Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
SHOPPING BEHAVIORS AT CONVENIENCE STORES IN HO CHI MINH CITY
Objective
With the growing purchasing power of the consumers and modern shopping demand, Vietnam retail market has seen an increase in the number of convenience stores.
This survey was conducted to more than 350 people from 18-39 years old, living in Ho Chi Minh to study their behaviors of shopping at convenience stores.
Convenience store in Vietnam (2017 Feb)
Name of the company Established
HCM stores
Hanoi stores
Other stores
Total stores
Family Mart 1981 122 0 11 133
Vinmart + 2014 400 400 150 950
Mini Stop 1980 71 0 0 71
Circle K 1951 153 54 4 211
Shop & Go 2005 31 15 0 46
B's Mart 2013 150 0 0 150
Total 927 469 165 1561
927
469
165
HCM Hanoi Other
Family Mart Vinmart + Mini Stop Circle K
Shop & Go B's Mart Total
Convenience store in Ho Chi Minh (by district)Store name Center Suburb 1 Suburb 2 Total
FamilyMart 67 43 12 122
Vinmart+ 102 179 94 375
Ministop 30 43 7 80
Circle K 93 66 20 179
Shop&Go 34 39 14 87
B’s Mart 42 72 47 161
SatraFoods 22 41 41 104
FoodcoMart 17 9 11 37
TOTAL 407 492 246 1145
The availability of mini super and family mart concentrate more on the central areas
§ Center: District 1, 2, 3, 4, 5, 10§ Suburb 1: District Binh Thanh, Tan Binh, Go Vap, Tan Phu, Phu Nhuan, 7§ Suburb 2: District 6, 8, 9, 11, 12, Binh Tan, Thu Duc, Binh Chanh
Convenience store shopping behaviors
Top-of-mind image of convenience store112
104
72 69 65
45
14 13 12 10 9 920
Circle K and Family Mart are top 2 names associated with ‘convenience store’.
Q. When you hear "convenience store", what name comes up?
Shopping frequency at convenience store
Convenience stores are used for the younger generation more often. Those who live in urban area use slightly often than the suburb area.
8%
9%
6%
9%
10%
11%
8%
10%
19%
19%
20%
17%
34%
34%
32%
37%
23%
20%
27%
22%
6%
6%
7%
5%
All
Center
Suburb 1
Suburb 2
By Area
Everyday 5-6 times per week 3-4 times per week
1-2 times per week Less often Don't go at all
Q. How often do you go to convenience store?
8%
10%
5%
7%
10%
11%
7%
11%
19%
19%
24%
5%
34%
29%
38%
42%
23%
22%
22%
28%
6%
7%
5%
7%
All
16 - 24
25 - 32
33 - 39
By age
Everyday 5-6 times per week 3-4 times per week
1-2 times per week Less often Don't go at all
Convenience store recognition and usage
78%
63% 62%55% 53%
49%
30%
6%
65%
40%
53%
42% 39% 36%
9%5%
26%
16%20%
10% 10%6%
1%
12%
Family Mart Vinmart + Circle K B's mart Ministop Shop & Go 7eleven Others
Recognize Visited Uset the most
Family Mart is better than the above in terms of recognition, visits and used the most
Q. What convenience stores have you heard of?
Convenience store usage (with number of stores)65%
40%
53%
42%39% 36%
9%
26%
16%20%
10% 10%6%
1%
117
375
179 161
80 87
4 -
50
100
150
200
250
300
350
400
0%
10%
20%
30%
40%
50%
60%
70%
Family Mart Vinmart + Circle K B's mart Ministop Shop & Go 7eleven
Visited Uset the most # of stores
Although number of stores are fewer compared with CircleK or Vinmart +, Family Mart is visited more than others
Q. What convenience stores have you heard of?
Convenience store: store exposure vs market share (district)
Family Mart
Circle K
Vinmart+
B's mart
Ministop
Shop & Go Others
All 26% 20% 16% 10% 10% 6% 4%Center 26% 22% 18% 7% 10% 8% 3%Suburb 1 21% 23% 19% 11% 11% 7% 2%Suburb 2 31% 14% 10% 10% 8% 2% 9%
Convenience store in use (most)
Q. What convenience stores do you use the most?
Store name Center Suburb 1 Suburb 2 Total
FamilyMart 67 43 12 122
Vinmart+ 102 179 94 375
Ministop 30 43 7 80
Circle K 93 66 20 179
Shop&Go 34 39 14 87
B’s Mart 42 72 47 161
SatraFoods 22 41 41 104
FoodcoMart 17 9 11 37
TOTAL 407 492 246 1145
§ Center: District 1, 2, 3, 4, 5, 10§ Suburb 1: District Binh Thanh, Tan Binh, Go Vap, Tan Phu, Phu
Nhuan, 7§ Suburb 2: District 6, 8, 9, 11, 12, Binh Tan, Thu Duc, Binh Chanh
Products to use at convenience stores
Beverages
Instant food (sausage,
pho, vermicelli)
Snack Confectionery
Personal care toiletries Food Fruit Wine, beer Vegetables Frozen
meat TobaccoOver-the-counter drugs
All 74% 54% 49% 47% 40% 36% 36% 21% 15% 13% 10% 4% 2%
16 - 24 81% 55% 55% 50% 33% 30% 39% 18% 11% 9% 6% 3% 2%
25 - 32 72% 54% 47% 44% 49% 45% 34% 24% 20% 17% 14% 5% 2%
33 - 39 57% 52% 38% 45% 39% 34% 30% 25% 16% 16% 11% 4% 2%
Male 76% 51% 45% 41% 37% 28% 36% 23% 23% 13% 9% 6% 2%
Female 72% 56% 52% 53% 43% 44% 35% 20% 8% 14% 10% 1% 2%
Beverages and instant foods are the items that are bought at convenience stores the most. Female buys snack and confectionaries more at the channel
Q. What kind of items do you buy at convenience stores?
Convenience store with “good food” image
Family Mart Circle K Ministop B's mart Vinmart+ 7eleven Shop & Go NoneAll 37% 28% 17% 14% 13% 9% 9% 8%
16 - 24 39% 30% 22% 14% 9% 9% 7% 4%
25 - 32 37% 27% 13% 10% 17% 7% 7% 11%
33 - 39 32% 23% 13% 21% 18% 11% 16% 11%
Male 37% 26% 18% 15% 18% 8% 9% 6%
Female 38% 29% 17% 13% 10% 9% 8% 9%
Family Mart and Circle K are well associated with image of “good food offering”. Those who are in 30’s tend to choose B’s mart, Vinmart+ and Shop&Go
Q. When you hear "convenience store with good food offering", what name comes up?
Convenience store - Canteen experience
76%84%
72%59%
24%16%
28%41%
All 16 - 24 25 - 32 33 - 39
Yes No
76% have experienced eating at cateen of convenience store with a higher ratio of the 16-24 age group.
Q. Have you used canteen at convenience stores?
Food eaten at convenience store canteen
Cup noodle Pastry Sausage fried
noodles sasiu bao fried rice Sour hotpot
Beef noodle soup
Baguette Vermicelli Others I don't eat
All 66% 43% 38% 31% 31% 24% 20% 14% 14% 14% 9% 2%16 - 24 74% 42% 41% 30% 34% 16% 22% 15% 11% 13% 7% 1%25 - 32 56% 42% 36% 35% 24% 34% 20% 13% 16% 15% 10% 3%33 - 39 64% 52% 27% 27% 33% 30% 12% 15% 18% 12% 15% 0%
Cup noodle, pastry and fastfood are top favorite foods eaten at the canteen.
Q. What food have you eaten at canteens of convenience stores?
Traditional store vs CVS: Product to buy
Beverage
Instant food
(sausage, pho,
vermicelli)
Dairy product
sSnack Pastry Confecti
onaryPersona
l careToiletrie
s Others Fruit Vegetables
Fresh meat Seafood Tobacc
o
Over-the-
counter drug
Convenience store 85% 79% 75% 74% 74% 72% 60% 59% 38% 33% 30% 25% 22% 15% 12%
Traditional store 43% 37% 45% 41% 46% 45% 56% 50% 55% 68% 72% 73% 74% 33% 35%
None 3% 6% 5% 6% 6% 6% 6% 11% 28% 10% 9% 11% 12% 56% 55%
85%79% 75% 74% 74% 72%
60% 59%
38%33% 30%
25% 22%15% 12%
43%37%
45% 41%46% 45%
56%50%
55%
68% 72% 73% 74%
33% 35%
3% 6% 5% 6% 6% 6% 6%11%
28%
10% 9% 11% 12%
56% 55%
Customers tend to buy beverage, instant noodles, snacks or dairy products at CVS while choose traditional stores for fresh produce and fresh fruit, vegetables.
Q. Please choose which one you use to buy the following items?
Traditional store vs CVS: Store images
Credibility Good service Convenience Product quality
Unique product
Product availability
Better location
Product variety Good price
Convenience store 89% 89% 87% 87% 80% 79% 72% 64% 41%
Traditional store 16% 12% 26% 21% 24% 42% 48% 56% 64%
None 4% 6% 3% 4% 9% 4% 2% 4% 5%
89% 89% 87% 87%80% 79%
72%64%
41%
16% 12%
26%21% 24%
42%48%
56%64%
4% 6% 3% 4%9%
4% 2% 4% 5%
Traditional stores are associated with good image of good price but users are in favor of convenience stores for high quality of products and services with the convenience of shopping.
Q. Please choose what images are applicable?
Audience profile
Demographics (N=365)
Male, 47%Femal
e, 53%
Gender
5%3%3%3%3%
4%4%
7%7%
4%3%
5%9%
8%7%
8%5%
3%2%
1%3%
2%1%
0%
District 1District 2District 3District 4District 5District 6District 7District 8District 9
District 10District 11District 12
District Thu DucDistrict Go Vap
District Binh ThanhDistrict Tan BinhDistrict Tan Phu
District Phu NhuanDistrict Binh Tan
District Cu ChiDistrict Hoc Mon
District Binh ChanhDistrict Nha Be
District Can Gio
Living district
16 - 24, 48%
25 - 32, 36%
33 - 39, 16%
Age
15%3%
5%2%
5%4%5%
3%4%5%
1%5%
8%8%8%8%
3%3%
1%%
2%1%1%0%
District 1District 2District 3District 4District 5District 6District 7District 8District 9
District 10District 11District 12
District Thu DucDistrict Go Vap
District Binh ThanhDistrict Tan BinhDistrict Tan Phu
District Phu NhuanDistrict Binh Tan
District Cu ChiDistrict Hoc Mon
District Binh ChanhDistrict Nha Be
District Can Gio
Working district
Demographics (N=365)
12%13%
15%17%
18%7%
5%5%
2%3%
1%1%
Lower than 5,000,000 VND
7,500,001 VND - 10,000,000 VND
15,000,001 VND - 20,000,000 VND
25,000,001 VND - 30,000,000 VND
40,000,001 VND - 50,000,000 VND
70,000,001 VND - 100,000,000 VND
Household income
1%1%2%3%
6%7%
13%13%
54%
UnemployedHomemaker
Student (Other)Other
Student (High School)Self-Employed
Part-time EmploymentStudent (University/College)
Full-time Employment
Employment status67%
24%
7%2%
Married status
Single Married with kids Married without kids Others
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0% 1%
18%
31%
22%
14%
7%
3% 3%1%
Age
19%
18%
6%4%3%3%
47%
HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City
Our Advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 200,000 members as of May, 2017
Married Status Household income Smartphone ownership
Single, 72%
Married, 25%
Others, 3%
26%
24%
14%
15%
9%
5%
3%
4%
< 5M VND
5 - 7.5M VND
7.5 - 10M VND
10 - 15M VND
15 - 20M VND
20M-30M
30-40M
<40M
27%
25%
18%
8%
8%
6%
15%
18%
Apple
Samsung
Nokia
LG
Asus
Sony
Others
Do not own
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