3 -

Viettrack Market Research - Jan 2010

Reasonable price, abundant programe tour, considerate service are the most important factors driving the travel company choice. Besides, Hanoians also care about quality of tour operation: pick-up service, neat lodging.

Total
Brand Prestigious company Sensible price Abundant programe tour Enthusiatic guide Professional guide Professional agent Package tour Tour with added promotion Good quality service Discount Means:

HCM
4.01 4.18 4.4 4.32 4.24 4.16 4.11 3.97 3.98 4.19 4.01 4 5 1 4.04 4.21 4.39 4.3 4.24 4.16 4.03 3.83 3.9 4.09 3.85 4 5 1

Hanoi
3.98 4.17 4.41 4.34 4.25 4.17 4.18 4.11 4.07 4.29 4.18 4 5

2 3 N=400

3 N=200

3 N=200

Q. How important are the factors driving the travel company choice?

Viettrack Market Research - Jan 2010

Tourists prefer traveling on car with 12 seats or scooters. Travel with family over 5 members, they tend to hire a car. But they prefer driving scooter when traveling alone.

Total

HCM

Hanoi

Car with 12 seats

27 45 64

Scooter

53
Car with 50 seats

37 21

Other

15 3
N=400

19 1
N=200

11 4
N=200

Q. How do you often travel?

Viettrack Market Research - Jan 2010

Generally, everyone stops somewhere to take a rest during routine tour. But where do they often stop? Travel agencies would be interested in this question. In most cases, they often stop at street vendors, any place and gas filling stations.

Total

HCM

Hanoi
%

No

Street vendors

95

Any where

67

56 79

Yes

Gas filling station

15 15 23 6
N=200

Super market

N=400

13 5
N=400

14 3 4
N=200

Viettrack Market Research - Jan 2010

Most of tours are known through relatives/friends introduction. The next is TVCs, print ads and internet.

Total
Relatives/ friends TVCs Internet Print ad Banner PR on newspaper, magazines Leaflets at station, airport, bus station Ads outdoor
8 6 5 4 2 2 20 18 15 30 37 29 30 5 7 3 4 60 60 4 85

HCM
40 26 31 12 29 47 26 31 61 75 88 4

Hanoi
7995 32 12 29 0 13 4 1 14 1 13 5 28

N=400

N=200

N=200
Awareness Effect

Viettrack Market Research - Jan 2010

TVCs Ranking

Viettrack complies ISO 20252:2006, the international quality standard in market research

Notes on research design

FTA monitors and records a list of 30 TVCs are mostly broadcasted during golden hour (07:30PM 11:00PM) daily. This list is used in the research to identify Top 10 TVC Ranking.

The next slides are the result of top 10 TVCs viewed and preferred amongst the list of 30 TVCs in December/January 2009

Viettrack Market Research - Dec 2009

Heneiken beer Happy new year, Comfort 1 rinse Andy & Lily & Pepsi - I can - Penguine are the most favourite TVCs

Total
Heneiken beer - Happy New Year Comfort 1 rinse - Andy & Lily Pepsi I can - Penguine Omo Tet ad Dr.Thanh Nong trong nguoi Pond's Trang hong rang ro Sunsilk Khuyen mai dien thoai Nokia Vip milk-coffee. Vip stylish Red bear fast noodle C2 tea Lam viec hay ngat ngay phong cach Nippon paint P/S ngua sau rang Nuoc giat Ariel Viso Trang tinh khoi cho khoi dau hoan hao Nuoc trai cay sua VFresh
23 18 17 17 14 14 13 12 10 9 9 8 8 55 60 60 64 69 60 51 64 69 33 28 70 73 69 74 79 84

HCM
28 19 35 18 18 17 13 14 13 14 11 9 12 10 9 57 65 56 53 77 83 83 78 80 72 69 66 67 69 68

Hanoi
38 36 12 18 17 18 15 15 13 10 9 10 7 7 7 60 53 55 51 47 74 55 62 70 63 67 67 79 75 85

N=400

N=200

N=200
W a tche d L ik e t o w a t c h

Q: Which TVCs have you watched in last moth? Which TVCs do you like? Viettrack Market Research - Jan 2010

TVCs Heneiken beer - Happy New Year is the most unique TVC. The next is TVCs Comfort 1 rinse Andy and Lily & Pepsi I can.

Total
Heneiken beer - Happy New Year Comfort 1 rinse - Andy & Lily Pepsi I can - Penguine Omo Tet ad Dr.Thanh Nong trong nguoi Pond's Trang hong rang ro Sunsilk Khuyen mai dien thoai Nokia Vip milk-coffee. Vip stylish Red bear fast noodle C2 tea Lam viec hay ngat ngay phong cach Nippon paint P/S ngua sau rang Nuoc giat Ariel Viso Trang tinh khoi cho khoi dau hoan hao Nuoc trai cay sua VFresh
32 29 25 23 16 16 15 11 11 10 10 9 8 8 7

HCM
31 25 38 20 11 14 17 14 12 9 7 6 10 9 9

Hanoi
34 32 11 26 21 18 13 9 10 10 13 12 7 7 5

N=400

N=200

N=200

Q: Top 3 TVCs most unique?

Viettrack Market Research - Jan 2010

Month Market Research

Your feedback and enquiry on Viettrack is highly appreciated. The next Viettrack will come in on 15th March 2009

Contact: Truong Vu Thuy Loan, CRM Manager Tel: +84 8 3514 2584 Email: loantruong@fta.com.vn www.ftaresearch.com