LIST OF TABLES
Table 2.1: Qualitative research methods 74
Table 2.2: Typical insider trading situations 75
Table 2.3: Typical scenarios of price manipulation 77
Maybe you are interested!
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Research on fraudulent behavior in Vietnam's stock market - 1 -
The Role of Securities Companies in the Development of Vietnam's Stock Market. -
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 on factors affecting the behavior of using international bank cards in Vietnam - 21 -
Research on EBAY's online auction model and recommendations for Vietnam - 1
Table 2.4: Typical situations of false information disclosure 80
Table 2.5: Typical situations of adjusting or falsifying records and documents 81

Table 2.6: Typical scenarios of intertwining types of fraudulent behavior 82
Table 2.7: List of in-depth interview subjects 84
Table 2.8: Opinions on grouping opportunity factors into 3 groups of factors 85
Table 2.9: Opinions on the use of methods to commit fraud 85
to identify fraudulent behavior 85
Table 2.10: Results of in-depth interview opinions on independent variables 86
Table 2.11: Results of in-depth interview opinions on dependent variables 88
Table 2.12: Oriented research methods 89
Table 2.13: Independent variable scale 91
Table 2.14: Dependent variable scale 93
Table 3.1: Summary of opportunity factors leading to fraudulent behavior from case studies117 Table 3.2: Summary of ways to commit fraudulent behavior from case studies..118 Table 3.3: Assessment of the reliability of the scale through Cronbach's Alpha coefficient 120
Table 3.4: Results of EFA factor analysis 121
Table 3.5: KMO test and Bartlett test of dependent variable 121
Table 3.6: Extracted variance values of dependent variable 122
Table 3.7: Rotation matrix in EFA analysis for dependent variable 122
Table 3.8: Reliability assessment of the new scale 123
Table 3.9: Correlation coefficients between variables in model 123
Table 3.10: Results of regression analysis of factors of independent variables 124
Table 3.11: Autocorrelation test 124
Table 3.12: F 125 test results
Table 3.13: Variances test with gender group 128
Table 3.14: ANOVA test with gender group 128
Table 3.15: Variances test with education level group 129
Table 3.16: ANOVA test with education level group 129
Table 3.17: Variances test with surveyed group of 129
Table 3.18: ANOVA test with surveyed group of 130 subjects
Table 3.19: Statistics on fines for fraud in the stock market 2008 - 2019 133
Table 3.20: Statistics of fraudulent acts in the Vietnamese stock market 2007 - 2019 139
LIST OF FIGURES, CHARTS AND DIAGRAMS
Figure 1: Research framework on fraudulent behavior in the stock market 5
Figure 1.1: Fraud Triangle 25
Figure 2.1: Research process 73
Figure 2.2: Model of opportunity factors leading to fraudulent behavior in the Vietnamese stock market 90
Figure 2.3: Survey design process 95
Figure 3.1: Vnindex from 2000 - 2019 100
Figure 3.2: SKG stock price movement from May 1, 2017 - September 30, 2017 104
Figure 3.3: CDO stock price fluctuations from March 9, 2015 - October 25, 2017 106
Figure 3.4: Process of creating fake contracts at DVD 115
Figure 3.5: Gender chart of survey subjects 119
Figure 3.6: Chart of educational level of surveyed subjects 119
Figure 3.7: Group chart of surveyed subjects 120
Figure 4.1: Proposed management process 159
Figure 4.2. Coordination model between agencies and departments 169
INTRODUCTION
1. Urgency of the topic
The first recorded case of stock market manipulation was the Tulip Bulb scandal in 1636 in the Netherlands. The number of frauds increased in the 17th and 18th centuries, especially during economic crises. Insider trading is often not proven because it is difficult to prove what the defendant actually knew at the time the transaction was made. The US Securities and Exchange Commission (SEC) was also embarrassed by a scandal involving insider trading by two SEC enforcement officers (Stephen, 2014). Price manipulation is also becoming more sophisticated, complex, and involves many parties. Rejesh's (2003) empirical study in the US market shows that there are fraudulent acts that harm the market but are not regulated, there are fraudulent acts that are not detected and investigated, and there are cases that are investigated but there is not enough evidence to prosecute. Therefore, regulatory and enforcement laws must be constantly improved and kept up with the market because as long as profit-making opportunities exist, fraud is likely to continue (Rezaee & Riley, 2010). Fraud in the stock market has many negative consequences including negatively affecting the company's stock price, causing damage to shareholders, employees, vendors and customers, and as a result, reducing the company's ability to raise capital (Lord (2010), Rezaee & Riley (2010), Murphy & Tibbs (2010)). Fraud not only causes direct economic damage, it also leads to litigation costs, insurance premiums, loss of confidence and distortion of the investment market (Peterson & Buckhoff (2004), Rezaee et al. (2004)). According to the Association of Certified Fraud Examiners (ACFE, 2010), “fraud causes losses of up to 7% of annual revenue for businesses, causing the US economy to lose about 6% of its gross domestic product in 2004 (equivalent to 10,000 billion USD), which means that each year the economy loses over 600 billion USD. This is a very large number because it is almost double the budget that the US Government spent on military activities in 2003. And it is more than the money the Government invested in building infrastructure and education, exceeding 28 times the budget the Government prioritized for crime prevention in 2003”.
Despite the existence of many methods and predictive indicators, fraud is still difficult to detect. As Rezaee & Riley (2010) stated, not only researchers but also managers have a more important task of preventing fraud from occurring, therefore, it is necessary to
carefully analyze the reasons for its occurrence and the techniques that can be performed. One of the important factors is to analyze the opportunities and loopholes for fraudulent behavior to be performed. The fraud triangle theory is often used to determine this factor. Research results around the world have shown that one of the important causes leading to fraudulent behavior is the existence of loopholes that create opportunities for fraudulent behavior to be performed (Cressey (1953), Demsetz (1968), Cornell & Sirri (1992), Chakravarty & McConnell (1997), Kenyon & Tilton (2006), Dorminey et al. (2010), Ewa & Udoayang (2012)).
In Vietnam, since its official operation (since 2000), fraudulent acts in the stock market have become increasingly sophisticated and complicated. Although legal documents are increasingly strict, inspection and examination measures are widely deployed, especially the application of the criminal code to crimes in the securities sector, fraud continues to increase in number and severity. In the period 2010 - 2020, the State Securities Commission (SSC) issued an average of 240 penalty decisions annually with a fine of 15.7 billion VND/year. However, detecting and handling these transactions still faces many technical and legal difficulties. In addition to the violations that have been detected and handled, in reality there are many violations that do not have enough evidence to be punished (Duong Nguyen (2008), Nguyen The Tho (2014), Truong Minh Huy (2015), Vinh Nguyen & associates (2017)). The State Securities Commission has transferred 3 cases to the police for investigation and they were returned even though the signs of insider trading were clear but the evidence was insufficient, especially market manipulation and insider trading activities that are quite common but do not have enough evidence, so they are often shown as violations of information disclosure, so the penalties are lighter, not commensurate with the severity of the fraudulent acts. Many serious incidents leading to losses for thousands of investors over a long period of time show many loopholes in management and supervision by authorities such as the case of falsifying records and documents of securities offering by MTM, the case of manipulating the price of CDO, DVD securities... Therefore, continuing to research fraudulent behavior in the stock market to propose solutions to strengthen the management of fraudulent behavior is urgent for the sustainable development of the stock market. As Benjamin Franklin (1735) said, "An ounce of prevention is worth a pound of cure." The top priority for management agencies is to have measures to prevent fraud instead of reacting and dealing with the consequences of fraud.
There have been many studies on fraud in the stock market around the world, however, the studies mainly focus on developed markets that have data.
rich data for quantitative results. In Vietnam today, there is still no scientific work with enough convincing theory, model, and research data on fraudulent behaviors in the stock market.
For the above reasons, the topic "Research on fraudulent behavior in the Vietnamese stock market" is an urgent research direction both in theory and practice .
2. Research objectives
The general research objective of the thesis is to identify the opportunistic factors leading to fraudulent behavior in the Vietnamese stock market in order to propose solutions to strengthen State management of fraudulent behavior in the Vietnamese stock market. The specific objectives are identified as follows:
(1) Basic issues of fraudulent behavior in the stock market
(2) Basic issues in managing fraudulent behavior in the stock market
(3) Analysis of the current situation of opportunity factors leading to fraudulent behavior in the Vietnamese stock market
(4) Analysis of the current status of management of fraudulent behaviors in the Vietnamese stock market.
(5) Propose solutions for the State Securities Commission to strengthen management of fraudulent acts in the Vietnamese stock market.
3. Research questions
(1) What are the ways to commit fraud in the stock market?
(2) What are the opportunistic factors that lead to fraudulent behavior in the stock market?
(3) How do fraudulent acts affect investors, listed companies and the stock market?
(4) What contents, methods and tools are there for the state to manage fraudulent acts in the stock market?
(5) Characteristics of fraudulent behavior in the Vietnamese stock market?
(6) What are the opportunistic factors leading to fraudulent behavior in the Vietnamese stock market?
(7) What is the impact level of opportunity factors leading to fraudulent behavior in the Vietnamese stock market?
(8) Is there a difference in perception of fraud behavior among experts by gender, education level, and survey subjects in the Vietnamese stock market?
(9) What contents, methods and tools does the State have to manage fraudulent acts in the Vietnamese stock market?
(10) What solutions are there for the State Securities Commission to strengthen the management of fraudulent acts in the Vietnamese stock market?
4. Research object and scope
Research object
Fraudulent behavior and State management of fraud in the underlying securities market. Due to data limitations, the research subjects do not include fraudulent behavior in the derivative securities market or fraudulent behavior that overlaps two markets and does not include cross-border fraudulent behavior.
Scope of research
Time range:
The study used data for the period from 2010 to 2019. Spatial scope:
Research on fraudulent behaviors and state management of fraudulent behaviors in the Vietnamese stock market.
Within the scope of the research, fraudulent behavior in the stock market is approached from the management perspective of the State Securities Commission. In which, the fraud triangle theory is applied to clarify the opportunistic factors leading to fraudulent behavior to propose solutions to help strengthen the management of fraudulent behavior in the Vietnamese stock market.
The thesis focuses on studying fraudulent behaviors including Insider Trading; Price Manipulation; Disclosure of false information; Adjustment or falsification of securities documents and records. Because these fraudulent behaviors are common in the Vietnamese stock market, they are closely related to each other and share common groups of opportunistic factors leading to fraudulent behavior.
5. Research framework
Based on the objectives and research questions, the research framework of the Thesis is established in Figure 1 below:
Research Overview
Determine NC clearance
Research question
Theoretical framework
- Efficient market theory
- Behavioral finance theory
- Signal theory
- Fraud Triangle Theory
Research methods
Qualitative research
- Case study
- In-depth interviews with experts
Quantitative research
- Descriptive statistics
- Exploratory factor analysis (EFA)
- Regression model analysis
Analyze and discuss research results
Figure 1: Research framework on fraudulent behavior in the stock market



![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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