The conditional copula method (using only copula-Student) is used to estimate the VaR of a portfolio constructed from the returns of two stocks REE and SAM with equal weights. The post-test results show that the VaR estimation result using the GARCH-copula-T method is superior to the two Riskmetric methods and the unbiased estimation method.
Recently, in the article “Multidimensional copula and its application in risk measurement”, the authors Tran Trong Nguyen and Nguyen Thu Thuy ([17]) applied the conditional copula method (with 2 types of copula-Gauss and copula-T) to calculate the VaR of a portfolio of 4 stocks FPT, STB, REE, SAM with equal weights. The post-test results showed that the GARCH-copula-T model is more suitable than the GARCH-copula-Gauss model. However, in this study, the authors have not compared the GARCH-copula method with other methods.
Thus, in Vietnam, there have been initial studies approaching EVT and the copula method to measure risk. However, these are still quite new approaches in quantitative risk management research in the Vietnamese financial market. According to these approaches, we can continue to research the Vietnamese financial market from many perspectives:
- First , we need to conduct additional empirical analysis of other copulas and rely on testing criteria to select the copula that fits the actual data better. If possible, we should add more synthetic copulas to better describe the dependence structure of the series because in reality, systemic risk can be of many types.
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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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- Second , we need to consider the time variation of the copula over the entire cycle of the sample, that is, to study dynamic copula models. This variation is usually studied in two forms: The first form is that over the entire cycle we consider a family of copulas but the parameters of the copula vary, and therefore we need to choose equations to describe the time variation of the parameters of this copula; The second form is that over different stages of the entire cycle, we use different copulas.
- Third, we can approach the methods: Copula-Vine method, factor copula,.. to build more multidimensional copula families, to better describe the dependency structure of many assets.
- Fourth, measure the dependence of extreme values of assets, that is, measure the dependence of assets when the market fluctuates abnormally. At the same time, we need to study EVT for multi-dimensional cases, to describe simultaneous extreme events for multi-asset portfolios.
- Fifth, study the optimal investment portfolio based on risk measures VaR and ES.
Furthermore, applied studies of the ES model for multi-asset portfolios are almost non-existent in the Vietnamese stock market, so studying this model to predict portfolio losses in bad market conditions is necessary.
Through that, we can see that in the trend of world integration, in Vietnam, there have been initial studies on quantitative risk management with different approaches, but they are still very limited in both theoretical and empirical aspects. The thesis will study some risk measurement models in the Vietnamese stock market with new approaches to hope to have better results in risk management in the Vietnamese stock market.
In the next part, we will focus on studying in more detail some risk measurement models: GARCH model, CAPM model, VaR model, ES model. While studying these risk measurement models, we often use directly with the return series of assets or the return of portfolios for research. We
have yield of assets
r P t P t 1 , where
t
P t 1
P t , P t 1
is the price of the asset at time t, t-
1. So at time t-1 then
P t 1
known, so to measure the risk of an asset we need
risk assessment of yield
r t . When the yield calculation period is short (trading days), the profit
The yield is quite small, so people often approximate the asset yield by the logarithm of the yield.
( r ln P t ); with the logarithmic yield calculation, the advantage is that it can be linearized
t P
t 1
especially when calculating for multiple cycles.
1.3. Some risk measurement models
1.3.1. Volatility measurement model
Univariate GARCH model
Suppose we consider a yield series r t has the condition: r t/ t 1 , with
r t log( P t/ P t 1 ) ,
and t − 1 is the information set related to r t
obtained up to time t -1.
The ARMA(m,n) model describes the average return ([9, p.675]) and the GARCH(p,q) model describes the variance ([9, p.688-689]).
Average equation
r t t u t ,
mn
t 0 i r t i i u t i
(1.5)
i 1 i 1
Variance equation
u t t t , t
are independent random variables with the same distribution,
pq
2 u 2 2
(1.6)
t 0
i 1
it ist ss 1
0 0; 1 ,..., p 0; 1 ,..., q 0 ;
max( p , q ) i 1
( i i ) 1 .
If p>q then
s 0 for s>q , if p<q then i 0 for i>p .
We have a graph illustrating the series with variable error variance as shown in Figure 1.3. On the graph in Figure 1.3, we see that there are periods when the yield series of the VNINDEX index fluctuates greatly and has a high concentration level, however, there are periods when the VNINDEX yield series fluctuates with a smaller amplitude. Based on the characteristics of the yield series
The VNINDEX index helps us identify that this is a series with variable variance.
The new univariate GARCH model only models and measures the conditional variance for each return series.
.08
.06
.04
.02
.00
-.02
-.04
-.06


250 500 750 1000 1250
RVNINDEX
Figure 1.3. VNINDEX index yield series graph
(Source: author draws from aggregated data of VNINDEX yield series ([50]))
But when studying issues such as portfolio risk, optimal portfolio selection, etc., we need to analyze the dependence of return series on each other. This is a very important issue in economic research, the multivariate GARCH model gives us an approach to solve the above problem.
Multivariate GARCH model
Generalized multivariate GARCH model
Consider the yield vector: r t ( r 1 t , r 2 t ,..., r Nt ) ' , where r it is the yield of the i-th asset at
time t ,
r it log( Pi , t / Pi , t 1 ) . The multivariate GARCH model has the form ([30, p. 6] ) :
in there:
is the parameter vector,
1

t
r t t ( ) u t , u t H 2 ( ) z t , (1.7)
t ( )
is the average of r t
corresponding to parameter ,
H t ( ) is the variance matrix of r t
corresponding to parameter ,
z t - are independent random variables with the same probability distribution,
Var ( z t ) I N .
E ( z t ) 0 and
We have the variance matrix ([30, p. 6]):
1 1
V ar( r t | t 1 ) V ar( u t | t 1 ) H 2 V ar( z t | t 1 )( H 2 ) ' H t , (1.8)
tt
t 1 is the information available up to time t-1.
Depending on the specific analysis of the matrix
H t ( )
we have models
Specific multivariate GARCH ([30]): VEC model, BEKK model, DCC model,…
Model estimation: To estimate a univariate GARCH model or a multivariate GARCH model, we often use the following methods: Maximum Likelihood (ML) method, Quasi-maximum likelihood (QML) method ([9], [30]).
Model testing: When applying the model, we must test the model's suitability with a number of testing procedures ([9], [30]): Stationarity testing, autocorrelation testing, distribution type testing, etc.
1.3.2. CAPM model
The CAPM model describes the relationship between risk and expected return ([3, p. 214]):
in there:
E ( r i ) r f r i is the return on asset i. r f is the risk-free rate.
i E ( r M r f )
, (1.9)
r M is the return on the market portfolio.
Beta is a measure of the volatility or systematic risk of a security or portfolio relative to the market as a whole. The beta of an asset (or portfolio) provides information that helps us determine the riskiness of the asset, determine the risk premium of the asset, and other
information for the fair pricing of risky assets; beta is typically estimated using a linear regression model.
When applying the CAPM model, we also need assumptions ([3]): assumptions about investors, assumptions about the market and assets in the market. Up to now, there are still many controversies about the practical applicability of CAPM, however, the CAPM model still creates a turning point in the research and analysis of financial markets.
1.3.3. VaR model
The risk value of an asset portfolio represents the level of loss that can occur to the portfolio or asset in a period k (time unit) with a confidence level of (1- α)100%, denoted as VaR ( k , ).) , and is defined as follows ([3, p. 188]):
P ( X
VaR ( k , ))
(1.10)
where X is the k-period profit-loss function of the portfolio, 0 1 .
Thus, if the investor holds the portfolio after k periods, with confidence (1 ) 100%, the probability of losing an amount will be equal to | VaR ( k , ) | under normal market conditions.
VaR model is one of the models to measure the market risk of assets and portfolios. Using VaR model to measure and warn early about the loss in value of the portfolio when the price of each asset in the portfolio fluctuates; it helps investors estimate the level of loss and implement risk hedging.
As we know, the VaR model is quite popular in managing market risk and credit risk of portfolios. However, VaR does not satisfy property 2 of strict risk measurement ([4], [33]) (it only satisfies when the portfolio has a normal distribution), so the diversification rule in investment is broken. We have a new approach in measuring portfolio risk through the use of the Expected Loss measure.
1.3.4. ES Model
After calculating the VaR of the portfolio, we are interested in cases where the actual loss of the portfolio exceeds the VaR threshold and calculate the average (expected) of
these loss levels ([4], [33]). We have the following concept:
The expected loss of the portfolio with confidence level (1- α)100%, denoted by ES(α), is the conditional expectation ([4, p. 7]):
ES ( ) ES E ( X / X VaR ( )) . (1.11)
VaR(95%
5%
ES(95%)
Thanks to some superior properties over VaR, the use of ES risk measure represents a more complete risk measurement than using VaR. We have a graph illustrating the VaR and ES values of asset returns in Figure 1.4. Thus, when we have information about the probability distribution of asset returns, we can determine VaR and ES. Moreover, the VaR and ES values will depend on the left tail (describing the loss) of the probability density function of asset returns.
Figure 1.4. VaR and ES values of asset returns
(Source: The author of the thesis refers to [3, p.190])
F
N
VaR(95%)
VaR(95%)
Figure 1.5. VaR values of normal distribution and thick tail distribution
(Source: Author's drawing to illustrate normal distribution and thick-tailed distribution)
In Figure 1.5, we have the density function graph of the normal distribution (N) and the density function graph of the distribution with a thicker tail (F) than the normal distribution. Thus, with the same 95% confidence level, the VaR value (95%) (in terms of magnitude) corresponding to the normal distribution will be smaller than the VaR value (95%) corresponding to the distribution with a thicker tail.
Furthermore, the ES measure has several properties ([4], [33]):
ES is a measure of the portfolio's coherent risk.
Any other rigorous risk measure g(X) of the portfolio can be expressed as a convex combination of ES and ES g(X).
Thus, the determination and calculation of ES of a portfolio has both replaced VaR in the role of a more complete risk measurement and shown that this is a superior risk measure. The ES measure has only recently been proposed as a supplementary risk measure to VaR, but its significance and importance in financial risk management are very clear. However, due to its more complex structure than VaR, to calculate and estimate ES, it is necessary to develop appropriate methods, especially when we refer to portfolios with complex structures such as portfolios of financial and credit institutions. Next, we study the methods of estimating VaR and ES models.
1.3.5. Methods of estimating VaR and ES models
Typically, we have two main methods of estimating VaR and ES: parametric and non-parametric methods.
1.3.5.1. Parametric method
This method is based on the assumption of the distribution of the return r : for example, normal distribution, Student distribution, generalized Pareto distribution, etc. Then from the past data of r , we use estimation methods in statistics and econometrics (maximum likelihood, generalized moment, ARCH, GARCH, etc.) to estimate the characteristic parameters of the distribution and derive the corresponding estimates of VaR and ES ([4], [19]).
Below, we have the formula to estimate VaR, ES for 2 cases:





![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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