Vietnamese's behavior toward using services in Spa

STUDY ABOUT VIETNAMESE'S BEHAVIOR
TOWARD USING SERVICES IN SPA
BY DI-MARKETING (www.di-onlinesurvey.com)
Feb, 2017

1
SCOPE OF WORK
 This survey was conducted to study about Vietnamese's behavior toward
using services in Spa
 Definition of Spa in Vietnam: A place where people will visit to relax and
prevent from stress. It includes resort spas, beauty salons, health clubs,
massage centers.
 Methodology: Online survey
 Fieldwork time: 5 days (09/01/2017 to 13/01/2017)
 Sample size: N = 390
 Geography: Nationwide

2
KEY FINDINGS
General behaviors
• 60% go to spa at weekends, 40% at week days
• For Vietnamese, colleagues are the best companions for spa
• 90% Vietnamese choose to try new spa, 10% choose their regular spa
• 35+ group tend to be the most loyal customers (27% choose regular spa, vs 9% of total)
• 93% have tipped for spa staffs, and 60% give $2.5 to $5 each time.
• Majority are spending 10 ~ 20 USD/visit and spend ~20% of their monthly income to spa
Visit purpose
• People choose to visit spa because it is more effective than home treatment
• Male choose spa as a way for relaxing more than female
Marketing channels
• Website and forum ads play an important role for gaining attention, while TVC is especially useful to
attract 35+ group
• ‘Spa-focus’ flash deal sites are the top searched channels before choosing a new spa
Purchase criteria
• Treatment materials, promotions and users reviews are top 3 criteria for choosing new spa
• Treatment materials, promotions and treatment therapy are top 3 decisive factors for returning clients

3
N = 390
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
2%
10%
64%
24%
Over 45
36 – 45
26 – 35
18 – 25
25%
75%
Male
Female
3%
5%
7%
11%
15%
59%
Others
Can Tho
Da Nang
Hai Phong
Ha Noi
Ho Chi Minh
3%
3%
3%
6%
7%
15%
16%
47%
Others
Housewife
Job seeker/Retired
Student
Factory Worker
Engineer/Doctor/Teacher
Self-employed
Officer

4
FEMALE TEND TO SPARE MORE TIME DURING WEEKDAYS THAN MALE
Which day you usually go to Spa? (By gender)
41%
44%
31%
59%
56%
69%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Female Male
Weekend
(Saturday and
Sunday)
Week days
(Monday to
Friday)
N = 390 N = 293 N = 97

5
YOUNGER GROUPS (18 – 25) TEND TO SPARE MORE TIME DURING WEEKDAYS
THAN OLDER GROUPS (FROM 26+)
41%
49%
39%
35%
59%
51%
61%
65%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18 – 25 26 – 35 Over 35
Weekend
(Saturday and
Sunday)
Week days
(Monday to
Friday)
Which day you usually go to Spa? (By age)
N = 390 N = 92 N = 249 N = 49

6
SPA VISIT FREQUENCY
How often do you go to Spa? (By age)
1%
13%
28%
26%
26%
6%
More than once/3months
Once every 2-3 months
Once a month
Once every 2-3 weeks
Once a week
More than once a week
Total
1%
11%
25%
27%
28%
8%
18 – 25
1%
15%
29%
25%
25%
5%
26 – 35
2%
10%
27%
29%
27%
6%
Over 35
N = 390 N = 92 N = 249 N = 49

7
FOR VIETNAMESE, COLLEAGUES ARE THE BEST COMPANIONS FOR SPA
Who do you go to Spa with? (By gender)
11%
18%
35%
63%
Alone
Family/relatives
Friends
Colleagues
Total
10%
19%
37%
64%
Female
14%
14%
29%
61%
Male
N = 390 N = 293 N = 97

8
FOR VIETNAMESE, COLLEAGUES ARE THE BEST COMPANIONS FOR SPA
35+ GROUPS TEND TO GO BY THEMSELVES MORE THAN OTHER GROUPS
11%
18%
35%
63%
Alone
Family/relatives
Friends
Colleagues
Total
13%
12%
28%
59%
18 – 25
8%
20%
37%
68%
26 – 35
20%
18%
37%
47%
Over 35
Who do you go to Spa with? (By age)
N = 390 N = 92 N = 249 N = 49

9
90% VIETNAMESE CHOOSE TO TRY NEW SPA,
10% CHOOSE THEIR REGULAR SPA
Which spa do you wish to visit in your free time? (By gender)
9% 8%
11%
91% 92%
89%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Female Male
Go to new
spa(s)
Go to my
regular spa
N = 390 N = 293 N = 97

10
35+ GROUP TEND TO BE THE MOST LOYAL CUSTOMER GROUP
Which spa do you wish to visit in your free time? (By age)
9%
5% 6%
27%
91%
95% 94%
73%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18 – 25 26 – 35 Over 35
Go to new
spa(s)
Go to my
regular spa
N = 390 N = 92 N = 249 N = 49

11
WEBSITE AND FORUM ADS PLAY AN IMPORTANT ROLE FOR GAINING
ATTENTION, WHILE TVC IS ESPECIALLY USEFUL TO ATTRACT 35+ GROUP
If you usually go to new spa(s), how do you know about it? (By age)
3%
6%
6%
6%
7%
8%
8%
9%
9%
12%
27%
Newspaper, magazines
Online Newspaper, magazines
TVC
Taxi ads
Out of home/In-door billboard ads
Social network (except Facebook)
See spa along the streets
Facebook ads
Search engines (Google, Bing,..)
Friends/relatives' suggestion
Web, forum ads
Total
2%
6%
3%
13%
7%
7%
7%
3%
13%
6%
33%
18 – 25
3%
6%
5%
3%
7%
8%
9%
12%
7%
15%
25%
26 – 35
3%
3%
17%
8%
6%
11%
8%
3%
14%
8%
19%
Over 35
N = 356 N = 87 N = 233 N = 36

12
YOU SEARCHED, BUT DO YOU TRUST?
If you usually go to new spa(s), which source you search about it?
And, which source do you trust the most? (By age)
N = 356 N = 87 N = 233 N = 36
1%
3%
8%
7%
12%
9%
60%
1%
6%
17%
18%
20%
26%
81%
Others
Google
Beauty forums
Call directly to spa
Ask my friends/relatives
Visit that spa's website
Flash deal sites specializing on spa:
hotdeal, muachung
Total
0%
1%
8%
3%
7%
11%
69%
1%
5%
14%
10%
9%
17%
80%
18 – 25
1%
3%
6%
7%
15%
9%
58%
1%
8%
18%
19%
25%
31%
82%
26 – 35
0%
0%
17%
17%
8%
3%
56%
0%
3%
22%
28%
8%
17%
75%
Over 35
Which source you search about it?
Which source do you trust the most?

13
THE TOP REASON FOR VISITING SPA IS THAT THE SPA IS MORE EFFECTIVE
THAN HOME TREATMENT
Why do you go to Spa? (By gender)
21%
22%
23%
34%
To experience the treatment therapy
To counsel the correct treatment for body
and skin
To relax and prevent from stress
Spa is more effective than home treatment
Total
22%
23%
22%
34%
Female
19%
16%
29%
36%
Male
N = 390 N = 293 N = 97
Male choose spa as a way for relaxing more than female

14
TREATMENT MATERIALS, PROMOTIONS AND USERS REVIEWS ARE TOP 3 SPA
SELECTION REASONS
What are your 3 most concerned criterias when choosing a new spa? (By gender)
2%
3%
7%
7%
8%
9%
13%
15%
18%
20%
23%
24%
32%
Website
Facebook
Nearby by home
No tips requests
Facilities
Pricing
Free comlimentary drink/finger food
Famous and trustworthy
Allow online preservation
Transparent treatment therapy
Good reviews from friends/relatives
Attractive promotions
Treatment materials have quality and clear orgins
Total
2%
2%
7%
9%
7%
9%
11%
15%
20%
19%
21%
25%
28%
Female
1%
4%
7%
4%
9%
8%
18%
13%
11%
23%
27%
24%
41%
Male
N = 390 N = 293 N = 97

15
SELECTION CRITERIA BY AGE GROUPS
2%
3%
7%
7%
8%
9%
13%
15%
18%
20%
23%
24%
32%
Website
Facebook
Nearby by home
No tips requests
Facilities
Pricing
Good reviews from friends/relatives
Treatment materials have quality and clear…
Total
0%
4%
9%
8%
7%
3%
7%
13%
15%
15%
15%
20%
22%
18 – 25
2%
2%
7%
7%
9%
10%
14%
13%
19%
22%
27%
24%
37%
26 – 35
4%
2%
6%
10%
4%
10%
16%
27%
14%
16%
14%
35%
24%
Over 35
What are your 3 most concerned criterias when choosing a new spa? (By age)
N = 390 N = 92 N = 249 N = 49

16
TREATMENT MATERIALS, PROMOTIONS AND TREATMENT THERAPY ARE TOP
3 DECISIVE FACTORS FOR RETURNING CLIENTS
What are the 3 most attractive criteria of a spa that make you want to come back again? (By gender)
6%
7%
7%
7%
7%
10%
10%
11%
11%
12%
13%
14%
17%
23%
25%
No tips requests
Nearby by home
Facilities
Pricing
No long-waiting time
Diverse treatment methods
Detail consultation from doctors
Offer spa treatment at home
Professional and friendly staffs
Treatment materials have quality and clear…
Total
7%
6%
6%
8%
9%
10%
9%
11%
11%
12%
11%
13%
14%
22%
24%
Female
3%
8%
9%
4%
2%
9%
13%
9%
12%
10%
16%
16%
24%
26%
28%
Male
N = 390 N = 293 N = 97

17
TOP 3 DECISIVE FACTORS FOR RETURNING CLIENTS BY AGE GROUPS
6%
7%
7%
7%
7%
10%
10%
11%
11%
12%
13%
14%
17%
23%
25%
No tips requests
Nearby by home
Facilities
Pricing
No long-waiting time
Diverse treatment methods
Detail consultation from doctors
Offer spa treatment at home
Professional and friendly staffs
Treatment materials have quality and…
Total
4%
2%
5%
7%
4%
8%
10%
10%
10%
7%
11%
9%
15%
23%
14%
18 – 25
7%
7%
7%
7%
8%
10%
10%
10%
12%
14%
14%
16%
18%
23%
30%
26 – 35
4%
12%
8%
10%
8%
10%
10%
18%
10%
10%
10%
14%
12%
18%
18%
Over 35
What are the 3 most attractive criteria of a spa that make you want to come back again? (By age)
N = 390 N = 92 N = 249 N = 49

18
FEMALE PREFER FULL PACKAGE TREATMENT, WHILE MAJORITY MALE
CHOOSE BODY ONLY
Which service do you use the most? (By gender)
7%
8%
8%
19%
26%
32%
Eyes
Hand and Legs
Hair/Make up
Facial
Body
Full package
Total
8%
8%
8%
18%
24%
35%
Female
7%
8%
8%
24%
31%
22%
Male
N = 390 N = 293 N = 97

19
35+ GROUPS CHOOSE BODY AND FACIAL TREATMENT MORE THAN YOUNGER
GROUPS
7%
8%
8%
19%
26%
32%
Eyes
Hand and
Legs
Hair/Make
up
Facial
Body
Full
package
Total
12%
10%
12%
15%
21%
30%
18 – 25
6%
7%
8%
19%
27%
33%
26 – 35
8%
8%
4%
27%
29%
24%
Over 35
Which service you use the most? (By age)
N = 390 N = 92 N = 249 N = 49

20
SPA MATERIALS IS THE BEST-SELLER. FEMALE ARE MUCH MORE ATTRACTED
TO VOUCHER AND FUNCTIONAL FOOD THAN MALE
Have you ever bought any product of Spa? (By gender)
3%
1%
17%
20%
23%
24%
27%
38%
I've never bought any products at spa
Others
Functional food
Cosmetics
Spa tools
Beauty book/guidance
Voucher
Spa materials (e.g. oil)
Total
2%
0%
20%
20%
23%
24%
30%
36%
Female
4%
1%
9%
19%
22%
23%
19%
42%
Male
N = 390 N = 293 N = 97

21
93% HAVE TIPPED, AND 60% GIVE $2.5 TO $5 EACH TIME
On average, how much do you tip for staff for each time go to Spa? (By gender)
7% 8% 6%
10% 10% 10%
57% 55%
64%
26% 28%
20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Female Male
Above 5 USD
2.5 ~ 5 USD
Under 2.5 USD
I've never tipped
N = 390 N = 293 N = 97
Weighted
Average
Expenditure
3.633.683.67

22
NOT MUCH DIFFERENCE IN TIP AMOUNT AMONG AGE GROUPS
On average, how much do you tip for staff for each time go to Spa? (By age)
7%
4% 7%
16%
10% 15% 9%
4%
57% 54% 59%
53%
26% 26% 25% 27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18 – 25 26 – 35 Over 35
Above 5 USD
2.5 ~ 5 USD
Under 2.5 USD
I've never tipped
N = 390 N = 92 N = 249 N = 49
Weighted
Average
Expenditure
3.69 3.423.723.67

23
0%
20%
40%
60%
80%
100%
120%
- 50 100 150 200 250
Monthly beauty expense/
Monthly income (%)
Spa expense
Per a visit (USD)
MAJORITY ARE SPENDING 10 ~ 20USD/VISIT AND SPEND ~20% OF THEIR
MONTHLY INCOME TO SPA
On average, how much do you spend on Spa per a visit?
On average, how much do you spend on beauty (Spa, yoga, gym, cosmetic,..)
What is your average monthly income?

24
WHEN RECEIVING A FREE SPA VOUCHER, 20% WILL GIVE A TRY, WHILE 80%
WILL EITHER RESEARCH OR GIFT TO FRIENDS
What would you do when you were received a free Spa voucher? (By gender)
3% 3% 3%
20% 21% 19%
21% 21%
20%
56% 55%
59%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Female Male
Do some research
about that spa and
decide later
Gift that voucher to
friends/relative
Try that service
I might not care
N = 390 N = 293 N = 97

25
35+ GROUP IS THE MOST INDIFFERENT TO FREE VOUCHER.
12% DON’T CARE AND 35% GIFT THAT TO FRIENDS
What will you do when you was received a free Spa voucher? (By age)
3% 3% 1%
12%
20% 17% 22%
16%
21%
21% 18%
35%
56% 59% 59%
37%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 18 – 25 26 – 35 Over 35
Do some
research about
that spa and
decide later
Gift that voucher
to friends/relative
Try that service
I might not care
N = 390 N = 92 N = 249 N = 49

26
CONTACT US
• 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

27
CONTACT US
• 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

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