hành vi và lối sống tiêu dùng của 3 miền tphcm- hn -dn

7/23/2019 Hnh Vi V Li Sng Tiu Dng Ca 3 Min TPHCM- HN -DN

1/22


2/22

Market research top-line Nov . 2013

CH:

HCM H NI NNG

HNH VI V LI SNG CA NGI TIU DNG


3/22

Giithiuv

Viettrack l bntin nghin cuhng thng caFTA Research & Consultant, vimctiu chuyn

tinhngquan im, nhgi v cmnhnchn thtcaitngnghin cuvcc ch

khc nhau nhtnh hnh kinh t, xu hngmi, snphmv dchv...

Chng ti hy vng rngViettrack sgip cc nh snxut v tip th thuhiuckhch

hng, ttm ra cch thch hpnhtpngcc nhu cungy cng tngcangitiu

dng.

Nghin cu Viettrack p ng tiu chun ISO 20252:2006, tiu chun cht lng quc t

ngnh nghin cuthtrngv theo tiu chunESOMAR.

Viettrack thng 10/2013 cthchin:

Smu: N=300; trong : HCM = H Ni= Nng=100

Giitnh: Nam/ N

Tnglpkinh t: ABCD

Tui: 18 - 45


4/22

NIDUNG

Hotnggiitr

Vicsdngcc phngtintruynthng kthuts

Quan imvsnphmthitrang hng hiu

Cc knh thng tin qungco snphmmi

Snhhngcaqungco trn tivi

Cc dchvsdngbn ngoi thay v lm tinh

Vicquan tm nsckhe


5/22

Ngitiu dng thch v thngdnh thigian giitr tinh cho cc hotngnhxem tivi, ln mng, mtictinh.

Xem phim (93%), cc chngtrnh giitr (72%) l cc hotngNTD thnglm v thch lm nht

Ngoi ra, hcngthngonline cho cc hotngnhctintc(75%), vo mngx hi(71%), forum (44%) hocchatonline (41%).

Mtictinh cngl mttrong nhnghotnggiitr cathch (54%)

Ngitiu dng cngic ph vibnbhocsiu thgiitr

Khng c skhc bitlngiacc thnh ph, mcd vy, ngiNngthch nghe nhctinh hnsovinhngkhu vckhc


6/22

HotnggiitrTOTAL

93

71

80

75

79

72

64

59

41

44

61

44

51

38

30

29

25

14

75

59

58

56

54

50

39

37

29

28

27

23

22

13

8

4

3

1

Xem phim ti nh (truyn hnh hoc bng/ a, xem qua mng)

Ln mng x hi nh facebook, twitter

i n/ ung cafe

ctin tc/ thng tin trn mnginternet

T hp n ung nhXem cc chng trnh gii tr trn truyn hnh (ngoi phim)

isiu th

Nghe nhc bng cc phng tin nh my tnh, dn m thanh ti nh

Ni chuyn (chat) vi bn b qua cc phn mm chat nh yahoo, zalo,Kakaotalk)

Ln cc din n (forum) trn internet (nh lamchame,webtretho,)

iht karaoke

ishopping ticc trung tm mua sm, cahng

Xem phim tirpchiuphim

csch

i spa/ massage th gin

inghe ca nhctiphng tr/ bar ht nhcsng

ibar

ixem kch

Datrn ttcnhngngichi, smuN = 300

43

67

40

30

19

23

35

13

24

15

9

7

5

1

1

1

i chi cc mn th thao thng thng

(nh cu lng, bng bn, bi li, bng)

i du lch trong nc

i picnic (trong ngy) ti cc khu vuichi

i picnic (trong ngy) ti a imngoi tri

itpcc mn ththao tiphng tp(nhy, khiu v, yoga, gym)

i nghe ca nhc ti sn khu ln

i du lch nc ngoi

i chi cc mn th thao cao cp (nhtennis, golf)

Thch lm Thn lm


7/22

Hotnggiitr

92

72

87

76

82

70

71

57

42

34

55

42

58

39

30

25

25

15

76

68

65

55

58

53

47

29

31

25

23

24

27

12

12

6

6

2

Xem phim ti nh (truyn hnh hoc bng/ a, xem qua mng)

Ln mng x hi nh facebook, twitter

i n/ ung cafe bn ngoi

ctin tc/ thng tin trn mnginternet

T hp n ung nhXem cc chng trnh gii tr trn truyn hnh (ngoi phim)

isiu th

Nghe nhc bng cc phng tin nh my tnh, dn m thanh ti nh

Ni chuyn (chat) vi bn b qua cc phn mm chat nh yahoo, zalo,Kakaotalk)

Ln cc din n (forum) trn internet (nh lamchame,webtretho,)

iht karaoke

ishopping ticc trung tm mua sm, cahng

Xem phim tirpchiuphim

csch

i spa/ massage th gin

inghe ca nhctiphng tr/ bar ht nhcsng

ibar

ixem kch

Datrn ttcnhngngichi, smuN = 100 Thch lm Thn lm

90

67

70

67

80

73

64

51

45

48

66

40

43

34

28

26

32

6

71

47

42

49

49

53

34

30

25

27

22

14

12

14

6

3

4

0

97

74

84

82

74

72

56

68

36

51

62

50

53

40

31

36

19

22

79

63

67

63

56

44

36

51

32

33

35

31

28

12

7

4

0

0

NngNngHCMHCM H NiH Ni


8/22

Hotnggiitr

Datrn ttcnhngngichi, smuN = 100

i chi cc mn th thao thng thng (nh culng, bng bn, bi li , bng)

i du lch trong nc

i picnic (trong ngy) ti cc khu vui chi

i picnic (trong ngy) ti a im ngoi tri

itpcc mn ththao tiphng tp(nhy,khiu v, yoga, gym)

i nghe ca nhc ti sn khu ln

i du lch nc ngoi

i chi cc mn th thao cao cp (nh tennis,golf)

42

65

37

22

17

14

22

10

24

19

12

3

7

1

0

0

Thch lm Thn lm

41

63

39

25

16

20

33

13

22

11

5

1

4

1

2

0

46

72

44

44

23

35

51

17

27

16

11

16

3

2

0

2

NngNngHCMHCM H NiH Ni


9/22

Hgiitr cng ai...

TOTALH Ch Minh

H Ni Nng

22

3

1116

9 9

38 39

28 46

49 4363 42

Mt mnh Ngi yu Bn b/ng nghip Gia nh

Smu Total = 300 HCM = 100 H Ni= 100 Nng= 100Datrn ttcnhngngichi

Huht c3 khu vcitnggiitr cng l bn

b/ngnghipv gia nh, tlgia2 itngkhngang nhau HCM v Nng.

Trong khi , H Ni, ngitiu dng thngdnhthigian giitr cng gia nh


10/22

Vicsdngcc phngtintruynthng kthuts

Datrn ttcnhngngichi

Smartphone

Laptop

Desktop

69% nghe nhc 64% c tin tconline

63% truy cpmng x hi

57% chi game

75% xem phim

74% tm kimthng tin trn

internet

66% c tintc online

59% truy cp

forum, din n

71% tm kimthng tin trninternet

63% c tintc online

61% truy cpforum, din n


11/22

Vicsdngcc phngtintruynthng kthuts:

SmartphoneNgoi chcnngnhl inthoithng thng(nghe, gi), NTD thngdng smartphone nghenhc, ctin tconline, truy cpmngx hiv chigame.

NTD tiH Nicngthngdng smartphone tm kimthng tin trn cc trang chuyn tm kimnhgoogle, bing...

Datrn ttcnhngngichi

Total HCM H Ni Nng

S mu, N = 154 43 62 49

Nghe nhc 69 67 66 74

Ln mng c tin tc, bo ch, c sch 64 56 81 51

Truy cp mng x hi (Facebook, Twitter) 63 63 57 71

Chi game 57 51 47 74

Tm kimthng tin trn google, bing 43 19 55 49

Chat trc tuyn 34 28 45 27

Xem phim, xem clip 29 12 47 20

Truy cp cc forum/ din n 21 7 32 20

c sch, file offline 19 9 23 22

Mua sm online (trc tuyn) 13 5 23 8


12/22


Laptop

Xem phim, tm kimthng tin, ctin tconline v truy cpforum l cc hotngNTD thngsdnglaptop thchin.

Bn cnh, NTD HCM cngthngdng laptop chat trctuyntrong khi kh nhiuNTD HNdng phngtinny truy cpmngx hiv nghe nhc.

Datrn ttcnhngngichi

Total HCM H Ni Nng

S mu, N = 149 52 43 54


Tm kimthng tin trn google, bing 74 71 70 80





Nghe nhc 50 48 65 41


Chi game 41 39 47 39

csch, file offline 40 50 26 43


13/22


Desktop

Tngtlaptop, desktop thngcdng tm kimthng tin, ctin tconline v tru cpccforum, dinn.

TiH Ni, desktop cn thngcdng xem phim v nghe nhc. Cn tiNng, ngoi xemphim v nghe nhc, desktop cn c dng chi game v truy cp mng x hi.

Datrn ttcnhngngichi

Total HCM H Ni Nng

S mu, N = 124 58 36 30

Tm kimthng tin dng trn google, bing 71 71 69 73




Nghe nhc 56 41 72 63

Chi game 55 45 50 80


c sch, file offline 48 50 42 50




14/22

Viclachnnhn hiucacc snphmthitrang

TOTALH Ch Minh

H Ni Nng

33

23

26 2325 29

2727 31

23

4547 42

45

Ti khng quan tm n hng hiu, chcn mc p v hp vi mnh l ti smua

Ti thch hng hiu, tuy nhin ti cha iu kin mua cc sn phm ny

Ty sn phm thi trang m ti quytnh mua hng hiu hay khng

Tt c cc sn phm thi trang ti muau l hng hiu (cao cp, mc tinthng bn ti cc trung tm thng mi)

Datrn ttcnhngngichi Smu Total = 300 HCM = 100 H Ni= 100 Nng= 100

c3 vng, sngitiu dng thngkhng quan tm

nnhn hiucacc snphmthitrang, iuquan trngivihl trang phcpv hpvih.

Bn cnh, c kh nhiungitiu dng cngquan tmnnhn hiunhnghocl hchaiukin, hoclhchmua mtssnphmnhtnh.


15/22

Mua smhng ha qua mng(mua online)

TOTALTOTAL NngNngHCMHCM H NiH Ni

Smu, N = 300 100 100 100

92

85

74

68

60

54

46

62

69

27

10

7

5

5

4

4

3

3

61

Bit Tng mua

Quno

Giy dp

Phkin( ti xch, v, ngh)

Mphmtrang im

gia dng(xoong, ni, chn bt,nhagia dng,)

Vinthng, tin hc(inthoiding, my nh, mp3)

Thcphm, ncung

int, inlnh(TV, ua,my lnh)

Nchoa

Khng mua hng qua mng

95

90

83

77

74

72

59

75

75

33

12

11

3

7

2

9

5

52

89

85

69

61

53

43

41

57

69

19

10

5

4

5

6

2

3

4

66

92

81

69

66

52

48

38

53

63

30

7

6

7

2

3

1

4

65

Datrn ttcnhngngichi

Huhtngitiu dng bitnvicmua hng qua mng(mua online) nhngtlnhngngitngmuakh thp.

Xu hngmua smonline HCM v Nngphbinhnkhu vcH Ni.

Vloisnphm, quno, giy dp v phkinl nhngsnphmcmua online nhiunht


16/22

Ro cncavicmua hng onlinel slo ngivchtlngsnphmdokhng r ngungcv ngitiu dngvnmong munc lachntntaycc snphm

ngcv ro cnivivicmua hng online

57 % v mum adng, nhiukiudng p, mil, hpthitrang

40 % v gi rhnmua ngoi

27 % v giao hng tnni, minph

31 % v titkimthigian

Datrn 81 ngicac3 khu vcHCM, HN, N cmua hng qua mng(mua online)

69 % khng tin tngvo ngungcxutx, chtlng, smua phihng gi,

hng nhi v blao

28 % munttay chnsnphmtheo mun

10 % nghe bnb, ngithn, bo chni hng bn trn mngkhng ngnh

giithiu

Datrn 183 ngicac3 khu vcHCM, HN, Nkhng mua hng qua mng(mua online)

ngccavicmua hng online chyul nhtnh tinliv snphma dng. Ngoi ra, gi r cng l mtyu t thc y ngi tiu dng muahng online.


17/22

Ngitiu dng mong munsnphmmiscgiithiuqua nhngknh thng tin no?

Datrn ttccc nhngngichi


Smu, N = 300 100 100 100

95

63

61

59

55

51

45

Qungco trn Tivi

Vtdngtrngby tiimbn

Qungco trn bo/ tpch

Qungco trn cc trang thng

tin/tin tctrn InternetGiithiucanhn vin tipthtiimbn

Hotngtisiu th, chnhgiithiu, pht snphmth,

tr chi

Cc bi vittrn bo/ tpch

97

76

59

56

68

66

44

94

55

46

50

37

43

35

93

58

77

71

59

44

57

Nhn chung, qungco trn tivi l knh cngitiu dng mong munsnphmmicgiithiu,tiptheo l vtdngtrngby tiimbn.

Bn cnh, Nnghnh thcqungco trn bo/tpch , cc trang thng tin trn internet cngcachunghn HCM, H Ni.


18/22

Datrn ttccc nhngngichi


87

42

33

25

27

42

26

39

16

13

8

6

61

10

5

5

4

4

3

2

2

1

1

nh hng nh hng nht

Qungco trn Tivi

Qungco trn cc trang thng tin/tin

tctrn InternetGii thiu ca nhn vin tip th ti

im bn

on clip gii thiu sn phm trn tivi

Hot ng ti siu th, ch nh giithiu, pht sn phm th, tr chi

Qungco trn bo/ tpch

Cc bi vit trn bo/ tp ch

Vt dng trng by ti im bn

Ti tr cho cc s kin nh ngy hi,qu t thin

Qungco trn LCD ticc ta nh/siu th

Trang ring canhn hiutrn mngx hi(page)

Qung co ti rp chiu phim

V ngunthng tin no c nhhngnngitiu dng .

97

51

59

36

58

56

39

68

34

27

14

17

67

7

3

4

6

3

2

1

4

2

0

1

84

30

17

19

6

16

12

25

3

4

6

0

65

12

7

3

1

2

2

5

0

0

2

79

44

24

20

16

54

28

25

12

8

3

1

52

12

6

7

5

6

6

1

3

1

Smu, N = 300 100 100 100

Qungco trn tivi cngl hnh thcqungco c nhhngnhtnngitiu dng.


19/22

Khi qungco trn tivi l ngunthng tin nhhngnhtnngitiudng th h

2722

3523

73 7865

77

Qung co trn tivi lngun thng tin nh hngnht, tuy nhin, ti thngb tc ng bi cc ngunthng tin khc khi mua snphm

Ti a ra quyt nh muasn phm ch da voqung co ca nhn hiutrn tivi


Smu, N = 184 67 65 52

Datrn nhngngictrliqungco trn tivi l ngunthng tin nhhngnht

Qungco tivi l ngunthng tin nhhngnht, tuy nhin hcngthngbtc ngbinhngngunthng tin khc khi mua snphm.

Khu vcH Ni, vicchdavo qungco trn tivi trong quytnhmua cao hn2 khu vccn li.


20/22

Vicsdngcc dchvthay v tlm

Datrn ttcnhngngichi


Smu, N = 300 100 100 100

58

31

29

25

10

3

Dch v chm sc tc nh giu, hp du

Dchvlm mng (tay, chn)

Dchvgiti/ l quno

Dch v chm sc da mt nhp mt n, mt xa mt

Dch v trang im

Dchvvsinh nh catheo gi

95

41

28

37

20

1

41

22

53

19

3

7

37

29

5

20

8

1

Cc dchvbn ngoi phbintiHCM hinny lchmsc tc, lm mng v chmsc da mt. Bn cnh, dchvgitiv trang imcngkh timnng.

Mtkhc, H Ni, gitil dchvbn ngoi csdngnhiunhthinnay, ngoi ra, chmsc tc, lmmng v chmsc da mtcngckh nhiuNTD sdng.

Vicsdngdchvbn ngoi t ph binhn Nngv cngchyul chmsc tc, mtv lm mng


21/22

Thi quen chmsc sckhe

85 9 11

2517

19

38

4254 37

36

25 2435

15Ti rt quan tm n sc khe camnh, thng tp luyn th dc vc ch n ung, sinh hot iu m bo sc khe

Ti kh quan tm n sc khe camnh v thng c ch tpluyn th dc m bo sc khe

Ti kh quan tm n sc khe ca

mnh nhng cha c thi gian vcng vic cng cha cho php nnti cha th thc hin cc ch tp luyn v n ung

Ti cn tr, sc khe cn tt nncha quan tm n vic tp luynv n ung gi gn sc khe


Datrn nhngngictrliqungco trn tivi l ngunthng tin nhhngnht

Smu, N = 300 100 100 100

Hinnay NTD quan tm kh nhiunsckhev hthngtpluynthdcmboc sckhett, cbitl khu vcHCM v H Ni

Mcd quan tm nsckhe, nhngkh nhiungitiu dng tiNngcho rnghchac thigian tpluynthdc.


22/22

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