Data from this industry will continue to increase rapidly and is easily collected due to its availability on the Web. Data mining applications in the retail industry aim to build models to help identify customer purchasing trends, helping businesses improve the quality of products and services to increase customer satisfaction and retain customers well. Below are some applications of data mining in the retail industry:
Data mining on customer data warehouse.
Multidimensional analysis on customer data warehouse on sales, customers, products, time and region.
Analyze the effectiveness of sales and marketing campaigns.
Customer relationship management.
Introduce and advise suitable products to customers.
Telecommunications industry
The telecommunication industry is one of the emerging industries, providing many services such as mobile phones, internet, video transmission, etc. Due to the strong development of computer technology and computer networks, telecommunications is developing at a very fast pace. This is the reason why data mining becomes very important in this field.
Data mining in the telecommunication industry helps in identifying telecommunication patterns, detecting telecommunication frauds, better utilization of resources and improving the quality of telecommunication services. Some of the applications of data mining in this industry are as follows:
Multidimensional telecommunications data analysis.
Building fraud detection models.
Detecting anomalies in telecommunications transactions.
Analysis of customer telecommunications service usage behavior.
Using visualization tools in telecommunications data analysis.
Biodata Analysis
Biological data mining is a very important part of the field of Bioinformatics. Following are some applications of data mining in biology:
Indexing, searching for similarity, anomalies in Gen database.
Building models to mine genetic networks and the structure of genes and proteins.
Building visualization tools in genetic data analysis.
Detect illegal intrusion
Intrusion is an action that threatens the integrity, confidentiality, and availability of network resources. In the world of connectivity, security has become a major issue for the survival of the system. With the development of the internet and the availability of tools and techniques to assist in intrusion and cyber attacks, the requirement to control illegal access is very important to ensure the stability of the system.
Here are some applications of data mining that can be applied to intrusion detection:
- Develop data mining algorithms for intrusion detection.
- Association, correlation and difference analysis for intrusion detection.
- Analyze data streams to detect anomalies.
3. Mining the array of frequent closed itemsets
Finding association rules from millions of transactions in large databases is currently a difficult task in the field of data mining. Frequent itemsets and closed itemsets are the key to mining association rules. Association rules can be efficiently mined from the Closure of Frequent Itemsets.
Non-redundancy, precision, time and memory usage are the factors that need to be considered while developing an algorithm to find useful association rules. Building a closed itemset is to build a parent-child relationship (directly) between the frequent closed itemsets. Thus, it saves time when browsing the set to generate rules.
4. Scientific and practical significance of the topic
- The BVCL algorithm is more innovative than the CHARML algorithm as well as the sequential browsing algorithms of the item set in the following main points:
o The DSBV structure stores parent set information in bit form, so transmitting information to sets in the array when calling recursively is fast.
o The way the subsume list and non-subsume list are organized makes the algorithm skip quite a few steps when recursing with the sets in the subsume list.
- The new algorithm improves the efficiency of mining this array of frequent closed itemsets, contributing to solving the problem of association rule mining with a wide range of applications, including customer shopping behavior analysis, web retrieval sequences, scientific experiments, disease treatment, natural disaster prevention, and protein formation, etc.
5. Research methods and research objects
Research method :
- Document research method : based on published documents of researchers on algorithms for mining frequent itemsets, closed itemsets, and Scatter mining: Apriori-Gen, FP-tree, Charm, CharmL, MG-Charm, DCI-Closed, LCM, DBV-Miner, GENCLOSE, NAFCP. Analyze how to use DBV, DSBV data structures, how to organize the database (horizontal or vertical), how to generate new candidate patterns, Scatter mining techniques... and the development trends of algorithms.
- Experimental method : Implement and experiment the methods proposed in the thesis to determine the correctness, feasibility and development compared with the published methods of domestic and foreign authors related to the thesis.
- Statistical and data analysis methods : Collect and synthesize data during the experimental process to analyze and evaluate, thereby recognizing, detecting, and selecting advantages to promote, finding ways to overcome limitations, and at the same time combining the collected related information into
a complete logic to propose a new algorithm that simultaneously mines frequent closed itemsets and their generators faster and is more memory efficient (with experimental comparison).
Research object : BVCL algorithm exploits the array of closed frequent itemsets, dynamic bit vector structure - DBV, dynamic bit vector superset structure DSBV used to store and transmit information of supersets, mapping techniques, indexes to increase the search speed of the algorithm.
6. Difficulties and Challenges
Given a database D and a user-defined minSup threshold , finding all frequent closed itemsets is a significant time challenge due to the exponential complexity of mining.
The length of the bit vector increases with the number of transactions in the database. This consumes a lot of memory. Dynamic bit vector structures save a lot of memory for sparse databases, however, for dense databases, the savings are insignificant. On the datasets used in this thesis, the memory savings are more than 50% compared to static bit vector structures.
7. Objectives and scope of the thesis
The ultimate goal of frequent itemset mining is to mine association rules and apply the results in practice.
In the traditional way of mining association rules, finding all association rules from the database that satisfy minSup and minConf is disadvantageous when the number of frequent itemsets is large. Therefore, there is a need for a suitable method to mine with a smaller number of rules but still ensure full integration of all rules of the traditional mining method. One of those approaches is to mine the most essential rules, only keeping the rules with the minimum left side and the maximum right side (according to the parent-child relationship).
The objective of the thesis is to focus on researching, analyzing the advantages and limitations of closed itemset mining algorithms, closed itemsets on Arrays. With the desire to reduce the time for rule mining, using parent-child relationships on Arrays to reduce the cost of considering parent-child relationships and thus reduce the time for rule mining.
Thereby, it can be seen that the BVCL algorithm with DBV, DSBV data structures is effective and powerful, suitable for research and application. It is proposed to integrate and improve the original algorithm to simultaneously exploit Closed Frequent Sets and Generators, which is necessary for future association rule mining work. Finally, compare the experimental results of the improved BVCL algorithm with the original algorithm and CharmL, MGCharm algorithms on synthetic and real databases.
8. Contribution of the thesis
The thesis has improved the author's original algorithm by combining and optimizing the simultaneous exploitation of the generators into the original algorithm. The improved algorithm is not faster than the original algorithm in terms of mining the closed frequent itemset array. However, the exploitation of the generators is very important in the process of mining association rules. If the original algorithm separately mines the closed frequent itemset array and the generators, the algorithm that the thesis improves is much faster and more effective. The comparison issue will be mentioned separately in the comparison and evaluation section.
Chapter 2: THEORETICAL BASIS
1. Problem overview
D: are transactions in the Database.
Given a set of transactions T = { t 1 , t 2... t n }. Each transaction t i (1 ≤ i ≤ n) is identified by a key called Tid.
Tidset(X): A set of transactions containing set X.
Itemset(Y): Represents a set of Items that appear in the transactions of Tidset (Y).
𝑖=0
𝑇𝑖𝑑𝑠𝑒𝑡 ( 𝑋 ) = ⋂ 𝑘 𝑡𝑖𝑑𝑠𝑒𝑡(𝑥 𝑖 ) , 𝑣 ì 𝑖 {𝑥1, 𝑥2, . . . , 𝑥𝑘} ⊆ 𝐼 , I is Itemset
𝐼𝑡𝑒𝑚𝑠𝑒𝑡 ( 𝑌 ) = ⋂ 𝑝 𝐼𝑡𝑒𝑚𝑠𝑒𝑡(𝑦 ), 𝑣 ì 𝑖 𝑌 = {𝑦1, 𝑦2, . . . , 𝑦𝑝} ⊆ 𝑇 , T is Tidset
𝑗=0 𝑖
And: I = { i 1 , i 2 … i m }
The number of transactions in tidset (X) corresponding to the support of X is represented by sup (X).
An Itemset X is called frequent if Sup(X) ≥ Minsup.
The support of the association rule X =>Y is the frequency of transactions containing all items in both sets X and Y. For example , the support of rule X =>Y is 5% which means that 5% of transactions X and Y are purchased together.
Minsup: is the minimum support that must be determined before generating an association rule.
An itemset X is called a closed itemset if no itemset covering it has the same frequency. In other words. There does not exist an itemset X', X sub X', such that sup (X) = sup (X').
Consider X and Y as two closed frequent itemsets.
- Y is called a frequent closed superset (FCS) of X if X ⊂ Y.
- Y is a minimal closed superset of X if there does not exist a closed itemset Z such that X ⊂ Z ⊂ Y.
- The set G is called the generator of the closed set X, if and only if G ⊆ X
and Sup(G) = Sup(X).
If Y is the minimal cover of a closed set X, then node Y is considered a child of node X, and there is an edge from X Y.
An association rule (AR) is represented as X ⇒ ( Y − X ): X, Y are 2 frequent itemsets and X ⊂ Y.
Mining Frequent closed itemset lattice (FCIL) is to arrange the Nodes of frequent closed itemsets, connect the Nodes in pairs in the Lattice and create a Parent-Child relationship. We also simultaneously mine the generators corresponding to the frequent closed itemsets in the Lattice.
2. Approach to mining frequent closed itemsets
A large number of research works focus on developing algorithms to mine frequent closed itemsets. Most of these techniques can be classified into four categories depending on the particular strategy.
- First is the testing and development strategy according to APRIORI-GEN [19]. The procedure for testing the closure of a set of items.
- The second is to use the FP-tree data structure [20].
- The third is to use hybrid search techniques. CHARM [9] is a typical example of this approach, which exploits not only item-space but also tid-space.
- The fourth is DCI-Closed [21] and LCM [22], which are different from the above three. Both of these approaches overcome the testing cost problem to eliminate the generation of duplicates of closed itemsets. They traverse the search space depth-first and generate new frequent closed itemsets by expanding previously discovered closed itemsets. Furthermore, they do not require memory storage for previously discovered closed itemsets. LCM [22] applies the co-occurrence and hybrid version of diffset techniques [9] to compute frequentness and closeness based on the characteristics of the dataset.
FCI mining algorithms can be divided into two basic categories depending on the database representation, horizontal (tid × itemset) and vertical (item × tidset). It is observed from the existing literature [23] that algorithms using vertical database representation outperform those using horizontal representation. Table 2.2 is an encoded representation of Table 2.1 where the Items are represented by letters, and are represented horizontally. ECLAT [10]. Zaki introduced vertical database.
Table 2.1: Book store transaction database.
TID
Itemset | |
t 1 | Algorithms, Logic Design, Data Mining, Programming in C, Networking |
t 2 | Logic Design, Compiler, Programming in C, Microprocessor |
t 3 | Algorithms, Logic Design, Data Mining, Networking, Programming in C |
t 4 | Algorithms, Logic Design, Compiler, Programming in C, Microprocessor, Networking |
t 5 | Algorithms, Logic Design, Compiler, Data Mining, Programming in C, Microprocessor, Networking |
t 6 | Compiler, Data Mining, Microprocessor, Networking, Human Computer Interaction, Logic Design |
Maybe you are interested!
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Subjects and Methods of Qualitative Research -
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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In terms of space, the research topic is the relationship between two subjects in the Asia-Pacific region, the United States and Vietnam, on the economic level. -
Survey Subjects in Qualitative Research -
The Thesis Uses Some Of The Following Research Methods

Table 2.2: Encrypted transaction database of table 2.1 .
TID
Itemset | |
t 1 | A, L, D, P, N |
t 2 | L, C, P, M |
t 3 | A, L, D, N, P |
t 4 | A, L, C, P, M, N |
t 5 | A, L, C, D, P, M, N |
t 6 | C, D, M, N, H, L |
BitTableFI [24] replaces tidset with bit-vector, where each bit corresponds to a
tid


![Mobile Phone Usage in Hanoi Inner City Area
zt2i3t4l5ee
zt2a3gsconsumer,consumption,consumer behavior,marketing,mobile marketing
zt2a3ge
zc2o3n4t5e6n7ts
- 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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