Saigon. The author approaches based on contingency theory and technology acceptance theory. With 6 factors, the research results confirm the statistically significant influence of all 6 factors including business size, business competition, business management hierarchy, application of business strategy, cost of organizing KTTN, and managers' awareness of KTTN.
Research Gap:
Besides the theoretical and practical successes, the research works still have certain gaps. These are the issues that the author's topic will continue to research, specifically:
Firstly, the issue of decentralization and delegation of management authority is one of the basic characteristics of responsibility accounting. However, decentralization and delegation of authority in EVN enterprises still exist when there is complexity in decentralization and delegation of authority in work. Therefore, this is a gap for the thesis to research and analyze, and is also one of the indispensable conditions for implementing responsibility accounting.
Second, the current level of implementation of responsibility accounting in enterprises in general and enterprises under EVN in particular is not profound and comprehensive, only at the general level. Therefore, the thesis will analyze in more depth the current situation of electricity production, transmission, distribution and trading activities; from there, the thesis will propose solutions in applying responsibility accounting in enterprises under EVN group.
Third, as analyzed above, there are some viewpoints indicating that there are only 03 responsibility centers: (1)-Cost center, (2)-Profit center, (3)-Investment center. There are some other studies indicating that there are 04 responsibility centers: (1)-Cost center, (2)-Revenue center, (3)-Profit center, (4)-Investment center. Therefore, the thesis studies and chooses to analyze the content of responsibility accounting according to 04 centers: (1)-Cost center, (2)-Revenue center, (3)-Profit center, (4)-Investment center. From there, the thesis aims to analyze, evaluate and propose solutions suitable to the characteristics of electricity production, transmission, distribution and trading enterprises at EVN enterprises at present.
Fourthly, although there are currently a number of domestic and foreign studies on factors affecting the organization of responsibility accounting. However, very few studies on factors affecting the implementation of responsibility accounting in enterprises using highly convincing quantitative methods. Each enterprise is different when approaching the quantitative method, which will give different research results. Therefore, the thesis studies the factors affecting the level of implementation of responsibility accounting in enterprises under EVN.
Fifth, the electricity business sector - a specific and very important business sector in the current context of globalization. Basically, responsibility accounting has been established in electricity enterprises, but it is not comprehensive and thorough. Currently, there is no comprehensive study on responsibility accounting in electricity enterprises under EVN. Therefore, the thesis studies the content of responsibility accounting in electricity enterprises, on that basis, assesses the current situation and proposes solutions to further improve the current situation of responsibility accounting in enterprises under Vietnam Electricity Group.
3. Research objectives
From the study of general theory of responsibility accounting in enterprises and the current situation of responsibility accounting in enterprises under EVN, the thesis proposes solutions to improve responsibility accounting in enterprises under EVN to improve management capacity in electricity production, transmission and distribution activities of electricity enterprises with specific objectives:
Firstly, the thesis systematizes and clarifies the theory of responsibility accounting for enterprises in Vietnam; factors affecting the implementation of responsibility accounting in enterprises.
Second, the thesis describes the current situation of responsibility accounting associated with the activities of production, transmission, distribution and electricity trading at enterprises under EVN. The thesis points out the achievements, limitations and causes leading to limitations in responsibility accounting in enterprises under EVN to serve as a basis for
basis for proposing solutions. At the same time, the thesis assesses the level of influence of factors affecting the implementation of KTTN at EVN enterprises.
Third, the thesis proposes complete solutions for responsibility accounting in EVN enterprises. At the same time, it specifies the conditions for implementing the proposed solutions from the perspective of the State, functional agencies and enterprises of EVN group.
4. Subject and scope of research topic
4.1. Research subjects
Basic theory of responsibility accounting in enterprises and the current situation of responsibility accounting in enterprises belonging to Vietnam Electricity Group.
4.2. Scope of research
+ About space:
In the field of production: The thesis focuses on the study of responsibility accounting at the subsidiary in which EVN holds 100% of the charter capital, which is Power Generation Corporation 1; the company in which EVN holds more than 50% of the charter capital, which is Power Generation Corporation 2 and Power Generation Corporation 3.
In the field of transmission and distribution: The thesis focuses on research on responsibility accounting at a subsidiary company with 100% charter capital held by EVN, the National Power Transmission Corporation.
In the field of electricity business: The thesis focuses on research on responsibility accounting at subsidiaries with 100% charter capital held by EVN, namely Northern Power Corporation, Central Power Corporation, Southern Power Corporation, Ho Chi Minh Power Corporation, Hanoi Power Corporation.
The thesis does not focus on the study of responsibility accounting under parent companies, companies in which EVN holds more than 50% of charter capital or has other controlling power. In the field of transmission, distribution and trading of electricity. Because these power companies are not held 100% of charter capital by EVN and do not have the main function of producing, transmitting, distributing and trading electricity.
+ About time: Actual survey data in electricity enterprises in the period from 2019 to 2022.
The thesis focuses on the research on responsibility accounting at a subsidiary company with 100% charter capital held by EVN. The thesis researches the approach to the content of responsibility accounting according to the responsibility centers: Cost center, revenue center, profit center, investment center.
5. Research questions
- Firstly, what does the theoretical framework for research on responsibility accounting in enterprises include?
- Second, what are the current contents of responsibility accounting in the production, transmission, distribution and trading of electricity in EVN enterprises?
- Third, what factors affect the implementation of responsibility accounting at EVN enterprises today?
- Fourth, what are the limitations and causes leading to limitations when implementing responsibility accounting in the production, transmission, distribution and trading of electricity at enterprises under EVN?
- Fifth, what solutions contribute to improving the efficiency of implementing KTTN in the production, transmission, distribution and trading of electricity at EVN enterprises today?
6. Research methods
6.1 . Research design
The thesis uses a combination of basic research methods of economic science such as comparison, statistics, analysis, interpretation, induction, diagrams,
… to present theoretical and practical issues. At the same time, flexibly use qualitative research methods to solve problems according to the research objectives set. An overview of the entire research process is presented in Figure 1.
Figure 1. Thesis research design
Synthesize the results of previous studies related to the Thesis and identify research gaps
Identify research objectives
Identify research questions
Determine the object and scope of the research
Primary data
Secondary data
Data Collection
Qualitative and quantitative research
Research theoretical issues:
-Overview of KTTN: concept, characteristics
points, roles, classification
- Management structure and relationship with KTTN: related to decentralization, related to KTTN
- Factors affecting the application of KTTN in enterprises
Research on current issues:
-Overview of EVN: formation process
and development;
- Current status of management and decentralization structure
(Source: Author's own synthesis)
- Current status of KTTN at EVN: current status of TTCP, TTDT, TTLN, TTĐT, BSC
- Assess the current situation and causes
Proposing solutions and conditions for implementing solutions to apply KTTN at EVN
6.2. Data collection method
(a) Primary data collection method
(Source: Author's own synthesis)
The researcher interviewed a number of experts in the field of management accounting research such as accounting regime researchers, scientists with extensive experience in the field of accounting in general and responsibility accounting in particular.
separately. The researcher conducted interviews directly or online (via Zoom) with 05 managers and specialists, accounting experts at a number of enterprises under EVN. Specifically: 02 Representatives of the Board of Directors; 02 Staff of the Finance and Accounting Department; 01 Scientist who is a lecturer teaching the Management Accounting course. The interview content was built based on pre-prepared questions related to the research content of the thesis and adjusted the scale in the survey questionnaire. However, sometimes there were questions added according to specific situations of the interview to clarify and find out more information about the awareness, level of application, and viewpoints on applying Responsibility Accounting at enterprises under EVN that were not mentioned in the Survey Form. The time of an interview is usually from 10 minutes to 30 minutes. The interview grid is presented in Appendix 1A . The interview results are based on the content of the scales that have been synthesized from the research overview. Researchers, business administrators, and accountants commented on the survey. The interview results are summarized in Appendix 1C - Summary of interview results .
Figure 2. Survey results deployment process
Draft survey form, Select survey sample
Conduct a test survey
Ask the experts
Adjust,
Complete the survey
Submit survey
Survey results synthesis, data analysis and processing
(Source: Author's own synthesis)
After building the indicators to measure the research variables and conducting interviews, the content of the questionnaire was adjusted. To create the survey, the researcher based on the research objectives and research questions. The basic survey consists of 2 contents: Part 1 describes the general information of the survey participants, Part 2 is the affirmations, the indicators to measure the research variables. The questions in the survey aim to collect diverse information. To have suitable and highly accurate data, the thesis conducts a data survey in 2 steps: a pilot survey and an official data survey. Steps to take:
Pilot survey : A pilot survey is necessary to determine the suitability and effectiveness of the survey implementation process and the survey form. This is an important step because it determines the completeness and accuracy of the surveyed information. The pilot survey is conducted directly with respondents to detect any shortcomings, inconsistencies in the question writing, questionnaire design, response options, and missing content that needs to be supplemented or duplicated content that needs to be removed. The pilot survey is conducted at a business that is a Level 1 subsidiary of EVN, which is the General Corporation, Power Generation Corporation 1. For the management sector: The survey form on the application of Responsibility Accounting includes (i) members of the Board of Members; (ii) Representative of the Board of Directors, who is the Deputy General Director in charge of finance; (iii) Representative of the leader of the Organization and Personnel Department; (iv) Representative of the leader of the Finance and Accounting Department; (v) Representative of the leader of the Planning Department; (vi) Representative of the Investment and Construction Management Board; (vii) Representative of the Production Engineering Board; (viii) Representative of the Board of Directors of the Subsidiary, Da Nhim-Ham Thuan-Da Mi Hydropower Joint Stock Company. For employees in the group, they are (i) Employees of the Finance and Accounting Department of the Subsidiary at level 1 and employees of the Finance and Accounting Department and employees of the Finance and Accounting Department of the Power Company at level 2. With quantitative analysis, the minimum sample size is 30 ballots, NCS sent the survey link via email to 50 people from the above survey subjects. The survey results received responses from 36 people, and the information on the question " Do you have any suggestions for editing the survey content ?" all received no response or "easy to understand" comments. From the interview content and the test survey results. Ballot
The official survey was revised and conducted on a large scale for EVN survey subjects.
Official survey:
Define survey sample:
According to the regulations on the organizational structure of enterprises, there are 16 enterprises, of which 09 enterprises are subsidiaries with 100% charter capital owned by EVN and 06 enterprises are subsidiaries with controlling shares held by EVN. The study determined the minimum sample size according to the quantitative research method used in the topic. With a total of 27 indicators measuring the research variables in Table 2 and Appendix 1B, the minimum sample size was determined according to Nguyen Dinh Tho (2013) to meet the exploratory factor analysis (EFA) according to the formula:
Minimum sample size = Number of measurement indicators * 5
Thus, the minimum sample size of the study is 135 survey questionnaires.
Content and method of sending survey form
The method of sending the NCS survey was through the Google Drive tool, the total number of responses received was 146. The content on the survey was designed to ensure that all research indicators must have responses before the results can be sent (Using the “required” warning when designing the online survey). Therefore, 100% of the survey content was fully answered. The basic content of the Survey is presented in Table 1 below:
Table 1. Main content of the Survey Form and survey results
TT
Sentence ask number | Survey content | Generate (vote) | Return (vote) | Ratio rate | |
Survey Form 1B: Online Survey https://forms.gle/BsvnbdDMX2inojaN6 | |||||
1 | General business information survey | 146 | |||
2 | Survey on the level of implementation of KTTN | 146 | |||
3 | Survey of factors affecting implementation KTTN | 146 | |||
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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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Survey Results by Question Content (Based on the Summary Table of Tourist Feedback in the Multiple Choice Questions Section) -
Spss Data Processing Results of Survey Form for Former Students -
Expert Survey Results on Research Scales -
Survey Results on Corporate Communication

(Source: Author's synthesis)

![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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