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[Vietnam] Survey through trying products of Japanese companies at “AJIMI” store – package & description grab hearts of VN consumers

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Intage Vietnam opened "AJIMI," an interactive space at AEON MALL Binh Tan in Ho Chi Minh City, where visitors can taste and sample products mainly from Japanese companies that have not yet entered the Vietnamese market, for a limited time until June 26, and where it is possible to obtain data on Vietnamese consumers' attitudes and behavior. As of April 20, 2012, the number of respondents was 1,860.

As of April 20, according to 172 respondents, 94% of them had a favorable impression of Japan, and 70% were Japanophiles who visit the restaurant at least once a week. Of the approximately 30 items, the top five tasted and sampled were "Soybean Meat Fried Chicken," "Green Tea Anmitsu Chocolate," "Non-alcoholic Umeshu (Japanese plum wine)," "Ume Soda," and "Milk Chocolate.

The top reasons for selecting these products were "I like the package," "I thought the product looked tasty when I saw the introduction," and "The introduction of the production area is attractive." The top "I like the package" choices were "Soybean Meat Fried Chicken" at 44% and "Matcha Anmitsu Chocolate" at 41%. Non-alcoholic Umeshu (plum wine)" was selected by 30% of the respondents for "I thought the product looked tasty" and "the introduction of the place of origin is attractive.

Analysis of these data shows that "attractive packaging" is important in attracting the interest of Vietnamese consumers. In addition, if the product and its place of origin are communicated in easy-to-understand Vietnamese, it will be easier to reach the trial stage.

The next step, continuous purchase, will require product and branding capabilities that convey a sense of quality, taste, novelty, and new experience. There is plenty of room for food and beverage products that have not yet entered the Vietnamese market to make their way into the lives of Vietnamese people.

“Survey through trying products of Japanese companies at “AJIMI” store – package & description grab hearts of VN consumers”- Source: monthly magazine ACCESS (May 2022)

  • 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

    Editor profile
    Intage Inc.

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  • Jun 14, 2022
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