2. Market Research
August - 2010
HO CHI MINH CITY
MAIN TOPIC Vietnam Economy – Business Reviews:
• Efficient supports for Businessman
• Top 5 interested columns

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 demands of consumers.
Viettrack is done according to ISO 20252:2006, the international quality standard in
market research and ESOMAR Code of Conduct.
Viettrack in August aims to:
• Understand purchasing and reading behaviors towards Economy/ Business
Reviews of Vietnamese business class
• Evaluate/ give comments on popular Economy/ Business Reviews available
on the market.
The objective of this research is to supply to strategic planners information related to
“reference group” in the economy.

4. Research findings
Viettrack matches the ISO standard 20252:2006

5. Awareness level towards Economy/ Business
Reviews %
Private First line
Total Male Female company managing
directors executive
Tiếp Thị Gia Đình 45 39 62 40 50
68 65 77 66 70
Doanh nhân Sài Gòn 43 44 40 41 45
66 64 70 66 65
Sài Gòn Tiếp Thị 39 37 43 39 38
61 61 60 62 59
Thế Giới Doanh Nhân 34 33 36 36 31
61 64 51 65 56
Thành Đạt 42 44 34 43 40
58 60 53 61 55
Doanh nhân & Pháp luật 34 34 32 42 25
55 57 51 66 44
Thời báo Kinh Tế Sài Gòn 35 37 28 34 35
51 54 42 49 52
Nhịp Cầu Đầu Tư 30 29 34 29 31
48 46 51 49 46
Vietnam Investment Review 32 34 25 34 29
45 48 36 46 43
Thời báo Kinh Tế Việt Nam 27 30 19 18 36
44 48 34 40 48
Kinh Tế & Đô Thị 17 17 17 17 17
39 37 43 37 41
Nữ Doanh Nhân 23 14 49 22 24
39 29 68 37 41
Thời báo Doanh Nhân 21 22 17 22 20
39 40 36 39 38
Phong Cách Doanh Nhân 25 25 25 27 23
38 36 43 40 36
The Saigon Times 22 20 26 14 29
37 37 36 34 39
Tạp chí Marketing Việt Nam 22 28 6 19 25
36 42 19 36 35
N=200 N=147 N=53 N=100 N=100
Ever heard or ever known about Ever read
Q1a. Economy/ Business Review ever heard/ ever known.
Q1b. Economy/ Business Review ever read.

6. Economy/ Business Review read most frequently
%
Private First line
Total Male Female company managing
directors executive
Tiếp Thị Gia Đình 15 11 26 15 15
35 31 45 32 37
Thành Đạt 15 16 9 15 14
35 36 32 35 35
Doanh nhân Sài Gòn 6 7 4 8 4
35 35 32 31 38
Thời báo Kinh Tế Sài Gòn 10 13 2 12 8
31 32 26 32 29
Sài Gòn Tiếp Thị 7 7 8 5 9
29 28 32 29 29
Nhịp Cầu Đầu Tư 8 7 9 6 9
24 22 30 22 26
Doanh nhân & Pháp luật 4 5 2 6 2
24 24 23 29 18
Thế Giới Doanh Nhân 2 2 2 3
23 22 25 25 21
Vietnam Investment Review 4 5 2 5 3
22 24 15 26 17
Thời báo Kinh Tế Việt Nam 5 6 5 4
21 25 9 18 24
The Saigon Times 10 9 11 7 12
19 16 26 12 25
Nữ Doanh Nhân 7 21 7 6
17 8 40 17 16
Phong Cách Doanh Nhân 3 3 2 3 3
16 16 15 18 14
Thời báo Doanh Nhân 3 3 2 2 3
15 18 6 15 14
Tạp chí Marketing Việt Nam 3 4 2 4
12 14 6 11 13
Kinh Tế & Đô Thị
8 8 8 8 8
N=200 N=147 N=53 N=100 N=100
Have ever read during the past 3 months Most frequently read
Q1c. Economy/ Business Reviews have ever read during the last 3 months
Q1d. The most frequently read Economy/ Business Review

7. Frequency of reading Economy/ Business Reviews
%
Private First line
Total Male Female company managing
directors executive
Average time/ week 4.62 4.35 5.38 4.24 5.01
7 times/ week or more
33 29 27
43 38
8 8
5-6 times/ week 10
11
13 33
33
32
3-4 times/ week 30
26
27 30 32
1-2 time(s)/ week 17 21
N=200 N=147 N=53 N=100 N=100
S3. Frequency level of reading Economy/ Business Reviews

8. Top 5 interested columns
%
Private First line
Total Male Female company managing
directors executive
The local & global market situation 46 48 38 49 42
Financial review 45 46 42 47 42
Law issues in business 34 35 30 41 26
Information about activities of brands 34 37 26 41 27
Marketing Knowledge 33 37 23 34 32
Stock Exchange market 29 31 23 34 23
Advice for businessman 24 26 19 19 29
Investment opportunities & new market 24 26 17 22 25
Information Technology news 23 23 21 22 23
Businessman Forum 22 22 21 21 23
Management Art 22 20 25 16 27
Business case/ Secrets for success 22 22 23 20 24
Company introduction 21 24 13 20 22
Import - Export Information 21 22 17 18 23
Entertainment/ Culture information 20 19 23 20 20
Building company culture 18 18 17 19 16
Health 17 9 40 16 18
Businessman ‘s family 16 14 21 17 14
Story of businessman/ Introduction of successful
13 13 11 7 18
businessman
Advertisement 12 10 17 7 17
Fashion 11 3 32 8 13
Relax 2 1 4 3 1
N=200 N=147 N=53 N=100 N=100
Q3. Top 5 interested columns when reading Economy/ Business Reviews

9. Information source for the awareness of
Economy/ Business Reviews
%
Private First line
Total Male Female company managing
directors executive
Friends/ Relatives 85 84 87 86 83
Colleagues 67 65 70 67 66
Internet 66 70 53 64 67
Newspapers available at coffee shops 52 52 49 49 54
Direct marketing from newspapers offices 43 49 25 44 41
Business partners 38 43 25 35 41
Newspapers available on airplanes 36 36 34 36 35
Newspapers available at hotels 33 35 26 32 33
N=200 N=147 N=53 N=100 N=100
Q4 Information source for the awareness of Economy/ Business Reviews

10. Places where Economic/ Business Reviews being
read frequently
%
Private First line
Total Male Female company managing
directors executive
Company 97 97 94 94 99
Home 77 77 77 80 74
Coffee shops 65 70 49 61 68
N=200 N=147 N=53 N=100 N=100
Q5. Places where Economic/ Business Reviews being read frequently

11. Economy/ Business Reviews Buyers
%
Private First line
Total Male Female company managing
directors executive
Family members 92 91 93 91 92
Employees in my company 55 57 51 61 46
I buy it/them 42 44 38 48 36
N=200 N=147 N=53 N=100 N=100
Q6. Who are the Economy/ Business Reviews buyers ?

12. Conclusion
• Top Economy/ Business Reviews being aware and read most frequently are Tiếp Thị Gia Đình,
Doanh Nhân Sài Gòn, Sài Gòn Tiếp Thị, Thế Giới Doanh Nhân, Thành Đạt, Doanh Nhân Pháp Luật
và Thời Báo Kinh Tế Sài Gòn.
• Top 4 Economy/ Business Reviews being read most frequently by both male and female doing
business are Tiếp Thị Gia Đình, Doanh Nhân Sài Gòn, Sài Gòn Tiếp Thị, Thế Giới Doanh Nhân.
• Currently, there is no significant differentiation between readers in Private business and readers in
First line management on choosing Economy/ Business Reviews. However, readers in First line
management read Saigon Times more frequently than readers in Private business.
• Generally, business people read Economy/ Business Reviews frequently, the reading frequency is
from 4 – 5 times/ week.
• Female readers of Economy/ Business Reviews have a higher reading frequency than male
readers; while readers in First Line Management read Economy/ Business Reviews more
frequently than individuals readers in Private Companies.
• Top 5 interested columns of Economy/ Business Reviews: The local & global market situation,
Financial review, Law issues in business, Information about activities of brands, Marketing
Knowledge. However, most of female business are interested in Health and Fashion column.
• Company is the place where Vietnamese business people have time to read Economy/ Business
Reviews most frequently.

13. Monthly Market Research
Viettrack is monthly released on 15th.
If you have any responses and enquires, please don’t hesitate to contact us at:
Tel: +84 8 3514 2584
Email: viettrack@fta.com.vn
www.ftaresearch.com