TET Holiday time is the most meaningful and important holiday for Vietnamese people. Is also often the most important branding and marketing commercial opportunity for brands in Vietnam to raise awareness, connect on a more emotional level with their audience and drive sales.

2. Market research top-line Jan. 2013
THEME:
HCMC HANOI DANANG
CONSUMER’SSHOPPINGHABITFORTETHOLIDAY
*Tet is known as Lunar New Year. This is the most meaningful holidays to the Vietnamese.

3. About:
Viettrack is a monthly consumer research report of FTA Research & Consultant, aims to deliver
opinions, evaluations and perceptions of consumers about various topics including economic
situation, new trends, products & services etc.
We do hope that Viettrack could help producers and marketers feel the breath of consumers,
from which find out the most appropriate way to satisfy the consumers’ needs which is
increasingly sophisticated.
Viettrack is done according to ISO 20252:2006, the international quality standard in market
research and ESOMAR code of conduct.
Viettrack – Jan. 2012:
Sampling size : N=300;
HCM = HN = DN = 100
Gender: Female who is a decision maker for family Tet’s shopping
Economic class: ABCD
Age: 20 - 45

4. PERCEPTION OF TET HOLIDAYS

5. 89
88
82
72
62
32
2
Opportunity for all members in
the family to get together
Traditional holidays
Relaxing period and have
more time for family/ friends
Most special occasion of the
year
Long holidays
Ideal time for travelling
Is the same as everyday
87
91
84
78
60
17
92
93
89
69
76
35
6
89
81
73
68
51
43
TOTAL
N=300 N=100 N=100 N=100
HCM HN ĐN
%
The meanings of Tet
• In general, Tet is an opportunity for all members in the family to get together. There is not much
difference between these areas.
Base on all respondents

6. Perception about Tet has been changed comparing to the
last 10 years.
65
55
70 69
35
45
30 31
Unchanged
Changed
TOTAL
N=300 N=100 N=100 N=100
DNHN
CHANGES
HCMC
• Most of Da Nang consumers think that there are many differences on Tet Holidays between 2-3 years recently and 10
years ago, especially, Hanoi & Da Nang due to there is a part of influence of the appearance has been continuously
developing in recent years.
• The main differences that consumers recognize: “No longer warm/ happy atmosphere as before”, “Variety products and
widely available” , therefore, "Traditional activities to prepare for Tet almost gone”.
%
Changes Overall HCMC HN DN
(base on respondent who said that
there are differences)
N=15 N=55 N=70 N=69
No longer warm/ happy asmostphere
as before
32.5% 30.9% 17.1% 49.3%
Variety products and widely available 29.9% 38.2% 14.3% 39.1%
Traditional activities to prepare for
Tet almost gone
20.1% 5.5% 14.3% 37.7%
No longer family gathering as before 17.5% 20.0% 17.1% 15.9%
No longer for firework 13.4% 14.5% 2.9% 23.2%
More decoration along roads and
more events
10.3% 9.1% 12.9% 8.7%
More expensive price 9.8% 32.7% 1.4%
Animated asmostphere 6.7% 5.5% 14.3%
More entertainment center opening
on Tet
6.7% 18.6%
More crowded and animated on road 5.2% 14.3%

7. 83
79
66
65
39
27
Square glutinous rice cake
Golden apricot
Peach blossom
Water melon
Swallow
New Year's tree
95
62
98
50
37
28
85
86
67
64
49
31
68
90
34
82
30
23
TOTAL
N=300 N=100 N=100 N=100
HCMC HN DN
%
Base on all respondents
Symbols strongly related to Tet
• The traditional image "golden apricot / peach blossom, square glutinous rice cake" is considered the symbol of Tet.
• In addition, there is quite different between 3 areas North, Middle and South . HCMC consumers are familiar with
golden apricot and water melon while peach blossom and square glutinous rice cake are more popular in Hanoi than
other 2 areas. However, square glutinous rice cake is not that popular in HCMC comparing to Hanoi and Da Nang. This
is the product of each region to create features and symbols of 2 areas.

8. Tet’s activities

9. 99
98
97
94
88
80
30
25
22
10
Confectionary/ Jam
Beverages
Clothes
Food
Gift
Home decoration product
Household electronic/
appliances
Jewelry
Home furniture
Mobile phone
100
100
98
100
75
86
40
27
30
14
Product usually buy before Tet
TOTAL
N=300 N=100 N=100 N=100
HN DNHCMC
98
98
100
83
90
61
28
41
24
12
99
97
93
100
100
92
21
7
12
5
%
Base on all respondents
• Most of products are often purchased before the Tet that are served consumers’ needs on this occasion. These are
mainly: confectionary/ jam, beverages, clothes, food and gift
• In addition, consumers also purchase decoration products for their house before Tet because this is a biggest occasion
that all members in the family will get together and decorate their house.

10. Shopping period before Tet
TOTAL HN DNHCMC
15 18 17
34
44 47
8 7 4 4 3
58
63
52
48
54 52
64 69
52
62 66
52
25
18
27
18
2 1
27 23
37
31 29
45
1 1 3 1 1 6 3 2 3
BeverageBiscuit Gift BeverageBiscuit Gift BeverageBiscuit Gift BeverageBiscuit Gift
More than 6 weeks
before Tet
5 - 6 weeks before
Tet
3 - 4 weeks before
Tet
1 - 2 weeks before
Tet
Less than 1 week
before tet
%
N=265 N=90 N=100 N=75
Base on respondents who buy beverage/ biscuit/ candy/ Jam, etc. for Tet
• Consumers in big cities have a plan to purchase beverages, confectionary/ jam and gift around 1-2 weeks before
Tet. Because this is the occasion that consumers focus on shopping and doing some activities for welcoming Tet
holidays.
• However, HCMC consumers usually have earlier plan for Tet shopping comparing to Hanoi & Da Nang.

11. 82
57
32
27
21
18
14
55
22
9
5
5
2
2
Supermarket
Mid - Big scale grocery
Wet market (inside)
Metro
Wet market (outside)
Small scale grocery
Convenience store
Usually buy Buy most often
80
43
39
13
35
9
14
53
18
14
2
10
• In terms of shopping channels before Tet for beverage, consumers mainly spend their money at supermarket and mid
– big scale grocery. It seems this is one of the place that have variety products, good quality, attractive promotion
program and fixed price.
• In addition, HCMC consumers also buy in Wet market (inside) while Da Nang consumers usually purchase in Metro.
TOTAL HN DNHCMC
69
70
12
8
12
25
16
56
30
3
4
4
2
97
57
44
59
15
21
12
57
17
9
12
4
N=265 N=90 N=100 N=75
%
Base on respondents who buy beverage/ biscuit/ candy/ Jam, etc. for Tet
Tet’s shopping location - beverage

12. 74
46
39
25
24
17
11
44
21
18
5
7
3
2
Supermarket
Mid - Big scale grocery
Wet market (inside)
Metro
Wet market (outside)
Small scale grocery
Convenience store
Usually buy Buy most often
61
27
62
6
50
7
5
31
8
41
1
19
TOTAL HN DNHCMC
63
57
10
11
7
21
17
47
35
3
1
7
3
97
56
45
56
16
22
11
53
20
9
12
4
N=265 N=90 N=100 N=75
%
Base on respondents who buy beverage/ biscuit/ candy/ Jam, etc. for Tet
Tet’s shopping location – sweet/ candy/ jam
• Regarding to shopping location before Tet for products such as sweet/ candy/ jam, consumers spend their
money at supermarket.
• However, HCMC consumers usually buy at wet market, especially inside the market.

13. 80
49
25
21
16
15
12
58
20
8
4
2
5
2
Supermarket
Mid - Big scale grocery
Wet market (inside)
Metro
Wet market (outside)
Small scale grocery
Convenience store
Usually buy Buy most often
79
39
10
26
6
24
12
58
16
4
6
• In the sense of shopping channel before Tet for gift, consumers spend their money across 2 main channels:
supermarket & mid/ big scale grocery .
Tet’s gift shopping location
TOTAL HN DNHCMC
71
58
10
6
18
5
16
55
31
4
5
0
3
95
48
61
36
27
17
5
61
12
19
5
1
N=265 N=90 N=100 N=75
%
Base on respondents who buy beverage/ biscuit/ candy/ Jam, etc. for Tet

14. 91
73
63
36
32
23
3
13
17
5
58
15
12
5
3
1
1
5
Family/ friend
TV commercial
Recommend from sellers
Newspaper and magazine
Internet
Outdoor advertising (poster, signboard)
Radio
Brochure
POSM
No source of information
Reference most reference
86
80
60
47
28
16
4
8
5
8
47
22
9
5
4
2
2
1
8
Source of information for Tet’s shopping
TOTAL HN DNHCMC
89
49
61
24
26
14
4
9
11
6
65
11
14
2
2
6
97
91
69
38
41
40
1
22
35
63
12
14
7
2
2
N=300 N=100 N=100 N=100
• Almost all consumers always refer to recommend from family/ friend because to them this is the most reliable source
of information.
• It seems to be that Hanoi consumers do not pay much attention on TV commercial comparing to HCM & Da Nang
consumers.
%
Base on all respondent

15. 86
82
71
52
24
50
33
19
10
2
7
53
64
67
65
60
46
51
28
25
23
16
84
76
76
70
54
36
46
19
5
74
74
71
62
46
44
43
22
12
10
8
Hamper
Beverage
Food
Candy
Jam
Square glutinous rice…
Fruit
Fresh flower
Fake flower
Jelwery
No gift
Shopping products for Tet’s gift
TOTAL
N=300 N=100 N=100 N=100
HCMC HN DN
%
Base on all respondents
• These products that consumers usually purchase as gifts on Tet are ranked as follows: hamper, beverage, food, etc.
Consumers in Da Nang do not prefer the hampers as much as consumers in Hanoi & HCMC.

16. 94
91
73
55
73
50
38
56
44
87
66
78
93
75
43
18
41
12
87
99
55
29
23
28
50
7
9
89
85
68
59
55
40
36
33
20
CSD
Beer
white/ red wine
Whisky/ Cognac
Tea
Raw coffee
Instant coffee
Milk
Bird's Nest
TOTAL
N=222 N=82 N=76 N=64
HCMC HN DN
Common beverages for Tet’s gift
• Beer and CSD are 2 main beverages that consumers purchase as gifts on Tet because the frequency of using these
products on Tet is higher than usual.
• There are some differences between these areas:
• HCMC: consumers buy instant coffee as gifts more than consumers in HN & DN.
• HN: consumers prefer wine and tea than HCMC and Da Nang.
%
Base on respondents who buy gift for Tet

17. 77
64
78
67
58
53
36
27
22
39
21
22
30
2
26
18
8
9
3
3
1
73
65
73
45
61
64
53
28
28
36
18
26
20
18
18
16
10
9
3
2
2
1
1
1
High quality product
Special pack for Tet
Affordable price
Famous/ reliable brand
Value for money
Premium pack
Wide availability
Good advertising
Unique product
Attractive promotion
Recommended from sellers
A lot of advertising
Important the most important
85
56
87
35
84
72
77
33
40
49
27
39
11
9
17
17
24
5
4
1
3
3
3
3
TOTAL HCMC HN DN
60
71
59
33
47
68
50
26
25
23
10
20
17
39
11
14
2
12
2
2
1
N=265 N=90 N=100 N=75
%
Important factors when choosing gifts for Tet
Base on respondents who buy gift for Tet
• “High quality product” is one of the factor that consumers pay a lot of attention on Tet holidays because in Vietnam
market at the moment is taking an overload of fake product and unstable quality product. Thus, the important factors for
choosing the gifts on Tet are ranked as follows: high quality product, special pack for Tet & affordable price.
• Consumers in Da Nang mainly focus on price and brand more than consumers in HCMC & Hanoi.

18. 100
39
9
15
4
91
19
9
10
1
100
39
23
7
1
97
31
14
10
2
Myself
My dad/ mom
My brothers/ sisters
My husband
My children
My grandpa/ grandma
TOTAL HCM HN ĐN
N=265 N=90 N=100 N=75
%
Whom buy the gifts on Tet
• Most of consumers buy the gifts forTet by themselves.
Base on respondents who buy gift for Tet

19. 88
73
43
48
28
44
27
4
4
91
83
50
48
50
32
22
31
3
64
49
62
56
53
22
14
8
6
Whom receive the gifts on Tet
81
69
52
51
45
32
21
15
4
My dad/ mom
My grandpa/ grandma
My brothers/ sisters
My relative
My boss
My client/ partner
My friend/ colleague
My lover
My family-in-law
TOTAL HCMC HN DN
N=265 N=90 N=100 N=75
%
• Consumers mainly purchase the gifts for their families on Tet (parents, grandparent, brother/ sister, etc. ), there is no
significant difference between these areas.
Base on respondents who buy gift for Tet

20. 79
72
69
68
92
77
75
64
83
88
76
33
44
4
40
86
72
77
90
78
87
61
62
71
67
45
18
33
63
12
69
83
77
62
53
52
74
74
48
28
54
53
10
2
10
7
78
76
75
74
74
72
69
67
66
60
57
34
28
26
19
2
Tea
Biscuit/ Cookies
Candy
Coffee
Jam
white/ red wine
Dry fruit
Chocolate (Socola)
Nuts
Beer
CSD
Bird's Nest
Whisky/ Cognac
Cigarette
Milk
Fresh fruit
TOTAL
N=265 N=90 N=100 N=75
HCMC HN DN
A perfect hampers
• A perfect hamper toward consumers need to have some main items such as: tea, biscuit, candy, café, jam, etc.
• There are some differences between these areas:
• HCMC: consumers prefer biscuit more than consumers in HN & DN.
• HN: consumers prefer café more than HCMC and DN
• ĐN: Jam is more popular than Hanoi & HCMC
%
Base on respondents who buy gift for Tet

21. 100
67
57
28
17
14
18
10
18
11
47
15
13
8
3
3
3
1
1
1
Heineken
Tiger
333
Ha Noi beer
Red Larue
Carlsberg
Green Larue
Gambrinus
Zorok
Sapporo
Like Like the most
98
77
66
1
4
1
6
30
16
41
23
19
1
1
2
2
TOTAL HN ĐNHCM
100
64
41
64
2
23
1
8
2
3
50
14
2
22
6
2
98
60
69
13
56
15
61
17
24
15
48
7
21
11
9
1
%
Preferred beer brand inside hamper
• Most of consumers prefer famous beer brands such as Heineken, Tiger, 333 inside the hamper.
• However, it is because of different taste of different areas, therefore, Hanoi beer is more attractive in Hanoi
while Larue is the most popular in Da Nang comparing to the other 2 areas.
N=265 N=90 N=100 N=75
Base on respondents who buy gift for Tet

22. 89
85
54
38
28
32
14
22
9
11
46
26
7
5
4
3
2
1
1
Cocacola
Pepsi
7UP
Fanta
Sprite
Mirinda
Orangina
Big cola
Chuong Duong
Bidrico
Like Like the most
93
92
56
37
26
29
13
24
19
17
40
36
7
1
2
3
2
3
2
1
TOTAL HN ĐNHCM
85
76
43
42
16
31
10
16
2
3
59
22
4
3
1
1
0
89
89
65
35
45
36
20
27
8
16
37
19
12
12
12
5
1
N=265 N=90 N=100 N=75
• Coca-cola, Pepsi và 7Up are always the TOM CSD brand that most of consumers would like to have in the
hamper.
• Moreover, brands such as Fanta, Mirinda & Sprite are more popular in Da Nang comparing to Hanoi & HCMC.
%
Preferred CSD brand inside hamper
Base on respondents who buy gift for Tet

23. 62
54
37
20
22
16
31
3
25
19
8
20
32
14
11
4
4
4
4
3
2
2
2
2
Danisa
Oreo
Ritz
Korento
Arsenal
White Castle
Story
Dk
British
Orirental
Goodies
Tiger
Like Like the most
76
61
40
4
6
16
27
8
21
4
2
26
43
11
12
2
7
3
8
1
2
TOTAL HN ĐNHCM
68
41
25
24
34
8
33
2
20
17
4
17
37
13
6
4
8
1
6
2
1
3
1
2
37
61
48
32
25
28
32
35
40
21
16
12
20
16
9
4
1
5
3
5
1
N=265 N=90 N=100 N=75
• Biscuit is also popular that most of consumers want to have inside the hamper. These brands are ranked as follow:
Danisa, Oreo, Ritz, etc.
• Moreover, consumers in HCMC & Hanoi prefer brand Danisa more than that of Da Nang. As apposed, Oreo is more
popular in Da Nang comparing to Hanoi & HCMC.
%
Preferred biscuit brand inside hamper
Base on respondents who buy gift for Tet

24. 60
46
37
37
33
15
18
40
15
13
9
5
4
1
Red/ white wine
Whisky
Rum
Vodka
Brandy
Vietnam wine
Gin
Like Like the most
58
33
29
13
12
2
4
39
12
14
2
1
TOTAL HN ĐNHCM
55
45
41
47
43
20
19
41
16
14
14
5
7
1
69
61
40
52
45
23
32
40
17
11
11
8
4
1
N=265 N=90 N=100 N=75
• Most of consumers choose wine such as red/white wine or whisky/ Cognac for their perfect hamper.
%
Preferred type of wine inside hamper
Base on respondents who buy gift for Tet

25. 90
85
73
29
27
13
1
3
2
41
29
15
6
5
1
0
G7 (Trung Nguyen)
Nescafe
Vinacafe
Maccoffee
Moment (Vinamilk)
Americafe
Cafe Viet
BKcoffee (Bikacafe)
Eagle Express
Like Like the most
87
80
76
19
16
9
6
2
3
2
44
26
18
1
9
1
1
TOTAL HN ĐNHCM
90
85
68
24
25
17
3
1
46
31
15
4
3
1
95
91
76
49
44
16
1
1
31
31
11
16
1
N=265 N=90 N=100 N=75
Preferred coffee brand inside hamper
• Trung Nguyen café, Nescafe và Vinacafe are long standing and famous brand in Vietnam market. Thus, they are
definitely will be the first choice for a hamper. There are no significant different between locations.
• However, due to the different taste and smell of each areas, Maccoffee is more popular in Da Nang comparing to
Hanoi & HCMC
%
Base on respondents who buy gift for Tet

26. 80
83
64
59
64
47
44
20
16
48
22
13
36
7
88
79
67
61
60
54
41
32
26
23
22
20
19
7
1
Greetings to grand parents
Visit friend's house/…
Comeback to hometown
Stay homne
Eat/ drink at home
Watch TV/ film at home
Go to coffee shop
Visit bosses' house for…
Go to shopping mall/…
Go to entertainment…
Go to cinema
Visit clients/ partners'…
Travel domestic
Play game
Overseas travelling
90
73
79
81
67
64
55
39
37
27
20
10
11
2
93
80
59
42
48
52
25
37
24
21
16
27
11
4
2
TOTAL
N=300 N=100 N=100 N=100
HCM HN ĐN %
Base on all respondents
Activities during Tet holidays
• The main activities on Tet are greetings to grandparents, come to friends’ house and comeback the hometown.
• HCMC: consumers often go to the restaurants, go to the entertainment center: Dam Sen Park, Suoi Tien…,
domestic travelling more than consumers in HN & DN because there are a lot of restaurants & entertainment
centers in HCMC. In addition, we can find that the consumers in HCMC spend more money than consumers in HN
& DN.
• Hanoi: consumers visit the boss’ house for greetings more than consumers in HCMC & DN. Seems that this is a
custom of Hanoi people in Tet holidays.

27. Expenditure for Tet
24
35
21
16
60
52
66
63
16 13 13
21
I will spend less
for this year Tet
compare to last
year Tet.
I will spend an
equivalent
amount for this
year Tet
compare to last
year Tet.
I will spend more
for this year Tet
compare to last
year Tet.
Overall HCM HN ĐN
15 16 17 19
12 12 16 17
35 35 33 33
40 40 31 32
12 12 12 11
16 16
9 8
12 11 13 12
9 9
13 13
12 12 11 11 10 10
15 15
14 14 14 14 13 12 16 15
Last
year
This
year
Last
year
This
year
Last
year
This
year
Last
year
This
year
Other
Spend for
party
Spend for
travelling
Spend for gifts
Spend for
family
shopping
Spend for self
shopping
Overall HCM HN ĐN
Expenditure this year Tet VS last year Tet
Expenditure this year VS last year
N=300 N=100 N=100 N=100
N=300 N=100 N=100 N=100
%
%
Base on all respondents
• Most of consumers are planning to spend an equivalent
amount for this year Tet compare that of last year and
mostly on family shopping.
• However, it seems to be that the consumers in HCMC are
willing to pay more for this Tet. As apposed, Da Nang
consumer are willing to spend less comparing the other 2
areas.

28. Salary & Bonus
44
60
35 38
51
37
56
59
5 3
9
3
Lower salary
compare with
last year
Equivalent
salary compare
with last year
Higher salary
compare with
last year
Overall HCMC HN DN
Salary
31
44
23 23
56
49
65
56
13
6
12
20Lower bonus
compare with
last year
Equivalent
bonus compare
with last year
Higher bonus
compare with
last year
Overall HCMC HN DN
Tet bonus salary
• The salary and bonus this year is staying unchanged comparing to that of last year. Salary of HCMC
areas seem to be higher than salary last year while almost all salary in Hanoi and Da Nang is remain
the same.
• It seems to be that consumers in Da Nang areas not usually get bonus salary for Tet comparing to
HCMC and Hanoi.
%%
Base on all respondents who are employee and have salary
N=205 N=65 N=77 N=63 N=179 N=63 N=52 N=64

29. Thank you