𝑌 𝑡 = 𝛽 1 + 𝛽 2 𝑋 2𝑡 +. . +𝛽 𝑘 𝑋 𝑘𝑡 + 𝑢 𝑡 (1)
In which the explanatory variables can include lagged variables of other explanatory variables or lagged variables of the dependent variable.
When model (1) has autocorrelation, it means that the random errors u at different times are correlated with each other and can then be represented as follows:
First-order autocorrelation
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Impact of macroeconomic factors on VN-Index stock price index - 11 -
Mobile Phone Usage in Hanoi Inner City Area
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zt2a3gsconsumer,consumption,consumer behavior,marketing,mobile marketing
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zc2o3n4t5e6n7ts
- 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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Application for Determining Reference Price of Shares and Valuation of Stock Purchase Rights (or Warrant Purchase Premium) in Case of Issuing Additional Shares -
Provincial Competitiveness Index Ranking Analysis -
Identify Rating Levels and Rating Scales
zt2i3t4l5ee
zt2a3gstourism,quan lan,quang ninh,ecology,ecotourism,minh chau,van don,geography,geographical basis,tourism development,science
zt2a3ge
zc2o3n4t5e6n7ts
of the islanders. Therefore, this indicator will be divided into two sub-indicators:
a1. Natural tourism attractiveness a2. Cultural tourism attractiveness
b. Tourist capacity
The two island communes in Quan Lan have different capacities to receive tourists. Minh Chau Commune is home to many standard hotels and resorts, attracting high-income domestic and international tourists. Meanwhile, Quan Lan Commune has many motels mainly built and operated by local people, so the scale and quality are not high, and will be suitable for ordinary tourists such as students.
c. Time of exploitation of Quan Lan Island Commune:
Quan Lan tourism is seasonal due to weather and climate conditions and festivals only take place on certain days of the year, specifically in spring. In Quan Lan commune, the period from April to June and from September to November is considered the best time to visit Quan Lan because the cultural tourism activities are mainly associated with festivals taking place during this time.
Minh Chau island commune:
Tourism exploitation time is all year round, because this is a place with a number of tourist attractions with diverse ecosystems such as Bai Tu Long National Park Research Center, Tram forest, Turtle Laying Beach, so besides coming to the beach for tourism and vacation in the summer, Minh Chau will attract research groups to come for tourism combined with research at other times of the year.
d. Sustainability
The sustainability of ecotourism sites in Quan Lan and Minh Chau communes depends on the sensitivity of the ecosystems to climate changes.
landscape. In general, these tourist destinations have a fairly high level of sustainability, because they are natural ecosystems, planned and protected. However, if a large number of tourists gather at certain times, it can exceed the carrying capacity and affect the sustainability of the environment (polluted beaches, damaged trees, animals moving away from their habitats, etc.), then the sustainability of the above ecosystems (natural ecosystems, human ecosystems) will also be affected and become less sustainable.
e. Location and accessibility
Both island communes have ports to take tourists to visit from Van Don wharf:
- Quan Lan – Van Don traffic route:
Phuc Thinh – Viet Anh high-speed boat and Quang Minh high-speed boat, depart at 8am and 2pm from Van Don to Quan Lan, and at 7am and 1pm from Quan Lan to Van Don. There are also wooden boats departing at 7am and 1pm.
- Van Don - Minh Chau traffic route:
Chung Huong high-speed train, Minh Chau train, morning 7:30 and afternoon 13:30 from Van Don to Minh Chau, morning 6:30 and afternoon 13:00 from Minh Chau to Van Don.
f. Infrastructure
Despite receiving investment attention, the issue of infrastructure and technical facilities for tourism on Quan Lan Island is still an issue that needs to be resolved because it has a direct impact on the implementation of ecotourism activities. The minimum conditions for serving tourists such as accommodation, electricity, water, communication, especially medical services, and security work need to be given top priority. Ecotourism spots in Minh Chau commune are assessed to have better infrastructure and technical facilities for tourism because there are quite complete and synchronous conditions for serving tourists, meeting many needs of domestic and foreign tourists.
3.2.1.4. Determine assessment levels and assessment scales
Corresponding to the levels of each criterion, the index is the score of those levels in the order of 4, 3, 2, 1 decreasing according to the standard of each level: very attractive (4), attractive (3), average (2), less attractive (1).
3.2.1.5. Determining the coefficients of the criteria
For the assessment of DLST in the two communes of Quan Lan and Minh Chau islands, the students added evaluation coefficients to show the importance of the criteria and indicators as follows:
Coefficient 3 with criteria: Attractiveness, Exploitation time. These are the 2 most important criteria for attracting tourists to tourism in general and eco-tourism in particular, so they have the highest coefficient.
Coefficient 2 with criteria: Capacity, Infrastructure, Location and accessibility . Because the assessment area is an island commune of Van Don district, the above criteria are selected by the author with appropriate coefficients at the average level.
Coefficient 1 with criteria: Sustainability. Quan Lan has natural and human-made ecotourism sites, with high biodiversity and little impact from local human factors. Most of the ecotourism sites are still wild, so they are highly sustainable.
3.2.1.6. Results of DLST assessment on Quan Lan island
a. Assessment of the potential for natural tourism development
For Minh Chau commune:
+ Natural tourism attractiveness is determined to be very attractive (4 points) and the most important coefficient (coefficient 3), so the score of the Attractiveness criterion is 4 x 3 = 12.
+ Capacity is determined as average (2 points) and the coefficient is quite important (coefficient 2), then the score of Capacity criterion is 2 x 2 = 4.
+ Exploitation time is long (4 points), the most important coefficient (coefficient 3) so the score of the Exploitation time criterion is 4 x 3 = 12.
+ Sustainability is determined as sustainable (4 points), the important coefficient is the average coefficient (coefficient 1), so the score of the Sustainability criterion is 4 x 1 = 4 points
+ Location and accessibility are determined to be quite favorable (2 points), the coefficient is quite important (coefficient 2), the criterion score is 2 x 2 = 4 points.
+ Infrastructure is assessed as good (3 points), the coefficient is quite important (coefficient 2), then the score of the Infrastructure criterion is 3 x 2 = 6 points.
The total score for evaluating DLST in Minh Chau commune according to 6 evaluation criteria is determined as: 12 + 4 + 12 + 4 + 4 + 6 = 42 points
Similar assessment for Quan Lan commune, we have the following table:
Table 3.3: Assessment of the potential for natural ecotourism development in Quan Lan and Minh Chau communes
Attractiveness of self-tourismof course
Capacity
Mining time
Sustainability
Location and accessibility
Infrastructure
Result
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
CommuneMinh Chau
12
12
4
8
12
12
4
4
4
8
6
8
42/52
Quan CommuneLan
6
12
6
8
9
12
4
4
4
8
4
8
33/52
b. Assessment of the potential for humanistic tourism development
For Quan Lan commune:
+ The attractiveness of human tourism is determined to be very attractive (4 points) and the most important coefficient (coefficient 3), so the score of the Attractiveness criterion is 4 x 3 = 12.
+ Capacity is determined to be large (3 points) and the coefficient is quite important (coefficient 2), then the score of the Capacity criterion is 3 x 2 = 6.
+ Mining time is average (3 points), the most important coefficient (coefficient 3) so the score of the Mining time criterion is 3 x 3 = 9.
+ Sustainability is determined as sustainable (4 points), the important coefficient is the average coefficient (coefficient 1), so the score of the Sustainability criterion is 4 x 1 = 4 points.
+ Location and accessibility are determined to be quite favorable (2 points), the coefficient is quite important (coefficient 2), the criterion score is 2 x 2 = 4 points.
+ Infrastructure is rated as average (2 points), the coefficient is quite important (coefficient 2), then the score of the Infrastructure criterion is 2 x 2 = 4 points.
The total score for evaluating DLST in Quan Lan commune according to 6 evaluation criteria is determined as: 12 + 6 + 6 + 4 + 4 + 4 = 36 points.
Similar assessment with Minh Chau commune we have the following table:
Table 3.4: Assessment of the potential for developing humanistic eco-tourism in Quan Lan and Minh Chau communes
Attractiveness of human tourismliterature
Capacity
Mining time
Sustainability
Location and accessibility
Infrastructure
Result
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Quan CommuneLan
12
12
6
8
9
12
4
4
4
8
4
8
39/52
Minh CommuneChau
6
12
4
8
12
12
4
4
4
8
6
8
36/52
Basically, both Minh Chau and Quan Lan localities have quite favorable conditions for developing ecotourism. However, Quan Lan commune has more advantages to develop ecotourism in a humanistic direction, because this is an area with many famous historical relics such as Quan Lan Communal House, Quan Lan Pagoda, Temple worshiping the hero Tran Khanh Du, ... along with local festivals held annually such as the wind praying ceremony (March 15), Quan Lan festival (June 10-19); due to its location near the port and long exploitation time, the beaches in Quan Lan commune (especially Quan Lan beach) are no longer hygienic and clean to ensure the needs of tourists coming to relax and swim; this is also an area with many beautiful landscapes such as Got Beo wind pass, Ong Phong head, Voi Voi cave, but the ability to access these places is still very limited (dirt hill road, lots of gravel and rocks), especially during rainy and windy times; In addition, other natural resources such as mangrove forests and sea worms have not been really exploited for tourism purposes and ecotourism development. On the contrary, Minh Chau commune has more advantages in developing ecotourism in the direction of natural tourism, this is an area with diverse ecosystems such as at Rua De Beach, Bai Tu Long National Park Conservation Center...; Minh Chau beach is highly appreciated for its natural beauty and cleanliness, ranked in the top ten most beautiful beaches in Vietnam; Minh Chau commune is also home to Tram forest with a large area and a purity of up to 90%, suitable for building bridges through the forest (a very effective type of natural ecotourism currently applied by many countries) for tourists to sightsee, as well as for the purpose of studying and researching.
Figure 3.1: Thenmala Forest Bridge (India) Source: https://www.thenmalaecotourism.com/(August 21, 2019)
3.2.2. Using SWOT matrix to evaluate Quan Lan island tourism
General assessment of current tourism activities of Quan Lan island is shown through the following SWOT matrix:
Table 3.5: SWOT matrix evaluating tourism activities on Quan Lan island
Internal agent
Strengths- There is a lot of potential for tourism development, especially natural ecotourism and humanistic ecotourism.- The unskilled labor force is relatively abundant.- resource environmentunpolluted, still
Weaknesses- Poorly developed infrastructure, especially traffic routes to tourist destinations on the island.- The team of professional staff is still weak.- Tourism products in general
quite wild, originalintact
general and DLST in particularalone is monotonous.
External agents
Opportunity- Tourism is a key industry in the socio-economic development strategy of the province and Van Don economic zone.- Quan Lan was selected as a pilot area for eco-tourism development within the framework of the green growth project between Quang Ninh province and the Japanese organization JICA.- The flow of tourists and especially ecotourism in the world tends toincreasing
Challenge- Weather and climate change abnormally.- Competition in tourism products is increasingly fierce, especially with other localities in the province such as Ha Long, Mong Cai...- Awareness of tourists, especially domestic tourists, about ecotourism and nature conservation is not high.
Through summary analysis using SWOT matrix we see that:
To exploit strengths and take advantage of opportunities, it is necessary to:
- Diversify products and service types (build more tourism routes aimed at specific needs of tourists: experiential tourism immersed in nature, spiritual cultural tourism...)
- Effective exploitation of resources and differentiated products (natural resources and human resources)
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The random error 𝑢 𝑡 is said to have first-order autocorrelation if it can be expressed as: 𝑢 𝑡 = 𝜌 1 𝑢 𝑡−1 + 𝜀 𝑡 (2)

Where 𝜀 𝑡 is white noise.
When 𝜌 1 < 0 : the model has negative first-order autocorrelation. When 𝜌 1 > 0 : the model has positive first-order autocorrelation. When 𝜌 1 = 0 : the model has no autocorrelation
p-order autocorrelation
form:
The random error 𝑢 𝑡 is called autocorrelated of order p if it can be written as
𝑢 𝑡 = 𝜌 1 𝑢 𝑡−1 +. . +𝜌 𝑝 𝑢 𝑡−𝑝 + 𝜀 𝑡
CHAPTER 4: RESEARCH RESULTS
4.1. Descriptive statistical analysis
4.2.1. Analysis of fluctuations in VN-Index stock price index
1200.00
1000.00
800.00
Point
600.00
400.00
200.00
0.00
VNI
Chart 4.1. Development of VN-Index in the period 2006 - 2015
2006m1
2006m5
2006m9
2007m1
2007m5
2007m9
2008m1
2008m5
2008m9
2009m1
2009m5
2009m9
2010m1
2010m5
2010m9
2011m1
2011m5
2011m9
2012m1
2012m5
2012m9
2013m1
2013m5
2013m9
2014m1
2014m5
2014m9
2015m1
2015m5
2015m9
Source: Ho Chi Minh City Stock Exchange
Stock market developments from 2006 to 2015:
The year 2006 is considered as the starting point for impressive developments of the market.
stock market. The VN-Index jumped from 305 points at the end of 2005 to
751 points at the end of 2006, in this year VN-Index also confirmed a new record at the milestone
809.86 points and for the whole year , this index has an average growth rate of 140%. Before.
With the developments of the VN-Index, the number of listed companies also increased sharply. By December 31, 2006, there were 106 companies listed at the Ho Chi Minh City Stock Exchange, an increase of 74 companies compared to the previous year.
end of 2005. To achieve these developments , we must also consider the impact of the macro economy, GDP in 2006 increased by 8.23 %, industrial production value increased by 17 % compared to 2005. Besides, 2006 also had outstanding events such as Vietnam being admitted as the 150th member of the World Trade Organization WTO as well as the successful organization of the APEC Summit. Both of these events have and continue to create a good impression on foreign investors and that is a signal for the waves of direct and indirect investment that promise to flow into Vietnam .
On January 1, 2007, the Securities Law took effect, contributing to promoting market development and enhancing the ability to integrate into the international financial market. The publicity and transparency of listed organizations were enhanced, making investors more secure. The VN-Index increased to a new record of 1,170.67 points, which is also the highest point of the VN-Index to date . However, the market then continuously fluctuated strongly and the stock price index fell to 905.53 points in April 2007 and then rose back to 1,113.19 points in May . Despite many price fluctuations , overall the year the VN-Index increased by 23% compared to the beginning of the year . It can be said that the big fluctuations in 2007 were due to the hot growth of the economy (GDP increased by 8.48%, consumer price index increased by 12.63 %), besides the Government 's use of monetary policy to adjust the market by using VND to buy back USD , then increasing interest rates, reducing money supply in circulation , which affected the stock market.
In 2008, the stock markets of countries around the world received a cold shower from the global economic crisis, and Vietnam was no exception . Record inflation combined with a large trade deficit led to an imbalance in macro-finance, forcing the Government to tighten monetary policy , the State Bank to withdraw money from circulation , forcing commercial banks to raise deposit interest rates , and businesses to reduce production scale... which significantly affected investor sentiment as well as the performance of the stock market . The VN-Index opened the 2008 trading session with 921.07 points and ended the year 2008 with 315.62 points. During the year , there were times when the index fell to 286.85 points (December 10, 2008).
Entering 2009 with the hope of a recovery of the stock market, although right from the first sessions of the year , an unexpected record for investors was the decrease of VN-Index .
down to the bottom of 235.5 points (February 24). However, the Vietnamese Government has implemented stimulus measures through policies of interest rate support, tax exemption, reduction, and extension, and guarantees for businesses borrowing capital from commercial banks, which has contributed to the recovery of the stock market. By the end of June 30, 2009, the VN-Index had increased by 132 points (42%) compared to the beginning of the year , and by the end of 2009 , the VN-Index had increased from 312.49 points to 494.77 points ( 57%) compared to the beginning of the year . This is an impressive comeback after the crisis.
2010 should have been a new step forward after the positive changes in the stock market since 2009 , however, investors were disappointed when the Vietnamese stock market was assessed as not growing and going against the general trend of the world . Pressure from inflation, super high interest rates , credit market not growing , and reduced money supply were the reasons why the stock market in 2010 did not meet expectations . In the first six months of 2010 , the VN-Index still achieved high growth ( at one point the VN-Index reached 549 points), however, in the last six months of the year , the stock market continuously encountered difficulties , continuously decreased points and at the end of 2010, the VN-Index decreased 2% compared to the end of the previous year at 484.66 points.
Investors witnessed a disappointing decline in the stock market in 2011. The market only had two short recoveries in late May and mid-August, and closed on December 30, 2011 at 351.55 points, down 23% compared to the beginning of the year . The reason for this decline is due to the macroeconomic situation , pressure on exchange rates, interest rates, and inflation, which are still high despite the Government's use of many measures to stabilize them. Besides, investor sentiment is still low due to prolonged disappointments combined with negative information in the world market , most notably the public debt problem in Europe, which has had a significant impact on the VN-Index.
The stock market in 2012 showed signs of more positive growth when VN -Index increased by nearly 40% within five months compared to the end of 2011 and became one of the most impressive markets in the world. However, the failure in the remaining 7 months of the year caused VN - Index to decrease by 20% compared to the beginning of the year , and ended 2012 with a score of 413.73 points, overall the index still achieved a growth of 17.7 %. Considering the impacts of macroeconomic factors, GDP growth rate remains stable .
At a low of 5.03%, the industrial production index has not recovered , inflation is controlled by the Government.
Good control of only 6.81 %, much lower than the 18.58% in 2011 , the stable foreign exchange market throughout 2012 also contributed positively to the development of the stock market. However, information about bad debts, restructuring activities of the banking system , along with bad information from bank leaders, has shaken investors' confidence in the market and as a result, stock prices have been affected .
Macro solutions have gradually had an effect on the stock market in 2013 , inflation has been controlled , industrial production index increased by 5.6% compared to the same period last year, balance of payments has improved , interest rates have tended to decrease, foreign exchange market has tended to stabilize... Besides, in this year , restructuring of the stock market has been promoted , many regulations supporting the market have been issued , positively affecting the development of the market . Therefore , the Vietnamese stock market has had positive developments, the Vn-Index increased by 90 points from 413 points at the beginning of the year to 504.63 points at the end of the year (an increase of 22.2%).
Positive signs from 2013 are the basis for investors to expect further growth from the stock market in 2014. However, if the beginning of the year was smooth with an impressive milestone of 569.87 points (April 22), then after the East Sea events, the continuous decrease in oil and gas prices , and the Russian economic crisis, the VN-Index had strong declines such as the session on May 8, down to 527.09 points (down 5.87%), then the VN-Index reached its 2014 peak of 600.84 points (October 31). But by December , VN-Index once again plummeted to 518.22 points (December 17), ending a not-so-smooth year for the stock market .
The stock market in the first 3 months of 2015 received positive information, stimulating economic growth such as the TPP agreement, FTA, and room expansion for foreign investors. VN-Index increased sharply and reached 600 points (March 4). But then VN-Index entered a Downtrend, falling from 600 points to the bottom of 528.95 points on May 18, due to a series of oil and gas stocks falling sharply, typically GAS and PVD. On May 29, the signing of the FTA between Vietnam and the Eurasian Economic Union created momentum for VN-Index to enter an Uptrend, reaching a peak of 638.69 points (July 14). On August 11, China devalued the yuan by 1.9%, within just 3 days, the yuan fell 4.6% against the USD, forcing Vietnam to adjust its exchange rate sharply, which greatly affected market sentiment. On August 24, the VN-Index returned to the bottom of 526.93. Information about Decree 60 and TPP had a positive impact on the market, the VN-Index increased but not as high as the period
The previous wave only reached 615.18 points (November 5). From then until the end of the year, VN-Index entered a downward adjustment trend. The FED's agreement to raise interest rates from 0 - 0.25% to 0.25 - 0.5% and the slide in world crude oil prices that showed no signs of stopping, falling close to the record low of 2008, negatively affected the general sentiment of the market.
4.2.1. Analysis of macroeconomic factors affecting the VN-Index
4.1.2.1. Exchange rate and VN-Index
1200.00
25000.00
1000.00
20000.00
800.00
15000.00
Point
600.00
VND/USD
10000.00
400.00
200.00
5000.00
0.00
0.00
VNI
EX
Chart 4.2: Relationship between exchange rate and VN-Index
2006m1
2006m7
2007m1
2007m7
2008m1
2008m7
2009m1
2009m7
2010m1
2010m7
2011m1
2011m7
2012m1
2012m7
2013m1
2013m7
2014m1
2014m7
2015m1
2015m7
Source: Ho Chi Minh City Stock Exchange; State Bank of Vietnam
Phase 2006 – 2008:
The exchange rate in 2006 was considered the most stable in this period, while the stock market was extremely active, VN-Index at the end of 2006 reached 751.77 points, double the level at the end of 2005 of 307.5 points. In 2007 , the exchange rate fluctuated frequently but within a narrow range ( early 2007 decreased by 0.3%, mid-2007 increased by 0.6% and overall decreased by 0.6% for the whole year) .
0.03%), while the VN-Index for the whole year increased by about 23%. The exchange rate in 2008 fluctuated complicatedly due to changes in macro factors, the USD price in the free market increased rapidly , forcing the State Bank to change the exchange rate band 5 times (the peak of the free USD price was 19,400 VND/USD, only 2,600 VND higher than the ceiling). Meanwhile, the VN-Index trend decreased throughout 2008 , which shows that the exchange rate was not the decisive factor in the change of the VN-Index during this period.
Phase 2009 – 2011:
On November 25, 2009, the State Bank adjusted the exchange rate up to 5.44% and reduced the amplitude to +/- 3%. This information caused the stock market to plummet, VN-Index decreased from 503.41 points (November 25) to 442.1 points (December 16) after nearly 3 weeks, which is a decrease of 12.2%. In 2010 , the State Bank also adjusted the exchange rate up 3.36 % from 17,941 VND/USD to 18,544 VND/USD. The stock market did not react negatively to this increase in price, VN-Index still increased from 490.91 points (February 10) to 507.32 points (March 3), equivalent to an increase of 3.34 %. A notable development in 2011 was the increase in the average interbank exchange rate by the State Bank from 18,932 VND/USD to 20,693 VND/USD (an increase of 9.3 %) and the VN-Index decreased from 519.98 points (February 11) to 503.92 points in one week , equivalent to a decrease of 3.1% and a decrease of 11.27% for the whole month.
Phase 2012 – 2015:
In 2012, the stock market witnessed a strong increase in the price of VN-Index in the first 5 months of the year ( up 30 % compared to the end of 2011), in the last 6 months of the year , VN-Index decreased sharply (down 11%). However, the exchange rate movement in this year was not significant, the whole year decreased by 0.96%. In 2013 and 2014, it was considered a successful year in the exchange rate policy of the State Bank, the exchange rate fluctuated within a narrow range and the times the average exchange rate increased did not create a shock change in VN-Index. Throughout 2015, the State Bank devalued the Vietnamese Dong by a total of about 5.34% and the market turned down sharply and almost immediately after the nearly 2% devaluation (on August 19).
In general, when there is an exchange rate shock, the VN-Index will have a clear change, while slight fluctuations of about 1% will have an insignificant impact . The impact of exchange rate on VN-Index is often in opposite directions, when the exchange rate increases sharply, the VN-Index will turn around.
decrease score
4.1.2.2. World oil prices and VN-Index
1200.00
160.00
140.00
1000.00
120.00
800.00
100.00
Point
600.00
80.00
USD
60.00
400.00
40.00
200.00
20.00
0.00
0.00
VNI
OP
Chart 4.3. Relationship between world oil prices and VN-Index
2006m1
2006m6
2006m11
2007m4
2007m9
2008m2
2008m7
2008m12
2009m5
2009m10
2010m3
2010m8
2011m1
2011m6
2011m11
2012m4
2012m9
2013m2
2013m7
2013m12
2014m5
2014m10
2015m3
2015m8
Source: Ho Chi Minh City Stock Exchange; EIA
Phase 2006 – 2008:
Stock prices and oil prices in 2006 had a fairly synchronous relationship in the second quarter (VN-Index marked a recovery with a 23% increase , oil prices also increased by 10% during this period), however in the last months of the year , oil prices showed signs of cooling down , so VN-Index
still increasing steadily . In 2007, stock prices and oil prices both had impressive growth .
From the beginning of the year (oil price increased by 40%, VN-Index increased by 23%), through 2008 , oil price maintained its growth rate and peaked in the middle of the year , but then decreased sharply at the end of the year (decreased by 70%), VN-Index also decreased accordingly ( 40%).
Phase 2009 – 2011:


![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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