{"id":26161,"date":"2026-10-20T16:25:07","date_gmt":"2026-10-20T09:25:07","guid":{"rendered":"https:\/\/b-company.jp\/?p=26161"},"modified":"2026-10-22T17:07:53","modified_gmt":"2026-10-22T10:07:53","slug":"making-better-market-entry-decisions-in-vietnam-when-should-companies-talk-directly-to-consumers","status":"publish","type":"post","link":"https:\/\/b-company.jp\/zh\/making-better-market-entry-decisions-in-vietnam-when-should-companies-talk-directly-to-consumers\/","title":{"rendered":"\u5728\u8d8a\u5357\u5236\u5b9a\u66f4\u597d\u7684\u5e02\u573a\u8fdb\u5165\u51b3\u7b56\uff1a\u4f01\u4e1a\u4f55\u65f6\u5e94\u76f4\u63a5\u4e0e\u6d88\u8d39\u8005\u6c9f\u901a\uff1f"},"content":{"rendered":"

\"B&Company-Vietnam<\/a><\/p>\n

<\/div>
<\/div><\/div><\/div>
<\/i><\/div>

B&Company is the first Japanese company specializing in market research and investment consulting in Vietnam since 2008.<\/em><\/p>\n

This article was originally written in English. To make our insights accessible to a wider audience, translated versions are provided using AI translation technology. For the latest updates or more detailed information, please also refer to the original English version.<\/em><\/p>\n

Although we strive to ensure the accuracy of the original information, please check separately for each information. Interpretations and future prospects are the personal opinions of each researcher. <\/p>\n<\/div>\n\t

\n\t\t
\n\t\t\t\n\t\t<\/div>\n\t<\/div>\n<\/em><\/p>\n

Abstract<\/strong><\/h3>\n

Vietnam remains an attractive market for foreign companies, supported by rising incomes, strong economic growth, and expanding trade and investment. However, market growth does not guarantee the success of individual products or services. Foreign companies must understand not only market demand but also the needs, preferences, and purchasing decisions of local consumers. This article examines when consumer interviews can complement conventional Vietnam market research, how direct feedback supports product development and market entry strategies, and the practical value of consumer insights.<\/p>\n

Vietnam\u2019s growth<\/strong> strengthens its appeal as a market-entry destination<\/strong><\/h3>\n

In July 2026, the World Bank Group reclassified Vietnam as an upper-middle-income country, reflecting decades of economic growth, rising incomes, and expanding trade and investment[1]<\/a>. Vietnam\u2019s GDP per capita increased from below USD 500 in 1986 to USD 5,066 in 2025 (current US$), while GDP grew by 8.02% in 2025, supported by manufacturing exports and recovering domestic demand.<\/p>\n

\"Vietnam<\/p>\n

Source: World Bank, World Development Indicators<\/a><\/p>\n

Japanese companies continue to show strong interest in this growth opportunity. According to JETRO\u2019s FY2025 survey, 67.5% of Japanese affiliated companies in Vietnam expected to record an operating profit in 2025, while 56.9% planned to expand their business over the following one to two years[2]<\/a>. NielsenIQ reported that 85% of surveyed Vietnamese consumers expressed support for the \u201cVocal for Local\u201d movement, highlighting the importance of familiarity, authenticity, and local relevance in purchasing decisions[3]<\/a>.<\/p>\n

These developments suggest that foreign companies cannot rely solely on macroeconomic growth or the reputation of products in their home markets. Understanding how Vietnamese consumers evaluate products, what influences their purchasing decisions, and which needs remain unmet is increasingly important for developing suitable market entry strategies.<\/p>\n

How <\/strong>c<\/strong>onsumer <\/strong>i<\/strong>nterviews <\/strong>help businesses understand<\/strong> the Vietnam<\/strong> market <\/strong><\/h3>\n

Market research typically begins with secondary information, including market size, industry trends, competitors, regulations, and distribution structures. Quantitative surveys can further assess consumer awareness, purchasing intentions, and preferences across different demographic groups. However, these methods may not fully explain the motivations behind consumer responses.<\/p>\n

Consumer interviews provide an opportunity to investigate these underlying factors. Qualitative research focuses on understanding why consumers behave in certain ways, allowing researchers to explore experiences, perceptions, and purchasing considerations through open-ended questions[4]<\/a>. Two commonly used methods are in-depth interviews (IDIs), which explore individual experiences through one-to-one discussions, and focus group discussions (FGDs), which allow participants to exchange opinions and respond to different perspectives.<\/p>\n

Depending on their business objectives and stage of market development, companies can use consumer interviews to:<\/p>\n

– Identify potential customers and unmet needs:<\/strong> Before market entry, interviews can explore existing purchasing habits, dissatisfaction with available products, and unmet expectations. These insights help businesses identify promising customer segments and assess whether their offerings address relevant local needs.<\/p>\n

– Evaluate product suitability and localization needs:<\/strong> During product development, interviews can examine consumer expectations regarding product features, taste, quality, packaging, and usability. This helps companies determine whether adjustments are necessary before introducing products to Vietnam.<\/p>\n

– Understand pricing and perceived value:<\/strong> Consumer feedback can reveal how buyers compare alternatives, evaluate product benefits, and perceive prices. These findings help companies develop pricing hypotheses and identify the benefits that justify a premium.<\/p>\n

– Improve product positioning and communication:<\/strong> Interviews can identify which product attributes consumers consider important and which messages they find convincing. This supports more targeted marketing communication and sales strategies.<\/p>\n

– Assess customer satisfaction and improvement opportunities:<\/strong> After market entry, interviews with existing customers can reveal product dissatisfaction, usage difficulties, and barriers to repeat purchases, helping businesses prioritize improvements.<\/p>\n

Business implications for foreign companies<\/strong><\/h3>\n

For foreign companies, consumer interviews should be designed around specific business questions rather than simply collecting opinions. As illustrated in the framework below, companies should begin with a broad research topic, review existing market information, and progressively narrow down the issues that require further investigation. This approach helps identify where direct consumer feedback is needed and ensures that interview findings can support practical business decisions.<\/p>\n

Research quality also depends on interview design. Questions should encourage consumers to describe actual experiences rather than only hypothetical preferences. Where necessary, findings should be compared with quantitative surveys, purchasing data, and market observations to determine whether identified needs are commercially significant.<\/p>\n

Companies collecting identifiable participant information must also consider Vietnam’s personal data protection requirements. Law No. 91\/2025\/QH15 took effect on January 1, 2026, making appropriate handling of consumer information an important part of research planning[5]<\/a>.<\/p>\n

From consumer insight to business decisions: B&Company cases<\/strong><\/h3>\n

B&Company’s product concept testing project for an automobile manufacturer illustrates how consumer interviews can support business decisions before launching a new product in Vietnam.<\/p>\n

An automobile manufacturer wanted to evaluate a new A-segment passenger-car concept in Vietnam before defining its launch strategy and target customers. The research objective was not simply to determine whether consumers liked the concept, but to understand their impressions, preferences, buying behavior, and decision-making criteria. B&Company worked with the client to develop concept materials and the interview structure. When COVID-19 prevented the originally planned offline discussions, the research design was adjusted, and consumer interviews were conducted through online video conferences. This required revisions to the research materials, interview procedures, and fieldwork coordination while maintaining the original research objectives[6]<\/a>.<\/p>\n

The research also identified key buying considerations including price, brand reputation, fuel efficiency, engine durability, and safety features. Consumer feedback also provided insights into perceptions of the new vehicle’s design, size, and equipment. Together with pricing analysis, these findings supported recommendations on product versions, price ranges, competitive selling points, and communication strategy.<\/p>\n

The results provided a stronger basis for product launch planning by helping the manufacturer understand local consumer expectations and identify potential improvements before market introduction. This reduced uncertainty in strategic decisions and supported a more targeted sales approach aligned with consumer needs. The case demonstrates how consumer feedback can be translated into practical business recommendations rather than simply collecting opinions.<\/p>\n

How B&Company can support<\/strong><\/h3>\n

B&Company has supported Japanese and international businesses in Vietnam since 2008, with offices in Hanoi and Ho Chi Minh City. With extensive market research experience across various industries and consumer segments, B&Company combines an understanding of Japanese business needs with local Vietnamese market knowledge to design consumer interviews tailored to each client’s objectives.<\/p>\n

B&Company provides support throughout the consumer interview process, from identifying and recruiting suitable respondents based on the client’s criteria to developing interview guides and conducting interviews. The team then analyzes the findings, prepares research reports, and provides practical recommendations on product localization, customer targeting, pricing, and market positioning. This approach helps foreign companies better understand Vietnamese consumers, reduce uncertainty in business decisions, and develop strategies that respond more effectively to local market needs.<\/p>\n

Read more<\/strong><\/h3>\n

Choosing the right Field Activity for your business goal<\/a><\/p><\/blockquote>\n