- 158 -
Table 3.2: Main components and attributes of knowledge resources presented on the financial statements of Vietnamese enterprises
Numerical order
Content | |
I | Human resources |
1 | Entrepreneurial spirit |
2 | Education and training |
3 | Job knowledge |
4 | Ability to work |
5 | Job skills |
II | Organizational resources |
1 | Management philosophy |
2 | Management processes |
3 | Corporate culture |
4 | Information system |
III | Relationship resources |
1 | Business partnerships |
2 | Company names |
3 | Customers |
4 | Customer loyalty |
5 | Distribution channels |
6 | Trademarks |
Maybe you are interested!
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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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Theoretical and Practical Basis of Applying Accounting Standards in Small and Medium Enterprises -
Conclusions Regarding Factors Affecting the Application of Accounting Standards at Small and Medium Enterprises in Gia Lai Province -
Research on the application of accounting standards - the case of small and medium enterprises in Gia Lai province - 21 -
Business Results for the Period 2009-June 30, 2012 According to Consolidated Financial Statements According to Vietnamese Accounting Standards.

Source: Author's synthesis and recommendations.
Method of determining intellectual assets presented on the Statement of financial position
Building a method to identify an enterprise's knowledge assets should be based on three qualitative criteria stated in IAS 38 (and may be adjusted later), including:
- The ability to identify assets (separate from physical assets and formed from contracts or legal agreements). This is a prerequisite for identification.
- 159 -
identify a knowledge resource as a firm asset. For example , to identify an employee innovation as a firm asset, the firm needs to demonstrate ownership of the innovation through intellectual property rights certification.
- The issue of control (having the right to benefit from the asset). This factor stems from the first factor. Along with the right to own the asset, the enterprise must gain the right to operate and exploit the asset. For example , applying an initiative in production and business to bring about economic efficiency.
- Future economic benefits (generating revenue or reducing costs for the business). This factor needs to be clearly explained when determining assets. For example , estimate the percentage increase in labor productivity in the business when applying an initiative.
Enterprise knowledge resource assessment index system
There are many methods to measure intellectual resources, such as the market to net book value method, the calculated intangible value method (CIV), the direct intellectual capital method, the method of determining the intellectual value proposed by Baruch Lev or Paul Strassmann... These methods are not widely accepted because of their certain limitations. For example, in the CIV method, the cost of capital will impose the net present value of intangible assets, or in the direct method, the calculation technique is still not perfect and it is very difficult to determine all the components of an enterprise's intellectual resources...
Therefore, in addition to perfecting knowledge resource measurement models, building a knowledge resource evaluation index system can be considered a useful way to report business performance.
Based on the roadmap outlined above, the thesis summarizes the basic issues that guide Vietnam in building an index to evaluate business knowledge resources, based on international models and practices.
The framework model for building the coefficients for evaluating the enterprise's knowledge resources is outlined below. This model is based on a proposal by Abeysekera (2003) and the author's synthesis and analysis ( Figure 3.3 ).
- 160 -
Common factors Profit, revenue, net assets | |
item knowledge | |
Common factors Fair value, change in fair value | |
Measurement model Widely accepted | |
Measurement Model Not Widely Accepted |
Financial items


The resources t
Index
Fair value, market value, industrial stock index
Building indexes Ratios | ||||
Profit report
Knowledge revenue item
• Secret
• Authority
• Convenient disclosure
• Repeat customer revenue
Knowledge cost item
• Complaints
• Absence costs
• Union relations
• Disclose the disadvantages
• Sick leave
• Accidents.
Financial Statement
Knowledge asset item
• Training costs
• Brand loyalty
• Intellectual property
• Customer loyalty
• Strategic customers
• Expert's seniority
• Technological process
Knowledge debt item
• Large customer balance
• Taxes, tax increases.
Figure 3.3 : Framework model for building coefficients to evaluate knowledge resources of Vietnamese enterprises
Source : Abeysekera (2003) and synthesis, proposed by the author .
- 161 -
The coefficients for evaluating enterprise knowledge resources proposed from the above model are illustrated in Appendix 17 .
3.2.2.3. Orientation for recording and reporting corporate social responsibility on financial statements
(a) Overview of social responsibility and requirements for presenting corporate social responsibility on financial statements
There are many approaches to Corporate Social Responsibility (CSR).
According to the European Commission (2011), CSR is the responsibility of businesses for their impact on society. Anguss Duff (2011) refers to social responsibility as the positive impact and amelioration of negative impacts of businesses on society and the environment, through its activities, products, services and interactions with stakeholders such as employees, customers, investors, communities and suppliers.
Stone (2005) analyzes the concept of CSR into mandatory, recognized and discretionary responsibilities towards the community of the enterprise. Meanwhile, the European Commission divides social responsibility into internal aspects (including: human resource management, occupational health and safety, adapting to change, environmental impact management and natural resources) and external aspects (including: local community, business partners, suppliers and consumers, human rights, global environmental issues) (EC, 2001).
The issues of social responsibility , according to Quazi and O'Brien (2000), include: environmental protection; good relations with employees; ensuring shareholder benefits; consumer benefits and safety; good performance of supplier responsibilities, contributing to the social community. According to Tilt (2010), CSR includes: ethics; governance; social activities such as charity and community participation; product safety; equal opportunity; human rights and environmental activities.
- 162 -
Implementing social responsibility in general and environmental protection in particular brings significant benefits to businesses. Milton Friendman, an American economist who won the Nobel Prize in Economics, said: "Corporate social responsibility will increase their profits". The policy of reducing waste and waste in production will reduce business costs. Consumers may be willing to spend more or pay higher prices for products and services that have less impact on the environment, with the brand name "green products". Marketing and advertising through social activities and environmental protection have proven to be much more effective than traditional marketing methods. Research by Schmitdt (2003) cited by Nguyen Dinh Hung (2009) also shows that there is a certain correlation between the results of implementing social and environmental protection and the financial results of businesses.
Social responsibility accounting focuses on the contribution of businesses to society and the environment through their activities. Currently, the IASB prescribes the content applicable to environmental liabilities and provisions in IAS37 - Provisions, contingent assets and liabilities and IFRS 3 - Business combinations. Recent analysis shows the diversity in social responsibility reports, including commitment reports, environmental reports, economic and social performance reports (also known as 3 P reports: people, planet, profit) and as part of annual reports or financial statements, as well as the diversity in the format, level and nature of the reports, especially across industries and between countries (Labelle, 2006 cited by Tilt, 2010).
In many countries around the world, more and more businesses are interested in and implementing social responsibility reports. A study by KPMG on 250 leading companies (G 250) in 21 countries showed that the rate of companies reporting on social responsibility (in a separate report or as part of the annual report) increased from an average of 45% in 2000 to 64% in 2005, 83% in 2008 and 95% in 2011. Japan, an Asian country, is considered a leading country in implementing social responsibility reports. Accordingly, the rate of businesses in Japan reporting on social responsibility implementation (in KPMG research data) in 2008 was 93%, in 2011 was 99% (KPMG, 2011) .
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Businesses around the world are increasingly recognizing that CSR reporting drives innovation and research, helping companies grow their businesses and increase organizational value. Companies that do not yet report on their CSR activities are beginning to come under significant pressure. This will become increasingly important, not only to compete in a social context, but also to gain a better understanding of how CSR activities impact and benefit businesses such as cost savings and the creation of new business opportunities (KPMG, 2011).
Thus, similar to the recognition and presentation of intellectual resources, although there is not yet a complete basis for regulations on principles, content and methods, the recognition and reporting of corporate social responsibility on financial statements or annual reports is currently an inevitable trend in many countries around the world.
In Vietnam, corporate social responsibility reporting is not a new thing. Some large enterprises and corporations such as Vinamilk, VNGroup... have reported on social responsibility implementation since 2007. A study by the Institute of Labor Science and Social Affairs in 2008 at textile and footwear enterprises showed that, thanks to social responsibility implementation, labor productivity increased from 34.2 million to 35.8 million VND/person/year (Nguyen Dinh Hung, 2009).
However, there are currently many barriers and challenges to implementing and reporting on CSR in Vietnam. Limited awareness of social responsibility in general and environmental protection in particular among enterprises; lack of financial resources and methods to implement social responsibility standards; no framework on principles or content of CRS reporting applicable to enterprises; CSR reporting is mainly spontaneous, the number of enterprises reporting CRS is very small, mainly concentrated in large-scale enterprises.
From the above situation, to meet the requirements of the international integration process in accounting, Vietnam cannot help but research and gradually apply the recognition and reporting of social responsibility on corporate financial statements according to international trends and practices, with an appropriate roadmap.
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(b) Roadmap for applying social responsibility reporting on financial statements of Vietnamese enterprises
Based on the level of requirements of the integration process and the conditions of Vietnam, the thesis orients the roadmap for applying the recognition and reporting of knowledge resources on corporate financial statements as follows:
From now until the end of 2016
Firstly , implement propaganda, dissemination, seminars... to raise awareness of the meaning and benefits of implementing CSR and reporting CSR, creating consensus from businesses, accountants to users of information on financial statements. Gradually turn the implementation of social responsibility in general and to the environment in particular of businesses into an internal motivation for administrators.
Second, review and adjust VAS 18 - Provisions, contingent assets and liabilities and VAS 11 - Business combinations in accordance with the provisions of IAS 37 and IFRS 3. Issue regulations and guidelines on basic issues on social responsibility reporting in general and environmental costs in particular, such as the scope of contents that need to be reported or explained, presentation of social responsibility assessment indexes, etc. The regulations are mandatory first of all for listed companies and corporations, and are encouraged to be applied to other types of enterprises.
From 2017-2020
Firstly , build a legal corridor that requires businesses to fully and seriously fulfill their responsibilities towards the environment, including: supplementing, completing, fully and synchronously implementing legal documents on environmental protection, for example, specific regulations on air quality, water quality, solid waste, toxic waste, biodiversity, etc.; strictly enforcing regulations on environmental protection, resolutely handling violations, not taking environmental protection regulations lightly for immediate goals (such as attracting investment capital).
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Second , based on the new guidelines and regulations of IASB as well as the application in countries, update, regulate and guide the recognition and presentation of social responsibility reports on Vietnamese financial statements in accordance with IASB and international practices.
(c) Orientation of some CSR reporting contents on the Vietnamese enterprise financial reporting system
Based on the objectives and scope of the thesis, this section only presents the orientation of basic issues on presenting social responsibility on financial statements, in the spirit of harmony with international practices.
Elements of CSR presented in the Financial Statements or Annual Reports
Social responsibility reporting is still a relatively new issue for countries. The determination of the content, the elements of CSR presented in the report and its priority are currently not the same between countries and businesses.
The content and elements of CSR presented in the Financial Statements or Annual Reports that this thesis proposes below are mainly based on: The 2008 United Nations Guidelines on Social Responsibility Indicators in Annual Reports (UNCTAD/ITE/TEB/2007/6); CSR elements that have been commonly presented in Japanese enterprises and some Asian countries; and the author's synthesis and recommendations.
The basic content of the CSR Report on the financial reporting system of Vietnamese enterprises, according to the thesis, is presented in Table 3.3.

![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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