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Vietnam's soft drink consumer behavior

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The survey was conducted by MarketIntello in 2016 to explore consumer's preferences in buying and using soft-drink products.

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Vietnam's soft drink consumer behavior

  1. 1. Consumer Behavior Survey SOFT DRINK MARKET
  2. 2. Contents Industry overview Survey results Executive summary General information about the survey 2
  3. 3. EXECUTIVE SUMMARY 3 [1] Brand awareness  Coca-Cola is the brand with the highest level of brand awareness, followed by Pepsi and Zero Degree Green tea.  Coca-Cola, Pepsi and C2 Green tea are three most popular brands.  Tea brands such as Zero Degree Green tea, C2 Green tea and Dr.Thanh tea have relatively high proportions of consumers.  Coca-Cola has the highest proportion of customers using products in the last month (34.5%), significantly higher than those of other brands. [2] Customer satisfaction  Coca-Cola has the highest level of consumer satisfaction, followed by Pepsi  Zero Degree Green tea has the highest proportion of satisfied consumers among tea brands
  4. 4. 4 [3] Consuming habits  Almost respondents prefer carbonated soft drinks, 81.9%  Buy in single bottles is the most preferred form of purchasing, 56%  Plastic bottles packaging with the volume of 350 ml to under 1 liter is the most pervasive, 45.2% [4] Factors influencing customers’ purchase decisions  Brand, habits and hobbies and products quality mainly influence customers’ purchase decisions.  Men are mainly influenced by brand and products quality.  Women are mainly influenced by habits and hobbies. EXECUTIVE SUMMARY
  5. 5. 5 [5] Channels to access product information  Grocery stores are the most common channel to buy products (62.7%), the second most common channel is supermarkets, (40.3%)  Distance and location, reputation and the variety of products mainly influence consumers’ shopping location choices.  TV and word of mouth are the most popular channels to access product information [6] Characteristics of the household members consuming soft drinks the most  Men consume soft drinks more often than Women do, 60.5%  Respondents under 30 years old consume soft drinks the most, 70% EXECUTIVE SUMMARY
  6. 6. Contents Industry overview Survey results Executive summary General information about the survey 6
  7. 7. 135 Manufacturing enterprises 2216.13 million liters Market volume 2014 8.44% Growth rate 2015 - 2019 13.48% Growth rate 2011 - 2014 85 trillion VND Total industry sales 2015 7 NON-ALCOHOLIC BEVERAGES INDUSTRY OVERVIEW 2020: 6.8 billion liters 2025: 9.5 billion liters Output targets Source: Vietnam Association of Wine - Beer - Beverages Ministry of Industry and Trade – The development plan of the beer, wine, soft drinks of Vietnam to 2025 and vision to 2035
  8. 8. Suntory Pepsico Vietnam Beverage(IBC) Tan Hiep Phat Beverage group Coca Cola beverages Vietnam ltd. Interfood shareholding compary Red Bull Vietnam ltd. La Vie Co. ltd. Chuong Duong beverages joint stock company Vinh Hao mineral water joint stock company CKL Co. ltd LEADING ENTERPRISES IN NON-ALCOHOLIC BEVERAGES INDUSTRY Tribeco Co. ltd.
  9. 9. 9 ENTERPRISES WITH THE LARGEST MARKET SHARES Pepsico and Coca-Cola have the largest market shares of carbonated soft drinks market. Tan Hiep Phat has the largest market share of non- carbonated soft drinks market.
  10. 10. Contents Industry overview Survey results Executive summary General information about the survey 10
  11. 11. SURVEY RESULTS • BRAND AWARENESS AND CUSTOMER SATISFACTION • CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT DRINKS THE MOST • CONSUMING HABITS • FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS • SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES • CHANNELS TO ACCESS PRODUCT INFORMATION • BRAND LOYALTY • PROMOTION FORMS
  12. 12. BRAND AWARENESS 12 Brand recall (%) 84.5 42.5 25 20.5 20 14 9.5 5.5 4.5 2 1 Brand recognition (%) 100 98.2 94 98.1 92.5 97 82.8 78.3 92.6 60.7 53.5 CocaCola and Pepsi are the carbonated beverage brands with the highest levels of brand recall and brand recognition. C2 Green tea, Zero Degree Green tea and Dr.Thanh tea are the non-carbonated beverage brands with the highest levels of brand recognition and brand recall. BRAND AWARENESS AND CUSTOMER SATISFACTION
  13. 13. BRAND AWARENESS – BY GENDER 13 60.7 62.5 76.8 82.1 92.8 94.6 96.4 98.2 100 100 100 51 61.4 80.7 85.5 94.5 92.4 95.2 98.6 96.5 98.6 100 Unit:% BRAND AWARENESS AND CUSTOMER SATISFACTION Coca-Cola Pepsi Zero Degree tea C2 Tea Fanta Dr.Thanh tea 7 Up Sprite Mirinda Ice+ C.C Lemon Coca-Cola Pepsi Zero Degree tea C2 Tea Fanta Dr.Thanh tea 7 Up Sprite Mirinda Ice+ C.C Lemon
  14. 14. BRAND POPULARITY 14 98.5 92 90 87.5 83 79.5 71.5 67.5 57 41.5 33 Unit: % The highest proportion of consumers have consumed Pepsi Coca-Cola C2 Green tea BRAND AWARENESS AND CUSTOMER SATISFACTION
  15. 15. BRAND POPULARITY – BY GENDER 15 41.1 44.6 66.1 67.9 75.0 76.8 85.7 89.3 89.3 92.9 100.0 29.7 40.7 53.8 67.6 81.4 69.7 82.1 86.9 90.3 91.7 97.9 Unit: % BRAND AWARENESS AND CUSTOMER SATISFACTION Coca-Cola Pepsi C2 Tea Zero Degree tea Fanta Dr.Thanh tea 7 Up Sprite Mirinda Ice+ C.C Lemon Coca-Cola Pepsi C2 Tea Zero Degree tea Fanta Dr.Thanh tea 7 Up Sprite Mirinda Ice+ C.C Lemon
  16. 16. CURRENT CONSUMPTION 16 34.5% 11% 13.3% 14.7% 17.1% 9.3% 10.8% 5.7% 4.5% 9.6% 17.1% Coca-Cola is the brand with the highest proportion of consumers using products in the last month BRAND AWARENESS AND CUSTOMER SATISFACTION
  17. 17. CONSUMER SATISFACTION 17 Coca-Cola is the carbonated soft drink brand with the highest level of customer satisfaction, followed by Pepsi Zero Degree Green tea is the non-carbonated soft drink brand with the highest level of customer satisfaction 70.3 59.0 48.4 39.7 30.9 46.3 24.6 38.5 48.5 41.8 42.0 23.6 32.0 43.2 49,. 54.5 43.9 50.8 48.7 39.8 42.4 44.2 6.2 9.0 8.4 10.7 14.5 9.8 24.6 12.8 11.7 15.8 13.8 0% 20% 40% 60% 80% 100% CocaCola Pepsi 7 Up Sprite Mirinda Fanta C.C Lemon Ice+ Trà xanh 0 độ Trà C2 Trà Dr.Thanh Hài lòng Bình thường Không hài lòng BRAND AWARENESS AND CUSTOMER SATISFACTION Zero Degree Green tea C2 Green tea Dr.Thanh tea Satisfied Neutral Dissatisfied
  18. 18. SURVEY RESULTS • BRAND AWARENESS AND CUSTOMER SATISFACTION • CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT DRINKS THE MOST • CONSUMING HABITS • FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS • SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES • CHANNELS TO ACCESS PRODUCT INFORMATION • BRAND LOYALTY • PROMOTION FORMS
  19. 19. GENDER AND AGE OF THE HOUSEHOLD MEMBERS CONSUMING SOFT DRINKS THE MOST 19 30.5% 60.5% Men consume soft drinks more often Respondents under 30 years old consume soft drinks the most 17.8% 12% Under 15 years old 15 – 30 years old 30 – 45 years old Over 45 years old 31.4% 38.6%
  20. 20. SURVEY RESULTS • BRAND AWARENESS AND CUSTOMER SATISFACTION • CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT DRINKS THE MOST • CONSUMING HABITS • FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS • SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES • CHANNELS TO ACCESS PRODUCT INFORMATION • BRAND LOYALTY • PROMOTION FORMS
  21. 21. CONSUMING HABITS 21 Carbonated, 77,6% Non-carbonated, 22,4% carbonated, 85,6% Men consume carbonated soft drinks more than Women do Carbona ted 81.9% Non- carbonated 17.6% Carbonated soft drinks are more popular CONSUMING HABITS Non-carbonated, 14,4%
  22. 22. QUANTITY Buy in packs 35% Buy in bottles 56% Buy in crates 9% 22 CONSUMING HABITS Most of the respondents buy in bottles
  23. 23. VOLUME - PACKAGING 23 Plastic bottles: 76.4% Aluminum cans: 20.6% Glass bottles: 2% 1 liter and more 28.6% Under 350 ml 26.1% From 350ml to under 1 liter 45.2% CONSUMING HABITS
  24. 24. SURVEY RESULTS • BRAND AWARENESS AND CUSTOMER SATISFACTION • CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT DRINKS THE MOST • CONSUMING HABITS • FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS • SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES • CHANNELS TO ACCESS PRODUCT INFORMATION • BRAND LOYALTY • PROMOTION FORMS
  25. 25. FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS 25 Brand 55.4% Habits and hobbies 48.8% Product quality 47.3% Price 21.4% Pervasiveness of counterfeited products 17.4% Popularity 13.4% Design, packaging 11.9% Easy to access 5.0% Promotions 2.0% Origin 38.3% Size, capacity 6.0% FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS
  26. 26. FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS – BY GENDER 26 1. Brand 2. Product quality 1. Habits and hobbies 2. Brand 3. Product quality FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS 3,6 3,6 7,1 10,7 16,1 25,0 28,6 33,9 37,5 50,0 55,4 Promotions Easy to access Size, capacity Popularity Design, packaging Price Pervasiveness of counterfeited Habits and hobbies Origin Product quality Brand 1,4 5,5 5,5 10,3 13,1 14,5 20,0 38,6 46,2 49,0 54,5 Promotions Size, capacity Easy to access Design, packaging Pervasiveness of counterfeited Popularity Price Origin Product quality Brand Habits and hobbies
  27. 27. Respondents with income under 10 million VND are often influenced by habits and hobbies and product quality Respondents with income equal to 10 million VND or more are mainly influenced by brand 27 Factors <= 10 million VND (%) 10 - 20 million VND (%) >= 20 million VND (%) Habits and hobbies 54.4 47.9 42.5 Product quality 52.6 46.9 45.0 Brand 38.6 52.1 62.5 Origin 31.6 40.6 42.5 Price 19.3 25.0 20.0 Pervasiveness of counterfeited products 15.8 18.8 17.5 Design, packaging 14.0 8.3 17.5 Popularity 12.3 14.6 15.0 Easy to access 12.3 2.1 2.5 Size, capacity 3.5 5.2 12.5 Promotions 0.0 3.1 2.5 FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS– BY INCOME FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS
  28. 28. SURVEY RESULTS • BRAND AWARENESS AND CUSTOMER SATISFACTIONS • CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT DRINKS THE MOST • CONSUMING HABITS • FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS • SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES • CHANNELS TO ACCESS PRODUCT INFORMATION • BRAND LOYALTY • PROMOTION FORMS
  29. 29. Grocery stores are the most popular channel to buy products, 62.7% the second most popular channel is supermarkets 40.3% 29 SHOPPING LOCATIONS SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES 40,3 25,4 4,5 62,7 36,8 27,8 7,9 22,9 14,4 15,9 22,9 7,4 5,0 8,5 30,9 64,7 7,0 94,0 0% 20% 40% 60% 80% 100% Supermarkets Convenience Stores Markets Grocery Stores Online purchasing Ussually Sometimes Seldomly Never
  30. 30. FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES 30 77.1% 71.1% 48.8% 25.4% 15.9% 13.9% 6.5% Địa điểm, khoảng cách thuận tiện khi mua Uy tín nơi bán Sự đa dạng về sản phẩm Giá thấp Phương thức thanh toán tiện lợi Các chương trình khuyến mại Dịch vụ vận chuyển tiện lợi Distance and location Reputation Variety of products Price Means of payment Promotion Delivery service Distance and location, reputation and variety of products mainly influence consumers’ shopping location choices SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES
  31. 31. FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES- BY GENDER 31 8.9 12.5 19.6 26.8 51.8 71.4 75 15.9 4.1 14.5 24.8 47.6 79.3 69.7 0 20 40 60 80 100 Các chương trình khuyến mại Dịch vụ vận chuyển tiện lợi Phương thức thanh toán tiện lợi Giá thấp Sự đa dạng về sản phẩm Địa điểm, khoảng cách thuận tiện khi mua Uy tín nơi bán % Nữ Nam Distance and location mainly influence women’s shopping location choices Reputation mainly influences men’s shopping location choices SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES Reputation Distance and location Variety of products Price Means of payment Delivery service Promotions Women Men
  32. 32. SURVEY RESULTS • BRAND AWARENESS AND CUSTOMER SATISFACTION • CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT DRINKS THE MOST • CONSUMING HABITS • FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS • SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES • CHANNELS TO ACCESS PRODUCT INFORMATION • BRAND LOYALTY • PROMOTION FORMS
  33. 33. CHANNELS TO ACCESS PRODUCT INFORMATION 33 Tivi, đài 93% Người thân, bạn bè 62% Internet 53.7% Salesmen 36.3% Newspapers, magazines 35.8% Leaflets, posters 22.9% Advertisements on bus 22.4% Banners in public 18.4% Forums 11.4% Cultural, musical event sponsorship 18.9% TV and radio 93% Relatives, friends 62% Advertisements in cinemas 12.9% TV and radio is the most popular channel to access product information Word of mouth is a relatively popular channel CHANNELS TO ACCESS PRODUCT INFORMATION
  34. 34. CHANNELS TO ACCESS PRODUCT INFORMATION – BY AGE 34 Channels <=30 years old 31-40 years old 41-55 years old Over 55 years old TV and radio 92.3 92.9 92.9 94.1 Internet 63.5 64.3 42.9 41.2 Relatives, friends 62.7 58.9 66.7 60.8 Salesmen 28.8 32.1 42.9 43.1 Newspapers, magazines 26.9 44.6 31.0 39.2 Banners in public 25.0 12.5 23.8 13.7 Leaflets and posters 23.1 16.1 28.6 25.5 Cultural, musical event sponsorship 21.2 17.9 19.0 17.6 Advertisements on bus 21.2 25.0 31.0 13.7 Advertisements in cinemas 19.2 19.6 11.9 0.0 Forums 11.5 10.7 9.5 13.7 Unit: % CHANNELS TO ACCESS PRODUCT INFORMATION
  35. 35. SURVEY RESULTS • BRAND AWARENESS AND CUSTOMER SATISFACTION • CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT DRINKS THE MOST • CONSUMING HABITS • FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS • SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES • CHANNELS TO ACCESS PRODUCT INFORMATION • BRAND LOYALTY • PROMOTION FORMS
  36. 36. BRAND LOYALTY 36 Given bad news about the regularly consumed products: 47%: verify information 4.5%: continue purchasing Verify information 47% Stop purchasing, 48.5% Continue purchasing, 4.5% BRAND LOYALTY
  37. 37. BRAND LOYALTY 37 Incase a shopping location runs out of the regularly consumed products: 47.6%: buy at other locations 17.1% : wait until the products are available Switch to other products, 35.7% Shop at other locations, 47.6% Wait until the products are available, 17.1% BRAND LOYALTY
  38. 38. 38 C2 Green tea customers are the most loyal compared to other brands’ customers Pepsi customers switch to other brands the most often compared to other brands’ customers BRAND LOYALTY BRAND LOYALTY 38,7 44,5 33,3 30,1 38,7 34,9 46,7 39,6 22,6 20,6 20,0 30,2 0% 20% 40% 60% 80% 100% Switch to other brands Buy at other locations Wait until the product are available
  39. 39. SURVEY RESULTS • BRAND AWARENESS AND CUSTOMER SATISFACTION • CHARACTERISTICS OF HOUSEHOLD MEMBERS CONSUMING SOFT DRINKS THE MOST • CONSUMING HABITS • FACTORS INFLUENCING CUSTOMERS’ BUYING DECISIONS • SHOPPING LOCATIONS AND FACTORS INFLUENCING CUSTOMERS’ SHOPPING LOCATION CHOICES • CHANNELS TO ACCESS PRODUCT INFORMATION • BRAND LOYALTY • PROMOTION FORMS
  40. 40. PREFERRED PROMOTION FORMS – BY GENDER 40 43.1% 7.8% 21.6% 15.7% 11.8% 38.6% 22% 25.8% 4.5% 9.1% Tặng sản phẩm Tặng quà - sản phẩm khác Giảm giá sản phẩm Rút thăm trúng thưởng Tặng phiếu mua hàng Nam Nữ Bonus offers and Price discounts are preferred the most by both genders PROMOTIONS FORMS Bonus offers Promotional gifts Price discounts Lucky draw Vouchers Men Women
  41. 41. PREFERRED PROMOTION FORMS-BY AGE 41 Promotion forms <=30 years old 31-40 years old 41-55 years old Over 55 years old Bonus offers 27.5 37.7 51.3 47.5 Promotional gifts 19.6 20.8 7.7 22.5 Price discounts 27.5 24.5 25.6 20 Lucky draw 17.6 9.4 0 0 Vouchers 7.8 7.6 15.4 10 Respondents over 40 years old prefer Bonus offers Young respondents prefer promotional gifts and price discounts Unit: % PROMOTION FORMS
  42. 42. Contents Industry overview Survey results Executive summary General information about the survey 42
  43. 43. GENERAL INFORMATION ABOUT THE SURVEY  Study sites: Hanoi  Survey period: July 2016  Sample size: 170 households  Sampling method: random sampling  Survey method: face to face interviews 43
  44. 44. Male 28.0% Female 72.0% Gender 16-30 26.0% 31-40 28.0% 41-50 21.0% 51-60 16.0% > 60 9.0% Age Occupations GENERAL INFORMATION ABOUT RESPONDENTS 4.2 25 50 16.1 4.7 0 10 20 30 40 50 60 Dưới 5 triệu Từ 5 đến dưới 10 triệu Từ 10 đến dưới 20 triệu Từ 20 đến dưới 40 triệu Từ 40 triệu trở lên % Household monthly income < 5 mn VND From 20 to 40 mn VND From 10 to 20 mn VND From 5 to 10 mn VND >=40 mn VND 44 25,5 22 19 16,5 10 4,5 2,5 Business men Housewives, retired people Officers Unskilled, freelance workers Service staffs Manufacturers Manager retirees
  45. 45. 45 CONTACT HEAD OFFICE - Hanoi Suite 305-307, 12 Trang Thi Street Hoan Kiem District, Hanoi Tel: (+84)04-39351419 Fax: (+84)04-39351418 BRANCH OFFICE – Ho Chi Minh City 15th Floor, Unit D1502, The Manor Officetel, 91 Nguyen Huu Canh Street, Binh Thanh District, Ho Chi Minh City Tel : (84-8) 3507 0622 Website: www.marketintello.com Email: info@marketintello.com
  46. 46. MARKETINTELLO | INTRODUCTION 46 DEPOCEN was founded in 2005 as an independent research organization, and has gained its reputation among the development and policy research and consultancy community with its wide range of research into socio-economic issues, sector specifics, macro-economic policies, business and investment environments, trade liberalization, governance, and the public sector. DEPOCEN MARKETINTELLO MarketIntello is headquartered in Hanoi and has a branch in Ho Chi Minh City. We offer comprehensive market research packages on a national scale. MarketIntello is striving to become one of the leading research and consulting firms in Vietnam with the highest standard of market research services. Market research service MarketIntello was founded in 2015 as an initiative of DEPOCEN in response to the increasing requests for market studies and research from corporate clients. Strongly backed by DEPOCEN, the firm has a research team with full capacity of providing survey, comprehensive and intelligent information, analytic solutions, and industry research for both domestic and international clients
  47. 47. MARKETINTELLO | VISION AND MISSION Mission Vision A leading research and consultancy firm that excels on rigorous scientific disciplines, advanced analytical techniques, and real-time data and information to serve clients To provide market insights and credible solutions through market research and consultancy 47
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