SHOPPING BEHAVIORS AT CONVENIENCE STORES
IN HO CHI MINH CITY
Q&Me is online market research provided by Asia Plus Inc.

Asia Plus Inc.


Objective
With the growing purchasing power of the
consumers and modern shopping demand,
Vietnam retail market has seen an increase
in the number of convenience stores.
This survey was conducted to more than
350 people from 18-39 years old, living in
Ho Chi Minh to study their behaviors of
shopping at convenience stores.


Convenience store in Vietnam (2017 Feb)
922

476

163

HCM

Establis
hed

HCM

stores

Hanoi
stores

Other
stores

Total
stores

Family Mart

1981

117

7

9

133

Vinmart +

2014

400

400


150

950

Mini Stop

1980

71

0

0

71

Circle K

1951

153

54

4

211

Shop & Go


2005

31

15

0

46

B's Mart

2013

150

0

0

150

922

476

163

1561


Name of the company

Hanoi

Family Mart

Vinmart +

Mini Stop

Shop & Go

B's Mart

Total

Other
Circle K

Total


Convenience store in Ho Chi Minh (by district)
Store name

Center

Suburb 1


Suburb 2

Total

FamilyMart

67

38

12

117

Vinmart+

102

179

94

375

Ministop

30

43


7

80

Circle K

93

66

20

179

Shop&Go

34

39

14

87

B’s Mart

42

72


47

161

SatraFoods

22

41

41

104

FoodcoMart

17

9

11

37

TOTAL

407

487


246

1180

§
§
§

Center: District 1, 2, 3, 4, 5, 10
Suburb 1: District Binh Thanh, Tan Binh, Go Vap, Tan Phu, Phu Nhuan, 7
Suburb 2: District 6, 8, 9, 11, 12, Binh Tan, Thu Duc, Binh Chanh

The availability of mini super and family mart concentrate more on the central areas


Convenience store shopping behaviors


Top-of-mind image of convenience store
112

104

72

69

65
45


14

13

12

20
10

9

Circle K and Family Mart are top 2 names associated with ‘convenience store’.
Q. When you hear "convenience store", what name comes up?

9


Shopping frequency at convenience store
By Area

By age
33 - 39

7% 11% 5%

25 - 32 5% 7%

16 - 24

All


42%

24%

10% 11%

8% 10%

28%

38%

19%

19%

7%

22%

29%

34%

5%

Suburb 2

Suburb 1


22%

7%

Center

23%

6%

All

9% 10%

6% 8%

17%

20%

9% 11%

8% 10%

37%

32%

19%


19%

34%

34%

22%

27%

20%

23%

Everyday

5-6 times per week

3-4 times per week

Everyday

5-6 times per week

3-4 times per week

1-2 times per week

Less often


Don't go at all

1-2 times per week

Less often

Don't go at all

5%

7%

6%

6%

Convenience stores are used for the younger generation more often. Those who live in
urban area use slightly often than the suburb area.
Q. How often do you go to convenience store?


Convenience store recognition and usage
78%
65%

63%

62%
53%


55%
42%

40%

26%
16%

Family Mart

Vinmart +

53%

49%
39%

36%

20%
10%

Circle K

B's mart

Recognize

9%


10%

Ministop
Visited

30%

6%

Shop & Go

12%
6% 5%

1%

7eleven

Others

Uset the most

Family Mart is better than the above in terms of recognition, visits and used the most
Q. What convenience stores have you heard of?


Convenience store usage (with number of stores)
70%


65%

400

375

60%

350

53%

300

50%
40%
30%
20%

42%

40%
179

26%
117

20%

16%


39%

200
161
10%

10%

250

36%

150
10%
80

87
6%

0%

Family Mart

Vinmart +

Circle K

B's mart


Visited

Uset the most

Ministop

Shop & Go

100

9%
1%
4

50
0

7eleven

# of stores

Although number of stores are fewer compared with CircleK or Vinmart +, Family Mart is
visited more than others
Q. What convenience stores have you heard of?


Convenience store: store exposure vs market share (district)

§
§

§

Store name

Center

Suburb 1

Suburb 2

Total

FamilyMart

67

38

12

117

Vinmart+

102

179

94


375

Ministop

30

43

7

80

Circle K

93

66

20

179

Shop&Go

34

39

14


87

B’s Mart

42

72

47

161

SatraFoods

22

41

41

104

FoodcoMart

17

9

11


37

TOTAL

407

487

246

1180

Center: District 1, 2, 3, 4, 5, 10
Suburb 1: District Binh Thanh, Tan Binh, Go Vap, Tan Phu, Phu
Nhuan, 7
Suburb 2: District 6, 8, 9, 11, 12, Binh Tan, Thu Duc, Binh Chanh

Q. What convenience stores do you use the most?

Convenience store in use (most)

Family Circle Vinmar B's Ministo Shop
Others
Mart
K
t+
mart
p
& Go
All


26%

20%

16%

10%

10%

6%

4%

Center

26%

22%

18%

7%

10%

8%

3%


Suburb 1 21%

23%

19%

11%

11%

7%

2%

Suburb 2 31%

14%

10%

10%

8%

2%

9%



Products to use at convenience stores

Instant food
(sausage,
Beverages
pho,
vermicelli)

Snack

Confectione Personal
ry
care

toiletries

Food

Fruit

Wine, beer Vegetables

Frozen
meat

Tobacco

Over-thecounter
drugs


All

74%

54%

49%

47%

40%

36%

36%

21%

15%

13%

10%

4%

2%

16 - 24


81%

55%

55%

50%

33%

30%

39%

18%

11%

9%

6%

3%

2%

25 - 32

72%


54%

47%

44%

49%

45%

34%

24%

20%

17%

14%

5%

2%

33 - 39

57%

52%


38%

45%

39%

34%

30%

25%

16%

16%

11%

4%

2%

Male

76%

51%

45%


41%

37%

28%

36%

23%

23%

13%

9%

6%

2%

Female

72%

56%

52%

53%


43%

44%

35%

20%

8%

14%

10%

1%

2%

Beverages and instant foods are the items that are bought at convenience stores the
most. Female buys snack and confectionaries more at the channel
Q. What kind of items do you buy at convenience stores?


Convenience store with “good food” image

Family Mart

Circle K

Ministop


B's mart

Vinmart+

7eleven

Shop & Go

None

All

37%

28%

17%

14%

13%

9%

9%

8%

16 - 24


39%

30%

22%

14%

9%

9%

7%

4%

25 - 32

37%

27%

13%

10%

17%

7%


7%

11%

33 - 39

32%

23%

13%

21%

18%

11%

16%

11%

Male

37%

26%

18%


15%

18%

8%

9%

6%

Female

38%

29%

17%

13%

10%

9%

8%

9%

Family Mart and Circle K are well associated with image of “good food offering”. Those

who are in 30’s tend to choose B’s mart, Vinmart+ and Shop&Go
Q. When you hear "convenience store with good food offering", what name comes up?


Convenience store - Canteen experience
24%

76%

All

16%

28%

84%

72%

16 - 24

25 - 32

Yes

41%

59%

33 - 39


No

76% have experienced eating at cateen of convenience store with a higher ratio of the
16-24 age group.
Q. Have you used canteen at convenience stores?


Food eaten at convenience store canteen

Sour
hotpot

Beef
noodle
soup

24%

20%

14%

14%

34%

16%

22%


15%

35%

24%

34%

20%

27%

33%

30%

12%

Cup
noodle

Pastry

Sausage

fried
sasiu bao fried rice
noodles


All

66%

43%

38%

31%

31%

16 - 24

74%

42%

41%

30%

25 - 32

56%

42%

36%


33 - 39

64%

52%

27%

Baguette Vermicelli

Others

I don't eat

14%

9%

2%

11%

13%

7%

1%

13%


16%

15%

10%

3%

15%

18%

12%

15%

0%

Cup noodle, pastry and fastfood are top favorite foods eaten at the canteen.
Q. What food have you eaten at canteens of convenience stores?


Traditional store vs CVS: Product to buy
85%

79%

75%

74%


74%

72%

68%
60%
56%

43%

37%

45%

41%

46%

45%

59%
50%

6%

5%

6%


Instant
food
Dairy
Beverag (sausag
product Snack
e, pho,
e
s
vermicel
li)

6%

6%

38%

6%

73%

74%
56%

55%

28%

3%


72%

11%

33%
10%

Confecti Persona Toiletrie
Pastry
Others
onary l care
s

Fruit

30%

25%
9%

11%

33%
22%
12%

15%

55%
35%


12%

OverVegetab Fresh
Tobacc theSeafood
counter
les
meat
o
drug

Convenience store

85%

79%

75%

74%

74%

72%

60%

59%

38%


33%

30%

25%

22%

15%

12%

Traditional store

43%

37%

45%

41%

46%

45%

56%

50%


55%

68%

72%

73%

74%

33%

35%

None

3%

6%

5%

6%

6%

6%

6%


11%

28%

10%

9%

11%

12%

56%

55%

Customers tend to buy beverage, instant noodles, snacks or dairy products at CVS while
choose traditional stores for fresh produce and fresh fruit, vegetables.
Q. Please choose which one you use to buy the following items?


Traditional store vs CVS: Store images
89%

89%

87%

87%


80%

79%
72%
64%

64%

56%
42%
26%
16%
4%
Credibility

12%
6%

3%

Good service Convenience

21%
4%

48%
41%

24%

9%

4%

2%

4%

5%

Product
quality

Unique
product

Product
availability

Better
location

Product
variety

Good price

Convenience store

89%


89%

87%

87%

80%

79%

72%

64%

41%

Traditional store

16%

12%

26%

21%

24%

42%


48%

56%

64%

None

4%

6%

3%

4%

9%

4%

2%

4%

5%

Traditional stores are associated with good image of good price but users are in favor of
convenience stores for high quality of products and services with the convenience of shopping.
Q. Please choose what images are applicable?



Audience profile


Demographics (N=365)
Gender

Living district

Male
, 47%

Femal
e, 53%

Age
33 - 39
, 16%
16 - 24
, 48%
25 - 32
, 36%

District Can Gio
District Nha Be
District Binh Chanh
District Hoc Mon
District Cu Chi
District Binh Tan

District Phu Nhuan
District Tan Phu
District Tan Binh
District Binh Thanh
District Go Vap
District Thu Duc
District 12
District 11
District 10
District 9
District 8
District 7
District 6
District 5
District 4
District 3
District 2
District 1

Working district

0%
1%
2%
3%
1%
2%
3%
5%
8%

7%
8%
9%
5%
3%
4%
7%
7%
4%
4%
3%
3%
3%
3%
5%

District Can Gio
District Nha Be
District Binh Chanh
District Hoc Mon
District Cu Chi
District Binh Tan
District Phu Nhuan
District Tan Phu
District Tan Binh
District Binh Thanh
District Go Vap
District Thu Duc
District 12
District 11

District 10
District 9
District 8
District 7
District 6
District 5
District 4
District 3
District 2
District 1

0%
1%
1%
2%
%
1%
3%
3%
8%
8%
8%
8%
5%
1%
5%
4%
3%
5%
4%

5%
2%
5%
3%
15%


Demographics (N=365)
Household income
70,000,001 VND - 100,000,000 VND
40,000,001 VND - 50,000,000 VND

Married status

1%
1%

3%
2%

25,000,001 VND - 30,000,000 VND

5%
5%

15,000,001 VND - 20,000,000 VND

7%2%

7,500,001 VND - 10,000,000 VND

Lower than 5,000,000 VND

24%

7%

18%
17%
15%
13%
12%

Employment status
67%

Single

Married with kids

Married without kids

54%

Full-time Employment

Others

Student (University/College)

13%


Part-time Employment

13%

Self-Employed

7%

Student (High School)

6%

Other

3%

Student (Other)

2%

Homemaker

1%

Unemployed

1%



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Our strength is 16-39 years old and urban areas. This is where most biz
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Gender


Age

City

31%

22%

19%

18%

44%

47%

14%

18%

56%
7%

0%

1%

3% 3%

3% 3% 4%


1%
Male

Female

6%

HCM

Hanoi

Can Tho

Hai Phong

Dong Nhai

Others

Da Nang


Our Advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 200,000 members as of May, 2017
Household income

Married Status
Others,

3%

<40M
30-40M
20M-30M

Married
, 25%

15 - 20M VND
10 - 15M VND
Single,
72%

7.5 - 10M VND
5 - 7.5M VND
< 5M VND

Smartphone ownership
Do not own

4%

18%
15%

Others

3%


Sony

5%
9%
15%

Asus

8%

LG

8%

Nokia

14%
24%
26%

6%

Samsung
Apple

18%
25%
27%



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