View report (English) - W&S|Online Market Research in Vietnam
View report (English) - W&S|Online Market Research in Vietnam
View report (English) - W&S|Online Market Research in Vietnam
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REPORT ON SANITARY NAPKIN MARKET 2012<br />
RESEARCH INFORMATION<br />
1. <strong>Research</strong> methodology: Quantitative - Onl<strong>in</strong>e<br />
2. Tim<strong>in</strong>g: 15th - 20th November 2012<br />
3. Sample size: 302<br />
4. <strong>Research</strong> area: Nationwide<br />
5. Target respondents: Female aged 16 years old and above<br />
6. Purpose: To understand about sanitary napk<strong>in</strong> market <strong>in</strong> <strong>Vietnam</strong>.<br />
EXECUTIVE SUMMARY<br />
Accord<strong>in</strong>g to the research result with 302 female members of V<strong>in</strong>aresearch.net, there are the follow<strong>in</strong>g ma<strong>in</strong><br />
po<strong>in</strong>ts:<br />
1. Kotex and Diana are top two lead<strong>in</strong>g brands <strong>in</strong> term of brand awareness with 99.3% and 99.0%<br />
respectively.<br />
When mention<strong>in</strong>g about current sanitary napk<strong>in</strong> brands <strong>in</strong> <strong>Vietnam</strong>, 52.6% of 302 surveyed respondents<br />
firstly thought about [Kotex], the follow<strong>in</strong>g is [Diana] with 41.4%. However, total awareness of [Diana]<br />
seems to be a little bit higher than [Kotex] by 0.3%.<br />
2. Kotex is mostly used among regular brands.<br />
Based on the research result, 82.8% chose [Kotex] as one of regular sanitary napk<strong>in</strong> brands.<br />
3. Kotex and Diana have equal percentage of us<strong>in</strong>g as ma<strong>in</strong> brand.<br />
Percentage of us<strong>in</strong>g [Kotex] and [Diana] as ma<strong>in</strong> brand is equivalent. This proves that these two brands<br />
are directly competitors <strong>in</strong> term of quantity of consumers <strong>in</strong> <strong>Vietnam</strong> market.<br />
4. More than 50% is loyal to current brand even though they used another brand <strong>in</strong> the past.<br />
When ask<strong>in</strong>g about the last ma<strong>in</strong> brand, most respondents used [Another brand] beside the current brand<br />
(account for 77.8%). Amongst previous brands, [Kotex] was mostly chosen <strong>in</strong> the past.<br />
Regard<strong>in</strong>g <strong>in</strong>tention of switch<strong>in</strong>g to use another brand <strong>in</strong> the future, 61.6% of 302 respondents chose their<br />
current brand. However, there is still 38.4% choos<strong>in</strong>g another brand <strong>in</strong> the future, and [Whisper] was<br />
mostly considered by these respondents, account for 36.2%<br />
5. Kotex's advertisement has the highest recognition.<br />
[Kotex's advertisement] has the highest frequency of view<strong>in</strong>g compared to other brands, account for<br />
96.0%. The follow<strong>in</strong>g is [Diana] with slight percentage variance of 3%.
6. Absorption rate is the most important factor <strong>in</strong> choos<strong>in</strong>g sanitary napk<strong>in</strong> product.<br />
80.5% over 302 respondents agreed that [Absorption rate] was very important. The follow<strong>in</strong>g are [Orig<strong>in</strong>]<br />
and [Suitable size].<br />
7. Doctor / Professionals of healthcare is the most reliable source when gett<strong>in</strong>g advice of choos<strong>in</strong>g<br />
sanitary napk<strong>in</strong> brand.<br />
When search<strong>in</strong>g <strong>in</strong>formation about sanitary napk<strong>in</strong> product, the most reliable source is [Doctor /<br />
Professionals of healthcare], account for 59.6%.<br />
8. Supermarket is the most common place for buy<strong>in</strong>g sanitary napk<strong>in</strong> product.<br />
The most chosen place is [Supermarket] with 70.2%. There is a few people buy<strong>in</strong>g sanitary napk<strong>in</strong> product<br />
through [Website] or [Imported goods sell<strong>in</strong>g stores].<br />
9. Daily sanitary napk<strong>in</strong> is used by more than 50% surveyed people.<br />
Besides menstrual sanitary napk<strong>in</strong> (Daytime), [Daily sanitary napk<strong>in</strong>] is also rather preferred, account for<br />
67.9%.
RESEARCH FINDINGS<br />
1.Kotex and Diana are top two lead<strong>in</strong>g brands <strong>in</strong> term of brand awareness with 99.3% and 99.0% respectively<br />
When mention<strong>in</strong>g about current sanitary napk<strong>in</strong> brands <strong>in</strong> <strong>Vietnam</strong>, 52.6% of 302 surveyed respondents firstly<br />
thought about [Kotex], the follow<strong>in</strong>g is [Diana] with 41.4%. However, total awareness of [Diana] seems to be<br />
a little bit higher than [Kotex] by 0.3%.<br />
Q1. When mention<strong>in</strong>g about sanitary napk<strong>in</strong>, what brand comes to your m<strong>in</strong>d firstly?<br />
TOTAL TOM SPONTANEOUS<br />
n=302 n=302 n=299<br />
Unit: %<br />
Whisper<br />
64.2<br />
Whisper<br />
3.0<br />
Whisper<br />
16.1<br />
Laurier<br />
75.2 Laurier<br />
1.0<br />
Laurier<br />
19.1<br />
Diana<br />
Diana 99.3<br />
41.4<br />
Diana<br />
54.5<br />
Kotex<br />
Kotex 99.0<br />
52.6 Kotex<br />
45.5<br />
.0 40.0 80.0<br />
.0 20.0 40.0 60.0<br />
.0 20.0 40.0 60.0<br />
2. Kotex is mostly used among regular brands.<br />
Based on the research result, 82.8% chose [Kotex] as one of regular sanitary napk<strong>in</strong> brands.<br />
Q3. What brands you use often?<br />
100.0<br />
n=302<br />
80.0<br />
82.8<br />
79.5<br />
60.0<br />
40.0<br />
20.0<br />
18.9<br />
15.2<br />
.0<br />
Kotex Diana Laurier Whisper<br />
Unit: %
3. Kotex and Diana have equal percentage of us<strong>in</strong>g as ma<strong>in</strong> brand.<br />
Percentage of us<strong>in</strong>g [Kotex] and [Diana] as ma<strong>in</strong> brand is equivalent. This proves that these two brands are<br />
directly competitors <strong>in</strong> term of quantity of consumers <strong>in</strong> <strong>Vietnam</strong> market.<br />
60.0<br />
Q4. What brand you use most often?<br />
n=302<br />
47.7<br />
46.0<br />
40.0<br />
20.0<br />
.0<br />
2.3 2.0<br />
Kotex Diana Laurier Whisper<br />
Unit: %<br />
4. More than 50% is loyal to current brand even though they used another brand <strong>in</strong> the past.<br />
When ask<strong>in</strong>g about the last ma<strong>in</strong> brand, most respondents used [Another brand] beside the current brand<br />
(account for 77.8%). In which,Amongst previous brands, [Kotex] was mostly chosen <strong>in</strong> the past.<br />
Unit: %<br />
Unit: %<br />
Q7a. What was your ma<strong>in</strong> brand<br />
before chang<strong>in</strong>g to the current<br />
brand?<br />
50.0<br />
40.0<br />
41.7<br />
32.8<br />
30.0<br />
22.2<br />
77.8<br />
20.0<br />
10.0<br />
9.8<br />
8.1<br />
The same<br />
Another brand<br />
.0<br />
Kotex Diana Laurier Whisper<br />
n=302 n=235
Regard<strong>in</strong>g <strong>in</strong>tention of switch<strong>in</strong>g to use another brand <strong>in</strong> the future, 61.6% of 302 respondents chose their<br />
current brand. However, there is still 38.4% choos<strong>in</strong>g another brand <strong>in</strong> the future, and [Whisper] was<br />
mostly considered by these respondents, account for 36.2%<br />
Unit: %<br />
Q13. What brands you <strong>in</strong>tend to<br />
use <strong>in</strong> the future?<br />
Unit: %<br />
40.0<br />
36.2<br />
30.0<br />
27.6<br />
29.3<br />
25.0<br />
38.4<br />
20.0<br />
61.6<br />
10.0<br />
Not have <strong>in</strong>tention<br />
Intend to change<br />
.0<br />
Kotex Diana Laurier Whisper<br />
n=302 n=116<br />
5. Kotex's advertisement has the highest recognition.<br />
[Kotex's advertisement] has the highest frequency of view<strong>in</strong>g compared to other brands, account for<br />
96.0%. The follow<strong>in</strong>g is [Diana] with slight percentage variance of 3%.<br />
Q21. The follow<strong>in</strong>g is current brands <strong>in</strong> <strong>Vietnam</strong>. Please tell us what<br />
brands you saw / were heard of their advertisement?<br />
100.0<br />
96.0 93.4<br />
n=302<br />
80.0<br />
60.0<br />
73.5<br />
62.3<br />
40.0<br />
20.0<br />
.0<br />
Kotex Diana Laurier Whisper<br />
Unit: %<br />
6. Absorption rate is the most important factor <strong>in</strong> choos<strong>in</strong>g sanitary napk<strong>in</strong> product.<br />
80.5% over 302 respondents agreed that [Absorption rate] was very important. The follow<strong>in</strong>g are [Orig<strong>in</strong>]<br />
and [Suitable size].
Q15. Please tell us how much you feel important about sanitary napk<strong>in</strong><br />
product's features?<br />
Not important at all Not important Neutral / Normal Important Very important<br />
n=302<br />
Consultant's attitude<br />
37.7<br />
33.4<br />
21.2<br />
Size<br />
5.3<br />
38.4<br />
53.6<br />
Ambassador<br />
51.0<br />
17.9<br />
6.3<br />
Promotion campaign<br />
30.5<br />
42.1<br />
21.5<br />
Advertisement<br />
48.0<br />
28.1<br />
8.6<br />
Distribution channel<br />
42.7<br />
29.1<br />
11.3<br />
Package design<br />
47.4<br />
29.8<br />
12.6<br />
Absorption rate<br />
2.3<br />
14.9<br />
80.5<br />
Quantity of each pack<br />
34.8<br />
36.4<br />
19.5<br />
Price<br />
22.2<br />
40.7<br />
32.8<br />
Orig<strong>in</strong><br />
9.6<br />
27.8<br />
59.3<br />
Brand<br />
15.2<br />
40.1<br />
39.4<br />
Unit: %<br />
7. Doctor / Professionals of healthcare is the most reliable source when gett<strong>in</strong>g advice of choos<strong>in</strong>g<br />
sanitary napk<strong>in</strong> brand.<br />
When search<strong>in</strong>g <strong>in</strong>formation about sanitary napk<strong>in</strong> product, the most reliable source is [Doctor / Professionals<br />
of healthcare], account for 59.6%.<br />
Q16. In your op<strong>in</strong>ion, how much credibilty for each of the follow<strong>in</strong>g<br />
<strong>in</strong>formation sources?<br />
Very <strong>in</strong>credible Incredible Neutral / Normal Credible Very credible<br />
Doctor / Professional of healthcare 8.3 30.5<br />
59.6<br />
Go around convenient store<br />
Go around supermarket<br />
6.0<br />
6.6<br />
60.3<br />
49.7<br />
26.5<br />
33.1<br />
5.3<br />
8.3<br />
Flyer<br />
21.2<br />
60.3<br />
9.6<br />
Other websites 13.6<br />
63.6<br />
16.6<br />
Newspaper / Magaz<strong>in</strong>e 9.3<br />
50.0<br />
31.8 5.0<br />
Advertis<strong>in</strong>g on TV 11.9<br />
51.0<br />
25.5 7.6<br />
Salesperson at grocery 10.3<br />
58.3<br />
24.8<br />
Salesperson at supermarket 7.3<br />
57.0<br />
29.1 5.6<br />
Friend / Colleague 12.6<br />
46.7<br />
40.4<br />
Family and relative .7 10.6<br />
38.1<br />
49.7<br />
Forum and website for female only 5.0 25.8<br />
51.3<br />
15.2<br />
Onl<strong>in</strong>e search eng<strong>in</strong>e 11.3<br />
53.6<br />
22.8<br />
n=302<br />
Unit: %
8. Supermarket is the most common place for buy<strong>in</strong>g sanitary napk<strong>in</strong> product.<br />
The most chosen place is [Supermarket] with 70.2%. There is a few people buy<strong>in</strong>g sanitary napk<strong>in</strong> product<br />
through [Website] or [Imported goods sell<strong>in</strong>g stores].<br />
Q11. In the latest purchase, where you bought sanitary napk<strong>in</strong> product?<br />
100.0<br />
n=302<br />
80.0<br />
60.0<br />
70.2<br />
57.9<br />
40.0<br />
20.0<br />
.0<br />
Supermarket Grocery Convenient<br />
store<br />
19.5 18.2<br />
<strong>Market</strong><br />
5.6<br />
Healthcare<br />
product<br />
sell<strong>in</strong>g store<br />
1.7 .3<br />
Imported<br />
product<br />
sell<strong>in</strong>g store<br />
Website<br />
Unit: %<br />
9. Daily sanitary napk<strong>in</strong> is used by more than 50% surveyed people.<br />
Besides menstrual sanitary napk<strong>in</strong> (Daytime), [Daily sanitary napk<strong>in</strong>] is also rather preferred, account for<br />
67.9%.<br />
100.0<br />
Q8. What k<strong>in</strong>d of sanitary napk<strong>in</strong> you usually buy?<br />
91.1<br />
n=302<br />
80.0<br />
67.9<br />
60.0<br />
58.3<br />
40.0<br />
20.0<br />
.0<br />
Daily sanitary napk<strong>in</strong><br />
Menstrual sanitary napk<strong>in</strong><br />
(Daytime)<br />
Menstrual sanitary napk<strong>in</strong><br />
(Nighttime)<br />
Unit: %
RESPONDENT INFORMATION<br />
35.0<br />
30.0<br />
25.0<br />
20.0<br />
15.0<br />
10.0<br />
5.0<br />
.0<br />
10.6<br />
16 - 19<br />
years old<br />
23.5<br />
20 - 24<br />
years old<br />
29.1<br />
25 - 29<br />
years old<br />
23.5<br />
Unit: %<br />
13.2<br />
30 - 34 35 years<br />
years old old and<br />
above<br />
40.4<br />
19.9<br />
Area<br />
39.7<br />
Unit: %<br />
Northern<br />
Middle<br />
Southern<br />
CONTACT INFORMATION<br />
W&S Company Limited<br />
Address: Room A, Floor 10, 40 Pham Ngoc Thach Street, Ward 6, District 3, Ho Chi M<strong>in</strong>h City, <strong>Vietnam</strong>.<br />
Phone: (08) 38 223 215 Fax: (08) 38 223 216<br />
E-mail: <strong>in</strong>fo@v<strong>in</strong>aresearch.jp<br />
The copyright of this <strong>report</strong> belongs to W&S Company Limited. The results (analyz<strong>in</strong>g, word<strong>in</strong>g,<br />
data, tables and graphs) of this survey can be publicly used, but must be cited and sourced<br />
from W&S Company Limited (also <strong>in</strong>clude its website address http://v<strong>in</strong>aresearch.jp).