Vie Track 04 Full Report - Eng - Revised - 16 May 2011

8/6/2019 Vie Track 04 Full Report - Eng - Revised - 16 May 2011

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Market research top-line Apr 2011

Young consumers aged 20-29 l ifestyle and behavior

HIGHLIGHTS:

HCMC HA NOI DANANG CANTHO


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About

Viettrack is a monthly research news-letter developed by FTA Research & Consultant,the representative of ESOMAR in Viet Nam. It is conducted base on a monthly

research. It aims at delivering comment, evaluation and true feeling of research

objects about present times economic situation as well as promotion campaigns or

products to producers and marketers. It is expected to help them understand to offer

better service to unsatisfied demand of consumers.

Viettrack is done according to ISO 20252:2006, the international quality standard in

market research and ESOMAR Code of Conduct.

Viettrack Apr 2011 is conducted on the population aged 20 29, in 4 largest cities of

Vietnam (Hochiminh, Hanoi, Danang, Cantho) with the sample size N=600. This

study aims to portrait the young consumers aged 20 29 year old in the general

scenario. Thus, this information will help marketers got a general image about this

consumer target for making their marketing strategy.


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Habits &Lifestyle

Personalinformation

Media habit

Expenditure& Purchase

habit

Table of cont ent


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Habits &Lifestyle

Personalinformation

Media habit

Expenditure &Purchasehabit


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N = 600

Activities & Leisure

9

14

20

74

23

26

68

80

85

33

44

55

69

76

79

95

Organization/Club activities

Community/Charity

Office/School activities

Meeting with friends

Going to movie/drama

Going to music show

Shopping

Going to coffee shop

Eating out

Doing exercise/Playing

Reading book

Spending time with family

Reading news/magazine

Online

Listenning to music

Watching TV

Activities/Leisure that often do?

%

AT

HOM

ELEISURE

OUTSIDE

LEISURE/ACTIVITIES

SOCIAL

ACTIVITIES

Hanging out with friends,eating out, going to coffeeshops and shopping are themost favorite activities for thetime outside.

Watching TV, online andlistening to music are the mostpreferred leisure at home.

Except hanging out withfriends, the time for other socialactivities is not remarkable


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Differences across target groups about activities & leisure

N=

HCM

150

HN

150

DN

150

CT

150

20-24

300

25-29

300

Male

300

Female

300

AT HOME LEISURE 92 91 88 92 89 92 88 93

Watching TV 44 29 45 53 38 47 35 50Listenning to music 34 19 19 22 29 18 20 27

Online 35 33 25 14 35 18 34 19

Reading news/magazine 13 6 13 7 8 11 8 11

Spending time with family 20 46 23 23 19 37 22 34

Reading book 7 7 11 5 10 5 7 8

Doing sport 9 11 4 6 5 10 12 3

OUT OF HOME LEISURE 76 71 80 88 78 79 82 75

Eating out 38 35 47 40 39 41 40 40

Going to coffee shop 38 29 33 49 38 36 54 21Shopping 19 23 27 23 21 25 11 35

Going to music show 5 1 1 2 3 2 3 2

Going to movie/drama theatre 5 3 4 - 4 2 3 2

SOCIAL ACTIVITIES 32 55 47 55 51 44 50 45

Meeting with friends 20 48 29 51 40 34 39 35

Office/School activities 7 8 8 2 6 6 6 7

Community/Charity activities 3 - 9 - 3 3 3 3

Organization/Club activities 3 1 3 3 2 2 2 3

Young consumers in HN spend time for being with their friends & family most. Except HN young people spending more time for online than for watching TV, young people in other cities spend time

most for watching TV, regarding at home leisure

Among OOH leisure, going to coffee shop is the most favorite activity for young people in HCM and CT, while for thosein HN and DN, it is eating out.

Young consumers in HCM & Da Nang more often join community/club activities rather than just meeting with friends. Female spend more time for watching TV and shopping than male, while male online and going coffee shop more

often.

Which are 3 most often activities & leisure?


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Fashion style

%

TNG HCM HANOI DANANG CANTHO

N=600 N=150 N=150 N=150 N=150

50 5037

6151

3 3

4

3

3

4 9

2

1

443

5

07

12 7

12

219

27 2839

1326

Showing characters throughdressing

Always update the newest trend

Only the famous clothes brand

Dressing after the characters inmovies

Dressing differently from others

Dressing sometimes on trend,sometimes on personal style

Which statements suit your fashion style?

Demonstrating the personal characters and being good to catch up the trend are the key wordsfor fashion style of the consumers aged 20 29 y.o. Hanois young consumers are differentiated by the need of showing their personality by

dressing Young people in Danang show the highest percentage of dressing sometimes on trend,

sometimes on personal style. Young consumers in HCMC tend to dress differently more than those in other cities, while

who in Cantho more often dress after the movies characters.


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Simple and nice 54

Korean 12

Cute 9

Outstanding 5

Classical 4

Youthful 3

European 3

Dynamic/Sport 2

Formal 2

Neat 1Elegant 1

Stylish 1

Vietnamese 1

Chinese 1

Modern 1

Hiphop 1

Personal style & Favorite colors

White 22

Black 21

Pink 12

Ocean-blue 10

Red 9Yellow 8

Green 5

Violet 4

Sky-blue 5

Brown 2

Grey 1

Orange 1

N=

Male

300

Female

300

White 23 22

Black 31 10

Pink 1 23

Ocean blue 13 7

Red 9 9

Yellow 5 10

Black & White are the most favorite colours among consumers ofthis age group. Next are pink, ocean-blue, d and yellow.

Apart from the white colour chosen by both male and female., maleseem to prefer black and ocean-blue, while female like pink.

More than a half chose the simple &nice for their personal style.Korean style seems to be an importanttrend among 20-29 y.o people.

%

%

N = 600


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Favorite TVCs and favorite singers

It seems that the 20-29 y.o. consumers are attractedmost by enjoyable commercials. Thats why Vinamilkfresh milk is on top of the favorite TVCs andHeneiken, Comfort come to the next.

Vinamilk fresh milk 100% 12

Heneiken 7

Comfort fabric conditioner 7

Dr. Thanh herbal tea 3

Cocacola 3

OMO detergent powder 3

Beeline 2

O degree Green tea 2

Sunsilk sampoo 2

C2 green tea 2

Knorr seasoning powder 2

Pepsi 2

Xmen sampoo 2

Nescafe - caf Viet 2

Dam Vinh Hung 13My Tam 8

Dan Truong 7

Cam Ly 6Ho Ngoc Ha 3BackStreet boys 2

Noo Phuoc Thinh 2Cao Thai Son 2Quang Dung 2

Minh Hang 2Lam Truong 2

Ho Quynh Huong 2The 1st place of the ranking board for singersbelongs to Dam Vinh Hung. My Tam, DanTruong and Cam Ly keep the next 3 positions.As the percentage of favourite is distributedacross the singers, almost are less than 10%,can see that no one can get a dominatingposition among 20-29 audience.

%

%

N = 600

N = 600


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Personal concerns

%

3 3 3 5 3 24 2 4 8

31 8

8 11 12 4 5 106

16 14 13 20 18 18 14

16 19 16 11 17 14 18

19 1524

11

25

16

21

34 3628

45

2637

31Career

Family

Studying

Finance

Love

Health

Friends & Socialrelationship

HCM MALETOTAL HN DN CT FEMALE

N= 600 150 150 150 150 300 300

Most concerned

For the 20-29 age group, their most important concern is career. It holds the top

position. It has a large gap with 2nd concern: family, specially in HCM and Danang.Finance is considered as 3rd important, same as study. Young peolple in Hanoi & Cantho concern of family more than in other cities Female think about family, study and health more than male, when male concern

more about career, finance and love.


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Personal objectives

% HCM HN DN CT 20-24 25-29 Male Female

Salary increase/Promotion 37 17 32 25 19 36 30 25

Higher studying 15 18 14 18 28 5 15 17

Investment/Getting rich 14 17 17 7 13 14 17 10

Buying a valuable item 5 17 8 12 14 6 9 11

Taking care of children 5 11 5 10 3 12 4 11

Getting married/Having babie 6 9 5 7 6 8 7 6

Buying house/land 5 1 10 5 3 8 6 5

Giving help to family 4 9 1 5 5 5 4 6

Buiding/Reparing house 2 1 2 5 1 4 3 2

67

8

10

14

16

28

Salaryincrease/Promotion

Higher studying

Investment/Getting rich

Buying a valuable item

Taking care of children

Getting married/Havingbabies

Buying house/land

Which is your most important objective?

Promotion/Salary increase is the most critical objective of the 20-29y.o. people. Higher studying is secondly important.

For young people in HCMC, a dynamic market, Promotion/Salaryincrease target is remarkably higher than other objectives.

Meanwhile, there is a quite balance across the top fourobjectives in Ha Noi. HNs young people seem to muchappreciate family values, they are setting their objectives ofgetting married/having babies and taking care of children more

than in other cities.

While male aim to getting rich more than female (17% vs 10%) ,more female want to get higher education (17% vs 15%).

%

N= 150 150 150 150 150 300 300 300 300


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Habits &Lifestyle

Personalinformation

Media habit

Expenditure &Purchase

habit


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Favorite TV channel

HCM HN DN CT Total

HBO 52 49 47 46 49

VTV3 12 85 54 30 45

HTV7 41 3 33 32 27

Star

Movies25 21 33 16 24

VTV1 8 38 25 12 21HTV9 39 2 24 19 21

12

13

13

14

16

1616

16

19

19

25

34

46

50

56

58

71

75

4

5

12

4

4

7

7

7

4

11

14

6

24

21

27

21

49

45

Discovery Channel

Fashion-TV

THVL

CVTV

Let's Viet

Star Sports

Disney

DRT1

HTV3

HN1

SCTV

VTV2

HTV9

HTV7

VTV1

HBO

VTV3

Top 3 most often

Often

%

HBO is ranked first amongst their favoritechannels, VTV3 is second and HTV7 comes to third.

Which are 3 TV channels that you watch most often?

N = 600


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Favorite Internet Website

14

11

18

18

19

20

23

23

29

31

3536

41

44

45

46

54

68

Others

enbac.com

nhacso.net

thanhnien.com.vn

Me.zing.vn

nhaccuatui.com

Zing.news.vn

ngoisao.net

Kenh14.vn

tuoitre.vn

facebook.com

Vnexpress.net

Yahoo.com

Dantri.com.vn

Youtube.com

Zing.mp3.com

24h.com.vn

google.com

%HCM

150

HN

150

DN

150

CT

150

google.com 69 72 69 63

News website 83 92 87 61

24h.com.vn 44 71 69 31

Dantri.com.vn 25 75 54 22

Vnexpress.net 31 50 45 17

ngoisao.net 22 27 31 12

tuoitre.vn 33 33 28 29

thanhnien.com.vn 14 11 31 15

Kenh14.vn 15 43 53 7

Zing.news.vn 29 29 21 13Social network web 77 67 81 61

facebook.com 34 35 53 18

Yahoo.com 41 33 43 47

Me.zing.vn 25 17 20 13

Youtube.com 40 47 47 46

Music website 54 53 75 58

Zing.mp3.com 34 37 64 48

nhacso.net 20 21 18 12

nhaccuatui.com 14 23 22 23enbac.com 6 22 12 3

Hanois young people visit News website more often than those inothers cities.

Danang has the highest rate of using social network websites(especially Facebook) and music websites.

Among news websites for Teen audiences, Kenh14.vn is more popularin Ha Noi and Da Nang, while zing.news.vn is more popular in HCM

Google is the Internet w ebsite thatyoung people visit most often.

%

N = 600

Which are the websites that you often visit?


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Favorite Magazines & Newspapers

6

7

7

7

8

9

11

17

18

18

19

24

31

33

44

53

Sinh vien (Hoa Hoc Tro 2)

Muc Tim

Dep

Cong An

The Thao Van Hoa

Hoa Hoc Tro

Tien Phong

Sai Gon Tiep THi

Lao Dong

Phu nu Viet Nam

The gioi phu nu

An Ninh The Gioi

Bong Da

Tiep Thi & Gia Dinh

Thanh Nien

Tuoi Tre

N = 600

%

Which are the newspapers and magazines that you often read?

Tuoi Tre, Thanh N ien, Bong Da and Tiep Thi & Gia inhare themost favorite magazinesnewspapers among 20-29 people.


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19

20

24

26

27

27

28

28

36

39

40

43

44

57

58

87

93

Ngoc Quyen takes nude photo for environment

Collaption of Len Co quarries

Champions League

Backstreet Boys' show in Vietnam

Increase in medicine price

Disater in Vietnam and region

Earth hour

Assets price

Corruption

Unemployment

War in Libya

Hoan Kiem lake's turtle

Inflation

Gold/USD exchange

The impact of radiation from Japan

The catastrophe in Japan

Increase in electric & oil price

%

N = 600

Top hot news in the monthIn the last one month, young people are being interested most in the increase inelectric/oil price and the catastrophe in Japan along with its impacts.

The gold and USD exchange rate is also among the most hot news.


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Habits &Lifestyle

Media habit

Expenditure& Purchase

habit

Personalinformation


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N = 600

Personal expenditure

Food

26%

Transportation -

Communication

13%

Education

6%

Entertainment

12%

Clothes &

Beauty product

13%

Love

7%

Savings13%

Others

10%

Food expense occurs the largest part of 20-29 consumers expenditures. Communication & Transportation, Clothes & Beauty products are other major expenses.

Love affair also requires a certain expense (7%)


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Differences across the target groups aboutpersonal expenditure

Food

Transportation - Communication

Education

Entertainment

Clothes & Beauty product

Love

Savings

Others

Food is a very big expense for 20-29 y.o. people in HCM city Young people in Da Nang have more savings than those in other cities (17%). By gender, female spend more for clothes and beauty products (16% vs. 11%), while less for love and

communication & transportation.

712 12 10 10 10 10 10

1410

17

12 1017 12 13

58

67 7

68 5

11

1412

14 1412

11 16

12

1011

13 12 11 12 105

85

7 8 5 6 713

13 13 14 13 13 14 11

3624 22 23 26

2726

28

HCM 20-24 MALEHN DN CT 25-29 FEMALE

N= 150 150 150 150 300 300 300 300


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Purchasing attitude

16

34

34

34

50

49

38

45

28

44

44

26

25

26

25

20

17

19

22

17

21

12

58

41

40

41

30

34

43

33

55

35

44

A is more suitable Same B is more suitable

1. Pay more attention in design

2. Willing to pay more for those productwith extra functions

3. Choose product by following theTREND

4. Be the first to try a new product

5. Can go shopping anytime even whendo not have the need

6. Search for information before makingpurchase

7. Willing to pay higher for the

prestigious manufacturer

8. Preferred foreign brand

9.Like consult for other people whenthey shopping

10. Is a main decision maker for almostfamilys durables

11. Like online shopping

A B

They are ready to pay more for additional functions and prestigious manufacturers. They choose aproduct according to their own taste. Theyre used to searching for information before making a

purchase.

N = 600

%

1. Pay more attention in function

2. Only need product with basicfunctions

3. Choose product by following theirown taste

4. Just use product which being used bymany people

5. Shop just when in need

6. Make decision right in the store

7. Prefer to low price than prestigious

manufacture

8. Foreign brand is not important

9.Dont have any idea when otherpeoples shopping

10. Only being the main decision makerfor their own personal products

11. Dont like online shopping


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Decision role in household purchase

N = 600

%

Female

Male

54

22

42

46

4

32

Main decision make

Take part in decision

Completely not take part

Female

Male

53

33

42

51

4

16

Female

Male

22

59

63

39

15

2

Female

Male

24

62

59

36

17

3

Food

Necessities(Personal care, toiletries, etc)

Durable items(TV, washing machine,

refrigerator, etc)

Hi-tech items(Mobile phone, laptop, PC, etc)

Female is the main decision maker in purchase of food and necessities categories. Maleis more often to be the main decision maker in purchase of durable and hi-tech items.


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Necessities Food

Purchase place Necessities & Food

Wet market and grocery store are the most popular places fornecessities purchase (Personal care, toiletries,..). Supermarket isalso an important shopping channel. While in HCM, Da Nang and Can Tho, people buy necessities in

wet markets more often, Hanois people buy this almost ingrocery stores.

In HCM and Can Tho, Supermarket is the 2nd preferred placefor purchasing necessary products.

613

2 6 1

18

29

713 24

8

1

13

136

92

21 6 8

28 22

54

1719

30 33

1

45 40

Wet market

Grocery store

Specialized store

Convenient store

Supermarket

Department store

Not buy9 15 9 10

2

68

611

41

74 2

81 75

8580

84

N= 600 150 150 150 150 600 150 150 150 150

For buying food, wet market is still beingthe 1st common choice.Next is supermarket, but not veryremarkable.HCM city has more young people who donot buy food by themselves.

%

TOTAL HCM HN DN CT TOTAL HCM HN DN CT


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Purchase place - Clothes & Beauty product

2 1 511 11 5

9 17

27 28

7

3339

2 21

340 41

8425

21

15 162

2519Wet market

Clothes/Cosmetics shop

Convenient store

Supermarket

Department store

TV shopping

Not buy

N= 600 150 150 150 150

Young people buy clothes and beauty products mostly in closthes/cosmetics shop andsupermarket. Besides, 15% is for wet market and 11% for department store. In Ha Noi, clothes/cosmetics shop is dominant Among the cities, Can Tho has a very high percentage of buying in Supermarket

and department store. These places should be take into consideration forcommunication/promotion planning.

%

TOTAL HCM HA NOI DN CT


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Important factors for choosing Durables & Hi-tech items

Reasonable price

Durability

Electric/Fuel saving

Guarantee

Nice design

Prestige manufacturer/brandFunction

Wellknown brand

Trusted by relatives/friends

Promotion

Customer services

Origin of making

Familiar brand

New product

To show personal status/style

Vietnam brand

Recommended by the seller

International brand

Ecofriendly

For durable items (househould appliances: TV, refrigirator, wash machine,..), the 20-29 y.o consumers considermost about price, durability, fuel saving, guarantee and design respectively.While for hi-tech products (mobile phone, PC,laptop,..) they consider more about durability, prestige of brand,

guarantee and design. The price seems to be not a matter.

N = 600

%

0 10 20 30 40 50 60 70 80 90 100

Durables

Hi-tech


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7

15

26

31

37

42

63

64

82

3

3

3

5

9

6

21

27

25

Manufacturer's website

Online forum

OOH Ad

Internet Ad

POSM

News/Magazine Ad

Recommended by friends

Recommended by relatives

TV Commercials

Influent

Popular

11

18

23

35

38

37

62

57

67

3

6

2

12

11

5

23

23

15

Influent

Popular

Durables Hi-tech

N = 600

WOM plays the most importantrole in young consumerspurchasing habits for durables &hi-tech products. With a directrecommendations from friends orrelatives, they can decide to buyproduct more easily even than

seeing TV commercials or othersources of information.

TV plays quite an important rolein durables purchase, but it comesless important in hi-techpurchase.

Sources of information for choosing Durables& Hi-tech items

%


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2

13

15

17

25

26

29

31

38

38

40

50

55

59

60

84

0 20 40 60 80 100

Important factors%

HCM

15 0

Hanoi

1 50

DN

15 0

CT

1 50

Total

60 0

Reasonalbe price 76 79 90 89 84

High quality product 67 53 56 65 60

Good service 50 59 63 66 59

Bringing comfortable feeling 53 64 58 47 55

Nice space 57 44 53 44 50

Suitable with my style 31 41 53 35 40

Familiiar place 31 41 45 34 38

Have private space 29 36 48 40 38

Unique/Different 33 27 41 24 31

New place 21 25 35 32 29

Recommened by relatives/friends 13 31 40 19 26

Near to home/office 20 27 27 25 25

Promotion 17 14 15 21 17

Near to other entertainment place 11 17 14 16 15

Have program for close customers 11 11 17 15 13

Recommened on news/forum 2 3 1 3 2

Important factors for choosing Out Of HomeEntertainment servicesIn general, price and quality are two top factors to be considered most when choosing a place of OOHEntertainment. Young consumers in Danang and Cantho consider price more than HCM and Hanoi.

Apart from price, HCM consumers consider the product quality and space, while Hanoi & Danang preferservices and comfortable feeling.

%

N = 600


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Habits &Lifestyle

Personalinformation

Media habit

Expenditure &

Purchasehabit


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Occupation

N= 600 150 150 150 150 300 300 300 300

%

3 2 2 49

2 57

16

1 47

11

48 12

6

6 35

11

5

710

3

20

16

28 16

23

19

2319 21

12

10

1212

14

14

10

8

16

17

19

20

17

13

34

18

16

2135

17

21

11 13

2817

24

10 9 10 167 8

13 16

54 3 4 31

5 5Managers & Large business

Specialist (Doctor, Lawyer, Nurse)

Office staff

Student

Seller

Small business

Worker

Housewife

Others

HCM 20-24 MALETOTAL HN DN CT 25-29 FEMALE

Regarding the people of 20-29 y.o., HCMC has the highest high-qualified human resources, whileCan Tho has the lowest.The number of doing small business is noticeably high in Ha Noi.The gap of high-qualified jobs is also found by gender.


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33 37 3341

23 22

4533 33

21

29

17

19

1932

1024

17

3421 49 33

31

37 3032

35

12 141

7

28

10 15 10 14

Secondary school

High school

University

Bachelor or higher

Highest education

Totally, 33% out of the 20-29 years old people have got College or higher education, besides 21%

of them are students.The ratio of high school education in Hanoi, compared to secondary school, is highest among thecities, but the ratio of college education (including students) is smaller than that in HCM & Danang.

%

HCM 20-24 MALETOTAL HN DN CT 25-29 FEMALE

N= 600 150 150 150 150 300 300 300 300


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Style & Characteristics- More to be purchase decision maker than

in other cities

- Not involve in others shopping- Like to dress differently

They are independent.

They need to-be-seen by other people

Description - 20 - 30 years old consumers - HCM

Life & Objectives

- Career concerns & objectives are

outstanding

- Aim at promotion/salary increase,

higher studying & investment

- A highest rate of high-qualifiedemployees

Can use the professional, successful

image in communication

Activities & leisure:Join various outside activities:- Going to coffee shop, eating out, hanging

out with friends

- Going to movie & cinema theatre

- Join community/organization/club activities They are dynamic

The communication/promotion campaigns

should be executed in these entertainment

or public places. Here the chances for

sharIng among friend group would be

higher.

How to talk with them?- Favorite TV channels: HBO, HTV7,

HTV9, SCTV

- Favorite websites: news websites 24h.com.vn, vnexpress.net,tuoitre.com.vn;

- News & magazine: Tuoi Tre, Thanh

Nien, Tiep thi & Gia dinh

- Dam Vinh Hung is considered to be

the most favorite endorser for

approaching this target.


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Activities & leisure:- Spend free time mostly being with family and friends

family-oriented- Less decide purchasing by themselves than consumers in

other cities, trend to choose products which be trustedby family and friends

WOM is the most effective marketing method for thesetargets.

Life & objectives:

Career and family have almost the same importance.Their objectives are higher studying,promotion/salary increase, getting rich, buying avaluable item. Could bring to them a successful image includes

wholly achievements: high-educated, career-successful, rich and happy family.

Style & Characteristics- Want to demonstrate the ego through dressing

- Highly appreciate quality and brand trustworthy- Trend to choose famous brands when buying clothes,

ready to pay for the prestige brands. Brand is very important for Hanois young people. A

brand not only need create the reliability, but shouldhelp them to express themselves.

How to talk with them?- At home, the time for online is more than for

watching TV. Reading news website most often.VTV3 watching rate dominates.

Theyre very interested in updating news.Therefore, the communication should beinformative.

- Favorite websites: 24h.com.vn; dantri.com.vn;vnexpress.net; kenh14.vn

Description - 20 - 30 years old consumers Ha Noi


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Activities & leisure The frequency of joining social network websites in

Da Nang is higher than in other cities Danang young people also join

community/organization/club activities Can use viral marketing, especially through

networking, organizations, offline or online.

Style & Characteristics: Usually update fashion trends and prefer famous brand, but price

is usually the most important factor in choosing products.

For electronics/motorbikes and hi-tech items, the importance ofdurability is remarkable.

Savings are more than in other cities A type of practical person. They try to ensure their good life.

Products for young consumers in Danang should have goodquality and reasonable price.

Life & Objectives:Finance is the second important concern just after career,

accordingly, their top objectives are salary increase/promotionand getting rich. An ideal image might be a fully and safe life.

How to talk with them? Popular TV channel: VTV3, HBO, HTV7, Star movies Popular website: apart from some news website, Facebook, Youtube and yahoo.com

are visited very often Popular news & magazine: Thanh Nien, Bong Da, Tuoi Tre

Description - 20 - 30 years old consumers Da Nang


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Style & Characteristics: They want to demonstrate characters through clothes and always update new trends,

ready to pay for additional functions and prestige brands Much of them like to dress after the characters in movies However, price is still a important factor, then products should have affordable price Young consumer in Can Tho can catch up and follow the general trends of the group age. In communication campaign, can use idols to attract them

Activities & leisure:

They like eating out and going to coffee shop,meeting with friends

The communication/promotion campaign should beexecuted in these entertainment places.

The main activity at home is watching TV. The rate of

Internet using is not very high

The traditional advertising channel via TV should be

on priority

Life & Objectives:Career and family have the same importance. Apart frompromotion/salary and study objectives, the y also set target ofgetting married and having babies. Mature, aim to ready for their own life.

How to talk with them? The favorite TV channel: HBO, THVL, HTV7, VTV3 The favorite singers: Dam Vinh Hung & Dan Truong

Description - 20 - 30 years old consumers Can Tho


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Documents

Vie Track 04 Full Report - Eng - Revised - 16 May 2011