1
(Source: Author's synthesis from data analysis results)
Next, the author tested the model's suitability through F-test through analysis of variance.
Table 4.14: ANOVA analysis table ANOVA a
Model
Total average direction | Degrees of freedom | Mean square | F | Significance level | ||
1 | Regression | . | 7 | 5,563 | 41,295 | 0.000 b |
Remainder | 25,190 | 187 | 0.135 | |||
Total | 64,129 | 194 |
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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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Perfecting the Organization of Applying the Production Cost Accounting Method to Serve Cost Management Accounting -
Perfecting cost accounting with enhanced cost management in animal feed processing enterprises - 44 -
Accounting for Revenue, Expenses and Business Results from a Management Accounting Perspective -
Perfecting management accounting in forestry companies in Tuyen Quang province - 2
(Source: Author's synthesis from data analysis results)
Using the F test in the analysis of variance with the value F = 41.295 to test the hypothesis of the suitability of the regression model to consider the variable Applying KTQT work at Binh Duong Water - Environment Joint Stock Company has a linear relationship with the independent variables and with a significance level of sig = 0.000 (< 0.05), which shows the suitability of the model, that is, the combination of variables in the model can explain the change of the dependent variable or in other words, there is at least one independent variable affecting the dependent variable.
In summary, the multivariate regression model satisfies the evaluation and suitability testing conditions for drawing research results.
Table 4.15: Regression results table Coefficients a
Model
Unstandardized coefficient | Standardization factor | t stat | Sig. | Multicollinearity statistics | ||||
Beta | Standard error | Beta | Tolerance factor | VIF coefficient | ||||
1 | (Constant) | -1.302 | 0.325 | -4.010 | 0.000 | |||
NCTT | 0.309 | 0.054 | 0.273 | 5,739 | 0.000 | 0.927 | 1,078 | |
NTLD | 0.231 | 0.046 | 0.248 | 4,970 | 0.000 | 0.845 | 1,184 | |
BMQL | 0.179 | 0.046 | 0.209 | 3.903 | 0.000 | 0.734 | 1,363 | |
PPKT | 0.140 | 0.046 | 0.151 | 3,062 | 0.003 | 0.865 | 1,156 |
NLKT | 0.258 | 0.058 | 0.229 | 4,435 | 0.000 | 0.791 | 1,264 |
IT | 0.141 | 0.033 | 0.216 | 4,323 | 0.000 | 0.844 | 1,185 |
MDCT | 0.112 | 0.046 | 0.125 | 2,447 | 0.015 | 0.809 | 1,236 |
(Source: Author's synthesis from data analysis results)
The results of the analysis of linear regression coefficients show that the overall Sig. value of the independent factors is less than 5%, which proves that these factors are all 95% significant in the model and all have an impact on the Application of KTQT work at Binh Duong Water - Environment Joint Stock Company . In addition, the VIF variance magnification factor is very low (<2), which proves that multicollinearity does not occur with the independent variables.
Regression equation:
KTQT = 0.273.NCTT + 0.248.NTLD + 0.229.NLKT + 0.216.CNTT + 0.209.BMQL + 0.151.PPKT + 0.125.MDCT
To compare the level of influence of each independent factor on the Application of KTQT work at Binh Duong Water - Environment Joint Stock Company , we base on the standardized Beta coefficient. Accordingly, the factors with larger standardized Beta weights mean that the factor has a stronger influence on the dependent variable. We see that, in the regression equation, among the 7 factors affecting the Application of KTQT work at Binh Duong Water - Environment Joint Stock Company , the factor Need for KTQT information from the unit's leaders has the strongest influence with a standardized Beta coefficient = 0.273; the factor Awareness of the unit's leaders has the second strongest influence with a standardized Beta coefficient
= 0.248; the factor Accounting human resources has the third strongest influence with standardized Beta coefficient = 0.229; the next factor IT application has the fourth influence with standardized Beta coefficient = 0.216; the factor Organizational structure of the management apparatus of the unit has the fifth strongest influence with standardized Beta coefficient = 0.209; the factor Methods and techniques has the sixth strongest influence with standardized Beta coefficient = 0.151 and finally the factor Market competition level has the weakest influence with standardized Beta coefficient = 0.125.
4.4. Testing necessary assumptions in regression analysis model
4.4.1 Testing hypotheses about the significance of regression coefficients
There are 7 factors proposed in the model, and 7 factors have a relationship
linear with the Application of KTQT work at Binh Duong Water - Environment Joint Stock Company . Therefore, it is necessary to test the hypothesis about the significance of these regression coefficients to come to a conclusion about the relationship and the level of impact of the above factors.
Hypothesis:
H 0 is: β 1 = β 2 = β 3 = β 4 = β 5 = β 6 = β 7 = 0 H 1 is: β 1 = β 2 = β 3 = β 4 = β 5 = β 6 = β 7 ≠ 0
With significance level α = 5%
Testing the hypothesis on the significance of the regression coefficients, in Table 4.15, the t values correspond to sig < 0.05. Therefore, reject the hypothesis H 0 and conclude that the independent variables (1) Need for information on management accounting from the unit's leaders; (2) Awareness of the unit's leaders; (3) Organizational structure of the unit's management apparatus; (4) Methods and techniques; (5) Accounting human resources; (6) Application of IT and (7) Level of market competition affect the Application of management accounting at Binh Duong Water - Environment Joint Stock Company .
4.4.2 Testing for multicollinearity
There are many ways to detect multicollinearity such as: large R2 coefficient but small t, high pair correlation of explanatory variables, auxiliary regression, using variance inflation factor - VIF (Hoang Ngoc Nham et al., 2008). Here, the author chooses to use VIF coefficient, if VIF > 10 then multicollinearity may occur (Nguyen Dinh Tho, 2011). The results show that the VIF coefficients of the variables are all within the allowable range (NCTT, NTLD, BMQL, PPKT, NLKT, IT, MDCT coefficients are 1.078; 1.184; 1.363; 1.156; 1.264, 1.185, 1.236 respectively, showing that the model is not multicollinear), and the acceptability of the variable is greater than 0.1, meaning that multicollinearity does not occur.
Table 4.16: Multicollinearity test
Factor
Multicollinearity statistics | ||
Tolerance factor | VIF coefficient | |
NCTT | 0.927 | 1,078 |
NTLD | 0.845 | 1,184 |
BMQL | 0.734 | 1,363 |
PPKT | 0.865 | 1,156 |
NLKT | 0.791 | 1,264 |
IT | 0.844 | 1,185 |
0.809 | 1,236 |
MDCT
(Source: Author's synthesis from data analysis results)
4.4.3. Autocorrelation test
The Durbin-Watson test is performed to test the assumption of independence of errors (no autocorrelation). If the residuals do not have first-order serial correlation with each other, the value of d is greater than 1. The value of d = 1.082 is within the acceptable range, meaning there is no first-order serial correlation or in other words, there is no correlation between the residuals (Hoang Trong and Chu Nguyen Mong Ngoc, 2008).
Table 4.17: Durbin-Watson run results
Model
R factor | R2 coefficient | R2 coefficient - correction | Standard error of estimate | Durbin-Watson | |
1 | 0.779a | 0.607 | 0.592 | 0.36703 | 1,082 |
(Source: Author's synthesis from data analysis results)
4.4.4. Testing for normal distribution of residuals
The residuals may not follow a normal distribution for reasons such as: using the wrong model, non-constant variance, the number of residuals is not large enough for analysis,... Therefore, the author decided to examine the distribution of the residuals by constructing a histogram of the residual frequencies.
Figure 4.2: Histogram of residuals – normalized

(Source: Author's synthesis from data analysis results)
The results in the Histogram are bell-shaped and the standard deviation value Std.Dev = 0.982 (close to 1) and Mean = 0. Thus, it can be concluded that the distribution of the residuals is approximately normal.
4.5. Checking regression model assumptions
In order to draw conclusions from a regression model, it is necessary to test the assumptions.
4.5.1 Testing the assumption of constant variance of errors (residuals)
Check the Scatter plot for the standardized residuals and standardized predicted values. The results show that the residuals are randomly scattered around the line through zero, and do not form any particular shape.

Figure 4.3: Scatter plot between predicted values and residuals from regression
(Source: Author's synthesis from data analysis results)
Looking at the graph, we see that there is no relationship between the predicted values and the residuals, they are randomly distributed, without any rule. Therefore, the assumption of linear relationship and equal variance is satisfied, so we conclude that the above linear regression model can be used.
4.5.2. Check the assumption of normal distribution of residuals
Residuals may not follow a normal distribution for reasons such as using the wrong model, the variance is not constant, the number of residuals is not large enough for analysis... (Hoang Trong - Mong Ngoc, 2008). The frequency chart (Histogram, QQ plot, PP plot) of the residuals (standardized) is used to test this assumption.

Figure 4.4: PP Plot of residuals – standardized
(Source: Author's synthesis from data analysis results)
The results from the PP plot show that the points are scattered around the expected. This also indicates that the assumption of normal distribution of the residuals is not violated.
4.6 Discussion of research results
4.6.1. Scale of influencing factors
According to the results of the research model testing above, the application of international accounting at Binh Duong Water - Environment Joint Stock Company is affected by 7 factors with 29 observed variables (also known as measurement scales) including: (1) Demand for international accounting information from the unit's leaders; (2) Awareness of the unit's leaders; (3) Organizational structure of the unit's management apparatus; (4) Methods and techniques; (5) Human resources.
accounting capacity; (6) IT application and (7) Market competitiveness. The scales of each factor are shown as follows:
Table 4.18: Scales of factors affecting the application of management accounting at Binh Duong Water - Environment Joint Stock Company
STT
Encryption | Interpretation | |
1. MANAGEMENT ACCOUNTING INFORMATION NEEDS FROM UNIT LEADERSHIP (NCTT) | ||
1 | NCTT1 | Unit leaders need to use management accounting information for planning. |
2 | NCTT2 | Unit leaders have a need to use management accounting information for organization and implementation. |
3 | NCTT3 | Unit leaders need to use management accounting information to check and control operations. |
4 | NCTT4 | Unit leaders need to use management accounting information to analyze and adjust plans and operational goals. |
2.UNIT LEADERSHIP AWARENESS (NTLD) | ||
5 | NTLD1 | Unit leaders need to pay more attention to applying international economics to the unit. |
6 | NTLD2 | Unit leaders need to affirm that the need for international economic information in the unit is necessary and important. |
7 | NTLD3 | Unit leaders need to focus on equipping themselves with knowledge of finance and accounting in the direction of modern unit management. |
8 | NTLD4 | Unit leaders need to pay due attention to the use of management accounting information to serve departmental decision making. |
3. ORGANIZATIONAL STRUCTURE OF THE UNIT'S MANAGEMENT APPARATUS (BMQL) | ||
9 | BMQL1 | Units need to focus on promoting decentralization of management in the organizational apparatus. |

![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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