2.2.4.1. Cell culture method
Breast cancer (MCF-7), lung cancer (NCI H460), cervical cancer (HeLa), liver cancer (Hep G2) and leukemia (Jurkat) cell lines provided by ATCC (USA) were cultured in E'MEM medium (MCF-7, NCI H460, HeLa and Hep G2) or RPMI (Jurkat) supplemented with L-glutamine (2 mM), HEPES (20 mM), amphotericin B (0.025 μg/mL), penicillin G (100 IU/mL), streptomycin (100 μg/mL), 10% (v/v) fetal bovine serum FBS and incubated at 37 o C, 5% CO 2 .
2.2.4.2. Procedure for surveying toxic activity using the SRB method
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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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Tourism Information Agency Information Activity Survey Form -
Survey of antioxidant activity of Polyscias fruticosa L. Harms roots grown in An Giang - 3 -
Procedure for Applying Law in Criminal Investigation Cases -
Comparison of Activity-Based Costing and Traditional Costing
Single cells were seeded on 96-well culture plates at densities of 104 cells/well (for HeLa, Hep G2 and MCF-7 cell lines); 7.5.103 cells/well (for NCIH460 line) and 5.104 cells/well for Jurkat cell line. After 24 hours of culture, the cell population was incubated with the assay material at various concentrations for 48 hours. Then, total protein from the test cells was fixed with cold 50% Trichloroacetic acid (Sigma) solution (70% for Jurkat) and stained with 0.2% Sulforhodamine B solution (Sigma). The results were read using an ELISA reader at two wavelengths of 492 nm and 620 nm. The experiments were repeated three times and the results are presented as mean values ± standard deviation. Processing of results:
After having optical density values at wavelengths of 492 nm and 620 nm (denoted as OD 492 and OD 620 ):
- Calculate OD value = OD 492 – OD 620 (1)
- Calculate OD 492 (or OD 620 ) = OD tb – OD blank (2)
- Calculate the cytotoxicity rate (%) according to the formula: With: %I = (I - OD TN / OD C ) x 100%
- OD tb : OD value of the well containing cells
- OD blank : OD value of the well (no cells)
- OD TN : OD value of the test sample calculated from formulas (1) and (2)
- OD C : OD value of control sample calculated from formulas (1) and (2)
IC 50 was determined using Prism software with multiparameter nonlinear regression method and R 2 > 0.9.
CHAPTER 3: RESULTS AND DISCUSSION
3.1. Characteristics of porous nano silica (PNS) materials
3.1.1. Survey of PNS particle size by solgel method
Particle size plays an important role in drug delivery systems. After intravenous injection, small carrier particles (10–20 nm) are mostly excreted through the kidneys, while larger particles (≥ 200 nm) are absorbed by the reticuloendothelial system (RES). Only nanoparticles with sizes ranging from 20–100 nm are able to pass through the microcapillaries and are not absorbed or selected by the reticuloendothelial system, resulting in a prolonged residence time of the drug carrier in the circulatory system and an enhanced efficacy of the targeted drug [59].
According to Bogush et al. [60, 61], the five important parameters affecting the particle size distribution are: (i) tetraethyl orthosilicate (TEOs) content, (ii) ethanol, (iii) ammonia, (iv) water and (v) temperature.
To produce porous silica nanoparticles with desired sizes suitable for drug delivery, the effects of TEOs, ammonia and ethanol concentrations were investigated. Cetyltrimethylamonium bromide (CTAB) as a surfactant used to shape the pores was kept constant at 2.6 (g) in all experiments.
(i) TEOs content:
According to Stober et al. [62], there was no effect of TEOs on the size.
seed.
Bogush et al. [63] showed that the particle size increased with increasing TEOs content.
Helden et al. [64] demonstrated the opposite, that when the amount of TEOs increased, the size
reduce.
To clarify the above issue, we conducted a survey of the amount of TEOs, the remaining substances ammonia and ethanol remained unchanged. The result was that when increasing the amount of TEOs from 6 to 10 mL, the size decreased from 92.8 nm to 56.6 nm. But when continuing to increase the amount of TEOs from 10 to 14 mL, the particle size increased from 56.6 to 153.8 nm (see Appendix 1 and Figure 3.1)).
Explain:
Hydrolyzed TEOs condense in an aqueous environment to form spherical silica nanoparticles surrounding CTAB. When the amount of TEOs increases but the amount of CTAB remains constant, CTAB will
Divide evenly to match the amount of TEOs to make the particles smaller because the less core, the smaller the particles. However, if we continue to increase TEOs, new nanoparticles will form around the previous nanoparticles, increasing the size.

Figure 3.1. Effect of TEOs on particle size
(i) Volume of ethanol
According to the study of Kota Sreenivasa Rao et al. [ 19], when the ethanol concentration was reduced from 8(M) to 4(M), the nanoparticle size decreased significantly. Continuing the above study, we investigated the volume of ethanol at NH 3 2.8% and TEOs 2.8 mL. The results showed that when ethanol increased, the particle size increased accordingly, the ethanol volume at 5.8 mL gave the smallest particle size (see Appendix 1 and Figure 3.2).

Figure 3.2. Effect of ethanol on particle size
(ii) Ammonia concentration
The hydrolysis reaction occurs very slowly, using ammonia as a catalyst for the hydrolysis and condensation of TEOs in ethanol. According to Matsoukas and Gulari [65], the size increase is achieved by increasing the concentration of ammonia and water. (see Appendix 1 and Figure 3.3).

Figure 3.3. Effect of ammonia concentration on particle size
From the above survey results, to achieve the desired size from 20-100 nm, we conducted this reaction at 60 o C, a mixture of 64 mL distilled water and 2.6 g cetyltrimethylamnonium bromide (CTAB); 11.25 mL ethanol and 550 µL NH 3 (2.8%), 8 mL tetraethyl orthosilicate (TEOS) stirred at a rotation speed of 300 rpm.
3.1.2. TEM image of porous silica nanomaterials (PNS) synthesized by sol-gel method
Through TEM measurement results, the synthesized PNS has a nano size ranging from 50 nm to 60 nm. Compared with the study, we see that the spherical silica nanoparticles have high uniformity, with such a structure we can conclude that the nano silica with controlled particle shape has been successfully synthesized. Solving the problem of amorphous and controlling the size and shape is one of the difficulties to put this material into practice. With a size of 58.93±2.42; PNS (porous nano silica) synthesized from TEOS by sol-gel is suitable for the size range of drug delivery nanosystems (20÷100 nm) [59].

Figure 3.4. TEM image and particle size distribution of porous nanosilica (PNS)
3.1.3. SEM image analysis results of porous silica nanomaterials (PNS) synthesized by precipitation method.
The process of synthesizing nano silica from rice husks by precipitation method when slowly adding HCl into sodium silicate solution (Na 2 SiO 3 ). Conducting many experiments changing the HCl concentration from 1.5 N; 1.0 N and 0.5 N, it was found that the particle size gradually decreased in the order of 30-60 nm; 25-35 nm and 10-15 nm. This is because with a fixed amount of sodium silicate (Na 2 SiO 3 ), when the HCl concentration decreases, the amount of acid used for precipitation is less, making the reaction occur slower, and the particles become smaller (Figure 3.5).

Figure 3.5. SEM image of porous nano silica (PNS) synthesized from rice husk by precipitation method at HCl concentrations of 1.5 N; 1.0 N and 0.5 N
Comparing the SEM images of porous nano silica (PNS) synthesized from rice husk with previous studies, it can be seen that the synthesized particles have a distinct spherical shape and relatively uniform size [55, 66, 67].
However, the nanoporous silica produced by the sol-gel method has a more uniform and beautiful round shape than the nanoporous silica produced by the precipitation method. Therefore, the nanoporous silica produced by sol-gel was chosen for the modification and drug-carrying processes of the thesis.
3.1.4. XRD analysis results of porous silica nanomaterials (PNS) synthesized by sol-gel method and precipitation method
As we know, X-ray diffraction spectrum provides important information about the shape and structure of materials. To confirm the porous structure of nanoparticles, we conducted wide-angle XRD analysis with scanning angles from 10 o to 80 o for 2 porous silica nanomaterial samples (PNS) synthesized by sol-gel method and precipitation method.
Recording conditions: CuK x-ray tube with = 1.54056 Å, voltage 40kV, powder sample, speed 0.005 o /sec.
In figure (3.6 a) is porous nano silica (PNS) synthesized by sol-gel method, we see the characteristic signal of silica at 2θ = 22 o , the peak is still very sharp showing that there is no collapse of the crystal structure of the particle. So the spectrum shape shows that the particle has a distinct structure and is no longer amorphous [68, 69].
In figure (3.6b) is a sample of porous silica nanomaterial (PNS) synthesized by the precipitation method, comparing with the wide-angle diffraction spectrum XRD of porous silica nanomaterial synthesized by the sol-gel method shows similarities. And comparing with other studies is also the same. Thereby, the synthesis of porous silica nanomaterial has been completed by both sol-gel and precipitation methods [67, 70].
Thus, we have created silica nanoparticles with a porous structure. The creation of pores plays a very important role in the drug-carrying ability of the material [71].

Figure 3.6. Comparison of XRD patterns of nanoporous silica synthesized by precipitation method (a) and by sol-gel method (b).
3.1.5. FT-IR results of porous silica nanomaterials (PNS) synthesized by sol-gel method and precipitation method
To determine the functional groups of the material, we analyze the FTIR spectrum and see the oscillations at the following wave numbers:
FTIR of PNS synthesized by Sol-Gel method[72, 73]:
- The stretching and bending vibrations absorbed at wavenumbers 3417 cm -1 and 1615 cm -1 respectively are characteristic of the –OH group.
- The three characteristic absorption peaks at 1093 cm -1 , 813 cm -1 and 466 cm -1 represent the stretching vibration of Si-O-Si.
- The absorption peak at wave number 813 cm -1 is characteristic of the bond vibration of Si-OH (silanol group).
FTIR of PNS synthesized by precipitation method
- The broad absorption band showing stretching vibrations at wavelengths 3436 cm -1 and 1627 cm -1 belongs to the –OH group (silanol, Si-OH) [71, 74].
- Siloxane absorbs strongly in the range 1130 cm -1 – 1000 cm -1 specifically 1067 cm -1 .
And the absorption peak with wavelength at 797 cm -1 is Si-O-Si.
So through the FTIR analysis results and comparison with studies [75, 76], we have initially successfully synthesized porous silica nanomaterials (PNS) by sol-gel method and precipitation method.

Figure 3.7. Comparison of FT-IR spectra of porous nano silica (PNS) synthesized by sol-gel method and by precipitation method
3.1.6. BET results of porous silica nanomaterials (PNS) synthesized by sol-gel method and precipitation method
BET of PNS synthesized by Sol-Gel method
To investigate the surface area as well as predict the structure of the material, BET is one of the powerful methods. From the above adsorption isotherm, we can see that this adsorption isotherm is characteristic of a structured material, which helps us conclude that the material after modification still has a porous structure. Moreover, the particle has a surface area of 129.818 m 2 /g (see Appendix 10), compared to other studies, the surface area of the material is not too large [47].
With a small surface area that limits drug loading, PNS is modified to increase chemical bonding and increase the adsorption of drugs and carriers. Modification may not increase the surface area and pore volume, but if the appropriate modifying agent is selected, chemical bonding will be created, increasing the adsorption when loading drugs, contributing to improving drug loading efficiency.
BET of PNS synthesized by precipitation method
Surveying the BET surface area of the PNS material synthesized by the precipitation method, we have the following results: the surface area is 117.047 m 2 /g, the pore volume is 0.137 cm 3 /g and the pore diameter is 12.037 A o . So the surface area is slightly smaller than the PNS material synthesized by the sol-gel method.
3.2. Modification of nano porous silica
3.2.1. Denaturation via GPTMS bridge
3.2.1.1. Modification by Hydrazine (synthesis of PNS-GPTMS-Hydrazine-drug carrier 1) Size of modified silicate nanoparticles by TEM imaging
According to some studies on the application of nanomaterials in the medical field, it is reported that the cellular uptake efficiency decreases with increasing particle size. Nanoparticles in the range of 100-200 nm have great potential to prolong the circulation time in the blood because they are large enough to avoid selective uptake in the liver, but small enough to be avoided by the filtration mechanism of the spleen. Besides, the small size (20-100 nm) allows the nanoparticles to passively concentrate around tumor cells through the permeation and retention effect, enhancing intracellular accumulation and keeping the nanoparticles in the tumor area [33].

![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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