Table 3.6: Additional plant species from 2002 to present
TT
Full name | Additional plant species (trees) | Total | ||||||||||||
Lim | Doi | Fat | Gong | Dung | Glue | Wind | Re | Bamboo shoots | Xoan | Chestnut | Information | |||
1 | Tran Ngoc Lam | 300 | 100 | 250 | 20,000 | 500 | 200 | 10 | 21,360 | |||||
2 | Pham Quang De | 1,000 | - | 1,000 | ||||||||||
3 | Luu Trong My | 200 | - | 200 | ||||||||||
4 | Nguyen Minh Loi | 2,000 | 2,000 | 500 | 1,000 | 5,500 | ||||||||
5 | Nguyen Cong Tuan | 200 | 500 | 300 | 15,000 | 16,000 | ||||||||
6 | Dinh Thi Luu | 300 | 50 | 200 | 10,000 | 200 | 10,750 | |||||||
7 | Nguyen Manh Ha | 600 | 50 | 10,000 | 400 | 11,050 | ||||||||
8 | Nguyen Thanh Vinh | - | ||||||||||||
9 | Luu Trong Bac | 150 | 50 | 300 | 7,000 | 7,500 | ||||||||
10 | Le Hong Cu | 100 | 2,000 | 4,000 | 6,100 | |||||||||
11 | Nguyen Trong Hiep | 300 | 300 | |||||||||||
12 | Nguyen Phi Khanh | 250 | 30 | 200 | 480 | |||||||||
13 | Dao Van Hanh | 30 | 1,000 | 1,030 | ||||||||||
14 | Bui Thi Huong | 3,000 | 3,000 | |||||||||||
15 | Nguyen Phung Chin | 1,000 | 20 | 2 | 100 | 1.122 | ||||||||
Total | 650 | 100 | 3,800 | 5.210 | 700 | 73,500 | 520 | 200 | 12 | 100 | 200 | 400 | 85,392 | |
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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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Linking Income to Revenue and Labor Quality -
Classification Table of Overdue Debt Ratio by Collateral of Seabank -
Account Using Account 711 – Other Income Debit:

(Source LISO: Field survey 2013)
57
3.4.5. Income from salaries and pensions
In the village, there are 91 people receiving state salaries, of which 76 members are receiving pensions and 15 are working. Thus, the proportion of people with stable monthly income in Khe Nam village accounts for 20.8% of the total population of the village (91/438 people).
In addition, of the 76 members receiving pensions, more than 50% are Forestry workers. According to the list of households receiving salaries in Khe Nam village, 100% of households assigned land and forest in 2002 received pensions, of which 8/15 households had both husband and wife receive pensions. The total amount from salaries and pensions amounted to nearly 1 billion VND/year/15 households.
Through interviews with 34 households in the village (including all 15 households assigned to the 2002 GĐGR), 26 households had income from salaries and pensions, the remaining 8 households did not. Of which, the total salary and pension in 2013 of 15 households assigned to land and forests in 2002 was 794,160,000 million VND, the remaining 13 households in the village was 614,520,000 million VND.
In addition, through household interviews, income from salaries and pensions of 15 households accounted for a high proportion of total household income.
CHART OF PROPORTION OF INCOME FROM SALARY AND PENSION OF 15 HOUSEHOLDS IN 2013
49%
51%
Income from salaries and pensions
Revenue from the
other sources
Figure 3.14: Ratio of income from salary and pension of 15 households
The chart above shows that the total income from salaries and pensions accounts for 49% of the average total income of 15 households that were assessed in 2002 in 2013. Thus, the stable income from salaries and pensions has contributed significantly to the results of maintaining, protecting and developing forests of households from 2002 to present. According to the sharing of some households, part of the salary and pensions are used by households to reinvest in forest development such as clearing vegetation, planting native trees, Acacia trees and part is used to maintain daily life. This can demonstrate that to have the forest model as it is today, the stable income from salaries and pensions plays an important role not only for the 15 households of Thong Khe Nam but also for other households in the village.
3.5. Effectiveness of forest protection
3.5.1. Having a stable water system after being allocated land and forest
According to Ms. Pham Thi Nga from Khe Nam village, "The best way to protect the forest is to have water to eat."
Currently, although every household in the village has a well, those with water from streams use it for daily cooking. According to the households living in the village, before 2002, when the forest was not allocated, most households had to use water from the streams.
Wells or water from the streams in the Ru (Forest) but not regularly and the water quality is not good, especially in the rainy season, which greatly affects the daily life, livestock and farming of the people here. Not only that, this water source also dries up for 2 months/year in the dry season. However, after only 3-4 years of being allocated the forest according to Decree 163/ND-CP, the households are all excited because the water source is more abundant and stable than before. The water taken from the streams is very clear and clean; the water flows all day and all night, so most families living in the village have designed their own water pipes from the streams for daily life, livestock and farming.
Diagram of water supply from the assigned forest for households in Khe Nam village
Before the 2002 GDGR:
Water shortage 2
months/year in dry season.
2006:
Water supply is stable and not lacking.
To date:
Abundant, clean and surplus water for daily life and irrigation.
Table 3.7: Statistical table of water usage data in Khe Nam village
Status
How to use | Number of households | Note | ||
2006 | 2013 | |||
1 | Stream water | 8 | 15 | Data collected on 34 household interview questionnaires |
2 | Well water | 34 | 34 | |
3 | Well water | |||
4 | Other (be specific...) | |||
(Source LISO: Household interview data, 2013)
Thus, the most important achievement according to the general assessment of Khe Nam villagers in the work of water resource management is that it has created a great opportunity for them to have a stable source of domestic water with increasingly improved quality.
In addition to the above meaning, we can also understand that to have a steady stream water source, there must be a forest and to protect the forest, there must be consensus and joint efforts of the households living in the village as well as the attention and support of local authorities at all levels.
3.5.2. Stabilizing forest ecosystems
Through the survey and collection of information by the author, currently in the village community forest area, household forests still have many valuable native timber trees.
such as: Lim, Tau, Gioi, Mo, Cong, Kien Kien, Re. In the forest, tree species have many different ages and sizes. According to the sharing of households and the author's observations, the trees here have 3 main levels:
Large trees are usually Lim, Re, Kien Kien, with a diameter ranging from 200-300cm;
Medium-sized trees such as Cong, Gioi Mo, Lim have a diameter of 80-120cm;
Small trees: Newly regenerated trees planted by local people since 2002 when the forest was allocated;
In the forest, large trees are not numerous and are concentrated in 6-7 households, while the rest of the households have medium and small trees. According to Mr. Tran Ngoc Lam, 51 years old in Khe Nam village, he shared:
“ 30-40 years ago, there were many Lim trees and other valuable trees in this forest, but they were all cut down by the Forestry Department and local people. The remaining large trees were protected by us because they were close to our houses, the steep terrain was difficult to exploit, and we knew that the trees were valuable, so we tried not to let anyone cut them down, even though at that time it was not our land.”
In the assigned forest area, people only have a very small impact, such as every year, family members go out to clear, prune non-purpose vines and participate in weekly patrols and protection. The entire forest area assigned to Khe Nam village community in 2002 has been protected and developed reasonably and effectively by households. Most households, after being assigned land and forest, have invested efforts and capital to plant additional native trees in vacant land with few forest trees. The selected tree species are mostly native species, suitable for the climate, weather and soil conditions here such as Lim, Mo, Cong, De. Every year, family members go out to clear, prune vines, restore the forest, and participate in forest protection activities according to regulations. Therefore, the structure of the forest ecosystem here is increasingly developing and becoming more stable. This has been presented by the author above in relation to the comparison of forest quality in 2002 and 2013.
3.5.3. Stabilizing household livelihoods
3.5.3.1. Income from crops
Ms. Nguyen Thi Dao shared: There is a Lim tree that they offered up to 90 million VND but my family refused to sell it. If we sell one tree, we will sell many trees and create a bad influence on our children and other households living in the village.
Since the end of 2005, some households have proactively cleared the assigned areas at the foot of the hill where there are many bushes, vines, and bamboo to plant additional Acacia. Up to now, some households have harvested 2 crops and continue to plant a 3rd crop.
Because the area for planting Acacia is only for utilization and supplementary planting at the foot of the forest and in vacant lands, the profit is not much. However
However, according to many households, Acacia trees planted in these areas grow well, are large and straight, and do not cost much money to invest in buying fertilizer. Most of the money from selling Acacia trees is invested back into the forest, such as buying native tree seedlings for additional planting or investing in developing family gardens. According to Mr. Hoa, households choosing to plant like this is very correct because if all the forest trees are cleared to plant Acacia, it will only be good in the first and second years, but after that, the trees will have nothing to eat. As for intercropping and supplementary planting at the foot of the hills, Acacia trees as well as native trees will benefit from the nutrients flowing from the forest, so they will grow faster and be harvested faster than elsewhere.
Planting Acacia trees at the foot of the hills and supplementing them with native forest species in sparse forest areas is a completely correct direction, not only bringing common benefits to the area in terms of the environment but also contributing to stabilizing the livelihoods of local people. In addition, protecting large trees will attract more and more honeybees and wild animals such as weasels, pigs, and wild chickens every year, and the forest ecosystem will be increasingly improved (Household interview results, 2013).
Table 3.8: Revenue from selling Acacia in 2013 of 15 households
Status
Full name | Address | Total revenue from Glue sales in 2013 (VND) | Note | |
1 | Tran Ngoc Lam | Slot Five | 70,000,000 | |
2 | Nguyen Cong Tuan | Slot Five | 16,000,000 | |
3 | Pham Quang De | Slot Five | 500,000 | |
4 | Nguyen Thi Huong | Slot Five | 30,000,000 | |
5 | Dinh Thi Luu | Slot Five | 52,000,000 | |
6 | Nguyen Manh Ha | Slot Five | 40,000,000 | |
7 | Luu Trong Bac | Slot Five | 1,000,000 | |
8 | Le Hong Cu | Slot Five | 10,000,000 | |
9 | Nguyen Trong Hiep | Slot Five | 2,700,000 | |
10 | Dao Van Hanh | Slot Five | 6,000,000 | |
11 | Nguyen Trong Hiep | Slot Five | 3,000,000 | |
12 | Nguyen Minh Loi | Slot Five | 0 | |
13 | Nguyen Thi Lan | Slot Five | 0 | |
14 | Nguyen Thanh Vinh | Slot Five | 0 | |
15 | Tran Thi Huy | Slot Five | 0 | |
Total revenue from Glue sales in 2013 | 231,200,000 |
(Source LISO: Field Research, 2013)
CHART OF INCOME FROM GLUE SALES TO TOTAL INCOME OF 11 HOUSEHOLDS
Figure 3.15: Ratio of revenue from Keo sales to total income of 11 households in 2013
Thus, in 2013, the total revenue from selling Acacia of 11 households was 231,200,000 VND, accounting for 18% of the total income in 2013 of 1,574,475,000 VND. In which, the household with the highest revenue was Mr. Lam with 70,000,000 VND and the least was Mr. De with 500,000 VND. This shows that in addition to other sources of income, income from selling Acacia has also contributed to stabilizing the livelihoods of 11 households. However, in the coming years, this source of income will decrease because the Acacia growing area is gradually replaced by the area of growing native trees and fruit trees.
3.5.3.2. Collection of non-timber forest products
Most households share income from non-timber forest products in the assigned forest area. Income comes from households collecting products in areas other than the assigned forest. Previously, the area of Rattan and Heo trees was concentrated at the foot of the hill, but up to now, households have cleared and pruned to plant Acacia and other native trees. In the middle of the hillside and up to the top, there are many Bamboo and Giang trees, but households rarely exploit them for sale due to difficult access and low economic value. Bamboo shoots are the main product and are regularly available in the assigned forest area. The time to harvest bamboo shoots in the year is concentrated in August and September. However, very few households sell them but only use them for household use.


![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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