is focusing on selecting young human resources suitable for the nature of the job.
dynamic and creative
Classified by position
From the table, it can be seen that the number of employees classified by positions tends to increase over the years, showing that the company has increasingly expanded in scale and developed more business areas, requiring human resources to ensure the operation of the organizational apparatus, control business activities and perform necessary tasks.
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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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General Comments on the Current Status of Credit Risk Management and Factors Affecting Credit Risk Management at Vpbank -
Current Status of Factors Affecting Credit Risk at Vietnamese Commercial Banks in the Period 2008 - 2016: -
Current Status of Credit Rating of Corporate Customers at Asia Commercial Joint Stock Bank - Hue Branch -
Factors Influencing and Current Status of River Tourism Development in Da Nang City
The number of employees holding specialist positions was 39 people, accounting for 36.5% in 2018, increasing to 45 people in 2019, an increase of 15.4%, and increasing to 80 people in 2020, an increase of 77.7% compared to 2019. The increase in the number of specialists is explained by the nature of the company's work at the Head Office in implementing business lines with different products and requiring a team of professional specialists in charge. The number of employees who are technical workers/general workers accounted for the largest proportion, respectively 41.1% in 2018, 54.8% in 2019 and 43% in 2020.
2.2. Current status of factors creating satisfaction at Asia Investment Joint Stock Company
Pacific (Apec Group) – Head office in Hanoi.
2.2.1. Salary
2.2.1.1 Salary policy
The company's "Happiness" business philosophy is reflected in the salary policy. The value of happiness, in addition to spiritual value, is material value. The company always desires and creates conditions for employees to have a salary commensurate with their capacity. The company believes that: The development of the enterprise goes hand in hand with the happiness of each employee in the company. Besides, happiness comes not only from spiritual values but also from adequate and commensurate material values.
Salary plays a very important role for workers, it has the effect of compensating for the labor of workers. At the same time, salary also has a great effect in motivating workers to work with peace of mind. Workers can only feel secure to devote all their efforts to their work if that work brings them enough money to cover their living expenses and develop their family economy.
The company has a very clear and specific salary policy and ensures compliance with the law.
state
Salary calculation formula
SALARY = BASIC SALARY + KPI BONUS + SHIFT MEAL ALLOWANCE
+/ Negotiable salary = Basic salary + KPI bonus
+/ Basic salary = KPI bonus = 50% Negotiable salary
+/ Meals: 25,000 VND/day (Not applicable for Part-time, interns do not have to pay)
salary ...)
This formula is applied monthly, paid from the 10th to the 15th of each month and paid through BIDV account.
According to information provided by the Accounting Department, the average salary of the entire company
Company's revenue in 2019 is 14.39 million VND.
Deductions
About personal income tax:
- 10% for probationary period, apprenticeship, and collaborators.
- Progressive when signing Labor Contract.
- Register Dependents at the end of probation to reduce tax payable. Regarding Social Insurance:
- Start paying when signing the official labor contract
- 17.5% of salary for social insurance contribution
About Union Fees:
Accounts for 1% of salary for social insurance contribution, is collected on behalf of the Trade Union organization and has
effective upon signing of the official contract.
Regarding salary evaluation and increase regulations: The company has a policy of annual salary increase and a quick review period within 3 months.
The salary policy shows that the company always creates conditions for employees to develop themselves and create opportunities for them to advance. Encourage employees to work actively.
2.1.1.2. Bonus policy
In addition to the salary paid to employees, the company always focuses on rewarding to motivate employees in their work. The company's management board always holds meetings to review and evaluate the work and achievements of individual employees every month to have appropriate reward policies.
The company gives cash bonuses on holidays such as: New Year, Liberation Day & International Labor Day, National Day. Year-end bonus on Lunar New Year: 13th month and according to the company's production and business results. In addition, the company also organizes annual vacations for its employees.
Specifically, regulations on bonuses for holidays, Tet, and days of the year:
- New Year's Day 1/1, April 30 and May 1 and National Day 02/09: On these days, company employees receive full salary (Salary based on seniority), bonus level depends on the company's business situation at that time.
- Annual vacation: Every year the company rewards employees by organizing tours or rewarding the actual cost of approved vacations, the costs enjoyed
based on seniority at the company. Employees are not paid for vacation days and will be counted as leave.
- Annual bonus (Lunar New Year): on Lunar New Year every year, employees will receive full salary. The bonus level is decided by the Board of Directors based on the business situation each year and the evaluation of each individual's performance during the year (Bonus
= Position + Seniority + Rating).
- Bonuses for special occasions of each individual such as marriage, maternity, birthday, organizing meaningful parties and giving gifts at the company on days such as International Women's Day, Children's Day 01/06, etc.
- In addition to cash and gift bonuses, the company also applies a policy of rewarding employees with membership cards for sports activities such as yoga, soccer, swimming, etc. This form will be applied depending on the employee group in the company.
In addition to the above bonuses, the company also honors outstanding individuals and groups who have made outstanding efforts and contributions during the year.
It can be seen that the company's reward regulations are very clear, which has contributed to motivating employees and departments to work actively to improve productivity. The company always cares about its employees, building specific policies for employees to best meet the material and spiritual needs of employees, stimulating employees to devote themselves to their work, contributing to building an increasingly rich, prosperous and happy enterprise. (Details on the reward policy are presented by the author in Appendix 2).
2.2.2. Working conditions
With a business philosophy aimed at serving employees, the management always pays attention and creates the best working conditions for its employees by paying attention to creating a comfortable working environment and fully equipping necessary and timely equipment, suitable for the nature of the work of the departments.
The headquarters is a 1300m2 office complex , next to the main areas:
In addition to the working area and 04 meeting rooms, the office also integrates rooms for activities.
Activities to help employees relax such as meditation room, reading room, yoga room, table tennis room, foosball room, etc.

Figure 2.2 Room for playing table football, table tennis, yoga, gym
(Source: Administration - Human Resources Department)
Here, all departments are designed with soundproofing systems to reduce noise and create a quiet working environment between departments. In addition, the floor is also carpeted to limit noise when walking, ensuring a quiet space for everyone to concentrate on work.
The company also focuses on and builds a system of flower pots and ornamental plants in all offices to create fresh air and a comfortable feeling for its employees (see Figure 2.3). The working environment here is also always guaranteed to be clean when there is a department of workers cleaning every day.

Figure 2.3. Human resources department office
(Source: Administration - Human Resources Department)
From the image of the office, it can be seen that instead of designing a modern but rigid office, it aims for a cool, spacious working environment, bringing employees back to the rustic, simple space in the "Contemporary Vietnam" space with a green office full of trees. The office is designed in an open architecture with a beautiful overall, the event rooms and meeting rooms are all designed to be most suitable and fully equipped for work.
The working hours of employees are 5 days from Monday to Friday: Morning from 8am to 12pm, afternoon from 1pm to 5:50pm. For the sales and telesales departments, the working hours can be more flexible and can be worked in the evening and can be compensated for overtime.
In general, the company pays great attention to ensuring the best working conditions for its staff in terms of time, facilities, space and working spirit, creating a comfortable working environment for employees to best develop their capacity and perform well at work.
2.2.3. Corporate culture.
The company's culture focuses on four main contents, the first is Respect - Sharing - Connecting - Dedication, the second is working in a happy and creative environment, the third is promoting social responsibility and community benefits, and the fourth is writing with the company the profound truth of humane life. These cultures are concretized by the actions that the company has, is and will implement:
Morning talk every morning. This is a very useful activity that creates a good habit for employees in the morning to improve their health, create excitement to start a working day and has been implemented for 5 years. The company's working hours start at 8am and this is also the starting time of Morning talk. After finishing the group exercise, every day, employees in the company will take turns coming up and sharing good stories in their lives, sharing their knowledge, experiences, good books, experiences, etc. with everyone. In addition, this activity helps the leadership to share development directions or convey upcoming messages of the company.
The vow and the determination shout . The vow is like a thank you and appreciation for the life and work that all employees are doing. The determination shout activity helps everyone to improve their spirit and motivates everyone in the company.
Exercise. Employees organize team exercises in the afternoon, do gym, yoga, etc., creating a healthy culture in the company. And this activity will be evaluated through weekly reports sent to the company. In addition, the company also has gyms right in the headquarters to encourage employees to exercise, as well as help employees reduce stress after work.
Reading. Company policy requires that employees read at least one book each month and write their thoughts in their monthly reports. This is a mandatory activity and has created a very healthy reading culture in the company.
Sharing knowledge with the community. “Business is service” means bringing true value to the community and society. Through this philosophy, the company has not hesitated to share knowledge with the community through very specific activities such as: Chairman of the group
Nguyen Do Lang shared about “Pride of Vietnam” with students at Ton Duc Thang University in Ho Chi Minh City, sharing sessions with students, universities about career orientation, sharing experiences for employees…. To spread knowledge to the community.
Action for the community. Within the philosophy of "Happiness is serving society", serving here is understood as besides serving employees, partners, customers, there is also serving the community through volunteer activities. The company established an enlightenment fund in October 2016 and up to now the fund has been operating and bringing good values to the community through actions: Organizing Tet celebrations in the highlands of Lai Chau, donating blood, the 0 VND happy supermarket project for people in difficult circumstances during the Covid 19 season in some provinces and cities, happy libraries, ... all wishing to spread good values in terms of food, knowledge, learning, ... for all ages.
Releasing fish and meditating. Releasing fish is an activity held on the 15th and 1st of every month to reduce bad karma and sow more good karma. This is a humanitarian activity and helps employees feel comfortable and peaceful in their souls. On a special occasion, employees in the company will be invited to the abbot of the temple to guide meditation. This activity is very good for health, helps people to calm down, and reduce stress with life problems. These are not mandatory activities, but receive enthusiastic participation from employees.
The company's culture can be summed up in the phrase "Happiness and service". Bring happiness and service to every employee in the company, build the company as a second home, so that the time working for the company is shared together, strived together and passionate about the job, bringing happiness and service to partners and customers.
2.2.4. Promotion and training opportunities
2.2.4.1. Promotion opportunities
Recognizing the importance of employee advancement, the company always focuses on promotion and creates fair promotion opportunities for employees.

![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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