nghiên cứu hành vi của phụ nữ có thai 02/2012
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The first agency in Vietnam certified 20252 by British Standards Institute
Marketing Research Association, USA
Market research top-line Feb. 2012
HCM HA NOI DA NANG
Pregnant woman: Activities, behavior & shopping habit during her pregnancy
THEME:
About:
Viettrack is a monthly consumer research report of FTA Research & Consultant, aims to deliver opinions, evaluations and perceptions of consumers about various topics including economic situation, new trends, products & services etc.
We do hope that Viettrack could help producers and marketers feel the breath of consumers, from which find out the most appropriate way to satisfy the consumers’ needs which is increasingly sophisticated.
Viettrack is done according to ISO 20252:2006, the international quality
standard in market research and ESOMAR code of conduct.
Viettrack - February 2012:
Sampling size : N=300;
HCM = HN = DN = 100
Sex: Female
Pregnant woman
Economic class: ABCD
Age: 25 - 35
Shopping
Eat and drink/nutrition
Entertainment and seeking information
CONTENTS
Shopping
Eat and drink/nutrition
Entertainment and seeking information
CONTENTS
Shopping - Pregnant dress
Total HCM Hanoi Danang
3 8
7 5
15
90 87
99
84
By myself
Re-use old dress of others
Ask someone to buy orpresented
Most pregnant women often buy pregnant dress for themselves, they rarely re-use old dresses of others or those which are presented, especially in Hanoi.
N=300 N=100 N=100 N=100
%
Shopping place…
Total HCM Hanoi Danang
N=269 N=87 N=99 N=83
Women in 3 cities normally buy pregnant dresses in pregnant fashion shops. Danang people also often buy in the markets
%
92
45
31
19
11
6
5
Pregnant woman fashionShop
Supermarket
Market
Saigonsquare/fashion shopfor many age groups
High-ranking shopping center (Vincom,Parkson,…)
Metro
Online Shopping
76
52
5
20
2
1
100
31
18
22
14
4
5
94
55
74
16
17
12
11
Shopping - Reasonable number of pregnant dress suits
29
14
34 39
37
22
52 35
17
26
13
13
7
18
1
4
9 20
10 10 suits and more
8-9 suits
6-7 suits
4-5 suits
2-3 suits
Total HCM Hanoi Danang
It seems that HCM people are more interested in pregnant fashion than people in Hanoi and Danang. 64% of those who have been asked in HCM claimed that they need at least 6 suits or more.
Whereas most of pregnant women in Hanoi & Danang said that each need only 4-5 suits or less.
N=269 N= 87 N=99 N=83
%
Shopping - Whom to go to shopping with
64
46
41
31
Husband/ my children
Friend
Relative
By myself
74
26
44
9
55
65
24
34
64
43
58
49
Total HCM Hanoi Danang
Normally, they go with their husbands/children or relatives to buy pregnant dresses, especially women in HCM and Danang.
However, women in Hanoi prefer to go with their friends or colleagues
N=269 N= 87 N=99 N=83
%
Shopping - Appropriate time
3
40
55
40
24
48
39
53
53
10 2 6
23 From the 5th month andlater
From the 3rd month to 4thmonth
From the 1st month to 2ndmonth
Before planned pregnancy
Total HCM Hanoi Danang
Pregnant woman normally go to shopping for dresses from the 3rd month or later. HCM people likely to buy sooner (from the 1st month to 2nd month)
N=269 N= 87 N=99 N=83
%
Shopping - Important factors
80
68
52
48
28
23
Fabric material
Design
Color
Price
Brand
Origin
85
78
44
32
32
24
Total HCM Hanoi Danang
88
65
58
39
28
22
64
63
53
75
24
22
Three most important factors when choosing pregnant dresses are fabric materials, design and color.
Danang women pay more attention to the price factor.
N=269 N= 87 N=99 N=83
%
Shopping - Fabric material
Total HCM Hanoi Danang
Cotton fabric that women in 3 cities like the best. Due to differences in the weather, women in HCM prefer soft and cool fabric whereas
thick fabric is preferred in Hanoi. Flax fabric is dominant in Danang than HCM and Hanoi.
N=269 N= 87 N=99 N=83
%
98
82
48
24
24
1
2
97
51
53
84
33
98
61
58
54
28
1
1
Cotton
Flax
Silk
Thick fabric
Jeans
Voiles
Kaky
99
54
74
49
24
2
Reasonable price for a suit of pregnant dress at home is from 100,000 – 200,000 VND, and 300,000– 400,000 per suit for working or going out.
Women in HCM is likely to spend more on pregnant fashion than those in HN and Danang. Nearly
half of women in HCM claimed that price 400,000VND is reasonable for a dress for working or
going out.
Shopping - Reasonable price for a suit
16
57
11
26
28
35
17
5 700,000 and more
601,000 - 700,000
501,000 - 600,000
401,000 - 500,000
301,000 - 400,000
201,000 - 300,000
100,000 - 200,000
Less than 100,000
2
62
31
17
3
33
30
1
10
6 2
18
53
12
28
27
40
15
4 1
28
55
20
17
40
31
7 1
Total
N=269 N= 87 N=99 N=83
HCM Hanoi Danang
Going out
At home
Going out
At home
Going out
At home
Going out
At home
%
75
70
62
60
63
42
27
32
93
92
81
69
60
16
11
12
Shopping - Prepare for her baby
69
64
59
47
46
27
20
16
Blanket/pillow/towel
Clothes
Feeding bottle
Talcum powder
Disposable napkin
Cradle
Stroller
Toy
38
31
34
13
14
24
22
3
Total HCM Hanoi Danang %
During pregnancy, women often prepare blanket/pillow/towel, clothes & feeding bottles for their babies.
Seems that Hanoi and Danang women prepare very well for their baby.
N=300 N= 100 N=100 N=100
Shopping - Where to shop for her baby
60
58
36
15
10
8
4
Supermarket
Children fashion Shop
Market
Saigonsquare/fashionshop for many age…
Metro
High-ranking shopping center …
Online Shopping
51
27
3
13
3
Total HCM Hanoi Danang
64
96
30
15
11
13
3
64
52
75
16
19
8
9
Nearly all pregnant women in HCM go to supermarket to buy necessary things for their coming-babies.
In Hanoi, people prefer to buy in Children Fashion Shops while Danang women take priority to buy things at market.
N=300 N= 100 N=100 N=100
%
Shopping
Eat and drink/nutrition for pregnant women
Entertainment and learn about information
CONTENTS
94
51
12
7
92
6
1
Pregnantmilk
Fresh milk
Powderedmilk
Condensedmilk
Using Use most often
100
54
6
8
100
Milk – type of milk
Total HCM Hanoi Danang
89
68
5
3
88
12
92
35
22
9
89
8
3
Pregnant milk is chosen the most and use most often across the surveyed cities. Besides, they drink fresh milk.
N=248 N= 84 N=73 N=91
%
Milk - Judgment about pregnant milk
45.9
34.5 38.5
63.1
52.8
65.5 60.0
34.5
Completely agree
Agree
Somewhat agree
No comment
Somewhat disagree
Disagree
Completely disagree
Total HCM Hanoi Danang
Mean 6.48
% T2B 99.1
% B2B 0.9
6.65
100
0
6.54
98.5
1.5
6.27
98.8
1.2
N=233 N= 84 N=65 N=84
Most pregnant women at all three cities agree that pregnant milk is good for both pregnant
women and child, additional nutrients need for child development.
%
Milk - Brand awareness
TOTAL HCM HANOI
97
95
83
75
71
67
53
40
16
76
76
47
30
35
26
11
12
2
26
28
15
6
13
6
2
3
Enfa Mama A+
Similac Mom
Anmum
Dumex Mama Gold
Dielac
Friso
XO
Meiji
Nactalia mama
Added awareness Unadded awareness TOM
100
100
98
99
73
67
50
57
29
71
89
49
32
23
23
2
10
23
26
14
8
7
10
2
5
97
95
72
57
62
55
48
37
5
94
83
38
32
49
28
14
23
2
29
35
5
2
18
3
3
3
94
89
77
65
76
77
61
25
13
67
56
51
27
37
27
17
6
4
26
25
23
6
14
5
1
DANANG
In all 3 cities, Enfa Mama A+ and Similac Mom are the two milk brands which have the highest awareness.
N=233 N= 84 N=65 N=84
%
TOTAL HCM HANOI
42
42
23
18
8
8
4
3
1
1
27
27
14
14
6
6
3
0
27
27
14
14
6
6
3
2
Enfa Mama A+
Similac Mom
Dielac
Anmum
Dumex Mama Gold
Friso
Meiji
XO
Ensure mum
Nactalia mama
Nutifood mum
Tried Current use Use most often
37
48
18
21
11
12
5
2
21
25
8
14
8
11
1
21
25
8
14
8
11
62
48
31
6
5
3
5
5
2
32
34
20
5
2
2
3
2
32
32
20
5
2
2
3
3
33
31
21
23
8
7
4
2
1
29
25
14
2
1
27
24
14
21
6
5
DANANG
Enfa Mama A+ and Similac Mom are the most popular brand in the market, followed by Dielac and Anmum. Most pregnant women are using one brand at a time, brand what they are using and use most often are the same.
N=233 N= 84 N=65 N=84
Milk - Brand Usage
%
Milk - Reasons for using most often
Similac Mom Enfa Mama A
62 62
Milk is easy to drink 19 13
Don't feel depressed when drinking 3 5
Providing enough nutrients to help foetus develop 19 29
Providing/ complete DHA 16 16
Providing/ complete Fe 5 13
Providing/ complete Fe, Ca, Axit folic, DHA, Vitamin 11 6
Greasiness is moderate 10 10
Aroma/soft aroma 6 10
Providing nutrients for both mother and baby 18 11
Brand is prestigious 8
Well-known brand 15 8
Easy to find and buy 2 3
Friends/doctor/relative recommend 40 32
Many people use it 3 16
Reasonable price 2 11
Many promotion programme 2
Sample size (N)
Milk - Source of information
Total HCM Hanoi Danang
81
67
66
57
53
38
18
42
12
10
27
6
2
0
Relative/friendrecommendation
Advertising on TV
Displayed at shop
Doctor recommendation
Magazine/newspaper
Internet
Salesperson
Awareness Trust the most
65
60
79
42
56
35
23
18
17
27
26
11
1
89
77
66
62
31
42
8
55
12
25
6
2
89
65
52
68
68
38
23
57
6
1
31
5
Information from relatives/friends are most trusted, next is recommendation from
doctors/nutritional specialists
N=233 N= 84 N=65 N=84
%
76
67
50
35
37
17
5
4
95
89
42
31
9
9
16
5
Nosh - Nosh of pregnant women
90
76
42
31
21
15
14
6
Fruit
yoghurt
Confectionary
Cheese
Homemade dishes: sweetened …
Cereals
Dried fruit
Friench fries
100
72
34
25
18
18
21
7
Total HCM Hanoi Danang
Fruit is the 1st choice of pregnant women for nosh, next is yoghurt.
N=300 N= 100 N=100 N=100
%
Shopping
Eat and drink/nutrition for pregnant women
Entertainment and seeking information
CONTENTS
Total HCM Hanoi Danang
83
72
69
69
63
61
53
16
17
10
20
10
12
5
Watching TV at home
Talking with family
Listen to music
Go shopping
Read/talk/chat in internet
Take a walk
Make a phone
Relax during pregnant Relax frequently
Entertainment
78
68
77
65
62
47
46
24
12
12
18
15
4
7
82
80
54
67
76
76
60
10
22
6
25
9
21
4
88
67
76
74
50
60
52
13
18
11
17
5
12
4
The most popular type of entertainment for pregnant women is watching TV at home, chat with relatives/friends and go shopping.
N=300 N= 100 N=100 N=100
%
Seeking information - Take care for themselves and the babies
Total HCM Hanoi Danang
86
79
68
67
48
22
41
36
6
13
1
3
From experient offriend/relative
Ask doctor's advice
Magazine/newspaper
Internet
Book
Join in courses for pregnantwomen
Sources of information Trust in the most
80
72
70
84
49
20
25
35
6
29
5
87
92
52
66
43
12
36
47
4
9
1
3
92
72
83
51
53
33
62
27
7
1
3
Most pregnant women learn how to care for themselves and babies from their relatives/friend’s experiences as well as the doctor’s advices. In addition, information from magazine/newspaper is also concerned in Danang.
Other sources of information appear to be reference sources.
N=300 N= 100 N=100 N=100
%
Habit - Pregnant women’s habit affect baby’s healthy and intelligence
74
73
71
58
58
42
15
6
Stability mental/happiness
Relaxing
Eat and drink reasonable
Reading book/listen tomusics
Drinking pregnant milk
Exercises
Drink milk
None
63
56
54
64
55
37
16
6
Total HCM Hanoi Danang
84
93
90
50
73
39
9
1
75
69
70
60
45
51
19
12
Most pregnant women in all three cities think that spirit, nutrition and recreation will affect to their coming-baby’s healthy and intelligence
N=300 N= 100 N=100 N=100
%
68
73
57
19
56
25
89
65
29
11
49
41
9
93
24
21
7
86
5
9
83
54
36
6
51
34
14
Public hospital
Private consulting-room
Private hospital
International hospital
Traditional medicinehospital
Go for antenatal Go to most often
Antenatal - Place for antenatal
Total HCM Hanoi Danang
Pregnant women in HCM and HN usually go for antenatal at public hospitals, and this is the place they go to most often.
Whereas pregnant women in Da Nang is often go for antenatal at private consulting-room than other places.
N=300 N= 100 N=100 N=100
%
63
28
3
30
Western medicine
Restorative what made athome
Chinese traditionalmedicine
Don't use restorative
63
14
6
34
79
63
3
1
46
7
0
54
Total HCM
Most pregnant women in Hanoi use restorative during pregnancy, the pregnant women in HCM and Da Nang rarely use, especially in HCM (54% of pregnant women in HCM don’t use those).
Most of pregnant women use western medicine, especially in Hanoi and Danang.
N=300 N= 100 N=100 N=100
Restorative
Hanoi Danang
%
91
69
33
29
27
26
21
20
17
62
18
6
2
2
5
Iron
Calcium
Acid folic
Zinc
Magie
Polyvitamin
Vitamin B6
Vitamin C
Vitamin E
Use during pregnant period Use most often
94
90
32
20
16
28
8
9
6
59
29
4
8
98
17
13
28
17
2
9
2
2
83
7
4
4
83
81
49
40
48
41
48
48
41
51
17
10
2
2
5
Restorative type
Total HCM Hanoi Danang
In which iron supplement is used more and most often, next is calcium
N=188 N= 46 N=79 N=63
%
73
82
70
66
57
5
19
50
8
12
6
5
88
71
61
56
49
3
45
37
5
7
3
3
Doctor
Parent
Relative
Husband
Friend
Myself
Under influence Under the most influence
Influenced information - Source
Total HCM Hanoi Danang
N=188 N=46 N=79 N=63
96
50
41
46
41
75
15
5
4
1
94
81
71
57
50
4
42
46
1
5
2
4
In health care method , pregnant women in HCM usually are under doctor's
influence than others. While pregnant women in Hanoi and Danang are under
parent's influence. Hanoi is mixed between HCM and Danang.
%
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