Survey about shampoo usage and brand

image in Vietnam

Q&Me is online market research provided by Asia Plus Inc.

Research Background
This survey clarifies the lifestyle related with washing hair among
Vietnam female, as well as their brand perception

 Gender: Female
 Age: 18-39
 Location: HCM / Hanoi
 Number of respondents: 420
Respondents’ hairstyle

6% 7%
7%

12% 36% 32%

 Frequency of hair wash

71% washes their hairs less

than once per day

66%
58%
HCM
52%

Hanoi

All

24%
20%
16%
9%9%9% 9%
7%
5%4%4% 4%
1%1%1%

Twice per Once per Once per 2 Once per 4 Once per Less often
day day - 3 days - 5 days week

Q. How often do you wash your hair? (SA)

 Bathroom facilities
Still the comfortable bathroom environment is not provided
fully yet
Availability of hot water Bathroom facilities

21%
36% 88%
50% 82%
77%
71%

58%

47%
79%
64%
50% 20%21%21%

10%
7% 9%

Bath tub Shower Sink Others

HCM Hanoi All
HCM Hanoi All
Yes No

Q. What kind of bathroom environment do you have? (MA)

Q. Does your bathroom have hot water? (SA)
 Usage of hair care
Usage of the independent rinse or conditioner is less than
half, although the usage in Hanoi is higher
88%
81%
75%

HCM

53%
Hanoi
44%
All
35%

21%20%20%

9% 7% 7% 6%
6% 4%
1% 3% 2% 0%
3% 1%

Shampoo Rinse-in Rinse or Hair pack Hair pack Soap Others

Shampoo Conditioner treatment treatment (not
(washable) for wash)

Q. Please choose the types of products that you use usually.(Please choose all applicable) (MA)
 Purchase locations

Supermarket Local Store / Street market Local Market

73% 36% 19%

Convenience Store Cosmetic shops Brand shops

19% 16% 13%

Drug store Friends Online / Facebook

6% 5% 4%

Q. Where do you buy hair care products? (shampoo, rinse, treatment etc)(MA)
 Purchase factors

Consumers buy products

considering about effects most

67%

56% 55%
53% 50%

28% 27%

15% 12% 11% 11% 10%

11%
9%
6%
4%
0% 0% 2% 1%

Important Most important

Q. What is important (most important) when you choose shampoo (select all applicable) (MA)
Effect = Prevent itching, hair loss, dandruff etc)
 Influence factor
TVC and word-of-mouth (friends, family) are the dominant
factors
45%
43%

36%

29%

21% 22%
17% 16% 16% 15% 14% 13% 12%
9% 8%
8%
4% 5%
3% 3% 2% 2%
1% 2%

Influenced items Most influenced items

Q. Please share us all (the most) affected items to choose the brand in use (MA, SA)
Brand recognition and usage
 Brand Stickness
74% are flexible to change the brand

Always
flexible,
8%

Always same
brand, 27%

Same brand but

sometime
flexible, 66%

Q. Do you stick with same brand or flexible? (SA)

 Brand in Use (by free comment)
Dove are used by most, followed by CLEAR and PANTENE

26%

17%
16%

12%

7%
5%
3% 3%
2% 2%
1% 1%

Influenced items

Q. Please list up shampoo that you are in use currently (FA), N=543
Those who were misspelled are included as long as we could identify the brand
 Top of the mind (BD) (by free comment)
Clear & Dove are most associated shampoo brand.

SUNSIL PANTEN Head & THÁI ENCHA TRESem Double

CLEAR DOVE Rejoice L'Oreal X-Men Lifebuoy
K E Shoulder DƯƠNG NTEUR me Rich
All 22% 21% 16% 13% 5% 5% 2% 2% 2% 1% 1% 1% 1%
Hanoi 22% 22% 18% 14% 3% 4% 3% 2% 1% 1% 1% 1% 0%
HCM 22% 19% 15% 13% 7% 6% 1% 1% 2% 1% 1% 1% 1%
18-24 19% 22% 18% 12% 3% 4% 4% 1% 3% 0% 1% 1% 1%
25-29 23% 20% 15% 15% 5% 5% 2% 2% 2% 0% 0% 2% 2%
30-39 24% 20% 13% 13% 6% 5% 1% 2% 1% 0% 1% 1% 0%

All Hanoi HCM 18-24 25-29 30-39

Q. Please list up shampoo that you are in use currently (FA), N=543
Those who were misspelled are included as long as we could identify the brand
 Brand for youth and elderly (by free comment)
Dove is most associated with youth image, while Thai duong
is for elderly

25%

20%
19% 19%

16%

13% 13%
11%
10%
7%
6% 6%
4% 4%
3% 3%
2%
1% 1% 1%1% 1% 1%
0% 0%

Brand for elderly Brand for youth

Q. When you hear, “shampoo brand for elderly (youth), which products come up on your mind? (youth =N=888, eldery N=820)
Those who were misspelled are included as long as we could identify the brand
Brand voice of customer comparison (by free comment)

Head
THÁI encha
SUNS CLEA PANT & Rejoic My TRES Doubl Lifebu L'ORE Roma
21 X-Men DƯƠ bồ kết nteure
ILK R ENE Shoul e Hao emme e Rich oy AL no
NG ur
der
Brand for elderly 19% 20% 13% 11% 4% 7% 3% 1% 10% 2% 4%
Brand for youth 25% 19% 16% 13% 6% 6% 1% 1% 3% 0% 1% 0% 1% 1%
Brand in use 26% 17% 17% 16% 7% 5% 3% 3% 2% 2% 1% 1%
Top of the mind 21% 16% 22% 14% 5% 5% 2% 2% 1% 1% 2% 1% 1% 2%
Brand for elderly Brand for youth Brand in use Top of the mind
 Brand Image (by choice from given 5 brands)
Dove for the high-quality and premium image. Sunsilk
affordable and easy-to-find.

Good for my Advertised a Endorsed by

Brand for me A good quality Easy to find Premium Affordable
hair lot celebrity
Pantene 22% 24% 18% 24% 18% 20% 14% 24%
Head&Shoul 15% 15% 15% 18% 14% 16% 12% 19%
Sunsilk 18% 18% 28% 14% 30% 7% 37% 20%
Dove 26% 27% 27% 32% 22% 32% 15% 22%
Rejoice 5% 5% 6% 6% 12% 5% 17% 3%

Pantene Head&Shoul Sunsilk Dove Rejoice

Q. Please choose the brand that is applicable to each image (SA)

N=375, those who chooses shampoo themselves
Respondent profile
Occupation Residence
University
student, Others, 3%
18%
Full‐time
homemake
r, 3%
Hanoi,
Freelancer, Full-time 47%
HCM,
4% employme 53%
nt, 58%
Self-owned
business,
7%
Part-time
employme
nt, 8%
Married Status Age
Others, 1% 18-19,
7%
35-39,
9%
20-24,
Single, 49% 24%
30-34,
Married,
35%
50%
25-29,
25%
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targeting 10’s – 30’s in urban areas
Active users by age Urban user ratio (top 6 provinces)

31%

49%
22% 22%

18% 78%
17%

14%

8% 8% 8% 8%
8% 7% 51%
7% 7% 7%

3% 3% 22%
1% 1%
0%
Stats Q&Me
<9 10-14 15-19 20-24 25-29 30-34 35-3940-44 45-49 50-
Top 6 provinces Others
Stats Q&Me
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