... are the first relatively comprehensive assessments of folk literature. Although the psychology and ideology of Nguyen Cong Tru is not the first work to research the life and poetic career of Nguyen Cong Tru (before that, Le Thuoc had published the work Career and poetry of Uy Vien Tuong Cong Nguyen Cong Tru (1928)), it was Nguyen Bach Khoa who was the first to apply the new research method of the West (sociological method) to the study of this author. Thieu Son's criticism and thesis are considered the first research work with the clearest method and viewpoint ever. Tran Thanh Mai with Trong dong song vi and Han Mac Tu are also the first research works on the life and poetic career of Tran Te Xuong and Han Mac Tu according to the objective biographical method. This allows us to affirm the pioneering role and efforts of researchers in the process of modernizing literary research activities in the first half of the 20th century.
Along with the study of authors and works; the activity of literary history research was born later (after 1940), but it can be said that, in the entire life of Vietnamese literature in the first half of the 20th century, the activity of literary history research was quite prominent (with not only the study of each literary period but also the study of the national literature); and together with creative activities, it contributed to accelerating the modernization process of the country's literature. The literary history research works of Ngo Tat To, Nguyen Dong Chi, Vu Ngoc Phan, Duong Quang Ham clearly show us each step of the modernization process of literary history research in the first half of the 20th century, which mainly focused on the early years of the 40s.
Absorbing foreign academic concepts to propose new literary concepts is one of the successes of theoretical research activities.
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Methods of Conducting Research on Internet Marketing Applications in Vietnamese Tourism Businesses -
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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Research on dynamic capabilities of Vietnamese retail enterprises - 22 -
Phan Khoi and the modernization of Vietnamese literature in the first half of the 20th century - 2 -
Research Projects Related to Globalization, Impact of Globalization on Personality, Lifestyle, and Ethics of Vietnamese People
Literature. Different from the concept of taking “literature to convey morality” and “poetry to express one’s will” of literary works as the consistent goal and object (non-ego) of medieval literary criticism; the debate on “art for art’s sake” or “art for life’s sake” has raised a number of new literary theoretical concepts about the nature of literature according to the viewpoint of unity between content and art. This viewpoint was studied relatively comprehensively by Dang Thai Mai in his work Introduction to Literature (1944).
Contributing to enriching the appearance of the process of modernization of literary research activities in the first half of the 20th century was the role of researchers in foreign literature. The introductions to French literature by Pham Quynh; introductions to advanced revolutionary writers of the world such as Maxime Gorki, Romain Rolland and Henri Barbusse by Hai Trieu; research on Tolstoy by Nguyen Phi Hoanh, although still sketchy, contributed to proving that the exchange with Western literature in this period had begun to be extensive. The works Lu Xun (1944) and Modern Chinese Literature, Miscellaneous Essays (1945) by Dang Thai Mai delved into the authors, works and genres typical of Chinese literature, thereby helping readers have a relatively specific and complete view of the history and literature of this country.

In short, the movement of the modernization process of Vietnamese literary research in the first half of the 20th century shows us a regular step through each stage of development. In practice, it is the law of negation of negation. That is, the latter often negates the former, because the latter often adapts the former and applies methods that have many new features (of course, any law develops in a zigzag manner and cannot be a straight line), so sometimes there are still works that appear later because they too affirm the new, so they somehow "completely negate" and
not achieve the same success as previous works. This is also a rule that often occurs in the evolution of an object or phenomenon. When "intentionally" affirming something new, it often denies (extremely to explain its newness) the previous ones, especially in the field of literary research - a field where emotional factors and subjectivity are often quite heavy. This rule has clearly shown that the modernization process of Vietnamese literary research in the first half of the 20th century is gradually moving from the primitive, incomplete stage to the perfect steps of a process.
Chapter 3 - INNOVATIONS IN RESEARCH METHODS
Just like the process of absorbing Western theories and creative trends in literary creation, the absorbing of research methods in this period also took place in a similar way. That is, Vietnamese researchers absorbed many different methods at the same time, not each method in the order of its appearance in the West. If in creative activities, Vietnamese poets and writers simultaneously absorbed romanticism, realism, surrealism, symbolism, expressionism... to create diversity and richness in the process of modernizing literary creation in the early 20th century, causing Vietnamese literature to complete the path that French literature had to go through in nearly 100 years in just 12 years (1932 - 1945); the same is true in literary research activities. The simultaneous adoption of many different research methods has led to some research works in this period initially emerging interdisciplinary research. For example: the comparative method, the intuitive method, the sociological method... in Vietnamese Poets by Hoai Thanh - Hoai Chan; the sociological method, the psychoanalytic method in the research works on Truyen Kieu and Nguyen Du, Nguyen Cong Tru by Nguyen Bach Khoa... And it should also be added that in this period, there were not only five methods as we have studied but also many other methods applied by researchers such as: psychoanalytic method, stylistic method, genre method... However, to easily recognize the achievements in the adoption and application of each method in the study of Vietnamese literature in the early 20th century, in this topic, we would like to conduct a study on the achievements in the application of each method of the authors and typical works that contributed to
part of the modernization process of Vietnamese literary research in the first half of the 20th century.
3.1. Main research methods
In receiving and applying Western literary research methods, Vietnamese literary researchers have almost absorbed all the methods that literary researchers in other countries have applied. Within the limited number of pages of a thesis, we would like to select five outstanding methods with the most achievements for research and analysis.
3.1.1. Comparison method
The comparative method is a method that has long appeared in scientific research in general and in literary research in particular. This is an important thinking operation in perceiving things and phenomena in order to discover similarities and differences to grasp the nature of things and phenomena. Medieval authors such as Le Quy Don, Ngo Thi Nham, Phan Huy Ich, Cao Ba Quat... when affirming the beauty and uniqueness of their country's literature with China's all compared Vietnamese literary authors with Chinese literary authors.
In the first half of the 20th century, along with the influence of Chinese and Indian culture, Vietnam was also influenced by Western culture. It was in this exchange that Vietnamese literature quickly modernized. Therefore, the awareness of the need for comparison in literature to realize artistic truth became increasingly clear. And comparison is truly one of the very successful methods of research on Vietnamese literature in the modernization process of national literature during this period.
In research works on the Tale of Kieu, authors such as Pham
Quynh, Dao Duy Anh, Duong Quang Ham all used the comparison method.
comparison. In his research paper, in the section “The Roots of the Tale of Kieu”, Pham Quynh translated the novel Vuong Thuy Kieu - the original work of Du Hoai in Ngu So Tan Chi to compare with the work Tale of Kieu , from which there is a basis to affirm that the work Tale of Kieu originated from a Chinese novel. Pham Quynh also compared the character Kieu in Nguyen Du's Tale of Kieu with the character in the novel by "Thai Tay" to affirm Nguyen Du's talent in creating characters. Dao Duy Anh in his Essay on Kim Van Kieu also used the method of comparison to see the similarities and differences in the plot and character Kieu in the work Doan Truong Tan Thanh by Nguyen Du with Ngu So Tan Chi by Du Hoai and Kim Van Kieu Story by Thanh Tam Tai Nhan. When researching Tale of Kieu by Nguyen Du, Duong Quang Ham also compared Tale of Kieu with Kim Van Kieu Story to affirm that Nguyen Du relied on the plot of Thanh Tam Tai Nhan. And after comparison, the researcher made a very accurate comment: although influenced by the plot, Nguyen Du was not a translator of Chinese prose into a Vietnamese verse story. The work Truyen Kieu is a unique creative work.
Applying the comparative method throughout the presentation of the face, progress and achievements of our country's literature is one of the successes in the research method of scholar Duong Quang Ham. In this way, the author of Vietnamese Literature History Outline has pointed out the factors and sources of internal and external influences that have impacted the formation and development of our country's literature such as: folk literature, Chinese influence, French influence, learning methods, examination methods, language, writing; as well as seeing the strong manifestations of the spirit of independence, autonomy, and self-respect of the Vietnamese people in literary creation alongside foreign influence. In each issue raised, Duong Quang Ham has specific comparisons
can. For example:
- Comparing the influence in terms of content and ideology, Duong Quang Ham wrote an introduction to the popular character of Chinese literature and Vietnamese literature, in which he pointed out the similarities in ideology and writing style such as: emphasis on ethics, emphasis on ideals, lack of realism, respect for the ancients, noble character, emphasis on allusions, and tone in Vietnamese and Chinese literature. Similarly, when introducing the influence of the new Chinese literature (Liang Kai Chao) and French studies on the ideology and language of the Southern people , Duong Quang Ham pointed out the literary revolution of China and the Chinese writers who had an influence on our country's scholars such as Kang You Wei, Liang Kai Chao; the influence of French studies on social ethics, academia, literature, language, and writing to see the transformation of our country's literature in the first half of the 20th century.
- Comparing the influence in terms of genre, Duong Quang Ham introduced Chinese and Vietnamese literary genres, Chinese poetics and Vietnamese musical rules, Parallelism and fu in Chinese and Vietnamese literature to present the genres that Vietnamese literature received from Chinese literature as well as the changes of those genres. The researcher also pointed out the fundamental difference between Vietnamese and Chinese verse in the way of rhyming. At the same time, he also introduced genres that only exist in our country such as: Nom stories, chants, spoken songs, Hue songs, and boi songs. Duong Quang Ham also introduced the transformation of literary genres: Drama - Criticism - Prose - Translation - Journalism to talk about the influence in terms of genre of French literature on Vietnamese literature. For each genre, after researching, Duong Quang Ham had brief but comprehensive comments on its development. For example, discussing the critical genre, he said: “The critical genre is a genre we have recently borrowed from French. It is not that our ancestors did not criticize in the past, but
The judgments and criticisms of the elders were only inserted into an essay or a book, but were never isolated into a work or a separate literary genre. Only recently have writers imitated the French criticism style and written works belonging to that genre" [46, p.413]; or "In the new national literature, prose is the literary genre that has changed and is somewhat more progressive, because it is the most commonly used literary genre and is written about by many authors" [46, p.416].
- Comparing the influence on the aspect of written language: along with determining the position of Chinese characters as the official script and the literary achievements written in Nom characters in the medieval period, Duong Quang Ham also highly appreciated the role of priest Alexandre de Rhodes in the process of forming the national language. Comparing Vietnamese with Chinese and French, Duong Quang Ham said that: Vietnamese is rich in concrete words but poor in abstract words. He also analyzed quite carefully the origin of newly appeared Vietnamese words borrowed from China, Japan, France, and commented that there are three types as follows: borrowing from Chinese characters, there are two ways of taking old words to use in new meanings and combining Chinese characters to translate foreign languages; Nom na words created by the people; transliteration from French. The researcher also noted how to use them appropriately for each specific case in order to make Vietnamese a standard and scientific language.
Not only discussing the multi-faceted influence on the language, writing, content, and ideology of the work, Duong Quang Ham also compared the influence on the author. Discussing this issue, he introduced Chinese writers and poets who had a great influence on Vietnamese literature such as: Qu Yuan, Tao Qian, Li Bai, Han Yu, Su Dong Po, Liang Qi Chao, Kang You Wei; at the same time, he also introduced famous Vietnamese authors of the Middle Ages such as: Han Thuyen, Nguyen Trai, Le Thanh Tong, Nguyen Binh Khiem, Ho Xuan Huong, Nguyen Du... and raised the true values.


![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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