Viet Nam smartphone image, Study notes of Marine Engineering

Download Viet Nam smartphone image and more Study notes Marine Engineering in PDF only on Docsity! Asia Plus Inc. Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc. Smartphone brand survey (Vietnam) Smartphone brand landscape has faced a significant changes over a couple of years. In addition to the traditional device players, we came to see many new players mainly from China. This survey is conducted in order to understand the smartphone brand image that are changing fast-pace. The survey was conducted to 759 respondents from 16-39, nationwide in May 2018. Objective Brand comparison - User satisfaction Apple has the highest user satisfaction, followed by Samsung, Sony Q. How much are you satisfied with the current phone ? (1-10, 10=highest) 55% 67% 54% 54% 49% 36% 33% 27% 36% 43% 43% 41% 11% 5% 10% 4% 9% 23% Total Apple Samsung Sony Xiaomi OPPO High (9-10) Mid (7-8) Low (1-6) Brand comparison - Satisfaction / Dissatisfaction High Quality (30%) High Quality (19%) Good design (17%) Good design (14%) Stability (10%) Easy to use (14%) Good camera feature (20%) Easy to use (16%) High Quality (14%) High specification (29%) Affordable price (26%) Long battery life (14%) Q. What are the reasons for that? (FA) Satisfied – top 3 Short battery life (3%) Dissatisfied – top 2 Bad performance (8%) Bad performance (7%) Short battery life (3%) Short battery life (5%) Bad performance (7%) Overheating (3%) Long battery life (18%) Durability (18%) Bad performance (7%) Apps are old (9%) High Quality (14%) Brand image (1) Q. What are the images that are applicable to XXX? 53% 55% 58% 60% 56% 36% 34% 31% 31% 30% Apple Strongly agree Agree 40% 36% 34% 35% 25% 47% 46% 46% 43% 39% Samsung Strongly agree Agree 21% 18% 11% 11% 8% 39% 40% 32% 31% 28% Oppo Strongly agree Agree Brand image - Apple Image as luxurious and good quality is strong Q. What are the images that are applicable to XXX? 4.4 4.4 4.5 4.5 4.4 4.5 4.5 4.5 4.5 4.4 4.4 4.4 4.4 4.5 4.44.4 4.4 4.5 4.5 4.44.4 4.4 4.5 4.5 4.44.4 4.4 4.4 4.5 4.4 2.0 2.5 3.0 3.5 4.0 4.5 5.0 Innovative Stylish Good quality Luxurious Proud to have Total Male Female 16 - 23 24 - 29 30 - 39 Brand image - Oppo Image of innovative and stylish is higher than other items Q. What are the images that are applicable to XXX? 3.8 3.7 3.5 3.4 3.3 3.7 3.7 3.4 3.4 3.3 3.8 3.8 3.5 3.5 3.4 3.7 3.7 3.5 3.5 3.3 3.8 3.7 3.4 3.4 3.3 3.8 3.7 3.5 3.4 3.4 2.0 2.5 3.0 3.5 4.0 4.5 5.0 Innovative Stylish Good quality Luxurious Proud to have Total Male Female 16 - 23 24 - 29 30 - 39 Brand image - Xiaomi Xiaomi has better image among the youth Q. What are the images that are applicable to XXX? 3.5 3.4 3.5 3.3 3.2 3.6 3.5 3.5 3.3 3.2 3.5 3.4 3.4 3.3 3.2 3.7 3.5 3.6 3.4 3.3 3.5 3.4 3.4 3.2 3.1 3.5 3.4 3.3 3.2 3.2 2.0 2.5 3.0 3.5 4.0 4.5 5.0 Innovative Stylish Good quality Luxurious Proud to have Total Male Female 16 - 23 24 - 29 30 - 39 Reasons for next purchase - Brand loyalty Apple has by far the highest brand loyalty 90% 84% 10% 16% Brand to consider Brand to consider the most Apple 86% 64% 14% 36% Brand to consider Brand to consider the most Samsung 54% 30% 46% 70% Brand to consider Brand to consider the most Oppo 66% 40% 34% 60% Brand to consider Brand to consider the most Xiaomi 41% 23% 59% 77% Brand to consider Brand to consider the most Nokia (For each brand owner) Ratio of those who consider the same brand for next purchase Q. What are the smartphone brand that you consider to buy (the most) for the next purchase? Reasons for next purchase Brand and design are the two most important item. Camera feature is among the highest reasons to choose brand Q. What are the reasons why you would like to purchase this smartphone ? 67% 61% 57% 48% 45% 38% 33% 29% 21% 17% 17% 15% 13% 11% Reasons for next purchase - Profile Brand and design are the two most important item. Youth want camera feature more Q. What are the reasons why you would like to purchase this smartphone the most? Good brand Good design Durability Good camera feature Good display Good price Battery life Total 67% 61% 57% 48% 45% 38% 33% Male 65% 64% 58% 52% 48% 40% 35% Female 69% 58% 56% 44% 42% 37% 30% 16 - 23 66% 63% 56% 51% 50% 37% 36% 24 - 29 67% 62% 56% 48% 45% 36% 30% 30 - 39 68% 58% 59% 43% 39% 43% 31% AUDIENCE PROFILE Respondent profile (N=759) Gender Male, 49%Female, 51% 16 - 23, 34% 24 - 29, 35% 30 - 39, 31% Age HCM, 35% Hanoi, 34% Others, 31% City Q&Me – About Online Market Research Services 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. 330,000 members as of Mar, 2018 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 Process for the quality assurance Questionnaire based on the exact profile • Refined and very derailed database panel Take out users with irrelevant replies • Remove Fake questions hit users • Remove Contradicted answer users • Take out straight answer users Take out speed users • We count the average median time and take out those who are less than that Manual check by the experienced researchers • Our experienced researchers will check the relevance as well as open comments Re-assortment of panelist priorities • Based on the survey results, bad users are screened out while prioritizing those who return s good feedbacks. Online is considered to be “cheap and bad” in general. Q&Me provides several methods providing data with quality FACT CONSISTENCY SCORE 97% THOUGHT CONSISTENCY SCORE 91% STRAIGHT-LINER/ FLAT- LINER SCORE 89% SPEEDERS SCORE 97% QUALITY CHECK SURVEY SPECIFICATION N (Sample size) 300 IR (Incident rate) 100% LOI (Lenght of Interview) 10 minutes Success Criteria Overral score of 80% or higher THE RESULTS Overal score 93.5% Average score in the industry 73% (*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam. Our quality score by SSI Evaluation for our quality assurance