Make adjusting entries before closing the accounting books to calculate business results.
Close the books at the end of the period, calculate business results, prepare periodic financial reports and propose effective business and investment plans.
2.2. Accounting for revenue and other income

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Account Used: Account 632: Cost of Goods Sold Debit: -
Mobile Phone Usage in Hanoi Inner City Area
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- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in people's daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone company's network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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Research on tourism satellite account statistics in Vietnam - 2 -
Japan's Current Account Balance November -
Ledger Account 154 Truong Giang Fine Arts Bamboo Joint Stock Company
Accounting for sales revenue and service provision
2.2.1.1. Concept

Sales and service revenue is an important indicator in the financial statements of an enterprise because it reflects both the scale of the business and the ability to generate cash flow, thereby determining the business's profit to demonstrate the company's operating efficiency. In other words, revenue is the total economic value that the enterprise has or will collect to offset business costs and generate profits.
2.2.1.2. Conditions and principles of recognition
a. Conditions of recognition
Sales revenue is recognized when all five of the following conditions are satisfied:
The enterprise has transferred the significant risks and rewards of ownership of the products or goods to the buyer.
The enterprise no longer holds the right to manage the goods as the owner or the right to control the goods.
Revenue is determined relatively reliably.
The enterprise has received or will receive economic benefits from the sales transaction.
Identify the costs associated with sales transactions.
Unlike the manufacturing industry, the products of the service industry do not have a physical form, and the quality of the service products is assessed by the senses or actual products of customers. Therefore, the conditions for recognizing service revenue are different from sales revenue. Specifically, with the following conditions:
Revenue is determined relatively reliably.
It is possible to obtain economic benefits from the transaction of providing that service.
Identify the portion of work completed at the time of reporting.
Determine the cost of the transaction and the cost to complete the transaction to provide that service.
b. Principle of recognition
Accrual basis: Revenue must be recorded at the time it arises, regardless of whether the money has been collected or not.
Matching: When recording revenue, a matching expense (expense related to revenue) must be recorded.
Caution: Revenue and income are only recognized when there is solid evidence of the possibility of obtaining economic benefits.
2.2.1.3. Documents used
Contracts, value added tax invoices, sales invoices.
List of sold consignment goods
Payment documents: Receipt, bank credit note.
2.2.1.4. User account
Account 511 - Sales revenue and service provision Debit:
Indirect taxes payable (VAT, special consumption tax, export tax, environmental protection tax).
Revenue from returned goods; Sales discounts and trade discounts carried forward at the end of the period.
Transfer net revenue to Account 911 "Determining business results".
Creditor:
Revenue from sales of products, goods, investment real estate and provision of services of the enterprise during the accounting period.
Account 511 has no end date, including 6 sub-accounts:
Account 5111: Revenue from sales of goods
Account 5112: Revenue from sales of finished products
Account 5113: Service revenue
Account 5114: Subsidy and subsidy revenue
Account 5117: Revenue from investment real estate business
Account 5118: Other revenue
2.2.1.5. Accounting for arising transactions
For products, goods, services, investment real estate subject to VAT, special consumption tax, export tax, environmental protection tax, accounting reflects sales revenue and service provision at pre-tax selling price, indirect taxes payable (details of each type of tax) are separated immediately upon recording revenue (including VAT payable by direct method), record:
Debit account 111, 112,131,… (Total payment amount)
Credit account 511 - Sales revenue and service provision (price excluding tax) Credit account 333 - Taxes and amounts payable to the State
In case the taxes payable cannot be separated immediately, the accountant records revenue including the taxes payable. Periodically, the accountant determines the tax payable and reduces the revenue, recording:
Debit account 511 – Sales revenue and service provision
Credit account 333 – Taxes and taxes payable to the State

Accounting for revenue deductions
2.2.2.1. Trade discount content
“Trade discount is the amount of money a business reduces the listed price for customers who buy in large quantities” (Financial Accounting, 2015, Labor Publishing House).
2.2.2.2. Contents of returned goods
“Returned goods are the value of products and goods returned by customers due to the following reasons: Violation of commitments, violation of economic contracts, poor quality goods, loss of quality, incorrect type or specification” (Financial Accounting, 2015, Labor Publishing House).
2.2.2.3. Sales discount content
“Sales discount is a deduction for buyers due to poor quality products or goods or goods that do not meet the specifications specified in the economic contract” (Financial Accounting, 2015, Labor Publishing House).
2.2.2.4. Documents used:
Sales invoice with document on the company's trade discount policy.
Minutes of price reduction proposal.
Invoice for returning purchased goods with return agreement, warehouse receipt for returned goods.
2.2.2.5. User account
Account 521 – Revenue deductions Debit:
Amount of trade discount accepted for payment to customers.
Amount of sales discounts approved for buyers.
Revenue from returned goods, refunds to buyers or deductions from customer receivables for products and goods sold.
Creditor:
At the end of the accounting period, transfer all trade discounts, sales discounts, and sales returns to Account 511 "Sales and service revenue" to determine net revenue of the reporting period.
Account 521 – Revenue deductions has no ending balance, has 3 sub-accounts:
Account 5211 – Trade discounts
Account 5212 – Returned goods
Account 5213 – Sales discounts
Account 521 has no ending balance.
2.2.2.6. Transactions arising
In case the products and goods sold at a discount, trade discount and payment to the buyer for the amount of returned goods are subject to VAT calculated by the deduction method and the enterprise pays VAT calculated by the deduction method, record:
Debit account 521 – Revenue deductions
Debit account 3331 - VAT payable (output VAT is reduced) Credit account 111, 112, 131,..
In case of returned goods, accountants must record an additional entry into the inventory of returned products and goods, reflecting the cost of returned goods:
Debit account 154, 155, 156
Have account 632
At the end of the accounting period, transfer the total revenue deductions arising during the period to Account 511 - "Sales and service revenue".
Account 111, 131
Trade receivables, sales returns, discounts
sales revenue
Account 521
Transfer of revenue reduction
Account 511
Account 3331
VAT refund to customers
Diagram 2.1: Accounting diagram for revenue deductions

Financial Revenue Accounting
2.2.3.1. Financial revenue content
Financial revenue is the receivables of the enterprise including: interest (loan interest, bank deposit interest, bond investment interest, discount)
payments received from the purchase of goods, services, etc.), royalties, dividends, profit sharing and other financial operating revenue.
2.2.3.2. Documents used
Bank deposit notice, bank sub-ledger.
Economic contract, receipt for payment discount received if payment is made in cash, other relevant documents.
2.2.3.3. User account
Account 515 – Financial activity revenue Debit:
VAT payable calculated by direct method (if any).
Transfer net financial revenue to Account 911 - "Determination of business results".
Creditor:
Operating revenues arising during the period. Account 515 has no ending balance.
2.2.3.4. Transactions arising
Accounting for interest on bank deposits, loan interest, stock interest, and bonds received during the period:
Debit account 111,112 – Interest received Credit account 515 – Financial revenue
Accounting for foreign currency sales, record:
Debit account 111 (1111), 112 (1121) – Actual selling exchange rate
Credit account 111 (1112), 112 (1122) – Exchange rate on accounting books Credit account 515 – Interest earned due to exchange rate difference
The amount of payment discount received for paying for the purchase before the deadline approved by the seller, recorded:
Debit account 331 – Payable to sellers Credit account 515 – Financial revenue
Account 3331
VAT according to
Account 515
Account 331, 111
direct method
Payment discount
purchase enjoy
Account 112
Bank deposit interest
Account 1112, 1122
Account 1111, 1121
Account 911 Foreign currency sales
Foreign exchange profit
Transfer of businessAccount 3387
Financial revenue Allocation of interest on sales on credit
Account 4131
Year-end, carryover
exchange rate gain on revaluation of long-term debt
Diagram 2.2: Financial Revenue Accounting Diagram

Other income accounting
2.2.4.1. Other income content
Other income is income other than the production and business activities of the enterprise or irregular activities: income from the sale and liquidation of assets, differences due to revaluation of materials, goods, fixed assets contributed as capital, fines collected from customers violating contracts, refundable taxes, etc.
2.2.4.2. Documents used
Contract for sale and liquidation of fixed assets
Receipts, tax refund documents, VAT declarations
2.2.4.3. Account used Account 711 – Other income Debit side:
VAT payable (if any) calculated by direct method
At the end of the period, transfer other income arising during the period to Account 911 "Determining business results".
Side has :
Other income arising during the period.
Account 711 has no ending balance.
2.2.4.4. Transactions arising
Accounting reflects revenue from liquidation and sale of fixed assets: Debit account 111, 112, 131 - Total payment
Credit account 711 – Income before tax
Credit account 3331 (33311) – VAT payable (if any)
When collecting fines from customers due to economic contract violations or collecting bad debts that have been settled, record:
Debit account 111,112 – Customer fines Credit account 711 – Other income
Account 3331
Account 711
Account 111, 112, 131
VAT payable
pay by direct method
Sale and liquidation of fixed assets
Account 3331
Account 911
Other income transfer
VAT
(if any)
Account 111, 112
Collect compensation, collect other fines
Account 331, 338
Clear away bad debts
identify creditors
Account 333
Taxes are reduced
in the year
Diagram 2.3: Diagram of accounting for Other income


![Mobile Phone Usage in Hanoi Inner City Area
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- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in peoples daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone companys network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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