Download pdf - Vietnamese's behavior toward using services in Spa

STUDY ABOUT VIETNAMESE'S BEHAVIOR

TOWARD USING SERVICES IN SPA

BY DI-MARKETING (www.di-onlinesurvey.com)

Feb, 2017

1

SCOPE OF WORK

This survey was conducted to study about Vietnamese's behavior toward

using services in Spa

Definition of Spa in Vietnam: A place where people will visit to relax and

prevent from stress. It includes resort spas, beauty salons, health clubs,

massage centers.

Methodology: Online survey

Fieldwork time: 5 days (09/01/2017 to 13/01/2017)

Sample size: N = 390

Geography: Nationwide

2

KEY FINDINGS

General behaviors

• 60% go to spa at weekends, 40% at week days

• For Vietnamese, colleagues are the best companions for spa

• 90% Vietnamese choose to try new spa, 10% choose their regular spa

• 35+ group tend to be the most loyal customers (27% choose regular spa, vs 9% of total)

• 93% have tipped for spa staffs, and 60% give $2.5 to $5 each time.

• Majority are spending 10 ~ 20 USD/visit and spend ~20% of their monthly income to spa

Visit purpose

• People choose to visit spa because it is more effective than home treatment

• Male choose spa as a way for relaxing more than female

Marketing channels

• Website and forum ads play an important role for gaining attention, while TVC is especially useful to

attract 35+ group

• ‘Spa-focus’ flash deal sites are the top searched channels before choosing a new spa

Purchase criteria

• Treatment materials, promotions and users reviews are top 3 criteria for choosing new spa

• Treatment materials, promotions and treatment therapy are top 3 decisive factors for returning clients

3

N = 390

DEMOGRAPHIC INFORMATION

GenderAge

OccupationLiving Place

2%

10%

64%

24%

Over 45

36 – 45

26 – 35

18 – 25

25%

75%

Male

Female

3%

5%

7%

11%

15%

59%

Others

Can Tho

Da Nang

Hai Phong

Ha Noi

Ho Chi Minh

3%

3%

3%

6%

7%

15%

16%

47%

Others

Housewife

Job seeker/Retired

Student

Factory Worker

Engineer/Doctor/Teacher

Self-employed

Officer

4

FEMALE TEND TO SPARE MORE TIME DURING WEEKDAYS THAN MALE

Which day you usually go to Spa? (By gender)

41%44%

31%

59%56%

69%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Female Male

Weekend(Saturday andSunday)

Week days(Monday toFriday)

N = 390 N = 293 N = 97

5

YOUNGER GROUPS (18 – 25) TEND TO SPARE MORE TIME DURING WEEKDAYS

THAN OLDER GROUPS (FROM 26+)

41%

49%

39%35%

59%

51%

61%65%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total 18 – 25 26 – 35 Over 35

Weekend(Saturday andSunday)

Week days(Monday toFriday)

Which day you usually go to Spa? (By age)

N = 390 N = 92 N = 249 N = 49

6

SPA VISIT FREQUENCY

How often do you go to Spa? (By age)

1%

13%

28%

26%

26%

6%

More than once/3months

Once every 2-3 months

Once a month

Once every 2-3 weeks

Once a week

More than once a week

Total

1%

11%

25%

27%

28%

8%

18 – 25

1%

15%

29%

25%

25%

5%

26 – 35

2%

10%

27%

29%

27%

6%

Over 35

N = 390 N = 92 N = 249 N = 49

7

FOR VIETNAMESE, COLLEAGUES ARE THE BEST COMPANIONS FOR SPA

Who do you go to Spa with? (By gender)

11%

18%

35%

63%

Alone

Family/relatives

Friends

Colleagues

Total

10%

19%

37%

64%

Female

14%

14%

29%

61%

Male

N = 390 N = 293 N = 97

8

FOR VIETNAMESE, COLLEAGUES ARE THE BEST COMPANIONS FOR SPA

35+ GROUPS TEND TO GO BY THEMSELVES MORE THAN OTHER GROUPS

11%

18%

35%

63%

Alone

Family/relatives

Friends

Colleagues

Total

13%

12%

28%

59%

18 – 25

8%

20%

37%

68%

26 – 35

20%

18%

37%

47%

Over 35

Who do you go to Spa with? (By age)

N = 390 N = 92 N = 249 N = 49

9

90% VIETNAMESE CHOOSE TO TRY NEW SPA,

10% CHOOSE THEIR REGULAR SPA

Which spa do you wish to visit in your free time? (By gender)

9% 8%11%

91% 92%89%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Female Male

Go to newspa(s)

Go to myregular spa

N = 390 N = 293 N = 97

10

35+ GROUP TEND TO BE THE MOST LOYAL CUSTOMER GROUP

Which spa do you wish to visit in your free time? (By age)

9%5% 6%

27%

91%95% 94%

73%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total 18 – 25 26 – 35 Over 35

Go to newspa(s)

Go to myregular spa

N = 390 N = 92 N = 249 N = 49

11

WEBSITE AND FORUM ADS PLAY AN IMPORTANT ROLE FOR GAINING

ATTENTION, WHILE TVC IS ESPECIALLY USEFUL TO ATTRACT 35+ GROUP

If you usually go to new spa(s), how do you know about it? (By age)

3%

6%

6%

6%

7%

8%

8%

9%

9%

12%

27%

Newspaper, magazines

Online Newspaper, magazines

TVC

Taxi ads

Out of home/In-door billboard ads

Social network (except Facebook)

See spa along the streets

Facebook ads

Search engines (Google, Bing,..)

Friends/relatives' suggestion

Web, forum ads

Total

2%

6%

3%

13%

7%

7%

7%

3%

13%

6%

33%

18 – 25

3%

6%

5%

3%

7%

8%

9%

12%

7%

15%

25%

26 – 35

3%

3%

17%

8%

6%

11%

8%

3%

14%

8%

19%

Over 35

N = 356 N = 87 N = 233 N = 36

12

YOU SEARCHED, BUT DO YOU TRUST?

If you usually go to new spa(s), which source you search about it?

And, which source do you trust the most? (By age)

N = 356 N = 87 N = 233 N = 36

1%

3%

8%

7%

12%

9%

60%

1%

6%

17%

18%

20%

26%

81%

Others

Google

Beauty forums

Call directly to spa

Ask my friends/relatives

Visit that spa's website

Flash deal sites specializing on spa:hotdeal, muachung

Total

0%

1%

8%

3%

7%

11%

69%

1%

5%

14%

10%

9%

17%

80%

18 – 25

1%

3%

6%

7%

15%

9%

58%

1%

8%

18%

19%

25%

31%

82%

26 – 35

0%

0%

17%

17%

8%

3%

56%

0%

3%

22%

28%

8%

17%

75%

Over 35

Which source you search about it?

Which source do you trust the most?

13

THE TOP REASON FOR VISITING SPA IS THAT THE SPA IS MORE EFFECTIVE

THAN HOME TREATMENT

Why do you go to Spa? (By gender)

21%

22%

23%

34%

To experience the treatment therapy

To counsel the correct treatment for bodyand skin

To relax and prevent from stress

Spa is more effective than home treatment

Total

22%

23%

22%

34%

Female

19%

16%

29%

36%

Male

N = 390 N = 293 N = 97

Male choose spa as a way for relaxing more than female

14

TREATMENT MATERIALS, PROMOTIONS AND USERS REVIEWS ARE TOP 3 SPA

SELECTION REASONS

What are your 3 most concerned criterias when choosing a new spa? (By gender)

2%

3%

7%

7%

8%

9%

13%

15%

18%

20%

23%

24%

32%

Website

Facebook

Nearby by home

No tips requests

Facilities

Pricing

Free comlimentary drink/finger food

Famous and trustworthy

Allow online preservation

Transparent treatment therapy

Good reviews from friends/relatives

Attractive promotions

Treatment materials have quality and clear orgins

Total

2%

2%

7%

9%

7%

9%

11%

15%

20%

19%

21%

25%

28%

Female

1%

4%

7%

4%

9%

8%

18%

13%

11%

23%

27%

24%

41%

Male

N = 390 N = 293 N = 97

15

SELECTION CRITERIA BY AGE GROUPS

2%

3%

7%

7%

8%

9%

13%

15%

18%

20%

23%

24%

32%

Website

Facebook

Nearby by home

No tips requests

Facilities

Pricing





Good reviews from friends/relatives


Treatment materials have quality and clear…

Total

0%

4%

9%

8%

7%

3%

7%

13%

15%

15%

15%

20%

22%

18 – 25

2%

2%

7%

7%

9%

10%

14%

13%

19%

22%

27%

24%

37%

26 – 35

4%

2%

6%

10%

4%

10%

16%

27%

14%

16%

14%

35%

24%

Over 35

What are your 3 most concerned criterias when choosing a new spa? (By age)

N = 390 N = 92 N = 249 N = 49

16

TREATMENT MATERIALS, PROMOTIONS AND TREATMENT THERAPY ARE TOP

3 DECISIVE FACTORS FOR RETURNING CLIENTS

What are the 3 most attractive criteria of a spa that make you want to come back again? (By gender)

6%

7%

7%

7%

7%

10%

10%

11%

11%

12%

13%

14%

17%

23%

25%

No tips requests

Nearby by home

Facilities

Pricing


No long-waiting time

Diverse treatment methods


Detail consultation from doctors


Offer spa treatment at home

Professional and friendly staffs



Treatment materials have quality and clear…

Total

7%

6%

6%

8%

9%

10%

9%

11%

11%

12%

11%

13%

14%

22%

24%

Female

3%

8%

9%

4%

2%

9%

13%

9%

12%

10%

16%

16%

24%

26%

28%

Male

N = 390 N = 293 N = 97

17

TOP 3 DECISIVE FACTORS FOR RETURNING CLIENTS BY AGE GROUPS

6%

7%

7%

7%

7%

10%

10%

11%

11%

12%

13%

14%

17%

23%

25%

No tips requests

Nearby by home

Facilities

Pricing


No long-waiting time

Diverse treatment methods


Detail consultation from doctors


Offer spa treatment at home

Professional and friendly staffs



Treatment materials have quality and…

Total

4%

2%

5%

7%

4%

8%

10%

10%

10%

7%

11%

9%

15%

23%

14%

18 – 25

7%

7%

7%

7%

8%

10%

10%

10%

12%

14%

14%

16%

18%

23%

30%

26 – 35

4%

12%

8%

10%

8%

10%

10%

18%

10%

10%

10%

14%

12%

18%

18%

Over 35

What are the 3 most attractive criteria of a spa that make you want to come back again? (By age)

N = 390 N = 92 N = 249 N = 49

18

FEMALE PREFER FULL PACKAGE TREATMENT, WHILE MAJORITY MALE

CHOOSE BODY ONLY

Which service do you use the most? (By gender)

7%

8%

8%

19%

26%

32%

Eyes

Hand and Legs

Hair/Make up

Facial

Body

Full package

Total

8%

8%

8%

18%

24%

35%

Female

7%

8%

8%

24%

31%

22%

Male

N = 390 N = 293 N = 97

19

35+ GROUPS CHOOSE BODY AND FACIAL TREATMENT MORE THAN YOUNGER

GROUPS

7%

8%

8%

19%

26%

32%

Eyes

Hand andLegs

Hair/Makeup

Facial

Body

Fullpackage

Total

12%

10%

12%

15%

21%

30%

18 – 25

6%

7%

8%

19%

27%

33%

26 – 35

8%

8%

4%

27%

29%

24%

Over 35

Which service you use the most? (By age)

N = 390 N = 92 N = 249 N = 49

20

SPA MATERIALS IS THE BEST-SELLER. FEMALE ARE MUCH MORE ATTRACTED

TO VOUCHER AND FUNCTIONAL FOOD THAN MALE

Have you ever bought any product of Spa? (By gender)

3%

1%

17%

20%

23%

24%

27%

38%

I've never bought any products at spa

Others

Functional food

Cosmetics

Spa tools

Beauty book/guidance

Voucher

Spa materials (e.g. oil)

Total

2%

0%

20%

20%

23%

24%

30%

36%

Female

4%

1%

9%

19%

22%

23%

19%

42%

Male

N = 390 N = 293 N = 97

21

93% HAVE TIPPED, AND 60% GIVE $2.5 TO $5 EACH TIME

On average, how much do you tip for staff for each time go to Spa? (By gender)

7% 8% 6%

10% 10%10%

57% 55%64%

26% 28%

20%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Female Male

Above 5 USD

2.5 ~ 5 USD

Under 2.5 USD

I've never tipped

N = 390 N = 293 N = 97

WeightedAverage

Expenditure

3.633.683.67

22

NOT MUCH DIFFERENCE IN TIP AMOUNT AMONG AGE GROUPS

On average, how much do you tip for staff for each time go to Spa? (By age)

7%4% 7%

16%

10% 15% 9%

4%

57% 54% 59%53%

26% 26% 25% 27%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total 18 – 25 26 – 35 Over 35

Above 5 USD

2.5 ~ 5 USD

Under 2.5 USD

I've never tipped

N = 390 N = 92 N = 249 N = 49

WeightedAverage

Expenditure

3.69 3.423.723.67

23

0%

20%

40%

60%

80%

100%

120%

- 50 100 150 200 250

Monthly beauty expense/ Monthly income (%)

Spa expensePer a visit (USD)

MAJORITY ARE SPENDING 10 ~ 20USD/VISIT AND SPEND ~20% OF THEIR

MONTHLY INCOME TO SPA

On average, how much do you spend on Spa per a visit?

On average, how much do you spend on beauty (Spa, yoga, gym, cosmetic,..)

What is your average monthly income?

24

WHEN RECEIVING A FREE SPA VOUCHER, 20% WILL GIVE A TRY, WHILE 80%

WILL EITHER RESEARCH OR GIFT TO FRIENDS

What would you do when you were received a free Spa voucher? (By gender)

3% 3% 3%

20% 21% 19%

21% 21%20%

56% 55%59%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total Female Male

Do some researchabout that spa anddecide later

Gift that voucher tofriends/relative

Try that service

I might not care

N = 390 N = 293 N = 97

25

35+ GROUP IS THE MOST INDIFFERENT TO FREE VOUCHER.

12% DON’T CARE AND 35% GIFT THAT TO FRIENDS

What will you do when you was received a free Spa voucher? (By age)

3% 3% 1%

12%

20% 17% 22%

16%

21%21% 18%

35%

56%59% 59%

37%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Total 18 – 25 26 – 35 Over 35

Do someresearch aboutthat spa anddecide later

Gift that voucherto friends/relative

Try that service

I might not care

N = 390 N = 92 N = 249 N = 49

26

CONTACT US

• Japan & Taiwan

o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan

o Contact person: Mr. Hideyuki Kato (CEO)

o Email: [email protected]

o Contact number: +81 3-5532-3200

• Vietnam

o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,

Ho Chi Minh City, Vietnam

o Contact person: Mr. Ho Hai Dang (Country Manager)


o Contact number: +84 902-73-9944

• Thailand

o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,

Bangkok 10110, Thailand

o Contact person: Ms. Sariya Achawananthakul (Marketing & Operation Manager)


o Contact number: +66 876 724 832

mailto:[email protected]

27

CONTACT US

• Indonesia

o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia

o Contact person: Mr. Hendry Pratama (Country Manager)


o Contact number: +65 822 1345 2555 | +62 21 3005 3541

• India

o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903

o Contact person: Mr. Sujit Kunte (Regional representative)


o Contact number: +65 9127 7654

28