The results of the multivariate regression analysis show that the Sig coefficient of 0.00 is smaller than the significance level α = 1%, so the regression model is significant, the independent variables have an impact on the dependent variable Y. The adjusted R2 value ranges from 0.817 to 0.849, showing that the independent variables included in the regression affect 82.10 to 84.90% of the change in employment, the remaining 17.90% - 15.10% is due to variables outside the model and random errors. In addition, the Durbin Watson coefficient has a value of 1.932-1954.0, which is in the range of 1.5 to 2.5, so there is no self-similarity phenomenon.
First-order serial correlation occurs (Table 4.17). The variance inflation (VIF) of all variables included in the model is less than 2, so the research model does not have multicollinearity. In addition, the variables included in the research are all statistically significant (Sig. equal to 0 and less than 0.05). From the standardized regression coefficient, we determine the regression equation as follows:
Y = 0.876*CA + 0.743*LE + 0.694*UR + 0.605*LU + 0.491*OR +
0.467*HU + 2.469
Table 4.17. Results of linear regression analysis on factors affecting land complaints in Vinh city
Multi-statistics
Order of action | ||||||
rule factor standardize | Error | dynamic (%) | dynamic | |||
(Sig.) | VIF | |||||
Constant | 2,469 | |||||
CA | 0.876 | 4,753 | 0 | 1,743 | 22.60 | 1 |
LE | 0.743 | 5,547 | 0 | 1,572 | 19.17 | 2 |
UR | 0.694 | 4,542 | 0 | 1,563 | 17.91 | 3 |
LU | 0.605 | 5,547 | 0 | 1,864 | 15.61 | 4 |
OR | 0.491 | 4,562 | 0 | 1,657 | 12.67 | 5 |
HU | 0.467 | 3,545 | 0 | 1,536 | 12.05 | 6 |
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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 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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Identify Rating Levels and Rating Scales
zt2i3t4l5ee
zt2a3gstourism,quan lan,quang ninh,ecology,ecotourism,minh chau,van don,geography,geographical basis,tourism development,science
zt2a3ge
zc2o3n4t5e6n7ts
of the islanders. Therefore, this indicator will be divided into two sub-indicators:
a1. Natural tourism attractiveness a2. Cultural tourism attractiveness
b. Tourist capacity
The two island communes in Quan Lan have different capacities to receive tourists. Minh Chau Commune is home to many standard hotels and resorts, attracting high-income domestic and international tourists. Meanwhile, Quan Lan Commune has many motels mainly built and operated by local people, so the scale and quality are not high, and will be suitable for ordinary tourists such as students.
c. Time of exploitation of Quan Lan Island Commune:
Quan Lan tourism is seasonal due to weather and climate conditions and festivals only take place on certain days of the year, specifically in spring. In Quan Lan commune, the period from April to June and from September to November is considered the best time to visit Quan Lan because the cultural tourism activities are mainly associated with festivals taking place during this time.
Minh Chau island commune:
Tourism exploitation time is all year round, because this is a place with a number of tourist attractions with diverse ecosystems such as Bai Tu Long National Park Research Center, Tram forest, Turtle Laying Beach, so besides coming to the beach for tourism and vacation in the summer, Minh Chau will attract research groups to come for tourism combined with research at other times of the year.
d. Sustainability
The sustainability of ecotourism sites in Quan Lan and Minh Chau communes depends on the sensitivity of the ecosystems to climate changes.
landscape. In general, these tourist destinations have a fairly high level of sustainability, because they are natural ecosystems, planned and protected. However, if a large number of tourists gather at certain times, it can exceed the carrying capacity and affect the sustainability of the environment (polluted beaches, damaged trees, animals moving away from their habitats, etc.), then the sustainability of the above ecosystems (natural ecosystems, human ecosystems) will also be affected and become less sustainable.
e. Location and accessibility
Both island communes have ports to take tourists to visit from Van Don wharf:
- Quan Lan – Van Don traffic route:
Phuc Thinh – Viet Anh high-speed boat and Quang Minh high-speed boat, depart at 8am and 2pm from Van Don to Quan Lan, and at 7am and 1pm from Quan Lan to Van Don. There are also wooden boats departing at 7am and 1pm.
- Van Don - Minh Chau traffic route:
Chung Huong high-speed train, Minh Chau train, morning 7:30 and afternoon 13:30 from Van Don to Minh Chau, morning 6:30 and afternoon 13:00 from Minh Chau to Van Don.
f. Infrastructure
Despite receiving investment attention, the issue of infrastructure and technical facilities for tourism on Quan Lan Island is still an issue that needs to be resolved because it has a direct impact on the implementation of ecotourism activities. The minimum conditions for serving tourists such as accommodation, electricity, water, communication, especially medical services, and security work need to be given top priority. Ecotourism spots in Minh Chau commune are assessed to have better infrastructure and technical facilities for tourism because there are quite complete and synchronous conditions for serving tourists, meeting many needs of domestic and foreign tourists.
3.2.1.4. Determine assessment levels and assessment scales
Corresponding to the levels of each criterion, the index is the score of those levels in the order of 4, 3, 2, 1 decreasing according to the standard of each level: very attractive (4), attractive (3), average (2), less attractive (1).
3.2.1.5. Determining the coefficients of the criteria
For the assessment of DLST in the two communes of Quan Lan and Minh Chau islands, the students added evaluation coefficients to show the importance of the criteria and indicators as follows:
Coefficient 3 with criteria: Attractiveness, Exploitation time. These are the 2 most important criteria for attracting tourists to tourism in general and eco-tourism in particular, so they have the highest coefficient.
Coefficient 2 with criteria: Capacity, Infrastructure, Location and accessibility . Because the assessment area is an island commune of Van Don district, the above criteria are selected by the author with appropriate coefficients at the average level.
Coefficient 1 with criteria: Sustainability. Quan Lan has natural and human-made ecotourism sites, with high biodiversity and little impact from local human factors. Most of the ecotourism sites are still wild, so they are highly sustainable.
3.2.1.6. Results of DLST assessment on Quan Lan island
a. Assessment of the potential for natural tourism development
For Minh Chau commune:
+ Natural tourism attractiveness is determined to be very attractive (4 points) and the most important coefficient (coefficient 3), so the score of the Attractiveness criterion is 4 x 3 = 12.
+ Capacity is determined as average (2 points) and the coefficient is quite important (coefficient 2), then the score of Capacity criterion is 2 x 2 = 4.
+ Exploitation time is long (4 points), the most important coefficient (coefficient 3) so the score of the Exploitation time criterion is 4 x 3 = 12.
+ Sustainability is determined as sustainable (4 points), the important coefficient is the average coefficient (coefficient 1), so the score of the Sustainability criterion is 4 x 1 = 4 points
+ Location and accessibility are determined to be quite favorable (2 points), the coefficient is quite important (coefficient 2), the criterion score is 2 x 2 = 4 points.
+ Infrastructure is assessed as good (3 points), the coefficient is quite important (coefficient 2), then the score of the Infrastructure criterion is 3 x 2 = 6 points.
The total score for evaluating DLST in Minh Chau commune according to 6 evaluation criteria is determined as: 12 + 4 + 12 + 4 + 4 + 6 = 42 points
Similar assessment for Quan Lan commune, we have the following table:
Table 3.3: Assessment of the potential for natural ecotourism development in Quan Lan and Minh Chau communes
Attractiveness of self-tourismof course
Capacity
Mining time
Sustainability
Location and accessibility
Infrastructure
Result
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
CommuneMinh Chau
12
12
4
8
12
12
4
4
4
8
6
8
42/52
Quan CommuneLan
6
12
6
8
9
12
4
4
4
8
4
8
33/52
b. Assessment of the potential for humanistic tourism development
For Quan Lan commune:
+ The attractiveness of human tourism is determined to be very attractive (4 points) and the most important coefficient (coefficient 3), so the score of the Attractiveness criterion is 4 x 3 = 12.
+ Capacity is determined to be large (3 points) and the coefficient is quite important (coefficient 2), then the score of the Capacity criterion is 3 x 2 = 6.
+ Mining time is average (3 points), the most important coefficient (coefficient 3) so the score of the Mining time criterion is 3 x 3 = 9.
+ Sustainability is determined as sustainable (4 points), the important coefficient is the average coefficient (coefficient 1), so the score of the Sustainability criterion is 4 x 1 = 4 points.
+ Location and accessibility are determined to be quite favorable (2 points), the coefficient is quite important (coefficient 2), the criterion score is 2 x 2 = 4 points.
+ Infrastructure is rated as average (2 points), the coefficient is quite important (coefficient 2), then the score of the Infrastructure criterion is 2 x 2 = 4 points.
The total score for evaluating DLST in Quan Lan commune according to 6 evaluation criteria is determined as: 12 + 6 + 6 + 4 + 4 + 4 = 36 points.
Similar assessment with Minh Chau commune we have the following table:
Table 3.4: Assessment of the potential for developing humanistic eco-tourism in Quan Lan and Minh Chau communes
Attractiveness of human tourismliterature
Capacity
Mining time
Sustainability
Location and accessibility
Infrastructure
Result
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Quan CommuneLan
12
12
6
8
9
12
4
4
4
8
4
8
39/52
Minh CommuneChau
6
12
4
8
12
12
4
4
4
8
6
8
36/52
Basically, both Minh Chau and Quan Lan localities have quite favorable conditions for developing ecotourism. However, Quan Lan commune has more advantages to develop ecotourism in a humanistic direction, because this is an area with many famous historical relics such as Quan Lan Communal House, Quan Lan Pagoda, Temple worshiping the hero Tran Khanh Du, ... along with local festivals held annually such as the wind praying ceremony (March 15), Quan Lan festival (June 10-19); due to its location near the port and long exploitation time, the beaches in Quan Lan commune (especially Quan Lan beach) are no longer hygienic and clean to ensure the needs of tourists coming to relax and swim; this is also an area with many beautiful landscapes such as Got Beo wind pass, Ong Phong head, Voi Voi cave, but the ability to access these places is still very limited (dirt hill road, lots of gravel and rocks), especially during rainy and windy times; In addition, other natural resources such as mangrove forests and sea worms have not been really exploited for tourism purposes and ecotourism development. On the contrary, Minh Chau commune has more advantages in developing ecotourism in the direction of natural tourism, this is an area with diverse ecosystems such as at Rua De Beach, Bai Tu Long National Park Conservation Center...; Minh Chau beach is highly appreciated for its natural beauty and cleanliness, ranked in the top ten most beautiful beaches in Vietnam; Minh Chau commune is also home to Tram forest with a large area and a purity of up to 90%, suitable for building bridges through the forest (a very effective type of natural ecotourism currently applied by many countries) for tourists to sightsee, as well as for the purpose of studying and researching.
Figure 3.1: Thenmala Forest Bridge (India) Source: https://www.thenmalaecotourism.com/(August 21, 2019)
3.2.2. Using SWOT matrix to evaluate Quan Lan island tourism
General assessment of current tourism activities of Quan Lan island is shown through the following SWOT matrix:
Table 3.5: SWOT matrix evaluating tourism activities on Quan Lan island
Internal agent
Strengths- There is a lot of potential for tourism development, especially natural ecotourism and humanistic ecotourism.- The unskilled labor force is relatively abundant.- resource environmentunpolluted, still
Weaknesses- Poorly developed infrastructure, especially traffic routes to tourist destinations on the island.- The team of professional staff is still weak.- Tourism products in general
quite wild, originalintact
general and DLST in particularalone is monotonous.
External agents
Opportunity- Tourism is a key industry in the socio-economic development strategy of the province and Van Don economic zone.- Quan Lan was selected as a pilot area for eco-tourism development within the framework of the green growth project between Quang Ninh province and the Japanese organization JICA.- The flow of tourists and especially ecotourism in the world tends toincreasing
Challenge- Weather and climate change abnormally.- Competition in tourism products is increasingly fierce, especially with other localities in the province such as Ha Long, Mong Cai...- Awareness of tourists, especially domestic tourists, about ecotourism and nature conservation is not high.
Through summary analysis using SWOT matrix we see that:
To exploit strengths and take advantage of opportunities, it is necessary to:
- Diversify products and service types (build more tourism routes aimed at specific needs of tourists: experiential tourism immersed in nature, spiritual cultural tourism...)
- Effective exploitation of resources and differentiated products (natural resources and human resources)
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Exploratory Factor Analysis (EFA) Results for Factors Affecting Customer Satisfaction -
Regression Model Results of 6 Factors Affecting 8 Listed Joint Stock Companies -
Regression Analysis Results With Hypothesis H2B
Sig. F = 0.000; R 2 = 0.834; Adjusted R 2 = 0.16; Durbin-Watson = 1.973
The results in (Table 4.17) show that all 6 groups of factors included in the research model have an impact on land complaints in Vinh city with different impact rates of the groups of factors. The urbanization factor group has an impact rate of 17.91, ranking third after the land records factor group and the legal factor group, followed by the land user factor group and the related organizational factor group.
related to complaints and the group of human factors for handling complaints. From the above research results, it can be seen that, in the period 2008-2019, the urbanization rate increased from 37.21% to 68.03% with an urbanization rate of 102.94%, the number of land complaints also tended to increase although there were years of increase and years of decrease. In addition, urbanization has a positive impact on land complaints with the impact level ranked 3rd in the 6 groups of impact factors.
4.3.2. Assessment of the impact of urbanization on agricultural land use in Vinh city
4.3.2.1. Current status of agricultural land use in the period 2008-2019 in the urbanization process
Agricultural land area in Vinh city decreased by 509.88 ha from 2008 to 2019. The area of agricultural land decreased (506.23 ha), of which the area of land for perennial crops decreased the most (258.75 ha), followed by the area of land for annual crops 247.48 ha, the area of land for aquaculture decreased by 96.00 ha, and the area of protective forest decreased by 0.23 ha. However, other agricultural land such as greenhouse land, other houses for cultivation and livestock increased by 92.58 ha (Figure 4.6). The area of agricultural land decreased due to being converted into non-agricultural land to implement socio-economic development and national defense and security projects (Vinh City People's Committee, 2020).

Figure 4.6. Fluctuations in agricultural land area in the period 2008-2019
During the period 2008-2019, the State recovered agricultural land from 3,728 agricultural households. The recovered agricultural land area was 563.71 ha. In addition to the recovered land area, the State allowed the conversion of unused land into agricultural land with an area of 112.67 ha. The agricultural land use model has also changed in the direction of increasing the value of agricultural products to meet the requirements of domestic and foreign markets to adapt to the reduced agricultural land area. By 2019, 05 typical agricultural land use models have been formed in the direction of applying high technology to production, including: Safe vegetable production model, integrated organic agricultural production model, high-tech vegetable and fruit production model, household economic model and livestock model in the direction of VietGAP (Figure 4.7) (Vinh City People's Committee, 2020).

Figure 4.7. Some typical agricultural land use models in 2015-2019
Table 4.18. Some characteristics of agricultural land use models
Land use model
Location | Area (ha) | Investment capital (billion VND) | Income (billion VND/year) | |
Safe vegetable production | Nghi Lien commune | 50.00 | 20.00 | 4.0 |
Integrated organic agricultural production | Nghi Kim commune | 80.00 | 50.00 | 10.0 |
High-tech vegetable and fruit production | Nghi Lien commune | 0.46 | 0.80 | 0.3 |
Farm economics | Nghi Kim Commune, Hung Hoa Commune | 10.00 | 7.0 | 5.0 |
Livestock farming according to VietGAP | Nghi An commune and neighboring communes | 5.0 | 10.0 | 2.5 |
Source: Vinh City People's Committee (2020)
The VietGAP-oriented safe vegetable production model is implemented in 3 areas of Nghi Lien and Dong Hung communes with an area of 50 hectares, an investment capital of 20 billion VND and an annual income of about 4 billion VND (Table 4.18). The main functional areas include the safe vegetable production area; Auxiliary infrastructure area (pump system, warehouse...; preliminary processing area, goods transit, product introduction... The safe vegetable production area of Hong Lien hamlet, Nghi Lien commune has an area of 9.4 hectares with over 50 households directly producing under 2 cooperatives and Nghi Lien commune People's Committee. The safe vegetable production area of Trung Lien hamlet, Nghi Lien commune has a total area of 28 hectares. The vegetable production area of Vinh Xuan hamlet, Hung Dong commune has a total production area of 13.5 hectares with 135 workers from 70 households directly participating in production. The consumption of safe vegetable products is carried out according to the model of association with enterprises to ensure the output market. The construction of a safe vegetable production model in the direction of VietGAP has helped consumers of Vinh city and neighboring areas have quality vegetable products, while increasing income for vegetable growers.
The comprehensive organic agricultural production model deployed in Nghi Kim commune has a scale of 80 hectares, an investment capital of 50 billion VND, and also has functional areas such as organic agricultural production area; auxiliary infrastructure area (pump system, warehouse, etc.); preliminary processing area, goods transit, product introduction, etc. This model generates revenue.
import about 10 billion VND/year. The integrated organic agricultural production model not only creates safe products, meeting the increasing demands of consumers, but is also a production method that contributes to reducing the environment, promoting the development of sustainable agriculture.
The high-tech vegetable and fruit production model is initially being implemented in Nghi Lien commune with a scale of 0.46 hectares with a net house investment of 800 million VND. In the Spring-Summer crop, melons such as cucumbers, cantaloupes, melons, etc. are grown; in the Summer-Autumn crop, cucumbers are grown; in the Winter-Spring crop, lilies, vegetables, kohlrabi, cabbage, cauliflower, cucumbers, chrysanthemums, etc. are grown. The application of scientific and technological advances such as high-tech vegetable and fruit production in net houses... has brought about very high economic efficiency because production in net houses and membrane houses helps minimize external impacts such as reducing insect pests and diseases, adverse weather conditions such as frost, heavy rain, storms, thereby minimizing the use of pesticides, vegetables, tubers, and fruits meet safety standards, increase productivity, quality and bring high profits. The products retain nutritional value and are safe for consumers. The yield of cucumber is 7 - 8 quintals/sao; cantaloupe and melon is 1.5 - 2 tons/sao; kohlrabi is 1 ton/sao; cabbage is 1.7 - 2.2 tons/sao; cauliflower is 0.8 - 1 ton/sao,... The total income of 1 sao of production in the greenhouse for cucumber is 25 million VND; especially for melon production, the value is 50 million VND/sao, lilies have a very high value of up to 200 million VND/sao/crop, the average of other vegetables is from 10 - 20 million VND/sao/crop.
The family farm economic model was implemented in Nghi Kim and Hung Hoa communes with an area of 10 hectares and an investment cost of 50 billion VND. The family farm economic model combines raising pigs, chickens, ducks, quails for breeding and aquaculture. The functional areas include: a livestock area with 13,000 chickens, 300 ducks, 300 pigs, 100,000 quails for breeding. The area for raising silver carp, bighead carp, grass carp, and common carp with about 50 tons of fish harvested each year. The total annual revenue of his household is over 7 billion VND, after deducting expenses, the profit is over 2 billion VND/year. Agricultural products are not only consumed in the market of Vinh city and neighboring districts.
The VietGAP livestock farming model in Nghi An commune and some neighboring communes aims to increase productivity, output and production value while protecting the environment. One of the livestock farming models that brings practical results to Vinh city farmers is the biosafety chicken farming model. This model has been implemented by the Vinh city farmers' association for many years and has helped
for farmers to eliminate poverty and stabilize their lives. Accordingly, the Vinh City Farmers' Association has provided 28,000 breeding chickens from DaBaCo Company, Viet Cuong Company, and Hoa Phat Company. The households that receive chickens are supported by the Farmers' Association with breeding chickens, animal feed, and medicine to prevent diseases for chickens. Not only is the biosafety chicken farming model effective in supporting poverty reduction, but the livestock movement in Vinh City has also been widely developed. Currently, the city has 21 farms and 220 livestock and poultry farms. The city has also built a VietGAP breeding area with 6 farms certified by VietGAP. In addition, the models of raising Egyptian hybrid super-egg chickens, Dong Tao hybrid chickens on biological bedding, and shrimp farming models following VietGAP have been effectively applied by livestock farmers and livestock farming in the direction of goods in line with the trend of urban agricultural development.
During the urbanization period from 2008 to 2019, the area of agricultural land has decreased significantly due to the conversion of land use purposes to non-agricultural land. However, the area of other agricultural land has increased due to the application of high technology in production. The area of land for cultivation and livestock farming has also changed in structure and purpose of use to meet the market demand for agricultural and aquatic products and towards reducing land use area. This is a common land use trend of urban areas in the process of urbanization, which has also been pointed out in studies by Dao Thi Thanh Lam & cs., (2014); Ho Huy Thanh (2018); Nguyen Luu Bao Doan (2016). However, the types of crops and livestock in localities are also different due to the impact of climate, soil, market and strengths of each locality.
4.3.2.2. Analysis of strengths, weaknesses, opportunities and challenges of the impact of urbanization on agricultural land use
a. Strengths
The strengths of households in using agricultural land are the advantages that households gain from using agricultural land. According to the results of a survey of households using agricultural land in Vinh city, the majority of them are dynamic, dare to think, dare to do, ready to apply scientific advances in production; change the structure of crops and livestock to adapt to domestic and international market needs. Many households have boldly invested billions of dong to upgrade facilities and infrastructure to serve agricultural production, business and services.
Many households use compensation and support money from agricultural land recovery to invest in career conversion, create more jobs to earn income or apply new technology to agricultural production with high productivity, good quality, low cost and using less land area... Some households also use compensation and support money to switch to business and service sectors such as rice trading, other consumer goods, or fertilizer services, pesticides, accommodation services, motels... In particular, many households and farm owners have used social networks Zalo, Facebook, Twitter... to promote the consumption of agricultural products, calling for business links on agricultural land. In addition, the application of information technology has also helped facilitate business, credit and financial activities, while also helping agricultural production activities achieve high efficiency, reducing costs and product prices.
b. Weaknesses
Weaknesses are the limitations of households that hinder the effective use of agricultural land under the impact of urbanization. In Vinh city, although land consolidation has been implemented, the agricultural land area of households is still small and scattered. This has limited the application of mechanization and science and technology in production to meet the requirements of the agricultural market. In addition, due to land acquisition for urban development, the agricultural land area of households is increasingly decreasing, so changing production methods as well as changing occupations or performing multiple occupations to ensure people's lives is very necessary. However, to implement these issues, households must have production capital, the ability to change occupations, and create new jobs, which are limitations of many households. In addition, many subjects have their land recovered under the impact of urbanization due to old age, education level, and a dislike of changing careers, work positions, and places of residence, so they keep agricultural land even though the area is small and production has low income, but do not participate in expanding production.
c. Opportunities
Opportunities are favorable external and objective impacts that promote the use of agricultural land by households in the direction of developing green agriculture and circular agriculture in the context of urbanization of Vinh city. According to
Resolution No. 26 of the Politburo, Vinh city is the economic and cultural center of the North Central region, so the Government should pay attention to investing in socio-economic development, including job creation for those whose land is recovered in general and agricultural land in particular. The city is also in the process of building an honest, creative, professional, modern, people-centered administration. This has a positive impact on the effective use of agricultural land, creating products to meet the market demand.
The central location of the country with convenient airports and ports also has a positive impact on the use of agricultural land for the purpose of growing crops, raising livestock and consuming products in the domestic and foreign markets, as well as attracting investors to Vinh city to invest in developing production, processing and consuming agricultural products. In particular, the leaders of the city and Nghe An province are responsible, people-oriented, capable, with good moral qualities, daring to think, daring to do and taking responsibility in proposing solutions for the city's economic development, including the use of agricultural land. In addition, the Vinh City Farmers' Association is one of the organizations that has an important impact on agricultural production, as well as applying high technology, using new varieties, advanced farming methods, and providing credit for households. In addition, the Association is also a bridge connecting households to combine production to create large production areas, meet market demand, as well as reduce production costs, increase product value. There are households raising egg-laying chickens with an income of over 600 million VND/year.
Many farms and ranches apply a closed-loop crop-livestock model. Rice, corn, vegetables, etc. produced for the market are also used as feed for pigs and ducks; excess food, pig and duck waste and grass on the pond banks are used as fish feed; thereby contributing to reducing costs and increasing economic efficiency; livestock products are all clean and safe to meet market requirements. Some households have applied the garden model.
- Ponds and barns on an area of 4 hectares are rented from the public land fund to raise buffalo, cows, pigs, ducks, geese, fish, shrimp... In addition, international integration contributes to expanding the product consumption market, increasing product value and income per unit of land area.

![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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