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Basically, mini stores are well known in Ho Chi Minh and Hanoi and "Daiso" and "Miniso" are recognized nearly 70% audience.
“Affordable”, “Good variety”, “New”, “Good quality” and “Good design” are the image of the stores.
“Household items”, “Cosmetic/Beauty”, “Fashion items”, “Digital/Electronic accessories and “Stationeries are popular products in the stores.
Half of the purchase are less than 200,000 VND and below.
“Internet”, “Facebook”, “Found stores when walking by the store” and “Friends/ Relatives” are main information source of the stores.
Most of the stores are federated with Japan or Korea image, due to their strong brand communications even if they are not Japanese or Korea brand.
Number of respondents: 609
From 20 - 39 year olds in Hanoi and Ho Chi Minh
Conducted on Nov, 2018
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