Q&Me is online market research provided by Asia Plus Inc.

HCM vs Hanoi : images & characteristic gaps

Asia Plus Inc.

Overview

Vietnam’s two biggest cities - HCM and Hanoi is

said to have a different culture and people living

there have different values in opinions. This survey

was made in order to clarify those differences

This survey was conducted among nearly 500 male

and female between 18 - 39 years old in HCM and

Hanoi in January 2019

Life value differences between HCM and Hanoi

95% 94% 94% 91%

79% 78%

64% 64% 61%

48%

Important factors in life

Family, health and work are the 3 important factors

Q. Please choose how important the following choices are for your life.

Q. Please choose how important the following choices are for your life.

Important factors in life - By City

97% 96% 95% 93%

83%78%

74%65% 64%

53%

94% 91% 93%89%

72%80%

55% 58%63%

44%

HCM people

Hanoi people

HCM people put more importance on internet, beauty and entertainment than Hanoi

people

Image differences between HCM and Hanoi

Image of Ho Chi Minh

Modern, busy and advanced images

Q. What are your images of HCM?

Modern 66%

Advanced 32% Friendly 25%

Exciting 23%

Busy 52%

Trendy 17%

Image of Hanoi

Dominant traditional image

Q. What are your images of Hanoi?

Modern 29%

Advanced 32%

Friendly 19%

Busy 29%Traditional 52%

Exciting 19%

Image association towards HCM & Hanoi

HCM is associate with modern & busy images, while Hanoi has a strong image

of traditional city

Q. What are your images of HCM? Q. What are your images of Hanoi?

Modern

BusyAdvan

cedFriendl

yExcitin

gTrendy

Dangerous

Chaotic

DirtyOrgani

zedClean Safe

Traditional

Unfriendly

Quiet Others

HCM 66% 52% 32% 25% 23% 17% 13% 12% 7% 7% 6% 6% 4% 2% 2% 3%

Hanoi 29% 29% 19% 19% 16% 10% 7% 12% 13% 13% 6% 14% 52% 14% 14% 7%

Negative image of Hanoi among HCM people

18%

63%

40%

42%

Modern

Traditional

Hanoi image - Traditional / Modern

Hanoi people HCM people

The image of Hanoi is very different between HCM and Hanoi

people

*Very important=33%, important=58%

(out of 4 criteria)

20%

23%

38%

5%

Busy

Quiet

Hanoi image - Busy / Quiet

Hanoi people HCM people

Vietnamese characters and gaps between HCM and Hanoi

Vietnamese characteristics

89% 87% 85% 85%80% 80% 77%

74% 74% 72%

Q. How much are the following keyword applicable to you?

Kind, polite and reliable are the self-estimated characteristics

among Vietnamese

Characteristics of HCM and Hanoi people

HCM people estimate themselves are polite, kind. Hanoi people are kind,

cooperative and reliable

Kind Polite ReliableCooperativ

eHonest

Hard-working

Emotional Effective Easy-going Punctual

Total 89% 87% 85% 85% 80% 80% 77% 74% 74% 74%

HCM people 89% 90% 85% 83% 80% 78% 80% 70% 73% 73%

Hanoi people 89% 84% 86% 87% 80% 82% 75% 79% 76% 74%

Q. How much are the following keyword applicable to you?

78%

70%

73%

71%

66%

67%

82%

79%

74%

75%

63%

62%

Hard-working

Effective

Punctual

Team-working

Logical

Creative

Hanoi people HCM people

Gaps in work style

Family, health and work are the 3 important factors

Q. How much are the following keyword applicable to you?

Image Gaps for Ho Chi Minh people

No.1

No.2

No.3

No.4

No.5

HCM people

Polite

Kind

Reliable

Cooperative

Honest

Open

Cooperative

Trendy

Easy going

Polite

Hanoi people

Image Gaps for Ho Chi Minh people

58%

26%

HCM people Hanoi people

Quiet

42%

75%

HCM people Hanoi people

Trendy

64%

44%

HCM people Hanoi people

Patient

90% 89%85% 83%

80% 80% 78%74% 73% 73% 71% 70% 68% 67% 66%

73%70%

57%

78%

65%69% 70%

84%

56%

75%72% 72%

52%

68%

59%

-17%-19%

-28%

-5%

-15%-11%

-7%

10%

-17%

2% 1% 2%

-17%

2%

-8%

-40%

-30%

-20%

-10%

0%

10%

20%

30%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

HCM Hanoian view of HCM Gao

Image gap about HCM people

Q. How much are the following keyword applicable to you?

Hanoi people think HCM people as open, cooperative and easy-going

Image gaps for Hanoi people

No.1

No.2

No.3

No.4

No.5

HCM people

Clever

Hardworking

Polite

Trendy

Effective

Kind

Cooperative

Reliable

Polite

Hardworking

Hanoi people

Image gaps for Hanoi people

37%

76%

HCM people Hanoi people

Easy-going

61%

25%

HCM people Hanoi people

Picky

45%

80%

HCM people Hanoi people

Honest

Image gap about Hanoi people

Q. How much are the following keyword applicable to you?

HCM people think Hanoi people as hard-working, polite and effective

89% 87% 86% 84% 82%80% 79%

76% 75% 75% 74% 73%70%

63% 63%

55%

63%

36%

69% 71%

45%

66%

37%

55% 55%52%

58%

51%48%

54%

-34%

-24%

-50%

-15%

-11%

-35%

-13%

-39%

-20% -20%-23%

-15%

-20%

-16%

-9%

-60%

-50%

-40%

-30%

-20%

-10%

0%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Hanoi HCM people view of Hanoi Gap

Do they trust each other?

Both of Saigon and Hanoi people consider the

others not reliable

85%

57%

HCM people

Hanoi people

Is HCM people reliable?

36%

89%

HCM people

Hanoi people

Is Hanoi people reliable?

Gap = 53%

Gap = 28%

Audience profile (N=480)

Male, 50%Female, 50%

Gender

18-24, 33%

25-29, 33%

30-39, 33%

Age

HCM, 50%Hanoi, 50%

City

Q&Me – About Online Market Research Services

Enhanced Service 3: Business survey

Provide the research services driven by the technogies

Our research solutions

Consumer research app

Admin platform

Traditional market research Collect surveys from online consumers Effective retail audit or data collection

Plan, Manage and Analyze data

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. 400,000 members as of Nov, 2018

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 – Quick with quality

Online is considered to be “cheap and bad” in general. Q&Me provides

several methods providing data with quality

FACT CONSISTENCY SCORE

97%

THOUGHT

CONSISTENCY SCORE

91%

STRAIGHT-LINER/ FLAT-

LINER SCORE

89%

SPEEDERS SCORE

97%

QUALITY CHECK SURVEY SPECIFICATION

N (Sample size) 300

IR (Incident rate) 100%

LOI (Lenght of Interview) 10 minutes

Success Criteria Overral score of 80% or higher

THE RESULTS

Overal score 93.5%

Average score

in the industry73%

(*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection

Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.

Our quality score by SSI

Our quality assurance process

Questionnaire

based on the

exact profile

• Refined and very

derailed database

panel

Take out users

with irrelevant

replies

• Remove Fake

questions hit

users

• Remove

Contradicted

answer users

• Take out straight

answer users

Take out speed

users

• We count the

average median

time and take out

those who are

less than that

Manual check by

the experienced

researchers

• Our experienced

researchers will

check the

relevance as well

as open

comments

Re-assortment of

panelist priorities

• Based on the

survey results, bad

users are screened

out while prioritizing

those who return s

good feedbacks.

Contact Us

URL: http://www.qandme.net

Contact: info@qandme.net

Q&Me is operated by Asia Plus Inc.

Asia Plus Inc.

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HCM City, Vietnam

Tel. +84 2839 100 043