Consumer’s Shopping Habit for Tet Holiday

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HCMC

Jan. 2013

HANOI

DANANG

THEME:

CONSUMER’S SHOPPING HABIT FOR TET HOLIDAY
*Tet is known as Lunar New Year. This is the most meaningful holidays to the Vietnamese.

About:
Viettrack is a monthly consumer research report of FTA Research & Consultant, aims to deliver opinions, evaluations and perceptions of consumers about various topics including economic situation, new trends, products & services etc.

We do hope that Viettrack could help producers and marketers feel the breath of consumers, from which find out the most appropriate way to satisfy the consumers’ needs which is increasingly sophisticated.

Viettrack is done according to ISO 20252:2006, the international quality standard in market research and ESOMAR code of conduct.
Viettrack – Jan. 2012:
Sampling size : N=300;
HCM = HN = DN = 100
Gender: Female who is a decision maker for family Tet’s shopping Economic class: ABCD
Age: 20 - 45

PERCEPTION OF TET HOLIDAYS

The meanings of Tet


In general, Tet is an opportunity for all members in the family to get together. There is not much difference between these areas.

TOTAL

HCM

HN

ĐN
%

Opportunity for all members in
the family to get together

89

Traditional holidays

88

Relaxing period and have
more time for family/ friends

Ideal time for travelling

43

69

60

76

17

2

N=300

89

78

51

32

93

84

68

62

92

91

73

72

Long holidays

Is the same as everyday

81

82

Most special occasion of the
year

87

89

35

6

N=100

N=100

N=100
Base on all respondents

Perception about Tet has been changed comparing to the
last 10 years.


Most of Da Nang consumers think that there are many differences on Tet Holidays between 2-3 years recently and 10 years ago, especially, Hanoi & Da Nang due to there is a part of influence of the appearance has been continuously developing in recent years.



The main differences that consumers recognize: “No longer warm/ happy atmosphere as before”, “Variety products and widely available” , therefore, "Traditional activities to prepare for Tet almost gone”.

Changes
(base on respondent who said that
there are differences)

Overall HCMC

HN

DN

35

30

31

45

Unchanged

30.9%

17.1%

49.3%

Variety products and widely available 29.9%

%

N=69

No longer warm/ happy asmostphere
32.5%
as before

DN

N=70

38.2%

14.3%

39.1%

T raditional activities to prepare for
20.1%
Tet almost gone

HN

N=55

5.5%

14.3%

37.7%

20.0%

17.1%

15.9%

No longer for firework 13.4%

HCMC

N=15

No longer family gathering as before 17.5%

TOTAL

14.5%

2.9%

23.2%

More decoration along roads and
10.3%
more events

9.1%

12.9%

8.7%

CHANGES

Changed

65

70

69

55

More expensive price

N=100

N=100

N=100

32.7%

Animated asmostphere

N=300

9.8%
6.7%

5.5%

1.4%
14.3%

More entertainment center opening
6.7%
on Tet

18.6%

More crowded and animated on road 5.2%

14.3%

Symbols strongly related to Tet


The traditional image "golden apricot / peach blossom, square glutinous rice cake" is considered the symbol of Tet.



In addition, there is quite different between 3 areas North, Middle and South . HCMC consumers are familiar with golden apricot and water melon while peach blossom and square glutinous rice cake are more popular in Hanoi than other 2 areas. However, square glutinous rice cake is not that popular in HCMC comparing to Hanoi and Da Nang. This

is the product of each region to create features and symbols of 2 areas.

TOTAL

HCMC

Square glutinous rice cake

79

Peach blossom

65

Swallow

New Year's tree

27
N=300

86

98

67

50

82

64

37

30

49

28

23
N=100

85

62

34

39

%

95
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