【REPORT】

New Released

No. 123020120202120

As work pressure and demand of individual activities is increasing dramatically, the requirement for

househould maid service are also increasing.

In order to learn about the maid service demand as well as the priority criteria that drive the choosing

service decision of Vietnamese, W&S online market research company has conducted “ The demand of

household maid service” survey.

The survey was conducted from 14.02.2012 to 20.02.2012, based on Vinaresearch panel, Vietnam.

1. Families who have demand of using household maid often ask for friends' recommendation firstly,

respectively 606/831 people selected.

2. As many as 35.4 % of repondents use maid service for 1-2 times a week.

3. Families often use the maid service for house cleaning and laundry tasks every day or weekend.

However, the most selected reason for the household maid service is for cleanup after home-party.

4. Background and moral issues are the top concern elements when once family choose a household maid

service.

5. Nearly 40% of respondents do not trust their currently using maid service.

6. "Honest" is the top quality that families would like to find in their maid service, respectively 40%

selection.

7. The average price that most surveyed people willing to pay for the household maid service is from

20.000 to 30.000 VND per hour and from 1.500.000 to 2.000.000 per month.

Type survey: Public survey

Respondents : 831 people (who have used the maid service)

Location : HaNoi, HoChiMinh, DaNang, CanTho, other provinces.

W&S online market research company.

Subject

Investigation Summary

Survey Result

Figure 2. Maid service using frequency

Families who have demand of using household maid often ask friends for advice and information at first,

respectively 606/831 people selected.

For the families who have demand of hiring household maid service, friends' recommendations are the

most common source of information that they finding out, approximately 72% of 831 respondents.

Besides, “Colleague” and “Internet” are the next two options that people will access infomation about

household maid service, accounting for 35.3% and 26.0% respectively.

Figure 1. Maid service information getting source

As many as 35.4 % of repondents use maid service for 1-2 times a week.

Most surveyed people choose to use the maid service for their houseworks 1-2 times per week or 3-4 times

per week, respectively 35.4% and 18.4%. Only 4.2% of families have their house-maid supporting the

houseworks everyday or living in their house.

Result of survey

4.2% 7.0%

18.4%

35.4%

12.5% 8.4%

3.7%

10.3%

Everyday 5~6

times/week

3 ~ 4

times/week

1~2

times/week

Once/month Once every

2~3 months

Once every

4~5 months

Once every 6

months

72.0%

35.3%

26.0%

16.5% 11.8%

5.1% 2.0%

12.4%

Friends Colleagues Internet Newspaper Leaflets Road Banner TV Other

Single choice question type (N=831)

[Vinaresearch based respondents]

Single choice question type (N=831)

Statistics from the survey shows that characteristics of employees is more important than features of the

service when a family choosing a household maid service. In which, the top three elements that take over

87% to 90% concern of family are moral characteristics, clear information of the employees and their

professional behaviour when doing the job. And the next service concerning elements are respectively

"Quality of the service" (89.8%), "Prestige of the service" (87.4%) and "Prices" (83.4%).

The majority find the household maid service is useful for house cleaning after parties at home, accounting

for 51.9%. 43.2% of respondents also find this service helpful for the houseworks supporting every

weekend and 39.6% would agree that they choose the maid service for laundry doing and house cleaning

everyday.

Although asking the maid service for daily meal shopping at market or supermarket is increasing recently,

it is not used extensively among surveyed people with only 1.9% selected.

Families often use the maid service for house cleaning and laundry tasks every day or weekend. However,

the most selected reason for the household maid service is for cleanup after home-party.

Figure 3. Reason to choose the maid service

Background and moral issues are the top concern elements when once family choose a maid service.

1.7%

1.9%

9.3%

12.6%

15.5%

21.8%

22.3%

28.0%

33.3%

34.3%

39.6%

43.2%

51.9%

Other (FA)

Market/Supermarket shopping

Cleaning your office

Caring for a patient

Doing houseworks on holidays

Just have a baby and need helpers

House-keeping for a long trip

Caring for aged-parent

Do cooking everyday

Taking care your children

Doing laundry and cleaning house everyday

Helping houseworks every weekend

Cleaning house after the party

Multiple choice question type (N=831)

In general, about 57.3% have a neutral opinion about trusting their currently using maid service. And the

survey statistics also shows a surprising result that nearly 40% of maid service users do not trust their

maid (employees). Only a small minority of respondents completely trust the maid service's employee,

account for 7.1%.

Nearly 40% of respondents do not trust their currently using maid service.

From this fact, in order to enhance the

confidence of maid service users, the

service providers must ensure not only

the quality of services but also the moral

background and attitude of their

employees for this special type of service.

Figure 5. Maid service trusting level

Figure 4. Priority elements when choosing maid service

27.6%

26.4%

21.4%

22.9%

20.9%

21.5%

14.4%

14.4%

13.6%

9.9%

9.9%

7.3%

7.0%

7.0%

63.7%

65.7%

69.1%

69.2%

72.0%

73.2%

80.4%

81.0%

83.4%

87.4%

87.5%

89.8%

90.1%

90.4%

24-hours service support

Services category

Trainning program for the employees

Daily work service

Flexible schedule time for services

Hourly work service

Clear information on their website

Experiences from the previous used people

Prices

Prestige of the services

Professional behavior of the employees

Quality of services

Clear information about their employees

Moral element of employees

Not interested at all Not interested Neutral Interested rate

1.4% 5.7%

53.7%

26.6%

12.6%

Completely

trust

Trust Normal Not trust Completely

not trust

Matrix multiple choice question type (N=831)

Single choice question

type (N=831)

"Honest" is the top quality that families would like to find in their maid, respectively 40% selection.

Depending on type of maid service hourly or daily, most of family willing to pay as follow:

The most willing price range that surveyed people are most likely to pay for the maid service hourly is

from 10.000 VND to 30.000 VND. In which, as many as 34.3% of respondents are willing to pay about

20.00 to 30.000 VND and more than 50% would agree to pay the maid service at quite low price, from

10.000 to 20.000 VND/hour.

The same pattern is observed for monthly maid service payment. Nearly three out of every eight survey

people are willing to pay around 1.500.000 to 2.000.000 VND for the maid service per month and

2.000.000 VND to 4.000.000 VND is the acceptable price range for the remaining 50% respondents.

The average price that most surveyed people are likely to pay for the household maid service is from

20.000 to 30.000 VND per hour and from 1.500.000 to 2.000.000 per month.

Figure 6. Interest level of the maid characteristics

Based on the survey results, top three elements that one family would like to find in their maid is

"Honesty", "Hard working" and "Good health", account for over 86% selections of interest scale. Only a

small number of surveyed people have interest in the foreign language skill of the maid, which is a higher

evaluated element when choosing a maid service in some foreigner families.

48.3%

31.4%

21.8%

32.3%

27.8%

23.3%

24.3%

24.5%

20.0%

16.2%

16.5%

12.2%

11.4%

6.4%

5.9%

59.8%

17.1%

49.1%

54.8%

64.0%

64.3%

66.7%

70.0%

78.3%

80.3%

84.7%

86.2%

90.9%

91.8%

0% 20% 40% 60% 80% 100%

Other

Foreign language skill

Level of education

Marital status

Hometown

Previous occupation

Age

Background

Previous experiences

Abillity

Professional behavior

Good health

Hard-working

Honesty

Not interested at all

Not interested

Neutral

Interested rate

Matrix multiple choice question type (N=831)

Figure 7. Maid service payment hourly and monthly

7.1. Price per hour

—7.2. Price per month

11.7%

37.1%

25.8% 25.0%

0.5%

Below 1.500.000

VND/month

1.500.000_2.000.000

VND/month

2.000.000_3.000.000

VND/month

3.000.000_4.000.000

VND/month

Over 4.000.000

VND/month

8.8%

30.0%

20.5%

34.3%

6.5%

Below 10.000 VND/h 10.000_15.000 VND/h 15.000_20.000 VND/h 20.000_30.000 VND/h Over 30.000 VND/h

1. Gender

2. Marital status

3. Age

Respondents Profile

55.2%

44.8%

Female Male

52.9%

46.1%

0.7% 0.2%

Single Marriage Divorce Bereavement

9.4%

55.1%

25.8%

9.7%

16_19 years old 20_29 years old 30_39 years old Over 40 years old

4. Family income

5. Province

W&S Online Market Research Co,. Ltd

31C Ly Tu Trong, Ben Nghe Ward, District 1, HCMC, VietNam

Tel: (08) 38 223 215 Fax: (08) 38 223 216

E-mail: info@vinaresearch.jp

Contact information

The copyrights of this report belong to W&S market research company.

The results of this survey can be publicly used, but must be cited and sourced from

Vinaresearch. In the circumstance of using the table and graphs from results of this

survey, the data at the source must be clearly stated and based on survey results

collected from Vinaresearch.

1.8%

31.3%

21.9%

10.7%

7.5%

2.4% 2.5% 2.4% 3.1% 5.3%

6.5% 4.6%

0_ 5

millions

5_7

Tmillions

7_10

millions

10_15

millions

15_20

millions

20_25

millions

25_30

millions

30_40

millions

40_50

millions

50_70

millions

70_100

millions

over 100

millions

27.4%

3.7%

5.7%

27.2%

36.0%

0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%

Other provinces

CanTho

DaNang

HoChiMinh

HaNoi