1.
Overview of Floor cleaner
products in Vietnam market
PBI Survey 2015
Date: 27th Jan 2015 – 4th Feb 2015

2.
Table of content
2
Research Design P.2
Respondent Profile P.4
Research Summary P.5
Research Summary P.6
Detail Findings P.7

3.
Research Design
3
Research Method Internet Sampling
Fieldwork Period 27th Jan 2015 – 4th Feb 2015
Research Area Vietnam (Nationwide)
Respondent Criteria Female only
Sample Size 983 samples
Survey Content Floor Cleaner brand awareness
Expansive of Floor Cleaner Brand
Floor Cleaner brand ever used
Floor Cleaner brand used in the past 3 months
Floor Cleaner brand most often used in the past 3 months
Floor Cleaner brand use in the future
Floor Cleaner brand recommendation

4.
Respondent Profile
4
Unit: %
50.849.2
Living area
HCMC
Hanoi
42.0
32.1
25.8
Age
20 - 24 years old
25 - 29 years old
30 years old and above
6.2
11.6
30.8
51.4
Less than 4.500.000 VND 4.500.000 - 7.499.999 VND 7.500.000 - 14.999.999 VND More than 15.000.000 VND
Monthly household income

5.
PBI (Popular Brand Index)
POPULAR
BRAND
INDEX
(PBI)
Top of
Mind
(TOM)
Expansive
Last Used
Future
Intention
𝑃𝐵𝐼 = 𝑤1 ∙ 𝑇𝑂𝑀 + 𝑤2 ∙ 𝐸𝑥𝑝𝑎𝑛𝑠𝑖𝑣𝑒 + 𝑤3 ∙ 𝐿𝑎𝑠𝑡𝑈𝑠𝑒𝑑 + 𝑤4 ∙ 𝐼𝑛𝑡𝑒𝑛𝑡𝑖𝑜𝑛
Additional Information :
•Top of Mind (TOM) = First brand mentioned by respondents.
•Expansive = Scope and spread of brand.
•Last Used/ Market Share = Total purchase or last used brand in past 3 months.
•Future Intention = Consumer intention to purchase brand.
Brand is one of the most important assets of the company and
also represent identity of a company. "Brand or trademark is a
name or symbol that is associated with the product/service and
cause psychological meaning/association".
In addition, the brand also works as a promotional tools, so
that a product with certain brand would likely to gain popularity or
awareness in the community and affect consumer behavior.
W&S study based on development of PBI (Popular Brand
Index) concept which included community top of mind brand,
expansive or spread of the brand, total purchase or last used of the
brand, and consumer intention to purchase brand.
Research Concept

6.
Research Summary
6
 There are only 2 key players in Floor cleaner market
In terms of brand awareness, Sunlight is dominant on consumers’ mind with Top of mind 81.6% and aware of by
almost consumers with 99.1% of total awareness. Followed by Gift and Lix with 83.5% and 57.8%, respectively.
Consistently, Sunlight is advertised on most media (87.4% of consumers finding Sunlight on newspapers,
television, internet, etc.,). Next is Gift, which can be easily found on media.
Regarding brand repertoire, about 70% of consumers are loyal with and advocate their current used brand. The
rest of about 30% of consumers change to another brand to use & recommend for their relatives/ friends. In
which, Sunlight gains many users from other brands . The loyalty towards Sunlight is high (84.3%), while Gift
users are not much loyal with their current brand (only 62.3%). Gift brand attracts only 7.5% of Sunlight users in
the future, but it losses up to 16.4% of users to Sunlight.
What is the reason for them to be loyal with Sunlight & Gift brands?
 Sunlight users satisfied with their current brand the most, followed by Gift.
 Popularity of floor cleaner brands are clear distinction ranking
Sunlight’s Popular brand Index ranks the first (81.0), the next popular player is Gift (12.2). Sunlight popularity
leaves behind other brands , which is the reason for Sunlight to be dominant in this market.

7.
DETAIL FINDINGS
7
1. Brand Awareness
2. Expansive
3. Frequent User
4. Loyalty/ Switching
5. Brand Satisfaction
6. PBI (Popular Brand Index)

8.
Sun
light
Gift Lix
Mr.clea
n
Look Whiz Mỹ hảo Ring Amway Others
81.6 12.1 2.4 .3 .0 .0 .3 .1 .8 17.5
94.2 44.2 14.2 3.2 2.6 2.5 8.0 5.7 5.4 20.7
99.1 83.5 57.8 29.7 9.1 8.6 8.0 5.8 5.3 21.2
Q. Regarding floor cleaner brands, which brands do come to your mind?[FA] (n=983)
Q. Which brands do you know in the list below? [MA] (n=983)
1. Floor Cleaner Brand Awareness
Unit: %
8
Sunlight is dominant on consumers’ mind with 81.6% of Top of mind awareness
 Sunlight is aware of by most of consumers with 99.1% of total awareness.
 Followed by Gift and Lix with 83.5% and 57.8%, respectively.
81.6
12.0
2.3 0.3 0.0 0.0 0.3 0.1 0.8
17.5
94.2
44.2
14.2
3.2 2.6 2.5
8.0 5.7 5.4
20.7
99.1
83.5
57.8
29.7
9.1 8.6 8.0 5.8 5.3
21.2
Top of Mind
Total spontaneous awareness
Total brand awareness

9.
Q. Which floor cleaner Brands are easily found on media including: Television, radio, ad words, newspaper, etc.,?
[MA] (n=983)
2. Expansive of Floor Cleaner Brand
Unit: %
9
Consistently, Sunlight is also advertised on media channels the most
 87.4% of consumers found Sunlight on newspapers, television, internet, etc.,.
 Next mentioned brand is Gift, which can also be easily found on media.

10.
Q. Which brand did you use the most often in the past 3 months?[SA] (n=983)
Q. Which brand is the first choice when you buy in the next purchase? [SA] ] (n=983)
Q. When there are relatives/ friends ask you about floor cleaner brand to use, which brand do you recommend for them? [SA] ] (n=983)
3. Floor Cleaner Brand Repertoire
Unit: %
10
 The market is not much competitive because Sunlight is dominant in the floor cleaner market (82.5%), followed by Gift
(12.4%).
 About 70% of consumers are loyal to and advocate their current used brand. The rest of about 30% of consumers
change to another brand to use & recommend for their relatives/ friends.
82.5
60.6 59.1
12.4
7.7 7.6
0.8
0.6
2.6
1.4
1.4
0.2
28.7 31.1
0.0
20.0
40.0
60.0
80.0
100.0
Not be loyal/ advocate their
current brand
Others
Lix
Mr clean
Amway
Look
Whiz
Gift
Sunlight
BRAND MOST
OFTEN USED
BRAND LOYALTY
BRAND
ADVOCACY

11.
Q. Which brand do you currently use the most often?[SA] (n=983)
Q. Which brand is the first choice when you buy in the next purchase? [SA] (n=646)
Unit: %
11
84.3
62.3
60.0
53.8
15.7
37.7
40.0
46.2
Sunlight
(n=811)
Gift (n=102)
Mr.Clean
(n=10)
Lix (n=26)
Loyal brand users Users that intend to switch brand
BRAND IN THE NEXT PURCHASE
Sunlig
ht
Gift Whiz Look
Mr.
Clean
Lix
Amwa
y
Others Total
BRAND
MOST
OFTEN
USE
Sunlig
ht 84.3 7.5 0.5 0.5 3.1 2.3 0.9 0.9 100
Gift 16.4 62.3 0.8 4.9 3.3 4.9 0.0 7.4 100
Mr.
Clean*
20.0 0.0 0.0 0.0 60.0 0.0 0.0 20.0 100
Lix* 30.8 3.8 0.0 3.8 0.0 53.8 0.0 3.8 100
Sunlight gains many potential users from other brands
 The loyalty towards Sunlight is high (84.3%); whereas current users of Gift are not much loyal with their current brand
(only 62.3%).
 Gift brand is likely to attract only 7.5% of Sunlight users in the future, but loss up to 16.4% of users to Sunlight.
Brand intending to buy in the next purchase
*Note: Based on those who buy in the next purchase
*: Small sample size, just for reference only
4. Floor Cleaner Brand Loyalty/ Switching

12.
1.5
2.5
3.8
.4 15.9
18.0
20.0
30.8
69.9
68.9
80.0
42.3
12.3
10.7
23.1
Sunlight (n=811)
Gift (n=102)
Mr.Clean* (n=10)
Lix* (n=26)
Definitely unsatisfied Unsatisfied Neutral Satisfied Definitely satisfied
Mean
3.91
3.85
3.80
3.81
*: Small sample size, just for reference only
5. Floor Cleaner Brand Satisfaction
Sunlight users are satisfied with their current brand the most, followed by Gift. That is the reason for
them to be loyal with Sunlight & Gift brands.
Q. How is your satisfaction towards the brand that you used the most often in the past 3 months (n=983)
Unit: %
12

13.
Rank of
Popularity
Floor Cleaner brand Popular Brand Index
1 Sunlight 81.0
2 Gift 12.2
3 Lix 2.6
4 Mr.Clean 1.5
5 Amway 0.8
6 Look 0.4
7 Whiz 0.2
The PBI is obtained by Internet Sampling method, where using online panel with 983 respondents in W&S
Vietnam database (Vinaresearch). The results obtained for Floor Cleaner Product with PBI concept are:
Q. Regarding floor cleaner brands, which brands do come to your mind?[FA] (n=983)
Q. Which floor cleaner Brands are easily found on media including: Television, radio, ad words, newspaper, etc.,?[MA] (n=983)
Q. Which brand did you use the most often in the past 3 months?[SA] (n=983)
Q. Which brand is the first choice when you buy in the next purchase? [SA] (n=646)
6. Popular Brand Index Results (PBI)
13
 Sunlight’s Popular brand Index ranks the first (81.0), the next popular player is Gift (12.2).

14.
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).