Usage and Attitude (U&A)

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Vietnam’s consumers are not one “mass market.” Usage and preferences can differ sharply between HCMC and Hanoi, and even more across tier-2 cities and provinces, where lifestyle, income, media exposure, and retail availability vary. Channel behaviour also changes the way people buy and use products: modern trade encourages planned purchases and bundle deals, traditional trade supports daily top-up buying, and e-commerce is increasingly shaped by reviews, free shipping thresholds, and flash promotions. 

As a result, brands often see the outcomes (sales up/down, share shifts, promo spikes) but lack clarity on the real reasons behind them. Common business questions remain unanswered: 

• Are we growing because the category is growing, or because we are winning switching? 
• Which usage occasions are expanding, and which are being replaced by alternatives? 
• Are people loyal, or are they rotating across brands based on price and promotions? 
• Why do non-users not enter the category, and what causes lapsed users to stop? 
• What do consumers truly value: quality, safety, convenience, social proof, or brand trust? 

Without a clear understanding of U&A, teams risk over-investing in the wrong message, targeting too broad an audience, or optimising for short-term promotions instead of sustainable usage growth. 

 DXL designs U&A studies to map the full usage landscape and reveal what actually drives behaviour in Vietnam. We go beyond “what people say” to structure insights around occasions, trade-offs, and real decision-making contexts. 

 Usage and occasion map + category journey 

• Drivers of usage, preference, and switching (with quantified importance where applicable) 
• Segment profiles with size/potential and winning strategies 
• Clear recommendations for positioning, portfolio, communication, and channel priorities

 U&A turns consumer complexity into practical growth decisions. It helps you: 

• Win penetration and frequency growth by identifying the biggest occasions and the consumer groups that can be expanded or converted. 
• Strengthen positioning and messaging by focusing on the real purchase drivers, not assumptions or generic claims. 
• Reduce wasted spend by prioritising the channels and triggers that actually drive trial and repeat in Vietnam (instead of spreading budget too thin). 
• Spot white space opportunities for new variants, pack sizes, formats, bundles, or service features that match unmet needs and rising occasions. 
• Improve forecast confidence by understanding whether demand is occasion-driven, promotion-driven, or driven by true preference and habit 

 DXL conducts U&A studies across Vietnam with strong questionnaire design, careful local adaptation, and nationwide fieldwork coverage. We know how to capture real behaviour in a market where respondents may give polite answers or simplify their decision process. Our reporting is built for action: we translate findings into clear implications for portfolio strategy, communication development, and distribution and trade execution.  

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