2. Research objectives
The thesis topic has research objectives:
Learn about experiences in developing logistics services in ASEAN countries.
Make recommendations for the development of Vietnam's logistics services based on lessons learned from developing logistics services in ASEAN countries.
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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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Korea's experience in developing small and medium enterprises and lessons learned for Vietnam - 14 -
Experience in Developing Ecotourism and Managing National Parks Around the World -
Developing banking services to support small and medium enterprises in Vietnam - 7 -
Developing Ranking Products and Services Towards Creating Stable and Transparent Revenue Sources
3. Research object and scope
The research object of the topic is the issue of logistics service development in some ASEAN countries and in Vietnam.

The scope of the research is limited to macro analysis of the current status of logistics service development in some Southeast Asian countries, mainly Singapore, Malaysia, Thailand and Vietnam in recent years.
4. Research methods
On the basis of applying dialectical materialism and historical materialism of Marxism - Leninism, the research methods used in this Thesis include: method of collecting & synthesizing documents, method of interpretation, induction, method of analysis, synthesis, comparison method, etc.
5. Thesis structure
In addition to the Introduction, Conclusion and References, the content of the Thesis is divided into 3 chapters as follows:
Chapter I: Overview of logistics services
Chapter II: Experience in developing logistics services in some ASEAN countries
Chapter III: Developing logistics services in Vietnam based on the experience of ASEAN countries
Here is the entire content of my Graduation Thesis.
CHAPTER I: OVERVIEW OF LOGISTICS SERVICES
I. General overview of logistics
1. Logistics concept
Along with the development of productive forces and the effective support of the scientific and technological revolution in the world, the volume of goods and physical products produced is increasing. In addition, the gap in traditional competitive areas such as product quality or price is increasingly narrowing, causing manufacturers to compete in inventory management, delivery speed, rationalization of the flow of raw materials and semi-finished products, etc. in the entire physical distribution management system of the enterprise. That fact gives logistics the opportunity to develop strongly in the business sector.
However, logistics was first invented and applied not in commercial activities but in the military field. Logistics was widely applied by countries in the two World Wars to move military forces along with large-scale weapons and ensure logistics for the participating forces. The effectiveness of logistics activities is a factor that has a great impact on success or failure on the battlefield.
Through the course of history, logistics has been studied and applied to the business sector. From a business perspective, the term “logistics” is often understood as supply chain management or physical distribution management of that business. There are many different concepts of logistics in the world and they are built based on the industry and research purpose, however, some main concepts can be mentioned as follows:
According to the American Council of Logistics Management-1988
Logistics is the process of planning, implementing, and controlling the efficient, cost-effective flow and storage of raw materials, inventories, finished goods, and related information from point of origin to point of consumption, in order to meet customer requirements.
According to British professor Martin Christopher
Logistics is the process of strategically managing the procurement, movement, and storage of raw materials, in-process goods, and finished goods (and the corresponding information flows) within a company and through its distribution channels to maximize current and future profits through the fulfillment of orders at the lowest cost.
According to the “5 Rights” Viewpoint
Logistics is the process of delivering the right product to the right location, at the right time, in the right condition and at the right cost to the customer who consumes the product.
According to Ma Shuo, author of “Logistics and supply chain management”
Logistics is the process of optimizing the location, storage and circulation of resources/input factors from the first starting point, which is the supplier, through the manufacturer, wholesaler, retailer, to the final consumer, through a series of economic activities.
Thus, in the content, all authors believe that logistics is the activity of managing the flow of raw materials, semi-finished products, finished products and information flow from the procurement stage through the storage process, product production and distribution to consumers. The purpose is to minimize costs that arise or will arise in the shortest time during the movement of raw materials for production as well as timely distribution of goods (Just-in-Time).
In short, logistics can be understood as follows: " Logistics is the process of optimizing the location and time, transportation and storage of resources from the first point of the supply chain to the hands of the final consumer, through a series of economic activities."
2. The development process of logistics
As mentioned, “logistics” is a military term, used in the army. Logistics is considered a branch of the art of fighting, which is the transportation and supply of food, provisions, and military equipment to the right place, at the right time when needed for the fighting force. Logistics has helped the armies of the participating countries gain victories, especially in World War II.
Stemming from the superior nature of logistics, after the end of World War II, logistics experts in the military applied their logistics skills in post-war economic activities to meet the practical task of rebuilding the country after the war (for European countries) or assisting in reconstruction (for the United States).
Since the 1950s, world industry and commerce have undergone profound changes from an economy based on mass production, requiring a large amount of homogeneous goods, to an economy in which the uniqueness and diversity of goods are emphasized. In trade, the seller is not necessarily the producer, and the buyer is not necessarily the consumer. The process of goods from the hands of the producer to the hands of the consumer can go through many intermediaries who play the role of seller or buyer in turn and are part of the entire process of goods circulation. The rich nature of goods together with their complex movements require strict management.
This has placed a new requirement on manufacturers and businesses. At the same time, to avoid capital stagnation, manufacturers and businesses always try to maintain the smallest amount of inventory. From the above reasons, the requirement for transportation and delivery activities in particular and distribution in general must ensure that raw materials and goods are supplied promptly and on time (Just-in-Time). On the other hand, transportation must be increased with the goal of not leaving goods in stock to minimize costs arising in production and circulation - logistics in businesses was born.
Studying the development stages of logistics, the United Nations Economic and Social Commission for Asia and the Pacific (ESCAP) divided it into 3 stages as follows:
Phase 1 : Physical Distribution
In the 60s and 70s of the 20th century, people began to pay attention to the systematic management of related activities to ensure the effective distribution of products and goods to customers. These activities include: transportation, distribution, storage of goods, inventory management, packaging, classification, labeling, etc. These activities are called physical product distribution/supply or also known as out-bound logistics.
Phase 2: Logistics Systems
During this period, around the 80s and 90s of the 20th century, companies closely combined the management between the two sides, input (in bound logistics) and output (out bound logistics) to minimize costs as well as increase the efficiency of this process. Thus, the close combination between the supply of raw materials for production and the distribution of products to consumers ensured the stability and continuity of transportation flows, this combination was described as the logistics system.
Phase 3 : Supply Chain Management
This stage has been going on since the 90s of the 20th century until now. Supply chain management is a strategic concept of managing a series of activities from suppliers - to manufacturers - to customers along with services that add value to the product such as providing relevant documents, monitoring, checking... This concept emphasizes the development of relationships with partners, closely combining manufacturers with suppliers, with consumers and parties related to the management system such as transportation companies, warehouses and information technology providers.
Thus, logistics was developed from the application of "logistics" and "supply" skills in the army to solve problems arising from production and business reality and is now perfected into a management system that brings high economic efficiency.
3. The role of logistics
3.1 The role of logistics in business
In every business, there exists at least one of the two main activities: organizing production and building distribution channels. With the role of supporting other activities in the business, logistics always has a close interaction with both of these activities. Without logistics, production as well as distribution can hardly operate smoothly and effectively.
In production activities, logistics helps businesses shorten the operating time of the production line while still achieving high economic efficiency. In fact, many businesses believe that they must exploit the full capacity of machinery to achieve maximum output. As a result, they have to spend very high storage costs because they cannot consume all the products. Therefore, the role of logistics here
is the department that uses market research information to help businesses identify demand in each stage before starting production, avoiding large inventories and reducing continuous machine operating costs.
The second role of logistics is to help businesses ensure that input materials comply with production plans and especially avoid production interruptions. Logistics managers will have more difficulty when the production line of a business uses seasonal materials or the business is a manufacturer, assembling the final product in a chain of continuous production activities. For businesses that use seasonal materials, such as food processing companies, when raw materials cannot be stored for a long time, logistics managers need to find alternative sources of raw materials, and may have to accept importing raw materials. For companies operating in the production chain, such as the automobile industry, logistics performs the function of communicating with co-production units to ensure effective production cooperation without interruption.
In addition to production activities, logistics effectively supports marketing activities, especially mixed marketing. In the process of building marketing policies, managers must know where the business's market is, how to perform customer services effectively, thereby establishing a distribution channel that can maximize the amount of goods sold at a reasonable price. Logistics helps businesses accurately predict market demand, playing an important role in the process of customers accessing, trusting and accepting products.
3.2 The role of logistics in the economy
Logistics is a chain-based comprehensive activity, the efficiency of this process is of decisive importance to the competitiveness of the industry.
industry and trade of each country. Logistics plays an important role in the economy in many aspects.
Firstly , logistics is one of the major costs in business, interacting with many other economic activities. For developed countries such as Japan and the US, logistics contributes about 10% of GDP. For underdeveloped countries, this rate can be more than 30%. High production and business costs force consumers to buy goods and services at high prices while business profits decrease. If logistics costs increase for a long time, it can lead to a backward development of the entire economy, a decline in people's quality of life, and the state budget, which is mainly formed from tax revenue, is also affected. Thus, well-developed logistics will not only reduce time, costs and improve the quality of goods and services, but logistics is also an important driving force for economic development.
Second, logistics plays a supporting role in the flow of many transactions in the economy, and it is also an important activity that facilitates the trading of most types of goods and services.
Third, logistics is an effective tool to enhance the competitiveness of the economy and integrate with the world. In the current trend of economic globalization, the time and space gap between producers and consumers does not stop within the scope of each country or region but is increasingly expanding globally. In a fiercely competitive global environment, manufacturers and businesses must maximize production cost savings, reduce product prices, shorten delivery times, increase supply capacity, etc. To achieve these goals, businesses must apply logistics technology.

![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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