Country-of-origin importance among Vietnamese
-
Upload
qme-vietnam-market-research -
Category
Marketing
-
view
2.299 -
download
1
Transcript of Country-of-origin importance among Vietnamese
Country-of-Origin images for VietnameseAsia Plus Inc.
In emerging countries, ”country of origin”
is always one of the most important
factors for the purchase decision making.
We had conducted the survey to know the
importance of ”country of origin” and its
images of Japan, Korea, US, Europe,
Thailand, Vietnam and China from 600
respondents.
Objective
Country-of-origin importance
Importance of country-of-origin
Country-of-origin is very important factor for Vietnamese. The number is high for 30-39
and high-incomes.
Q. How much do you pay attention to "country of origin" in shopping?
51% 50% 52% 48%54% 53% 49% 48%
54%
39% 38%41%
40%39% 36% 42% 38%
40%
9% 11% 7% 11%7% 10% 8% 13%
5%
Total Male Female 20-29 30-39 HCM HN Low income High income
very high high average low very low
Country-of-origin importance by category
For female, cosmetic is the category that they pay attention to country-of-origin.
Medicine, food and electronics are high
Q. Please choose how much you pay attention to when you purchase the following
69% 64% 63%
42%
22%
26%26% 30%
47%
33%
4%8% 8% 9%
40%
Cosmetics Medicine Food Electronics Fashion
Female
very important important average
not important not important at all
60% 57% 56%
22%
28% 31% 36%
41%
9% 10% 7%
31%
Medicine Food Electronics Fashion
Male
very important important average
not important not important at all
Country-of-origin images - Cosmetics
Japan and US have the positive images for cosmetics. Importance are high among 30’s
and with high income
Q. Please choose how much you pay attention to when you purchase the following – Cosmetics (female only)
Japan USEurop
eKorea
Thailand
Vietnam
China
I don't know 3% 4% 5% 1% 4% 2% 8%
very bad 0% 0% 0% 0% 0% 1% 22%
bad 0% 0% 0% 0% 3% 8% 36%
average 3% 6% 7% 11% 36% 64% 28%
good 36% 47% 46% 59% 46% 22% 6%
very good 59% 43% 41% 29% 11% 4% 0%
67% 67%
65%
69%
67% 67%
63%
68%
Country image Country-of-origin importance
Country-of-origin images - Electronics
Japan is dominant with electronics. Male and Hanoi put more importance on country-of-
origin.
Q. Please choose how much you pay attention to when you purchase the following – Electronics
Japan USEurop
eKorea
Thailand
Vietnam
China
I don't know 1% 2% 4% 2% 5% 2% 3%
very bad 0% 0% 0% 0% 0% 2% 20%
bad 0% 0% 0% 1% 2% 10% 29%
average 2% 5% 9% 20% 39% 59% 36%
good 19% 38% 44% 56% 44% 23% 10%
very good 79% 54% 44% 22% 10% 4% 2%
Country image Country-of-origin importance
49%
56%
42%
49% 49%
45%
52%
48% 48%
Country-of-origin images - Food
Japan and US are high while 71% shows the negative reaction to China. Those who are
in 30’s and high income put importance.
Q. Please choose how much you pay attention to when you purchase the following – Food
Japan USEurop
eKorea
Thailand
Vietnam
China
I don't know 2% 3% 5% 3% 3% 1% 3%
very bad 0% 0% 0% 0% 0% 2% 39%
bad 0% 1% 0% 0% 2% 11% 32%
average 5% 12% 12% 24% 40% 45% 18%
good 33% 43% 42% 52% 42% 32% 5%
very good 60% 42% 41% 20% 13% 8% 2%
Country image Country-of-origin importance
60%
57%
62%
55%
63%63%
57%
55%
63%
Total Male Female 20-29 30-39 HCM HN Lowincome
Highincome
Country-of-origin images - Fashion
Fashion and country-of-origin has less federations. Europe has the most positive image.
Q. Please choose how much you pay attention to when you purchase the following – Fashion
Europe
US Korea JapanThaila
ndVietna
mChina
I don't know 4% 4% 3% 4% 4% 1% 3%
very bad 0% 0% 0% 0% 0% 1% 15%
bad 0% 1% 1% 1% 2% 3% 20%
average 15% 18% 18% 28% 35% 51% 47%
good 42% 43% 52% 45% 49% 36% 13%
very good 38% 35% 26% 21% 12% 8% 3%
Country image Country-of-origin importance
22% 22% 22% 21% 22%
20%
23% 24%
19%
Country-of-origin images - Medicine
Those who are in 30”s pay attention to country of origin. US, Europe and Japan are high.
Q. Please choose how much you pay attention to when you purchase the following – Medicine
USEurop
eJapan Korea
Thailand
Vietnam
China
I don't know 4% 5% 6% 7% 10% 3% 9%
very bad 0% 0% 0% 0% 0% 3% 22%
bad 1% 1% 0% 1% 2% 6% 25%
average 6% 9% 8% 25% 46% 54% 32%
good 35% 36% 38% 46% 33% 28% 10%
very good 54% 49% 49% 21% 9% 7% 2%
Country image Country-of-origin importance
62% 60%63%
55%
68%
62% 62% 61% 61%
Total Male Female 20-29 30-39 HCM HN Lowincome
Highincome
Country images
Country images - General
Japan is associated with “good quality”. Korea is linked with “proud to own” image.
Vietnamese have negative image against Chinese products
Q. Please choose the keyword that comes up for the following country of origin
Good quality Proud to own Relactant to buy
Japan 63% 4% 1%
US 46% 16% 0%
Europe 42% 19% 1%
Korea 25% 30% 2%
Thailand 32% 16% 9%
Vietnam 24% 7% 24%
China 2% 4% 42%
Country images - Detail
Country-of-origin is very important factor for Vietnamese. The number is high for 30-39
and high-incomes.
Q. Please choose the keyword that comes up for the following country of origin
Highquality
SafeDurabl
eAuthen
ticSophisticated
Stylish TrendyGooddesign
Cool Cute Cheap Fragile BoringLow
qualityDanger
ousBad
design
Japan 92% 71% 52% 35% 12% 4% 3% 3% 2% 1% 4% 0% 0% 0% 0% 0%
US 86% 41% 26% 31% 44% 17% 10% 11% 14% 1% 2% 0% 0% 0% 0% 0%
Europe 83% 41% 21% 24% 49% 20% 13% 9% 19% 1% 3% 0% 0% 0% 0% 0%
Korea 53% 27% 8% 13% 42% 38% 45% 10% 29% 13% 7% 1% 1% 0% 0% 0%
Thailand 43% 35% 32% 18% 11% 23% 31% 8% 12% 13% 47% 1% 1% 2% 1% 1%
Vietnam 23% 37% 16% 20% 4% 6% 17% 3% 4% 7% 67% 25% 15% 18% 5% 11%
China 2% 2% 2% 1% 2% 3% 15% 2% 2% 1% 73% 51% 2% 69% 55% 2%
Good quality Proud to own Reluctant to buy
Country images - Japan
Japan is associated with strong good quality image but less of emotional factor such as
trendy or cool.
Q. Please choose the keyword that comes up for the following country of origin
38%35%
30%
15%
-2%-3%-3%-4%-9%-10%-11%-11%-12%-13%
-16%
-25%
Good quality Produt to own Reluctant to buy
Total 63% 4% 1%
Male 63% 4% 1%
Female 63% 5% 1%
20-29 61% 6% 1%
30-39 64% 3% 1%
HCM 63% 4% 1%
HN 62% 4% 1%
Low income 58% 5% 1%
High income 66% 3% 0%
Country image (vs average) Image difference by profile
Country images - China
China is strongly associated with negative image such as low quality, dangerous and
cheap
Q. Please choose the keyword that comes up for the following country of origin
56%
46%44%40%
0% 0%-4%-4%-5%
-10%-13%-19%-21%-22%
-35%
-52%
Good quality Produt to own Reluctant to buy
Total 2% 4% 36%
Male 2% 3% 36%
Female 1% 5% 36%
20-29 3% 4% 35%
30-39 1% 4% 37%
HCM 1% 3% 38%
HN 2% 5% 35%
Low income 2% 4% 35%
High income 1% 4% 38%
Image difference by profileCountry image (vs average)
Country images - Korea
Korea has a high proud-to-own factors such as trendy, stylish.
Q. Please choose the keyword that comes up for the following country of origin
26%
22%
18%17%
8%
3%
-2%-2%-2%
-7%-9%-9%-11%
-13%-15%
-22%
Good quality Produt to own Reluctant to buy
Total 25% 29% 3%
Male 27% 28% 2%
Female 24% 30% 4%
20-29 26% 28% 3%
30-39 24% 30% 3%
HCM 26% 29% 3%
HN 24% 30% 3%
Low income 27% 27% 3%
High income 23% 32% 3%
Image difference by profileCountry image (vs average)
Country images - Vietnam
Vietnam is the mixed feeling of positive and negative. Youth and female takes ”made in
Vietnam” more positively.
Q. Please choose the keyword that comes up for the following country of origin
38%
14%12%9%
5%1% 1% 0%
-2%-3%-4%-6%-8%-10%
-20%
-31%
Good quality Produt to own Reluctant to buy
Total 24% 7% 21%
Male 22% 7% 22%
Female 26% 6% 20%
20-29 27% 8% 18%
30-39 22% 5% 23%
HCM 22% 8% 22%
HN 26% 6% 20%
Low income 25% 7% 20%
High income 24% 6% 22%
Image difference by profileCountry image (vs average)
Country images - US
US is linked with high quality and sophisticated images especially from HCM and high-
income
Q. Please choose the keyword that comes up for the following country of origin
32%
21%
11%
5% 4% 4% 2% 1%-2%-3%
-4%
-9%-9%-11%-13%
-27%
Good quality Produt to own Reluctant to buy
Total 46% 16% 1%
Male 46% 16% 1%
Female 46% 16% 1%
20-29 44% 17% 1%
30-39 49% 15% 0%
HCM 50% 14% 1%
HN 43% 18% 0%
Low income 44% 16% 1%
High income 48% 16% 0%
Image difference by profileCountry image (vs average)
Country images - Europe
Europe is linked with high quality and sophisticated images. “Proud to own” is higher than
US
Q. Please choose the keyword that comes up for the following country of origin
28%25%
7%5% 4% 4% 2%
-1%-2%-2%-4%
-6%-8%
-11%-13%
-26%
Good quality Produt to own Reluctant to buy
Total 32% 16% 10%
Male 34% 16% 8%
Female 30% 17% 11%
20-29 33% 16% 9%
30-39 31% 17% 10%
HCM 30% 17% 10%
HN 33% 16% 9%
Low income 33% 17% 8%
High income 31% 16% 11%
Image difference by profileCountry image (vs average)
Reference
Respondent Profile (N=660)
Female48%
Male52%
Gender
20-2948%
30-3952%
Age Group
5%
17%
24%
26%
28%
Under 4,000,000 VND
4,000,000 - 9,000,000VND
9,000,001 - 14,000,000VND
14,000,001 -20,000,000 VND
Above 20,000,000VND
Household Income
HCM47%Hanoi
53%
Area
Q&Me – About Online Market Research Services
Our SolutionSurvey is conducted via mobile phone and the data is processed real-time
Affordable Quick High qualityTakes 24 - 48 hours for
most surveys, proving
real-time analysis
Superb real-time
analysis for flexible and
accurate data collection
1/3 of the competitor
pricing
Our Advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 280,000 members as of Aug, 2017
0%1%
18%
31%
22%
14%
7%
3% 3%1%
Age
19%
18%
6%
4%3%3%
47%
HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City
Our Advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 280,000 members as of Aug, 2017
Married Status Household income Smartphone ownership
Single, 72%
Married, 25%
Others, 3%
26%
24%
14%
15%
9%
5%
3%
4%
< 5M VND
5 - 7.5M VND
7.5 - 10M VND
10 - 15M VND
15 - 20M VND
20M-30M
30-40M
<40M
27%
25%
18%
8%
8%
6%
15%
18%
Apple
Samsung
Nokia
LG
Asus
Sony
Others
Do not own
Contact Us
URL: http://www.qandme.net
Contact: [email protected]
Q&Me is operated by Asia Plus Inc.
Asia Plus Inc.
Floor 1 25/7A Nguyen Binh Khiem str., Ben Nghe ward, District 1, HCMC,
Vietnam
Tel. +84 839 100 043