The Hanoitimes - The Government's "Vietnamese Use Vietnamese Goods" campaign has improved awareness and impacted perceptions of Vietnamese consumers, a study has found.
Global market research company Nielsen conducted the study in HCM City and Hanoi in March, polling 150 respondents across all income levels in either place.
The Vietnamese Goods Trend Survey found that 83 per cent of consumers in HCM City and 95 per cent in Hanoi are aware of the campaign launched in 2009.
The campaign has had some impact on the purchase intent of consumers in the two cities, with 62 per cent of HCM City consumers and 49 per cent of Hanoians saying "I would probably purchase more Vietnamese goods."
Most consumers consider Vietnamese goods as those manufactured in the country even if they are international brands.
In Hanoi, 82 per cent think the easiest way to determine a Vietnamese product is the "High Quality Vietnamese Product" logo on it, while in HCM City, a majority expect to see a "Made in Vietnam" label.
Consumers in HCM City associate the following attributes with Vietnamese goods: wide availability (49 per cent), reasonable price (39 per cent), wide variety (35 per cent), good quality (20 per cent), and premium brand (13 per cent).
Hanoians associate wide variety (54 per cent), wide availability (41 per cent), reasonable price (32 per cent), and good quality and premium brand (26 per cent).
Vietnamese goods are widely preferred for food and beverages, but not in the non-food and beverage categories.