[Research];[Consumer toward Green Marketing]
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Transcript of [Research];[Consumer toward Green Marketing]
Market ResearchNo.10 – Dec 2009
HCMC HA NOI DANANG CAN THO
Consumers’ reactions toward “Green Marketing”HIGHLIGHTS:
ISO 20252: Quality Standard in Market ResearchISO 20252: Quality Standard in Market Research
About
Viettrack is a monthly market research developed by FTA Research & Consultant, the representative of ESOMAR in Vietnam.
Viettrack is done in accordance to ISO 20252:2006, the international quality standard in market research and ESOMAR Code of Conduct.
Viettrack aims to:Viettrack aims to:Provide snapshots on Vietnam consumers based on 400 Vietnamese consumers across 4 key cities (HCMC = Hanoi = Danang = Can Tho = 100 respondents)Explain market research terms, usage, application, methodologies for Vietnam marketIntroduce new developments in market research worldwide and Asia Pacific regionIntroduce new developments in market research worldwide and Asia Pacific region.Interact with marketers in Vietnam on approach and direction for the most effective and valuable for investment use of market research. Eventually, this would help reduce marketing failures and expand the market research industry in Vietnam
Consumers’ reactions toward “Green Marketing”
“Earth hour” is an annual global activity encourages households and businesses to turn off
non-essential lights and other electrical appliances for one hour to raise awareness towards
climate change.a a g
89Aware •Ads on TV 88% (49% most influenced) •Friends/ relatives 67% (26% most influenced)
N=344, viaBase
%
69
68Joined
Relevant to themselves
•They did not have no free time (32%)•Everybody around them did not join (32%)•Their family did not join (10%)
N=72 aware but did not join because
se on all respondN
=400
57Most relevant to themselves N=228, because it helps •Saving on electronic (51%)•Preventing global warming (21%)•Protecting the environment (15%)
Liking level 3.85
dent,
20Like very much
Like
Liking level
“Earth hour” was widely aware, preferred and relevant thus it
attracted 68% of population to take action.
Ho e er it seems that the acti it is still npop lar and
%
30
48Normal
Dislike
However, it seems that the activity is still unpopular and
unpersuasive to some part of population whereas they did not
join because they did not have time or did not see anybody
doing so.
Q. Awareness & reactions toward “Earth hour” Viettrack Market Research - Dec 2009
2
30
Definitely dislike
N=344 aware
Shopping bags. Coop-mart, Metro and some other supermarkets encourage shoppers to
use reusable shopping bags and avoid using unrecyclable nylon ones.
59AwareN=237, viaBase
•Ads on TV 79% (28% most influenced); •Friends/ relatives 70% (28% most influenced);•POSM 41% (28% most influenced)
%
45
52Joined
Relevant to themselves
• It is inconvenient to use (20%)• It is not popular (13%)
N=31 aware but did not join because
se on all respondN
=400
•POSM 41% (28% most influenced)
38Most relevant to themselves N=151, because •It reduces garbage, protect environment (85%)•It is economical (17%)•It protects our health (8%)
Liking level 3.98
dent,
19Like very much
Like
Liking level
The idea of encouraging using reusable shopping bags is great
(3.98 liking) and attracts 52% population (amongst 59%
) j i
%
62Normal
Dislike
aware) to join.
Advertising on TV, POSM, internet, … can help increase the
awareness rate.
Q. Awareness & reactions toward “reusable shopping bag” Viettrack Market Research - Dec 2009
2
17Definitely dislike
N=237 aware
Go Green is a collaborative effort among Toyota Vietnam, Vietnam Environment
Administration and Ministration of Education & Training to educate the public and
businesses on environmental issues.
16Aware •Ads on TV 97% (43% most influenced); •Advertorials/ forums on internet 52% (15% most influenced);
N=65, viaBase
%
8
14Joined
Relevant to themselves
•Web banner 48% (15% most influenced);•Friends/ relatives 48% (12% most influenced)
• They have no free time (68%)• They don’t know how to join (14%)• They view advertisement but do not see any
N=11* aware but did not join because
se on all respondN
=400
5Most relevant to themselves
They view advertisement but do not see any activities (7%)
N=21, because • It reduces garbage and protects the environment (57%)• It creates a green environment that I live in (19%)• It is very practical (14%)
Liking level 4.0
dent,
31Like very much
Like
Liking level
There is just a small part of the population (14%), more youth, aware & join “Go Green” although the
%
28
40Normal
Dislike
y , j gprogram is considered to be very meaningful & practical.
Again, awareness rate of the program needs a i ifi t i
Q. Awareness & reactions toward “Go Green” Viettrack Market Research - Dec 2009
2
28
Definitely dislikesignificant increase.
N=65 aware
Most are aware of the importance of keeping green, healthy environment and 94% of them find it meaningful both for themselves and the society.
64Help myself aware of keeping green environment
F l h i h b d & b f h l b l i
To myself
36
57
54
Feel together with everybody & be a part of the global in keeping green environment
Happy about myself to contribute to the activities of keeping green environment
Discover environmental issues via these activities
56
36
Educate the youth to aware & join many activities of keeping green environment
To society
51
55Show the responsibility of product brands to the society
Feel that Vietnam is together with the global in keeping the green global environment
6Don’t know/ Don’t care Because: 68% - Don’t like/ don’t care16% - Don’t think the activities are practical12% Did not see everybody join
Although all believe Green Marketing is
Q. Reactions toward “Green Marketing activities” Viettrack Market Research - Dec 2009
12% - Did not see everybody join4% - The activities are not persuasive
Marketing is essential.
N=25
Hanoi people seem to be the most enthusiastic thus they will surely join any further activities for our green planet. Other cities are mostly unsure.
TOTAL HCM HANOI DANANG CANTHO
%
TOTAL HCM HANOI DANANG CANTHO
35Will surely join
53
39
89
35
49
Will surely join
If I h f ti
45
57 63
50
If I have free time
N=400 N=100 N=100 N=100 N=100
2 4 1 2 110
Will not join
Q. Will you join further “Green Marketing” activities? Viettrack Market Research - Dec 2009
N 400 N 100 N 100 N 100 N 100
Reaction towards “warning message”g g
Most of people like the message of “smoking can cause lung cancer”. Very few people feel uncomfortable with that.
4.0Liking level
28Like very much
Like
Feeling when seeing the message
47Normal
Dislike88
Normal
2
23Definitely dislike
N=400
88Uncomfortable
Very
111
Veryuncomfortable Because:
67% - Do not see the effectiveness of the message25% - Afraid of cancer disease8% - It might stimulate smokers to smoke more
Q. Like/ dislike about the message “Hut thuoc la gay ung thuphoi”/”smoking can cause lung cancer on cigarette packs Viettrack Market Research - Dec 2009
N=12*
Feel so scared & reduce smoking%
35
Feel a little bit scared but still keep smoking
Overall, the message creates some scary feelings but quite ineffective in forcing smokers to reduce smoking.
28 17
46Ignore it/ don't care
Aggressive reaction because this message couldcause negative feeling & stimulate them to smoke28
Smoker217cause negative feeling & stimulate them to smoke
N=111
%
72
Non-smoker
33Feel so scared & reduce smoking
Feel a little bit scared but still keep smoking
%
N=400
36
29
Ignore it/ don't care
A i ti b thi ld
Q. Reaction when reading the message Viettrack Market Research - Dec 2009
3
36Aggressive reaction because this message couldcause negative feeling & stimulate them to smoke
N=289
HCM & Can Tho people prefer changing the message to make it more scary and serious like “causing death”, “harmful to your health & family”, … illustrated with images.Meanwhile, Hanoi & Danang people suggest more advertising and propagandizing.
TOTAL HCM HANOI DANANG CANTHO
235
19 %
TOTAL HCM HANOI DANANG CANTHO
499
43
303
10
0101
226
22Change the message"Smoking is harmful to your health"
"Smoking causes death""Smoking is harmful to your health & your family’s health"
23
1512
8
31
80
7
2
24
2020
14
16
2700
13
00
400
1
"Stop smoking to protect your health""Stop moking for your children's future"
Advertise more & moreMore advertising
Posters everywherePropagandize more
612
711
1
6467
191
600
55
2
1100
55
1
210
1115
0More band-rolls on the streetAdd images onto the pack
Image of lung cancerImage of a unhealthy/sick smoker
Some painful death caused by smokingRecommend measures for Government
522223
242212
602122
642136
580200Increase price of cigarettes
Fine those smoking at public placeForbid manufacturing cigarette and smoking
Forbid smoking at public placesHave no idea
Q. How to make the message more convincing? Viettrack Market Research - Dec 2009
N=400 N=100 N=100 N=100 N=100
TOP 10 TVC RANKING
Notes on research design
• FTA monitors and records a list of 30 TVCs that are mostly broadcasted during “golden hour” (07:30PM –
11:00PM) daily. This list is used in the research to identify Top 10 TVC Ranking.
• The next slides are the result of top 10 TVCs viewed and preferred amongst the list of 30 TVCs in November 2009
2009.
Viettrack Market Research - Dec 2009
Overall, “Dr Thanh – nong trong nguoi”, “Pepsi – toi co the”, “Comfort 1 lan xa” top the list of favoriteTVCs.
TOTAL HCM HANOI DANANG CANTHO
75
82
95
16
16
18
23
68
%
82
88
97
18
21
22
31
73
74
85
91
10
22
24
25
57
96
83
93
28
7
14
8
79
47
70
97
7
14
11
28
63
Dr Thanh - Nong trong nguoi
Pepsi - Toi Co The
Comfort 1 lan xa - Andy & Lily
Yomost - trai cay pha sua
67
76
64
68
75
13
13
14
14
16
62
79
55
66
82
6
21
5
19
18
59
66
68
68
74
16
12
26
15
10
89
88
86
69
96
17
8
18
5
28
56
71
45
67
47
13
11
5
16
7Yomost trai cay pha sua
Clear men - Cristiano Ronaldo
Ca phe sua Vip
P/S ngua sau rang
Tra xanh C2
59
68
64
71
67
11
11
11
12
13
64
64
86
66
62
9
10
15
4
6
39
58
45
49
59
11
8
8
5
16
87
91
59
85
89
8
10
4
11
17
44
59
65
85
56
17
17
17
26
13Tra xanh C2
Mi Tien Vua
Ca phe Viet
Omo comfort 2 in 1
Pond's - trang hong rang ro
62
60
59
59
8
9
9
11
64
72
79
64
3
12
13
9
44
42
39
39
10
5
5
11
88
84
69
87
14
14
3
8
52
40
49
44
6
6
14
17g g g
Coca cola
Twister cam ep moi
Viso trang sang moi
Q: Which TVCs do you view last month? What top 03 TVCs do you do you like?
N=400 N=100 N=100 N=100 N=100
Viettrack Market Research - Dec 2009
“Dr Thanh – nong trong nguoi” is still the unique one, then comes “Comfort 1 lan xa” & “Pepsi - Toi cothe”.
TOTAL HCM HANOI DANANG CANTHO
16
18
31
21
%Dr Thanh ‐ nong trong nguoi
Comfort 1 lan xa ‐ Andy & Lily
Pepsi toi co the
Clear men ‐ Cristiano Ronaldo 14
23
36
28
19
19
35
39
6
21
17
8
25
10
35
9
10
10
11
14Yomost trai cay pha sua
Omo Comfort 2 in 1
Nuoc sua chen Sunlight ‐ dung it tiet kiem nhieu
Sua Co gai Ha Lan 5X DHA 19
5
7
18
7
6
10
12
8
13
10
13
7
17
17
13
9
10
10
10Tra C2
Ca phe sua Vip
Twister cam ep moi
Coca cola 18
6
3
2
6
7
22
18
2
19
9
9
11
6
6
11
8
9
9
N=400 N=100 N=100 N=100 N=100
P/S ngua sau rang
Tide ‐ luc hut nam cham
Ca phe Viet ‐ thu san pham 14
7
17
3
8
5
2
7
8
11
15
7
N=400 N=100 N=100 N=100 N=100
Q: What top 03 TVCs do you do you think is unique? Viettrack Market Research - Dec 2009
Perception on “Vietnamese High Quality products”
The definition of “Made in Vietnam” products is still unclear. And the truth is that consumers only concernabout where product are manufactured.
TOTAL HCM HANOI DANANG CANTHO
%
TOTAL HCM HANOI DANANG CANTHO
26 2432
9Multinational company,manufacturing in Vietnam,suit Vietnamese
31 33
34
263932suit Vietnamese
consumer's taste
Joint venture company(Vietnam-foreign),
f t i i Vi t
43 4334
65
2834manufacturing in Vietnam,
suit Vietnameseconsumer's taste
Domestic or privatecompany, manufacturing
N=400 N=100 N=100 N=100 N=100
33 34in Vietnam, suitVietnamese consumer'staste
Q: Which one is the right definition for “Hang Vietnam”/Vietnam Product”?Viettrack Market Research - Dec 2009
N 400 N 100 N 100 N 100 N 100
Interestingly, all listed products are associated with Vietnamese goods, amongst, P/S & G7 are stronglyassociated to Vietnamese products, then comes Dr. Thanh & C2.
Means
TOTAL HCM HANOI DANANG CANTHO
LiptonDr.Thanh
N tVIET
VIET
VIET
VIET
VIET
NesteaC2
MiloClear
SunsilkOmo
TNAM
TNAM
TNAM
TNAM
TNAM
TidePond'sMaggiKnoor
Aji-ngonChinsu
ESE
ESE
ESE
ESE
ESE
LavieAquafina
VimNuoc tay con vit Duck
Kem danh rang P/SG7
1 2 3 4 5
Q: For each of the following common brands, please let us know your agreement level if
N=400 N=100 N=100 N=100 N=100
Nescafe1 2 3 4 5 1 2 3 4 5 1 2 3 4 5 1 2 3 4 5
Viettrack Market Research - Dec 2009
we say these brands are Vietnamese brands. Base on the scale of 5.1. Definitely disagree (that this brand is Vietnamese)2. Disagree (that this brand is Vietnamese)3. Not sure (that this brand is Vietnamese)4. Agree (that this brand is Vietnamese)5. Totally agree (that this brand is Vietnamese)
Good news is that 48% respondents prefer “Hang Vietnam chat luong cao”/Vietnam high –quality product.
TOTAL HCM HANOI DANANG CANTHO
%
TOTAL HCM HANOI DANANG CANTHO
1718 13
9 11 416
5I totally prefer imported to"Vietnamese high qualityproducts"
26 28 33
20
23
17 16
20I prefer imported to"Vietnamese high qualityproducts"
I don't care about the origin,just purchase the product I
3737 37
2549
just purchase the product Iusually use/ like to use
I prefer "Vietnamese highquality products" because itsuits my pocket
N=400 N=100 N=100 N=100 N=100
11 8 819
10
I totally use "Vietnamesehigh quality products"because I'm Vietnamese
Viettrack Market Research - Dec 2009Q: Perception on “Hang Vietnam Chat luong cao” compared to imported goods?
N 400 N 100 N 100 N 100 N 100
Thông tin ngành nghiên cứu thị trường
Tiêu chuẩn chất lượng ngành nghiên cứu thị trường
ISO 20252:2006ISO 20252:2006
ISO 20252:2006 là tiêu chuẩn chất lượng ngành nghiên cứu thị trường do Tổ chức tiêu chuẩn quốc tế ISO ban hành năm 2006. Theo công bố của MRQSA (Market Research Quality Standards Association, tạm dịch: Hiệphội tiêu chuẩn nghiên cứu thị trường), hiện nay trên thế giới có khoảng 70 đơn vị nghiên cứu thị trường đượcchứng nhận tiêu chuẩn ISO 20252chứng nhận tiêu chuẩn ISO 20252.
FTA là công ty nghiên cứu thị trường đầu tiên tại Việt Nam đạt được chứng nhận ISO 20252
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