[Research];[Consumer toward Green Marketing]

Market ResearchNo.10 – Dec 2009

HCMC HA NOI DANANG CAN THO

Consumers’ reactions toward “Green Marketing”HIGHLIGHTS:

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About

Viettrack is a monthly market research developed by FTA Research & Consultant, the representative of ESOMAR in Vietnam.

Viettrack is done in accordance to ISO 20252:2006, the international quality standard in market research and ESOMAR Code of Conduct.

Viettrack aims to:Viettrack aims to:Provide snapshots on Vietnam consumers based on 400 Vietnamese consumers across 4 key cities (HCMC = Hanoi = Danang = Can Tho = 100 respondents)Explain market research terms, usage, application, methodologies for Vietnam marketIntroduce new developments in market research worldwide and Asia Pacific regionIntroduce new developments in market research worldwide and Asia Pacific region.Interact with marketers in Vietnam on approach and direction for the most effective and valuable for investment use of market research. Eventually, this would help reduce marketing failures and expand the market research industry in Vietnam

Consumers’ reactions toward “Green Marketing”

“Earth hour” is an annual global activity encourages households and businesses to turn off

non-essential lights and other electrical appliances for one hour to raise awareness towards

climate change.a a g

89Aware •Ads on TV 88% (49% most influenced) •Friends/ relatives 67% (26% most influenced)

N=344, viaBase

%

69

68Joined

Relevant to themselves

•They did not have no free time (32%)•Everybody around them did not join (32%)•Their family did not join (10%)

N=72 aware but did not join because

se on all respondN

=400

57Most relevant to themselves N=228, because it helps •Saving on electronic (51%)•Preventing global warming (21%)•Protecting the environment (15%)

Liking level 3.85

dent,

20Like very much

Like

Liking level

“Earth hour” was widely aware, preferred and relevant thus it

attracted 68% of population to take action.

Ho e er it seems that the acti it is still npop lar and

%

30

48Normal

Dislike

However, it seems that the activity is still unpopular and

unpersuasive to some part of population whereas they did not

join because they did not have time or did not see anybody

doing so.

Q. Awareness & reactions toward “Earth hour” Viettrack Market Research - Dec 2009

2

30

Definitely dislike

N=344 aware

Shopping bags. Coop-mart, Metro and some other supermarkets encourage shoppers to

use reusable shopping bags and avoid using unrecyclable nylon ones.

59AwareN=237, viaBase

•Ads on TV 79% (28% most influenced); •Friends/ relatives 70% (28% most influenced);•POSM 41% (28% most influenced)

%

45

52Joined


• It is inconvenient to use (20%)• It is not popular (13%)

N=31 aware but did not join because

se on all respondN

=400

•POSM 41% (28% most influenced)

38Most relevant to themselves N=151, because •It reduces garbage, protect environment (85%)•It is economical (17%)•It protects our health (8%)

Liking level 3.98

dent,

19Like very much

Like

Liking level

The idea of encouraging using reusable shopping bags is great

(3.98 liking) and attracts 52% population (amongst 59%

) j i

%

62Normal

Dislike

aware) to join.

Advertising on TV, POSM, internet, … can help increase the

awareness rate.

Q. Awareness & reactions toward “reusable shopping bag” Viettrack Market Research - Dec 2009

2

17Definitely dislike

N=237 aware

Go Green is a collaborative effort among Toyota Vietnam, Vietnam Environment

Administration and Ministration of Education & Training to educate the public and

businesses on environmental issues.

16Aware •Ads on TV 97% (43% most influenced); •Advertorials/ forums on internet 52% (15% most influenced);

N=65, viaBase

%

8

14Joined


•Web banner 48% (15% most influenced);•Friends/ relatives 48% (12% most influenced)

• They have no free time (68%)• They don’t know how to join (14%)• They view advertisement but do not see any

N=11* aware but did not join because

se on all respondN

=400

5Most relevant to themselves

They view advertisement but do not see any activities (7%)

N=21, because • It reduces garbage and protects the environment (57%)• It creates a green environment that I live in (19%)• It is very practical (14%)

Liking level 4.0

dent,

31Like very much

Like

Liking level

There is just a small part of the population (14%), more youth, aware & join “Go Green” although the

%

28

40Normal

Dislike

y , j gprogram is considered to be very meaningful & practical.

Again, awareness rate of the program needs a i ifi t i

Q. Awareness & reactions toward “Go Green” Viettrack Market Research - Dec 2009

2

28

Definitely dislikesignificant increase.

N=65 aware

Most are aware of the importance of keeping green, healthy environment and 94% of them find it meaningful both for themselves and the society.

64Help myself aware of keeping green environment

F l h i h b d & b f h l b l i

To myself

36

57

54

Feel together with everybody & be a part of the global in keeping green environment

Happy about myself to contribute to the activities of keeping green environment

Discover environmental issues via these activities

56

36

Educate the youth to aware & join many activities of keeping green environment

To society

51

55Show the responsibility of product brands to the society

Feel that Vietnam is together with the global in keeping the green global environment

6Don’t know/ Don’t care Because: 68% - Don’t like/ don’t care16% - Don’t think the activities are practical12% Did not see everybody join

Although all believe Green Marketing is

Q. Reactions toward “Green Marketing activities” Viettrack Market Research - Dec 2009

12% - Did not see everybody join4% - The activities are not persuasive

Marketing is essential.

N=25

Hanoi people seem to be the most enthusiastic thus they will surely join any further activities for our green planet. Other cities are mostly unsure.

TOTAL HCM HANOI DANANG CANTHO

%


35Will surely join

53

39

89

35

49

Will surely join

If I h f ti

45

57 63

50

If I have free time

N=400 N=100 N=100 N=100 N=100

2 4 1 2 110

Will not join

Q. Will you join further “Green Marketing” activities? Viettrack Market Research - Dec 2009

N 400 N 100 N 100 N 100 N 100

Reaction towards “warning message”g g

Most of people like the message of “smoking can cause lung cancer”. Very few people feel uncomfortable with that.

4.0Liking level

28Like very much

Like

Feeling when seeing the message

47Normal

Dislike88

Normal

2

23Definitely dislike

N=400

88Uncomfortable

Very

111

Veryuncomfortable Because:

67% - Do not see the effectiveness of the message25% - Afraid of cancer disease8% - It might stimulate smokers to smoke more

Q. Like/ dislike about the message “Hut thuoc la gay ung thuphoi”/”smoking can cause lung cancer on cigarette packs Viettrack Market Research - Dec 2009

N=12*

Feel so scared & reduce smoking%

35

Feel a little bit scared but still keep smoking

Overall, the message creates some scary feelings but quite ineffective in forcing smokers to reduce smoking.

28 17

46Ignore it/ don't care

Aggressive reaction because this message couldcause negative feeling & stimulate them to smoke28

Smoker217cause negative feeling & stimulate them to smoke

N=111

%

72

Non-smoker

33Feel so scared & reduce smoking

Feel a little bit scared but still keep smoking

%

N=400

36

29

Ignore it/ don't care

A i ti b thi ld

Q. Reaction when reading the message Viettrack Market Research - Dec 2009

3

36Aggressive reaction because this message couldcause negative feeling & stimulate them to smoke

N=289

HCM & Can Tho people prefer changing the message to make it more scary and serious like “causing death”, “harmful to your health & family”, … illustrated with images.Meanwhile, Hanoi & Danang people suggest more advertising and propagandizing.


235

19 %


499

43

303

10

0101

226

22Change the message"Smoking is harmful to your health"

"Smoking causes death""Smoking is harmful to your health & your family’s health"

23

1512

8

31

80

7

2

24

2020

14

16

2700

13

00

400

1

"Stop smoking to protect your health""Stop moking for your children's future"

Advertise more & moreMore advertising

Posters everywherePropagandize more

612

711

1

6467

191

600

55

2

1100

55

1

210

1115

0More band-rolls on the streetAdd images onto the pack

Image of lung cancerImage of a unhealthy/sick smoker

Some painful death caused by smokingRecommend measures for Government

522223

242212

602122

642136

580200Increase price of cigarettes

Fine those smoking at public placeForbid manufacturing cigarette and smoking

Forbid smoking at public placesHave no idea

Q. How to make the message more convincing? Viettrack Market Research - Dec 2009

N=400 N=100 N=100 N=100 N=100

TOP 10 TVC RANKING

Notes on research design

• FTA monitors and records a list of 30 TVCs that are mostly broadcasted during “golden hour” (07:30PM –

11:00PM) daily. This list is used in the research to identify Top 10 TVC Ranking.

• The next slides are the result of top 10 TVCs viewed and preferred amongst the list of 30 TVCs in November 2009

2009.

Viettrack Market Research - Dec 2009

Overall, “Dr Thanh – nong trong nguoi”, “Pepsi – toi co the”, “Comfort 1 lan xa” top the list of favoriteTVCs.


75

82

95

16

16

18

23

68

%

82

88

97

18

21

22

31

73

74

85

91

10

22

24

25

57

96

83

93

28

7

14

8

79

47

70

97

7

14

11

28

63

Dr Thanh - Nong trong nguoi

Pepsi - Toi Co The

Comfort 1 lan xa - Andy & Lily

Yomost - trai cay pha sua

67

76

64

68

75

13

13

14

14

16

62

79

55

66

82

6

21

5

19

18

59

66

68

68

74

16

12

26

15

10

89

88

86

69

96

17

8

18

5

28

56

71

45

67

47

13

11

5

16

7Yomost trai cay pha sua

Clear men - Cristiano Ronaldo

Ca phe sua Vip

P/S ngua sau rang

Tra xanh C2

59

68

64

71

67

11

11

11

12

13

64

64

86

66

62

9

10

15

4

6

39

58

45

49

59

11

8

8

5

16

87

91

59

85

89

8

10

4

11

17

44

59

65

85

56

17

17

17

26

13Tra xanh C2

Mi Tien Vua

Ca phe Viet

Omo comfort 2 in 1

Pond's - trang hong rang ro

62

60

59

59

8

9

9

11

64

72

79

64

3

12

13

9

44

42

39

39

10

5

5

11

88

84

69

87

14

14

3

8

52

40

49

44

6

6

14

17g g g

Coca cola

Twister cam ep moi

Viso trang sang moi

Q: Which TVCs do you view last month? What top 03 TVCs do you do you like?

N=400 N=100 N=100 N=100 N=100


“Dr Thanh – nong trong nguoi” is still the unique one, then comes “Comfort 1 lan xa” & “Pepsi - Toi cothe”.


16

18

31

21

%Dr Thanh ‐ nong trong nguoi

Comfort 1 lan xa ‐ Andy & Lily

Pepsi toi co the

Clear men ‐ Cristiano Ronaldo 14

23

36

28

19

19

35

39

6

21

17

8

25

10

35

9

10

10

11

14Yomost trai cay pha sua

Omo Comfort 2 in 1

Nuoc sua chen Sunlight ‐ dung it tiet kiem nhieu

Sua Co gai Ha Lan 5X DHA 19

5

7

18

7

6

10

12

8

13

10

13

7

17

17

13

9

10

10

10Tra C2

Ca phe sua Vip

Twister cam ep moi

Coca cola 18

6

3

2

6

7

22

18

2

19

9

9

11

6

6

11

8

9

9

N=400 N=100 N=100 N=100 N=100

P/S ngua sau rang

Tide ‐ luc hut nam cham

Ca phe Viet ‐ thu san pham 14

7

17

3

8

5

2

7

8

11

15

7

N=400 N=100 N=100 N=100 N=100

Q: What top 03 TVCs do you do you think is unique? Viettrack Market Research - Dec 2009

Perception on “Vietnamese High Quality products”

The definition of “Made in Vietnam” products is still unclear. And the truth is that consumers only concernabout where product are manufactured.


%


26 2432

9Multinational company,manufacturing in Vietnam,suit Vietnamese

31 33

34

263932suit Vietnamese

consumer's taste

Joint venture company(Vietnam-foreign),

f t i i Vi t

43 4334

65

2834manufacturing in Vietnam,

suit Vietnameseconsumer's taste

Domestic or privatecompany, manufacturing

N=400 N=100 N=100 N=100 N=100

33 34in Vietnam, suitVietnamese consumer'staste

Q: Which one is the right definition for “Hang Vietnam”/Vietnam Product”?Viettrack Market Research - Dec 2009

N 400 N 100 N 100 N 100 N 100

Interestingly, all listed products are associated with Vietnamese goods, amongst, P/S & G7 are stronglyassociated to Vietnamese products, then comes Dr. Thanh & C2.

Means


LiptonDr.Thanh

N tVIET

VIET

VIET

VIET

VIET

NesteaC2

MiloClear

SunsilkOmo

TNAM

TNAM

TNAM

TNAM

TNAM

TidePond'sMaggiKnoor

Aji-ngonChinsu

ESE

ESE

ESE

ESE

ESE

LavieAquafina

VimNuoc tay con vit Duck

Kem danh rang P/SG7

1 2 3 4 5

Q: For each of the following common brands, please let us know your agreement level if

N=400 N=100 N=100 N=100 N=100

Nescafe1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5


we say these brands are Vietnamese brands. Base on the scale of 5.1. Definitely disagree (that this brand is Vietnamese)2. Disagree (that this brand is Vietnamese)3. Not sure (that this brand is Vietnamese)4. Agree (that this brand is Vietnamese)5. Totally agree (that this brand is Vietnamese)

Good news is that 48% respondents prefer “Hang Vietnam chat luong cao”/Vietnam high –quality product.


%


1718 13

9 11 416

5I totally prefer imported to"Vietnamese high qualityproducts"

26 28 33

20

23

17 16

20I prefer imported to"Vietnamese high qualityproducts"

I don't care about the origin,just purchase the product I

3737 37

2549

just purchase the product Iusually use/ like to use

I prefer "Vietnamese highquality products" because itsuits my pocket

N=400 N=100 N=100 N=100 N=100

11 8 819

10

I totally use "Vietnamesehigh quality products"because I'm Vietnamese

Viettrack Market Research - Dec 2009Q: Perception on “Hang Vietnam Chat luong cao” compared to imported goods?

N 400 N 100 N 100 N 100 N 100

Thông tin ngành nghiên cứu thị trường

Tiêu chuẩn chất lượng ngành nghiên cứu thị trường

ISO 20252:2006ISO 20252:2006

ISO 20252:2006 là tiêu chuẩn chất lượng ngành nghiên cứu thị trường do Tổ chức tiêu chuẩn quốc tế ISO ban hành năm 2006. Theo công bố của MRQSA (Market Research Quality Standards Association, tạm dịch: Hiệphội tiêu chuẩn nghiên cứu thị trường), hiện nay trên thế giới có khoảng 70 đơn vị nghiên cứu thị trường đượcchứng nhận tiêu chuẩn ISO 20252chứng nhận tiêu chuẩn ISO 20252.

FTA là công ty nghiên cứu thị trường đầu tiên tại Việt Nam đạt được chứng nhận ISO 20252

ISO 202252ISO 202252

Trong khi ISO 9001 thể hiện tiêu chuẩn quản lý của bất kỳ một công ty hay tổ chức, ISO 20252 là tiêu chuẩn chấtlượng của sản phẩm nghiên cứu trong lĩnh vực nghiên cứu thị trường. Vì vậy, ISO 20252 quy định nghiêm ngặtnhững quy trình tạo ra và kiểm soát chất lượng sản phẩm nghiên cứu. g q y ạ ợ g p g

• Tiêu chuẩn 20252 yêu cầu nghiêm ngặt trong quá trình thu thập thông tin, xử lý dữ liệu và báo cáo. Kiểm trachất lượng (quality control) phải luôn được tuân thủ trong tất cả các bước trên.

• Tiêu chuẩn này cũng quy định năng lực và kinh nghiệm của đội ngũ thu thập thông tin và phân tích dữ liệu nhất• Tiêu chuẩn này cũng quy định năng lực và kinh nghiệm của đội ngũ thu thập thông tin và phân tích dữ liệu, nhấtlà các dự án kỹ thuật đặc thù (như ngành dược, y tế, v..v). Để thực hiện một buổi thảo luận nhóm (nghiên cứuđịnh tính), người hướng dẫn thảo luận (moderator) phải tìm hiểu đề tài thảo luận (sản phẩm, ngành hàng, đốitượng người tiêu dùng, v…v…) ngoài những kỹ năng có sẵn qua đào tạo và kinh nghiệm làm việc như: tâm lýnhóm, gợi mở và khuyến khích đáp viên chia sẻ ý kiến. Việc phân tích dữ liệu cũng dựa trên một quy trình chuẩnđể hạn chế tối thiểu quan điểm chủ quan của người phân tích.ạ q q g p

• Công ty nghiên cứu thị trường phải có trách nhiệm bảo mật thông tin cho khách hàng. Ví dụ: đơn vị làm nghiêncứu phải có cơ chế và công cụ bảo đảm mẫu sản phẩm mới do khách hàng ủy thác sử dụng thử nghiệm trong khinghiên cứu không bị tiết lộ ra ngoài, đặc biệt là không có rủi ro rơi vào tay của đối thủ. Khả năng bảo mật thểhiện tính chuyên nghiệp trong nghiên cứu thị trường.hiện tính chuyên nghiệp trong nghiên cứu thị trường.

Month Market Research

Viettrack is done in accordance to ISO 20252, the international quality standard in market research industry.

The next Viettrack will come in on 15th January 2009Your feedback and enquiry on Viettrack is highly appreciated.

Contact: Truong Vu Thuy Loan, CRM ManagerTel: +84 8 3514 2584E il l t @ftEmail: [email protected]

Business

[Research];[Consumer toward Green Marketing]