consumer’s shopping habit for Tet holiday

2. Market research top-line
HCMC
Jan. 2013
HANOI
DANANG
THEME:
CONSUMER’S SHOPPING HABIT FOR TET HOLIDAY
*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. 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.
TOTAL
HCM
HN
ĐN
%
Opportunity for all members in
the family to get together
89
Traditional holidays
88
Relaxing period and have
more time for family/ friends
Ideal time for travelling
43
69
60
76
17
2
N=300
89
78
51
32
93
84
68
62
92
91
73
72
Long holidays
Is the same as everyday
81
82
Most special occasion of the
year
87
89
35
6
N=100
N=100
N=100
Base on all respondents

6. Perception about Tet has been changed comparing to the
last 10 years.
•
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
(base on respondent who said that
there are differences)
Overall HCMC
HN
DN
35
30
31
45
Unchanged
30.9%
17.1%
49.3%
Variety products and widely available 29.9%
%
N=69
No longer warm/ happy asmostphere
32.5%
as before
DN
N=70
38.2%
14.3%
39.1%
Traditional activities to prepare for
20.1%
Tet almost gone
HN
N=55
5.5%
14.3%
37.7%
20.0%
17.1%
15.9%
No longer for firework 13.4%
HCMC
N=15
No longer family gathering as before 17.5%
TOTAL
14.5%
2.9%
23.2%
More decoration along roads and
10.3%
more events
9.1%
12.9%
8.7%
CHANGES
Changed
65
70
69
55
More expensive price
N=100
N=100
N=100
32.7%
Animated asmostphere
N=300
9.8%
6.7%
5.5%
1.4%
14.3%
More entertainment center opening
6.7%
on Tet
18.6%
More crowded and animated on road 5.2%
14.3%

7. 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.
TOTAL
HCMC
Square glutinous rice cake
79
Peach blossom
65
Swallow
New Year's tree
27
N=300
86
98
67
50
82
64
37
30
49
28
23
N=100
85
62
34
39
%
95
90
66
Water melon
DN
68
83
Golden apricot
HN
N=100
31
N=100
Base on all respondents

8. Tet’s activities

9. Product usually buy before Tet
• 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.
TOTAL
HCMC
DN
HN
%
Confectionary/ Jam
99
98
99
100
Beverages
98
98
97
100
Clothes
97
100
93
98
Food
94
Gift
83
90
88
Home decoration product
Household electronic/
appliances
Jewelry
Home furniture
22
41
25
Mobile phone
24
10
12
N=300
N=100
86
92
28
30
75
100
61
80
100
100
40
21
7
27
30
12
5
N=100
14
N=100
Base on all respondents

10. Shopping period before 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.
TOTAL
More than 6 weeks
before Tet
1
25
1
18
HCMC
3
2
1
27
54
1
1
27
18
5 - 6 weeks before
Tet
DN
HN
23
3
2
31
6
%
29
45
37
52
3
48
3 - 4 weeks before
Tet
58
63
52
64
1 - 2 weeks before
Tet
52
34
Less than 1 week
before tet
69
15
18
BeverageBiscuit
N=265
44
8
BeverageBiscuit
N=90
66
52
47
17
Gift
62
Gift
7
BeverageBiscuit
N=100
4
Gift
4
3
BeverageBiscuit
Gift
N=75
Base on respondents who buy beverage/ biscuit/ candy/ Jam, etc. for Tet

11. Tet’s shopping location - beverage
•
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.
HCMC
TOTAL
HN
Usually buy
Supermarket
55
Mid - Big scale grocery
22
Wet market (inside)
5
Small scale grocery
2
Convenience store
2
57
18
39
27
2
14
N=265
56
30
3
9
4
57
57
70
17
44
12
9
59
12
12
15
25
21
4
14
N=90
97
69
8
35
10
18
80
13
21
%
Buy most often
43
14
5
Wet market (outside)
53
32
9
Metro
82
DN
12
16
2
N=100
4
N=75
Base on respondents who buy beverage/ biscuit/ candy/ Jam, etc. for Tet

12. 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.
HCMC
TOTAL
HN
Usually buy
Supermarket
44
Mid - Big scale grocery
21
Wet market (inside)
18
Metro
Wet market (outside)
25
5
7
Small scale grocery
3
Convenience store
2
74
46
62
41
N=265
97
63
53
56
57
20
45
10
9
56
11
50
19
11
3
6
24
17
35
39
1
47
27
8
%
Buy most often
61
31
DN
7
7
1
16
21
22
7
5
11
17
3
N=90
12
N=100
4
N=75
Base on respondents who buy beverage/ biscuit/ candy/ Jam, etc. for Tet

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

14. Source of information for Tet’s shopping
•
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.
HCMC
TOTAL
HN
Reference
Family/ friend
TV commercial
Recommend from sellers
12
Newspaper and magazine
Outdoor advertising (poster, signboard)
9
Radio
4
No source of information
24
2
14
17
4
8
9
5
11
5
5
8
8
N=300
N=100
61
69
14
38
7
41
2
40
2
1
2
1
12
26
2
16
2
4
13
POSM
28
23
3
1
Brochure
47
32
1
14
97
91
49
11
60
5
63
65
80
63
36
3
47
22
5
Internet
89
86
73
15
%
most reference
91
58
DN
22
35
6
6
N=100
N=100
Base on all respondent

15. Shopping products for Tet’s gift
•
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.
TOTAL
HCMC
HN
DN
%
Hamper
74
Beverage
74
Food
86
82
Jam
Square glutinous rice…
Fruit
Fresh flower
Fake flower
10
No gift
8
N=300
51
19
28
10
12
Jelwery
46
46
19
22
60
36
33
43
65
54
50
44
67
70
24
46
64
76
52
62
53
76
71
71
Candy
84
2
25
5
7
N=100
23
16
N=100
N=100
Base on all respondents

16. 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.
TOTAL
HCMC
HN
DN
%
CSD
89
Beer
87
99
85
white/ red wine
Tea
Milk
33
Bird's Nest
20
N=222
N=82
73
43
50
18
7
9
55
75
50
36
73
93
28
40
Instant coffee
78
23
55
Raw coffee
91
29
59
94
66
55
68
Whisky/ Cognac
87
38
41
56
12
N=76
44
N=64
Base on respondents who buy gift for Tet

17. Important factors when choosing gifts 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.
TOTAL
18
Affordable price
18
Famous/ reliable brand
16
Value for money
Wide availability
73
28
3
28
2
3
1
A lot of advertising
18
1
N=265
26
1
21
22
N=90
50
25
2
23
1
10
N=100
84
72
5
77
4
1
33
40
3
49
3
3
20
35
24
68
2
87
17
17
12
26
39
56
9
47
27
22
36
1
Recommended from sellers
36
71
33
2
85
11
59
14
53
9
53
2
58
8
60
11
67
18
%
39
78
26
64
DN
64
2
61
3
Unique product
30
45
9
Good advertising
Attractive promotion
65
10
Premium pack
the most important
77
17
73
20
Special pack for Tet
HN
Important
High quality product
HCMC
3
27
39
N=75
Base on respondents who buy gift for Tet

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

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

20. 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
TOTAL
HCMC
HN
DN
%
Tea
78
Biscuit/ Cookies
76
Candy
75
Coffee
74
Jam
74
53
white/ red wine
72
52
Dry fruit
69
74
Chocolate (Socola)
67
74
62
Nuts
66
79
61
Beer
Cigarette
26
Milk
Fresh fruit
19
2
N=265
75
64
83
71
88
67
53
76
45
33
18
10
44
33
2
63
7
77
87
54
N=90
92
78
28
10
68
90
48
28
69
77
62
34
Whisky/ Cognac
72
72
77
57
Bird's Nest
86
83
60
CSD
69
4
40
12
N=100
N=75
Base on respondents who buy gift for Tet

21. 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.
HCM
TOTAL
HN
Like
Heineken
Tiger
333
13
Ha Noi beer
Carlsberg
Green Larue
3
3
3
Gambrinus
1
Zorok
1
Sapporo
1
77
17
14
18
10
18
11
N=265
64
14
41
69
21
13
64
56
4
11
15
23
6
1
6
1
2
30
2
2
60
7
2
1
1
16
N=90
98
48
2
22
1
100
50
66
19
28
8
98
23
57
%
Like the most
41
67
15
Red Larue
100
47
ĐN
61
9
8
2
3
N=100
1
17
24
15
N=75
Base on respondents who buy gift for Tet

22. Preferred CSD brand inside hamper
•
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.
HCM
TOTAL
HN
Like
Cocacola
46
Pepsi
Fanta
5
Sprite
4
Mirinda
3
Orangina
2
Big cola
1
Chuong Duong
1
Bidrico
59
92
56
37
1
28
14
22
9
11
N=265
42
3
2
3
31
1
0
19
10
16
2
3
N=90
45
12
17
2
1
24
35
12
16
1
13
65
12
29
3
89
19
43
26
89
37
4
2
32
85
76
22
7
38
%
93
36
54
7
Like the most
40
85
26
7UP
89
ĐN
N=100
36
5
20
1
27
8
16
N=75
Base on respondents who buy gift for Tet

23. Preferred biscuit brand inside hamper
•
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.
HCM
TOTAL
HN
Like
Danisa
Oreo
54
14
Ritz
Arsenal
4
White Castle
4
Story
4
Dk
2
Orirental
2
Tiger
22
31
3
25
19
28
2
N=265
1
21
4
2
20
2
N=90
25
33
4
20
1
2
32
1
17
N=100
40
3
5
17
35
5
14
26
32
9
28
1
3
48
16
34
6
2
2
8
8
61
20
24
8
8
27
37
12
25
6
16
68
41
13
4
7
%
37
40
12
6
2
16
76
61
11
4
3
3
British
20
4
Like the most
43
37
11
Korento
Goodies
62
32
ĐN
1
21
16
N=75
Base on respondents who buy gift for Tet

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

25. 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
HCM
TOTAL
HN
Like
G7 (Trung Nguyen)
Nescafe
Americafe
27
5
1
18
19
29
6
90
46
80
95
31
85
31
91
31
68
76
15
11
24
4
16
1
9
13
87
76
73
15
Maccoffee
26
%
Like the most
44
85
29
Vinacafe
Moment (Vinamilk)
90
41
ĐN
16
25
49
44
3
9
6
17
16
Cafe Viet
1
0
1
2
1
BKcoffee (Bikacafe)
3
3
3
1
Eagle Express
2
2
1
1
N=265
N=90
1
N=100
1
N=75
Base on respondents who buy gift for Tet

26. 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.
TOTAL
HCM
HN
88
Greetings to grand parents
80
Stay homne
Eat/ drink at home
60
Visit bosses' house for…
Go to entertainment…
Travel domestic
Play game
7
1
16
13
N=100
20
11
10
4
2
N=300
27
27
36
7
37
21
22
19
39
24
48
20
Visit clients/ partners'…
Overseas travelling
16
22
55
37
23
Go to cinema
64
25
20
26
Go to shopping mall/…
67
52
44
32
81
48
47
41
Go to coffee shop
79
42
64
54
Watch TV/ film at home
73
59
59
61
90
80
64
67
Comeback to hometown
%
93
83
79
Visit friend's house/…
ĐN
N=100
11
2
N=100
Base on all respondents

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

28. Salary & Bonus
Salary
Overall
5
Lower salary
compare with
last year
HCMC
3
HN
9
Tet bonus salary
DN
3
56
13
HN
DN
6
%
12
20
49
59
Equivalent
bonus compare
with last year
Equivalent
salary compare
with last year
HCMC
%
Lower bonus
compare with
last year
37
51
Overall
56
65
56
60
Higher salary
compare with
last year
44
N=205
•
35
N=65
N=77
38
N=63
Higher bonus
compare with
last year
44
31
N=179
23
N=63
N=52
23
N=64
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

29. Thank you