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Shampoo MarketTracking survey on 2014
Date: 11th June 2014
Table of content
A – Research Background Page 3
B – Research Design Page 4
C – Respondent profile Page 5
D – Key findings ...
A. Research background
3
Following up with the data presented in Q4/2012, W&S conducted internal research for shampoo mark...
B. Research design
4
Research Method Online research
Fieldwork Period May 2014
Research Area Nationwide
Respondent Criteri...
C. Respondent profile
5
■Current living city and province
41.7
11.3
47
Nothern
Central
Southern
■Gender
44.7
55.3
Male
Fem...
D. Key findings
6
■Frequency of washing hair
Nearly 7 out of 10 people who were asked wash their hair [4 – 6 times per wee...
D. Key findings
7
■Frequency of purchasing shampoo
A few respondents purchase shampoo products [Regularly] (7.7%).
Male re...
D. Key findings
8
■Top-of-mind shampoo brands
[Clear] is mostly recalled by 39.1% respondents. The next one are [Sunsilk] ...
E. Detail findings
9
1. Usage and Attitude
2. Brand awareness
Frequency of washing hair
10
 Nearly 7 out of 10 people who were asked wash their hair [4 – 6 times per week and more].
...
Important factors
11
 Generally, functional factors concern respondents most. In which, [Not itchy] and [Clean scalp] sta...
Purchase places
12
 [Supermarket] leads distribution channels for buying shampoo products, accounting for 86.2%, followed...
Frequency of purchasing shampoo
13
 A few respondents purchase shampoo products [Regularly] (7.7%).
 Male respondents pu...
Purchase price
14
 [50,000 – 100,000 VND] is the average rate that 38.9% respondents usually pay for once buying shampoo ...
Type of packaging and Volume
15
 [301 – 500 ml] is mostly purchased for bottle packaging at 23.9%. Besides, 15.2% purchas...
Type of packaging and Volume
16
 [Under 10 ml] gains the highest percentage for pack packaging at 65.3%.
Q. Please tell u...
Type of packaging and Volume
17
 For Tube, nearly 4 out of 10 respondents buy the size of [51 – 100 ml], followed by [101...
E. Detail findings
18
1. Usage and Attitude
2. Brand awareness
Top-of-mind shampoo brands
19
 [Clear] is mostly recalled by 39.1% respondents. The next one are [Sunsilk] and [Head & Sh...
Total spontaneous
20
 [Clear] is doing well when reaches 79.4% spontaneous awareness of the surveyed people, followed by ...
Total awareness
21
 More than 9 out of 10 people who were asked know [Clear]. The next brands are [Sunsilk] and [Head & S...
W&S Joint Stock Company is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’
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[Report] Shampoo in Vietnam Market in 2014

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Research Method: Online research
Fieldwork Period: May 2014
Research Area: Nationwide
Respondent Criteria: Male & Female aged 16 and over, main decision maker and buy for personal care products
Sample Size
470 samples
Number of Questions
7 Screening questions and 8 Main Questions
Survey Content
Screening
Frequency of washing hair, Living place, Age, Gender, Marital Status, Monthly Household Income, Decision maker and buyer.

Main Study
Important factors for choosing shampoo, Purchase places & Reasons for choosing, Frequency of buying shampoo, Amount of money paid for once buying, Type of packaging, Brand awareness.

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Copyright by W&S Vietnam
Onwer of Online Research Community Vinaresearch with over 180.000 members in Vietnam
Check more report: http://vinaresearch.jp/sample/voluntary_surveys/index.html?page=1

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[Report] Shampoo in Vietnam Market in 2014

  1. 1. Shampoo MarketTracking survey on 2014 Date: 11th June 2014
  2. 2. Table of content A – Research Background Page 3 B – Research Design Page 4 C – Respondent profile Page 5 D – Key findings Page 6 - 9 E – Detail findings Page 10 - 21 2
  3. 3. A. Research background 3 Following up with the data presented in Q4/2012, W&S conducted internal research for shampoo market in Q1/2014 to track the data. The survey is conducted focus on following points: ■Usage and Attitude Frequency of washing hair, important factors for product choice, purchase places, frequency of purchasing shampoo, type of packaging and volume. ■Brand awareness Top-of-mind, total spontaneous and total awareness
  4. 4. B. Research design 4 Research Method Online research Fieldwork Period May 2014 Research Area Nationwide Respondent Criteria Male & Female aged 16 and over, main decision maker and buy for personal care products Sample Size 470 samples Number of Questions 7 Screening questions and 8 Main Questions Survey Content Screening Frequency of washing hair, Living place, Age, Gender, Marital Status, Monthly Household Income, Decision maker and buyer. Main Study Important factors for choosing shampoo, Purchase places & Reasons for choosing, Frequency of buying shampoo, Amount of money paid for once buying, Type of packaging, Brand awareness.
  5. 5. C. Respondent profile 5 ■Current living city and province 41.7 11.3 47 Nothern Central Southern ■Gender 44.7 55.3 Male Female ■Age 4.7 67.2 23.0 5.1 16 - 19 years old 20 - 29 years old 30 - 39 years old 40 years old and above ■Monthly household income 19.4 39.1 41.5 Lower income (~ 7 million VND) Middle income (7 ~ 15 million VND) Upper income (15 million VND ~)
  6. 6. D. Key findings 6 ■Frequency of washing hair Nearly 7 out of 10 people who were asked wash their hair [4 – 6 times per week and more]. Male respondents are likely to wash hair more frequently than female ones. In fact, 97.6% males wash their hair [4 – 6 times per week and more] while 53.5% females are [2 – 3 times per week and less than]. ■Important factors for product choice Generally, functional factors concern respondents most. In which, [Not itchy] and [Clean scalp] stand out of important factors when choosing a shampoo product with the mean of 4.37 and 4.31 respectively. The next one are [Healthy and strong hair] and [Hair damage prevention] with respective mean of 4.24 and 4.19. ■Purchase places [Supermarket] leads distribution channels for buying shampoo products, accounting for 86.2%, followed by [Grocery] at 57.7%. Respondents living in Southern area and with upper income go to [Supermarket] more than other places to buy shampoo products.
  7. 7. D. Key findings 7 ■Frequency of purchasing shampoo A few respondents purchase shampoo products [Regularly] (7.7%). Male respondents purchase more frequently which is at least [Once a month] while female ones are [Once per 2 – 3 months]. ■Purchase price [50,000 – 100,000 VND] is the average rate that 38.9% respondents usually pay for once buying shampoo products. The next one is [100,001 – 150,000 VND] at 25.5%. ■Type of packaging and Volume [301 – 500 ml] is mostly purchased for bottle packaging at 23.9%. Besides, 15.2% purchase the size of [Over 900 ml]. Apart from the size of [301 – 500 ml], 19.8% female respondents often buy [Over 900 ml] while males buy [101 – 200 ml] with 16.4%. [Under 10 ml] gains the highest percentage for pack packaging at 65.3%. For Tube, nearly 4 out of 10 respondents buy the size of [51 – 100 ml], followed by [101 – 200 ml] at 25.9%.
  8. 8. D. Key findings 8 ■Top-of-mind shampoo brands [Clear] is mostly recalled by 39.1% respondents. The next one are [Sunsilk] and [Head & Shoulder] with respective percentage of 18.9% and 10.6%. [Clear] is likely to have stronger awareness in male group with 51.0%. ■Total spontaneous [Clear] is doing well when reaches 79.4% spontaneous awareness of the surveyed people, followed by [Sunsilk]. [Sunsilk] is more familiar with female respondents when it gains 79.2% of total spontaneous awareness. ■Total awareness More than 9 out of 10 people who were asked know [Clear]. The next brands are [Sunsilk] and [Head & Shoulders] at 90.9% and 88.9% respectively. [Sunsilk] and [Clear] lead total awareness with the same percentage of 96.2% of female respondents.
  9. 9. E. Detail findings 9 1. Usage and Attitude 2. Brand awareness
  10. 10. Frequency of washing hair 10  Nearly 7 out of 10 people who were asked wash their hair [4 – 6 times per week and more].  Male respondents are likely to wash hair more frequently than female ones. In fact, 97.6% males wash their hair [4 – 6 times per week and more] while 53.5% females are [2 – 3 times per week and less than]. Q. Please tell us how often you wash your hair? [SA] n More than once a day Every day 4-6 times per week 2-3 times per week Once a week 4 - 6 times per week and more 2 -3 times per week and less Percent Percent Percent Percent Percent Percent Percent Total 470 6.0 48.7 14.7 30.4 0.2 69.4 30.6 1 – Living Place Northern 196 5.6 43.4 16.8 34.2 0 65.8 34.2 Central 53 11.3 43.4 9.4 35.8 0 64.2 35.8 Southern 221 5 54.8 14 25.8 0.5 73.8 26.2 2 - Gender Male 210 12.9 80.5 4.3 2.4 0 97.6 2.4 Female 260 0.4 23.1 23.1 53.1 0.4 46.5 53.5 3 - Age 16 – 19 years old 22 9.1 50 18.2 18.2 4.5 77.3 22.7 20 – 29 years old 316 6.3 47.5 13.9 32.3 0 67.7 32.3 30 – 39 years old 108 5.6 50.9 19.4 24.1 0 75.9 24.1 40 years old and over 24 0 54.2 0 45.8 0 54.2 45.8 4 – Marital Status Single 298 8.1 47 14.8 29.9 0.3 69.8 30.2 Married 162 2.5 50 14.8 32.7 0 67.3 32.7 Widowed / Divorced 9 0 77.8 11.1 11.1 0 88.9 11.1 Others 1 0 100 0 0 0 100 0.0 5 – Monthly Household Income Lower income (~ 7 million VND) 91 11 44 14.3 29.7 1.1 69.2 30.8 Middle income (7 ~ 15 million VND) 184 4.9 45.7 19 30.4 0 69.6 30.4 Upper income (15 million VND ~) 195 4.6 53.8 10.8 30.8 0 69.2 30.8 6.0 48.7 14.7 30.4 0.2 0.0 20.0 40.0 60.0
  11. 11. Important factors 11  Generally, functional factors concern respondents most. In which, [Not itchy] and [Clean scalp] stand out of important factors when choosing a shampoo product with the mean of 4.37 and 4.31 respectively. The next one are [Healthy and strong hair] and [Hair damage prevention] with respective mean of 4.24 and 4.19. Q. Please tell us what factors concerning you when choosing a shampoo product? [Matrix SA] n Hair falling preventio n Healthy and strong hair Clean scalp Removin g dirt from hair Good foaming Not itchy Aroma Hair damage preventio n Prestigio us brand Famous brand Internati onal brand Reasona ble price Recycled packagin g Nice packagin g Mean Mean Mean Mean Mean Mean Mean Mean Mean Mean Mean Mean Mean Mean Total 470 4.16 4.24 4.31 4.10 3.33 4.37 3.81 4.19 4.01 3.50 3.20 3.84 2.73 3.11 1 – Living Place Northern 196 4.14 4.24 4.35 4.14 3.41 4.40 3.83 4.16 4.02 3.51 3.23 3.87 2.68 3.10 Central 53 4.30 4.32 4.45 4.19 3.30 4.51 3.83 4.38 4.00 3.36 3.08 3.92 2.66 3.06 Southern 221 4.14 4.22 4.25 4.05 3.26 4.32 3.78 4.18 4.00 3.53 3.20 3.80 2.79 3.13 2 - Gender Male 210 4.08 4.23 4.30 4.06 3.39 4.39 3.90 4.10 4.01 3.64 3.34 3.80 2.83 3.16 Female 260 4.23 4.25 4.33 4.13 3.28 4.36 3.73 4.27 4.00 3.39 3.08 3.88 2.65 3.07 3 - Age 16 – 19 years old 22 4.59 4.59 4.64 4.59 3.23 4.68 3.91 4.50 4.09 3.55 3.32 4.09 2.82 3.00 20 – 29 years old 316 4.14 4.22 4.27 4.07 3.31 4.35 3.75 4.19 4.00 3.49 3.18 3.85 2.69 3.08 30 – 39 years old 108 4.10 4.22 4.36 4.09 3.37 4.35 3.94 4.13 4.02 3.53 3.22 3.77 2.81 3.19 40 years old and over 24 4.38 4.29 4.38 4.17 3.38 4.46 3.88 4.25 4.00 3.54 3.29 3.83 2.83 3.21 4 – Marital Status Single 298 4.16 4.23 4.29 4.07 3.31 4.36 3.78 4.20 3.98 3.49 3.18 3.83 2.68 3.05 Married 162 4.12 4.24 4.35 4.14 3.35 4.39 3.85 4.16 4.03 3.51 3.23 3.85 2.81 3.20 Widowed / Divorced 9 4.78 4.67 4.67 4.44 3.67 4.78 4.00 4.67 4.67 3.67 3.22 4.00 2.89 3.33 Others 1 4.00 4.00 3.00 4.00 3.00 4.00 3.00 4.00 4.00 4.00 4.00 4.00 3.00 4.00 5 – Monthly Household Income Lower income (~ 7 million VND) 91 4.12 4.24 4.27 4.18 3.43 4.37 3.75 4.14 3.95 3.44 3.20 3.91 2.78 3.07 Middle income (7 ~ 15 million VND) 184 4.17 4.24 4.29 4.03 3.29 4.39 3.85 4.20 3.93 3.52 3.18 4.01 2.71 3.15 Upper income (15 million VND ~) 195 4.17 4.24 4.36 4.13 3.31 4.36 3.79 4.21 4.11 3.52 3.22 3.66 2.72 3.09 Percentage of 10% higher than the Total 4.16 4.24 4.31 4.10 3.33 4.37 3.81 4.19 4.01 3.50 3.20 3.84 2.73 3.11 0.00 1.00 2.00 3.00 4.00 5.00
  12. 12. Purchase places 12  [Supermarket] leads distribution channels for buying shampoo products, accounting for 86.2%, followed by [Grocery] at 57.7%.  Respondents living in Southern area and with upper income go to [Supermarket] more than other places to buy shampoo products. Q. Please tell us where you often buy shampoo product? [MA] n Supermarket Grocery Hair- specialized store Commercial center / Shopping mall Convenience store Online shopping website One-price store Hair salon Others Percent Percent Percent Percent Percent Percent Percent Percent Percent Total 470 86.2 57.7 23.8 43.4 33.8 4.5 2.8 5.7 0.4 1 – Living Place Northern 196 83.2 58.7 29.6 43.4 38.3 4.1 2.0 7.7 0.0 Central 53 77.4 69.8 20.8 49.1 28.3 3.8 1.9 1.9 0.0 Southern 221 91.0 53.8 19.5 42.1 31.2 5.0 3.6 5.0 0.9 2 - Gender Male 210 84.8 60.0 14.8 42.4 33.8 3.3 1.9 4.8 0.0 Female 260 87.3 55.8 31.2 44.2 33.8 5.4 3.5 6.5 0.8 3 - Age 16 – 19 years old 22 81.8 54.5 18.2 40.9 22.7 9.1 4.5 9.1 0.0 20 – 29 years old 316 86.4 63.3 23.1 40.8 38.3 3.8 2.2 4.7 0.3 30 – 39 years old 108 88.0 48.1 23.1 49.1 24.1 5.6 3.7 6.5 0.9 40 years old and over 24 79.2 29.2 41.7 54.2 29.2 4.2 4.2 12.5 0.0 4 – Marital Status Single 298 84.6 59.4 22.8 39.9 34.9 3.7 2.7 4.7 0.0 Married 162 88.3 56.8 25.3 50.6 32.7 5.6 2.5 7.4 1.2 Widowed / Divorced 9 100.0 22.2 33.3 33.3 11.1 11.1 11.1 11.1 0.0 Others 1 100.0 0.0 0.0 0.0 100.0 0.0 0.0 0.0 0.0 5 – Monthly Household Income Lower income (~ 7 million VND) 91 81.3 65.9 15.4 34.1 29.7 4.4 2.2 4.4 0.0 Middle income (7 ~ 15 million VND) 184 83.2 55.4 23.9 41.3 32.6 3.3 3.3 6.5 0.5 Upper income (15 million VND ~) 195 91.3 55.9 27.7 49.7 36.9 5.6 2.6 5.6 0.5 86.2 57.7 23.8 43.4 33.8 4.5 2.8 5.7 0.4 0 20 40 60 80 100
  13. 13. Frequency of purchasing shampoo 13  A few respondents purchase shampoo products [Regularly] (7.7%).  Male respondents purchase more frequently which is at least [Once a month] while female ones are [Once per 2 – 3 months]. Q. Please tell us how often you re-purchase shampoo brand? [SA] n More than once a week Once a week Once per 2 - 3 weeks Once a month Once per 2 - 3 months Less than once per 3 months once a week Regular (Code 1 ~ 2) Normal (Code 3 ~ 4) Rarely (Code 5 ~ 6) Total 470 3.2 4.5 10.6 39.6 35.5 6.6 7.7 50.2 42.1 1 – Living Place Northern 196 2.0 2.0 14.3 37.2 37.8 6.6 4.1 51.5 44.4 Central 53 7.5 7.5 13.2 37.7 32.1 1.9 15.1 50.9 34.0 Southern 221 3.2 5.9 6.8 42.1 34.4 7.7 9.0 48.9 42.1 2 - Gender Male 210 4.8 6.7 14.3 42.4 28.6 3.3 11.4 56.7 31.9 Female 260 1.9 2.7 7.7 37.3 41.2 9.2 4.6 45.0 50.4 3 - Age 16 – 19 years old 22 4.5 13.6 0.0 36.4 36.4 9.1 18.2 36.4 45.5 20 – 29 years old 316 3.5 4.4 12.7 39.9 33.2 6.3 7.9 52.5 39.6 30 – 39 years old 108 2.8 1.9 8.3 40.7 42.6 3.7 4.6 49.1 46.3 40 years old and over 24 0.0 8.3 4.2 33.3 33.3 20.8 8.3 37.5 54.2 4 – Marital Status Single 298 3.7 5.0 10.7 39.9 34.2 6.4 8.7 50.7 40.6 Married 162 2.5 3.7 10.5 38.3 38.3 6.8 6.2 48.8 45.1 Widowed / Divorced 9 0.0 0.0 11.1 44.4 33.3 11.1 0.0 55.6 44.4 Others 1 0.0 0.0 0.0 100.0 0.0 0.0 0.0 100.0 0.0 5 – Monthly Household Income Lower income (~ 7 million VND) 91 4.4 9.9 18.7 30.8 27.5 8.8 14.3 49.5 36.3 Middle income (7 ~ 15 million VND) 184 1.6 3.8 12.0 46.2 30.4 6.0 5.4 58.2 36.4 Upper income (15 million VND ~) 195 4.1 2.6 5.6 37.4 44.1 6.2 6.7 43.1 50.3 Percentage of 10% higher than the Total 3.2 4.5 10.6 39.6 35.5 6.6 0 20 40 60
  14. 14. Purchase price 14  [50,000 – 100,000 VND] is the average rate that 38.9% respondents usually pay for once buying shampoo products. The next one is [100,001 – 150,000 VND] at 25.5%. Q. Please tell us how much you usually pay for once buying shampoo products on average? [SA] n Under 50,000 VND 50,000 - 100,000 VND 100,001 - 150,000 VND 150,001 - 200,000 VND 200,001 - 250,000 VND 250,001 - 300,000 VND Over 300,000 VND Total 470 13.2 38.9 25.5 12.1 4.0 3.4 2.8 1 – Living Place Northern 196 13.8 34.7 26.0 12.8 5.1 4.6 3.1 Central 53 18.9 32.1 30.2 9.4 5.7 1.9 1.9 Southern 221 11.3 44.3 24.0 12.2 2.7 2.7 2.7 2 - Gender Male 210 15.2 42.9 24.8 8.6 3.8 4.3 0.5 Female 260 11.5 35.8 26.2 15.0 4.2 2.7 4.6 3 - Age 16 – 19 years old 22 22.7 36.4 18.2 13.6 4.5 0.0 4.5 20 – 29 years old 316 15.8 44.3 22.8 10.8 2.2 1.9 2.2 30 – 39 years old 108 6.5 27.8 32.4 13.9 8.3 6.5 4.6 40 years old and over 24 0.0 20.8 37.5 20.8 8.3 12.5 0.0 4 – Marital Status Single 298 16.1 45.0 23.5 9.1 2.7 1.3 2.3 Married 162 8.0 29.0 29.6 18.5 5.6 6.2 3.1 Widowed / Divorced 9 0.0 22.2 22.2 0.0 22.2 22.2 11.1 Others 1 100.0 0.0 0.0 0.0 0.0 0.0 0.0 5 – Monthly Household Income Lower income (~ 7 million VND) 91 28.6 42.9 17.6 5.5 2.2 2.2 1.1 Middle income (7 ~ 15 million VND) 184 13.6 40.2 27.7 10.3 3.3 2.2 2.7 Upper income (15 million VND ~) 195 5.6 35.9 27.2 16.9 5.6 5.1 3.6 13.2 38.9 25.5 12.1 4.0 3.4 2.8 0.0 20.0 40.0 60.0
  15. 15. Type of packaging and Volume 15  [301 – 500 ml] is mostly purchased for bottle packaging at 23.9%. Besides, 15.2% purchase the size of [Over 900 ml].  Apart from the size of [301 – 500 ml], 19.8% female respondents often buy [Over 900 ml] while males buy [101 – 200 ml] with 16.4%. Q. Please tell us what packaging and what volume you usually buy? [Matrix SA] n Under 10 ml 10 - 50 ml 51 - 100 ml 101 - 200 ml 201 - 300 ml 301 - 500 ml 501 - 600 ml 601 - 700 ml 701 - 800 ml 801 - 900 ml Over 900 ml Total 460 0 0 2.4 12.8 13.9 23.9 13.5 5.9 6.3 6.1 15.2 1 – Living Place Northern 192 0.0 0.0 3.6 8.9 15.6 22.9 13.0 7.3 8.9 7.8 12.0 Central 50 0.0 0.0 0.0 24.0 10.0 20.0 14.0 2.0 2.0 10.0 18.0 Southern 218 0.0 0.0 1.8 13.8 13.3 25.7 13.8 5.5 5.0 3.7 17.4 2 - Gender Male 207 0.0 0.0 1.0 16.4 15.5 25.1 12.6 6.8 6.8 6.3 9.7 Female 253 0.0 0.0 3.6 9.9 12.6 22.9 14.2 5.1 5.9 5.9 19.8 3 - Age 16 – 19 years old 21 0.0 0.0 0.0 14.3 23.8 19.0 9.5 4.8 9.5 0.0 19.0 20 – 29 years old 310 0.0 0.0 2.9 12.3 12.9 24.2 14.8 6.1 6.5 5.5 14.8 30 – 39 years old 105 0.0 0.0 1.9 12.4 18.1 22.9 12.4 4.8 5.7 8.6 13.3 40 years old and over 24 0.0 0.0 0.0 20.8 0.0 29.2 4.2 8.3 4.2 8.3 25.0 4 – Marital Status Single 291 0.0 0.0 2.1 11.7 15.1 25.1 15.8 5.5 5.2 5.5 14.1 Married 159 0.0 0.0 2.5 14.5 11.3 21.4 9.4 6.9 8.8 7.5 17.6 Widowed / Divorced 9 0.0 0.0 11.1 22.2 11.1 33.3 11.1 0.0 0.0 0.0 11.1 Others 1 0.0 0.0 0.0 0.0 100.0 0.0 0.0 0.0 0.0 0.0 0.0 5 – Monthly Household Income Lower income (~ 7 million VND) 88 0.0 0.0 4.5 13.6 12.5 22.7 15.9 8.0 4.5 4.5 13.6 Middle income (7 ~ 15 million VND) 180 0.0 0.0 2.2 12.2 14.4 28.9 12.2 3.3 6.1 3.9 16.7 Upper income (15 million VND ~) 192 0.0 0.0 1.6 13.0 14.1 19.8 13.5 7.3 7.3 8.9 14.6 0 0 2.4 12.8 13.9 23.9 13.5 5.9 6.3 6.1 15.2 0 20 40 60 1 - Bottle
  16. 16. Type of packaging and Volume 16  [Under 10 ml] gains the highest percentage for pack packaging at 65.3%. Q. Please tell us what packaging and what volume you usually buy? [Matrix SA] n Under 10ml 10 - 50 ml 51 - 100 ml 101 - 200 ml 201 - 300 ml 301 - 500 ml 501 - 600 ml 601 - 700 ml 701 - 800 ml 801 - 900 ml Over 900 ml Total 346 65.3 34.7 0 0 0 0 0 0 0 0 0 1 – Living Place Northern 146 63.7 36.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Central 40 57.5 42.5 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Southern 160 68.8 31.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 2 - Gender Male 156 59.6 40.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Female 190 70.0 30.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 3 - Age 16 – 19 years old 16 50.0 50.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 20 – 29 years old 240 67.1 32.9 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 30 – 39 years old 74 62.2 37.8 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 40 years old and over 16 68.8 31.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 4 – Marital Status Single 224 68.8 31.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Married 115 57.4 42.6 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Widowed / Divorced 6 83.3 16.7 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Others 1 100.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 5 – Monthly Household Income Lower income (~ 7 million VND) 79 65.8 34.2 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Middle income (7 ~ 15 million VND) 137 65.7 34.3 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 Upper income (15 million VND ~) 130 64.6 35.4 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 65.3 34.7 0 0 0 0 0 0 0 0 0 0 20 40 60 80 2 - Pack
  17. 17. Type of packaging and Volume 17  For Tube, nearly 4 out of 10 respondents buy the size of [51 – 100 ml], followed by [101 – 200 ml] at 25.9%. Q. Please tell us what packaging and what volume you usually buy? [Matrix SA] n Under 10ml 10 - 50 ml 51 - 100 ml 101 - 200 ml 201 - 300 ml 301 - 500 ml 501 - 600 ml 601 - 700 ml 701 - 800 ml 801 - 900 ml Over 900 ml Total 216 0 0 38.0 25.9 13.4 11.6 8.8 2.3 0 0 0 1 – Living Place Northern 87 0.0 0.0 43.7 25.3 17.2 6.9 4.6 2.3 0.0 0.0 0.0 Central 27 0.0 0.0 51.9 14.8 11.1 11.1 11.1 0.0 0.0 0.0 0.0 Southern 102 0.0 0.0 29.4 29.4 10.8 15.7 11.8 2.9 0.0 0.0 0.0 2 - Gender Male 98 0.0 0.0 44.9 25.5 14.3 3.1 8.2 4.1 0.0 0.0 0.0 Female 118 0.0 0.0 32.2 26.3 12.7 18.6 9.3 0.8 0.0 0.0 0.0 3 - Age 16 – 19 years old 10 0.0 0.0 40.0 30.0 20.0 10.0 0.0 0.0 0.0 0.0 0.0 20 – 29 years old 147 0.0 0.0 37.4 23.8 14.3 12.9 9.5 2.0 0.0 0.0 0.0 30 – 39 years old 48 0.0 0.0 39.6 33.3 8.3 8.3 6.3 4.2 0.0 0.0 0.0 40 years old and over 11 0.0 0.0 36.4 18.2 18.2 9.1 18.2 0.0 0.0 0.0 0.0 4 – Marital Status Single 132 0.0 0.0 35.6 25.0 15.9 12.9 9.1 1.5 0.0 0.0 0.0 Married 78 0.0 0.0 42.3 28.2 10.3 9.0 6.4 3.8 0.0 0.0 0.0 Widowed / Divorced 6 0.0 0.0 33.3 16.7 0.0 16.7 33.3 0.0 0.0 0.0 0.0 Others 0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 5 – Monthly Household Income Lower income (~ 7 million VND) 43 0.0 0.0 37.2 25.6 16.3 11.6 7.0 2.3 0.0 0.0 0.0 Middle income (7 ~ 15 million VND) 90 0.0 0.0 37.8 27.8 11.1 13.3 6.7 3.3 0.0 0.0 0.0 Upper income (15 million VND ~) 83 0.0 0.0 38.6 24.1 14.5 9.6 12.0 1.2 0.0 0.0 0.0 0 0 38.0 25.9 13.4 11.6 8.8 2.3 0 0 0 0 20 40 60 80 3 - Tube
  18. 18. E. Detail findings 18 1. Usage and Attitude 2. Brand awareness
  19. 19. Top-of-mind shampoo brands 19  [Clear] is mostly recalled by 39.1% respondents. The next one are [Sunsilk] and [Head & Shoulder] with respective percentage of 18.9% and 10.6%.  [Clear] is likely to have stronger awareness in male group with 51.0%. Q1. When mentioning about shampoo brand in Vietnam, what brands come to your mind firstly? [FA] n Clear X-men Pantene Head & Shoulders Sunsilk Rejoice Dove Romano Lifebuoy Double Rich Enchanteu r Others Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent Total 470 39.1 6.2 10.2 10.6 18.9 1.1 7.9 1.7 0.2 0.4 0.0 3.6 1 – Living Place Northern 196 36.2 6.6 14.3 7.7 19.4 1.0 9.2 2.0 0.0 0.5 0.0 3.1 Central 53 41.5 5.7 3.8 9.4 20.8 1.9 15.1 1.9 0.0 0.0 0.0 0.0 Southern 221 41.2 5.9 8.1 13.6 18.1 0.9 5.0 1.4 0.5 0.5 0.0 5.0 2 - Gender Male 210 51.0 13.8 3.8 10.0 8.6 1.9 3.3 3.8 0.0 0.5 0.0 3.3 Female 260 29.6 0.0 15.4 11.2 27.3 0.4 11.5 0.0 0.4 0.4 0.0 3.8 3 - Age 16 – 19 years old 22 54.5 4.5 9.1 0.0 13.6 4.5 9.1 0.0 0.0 0.0 0.0 4.5 20 – 29 years old 316 39.9 6.0 8.9 9.8 19.9 0.6 9.5 1.9 0.3 0.3 0.0 2.8 30 – 39 years old 108 38.0 7.4 12.0 14.8 17.6 0.9 2.8 1.9 0.0 0.9 0.0 3.7 40 years old and over 24 20.8 4.2 20.8 12.5 16.7 4.2 8.3 0.0 0.0 0.0 0.0 12.5 4 – Marital Status Single 298 39.3 6.4 8.4 9.4 21.1 0.7 8.1 1.7 0.3 0.3 0.0 4.4 Married 162 39.5 5.6 14.2 11.7 16.0 1.9 6.2 1.9 0.0 0.6 0.0 2.5 Widowed / Divorced 9 22.2 11.1 0.0 33.3 0.0 0.0 33.3 0.0 0.0 0.0 0.0 0.0 Others 1 100.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 5 – Monthly Household Income Lower income (~ 7 million VND) 91 37.4 7.7 6.6 8.8 17.6 2.2 15.4 0.0 0.0 0.0 0.0 4.4 Middle income (7 ~ 15 million VND) 184 40.2 7.1 9.2 7.6 21.2 1.6 6.5 2.7 0.5 0.5 0.0 2.7 Upper income (15 million VND ~) 195 39.0 4.6 12.8 14.4 17.4 0.0 5.6 1.5 0.0 0.5 0.0 4.1 39.1 6.2 10.2 10.6 18.9 1.1 7.9 1.7 0.2 0.4 0 3.6 0 20 40 60 80 100
  20. 20. Total spontaneous 20  [Clear] is doing well when reaches 79.4% spontaneous awareness of the surveyed people, followed by Sunsilk.  [Sunsilk] is more familiar with female respondents when it gains 79.2% of total spontaneous awareness. Q1. When mentioning about shampoo brand in Vietnam, what brands come to your mind firstly? [FA] n Clear X-men Pantene Head & Shoulders Sunsilk Rejoice Dove Romano Lifebuoy Double Rich Enchanteu r Others Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent Total 470 79.4 32.1 42.6 46.2 68.1 31.5 43.4 21.3 6.8 8.1 8.5 22.1 1 – Living Place Northern 196 79.1 32.1 46.9 33.7 68.9 28.1 48.5 18.9 3.1 8.7 10.7 20.9 Central 53 83.0 28.3 37.7 45.3 75.5 32.1 49.1 34.0 5.7 5.7 11.3 20.8 Southern 221 78.7 33.0 39.8 57.5 65.6 34.4 37.6 20.4 10.4 8.1 5.9 23.5 2 - Gender Male 210 81.4 61.0 26.7 41.4 54.3 25.7 24.3 41.9 8.6 2.9 3.8 20.0 Female 260 77.7 8.8 55.4 50.0 79.2 36.2 58.8 4.6 5.4 12.3 12.3 23.8 3 - Age 16 – 19 years old 22 95.5 27.3 63.6 59.1 68.2 45.5 45.5 18.2 0.0 0.0 4.5 9.1 20 – 29 years old 316 80.1 33.9 40.2 46.5 70.3 31.0 46.2 23.7 7.3 10.1 8.2 22.8 30 – 39 years old 108 77.8 28.7 44.4 44.4 61.1 30.6 33.3 14.8 7.4 3.7 7.4 24.1 40 years old and over 24 62.5 29.2 45.8 37.5 70.8 29.2 50.0 20.8 4.2 8.3 20.8 16.7 4 – Marital Status Single 298 79.5 32.9 43.0 46.6 68.5 30.9 43.0 23.8 7.0 10.7 7.4 23.5 Married 162 79.0 30.9 42.6 45.7 67.3 32.7 42.6 15.4 6.8 3.7 10.5 18.5 Widowed / Divorced 9 77.8 22.2 33.3 44.4 77.8 33.3 77.8 33.3 0.0 0.0 11.1 33.3 Others 1 100.0 100.0 0.0 0.0 0.0 0.0 0.0 100.0 0.0 0.0 0.0 100.0 5 – Monthly Household Income Lower income (~ 7 million VND) 91 79.1 37.4 33.0 42.9 71.4 34.1 47.3 22.0 3.3 9.9 4.4 26.4 Middle income (7 ~ 15 million VND) 184 75.5 29.3 46.2 44.6 65.2 27.7 45.1 21.7 5.4 7.1 9.8 20.1 Upper income (15 million VND ~) 195 83.1 32.3 43.6 49.2 69.2 33.8 40.0 20.5 9.7 8.2 9.2 22.1 79.4 32.1 42.6 46.2 68.1 31.5 43.4 21.3 6.8 8.1 8.5 22.1 0 20 40 60 80 100
  21. 21. Total awareness 21  More than 9 out of 10 people who were asked know [Clear]. The next brands are [Sunsilk] and [Head & Shoulders] at 90.9% and 88.9% respectively.  [Sunsilk] and [Clear] lead total awareness with the same percentage of 96.2% of female respondents. Q. Please tell us what shampoo brands you know in the list below? [MA] n Clear X-men Pantene Head & Shoulders Sunsilk Rejoice Dove Romano Lifebuoy Double Rich Enchanteu r Others Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent Percent Total 470 95.5 88.1 78.9 88.9 90.9 85.7 86 84.3 73.6 82.8 77.9 4.0 1 – Living Place Northern 196 97.4 89.8 81.6 90.3 92.3 87.8 90.3 87.8 73.0 87.2 84.7 3.1 Central 53 92.5 90.6 73.6 81.1 84.9 73.6 81.1 84.9 69.8 79.2 73.6 5.7 Southern 221 94.6 86.0 77.8 89.6 91.0 86.9 83.3 81.0 75.1 79.6 72.9 4.5 2 - Gender Male 210 94.8 92.9 65.7 84.3 84.3 78.6 76.2 87.1 64.8 72.9 62.9 2.9 Female 260 96.2 84.2 89.6 92.7 96.2 91.5 93.8 81.9 80.8 90.8 90.0 5.0 3 - Age 16 – 19 years old 22 90.9 77.3 77.3 86.4 81.8 72.7 72.7 68.2 59.1 63.6 54.5 4.5 20 – 29 years old 316 96.5 88.6 77.2 87.7 92.1 85.8 86.1 85.8 73.7 82.9 78.8 4.7 30 – 39 years old 108 94.4 88.9 84.3 92.6 88.9 89.8 87.0 87.0 77.8 88.0 83.3 1.9 40 years old and over 24 91.7 87.5 79.2 91.7 91.7 79.2 91.7 66.7 66.7 75.0 62.5 4.2 4 – Marital Status Single 298 96.0 86.2 77.5 88.3 91.6 83.9 83.2 82.9 70.8 81.2 75.5 4.4 Married 162 94.4 91.4 81.5 90.1 89.5 89.5 90.1 86.4 79.6 86.4 82.7 3.1 Widowed / Divorced 9 100.0 88.9 88.9 100.0 100.0 88.9 100.0 88.9 66.7 77.8 77.8 11.1 Others 1 100.0 100.0 0.0 0.0 0.0 0.0 100.0 100.0 0.0 0.0 0.0 0.0 5 – Monthly Household Income Lower income (~ 7 million VND) 91 96.7 83.5 70.3 84.6 92.3 83.5 82.4 78.0 61.5 78.0 72.5 3.3 Middle income (7 ~ 15 million VND) 184 94.0 87.5 81.0 87.5 89.1 84.2 85.3 84.8 73.4 82.1 75.5 4.3 Upper income (15 million VND ~) 195 96.4 90.8 81.0 92.3 91.8 88.2 88.2 86.7 79.5 85.6 82.6 4.1 95.5 88.1 78.9 88.9 90.9 85.7 86.0 84.3 73.6 82.8 77.9 4.0 0 20 40 60 80 100
  22. 22. W&S Joint Stock Company is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’ and ‘Web marketing’. Online research is conducted based on Vinaresearch – our actively managed over 140,000 members panel with various segmentations across Vietnam. FOR FURTHER INQUIRIES, PLEASE CONTACT: W&S Joint Stock Company » Address: Floor 10, 40 Pham Ngoc Thach St., District 3, HCMC » Office phone: (848) 38 223 215 Fax: (848) 38 223 216 » Email: info@vinaresearch.jp » Website: http://vinaresearch.jp/ The copyright of this report belongs to W&S Joint Stock Company. The results (analyzing, wording, data, tables and graphs) of this survey can be publicly used, but must be cited and sourced from W&S Joint Stock Company (also include its website address http://vinaresearch.jp).
  • TranThiThanhLan1

    Jul. 29, 2016
  • salonigup

    Dec. 22, 2015

Research Method: Online research Fieldwork Period: May 2014 Research Area: Nationwide Respondent Criteria: Male & Female aged 16 and over, main decision maker and buy for personal care products Sample Size 470 samples Number of Questions 7 Screening questions and 8 Main Questions Survey Content Screening Frequency of washing hair, Living place, Age, Gender, Marital Status, Monthly Household Income, Decision maker and buyer. Main Study Important factors for choosing shampoo, Purchase places & Reasons for choosing, Frequency of buying shampoo, Amount of money paid for once buying, Type of packaging, Brand awareness. ---------- Copyright by W&S Vietnam Onwer of Online Research Community Vinaresearch with over 180.000 members in Vietnam Check more report: http://vinaresearch.jp/sample/voluntary_surveys/index.html?page=1

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