ensure close to the actual price on the market, especially not really satisfy the auction participants.
When asked whether the price step at each project was appropriate, 92.86% said that the price step was appropriate; 7.14% said that it was not appropriate because the price step was high. Thus, the price step proposed by the city is appropriate for each project, as well as each form of land use rights auction (Direct auction by raising cards; Direct voting auction; Indirect voting auction).
c. Regarding fees when participating in land use rights auctions
When asked whether or not a deposit and registration fee must be paid to participate in the auction, 100% of auction participants confirmed that they had to pay. This is clearly stated in the regulations when participating in the auction of land use rights.
Table 3.12: Assessment of the reasonableness of the deposit and registration fee payable when participating in the auction
Unit: %
Status
Project name | Number of questionnaires | Is the deposit reasonable? | Is the registration fee reasonable? | Is the amount payable reasonable? | |||||
Have | Are not | Have | Are not | High | Medium | Short | |||
1 | Project 1 | 20 | 24.28 | 4.29 | 28.57 | 0.00 | 20.00 | 8.57 | 0.00 |
2 | Project 2 | 20 | 24.28 | 4.29 | 28.57 | 0.00 | 15.71 | 12.86 | 0.00 |
3 | Project 3 | 30 | 32.86 | 10 | 38.57 | 4.29 | 27.14 | 15.71 | 0.00 |
Total | 70.00 | 81.44 | 18.58 | 95.71 | 4.29 | 62.86 | 37.14 | 0.00 | |
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Assessing the level of satisfaction of individual customers with savings deposit services at Saigon Commercial Joint Stock Bank SCB - Ninh Kieu Branch - 13 -
Auction Entry Fee and Deposit Required When Bidding -
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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Evaluating customer satisfaction with savings deposit services at National Citizen Commercial Joint Stock Bank NCB Tan Huong Transaction Office - 3 -
Criteria for Evaluating the Efficiency of Deposit Mobilization Activities of Commercial Banks

(Source: Compiled from survey data)
81.43% of auction participants said that the deposit was reasonable; 18.57% said that it was unreasonable because the deposit was a bit high. Thus, the deposit for each auction lot is appropriate for auction participants. In addition, when asked about the fee to be paid when registering to participate in the auction, 95.71% said that the fee to be paid was reasonable and in accordance with regulations. 4.29% questioned the fact that the fee to be paid when registering for the auction was very large, but there was no transparency in the use of this fee.
3.5.2.2. Evaluation during the auction process of the implementation of regulations and the difference in auction prices
The survey results show that during the auction process, in all 3 projects, the Auction Council was assessed to have implemented seriously, in accordance with the regulations and instructions. 65/70 auction participants answered yes, accounting for 92.86%.
Table 3.13: Evaluation of the implementation of auction regulations and auction price difference
Unit: %
STT
Project | Comply with the regulations | Price difference | ||||
Have | Are not | High | Medium | Short | ||
1 | Project 1 | 27.14 | 1.43 | 7.14 | 17.14 | 4.29 |
2 | Project 2 | 27.14 | 1.43 | 11.43 | 17.14 | 0.00 |
3 | Project 3 | 38.57 | 4.29 | 30.00 | 10.00 | 2.86 |
Total | 92.86 | 7.14 | 48.57 | 44.29 | 7.14 | |
(Source: Compiled from survey data)
Regarding the difference between the starting price and the winning price, 48.57% considered it high and 44.29% considered it moderate, while the remaining 7.14% considered it low. Due to a firm grasp of information and implementation regulations, there were no violations during the auction process.
3.5.2.3. Evaluation after winning the auction
The results of the investigation into the auction results showed that 61/70 cases answered that the procedures and responsibilities of the auction council were appropriate, accounting for 87.14%; 66/70 cases answered that they were satisfied with the price after winning the auction, accounting for 94.29%. Thus, most of the winning prices were suitable for the financial capacity of the auction winners.
Table 3.14: Evaluation after winning the auction of land use rights
Unit: Voucher (number of households responding)
Status
Project name | Procedures and responsibilities of the Board of Directors | Satisfied with the price | Have Decision approve | Certificate issuance procedures | |||||||
Fit | Not suitable | Have | Normal | Are not | Have | Are not | Have | Slow | Are not | ||
1 | Project 1 | 17 | 3 | 15 | 5 | 0 | 20 | 0 | 20 | 0 | 0 |
2 | Project 2 | 17 | 3 | 14 | 6 | 0 | 20 | 0 | 20 | 0 | 0 |
3 | Project 3 | 27 | 3 | 14 | 12 | 4 | 30 | 0 | 28 | 2 | 0 |
Total | 61 | 9 | 43 | 23 | 4 | 70 | 0 | 68 | 2 | 0 | |
(Source: Compiled from survey data) After winning the auction, the authorities have done their job well, 100% of the cases have had approval decisions, 97.14% of the auction winners after fulfilling their obligations to the State have been granted land use right certificates and 100% of the cases have been handed over the land after winning the auction. However, through field inspections at the auctioned land plots, the percentage of auction winners who built works on residential land
very low percentage
3.6. General assessment of land use rights auction in Son La city
3.6.1. Advantages
+ Land fund for planning and implementation of land use rights auction
Land use in Son La city is still large, convenient for choosing a suitable location for auction purposes.
+ Land use rights auction brings in large revenue for the locality to serve the investment in infrastructure construction and social welfare works for people in Son La city.
+ In the first years of implementing land use rights auctions, land use rights auction participants strongly agreed with the policy of the City Party Committee and People's Committee in land use rights auctions.
+ Land for auction is land that has been approved for planning, so it is very safe. The buyer is guaranteed by the State the legality of the land plot, and is guaranteed to use the land legally with full documents. If buying land in the free market, the buyer often has to spend a lot of time to learn about the documents or planning location of the land plot before being able to make a decision. However, for land put up for auction, these factors are all guaranteed. Land use rights auctions are conducted publicly, attracting many participants with many different bidding levels. Before the auction is conducted, the auction participants study the auction documents, conduct field surveys and conduct market research in the auction area, so they can perceive and evaluate the actual value of the land being auctioned. Therefore, when participating, they will proactively pay at the price they have determined and often offer a lower price than buying land in the usual way on the market.
No commissions (brokerage) and other fees that brokerage centers often set.
3.6.2. Difficulties
+ The approval process for starting prices of some projects auctioning land use rights is prolonged, causing loss of opportunities to bring them to market during times when real estate is booming and prices are high.
+ The investigation and determination of land use demand of the area and the establishment of floor prices in land use rights auctions are still unscientific and heavily administrative.
+ Information dissemination before auctions as well as land auction activities is still lacking. Although public, advertising for auction areas is not very effective.
+ Regarding avoiding bid collusion when conducting auctions, there are currently no regulations to prevent it and no sanctions to punish it.
+ Checking the financial capacity of auction participants has not been done yet, so there are many cases where one person participates in the auction for many plots of land, pushing up the auction land price.
+ The auction regulations are also inadequate, causing difficulties for people who need to buy land.
+ When planning land plots for land use rights auctions, districts, towns and cities have not reviewed to ensure synchronous connection of technical infrastructure, social infrastructure and efficient and economical use of land funds, leading to the need to review again, slowing down the progress of the auction work...
+ Determining the boundaries of the land auction project is difficult to be accurate because the map system from previous years when applied to reality does not match due to many fluctuations. The most difficult part is the process of determining the origin of the land, the boundaries of public land interspersed in residential areas. In addition, there are land auction projects when making detailed plans that encounter the problem of not being able to reach a consensus with the people...
+ Auction participants must have sufficient financial resources to fulfill their obligations after winning the auction.
+ Auction participants cannot visualize the development of the auction area, so the auction price is often lower than the market price; this creates a difference in land price after the auction.
+ Currently, in most land auction projects, there are cases where auction participants are land speculators, the real demand for land and housing is very low.
+ There are cases where auction participants use a lot of land around the auction area, so they bid high to raise the price level of the area, then put down a deposit.
+ The payment period after winning the auction and the construction period are both passive for the land user and cannot be renegotiated.
+ In case of re-transfer to another person, the land price for calculating transfer tax and registration tax will be calculated according to the auction price (this price is often many times higher than the regulated price).
+ For land use rights auction projects, small plots will not create infrastructure connections with surrounding areas; if planning is not done well, it will lead to urban areas being divided into plots. For land auction projects that are truly successful, a new price level will be created in the area, which will lead to local land price increases in the area where the land auction project is located.
3.7. Proposing some solutions to strengthen land use rights auction in Son La city
Based on the evaluation of land use rights auction in Son La city, and the study of 03 land use rights auction projects, I would like to propose some solutions to improve the effectiveness of land use rights auction in Son La city as follows:
- In the process of planning and land use planning in conjunction with the overall planning of the province or city, it is necessary to select suitable and effective auction plots, correctly assessing the supply and demand situation of land use in the auction area as well as outside. Based on the supply and demand of the market and the area, it is possible to design auction plots of land of different areas, and auction them in different ways to attract bidders.
- It is necessary to widely disseminate propaganda on local radio and television stations so that auction participants can grasp knowledge about the auction.
auction so that they do not hesitate to participate in the auction, to avoid land speculators having the opportunity to increase prices, forcing prices for those who need to use the land after winning the auction; publicly propagate information, starting price, ... of the land to be auctioned so that everyone knows and attracts many people to participate in the auction.
- Before organizing an auction, you should choose a suitable auction form. A secret ballot in a project can complete the auction on the same day but the auction result has not reached the highest price. The auction form by public auction of each lot will be effective. However, this factor is a bit time-consuming, requiring careful preparation to organize the auction of each lot more effectively than secret ballot, open ballot once and done, very neat but the State loses a part of the profit earned from land auction.
- Organize annual training for officials involved in land valuation to improve their professional skills. Officials involved in determining starting prices must regularly update newly issued documents and regulations, and new information on land prices in the market to promptly adjust land prices accordingly.
- Improve the effectiveness of starting price determination in land use rights auctions, especially in communes and wards with the highest difference between estimated price and winning auction price in the city. Officials participating in determining starting price must regularly update newly issued documents and regulations, new information on land prices in the market to promptly adjust land prices accordingly.
- Effectively implementing administrative reform in granting land use right certificates and strengthening management of land use right transfer transactions after auctions must be unified.
- Regarding the auction method: The auction method also has shortcomings. To avoid collusion between auction participants, participants can only register at the auction session, shorten the auction time, and set a floor price close to the market price range.
Unify the auction regulations of projects so that people do not have to waste time learning when participating in different projects.
- The procedures of the land use rights auction project need to be handled quickly, especially the planning stage because this is an important factor and a step to pave the way for project implementation. When implementing the planning, determine the land fund to be auctioned and the factors affecting land prices to implement the most favorable land auction location planning and the highest land use fee collected after the auction. The Department of Natural Resources and Environment and the City Land Fund Development Center need to advise the People's Committee of Son La City and guide the communes to quickly and synchronously implement the measurement and issuance of certificates to avoid the situation in the process of completing the land use rights auction dossier, requiring additional steps, causing time loss.



![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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