4. Research object and scope
- Thesis research object: Research on postal and telecommunication services associated with socio-economic development in Hoa Binh province.
- Scope of research: From the perspective of political economic science, the thesis focuses on researching theoretical and practical issues of postal and telecommunications services affecting socio-economic development in Hoa Binh province; research period: from 2007 to present.
5. Methodological basis and research methods
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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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Evaluating customer satisfaction with savings deposit services at National Citizen Commercial Joint Stock Bank NCB Tan Huong Transaction Office - 3
- The methodological basis of the thesis is the worldview and methodology of Marxism-Leninism including dialectical materialism and historical materialism.
- The thesis uses traditional methods of Marxist-Leninist political economy such as scientific abstraction, logical method associated with history, systematization, statistical data collection, investigation, survey, disaggregation, analysis, synthesis, comparison to approach the research object systematically.

- During the research process, to achieve the goal of providing solutions to develop postal and telecommunications services to promote socio-economic development in Hoa Binh province, the author of the thesis plans to collect information using many different methods, specifically:
+ Theoretical approach: search and synthesize theories about service activities in general and postal and telecommunications service activities in particular.
+ Practical approach: collect information on actual postal and telecommunications service activities in Hoa Binh province from 2007 to present through industry and local summary reports to serve the research.
From the collected information, the author will use the methods of synthesis, statistics, analysis, comparison and evaluation to draw conclusions and recommendations.
Propose solutions to improve postal and telecommunications services in the coming time, aiming to promote local socio-economic development.
+ The data source is mainly collected from the Department of Information and Communications of Hoa Binh province. The Department of Statistics of Hoa Binh province and some annual work summary reports of the Provincial People's Committee and some related departments and agencies. In addition, during the working process at Viettel Branch in Hoa Binh province, the author also researched and analyzed the production and business data of the unit as well as of enterprises in the area to serve the research and writing of the thesis.
6. Expected contribution of the thesis
- The thesis contributes to systematizing theoretical issues on postal and telecommunications service activities.
- Based on research, survey, and selective inheritance of relevant documents to serve the research of contents according to the requirements of the thesis. From there, analyze and evaluate the socio-economic factors in Hoa Binh province that have an impact on the development of postal and telecommunication services in the area and the impact of postal and telecommunication services in the area on socio-economic development.
- Identify limitations and pressing issues that need to be resolved, propose key orientations and solutions to promote the development of postal and telecommunications services to promote socio-economic development in Hoa Binh province in the coming time and orientation to 2020.
7. Thesis structure
With the purpose, object, scope and research method already determined, the thesis is expected to be designed into 3 chapters, going from theory to practice, specifically as follows:
Chapter 1. Some theoretical and practical issues on postal and telecommunication services for socio-economic development.
Chapter 2. Current status of postal and telecommunications service development for socio-economic development in Hoa Binh in recent times.
Chapter 3. Main orientations and solutions to enhance the role of postal and telecommunications services in Hoa Binh in the coming time.
Chapter 1 SOME THEORETICAL AND PRACTICAL ISSUES ON POST AND TELECOMMUNICATION SERVICES FOR SOCIO-ECONOMIC DEVELOPMENT
1.1 CONCEPT AND CHARACTERISTICS OF POST AND TELECOMMUNICATIONS SERVICES
1.1.1 Concept of postal and telecommunications services
1.1.1.1 General concept of service
Service is a concept widely used in economic literature.
However, the cradle
The last thing you need is a service
understand as meaning
different
In the Encyclopedia of Mathematics , service is understood; First , as a form of labor.
pedestal
non- production , is the economic-social relationship expressed
income consumption
Second , it is an activity with a definite purpose that exists in the form of effective results .
the benefits of labor. This is the concept
popular of the current economic era
material, cover
core
Market economy in socialism , therefore , has hindered the development of
development of service industries.
Recent views have overcome this
ok
one - sided
office
seal
mentioned above. In the Economic Dictionary Megabook .ru, service is understood as work
work
ok
food
porch
on order but not made
to produce a product
new state of independence. In the Dictionary of Economic Terms , services are forms of
activities, work, which in the process of implementation do not create products
material products have new physical forms , but make existing products more diverse
ok
I
qualitative change. That is the nature of the thing .
supply not under
not in material form, but in active form.
From the above viewpoint , we can see common points in the concepts.
Regarding service , we consider service as a result of a specific purpose .
Lao people
special
Thu ̀
The measurement results are expressed in a tangible or intangible form . In this paper ,
In his work “The Doctrine of Surplus Value ” , C. Marx also used the term
"blessing"
vu"
to express the concept
service. Accordingly , service can be understood as
the effects of concrete labor existing in the form of products
invisible product . Like that.
, service is a special type of labor product,
is the useful result of concrete labor, existing in intangible form .
In a market economy, many types of services have also become
goods . Besides the current goods
thing
, there are still some on the market
intangible goods or services, such as the services of doctors, teachers, lawyers, etc.
The use value of a service is to satisfy a certain need of the person .
buy. To create a service also requires certain labor costs . But
Service people also need people .
ok
Cash income from service activities
Services are not only the products and services that consumers receive, but also the services that they receive. Buying services is no different from spending money to buy any other goods. Therefore, services also have exchange value. The main basis for determining the market price of services is the cost of producing them.
When the productive forces were not yet developed, products in the form of objects such as agricultural products, products of industries, etc. played a direct fundamental role in social life. Therefore, their production was the primary concern of society. With the development of productive forces, the quantity and variety of intangible products gradually increased, not only playing a role in meeting the increasing individual consumption needs of society, but also having an increasingly large impact on industries producing tangible products. Therefore, the growth rate of service activities tended to be proportional to the level of development of social production, and service industries were also formed and continuously expanded under the impact of the social division of labor.
Nowadays, there are many ways to classify services. According to the origin of the product, services are classified by industry and field such as transportation services.
Transportation, communications, trade, health care, education, tourism, banking and finance, state management, etc. According to the socio-economic nature of services in a market economy, we can distinguish between market services and non-market services. Non-market services are services provided free of charge or at prices so low that they do not cover the costs of producing them.
Production, business and services have a close impact on each other. Services are a condition for the development of production and business. The development of reasonable and high-quality services is a manifestation of a developed economy and a civilized society. Due to its great economic and social significance, service activities have become an important economic sector, holding a large position in the economic structure of developed countries.
Services are necessary and inevitable activities arising from the requirements of production and business activities, social management and human life needs. Services produce conditions to serve social activities and human life. Service products are also goods bought and sold on the market. Services are both the cause and the result of production and business activities. The more developed the society is, the more the service production sector tends to develop. In the modern market economy, especially the knowledge economy, in GDP and social labor structure, national economic structure, services are an invisible commodity that accounts for an increasingly high proportion. Services are an endless source of wealth, making the people rich, the country strong, the society fair, democratic and civilized.
1.1.1.2 Concept and types of postal and telecommunications services
Concept of postal and telecommunications services
Postal and telecommunications services include postal services and telecommunications services. Postal services are the postal sector responsible for delivering letters, newspapers, money, and parcels. Postal services were initially services for transmitting information content through means such as envelopes and publications. With the development of the postal sector, postal services have increasingly expanded to include services for delivering postal items, parcels, and goods through means of transport by human power, animals, and other machines, etc.
Telecommunication is the communication with distant places. Telecommunication (from the Greek tele, meaning far, and the Latin communicare, meaning to inform) generally describes all forms of exchanging information over a certain distance without having to physically carry the information (e.g., a letter). Visual signals were used in the 18th century, such as the semaphore, a system of representing letters by placing hands or two flags in a certain position, and the heliograph, a device for transmitting information by reflecting sunlight.
In a narrower sense, telecommunications is now understood as a way of exchanging data through electrical, electronic and other modern technologies. The first telecommunications services in this sense were telegraph and telephone. Today, telecommunications equipment is a basic component of the socio-economic information infrastructure system.
According to the provisions of Article 37 - Decree No. 109/CP, telecommunications services are understood as services of transmitting, storing and providing information in the form of transmitting, transmitting and receiving symbols, signals, data, writing, sounds and images through the public telecommunications network provided by telecommunications service providers.
From the above presentations, it can be affirmed that postal and telecommunications services are the inevitable result arising from the need to produce methods and means of information transmission to serve production and business activities, social management and human life needs. The process of information transmission is not only often associated with the process of production and consumption of products, or between those processes. It is determined by the quantity of time and space of information transmission. The process of information transmission was initially carried out through postal services, but under the impact of research and application of science and technology, telecommunications services have been formed and developed rapidly with many rich and diverse types. Postal and telecommunications services represent the relationship between the subjects providing and receiving information transmission services through the activities of the postal and telecommunications industry.
Types of postal and telecommunications services
First, postal services: Postal services include basic postal services, additional postal services, and public postal services:
Basic postal services are performed by receiving, sending, and delivering postal items and parcels through the public postal network, specialized network, and delivery network. Postal items include letters (except letters carried out by postal service enterprises), postcards, small packages, printed packages, and educational materials for the blind sent through the public postal network. Parcels include packaged goods weighing no more than fifty kilograms (50 kg) sent through the public postal network.
Additional postal services are services provided in addition to basic postal services to meet higher quality requirements of users. The State management agency of post and telecommunications shall prescribe and promulgate a specific list of postal services specified in this article.




![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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