Consumers elsewhere may not think twice, for some reasons, before making a purchase, but this does not seem to be the case for Vietnamese consumers. The latest survey by German market research firm GfK has showed that Vietnamese consumers are much more cautious in comparison with the average global consumer, and that the Vietnamese pay very close attention to health and safety factors.
More than half (55%) of the Vietnamese respondents polled by GfK said that they spend quite a lot of time researching brands, 12 percent higher than the global average, the firm said Friday in a press release.
Over 62% said they always read the product label before buying, compared to just 41 percent globally.
“Where and how a product was made are important to me” is also a statement agreed on by nearly seven out of ten (68%) in Vietnam – almost twice as much as the global average of 35 percent.
“Vietnamese tend to be more careful, especially in the area of food safety after a series of health scares which took place earlier this year,” commented Van Tran Khoa, Managing Director of GfK in Vietnam. “Relative to other countries, people in Vietnam seem to be showing higher levels of anxiety towards issues related to health and security.”
Three-quarters of the Vietnamese surveyed expressed that they are always concerned about their safety and security. When it comes to food safety, a high level of 76 percent said they worry about how safe the food they buy is, and about contaminated food and drinks.
These findings are much higher than global averages of 58 and 36 percent respectively, GfK remarked.
Also relating to health, 90 percent said they are interested in food and drinks that bring medical/health benefits, significantly higher by 29 percent as compared with the global average who shared the same sentiments.
The brand of a product also has a higher impact on consumers’ purchase decisions in this country, as consumers here tend to be more brand conscious, with more than 63% saying they buy only from a trusted brand. A similar level (60%) said that it is better to buy well-known brands because they can rely on the quality.
About 1,500 Vietnamese consumers aged 15 or older participated in the January-February survey, which was also conducted in 27 other countries and territories around the world.
Đăng ký: VietNam News
