REPORT ON SHAMPOO
VIETNAM 2012
Research time: 27th – 31st December 2012
Based on Vinaresearch’s panellist
Date: March 2013
Creator: W&S Research team
A. Executive summary
[1] Clean scalp is the most important factor, account for 85.5%
• Upon 10 people who were asked, there are nearly 9 respondents choosing Clean scalp as the most imporant
factor when choosing shampoo products. The second factor is Not itchy, account for 83.2%.
• 88.0% of 258 male respondents assessed Clean scalp as the most important factor when choosing shampoo
brand. The following is Removing dirt from hair with 84.9%. For female group, Hair damage
prevention is voted as the most important factor for them, account for 85.4%. The following are Healthy
and strong hair with 84.4%.
[2] 81.3% chose Dandruff-specialized shampoo
• Dandruff-specialized shampoo is mostly used by 81.3% of 579 surveyed people. The following are
Normal and Premium type with 58.4% and 45.6% respectively.
• Dandruff-specialized shampoo is mostly used by both male and femlae group with 82.6% and 80.4%
respectively. The second type also used by both these two group is Normal one, respectively account for
54.3% and 61.7%.
[3] Clear is well-recognized by 96.5% of 579 respondents
•
•
Clear gets the highest total awareness with 96.5%. Besides that, it also gained the highest numerical data in
term of TOM, account for 33.5%.
Both male and femal group has a good awareness of Clear, respectively account for 95.7% and 97.2%. The
second brand that is remembered by male group is X-men while female group memorizes Dove with
94.7%. The third one in male group is Romano (85.7%) and female group votes Sunsilk (93.1%).
A. Executive summary
[4] Clear is used by many respondents, account for 27.6%
•
•
When asking 579 respondents, there is 27.6% using Clear as their main brand. The following are Pantene
(13.0%), X-men (11.9%) and Head & Shoulders (11.6%).
Clear is the top main brand used most often by both male and female group. Secondly, X-men is chosen in
male group with 36.4% and Patene is chosen in female group with 20.9%. Thirdly, male group uses
Romano (14.0%) and female group choose Dove (14.6%).
[5] Most respondents satisfies with their current brand
As being shown in Figure 5, there is 89.1% feels satisfied with their current brand. In particularly, 48.5%
completely satisfies with their current brand.
[6] 64.9% satisfies with their current brand because of Treating dandruff
well and 54.0% do not satisfy about Still having dandruff
Treating dandruff well, Comfortable and attractive fragrance, and Smooth hair are top three points
which respondents feel satisfied with their current brands. Besides that, they dissatisfies with Still having
dandruff, No aroma and High price.
[7] Nearly 97% intend to change to another shampoo brand
Though percentage of satisfaction toward current brand is high, there is nearly 97% intending to change.
And Clear is mostly recommended to be used in the future, account for 16.5%.
A. Executive summary
[8] Current brand is assessed as higher price than the future one
Though current brand has many outstanding points more than future one, its price is not so reasonable as
the future brand.
[9] Clear was mostly used as the main brand in the past with 24.3%
24.3% of 573 using another brand in the past chose Clear as their main brand in the past. The following are
Sunsilk (14.3%), Rejoice (11.5%) and Pantene (11.2%).
[10] Current brand gains many good points more than the past one
Compared to the past brand, the current one has many better points especially Many advertisements
(78.6%), Recommended by many users (69.2%), and Impressive advertising (67.1%).
[11] Supermarket is the place that most respondents go for buying
shampoo product, accout for 85.1%
There is 85.1% buying shampoo product at Supermarket . The following places are Grocery (71.7%) and
Convenient store (33.7%).
[12] Near to my house is the top reason for choosing current place for
buying shampoo product
46.6% bought shampoo brand at the current place because of being Near to my house. The second reason
is Right price, account for 40.2%.
A. Executive summary
[13] Nearly 83% uses Bottle as their regular packaging
Bottle is mostly used by respondents, account for nearly 83%. Besides that, Pack is also chosen as
the sencond packaging which is used regularly with 15%.
[14] Respondents usually buy shampoo product at least Once a
month, account for 34.7%
There is 34.7% of 579 surveyed people buying shampoo product Once a month. Besides that, there
is 31.3% purchasing shampoo products Once / 2 – 3 months.
[15] 95% remembers advertisements of shampoo brands
When asking if you remember advertising of shampoo brand you remember, there is 95% remembering
advertising. X-men is mostly chosen by 46.0% of 562 remembering advertising. The following is Clear
with 42.5%.
[16] Most respondents are impressed by advertisement of Clear
Advertisement of Clear receives good reaction from most respondents especially TVC of advertising for
Clear Men. The following is X-men with statement “Real man”.
B. Research information

Research method
Timing
Sample size
Research area
Target
Research objectives
: Quantitative research – Online
: 27th – 31st December 2012
: 579
: Nationwide
: Main decision maker for shampoo product
: Explore shampoo market in 2012

Sampling method
: Natural sampling





C – Research Findings
1. Important factors
Clean scalp is the most important factor, account for 85.5%
Upon 10 people who were asked, there are nearly 9 respondents choosing Clean scalp as the most imporant factor when
choosing shampoo products. The second factor is Not itchy, account for 83.2%.
[Figure 1] Important factors
Unit: %
Definitely not important
Nice packaging
Recycled packaging
Reasonable price
International brand
Famous brand
Prestigious brand
Hair damage prevention
Aroma
Not itchy
Good foaming
Removing dirt from hair
Clean scalp
Healthy and strong hair
Hair falling prevention
Rather not important
Neutral
Rather important
Definitely important
48.2
25.4
17.8
27.8
44.4
44.7
21.4
49.1
29.2
34.5
16.8
14.9
20.9
10.4
13.5
8.6
15.5
17.8
12.1
18.7
38.3
43.7
33.9
34.0
44.6
42.1
31.6
47.5
39.4
32.5
35.9
29.9
6.4
8.5
29.5
51.6
27.5
12.6
41.1
53.0
41.6
45.3
 Q. Please tell me what factors you concern when choosing a shampoo product? [Matrix SA] Based on n=579
1. Important factors
Clean scalp is the most important important for Male group while Prevent
hair damage is the most important one for Female group
88.0% of 258 male respondents assessed Clean scalp as the most important factor when choosing shampoo brand. The
following is Removing dirt from hair with 84.9%. For female group, Hair damage prevention is voted as the most
important factor for them, account for 85.4%. The following are Healthy and strong hair with 84.4%
[Figure 1] Important factors – By Gender
Unit: %
Clean scalp
Removing dirt from hair
Not itchy
Prestigious brand
Aroma
Reasonable price
Hair damage prevention
Healthy and strong hair
Hair falling prevention
Famous brand
International brand
Good foaming
Nice packaging
Recycled packaging
Unit: %
Male
(n=258)
88.0
84.9
82.2
76.7
76.4
72.9
70.2
69.0
65.9
62.4
47.3
43.0
38.0
33.3
Hair damage prevention
Healthy and strong hair
Not itchy
Clean scalp
Hair falling prevention
Prestigious brand
Removing dirt from hair
Reasonable price
Aroma
Famous brand
Good foaming
International brand
Nice packaging
Recycled packaging
Female
(n=321)
85.4
84.4
84.1
83.5
82.6
78.2
76.9
72.3
67.9
52.6
37.7
36.4
26.8
20.6
 Q. Please tell me what factors you concern when choosing a shampoo product? [Matrix SA] Based on n=579
 Q. Please tell me your gender? [SA] Based on n=579
2. Kind of shampoo
81.3% chose Dandruff-specialized shampoo
Dandruff-specialized shampoo is mostly used by 81.3% of 579 surveyed people. The following are Normal and
Premium type with 58.4% and 45.6% respectively.
[Figure 2] Kind of shampoo
Unit: %
100.0
90.0
81.3
80.0
70.0
58.4
60.0
45.6
50.0
44.0
40.0
30.0
20.0
10.0
1.4
0.0
Dandruff-specialized
Normal
Premium
Herbal
 Q. Please tell me what types of shampoo you know in the list below? [MA] Based on n=579
Others
2. Kind of shampoo
Both male and female group use Dandruff-specialized shampoo
Dandruff-specialized shampoo is mostly used by both male and femlae group with 82.6% and 80.4% respectively. The
second type also used by both these two group is Normal one, respectively account for 54.3% and 61.7%.
[Figure 2] Kind of shampoo – By Gender
Unit: %
100.0
90.0
82.6
80.4
80.0
70.0
60.0
61.7
54.3
50.0
47.7
50.0
42.1
39.5
40.0
30.0
20.0
10.0
0.4
2.2
0.0
Normal
Herbal
Dandruff-specialized
Male
Premium
Female
 Q. Please tell me what types of shampoo you know in the list below? [MA] Based on n=579
 Q. Please tell me your gender? [SA] Based on n=579
Others
3. Awareness of shampoo brand
Clear is well-recognized by 96.5% of 579 respondents
Clear gets the highest total awareness with 96.5%. Besides that, it also gained the highest numerical data in term of
TOM, account for 33.5%.
[Figure 3] Awareness of shampoo brand
Unit: %
100.0
96.5
88.8
90.0
88.3
86.0
85.7
84.6
80.8
78.4
80.0
77.0
70.0
60.0
50.0
40.0
33.5
30.0
20.0
10.0
13.5
9.7
0.4
0.3
10.2
0.4
0.2
5.4
6.0
0.3
0.3
7.9
5.5
0.2
0.50.1
0.4
0.0
Clear
Dove
Sunsilk
X-men
Total awareness
Rejoice
TOM
Head &
Shoulders
Romano
Double
Rich
Other spontaneous
 Q. When mentioning about shampoo brands in Vietnam, what brands come to your mind? [MA] Based on n=579
 Q. Please tell me what shampoo brands you know in the list below? [MA] Based on n=579
Pantene
3. Awareness of shampoo brand
Clear is well-recognized in both male and female group
Both male and femal group has a good awareness of Clear, respectively account for 95.7% and 97.2%. The second brand
that is remembered by male group is X-men while female group memorizes Dove with 94.7%. The third one in male
group is Romano (85.7%) and female group votes Sunsilk (93.1%).
[Figure 3] Awareness of shampoo brand – By Gender
Unit: %
Unit: %
Male
(n=258)
Clear
95.7
X-men
92.2
Romano
85.7
Female
(n=321)
Clear
97.2
Dove
94.7
Sunsilk
93.1
91.6
Sunsilk
82.2
Rejoice
Dove
81.4
Head & Shoulders
89.1
Head & Shoulders
79.1
Double Rich
86.6
Rejoice
78.3
Pantene
85.0
83.5
Double Rich
68.2
Enchanteur
Pantene
67.1
X-men
Lifebuoy
61.6
Lifebuoy
 Q. Please tell me what shampoo brands you know in the list below? [MA] Based on n=579
 Q. Please tell me your gender? [SA] Based on n=579
81.0
78.5
4. Brand used most often
Clear is used by many respondents, account for 27.6%
When asking 579 respondents, there is 27.6% using Clear as their main brand. The following are Pantene (13.0%), Xmen (11.9%) and Head & Shoulders (11.6%).
[Figure 4] Brand used most often
35.0
30.0
27.6
25.0
20.0
15.0
13.0
11.9
11.6
8.5
10.0
8.3
6.6
5.5
7.1
5.0
0.0
Clear
Pantene
X-men
Head &
Shoulders
Dove
Sunsilk
Romano
 Q. Amongst brands you know, what do you use as your MAIN BRAND? [SA] Based on n=579
Rejoice
Others
4. Brand used most often
Clear is mostly used by both male and female group
Clear is the top main brand used most often by both male and female group. Secondly, X-men is chosen in male group
with 36.4% and Patene is chosen in female group with 20.9%. Thirdly, male group uses Romano (14.0%) and female
group choose Dove (14.6%).
[Figure 4] Brand used most often
Unit: %
Unit: %
Male
(n=258)
Clear
35.3
X-men
26.4
Romano
14.0
Head & Shoulders
8.5
Female
(n=321)
Clear
21.5
Pantene
20.9
Dove
14.6
Head & Shoulders
Rejoice
3.9
Sunsilk
Sunsilk
3.5
Rejoice
Pantene
3.1
Enchanteur
14.0
12.1
6.9
3.1
Dove
0.8
Lifebuoy
1.2
Enchanteur
0.8
Double Rich
1.2
Axe 2in1
0.8
Romano
0.6
 Q. Amongst brands you know, what do you use as your MAIN BRAND? [SA] Based on n=579
 Q. Please tell me your gender? [SA] Based on n=579
5. Satisfaction level toward current brand
Most respondents satisfied with their current brand
As being shown in Figure 5, there is 89.1% feels satisfied with their current brand. In particularly, 48.5% completely
satisfies with their current brand.
[Figure 5] Satisfaction level toward current brand
Unit: %
Unit: %
Definitely dissatisfied
Rather dissatisfied
Rather satisfied
Definitely satisfied
Clear (n=160)
48.5
Pantene (n=75)
X-men (n=69)
Head & Shoulders (n=67)
40.6
41.3
Rejoice (n=32)
 Q. Please tell me how much do you satisfy with your current brand? [SA] Based on n=579
48.8
45.3
36.2
42.7
55.1
40.3
Sunsilk (n=48)
Romano (n=38)
Neutral
50.7
56.3
31.6
35.4
60.5
34.4
46.9
6. Satisfied and dissatisfied points of current brand
64.9% satisfies with their current brand because of Treating dandruff well
and 54.0% do not satisfy about Still having dandruff
Treating dandruff well, Comfortable and attractive fragrance, and Smooth hair are top three points which
respondents feel satisfied with their current brands. Besides that, they dissatisfies with Still having dandruff, No aroma
and High price.
[Figure 6] Satisfied and dissatisfied points of current brand
No.
Top 10 satisfied points
%
No.
Top 10 dissatisfied points
%
1
Treating dandruff well
64.9
1
Still having dandruff
54.0
2
Comfortable and attractive fragrance
53.9
2
No aroma
30.2
3
Smooth hair
37.2
3
High price
28.6
4
Reasonable price
25.0
4
Hair falling down
25.4
5
Preventing hair from falling down
14.7
5
Dry hair
19.0
6
Cool scalp
13.8
6
Not smooth
14.3
7
Not itchy
8.5
7
Creating less foam
12.7
8
Cleaning dirt
8.5
8
Easy to be dirty
11.1
9
Healthy hair
7.0
9
Aroma does not last
9.5
10
Branded
5.2
10
Aroma is heavy
6.3
Q. Please tell me three points you feel satisfied with your current brand?[MA] Based on n=
Q. Please tell me three points you feel dissatisfied with your current brand? [MA] Based on n=
7. Brand used in the future
Nearly 97% intend to change to another shampoo brand
Though percentage of satisfaction toward current brand is high, there is nearly 97% intending to change. And Clear is
mostly recommended to be used in the future, account for 16.5%.
[Figure 7] Brand used in the future
Unit: %
Intend to change
Clear
Not intend to change
16.5
Head & Shoulders
11.7
Romano
10.7
Dove
97%
97% intends to
change
Pantene
7.7
X-men
7.5
Enchanteur
Sunsilk
3%
9.6
5.5
4.6
Double Rich
3.0
Rejoice
3.0
Others
n=579
 Q. Amongst brands you know, which one you will use in the future? [SA] Based on n=579
20.1
n=562 have intention
8. Comparision between current and future brand
Current brand is assessed as higher price than the future one
Though current brand has many outstanding points more than future one, its price is not so reasonable as the future
brand.
[Figure 8] Comparision between current and future brand
Many
Impressi Recom
Many promoti
ve
mended High
advertis
on
advertisi
by
many price
Unit: %
ments campaig
ng
users
ns
Current brand
50.9
49.9
56.9
52.9
54.7
Brand in the future 49.1
50.1
43.1
47.1
45.3
Easy-toEyeWidely use Famous catching Good
sold packagi brand packagi quality
ng
ng
51.5
48.5
58.6
41.4
52.7
47.3
49.5
50.5
52.9
47.1
 Q. Please compare between current brand and future one in terms of the following things? [SA] Based on n=562 have intention to change
9. Brand used in the past
Clear was mostly used as the main brand in the past with 24.3%
24.3% of 573 using another brand in the past chose Clear as their main brand in the past. The following are Sunsilk
(14.3%), Rejoice (11.5%) and Pantene (11.2%).
[Figure 9] Brand used in the past
Unit: %
30.0
25.0
24.3
20.0
14.3
15.0
11.5
11.2
10.3
10.0
5.9
5.6
5.0
5.9
4.7
3.1
3.1
0.0
Clear
Sunsilk
Rejoice
Pantene
Head &
Shoulders
X-men
Dove
Romano
Lifebuoy Enchanteur
Others
 Q. Amongst brands you used in the past, which one you used most often? [SA] Based on n= 573 using another brand in the past
10. Comparision between current and past brand
Current brand gains many good points more than the past one
Compared to the past brand, the current one has many better points especially Many advertisements (78.6%),
Recommended by many users (69.2%), and Impressive advertising (67.1%).
[Figure 10] Comparision between current and past brand
Many
Impressi Recomm
Many promotio
ve
ended by
advertis
n
advertisi many
ments campaig
ng
users
Unit: %
ns
Past brand
21.4
42.9
32.9
30.8
Currentbrand 78.6
57.1
67.1
69.2
High
price
30.4
69.6
Easy-toEyeWidely
use
Famous catching Good
sold packagin brand packagin quality
g
g
42.1
57.9
36.8
63.2
46.3
53.7
39.0
61.0
44.7
55.3
 Q. Please compare between current brand and past one in terms of the following things?[Matrix SA] Based on n=573 have past brand
11. Places for buying current shampoo brand
Supermarket is the place that most respondents go for buying shampoo
product, accout for 85.1%
There is 85.1% buying shampoo product at Supermarket . The following places are Grocery (71.7%) and Convenient
store (33.7%).
[Figure 11] Places for buying current shampoo brand
Unit: %
90.0
85.1
80.0
71.7
70.0
60.0
50.0
40.0
33.7
30.0
21.2
20.0
10.0
5.0
2.2
1.4
0.9
Online
shopping
website
One price store
Others
0.0
Supermarket
Grocery
Convenient
store
Hair-specialized
store
Hair salon
 Q. Please tell me where you often buy your shampoo brand? [MA] Based on n
12. Reasons for choosing that place
Near to my house is the top reason for choosing current place for buying
shampoo product
46.6% bought shampoo brand at the current place because of being Near to my house. The second reason is Right price,
account for 40.2%.
[Figure 12] Reason for choosing that place
No.
Top 10 reasons
1
Near to my house
46.6
2
Right price
40.2
3
Convenient
32.8
4
There are many products to choose
28.0
5
Prestigious
25.9
6
Promotion campaigns
20.4
7
Buy with other products
10.9
8
On my way
7.6
9
Quick payment
5.7
10
Visiting and shopping
5.4
 Q. Please tell me three reasons you choose that place? [FA] Based on n=579
%
13. Regular packaging
Nearly 83% uses Bottle as their regular packaging
Bottle is mostly used by respondents, account for nearly 83%. Besides that, Pack is also chosen as the sencond
packaging which is used regularly with 15%.
[Figure 13] Regular packaging
Bottle
Pack
1%
Tube
Box
1%
15%
83%
 Q. Please tell me what kind of packaging you often use for your shampoo brand? [SA] Based on n=579
14. Frequency of buying shampoo brand
Respondents usually buy shampoo product at least Once a month, account
for 34.7%
There is 34.7% of 579 surveyed people buying shampoo product Once a month. Besides that, there is 31.3% purchasing
shampoo products Once / 2 – 3 months.
[Figure 14] Frequency of buying shampoo brand
Unit: %
40.0
35.0
34.7
31.3
30.0
25.0
20.0
15.0
10.0
5.0
6.6
6.6
8.6
7.9
4.3
.0
More than once a
week
Once a week
Once / 2 weeks
Once / 3 weeks
 Q. Please tell me how often you buy shampoo? [SA] Based on n=579
Once a month
Once / 2 - 3
months
Less than once / 2
- 3 months
15. Awareness of advertising
95% remembers advertisements of shampoo brands
When asking if you remember advertising of shampoo brand you remember, there is 95% remembering advertising. Xmen is mostly chosen by 46.0% of 562 remembering advertising. The following is Clear with 42.5%.
[Figure 15] Awareness of advertising
Unit: %
Not remember any advertising
X-men
46.0
Clear
Remember advertising
42.5
Head & Shoulders
33.6
Romano
95% remembers
advertising
95%
Dove
26.5
Sunsilk
25.4
Enchanteur
22.3
Pantene
21.2
Rejoice
20.4
Double Rich
5%
Others
n=579
 Q. Please tell me what brand's advertising you remember? [MA] Based on n=579
29.0
9.7
22.4
n=562 remembers
advertising
16. Impressive advertisement
Most respondents are impressed by advertisement of Clear
Advertisement of Clear receives good reaction from most respondents especially TVC of advertising for Clear Men. The
following is X-men with statement “Real man”.
[Figure 16] Impressive advertisement
No.
Response about Clear’s advertisement
1
I am impressive with advertisement of Clear.
Smooth, long, and strong hair is very eye-catching.
Because I am a woman, I also want to have that
beautiful hair. Especially, there is no dandruff on
that hair scalp. Hair is strong from inside to outside
which attracts many guys.
2
Ronaldo chooses Clear Men because it symbolizes
strength, stylish, and winning. Clean scalp in 365
days.
3
TVC of Clear is very interesting. When it is hot, the
actor’s hair is frozen after using Clear. After a head
shaking, ice is broken which brings cool and fresh
feelings.
No.
Response about X-men’s advertisement
1
I like TVC of X-men. A guy rescues a beautiful girl
kidnapped by bad guys. Car racing around
containers and handsome face of that guy. The
ending part of this TVC is a X circle symbolizing
for X-men created by car racing. I really like that
circle as it is so creative.
2
I am impressed with TVC of X-men. The actor and
actress are in dangerous because of earthquake
when they are in theater. The actress is fallen off the
upper floor. Foturnately, the man promptly takes her
hands and uses his metal wire knit to throw it into
next red carpet. Then, he jumps on it to rescue both
of them.
 Q. Please tell me your assessment toward the above advertisements? [MA] Based on n=562
D. Member profile
Age
Unit: %
40.0
35.0
30.0
25.0
20.0
15.0
10.0
5.0
.0
Gender
Unit: %
33.7
6.9
16 - 19
years old
55.4
44.6
Male
Female
20 - 24
years old
Unit: %
25 - 29
years old
30 - 34 35 years old
years old and above
Marital status
60.0
55.1
50.0
40.0
30.0
20.0
8.1
10.0
0.0
Single
Married, Married Widowed Divorced Others
no kid with kid
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our actively managed over 108,000 members panel with various segmentations across Vietnam.
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W&S Company Limited
» Address: Floor 10, 40 Pham Ngoc Thach St., District 3, HCMC
» Office phone: 84 – 8 – 38 223 215 Fax: 84 – 8 – 38 223 216
» Email: info@vinaresearch.jp
» Website: http://vinaresearch.jp/
The copyright of this report belongs to W&S Company Limited. The results (analyzing, wording, data,
tables and graphs) of this survey can be publicly used, but must be cited and sourced from W&S Company
Limited (also include its website address http://vinaresearch.jp).