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Final Market Research Script

A survey of 300 Vietnamese people showed that interest in using the Tinder dating app was highest among those aged 26-30 at 52% and those aged 18-25 at 31%. Only 11% of those aged 31-40 and 6% over age 40 were interested. As such, the target market for marketing the Tinder app in Vietnam should focus on those aged 18-25 and 26-30, as they make up the bulk of the Vietnamese market and have high interest in using Tinder. A SWOT analysis found strengths in Tinder's leadership position and user-friendliness in Vietnam, but weaknesses in funds and gathering user information, as well as opportunities and threats from new apps and technology.

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200 views2 pages

Final Market Research Script

A survey of 300 Vietnamese people showed that interest in using the Tinder dating app was highest among those aged 26-30 at 52% and those aged 18-25 at 31%. Only 11% of those aged 31-40 and 6% over age 40 were interested. As such, the target market for marketing the Tinder app in Vietnam should focus on those aged 18-25 and 26-30, as they make up the bulk of the Vietnamese market and have high interest in using Tinder. A SWOT analysis found strengths in Tinder's leadership position and user-friendliness in Vietnam, but weaknesses in funds and gathering user information, as well as opportunities and threats from new apps and technology.

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Lương Thị Tâm
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© © All Rights Reserved
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Download as DOCX, PDF, TXT or read online on Scribd

II.

Market Research
1. Level of Taste
In recent years, particularly during this period of social distance, it appears that many young people have
opened up more and given themselves more opportunities to date, especially through dating app.

We conducted a survey among 300 people in Vietnam at four levels of age. We let them
experience the Tinder app for free for 1 month to see whether they are interested in dating
through an online dating app or not and what their feelings are when using Tinder. This survey
also helps us to decide which customer-segment we should concentrate on advertising our app
most.

According to our statistics, as you can see on the chart, the percentage of people interested in
Tinder, who are aged 26 to 30, led the way with 52%.

Following that, almost one-third of users interested in Tinder are Gen Z, who are between the ages of 18
and 25. This age group, in particular, accounts for 31% of all Tinder users.
The interest of users in the age group from 31 to 40 has a significant difference compared to the two
groups above, only 11%.
The proportion of users over 40 years old is the group with the fewest users interested in Tinder and the
number only stops at 6%.
Maybe people will wonder why in this survey there is no under 18 and the explanation for this is that
Tinder, like other dating apps, only permits users over the age of 18.

The Interest Of Vietnamese Tinder Users By Age


6%

11%
31%
Age 18-25
Age 26-30
Age 31-40
Age >40

52%

2. Target customer
The pandemic's limits and loneliness have encouraged young people to seek out ways to make new
relationships or perhaps find a partner to date. Recognize that young people are a massive potential
consumer base for dating applications. Furthermore, young people make up the bulk of the
Vietnamese market and their interest in Tinder is quite high. As a result, the target population that
our company intends to attract are 18-25 years old and 26-30 years old. We believe that Tinder has
great growth potential in Vietnam and will definitely reap high profits.

3. SWOT Analysis
Strengths: Tinder is a leading company in Viet Nam that provides a mobile application that allows users
to date and communicate. Aside from the application's development, there is a significant demand for
dating services among customers nowadays.
The diversification (đa dạng hóa) helps Tinder to reach a broader customer group and enhances the
position of the company in the market.
Its user-friendliness attracts many users and makes Tinder a very popular application.
Weaknesses: The lack of funds to expand research and develop new features for the application is one of
the main weaknesses of the company.
The firm also faces the issue of gathering information about users to assist them in making better
matches, but this may be difficult at times because users tend to protect their personal information.
Opportunities: Because of the diversity of services and goods, the firm may strengthen its position in
other services and markets. As a result, Tinder may expand its target market and become a firm that
works in several market segments.
Tinder has the potential to improve people's personal lives by facilitating contact and communication
between them. This achievement of the firm may help to the improvement of the company's public image
and brand equity.
Threats: The popularity of dating services and the emergence of new mobile applications threatens to the
position of Tinder because customers try and use new applications that challenge the competitive position
of Tinder in the market.
The innovation in technology may increase the risk of the development of new rivals and substitutes that
may replace or push Tinder out of the market.

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