Vietnamese consumer purchasing behavior is shifting significantly in an increasingly diverse goods market, particularly for food products. While price was once a primary consideration, consumers now show greater interest in product origin, quality, and safety levels. This change highlights a growing demand for information control and health protection when selecting goods.

A survey by the Association of High-Quality Vietnamese Goods Businesses, conducted from 9/2025 to 1/2026, involved 21,952 consumers and 4,080 retail points nationwide. The results indicate that quality and safety criteria are now dominant.

Consumers learn about Nam Ngu fish sauce products. *Photo: Masan*

The survey also revealed that purchasing based on personal trust and recommendations from relatives now influences decisions more than mass advertising. Consumers typically research information online, compare prices, then decide to buy from the most convenient location.

Thu Thao (36, TP HCM) stated that instead of focusing solely on price, she prioritizes quality products with clear origins, transparent ingredients, and visible production locations. She often researches information online thoroughly before making a purchase to ensure the product's safety for her family.

This reality creates new demands for businesses to provide transparent and easily verifiable information. Amid rapid digital transformation, many companies are applying technology to help consumers conveniently look up product details. The QR code (quick response code) is a common tool: a two-dimensional barcode that can store data and be scanned by smartphones. Scanning the code allows users to access information such as product origin, ingredients, or production lot.

Recognizing this trend, Nam Ngu applied QR code technology to each product from mid-2025. This acts as an "identity card" with full specifications. The QR code on each Nam Ngu fish sauce bottle contains data such as product description, expiry date, lot number, and production date, accurate to the minute, mirroring information embossed on the bottle neck.

According to a Nam Ngu brand representative, applying QR code technology demonstrates Nam Ngu's progress in enhancing information transparency, protecting consumers, and gradually digitizing the shopping experience. Customers simply find the QR code on the back of the Nam Ngu fish sauce bottle, scan it with a camera on iOS or with Zalo on Android, and view detailed product information.

Nam Ngu fish sauce products displayed for consumers. *Photo: Masan*

QR code technology also features multi-layered security mechanisms, making it impossible to self-generate or copy. This allows consumers to verify genuine products independently, regardless of where they purchase, enabling confident buying decisions without concerns about authenticity.

A Nam Ngu representative stated that the application of QR codes reflects a philosophy of consumer service, placing customers at the center to protect their health, rights, and shopping experience.

When scanning a Nam Ngu QR code, consumers can receive additional exclusive benefits from Masan Group, such as: membership points, special offers, and shopping vouchers. Consumers also have the chance to participate in a scan-to-win program for a pair of travel tickets to Phu Quoc Island, experiencing a tour of the large-scale Nam Ngu Phu Quoc fermentation facility with nearly 500 fermentation vats.

Hoang Dan