At the same time, the Nagelkerke R Square coefficient = 0.738 shows that 73.8% of the change in the dependent variable is explained by 7 independent variables, the rest is due to other factors.
4.4.2.3. Testing the model's predictive accuracy
The results of the model's prediction level are presented in Table 4.13.
Table 4.13: Forecast level
Observe
Forecast | |||||
RRTD | % accurate forecast | ||||
No credit risk | There is credit risk | ||||
No risk credit | 333 | 7 | 97.9 | ||
Step 1 | RRTD | There is credit risk. use | 11 | 31 | 73.8 |
Total | 95.3 | ||||
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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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Results of Testing Cronbach's Alpha Coefficient of Independent Variable -
Model system to assess the suitability of Vietnam's population-economic development process - 21 -
Building a Research Model of Factors Affecting Agribank's Brand Value -
Parasuraman et al.'s (2008) Compact Servqual Model

(Source: Author's survey results, 2019)
Based on the classification table, it shows that: The number of customers with no real credit risk is 340 (333 + 7) customers, of which the prediction result is 333 customers, showing that the ability to predict customers with no credit risk is 97.9% accurate. For the subjects with real credit risk: 42 customers (31 + 11), the prediction result is: 31 customers, accounting for: 73.8%. From this, it shows that the model has an average prediction level of: 95.3%.
4.4.2.4. Logit regression model results
The results of the multivariate logit analysis are presented in Table 1.
4.14. Effect coefficient assesses the level of influence of factors on the possibility of personal credit risk at Vietinkbank Ba Ria Vung Tau branch.
Table 4.14: Logit regression model results
Independent variable
B | SE | Wald | df | Sig. | Exp(B) | ||
Step 1 a | Sex (X1) | -1,541 | 0.601 | 6,584 | 1 | 0.010 | 0.214 |
Age (X2) | 1,102 | 0.363 | 9,230 | 1 | 0.002 | 3,010 | |
Honnhan (X3) | -3,022 | 0.994 | 9,237 | 1 | 0.002 | 0.049 | |
Tvphuthuoc (X4) | 1,044 | 0.415 | 6,327 | 1 | 0.012 | 2,840 | |
Technology (X5) | -0.151 | 0.707 | 0.046 | 1 | 0.831 | 0.860 | |
TGoDCHT (X6) | 0.364 | 0.227 | 2,579 | 1 | 0.108 | 1,439 | |
Vitrivieclam (X7) | 1,142 | 0.447 | 6,519 | 1 | 0.011 | 3,134 | |
Thuhap (X8) | -3,180 | 0.583 | 29,727 | 1 | 0.000 | 0.042 | |
Tinhtrangnhao (X9) | 1,355 | 0.374 | 13,109 | 1 | 0.000 | 3,877 | |
Transfer (X10) | 0.130 | 0.377 | 0.119 | 1 | 0.730 | 1,139 | |
Constant | -2,947 | 2,380 | 1,534 | 1 | 0.215 | 0.052 |
(Source: Author's survey results, 2019)
Looking at Table 4.14, we see that the sig. of the independent variables occupation (sig. = 0.831), time at current address (sig. = 0.108), and professional competence (sig. = 0.730) are all greater than 5%, so the relationship between changes in occupation, professional competence, time at current address, and credit risk of individual customers is not statistically significant.
The Sig. values of the variables gender (sig. = 0.010); age (sig. = 0.002); marriage (sig. = 0.002); number of dependents (sig. = 0.012); job position (sig. = 0.011); income (sig. = 0.000), housing status (sig. = 0.000) < 0.05 (5%). Therefore, the relationship between the remaining independent variables and the individual customer credit risk variable is statistically significant with a general confidence level of 95%.
4.4.2.5. Discussion of regression results
With a significance level of 5%, the regression coefficients of the variables gender (X1); age (X2); marriage (X3); number of dependents (X4); job position (X7); income (X8),
Housing status (X9) is statistically significant, in other words, the above factors affect the credit risk of individual customers at Vietinbank Ba Ria Vung Tau branch.
The model is defined as:
Ln(Pi/1-Pi) = -2.947 -1.541*X1 + 1.102*X2 -3.022*X3 + 1.044*X4 + 1.142*X7 –3.180*X8 + 1.355*X9 (1)
In table 4.14, it is shown that, using the results of the regression coefficient column (B) and the Exp(B)=eB column, the thesis will form a probability change scenario when the initial probability is 10%, 20%, 30%, 40% and 50% respectively.
Let P 0 : Initial probability
P 1 : Probability of change. P 1 is calculated by the following formula:
𝑃0∗ 𝑒
P 1 =
1−𝑃0 (1− 𝑒 𝛽 )
Table 4.14: Simulation results of individual customer credit risk probability
Dependent variable Credit risk (Y=1)
Regression coefficient | Exp(B) coefficient | Simulate the probability of Credit Risk when the independent variable changes by 1 unit and the initial probability is: | |||||
10% | 20% | 30% | 40% | 50% | |||
Independent variable | |||||||
sex | -1.541 | 6,584 | 42.2% | 62.2% | 73.8% | 81.4% | 86.8% |
age | 1.102 | 9,230 | 50.6% | 69.8% | 79.8% | 86.0% | 90.2% |
kiss | -3.022 | 9,237 | 50.7% | 69.8% | 79.8% | 86.0% | 90.2% |
TVphuthuoc | 1,044 | 6,327 | 41.3% | 61.3% | 73.1% | 80.8% | 86.4% |
vitrivieclam | 1,142 | 6,519 | 42.0% | 62.0% | 73.6% | 81.3% | 86.7% |
elastic | -3.180 | 29,727 | 76.8% | 88.1% | 92.7% | 95.2% | 96.7% |
Tinhtrangnhao | 1,355 | 13,109 | 59.3% | 76.6% | 84.9% | 89.7% | 92.9% |
(Source: Author's survey results, 2019)
Explain the impact of factors:
The variable “Customer gender (X1)” has a coefficient of X1 = -1.541, statistically significant at the 5% level, negatively correlated with individual customer credit risk. This variable has the fifth strongest impact on individual credit risk in the regression model. Suppose the initial probability of individual customer credit risk is 10%. When other factors remain unchanged, if the customer is female, the credit risk of this customer is 32.2%. The results show that the Female group, coded as 0, has a higher level of credit risk than the Male group, coded as 1. This result is consistent with the study of Marjo Hörkkö (2010) when testing the impact of individual customers on credit risk at commercial banks in Finland.
The variable “Customer age (X2)” has a coefficient of X2 = 1.102, statistically significant at the 5% level, and is positively correlated with individual customer credit risk. This variable has the fourth strongest impact on individual credit risk in the regression model. Suppose the initial probability of individual customer credit risk is 10%. When other factors remain unchanged, if the customer’s age increases by 1 unit, the credit risk of this customer is 40.6%. This result shows that as the customer’s age increases, the customer’s credit risk also increases.
The variable “Marital status (X3)” has a coefficient of X3 = -3.022, statistically significant at the 5% level, negatively correlated with individual customer credit risk. This variable has the third strongest impact on individual credit risk in the regression model. Suppose the initial probability of individual customer credit risk is 10%. When other factors remain unchanged, if the customer is married, the credit risk of this customer is 40.7%. The results show that the single group, coded as 0, has a higher level of credit risk than the married group, coded as 1. This result is consistent with the research of Marjo Hörkkö (2010), Li Shuai et al (2013).
The variable “Number of dependent members (X4)” has a coefficient of X4 = 1.044, statistically significant at the 5% level, in the same direction as individual customer credit risk. This variable has the lowest impact on individual credit risk in the regression model.
Assuming the initial credit risk probability of an individual customer is 10%. When other factors remain unchanged, if the number of dependents in the family increases, the credit risk of this customer is 31.3%. The results show that the more dependents an individual has, the higher their personal credit risk will be. In addition to personal expenses, expenses for dependents are also an amount that must be taken into account when evaluating a borrower. The number of dependents directly affects the customer's income to repay the loan; the more dependents there are, the greater the expenses for dependents, leading to a decrease in the customer's income, affecting the customer's ability to repay the loan. The author's research results are also consistent with the research results of Marjo Hörkkö (2010), John M. C (1940), Truong D. Loc & Nguyen T. Tuyet (2011).
The variable “Job position (X7)” has a coefficient of X7 = 1.142, statistically significant at the 5% level, and is positively correlated with individual customer credit risk. This variable has the sixth strongest impact on individual credit risk in the regression model. Assuming the initial probability of individual customer credit risk is 10%. When other factors remain unchanged, if the customer is a business owner and manager, the credit risk of this customer is 32.0%. The results show that the position group of Business Owners and Managers has a lower credit risk than the groups of trained workers and other groups. It can be seen that, with job positions that tend to be manual labor, the level of risk will increase. This influence has been demonstrated in the study of Marjo Hörkkö (2010) conducted at commercial banks in Finland.
The variable “Financial capacity (X8)” has a coefficient X8 = –3.180, statistically significant at the 5% level, negatively correlated with individual customer credit risk. This variable has the strongest impact on individual credit risk in the regression model. Suppose the initial probability of personal customer credit risk is 10%. When other factors remain unchanged, if the customer's financial capacity can increase by 1 unit, the credit risk of this customer is 66.8%. Financial capacity is shown through
As the customer's income increases, the level of credit risk will decrease accordingly. The customer's income is the main source of debt. The customer's income is influenced by their working time and occupation. The higher the customer's income, the better the loan security, the higher the ability to repay the loan. Thus, the test results in the author's model coincide with the previously published research results of the authors (Roszbach, 2004); Agarwal et al. (2009); Hörkkö (2010).
The variable “Housing status (X9)” has a coefficient of X3 = 1.355, statistically significant at the 5% level, and is positively correlated with individual customer credit risk. This variable has the second strongest impact on individual credit risk in the regression model. Assuming the initial probability of individual customer credit risk is 10%. When other factors remain unchanged, if a customer has his own house, his credit risk is 49.3%. The group of people who own their own house has the highest level of credit safety, while the group who rents a house shows the highest level of risk. Banks often rely on collateral to ensure the safety of their loans, so the customer's home ownership is also an important factor in the bank's loan approval process. A customer who owns a house is considered more likely to repay the loan than one who does not own a house. This has been mentioned in the study on individual customer characteristics by Agarwal et al. (2009).
CHAPTER 4 SUMMARY
Chapter 4 presents the results of the analysis of the current situation of personal credit at the Branch in the period from 2015 to 2018, in which, it reflects the problem of bad debt status among individual customers at the Branch in this period. Chapter 4 also presents the results of the analysis of survey data for 382 customers using the personal credit services of the Branch at the present time, in which the survey content on customer characteristics is the key issue that the study exploits, in order to analyze the factors that affect the credit risk of customers. The research results show that gender (X1); age (X2); marriage (X3); number of dependents (X4); job position (X7); income (X8), housing status (X9) affect the credit risk of individual customers at Vietinbank Ba Ria Vung Tau branch.
CHAPTER 5: CONCLUSION AND RECOMMENDATIONS
5.1. Conclusion
Personal credit contributes to the circulation of capital in society, moving capital from low-efficiency areas to high-efficiency areas, from surplus areas to shortage areas to meet the capital needs for business or consumption of individuals/households. Commercial banks are increasingly showing interest in developing personal credit services, including developing the number of services, the number of customers, as well as the value of loans. However, the issue of personal credit risk has also increased recently. Therefore, determining which factors affect the risk level of these loans is necessary for banks to be proactive in minimizing credit risks for individual customers, which are very diverse in terms of subjects and have many potential risks when the issue of managing individual customers is still complicated, from information management to legal issues related to measures to resolve bad debts.
Vietnam Joint Stock Commercial Bank for Industry and Trade - Ba Ria Vung Tau Branch, as well as other banks in the NTHM system, have focused on developing personal credit services in recent years, and have also made important strides in providing services. Vietinbank Ba Ria Vung Tau Branch has seized the opportunity, seen the opportunity and fully utilized the above advantages to achieve encouraging results. Personal lending activities have always played a leading role in the Bank's credit activities and have grown with outstanding loans increasing continuously over the years and attracting a large number of customers to transact. At the same time, the development of personal lending activities has contributed to the overall development of the branch as well as the success of the entire VietinBank Vietnam system.
The personal credit products of VietinBank Ba Ria Vung Tau branch have satisfied most of the needs of customers in the area, especially the loan products for "buying houses", "production and business", "repairing houses", "consumer loans".

![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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