Perception of Tet Holidays

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Market research top-line

June 2011

HCMC

HA NOI

DA NANG

Highlight:

INSIGHTS OF TET* HOLIDAYS
*Tet known as Lunar New Year, is the most meaningful holidays to the Vietnamese.

A brief introduction

Viettrack is a monthly research news-letter developed by FTA Research & Consultant, the member of ESOMAR. It is conducted base on a monthly research. It aims at delivering comment, evaluation and true feeling of research objects about present time’s economic situation as well as promotion campaigns or products to producers and marketers. It is expected to help them understand to offer better service to unsatisfied demand of consumers. Viettrack is done according to ISO 20252:2006, the international quality standard in market research and ESOMAR Code of Conduct. Viettrack - June 2011: Sample size: N=600; in which: HCM = HN = DN = N=200 Gender: Female SEC: ABCD Age: 14 – 45 (teen & adult)

PERCEPTION OF TET HOLIDAYS

The meanings of Tet
• In general, Tet is the traditional holidays, is the opportunity for all members in the family to get together. There is no significant difference between these areas. • In Hanoi, consumers think that Tet is the special holidays in the year. It seems the weather is quite different between seasons. Hence they can recognize Tet is the special time clearly.

TOTAL Is the traditional holidays Is an opportunity for all members in the family to… Is a special holidays Is the relax time for family Is the long holidays Is the ideal time for travelling Is the same as everyday 2 N=600

HCMC 84 84 70 58 49 44 17 2
N=200

HN 80 82 85 87 82 51 47 21 1
N=200

DN 89 84 69 80 69 25 2
N=200 %

60 53 21

Perception about Tet has been changed comparing to several years ago. • Most of Da Nang consumers think that there are many differences on Tet Holidays between 2-3 years recently and 10 years ago. Because there is a part of influence of the appearance of Da Nang. It has been continuously developing in recent years. • The main differences that consumers recognize “traditional activities to prepare for Tet almost gone by variety increasing variety and more convenient products, simpler custom on Tet. In addition, they also said :“Tet is no longer warm/ happy atmosphere as before”.

TO TAL
TOTAL HCMC HN DN %

HM CC
N 10 =0 1 5 1 9 2 4 2 0 5 5 1 2 8 1 0

H N
N7 =8 2 2 1 2 2 6 1 2 3 1 3 1 0 5

D N
N 11 =8 4 5 3 7 2 3 1 9 1 4 8 1 0 6 1

=5 B onresp d ts w oclaimth ared ased on en h ere ifferen ces N 3 9

Trad n ac itiestop arefo Tet alm st g n itio al tiv rep r o oe V arietyp d c ro u ts

3 2 2 6 2 4 1 8 9 8 8 7 4

Yes

60

50

39
ANY CHANGES

Tet isn lo g w /h p atm sp ere as b re o n er arm ap y o h efo M rec n en t p d c o o v ien ro u ts M reexp siv p e o en e ric S p c sto im lier u m M resu ien m o ffic t aterial fo life r 10 91

No

40

50

61

N lo g fo firew rks o n er r o M retrav go Tet o ellin n

N=600

N=200

N=200

N=200

Advertising in Tet season

Consumers’ awareness of Tet TVC versions
• • Most of consumers remember Coca-cola & Omo that are impressed on advertising & key message take-out for Tet . Next are Comfort, Pepsi & Knorr. Among those, consumers in Hanoi & Da Nang remember Comfort more than HCMC. Pepsi is recalled from mainly HCMC consumers.

TOTAL 99 83 57 54 44 32 18
N=600

HCMC 100 81 48 74 31 35 21
N=200

HN 99 85 60 26 47 22 6
N=200

DN 97 82 65 63 53 39 29
N=200

%

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 North and South as the "watermelon”. This is the product of each region to create features and symbols of 2 areas.

TOTAL SPONTANEOUS N=600 Golden apricot Square glutinous rice cake Peach blossom Water melon Swallow New Year's tree (cây nêu) 92 90 69 69 53 21

HCMC N=200 97 88 58 85 53 19

HN N=200 82 90 81 40 45 20...
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