Education

Base: All respondents

Client
Brand
TOTAL HCMC HANOI aware
Base 600 300 300 433
Some Primary school (Grades 1-5) 0 1 0
Complete Primary school (Grades 1-5) 0 0 0
Some Lower Secondary school (Grades 6-9) 1 3 2
Complete Lower Secondary school (Grades 6-9) 3 7 4
Some Upper Secondary school (Grades 10-12) 4 7 0 3
Complete Upper Secondary school (Grades 10-12) 25 28 21 24
Some Professional Secondary school - Primary level 0 0
Complete Professional Secondary school - Primary level 1 1 1 1
Some Professional Secondary school - Intermediate level 0 1 0
Complete Professional Secondary school - Intermediate level 10 3 17 10
Some College 2 2 2 2
Complete College 14 12 15 14
Some University 14 15 14 13
Complete University 25 21 29 27
Some Post graduate degree 0 0

Occupation
Base: All respondents

Client
Brand
TOTAL HCMC HANOI aware
Base 600 300 300 433
WORK FOR STATE SECTOR 2 1 3 2
Middle government official 0 0
Low government official 1 0 1 1
Production Worker 1 0 1 1
WORK FOR NON STATE SECTOR 47 49 44 47
Middle management 0 0 0
Low manager 2 1 4 2
Executive/Officer 36 35 38 38
Production worker 8 14 3 7
OWNER OF A COMPANY/AGENCY/FARM 1 1 1
Owner of a company/agency/farm (1- 9 workers) 1 1 1
WORK FOR THEMSELVES 27 20 34 28
Investor (real estate, stock,…) 0 0 0
Store owner/ individual establishment owner (not having 'emp 8 3 12 8
Other self-employment (professional, freelancer, own-account 20 17 22 19
PART TIME/ HOUSEWIFE/UNEMPLOYED 24 29 19 22
Student/ Apprentice 17 17 16 15
Housewife/househusband 4 8 1 5
Family workers 2 3 1 2
Unemployed 1 1 0

Marital status
Base: All respondents
 Client
Brand
TOTAL HCMC HANOI aware
Base 600 300 300 433
Never married/ Not Yet Married 44 51 36 41
Married 56 48 64 58
Widow/Widower 0 0 0
Divorced/Separated 0 1 0

Age group
Base: All respondents

Client
Brand
TOTAL HCMC HANOI aware
Total 600 300 300 433
18-24 y.o 33 36 30 31
25-29 y.o 29 30 28 27
30-35 y.o 38 34 42 41

Gender
Base: All respondents

Client
Brand
TOTAL HCMC HANOI aware
Base 600 300 300 433
Male 43 42 43 43
Female 58 58 57 57

HIB- Monthly Household Income

Base: All respondents

Client
Brand
TOTAL HCMC HANOI aware
Base 600 300 300 433
Class A5 (150,000,000VND or more) (159999999.0) 0 0 0
Class A4 (75,000,000 - 149,999,999VND) (112499999.0) 0 0 0
Class A3 (45,000,000 - 74,999,999VND) (59999999.0) 2 2 1 2
Class A2 (30,000,000 - 44,999,999VND) (37499999.0) 5 5 4 5
Class A1 (15,000,000 - 29,999,999VND) (22499999.0) 37 33 41 38
Class B7 (13,500,000-14,999,999VND) (13999999.0) 12 6 17 11
Class B6 (12,500,000-13,499,999VND) (12999999.0) 8 7 9 9
Class B5 (11,500,000-12,499,999VND) (11999999.0) 7 5 9 6
Class B4 (10,500,000-11,499,999VND) (10999999.0) 7 5 9 6
Class B3 (9,500,000-10,499,999VND) (9999999.0) 7 11 4 8
Class B2 (8,500,000-9,499,999VND) (8999999.0) 2 3 1 2
Class B1 (7,500,000-8,499,999VND) (7999999.0) 1 2 1 1
Class C3 (6,500,000-7,499,999VND) (6999999.0) 9 15 3 8
Class C2 (5,500,000-6,499,999VND) (5999999.0) 1 2 0 1
Class C1 (4,500,000-5,499,999VND) (4999999.0) 0 1 0
Class D (3,000,000 - 4,499,999VND) (3749999.0) 2 3 2
 Client Client
Client Brand Client Brand
Brand non aware but Brand current
aware not tried trialist users Lapser
167 253 180 53 127
1 1 1
1 1
1 3 4 2
2 4 3 2 4
7 2 3 5
25 25 23 19 25
1
1 2
1 1 1
8 12 8 6 9
2 1 3 4 2
14 14 13 17 12
17 11 16 25 13
22 27 26 25 26
1

Client Client
Client Brand Client Brand
Brand non aware but Brand current
aware not tried trialist users Lapser
167 253 180 53 127
1 2 2 2 2
1
1 1 2 1
1 1 1 1
46 49 44 32 50
0
2 3 2 2
32 40 34 28 37
12 6 8 4 10
1 1 1
1 1 1
25 28 27 32 25
0
5 9 7 9 6
20 19 21 23 20
28 19 26 34 23
20 12 19 28 16
3 5 4 4 5
4 2 2 2
1 0 1 2
 Client Client
Client Brand Client Brand
Brand non aware but Brand current
aware not tried trialist users Lapser
167 253 180 53 127
50 40 43 51 40
50 60 56 49 59
0
0 1 1

Client Client
Client Brand Client Brand
Brand non aware but Brand current
aware not tried trialist users Lapser
167 253 180 53 127
37 28 36 45 32
34 29 26 28 24
29 43 38 26 43

Client Client
Client Brand Client Brand
Brand non aware but Brand current
aware not tried trialist users Lapser
167 253 180 53 127
42 39 48 43 50
58 61 52 57 50

Client Client
Client Brand Client Brand
Brand non aware but Brand current
aware not tried trialist users Lapser
167 253 180 53 127
0
0
1 1 3 2 4
4 6 3 6 2
34 37 39 36 41
14 9 12 17 10
7 8 9 8 9
8 6 6 6 6
9 6 7 8 7
5 9 7 4 8
2 2 2 2 2
1 2 1 2
11 9 7 8 6
2 0 2 2
1 0
1 1 3 4 2
Categories Consumed in Past 4 Weeks
Base: All respondents

TOTAL HCM HAN

Base 600 300 300
Branded soy milk (stored in glass bottle/ paper box) 17 12 23
Branded ready to drink juice (stored in can/ plastic bottle or glass 21 20 21
Branded bottled purified water/ mineral water (above 5L) 76 80 71
Branded ready to drink tea (stored in can/ plastic bottle or glass b 32 34 29
Flavored carbonated soft drinks (orange, lemon, sarsi) 35 37 34
Cola carbonated soft drinks (CSD) 80 78 83
Energy drink (ED) 60 63 56
Sports drink 13 12 14
Ready to drink milk/ fruit milk/ flavored milk (strawberry/ orange,.. 33 26 40
Unbranded beverages (made at home or sold in coffee shops, resta 84 77 90
Branded ready-to-drink coffee 10 12 8

Categories Consumed in Past 1 Week

Base: All respondents

TOTAL HCM HAN

Base 600 300 300
Branded soy milk (stored in glass bottle/ paper box) 8 5 11
Branded ready to drink juice (stored in can/ plastic bottle or glass 6 6 6
Branded bottled purified water/ mineral water (above 5L) 56 65 47
Branded ready to drink tea (stored in can/ plastic bottle or glass b 15 17 13
Flavored carbonated soft drinks (orange, lemon, sarsi) 15 18 13
Cola carbonated soft drinks 68 71 66
Energy drink 50 56 43
Sports drink 6 6 6
Ready to drink milk/ fruit milk/ flavored milk (strawberry/ orange,.. 18 14 22
Unbranded beverages (made at home or sold in coffee shops, resta 78 68 87
Branded ready-to-drink coffee 3 4 2

Categories Consumed Most Often in Past 4 Weeks

Base: All respondents

TOTAL HCMC HANOI

Base 600 300 300
Branded soy milk (stored in glass bottle/ paper box) 1 1
Branded ready to drink juice (stored in can/ plastic bottle or glass 0 0 0
Branded bottled purified water/ mineral water (above 5L) 14 16 12
Branded ready to drink tea (stored in can/ plastic bottle or glass b 2 2 1
Flavored carbonated soft drinks (orange, lemon, sarsi) 5 5 4
Cola carbonated soft drinks 18 23 14
Energy drink 15 19 11
Sports drink 1 1 0
Ready to drink milk/ fruit milk/ flavored milk (strawberry/ orange,.. 3 3 2
Unbranded beverages (made at home or sold in coffee shops, resta 42 30 55
Branded ready-to-drink coffee 1 1 0

Consumed frequency -Carbonated Soft Drinks

Base: Those consumed Carbonated Soft Drink in Past 4 Weeks

TOTAL HCMC HANOI

Base 523 257 266
Daily/Every day (7.0) 2 4 0
4-6 times/ week (5.0) 6 10 3
2-3 time/ week (2.5) 40 46 34
Once/ week (1.0) 41 37 45
2-3 times/ month (0.4) 8 3 14
Once/ month (0.3) 2 0 3
Less often than once/month (0.1) 1 1

Mean score 1.90 2.28 1.53

Consumed frequency - Energy Drinks

Base: Those consumed Energy Drink in Past 4 Weeks

TOTAL HCMC HANOI

Base 357 190 167
Daily/Every day (7.0) 2 3 1
4-6 times/ week (5.0) 7 10 4
2-3 time/ week (2.5) 43 51 34
Once/ week (1.0) 36 26 47
2-3 times/ month (0.4) 8 6 10
Once/ month (0.3) 4 3 4
Less often than once/month (0.1) 1 2 1

Mean score 1.96 2.24 1.64

Brand Consumed in Past 4 Weeks - Carbonated Soft Drinks

Base: Those consumed Carbonated Soft Drink in Past 4 Weeks

TOTAL HCMC HANOI

Base 523 257 266
Coca-Cola 75 74 77
Coca-Cola Zero 1 2 1
Diet Pepsi 0 1
Pepsi 28 39 17
7 UP 15 22 8
Mirinda 6 11 2
Chuong Duong 2 4
Fanta 4 1 6
Sprite 4 6 3
Mountain Dew 2 2 2
Big 1 2

Brand Consumed Most Often- Carbonated Soft Drinks

Base: Those consumed Carbonated Soft Drink in Past 4 Weeks

TOTAL HCMC HANOI

Base 523 257 266
Coca-Cola 63 57 70
Coca-Cola Zero 1 2 0
Pepsi 15 19 12
7 UP 7 10 5
Mirinda 2 4 1
Chuong Duong 1 2
Fanta 2 1 4
Sprite 2 2 1
Mountain Dew 1 1 1

Brand Consumed in Past 4 Weeks - Energy Drinks

Base: Those consumed Energy Drink in Past 4 Weeks

TOTAL HCMC HANOI

Base 179 117 62
Sting 62 63 60
Red Bull 48 44 55
Number 1 11 16
Wake Up 247 4 3 5
Warrior 3 5
Carabao 1 1
Compact 1 2
M Mutant 1 1
Monster 3 4

Brand Consumed Most Often- Energy Drinks

Base: Those consumed Energy Drink in Past 4 Weeks

TOTAL HCMC HANOI

Base 179 117 62
Sting 53 54 50
Red Bull 37 32 45
Number 1 5 8
Wake Up 247 2 1 5
Warrior 1 2
Carabao 1 1
Compact 1 1
M Mutant 1 1
Monster 1 1
 Client Brand
Client Brand Client Brand aware but not Client Brand Client Brand
aware non aware tried trialist current users Lapser
433 167 253 180 53 127
18 14 17 20 23 19
20 23 22 18 23 16
76 74 81 71 53 78
33 29 34 31 34 30
35 37 32 38 42 37
81 78 72 94 100 91
57 66 58 56 45 61
13 13 12 15 6 19
32 36 31 33 38 31
83 86 84 82 77 84
10 10 10 9 6 10

Client Brand
Client Brand Client Brand aware but not Client Brand Client Brand
aware non aware tried trialist current users Lapser
433 167 253 180 53 127
9 5 8 10 17 7
6 7 6 5 6 5
57 54 60 51 38 57
15 15 17 12 15 11
16 14 14 18 26 14
70 65 61 82 87 80
46 59 49 42 28 47
7 5 8 5 7
19 16 19 18 23 17
77 80 77 76 72 77
3 4 4 2 2

Client Brand
Client Brand Client Brand aware but not Client Brand Client Brand
aware non aware tried trialist current users Lapser
433 167 253 180 53 127
0 1 0 1 1
0 1 2 1
15 11 15 15 9 17
2 1 2 1 2
5 4 5 4 9 2
18 19 13 26 28 24
13 20 16 9 4 12
1 1 1 1
3 1 4 3 4 2
42 43 43 40 42 39
 1 1 1 1

Client Brand
Client Brand Client Brand aware but not Client Brand Client Brand
aware non aware tried trialist current users Lapser
381 142 204 177 53 124
2 2 1 2 3
7 6 7 6 6 6
40 41 38 42 49 39
43 37 45 41 40 41
7 11 7 8 4 10
1 4 1 1 2 1
1 1

1.91 1.87 1.87 1.96 1.93 1.97

Client Brand
Client Brand Client Brand aware but not Client Brand Client Brand
aware non aware tried trialist current users Lapser
247 110 146 101 24 77
2 1 2 3 4
7 7 5 10 4 12
42 45 47 34 21 38
34 39 35 33 38 31
10 3 6 15 29 10
4 2 3 6 8 5
1 3 1

1.95 1.97 1.95 1.95 1.25 2.17

Client Brand
Client Brand Client Brand aware but not Client Brand Client Brand
aware non aware tried trialist current users Lapser
381 142 204 177 53 124
75 76 73 77 72 80
1 1 1 1 2
1 1
27 30 28 26 17 30
13 18 15 11 9 11
6 8 5 6 8 6
2 1 2 2 4 1
4 3 5 2 2 2
3 7 3 4 2 5
2 2 1 3 2 3
 1 1 0 1 2 1

Client Brand
Client Brand Client Brand aware but not Client Brand Client Brand
aware non aware tried trialist current users Lapser
381 142 204 177 53 124
62 68 61 62 45 69
1 1 1 1 2
16 13 19 12 4 16
7 8 9 5 2 6
2 3 2 1 2 1
1 1 2
3 2 4 1 2
1 2 1 2 2
1 2 0 1 2

Client Brand
Client Brand Client Brand aware but not Client Brand Client Brand
aware non aware tried trialist current users Lapser
123 56 62 61 12 49
64 57 69 59 42 63
48 48 40 56 83 49
11 11 11 10 17 8
5 2 2 8 10
3 4 2 5 17 2
2
1 2 2 8
1 2 8
3 2 2 5 8 4

Client Brand
Client Brand Client Brand aware but not Client Brand Client Brand
aware non aware tried trialist current users Lapser
123 56 62 61 12 49
54 48 60 49 33 53
37 38 32 41 58 37
4 7 5 3 4
2 2 2 3 4
1 2 2 2
2
2
1 2 8
1 2
Client Brand users type
Base: All respondents

TOTAL HCMC HANOI

Base 600 300 300
Client Brand non aware 28 27 29
Client Brand aware but not tried 42 40 44
Client Brand trialist 30 33 27

Client Brand trialist types

Base: Those who tried at least once

TOTAL HCMC HANOI

Base 180 99 81
Client Brand current users 29 22 38
Lapser 60 72 46
Only trialist 11 6 16

First source of awareness- Client Brand

Base: Client Brand Aware

TOTAL HCMC HANOI

Base 433 220 213
TV 26 31 20
Newspaper/ magazine 0 0
Packs in a shop/ supermarket 21 17 25
Poster at a shop/ supermarket 2 4 1
Display at a supermarket 15 13 18
At a cafeteria/ restaurant 4 4 4
Billboards 0 0 0
Website 2 3
Facebook 2 1 2
Youtube 3 2 3
Was offered a free product for trial 5 5 4
Saw the brand while free samples were being distribute 2 5
Heard about it from a friend / relative 14 11 17
Was served at a friend's / relative's place 1 1 0
Advert on Cars 0 1
Grocery store 2 0 4
Street vendor 0 0

Other source of awareness- Client Brand

Base: Ans none code 20 Q17a

TOTAL HCMC HANOI

Base 433 220 213
TV 11 12 10
Screen in the elevator 2 3
Screen in the office building 0 0 0
Newspaper/ magazine 1 1
Back of a company delivery truck 1 1
Packs in a shop/ supermarket 29 30 28
Poster at a shop/ supermarket 8 10 5
Display at a supermarket 25 20 31
At a cafeteria/ restaurant 12 13 11
Billboards 6 6 5
Website 4 6 2
Facebook 5 5 4
Youtube 7 5 8
Instagram 0 0
Was offered a free product for trial 2 3 1
Saw the brand while free samples were being distribute 3 5 2
Heard about it from a friend / relative 29 21 37
Was served at a friend's / relative's place 6 5 7
Bus station 0 0
Advert on Cars 0 1
Don't know/ Can't say (DO NOT SHOWCARD) 12 11 13
Others 1 0 2
Grocery store 1 1
Street vendor 0 0
Recommended by seller 0 0

Trigger for trial- Client Brand

Base: Those who tried at least once

TOTAL HCMC HANOI

Base 180 99 81
Provide energy/ Keep conscious 6 3 9
Quench thirst very well 1 1
Bring a new feeling 1 1
Attractive coffee aroma 2 4
Just right sweetness 1 1
Delicious taste 1 1 1
New taste 8 6 11
Have extra coffee taste 8 8 7
Unique coffee taste 1 1
Delicious coffee taste 4 9
Strong coffee taste 1 1
New coffee taste 2 4
Real coffee taste 3 4 1
Just right gas effervescence 1 1
Displayed at stores/ supermarket/ sheves where I shop 7 3 12
Recommended by friends 30 19 43
Saw TVCs 8 14
Free sample/ gift 11 17 2
Introduced/ Offered by salesman 2 2 1
Promotions/Discounts 1 2
Interesting ads so I buy for trial 1 1
New product 14 14 14

Time for first trial

Base: Those who tried at least once

TOTAL HCMC HANOI

Base 180 99 81
Less than 1 week ago (0.5) 2 2 2
More than 1 week ago but less than 1 month (1.0) 9 4 16
More than 1 month ago but less than 2 months (1.5) 16 14 19
2-3 months ago (2.5) 30 32 27
4-6 months ago (5.0) 42 47 36

Mean score 3.21 3.44 2.92

Occasions for 1st trial Client Brand

Base: Those who tried at least once

TOTAL HCMC HANOI

Base 180 99 81
Morning 1 2
Mid-morning 4 4 5
Noon 37 44 27
Mid-afternoon 46 36 57
Night 12 13 10
Late night 1 1

Place for first trial

Base: Those who tried at least once

TOTAL HCMC HANOI

Base 180 99 81
Own house 32 31 33
In someone else's home 11 5 17
Hypermarket/ Supermarket 11 16 4
Traditional grocery store 1 2
At a convenience store/ Minimart 7 12 1
Fast Food outlet - Quick Service Restaurant 2 5
Traditional eatery (small traditional Food outlet) 1 1
Traditional coffee shop 11 19
Street vendor 3 6
Quick Service Restaurants in a Hypermarket/ Supermar 1 1 1
At work/office 13 7 21
At school/college/university 6 4 7
In the street Walking 1 1 1
In a vehicle/commuting/travelling 1 1 1

Place for first purchase

Base: Those who tried at least once

TOTAL HCMC HANOI

Base 180 99 81
Hypermarket/ Supermarket 25 19 32
Traditional grocery store 29 23 36
At a convenience store/ CVS/ Minimart 19 23 15
Fast Food outlet - Quick Service Restaurant 2 5
Traditional eatery (small traditional Food outlet) 3 3 2
Traditional coffee shop 9 16
Street vendor 4 2 7
Given for free/ Given samples 4 7
Offered/ Offered by friends 2 1 2
My friend's family bought it 1 1

Consumption times
Base: Those who tried at least once

TOTAL HCMC HANOI

Base 180 99 81
Only had it once (1.0) 29 34 22
Had 2-4 times (3.0) 49 46 53
Had 5-8 times (6.5) 8 8 9
Had 9-12 times (10.5) 4 4 5
Had more than 12 times (12.0) 9 7 11

Mean score 3.85 3.54 4.23

Reason for consume more than once

Base: Those who consumed more than once
 TOTAL HCMC HANOI
Base 128 65 63
Provide energy/ Keep conscious 48 55 40
Quench thirst very well 9 6 13
Improve health 1 2
Bring coolness 1 2
Help digest better 2 3
Attractive aroma 2 3
Attractive coffee aroma 11 6 16
Strong coffee aroma 1 2
Natural/ Typical coffee aroma 1 2
Just right coffee aroma 1 2
Coffee and Coca aroma are harmonious 1 2
The aroma of coffee combining with coca is attrative 1 2
Just right sweetness 5 6 5
Delicious taste 9 8 10
New taste 5 8 2
Unique taste 2 3
Strong taste 1 2
Have extra coffee taste 10 11 10
Unique coffee taste 1 2
Delicious coffee taste 8 2 14
Strong coffee taste 2 2 3
New coffee taste 5 8 3
Coffee taste is easy to drink 2 2 2
Real coffee taste 1 2
Just right coffee taste 1 2
Just right gas effervescence 5 10
Strong gas 2 5
Carbonated soft drink 1 2