Consumer behavior in Vietnam; south compared to north
A finding concerning the consumer behavior alone is worth noticing. This is the differences in consumer behavior between north and south in Vietnam. We will introduce CartCom to Ho Chi Minh City (HCMC) primarily, so I will focus on this city describing the behavior. Regarding promotion the people here favor all types of promotion, and from my point of view they are more innovative and unrestricted. Price promotions alone will not appeal strongly to the consumers in HCMC. In north this type of promotion is the most effective.
As a result the CartCom can be explored in many different ways in the south and not only be used to push sale and push information on low prices. The supermarkets can use CartCom to provide advertising using the supplier brands in other promotions like for example dinner tips and exclusiveness, quality and accessibility in stores.
One last finding worth discussing is that the people in HCMC and in the south are more early adapters than in the north. It is always important to think of the decision makers. We are in the b2b market and when selling to companies, in our case the supermarket chains, the decision makers will also here be the key to success. Who are making the decisions whether or not to start using CartCom? One thing is certain; if it is people from south that makes the decisions we are more likely to be approved. The supermarkets are in the b2c market and they make decisions on the basis of what they believe their customers will approve of. People in HCMC are innovative, early adapters and approving of new ideas concerning promotions. [7] I believe HCMC is a right choice because CartCom has a good chance of succeeding there and also because the people here fit the description of what kind of customers needed for the desirable response we wish to achieve.