Overview of Motorbike in Vietnam

Market PBI Survey 2015

Date: 21st April 2015 – 23rd April 2015

Table of content

Research Design P.3

Respondent Profile P.4

Research Concept P.5

Research Summary P.6

Detail Findings P.7

2

Research Design

Research Method Internet Sampling

Fieldwork Period 21st April 2015 – 23rd April 2015

Research Area Nationwide

Respondent Criteria Male & Female

Sample Size 1660 samples

Survey Content

Motorbike brand awareness

Expansive of Motorbike Brand

Motorbike brands ever used

Motorbike brands used in the past 3 months

Motorbike brand most often used in the past 3 months

Motorbike brand use in the future

Motorbike brand recommendation

3

4.4%

36.7% 34.4%

24.5%

16 - 19 years old and below

20 - 24 years old 25 - 29 years old 30 years old and above

Age

46.1%

32.5%

21.4%

Living area

HCMC

Hanoi

Others

Respondent Profile

Unit: %

44.5% 55.5%

Gender

Male

Female

7.9%

12.9%

35.3% 31.1%

7.8% 5.1%

1 - 4.499.999

VND

4.500.000 - 7.499.999

VND

7.500.000 - 14.999.999

VND

15.000.000 - 29.999.999

VND

30.000.000 - 44.999.999

VND

45.000.000 and above

Monthly household income

n = 1660

4

PBI (Popular Brand Index)

POPULAR BRAND INDEX (PBI)

Top of Mind

(TOM)

Expansive

Last Used

Future Intention

Additional Information :

• Top of Mind (TOM) = First brand mentioned by respondents.

• Expansive = Scope and spread of brand.

• Last Used/ Market Share = Total purchase or last used brand in past 3 months.

• Future Intention = Consumer intention to purchase brand.

Brand is one of the most important assets of the company and also represent identity of a company. "Brand or trademark is a name or symbol that is associated with the product/service and cause psychological meaning/association".

In addition, the brand also works as a promotional tools, so that a

product with certain brand would likely gain popularity or awareness in the community and affect consumer behavior.

W&S study based on development of PBI (Popular Brand Index)

concept which includes community top of mind brand, expansive or spread of the brand, total purchase or last used of the brand, and consumer intention to purchase brand.

Research Concept

5

Research Summary Honda & Yamaha are the leaders in Motorbike market

Brand awareness:

Honda is the most popular in consumers’ mind with 79.0% of Top of mind awareness and absolutely 100.0% of total awareness. The next are Yamaha and Suzuki with 99.4% and 96.6% of total awareness, respectively.

Advertising Expansive:

Consistently, Honda is also advertised on media channels the most often. 75.4% of consumers found Honda on newspapers, television, internet, etc.,.

Next mentioned brands are also Yamaha and Piaggio, which can also be easily found on media.

Brand users:

Honda is the leader of the market with 70.4% of brand users, followed by Yamaha (19.9%).

Brand loyalty:

The market is very competitive with 50% of un-loyal consumers. About 50% of consumers are loyal or advocate their currently used brand, the rest of about 50% of consumers switch to another brand to use or to recommend to their relatives / friends. The loyalty towards key players of this market, Honda & Yamaha, is high (86.2% and 83.5%, respectively), while other brand users are not much loyal to their currently used brand.

Brand satisfaction:

Honda motorbike users are satisfied with their currently used brands the most (4.05 mean), next mentioned is Yamaha users (3.88 mean).

Popularity of Motorbike brands are clear distinction ranking

Honda Motorbike’s Popular brand Index ranks the first (68.6), the next popular player is Yamaha (27.9).

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Detail Findings

Brand Awareness P.8

Brand Expansive P.9

Repertoire Brand Usage P.10

Loyalty / Switching P.11

Brand Satisfaction P.12

PBI (Popular Brand Index) P.13

7

79.0

15.8

2.2 1.6 0.1 0.1

98.3 88.8

64.8

33.2

48.0

8.5

100.0 99.4 96.6

78.9

89.4

40.0

Top of Mind

Total spontaneous awareness

Total brand awareness

Honda Yamaha Suzuki Piaggio SYM Others

79.0 15.8 2.2 1.6 0.1 0.1

98.3 88.8 64.8 33.2 48.0 8.5

100.0 99.4 96.6 78.9 89.4 40.0

Q. Regarding Motorbike brands, which brands do come to your mind?[FA] (n=1660) Q. Which brands do you know in the list below? [MA] (n=1660)

1. Motorbike Brand Awareness

Unit: %

Honda is the most popular in consumers’ mind with 79.0% of Top of mind awareness and absolutely 100.0% of total awareness.

The next are Yamaha and Suzuki with 99.4% and 96.6% of total awareness, respectively.

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Q. Which Motorbike brands are easily found on media including: Television, radio, ad words, newspaper, etc.,? [MA] (n=1660)

2. Expansive of Motorbike Brand

Consistently, Honda is also advertised on media channels the most often

75.4% of consumers found Honda on newspapers, television, internet, etc.,.

Next mentioned brands are also Yamaha and Piaggio, which can also be easily found on media.

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Most often Brand loyalty Recommendation

Not loyalty / not advocacy 0.0 47.3 50.1

SYM (n=54) 3.3 0.6 0.5

Piaggio (n=41) 2.5 1.4 0.9

Suzuki (n=30) 3.6 1.1 0.9

Yamaha (n=331) 19.9 9.2 8.3

Honda (n=1168) 70.4 40.4 39.6

Q. Which brand did you use the most often in the past 3 months?[SA] (n=1660) Q. Which brand is the first choice when you use in the next time? [SA] ] (n=1660) Q. When there are relatives/ friends ask you about Motorbike brand to use, which brand do you recommend for them? [SA] (n=1660)

3. Motorbike Brand Repertoire

Unit: %

Honda and Yamaha are the leaders of the market

The market is very competitive with 50% of un-loyal consumers

Honda is the leader of the market with 70.4% of brand users, followed by Yamaha (19.9%).

About 50% of consumers are loyal or advocate their currently used brand, the rest of about 50% of consumers switch

to another brand to use or to recommend to their relatives / friends.

10

Honda & Yamaha users are loyal with their own brand the most

The loyalty towards key players of this market, Honda & Yamaha, is high (86.2% and 83.5%, respectively), while other

brand users are not much loyal to their currently used brand, except for Piaggio.

Q. Which brand do you currently use the most often?[SA] (n=1660) Q. Which brand is the first choice when you use in the next time? [SA] (n=1660)

Unit: %

57.4

46.2

30.0

56.1

18.5

42.6

53.8

70.0

43.9

81.5

Honda (n=1168)

Yamaha (n=331)

Suzuki (n=30)

Piaggio (n=41)

SYM (n=54)

Loyal brand users Users that intend to switch brand

BRAND IN THE NEXT PURCHASE

Honda Yamah

a Suzuki Piaggio SYM Others Total

BRAND MOST OFTEN

USE

Honda 57.4 13.8 3.9 22.0 1.8 1.1 100.0

Yamaha 27.5 46.2 5.1 16.9 3.0 0.0 100.0

Suzuki 23.3 18.3 30.0 23.3 5.0 1.2 100.0

Piaggio 39.0 4.9 0.0 56.1 0.0 0.0 100.0

SYM 31.5 11.1 7.4 31.5 18.5 0.0 100.0

Brand intending to choose in the next purchase

*Note: Based on those who will choose in the next purchase

4. Motorbike brand Loyalty / Switching

11

1.3

3.3

0.0

0.0

0.0

1.4

2.1

3.3

4.9

1.9

11.0

15.7

16.7

24.4

31.5

63.5

60.7

70.0

56.1

53.7

22.8

18.1

10.0

14.6

13.0

Honda (n=1168)

Yamaha (n=331)

Suzuki (n=30)

Piaggio (n=41)

SYM (n=54)

Definitely unsatisfied Unsatisfied Neutral Satisfied Definitely satisfied

Mean

4.05

3.88

3.87

3.80

3.78

5. Motorbike Brand Satisfaction

Honda motorbike users are satisfied with their currently used brands the most (4.05 mean), next

mention is Yamaha users (3.88 mean).

Q. How is your satisfaction towards the brand that you used the most often in the past 3 months (n=1660) 12

Ranks of Popularity

Motorbike brand Popular Brand Index

1 Honda 68.6

2 Yamaha 27.9

3 Piaggio 11.7

4 Suzuki 7.5

5 SYM 6.8

The PBI is obtained by Internet Sampling method, where using online panel with 1660 respondents in W&S Vietnam database (Vinaresearch). The results obtained for Motorbike with PBI concept are:

Q. Regarding Motorbike brands, which brands do come to your mind?[FA] (n=1660) Q. Which Motorbike Brands are easily found on media including: Television, radio, ad words, newspaper, etc.,?[MA] (n=1660) Q. Which brand did you use the most often in the past 3 months?[SA] (n=1660) Q. Which brand is the first choice when you buy in the next purchase? [SA] (n=1660)

6. Popular Brand Index Results (PBI)

Honda Motorbike’s Popular brand Index ranks the first (68.6), the next popular player is Yamaha (27.9).

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W&S Joint Stock Company is a 100% Japanese investment. Our main professions are ‘Online market research’, ‘Web creative’ and ‘Web marketing’. Online research is conducted based on Vinaresearch – our actively managed over 140,000 members panel with various segmentations across Vietnam.

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The copyright of this report belongs to W&S Joint Stock Company. The results (analyzing, wording, data, tables and graphs) of this survey can be publicly used, but must be cited and sourced from W&S Joint Stock Company (also include its website address http://vinaresearch.jp).