out into the work , realizing the values of the work has the effect of improving one's knowledge. Reading literature also has many different forms and ways of reading , there is silent reading (reading with the eyes) and reading aloud. Reading literature is also divided into many levels, there is reading words, sentences, paragraphs, reading in roles. Reading aloud also distinguishes between reading aloud and reading expressively. In each form of reading, there is a process of communication between the reader and the image and the writer. If in silent reading there is only the participation of the individual reader in the communication process, then reading aloud sometimes also involves the whole community of readers.
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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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Managing self-study activities of students at Tien Lang High School, Tien Lang District, Hai Phong City - 2 -
Organizing Professional Training for Managers and Teachers to Organize Experiential Activities and Career Guidance for High School Students -
Managing cultural identity education activities for high school students in Vi Xuyen district, Ha Giang province - 15 -
Professional Training for Management Staff and Teachers to Organize Creative Experiential Activities on Educational Themes for Students at Thai Nguyen High School
GT is open
wide

Analysis is to interpret and explain , synthesis is to look back and generalize , to put the analyzed object in its proper place. The object of analysis is the text containing language and images. Thus , talking about analyzing and synthesizing culture means explaining and interpreting layers of meaning in the language and images themselves, along with the methods that create those layers of meaning.
Literary evaluation activities take place throughout the process of receiving literature, demonstrating the active initiative of the recipient. In teaching TPVC, literary evaluation is the job of each student , not just stopping at stating the
Comments on
The writer's ideas and thoughts, which are more important than organization.
function
your comments in writing to
“communication” for effectiveness
theory
to others. Students must know how to form texts (spoken and written) as a means of communication to convey their opinions in relation to the author and other readers. In addition to the student's evaluation activities, there are also teacher's evaluation activities as a model of text organization and communication practice.
Testing and assessment are activities that aim to confirm reading skills,
analysis, synthesis, evaluation, confirmation of cultural reception results, selection and use
language use, and more importantly, assessing the development of students' personalities through lessons. Testing and assessment are not only activities of teachers but also self-testing and assessment activities of students and between students. Testing and assessment activities take place in all stages and steps of the teaching and learning process.
TPVC and is also divided into many levels in many different forms.
Each other. It is possible to use the form of testing and evaluation by means of dialogue and questions or asking students to do short exercises... Each such testing and evaluation activity naturally forms multi-dimensional relationships between students and the subject, between teachers and students, and between students themselves.
1.2. Cognitive characteristics of high school students during the learning process.
communicate
literature
The new teaching perspective does not look at students with a static view. Students are products of the times, products of the current and developing civilization. Each student has a way of thinking, a way of doing, a wealth of knowledge, a cultural perspective of life, through rich and multi-dimensional sources of information, equal to adults. Every day, each student develops new abilities and qualities as a result of the "interactions" between students and life. Therefore, students are fully capable of exercising their right to become readers of works. Students as readers will continue to grow in all aspects of awareness brought about by the process of discovering the work, and teachers are the bridge connecting students with the work and the writer's thoughts conveyed through that "work".
GTVH is an activity process that requires GT participants to mobilize
mobilize all internal forces, intelligence and emotions, instincts and skills...To operate
For cultural activities to be effective, the participants themselves must meet the requirements of physical and psychological development:
+ Cultural capital , experience capital , life capital : this capital is reflected in language capital and the ability to use language, the ability to "decode" art. Revealing cultural capital, life capital and the ability to associate, imagine,
supplement
complement the art painting
perception, ability
reasoning ability
guess, judge, interpret, explain when receiving.
+ The senses , the ability to observe and receive from the objective world into oneself. The most important are the visual , auditory and tactile senses. The "literary" quality of the senses is the subtlety, sharpness , sensitivity, seeing even things that are not visual, hearing even things that do not make sound. And perception is not only to receive but also to explore, discover, find the beautiful, the strange, the unusual, the essence in the object of perception.
+ Thinking operations , brain activity : Receiving culture as well as cultural knowledge must also mobilize all thinking operations, including logical thinking and reasoning .
imagery , both emotional and rational . Especially the operations: imagination ,
association , comparison , prediction , inference , analysis , assumption ... The " literary " quality in thinking ability is visual thinking, the ability to separate the spiritual part
from objects to
maybe
generalize into a name, is the ability
vitality
In imagination, perform role-playing, incarnation, GT, dialogue with the person hidden in the work; GT dialogues with himself.
+ Emotional levels , heart activities , feelings , attitudes, moods , souls, emotions, feelings, and spirituality play a guiding role in cultural communication .
Compared with previous ages, high school students are much more mature in terms of
awareness. You have had the
self-awareness
I, have a need to perceive,
assess ethical, social, and scientific issues from his own perspective: “At this age, the intellectual and social conditions for building a system of individual viewpoints have been formed. During their time studying in high school, students have acquired certain attitudes and moral habits, seen beauty, ugliness, good, evil... gradually these things are conscious and are classified into forms, standards, and principles of behavior.”
[9, 68]. Therefore, high school students perceive and understand social science issues more deeply than before. This is also a factor that encourages the process of literary exchange in students.
High school students' personalities also develop more strongly than other ages.
age before. They want to express their personality, want to be liked by everyone.
people who acknowledge and share thoughts. And to satisfy their perception, students often have the need to dialogue, like to communicate, exchange, chat, and express attitudes.
to others. They want to express their thoughts, opinions and
want your opinion to be respected, sympathized and shared by everyone.
At the age of high school students, the development of cognitive interest and conscious attitude towards learning has promoted the development of initiative and creativity in the process of perceiving lessons and the ability to control oneself while carrying out those processes. During the learning process, high school students not only have the ability to memorize knowledge but also have the ability to think independently, grasp
methods and techniques of intellectual activity
independent. HS has the ability
self-energy
learning, independent thinking. Those requirements have developed their thinking. Scientists believe that: High school students are completely capable of independent and creative logical and abstract thinking in familiar subjects.
learned in school or not learned. Ability to analyze, synthesize, compare
highly developed abstraction and generalization : " Their thinking is very tight . "
tight
more, well-founded
and more consistent. At the same time, the critical nature of thought
only
also develop ” [9, 65]. This allows students to grasp all complex, abstract concepts, grasp the causal relationship in nature and in society. That is the basis for forming a worldview in high school students .
In today's era, the increasing development of technology
Information and audiovisual media are increasingly rich and diverse, stimulating the ability to explore, discover, and actively and proactively create.
high school students. But on the other hand, with unstable personalities, at an age when their psychology is easily agitated, their tendency to explore and discover can easily be swept away by deviant trends, far from reality if there is no guidance from the school, teachers, family and society.
1.3. Short story "Two children" by Thach Lam in school
1.3.1. About the author Thach Lam.
In Vietnamese literature before
How to bring the month of Tet
1945, Thac
h Lam
is one of the writers who won the affection of many readers. He was born on July 7, 1910 in Hanoi in a family of mandarins. His birth name was Nguyen Tuong Vinh, but later he changed it because he wanted to declare his age to take the exam.
Thanh Nguyen Tuong Lan. Besides his official name Thach Lam, he also had two other names.
but other names are Viet Sinh and Thien Si. Thach Lam's hometown is in Cam Pho village, district
Hoi An, Quang Nam province but in the past
grape
river
weak
Cam's hometown
Giang, Hai Duong. Such as
poetry
that child has gone inside
creative
of Thac
h Lam is like an obsession that is hard to erase
blur. blur
up, he went to Ha
He studied at the Agricultural School for a while. After passing the first exam, he
dropped out of school, became a journalist and began publishing literature in 1931.
According to the size of the meeting
family member (Nguyen)
Thi The, The Uyen,
Nguyen Tuong Giang) and some intimate works (Vu Bang, Huyen Kieu...)
Thach Lam is the most intelligent person in the family, lives modestly, and has a compassionate heart.
easy
active, like a peaceful life,
silver
h. Luke
life, he always wondered
worried, struggling to live "like a Vietnamese person". The writer likes to blend in
nature to find relaxation for the soul. But the life of talented people
that flower 1942
Thac
h So hard
sleep, sir
tuberculosis and death
28 6
During his more than 10 years of writing, Thach Lam left behind many pages of writing.
download
flowers. About 40 short stories printed in 3 collections:
The First Wind of the Season (1937),
Energy in the garden
(1938), Toc
( 1942); Novel Today
new ( 1939 ); collection of novels
criticism According to the order ( 1941 ); depending
Hanoi hash brown
street (1943);
Some books written for children such as Hat Ngo , Hai Chi Em , Le Chua ... Quantity
tac
Not much product but can see the master
diverse in genres: short stories,
novels, memoirs, essays, criticism, children's books... Some of his works reach exemplary beauty and are full of value. In particular, the lyrical short stories are imbued with humanity.
Be an active member
crab
small
Thought
literary group and is considered a
In the main trees behind Thach Lam's office, there are many different styles.
a line. If
fish
contemporary writer
with
Thach Lam Chiu
multiple photos
structural influence
tac
works of 19th century Western prose (considered in all)
fish
weak
(about the situation, plot, characters, details) then Thach
Lam was one of the few prose writers of that time who had just come to the forefront.
medium
dislike
from this trend
to keep up with contemporary changes
in the 20th century Western European narrative technique. The manifestations of that effort can be seen quite clearly through the writer's blurring of the plot element while other elements such as characters and details seem to be minimized, especially in the description of appearance and actions. He tends to go into the subconscious world to discover the deepest secrets in the human heart.
1.3.2. About short stories
"Two children
"Young" by Thach Lam
* “Two children” Memories of a childhood.
Many of Thach Lam's short stories are memories and reminiscences, especially childhood memories. Memories of the district town of Cam Giang next to the Hanoi-Hai Phong railway with the market area of poor people were the material for the writer to write the story Two Children .
In the Memoirs of Nguyen Tuong's Family, Ms. Nguyen Thi The, Thach Lam's older sister, recounted: "I did not expect Sau to have such a long memory, as my sister's story describes the two sisters staying up to wait for the night train to pass before leaving.
sleep. That year I was only nine years old, my younger brother was eight, but my mother assigned my sister and I to look after the shop. The shop only sold wine, some banh khuc, and tobacco to attract regular customers to my grandmother's house" [27, 162].
Throughout his childhood, Thach Lam lived close to his mothers.
Poor and hard-working with many children like Le's mother and Doi's mother, the villagers in Ha Nam and Phu Ly had to leave their hometowns to make a living because of floods and famine, and came to the midland district town to make a living. Thach Lam's family fell into poverty after his father died in Sam Neua. The hard-working mother raised seven children in
the street
Cam Giang district (Hai Duong); the dull space
solitary
of the district town later appeared abundantly in Thach Lam's short stories, including Hai dua tre . In the short stories, Thach Lam wrote about the poor mothers and children in that market area with a sincere , melancholy sympathy : " Those poor children on the edge of the market bent over
pick up bamboo sticks, bamboo sticks, or whatever
rank
what can
usable of
the vendors left behind(…). It was getting dark, then Lien and her sister saw the little boy carrying a pipe and two chairs on his back coming out of the alley: Chi Ti, his mother followed behind(…). During the day she went to catch crabs and shrimps, at night she set up this drink stall under the banyan tree, next to the brick marker (Two Children).
The story of Lien and her sister waiting for the train is also a childhood memory of Thach Lam. Let's listen to Thach Lam's sister tell the story: "The period I looked forward to the most was the summer vacation because at that time my brothers, from Hanoi and Hai Duong, all returned to their hometowns. On the day of school dismissal, my sisters and I went to the station together early in the morning (…). Once, the train stopped at the station during Thach Lam's shift, "he stood on the platform and looked around, but did not see any Westerners getting off, so he felt secure and went to the front of the train to lie down.
long to watch the train. While Tay Doan slowly got off the other side of the train
As they entered the siege, Thach Lam was still absent-mindedly looking at the parts of the locomotive” [27, 165].
The train has left
again those
the deepest impression in the innocent soul
poetry and somewhat dreamy of Thach Lam. But here, in the short story
Two children , by Thach Lam , waiting for the night train to return has another meaning.
different. It is not to pick up passengers to the station to buy goods, but it is an urgent spiritual need of the two children, wanting to escape from life for a moment.
cramped, silent like the dim dots of light lingering around the streets
district. Thach Lam sought to enhance the general artistic meaning of a
true story in the lives of two children. The train seemed to bring a new world.
the rich, bustling, noisy and bright world, a completely different world
with the dim light of a few flickering lights on the deserted street of a
small district. A little light in a distant world, the dreams of two children came and went, the district town sank deep into lonely darkness.
* "Two Children" Slow motion film about life through the eyes of Lien.
The short story Two Children was printed in the collection Sunlight in the Garden , Doi Nay Publishing House, Hanoi, 1938. It is considered one of the typical works of Thach Lam's short story style.
It's also a story without a story. The two children are the mood of the story .
The character Lien wakes up to wait for the night train passing by her place of residence, a poor district town. The late afternoon on the market street lingers in the reader's mind with its evocative images, when the sound of conversation and footsteps gradually thin out, on the ground there is only trash, grapefruit peels, custard apple peels, longan leaves... from afar, to the West, the sunset glows red, the row of bamboo in front of the village has darkened, adding to that is the sound of the drum in the air and the sound of frogs echoing in the fields... The scene is very poetic, quiet, vaguely sad and we can easily recognize it as a characteristic of a countryside afternoon. Afternoon, perhaps every afternoon is like that, quietly coming to this countryside, so the author whispers "Afternoon , afternoon is here . "

![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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