Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.

SHOPPING BEHAVIORS AT CONVENIENCE STORES IN HO CHI MINH CITY

Objective

With the growing purchasing power of the consumers and modern shopping demand, Vietnam retail market has seen an increase in the number of convenience stores.

This survey was conducted to more than 350 people from 18-39 years old, living in Ho Chi Minh to study their behaviors of shopping at convenience stores.

Convenience store in Vietnam (2017 Feb)

Name of the company Established

HCM stores

Hanoi stores

Other stores

Total stores

Family Mart 1981 122 0 11 133

Vinmart + 2014 400 400 150 950

Mini Stop 1980 71 0 0 71

Circle K 1951 153 54 4 211

Shop & Go 2005 31 15 0 46

B's Mart 2013 150 0 0 150

Total 927 469 165 1561

927

469

165

HCM Hanoi Other

Family Mart Vinmart + Mini Stop Circle K

Shop & Go B's Mart Total

Convenience store in Ho Chi Minh (by district)Store name Center Suburb 1 Suburb 2 Total

FamilyMart 67 43 12 122

Vinmart+ 102 179 94 375

Ministop 30 43 7 80

Circle K 93 66 20 179

Shop&Go 34 39 14 87

B’s Mart 42 72 47 161

SatraFoods 22 41 41 104

FoodcoMart 17 9 11 37

TOTAL 407 492 246 1145

The availability of mini super and family mart concentrate more on the central areas

§ Center: District 1, 2, 3, 4, 5, 10§ Suburb 1: District Binh Thanh, Tan Binh, Go Vap, Tan Phu, Phu Nhuan, 7§ Suburb 2: District 6, 8, 9, 11, 12, Binh Tan, Thu Duc, Binh Chanh

Convenience store shopping behaviors

Top-of-mind image of convenience store112

104

72 69 65

45

14 13 12 10 9 920

Circle K and Family Mart are top 2 names associated with ‘convenience store’.

Q. When you hear "convenience store", what name comes up?

Shopping frequency at convenience store

Convenience stores are used for the younger generation more often. Those who live in urban area use slightly often than the suburb area.

8%

9%

6%

9%

10%

11%

8%

10%

19%

19%

20%

17%

34%

34%

32%

37%

23%

20%

27%

22%

6%

6%

7%

5%

All

Center

Suburb 1

Suburb 2

By Area

Everyday 5-6 times per week 3-4 times per week

1-2 times per week Less often Don't go at all

Q. How often do you go to convenience store?

8%

10%

5%

7%

10%

11%

7%

11%

19%

19%

24%

5%

34%

29%

38%

42%

23%

22%

22%

28%

6%

7%

5%

7%

All

16 - 24

25 - 32

33 - 39

By age

Everyday 5-6 times per week 3-4 times per week

1-2 times per week Less often Don't go at all

Convenience store recognition and usage

78%

63% 62%55% 53%

49%

30%

6%

65%

40%

53%

42% 39% 36%

9%5%

26%

16%20%

10% 10%6%

1%

12%

Family Mart Vinmart + Circle K B's mart Ministop Shop & Go 7eleven Others

Recognize Visited Uset the most

Family Mart is better than the above in terms of recognition, visits and used the most

Q. What convenience stores have you heard of?

Convenience store usage (with number of stores)65%

40%

53%

42%39% 36%

9%

26%

16%20%

10% 10%6%

1%

117

375

179 161

80 87

4 -

50

100

150

200

250

300

350

400

0%

10%

20%

30%

40%

50%

60%

70%

Family Mart Vinmart + Circle K B's mart Ministop Shop & Go 7eleven

Visited Uset the most # of stores

Although number of stores are fewer compared with CircleK or Vinmart +, Family Mart is visited more than others

Q. What convenience stores have you heard of?

Convenience store: store exposure vs market share (district)

Family Mart

Circle K

Vinmart+

B's mart

Ministop

Shop & Go Others

All 26% 20% 16% 10% 10% 6% 4%Center 26% 22% 18% 7% 10% 8% 3%Suburb 1 21% 23% 19% 11% 11% 7% 2%Suburb 2 31% 14% 10% 10% 8% 2% 9%

Convenience store in use (most)

Q. What convenience stores do you use the most?

Store name Center Suburb 1 Suburb 2 Total

FamilyMart 67 43 12 122

Vinmart+ 102 179 94 375

Ministop 30 43 7 80

Circle K 93 66 20 179

Shop&Go 34 39 14 87

B’s Mart 42 72 47 161

SatraFoods 22 41 41 104

FoodcoMart 17 9 11 37

TOTAL 407 492 246 1145

§ Center: District 1, 2, 3, 4, 5, 10§ Suburb 1: District Binh Thanh, Tan Binh, Go Vap, Tan Phu, Phu

Nhuan, 7§ Suburb 2: District 6, 8, 9, 11, 12, Binh Tan, Thu Duc, Binh Chanh

Products to use at convenience stores

Beverages

Instant food (sausage,

pho, vermicelli)

Snack Confectionery

Personal care toiletries Food Fruit Wine, beer Vegetables Frozen

meat TobaccoOver-the-counter drugs

All 74% 54% 49% 47% 40% 36% 36% 21% 15% 13% 10% 4% 2%

16 - 24 81% 55% 55% 50% 33% 30% 39% 18% 11% 9% 6% 3% 2%

25 - 32 72% 54% 47% 44% 49% 45% 34% 24% 20% 17% 14% 5% 2%

33 - 39 57% 52% 38% 45% 39% 34% 30% 25% 16% 16% 11% 4% 2%

Male 76% 51% 45% 41% 37% 28% 36% 23% 23% 13% 9% 6% 2%

Female 72% 56% 52% 53% 43% 44% 35% 20% 8% 14% 10% 1% 2%

Beverages and instant foods are the items that are bought at convenience stores the most. Female buys snack and confectionaries more at the channel

Q. What kind of items do you buy at convenience stores?

Convenience store with “good food” image

Family Mart Circle K Ministop B's mart Vinmart+ 7eleven Shop & Go NoneAll 37% 28% 17% 14% 13% 9% 9% 8%

16 - 24 39% 30% 22% 14% 9% 9% 7% 4%

25 - 32 37% 27% 13% 10% 17% 7% 7% 11%

33 - 39 32% 23% 13% 21% 18% 11% 16% 11%

Male 37% 26% 18% 15% 18% 8% 9% 6%

Female 38% 29% 17% 13% 10% 9% 8% 9%

Family Mart and Circle K are well associated with image of “good food offering”. Those who are in 30’s tend to choose B’s mart, Vinmart+ and Shop&Go

Q. When you hear "convenience store with good food offering", what name comes up?

Convenience store - Canteen experience

76%84%

72%59%

24%16%

28%41%

All 16 - 24 25 - 32 33 - 39

Yes No

76% have experienced eating at cateen of convenience store with a higher ratio of the 16-24 age group.

Q. Have you used canteen at convenience stores?

Food eaten at convenience store canteen

Cup noodle Pastry Sausage fried

noodles sasiu bao fried rice Sour hotpot

Beef noodle soup

Baguette Vermicelli Others I don't eat

All 66% 43% 38% 31% 31% 24% 20% 14% 14% 14% 9% 2%16 - 24 74% 42% 41% 30% 34% 16% 22% 15% 11% 13% 7% 1%25 - 32 56% 42% 36% 35% 24% 34% 20% 13% 16% 15% 10% 3%33 - 39 64% 52% 27% 27% 33% 30% 12% 15% 18% 12% 15% 0%

Cup noodle, pastry and fastfood are top favorite foods eaten at the canteen.

Q. What food have you eaten at canteens of convenience stores?

Traditional store vs CVS: Product to buy

Beverage

Instant food

(sausage, pho,

vermicelli)

Dairy product

sSnack Pastry Confecti

onaryPersona

l careToiletrie

s Others Fruit Vegetables

Fresh meat Seafood Tobacc

o

Over-the-

counter drug

Convenience store 85% 79% 75% 74% 74% 72% 60% 59% 38% 33% 30% 25% 22% 15% 12%

Traditional store 43% 37% 45% 41% 46% 45% 56% 50% 55% 68% 72% 73% 74% 33% 35%

None 3% 6% 5% 6% 6% 6% 6% 11% 28% 10% 9% 11% 12% 56% 55%

85%79% 75% 74% 74% 72%

60% 59%

38%33% 30%

25% 22%15% 12%

43%37%

45% 41%46% 45%

56%50%

55%

68% 72% 73% 74%

33% 35%

3% 6% 5% 6% 6% 6% 6%11%

28%

10% 9% 11% 12%

56% 55%

Customers tend to buy beverage, instant noodles, snacks or dairy products at CVS while choose traditional stores for fresh produce and fresh fruit, vegetables.

Q. Please choose which one you use to buy the following items?

Traditional store vs CVS: Store images

Credibility Good service Convenience Product quality

Unique product

Product availability

Better location

Product variety Good price

Convenience store 89% 89% 87% 87% 80% 79% 72% 64% 41%

Traditional store 16% 12% 26% 21% 24% 42% 48% 56% 64%

None 4% 6% 3% 4% 9% 4% 2% 4% 5%

89% 89% 87% 87%80% 79%

72%64%

41%

16% 12%

26%21% 24%

42%48%

56%64%

4% 6% 3% 4%9%

4% 2% 4% 5%

Traditional stores are associated with good image of good price but users are in favor of convenience stores for high quality of products and services with the convenience of shopping.

Q. Please choose what images are applicable?

Audience profile

Demographics (N=365)

Male, 47%Femal

e, 53%

Gender

5%3%3%3%3%

4%4%

7%7%

4%3%

5%9%

8%7%

8%5%

3%2%

1%3%

2%1%

0%

District 1District 2District 3District 4District 5District 6District 7District 8District 9

District 10District 11District 12

District Thu DucDistrict Go Vap

District Binh ThanhDistrict Tan BinhDistrict Tan Phu

District Phu NhuanDistrict Binh Tan

District Cu ChiDistrict Hoc Mon

District Binh ChanhDistrict Nha Be

District Can Gio

Living district

16 - 24, 48%

25 - 32, 36%

33 - 39, 16%

Age

15%3%

5%2%

5%4%5%

3%4%5%

1%5%

8%8%8%8%

3%3%

1%%

2%1%1%0%

District 1District 2District 3District 4District 5District 6District 7District 8District 9

District 10District 11District 12

District Thu DucDistrict Go Vap

District Binh ThanhDistrict Tan BinhDistrict Tan Phu

District Phu NhuanDistrict Binh Tan

District Cu ChiDistrict Hoc Mon

District Binh ChanhDistrict Nha Be

District Can Gio

Working district

Demographics (N=365)

12%13%

15%17%

18%7%

5%5%

2%3%

1%1%

Lower than 5,000,000 VND

7,500,001 VND - 10,000,000 VND

15,000,001 VND - 20,000,000 VND

25,000,001 VND - 30,000,000 VND

40,000,001 VND - 50,000,000 VND

70,000,001 VND - 100,000,000 VND

Household income

1%1%2%3%

6%7%

13%13%

54%

UnemployedHomemaker

Student (Other)Other

Student (High School)Self-Employed

Part-time EmploymentStudent (University/College)

Full-time Employment

Employment status67%

24%

7%2%

Married status

Single Married with kids Married without kids Others

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Our Solution

Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 200,000 members as of May, 2017

0% 1%

18%

31%

22%

14%

7%

3% 3%1%

Age

19%

18%

6%4%3%3%

47%

HCM Hanoi Can Tho Da Nang

Hai Phong Dong Nhai Others

56%

44%

Male Female

Gender City

Our Advantage: Direct Panel Management

Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 200,000 members as of May, 2017

Married Status Household income Smartphone ownership

Single, 72%

Married, 25%

Others, 3%

26%

24%

14%

15%

9%

5%

3%

4%

< 5M VND

5 - 7.5M VND

7.5 - 10M VND

10 - 15M VND

15 - 20M VND

20M-30M

30-40M

<40M

27%

25%

18%

8%

8%

6%

15%

18%

Apple

Samsung

Nokia

LG

Asus

Sony

Others

Do not own

Our Advantage: Direct Panel Management

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