4.4.1 Model fit testing
Adjusted R2 = 0.675 means that 8 independent variables explain 67.5% of job satisfaction of Vietcombank employees in Ho Chi Minh City area .
Table 4.10: ANOVA table - model fit
Model
Total average direction | df | Medium square | F | Sig. | ||
1 | Regression | 152,459 | 8 | 19,057 | 58,646 | 0.000 a |
Remainder | 69,541 | 214 | 0.325 | |||
Total | 222,000 | 222 |
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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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a. Independent: (constant), BC, DK, L_T, LD, PL, DN, DG, TT
b. Dependent: TM
The F-test used in the analysis of variance is a hypothesis test about the suitability of the overall linear regression model. The idea of this test is about the linear relationship between the dependent variable and the independent variables. In the ANOVA analysis table, we see that the sig. value is very small (sig. = 0.000), so the regression model fits the data set and can be used.
Table 4.11: Regression results
Unstandardized coefficient | Standard coefficient chemical | t | Sig. | Multicollinearity statistics line | |||
B | Standard error | Beta | Tolerance | VIF | |||
-2.075E-16 | .038 | .000 | 1,000 | ||||
TT | .268 | .038 | .268 | 7.009 | .000 | 1,000 | 1,000 |
DG | .376 | .038 | .376 | 9,839 | .000 | 1,000 | 1,000 |
DN | .308 | .038 | .308 | 8,046 | .000 | 1,000 | 1,000 |
PL | .324 | .038 | .324 | 8,478 | .000 | 1,000 | 1,000 |
LD | .285 | .038 | .285 | 7,442 | .000 | 1,000 | 1,000 |
LT | .369 | .038 | .369 | 9,653 | .000 | 1,000 | 1,000 |
DK | .141 | .038 | .141 | 3,695 | .000 | 1,000 | 1,000 |
BC | .189 | .038 | .189 | 4,942 | .000 | 1,000 | 1,000 |
a. Dependent variable: TM
In result 4.11, if sig. < 0.1 equivalent to 90% confidence and |t| > 2 then that factor is accepted, meaning it has an impact on the satisfaction trend. The regression results show that all 8 factors satisfy the condition. The regression coefficients all have positive signs showing that the factors in the regression model have a proportional impact on employee satisfaction.
4.4.2. Testing for multicollinearity
Based on the VIF value <10 (Table 4.11) , the independent variables do not have multicollinearity problems.
4.4.3 Test the linear relationship between the dependent variable and the independent variable.
The assumption to be tested is the assumption of linear relationship. The method used is a Scatterplot with the Standardized residual value on the vertical axis and the Standardized predicted value on the horizontal axis. Looking at the graph of Figure 4.1, we see that the residuals are randomly scattered in a region around the line passing through the zero coordinate without forming any shape. That means the hypothesis of linear relationship is not violated.

Figure 4.1: Scatterplot
4.4.4. Test for constant error variance
To perform this test, we will use the Spearman rank correlation test of the absolute values of the residuals and the independent variables.
The test results show that the Sig. values of all variables are greater than 0.05, so we cannot reject the hypothesis H 0 : the correlation coefficient of the population is equal to
0. Thus, the hypothesis of heteroscedasticity of the errors is rejected, i.e. the assumption
The variance of the error term is not violated.
Table 4.12: Spearman rank correlation coefficient test table
ABSE | Salary | Ladder | colleague | Chat board | Reply | Blade | Conditions | Notable | ||
ABSE | Correlation Coefficient | 1,000 | -.016 | .013 | .020 | .036 | -.067 | .105 | .023 | .079 |
Sig. (2-tailed) | . | .815 | .852 | .772 | .589 | .321 | .118 | .735 | .240 | |
N | 223 | 223 | 223 | 223 | 223 | 223 | 223 | 223 | 223 |
4.4.5 Test for normal distribution of residuals
Assume normal distribution and residuals. Use histograms (PP plots) of the (standardized) residuals to test this assumption.

Figure 4.2: Histogram frequency graph

Figure 4.3: PP plot frequency graph
The results from the Histogam plot of the residuals from Figure 4.3 show that the distribution of the residuals is approximately normal (mean = 0, standard deviation Std.Dev = 0.982 is close to 1). This means that the assumption of normal distribution of the residuals is not violated.
The results from the PP Plot frequency chart from Figure 4.3 show that the observation points are not scattered too far from the expected straight line, so we can conclude that the assumption of normal distribution is not violated.
4.4.6 Testing the independence of residuals
Assumption of independence of errors (no correlation between residuals). We use the Durbin-Watson statistic (d) to test. According to the results of the second regression table, the value d=1.789 is in the range of 1.5 - 2.5. This means that d falls into the region accepting the hypothesis of no first-order serial correlation with each other. Therefore, the assumption of no correlation between residuals in the multivariate regression model is not violated.
4.4.7 Impact of factors on satisfaction
Table 4.13. Impact assessment
Standardization factor | Impact (%) | |
Promotion opportunities | 0.27 | 11.86 |
Job Evaluation | 0.38 | 16.65 |
Colleague Relationship | 0.31 | 13.61 |
Benefits | 0.32 | 14.34 |
Leader | 0.28 | 12.59 |
Salary and bonus | 0.37 | 16.33 |
Working conditions | 0.14 | 6.25 |
Nature of work | 0.19 | 8.36 |
Among the factors affecting the level of job satisfaction, the factors "job evaluation" and salary have the strongest impact (accounting for over 16%). The factor "benefits" affects about 14.34% of the change in the level of job satisfaction of bank employees. Next are the factors "colleague relationships", "leadership" and "promotion opportunities" affecting the change in the level of job satisfaction of bank employees from 11.86% to 13.61%. "Nature of work" and "conditions"
"Working conditions" are two factors that have low impact on changes in job satisfaction levels of bank employees (from 6.25% to 8.36%).
4.5 Testing hypotheses in the model:
Table 4.14: Summary of results of tested hypotheses
Symbol
Hypothesis | After inspection | |
H1 | The more satisfied employees are with the bank's salary and bonus system, the more satisfied they are with their jobs. | Accept |
H2 | The more satisfied employees are with training and advancement opportunities, the more satisfied they are with their jobs. | Accept |
H3 | The more satisfied employees are with their coworkers, the more satisfied they are with their jobs. | Accept |
H4 | The more satisfied employees are with their working conditions at the bank, the more satisfied they are with their jobs. | Accept |
H5 | The more satisfied employees are with the nature of their jobs, the more satisfied they are with their jobs. | Accept |
H6 | The more satisfied employees are with their bank benefits, the more satisfied they are with their jobs. | Accept |
H7 | The more satisfied employees are with their leaders, the more satisfied they are with their jobs. | Accept |
H8 | The higher the employee's job performance rating, the more satisfied he or she is with his or her job. | Accept |
The initial research model has 8 hypotheses to be tested: H1, H2, H3, H4, H5, H6, H7, H8. All 8 hypotheses suggest a positive relationship between the factors and "General satisfaction". The results after running factor analysis still have 8 accepted factors, however, some variables have been removed from the initial factors because they do not meet the conditions. At this time, the hypothesis is adjusted to 8 new hypotheses to be tested: H1, H2, H3, H4, H5, H6, H7, H8. After testing the multivariate regression, based on the Sig value in the " coefficient " table, with a confidence level of 90%, there are 8 variables remaining corresponding to eight qualified hypotheses with positive values.
4.6 Testing for differences in employee groups based on individual characteristics
Factors affecting job satisfaction of Bank employees will be tested for differences between attributes to satisfaction level.
4.6.1 Gender:
The results of testing the difference in employee satisfaction with a significance level of 10% are shown in the table (Appendix 6) . Thus, the satisfaction level of employees in the Bank does not differ by gender. That is, between male and female employees, the level of job satisfaction is only considered in other aspects.
4.6.2 Marital status
The test results with a significance level of 10% show that marital status affects the assessment of employee satisfaction in the following aspects: job satisfaction, job nature and job evaluation (Appendix 7) . Married people have higher satisfaction levels than unmarried people in all three aspects (Table 4.13). Thus, married people often want a more stable life, which shows that married people are more satisfied with their current jobs than unmarried people.
Table 4.15: Statistical table describing satisfaction level by marital status
Marriage
N | Medium | Standard deviation | Average error | ||
Overall satisfaction | Married | 147 | 3,7704 | 0.63806 | 0.05263 |
Unmarried | 76 | 3,6151 | 0.66763 | 0.07658 | |
Salary and bonus | Married | 147 | 3.6825 | 0.62827 | 0.05182 |
Unmarried | 76 | 3,6228 | 0.65170 | 0.07476 | |
Promotion | Married | 147 | 3.5551 | 0.69274 | 0.05714 |
Unmarried | 76 | 3,4158 | 0.83890 | 0.09623 | |
Colleague | Married | 147 | 3,7789 | 0.63739 | 0.05257 |
Unmarried | 76 | 3,8322 | 0.62635 | 0.07185 | |
Nature of work | Married | 147 | 3,6599 | 0.56465 | 0.04657 |
Unmarried | 76 | 3,4430 | 0.59476 | 0.06822 | |
Benefits | Married | 147 | 4,0782 | 0.63354 | 0.05225 |
Unmarried | 76 | 4,1546 | 0.53536 | 0.06141 | |
Leader | Married | 147 | 3.6735 | 0.57055 | 0.04706 |
Unmarried | 76 | 3,6184 | 0.62838 | 0.07208 | |
Condition | Married | 147 | 3,7959 | 0.57265 | 0.04723 |
Unmarried | 76 | 3,7730 | 0.59467 | 0.06821 | |
Job Evaluation | Married | 147 | 3,4626 | 0.64926 | 0.05355 |
Unmarried | 76 | 3,2961 | 0.71147 | 0.08161 |
(Source: author's processing)
4.6.3 Age
Test of Homogeneity of Variances: means to check if there is a difference in variance between groups. According to the results, the significance level is chosen as 10%. We see that Sig in the Test of Homogeneity of Variances Table of 4 variables "General satisfaction", "leadership", "conditions" and "job evaluation" are all small.





![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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