Home Credit is leading the consumer loans service in Vietnam

1. STUDY ABOUT CONSUMER LOAN
MARKET IN VIETNAM
BY DI-MARKETING (www.di-onlinesurvey.com)
Jun, 2016

2. 1
SCOPE OF WORK
 This survey was conducted to study about consumer loan market in
Vietnam
 Methodology: Online survey
 Fieldwork time: 3 days (19/06/2016 to 21/06/2016)
 Sample size: N = 1000
 Geography: Nationwide

3. 2
KEY FINDINGS
• Vietcombank, BIDV & Vietinbank are top 3 well-known loan service providers in Vietnam
• WOM and salesman’s consultancy are main sources of brand awareness
• Home credit (PPF) is the market leader of Vietnam consumer loan service
• Simple registration procedure is the main reason for choosing this kind of service
• Buy mobile phone and house/apartment are main purposes for applying consumer loan
• By offering more promotion programs, like gifts and vouchers, consumer loan service
brands can make their customer happier
• 90% users get installment consumer loan and 26% use 12-months-installment
• 46% borrow $250.1 - $1000 per times
• 28% users have used pawn service and mobile phone & bike are put in pawn the most

4. 3
N = 1000
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
8%
2%
2%
7%
12%
12%
13%
44%
Others
Job seeker/Retired
Housewife
Factory Worker
Self-employed
Engineer/Doctor/Teacher
Student
Office staff
15%
17%
29%
35%
3%
Over 35
30-35
26-30
18-25
Under 18
35%
65%
Male
Female
31%
2%
2%
5%
16%
45%
Others
Cần Thơ
Hải Phòng
Đà Nẵng
Hà Nội
Hồ Chí Minh

5. 4
1%
12%
22%
24%
25%
28%
30%
31%
32%
35%
35%
36%
39%
40%
40%
45%
Others
ACS
ANZ
HD Saison
Prudential Finance
FE Credit (VPBank)
HSBC
ACB
Đông Á
Home Credit (PPF)
Techcombank
Agribank
Sacombank
Vietinbank
BIDV
Vietcombank
Total
1%
13%
27%
27%
32%
30%
35%
35%
36%
40%
35%
31%
42%
36%
34%
42%
Hồ Chí Minh
1%
8%
25%
16%
20%
17%
34%
35%
32%
22%
50%
45%
43%
61%
55%
62%
Hà Nội
1%
13%
14%
23%
19%
31%
21%
25%
28%
34%
30%
38%
35%
36%
41%
43%
Others
VIETCOMBANK, BIDV AND VIETINBANK ARE TOP 3 WELL-KNOWN
CONSUMER LOAN SERVICES IN VIETNAM
Do you know any consumer loan services listed below?
N = 1000 N = 450 N = 157 N = 393
Techcombank is more well-known in Hanoi

6. 5
1%
12%
22%
24%
25%
28%
30%
31%
32%
35%
35%
36%
39%
40%
40%
45%
Others
ACS
ANZ
HD Saison
Prudential Finance
FE Credit (VPBank)
HSBC
ACB
Đông Á
Home Credit (PPF)
Techcombank
Agribank
Sacombank
Vietinbank
BIDV
Vietcombank
Total
1%
9%
15%
17%
18%
23%
23%
29%
32%
29%
33%
35%
38%
40%
38%
45%
Under 18-25
1%
16%
26%
30%
26%
31%
32%
30%
32%
43%
36%
34%
40%
41%
43%
47%
26-30
2%
14%
26%
29%
33%
38%
37%
37%
37%
40%
37%
44%
44%
41%
45%
46%
30-35
1%
11%
27%
23%
32%
24%
32%
30%
27%
30%
37%
33%
37%
36%
35%
43%
Over 35
VIETCOMBANK, BIDV AND VIETINBANK ARE TOP 3 WELL-KNOWN
CONSUMER LOAN SERVICES ACROSS ALL AGE GROUPS
Do you know any consumer loan services listed below?
N = 1000 N = 385 N = 291 N = 172 N = 152

7. 6
4%
20%
25%
26%
26%
26%
27%
28%
31%
37%
47%
Others
See others use these brands
I know through sms advertising
messages/ email
Web, forum ads
Consultancy of staffs of financial
companies at sales points
TV ads
Facebook ads
In/ Out of home ads
Poster, flyer
Consultancy of salesman
Friends/relatives' suggestion
Total
4%
20%
26%
26%
23%
20%
26%
25%
29%
38%
43%
Hồ Chí Minh
3%
19%
25%
32%
31%
38%
35%
39%
35%
38%
58%
Hà Nội
5%
21%
22%
24%
27%
28%
25%
26%
32%
36%
46%
Others
FRIENDS/ RELATIVES’ SUGGESTION & SALESMAN’S CONSULTANCY
ARE 2 MAIN SOURCES OF AWARENESS NATIONWIDE
How do you know these service providers?
N = 1000 N = 450 N = 157 N = 393

8. 7
4%
20%
25%
26%
26%
26%
27%
28%
31%
37%
47%
Others
See others use these brands
I know through sms
advertising messages/ email
Web, forum ads
Consultancy of staffs of
financial companies at sales…
TV ads
Facebook ads
In/ Out of home ads
Poster, flyer
Consultancy of salesman
Friends/relatives' suggestion
Total
3%
18%
20%
26%
22%
26%
29%
29%
28%
31%
42%
Under 18-25
6%
23%
27%
27%
27%
25%
28%
25%
35%
40%
48%
26-30
7%
24%
29%
26%
33%
29%
25%
30%
37%
45%
56%
30-35
3%
16%
27%
23%
27%
26%
24%
26%
28%
36%
45%
Over 35
AGAIN, WOM & SALESMAN’S CONSULTANCY ARE 2 MAIN CHANNELS
OF AWARENESS ACROSS ALL AGE GROUPS
How do you know these service provider?
N = 1000 N = 385 N = 291 N = 172 N = 152

9. 8
55%
63%
48% 46%
59%
45%
37%
52% 54%
41%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 30-35 Over 35
Yes
No
45% HAVE USED CONSUMER LOAN SERVICES
Have you ever used consumer loan service?
N = 1000 N = 385 N = 291 N = 172 N = 152
Under 18~25 group uses consumer loan service more than other groups

10. 9
3%
3%
4%
4%
6%
10%
12%
59%
Others
I cannot prove my
income
High service fee
Complicating
procedure
Cannot control my
consumption
Be concerned about
paying debt ability
High interest
I have no demand
Total
3%
3%
1%
6%
6%
11%
11%
58%
Under 18-25
3%
2%
6%
4%
9%
9%
17%
48%
26-30
4%
4%
4%
0%
7%
7%
8%
67%
30-35
0%
4%
5%
4%
1%
9%
9%
69%
Over 35
BESIDE DEMAND, HIGH INTEREST IS ANOTHER MAIN REASON FOR
NOT USING CONSUMER LOAN SERVICES
If you haven't used consumer loan service yet,
why didn't you use this service?
N = 550 N = 144 N = 151 N = 93 N = 62

11. 10
0%
1%
1%
1%
1%
3%
3%
1%
0%
15%
5%
7%
23%
11%
22%
4%
Hà Nội
0%
1%
3%
3%
4%
5%
5%
5%
5%
6%
7%
10%
10%
11%
12%
13%
Others
ANZ
ACB
Techcombank
Prudential Finance
Đông Á
HSBC
HD Saison
ACS
Vietinbank
Sacombank
FE Credit (VPBank)
BIDV
Agribank
Vietcombank
Home Credit (PPF)
Total
1%
1%
4%
2%
5%
5%
6%
8%
7%
3%
9%
12%
5%
7%
6%
16%
Hồ Chí Minh
0%
0%
2%
5%
3%
5%
5%
3%
6%
5%
5%
8%
10%
17%
14%
14%
Others
OVERALL, HOME CREDIT (PPF) IS THE MARKET LEADER OF
CONSUMER LOAN
INDUSTRY IN VIETNAM
If you have used consumer loan service already,
which service provider do you use the most frequently?
N = 450 N = 202 N = 73 N = 175
Saigonese prefers Home Credit and FE Credit
Hanoian chooses Vietcombank and BIDV

12. 11
0%
1%
3%
3%
4%
5%
5%
5%
5%
6%
7%
10%
10%
11%
12%
13%
Others
ANZ
ACB
Techcombank
Prudential Finance
Đông Á
HSBC
HD Saison
ACS
Vietinbank
Sacombank
FE Credit (VPBank)
BIDV
Agribank
Vietcombank
Home Credit (PPF)
Total
0%
1%
1%
5%
2%
4%
2%
3%
8%
8%
7%
11%
13%
11%
13%
10%
Under 18-25
0%
1%
1%
2%
3%
5%
5%
3%
5%
6%
7%
12%
7%
13%
13%
17%
26-30
1%
1%
5%
2%
8%
6%
3%
10%
4%
1%
6%
8%
12%
11%
10%
12%
30-35
3%
0%
6%
3%
5%
2%
15%
10%
2%
8%
6%
3%
6%
10%
10%
11%
Over 35
OVERALL, HOME CREDIT, VIETCOMBANK AND AGRIBANK ARE TOP 3
CONSUMER LOAN SERVICES PROVIDER
If you have used consumer loan service already, which service do
you use the most frequently?
N = 450 N = 144 N = 151 N = 93 N = 62
Under 18-25 uses Vietcombank and BIDV the most
26~35 group prefers Home Credit
Over 35 group chooses HSBC

13. 12
VIETCOMBANK GAINS HIGHEST BRAND AWARENESS
WHILE HOME CREDIT (PPF) GAINS HIGHEST MARKET SHARE
Which brands do you know?
Which brands do you use the most ?
45%
40% 40% 39%
36% 35% 35%
32%
31%
30%
28%
25%
24%
22%
12%
1%
12%
10%
6% 7%
11%
3%
13%
5%
3%
5%
10%
4%
5%
1%
5%
0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Awareness
Usage
N = 1000

14. 13
Vietcombank
Agribank
FE Credit
(VPBank)
BIDV
Home Credit (PPF)
VIETCOMBANK GAINS HIGHEST BRAND AWARENESS WHILE HOME
CREDIT (PPF) GAINS HIGHEST MARKET SHARE
Which service provider do you know?
Which service provider do you use the most ?
Low
Low
High
High
Usage
Awareness
.

15. 14
6%
24%
24%
25%
26%
26%
28%
29%
30%
32%
33%
34%
34%
38%
Others
Low service fee
Have many promotions
Extentive POS network
Salesman suggestion
Don't need to mortgage
Good customer service
Low interest
Friends/ relatives recommendations
Clear and simple loan policy
Enthusiastic consultant
Reliable
Fast approving time
Simple registration procedure
Total
SIMPLE REGISTRATION PROCEDURE IS THE MAIN REASON FOR
CHOOSING THIS KIND OF SERVICE
Why do you choose this service provider?
N = 450

16. 15
6%
24%
24%
25%
26%
26%
28%
29%
30%
32%
33%
34%
34%
38%
Others
Low service fee
Have many promotions
Extentive POS network
Salesman suggestion
Don't need to mortgage
Good customer service
Low interest
Friends/ relatives recommendations
Clear and simple loan policy
Enthusiastic consultant
Reliable
Short approving time
Simple registration procedure
Total
8%
19%
19%
31%
39%
31%
24%
22%
15%
27%
32%
24%
42%
42%
Home Credit (PPF)
9%
25%
26%
25%
25%
21%
30%
30%
32%
38%
36%
45%
30%
49%
Vietcombank
2%
31%
29%
16%
16%
24%
25%
33%
39%
29%
20%
43%
27%
24%
Agribank
PPF = SIMPLE + FAST APPROVING / VCB* = SIMPLE + RELIABLE
AGRIBANK = RELIABLE + RECOMMENDED BY FRIENDS/ RELATIVES
Why do you choose this service provider?
N = 450 N = 59 N = 53 N = 51
* VCB : Vietcombank

17. 16
6%
24%
24%
25%
26%
26%
28%
29%
30%
32%
33%
34%
34%
38%
Others
Low service fee
Have many promotions
Extentive POS network
Salesman suggestion
Don't need to mortgage
Good customer service
Low interest
Friends/ relatives recommendations
Clear and simple loan policy
Enthusiastic consultant
Reliable
Fast approving time
Simple registration procedure
Total
2%
23%
20%
23%
18%
25%
43%
30%
43%
48%
39%
43%
34%
34%
BIDV
5%
16%
19%
19%
21%
28%
14%
16%
28%
14%
28%
12%
30%
33%
FE Credit
BIDV = CLEAR & SIMPLE LOAN POILICY
FE CREDIT = SIMPLE PROCEDURE
Why do you choose this service provider?
N = 450 N = 44 N = 43

18. 17
70% USERS ARE SATISFIED WITH THEIR CURRENT
CONSUMER LOAN SERVICE PROVIDER
How do you feel with your current consumer loan service?
0% 0% 0% 0% 0% 2%2% 0% 0%
5% 4%
5%
28%
15%
20%
40%
27%
36%
47%
55%
55%
33%
53%
44%
23%
30%
25% 23%
16% 14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Very satisfied
Satisfied
Normal
Unsatisfied
Very unsatisfied
N = 450 N = 53 N = 44 N = 43 N = 51 N = 59
Vietcombank has highest top box consumers’ satisfaction level with 30%

19. 18
16%
7%
8%
9%
15%
17%
17%
18%
27%
28%
Others
Customer service is not good
Unclear loan policy
Unenthusiastic consultant
Sparse POS network
Complicated register procedure
Low approving time
High service fee
High interest
Not many promotions
Total
BY OFFERING MORE PROMOTION PROGRAMS, CONSUMER LOAN
SERVICES CAN MAKE THEIR CUSTOMER HAPPIER
Is there anything that makes you unhappy about your current
consumer loan service?
N = 450

20. 19
16%
7%
8%
9%
15%
17%
17%
18%
27%
28%
Others
Customer service is not good
Unclear loan policy
Unenthusiastic consultant
Sparse POS network
Complicated register procedure
Long approving time
High service fee
High interest
Not many promotions
Total
12%
5%
3%
10%
14%
15%
3%
15%
32%
39%
Home Credit (PPF)
25%
4%
6%
6%
17%
13%
25%
15%
19%
17%
Vietcombank
12%
14%
10%
10%
20%
29%
20%
12%
18%
16%
Agribank
HOME CREDIT = NOT MANY PROMOTIONS/ VCB* = SLOW APPROVING
AGRIBANK = COMPLICATED PROCEDURE
Is there anything that makes you unhappy about your current
consumer loan service provider ?
* VCB : Vietcombank
N = 450 N = 59 N = 53 N = 51

21. 20
16%
7%
8%
9%
15%
17%
17%
18%
27%
28%
Others
Customer service is not good
Unclear loan policy
Unenthusiastic consultant
Sparse POS network
Complicated register procedure
Low approving time
High service fee
High interest
Not many promotions
Total
11%
5%
9%
7%
20%
23%
20%
23%
16%
45%
BIDV
5%
9%
16%
9%
7%
14%
23%
16%
49%
28%
FE Credit
BIDV = NOT MANY PROMOTION + HIGH SERVICE FEE
FE CREDIT = HIGH INTEREST + NOT MANY PROMOTION
Is there anything that makes you unhappy about your current
consumer loan service? (chosen in Q8)
N = 450 N = 44 N = 43

22. 21
3%
9%
0% 0% 0%
8%
34%
30%
32%
38% 37%
37%
10% 7%
7%
2%
12%
12%
40%
35%
45%
49%
41%
41%
12%
19% 16%
11% 10%
2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
I will use this service only
I will prefer using this service in
priority
I will use this service parallel with
other service
I will continue use this service, but I
will use other in the future
I will switch to other service
12% ARE LOYAL WITH THEIR CURRENT SERVICE PROVIDER
What is your usage intention towards this consumer loan service
provider in the future?
Surprisingly, FE Credit owns highest ratio of loyal consumer (19%) as well as switching rate 9%
N = 450 N = 43 N = 44 N = 53 N = 51 N = 59

23. 22
Home Credit
(PPF)
Vietcombank
Agribank
BIDV
FE Credit
VIETCOMBANK GAIN HIGHEST USERS’ SATISFACTION
WHILE FE CREDIT GAINS HIGHEST USERS’ LOYALTY
How do you feel with your current service provider?
What is your usage intention towards your service provider in the future?
Satisfaction
High
HighLow
Low
Loyalty
.

24. 23
75% WILL INTRODUCE THEIR CURRENT BRAND TO OTHERS
What is your ability to recommend your brand of consumer loan
service to others? (chosen in Q8)
1% 0% 0%
5%3% 2% 5%
9%
21%
9%
30%
18%
31%
26%
46%
60%
41%
51%
42%
40%
29% 30% 30% 29%
22% 21%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Vietcombank BIDV Agribank Home Credit
(PPF)
FE Credit
I will recommend definitely
I will recommend
I may recommend
I will not recommend
I will not recommend definitely
Vietcombank owns highest top box recommendation level with 30%
N = 450 N = 53 N = 44 N = 51 N = 59 N = 43

25. 24
1%
28%
36%
40%
40%
46%
54%
Others
Free shipping
Money collecting at
home
Bundled special
packaged
Buy other products
with preferential
price
Lucky spin
Gifts, vouchers
Total
0%
26%
37%
39%
36%
38%
58%
Under 18-25
3%
30%
39%
38%
41%
45%
54%
26-30
1%
31%
29%
47%
43%
52%
56%
30-35
0%
27%
34%
37%
45%
56%
47%
Over 35
54% DESIRE TO HAVE GIFTS/ VOUCHERS WHEN USING THIS SEVICE
Which services attached with consumer loan do you desire to be offered?
Over 35 prefers lucky spin
N = 450 N = 144 N = 151 N = 93 N = 62

26. 25
9%
17%
23%
27%
28%
28%
37%
Others
Furniture
Computer
Vehicle
Electronic household
appliance
House
Mobile phone
Total
6%
8%
28%
23%
24%
17%
42%
Under 18-25
12%
25%
26%
35%
30%
32%
40%
26-30
14%
17%
18%
29%
29%
24%
40%
30-35
3%
16%
10%
11%
26%
50%
15%
Over 35
BUYING MOBILE PHONE AND HOUSE/APARTMENT ARE MAIN
PURPOSES FOR APPLYING LOANS
What did you buy with these consumer loans?
50% over 35 group uses their consumer loan to buy house
N = 450 N = 144 N = 151 N = 93 N = 62

27. 26
6%
18%
30%
90%
Others
Revolving consumer credit
Noninstallment consumer loan
Installment consumer loan
Total
9%
22%
30%
91%
26-30
9%
22%
30%
91%
26-30
9%
16%
31%
96%
30-35
0%
16%
26%
89%
Over 35
90% USERS GET INSTALLMENT CONSUMER LOAN
What kind of consumer loan do you often get?
N = 405 N = 123 N = 138 N = 89 N = 55

28. 27
7% 5% 7% 4%
16%5%
3%
5% 11%
3%8%
3%
8%
10%
13%10%
7%
8%
11%
18%
10%
12%
11%
8%
5%
20%
17%
26%
22%
13%
26%
28%
26% 25%
23%
15%
24%
11% 11% 10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-
25
26-30 30-35 Over 35
Under $250
$250.1 - $500
$500.1 - $1000
$1000.1 - $1500
$1500.1 - $2500
$2500.1 - $5000
$5000.1 - $10000
Over $10000
46% APPLY FOR LOAN FROM $250.1 TO $1000
When you get installment consumer loan, in the most recently, how
much did you get?
N = 405 N = 123 N = 138 N = 89 N = 55
7% 6% 4% 4%
10%
27%
5%
0% 3% 3%
6%
29%
8%
2% 3%
10%
16%
24%
10%
2%
10%
11%
13%
16%
10%
7%
10%
10%
23%
2%
20%
12%
22%
33%
23%
2%
26%
32%
34%
23%
6%15%
38%
15%
4% 3%
Total Under $200 $200.1 -
$450
$450.1 -
$700
$700.1 -
$1000
$1000 and
over
N = 405 N = 72 N = 173 N = 88 N = 30
The higher income, the more they borrow
N = 42

29. 28
26% USE 12-MONTHS-INSTALLMENT
In the most recent loan time, how long is your installment term?
2% 2% 1% 3% 0%
6% 3% 7%
8%
10%
6%
2%
5%
9% 13%8%
6%
9%
11% 8%5%
1%
3%
12% 10%
3%
6%
1%
2% 2%
26%
25%
26%
26%
24%
14%
20%
17%
5%
6%
22%
23%
23%
20%
21%
8% 11% 8% 4% 6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-
25
26-30 30-35 Over 35
3 months
6 months
9 months
12 months
15 months
18 months
24 months
36 months
Over 36 months
Others
N = 405 N = 123 N = 138 N = 89 N = 55

30. 29
28% USERS HAVE PUT SOMETHING IN PAWN
Have you ever use pawn services?
72% 74%
64%
70%
82%
28% 26%
36%
30%
18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 30-35 Over 35
Yes
No
N = 1000 N = 385 N = 291 N = 172 N = 152

31. 30
11%
13%
16%
26%
38%
48%
Car
Others
Certificate of house/land ownership
Laptop
Motorbike
Mobile phone
Total
MOBILE PHONE AND BIKE ARE PUT IN PAWN THE MOST
If you have used pawn service, what did you put?
N = 283

32. 31
20% USERS HAVE APPLIED FOR A HIGH INTEREST LOAN AT
PAWNSHOPS/ LENDERS
Have you ever applied for a high interest loan at pawnshops/lenders?
81% 83%
72%
84%
88%
20% 17%
28%
16%
12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18-25 26-30 30-35 Over 35
Yes
No
N = 1000 N = 385 N = 291 N = 172 N = 152

33. 32
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
o Email: dang.h@di-mktg.com
o Contact number: +84 902-73-9944
• Thailand
o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,
Bangkok 10110, Thailand
o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing)
o Email: pimparima.p@di-mktg.com
o Contact number: +66 96 245 3656

34. 33
CONTACT US
• Indonesia:
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: hendry.p@di-mktg.com
o Contact number: +65 822 1345 2555 | +62 21 3005 3541
• India:
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654