CONSUMER’S SHOPPING HABIT FOR TET HOLIDAY
*Tet is known as Lunar New Year. This is the most meaningful holidays to the Vietnamese.
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.
Opportunity for all members in
the family to get together
Relaxing period and have
more time for family/ friends
Ideal time for travelling
Is the same as everyday
Most special occasion of the
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”.
(base on respondent who said that
there are differences)
Variety products and widely available 29.9%
No longer warm/ happy asmostphere
T raditional activities to prepare for
Tet almost gone
No longer for firework 13.4%
No longer family gathering as before 17.5%
More decoration along roads and
More expensive price
More entertainment center opening
More crowded and animated on road 5.2%
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.
Square glutinous rice cake
New Year's tree