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Tailor promotions to suit consumers   2009-06-22 - VNS

Vietnamese enterprises should ensure that their promotion and marketing strategies cater to different consumer preferences to be really effective, the head of a market research firm said on June 19.

Aaaron Cross, managing director of Nielsen Vietnam, told the "One Country: Diverse Customers" seminar that Vietnamese brands "need to adopt different products, concepts and marketing strategies for both Ha Noi and HCM City as one size will not fit all across Viet Nam."

HCM City consumers favour multiple promotion types, including increasing volume or quantity, attached gifts and reduced prices, while Hanoians strongly prefer one type of promotion - price decrease, the seminar heard.

Consumers in HCM City and Ha Noi also differ in their attitudes towards choosing brands, decision-making process and shopping habit changes to cope with the tougher economic times, according to a recent survey by Nielsen Vietnam.

The survey interviewed 600 Hanoians and HCM City residents between April and May this year. It found the former to be more individualistic while the latter tended to have a more collective mindset.

HCM City residents tend to care less about other’s opinions and when it comes to making purchasing decisions, their own desires and needs are the biggest influence. By contrast, Hanoians are significantly influenced by their peers, the survey found.

As many as 94 per cent of Hanoians surveyed said the opinions and recommendations of family members and neighbours as well as what is reported through media, newspaper, advertising, brand websites and blogs are crucial when it comes to making an informed decision.

The influence of different media forms on residents of the two major cities also varied significantly.

While HCM City consumers placed their highest level of trust in newspapers and magazines at 42 per cent, distributors, vendors’ websites and forums ranked first among all media categories at 100 per cent for Hanoians.

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