The survey of 831 Vietnamese individuals who have used household maid services found the following: - Most respondents use maid services 1-2 times per week and clean-up after parties is the most common reason. - Friends' recommendations are the primary source of information about maid services. - Honesty, work ethic, and health are the most important qualities sought in maids. - The average price respondents are willing to pay is 20,000-30,000 VND per hour and 1,500,000-2,000,000 VND per month.

1. 【REPORT】
New Released
No. 123020120202120
 As work pressure and demand of individual activities is increasing dramatically, the requirement for
househould maid service are also increasing.
 In order to learn about the maid service demand as well as the priority criteria that drive the choosing
service decision of Vietnamese, W&S online market research company has conducted “ The demand of
household maid service” survey.
 The survey was conducted from 14.02.2012 to 20.02.2012, based on Vinaresearch panel, Vietnam.
1. Families who have demand of using household maid often ask for friends' recommendation firstly,
respectively 606/831 people selected.
2. As many as 35.4 % of repondents use maid service for 1-2 times a week.
3. Families often use the maid service for house cleaning and laundry tasks every day or weekend.
However, the most selected reason for the household maid service is for cleanup after home-party.
4. Background and moral issues are the top concern elements when once family choose a household maid
service.
5. Nearly 40% of respondents do not trust their currently using maid service.
6. "Honest" is the top quality that families would like to find in their maid service, respectively 40%
selection.
7. The average price that most surveyed people willing to pay for the household maid service is from
20.000 to 30.000 VND per hour and from 1.500.000 to 2.000.000 per month.
Type survey: Public survey
Respondents : 831 people (who have used the maid service)
Location : HaNoi, HoChiMinh, DaNang, CanTho, other provinces.
W&S online market research company.
Subject
Investigation Summary
Survey Result

2. Figure 2. Maid service using frequency
Families who have demand of using household maid often ask friends for advice and information at first,
respectively 606/831 people selected.
For the families who have demand of hiring household maid service, friends' recommendations are the
most common source of information that they finding out, approximately 72% of 831 respondents.
Besides, “Colleague” and “Internet” are the next two options that people will access infomation about
household maid service, accounting for 35.3% and 26.0% respectively.
Figure 1. Maid service information getting source
As many as 35.4 % of repondents use maid service for 1-2 times a week.
Most surveyed people choose to use the maid service for their houseworks 1-2 times per week or 3-4 times
per week, respectively 35.4% and 18.4%. Only 4.2% of families have their house-maid supporting the
houseworks everyday or living in their house.
Result of survey
4.2%
7.0%
18.4%
35.4%
12.5%
8.4%
3.7%
10.3%
Everyday 5~6
times/week
3 ~ 4
times/week
1~2
times/week
Once/month Once every
2~3 months
Once every
4~5 months
Once every 6
months
72.0%
35.3%
26.0%
16.5%
11.8%
5.1%
2.0%
12.4%
Friends Colleagues Internet Newspaper Leaflets Road Banner TV Other
 Single choice question type (N=831)
[Vinaresearch based respondents]
 Single choice question type (N=831)

3. Statistics from the survey shows that characteristics of employees is more important than features of the
service when a family choosing a household maid service. In which, the top three elements that take over
87% to 90% concern of family are moral characteristics, clear information of the employees and their
professional behaviour when doing the job. And the next service concerning elements are respectively
"Quality of the service" (89.8%), "Prestige of the service" (87.4%) and "Prices" (83.4%).
The majority find the household maid service is useful for house cleaning after parties at home, accounting
for 51.9%. 43.2% of respondents also find this service helpful for the houseworks supporting every
weekend and 39.6% would agree that they choose the maid service for laundry doing and house cleaning
everyday.
Although asking the maid service for daily meal shopping at market or supermarket is increasing recently,
it is not used extensively among surveyed people with only 1.9% selected.
Families often use the maid service for house cleaning and laundry tasks every day or weekend. However,
the most selected reason for the household maid service is for cleanup after home-party.
Figure 3. Reason to choose the maid service
Background and moral issues are the top concern elements when once family choose a maid service.
1.7%
1.9%
9.3%
12.6%
15.5%
21.8%
22.3%
28.0%
33.3%
34.3%
39.6%
43.2%
51.9%
Other (FA)
Market/Supermarket shopping
Cleaning your office
Caring for a patient
Doing houseworks on holidays
Just have a baby and need helpers
House-keeping for a long trip
Caring for aged-parent
Do cooking everyday
Taking care your children
Doing laundry and cleaning house everyday
Helping houseworks every weekend
Cleaning house after the party
 Multiple choice question type (N=831)

4. In general, about 57.3% have a neutral opinion about trusting their currently using maid service. And the
survey statistics also shows a surprising result that nearly 40% of maid service users do not trust their
maid (employees). Only a small minority of respondents completely trust the maid service's employee,
account for 7.1%.
Nearly 40% of respondents do not trust their currently using maid service.
From this fact, in order to enhance the
confidence of maid service users, the
service providers must ensure not only
the quality of services but also the moral
background and attitude of their
employees for this special type of service.
Figure 5. Maid service trusting level
Figure 4. Priority elements when choosing maid service
27.6%
26.4%
21.4%
22.9%
20.9%
21.5%
14.4%
14.4%
13.6%
9.9%
9.9%
7.3%
7.0%
7.0%
63.7%
65.7%
69.1%
69.2%
72.0%
73.2%
80.4%
81.0%
83.4%
87.4%
87.5%
89.8%
90.1%
90.4%
24-hours service support
Services category
Trainning program for the employees
Daily work service
Flexible schedule time for services
Hourly work service
Clear information on their website
Experiences from the previous used people
Prices
Prestige of the services
Professional behavior of the employees
Quality of services
Clear information about their employees
Moral element of employees
Not interested at all Not interested Neutral Interested rate
1.4%
5.7%
53.7%
26.6%
12.6%
Completely
trust
Trust Normal Not trust Completely
not trust
 Matrix multiple choice question type (N=831)
Single choice question
type (N=831)

5. "Honest" is the top quality that families would like to find in their maid, respectively 40% selection.
Depending on type of maid service hourly or daily, most of family willing to pay as follow:
The most willing price range that surveyed people are most likely to pay for the maid service hourly is
from 10.000 VND to 30.000 VND. In which, as many as 34.3% of respondents are willing to pay about
20.00 to 30.000 VND and more than 50% would agree to pay the maid service at quite low price, from
10.000 to 20.000 VND/hour.
The same pattern is observed for monthly maid service payment. Nearly three out of every eight survey
people are willing to pay around 1.500.000 to 2.000.000 VND for the maid service per month and
2.000.000 VND to 4.000.000 VND is the acceptable price range for the remaining 50% respondents.
The average price that most surveyed people are likely to pay for the household maid service is from
20.000 to 30.000 VND per hour and from 1.500.000 to 2.000.000 per month.
Figure 6. Interest level of the maid characteristics
Based on the survey results, top three elements that one family would like to find in their maid is
"Honesty", "Hard working" and "Good health", account for over 86% selections of interest scale. Only a
small number of surveyed people have interest in the foreign language skill of the maid, which is a higher
evaluated element when choosing a maid service in some foreigner families.
48.3%
31.4%
21.8%
32.3%
27.8%
23.3%
24.3%
24.5%
20.0%
16.2%
16.5%
12.2%
11.4%
6.4%
5.9%
59.8%
17.1%
49.1%
54.8%
64.0%
64.3%
66.7%
70.0%
78.3%
80.3%
84.7%
86.2%
90.9%
91.8%
0% 20% 40% 60% 80% 100%
Other
Foreign language skill
Level of education
Marital status
Hometown
Previous occupation
Age
Background
Previous experiences
Abillity
Professional behavior
Good health
Hard-working
Honesty
Not interested at all
Not interested
Neutral
Interested rate
 Matrix multiple choice question type (N=831)

6. Figure 7. Maid service payment hourly and monthly
7.1. Price per hour
—7.2. Price per month
11.7%
37.1%
25.8% 25.0%
0.5%
Below 1.500.000
VND/month
1.500.000_2.000.000
VND/month
2.000.000_3.000.000
VND/month
3.000.000_4.000.000
VND/month
Over 4.000.000
VND/month
8.8%
30.0%
20.5%
34.3%
6.5%
Below 10.000 VND/h 10.000_15.000 VND/h 15.000_20.000 VND/h 20.000_30.000 VND/h Over 30.000 VND/h

7. 1. Gender
2. Marital status
3. Age
Respondents Profile
55.2%
44.8%
Female Male
52.9%
46.1%
0.7% 0.2%
Single Marriage Divorce Bereavement
9.4%
55.1%
25.8%
9.7%
16_19 years old 20_29 years old 30_39 years old Over 40 years old

8. 4. Family income
5. Province
W&S Online Market Research Co,. Ltd
31C Ly Tu Trong, Ben Nghe Ward, District 1, HCMC, VietNam
Tel: (08) 38 223 215 Fax: (08) 38 223 216
E-mail: info@vinaresearch.jp
Contact information
The copyrights of this report belong to W&S market research company.
The results of this survey can be publicly used, but must be cited and sourced from
Vinaresearch. In the circumstance of using the table and graphs from results of this
survey, the data at the source must be clearly stated and based on survey results
collected from Vinaresearch.
1.8%
31.3%
21.9%
10.7%
7.5%
2.4% 2.5% 2.4% 3.1%
5.3%
6.5%
4.6%
0_ 5
millions
5_7
Tmillions
7_10
millions
10_15
millions
15_20
millions
20_25
millions
25_30
millions
30_40
millions
40_50
millions
50_70
millions
70_100
millions
over 100
millions
27.4%
3.7%
5.7%
27.2%
36.0%
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%
Other provinces
CanTho
DaNang
HoChiMinh
HaNoi