Vietnam market research topline viettrack mar 2010 - e [compatibility mode]

Market research top-line March 2010

HCMC HA NOI DANANG CANTHO

HIGHLIGHTS: Social marketing & Vietnamese community insights

About

Viettrack is a monthly market research top-line developed by FTA
Research & Consultant, the representative of ESOMAR in Vietnam.

Viettrack aims to:
Provide snapshots on Vietnam consumers
Explain market research terms, usage, application, methodologies for
Vietnam market
Introduce new developments in market research worldwide and Asia
Pacific region.
Interact with marketers in Vietnam on approach and direction for a
most effective and value for investment usage of market research.
Eventually, this would help reduce marketing failures and expand the
research industry in Vietnam

Current social concerns of Vietnamese people

Concerns on education %

Total HCM Hanoi Danang Cantho

Youth lifestyle guidance 16 51 18 42 18 55 20 52 9 56

Literacy program 14 49 10 39 19 53 9 43 17 59

Skill training for homeless children 11 42 15 34 14 58 7 30 6 46

Schooling for poor children 11 40 18 32 4 40 14 41 6 45

Laws awareness 6 36 8 25 4 50 5 27 6 41

Support for poor rural students 6 35 4 18 0 33 12 34 7 56

Skills for people in remote areas 7 34 6 23 5 39 3 28 12 47

Improve university quality 7 34 2 16 4 35 11 33 11 52

Raise awareness for child care 8 34 11 22 7 48 10 37 5 29

Increase foreign language skills for students 7 34 0 12 1 34 15 35 11 56

Train & improve life skills for the youth 10 33 8 17 14 41 10 30 6 44

IT literacy improvement 5 30 0 7 6 41 6 30 7 42

Life for the blind 4 27 2 15 7 41 2 13 3 40

Book reading habits 2 21 3 10 1 21 1 21 4 32

Maintain & develop traditional craft villages 2 18 1 7 24 3 16 2 26
N = 400 N = 100 N = 100 N = 100 N = 100

A1a. Which social issues do you concern now?
A1b. What are the 5 most worried issues to you?

Concerns on living environment

%

Environmental protection 31 68 49 70 32 79 31 67 10 56

Industrial waste treatment 15 60 10 36 19 80 13 57 18 66

Water source protection. 14 55 19 59 21 71 6 38 11 50

Houses for low-income people 11 48 13 46 12 50 12 40 8 54
Power savings 12 47 11 32 8 51 16 46 12 58
Green trees 10 46 7 34 6 47 15 49 11 54

The danger of waste 10 43 13 42 11 60 7 29 7 42

Global climate change 6 31 4 18 7 44 3 16 11 45

The damage of storm 3 28 1 12 36 7 29 4 36

Erosion, landslide along river areas 2 19 1 11 1 26 16 4 33

Salinity phenomenon 1 17 9 21 3 3 34

N = 400 N = 100 N = 100 N = 100 N = 100


Concerns on urban civilization

%

Unemployment 35 70 35 58 31 73 30 66 42 82

Support Vietnamese products 11 42 14 39 6 44 9 39 16 46
Protect children’s rights 8 42 8 25 11 63 6 36 7 45
Preservation of historical relics and landscapes 8 41 4 21 13 59 7 44 6 41

Improve civilized communication 13 40 14 30 16 45 17 43 4 42

Help the poor to enjoy Tet/ Mid-autumn/ Noel 5 33 4 21 4 33 6 39 4 37
Corporate Social Responsibility 4 26 1 13 9 33 4 16 2 43

Public transport usage 3 24 4 18 3 36 2 10 1 31
Promote global cooperation 3 16 3
1 3 17 19 5 33

N = 400 N = 100 N = 100 N = 100 N = 100


Concerns on social health %
HIV/ AIDS prevention
24 69 35 60 12 62 30 72 18 82
Smoking harms 15 56 13 35 30 78 9 53 9 59
Unwanted juvenile pregnancy 13 53 6 33 21 70 19 57 6 52
Increase the knowledge about reproduction and sex 8 47 10 29 3 59 8 43 10 55
Foster and care for the elderly and unfortunate children 13 46 15 38 13 57 10 39 14 51
Free health test and treatment for the poor 11 46 17 45 8 50 8 43 9 44
Reduce abortion rate 9 45 9 27 6 59 11 47 10 45
Humanitarian blood donation 4 43 4 33 4 42 2 36 4 61
Help HIV patients integrate into life 1 34 0 15 3 41 29 2 50
Help victims of Agent Orange 3 34 1 15 2 41 2 30 8 51
Prevention of dengue 1 33 3 31 0 33 1 35 32
Disease prevention (avian influenza, acute diarrhea ...) 2 31 3 19 2 44 2 29 1 32
Increase awareness of HIV/AIDS treatment 3 30 3 14 5 41 2 26 2 39
Detoxify online (game, chat, sex…) 4 26 1 10 2 25 6 25 7 42
Oral health care 1 26 0 8 1 39 2 20 2 37
Prevent drowning 1 25 1 13 2 34 1 18 1 36
Improve nutrition for infants and pregnant women 1 25 3 14 33 20 1 34
Help terminally ill people to integrate into life 2 21 1 13 5 30 8 32
N = 400 N = 100 N = 100 N = 100 N = 100

Concerns on traffic safety

Total HCM Hanoi Danang Cantho %

Wear helmet 22 69 20 56 23 70 28 76 17 73

Reduce traffic accidents 18 63 12 47 12 70 20 65 29 70

Laws awareness 17 57 15 35 8 67 8 47 35 78

Traffic civilization 14 52 8 23 21 83 10 41 17 62

N = 400 N = 100 N = 100 N = 100 N = 100


Suggested programs for education

%
Total HCM Hanoi Danang Cantho 20-29 30-39 40-55 Male Female
N = 400 N = 100 N = 100 N = 100 N = 100 N = 121 N = 150 N = 129 N = 200 N = 200

Youth lifestyle guidance 7 7
15 11 15
16 19 17
Literacy program 21
18 12 17 30
Raise awareness for child care 13 6 13
18 14
11 5 8
8 12 6
Schooling for poor children 10 6 9 10
12 9 6 8 13
Skill training for homeless children 13 7
9 5 8
6 8 4 10
7 10 9
Laws awareness 9 12 5 7 9
9 8
8 12 9 15 8 9
Increase foreign language skills for students 11 11
4 8 6
7 11 7
Skills for people in remote areas 9 8 9 8 5
7 8 8 9 5
2
Improve university quality 6 7 9 6 7 5 9
6 5 3 3
5 3 6
5 4 5 5
Train & improve life skills for the youth 19 2
4
13 5 3 17 17 15
10 12 10 12
7
Others

A1c. Which social issues you think should get dealt with first?

Suggested programs for living environment

%
N = 400 N = 100 N = 100 N = 100 N = 100 N = 121 N = 150 N = 129 N = 200 N = 200

Environmental protection 9
21 20 24
25 27 27 28 27
Water source protection 13
44
Industrial waste treatment 16
7 16 10
15 27 13 20
16
Houses for low-income people
17 11 16 15
13 13
Green trees 12 11 12
16 6 11
12 4 12 19
Power savings 12
16 13
15
14 9 15
11 15 8 7
The danger of waste 11
4 5 11 10
9 5 11 12 7
10 11 5 5
Global climate change
8 11 12 5 6 11
6 13 9
10 7 6
Others 5 5 2 5 3 5
1
2 1 1 3 3 1 3 2 3 2


Suggested programs for urban civilization

%
N = 400 N = 100 N = 100 N = 100 N = 100 N = 121 N = 150 N = 129 N = 200 N = 200

Reduce unemployment

36 37 40
Protect children’s rights 42 40 41 42 43
52 50

Improve civilized communication
7
7 16 13 10
12
Support Vietnamese products 14 15
25 9
19 10 9
12 12 14
Help the poor to enjoy Tet / Mid-autumn/ Noel 13 5 9 14
11
10 8 12 7
12 2 13 12 7
14 5 9
Preservation of historical relics and landscapes 7 4
5 4 10 5 10
7 10 10 7
5 8 5 3 7 4
Others 11 10 10 11 11 11 12
8 8 9


Suggested programs for social health
%
N = 400 N = 100 N = 100 N = 100 N = 100 N = 121 N = 150 N = 129 N = 200 N = 200

HIV/ AIDS prevention
10
21 20 19
Foster and Care for the elderly and unfortunate 26 24 24 25
8
children
Unwanted juvenile pregnancy 7
13 15 14
14 11
17 15 16
Smoking harms
13 12
11
22 15
Reduce abortion rate 9 11
12 7 16 10
8 9 9
Free health test and treatment for the poor 9 10
9 9 12
11 7 6
8 7
8 8 5
Increase the knowledge about reproduction & sex 7 10
8 8 7 11
8 11 2
4 7 2
Humanitarian blood donation 4 5
1 5 4
6 5
17 17 16 19
Others 14 14 12
10


Suggested programs for traffic safety

%
N = 400 N = 100 N = 100 N = 100 N = 100 N = 121 N = 150 N = 129 N = 200 N = 200

Laws awareness 18 21
24 19 23 22 26 22
29
36

Reduce traffic accidents 36
29 25 33 31 30 31
27 28
23

Wear Helmet

26 28 29 18 28 26 26
30 25 27

Traffic Civilization
23 18
16 16 17 15 16 17 15
8


RESPONSIVENESS OF VIETNAMESE COMMUNITY
TO TOP CONCERNED SOCIAL ISSUES

Note
Not my business Code 1

I have heard about these issues but not interested to find out Code 2

I don’t pay attention, thus though knowing but won’t have any reaction. Code 3

Sometimes spend time exploring/ reading relevant articles Code 4

Spend much time to gather information and think of ways to solve the problems Code 5

The urgent problems usually become the topics for discussing in our gatherings. Code 6

I'm almost obsessed by these issues (writing complaint on blog, writing
Code 7
assessment, setting up topics in the forum ...)

I sometimes join in community programs Code 8

I voluntarily participate in various programs to build better society Code 9

I'm an active and aggressive volunteer joining in many movements. Code 10

TOTAL
Top concerns & responsiveness
%
CONCERNS ATTITUDE & BEHAVIOR
Unemployment 13 4 31 16 17 8 15 5 1N = 197

Environmental 11 3 24 16 22 1 17 13 1N = 147
protection

Wear Helmet 12 21 11 17 2 13 28 6 N = 138

Reduce traffic 13 4 21 13 22 8 13 13 4 N = 136
accidents

HIV/ AIDS prevention 1 4 3 1 21 7 18 7 2 N = 122

Laws awareness 11 22 14 13 3 11 23 11 N = 116

Guidance of youth 8 2 39 19 23 3 5 1N = 89
personality
Industrial Waste 6 2 13 14 24 7 17 15 2 N = 85
treatment
Literacy Program 2 4 4 15 15 6 8 7 2 N = 85
Water source
protection 12 28 24 18 5 5 15 2 N = 83

Smoking harms 3 25 16 21 5 15 15 N = 80

Traffic Civilization
3 8 4 38 19 8 7 11 1N = 73

N = 400
Code 1 Code 2 Code 3 Code 4 Code 5 Code 6 Code 7 Code 8 Code 9 Code 10

A1b + A1c: The top of the worried social issues
A3 Which of the following sentences closely describe your attitude and response to the problems you are concerning ?

CURRENT IMPACT OF SOCIAL PROGRAMS

Current impact of education programs %

Awareness Liking Joining Promoting Changing

Literacy Program 66 23 13 14 18
Schooling for poor children 39 14 12 12 12

Support for poor rural students 36 12 13 11 10

Raise awareness for child care 34 14 12 12 10

Skill training for homeless children 33 12 11 9 7

Youth lifestyle guidance 32 11 12 9 7

Skills for people in remote areas 32 10 7 8 6


Increase foreign language skills for students 29 10 10 8 7

IT literacy improvement 28 9 9 6 7

Train & improve life skills for the youth 27 12 10 8 9

Help socializing the blind with society 27 6 8 6 6

Maintain & develop traditional craft villages 27 5 3 5 5

Improve university quality 26 10 7 8 6

Book reading habits 16 5 6 4 3

Among those, which one the government or any other national and international organizations have involved or had programs/ activities
A2a
A2b
resolving them? What other issue do you think should be solved? [MA]
In general view, do you like and want to search information about those programs in resolving the social issues? [MA]
TOTAL - N = 400
A2c What programs or activities you want to spend your time joining?[MA]
A2d What problems do you want to share with others, persuade or ask your friends/ colleagues/family to join in? [MA]
A2e What programs do you believe that will effectively affect and help you change your perception on life? [MA]

Current impact of living environment programs

%


Environmental protection 60 36 29 27 29

Industrial Waste Treatment 46 23 19 16 17

Green trees 42 19 16 16 15

The danger of waste 42 20 17 19 17

Houses for low-income people 41 16 13 10 11

Water source protection 35 14 9 12 7

Power savings 30 12 11 8 10

Global climate change 29 10 9 6 8

Salinity phenomenon 22 7 5 5 4

Erosion and landslide along river areas 21 4 5 4 3

The damage of storm 15 4 5 4 4

TOTAL - N = 400
A2a
A2b In general view, do you like and want to search information about those programs in resolving the social issues? [MA]

Current impact of urban civilization programs

%


Unemployment 50 19 19 15 16

Preservation of historical relics and landscapes 48 18 14 14 12

Support Vietnamese Products 45 23 17 18 14

Protect children’s rights 39 16 16 16 12

Help the poor to enjoy Tet / Mid - autumn/ Noel 33 15 12 11 11

Improve civilized communication 23 10 7 9 10

Corporate Social Responsibility 23 8 10 5 7

Promote Global cooperation 20 4 5 5 6

Public transport usage 17 5 4 4 4

TOTAL - N = 400
A2a
A2b In general view, do you like and want to search information about those programs in resolving the social issues? [MA]

Current impact of social health programs %

HIV/ AIDS prevention 65 25 26 25 28
Humanitarian blood donation 54 24 19 22 15
Smoking harms 48 18 20 19 17
Help victims of Agent Orange 42 12 12 12 11
Increase the knowledge about reproduction and sex 41 18 17 17 13
Help HIV patients integrate into life 36 14 9 8 7
Free health test and treatment for the poor 36 14 10 8 10

Foster and Care for the elderly and unfortunate children
35 16 15 15 13
Reduce abortion rate 34 13 10 6 12
Prevention of dengue 34 13 9 10 8
Unwanted juvenile pregnancy 33 10 6 5 8
Disease prevention (avian influenza, acute diarrhea ...) 32 11 10 7 9
Increase awareness of HIV/AIDS treatment 27 11 9 8 6
Oral health care 27 11 10 9 8
Prevent Drowning 23 9 7 7 5
Improve nutrition for infants and pregnant women 23 7 6 7 6
Help terminally ill people to integrate into life 18 5 5 4 5
Detoxify online (game, chat, sex…) 16 5 6 4 4
Among those, which one the Government or the national and international Organizations were concerned or carried out programs/ activities
A2a
resolving them? What else do you think they should be solved? [MA]
A2b
A2c
In general view, do you like and want to search information about those programs in resolving the social issues? [MA]
Sist programs or activities you want to spend your time joining?[MA]
TOTAL - N = 400
A2d what problems do you want to share with others, persuade or ask your friends/ colleagues/family to join in? [MA]
A2e What programs do you believe that it will affect positively and effectively which help to change your perception and life concept? [MA]

Current impact of traffic safety
%

Wear helmet 71 34 32 32 27

Reduce traffic accidents 53 16 20 23 21


Traffic Civilization 41 19 16 15 13

TOTAL - N = 400
Among those, which one the government or any other national and international organizations have involved
A2a
or had programs/ activities resolving them? What other issue do you think should be solved? [MA]
In general view, do you like and want to search information about those programs in resolving the social
A2b
issues? [MA]
What problems do you want to share with others, persuade or ask your friends/ colleagues/family to join in?
A2d
[MA]

SOURCE OF AWARENESS DRIVERS &
BARRIERS FOR SOCIAL PROGRAMS

Sources of information
%


Advertising on Television
37 85 37 82 30 80 47 92 33 87
Introduced by relatives/ 13 61 22 59 10 69 5 52 15 63
friends/ colleagues

Newspapers
16 56 16 56 10 57 20 62 18 50

From the local government 11 42 18 42 15 59 8 40 3 27
campaigns
13 37 5 19 21 53 14 34 13 43
Website
2 35 18 1 45 3 32 3 45
Magazine

Banners
1 30 1 46 24 1 25 1 25

Flyers 1 29 0 11 1 31 0 33 4 41

Posters 0 27 1 26 21 0 27 0 33
Union where I work 4 24 7 11 36 1 18 3 34
Billboards 22 24 14 28 23
Volunteers 2 21 6 1 40 0 12 6 26
Radio 1
14 3 13 1 20 1 18

N = 100 N = 100 N = 100 N = 100
N = 400
O fte n M o s t o fte n

0 2 0 4 0 6 0 8 0 1 0 0

A4. What sources do you know about the recent community programs / activities from?

Drivers for participating %


I want to contribute my effort to the community 37 82 45 80 44 91 29 79 30 79

I feel happy when joining 18 67 12 54 18 81 20 70 21 63

I want to share obstacles and happiness with others 16 48 9 34 16 59 18 45 20 53

I try to join like others do 10 42 17 34 7 49 13 55 3 31

I usually participate in meaningful activities 3 36 3 22 3 54 3 28 4 40
Joining will bring benefits to me and others 7 33 6 24 5 52 10 29 7 26

Doing many good things will bring luck 3 26 5 20 3 39 2 28 3 18

Joining in these activities will merit for the next generation
2 25 09 3 42 3 24 1 23

Helping others is my family tradition 3 13 18 1 17 18 7 17

My childhood is full of unhappiness, so I am willing to people with my all best. 10 9 16 2 12

I was forced to participate (Company’s request, my family forced me…) 18 1 15 3 2 310

There is no any reason. I will join if I like 1 1 1 1

N = 400 N = 100 N = 100 N = 100 N = 100

Important Most important

A5. What motive makes you join any community programs / activities?

Barriers from participating

%


I do not have much time 50 67 70 83 2232 66 91 42 61

I have no information about such activities like the registration and
12 31 6 20 21 37 13 41 6 25
participation conditions, time...

I do not believe in any promise or good values which the programs 28 30
are advertising
7 7 27 12 26 5 28 5

My health is not good enough to join 8 26 10 25 27 10 46 9 25

I do not like to join in the activities relating to marketing 11 23 17 24
19 2 20 22 42

5 22 5 7 23 3 23 8 37
Participating in some programs will cost much money

I believe this activity is to increase sales 6 20 29 1728 1 15 5 27

My relatives/ my friends do not want to participate 16 16 5 3 1 11

My family/ my lover does not want me to participate 14 4
3 3 1 27

N = 400 N = 100 N = 100 N = 100 N = 100

A6. Why don’t you join in the community activities / programs?

Ideal program
%


Program content must be realistic and suitable to social issues 38 75 38 63 39 89 38 69 37 80
Many participants 12 54 14 53 8 57 17 64 7 41
Large scale 7 46 7 39 5 53 10 51 5 41

Held in the right and urgent time 13 44 11 48 19 59 9 31 12 37

Promote strongly on public media (television, newspapers, magazine…) 9 44 7 33 8 51 10 53 9 40

The program information should be obvious
9 43 10 33 11 64 7 39 6 35

Registration is simple 1 36 1 29 3 48 25 1 41
Certified / guaranteed by the government or the related departments 3 30 1 19 6 54 1 16 4 32
Organized by a big and prestigious organization 3 27 2 24 32 4 27 4 25
Program has been carried out for a long time 2 24 6 27 29 2 19 1 19

The participation of famous people 4 22 3 23 21 17 11 28

Souvenirs are given to participants 1 14 2 15 2 19 2 20
Company/ my workplace encourages employees to join 1 13 5 1 30 4 1 11

N = 400 N = 100 N = 100 N = 100 N = 100

A7. What element does an ideal community programs/ activities need ?

Conclusion

Unemployment, environmental protection, HIV/ AIDS prevention, traffic safety are top social
issues which Vietnamese people care most.

However, the response from Vietnamese community remains low and passive. Most would
only read the news, think about the issues, talk to others about it. Those who would
aggressively participate and become active volunteers account for less than 5%.

Many of the current social marketing programs are not generating sufficient impact on
changing people behaviors. The most effective programs include: helmet wearing campaign,
HIV prevention, literacy program, traffic safety awareness, environmental protection.

The most critical success factors for a social program would be about addressing the urgent
needs from the community, organized/ launched at the right time and widespread
participation demonstration

Market research top-line

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The next Viettrack will come in on 15th April 2010

Contact:
• +84 8 3514 2584
• viettrack@fta.com.vn

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