Young consumers aged 20-29 in Vietnam's major cities were surveyed about their lifestyles and habits. Key findings include: - Watching TV, listening to music online, and spending time with family are the most common leisure activities at home. Eating out, visiting coffee shops, and shopping are popular outside activities. - HBO is the most watched TV channel, followed by VTV3 and HTV7. Google is the most visited website. - Career advancement is the top personal concern, followed by further education. Promotion/salary increase is the most important objective. - Casual styles showing personality or following trends are preferred fashion approaches. Black, white, pink and blue are

2. Market research top-line Apr 2011
HCMC HA NOI DANANG CANTHO
HIGHLIGHTS:
Young consumers aged 20-29
– lifestyle and behavior

3. About
 Viettrack is a monthly research news-letter developed by FTA Research & Consultant,
the representative of ESOMAR in Viet Nam. It is conducted base on a monthly
research. It aims at delivering comment, evaluation and true feeling of research
objects about present time’s economic situation as well as promotion campaigns or
products to producers and marketers. It is expected to help them understand to offer
better service to unsatisfied demand of consumers.
 Viettrack is done according to ISO 20252:2006, the international quality standard in
market research and ESOMAR Code of Conduct.
 Viettrack Apr 2011 is conducted on the population aged 20 – 29, in 4 largest cities of
Vietnam (Hochiminh, Hanoi, Danang, Cantho) with the sample size N=600. This
study aims to portrait the young consumers aged 20 – 29 year old in the general
scenario. Thus, this information will help marketers got a general image about this
consumer target for making their marketing strategy.

6. Table of content
Habits &
Lifestyle
Media habit
Expenditure
& Purchase
habit
Personal
information

7. Habits &
Lifestyle
Media habit
Expenditure &
Purchase
habit
Personal
information

8. Activities & Leisure
%
Activities/Leisure that often do?
Watching TV
AT HOME LEISURE
95
Listenning to music 79
Online 76
Reading news/magazine 69
Watching TV, online and
Spending time with family 55 listening to music are the most
Reading book 44 preferred leisure at home.
Doing exercise/Playing… 33
LEISURE/ACTIVITIES
Eating out 85
OUTSIDE
Going to coffee shop 80
Hanging out with friends,
Shopping 68 eating out, going to coffee
Going to music show 26 shops and shopping are the
most favorite activities for the
Going to movie/drama… 23
time outside.
Meeting with friends 74
ACTIVITIES
Office/School activities 20
SOCIAL
Except hanging out with
Community/Charity… 14
friends, the time for other social
Organization/Club activities 9 activities is not remarkable
N= 600

9. Differences across target groups about activities & leisure
 Young consumers in HN spend time for being with their friends & family most.
 Except HN young people spending more time for online than for watching TV, young people in other cities spend time
most for watching TV, regarding at home leisure
 Among OOH leisure, going to coffee shop is the most favorite activity for young people in HCM and CT, while for those
in HN and DN, it is eating out.
 Young consumers in HCM & Da Nang more often join community/club activities rather than just meeting with friends.
 Female spend more time for watching TV and shopping than male, while male online and going coffee shop more
often.
Which are 3 most often activities & leisure?
HCM HN DN CT 20-24 25-29 Male Female
N= 150 150 150 150 300 300 300 300
AT HOME LEISURE 92 91 88 92 89 92 88 93
Watching TV 44 29 45 53 38 47 35 50
Lis tenning to music 34 19 19 22 29 18 20 27
Online 35 33 25 14 35 18 34 19
Reading news/magazine 13 6 13 7 8 11 8 11
Spending time with family 20 46 23 23 19 37 22 34
Reading book 7 7 11 5 10 5 7 8
Doing sport 9 11 4 6 5 10 12 3
OUT OF HOME LEISURE 76 71 80 88 78 79 82 75
Eating out 38 35 47 40 39 41 40 40
Going to coffee shop 38 29 33 49 38 36 54 21
Shopping 19 23 27 23 21 25 11 35
Going to mus ic show 5 1 1 2 3 2 3 2
Going to movie/drama theatre 5 3 4 - 4 2 3 2
SOCIAL ACTIVITIES 32 55 47 55 51 44 50 45
Meeting with friends 20 48 29 51 40 34 39 35
Office/School activities 7 8 8 2 6 6 6 7
Community/Charity activities 3 - 9 - 3 3 3 3
Organization/Club activities 3 1 3 3 2 2 2 3

10. Fashion style
Demonstrating the personal characters and being good to catch up the trend are the key words
for fashion style of the consumers aged 20 – 29 y.o.
 Hanoi’s young consumers are differentiated by the need of showing their personality by
dressing
 Young people in Danang show the highest percentage of “dressing sometimes on trend,
sometimes on personal style”.
 Young consumers in HCMC tend to dress differently more than those in other cities, while
who in Cantho more often dress after the movies’ characters.
Which statements suit your fashion style?
TỔNG HCM HANOI DANANG CANTHO
Showing characters through %
13
dressing 27 26
28
Always update the newest trend 39
21
12 7 9
3 0
1
3
Only the famous clothes brand 4 9
7
4 12 4
3 3 3
Dressing after the characters in 52
4
movies
61
Dressing differently from others 50 50 51
37
Dressing sometimes on trend,
sometimes on personal style
N=600 N=150 N=150 N=150 N=150

11. Personal style & Favorite colors
Black & White are the most favorite colours among consumers of
this age group. Next are pink, ocean-blue, d and yellow.
Apart from the white colour chosen by both male and female., male
seem to prefer black and ocean-blue, while female like pink.
More than a half chose the simple &
%
nice for their personal style.
Korean style seems to be an important White 22
trend among 20-29 y.o people. Black 21
Pink 12
Simple and nice 54
Ocean-blue 10
Korean 12
Red 9
Cute 9
Yellow 8
Outstanding 5
Classical 4
Green 5
Youthful 3 Violet 4
European 3 Sky-blue 5
Dynamic/Sport 2 Brown 2
Formal 2 Grey 1
Neat 1 Orange 1
Elegant 1 Male Female
Stylish 1 N= 300 300 %
Vietnamese 1 White 23 22
Chinese 1 Black 31 10
Pink 1 23
Modern 1
Ocean blue 13 7
Hiphop 1 Red 9 9
N= 600 Yellow 5 10

12. Favorite TVCs and favorite singers
It seems that the 20-29 y.o. consumers are attracted
most by enjoyable commercials. That’s why “Vinamilk
fresh milk” is on top of the favorite TVCs and
Heneiken, Comfort come to the next.
%
Vinamilk fresh milk 100% 12 % Dam Vinh Hung 13
Heneiken 7 My Tam 8
Dan Truong 7
Comfort fabric conditioner 7
Cam Ly 6
Dr. Thanh herbal tea 3 Ho Ngoc Ha 3
Cocacola 3 BackStreet boys 2
Noo Phuoc Thinh 2
OMO detergent powder 3
Cao Thai Son 2
Beeline 2 Quang Dung 2
O degree Green tea 2 Minh Hang 2
Sunsilk sampoo 2 Lam Truong 2
Ho Quynh Huong 2
C2 green tea 2
Knorr seasoning powder 2 The 1st place of the ranking board for singers
belongs to Dam Vinh Hung. My Tam, Dan
Pepsi 2 Truong and Cam Ly keep the next 3 positions.
Xmen sampoo 2 As the percentage of favourite is distributed
across the singers, almost are less than 10%,
Nescafe - café Viet 2
can see that no one can get a dominating
N= 600 position among 20-29 audience.
N= 600

13. Personal concerns
For the 20-29 age group, their most important concern is career. It holds the top
position. It has a large gap with 2nd concern: “family”, specially in HCM and Danang.
Finance is considered as 3rd important, same as study.
• Young peolple in Hanoi & Cantho concern of family more than in other cities
• Female think about family, study and health more than male, when male concern
more about career, finance and love.
Most concerned TOTAL HCM HN DN CT MALE FEMALE
%
Career 28 26 31
34 36 37
45
Family
Studying 24 25 21
19 15 16
Finance 11
16 19 16 11 17 14 18
Love
16 14 13 18 14
Health 20 18
8 11 12 5 6
Friends & Social 4 10
4 4 8 3 8
3 2
3 3 5 1
3
relationship 2
N= 600 150 150 150 150 300 300

14. Personal objectives
Which is your most important objective?
Salary Promotion/Salary increase is the most critical objective of the 20-
%
increase/Promotion 29y.o. people. Higher studying is secondly important.
28 Higher studying
• For young people in HCMC, a dynamic market, Promotion/Salary
Investment/Getting rich increase target is remarkably higher than other objectives.
16
Buying a valuable item • Meanwhile, there is a quite balance across the top four
14 objectives in Ha Noi. HN’s young people seem to much
Taking care of children appreciate family values, they are setting their objectives of
10 getting married/having babies and taking care of children more
Getting married/Having than in other cities.
8
babies
7 • While male aim to getting rich more than female (17% vs 10%) ,
6 Buying house/land
more female want to get higher education (17% vs 15%).
% HCM HN DN CT 20-24 25-29 Male Female
Salary increase/Promotion 37 17 32 25 19 36 30 25
Higher studying 15 18 14 18 28 5 15 17
Investment/Getting rich 14 17 17 7 13 14 17 10
Buying a valuable item 5 17 8 12 14 6 9 11
Taking care of children 5 11 5 10 3 12 4 11
Getting married/Having babies 6 9 5 7 6 8 7 6
Buying house/land 5 1 10 5 3 8 6 5
Giving help to family 4 9 1 5 5 5 4 6
Buiding/Reparing house 2 1 2 5 1 4 3 2
N= 150 150 150 150 150 300 300 300 300

15. Habits &
Lifestyle
Media habit
Expenditure &
Purchase
habit
Personal
information

16. Favorite TV channel
Which are 3 TV channels that you watch most often?
%
HBO is ranked first amongst their favorite VTV3 45
75
channels, VTV3 is second and HTV7 comes to third. HBO 49
71
VTV1 21 58
HTV7 27
56
HTV9 21 50
24 46
VTV2 6 34
HCM HN DN CT Total
SCTV 14 25
HBO 52 49 47 46 49
HN1 11 19
VTV3 12 85 54 30 45
HTV7 41 3 33 32 27 HTV3 4 19
Star DRT1 7
25 21 33 16 24 16 Top 3 most often
Movies
Disney 7
VTV1 8 38 25 12 21 16
Star Sports 7 Often
HTV9 39 2 24 19 21 16
Let's Viet 4
16
CVTV 4
14
THVL 12
13
Fashion-TV 5
13
Discovery Channel 4 12
N= 600

17. Favorite Internet Website
Google is the Internet website that Which are the websites that you often visit?
young people visit most often.
% • Hanoi’s young people visit News website more often than those in
others cities.
google.com 68 • Danang has the highest rate of using social network websites
24h.com.vn 54 (especially Facebook) and music websites.
Zing.mp3.com 46 • Among news websites for Teen audiences, Kenh14.vn is more popular
in Ha Noi and Da Nang, while zing.news.vn is more popular in HCM
Youtube.com 45
Dantri.com.vn 44
Yahoo.com 41 HCM HN DN CT
%
Vnexpress.net 150 150 150 150
36
google.com 69 72 69 63
facebook.com 35 News website 83 92 87 61
tuoitre.vn 31 24h.com.vn 44 71 69 31
Kenh14.vn 29 Dantri.com.vn 25 75 54 22
ngoisao.net Vnexpress.net 31 50 45 17
23
ngoisao.net 22 27 31 12
Zing.news.vn 23 tuoitre.vn 33 33 28 29
nhaccuatui.com 20 thanhnien.com.vn 14 11 31 15
Me.zing.vn 19 Kenh14.vn 15 43 53 7
thanhnien.com.vn 18 Zing.news.vn 29 29 21 13
Social network web 77 67 81 61
nhacso.net 18 facebook.com 34 35 53 18
enbac.com 11 Yahoo.com 41 33 43 47
Others 14 Me.zing.vn 25 17 20 13
N= 600
Youtube.com 40 47 47 46
Music website 54 53 75 58
Zing.mp3.com 34 37 64 48
nhacso.net 20 21 18 12
nhaccuatui.com 14 23 22 23
enbac.com 6 22 12 3

18. Favorite Magazines & Newspapers
Which are the newspapers and magazines that you often read?
Tuoi Tre Tuoi Tre, Thanh Nien, Bong Da
53 %
and Tiep Thi & Gia Đinh are the
Thanh Nien 44 most favorite magazines
Tiep Thi & Gia Dinh 33 newspapers among 20-29 people.
Bong Da 31
An Ninh The Gioi 24
The gioi phu nu 19
Phu nu Viet Nam 18
Lao Dong 18
Sai Gon Tiep THi 17
Tien Phong 11
Hoa Hoc Tro 9
The Thao Van Hoa 8
Cong An 7
Dep 7
Muc Tim 7
Sinh vien (Hoa Hoc Tro 2) 6
N= 600

19. Top hot news in the month
In the last one month, young people are being interested most in the increase in
electric/oil price and the catastrophe in Japan along with its impacts.
The gold and USD exchange rate is also among the most hot news.
%
Increase in electric & oil price 93
The catastrophe in Japan 87
The impact of radiation from Japan 58
Gold/USD exchange 57
Inflation 44
Hoan Kiem lake's turtle 43
War in Libya 40
Unemployment 39
Corruption 36
Assets price 28
Earth hour 28
Disater in Vietnam and region 27
Increase in medicine price 27
Backstreet Boys' show in Vietnam 26
Champions League 24
Collaption of Len Co quarries 20
Ngoc Quyen takes nude photo for environment 19 N= 600

20. Habits &
Lifestyle
Media habit
Expenditure
& Purchase
habit
Personal
information

21. Personal expenditure
 Food expense occurs the largest part of 20-29 consumers’ expenditures.
 Communication & Transportation, Clothes & Beauty products are other major expenses.
 Love affair also requires a certain expense (7%)
Others
10%
Food
Savings 26%
13%
Love
N= 600
7%
Transportation -
Communication
Clothes & 13%
Beauty product
13%
Entertainment
12%
Education
6%

22. Differences across the target groups about
personal expenditure
• Food is a very big expense for 20-29 y.o. people in HCM city
• Young people in Da Nang have more savings than those in other cities (17%).
• By gender, female spend more for clothes and beauty products (16% vs. 11%), while less for love and
communication & transportation.
HCM HN DN CT 20-24 25-29 MALE FEMALE
Food
24 22 23 26 26
27 28
Transportation - Communication 36
Education 13 13 14 13 13 14 11
5
Entertainment 13 8 7 8 5 7
6
11
5 10 13 11 10
12 12
Clothes & Beauty product
12 12
14 12
14 14 11 16
Love 11 6
6
8 7 7 8 5
5 17
Savings 10 17
12 10 12 13
14
Others 12 12 10 10 10 10 10
7
N= 150 150 150 150 300 300 300 300

23. Purchasing attitude
They are ready to pay more for additional functions and prestigious manufacturers. They choose a
product according to their own taste. They’re used to searching for information before making a
purchase.
%
A A is more suitable Same B is more suitable B
1. Pay more attention in design 44 12 44 1. Pay more attention in function
2. Willing to pay more for those product 2. Only need product with basic
44 21 35
with extra functions functions
3. Choose product by following the 3. Choose product by following their
TREND 28 17 55
own taste
4. Be the first to try a new product 4. Just use product which being used by
45 22 33 many people
5. Can go shopping anytime even when
do not have the need 38 19 43 5. Shop just when in need
6. Search for information before making
49 17 34 6. Make decision right in the store
purchase
7. Willing to pay higher for the 7. Prefer to low price than prestigious
prestigious manufacturer 50 20 30 manufacture
8. Preferred foreign brand 34 25 41 8. Foreign brand is not important
9.Like consult for other people when 9.Don’t have any idea when other
they shopping 34 26 40 people’s shopping
10. Is a main decision maker for almost 10. Only being the main decision maker
34 25 41 for their own personal products
family’s durables
11. Like online shopping 16 26 58 11. Don‘t like online shopping
N= 600

24. Decision role in household purchase
Female is the main decision maker in purchase of food and necessities categories. Male
is more often to be the main decision maker in purchase of durable and hi-tech items.
Main decision make
Take part in decision
Completely not take part %
Food
Male 22 46 32
Female 54 42 4
Necessities
(Personal care, toiletries, etc) Male 33 51 16
Female 53 42 4
Durable items
(TV, washing machine, Male 59 39 2
refrigerator, etc) Female 22 63 15
Hi-tech items
(Mobile phone, laptop, PC, etc) Male 62 36 3
Female 24 59 17
N= 600

25. Purchase place – Necessities & Food
Wet market and grocery store are the most popular places for For buying food, wet market is still being
necessities purchase (Personal care, toiletries,..). Supermarket is the 1st common choice.
also an important shopping channel.
Next is supermarket, but not very
• While in HCM, Da Nang and Can Tho, people buy necessities in
wet markets more often, Hanoi’s people buy this almost in remarkable.
grocery stores. HCM city has more young people who do
• In HCM and Can Tho, Supermarket is the 2nd preferred place not buy food by themselves.
for purchasing necessary products.
Necessities Food
TOTAL HCM HN DN CT TOTAL HCM HN DN CT
1
Wet market
30 33
Grocery store 45 40
54
Specialized store 81 75 80
28 22 85 84
19
Convenient store 2 17
1
9 6 8
Supermarket 21
8 29 6
13 1
Department store 18 13 4 8 4
13 24 6 7 6 2
13 7 9 15 9 10 11
Not buy 6 2 6 1 2
% N= 600 150 150 150 150 600 150 150 150 150

26. Purchase place - Clothes & Beauty product
Young people buy clothes and beauty products mostly in closthes/cosmetics shop and
supermarket. Besides, 15% is for wet market and 11% for department store.
• In Ha Noi, clothes/cosmetics shop is dominant
• Among the cities, Can Tho has a very high percentage of buying in Supermarket
and department store. These places should be take into consideration for
communication/promotion planning.
TOTAL HCM HA NOI DN CT
15 2
Wet market 16 19
25
%
Clothes/Cosmetics shop
21
Convenient store 40 41 25
84 3
Supermarket 1
2 2
Department store 39
27 33
TV shopping 28
Not buy 11 7 9 17
11 5
2 1 5
N= 600 150 150 150 150

27. Important factors for choosing Durables & Hi-tech items
For durable items (househould appliances: TV, refrigirator, wash machine,..), the 20-29 y.o consumers consider
most about price, durability, fuel saving, guarantee and design respectively.
While for hi-tech products (mobile phone, PC,laptop,..) they consider more about durability, prestige of brand,
guarantee and design. The price seems to be not a matter.
Reasonable price
%
Durability
Electric/Fuel saving
Guarantee
Nice design
Prestige manufacturer/brand
Function
Wellknown brand
Trusted by relatives/friends
Promotion
Customer services
Origin of making
Familiar brand
New product
To show personal status/style
Vietnam brand
Durables
Recommended by the seller
International brand Hi-tech
Ecofriendly N= 600
0 10 20 30 40 50 60 70 80 90 100

28. Sources of information for choosing Durables
& Hi-tech items
Durables Hi-tech
Influent Influent
Popular Popular
%
TV Commercials 25 15
82 67
Recommended by relatives 27 23
64 57
WOM plays the most important
Recommended by friends 21
63
23 role in young consumer’s
62
purchasing habits for durables &
News/Magazine Ad 6 5 hi-tech products. With a direct
42 37
recommendations from friends or
POSM 9 11 relatives, they can decide to buy
37 38
product more easily even than
Internet Ad 5 12 seeing TV commercials or other
31 35
sources of information.
OOH Ad 3 2
26 23
TV plays quite an important role
Online forum 3 6 in durables purchase, but it comes
15 18
less important in hi-tech
Manufacturer's website 3 3 purchase.
7 11
N= 600

29. Important factors for choosing Out Of Home
Entertainment services
In general, price and quality are two top factors to be considered most when choosing a place of OOH
Entertainment. Young consumers in Danang and Cantho consider price more than HCM and Hanoi.
Apart from price, HCM’ consumers consider the product quality and space, while Hanoi & Danang prefer
services and comfortable feeling. HCM Hanoi DN CT Total
Important factors
% 150 150 150 150 600 %
84 Reasonalbe price 76 79 90 89 84
60 High quality product 67 53 56 65 60
59 Good service 50 59 63 66 59
55 Bringing comfortable feeling 53 64 58 47 55
50 Nice space 57 44 53 44 50
40 Suitable with my style 31 41 53 35 40
38 Familiiar place 31 41 45 34 38
38 Have private space 29 36 48 40 38
31 Unique/Different 33 27 41 24 31
29 New place 21 25 35 32 29
26 Recommened by relatives/friends 13 31 40 19 26
25 Near to home/office 20 27 27 25 25
17 Promotion 17 14 15 21 17
15
Near to other entertainment place 11 17 14 16 15
13
Have program for close customers 11 11 17 15 13
2
Recommened on news/forum 2 3 1 3 2
0 20 40 60 80 100
N= 600

30. Habits &
Lifestyle
Media habit
Expenditure &
Purchase
habit
Personal
information

31. Occupation
Regarding the people of 20-29 y.o., HCMC has the highest high-qualified human resources, while
Can Tho has the lowest.
The number of doing small business is noticeably high in Ha Noi.
The gap of high-qualified jobs is also found by gender.
TOTAL HCM HN DN CT 20-24 25-29 MALE FEMALE
%
4 3 4 3 1 5 5 5
7 8
Managers & Large business 10 9 10 16 13 16
11 13
Specialist (Doctor, Lawyer, Nurse) 24
21 17
13
Office staff 35 21 17
28
Student 14 34 16
20
17
17 18
Seller 10
19 16
12 12 23
Small business 12 8
14
10 23
Worker 19 21
20 16 11
28 19
Housewife 16 7
5 11 3
6 10
Others 3 7 5 8 12
6 6 4 9 4
3 1 4 5 7
2 2 2 1
N= 600 150 150 150 150 300 300 300 300

32. Highest education
Totally, 33% out of the 20-29 years old people have got College or higher education, besides 21%
of them are students.
The ratio of high school education in Hanoi, compared to secondary school, is highest among the
cities, but the ratio of college education (including students) is smaller than that in HCM & Danang.
TOTAL HCM HN DN CT 20-24 25-29 MALE FEMALE
%
1
12 7 10 10
14 15 14
28
21 49 33 32
Secondary school 34 37 30 35
High school 31
University 29 19 10
21 24
Bachelor or higher 17 17
32
19
41 45
33 37 33 33 33
23 22
N= 600 150 150 150 150 300 300 300 300

34. Description - 20 - 30 years old consumers - HCM
Style & Characteristics Life & Objectives
- More to be purchase decision maker than - Career concerns & objectives are
in other cities outstanding
- Not involve in others’ shopping - Aim at promotion/salary increase,
- Like to dress differently higher studying & investment
 They are independent. - A highest rate of high-qualified
 They need to-be-seen by other people employees
 Can use the professional, successful
image in communication
Activities & leisure:
Join various outside activities:
- Going to coffee shop, eating out, hanging How to talk with them?
out with friends - Favorite TV channels: HBO, HTV7,
- Going to movie & cinema theatre HTV9, SCTV
- Join community/organization/club activities - Favorite websites: news websites –
 They are dynamic 24h.com.vn, vnexpress.net,
 The communication/promotion campaigns tuoitre.com.vn;
should be executed in these entertainment - News & magazine: Tuoi Tre, Thanh
or public places. Here the chances for Nien, Tiep thi & Gia dinh
sharIng among friend group would be - Dam Vinh Hung is considered to be
higher. the most favorite endorser for
approaching this target.

35. Description - 20 - 30 years old consumers – Ha Noi
Style & Characteristics
- Want to demonstrate the ego through dressing
- Highly appreciate quality and brand trustworthy
- Trend to choose famous brands when buying clothes,
ready to pay for the prestige brands.
 Brand is very important for Hanoi’s young people. A
brand not only need create the reliability, but should
help them to express themselves.
Activities & leisure:
- Spend free time mostly being with family and friends 
family-oriented
- Less decide purchasing by themselves than consumers in
other cities, trend to choose products which be trusted
by family and friends
 WOM is the most effective marketing method for these
targets.
Life & objectives:
Career and family have almost the same importance. How to talk with them?
Their objectives are higher studying, - At home, the time for online is more than for
promotion/salary increase, getting rich, buying a watching TV. Reading news website most often.
valuable item. VTV3 watching rate dominates.
 Could bring to them a successful image includes  They’re very interested in updating news.
wholly achievements: high-educated, career- Therefore, the communication should be
successful, rich and happy family. informative.
- Favorite websites: 24h.com.vn; dantri.com.vn;
vnexpress.net; kenh14.vn

36. Description - 20 - 30 years old consumers – Da Nang
Style & Characteristics:
‒ Usually update fashion trends and prefer famous brand, but price
is usually the most important factor in choosing products.
‒ For electronics/motorbikes and hi-tech items, the importance of
durability is remarkable.
‒ Savings are more than in other cities
 A type of practical person. They try to ensure their good life.
Products for young consumers in Danang should have good
quality and reasonable price.
Activities & leisure
‒ The frequency of joining social network websites in
Da Nang is higher than in other cities
‒ Danang’ young people also join
community/organization/club activities
 Can use viral marketing, especially through
networking, organizations, offline or online.
Life & Objectives:
Finance is the second important concern just after career,
accordingly, their top objectives are salary increase/promotion
and getting rich.
 An ideal image might be a fully and safe life.
How to talk with them?
‒ Popular TV channel: VTV3, HBO, HTV7, Star movies
‒ Popular website: apart from some news website, Facebook, Youtube and yahoo.com
are visited very often
‒ Popular news & magazine: Thanh Nien, Bong Da, Tuoi Tre

37. Description - 20 - 30 years old consumers – Can Tho
Style & Characteristics:
‒ They want to demonstrate characters through clothes and always update new trends,
ready to pay for additional functions and prestige brands
‒ Much of them like to dress after the characters in movies
‒ However, price is still a important factor, then products should have affordable price
 Young consumer in Can Tho can catch up and follow the general trends of the group age.
 In communication campaign, can use idols to attract them
Activities & leisure:
‒ They like eating out and going to coffee shop,
meeting with friends
 The communication/promotion campaign should be
executed in these entertainment places.
‒ The main activity at home is watching TV. The rate of
Internet using is not very high
 The traditional advertising channel via TV should be
on priority
Life & Objectives:
Career and family have the same importance. Apart from
promotion/salary and study objectives, the y also set target of
getting married and having babies.
 Mature, aim to ready for their own life.
How to talk with them?
‒ The favorite TV channel: HBO, THVL, HTV7, VTV3
‒ The favorite singers: Dam Vinh Hung & Dan Truong