vacuum cleaner market in thailand

STUDY ABOUT VACUUM CLEANER MARKET IN THAILANDBY DI-MARKETING (www.di-onlinesurvey.com)

Feb, 2017

2

SCOPE OF WORK

This survey was conducted to study about vacuum cleaner market in Thailand

Methodology: Online survey

Fieldwork time: 5 days (02/01/2017 to 06/01/2017)

Sample size: N = 360

Geography: Nationwide

3

KEY FINDINGS

• Panasonic, Samsung and Hitachi are the top brand awareness• TVC, showroom and website ads are top awareness channels• Top 3 brand shares: Hitachi, Panasonic and Electrolux

• User-friendly design, famous brand and high power are the top brand choice reasons• Vacuum cleaner type: majority are using canisters• Traditional channel purchases are much preferred over ecommerce• On average, Thai spend $95 for each vacuum cleaner purchase, the most popular

segments are $60~$90 and $90~$121

• Majority are satisfied with their brand. • However, only 19% of respondents are loyal customers while 76% say they might try new

vacuum cleaner brands• Noisy operation is (obviously) the most unhappy point, followed by power saving and bulky

size • 59% will recommend their vacuum cleaner to their friends, while 39% neutral and 3% will

not

4

KEY FINDINGS VIETNAM THAILAND

Most well-known brands Panasonic, Samsung, LG Panasonic, Samsung, Hitachi

Market leader Panasonic (21%) Hitachi (20%) and Panasonic (20%)

Key brand awareness channels

TVC (65%), Word of Mouth (50%)

TVC (76%), points of sales (46%)

Key purchase channels Electronic center (63%) Electronic center (61%)

Top brand choice criteria

Durable, quality, electricity saving function

User-friendly design, famous brand and high power

Average spending / purchase

$133 $95

VIETNAM VS. THAILAND

5

N = 360

DEMOGRAPHIC INFORMATION

GenderAge

OccupationLiving Place

Male

Female

39%

61%

Over 35

31 - 35

26 - 30

18 - 25

23%

18%

28%

32%

Others

Bangkok

46%

54%

Others

Factory Worker

Job seeker/Retired

Engineer/Doctor/Teacher

Housewife

Self-employed

Student

Officer

9%

2%

5%

6%

8%

13%

14%

43%

6

PANASONIC, SAMSUNG AND HITACHI ARE THE TOP BRAND AWARENESS

Do you know any vacuum cleaner brands listed below? (By age)

Others

Bosch

Sanyo

Tefal

Imarflex

Philips

Electrolux

Sharp

LG

Hitachi

Samsung

Panasonic

4%

14%

21%

27%

28%

39%

43%

44%

60%

67%

69%

69%

Total

3%

11%

23%

34%

24%

50%

36%

54%

63%

80%

78%

79%

18 - 25

3%

13%

17%

21%

20%

27%

39%

34%

55%

59%

69%

67%

26 - 30

9%

14%

19%

22%

28%

39%

50%

41%

64%

64%

59%

64%

31 - 35

2%

19%

23%

30%

43%

40%

51%

43%

59%

62%

64%

63%

Over 35

N = 360 N = 115 N = 100 N = 64 N = 81

7

TVC, SHOWROOM AND WEBSITE ADS ARE THE TOP AWARENESS CHANNELS

How do you know these vacuum cleaner brands? (By age)

Others

Through email/sms marketing

Radio ads

Through sales person

Newspaper, magazines

See others use these vacuum cleaner brands

Friends/relatives' suggestion

In/ Out of home ads

Facebook ads

Website, forum ads

Through stores/ showroom

TV ads

4%

6%

17%

19%

26%

29%

32%

33%

39%

45%

46%

76%

Total

5%

5%

21%

19%

26%

35%

33%

36%

47%

50%

44%

78%

18 - 25

3%

5%

16%

13%

18%

29%

33%

31%

43%

41%

35%

75%

26 - 30

6%

6%

20%

27%

27%

27%

23%

34%

36%

41%

56%

75%

31 - 35

2%

9%

9%

20%

33%

23%

35%

30%

25%

44%

56%

75%

Over 35

N = 360 N = 115 N = 100 N = 64 N = 81

8

BRAND AWARENESS AND BRAND SHARE

Do you know any vacuum cleaner brands listed below?

Which vaccum cleaner brand do you use the most? N = 360

Panas

onic

Samsu

ng

Hitach

iLG

Sha

rp

Electro

lux

Philips

Imarf

lexTefa

l

Sanyo

Bosch

Others

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

69% 69% 67%

60%

44% 43%39%

28% 27%

21%

14%

4%

20%

13%

20%

12%

3%

17%

5% 4%1% 1% 1%

3%

Awareness

Usage

9

TOP 3 BRAND SHARES: HITACHI, PANASONIC AND ELECTROLUX

Which vaccum cleaner brand do you use the most? (By age)

Others

Sanyo

Bosch

Tefal

Sharp

Imarflex

Philips

LG

Samsung

Electrolux

Panasonic

Hitachi

3%

1%

1%

1%

3%

4%

5%

12%

13%

17%

20%

20%

Total

4%

1%

1%

1%

1%

3%

10%

6%

12%

10%

25%

26%

18 - 25

2%

1%

1%

1%

2%

1%

3%

21%

15%

14%

21%

18%

26 - 30

3%

0%

2%

3%

5%

8%

3%

9%

8%

20%

19%

20%

31 - 35

4%

0%

0%

1%

4%

9%

1%

10%

17%

27%

12%

15%

Over 35

N = 360 N = 115 N = 100 N = 64 N = 81

10

BRAND AWARENESS AND BRAND SHARE

N = 360Usage

High

AwarenessHighLow

Low

Electrolux

Do you know any vacuum cleaner brands listed below?

Which vaccum cleaner brand do you use the most?

11

USER-FRIENDLY DESIGN, FAMOUS BRAND AND HIGH POWER ARE THE TOP BRAND CHOICE REASONS

Why do you choose this brand of vacuum cleaner?

Others

Recommended by sellers

Recommended by friends, relatives

Good warranty program and customer care

Many smart features

Anti-bacteria and deodorant capability

Quiet and smooth operation

Can be used for small, hard-to-reach spaces

Nice & attractive design

Easy to adjust output power

Small, saving space

Good vacuum quality

Competitive price

Easy to be cleaned

Power/electricity saving ability

High durability

High max output power

Famous brand

Convenient and easy-to-use design

5%

12%

14%

15%

15%

16%

17%

19%

22%

23%

24%

29%

31%

34%

36%

44%

46%

50%

59%

Total

N = 360

12

BRAND CHOICE RATIONALES BY TOP 3 BRANDS

Why do you choose this brand of vacuum cleaner? (By brand)

Others




Many smart features






Small, saving space

Good vacuum quality

Competitive price

Easy to be cleaned


High durability


Famous brand


Total Hitachi Panasonic Electrolux

N = 360 N = 73 N = 72 N = 61

PLEASE CONTACT US FOR DETAILS

13

BRAND CHOICE RATIONALES BY TOP 5 BRANDS

Others




Many smart features






Small, saving space

Good vacuum quality

Competitive price

Easy to be cleaned


High durability


Famous brand


Total Samsung LG

N = 360 N = 48 N = 42

Why do you choose this brand of vacuum cleaner? (By brand)


14

VACUUM CLEANER TYPE: MAJORITY ARE USING CANISTERS

What type of your vacuum cleaner? (By age)

Total 18 - 25 26 - 30 31 - 35 Over 350%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

6%11%

4%2%

6%

11%

10%14%

9%7%

27%

30%

24%31% 23%

56%49%

57% 58%63%

0.01

Canister vacuum

Upright vacuum

Handheld vacuum

Robotic vacuum

Others

N = 360 N = 115 N = 100 N = 64 N = 81

15

THE MOST POPULAR FRIDGE SIZES IS 1 ~ 1.5LITRE

What is the capacity of your vacuum cleaner's dust bag/dust box? (By age)

Total 18 - 25 26 - 30 31 - 35 Over 350%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1% 1% 1%2% 2% 1% 2% 2%4% 5%3% 5% 2%

22% 17%21%

27% 26%

30%26%

39% 22%30%

33%37%

33%

34%26%

9% 12%3%

11% 12%Under 1 L

1 - 1.2 L

1.21 - 1.5 L

1.51 - 2 L

2.01 - 2.5 L

2.51 - 3 L

Over 3 L

N = 360 N = 115 N = 100 N = 64 N = 81

16

TRADITIONAL CHANNEL PURCHASES ARE MUCH PREFERRED OVER E-COMMERCE

Where did you buy your vacuum cleaner? (By age)

Others

Buy online on E-Commerce sites

Official store/Showroom

Super market

Electric center

4%

8%

19%

34%

61%

Total

4%

6%

19%

30%

70%

18 - 25

4%

9%

24%

38%

64%

26 - 30

6%

3%

14%

33%

58%

31 - 35

4%

11%

15%

37%

48%

Over 35

N = 360 N = 115 N = 100 N = 64 N = 81

17

ON AVERAGE, THAI SPEND $95 FOR EACH VACUUM CLEANER PURCHASE, THE MOST POPULAR SEGMENTS ARE $60~$90 AND $90~$121

How much did you pay for your vacuum cleaner recently? (By age)

WeightedAverage

Expenditure$100 $88$91$95 $101

Total 18 - 25 26 - 30 31 - 35 Over 350%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

12% 10% 12%3%

22%

12%10%

12%

11%

15%

33%31%

37%

39%

25%

31%36%

33%

28%

22%

13% 14%6%

19% 16%

Under $60

$60,1 - $90

$90,1 - $121

$121,1 - $151

Over $151

N = 360 N = 115 N = 100 N = 64 N = 81

18

MAJORITY ARE SATISFIED WITH THEIR BRAND. NOT MUCH DIFFERENCE AMONG THE TOP 5 BRANDS

Are you satisfied with your current brand of vacuum cleaner? (By brand)

WeightedAverageScore(*)

4.16 4.154.18

* 5 = Totally satisfied, 4 = Satisfied, 3 = Normal, 2 = Unsatisfied, 1 = Totally unsatisfied

4.09 4.024.04

Brand shareranking

3 41 52

Total Hitachi Electrolux Samsung Panasonic LG0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0.0111111111111111 0.0163934426229508 0.01388888888888890.0238095238095238

13% 11%11%

13% 8%12%

61%60% 49%

60%74% 64%

26% 29%36%

27%17%

21%

0.0163934426229508

Totally satisfied

Satisfied

Normal

Unsatisfied

Totally unsatisfied

N = 360 N = 73 N = 61 N = 48 N = 72 N = 42

19

ONLY 19% OF RESPONDENTS ARE LOYAL CUSTOMERS WHILE 76% SAY THEY MIGHT TRY NEW VACUUM CLEANER BRANDS

What is your usage intention toward this vacuum cleaner brand in the future? (By brand)

WeightedAverageScore(*)

* 3 = It is the only brand I would use, 2 = I will use this brand in parallel with others, 1 = l will switch to other brand

N = 360 N = 42 N = 48 N = 73 N = 72 N = 61

2.23 2.212.242.14 2.052.14

Total LG Samsung Hitachi Panasonic Electrolux0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0.0527777777777778 0.02083333333333330.04109589041095890.02777777777777780.114754098360656

76%76% 73% 71%

81%72%

19%24% 25% 25%

17% 16%

It is the only brand I would use

I will use this brand in parallel with others

I will switch to other brand

20

BRAND LOYALTY VS. BRAND SATISFACTION

Are you satisfied with your current brand of vacuum cleaner?What is your usage intention toward this vacuum cleaner brand in the future?

N = 360

Brand LoyaltyHigh

SatisfactionHighLow

Low

Hitachi

21

59% WILL RECOMMEND THEIR VACUUM CLEANER TO THEIR FRIENDS, WHILE 39% NEUTRAL AND 3% WILL NOT

What is your ability to recommend your current vacuum cleaner brand to your friends/relatives? (By brand)

N = 360 N = 61 N = 73 N = 48 N = 72 N = 42

Total Electrolux Hitachi Samsung Panasonic LG0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

3% 2% 3% 1% 2%

39% 39%30%

40%44%

29%

40%33%

41%35%

39%

55%

19%26% 26% 25%

15% 14%

I will recom-mend definitely

I will rec-ommend

I may rec-ommend

I will not recommend

59%

22

NOISY OPERATION IS (OBVIOUSLY) THE MOST UNHAPPY POINT, FOLLOWED BY POWER SAVING AND BULKY SIZE

Is there anything make you feel unhappy about this brand?

Nothing makes me dissatisfied

Lack of features

Unsatisfactory warranty program and customer care

Unattractive design

Too much money on replacing dust bag

Hard to be cleaned

Price too high for quality

Cannot adjust vacuum power

Inconvenient, hard-to-use design

Low durability, easy to break down

No anti-bacteria, deodorant feature

Cannot vacuum small, hard-to-reach spaces

Unclean vacuum

Big, bulky size

No power/electricity saving ability

Noisy operation

24%

4%

6%

8%

9%

10%

10%

11%

11%

11%

12%

13%

13%

16%

18%

38%

Total

N = 360

23

PANASONIC IS CONSIDERED AS RELATIVELY MORE PRICY OVER QUALITY

Is there anything make you feel unhappy about this brand? (By brand)

Nothing makes me dissatisfied

Lack of features

Unsatisfactory warranty program and customer care

Unattractive design

Too much money on replacing dust bag

Hard to be cleaned

Price too high for quality

Cannot adjust vacuum power

Inconvenient, hard-to-use design

Low durability, easy to break down

No anti-bacteria, deodorant feature

Cannot vacuum small, hard-to-reach spaces

Unclean vacuum

Big, bulky size

No power/electricity saving ability

Noisy operation

24%

4%

6%

8%

9%

10%

10%

11%

11%

11%

12%

13%

13%

16%

18%

38%

Total Hitachi Panasonic Electrolux

N = 360 N = 73 N = 72 N = 61


24

THE MOST CONCERN FUNCTION OF THE VACUUM CLEANER

Which technical factors do you concern the most when buying vacuum cleaner? (By age)

Others

Additonal features/functions

Materials used to make the vacuum cleaner

Size of dust bag/dust box

Electricity usage

Antibacteria, antimicrobial

Output power

Noise level

Weight

5%

23%

24%

40%

43%

53%

53%

54%

56%

Total 18 - 25 26 - 30 31 - 35 Over 35

N = 360 N = 115 N = 100 N = 64 N = 81


25

CONTACT US

• Japan & Taiwan:o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japano Contact person: Mr. Hideyuki Kato (CEO)o Email: [email protected] Contact number: +81 3-5532-3200

• Vietnam: o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnamo Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)o Email: [email protected] Contact number: +84 902-73-9944

• Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,

Bangkok 10110, Thailando Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing)o Email: [email protected] Contact number: +66 96 245 3656

26

CONTACT US

• Indonesia:

o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesiao Contact person: Mr. Hendry Pratama (Manager - DI Marketing)o Email: [email protected] Contact number: +65 822 1345 2555 | +62 21 3005 3541

• India:

o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903o Contact person: Mr. Sujit Kunte (Regional representative)o Email: [email protected] Contact number: +65 9127 7654

vacuum cleaner market in thailand

Devices & Hardware