Table 3.3: Results of expert survey on research scale
TT
Scale | Expert opinion family | |
1. MANAGEMENT ACCOUNTING INFORMATION NEEDS FROM UNIT LEADERSHIP (NCTT) | ||
1 | Unit leaders need to use management accounting information for planning. | Agree |
2 | Unit leaders have a need to use management accounting information for organization and implementation. | Agree |
3 | Unit leaders need to use management accounting information to check and control operations. | Agree |
4 | Unit leaders need to use management accounting information to analyze and adjust plans and operational goals. | Agree |
5 | Unit leaders need to improve their qualifications and knowledge of management accounting. | Disagree because this scale is not appropriate for this variable |
2. UNIT LEADERSHIP AWARENESS (NTLD) | ||
1 | Unit leaders need to affirm that the need for international economic information in the unit is necessary and important. | Agree |
2 | Unit leaders need to focus on equipping themselves with knowledge of finance and accounting in the direction of modern unit management. | Agree |
3 | Unit leaders need to pay due attention to the use of management accounting information to serve departmental decision making. | Agree |
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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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Accounting for Revenue, Expenses and Business Results from a Management Accounting Perspective -
Survey Results on Feasibility of Management Measures for Capacity Building Activities for Teachers of Secondary Schools in Dinh Hoa District -
Survey Results of Management Levels on Business Performance Management Information Needs

4
Unit leaders need to be aware of improving the level and knowledge of management accounting for themselves and their staff. | Agree | |
3. ORGANIZATIONAL STRUCTURE OF THE UNIT'S MANAGEMENT APPARATUS (BMQL) | ||
1 | Units need to focus on promoting decentralization of management in the organizational apparatus. | Agree |
2 | The unit's leadership needs to innovate in the way it operates according to its orientation and control functions. | Agree |
3 | Organize the management apparatus to avoid overlap and concurrent responsibilities. | Agree |
4 | The organizational structure of the management apparatus needs to be structured according to a governance model that evaluates responsibility rather than an administrative structure. | Agree |
4. METHODS AND TECHNIQUES (PPKT) | ||
1 | The unit needs to correctly and fully identify the indicators to implement management accounting. | Agree |
2 | Units need to classify costs, revenues, and profits according to management accounting methods. | Agree |
3 | The budget needs to be fully and specifically prepared for each unit and department, reducing rigidity and imposition. | Agree |
4 | Management reports need to be systematic and meet the requirements of providing information for the management of each unit and department within the unit. | Additional information according to expert opinion family |
5. ACCOUNTING HUMAN RESOURCES (NLKT) | ||
1
Accounting staff clearly understand the process of building and applying management accounting work at the unit. | Agree | |
2 | Accounting staff proactively attend training courses to improve their professional knowledge of management accounting. | Agree |
3 | Accountants are experienced in preparing budgets and analytical reports to provide information for management decision making. | Agree |
4 | Management accountants work responsibly | Agree |
5 | Accountants with qualifications appropriate to the job position related to the application of management accounting | Agree |
6 | Accountants have the ability to advise managers on the use of management accounting information in management work and have professional ethics appropriate to the job position related to the application of management accounting. | Additional information by expert opinion |
6. INFORMATION TECHNOLOGY (IT) APPLICATION | ||
1 | Applying information technology in accounting work to serve the establishment of professional management reports. | Agree |
2 | The unit needs to promote the use of the intranet to synthesize performance results and information from other departments and divisions. | Agree |
3 | The unit needs to design separate software for management accounting work. | Agree |
7. MARKET COMPETITIVENESS (MDCT) | ||
1
The market is always seeing the emergence of new competitors. | Agree | |
2 | Alternative products are constantly appearing on the market. | Agree |
3 | Pressure from major suppliers. | Agree |
4 | Pressure from existing competitors in the same field of operation. | Agree |
Applying international accounting work at Binh Duong Water - Environment Joint Stock Company Duong (KTQT) | ||
1 | Management accounting provides better support in management and operations at all levels of management in the unit. | Agree |
2 | Management accounting provides better support in decision making of managers at all levels. | Agree |
3 | Management accounting helps to better measure and evaluate the performance and responsibilities of each department and individual in the organization. | Agree |
(Source: Author's synthesis)
Thus, the expert research results have changed compared to the author's initial expectations regarding the quantity and content of the measurement scale of some variables in the research model, specifically:
-For the variable "Need for management accounting information from unit leaders", there is a scale "Unit leaders need to improve their qualifications and knowledge of management accounting" which was eliminated because experts said it was not suitable for this variable.
- For the variable "Methods and techniques", a scale is added: "Management reports need to be systematic, meeting the requirements of providing information for the management of each unit and department in the unit".
- For the variable "Accounting human resources", a scale is added: "Accounting staff have the ability to advise managers on using management accounting information in management work and have professional ethics appropriate to the job position related to applying management accounting".
3.2.2 Quantitative research methods
3.2.2.1 Measuring system
The types of scales used in this study to establish survey questions by ordinal scales. This is the type of scale used to measure attitudes, feelings, perceptions... therefore in this study it will be used to measure the level of influence of factors on the application of KTQT work at Binh Duong Water - Environment Joint Stock Company as well as the factors affecting this level of application.
3.2.2.2 Survey questionnaire
The questionnaire is designed in 2 parts:
Part 1: Specific information related to the respondent such as gender, department, current position, seniority, and accounting training level.
Part 2: Questions for specific interviews on the main factors affecting the application of management accounting at Binh Duong Water and Environment Joint Stock Company. The answers to the observed variables in the research model are related to the application of management accounting at Binh Duong Water and Environment Joint Stock Company. This study uses a 5-range Likert scale (from (1) to (5), representing the level of completely disagreeing or strongly agreeing.
(Survey questionnaire see Appendix 3)
Research scale
All observed variables in the model are measured using a 5-point Likert scale, conventionally ranging from 1 to 5 according to the increasing level of agreement of survey respondents with the given statement, specifically as follows:
1: strongly disagree; 2: disagree; 3: neutral; 4: agree; 5: strongly agree.
3.2.3 Data collection and sampling methods
The survey sampling will be conducted at units of the Water Corporation.
– Binh Duong Environment. Primary data will be collected by sending survey questions to individuals by email or in person.
To use EFA, the sample size must be large. According to Bollen (1989), the minimum sample size is 5 observations for a question to be estimated. Accordingly, this study has 32 questions, so the minimum sample size is 32x5 = 160. To achieve a minimum of 160 observations, the author sent 220 questionnaires from November 2020 to January 2021 to 220 individuals who are officers and employees of Binh Duong Water - Environment Joint Stock Company. The result was 207 survey questionnaires, of which 17 were rejected due to invalidity (mainly due to lack of information). Therefore, the number of remaining observations to be included in the analysis is 195 questionnaires, which is larger than the minimum sample size, so this sample size is appropriate.
3.2.4 Data analysis methods
After collecting the data, the writer will measure the dispersion and concentration of the data by descriptive methods through frequency distribution tables.
This descriptive method will answer questions about the application of international accounting work at Binh Duong Water - Environment Joint Stock Company today.
Finally, the relationship between independent variables and dependent variables will be studied using regression analysis. Accordingly, after receiving the questionnaires, the author cleaned the information, filtered the questionnaires and coded the necessary information in the questionnaires, entered and analyzed the data using SPSS 22.0 software. Then, the steps were (1) assessing the reliability of the scale using Cronbach's alpha reliability coefficient, (2) testing the value of the variable using EFA factor analysis, and (3) multivariate regression analysis.
3.2.4.1 Assessment of scale reliability
The author uses Cronbach's Alpha test to evaluate the reliability of the scale of variables including 7 independent variables: Need for information on management accounting from the unit's leaders; Awareness of the unit's leaders; Organizational structure of the unit's management apparatus; Methods and techniques; Accounting human resources; Application of IT and Level of market competition and 1 dependent variable is the application of management accounting work at Binh Duong Water - Environment Joint Stock Company.
Scale quality testing: In this step, Cronbach's Alpha coefficient is used to evaluate and determine the quality of each constructed scale. In assessing the reliability of the scale, variables are qualified when the total Alpha coefficient is >0.6 and the item-total correlation coefficient of the observed variables is >0.3. Scales that are assessed as good quality are those with Alpha coefficient >0.8.
3.2.4.2 Exploratory factor analysis EFA
EFA suitability test (KMO test)
The KMO measure (Kaise-Meyer-Olkin measure) to analyze the factors in the research model affecting the application of international accounting at Binh Duong Water - Environment Joint Stock Company is suitable for real data, that is, the KMO value must be in the range of 0.5 ≤ KMO ≤ 1.
Test for correlation between observed variables (Bartlett's test)
Conduct Bartlett's test for each influencing factor, the purpose of this test is to examine whether the observed variables are correlated in each factor or not (considering each independent variable separately). If the significance level Sig of the partial regression coefficient has a confidence level of 95% or higher (Sig. ≤ 0.05), it can be concluded that the observed variables are correlated in each factor, including 7 factors: Need for information on management accounting from the unit's leaders; Awareness of the unit's leaders; Organizational structure of the unit's management apparatus; Methods and techniques; Accounting human resources; Application of IT and Level of market competition.
Test of extracted variance
The extracted variance test aims to determine the level of influence of factors on the application of management accounting at Binh Duong Water - Environment Joint Stock Company explained by observed variables (factor components). When the total extracted variance with % Cumulative variance > 50% and Eigenvalues > 1 is accepted and ensures the explanatory content of the factors.
EFA test for the dependent variable is "Application of international accounting work at Binh Duong Water - Environment Joint Stock Company".
The purpose of EFA factor analysis for the dependent variable "Application of international accounting work at Binh Duong Water - Environment Joint Stock Company" is to evaluate the observed variables that have linear correlation in the application of international accounting work at Binh Duong Water - Environment Joint Stock Company. When the significance level Sig. ≤ 0.05 and the KMO value is in the range of 0.5 ≤ KMO ≤ 1, it can be concluded that the observed variables have linear correlation in the factor of application of international accounting work at Binh Duong Water - Environment Joint Stock Company and are consistent with the actual data.
3.2.4.3 Multiple regression analysis
Regression coefficient test
To ensure the reliability, efficiency and quality of the model, the author uses the partial correlation test of the regression coefficients. The goal of this test is to examine whether the independent variables are significantly correlated with the dependent variable or not. The regression coefficient must be statistically significant with a confidence level of 95% or higher (Sig.≤ 0.05), it can be concluded that the correlation between the independent variables and the dependent variable is statistically significant.
Model fit testing
Testing the explanatory power of the model
Using the adjusted R 2 measure to know the percentage of influence of the application of international accounting at Binh Duong Water - Environment Joint Stock Company explained by independent variables, the larger the R 2 , the more meaningful the model is and ensures the higher the level of influence of factors on the application of international accounting at Binh Duong Water - Environment Joint Stock Company.
Model fit testing
Use Anova analysis of variance test to test the suitability of the model. The research model is considered suitable when it has a confidence level of 95% or higher (Sig. ≤ 0.05), which proves that the independent variables have a linear correlation with the dependent variable, the theoretical model is consistent with the actual data.

![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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