Post on 21-Jan-2018
Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
How does the increase of modern channel change purchase behaviors of mom?
Objective Vietnam has seen an increase in the number of modern stores such as supermarkets, shopping malls and especially convenience stores. How does the change affect the shopping behaviors of Vietnamese moms, especially on their traditional shopping experience at GT channels? We conducted a large scale survey on more than 1,000 moms in the age of 20 - 39 in Hanoi and Ho Chi Minh to understand the differences in their shopping behaviors.
Retail types
Supermarket Convenience store Local store Local market
MT (Modern Trade) GT (General Trade)
Ref: Supermarket in Vietnam (2017 Feb)
Name of the company Established
HCM stores
Hanoi stores
Other stores
Total stores
LOTTE Mart 1998 5 2 7 14
Co.opmart 1989 32 1 52 85
Aeon Mall 1758 2 1 1 4
AEON Citimart 1994 22 3 4 29
VinMart 2014 13 15 25 53
Big C 1993 6 4 14 24
Metro 1996 3 3 13 19
FiviMart 1997 0 18 0 18
Total 83 47 116 246
83
47
116
HCM Hanoi Other LOTTE Mart Co.opmart Aeon Mall
AEON Citimart VinMart Big C
Metro FiviMart Total
Ref: Convenience store in Vietnam (2017 Feb)
Name of the company Established
HCM stores
Hanoi stores
Other stores
Total stores
Family Mart 1981 117 7 9 133
Vinmart + 2014 400 400 150 950
Mini Stop 1980 71 0 0 71
Circle K 1951 153 54 4 211
Shop & Go 2005 31 15 0 46
B's Mart 2013 150 0 0 150
Total 922 476 163 1561
922
476
163
HCM Hanoi Other Family Mart Vinmart + Mini Stop Circle K
Shop & Go B's Mart Total
Mom’s shopping behaviors
Cooking frequency
55% moms cook on a daily basis. 78% of moms cook dinner themselves everyday.
Q. How often do you cook these following meals yourself?
40% 46%
78%
26% 18%
13%
6% 11%
2%
6% 7%
3%
5% 5%
1% 17% 13%
4%
Breakfast Lunch Dinner
I don't cook
Less often
Once / month
Several times/month
Once / week
Several times/week
Everyday
Persons in charge of daily consumer products
Wife (85%) is the person in charge of shopping for the household
Q. Who takes care of buying the daily consumer products (DCPs) the most?
Wife, 85%
Grandmother, 11%
Husband, 2% Others, 2%
DAILY CONSUMER PRODUCTS (DCPs) Daily consumer products in the survey include the following
product categories
• Fresh fruits, vegetables, meat… • Canned / dried foods (i.e spaghetti sauce, ketchup...) • Beverages (i.e coffee/tea, juice, soda) • Frozen foods (frozen meat, vegetables, ice-cream…) • Household products (kitchen ultensil, detergents,
furniture products…) • Personal care (i.e shampoo, soap, hand soap,
shaving cream…) • Healthcare (first aid kits, supplementary products…) • Prepared foods • Other – baby items, pet items, batteries, greeting
cards • Others
Availability of modern channels
The ratio of MT stores is lower in Hanoi than in HCM.
Q. Do you have the following stores around your area (within 1km)?
33%
83% 82%
61%
16% 13% 7% 1% 5%
Shopping mall Supermarket Convenience stores
HCM
Yes No I'm not sure
37%
61% 74%
60%
36% 20%
4% 3% 5%
Shopping mall Supermarket Convenience stores
Hanoi
Yes No I'm not sure
What stores do they use for DCPs shopping?
60% 58%
40%
25%
14%
1%
74%
57%
32%
24%
13%
1%
48%
59%
48%
28%
15%
1%
Supermarket Local market Local store Convenience stores Shopping mall Others
All HCM Hanoi
Supermarket & local market competes neck-to-neck as the most frequented stores. The ratio of supermarket in use is higher in HCM (74%).
Q. Which stores do you use to buy your DCPs the most?
What stores do they use for DCPs shopping? (by location)
60% 58%
40%
25%
14%
1% 1%
73%
56%
37% 32%
16%
1% 0%
24%
68%
47%
6% 7% 1% 0%
Supermarket Local market Local store Convenience stores
Shopping mall Others Others
All Those who have MT near their area Those who do not have MTs near their area
*Those who have MT near their area: those whose living areas are within 1km nearby supermarket and convenience stores (N=622) *Those who do no have MTs near their area: those whose living areas are not within 1km nearby supermarke and convenience stores (N=101)
By separating the data between those who have modern trade nearby or not, it is clear that the store distance affect their shopping behaviors
Q. Which stores do you use to buy your DCPs the most?
Modern trade that moms use for DCP purchase 52%
48%
32% 30%
20% 18% 14%
11% 11% 10% 9% 8% 8% 5% 5% 4% 3% 3% 2% 1%
Co.opmart & BigC are top 2 supermarkets in use while Vinmart+, Family Mart & Circle K are popular convenience stores
Q. Please share with us the name of the stores? (in case of MT stores)
Reasons to select modern trade
A variety of
products Location
Good quality of products
Good pricing
Good promotio
ns
Fresh foods
Quick shopping duration
Membership
Support of a
variety of promotion method
I can buy products in large quantity
Good parking
slots
The location
has many other
entertainment
Good delivery service
Good atmosph
ere
Opening hours
Pricing are
negotiable
Good relationships with
the vendors
Others
All 70% 57% 51% 47% 45% 43% 23% 22% 20% 18% 18% 17% 16% 15% 15% 10% 5% 1% HCM 72% 57% 56% 49% 57% 51% 23% 31% 23% 20% 22% 19% 25% 21% 16% 7% 4% 1% Hanoi 69% 57% 47% 45% 35% 37% 23% 15% 18% 17% 15% 16% 7% 11% 13% 13% 6% 1%
“ a variety of product”, “good quality” are more important than “pricing”
Q. Why do you choose the store mentioned above as the main source?
Shopping behaviors difference between MT and GT
Shopping frequency
Every day 4-6 times a week
2-3 times a week
Once a week
Several times / month
Once / month
Less ofthen
than that
I don't shop here Others
Local market 41% 16% 25% 9% 5% 1% 3% 1% 0% Local store 7% 11% 33% 12% 21% 2% 11% 2% 1% Supermarket 4% 4% 18% 26% 24% 14% 9% 1% 1% Convenience store 2% 5% 16% 12% 21% 5% 24% 15% 1%
Local market are for the every day use. Super market are used for 2-3 times / week or less. Convenience store usage is less often
Q. How often do you go to buy DCPs at the stores?
Transportation to stores
82%
27%
4% 2% 1%
52% 44%
3% 0% 0%
92%
8% 6% 5% 1%
72%
25%
0% 0% 2%
By motorbike Walking Bicycle By car By taxi / xe om
Local market Local store Supermarket Convenience store
Motorbike is dominant tool. Walking is quite common for local stores, due to its disatance
Q. How do you go to buy DCPs at the stores?
Purchased product types
Fresh fruits,
vegetables, meat…
Household products (kitchen ultensil,
detergents, furniture products
…)
Personal care (i.e
shampoo, soap, hand soap,
shaving cream…)
Other – baby
items, pet items,
batteries, greeting
cards
Beverages (i.e coffee/tea, juice,
soda)
Prepared foods
Canned / dried
foods (i.e spaghetti
sauce, ketchup...)
Healthcare (first aid
kits, suppleme
ntary products
…)
Frozen foods
(frozen meat,
vegetables, ice-
cream…)
Others
Local market 96% 31% 28% 19% 12% 10% 10% 9% 7% 1% Local store 12% 41% 54% 20% 46% 6% 36% 8% 13% 4% Supermarket 57% 62% 75% 46% 45% 41% 51% 20% 58% 1% Convenience store 40% 21% 34% 16% 50% 24% 30% 9% 31% 2%
Local market has dominant popularity for fresh foods
Q. What types of products do you usually buy from the stores?
Average spending
2%
26%
36%
20%
11%
3% 1% 1% 1%
12%
30% 28%
18%
9%
2% 1% 0% 0% 0% 2%
8%
15%
30%
19%
15%
10%
1%
7%
22%
30%
24%
12%
3% 1% 0% 1%
Less than 50,000
50,001 - 100,000
100,001 - 200,000
200,001 - 300,000
300,001 - 500,000
500,001 - 700,000
700,001 - 1,000,000
More than 1,000,000
Others
Local market Local store Supermarket Convenience stores
Spending at supermarket is high, as the frequency is less (purchase more products at one time)
Q. How much do you spend each time / purchase in average?
Reasons to choose
A variety
of produ
cts
Location
I can buy
products in large
quantity
Good quality
of produ
cts
Fresh foods
Good pricing
Pricing are negotiable
Good relationships
with the
vendors
Good promotions
Support of a variety
of promo
tion metho
d
Good atmosphere
The location has many other entertainme
nt
Opening
hours
Membership
Good parking slots
Good deliver
y servic
e
Quick shoppi
ng durati
on
Others
Local market 51% 23% 8% 5% 51% 34% 53% 18% 3% 1% 1% 1% 11% 0% 4% 1% 32% 3% Local store 38% 69% 8% 14% 6% 34% 11% 21% 8% 2% 4% 1% 15% 1% 3% 1% 26% 3% Supermarket 83% 35% 35% 68% 34% 42% 2% 1% 62% 34% 25% 30% 12% 35% 26% 22% 10% 0% Convenience store 36% 67% 6% 34% 19% 24% 2% 2% 25% 11% 11% 3% 16% 9% 8% 3% 21% 2%
Supermarket is more for the quality and variety. Local market has its edge in their flexibility of price negotiation
Q. Why do you buy DCPs at the stores?
Modern trade impact on GT sales
General trade usage change: Local market
53% of moms state that they shop at local market less than before. Instead, supermarket (69%) is the replacement.
69%
36% 31% 23% 20%
4%
Replaced stores
Less than before, 53%
The same, 42%
More than before,
5%
Local market: before vs after
Q. Compared with before, how does the frequency of buying DCPs at local market change?
Local market visit frequency: before vs after
50% 45%
40% 37% 36% 36% 36% 35%
30%
1%
Personal care (i.e shampoo, soap, hand
soap, shaving cream…)
Frozen foods (frozen meat,
vegetables, ice-cream…)
Household products
(kitchen ultensil, detergents,
furniture products…)
Beverages (i.e coffee/tea, juice, soda)
Canned / dried foods (i.e spaghetti
sauce, ketchup...)
Healthcare (first aid kits,
supplementary products…)
Prepared foods Fresh fruits, vegetables,
meat…
Other – baby items, pet
items, batteries, greeting cards
Others
Non-fresh products such as personal care or frozen foods demands are replaced
Q. Where do you buy the items more often instead?
General trade usage change: Local store
40% of moms state that they shop at local store less than before. Instead, supermarket (80%) is the replacement
Q. Compared with before, how does the frequency of buying DCPs at local market change?
Less than before, 40%
The same, 48%
More than before, 11%
Local market: before vs after 80%
31% 29% 23%
8% 2%
Replaced stores
Local store visit frequency: before vs after 48%
39% 38% 37% 35%
29% 26% 26% 25%
2%
Personal care (i.e shampoo, soap, hand
soap, shaving cream…)
Household products
(kitchen ultensil, detergents,
furniture products…)
Canned / dried foods (i.e spaghetti
sauce, ketchup...)
Fresh fruits, vegetables,
meat…
Frozen foods (frozen meat,
vegetables, ice-cream…)
Beverages (i.e coffee/tea, juice, soda)
Prepared foods Other – baby items, pet
items, batteries, greeting cards
Healthcare (first aid kits,
supplementary products…)
Others
Non-fresh products such as personal care or frozen foods demands are replaced
Q. Where do you buy the items more often instead?
Potentiality of online shopping
DCP Online shopping frequency
The usage of online shopping for DCP are not that high still
43%
13% 12% 11% 11% 10% 8% 7% 6%
1% 1%
Online store names (FA)
2% 2%
7%
3%
28%
7%
32%
17%
2%
Every day
4-6 times a week
2-3 times a week
Once a week
Several times / month
Once / month
Less ofthen
than that
I don't shop here
Others
Purchase frequency
Q. Please share with us the name of the stores?
Reasons to use / not use EC
Top reasons that moms use EC is to save time and enjoy delivery service. However, the barriers of using EC are the concerns on product quality and the habits of shopping at stores.
Q. Why do you buy DCPs online?
2% 6% 8%
17% 19%
24% 31% 34%
43% 48%
55% 61%
Others Good quality of products
Membership No need to carry the items
They have products that Support of a variety of
Good pricing A variety of products
Good promotions Time flexibility
Good delivery service Time saving
Reasons to choose
1%
3%
7%
11%
11%
13%
22%
54%
63%
63%
Others
Security concerns
Lack of products
Concerns on the time
Complicated buying
Concerns on the delivery
Difficulties of receiving the
I want to touch and feel
I am used to buying items
Concerns on product
Reasons not to choose
Spending on purchased products online
Non-fresh DCP items are popular. ASP is not high - 365,000VND
1% 3%
18%
28% 28%
9%
6% 4%
3%
Average spending
Q. How much do you spend each time / purchase in average?
2%
4%
4%
4%
5%
21%
27%
35%
36%
52%
Frozen foods (frozen meat, vegetables, ice-cream…)
Beverages (i.e coffee/tea, juice, soda)
Canned / dried foods (i.e spaghetti sauce, ketchup...)
Prepared foods
Fresh fruits, vegetables, meat…
Healthcare (first aid kits, supplementary products…)
Others
Household products (kitchen ultensil, detergents, furniture products…)
Personal care (i.e shampoo, soap, hand soap, shaving cream…)
baby items, pet items, batteries, greeting cards
Online purchased product
Summary
Summary – Shopping behaviors in MT and GT
Modern trade General trade
Channel usage 60% 58%
Usage frequency Once / week Almost every day
Product to purchase A variety of products Fresh food (local market) and personal care (local
store)Average spending 545,000 VND
(super market)180,000 VND
Why the channel is selected
• Product variety • Product quality
• Fresh product • Pricing (bargaining)
Summary – Types of mom
Supermarket user (40%)
Convenience store user (11%)
Local store user (11%)
Local market user (41%)
• Shops almost every day • 158K VND per shopping • Fresh food and love
bargaining • Alternative shopping area
• Local stores (50%) for convenience • Supermarket (48%) for product quality and promotion
• Shops almost every day • 155K VND per shopping • Convenient location /
good pricing • Alternative shopping area
• Local market (64%) for fresh products • Supermarket (46%) for personal care or frozen foods
• Weekly purchase • 545K VND per shopping • Product quality + pricing • Alternative shopping area
• Local market (48%) for fresh products. Average spending 245K VND
• Due to location convenience
• 250K VND per shopping • Alternative shopping area
• Supermarket (67%) • Local market (58%) • Local store (51%)
Summary – MT impact on GT sales
of Mom buys less DCPs at local market 53%
40% of Mom buys less DCPs at local stores
Appendix: Analysis via district
District analysis in Ho Chi Minh
We try to take a closer look at the differences in the shopping behaviors of moms in different locations. We group into 3 districts depending on the city center. § Group 1: District 1, 2, 3, 4, 5, 10 § Group 2: District Binh Thanh, Tan
Binh, Go Vap, Tan Phu, Phu Nhuan, 7 § Group 3: District 6, 8, 9, 11, 12, Binh
Tan, Thu Duc, Binh Chanh
Modern trade numbers in HCM (by district)
As of June 2017
Modern trade numbers in HCM (by district)
Store name Group 1 Group 2 Group 3 Total
LOTTE Mart 2 2 1 5
Co.opmart 6 9 10 27
Aeon Mall 0 1 1 2
AEON Citimart 6 13 2 21
VinMart 6 7 3 16
Big C 3 5 1 9
Metro 1 0 2 3
FamilyMart 67 38 12 117
Vinmart+ 102 179 94 375
Ministop 30 43 7 80
Circle K 93 66 20 179
Shop&Go 34 39 14 87
B’s Mart 42 72 47 161
SatraFoods 22 41 41 104
FoodcoMart 17 9 11 37
Department stores 8 6 3 17
TOTAL 431 521 266 1218
431
521
266
Group 1 Group 2 Group 3
Supermarket Convenience store Total
• Group 1: District 1, 2, 3, 4, 5, 10 • Group 2: District Binh Thanh, Tan Binh, Go Vap, Tan Phu, Phu Nhuan, 7 • Group 3: District 6, 8, 9, 11, 12, Binh Tan, Thu Duc, Binh Chanh
The availability of MT stores is centered more on districts in Group 1 & 2 and is sparsely on district in Group 3.
Shopping frequency at modern trade
Moms in center districts tend to shop at MT stores more often than moms in further areas.
Q. How often do you go to buy DCPs at the stores?
Every day
4-6 times a week
2-3 times a week
Once a week
Several times / month
Once / month
Less ofthen
than that
I don't shop here
Group 1 13% 6% 17% 31% 21% 9% 1% 1% Group 2 2% 3% 18% 31% 29% 12% 4% 0% Group 3 2% 5% 20% 30% 25% 9% 8% 1%
Supermarket
Every day
4-6 times a week
2-3 times a week
Once a week
Several times / month
Once / month
Less ofthen than that
I don't shop here
Group 1 7% 7% 20% 16% 19% 6% 19% 7% Group 2 1% 7% 12% 5% 24% 3% 32% 15% Group 3 2% 4% 15% 10% 21% 6% 28% 14%
Convenience store
• Group 1: District 1, 2, 3, 4, 5, 10 • Group 2: District Binh Thanh, Tan Binh, Go Vap, Tan Phu, Phu Nhuan, 7 • Group 3: District 6, 8, 9, 11, 12, Binh Tan, Thu Duc, Binh Chanh
Audience profile
Demographics (N=1032)
Hanoi, 53%
HCM, 47%
City
2% 3% 3%
2% 2%
3% 4%
6% 5%
4% 2%
9% 6%
7% 9%
4% 8%
5% 7%
3% 8%
District 1 District 2 District 3 District 4 District 5 District 6 District 7 District 8 District 9
District 10 District 11 District 12
District Bình Tân District Bình Thạnh
District Gò Vấp Quận Phú Nhuận
Quận Tân Bình Quận Tân Phú Quận Thủ Đức
Huyện Bình Chánh Others
HCM District
3% 5%
7% 3%
8% 4%
11% 7%
13% 6%
2% 3%
2% 6%
1% 1% 1%
2% 2% 2%
13%
Quận Hoàn Kiếm Quận Hai Bà Trưng
Quận Đống Đa Quận Tây Hồ
Quận Cầu Giấy Quận Thanh Xuân
Quận Hoàng Mai Quận Long Biên Huyện Từ Liêm
Huyện Thanh Trì Huyện Gia Lâm
Huyện Đông Anh Huyện Sóc Sơn Quận Hà Đông Thị xã Sơn Tây
Huyện Ba Vì Huyện Phúc Thọ
Huyện Thạch Thất Huyện Quốc Oai
Huyện Chương Mỹ Others
Hanoi District
20-24, 2%
25-29, 43%
30-34, 3%
35-45, 18%
Age
Demographics (N=1032)
5% 11%
16% 25%
21% 9%
7% 3%
2% 1%
Lower than 5,000,000 VND 5,000,001 VND - 7,500,000 VND
7,500,001 VND - 10,000,000 VND 10,000,001 VND - 15,000,000 VND 15,000,001 VND - 20,000,000 VND 20,000,001 VND - 25,000,000 VND 25,000,001 VND - 30,000,000 VND 30,000,001 VND - 40,000,000 VND 40,000,001 VND - 50,000,000 VND 50,000,001 VND - 70,000,000 VND
Household income Married without
kids, 8%
Married with kids,
92%
Married status
2, 6%
3, 27%
4, 31%
5, 17%
6, 9% 7, 4%
8 and more, 5% Others,
1%
Household name
5%
6%
7%
9%
74%
Unemployed
Part-time Employment
Other
Self-Employed
Full-time Employment
Employment status
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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
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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
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25%
18%
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8%
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