Consumer Profiles
for Vietnam

Consumer Profiles
for Vietnam

Consumer Profiles for Vietnam uses an innovative, comprehensive ten-segment model for effective market investigation and identification of your target audience. It is the first product in its class to offer ten consumer types validated across multiple countries.

Consumer Profiles

Consumer Profiles for Vietnam

This Consumer Profiles product presents the population of Vietnam, divided into ten easy-to-understand consumer classifications.

The product is based on segmentation criteria including socio-demographics, lifestyle values and orientation, mind-set, motivation and consumer behaviour in Vietnam. The data has been drawn from a representative global survey of around 30,000 consumers with various, relatively homogeneous, populations with different consumer characteristics and buying patterns. The research is then distilled into globally identifiable consumer profiles. Consistent and comparable data, with seamless transitions across borders, make this product ideal for international projects.

Consumer Profiles for Vietnam can be purchased on its own or bundled with GIS polygon data for administrative regions, postcodes and small areas. This effective combination will allow you to perform enlightening analysis supported by stunning visualisations.

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Flag of VietnamVietnam – Communes

11162
Number of Regions
8700
Avg Population / Region
The Socialist Republic of Vietnam (Viet Nam) is situated in Southeast Asia, on the Indochinese Peninsula. It shares land borders with China, Laos and Cambodia and maritime borders with Thailand, Philippines, Indonesia and Malaysia. The largest city is Ho Chi Minh City, but Hanoi is the capital.
Vietnam was serially run by monarchical dynasties for centuries and the size of the country increased. After settlement by Portuguese and Dutch traders, the last imperial dynasty fell to the French in the nineteenth century and Vietnam became a colony. In 1945 the nationalist movement Viet Minh proclaimed independence from France. War in Vietnam dominated the latter part of the twentieth century. After WWII, France tried but failed to reclaim colonial power. Soon after, the Vietnam War began as the nation had become so divided, with the communist north, supported by China and Russia and the anti-communist south which was supported by USA.
In 1975, the north emerged victorious and the following year Vietnam was reunified as a socialist state under the Communist Party of Vietnam. Wars with Cambodia and China ensued and, as well as a trade embargo by the west and ineffective economic management, Vietnam was left economically crippled until reform in 1986.
Along with Laos, Vietnam is one of two communist states in Southeast Asia. It is run as a one-party socialist republic, by the CPV and divided into fifty-eight provinces and five municipalities.
For centuries the Vietnamese economy has been built upon agriculture and most specifically the cultivation of wet rice. It is the world’s largest producer of cashew nuts and black pepper. Other exports include seafood, coffee and rubber. Bauxite is an important mineral resource. Tourism is a growing sector of the Vietnamese economy.
Most of the population still lives largely in rural areas, although migration to urban areas is increasing. Culturally, Vietnam has close ties with China, particularly in the north, where Buddhism is entwined with indigenous tradition. Folk literature and music remain important, and Vietnamese cuisine is popular around the world. Martial arts are practised, but soccer is the most popular sport. There are, however, some human rights issues which cast a shadow over modern Vietnam, including human-trafficking.
Despite the past, Vietnam is seen geo-politically, as a potential regional ally to the USA as territorial disputes continue with China over area in the South China Sea. It is a member of the United Nations and ASEAN.

Product details

Consumer Profiles for Vietnam
Administrative Postcode Small Area
Available
Region Type Huyện Communes
Number of Regions 711 11,162
Average Population/Region 140,000 8,700

Consumer classifications

For each region type available, Consumer Profiles for Vietnam data contains population count (age 15+), percentage and rank for each of the following ten classifications. Click on the + icon for a description of each classification.

Consumer Profiles - Type A

These consumers have the highest per-capita income of all segments. They tend to be young and successful, with a significantly higher level of education than most other groups and are self-employed or in managerial positions. They don’t have children yet and tend to live in metropolitan areas either alone or with partner/friends. As a high disposable income group, these people typically spend the most money on clothes. In terms of choice of smartphone, Apple is preferred to Samsung.

Consumer Profiles - Type B

This group is older, with grown-up children who have left home. They have a high per-capita income but would rather ‘go shopping’ than buy online. As consumers, they are brand-loyal and will search for quality products from favoured retailers.

Consumer Profiles - Type C

Older, and generally living alone or as part of a couple, these people have an above average per-capita income, but an average household income. As consumers, value for money is extremely important and purchases are carefully researched and planned. They tend to be environmentally very aware and will embrace innovation.

Consumer Profiles - Type D

Generally successful office workers, and keen on-line shoppers, the consumers in this group have an above average per-capita income. As a rule, they tend to be conspicuous consumers with high expenditure on watches, jewellery and sporting goods. They are environmentally aware and look for quality and innovation in a product.

Consumer Profiles - Type E

This segment represents consumers with the highest household income and the highest expenditure across most product groups. As the group consists of families with children, the per-capita income is lower than you would expect. With high levels of education, most work in management roles and live in metropolitan areas or large cities. Overall, they are keen shoppers and the most frequent users of online shopping sites. They can be characterised as ‘early adopters’, with a very high usage of smartphone technology and social media. In terms of choice of smartphone, Apple is preferred to Samsung.

Consumer Profiles - Type F

With an average per-capita income, this segment consists mainly of retired couples without children at home. As consumers they are brand and product loyal and place a high importance on value for money. As a group, security is important and a strong emphasis is placed on relationships and being part of a community.

Consumer Profiles - Type G

These consumers have a below average per-capita income. They are socialisers who place a high value on a sense of belonging as well as a sense of excitement and spontaneity. They are interested in new products, but as a rule don’t undertake any pre-purchase research.

Consumer Profiles - Type H

Often younger and with children this group has a below-average per-capita income. As consumers, value for money is important as are favourite brands. Education, security and tradition are high on the list of personal values.

Consumer Profiles - Type I

This group has an above average household income, but as it is primarily made up of households with young children, the per-capita income is lower. Adults are either self-employed or in managerial positions. As consumers they are brand loyal but will embrace new products. The group ranks high on spend in the sports product and education categories. Excitement is an important driver too.

Consumer Profiles - Type J

This is a young group with the lowest per-capita income and comprises mainly students, unemployed and stay-at-home parents. They generally live in towns or more rural areas.

Looking beyond Vietnam? Consumer Profiles is available in a wide range of countries…

Data formats & delivery

Consumer Profiles for Vietnam data is available in many popular GIS formats, including:

  • Esri Shapefile
  • Esri File GeoDatabase
  • MapInfo TAB (Extended)

All data products are delivered using our secure data delivery platform, Europa Data Vault.

Orders, Formats & Delivery

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Regions and Boundaries

Regions & Boundaries

Gain a deeper understanding of geography within a country with robust map data for location analysis and visualisation.

Regions & Boundaries

Demographics

Get to know your audience in terms of number of households, population figures by sex and age band plus the number of unemployed.

Demographics

Purchasing Power

Understand disposable income by tiered area with this key indicator for effective location and sales territory planning.

Purchasing Power

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