Vietnamese consumers equate brands with quality: study

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In Vietnam, brands play a major role in the buying process, with 60 percent of consumers saying they are keen on big-name items due to quality considerations, a study by retail-research firm Gfk has found.

The Germany-based agency polled over 40,000 people in 28 countries and territories, 11 of them in the Asia-Pacific region.

The study found that 55 percent of Vietnamese shoppers spend a long time evaluating product brands, 12 percentage points higher than the average level.

Over 60 percent of respondents are in the habit of carefully reading labels before buying goods compared to a global average of 41 percent.

Nearly 70 percent said the origin was an important factor in buying, nearly two times the average level.

Tran Khoa Van, GfK Vietnam's general director, said consumers tend to be more careful, especially about food, since there have been numerous cases related to food poisoning this year.

Seventy-six percent said they were concerned about food safety, two times the average rate.

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