CHAPTER 2: RESEARCH METHODOLOGY
2.1. Synthetic analysis method
Concept: Analysis and synthesis are two closely related methods that regulate and complement each other in research, and have an objective basis in the structure and regularity of the object itself. In analysis, the correct construction of classification criteria as a scientific basis for forming the object of that part of the research is very important. In synthetic research, the important role belongs to the ability to link specific results (sometimes opposite) from analysis, the ability to abstract, generalize and grasp the qualitative aspect from many different quantitative aspects.
The meta-analysis method is used to evaluate and resolve controversial issues that have not yet been agreed upon by scientists. Meta-analysis helps us find gaps in previous studies and areas that need further research or proof.
Normally, analysis and synthesis are two processes of a problem, they cannot be separated but combined to complement each other. Analysis is a necessary stage of any research process. Synthesis is the determination of properties, common relationships, as well as the rules of interaction between the elements that make up an IT project. Synthesis is achieved through the results of analytical research, then combining them together into a complete, unified whole.
Applying the method of synthetic analysis in the thesis to examine what studies are in the field of project management at Vietinbank, how those studies were conducted, what were the results of the studies? etc. Synthetic analysis to detect the results achieved as well as the shortcomings, limitations and causes of them, thereby serving as a basis for implementing the contents of the topic.
The synthetic analysis method is performed through the following steps:
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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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Figure 2.1. Steps to perform the synthesis analysis method
(Source: Author)
Step 1: Find the source of the document.
For secondary data, the thesis uses the main data source: monthly reports on the implementation of strategic information technology projects at Vietnam Joint Stock Commercial Bank for Industry and Trade.
For the primary data used in the topic, I collected it through surveys of project boards and members directly involved in the project.
Step 2. Collect and process data
From the above sources, using the synthesis method, I collected the original data in the sources. The results of the processing are the data and analytical tables used in the research topic.
Step 3: Perform analysis and synthesis
From the processed data and tables, the topic focuses on analyzing the implementation process of project management at Vietnam Joint Stock Commercial Bank for Industry and Trade, pointing out the shortcomings and limitations in project management at Vietnam Joint Stock Commercial Bank for Industry and Trade; on the basis of synthesizing the analysis results, proposing some main solutions to improve the project management work on information technology at Vietnam Joint Stock Commercial Bank for Industry and Trade.
2.2. Survey investigation method
Concept : The survey method is a written interview method, conducted at the same time with many people according to a printed questionnaire.
available. The respondent answers his opinion by checking the corresponding boxes according to a certain convention.
The survey method is used in the thesis to determine research questions, determine evaluation criteria for IT project management at Vietnam Joint Stock Commercial Bank for Industry and Trade, collect opinions of members directly participating in the projects on existing problems in the project implementation process and discuss some solutions to improve IT project management at Vietnam Joint Stock Commercial Bank for Industry and Trade.
The survey method is carried out through the following steps:
Anticipate issues to be researched
→ | Question design | → | Conduct an interview | → | Analyze and synthesize information from the content interview |
Figure 2.2. Steps to conduct qualitative research
(Source: Author)
Step 1. Anticipate issues to be researched
From the initial results when implementing the method of synthesizing and analyzing reports and documents related to project management at Vietnam Joint Stock Commercial Bank for Industry and Trade, I initially identified some key issues that need to be researched in the topic as follows:
- How has project management been at the Vietnam Joint Stock Commercial Bank for Industry and Trade in the past? What processes have been issued to support? How is compliance with the processes? What are the results of implementing IT projects at the Vietnam Joint Stock Commercial Bank for Industry and Trade?
- What criteria are used to evaluate information technology project management?
- What factors affect IT projects?
- What are the solutions to overcome the shortcomings in IT project management? What are the specific contents of the measures?
Step 2. Design interview questions for the survey subjects
Based on the planned research issues, I designed a grid of interview questions for project members including professional specialists, technical specialists, and project managers at the Vietnam Joint Stock Commercial Bank for Industry and Trade (Appendix). The content of the questions was designed the same for all interviewees.
Step 3. Conduct the interview.
In the progress reporting meetings of IT strategy projects that I directly attended, I conducted interviews with a number of project members including technical and professional specialists, project management support, and project directors according to designed questions.
By interviewing, I have initially identified 3 research questions of the topic, these questions are:
i) What are the current requirements for IT projects at Vietnam Joint Stock Commercial Bank for Industry and Trade?
ii) What is the current status of IT project management at Vietnam Joint Stock Commercial Bank for Industry and Trade? What are the achievements? What are the remaining limitations and why?
iii) What are the solutions to improve IT project management at Vietnam Joint Stock Commercial Bank for Industry and Trade?
Based on discussions and interviews with the above subjects, I have also initially identified the criteria for evaluating project management work at Vietnam Joint Stock Commercial Bank for Industry and Trade.
CHAPTER 3: CURRENT STATUS OF INFORMATION TECHNOLOGY PROJECT MANAGEMENT AT VIETNAM JOINT STOCK COMMERCIAL BANK FOR INDUSTRY AND TRADE
3.1. Overview of Vietnam Joint Stock Commercial Bank for Industry and Trade
3.1.1. Development history
Vietnam Joint Stock Commercial Bank for Industry and Trade (VietinBank) was established on March 26, 1988 after being separated from the State Bank of Vietnam under Decree No. 53/HDBT of the Council of Ministers. Vietinbank's development journey can be divided into 3 main stages:
Phase I: From 1988 - 2000: Building and converting from a one-tier bank to a two-tier bank, putting the Vietnam Joint Stock Commercial Bank for Industry and Trade into operation.
Phase II: From 2001 - 2008: Successfully implemented the restructuring project of the Industrial and Commercial Bank regarding debt settlement, organizational model, policy mechanism and business operations.
Phase III: From 2009 to present: Successfully implementing equitization, strongly innovating, modernizing, and standardizing all aspects of banking operations. Converting the organizational model and management and administration according to international practices.
Vietinbank is currently a large commercial bank, playing an important role, a pillar of the Vietnamese banking industry, with the largest charter capital, highest profits and tax payments, best asset quality, and lowest bad debt in the banking industry (2014). In 2014, Vietinbank was in the top 10 largest corporate income tax paying enterprises in Vietnam for the 5th consecutive year; in the ranking of the 2000 largest enterprises in the world by Forbes magazine for the 3rd consecutive year and was awarded many prestigious awards at home and abroad... With the scale of growth in both breadth and depth of operations. In 2014, Vietinbank developed a network in all provinces and cities.
nationwide and internationally with 152 branches, including 149 domestic branches, 2 branches in Germany and 1 branch in Laos along with over 1,000 transaction offices / Savings Funds. Vietinbank is also an enterprise that fulfills its social security responsibilities well, operating for the largest community in the finance - banking industry.
Currently, Vietinbank is synchronously implementing IT projects, preparing the best conditions for Core Bank conversion in 2016. This is a strategic step to optimize, quickly and effectively implement IT projects, comprehensively supporting Vietinbank's operations.
3.1.2. Business performance
Vietinbank's total assets as of December 31, 2014 reached VND661,132 billion, up 14.7% compared to 2013 and reaching 103% of the plan of the Shareholders' Meeting. Capital mobilization as of December 31, 2014 was over VND595 trillion, up 16.3% compared to 2013, reaching 104% of the plan of the Shareholders' Meeting.
Vietinbank's investment scale by the end of 2014 was 177 trillion VND, an increase of 10.5% compared to 2013, accounting for 26.8% of total assets. Of which, investment in the interbank market accounted for 43%, investment in valuable papers accounted for 55%, and joint venture investment in buying shares accounted for 2%. The investment portfolio was continuously adjusted to increase profitability, ensure liquidity reserves for the entire system and enhance the role and position of Vietinbank in the market.
Foreign currency trading turnover in the Interbank market by the end of 2014 was 49.8 billion USD, accounting for 12-14% of the market. 2014 turnover in the market reached 22.5 billion USD, an increase of 12% compared to 2013, Vietinbank's 2014 market share reached 10.2%, affirming that the bank's foreign currency trading position continues to be enhanced in the market.
Regarding trade finance activities: In 2014, Vietinbank continued to promote traditional products while expanding the implementation of new products. Trade Finance revenue increased by 14%, collection services increased by 38%, LC issuance revenue increased by 17%, import payment revenue increased by 13%. Awarded the award for Best Trade Finance Service Provider Bank in Vietnam by The Asset Triple magazine.
3.1.3. Organizational structure of Vietnam Joint Stock Commercial Bank for Industry and Trade
Vietinbank with more than 20,000 employees is currently moving towards the model of a financial group with a full organizational model of all business lines in the banking and finance sector such as commercial banking, investment banking, financial services, insurance, gold and silver trading...

Figure 3.1. Vietinbank's governance model
(Source: Vietinbank Annual Report 2014)
Vietinbank's internal organizational structure includes functional blocks, departments under the headquarters, branches, and public service units with full retail, wholesale, capital market, treasury, payment, and trade finance sectors.
...

Figure 3.2. Organizational structure and operations of Vietinbank.
(Source: Vietinbank Annual Report 2014) The strategic orientation of the board of directors is to turn Vietinbank into a world-class financial group with a large scale, wide network, operating in many fields in the financial sector, so one of the urgent needs of Vietinbank at this time is to modernize the IT system to be able to gradually support business activities as well as integrate with the environment.
world financial market
3.2. Current status of information technology project management at Vietnam Joint Stock Commercial Bank for Industry and Trade
3.2.1. Overview of information technology project management at Vietnam Joint Stock Commercial Bank for Industry and Trade
3.2.1.1. Information technology project management model at Vietnam Joint Stock Commercial Bank for Industry and Trade
At Vietinbank, the Information Technology Division (IT Center) of Vietinbank is the focal unit in charge of developing and implementing IT projects.





![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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