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[Vietnam] Where and what do the Vietnamese rich buy ? – Survey results of purchasing stores and categories

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In November 2020, Intage Vietnam conducted a survey on the shopping trends of affluent Vietnamese in urban areas. (Hanoi and Ho Chi Minh City, monthly income over 100,000 yen: 600 respondents)
　The top places to buy products in each category were supermarkets for food (98%) and daily necessities (90%), and convenience stores/mini-marts for beverages (98%). In shopping malls/centers/department stores, the top five categories were fashion (92%), shoes/bags/suitcases (73%), window shopping (87%), entertainment (70%), and accessories (48%). In "E-commerce," fashion (92%) is the top category, and it seems that apparel and other items are mostly purchased through e-commerce and shopping malls.
　In descending order of purchase amount per time, shopping malls/centers/department stores: 2,001,000 to 3,000,000 VND (37%); supermarkets: 1,001,000 to 2,000,000 VND (42%); e-commerce: 500,000 to 1,000,000 VND (43%); convenience stores/mini-marts: 200,000 to 300,000 VND (26%). ～Convenience store/mini-mart" topped the list at 200,000 to 300,000 VND (26%).
　Analysis by city shows that Hanoi has a high percentage of entertainment (89%) and shoes, bags and suitcases (91%) in "shopping malls/centers/department stores," while Ho Chi Minh City has 51% and 54%, so there is a big difference.
　In Hanoi, daily necessities (83%) were the most commonly purchased items at convenience stores/mini-marts, more than double the rate in Ho Chi Minh City (37%). In terms of "e-commerce," Hanoi's appetite for food (40%) and beverages (24%) was strong (8% and 4% in Ho Chi Minh City).

Source: ACCESS, a monthly magazine (March 2021 issue)

Translated with AI Translator

  • Intage Inc

    Author profile
    (Mr.) Masami Negishi

    He is the Managing Director of INTAGE VN. After taking charge of overseas research at INTAGE Japan, he was engaged in supporting INTAGE INDIA. After that, he was transferred to INTAGE VN, where he has been since November 2015. He has given many lectures and conference papers, and holds an MBA. For more information on the report, search "VIEVIEW" on the web service slideShare.
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  • Intage Inc

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    Intage Inc.
  • Apr 12, 2021
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