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Market Research
August - 2010HO CHI MINH CITY
Vietnam Economy – Business Reviews:• Efficient supports for Businessman• Top 5 interested columns
MAIN TOPIC
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 time’s 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 demands of consumers.
Viettrack is done according to ISO 20252:2006, the international quality standard in
market research and ESOMAR Code of Conduct.
Viettrack in August aims to:
• Understand purchasing and reading behaviors towards Economy/ BusinessReviews of Vietnamese business class
• Evaluate/ give comments on popular Economy/ Business Reviews availableon the market.
The objective of this research is to supply to strategic planners information related to“reference group” in the economy.
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 time’s 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 demands of consumers.
Viettrack is done according to ISO 20252:2006, the international quality standard in
market research and ESOMAR Code of Conduct.
Viettrack in August aims to:
• Understand purchasing and reading behaviors towards Economy/ BusinessReviews of Vietnamese business class
• Evaluate/ give comments on popular Economy/ Business Reviews availableon the market.
The objective of this research is to supply to strategic planners information related to“reference group” in the economy.
Research findings
Viettrack matches the ISO standard 20252:2006
Awareness level towards Economy/ BusinessReviews %
Privatecompanydirectors
Privatecompanydirectors
First linemanagingexecutive
First linemanagingexecutive
FemaleFemaleMaleMaleTotalTotal
Tiếp Thị Gia Đình
Doanh nhân Sài Gòn
Sài Gòn Tiếp Thị
Thế Giới Doanh Nhân
Thành Đạt
Doanh nhân & Pháp luật
Thời báo Kinh Tế Sài Gòn
Nhịp Cầu Đầu Tư
36
37
38
39
39
39
44
45
48
51
55
58
61
61
66
68
22
22
25
21
23
17
27
32
30
35
34
42
34
39
43
45
42
37
36
40
29
37
48
48
46
54
57
60
64
61
64
65
28
20
25
22
14
17
30
34
29
37
34
44
33
37
44
39
19
36
43
36
68
43
34
36
51
42
51
53
51
60
70
77
6
26
25
17
49
17
19
25
34
28
32
34
36
43
40
62
36
34
40
39
37
37
40
46
49
49
66
61
65
62
66
66
19
14
27
22
22
17
18
34
29
34
42
43
36
39
41
40
35
39
36
38
41
41
48
43
46
52
44
55
56
59
65
70
25
29
23
20
24
17
36
29
31
35
25
40
31
38
45
50
Ever heard or ever known about Ever read
N=200 N=147 N=100N=53 N=100
Q1a. Economy/ Business Review ever heard/ ever known.Q1b. Economy/ Business Review ever read.
Nhịp Cầu Đầu Tư
Vietnam Investment Review
Thời báo Kinh Tế Việt Nam
Kinh Tế & Đô Thị
Nữ Doanh Nhân
Thời báo Doanh Nhân
Phong Cách Doanh Nhân
The Saigon Times
Tạp chí Marketing Việt Nam 36
37
38
39
39
39
44
45
48
51
55
58
61
61
66
68
22
22
25
21
23
17
27
32
30
35
34
42
34
39
43
45
42
37
36
40
29
37
48
48
46
54
57
60
64
61
64
65
28
20
25
22
14
17
30
34
29
37
34
44
33
37
44
39
19
36
43
36
68
43
34
36
51
42
51
53
51
60
70
77
6
26
25
17
49
17
19
25
34
28
32
34
36
43
40
62
36
34
40
39
37
37
40
46
49
49
66
61
65
62
66
66
19
14
27
22
22
17
18
34
29
34
42
43
36
39
41
40
35
39
36
38
41
41
48
43
46
52
44
55
56
59
65
70
25
29
23
20
24
17
36
29
31
35
25
40
31
38
45
50
Economy/ Business Review read most frequently%
Privatecompanydirectors
Privatecompanydirectors
First linemanagingexecutive
First linemanagingexecutive
FemaleFemaleMaleMaleTotalTotal
Tiếp Thị Gia Đình
Thành Đạt
Doanh nhân Sài Gòn
Thời báo Kinh Tế Sài Gòn
Sài Gòn Tiếp Thị
Nhịp Cầu Đầu Tư
Doanh nhân & Pháp luật
8
12
15
16
17
19
21
22
23
24
24
29
31
35
35
35
3
3
3
7
10
5
4
2
4
8
7
10
6
15
15
8
14
18
16
8
16
25
24
22
24
22
28
32
35
36
31
4
3
3
9
6
5
2
5
7
7
13
7
16
11
8
6
6
15
40
26
9
15
25
23
30
32
26
32
32
45
2
2
21
11
2
2
2
9
8
2
4
9
26
8
11
15
18
17
12
18
26
25
29
22
29
32
31
35
32
2
2
3
7
7
5
5
6
6
5
12
8
15
15
8
13
14
14
16
25
24
17
21
18
26
29
29
38
35
37
4
3
3
6
12
4
3
3
2
9
9
8
4
14
15
Have ever read during the past 3 months Most frequently read
N=200 N=147 N=100N=53 N=100
Q1c. Economy/ Business Reviews have ever read during the last 3 monthsQ1d. The most frequently read Economy/ Business Review
Thế Giới Doanh Nhân
Vietnam Investment Review
Thời báo Kinh Tế Việt Nam
The Saigon Times
Nữ Doanh Nhân
Phong Cách Doanh Nhân
Thời báo Doanh Nhân
Tạp chí Marketing Việt Nam
Kinh Tế & Đô Thị8
12
15
16
17
19
21
22
23
24
24
29
31
35
35
35
3
3
3
7
10
5
4
2
4
8
7
10
6
15
15
8
14
18
16
8
16
25
24
22
24
22
28
32
35
36
31
4
3
3
9
6
5
2
5
7
7
13
7
16
11
8
6
6
15
40
26
9
15
25
23
30
32
26
32
32
45
2
2
21
11
2
2
2
9
8
2
4
9
26
8
11
15
18
17
12
18
26
25
29
22
29
32
31
35
32
2
2
3
7
7
5
5
6
6
5
12
8
15
15
8
13
14
14
16
25
24
17
21
18
26
29
29
38
35
37
4
3
3
6
12
4
3
3
2
9
9
8
4
14
15
Frequency of reading Economy/ Business Reviews
27 3017
3221
3233
26
33
30
108
13
8
11
33 2943
2738
7 times/ week or more
5-6 times/ week
3-4 times/ week
1-2 time(s)/ week
Average time/ week 4.62 4.35 5.38 4.24 5.01
Privatecompanydirectors
Privatecompanydirectors
First linemanagingexecutive
First linemanagingexecutive
FemaleFemaleMaleMaleTotalTotal
%
27 3017
3221
3233
26
33
30
108
13
8
11
33 2943
2738
7 times/ week or more
5-6 times/ week
3-4 times/ week
1-2 time(s)/ week
N=200 N=147 N=100N=53 N=100
S3. Frequency level of reading Economy/ Business Reviews
Top 5 interested columns%
Privatecompanydirectors
Privatecompanydirectors
First linemanagingexecutive
First linemanagingexecutive
FemaleFemaleMaleMaleTotalTotal
2
11
12
13
16
17
18
20
21
21
22
22
22
23
24
24
29
33
34
34
45
46
1
3
10
13
14
9
18
19
22
24
22
20
22
23
26
26
31
37
37
35
46
48
4
32
17
11
21
40
17
23
17
13
23
25
21
21
17
19
23
23
26
30
42
38
3
8
7
7
17
16
19
20
18
20
20
16
21
22
22
19
34
34
41
41
47
49
1
13
17
18
14
18
16
20
23
22
24
27
23
23
25
29
23
32
27
26
42
42The local & global market situation
Financial review
Law issues in business
Information about activities of brands
Marketing Knowledge
Stock Exchange market
Advice for businessman
Investment opportunities & new market
Information Technology news
Businessman Forum
2
11
12
13
16
17
18
20
21
21
22
22
22
23
24
24
29
33
34
34
45
46
N=200 N=147 N=100N=53 N=100
Q3. Top 5 interested columns when reading Economy/ Business Reviews
1
3
10
13
14
9
18
19
22
24
22
20
22
23
26
26
31
37
37
35
46
48
4
32
17
11
21
40
17
23
17
13
23
25
21
21
17
19
23
23
26
30
42
38
3
8
7
7
17
16
19
20
18
20
20
16
21
22
22
19
34
34
41
41
47
49
1
13
17
18
14
18
16
20
23
22
24
27
23
23
25
29
23
32
27
26
42
42
Businessman Forum
Management Art
Business case/ Secrets for success
Company introduction
Import - Export Information
Entertainment/ Culture information
Building company culture
Health
Businessman ‘s familyStory of businessman/ Introduction of successful
businessmanAdvertisement
Fashion
Relax
Information source for the awareness ofEconomy/ Business Reviews
Friends/ Relatives
Colleagues
Internet
33
36
38
43
52
66
67
85
%Private
companydirectors
Privatecompanydirectors
First linemanagingexecutive
First linemanagingexecutive
FemaleFemaleMaleMaleTotalTotal
35
36
43
49
52
70
65
84
26
34
25
25
49
53
70
87
32
36
35
44
49
64
67
86
33
35
41
41
54
67
66
83
Newspapers available at coffee shops
Direct marketing from newspapers offices
Business partners
Newspapers available on airplanes
Newspapers available at hotels 33
36
38
43
52
66
67
85
N=200 N=147 N=100N=53 N=100
Q4 Information source for the awareness of Economy/ Business Reviews
35
36
43
49
52
70
65
84
26
34
25
25
49
53
70
87
32
36
35
44
49
64
67
86
33
35
41
41
54
67
66
83
Places where Economic/ Business Reviews beingread frequently
Company
%Private
companydirectors
Privatecompanydirectors
First linemanagingexecutive
First linemanagingexecutive
FemaleFemaleMaleMaleTotalTotal
65
77
97
70
77
97
49
77
94
61
80
94
68
74
99
Home
Coffee shops
N=200 N=147 N=100N=53 N=100
Q5. Places where Economic/ Business Reviews being read frequently
65
77
97
70
77
97
49
77
94
61
80
94
68
74
99
Economy/ Business Reviews Buyers
Family members
%Private
companydirectors
Privatecompanydirectors
First linemanagingexecutive
First linemanagingexecutive
FemaleFemaleMaleMaleTotalTotal
42
55
92
44
57
91
38
51
93
48
61
91
36
46
92
Employees in my company
I buy it/them
N=200 N=147 N=100N=53 N=100
42
55
92
44
57
91
38
51
93
48
61
91
36
46
92
Q6. Who are the Economy/ Business Reviews buyers ?
• Top Economy/ Business Reviews being aware and read most frequently are Tiếp Thị Gia Đình,Doanh Nhân Sài Gòn, Sài Gòn Tiếp Thị, Thế Giới Doanh Nhân, Thành Đạt, Doanh Nhân Pháp Luậtvà Thời Báo Kinh Tế Sài Gòn.
• Top 4 Economy/ Business Reviews being read most frequently by both male and female doingbusiness are Tiếp Thị Gia Đình, Doanh Nhân Sài Gòn, Sài Gòn Tiếp Thị, Thế Giới Doanh Nhân.
• Currently, there is no significant differentiation between readers in Private business and readers inFirst line management on choosing Economy/ Business Reviews. However, readers in First linemanagement read Saigon Times more frequently than readers in Private business.
• Generally, business people read Economy/ Business Reviews frequently, the reading frequency isfrom 4 – 5 times/ week.
• Female readers of Economy/ Business Reviews have a higher reading frequency than malereaders; while readers in First Line Management read Economy/ Business Reviews morefrequently than individuals readers in Private Companies.
• Top 5 interested columns of Economy/ Business Reviews: The local & global market situation,Financial review, Law issues in business, Information about activities of brands, MarketingKnowledge. However, most of female business are interested in Health and Fashion column.
• Company is the place where Vietnamese business people have time to read Economy/ BusinessReviews most frequently.
Conclusion• Top Economy/ Business Reviews being aware and read most frequently are Tiếp Thị Gia Đình,
Doanh Nhân Sài Gòn, Sài Gòn Tiếp Thị, Thế Giới Doanh Nhân, Thành Đạt, Doanh Nhân Pháp Luậtvà Thời Báo Kinh Tế Sài Gòn.
• Top 4 Economy/ Business Reviews being read most frequently by both male and female doingbusiness are Tiếp Thị Gia Đình, Doanh Nhân Sài Gòn, Sài Gòn Tiếp Thị, Thế Giới Doanh Nhân.
• Currently, there is no significant differentiation between readers in Private business and readers inFirst line management on choosing Economy/ Business Reviews. However, readers in First linemanagement read Saigon Times more frequently than readers in Private business.
• Generally, business people read Economy/ Business Reviews frequently, the reading frequency isfrom 4 – 5 times/ week.
• Female readers of Economy/ Business Reviews have a higher reading frequency than malereaders; while readers in First Line Management read Economy/ Business Reviews morefrequently than individuals readers in Private Companies.
• Top 5 interested columns of Economy/ Business Reviews: The local & global market situation,Financial review, Law issues in business, Information about activities of brands, MarketingKnowledge. However, most of female business are interested in Health and Fashion column.
• Company is the place where Vietnamese business people have time to read Economy/ BusinessReviews most frequently.
Viettrack is monthly released on 15th.
Monthly Market Research
Viettrack is monthly released on 15th.
Tel: +84 8 3514 2584Email: [email protected]
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