Overview of Groupon sites

in Vietnam market BPI Survey 2015

Date: 25th - 30th January 2015

Table of content

2

Research Design P.2

Respondent Profile P.4

Research Summary P.5

Detail Findings P.7

Research Design

3

Research Method Internet Sampling

Fieldwork Period 25th Jan 2015 – 30th Jan 2015

Research Area Vietnam (Nationwide)

Respondent Criteria Male & Female

Sample Size 800 samples

Survey Content 1. Frequency of visiting Groupon sites

2. Brand awareness of Vietnam groupon sites in 2015

3. The dominated groupon site in Vietnam

4. Groupon site Loyalty / Switching

5. The Brand Power Index

6. Product/Service categories purchased the most often from Groupon sites, and reasons

to buy.

7. Payment method used the most often when transacting on groupon sites.

Respondent Profile

4

37.5

62.5

Gender (n=800)

Male (n=300)

Female (n=500)

3.8

35.0 31.5

17.8

8.3

3.0 0.8

16-19 years old

20-24 years old

25-29 years old

30-34 years old

35-39 years old

40-49 years old

50 years old and older

Age (n=800)

16.5

9.0

24.1

14.6 17.4

7.1 5.5

2.6 3.1

Daily 4 - 6 times / week

2 - 3 times / week

Once per week 2 - 3 times / months

Once per 3 months

1 - 2 times / 3 months

Once per 3 months

Less than once per 3 months

Frequency of accessing groupon sites (n=800)

Unit: %

Research Summary

5

• Males and Females often visit Groupon sites 1 – 3 times / week (38.8%). The average visiting time is 2.5

times per week for all respondents, 2.4 times per week by males and 2.6 times per week by females.

• Nhommua.com is the top Groupon site which has the highest Top of mind and Total awareness level with

31.6% and 91.0% respectively.

• Although Hotdeal.vn just gains the third TOM and Total awareness level (following Nhommua.vn and

Muachung.vn), the site keeps the leading position for the site that is mostly purchased from, with 34.5%.

• Comparing with 2012, the percentage of Hotdeal user increases 13.5% and of Muachung.vn user

increases 2.4% in 2015. While Nhommua.com ranked 1st as the site that mostly purchased from in 2012,

the groupon site just gains 13.3% of users in 2015 and drops out 11.2% than 2012.

• In groupon market, nearly 50% of those groupon site users are not loyal to or advocate the sites that they

mostly used.

• With 58.8% conversion rate from Most often used groupon website to loyal customer, Muachung.vn has

become the leading site in keeping consumers until now. Even though Hotdeal.vn is not the top site in

keeping loyal consumers, it’s the site that gets the most potential users who convert from other groupon

sites.

Research Summary

6

• With 46 / 100 points, Hotdeal.vn is the top Groupon site ranked by Brand Power Index, followed by

Muachung.vn (41.7) and Nhommua.com (35.4).

• Fashion is the top category selected by both Males and Females, accounting for 62.4%. Whereas, Females

are more likely to purchase Fashion than males.

• 71.5% of consumers agreed that one of the reasons to buy products from Groupon sites is to Save time

from shopping transporting, followed by Promotion and Price is cheaper than traditional stores.

• Apart from the top 3 reasons above, males often purchase products from groupon sites because it is Easy

to purchase private products or Be trustable because of buyer reviews, while females consider about

Price as they Can compare prices of the items.

• More than 7 out of 10 people often use Cash payment when purchasing from Groupon sites (73.3%)

Just 21.1% of those who purchased from Groupon sites used Transferring by ATM, Credit and 4.4% used

Banking payment.

DETAIL FINDINGS

7

1. Frequency of visiting groupon sites

2. Brand Awareness

3. The dominated groupon sites

4. Groupon site Loyalty / Switching

5. Brand Power Index (BPI)

6. Top 15 categories to purchase from groupon sites

7. Top 15 reasons to purchase from groupon sites

8. Popular Payment Method

Q. Please tell us your gender? [n=3,000]

Initially, there are 3,000 respondents taking part in the survey with equal 50% of male and female. However, there are 800 surveyed people have purchased product with from Groupon sites within the last 3 months . In which, the rate of male and female is 62.5% vs. 37.5%.

50.0 50.0

Gender (n=3000)

Male (n=1500)

Female (n=1500)

Those who purchased product from groupon sites within the last 3 months (n=800)

Groupon site Penatration

Unit: %

8

37.5

62.5

Gender (n=800)

Male (n=300)

Female (n=500)

IR = 27%

Q. How often do you access / visit groupon sites? [n=800] Q. Please tell us your gender? [n=800]

Frequency of visiting groupon sites between males and females is similar from 1 – 3 times / week

In general, the respondent often visit groupon sites 2.5 times per week on average

Females visit groupon sites more often than males with the average of 2.4 times / week compared to 2.6 times / week, respectively.

35.8

38.8

9.0

16.5

Frequency of visiting the groupon sites (n=800)

Less than once a week

1 - 3 times / week

4 - 6 times / week

Every day

34.7

39.0

8.6

17.7

Less than once a week

1 - 3 times / week

4 - 6 times / week

Every day

Female (n=500)

37.6

38.3

9.7

14.4

Less than once a week

1 - 3 times / week

4 - 6 times / week

Every day

Male (n=300)

Average visiting for all respondents: 2.5 times / week

N=800

Average visiting times for males: 2.4 times / week

Average visiting times for males: 2.6 times / week

1. Frequency of visiting groupon sites

Unit: %

9

3.6

0.0

0.0

0.0

0.1

0.1

0.4

0.4

0.8

0.9

3.1

10.5

20.1

28.4

31.6

Others

Gooddeal.vn

Diadiemvang.net

Runhau.vn

Vinadeal.vn

Dealvip.vn

Nhanhmua.com

Khuyenmaivang.vn

51deal.vn

Sieumua.com

Cucre.vn

Cungmua.com

Hotdeal.vn

Muachung.vn

Nhommua.com

TOM (Top of mind)

15.9

0.9

0.6

1.9

2.4

0.8

3.3

3.9

6.9

5.5

17.8

46.6

57.1

62.9

58.6

Others

Gooddeal.vn

Diadiemvang.net

Runhau.vn

Vinadeal.vn

Dealvip.vn

Nhanhmua.com

Khuyenmaivang.vn

51deal.vn

Sieumua.com

Cucre.vn

Cungmua.com

Hotdeal.vn

Muachung.vn

Nhommua.com

Total spontaneous

16.1

14.3

17.9

16.4

19.0

17.5

27.4

26.8

29.3

34.6

63.5

82.8

88.5

90.6

91.0

Others

Gooddeal.vn

Diadiemvang.net

Runhau.vn

Vinadeal.vn

Dealvip.vn

Nhanhmua.com

Khuyenmaivang.vn

51deal.vn

Sieumua.com

Cucre.vn

Cungmua.com

Hotdeal.vn

Muachung.vn

Nhommua.com

Total awareness

Nhommua.com is the groupon site that has highest TOM and Total awareness level

The percentage of TOM for Nhommua.com gains 31.6%, followed by Muachung.vn and Hotdeal.com with 28.4% and 20.1%, respectively.

Although accounts for 10.5% of TOM awareness, Cungmua.com gains over 80% of total awareness among surveyed people.

2. Brand awareness of groupon sites

Unit: %

10 Q. What groupon sites come to your mind? [n=800] Q. Please tell us all groupon sites that you remember including the sites that you mentioned above?[n=800]

Hotdeal.vn is the groupon site that consumers purchased most often from at 34.5%

Comparing with same study in 2012, Hotdeal purchaser increases 13.5% and of Muachung.vn purchaser increases 2.4% by 2015

Although ranked 1st as the “mostly purchased” site in 2012, Nhommua.com only gains 13.3% of purchasers in 2015 and decreases 11.2%

compared to 2012.

0.3

0.0

0.1

0.1

0.3

0.5

0.6

0.8

2.1

2.6

2.6

9.3

11.0

13.3

24.3

34.5

Others

Vinadeal.vn

Runhau.vn

Dealvip.vn

Gooddeal.vn

Diadiemvang.net

Nhanhmua.vn

khuyenmaivang.vn

Sieumua.com

51deal.vn

51deal.vn

Cucre.vn

Cungmua.com

Nhommua.com

Muachung.vn

Hotdeal.vn

The mostly purchased Groupon site

Jan 2015 Sep 2012 + /-

34.5% 21.1% +13.4%

24.3% 21.9% +2.4%

13.3% 24.5% -11.2%

3. The dominated groupon site in Vietnam

Unit: %

11 Q. Please tell us which current groupon site that you purchase from the most often? [n=800]

In general, Hotdeal.vn is the mostly-purchased-from groupon site for both males and females

However, Females are more likely to purchase from Hotdeal.vn than males, with 36.2% and 31.7%, respectively.

Groupon site mostly used by gender

Male (n=300)

Female (n=500)

Nhommua.com

Hotdeal.vn

Cungmua.com

Muachung.vn

Cucre.vn

51deal.vn

Sieumua.com

Khuyenmaivang.vn

Nhanhmua.vn

Dealvip.vn

Runhau.vn

Diadiemvang.net

Vinadeal.vn

Gooddeal.vn

Others

Male (n=300) 14.0 31.7 8.7 23.3 11.0 5.0 3.3 1.0 0.3 0.0 0.3 0.7 0.0 0.0 0.7

Female (n=500) 12.8 36.2 12.4 24.8 8.2 1.2 1.4 0.6 0.8 0.2 0.0 0.4 0.0 0.4 0.6

3. The dominated groupon site in Vietnam

Unit: %

12 Q. Please tell us which current groupon site that you buy from the most often? [n=800] Q. Please tell us your gender? [n=800]

In Vietnam’s groupon market, nearly 50% of groupon site users are not really loyal to or advocate the site that they use the most often

34.5

19.9 18.9

24.3

14.3 12.5

13.3

7.1 6.1

11.0

5.5 4.9

9.3

4.0 3.6

7.8

2.9 2.1

46.4 51.9

0.0

20.0

40.0

60.0

80.0

100.0

Not be loyal / advocate with sites

Others

Cucre.vn

Cungmua.com

Nhommua.com

Muachung.vn

Hotdeal.vn

MOST OFTEN USED

LOYALTY ADVOCACY

Based on n=800

3. The dominated groupon site in Vietnam

Unit: %

13 Q. Please tell us which current groupon site that you buy from the most often? [n=800] Q. Please tell us which groupon site that you consider to buy in the next purchase? [n=800] Q. If your friends, relatives, family ask you which groupon site they should buy from, please tell us which one will you recommend? [n=800]

Among groupon sites, Muachung.vn gains highest percentage of loyal users, with 58.8%

Although loyal level of current Hotdeal.vn users is not the highest, it is likely to get the most potential users who convert from other sites.

Less than 50% of Cucre.vn users will continue to purchase from the site in future (43.2%), and they are likely to switch to Hotdeal.vn

(23.0%) or Muachung.vn (17.6%).

Nhommua

.com

Hotdeal.v

n

Cungmua.

com

Muachung

.vn Cucre.vn Others

Nhommua.com 53.8 19.8 5.7 9.4 3.8 7.5

Hotdeal.vn 11.6 57.6 9.8 10.5 5.4 5.1

Cungmua.com 6.8 17.0 50.0 5.7 11.4 9.1

Muachung.vn 10.8 13.9 5.7 58.8 6.2 4.6

Cucre.vn 5.4 23.0 4.1 17.6 43.2 6.8 43.2

58.8

50.0

57.6

53.8

56.8

41.2

50.0

42.4

46.2

Cucre.vn (n=74)

Muachung.vn (n=194)

Cungmua.com (n=88)

Hotdeal.vn (n=276)

Nhommua.com (n=106)

Loyal users Users having intention to switch

*The percentage is based on samples of each groupon site

4. Groupon site Loyalty / Switching

Unit: %

14 Q. Please tell us which current groupon site that you buy from the most often? [n=800] Q. Please tell us which groupon site that you consider to buy in the next purchase? [n=800]

With the point of 46/100, Hotdeal.vn is top groupon site ranked by Brand Power Index, followed by Muachung.vn and Nhommua.com

Most of Hotdeal.vn conversion rates are more than 55% .

However, regarding conversion rate from “Most often used” to “Loyalty”, Muachung.vn has the highest percentage at 58.8%.

N=800 Total Awareness

Conversion rate

Trial

Conversion rate

Experience

Conversion rate

Most often used

Conversion rate

Loyalty Conversion rate

Advocacy

Brand Power Index

88.5 76.4 67.6 69.3 46.9 73.6 34.5 57.6 19.9 95.0 18.9 46.0

90.6 74.2 67.3 61.2 41.1 59.0 24.3 58.8 14.3 87.7 12.5 41.7

91.0 69.8 63.5 49.4 31.4 42.2 13.3 53.8 7.1 86.0 6.1 35.4

82.8 63.4 52.5 48.3 25.4 43.3 11.0 50.0 5.5 88.6 4.9 30.3

63.5 56.3 35.8 52.4 18.8 49.3 9.3 43.2 4.0 90.6 3.6 22.5

34.6 39.0 13.5 48.1 6.5 32.7 2.1 41.2 0.9 85.7 0.8 9.7

29.3 47.0 13.8 50.9 7.0 37.5 2.6 38.1 1.0 87.5 0.9 9.1

27.4 42.0 11.5 38.0 4.4 14.3 0.6 20.0 0.1 100.0 0.1 7.4

26.8 33.2 8.9 43.7 3.9 19.4 0.8 83.3 0.6 60.0 0.4 6.9

19.0 34.2 6.5 34.6 2.3 0.0 0.0 0.0 0.0 0.0 0.0 4.6

17.9 37.1 6.6 35.8 2.4 21.1 0.5 25.0 0.1 0.0 0.0 4.6

16.4 35.1 5.8 41.3 2.4 5.3 0.1 0.0 0.0 0.0 0.0 4.1

17.5 25.0 4.4 34.3 1.5 8.3 0.1 0.0 0.0 0.0 0.0 3.9

14.3 31.6 4.5 52.8 2.4 10.5 0.3 50.0 0.1 0.0 0.0 3.6

Others 16.1 5.4 0.9 57.1 0.5 50.0 0.6 0.0 0.0 0.0 0.0 3.0 3.0

3.6

3.9

4.1

4.6

4.6

6.9

7.4

9.1

9.7

22.5

30.3

35.4

41.7

46.0

5. The Brand Power Index (BPI)

Unit: %

15

“Fashion” is the top category for both Males and Females to purchase at groupon sites

Besides Fashion, males and females have different category choices generally.

Males prefer technology products such as “Digital devices & Accessories” or “Toy & Gifts”, “ Home Applicants”, while females prefer

“Bags & Accessories”, “Café / Restaurant” and “Cosmetics”.

11.6

11.9

17.3

18.3

27.1

29.0

29.5

32.5

35.0

35.1

37.8

38.4

39.0

43.5

62.4

Computer, Laptop

Sports and Outdoors

Courses

Mobiles and Tablet

Products for Moms and Kids

Books, CDs and culture Products

Cosmetics

Digital devices & Accessories

Food / Drinks

Entertaiments

Toys / Gilfs

Bags and Accessories

Home Applicants

Café / Restaurant

Fashion

4.8

8.2

17.2

10.2

30.4

26.6

36.0

21.4

35.0

32.0

34.2

45.6

36.4

45.2

66.2

23.0

18.0

17.3

31.7

21.7

33.0

18.7

51.0

35.0

40.3

43.7

26.3

43.3

40.7

56.0

Male (n=300) Female (n=500) Total (n=800)

6. Top 15 categories to purchase from groupon sites

Unit: %

16 Q. Please tell us which categories that you often buy from online groupon sites? [n=800]

71.5% of the consumers agreed that “Saving time from transporting” is one of the reasons to buy products from groupon sites

The next reasons are because of the “Promotion” and “Price is cheaper than traditional stores”.

Apart from the top 3 reasons above, males often purchase from these sites because it is “Easy to purchase private products”, while

females mentioned that they “Can compare price of the items”.

18.9

24.5

26.4

26.5

28.1

29.3

32.5

36.1

36.3

39.5

39.8

39.8

47.9

54.0

71.5

The same quality as buying products from traditional stores

Don’t be bothered by salesman

Many items are just on sale online

Don't take much time to pay

Friends, relatives already bought from this and recommend

Be trustable because of buyer reviews

No purchase time limit

Easy to purchase private products

Various payment methods

Easy to compare products

Can compare items prices

Quick payment process

Price is cheaper than traditional stores

Many attractive sales promotion

Save time from shopping transporting

18.4

25.2

26.4

24.8

27.8

27.2

31.6

33.4

35.2

39.4

41.8

39.4

46.0

55.2

74.4

19.7

23.3

26.3

29.3

28.7

32.7

34.0

40.7

38.0

39.7

36.3

40.3

51.0

52.0

66.7

Male (n=300) Female (n=500) Total (n=800)

7. Top 15 reasons to purchase from groupon sites

Unit: %

17 Q. Please tell us why you buy products at the groupon sites? [n=800]

More than 7 out of 10 people often pay by Cash-on-delivery method (73.3%).

21.1% often settle their payment by “Transferring by ATM, Credit” and 4.4% use “Banking payment” when shopping on groupon sites.

73.3

4.4

21.1

1.3

Most often use Payment method

Cash payment (COD)

Banking payment

Transferring by ATM, Credit

Others

8. Popular payment method for transactions on groupon sites

Unit: %

18 Q. Please tell us which payment method that you often use when transacting on groupon sites? [n=800]

W&S Joint Stock Company is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’ and ‘Web marketing’. Online research is conducted based on Vinaresearch – our actively managed over 140,000 members panel with various segmentations across Vietnam.

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