W&S_Report shampoo_market_2012

Date: March 2013
Creator: W&S Research team
REPORT ON SHAMPOO
VIETNAM 2012
Research time: 27th – 31st December 2012
Based on Vinaresearch’s panellist

A. Executive summary
[1] Clean scalp is the most important factor, account for 85.5%
• Upon 10 people who were asked, there are nearly 9 respondents choosing Clean scalp as the most imporant
factor when choosing shampoo products. The second factor is Not itchy, account for 83.2%.
• 88.0% of 258 male respondents assessed Clean scalp as the most important factor when choosing shampoo
brand. The following is Removing dirt from hair with 84.9%. For female group, Hair damage
prevention is voted as the most important factor for them, account for 85.4%. The following are Healthy
and strong hair with 84.4%.
[2] 81.3% chose Dandruff-specialized shampoo
• Dandruff-specialized shampoo is mostly used by 81.3% of 579 surveyed people. The following are
Normal and Premium type with 58.4% and 45.6% respectively.
• Dandruff-specialized shampoo is mostly used by both male and femlae group with 82.6% and 80.4%
respectively. The second type also used by both these two group is Normal one, respectively account for
54.3% and 61.7%.
[3] Clear is well-recognized by 96.5% of 579 respondents
• Clear gets the highest total awareness with 96.5%. Besides that, it also gained the highest numerical data in
term of TOM, account for 33.5%.
• Both male and femal group has a good awareness of Clear, respectively account for 95.7% and 97.2%. The
second brand that is remembered by male group is X-men while female group memorizes Dove with
94.7%. The third one in male group is Romano (85.7%) and female group votes Sunsilk (93.1%).

[4] Clear is used by many respondents, account for 27.6%
• When asking 579 respondents, there is 27.6% using Clear as their main brand. The following are Pantene
(13.0%), X-men (11.9%) and Head & Shoulders (11.6%).
• Clear is the top main brand used most often by both male and female group. Secondly, X-men is chosen in
male group with 36.4% and Patene is chosen in female group with 20.9%. Thirdly, male group uses
Romano (14.0%) and female group choose Dove (14.6%).
[5] Most respondents satisfies with their current brand
As being shown in Figure 5, there is 89.1% feels satisfied with their current brand. In particularly, 48.5%
completely satisfies with their current brand.
[6] 64.9% satisfies with their current brand because of Treating dandruff
well and 54.0% do not satisfy about Still having dandruff
Treating dandruff well, Comfortable and attractive fragrance, and Smooth hair are top three points
which respondents feel satisfied with their current brands. Besides that, they dissatisfies with Still having
dandruff, No aroma and High price.
[7] Nearly 97% intend to change to another shampoo brand
Though percentage of satisfaction toward current brand is high, there is nearly 97% intending to change.
And Clear is mostly recommended to be used in the future, account for 16.5%.

[8] Current brand is assessed as higher price than the future one
Though current brand has many outstanding points more than future one, its price is not so reasonable as
the future brand.
[9] Clear was mostly used as the main brand in the past with 24.3%
24.3% of 573 using another brand in the past chose Clear as their main brand in the past. The following are
Sunsilk (14.3%), Rejoice (11.5%) and Pantene (11.2%).
[10] Current brand gains many good points more than the past one
Compared to the past brand, the current one has many better points especially Many advertisements
(78.6%), Recommended by many users (69.2%), and Impressive advertising (67.1%).
[11] Supermarket is the place that most respondents go for buying
shampoo product, accout for 85.1%
There is 85.1% buying shampoo product at Supermarket . The following places are Grocery (71.7%) and
Convenient store (33.7%).
[12] Near to my house is the top reason for choosing current place for
buying shampoo product
46.6% bought shampoo brand at the current place because of being Near to my house. The second reason
is Right price, account for 40.2%.

[13] Nearly 83% uses Bottle as their regular packaging
Bottle is mostly used by respondents, account for nearly 83%. Besides that, Pack is also chosen as
the sencond packaging which is used regularly with 15%.
[14] Respondents usually buy shampoo product at least Once a
month, account for 34.7%
There is 34.7% of 579 surveyed people buying shampoo product Once a month. Besides that, there
is 31.3% purchasing shampoo products Once / 2 – 3 months.
[15] 95% remembers advertisements of shampoo brands
When asking if you remember advertising of shampoo brand you remember, there is 95% remembering
advertising. X-men is mostly chosen by 46.0% of 562 remembering advertising. The following is Clear
with 42.5%.
[16] Most respondents are impressed by advertisement of Clear
Advertisement of Clear receives good reaction from most respondents especially TVC of advertising for
Clear Men. The following is X-men with statement “Real man”.

B. Research information
 Research method : Quantitative research – Online
 Timing : 27th – 31st December 2012
 Sample size : 579
 Research area : Nationwide
 Target : Main decision maker for shampoo product
 Research objectives : Explore shampoo market in 2012
 Sampling method : Natural sampling

1. Important factors
Upon 10 people who were asked, there are nearly 9 respondents choosing Clean scalp as the most imporant factor when
choosing shampoo products. The second factor is Not itchy, account for 83.2%.
Clean scalp is the most important factor, account for 85.5%
[Figure 1] Important factors
 Q. Please tell me what factors you concern when choosing a shampoo product? [Matrix SA] Based on n=579
17.8
15.5
8.6
13.5
47.5
10.4
20.9
14.9
16.8
34.5
49.1
21.4
44.4
48.2
29.9
35.9
32.5
39.4
27.5
31.6
42.1
34.0
43.7
38.3
29.2
44.7
17.8
25.4
45.3
41.6
53.0
41.1
12.6
51.6
29.5
44.6
33.9
18.7
12.1
27.8
8.5
6.4
Hair falling prevention
Healthy and strong hair
Clean scalp
Removing dirt from hair
Good foaming
Not itchy
Aroma
Hair damage prevention
Prestigious brand
Famous brand
International brand
Reasonable price
Recycled packaging
Nice packaging
Definitely not important Rather not important Neutral Rather important Definitely importantUnit: %

1. Important factors
88.0% of 258 male respondents assessed Clean scalp as the most important factor when choosing shampoo brand. The
following is Removing dirt from hair with 84.9%. For female group, Hair damage prevention is voted as the most
important factor for them, account for 85.4%. The following are Healthy and strong hair with 84.4%
Clean scalp is the most important important for Male group while Prevent
hair damage is the most important one for Female group
[Figure 1] Important factors – By Gender
 Q. Please tell me what factors you concern when choosing a shampoo product? [Matrix SA] Based on n=579
 Q. Please tell me your gender? [SA] Based on n=579
88.0
84.9
82.2
76.7
76.4
72.9
70.2
69.0
65.9
62.4
47.3
43.0
38.0
33.3
Clean scalp
Not itchy
Prestigious brand
Aroma
Reasonable price
Famous brand
International brand
Good foaming
Nice packaging
Recycled packaging
Male
(n=258)
85.4
84.4
84.1
83.5
82.6
78.2
76.9
72.3
67.9
52.6
37.7
36.4
26.8
20.6
Not itchy
Clean scalp
Prestigious brand
Reasonable price
Aroma
Famous brand
Good foaming
International brand
Nice packaging
Recycled packaging
Female
(n=321)
Unit: % Unit: %

2. Kind of shampoo
Dandruff-specialized shampoo is mostly used by 81.3% of 579 surveyed people. The following are Normal and
Premium type with 58.4% and 45.6% respectively.
81.3% chose Dandruff-specialized shampoo
[Figure 2] Kind of shampoo
 Q. Please tell me what types of shampoo you know in the list below? [MA] Based on n=579
81.3
58.4
45.6 44.0
1.4
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0
Dandruff-specialized Normal Premium Herbal Others
Unit: %

2. Kind of shampoo
Dandruff-specialized shampoo is mostly used by both male and femlae group with 82.6% and 80.4% respectively. The
second type also used by both these two group is Normal one, respectively account for 54.3% and 61.7%.
Both male and female group use Dandruff-specialized shampoo
[Figure 2] Kind of shampoo – By Gender
 Q. Please tell me what types of shampoo you know in the list below? [MA] Based on n=579
54.3
39.5
82.6
50.0
0.4
61.7
47.7
80.4
42.1
2.2
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0
Normal Herbal Dandruff-specialized Premium Others
Male Female
Unit: %

3. Awareness of shampoo brand
Clear gets the highest total awareness with 96.5%. Besides that, it also gained the highest numerical data in term of
TOM, account for 33.5%.
Clear is well-recognized by 96.5% of 579 respondents
[Figure 3] Awareness of shampoo brand
 Q. When mentioning about shampoo brands in Vietnam, what brands come to your mind? [MA] Based on n=579
 Q. Please tell me what shampoo brands you know in the list below? [MA] Based on n=579
96.5
88.8 88.3 86.0 85.7 84.6
80.8 78.4 77.0
33.5
9.7
13.5
10.2
5.4 6.0 5.5
0.5
7.9
0.4 0.3 0.4 0.2 0.3 0.3 0.2 0.1 0.4
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
100.0
Clear Dove Sunsilk X-men Rejoice Head &
Shoulders
Romano Double
Rich
Pantene
Total awareness TOM Other spontaneous
Unit: %

3. Awareness of shampoo brand
Both male and femal group has a good awareness of Clear, respectively account for 95.7% and 97.2%. The second brand
that is remembered by male group is X-men while female group memorizes Dove with 94.7%. The third one in male
group is Romano (85.7%) and female group votes Sunsilk (93.1%).
Clear is well-recognized in both male and female group
[Figure 3] Awareness of shampoo brand – By Gender
 Q. Please tell me what shampoo brands you know in the list below? [MA] Based on n=579
95.7
92.2
85.7
82.2
81.4
79.1
78.3
68.2
67.1
61.6
Clear
X-men
Romano
Sunsilk
Dove
Head & Shoulders
Rejoice
Double Rich
Pantene
Lifebuoy
Male
(n=258)
97.2
94.7
93.1
91.6
89.1
86.6
85.0
83.5
81.0
78.5
Clear
Dove
Sunsilk
Rejoice
Head & Shoulders
Double Rich
Pantene
Enchanteur
X-men
Lifebuoy
Female
(n=321)
Unit: % Unit: %

4. Brand used most often
When asking 579 respondents, there is 27.6% using Clear as their main brand. The following are Pantene (13.0%), X-
men (11.9%) and Head & Shoulders (11.6%).
Clear is used by many respondents, account for 27.6%
[Figure 4] Brand used most often
 Q. Amongst brands you know, what do you use as your MAIN BRAND? [SA] Based on n=579
27.6
13.0
11.9 11.6
8.5 8.3
6.6
5.5
7.1
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
Clear Pantene X-men Head &
Shoulders
Dove Sunsilk Romano Rejoice Others

4. Brand used most often
Clear is the top main brand used most often by both male and female group. Secondly, X-men is chosen in male group
with 36.4% and Patene is chosen in female group with 20.9%. Thirdly, male group uses Romano (14.0%) and female
group choose Dove (14.6%).
Clear is mostly used by both male and female group
[Figure 4] Brand used most often
 Q. Amongst brands you know, what do you use as your MAIN BRAND? [SA] Based on n=579
35.3
26.4
14.0
8.5
3.9
3.5
3.1
0.8
0.8
0.8
Clear
X-men
Romano
Head & Shoulders
Rejoice
Sunsilk
Pantene
Dove
Enchanteur
Axe 2in1
Male
(n=258)
21.5
20.9
14.6
14.0
12.1
6.9
3.1
1.2
1.2
0.6
Clear
Pantene
Dove
Head & Shoulders
Sunsilk
Rejoice
Enchanteur
Lifebuoy
Double Rich
Romano
Female
(n=321)
Unit: % Unit: %

5. Satisfaction level toward current brand
As being shown in Figure 5, there is 89.1% feels satisfied with their current brand. In particularly, 48.5% completely
satisfies with their current brand.
Most respondents satisfied with their current brand
[Figure 5] Satisfaction level toward current brand
 Q. Please tell me how much do you satisfy with your current brand? [SA] Based on n=579
40.6
48.5
34.4
31.6
56.3
40.3
36.2
45.3
41.3
46.9
60.5
35.4
50.7
55.1
42.7
48.8
Rejoice (n=32)
Romano (n=38)
Sunsilk (n=48)
Head & Shoulders (n=67)
X-men (n=69)
Pantene (n=75)
Clear (n=160)
Definitely dissatisfied Rather dissatisfied Neutral
Rather satisfied Definitely satisfied
Unit: % Unit: %

6. Satisfied and dissatisfied points of current brand
Treating dandruff well, Comfortable and attractive fragrance, and Smooth hair are top three points which
respondents feel satisfied with their current brands. Besides that, they dissatisfies with Still having dandruff, No aroma
and High price.
64.9% satisfies with their current brand because of Treating dandruff well
and 54.0% do not satisfy about Still having dandruff
[Figure 6] Satisfied and dissatisfied points of current brand
Q. Please tell me three points you feel satisfied with your current brand?[MA] Based on n=
Q. Please tell me three points you feel dissatisfied with your current brand? [MA] Based on n=
No. Top 10 satisfied points %
1 Treating dandruff well 64.9
2 Comfortable and attractive fragrance 53.9
3 Smooth hair 37.2
4 Reasonable price 25.0
5 Preventing hair from falling down 14.7
6 Cool scalp 13.8
7 Not itchy 8.5
8 Cleaning dirt 8.5
9 Healthy hair 7.0
10 Branded 5.2
No. Top 10 dissatisfied points %
1 Still having dandruff 54.0
2 No aroma 30.2
3 High price 28.6
4 Hair falling down 25.4
5 Dry hair 19.0
6 Not smooth 14.3
7 Creating less foam 12.7
8 Easy to be dirty 11.1
9 Aroma does not last 9.5
10 Aroma is heavy 6.3

7. Brand used in the future
Though percentage of satisfaction toward current brand is high, there is nearly 97% intending to change. And Clear is
mostly recommended to be used in the future, account for 16.5%.
Nearly 97% intend to change to another shampoo brand
[Figure 7] Brand used in the future
 Q. Amongst brands you know, which one you will use in the future? [SA] Based on n=579
97%
3%
Intend to change Not intend to change
97% intends to
change
n=579
16.5
11.7
10.7
9.6
7.7
7.5
5.5
4.6
3.0
3.0
20.1
Clear
Head & Shoulders
Romano
Dove
Pantene
X-men
Enchanteur
Sunsilk
Double Rich
Rejoice
Others
n=562 have intention
Unit: %

8. Comparision between current and future brand
Though current brand has many outstanding points more than future one, its price is not so reasonable as the future
brand.
Current brand is assessed as higher price than the future one
[Figure 8] Comparision between current and future brand
 Q. Please compare between current brand and future one in terms of the following things? [SA] Based on n=562 have intention to change
Many
advertis
ments
Many
promoti
on
campaig
ns
Impressi
ve
advertisi
ng
Recom
mended
by many
users
High
price
Widely
sold
Easy-to-
use
packagi
ng
Famous
brand
Eye-
catching
packagi
ng
Good
quality
Current brand 50.9 49.9 56.9 52.9 54.7 51.5 58.6 52.7 49.5 52.9
Brand in the future 49.1 50.1 43.1 47.1 45.3 48.5 41.4 47.3 50.5 47.1
Unit: %

9. Brand used in the past
24.3% of 573 using another brand in the past chose Clear as their main brand in the past. The following are Sunsilk
(14.3%), Rejoice (11.5%) and Pantene (11.2%).
Clear was mostly used as the main brand in the past with 24.3%
[Figure 9] Brand used in the past
 Q. Amongst brands you used in the past, which one you used most often? [SA] Based on n= 573 using another brand in the past
24.3
14.3
11.5 11.2
10.3
5.9 5.6
4.7
3.1 3.1
5.9
0.0
5.0
10.0
15.0
20.0
25.0
30.0
Clear Sunsilk Rejoice Pantene Head &
Shoulders
X-men Dove Romano Lifebuoy Enchanteur Others
Unit: %

10. Comparision between current and past brand
Compared to the past brand, the current one has many better points especially Many advertisements (78.6%),
Recommended by many users (69.2%), and Impressive advertising (67.1%).
Current brand gains many good points more than the past one
[Figure 10] Comparision between current and past brand
 Q. Please compare between current brand and past one in terms of the following things?[Matrix SA] Based on n=573 have past brand
Many
advertis
ments
Many
promotio
n
campaig
ns
Impressi
ve
advertisi
ng
Recomm
ended by
many
users
High
price
Widely
sold
Easy-to-
use
packagin
g
Famous
brand
Eye-
catching
packagin
g
Good
quality
Past brand 21.4 42.9 32.9 30.8 30.4 42.1 36.8 46.3 39.0 44.7
Currentbrand 78.6 57.1 67.1 69.2 69.6 57.9 63.2 53.7 61.0 55.3
Unit: %

11. Places for buying current shampoo brand
There is 85.1% buying shampoo product at Supermarket . The following places are Grocery (71.7%) and Convenient
store (33.7%).
Supermarket is the place that most respondents go for buying shampoo
product, accout for 85.1%
[Figure 11] Places for buying current shampoo brand
 Q. Please tell me where you often buy your shampoo brand? [MA] Based on n
85.1
71.7
33.7
21.2
5.0
2.2 1.4 0.9
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
80.0
90.0
Supermarket Grocery Convenient
store
Hair-specialized
store
Hair salon Online
shopping
website
One price store Others
Unit: %

12. Reasons for choosing that place
46.6% bought shampoo brand at the current place because of being Near to my house. The second reason is Right price,
account for 40.2%.
Near to my house is the top reason for choosing current place for buying
shampoo product
[Figure 12] Reason for choosing that place
 Q. Please tell me three reasons you choose that place? [FA] Based on n=579
No. Top 10 reasons %
1 Near to my house 46.6
2 Right price 40.2
3 Convenient 32.8
4 There are many products to choose 28.0
5 Prestigious 25.9
6 Promotion campaigns 20.4
7 Buy with other products 10.9
8 On my way 7.6
9 Quick payment 5.7
10 Visiting and shopping 5.4

13. Regular packaging
Bottle is mostly used by respondents, account for nearly 83%. Besides that, Pack is also chosen as the sencond
packaging which is used regularly with 15%.
Nearly 83% uses Bottle as their regular packaging
[Figure 13] Regular packaging
 Q. Please tell me what kind of packaging you often use for your shampoo brand? [SA] Based on n=579
83%
15%
1% 1%
Bottle Pack Tube Box

14. Frequency of buying shampoo brand
There is 34.7% of 579 surveyed people buying shampoo product Once a month. Besides that, there is 31.3% purchasing
shampoo products Once / 2 – 3 months.
Respondents usually buy shampoo product at least Once a month, account
for 34.7%
[Figure 14] Frequency of buying shampoo brand
 Q. Please tell me how often you buy shampoo? [SA] Based on n=579
6.6 6.6
7.9 8.6
34.7
31.3
4.3
.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
More than once a
week
Once a week Once / 2 weeks Once / 3 weeks Once a month Once / 2 - 3
months
Less than once / 2
- 3 months
Unit: %

15. Awareness of advertising
When asking if you remember advertising of shampoo brand you remember, there is 95% remembering advertising. X-
men is mostly chosen by 46.0% of 562 remembering advertising. The following is Clear with 42.5%.
95% remembers advertisements of shampoo brands
[Figure 15] Awareness of advertising
 Q. Please tell me what brand's advertising you remember? [MA] Based on n=579
5%
95%
Not remember any advertising
Remember advertising
95% remembers
advertising
n=579
46.0
42.5
33.6
29.0
26.5
25.4
22.3
21.2
20.4
9.7
22.4
X-men
Clear
Head & Shoulders
Romano
Dove
Sunsilk
Enchanteur
Pantene
Rejoice
Double Rich
Others
n=562 remembers
advertising
Unit: %

16. Impressive advertisement
Advertisement of Clear receives good reaction from most respondents especially TVC of advertising for Clear Men. The
following is X-men with statement “Real man”.
Most respondents are impressed by advertisement of Clear
[Figure 16] Impressive advertisement
 Q. Please tell me your assessment toward the above advertisements? [MA] Based on n=562
No. Response about Clear’s advertisement
1
I am impressive with advertisement of Clear.
Smooth, long, and strong hair is very eye-catching.
Because I am a woman, I also want to have that
beautiful hair. Especially, there is no dandruff on
that hair scalp. Hair is strong from inside to outside
which attracts many guys.
2
Ronaldo chooses Clear Men because it symbolizes
strength, stylish, and winning. Clean scalp in 365
days.
3
TVC of Clear is very interesting. When it is hot, the
actor’s hair is frozen after using Clear. After a head
shaking, ice is broken which brings cool and fresh
feelings.
No. Response about X-men’s advertisement
1
I like TVC of X-men. A guy rescues a beautiful girl
kidnapped by bad guys. Car racing around
containers and handsome face of that guy. The
ending part of this TVC is a X circle symbolizing
for X-men created by car racing. I really like that
circle as it is so creative.
2
I am impressed with TVC of X-men. The actor and
actress are in dangerous because of earthquake
when they are in theater. The actress is fallen off the
upper floor. Foturnately, the man promptly takes her
hands and uses his metal wire knit to throw it into
next red carpet. Then, he jumps on it to rescue both
of them.

D. Member profile
44.6
55.4
Gender
Male
Female
6.9
33.7
16 - 19
years old
20 - 24
years old
25 - 29
years old
30 - 34
years old
35 years old
and above
.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
Age
55.1
8.1
Single Married,
no kid
Married
with kid
Widowed Divorced Others
0.0
10.0
20.0
30.0
40.0
50.0
60.0
Marital status
Unit: %
Unit: %
Unit: %

W&S Company Limited is a 100% Japanese investment. Our main professions are ‘Online market
research’, ‘Web creative’ and ‘Web marketing’. Online research is conducted based on Vinaresearch –
our actively managed over 108,000 members panel with various segmentations across Vietnam.
FOR FURTHER INQUIRIES, PLEASE CONTACT:
W&S Company Limited
» Address: Floor 10, 40 Pham Ngoc Thach St., District 3, HCMC
» Office phone: 84 – 8 – 38 223 215 Fax: 84 – 8 – 38 223 216
» Email: info@vinaresearch.jp
» Website: http://vinaresearch.jp/
The copyright of this report belongs to W&S Company Limited. The results (analyzing, wording, data,
tables and graphs) of this survey can be publicly used, but must be cited and sourced from W&S Company
Limited (also include its website address http://vinaresearch.jp).

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