TC1: Awareness of responsibility
TC2: Action to fulfill responsibility
TC3: Responsible attitude
Each criterion is described with specific indicators in the table below:
Table 2.2. Criteria for assessing the level of TTN expression in 5-6 year old children
Criteria
Only newspaper | Expression | Type of responsibility duty | |
TC1: Awareness of responsibility | 1.1 | Know how to serve yourself and ensure your safety body (eating, dressing, hygiene, playing, studying always happy and comfortable). | Responsibility to yourself |
1.2 | Understand that everyone must take care of and protect their bodies. according to your ability. | ||
1.3 | Understand that if you don't take good care of yourself, you will sick, tired | ||
1.4 | List things to do (greeting, helping, caring, keeping promises, etc.) and things not to do (lying, fighting, stealing, breaking things, pushing). jostling, pushing, etc.) with others; | Responsibility to others | |
1.5 | Explain why you should and shouldn't do it those things with people around; | ||
1.6 | Understand that everyone has to suffer the consequences of their actions. action caused to others. | ||
1.7 | List the do's and don'ts with MTXQ | Responsibility to the environment | |
1.8 | Explain if the right action will help the environment, or if the wrong action will affect it bad for the environment | ||
1.9 | Understand that each person needs to know how to admit and correct mistakes. when causing bad consequences to the environment | ||
TC2: Action to fulfill responsibility | 2.1 | Always do self-service tasks; | Responsibility to yourself |
2.2 | Complete self-directed tasks well and on time. serve; | ||
2.3 | Correctly evaluate self-service results and acknowledge/correct errors wrong for not doing a good job personally. |
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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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Assessing the level of satisfaction of individual customers with savings deposit services at Saigon Commercial Joint Stock Bank SCB - Ninh Kieu Branch - 13 -
Criteria for Assessing the Sustainability of Tourism Activities -
Assessing Students' Level of Lesson Preparation Before Coming to Class -
Criteria and Scale for Assessing Student Capacity Development
Criteria
Only newspaper | Expression | Type of responsibility duty | |
2.4 | Always share and help when others need it; | Responsibility to others | |
2.5 | Perform assigned tasks well or offered help; | ||
2.6 | Admit mistakes and correct them when your words or actions are not correct. right with others | ||
2.7 | Always carry out environmental protection actions: Maintain and preserve utensils and toys; take care of plants/livestock; keep the working place clean; save electricity, water and raw materials | Responsibility to the environment | |
2.8 | Implement good environmental protection actions | ||
2.9 | Admit mistakes and make amends when actions cause harm for MT | ||
TC3: Responsible attitude | 3.1 | Self-motivated to do self-service tasks | Responsibility to yourself |
3.2 | Try to do your personal work well. | ||
3.3 | Admit mistakes and correct them when you don't do things well. self service | ||
3.4 | Have fun with everyone around; | Responsibility to others | |
3.5 | Be proactive in caring for and helping others; | ||
3.6 | Willing to admit/correct mistakes when actions are not taken right with others | ||
3.7 | Interested in exploring the environment (plants, animals, objects) objects); love and preserve toys and places of activity; | Responsibility to the environment | |
3.8 | Voluntarily take care of animals and plants, preserve toys and equipment, and places work; | ||
3.9 | Admit mistakes and correct them when you do something wrong. true for plants, animals, objects, places of activity. |
B. Rating scale
The rating scale consists of three levels: high, medium, low. Each criterion is rated according to three levels as follows:
Level 1: High responsibility (6≤ GPA ≤9)
Children are aware of many things that need to be done, should be done for the good of themselves, others and the environment (over 15 things), and understand why they need to do them.
Starting from internal reasons, anticipating possible bad results and the child himself will be responsible for shouldering and correcting those consequences. Always carry out and complete the work that needs to be done every day, correctly evaluate the results and take responsibility. Children are proactive in working, happy, trying to do their own and the group's work well, evaluating fairly and without bias; proactively admitting mistakes (if any)
Level 2: Average responsibility (3≤ GPA <6)
Children are aware of some tasks that need to be done, should be done for themselves, others and the environment (4-15 tasks); understand the reasons for external responsibilities (fear of punishment, for obedience, to be praised, for being a good child), receive consequences but do not accept responsibility and actions to take to correct mistakes. Do the right tasks when reminded, complete with help or only complete individual tasks, do not support the group, evaluate correctly when supported, do not accept consequences. Often work while playing, or only do when reminded; only happy, complete their own work, do not care about friends and common work; evaluate results correctly but do not proactively admit mistakes.
Level 3: Low responsibility (0≤ GPA < 3)
Children can list very few tasks that need to be done (0-3 tasks), do not understand why the tasks need to be done, do not realize the consequences and that they must take responsibility for and correct them; tend to blame circumstances and others. Do not do or leave tasks unfinished, evaluate incorrectly and unfairly. Do not work voluntarily, do not voluntarily accept responsibility or admit mistakes.
C. How to evaluate
Assessing awareness of responsibility: Using questions with illustrations
painting
The question system is as follows:
*Responsible for yourself (eating, dressing, washing hands and feet, brushing teeth)
put away toys, school supplies; go to bed, go to the bathroom, take school bag...)
-What chores do you need me to do every day?
-Why do I have to do that work myself?
-What if it is not done well?
If the child does not understand, you can ask specific questions, using the pair of pictures number 1 and
number 2
*Responsibility to others : should (greet, ask permission/request, help, keep quiet)
promise), should not (lie, curse, steal/break things, push...)
-What should and shouldn't you do with your parents (teachers, friends)?
-Why should or shouldn't I do that to people?
-If you do something bad to people, what do you say to them or do to make it right?
If the child does not understand, you can ask specifically, using the pair of pictures number 3 and number 4.
* Responsibility for the environment : should do (take care of plants, animals; keep clean the place where you live, play, and do activities; take care of utensils, toys, and materials) and should not do (pick flowers, break branches, beat animals; litter, clean up in the wrong place...)
-What should you do or not do with the environment?
-Why should I do or not do those things?
-When you do something harmful to the environment, what should you do to fix it?
If the child does not understand, you can ask specifically, using the picture pairs 5 and 6. Assess actions and responsible attitudes: Use survey exercises . The survey exercise includes 3 exercises:
Exercise 1: Finger puppets (2 children in each group, make finger puppets of one type)
fruit)
Exercise 2: Clean and arrange the toy shelf (3-5 children in a group, task: Clean the shelf)
toys, cleaning toys and arranging toy shelves).
Exercise 3: Taking care of plants (3-5 children in a group, children use a watering can or a water scoop to water the plants, use a towel to wipe the leaves, use scissors to cut off yellow or worm-infested leaves)
How to conduct the survey: The surveyor gives the task, observes each group in turn and records the children's actions. It is possible to observe 2 groups working side by side at the same time. For exercise 1, 4-5 groups can be observed at the same time. Each criterion is worth a maximum of 9 points, including 9 indicators. Each indicator is scored according to 3 levels: high (1 point), medium (0.5 point), low (0 point) (See Appendix 4).
2.2.2. Survey results
2.2.2.1. Current status of awareness and implementation of responsibility education based on Children's Rights for 5-6 year old children by preschool teachers in kindergarten
The survey results of the current status of QTE-based TTN education for 5-6 year old children in preschools were determined based on the analysis and statistics of the opinions of 120 preschool teachers who have had at least 2 years of experience teaching 5-year-old classes at preschools in Hanoi and Nam Dinh. Of which, the teacher with the most years of experience is 35 years, the least years of experience is 2 years; the most years of teaching 5-6 year old preschool children is 27 years, the least years of teaching 5-6 year old children is 2. The number of teachers with a master's degree is 2, university degree is 36, college degree is 42, intermediate degree is 40, see the chart below:

survey
Chart 2.1. Level of GVMN participantsChart 2.2. GVMN's experience participate in survey |
The results will be analyzed and evaluated on: teachers' awareness and conception of child abuse, manifestations of child abuse in 5-6 year old children; content, methods, forms, and means of child abuse education for 5-6 year old children and child abuse education based on Children's Rights. Qualitative analysis will be combined in the quantitative analysis process to clarify the above situation.
a) Teachers' awareness of QTE-based TTN education for 5-6 year old children
GVMN's concept of responsibility and structure of TTN
Table 2.3. GVMN's conception of TTN and its structure
TT
Conception | Number of comments (n=120) | Ratio (%) | |
About TTN | |||
1 | Is the individual's legal awareness of what needs to be done, If you don't do it, you will have to suffer the consequences. | 3 | 2.50 |
2 | Is an individual's moral view of what should be done do and be willing to suffer the consequences of your actions | 27 | 22.50 |
3 | Is the psychological quality of an individual, expressing that individual be aware of what needs to be done and commit to doing it effectively, and accept the consequences of what you do | 90 | 75.00 |
About TTN structure | |||
1 | Awareness of responsibility | 113 | 94.70 |
2 | Action to fulfill responsibility | 96 | 80.00 |
3 | Attitude of responsibility | 103 | 85.83 |
Looking at the table above, it can be seen that the majority of preschool teachers have the correct concept and awareness of TTN (75% of teachers chose opinion 3), this will be an advantage for training teachers to implement TTN education measures for children. However, there are still 25% of teachers who do not have the correct concept.
correct and sufficient about the TTN of 5-6 year old children. This situation requires that research on measures to educate TTN for children must pay attention to fostering teachers' awareness of TTN in relation to character and personality education. Most preschool teachers identify the TTN structure as consisting of 3 components: perception, action and attitude, in which the opinion of choosing awareness of responsibility is the most (94.7%) and the opinion of choosing action to fulfill responsibility is the least (80%). However, the difference is not significant. This rate shows that the surveyed teachers have high consensus on the TTN structure consisting of 3 components: perception, action, attitude.
Teachers' concept of TTN expression in 5-6 year old children
Table 2.4. Teachers' opinions on the manifestation of autism in 5-6 year old children
Awareness of responsibility
duty
Responsible action duty | Responsible attitude |
X Type of responsibility | ||||||||
Index | Average level of agreement | Rank | Index | Average level of agreement | Rank | Index | Average level of agreement | Rank | ||
1.1 | 4.39 | 5 | 2.1 | 4.14 | 9 | 3.1 | 4.21 | 7 | TN with version close | 4.09 |
1.2 | 4.42 | 3 | 2.2 | 3.9 | 18 | 3.2 | 4.14 | 9 | ||
1.3 | 3.97 | 15 | 2.3 | 3.78 | 27 | 3.3 | 3.86 | 20 | ||
1.4 | 4 | 13 | 2.4 | 4.52 | 1 | 3.4 | 4.35 | 6 | TN with others | 4.08 |
1.5 | 4.47 | 2 | 2.5 | 3.94 | 16 | 3.5 | 3.86 | 20 | ||
1.6 | 3.93 | 17 | 2.6 | 3.89 | 19 | 3.6 | 3.8 | 25 | ||
1.7 | 4.42 | 3 | 2.7 | 4.21 | 7 | 3.7 | 4.1 | 12 | TN with the environment | 4.02 |
1.8 | 3.8 | 25 | 2.8 | 4.14 | 9 | 3.8 | 3.99 | 14 | ||
1.9 | 3.85 | 23 | 2.9 | 3.86 | 20 | 3.9 | 3.82 | 24 | ||
X | 4.14 | X | 4.04 | X | 4.01 | |||||
The survey results show that preschool teachers agree and strongly agree with the expressions of TTN of 5-6 year old children given, in which, the level of agreement with the expression of attitude is the highest (4.14), the second is the expression of action (4.04), the lowest is the expression of awareness (4.01). Regarding the types of responsibility, preschool teachers agree with the expressions of responsibility to themselves the highest (4.09), the second is the expression of responsibility to others (4.08) and the lowest is the expression of responsibility to the environment (4.02). This is consistent with the fact that preschool teachers carry out educational activities according to the preschool education program, in which the program mentions educational goals related to responsibility to children themselves more than educational goals related to responsibility to others and to the environment.
Teachers' understanding of QTE-based TTN education for 5-6 year old children
- GVMN's awareness of Children's Rights
Table 2.5. Teachers' awareness of Children's Rights
Children's Rights Group
Quantity (n=120) | Ratio (%) | |
Right to life | 64 | 53.33 |
Right to development | 120 | 100 |
Right to protection | 77 | 64.17 |
Right to participate | 19 | 15.83 |
In this question, teachers were asked to write the names of the QTEs they had implemented in kindergarten. The Right to Live group was mentioned by teachers with words such as Right to Live, Right to Care, Nurture, Right to Pursue Happiness. The Right to Develop group was mentioned with words: Right to Study, Play, Right to Freedom and Talent Development, Right to Respect, Love, and Equality. The Right to Protect group was mentioned with words: Right to Care, Protection, Right to Physical Protection, Right to Safety, Not Being Beaten or Insulted. The Right to Participate group was mentioned with words: Right to Participate, Be Listened to, Express One's Opinions and Personal Viewpoints, Make Decisions. Statistical results showed that the Right to Develop group was mentioned by the most teachers (100%), the Right to Participate group was mentioned by the least teachers (15.85%). This result reflects the reality in kindergartens. Teachers perform quite well in caring for, nurturing, and protecting children, but opportunities for children to be listened to, express their opinions, implement their own ideas, participate in preparing the environment, and choose their own learning and playing activities are still limited.
97.7% of teachers answered that they knew about QTE, mainly from the internet (69.8%). Other sources of information had fewer opinions, respectively: TV, radio (34.9%), School Board (23.3%), documents of the Ministry of Education and Training, Department of Education and Training (20.9%) and from books, newspapers, magazines (14%).
Not many teachers understand the principles of implementing QTE. Of the four principles of “Non-discrimination”, “For the best interests of the child”, “Ensuring the right to exist and develop life”, “Ensuring the right to be heard”, the principle of “Non-discrimination” is most known to teachers.
- GVMN's concept of TTN education based on QTE for 5-6 year old children
Table 2.6. Teachers' awareness of QTE-based natural science education for 5-6 year old children
STT
Content | GVMN's opinion | Rank | ||
Quantity (n=120) | Ratio (%) | |||
1 | Create a learning environment where all children are respected. weight | 112 | 93.33 | 1 |
2 | Help children understand their Rights and Responsibilities | 84 | 70.00 | 2 |
3 | Put Children's Rights Above Teachers' Rights | 11 | 9.16 | 7 |
4 | Teachers and children have equal rights. | 42 | 35.00 | 4 |
5 | Put Teachers' Rights Above Children's Rights | 0 | 0 | 8 |
6 | Fulfilling all children's rights | 17 | 14.16 | 5 |
7 | Empower children to take ownership of their own actions. responsibility to fulfill their rights | 17 | 14.16 | 5 |
8 | Let children freely move within the framework of the rules and regulations set by the children themselves | 67 | 55.83 | 3 |
The table above shows that most preschool teachers have a correct understanding of the approach to Children's Rights in Early Childhood Education for 5-6 year old children but not fully. "Creating an environment where all children are respected" was the most popular choice (93.33%), consistent with their understanding of the principle of "Non-discrimination". "Helping children understand Rights and Responsibilities" received the second most choices (70%), showing that preschool teachers emphasize cognitive education for children in Early Childhood Education based on QTE. "Allowing children to freely operate within the framework of rules set by the children themselves" ranked third and fourth (55.83%). Although accounting for over 50%, more than 45% of preschool teachers still do not realize that children's freedom to operate within discipline is important to help children become aware of their own responsibilities. However, the rules and discipline in kindergartens are not set by the children themselves, which is related to the fact that few kindergarten teachers know about children's participation rights. "Empowering children" and "Responding to all children's rights" were chosen by very few kindergarten teachers (14.16%), in fact, kindergarten teachers put their rights above children's (according to qualitative analysis during observation of activities), and also consistent with the low rate of choosing "Teachers and children have equal rights" (35%).

![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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