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Survey about how Vietnamese recognize Korean culture

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The Korean Wave increases in global popularity of South Korean culture, especially in Vietnam in recent years. This survey was made to explore how popular Korean Wave is in Vietnam in terms of K-Pop, dramas/movies, Korean food, Korean brands…

This survey was conducted among 917 Vietnamese, who are above 18 years old, across nationwide in May 2019.

Publicada em: Marketing
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Survey about how Vietnamese recognize Korean culture

  1. 1. Q&Me is online market research provided by Asia Plus Inc. How Vietnamese recognize Korean cultures Asia Plus Inc.
  2. 2. Overview The Korean Wave increases in global popularity of South Korean culture, especially in Vietnam in recent years. This survey was made to explore how popular Korean Wave is in Vietnam in terms of K-Pop, dramas/movies, Korean food, Korean brands… This survey was conducted among 917 Vietnamese, who are above 18 years old, across nationwide in May 2019.
  3. 3. How much do you like Korea? 37% 39% 20% 2%3% I like it very much I like it Average I don't like it I don't like it at all Q. How much do you like Korea? 76% have positive feeling about Korea, including 37% of those who like Korea very much
  4. 4. What comes up for Korea? Korean cuisine 42% K-Pop 21% Korean movies 11% Beautiful landscape 10% Kimchi 28% Friendly / beautiful 6% Korean cuisine, especially kimchi is a Korea’s signature in Vietnamese’s perception. Q. When you hear Korea, what comes up on your mind?
  5. 5. How much do you like K-Pop? 20% 31% 36% 6% 3% I like it very much I like it Average I don't like it I don't like it at all Q. How much do you like K-Pop? 51% like K-Pop, including 20% of those who like it very much
  6. 6. Black Pink (9%) BTS (15%) T-ara (7%) Big Bang (12%) SNSD (8%) Popular K-POP Artists G-Dragon (12%) EXO (5%) Q5. Who are your favorite K-POP artist(s)?
  7. 7. How much do you like Korean drama / movies? 25% 43% 26% 1%3% I like it very much I like it Average I don't like it I don't like it at all Q. How much do you like Korean dramas / movies? 68% like Korean drama / movies, including 25% of those who like it very much
  8. 8. Empress Ki (7%) Descendants Of The Sun (13%) Autumn in My Heart (4%) Boys over flowers (13%) Glass Slippers (5%) Popular korean Dramas/ Movies Unstoppable High Kick (7%) City Hunter (4%) Q5. What are your favorite Korean drama(s) and movie(s)?
  9. 9. How much do you like Korean food? 32% 36% 24% 2%1% I like it very much I like it Average I don't like it I don't like it at all Q. How much do you like Korean foods? 68% like Korean foods, including 32% of those who like it very much
  10. 10. Popular Korean Food Q. What is your favorite Korean food? Kimchi 58% Topokki 13% Bibimbap 6% Bulgogi 6% Kimbap 21% Spicy Korean noodles 4%
  11. 11. Famous Korean brands 29% 3% 4% 4% 5% 5% 7% 38% Others Hyundai The Face Shop Ohui Innisfree LG Lotte Samsung Samsung is dominant brand followed by Lotte, LG and Innisfree Q. When you hear "Korean brand", what name comes up on your mind?
  12. 12. Respondent profile (N=917) Male, 43% Female, 57% Gender 18-24, 33% 25-29, 36% 30+, 31% Age 23% 34% 43% Less than 10M 10 - 20M Above 20M Household income HCM, 35% Hanoi, 35% Others, 30% Area
  13. 13. Q&Me – About Online Market Research Services
  14. 14. Provide the research services driven by the technologies Our research solutions Consumer research app Admin platform Traditional market research Collect surveys from online consumers Effective retail audit or data collection Plan, Manage and Analyze data
  15. 15. Our advantage: Direct Panel Management Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 500,000 members as of May, 2019 0% 1% 18% 31% 22% 14% 7% 3% 3% 1% Age 19% 18% 6% 4%3%3% 47% HCM Hanoi Can Tho Da Nang Hai Phong Dong Nhai Others 56% 44% Male Female Gender City
  16. 16. Our advantage – Quick with quality Online is considered to be “cheap and bad” in general. Q&Me provides several methods providing data with quality FACT CONSISTENCY SCORE 97% THOUGHT CONSISTENCY SCORE 91% STRAIGHT-LINER/ FLAT- LINER SCORE 89% SPEEDERS SCORE 97% QUALITY CHECK SURVEY SPECIFICATION N (Sample size) 300 IR (Incident rate) 100% LOI (Lenght of Interview) 10 minutes Success Criteria Overral score of 80% or higher THE RESULTS Overal score 93.5% Average score in the industry 73% (*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam. Our quality score by SSI
  17. 17. Our quality assurance process Questionnaire based on the exact profile • Refined and very derailed database panel Take out users with irrelevant replies • Remove Fake questions hit users • Remove Contradicted answer users • Take out straight answer users Take out speed users • We count the average median time and take out those who are less than that Manual check by the experienced researchers • Our experienced researchers will check the relevance as well as open comments Re-assortment of panelist priorities • Based on the survey results, bad users are screened out while prioritizing those who return s good feedbacks.
  18. 18. Contact Us URL: http://www.qandme.net Contact: info@qandme.net Q&Me is operated by Asia Plus Inc. Asia Plus Inc. Floor 2, Songdo Tower, 62A Pham Ngoc Thach Street, Ward 6, District 3, HCM City, Vietnam Tel. +84 2839 100 043

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