vietnamese female craves for lessons
TRANSCRIPT
Your sub-title here
Vietnamese female preference for lessons
English for the job, beauty care and exercise for improve themselves
Background
• Lessons for children has been a trend in Vietnam.• Early education to be successful in the future.• Investing to children has become common.• Several genres from Academic schools such as English
and Mathematics to sports, music, and more.
What about adults?
Survey Information
• Survey about schools and lessons for adults• Sample size: 400 • Respondent criteria: Female (excluding
students), 23 - 39 years old • Area: Vietnam• Conducted time: May 16, 17 2016
Females that are currently (or interested in) taking lessons
• The amount of people that are actually taking lessons is pretty high.• Overall, they show a positive attitude for taking lessons as adults.
Q. Please choose what is applicable to you as to your private lessons? (N=400)
Taking Not taking but interested Not taking and not interested
31%
47%
22%
Their household income and interest
29%
48%
23%
∼7,500,000VND (123)
TakingNot taking but InterestedNot taking and not interested
• Females with the high household income are more likely to take, or be interested in to, lessons.
Q. Please choose what is applicable to you as to your private lessons? (N=339)
20%
48%
32%
7,500,001 15,000,000VND(108)∼
44%
44%
12%
15,000,000 VND (108) ∼
What they are currently (interested in) taking
• Taking: related to work (English and Finance) come toward top.• Interested: related to their appearance (cooking, Yoga, Fashion/Makeup) come
toward top next to English
Q. What kind of lessons do you (or are you willing to) receive? (Please choose all applicable) (N=339)
English/La
nguage
Sports
gym
Finance
/Acco
unting
Fashion/M
akeup
Cooking
Exerci
seYoga
Music/Si
nging
Technology/I
T skills
Martial a
rts
Massage/A
romatherapy
Dance/B
allet
Business
Management
Art/Painting
Others
I don't k
noe
51%
19% 18%16% 15%
11% 10%6% 5% 5% 5% 4% 4% 2% 4%
1%
48%
22%
11%
24%
32%
16%
30%
9%5% 5% 7%
11% 10%
3% 1% 2%
Taking Interested
What they are currently (interested in) takingFor those who are currently taking lessons
• Health and beauty• High income people
Q. What kind of lessons do you (or are you willing to) receive? (Please choose all applicable) (N=339)
• Related to the jobLow income people
55%
23%
16%
11%9%
7% 7%5% 5%
2% 2% 2% 2%0%
7%
47%
16%13%
19%
2%
13%
5%
29%
3%7%
16%
7% 8%
2% 0%
∼10,000,000 VND 10,000,000 VND∼
What they are currently (interested in) takingFor those who are interested in taking lessons
• Interest is concentrated in lessons related to health and beauty next to English.• People actually tend to take lessons related to work.
Q. What kind of lessons do you (or are you willing to) receive? (Please choose all applicable) (N=339)
English/other la
nguages
Cooking
Yoga
Fashion/ M
akeup
Sports
gym
Exerci
se
Music/ S
inging
Business
management
Math, tech
nology/IT sk
ills
Massage/ A
romatherapy
Dance/balle
t
Martial a
rts
Finance
/ Acco
unting
Art / P
ainting
I do not d
o anything
Others
34%30%
24%20%
17%12% 11% 9% 8% 7% 6% 6% 6% 3% 2% 1%
63%
33%
43%
30% 28%
19%
8%13%
3%9%
18%
8%
15%
5%2% 0%
∼10,000,000 VND 10,000,000 VND∼
What they are currently (interested in) takingWith the different ages
English/other la
nguages
Cooking
Yoga
Fashion/ M
akeup
Sports
gym
Exerci
se
Music/ S
inging
Business
management
Dance/balle
t
Math, tech
nology/IT sk
ills
Martial a
rts
Finance
/ Acco
unting
Massage/ A
romatherapy
Art / P
ainting
I do not d
o anything
Others
48%
32% 31%26%
22%
13% 12% 12% 10% 7% 7% 7% 7%3%
0% 0%
44%
30%34%
22% 20% 19%
6%9%
13%
3% 5%
13%8%
5% 5%2%
23 - 29 30 - 39
• Similar preference• More difference is generated in Income level and “taking” and
“just interested”
Q. What kind of lessons do you (or are you willing to) receive? (Please choose all applicable) (N=339)
The reasons for them to take lessons
• Taking: For their job promotions or job hunting.• Interested: For their health and beauty.
40% 38%
29%
18%14% 14%
4% 2%
40%
46%
32%
24% 25%
7%3% 4%
Taking Interested
Q: Please tell us why you started (or are interested in) taking lessons? (N=264)
The reasons why people are not interested in taking lessons
• 23 – 29 years old: Busy with work • 30 – 39 years old: Busy with family and children
Others
Reluctant to socialize
Have taken lessons before and did not like it
Reluctant to start learning new things
Unable to find the class near my area
Not confidence in keep attending to lessons
Too busy with family / children
Prefer to study/ practice on your own
High tuition fees
Do not see the reasons to take lessons
Too busy with the work
9%
4%
4%
4%
13%
13%
48%
4%
9%
13%
35%
15%
2%
7%
7%
9%
9%
11%
11%
13%
17%
26%
23 - 29 30 - 39
= lack of the time
Q: Why are you not interested in taking lessons? (N=134)
Tuition fees
• A gap between the tuition people are actually paying (reality) and people that are interested is willing to pay (ideal).
Less than 100,000VND
100,001 ~ 200,000VND
200,001 ~ 300,000VND
300,001 ~ 400,000VND
400,001 ~ 500,000VND
500,001 ~ 600,000VND
600,001VND or more
I do not know
11%
18%
7%9%
12%
5%
38%
1%
Taking Interested
Q: How much do you (are you willing to) pay for the sessions monthly? (N=264)
Avg. of Taking: 411,700 VNDAvg. of interested: 268,750 VND
Information
• Friends, Facebook, and Web are the common ways to get information from.• Once someone starts taking lessons, it is more likely to get her friends to
take it together
Friends/
colle
agues
Face
bookWeb
Online news
Passed by t
he insti
tutionFa
mily
TV program
NewspaperTVCF
YouTubeFly
er
Magazine
RadioOthers
48%
26% 26%
18% 18%15% 14%
12% 11% 11%8% 8%
4% 2%
Q: In what way, did you know about the institutions or lessons you are taking (or interested in taking)? (N=264)
Comparison of the different income level
Low Income (~10,000,000 VND)(n=153)
High Income (10,000,001~ VND)(n=135)
StatusTaking: 25%Not taking, interested: 48%Not taking, not interested: 27%
Taking: 44%Not taking, interested: 44%Not taking, not interested: 12%
Lessons they currently (interested in) take
1. English: 41%2. Cooking: 23%3. Fashion/makeup: 19%
English: 55%Sports gym: 29%Yoga: 29%
Tuitions/ mon They currently (willing to) pay
Average: 256,700 VND Average: 396,750 VND
Reasons to take lessons
For a better job/promotions To maintain my health/beauty
Reasonsnot to take lessons
Too busy with the family/childrenToo busy with the workHigh tuition fees
Too busy with the family/childrenToo busy with the work
Comparison of “taking” and “interested”
Taking(n=106)
Interested(n=158)
Lessons they currently (interested in) take
1. English: 50%2. Sports gym: 19%3. Finance/Accounting: 18%
English: 46%Yoga: 32%Cooking: 31%
Tuitions/ mon They currently (willing to) pay
Average: 411,700 VND Average: 268,750 VND
Reasons to take lessons
For a better jobTo maintain my health/beauty
To maintain my health/beauty
Household income/ monAverage: 17,457,250 VND Average: 12,215,500 VND
Executive summary
• Overall, about 30% is “taking lessons,” 47% is “not taking but interested,” and 22% are “not taking and not interested.”
• The most popular lessons (both in “taking” and “interested”) is English (50%)
• The purpose of taking lessons is different between high and low income people.
• The main reason for people not to be interested in taking lessons is the lack of time.
• There is a gap between the reality and ideal regarding the tuition fee.
Conclusion – the feature of adult lessons in Vietnam -
• The more household income they receive, the more positive attitude towards taking lessons.
• Their purpose of taking lessons are clear.• For the job promotion, getting the better job• To maintain their health and beauty
• They take lessons to polish themselves in terms of the job skills and the appearance rather than taking them as a hobby.
• It is more likely to take lessons if it is needed for the job.• Late, short classes, and programs with the children would be
more attractive to them.
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