CHAPTER 3. CURRENT STATE OF COST MANAGEMENT ACCOUNTING FROM THE PERSPECTIVE OF SOCIAL RESPONSIBILITY IN HOSPITALS
BINH DUONG PROVINCE DEPARTMENT OF OBSTETRICS AND GYNECOLOGY
3.1. Formation and development process
Binh Duong Obstetrics and Pediatrics Hospital (Hospital) belongs to Y Tam Giao Company Limited, located at 455 CMT8, Phu Cuong Ward, Thu Dau Mot City, Binh Duong Province, website: https://benhvienpsnbd.com.vn/ , phone: 0274.3836.042 | Fax: (0274)3859580
Email: bvpsbinhduong@yahoo.com
The predecessor of the Hospital is Binh Duong Semi-Public Obstetrics and Gynecology Hospital, established and operated by the People's Committee of Binh Duong Province since June 30, 2001. After 11 years, the semi-public hospital has been steadily progressing with a stable organization including clinical, paraclinical departments and functional departments to serve patients, creating a convenient and secure medical facility for customers to come for examination and treatment thanks to good basic techniques, advanced technology development, and nursing care that focuses on customers and patients. In addition, the hospital has also gradually improved the favorable working environment for medical staff so that they can develop their professional expertise and have a long-term commitment to the hospital.
From January 1, 2012, due to the state policy of abolishing semi-public, the People's Committee of Binh Duong Province decided to convert the hospital model from semi-public to Y Tam Giao Company Limited and from then on the hospital changed its name to Binh Duong Maternity and Pediatrics Hospital, with the financial accounting method according to the enterprise but the organizational structure is similar to before, the only difference is that it develops more and faster in terms of bed size, high technical stature and service attitude.
Currently, the hospital has nearly 200 beds with 6 clinical departments, 4 paraclinical departments and 4 functional rooms. The team of enthusiastic and experienced doctors, clean, comfortable and luxurious facilities and rooms, along with modern equipment will make customers satisfied when coming to see a doctor or receive treatment here. Thanks to the good quality of treatment, safety, attentive nursing care, and hospital fees suitable for all economic sectors, Binh Duong Obstetrics and Pediatrics Hospital has attracted
With a stable customer base, not only in the province but also attracting customers from neighboring provinces such as Binh Phuoc, Tay Ninh, Dong Nai, it is a reasonable choice for customers who need examination and treatment of obstetrics and gynecology and pediatrics in the area.
Some achievements in recent times:
From 2013 to 2017, medical examination admission increased by 30% after 5 years, an average increase of 6%/year; the rate of women giving birth at the Hospital increased by 31% after 5 years, an average increase of 6.2%/year; to ensure service quality, the rate of medical staff at the Hospital also increased by 18% after 5 years.
The Hospital's key specialized fields have seen significant growth in quantity and quality. The growth rate of In Vitro Fertilization (IVF) increased by 95% after 5 years, an average increase of 19%/year; The success rate of IVF increased from 7.5% (2013) to 51.3% (2017), equivalent to the success rate of In Vitro Fertilization (IVF) at infertility treatment centers in the world and the region. Other infertility treatment methods also achieved a growth rate of 29% after five years, an average increase of 6%/year, with a success rate of 26.4% (IUI).
The rate of successful care and feeding of extremely premature infants (under 28 weeks of gestation) increased from 57% (in 2013) to 66.6% (in 2017), reducing the mortality rate of extremely premature infants to 33.4%. The mortality rate of premature infants (from 28 to 32 weeks of gestation) also decreased from 13.5% to 9.0% after 5 years. The rate of successful care and feeding of extremely low birth weight infants (under 1000g) reached 57.14%; equivalent to the Neonatal Unit Centers at major hospitals across the country.
In the past 5 years, the hospital staff has been awarded 102 Certificates of Merit and Certificates of Merit of various types by the People's Committee of Binh Duong Province and the Department of Health of Binh Duong; 6 individuals were recognized as Emulation Fighters at the grassroots level, 1 individual was recognized as Emulation Fighters at the provincial level. In particular, in 2017, Doctor Huynh Thi Kim Chi, Director of the Hospital, was awarded the Third Class Labor Medal by the President of the Socialist Republic of Vietnam for her achievements and contributions to the cause of public health care. With the good feelings that patients and customers have given to the Hospital, all staff of Binh Duong Obstetrics and Pediatrics Hospital vow to make continuous efforts to contribute to the development.
Binh Duong province's health sector and worthy of the trust of local people as well as the Southeast region.
3.2. Organizational and operational characteristics
3.2.1. Operating characteristics
Currently, Binh Duong Maternity and Pediatrics Hospital includes the following activities:
after:
Medical examination and treatment activities are activities that mainly include medical examination and treatment activities.
Outpatient treatment
Roomexamination
Patient admission
Emergency room
Inpatient departments
Patient discharged from hospital
Emergency resuscitation
CLINICAL
Surgery
medical examination and treatment for patients with health insurance, patients without health insurance and medical examination and treatment upon request. Medical treatment activities include inpatient and outpatient treatment activities for patients.
PARACLINICAL
Diagnostic imaging | ||
Testing Functional exploration | ||
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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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Diagram 3.1: Description of examination and treatment activities at the hospital
(Source: Administrative Organization Department of Binh Duong Maternity and Pediatrics Hospital)
(1) Admit patients to the clinic or transfer them to the emergency room
(2) and (3) Transfer patients to inpatient departments after examination or emergency care.
(1) and (5) Outpatient treatment indications.
(6) Assign patients to perform technical services (DVKT), surgery, etc.
(7) Provide drugs, medical supplies (MPS), and chemicals to departments/offices to perform professional tasks.
(8) The patient is discharged from the hospital and completes the discharge payment procedures.
Hospital training activities, including:
Continuous training, technology transfer for health workers. Rotation training for newly graduated doctors and nurses. Training to issue practice certificates.
Specialized training for doctors and nurses. Preclinical training.
Manage medical college students to practice at the hospital.
Training can be done in-house on models or directly examining patients or in classroom training.
Scientific research activities, in recent times, science and technology in the medical field have achieved many important achievements, the results have been successfully applied in diagnosis, treatment and prevention of human diseases such as: Application of stem cells in treatment, endoscopic surgery, diagnostic imaging, etc.
Disease prevention: Along with medical examination and treatment, disease prevention is also an important task of the hospital. Disease prevention propaganda for the people is a necessary task, it will reduce the rate of disease in the people, reduce medical costs, contribute to preventing the spread and damage caused by epidemics in case of outbreak by propagating to all staff, relatives of patients at the hospital information about epidemics, ways to prevent and promptly implement instructions, announcements of the Ministry of Health and epidemics.
International cooperation: To acquire modern technical knowledge, the hospital expands cooperation with countries around the world and the region to acquire advanced techniques, apply them to medical examination and treatment, scientific research and training. Nowadays, international integration and enhanced international cooperation are the path to medical modernization. People can enjoy high-tech services, early detection of difficult diseases, and reduce mortality rates. Specifically: Organizing reporting sessions,
Exchanging expertise with leading experts in surgical fields from various medical backgrounds, the wastewater treatment project has come into practical operation.
It can be seen that the due attention paid to international cooperation has helped strengthen relationships with colleagues and friends around the world, promoting the strengths of each Hospital in taking the lead in cooperation and developing advanced and modern techniques as well as enhancing professional capacity and facilities.
Economic management in hospitals: Strictly implement Decree 60 and State regulations on hospital budget revenue and expenditure, gradually organize and implement accounting for medical examination and treatment costs in hospitals, especially in the current situation of financial autonomy and self-responsibility.
Funding for these activities is mobilized from three sources: State budget, revenue from medical examination and treatment services and joint ventures. Each hospital has its own specific operations with different scales and different proportions of revenue sources.
Implementing the autonomous mechanism, aiming to promote and make the most effective use of existing facilities, activities in hospitals include many different activities and are divided into two basic groups: career activities and production and business activities. On the principle of compensating for revenue and expenditure, with accumulation for development but subject to the management and regulation of the State, production and business activities are mainly medical examination and treatment on demand. In addition, to serve the main professional activities at the hospital, it is necessary to organize other auxiliary activities such as parking, laundry, catering, patient transport vehicle rental, etc. Organizations and individuals trading in medical equipment install equipment, hospitals organize medical examination and treatment on demand. Each party calculates its own costs, divides income according to the level of participation of the parties according to the agreement, the ratio of benefits between the hospital and the partner is usually 3/7 or 4/6 calculated on the difference between revenue and expenditure. Accounting for expenses and common income, depending on each hospital, can be directly monitored by the hospital or assigned to partners, dividing responsibilities and benefits before executing the contract.
The installation of diagnostic and treatment equipment is aimed at socialization, medical examination and treatment activities can also be carried out in other forms such as:
contribute capital to open clinics, carry out medical examination and treatment projects, detect diseases early, etc. For large hospitals, they often organize medical examination and treatment departments according to specific requirements. Other hospitals do not organize medical examination and treatment departments according to specific requirements but combine them with medical examination and treatment activities in the form of beneficiaries.
The personnel directly or indirectly performing medical examination and treatment activities on demand are mainly part-time, only a small part is specialized in performing service functions. A part of the personnel is obtained through cooperation with outside sources, which are experts and good doctors currently working at hospitals, universities and other units.
3.2.2. Organizational characteristics
At Binh Duong Maternity and Pediatrics Hospital, a specialized hospital in the province, the number of staff is about 200 people divided into 15 departments. The hospital's management system is organized according to a direct model. The top is the Board of Directors, below are the departments. The management is shown in the following diagram:

Diagram 3.2: Management apparatus at Binh Duong Maternity and Pediatrics Hospital
(Source: Administrative Organization Department of Binh Duong Maternity and Pediatrics Hospital)
Depending on the financial autonomy, hospitals have the right to autonomy in organizational structure and staffing at different levels. The Director and Deputy Director are appointed, reappointed, transferred, transferred, dismissed and removed from office by the Provincial People's Committee according to the provisions of law. The hospital is allowed to decide to establish, dissolve or reorganize departments, offices and other affiliated organizations based on the approval of the Ministry of Health, to establish different organizations and centers, to create conditions for better management of hospital operations, to motivate staff, civil servants and employees at the hospital to work effectively, ... to establish councils (science - technology council, drug - treatment council, ...) to carry out political tasks according to the provisions of law. The functions, tasks and working relationships of departments, offices, centers and other organizations under the hospital are decided by the Director and depending on the functions, tasks
Each hospital's services and the establishment of these departments are also different, including clinical and paraclinical examination and treatment departments that perform examination and treatment according to each specialty and patient group.

Diagram 3.3: Organization of accounting department of Obstetrics and Pediatrics Hospital
The accounting department performs all functions, plans, administrative management, establishes standards for medical supplies consumption, stores and compiles statistics on professional activities, encodes records, and accounts for medical supplies consumed for each medical record, and performs the functions of management accounting. The organization of the accounting apparatus is a combination of financial accounting and management accounting. At Binh Duong Maternity and Children's Hospital, the chief accountant is responsible for the general and specific aspects of management accounting, including: Preparing revenue and expenditure estimates; Managing revenue and expenditure, revenue and expenditure of hospital services; Analyzing information to provide financial advice to the hospital's Board of Directors; and Preparing reports.
3.2.3. Characteristics of hospital financial management mechanism
Implement the financial management mechanism according to Decree 16/2015/ND-CP dated February 26, 2015 of the Government on "regulations on autonomy, self-responsibility for performing tasks, organization, staffing and finance for public health units". Binh Duong Maternity and Pediatrics Hospital implements the accounting regime, invoice regime, voucher regime, accounting books, financial reporting regime according to legal documents on accounting and regulations on state budget, financial policies, and related taxes including:
- State Budget Law No. 83/2015/QH13 dated June 25, 2015;
- Accounting Law No. 88/2015/QH13 dated November 20, 2015;
- Decree No. 174/2016/ND-CP dated December 30, 2016 of the Government detailing and guiding the implementation of a number of articles of the Law on Accounting;
- Circular 107/2017/TT-BTC dated October 10, 2017 of the Ministry of Finance on guidance on administrative accounting regime.
- The currency used in accounting records is Vietnamese Dong;
- Currently, the hospital is applying the form of accounting with vouchers; depreciation of fixed assets according to the periodic method on December 31 every year, and taxes according to the direct method. On that basis and depending on actual operations, accountants can open additional level 2 and level 3 sub-accounts for accounting purposes.
- From 2018, according to Circular No. 107/2017/TT-BTC guiding the administrative accounting regime, financial reports are made according to the annual accounting period, not quarterly reports as previously prescribed, the deadline for submitting financial reports is within 90 days from the end of the annual accounting period. Report





![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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