Airline service usage of Vietnamese
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An online survey of 1,247 Vietnamese found that: - 50% had used airline services in the past 6 months, with Vietnam Airlines being the dominant carrier with 50% market share. - While Vietnam Airlines was chosen for its reliability and service, VietJet Air and Jetstar succeeded through low price promotions. - 74% of passengers were satisfied with their airline, but only 11% were truly loyal to one brand.
Airline service usage of Vietnamese
- 1. June 2015 REPORT ABOUT AIRLINE SERIVICES IN VIETNAM BY DI-MARKETING (www.di-onlinesurvey.com)
- 2. 1 SCOPE OF WORK The survey was conducted to study about airline usage and attitude of Vietnamese toward airline services in Vietnam Methodology: Online survey Fieldwork time: 3 days (7/06/2015 to 10/06/2015) Sample size: N = 1,247 Gender: Male and Female Geography: 5 key cities • Ho Chi Minh, Ha Noi, Hai Phong, Da Nang, Can Tho
- 3. 2 KEY FINDINGS • 50% Vietnamese have used airline services in past 6 months • Vietnam airlines dominates the market with 50% market share, followed by VietJet air (25%) and Jetstar (15%) • While Vietnam airlines is chosen because its service and reliability, VieJet air & Jetstar succeed with their low- price promotion. • 74% passengers feel satisfied with their current airline services and only 11% passengers are loyal with their airline brands • 27% passengers use airline service 4-6 months/ time • 58% passengers are booking ticket online
- 4. 3 32% 68% Male Female Age Gender Living places Occupation N= 1247 5% 4% 3% 4% 10% 10% 26% 38% Others Housewife Factory Worker Job seeker/Retired Self-employed Engineer/Doctor/Teacher Student Officer 26% 28% 43% 2% Over 30 26-30 18-25 Under 18 25% 2% 4% 2% 18% 50% Others Can Tho Da Nang Hai Phong Hanoi Ho Chi Minh
- 5. 4 VIETNAM AIRLINES IS THE MOST WELL-KNOWN BRAND NATION WIDE N= 1247 Do you know any of these brands listed below? 1% 2% 15% 19% 23% 24% 27% 27% 30% 32% 35% 36% 39% 55% 82% 87% 92% I don't know any of those brands Others EVA Air Emirates TigerAir British Airways China Airlines Qatar Airways Air France Cathay Pacific Korean Air Thai Airways Singapore Airlines Air Asia Jetstar VietJet Air Vietnam Airlines Total 0% 2% 20% 21% 29% 28% 28% 30% 33% 38% 39% 40% 44% 58% 85% 89% 93% Ho Chi Minh 1% 4% 7% 18% 19% 22% 22% 25% 26% 27% 32% 32% 35% 48% 77% 79% 87% Hanoi 2% 2% 11% 18% 17% 20% 26% 24% 29% 28% 30% 32% 33% 54% 82% 87% 94% Others
- 6. 5 TVC AND MAGAZINE ADS ARE THE MOST POPULAR CHANNELS FOR ACQUIRING CUSTOMERS AWARENESS N= 1247 How do you know these brands? 66% 65% 66% 63% 69% 59% 58% 58% 59% 60% 54% 51% 53% 59% 42% 47% 47%47% 52% 45% 41% 54% 45% 35% 46% 45% 45% 34% 42% 32% 32% 37% 26% 32% 25% 23% 28% 29% 21% 21% 18% 23% 17% 15% 24% 14% 16% 26% 0% 10% 20% 30% 40% 50% 60% 70% 80% Grand Total Under 18 18-25 26-30 Over 30 TV ads Ads on news/ magazines Friends/relatives' suggestion Facebook ads Out of home ads Web, forum ads (webtretho, tinhte…) Blog, facebook …of famous people Others Smartphone applications (viber…) Smartphone appplications of brands SMS advertising messages/ email
- 7. 6 50% PEOPLE HAVE USED AIRLINE SERVICE IN PAST 6 MONTHS N= 1247 Have you used airline services in the last 6 months? 50% 48% 43% 56% 57% 50% 52% 57% 44% 43% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Grand Total Under 18 18-25 26-30 Over 30 No Yes 50% 29% 47% 60% 68% 75% 50% 71% 53% 40% 32% 25% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Grand Total Under $200 From $200 to below $450 From $450 to under $650 From$650 to under $1000 Over $1000 No Yes By age groups By income levels
- 8. 7 How old are you? Which brand do you use the most? N= 624 VIETNAM AIRLINES DOMINATES WITH 50% MARKET SHARE 50% 67% 45% 50% 57% 25% 20% 29% 27% 18% 15% 7% 17% 15% 13% 3% 7% 4% 2% 2% 2% 1% 1% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Grand Total Under 18 18-25 26-30 Over 30 Korean Air Emirates Air France Cathay Pacific Air Asia Singapore Airlines Others Jetstar VietJet Air Vietnam Airlines 50% 38% 45% 51% 63% 61% 25% 35% 29% 23% 23% 10% 15% 23% 18% 17% 7% 4% 2% 1% 2% 10% 3% 3% 2% 5% 1% 7% Total Under $200 From $200 to below $450 From $450 to under $650 From$650 to under $1000 Over $1000 Others Emirates Air France Cathay Pacific Air Asia Singapore Airlines Jetstar VietJet Air Vietnam Airlines Higher income groups use the service of Vietnam Airline more
- 9. 8 51% 68% 29% 32% 67% 55% 27% 70% 68% 73% 46% 70% 15% 13% 45% 43% 48% 33% 44% 58%60% 54% 73% 41% 50% 27% 32% 75% 55% 32% 35% 25% 34% 58% 18% 29% 42% 11% 13% 27% 23% 30% 8% 12% 67% 36% 18% 18% 16% 9% 50% 27% 0% 10% 20% 30% 40% 50% 60% 70% 80% Grand Total Vietnam Airlines VietJet Air Jetstar *Singapore Airlines *Air Asia Good services Competitive ticket price Trusted brand Have online booking system Have wide range of retails Frequent promotion/ discount programs Have many flights within a day Rare delays Friends/relatives suggest me trying Use modern planes with good quality Passengers insurance Save time/ short journey Depart/arrive in big/famous/beautiful airports Allow to bring much luggages Wanna experience new services Wanna show off my class Others If you have used the services of these brands, which do you use the most? Why do you use the services of this brand? N= 624 Trusted brand& Good service Competitive price & Frequent promotion programs SERVICE, PRICE AND TRUSTED BRAND ARE MAIN REASONS FOR USING THE BRAND Singapore airlines, Air Asia: small sample size, for reference only.
- 10. 9 Which do you use the most? Are you satisfied with the service of these brands? N= 624 74% PASSENGERS FEEL SATISFIED WITH THE AIRLINE SERVICES THEY USED 1% 3% 2% 8% 25% 16% 35% 39% 8% 27% 50% 55% 51% 48% 25% 18% 24% 30% 12% 11% 58% 55% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Vietnam Airlines VietJet Air Jetstar *Singapore Airlines *Air Asia Very satisfied Satisfied Neutral Unsatisfied Very unsatisfied (*)Singapore airlines, Air Asia: small sample size, for reference only.
- 11. 10 2% 1% 3% 2% 8% 17% 14% 22% 25% 18% 42% 41% 46% 45% 8% 27% 38% 44% 28% 27% 83% 55% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Vietnam Airlines VietJet Air Jetstar *Singapore Airlines *Air Asia Will recommend definitely Will recommend Either recommend or not Will not recommend Will not recommend definitely N= 624 Which brand do you use the most? Will you suggest this brand to others? 80% CUSTOMERS WILL RECOMMEND THEIR CURRENT AIRLINE BRANDS TO OTHERS Vietnam Airlines has highest top box recommendation level (44%) comparing wither others (*) Singapore airlines, Air Asia: small sample size, for reference only.
- 12. 11 4% 3% 5% 6% 31% 29% 33% 37% 17% 18% 16% 10% 24% 26% 8% 27% 38% 47% 29% 24% 42% 36% 11% 12% 8% 8% 33% 18% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Grand Total Vietnam Airlines VietJet Air Jetstar *Singapore Airlines *Air Asia I will use this airline service only I will prefer this airline service in priority I will use this airline service and I will try other brand in future I will use this airline service parallel with other airline services I will switch to other airline brands N= 624 Which brand do you use the most? Will you choose this airline service for your next flight? (*) Singapore airlines, Air Asia: small sample size, for reference only. ONLY 11% PASSENGERS ARE LOYAL WITH THEIR CURRENT AIRLINE BRANDS
- 13. 12 Which brand do you use the most? Is there anything make you feel unhappy about this brand? PASSENGERS ARE NOT HAPPY BECAUSE OF HIGH CHARGE OF OVERWEIGHT LUGGAGE AND LIMITED WEIGHT ALLOWED 27% 37% 12% 21% 17% 36% 21% 22% 24% 17% 33% 18% 20% 27% 18% 12% 11% 7% 9% 10% 5% 22% 12% 14% 4% 8%9% 6% 15% 9% 10% 11% 8% 5% 14% 17% 9% 7% 6% 12% 5% 4% 10% 10% 25% 6% 3% 8% 11% 8% 3% 2% 2% 2% 1% 3% 0% 5% 10% 15% 20% 25% 30% 35% 40% Grand Total Vietnam Airlines VietJet Air Jetstar *Singapore Airlines *Air Asia I satisfy with all of those services Charge overweight luggages expensively Limited amount of luggages allowed Complicated payment method Frequent delays Unreasonable price No FREE food/magazines Unprofessional staffs Don't have many flights aday No passengers- home- delivery service after flight Long route Old-fashion/poor quality planes No passengers insurance No online booking system (*) Singapore airlines, Air Asia: small sample size, for reference only. Frequent delay Unreason- able price Overweight charge Limited luggage
- 14. 13 How much is your luggage? N= 624 PASSENGERS TEND TO TRAVEL LIGHT 63% REQUIRE FROM 10-15KG FOR THEIR LUGGGAGES 4% 8% 4% 8% 6% 1% 5% 3% 12% 7% 38% 14% 17% 6% 9% 5% 13% 21% 39% 31% 23% 42% 11% 11% 11% 13% 30% 24% 19% 30% 17% 28% 41% 47% 27% 33% 21% 13% 29% 17% 49% 37% 32% 43% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 4% 7% 5% 2% 7% 12% 7% 8% 13% 15% 21% 13% 15% 25% 26% 30% 20% 35% 27% 29% 33% 53% 38% 33% 24% Grand Total Under 18 18-25 26-30 Over 30 Under 10kg From 10- 15kg From 16- 20kg Over 20kg I don’t remember By age groupsBy occupation
- 15. 14 How often do you use this service? N= 624 27% USE AIRLINE SERVICE 4-6 MONTHS/TIME 4% 13% 6% 3% 3% 15% 27% 16% 14% 15% 21% 27% 22% 23% 19% 27% 20% 30% 28% 24% 22% 7% 19% 25% 23% 3% 4% 2% 4% 7% 7% 4% 6% 12% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Grand Total Under 18 18-25 26-30 Over 30 4% 9% 5% 4% 1% 4% 15% 28% 20% 12% 7% 6% 21% 27% 27% 18% 21% 8% 27% 24% 28% 32% 27% 19% 22% 6% 19% 27% 26% 29% 3% 3% 1% 5% 14% 7% 4% 1% 6% 14% 19% Grand Total Under $200 From $200 to below $450 From $450 to under $650 From$650 to under $1000 Over $1000 Once a month More than 1 time/month 2-3 months/time 4-6 months/time More than 6 -12 months/time More than 1 year/ time I don’t remember Older groups use airline service more frequently than young groups Similar, higher income use airline service more frequent than lower income
- 16. 15 How much do you often pay each time using this service? 53% SPEND AVERAGE $51 - $150 FOR ONE- WAY TICKET/ TIME 3% 2% 2% 6% 11% 4% 2% 3% 7% 11% 7% 4% 5% 5% 14% 14% 17% 8% 14% 20% 17% 29% 53% 54% 59% 59% 50% 25% 13% 27% 16% 11% 8% 4%1% 4% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Grand TotalUnder $200 From $200 to below $450 From $450 to under $650 From$650 to under $1000 Over $1000 Under $25 From $26 - $50 From $51 - under $150 From $151- $250 From $251 - $350 From $351- $500 Over $501 I don't remember 3% 3% 2% 3% 4% 6% 4% 7% 3% 6% 14% 17% 13% 16% 18% 17% 53% 73% 55% 53% 49% 13% 13% 16% 13% 10% 1% 2% 1% Grand Total Under 18 18-25 26-30 Over 30 Under $25 From $26 - $50 From $51 - under $150 From $151- $250 From $251 - $350 From $351- $500 Over $501 I don't remember Higher income spend more for airline service
- 17. 16 6% 7% 6% 7% 5% 78% 80% 78% 77% 78% 16% 13% 17% 16% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Grand Total Under 18 18-25 26-30 Over 30 International Airlines Vietnamese Airlines I don't care Which airline's country of origin do you prefer? N= 624 78% PASSENGERS PREFER USING VIETNAMESE AIRLINES 6% 10% 8% 3% 6% 3% 78% 76% 78% 83% 78% 67% 16% 14% 14% 14% 16% 31% Grand Total Under $200 From $200 to below $450 From $450 to under $650 From$650 to under $1000 Over $1000 International Airlines Vietnamese Airlines I don't care
- 18. 17 What do you travel for? N= 624 50% PAGGENSERS USE AIRLINE SERVICES FOR TRAVELING DOMESTICALLY 50% 41% 63% 50% 42% 44% 61% 56% 33% 20% 20% 6% 21% 25% 35% 8% 11% 17% 17% 23% 19% 18% 10% 11% 22% 23% 8% 6% 13% 7% 17% 6% 12% 11% 17% 5% 11% 0% 4% 17% 5% 1% 0% 10% 1% 0% 0% 0% 0% 7% 0% To go study abroad To go for business trip overseas Others To travel overseas To go for Business trip domestically To travel domestically White collar workers use airline service more for business
- 19. 18 How old are you? Where do you travel to? N= 624 VIETNAMESE TRAVEL MOSTLY NATIONWIDE AND TO ASIAN COUNTRIES 45% 47% 41% 52% 41%42% 27% 45% 40% 42% 39% 47% 41% 41% 35% 19% 13% 18% 26% 16% 18% 20% 15% 20% 5% 0% 6% 6% 4%3% 0% 3% 5% 2%1% 0% 3% 2% 0% 0% 10% 20% 30% 40% 50% 60% Grand Total Under 18 18-25 26-30 Over 30 SouthernVietnam Midle of Vietnam Northern Vietnam Southeast Asia Asia ( China, Japan, Korea,….) Europe ( France, Italia, Spain,…) Northern America( USA, Canada,…) Australia, Newzealand Southern America ( Brazil, Chile,…) Midle East Africa ( Egypt, South Africa,..) Others
- 20. 19 58% 47% 55% 58% 61% 41% 33% 42% 41% 41% 29% 20% 32% 31% 24%24% 27% 28% 25% 17% 1% 13% 1% 0% 1% 0% 10% 20% 30% 40% 50% 60% 70% Grand Total Under 18 18-25 26-30 Over 30 I book ticket on online websites myself I buy directly at retail stores I book indirectly through air ticket service I have my friends/ family/ relatives book for me Others How old are you? How do you buy your air ticket? N= 624 58% PASSENGERS BUY TICKETS ONLINE
- 21. 20 CONTACT US • Japan & Taiwan: o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan o Contact person: Mr. Hideyuki Kato (CEO) o Email: hideyuki.kato@di-mktg.com o Contact number: +81 3-5532-3200 • Vietnam: o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnam o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing) o Email: dang.hohai@di-marketing.com.vn o Contact number: +84 902-73-9944 • Thailand: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing) o Email: woon.k@di-mktg.com o Contact number: +66 092-282 7992
- 22. 21 CONTACT US • Singapore, Indonesia, Malaysia: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Mr. Hendry Pratama (Manager - DI Marketing) o Email: pratama.hendry@dreamincubator.com.sg o Contact number: +65 6671 9290 | +65 8518 3870 • India: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654
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