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Vietnam Consumer Finance Customer Survey 2015
Customer Experience and Satisfaction

Date of report: 11 August 2015
Part of StoxPluss Market Research Report Series for Vietnam www.stoxresearch.com
@ 2015 StoxPlus Corporation.

All rights reserved. All information contained in this publication is copyrighted in the name of StoxPlus, and as such no part of this publication may be
reproduced, repackaged, redistributed, resold in whole or in any part, or used in any form or by any means graphic, electronic or mechanical, including
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#
StoxPlus Joint Stock Company
5th Floor, Indovina Bank Building
36 Hoang Cau, Dong Da
Hanoi, Vietnam
Date: 11 August 2015
telephone: +84 (4) 3562 6962
facsimile: +84 (4) 3562 5055
stoxplus.com
Dear Client,
Re: First publication of Vietnam Consumer Customer Survey Report,

2015
StoxPlus has been issuing the annually updated Vietnam Consumer We understand that this is a targeted but also an open research. We would
Finance (CF) Report in the last three years, providing the first and be happy to provide any further information to address any questions that
most comprehensive report on this sector. Taking into account you may have, for any specific sector or target business in Vietnam. Our
feedbacks from our clients, in addition to the comprehensive analysis of ultimate objective is to bring real values to our clients via in-depth
the market itself, we conducted our first CF customer survey this year research and practical local insights.
to better assess the experience and satisfaction of finance companies
customers.
Should you have any questions, please contact I myself or our Research
The research, conducted 500 respondents in Hanoi, Ho Chi Minh, and Da Manager, Ms. Lan Nguyen at ++84-4-35626962 (ext. 109) or her email:
Nang, who already used CF services within the last 2 years, were chosen lan.nguyen@stoxplus.com
to answer the 17 questions about consumer finance service providing by
finance companies (selected list including: HD Saison, Home Credit, FE
Credit, ACS Trading, Prudential Finance, JACCS, Toyota Finance, Yours sincerely,
MobiVi, and Others).
500 other respondents who intended to use consumer finance service in

the future were surveyed to answer questions on their future demand.
As part of the research, we have conducted various field trips as well as Nguyen Quang Thuan
discussions and interviews with industry players at management levels CEO
to grasp local insights of how fertilizers are distributed in Vietnam. For StoxPlus Corporation
the product survey, we have conducted mystery shopping at selected
points of sale of finance companies and commercial banks. We get
financial data of key players and consumer loans from our strategic
partner, National Financial Supervision Commission (NFSC).
2
Table of Contents
Part Content Page Part Content Page
Executive Summary 5-6 4 Customer Satisfaction 46-58
1 Vietnam Consumer Finance Market Overview 7-14 4.1 Overall satisfaction 46-48
1.1 Market size & Growth 7-9 4.2 Satisfaction with key product elements 49-58
10-14 5 Statistical Testing 59-72

1.2 Competition dynamics
5.1 Methodology & Key findings 59-61

2 Survey at a glance 15-18
5.2 Confidence Interval 62-72
2.1 Methodology 15-16
6 Demand of Potential Future Users 73-78
2.2 Key findings 17-18
6.1 Survey results 73-75
3 Survey main findings 19-45
6.2 Characteristics 76-78
3.1 Sample Characteristics 19-22
3.2 Demographics 23-28

Appendices 79-87
3.3 Products 29-32
3.4 Customer Acquisition Channels 33-36
3.5 Sales Channels 37-40
3.6 Payment Methods 41-43
3.7 Willingness to continue 44-45
3
Abbreviation
No. Word Stand for

1 APR Annual Percentage Rate
2 BCG Boston Consulting Group
3 CF Consumer Finance
4 CMF Vietnam National Coal-Mineral Finance JSC
5 COD Cash on Delivery
6 DSA Direct Sale Agents
7 JSCBs Joint Stock Commercial Banks
8 MAFC Mirae Asset Finance Company
9 MFI Microfinance Institution
10 MOIT Ministry of Industry and Trade
11 MSB Maritime Commercial JSC
12 NFSC National Financial Supervision Commission
13 POS Point of Sale
14 SBV State Bank of Vietnam
15 SOCBs State-owned Commercial Banks
16 SOE State-owned Enterprise
17 TFC Vietnam Textile and Garment Finance Company
18 VCFC Vietnam Chemical Finance JSC
19 VECITA Vietnam E-commerce and Information Technology Agency
20 VPB FC VP Finance Company
21 ID Identity Card
4
Executive Summary
StoxPlus has been issuing the annually updated Vietnam

Consumer Finance (CF) Report in the last three years,
providing the first and most comprehensive report on
this sector. Taking into account feedbacks from our
clients, in addition to the comprehensive analysis of the
market itself, we conducted our first CF customer
survey this year to better assess the experience and
satisfaction of finance companies customers.
500 respondents in Hanoi, Ho Chi Minh, and Da Nang,

who already used CF services within the last 2 years
were chosen to answer the 17 questions about consumer
finance service providing by finance companies (selected
list including: HD Saison, Home Credit, FE Credit, ACS
Trading, Prudential Finance, JACCS, Toyota Finance,
MobiVi, and Others).
500 other respondents who intended to use consumer

finance service in the future were surveyed to answer
questions on their future demand.
Average age of respondents within 95% distribution
Below are the most critical findings that could change 45
the consumer finance market in the next few years: 40 39.24
35.77 35.3 35.87
35.98
Years old
35 34.19 34.54 34.64

33.1 33.91
32.61 30.22 32.52 33.43
30 29.86
25
20
Total ACS Trading FE Credit HD Saison Home Credit
sample size
This page is intentionally removed for demo purposes
5
Executive Summary (Cont)
6
Contents
Section 1: Vietnam Consumer Finance Market Overview
1.1 Market Size & Growth
1.2 Competition Dynamics
7
Section 1: Vietnam Consumer Finance Market
Market Size & Growth
Vietnam consumer loans continue to grow in 2014, reaching US$10.4billion as of end of August 2014
Figure 1: Consumer Loan Balance (USDbn) and %GDP, %Total Loans

12.0 Consumer Loans Balance in USDbn % Consumer Loans/GDP % Consumer Loans/Loan Book 9%
8%
10.4
8%
8%
10.0 8%
7% 8.9 7%
7%
7% 8.2 6% 6.6%
8.0 5.3% 6.0% 6%
7.2 7.4
5% 5.2% 5.4% 5.3%
6.3 5.2% 5%
4.7%
6.0
4.9 4.8 4%
4.0 3%
2%
2.0
1%
- 0%
Dec-07 Sep-08 Dec-09 Dec-10 Dec-11 Dec-12 Dec-13 Aug-14
In line with the booming credit growth Credit tighten policy dealing SBV issued Document No. 2056/NHNN-CSTT dated
with inflation, SBV asked all 04/10/2012 excluding two groups of loans from the
commercial banks to reduce non-production loans under growth cap: (i) loans
the non-production loans related to consumer real estate financing and (ii)
which include CF to below consumer financing for everyday life purposes
22% by 30 June 2011 and (vehicles and home appliances), for education
below 16% by 31 Dec 2011. purposes, and medical purposes.
Source: StoxPlus from SBV and StoxPlus
8
Market Size & Growth
Consumer finance is part of consumer lending business. However, consumer finance refers to credit used
to purchased non-investment goods or services whose value depreciates quickly
Definition of Vietnam Consumer Finance Market Figure 2: Consumer loans annual growth rate, 2007 Aug 2014
StoxPlus Consumer Finance Definition: In light of international 70%
definitions, based on our understanding of core-business of finance 61%
companies in Vietnam, pure consumer finance consists of installment 60%
loans, cash loans and credit cards issued by finance companies. Other 50%
extended consumer finance services are part of retail banking business, 40%
including collateral loans (Home Mortgage, Home Renovation,
30% 25%
Automobile) as well as credit card issuance provided by commercial 21%
18% 18%
banks. 20%
10% 2%
0%
Sep-08 Dec-09 Dec-10 Dec-11 Dec-12 Dec-13 Aug-14
-10%
-20% -16%
Source: StoxPlus
9
Contents
Section 1: Vietnam Consumer Finance Market Overview
1.1 Market Size & Growth
1.2 Competition Dynamics
10
Competition Dynamics
There are 4 types of key players providing consumer finance market with different business models
11
There are 4 types of players providing consumer finance services: local banks, foreign banks, finance
companies, and others (ACS and MobiVi).
Local commercial banks Traditional and most trusted methods of Finance Companies Quick & East could win the market
lending
Unlike the above financial institutions, finance companies taps on
Domestic commercial banks in Vietnam includes State-owned the market of smaller amount of loan, middle-low income
commercial banks (SOCBs) and joint stock commercial banks (JSCBs). customers. Providing them with quick and easy application process,
It is the most traditional way that customers used to get in order to finance companies charge higher interest in return.
find the financial source. However, the main issue of commercial
banks has risen since its complicated application process and long Finance companies, are the only type that follow the pure
appraisal time. As such, it has created the stereotype inside the consumer finance activities that could consider. With diversified-
customer perception for long time. product strategy, finance companies offer wide range of products,
from cash loan, consumer durable goods, electronic devices or
Local commercial banks still focus on traditional retail banking motorbike, it is expected to serve individuals who are mostly under-
business. Most JSCBs increased their consumer loans quickly in 2014. banked or unbanked, and are usually considered for credit
However, even though these banks provide loans for consumers to supporting.
purchase goods and services, they still require collaterals (e.g. a
valued asset, or a savings account with the bank). This is different MobiVi Advance technology could bring convenience
from a pure CF model that is simple and convenient, and does not The new trend of e-wallet has become phenomenon in Vietnam
require any collaterals for the loans. recently. In retrospect, several e-payment providers has launched
Foreign commercial banks Upper high class customers its product to public, however, it has targeted on payment method
only. MobiVi, on the other hand, by partnership with several banks,
Foreign banks, unlikely to others, focuses on the upper class clients provides the micro credit to its customers.
who owns a bank account. Besides, in order to tap on the consumer
finance market, foreign banks has concentrated on the credit card With the benefits of advance technology in online payment along
issuance. It may appear that larger amount of loan will accompany with the expertise in financial services, MobiVi offers to Corporate
strict credit appraisal. Customers must open an account in banks and Package launched in 2013 and Agent Package launched 2012. MobiVi
information have to fulfill in order to valuate the financial ability or is dedicated to providing access to financial source to Vietnam low-
granted financial source. income class, especially for industrial zone workers.
Along with the main products, which is credit card offered, foreign
banks aim to high credit rating customer, providing the high level of
customer service. As such, they operate in small-scale of products and
customers with unique promotions come along.
12
Finance companies have the fastest growth in consumer loans compared to other types of players
Figure 3: Breakdown of Vietnam Consumer Loans by players, 2013-2014
120% 2014 2013
100%
0% 100% 1% 4%
4%
10% 43%
3%
80% 49%
60%
40% 48%
37%
20%
0%
SOCBs JSCBs Foreign Finance Others Total Others Finance Foreign JSCBs SOCBs
Banks Companies Companies Banks
Source: StoxPlus from NFSC and SBV
13
VP Finance Company (i.e. FE Credit) is believed to be the market leader for consumer finance,
followed by PPF and Prudential
14
Contents
Section 2: Survey at a Glance
2.1 Methodology
2.2 Key findings
15
Section 2: Survey at a glance
Methodology
Consumer Finance customer survey overview
Sample Size Respondents Methodology

500 consumer finance users within 2 Male & Female Snowball Sampling
years (consumer good instalment and
Age: 18-60 Interview face to face
cash loan)
Have used consumer finance services Questions with showcards
500 intended users in the near future
from finance companies (selected
Location: Hanoi, Ho Chi Minh City, Da list)
Nang
Description
500 respondents who already used CF services within the last 2 years were chosen to answer the 17 questions about consumer finance service
providing by finance companies (selected list including: HD Saison, Home Credit, FE Credit, ACS Trading, Prudential Finance, JACCS, Toyota
Finance, MobiVi, and Others).
500 other respondents who intended to use consumer finance service in the future were surveyed to answer questions on their future demand.
Due to difficulty in sampling consumer finance users, we selected snowball sampling methodology as respondents have been previously identified
and difficult to locate or contact. As such, using this approach, few potential respondents were contacted, then asked whether they know of
anybody whose used consumer finance service before or have intention to use in the future.
Biases
Foremost, snowball sampling does not produce a random sample because of the potential biases present during the process. In the beginning, the
bias may be introduced as the recommendations were based on convenience and the circle of relationships is limited. For example, the majority
of sample size are female, or urban area accounted for more than 80&. These characteristics may be influenced as recommended participants
have similar range of characteristics, for instance, same age, similar jobs, etc.
Due to the limited number of respondents, this report will only analyse the top five finance companies with the most number of users amongst this
sample size. The top 5 include: ACS Trading, Home Credit, HD Saison, FE Credit, Prudential Finance.
16
Contents
Section 2: Survey at a Glance
2.1 Methodology
2.2 Key findings
17
Section 2: Survey at a glance
Key findings
The segments were developed based on factors including product holding, channel preference, reason
to use, income, and occupation.
18
Contents
Section 3: Survey Detailed Findings
3.1 Sample Characteristics
3.2 Demographics
3.3 Products
3.4 Customer Acquisition Channels
3.5 Sales Channels
3.6 Payment Methods
3.7 Willingness to continue
19
Sample characteristics
Consumer Finance customer survey characteristics
Figure 4: Breakdown of sample size by type of users Figure 5: Breakdown of sample size by geographic
% of respondents
450 Number of respondents
100%
400
350 80%
300 200
250 60% 84% 87%
150 150 95%
200
40%
150
100 200
150 150 20%
50
16% 13%
0 0% 5%
Hanoi Hochiminh Da nang Ha Noi Ho Chi Minh Da Nang
Used Intend to use Rural Urban

Source: StoxPlus CF Customer Survey 2015 Source: StoxPlus CF Customer Survey 2015
Figure 6: Breakdown of sample size by gender

% of respondents
100%
80%
59%
69% 69%
60%
40%
20% 41%
31% 31%
0%
Ha noi Hochiminh Da Nang
Male Female
Source: StoxPlus CF Customer Survey 2015
20
The frequency of majority of consumer finance users were less than one per year 91 percent of
sample size
Figure 7: Frequency of the use of consumer finance products
21
Among finance companies most recently used, Home Credit under PPF Vietnam were almost inclined
to become the most popular brand
Figure 8: Number of Finance Companies users
Source: StoxPlus CF Customer Survey 2015
22
Contents
3.2 Demographics
3.3 Products
3.5 Sales Channels
3.6 Payment Methods
23
Demographics
Young adults (23 to 34 years old) are the most potential demographic groups to target for consumer
finance products
Figure 9: Breakdown of sample size by age Figure 10: Age structure of top 4 companies
Source: 2015 StoxPlus Survey of Consumer Finance Source: 2015 StoxPlus Survey of Consumer Finance
24
Demographics
Freelancer and Officers accounted for more than 60 percent of total respondents
Figure 11: Breakdown of sample size by user occupation Figure 12: Users Occupation of top 4 companies
25
Demographics
According to the survey, we identify 3 customer groups with the highest potential for CF loans that
are being served by other credit providers
26
Demographics
As expected, CF customers tend to be Lower Mass Mass individuals, with monthly income most likely
to range from VND3mn 7mn
Figure 13: Breakdown of sample size by monthly income Figure 14: Monthly income level of top 4 companies
27
Demographics
This result confirms our previous analysis regarding target market of finance companies
Figure 15: Vietnam Income Groups 2011
Wealthy
1.5% = 1.3
A 1.5%
million
1
A 3.9%
Affluent
9.5% = 8.2
million
This pageB is 5.6%
intentionally removed for demo purposes
Mass
Affluent C 11.0%
and Upper
Mass
26% = 22
million D 15.0%
E 29.0% Class Annual income

Mass and
Lower Mass A1 US$42,001 and above
63% = 54
A US$24,001 - 42,000
million
F 34.0% B US$6,001 - 24,000
C US$4,201 - 6,000
D US$3,001 - 4,200
Source: StoxPluss Analysis from GSO and TNS data E US$1,801 - 3,000
F US$1,800 and below
28
Contents
3.2 Demographics
3.3 Products
3.5 Sales Channels
3.6 Payment Methods
29
Products
Majority of CF survey participants use installment loans (91%). Cash loans users only account of 9%
of survey participants
Figure 16: Products Consumer finance users

% of respondents
Source: 2015 StoxPlus Survey of Consumer Finance
30
Products
Top reasons for using installment loans is to meet the demand to consume immediately, as well as to
split payment into smaller and more reasonable expenses
Figure 17: Reasons for using consumer good instalment loans

% of respondents
31
Products
Reasons for using CF cash loans is straight-forward: users need cash quickly and have no other
borrowing options
Figure 18: Reasons for using cash loans
32
Contents
3.2 Demographics
3.3 Products
3.5 Sales Channels
3.6 Payment Methods
33
Acquisition Channels
Point of sales are the most popular customer acquisition channel for CF installment loans
Figure 19: Customer Acquisition Channels of CF Installment Loans
34
Point of sales are the most popular customer acquisition channel for CF installment loans
Figure 20: Customer Acquisition Channels of Finance Companies
35
For cash loans, sales agents and branches are the two most popular customer acquisition channels
Figure 21: Customer Acquisition Channels of Cash Loan
36
Contents
3.2 Demographics
3.3 Products
3.5 Sales Channels
3.6 Payment Methods
37
Sales Channels
Most important sales channels for CF installment loans are sales agents at POS and word of mouth via
friends and relatives
Figure 22: Sale Channels of CF Installment Loans
38
Sale Channels
Finance companies showed the similarity in the sale channels Ads at POS, Sale agents at POS and
Reference from friends and relatives
Figure 23: Sale Channels of Finance Companies
39
Sales Channels
Sales channels for cash loans vary more than CF installment loans
Figure 24: Sale Channels of Cash Loans
40
Contents
3.2 Demographics
3.3 Products
3.5 Sales Channels
3.6 Payment Methods
41
Payment Methods
Despite that CF companies have introduced many payment options, CF customers still use traditional
methods of paying cash at physical locations
Question: Which method did you choose to pay monthly instalment?

Figure 25: Payment Methods of Consumer Good Loans Figure 26: Payment Methods of Cash Loans
42
Payment Methods
Due to different business models, customers of different CF companies vary in their payment options
Figure 27: Payment Methods offered by Finance Companies
Question: Which method did you choose to pay monthly instalment?
43
Contents
3.2 Demographics
3.3 Products
3.5 Sales Channels
3.6 Payment Methods
44
Willingness to continue
CF installment loans customers are more likely to continue or introduce CF services to their friends
and family
Figure 28: Customers willingness to continue to use consumer finance
service by products
Figure 29: Customers willingness to continue to use consumer finance

service by finance companies
45
Willingness to continue
ACS customers are most likely to continue or introduce CF services to their friends and family
46
Contents
Section 4: Customer satisfaction
4.1 Overall satisfaction
4.2 Satisfaction with key product elements
47
Overall satisfaction
Weighted sum method is selected for ranking the customers satisfaction owing to the available of
priorities of criteria
Influenced factors Available Choice Selected Companies

Interest rate Very dissatisfied Home Credit
Procedure Dissatisfied FE Credit
Contracts terms & conditions Neutral HD Saison
Appraisal time Satisfied ACS Trading
Staffs attitude Very satisfied Prudential Finance
Disbursement time
Payment methods
Loan rescheduling
Penalties
Description
By applying this methods, the available choice was ranked by the priorities. The respondents had to give their preferences with respects to the
evaluation criteria incorporated into the available choice. These preferences were expressed in priorities or weights between the criteria.
This survey will be scored over the nine factors and the rank is out of five. Five is the highest score and one is the lowest.
Biases
There are several assumption of compensability between criteria and the loss of information due to the smaller in the sample size. Also, assigning
weights is difficult and based mostly on observation. Somehow, the estimation and the relativity come from respondents are under the concern of
normalization.
48
Overall satisfaction
Overall, HD Saison Finance has the highest overall customer satisfaction, followed by ACS and Home
Credit (PPF)
Figure 31: Overall customers satisfaction of finance companies
Source: 2015 StoxPlus Survey of CF Customers
49
Contents
4.1 Overall satisfaction
4.2 Satisfaction with key product elements
50
Customer experience Interest Rate
Customers are most satisfied with interest rates of HD Saisons CF installment loans and Prudential
Finances cash loans
From 1 to 5, 1 is very dissatisfied and 5 is very satisfied, please rank the satisfaction for the latest finance company you did use
Figure 32: Customers satisfaction of CF installment loans Figure 33: Customers satisfaction of cash loans
% of respondents % of respondents
51
Customer experience Application Procedure
Customers are most satisfied with application procedure of Home Credits CF installment loans and cash
loans
Figure 34: Customers satisfaction toward simple procedures Figure 35: Customers satisfaction toward simple procedures
52
Customer experience Transparency of terms & conditions
Customers are most satisfied with transparency of ACS CF installment loans and Home Credits cash
loans
Figure 36: Customers satisfaction of Customer Good Installment Loan Figure 37: Customers satisfaction of Cash Loan
% of respondents
% of respondents
53
Customer experience Appraisal Time
Customers are most satisfied with appraisal time of FE Credits CF installment loans and Prudential
Finances cash loans
Figure 38: Customers satisfaction towards appraisal time Figure 39: Customers satisfaction towards appraisal time
54
Customer experience Customer Services
Customers are most satisfied with customer services of Home Credits CF installment loans and
Prudential Finances cash loans
Figure 40: Customers satisfaction towards customer services Figure 41: Customers satisfaction towards customer services
55
Customer experience Disbursement Time
Customers are most satisfied with disbursement time of HD Saisons CF installment loans and
Prudential Finances cash loans
Figure 42: Customers satisfaction towards disbursement time Figure 43: Customers satisfaction towards disbursement time
56
Customer experience Payment methods
Customers are most satisfied with payment methods of FE Credits CF installment loans and Home
Credits cash loans
Figure 44: Customers satisfaction towards payment methods Figure 45: Customers satisfaction towards payment methods
57
Customer experience Loan Rescheduling
Customers are most satisfied with ability to reschedule loans of Home Credits CF installment loans
and Prudential Finances cash loans
Figure 46: Customers satisfaction towards loan rescheduling Figure 47: Customers satisfaction towards loan rescheduling
58
Customer experience Penalties
Customers are most satisfied with fines and penalties of ACSs CF installment loans and FE Credits
cash loans
Figure 48: Customers satisfaction towards penalties Figure 49: Customers satisfaction towards penalties
59
Contents
Section 5: Statistical Testing
5.1 Methodology and Summary of findings
5.2 Confidence Interval
5.3 Hypothesis testing
60
Methodology & Summary of Findings
Confidence interval is selected to test statistical significance of the sample size
Selected Methodologies
We use inferential statistics because it allows us to measure behavior in samples to learn more about the behavior in populations that are often
too large or inaccessible. We use samples because we know how they are related to populations.
In behavioral research, we select samples to learn more about populations of interest to us. In terms of the mean, we measure a sample mean to
learn more about the mean in a population. Therefore, we will use the sample mean to describe the population mean. We begin by stating the
value of a population mean, and then we select a sample and measure the mean in that sample. On average, the value of the sample mean will
equal the population mean. The larger the difference or discrepancy between the sample mean and population mean, the less likely it is that we
could have selected that sample mean, if the value of the population mean is correct. This type of experimental situation, using the example of
standardized exam scores
Description
Confidence Interval: The purpose of taking a random sample from a lot or population and computing a statistic, such as the mean from the data,
is to approximate the mean of the population. How well the sample statistic estimates the underlying population value is always an issue. A
confidence interval addresses this issue because it provides a range of values which is likely to contain the population parameter of interest.
Hypothesis Testing: Hypothesis testing refers to the process of choosing between competing hypotheses about a probability distribution, based on
observed data from the distribution. It is a core topic in mathematical statistics, and indeed is a fundamental part of the language of statistics. In
this chapter, we study the basics of hypothesis testing, and explore hypothesis tests in some of the most important parametric models: the
normal model and the Bernoulli model.
Biases
In the normal course of events, population standard deviations are not known, and must be estimated from the data. Confidence intervals, given
the same confidence level, are by necessity wider if the standard deviation is estimated from limited data because of the uncertainty in this
estimate.
Due to the limited number of respondents, this report will only analyse the top for finance companies with the most number of users amongst this
sample size. The top 5 include: ACS Trading, Home Credit, HD Saison, and FE Credit.
61
Methodology & Summary of Findings
FE Credit illustrated the widest range of average income level and aging group
Figure 50: Average monthly income of respondents
Figure 51: Average age of respondents
62
Contents
5.1 Methodology and Summary of findings
5.2 Confidence Interval
5.3 Hypothesis testing
63
Average Monthly Income Total sample size
Monthly income of the total sample size is between VND4.66 million and VND8.22 million
Figure 52: Normally distribution of total sample size
64
Average Monthly Income ACS Trading
Monthly income of the ACS is between VND3.5 million and VND10 million
Figure 53: Normally distribution of ACS Trading
65
Average Monthly Income FE Credit
Monthly income of the ACS is between VND2.49 million and VND13.09 million
Figure 54: Normally distribution of FE Credit
66
Average Monthly Income HD Saison
Figure 55: Normally distribution of HD Saison
67
Average Monthly Income Home Credit
Figure 56: Normally distribution of Home Credit
68
Average Age Total sample size
Aging range of the total sample size is between 32.61 years old and 35.77 years old
Figure 58: Normally distribution of Total Sample Size
69
Average Age ACS Trading
Aging range of ACS Trading is between 30.22 years old and 35.98 years old
Figure 59: Normally distribution of ACS Trading
70
Average Age FE Credit
Aging range of ACS Trading is between 29.86 years old and 39.24 years old
Figure 60: Normally distribution of FE Credit
71
Average Age HD Saison
Figure 61: Normally distribution of HD Saison
72
Average Age Home Credit
Figure 62: Normally distribution of Home Credit
73
Contents
Section 6: Demand of Future CF Users
6.1 Overall
6.2 Importance on key product elements
74
Methodology
Consumer Finance customer survey overview
Sample Size Respondents Methodology

500 consumer finance users within 2 Male & Female Snowball Sampling
years (consumer good instalment and
Age: 18-60 Interview face to face
cash loan)
Have used consumer finance services Questions with showcards
500 intended users in the near future
from finance companies (selected
Location: Hanoi, Ho Chi Minh City, Da list)
Nang
Description
500 respondents who already used CF services within the last 2 years were chosen to answer the 17 questions about consumer finance
service providing by finance companies (selected list including: HD Saison, Home Credit, FE Credit, ACS Trading, Prudential Finance,
JACCS, Toyota Finance, MobiVi, and Others).
500 other respondents who intended to use consumer finance service in the future were surveyed to answer questions on their future
demand.
Due to difficulty in sampling consumer finance users, we selected snowball sampling methodology as respondents have been previously
identified and difficult to locate or contact. As such, using this approach, few potential respondents were contacted, then asked
whether they know of anybody whose used consumer finance service before or have intention to use in the future.
Biases
Foremost, snowball sampling does not produce a random sample because of the potential biases present during the process. In the
beginning, the bias may be introduced as the recommendations were based on convenience and the circle of relationships is limited. For
example, the majority of sample size are female, or urban area accounted for more than 80&. These characteristics may be influenced as
recommended participants have similar range of characteristics, for instance, same age, similar jobs, etc.
Due to the limited number of respondents, this report will only analyse the top five finance companies with the most number of users
amongst this sample size. The top 5 include: ACS Trading, Home Credit, HD Saison, FE Credit, Prudential Finance.
75
Samples Characteristics
Similar with used consumers, surveys result has showed the same segments
Figure 63: Breakdown of sample size by aging structure Figure 64: Breakdown of sample size by occupation
76
Contents
5.1 Overall
5.2 Importance on key product elements
77
Importance on key product elements
Customers product requirements, attitudes and preferences are not unique, interest rate is still the
most concern for intended customers
Figure 65: From 1 to 5, can you please rank the important level of the following elements when you decided to use consumer
finance service?
#1
#2
#3
#4
#5
#6
#7
#8
#9
78
Importance on key product elements
Despite Vietnamese intended users still consider interest rate issue as the most important factor that
would affect the decision of using consumer finance service, unlike used customers, appraisal time and
time of disbursement is more important than procedure or contracts terms
79
Contents
Appendices
80
Appendix 1: Surveys Question
Question 1: Have you ever used cash loan/consumer goods instalment loan providing by any finance companies
within 2 years?
1. Yes
2. No
Question 2: How usually do you use the consumer finance provided by finance companies?
1. More than a month

2. Once per month
3. Once per 2-3 months
6. Less than once per year
Question 3: Recently, which finance company did you use?
1. ACS Trading
2. FE Credit
3. HD Saison Credit
4. Home Credit (PPF)
5. JACCS
6. Mirae Assets Finance
7. Prudential Finance
8. Toyota Finance
9. MobiVi
10. Others (Specific)
Question 4: Which consumer finance product did you use?
1. Consumer goods instalment loan -> Question 5

2. Cash loan -> Question 10
81
Appendix 1: Surveys Question Consumer Good Instalment
Question 5: which purpose for the use of consumer finance products?
1. Consumer durable goods (Television, air conditional, etc.)

2. Electronic technology/Digital devices
3. Computer/Laptop
4. Motorbike/E-bike
5. Automobiles
6. Furniture
Question 6a: Which channels did you apply to consumer finance products?
1. Shopping Mall/Supermarket (Aeon, Big C, Coopmart, etc.)

2. Point of sale (Mobile world, FPT shop, etc.)
3. Online retail websites
Question 6b: How did you know about consumer finance products?
1. Ads at POS
2. Sale agents at POS
3. Ads on internet
4. Newspaper/Flyers/Posters
5. Friends/Relatives
Question 7a: Which payment methods did you choose to pay monthly instalment?
1. Cash at branches in banking system

2. Cash at purchase location (Mobile World, Media Mart, etc.)
3. Cash at post office
4. Cash at convenience stores (Circle K, Foodcoo-mart, etc.)
5. Account transfer at bank
6. Online payment (Payoo, MobiVi, etc.)
82
Appendix 1: Surveys Question Consumer Good Instalment
Question 7b: Why did you choose consumer finance services provided by finance companies?
1. Meet the purchase demand immediately

2. Split into small and reasonable expenses
3. Attract by discount and promotion program
4. Resell product to earn cash
Question 8: From 1 to 5, 1 is very dissatisfied and 5 is very satisfied, please rank the satisfaction for the latest
finance company you did use
1. Reasonable interest rate

2. Simple procedure
3. Clear contracts terms & conditions
4. Appraisal time
5. Staffs attitude
6. Disbursement time
7. Payment methods
8. Reasonable loan rescheduling
9. Penalties
Question 9: Do you likely introduce the finance company to your friends and relatives?
1. Very likely
2. Likely
3. Neutral
4. Unlikely
5. Very unlikely
83
Appendix 1: Surveys Question Cash Loan
Question 10: Which acquisition channel did you use to apply the cash loan?
1. Shopping Mall/Supermarket
2. Point of sale
3. Sale agents at POS
4. Branches of finance company
5. Post office
6. Online website
Question 11a: Before cash loan, have you ever used other instalment loan products (motorbike, cars, electronic
device, etc.)?
1. Yes
2. No
Question 11b: How did you know about the consumer finance products cash loan?
1. Used it before
2. Via sale agents
3. Via ads/website/facebook/social media/etc.
4. Via media/brochures/poster
5. Via friends/relatives
Question 12: Which payment methods did you choose to pay monthly instalment?
1. Cash at branches in banking system

2. Cash at purchase location (Mobile World, Media Mart, etc.)
3. Cash at post office
4. Cash via sale agents
5. Cash at convenience stores (Circle K, Foodcoo-mart, etc.)
6. Account transfer at bank
7. Online payment (Payoo, MobiVi, etc.)
84
Appendix 1: Surveys Question Cash Loan
Question 12b: Why did you choose consumer finance product?
1. Urgent for cash

2. No other option
3. Discount and promotion programs
Question 13: From 1 to 5, 1 is very dissatisfied and 5 is very satisfied, please rank the satisfaction for the latest
finance company you did use

2. Simple procedure
4. Appraisal time
5. Staffs attitude
7. Payment methods
9. Penalties
Question 14: How likely do you introduce finance company to friends and relatives?
1. Very likely
2. Likely
3. Neutral
4. Unlikely
5. Very unlikely
85
Question 15: Would you like to continue using consumer finance products provided by finance companies in the
future?
1. Very likely
2. Likely
3. Neutral
4. Unlikely
5. Very unlikely
Question 16: From 1 to 5, 1 is Not at all important and 5 is very important, please rank the importance of
following elements when you consider to use consumer finance products?

2. Simple procedure
4. Appraisal time
5. Staffs attitude
7. Payment methods
9. Penalties
Question 17a: Gender
1. Male
2. Female
86
Question 17b: Age
1. Under 18
2. Between 18 and 22
6. Over 60
Question 18: Occupation
1. Student
2. Worker
3. Officer
4. Housewife
5. Freelancer
6. Farmer
7. Others
Question 19: Average monthly income
1. Under VND3 million

2. From VND3 million VND5 million
3. From VND5 million VND7million
7. Over VND70 million
Question 20: Address
1. Street/District
2. Province
3. City
87
Appendix 2: Research Methodology
StoxPlus surveyed 1000 consumer finance customers.
To qualify, respondents had to used at least one consumer finance

product or intend to use and had knowledge about consumer
finance product.
The survey was translated into Vietnamese and conducted through
direct interviewed in Hanoi, Ho Chi Minh City and Da Nang.
The survey instrument was pre-test in Hanoi to ensure the survey
question were understood and captured relevant aspects of
consumer finance users behaviors and experiences.
All questions referenced in local currency and were standardized
into US dollars.
The target quotas were established based on the number of users
in each city.
The data was collected from 20 June 2015 to 30 June 2015.
88
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89
If you need further assistance, contact us at:
Lan Nguyen
Research Manager Head Office
+84 (0) 35626962 (ext. 109) 5th Floor, Indovina Bank Building
+84 (0) 96 494 6760 36 Hoang Cau Street
lan.nguyen@stoxplus.com Hanoi, Vietnam
+ 84 (4) 3562 6962
Ho Chi Minh Branch

Hang Pham
20th Floor, AB Tower,
Associate
76 Le Lai Street, District 1
+84 (0) 35626962 (ext. 109)
+84 (0) 90 400 2705 Ho Chi Minh City, Vietnam
hang.pham@stoxplus.com + 84 (8) 3823 3485

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Vietnam Consumer Finance Customer Survey 2015

Customer Experience and Satisfaction

@ 2015 StoxPlus Corporation.

Re: First publication of Vietnam Consumer Customer Survey Report,

500 other respondents who intended to use consumer finance service in

Executive Summary 5-6 4 Customer Satisfaction 46-58

10-14 5 Statistical Testing 59-72

5.1 Methodology & Key findings 59-61

3.2 Demographics 23-28

3.4 Customer Acquisition Channels 33-36

3.5 Sales Channels 37-40

3.6 Payment Methods 41-43

3.7 Willingness to continue 44-45

No. Word Stand for

StoxPlus has been issuing the annually updated Vietnam

500 respondents in Hanoi, Ho Chi Minh, and Da Nang,

500 other respondents who intended to use consumer

35 34.19 34.54 34.64

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Section 1: Vietnam Consumer Finance Market Overview

1.1 Market Size & Growth

1.2 Competition Dynamics

Figure 1: Consumer Loan Balance (USDbn) and %GDP, %Total Loans

Source: StoxPlus from SBV and StoxPlus

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Section 1: Vietnam Consumer Finance Market Overview

1.1 Market Size & Growth

1.2 Competition Dynamics

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Figure 3: Breakdown of Vietnam Consumer Loans by players, 2013-2014

120% 2014 2013

Source: StoxPlus from NFSC and SBV

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Section 2: Survey at a Glance

2.2 Key findings

Consumer Finance customer survey overview

Sample Size Respondents Methodology

Section 2: Survey at a Glance

2.2 Key findings

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Section 3: Survey Detailed Findings

3.1 Sample Characteristics

3.4 Customer Acquisition Channels

3.5 Sales Channels

3.6 Payment Methods

3.7 Willingness to continue

Used Intend to use Rural Urban

Figure 6: Breakdown of sample size by gender

Figure 7: Frequency of the use of consumer finance products

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Source: StoxPlus CF Customer Survey 2015

Section 3: Survey Detailed Findings

3.1 Sample Characteristics

3.4 Customer Acquisition Channels

3.5 Sales Channels

3.6 Payment Methods

3.7 Willingness to continue

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