Regarding specific measures to control the abuse of dominant market position in the petroleum business applied by countries, they can be divided into three main groups:
First, by the provisions of competition law.
This is the most effective measure of the State to control the abuse of dominant market position because this is the measure with the highest enforcement effect that the State forces entities to comply with. The United States can be said to be one of the countries that enacted the earliest competition law in the world (Sherman Law of 1890), this is the first anti-monopoly law passed by the states before becoming a Federal law, which has provisions on abuse of market power. In addition, these provisions are also of interest in the legal system of each state. US law does not restrict market participation including import and distribution, but requires separation between oil refining and retail activities to prevent abuse of dominant market position by oil companies. Demand in the United States is relatively stable at a high level and large enough to create competition between import and distribution companies [41]. The US does not intervene directly in the market but through the operation of the strategic reserve fund. Although the State intervenes at a minimal level in the petroleum business market, businesses still have to comply with general regulations on consumer protection and anti-competitive practices.
In addition to US law, the competition law systems of other countries and regions in the world also provide specific regulations on this behavior, such as Article 82 of the Treaty of Rome, ... Through that, it can be seen that the laws of countries have soon recognized the need to issue regulations to regulate the behavior of abusing a dominant market position. For Vietnam, right now
Since the promulgation of the Competition Law in 2004, lawmakers have also issued regulations to regulate this behavior (Article 13 - prohibited acts of abuse of dominant market position). To date, over one hundred countries and regions in the world have issued competition laws, including regulations to limit certain anti-competitive behaviors of dominant market enterprises.
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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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By providing regulations related to dominant market position, the Competition Law has played an important role in preventing and handling enterprises that abuse their dominant market position, thereby ensuring transparency and effective operation of the market, ensuring equality among enterprises participating in the petroleum market.
Second, administrative-economic measures

To control abuse of dominant market position in general and anti-competitive practices, the State may apply administrative-economic measures. Measures in this group include:
Eliminate State preferences for some enterprises: The dominant position of an enterprise may be due to the enterprise's own capabilities or to the preferences of state management agencies. In the second case, enterprises may take advantage of the preferences of state agencies to carry out acts of abusing their dominant market position that are difficult to detect. Therefore, state management agencies need to create fair competition among enterprises by eliminating unreasonable preferences for enterprises, especially state-owned enterprises.
Tax policy: High tariffs will affect the competitiveness of goods and thus reduce the quantity of goods consumed. When taxes are higher, both businesses and consumers have to consider their activities. For the business sector that is closely linked to the economy and
In the case of the petroleum business, the use of tax policies will be an effective measure of the state. However, in a market with a dominant enterprise, the tax burden will generally fall more on consumers and therefore needs to be applied with extreme caution.
Price control policies: The State can prohibit and reduce the pricing power of enterprises with market power to prevent dominant enterprises from setting prices too high or too low, causing damage to customers and consumers. However, intervention in the pricing power of enterprises must be based on the specific situation of the market, and ensure the interests of enterprises. In the Asian region, Thailand is a country that uses price control policies as an effective measure to control the abuse of dominant market position in the petroleum business sector through regulating ceiling prices to protect the interests of consumers when the price of petroleum products fluctuates highly, avoiding the phenomenon of sellers pushing up prices, causing damage to consumers.
Although divided into the above measures, in reality, the measures are always closely related to each other, especially the regulations of the competition law system are always effective tools and forms of expressing the policies and regulatory measures of the state towards the petroleum business market.
Chapter 1 Summary
Regulations on controlling the abuse of dominant market position are a fundamental content in the competition law system. For the petroleum business market, which is a field that has a wide impact on the economy as well as the lives of each citizen, controlling this behavior becomes even more necessary. The State can control the abuse of dominant market position in the petroleum business through various measures, but the most effective measure is through the competition law system. Most countries' laws allow many entities to participate in petroleum business activities to ensure a healthy competitive environment, while at the same time there is a certain level of regulation by the State for a sensitive capital market such as the petroleum business market.
Chapter 2
CURRENT STATE OF CONTROL OF ABUSE OF DOMINANT MARKET POSITION IN THE FIELD
PETROLEUM BUSINESS IN VIETNAM TODAY
2.1. CURRENT STATUS OF VIETNAMESE LAW ON CONTROL OF ABUSE OF DOMINANT MARKET POSITION IN THE PETROLEUM BUSINESS SECTOR
2.1.1. Determining market dominance
Vietnam's competition law does not provide a specific definition of an enterprise with a dominant market position. Instead, Article 11 of the 2004 Competition Law stipulates:
An enterprise is considered to have a dominant market position if it has a market share of 30% or more in the relevant market or is capable of significantly restricting competition [28]; and a group of enterprises is considered to have a dominant market position if it acts together to restrict competition and falls into one of the following cases: (a) Two enterprises have a total market share of 50% or more in the relevant market; (b) Three enterprises have a total market share of 65% or more in the relevant market; (c) Four enterprises have a total market share of 75% or more in the relevant market [28].
Thus, determining the dominant market position in the petroleum business market according to Vietnam's competition law is based on the following factors:
2.1.1.1. Determining the relevant market
Vietnam's Competition Law introduces the concept of relevant market in a enumerative manner. According to the Competition Law 2004:
Relevant market includes relevant product market.
and relevant geographical market: (a) Relevant product market is the market of goods and services that can be substituted for each other in terms of characteristics, intended use and price; (b) Relevant geographical market is a specific geographical area in which there are goods and services that can be substituted for each other with similar competitive conditions and that are significantly different from neighboring areas [28, Article 3, paragraph 1].
Decree No. 116/2005/ND-CP dated September 15, 2005 of the Government detailing the implementation of a number of articles of the Competition Law also provides specific methods for determining the relevant market. Accordingly, the determination of the relevant market will be based on the following factors:
First, the relevant product market (product substitutability)
When products are substitutable, it means that they serve the same market need. The two criteria for assessing the substitutability used by the Vietnam Competition Law are (i) the nature of the product expressed through the characteristics and purpose of the product and (ii) the reaction of consumers when there is a change in the price of related products. The types of products in the current petroleum market in Vietnam include:
+ Gasoline products: Gasoline or fuel for gasoline engines is a mixture of many different compounds, including two main groups: hydrocarbons and non-hydrocarbons. Engine gasoline is a carefully selected mixture of several components, combined with several additives to ensure the operating requirements of the engine under actual operating conditions. Along with the increase in the number of gasoline engines, the demand for gasoline fuel is increasing rapidly, at the same time bringing with it the risk of increasing toxic waste, affecting human health and the living environment. Therefore, gasoline products not only need to meet the requirements of combustion efficiency, thermal efficiency but also must ensure the requirements of environmental protection. Currently, on the market
Vietnam only has unleaded gasoline, mainly RON 95 and RON 92 gasoline. In addition, our country is implementing the sale of bio-fuel (a type of gasoline mixed with a ratio of 5% ethanol alcohol and 95% regular RON 92 gasoline) in some localities. In terms of usage, motor gasoline is mainly used for internal combustion engines, including 4-stroke and 2-stroke engines. All types of machinery and equipment operating on internal combustion engines can use RON 95, RON 92 gasoline and bio-fuel as fuel. In terms of product prices, the prices of these three types of gasoline often differ by about 2.5-4% (for example, in September 2014, the price of RON 95 gasoline compared to the other two products often maintained a price difference of 2.5%). These three types of gasoline can be substituted for each other in terms of price. This group of petroleum products has a purpose of use and a price that is relatively different from the market of other petroleum products, so they are grouped into one group when analyzing the related product market. Determining the specific related product market depends on each case [17, p.337].
+ Diesel: This is a liquid fuel, heavier than kerosene and gasoline. Diesel is a product of the direct distillation of crude oil, with all the physical and chemical properties suitable for diesel engines without having to apply complex chemical transformation processes. Currently, in the Vietnamese market, there are mainly two types of diesel: the type with a sulfur content of 500mg/kg (DO 0.05S) and the type with a sulfur content of 2500 mg/kg (DO 0.25S). The two types differ mainly in the sulfur content in the fuel. This is also the most important concern for diesel engines, because sulfur through the combustion and oxidation process, if in contact with water, will form acid that corrodes the engine, causing deterioration of the engine's lubricating oil. Basically, diesel fuels can be used interchangeably depending on the user's consideration of the durability of the equipment, engine and cost, fuel price. The
Equipment, machinery, and vehicles operating on diesel engines can all use DO 0.05 and DO 0.25 oil products as fuel. In terms of price, the price difference between these two products is not large and can be replaced by each other in price (for example, at the time of September 2014, the price difference between these two products was only about 0.002%).
+ FO oil: Fuel oil is often called furnace fuel because this type of fuel is often used to provide heat in industrial furnaces. Fuel oil is divided into two types: light fuel oil and heavy fuel oil. Light fuel oil is often used to run agricultural machines, while heavy fuel oil is often used to provide heat in industrial furnaces and heavy vehicles. In our country, FO oil is mainly imported and distributed for industrial and transportation purposes.
+ Aviation fuel: Aviation fuel used in Vietnam is Jet A1. This type of fuel is used for aircraft and rockets that use gas turbine jet engines to provide energy for the aircraft and control various engine parameters [17, p.340].
Second, identify the relevant geographic market.
This is essentially the determination of the geographical area where products can be substituted for each other, that is, finding the basis to assess whether consumers are willing to switch from buying a product in one location to buying a similar product in another location. When an item in this location increases in price, if consumers want to move to another area to buy a similar product, they will have to think about shipping costs, travel costs, etc. If they accept this increased cost to buy a similar product in another area, these two areas are considered to be in the same relevant geographic market, and vice versa. The level of shipping costs and shipping time between locations in the same area is assumed to be acceptable to consumers if





![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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