procedures to identify, measure, control and mitigate credit risk. These policies and procedures should address credit risk across the bank's operations at the individual credit level as well as at the portfolio management level.
Principle 3: Banks should identify and manage credit risk arising from all products and activities. Banks should ensure that the risks of new products and activities are controlled and implemented in accordance with appropriate risk management processes before they are launched or implemented and are approved in advance by the Board of Directors or an appropriate committee.
These principles require banks to establish an appropriate credit risk management environment, or in other words, to determine the bank's risk tolerance or risk appetite.
* Follow a sound credit granting process
Principle 4: Banks must operate within clearly defined and effective credit granting criteria. These criteria should include clear indicators of the bank's target market and a thorough understanding of the borrower or counterparty, the customer's repayment capacity, and the purpose and structure of the credit.
Principle 5: Banks should establish aggregate credit limits for each customer or counterparty, or group of related customers, aggregated by different risk categories in a meaningful and comparable manner both in the banking and trading books and both on and off the balance sheet.
Principle 6: Banks should have clear procedures for approving new, amending, reissuing or refinancing existing credits.
Principle 7: Credit granting must be conducted on the basis of prudence and objectivity. In particular, credits to related companies and individuals must be monitored and paid special attention and appropriate measures must be taken to control and minimize risks in lending.
* Maintain a proper credit measurement, control and administration process
Principle 8: Banks must have a system in place to regularly and continuously manage and monitor their portfolio of risky loans.
Principle 9: Banks should have a system for monitoring the condition of each credit facility, including determining the adequacy of credit risk provisions.
Principle 10: Banks should have an internal credit risk assessment system to manage credit risk. The rating system should be consistent with the nature, size and complexity of the bank's operations.
Principle 11: Banks must have information systems and analytical techniques to assist managers in measuring credit risk arising from on- and off-balance sheet activities. Management information systems should provide sufficient information on the composition of the credit portfolio to identify credit risks due to concentration in a single industry or sector.
Principle 12: Banks must have a system for monitoring the overall structure and quality of their credit portfolio.
Principle 13: Banks should fully assess possible future changes in economic conditions when reviewing each credit facility and its loan portfolio and should assess the level of credit risk under worst-case conditions.
* Ensure adequate control of credit risk
Principle 14: Banks must establish a system for independent and continuous review and assessment of the bank's credit risk management process, and the review results must be reported directly to the Board of Directors and the Executive Board.
Principle 15: Banks should ensure that the credit granting function is properly managed and that credit risk is controlled within internal limits and standards. Banks should establish and implement a system of internal controls and practices.
other to ensure that exceptions to policies, procedures and limits are reported in a timely manner to the appropriate management level for action.
Principle 16: Banks must have an early warning system for credit deterioration, management of problem loans and similar bad debt cases.
* Credit risk monitoring
Principle 17: Supervisors conduct independent assessments of the bank's strategies, policies, procedures and compliance with respect to credit granting and credit risk management.
1.2.3. Content of credit risk management
1.2.3.1. Credit risk identification
Banks identify risks by monitoring, reviewing, evaluating, and researching industries, exchange rate trends, international trade transactions, market factors, and credit processes to compile statistics on types of credit risks that have occurred (past data), then classify them into separate groups according to the risk signs of each type. Based on that, bank managers can identify and determine the specific risks of industries, customer groups, and credit products.
At the same time, combine with the analysis of new credit to identify new types of risks that may arise by methods such as: Financial report analysis, using checklists and variations, using flow charts, communicating with professional organizations, communicating within the organization, communicating with international organizations, analyzing foreign trade contracts, studying historical loss data, and hazard analysis.
1.2.3.2. Credit risk measurement
a) Measure qualitative factors
Measurement according to quality model : Banks collect information related to the quality of the enterprise and assess the probability of credit risk, on that basis determine the credit limit or refuse to grant credit. Information includes 2 groups: Factors related to the enterprise such as reputation, capital structure, income volatility, collateral; factors related to the market such as: economic cycle, inflation, interest rates, exchange rates, etc.
Measured according to the 6C model (6 aspects): The focus of this model is to consider whether the borrower has the willingness and ability to repay loans when due. Specifically, it includes the following 6 factors:
Borrower's character: Credit officers must clarify the purpose of the customer's loan request, whether the customer's loan purpose is consistent with the bank's current credit policy, and at the same time consider the customer's borrowing and repayment history; as for new customers, information needs to be collected from many other sources such as other banks, local authorities, mass media, etc.
Borrower capacity: Depends on the legal regulations of each country. Borrowers must have civil legal capacity and civil conduct capacity.
Borrower's income (Cash): First, it is necessary to determine the borrower's source of debt repayment such as cash flow from sales revenue or income, money from liquidation of assets, or money from issuing securities... Then it is necessary to analyze the financial situation of the borrowing business through financial ratios.
Loan guarantee (Collateral): This is a condition for the bank to consider granting credit and is the second source of assets that can be used to repay the loan to the bank.
Conditions: The bank stipulates conditions according to credit policies from time to time.
Control: Assess the impact of changes in laws and operating regulations on customers' ability to meet the bank's requirements.
The 6C model is relatively simple, but depends heavily on the accuracy of the collected information, the customer's ability to forecast, and the level of analysis and subjective assessment of bank staff.
b) Quantitative measurement
Linear Probability Model : Linear Probability Model uses historical data as input to explain the past payment history of old loans. Suppose old loans (i) are divided into two groups: the group with risk of capital loss (Zi
= 1) and the risk-free group (Zi = 0). We establish a relationship between these groups with the corresponding influencing factors (Xij) reflecting the characteristics of the i-th customer (such as capital structure or income, etc.), according to a linear model with the following formula: Zi = ∑ βј Xij + ε
Logit model : The Logistic model (Maddala[1], 1984) is a quantitative model in which the dependent variable is a dummy variable, taking only two values: 0 or 1. This model is widely used in economic analysis in general and credit risk in particular. More specifically, this model can help banks determine the likelihood that customers will have credit risk (dependent variable) based on the use of factors that affect customers (independent variables).
In this model, the data structure is as follows:
Table 1.1: Data structure of variables in Logistics model
Variable
Symbol | Type | |
Dependent | Y | Binary |
Independence | X i | Continuous or discrete |
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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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(Source: Maddala Model, 1984)
Y acts as the dependent variable and is a binary variable, which can only take two values, 0 or 1, namely:
0 if defaulted (credit risk)
Y=
1 if debt is repaid (no credit risk)
+ Xi is an independent variable, representing factors affecting customers, such as gender, income, housing status, etc. for individual customers, or ROE, ROA, equity, etc. for corporate customers.
+ Y^ is the estimated value of Y, obtained when regressing Y on independent variables. One thing to note is that the value of may not necessarily satisfy the condition because the estimated value depends on the independent variables.
Then, the probability that a customer will repay the debt (i.e. probability Y = 1) is calculated by the following formula, where e is Euler's constant (approximately 2.718):

Thus, with the factors that affect the customer determined in advance (through the customer's declaration, financial report, etc.), we can determine the probability that the customer will repay the debt. The higher the probability of repaying the debt, the less credit risk the customer has and vice versa. Based on the customer's probability forecast table, compared with the actual debt repayment, the Bank can build appropriate credit risk ratings.
Probit model: The probit model also limits the expected credit risk probability in the range from 0 to 1 like the logit model, but to determine the model results, the probit model uses hidden variables, the probit model is expressed as follows:
n
i
Y * = β0 + ∑ β j X ij + u i (1) 1
i
Where Y * is unknown It is often called a hidden variable. We consider a dummy variable Y i declared as follows:
1 if debt is repaid (no credit risk) if Y i * >0
Y i = (2)
0 if default (credit risk) otherwise For example, the dummy variable considers whether a firm has credit risk or not.
For credit risk, Y i * will be declared as “Corporate Debt Ratio”.
In particular, multiplying Y i * by any positive constant does not change Y i . So we usually assume that var(n i ) = 1. This fixes the range of Y i *. From the relationship between equations (1) and (2) we have:
P i =Prob(Y i =1) =Prob U i > - β0 + ∑ k j=1 β j X ij
-
= 1-F
β0 + ∑ k j=1 β j X ij
write:
where, F is the cumulative distribution function of U
Because 1 – F(-Z) = F(Z), if the distribution of u is uniform, we can
P i = F β0 + ∑ k j=1 β j X ij (3)
Since Y i is obtained from binary analysis with probability given by equation (3) and varies with each trial (depending on X ij ), we can write the approximation function as follows:
L= ∏ P i ∏ (1- P i ) Y i Y i=0
The functional form of F in equation (3) will depend on the assumption about the residuals.
u.
The Probit model is applied in cases where the dependent variable is a dummy variable.
but it differs from the above model in that it assumes that the probability of risk follows a normal distribution rather than a logit distribution. However, when multiplied by a fixed factor, the logit value becomes an approximate probit value.
Similar to the logit model with pre-determined factors affecting customers (through customer declarations, financial reports, etc.), we can determine the probability that the customer will repay the debt. The higher the probability of repaying the debt, the less credit risk the customer has and vice versa. Based on the customer probability forecast table, compared with the actual debt repayment, the Bank can build appropriate credit risk ratings.
Linear Discriminant Model (Z-Score Model) : According to the model developed by EIAltman, the volatility index Z measures the overall risk level of the borrower. This index depends on the value of the customer's financial factor indexes (Xj) and the importance of these indexes in determining the probability of default.
Altman's discriminant function has the following form:
Z = 1.2X1 + 1.4X2 + 3.3X3 + 0.6X4 + 1.0X5
In there:
X1 is the ratio of working capital to total assets X2 is the ratio of accumulated profit to total assets
X3 is the ratio of pre-tax profit and interest to total assets





![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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