There were 3/212 VTGMT cases, all of which were non-dangerous VTGs, occurring mainly in the age group of 36-48 months. This result is similar to the study of Nguyen Van Ninh et al.32with a VTGMT rate of 1.1%. Children are advised to follow up every 6 months, instructed on care, avoid swimming and water in the ear to limit ear discharge. When the child grows up, if there is a significant impact on hearing, the palate and the function of the Eustachian tube are stable, surgery can be performed to patch the ear.
The relationship between middle ear disease and age group is shown in Figure 3.2, in which the rate of OTUD in the age group >12-24 months is highest with 71/98 ears accounting for 72.4%. Atrial fibrillation is most common in the age group >5 years with 14/36 ears accounting for 38.9%. It can be seen that the rate of otitis media has a change in structure according to age group. In the period under 48 months, middle ear disease is mainly acute inflammation or otitis media with effusion, while in the period over 48 months, the rate of atrial fibrillation is found in 21 ears. According to Zingade76(2009) 45% of VTGUD in the 1-2 year old group increased to 80% in the 4-5 year old group. According to Paradise139,, Dang Hoang Son167The incidence of VTGUD varies with age, with the peak age of incidence being 2 years. Teele168(1989) found that the incidence of the disease was highest in 2-year-old children, and tended to decrease after 7 years of age. Kwan169(2011) also found that most cases of VTGUD appeared before 1 year of age. The rate of VTGUD in the first 2 years of life in this study was 76.1%. The change in the structure of middle ear pathology by age group is consistent with the development of children with hearing loss. When children are older than 5 years old, the function of the Eustachian tube is improved, the resistance of children is better, helping to reduce the rate of VTGUD and VTGCT. At the same time, in children with more severe Eustachian tube dysfunction, VTGUD progresses to atrial collapse.
The relationship of KHVM lesions to middle ear disease is determined in Table 3.9, in which the rate of VTGUD in the unilateral and bilateral KHVM groups was 46/62 ears (74.2%) and 92/150 ears (61.3%), respectively. VTGCT occurred with a rate of
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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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The relationship between travel motivation, destination image and destination choice - A case study of Binh Dinh province tourism destination - 1
were 9/62 (15.3%) and 20/150 (15.5%), the difference between the groups was not statistically significant with p>0.05. The rate of otitis media in the KHVM type B groups was 57/88 ears (64.8%); type C was 52/72 ears (72.2%) and type D was 29/52 (55.8%). The difference was not statistically significant with p>0.05. Thus, the rate of otitis media did not differ in the KHVM groups as well as the side of the diseased vault. It is possible that the levels of KHVM affect the Eustachian tube function similarly in KHVM patients. This result is consistent with Xing158(1998) studied 43 cases of otitis media and found that otitis media did not differ between the types of clefts. According to Probst148 , eustachian tube dysfunction and palatal muscle abnormalities, combined with other causes of VTUD, did not depend on the type and side of the cleft. With tympanic collapse, the incidence in the bilateral group was 20/150 ears (13.3%), higher than in the unilateral group of 1/150 ears. These are usually large otitis media, found in older children. It is possible that eustachian tube dysfunction, combined with age, leads to prolonged eustachian tube dysfunction, affecting the middle ear in this case.
4.1.3 Assessment of middle ear function through tympanometry

4.1.3.1 Tympanogram morphology
Tympanometry is one of the objective measurement methods, valuable in assessing middle ear lesions that we cannot see directly. Tympanometry helps us indirectly assess the function of the Eustachian tube, the activity of the tympanic membrane system and fluid in the tympanic cavity.
Tympanometry was performed on 209/212 ears with intact tympanic membranes. According to Figure 3.3, type B tympanograms appeared in 161/209 ears (77.0%) and type C tympanograms appeared in 25/209 ears (12.0%). There were 12/209 (5.7%) type As tympanograms. This result is similar to the study of Zingade76(2009) had 64.77% B-type tympanograms, and Khan77(2006) B-type tympanogram accounts for 75%. According to author Luong Hong Chau6Tympanogram is a common finding in VTUD. Tympanogram is the result
The results are objective and very valuable in VTGUD, but it also depends on many factors, so there are still errors when diagnosing based only on the tympanogram. According to the author Grant170(1988) the accuracy of tympanometry in VTGUD is 90%, while microscopy is 95.7%, tympanic membrane puncture is 97.4%, the author's study showed 92.2% of type B when evaluated through tympanic membrane puncture with fluid accounting for 46/51 cases. According to Kemaloglu171(2000), to confirm the diagnosis of VTGUD, tympanometry has a sensitivity and specificity of 96% and 92%, respectively.
According to Pichichero172, using a tympanometer provides quantitative information on the function and presence of fluid in the middle ear. It is possible to combine the use of an otoscope with a squeeze bulb before tympanometry. This helps improve accuracy because many abnormalities in the tympanic membrane and ear canal affect the tympanometry results. After otoscopy, determining the presence of earwax in the ear canal, tympanic membrane perforation or tympanic membrane ventilation tube, and the characteristics of the tympanic membrane in terms of color, mobility, location and transparency help to obtain more accurate results from tympanometry173. When using only one method, otoscopy with an air bulb has better sensitivity and specificity than tympanometry for diagnosing VTGUD174. Both methods can complement each other because otoscopy with a bulb provides a qualitative measurement of the mobility of the tympanic membrane, while tympanometry provides quantitative information on the mobility of the ossicular tympanic membrane system175 .
Author Nguyen Tan Phong53(2000) proposed a classification based on the morphology of tympanogram changes. According to this classification, diaphragmatic tympanogram was found in 186/209 ears, accounting for 89.0%, and vertical tympanogram was found in 12/209 ears, accounting for 5.7%. Combined lesions of tympanogram changes were found in 198/209 tympanograms, accounting for 94.7%. Tympanogram changes in the form of complete tubal obstruction and tertiary changes were both found in 161/209 ears, accounting for 77.0%. The results were higher than those of Chau Chieu Hoa48with obtuse apex, low apex, negative deviation and flat tympanogram morphology is 58.0% and obtuse apex, negative deviation tympanogram is 42.0%. The division according to tympanogram fluctuation morphology helps to refer to determine the cause.
Causes and changes over time of middle ear disease.
4.1.3.2 Relationship between tympanogram and middle ear pathology
Through Chart 3.4, type B tympanogram was found in 124/138 (89.9%) of VTGUD group; VTGCT was 24/29 (82.8%) and atrial collapse was 13/21 (61.9%). The difference in tympanogram types in VTG groups was statistically significant with p<0.05. It can be seen that type B tympanogram was found at a high rate in both VTGUD, VTGCT and atrial collapse. This result is consistent with Moller's study25with middle ear pressure often reduced by more than -150 mmH2O, tympanogram type B is found in 85% of cases. This shows that the main cause of ear pathology in KHVM patients is due to Eustachian tube dysfunction. Abnormalities in the attachment points of the levator palpebrae and tensor palpebrae muscles, and obstruction of the tube increase negative pressure in the tympanic cavity, hindering the mobility of the ossicular tympanic membrane system caused by pressure. In 2003, author Luong Hong Chau6found that a flattened tympanogram with compliance around zero and a low pressure index below 150 was a cross-sectional feature of late-stage otitis media with effusion and tympanic membrane collapse, accounting for 77.9% of non-perforated tympanic membrane rupture. Compliance is the most meaningful index for diagnosis and monitoring of the disease.
According to Table 3.11, tympanogram type B is most common in glue ear infection with 92/96 ears (95.8%). The difference is statistically significant with p<0.05. It can be seen that the nature of middle ear fluid affects the impedance of the tympanic membrane ossicle system. Therefore, tympanogram morphology plays an important role in helping to diagnose and predict the types of VTGUD.
Type C tympanogram is most common in the group of atrial collapse with 6/21 tympanograms accounting for 28.6%. According to Khieu Huu Thanh176 , the most common tympanograms in atrial collapse are types B and C with a ratio of 30/66 and 26/66, with manifestations of dysfunction of the Eustachian tube and the tympanic membrane ossicles in the group of atrial collapse with poor mobility. There is a difference because in the study, the degree of atrial collapse is mainly grade II and III. Cases of grade IV atrial collapse are consulted and continued to be monitored.
Periodically, surgical treatment of the middle ear after performing a stable palateplasty. This is consistent with the results in Table 3.11, the C-shaped tympanogram is found in grade II tympanic collapse in 4/10 ears (40%).
Eustachian tube obstruction is also evident in normal ears, with no fluid in the tympanic membrane and no signs of collapse. The rate of C-shaped tympanograms in normal ears is quite high, up to 28.6%. The tympanic membrane in these cases is often concave and loses its shine.
Tympanograms with As type were found in 2/21 ears with atelectasis (9.5%) and 4/21 normal ears (19.0%). These were all ears with quite large calcifications in the anterior angle and around the handle of the malleus. It is possible that the stiffness of the tympanic membrane system increased, causing the peak of the tympanogram to be lowered below 0.5ml.
4.1.4 Assessment of middle ear function through hearing
4.1.4.1 Audiogram morphology
In the study, hearing was assessed by threshold audiometry. There were 24 patients who had their audiometry performed, with 48 ears. The youngest age measured was 52 months. There were 82 patients who did not have their audiometry measured, mainly in the age group of 12-48 months. At this age, children have difficulty cooperating for audiometry. In addition, some children in the study were ethnic minorities, communicating in Vietnamese completely indirectly through their families. This is a limitation of the study, which was overcome by using age-appropriate measurement techniques. In older children, they can cooperate, and when measured, they will respond to audible signals by pressing a button or raising their hands. For young children, conditioned play audiometry (CPA) was used, with the same principle as threshold audiometry, building a conditioned reflex by playing an acoustic signal as a condition of the game. The researchers were doctors and nurses with experience in audiometry at the Vietnam Cuba Hospital, trained before the study.
There were 37/48 audiograms (77.1%) with conductive hearing loss, of which mild conductive hearing loss accounted for 20/48 ears (41.7%). There were 2 audiograms with mild sensorineural hearing loss, 6 audiograms with mixed hearing loss. This result is similar to the study of Flynn et al. 177 with a rate of 83.1% conductive hearing loss. Mild hearing loss was present in 24/48 ears, accounting for 50.0%. The average PTA was 28.1 9.2 dB. This reduction is similar to the results of Bluestone and Klein 163 and many other authors also had results of 25-30 dB178,179. Author Paradise 22 (1969) stated that hearing in children with hearing loss tends to improve, not decline with age. According to author Sheahan 37 (2003), the average hearing loss is 32 dB. This hearing loss is lower than the study of Mai Y Tho 47 on children with otitis media with effusion. This difference may be due to the fact that the subjects of Mai Y Tho's study were children with otitis media with otitis media indicated for OTK placement and treated at the Central Ear, Nose and Throat Hospital, so the level of hearing loss is more severe. According to Bluestone 163, hearing loss greatly affects the child's ability to communicate, develop and integrate into life. Therefore, patients with hearing loss need to be monitored and treated promptly.
In addition to pure tone audiometry, in young children, hearing can be assessed by objective audiometric methods such as OAE, ABR or ASSR. However, these methods have certain disadvantages. OAE measurement only allows qualitative determination of hearing without indicating the type of hearing loss in children. According to Thakur180 , OAE can detect ears with normal hearing, but cannot assess the difference between the VTGUD, sensorineural hearing loss and VTGMT groups. With ABR and ASSR, although there have been studies showing that they are more effective in determining the level of hearing loss in children with VTGUD, the need to put the child to sleep during the measurement is a major difficulty when performing with children with KHVM. ASSR also has less sensitivity to the lower hearing threshold.
30dB is a common threshold in children with hearing loss.181Therefore, OAE, ABR and ASSR measurements were not performed in this study.
4.1.4.2 Relationship between audiogram and middle ear disease
According to Table 3.13, conductive hearing loss was found in 24/28 ears (85.7%), the average PTA in the VDU group was 29.6±8.5 dB, higher than the normal group by 15.6±3.1 dB, the average ABG in the VDU group was 19.4±7.0 dB compared to the normal group by 9.0±4.6 dB. The difference was statistically significant with p<0.05. This result is consistent with studies showing that VTGUD causes conductive hearing loss, reducing hearing from 0-50 dB in the communication frequency range (500Hz-2000Hz), averaging about 25-30 dB, of which about 20% lose hearing over 35 dB at low frequencies. 13,182 The mechanism of hearing loss for low-frequency sounds is due to fluid retention reducing the conduction range and changing the position of the air space in the middle ear, reducing hearing for high-frequency sounds is due to an increase in the volume of the tympanic membrane carried by fluid in the middle ear. 183 In addition, fluid along with reduced tympanic cavity pressure also limits the movement of the ossicular chain. The above reasons increase the acoustic impedance of the middle ear, reducing the child's hearing. 182 Regarding the relationship between fluid characteristics and hearing loss level, through Table 3.14, the PTA index in the groups of serous otitis media, glue otitis media and purulent otitis media is not statistically different with 0>0.05.
There was 1 case of sensorineural hearing loss in VTGUD with a rate of 3.6% and 3 cases of mixed hearing loss with a rate of 10.7%. Some studies show that recurrent, prolonged otitis media with effusion can also cause sensorineural hearing loss at high frequencies above 4000 Hz.184According to Mutlu185 , there are two mechanisms that cause bone conduction damage in VTGUD causing sensorineural or mixed hearing loss. The first is due to temporary inhibition of the antiphase vibration of the round window and oval window caused by middle ear pressure or reversible cochlear dysfunction.
by changes in the composition of the ionic fluids of the inner ear, leading to a decrease in the hearing threshold around 2000Hz. The second mechanism is a true disorder of inner ear function that does not recover after an episode of VTGUD.186In the study of Aithal et al.187 , the mean bone conduction hearing threshold at 2000Hz was 11.6dB.
In the group with atrial collapse, the most common type of conductive hearing loss was found in 12/16 ears, a rate of 75.0%. There was 1/16 (3.6%) ear with receptive hearing loss and 3/16 ears (10.7%) with mixed hearing loss. This result is also consistent with the study of Nguyen Thi Minh Tam102on closed tympanic membrane disease, in which tympanic membrane collapse accounted for 30%, 20/33 cases were conductive hearing loss. The hearing loss level in the tympanic membrane collapse group was mainly very mild and mild with a ratio of 7/16 ears (43.8%) and 2 cases of moderate hearing loss were both found in grade III tympanic membrane collapse. The average PTA of the tympanic membrane collapse group was 28.7±9.3 dB, a statistically significant difference from the normal ear group of 15.6±3.1 dB. Comparing between the levels of tympanic membrane collapse, the difference in PTA was not statistically significant with p>0.05. This result is also consistent with author Hoang Vu Giang83The audiogram shows that the collapsed tympanic membrane is a conductive hearing loss, increasing from grade I to grade IV in the range of 20-49 dB, while the localized collapsed tympanic membrane is a mixed conductive hearing loss. According to Khieu Huu Thanh et al.176 , the XNTB grade II and III have ABGs in the range of 24.3±9.6 dB and 24.5±10.98 dB.
In normal ears, 1/4 of the ears have mild conductive hearing loss. The diagnosis of normal ears is based on the image of the ear without fluid, no phenomenon of tympanic membrane retraction or collapse. However, in this ear, there is a small piece of calcification, accompanied by the phenomenon of partial obstruction of the Eustachian tube, diagnosed by tympanogram C. This may be the cause of the patient's hearing loss.




![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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