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Vietnam's coffee consumer behavior

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The survey was conducted by MarketIntello in 2016 to explore consumer's preferences in buying and using coffee products.

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Vietnam's coffee consumer behavior

  1. 1. Consumer Behavior Survey COFFEE MARKET
  2. 2. Contents Industry overview Survey results Executive summary General information about the survey 2
  3. 3. EXECUTIVE SUMMARY [1] Brand awareness  Trung Nguyên is the brand with the highest level of brand recall (82.1%)  High proportions of respondents replied that they have consumed Trung Nguyên (98.1%), Nescafe (87.8%) and Vinacafe (76.3%) [2] Customer satisfaction  Trung Nguyên has the highest proportion of satisfied customers, followed by Nescafe
  4. 4. [3] Consuming habits  Common average consumption frequency is one cup per day (45.7%)  Coffee with added sugar, milk is more common used than black coffee  Respondents over 55 years old consume black coffee more often than younger respondents  Roasted coffee powder is more common (90.2%) than roasted coffee beans [4] Factors influencing customers’ buying decisions  Brand, habits and hobbies and product quality mainly influence customers’ buying decisions  Women are mainly influenced by product quality (64.1%) and brand (53.1%)  Men are mainly influenced by habits and hobbies (67.9%) EXECUTIVE SUMMARY 4
  5. 5. [5] Brand loyalty When a shopping location runs out of the regularly consumed products, 30.9% of Nescafe consumers will switch to other products. The figure for Vinacafe is 20% and the figure for Trung Nguyên is the lowest, 16.8% [6] Channels to access product information  Grocery stores are the most common product channel, the second most common channel is supermarkets  Distance and location and reputation mainly affect customers’ shopping location choices (78.8% and 72.4%)  TV and Word of mouth are the most common channels to access product information EXECUTIVE SUMMARY 5
  6. 6. Contents Industry overview Survey results Executive summary General information about the survey 6
  7. 7. COFFEE INDUSTRY OVERVIEW Season 2015/2016 - Growing area increases by 0.2% compared to the season 2014/2015 - Production output increases by 6.93% compared to the season 2014/2015 Source: U.S. Department of Agriculture (USDA) and International Coffee Organization (ICO) Unit: thousand tons 1560 1590 1790 1644 1758 2011/2012 2012/2013 2013/2014 2014/2015 2015/2016 Coffee production output increases by 3.03% on average seasonally over the period 2011-2016 7
  8. 8. Source: U.S. Department of Agriculture (USDA) and International Coffee Organization (ICO) In 2015: Domestic coffee consumption: 156.000 tons In which: - Roasted coffee: accounts for 2/3 - Instant coffee: accounts for relatively 1/3 of total domestic consumption Domestic coffee consumption increases by 11.75% on average over the period 2011-2016 100 109,5 120,5 133 156 2011/2012 2012/2013 2013/2014 2014/2015 2015/2016 Unit: thousand tons COFFEE INDUSTRY OVERVIEW 8
  9. 9. Contents Industry overview Survey results Executive summary General information about the survey 9
  10. 10. SURVEY RESULTS • BRAND AWARENESS AND CUSTOMER SATISFACTION • CONSUMING HABITS • FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS • BRAND LOYALTY • SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES • CHANNELS TO ACCESS PRODUCT INFORMATION • PROMOTION FORMS 10
  11. 11. BRAND AWARENESS Brand recall (%) 82.1 34.0 20.5 1.9 2.6 0.0 Brand recognition (%) 100 94.2 91.9 42.5 46.7 43.6 BRAND AWARENESS AND CUSTOMER SATISFACTION Trung Nguyên has the highest level of brand awareness 11
  12. 12. BRAND AWARENESS – BY INCOME Unit: % BRAND AWARENESS AND CUSTOMER SATISFACTION Higher income respondents recognize better Birdy Highlands MacCoffee Brands Under 10 mn VND From 10 to under 20 mn VND 20 mn VND and higher Trung Nguyên 100 100 100 Nescafe 97.4 96.1 94.6 Vinacafe 92.3 92.1 97.3 Highlands 28.2 43.4 54.1 Birdy 33.3 47.4 62.2 MacCoffee 23.1 47.4 56.7 12
  13. 13. BRAND POPULARITY 98.1% 87.8% 76.3% 24.4% 26.3% 21.2% Trung Nguyên Nescafe Vinacafe Highlands Birdy MacCoffee BRAND AWARENESS AND CUSTOMER SATISFACTION Trung Nguyên Nescafe Vinacafe are the most popular brands 13
  14. 14. CURRENT CONSUMPTION Trung Nguyên has the highest proportion of consumers using products in the last month, 60.9% 0.6% 4.5% 5.8% 16.0% 33.3% 60.9% 0 10 20 30 40 50 60 70 BRAND AWARENESS AND CUSTOMER SATISFACTION 14
  15. 15. CONSUMER SATISFATION The highest proportion of satisfied consumers 1. Trung Nguyên: 78.3% 2. Nescafe: 55.6% BRAND AWARENESS AND CUSTOMER SATISFACTION 78,3 55,6 47,4 45,9 24,4 29,0 20,4 36,1 41,2 48,6 58,5 64,5 1,3 8,3 11,4 5,5 17,1 6,5 0% 20% 40% 60% 80% 100% Trung Nguyên Nescafe Vinacafe Highlands Birdy MacCoffee Satisfied Neutral Dissatisfied 15
  16. 16. SURVEY RESULTS • BRAND AWARENESS AND CUSTOMER SATISFACTION • CONSUMING HABITS • FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS • BRAND LOYALTY • SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES • CHANNELS TO ACCESS PRODUCT INFORMATION • PROMOTION FORMS 16
  17. 17. COFFEE TYPES COMMONLY CONSUMED IN HOUSEHOLDS Instant coffee is consumed by most of the households, 98.1% 98.1% 39.1% 19.2% Cà phê hòa tan Cà phê rang xay Cà phê uống liềnInstant coffee Roasted coffee Ready-to-drink coffee CONSUMING HABITS 17
  18. 18. CONSUMING HABITS Common average consuming frequency is one cup per day (45.7%) Most of the respondents consume coffee with added sugar, milk (83.1%) 29.3% 45.7% 25.0% Mỗi ngày 2 cốc hoặc nhiều hơn Mỗi ngày 1 cốc Mỗi tuần vài cốcTwo cups per day or more One cup per day Several cups per week CONSUMING HABITS Milk coffee 83.1% Black coffee 16.9% 18
  19. 19. CONSUMING HABITS 93,5 84,8 87,5 64,5 6,5 15,2 12,5 35,5 0% 20% 40% 60% 80% 100% <=30 years old 31-40 years old 41-55 years old >55 years old 71,4 85,8 28,6 14,2 0% 20% 40% 60% 80% 100% Milk coffee Black coffee Respondents over 55 years old consume black coffee more than younger respondents do Almost women consume milk coffee CONSUMING HABITS 19
  20. 20. CONSUMING HABITS Instant coffee Almost respondents consume instant coffee with added sugar, milk (92.1%) CONSUMING HABITS Black coffee 7.9% With added sugar, milk 92.1% Powder, 90.2% Coffee bean, 9.8% Roasted coffee Almost respondents consume roasted coffee powder (90.2%) 20
  21. 21. SURVEY RESULTS • BRAND AWARENESS AND CUSTOMER SATISFACTION • CONSUMING HABITS • FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS • BRAND LOYALTY • SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES • CHANNELS TO ACCESS PRODUCT INFORMATION • PROMOTION FORMS 21
  22. 22. FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS 22 Packaging, design 5.8% Popularity 9.6% Brand 51.9% Habits and hobbies 55.8% Product quality 64.1% Price 21.2% Pervasiveness of counterfeited products 8.3% Easy to access 3.2% Promotions 2.2% Size, capacity 5.1% FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS 22
  23. 23. FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS – BY GENDER 67,9 64,1 53,9 0 10 20 30 40 50 60 70 80 % Nam Nữ Product quality Brand Easy to access Origin Price PopularityPervasiveness of counterfeited products Size, capacity Packagin g, design Habits and hobbies Promotions Male Female Women are influenced mainly by brand Men are mainly influenced by habits and hobbies FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS 23
  24. 24. FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS - BY INCOME Factors Under 10 mn VND (%) From 10 to under 20 mn VND (%) 20 mn VND and higher (%) Product quality 53.8 67.1 70.3 Habits and hobbies 53.8 57.9 54.1 Brand 41.0 53.9 62.2 Price 30.8 17.1 21.6 Origin 28.2 34.2 27.0 Pervasiveness of counterfeited product 10.3 5.3 8.1 Popularity 10.3 9.2 10.8 Access to product 7.7 1.3 0.0 Packaging, design 5.1 6.6 5.4 Size, capacity 2.6 6.6 5.4 Promotions 2.6 0.0 8.1 FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS 24
  25. 25. SURVEY RESULTS • BRAND AWARENESS AND CUSTOMER SATISFACTION • CONSUMING HABITS • FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS • BRAND LOYALTY • SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES • CHANNELS TO ACCESS PRODUCT INFORMATION 25
  26. 26. BRAND LOYALTY Given bad news about the regularly consumed product: 50.3% of respondents verify information  3.9% of respondents continue purchasing Stop purchasing 45.8%Verify informatio n 50.3% Continue purchasing 3.9% BRAND LOYALTY 26
  27. 27. BRAND LOYALTY In case a shopping location runs out of the regularly consumed product:  54.8% of respondents buy at other locations  21.9% of respondents will switch to other products Switch to other products 21.9% Wait until the products are available 23.2% Buy at other locations 54.8% BRAND LOYALTY 27
  28. 28. BRAND LOYALTY 16,8 20 30,8 56,8 48 51,9 26,4 32 17,3 0% 20% 40% 60% 80% 100% Lựa chọn sản phẩm thay thế khác Mua nơi khác Chờ đến khi có sản phẩm sẽ mua In case a shopping location runs out of the regularly consumed brand:  Trung Nguyên customers are the most loyal compared to other brands’ customers Nescafe consumers switch to other brands the most often compared to other brands’ customers Switch to another brand Buy at other locations Wait until the products are available BRAND LOYALTY 28
  29. 29. SURVEY RESULTS • BRAND AWARENESS AND CUSTOMER SATISFACTION • CONSUMING HABITS • FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS • BRAND LOYALTY • SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES • CHANNELS TO ACCESS PRODUCT INFORMATION • PROMOTION FORMS 29
  30. 30. SHOPPING LOCATIONS Main shopping locations are grocery stores (52.5%) and supermarkets (48.1%) SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES 30 48,1 23,7 2,5 52,5 0,6 94,9 0% 20% 40% 60% 80% 100% Super markets Convenience stores Markets Grocery stores Online purchasing Ussally Sometimes Seldomly Never
  31. 31. FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES 78.8% Distance and location Reputation 21.8% Price 12.8% Promotions 44.2% Products variety 9% Means of payment 6.4% Delivery service 72.4% SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES 31
  32. 32. SURVEY RESULTS • BRAND AWARENESS AND CUSTOMER SATISFACTION • CONSUMING HABITS • FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS • BRAND LOYALTY • SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES • CHANNELS TO ACCESS PRODUCT INFORMATION • PROMOTION FORMS 32
  33. 33. CHANNELS TO ACCESS PRODUCT INFORMATION Tivi, đài 93% Người thân, bạn bè 62% Internet 52.6% Salesmen 36.3% Newspapers, magazines 35.8% Leaflets, posters 22.9% Advertisement on Buses 22.4% Banners in public 18.4% Forums 11.4% Cultural, musical event sponsorship 18.9% TV and radio 90.4% Relatives, friends 66% Advertisement in cinemas 12.9% TV and radio are the most common channels to access product information, 90.4% Accessing information through word of mouth is relatively common, 66% CHANNELS TO ACCESS PRODUCT INFORMATION 33
  34. 34. CHANNELS TO ACCESS PRODUCT INFORMATION – BY AGE Channels <=30 years old 31-40 years old 41-55 years old Over 55 years old TV, radio 82.9 91.7 97.6 87.5 Internet 74.3 70.8 34.1 25.0 Relatives, friends 57.1 52.1 85.4 71.9 Salesmen 40.0 20.8 45.0 50.0 Banner in public 31.4 8.3 39.0 6.3 Advertisement on buses 22.9 12.5 41.5 15.6 Newspapers, magazines 20.0 45.8 51.2 25.0 Advertisement in Cinemas 20.0 4.2 12.2 3.2 Leaflets, posters 17.1 18.8 46.3 18.8 Cultural, musical event sponsorship 14.3 6.3 22.0 15.6 Forums 8.6 6.3 22.0 9.4 CHANNELS TO ACCESS PRODUCT INFORMATION Unit: % 34
  35. 35. SURVEY RESULTS • BRAND AWARENESS AND CUSTOMER SATISFACTION • CONSUMING HABITS • FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS • BRAND LOYALTY • SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES • CHANNELS TO ACCESS PRODUCT INFORMATION • PROMOTION FORMS 35
  36. 36. PREFERED PROMOTION FORMS – BY GENDER “Bonus offers” is the most preferred promotion form, the second preferred promotion is “Price discounts” 32.0 20.0 28.0 8.0 12.0 41.1 21.4 27.7 2.7 7.1 Tặng sản phẩm Tặng quà là sản phẩm khác Giảm giá sản phẩm Rút thăm trúng thưởng Tặng phiếu mua hàng Nam Nữ Bonus offers Promotional gifts Price discounts Lucky draw Vouchers Male Female PROMOTION FORMS 36
  37. 37. PREFERED PROMOTION FORMS – BY AGE Promotion forms <=30 years old 31-40 years old 41-55 years old Over 55 years old Bonus offers 29.4 34.8 55.5 38.1 Promotional gifts 35.3 17.4 13.9 19.0 Price discounts 32.4 30.4 19.4 28.6 Lucky draw 0 6.5 0 9.5 Vouchers 2.9 10.9 11.1 4.8 Respondents over 40 years old prefer bonus offers Young respondents prefer Promotional gifts and Price discounts Unit: % PROMOTION FORMS 37
  38. 38. Contents Industry overview Survey results Executive summary General information about the survey 38
  39. 39. GENERAL INFORMATION ABOUT THE SURVEY  Study sites: Hanoi  Survey period: July 2016  Sample size: 156 households  Sampling method: random sampling  Survey method: face to face interviews 39
  40. 40. GENERAL INFORMATION ABOUT RESPONDENTS 30,8 20,5 19,9 13,5 10,3 3,2 1,9 Occupations 3,3 22,4 50 21,1 3,3 Housewives, retirees Officers Business- men Unskilled, Freelance workers Service staffs salesmen Manu- facturers Managers <5 mn VND Form 5 to 10 mn VND From 10 to 20 mn VND From 20 to 40 mn VND >= 40 mn VND Household monthly income 16-30 years old 22.4% 31-40 years old 30.8% 41-50 years old 16.7% 51-60 years old 18,.% Over 60 years old 11.5% Age 40
  41. 41. 41 CONTACT HEAD OFFICE - Hanoi Suite 305-307, 12 Trang Thi Street Hoan Kiem District, Hanoi Tel: (+84)04-39351419 Fax: (+84)04-39351418 BRANCH OFFICE – Ho Chi Minh City 15th Floor, Unit D1502, The Manor Officetel, 91 Nguyen Huu Canh Street, Binh Thanh District, Ho Chi Minh City Tel : (84-8) 3507 0622 Website: www.marketintello.com Email: info@marketintello.com
  42. 42. MARKETINTELLO | INTRODUCTION 42 DEPOCEN was founded in 2005 as an independent research organization, and has gained its reputation among the development and policy research and consultancy community with its wide range of research into socio-economic issues, sector specifics, macro-economic policies, business and investment environments, trade liberalization, governance, and the public sector. DEPOCEN MARKETINTELLO MarketIntello is headquartered in Hanoi and has a branch in Ho Chi Minh City. We offer comprehensive market research packages on a national scale. MarketIntello is striving to become one of the leading research and consulting firms in Vietnam with the highest standard of market research services. Market research service MarketIntello was founded in 2015 as an initiative of DEPOCEN in response to the increasing requests for market studies and research from corporate clients. Strongly backed by DEPOCEN, the firm has a research team with full capacity of providing survey, comprehensive and intelligent information, analytic solutions, and industry research for both domestic and international clients
  43. 43. MARKETINTELLO | VISION AND MISSION Mission Vision A leading research and consultancy firm that excels on rigorous scientific disciplines, advanced analytical techniques, and real-time data and information to serve clients To provide market insights and credible solutions through market research and consultancy 43
  44. 44. MARKETINTELLO | SERVICES AND CLIENTS Periodic reports *Please access website www.marketintello.com for new released reports 44
  45. 45. MARKETINTELLO|SERVICES AND CLIENTS Clients 45

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