Factors for premium goods and services consumption in Vietnam 2019

Published by
Minh-Ngoc Nguyen,
Nov 11, 2024
According to a survey among affluent Millennials in Vietnam, around 75 percent of respondents stated that the main driver for consuming premium products and services was to make them feel secure about the product's quality. The answers were split into self-esteem drivers and perceptional drivers.

Drivers for consuming premium goods and services among affluent Millennials in Vietnam in 2019

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Release date

December 2019

Region

Vietnam

Survey time period

November 2019

Number of respondents

459 respondents

Age group

23-38 years old

Special properties

among premium Millennial shoppers based in in Ho Chi Minh City and Hanoi

Method of interview

Online survey

Supplementary notes

Original question: What are driving consumers to premium products/services?

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