reviews of the ceramic products you have made, reviews of your answers in competitions, ...). Therefore, there is not enough data to process and analyze the results promptly and accurately.
Providing feedback to stakeholders to adjust KNS education activities through experiential activities is still a formality.
2.3.3.5. Current status of factors affecting the management of life skills education for students through experiential activities at secondary schools in Gia Binh district, Bac Ninh province
We built question number 13 in appendix 1 to survey the opinions of managers and teachers on factors affecting the management of KNS education through experiential activities at secondary schools in Gia Binh district, Bac Ninh province. The results are shown in the following table:
Table 2.13. Opinions of managers and teachers on factors affecting the management of life skills education for students through experiential activities
TT
Influencing factors | KTKS | Average | |
1 | Perception of educational forces inside and outside school | CBQL | 3.95 |
GV | 3.89 | ||
2 | Principal's Management Capacity | CBQL | 4.00 |
GV | 3.58 | ||
3 | The ability of the organizer of the experiential activity for pupil | CBQL | 4.00 |
GV | 3.80 | ||
4 | Coordination between educational forces inside and outside the school in organizing experiential activities test | CBQL | 3.70 |
GV | 3.67 | ||
5 | Facilities, technical and financial conditions for activities dynamic experience | CBQL | 2.67 |
GV | 3.05 |
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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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Current status of career guidance education management in high schools in District 1, Ho Chi Minh City - 12 -
Factors Affecting the Training Activities to Improve State Administrative Management Capacity for Secondary School Principals of the Department of Education -

Looking at the survey results, most opinions agree that cognitive factors and capacity of managers and teachers have a great influence on the quality of educational management.
education of life skills through experiential activities (Manager: 3.66; Teacher: 3.60). We found that schools have basically met the requirements for organizing experiential activities for students, but only at a relative level. Among the above factors, the most influential are the management, organization, and leadership capacity of the Principal, the capacity of the experiential activity organizer (Teacher), followed by the coordination between educational forces inside and outside the school in organizing life skills education through experiential activities for students. The most limited are the conditions of facilities, technology, and finance for experiential activities..., this is also a factor that needs attention in management activities.
Interviewed some managers and teachers to learn more about the above situation:
Principal of Xuan Lai Secondary School: Mobilizing resources outside the school in the process of organizing life skills education and experiential activities has been done, but only focused on contents such as: visiting historical sites, supporting students to participate in science and technology experiential activities, visiting traditional craft villages. Organizing forums, exchanges, etc. has not yet mobilized many external resources to implement.
Teacher of Quynh Phu Secondary School: Currently, the space in the school ensures common activities for students throughout the school. The school does not have a roof for the yard or a multi-purpose hall, so large-scale out-of-class activities within the school depend on weather conditions. The yard area does not meet the required standards, so the number of people participating in the activities is limited.
In summary, to improve the quality of KNS education management through experiential activities, school leaders need to continue to develop plans to propose coordination of facilities with external forces in each activity content. As well as request competent authorities to continue to invest in school infrastructure to better serve educational activities.
2.4. General assessment of the current status of life skills education management for students
students through experiential activities at secondary schools in Gia Binh district, Bac Ninh province
2.4.1. Advantages
In general, the team of managers and teachers have initially recognized the orientations for innovation in secondary education in the spirit of Resolution 29/TW on Fundamental and Comprehensive Innovation in Education; recognized some basic characteristics of experiential activities in the 2018 general education program.
Depending on the characteristics of the situation and actual conditions of each school, there have been appropriate life skills education activities, attracting the participation of students. The management of life skills education through experiential activities has also been implemented with attention. The leaders of Gia Binh district secondary schools, Bac Ninh province have had a general activity plan for each period, each month and each activity. The organization and direction work basically follows the plan and is flexible according to reality.
The school has also mobilized and coordinated with parents and mass organizations in organizing life skills education through experiential activities.
Ensure minimum facilities and gradually invest in basic equipment for educational activities.
The management measures of the leaders of Gia Binh secondary schools in Bac Ninh province have contributed significantly to improving the quality and effectiveness of life skills education through experiential activities for students.
2.5.2. Limitations and causes of limitations
Some managers and teachers do not have a deep understanding of the content of innovation in secondary education and the characteristics of experiential activities, so the content and form of organizing life skills education activities through experiential activities in secondary schools in Gia Binh district, Bac Ninh province are not diverse and not really suitable for the characteristics and needs of life skills education of students.
Organizing training seminars for teachers on KNS education capacity through experiential activities is not yet available or is integrated into other contents.
The content of training and implementing the program of experiential activities is limited in the process of planning and organizing each KNS education activity.
The implementation of management functions of principals of secondary schools in Gia Binh district, Bac Ninh province is not synchronized between planning, organizing, directing and evaluating performance results. Evaluation criteria are not clear, evaluation methods are not diverse, feedback is not timely, ... so there is no basis for adjusting the management and reception cycle.
The coordination of KNS education forces through experiential activities is not yet synchronous, so the full strength of each force in organizing this educational activity has not been fully utilized.
CONCLUSION OF CHAPTER 2
The survey results on the current status of awareness, the current status of life skills education through experiential activities, the current status of life skills education management through experiential activities in secondary schools in Gia Binh district, Bac Ninh province show that:
Teaching life skills to students through experiential activities has received attention from teachers and managers, demonstrated by their understanding of the basic issues in the trend of educational innovation and experiential activities.
Methods and forms of KNS education through experiential activities are implemented in a diverse and rich manner. Some active methods and forms are rarely used due to teachers' capacity and are less suitable for the content of the activities.
Management of KNS education through experiential activities in secondary schools in Gia Binh district, Bac Ninh province is assessed as Good, however, there is no uniformity in the implementation of management functions. Inspection and evaluation work is still limited in criteria, evaluation methods and information feedback. The mobilization of forces in organizing educational activities is not tight, so the efficiency is not high.
This is the practical basis for us to propose management measures to improve the quality of KNS education through experiential activities at secondary schools in Gia Binh district, Bac Ninh province.
Chapter 3
MEASURES TO MANAGE LIFE SKILLS EDUCATION FOR STUDENTS THROUGH EXPERIENTIAL ACTIVITIES IN SECONDARY SCHOOLS IN GIA BINH DISTRICT, BAC NINH PROVINCE TO MEET THE REQUIREMENTS OF EDUCATIONAL INNOVATION
3.1. Principles of proposing measures
3.1.1. Ensuring objectiveness
Objectives are important factors for activities, especially for educational management activities. They ensure that the process of activities goes in the right direction. Therefore, the management of KNS education through experiential activities must aim at the following objectives:
- Measures to manage educational activities must be implemented according to the goal of KNS education through experiential activities, which is to form and develop KNS for students. From the general goal of KNS education management through experiential activities, to design specific KNS goals.
- Measures must aim at forming and developing students' qualities and practical abilities in accordance with the objectives of the level of education, clearly expressed in the overall educational objectives, as well as the objectives of educational activities in secondary schools.
- Unification in perception and implementation of goals, while measures and forms of educational organization must be diversified to suit the characteristics and conditions of the locality and family.
3.1.2. Ensure systematicity
The proposed measures have a synchronous impact on the stages and elements of the process of managing KNS education through experiential activities, including awareness, directing activities, and impacting subjects, which must take place in a synchronous and systematic manner.
Students are the subjects of cognition, the subjects of educational activities in schools, so life skills education is through school experiential activities.
must ensure that all students participate. To ensure that these activities bring high results, homeroom teachers, subject teachers, Youth Union organizations, parents, and other political and social organizations are important and indispensable forces and need to be effectively coordinated in the process of educating life skills for students in schools.
In organizing life skills education activities through experiential activities, students play the role of the main subject of the activity, teachers are the ones who guide, solve and conclude problems, and other forces play the role of supporting the activities. Only then can life skills education activities go into depth and be sustainable.
3.1.3. Ensuring inheritance
Measures must ensure inheritance, respect for the past and history, and only change what is inadequate. At the same time, measures must also promote the potential of society. First of all, they must promote the self-awareness and educational capacity of the teaching staff to improve the capacity of the teaching staff, ensuring sustainable development.
Ensuring continuity in proposed management measures requires:
When proposing new measures, researchers must inherit the management measures that have been and are being implemented. The inheritance can be all the measures, can be the good points, the optimization of a measure to avoid complete negation and create new systems that are not based on the practice, the reality of the old measures.
Ensuring continuity when proposing management measures requires managers in directing management practices to see new management measures on the basis of the old management measures being implemented. Proposed measures must keep up with and be consistent with the reality of educational management in order to have new measures that are appropriate and close to reality.
3.1.4. Ensuring feasibility
To ensure the feasibility of managing KNS education through experiential activities for secondary school students, the proposed measures need to:
Proposed management measures must be close to the reality of education and educational management, and suitable to the actual circumstances and conditions of the school.
When developing management measures, it is necessary to ensure the scientific nature of the management process with specific and precise steps. The measures must be suitable to reality, widely implemented and continuously improved for further improvement.
The feasibility of proposed management measures is a necessary and sufficient condition in terms of methodological principles for the proposed management measures to have practical value and become reality in management.
3.2. Measures to manage life skills education for secondary school students in Gia Binh district, Bac Ninh province to meet the requirements of educational innovation
3.2.1. Measure 1: Raise awareness for managers and teachers about experiential activities and the need to manage life skills education for secondary school students through experiential activities.
* Objective of the measure
To help cadres, teachers and staff understand the trend of innovation in secondary education, the characteristics of experiential activities in the 2018 general education program, thereby realizing the role of life skills education through experiential activities in schools, the importance of life skills for students, and the benefits of creative experiences in training skills for students.
Correct awareness will create consensus and active participation in life skills education activities for students as well as support from families, the response of organizations, teachers, and professional groups. In order for life skills education activities to be implemented smoothly and effectively, it is necessary to have the consensus and support of organizations, organizations, officials, teachers, students, and parents. If we do a good job of disseminating the role of life skills education and life skills education activities for officials, teachers, and other educational forces, it will create a strong change in awareness, creating favorable conditions for effectively introducing life skills education content into secondary schools.
* Content and implementation
Propaganda content focuses on the purpose of creating change in



![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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