Advertising, Brand Image, and Brand Choice in a Niche Market in Vietnam

Abstract

Intercept interviews of 200 middle class residents of Ho Chi Minn City examined consumer perceptions about brand of engine lubricants, which are still largely a consumer product in Vietnam (i.e., consumers buy it and put it in their motorcycle or car engines themselves). A wide range of foreign brands are available, and middle class consumers prefer them, reasoning that a reputable brand better protects their investment in their motorcycles and cars. Results showed a strong correlation between knowledge of the brand from TV, radio, and print, and perceived knowledge about the brand. Furthermore, the advertising and perceived knowledge correlated strongly with perception of brand image on various attributes and on ‘overall brand image’. The strong correlation also extended to ‘mean purchase frequency’.