have also developed or developed more strongly (typically in the 5 countries under consideration, the stock market is more developed than the bond market), which helps businesses to raise capital from other sources (such as issuing shares) and thus reduce the debt ratio. In addition, when the efficiency of the financial market is improved, the total debt (especially short-term debt) of businesses tends to increase; this implies that information asymmetry in developing countries may still be one of the difficult problems, so when the financial market operates more effectively, it will help businesses' information to be more transparent; the reason is that when listed on the stock exchange, businesses must provide periodic information according to the regulations of the Stock Exchange, the vibrant market also makes investors more active in searching for information to find undervalued stocks in the market to seek high profits; These help reduce information asymmetry, leading to reduced loan risk, creating incentives for creditors to lend more and lower lending costs, making it easier for business owners to access loans (especially short-term loans). However, as the stock market continues to develop or improves in financial depth, the diversity of goods in the market as well as improvements in the quality of information, supervision and control of businesses will attract investors, motivating them to invest in the stock market, causing capital to circulate quickly, creating strong liquidity for the market; therefore, issuing new shares will be easier and taking advantage of surplus capital by issuing shares at market value instead of par value, so the cost of using equity capital will be lower than the cost of lending, encouraging businesses to mobilize by issuing equity capital. At the same time, the quality of national institutions directly affects a firm’s access to capital in the market as well as the relative costs and benefits of debt and equity financing, with debt being less expensive than equity in countries with poor institutional quality. Therefore, in better-governed countries, firms rely more on issuing shares and less on debt (especially long-term debt).
In addition to the variables representing the development of the financial market and the quality of national institutions, 6 variables representing the characteristics of enterprises (including the dependent variable lag, SIZE –
Enterprise size, ROA - Profitability, TANG - Asset nature, PTB - Enterprise growth opportunities, and IND - Industry of the enterprise) and 2 variables representing the macro economy (including GDPGR and INF) were also included in the model as control variables. The research results show that all 6 variables representing enterprise characteristics affect capital structure, but the impact of PTB on capital structure is insignificant. The lag of the dependent variables (including total debt, long-term debt and short-term debt) all have a positive impact on the dependent variable and reach a significance level of 1% (only models from 57 to 60, or 4/72 models, do not reach statistical significance), showing that the enterprise capital structure is relatively stable over time. At the same time, when an enterprise increases its total assets, it tends to increase its debt ratio (this is true for both total debt, long-term debt and short-term debt); The reason is that enterprises with many assets often have prestige in the market, exist for a relatively long time, so information is more transparent, so it is easier to access loans. Enterprises with high profitability will tend to reduce the use of debt (specifically, reduce short-term debt but increase long-term debt), and when enterprises increase the ratio of fixed assets to total assets, they will tend to increase the debt ratio (both short-term and long-term); but it should be noted that both of the above variables only affect enterprises in countries with higher institutional quality, and the impact of profitability is much larger than the ratio of fixed assets to total assets. The reason is that enterprises with many fixed assets that can be used as collateral for loans, these enterprises can easily access loans (both short-term and long-term), so they increase the debt ratio, and high profitability shows that enterprises have internal capital to finance their operations but still need more long-term loans to expand production and business activities. At the same time, countries with stronger institutional quality mean higher quality of contract enforcement, property rights, freedom of speech, political stability and public services, as well as lower risks of expropriation and corruption; which in turn improves the soundness of the financial sector and facilitates participation in financial markets – savers are willing to finance firms and thus the financial market thrives. In addition, as domestic institutional quality increases, firms’ need to hold cash decreases because whenever they need funds, they can get them from markets where
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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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The relationship between market orientation, learning orientation and business results of hotel and restaurant enterprises: A case study in Ho Chi Minh City - 36 -
The relationship between market orientation, learning orientation and business results of hotel and restaurant enterprises: A case study in Ho Chi Minh City - 8 -
The relationship between market orientation, learning orientation and business results of hotel and restaurant enterprises: A case study in Ho Chi Minh City - 30 -
The relationship between market orientation, learning orientation and business results of hotel and restaurant enterprises: A case study in Ho Chi Minh City - 26
Investors are willing to expand their financing channels with more favorable conditions. This is the reason why the two factors of return and the ratio of fixed assets to total assets have a stronger impact on capital structure in countries with stronger institutional quality. The direction of the impact of all firm characteristics variables shows that capital structure in developing countries supports both the trade-off and pecking order theories. At the same time, corporate capital structure is affected by industry characteristics (the industry variable is statistically significant in most models, only models 25 to 28 are not statistically significant). As for macroeconomic variables, the impact of GDP per capita growth rate on capital structure is not really clear; Inflation causes firms in countries with lower institutional quality to increase their debt ratios (both in the short and long term), but tends to encourage firms in countries with stronger institutional quality to reduce their long-term debt ratios.

Chapter 4 Summary
The topic analyzed data and conducted a regression model using the 2-step GMM method to determine the impact of financial market development on corporate capital structure. The results showed that financial market development has an impact on the capital structure of five developing countries in the ASEAN Economic Community, the impact direction of each aspect on the debt ratio has certain differences, at the same time, this impact is significantly different depending on the quality of national institutions as well as the debt maturity being considered. In addition, corporate capital structure supports both the trade-off theory and the pecking order theory. The main reason for the above results, according to the author, is due to the problem of information asymmetry and the size of the stock market in developing countries is still quite small, the source of loans mainly depends on the banking system, the investor protection mechanism may not be really strong, making access to external capital difficult; This is an important basis for proposing solutions in chapter 5.
CHAPTER 5: CONCLUSION AND POLICY IMPLICATIONS
5.1. Conclusions and main contributions of the study
In order to study the impact of financial market development on corporate capital structure in developing countries in the ASEAN Economic Community, the thesis collected annual data of listed enterprises in five countries, Indonesia, Malaysia, Philippines, Thailand and Vietnam, in the period 2010 - 2020. Although many studies have been conducted on factors affecting corporate capital structure, the impact of financial market development on capital structure is still quite limited, especially in developing countries or more specifically in the ASEAN region. At the same time, the results of previous studies show that the measurement of financial market development as well as corporate capital structure can lead to different impacts. In addition, the quality of national institutions is also an issue that needs to be considered, because institutional quality is a factor that can directly and indirectly affect corporate capital structure through financial market development; Therefore, when controlling the quality of national institutions, the impact of financial market development on capital structure may change. For the above reasons, the thesis has used many different measures to represent financial market development to provide an overview of the research problem; in which, 4 measures (FMI, FMA, FMD and FME) are general in nature, collected by IMF and standardized in value from 0 to 1, with higher values indicating better financial market development. The next 4 measures represent stock market development (MACAP and LIQ) and bond market development (GOVBOND and CORPBOND), which are two components of the financial market. Corporate capital structure is also measured in 3 different ways based on book value, including: Total debt to total assets ratio, long-term debt to total assets ratio, and short-term debt to total assets ratio.
The results of the two-step GMM regressions provide empirical evidence that financial market development in five developing countries in the ASEAN Economic Community does impact corporate capital structure. The direction of the impact of each considered aspect on corporate debt ratio is also different, and this impact is significantly different for
firms in countries with different institutional qualities and debt maturities are considered. However, in general, firms in countries with stronger institutional qualities tend to reduce their long-term debt ratios as financial markets develop (while financial market efficiency causes firms to increase their debt ratios, especially short-term debt), and their capital structures are affected by more factors (such as profitability or the ratio of fixed assets to total assets) than firms in countries with lower institutional qualities. This implies that in developing countries, information asymmetry is still a fairly large problem, while financial markets are still quite small and mainly dependent on bank loans; so the impact of financial market development on corporate capital structures in countries with different institutional qualities will have certain differences. At the same time, the capital structure of enterprises in five developing countries in the ASEAN Economic Community supports both the trade-off theory and the pecking order theory, meaning that enterprises' borrowing will depend on the consideration between the benefits and costs of using borrowed capital, but it is possible that due to the problem of information asymmetry still existing in the economy, enterprises still prioritize the use of internal capital.
Therefore, when the financial market develops, it will help make information more transparent, helping to reduce risks and costs; so depending on the position of the enterprise in the market, they will choose the most beneficial source of capital to access. However, in general, when the financial market develops and/or the quality of national institutions is consolidated (or enhanced), it will cause enterprises to reduce debt, especially long-term debt. Therefore, to reduce the burden on the banking system in providing long-term loans, promoting the development of the financial market (especially market depth) is very necessary; and when the efficiency of market operations increases, it will cause enterprises to increase their use of short-term debt.
5.2. Policy implications
5.2.1. General policy implications for the five countries
Both de facto integration and regional agreements under the ASEAN Economic Community (AEC) have led to increased financial linkages among countries in the region. Regional initiatives in financial services liberalization, market development
Capital and capital account liberalization have also contributed to the deepening of regional financial markets. However, the integration of financial markets in Asia also has certain limitations and there are many factors that explain these limitations; typically the lack of liquidity in financial markets due to the existence of small, illiquid and fragmented financial markets in Asia, which leads investors to prefer to access large financial markets in developed countries, where there are more choices of financial instruments to share risks. Strict regulations and policies on some cross-border financial transactions also hinder the integration of financial markets across Asia. For example, differences in capital account and tax regimes in Asian countries often discourage cross-border holdings of equities and bonds, as they increase the costs of entering and exiting financial positions. However, despite these limitations, evidence shows that Asian financial markets have become increasingly integrated over the past three decades, and by the end of 2015, ASEAN countries had completed 87% of all measures in the AEC Blueprint to achieve free movement of services and capital (Rillo, 2018).
In addition, empirical research results show that if the financial market develops, enterprises in the five developing countries in the ASEAN Economic Community will tend to reduce their debt ratios, especially long-term debt ratios in countries with stronger institutional quality (in particular, improved financial market efficiency increases debt ratios, especially short-term debt); this shows that when the financial market develops (both stock and bond markets, especially corporate bonds), it will significantly reduce pressure on the banking system. The reason is that most developing countries have underdeveloped capital markets, and external capital mobilization mainly depends on bank capital and is dominated by banks; this is a major obstacle to financing long-term development needs to achieve sustainable high growth. Therefore, the need for financing infrastructure and small and medium-sized enterprises (SMEs) is particularly important. A major issue in managing the financial structure of banks is the mismatch between assets and liabilities; specifically, banks often finance long-term projects, while the main source of funding for banks is short-term deposits. Therefore, financing infrastructure investment
This will naturally create significant asset-liability maturity mismatches on banks’ balance sheets, and this problem is particularly acute in emerging Asia (where banks remain the main source of corporate finance). In addition, SME finance is another important issue. In many emerging and developing economies, SMEs are a major pillar of production and employment. However, despite the economic importance of SMEs, banks are reluctant to lend to them because of their generally high business risk, lack of credibility, information, credit history, and inadequate collateral. Poor SME lending and the higher costs associated with managing a large number of small accounts also discourage banks from lending. Progress in SME finance has varied widely across regions. The most visible progress has been made in the region’s middle-income economies, where secured and unsecured lending regimes have been established with collateral management systems, credit information bureaus, etc. But in low-income developing economies, the lack of legal and regulatory frameworks, inadequate information and market transparency, weak corporate governance, and underdeveloped financial infrastructure continue to impede effective SME financing. Therefore, to facilitate businesses (especially SMEs) to access external capital, promoting the development of financial markets is essential.
In order to promote the development of financial markets, it is essential to propose solutions to improve the quality of national institutions (including 6 component indicators: voice and accountability, political stability and absence of violence/terrorism, government effectiveness, regulatory quality, rule of law, and control of corruption) to reduce information asymmetry in the market and encourage savers to invest in enterprises; this is the foundation for the development of both stock and bond markets. Therefore, laws and regulations must be built to protect investment rights in countries and enable investors to more accurately predict the cash flows from a project because this is an important step in any valuation. Typically, ownership rights in investments must be legally protected, furthermore, the terms of the contract must be enforceable. One
Another concern for investors (especially foreign institutional investors) is the uncertainty about what the regulatory framework may look like in the future. Since consistent application of a regulatory framework provides greater certainty in cash flow forecasts, reducing the returns required to compensate for risk, governments should reduce regulatory uncertainty that can be detrimental to long-term investment. In this regard, they can establish protocols that assure investors that the rules affecting such projects will not be changed arbitrarily following a change of government. In addition, the presence of inflation also makes it more difficult to accurately forecast cash flows in long-term investments, so controlling inflation enhances the security of real returns.
At the same time, there is a high correlation between the size of institutional investors (mutual funds, insurance companies and pension funds) and the size of capital markets (stocks and bonds); this shows the importance of developing a large number of long-term institutional investors to improve not only financial depth, but also market efficiency and liquidity. Therefore, these investors are necessary for the development of domestic bond and equity markets. However, apart from Malaysia and Thailand, the size of institutional investors in the countries is still relatively small. Therefore, further efforts are needed to facilitate the establishment of a large number of domestic institutional investors. The trend of urbanization and the growing middle class in the region is likely to boost the demand for mutual funds, pension funds and insurance assets, leading to an increase in the size of these institutional investors in the coming years. However, it should be noted that the growth of mutual funds is largely dependent on domestic factors including rising incomes and the expansion of domestic investor base, so the key barriers facing the mutual fund industry can be summarized as follows: Lack of appropriate and robust regulation of funds and financial markets; scarcity of large common markets where mutual funds can be traded; excessive volatility in returns on regional stock and bond markets; weak investor knowledge and lack of protection measures… Therefore, mutual funds have not been able to develop.

![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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