Comments on table 2.9:
Table 2.9 shows: According to the assessment of the survey subjects, the implementation of organizing training on school psychological counseling capacity for teachers at secondary schools in Mong Cai city, Quang Ninh province by the Principals reached an average level
= 2.33). However, the different assessment scores in the table in different contents are different. Specifically:
The contents that are highly evaluated include contents 2, 4, 6 (with:
= 2.35;
= 2.37;
= 2.41); in which content 2 has 54.84% of opinions evaluated as regular; content 4 has 50.32% of opinions evaluated as regular; content 6 has 58.06% of opinions evaluated as regular. The reason these contents are highly evaluated is because when we learned about this, we learned that: Currently, the school Principal has organized the establishment of a Steering Committee for professional capacity training for teachers; The mobilization and coordination of organizations and forces for training activities are of interest.
The content evaluated at an average level includes content number 1,3,5 (with
= 2.28;
= 2.30;
= 2.26); in which content 1 has 51.61% evaluated at a regular level; content 3 has 47.74% of opinions evaluated as regular; content 5 has 43.23% of opinions evaluated as regular. The reason this content is evaluated at an average level is because when we learned about this, we learned that: During the organization process, the Principal encountered difficulties in coordinating internal forces (subject teachers, school staff, managers, ...) with external forces (medical facilities, adolescent health counseling centers, parents of students, ...). When interviewing in-depth the managers of some schools who shared the same views and agreed with the above schools, Mr. Tran Tien H - Principal of Binh Ngoc Secondary School, said: "Currently, the school only announces parent-teacher meetings during the semesters, the coordination has not been included in specific documents; in addition, mobilizing external forces is only a formal coordination, not regular due to the school's limited budget". Regarding teachers, when conducting interviews, we learned that "The organization and implementation work is still limited in terms of the capacity of managers, the organizational skills of teachers doing consulting work, the coordination of forces in organization and implementation is often not tight, the directive documents of the industry and locality are sometimes slow and not specific enough to manage the organization and implementation in a timely manner, so the effectiveness is not really high" (Quoted by teacher Tran Minh N - Van Ninh Secondary School).
Thus, the organization has implemented training for teachers of Mong Cai City Secondary School at a high level, but there is still evaluation content with the intention of
never. In the coming time, the Principal needs to direct the organization of training in school psychological counseling capacity for teachers at secondary schools in Mong Cai city, Quang Ninh province.
2.4.3. Current status of directing the implementation of activities to foster school psychological counseling capacity for teachers in secondary schools in Mong Cai city, Quang Ninh province
To survey the current situation of directing the implementation of activities to foster school psychological counseling capacity for teachers in secondary schools in Mong Cai city, Quang Ninh province, we conducted a survey with question number 7 (Appendix 1). The results in Table 2.10 are as follows:
Table 2.10. Assessment of the survey subjects on the current status of directing the implementation of activities to foster school psychological counseling capacity for teachers in secondary schools in Mong Cai city, Quang Ninh province
STT
Content | Reviews | Total score |
| Rating | ||||||
Often through | Sometimes | Not included hour | ||||||||
Number quantity | % | Number quantity | % | Number quantity | % | |||||
1 | Directing the development of training content and programs TVTLHD capacity for teachers | 62 | 40.00 | 62 | 40.00 | 31 | 20.00 | 341 | 2.20 | 5 |
2 | Directing the implementation of internal training program according to plan | 78 | 50.32 | 70 | 45.16 | 7 | 4.52 | 381 | 2.46 | 3 |
3 | Direct the selection of training methods and forms to suit the practical situation | 93 | 60.00 | 54 | 34.84 | 8 | 5.16 | 395 | 2.55 | 1 |
4 | Directing the strengthening of the conditions to support the implementation of the training program | 62 | 40.00 | 31 | 20.00 | 62 | 40.00 | 310 | 2.00 | 7 |
5 | Directing to strengthen inter-sectoral coordination and participation of forces in the implementation process. training activities | 78 | 50.32 | 62 | 40.00 | 15 | 9.68 | 373 | 2.41 | 4 |
6 | Directing the implementation of the regime policy | 93 | 60.00 | 47 | 30.32 | 15 | 9.68 | 388 | 2.50 | 2 |
7 | Directing inspection work, teacher evaluation during and after training | 62 | 40.00 | 54 | 34.84 | 39 | 25.16 | 333 | 2.15 | 6 |
| 2.32 | |||||||||
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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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Comments on table 2.10:
Table 2.10 shows: According to the assessment of the survey subjects, the direction of the Principal on training the capacity of school psychological counseling for teachers in secondary schools in Mong Cai city, Quang Ninh province achieved an average assessment level
= 2.32). However, the different assessment scores in the table in different contents are different. Specifically:
The contents with high implementation level include contents number 2,3,5,6 (with
= 2.46;
= 2.55;
= 2.41;
= 2.50); in which content 2 has 50.32% of opinions rated as regular; content 3 has 60% of opinions rated as regular; content 5 has 50.32% of opinions rated as regular and content 6 has 60% of opinions rated as regular. Through discussion and research, we know that:
The reason for such high evaluation results is that the Principal promptly directed training activities that are suitable between the practical conditions of the school's teacher training needs and the TVTLHĐ training programs of the Ministry, Department, and Department of Education and Training. In addition, through observations and discussions with a number of teachers, we learned that the majority of teachers said that they had been guided and directed by the Principal in TVTLHĐ capacity training activities. Specifically, when interviewing teacher Nguyen Hoa H - Binh Ngoc Secondary School, we learned that " Teachers are always closely directed by the Principal to use training forms that are suitable for teachers' capacity and students' ages. Teachers are informed through official documents, so they understand the guidance activities ."
The contents with low implementation levels include contents 1,4,7 (with
= 2.20;
= 2.00;
= 2.15); in which content 1 has 40% of assessments at the normal level.
regularly; content 4 has 40% of comments as regularly; content 7 has 40% of comments as regularly. To find out the cause of this problem, we discussed, talked, and interviewed a number of teachers and managers at the
The school and learned: The reason for the average evaluation results is that the Principal directed the development of a general program, the inspection and evaluation did not closely direct the assignment of tasks to each authorized manager, key teachers; the conditions of classrooms, practice rooms, and computer rooms are not yet guaranteed, so the level of achievement is low. When interviewing teacher Tran Minh L - Hoa Lac Secondary School, we learned more "We really want the school to ensure the scale of TVTLHĐ training activities, especially the limited facilities, small classrooms for group discussions are difficult, the form of distance training is limited because the computer rooms are few and not guaranteed". In managing school psychological counseling activities for students, the Principals of secondary schools in Mong Cai city have only begun to promote their leadership role in the activities. However, the leadership role has not been demonstrated comprehensively, there are still limitations in both the level and effectiveness of implementation. This will affect the organization, implementation, and management of school psychological counseling activities in carrying out the contents and tasks, mobilizing and combining resources, maintaining resources, urging, and inspecting school psychological counseling activities.
Thus, the work of directing the implementation of activities to foster the capacity of school psychological counseling for teachers in secondary schools in Mong Cai city, Quang Ninh province has been directed by the Principal, however, this activity is not good in some stages, the direction is sometimes not synchronous, the coordination between departments is sometimes not flexible.
2.4.4. Current status of testing and evaluating activities to foster school psychological counseling capacity for teachers in secondary schools in Mong Cai city, Quang Ninh province
To survey the current status of testing and evaluating the training activities for school psychological counseling capacity for teachers in secondary schools in Mong Cai city, Quang Ninh province, we conducted a survey with question number 7 (Appendix 1). The evaluation results are in Table 2.11:
Table 2.11. Assessment of the survey subjects on the current status of testing and evaluating activities to foster school psychological counseling capacity for teachers in secondary schools in Mong Cai city, Quang Ninh province
STT
Content | Reviews | Total score |
| Rating | ||||||
Often through | Sometimes | Not included hour | ||||||||
Number quantity | % | Number quantity | % | Number quantity | % | |||||
1 | Building control criteria check, evaluate clearly | 79 | 50.97 | 62 | 40.00 | 14 | 9.03 | 375 | 2.42 | 1 |
2 | Choose appropriate forms of testing that can easily determine the level of completion against the criteria. set out | 78 | 50.32 | 54 | 34.84 | 23 | 14.84 | 365 | 2.35 | 3 |
3 | Regularly conduct inspection and evaluation activities according to the training process | 60 | 38.71 | 70 | 45.16 | 25 | 16.13 | 345 | 2.23 | 6 |
4 | Monitor and supervise activities TVTLHD movement to collect information and evidence | 76 | 49.03 | 47 | 30.32 | 32 | 20.65 | 354 | 2.28 | 4 |
5 | Use assessment results to adjust training content in a positive and situational manner. practical form | 90 | 58.06 | 39 | 25.16 | 26 | 16.77 | 374 | 2.41 | 2 |
6 | Summarize and draw lessons from each stage to promptly adjust TVTLHĐ activities. effectively | 68 | 43.87 | 62 | 40.00 | 25 | 16.13 | 353 | 2.28 | 5 |
| 2.33 | |||||||||
Comments on table 2.11:
Table 2.11 shows: According to the assessment of the survey subjects, the implementation of the inspection and assessment by the Principal on training the capacity of school psychological counseling for teachers at secondary schools in Mong Cai city, Quang Ninh province
average
= 2.33). However, the different evaluation scores in the table for different contents are different. Specifically:
The contents with high implementation levels include contents 1, 2, 5 (with
= 2.42;
= 2.35;
= 2.41); in which content 1 has 50.97% of opinions rated as regular; content 2 has 50.32% of opinions rated as regular; content 5 has 58.06% of opinions rated as regular. Learning about this issue, we learned that the reason for such high evaluation results is because the Principal has built very clear and logical evaluation and testing criteria from the beginning of the school year; in addition, the training results are the basis for the Principal to adjust the TVTLHĐ training content appropriately; the testing forms combine both periodic and ad hoc so that the training work for teachers can be controlled.
The contents with average implementation level include contents 3, 4, 6 (with
= 2.25;
= 2.28;
= 2.23); in which content 3 has 38.71% of opinions rated as regular; content 4 has 49.03% of opinions rated as regular; content 6 has 43.87% of opinions rated as regular. Through investigating the cause of the above problem, we know that the reason why the results of these stages are implemented at an average level is because every year the Principal has a lot of work at the end of the school year, the Principal directs the professional team to report on the training activities of teachers without directly evaluating each individual in the meetings, so the evaluation has not been done well to gain experience for the next training sessions. When interviewing teacher Nguyen Thi L - Ka Long Secondary School, we learned more : "Teachers are inspected and evaluated for training activities through the Head of the Professional Group, we make reports on results, submit evidence of training activities, besides, the general meeting with the direction of the Principal to draw experience is not carried out regularly because at the end of the year, both teachers and the school have semester exams and year-end summary, it is difficult to arrange time".
Thus, it is necessary to have appropriate and practical measures to evaluate the results of teacher training, ensuring feasibility so that the training of TVTLHĐ capacity for teachers can be highly effective.
2.4. Factors affecting the management of training in school psychological counseling capacity for teachers in secondary schools in Mong Cai city, Quang Ninh province
To survey the factors affecting the management of training in school psychological counseling capacity for teachers in secondary schools in Mong Cai city, Quang Ninh province, we conducted a survey with question number 8 (Appendix 1).
The results are shown in table 2.12 as follows:
Table 2.12. Survey respondents' assessment of factors affecting the management of training in school psychological counseling capacity for teachers in secondary schools in Mong Cai City, Quang Ninh Province
STT
Content | Reviews | Total score |
| Rating | ||||||
Very photo enjoy | Affect | No photo enjoy | ||||||||
Number quantity | % | Number quantity | % | Number quantity | % | |||||
1 | Economic development conditions - local society | 70 | 45.16 | 62 | 40.00 | 23 | 14.84 | 357 | 2.30 | 6 |
2 | Qualities and abilities of teachers performing the work TVTLHD | 116 | 74.84 | 39 | 25.16 | 0 | 0.00 | 426 | 2.75 | 2 |
3 | Conditions on facilities and teaching equipment training activities | 93 | 60.00 | 54 | 34.84 | 8 | 5.16 | 395 | 2.55 | 5 |
4 | Regime and policies for teachers performing the work TVTLHD in secondary school | 109 | 70.32 | 46 | 29.68 | 0 | 0.00 | 419 | 2.70 | 3 |
5 | Management capacity of the School Chief | 132 | 85.16 | 23 | 14.84 | 0 | 0.00 | 442 | 2.85 | 1 |
6 | The need for training Teachers carry out TVTLHĐ work | 110 | 70.97 | 39 | 25.16 | 6 | 3.87 | 414 | 2.67 | 4 |
Comments on table 2.9:
Table 2.9 shows: The survey subjects' assessment of factors affecting the management of training in school psychological counseling capacity for teachers in specific secondary schools:
The factors at a very influential level are factors 2,3,4,5,6 (with
= 2.75; with
= 2.55;
= 2.70;
= 2.85;
= 2.67); in which content 2 has 74.84%
rated as very influential; content 3 has 48.39% of opinions rated as very influential; content 4 has 70.97% of opinions rated as very influential; content 5 has 66.45% rated as very influential; content 6 has 48.39% of opinions rated as very influential. Through conversations and discussions with a number of teachers, we learned that the reason these results are all rated as very influential is because managers and teachers highly value subjective factors, "human" factors. Because when there is correct awareness plus good management capacity, professional qualifications and teachers' capacity meet the requirements, it will affect the remaining factors affecting the quality of training activities. When interviewing teacher Nguyen Thi H - Hai Xuan Secondary School, she said "Teachers need Principals to have full awareness of teacher training management in general and TVTLHĐ capacity development in particular, therefore, when making management decisions in general and TVTLHĐ capacity development activities in particular, managers pay special attention to the training needs of teachers"
The influential factor is factor number 1 (with
= 2.30), in which only 45.16% of opinions are considered very influential; 40% of opinions are considered influential and 14.84% of opinions are considered not influential. Mong Cai city is one of four cities in Quang Ninh province with quite stable socio-economic conditions, so investing in education is not too difficult, especially in training, the need for funding for TVTLHĐ training activities always needs to be mobilized. To evaluate the quality of training activities, this factor holds a positive influence position.
2.5. General assessment of TVTLHĐ capacity development management for teachers in secondary schools in Mong Cai city, Quang Ninh province
2.4.1. Advantages
* On the activity of fostering school psychological counseling capacity for teachers in secondary schools in Mong Cai city, Quang Ninh province
- School managers and teachers have recognized the importance and promoted the role of TVTLHĐ activities in schools. There is direction from the Party Committee and the Board of Directors to proactively develop educational plans that integrate TVTLHĐ content.




![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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