Your sub-title here

Vietnamese female preference for lessons

English for the job, beauty care and exercise for improve themselves

Background

• Lessons for children has been a trend in Vietnam.• Early education to be successful in the future.• Investing to children has become common.• Several genres from Academic schools such as English

and Mathematics to sports, music, and more.

What about adults?

Survey Information

• Survey about schools and lessons for adults• Sample size: 400 • Respondent criteria: Female (excluding

students), 23 - 39 years old • Area: Vietnam• Conducted time: May 16, 17 2016

Females that are currently (or interested in) taking lessons

• The amount of people that are actually taking lessons is pretty high.• Overall, they show a positive attitude for taking lessons as adults.

Q. Please choose what is applicable to you as to your private lessons? (N=400)

Taking Not taking but interested Not taking and not interested

31%

47%

22%

Their household income and interest

29%

48%

23%

∼7,500,000VND (123)

TakingNot taking but InterestedNot taking and not interested

• Females with the high household income are more likely to take, or be interested in to, lessons.

Q. Please choose what is applicable to you as to your private lessons? (N=339)

20%

48%

32%

7,500,001 15,000,000VND(108)∼

44%

44%

12%

15,000,000 VND (108) ∼

What they are currently (interested in) taking

• Taking: related to work (English and Finance) come toward top.• Interested: related to their appearance (cooking, Yoga, Fashion/Makeup) come

toward top next to English

Q. What kind of lessons do you (or are you willing to) receive? (Please choose all applicable) (N=339)

English/La

nguage

Sports

gym

Finance

/Acco

unting

Fashion/M

akeup

Cooking

Exerci

seYoga

Music/Si

nging

Technology/I

T skills

Martial a

rts

Massage/A

romatherapy

Dance/B

allet

Business

Management

Art/Painting

Others

I don't k

noe

51%

19% 18%16% 15%

11% 10%6% 5% 5% 5% 4% 4% 2% 4%

1%

48%

22%

11%

24%

32%

16%

30%

9%5% 5% 7%

11% 10%

3% 1% 2%

Taking Interested

What they are currently (interested in) takingFor those who are currently taking lessons

• Health and beauty• High income people

Q. What kind of lessons do you (or are you willing to) receive? (Please choose all applicable) (N=339)

• Related to the jobLow income people

55%

23%

16%

11%9%

7% 7%5% 5%

2% 2% 2% 2%0%

7%

47%

16%13%

19%

2%

13%

5%

29%

3%7%

16%

7% 8%

2% 0%

∼10,000,000 VND 10,000,000 VND∼

What they are currently (interested in) takingFor those who are interested in taking lessons

• Interest is concentrated in lessons related to health and beauty next to English.• People actually tend to take lessons related to work.

Q. What kind of lessons do you (or are you willing to) receive? (Please choose all applicable) (N=339)

English/other la

nguages

Cooking

Yoga

Fashion/ M

akeup

Sports

gym

Exerci

se

Music/ S

inging

Business

management

Math, tech

nology/IT sk

ills

Massage/ A

romatherapy

Dance/balle

t

Martial a

rts

Finance

/ Acco

unting

Art / P

ainting

I do not d

o anything

Others

34%30%

24%20%

17%12% 11% 9% 8% 7% 6% 6% 6% 3% 2% 1%

63%

33%

43%

30% 28%

19%

8%13%

3%9%

18%

8%

15%

5%2% 0%

∼10,000,000 VND 10,000,000 VND∼

What they are currently (interested in) takingWith the different ages

English/other la

nguages

Cooking

Yoga

Fashion/ M

akeup

Sports

gym

Exerci

se

Music/ S

inging

Business

management

Dance/balle

t

Math, tech

nology/IT sk

ills

Martial a

rts

Finance

/ Acco

unting

Massage/ A

romatherapy

Art / P

ainting

I do not d

o anything

Others

48%

32% 31%26%

22%

13% 12% 12% 10% 7% 7% 7% 7%3%

0% 0%

44%

30%34%

22% 20% 19%

6%9%

13%

3% 5%

13%8%

5% 5%2%

23 - 29 30 - 39

• Similar preference• More difference is generated in Income level and “taking” and

“just interested”

Q. What kind of lessons do you (or are you willing to) receive? (Please choose all applicable) (N=339)

The reasons for them to take lessons

• Taking: For their job promotions or job hunting.• Interested: For their health and beauty.

40% 38%

29%

18%14% 14%

4% 2%

40%

46%

32%

24% 25%

7%3% 4%

Taking Interested

Q: Please tell us why you started (or are interested in) taking lessons? (N=264)

The reasons why people are not interested in taking lessons

• 23 – 29 years old: Busy with work • 30 – 39 years old: Busy with family and children

Others

Reluctant to socialize

Have taken lessons before and did not like it

Reluctant to start learning new things

Unable to find the class near my area

Not confidence in keep attending to lessons

Too busy with family / children

Prefer to study/ practice on your own

High tuition fees

Do not see the reasons to take lessons

Too busy with the work

9%

4%

4%

4%

13%

13%

48%

4%

9%

13%

35%

15%

2%

7%

7%

9%

9%

11%

11%

13%

17%

26%

23 - 29 30 - 39

= lack of the time

Q: Why are you not interested in taking lessons? (N=134)

Tuition fees

• A gap between the tuition people are actually paying (reality) and people that are interested is willing to pay (ideal).

Less than 100,000VND

100,001 ~ 200,000VND

200,001 ~ 300,000VND

300,001 ~ 400,000VND

400,001 ~ 500,000VND

500,001 ~ 600,000VND

600,001VND or more

I do not know

11%

18%

7%9%

12%

5%

38%

1%

Taking Interested

Q: How much do you (are you willing to) pay for the sessions monthly? (N=264)

Avg. of Taking: 411,700 VNDAvg. of interested: 268,750 VND

Information

• Friends, Facebook, and Web are the common ways to get information from.• Once someone starts taking lessons, it is more likely to get her friends to

take it together

Friends/

colle

agues

Face

bookWeb

Online news

Passed by t

he insti

tutionFa

mily

TV program

NewspaperTVCF

YouTubeFly

er

Magazine

RadioOthers

48%

26% 26%

18% 18%15% 14%

12% 11% 11%8% 8%

4% 2%

Q: In what way, did you know about the institutions or lessons you are taking (or interested in taking)? (N=264)

Comparison of the different income level

Low Income (~10,000,000 VND)(n=153)

High Income (10,000,001~ VND)(n=135)

StatusTaking: 25%Not taking, interested: 48%Not taking, not interested: 27%

Taking: 44%Not taking, interested: 44%Not taking, not interested: 12%

Lessons they currently (interested in) take

1. English: 41%2. Cooking: 23%3. Fashion/makeup: 19%

English: 55%Sports gym: 29%Yoga: 29%

Tuitions/ mon They currently (willing to) pay

Average: 256,700 VND Average: 396,750 VND

Reasons to take lessons

For a better job/promotions To maintain my health/beauty

Reasonsnot to take lessons

Too busy with the family/childrenToo busy with the workHigh tuition fees

Too busy with the family/childrenToo busy with the work

Comparison of “taking” and “interested”

Taking(n=106)

Interested(n=158)

Lessons they currently (interested in) take

1. English: 50%2. Sports gym: 19%3. Finance/Accounting: 18%

English: 46%Yoga: 32%Cooking: 31%

Tuitions/ mon They currently (willing to) pay

Average: 411,700 VND Average: 268,750 VND

Reasons to take lessons

For a better jobTo maintain my health/beauty

To maintain my health/beauty

Household income/ monAverage: 17,457,250 VND Average: 12,215,500 VND

Executive summary

• Overall, about 30% is “taking lessons,” 47% is “not taking but interested,” and 22% are “not taking and not interested.”

• The most popular lessons (both in “taking” and “interested”) is English (50%)

• The purpose of taking lessons is different between high and low income people.

• The main reason for people not to be interested in taking lessons is the lack of time.

• There is a gap between the reality and ideal regarding the tuition fee.

Conclusion – the feature of adult lessons in Vietnam -

• The more household income they receive, the more positive attitude towards taking lessons.

• Their purpose of taking lessons are clear.• For the job promotion, getting the better job• To maintain their health and beauty

• They take lessons to polish themselves in terms of the job skills and the appearance rather than taking them as a hobby.

• It is more likely to take lessons if it is needed for the job.• Late, short classes, and programs with the children would be

more attractive to them.

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