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How does the modern trade change purchase behaviors of housewives?

The survey was conducted on more than 1,000 moms in Hanoi and Ho Chi Minh with the objective of understanding the differences in their shopping behaviors on each channel.

How does the modern trade change purchase behaviors of housewives?
How does the modern trade change purchase behaviors of housewives?

78% of full-time- worker moms cook dinner themselves on a daily basis and 85% of moms is the main shopper in the household.

Supermarket and local market are considered as the top 2 main shopping sources for moms.

Co.opmart & BigC are top 2 supermarkets in use while Vinmart+, Family Mart & CircleK are popular convenience stores.

Local markets are for the every day use. Super market are used for 2-3 times / week or less. Convenience store usage is less often.

Supermarket is chosen for the product quality and variety. Local market has its edge in their flexibility of price negotiation.

53% of moms state that they shop at local market less than before. Instead, supermarket (69%) is the replacement.

40% of moms state that they shop at local store less than before. Instead, supermarket (80%) is the replacement.

Survey about How does the modern trade change purchase behaviors of housewives? 

Number of respondents: 1.032

Moms from 20-45 years old in Hanoi and HCM 

Conducted on June, 2017 

Q&Me Vietnam Market Research

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