4.2 Interview transcript excerpt (BBPV)
Because the number of pages of interview notes is too large to include in the Appendix, we only extract the questions and answers relevant to the content of the thesis topic.
MINUTES NO. 1
Interview with Mr. NN at 10:30 on October 22, 2016 at Saigon College of Culture, Arts and Tourism.
Question: In your opinion, what are the characteristics of Vietnamese culinary culture?
Maybe you are interested!
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Political culture of political cadres at the platoon level of the Vietnam People's Army today - 5 -
Factors Determining the Resolution of Traditional - Modern Relations in the Development of Military Culture of the Vietnam People's Army -
Traditional Culinary Culture Characteristics of Thai People in Mai Chau -
The Beauty of Hanoi's Culinary Culture -
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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Answer: Delicious and healthy. These are the two most unique elements of Vietnamese cuisine compared to other countries.
- Delicious: suitable for taste
- Healthy: good for health.
Vietnamese people use fresh ingredients for processing, unlike other countries that use frozen foods. In addition, Vietnamese people also treat diseases with cuisine: using ginger, onions, pepper to treat colds, boiling bitter melon water to drink to treat diabetes, boiling grapefruit peel water to drink every day to treat high cholesterol...
Vietnamese people do not use much meat and fish in their meals, but prioritize vegetables and fruits to balance the amount of animals and plants entering the body. Because it is good for health, Vietnamese women have slimmer figures than women in countries that use a lot of protein such as European and American countries.
Question: Sir, do natural conditions and social culture shape the characteristics of regional culinary culture?
Answer: Yes. Regional cuisine is influenced by the natural conditions of that region. The characteristics of climate, soil, and terrain create the typical culinary products of this country compared to other countries, this region compared to other regions, this province compared to other provinces.
Question: Why is Pho considered the "national dish" and "culinary ambassador" of Vietnam?
Answer: Pho is a traditional Vietnamese dish that appeared in Hanoi during the French colonial period. Because the French liked to eat beef, the Vietnamese used stewed beef bones and gradually created this dish. Pho can replace the main meal of Vietnamese people. Pho is very good for health. The combination of starch in pho noodles,
Protein in beef and vegetables such as coriander, cinnamon, herbs, bean sprouts... provide complete nutrition for the body. The spices are used in harmony according to the philosophy of yin and yang and the five elements, with ginger, star anise, onion, coriander... ensuring the health of diners.
MINUTES NO. 2
Interview with Mr. PVG at 9:00 a.m. on November 1, 2019 at the Department of Culture, Sports and Tourism of Vinh Long.
Question: Vinh Long has many culinary specialties that are loved by tourists, but they have not been professionally exploited to serve tourists. What do you think about this issue, sir?
Answer: Exploiting culinary in tourism is an issue we are interested in and have many plans in the future to carry out this type of tourism.
We are currently building the Mekong Delta Rice Agriculture Museum in Vung Liem and we plan to build a model for processing culinary products from rice here to serve tourists.
Question: What is the specific implementation plan, sir?
Answer: The first thing we are interested in is My Hoa tofu skin. The craft village has existed for over 100 years. We plan to invite a representative of a household to come here to demonstrate the processing method, and at the same time prepare dishes made from tofu skin: soy milk, noodles with added tofu skin, stir-fried tofu skin or goat hotpot with tofu skin... to serve tourists.
Question: Besides bean curd, do you have any plans for other culinary specialties in Vinh Long?
Answer: What we are concerned about is that local specialties have not been directly supplied to tourists coming to Vinh Long, but are currently only for commercial purposes. Tourists buy local specialties along the roadside, without ensuring the origin, affecting the reputation of Vinh Long specialties and not ensuring food hygiene and safety.
MINUTES NO. 3
Interview with Mr. NCT at 2:00 p.m. on September 25, 2019 at the Vinh Long Province Tourism Promotion Information Center.
Question: With your experience in promoting culinary in Vinh Long over the years, please tell us about the advantages and difficulties in exploiting this product in culinary.
Answer: Over the years, we have promoted local culinary specialties at tourism events in Hanoi, Da Nang, Ho Chi Minh City and Can Tho. In these places, tourists love them and buy a lot, but we have encountered some difficulties:
- Fresh fruit cannot be preserved for long.
- Specialties are culinary ingredients that tourists do not care about because they like to try eating or drinking before buying.
- Production facilities are familiar with the commercial business model. Although there is financial support for facilities participating in tourism events, they are still not enthusiastic about participating.
Question: What do you think about building unique tourism products from local culinary specialties?
Answer: Building unique tourism products is an important goal and strategy for tourism development. Local culinary specialties are a tourism resource with great potential. However, with the current situation of saltwater intrusion, there is a risk of reducing the productivity and output of natural specialties. This is the biggest challenge if exploiting this type of tourism.
MINUTES NO. 4
Interview with Ms. VTKP at 10:00 a.m. on September 22, 2020 at the People's Committee of Thuan An commune, Binh Minh district.
Question: How many hectares of watercress are there in your area?
Answer: The area of watercress cultivation in Thuan An commune is 132 hectares. The most concentrated area is in Thuan An commune, Binh Minh district with 110 hectares, this is considered the largest watercress growing area in the Mekong Delta. The distinctive feature of Thuan An watercress is the small stem. Due to the suitability of the soil, the cabbage grown here is a bit spicy, crunchy, sweet, and has the right taste of watercress.
Question: Who was the first person to plant this tree here?
Answer: Watercress first appeared in this area when Mr. Hai Hanh in Thuan Thoi hamlet, Thuan An commune brought it from another locality to try planting. Realizing that the plant was suitable for the soil and had a delicious taste, the local people propagated it and formed a large specialized cultivation area as it is today.
Question: Is the output of watercress guaranteed by traders or do farmers have to find it themselves?
Answer: Output, traders guarantee to consume all daily output, consumed in Ho Chi Minh City and the Mekong Delta provinces, not imported abroad because the preservation time is not long.
Question: How much does watercress cost?
Answer: Retail price is about 20,000 VND/kg, price for traders is about 15,000 VND/kg.
Question: Before being separated, Binh Minh and Binh Tan districts were the same district. Have you heard of the dish raw sweet potato with fish sauce?
Answer: I heard my father say that sweet potatoes are grown a lot in the Southwest region because after only a few months of planting, they have tubers to eat and can be processed into many dishes: grilled, steamed with rice, cooked with sweet soup, boiled, dried for storage, mixed with rice or can be eaten instead of rice during wartime. During the war, raw sweet potatoes were often eaten together and later, after the war, people still ate them when going to the fields because it was convenient. This dish became a specialty of Vinh Long province, the main reason is probably because sweet potatoes in this land are more delicious than those in other localities. This dish is best when rolled with cassia leaves.
MINUTES NO. 5
Interview with Mr. NVT at 10:00 a.m. on September 15, 2020 at Bay Trung homestay, An Binh commune, Long Ho district.
Question: What dishes does your homestay serve to guests?
Answer: I serve many dishes, not a fixed menu like other homestays because most of the guests here are independent tourists who do not buy tours or follow any groups. So whenever there is something delicious, I cook it to treat the guests: sour soup with snakehead fish, sour soup with shrimp, braised fish, braised ribs, fried fish, fried shrimp, chicken salad porridge...
Question: As a homestay that specializes in serving international guests and has received many compliments from visitors about its food and drinks, when preparing dishes, do you change the spices to suit the tastes of international guests?
Answer: No. I season according to my family's normal taste. I just don't serve fish sauce dishes: braised fish sauce, raw fish sauce, steamed fish sauce... because these dishes have a strong smell, and I'm afraid it will upset my guests' stomachs, so I don't dare.
Question: Which dish do customers like the most among the dishes you cook?
Answer: Sour soup and boiled dishes.
Delicious sour soup must ensure the following elements: Harmony between sweet, salty, sour, and spicy flavors; vegetables cooked in sour soup must not be overcooked, still retaining the crispness of each type; meat and fish must be cooked enough to avoid being too tough or too soft; and a combination of colorful ingredients.
To cook the right sour soup, the pineapple must be sauteed first until fragrant, then use the noodle soup (because the broth is bone broth, dried shrimp and dried squid, so it is very sweet) to cook the soup for the best taste. For animals such as shrimp, prawns, the sourness from lemon should be used. Lemon should only be added to the broth after all the ingredients have been cooked and the heat has been turned off to avoid the appearance of astringency, at the same time, shrimp and prawns combined with lemon will become soft and mushy. Therefore, after boiling the shrimp, you must take it out and then add the vegetables and lemon juice as the last ingredient, when eating, decorate the surface of the soup to make it look nice.
For boiled animals, the pot of water must have MSG or seasoning powder added. The water for boiling beef and goat must have crushed lemongrass and ginger; chicken, duck, and pork must be left whole to retain its original sweetness. When cooked, take it out, let it cool, and chop or tear it into bite-sized pieces. To test the doneness, Vietnamese people use chopsticks to pierce the meat. If red liquid appears, the meat is not cooked. For boiled plants, put them in when the pot of water is boiling. After boiling, rinse with cold water or ice to help keep the beautiful color.
MINUTES NO. 6
Interview with Ms. NTHN at 7:00 a.m. on September 15, 2020 at Nam Thanh homestay. Question: At your homestay, do you usually prioritize available menus or randomly respond to guests' requests?
Answer: Most of the customers who buy tours (both international and domestic) prefer the available menu. Some tourists request to enjoy special dishes: snakes, birds, rats, bats... but the owner
mainly domestic customers. For international customers, these dishes are often requested to see each stage of preparation until the finished product and enjoy, so there will be two opposite effects: one is to enjoy and eat a lot, the other is to be afraid because of the way the ingredients are processed: smashing the head, peeling the skin, cutting open the stomach... so customers eat very little or do not eat that dish.
Question: What dishes do you usually cook for tourists?
Answer: Here, I often let tourists cook banh xeo. But the banh xeo is small enough for only one person because Western guests do not like to eat the same portion as others. Because guests do not have time, I have to prepare it in advance. Guests only need to fry the cake.
Question: What do you think about the attitude of tourists when participating in cooking activities at homestay?
Answer: Local food preparation activities are very well received by tourists. However, the implementation depends a lot on the tourists' free time because the tour program has been designed in advance. Therefore, culinary experiences are only supportive although tourists are very interested and want to do more.
Question: If you let tourists go to the market to buy food or go to the garden to pick vegetables and fish in the river and then let them cook the food themselves, and you are just the guide, do you think they will be excited to participate?
Answer: They really like it and they will definitely join. But I only apply it to tourists who travel on their own because buying a tour with a group of tourists does not give them much time to do it.
Question: What dishes should a daily meal have to be delicious and nutritious?
Answer: In my opinion, the word “delicious” should also imply “nutritious”. However, nowadays, in eating, there are foods that are delicious because of the way they are prepared to stimulate the taste buds but are not nutritious, and eating too much can even be harmful. There are also foods that are very nutritious but are only suitable for one person’s body, but not suitable for another person’s body. For example, when we were young, every time we reviewed for our final exams, my mother often cooked green bean and wood ear sweet soup with beef and blood cockle porridge for us to eat. My mother said that in the summer, eating green bean sweet soup is cool and refreshing, allowing us to study comfortably. Eating beef and blood cockle porridge is nutritious, giving us a clear mind and good results. When I grew up, I found out that my mother was right.
Question: What benefits do you think opening a homestay like this brings?
Answer: Since the province launched the homestay program, the households participating in family tourism have been very excited because they are participating and benefiting together. From the amateur music groups to the farmers on the island; especially some young people are willing to stay in the commune to work and participate in tourism, not leaving their hometowns to go to the city as much as before.
MINUTES NO. 7
Interview with Mr. NTD at 11:00 on September 23, 2020 at Vinh Sang tourist restaurant.
Question: Vinh Sang is most famous for its chicken hotpot (chicken cooked with chili). Can you share how to prepare this dish?
Answer: This dish is also simple: Clean the raw chicken, cut into bite-sized pieces. Saute the lemongrass, cut into pieces and mince the onion and garlic until fragrant, continue to put the pot of coconut water on the stove, season with sugar, salt, MSG, put the chicken in to boil until the chicken is cooked, then add the green chili, you must use the chili to create the strong aroma of the dish. Turn off the heat and add to the pot a mixture of lemon juice, a little good fish sauce, basil and take it off the heat. Do not add the lemon juice early because it will have an astringent taste. The characteristic of this dish is mainly the use of basil leaves, can be combined with mint, water spinach and banana blossom.
Question: So, according to you, what conditions are needed to make a delicious chicken hotpot?
Answer: To make this dish, you must use free-range chicken weighing about 1.5kg - 1.7kg so that the meat is sweet and tender. Clean the chicken and cut it into bite-sized pieces. Saute garlic, onion, and lemongrass with chicken fat instead of cooking oil (this way the chicken will be fragrant and have a beautiful golden color). When the chicken is firm, add fresh coconut water and cook until just cooked, season and turn off the stove. Add lemon juice to the broth (you must turn off the stove before adding lemon juice to avoid bitterness). When eating, add basil leaves and combine with vermicelli.
Question: I heard your family has a tradition of being chefs. Do you know if rich families used to have their own chefs?
Answer: According to my grandparents, in the past, landlords and factory owners had their own chefs, and their daily meals consisted of at least 5-6 dishes or more. Each dish was elaborately prepared with rare seasonal specialties. They ate in a private dining room with servants. Most of them were influenced by French culture, so their meals were also very elaborate!
Question: So is your family any different from other families in terms of daily meals?
Answer: I heard that in the past, my family was quite well-off in the neighborhood. We ate together every day. But when my grandfather was invited by his father (great-grandfather) to come to our house to teach him how to play the zither, he ate separately from the men in the house upstairs. From teaching to eating, he always wore a proper ao dai. My grandmother and her children ate in the house downstairs so it was more comfortable.
MINUTES NO. 8
Interview with Mr. VTK at 7:00 a.m. on September 22, 2020 at Cuu Long A restaurant, Ward 1, Vinh Long city, Vinh Long province.
Question: As the head chef of Cuu Long A restaurant, what do you think about the taste of Western people?
Answer: Westerners, especially Vinh Long, prefer sweets, so local dishes must be more sweet. We mainly use coconut water, rock sugar, vegetables, or animal bones for this sweetener. We limit the use of granulated sugar and MSG because they are not good for health.
Question: Is the taste different for international guests than for domestic guests?
Answer: For international guests, we season the food blander than for domestic guests, and do not use as many spices as domestic guests.
Question: As a trained chef, how many fermentation methods are there in cooking and which method is the most popular?
Answer: There are three main fermentation methods: lactic fermentation, probiotic fermentation, and ethanol fermentation.
- Lactic fermentation: applied to fermenting dairy products: yogurt, sour milk... This is the process of converting sugar in milk into lactic acid after fermentation. In addition, this method is applied in pickling vegetables and fish sauces.
- Probionic fermentation: is the product of the conversion of lactic acid and lactate salts under the action of microorganisms. This method is applied to create bread.
- Ethanol fermentation: produces alcoholic beverages: beer, wine.
Of the three forms above, lactic fermentation is the most commonly used method, dominating fermented Vietnamese dishes, which are classified into two groups:





![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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