W&s_Vinaresearch_Report laundry_detergent_2013_final

Date: 15th September 2013Creator: W&S research team

CONSUMERS’ VIEWPOINT ON USING LAUNDRY DETERGENT

Research time: 17th – 27th July 2013Based on Vinaresearch’s panelist

CONSUMERS’ VIEWPOINT ON USING LAUNDRY DETERGENT

A. Research information

Research method : Quantitative Research

Timing : 17th – 27th July 2013

Sample size : 1,048

Research area : Nationwide

Target : Females who had bought laundry detergent in the 3 -

month period before the survey

Research objectives : 1. Study on the habit of using laundry detergent of

Vietnamese

2. Analyze customer attitudes towards attributes

of laundry detergent brands

3. Calculate brand loyalty of Vietnamese consumers

Sampling method : Internet sampling

16 - 19 years old 20 - 25 years old 26 - 30 years old 31 years old and above

8.4

45.2

28.1

18.2

Age

Member profile

Lower Middle Upper

22.8

41.535.7

Monthly household income

B. Executive summary[1] Nearly 40% of the respondents buy laundry detergent Once a month

This result does not change among age groups as well as SEC groups. Besides, Once per 2 – 3 months is also preferred at 29.5% except respondents aged 16 – 19. To clarify, 29.5% of this group rank 2 – 3 times / month as their second choice.

[2] 3-5 kg is the volume purchased most often for 32.9% of the respondents

The following volume is 1 – 3 kg at 24.1%. Applying Chi-square test, this study figures out that respondents aged over 30 and high-income respondents prefer 3 – 5 kg than the others.

[3] More than 100,000 VND is the highest price for buying laundry detergent

50.1% usually buy laundry detergent with the price of More than 100,000 VND. The next is 50,001 – 100,000 VND at 16.3%. The lowest percentage is Under 10,000 VND with 1.0%. One more time, Chi-square test is applied and proves that price paid for laundry detergent is correlated to age and income. To clarify, elder and high-income respondents are likely to purchase with higher price for laundry detergent products.

[4] Supermarket and Grocery are the top two places for buying laundry detergent

More than 4/5 respondents choose Supermarket as their regular purchasing channel, followed by Grocery with 68.4%. Regardless of income, these two channels are still top places for purchasing laundry detergent. However, the age groups have a slightly different viewpoints. In details, Supermarket does not win in the youngest groups except for the other age groups.

[5] OMO is the leading laundry detergent brand in all awareness levels

OMO gains great percentages in all awareness levels with 87.0% TOM, 88.6% Spontaneous and 100.0% Total awareness. Tide, Viso and Surf come next at 96.9%, 93.1%, 84.8% Total awareness respectively. Nonetheless, their TOM and Spontaneous percentages can not be comparative with OMO. This result does not change among age groups as well as SEC groups.

B. Executive summary[6] OMO still keeps the highest percentage in terms of trial brands at 99.4%

The next are Tide at 89.3%, Viso at 60.9%, and Surf at 51.8%. When analyzing by age and SEC, the research result states that OMO and Tide are mostly preferred by the majority. Applying Chi-square test, it can be said that Surf gains more trials in the group of 16 – 25 years old and Lower-income group.

[7] OMO has been used by 87.1% respondents in the last 3 months

The next preferable brand is Tide with 42.6%. At the third place, Surf seems to be more preferred by younger groups (25 years old and under) and Lower-income group.

[8] The percentage of using OMO in the last time accounts for 71.2%

The following brand is Tide with 16.9% compared to 4.9% of Surf as the third place. OMO has been used by respondents aged over 30 more than the younger generations. In addition, the percentage of using Tide has direct relationship with age whereas Surf has an inverse relationship with age. The respective usage percentages of Tide and Surf have a trend of increasing by income.

[9] OMO still keeps the leading position in terms of brand used most often

74.6% of the respondents choose OMO as the brand used most often, the next one is Tide with 16.0%. The percentage of using Tide looks to be more often used by elder groups (26 years old and over) than younger groups and seems to be increased by income.

[10] OMO and Tide are competing for market leading position as future brands

Intention of buying OMO is extremely high with the mean score of 4.78, tightly followed by Tide with 4.10. The results reveal that Tide has ability of becoming a strong competitor of OMO in the future. This finding does not change by age and income.

B. Executive summary[11 - 14] OMO has the strongest ability in keeping loyal users and minimize the number of lapsed users

• 69.8% of the respondents is loyal to OMO, followed by Tide (15.0%). Besides OMO and Tide, the loyalty towards Co.op mart has increased more than other brands, however, its awareness is low.

• VÌ DÂN has the highest number of lapsed users (13.4%). Similarly, Daso and LIX are the two next brands that have higher percentage of lapsed users than other brands. In contrast, this percentage of OMO is very low with 0.8%.

• More than a half of the surveyed people refuses the four brands Daso, Big C, NET and Co.op mart. No respondents would refuse OMO.

• The next brand is Big C with 25.3%. Without these two brands above, OMO is grown up 0.6% for this potential user segmentation.

[15] Product quality is the most important attribute

Among attributes, the highest mean score goes to Product quality, which is quoted by 3.78 point. The next highest is Brand which comes at 3.26 point and Price is next at 3.20 point. By contrast, the lowest is Advertising at 2.43 point. The result illustrates no difference among age or SEC groups.

[16] OMO has the strongest advantage in all attributes except Price

Price attribute of OMO averages at 3.53 and is the lowest compared to other brands. Meanwhile, belief index of Surf is the highest with the mean score of 3.75 point.

[17] Consumer rating of OMO attributes is 85.99 points and higher than that of other brands

Applying Multi Attributes Approach Fishbein, the surveyed consumers think that the OMO brand is better than Tide, Surf and Daso, as shown by comparison of the attitudes of total for all four brands, namely the OMO brand for 85.99 point, Tide brand for 79.10 point, Surf brand for 73.23 point and Daso brand by 66.19 point.

C – Research Findings

Habit of using laundry detergent

Awareness of laundry detergent

Habit of buying laundry detergent

Brand loyalty and customer attitudes toward laundry detergent

1

2

3

4

PART I: HABIT OF USING LAUNDRY DETERGENT

1. Frequency of buying laundry detergent

In addition to Once a month, Once per 2 – 3 months and 2 – 3 times / month score rather high with the respective percentage of 29.5% and 22.6% .

Nearly 40% of the respondents buy laundry detergent [Once a month]

[Figure 1.1] Frequency of buying laundry detergent

Q. Please tell us how often do you buy laundry detergent? [SA] Based on n=1,048

1.03.5 22.6 39.3 29.5 4.0

More than once a week Once a week 2 - 3 times / month Once a month Once per 2 - 3 months Less than once per 3 months

Unit: %


Once a month scores highest in all age groups. Once per 2 – 3 months is placed at the second place by more than 25% of the respondents aged 20 and over except for the youngest group. In other words, 29.5% this group 2 – 3 times / month.

There is no difference among age groups

[Figure 1.2] Frequency of buying laundry detergent – By age

Q. Please tell us how often do you buy laundry detergent? [SA] Based on n=1,048Q. Please tell us your age? [SA] Based on n=1,048

16 - 19 years old (n=88)

20 - 25 years old (n=474)

26 - 30 years old (n=295)

Over 30 years old (n=191)

3.4 1.3 0.3 0.5

4.5 4.6 2.4 2.1

29.522.8

23.1 18.3

34.140.3

39.339.3

23.9 27.829.2 36.6

4.5 3.2 5.8 3.1

Less than once per 3 months

Once per 2 - 3 months

Once a month

2 - 3 times / month

Once a week

More than once a week

Unit: %


Regardless of income, Once a month is the most common frequency of buying laundry detergent for all income groups, followed by Once per 2 – 3 months with the respective percentage of 25.9%, 28.3% and 33.2% for each group.

Income doesn’t affect frequency of buying laundry detergent

[Figure 1.3] Frequency of buying laundry detergent – By SEC

Q. Please tell us how often do you buy laundry detergent? [SA] Based on n=1,048Q. Please tell us your monthly household income? [SA] Based on n=1,048

Lower (n=239) Middle (n=435) Upper (n=374)2.1 1.1 0.33.3 4.6 2.4

25.1 22.521.1

40.638.9

39.0

25.928.3 33.2

2.9 4.6 4.0

Less than once per 3 months

Once per 2 - 3 months

Once a month

2 - 3 times / month

Once a week

More than once a week

Unit: %

2. Volume of laundry detergent purchased

As the chart indicates, the volume of laundry detergent commonly bought is 3 – 5 kg, followed by 1 – 3 kg with 24.1%. Less than 300 gram and More than 5 kg gain the smallest percentages with 5.4% and 6.9% respectively.

32.9% of the respondents often buy laundry detergent with the volume of [3 – 5 kg]

[Figure 2.1] Volume of buying laundry detergent

Q. Please tell us what volume of laundry detergent you usually buy? [SA] Based n=1,048

5.4

10.3

10.2

10.1

24.1

32.9

6.9

3 – 5 kg

More than 5 kg

Less than 300 gram

301 – 500 gram

501 – 800 gram

801 – 1 kg

1 – 3 kg

Unit: %

2. Volume of laundry detergent purchasedBased on Chi-Square test, SEC and age have relationship with volume of laundry detergent purchased in overall.

[Figure 2.2] Chi-Square Test for Age and SEC groups

Q. Please tell us what volume of laundry detergent you usually buy? [SA] Based n=1,048Unit: %

A Chi-Square test for laundry detergent by age group

A Chi-Square test for laundry detergent by SEC group

2. Volume of laundry detergent purchased

Though 301 – 500 gram is less preferable than 3 – 5 kg, it still achieves the same percentage with 15.9% of the respondents aged 16 – 19. Furthermore, Chi-square test is applied and proves that respondents aged over 30 years old tend to use the volume of 3 – 5 kg more than other age groups.

There is a sharp difference among age groups

[Figure 2.3] Volume of buying laundry detergent – By age

Q. Please tell us what volume of laundry detergent you usually buy? [SA] Based n=1,048Q. Please tell us your age? [SA] Based n=1,048

Less than 300 gram

301 - 500 gram

501 - 800 gram

801gram - 1kg 1 - 3 kg 3 - 5 kg More than 5kg

16 - 19 years old (n=88)

21.6 15.9 8 12.5 14.8 15.9 11.4

20 - 25 years old (n=474)

6.5 12.7 14.1 11.4 23.8 26.2 5.3

26 - 30 years old (n=295)

2 8.8 8.8 11.2 25.4 37.3 6.4


0.5 4.2 3.7 4.2 27.2 50.8 9.4

Unit: %

2. Volume of buying laundry detergent

It is an evidence to state that the respondents with higher income tend to buy bigger volume of laundry detergent. To clarify, relatively more respondents from the Upper income group buy 1 kg or bigger than those from the other groups.

Income actually affects purchased volume of laundry detergent

[Figure 2.4] Volume of buying laundry detergent – By SEC

Q. Please tell us what volume of laundry detergent you usually buy? [SA] Based n=1,048Q. Please tell us your monthly household income? [SA] Based n=1,048

Less than 300 gram

301 - 500 gram

501 - 800 gram

801gram - 1kg

1 - 3 kg 3 - 5 kg More than 5kg

Lower (n=239) 10.4 16.3 14.2 9.6 18.8 26.8 3.8

Middle (n=435) 5 10.8 11 11.7 23 32.6 5.7

Upper (n=374) 2.7 5.9 6.7 8.6 28.9 37.2 10.2

Unit: %

3. Price for buying laundry detergent

More than 5 out of 10 surveyed people often pay More than 100,000 VND for buying laundry detergent, 50,001 – 100,000 VND is next with 16.3%. The lowest percentage falls into the price range of 5,000 – 10,000 VND with 1.0%.

More respondents spend over 100,000 VND to purchase laundry detergent

[Figure 3.1] Price for buying laundry detergent

Q. Please tell us how much you usually pay for 1 time of buying laundry detergent? [SA] Based n=1,048

More than 100,000 VND(50.1%)

50,001 - 100,000 VND(16.3%)

30,001 - 50,000 VND(13.5%)

20,001 - 30,000 VND(10.0%)

10,001 - 20,000 VND(9.2%)

Under 10,000 VND (1.0%)

32.7%

3. Price for buying laundry detergent Based on Chi-Square test, age and SEC have relationship with the price of buying laundry detergent

Q. Please tell us how much you usually pay for 1 time of buying laundry detergent? [SA] Based n=1,048

[Figure 3.2] Chi-Square Test for Age and SEC groups

A Chi-Square test for laundry detergent by age group

A Chi-Square test for laundry detergent by SEC group


71.2% respondents aged over 30 usually buy laundry detergent with the price of More than 100,000 VND. The percentage for this price range has a sign of decreasing by age.

Older respondents tend to pay much more money

[Figure 3.3] Price for buying laundry detergent – By age

Q. Please tell us how much you usually pay for 1 time of buying laundry detergent?[SA] Based n=1,048Q. Please tell us your age? [SA] Based n=1,048

16 - 19 years old (n=88)

20 - 25 years old (n=474)

26 - 30 years old (n=295)


4.5 0.8 0.3 0.5

25.0

11.65.1 2.1

12.5

13.9

8.12.1

14.8

16.9

11.9

6.8

10.2

16.7

16.9

17.3

33.040.1

57.671.2

More than 100,000 VND

50,000 - 100,000 VND

30,001 - 50,000 VND

20,001 - 30,000 VND

10,001 - 20,000 VND

Under 10,000 VND

Unit: %


As shown in the figure below, high-income respondents are willing to pay much more money on buying laundry detergent. Meanwhile, the lower group seems to spend considerably less money.

Income is highly related to price for buying laundry detergent

[Figure 3.4] Price for buying laundry detergent – By SEC

Q. Please tell us how much you usually pay for 1 time of buying laundry detergent?[SA] Based n=1,048Q. Please tell us your monthly household income? [SA] Based n=1,048

Lower (n=239) Middle (n=435) Upper (n=374)2.5 0.7 0.3

20.1

7.4 4.3

12.1

10.87.8

15.5

14.9

10.4

13.8

18.4

15.5

36.047.8

61.8

More than 100,000 VND

50,000 - 100,000 VND

30,001 - 50,000 VND

20,001 - 30,000 VND

10,001 - 20,000 VND

Under 10,0000 VND

Unit: %

4. Places for buying laundry detergent

Over 4/5 respondents choose Supermarket as their regular purchasing channel, followed by Grocery with 68.4%. Only 1.3% of the respondents buy laundry detergent Introduced by PGs at home.

Supermarket and Grocery are top two places for buying laundry detergent

[Figure 4.1] Places for buying laundry detergent

Q. Please tell us where you usually buy laundry detergent? [MA] Based n=1,048

1

2

3

4

5

6

7

8

Supermarket (87.7%)

Grocery (68.4%)

Market (29.7%)

Commercial center / shopping mall (19.9%)

Dealer (15.2%)

Consumer product fair (7.0%)

Online shopping (1.6%)

Introduced by PGs at home (1.3%)

Unit: %


Generally, Supermarket scores the highest in the groups of 20 years old and over except the youngest group. In the youngest group, Grocery accounts for a more purchases compared to Supermarket.

Grocery is the top choice for the youngest group

[Figure 4.2] Places for buying laundry detergent – By age

Q. Please tell us where you usually buy laundry detergent? [MA] Based n=1,048Q. Please tell us your age? [SA] Based n=1,048

1.1

2.3

2.3

17.0

19.3

29.5

75.0

78.4

16 - 19 years old (n=88)

6.4

0.7

1.4

13.2

22.0

26.4

89.8

67.5

26 - 30 years old (n=295)

8.4

2.6

1.6

19.9

23.0

26.2

92.7

55.5


Grocery

Supermarket

Market

Commercial centerDealer

Introduced by PGs at homeOnline shopping

Consumer product fair

7.8

1.7

1.1

14.1

17.5

33.1

86.7

72.4

20 - 25 years old (n=474)

Unit: %


Regardless of income, Supermarket and Grocery still score the highest among places. Online shopping and Introduced by PGs at home seem not to be popular for buying laundry detergent.

SEC does not affect on purchase channel

[Figure 4.3] Places for buying laundry detergent – By SEC

Q. Please tell us where you usually buy laundry detergent? [MA] Based n=1,048Q. Please tell us your monthly household income? [SA] Based n=1,048

0

0.8

4.2

11.3

14.6

30.1

74.1

82.4

Lower (n=239)

2.1

2.1

8.0

15.2

18.6

32.2

70.6

86.9

Middle (n=435)

1.3

1.6

7.5

17.6

24.9

26.5

62.3

92.0

Upper (n=374)

Supermarket

Grocery

Market

Commercial centerDealer

Consumer product fairOnline shopping

Introduced by PGs at home

Unit: %

PART II: AWARENESS OF LAUNDRY DETERGENT

5. Awareness of laundry detergent

In fact, OMO gains an amazing percentages in all awareness level with 87.0% TOM, 88.6% Spontaneous and 100.0% Total awareness. The following brands are Tide, Viso and Surf in terms of Total awareness, but their TOM and Spontaneous cannot be comparative with OMO.

OMO is leading laundry detergent market

[Figure 5.1] Awareness of laundry detergent

Q. Please tell us what brands of laundry detergent in Vietnam that you think of? [FA] Based n=1,048Q. Please tell us all of the laundry detergent brands you know in the list below? (Including brands you mentioned in the above question)? [MA] Based n=1,048

TOM SpontaneousTotal

awareness

5.7

1.0

2.1

10.7

14.5

18.4

6.9

17.0

19.9

23.1

88.6

34.0

46.8

33.9

62.3

69.1

69.4

33.7

84.8

93.1

96.9

100.0

Others

BIG C

Co.op mart

Daso

LIX

VÌ DÂN

NET

Surf

Viso

Tide

OMO

0.0

0.0

0.1

0.2

0.4

0.4

0.6

0.8

1.6

9.0

87.0

Unit: %


Almost all respondents know OMO when mentioning about laundry detergent brands in Vietnam. Also, this brand is deeply rooted in the mind of the surveyed consumers with high TOM’s percentages.

OMO is very familiar to all generations

[Figure 5.2] Awareness of laundry detergent– By age

OMO Tide Viso Surf NET VÌ DÂN

LIX Daso Co.op mart

BIG C Others

TOM 88.5 8.5 1.4 0.70000000000000

1

0.70000000000000

1

0.3 0 0 0 0 0

Total un-aided

91.2 20 19 12.5 8.8 18.6 19 12.2 3.4 1.7 6.1

Total aware-ness

100 98 94.6 84.7 40 67.8 75.9 69.8 33.9 44.7 35

Figure 5.2.3: 26 - 30 years old (n=295)


LIX Daso Co.op mart

BIG C Others

TOM 76.4 16.8 3.7 0.5 0.5 1.6 0 0.5 0 0 0

Total unaided 78 30.4 19.9 13.6 6.3 13.6 15.2 12 2.6 1 6.1

Total aware-ness

100 98.4 93.7 67 47.6 57.1 77 73.8 41.4 44.5 34.9

Figure 5.2.4: Over years old (n=191)


LIX Daso Co.op mart

BIG C Others

TOM 89.2 7 1.1 1.1 0.4 0 0.8 0.2 0.2 0 0

Total unaided 90.3 23 21.5 21.5 6.3 20.9 12.7 10.5 1.3 0.8 5.5

Total aware-ness

100 96.8 92.2 91.4 26.4 74.3 62.9 57.6 31.9 50.8 35.7



LIX Daso Co.op mart

BIG C Others

TOM 93.2 4.5 1.1 0 1.1 0 0 0 0 0 0

Total unaided 94.3 18.2 14.8 14.8 4.5 14.8 8 3.4 1.1 0 1.1

Total aware-ness

100 90.9 92 88.6 21.6 75 62.5 37.5 28.4 36.4 18.2


Unit: %Q. Please tell us what brands of laundry detergent in Vietnam that you think of? [FA] Based n=1,048Q. Please tell us all of laundry detergent brands you know in the list below? (Including brands you mentioned in the above question)? Q. Please tell us your age? [SA] Based n=1,048


As shown in the chart below, respondents in all SEC groups know OMO and recall it as their TOM with very high percentage compared to other brands.

Regardless of income, OMO still dominates laundry detergent market

[Figure 5.3] Awareness of laundry detergent – By SEC


LIX Daso Co.op mart

BIG C Others

TOM 85 11.8 1.3 0.3 0.3 1.1 0.3 0 0 0 0

Total unaided 86.6 23 17.1 12.6 5.6 16.8 14.4 9.1 1.3 1.1 2.5

Total aware-ness

100 97.6 94.7 82.9 36.6 67.6 72.7 65.2 38.8 48.7 34.5

Figure 5.3.3: Upper (n=374)


LIX Daso Co.op mart

BIG C Others

TOM 87.8 7.8 2.3 0.5 0.70000000000000

1

0 0.2 0.5 0.2 0 0

Total unaided 89.4 23.4 22.1 18.2 8 19.3 15.2 10.8 3 1.4 8.7

Total aware-ness

100 97.5 90.6 84.1 32.9 69.4 68 62.5 31.5 46 36.3

Figure 5.3.2: Middle (n=435)


LIX Daso Co.op mart

BIG C Others

TOM 88.7 6.7 0.8 2.1 0.8 0 0.8 0 0 0 0

Total unaided 90.4 22.6 20.5 21.8 6.7 19.2 13.4 13 1.7 0.4 4.4

Total aware-ness

100 95 95.4 89.1 30.5 72 65.3 57.3 30.5 45.2 28.4

Figure 5.3.1: Lower (n=239)

Unit: %Q. Please tell us what brands of laundry detergent in Vietnam that you think of? [FA] Based n=1,048Q. Please tell us all of laundry detergent brands you know in the list below? (Including brands you mentioned in the above question)? Q. Please tell us your monthly household income? [SA] Based n=1,048

PART III: HABIT OF BUYING LAUNDRY DETERGENT

6. Trial brands

OMO still keeps the highest percentage in terms of trial brands, followed by Tide, Viso and Surf with respective percentage of 89.3%, 60.9% and 51.8%.

OMO scores highest at 99.4%

[Figure 6.1] Trial brands

Q. Please tell us what brands of laundry detergent you have used? [MA] Based n=1,048Q. Please tell us your age?[SA] Based n=1,048

89.3%Tide 60.9%Viso 51.8%Surf

28.5%VÌ DÂN 26.3%LIX 13.5%Daso

9.2%NET 7.2%Big C 6.3%Co.op mart

2.9%Others

99.4%OMO

Unit: %

6. Trial brands

As can be seen in the chart below, OMO and Tide are the top two brands which have been used by all age groups. At third place, relatively more respondents from the two groups of 25 years old and under have used Surf whereas more respondents aged 26 and over have used Viso.

There is a slight difference among age groups

[Figure 6.2] Trial brands – By age

Q. Please tell us what brands of laundry detergent you have used? [MA] Based n=1,048Q. Please tell us your age?[SA] Based n=1,048

OMO Tide Viso Surf VÌ DÂN LIX Daso NET BIG C CO.OP MART

Others OMO Tide Viso Surf VÌ DÂN LIX Daso NET BIG C CO.OP MART

Others

Total

99.4 89.3 60.9 51.8 28.5 26.3 13.5 9.2 7.2 6.3 2.9

16 - 19 years old (n=88)

98.9 76.1 51.1 51.1 27.3 18.2 4.5 4.5 2.3 6.8 0

20 - 25 years old (n=474)

99.6 86.9 57.6 63.7 31.9 23.4 10.3 7.4 8 5.7 4.5

26 - 30 years old (n=295)

100 92.9 66.1 46.1 29.2 29.2 15.9 7.8 8.5 5.4 1


98.4 95.8 65.4 31.4 19.9 33 21.5 17.8 5.2 8.9 2.6

Unit: %

6. Trial brands

Almost all of the respondents of each SEC group have used OMO with the respective percentage of 100%, 99.3% and 99.2%, followed by Tide and Surf. There is one thing worth noticing for Surf, as relatively more respondents from the Lower income group have tried this brand compared to those from the other two groups.

Income does not have significant effect on trial brands

[Figure 6.3 ] Trial brands – By SEC

Q. Please tell us what brands of laundry detergent you have used? [MA] Based n=1,048Q. Please tell us your monthly household income? [SA] Based n=1,048

OMO Tide Viso Surf VÌ DÂN

LIX Daso NET BIG C CO.OP MART

Others OMO Tide Viso Surf VÌ DÂN

LIX Daso NET BIG C CO.OP MART

Others

Total

99.4 89.3 60.9 51.8 28.5 26.3 13.5 9.2 7.2 6.3 2.9

Lower (n=239)

100 82.4 62.8 65.3 34.3 27.2 11.3 8.4 7.9 7.5 2.1

Middle (n=435)

99.3 90.3 58.2 49.7 28.5 25.1 13.6 9.9 7.8 6.2 3.2

Upper (n=374)

99.2 92.5 62.8 45.7 24.9 27.3 14.7 8.8 5.9 5.6 2.9

Unit: %

7. Brands used in the last 3 months

Nearly 9 out of 10 surveyed people have used OMO in the last 3 months. The next brand is Tide with 42.6%. Daso gains the lowest percentage of 0.3%.

OMO has been used by 87.1% respondents in the last 3 months

[Figure 7.1] Brands used in the recent 3 months

Q. Please tell us what brands of laundry detergent you have used in recent 3 months? [MA] Based n=1,048Q. Please tell us your age?[SA] Based n=1,048

87.1%

42.6%

14.8%

9.8%

3.8% 2.4%

1.8%

1.3%

0.8%

0.3%

Big C

Co.op mart

NET

DasoOM

O Tide

Surf

Viso

LIX VÌ DÂN

Others

0.6%

Unit: %


Regardless of age, OMO is still at top choice of most respondents, followed by Tide. At the third place, Surf seems to be more preferred by younger groups (25 years old and under) while Viso has more votes from the group of 26 years old and over.

Over 80% of the respondents in all age groups have used OMO in the last 3 months

[Figure 7.2] Brands used in the recent 3 months – By age

Q. Please tell us what brands of laundry detergent you have used in recent 3 months? [MA] Based n=1,048Q. Please tell us your age?[SA] Based n=1,048

Others

Daso

NET

BIG C

Co.op mart

VÌ DÂN

LIX

Viso

Surf

Tide

OMO

0.0

0.0

2.3

0.0

3.4

2.3

6.8

12.5

20.5

29.5

87.5

2.7

0.2

0.6

1.7

2.1

2.3

2.7

7.8

20.5

37.3

88.6

2.3

0.0

0.3

2.0

0.7

2.4

4.4

10.8

9.2

46.4

87.8

0.0

1.0

1.0

0.0

2.1

2.6

4.2

12.0

6.8

55.5

82.2

16 – 19 years old

20 – 25 years old

26 – 30 years old

Over 30 years old

Unit: %


While Tide and OMO are preferred to other brands by higher income groups, Surf looks to be used more by lower income group.

There is a slight difference among SEC groups

[Figure 7.3] Brands used in the recent 3 months – By SEC

Others

Daso

NET

BIG C

Co.op mart

VÌ DÂN

LIX

Viso

Surf

Tide

OMO

0.4

0.0

0.4

0.8

1.7

2.5

5.9

10.0

23.4

36.8

85.4

1.2

0.5

0.9

0.9

2.3

2.5

2.8

9.4

14.7

41.4

86.4

0.0

0.3

0.8

2.1

1.3

2.1

3.7

10.2

9.4

47.6

89.0

Lower (n=239) Middle (n=435) Upper (n=374)

Q. Please tell us what brands of laundry detergent you have used in recent 3 months? [MA] Based n=1,048Q. Please tell us your monthly household income? [SA] Based n=1,048

Unit: %

8. Latest brand bought

The percentage of using OMO in the last time comes at 71.2% of the respondents. The following brand is Tide with 16.9% compared to 4.9% of Surf in the third place.

More than 7 out of 10 surveyed people used OMO in the last time

[Figure 8.1] Latest brand bought

Q. Please tell us laundry detergent brand you bought in the last time? [SA] Based n=1,048

OMO (71.2%)

Viso (2.4%)

Co.op mart (0.7%)

Tide (16.9%)

LIX (2.2%)

BIG C (0.5%)

Surf (4.9%)

VÌ DÂN (0.7%)

NET (0.3%)

Daso (0.0%) Others (0.4%)

Unit: %


As shown in the chart below, relatively fewer respondents aged over 30 years old have used OMO in the last time than the younger age groups. In addition, the percentage of using Tide has a direct relationship with age whereas Surf has an inverse relationship with age.

There is a quite difference among age groups

[Figure 8.2] Latest brand bought - By age

Others

Daso

NET

BIG C

VÌ DÂN

CO.OP MART

LIX

Viso

Surf

Tide

OMO

0.0

0.0

1.1

0.0

0.0

2.3

2.3

3.4

9.1

10.2

71.6

1.2

0.0

0.2

0.4

0.4

0.6

1.7

2.1

6.8

13.1

73.8

1.0

0.0

0.0

1.0

1.0

0.3

3.1

2.0

2.0

19.0

71.5

0.0

0.0

0.5

0.0

1.0

0.5

2.1

3.1

2.6

26.2

63.9

16 – 19 years old

20 – 25 years old

26 – 30 years old

Over 30 years old

Q. Please tell us laundry detergent brand you bought in the last time? [SA] Based n=1,048Q. Please tell us your age?[SA] Based n=1,048

Unit: %


The respective usage percentages of OMO by Lower, Middle and Upper group are shown at 69.5%, 72.2% and 71.1%. The two next brands are Tide and Surf that have a sign of increasing by income.

Nearly 70% respondents used OMO in the last time

[Figure 8.3] Latest brand bought – By SEC

Q. Please tell us laundry detergent brand you bought in the last time? [SA] Based n=1,048Q. Please tell us your monthly household income? [SA] Based n=1,048

Others

Daso

NET

BIG C

VÌ DÂN

CO.OP MART

LIX

Viso

Surf

Tide

OMO

0.4

0.0

0.4

0.4

0.8

0.4

3.3

2.1

8.8

13.8

69.5

0.6

0.0

0.5

0.2

0.9

0.9

0.9

2.5

4.8

16.3

72.2

0.0

0.0

0.0

0.8

0.3

0.5

2.9

2.4

2.4

19.5

71.1


Unit: %

9. Brand is used most often

74.6% of the respondents choose OMO as the brand they used most often, the next one is Tide with 16.0%. Daso has the lowest percentage when there is no respondent choosing it.

OMO still keeps the leading position in terms of brands used most often

[Figure 9.1] Brand is used most often

Q. Amongst brands you used, what brand you use most often? [SA] Based n=1,048

Others

Daso

NET

VÌ DÂN

Co.op mart

BIG C

LIX

Viso

Surf

Tide

OMO

0.0%0.1% 0.1% 0.3% 0.4% 0.4% 1.1% 2.3% 2.9% 16.0% 76.4%

Unit: %


As shown in the chart below, the percentage of using OMO goes down by age. Conversely, Tide looks more often used by elder groups (26 years old and over) than younger groups (16 – 25 years old).

Younger respondents tend to buy OMO more than elder ones.

[Figure 9.2] Brand is used most often – By age

OMO Tide Surf Viso LIX BIG C Co.op mart

VÌ DÂN

NET Daso Others OMO Tide Surf Viso LIX BIG C Co.op mart

VÌ DÂN

NET Daso Others

Total

76.4 16 2.9 2.3 1.1 0.4 0.4 0.3 0.1 0 0.1

16 - 19 years old (n=88)

83 13.6 1.1 2.3 0 0 0 0 0 0 0

20 - 25 years old (n=474)

79.7 11.2 4.6 1.7 1.3 0.2 0.60000000000000

1

0.2 0.2 0 0.2

26 - 30 years old (n=295)

74.6 18.3 1.7 2.4 2 0.70000000000000

1

0 0.3 0 0 0


68.1 25.7 1 3.7 0 0.5 0.5 0.5 0 0 0

Q. Amongst brands you used, what brand you use most often? [SA] Based n=1,048Q. Please tell us your age?[SA] Based n=1,048

Unit: %


The respective percentages of Tide by Lower group, Middle group and Upper group are 13.4%, 15.4% and 18.4%. Besides, the percentage of using OMO is not different among income groups.

The percentage of using Tide seems to be increased by income

[Figure 9.3] Brand is used most often – By SEC

OMO Tide Surf Viso LIX BIG C Co.op mart

VÌ DÂN

NET Others Daso OMO Tide Surf Viso LIX BIG C Co.op mart

VÌ DÂN

NET Others Daso

Total

76.4 16 2.9 2.3 1.1 0.4 0.4 0.3 0.1 0.1 0

Lower (n=239)

76.2 13.4 5 1.7 2.1 0.4 0.4 0.4 0.4 0 0

Middle (n=435)

76.6 15.4 3 3 0.5 0.2 0.70000000000000

1

0.5 0 0.2 0

Upper (n=374)

76.5 18.4 1.3 1.9 1.3 0.5 0 0 0 0 0

Q. Amongst brands you used, what brand you use most often? [SA] Based n=1,048Q. Please tell us your monthly household income? [SA] Based n=1,048

Unit: %

10. Purchase intention

Intention of buying OMO is extremely high with the mean score of 4.78, tightly followed by Tide with 4.10. This data evinces that Tide may become a strong competitor of OMO in the future.

OMO and Tide are competing for market leading position

[Figure 10.1] Intention of buying recognized brands

Q. Please let us know your intention towards to the brands you know in the future? [Matrix SA] Based n=1,048Q. Please tell us your age? [SA] Based n=1,048

OMO Tide Surf Viso CO.OP MART

LIX NET BIG C Daso VÌ DÂN

4.78

4.10

3.39 3.383.10 3.01 2.91 2.90 2.83 2.79

Based on a 5 point scale: 1_Definitely will not buy, 2_Maybe will not buy, 3_Neutral, 4_ Maybe will buy, 5_ Definitely will buy


While other age groups consider between OMO and Tide with high mean score of over 4.0, the youngest group (16 – 19 years old) considerably prefer OMO over Tide with 4.75 over 3.86.

OMO is still hot in the future with the mean score of nearly 5.0

[Figure 10.2] Intention of buying recognized brands – By age

Q. Please let us know your intention towards to the brands you know in the future? [Matrix SA] Based n=1,048Q. Please tell us your age? [SA] Based n=1,048

OMO

Tide

Viso

Surf

NET

Co.op mart

LIX

VÌ DÂN

Daso

Big C

OMO

Tide

Viso

Surf

NET

Co.op mart

LIX

VÌ DÂN

Daso

Big C

OMO

Tide

Viso

Surf

NET

Co.op mart

LIX

VÌ DÂN

Daso

Big C

OMO

Tide

Viso

Surf

NET

Co.op mart

LIX

VÌ DÂN

Daso

Big C

4.753.863.813.403.213.162.982.922.762.72

4.804.023.363.502.883.073.012.812.812.88

4.774.133.323.222.783.102.892.892.742.85

4.764.363.513.353.043.143.192.903.013.11

16 – 19 years old (n = 88)

20 – 25 years old (n = 474)

26– 30 years old (n = 295)

Over 30 years old (n = 191)


As can be seen in the chart , mean score of OMO in each SEC group is surprisingly higher than other brands. Tide is the next desirable brand with mean score of around 4.00.

All SEC groups choose OMO and Tide as their future brands

[Figure 10.3] Intention of buying recognized brands – By SEC

Q. Please let us know your intention towards to the brands you know in the future?[Matrix SA] Based n=1,048 Q. Please tell us your monthly household income? [SA] Based n=1,048

OMO

Tide

Surf

Viso

Co.op mart

LIX

NET

BIG C

Daso

VÌ DÂN

OMO

Tide

Viso

Surf

NET

Co.op mart

LIX

VÌ DÂN

Daso

Big C

OMO

Tide

Viso

Surf

NET

Co.op mart

LIX

VÌ DÂN

Daso

Big C

4.724.003.543.303.103.102.842.922.832.81

4.804.113.393.342.992.922.992.802.762.74


OMO

Tide

Viso

Surf

NET

Co.op mart

LIX

VÌ DÂN

Daso

Big C

4.804.153.293.483.203.042.862.992.892.84

PART IV: BRAND LOYALTY AND CUSTOMER ATTITUDES TOWARD LAUNDRY DETERGENT

11. Loyal users

According to the data below, 69.8% of the respondents is loyal to OMO, followed by Tide (15.0%). Besides OMO and Tide, the loyalty towards Co.op mart has increased more than other brands, however, its awareness is low.

Obviously, OMO keeps leading position in term of consumer’s loyalty

[Figure 11] Loyal users

Loyal users are defined as consumers who have tried with this brand, have used the brand as main brand and definitely continue using the brand in the future.

OMO

Tide

Co.op mart

Surf

LIX

BIG C

Viso

NET

VÌ DÂN

Daso

69.8%

15.0%

6.1%

5.0%

3.6%

2.7%

2.8%

1.0%

0.7%

0.0%

Unit: %

12. Lapsed users

Similarly, Daso and LIX are the two next brands that have higher percentage of lapsed users than other brands. In contrast, this percentage of OMO is very low with 0.8%.

It is clear that VÌ DÂN has the highest number of lapsed users (13.4%)

[Figure 12] Lapsed users

Lapsed users are defined as consumers who have tried and definitely will not buy the brand in future.

VÌ DÂN

Daso

LIX

Viso

Co.op mart

Surf

NET

Tide

Big C

OMO

13.4%

9.2%

6.2%

4.7%

4.5%

3.1%

3.1%

1.4%

1.3%

0.8%

Unit: %

13. Refusal users

More than a half of the surveyed people refuses the four brands Daso, Big C, NET and Co.op mart. No respondents would refuse OMO.

There is a sharp difference among laundry detergent brands

[Figure 13] Refusal users

Refusal users are defined as consumers who have not tried and definitely will not buy the brand in future.

Daso

Big C

NET

Co.op mart

LIX

VÌ DÂN

Surf

Viso

Tide

OMO

60.2%

59.4%

55.2%

52.7%

47.8%

46.4%

24.9%

21.9%

3.9%

0.0%

Unit: %

14. Potential users

The next brand is Big C with 25.3%. Without these two brands above, OMO is grown up 0.6% for this potential user segmentation.

Co.op mart’s score the highest at 27.8%

[Figure 14] Potential users

Potential users are defined as consumers who have not tried and will buy the brand in future.

Co.op mart

Big C

Daso

NET

LIX

Surf

Viso

VÌ DÂN

Tide

OMO

27.8%

25.3%

18.2%

17.6%

14.1%

14.1%

12.7%

12.5%

3.9%

0.6%

Unit: %

15. The importance of laundry detergent attributes

Among attributes, the highest mean score goes to Product quality, which is quoted by 3.78 point. The next highest is Brand which comes at 3.26 point and Price is next at 3.20 point. By contrast, the lowest is Advertising at 2.43 point.

Product quality is most important than other attributes by respondents’ viewpoint

[Figure 15.1] The importance of laundry detergent attributes

Q. Please tell us your estimate to some attributes of laundry detergent? [Matrix SA] Based n=1,048

Product quality

Brand

Price

Promotion

Product distribution

Advertising

Activity for community

3.78 point

3.26 point

3.20 point

2.94 point

2.75 point

2.61 point

2.43 point1 - Not that

important

4 - Extremely

important

Based on a 4 point scale


The figure table illustrates the differences among age group. Product quality is most likely to choose by respondents with mean score around 3.80 point. Other important attributes are Brand, Price and Promotion.

There are a few differences among age groups

[Figure 15.2] The importance of laundry detergent attributes – By age

Product quality

Brand

Price

Promotion


Advertising


16 - 19 years old

(n=88)

3.72

3.26

3.18

3.00

2.76

2.48

2.35

3.74

3.28

3.17

2.95

2.71

2.61

2.43

20 – 25 years old

(n=474)

26 - 30 years old

(n=295)

Over 30 years old

(n=191)

3.82

3.20

3.19

2.79

2.71

2.62

2.44

3.81

3.32

3.30

3.08

2.93

2.68

2.43

Q. Please tell us your estimate to some attributes of laundry detergent? [Matrix SA] Based n=1,048Q. Please tell us your age?[SA] Based n=1,048


According to the figures, there is no difference among SEC groups. The Product quality still keep the leading position in terms of laundry detergent attributes. The next highest is Brand, followed by Price.

Generally, the importance of attributes is similar among SEC groups

[Figure 15.3] The importance of laundry detergent attributes – By SEC

Product quality

Brand

Price

Promotion


Advertising


Lower(n=374)

3.82

3.26

3.20

2.97

2.79

2.67

2.47

3.77

3.28

3.22

2.92

2.75

2.62

2.41

Middle(n=435)

Upper(n=239)

3.71

3.24

3.16

2.90

2.71

2.51

2.39

Q. Please tell us your estimate to some attributes of laundry detergent? [Matrix SA] Based n=1,048Q. Please tell us your monthly household income? [SA] Based n=1,048

16. Consumer attitudes toward attributes

Price attribute of OMO averages at 3.53 and is the lowest compared to other brands when mentioning Price despite of its higher remaining attributes. Meanwhile, belief index of Surf is the highest with the mean score of 3.75 point.

OMO has the strongest advantage in all attributes except Price

[Figure 16.1] Consumer attitudes toward attributes

Q. Please tell us your credibility level with the attributes corresponding to each of laundry detergent brand? [Matrix SA] Based n=1,048

Surf OMO Tide Daso

3.44 4.51 3.98 3.07

3.52 4.53 4.07 3.14

3.75 3.53 3.57 3.58

3.18 3.70 3.43 2.83

3.16 3.76 3.39 3.00

3.67 4.22 3.93 3.46

3.76 4.38 3.99 3.00

Product quality

Price


Advertising

Promotion

Brand


Based on strength of belief measure with 5 point scale: 1_Very bad, 2_Bad, 3_Neither bad or good, 4_Good, 5_Very good

16. Consumer attitudes toward attributes

Applying Multi Attributes Approach Fishbein, the surveyed consumers think that the OMO brand is better than Tide, Surf and Daso, as shown by comparison of the attitudes of total for all four brands, namely the OMO brand for 85.99 point, Tide brand for 79.10 point, Surf brand for 73.23 point and Daso brand by 66.19 point.

Consumer attitudes are quite positive toward attributes attached brands

[Figure 16.2] Consumer attitudes toward attributes

Q. Please tell us your estimate to some attributes of laundry detergent? [Matrix SA] Based n=1,048Q. Please tell us your credibility level with the attributes corresponding to each of laundry detergent brand? [Matrix SA] Based n=1,048

85.99 point

79.10 point

73.23 point

66.19 point

1

2

3

Consumer attitudes toward laundry detergent attributes are the attributes of consumer response to the laundry detergent expressed in 7 statements that are divided in two categories as:

Firstly: Importance of attributes by consumers1_Not that important, 2_A little important, 3_Quite important, 4_Extremely important

Secondly: Consumers’ credibility toward attributes1_Very bad, 2_Bad, 3_Neither bad or good, 4_Good, 5_Very good

W&S Company Limited 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 130,000 members panel with various segmentations across Vietnam.

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