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HCMC v HANOI
Understanding V
consumer
differences
June 2009
Vaughan Ryan
Director, Client Solutions
Nielsen Vietnam
Beijing vs Shanghai
Madrid vs Barcelona
Sydney vs Melbourne
HCMC vs Hanoi
Executive Summary
• Attitudes of both markets can be defined as individualistic for
the Saigonese while Hanoians have a collective mindset
Agenda
20% total Vietnam GDP from HCMC 9% total Vietnam GDP from Hanoi
Research Design
• Nielsen Qualitative Study • Nielsen Quantitative Study
– 14 FGD (HCMC=HN= 7) – N = 600
– HCMC and Hanoi (Mid April 09) – HCMC and Hanoi (May 2nd to 15th 09)
– ABC HIB, males & females – ABC HIB, males & females, 20 to 45 yo
– 16 to 40 yo – 40 categories FMCG & non FMCG
How do consumers in
HCMC and Hanoi make
decisions?
Individualism vs Collectivism
2) Increasing Bills
$ 2) Job Security
Individualism V Collectivism
Saigonese Hanoians
Cluster 4 Cluster 5
75%
Cluster 1
25%
HCMC Hanoi
Cluster
2
Cluster
No Change in Consumption
Consumption Change
Cluster
1
Cluster
5
Cluster
4
Not Impacted
HCMC consumers by the crisis
are diverse Base: All respondents
Source: Nielsen RegionalConfidential & Proprietary
Differences
Copyright © 2009 The Nielsen Company
Quantitative Study
Confidential & Proprietary • Copyright © 2009 The Nielsen Company
Recommendations from my
family members
94% 99%
Recommendations from my
friends
71% 91% *
Recommendations from
colleagues/ partners
52% 83% *
Recommendations from my
neighbors
42% 94% *
Base: All respondents Confidential & Proprietary
* Significantly higher
Source: Nielsen Regional Differences Quantitative Study Copyright © 2009 The Nielsen Company
Q 23b: Please rate those statements based on importance (1 to 5).Top 2 Boxes
Confidential & Proprietary • Copyright © 2009 The Nielsen Company
Me vs We
Is it as simple as Saigonese embracing individualism vs Hanoians
being collective in their attitudes?
Saigonese Hanoians
They do care about what others Listen to others advice and act
say as long as they are saying upon this when it comes to
what they want to hear purchase decisions. Others
They will ask for others opinions opinions count.
but in the end buy what’s best They are afraid of making mistakes
for them when they make their own
decisions and want be reassured.
Saigonese Hanoians
“You must have your own “If you don’t look like others
ideas and it should be within in the society, it makes you
your budget/affordability” feel inferior to them”
I will never buy the same clothes that are picked 35% 62%*
by others
But why?
The role of public opinion and social conformity does differ
between the two cities and seems to influence Hanoians more
Saigonese Hanoians
They just live for themselves They don’t just live for themselves
and don’t care “much” about and they do care what others think
what others think. of them. Appearance is key.
Individualism V Collectivism
In summary
3 Reduce price TV
Fridge
Base: All respondents Q 19b: Which promotion program do you prefer&the
Confidential most?
Proprietary
Copyright ©program
Q19c: Which categories would you like this promotion 2009 The Nielsen Company
to be applied?
Source: Nielsen Quantitative Study
Confidential & Proprietary • Copyright © 2009 The Nielsen Company
Saigonese Hanoians
HCMC Hanoi
42 39 36
70
49 52 57
22
9 8 9 7
2006 2008 2006 2008
Base: Borrowers from sources other than banks & Non borrowers Confidentialborrow
Q67: Do you intend to borrow money from bank/not & Proprietary
from
Source: Nielsen Personal Finance Monitor Copyright © 2009 The Nielsen Company
bank in the future ?
Confidential & Proprietary • Copyright © 2009 The Nielsen Company
Electronics
Mobile
phone 45% 72%*
Cosmetics
14% 26%*
* Significantly higher
Base: All respondents Confidential
Q30b: Which are the categories you think of buying premium brands & Proprietary
if your financial
Copyright
situation allows? Top 2Company
© 2009 The Nielsen Boxes
Source: Nielsen Regional Differences Quantitative Study
Confidential & Proprietary • Copyright © 2009 The Nielsen Company
Electronics
Milk Powder
28% 45%
Shower
gel 24% 38%
140
120
10 4 10 2
99
98
100 96 96
92 91 90
89 89 88 88
85 84
83 83 82 Global average 77
81 81 81 80 80
79 79 78 78 78
80 76 76 75 75 75
74 73
72
70 70 70
65 64
63 63
60 60
60
52
Vietnam Global Ranking 48 48
42
40
1st half 2008 7th 31
2nd half 2008 9th
20 1st half 2009 14th
EE
R
B
E
E
O
O
FR
K
U
IE
FI
SE
ES
SG
E
S
O
ID
IN
PH
PK
VN
TH
SA
ZA
TR
L
JP
TW
A
VE
LV
IL
IT
PL
PT
Y
X
B
G
D
N
A
N
C
A
B
A
A
K
C
HCMC
Saigonese Hanoians
Instant Coffee: How have you changed your spending and purchasing?
Changed 13%* 7%
Final Thought
Thank you
Q&A