Finding business partners is very weak, only 31.52/100 points. Market information or technical advice, which always requires updating and quickness, seems to be not paid attention to. Thus, private enterprises in Hanoi operate entirely on their own strength without being able to take advantage of any significant support from the government.
e. Inadequate labor training
Labor training can be considered a form of selective intervention in the market. Currently, although skilled and highly qualified human resources are very necessary, it is very difficult for each enterprise to train them themselves because the risk of workers quitting their jobs after being trained is very high. Thus, it requires the government to increase investment in training centers, to provide a source of highly skilled and highly skilled labor for enterprises in the capital city of Hanoi.
In terms of quantity, Hanoi is highly appreciated for the number of vocational schools and job placement centers per 10,000 people. However, in terms of quality, it is still below potential. According to the survey results of VNCI, only 55.43% (in 2006) and 55.9% (in 2007) of the surveyed enterprises rated Hanoi's vocational education and training as very good or good; 48.62% (in 2006) and 59.43% (in 2007) of enterprises were satisfied with job brokerage activities.
The reality is that the number of unemployed trained workers is still increasing because they cannot meet the requirements of businesses, while businesses are in great need of highly skilled human resources. According to statistics, only nearly 30% of Hanoi's workforce has been trained, the quality of human resources is not high, not uniform, and not used effectively. Among more than half a million workers in Hanoi who have been trained with various degrees, the number with elementary and technical worker degrees accounts for 37% (of which the number with technical worker degrees accounts for only 10%), the number with vocational secondary school degrees accounts for 21%, the number with university and college degrees accounts for 40%, and the number with post-graduate degrees is 2%. In particular
The number of highly skilled technical workers (level 6 or 7/7) and skilled practical engineers is very rare.
2.3. Comparison of the Competitiveness Index of Hanoi City with other centrally-run cities
Vietnam has five centrally-governed cities: Hanoi, Hai Phong, Da Nang, Can Tho and Ho Chi Minh City. It can be said that all these cities have the same macroeconomic environment and are directly managed by the Central Government. However, the differences in microeconomic characteristics make the competitiveness of each city different, or as Michael Porter said: "microeconomics is the foundation of prosperity".
Table 12: Competitiveness index of five centrally-run cities
City
PCI 2005 | PCI 2006 | PCI 2007 | |
Hanoi | 60.32 | 50.14 | 56.73 |
Hai Phong | 59.40 | 49.82 | 53.19 |
Danang | 70.67 | 75.82 | 72.96 |
Can Tho | 61.29 | 58.30 | 61.76 |
Ho Chi Minh City | 59.61 | 64.75 | 64.83 |
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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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The impact of competitiveness factors on business performance of joint stock commercial banks in Ho Chi Minh City - 20 -
Limiting social insurance debt of businesses by applying sanctions Case study of businesses in Thanh Xuan district, Hanoi city - 12 -
Comparing Some Outstanding Tourist Resources Of Hanoi And Bangkok (Thailand)
(Source: Provincial Competitiveness Index Report 2007)
Compared to other centrally-run cities, Hanoi has a very low PCI (56.73 points), just slightly higher than Hai Phong, much lower than Ho Chi Minh City and Can Tho, and even worse than Da Nang (72.96 points), on all component indicators. In 2006, Da Nang and Ho Chi Minh City PCI increased and continued to maintain good scores in 2007. Hanoi also tried very hard to bring its PCI from the average group in 2006 to the good group in 2007.
Consider the specific comparison of some component indicators in 2007 below:
(Source: VNCI) | |
Hanoi's market entry cost index and land access index are much lower than those of the other four cities. One of the objective factors affecting market entry costs is that the price of business registration services of consulting companies in Hanoi is often 1.5 to 2.5 million VND higher depending on the type. Regarding land, Hanoi currently has 18 small and medium-sized industrial parks and clusters with a total natural land area of 773 hectares. About 253 enterprises have leased land and about 45% of enterprises have demand but do not have land to lease. Meanwhile, 2,307 units (both central and local) lease 1,642.5 hectares but use them inefficiently, or for the wrong purpose and have not been able to recover them. This is the main reason for the Access to land to expand production is very difficult. | |
(Source: VNCI) | |
In terms of the informal cost index and the index assessing incentives for state-owned enterprises , Da Nang is highly appreciated by enterprises and ranked first. Hanoi and Ho Chi Minh City - the two largest cities in the country - are at the bottom. On the one hand, due to the influence of the old, stagnant and bureaucratic working style, a number of officials in public agencies have degenerated. On the other hand, many enterprises in Hanoi are afraid of wasting time, so they are willing to voluntarily pay fees to facilitate their work. In the socialist-oriented multi-sector economy in Vietnam, the state-owned economic sector always plays an important role. Therefore, Hanoi, as the locomotive, where many large state-owned enterprises are concentrated, has more preferential policies and regimes for state-owned enterprises than any other city. Many incentives for state-owned enterprises will negatively affect private enterprises and the number 5.19 at the bottom of the comparison table is understandable. However, Hanoi's index of 5.19 in fifth place is still quite far from the fourth place, Ho Chi Minh City with 6.01 points. This is because Ho Chi Minh City's policies to support state-owned enterprises are more reasonable, causing less direct impact on private enterprises. private sector and competitive environment. | |
(Source: VNCI) | |
The index of transparency and accountability of Da Nang and Ho Chi Minh City are approximately the same and both reach over 7 points. Next is Hanoi with 6.47 points, much higher than the index of Can Tho and Hai Phong. In the index of dynamism and pioneering of the government , the order of these 5 cities has not changed. When a policy or regulation issued by the Central Government is not specific or clear, the city government can act in different ways. The solutions of Da Nang and Ho Chi Minh City are always in the direction of creating the most favorable conditions possible for businesses . encourage private sector development | |
III. ASSESSMENT OF HANOI'S BUSINESS ENVIRONMENT
3.1. Advantages of Hanoi's business environment
The business environment of Hanoi, as the capital - economic hub, has many advantages.
Regarding human resources , Hanoi is the place with the highest concentration of intellectuals in the country with many research institutes, academies, universities, many leading scientists, scientific and technical staff, and skilled workers in all fields. This is an important condition for training skilled workers.
high-level vocational training, while simultaneously conducting linkages between research, technology transfer and production and business.
Regarding infrastructure , Hanoi always focuses on investing and upgrading the traffic system, water supply and drainage, public lighting; postal system, telecommunications ... actively contributing to meeting the development needs of the economy. The city has invested in 18 large and small industrial parks/clusters with a total area of about 700 hectares. Of which, 7 industrial parks/clusters have been completed and put into operation. The government has also supported the construction of technical infrastructure outside the fence and 30% of the cost of site clearance within the fence of industrial parks.
In terms of market size , Hanoi is a large market with strong consumption. In 2007, Hanoi's population was nearly 3.4 million people, of which 65% lived in urban areas with high and stable incomes. Therefore, the people's demand for buying and selling goods and using services is very diverse.
3.2. Limitations of Hanoi's business environment and causes
Although in recent times, Hanoi has tried and made efforts to improve its business environment, there are still limitations.
First of all, access to land is still difficult for the majority of businesses, especially small and medium-sized enterprises. According to a survey by the Vietnam Chamber of Commerce and Industry, the need for access to land of Hanoi businesses is currently very large: nearly 2/3 of businesses surveyed said that they would expand their business if access to land was easier.
Furthermore, the business registration process still has barriers . Business founders only need to go to the Business Registration Office, under the Hanoi Department of Planning and Investment, to submit their application and receive the results (business registration certificate, seal engraving license and tax code). However, this “one-stop” process only stipulates the maximum time limit for the Business Registration Office to return the results from the date the business submits a complete set of documents. Accordingly, for each error in the application, the business must go to the
Business Registration Office. In addition, the Business Registration Office is also irresponsible in advising and supporting businesses to complete a complete and valid dossier as well as promptly notifying the business founder of any shortcomings in the dossier (spelling errors, uppercase and lowercase letters) as soon as possible (instead of on the appointment date to receive the results). On the other hand, the "one-stop" business registration process is only limited to the stage of receiving a seal engraving license, not adjusting the stage of engraving and returning the seal (which has been archived) to the business from the police agency. Thus, after receiving the results of the above three procedures, the business owner is still not considered to have completed the business establishment procedure because the business does not have an official seal, and all business documents are only considered legal when they are stamped with the official seal of the business.
The reason is that the responsibilities of the relevant agencies are not clearly defined. The Hanoi Business Registration Office is the focal agency responsible for transferring the input information of enterprises to the police and tax agencies and returning the final results to the enterprises. Thus, in addition to receiving business registration dossiers, in principle, the staff of the Business Registration Office must also have sufficient professional qualifications and information to check the completeness and validity of the dossiers transferred to the agency granting the seal engraving license and the agency granting the tax code. However, it is very difficult to determine the responsibility of each agency for responding to the enterprise, especially in cases where the dossier is only found to have errors after it has been transferred to the tax agency or the police agency. Enterprises do not know which agency will be ultimately responsible to the enterprise and answer any delays or problems in the dossier processing process.
The ability to apply Information Technology is still limited. After more than four years of operation, the Hanoi Portal (Hanoi Portal: http://www.hanoi.gov.vn) has revealed weaknesses such as: poor information, many sections are still blank; incomplete content; slow response to online questions from businesses. Statistics show that in the past 3 years, only 97/1074
answered questions, that is, less than 10%. And in May 2008, there were hardly any questions answered. (See Appendix 6)
There are many reasons for this situation. The first reason is that the units (departments, branches, sectors, People's Committees of districts) are not interested in providing information and services. The second reason is that the awareness and level of enterprises in changing habits from paper environment to electronic environment are not yet quick; and finally, the financial mechanism according to current regulations for information provision activities is not reasonable, not effective in encouraging people to post information on the Electronic Communication Portal.
Thus, through the PCI index of Hanoi, the City government still has a lot of work to do to improve the business environment of the capital. The immediate problem is to solve the complicated and cumbersome management mechanism of private enterprises in order to aim for the long-term goal of creating an operating framework so that any individual economic sector can develop smoothly. From that practical requirement, many solutions have been proposed, evaluated, identified and applied. However, the key solution must be suitable and practical to the situation of Hanoi in order to hope to bring about quick results, resolve existing problems, frankly recognize the problem-solving capacity and propose feasible solutions. This is the content mentioned in the next chapter of this thesis.


![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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