[Vnbiz] Brand name: most important thing to Vietnamese customers

[Tahong Phuc]

Một số hành vi tiêu dùng đáng quan tâm của người Việt.

 

Có dấu hiệu của sự mở rộng của câu lạc bộ “những người ngày 1 giàu hơn”. :) 

 

Chúc mọi người đều là thành viên của câu lạc bộ kia trong năm 2007 này. :P

 

Yours truly,

 

 

Tahong Phuc

 


Brand name: most important thing to Vietnamese customers


17:05' 19/12/2006 (GMT+7) 


The latest survey conducted by the Club of Vietnam-made High-quality Products showed that brand name plays the decisive role in customers’ decisions to purchase goods.

 

The survey showed that brand names accounted for 56% of the decisions to purchase goods. The figure is more than double the previous year’s index, at 25%.

 

Vietnamese customers nowadays do not care much about the prices of goods as they did last year (this year’s figure is 4% lower than the previous year). However, cost is still the second most important thing to customers (54.6%).

 

Last year, customers cared more about who were the distributors of goods: the distribution channel ranks just fourth among the biggest interests of customers (25%).

 

Vu Kim Hanh, Chairwoman of the Club, said that the figures reflect the reality that Vietnam’s distribution network has been developing rapidly, and distributors are all trying to provide good services.

 

As for those who have the spending level of VND500,000/person/month ($31.25) and under, prices still play the decisive role in their decisions . Meanwhile, the customers who have higher incomes more often select goods by brand names.

 

The survey also revealed something else, perhaps not surprising: Sales promotion programmes of different varieties, including discounts and gifts, have more impact on low-income customers than on higher income customers (the figures are 9.3% and 7.6%).

 

Customers who live in the north care most about prices: 63.5% of customers decide to buy goods because they find the prices reasonable. Meanwhile, customers in the central and southern provinces have differing viewpoints: They buy goods because of 1. brand name (58%) 2. price (49%) 3. design 4. distribution and marketing. It is clear that the southern area is the place for products with good brand names.


Regarding spending levels, customers in southern areas have the average spending level of VND500,000/person/month, while those in the north and the central regions have lower spending levels.

 

The targeted customers of Vietnam high-quality products are those who have the spending level of more than VND500,000/person/month, accounting for 85.9% of the total polled customers (the figure was 77% in 2005).

 

 

 

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