CAMBODIA
CLMV Pulse VIETNAM
VIETNAM
MYANMAR
LAOS
the Heartbeat of Southeast Asia’s Consumer
Office of Small and Medium Enterprises Promotion (OSMEP) E-saan Center for Business and Economic Research
CLMV PULSE: THE HEARTBEAT OF SOUTHEAST ASIA’S CONSUMER
VIETNAM
E-saan Center for Business and Economic Research Khon Kaen University
In collaboration with: Ms. Mu Mu Thient, Yangon, Myanmar Laos National University, Vientiane, Laos Hoa Sen University, Ho Chi Minh City, Vietnam Royal University of Phnom Penh, Phnom Penh, Cambodia
Acknowledgement : This report was supported by Khon Kaen University and the topics on food and home decoration were funded by The Office of SMEs Promotion, Thailand (OSMEP) Copyright Š 2014 Esaan Center for Business and Economic Research (ECBER), Published by Khon Kaen University All rights reserved. This publication is designed to provide accurate and authoritative information with regard to the subject matter covered. No part of this publication may be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as expressly permitted by law, without the prior written permission of Khon Kaen University. Requests for permission should be addressed to: Esaan Center for Business and Economic Research (ECBER) Faculty of Management Science, Khon Kaen University, 123 Mittraphap Road, Nai Muang, Khon Kaen, Thailand 40002 Tel: +66(0) 43 202 566, email: ecber.kku@gmail.com Fax: +66(0) 43 202 567 www.ecberkku.com/asean www.facebook.com/ecberkku Price: 450BHT
EDUCATION
WORK & PERSONAL FINANCE
10 12
FOOD & DRINK
HEALTH & MEDICINE
14
32
SHOPPING & LEISURE
HOUSE & HOME
38 44
E-saan Center for Business and Economic Research
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Khon Kaen University
CLMV PULSE: THE HEARTBEAT OF SOUTHEAST ASIA’S CONSUMER
VIETNAM
CLMV PULSE: Vietnam
7
“ VIETNAM VIETNAM Hanoi
LAOS Vientiane
THAILAND
It is said that Vietnam is the city with a beautiful geography. Vietnam is located on the South China Sea Coast which is bordered by China, Laos, and Cambodia. The combination of culture in Vietnam derives from several nationalities regarding to the country had been heteronomy of Chinese empire over a thousand years. Therefore, the dining or even construction is similar to culture of China. Besides, there are many tribes
from the northern region that are influenced by French culture due to the nation was under dominance by CAMBODI A France. Nowadays, it has been seen through the modern buildings and a number of colonial style constructions. So, Phnom Penh Vietnamese culture is mixed as it is shown by habitation, festival and food etc. Ho Chi Minh is the second-biggest city after Hanoi, which is the capital city of Vietnam. Ho Chi minh is also the important economic port city of Vietnam. The economic growth was increasing rapidly in the past decade. Ho chi Minh is also known as Saigon. The density of population is in the high level because there are many people settled here. Habitat area is one of the factors that can determine the people’s belief. The belief is different depending on the area. However, the majority of people are Buddhist. Vietnam is the country which is based on agriculture, and the majority of people live in the countryside, although the economy is increasing fast according to open door policy. The foreign investors have come to invest in the field of industry, retail, and finance more and more. Normally, Vietnamese economy and beware of spending. On the other hand, in the present, a new generation of Vietnamese spends a lot of money on clothes and fashion. This group of people is adolescents. They like to take time with their relaxing activities, even they faced the economic stagnation last year. Bangkok
Siem Reap
Battambang
Kampong Cham
Methodology This study aims to analyze Vietnamese consumer behavior by collecting data from 400 questionnaires. The accidental sampling is used in this study. Focus Group Discussion is also collected by quantitative way. Marketing and consumer behavior specialists also participate in this study, for example marketing experts, advertising experts, professors, and entrepreneurs. For the quantitative data collection, the sampling is determined following by Vietnam’s demography. It is used for the informative and believable sampling. Besides, it is used to represent people in the country. Ho Chi Minh is also used to collect the data. For the beginning, it is found that the income of Vietnamese is quite low. Another (35%) people’s income is not over 4,999 baht. Another (35%) respondents are also between 5,000-14,999 baht. Another (7%) people have got more than 25,000 baht. The Vietnam exchange rate is Vietnamese Dong. It is quite low when compare with another exchange rate, especially Dollars (The United States of America). However, the result showed that people tried to develop their education level into a higher level for their better life and a better chance to live in the society. Vietnamese worked hard, and most of them can communicate English well, especially in the urban area. 8
Khon Kaen University
Respondents Gender
Age
Education
Occupation
Personal Income
* ”HOI AN FAIRY TALE ATMOSPHERE (HOI AN, VIETNAM)” BY JEAN-MARIE HULLOT
CLMV PULSE: Vietnam
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EDUCATION According to the result, it is found that the majority of sample was bachelor degree. (41%) another was high school level. (25%) and the last was in secondary school level (16%) respectively.
Highest education level of respondents sampling og Vietnam
Besides, the result reflected that the majority of people graduated from public university (82%). Another (13%) sample group graduated from international colleges in their own country. Another (3%) respondents graduated from private colleges. And others (2%) graduated from overseas, especially in a group of people who was in a high-level income.
Acacemic Intitutes that group sampling graduated
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Khon Kaen University
VEITNAM
EDUCATION
*“FIRST DAY OF SCHOOL� BY LUCAS JANS
General education in Vietnam aims to motivate its people to be socialism and national trait including capability in career. Former, it was only 10 years for General education and none of Pre-school education system in the nation. Later in 1989-1990, it was expanded to the 9 years of study and called Basic education. Finally, the education system is extended to 12 years then it is named the last three years as Senior high school. The system of education in Vietnam is 12 years throughout the country in 1992-1993. Indeed, when the children are the age nearly 6 years, they must go to school at year 1 level. However, it presented all levels were the least number of students after Vietnam applied to12 years of educational system. Thus, Vietnam National Congress passed the law of universal primary education which is the first law of education in Vietnam
CLMV PULSE: Vietnam
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WORK LIFE The Vietnamese was like Chinese when they worked. They were hard-working. New generation people or new graduates wanted to work with the international companies which were run itself in Vietnam or abroad. It is because of the high salary and to be an individual proud. Vietnamese teenagers and working people like to find an unearned income for supporting their needs. applying the language institution is another way to develop their skills. For women, it is now equal for men and women. Women can get better position depending on their capability. The main occupation of Vietnamese is a private company officer almost (40%). Another is the small-size business owner (20%). And the last is a freelance (12%).
Current occupation sampling of Vietnam
The majority of Vietnamese like to go to work by riding motorcycles (even if they are rich or poor). This is how to save their money. People (80%) use motorcycle when they go to work. Another (6%) people like to walk to work. Car and public transportation are used (2%). Likewise, pick-up service from the company and taxi are not widespread. It is only (0.5%) and (0.25%) respectively. For working hour, they work 6 days a week. Each day work 8 hours. 17%of sample group have another work beside their regular work. Vietnamese labors are classified as low skilled workers however the workfare is good. Employers must compensate social security at 15% of their employees’ wages. Apart from that, they need to support insurance employees’ health at 2% as well. Perhaps, it is found that Vietnamese labours are preferable to work in neighbour countries such as LAOs, Thai particularly the border area. According to the development of economic and society including the high demand of workers and a good fringe benefit for labours in the nation nowadays, it can persuade the new generation of workforce to work domestically rather than labour in the other countries.
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Khon Kaen University
VEITNAM WORK LIFE
*“POTTERY” BY GREG WALTERS
The ways of getting to work of Vietnam people
CLMV PULSE: Vietnam
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FOOD & DRINK 90% of Vietnamese prefer to cook their own food at home. They like to cook their local food such as Chinese food or Vietnamese food. An eating at home is greatly important for Vietnamese people particularly lunch and dinner which are more relax than breakfast. Meal at home can help family members to enjoy better diet and having chitchat among them as well. According to keeping their food, dried food and rice including fish sauce and sugar have been kept in their home every time. For meat and vegetable, they have been kept for a shortterm consumption, so a little fresh food has been hoarded. For frozen food or ready-to-eat food, it is not quite popular in Vietnam because fresh food is easy to find and cheaper.
Kitchen and how to keep their food The Vietnamese’s kitchen is like a traditional kitchen located inside their home. Foreign kitchen is less used by only 10%. Another (5%) people have only pantry. Almost of them has a gas stove, and a refrigerator has been used by almost (90%) of people. Kitchen equipment that has been used the least is strainer or a water filter. Especially in urban, it obviously shows the changes of living style. Vietnamese people have the modern style of kitchen and a large number of other facilities. In addition, they start getting shift their life style to be modern by influencing of the new trends and they also have higher purchasing power.
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Khon Kaen University
For meat, a majority of the sample group buy meat every day. (43%) Another (42%) of people buy every week. For vegetable, the sample group likes to buy every day. They buy things from fresh market because it is cheap. For dried food and seasoning, it has been bought 1-2 times a month from supermarket and grocer’s shop. For frozen and ready-to-eat food, people have never bought it. Some buy 1-2 times a month from supermarket and hypermarket. Although, Vietnamese people prefer the fresh food however a large number of people turn to consume instant food especially the people live in urban. They adopt the way of living from Western style that conveys them to have less time for shopping and cooking. Mostly, people live in center city purchase more instant food, frozen food and dry and tinned food. Some likes having cereal for his/her breakfast in order to save his/her time. Canned food,
"PYRAMID CREME BRULEE - CLOSE-UP - GREEN TANGERINE VND169K SET LUNCH" BY ALPHA
frozen food and dry food are cooked to be main meal. This sort of food is convenient and can be cooked quickly that allows the Vietnamese people to have more free time. The trend is expected to be wider and conform to style of living in Vietnam. When the sample group was asked about their consumption behavior, it is found that 59% of people buy for a short-term consumption. Another (38%) of respondents buy 1-2 pieces once. And only 3% buy a dozen. For the taste, the majority of people like spicy and sweet, especially teenage and middle age people. For meat, people like to eat every kind of meat except 12% of people deny eating meat. And another 19% deny eating shellfish. Significant 5-ranked factors that lead people buying things in Vietnam are 1) good for health2) clear label 3) popular brand4) appropriate price5) believable store such as grocery’s store. Another factor such as hallmark, packaging design, and sale should be in a second significant. CLMV PULSE: Vietnam
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The sample group bought dried food, rice, and seasoning to keep in a long-term consumption. The frequency of buying is once a month. For vegetable, fruit and meat, they were bought every day. (66 %) For fruit, it is bought by 50% of people. Meat was bought every day or 1-2 times a week (44% and 42% respectively) People like to buy things from fresh market. If we focus on only goods, it is found that the sample group likes to buy only meat, fresh fruits and vegetables. For dried food and seasoning, they like to buy from the supermarket or hypermarket instead. The frequency of buying is once a month and it is 60% of people. Meanwhile the rice was bought 1-2 times a month since grocer’s store. And it is 60% people. However, Ready-to-eat and frozen food are still not popular in sample group. The half of peoplehad never bought these things before. There are almost 15%of people buy them every day and every week. And they find things from the supermarket.
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Khon Kaen University
According to the demand of buying things, people like to buy about 3-5 pieces per time, especially the sample of people who are in moderatehigh level income. The ratio is about 50-60%. Almost 60% of people buy only necessary things to use each time. The non-employed and lowincome people are in this group. According to the survey, it is found that the Vietnamese used to buy things from grocer’s store instead of retail shop. Some of them try to adapt themselves to a modern trade. Both purchasing behavior and comparison are also developed as well. The reason why people try to do this is the retail shop has more things to choose than grocer’s store.There are a great amount of supermarket and hypermarket in Vietnam nowadays. They own both by local and foreign entrepreneurs. In fact, department stores and supermarkets in Vietnam offer variety of products especially the imported stock from overseas. "A STAPLE OF VIETNAM CUISINE: SPRING ROLLS" BY AURIMAS
When the factors of choosing/deciding things have been asked, it is found that people try to emphasize in healthy goods and organic goods. The average is 4.16. Another factor is a clear label. The average is 4.07. The last factor is goods/brand should be popular. The Average is 4.04 respectively. Then the factor that people don’t emphasize is imported goods. The average is 2.51. It is the least average because the consumer goods in Vietnam are imported from another country. Another is the advertising such as billboard chart, Television ads, Radio ads, or even newspaper ads.The average is 2.65. And last factor is the colorful goods. The average is 2.93 respectively.
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For the taste, one fourth of Vietnamese like spicy food. It is found more that 10-level of spicy has been rated. The average is 25 out of all respondents. People who are between 23- 39 years old intended to like spicy food the most. While one third of sample group like moderately sweet and salted. (5 points out of 10 points) For the sour, people rated as 5th level same as sweet and salted. The average is 28. For the bitter, half of people don’t like it. (43% rated as 1st level; don’t like) Vietnamese food mainly serves the fresh vegetable in almost menu. Apart from that, several of dips and seasoning are mostly Southeast Asia style more than Chinese style such as sour seasoning made from tamarind or lime juice. Besides, it is an identity of food in different areas. For example, the food in Northern region is influenced by Chinese food such as Chinese clear soup, Chinese stir fried dish. The center of Center region of Vietnam is Hue. It represents the royal cuisine that is spicier than the meal from other region. In the South, it reflects the tradition of Indian and Cambodian style that shows plenty of fruits, vegetable and meat. Kind of meat that the Vietnamese don’t like the most is shellfish. The average is 24. Another is duck, fish, and shrimp. The average is 15, 13 and 10 respectively. Vietnamese prefer to eat pork, chicken and meat. Besides, every meal may include fruit and vegetable as well.
“ENTRONS SUR LE MARCHÉ DE POISSON” BY LOUIS.FOECY.FR
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Khon Kaen University
VIETNAM BY GUIDO DA ROZZE
Eat out behavior At present, Vietnamese people are engaging with working. They opt for eating out particularly breakfast. However,eating out for dinner is now trendy regarding to people can gather or even business meeting purpose over the dinner time. It is therefore more popular and it also leads to increase an expense for Vietnamese people in term of eating out. It is found that Vietnamese prefer to eat out because of rush hour and traffic jam, especially breakfast. The sample group rather to eat out about 52% and another 16% buy wrapped food instead. Another 30% peopleprefers to eat at home.For the meal, they like to eat soft-boiled rice, tea/coffee and sandwich. For lunch, the sample group chooses to eat at home instead. It is related to the interview. Some people said that they like to drop in at home for lunch before going back to work in the afternoon. Only 29% of people that like to eat out for lunch. For dinner, 90% of people prefer to eat at home. Only 7 % of people like to eat out. When the frequency of eating out has been asked, the result showed that 39% of people like to eat out every day. Another 37% of people prefer to eat out 1-2 times a week. Another 25% of people prefer to eat out 1-2 times a month or longer. Surprisingly, 80% of people prefer to eat at the food center. Only 14% of people like to eat at restaurants. The rest 5% of people who eat at food center prefer to go with friends and family.
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Moreover, Vietnamese food is still popular, but seafood is also chosen as well. By 30% of people prefer to eat seafood 1-2 times a week. Another 31% of people eat 1-2 times a month. Fast food is also popular. The majority of people prefer eating1-2 a week (18%). For grilled food, only 26% of people prefer to eat. They go to eat 1-2 times a month. For the international food such as Thai food, Chinese food, Western food (Italian/French), the sample group doesn’t like to eat. They prefer to eat at the food court or restaurant instead. As per the factor of selecting the restaurant, people choose their restaurant depending on price, cleanness. Those are the important factors that consumers chose. Another factor that they concerned is the taste of food and service. They find the restaurant information from their friends (over a half of respondents), internet (23%), and pass by the restaurant (16%). For the delivery service, only 4% of people order it. Another 34% of people sometimes order it. Like in a workplace, there is only 3% of people order food from this service. And another 25% of people sometimes order it According to the survey, it is found that 90% of people prefer to eat at home, especially lunch, and dinner. For dinner, 90% of people like to eat at home. For lunch, it is only 60% of people. For breakfast, 52% of people prefer to eat out, but 29% of people eat at home. There are only 1% that people like to bring food from home to eat outside. And only 2% of them deny having breakfast. In case of lunch, people prefer to eat at home. There are only 30% of people prefer to eat out. And only 10% of people bring food from home to eat outside. However, only 3% of
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Khon Kaen University
“FANTASTIC FOOD IN THE VIETNAM WOODS (悅木) RESTAURANT IN HONG KONG” BY MICHAL OSMENDA
people buy food to eat at home. Then, for dinner, the sample group prefers cooked food in their own home to eat with their family. There are only 1% of people buy food and eat at home. Another 7% of people prefer eating out. And the last, only 1% of people deny having dinner.
Popular breakfast meal that people prefer to eat is rice porridge (23%). Another is one dish meal with tea/coffee. The ratio is 21% and 16% respectively.
Two third of the sample group prefer to eat out once a week or more. 40% of people like to eat out every day. Another 37% of people prefer to eat out once a week. Another 13% of people like to eat out once a month. For the group of people who never eat out is only 5%. Adolescent (people who are between 18-22 years old) is the group that wants to eat out the most. Place where they like to go is food court or market (80%). Another is a restaurant (14%). There are only 5% of people who go to the hypermarket. It is only 0.5% of people who go to hotel’s restaurant. The sample group likes to go with their friends when they go to eat (37%). There are only 33% of people like to go with their familiesor cousin. They like to go with girl/boyfriend (13%). Moreover, there are about 18% of people eat alone. So, 91% of people like to eat their local food. Another is CLMV PULSE: Vietnam
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Thai and Chinese food. They eat out over once a month, and it is 20% ratio. For another kind of food, they are also interested in Korean food, Japanese food, and European food as well. By 10% of people eat once a month. However, about 70% of people have never eaten these foods before.
40% of Vietnamese have never eaten fast food before. Only 5% of people like to eat fast food every day. Another 20% of people eat once a week/month. For seafood, 60% of people eat over once a month. The majority eats every month (30%). Surprisingly, only 20% of people have never eaten seafood before. For sukiyaki and BBQ, they eat once a month (30%). However, about 35% of people have never eaten this kind of food before. The average of age in people who like to eat seafood is 30-39 years old. And the teenagers (people between 18-22 years old) eat 1-2 times a month. Besides, for the quantitative study, it is found that the Vietnamese intended to eat out more, especially in new generation people because they want to try new things. Japanese, Korean, and fast food isa must for them. It is noticed by the increasing of those restaurants.
"IMG_4636" BY JIMMY YAO
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Khon Kaen University
Most of the people prefer street food because they are inexpensive and delicious. The local food from another region is sold along the street in big city and rural area. Indeed, the growth rate of number of restaurants in Vietnam is high such as Pho 24 restaurant which is traditional cuisine of Vietnam. Now, it is expanded a number of branches throughout the town. It also serves similar to Western fast-food.Besides that grilled menu is also fashionable that is very much alike to Thai style grilled pork known as “Grill Villages�.
Significant 3-ranked of people for making a decision to choose where to eat are 1) the taste of food (60%) 2) price and service (30%, 9%) and 3) employee service (44%) respectively. Friend recommendation is the most significant factors to lead people come to the restaurant (54%). Another is internet and social media (38%). And the last is advertising in front of store.
"FISH AND DILL FOR 2 - CLOSE-UP - CHA CA LA VONG VND120000 EACH" BY ALPHA
When mentioned on delivery service, it is found that Vietnamese have never used this service before. 73% of people have never ordered to the workplace. And another 62% of people have never ordered to home. People who use this service are about 5%. Another 3% of people use to order to the workplace and another 4% of people use for home. Moreover, it is found that over one fifth of sample group used to order this service to workplace and over one third used to order to home. CLMV PULSE: Vietnam
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25
73
34
62
24.50
73.00 %
The tendency of healthy food consumption The result found that 54% of people eat non-toxin food/healthy foodwhile another 21% does not. There are only 13% of people eat every day. The high-level income of the sample group tends to eat much. Another group is not interested in this kind of food because they think that it is expensive. Even they cared about their health, the research found that they like dessert, deep fried food, grilled food, and preserved food. It seems like they love to eat these kinds of food so much. By 83% of people likes dessert. Another 43% of them love grilled food. And another 39% of them like to preserve food. Next, 37% of them love deep-fried food. However, fast food is still no impact for them. The reason why they like to eat healthy food is for their good health. It can protect them from disease (57%).For 3-ranked by popular healthy food, there are food and non-toxin vegetable, organic rice/non-toxin, and the vitamins and supplementary foods. Moreover, 38% of people prefer to spend on their healthy food more about 5 % from regular price. Another 28% of people prefer to spend more 10%. And another 25% prefer to spend as a regular price. It is one forth ratio.
Behavior of eating healthy food in group sampling For eating healthy food behavior of the Vietnamese, it is found they eat this kind of food every day (54%). Another people have 1-2 times a week (14%). Furthermore, another20% of people have never eaten this food before. Women spend money on healthy food more than men.The age average is 30-39 years old. According to quantitative research, it is found that Vietnamese food is good for health because it is consisted of vegetable.
no incone lower than 4,999
5,000-9,999 10,000-14,999 15,000-24,999 25,000-34,999 35,000-44,999 UP 50,000 Everyday
More than a month
Weekly
Never
Monthly 24
Khon Kaen University
In addition, when we classified eating behavior and their income, it is found that the high level of income can spend more money on healthy food. It is completely 100. For the moderate level, it is 65% ratio. Lastly, it is 53% of moderate to low level income. The reason why they deny eating healthy food is it is not necessary to eat (43%). It is believed that their food is also good for health. Another reason is healthy food is expensive (23%). And the last is it is so inconvenient to find healthy food to eat (16%). Vietnamese don’t like food that contains MSG (monosodium glutamate). Some don’t like processed food, fast food and preserved food as well. The ratio is 26%, 22%, and 20% respectively. Some avoid eating high-fat level. Some avoid eating deep-fried food and fast food. The ratio is 70%, 56%, and 52% respectively. Furthermore, Vietnamese like to eat dessert so much. They cannot avoid eating it. Some like to eat grilled food, and preserved food. The ratio is 83%, 46% and 40% respectively. When it is mentioned to the age, it is found that people who are over 50 years old prefer to avoid eating high-fat level food. In the other side, people who are between 23-29 years old like to eat high-fat level food so much. One fourth of them can eat regular high-fat level food.
"IMG_4642" BY JIMMY YAO
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The aged people prefer to avoid eating highfat level food, but people who not over 29 years old can eat normally. People who are between 50-60 years old prefer to avoid eating grilled food. Adolescents (18-22 years old) and people who are over 60 years old avoid eating MSG food. People who are in the group of 40-49, 30-39, 23-29 years old can eat normally. People who are between 23-29 years old avoid eating processed food, but the group of 60 years old people like to eat this so much. At the same time, over a half of 60-year-old’s people deny eating this kind of food. Moreover, fast food is popular with people who are between 18-22 years old. People who are over 60 years old avoid eating this. Besides, people who are in the group of 40-49, and 50-59 years old avoid eating as well However, the sample group of people tends to avoid eating unhealthy food. But the dessert is still popular for Vietnamese because they used to eat like this. Every Vietnamese menu nowadays is sweet. That is the reason why people like to eat dessert or sweet food (80%). The result found that 90% of people like dessert.
MEAL AT VIETNAM BY TAIYO FUJII
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Khon Kaen University
According to the information above, it is found that the sample group prefers to take care themselves by eating fresh and healthy. The main purpose is to protect themselves from illness (60%). Women take care themselves better than men (55% to 45%), but men deny eating healthy food more than women (65% to 35%).Then men tend to take care themselves better than women. The reason why women try to eat healthy food is they want to be in a good shape. Another reason is the taste of the food is quite good. For men, they take care of themselves because they think that it is now popular and for their health.
Organic food is one of the healthiest foods that Vietnamese choose to eat (31%). Another 27% of people prefer organic rice, supplementary foods or vitamins (27%, and 10%). For the herbal drinks, there are only 7% of people who want to drink. Moreover, Vietnamese prefer to spend 5% over the regular price. It is 38%. For people who prefer to spend over 10% more than regular price is 28%. And people who never spend over the regular price is 25% respectively.
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Alcohol Drinking Behavior It is prohibited from drinking alcohol for Vietnamese people who the age under 18 years old by law. However, it has been seen the selling of beer and wine in general besides there is no restriction of checking the age of purchasers. They are pleased by hanging around after work at the club, restaurant or even small shop along the street. All that sort of shops provides small tables and chairs alongside the street. Then, customers are served beer and wine. It is true that people are fond of eating out and drinking. This offers an opportunity for alcohol beverage business investors to enter to the market and it is expected to make profits. Drinking is a social event for a good relationship with friends and business partners among Vietnamese people. People who live in rural area drink the rice whisky that produced by themselves due to the cheap price. While, the urban people drink beer which is higher price as per their financial status. The result found that 70% of people like alcohol drinking. Men tend to be more than women. 14% of people always have alcohol drinking. Some sometime drinks (55%). Women’s drinking is about 3%. People who always drink are in a group of high-level income. When asking about their attitude toward alcohol drinking, it is found that the majority of people don’t like it tasted and it is not good for health.
"HANOI, VIETNAM - HÀ NỘI" BY DAVID BERKOWITZ
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Khon Kaen University
Any kind of beverages and behavior For Vietnamese, they prefer milk, tea and coffee every day and more than once in one day. Another beverage has been drunken 1-2 a week for example, a bottle of tea, soya milk, soda, and fruit and vegetable juice. “IMG_0365” BY JIT BAG
Frequency of eating healthy food in group sampling
Milk, instant coffee, tea, soda, sweet drink, and energy drink have been consumed by the sample group. They prefer to buy from grocer’s store. For fresh coffee, it is easy to buy at the coffee shop (44%). Another people buy it from the supermarket and some make for their own at home. The ratio is 20%, 16%, and 13% respectively. Besides, some people like to buy energy drink fruit and vegetable juice from the coffee shop too. Wine, Champaign, Brandy, Whiskey, and international beers have not quite popular. A high-level income prefers to drink this. They buy from a restaurant, and night club. Some beverages such as functional drink, beauty andhealthy drink and herbal drink are not also popular. It is Two third of Vietnamese. CLMV PULSE: Vietnam
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Tea-coffee and dessert consumption behavior The majority of Vietnamese prefer to drink coffee more than once a day. When comparing tea and coffee in the same ratio (19%), it is found that the ratio between tea and coffee is 18% to 14%. However, one fifth of Vietnamese don’t like to drink tea (24%). People who don’t drink coffee are 24%. From the age average, it is found that people between 40-49 years old prefer to drink coffee. Another is people who are between 50-60 years old. They like to drink coffee at the coffee shop (33%). And they buy tea from grocer’s store (40%) and supermarket (25%). Drinking tea is common in Vietnam and Asia. As known its properties as medicine, it is the daily drinking for Vietnamese people. Apart from drinking tea at home, the tea shop where is decorated more fancy that is influenced by Western style is now opened a lot. Vietnamese people especially female drink coffee daily. They prefer drinking at coffee shop to freshen up because the weatheris hot in Vietnam. Regarding to coffee is planted in Vietnam so drinking coffee is inexpensive and popular in the country. For dessert, bakery, and ice cream, 10% of people prefer to eat more than once a day. 26% of people desire more than once a week. And another 23% of people prefer to eat 1-2 times a week. 60% of people have never eaten. Again, the frequency of eating bakery and dessert is that people prefer dessert and bakery to ice cream. Especially, the place to buy is completely different. Snacks will be bought from coffee shop, but bakery, cake, ice cream and dessert will be bought from bakery shop and supermarket.
Food Expense Personal expense of Vietnamese is about 1,000-4,000 baht per month. (About 45 Baht per meal) Household expense is about 6,000-8,000 baht per month. (Not over 90 Baht per meal) Besides, 15% of people like to plant their own fruit and vegetable.
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HEALTH & MEDICINE When they get sick (a minor symptom), they prefer to buy medicines from the pharmacy shop (80%). Another 7% go to see the doctors at the clinic or hospital. Some do nothing and let the illness, relieve by themselves.
When they got a serious illness, they have to go to see the doctor. They try to go to public hospital (70%). Another 20% of people go to private hospital. Only 5% of people go to clinic.
Responsible for medical expenses of sampling Vietnam
However, the majority of Vietnamese don’t have enough health welfare. It is noticed that people should pay for a medical fee by themselves (55%). Another 30% use health insurance. And the rest (3%) use their government service.
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VEITNAM
HEALTH &MEDICINE
FRANCO VIET HOSPITAL BY LAWRENCE SINCLAIR
Over one third of them have annual health-checkup. Another one third never goes for health-checkup. By the way, they go for health-checkup every 6 months to year, especially moderate to high person’s income. In Vietnam, the higher income group always travels to be treated or check up in overseas despite medical service in the country attempts to improve its service. However, the lower standard of service, overcrowded and working hard of physicians and nurses lead to Vietnamese patients are unhappy with fundamental rights of consulting and caring. Recently, Vietnamese people have more income thus they start considering their health and interested in health products. Normally, they avoid seeing doctor except critical illness. They go to pharmacy without prescription. Then, they are diagnosed and given the medicine by seller. For another way of health-checkup, almost a half of sample group takes vitamins or supplementary food. Another two third of people like to exercise. Female tend to work out less than male. One third of people exercises every day. Walking and running activity is the main thing that people do. They prefer to work out at the park. Another 16% of people go to the fitness center. For female, they like doing yoga, bicycling, and aerobic dancing.
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As per an increasing of purchase power and standard of living is higher including an influence from media, it encourages people to concern their appearance and think about their beauty and health. Therefore, Vietnamese people are willing to spend their money on cosmetics and skin care including other products such as shampoo, shower gel and toothpaste that are local and imported products. Some of them are famous brand from many parts of the world but the most accepted cosmetic is from Korea and Japan. Nearly 62% of Vietnamese hardly take care of their skin, especially some group of people such as men, people who are between 30-39 years old, and people who gain not over 10,000 baht income per month. It is found more that men never take care of their skin (90%). The rest of 38% of people take care of their skin in different ways, especially people who are between 18-22 years old. 0ne third of this group of people tend to use lotion and over 60% is female. Another 20% of female wear makeup. Moreover, the new method of plastic surgery such as Botox, skin doctor care, and taking supplementary food or vitamins are still less reachable. Those who are taking care of themselves by these methods are only 0.03%, 2%, and 10.5% respectively. According to people’s attitude, it is found that female tend to interested in taking of their skin the most. Another concern looks younger, especially people who are between 30-39 years old. The last concern is the use of popular brand.
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For the attitude of male about their beauty, it is found that they try to emphasize in plastic surgery the most. Another concern is the use of popular brand and beauty clinic. The majority of men have their hair cut every month (70%), but women take every 3 months to salon (40%). Another 30% of people come every month.
The frequency of service barber shop
The majority of Vietnamese do not familiar to spa shop 60% of people have never come to spa shop at all. However, female rarely go to spa shop, and some go once a month. The ratio is 15%, and 10% respectively.
The frequency of service spa shop
DOCTOR AND NURSES BY RESURGE INTERNATIONAL
For the use of beauty clinic, the majority of men have never used the spa shop. Another 5% use every month. For female, 50% of people use every 6 months. And another uses the beauty clinic every month instead. 34
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Smoking habits For smoking behavior of Vietnamese, itis found that 20% of people prefer to smoke. People who are between 30-39 years old are smoking the most (80%). They smoke every day. And another 20% of people sometimes smoke. They are about 18-22 years old (16%). 5% of people are female. Moreover, about 90% of people agree about public smoking, but another think that it is not good for health and make others annoyed. Also they buy the cigarette from grocer’s store (80%) and another from convenience storeor fresh market (5%).
Smoking behavior
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SHOPPING & LEISURE Vietnamese tend to interested in fashion. They always look good and up to date. Fashion shops including bags, and shoe shop are the target (50%). Another buys things from a market fair(20%) and shopping mall (15%). Online shopping is not still popular (5%). People like to buy things every 3-6 months, depending on the kind of things they want to buy. They prefer clothes to shoes or bags. Vietnamese like to update their fashion by internet (34%), friends (21%), and television (18%).
Fashion source in Vietnam consumers
GONE SHOPPING. #SAIGON #VIETNAM #NAMAFIA BY ASTRANGELYISOLATEDPLACE
The majority of the sample group tend to buy things because they need or for replacing the old things (54%). Another reason is for their personality (19%). Another is the affordable price (8%). Promotion products are not popular in Vietnamese. There are only 4% of people’s concerns this. Lastly, people who concern about the quality or brand are 6%.
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Fashion purchasing factor
Necessary Price Promotion
Other Popular
Brand/Quality Show class
VIETNAM
SHOPPING
LANTERN SHOP IN Háť˜I AN BY HARALD HOYER
For the luxury products, 90% of people tend to avoid buying these. Another 10% of people have 1-2 things of luxury products. The main reason of buying is the design of products and their quality. Only 1.3% of people think it is an investment. And the last, people buy these to show their individuality and social status. Also, the most of the samples of Vietnamese have the habit of saving and spending as necessary, rather than base show financial status. The trendy products are available at a number of shops in downtown area.There are plenty of shops both particularly brand name and department stores that sell general goods. DGJ_0887 - LADIES LOVE TO SHOP IN ALL COUNTRIES. BY DENNIS JARVIS
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Vietnamese prefer to purchase in different ways depending on kind of products. Some prefer to buy toilet paper and detergent 1-2 times a month from supermarkets/hypermarket (60%). Some prefer to buy soap, shampoo, toothpaste, and skin care 1-2 times a month from the supermarket and grocer’s store. People who have got a high income level prefer to buy things from supermarket (90%). For cosmetics, people prefer to buy every3-6 months from supermarkets/hypermarket, shopping center, and particular stores. People who are between 23-29 years old are the target group. Books and magazine have bought from local grocer’s store (35%). Another 33% of people buy from book store. Moreover, people who are not over 30 years old prefer to buy books and magazine every day.Over 80% of people buy more than once a month.Online shopping is still not popular. Sometimes they buy from Facebook page, especially adolescent.
Attitude towards products purchasing For the Vietnamese attitudes tend to focus on high quality products. When they have to buy something, they prefer the best things,the Vietnamese will take into consideration quality products and cost effective purchases. Vietnamese concern about the quality of products and valuable. They try to find the best things in the store before making a decision. However, they seem not to serious when making a decision to buy things, they hardly care of the top 3 of the items about fashion, and they always do not intend to buy things. For computer, cell phone, tablet, and communication devices, they prefer to buy from particular store (60%). Another buys from shopping center like parts of motor vehicle and bicycles. They buy things every 6 months or over. From interview, Vietnamese people prove their financial status by motorcycle and mobile phone. There are 9 million populations and more than 4 million of motorcyclesin Ho Chi Minh City. Mobile phone is technological product that shows high growth rate. It is easily to see mobile phone shops all around the town in Vietnam.
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Vietnam consumer’s shopping attitude
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HOUSE & HOME Characteristic of habitation Generally, Vietnamese prefer to live in a detached house/villa (33%). They have been living for approximately 15 years. They stay in home about 5 days a week. They are also a big family, and the members are over 3-5 people. The members of the family are between 30-60 years old. Another habitation is a town house (26%), and apartment (16%) respectively.
Types of habitation of sampling
A detached house in Ho Chi Minh City, the building is similar to commercial building in Thailand. It is a construction high style over 3 floors. But there will never be another building adjacent to the wall. Because the density of the cities and land price. Including for living an extended family the residential development is vertical Besides, they have built their house themselves (53%). Another people live in rentedhouse (20%) and second house (13%). Housing development is still in a less number For indoor, there are 3 bedrooms because residents of the extended family about 1-2 bathrooms. Their houses are made of brick and cement (80%). Another is semi-cement (20%) and some is wooden (4%). 80% of people prefer to decorate their house by certain.For the wall, it is decorated with painting. Another 17% of people decorate their walls by wallpaper. As for the floor, it is decorated by tiles (80%). Another is cement (11%).The rest is wooden (9%).
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VIETNAM
HOME CARE AND DECORATIONS
NOTRE DAME CATHEDRAL, HO CHI MINH CITY, VIETNAM BY YEOWATZUP
HOI AN BY DAVID MCKELVEY
HOI AN BY DAVID MCKELVEY
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Dwelling Behavior According to the result, it is found that people stay at the living room the most (50%). Another is a bedroom (40%). And last is the kitchen or dining room (8%) respectively. They pay attention to the decoration of living room the most (67%). Another is bedroom (28%). It is related to where the sample group wants to show their room to the visitorsthe most. That is the living room (82%). Another is a garden. For kitchen, they concern of its decoration in a less number (2%). However, people who concern of kitchen decoration are 5% (3 ranked from the questionnaire). Indoor electronic equipments The sample group households have television (96%) and fan (95%). Two third of them have rice cookers, VCD player, and washing machine. They have approximately 2 televisions each household. It is related to the qualitative research. It is found that TV is the signal for their social status. They prefer to put TV in a living room and room decoration should be good. In addition to television, also found that the Vietnamese used paintings embroidery bottle of liquor or a glass of expensive in home decoration, especially the living room.
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Home decoration and Products Purchasing Behavior For Vietnamese’s home decoration style, they said that they do not hire architects,interior designer, and designer for their homes decoration (74%), but another 14% of people hire them to decorate some parts of their home. 12% of people hire them to furnish all of their home. It is a high income level of people groups. Over a half of people think that they concern about the cleanness, convenience, and arrangement.57% of people think that it is the most important things to concern. Another 34% of people think that it is not quite important things to concern.However, they hardly arrange or move their furniture. Itis moved once in a long time (37%). Another people moved their furniture once a year (25%).
“HOTEL APARTMENT” BY MICHAEL COGHLAN
The frequency of home decoration purchasing is over once a year (47%). They prefer to buy things such as lamp, picture frame. Another people buy thing once a year (25%). For table, closet, and bed, they also buy over once a year (45%). Another people buy once a year (19%). The reason why people buy new things is to replace the old one which is broken (70%). The majority buys things because they think it is necessary. Another people think that they want to renovate their home (14%). Another 8% of people think that it is for a convenience.
“IMG_0577” BY NGUYEN HUNG VU
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After an improvement of living, Vietnamese people require spending their time at home. The culture of long term in using a piece of furniture has been shifted. Now, modern-day consumers prefer designed and modernized products. In fact, the furniture shops are zoning into wooden furniture, the furniture products from China and luxury style from Europe. It truly offers different price. Equipment can be purchased at general shops, at market, alongside the street and supermarket. Recently, foreign goods start entering to local market. For example, famous brand of kitchenware is placed on sale in big city such as Ho Chi Minh City, Hanoi etc. However, it is not good selling due to costly product. The inspiration of home decorating is from internet (40%), friends (32%), and magazine (27%) respectively. Favorite furniture style of Vietnamese is comfortable and up-todate furniture (55%). Another is tailor-made furniture (25%). And the last is antique furniture (12%). Another 2% of people prefer built-in furniture. And DIY furniture will be interesting if its price is suitable. People prefer to buy their furniture from home decoration stores (72%). Another 10% of people special order from furniture store. Some buy from department store (7%). Moreover, people tend to buy things from home decorating exhibition as well (40%).
The percentage of Vietnam’s favorite furniture styles
“FURNITURE MAKING” BY KATINA ROGERS
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Places to buy furniture and home decoration
Furniture and home decoration store Order Department store Second-hane shop
Special department store for furniture and home decoration Other Exhibition event Online internet
The result found that they themselves make a decision for buying furniture or home decoration (70%). Another people who influenced them are their spouse (30%) and another 25% of people are their children. They always pay by cash (90%). Only 10% of people use credit card. The expense of their home decoration is 45%. It is lower than 5% of their annual income.
Mostly in fluence your decision However, 70% of people believe in fortune (how to locate things in their home), 43% of people strict in this fortune. Another 25% of people sometimes believe in fortune. And another 25% of people do not believe.
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Factors affect buying, home decoration The important factors affect buying and home decoration is recommendation from sales person is an important factor for people. Next is the shop with varied style of furniture products on the other hand, people do not concern these factors. First is the purchasing from their favorite actor/actress. Second is the purchasing via credit card and the last is the purchasing of a low price furniture respectively.
Factors in buying furniture among for Vietnam people
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A long life product is the most important factors for Vietnamese. Another is product quality. And the last is product design and beauty respectively. The least factors that people have to concern are paying by installment, where the store located, and the last is technology-used for designing the products.It is found that people concern about the quality of products. And the least important factor is paying by installment. It is because Vietnamese don’t like to pay via this method.
Factors in buying furniture of Vietnam people
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However, when we criticized by their income, it is found that moderate-high income level and moderate income level prefer a modern home decoration style. For higher income level people, they tend to like a Modern, European or Classic, and Asian or Tropical home decoration in a proper proportion.
Favorite home decoration styles
Gardening and Carpentry There is no retail shop that merely sells garden equipment in Vietnam. Most of the tools and wares in house are product from China. At present, Vietnamese people use equipment that are produced domestically because of cheaper and better quality than product from China. The sample group prefers to plant their own trees and do gardening by themselves (30%). Another 18% of people like to do craft. Moreover, 66% of people can fix the electronic devices by themselves, such as bulb, and water pipe. For the residence, people tend to emphasize the cleanness of living room the most. They believe that the cleanness is the most important things for their home. However, they hardly move their furniture. They try to move it once in over a year. And one forth of them, rearranges their home 1-2 times a year. It is the same as the frequency of purchasing the home decoration. According to the survey, it is found that people do not have their own garden. Only 25% of people have. Another 37% of people like to do gardening and plant trees, but the rest 37% do not. Moreover, 17% of people prefer to bring some furniture to get the garden furnished. For the hand craft, 83% of people do not like to do this. Another 3% of people always do the handcraft. Another 14% of people sometimes do this. For the equipment fix, 45% of people sometimes get the thing fixed by themselves. Another 35% of people have never done that. And another 20% of people usually get the thing fix.
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Planting and gardening
Self’s appliances’ maintenance for Vietnam people
“VIETNAM 112” BY ROB WHITE
“ZZ213_4_5_TONEMAPPED” BY PETRA
“DSC01085” BY BRYAN DORROUGH
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Pet care Popular pet of Vietnamese is a dog. They tend to prefer dogs to cats. By 23% of people have dogs. And only 10% of people have cats. They have more than 1 dog and cat. Surprisingly, 90% of people have never brought your pets to the salon. It is only 10% sometimes go. For fish, it is about 16% of people have fish as pets. There are 46% of people do not have pets. They said that they do not like animals. And another 20% of people said that their apartment is not permitted and some allergic to fur.
The proportion of people who have pets
“TUAN CHAU” BY USODESITA
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“THIS GUY KNOWS ALL THE GOOD TAILORS” BY RORY.BE
Travelhabits Favorite tourist attrition The sample group prefers to go to attraction natural tourist attraction. Over 70% of people love to go to the sea, and beach. Another 13% of people love to go to the mountain. And another 8% love to go to cultural tourism. For health tourism, it is now less popular. For the frequency of domestic travelling, 60% of people prefer to travel with family once a year. Another prefers to go with friends (32%). They take 2-4 days for a trip (70%). Another 18% of
people take 5-7 days. The sample group prefers to rent a car for travelling (60%). Another 9% goes by bus. And another 8% goes by private car.
How to travel in domestic
For the frequency of domestic travelling, 76% of people have never been abroad.24% of people travel once a year. The popular destination is South-east Asia (70%), North Asia (Japan, China, Korea, Hong Kong) (19%), and Europe (7%).They prefer to go travelling with family and friends taking about 5-7 days. They go travelling by plane, and they take regular airline for 19%. Another people go abroad. They take a low cost airline for travelling.
Popular countries they have to go
“DAY 2 HANOI, VIETNAM� BY YUKO HONDA
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Former, Vietnamese people do not spend much money on leisure but the trend now has been changed. They normally travel to closed attraction. While, the most preferred season of travelling is summer and during school holidays in June to August including the long holiday during Christmas and New Year. When people earn higher income, part of them decides to travel both domestic and overseas with tour operator due to convenient availability. The popular destination is Hue, Halong Bay and Hoi An. There are a number of attractions in Vietnam such as natural site, historical site, the building and museum. The rate of travelling overseas is also growing. Mostly, they travel to neighbor countries such as Thailand, Singapore and China. They travel abroad by plane while travelling domestic by car or train because of inexpensive price.
SAPA, VIETNAM BY NATHAN O’NIONS
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Vietnamese work over 5 days. They work over 8 hours a day. However, when they have got a day off, they have to go outside. Some like to stay at home. It is one third of them. Another 20% of them have the activities with their family. Only 3% goes to different towns on their day off. And another 2% goes shopping. And 8% of them have to work on holidays.
Popular activities on holidays
“FH020001” BY SANTIAGO LLOBET
Saving and Investment habits The sample group pay by cash (90%). It is only 5% of people use a credit/debit card. Over a half have credit cards. About 28% of them have more than 1. For saving and investment, they prefer to deposit their money with banks. About 10% invests in gold. Another 7% save the money by life insurance’s company. Another 3% invest in real property. It is found more that 6% of people have never saved or invested in any ways. They save 10-20% and invest not over 10% of their income. For credit, about 12% of people have a personal credit. Another credit is a little proportion.It is because people normally pay by cash.
How to pay
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27% of people prefer to pay a bill directly to its office. Another 10% pay their cost of utilities by bank. And another 5% pay by their account directly.
How to pay bill
Saving and Finance Behavior 90% of people prefer to pay by cash. People who have credit cards are 53%. Another 47% do not have. For saving, they tend to save with their bank (39%). Another 10% invest in gold. Moreover, 7% save by life insurance’s company. Another 3% invest in real estate. Besides, it is found that 6% of people have never saved and invested any ways. Only 1% of people invest in stock. The majority of people who invest in stock are people over 40 years old.
Saving money
“VIETNAMESE MONEY” BY MARCIN WICHARY
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In the details, the majority of Vietnamese, 30% save 10-20% of their income. Another saves not over 10% of their income. Only 12% of people save 30-50% of their income.Normally, people do not like to be indebtedness, 90% of people said that. For credit users, 12% of people have personal credits. Installment in Vietnamese now is not quite popular. People who use this service is 8%. And another 6% have car credits. People who never used the installment and car credits service are 92% and 94% respectively.
Hobbyand Free time The modern style of living in Vietnam generates less free time for Vietnamese people which can cause them to be stress. Actually, recreation is important but people in Vietnam spend time for leisure less than other countries’. Even people live in urban, they believe relaxation is extravagant. When they have a free time, they prefer to watch television, watch the movie at home, and listen to the music, surf the internet/social network, cook, and do housework. For exercise, some work out every day. Other 50% of people hardly work out at all. Vietnamese do not like art, craft and creating work. They like to watch a sport match, do gardening, and play computer game respectively.
Besides, Vietnamese prefer to go out such as eating out. Another are shopping, party, see the movie, and karaoke singing. Some do not like to go to night club and exercising when they have a free time.
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Contributors Assoc. Prof. Dr. Kullapapruk Piewthongngam Director Asst. Prof. Prasert Vijitnopparat Deputy Director Dr. Nimnual Piewthongngam Deputy Director Dr. Suthin Wianwiwat Deputy Director Mr. Supakorn Sirisoontorn Senior Analyst Mrs. Chonthicha Weeraphan Aunsri Analyst Ms. Suwattana Pikulnee Analyst Ms. Kanokporn Teebua Analyst Ms. Kamonchanok Makcharoen Analyst Ms. Keerati Thaweeshup Analyst Mrs. Tharittiya Chanhom Statistician Ms. Sangob Sermna Statistician Mrs. Nichanan Eiamphet Support team Ms. Sutteeya Nopwinyuwong Support team Ms. Nattaya Srihanam Support team Mr. Ponlawit Noosrikaew Graphic Designer
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About the Book Consumer behavior in Southeast Asia is constantly shifting. The CLMV Pulse book series provides the most up-to-date insights on consumer behavior in Cambodia, Laos, Myanmar, and Vietnam based on qualitative analysis of surveys and focus group discussions. This book, part one of four, examines the consumer behavior of Vietnam living in Ha noi on topics including: education, work and personal finance, food and drink, health and medicine, shopping and leisure, and house and home. The insights presented are invaluable for anyone interested in understanding the current lifestyles of the Vietnam in Ha noi.
Office of Small and Medium Enterprises Promotion (OSMEP) Esaan Center for Business and Economic Research (ECBER) Faculty of Management Science, Khon Kaen University, 123 Mittraphap Road, Nai Muang, Khon Kaen, Thailand 40002 58
Khon Kaen University