Woody plant dominance includes two ways of division as follows:
+ Division of forest dominance Sarukhan (1978) used the IVI index, which was proposed by Curtis and McIntosh (1950) and is called the Importance Value Index (IV). Tree species with an IVI > 5% are ecologically significant species. Take 1-5 dominant species or groups of tree species with the largest IV (ranked from largest to smallest) with a total IV accounting for 50% or more to name the forest plant dominance. This index is well applied to the study of multi-layered forests and large-diameter trees.
+ Division of communities and dominance according to Thai Van Trung (1970) [17]: Take the composition of N% tree species or dominant genus to divide the indicators: Community: There is an absolute dominance of individuals of 1-2 species (or genera) accounting for over 90% of the number of individuals of the species in the community layer (layer A) on the surveyed area unit. Dominance: the number of individuals of less than 10 species (or genera) accounts for 40-50% or more of the total number of individuals of the community (layer A) on the surveyed area unit (individuals of each species account for 4-5%). This division method is applied to forests with small diameters, on a narrow area.
According to Le Quoc Huy (2005), the Importance Value Index (IVI) was applied by Curtis & Mclntosh (1950); Phillips (1959); Mishra (1968) to represent the structure, correlation and dominance order between species in a plant population. The IVI index represents better and more comprehensively the relative properties of the ecosystem compared to the absolute single values of density, frequency, dominance, etc. The IVI index of each species is calculated using one of the following two formulas:
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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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Research Contents Identify Factors Affecting Slow Growth In The Study.
1. IVI = RD + RF + RC (Rastogi, 1999 and Sharma, 2003).
2. IVI = RD + RF + RBA (Mishra, 1968).

In which: RD is relative density, RF is relative frequency of occurrence, RC is relative canopy cover and RBA is the total relative cross-sectional area of each stem.
species. The IVI index of a species reaches a maximum value of 300 when the research site has only that tree species.
1.2.3.2. Research on diversity of woody plants
The biodiversity of a typical ecosystem or a certain territory is expressed in different categories. First of all, it is the diversity of taxa (phylum, class, family, genus, species, etc.); then it is the diversity in the structure of the ecosystem, the mutual relationship between the ecosystems and communities that create a sustainable ecological balance, existing naturally.
When studying vegetation, some authors have conducted quantitative analysis of biodiversity indicators. Specifically, when studying biodiversity of Can Gio forest - Ho Chi Minh City, Vien Ngoc Nam (2008) used the following indicators: Margalef richness index - d; Piejoue evenness index - J'; Simpson dominance index - D; Shannon diversity index - H' and Caswell index (V) ... for evaluation.
These indices have provided a large amount of information on species composition, rare species, common species and adaptive capacity. Quantification in this way is extremely important for current forest protection work.
Assessment of biodiversity of Huong Son special-use forest plants. In the study area, 28 randomly distributed standard plots were investigated, each plot had an area of 500m2 . The following information was measured: species, number of plant species for trees, shrubs and herbs; number of individuals of each species; diameter of each individual; canopy cover of the total number of individuals calculated separately for each species in each standard plot (Hoang Viet Anh et al., 2008).
According to Vien Ngoc Nam et al. (2014), to assess species biodiversity between regions, use the following indicators:
+ Alpha biodiversity : Related to information on species composition and quantity of a specific research area or site, such as a standard plot of 20m x 50m (quadrat).
+ Beta biodiversity: describes the difference in species composition between two adjacent research sites along a transect; the beta index is low when the species composition of the two research sites is highly similar and vice versa. This value reaches its maximum when there is no common species between the two research sites (similarity is zero).
+ Gamma biodiversity: is defined as the level of encountering a complementary species when changing geographically in different areas of a habitat type. This diversity indicates the difference in species composition and biodiversity indicators of 2 large habitats/habitats that are far away/close to each other.
Thus, forest biodiversity includes not only trees but also the myriad species of plants, animals and microorganisms living in forested areas and their associated genetic diversity.
General comments on the overview of research issues
Research on forest structure of forest types is a very complicated work. In our country, research on forest structure has only been focused on since the 20th century. During the French colonial period, research on forest structure was mainly done by French foresters.
The above mentioned works are the basis and orientation for forestry research in Vietnam later. Since 1960, our country has had many research works on mixed forest structure, leaving an extremely valuable source of data for readers in forestry production and forest management and use. Typical authors such as: Dong Si Hien (1974), Thai Van Trung (1978), Nguyen Van Truong (1983) ...
Along with the development of information technology, many authors have continued to study more deeply the correlation law, model the experimental distributions to find the most suitable equation for each type of forest and have quantified relatively accurately some growth indicators of the research forest. At the same time, the authors have studied and proposed a system of division
Forest type aims to fully understand and perceive the nature of a forest type in an area or territory in order to optimize forest formation conditions by silvicultural techniques (forest planting, nurturing, forest use, restoration, protection, conservation, etc.) to improve the efficiency and quality of the forest.
In the field of forestry, the most important are the research works of Thai Van Trung (1963, 1973) and Nguyen Van Truong (1983).
Based on Loschau's forest status classification, in 1984 the Ministry of Forestry (now the Ministry of Agriculture and Rural Development) improved, expanded and issued a classification system (abbreviated as QPN 6-84) for widespread application nationwide and has been used to this day.
With the increasing demand for forest business, the subdivision of forest types needs to be precise. The task of the topic is to, in addition to determining the qualitative, conduct more in-depth research on forest structure such as: species structure, species diversity, forest adaptability through studying the distribution rules and regeneration situation under the forest canopy... From there, discover and provide optimal qualitative and quantitative data on growth indicators as a basis for proposing improvements and building effective solutions for forest management, protection, business and conservation.
Chapter 2. OBJECTS, SCOPE, CONTENT AND METHODS OF RESEARCH
2.1. Research subjects, time and location
* Research subjects:
The research subjects are secondary forest states under the management authority of Van Ban Forestry One Member Co., Ltd., Lao Cai province.
* Research period: From February 2018 to June 2019.
* Research location: Liem Phu commune and Duong Quy commune, Van Ban district, Lao Cai province.
2.2. Research limitations
Research on secondary forest status (IIa) under the management authority of Van Ban Forestry One Member Co., Ltd., Lao Cai province.
2.3. Research content and methods
2.3.1. Research content
To achieve the research objectives, the topic conducts the following contents:
(1) Study some characteristics of the structure of the tree layer;
(2) Study of layer structure characteristics;
(3) Research on the evaluation of regenerated tree structure;
(4) Proposing silvicultural solutions, promoting regeneration and forest protection and management.
2.3.2. Research method
2.3.2.1. Method of inheriting basic documents
Inheriting documents and survey data on natural conditions, socio-economic conditions of the research area, and reference documents related to the topic of domestic and foreign authors.
2.3.2.2. Field investigation method
To collect data, we conducted a survey by route and ÔTC as follows:
* Survey lines: Determined in 2 directions parallel and perpendicular to the contour lines. The distance between the 2 lines is 50 - 100 m depending on the terrain. Along both sides of the survey line, arrange TTC and slab plots to collect data.
* Standard plots: To collect vegetation data, we apply the method of establishing 2000m2 OTC ( 40x50m) for all states, each state establishes 3 OTCs at the foot, slope, and top positions (so the total number of OTCs needed is 6 plots). To collect data on regenerated trees in the OTC, a system of slab plots with dimensions (5x5m) is established. The slab plots are arranged on diagonals, perpendiculars, and edges of the OTC. The total area of the slab plots must reach at least 1/3 of the OTC area. In addition, along both sides of the survey line, slab plots are placed to collect additional data.
- Data collection:
On the survey route, statistics on species composition, land use history, and vegetation characteristics are collected. Along both sides of the route, OTCs and plots are arranged to collect data.
+ In the 2000m2 OTC, determine the terrain location, exposure direction, slope, and land use history. Collect data on vegetation: measure height, trunk diameter (at a height of 1.3m), canopy diameter for trees with diameter D 6cm, determine canopy cover, and density of fresh vegetation.
Height measurement: Trees under 4.0m in height are measured directly with a pole with divisions of 0.1m. Trees over 4.0m in height are measured with a SUNNTO 627124 ruler adjusted according to the direct height measurement method.
Diameter measurement: Measure all trees with D 1.3 6 cm. Measure at breast height (D 1.3m ), measure directly with a caliper (add together the two directions DT-NB, divide by 2 to get the average value) with an accuracy of 0.10cm. Or measure the circumference with a tape measure and then deduce the diameter: D 1.3 = C 1.3 /π . (where C 1.3 is the circumference at 1.3 m; π = 3.14)
Canopy diameter: Measure according to the canopy projection on the horizontal plane in the two directions East-West and South-North, then calculate the average value.
Determining canopy cover (Canopy cover is the proportion of land area covered by vegetation): Survey by point network method, the survey method is conducted as follows: On each OTC, establish parallel lines at equal distances. On each of these lines, survey 100 points, survey canopy cover points are scored as follows:
If the survey point is inside the canopy, we give a score of 1.0. If the survey point is on the edge of the canopy, we give a score of 0.5. If the survey point is outside the canopy, we give a score of 0.0.
After investigating 100 points in the OTC, we calculate the canopy cover according to the formula: TC% = ∑number of points/100; In which: TC% is the canopy cover of the OTC.
The survey results are recorded in the form (Form 1):
+ Count quantity, determine species composition, measure height, evaluate quality and origin of regenerated trees.
The results of the investigation are recorded in the investigation form.
+ Survey of fresh vegetation: In a plot (5x5m). Survey of shrubs, survey of fresh vegetation (ground cover vegetation) according to the following criteria: main species name, average height, coverage, growth status. Survey results are recorded in the survey form.
+ Soil profile investigation: on each OTC, dig a soil profile in the middle of the OTC, the investigation results are recorded in the form (Form 04).
2.3.3. Processing data on tree strata composition
To evaluate the ecological compositional structure of woody plant communities, we use the Importance Value Index (IVI), calculated according to the formula:
In there:
IVIi (%)
WhoMove RFi
3
(2.1)
IVI i is the importance index (composition ratio) of the ith species.
Ai is the relative abundance of the ith species:
Who (%)
N i
S
N i
i 1
x 100
(2.1.1)
In which: Ni is the number of individuals of the ith species; s is the number of species in the population
D i is the relative dominance of the i-th species:
Di (%)
Price x 100
S
Gi
i 1
(2.1.2)
In which: G i is the cross-sectional area of the ith species; s is the number of species in the community.
S
G ( cm 2 ) x
D i
(2.1.3)
2
i 2
i 1
With: D i is the diameter 1.3 m (D 1.3) of the i-th tree; s is the number of species in the community
RF i is the relative frequency of occurrence of the ith species:
RF (%) F i
x 100
S
i
F i
i 1
(2.1.4)
In which: F i is the frequency of occurrence of the ith species; s is the number of species in the community.
i
FNumber of samples with the i type appearing x 100
Total number of research samples (2.1.5)
Accordingly, tree species with IVI index ≥ 5% are truly ecologically significant in the forest stand. According to Thai Van Trung (1978), in a forest stand, the group of tree species that accounts for more than 50% of the total number of individuals in the upper tree layer is considered the dominant species group.
Composition of regenerated trees
Determine the average number of trees by species based on the formula:




![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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