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) |