Country-of-origin importance among Vietnamese

Country-of-Origin images for VietnameseAsia Plus Inc.

In emerging countries, ”country of origin”

is always one of the most important

factors for the purchase decision making.

We had conducted the survey to know the

importance of ”country of origin” and its

images of Japan, Korea, US, Europe,

Thailand, Vietnam and China from 600

respondents.

Objective

Country-of-origin importance

Importance of country-of-origin

Country-of-origin is very important factor for Vietnamese. The number is high for 30-39

and high-incomes.

Q. How much do you pay attention to "country of origin" in shopping?

51% 50% 52% 48%54% 53% 49% 48%

54%

39% 38%41%

40%39% 36% 42% 38%

40%

9% 11% 7% 11%7% 10% 8% 13%

5%

Total Male Female 20-29 30-39 HCM HN Low income High income

very high high average low very low

Country-of-origin importance by category

For female, cosmetic is the category that they pay attention to country-of-origin.

Medicine, food and electronics are high

Q. Please choose how much you pay attention to when you purchase the following

69% 64% 63%

42%

22%

26%26% 30%

47%

33%

4%8% 8% 9%

40%

Cosmetics Medicine Food Electronics Fashion

Female

very important important average

not important not important at all

60% 57% 56%

22%

28% 31% 36%

41%

9% 10% 7%

31%

Medicine Food Electronics Fashion

Male

very important important average

not important not important at all

Country-of-origin images - Cosmetics

Japan and US have the positive images for cosmetics. Importance are high among 30’s

and with high income

Q. Please choose how much you pay attention to when you purchase the following – Cosmetics (female only)

Japan USEurop

eKorea

Thailand

Vietnam

China

I don't know 3% 4% 5% 1% 4% 2% 8%

very bad 0% 0% 0% 0% 0% 1% 22%

bad 0% 0% 0% 0% 3% 8% 36%

average 3% 6% 7% 11% 36% 64% 28%

good 36% 47% 46% 59% 46% 22% 6%

very good 59% 43% 41% 29% 11% 4% 0%

67% 67%

65%

69%

67% 67%

63%

68%

Country image Country-of-origin importance

Country-of-origin images - Electronics

Japan is dominant with electronics. Male and Hanoi put more importance on country-of-

origin.

Q. Please choose how much you pay attention to when you purchase the following – Electronics

Japan USEurop

eKorea

Thailand

Vietnam

China

I don't know 1% 2% 4% 2% 5% 2% 3%

very bad 0% 0% 0% 0% 0% 2% 20%

bad 0% 0% 0% 1% 2% 10% 29%

average 2% 5% 9% 20% 39% 59% 36%

good 19% 38% 44% 56% 44% 23% 10%

very good 79% 54% 44% 22% 10% 4% 2%


49%

56%

42%

49% 49%

45%

52%

48% 48%

Country-of-origin images - Food

Japan and US are high while 71% shows the negative reaction to China. Those who are

in 30’s and high income put importance.

Q. Please choose how much you pay attention to when you purchase the following – Food

Japan USEurop

eKorea

Thailand

Vietnam

China

I don't know 2% 3% 5% 3% 3% 1% 3%

very bad 0% 0% 0% 0% 0% 2% 39%

bad 0% 1% 0% 0% 2% 11% 32%

average 5% 12% 12% 24% 40% 45% 18%

good 33% 43% 42% 52% 42% 32% 5%

very good 60% 42% 41% 20% 13% 8% 2%


60%

57%

62%

55%

63%63%

57%

55%

63%

Total Male Female 20-29 30-39 HCM HN Lowincome

Highincome

Country-of-origin images - Fashion

Fashion and country-of-origin has less federations. Europe has the most positive image.

Q. Please choose how much you pay attention to when you purchase the following – Fashion

Europe

US Korea JapanThaila

ndVietna

mChina

I don't know 4% 4% 3% 4% 4% 1% 3%

very bad 0% 0% 0% 0% 0% 1% 15%

bad 0% 1% 1% 1% 2% 3% 20%

average 15% 18% 18% 28% 35% 51% 47%

good 42% 43% 52% 45% 49% 36% 13%

very good 38% 35% 26% 21% 12% 8% 3%


22% 22% 22% 21% 22%

20%

23% 24%

19%

Country-of-origin images - Medicine

Those who are in 30”s pay attention to country of origin. US, Europe and Japan are high.

Q. Please choose how much you pay attention to when you purchase the following – Medicine

USEurop

eJapan Korea

Thailand

Vietnam

China

I don't know 4% 5% 6% 7% 10% 3% 9%

very bad 0% 0% 0% 0% 0% 3% 22%

bad 1% 1% 0% 1% 2% 6% 25%

average 6% 9% 8% 25% 46% 54% 32%

good 35% 36% 38% 46% 33% 28% 10%

very good 54% 49% 49% 21% 9% 7% 2%


62% 60%63%

55%

68%

62% 62% 61% 61%

Total Male Female 20-29 30-39 HCM HN Lowincome

Highincome

Country images

Country images - General

Japan is associated with “good quality”. Korea is linked with “proud to own” image.

Vietnamese have negative image against Chinese products

Q. Please choose the keyword that comes up for the following country of origin

Good quality Proud to own Relactant to buy

Japan 63% 4% 1%

US 46% 16% 0%

Europe 42% 19% 1%

Korea 25% 30% 2%

Thailand 32% 16% 9%

Vietnam 24% 7% 24%

China 2% 4% 42%

Country images - Detail

Country-of-origin is very important factor for Vietnamese. The number is high for 30-39

and high-incomes.


Highquality

SafeDurabl

eAuthen

ticSophisticated

Stylish TrendyGooddesign

Cool Cute Cheap Fragile BoringLow

qualityDanger

ousBad

design

Japan 92% 71% 52% 35% 12% 4% 3% 3% 2% 1% 4% 0% 0% 0% 0% 0%

US 86% 41% 26% 31% 44% 17% 10% 11% 14% 1% 2% 0% 0% 0% 0% 0%

Europe 83% 41% 21% 24% 49% 20% 13% 9% 19% 1% 3% 0% 0% 0% 0% 0%

Korea 53% 27% 8% 13% 42% 38% 45% 10% 29% 13% 7% 1% 1% 0% 0% 0%

Thailand 43% 35% 32% 18% 11% 23% 31% 8% 12% 13% 47% 1% 1% 2% 1% 1%

Vietnam 23% 37% 16% 20% 4% 6% 17% 3% 4% 7% 67% 25% 15% 18% 5% 11%

China 2% 2% 2% 1% 2% 3% 15% 2% 2% 1% 73% 51% 2% 69% 55% 2%

Good quality Proud to own Reluctant to buy

Country images - Japan

Japan is associated with strong good quality image but less of emotional factor such as

trendy or cool.


38%35%

30%

15%

-2%-3%-3%-4%-9%-10%-11%-11%-12%-13%

-16%

-25%

Good quality Produt to own Reluctant to buy

Total 63% 4% 1%

Male 63% 4% 1%

Female 63% 5% 1%

20-29 61% 6% 1%

30-39 64% 3% 1%

HCM 63% 4% 1%

HN 62% 4% 1%

Low income 58% 5% 1%

High income 66% 3% 0%

Country image (vs average) Image difference by profile

Country images - China

China is strongly associated with negative image such as low quality, dangerous and

cheap


56%

46%44%40%

0% 0%-4%-4%-5%

-10%-13%-19%-21%-22%

-35%

-52%


Total 2% 4% 36%

Male 2% 3% 36%

Female 1% 5% 36%

20-29 3% 4% 35%

30-39 1% 4% 37%

HCM 1% 3% 38%

HN 2% 5% 35%



Image difference by profileCountry image (vs average)

Country images - Korea

Korea has a high proud-to-own factors such as trendy, stylish.


26%

22%

18%17%

8%

3%

-2%-2%-2%

-7%-9%-9%-11%

-13%-15%

-22%


Total 25% 29% 3%

Male 27% 28% 2%

Female 24% 30% 4%

20-29 26% 28% 3%

30-39 24% 30% 3%

HCM 26% 29% 3%

HN 24% 30% 3%




Country images - Vietnam

Vietnam is the mixed feeling of positive and negative. Youth and female takes ”made in

Vietnam” more positively.


38%

14%12%9%

5%1% 1% 0%

-2%-3%-4%-6%-8%-10%

-20%

-31%


Total 24% 7% 21%

Male 22% 7% 22%

Female 26% 6% 20%

20-29 27% 8% 18%

30-39 22% 5% 23%

HCM 22% 8% 22%

HN 26% 6% 20%




Country images - US

US is linked with high quality and sophisticated images especially from HCM and high-

income


32%

21%

11%

5% 4% 4% 2% 1%-2%-3%

-4%

-9%-9%-11%-13%

-27%


Total 46% 16% 1%

Male 46% 16% 1%

Female 46% 16% 1%

20-29 44% 17% 1%

30-39 49% 15% 0%

HCM 50% 14% 1%

HN 43% 18% 0%




Country images - Europe

Europe is linked with high quality and sophisticated images. “Proud to own” is higher than

US


28%25%

7%5% 4% 4% 2%

-1%-2%-2%-4%

-6%-8%

-11%-13%

-26%


Total 32% 16% 10%

Male 34% 16% 8%

Female 30% 17% 11%

20-29 33% 16% 9%

30-39 31% 17% 10%

HCM 30% 17% 10%

HN 33% 16% 9%




Reference

Respondent Profile (N=660)

Female48%

Male52%

Gender

20-2948%

30-3952%

Age Group

5%

17%

24%

26%

28%

Under 4,000,000 VND

4,000,000 - 9,000,000VND

9,000,001 - 14,000,000VND

14,000,001 -20,000,000 VND

Above 20,000,000VND

Household Income

HCM47%Hanoi

53%

Area

Q&Me – About Online Market Research Services

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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. 280,000 members as of Aug, 2017

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. 280,000 members as of Aug, 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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Contact: [email protected]

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Vietnam

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Country-of-origin importance among Vietnamese