CHAPTER 4. RESULT AND DISCUSSION
4.1 Demographic profile of respondents
The survey was done with 400 customers in 08 districts as detailed in the above chapter. After collecting all filled in questionnaires from the participants, a yielding rate of 93% (n = 372 respondents) was obtained. The rest of 28 customers who did not return the questionnaires or they were returned without sufficiently filling in. Thus, such 28 questionnaires were deleted or sorted out of the survey result.
4.1.1 Respondents’ profiles
Table 4.1 Respondents profiles
Description Frequency Percentage
Gender
Male 111 29.84%
Female 261 70.16%
Total 372 100%
Age
20-25 years old 54 14.52%
26-45 years old 241 64.78%
45-65 years old 77 20.7%
Total 372 100%
Source: the survey result, 2016 Looking at the table, we can see the most of respondents in the survey were female, accounting for 70.16% (n = 261 respondents) while the male was accounting for 29.84% only (n = 111 respondents).
This result is very easy to understand because Vietnamese people have different living standards and habits, of which the women (wives) are often responsible for shopping, cooking and doing house works while the men (husbands) take responsibility for bigger things such as earning money, building houses or so on. For Vietnamese people, such kind of task division was considered as a habit and it is very hard to change. Thus, it is obvious that we shall not see many men purchasing or buying food at supermarkets
or traditional markets. Such men only go along with their wives, friends or relatives to the market or supermarkets for window shopping, relaxing at night (often going to the supermarkets or mega malls);
The percentage reflected by the above rate of female and male participating seems very suitable with the actual situation in Vietnam.
The respondents were asked to answer their age and the above figure was gained after the survey. The age was divided into 3 groups, of which the most respondents said that they are in the age of 26 – 45 years old, which accounting for 64.78% (n = 241 respondents); the next group was in the age range of 45 – 65 years, accounting for 20.7% (n = 77 respondents) and the rest of 14.52% (n = 54 respondents) said they are in the age range of 20 – 25 years old.
Linking to own opinion of the researcher, the researcher agreed with such survey results, which are totally matching with the Vietnamese consuming practices. In Vietnam, going to supermarket has just been popular for several years and the group of shoppers belongs to the medium age, who have certain income and stable lives. They go to the supermarkets for buying things but the two rest groups of the survey, one is young and the other is old. They often go to the supermarkets with their parents/ children/
friends or window-shopping without buying any things.
4.1.3 Income of the respondents
Table 4.2 Income of the respondents
Income Frequency Percentage
< 3million VND 17 4.5%
3 – 4 million VND 12 3.23%
5 – 10 million VND 235 63.17%
> 10 million VND 108 29.03%
Total 372 100%
Source: the survey result, 2016 In accordance with the gender and age of such respondents, one of the factors contributes much on their consuming behavior at the supermarkets is their income. The income was divided into four groups, of which the lowest income of less than 3 million VND gained the second lowest yielding rate of 4.57% (n
= 17 respondents), the second lowest income of from 3 million VND to 4 million VND was gained a rate of 3.23% (n = 12 respondents), the third group of income was from 5 to 10 million VND, which
rated at a percentage of 63.17% (n= 235 respondents) and the highest income group of more than 10 million VND had a yielding rate of 29.03% (n= 108 respondents);
Thus, the group having income from 5 to 10 million VND often go shopping in supermarkets, much more than the first and second group of income.
It is obvious that the Vietnamese consumers don’t have habits of buying expensive or luxury goods at supermarkets. They often buy food, household appliances or similar at the supermarkets instead of buying luxury watches, diamond rings or so on.
This result reflects a quite similar fact of Vietnamese consuming behaviors at supermarkets and be much similar to the researcher’s own readings.
4.1.4 Occupation the respondents
Table 4.3 Occupation of the respondents
Income Frequency Percentage
Employees 289 77.69%
Students 43 11.56%
Professionals/Managers 40 10.75%
Total 372 100%
Source: The survey results, 2016 In many Vietnamese families, the housewives (who are often wives or mothers) shall go to the market or supermarket to buys food or things for the families; Men or fathers often are in charge of buying bigger things like air conditioners, TV, computers or so on. The biggest percentage of 77.69% (n = 289 respondents) was the respondents working as employees for companies, organizations or similar. A yielding rate of 11.56% (n = 43 respondents) said that they are students at universities, colleges or vocational schools, high schools and the rest of 10.75% (n = 40 respondents) was respondents who are working as professionals or managers at researcher ties/state owned organizations or managers at other companies.
In summary, from the survey results of such respondents’ demographics, the researchers concluded a link or relationship from the data collected. Accordingly, the most Vietnamese consumers in supermarkets in particular and in markets general are female, who being in charge of cooking and arranging houses. Most of them are in the age of 26 to 45 years old, they might know which supermarkets have discounts or promotion programs or sell good products and then they decide to go to
such supermarkets. They, a big part of them, are employees working for various companies or organizations in Hanoi city or similar. They don’t have high income, most of them earn from 5 to 10 million per month. Thus, such description of the respondents reflects us who are Vietnamese consumers at the supermarkets.