Updating rice cooker preferences, usage patterns, and purchase behavior in Vietnam’s household appliance market
To examine rice cooker usage patterns, preferences, and purchase behaviors across Vietnam to inform product development and marketing strategies for manufacturers and retailers in this competitive category.
Objectives
- Understand current rice cooker usage patterns
- Map current rice cooker type ownership and usage frequency
- Identify pain points and satisfaction levels with current products
- Evaluate consumer preferences and purchase behavior
- Identify key purchase drivers and barriers
- Measure feature preferences across demographic segments
- Determine price sensitivity for different rice cooker types
- Analyze competitive landscape
- Measure brand awareness, consideration and usage
- Evaluate brand positioning and perceived strengths
- Identify gaps and opportunities in the market
Survey Design
Methodology: Online quantitative survey.
Target respondents:
- Demographics:
- Male & female aged 25-55 years.
- SEC ABC.
- Urban areas & semi-urban areas of 6 key cities: HCMC, Hanoi, Da Nang, Can Tho, Hai Phong, Nha Trang.
- Behavioral criteria:
- Primary or joint decision-maker for household appliance purchases.
- Current rice cooker owner.
- Uses rice cooker at least 3 times per week.
- Mix of recent purchasers (past 2 years) and those planning to purchase in next 12 months.