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[Report] Groupon Site in Vietnam Market 2015

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Research Method: Internet Sampling
Fieldwork Period: 25th Jan 2015 – 30th Jan 2015
Research Area: Vietnam (Nationwide)
Respondent Criteria: Male & Female
Sample Size: 800 samples
Survey Content
1. Frequency of visiting Groupon sites
2. Brand awareness of Vietnam groupon sites in 2015
3. Groupon site brand repertoire in Vietnam
4. Groupon site Loyalty / Switching
5. The Brand Power Index
6. Product/Service categories purchased the most often from Groupon sites, and reasons to buy.
7. Payment method used the most often when transacting on groupon sites.

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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] Groupon Site in Vietnam Market 2015

  1. 1. Overview of Groupon sites in Vietnam market BPI Survey 2015 Date: 25th - 30th January 2015
  2. 2. Table of content 2 Research Design P.2 Respondent Profile P.4 Research Summary P.5 Detail Findings P.7
  3. 3. Research Design 3 Research Method Internet Sampling Fieldwork Period 25th Jan 2015 – 30th Jan 2015 Research Area Vietnam (Nationwide) Respondent Criteria Male & Female Sample Size 800 samples Survey Content 1. Frequency of visiting Groupon sites 2. Brand awareness of Vietnam groupon sites in 2015 3. The dominated groupon site in Vietnam 4. Groupon site Loyalty / Switching 5. The Brand Power Index 6. Product/Service categories purchased the most often from Groupon sites, and reasons to buy. 7. Payment method used the most often when transacting on groupon sites.
  4. 4. Respondent Profile 4 37.5 62.5 Gender (n=800) Male (n=300) Female (n=500) 3.8 35.0 31.5 17.8 8.3 3.0 0.8 16-19 years old 20-24 years old 25-29 years old 30-34 years old 35-39 years old 40-49 years old 50 years old and older Age (n=800) 16.5 9.0 24.1 14.6 17.4 7.1 5.5 2.6 3.1 Daily 4 - 6 times / week 2 - 3 times / week Once per week 2 - 3 times / months Once per 3 months 1 - 2 times / 3 months Once per 3 months Less than once per 3 months Frequency of accessing groupon sites (n=800) Unit: %
  5. 5. Research Summary 5 • Males and Females often visit Groupon sites 1 – 3 times / week (38.8%). The average visiting time is 2.5 times per week for all respondents, 2.4 times per week by males and 2.6 times per week by females. • Nhommua.com is the top Groupon site which has the highest Top of mind and Total awareness level with 31.6% and 91.0% respectively. • Although Hotdeal.vn just gains the third TOM and Total awareness level (following Nhommua.vn and Muachung.vn), the site keeps the leading position for the site that is mostly purchased from, with 34.5%. • Comparing with 2012, the percentage of Hotdeal user increases 13.5% and of Muachung.vn user increases 2.4% in 2015. While Nhommua.com ranked 1st as the site that mostly purchased from in 2012, the groupon site just gains 13.3% of users in 2015 and drops out 11.2% than 2012. • In groupon market, nearly 50% of those groupon site users are not loyal to or advocate the sites that they mostly used. • With 58.8% conversion rate from Most often used groupon website to loyal customer, Muachung.vn has become the leading site in keeping consumers until now. Even though Hotdeal.vn is not the top site in keeping loyal consumers, it’s the site that gets the most potential users who convert from other groupon sites.
  6. 6. Research Summary 6 • With 46 / 100 points, Hotdeal.vn is the top Groupon site ranked by Brand Power Index, followed by Muachung.vn (41.7) and Nhommua.com (35.4). • Fashion is the top category selected by both Males and Females, accounting for 62.4%. Whereas, Females are more likely to purchase Fashion than males. • 71.5% of consumers agreed that one of the reasons to buy products from Groupon sites is to Save time from shopping transporting, followed by Promotion and Price is cheaper than traditional stores. • Apart from the top 3 reasons above, males often purchase products from groupon sites because it is Easy to purchase private products or Be trustable because of buyer reviews, while females consider about Price as they Can compare prices of the items. • More than 7 out of 10 people often use Cash payment when purchasing from Groupon sites (73.3%) Just 21.1% of those who purchased from Groupon sites used Transferring by ATM, Credit and 4.4% used Banking payment.
  7. 7. DETAIL FINDINGS 7 1. Frequency of visiting groupon sites 2. Brand Awareness 3. The dominated groupon sites 4. Groupon site Loyalty / Switching 5. Brand Power Index (BPI) 6. Top 15 categories to purchase from groupon sites 7. Top 15 reasons to purchase from groupon sites 8. Popular Payment Method
  8. 8. Q. Please tell us your gender? [n=3,000] Initially, there are 3,000 respondents taking part in the survey with equal 50% of male and female. However, there are 800 surveyed people have purchased product with from Groupon sites within the last 3 months . In which, the rate of male and female is 62.5% vs. 37.5%. 50.0 50.0 Gender (n=3000) Male (n=1500) Female (n=1500) Those who purchased product from groupon sites within the last 3 months (n=800) Groupon site Penatration Unit: % 8 37.5 62.5 Gender (n=800) Male (n=300) Female (n=500) IR = 27%
  9. 9. Q. How often do you access / visit groupon sites? [n=800] Q. Please tell us your gender? [n=800] Frequency of visiting groupon sites between males and females is similar from 1 – 3 times / week  In general, the respondent often visit groupon sites 2.5 times per week on average  Females visit groupon sites more often than males with the average of 2.4 times / week compared to 2.6 times / week, respectively. 35.8 38.8 9.0 16.5 Frequency of visiting the groupon sites (n=800) Less than once a week 1 - 3 times / week 4 - 6 times / week Every day 34.7 39.0 8.6 17.7 Less than once a week 1 - 3 times / week 4 - 6 times / week Every day Female (n=500) 37.6 38.3 9.7 14.4 Less than once a week 1 - 3 times / week 4 - 6 times / week Every day Male (n=300) Average visiting for all respondents: 2.5 times / week N=800 Average visiting times for males: 2.4 times / week Average visiting times for males: 2.6 times / week 1. Frequency of visiting groupon sites Unit: % 9
  10. 10. 3.6 0.0 0.0 0.0 0.1 0.1 0.4 0.4 0.8 0.9 3.1 10.5 20.1 28.4 31.6 Others Gooddeal.vn Diadiemvang.net Runhau.vn Vinadeal.vn Dealvip.vn Nhanhmua.com Khuyenmaivang.vn 51deal.vn Sieumua.com Cucre.vn Cungmua.com Hotdeal.vn Muachung.vn Nhommua.com TOM (Top of mind) 15.9 0.9 0.6 1.9 2.4 0.8 3.3 3.9 6.9 5.5 17.8 46.6 57.1 62.9 58.6 Others Gooddeal.vn Diadiemvang.net Runhau.vn Vinadeal.vn Dealvip.vn Nhanhmua.com Khuyenmaivang.vn 51deal.vn Sieumua.com Cucre.vn Cungmua.com Hotdeal.vn Muachung.vn Nhommua.com Total spontaneous 16.1 14.3 17.9 16.4 19.0 17.5 27.4 26.8 29.3 34.6 63.5 82.8 88.5 90.6 91.0 Others Gooddeal.vn Diadiemvang.net Runhau.vn Vinadeal.vn Dealvip.vn Nhanhmua.com Khuyenmaivang.vn 51deal.vn Sieumua.com Cucre.vn Cungmua.com Hotdeal.vn Muachung.vn Nhommua.com Total awareness Nhommua.com is the groupon site that has highest TOM and Total awareness level  The percentage of TOM for Nhommua.com gains 31.6%, followed by Muachung.vn and Hotdeal.com with 28.4% and 20.1%, respectively.  Although accounts for 10.5% of TOM awareness, Cungmua.com gains over 80% of total awareness among surveyed people. 2. Brand awareness of groupon sites Unit: % 10 Q. What groupon sites come to your mind? [n=800] Q. Please tell us all groupon sites that you remember including the sites that you mentioned above?[n=800]
  11. 11. Hotdeal.vn is the groupon site that consumers purchased most often from at 34.5%  Comparing with same study in 2012, Hotdeal purchaser increases 13.5% and of Muachung.vn purchaser increases 2.4% by 2015  Although ranked 1st as the “mostly purchased” site in 2012, Nhommua.com only gains 13.3% of purchasers in 2015 and decreases 11.2% compared to 2012. 0.3 0.0 0.1 0.1 0.3 0.5 0.6 0.8 2.1 2.6 2.6 9.3 11.0 13.3 24.3 34.5 Others Vinadeal.vn Runhau.vn Dealvip.vn Gooddeal.vn Diadiemvang.net Nhanhmua.vn khuyenmaivang.vn Sieumua.com 51deal.vn 51deal.vn Cucre.vn Cungmua.com Nhommua.com Muachung.vn Hotdeal.vn The mostly purchased Groupon site Jan 2015 Sep 2012 + /- 34.5% 21.1% +13.4% 24.3% 21.9% +2.4% 13.3% 24.5% -11.2% 3. The dominated groupon site in Vietnam Unit: % 11Q. Please tell us which current groupon site that you purchase from the most often? [n=800]
  12. 12. In general, Hotdeal.vn is the mostly-purchased-from groupon site for both males and females  However, Females are more likely to purchase from Hotdeal.vn than males, with 36.2% and 31.7%, respectively. Groupon site mostly used by gender Male (n=300) Female (n=500) Nhom mua.c om Hotde al.vn Cung mua.c om Muac hung. vn Cucre. vn 51dea l.vn Sieum ua.co m Khuye nmaiv ang.v n Nhan hmua. vn Dealvi p.vn Runha u.vn Diadie mvan g.net Vinad eal.vn Good deal.v n Other s Male (n=300) 14.0 31.7 8.7 23.3 11.0 5.0 3.3 1.0 0.3 0.0 0.3 0.7 0.0 0.0 0.7 Female (n=500) 12.8 36.2 12.4 24.8 8.2 1.2 1.4 0.6 0.8 0.2 0.0 0.4 0.0 0.4 0.6 3. The dominated groupon site in Vietnam Unit: % 12 Q. Please tell us which current groupon site that you buy from the most often? [n=800] Q. Please tell us your gender? [n=800]
  13. 13. In Vietnam’s groupon market, nearly 50% of groupon site users are not really loyal to or advocate the site that they use the most often 34.5 19.9 18.9 24.3 14.3 12.5 13.3 7.1 6.1 11.0 5.5 4.9 9.3 4.0 3.6 7.8 2.9 2.1 46.4 51.9 0.0 20.0 40.0 60.0 80.0 100.0 Not be loyal / advocate with sites Others Cucre.vn Cungmua.com Nhommua.com Muachung.vn Hotdeal.vn MOST OFTEN USED LOYALTY ADVOCACY Based on n=800 3. The dominated groupon site in Vietnam Unit: % 13 Q. Please tell us which current groupon site that you buy from the most often? [n=800] Q. Please tell us which groupon site that you consider to buy in the next purchase? [n=800] Q. If your friends, relatives, family ask you which groupon site they should buy from, please tell us which one will you recommend? [n=800]
  14. 14. Among groupon sites, Muachung.vn gains highest percentage of loyal users, with 58.8%  Although loyal level of current Hotdeal.vn users is not the highest, it is likely to get the most potential users who convert from other sites.  Less than 50% of Cucre.vn users will continue to purchase from the site in future (43.2%), and they are likely to switch to Hotdeal.vn (23.0%) or Muachung.vn (17.6%). Nhommua .com Hotdeal.v n Cungmua. com Muachung .vn Cucre.vn Others Nhommua.com 53.8 19.8 5.7 9.4 3.8 7.5 Hotdeal.vn 11.6 57.6 9.8 10.5 5.4 5.1 Cungmua.com 6.8 17.0 50.0 5.7 11.4 9.1 Muachung.vn 10.8 13.9 5.7 58.8 6.2 4.6 Cucre.vn 5.4 23.0 4.1 17.6 43.2 6.843.2 58.8 50.0 57.6 53.8 56.8 41.2 50.0 42.4 46.2 Cucre.vn (n=74) Muachung.vn (n=194) Cungmua.com (n=88) Hotdeal.vn (n=276) Nhommua.com (n=106) Loyal users Users having intention to switch *The percentage is based on samples of each groupon site 4. Groupon site Loyalty / Switching Unit: % 14 Q. Please tell us which current groupon site that you buy from the most often? [n=800] Q. Please tell us which groupon site that you consider to buy in the next purchase? [n=800]
  15. 15. With the point of 46/100, Hotdeal.vn is top groupon site ranked by Brand Power Index, followed by Muachung.vn and Nhommua.com  Most of Hotdeal.vn conversion rates are more than 55% .  However, regarding conversion rate from “Most often used” to “Loyalty”, Muachung.vn has the highest percentage at 58.8%. N=800 Total Aware ness Conver sion rate Trial Conver sion rate Experie nce Conver sion rate Most often used Conver sion rate Loyalty Conver sion rate Advoca cy Brand Power Index 88.5 76.4 67.6 69.3 46.9 73.6 34.5 57.6 19.9 95.0 18.9 46.0 90.6 74.2 67.3 61.2 41.1 59.0 24.3 58.8 14.3 87.7 12.5 41.7 91.0 69.8 63.5 49.4 31.4 42.2 13.3 53.8 7.1 86.0 6.1 35.4 82.8 63.4 52.5 48.3 25.4 43.3 11.0 50.0 5.5 88.6 4.9 30.3 63.5 56.3 35.8 52.4 18.8 49.3 9.3 43.2 4.0 90.6 3.6 22.5 34.6 39.0 13.5 48.1 6.5 32.7 2.1 41.2 0.9 85.7 0.8 9.7 29.3 47.0 13.8 50.9 7.0 37.5 2.6 38.1 1.0 87.5 0.9 9.1 27.4 42.0 11.5 38.0 4.4 14.3 0.6 20.0 0.1 100.0 0.1 7.4 26.8 33.2 8.9 43.7 3.9 19.4 0.8 83.3 0.6 60.0 0.4 6.9 19.0 34.2 6.5 34.6 2.3 0.0 0.0 0.0 0.0 0.0 0.0 4.6 17.9 37.1 6.6 35.8 2.4 21.1 0.5 25.0 0.1 0.0 0.0 4.6 16.4 35.1 5.8 41.3 2.4 5.3 0.1 0.0 0.0 0.0 0.0 4.1 17.5 25.0 4.4 34.3 1.5 8.3 0.1 0.0 0.0 0.0 0.0 3.9 14.3 31.6 4.5 52.8 2.4 10.5 0.3 50.0 0.1 0.0 0.0 3.6 Others 16.1 5.4 0.9 57.1 0.5 50.0 0.6 0.0 0.0 0.0 0.0 3.0 3.0 3.6 3.9 4.1 4.6 4.6 6.9 7.4 9.1 9.7 22.5 30.3 35.4 41.7 46.0 5. The Brand Power Index (BPI) Unit: % 15
  16. 16. “Fashion” is the top category for both Males and Females to purchase at groupon sites  Besides Fashion, males and females have different category choices generally.  Males prefer technology products such as “Digital devices & Accessories” or “Toy & Gifts”, “ Home Applicants”, while females prefer “Bags & Accessories”, “Café / Restaurant” and “Cosmetics”. 11.6 11.9 17.3 18.3 27.1 29.0 29.5 32.5 35.0 35.1 37.8 38.4 39.0 43.5 62.4 Computer, Laptop Sports and Outdoors Courses Mobiles and Tablet Products for Moms and Kids Books, CDs and culture Products Cosmetics Digital devices & Accessories Food / Drinks Entertaiments Toys / Gilfs Bags and Accessories Home Applicants Café / Restaurant Fashion 4.8 8.2 17.2 10.2 30.4 26.6 36.0 21.4 35.0 32.0 34.2 45.6 36.4 45.2 66.2 23.0 18.0 17.3 31.7 21.7 33.0 18.7 51.0 35.0 40.3 43.7 26.3 43.3 40.7 56.0 Male (n=300) Female (n=500)Total (n=800) 6. Top 15 categories to purchase from groupon sites Unit: % 16Q. Please tell us which categories that you often buy from online groupon sites? [n=800]
  17. 17. 71.5% of the consumers agreed that “Saving time from transporting” is one of the reasons to buy products from groupon sites  The next reasons are because of the “Promotion” and “Price is cheaper than traditional stores”.  Apart from the top 3 reasons above, males often purchase from these sites because it is “Easy to purchase private products”, while females mentioned that they “Can compare price of the items”. 18.9 24.5 26.4 26.5 28.1 29.3 32.5 36.1 36.3 39.5 39.8 39.8 47.9 54.0 71.5 The same quality as buying products from traditional stores Don’t be bothered by salesman Many items are just on sale online Don't take much time to pay Friends, relatives already bought from this and recommend Be trustable because of buyer reviews No purchase time limit Easy to purchase private products Various payment methods Easy to compare products Can compare items prices Quick payment process Price is cheaper than traditional stores Many attractive sales promotion Save time from shopping transporting 18.4 25.2 26.4 24.8 27.8 27.2 31.6 33.4 35.2 39.4 41.8 39.4 46.0 55.2 74.4 19.7 23.3 26.3 29.3 28.7 32.7 34.0 40.7 38.0 39.7 36.3 40.3 51.0 52.0 66.7 Male (n=300) Female (n=500)Total (n=800) 7. Top 15 reasons to purchase from groupon sites Unit: % 17Q. Please tell us why you buy products at the groupon sites? [n=800]
  18. 18. More than 7 out of 10 people often pay by Cash-on-delivery method (73.3%).  21.1% often settle their payment by “Transferring by ATM, Credit” and 4.4% use “Banking payment” when shopping on groupon sites. 73.3 4.4 21.1 1.3 Most often use Payment method Cash payment (COD) Banking payment Transferring by ATM, Credit Others 8. Popular payment method for transactions on groupon sites Unit: % 18Q. Please tell us which payment method that you often use when transacting on groupon sites? [n=800]
  19. 19. 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).
  • ledaitrang

    Oct. 4, 2015

Research Method: Internet Sampling Fieldwork Period: 25th Jan 2015 – 30th Jan 2015 Research Area: Vietnam (Nationwide) Respondent Criteria: Male & Female Sample Size: 800 samples Survey Content 1. Frequency of visiting Groupon sites 2. Brand awareness of Vietnam groupon sites in 2015 3. Groupon site brand repertoire in Vietnam 4. Groupon site Loyalty / Switching 5. The Brand Power Index 6. Product/Service categories purchased the most often from Groupon sites, and reasons to buy. 7. Payment method used the most often when transacting on groupon sites. ---------- 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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