Vinmart, Co.op food, Aeon - Citimart are top 3 well-known convenience store brands in Vietnam Find more at: https://www.di-onlinesurvey.com

1. STUDY ABOUT CONVENIENCE STORE USAGE
IN VIETNAM
BY DI-MARKETING (www.di-onlinesurvey.com)
Apr, 2017

2. 1
SURVEY DESIGN
 This survey was conducted to study about Convenience Store Usage in
Vietnam
 Methodology: Online survey
 Fieldwork time: 5 days (24/04/2017 – 28/04/2017)
 Sample size: N = 500
 Geography: Ho Chi Minh and Hanoi City

3. 2
RESPONDENTS SELECTION
Respondents of this survey had to be qualified below criteria
 Age : Above 18
 Gender : Female and Male
 Usage : Convenience Store
 Location: : Ho Chi Minh and Hanoi City

4. 3
KEY FINDINGS
1) Awareness and Usage
• Overall, Vinmart, Co.op food, Aeon - Citimart are top 3 well-known convenience store brands in
Vietnam
• Vinmart (17%), Circle K (12%), Satrafood (11%) are top most used convenience store brands in
Vietnam
• Point of sales (55%), Word of mouth (49%), Facebook ads (39%) are affective channels to
leverage brand awareness
2) Usage Behaviors
• Processed food, Beverage made by staff, Bottled water are top 3 popular products bought at
convenience stores
• Over 3 times/ week is the most popular frequency
• On average, $2 - $5 is spent each time buying at convenience store
3) Actual Satisfaction
• Reasonable price (41%), Many stores everywhere (40%), Variety of goods (39%) are top three
reasons to buy at convenience store
• 76% are satisfied with their current convenience store
• Discount program (37%), Delivery services (35%), More goods (35%) are top three factors
needing improving

5. 4
N = 500
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
24%
42%
34%
Over 30
26-30
18-25
38%
62%
Male
Female
33%
67%
Hanoi
Ho Chi Minh
7%
5%
6%
8%
9%
10%
15%
40%
Others
Housewife
Job seeker/Retired
Factory Worker
Engineer/Doctor/Teacher
Student
Self-employed
Office Worker

6. 5
1) Awareness and Usage
2) Usage Behaviors
3) Actual Satisfaction
CONTENT

7. 6
2%
32%
33%
35%
40%
43%
44%
44%
45%
45%
45%
52%
0% 50% 100%
Other
Hapromart
Satrafood
24h
Shop&Go
Ministop
Circle K
B's mart
Family mart
Aeon - Citimart
Co.op food
Vinmart
Total
4%
23%
32%
32%
38%
43%
45%
43%
43%
47%
43%
51%
0% 50% 100%
18-25
1%
35%
30%
32%
34%
35%
37%
36%
40%
40%
39%
43%
0% 50% 100%
26-30
1%
40%
39%
45%
52%
55%
52%
57%
57%
52%
60%
68%
0% 50% 100%
Over 30
OVERALL, VINMART, CO.OP FOOD, AEON - CITIMART ARE TOP 3 WELL-KNOWN
CONVENIENCE STORE BRANDS IN VIETNAM
Which convenient store chain do you know?
(Comparison by Age Group)
N = 500 N = 168 N = 210 N = 122

8. 7
2%
32%
33%
35%
40%
43%
44%
44%
45%
45%
45%
52%
0% 20% 40% 60% 80% 100%
Other
Hapromart
Satrafood
24h
Shop&Go
Ministop
Circle K
B's mart
Family mart
Aeon - Citimart
Co.op food
Vinmart
Total
4%
18%
21%
24%
32%
33%
35%
29%
34%
34%
32%
39%
0% 20% 40% 60% 80% 100%
Male
1%
41%
41%
43%
44%
49%
49%
53%
52%
52%
54%
60%
0% 20% 40% 60% 80% 100%
Female
Which convenient store chain do you know?
(Comparison by Gender Group)
N = 500 N = 190 N = 310
OVERALL, VINMART, CO.OP FOOD, AEON - CITIMART ARE TOP 3 WELL-KNOWN
CONVENIENCE STORE BRANDS IN VIETNAM

9. 8
4%
5%
6%
6%
7%
8%
11%
11%
11%
12%
17%
0% 50% 100%
Aeon - Citimart
24h
Shop&Go
Hapromart
Ministop
B's mart
Family mart
Co.op food
Satrafood
Circle K
Vinmart
Total
3%
5%
7%
4%
5%
6%
11%
11%
13%
17%
19%
0% 50% 100%
18-25
5%
8%
7%
9%
7%
11%
10%
8%
10%
11%
13%
0% 50% 100%
26-30
5%
2%
4%
5%
11%
6%
11%
18%
11%
7%
20%
0% 50% 100%
Over 30
VINMART (17%), CIRCLE K (12%), SATRAFOOD (11%) ARE TOP MOST USED
CONVENIENCE STORE BRANDS IN VIETNAM
Which convenient store chain do you buy the most?
(Comparison by Age Group)
N = 500 N = 168 N = 210 N = 122

10. 9
4%
5%
6%
6%
7%
8%
11%
11%
11%
12%
17%
0% 20% 40% 60% 80% 100%
Aeon - Citimart
24h
Shop&Go
Hapromart
Ministop
B's mart
Family mart
Co.op food
Satrafood
Circle K
Vinmart
Total
3%
7%
8%
8%
7%
7%
11%
8%
13%
10%
16%
0% 20% 40% 60% 80% 100%
Male
5%
5%
5%
5%
7%
9%
11%
13%
10%
13%
17%
0% 20% 40% 60% 80% 100%
Female
Which convenient store chain do you buy the most?
(Comparison by Gender Group)
N = 500 N = 190 N = 310
VINMART (17%), CIRCLE K (12%), SATRAFOOD (11%) ARE TOP MOST USED
CONVENIENCE STORE BRANDS IN VIETNAM

11. 10
2%
32%
33%
34%
35%
39%
49%
55%
0% 50% 100%
Other
TV ads
Newspaper/Megazines ads
Web/forum ads
OOH ads
Facebook ads
Friends/ relatives recommend
I see their names on the street
Total
2%
29%
30%
28%
35%
40%
46%
55%
0% 50% 100%
18-25
2%
34%
30%
38%
36%
34%
40%
44%
0% 50% 100%
26-30
2%
34%
41%
34%
35%
44%
66%
73%
0% 50% 100%
Over 30
How do you know these stores?
(Comparison by Age Group)
POINT OF SALES (55%), WORD OF MOUTH (49%), FACEBOOK ADS (39%) ARE
AFFECTIVE CHANNELS TO LEVERAGE BRAND AWARENESS
N = 500 N = 168 N = 210 N = 122

12. 11
How do you know these stores?
(Comparison by Gender Group)
2%
32%
33%
34%
35%
39%
49%
55%
0% 20% 40% 60% 80% 100%
Other
TV ads
Newspaper/Megazines ads
Web/forum ads
OOH ads
Facebook ads
Friends/ relatives recommend
I see their names on the street
Total
4%
22%
21%
26%
24%
24%
32%
39%
0% 20% 40% 60% 80% 100%
Male
1%
39%
40%
38%
43%
48%
59%
64%
0% 20% 40% 60% 80% 100%
Female
N = 500 N = 190 N = 310
POINT OF SALES (55%), WORD OF MOUTH (49%), FACEBOOK ADS (39%) ARE
AFFECTIVE CHANNELS TO LEVERAGE BRAND AWARENESS

13. 12
1) Awareness and Usage
2) Usage Behaviors
3) Actual Satisfaction
CONTENT

14. 13
2%
24%
29%
33%
34%
36%
36%
40%
42%
44%
45%
47%
47%
61%
67%
0% 50% 100%
Other
Cosmestic products
Fruits/vegetables
Cookies, Candies
Stationery
Unprocessed food (meat, fish, etc.)
Sweet cakes
Spices
Household goods (detergent, tissue,…)
Self-care products (shampoo, toothpaste,…)
Canned food, instant noodles, frozen food
Milk products (yogurt, yaourt,…)
Bottled water (beer, soft drinks, fruit juice, etc.)
Beverages made by staffs at the store (Coffee,…
Processed food (bread, rice…)
Total
3%
21%
25%
35%
33%
25%
30%
32%
38%
38%
42%
40%
47%
61%
63%
0% 50% 100%
18-25
1%
20%
25%
24%
31%
38%
34%
40%
39%
44%
40%
44%
39%
58%
73%
0% 50% 100%
26-30
4%
34%
43%
46%
40%
47%
49%
52%
53%
52%
59%
60%
61%
67%
62%
0% 50% 100%
Over 30
PROCESSED FOOD, BEVERAGES MADE BY STAFF, BOTTLED WATER ARE TOP
3 POPULAR PRODUCTS BOUGHT AT CONVENIENCE STORES
What do you often buy at convenient store?
(Comparison by Age Group)
The older group seem to buy more than younger group
N = 500 N = 168 N = 210 N = 122

15. 14
2%
24%
29%
33%
34%
36%
36%
40%
42%
44%
45%
47%
47%
61%
67%
0% 50% 100%
Other
Cosmestic products
Fruits/vegetables
Cookies, Candies
Stationery
Unprocessed food (meat, fish, etc.)
Sweet cakes
Spices
Household goods (detergent, tissue,…)
Self-care products (shampoo, toothpaste,…)
Canned food, instant noodles, frozen food
Milk products (yogurt, yaourt,…)
Bottled water (beer, soft drinks, fruit juice, etc.)
Beverages made by staffs at the store (Coffee, Tea, etc.)
Processed food (bread, rice…)
Total
4%
8%
17%
15%
15%
19%
16%
19%
21%
25%
24%
26%
31%
64%
53%
0% 50% 100%
Male
2%
33%
37%
45%
46%
45%
49%
54%
55%
56%
58%
59%
57%
60%
75%
0% 50% 100%
Female
What do you often buy at convenient store?
(Comparison by Gender Group)
PROCESSED FOOD, BEVERAGE MADE BY STAFF, BOTTLED WATER ARE TOP 3
POPULAR PRODUCTS BOUGHT AT CONVENIENCE STORES
Female seem to buy more than male
N = 500 N = 190 N = 310

16. 15
13%
18%
6%
17%
87%
82%
94%
83%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
Stay there and
eat/drink
Take away
13% 14% 12%
87% 86% 88%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Stay there and
eat/drink
Take away
STAY THERE TO EAT/ DRINK (87%) IS THE BEST CHOICE WHEN BUYING
PROCESSED FOOD OR BEVERAGES
If you choose “processed food” or “beverages”, you often…
(Comparison by Age & Gender Groups)
N = 441* N = 148 N = 189 N = 104 N = 441* N = 170 N = 271
The younger group and male seem to prefer taking away comparing with the other groups
* Who chose “Processed food” or “Beverages” in Q: “What do you often buy at convenient store?”

17. 16
8% 8% 8% 9%
92% 92% 92% 91%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
Go with friend
Go alone
8%
12%
6%
92%
88%
94%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Go with friend
Go alone
If you choose "stay there and eat/drink", you often…
(Comparison by Age & Gender Groups)
N = 385* N = 121 N = 178 N = 86 N = 385* N = 147 N = 238
GO WITH FRIEND (92%) IS THE MAIN REASON FOR STAYING THERE TO EAT/
DRINK
* Who chose “Stay there and eat/ drink” in Q: “If you choose “processed food” or “beverages”, you often… “

18. 17
3% 4% 3%
14% 15% 14%
17% 14% 18%
29%
27%
30%
34%
38%
32%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Over 3 times/week
2-3 times/week
Once/week
2-3 times/ month
Once/month
2-3 months/once
Over 3 months/once
3% 3%
3%
3%
14% 15% 12% 17%
17%
13% 19%
19%
29% 36% 28% 22%
34% 32%
35% 37%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
Over 3 times/week
2-3 times/week
Once/week
2-3 times/ month
Once/month
2-3 months/once
Over 3 months/once
How often do you buy things at this convenient store ?
(Comparison by Age & Gender Groups)
N = 500 N = 168 N = 210 N = 122 N = 500 N = 190 N = 310
ON AVERAGE, OVER 3 TIMES/ WEEK IS THE MOST POPULAR FREQUENCY

19. 18
13% 11%
15%
15%
9%
18%
16%
7%
22%
19%
19%
18%
19%
27%
13%
17%
24%
12%
2% 2% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Under $1
From $1 - $2
From $2 - $3
From $3 - $5
From $5 - $9.5
From $9.5 - $14
Over $14
13% 11%
16%
12%
15%
7%
20%
18%
16%
14%
16%
20%
19%
21%
14%
23%
19%
18%
20%
16%
17%
29%
12% 7%
2% 1% 1% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18-25 26-30 Over 30
Under $1
From $1 - $2
From $2 - $3
From $3 - $5
From $5 - $9.5
From $9.5 - $14
Over $14
ON AVERAGE, $2 - $5 IS SPENT EACH TIME BUYING AT CONVENIENCE STORE
How much on average do you pay for each time buying at
convenient store? (Comparison by Age & Gender Groups)
The older they are, The more they seem to spend
And Female tend to spend more than male
N = 500 N = 168 N = 210 N = 122 N = 500 N = 190 N = 310

20. 19
1) Awareness and Usage
2) Usage Behaviors
3) Actual Satisfaction
CONTENT

21. 20
2%
30%
31%
33%
33%
34%
37%
37%
38%
39%
40%
41%
0% 50% 100%
Other
Easy to gather with friends
Many people buy things from this brand
Spacious stores
Good services
Famous brand
Open 24/7
Friendly staffs
Frequently have discount program
Variety of goods
Have many stores so that I can buy anywhere
Reasonable price
Total
2%
35%
40%
39%
40%
38%
34%
58%
45%
45%
41%
51%
0% 50% 100%
Vinmart
3%
39%
31%
39%
36%
34%
49%
29%
36%
42%
56%
37%
0% 50% 100%
Circle K
2%
33%
33%
32%
33%
30%
30%
32%
33%
42%
32%
42%
0% 50% 100%
Satrafood
REASONABLE PRICE (41%), MANY STORES EVERYWHERE (40%), VARIETY OF
GOODS (39%) ARE TOP THREE REASONS TO BUY AT CONVENIENCE STORE
Why do you choose to buy at this convenient store?
(Comparison by TOP 3 BRANDS)
N = 500 N = 85 N = 59 N = 57
Vinmart = Friendly staff + Reasonable price + Variety of goods. Cilcle K = Many stores + Open 24/7 + Variety of goods
Satrafood = Reasonable price + Variety of goods + Discount Program

22. 21
1% 2% 0% 4%4% 1%
2%
4%
18%
13%
24%
28%
42% 56%
42%
40%
34%
27%
32%
25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Vinmart Circle K Satrafood
Totally satisfied
Satisfied
Neutral
Not satisfied
Not satisfied at all
76% ARE SATISFIED WITH THEIR CURRENT CONVENIENCE STORE
Are you satisfied with this brand?
(Comparison by TOP 3 BRANDS)
N = 500 N = 85 N = 59 N = 57
Weighted
Average
Score
4.04 4.05 4.05 3.79
Vinmart and Circle K have the most satisfaction (4.05 point out of 5)
* 5 = Totally satisfied, 4 = Satisfied, 3 = Neutral, 2 = Not satisfied, 1 = Not satisfied at all

23. 22
7%
2%
27%
31%
31%
31%
31%
34%
35%
35%
37%
0% 50% 100%
Nothing needs to be improved
Other
The attitude of staffs
More stores
More space in the store
Price
The store hygiene
More diversified menu
More goods
Delivery services
Discount program
Total
6%
4%
27%
33%
28%
38%
38%
34%
42%
42%
45%
0% 50% 100%
Vinmart
8%
3%
29%
37%
44%
44%
34%
42%
37%
37%
53%
0% 50% 100%
Circle K
7%
2%
25%
28%
23%
23%
19%
30%
30%
37%
28%
0% 50% 100%
Satrafood
DISCOUNT PROGRAM (37%), DELIVERY SERVICES (35%), MORE GOODS (35%)
ARE TOP THREE FACTORS NEEDING IMPROVING
In your opinion, what's thing this convenient store has to improve?
(Comparison by TOP 3 BRANDS)
N = 500 N = 85 N = 59 N = 57
Vinmart = Discount Program + Delivery Services + More Goods. Circle K = Discount Program + Price + More space in the store.
Satrafood = Delivery Services + More Goods + More diversified menu

24. 23
FEEL FREE TO DROP US ANY QUESTION
• Japan & Taiwan
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Country Manager)
o Email: dang.h@di-mktg.com
o Contact number: +84 902-73-9944
• Thailand
o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,
Bangkok 10110, Thailand
o Contact person: Ms. Sariya Achawananthakul (Marketing & Operation Manager)
o Email: sariya.a@di-mktg.com
o Contact number: +66 876 724 832

25. 24
• Indonesia
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (Country Manager)
o Email: hendry.p@di-mktg.com
o Contact number: +65 822 1345 2555 | +62 21 3005 3541
• India
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654
FEEL FREE TO DROP US ANY QUESTION

26. 25