land and construction tax policies; Rebecca S. Rudnick and Richard K. Gordon (1996) [123] on property taxes; Chris Edwards (2006) on real estate tax reform in the US; Hong Zhang (2008) on assessment and reform Property tax in China… | |
Information and trust | To limit risks in real estate investment, individual investors often pay attention to information and trust in investors (real estate developers), the reputation of architects, contractors and information about the projects they have participated in. perform… |
Factors of customs, traditions and tastes | To measure the herd mentality variable, we can rely on the scale suggestion of Kahneman and A.Tversky (1974, 1983) Factors of habit, tradition and taste (behavior), herding is the behavior that individuals establish based on observing the behavior of others. the actions of others, or in other words, it is the act of imitating each other. |
Real estate market development | Jane H. Malme and Joan M. Youngman (2001) also conducted a study on the development of real estate in the transitional economies of Central and Eastern European countries. This study was completed in collaboration with the WB and the Lincoln Institute of Land Policy, with specific research in the following countries: Poland; Estonia; Czech Republic; Republic of Slovakia; Russian Federation; Armenia. |
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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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Data Processing Results of Sample Using Short Fiber Type (Lf/df=63.63) -
List of Joint Stock Commercial Banks in the Data Sample -
Currency-Based Audit Sampling Technique -
Credit Rating Levels of Developed Economies in the 2013 - 2015 Research Data Sample

Source: author's synthesis and analysis
3.3.5. Sample population, sampling technique and data processing
Sample size and sampling method
To clarify the research problem before giving the questionnaire, the author directly interviewed and sent emails, consulted about 15 experts who are managers in the field of real estate and banking finance in Ho Chi Minh City. These experts are knowledgeable in the field of real estate and have a good grasp of banking operations (lending operations for the real estate sector). In order to have a basis for asking questions about factors affecting credit efficiency for the development of the real estate market in Ho Chi Minh City. Thereby, there are comments and assessments on the current status of credit efficiency for the development of the real estate market in Ho Chi Minh City, specifically considering the level of impact of factors on the development of the real estate market in Ho Chi Minh City. (The questionnaire is attached in Appendix 1). After interviewing and consulting about 15 experts, the author
Conduct official survey steps to collect official data to serve the research work of the thesis. The official survey was conducted in Ho Chi Minh City.
Based on the sample size selection table published by Krejcie &. Morgan (1970), the number of samples to ensure the reliability of quantitative analysis is 375 samples (Appendix 5). In addition, to ensure the representative value of commercial banks participating in lending investment in the real estate market in Ho Chi Minh City, the author selected 125 more research samples from real estate trading floors in Ho Chi Minh City. To ensure the number of samples for analysis, the topic conducted a survey and the number of survey forms issued was 500, of which (350 forms were for experts in real estate investment and trading enterprises and individuals with the need to invest, buy and sell (consume) real estate and 150 forms were for bank staff).
The thesis uses non-probability sampling method, specifically the convenience sampling method. Based on information collected from commercial banks, real estate investment companies and real estate trading floors. The author has selected research locations. The research samples are carried out conveniently for the survey subjects who are willing to provide information. However, the interview still pays attention to the distribution of customers by region. Therefore, the research sample is a convenient sample but takes into account the distribution of the overall research population.
Survey data processing method
Data processing method is carried out in two specific steps as follows:
- Entering survey data and processing raw data: the author used IBM SPSS16 software to enter data, then processed raw data: checking the reasonableness of the data, checking for missing data...
- Descriptive statistical analysis and test analysis: from the raw processed data, all analysis steps in the quantitative research method are processed through SPSS16 statistical analysis software.
3.4. CONCLUSION OF CHAPTER 3
In chapter 3, the thesis has completed the following main contents:
Firstly, chapter 3 of the thesis proposed a research method for the entire content of the thesis and proposed a data collection method for the entire content of the thesis.
Second, propose a research process and implementation steps for the survey of factors affecting the development of the real estate market in Ho Chi Minh City to achieve the research objectives of the topic, according to the research process in (Figure 3.1) of the thesis.
Third, chapter 3 of the thesis presented the quantitative research design for the thesis, specifically presenting the purpose and objects of the survey, research hypotheses and reliability of the scale. Thereby, measuring the variables used in the research model of the scale and the final content in chapter 3 presented the sample size, sampling techniques and data processing of the quantitative research of the thesis.
CHAPTER 4
RESEARCH RESULTS AND DISCUSSION
4.1. FORMATION AND DEVELOPMENT PROCESS OF HO CHI MINH CITY REAL ESTATE MARKET
4.1.1. Geographical location and economic and social potential of Ho Chi Minh City
Ho Chi Minh City has natural, economic and social conditions that are favorable for socio-economic development in general and real estate market development in particular:
4.1.1.1. Geographical location
Ho Chi Minh City borders Binh Duong province to the North, Tay Ninh province to the Northwest, Dong Nai province to the East and Northeast, Ba Ria - Vung Tau province to the Southeast, Long An and Tien Giang provinces to the West and Southwest.
Ho Chi Minh City is nearly 1,730 km from Hanoi by road, located at the international crossroads between maritime routes from North to South, from East to West, and is the center of Southeast Asia. The city center is 50 km from the East coast as the crow flies. This is a traffic hub connecting provinces in the region and an international gateway. With the largest port and airport system in the country, Saigon port has a capacity of 10 million tons/year. Tan Son Nhat International Airport with dozens of routes is only 7 km from the city center.
Ho Chi Minh City accounts for 0.6% of the country's area and 6.6% of its population, located in the Southern Key Economic Zone, is the economic center of the country, with a high economic growth rate. Ho Chi Minh City is the most dynamic economic activity, leading the country in economic growth rate. Economic development with a high growth rate has created a large GDP contribution to the country. The city's GDP accounts for 1/3 of the country's GDP.
4.1.1.2. Socio-economic potential
The 9th Congress of the Ho Chi Minh City Party Committee for the 2011-2015 term identified 6 breakthrough programs for the City's economy to grow in depth and Decision No. 2631/QD-TTg dated December 31, 2013 of the Prime Minister approving the master plan for socio-economic development of Ho Chi Minh City to 2020, with a vision to 2025 and agreed: The economic structure will shift towards services - industry - agriculture.
Regarding trade and services, the city is the largest import-export center in the country. The city's import-export turnover increasingly accounts for a large proportion of the total import-export turnover of the whole country. The commercial infrastructure has been strengthened with about 400 retail markets, 81 supermarkets, 18 shopping centers, and 3 wholesale markets. The service sector has grown beyond the plan, increasingly meeting the needs of production - business and serving the people's lives.
Ho Chi Minh City is the largest financial and banking center in Vietnam, the city leads the country in the number of banks and financial and credit relations. The revenue of the city's banking system accounts for about 1/3 of the total revenue of the whole country. Many modern credit services are applied, the payment network through ATM cards is expanded.
Ho Chi Minh City is increasingly asserting its role as a center of high-quality education and training. Regarding education, human resource training has developed in an increasing direction, the number of trainings is often higher year after year; training types are also diverse, and facilities are invested in.
The number of universities and colleges in the area has increased rapidly along with economic development. Ho Chi Minh City has a large number of scientific and technical staff (tens of thousands of people), who have been trained in a variety of ways from different sources, and are qualified to absorb advanced science and technology in the world. With the achievements, along with the strength of scientific and technical human resources, the City
The city has become a center for training, science and technology transfer in the region and the whole country.
4.1.2. The formation and development process of the real estate market in Ho Chi Minh City
The Land Law was issued in 1987, creating important conditions and legal foundation for the development of the real estate market. By 1993, the Land Law was amended, the real estate market in our country was aroused, formed and gradually developed.
According to this law, land is also the property of the entire people, managed by the State, but the State allocates land for long-term stable use to organizations, households and individuals. Households and individuals assigned land by the State have the right to convert, transfer, lease, inherit, mortgage, sublease, contribute capital to joint ventures, guarantee... with the value of land use rights. This is the first time that the concept of land and land use rights in our country has been recognized by law and considered as a "property". Accordingly, the real estate market is increasingly bustling, the demand for housing and land is increasing day by day.
Vietnam began to open its economy to attract foreign investment resources since 1992. In 1995, Vietnam normalized relations with the US and foreign investment capital began to flow into Vietnam, further increasing the demand for real estate. These were the reasons for the increase in real estate prices in Vietnam in general and Ho Chi Minh City in particular, starting a period of price fever, the price fever lasted from 1994 - 1996, initially in the two major cities of Hanoi and Ho Chi Minh City and spreading to all provinces and cities in the country, real estate prices increased at an unprecedented rate in the history of Vietnam.
The Asian financial and monetary crisis in 1997-1998, originating from the real estate crisis in Thailand, caused housing and land prices in Vietnam to continuously fall, leading to a freeze. However, by 1999, the market began to warm up and became bustling again in late 2000, and by 2001, along with the recovery and strong growth of the domestic economy.
After the new Land Law 2003 was passed with new regulations on controlling land supply and demand and the real estate market in 2003. By the end of 2007, due to the Bank's low-interest lending policy, people's concerns about inflation, along with the shift of some investors from the stock market to the real estate market, once again increased the demand for real estate in Vietnam in general and especially in Ho Chi Minh City, causing local prices of real estate projects and high-end apartments to increase. However, by March 2008, under the impact of the Government's inflation control policies such as limiting the real estate lending rate, high lending interest rates, etc., the real estate market quickly "cooled down".
In June 2008, the real estate market in Ho Chi Minh City decreased sharply in price and number of transactions, especially the price of luxury apartments decreased by 40% - 50%, while the price of land for individual houses and villas decreased by about 35%. Following the decline of the real estate market from mid-2008, by early 2009 the real estate market in Ho Chi Minh City was still in a frozen state, the prices of most real estate products decreased sharply, by mid-2009 the market showed signs of recovery, mainly with low-cost houses (house prices increased by about 12 - 30%), high-end apartments increased slightly (about 2 - 3%).
At the end of 2009, due to the sharp increase in gold prices and the information that the Government would continue to support interest rates until March 31, 2010, the real estate market in Ho Chi Minh City still increased slightly every month. However, in 2010, the State Bank raised the basic interest rate from 7% to 8%/year and then to 9%/year. The information that the Government would not continue to support interest rates caused the real estate market to stagnate, with only successful transactions mainly in projects with average and low prices.
4.1.3. Development status of Ho Chi Minh City real estate market from 2012 to 2016
4.1.3.1. General situation of the real estate market in Ho Chi Minh City
Current status of transactions in the real estate market
Table 4.1: Number of trading floors and personnel working in the real estate sector
Unit: thousand people
Indicators
Quantity | ||
Human resources | Human resources in real estate | 36,000 |
Real estate broker | 17,000 | |
Real estate valuation staff | 9,500 | |
Floor management and operation staff real estate transaction | 9,500 | |
Nationwide | 669 | |
Real estate floor number | In which: Hanoi | 300 |
Ho Chi Minh City | 369 |
Source: Report of the Ministry of Construction on the real estate sector in 2016
The 2006 Law on Real Estate Business regulates the establishment and operation of real estate trading floors, aiming to contribute to market transparency, create a level playing field for real estate investors and bring many benefits to people when accessing real estate products, especially housing. This is an important channel for providing market information to investors, consumers and state management agencies, and at the same time, the operation of trading floors has brought a new face to the Vietnamese real estate market.
The number of trading floors has grown rapidly but is inversely proportional to the volume of transactions. What these floors contribute to the current real estate market is only in terms of quantity. According to the Department of Housing and Real Estate Market Management, the total number of real estate transactions through the floors nationwide reached 3,679 transactions, of which the Northern region (mainly Hanoi) had 327 transactions; the Southern region had 3,352 transactions. It is estimated that the rate of real estate transactions through the trading floor system accounts for only 15% of the total market transactions. Thus, the current Vietnamese real estate market is considered to be less transparent with a very high rate of underground transactions. This is also the main reason why our country's real estate market is slow to develop, manipulated by speculation, "price manipulation" causing real estate "fever" affecting the national economy as a whole.
4.1.3.2. Effective use of real estate in Ho Chi Minh City

![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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