Kết nối nghiên cứu với thực tiễn
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Báo cáo Điều tra TD TP HN và TP HCM (TA)
12 | 11 | 2007

2008 Survey Report: FOOD CONSUMPTION IN HANOI AND HO CHI MINH CITY FACTS AND OUTLOOK

Vietnam food market has experienced a great deal of complicated fluctuations in 2008 in both supply and demand. Epidemic situation and prolonged cold spell in the beginning of the year has largely affected to the supply in the short-run. Prolonged inflation and rising fuel price prompted to soar foodstuff prices and the rising concern about food safety issues that have largely impacted on domestic food consumption. Furthermore, by 2009 Vietnam will officially open its door for foreign investors to participate in retail market in accordance with WTO commitments. Those substantial changes of the food market have made companies to readjust their business strategies. One of the main basis for the success of the business strategy is to have thorough understandings on consumers for food. The fact is that the year 2008 is very different from years before and consumers now are different from consumers before.

Taking grasp of food consumers’ demands, tastes and habits in the current context plays a very important role in the success of processors, traders and food distributors. For the first time in Vietnam, Vietnam’s Food Consumption Report is prepared by Information Centre for Agriculture and Rural Development (AGROINFO), an independent market research institution of the Ministry of Agriculture and Rural Development. The report will bring out comprehensive, detailed, updated and reliable information on food demand in Hanoi and Ho Chi Minh City, the two main markets in Vietnam.

Key highlights

§ Supply updated information on some key food consumption indicators, including quantity, value and expenditure structures.

§ Provide a comprehensive analysis on household food consumption behaviors in the urban areas including demands, tastes, habits of choosing products, brands, outlets…

§ Analyze factors that impact on behaviors, consumption trends toward most famous brand names in Vietnam such as Vissan, Ha Long Canfoco, Duc Viet, Cau Tre, Hien Thanh, CP, Starfood, Agifish, Seaspimex,…

§ Reveal consumers’ opinions on distribution channels namely Metro Cash&Carry, Big C, Hapro, Saigon Co.op Mart, Fivi Mart, and Intimex…

Benefits for enterprises

  • Supply overall view on food consumption; contribute to the production plan for short term (price’s impacts, diseases and food consumption in Lunar New Year 2009) and long-term.
  • Take grasp of consumption demands and tastes for food categories, which plays a key role in assisting enterprises to launch best products that suit consumers’ demands and take a dominant position in the market.
  • Help enterprises to select the best distributors which are now consumers’ favorites.
  • Support marketing strategies, affirm and promote brands, products, prices and distribution.

Basic Information

  • Summary report : 70 pages
  • Full report: 120 pages (50 pages on data, correlative analysis among age, income, academic qualifications and locations in Hanoi or Ho Chi Minh City).
  • Report will be published in English and Vietnamese.
  • 4-color printed cover page (twist binding).

Release date:

November 2008 for Vietnamese version

January 2009 for English version

Price:
2.000.000 VND for Vietnamese summary version

4.000.000 VND for Vietnamese full report version

200 USD for English summary version

Form of payment: Account transfer

For further information, kindly contact our customer services section:

Ms. Tran Thi ThuTrang
Tel: (84.4) 39725153 – Fax: (84.4) 39726949
Email:
banhang_agro@yahoo.com

Hỗ trợ trực tuyến



ho tro truc tuyen
For further information, kindly contact our customer services section
Tel: (84.4) 39725153 – Fax: (84.4) 39726949
Email: banhang_agro@yahoo.com


2008 Survey Report

FOOD CONSUMPTION IN HANOI AND HO CHI MINH CITY FACTS AND OUTLOOK

TABLE OF CONTENTS

PART 1. INTRODUCTION

I. INTRODUCTION OF SURVEY

II. OBJECTIVE

III. HYPOTHESES

III. RESEARCH METHOD

1. Methods

1.1. Secondary analysis

1.2. In-depth interview

2. Sampling method

2.1. Sample size

2.2. Sampling method

3. Survey area

PART II. SUMMARY

PART III. MAIN CONTENT

I. OVERVIEW OF ECONOMY-SOCIETY

1. Vietnam’s economy and society

2. Hanoi’s economy-society in the first 9 months, 2008

3. Ho Chi Minh City’s economy-society in the first 9 months, 2008

I. INFORMATION ON CONSUMERS

1. Gender

2. Ages

3. Educational level

4. Occupation

5. Household income

6. Household size

III. BEHAVIOR AND HABIT OF FOOD CONSUMPTION

1. Overview of food consumption

1.1. Food consumption in Hanoi, Ho Chi Minh City and nationwide in 2006

1.2. Food consumption in Hanoi and Ho Chi Minh City in 2008

2. Food consumption habit

2.1. Food consumption habit

2.2. Use level of several fresh and processed foodstuffs

2.3. Occasions to use foods

3. Epidemics and the issue of safe food consumption

3.1. Changes in consumption behavior as a result of epidemics

3.2. Consumption rate of safe/organic foods

3.3. Norms of food sanitation safety according to consumers

3.4. Reasons why consumers have not used/ never use safe/organic foods

4. The habit of selecting distribution channels

4.1. The habit of selecting food distribution channels

4.2. Times consumers go to market/supermarket

4.3. Means of transport consumers use to go shopping for foods

4.4. How do consumers like a food place?

4.5. Consumers’ assessments of some current main food distribution channels

4.5.1. Metro Cash & Carry food distribution channel

4.5.3. Coo-op Mart supermarket chain

4.5.4. FiviMart supermarket chain

5. Product advertising and marketing

5.1. The most effective product advertising and marketing channel for food consumers

5.2. The most favorite customer-care pattern to food consumers

5.3. The most favorite methods of sales promotion for food consumers

6. Change of consumer behavior due to impacts of pricehike

IV. CONSUMPTION PRACTICE OF SOME BRANDED FOODS

1. Consumption of fresh food products

1.1. Consumption of pork at markets, supermarkets and pork of Vissan, Duc Viet, CP

1.2. Beef consumption

1.3. Consumption of poultry of Huynh Gia Huynh De, CP and poultry sold at markets

1.4. Consumption of fresh aquacultural products

2. Consumption of processed products

2.1. Consumption of smoked tender meat of Vissan, Duc Viet, and ong gia IKA

2.2. Consumption of meat pies of Vissan, Duc Viet, Cau Tre, Viet Huong

2.3. Consumption of canned meat of Ha Long Canfoco, Vissan, Duc Viet, Hien Thanh

2.4. Consumption of Duc Viet, Vissan, Cau Tre,IKA sausages

V. FOOD CONSUMPTION DURING 2009 TET FESTIVAL

1. Estimated food consumption during 2009 Tet festival

2. Consumption trend of some food brands during Tet festival

REFERENCES

APPENDICES

SEVERAL FOOD DISTRIBUTION CHANNELS

LIST OF FIGURES

LIST OF FIGURES

Figure 1.2. Consumption price index in first 9 months, 2008 (last month= 100%)

Figure 1.3. Hanoi populations in the period of 2000-2007 (thousand people)

Figure 1.4. Ho Chi Minh populations in the period of 2000 - 2007 (thousand people)

Figure 2.1. Structure of consumers by gender and age group

Figure 2.2. Consumer’s educational level and occupation

Figure 2.3. Average income of households by groups

Figure 2.4. Distribution of household income levels

Figure 3.1. Per capita monthly average food consumption in Hanoi, Ho Chi Minh and nationwide

Figure 3.2. per capita annual average food expense in Hanoi, Ho Chi Minh and nationwide (thousand VND)

Figure 3.3. Monthly average food consumption per household (thousand VND)

Figure 3.4. The importance of criteria when purchasing foodstuffs (Consumer’s assessment score)

Figure 3.7. Use level of fresh foodstuffs in Hanoi and Ho Chi Minh households (percentage of sampling consumers)

Figure 3.8. Use level of processed foodstuffs in Hanoi and Ho Chi Minh households (percentage of sampling consumers)

Figure 3.9. The use of fresh foods in some occasions (percentage of respondents)

Figure 3.10. Consumers use poultry in some occasions (percentage of respondents)

Figure 3.11. Impacts of diseases on the change of consumer behavior (percentage of respondents)

Figure 3.12. Proportion of households who have used organic/safe foods based on age groups (percentage of respondents)

Figure 3.13. Proportion of households who have used organic/safe foods based on income levels (percentage of respondents)

Figure 3.15. Main reasons why consumers have not used/never use organic foods (percentage of respondents)

Figure 3.16. A common price of 5-10 percent higher for organic foods against conventional ones paid by consumers (percentage compared to ordinary days)

Figure 3.17. Traditional markets have still been the most important fresh food consumption channel (percentage of respondents)

Figure 3.18. Supermarkets are the best choice for enterprises engaged in processed foods to deliver these products to consumers (percentage of respondents)

Figure 3.20. Means of transport consumers use to go to food places (percentage of respondents)

Figure 3.21. Important criteria in consumers’ opinion for food distribution channel of supermarket (percentage of respondents)

Figure 3.22. Consumers’ assessments of Metro Cash & Carry food distribution system (percentage of respondents)

Figure 3.23. Consumers’ assessments of Big C food distribution system (percentage of respondents)

Figure 3.24. Consumers’ assessments of Coo-op Mart food distribution system (percentage of respondents)

Figure 3.25. Consumers’ assessments of FiviMart food distribution system (percentage of respondents)

Figure 3.26. The most effective product advertising and marketing channel for food consumers (percentage of respondents)

Figure 3.27. Information advertising channels of consumers in Hanoi and HCM City (percentage of respondents)

Figure 3.28. The most favorite customer-care pattern for food consumers (rating point given by consumers)

Figure 3.29. The most favorite types of sales promotion for food consumers (percentage of respondents)

Figure 3.30. Consumers change their consumption behavior due to impacts of price increase (percentage of respondents)

Figure 3.31. Volume reduction rate or spending increase rate for some key foods to cope with consumption pricehike (percentage compared to normal consumption)

Figure 3.32. Proportion of consumers previously using pork in markets, supermarkets, and pork of Vissan, Duc Viet, CP (percentage of respondents)

Figure 3.33. Proportion of consumers previously using pork in markets, supermarkets, pork of Huynh Gia Huynh De, CP, and imported pork (percentage of respondents)

Figure 3.34. Consumer assessments of Vissan sausage (percentage of respondents)

Figure 3.35. Consumption of some main foods per capita during Tet festival (kg per person; chicken and duck eggs counted by unit)

Figure 3.36. Estimated consumption of some main foods during 2009 Tet festival (percentage of respondents)

Figure 3.37. Proportion of consumers who plan to buy pork brands for 2009 Tet festival (percentage of respondents)



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