3. EXECUTIVE SUMMARY
3
[1] Brand awareness
Coca-Cola is the brand with the highest level of brand awareness, followed by Pepsi
and Zero Degree Green tea.
Coca-Cola, Pepsi and C2 Green tea are three most popular brands.
Tea brands such as Zero Degree Green tea, C2 Green tea and Dr.Thanh tea have
relatively high proportions of consumers.
Coca-Cola has the highest proportion of customers using products in the last month
(34.5%), significantly higher than those of other brands.
[2] Customer satisfaction
Coca-Cola has the highest level of consumer satisfaction, followed by Pepsi
Zero Degree Green tea has the highest proportion of satisfied consumers among tea
brands
4. 4
[3] Consuming habits
Almost respondents prefer carbonated soft drinks, 81.9%
Buy in single bottles is the most preferred form of purchasing, 56%
Plastic bottles packaging with the volume of 350 ml to under 1 liter is the
most pervasive, 45.2%
[4] Factors influencing customers’ purchase decisions
Brand, habits and hobbies and products quality mainly influence customers’
purchase decisions.
Men are mainly influenced by brand and products quality.
Women are mainly influenced by habits and hobbies.
EXECUTIVE SUMMARY
5. 5
[5] Channels to access product information
Grocery stores are the most common channel to buy products (62.7%), the
second most common channel is supermarkets, (40.3%)
Distance and location, reputation and the variety of products mainly
influence consumers’ shopping location choices.
TV and word of mouth are the most popular channels to access product
information
[6] Characteristics of the household members consuming soft drinks the
most
Men consume soft drinks more often than Women do, 60.5%
Respondents under 30 years old consume soft drinks the most, 70%
EXECUTIVE SUMMARY
8. Suntory Pepsico
Vietnam
Beverage(IBC)
Tan Hiep Phat
Beverage group
Coca Cola
beverages
Vietnam ltd.
Interfood
shareholding
compary
Red Bull Vietnam
ltd.
La Vie Co. ltd. Chuong Duong
beverages joint
stock company
Vinh Hao mineral
water joint stock
company
CKL Co. ltd
LEADING ENTERPRISES IN NON-ALCOHOLIC BEVERAGES INDUSTRY
Tribeco Co. ltd.
9. 9
ENTERPRISES WITH THE LARGEST MARKET SHARES
Pepsico and Coca-Cola
have the largest market
shares of carbonated soft
drinks market.
Tan Hiep Phat has the
largest market share of non-
carbonated soft drinks market.
11. SURVEY RESULTS
• BRAND AWARENESS AND CUSTOMER SATISFACTION
• CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT
DRINKS THE MOST
• CONSUMING HABITS
• FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS
• SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’
SHOPPING LOCATION CHOICES
• CHANNELS TO ACCESS PRODUCT INFORMATION
• BRAND LOYALTY
• PROMOTION FORMS
12. BRAND AWARENESS
12
Brand recall
(%)
84.5 42.5 25 20.5 20 14 9.5 5.5 4.5 2 1
Brand
recognition
(%)
100 98.2 94 98.1 92.5 97 82.8 78.3 92.6 60.7 53.5
CocaCola and Pepsi are the carbonated beverage brands with the highest levels of brand
recall and brand recognition.
C2 Green tea, Zero Degree Green tea and Dr.Thanh tea are the non-carbonated beverage
brands with the highest levels of brand recognition and brand recall.
BRAND AWARENESS AND CUSTOMER SATISFACTION
17. CONSUMER SATISFACTION
17
Coca-Cola is the carbonated soft drink brand with the highest level of customer satisfaction, followed by Pepsi
Zero Degree Green tea is the non-carbonated soft drink brand with the highest level of customer satisfaction
70.3
59.0
48.4
39.7 30.9
46.3
24.6
38.5
48.5 41.8 42.0
23.6
32.0
43.2
49,.
54.5
43.9
50.8
48.7
39.8
42.4 44.2
6.2 9.0 8.4 10.7 14.5 9.8
24.6
12.8 11.7 15.8 13.8
0%
20%
40%
60%
80%
100%
CocaCola Pepsi 7 Up Sprite Mirinda Fanta C.C
Lemon
Ice+ Trà xanh
0 độ
Trà C2 Trà
Dr.Thanh
Hài lòng Bình thường Không hài lòng
BRAND AWARENESS AND CUSTOMER SATISFACTION
Zero Degree
Green tea
C2
Green
tea
Dr.Thanh
tea
Satisfied Neutral Dissatisfied
18. SURVEY RESULTS
• BRAND AWARENESS AND CUSTOMER SATISFACTION
• CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT
DRINKS THE MOST
• CONSUMING HABITS
• FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS
• SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’
SHOPPING LOCATION CHOICES
• CHANNELS TO ACCESS PRODUCT INFORMATION
• BRAND LOYALTY
• PROMOTION FORMS
19. GENDER AND AGE OF THE HOUSEHOLD MEMBERS CONSUMING SOFT DRINKS THE MOST
19
30.5%
60.5%
Men consume soft drinks more often
Respondents under 30 years old
consume soft drinks the most
17.8%
12%
Under 15 years old
15 – 30 years old
30 – 45 years old
Over 45 years old
31.4%
38.6%
20. SURVEY RESULTS
• BRAND AWARENESS AND CUSTOMER SATISFACTION
• CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT
DRINKS THE MOST
• CONSUMING HABITS
• FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS
• SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’
SHOPPING LOCATION CHOICES
• CHANNELS TO ACCESS PRODUCT INFORMATION
• BRAND LOYALTY
• PROMOTION FORMS
21. CONSUMING HABITS
21
Carbonated, 77,6% Non-carbonated, 22,4%
carbonated, 85,6%
Men consume carbonated
soft drinks more than
Women do
Carbona
ted
81.9%
Non-
carbonated
17.6%
Carbonated soft
drinks are more
popular
CONSUMING HABITS
Non-carbonated, 14,4%
23. VOLUME - PACKAGING
23
Plastic bottles: 76.4%
Aluminum cans: 20.6%
Glass bottles: 2%
1 liter and
more
28.6%
Under 350 ml
26.1%
From 350ml to
under 1 liter
45.2%
CONSUMING HABITS
24. SURVEY RESULTS
• BRAND AWARENESS AND CUSTOMER SATISFACTION
• CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT
DRINKS THE MOST
• CONSUMING HABITS
• FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS
• SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’
SHOPPING LOCATION CHOICES
• CHANNELS TO ACCESS PRODUCT INFORMATION
• BRAND LOYALTY
• PROMOTION FORMS
27. Respondents with income under 10 million VND are often influenced by habits and hobbies
and product quality
Respondents with income equal to 10 million VND or more are mainly influenced by brand
27
Factors <= 10 million VND (%) 10 - 20 million VND (%) >= 20 million VND (%)
Habits and hobbies 54.4 47.9 42.5
Product quality 52.6 46.9 45.0
Brand 38.6 52.1 62.5
Origin 31.6 40.6 42.5
Price 19.3 25.0 20.0
Pervasiveness of counterfeited
products
15.8 18.8 17.5
Design, packaging 14.0 8.3 17.5
Popularity 12.3 14.6 15.0
Easy to access 12.3 2.1 2.5
Size, capacity 3.5 5.2 12.5
Promotions 0.0 3.1 2.5
FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS– BY INCOME
FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS
28. SURVEY RESULTS
• BRAND AWARENESS AND CUSTOMER SATISFACTIONS
• CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT
DRINKS THE MOST
• CONSUMING HABITS
• FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS
• SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’
SHOPPING LOCATION CHOICES
• CHANNELS TO ACCESS PRODUCT INFORMATION
• BRAND LOYALTY
• PROMOTION FORMS
29. Grocery stores are the most popular channel to buy products, 62.7%
the second most popular channel is supermarkets 40.3%
29
SHOPPING LOCATIONS
SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES
40,3
25,4
4,5
62,7
36,8
27,8
7,9
22,9
14,4
15,9
22,9
7,4
5,0
8,5
30,9
64,7
7,0
94,0
0%
20%
40%
60%
80%
100%
Supermarkets Convenience
Stores
Markets Grocery Stores Online purchasing
Ussually Sometimes Seldomly Never
30. FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES
30
77.1%
71.1%
48.8%
25.4%
15.9% 13.9%
6.5%
Địa điểm,
khoảng cách
thuận tiện khi
mua
Uy tín nơi bán Sự đa dạng về
sản phẩm
Giá thấp Phương thức
thanh toán tiện
lợi
Các chương
trình khuyến
mại
Dịch vụ vận
chuyển tiện lợi
Distance and
location
Reputation Variety of
products
Price Means of
payment
Promotion Delivery
service
Distance and location, reputation and variety of products mainly influence consumers’
shopping location choices
SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES
31. FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES- BY GENDER
31
8.9
12.5
19.6
26.8
51.8
71.4
75
15.9
4.1
14.5
24.8
47.6
79.3
69.7
0 20 40 60 80 100
Các chương trình khuyến
mại
Dịch vụ vận chuyển tiện lợi
Phương thức thanh toán
tiện lợi
Giá thấp
Sự đa dạng về sản phẩm
Địa điểm, khoảng cách
thuận tiện khi mua
Uy tín nơi bán
%
Nữ
Nam
Distance and
location mainly
influence women’s
shopping location
choices
Reputation mainly
influences men’s
shopping location
choices
SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES
Reputation
Distance and location
Variety of products
Price
Means of payment
Delivery service
Promotions
Women
Men
32. SURVEY RESULTS
• BRAND AWARENESS AND CUSTOMER SATISFACTION
• CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT
DRINKS THE MOST
• CONSUMING HABITS
• FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS
• SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’
SHOPPING LOCATION CHOICES
• CHANNELS TO ACCESS PRODUCT INFORMATION
• BRAND LOYALTY
• PROMOTION FORMS
33. CHANNELS TO ACCESS PRODUCT INFORMATION
33
Tivi, đài
93%
Người thân, bạn bè
62%
Internet
53.7%
Salesmen
36.3%
Newspapers, magazines
35.8%
Leaflets, posters
22.9%
Advertisements
on bus
22.4%
Banners in
public
18.4%
Forums
11.4%
Cultural, musical
event sponsorship
18.9%
TV and radio
93%
Relatives, friends
62%
Advertisements in cinemas
12.9%
TV and radio is the most popular channel to access product information
Word of mouth is a relatively popular channel
CHANNELS TO ACCESS PRODUCT INFORMATION
34. CHANNELS TO ACCESS PRODUCT INFORMATION – BY AGE
34
Channels
<=30
years old
31-40
years old
41-55
years old
Over 55
years old
TV and radio 92.3 92.9 92.9 94.1
Internet 63.5 64.3 42.9 41.2
Relatives, friends 62.7 58.9 66.7 60.8
Salesmen 28.8 32.1 42.9 43.1
Newspapers, magazines 26.9 44.6 31.0 39.2
Banners in public 25.0 12.5 23.8 13.7
Leaflets and posters 23.1 16.1 28.6 25.5
Cultural, musical event sponsorship 21.2 17.9 19.0 17.6
Advertisements on bus 21.2 25.0 31.0 13.7
Advertisements in cinemas 19.2 19.6 11.9 0.0
Forums 11.5 10.7 9.5 13.7
Unit: %
CHANNELS TO ACCESS PRODUCT INFORMATION
35. SURVEY RESULTS
• BRAND AWARENESS AND CUSTOMER SATISFACTION
• CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT
DRINKS THE MOST
• CONSUMING HABITS
• FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS
• SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’
SHOPPING LOCATION CHOICES
• CHANNELS TO ACCESS PRODUCT INFORMATION
• BRAND LOYALTY
• PROMOTION FORMS
36. BRAND LOYALTY
36
Given bad news about the regularly consumed
products:
47%: verify information
4.5%: continue purchasing
Verify
information
47%
Stop
purchasing,
48.5%
Continue
purchasing,
4.5%
BRAND LOYALTY
37. BRAND LOYALTY
37
Incase a shopping location runs out of the
regularly consumed products:
47.6%: buy at other locations
17.1% : wait until the products are available
Switch to
other
products,
35.7%
Shop at
other
locations,
47.6%
Wait until the
products are
available,
17.1%
BRAND LOYALTY
38. 38
C2 Green tea customers are the most loyal compared to other brands’ customers
Pepsi customers switch to other brands the most often compared to other brands’
customers
BRAND LOYALTY
BRAND LOYALTY
38,7
44,5
33,3
30,1
38,7
34,9
46,7
39,6
22,6
20,6
20,0
30,2
0% 20% 40% 60% 80% 100%
Switch to other brands Buy at other locations Wait until the product are available
39. SURVEY RESULTS
• BRAND AWARENESS AND CUSTOMER SATISFACTION
• CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT
DRINKS THE MOST
• CONSUMING HABITS
• FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS
• SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’
SHOPPING LOCATION CHOICES
• CHANNELS TO ACCESS PRODUCT INFORMATION
• BRAND LOYALTY
• PROMOTION FORMS
40. PREFERRED PROMOTION FORMS – BY GENDER
40
43.1%
7.8%
21.6%
15.7%
11.8%
38.6%
22%
25.8%
4.5%
9.1%
Tặng sản phẩm Tặng quà - sản
phẩm khác
Giảm giá sản
phẩm
Rút thăm trúng
thưởng
Tặng phiếu mua
hàng
Nam
Nữ
Bonus offers and Price discounts are preferred the
most by both genders
PROMOTIONS FORMS
Bonus offers Promotional
gifts
Price
discounts
Lucky draw Vouchers
Men
Women
41. PREFERRED PROMOTION FORMS-BY AGE
41
Promotion forms
<=30
years old
31-40
years old
41-55
years old
Over 55
years old
Bonus offers 27.5 37.7 51.3 47.5
Promotional gifts 19.6 20.8 7.7 22.5
Price discounts 27.5 24.5 25.6 20
Lucky draw 17.6 9.4 0 0
Vouchers 7.8 7.6 15.4 10
Respondents over 40 years old prefer Bonus offers
Young respondents prefer promotional gifts and price discounts
Unit: %
PROMOTION FORMS
43. GENERAL INFORMATION ABOUT THE SURVEY
Study sites: Hanoi
Survey period: July 2016
Sample size: 170 households
Sampling method: random sampling
Survey method: face to face interviews
43
44. Male
28.0%
Female
72.0%
Gender
16-30
26.0%
31-40
28.0%
41-50
21.0%
51-60
16.0%
> 60
9.0%
Age
Occupations
GENERAL INFORMATION ABOUT RESPONDENTS
4.2
25
50
16.1
4.7
0
10
20
30
40
50
60
Dưới 5 triệu Từ 5 đến
dưới 10
triệu
Từ 10 đến
dưới 20
triệu
Từ 20 đến
dưới 40
triệu
Từ 40 triệu
trở lên
%
Household monthly income
< 5 mn
VND
From 20 to
40 mn VND
From 10 to
20 mn
VND
From 5 to
10 mn
VND
>=40 mn
VND
44
25,5
22
19
16,5
10
4,5
2,5
Business men Housewives,
retired people
Officers Unskilled,
freelance
workers
Service staffs Manufacturers Manager
retirees
45. 45
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