Market research top-line

Oct. 2012

HCMC

HA NOI

DA NANG

THEME:

Mens behavior & drinking habit

About:
Viettrack is a monthly consumer research report of FTA Research & Consultant, aims to deliver opinions, evaluations and perceptions of consumers about various topics including economic situation, new trends, products & services etc. We do hope that Viettrack could help producers and marketers feel the breath of consumers, from which find out the most appropriate way to satisfy the consumers needs which is increasingly sophisticated. Viettrack is done according to ISO 20252:2006, the international quality standard in market research and ESOMAR code of conduct. Viettrack - October 2012: Sampling size : N=300; HCM = HN = DN = 100 Sex: Male Economic class: ABCD Age: 18 - 49

Product usage
Beer, instant coffee and CSD are the most popular drink toward male customers. It seems to be wine and energy drink are more preferred in Hanoi comparing to HCMC and Danang.
Overall
Drank before Wine Beer Draught Beer Energy Drink Fruit juice Instant coffee RTD Coffee RTD Tea
58 9 5 44 9 93 70 72 87 99 73 64 85 17 20 14 62 95 52 55 63 73 90 66 49 99 88 48 62 90 85 98 61 100 99 97 7 5 52 51 100 88 86 58 80 94 60 64 40 37 80 85 80 98 43 2 18 86 97 33 58 89 81 18 11 77 83 98 24 22 84 79 86 81 99 42 8 29 72

HCMC
Drank in the last 3 months
96

Hanoi

Danang

Drank in the last 1 month

98 87 85 100 94 91 18 10 52 86 27 42 95 88 69

82

58 33 49

62 60 76

91

55

74

CSD

99 93

N=300

N=100

N=100

N=100

Time of usage
Wine and Beer are mostly used at night time. However, in Hanoi, most of male consumers drink beer at evening time, while instant coffee is chosen for morning time. Beside, consumers often use energy drink, RTD Tea and CSD on the afternoon.
Overall Morning Wine Beer Draght beer Energy drink Fruit Juice Instant coffee RTD Coffee RTD Tea CSD
12 24 12 12 19 18 12 20 54 72 58 73 20 11 20 54 42 50 14 33 17 46 3 13 18 18 16 19 52 67 75 38 63 72 6 42 67 16 17 20 24 13 15 52 43 11 28 79 7 77 3 81 25 47 47 6 10 86 5 11 43 42 11 13 8 14 14 81 58 78 2 11 5 35

HCM Afternoon

Hanoi Evening
25 38 93 20 87 36 21 29 20 27 45 50 74 6 71 61 58 62 6 79 5

Danang Night
19 21 100 32

43

97

94

89 18 47 34 48 55 69 67 46 100 50 30 22 74 73 70 68

10

14 28 13

12 17

54

60

23 28

N=300

N=100

N=100

N=100

Frequency of usage
Instant coffee is a popular weekly choice for male consumers. Beside, in respect of other drinks, average usage is 2-3 times/week .

Less than once a month Once a month

6 10

3 9 17

7 16

3 6 12

3 12

3 5 14

2 14 7 10 14 21

15

13 14 26 20

23

2-3 times per month

29

28

14

20

Once a week 2-3 times per week

23

28 18 33 36 30 30 13 32 9 7 21 15 4 17 7 36 42 35

24

4-6 times per day Daily

10 3 8 4

Wine
N=187

Beer
N=273

Draught beer
N=43

Energy drink
N=232

Fruit juice
N=100

Instant coffee
N=220

RTD coffee
N=14

RTD tea
N=175

CSD
N=261

Drinking place - Overall

Alcohol drinks such as beer/wine are often used in on-premise, especially in Quan nhau while other soft drinks are drunk mostly in off-premise such as at home or friends home.
Wine Beer Draught beer Energy drink Fruit juice

On-premise
Quan nhau
70 77 70 5 2

Restaurant

28

34

20

Food stalls

28

28

20

25

18

Disco/Bar/Club/Karaoke

17

27

10

Coffee Shop

44

46

Off-premise
Home
54 53 18 56 67

Friends/Relatives' Home

43

49

22

20

13

N=187

N=273

N=60

N=232

N=148

Drinking place - Overall

RTD coffee On-premise
Quan nhau
4 1 2 5

Instant coffee

RTD tea

CSD

Restaurant

2 4

Food stalls Disco/Bar/Club/Kar aoke Coffee Shop

22

30

10

12

23

52

53

41

Off-premise
Home Friends/Relatives' Home
69 68 64 62

19

22

N=26

N=220

N=211

N=261

Drinking partner - Overall

Liquor such as wine and beer are mostly used in friend gathering occasion, they rarely drink alone. However, other type of drinks, they could drink alone or with friend/colleague. Wine
Alone
10

Beer
11

Draught beer
7

Energy drink
60

Fruit juice
61

Friend/Colleague

83

90

75

68

69

Neighbour

23

24

23

10

Customer

26

21

27

Relative

54

57

43

19

20

Parents

12

16

Lover/Wife

17

20

N=187

N=273

N=60

N=232

N=148

Drinking partner - Overall

RTD Coffee

Instant Coffee

RTD Tea

CSD

Alone

77

61

65

62

Friend/Colleague

27

57

68

65

Neighbour

10

Customer

Relative

16

21

25

Parents

10

Lover/Wife

18

14

N=26

N=220

N=211

N=261

Brand Usage CSD.

Coca-Cola is a most popular CSD, especially in Hanoi. Overall HCMC Hanoi
Drink most often
84 65 79 47 75

Danang

Have drunk in the last 3 months Coca-Cola Pepsi

27 50 79 39

65 42 53 6 15 2 9

78

22 10 1 22 3

63 17 15 4 15 3 15 1

55

7UP
4

26

Fanta Mirinda
1 9

37

Sprite
1

11

2 1 2 4 1 1

15

Big cola Xa Xi Vinh Hao Chuong Duong Bidrico

8 1 4 1 4 1 1 N=261 1 N=93 2 11 2 11

20

2 N=88 N=80

Brand Usage Beer

In HCMC, Heineken is the most popular drink. But in Hanoi, consumers prefer Hanoi beer as their first choice. Beside that, Danang people choose green Larue. Overall
61 27

HCMC
Have drunk in the last 3 months

Hanoi
29

Danang
Drink most often
69 15 45

Heineken Tiger 333

6 28 6 26

37 42 8 46 15

68

3 1

17 6

26

31 3

Green Sai Gon Red Sai Gon Ha Noi beer

8 2 26 7 28 20

3 1 55 20

16 3 23 2 80 60

Green Larue Red Larue Zorok Sapporo

26 16 13 2 3

2 1 36

73 46 7 6

5 1 N=273

15 N=89 N=96

1 N=88

Brand Usage Wine

In Hanoi, Vodka is the most popular drink. But in HCMC, it seem Vietnamese wines are more popular than others. Overall HCMC Hanoi
Drink most often
74 63 8 1 9 3 30 18 5 2 15 4 2 1 N=187 N=58 N=87 N=42 26 5 38 17 5 2 5 33 12 19 14 2 5 13 30 26

Danang

Have drunk in the last 3 months Vodka

37 45 21 4 2 8 2 9 3 30

Red/white Wine Whisky Vietnamese wines Rum Brandy Gin wine

3 1

Brand Usage Instant Coffee

Nescafe and Trung Nguyen caf are the most popular drink in all locations. Especially, in Hanoi and HCMC, Trung Nguyen caf is ranked at top. However, in a general view, Nescafe is a dominant brand comparing to other in the Danang market. Overall HCMC
Have drunk in the last 3 months Nescafe G7 (Trung Nguyen) Vinacafe Moment (Vinamilk) Maccoffee Americafe
N=220 N=80 N=85 26 8 3 1 2 2 8 1 1 2 2 4 47 27 49 38 34 9 46 23 7 6 27 62 49 52 25 57 18 22

Hanoi
Drink most often
47

Danang

43 29 27

N=55

Brand Usage Energy Drink

Therefore, this 3 brands have a highest demand among other in Energy drink market. Total HCMC
Have drunk in the last 3 months

Hanoi
Drink most often
65 27 37 45

Danang

Sting Number 1 Red Bull

27

52

27

28 15 35

47

22

44 29 45 27 30 4 55

61

22

44 33 15 1 2 10 1 5 1 9 17

36

Samurai
1

9 1

Lipovitan Red Tiger Buffalo Sumo

4 1 2

1 1

N=232

N=84

N=86

N=62

Source of Information - Overall

Almost people get to know a new brand of drink through television advertising. However, liquor is often noticed by word of mouth such as from friends, relatives.

CSD
Television Advertising
92

Beer
64

Wine

Coffee
78

Energy drink
81

Internet Advertising

30

25

19

18

21

Newspaper/Magazine

19

13

15

19

Radio Outdoor advertising (poster, signboard) Instore advertising

48

39

36

43

46

49

42

40

41

Word of mouth
N=261

48

65
N=273 N=187

72
N=220

41
N=232

44

Source of Information - HCMC

CSD
Television Advertising
96

Beer
85

Wine

Coffee
84

Energy Drink
87

Internet Advertising

38

37

26

24

21

Newspaper/Magazine

27

19

16

18

18

Radio Outdoor advertising (poster, signboard) Instore advertising

75

57

59

66

46

46

29

41

38

Word of mouth
N=93

22

54
N=89 N=58

78

24
N=80

16
N=84

Source of Information - Hanoi

CSD
Television Advertising
84

Beer
46

Wine

Coffee
61

Energy drink
67

Internet advertising

22

23

14

15

13

Newspaper/Magazine

13

11

13

Radio Outdoor advertising (poster, signboard) Instore advertising

19

23

13

15

35

49

45

31

40

Word of mouth
N=88

57
N=96

69
N=87

71
N=85

52
N=86

59

Influence Sources - Danang

CSD
Television Advertising
95

Beer
61

Wine

Coffee
96

Energy drink
90

Internet advertising

30

14

19

13

31

Newspaper/Magazine

16

11

14

18

31

Radio Outdoor advertising (poster, signboard) Instore advertising

48

39

38

50

56

51

52

51

48

Word of mouth
N=80

68

71
N=88 N=42

64
N=55

49
N=62

60

Influence factors toward choices of brand - Overall

Wine Beer
Reasonable price (55%) Origin (54%) Trusted brand by family and friend (52%) Alcohol concentration (51%) Alcohol concentration (54%) Origin (52%) Trusted brand by family and friend (51%) Reasonable price (47%)

Energy Drink

CSD
Reasonable price (66%) Origin (53%) Trusted brand by family and friend (49%) Branded (42%) gas percentage (37%)

Reasonable price(46%) Origin (44%) Branded (40%)

Instant coffee
Scent (49%) Origin (46%) Strong (bitter) taste (42%) Reasonable price (41%) Branded (35%)

Price is the most influence factors toward almost customers choice of brand such as beer, energy drink and CSD. Beside that, in term of wine, alcohol concentration is more likely important. Additionally, coffees scent is more significant comparing to its price. And the last but not least, the origin of product is the most popular factors that consumers are usually concerned when purchasing drink products.

Occasion of Usage - Overall

Common drinks such as coffee and energy drink can be used in anytime while liquor and CSD are more likely to be used in friend gathering occasion and big event such as wedding.

CSD
Birthday party/ Wedding/ Anniversary
56

Beer
76

Wine
55

Coffee
10

Energy drink
28

Friends gathering

56

82

67

54

46

Family garthering

40

59

43

16

22

Customer meeting

10

26

24

15

Holiday/Vacation

29

12

22

Others (Anytime)

52

20
N=273

18
N=187 N=220

61
N=232

70

N=261

Occasion of Usage - HCMC

CSD
Birthday party/ Wedding/ Anniversary
59

Beer

Wine

Coffee

Energy drink

92

71

16

Friend gathering

72

90

85

80

61

Family gathering

46

64

41

19

20

Customer meeting

16

40

26

16

Holiday/Vacation

51

12

31

Others (Anytime)
N=93

50

7
N=89

10
N=58 N=80

53
N=84

67

Occasion of Usage - Hanoi

CSD
Birthday party/ Wedding/ Anniversary
49

Beer

Wine

Coffee

Energy drink

48

47

29

Friend gathering

39

67

54

31

23

Family gathering

33

42

39

14

11

Customer meeting

21

23

19

11

Holiday/Vacation

11

13

11

14

Others (Anytime)
N=88

47

18
N=96

20
N=87 N=85

57
N=86

66

Occasion of Usage Da nang

CSD
Birthday party/ Wedding/ Anniversary
60

Beer

Wine

Coffee

Energy drink

89

50

22

45

Friend gathering

56

92

69

51

57

Family gathering

41

74

52

16

39

Customer meeting

18

24

Holiday/Vacation

23

11

23

Others (Anytime)
N=80

60
N=88

35
N=42

24
N=55

82
N=62

79

Beer Drinking habit

Overall
Package Type Often drink
Bottle 330/335/350 ml Bottle 500ml Can 330/350/355 ml Can 500ml
10 2 7 17 50 83 54 8

HCMC

Hanoi
Drink most often
96 51 23 69

Danang

46 21

85

76 41 16 45

99 32 5

60 47 8

72

Volume of consumption
Less than 1 bottle per week
11 10 30 16 19 31 6 26

1-3 bottle per week

25

4-6 bottle per week 7-9 bottle per week 10-14 bottle per week 15-19 bottle per week More than 20 bottles each time
18 8 4 6 N=273 27

24 9 6 7 15 N=89

27

14 29 3 N=96 17 5 N=88

Beer such as bottle beer and can beer from 330-350ml have higher demand comparing to other. It seems to be that HCMC and Danang people drink more beer than Hanoi people.

Cost per purchase of beer/wine - Overall

People from HCMC spend more for beer/wine comparing to people in Hanoi and Danang. Almost people from Hanoi and Danang spend less than 100,000 vnd per time drinking beer while people from HCMC average spending cost is from 100,000 200,000 vnd. Average cost of 1bottle of wine is usually less than 100,000 vnd.

Beer (per time)

Overall
From 1,000,000 and more 700,000 - 799,000 VND 600,000 - 699,000 VND 500,000 - 599,000 VND 400,000 - 499,000 VND 300,000 - 399,000 VND 200,000 - 299,000 VND 100,000 - 199,000 VND
19 44 40 57 56 60 31 7 14

Wine (per bottle)

Danang
3 8 3 5 10 33 14 7 16 14

HCMC
5 14

Hanoi
5 17

Overall HCMC
9

Hanoi
5 12

Danang
10 14

18

20

18

74 59 54

< 100,000 VND

N=273 N=89 N=96 N=88 N=187 N=58 N=87 N=42

Snack to use with beer/wine

Men are preferred peanut and pork bologna to drink with alcohol. There are not much different between locations. HCMC Hanoi Often use
42 10 17 54 8 38 5 34

Overall Use Fruit Stir fry vegetable Pork bologna Peanut/bean Nothing
N=275 18

Danang

50 11 11 64 35 24 71 26 30

54 19

65 3

30

52 33

69 47

71

71 19

66 29

78

17

21

16 N=89

N=90

N=96

Expenditure this year VS last year CSD

This year and last year, almost people spend an equivalent amount on soft drink.

Overall

HCMC

Hanoi

Danang
11

This year, I spend more on this drink comparing to last year

22

29

25

This year and last year, I spend an equivalent amount on this drink.

69 59 52 58

This year, I spend less on this drink comparing to last year.

19

19

17

20

N= 261

N= 93

N= 88

N= 80

Expenditure this year VS last year Beer

Consumers spend an equivalent amount in this year and last year for beer. Especially, male consumers in HCMC spend more than the other 2 locations.

Overall
This year, I spend more on this drink comparing to last year

HCMC

Hanoi

Danang

34

27 39 36

This year and last year, I spend an equivalent amount on this drink.

48

37

58

47

This year, I spend less on this drink comparing to last year.

18

23

15

17

N= 273

N= 89

N= 96

N= 88

Expenditure this year VS last year Wine

As can be seen, consumers also spend an equivalent amount for wine in this year and last year.

Overall

HCMC

Hanoi

Danang
14

This year, I spend more on this drink comparing to last year

20

19

24

This year and last year, I spend an equivalent amount on this drink.

53

48 56

52

This year, I spend less on this drink comparing to last year.

27

33 19

33

N= 187

N= 58

N= 87

N= 42

Expenditure this year VS last year Instant Coffee

Almost people spend an equivalent amount for instant coffee and energy drink in this year and last year. Overall
This year, I spend more on this drink comparing to last year
20

HCMC

Hanoi

Danang
16

23

19

This year and last year, I spend an equivalent amount on this drink.

65

57 68 75

This year, I spend less on this drink comparing to last year.

16

24 10 9

N= 220

N= 80

N= 85

N= 55

Expenditure this year VS last year Energy Drink

Overall
This year, I spend more on this drink comparing to last year
14

HCMC
14

Hanoi

Danang
7

20

This year and last year, I spend an equivalent amount on this drink.

71

55 79

84

This year, I spend less on this drink comparing to last year.

25 15 7 10

N= 232

N= 84

N= 86

N= 62

Preferred promotion type CSD

In the respect of CSD, the most preferred promotion type is bigger size with the same price or mobile phone. In a general point of view, Hanoi people has less care about promotion program comparing to HCMC and Danang people. Overall
Bigger size with the same price Mobile phone Computer/ laptop Bonus the same product brand Motorbike Car Discount on the product price Smart phone/Iphone/Ipad Camera Gold metal
N= 261 35 31 30 29 27 26 25 23 23 20 3 N= 93 8 10 14 11 29 11 23 21 15 N= 88 N= 80 15 37 19 21 24 34 43 40 45 27

HCMC
40

Hanoi
24 27 28

Danang
40 39 49 31 49 46

Preferred promotion type Beer

Mobile phone and Laptop are the most preferred promotion when consumers purchasing beer.

Overall
Mobile phone Computer / Laptop Motorbike Smart phone/Iphone/Ipad Car Discount on the product price Fridge/ air-conditioning/washing machine Camera Bonus the same product brand Bigger size with the same price
N= 273 35 34 32 29 29 28 26 26 24 23

HCMC
34 26 37 19 23 37 12 16 15 14 N= 89

Hanoi
29 21 10 26 12 13 18 20 16 24 N= 96

Danang
43 56 50 43 53 35 50 42 42 32 N= 88

The most preferred promotion Wine

In term of alcohol, promotion such as direct discount on the products price or a mobile phone are more effected. Overall
Discount on the product price Mobile phone Smart phone/Iphone/Ipad Motorbike Computer/Laptop Bigger size with the same price Camera Car Gold metal Bonus the same product brand
24 21 21 21 20 18 17 17 16 N= 187 N= 58 3 21 9 10 9 16 16 15 14 13 N= 87 N= 42 17 33 19 19 24 14 16 31 12 26 33 43

HCMC
55

Hanoi
22 22 22

Danang
24 33 24 31 45

Preferred promotion type Instant Coffee

The most effected promotion for common drinks such as instant coffee and energy drink is adding bonus product with same brand. Overall
Bonus the same product brand Discount on the product price Bigger size with the same price Mobile Phone Computer/Laptop T-shirt/ Helmet/ Fashion cap Smart phone/Iphone/Ipad Car Gold metal Camera
26 25 24 21 20 18 15 15 13 N= 220 1 10 N= 80 6 N= 85 N= 55 6 5 11 14 29 4 28 7 26 20 19 36 35

HCMC
41

Hanoi
21 8 28 25 25

Danang
53 40 27 29 38 27 24 36 36

Favorite promotion type Energy drink

Overall
Bonus the same product brand Discount on the product price mobile phone Bigger size with the same price Computer/Laptop Smart phone/Iphone/Ipad Motorbike T-shirt/ Helmet/ Fashion cap Car Camera
19 19 18 18 18 17 N= 232 34 31 28 27

HCMC
38 38 25 30 11 6 7 21 8 7 N= 84

Hanoi
23 20 17 24 15 17 16 12 11 8 N= 86

Danang
44 37 48 27 36 37 36 23 40 44 N= 62

MEDIA HABIT

Favorite activities
HCMC
70 67 65 64 49 46 40 39 37 36
N=300 N=100

Overall
Watch movie at home Drink and party with friends Coffee with friends Listen to music Searching Internet Read Newspaper/Magzine Play Sport Watch Sport Visit friends Play Computer Games

Hanoi
82 63 71 79 56 39 45 38 33 48 31 40 36
N=100

Danang
58 53 69 86 85 67 54 54 39 47 31 35
N=100

50 32 39 41 38

Watching TV hour
HCMC
61 59 55 52 40 28 27 22 19 14
N=300 N=100

Overall
20h01 - 21h00 19h01 - 20h00 21h01 - 22h00 18h01 - 19h00 22h01 - 23h00 11h01 - 12h00 12h01 - 13h00 17h01 - 18h00 23h01 - 24h00 0h01 - 1h00

Hanoi
64 53 53 66 64 63 61

Danang
53 60 50 61 37 49

35 41 19 5 28 20 22 9
N=100

42 15 31 15 28 9 11
N=100

45 22

Popular TV channel
HCMC
81 79 60 56 46 43 39 34 29 23
N=300 N=100 N=100 N=100

Overall
HBO VTV3 VTV1 Star Movie HTV7 HTV9 VTV2 Star Sport Cinemax Danang

Hanoi
82 82 95 74 67 65 8 25 46 36 40

Danang
78 91 65 62 64 47 41 42 1 68

50 40

57 29 25 45

42

Popular Programs
HCMC
78 70 62 58 42 37 36 23 23 23
N=300 N=100 N=100

Overall
News Football TV film Gameshow Music Other sport Natural world Talk show Advertisement Documentary film

Hanoi
75 56 74 41 72 64 29 33 25 33 69 79

Danang
89 76 70 66 32 47 48 28 34 21

35

31 36 9 16 20

N=100

Popular Newspaper
HCMC
53 47 44 20 17 10 8 7 7 6 5 7 5 11 3 12 4 1 13 30 11 16 14 43 67 73 3 24 11 8 5 8 22 8 56

Overall
Bong Da Thanh Nien Tuoi Tre The Thao Ngay Nay Tiep Thi Gia Dinh Thoi Trang Tre Auto Vietnam Thanh nien (weekly newspaper) Dan Ong The thao SGGP

Hanoi
60

Danang
57 66

N=300

N=100

N=100

N=100

Popular Website
HCMC
67 47 46 45 44 43 40 40 24 18 36 25 55 13 22 22 22 44 54 39 62 42 53 23 60 28 37 33 43 54 77 37 51

Overall
Google.com.vn Youtube.com 24h.com.vn Facebook.com Vnexpress.net Yahoo.com Dantri.com.vn Zing.vn Nhaccuatui.com Tuoitre.vn

Hanoi
68

Danang
57 50 45 60

N=300

N=100

N=100

N=100

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