Report - Viettrack April Vietnamese - Final

Market research top-line
Apr. 2012
CH :
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Mu sc nh hng nh th no ti cc gi tr v la chn
khc nhau.
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Viettrack thng 4/2012 c thc hin:

S mu: N=300; trong : HCM =200, HN = 100
Gii tnh: Nam/ N
Tng lp kinh t: ABC
Tui: 18 - 49
NI DUNG
La chn mu sc
Mu tng ng vi cc c s cm nhn
Mc quan trng ca mu sc khi

la chn v mua sn phm
Tm tt kt qu
Mu sc yu thch & t c yu thch nht
Nhn chung, mu sc ph bin & c yu thch l cc mu , xanh nh & xanh da

tri. Mu en cng l mu c nhiu ngi quan tm trong chia u cho c hai cc
thch v khng thch.
Mu vng l mu t c la chn nht, c bit khu vc HCM.
Cm nhn v mu sc
Theo nhng ngi c phng vn, mu tng trng cho Hnh phc, s gi cm,
hin i, s xa hoa, tic tng, nhng sn phm cng ngh cao v c hiu xut cao. Hn
na, mu cn c coi l mu ca thi trang v tng trng cho nhng ngi t tin.
Mu hng cng c coi l mu tng trng cho hnh phc & s gi cm. Mi ngi
cng nhn bit rng nhng thc phm v ung c mu v mu hng th s mi v
ngon
Ngoi mu , mu en cng c xem l tng trng cho nhng sn phm cng ngh
cao v c hiu xut cao, v cng l mu tng trng cho nhng ngi kin nh,
nhng mc khc n cng tng trng cho s xui xo v nhng iu cm k
Mu xanh nh & xanh da tri l nhng mu tng trng cho s thn thin vi mi
trng, hy vng. Hn na, nhiu ngi cng cho rng mu xanh nh mang n cho h
cm gic an ton.
Mu trng mang n s tinh khit, trong trng, lng t trng v nhn phm
Nhng mu nh nhng nh trng hng lm ngi ta lin tng n: tr s sinh, tr em
trong khi mu lm h lin tng n tui thiu nin.
Tm tt kt qu
Mc quan trng ca mu sc khi la chn v mua sn phm
Nhn chung, mi ngi u cho rng mu sc rt quan trng trong vic chn mua
mt sn phm. c bit i vi cc sn phm, hng ha nh xe hi, xe gn my,
mu sc bn ngoi ca ngi nh v i vi in thoi/in thoi thng minh
HCM, mu sc rt quan trng trong quyt nh mua xe hi, xe gn my, mu
bn ngoi ngi nh. Tng t, ti H Ni, mu sc cng quan trng khi la chn
mua xe hi, xe gn my, mu bn ngoi ngi nh v in thoi/in thoi thng
minh
i vi xe hi, mu sc c mi ngi a thch nht l mu en, trng hoc xm
nh. Mu en, v mu trng c mi ngi la chn cho xe gn my. Trong
khi cc mu nh xanh nh, xanh nh va (mu bu tri) & mu xanh l nh
c la chn cho mu sc bn ngoi ngi nh.
NI DUNG
La chn mu sc

la chn v mua sn phm
Mu sc yu thch nht
Total
HCM
H ni
%
16.3
17.0
15.0
(c chua)
en
12.7
9.7
10.0
18.0
10.0
Xanh nh
Xanh nh va (bu tri)
9.0
8.0
9.5
7.7
9.0
6.0
5.3
5.0
5.0
Hng
Vng
5.0
6.5
5.0
5.5
6.0
5.3
3.7
3.0
5.0
3.0
4.0
5.0
1.0
22.3
20.5
Xanh
Trng
Xanh l cy
26.0
Xanh chanh l cam

Khc
N=300
N=200
N=100
Mu c nhiu ngi HCM yu thch nht, trong khi mu en li c

yu thch nhiu hn H ni.
3 mu sc ph bin v c yu thch nht ti c 2 thnh ph l mu ,
mu en v mu xanh nh.
Mu khng thch nht

Total
HCM
H ni
%
14.0
9.0
5.0
4.7
4.0
3.7
3.3
3.3
2.7
2.3
12.5
17.0
en
Vng
12.0
3.0
4.0
(c chua)
5.5
6.0
Nu
4.0
2.0
Mu kem
14.0
Tm
4.0
5.5
5.5
5.0
4.0
2.0
2.5
Xanh chanh l cam

Trng
20.7
Xm m
24.0
47.0
Tm xanh
Khc
27.3
17.5
Khng c
N=300
N=200
N=100
Tuy nhin mu en l mu kh nhy cm, n cng l mu nhiu ngi khng

thch nht, c bit l H ni.
Ba mu c nh gi l khng thch nht l : mu en, mu vng v mu
(mu c chua)
Mu trc y thch nht
Total
17.0
HCM
H ni
17.5
16.0
%
(c chua)
en
12.0
9.5
11.0
12.0
8.0
9.5
6.7
5.0
3.0
8.5
7.0
6.5
5.0
Xanh
6.0
Vng
6.7
5.3
5.0
3.3
3.3
21.7
17.0
Xanh nh
Hng
9.0
5.5
5.5
5.0
2.5
21.0
23.0
Xanh nh va (bu tri)

Trng
Tm
Xanh l cy
Khc
N=300
N=200
N=100
L do la chn mu thch nht
(c chua)
Mt m
Du dng
Thun khit/trong
trng
6.3
Sc sng mnh lit
8.2
Ph hp vi ti
3.4
6.9
30.4
13.0
10.3
25.0
18.8
16.7
6.3
17.2
6.9
16.7
6.3
4.3
Huyn b
4.2
25.0
28.6
8.2
3.4
8.3
2.0
Hnh phc/vui v
24.1
4.2
8.3
4.3
10.2
3.4
13.0
16.3
31.0
25.0
17.4
6.1
May mn
Mnh m
39.1
4.1
Thi trang
Thn thin mi
trng
12.5
Xanh nh
33.3
25.0
10.2
Gi cm
Hy vng/tin tng
25.0
26.1
20.4
Mu xanh nh va
(bu tri)
Xanh
13.0
2.0
Ti
Tr trung
Hng
4.2
6.9
18.8
10.3
6.3
2.0
8.2
3.4
6.3
Based on total respondents, N=300
L do la chn mu thch nht

Xanh
l cy
Mt m
9.1
Ti
9.1
22.2
18.2
Thun khit/trong
trng
9.1
Gi cm
9.1
Thi trang
9.1
Hy vng/tin tng
Xanh chanh
l cam
12.5
33.3
Tr trung
en
33.3
25.0
Du dng
22.2
6.3
60.5
11.1
33.3
81.3
12.5
27.8
18.2
May mn
12.5
21.1
22.2
10.5
11.1
5.6
11.1
5.6
Hnh phc/vui v
6.3
2.6
11.1
16.7
Sc sng mnh lit
18.2
Ph hp vi ti
18.2
11.1
11.1
2.6
Huyn b
11.1
23.7
Thn thin mi
trng
Mnh m
Trng
Vng
18.2
9.1
5.6
5.6
34.2
11.1
L do thay i mu thch nht

(c
chua)
Khng mnh m/yu ui
Xanh nh
Xanh l
va (bu
cy nh
tri)
Hng
20
17
33
Khng p
Vng
en
Xm nh
%
25
20
33
25
20
33
Nhn khng sch s
67
Mu khng mnh m trong tnh yu
33
33
D phai mu
33
33
Sc s
20
17
Ti
20
33
Khng sang trng
20
Thay i theo tui/thi gian
20
25
25
20
NI DUNG
La chn mu sc

la chn v mua sn phm
Overall Mu tng ng vi nhng cm nhn
Mu tng ng vi nhng cm nhn

Mu sc phn
nh: thm m,
phong cch,
tnh cch &
thm ch l tnh
trng x hi vi
nhng sn
phm c nht
v mu ca
chng.
Mu sc phi
hp vi sn
phm c th
lm tng gi tr
thm m v
nng cao gi
tr tinh thn
ca con ngi.
i vi nhng
ngi chu nh
hng ca bi
ton, th mu
sc l mt
trong nhng
yu t nh
hng ti s
mnh ca h.
Mu sc kt hp vi qun o, phong cch, thi trang, xe hi, xe

my, thit k ni tht,n l mt trong nhng yu t chnh nh
hng ti la chn ca h.
C khch hng nam v n u khng nh rng h s khng mua
sn phm nu nh khng c mu h thch nht.
Khch hng t mu sc h thch nht cho nhng sn phm: xe
hi, ni tht,
Based on FGDs in HCM
NI DUNG
La chn mu sc

la chn v mua sn phm
Overall Mc quan trng ca mu sc

Xe t (4 ch)
69.7
Mt ngoi ngi nh
26.3
62.7
Xe m t
41.3
49.0
My tnh (my tnh bn v my tnh xch tay)
39.0
Mi nh
38.7
35.7
5.7
42.7
42.3
Thc phm b sung (mu thc n, khng phi mu bao b)
4.0
36.7
53.0
in thoi di ng/in thoi thng minh
dng em b
49.3
8.3
51.3
44.7
47.3
9.7
16.7
17.0
T lnh
30.3
Nc hoa (mu bao b)
29.3
TV
27.7
60.7
11.7
My git
27.7
60.7
11.7
Rt quan trng
Kh quan trng
59.0
50.0
10.7
20.7
Hon ton khng quan trng
HCM Mc quan trng ca mu sc

%
Xe t (4 ch)
70.5
Mt ngoi ngi nh
23.5
67.0
Xe m t
32.5
56.5
36.0
47.0
40.5
47.0
41.5
41.5
Mi nh
40.5
dng em b
39.5
My git
31.0
Nc hoa (mu bao b)
31.0
T lnh
30.0
TV
29.0
Rt quan trng
Kh quan trng
6.0
7.5
11.5
46.5
42.5
35.5
52.0
44.5
54.5
53.5
12.0
17.0
25.0
17.0
24.5
15.5
17.5
Based on HCM respondents, N=200
H ni Mc quan trng ca mu sc
%
Xe t (4 ch)
68
32
Mt ngoi ngi nh
54
45
53
47
Xe m t
46
44
Mi nh
35
T lnh
26
TV
25

My git
Rt quan trng
23
21
Kh quan trng
55
68
28
Nc hoa (mu bao b)
52
49
31
dng em b
71
61
13
75
71
78
6
1
Based on Hanoi respondents, N=100
3 mu ph bin nht
Overall Mu sc ph bin
%
Xe t (4 ch)
61
Xe m t
45
Mi nh
Mt ngoi ngi nh
15
20
37
16
9
13
T lnh
10
23
15
36
31
dng em b
12
76
Nc hoa (mu bao b)
11
64
My git
10
43
TV
11
10
64
13
19
13
10
12
11
48
9
15
3 mu ph bin nht
HCM Mu sc ph bin
%
Xe t (4 ch)
55
Xe m t
49
Mi nh
Mt ngoi ngi nh
18
19
30
13
17
16
T lnh
15
28
18
31
37
7
11
77
dng em b
10
61
My git
Nc hoa (mu bao b)
14
42
TV
16
11
67
18
24
14
11
14
65
9
5
3 mu ph bin nht
H ni Mu sc ph bin
%
Xe t (4 ch)
73
Xe m t
38
21
Mi nh
51
Mt ngoi ngi nh
15
14
TV
45
9
19
58
12
11
14
15
74
dng em b
14
71
My git
Nc hoa (mu bao b)
15
3
47
T lnh
12
13
16
6
8
35
3 mu thch nht
Overall Mu thch nht
%
Xe t (4 ch)
48
Xe m t
33
Mi nh
31
Mt ngoi ngi nh
17
8
20
10
T lnh
26
54
13
16
12
16
34
54
dng em b
8
17
Nc hoa (mu bao b)
54
My git
10
42
TV
17
12
9
16
15
11
6
9
12
13
40
7
16
3 mu thch nht
HCM Mu thch nht
%
Xe t (4 ch)
48
Xe m t
18
34
Mi nh
20
25
Mt ngoi ngi nh
12
21
T lnh
12
20
32
14
57
13
19
9
15
59
dng em b
18
30
Nc hoa (mu bao b)
11
54
My git
11
43
TV
11
10
7
9
16
13
54
4
6
3 mu thch nht
H ni Mu thch nht
%
Xe t (4 ch)
49
Xe m t
31
Mi nh
11
18
42
TV
12
13
54
My git
44
44
dng em b
13
17
T lnh
Nc hoa (mu bao b)
45
Mt ngoi ngi nh
14
13
15
10
14
18
14
19
19
47
12
12
6
9
5
13
35
Overall- Kt lun mu ph bin v mu thch nht

Mu ph bin
Mu thch nht
Xe t (4 ch) 61
48
Xe m t 45
33
Mi nh 37
31
Mt ngoi ngi nh 16
20
T lnh 43
TV 64
42
My git 36
in thoi di ng/in thoi thng minh 76
34
64
Thc phm b sung (mu thc n, khng phi 13

mu bao b)
54
54
54
3
Nc hoa (mu bao b) 19
16
dng em b 48
40
a phn khch hng chp nhn v hi lng vi mu ph bin ca 12 sn phm theo danh
mc trn (mu sn phm ph bin trn th trng cng l mu c khch hng nh gi l
thch nht).
Tuy nhin c v nh mu xanh nh cho mt ngoi ngi nh c hi lng nht.
Mu sc trong cuc sng hng ngy

Giy, xe hi, go, o qun, ng
phc, gy, tng, ni tht,...
o qun, m phm, giy

dp, hoa, thc n,
Cuc sng
hng ngy
Bu tri, biu tng, ng

phc, xe c, nh ca,
Cy ci,tri cy, thin

nhin
Xe hi, xe c, TV,
my vi tnh, o qun
Nhng sn phm cng

ngh cao,
Mu xu hng
1
Hu ht mi ngi u
nhn thy mu cam l
mu xu hng ca
nm 2012. S nhn
thc ny c c t
cch h thy c
nhng mu qun o
trong ca hng thi
trang, chng trnh
trnh din thi trang,
tin tc trn TV, tp ch,
internet,
Ngoi mu cam, th
mu xm v mu xm
nh cng c nhiu
ngi n ng la
chn, bi v h ngh
rng trong mt vi nm
ti, bao gm nm 2012
l thi k ca cng
ngh cao, do mu
cng ngh cng s l
mu xu hng.
Mu xu hng trong
mt vi nm ti l mu
t nhin hoc nhng
mu mi c nht:
Xanh, xanh nh (mu
ca bu tri), xanh l
cy, xanh chanh l cam
(mu ca t nhin)
3
Mu vng, mu vng
ca vng (sng,thu ht
v chin thng), v mu
bch kim (hin i,
chin thng) c cho
l nhng mu mi v li
cun, chng c th tr
thnh xu hng trong
mt vi nm ti , bi v
xu hng l mt vng
trn lp li theo cc
nm gia mu nng v
mu lnh
Mc d mi ngi u nhn bit tt v mu xu hng nhng khng phi

tt c h u theo xu hng. H ch la chn mu khi:
N hp vi sn phm
N l mu h thch nht
N ph hp vi phong cch, thn hnh, v mu da.
N ph hp vi ng cnh
Lin lc vi chng ti nhn c thng tin th trng min ph

File reports hng thng t Viettrack
Video clip th trng hng qu thng qua Vietinsight
Thng tin lin lc:

Mail to: viettrack@fta.com.vn
Call: 84 8 3514 2584, ext: 116
for Ms. Dang Thi Thu Thao CRM Department
Or visit: www.ftaresearch.com
Thank you
Thank you

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Market research top-line

Viettrack l bn tin nghin cu hng thng ca FTA Research & Consultant, vi mc

Chng ti hy vng rng Viettrack s gip cc nh sn xut v tip th thu hiu c

Viettrack thng 4/2012 c thc hin:

Mc quan trng ca mu sc khi

Nhn chung, mu sc ph bin & c yu thch l cc mu , xanh nh & xanh da

Mc quan trng ca mu sc khi

Xanh chanh l cam

Mu c nhiu ngi HCM yu thch nht, trong khi mu en li c

Mu khng thch nht

Xanh chanh l cam

Tuy nhin mu en l mu kh nhy cm, n cng l mu nhiu ngi khng

Mu trc y thch nht

Xanh nh va (bu tri)

L do la chn mu thch nht

Sc sng mnh lit

Based on total respondents, N=300

L do la chn mu thch nht

Sc sng mnh lit

Based on total respondents, N=300

L do thay i mu thch nht

Khng mnh m/yu ui

Nhn khng sch s

Mu khng mnh m trong tnh yu

Khng sang trng

Thay i theo tui/thi gian

Based on total respondents, N=45

Mc quan trng ca mu sc khi

Overall Mu tng ng vi nhng cm nhn

Based on total respondents, N=300

Overall Mu tng ng vi nhng cm nhn

Based on total respondents, N=300

Overall Mu tng ng vi nhng cm nhn

Based on total respondents, N=300

Mu tng ng vi nhng cm nhn

Mu sc kt hp vi qun o, phong cch, thi trang, xe hi, xe

Mc quan trng ca mu sc khi

Overall Mc quan trng ca mu sc

My tnh (my tnh bn v my tnh xch tay)

Thc phm b sung (mu thc n, khng phi mu bao b)

in thoi di ng/in thoi thng minh

Nc hoa (mu bao b)

Hon ton khng quan trng

Based on total respondents, N=300

HCM Mc quan trng ca mu sc

in thoi di ng/in thoi thng minh

Thc phm b sung (mu thc n, khng phi mu bao b)

My tnh (my tnh bn v my tnh xch tay)

Nc hoa (mu bao b)

Hon ton khng quan trng

Based on HCM respondents, N=200

in thoi di ng/in thoi thng minh

My tnh (my tnh bn v my tnh xch tay)

Thc phm b sung (mu thc n, khng phi mu bao b)

Nc hoa (mu bao b)

Hon ton khng quan trng

Based on Hanoi respondents, N=100

in thoi di ng/in thoi thng minh

My tnh (my tnh bn v my tnh xch tay)

Nc hoa (mu bao b)

Thc phm b sung (mu thc n, khng phi mu bao b)

Based on total respondents, N=300

in thoi di ng/in thoi thng minh