The effectiveness of marketing communication activities for the program "An gia lap nghiep" for individual customers at Vietnam Joint Stock Commercial Bank for Investment and Development - Thua Thien Hue branch

Age * Would you like to participate Crosstabulation

Count


		Would you like to join?		Total
		Yes	No	Total
Age	< 25	2	3	5
	25 - 35	14	21	35
	36 - 45	17	33	50
	46 - 55	13	13	26
	>55	2	1	3
Total		48	71	119

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Level * Would you like to participate Crosstabulation

Count


		Would you like to join?		Total
		Yes	No	Total
Profession	General education	3	13	16
	Medium	6	7	13
	College	13	26	39
	University	16	23	39
	After college	10	2	12
Total		48	71	119

Career * Interested in participating Crosstabulation

Count


		Would you like to join?		Total
		Yes	No	Total
Career	General labor	1	3	4
	Staff	20	31	51
	Business	26	37	63
	Other	1	0	1
Total		48	71	119

Average Monthly Income * Interested in participating Crosstabulation

Count


		Would you like to join?		Total
		Yes	No	Total
Average monthly income	< 4 million	4	8	12
Average monthly income	4 - 7 million	11	40	51
	7 - 10 million	19	19	38
	> 10 million	14	4	18
Total		48	71	119

4.4. Characteristics of groups participating and not participating in the "An gia lap nghiep" program

Trading Time * Does it participate in the program Crosstabulation

Count


		Are you joining the program?		Total
		Yes	No	Total
Transaction time	< 1 year	1	2	3
Transaction time	1 - 3 male	9	10	19
	3 - 5 men	7	13	20
	> 5 years old	2	4	6
Total		19	29	48

Gender * Are you participating in the program Crosstabulation

Count


		Are you joining the program?		Total
		Yes	No	Total
sex	Male	15	20	35
	Woman	4	9	13
Total		19	29	48

Age * Are you participating in the program Crosstabulation

Count


		Are you joining the program?		Total
		Yes	No	Total
Age	< 25	0	2	2
	25 - 35	5	9	14
	36 - 45	9	8	17
	46 - 55	5	8	13
	>55	0	2	2
Total		19	29	48

Level * Are you participating in the program Crosstabulation

Count


		Are you joining the program?		Total
		Yes	No	Total
Profession	General education	2	1	3
	Medium	1	5	6
	College	5	8	13
	University	6	10	16
	After college	5	5	10
Total		19	29	48

Career * Participate in the program Crosstabulation

Count


		Are you joining the program?		Total
		Yes	No	Total
Career	General labor	1	0	1
	Staff	6	14	20
	Business	12	14	26
	Other	0	1	1
Total		19	29	48

Average monthly income * Participated in the program Crosstabulation

Count


		Are you joining the program?		Total
		Yes	No	Total
Average monthly income	< 4 million	1	3	4
Average monthly income	4 - 7 million	2	9	11
	7 - 10 million	6	13	19
	> 10 million	10	4	14
Total		19	29	48

5. Descriptive statistics of the reasons that attract customers' attention to the program "An gia lap nghiep"

Statistics

Attractive message	Illustration of gay thien cam	Signs, posters,... are placed in noticeable places.	Enthusiastic sales consultant	Change your mind
N	Valid	170	170	170	170	170
	Missing	26	26	26	26	26
Mean		3.3588	3.2824	3.4824	3.2941	3.3647

Attractive message

Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Totally disagree	1	.5	.6	.6
	Disagree	32	16.3	18.8	19.4
	Central	43	21.9	25.3	44.7
	Agree	93	47.4	54.7	99.4
	Totally agree	1	.5	.6	100.0
	Total	170	86.7	100.0
Missing	System	26	13.3
Total		196	100.0

Illustration of gay thien cam

Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Totally disagree	1	.5	.6	.6
	Disagree	30	15.3	17.6	18.2
	Central	62	31.6	36.5	54.7
	Agree	74	37.8	43.5	98.2
	Totally agree	3	1.5	1.8	100.0
	Total	170	86.7	100.0
Missing	System	26	13.3
Total		196	100.0

Signs, posters,... are placed in noticeable places.

Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Disagree	26	13.3	15.3	15.3
	Central	40	20.4	23.5	38.8
	Agree	100	51.0	58.8	97.6
	Totally agree	4	2.0	2.4	100.0
	Total	170	86.7	100.0
Missing	System	26	13.3
Total		196	100.0

Enthusiastic sales consultant

Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Disagree	28	14.3	16.5	16.5
	Central	67	34.2	39.4	55.9
	Agree	72	36.7	42.4	98.2
	Totally agree	3	1.5	1.8	100.0
	Total	170	86.7	100.0
Missing	System	26	13.3
Total		196	100.0

Change your mind

Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Totally disagree	1	.5	.6	.6
	Disagree	29	14.8	17.1	17.6
	Central	53	27.0	31.2	48.8
	Agree	81	41.3	47.6	96.5
	Totally agree	6	3.1	3.5	100.0
	Total	170	86.7	100.0
Missing	System	26	13.3
Total		196	100.0

6. Statistics describing customers' interest in the program "An gia lap nghiep"

Statistics

Follow on radio, television	Find out the big picture, billboard,...	Search the internet	Bank staff association	Consult your friends
N	Valid	119	119	119	119	119
	Missing	77	77	77	77	77
Mean		2.5210	3.0672	3.6303	3.2857	2.9160

Follow on radio, television

Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Totally disagree	2	1.0	1.7	1.7
	Disagree	83	42.3	69.7	71.4
	Central	4	2.0	3.4	74.8
	Agree	30	15.3	25.2	100.0
	Total	119	60.7	100.0
Missing	System	77	39.3
Total		196	100.0

Find out the big picture, billboard,...

Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Disagree	55	28.1	46.2	46.2
	Central	1	.5	.8	47.1
	Agree	63	32.1	52.9	100.0
	Total	119	60.7	100.0
Missing	System	77	39.3
Total		196	100.0

Search the internet

Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Disagree	19	9.7	16.0	16.0
	Central	8	4.1	6.7	22.7
	Agree	90	45.9	75.6	98.3
	Totally agree	2	1.0	1.7	100.0
	Total	119	60.7	100.0
Missing	System	77	39.3
Total		196	100.0

Bank staff association

Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Totally disagree	1	.5	.8	.8
	Disagree	39	19.9	32.8	33.6
	Central	7	3.6	5.9	39.5
	Agree	69	35.2	58.0	97.5
	Totally agree	3	1.5	2.5	100.0
	Total	119	60.7	100.0
Missing	System	77	39.3
Total		196	100.0

Consult your friends

Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Totally disagree	2	1.0	1.7	1.7
	Disagree	56	28.6	47.1	48.7
	Central	16	8.2	13.4	62.2
	Agree	40	20.4	33.6	95.8
	Totally agree	5	2.6	4.2	100.0
	Total	119	60.7	100.0
Missing	System	77	39.3
Total		196	100.0

7. Statistics describing customers' desire to participate in the "An gia lap nghiep" program

Statistics

Bank staff meeting	Ask for advice from relatives	Consider whether participation is necessary.	Consider the possibility of returning the original	Find out about other bank programs
N	Valid	48	48	48	48	48
	Missing	148	148	148	148	148
Mean		3.7708	4.0000	3.8125	4.3542	4.6042

Bank staff meeting

Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Disagree	4	2.0	8.3	8.3
	Central	5	2.6	10.4	18.8
	Agree	37	18.9	77.1	95.8
	Totally agree	2	1.0	4.2	100.0
	Total	48	24.5	100.0
Missing	System	148	75.5
Total		196	100.0