TH TRNG DU N VIT NAM 09.

2012

Copyright W&S Company Limited - 2012

Thng tin nghin cu

Thi gian kho st Tng mu Gii tnh Tui Tiu chun

: 06.08 12.08.2012 : 200 : N : T 20 tr ln : Ngi nu n v quyt nh chnh nhn hiu du n.

Khu vc nghin cu : H Ni v Tp. H Ch Minh Mc tiu nghin cu : Tm hiu th trng du n ti Vit Nam v nghin cu v

tng sn phm du n mi.

ng dng phng php nghin cu kt hp ranking conjoint analysis

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Tm tt nghin cu
Kt qu kho st 200 ngi c nu n v quyt nh chnh nhn hiu du n cho thy: Neptune v Tng An l hai nhn hiu du n ph bin nht vi tng nhn bit trn 90%. K n l Simply v Meizan vi tng nhn bit kh cao ln lt l 87.5% v 81.5%.

Vi nhn bit u tin v khng tr gip, Tng An l nhn hiu c n tng mnh nht i
vi p vin Tp. H Ch Minh, trong khi Neptune v Simply li ni tri hn ti H Ni.

Gn 1/3 p vin tham gia kho st cho bit h s dng nhn hiu Neptune trong vic ch bin cc ba n ca gia nh.

Trong khi nhm tui t 20 29 kh a chung nhn hiu Neptune (39.0%), th nhm tui t 30 tr ln ch yu li s dng du n hiu Tng An (29%).

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Tm tt nghin cu
Khi so snh nhn hiu du n c s dng chnh gia cc vng, Simply v Neptune kh ph bin ti H Ni trong khi a phn ngi dn khu vc H Chi Minh s dng du n Tng An.

1/5 ngi tiu dng tham gia kho st cho bit h ch trung thnh vi 1 nhn hiu du n
duy nht. Trong , hai nhn hiu c tin dng nht l Tng An v Neptune.

C n 66% c nh chuyn sang nhn hiu du n khc trong ln mua ti. c bit, gn mt na p vin u tin chn hai nhn hiu Simply v Neptune.

2 a im hng u c cc ch em ni tr tin dng chn mua du n l siu th v cc ca hng tp ha truyn thng gn nh. Trong , t l mua ti ca hng tp ha ca ngi dn khu vc H Ni v nhm tui trn 30 c phn vt tri so vi cc i tng cn li.

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Tm tt nghin cu
Du u nnh, Du m, Du liu v Du u phng l 4 loi du n ph bin nht. Trong , Du u nnh v Du liu c cc ch em ni tr nh gi l hai loi du tt nht ch bin cc mn n c li cho sc khe ca gia nh.

Nghin cu cng ng thi a ra cc sn phm du n mi cha c mt trn th trng

o lng mc yu thch ca ngi tiu dng (NTD) theo 3 tiu ch chnh l: Dung tch Gi c v Xut x. Kt qu phn tch cho thy: Loi du n c va, dung tch 1 lt c a chung hng u. 42.000 ng / lt l mc gi c chp nhn nhiu nht. NTD u tin du n sn xut trong nc v a s u t chi s dng / xp hng du n Trung Quc cui cng trong danh sch chn la.

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BO CO CHI TIT
1. Nhn bit chung v nhn hiu v chng loi du n 2. Thi quen v hnh vi tiu dng 2.1. Nhn hiu s dng 2.2. a im mua sm 3. Sn phm du n mi

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Nhn bit nhn hiu Tng

Neptune v Tng An l hai nhn hiu du n c nhn bit tt nht, ng u v c nhn bit u tin (trn 34%) v tng nhn bit (trn 90%). K n l Simply v Meizan vi tng nhn bit kh cao ln lt l 87.5% v 81.5%.
98.0% 96.0% 87.5% 81.5%

62.0%
52.5% 44.0% 36.0% 27.5% 14.0% 7.5% Ci Ln 12.0%

Neptune

Tng An Tng nhn bit

Simply

Meizan

Marvela

Nhn bit u tin

Nhn bit khng tr gip

Da trn: N=200,p vin l ngi la chn nhn hiu du n chnh, n v tnh: %

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Nhn bit nhn hiu Theo tui

Gia cc nhm tui khng c s khc bit r rt v nhn bit nhn hiu cc loi du n. Tuy nhin, mc nhn bit ca Meizan cao hn mt t nhm 20 - 29, v Marvela ph bin hn vi nhm trn 30 tui.
Nhm tui 20 - 29
96.0% 39.0% 32.0% 96.0% 41.0% 38.0% 88.0% 34.0% 18.0% Simply 87.0% 63.0% 18.0% 4.0% Meizan 11.0% 2.0% Ci Ln Tng nhn bit

47.0%
8.0% 1.0% Marvela

Nhn bit u tin Nhn bit khng tr gip

Tng An

Neptune

Nhm tui 30 tr ln
97.0% 96.0% 87.0% 77.0% 61.0% 28.0% 21.0% 58.0% 16.0% 1.0% Marvela Tng nhn bit Nhn bit u tin 11.0% 1.0% Meizan 2.0% 4.0% Ci Ln Nhn bit khng tr gip

37.0%

50.0%
34.0% 27.0%

Tng An

Neptune

Simply

Da trn: N=200, Tui 20-29 (n=100), Tui 30 tr ln (n=100), n v tnh: %

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Nhn bit nhn hiu Theo khu vc

Khi xt v nhn bit u tin v khng tr gip, trong khi Tng An c nhn bit nhiu nht Tp. H Chi Minh, th Neptune v Simply li chim u th hn ti H Ni.
Thnh ph H Ni
94.0% 40.0% 99.0% 46.0% 44.0% 96.0% 37.0% 40.0%

88.0% 64.0% 22.0% 2.0% Meizan 8.0% Ci Ln 47.0% 1.0%7.0% Marvela Tng nhn bit Nhn bit u tin Nhn bit khng tr gip

9.0%
Tng An Neptune

Simply

Thnh ph H Chi Minh

99.0% 60.0% 33.0% 97.0% 44.0% 22.0% Neptune 79.0% 18.0% 6.0% Simply 76.0%

60.0% 4.0% 7.0% Ci Ln

58.0%
17.0% 1.0% Marvela

3.0% 7.0% Meizan

Tng nhn bit Nhn bit u tin Nhn bit khng tr gip

Tng An

Da trn: N=200, H Ni (n=100), Tp.H Ch Minh (n=100), n v tnh: %

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Nhn bit chng loi Chung

Du u nnh, Du m, Du liu v Du u phng l 4 loi du n c nhn bit nhiu nht bi ch em ni tr.
90.5%

85.5%

83.5%

59.5% 46.5% 44.0%

39.0% 31.0%

10.5%

6.0%

Du u Du m Du liu Du u Du da Du Ci du / Du c Hn hp nnh phng hng Ht ci dng du

Da trn: N=200,p vin l ngi la chn nhn hiu du n chnh, n v tnh: %

Olein

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Nhn bit chng loi Tt cho sc khe

Trong , h nh gi Du u nnh v Du liu l hai loi du tt nht ch bin cc mn n c li cho sc khe ca gia nh.

Du u nnh (48.5%)

Du liu (32.5%)

Du m 4.5%

Du u phng 4.0%

Du hng dng 4.0%

Da trn: N=200,p vin l ngi la chn nhn hiu du n chnh, n v tnh: %

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Du tt cho sc khe u nnh

L do bn chn du u nnh l tt nht cho sc khe gia nh bn?

V u nnh l loi ng cc ph bin Vit nam, chit xut t ht u nnh t nhin nn c th yn tm n khng cha qu nhiu cht c hi trong qu trnh lu gi bo qun!

Du u nnh quen thuc cng nh hp khu v vi ngi dn Vit Nam, tt cho sc kho.

u nnh rt tt cho tim mch v h tiu ha. n du u nnh phng trnh nguy c t qu v huyt p cao.

Du u nnh (48.5%)

Du u nnh c cha nhiu Omega 3, l du thc vt v thch hp cho ngi n chay, n king

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Du tt cho sc khe Du liu

L do bn chn du liu l tt nht cho sc khe gia nh bn?

V c thy cng dng du trn bo nn ti thng s dng nu bt v cho cho con

Du oliu l 1 loi sn phm cc k tt cho sc khe (khng cha cholestoron, nhiu dinh dng) v c lm p. iu c khoa hc kim chng!

Du oliu rt giu polyfenola, thnh phn gip chng xy ho gip ngn qu trnh lo ha cho c th con ngi, c bit l ln da.

Du liu (32.5%)
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Cha nhiu Omega 3,6,9, vitamin E l nhng cht c li cho sc khe

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BO CO CHI TIT
1. Nhn bit chung v nhn hiu v chng loi du n 2. Thi quen v hnh vi tiu dng 2.1. Nhn hiu s dng 2.2. a im mua sm 3. Sn phm du n mi

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Nhn hiu ang s dng Tng

Trong s 200 ch em ni tr c kho st, gn 1/3 cho bit Neptune l nhn hiu du n chnh s dng trong ch bin cc ba n hng ngy ca h.

32.5%

26.0%

25.0%
Da trn: N=200,p vin l ngi la chn nhn hiu du n chnh, n v tnh: %

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Nhn hiu ang s dng Theo tui

Trong khi nhm tui t 20 29 kh a chung nhn hiu Neptune (39.0%), th nhm tui t 30 tr ln li s dng du n hiu Tng An nhiu nht (29%).

39.0%

25.0% 23.0%

26.0%

29.0% 25.0%

Neptune
Simply Tng An 20 - 29 tui
Da trn: N=200, Tui 20-29 (n=100), Tui 30 tr ln (n=100), n v tnh: %

T 30 tr ln

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Nhn hiu ang s dng Theo khu vc

C s khc nhau r rt v nhn hiu du n c nhiu ngi s dng theo vng Khu vc H Ni: ch yu dng Simply v Neptune Khu vc H Chi Minh: a phn s dng Tng An

Neptune

Simply

Tng An

Nhn hiu khc

H Ni

42.0%

39.0%

8.0% 11.0%

Tp. H Ch Minh

23.0%

11.0%

44.0%

22.0%

Da trn: N=200, H Ni (n=100), Tp.H Ch Minh (n=100), n v tnh: %

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Nhn hiu ang s dng Theo thu nhp

Trong khi Tng An l nhn hiu c s dng nhiu nht trong nhm thnh phn kinh t C, t l s dng nhn hiu du n ny trong nhm B li thp hn hn so vi Simply.

20.0%
32.0%

29.0% 21.0%

32.0%

33.0%

C B (Thu nhp c h gia (Thu nhp c h gia nh hng thng t 10 nh hng thng t 10 triu tr xung) triu tr ln)
Da trn: N=200,p vin l ngi la chn nhn hiu du n chnh, n v tnh: %

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Nhn hiu trc y nhm trung thnh

20% trong tng s 200 ch em ni tr tham gia kho st cho bit h ch trung thnh vi 1 nhn hiu du n duy nht. Trong , Tng An l nhn hiu c tin dng nhiu nht, k tip l Neptune.

55.0% 42.5%

80.0%

20.0%
17.5% 2.5% 2.5% 2.5%

Trc gi ch dng mt nhn hiu Trc y c dng nhn hiu khc

Da trn: N=200, n v tnh: % Da trn: N=40 ngi trung thnh vi 1 nhn hiu, n v tnh: %

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Nhn hiu trc y nhm trung thnh

Kho st cho thy, trong nhm ny, c 6 ngi tip tc trung thnh vi nhn hiu hin ti th 4 ngi s chuyn sang nhn hiu du n khc trong ln mua k tip.

nh chuyn nhn hiu du n khc Nhm trung thnh Khng c nh chuyn nhn hiu 60.0% C nh chuyn nhn hiu 40.0% Trc gi ch dng mt nhn hiu Trc y c dng nhn hiu khc

80.0%

20.0%

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Nhn hiu c nh chuyn Tng

C tng cng 66% c nh chuyn sang nhn hiu du n khc. Trong , gn 45% u tin hai nhn hiu Simply v Neptune.

Khng c nh chuyn sang nhn hiu khc C nh chuyn sang nhn hiu khc

34.0%

24.2%
66.0%

Nhn hiu khc 36.4%

20.5% 7.6% 11.4%

Trong s nhng nhn hiu m bn bit, nhn hiu no bn d nh mua trong ln ti?
Da trn: N=200,p vin l ngi la chn nhn hiu du n chnh, n v tnh: %

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BO CO CHI TIT
1. Nhn bit chung v nhn hiu v chng loi du n 2. Thi quen v hnh vi tiu dng 2.1. Nhn hiu s dng 2.2. a im mua sm 3. Sn phm du n mi

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a im mua sm Tng
Siu th l a im hng u c ch em ni tr tin dng chn mua du n.

Ch 3.0%

Ca hng tin li 4.5%

Ca hng tp ha 20.0%

Siu th 72.0%

Da trn: N=200,p vin l ngi la chn nhn hiu du n chnh, n v tnh: %

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a im mua sm Theo khu vc

Sau siu th, ngi tiu dng c xu hng mua du n ti cc ca hng tp ha gia nh, gn nh. T l ny ti H Ni c phn cao hn ti Tp.HCM.

42.4% 57.6%

H Ni
Tp. H Ch Minh

32.5% H Ni Tp. H Ch Minh

Da trn: N=200, H Ni (n=100), Tp.H Ch Minh (n=100), n v tnh: %

67.5%

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a im mua sm Theo nhm tui

Nhm tui trn 30 c t l mua du n ti cc ca hng tp ha cao hn gp 1.5 ln nhm tui t 20 29.

Siu th 72.0%

20 29 tui: 47.2% 30 tui tr ln: 57.6%

Ca hng tp ha 20.0%

20 29 tui: 37.5%

30 tui tr ln: 62.5%

Da trn: N=200, H Ni (n=100), Tp.H Ch Minh (n=100), n v tnh: %

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BO CO CHI TIT
1. Nhn bit chung v nhn hiu v chng loi du n 2. Thi quen v hnh vi tiu dng 2.1. Nhn hiu s dng 2.2. a im mua sm 3. Sn phm du n mi

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Sn phm du n mi a thch Tng

Du n vi xut x trong nc, dung tch 1 lt v gi 42.000 VN/lt l sn phm c chn nhiu nht.
(Thng qua phng php phn tch kt hp conjoint analysis trn 16 loi sn phm du n mi.)
Trong nc |1 lt |42.000 VN / lt Trong nc |1 lt |40.000 VN / lt Chu u |1 lt |42.000 VN / lt Trong nc |2 lt |42.000 VN / lt Trong nc |2 lt |40.000 VN / lt
7.01 2.62 10.0 10.5 11.0

10.4
10.3

5 loi du n u tin nht

Chu |2 lt |40.000 VN / lt Trung Quc |1 lt |42.000 VN / lt Trung Quc |1 lt |40.000 VN / lt Trung Quc |2 lt |42.000 VN / lt Trung Quc |2 lt |40.000 VN / lt
1 : Km u tin nht - 16: u tin nht

5 loi du n km u tin nht

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2.37 2.27 2.05

Da trn: N=200,p vin l ngi la chn nhn hiu du n chnh, n v tnh: Trung bnh

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Sn phm du n mi a thch Theo yu t

Du n sn xut trong nc c nh gi cao v a s mi ngi u t chi s dng / xp du n Trung Quc cc hng u tin cui cng. 1 lt l dung tch c u tin la chn 42.000 ng / lt l mc gi hp l nht

10.44

9.74 7.49

7.8

7.2

7.7

7.3

2.33

Trong nc

Chu u

Chu

Trung Quc

1 lt

2 lt

42.000 VN / 40.000 VN / lt lt

Da trn: N=200,p vin l ngi la chn nhn hiu du n chnh, n v tnh: Trung bnh

1 : Km u tin nht - 16: u tin nht

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Sn phm du n mi a thch Theo tui

Nhm 20 29 tui

10.4

9.6 7.7

8.0

7.7 7.0

7.3

2.3

Trong nc Chu u

Chu

Trung Quc

1 lt

2 lt

42.000 VN / lt 40.000 VN / lt

Nhm t 30 tui tr ln

10.4

9.9 7.3 2.4 7.6 7.4

7.7

7.3

Trong nc Chu u

Chu

Trung Quc

1 lt

2 lt

42.000 VN / lt 40.000 VN / lt 1 : Km u tin nht - 16: u tin nht

Da trn: N=200, Tui 20-29 (n=100), Tui 30 tr ln (n=100), n v tnh: Trung bnh

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Kt lun
Qua kt qu nghin cu nhanh v du n da trn 200 p vin: Neptune, Tng An v Simply l ba nhn hiu ng u th trng hin nay, xt trn nhn bit nhn hiu v mc s dng du n.

Tng An c bit c tin dng vi nhm tiu dng thnh ph H Ch Minh v ch em ni tr t

30 tui tr ln. Trong khi , nhm tui t 20 29 ti khu vc H Ni kh a hung cc nhn hiu ca cng ty lin doanh Du thc vt Ci Ln v Vocarimex nh: Neptune, Simply v Mezan. Nghin cu cho thy phn ln nhm tiu dng (80%) c xu hng thay i dng th cc loi nhn hiu du n khc nhau. Tuy nhin, trong hn 70 nhn hiu ang c mt trn th trng, nhm tiu dng ch nhn bit c khong 20 nhn hiu v ch s dng / thay i dng th trong 10 nhn hiu du n chnh. Siu th v ca hng tp ha truyn thng l hai a im hng u c nhm kho st la chn mua du n. Trong , siu th chim u th p o vi trn 70%, v tr thnh mt knh mua sm yu thch ca cc ch em ni tr vi nhiu la chn v gi c, kch c v nhn hiu.
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Kt lun
Theo d bo ca vin Nghin cu chin lc chnh sch cng nghip, mc tiu th du n trn
u ngi ti Vit Nam hin nay khong 7,3 8,3kg/ngi s tng ln 16,2 17,4kg/ngi/nm vo 2012; v n nm 2020 l 18,6 19,9kg/ngi/nm. D bo trn chng t th trng du thc vt Vit Nam vn cn y tim nng. Tiu biu l nhm tiu dng c kho st vn chp nhn cc loi du n mi, u tin xut x trong nc. c bit, gi c khng cn l yu t quyt nh chnh trong vic chn la nhn hiu du n ca ngi tiu dng. Nhng nm gn y, ngoi cc loi du quen thuc vi ngi Vit Nam (du u nnh, du m), ngi tiu dng dn nhn bit c cc loi du khc c li cho sc khe cho gia nh nh du liu. y l c hi tt cho cc nh sn xut pht trin sn phm du n ny.

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Thng tin p vin

H Ni, n=100

Tp. H Ch Minh, n=100

SEC C, n=100 Thu nhp h gia nh hng thng di 10 triu

N, t 16 29 tui, n=100 N, t 30 tui tr ln, n=100

SEC B, n=100 Thu nhp h gia nh hng thng trn10 triu

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THNG TIN LIN H:

Cng ty nghin cu th trng trc tuyn W&S a ch: 31C L T Trng, P.Bn Ngh, Qun 1, Tp.HCM ST: (08) 38 223 215 Fax: (08) 38 223 216 E-mail: info@vinaresearch.jp
WEBSITE Website khch hng: http://vinaresearch.jp Website thnh vin: http://vinaresearch.net

Bo co ny thuc quyn s hu ca Cng ty Nghin cu th trng trc tuyn W&S. Mi kt qu ca nghin cu ny c th c s dng cng khai. Trong bt k trng hp s dng cc kt qu nghin cu bao gm bng biu v s liu t bo co ny, d liu phi c trch ngun t Vinaresearch.

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