general operations of the bank such as: Directing, guiding, urging, inspecting the implementation of work, implementing policies and viewpoints of the Party and State, of the industry related to the business activities of the bank. The management organization structure of Agribank Ha Nam Branch is in Diagram 2.1.
Diagram 2.1: Organizational and management structure of Agribank Ha Nam Branch

(Source: Agribank Ha Nam Province Branch)
a. Vertical system organizational structure:
According to Consolidated Document 2058/VBHN-HDTV-TCTL dated December 31, 2016 of the Board of Members, Agribank Ha Nam Province Branch is a Type I Branch; District and City Branches are Type II Branches and transaction offices under Type II Branches. At Agribank Ha Nam Province Branch, there are:
- Head office, 3 type II branches.
- 04 transaction offices of Type II Branch.
b. Horizontal organizational structure:
At Agribank Headquarters, Ha Nam Province Branch, there are 8 specialized departments with the following tasks:
- Corporate Customer Department: Develop strategies for corporate customers, classify customers; Appraise loan proposals; Submit to the appraisal department loans exceeding the authority according to regulations; Classify debts, analyze overdue debts; Manage risks in the field of corporate customer credit.
- Department of Household and Individual Customers: Develop strategies for household and individual customers, classify customers; Appraise loan proposals; Submit to the appraisal department for loans exceeding the authority according to regulations; Classify debts, analyze overdue debts; Manage risks in the field of personal customer credit.
- Planning and Capital Department: Directly manage the balance of capital to ensure the structures of terms, currencies, and deposit types; Focal point for advising the Director on developing short-term, medium-term, and long-term business plans; Collect and monitor business plan indicators.
- Accounting and Treasury Department: Directly accounting, statistical accounting and payment according to Agribank's regulations; Building financial targets and salary fund of the Branch.
- Computer Department: Manage and operate information technology infrastructure systems, application systems, and database management at the Branch according to regulations. Manage and use information equipment for business operations and maintain and repair machinery, IT equipment, and software of the Branch. Ensure information technology safety and security at the Branch.
- Internal Inspection and Control Department: Organize and implement inspections according to the outline and program of inspection and control work; Keep confidential records, documents, and information related to inspection and control work according to regulations.
- Service and Marketing Department: Marketing and introducing banking products and services, accessing customer feedback; Proposing and consulting on new products and services; Deploying marketing and information dissemination plans.
- General Department: Develop monthly, quarterly and annual work programs; supervise the implementation of tasks approved by the Director; Implement salary and insurance regimes, labor management; Carry out personnel planning work.
Set up, propose, and store staff; Carry out construction, purchase, and repair of fixed assets and labor tools.
2.1.5. Recent business performance results
2.1.5.1. Capital mobilization activities
In recent years, in the face of complicated developments in the capital market and fierce competition among commercial banks in the period of global economic integration, the Board of Directors of Agribank in general and Agribank Ha Nam Branch in particular have thoroughly understood throughout the system that capital mobilization is one of the top priority tasks throughout the development process. In addition to maintaining capital mobilized from enterprises, Agribank Ha Nam Branch has paid more attention to the retail customer segment.
Despite fierce competition among banks in attracting deposit customers through deposit interest rate policies and promotional programs, customer care, capital mobilization activities of Agribank Ha Nam Branch in recent years have achieved impressive results in terms of scale and growth rate.
Table 2.1: Capital mobilized by Agribank Ha Nam Branch
Unit: Billion VND
Target
2017 | Proportion (%) | 2018 | Proportion (%) | 2019 | Proportion (%) | |
I. By economic sector | ||||||
Residential deposits | 5,753 | 94.9 | 6,731 | 94.9 | 8,530 | 94.5 |
Deposits at Treasury and other credit institutions | 46 | 0.8 | 77 | 1.1 | 0.9 | 0.0 |
Deposits of economic organizations, investment funds, other | 263 | 4.3 | 284 | 4.0 | 494 | 5.5 |
II. By term | ||||||
No term | 531 | 8.8 | 612 | 8.6 | 715 | 7.9 |
Term under 12 months | 2,617 | 43.2 | 2,597 | 36.6 | 2,785 | 30.9 |
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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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Organizational Structure of Joint Stock Commercial Bank for Foreign Trade of Vietnam - Bac Ninh Branch
Target
Year | Ratio | Year | Ratio | Year | Ratio | |
Term of 12 months or more | 2,914 | 48.1 | 3,883 | 54.8 | 5.525 | 61.2 |
III. By currency | ||||||
Local currency | 6.022 | 99.67 | 7,047 | 99.37 | 8,983 | 99.53 |
Foreign currency | 40 | 0.33 | 45 | 0.63 | 42 | 0.47 |
Total mobilized capital | 6.062 | 100 | 7,092 | 100 | 9,025 | 100 |
(Source: Business performance report 2017 - 2019 Agribank Ha Nam Branch)
Chart 2.1: Capital mobilized by Agribank Ha Nam Branch
Unit: Billion VND
9000
8000
7000
6000
5000
4000
3000
2000
1000
0
5225
3883
2914
2617
2597
2785
531
612
715
2017 2018 2019
KKH Deposit
Term under 12 months
Term over 12 months
(Source: Business performance report 2017 - 2019 Agribank Ha Nam Branch)
Through the above table, we can see that the bank's mobilized capital in recent years has increased relatively steadily. Total capital in 2018 reached 7,092 billion VND, an increase of
1,030 billion VND compared to 2017, corresponding to an increase of 116.9% compared to 2017. In 2019, total capital reached 9,025 billion VND, an increase of 1,993 billion VND compared to 2018. In general, the recovery of the world economy in general and Vietnam in particular in the period 2017-2019 is one of the factors positively affecting the capital mobilization activities of commercial banks in general and Agribank Ha Nam Branch in particular. The recovery of the economy helps increase the amount of goods in circulation.
Information, inventory reduction, surplus value increase create abundant idle capital in society, help banks create many capital mobilization channels, so capital growth is high over the years.
In terms of economic sectors, we see that: According to general assessment, the largest source of deposits is residential deposits, which is a stable and indispensable source due to the saving habits of Vietnamese people. Although having to compete on interest rates with commercial banks, however, due to advantages in capital mobilization activities due to wide coverage, long-standing brand reputation as well as effective directions and measures in capital mobilization activities, the Branch's residential deposits still achieved high growth over the years. In 2017, residential deposits were 5,753 billion VND, accounting for 94.9% of total mobilized capital, in 2018 it increased by 978 billion VND to 6,731 billion VND, accounting for 94.9% of total mobilized capital and in 2019 it reached 8,530 billion VND, accounting for 94.5% of total mobilized capital. Deposits of economic organizations account for a small proportion of total mobilized capital, and have seen good growth over the years. In addition, deposits of economic organizations are often a source of demand deposits with low mobilization costs, so they are very effective when banks lend: in 2016 they accounted for 9.67%, in 2017 they accounted for 4.54% and in 2018 they were 3.12%.
In terms of mobilized currency, mobilization in domestic currency accounts for a large proportion of total mobilized capital: 99.67% in 2017, 99.37% in 2018 and 99.53% in 2019. In general, capital mobilization in foreign currency often accounts for a low proportion because Ha Nam does not have many advantages for trade, import and export activities, foreign currency mobilization interest rates at 0% according to the State Bank's policy on tightening foreign exchange management make it difficult for banks to mobilize foreign currency deposits from customers. On the other hand, in recent years, although VND deposit interest rates have decreased, they are still many times higher than foreign currency deposit interest rates. Therefore, people tend to switch from foreign currency deposits to VND to enjoy higher interest rates.
In terms of deposit term, long-term deposits (over 12 months) account for the largest proportion of the total deposit resources of the entire branch and tend to increase over the years. In 2017, long-term deposits reached 2,914 billion VND, equivalent to 48.1% of total resources.
mobilized capital, in 2018, reached 3,883 billion VND, equivalent to 54.8% of total mobilized capital. By 2019, long-term deposits increased sharply to 5,525 billion VND, equivalent to 61.2% of the Bank's total mobilized capital. In general, the high proportion of long-term mobilized capital helps the Bank have a highly stable source of capital, limiting liquidity risks to focus on serving lending activities. However, this source of capital has the characteristic of the highest mobilization cost, so it can affect the cost of capital in the Bank's lending activities.
In recent years, the branch has applied many positive measures to enhance capital mobilization with many programs applied such as: "Save to reap the spring fortune at the beginning of the year"; Saving for prizes "On the occasion of Hung King's death anniversary" and promotional programs, ... so it has created attraction for depositors, especially individual customers. Thanks to that, the branch has made breakthroughs in capital mobilization and at the same time created great competitiveness with other commercial banks in the area.
2.1.5.2. Credit activities
It can be said that capital mobilization is the springboard and capital utilization is the decisive force for the bank's business efficiency. The stability in capital mobilization has partly created a solid foundation for the branch's credit activities.
By closely following the local economic development orientation and the business orientation of the superior bank, Agribank Ha Nam Branch has introduced reasonable policies with the motto: quality, efficiency and safety are paramount, taking customer efficiency as the business goal of the bank. Under the direction of the Vietnam Bank for Agriculture and Rural Development, Agribank Ha Nam Branch has focused all resources and time on resolving overdue debts and investing to meet capital needs in the area in order to increase outstanding loans to meet capital needs in the area and contribute to promoting regional economic development.
The branch was established in the context of our country's economy entering a period of innovation, so the economy is still facing many difficulties, capital mobilization and credit expansion are extremely difficult. However, the branch has stood firm, gradually integrating and developing both in terms of capital mobilization work.
capital and credit activities. As our country's economy has shifted to a market economy, economic entities are in great need of capital to expand production and business. With the advantage of being one of the first commercial banks established in the province, whose main target is rural agriculture, the branch has built a reputation in the market despite the many fluctuations in the economy. There are many other competitors in the area, but the branch has made efforts to promote lending activities and has achieved significant results.
Specifically, the branch's outstanding debt situation is as follows:
Table 2.2: Outstanding loan situation of Agribank Ha Nam Branch
Unit: Billion VND
Target
2017 | Proportion | 2018 | Proportion | 2019 | Proportion | Compare | ||||
2018/2017 | 2019/2018 | |||||||||
+/- | % | +/- | % | |||||||
I. By customer target | ||||||||||
HSX, Individual | 2,361 | 45.0% | 3,044 | 45.7% | 3,474 | 46.8% | 323 | 11.87% | 430 | 14.1% |
Cooperative, Enterprise | 3,685 | 55.0% | 3,613 | 54.3% | 3,944 | 53.2% | 288 | 8.66% | 331 | 9.2% |
II. By term | ||||||||||
Short term | 3,400 | 56.2% | 3,699 | 55.6% | 4,274 | 57.6% | 299 | 8.8% | 575 | 15.5% |
Medium term | 1,416 | 23.4% | 1,492 | 22.4% | 1,641 | 22.1% | 76 | 5.4% | 149 | 10.0% |
Long term | 1,230 | 20.3% | 1,466 | 22.0% | 1,503 | 20.3% | 236 | 19.2% | 37 | 2.5% |
III. By loan currency | ||||||||||
VND | 5,925 | 98.0% | 6,611 | 99.3% | 7,357 | 99.2% | 686 | 11.6% | 746 | 11.3% |
Foreign currency | 121 | 2.0% | 46 | 0.7% | 61 | 0.8% | -75 | -62.0% | 15 | 32.6% |
Total outstanding credit use | 6,046 | 100.0% | 6,657 | 100.0% | 7,418 | 100.0% | 611 | 10.1% | 761 | 11.4% |
(Source: Business performance report 2017 - 2019 Agribank Ha Nam Branch)
Chart 2.2: Outstanding loan situation of Agribank Ha Nam Branch
Outstanding loan situation of Agribank Ha Nam Branch
8000
7000
6000
3994
3613
3474
2017
2018
2019
Individual Economic Organization
Unit: Billion VND
3325 | ||
4000 | ||
3000 | ||
2000 | 2727 | 3044 |
1000 | ||
0 |
(Source: Business performance report 2017 - 2019 Agribank Ha Nam Branch)
Through table 2.2 and chart 2.2, we can see that the credit balance growth rate is quite good. The outstanding balance at the end of 2018 was 6,657 billion VND, increasing to 611 billion VND (an increase of 10.1%) compared to 2017. At the end of 2019, the branch's total outstanding balance was 7,418 billion VND, an increase of 791 billion VND, an increase of 11.93% compared to 2018. The branch's credit balance grew mainly in the personal loan segment with growth rates in 2018 and 2019 reaching 11.87% and 14.1% respectively.
By economic sector, in 2017, outstanding loans to Enterprises and Cooperatives reached 3,325 billion VND, accounting for 55%. Outstanding loans to HSX and individuals reached 2,721 billion VND, accounting for 45%. In 2018, outstanding loans to individuals increased by 323 billion VND to
3,044 billion VND, equivalent to a growth rate of 11.87%, accounting for 46.8% of total outstanding loans. Outstanding loans to economic organizations increased by 288 billion VND, equivalent to an increase of 8.66%, reaching 3,613 billion VND at the end of 2018, equivalent to 54.3% of total outstanding loans. In 2019, outstanding loans for each type of customer also grew, outstanding loans to Enterprises




![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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