New Released

W&S Online Market Research (Vietnam 2012)

No. 11420120521203

Kho st khm ph v
th trng du gi ti Vit Nam

"Kho st khm ph v th trng du gi ti Vit Nam"

Thi gian kho st: t ngy 01.03.2012 n ngy 15.03.2012
Tng mu nghin cu: 1,019
i tng kho st: Nam gii v n gii trn 16 tui
Tnh thnh: Tt c cc tnh thnh trn c nc

NI DUNG
KHO ST

1. Loi du gi thng s dng

2. a im thng mua du gi
3. Tiu ch la chn du gi
4. Loi bao b thng s dng
5. Mc gi cho tng kch c vi dng chai & gi
6. Nhn bit thng hiu du gi ti Vit Nam
7. Qung co n tng

Bo co chi tit
1. Loi du gi thng s dng
Qua cuc kho st 1,019 ngi, loi du gi c s dng nhiu nht l du gi u bnh thng
vi t l 60.8%. Trong , nam l i tng chn loi du gi ny nhiu nht. Trong khi , n
dng nh c xu hng chn loi du gi c km du x hoc du x trong khi gi u nhiu
hn.
Biu 1. Loi du gi thng s dng
Tng cng
Du gi u bnh thng

60.8%

Du gi u c km du x

Nam
39.2%

45.6%
54.4%

35.3%

Du x

33.1%

28.2%

Du c tr cho tc (cn x nc)

11.2%

Khc

66.9%

57.8%
42.2%

19.5%

Du c tr cho tc (khng cn
x)

60.8%

72.8%

27.2%
45.5%
54.5%

1.1%

2. a im thng mua du gi
Siu th v Ca hng tp ha l hai a im mua du gi thng xuyn nht vi t l ln lt
51.6% v 29.3%. Trong , nam c xu hng mua ti ca hng tp ha nhiu hn so vi n v n
gii li thng mua du gi ti ca hng chnh hng v ca hng chuyn v m phm nhiu hn
nam gii.
Biu 2. a im thng mua du gi
Tng cng
Siu th
29.3%

Ca hng chuyn v m
phm

5.7%

Ch

5.7%

Ca hng tin dng

4.8%

Khc

52.3%
47.7%

51.6%

Ca hng tp ha

Ti ca hng chnh hng

Nam

2%
0.6%

68.9%

31.1%
48.3%
51.7%
34.7%
32.8%
34.8%
33.3%

65.3%

67.2%
65.2%
66.7%

3. Tiu ch khi mua sn phm du gi

Da u sch l tiu ch quan trng nht khi chn mua du gi, chim 53.7%, k n l Tc chc
khe v Khng gy kch ng da. Ngoi ra, bao b ti ch s dng (47.9%) khng c nh gi
l yu t quan trng khi chn mua du gi.
Biu 3. Tiu ch chn du gi
Hon ton khng quan trng
Kh quan trng
Da u sch
Tc chc khe

Khng quan trng lm

Hon ton quan trng

Bnh thng

33.5%

2.0%
7.7%

53.7%

33.6%

3.2%9.1%

51.4%

Khng gy kch ng da

4.0%8.7%

33.8%

50.0%

Ngn h tc hiu qu

3.6%10.5%

34.3%

48.9%

33.4%

48.5%

Ngn rng tc

3.8%10.7%

Loi b cc bi bn trn tc

4.5% 11.9%

Thng hiu ng tin cy

4.6% 11.3%

Gi c hp l
C mi thm

6.4%
7.5%

To bt tt 6.3%
Thit k bao b

Bao b c th ti s dng

35.2%
38.4%

42.6%

17.2%

39.4%

34.1%

15.6%

40.9%

32.6%

19.1%

10.7%

45.3%

24.1%

18.9%

25.9%

29.6%

18.6%

35.7%
29.0%

19.0%

25.8%

15.7%

10.8%
10.5%

4. Loi bao b thng mua nht

Dng chai vn l loi bao b c quen dng nht v mua nhiu nht vi t l 73.0%. Tuy nhin,
dng gi cng c nhiu ngi mua s dng trong gia nh, ngoi mc ch dng trong khi i du
lch. Dng tup l loi bao b mi nhng cng chim t l s dng nht nh (9.9%).
Biu 4. Loi bao b du gi thng mua
100.0%

75.0%

73.0%

50.0%
31.7%

25.0%
9.9%
2.4%

0.0%

Dng chai

Dng gi

Dng tup

Khc

5. Loi gi cho tng bao b

Vi dng gi, mc gi cho tng loi kch c nh sau:
5g: di 1,000 VN
6g - 9g: gi dao ng t 1,000 - 2,000 VN
Trn 9g: Trn 4,000 VN
Biu 5. Gi ca kch c vi dng gi
Di 1.000 VND

Total

11.8%

14.1%

12.5%

15.5%

1.000 - 2.000 VND

17.0%

3.000 - 4.000 VND

13.8%

Trn 4.000 VND

13.9%
22.6%

19.0%

14.8%

16.4%

32.6%
37.6%

11.7%
40.7%
23.9%

20.7%
15.8%

43.1%
32.7%
23.4%

5g

6g

11.7%

10.2%

8g

9g

7g

6.2%

Trn 9g

Vi dng chai, mc gi cho tng loi kch c nh sau:

Di 200 ml - 400 ml: mc gi thnh vin thng mua t 20,000 - 60,000 VN
500 - 900 ml: 60,000 - 120,000 VN
Trn 900ml: 120,000 - 200,000 VN
Biu 6. Gi ca kch c vi dng chai
Di 20,000 VND
120,000 VND - 200,000 VND

Trn 900 ml 4.4%

8.3%

800 - 900 ml 4.2%

10.8%

700 - 800 ml 5.2%

Di 200 ml

21.2%

13.8%
18.0%

35.4%

9.5%

12.4%
22.5%

40.8%

11.0%

16.4%
25.3%

43.2%

10.7%

15.8%

36.0%
37.3%

11.0%

14.7%

21.6%
32.2%

20.9%

6.0%

60,000 VND - 120,000 VND

23.0%

26.8%

17.1%

500 - 600 ml 5.0%

200 - 300 ml

20.7%

13.9%

600 - 700 ml 5.3%

300 - 400 ml

20,000 - 60,000 VND

200,000 VND - 300,000 VND

15.5%

7.1%

9.1% 5.0%
8.2% 5.9%

6. Nhn bit thng hiu du gi ti Vit Nam

Clear t ch s TOM (nhn bit u tin khng tr gip) cao nht vi 21.5%, tip n l X-men
v Pantene.
Khi xt v tng nhn bit, Clear vn v tr u tin vi ch s nhn bit l 91.3%, Sunsilk
ng th hai vi t l 86.1% v X-men k tip vi 84.1%.
Biu 7. Nhn bit thng hiu du gi

u tin
Clear

Tng nhn Bit

Khng tr gip
20.4% Clear

21.5%Clear

X-men

11.7%

X-men

12.8%

X-men

Pantene

11.6%

Pantene

11.8%

Pantene

Sunsilk
Dove
Head&Shoul

Rejoice
Romano

10.0%
7.5%
7.3%
7.0%
4.6%

Sunsilk

15.5%

Dove

10.2%

Head&Shoul

59.2%

Sunsilk

86.1%

Dove

9.9%

Romano

84.1%

80.2%

Head&Shou

6.9%

Rejoice

91.3%

7.1%

66.0%

Rejoice

74.6%

Romano

76.3%

Enchanteur

1.1%

Enchanteur

1.5%

Enchanteur

Lifebouy

0.9%

Lifebouy

1.7%

Lifebouy

Double Rich

0.7%

Double Rich

1.2%

Double Rich

Lux

0.3%

Lux

0.5%

Lux

59.5%
64.8%
74.3%
49.7%

7. Qung co n tng nht

Qung co ca hai hng du gi X-men v Clear gy n tng mnh nht vi t l phn trm ln
lt 24.3% v 24.0%. Tip n l qung co ca Sunsilk vi du n mi l s xut hin ca cc
chuyn gia to mu tc, to thm nim tin ngi tiu dng.
Biu 8. Qung co n tng
30.0%
25.0%

24.3%

24.0%

20.0%
15.0%

12.7%

10.0%

7.9%

7.9%

7.3%

6.9%
4.1%

5.0%

4.1%

0.0%

X-men

Clear

Sunsilk Rejoice Pantene Head &

Shoulder

Dove

Romano Romano

N TNG CA P VIN
Hnh tng 'nh bay gu' ca cc chin binh Clear.
Hnh nh tc c lp bng bao quanh, to cm gic rt mt m v sng
khoi.
S dng cc ngi sao bng lm qung co, c bit l Ronaldo rt l
chuyn nghip.
Tc trn n ni anh chng vut tc c gi b trt tay thnh ra s ngc.
Tri nng nng lm mi th tan chy, nhng khi dng du gi Clear th tt
c mi th ti mt tr li.
Gi u bng du gi u Clear xong, mi th ng bng, xa tan mt mi,
em li cm gic thoi mi.
C cnh c gi dng xong du gi, ch nga trong i phun nc ng
dng ln.
C gi vi mi tc v b qun o en rt n tng.
Cu khu hiu n ng ch thc cao nam tnh cho phi mnh. Vi
nhng h cu ca on QC cui on QC hin ra c logo ca X-men.
Nhng chi tit trong qung co u th hin c s mnh m ca mt
ngi n ng.
Thch nht chi tit ngi n ng y dy xe y sn bay thnh hnh ch
X.
on 1 chng trai li xe t cu c gi, sau nht bn x hi en vo
Cng-tan-n.
Du gi nc hoa dnh cho phi nam, lm sp 'Phi c phong cch
xng tm'.
Qung co nhn hiu du gi X men c cnh gii cu c gi bng biu
tng ch X.

Thng tin p vin

Tnh trng hn nhn

Gii tnh

44.2%

Cha kt
hn
kt hn

38.6%

Nam
N

55.8%

61.4%

Lnh vc ngh nghip

Cng ngh thng tin

13.2%

Dch v ti chnh

8.4%

Marketing/bn hng

6.6%

K thut(in/ha hc/sinh hc)

6.5%

Hnh chnh vn phng/ Bin phin dch

6.3%

Kin trc/xy dng

5.6%

T vn/chnh ph/do to

4.4%

Hng tiu dng

3.1%

Truyn thng/M thut/PR

3.1%

Sn phm cng nghip/ t/du kh

2.5%

khch sn v du lch

2.4%

Thi trang/bn l

2.0%

Sn xut/logistics/QA-QC

1.8%

Vn ti

1.4%

Khc
0.0%

32.7%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

THNG TIN LIN H:

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