Vietnamese%20kids'%20behaviors[1]

Market Research April- 2010

HCMC HA NOI

HIGHLIGHTS: VIETNAMESE KIDS’ BEHAVIORS

Top 10 TVCs ranking

About

Viettrack is a monthly market research developed by FTA Research & Consultant, the
representative of ESOMAR in Vietnam.

Viettrack is done according to ISO 20252:2006, the international quality standard in
market research and ESOMAR Code of Conduct.

Viettrack aims to:
Provide snapshots on Vietnam consumers based on 400 Vietnamese consumers across 2 key
cities (HCMC = Hanoi = 200 respondents, SEC = ABC, randomly selected, age = 16 - 50)
( p , , y , g )

Explain market research terms, usage, application, methodologies for Vietnam market

Introduce new developments in market research worldwide and Asia Pacific region.

Interact with marketers in Vietnam on approach and direction for the most effective and
valuable for investment use of market research. Eventually, this would help reduce
marketing failures and expand the market research industry in Vietnam

3

Daily routine
‐ Wake up & do personal cleanliness
‐ Prepare breakfast for husband & kids
6 – 9 AM ‐ Take kids to school
‐ Go to workplace (for office lady only)
‐ Clean & cleanse home, wash dishes, wash
9 ‐ 12 AM clothes
‐ Go to wet market or supermarket to buy food.
‐ Come back home and prepare lunch
‐ Have lunch

12 ‐ 3 PM ‐ Take a rest/ take a nap
‐ Watch TV or read newspaper/ magazines
‐ Prepare meal for family
3 – 6 PM ‐ Take kids from school

‐ Have dinner with family (husband & kids)
6 – 9 PM ‐ Watch TV
‐ Take a bath
‐ Go around the city, go to the park or supermarket
9 ‐ 12 PM with husband & kids
‐ Go to sleep

Weekdays & weekend
WEEKDAY WEEKEND
‐ Do housework: clean & cleanse - Do housework as usual
home, wash dishes, wash clothes, go
to the market & prepare meals etc
meals, etc. - Cook special meals for family with
new dishes to give family new
- Go to work (for working woman) tastes

- Take care of children: take kids to - Go out for a rest: go to the parks
school,
school feed & take a bath teach
bath, with kids go to visit relatives go
kids, relatives,
lessons & homework, etc. out with friends, go for a walk with
husband & kids.
- Entertain & relax by watching TV,
listening to music, read newspapers - Go out for dinner
& magazines
magazines.
- Picnic/ have a short trip far from
Housewives often spend all the city
day for their housework while
working women spend time for They often spend more time
housework in early morning & for their children at weekend to
after working hours. make them relax & feel free
after a week with work & study
hard

TAKING CARE OF FAMILY IS A RESPONSIBILTY & FAVORITE HOUSEWORK OF WOMAN

Media behaviors & touch points
THEY ARE MOSTLY FAMILY‐ORIENTED. BESIDES WORKING, THEY SPEND MOST TIME IN HOUSEWORK LIKE COOKING, WASHING,
CLEANING, & TAKING CARE OF THEIR CHILDREN. HOWEVER, ALL WANT TO ENJOY THEIR PRIVATE TIME BESIDES THE TIME
SPENDING ON TAKING CARE OF FAMILY BY READING MAGAZINES OR NEWSPAPER, WATCHING TV & EXPLORING INTERNET TO
UPDATE NEW THINGS WHICH ARE NECESSARY FOR THEIR LIFE. ALSO ,IT IS THE WAY TO KEEP THEM IN TOUCH WITH THE OUTSIDE
SOCIETY. THE WAY THEY CHOOSE TO GET IN TOUCH DEPENDS ON ITS CONVENIENCE, EASE AND POPULARIZATION.

NEWSPAPER & MAGAZINES TV

• Provide many fresh news, hot news updated day by day • Release boring feeling
• Provide many life style tips such as cooking, make-up, • Relax
shopping, price . . necessary for these women to apply them • Update news
into their daily work in order to take good care of themselves • Kill time
and their family. - Favorite program: Vietnamese film, gameshow (Di
• Favorite magazines & newspapers: tim an so, Vuot len chinh minh )
so minh…),
- Tiep Thi & Gia Dinh - Favorite channels: HTV7, HTV9, VTV3, VTV2, VTV1,
- The Gioi Phu Nu SCTV9, VCTV1…
- Tuoi Tre
- Cong An
- Thanh Nien

INTERNET

• Update news
• Relax
• Search & look into necessary information
• Keep in touch with outside society
• Favorite websites:
- tuoitre.vn
- vnexpress.net

Daily routine
‐ Wake up & do personal cleanliness
‐ Have breakfast at home or at school
6 – 9 AM
‐ Go to school
‐ Have a break time: have breakfast, play with friends,
read comic, have snacks (snack, milk tea, soft drink, bánh
9 ‐ 12 AM
9 12 AM tráng trộn…)….
‐ Come back home
‐ Have lunch

‐ Take a rest/ take a nap
‐ Watch TV or read comic
‐ Play with toy (barbies, superman…), play with
12 ‐ 3 PM
neighbors…
‐ Drawing
‐ Surf the internet: chatchit, search information, play
3 – 6 PM game online….
‐ Have snacks: drink milk, eat spoon yoghurt, cheese,
snack….

‐ Have dinner with parents
6 – 9 PM ‐ Go to extra class: English, drawing, pre‐elementary…
‐ Watch TV, read comic, playing, drawing….
‐ T k a b th
Take bath
9 ‐ 12 PM
‐ Go around the city, go to the park or supermarket with
parents or go to grandpa/grandma’s house.
‐ Go to sleep

Kids’ activities
SCHOOL TIME

Go to school Activities at home: Eat & drink,
do homework, take a rest

Watch TV, listen to music, Surf the internet, chatchit, read
play game comic online, play game online…

MOST OF KIDS FROM 6‐12 YEARS OLD ARE FULL DAY SCHOOL (BÁN TRÚ) SO THEY ALMOST SPEND THEIR TIME IN SCHOOL
TO STUDY. THEY DON’T HAVE MUCH TIME TO JOIN OUTSIDE ACTIVITIES. THE TIME FOR ENTERTAINMENT IS NOT MUCH &
OFTEN HAPPENS IN THE EVENING.

Kids’ activities
HOLIDAY TIME

INSIDE OUTSIDE

Eat & drink, do homework, take a rest Go to supermarket with parents
Play with toy Picnic or hangout far the city with family
Watch TV, listen to music, play game Visit grandpa/ grandma’s house
Surf the internet, chatchit, read comic Have extracurricular activities like
online, play game online, drawing… drawing, martial, swim… course
Go to Dam Sen park Suoi Tien
park, Tien…
Go shopping with sister

THE KIDS HAVE MORE FREE TIME AT WEEKEND SO THEY CAN JOIN MANY ACTIVITIES BOTH INSIDE & OUTSIDE. BESIDES, THE
PARENTS ALSO WANT THEIR KIDS TO RELAX & FEEL FREE & COMFORTABLE AFTER A HARD STUDYING WEEK SO THEY SPEND MORE
TIME TO JOIN WITH THEM LIKE GO TO SUPERMARKET, THE PARK, THE ZOO OR THEY ORGANIZE A SHORT OR LONG TRIP TO
SUPERMARKET PARK
SOMEWHERE FAR FROM THE CITY.
THIS IS THE BEST PERIOD TO SHARE TOGETHER, PLAY TOGETHER & COME CLOSER SO THE PARENTS CAN UNDERSTAND THEIR
KIDS DEEPLY & SUPPORT THEM TO PHYSICAL DEVELOPMENT IN THE FUTURE.
BUILD & MAINTAIN RELATIONSHIP BETWEEN FAMILY MEMBERS, ESPECIALLY THE KIDS

Decision maker map
Decision maker map
MOMS

Food & Clothes & Personal care &
beverage accessories HH care

Stationery
St ti
Stationery Kid toys
Personal care &
HH care

Food &
Kid toys beverage Clothes &
accessories

KIDS FROM 6-10 Y.O KIDS FROM OVER 11 Y.O

Snacking habit
THERE ARE A BIT DIFFERENCES BETWEEN 6‐11 YEARS OLD & OVER 11 YEARS OLD IN SNACKING HABIT

6 – 10 YEARS OLD OVER 11 YEARS OLD

• More nutritious • Avoid/release boring feeling
• Provide more nutrition • Have fun with friends
• C eate f eshness
Create freshness • Ha e man fla o s in one
Have many flavors
• Good for health • Feel fresh
At this age, they are small so they cannot Their faculty of thought & reason are higher so
decide by themselves so their moms play an they can decide what they want to do or eat
eat.
important role in choosing kinds of snacking for They have many subjects in school, they feel
daily consumption of them. Moms focus on foods tired & boring so they choose foods can make
which are good for health support physical
health, them release boring feeling & create freshness
development. too.
Moms are main decision maker in They are main decision maker in
choosing for snacking choosing for snacking
snacking.

Snacking repertoires
They often consume…….. for snacking

Kids from over 11 years old prefer

Bánh tráng trộn Fried fish ball Milk tea Snacks Ice-cream

Snacks Fruits Cheese Yoghurt

Kids from 6 – 10 years old prefer

PROVIDE MORE
NUTRITION
Snacking repertoires
Snacking repertoires AVOID BORING

Have a lot of flavors Have many flavors in one: sour,
Provide nutrition salty, sweet & peppery good
Good for health taste
Create freshness Avoid/release boring feeling

Avoid/release b i f li
A id/ l boring feeling
Cold, both sour & sweet Good taste
Have a lot of flavors
Provide nutrition
Good for digestion & health
Create f h
C freshness Good taste
Have a lot of flavors
Create freshness
Provide nutrition
Good for health
Create freshness Have a lot of flavors
However, easy to make
teeth decayed

Have a lot of tastes: sour, sweet
Have a lot of flavors Sweet & cold
Provide nutrition: vitamin, protein Have a lot of flavors:
Good for health strawberry, chocolate, taro
Create freshness Create freshness

Media behaviors & touch points
FOR KIDS BORN IN 21ST CENTURY, MEDIA IS AN INDISPENSABLE PART OF THEIR LIFE, ESPECIALLY INTERNET. IT BRINGS
THEM TO UNREAL AND IMAGINATIVE WORLD IN WHICH KIDS CAN DO EVERYTHING THAT’ THEY WANT TO DO IN REAL
LIFE, ALSO THEY FIND IT INTERESTING AND FUNNY. THAT’S WHY THEIR PARENTS DON’T WANT THEM USE IT A LOT &
CHECK CAREFULLY WHEN THEY ACCESS THE INTERNET
CHECK CAREFULLY WHEN THEY ACCESS THE INTERNET

NEWSPAPER & MAGAZINES TV

• Be suitable at their age • Release boring feeling
• Update news & look into information which is suitable for • Relax
them • Kill time
• Favorite magazines & newspaper:
- Khan quang do - Favorite program: cartoon, music, Korean film, Gia
- Hoa hoc tro đình phép thuật…
- Rua Vang - Favorite channels: HTV7, HTV9, VTV3, Disney
channel, cartoon network, Yan TV…

INTERNET

• Expand friendship network (chatchit, make friend…)
• Update news
• Play game online, listen to music online/film online… to relax
& enjoy
• Favorite websites:
- zing.vn
- YanTV
- Game online
- Yahoo!Messenger

KIDS’ BEHAVIOR

Study behavior

Shopping behavior

Eating behavior

Entertainment behavior

Summer entertainment behavior

Preferred promotion programme

Media channels

Idols
Id l

Viettrack complies ISO 20252:2006, the international quality standard in market research

Parents’ concerns when look after & bring up their kids
Recently, “children health”, “children study” & “Characteristic and personality development” are
y, , y p y p
three big issues that most of parents are concerning to.

TOTAL HCMC HANOI
%

Children health 99 100 97

Children study
Child t d 96 95 99

Characteristic and personality
development 86 82 93

Weight and physical growth 83 82 84

Form good habits for their children
70 66 77
(reading books, logical thinking ability,…)

Be a good example to their children 67 61 77

Teach their children spend money in the 51 80
62
right way

Be less well-equipped than their friends 55 61 46

Nurture their children through nutritious
53 51 56
food
N=400 N=200 N=200

Q. What are parents’ concerns about breeding their children? Viettrack Market Research - April 2010

Added courses that kids join in school year
Maths, English, Literature are three main subjects that most of kids have to improve by joining to
added courses
TOTAL HCMC HANOI
%

Maths 60 59 61

English 42 41 44

Literature 24 16 3
37

Sports (swimming, martial classes,…) 14 13 16

Computer courses 14 10 21

Art courses (painting, beautiful letters,…) 11 5 19

Course for aptitude courses (dancing,
7 7 7
playing musical instruments, singing,..)

Physics 5 4 6

Chemistry 2 1 3

No added courses 18 21 14

N=400 N=200 N=200

Q. What are added courses which children usually take in school year? Viettrack Market Research - April 2010

The frequency of studying added courses in a week – Total

General, the frequency of studying added courses is around 2 times per week

A B C D E F G H I
Means 2.1 1.8 1.4 1.9 2.1 1.8 1.7 1.8 1.8 %
1 2
25
5 times/ week
50 50 47 51
56 56
74 73

2-3 times/ week
75

50 50 53 49
43 44
Below 2 times/ week 26 27

N=240 N=20* N=8* N=96 N=168 N=56 N=28* N=44 N=56
A- Maths
B - Physics
C - Chemistry
D - Literature
E – Language courses
F – Computer courses
G – Course for aptitude courses (dancing, playing musical)
H - Art courses (painting, beautiful letters,…) (*) Small Base
I - Sports (swimming, martial classes,…)
Q: What is the frequency of studying added courses in a week? Viettrack Market Research - April 2010

The frequency of studying added courses in a week? – HCM
At HCMC, the frequency of studying added courses is around 2.5 times per week

A B C D E F G H I
Means 2.5 2.5 2.5 2.4 2.4 2.1 1.9 2.1 1.9 %
1 4

5 times/ week

60 63
73 75
83 95
98 100 100
2-3 times/ week

40 37
Below 2 times/ week 27 25
1 13 5

N=118 N=8* N=2* N=32* N=82 N=20* N=14* N=10* N=26*
A- Maths
B - Physics
C - Chemistry
D - Literature

The frequency of studying added courses in a week? – HN

The frequency of studying added courses of Hanoians kids is less than Saigonese ones. It is around
1.5 per week.
A B C D E F G H I
Means 1.6 1 1 1.6 1.6 1.5 1.4 1.7 1.6 %
(time/week)

33 29
39 38 41 38
2-3 times/ week 47

100
100

67 71
61 62 59 63
53
Below 2 times/ week

N=122 N=12* N=6* N=74 N=88 N=42 N=14* N=38 N=32*
A- Maths
B - Physics
C - Chemistry
D - Literature

Decision makers
Parents are main decision makers in most of issues related to kids' studying and entertainment.
Kids
Kid are main d i i makers i j k f d b kf t
i decision k in junk food, breakfast.
TOTAL HCMC HANOI

Going out on summer holiday 63 37 63 37 62 37 1

Kids
Kids’ toy 37 35 1 27 38 33 1 28 35 37 1 27

Clothes, shoes purchase 56 35 9 57 33 19 54 38 8

Going out at weekends 50 45 5 50 44 6 48 46 15

Junk food 24 27 1
2 46 26 25 2 47 22 30 32 43

Breakfast 32 32 1
1 34 38 27 2 33 25 38 2 35

Sports (swimming, martial classes…) 33 34 4 29 36 33 6 25 23 37 40

Clubs (drama, poetry, storytelling,…) 27 38 14 21 39 34 18 18 100

Aptitude courses (dancing, singing,..) 30 33 6 9 22 39 34 1 9 17 26 39 35

Computer courses 66 24 19 59 30 29 39 15 7 39

Language study 65 26 16
2 62 28 37 59 27 5 9

Added
Add d courses (maths, physics…
( th h i 0
70 21 2 5
2 60 32 14
3 9
59 25
2 5 11

Buying learning facilities 37 31 33 26 39 26 3 32 36 41 2 21

N=400 N=200 N=200
Children are main decision makers

Other family members suggest, children are main decision makers

Other family members are main decision makers

Parents suggest, children are main decision makers

Parents are main decision makers

Q: Who are main decision makers to children’ activities ? Viettrack Market Research - April 2010

Places buying learning facilities
Bookstore & stationery are two places where parents usually come to buy learning facilities for
kids.

TOTAL HCMC HANOI

87 93 78
Bookstore
52 63 34

Stationery store 85 84 87
39 23 63

Grocery 32 28 39
6 8 2

Supermarket 36 42 26
4 6 1

Market 15 17 12
2

Department (Diamond, Saigon
1 1
Square,...)

N=400 N=200 N=200
Buy most often Usually buy
%
Q: Which places do children have learning facilities bought?
Q: Amongst, which is the most often place? Viettrack Market Research - April 2010

Places buying clothes, shoes
Moms often go to “clothes and shoes store for kids”, “Market” and “supermarket” to buy clothes
clothes kids , Market supermarket
and shoes for kids.

TOTAL HCMC HANOI

81 70 98
Clothes and shoes sotre for kids
52 36 77

73 75 70
Market
28 33 20

16 25 3

Department (Diamond, Saigon Square,...) 21 31 7
3 5

Grocery 1

N=400 N=200 N=200
Buy most often Usually buy
%
Q: Which places do children have clothes, shoes bought?

The purchase frequency in a month
Learning facilities
The frequency of buying
TOTAL TP.HCM HANOI
clothes, shoes for kids of
Means 0.9 1.00 0.8 % moms is 2 month/ time

Above 4 months/ time 62 4 2 10 1
10
14
3 -4 months/ time 10 20
10
2 months/ time 10 Clothes, shoes
45
1,5 months/ time
46 TOTAL TP.HCM HANOI
1 month/ time 48
Means 0.6 0.7 0.5
3 times/ week 19 13
15 Above 4 months/ time 19
3 27
1-2 times/ week 7 10 3 8 4 months/ time 6 16
N=400 N=200 N=200 9
3 months/ time 21
25
2 months/ time 28
27 10
1,5 months/ time
Average, the frequency of 7
1 month/ time 31
buying leaning facilities for 31
19
kids of moms is 1 month/ time 3 weeks/ ti
k / time 1 2 2 3

N=400 N=200 N=200
%
Q. What is the frequency of buying learning facilities for children monthly?
Q. What is the frequency of buying clothes, shoes for children monthly? Viettrack Market Research - April 2010

Monthly average expenditure for children – Total
Monthly average, parents spend money for kids on breakfast, buying clothes, shoes and added
y g , p p y , y g ,
courses more than the rest.
A B C D E F G H I K L %
Means (VND) 98,160 199,020 132,560 30,340 25,360 27,884 350,740 179,152 185,960 216,840 183,640

2 12 12 14 12 6 4 7 6
Above 300,000 VND 13 17 8 9 9
29 13

26 27 19
200,001 - 300,000 VND 33 36 35
41 32
58
100,001 - 200,000 VND 63
44
30
28 54
50,000 - 100,000 VND 47 55
50 40 44
23 25 16
18 16
Below 50,000 VND
2 6 3
1 4 1 2 8

N=362 N=397 N=363 N=400 N=398 N=78 N=51 N=62 N=181 N=250 N=394

A-Buying learning facilities F-Sports (
(swimming, martial classes…)
l l )
B-Added courses (maths, physics, chemistry,) G-Breakfast
C-Language study H-Junk food
D-Computer courses
p I-Going out at weekends
E-Aptitude courses (dancing, singing,..) K-Clothes, shoes purchase
L-Taking care of kid’s health

Q. What is the monthly average expenditure on……. for children? Viettrack Market Research - April 2010

Monthly average expenditure for children – HCM
Saigonese parents spend much money for kids on breakfast, taking care of kid’s health & buying
g p p y , g y g
clothes & shoes
Means (VND) 122,033 226,833 134,000 20,667 18,333 32,933 407,333 201,800 213,133 233,000 243,133

4
1 10 11 9 12
20 17 20 15
Above 300,000 VND
20 30 8
14 11
17 10
51
200,001 - 300,000 VND 29
20
39 29
58 45 31
35 60
100,001 - 200,000 VND
70

50,000 - 100,000 VND 25 43 44 51 53
24
40
35
25 20
Below 50,000 VND 16
5 8
3 5 4
1 1 2

N=200 N=123 N=89 N=24* N=19* N=40 N=199 N=200 N=191 N=200 N=200

l l )
D-Computer courses
(*) Small Base


Monthly average expenditure for children – HN
While Hanoians parents spend much money for kids on breakfast, buying clothes & shoes and
p p y , y g
joining in added courses
Means (VND) 62,350 157,300 130,400 44,850 35,900 20,310 265,850 145,180 145,200 192,600 94,400

Above 300,000 VND 3
2 12 9 5
2 72 2
7 7 7 9 9
13 8 3 8 8 8
11 9 12
38
21
200,001 - 300,000 VND 14 25 17

10 41 32
18
100,001 - 200,000 62
VND 9 88
85 82 43 49
50
50,000 - 100,000 VND 56
40 44
40
Below 50,000 VND 20 15
17
3
1 4 10 3

N=152 N=196 N=168 N=200 N=200 N=38 N=36 N=42 N=92 N=128 N=192

l l )
D-Computer courses
(*) Small Base


Places where having breakfast
Kids often have breakfast at home or food store

TOTAL HCMC HANOI

At home 48 87 52 91 41 81

Food store 44 86 37 83 55 92

School canteen 6 28 7 31 4 25

Buy and bring breakfast to school 3 27 5 31 21

N=400 N=200 N=200

Most often Often %
Q: Which places do children have breakfast frequently?

Children’s favorite junk food
Snack, sweet cake, yogurt are three most favorite junk foods of kids.

TOTAL HCMC HANOI

Snack 90 89 91

Sweet cake
S t k 73 76 68

Yogurt 72 63 87

Confection 64 71 52

Ice-cream 58 42 83

Chocolate 53 57 47

Cheese 43 51 32

“Bánh tráng trộn” 32 50 6

“Há cảo”
Há cảo 20 31 3

N=400 N=200 N=200
%

Q. What are children’s favorite junk food ? Viettrack Market Research - April 2010

Places buying junk food (P10)
“Groceries near by houses”, “At home (mother bought)” and “School canteen” are common &
Groceries houses , At bought) School canteen
convenience places for kids to buy junk foods.

TOTAL TP.HCM
TP HCM HANOI

%
Groceries near by houses 79 85 70

At home (mother bought) 68 64 73

School canteen 55 71 31


Gorceries near by school 37 39 35

Vendors 36 43 25

Park
k 16 19 11

Movie theatre 3 4 1

Internet store 2 3

N=400 N=200 N=200

Q. Where are places children buy junk food? Viettrack Market Research - April 2010

Going out occasions
Kids are usually allowed to go out on weekends, summer holiday or holiday/ Tet

TOTAL TP.HCM
TP HCM HANOI
%

Weekends 81 78 85

Summer holiday 76 85 64

Holiday/”Tết” 55 71 31

Weekday 31 43 14

N=400 N=200 N=200

Q. Which are occasions do children go out? Viettrack Market Research - April 2010

Places going out for weekdays
On weekdays, after studying hard at school, kids often choose entertainment activities which are
simple and not take much time such as sight-seeing, going to park/ children’s house and
supermarket.

TOTAL TP.HCM HANOI
%

Sight - seeing 63 70 29

Park/ children’ house 36 42 7


To go swimming 26 31 0

To visit relatives 19 13 50

Movie theatre/dramatic stage 4 5 0

N=124 N=86 N=28

Q. Places where kids go out for weekdays? Viettrack Market Research - April 2010

Places going out for weekends
On weekends, kids are usually allowed to go to super market, park, children’s house or visiting
children s
relatives.

TOTAL TP.HCM HANOI
%




Sight-seeing 21 23 19

To go swimming 14 25

Movie t eat e/d a a t c stage
o e theatre/drama tic 9 14 2

Museum 2 3

Long-distance travelling (Vũng
2 3
Tàu, Phan Thiết, Nha Trang…)

N=324 N=156 N=170

Q. Places where kids go out for weekends? Viettrack Market Research - April 2010

Places going out for Holidays/ Tet
Kids are usually visit relatives on Holidays/ Tet occasions or enjoy long-distance travelling such as
long distance
Vung Tau, Phan Thiet, Nha Trang, etc. Hanoians kids are slightly different. They often go to park or
children’s house on this occation.

TOTAL TP.HCM HANOI
%


Long-distance travelling (Vung
45 57 3
Tau, Phan Thiet, Nha Trang…)



Movie theatre/drama tic stage 18 22 7

To go downtown (eating ice-
15 18 7
cream,…)
cream )

Museum 10 10 10


N=220 N=142 N=62

Q. Places where kids go out for Holidays/ Tet? Viettrack Market Research - April 2010

Places going out for summer holidays
Kids often have a long break time on summer holidays. Hence, they are usually allowed to have
long-distance travelling or visiting relatives.

TOTAL TP.HCM HANOI
%
Long-distance travelling (Vũng
83 87 77
Tàu,
Tàu Phan Thiết, Nha Trang )
Thiết Trang…)



Museum 15 17 9

Supermarket 11 14 3


To go downtown (eating ice-
10 11 8
cream,…)

Movie theatre/drama tic stage 9 10 6

N=304 N=170 N=128

Q. Places where kids go out for summer holidays? Viettrack Market Research - April 2010

The frequency of going out
Generally, kids usually go to super market, go sight seeing and go to park/ children house with the
frequency of 4 times/ month.

A B C D E F G H
Means (times/ month) 3.83
3 83 4.4
44 1.33
1 33 0.45
0 45 0.3
03 2.61
2 61 3.89
3 89 3.47
3 47
%
1 32 1 5 5 11
Above 7 months/ time 15
10 11
32 6
32 33
5 - 7 months/ time 33 10 12 12 6
7
6
11
2 - 4 months/ time
24
31 30 31
1 time/ month 25 57 36 24

2-3 times/ month 10
17 20 24 37
24
4 times/ month 21
9 27
19 11
2-7 times/ week 12 7 2 1 19 5 13 9

N=540 N=420 N=276 N=176 N=520 N=552 N=436 N=208

A- Supermarket
B - Park/ children’ house
C - Movie theatre/dramatic stage
D - Museum
E - Long distance tra elling (Vung Tau, Phan Thiet, Nha Trang…)
Long-distance travelling (V ng Ta Thiet Trang )
F - To visit relatives
G - Sight seeing
H – Go swimming
Q. What is the frequency of going out? Viettrack Market Research - April 2010

The frequency of going out – HCM
Saigonese kids often go to park/ children house with the frequency of 6 times/ month. Next is
going to super market and go sight seeing with the frequency of 4 times/ month.

A B C D E F G H
4 41 6.01
6 01 1.17
1 17 0.4
04 0.29
0 29 1.57
1 57 4.18
4 18 3.41
3 41
%
11 6 7 12
Above 7 months/ time
8 26 7 2
31 24
8 36 6
5 - 7 months/ time 43 14 8
3
14
2 - 4 months/ time 26 27
25 10 28
1 time/ month 62 31 21
22 22
2-3 times/ month
27 10 28 39
27
4 times/ month 12
27 10 21
17 13 13
2-7 times/ week 6 3 11 2 8

N=292 N=252 N=126 N=96 N=294 N=280 N=248 N=140

A- Supermarket
D - Museum
G - Sight seeing
H – Go swimming

The frequency of going out – HN
Hanoians kids usually go to museums & go swimming with the frequency of 4 times/ month.

A B C D E F G H
2 85 1.74
1 74 2.36
2 36 0.84
0 84 0.32
0 32 4.44
4 44 3.2
32 4.08
4 08
%
2 2 10 6
Above 7 months/ time 11 20
4 25 25
34 40
5 - 7 months/ time
44 3
2 - 4 months/ time 25
48 29
72
1 time/ month
42
25 80 40
2-3 times/ month 32 17

23
4 times/ month 13
7 17
19 10
12 20
3 10
2 44 11 8
2-7 times/ week

N=222 N=104 N=188 N=70 N=160 N=308 N=116 N=16*

A- Supermarket
D - Museum
G - Sight seeing
(*) Small base
H – Go swimming

Whom children go out with – Total

Children often go out with their family members (having parents) for most of activities. Kids often
go out with their friends when going to museums, sight-seeing and go swimming.

A B C D E F G H
%
2 4 2 1 3 1 3
Other family members

43
53
Family members 63
(having parents) 78
82
92 96 94
18
With neighbor friends 21
16
39
10
With schoolmates 4 25
10 18
4
2 10 3 3

N=166 N=149 N=58 N=44 N=177 N=154 N=82 N=57

A- Supermarket
D - Museum
G - Sight seeing
%
H – Go swimming
Q: With whom do children go out on each occasion? Viettrack Market Research - April 2010

The length of children summer holidays
For elementary students, summer period is approximate 2 months which starts at the beginning of
June and ends at the middle of August annually.
annually

TOTAL HCMC HANOI

%
Means (months) 2.2 2.2 2.1
1
10 8
14
½ month
8
12
17
1 month
31
32
1,5 month
31

2 month
31
24
14
2,5 month

22 21 24
3 month

N=400 N=200 N=200

Q. How long does a summer holiday take? Viettrack Market Research - April 2010

Extra-curriculum courses and activities on summer days
Last year, “added courses (maths, physics, chemistry,…)” was a popular choice of almost parents but
this year “language courses” particularly English as their priority based on the thought do not want their
language courses
children are inferior to others. Furthermore, English now becomes one of required subjects in primary
schools instead of secondary schools as before.
TOTAL HCMC HANOI

%
66 73 55
Language courses 44 47 39

56 53 60
Added courses (maths, physics, chemistry,…) 53 54 51

28 27 29
Computer courses 16 13 21

24 21 30
Sports (swimming, martial classes,…) 18 18 19

13 9 19
Courses for aptitude (painting, beautiful letters,…) 11 9 14
Art courses (dancing, playing musical instruments, 6 5 7
singing,..) 5 4 7

2 6
Others (Vietnamese, literature) 2 5

6 4 8
Don't know 19 15 26

N=400 N=200 N=200

This year Last year

Q: Which were extra-curriculum courses and activities children attended last year?
Q: Which is extra-curriculum course, activity children are going to attend this year? Viettrack Market Research - April 2010

Travel destinations on summer days
In general, “Nha Trang” (33% agreed) and “Vũng Tàu” (30% agreed) are still the most popular
destinations this year In the northern especially Hanoi because the demand for cutting down expenses is
year. northern, Hanoi,
still their priority, therefore “don’t go” (with 38% agreed) stands at high rate though it seems to be lower
than last year 32%
TOTAL HCMC HANOI

%
Nha Trang 33 44 17
14 17 8

30 49 3
Vung Tau
34 55 3

15 21 6
Da lat
13 21 1

Ha Long 9 1 21
6 14

7 6 18
Others (Da Nang, Hoi An, HCMC,..) 8 5 22

17 3 38
Don’t go 37 24 56

N=400 N 200
N=200 N 200
N=200

This year Last year
Q: Where were destinations children travelled last year?
Q: Where is destination children are going to travel this year? Viettrack Market Research - April 2010

Average expenditure on summer holidays as compared
with ordinary days
72% is the agreed percentage for the increase of expenditure in TOTAL HCMC HANOI % increase

summer days, just 2% of mothers think it would be decreased. In Means (%) 16.17 16.28 15.97

detail, the increase rate is popular from 10-20% (with 56% Below 10% 25 22 30

agreed). Meanwhile, increasing more than 40% is received coldly
with just only 2% agreements From 10 - 20% 56 58 54

TOTAL TP.HCM HANOI
From 21 - 40% 16 18 13
%

Increase Above 40% 2 2 3

N=286 N=152 N=134
67
72 76

Decrease
TOTAL HCMC HANOI % decrease

5 Means (%) 8.33 8 8.4
2
1
Equal Below 5% 17 20
26 28
23

From 6 - 10% 50 100 40

N=400 N=200 N=200

From 11 - 20% 17 20

Above 20% 16 20

N=12* N=2* N=10*

Q. What is the average expenditure for children on summer holidays as compared with ordinary days? Viettrack Market Research - April 2010

Average expenditure in this summer year as compared
with last year TOTAL HCMC HANOI % increase
Similarly, 75% agreed with the increase of expenditure this year Means (%) 17.47 1706 18.08
which against with last year. In this case, the popular increasing Below 10% 22 21 22

rate would be from 10-20% (reach 60%), just only 6% of mothers
agree with “above 40%” is a reasonable rate
above 40% From 10 - 20% 60 58 64

TOTAL TP.HCM HANOI
From 21 - 40% 12 14 9
%

Tăng Above 40% 6 7 5

N=300 N=150 N=150
75 75 75

Giảm
TOTAL HCMC HANOI % decrease

Means (%) 21.25 10 25
2 1 3
Như nhau Below 5% 25 33
23 24 22

From 6 - 10% 25 100

N=400 N=200 N=200

From 11 - 20% 25 34

Above 20% 25 33

N=8* N=2* N=6*

Q. What is the average expenditure for children on this summer year as compared with last summer year?Viettrack Market Research - April 2010

Preferred promotion programs - Children
Among the five most preferred promotion programs which children like such as: “cotton animal”,
“puzzle toys”, “electric bicycle”, “comics” and “cartoon CD/DVD” (reach 45% agreed generally),
“cotton animal” is the program they like most (have 30% agreements)

TOTAL HCMC HANOI
%
30 37 19
Cotton animal 61 66 54
15 15 16
Puzzle toys 59 61
60
15 14 16
Electric bicycle 49 37
44
10 7 16
Comics 56 50 66

10 6 15
Cartoon CD/DVD 34 69
48
6 7 6
Skateboard 27 30 22
6 10
1
Watch 51 39
46
5 3 7
Backpack with cartoon characters 33 23 47

1 1 2
Sticker pictures 31 31 31

Scratching card 20 20 19

N=400 N=200 N=200

Like most Like

Q: Which are promotion materials, toys and means of promotion which children prefer?
Q: Amongst, which is the most favorite promotion programme? Viettrack Market Research - April 2010

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