Accepting entrustment. Disseminate and guide the implementation of State and industry mechanisms and regulations. Research and analyze the situation of policy credit activities to propose credit policy solutions suitable for local socio-economic development programs and projects.
3.1.3. Management structure: The organizational and operational model of the People's Credit Fund of Nghe An province is shown in diagram 3.1. below.
CEO
PROVINCIAL BOARD OF DIRECTORS
20 REPRESENTATIVE BOARD
DISTRICT BOARD OF DIRECTORS,
COMMUNE WOMEN'S UNION
COMMUNE LEVEL WAR VETERANS ASSOCIATION
COMMUNE-LEVEL YOUTH UNION
TK&VV SYSTEM
LOAN HOUSEHOLD
BOARD OF REPRESENTATIVES OF THE BOARD OF DIRECTORS OF THE NHCSXH
Science and Technology Department
INTERNAL EXAMINATION DEPARTMENT
KT - NQ DEPARTMENT
HC-TC DEPARTMENT
NEWS ROOM
20 TRANSACTION OFFICES
DISTRICT LEVEL
FARMERS ASSOCIATION
COMMUNE LEVEL
Diagram 3.1. Organizational and operational model of the People's Credit Fund of Nghe An province
(i) Board of Directors:
- The Board of Directors of the Social Policy Bank of Nghe An province currently has 203 members. Of which: The Board of Directors of the Provincial Social Policy Bank has 13 members; The Board of Directors of the District, Town and City Social Policy Bank has 220 members.
The Provincial Board of Directors has 13 members, including representatives: Head of the Board is Vice Chairman of the Provincial People's Committee; 01 Deputy Head (Director of the State Bank); 11 members including: Head of the Ethnic Committee; Deputy Chief of Office of the Provincial People's Committee; Deputy Director of the Department of Finance; Chairwoman of the Women's Union; Chairwoman of the Provincial Farmers' Association; Chairman of the Veterans' Association; Secretary of the Provincial Youth Union; Deputy Director of the Department of Labor - Invalids and Social Affairs; Deputy Director of the Department of Planning and Investment; Deputy Director of the Department of Agriculture and Rural Development; Director of the Provincial Social Policy Bank.
- The Board of Directors - District-level Social Policy Bank includes representatives: The Head of the Board is the Chairman or Vice Chairman of the District People's Committee; 09 members are the Chief of Office of the People's Committee, Head or Deputy Head of Finance Department, Department of Internal Affairs, Labor - Invalids and Social Affairs, Department of Agriculture and Rural Development, Chairmen of Farmers' Association, Women's Association, Veterans' Association, Secretary of Youth Union and Director of Social Policy Bank transaction office.
(ii) Operational management department
- At the Provincial Social Policy Bank, the Board of Directors consists of 04 people: Director, 03 Deputy Directors.
- The functional departments include: Credit Planning Department; Treasury Accounting Department; Internal Auditing Department; Information Technology Department, Organizational Administration Department.
- At district level there are 21 transaction offices.
(iii) Social-political organizations entrusted at district and commune levels (Farmers' Association, Women's Union, Veterans' Association, Youth Union) to the branch of the Vietnam Bank for Social Policies in Nghe An province.
(iv) Savings and Credit Groups in blocks, hamlets, villages, and hamlets are established and managed by social organizations and are assigned the main task of mobilizing savings deposits from members to establish the group's self-reliance fund, committing to using loans effectively and inspecting and supervising group members in using loans for the right purposes.
3.1.4. Basic characteristics of policy credit programs of the People's Credit Fund of Nghe An province
Nghe An Provincial Social Policy Bank operates not for profit, for the goal of poverty reduction, ensuring social security, contributing to the construction of new rural areas. There are many differences compared to commercial banks:
- Capital:
+ Capital from the State Budget: The State supports capital for the Social Policy Bank, demonstrating the State's ownership role for the Social Policy Bank, providing capital for the Social Policy Bank when it first starts operating, and supplementing capital during its operation. This capital is partly used by the Social Policy Bank to form fixed assets (headquarters, working vehicles, transportation, equipment, etc.), and partly included in capital for lending. The increase in capital also depends on many factors such as: policies for preferential credit subjects, financial capacity of the Social Policy Bank, and customers' borrowing needs in each period.
+ Capital from domestic social-political organizations (Social-political organizations entrusted with the Vietnam Bank for Social Policies, Labor Federation, Cooperative Alliance, Association of the Blind, etc.); Government and non-Government organizations (industry development, regional development, hunger eradication and poverty reduction, etc.) Capital from these sources is relatively large, low interest rates, long term of use, grace period, accompanied by transfer of science, technology, experts, and scientific and technical training.
+ Capital mobilized from members of the Savings and Credit Group: Although this is a small source of capital, it is this source of capital that has created a sense of saving among policy beneficiaries, motivating the poor to escape poverty in a sustainable way, and at the same time, this small source of capital has added capital to lend to households in the Savings and Credit Group.
31
+ Capital sources mobilized at market interest rates: Organizations and individuals open deposit accounts with temporarily unused capital. In particular, credit and financial institutions (State-owned commercial banks, Social Insurance, Deposit Insurance, financial companies) maintain a deposit balance of 2% according to Decree 78/2002/ND-CP at the Social Policy Bank to lend to beneficiaries.
It can be seen that capital plays an important role for the Social Policy Bank, assessing the position of the Social Policy Bank in the financial market. The Government guarantees the payment capacity of the Social Policy Bank for the resources mobilized by the Social Policy Bank because the activities of the Social Policy Bank are not for profit, so if the Government does not guarantee the payment capacity, the capital mobilization of these banks will be very difficult.
- Capital use : Loans are used to serve poor households, near-poor households and other policy beneficiaries. The People's Credit Fund of Nghe An province is managing 14 policy credit programs. Specifically: Poor households; Students in difficult circumstances; Loans for job creation; Subjects going to work abroad for a limited period; Clean water and rural environmental sanitation program; Households doing business in difficult areas; Ethnic minority households with special difficulties; Housing loan program for poor households; Program for traders doing business in difficult areas; Flood shelter building program, WB3 project forestation, Near-poor households, Deposit for labor export to Korea (EPS) and other programs.
- Lending interest rate: The Social Policy Bank operates not for profit but for social security, providing loans with preferential interest rates and conditions. Therefore, the lending level and interest rate of the Social Policy Bank are regulated by the Government, depending on each specific period. Currently, the interest rate of the lending programs of the Social Policy Bank is from 0%/month to 0.8%/month.
32
- Regarding loan procedures : Loan procedures and conditions are generally simple, flexible, and suitable for each subject. For poor households, near-poor households, students, labor export, etc., borrowers do not have to mortgage assets. As for cases of borrowing capital for production and business, production and business establishments to create jobs, assets must be mortgaged.
- Loan methods for credit programs :
The lending method for policy credit programs of the Nghe An Provincial Bank for Social Policies mainly implements entrusted lending through socio-political organizations (Farmers' Association, Women's Association, Veterans' Association and Youth Union) for all preferential credit programs. The evaluation of loan objects, loan amounts, and loan terms are undertaken by the Savings and Credit Group and commune-level organizations, and the Commune People's Committee confirms the loan. The Bank for Social Policies directly disburses to borrowers. The disbursement, collection of savings deposits, interest, and principal collection are carried out at the transaction point in the commune. The collection of interest and urging of principal collection when due are entrusted by the Bank for Social Policies to the lending group. The Bank for Social Policies disburses loans once or many times, collects interest monthly; the principal repayment amount is based on the repayment period (for medium and long-term loans).
3.2. Policy credit for students at the People's Credit Fund of Nghe An province from 2007 to present
3.2.1. Management of loan applicant evaluation
- The assessment of poor, near-poor, and disadvantaged households in reality is based on village and neighborhood sentiment, so it is still considerate and not close to the prescribed criteria.
- The People's Committees at the commune level in some localities have not conducted timely surveys and investigations to supplement the list of poor and near-poor households, households with a maximum income of 150% of poor households, and households with sudden financial difficulties that affect the borrowers.
- Some localities have not paid attention to vocational students, so the propaganda work for students studying vocational training for more than 1 year and less than 1 year to borrow capital is still limited, so the main borrowers are university, college and vocational secondary school students.
- Some training schools do not confirm students fully and promptly, which partly affects the disbursement progress of the People's Credit Fund.
3.2.2. Management of the use of loans by families and students
The important thing in student credit management is how the borrowers and students use the capital to ensure efficiency, from which debt recovery results can be achieved. After receiving the loan, in reality, some borrowers use the loan capital for purposes other than the loan application, or when families send money to students, students use it for other purposes. It is very difficult to detect the misuse of capital for families and students.
3.2.3. Managing the borrower's debt repayment compliance
- When the debt is due, there are still cases where families and students lack interest and responsibility in repaying the loan on time, even though they have jobs and income. The district Social Policy Bank, entrusted organizations, and loan groups have to remind and work with them many times before they can repay, making it difficult to recover capital for the State.
- Some households take advantage of the low interest rate of the Social Policy Bank, or in other words, the overdue debt of the Social Policy Bank is still lower than the interest rate of commercial banks. Therefore, some households have the conditions to repay the debt but still take advantage of the capital to delay and drag out the debt repayment, increasing the overdue debt, making it difficult for the Social Policy Bank to recover capital for the State.
3.2.4. Management of debt settlement, overdue debt, and risky debt
- The plan to handle due debts and overdue debts from savings and loan groups and organizations receiving trust at the commune level is not close to reality. Therefore, the actual debt handling plan on a monthly, quarterly and annual basis is far from the plan. This leads to limited capital recovery for the State, leading to the risk of increasing potential bad debts.
- For students who die during the loan process, if their parents are still alive, the debt will not be forgiven.
3.2.5. Student loans by credit product
The Social Policy Bank is disbursing in cash, with an average amount of VND 5,500,000 per semester for each student. Meanwhile, for specific fields such as construction, architecture, art, information technology, etc., the cost of student learning to equip learning facilities is large, and when disbursed at the above level, it is not enough for students to have conditions to study well.
3.2.6. Inspection and supervision work
According to the Government's direction, interdisciplinary teams have been established to conduct inspections. Inspections are carried out every 6 months in a year, with a short inspection period. Therefore, it is difficult to assess whether the inspections are aimed at the right subjects and the effective use of capital.
3.3.Evaluation of the impact of credit lending to students at the Social Policy Bank of Nghe An province from 2007 to present.
3.3.1. For Nghe An Provincial Social Policy Bank
3.3.1.1. Proportion of outstanding student credit
Table 3.1. Some main indicators on credit activities of the People's Credit Fund of Nghe An province in the period 2003-2014
Unit: Billion VND, %
TT
Target | Outstanding debt over the years | Proportion | ||||||
2003 | 2005 | 2008 | 2012 | 2013 | 2014 | |||
1 | Loans for the poor | 344 | 543 | 995 | 1,899 | 2.015 | 1,976 | 31.7 |
2 | Loan Solve the problem do | 48 | 59 | 79 | 114 | 118 | 121 | 1.95 |
3 | Student Loans | 3 | 4 | 666 | 2,847 | 2,712 | 2.212 | 35.5 |
4 | Loan for Labor Export dynamic | 0 | 4 | 57 | 57 | 47 | 42 | 0.67 |
5 | Loan for Clean Water and Rural Sanitation village | 0 | 53 | 117 | 222 | 273 | 385 | 6.17 |
6 | Loans for disadvantaged areas | 0 | 0 | 191 | 350 | 351 | 390 | 6.25 |
7 | Loans for Ethnic Minorities number | 0 | 0 | 0 | 18 | 20 | 20 | 0.32 |
8 | Loans for the poor Housing according to decision 167 | 0 | 0 | 0 | 209 | 208 | 206 | 3.31 |
9 | Loans for the poor flood shelter | 0 | 0 | 0 | 0 | 1 | 1 | 0.01 |
10 | Loans for Near Poor Households | 0 | 0 | 0 | 0 | 311 | 802 | 12.9 |
11 | Business Loans difficult area | 0 | 0 | 0 | 5 | 5 | 5 | 0.08 |
12 | Project Development Loans forestry | 0 | 0 | 0 | 0 | 21 | 59 | 0.95 |
13 | Margin Loan for Export Labor Export in Korea (EPS) | 0 | 0 | 0 | 0 | 0 | 10 | 0.16 |
14 | Other loans | 0 | 0 | 0 | 2 | 1 | 2 | 0.03 |
Total outstanding balance: | 395 | 663 | 2.105 | 5,723 | 6,083 | 6.231 | 100 | |
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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 and Management of Agribank Ha Nam Province Branch -
Organizational Structure of Joint Stock Commercial Bank for Foreign Trade of Vietnam - Bac Ninh Branch

(Source: Report on the performance of the People's Credit Fund of Nghe An province in recent years)
2003-2014)
Table 3.1 shows that, after more than 12 years of operation, the total outstanding balance of preferential credit programs of the People's Credit Fund of Nghe An province in recent years has increased.



![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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