3.4. Physical properties
Formic aldehyde is a gas with a pungent, unpleasant odor and is highly soluble in water. Other aldehydes and ketones are liquids or solids. Acetone has a slightly pungent odor. Benzaldehyde and many other aromatic aldehydes have a characteristic odor of almonds. In general, aldehydes and ketones have lower boiling points than the corresponding primary and secondary alcohols.
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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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3.5. Structure of the carbonyl group

In aldehyde and ketone molecules, the carbon atom of the carbonyl group is in the sp 2 hybridized state , with a valence angle of 120 0 . The two oxygen and carbon atoms are bonded together by a bond.and a link .
1.22A 0
C O
120 0
Link In the C=O group, it is always polarized towards oxygen, because oxygen has a greater electronegativity than oxygen.
electricity of carbon. We can describe:



CO
This polarization creates a C + center for nucleophilic reactions.
Different hydrocarbon radicals have different effects on the positive charge value of the functional carbon.
- The alkyl group causes a positive inductive effect +I, reducing the positive charge value of carbon in the C=O group. The number of alkyl groups increases, the weight of the alkyl group increases, the +I effect increases, so the + of carbon in the C=O group decreases.



R CH O
R


'
'


=
C R

O '
- Phenyl group causes +C effect, reducing the positive charge value of functional carbon. For example:

GIVE
+C
- In conjugated unsaturated aldehyde and ketone molecules, the vinyl group causes a positive conjugation effect.
+C. This effect reduces the positive charge value of functional carbon.
Example:
CH 2
+C CH


GIVE
With polycarbonyls, especially 1,2-dicarbonyls, the C=O groups exert the –I effect and interact with each other. This interaction increases the positive charge of the functional carbon.
Example:
-I

O CH

GIVE
Besides the influence of hydrocarbon radicals on carbonyl groups, carbonyl groups also have certain influence on hydrocarbon radicals and C- hydrogen bonds .
- With saturated radicals, the C=O group causes a negative inductive effect (-I). This effect increases the polarity of the C -H bond.
Example:
H

H C -IH
CH=O
- With aromatic radicals, the C=O group causes electron-withdrawing effects –I and -C. These effects reduce the electron density in the aromatic ring, and mainly reduce it at the octo and para positions. Thus, an electrophilic substitution reaction center is created at the meta position.
Example:
-C
GIVE
-I
In conjugated unsaturated carbonyl compounds, the C=O group causes the negative conjugation effect (-C). This effect polarizes the conjugated system.
Example:

CH 2
-C
CH

GIVE
The bonds in the C=O group are always polarized towards oxygen, causing the electron density at carbon to decrease, carbon carries a partial positive charge, leading to increased polarization of the C-H bond in the aldehyde and creating the center of the oxidation reaction at this bond.
C
O

δ
H
3.6. Chemical properties
a. Addition reaction to the C=O group


C
OH
CO + HY
or XY Y
HY is H-OH, H-OR, H-SO 3 Na, …XY is R-MgX, CH CNa,…
The addition reaction to the C=O group occurs by a two-step nucleophilic addition mechanism.
Step one: The nucleophile Y - combines with the positively charged carbon atom of the C=O group and forms an intermediate product, an anion.
Step two: The protonation stage of the intermediate product occurs rapidly.



CO + Y

slow
O fast OH
C
Y


C Y H
- Specific reactions
+ Alcohol addition: The reaction of aldehydes and ketones with alcohol forms a product called acetal compound.
R CH = O + R OH
R - CH - OH OR
When heating acetal with excess alcohol, acetal is obtained.
R - CH - OH
R OH
R- CH - OR'
OH 2
OR OR
Acetal sale
+ Hydrogen cyanide addition (HCN)


CO + HCN
Acetal
C
OH CN
The reaction occurs in the presence of a base as a catalyst and produces cyanhydrin as a product. For example:
CH 3
CH 3 C = O + HCN
CH 3 CH 3 C OH
CN
When hydrolyzed, cyanhydrin compounds will form α - hydroxy acid.
CH 3 CH 3 C OH
CN
+ Add sodiumbisulfite (NaHSO 3 )

2 H 2 O
CH 3
CH 3 C COOH OH

OH
NH3

CO + NaHSO 3
C
SO 3 Na
The product of the reaction is in crystalline state and is called bisulfite addition compound. This reaction
used to separate aldehydes or ketones from mixtures with other substances.
Example:
OH C 6 H 5 CH =O + HSO 3 Na C 6 H 5 -CH -SO 3 Na
OH
=
CH 3 -C -CH 3 + HSO 3 Na CH 3 -C -SO 3 Na O CH 3
The general mechanism is as follows:

O O


=
=
C H
C = O +
S - O Na
OH
SO
ONa OH
C OH
SO 3 Na
+ Addition of organometallic compounds
From organomagnesium compounds and aldehydes or ketones, alcohols of different degrees can be synthesized. In these reactions, organomagnesium compounds act as polar substances:
R MgX (R: alkyl group)

C = O +
R MgX
C OMgX R
HO H
-MgXOH
CO H R
The initial carbonyl compound is HCHO, we get a primary alcohol. If it is a homologue of formic aldehyde, we get a secondary alcohol. If it is a ketone, we get a tertiary alcohol.
+ Reacts with ammonia and its derivatives (NH 3 and B-NH 2 . B can be: Hydrocarbon radical;
-NH 2 ; -OH, etc…)
3 2
Since the nitrogen atom still has a free sp3 electron pair , the nitrogen in NH and B-NH acts as a nucleophilic agent. The reaction proceeds through nucleophilic addition to the C=O group and then dehydration of the addition product to form a condensation product or an oxygen atom replacement product of the >C=O group.
General diagram of the reaction:

H 2 O
C ON -B
CNH2 - BO
CNH-BOH
C = N -B
Yellow.
Phenyl hydrazine (C 6 H 5 NHNH 2 ) reacts with aldehydes or ketones to form a colored precipitate.
CO
Example:
H 2 N -NH -C 6 H 5
C = N -NH -C 6 H 5 + H 2 O
CH =O
H 2 N -NH -C 6 H 5
CH =N -NH -C 6 H 5
H 2 N -NH -C 6 H 5
CH =N -NH -C 6 H 5
CH =O
- H 2 O
CH =O - H 2 O
CH =N -NH -C 6 H 5
bisphenylhydrazone
b. Oxidation reaction
Oxidation reaction forms carboxylic acid.
Aldehydes are easily oxidized by various oxidizing agents, even by weak oxidizing agents such as Tolens reagent, Phelin reagent, etc.
General equation:

R -CH=O + [O] R -C =O OH
carboxylic acid aldehyde
Reaction with Tolens and Phelinh reagents is used to detect aldehyde functional groups. Aldehydes react with Tolens reagent to form silver precipitate.
R-CH=O + 2[Ag(NH 3 ) 2 ]OH RCOONH 4 + 2Ag +3NH 3 + H 2 O
Tolens reagent
Tolens reagent is prepared by reacting AgNO 3 with NH 4 OH d−.
AgNO 3 + NH 4 OH AgOH + NH 4 NO 3 AgOH + 2 NH 4 OH [Ag(NH 3 ) 2 ]OH + H 2 O
This reaction is also known as silver mirror reaction.
Example:
0
CH 2 =CH -CH=O +2[Ag(NH 3 ) 2 ]OH t
acron
CH 2 =CH -COONH 4 + 2Ag + 3NH 3 + H 2 O
When aldehyde reacts with Phelinh's reagent, we see the appearance of a brick red precipitate of Cu2O .
COOK
R2CH2O
+ 2H O t 0
COOK CH OH
2
CuO
CH =O
CH O Cu2
R-COOH
CH OH2
COONa
COONa
Phelin's reagent is prepared as follows:
CuSO 4 + 2NaOH Cu(OH) 2 + Na 2 SO 4
COOK CH OH
COOK CH O
CH
Cu(OH) 2
CH O Cu
2 H 2 O
COONa
potassium sodium tartrate
COONa
Tolens reagent oxidizes both aliphatic and aromatic aldehydes, while Phelinh reagent only oxidizes
fatty aldehydes
When exposed to air oxygen, aldehydes in general are easily oxidized. For example:
2C 6 H 5 CH=O + O 2 2C 6 H 5 COOH
benzoic aldehyde benzoic acid
Unlike aldehydes, ketones are only oxidized by strong oxidizing agents such as KMnO 4 + H 2 SO 4 , K 2 Cr 2 O 7 + H 2 SO 4 when heated. When the reaction occurs, the bondbetween C atomswith the carbonyl carbon broken off to form a mixture of carboxylic acids.
=
R -CH 2 -C -R' + [O] R -COOH + R' -COOH O
Before being oxidized, the ketone form isomerizes to the enol form.
=
R -CH 2 -C -R' R -CH =C -R'
[O]
R-COOH + R'-COOH
O OH
enol ketone
If there are many C atoms in a ketone moleculehave different orders, then the reaction preferentially breaks the bond.on the C atom sidehave higher degree
Example:
=
CH 3 -CH 2 -C -CH 3
O
[O]
2CH3 - COOH
c. Reaction of hydrocarbon radicals
- The H worldHalogen
Due to the influence of the carbonyl group, the H atomflexible and easily replaced by chlorine, bromine, and even iodine.
Example:
hv
CH 3 -CH =O + Cl 2 xt
CH 2 Cl -CH =O + HCl
Chlorine Acetaldehyde
Compounds of the type R-CO-CH 3 when halogenated in alkaline medium give trihalogen derivatives.

=
=
R - C -CH 3 + 3X 2 + 3 NaOH R -C -CX 3 + 3NaX + 3 H 2 O
OO
Trihalogen derivatives are cleaved to form halophore.

=
R -C -CX 3 + NaOH CHX 3 + R -COONa O
- Substitution reactions in aromatic rings Example:
CH = O + Br2
F e
GIVE
+ HBr
Br
m-brominebenzaldehyde
- Addition reaction
Unsaturated carbonyl compounds easily participate in electrophilic addition reactions into bonds.of unsaturated hydrocarbon radicals.
Conjugated unsaturated carbonyl compounds react to give 3,4-addition products as the main products.
weak.
Example:
Mechanism:
CH 2 =CH -CH=O
+ HBr
CH 2 -CH 2 -CH=O
Br





CH 2 CH -C H O + H
CH 2 CH C H - OH

CH 2 CH C H - OH Br
CH 2 -CH =CH CH 2 -CH 2 CH=O
Br OH Br
4. Carboxylic acid
Carboxylic acids are organic compounds that have a carboxyl group -COOH bonded to a hydrocarbon group.
4.1. Classification
Carboxylic acids are classified based on the structure of the hydrocarbon radical and the number of carboxyl groups.
Based on the structure of the root we have:
- Saturated carboxylic acids, for example:
CH 3 -CH 2 -COOH
propionic acid
- Aromatic carboxylic acids, for example:
COOH
COOH
cyclohexyl carboxylic acid
Benzoic acid
- Unsaturated carboxylic acid, for example:
CH 2 =CH-COOH CH C-COOH
acrylic acid propinoic acid
Most important unsaturated acids contain conjugated double bonds at the and positions.for the carboxyl group.
Based on the number of carboxyl groups we have:
- Monocarboxylic acids (including a group of carboxyl groups) Example:
CH 3 -COOH
acetic acid
COOH
cyclopentane carboxylic acid





![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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