Vietnamese most enthusiastic about new products in Southeast Asia

By Thanh Nien News, TN News

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Customers at a Starbucks cafe in downtown Ho Chi Minh City. Photo: Thao Vi Customers at a Starbucks cafe in downtown Ho Chi Minh City. Photo: Thao Vi
Vietnamese consumers apparently lead Southeast Asia when it comes to adventurous shopping spirit, with 88 percent of them saying they purchased a new product during their last grocery-shopping trip.
The regional average is 69 percent, according to a survey of 30,000 online respondents in 60 countries, which was conducted by Nielsen
The Global New Product Innovation Survey showed Southeast Asian consumers in general have a "strong appetite for innovation," said Johan Vrancken, Head of Nielsen’s Innovation Practice in Southeast Asia, North Asia and Pacific.
They are increasingly "demanding and expecting better choice," he said
Since brand competition is intense, however, it is crucial for manufacturers to know "the right channels which are most effective" in delivering new product information, he said.
Television advertising still plays a key role in Vietnam, with close to one in five customers saying television as their number one source of new product information and 55 percent ranking television advertising in their top five sources.
As many as 34 percent of Vietnamese consumers like when manufacturers offer new product options for them to choose and 32 percent prefer to buy new products from brands that they are familiar with.

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