different mother from that sire.
If there are enough data for at least 5 sisters, the potential similarity value is
The milk yield of this male based on those five figures will be more accurate.
much more than using the method based on the phenotypic value of its mother.
Evaluation of bull selection by value
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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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Determining the price of residential land for compensation when the State recovers land according to current Vietnamese law - 2
similar to
potential

Milk through the first milk yield of the sister and daughter are the last two steps of the selection process of specialized dairy bulls. Depending on the purpose and demand for dairy cattle farming in each country, there are different evaluation criteria, but the most important is yield. To select HF bulls for milk potential, it is necessary to select through the milk yield of the sister and daughter because the bull itself does not produce milk, so it cannot be evaluated directly on the bull.
The true breeding value is never known, but the estimated value will approach the true value as the number of offspring samples increases. This value is determined from the analysis of all possible sources of information of the
individual, of itself and individuals 2006)
familiar (Nguyen Van Duc et al.,
The breed evaluation program uses a modern form of analysis.
is called the best linear unbiased estimate (BLUP).
The BLUP program has a degree of
high reliability because of use
can be used for most of the
source of information on the bloodline of individuals
and number
data of the properties
status. We can't
know the exact value
same for properties
different status, but a good way to determine breeding value can be determined. Breeding value represents the genetic difference between an individual and the population with which it is compared. The unit used for breeding value is
units of the trait in question. For example, units of value
The milk potential of HF dairy bulls is kg milk/lactation.
Suppose, a HF bull has a breeding value of 400 kg milk/lactation. That value means that cows born to this bull will have 200 kg milk/lactation more than the average of cows born to another father with breeding value (GTG) = 0 assuming the breeding value of the mother cow for milk production = 0, because that individual cow only receives 1/2 of the genes from the father and
fake
set that level
reliability of value
similar to
milk potential achieved
100%. Breeding value is the best estimate of genetic merit that modern technology can provide us to base breeding selection on. In addition, the homologous group is also a factor to consider in the analysis.
Confidence ranges from 0 to 100%. The confidence level of estimated seed value is often divided into 5 levels (Nguyen Van Duc et al., 2006): Very low (040%), low (4160%), medium (6175%), high (7695%), very high
(>95%).
1.3.2.2. Methods for determining estimated seed value
According to Nguyen Van Duc et al. (2006), the main methods for determining breed value include:
a. Similarity value calculated from the average of two kin groups
If the animals are in two related groups, for example, the paternal and maternal groups denoted by R1 and R2 and the corresponding phenotypic mean for the trait we are referring to for breeding value is denoted by PR1 and PR2, the breeding value (GTG) of that individual can be calculated as follows:
GTG
b1 (PR1
Pdan )
b2 (PR 2
Pdan )
Here: R1 and R2 are the paternal and paternal groups and the offspring groups
PR1 and PR2 are the phenotypic means for traits R1 and R2 respectively.
b1 and b2 are calculated from a number of individuals in groups,
relationship
of individuals
in groups with individuals that
We are calculating the same value.
If the breeding value of a bull for a productive trait
The amount of milk is calculated from a group of k daughters and n sisters who share a common
half-blood, value is calculated by the formula:
breed of bull
GTG
b1 (PO
Pdan )
b2 (PPNHT
Pdan )
Here: P0 and PPNHT represent the average phenotype of daughters and half-sisters.
b, Value
adjective
phenotype of the trait under consideration and
related status
If selection is made for some trait, the phenotype can be measured on both its own trait and its related trait. Note that selection based on phenotype of two traits is at least as reliable as
by just
based on only one trait. If X represents
for calculation
state that
value
alike
is calculating and Y represents
for the trait
Regarding trait X, the breeding value is calculated according to the formula:
GTGX
b1 (PX
PX )
b2 (PY
PY )
body
Here:
PX and PY are the phenotypes for traits X and Y of fish.
under consideration.
PX and PX are the herd averages of the traits.
The values of b1 and b2 in the following formulas are calculated as follows:
b1 h 2 x
(rp xp
py /
px )b2
y
b2 (hx rG XGY hy
px /
py )
(rPxPy
px /
py )b1
XY
Here: h2 and h2 are the heritability coefficients of traits X and Y.
px and py are the standard deviations of traits X and Y.
rGxGy and rpxpy are the genetic and phenotypic correlation coefficients between two traits.
Any source of information relevant to the breeding value of an individual can be extended to the above formulas. If parameters such as heritability, genetic correlation and phenotypic correlation are accurately determined, the breeding value can be calculated.
alike
based on the aggregated information will certainly
have degree
high reliability
than when using fewer information sources.
1.3.2.3. Selection of dairy bulls based on breed value and milk potential
a. In the world
Breeding value studies on the milk potential of dairy bulls in the world have been carried out for a long time and have achieved great results.
Zhang et al. (2000) used the BLUP method to estimate the value of
breeds of HF cattle in China and their value
similar to
product
The cyclical milk yield of this population varied from a low of 1,160.29 kg milk/cycle to a high of +2,052.75 kg milk/cycle.
Zwald et al. (2003) concluded that the average predicted transmitting ability (PTA) index for milk yield of the male cows in the herd groups ranged from 238 kg milk/lactation to 700 kg milk/lactation.
Powell et al. (2005), published the country-wise average GTG of
The top 100 cows from 10 countries showed: the highest GTG in Canada (+1785 kg milk/lactation) and the lowest in Australia (+745 kg milk/lactation). Gonzalez Recio et al. (2005) reported that the average GTG of internationally genetically evaluated bulls for milk production was 335 kg milk/lactation.
Mashhadi et al. (2008) reported that the results of a study using HF bulls in the United States and HF Ecuador to breed cows in Ecuador also showed that: if choosing 10% of HF bulls with the highest GTG, the GTG of HF bulls in the United States reached +760 kg of milk/cycle and HF bulls in Ecuador reached +576 kg of milk/cycle. The fluctuation in GTG was also similar to that of HF cows raised in Iran, fluctuating from 265 kg to +1287 kg of milk/cycle.
Zhang et al. (2000) used the BLUP method to estimate the GTG of HF cows in Beijing, China and found that the GTG of milk yield varied from 1,160.29 kg milk/lactation to +2,052.75 kg milk/lactation.
b. Domestic
In Vietnam, Nguyen Van Thuong et al. (1992) determined the GTG of 4 bulls with the highest milk yield, including 3 pure HF bulls with numbers 222, 223 and 111 and one hybrid HF bull with number 109 with 3/4HF1/4LaiSind.
Vo Van Su
et al. (1996), have
Estimated GTG of sires
Holstein Friesian on the two best dairy farms in our country, Moc Chau and Lam Dong, showed the highest GTG in male breed number 26.
+278.07 kg milk/cycle and lowest at
milk/cycle.
male number
167 is 127.21 kg
Pham Van Gioi (2008) said, the value
alike
average estimate
of the entire group of HF fathers used to breed HF cows in the North
Our country is 0.02 kg of milk/cycle, with an average reliability of 46.3%.
Pham Van Gioi (2008), studying the genetic nature of HF bulls through imported semen sources at dairy farms in Moc Chau, Tuyen Quang and Lam Dong, said that the highest estimated GTG was +1465.9 kg of milk/cycle and the lowest was +378.6 kg of milk/cycle, with
reliability ranges from 67 to 79%.
Le Ba Que (2013), estimated GTG of 09 imported breeding bulls
From the US and Cuba, the results obtained: the male with the highest GTG was
+1,064.58 kg of milk/cycle and the lowest GTG male was +36.62 kg, proving that the quality of this imported HF bull herd is uneven because of the large deviation in GTG.
Le Van Thong et al. (2013), implementation
topic
Ministry Level
stage
2008-2012 research on 12 HF bulls of Cuban and American origin in Moc Chau (Son La) and Duc Trong (Lam Dong) determined that the estimated GTG of the first milk potential of the daughter herd ranged from +53.15 kg milk/cycle to +1,232.8 kg milk/cycle.
Le Van Thong et al. (2014), implementation
topic
House Level Independence
2009-2013 period, GTG research estimates on milk potential
through the milk yield of the sister cows of 15 bulls born in
Vietnam reported that the GTG for milk potential ranged from 899.1 kg milk/cycle to +668.0 kg milk/cycle.
1.3.2.4. Application of breed values in selecting specialized dairy bulls
The breeding value of an individual is used to decide whether to select that individual for breeding or not.
a. History
value use
similar to
milk potential to
cattle quality assessment
Holstein Friesian male
HF bulls do not directly produce milk like HF cows, but
They can pass on their genes for milk production to the next generation. Therefore, to evaluate the milk production ability of a bull, we must evaluate the milk potential through the milk production of his sisters and daughters.
Value
alike
Estimates of milk potential
is the quantity represented
the best genetics that modern technology can provide
We use this as a basis for selecting male dairy breeders. Through price.
Breeding value can know the ability to pass on the milk-producing genes of each HF bull to the next generation. HF bulls with high breeding value in terms of milk potential are male individuals with good quality in terms of milk production ability. The offspring born from individuals with high breeding value
treat
milk potential
high will have
milk yield
higher than
offspring born to sires of low breeding value.
b. History
value use
similar to
milk potential to
bull breeding
Holstein Friesian
In the state-level independent project "Research on testing, evaluating and selecting the next generation of HF breeding bulls" in the period 2009-2013, Trung
The Central Livestock Breeding Center has established TCCS 04 standard:
2013/VINALCA on Holstein Frisien bulls grading method
Ranking. The ranking principle is to rank according to the magnitude of the breeding value or production index. Specifically, the bull with the largest breeding value or production index is ranked first (one), the individual with the second, third, etc. largest breeding value or production index continues to be ranked in the next position 2, 3, etc. (Institute of Animal Husbandry, 2013).
In the process of selecting and testing male bulls that pass away,
use the results of the assessment step
value
milk potential
through
milk yield
of the daughters of each bull to
selection is
most accurate. Therefore, when ranking bulls for milk potential, bulls with high breeding value for milk potential are ranked first and ranked in order from highest to lowest.
c. History
value use
similar to
milk potential to
program building
suitable breeding for Holstein Friesian cattle
Nguyen Van Duc et al. (2008), research determined
value
on the milk potential of individual purebred and crossbred HF bulls whose semen is being used to inseminate cows in Vietnam. The project
published value
milk potential
of 973 HF bulls
purebred and 5 crossbred HF sires, contributing significantly to the Vietnamese dairy cattle breeding work in order to build a mating program to create individuals with high breeding quality. From the results obtained, the authors proposed to use these breeding values in mating in breeding and multiplication work according to the breeding program to create a high-quality dairy herd: rapidly increasing in output and rapidly increasing in quantity. The specific breeding program is as follows:
For the best male breeding group (GTG over 600 kg milk/cycle)
need to be
Preferential mating with individuals
best cow in the herd
to create embryos and use those embryos for selecting bull and cow herds.
For good male breeding group (GTG from 100 to 600 kg of milk): should be mated
with nucleus herds to create nucleus herds and breed
(400<GTG<600 kg milk/cycle); create a selective herd of breeding and production cows (200<GTG<400 kg milk/cycle) and create a selective herd of production cows (100<GTG<200 kg milk/cycle).



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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 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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