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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
Youth lifestyle guidance Literacy program Skill training for homeless children Schooling for poor children Laws awareness Support for poor rural students Skills for people in remote areas Improve university quality Raise awareness for child care Increase foreign language skills for students Train & improve life skills for the youth IT literacy improvement Life for the blind Book reading habits Maintain & develop traditional craft villages

% Hanoi
42 39 34 32 25
4 4 0 5 4 7 1 14 6 18 19 14

HCM
51 49 42 40 36 35 34 34 34 34 33
0 8 0 2 3 1 2 4 6 8 10 15 18 18

Danang
55 53 58 40 50 33 39 35 48 34 41 41 41
2 1 3 6 3 11 10 15 10 5 12 9 7 14 20

Cantho
52 43
9 17 6

16 14 11 11 6 6 7 7 8 7 10 5 4 2 2

56 59 46 45 41 56

30 41 27 34 28 33 37 35 30 30 13 21 16

6 6 7 12 11 5 11 6 7 3 4 2

18 23 16
11

47 52 29 56 44 42 40 32 26

22

12 17

30 27 21 18

7 15 10 7
1

21 24

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

% Total
Environmental protection Industrial waste treatment Water source protection. Houses for low-income people Power savings Green trees The danger of waste Global climate change The damage of storm Erosion, landslide along river areas Salinity phenomenon

HCM
68 60 55
10 19 13 11 7 13 4 1 1 49

Hanoi
70
19 32

Danang
79 80 71 50 51 47
6 12 16 15 13 31

Cantho
67 57
10 18 11 8 12 11 7 11

31 15 14 11 12 10 10 6 3 2 1

56 66 50 54 58 54 42 45 36 33 34

36 59 46 32 34 42

21 12 8 6 11 7

38 40 46 49 29 16 29
4 4 3

48 47 46 43 31 28

60 44 36

7 3 7 16

18 12 11 9
1

19 17

26 21

3
N = 100

N = 400

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 urban civilization


% Total
Unemployment Support Vietnamese products Protect childrens rights

HCM

Hanoi

Danang

Cantho

35 11 8 8 13 5 4 3 3

70
14 8 4

35

58
6 11 13 16 4 9 3 3

31

73 44 63 59 45
9 6 7 17 6 4 2

30

66
16 7 6 4 4 2 1 5

42

82

42 42 41 40 33 26 24
4 1 4 1 3

39 25

39 36 44 43 39 16

46 45 41 42 37 43 31 33

Preservation of historical relics and landscapes

21
14

Improve civilized communication

30

Help the poor to enjoy Tet/ Mid-autumn/ Noel Corporate Social Responsibility

21 13 18

33 33 36 17
N = 100

Public transport usage Promote global cooperation

10

16
N = 400

19
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 social health


Total
HIV/ AIDS prevention Smoking harms Unwanted juvenile pregnancy Increase the knowledge about reproduction and sex Foster and care for the elderly and unfortunate children Free health test and treatment for the poor Reduce abortion rate Humanitarian blood donation Help HIV patients integrate into life Help victims of Agent Orange Prevention of dengue Disease prevention (avian influenza, acute diarrhea ...) Increase awareness of HIV/AIDS treatment Detoxify online (game, chat, sex) Oral health care Prevent drowning Improve nutrition for infants and pregnant women Help terminally ill people to integrate into life

% Hanoi Danang Cantho

HCM

24 15 13 8 13 11 9 4 1 3 1 2 3 4 1 1 1 2

69 56 53 47 46 46 45 43 34 34
0 1 3 3 3 1 0 1 3 1 9 4 6 10 15 17 13

35

60

12 30 21 3 13 8 6 4 3 2

62 78 9 70 59 57 50 59 42 41 41 33 44 41 25 39 34 33 30
2 1 2 2 6 2 1 2 8 10 8 11 19

30

72 53 57 43
9 6

18

82 59 52 55 51 44 45 61 50 51 32 32 39 42 37 36 34 32

35 33 29 38 45 27 33

10 14 9 10 4 2 8

39 43 47 36 29 30 35 29 26 25 20
1 2 7 2 1 1

15 15 31 19 14 10 8 13 14 13

33 31 30 26 26 25 25 21

0 2 5 2 1 2

18 20 8

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

N = 400

N = 100

N = 100

N = 100

N = 100

Concerns on traffic safety

Total
Wear helmet

HCM
69 63 57
20

Hanoi
56 47
12 23

Danang
70 70 67
8 28

Cantho
76 65
17

%
73

22

Reduce traffic accidents

18

12

20

29

70 78 62

Laws awareness

17

15

35 23

47 41
17

35

Traffic civilization

14

52

21

83

10

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?

Suggested programs for education


%
Total
N = 400

HCM

Hanoi Danang Cantho 20-29 30-39 40-55


N = 100 N = 100 N = 121 N = 150 N = 129

Male Female
N = 200 N = 200

N = 100 N = 100

Youth lifestyle guidance Literacy program Raise awareness for child care Schooling for poor children Skill training for homeless children Laws awareness Increase foreign language skills for students Skills for people in remote areas Improve university quality Train & improve life skills for the youth Others

16 13 10 9 9 8 7 7 6 5 13

21 11 12 12 11 8 6 5 5 7

15 18 13 7 12 9 2 7 4 3 10

7 19 18 6 8 9 6 5 9 4 8 9 17 5 6 6 8 15 9 6 3 17

11 12 8 9 5 4 7 8 11 7 19

7 17 12 7 10 9 7 8 5 5 12 30

15 13 10 8 9 11 9 5 3 2 4 10 6 8 10 9 8 8 9 5 12

17 14 13 9 8 6 5 5 3 6 15

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

Suggested programs for living environment


%
Total
N = 400

HCM

Hanoi Danang Cantho 20-29 30-39 40-55


N = 100 N = 100 N = 121 N = 150 N = 129

Male Female
N = 200 N = 200

N = 100 N = 100

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

9 13 16 11 19 11 5 13 3

20

27

28

27

24

16 13 16 6 15 11 12 5 1 12 8 11 5 7 3 10 5 9 3 2 13 16 11 16

10 15 11 15 12 6 6 3

20 12 13 7 7 11 5 2

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

Suggested programs for urban civilization


%
Total
N = 400

HCM

Hanoi Danang Cantho 20-29 30-39 40-55


N = 100 N = 100 N = 121 N = 150 N = 129

Male Female
N = 200 N = 200

N = 100 N = 100

Reduce unemployment Protect childrens rights Improve civilized communication Support Vietnamese products Help the poor to enjoy Tet / Mid-autumn/ Noel Preservation of historical relics and landscapes Others 12 12 10 7 7 11 7 19 12 5 5 10 25 8 2 4 10 10 42 40 41 36 52 7 14 10 13 14 8 8 5 13 4 5 11 12 10 3 11 37 40 42 43

50

16 12

13 14 7 5 10 11 9 9 12 5 7 8

10 9 11 7 10 12

15 14 9 7 4 9

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

Suggested programs for social health


%
Total
N = 400

HCM

Hanoi Danang Cantho 20-29 30-39 40-55


N = 100 N = 100 N = 121 N = 150 N = 129

Male Female
N = 200 N = 200

N = 100 N = 100

HIV/ AIDS prevention Foster and Care for the elderly and unfortunate children Unwanted juvenile pregnancy Smoking harms Reduce abortion rate Free health test and treatment for the poor Increase the knowledge about reproduction & sex Humanitarian blood donation Others 21 26

10 8 15 17 9 8 11 8 5 6 10 22 14 24 24 20 7 11 11 15 9 7 7 7 1 16 7 10 7 11 5 14 16 9 8 8 4 14 15

19

25

13 13 12 9 8 8 4 17

14 16 12 10 12 5 11 5 12 19 11 9 6 10 2 2

9 8 7 4 17

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

Suggested programs for traffic safety


%
Total
N = 400

HCM

Hanoi Danang Cantho 20-29 30-39 40-55


N = 100 N = 100 N = 121 N = 150 N = 129

Male Female
N = 200 N = 200

N = 100 N = 100

Laws awareness

24

19

23

18 36

21

29

22

26

22

Reduce traffic accidents 29

25

33

36 23

31

27

30

28

31

Wear Helmet 26 Traffic Civilization 16 8 16 17 30 28 29 18 28 25 26 27 26

23

15

16

17

15

18

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

RESPONSIVENESS OF VIETNAMESE COMMUNITY TO TOP CONCERNED SOCIAL ISSUES

Note
Not my business I have heard about these issues but not interested to find out I dont pay attention, thus though knowing but wont have any reaction. Sometimes spend time exploring/ reading relevant articles Spend much time to gather information and think of ways to solve the problems The urgent problems usually become the topics for discussing in our gatherings. I'm almost obsessed by these issues (writing complaint on blog, writing assessment, setting up topics in the forum ...) I sometimes join in community programs I voluntarily participate in various programs to build better society I'm an active and aggressive volunteer joining in many movements. Code 1 Code 2 Code 3 Code 4 Code 5 Code 6 Code 7 Code 8 Code 9 Code 10

Top concerns & responsiveness


CONCERNS
Unemployment Environmental protection Wear Helmet Reduce traffic accidents HIV/ AIDS prevention Laws awareness Guidance of youth personality Industrial Waste treatment Literacy Program Water source protection Smoking harms Traffic Civilization

TOTAL

ATTITUDE & BEHAVIOR


13 4 11 3 12 13 4 1 4 11 8 6 2 12 3 3 8
Code 1

%
8 1 17 28 8 18 13 13 7 23 23 11 3 15 8 5 5 15 8
Code 7

31 24 21 21 3 1 22 2 21 14 39 13 4 28 25 4
Code 2 Code 3

16 16 11 13 17 2 22 7 13 3 22 13

17

15 13

5 1N = 197 1N = 147 6 N = 138 4 N = 136 2 N = 122 N = 116

11 19

5 1N = 89 2 N = 85 2 N = 85 2 N = 83 N = 80 1N = 73
Code 10

2 4

14 15 24 16 38
Code 4

24 15

7 6 18 21 19

17

7 15 15 7
Code 8

11
Code 9

N = 400
Code 5 Code 6

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
Literacy Program Schooling for poor children Support for poor rural students Raise awareness for child care Skill training for homeless children Youth lifestyle guidance Skills for people in remote areas Laws awareness Increase foreign language skills for students IT literacy improvement Train & improve life skills for the youth Help socializing the blind with society Maintain & develop traditional craft villages Improve university quality Book reading habits
A2a A2b A2c A2d A2e

% Promoting
14 12 11 12 9 9 8 12 10 10 7 7 6 12 7 7 9 6 5 6 3

Liking
66 23 14 12 14 12 11 10 10 10 9 12 6 5 10 5

Joining
13 12 13 12 11 12 7 11 10 9 10 8 3 7 6

Changing
18

39 36 34 33 32 32 30 29 28 27 27 27 26 16

10 8 6 8 6 5 8 4

Among those, which one the government or any other national and international organizations have involved 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 issues? [MA] What programs or activities you want to spend your time joining?[MA] What problems do you want to share with others, persuade or ask your friends/ colleagues/family to join in? [MA] What programs do you believe that will effectively affect and help you change your perception on life? [MA]

TOTAL - N = 400

Current impact of living environment programs


%
Awareness
Environmental protection Industrial Waste Treatment Green trees The danger of waste Houses for low-income people Water source protection Power savings Global climate change Salinity phenomenon Erosion and landslide along river areas The damage of storm

Liking
60 36 23 19 20 16 14 12 10 7 4 4

Joining
29 19 16 17 13 9 11 9 5 5 5

Promoting
27 16 16 19 10 12 8 6 5 4 4

Changing
29 17 15 17 11 7 10 8 4 3 4

46 42 42 41 35 30 29 22 21 15

A2a A2b A2c A2d A2e

Among those, which one the government or any other national and international organizations have involved 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 issues? [MA] What programs or activities you want to spend your time joining?[MA] What problems do you want to share with others, persuade or ask your friends/ colleagues/family to join in? [MA] What programs do you believe that will effectively affect and help you change your perception on life? [MA]

TOTAL - N = 400

Current impact of urban civilization programs


%
Awareness
Unemployment Preservation of historical relics and landscapes Support Vietnamese Products

Liking
50 48 45 19 18 23 16 15 10 8 4 5

Joining
19 14 17 16 12 7 10 5 4

Promoting
15 14 18 16 11 9 5 5 4

Changing
16 12 14 12 11 10 7 6 4

Protect childrens rights Help the poor to enjoy Tet / Mid - autumn/ Noel Improve civilized communication Corporate Social Responsibility Promote Global cooperation Public transport usage

39 33 23 23 20 17

A2a A2b A2c A2d A2e

Among those, which one the government or any other national and international organizations have involved 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 issues? [MA] What programs or activities you want to spend your time joining?[MA] What problems do you want to share with others, persuade or ask your friends/ colleagues/family to join in? [MA] What programs do you believe that will effectively affect and help you change your perception on life? [MA]

TOTAL - N = 400

Current impact of social health programs


Awareness
HIV/ AIDS prevention Humanitarian blood donation Smoking harms Help victims of Agent Orange Increase the knowledge about reproduction and sex Help HIV patients integrate into life Free health test and treatment for the poor Foster and Care for the elderly and unfortunate children Reduce abortion rate Prevention of dengue Unwanted juvenile pregnancy Disease prevention (avian influenza, acute diarrhea ...) Increase awareness of HIV/AIDS treatment Oral health care Prevent Drowning Improve nutrition for infants and pregnant women Help terminally ill people to integrate into life Detoxify online (game, chat, sex)
A2a A2b A2c A2d A2e

%
Promoting Changing

Liking

Joining

65 54 48 42 41 36 36 35 34 34 33 32 27 27 23 23 18 16

25 24 18 12 18 14 14 16 13 13 10 11 11 11 9 7 5 5
7 6 5 6 6 10 9 10 9 9 10 15 10 12 17 19 20

26 19 12 17 8 8 15 6 10 5 7 8 9 7 7 4 4

25 22 15 17 11 13 7 10 13 12 8 8 9 6 8 5 6 5 4

28

Among those, which one the Government or the national and international Organizations were concerned or carried out programs/ activities resolving them? What else do you think they should be solved? [MA] 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] what problems do you want to share with others, persuade or ask your friends/ colleagues/family to join in? [MA] What programs do you believe that it will affect positively and effectively which help to change your perception and life concept? [MA]

TOTAL - N = 400

Current impact of traffic safety


% Awareness Liking Joining Promoting Changing

Wear helmet

71 53 50 41
16 21 19

34
20 19 16

32 23 21 15

32
21

27

Reduce traffic accidents

Laws awareness

25 13

Traffic Civilization

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

SOURCE OF AWARENESS DRIVERS & BARRIERS FOR SOCIAL PROGRAMS

Sources of information
%
Total
Advertising on Television Introduced by relatives/ friends/ colleagues Newspapers From the local government campaigns Website Magazine Banners

HCM
85 61 56
22 16 18 5 19 37

Hanoi
82 59 56
10 10 15 21 1 30

Danang
80 69 57 59
8 5 20 47

Cantho
92
15 18 3 13 3 1 4 0 3 33

37 13 16 11 13 2 1

87 63 50

52 62 40

42 37 35 30 29 27 24
1

42

27 43 45 25 41 33 34 23

53 45
3 1 0 0

14 34

18 46

32 25 33 27

24
1

Flyers 1 Posters 0 Union where I work 4 Billboards Volunteers 2 Radio 1

0 11 1

31 21
11

26 7 24

36

1 18

22 21 14
N = 100

14
1

28 40
0 12 1 6

6 3

26

13
N = 100

20

1 18

N = 400

N = 100
O fte n

N = 100
M o s t o fte n

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


Total
I want to contribute my effort to the community I feel happy when joining I want to share obstacles and happiness with others I try to join like others do I usually participate in meaningful activities Joining will bring benefits to me and others

%
HCM Hanoi
80
18 16 7 3 5 3 3 1 17 44

Danang
91 81
29 20 18 13 3

Cantho
79 70
30 21 20 3 4

37 18 16 10 3 7 3 2

82 67
12 9

45

79 63 53

54 34

48 42 36 33
3

59 49 54 52 39 42
2 3 18

45 55

17 34

31 40

22 24

28
10 29

7 26 3 18 1

Doing many good things will bring luck

26 25

5 20 09 18

28 24

Joining in these activities will merit for the next generation Helping others is my family tradition My childhood is full of unhappiness, so I am willing to people with my all best. I was forced to participate (Companys request, my family forced me) There is no any reason. I will join if I like

23
7 17

3 13

10
18

9
1 15

16 3

2 2 1

12
310

N = 400

N = 100

N = 100

N = 100

N = 100

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

Most important

Barriers from participating


%
Total
I do not have much time I have no information about such activities like the registration and participation conditions, time... I do not believe in any promise or good values which the programs are advertising My health is not good enough to join I do not like to join in the activities relating to marketing Participating in some programs will cost much money I believe this activity is to increase sales My relatives/ my friends do not want to participate My family/ my lover does not want me to participate

HCM
50 67

Hanoi
70 83 2232 21 37 12 26 27 19 24 7 23 1728
2 3 5

Danang
66 13

Cantho
91
6 5 42 61

12 31 7 8

6 20 7

41 28 46

25 30

28 26

27

10 25 17

10

9 25 22 42 8 5 1 11 27

11 23 5 22 6 20 16 14

20 23

5
29 16 3 4

37 27

1 15

5 3

3 1

N = 400

N = 100

N = 100

N = 100

N = 100

Important
A6. Why dont you join in the community activities / programs?

Most important

Ideal program
%
Total
Program content must be realistic and suitable to social issues Many participants Large scale Held in the right and urgent time Promote strongly on public media (television, newspapers, magazine) The program information should be obvious Registration is simple Certified / guaranteed by the government or the related departments Organized by a big and prestigious organization Program has been carried out for a long time The participation of famous people Souvenirs are given to participants Company/ my workplace encourages employees to join

HCM
75 54
14 7 11 7 38

Hanoi
63 53
8 5 19 8 11 3 6 39

Danang
89 57 53 59 51 64
17 10 9 10 7 38

Cantho
69 64
7 5 37

38 12 7 13 9 9 1 3 3 2

80

41 41

46 44 44 43 36 30 27 24
1 1

39 48 33

51 31 53 39 25

12 37 9 6 1 4 4

40 35 41 32 25

10 33

29 19 24 27 23

48 54 32 29 21 15

1 16 4

2 6 3

27

2 19

1 19 11 28 2 20 1 11

4 22 1 14 1 13

17
2 19

2 5
N = 100
1

30

4
N = 100

N = 400

N = 100

N = 100

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

Most important

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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