2. Market research top-line October 2011
HCMC HA NOI DA NANG
Highlight:
CUSTOMERS BEHAVIOR INSIGHTS
ON ONLINE SHOPPING & GROUPON

3. 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 – October 2011:
 Sample size: N=300; in which:
 HCMC = HN = DN = N=100
 Gender: Male, female
 SEC: ABCD
 Age: 16 – 35
 Frequency of using internet at least 3 times per week & ever purchased products/
services by online

4. BEHAVIOR ON ONLINE SHOPPING

5. Purpose of using Internet
• Beside using internet for online shopping, consumers usually use internet for searching information, updating
information & chatting, surfing on social networks (Facebook, Zing me…). There is no significant difference across
these areas.
TOTAL HCMC HN DN
Online shopping 100 100 100 100
Searching information 92 94 98 84
Reading/ Updating news 91 87 87 98
Chatting 86 79 95 85
Surfing on social networks 83 77 87 84
Email 60 62 72 45
Surfing on forums 46 37 69 32
N= 300 N= 100 N= 100 N= 100
Base on all respondents

6. Source of information
• The source of information of awareness and purchasing on online shopping that mainly affect on their trust.
Hence, the sources mainly come from “recommendation from relatives/ friends/ colleague”, “links from social
networks”.
TOTAL HCMC HN DN
Recommend from relatives/ friends/ colleague 90 90 90 90
59 59 59 59
The links from social networks 76 76 76 76
42 42 42 42
Self-searching information 70 70 70 70
37 37 37 37
The links/ pop – up/ banners from the other website 59 59 59 59
22 22 22 22
The links from Yahoo/ Skype… 65 65 65 65
15 15 15 15
Posters/ banners/ leaflets 25 25 25 25
5 5 5 5
SMS 21 21 21 21
3 3 3 3
N= 300 N= 100 N= 100 N= 100
Soure of information that effect on purchasing Source of awareness

7. Online shopping – Products & Services
• The fashionable products (clothing, bag, glass…) are one of key products that female especially often buy it. While
male usually purchase electronics products/ electrical appliances
• In addition, consumers in Hanoi usually purchase products such as cosmetics, cellphone, souvenir etc… Consumers in
Danang usually book tickets/ air tickets by online.
LOCATION GENDER AGE
PRODUCTS/ SERVICES TOTAL HCMC HN DN Male Female 16 - 25 26 - 35
N=300 N=100 N=100 N=100 N=150 N=150 N=150 N=150
Clothing/ Garment/ Textiles 70 51 84 74 59 81 74 65
Electronics/ Electrical appliances 40 43 50 27 51 29 34 46
Cosmetics 39 28 61 27 27 50 41 37
Cell phone/ telephone 37 30 51 31 51 24 35 39
Souvenir 29 19 42 25 26 31 33 25
Tickets booking service 29 7 26 53 32 25 23 34
Hotels/ restaurants/ coffee shop/ Foods 23 13 35 20 25 21 25 21
Beauty services 21 15 32 15 11 31 17 24
Stationery 20 6 30 24 19 21 24 16
Travel/ tourism 16 10 28 10 15 17 9 23
Transports 11 14 11 9 15 8 8 15
Base on all respondents

8. Key words for searching online shopping
CLOTHING/ GARMENT/
FASHION
“Quần áo giày dép”
“Quần áo”
“Thời trang”
“Sản phẩm thời trang”
ELECTONICS/ ELECTRICAL
APPLIANCES
“Điện tử” CELL PHONE
“Điện tử online/ trực tuyến” “Điện thoại”
“Chợ điện tử” “Điện thoại di động”
“Điện thoại online”
“Điện thoại ifone/
Nokia”…
COSMETICS
“Mỹ phẩm”
“Hóa mỹ phẩm trực
tuyến/ online”
“Nước hoa”

9. Websites – Reference & shopping
• Consumers in HCMC usually purchase products/ services at these websites such as 123mua.vn, vatgia.com and
5giay.vn
• Consumers in Hanoi often purchase products/ services at enbac.com
• The main websites are purchased by consumers in Danang: 123mua.vn, individual shops on social networks.
TOTAL HCMC HN DN
123mua.vn 61 55 57 70
31 29 23 41
enbac.com 57
40 5 12 65 89 51 69
vatgia.com 53 41 70 48
26 23 35 20
Individual shops on social networks 45 32 47
21 9 16 39 56
muabanhangngay.com 41 21 58 44
10 7 11 12
5giay.vn 41 57 38
16 29 4 16 29
muahangtructuyen.com.vn 37
12 6 12 16 54 13 44
ebay.vn 33
17 9 21 17 40 24 37
muasam.caigi.com 29
5 0 12 4 43 10 32
thegioitructuyen.vn 28
7 3 11 11 46 6 26
sanphamtieudung.com
6 28 48 10 53 4 24
chodientu.vn
7 23 3 13 12 34 7 23
dokhuyenmai.com 22 8 23 9 20 7 23
8
Websites of manufacturers 13 1 28 2 10
1
ebank.vtc.vn
3 9 17 3 10 5 11
infovn.com.vn 3 1 11 48
27 1
vimua.com
26 4 10 1 8
mobivi.vn 2 1 3 1
N= 300 N= 100 N= 100 N= 100
Website - Shopping Website - Reference

10. The level of satisfaction about online shopping
• Regarding the satisfaction of consumers on the websites that they ever purchased, we found that their satisfaction
are quite good with professional & long establishment websites. Individual shops on social networks are not received
the good score as others.
enbac. 123mua. Vatgia. Social 5giay.
com com com networks com
Means 4.11 4.06 3.97 3.88 3.98
Top 2 boxes (T2B) 86 81 81 81 78
Definitely satisfaction 7
18 22
25 27
Satisfaction
74
Neutral/ normal 63 56
61 54
Disatisfaction
18 18 19 20
Definitely disatisfaction 14
1 2 0 2
N= 112 N= 83 N= 67 N= 57 N= 45
Base on top 5 websites

11. Spontaneous satisfaction factors about online shopping
enbac.com 123mua.vn vatgia.com Social
5giay.vn
SATISFACTION FACTORS networks
N=112 N=83 N=67 N=57 N=45
THE QUALITY/ QUANTITY PRODUCTS 93 94 84 84 91
Have many products 46 42 55 26 16
High quality product 42 52 51 53 62
METHODS OF PAYMENT 89 96 79 93 96
Have many flexible methods of payment 60 69 60 80 85
Easy payment 33 27 25 23 11
Fast payment 18 23 15 18 4
THE PROCESS OF ORDER/ PURCHASE 88 100 88 97 91
Easy order 61 70 52 61 69
The process of order is quick 48 65 37 49 51
PRICE 88 88 76 81 87
Valued for money 77 82 15 70 80
Cheap price 13 10 22 12 4
DELIVERY 79 89 78 79 89
Fast delivery 33 35 60 25 33
Delivery on-time 21 23 16 19 18
Delivery to be followed request 13 36 5 23 40
PROMOTION 53 60 55 26 36
Have many attractive promotion 31 24 13 23 18
Record mark when purchasing/ Discount when buy in quantitives 18 28 34 2 13
Base on top 5 websites

12. Important factors
• “Good quality & prestige of suppliers” are the priority factors that consumers pay more attention when they are doing
shopping online. Next are “have many choices on products/ services, “simple procedure”, “delivery at home” & “valued for
Top 2
money”. Means
boxes
Good quality products/ services 2 26 71 97 4.69
Prestige’s suppliers 2 5 32 61 93 4.53
Have many products/ services 1 9 25 64 89 4.51
Simple procedure 1 9 29 62 91 4.51
Delivery at home 1 8 30 61 91 4.50
Valued for money 1 8 31 60 91 4.50
Could change products if dissatisfaction 6 33 58 91 4.47
Quick delivery 10 33 57 90 4.47
Delivery with free of charge 3 10 33 54 87 4.38
Attractive price 1 10 36 52 88 4.38
Have many ways of payment 1 12 33 53 86 4.37
Have many attractive promotion 3 9 36 52 88 4.37
Friendly salesperson 2 2 8 39 49 88 4.32
Professional staff s 2 5 8 39 46 85 4.22
Easy to use interface 4 2 17 32 46 78 4.14
76 4.13
Easy to remember domain 3 4 16 29 47
79 4.11
Popular websites 2 8 11 36 43
71 4.03
Nice/ attractive interface 3 5 21 29 42
Definitely not important Not important Normal/ Neutral Some what important Definitely important
Base on all respondents N= 300

13. Convenience and inconvenience of online
shopping
• The number of consumers use online shopping are increasing more & more than before because of some
conveniences from this. These are also the differentiation factors vs. offline “saving time, flexible on time of
purchasing, delivery at home, simple procedure & diversified products”.
• However, the key inconvenient attributes of online shopping are the most important elements that consumers
considerate . Thus, to ensure the quality of products/ services is one of the important factors that suppliers need to
take into consideration & remain.
Total HCMC HN DN
N= 300 N= 100 N= 100 N=100
Convenience of online shopping
Saving time and money 45 55 43 36
Can purchase everywhere 28 25 20 38
Convenience (easy to use, delivery at home..) 21 20 18 24
The process of purchase/ order is simple and quickly 14 12 20 9
Have many products for choosing 13 10 13 15
Convenience to make reference price and comments about products/ services 12 8 12 17
Inconvenience of online shopping
Don’t know the real quality in comparison with the describe quality 32 37 11 49
Products can not be changed after delivery 19 4 22 32
Base on all respondents

14. Purchasing and usage behavior of online voucher

15. Overview of online Voucher

16. Origin of online voucher
 Online Voucher is a form of selling voucher by online, which is come from
Groupon (Groupon stands for Group & Coupon; that means of discount selling
belong to group).
 Groupon is an online business model with “win-win-win”, it profits to merchants,
users, and the websites purchasing with group. According to this model,
consumers will buy products/ services with reasonable price ( discount from
50% to 90%).
 The merchants have more opportunities to get new potential consumers with low
expenses. They also have opportunities to introduce new products and sell other
services to consumers from Groupon.
 The websites (who distribute the Groupon) get profits from discounting on total
turnover.
Source: from Internet

17. Popular websites - distributing online voucher
Source: Collect from Internet

18. Opportunities and Threats analysis of suppliers
Low marketing
Finding potential Is recommended cost and quick Push the stock
consumers & broadcasted effective on products
awareness
OPPORTUNITIES
THREATS
Most of suppliers have
Suppliers use promotion too not had solution for
much, customers will only keeping the loyalty of
purchase products if they new consumers
have promotion
Source: from Internet

19. Opportunities and Threats analysis of distributor
26.8 million
Inflation,
people use Consumers like Shopping behavior
internet ~ 31%
concern on the promotion of consumers
population price
OPPORTUNITIES
THREATS
Vietnamese Not specialize
The suppliers are consumers Manage the Not good at products/
not realize about have not process of quality control services on each
benefits of this believed on ordering/ of products/ website
kind of business this kind of delivery services from
business suppliers
Source: from Internet
*: Report of NetCitizens Vietnam 2011

20. Target – Potential consumers
The people usually use internet, consumers have online shopping
behavior .
Location: key cities
Target Occupation: student and office worker
consumers Age: 16 – 35
Gender: Female (mainly)
Habits and behavior: they like promotion products/ services
The people usually use internet but have not had online shopping
behavior
Location: others urban cities (Binh Duong, Bien Hoa, Vung Tau, Hai
Phong…)
Potential
consumers Gender: female
Age: >35.
Habits and behavior: have shopping demands but rarely using
internet for shopping
Source: from Internet

21. Online voucher awareness
• Consumers in HCMC aware the online voucher more than 2 others cites: HN & DN.
• It seems HCMC is one of the location is applied this kind of business. Hence, the rate of awareness is higher than
others.
TOTAL HCMC HN DN
29
44
52
Yes
83
71
No 56
48
17
N=300 N=100 N=100 N=100
Base on all respondents

22. Source of online voucher awareness
• In general, the source of information mainly come from WOM “recommendation from relatives/ friends / colleague”.
• Next are “links from social networks” & “links/ pop – up/ banners from the other website”
TOTAL HCMC HN DN
93 90 96 93
Recommendation from relatives/ colleagues/ friends
62 45 68 64
The links from social networks
55 41 64 54
The links/ pop – up/ banners from the other website
41 27 49
Self-searching information 42
37 44 37
The links from Yahoo/ Skype… 39
24 23 22
Posters/ banners/ leaflets 22
17 16 23
Outdoor billboards 20
21 18 8
SMS 14
* Sample size is very small
Base on the respondents aware of online voucher

23. Websites awareness – selling online voucher
• There are top 4 websites distribute online voucher such as muachung.vn, muanhanh.net, cungmua.com &
nhommua.com
TOTAL HCMC HN DN
muachung.vn 76 86 80 41
85 94 89 55
muanhanh.net 46 43 73 14
69 74 86 31
cungmua.com 39 31 50 41
62 63 71 45
nhommua.com 38 25 66 31
60 59 61 55
muachungvietnam.net 23 19 41 7
49 53 55 31
7 Top of mind (TOM)
voucher.vn 21 23 27
30 39 27 10
Aided
* Sample size is very small
Base on the respondents aware of online voucher

24. Have consumers ever bought online voucher?
• Base on those consumers aware online voucher, we found that the rate of buying online voucher mainly focus on
HCMC. Perhaps, it could prove that the power of purchasing of consumers in HCMC is higher than others.
TOTAL HCMC HN DN
11
35
Yes 42
60
89
65
No 58
40
* Sample size is very small
Base on the respondents aware of online voucher

25. Websites that consumers have ever bought online
voucher
• Muachung.vn & nhommua.com are 2 websites that have been accessed and bought more than others.
• Consumers in Da Nang prefer buying products/ services in “nhommua.com” to other websites.
TOTAL HCMC HN DN
muachung.vn 65 74 60 20
nhommua.com 35 32 20 60
muanhanh.net
29 30 80 0
cungmua.com 19 18 40 10
voucher.vn 14 10 80 0
muachungvietnam.net 12 14 20 0
* Sample size is very small
Base on the respondents have ever bought online voucher

26. Products/ Services have been bought by voucher
• Consumers often buy products/ services are relevant to “ Fashion products”, “Souvenir”, “Food & drinking services” and
“Beauty services”
Total HCMC Ha Noi Da Nang
N=65 N=50 N=5* N=10*
Fashion products 52 50 100 40
Souvenir 32 32 40 30
Hotel/ Restaurant/ Coffee shop... services 28 26 20 40
Beauty services 28 16 60 70
Cosmetics 23 22 80 _
Electronics/ Eletrical appliances 23 28 _ 10
Travel/ Tourism services 17 12 20 40
* Sample size is very small
Base on the respondents have bought Voucher

27. The types of Voucher that consumers desire
to get
• Currently, consumers mainly get Voucher with 3 types: card, SMS & paper voucher.
• Consumers mainly desire to get Card Voucher (the same as the name-card) because this type could give the trust more
than others.
TOTAL HCM HN ĐN
Card Voucher 74 80 100 50
40 30
SMS Voucher 35 0
Paper Voucher 30
34 32 20
N=65 N=50 N=5* N=10*
* Sample size is very small
Base on the respondents have ever bought online voucher

28. Level of satisfaction
• The rate of consumers satisfy with “muachung.vn” is better than the other players.
muachung. nhommua. muanhanh. cungmua. muachung
vn voucher.vn
com net com vietnam.net
Means 4 3.73 3.63 3.29 3.88 3.86
Top 2 box 93 64 63 29 76 86
Definitely satisfied 7 9 12
29
Satisfied
62
55
63 86
Neutral/normal 86
71
Dissatisfied
36 38
25
Definitely dissatisfied 14
7
N=42 N=22* N=16* N=7* N=8* N=7*
* Sample size is very small
Base on the top 6 websites are best–selling

29. Spontaneous satisfaction
• The mainly satisfaction factors are “ Quality of products” and “Price”. The factors “Methods of payment” and “Process of
buying/ order” are same among voucher suppliers.
muachung.vn nhommua.com muanhanh.net cungmua.com voucher.vn muachung
SATISFACTION FACTORS vietnam.net
N=42 N=22* N=16* N=7* N=8* N=7*
THE PROCESS OF BUYING/ ORDER 93 91 94 86 88 86
Easy order 74 59 69 57 75 57
The process of buying/order is quick 52 55 56 57 50 57
METHODS OF PAYMENT 93 82 94 100 100 100
Easy payment 38 27 63 29 63 29
The Process of payment is quick 29 14 6 29 13 29
Fast payment by money 12 18 _ 14 13 14
Multiform methods of payment 7 14 6 43 25 43
DELIVERY 91 82 100 86 75 86
Delivery on-time 48 23 31 43 50 43
Enough quantity 33 27 50 29 13 29
Delivery to be followed request 31 9 31 _ _ _
QUANTITY/QUALITY PRODUCTS 86 64 94 71 63 71
Good product valued for money 74 46 63 43 38 43
Have many product 29 9 19 29 63 29
Attractive products 2 5 13 _ _ _
PRICE 69 59 50 71 75 71
Suitable price 64 36 44 57 50 57
More discount 7 23 6 _ 25 _
PROMOTION 67 41 44 86 88 86
Have many promotion 45 23 31 29 63 29
To accumulate marks 19 14 6 _ _ 29
* Sample size is very small
Base on the top 6 websites are best–selling

30. Spontaneous dissatisfaction
• The mainly dissatisfaction factors are “ Quality of products” and “ Not on-time in delivery”.
muachung.vn nhommua. muanhanh. cungmua. voucher.vn
DISSATISFACTION FACTORS
com net com
N=42 N=22* N=16* N=7* N=8*
QUALITY/ QUANTITY OF PRODUCTS 12 23 13 43 13
Not good quality _ 18 6 29 _
Products which received are not beautiful as advertising 2 5 _ 14 13
The quality of products is not same _ _ _ 14 _
DELIVERY 7 9 _ 14 13
Not on-time 7 9 _ 14 13
* Sample size is very small
Base on the top 6 websites are best–selling

31. The trend of Groupon in the future
• In general, consumers found that shopping with Groupon (online voucher) will have a good development in the near
future. It could be become a new trend in shopping. Hence, the distributor of online voucher should control the
“quality" of suppliers to build the reliability & brand-name for developing in long term.
TOTAL HCM HN DN
Become a new trend for shopping
Taking a considerable part in form of 71 70 70
buying 80
Definitely replace the off-line shopping
10
22 24
Nothing change 20 20
5 2
3 4
Base on all the respondents

32. Thank you

33. Thank you