Vietnamese Kids' Behaviors

Market Research
April- 2010
HCMC
HA NOI
HIGHLIGHTS:
VIETNAMESE KIDS BEHAVIORS

Top 10 TVCs ranking
About
Viettrack is a monthly market research developed by FTA Research & Consultant, the representative of ESOMAR in Vietnam.
Viettrack is done according to ISO 20252:2006, the international quality standard in market research and ESOMAR Code of Conduct.
Viettrack aims to:

Provide snapshots on Vietnam consumers based on 400 Vietnamese consumers across 2 key cities (HCMC = Hanoi = 200 respondents, SEC = ABC, randomly selected, age = 16 - 50) ( p , , y , g ) Explain market research terms, usage, application, methodologies for Vietnam market Introduce new developments in market research worldwide and Asia Pacific region. Interact with marketers in Vietnam on approach and direction for the most effective and valuable for investment use of market research. Eventually, this would help reduce marketing failures and expand the market research industry in Vietnam
Momsactivities
Daily routine
6 9AM Wake up & do personal cleanliness Prepare breakfast for husband & kids Take kids to school Go to workplace (for office lady only) Clean & cleanse home, wash dishes, wash clothes Go to wet market or supermarket to buy food. Come back home and prepare lunch Have lunch
9 12AM
12 3PM
3 6PM
Take a rest/ take a nap Watch TV or read newspaper/ magazines Prepare meal for family Take kids from school
6 9PM 9 12PM
Have dinner with family (husband & kids) Watch TV Take a bath Go around the city, go to the park or supermarket with husband & kids Go to sleep
Weekdays & weekend

WEEKDAY Do housework: clean & cleanse home, wash dishes, wash clothes, go to the market & prepare meals etc meals, etc. - Go to work (for working woman) - Take care of children: take kids to school, school feed & take a bath teach bath, lessons & homework, etc. - Entertain & relax by watching TV, listening to music, read newspapers & magazines magazines. Housewives often spend all day for their housework while working women spend time for housework in early morning & after working hours. WEEKEND - Do housework as usual - Cook special meals for family with new dishes to give family new tastes - Go out for a rest: go to the parks with kids go to visit relatives go kids, relatives, out with friends, go for a walk with husband & kids. - Go out for dinner - Picnic/ have a short trip far from the city They often spend more time for their children at weekend to make them relax & feel free after a week with work & study hard
TAKINGCAREOFFAMILYISARESPONSIBILTY&FAVORITEHOUSEWORKOF WOMAN
Mediabehaviors&touchpoints
THEY ARE MOSTLY FAMILYORIENTED. BESIDES WORKING, THEY SPEND MOST TIME IN HOUSEWORK LIKE COOKING, WASHING, CLEANING, & TAKING CARE OF THEIR CHILDREN. HOWEVER, ALL WANT TO ENJOY THEIR PRIVATE TIME BESIDES THE TIME SPENDING ON TAKING CARE OF FAMILY BY READING MAGAZINES OR NEWSPAPER, WATCHING TV & EXPLORING INTERNET TO UPDATE NEW THINGS WHICH ARE NECESSARY FOR THEIR LIFE. ALSO ,IT IS THE WAY TO KEEP THEM IN TOUCH WITH THE OUTSIDE SOCIETY. THE WAY THEY CHOOSE TO GET IN TOUCH DEPENDS ON ITS CONVENIENCE, EASE AND POPULARIZATION.
NEWSPAPER & MAGAZINES

Provide many fresh news, hot news updated day by day Provide many life style tips such as cooking, make-up, shopping, price . . necessary for these women to apply them into their daily work in order to take good care of themselves and their family. Favorite magazines & newspapers: - Tiep Thi & Gia Dinh - The Gioi Phu Nu - Tuoi Tre - Cong An - Thanh Nien
TV
Releaseboringfeeling Relax Updatenews Killtime - Favorite program: Vietnamese film, gameshow (Di tim an so, Vuot len chinh minh ) so minh), - Favorite channels: HTV7, HTV9, VTV3, VTV2, VTV1, SCTV9, VCTV1
INTERNET
Update news Relax Search & look into necessary information Keep in touch with outside society Favorite websites: - tuoitre.vn - vnexpress.net
Kidsactivities
Daily routine
6 9AM Wake up & do personal cleanliness Have breakfast at home or at school Go to school Have a break time: have breakfast, play with friends, read comic, have snacks (snack, milk tea, soft drink, bnh trng trn). Come back home Have lunch Take a rest/ take a nap Watch TV or read comic Play with toy (barbies, superman), play with neighbors Drawing Surf the internet: chatchit, search information, play game online. Have snacks: drink milk, eat spoon yoghurt, cheese, snack. Have dinner with parents Go to extra class: English, drawing, preelementary Watch TV, read comic, playing, drawing. T k a b th Take bath Go around the city, go to the park or supermarket with parents or go to grandpa/grandmas house. Go to sleep
9 12AM 9 12 AM
12 3PM
3 6PM
6 9PM 9 12PM
Kidsactivities
SCHOOLTIME
Go to school
Activities at home: Eat & drink, do homework, take a rest
Watch TV, listen to music, play game
Surf the internet, chatchit, read comic online, play game online
MOSTOFKIDSFROM612YEARSOLDAREFULLDAYSCHOOL(BN TR)SOTHEYALMOSTSPENDTHEIRTIMEINSCHOOL TOSTUDY.THEYDONTHAVEMUCHTIMETOJOINOUTSIDEACTIVITIES. THETIMEFORENTERTAINMENTISNOTMUCH& OFTENHAPPENSINTHEEVENING.
Kidsactivities
HOLIDAYTIME
INSIDE Eat & drink, do homework, take a rest Play with toy Watch TV, listen to music, play game Surf the internet, chatchit, read comic online, play game online, drawing OUTSIDE Go to supermarket with parents Picnic or hangout far the city with family Visit grandpa/ grandmas house Have extracurricular activities drawing, martial, swim course Go to Dam Sen park Suoi Tien park, Tien Go shopping with sister like
THE KIDS HAVE MORE FREE TIME AT WEEKEND SO THEY CAN JOIN MANY ACTIVITIES BOTH INSIDE & OUTSIDE. BESIDES, THE PARENTS ALSO WANT THEIR KIDS TO RELAX & FEEL FREE & COMFORTABLE AFTER A HARD STUDYING WEEK SO THEY SPEND MORE TIME TO JOIN WITH THEM LIKE GO TO SUPERMARKET, THE PARK, THE ZOO OR THEY ORGANIZE A SHORT OR LONG TRIP TO SUPERMARKET PARK SOMEWHERE FAR FROM THE CITY. THIS IS THE BEST PERIOD TO SHARE TOGETHER, PLAY TOGETHER & COME CLOSER SO THE PARENTS CAN UNDERSTAND THEIR KIDS DEEPLY & SUPPORT THEM TO PHYSICAL DEVELOPMENT IN THE FUTURE. BUILD & MAINTAIN RELATIONSHIP BETWEEN FAMILY MEMBERS, ESPECIALLY THE KIDS
Decision maker map Decisionmakermap

MOMS
Clothes & Personal care & Food & HH care beverage accessories
Stationery St ti Stationery Kid toys Personal care & HH care Kid toys Food & beverage Clothes & accessories
KIDS FROM 6-10 Y.O
KIDS FROM OVER 11 Y.O
Snackinghabit
THEREAREABITDIFFERENCESBETWEEN611YEARSOLD&OVER11YEARSOLDINSNACKINGHABIT
6 10YEARSOLD
More nutritious Provide more nutrition C eate f eshness Create freshness Good for health At this age, they are small so they cannot decide by themselves so their moms play an important role in choosing kinds of snacking for daily consumption of them. Moms focus on foods which are good for health support physical health, development. Moms are main decision maker in choosing for snacking
OVER11YEARSOLD
Avoid/release boring feeling Have fun with friends Ha e man fla o s in one Have many flavors Feel fresh Their faculty of thought & reason are higher so they can decide what they want to do or eat eat. They have many subjects in school, they feel tired & boring so they choose foods can make them release boring feeling & create freshness too. They are main decision maker in choosing for snacking snacking.
Snackingrepertoires
They often consume.. for snacking
Kids from over 11 years old prefer
Bnh trng trn
Fried fish ball
Milk tea
Snacks
Ice-cream
Snacks
Fruits
Cheese
Yoghurt
Kids from 6 10 years old prefer
PROVIDEMORE NUTRITION
Snacking repertoires Snackingrepertoires

Have many flavors in one: sour, salty, sweet & peppery good taste Avoid/release boring feeling
AVOIDBORING
Have a lot of flavors Provide nutrition Good for health Create freshness
Cold, both sour & sweet Have a lot of flavors Provide nutrition Good for digestion & health Create f h C freshness
Avoid/release b i f li A id/ l boring feeling Good taste
Good taste Have a lot of flavors Create freshness
Provide nutrition Good for health Create freshness
Have a lot of flavors However, easy to teeth decayed Sweet & cold Have a lot of flavors: strawberry, chocolate, taro Create freshness
make
Have a lot of tastes: sour, sweet Have a lot of flavors Provide nutrition: vitamin, protein Good for health Create freshness
Mediabehaviors&touchpoints
FORKIDSBORNIN21ST CENTURY,MEDIAISANINDISPENSABLEPARTOFTHEIRLIFE,ESPECIALLYINTERNET.ITBRINGS THEMTOUNREALANDIMAGINATIVEWORLDINWHICHKIDSCANDOEVERYTHINGTHATTHEYWANTTODOINREAL LIFE,ALSOTHEYFINDITINTERESTINGANDFUNNY.THATSWHYTHEIRPARENTSDONTWANTTHEMUSEITALOT& CHECKCAREFULLYWHENTHEYACCESSTHEINTERNET CHECK CAREFULLY WHEN THEY ACCESS THE INTERNET
NEWSPAPER & MAGAZINES

Be suitable at their age Update news & look into information which is suitable for them Favorite magazines & newspaper: - Khan quang do - Hoa hoc tro - Rua Vang Releaseboringfeeling Relax Killtime
TV
- Favorite program: cartoon, music, Korean film, Gia nh php thut - Favorite channels: HTV7, HTV9, VTV3, Disney channel, cartoon network, Yan TV
INTERNET
Expand friendship network (chatchit, make friend) Update news Play game online, listen to music online/film online to relax & enjoy Favorite websites: - zing.vn - YanTV - Game online - Yahoo!Messenger
KIDS BEHAVIOR
Study behavior Shopping behavior Eating behavior Entertainment behavior Summer entertainment behavior Preferred promotion programme Media channels Idols Id l
Viettrack complies ISO 20252:2006, the international quality standard in market research
Parents concerns when look after & bring up their kids

Recently, children health, children study & Characteristic and personality development are y, , y p y p three big issues that most of parents are concerning to.
TOTAL Children health Children study Child t d Characteristic and personality development Weight and physical growth Form good habits for their children (reading books, logical thinking ability,) Be a good example to their children Teach their children spend money in the right way Be less well-equipped than their friends Nurture their children through nutritious food
N=400
70 86 99 96
HCMC
100
HANOI
%
97
95 82
99 93
83
66
82
84
77
67
51
61
77 80
62 55
61
46
53
51
56
N=200
N=200
Viettrack Market Research - April 2010
Q. What are parents concerns about breeding their children?
Added courses that kids join in school year

Maths, English, Literature are three main subjects that most of kids have to improve by joining to added courses
TOTAL Maths English Literature Sports (swimming, martial classes,) Computer courses Art courses (painting, beautiful letters,) Course for aptitude courses (dancing, playing musical instruments, singing,..) Physics Chemistry No added courses
24 14 14 11 7 5 2 18 42 16 13 10 5 7 4 1 21 7 6 3 14 16 21 19 60 41
HCMC
59
HANOI
%
61 44 3 37
N=400
N=200
N=200
Q. What are added courses which children usually take in school year?
The frequency of studying added courses in a week Total

General, the frequency of studying added courses is around 2 times per week A
Means
2.1
1 5 times/ week 50 74 2-3 times/ week 75 50 Below 2 times/ week 26 50 27 53 49 25 56 73 50 47 56 51
B
1.8
C
1.4
D
1.9
2
E
2.1
F
1.8
G
1.7
H
1.8
I
1.8 %
43
44
N=240
N=20*
N=8*
N=96
N=168
N=56
N=28*
N=44
N=56
A- Maths B - Physics C - Chemistry D - Literature E Language courses F Computer courses G Course for aptitude courses (dancing, playing musical) (*) Small Base H - Art courses (painting, beautiful letters,) I - Sports (swimming, martial classes,)
Q: What is the frequency of studying added courses in a week? Viettrack Market Research - April 2010
The frequency of studying added courses in a week? HCM

At HCMC, the frequency of studying added courses is around 2.5 times per week A
Means
2.5
1 5 times/ week 60 73 2-3 times/ week 98 100 100 83 95 75 63
B
2.5
C
2.5
D
2.4
4
E
2.4
F
2.1
G
1.9
H
2.1
I
1.9 %
Below 2 times/ week 1 13 5
40 27 25
37
N=118
N=8*
N=2*
N=32*
N=82
N=20*
N=14*
N=10*
N=26*
The frequency of studying added courses in a week? HN

The frequency of studying added courses of Hanoians kids is less than Saigonese ones. It is around 1.5 per week. A
Means (time/week)
1.6
B
1
C
1
D
1.6
E
1.6
F
1.5
G
1.4
H
1.7
I
1.6 %
2-3 times/ week
39
38
41
33
29 47
38
100 61 Below 2 times/ week
100 71 53
62
59
67
63
N=122
N=12*
N=6*
N=74
N=88
N=42
N=14*
N=38
N=32*
KIDS BEHAVIOR
Decision makers
Parents are main decision makers in most of issues related to kids' studying and entertainment. Kids Kid are main d i i makers i j k f d b kf t i decision k in junk food, breakfast.
TOTAL Going out on summer holiday Kids Kids toy Clothes, shoes purchase Going out at weekends Junk food Breakfast Sports (swimming, martial classes) Clubs (drama, poetry, storytelling,) Aptitude courses (dancing, singing,..) Computer courses Language study Added Add d courses (maths, physics ( th h i Buying learning facilities
37 24 32 33 27 30 66 65 0 70 31 33 37 56 50 27 1 2 32 34 38 33 1 1 4 14 6 9 24 26 63 35 1 35 45 46 34 29 21 22 19 16 2 37 27 9 5 26 38 36 39 39 59 62 60 39 26 3 38 57 50 25 2 27 33 34 34 2 6
HCMC
63 33 1 33 44 47 33 25 37 28 19 6 22 25 23 35 54 48
HANOI
62 37 1 38 46 30 38 37 100 26 39 59 9 59 36 41 39 15 7 35 39 27 25 2 5 9 5 11 2 21 3 2 2 43 35 40 37 27 8 15 1
18 18 1 9 17 30 28 32 32 29 37 14 3
21 2 5 2 26
N=400
Children are main decision makers
N=200
N=200
Other family members suggest, children are main decision makers Other family members are main decision makers Parents suggest, children are main decision makers Parents are main decision makers
Q: Who are main decision makers to children activities ?
Places buying learning facilities

Bookstore & stationery are two places where parents usually come to buy learning facilities for kids.
TOTAL Bookstore
87 52
HCMC
93 63
HANOI
78 34
Stationery store
39
85
84 23 28 8 2 39 63
87
Grocery
6
32
Supermarket
36
42
26
Market Department (Diamond, Saigon Square,...)
15
17
12 2
N=400
N=200
N=200
Buy most often Usually buy
Q: Which places do children have learning facilities bought? Q: Amongst, which is the most often place?
Places buying clothes, shoes

Moms often go to clothes and shoes store for kids, Market and supermarket to buy clothes clothes kids , Market supermarket and shoes for kids.
TOTAL
HCMC
HANOI
Clothes and shoes sotre for kids
81 52
70 36 77
98
Market
28
73 33
75 20
70
Supermarket
16
54 25
71 3
28
Department (Diamond, Saigon Square,...)
21 3 5
31
Grocery
N=400
N=200
N=200
Buy most often Usually buy
Q: Which places do children have clothes, shoes bought? Q: Amongst, which is the most often place?
The purchase frequency in a month

Learning facilities
TOTAL Means
Above 4 months/ time 3 -4 months/ time 2 months/ time 1,5 months/ time 1 month/ time 3 times/ week
1-2 times/ week 7
TP.HCM
1.00
4 2 10 10
HANOI
0.8
10 1 20 10
0.9
62 14 10
The frequency of buying clothes, shoes for kids of moms is 2 month/ time
Clothes, shoes
TOTAL
48
45 46
TP.HCM
0.7
13 3 16
HANOI
0.5
27 9
Means
Above 4 months/ time
0.6
19 6 21
15
19
10 3 8
4 months/ time 3 months/ time 2 months/ time 1,5 months/ time
N=400
N=200
N=200
25 27 7 19 1 10
28
Average, the frequency of buying leaning facilities for kids of moms is 1 month/ time
1 month/ time 3 weeks/ ti k / time
31 2
31 2 3
N=400
Q. What is the frequency of buying learning facilities for children monthly? Q. What is the frequency of buying clothes, shoes for children monthly?
N=200
N=200
%
Monthly average expenditure for children Total

Monthly average, parents spend money for kids on breakfast, buying clothes, shoes and added y g , p p y , y g , courses more than the rest. A
Means (VND)
Above 300,000 VND
B
199,020
12
C
12
D
14
E
25,360
17
F
27,884
12
G
350,740
H
179,152
6 8
I
185,960
4 9 27
K
216,840
7 13
98,160
2 13
132,560 30,340
% 183,640
6 9 19
29 33 26 36 58 30 28 44 35
200,001 - 300,000 VND 63
41
32
100,001 - 200,000 VND
54 50 47 25 6 16 3 1 4 1 2 8 40 55 44
50,000 - 100,000 VND 18 16 2 23
Below 50,000 VND
N=362
N=397
N=363
N=400
N=398
N=78
N=51
N=62
N=181
N=250
N=394
A-Buying learning facilities B-Added courses (maths, physics, chemistry,) C-Language study p D-Computer courses E-Aptitude courses (dancing, singing,..)
F-Sports ( (swimming, martial classes) l l ) G-Breakfast H-Junk food I-Going out at weekends K-Clothes, shoes purchase L-Taking care of kids health
Q. What is the monthly average expenditure on. for children?
Monthly average expenditure for children HCM

Saigonese parents spend much money for kids on breakfast, taking care of kids health & buying g p p y , g y g clothes & shoes A
Means (VND)
Above 300,000 VND
B
226,833
D
17
E
18,333
20
F
32,933
10 14
G
407,333
H
201,800
11 11
I
213,133
9 8
K
233,000
12 17
122,033
4 1 20
134,000 20,667
20
% 243,133
15 10 20
30
200,001 - 300,000 VND 39 100,001 - 200,000 VND 70 50,000 - 100,000 VND 24 5 8 3 25 16 25 20 43 35 58 60 29
51 29 45
31
44 35
51 40 1
53
Below 50,000 VND
4 1
N=200
N=123
N=89
N=24*
N=19*
N=40
N=199
N=200
N=191
N=200
N=200
(*) Small Base
Monthly average expenditure for children HN

While Hanoians parents spend much money for kids on breakfast, buying clothes & shoes and p p y , y g joining in added courses A
Means (VND)
Above 300,000 VND
B
157,300
12 21 18
C
9 11 14 10
D
5 2 8
E
35,900
72 3
F
20,310
2 7 9
G
265,850
H
145,180
7 8
I
145,200
7 8 25
K
192,600
9 12
L
94,400
9 8 17
62,350
3 2 13
130,400 44,850
38 41
200,001 - 300,000 VND
32
100,001 - 200,000 VND 50,000 - 100,000 VND
62 9 56 40 40 15 3 1 4 10 85 88 82 43 50 44 17 49
Below 50,000 VND
20
N=152
N=196
N=168
N=200
N=200
N=38
N=36
N=42
N=92
N=128
N=192
(*) Small Base
KIDS BEHAVIOR
Places where having breakfast

Kids often have breakfast at home or food store
TOTAL
HCMC
HANOI
At home
48
87
52
91
41
81
Food store
44
86
37
83
55
92
School canteen
28
31
4 25
Buy and bring breakfast to school
3 27
31
21
N=400
N=200
N=200
Most often Often
Q: Which places do children have breakfast frequently? Q: Amongst, which is the most often place?
Childrens favorite junk food

Snack, sweet cake, yogurt are three most favorite junk foods of kids.
TOTAL
HCMC
HANOI
Snack Sweet cake S t k Yogurt Confection Ice-cream Chocolate Cheese Bnh trng trn H co H co
20 32 73 72 64 58 53 43
90 76 63 71 42 57 51 50 31
89 68
91
87 52 83 47 32 6 3
N=400
N=200
N=200
%
Q. What are childrens favorite junk food ?
Places buying junk food (P10)

Groceries near by houses, At home (mother bought) and School canteen are common & Groceries houses , At bought) School canteen convenience places for kids to buy junk foods.
TOTAL Groceries near by houses At home (mother bought) School canteen Supermarket Gorceries near by school Vendors Park k Movie theatre Internet store
3 2 16 4 3 55 45 37 36 68
TP.HCM TP HCM
HANOI
%
79 64 71 51 39 43 19
85
70 73 31 35 35 25 11 1
N=400
N=200
N=200
Q. Where are places children buy junk food?
KIDS BEHAVIOR
Going out occasions

Kids are usually allowed to go out on weekends, summer holiday or holiday/ Tet
TOTAL
TP.HCM TP HCM
HANOI
%
Weekends
81
78
85
Summer holiday
76
85
64
Holiday/Tt
55
71
31
Weekday
31
43
14
N=400
N=200
N=200
Q. Which are occasions do children go out?
Places going out for weekdays

On weekdays, after studying hard at school, kids often choose entertainment activities which are simple and not take much time such as sight-seeing, going to park/ childrens house and supermarket.
TOTAL TP.HCM HANOI
%
Sight - seeing Park/ children house Supermarket To go swimming To visit relatives Movie theatre/dramatic stage
63
70
29
36
42
33
36
21
26
31
19
13
50
N=124
N=86
N=28
Q. Places where kids go out for weekdays?
Places going out for weekends

On weekends, kids are usually allowed to go to super market, park, childrens house or visiting children s relatives.
TOTAL
TP.HCM
HANOI
%
Supermarket Park/ children house To visit relatives Sight-seeing To go swimming Movie t eat e/d a a t c stage o e theatre/drama tic Museum Long-distance travelling (Vng Tu, Phan Thit, Nha Trang)
2 2 25 21 14 9 51
69 62 19 23 25 14 3 3
74 37 34 19
64
N=324
N=156
N=170
Q. Places where kids go out for weekends?
Places going out for Holidays/ Tet

Kids are usually visit relatives on Holidays/ Tet occasions or enjoy long-distance travelling such as long distance Vung Tau, Phan Thiet, Nha Trang, etc. Hanoians kids are slightly different. They often go to park or childrens house on this occation.
TOTAL
TP.HCM
HANOI
%
To visit relatives Long-distance travelling (Vung Tau, Phan Thiet, Nha Trang) Park/ children house Supermarket Movie theatre/drama tic stage To go downtown (eating icecream,) cream ) Museum To go swimming
2 29 22 18 15 10 45
66
66 57 14 22 22 18 10 3 0 7 7 10 23 3
68
77
N=220
N=142
N=62
Q. Places where kids go out for Holidays/ Tet?
Places going out for summer holidays

Kids often have a long break time on summer holidays. Hence, they are usually allowed to have long-distance travelling or visiting relatives.
TOTAL Long-distance travelling (Vng Tu, Tu Phan Thit, Nha Trang ) Thit Trang) To visit relatives Park/ children house Museum Supermarket To go swimming To go downtown (eating icecream,) Movie theatre/drama tic stage
15 15 11 10 10 9 28
TP.HCM
HANOI
%
83
42 21 17 14 13 11 10
87 2 3 9 3 3 8 6
77
N=304
N=170
N=128
Q. Places where kids go out for summer holidays?
The frequency of going out

Generally, kids usually go to super market, go sight seeing and go to park/ children house with the frequency of 4 times/ month. A
Means (times/ month)
Above 7 months/ time 5 - 7 months/ time 2 - 4 months/ time 1 time/ month 2-3 times/ month 4 times/ month 2-7 times/ week 24 12 17 19 9 7 2 31 25 30 57 10 27 1 21 19 20 11 5 24 13 36 31
B
4.4 44
32 1 33
C
1.33 1 33
5 10 10
D
0.45 0 45
E
0.3 03
F
2.61 2 61
15
G
3.89 3 89
5 11 12 11
H
3.47 3 47
11 6 6 7 24
3.83 3 83
1 32
32
33
12 6
24
37
N=540
N=420
N=276
N=176
N=520
N=552
N=436
N=208
A- Supermarket B - Park/ children house C - Movie theatre/dramatic stage D - Museum E - Long distance tra elling (Vung Tau, Phan Thiet, Nha Trang) Long-distance travelling (V ng Ta Thiet Trang ) F - To visit relatives G - Sight seeing H Go swimming
Q. What is the frequency of going out? Viettrack Market Research - April 2010
The frequency of going out HCM

Saigonese kids often go to park/ children house with the frequency of 6 times/ month. Next is going to super market and go sight seeing with the frequency of 4 times/ month. A
Above 7 months/ time 31 5 - 7 months/ time 2 - 4 months/ time 25 1 time/ month 2-3 times/ month 4 times/ month 2-7 times/ week 17 27 10 6 21 3 11 22 27 10 27 26 62 31 21 22 12 13 2 28 39
B
6.01 6 01
11 24
C
1.17 1 17
6 8 8
D
0.4 04
E
0.29 0 29
F
1.57 1 57
G
4.18 4 18
7 7 14 3 28
H
3.41 3 41
12 2 6 8 27
4.41 4 41
36
26 43 14 10
13
N=292
N=252
N=126
N=96
N=294
N=280
N=248
N=140
The frequency of going out HN

Hanoians kids usually go to museums & go swimming with the frequency of 4 times/ month.
A
Above 7 months/ time 5 - 7 months/ time 2 - 4 months/ time 1 time/ month 2-3 times/ month 4 times/ month 2-7 times/ week
B
1.74 1 74
11 4 2
C
2.36 2 36
D
0.84 0 84
20
E
0.32 0 32
10
F
4.44 4 44
6
G
3.2 32
H
4.08 4 08 %
2.85 2 85
2 34
25
25 40 44 3 29 40
48 42 23 19 3 10 2
25 72 25 13 12 10 44 80
32 7 11
17 17 8
20
N=222
N=104
N=188
N=70
N=160
N=308
N=116
N=16*
A- Supermarket B - Park/ children house C - Movie theatre/dramatic stage D - Museum E - Long distance tra elling (Vung Tau, Phan Thiet, Nha Trang) Long-distance travelling (V ng Ta Thiet Trang ) F - To visit relatives G - Sight seeing (*) Small base H Go swimming
Whom children go out with Total

Children often go out with their family members (having parents) for most of activities. Kids often go out with their friends when going to museums, sight-seeing and go swimming. A
Other family members 2
B
4
C
2
E
1
F
3
G
1
H
3
43 Family members (having parents) With neighbor friends 39 78 18 96 94
53 63
92
82
21 16 10 10
With schoolmates 4 2
4 10
25 3 3
18
N=166
N=149
N=58
N=44
N=177
N=154
N=82
N=57
Q: With whom do children go out on each occasion?
KIDS BEHAVIOR
The length of children summer holidays

For elementary students, summer period is approximate 2 months which starts at the beginning of June and ends at the middle of August annually. annually
TOTAL
Means (months) 2.2
10 12
HCMC
2.2
1 8 8
HANOI
2.1
14
month 1 month
17 31
1,5 month 2 month
32 31
24
31 14
2,5 month
22 21 24
3 month
N=400
N=200
N=200
Q. How long does a summer holiday take?
Extra-curriculum courses and activities on summer days

Last year, added courses (maths, physics, chemistry,) was a popular choice of almost parents but this year language courses particularly English as their priority based on the thought do not want their language courses children are inferior to others. Furthermore, English now becomes one of required subjects in primary schools instead of secondary schools as before.
TOTAL
66 56 53 28 16 24 18 13 11 6 5 2 2 6
4 9 9 5 4 7 7 6 5 8 15 26 27 13 21 18
HCMC
73
HANOI
%
55 60 51 29 21 30 19 19 14
Language courses Added courses (maths, physics, chemistry,) Computer courses Sports (swimming, martial classes,) Courses for aptitude (painting, beautiful letters,) Art courses (dancing, playing musical instruments, singing,..) Others (Vietnamese, literature) Don't know
44
47 53 54
39
19
N=400
N=200
N=200
This year Last year
Q: Which were extra-curriculum courses and activities children attended last year? Q: Which is extra-curriculum course, activity children are going to attend this year?
Travel destinations on summer days

In general, Nha Trang (33% agreed) and Vng Tu (30% agreed) are still the most popular destinations this year In the northern especially Hanoi because the demand for cutting down expenses is year. northern, Hanoi, still their priority, therefore dont go (with 38% agreed) stands at high rate though it seems to be lower than last year 32%
TOTAL HCMC HANOI
%
Nha Trang
14
33 17 30 34 15 13 9 6 7 8 17 37 1 21 21
44 8 49 55 3 3 6 1
17
Vung Tau Da lat Ha Long Others (Da Nang, Hoi An, HCMC,..) Dont go
21 14 6 5 18 22 38 24 56
N=400
N 200 N=200
N 200 N=200
This year Last year
Q: Where were destinations children travelled last year? Q: Where is destination children are going to travel this year?
Average expenditure on summer holidays as compared with ordinary days

72% is the agreed percentage for the increase of expenditure in
TOTAL
Means (%) Below 10% 16.17
25
HCMC
16.28
22
HANOI
15.97
30
% increase
summer days, just 2% of mothers think it would be decreased. In detail, the increase rate is popular from 10-20% (with 56% agreed). Meanwhile, increasing more than 40% is received coldly with just only 2% agreements TOTAL TP.HCM HANOI
%
From 10 - 20%
56
58
54
From 21 - 40%
16
18
13
Increase
72 76 67
Above 40%
N=286
N=152
N=134
Decrease
5 1 23 28
TOTAL
2
HCMC
8
HANOI
8.4
20
% decrease
Means (%) Below 5%

17
8.33
Equal
26
From 6 - 10%
50
100
40
N=400
N=200
N=200
From 11 - 20%
17 20
Above 20%
16
20
N=12*
N=2*
N=10*
Q. What is the average expenditure for children on summer holidays as compared with ordinary days?
Average expenditure in this summer year as compared with last year

TOTAL
17.47
22
HCMC
1706
HANOI
18.08
22
% increase
Similarly, 75% agreed with the increase of expenditure this year which against with last year. In this case, the popular increasing rate would be from 10-20% (reach 60%), just only 6% of mothers agree with above 40% is a reasonable rate above 40% TOTAL TP.HCM HANOI
%
Means (%) Below 10%
21
From 10 - 20%
60
58
64
From 21 - 40%
12
14
Tng
75 75 75
Above 40%
N=300
N=150
N=150
Gim
TOTAL
2 23 1 24 3 22
HCMC
10
HANOI
25
33
% decrease
Means (%) Below 5%
21.25
25
Nh nhau
From 6 - 10%
25
100
N=400
N=200
N=200
From 11 - 20%
25 34
Above 20%
25
33
N=8*
N=2*
N=6*
Q. What is the average expenditure for children on this summer year as compared with last summer year?Viettrack Market Research - April 2010
KIDS BEHAVIOR
Preferred promotion programs - Children

Among the five most preferred promotion programs which children like such as: cotton animal, puzzle toys, electric bicycle, comics and cartoon CD/DVD (reach 45% agreed generally), cotton animal is the program they like most (have 30% agreements)
TOTAL Cotton animal Puzzle toys Electric bicycle Comics Cartoon CD/DVD Skateboard Watch Backpack with cartoon characters Sticker pictures Scratching card
6 27 6 5 1 46 33 1 31 20 20 3 15 60 15 44 10 10 48 7 10 51 23 31 2 56 6 34 30 1 7 6 22 39 47 31 19 7 30 61 15 14 49 50 16 15 69 59 16 37 66
HCMC
37 66
HANOI
%
19 54 16 61
N=400
N=200
N=200
Like most
Like
Q: Which are promotion materials, toys and means of promotion which children prefer? Q: Amongst, which is the most favorite promotion programme? Viettrack Market Research - April 2010
Preferred promotion programs - Mothers

Meanwhile, 50% is the agreed rate of promotion package-buy 1 get 1 free, sale-off, glassware gifts gifts and cooking seasonings which are the four program mothers like most cooking seasonings Buy 1 get 1 free is the most liking program in HCMC (with 38% people agreed) and sale-off is the most preferred one in Hanoi (with 46% people agreed)
TOTAL
36 80 28 69 15 75 13 57 3 34 2 39 2 37 1 32 1 1 37 27 1 2 45 2 37 38 3 35 2 30 21 72 18 73 1 2 33 35 16 55 11 77
TP.HCM TP HCM
38 77
HANOI
%
35 86 46 90
Promotion package (ex. buy 1 get 1 free) Sales-off S l ff Glassware gifts(bowl, dish, cup,) Cooking seasonings (sugar, MSG,) Accumulate scores to get gifts Personal care items (towel, comb, toothbrush, ) Scratching card Gifts (jewelries, hairpins,)
N=400
N=200
N=200
Like most Like
Q: Which are promotion materials and means of promotion which mothers prefer? Q: Amongst, which is the most favorite promotion programme? Viettrack Market Research - April 2010
KIDS BEHAVIOR
Study behavior Shopping behavior Eating behavior Entertainment behavior Summer entertainment behavior Preferred promotion forms Media channels Idols Id l
Activities in leisure time

In spare time after school, there are some activities children want to do such as: watch cable TV channels channels and watch TV channels, simultaneously they are rated as the 2 entertainment means with watch channels most preferred at 34% and 30%. The next choice is read books stands at 22% and the forth is surf Internet with 13% children agreed
TOTAL
34 82 30 95 22 78 13 40 1 12 1 27 28 26 1 15 12 44 1 9 22 85 14 34 29 94 22 69
HCMC
35 91
HANOI
31 68 32 97
Watch cable TV channels Watch TV channels Read books Surf the Internet Read magazines Read newspapers
N=400
N 200 N=200
N 200 N=200
Like doing most Usually do
Q: What do children usually do in leisure time? Q: What is children favorite activity which they like doing most in leisure time? Viettrack Market Research - April 2010
Childrens favorite books

As for those who like reading books, comics is their most favorite choice (with the agreed rate is 83%) g , ( g )
TOTAL
83
HCMC
82 99 100 16
HANOI
%
85 97
Comics
15
Fairytale
1 12
15 71 49
63
1 12 12
Modern literature for children
Science book
1 4
1 3 6
N=308
N=170
N=138
The most favorite
Favorite
Based on children who choose code 1_E1a Q: Which is type of books do children like reading most?
Q: Which are types of books do children read usually?
Children s favorite comics

According to children preferences, the 3 comics they like most in order are: Doremon (with 33% agreed), Conan and Thn ng t Vit are in the same rate (stand at 21%). Conan Thn Vit While in HCMC, Thn ng t Vit is placed at high rate more 7% than Conan, in Hanoi the favorite rate toward Thn ng t Vit is less than Conan 25% approximately.
TOTAL
33 79 21 64 21 61 1 15 1 14 23 56 3 16 14 59 18 72
HCMC
28 72
HANOI
42 93 33 73
Doremon Conan Than dong dat viet Nu hoang ai cap N h i Dragonball Pokemon Pokemon Others (Vua phap thuat, Teppi, )
1 9 1 24 22 9
1 9 1 17 32 11
2 9 1 36 1 6
N=272
N=138
N=134
The most favorite
Favorite
Based on children who choose code 1_E2a
Q: Which are childrens favorite comics? Q: Amongst, which is the most favorite comic?
Children s favorite TV channels

Generally, top 3 TV channels regarded as the most favorite choices in both HCMC and Hanoi are: HVT7 and VTV3 are in the same rate (29% agreed) and HVT3 (reach 21%) In detail, in HCMC, HTV7 and HTV3 are the 2 main channels which are received high preferred rate at 48% and 28%. On the contrary, in Hanoi, these 2 channels just gained a small proportion of liking (below 10%) and VTV3 stands at the top with 69% agreed answer TOTAL
29 55 29 21 5 5 5 4 3 3 2 1 1 16 12 25 44 1 8 8 7 4 4 1 37 9 16 2 2 2 7 27 2 62 2 28 37 56 9 12 26 60
HCMC
48 84 2
HANOI
%
HTV7 VTV3 HTV3 Hanoi Cartoon Network HTV9 Disney Channel HTV1 VTV1 VTV2 HTV2
12 69 98
59
89
14
18
23 21
10 60
N=382
N=188
N=194
Q: Which are childrens favorite TV channels? Q: Amongst, which is the most favorite channel?
The most favorite
Favorite
Mothers favorite TV channels

According to mothers in HCMC, HTV7 is the most favorite channel (reach 57%). Meanwhile, 72% is the favorite rate for VTV3 in Hanoi.
TOTAL VTV3 HTV7 HTV9 Hanoi HTV3 VTV1 HTV1 SCTV9 VTV2
8 71 6 30 5 39 4 58 3 28 2 3 1 26 3 4 1 5 1 4 37 81 34 66
HCMC
13 69 57 92 12 92 3
HANOI
%
72 98 29 40 12 1 49 4 45 5 77 13 1 1 2 24 69
38
18
37
N=382
N=188
N=194
The most favorite Favorite
Based on children & mothers who choose code 4_E1a Q: Amongst, which is the most favorite channel?
Q: Which are mothers favorite TV channels?
Children s favorite TV programs

According to 73% agreed rate gained from children opinions, they have only 1 answer for the question which the TV program they like watching most is cartoons hi h th th lik t hi ti t
TOTAL
73 99 11 53 7 58 5 5 6
HCMC
72 99 12 60 9 58 4
HANOI
%
74 99 9 42
Cartoons Gameshow Films Childrens music Wildlife world Circus
58
47
48
45
4 24
5 27
2 19 2
28
28
28
N=382
N=188
N=194
The most favorite
Favorite
Q: Which are childrens favorite TV programs? Q: Amongst, which is the most favorite program?
Children s favorite TV game shows

In HCMC, Siu quy t hon, Nhng ngi bn nh and Chung sc on HTV7 are being watched with the favorite rate is over 17% In contrast in Hanoi most of children responded R M as the 17%. contrast, Hanoi, M only TV game show they like watching most with the agreed rate is 83%
TOTAL R M VTV 3 Siu quy t hon HTV 7 Nhng ngi bn nh HTV 7 Chung sc HTV 7 Sieu thi may mn HTV 9 y Ai thng minh hn hc sinh lp 5? HTV 2 Chuyn khng ca ring ai HTV7 No ta cng ht HTV7 Hy l b ngoan HTV 9 Ai l triu ph
17 53 14 46 12 11 41 10 32 3 29 1 1 20 1 1 21 5 38 30 46 5
HCMC
HANOI
%
83 93 5 69 20 6 62 12 2 2 2 10 2 7 2 5 2 2
24 23 19 17 17 60 14 43 42 27 27
55
N=194
N=113
N=81
The most favorite
Favorite
Q: Which are childrens favorite TV game shows? Q: Amongst, which is the most favorite game show?
Children s favorite channels on cable TV

In general, Disney channel, Cartoon network, Bibi-hot hnh and HTV3 thiu nhi are the four cable channels which children like watching most most. In HCMC, Disney channel stands at the top with 33% agreed answer and in Hanoi, Bibi-hot hnh is the most favorite channel which is received up to 41% agreed rate when asked
TOTAL Disney Channel Cartoon Network Bibi-Hoat hinh (VCTV8) HTV3 kenh thieu nhi Sao TV (SCTV3) Yeah1 TV (SCTV4) Disney-Hd Animax Star Movies HBO VTC 11
4 21 4 3 1 1 1 1 1 17 28 1 1 21 16 1 1 1 16 27 3 3 18 29 16 6 4 22 22 4 18 18 17 47 61 8 32 24 2 19 6 62 32 83 23 6 17 36 67 74 16
HCMC
33 85 7
HANOI
31 81 40 0 41 68 49
N=318 N 318
N=182
N=136
The most favorite
Favorite
Q: Which are childrens favorite channels on cable TV? Q: Amongst, which is the most favorite channel?
Mothers favorite channels on cable TV

As for mothers, HBO is not only one of the most often being watched channels (with 83% agreed) but it also is the most favorite one with the agreed rate stands at 29%. Although Star movie and Cinemax have g g received more than 60% opinions that they are regular channels, but in case of the most favorite level, it goes behind HTVC gia nh and SCTV9, because these 2 channels always have social psychological films from Hong kong, Korea,
TOTAL
29
HCMC
30 83 21 89
HANOI
%
27 72 15 49 43 0 15 15 7 66 56 12 37 24 50
HBO HTVC gia dinh SCTV9 Star movie Cinemax VTC1 Khc
19 9
47 21 41
14 10 64 6 6 30 16 10 63 8 5
54 71
27 13 13
N=318
N=182
N=136
Q: Which are mothers favorite channels on cable TV ? Q: Amongst, which is the most favorite channel?
Based on children & mothers who choose code 5_E1a
The most favorite
Favorite
Purposes of surfing on the Internet

Play online games is the main entertainment for most of children when surfing on the Internet (with 96%). Furthermore, Furthermore in HCMC listen music and watch film are chosen by the majority of children with the rate for listen music watch film each one is 53% and 32%. With a little contrary against with HCMC, Internet is used as a tool for their learn and study with 27% approval.
TOTAL Play online games Listen music Watch films Chat For learn and study Read news Log in blog/ facebook
7 25 47 96
TP.HCM
94
HANOI
%
100
53
35
32
12
21
27
18
14
27
17
20
12
11
N=156 N 156
N=88 N 88
N=68
Q. What are children purposes as surfing internet?
Time surfing on the Internet daily

The suitable time for surfing on the internet in HCMC and Hanoi is quite distinction. For children in HCMC, up to 47% children answer 18h-20h is their choice and in Hanoi although the agreed rate is 47% as the same with HCMC, the answer is 16h-18h.
TOTAL TP.HCM HANOI
%
9:00 12:00 AM
11
13
12:01 16:00 PM
10
14
16:01-18:00 PM
28
18
47
18:01-20:00 PM
44
47
38
20:01 24:00 PM
32
30
35
N=156
N=88
N=68
Based on children who choose code 6_E1a Q. What time do children surf Internet in a day?
Childrens favorite website addresses

According to those those who use Internet for playing online games, www.gamesonline.com is the popular address (with 45% agreed)
TOTAL www.gamesonline.com www.trochoivui.com www.gamevui.com www.play.zing.vn www.mp3.zing.vn www.Kenh14.vn www.nhaccuatui.com www.nhacso.net www.nghennhac.info Khc
16 50 11 7 6 29 3 13 3 2 2 14 5 5 8 7 21 10 2 2 9 2 38 43 6 8 45 73
HCMC
47 74 12 52 11 35 46 30 6 14 3 23 3
HANOI
41 71 24 47 12 44 9 3 27 12 18 12 2 38
14 2
15
N=156
N=88
N=68
The most favorite
Favorite
Q: What are childrens favorite Website addresses? Q: Amongst, what is the most favorite Website address?
Childrens favorite online games

Nha hang vui ve & Dot Kich are two favorite game online of Saigonese kids while Hanoians prefer Pikachu & Boom
TOTAL
18 39 16 29 16 34 16 27 13 33 10 19 11 9
HCMC
23 40 15 29 21 42 13 23 8 29 13 23 7 9
HANOI
9 35 18 29 6 21 21 35 21 41 6 12 19 8
Nha hang vui ve (Game zing) Dotkich Audition Pikachu Boom Dua xe lien luc dia Others
N=388
N=188
N=200
The most favorite
Favorite
Based on children who choose code 4_E9
Q: What are childrens favorite online games? Q: Amongst, what is the most favorite online game?
KIDS BEHAVIOR
Study behavior Shopping behavior Eating behavior Entertainment behavior Summer entertainment behavior Preferred promotion forms Media channels Idols Id l
Childrens favorite characters

Tom & Jerry are the 2 most favorite characters with 39% children agree, the second is Doremon approved by 15% children and the next ones are Harry Potter (with 9%), Spiderman (8%) and Ben 10 (6%)
TOTAL Tom & Jerry Doremon Harry Porter Spiderman Ben 10 Mickey mouse Pikachu Hello kitt H ll kitty cat t Others Don't know
1 1 15 9 27 8 6 20 4 3 30 3 20 12 10 2 2 9 2 2 1 59 5 3 18 12 14 5 11 12 32 25 7 7 23 57 2 4 47 39
HCMC
39 13 9 24 20
HANOI
38 18 9 32 9 4 16 61 32
85 58
83 50
87 71
N=400
N=200 N 200
N=200 N 200
The most favorite Favorite
Q: What are childrens favorite characters? Q: What is the character children like most ?
Childrens favorite singers, actors and actresses

Hoi Linh is the most favorite actor with the agreed rate is 23%. Besides, there is Xun Mai singer with the rate is 15%
TOTAL Hoai Linh Xuan Mai Dinh Toan Tang Thanh Ha Bao Thy Dan Truong Minh Hang Dai Nha Hieu Hien Others Dom't know
6 22 6 6 6 5 4 4 13 7 8 18 18 23 18 21 19 3 7 3 22 3 1 4 15 30 23 47
HCMC
31 9 17 10 37 12 8 14 59
HANOI
10 29 23 50
12 14 8 27 7 28
38 40
20 29 15
0 2 5 11 9 10 12 12
7 8 22 23
N=400
N 200 N=200
N 200 N=200
%
The most favorite
Favorite
Q: What are childrens favorite singers, actors and actresses? Q: What is the character children like most ?
Month Market Research
Your feedback and enquiry on Viettrack is highly appreciated. The next Viettrack will come in on 15th May 2010
Contact: Le Lan Phuong, CRM Department Tel: +84 8 3514 2584 Email: h E il phuongle@fta.com.vn l @ft www.ftaresearch.com 71

Vietnamese Kids&#39; Behaviors

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Vietnamese Kids&#39; Behaviors

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Market Research

VIETNAMESE KIDS BEHAVIORS

Viettrack aims to:

Weekdays & weekend

NEWSPAPER & MAGAZINES

Activities at home: Eat & drink, do homework, take a rest

Watch TV, listen to music, play game

MOSTOFKIDSFROM612YEARSOLDAREFULLDAYSCHOOL(BN TR)SOTHEYALMOSTSPENDTHEIRTIMEINSCHOOL TOSTUDY.THEYDONTHAVEMUCHTIMETOJOINOUTSIDEACTIVITIES. THETIMEFORENTERTAINMENTISNOTMUCH& OFTENHAPPENSINTHEEVENING.

Decision maker map Decisionmakermap

KIDS FROM 6-10 Y.O

KIDS FROM OVER 11 Y.O

Kids from over 11 years old prefer

Bnh trng trn

Fried fish ball

Kids from 6 10 years old prefer

Snacking repertoires Snackingrepertoires

Avoid/release b i f li A id/ l boring feeling Good taste

Good taste Have a lot of flavors Create freshness

Provide nutrition Good for health Create freshness

NEWSPAPER & MAGAZINES

Parents concerns when look after & bring up their kids

Q. What are parents concerns about breeding their children?

Added courses that kids join in school year

The frequency of studying added courses in a week Total

The frequency of studying added courses in a week? HCM

Below 2 times/ week 1 13 5

The frequency of studying added courses in a week? HN

2-3 times/ week

100 61 Below 2 times/ week

Children are main decision makers

Q: Who are main decision makers to children activities ?

Viettrack Market Research - April 2010

Places buying learning facilities

Market Department (Diamond, Saigon Square,...)

Viettrack Market Research - April 2010

Places buying clothes, shoes

Clothes and shoes sotre for kids

Department (Diamond, Saigon Square,...)

Viettrack Market Research - April 2010

The purchase frequency in a month

4 months/ time 3 months/ time 2 months/ time 1,5 months/ time

1 month/ time 3 weeks/ ti k / time

Viettrack Market Research - April 2010

Monthly average expenditure for children Total

200,001 - 300,000 VND 63

100,001 - 200,000 VND

50,000 - 100,000 VND 18 16 2 23

Below 50,000 VND

Q. What is the monthly average expenditure on. for children?

Viettrack Market Research - April 2010

Monthly average expenditure for children HCM

200,001 - 300,000 VND 39 100,001 - 200,000 VND 70 50,000 - 100,000 VND 24 5 8 3 25 16 25 20 43 35 58 60 29

Below 50,000 VND

Q. What is the monthly average expenditure on. for children?

Viettrack Market Research - April 2010

Monthly average expenditure for children HN

200,001 - 300,000 VND

100,001 - 200,000 VND 50,000 - 100,000 VND

Below 50,000 VND

Q. What is the monthly average expenditure on. for children?

Viettrack Market Research - April 2010

Places where having breakfast

Buy and bring breakfast to school

Viettrack Market Research - April 2010

Vietnamese Kids' Behaviors

Vietnamese Kids' Behaviors