ii) How to calculate average score:
The average satisfaction score for each class is calculated using the following formula:
=
Average score of each class (Xi)
Cumulative score of each student in the class Number of students in the class
after:
The average score of all 5 classes on satisfaction level is calculated by the formula
∑(X i * Ni)
Average X =
∑Ni
In which, the average X is the average score representing the overall satisfaction level.
of students of all 5 Courses.
Xi: Average score of student satisfaction in a class; Ni: Number of students in each class.
Average student satisfaction score for the course
summarized in the chart below:

Chart 2.1: Average score of student satisfaction with the course
Survey data shows that the level of student satisfaction based on the evaluation criteria for the course is not high. The average score for this criterion is 2.89 points; the highest score belongs to the criterion of the relevance of training content to work with a score of 2.92; the lowest score belongs to the criterion of the level of student interest in the course with an average score of 2.83 points.
2.3.1.2. About class organization
The survey on student satisfaction with the organization of the class is a survey on logistics, satisfaction with presentation tools, teaching equipment, materials provided, time, location and size of the class. The survey results are summarized according to each of the following criteria:
b1. Level of student satisfaction with classroom logistics
Table 2.5: Distribution of interview respondents
according to the level of satisfaction with the logistics of the course
Level
Very funny heart | Satisfied | Jar often | Not happy heart | Completely not satisfied | ||||||
SL | % | SL | % | SL | % | SL | % | SL | % | |
Electrical lab class | 14 | 56.0 | 11 | 44.0 | 0 | 0.0 | 0 | 0.0 | 0 | 0.0 |
Grid control layer | 0 | 0.0 | 19 | 54.3 | 16 | 45.7 | 0 | 0.0 | 0 | 0.0 |
Electrical Measurement Class | 0 | 0.0 | 28 | 100.0 | 0 | 0.0 | 0 | 0.0 | 0 | 0.0 |
Transport Management Class onion | 0 | 0.0 | 48 | 100.0 | 0 | 0.0 | 0 | 0.0 | 0 | 0.0 |
Electrical Construction Class | 2 | 14.23 | 3 | 21.4 | 9 | 64.3 | 0 | 0.0 | 0 | 0.0 |
Total | 16 | 10 | 109 | 72.7 | 25 | 16.7 | 0 | 0 | 0 | 0 |
Maybe you are interested!
-
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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Average Score of Influencing Factors -
Student Satisfaction Level for TVHN Programs -
Testing the Differences in Student Satisfaction with the Quality of Training Services at the Faculty of Tourism, University of Industry -
Factors Affecting Student Satisfaction
Source: Author's compilation from student interview questionnaires conducted in January 2011
In contrast to the above sections, the satisfaction rate with the logistics of the class was very high (10% very satisfied, 72.7% satisfied). No student was dissatisfied with the logistics of the class. In particular, if in the above sections, the highest dissatisfaction rate was among students in the operation class, then in this section, students in the operation class had the highest satisfaction rate.
b2. Level of student satisfaction with presentation media
Table 2.6: Distribution of interviewees according to satisfaction level with presentation media
Level
Very funny heart | Satisfied | Jar often | Not happy heart | Completely not satisfied | ||||||
SL | % | SL | % | SL | % | SL | % | SL | % | |
Electrical lab class | 0 | 24.0 | 14 | 56.0 | 5 | 20.0 | 0 | 0.0 | 0 | 0.0 |
Grid control layer | 0 | 0.0 | 23 | 65.7 | 12 | 34.3 | 0 | 0.0 | 0 | 0.0 |
Electrical Measurement Class | 0 | 0.0 | 28 | 100.0 | 0 | 0.0 | 0 | 0.0 | 0 | 0.0 |
Operations Management Class | 0 | 0.0 | 48 | 100.0 | 0 | 0.0 | 0 | 0.0 | 0 | 0.0 |
Electrical Construction Class | 2 | 14.3 | 3 | 21.4 | 9 | 64.3 | 0 | 0.0 | 0 | 0.0 |
Total | 2 | 1.3 | 127 | 84.7 | 21 | 14 | 0 | 0 | 0 | 0 |
Source: Author's compilation from student interview questionnaires conducted in January 2011
The survey results show that the level of satisfaction with the presentation means for the electrical laboratory profession is relatively high (24% very satisfied; 56% satisfied); no student is dissatisfied with the teaching means, up to 86% of the total sample of the 5 professions surveyed rated as satisfied and very satisfied with the presentation means.
b3. Level of satisfaction with learning facilities/models
Table 2.7: Distribution of interview respondents
by level of satisfaction with learning facilities/models
Level
Very funny heart | Satisfied | Jar often | Not happy heart | Completely not satisfied | ||||||
SL | % | SL | % | SL | % | SL | % | SL | % | |
Electrical lab class | 6 | 24.0 | 14 | 56.0 | 5 | 20.0 | 0 | 0.0 | 0 | 0.0 |
Grid control layer | 0 | 0.0 | 6 | 17.1 | 25 | 71.4 | 4 | 11.4 | 0 | 0.0 |
Electrical Measurement Class | 0 | 0.0 | 4 | 14.3 | 24 | 85.7 | 0 | 0.0 | 0 | 0.0 |
Transport Management Class onion | 0 | 0.0 | 1 | 2.1 | 27 | 56.3 | 20 | 41.7 | 0 | 0.0 |
Electrical Construction Class | 2 | 14.3 | 2 | 14.3 | 9 | 64.3 | 1 | 7.1 | 0 | 0.0 |
Total | 8 | 5.3 | 27 | 18 | 90 | 60 | 25 | 16.7 | 0 | 0 |
Source: Author's compilation from student interview questionnaires conducted in January 2011
Regarding learning tools/models, in general, up to 60% of the total sample evaluated them at a normal level; especially for electrical testing and electrical construction, students rated their satisfaction with learning tools higher.
b4. Level of satisfaction with training materials
Table 2.8: Distribution of interview respondents according to satisfaction level with training materials
Level
Very funny heart | Comedy heart | Jar often | Not happy heart | Absolutely not. satisfied | ||||||
SL | % | SL | % | SL | % | SL | % | SL | % | |
Electrical lab class | 25 | 100.0 | 0 | 0.0 | 0 | 0.0 | 0 | 0.0 | 0 | 0.0 |
Grid control layer | 0 | 0.0 | 19 | 54.3 | 16 | 45.7 | 0 | 0.0 | 0 | 0.0 |
Electrical Measurement Class | 1 | 3.6 | 15 | 53.6 | 12 | 42.9 | 0 | 0.0 | 0 | 0.0 |
Operations Management Class | 0 | 0.0 | 47 | 97.9 | 1 | 2.1 | 0 | 0.0 | 0 | 0.0 |
Electrical Construction Class | 2 | 14.23 | 3 | 21.4 | 9 | 64.3 | 0 | 0.0 | 0 | 0.0 |
Total | 28 | 18.7 | 84 | 56.0 | 38 | 25.3 | 0 | 0 | 0 | 0 |
Source: Author's compilation from student interview questionnaires conducted in January 2011
Teaching materials are very important, survey results show that for the electrical laboratory profession, it is the profession that can best meet the needs with 100% of students rating it as very satisfied.
b5. Level of satisfaction with the class location
Table 2.9: Distribution of interviewees according to satisfaction level with class location
Level
Very funny heart | Satisfied | Jar often | Not happy heart | Completely not satisfied | ||||||
SL | % | SL | % | SL | % | SL | % | SL | % | |
Electrical lab class | 11 | 44.0 | 14 | 56.0 | 0 | 0.0 | 0 | 0.0 | 0 | 0.0 |
Grid control layer | 0 | 0.0 | 22 | 62.9 | 13 | 37.1 | 0 | 0.0 | 0 | 0.0 |
Electrical Measurement Class | 5 | 17.9 | 9 | 32.1 | 14 | 50.0 | 0 | 0.0 | 0 | 0.0 |
Operations Management Class | 0 | 0.0 | 23 | 47.9 | 15 | 31.2 | 10 | 20.8 | 0 | 0.0 |
Electrical Construction Class | 2 | 14.3 | 2 | 14.3 | 10 | 71.4 | 0 | 0.0 | 0 | 0.0 |
Total | 18 | 12.0 | 70 | 46.7 | 52 | 34.7 | 10 | 6.7 | 0 | 0 |
Source: Author's compilation from student interview questionnaires conducted in January 2011
Regarding the training location, the electrical testing profession has the best facilities (44% very satisfied, 56% satisfied); followed by electrical measurement and electrical construction. Thus, we can see that the choice of training location generally meets the requirements.
b6. Satisfaction level with class size
Table 2.10: Distribution of interviewees by level of satisfaction with class size
Level
Very funny heart | Comedy heart | Jar often | Not happy heart | Completely not satisfied | ||||||
SL | % | SL | % | SL | % | SL | % | SL | % | |
Electrical lab class | 0 | 0.0 | 9 | 36.0 | 7 | 28.0 | 9 | 36.0 | 0 | 0.0 |
Grid control layer | 0 | 0.0 | 1 | 2.9 | 16 | 45.7 | 18 | 51.4 | 0 | 0.0 |
Electrical Measurement Class | 0 | 0.0 | 0 | 0.0 | 19 | 67.9 | 9 | 32.1 | 0 | 0.0 |
Operations Management Class | 0 | 0.0 | 1 | 2.1 | 2 | 4.2 | 34 | 70.8 | 11 | 22.9 |
Electrical Construction Class | 2 | 14.3 | 2 | 14.3 | 10 | 71.4 | 0 | 0.0 | 0 | 0.0 |
Total | 2 | 1.3 | 13 | 8.7 | 54 | 36.0 | 70 | 46.7 | 11 | 7.3 |
Source: Author's compilation from student interview questionnaires conducted in January 2011
Regarding the course size, most of the students' comments were not satisfied with the class size; the number of students participating was large (average 45-50 students) compared to the standard number of students per practical class (from 25-35 students). Only the electrical construction profession was rated as satisfactory (14.3% very satisfied, 14.3% satisfied).
b7. Satisfaction level with class timing
Table 2.11: Distribution of interviewees according to satisfaction level with class organization time
Level
Very funny heart | Satisfied | Jar often | Not happy heart | Completely not satisfied | ||||||
SL | % | SL | % | SL | % | SL | % | SL | % | |
Electrical lab class | 0 | 0.0 | 11 | 44.0 | 14 | 56.0 | 0 | 0.0 | 0 | 0.0 |
Grid control layer | 1 | 2.9 | 7 | 20.0 | 25 | 71.4 | 2 | 5.7 | 0 | 0.0 |
Electrical Measurement Class | 0 | 0.0 | 5 | 17.9 | 23 | 82.1 | 0 | 0.0 | 0 | 0.0 |
Operations Management Class | 0 | 0.0 | 5 | 10.4 | 35 | 72.9 | 8 | 16.7 | 0 | 0.0 |
Electrical Construction Class | 2 | 14.3 | 2 | 14.3 | 10 | 71.4 | 0 | 0.0 | 0 | 0.0 |
Total | 3 | 2.0 | 30 | 20.0 | 107 | 71.3 | 70 | 6.7 | 0 | 0 |
Source: Author's compilation from student interview questionnaires conducted in January 2011
In general, the satisfaction rate with the time of the class in the total sample was only 20%. The number of subjects responding at a normal level was 72%. The rate of subjects responding dissatisfied in the total sample was low (6.7%). However, up to 16.7% of the students in the operation management class were dissatisfied with the time of the class. Because the training time is often held during the rainy season (May-July), the class often has to be postponed to serve production.
Overall assessment of satisfaction with classroom organization and logistics
The average score is constructed as follows:
i) Maximum score: 5 points on a scale of 1 to 5; in some other cases, this scale is still used in the following form:
1 point corresponds to -- (very poor score); 2 points corresponds to -
3 points correspond to - + (average score); 4 points correspond to +
5 points corresponds to ++ (perfect score).
ii) How to calculate average score:
The average satisfaction score for each class is calculated using the following formula:
=
Average score of each class (Xi)
Cumulative score of each student in the class Number of students in the class
The average score of all 5 classes on satisfaction level is calculated by the following formula:
Average X =
∑(X i * Ni)
∑Ni
Source: Author (2010)
In which, the average X is the average score showing the overall satisfaction level of students of all 5 Courses;
Xi: Average score of student satisfaction in a class; Ni: Number of students in each class
Based on students' evaluations, the author synthesizes the average score of students' satisfaction with the class organization as shown in the figure below:

Chart 2.2: Average score assessing satisfaction with classroom organization and logistics
Compared to the satisfaction level in other aspects of the teaching and learning process, the satisfaction level in the classroom organization stage was rated higher by students (3.51 points on a 5-point scale). The strongest points in the classroom organization stage were the quality of materials, logistics preparation, presentation tools and classroom location. In addition, there were some criteria that were rated low, corresponding to an average score of 2.69 to 3.24 for teaching equipment, training time and classroom size.
2.3.1.3. Evaluation of classroom teaching
The evaluation criteria for the course focus on evaluating the activities during the training, including the process of turning the training plan into the “learning” actions of the learners and the “teaching” actions of the instructors, in order to achieve the set objectives of the course.

![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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