In emerging countries, ”country of origin” is always one of the most important factors for the purchase decision making. We had conducted the survey to know the importance of ”country of origin” and its images of Japan, Korea, US, Europe, Thailand, Vietnam and China from 600 respondents.

1. Country-of-Origin images for Vietnamese
Asia Plus Inc.

2. In emerging countries, ”country of origin”
is always one of the most important
factors for the purchase decision making.
We had conducted the survey to know the
importance of ”country of origin” and its
images of Japan, Korea, US, Europe,
Thailand, Vietnam and China from 600
respondents.
Objective

3. Country-of-origin importance

4. Importance of country-of-origin
Country-of-origin is very important factor for Vietnamese. The number is high for 30-39
and high-incomes.
Q. How much do you pay attention to "country of origin" in shopping?
51% 50% 52% 48%
54% 53% 49% 48% 54%
39% 38%
41%
40%
39% 36% 42% 38%
40%
9% 11% 7% 11%
7% 10% 8% 13%
5%
Total Male Female 20-29 30-39 HCM HN Low income High income
very high high average low very low

5. Country-of-origin importance by category
For female, cosmetic is the category that they pay attention to country-of-origin.
Medicine, food and electronics are high
Q. Please choose how much you pay attention to when you purchase the following
69% 64% 63%
42%
22%
26%
26% 30%
47%
33%
4%
8% 8% 9%
40%
Cosmetics Medicine Food Electronics Fashion
Female
very important important average
not important not important at all
60% 57% 56%
22%
28% 31% 36%
41%
9% 10% 7%
31%
Medicine Food Electronics Fashion
Male
very important important average
not important not important at all

6. Country-of-origin images - Cosmetics
Japan and US have the positive images for cosmetics. Importance are high among 30’s
and with high income
Q. Please choose how much you pay attention to when you purchase the following – Cosmetics (female only)
Japan US
Europ
e
Korea
Thaila
nd
Vietna
m
China
I don't know 3% 4% 5% 1% 4% 2% 8%
very bad 0% 0% 0% 0% 0% 1% 22%
bad 0% 0% 0% 0% 3% 8% 36%
average 3% 6% 7% 11% 36% 64% 28%
good 36% 47% 46% 59% 46% 22% 6%
very good 59% 43% 41% 29% 11% 4% 0%
67% 67%
65%
69%
67% 67%
63%
68%
Country image Country-of-origin importance

7. Country-of-origin images - Electronics
Japan is dominant with electronics. Male and Hanoi put more importance on country-of-
origin.
Q. Please choose how much you pay attention to when you purchase the following – Electronics
Japan US
Europ
e
Korea
Thaila
nd
Vietna
m
China
I don't know 1% 2% 4% 2% 5% 2% 3%
very bad 0% 0% 0% 0% 0% 2% 20%
bad 0% 0% 0% 1% 2% 10% 29%
average 2% 5% 9% 20% 39% 59% 36%
good 19% 38% 44% 56% 44% 23% 10%
very good 79% 54% 44% 22% 10% 4% 2%
Country image Country-of-origin importance
49%
56%
42%
49% 49%
45%
52%
48% 48%

8. Country-of-origin images - Food
Japan and US are high while 71% shows the negative reaction to China. Those who are
in 30’s and high income put importance.
Q. Please choose how much you pay attention to when you purchase the following – Food
Japan US
Europ
e
Korea
Thaila
nd
Vietna
m
China
I don't know 2% 3% 5% 3% 3% 1% 3%
very bad 0% 0% 0% 0% 0% 2% 39%
bad 0% 1% 0% 0% 2% 11% 32%
average 5% 12% 12% 24% 40% 45% 18%
good 33% 43% 42% 52% 42% 32% 5%
very good 60% 42% 41% 20% 13% 8% 2%
Country image Country-of-origin importance
60%
57%
62%
55%
63%
63%
57%
55%
63%
Total Male Female 20-29 30-39 HCM HN Low
income
High
income

9. Country-of-origin images - Fashion
Fashion and country-of-origin has less federations. Europe has the most positive image.
Q. Please choose how much you pay attention to when you purchase the following – Fashion
Europ
e
US Korea Japan
Thaila
nd
Vietna
m
China
I don't know 4% 4% 3% 4% 4% 1% 3%
very bad 0% 0% 0% 0% 0% 1% 15%
bad 0% 1% 1% 1% 2% 3% 20%
average 15% 18% 18% 28% 35% 51% 47%
good 42% 43% 52% 45% 49% 36% 13%
very good 38% 35% 26% 21% 12% 8% 3%
Country image Country-of-origin importance
22% 22% 22% 21% 22%
20%
23% 24%
19%

10. Country-of-origin images - Medicine
Those who are in 30”s pay attention to country of origin. US, Europe and Japan are high.
Q. Please choose how much you pay attention to when you purchase the following – Medicine
US
Europ
e
Japan Korea
Thaila
nd
Vietna
m
China
I don't know 4% 5% 6% 7% 10% 3% 9%
very bad 0% 0% 0% 0% 0% 3% 22%
bad 1% 1% 0% 1% 2% 6% 25%
average 6% 9% 8% 25% 46% 54% 32%
good 35% 36% 38% 46% 33% 28% 10%
very good 54% 49% 49% 21% 9% 7% 2%
Country image Country-of-origin importance
62% 60%
63%
55%
68%
62% 62% 61% 61%
Total Male Female 20-29 30-39 HCM HN Low
income
High
income

11. Country images

12. Country images - General
Japan is associated with “good quality”. Korea is linked with “proud to own” image.
Vietnamese have negative image against Chinese products
Q. Please choose the keyword that comes up for the following country of origin
Good quality Proud to own Relactant to buy
Japan 63% 4% 1%
US 46% 16% 0%
Europe 42% 19% 1%
Korea 25% 30% 2%
Thailand 32% 16% 9%
Vietnam 24% 7% 24%
China 2% 4% 42%

13. Country images - Detail
Country-of-origin is very important factor for Vietnamese. The number is high for 30-39
and high-incomes.
Q. Please choose the keyword that comes up for the following country of origin
High
quality
Safe
Durabl
e
Authen
tic
Sophis
ticated
Stylish Trendy
Good
design
Cool Cute Cheap Fragile Boring
Low
quality
Danger
ous
Bad
design
Japan 92% 71% 52% 35% 12% 4% 3% 3% 2% 1% 4% 0% 0% 0% 0% 0%
US 86% 41% 26% 31% 44% 17% 10% 11% 14% 1% 2% 0% 0% 0% 0% 0%
Europe 83% 41% 21% 24% 49% 20% 13% 9% 19% 1% 3% 0% 0% 0% 0% 0%
Korea 53% 27% 8% 13% 42% 38% 45% 10% 29% 13% 7% 1% 1% 0% 0% 0%
Thailand 43% 35% 32% 18% 11% 23% 31% 8% 12% 13% 47% 1% 1% 2% 1% 1%
Vietnam 23% 37% 16% 20% 4% 6% 17% 3% 4% 7% 67% 25% 15% 18% 5% 11%
China 2% 2% 2% 1% 2% 3% 15% 2% 2% 1% 73% 51% 2% 69% 55% 2%
Good quality Proud to own Reluctant to buy

14. Country images - Japan
Japan is associated with strong good quality image but less of emotional factor such as
trendy or cool.
Q. Please choose the keyword that comes up for the following country of origin
38%
35%
30%
15%
-2%-3%-3%-4%
-9%-10%-11%-11%-12%-13%
-16%
-25%
Good quality Produt to own Reluctant to buy
Total 63% 4% 1%
Male 63% 4% 1%
Female 63% 5% 1%
20-29 61% 6% 1%
30-39 64% 3% 1%
HCM 63% 4% 1%
HN 62% 4% 1%
Low income 58% 5% 1%
High income 66% 3% 0%
Country image (vs average) Image difference by profile

15. Country images - China
China is strongly associated with negative image such as low quality, dangerous and
cheap
Q. Please choose the keyword that comes up for the following country of origin
56%
46%44%
40%
0% 0%
-4%-4%-5%
-10%-13%
-19%-21%-22%
-35%
-52%
Good quality Produt to own Reluctant to buy
Total 2% 4% 36%
Male 2% 3% 36%
Female 1% 5% 36%
20-29 3% 4% 35%
30-39 1% 4% 37%
HCM 1% 3% 38%
HN 2% 5% 35%
Low income 2% 4% 35%
High income 1% 4% 38%
Image difference by profileCountry image (vs average)

16. Country images - Korea
Korea has a high proud-to-own factors such as trendy, stylish.
Q. Please choose the keyword that comes up for the following country of origin
26%
22%
18%17%
8%
3%
-2%-2%-2%
-7%
-9%-9%-11%
-13%
-15%
-22%
Good quality Produt to own Reluctant to buy
Total 25% 29% 3%
Male 27% 28% 2%
Female 24% 30% 4%
20-29 26% 28% 3%
30-39 24% 30% 3%
HCM 26% 29% 3%
HN 24% 30% 3%
Low income 27% 27% 3%
High income 23% 32% 3%
Image difference by profileCountry image (vs average)

17. Country images - Vietnam
Vietnam is the mixed feeling of positive and negative. Youth and female takes ”made in
Vietnam” more positively.
Q. Please choose the keyword that comes up for the following country of origin
38%
14%12%
9%
5%
1% 1% 0% -2%-3%-4%-6%-8%-10%
-20%
-31%
Good quality Produt to own Reluctant to buy
Total 24% 7% 21%
Male 22% 7% 22%
Female 26% 6% 20%
20-29 27% 8% 18%
30-39 22% 5% 23%
HCM 22% 8% 22%
HN 26% 6% 20%
Low income 25% 7% 20%
High income 24% 6% 22%
Image difference by profileCountry image (vs average)

18. Country images - US
US is linked with high quality and sophisticated images especially from HCM and high-
income
Q. Please choose the keyword that comes up for the following country of origin
32%
21%
11%
5% 4% 4% 2% 1%
-2%-3%
-4%
-9%-9%
-11%-13%
-27%
Good quality Produt to own Reluctant to buy
Total 46% 16% 1%
Male 46% 16% 1%
Female 46% 16% 1%
20-29 44% 17% 1%
30-39 49% 15% 0%
HCM 50% 14% 1%
HN 43% 18% 0%
Low income 44% 16% 1%
High income 48% 16% 0%
Image difference by profileCountry image (vs average)

19. Country images - Europe
Europe is linked with high quality and sophisticated images. “Proud to own” is higher than
US
Q. Please choose the keyword that comes up for the following country of origin
28%
25%
7%
5% 4% 4% 2%
-1%-2%-2%-4%
-6%
-8%
-11%
-13%
-26%
Good quality Produt to own Reluctant to buy
Total 32% 16% 10%
Male 34% 16% 8%
Female 30% 17% 11%
20-29 33% 16% 9%
30-39 31% 17% 10%
HCM 30% 17% 10%
HN 33% 16% 9%
Low income 33% 17% 8%
High income 31% 16% 11%
Image difference by profileCountry image (vs average)

20. Reference

21. Respondent Profile (N=660)
Female
48%
Male
52%
Gender
20-29
48%
30-39
52%
Age Group
5%
17%
24%
26%
28%
Under 4,000,000 VND
4,000,000 - 9,000,000
VND
9,000,001 - 14,000,000
VND
14,000,001 -
20,000,000 VND
Above 20,000,000
VND
Household Income
HCM
47%Hanoi
53%
Area

22. Q&Me – About Online Market Research Services

23. Our Solution
Survey is conducted via mobile phone and the data is processed real-time
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Takes 24 - 48 hours for
most surveys, proving
real-time analysis
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pricing

24. Our Advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 280,000 members as of Aug, 2017
0%
1%
18%
31%
22%
14%
7%
3% 3%
1%
Age
19%
18%
6%
4%3%3%
47%
HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City

25. Our Advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 280,000 members as of Aug, 2017
Married Status Household income Smartphone ownership
Single,
72%
Married
, 25%
Others,
3%
26%
24%
14%
15%
9%
5%
3%
4%
< 5M VND
5 - 7.5M VND
7.5 - 10M VND
10 - 15M VND
15 - 20M VND
20M-30M
30-40M
<40M
27%
25%
18%
8%
8%
6%
15%
18%
Apple
Samsung
Nokia
LG
Asus
Sony
Others
Do not own

26. Contact Us
URL: http://www.qandme.net
Contact: info@qandme.net
Q&Me is operated by Asia Plus Inc.
Asia Plus Inc.
Floor 1 25/7A Nguyen Binh Khiem str., Ben Nghe ward, District 1, HCMC,
Vietnam
Tel. +84 839 100 043