Vietnamese consumers in the northern region prefer local brands and products with big pack-size while southerners are seeking for convenience and willing to try new things, a survey by Kantar World Panel, a global expert in shoppers’ behavior, has shown.
Consumers in the North give more priority to saving and education while southerners allocate more money for outdoor activities.
Southerners still prefer wet market when shopping for FMCG, especially in the South Rural. Urban citizen in the South also adapt better to hypermarkets and supermarkets while mini-stores are more developed in the North Urban.
“We see these differences in the lifestyle, culture, and the family portrait of consumers. Businesses should spend time to understand these regional differences and make use of them to create localized strategy in order to win Vietnamese consumers across the nation,” said David Anjoubault, general manager of Kantar Worldpanel Vietnam.