2. No.10 – Dec 2009
Market Research
HCMC HA NOI DANANG CAN THO
HIGHLIGHTS: Consumers’ reactions toward “Green Marketing”
ISO 20252: Quality Standard in Market Research

3. About
Viettrack is a monthly market research developed by FTA Research & Consultant, the
representative of ESOMAR in Vietnam.
Viettrack is done in accordance 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 4 key
cities (HCMC = Hanoi = Danang = Can Tho = 100 respondents)
Explain market research terms, usage, application, methodologies for Vietnam market
Introduce new developments in market research worldwide and Asia Pacific region.
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

4. Consumers’ reactions toward “Green Marketing”

5. “Earth hour” is an annual global activity encourages households and businesses to turn off
non-essential lights and other electrical appliances for one hour to raise awareness towards
climate change.
a a g
% N=344, via •Ads on TV 88% (49% most influenced)
Aware 89
Base on all respond
•Friends/ relatives 67% (26% most influenced)
se
Joined 68 N=72 aware but did not join •They did not have no free time (32%)
N=400
because •Everybody around them did not join (32%)
•Their family did not join (10%)
Relevant to themselves 69
dent,
Most relevant to themselves 57 N=228, because it helps •Saving on electronic (51%)
•Preventing global warming (21%)
•Protecting the environment (15%)
Liking level 3.85
%
Like very much 20
“Earth hour” was widely aware, preferred and relevant thus it
attracted 68% of population to take action.
Like
48
However,
Ho e er it seems that the acti it is still unpopular and
activity npop lar
Normal unpersuasive to some part of population whereas they did not
join because they did not have time or did not see anybody
Dislike
doing so.
30
Definitely dislike
2
N=344 aware
Q. Awareness & reactions toward “Earth hour” Viettrack Market Research - Dec 2009

6. Shopping bags. Coop-mart, Metro and some other supermarkets encourage shoppers to
use reusable shopping bags and avoid using unrecyclable nylon ones.
% N=237, via •Ads on TV 79% (28% most influenced);
Aware 59
•Friends/ relatives 70% (28% most influenced);
Base on all respond
•POSM 41% (28% most influenced)
se
Joined 52 N=31 aware but did not join • It is inconvenient to use (20%)
N=400
because • It is not popular (13%)
Relevant to themselves 45
dent,
Most relevant to themselves 38 N=151, because •It reduces garbage, protect environment (85%)
•It is economical (17%)
•It protects our health (8%)
Liking level 3.98
%
Like very much 19
The idea of encouraging using reusable shopping bags is great
Like (3.98 liking) and attracts 52% population (amongst 59%
aware) to j i
) join.
Normal 62
Advertising on TV, POSM, internet, … can help increase the
awareness rate.
Dislike
17
Definitely dislike
2
N=237 aware
Q. Awareness & reactions toward “reusable shopping bag” Viettrack Market Research - Dec 2009

7. Go Green is a collaborative effort among Toyota Vietnam, Vietnam Environment
Administration and Ministration of Education & Training to educate the public and
businesses on environmental issues.
% N=65, via •Ads on TV 97% (43% most influenced);
Aware 16
Base on all respond
•Advertorials/ forums on internet 52% (15% most influenced);
se
•Web banner 48% (15% most influenced);
Joined 14 •Friends/ relatives 48% (12% most influenced)
N=400
N=11* aware but did not join • They have no free time (68%)
Relevant to themselves 8 because • They don’t know how to join (14%)
• They view advertisement but do not see any
dent,
Most relevant to themselves 5
activities (7%)
N=21, because • It reduces garbage and protects the environment (57%)
• It creates a green environment that I live in (19%)
• It is very practical (14%)
Liking level 4.0
%
Like very much
31
There is just a small part of the population (14%),
Like
more youth, aware & join “Go Green” although the
y , j g
Normal 40 program is considered to be very meaningful &
practical.
Dislike Again, awareness rate of the program needs a
28 significant increase.
i ifi ti
Definitely dislike
2
N=65 aware
Q. Awareness & reactions toward “Go Green” Viettrack Market Research - Dec 2009

8. Most are aware of the importance of keeping green, healthy environment and 94% of them find it
meaningful both for themselves and the society.
To myself
Help myself aware of keeping green environment 64
Feel
F l together with everybody & b a part of the global in
h ih b d be f h l b li
keeping green environment 57
Happy about myself to contribute to the activities of
54
keeping green environment
Discover environmental issues via these activities
36
To society
Educate the youth to aware & join many activities of
keeping green environment 56
Show the responsibility of product brands to the society 55
Feel that Vietnam is together with the global in keeping the
51
green global environment
Don’t know/ Don’t care 6 Because:
68% - Don’t like/ don’t care Although all
16% - Don’t think the activities are practical believe Green
12% - Did not see everybody join Marketing is
4% - The activities are not persuasive essential.
N=25
Q. Reactions toward “Green Marketing activities” Viettrack Market Research - Dec 2009

9. Hanoi people seem to be the most enthusiastic thus they will surely join any further
activities for our green planet. Other cities are mostly unsure.
TOTAL HCM HANOI DANANG CANTHO
%
Will surely join 35
39
53 49
89
If I h
have f
free ti
time
57 63
45 50
Will not join
10
2 4 1 2 1
N 400
N=400 N 100
N=100 N 100
N=100 N 100
N=100 N 100
N=100
Q. Will you join further “Green Marketing” activities?
Viettrack Market Research - Dec 2009

10. Reaction towards “warning message”
g g

11. Most of people like the message of “smoking can cause lung cancer”. Very few people feel
uncomfortable with that.
Liking level 4.0
Like very much 28
Feeling when
seeing the message
Like
Normal 47 Normal
Dislike
88
Uncomfortable
23
Definitely dislike
2
N=400
Very
uncomfortable Because:
11 67% - Do not see the effectiveness of the message
1
25% - Afraid of cancer disease
8% - It might stimulate smokers to smoke more
N=12*
Q. Like/ dislike about the message “Hut thuoc la gay ung thu
phoi”/”smoking can cause lung cancer on cigarette packs Viettrack Market Research - Dec 2009

12. %
Feel so scared & reduce smoking
Overall, the message creates some scary 35
feelings but quite ineffective in forcing
smokers to reduce smoking. Feel a little bit scared but still keep smoking
Ignore it/ don't care 46
Aggressive reaction because this message could
28 cause negative feeling & stimulate them to smoke 17
2
Smoker
N=111
%
Feel so scared & reduce smoking
72 33
Non-smoker
Feel a little bit scared but still keep smoking
29
Ignore it/ don't care
N=400
36
Aggressive reaction because this message could
A i ti b thi ld
cause negative feeling & stimulate them to smoke
3
N=289
Q. Reaction when reading the message Viettrack Market Research - Dec 2009

13. HCM & Can Tho people prefer changing the message to make it more scary and serious like “causing
death”, “harmful to your health & family”, … illustrated with images.
Meanwhile, Hanoi & Danang people suggest more advertising and propagandizing.
TOTAL HCM HANOI DANANG CANTHO
Change the message 19 43 10 1 22
"Smoking is harmful to your health" 9 3 0 6
%
5
"Smoking causes death" 3 9 0 1 2
"Smoking is harmful to your health & your family’s health" 2 4 3 0 2
"Stop smoking to protect your health" 2 7 0 0 0
"Stop moking for your children's future" 1 0 2 0 0
Advertise more & more 15 8 20 27 4
More advertising 8 2 14 13 1
Posters everywhere 3 1 4 6 0
Propagandize more 2 3 2 1 0
More band-rolls on the street 1 1 2 1 0
Add images onto the pack 11 19 5 5 15
Image of lung cancer 7 7 5 5 11
Image of a unhealthy/sick smoker 2 6 0 0 0
Some painful death caused by smoking 1 4 0 0 1
Recommend measures for Government 6 6 6 11 2
Increase price of cigarettes 3 2 2 6 0
Fine those smoking at public place 2 1 2 3 0
Forbid manufacturing cigarette and smoking 2 2 1 1 2
Forbid smoking at public places 2 2 2 2 0
Have no idea 52 24 60 64 58
N=400 N=100 N=100 N=100 N=100
Q. How to make the message more convincing? Viettrack Market Research - Dec 2009

14. TOP 10 TVC RANKING

15. Notes on research design
• FTA monitors and records a list of 30 TVCs that 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 November 2009
2009.
Viettrack Market Research - Dec 2009

16. Overall, “Dr Thanh – nong trong nguoi”, “Pepsi – toi co the”, “Comfort 1 lan xa” top the list of favorite
TVCs.
TOTAL HCM HANOI DANANG CANTHO
Dr Thanh - Nong trong nguoi
%
23 95 31 97 25 91 8 93 28 97
Pepsi - Toi Co The 18 68 22 73 24 57 14 79 11 63
Comfort 1 lan xa - Andy & Lily 16 82 21 88 22 85 7 83 14 70
Yomost - trai cay pha sua 16 75 18 82 10 74 28 96 7 47
Clear men - Cristiano Ronaldo 14 68 19 66 15 68 5 69 16 67
Ca phe sua Vip 14 64 5 55 26 68 18 86 5 45
P/S ngua sau rang 13 76 21 79 12 66 8 88 11 71
Tra xanh C2 13 67 6 62 16 59 17 89 13 56
Mi Tien Vua 12 71 4 66 5 49 11 85 26 85
Ca phe Viet 11 64 15 86 8 45 4 59 17 65
Omo comfort 2 in 1 11 68 10 64 8 58 10 91 17 59
Pond's - trang hong rang ro
g g g 11 59 9 64 11 39 8 87 17 44
Coca cola 9 59 13 79 5 39 3 69 14 49
Twister cam ep moi 9 60 12 72 5 42 14 84 6 40
Viso trang sang moi 8 62 3 64 10 44 14 88 6 52
N=400 N=100 N=100 N=100 N=100
Q: Which TVCs do you view last month? What top 03 TVCs do you do you like?
Viettrack Market Research - Dec 2009

17. “Dr Thanh – nong trong nguoi” is still the unique one, then comes “Comfort 1 lan xa” & “Pepsi - Toi co
the”.
TOTAL HCM HANOI DANANG CANTHO
%
Dr Thanh ‐ nong trong nguoi 31 36 35 17 35
Comfort 1 lan xa ‐ Andy & Lily 21 28 39 8 9
Pepsi toi co the 18 23 19 21 10
Clear men ‐ Cristiano Ronaldo 16 14 19 6 25
Yomost trai cay pha sua 14 18 12 13 13
Omo Comfort 2 in 1 11 7 10 10 17
Nuoc sua chen Sunlight ‐ dung it tiet kiem nhieu 10 5 6 13 17
Sua Co gai Ha Lan 5X DHA 10 19 7 8 7
Tra C2 10 2 18 9 11
Ca phe sua Vip 10 3 22 9 6
Twister cam ep moi 10 6 7 19 6
Coca cola 9 18 6 2 11
P/S ngua sau rang 9 17 5 8 7
Tide ‐ luc hut nam cham 9 7 8 7 15
Ca phe Viet ‐ thu san pham 8 14 3 2 11
N=400 N=100 N=100 N=100 N=100
Q: What top 03 TVCs do you do you think is unique?
Viettrack Market Research - Dec 2009

18. Perception on “Vietnamese High Quality products”

19. The definition of “Made in Vietnam” products is still unclear. And the truth is that consumers only concern
about where product are manufactured.
TOTAL HCM HANOI DANANG CANTHO
%
9
Multinational company,
manufacturing in Vietnam, 26 24
suit Vietnamese 32
39
consumer's taste 26
Joint venture company 31 33
(Vietnam-foreign),
manufacturing i Vietnam,
f t i in Vi t 34
28
suit Vietnamese
consumer's taste
65
Domestic or private
company, manufacturing 43 43
in Vietnam, suit 33 34
Vietnamese consumer's
taste
N 400
N=400 N 100
N=100 N 100
N=100 N 100
N=100 N 100
N=100
Q: Which one is the right definition for “Hang Vietnam”/Vietnam Product”?
Viettrack Market Research - Dec 2009

20. Interestingly, all listed products are associated with Vietnamese goods, amongst, P/S & G7 are strongly
associated to Vietnamese products, then comes Dr. Thanh & C2.
TOTAL HCM HANOI DANANG CANTHO
Lipton
Means
Dr.Thanh
Nestea
N t
C2 V V V V V
Milo
Clear
I I I I I
Sunsilk E E E E E
Omo
Tide T T T T T
Pond's
Maggi
N N N N N
Knoor A A A A A
Aji-ngon
Chinsu M M M M M
Lavie
Aquafina
E E E E E
Vim S S S S S
Nuoc tay con vit Duck
Kem danh rang P/S E E E E E
G7
Nescafe
1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
N=400 N=100 N=100 N=100 N=100
Q: For each of the following common brands, please let us know your agreement level if
we say these brands are Vietnamese brands. Base on the scale of 5.
1. Definitely disagree (that this brand is Vietnamese)
2. Disagree (that this brand is Vietnamese)
3. Not sure (that this brand is Vietnamese)
4. Agree (that this brand is Vietnamese)
5. Totally agree (that this brand is Vietnamese) Viettrack Market Research - Dec 2009

21. Good news is that 48% respondents prefer “Hang Vietnam chat luong cao”/Vietnam high –quality product.
TOTAL HCM HANOI DANANG CANTHO
4 5 %
I totally prefer imported to 9 11
16
"Vietnamese high quality 13
products"
18
17 16
I prefer imported to 20
"Vietnamese high quality 23
products"
26 33
28
I don't care about the origin, 20
just purchase the product I
usually use/ like to use
I prefer "Vietnamese high 49
quality products" because it 37 25
suits my pocket 37 37
I totally use "Vietnamese
high quality products" 19
because I'm Vietnamese 11 10
8 8
N 400
N=400 N 100
N=100 N 100
N=100 N 100
N=100 N 100
N=100
Q: Perception on “Hang Vietnam Chat luong cao” compared to imported goods?
Viettrack Market Research - Dec 2009

22. Thông tin ngành nghiên cứu thị trường
Tiêu chuẩn chất lượng ngành nghiên cứu thị trường
ISO 20252:2006
ISO 20252:2006 là tiêu chuẩn chất lượng ngành nghiên cứu thị trường do Tổ chức tiêu chuẩn quốc tế ISO ban
hành năm 2006. Theo công bố của MRQSA (Market Research Quality Standards Association, tạm dịch: Hiệp
hội tiêu chuẩn nghiên cứu thị trường), hiện nay trên thế giới có khoảng 70 đơn vị nghiên cứu thị trường được
chứng nhận tiêu chuẩn ISO 20252
20252.
FTA là công ty nghiên cứu thị trường đầu tiên tại Việt Nam đạt được chứng nhận ISO 20252

23. ISO 202252
Trong khi ISO 9001 thể hiện tiêu chuẩn quản lý của bất kỳ một công ty hay tổ chức, ISO 20252 là tiêu chuẩn chất
lượng của sản phẩm nghiên cứu trong lĩnh vực nghiên cứu thị trường. Vì vậy, ISO 20252 quy định nghiêm ngặt
những quy trình tạo ra và kiểm soát chất lượng sản phẩm nghiên cứu.
gq y ạ ợ g p g
• Tiêu chuẩn 20252 yêu cầu nghiêm ngặt trong quá trình thu thập thông tin, xử lý dữ liệu và báo cáo. Kiểm tra
chất lượng (quality control) phải luôn được tuân thủ trong tất cả các bước trên.
• Tiêu chuẩn này cũng quy định năng lực và kinh nghiệm của đội ngũ thu thập thông tin và phân tích dữ liệu nhất
liệu,
là các dự án kỹ thuật đặc thù (như ngành dược, y tế, v..v). Để thực hiện một buổi thảo luận nhóm (nghiên cứu
định tính), người hướng dẫn thảo luận (moderator) phải tìm hiểu đề tài thảo luận (sản phẩm, ngành hàng, đối
tượng người tiêu dùng, v…v…) ngoài những kỹ năng có sẵn qua đào tạo và kinh nghiệm làm việc như: tâm lý
nhóm, gợi mở và khuyến khích đáp viên chia sẻ ý kiến. Việc phân tích dữ liệu cũng dựa trên một quy trình chuẩn
để hạn chế tối thiểu quan điểm chủ quan của người phân tích.
ạ q q g p
• Công ty nghiên cứu thị trường phải có trách nhiệm bảo mật thông tin cho khách hàng. Ví dụ: đơn vị làm nghiên
cứu phải có cơ chế và công cụ bảo đảm mẫu sản phẩm mới do khách hàng ủy thác sử dụng thử nghiệm trong khi
nghiên cứu không bị tiết lộ ra ngoài, đặc biệt là không có rủi ro rơi vào tay của đối thủ. Khả năng bảo mật thể
hiện tính chuyên nghiệp trong nghiên cứu thị trường.

24. Month Market Research
Viettrack is done in accordance to ISO 20252, the international quality standard in market research industry.
Your feedback and enquiry on Viettrack is highly appreciated.
The next Viettrack will come in on 15th January 2009
Contact: Truong Vu Thuy Loan, CRM Manager
Tel: +84 8 3514 2584
Email: loantruong@fta.com.vn
E il l t @ft
www.ftaresearch.com