YouthAsia

This study is republished from IPL.EDU.VN.

Because the link to the original is now broken, I’m  pasting it here to immortalize it, only because I believe there is some power in this kind of youth research findings.

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The profile of young Vietnamese people is shown, based on a survey of their ideas and motivations

A survey of 1,500 young people in six key cities, including Hanoi and HCM City, allows a sketch of Vietnamese young people. Chris Morley, managing director of ACNielsen Vietnam, says the company focused on this population segment because, with 60% of its population under the age of 30, Vietnam is becoming one of the markets with the youngest population in the world. “Fast changes occurring in Vietnam have an impact on the young people’s lifestyles, attitudes and purchasing decisions,” he says.

The company chose the 16-24 age group for its survey because in this group, some are going to become adults, some are grown up and some others are starting to have their own families. “We did not choose the younger age group because most the people in this group are students and depend heavily on their parents,” Morley says.

From the survey the company has identified four main segments, the Ban tre Saigon (Saigon Cool), Truyen thong (Traditionalists), Tre to dau (Kids with Big Heads), and Ong cham chi (Hardworking Bees).

“Saigon Cool” does not mean only young Saigonese people. It represents a dynamic, modern and fashionable lifestyle of young people in the cities we have surveyed,” says Joe Wheller, director of customized research services. “They have a character like what people often think about Saigon.” Their lifestyle incorporates both the Western element and the Vietnamese tradition. They believe that consuming unique brands is a way to show their personal style.

In many countries, young students often do extra jobs to earn money to pay for what they want. However, in Vietnam, the survey shows that most young people receive money from their parents. About 64% receive pocket money of less than VND100,000 (about US$6) a week, 27% have about VND200,000 a week and the rest more than VND200,000 a week. “The income of young working people varies by segment. For example, in the Saigon Cool group, up to 50% have income of more than VND1 million a month, but the Hardworking Bees have less. Sixty percent in this segment earn less than VND1 million a month,” Wheller says.

The survey found that Vietnamese youth have different attitudes to money. Of the Saigon Cool, which made up 21% of the respondents, most do not think much of making money. They say making money is easy and spend a lot on entertainment and fashions. Meanwhile, the Hardworking Bees, which made up 27% of the respondents, think the opposite. They understand and respect the value of money.

The survey shows that 50% of young people are ready to pay a high price for deluxe goods. Most working people keep the income they earn for personal spending, 18% save money, and 28% support their families.

Regarding the orientation for life, the survey shows that the Traditionalists and the Hardworking Bees have detailed plans for their future. “They know clearly what they want, while the two other segments have vague ideas about their future,” Wheller says.

Up to 90% of the respondents believe that they will have a good future. However, the four segments have different ideas about the way to get success. For example, up to 60% in the Saigon Cool think they can be successful in life without the need to have a good education. Traditionalists and Hardworking Bees have different views. “Education is very important to them. They think that education has a big impact on their future success,” Wheller says.

Most young people think overseas study is necessary to obtain a good education. However, not everyone wants to study overseas. The two countries that most want to go for their studies are Australia and the United States. According to Wheller, one of the reasons for this preference is heavy advertising by Australian and American schools in Vietnam. Two other countries that many young people want to go for study are Japan and Singapore.

Vietnam is experiencing rapid changes and fast development. However, the survey shows that Vietnamese youth do not lose the sense of family. All think that the family is very important and they want to be good children. “Even young people in the Saigon Cool, the segment that is quickly adaptive to social relationships, want to have time for families and that’s their preference,” Morley says.

Regarding the position of husband and wife in the family, the survey shows that only 30% of the respondents accept that the husband holds the key position in the family, while 70% disagree with this. In addition, most think that husbands must do housework like their wives. “One interesting feature is that most prefer their first child to be a son,” Wheller says.

In general, 30% of the respondents are interested in the rich-poor gap.

The survey also paints a picture of young Vietnamese consumers. They are conscious of their health, with about 65% saying they are playing sports or practicing physical exercise. Most pay attention to healthy eating and not many have the habit of dining out in the evening. Even among the Saigon Cool, which has the highest rate of going out for dinner, only 18% go out for dinner two or three times a week.

Regarding recreation, 93% watch television every day. About 42% of the respondents have the habit of reading newspapers every day. Only 2% have traveled abroad.

The survey shows that Vietnamese youths also admire outstanding people in different areas such as arts, movies and sports. On top of the list of those they admire is President Ho Chi Minh.

Saigon Cool

This group is distinct by their desires to include both Western and traditional Vietnamese elements in their lifestyle. They are the most image-conscious of all segments, believing unique brands reflect their personal style. The group is more global in their outlook and spontaneous. They believe they have a rosy future regardless of the level of education they have achieved. While hanging out with friends, discussing new trends and fashions is a key pastime. But spending time with their family is just as important.

Kids with Big Heads

This group could also be referred to as the “Immatures.” They have the tendency to have been cosseted by their parents, rarely having to think and make decisions for themselves. They tend to be quite carefree and na?ve, with no clear vision for the future. They believe they are important within their social group and are quite opinionated as a result. They are not excited about new things and are likely to go for things that are close at hand and readily available, rather than having an urge to explore.

Traditionalists

This group holds attitudes that are aligned with a traditional Vietnamese perspective on society. Being traditional is an attitude that structures their lifestyle with a more conservative approach to life. They prefer to be well-organized and are more likely to be planning for the future. A higher proportion of this segment is still in education. Personal status is very important in traditional thought, so they are likely to be attracted by goods that can show their higher status.

Hardworking Bees

This group places priority in planning for the future, placing high importance on education. They are willing to invest time and effort now in order to reap rewards later. This may mean leaving other elements of their life, such as love and fun, until later. However, they still have some time for relaxation, though priority will always be working for a brighter future.