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Most Vietnamese prefer Western brands 28 th July 2008                

A survey by global advertising agency Grey Group released Thursday revealed 77 percent of Vietnamese prefer Western brands. The study also revealed only 30 percent of Vietnamese consider work as a source of pleasure, but almost 90 percent of Vietnamese feel work life is balanced while the rest of Asia is “stressed out.”

“Eye on Asia” is an annual consumer study program that looks at the hopes and dreams of thousands of people in 16 countries across the Asia Pacific, including Vietnam.

The survey covered 24 key issues including: “Is the future likely to be better than the past?” “Is modern life becoming more stressful?” “How has the increasing gap between the rich and the poor impacted perceptions of the wealthy in society?” and “Do I enjoy work life balance?”

Grey Group said Eye on Asia has interviewed over 25,000 people since its launch three years ago. As an annual predictor of trends, Eye on Asia aims to understand what Asians want from life by exploring a wide range of topics including attitudes about work, family, finances, the environment and value systems.

The survey provides insights that Grey Group uses to help clients with advertising and brand-building campaigns. The quantitative survey has also been conducted in the US, UK, France and Germany for benchmark comparisons.

Established in Vietnam in 2005 in partnership with Viet Thai International, the 14 company behind Highlands Coffee, Grey Vietnam is a subsidiary of Grey Group Asia Pacific.

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