2.
Consumer behavior:
2.1. Geography:
Because milk is one of the foods that contains all the necessary nutrients for the development of
children, especially Vinamilk milk, which is very nutritious, Vinamilk's pasteurized fresh milk
products target customers throughout Vietnam, from central cities to remote areas. In addition,
Vinamilk also carries the mission to share values for mutual development with stakeholders in
order to “stand tall Vietnam, reach out to the world.” Therefore, Vinamilk's fresh milk products
are for all children, both domestically and internationally.
2.2. Psychology
Research indicates that Vietnamese parents are incorporating milk into their children's diets to
enhance nutrition. Parents often want to find milk products that are high in nutrients to help their
kids grow physically and mentally, and they also want to make sure that the products have clear
information about hygiene and safety. In order to meet that need, the dairy cows at Vinamilk are
cared for in a "paradise" setting that makes them feel at ease and helps them stay healthy so they
can produce high-quality milk. Furthermore, Vinamilk ensures that their milk is free from
banned chemicals found in animal feed and drinking water, pesticides, fertilizers used in feed
fields, antibiotics, and growth promoters. To provide clear information to customers, each
Vinamilk product box has a QR code. By scanning the QR code, consumers can easily access
complete information about the product. Above all, Vinamilk, a formerly state-owned dairy
company that is in the top 3 of most potential milk brands, can meet all customer needs from
nutritional quality and food safety to delicious taste and attractive packaging.
2.3 Personal factors:
- By age: Children (5-14 years old): Making up roughly 23.2% of the population, this group is
Vinamilk's main target. Products are designed to meet their dietary requirements as they grow.
Young Adults (15-25 years old): Among Vietnamese youth aged 16 to 24, fresh liquid milk is
the most popular dairy product; 80% favor the 180ml box size, appreciating its portability and
suitability for on-the-go lifestyles. Adults (26-44 years old) and middle-aged women and men
(40-60 years old) have financial income, have a family, and buy milk for their children.
- By economic situation: Regarding economic factors, a study indicates that students whose
income primarily comes from parental support are significant consumers of Vinamilk's fresh
milk products. Additionally, individuals with average monthly salaries ranging from 4 to 6
million VND, typically office workers, constitute about 20% of the customer base.
- Lifestyle: busy daily routine and on-the-go lifestyles.
2.4. Culture and society:
In Vietnamese culture, milk is increasingly recognized as a vital component in promoting
children's health and growth. As a result, the majority of families regard milk as an essential
component of their children's nutrition. Furthermore, leveraging the advantages of modern social
networks, Vinamilk has established an extensive distribution network that includes nearly 600
Giấc Mơ Sữa Việt stores, approximately 250,000 retail points nationwide, and a presence in
supermarkets and convenience stores. In addition to its physical retail channels, Vinamilk has
developed a robust online shopping ecosystem, comprising the E-Shop giacmosuaviet.com.vn
platform, the Giấc Mơ Sữa Việt mobile application, and collaborations with 13 e-commerce
partners, including Lazada, Shopee, Tiki, GrabMart, Now, and Baemin. This extensive
distribution system ensures that consumers can conveniently purchase Vinamilk products
anytime and anywhere. Moreover, Vinamilk's product range caters to a diverse consumer base,
spanning various socioeconomic classes—from the working class to the upper class—by offering
high-quality products at competitive prices. In conclusion, the Vinamilk brand has successfully
earned consumer trust due to the longstanding cultural practice of Vietnamese parents providing
milk for their children, the company's commitment to delivering premium yet affordable
products, and its wide accessibility through multiple sales channels.
2.5. Occasion
In terms of purchasing habits, a study indicated that a significant portion of consumers purchase
Vinamilk fresh milk daily, with 60% consuming one box per day and 20% consuming two boxes
per day. This indicates that the majority of Vinamilk's 180ml fresh milk with sugar consumers
purchase and use them on a daily basis.
2.7. Targetting:
- Targeting the domestic and international market: Because Vinamilk wants Vietnam to be a
global dairy brand and for every child to obtain enough nourishment from milk.
- Targeting children aged 5 to 14: Vinamilk's 180ml fresh milk with sugar primarily targets
children aged 5 to 14, a demographic crucial for physical and intellectual development. This age
group accounts for approximately 23.2% of Vietnam's population, making it a significant market
segment for Vinamilk's products.
- Targeting young customers: Vinamilk's fresh liquid milk is the most preferred dairy product
among Vietnamese youth between the ages of 16 and 24. Eighty percent of them like the 180ml
package size because they value its mobility and fit for their busy lives.
Reference:
The Importance of Milk for Growth | Fisher-Titus
https://www.vinamilk.com.vn/baocaophattrienbenvung2021/product-en.html
Impact of milk consumption on performance and health of primary school children in rural
Vietnam - PubMed
Vinamilk Report | PDF | Inventory | Employment
Vietnam Market Research Report - Popular liquid milk among Vietnamese youth | Q&Me
https://www.academia.edu/14985073/Vinamilk_company
https://hanoitimes.vn/school-healthcare-program-helps-improve-height-and-fitness-of-
vietnamese-students-318931.html
https://fieldcheck.biz/library/market-segmentation-of-vinamilk.html
