● Step 3 : The material sample is pressed on a hydraulic press with heating according to the following mode: vulcanization temperature is 170 o C, pressure is 6 kg/cm 2 for 15 minutes.
● Step 4 : Take the mold out and let it cool slowly, then take the sample out.
2.2.1.3. Manufacturing CR/PVC blend rubber samples
a) Single component of material fabrication
Table 2.3. Single component of CR/PVC material
Raw materials, chemicals
Content (ppm) | |
PVC-S CR DOP Cd-stearate Ba-stearate Stearic acid S ZnO Promoter M Promoter DM Carbon Black N 330 SiO 2 | 0 100 100 0 60 (% by PVC) 1.5 (% by PVC) 1.5 (% by PVC) 1 3 5 0.3 0.6 30 12 |
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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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Improved Ebb Method for Determining Void Volume -
Method for Determining Non-Toxic Potential to Human Cells -
Method of Determining Some Indicators Reflecting Economic Growth -
Method for Determining the Amount of K Provided by Rainwater, the Amount of K Lost by Erosion and the Amount of K Lost by Leaching
b) Material manufacturing process
● Step 1: Mix PVC separately with cadmium stearate stabilizer, barium stearate and DOP plasticizer, then heat-cured at 70 o C for 6 hours.
● Step 2: Take PVC mixed with plasticizer and mix it with CR rubber and additives in a closed mixer at 170 o C, for 7 minutes and speed of 50 rpm.
● Step 3: After mixing, the rubber - plastic mixture is cooled and mixed with accelerator and sulfur at room temperature on a 2-roll rolling mill for 5 minutes at a temperature less than 50 o C.
● Step 4: The material sample is pressed on a hydraulic press according to the following mode: temperature
vulcanization 170 o C, pressing pressure 6kg/cm 2 , time 15 minutes.
● Step 5: Take out the mold and let it cool slowly before taking the sample.
2.2.1.4. Manufacturing of NBR/CR/PVC blend rubber samples
a) Single component of material fabrication
Table 2.4. Single component for manufacturing NBR/CR/PVC material
Raw materials, chemicals
Content (ppm) | |
NBR CR PVC DOP Cd-stearate Ba-stearate Stearic acid S ZnO Promotion D Promotion DM Carbon black N 330 SiO 2 | x 1 x 2 x 3 60 (% by PVC) 1.5 (% by PVC) 1.5 (% by PVC) 1 3 5 0.3 0.6 30 12 |
Condition | x 1 + x 2 + x 3 = 100 |
b) Material manufacturing process
● Step 1: Mix PVC separately with stabilizers cadmium stearate, barium stearate and plasticizer DOP, then incubate at 70 o C for 6 hours.
● Step 2 : Take PVC mixed with plasticizer and mix with two rubbers (CR, NBR) and additives on a closed mixer at 170 o C, time 7 minutes and speed 50 rpm.
● Step 3: The rubber-plastic component and additives are mixed with accelerator and sulfur on a 2-roll mill for 5 minutes at a temperature below 50 o C.
● Step 4 : The material sample is pressed on a hydraulic press with heating according to the mode: heat
vulcanization temperature 170 o C, with pressure 6 kg/cm 2 for 15 minutes.
● Step 5: Take the mold out and let it cool slowly, then take the sample out.
2.2.2. Method for determining properties and structure of blended rubber materials
2.2.2.1. Method for measuring tensile strength of materials
Tensile strength is the tensile stress recorded at the moment the sample breaks. The tensile strength of blended rubber material samples is determined according to TCVN 4509: 2006 [110] or ISO 37 - 2006 standards. The sample for measuring tensile strength is made in the form of a dumbbell as described in the figure below:

The device used to measure tensile strength is the YG - 632 tensile tester (Taiwan).
The tensile strength TS b (MPa) of the sample is calculated according to the following formula:
T S b
F b
W
t
In there :
F b is the tensile force of the sample (N)
W t is the cross-sectional area of the test specimen (mm 2 ) The results are averaged from 5 measured specimens.
2.2.2.2. Method for determining elongation at break of materials
Elongation at break is the elongation when pulled over the test length at the breaking point. The standards for the sample and measurement are the same as the method for determining tensile strength (according to TCVN 4509: 2006) [110] on the YG - 632 tensile tester (Taiwan).
Elongation at break (E b ) is calculated by the following formula:
E
l 1 l 0x 100%
b l
0
In there:
l 0 is the length between two marked points on the sample before tensile test (mm) l 1 is the length between two marked points on the sample immediately after fracture (mm) The results are averaged from 5 measured samples.
2.2.2.3. Method for determining permanent elongation of materials
The residual elongation is the difference in length of the sample after being pulled to break and left to rest for 3 minutes before being pulled to break, calculated as a percentage compared to the original length. The standard of the measuring sample and measuring equipment are the same as the method for determining the tensile strength (according to TCVN 4509: 2006) [110].
The residual elongation ( E ) is calculated by the formula:
E remainder =
l 2l 0x 100%
l
0
In there:
l 0 is the length between two marked points before pulling (mm);
l 2 is the length between two marked points after 3 minutes of tensile stress (mm). The result is the average of 5 measured samples.
2.2.2.4. Method for determining material hardness
The hardness (Shore A hardness) of blended rubber materials is determined according to TCVN 1595-1: 2007 [111] or ISO 7619-1: 2004. The principle of measurement is to measure the depth of the indenter when pressing into the material under specified conditions. The measurement is performed on a TECLOCK (Jis K6301A) hardness gauge (Shore A) of Japan. The rectangular test piece must allow measurement at 5 points. The hardness index is read on the scale after 3 seconds from the time of impact on the sample. For samples that after 3 seconds, the indenter continues to press deep into the sample, the hardness index is determined after 15 seconds. Each sample is measured at
3 different positions. The result is the average of 5 measurements.
2.2.2.5. Method for determining the abrasion resistance of materials
Acron abrasion resistance measurement of materials is performed according to Vietnamese standard TCVN 1594 - 87 [112]. Akron abrasion resistance test is performed on Y - 634 abrasion resistance tester (Taiwan).
The amount of abrasion (V) of the sample, in cm 3 /1.61 km, is calculated by the formula:
In there:
V m 1 m 2
d
m1 is the mass of the sample before abrasion (g);
m2 is the mass of the sample after abrasion (g);
d is the density of the rubber being tested g/cm 3 (density of blended rubber is determined according to standard TCVN 4866: 2007 [113].
2.2.2.6. Method for determining the swelling of materials in petroleum environment
The swelling of blended rubber materials in some liquid environments, including gasoline and oil, is performed according to TCVN 2752: 2008 [114] or ISO 1817 - 2005. The principle of the method is to determine the change in mass, change in volume or change in dimensions, surface area of the blended rubber sample before and after immersing the test sample in gasoline, oil, etc. environments.
The percentage change in mass ∆m (%) of blended rubber is calculated by the formula:
In there:
( m )
m 0
m 1 x 100
m 0
m0 is the mass of the sample before immersion (g) ;
m1 is the mass of the sample after immersion (g).
Results are averaged from 5 measurements.
2.2.2.7. Method for determining the aging coefficient of materials
a) Method for determining the aging coefficient of blended rubber materials according to TCVN 2229-77 standard [115]
The samples are prepared according to the specified standards and placed in a Memmert oven (Germany) at 70 o C (or 100 o C) for 24, 48, 72, 96, 144,... hours. After the specified time, the samples are taken out and left to stand for at least 4 hours at room temperature and no more than 96 hours, then the properties of the samples are measured after performing the aging test.
The aging coefficient ( K B ) of the material is calculated by the product of the tensile strength and elongation at break before and after aging according to the formula:
K
Z 2
B Z
In there :
1
Z 1 is the product of tensile strength and elongation at break before aging;
Z 2 is the product of tensile strength and elongation at break after aging.
Results are averaged from 5 measurements.
b) Method for determining the aging coefficient of materials in a humid heat radiation environment according to ASTM D4587-91 standard [116]
The specimens were cut into 10 x 14 (cm x cm) rectangles and placed on an aluminum plate in an ATLAS (USA) UVCON accelerated weathering chamber. The testing regime was cyclical, with each 12-hour cycle consisting of 8 hours of UV radiation at 340 nm, 70 o C temperature and 4 hours of condensation at 50 o C. After a certain number of cycles (2, 4, 6, 8, 10,… testing cycles), the specimens were measured for their physical and mechanical properties (tensile strength, elongation at break, hardness, etc.).
Aging coefficient ( K B ) is calculated by the product of tensile strength and elongation at break before and after aging according to the formula:
K
Z 2
B Z
In there :
1
Z 1 is the product of tensile strength and elongation at break before aging;
Z 2 is the product of tensile strength and elongation at break after aging.
Results are averaged from 5 measurements.
2.2.2.8. Scanning electron microscopy (SEM) method
To study the morphological structure of the material, we used the scanning electron microscope (SEM) method: the material sample was immersed in liquid nitrogen, fractured and then sliced with a thickness of about 1 mm. Then the sample was mounted on a support, the cut surface of the sample was coated with a thin layer of Pt, by the method of evaporation in a vacuum under voltage to increase the contrast. The sample was placed in the measuring chamber of the scanning electron microscope to take pictures of the fracture surface.
2.2.2.9. Thermogravimetric analysis (TGA) method
Thermogravimetric analysis (TGA) is a method of analyzing the continuous change in mass of a sample with increasing temperature. This method provides information on the temperature of onset of decomposition, the rate of decomposition and the percentage of mass loss of the material at different temperatures. The TGA analysis of the blended rubber sample was performed on a SETARAM (France) machine. The conditions for thermogravimetric analysis are as follows:
+ Environment: air;
+ Temperature increase rate: 10 o C/min;
+ Research temperature range: from 30 o C to 800 o C.
2.2.3. Experimental planning method
The experimental planning method is a modern method for studying multicomponent systems. Experiments are carried out according to a pre-established plan with simultaneous changes of factors that allow to establish the level of interaction between them and thus significantly reduce the number of experiments. The studied property of the system is a continuous function of the arguments (the composition of the components that make up the system) and is often represented in the form of a polynomial that describes the system with considerable accuracy from a statistical point of view, through which the optimal composition ratio of the system under study can be determined [117, 118, 119]. To determine the optimal composition ratio of the three-component system NBR/CR/PVC, we performed the following methods:
2.2.3.1. Statistical experimental model based on passive experimental results
The statistical experimental model based on passive experimental results is a general model established based on passive experimental results that do not follow a predetermined mathematical model. From the experimental data set, we will process to find the average value, variance, test the homogeneity of the variances and on that basis calculate the experimental reproduction variance of tensile strength, elongation and hardness. Next, we will establish a mathematical model and evaluate the compatibility of that model by comparing the difference between the calculated value according to the model and the experimental value or evaluate through statistical standards. Assuming the three-component system NBR/CR/PVC has the corresponding components x 1 , x 2 , x 3 , we will calculate the average value y from the measurement results y 1 , y 2 , y 3 according to the formula:
m
what
y j 1 ;
m
i 1, n
(2.1)
i
Variance s 2 according to the following formula:
m
y ji
y 2
i
s 2
j 1
m 1
; i 1, n
(2.2)
From the largest variance value s 2 max among n values of s 2 j and calculate the norm

![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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