The teacher must have deep professional knowledge, solid skills, know how to behave delicately, know how to orient the development of students according to the educational and training goals but also must ensure the freedom of students in cognitive activities. In addition, teachers must always improve their professional qualifications, update new knowledge. In particular, teachers must be people with exemplary moral character for students to follow.
The reality is that in primary schools, many teachers are afraid of difficulties and changes. Therefore, the innovation of teaching methods for Ethics in primary schools has not been very effective.
Chapter 1 Summary
Innovation in education and teaching is inevitable and urgent for education to truly go ahead, to anticipate and serve the cause of industrialization and modernization, to fight against backwardness, and to fulfill the role of "the leading national policy" of education and training. Therefore, managing innovation in teaching methods in general and managing innovation in teaching methods of Ethics in particular is a very important issue in the current period.
Innovation in teaching methods of Ethics is innovation in methods, means and forms of implementing teaching methods of Ethics from passive teaching to active teaching to promote students' learning activities.
Managing the innovation of teaching methods of Ethics is the impact of the management subject on the process of implementing innovation of teaching methods of Ethics by teachers to achieve the goals and tasks of teaching Ethics to build moral awareness including knowledge and moral beliefs, foster moral feelings and form moral behaviors and habits for students. On that basis, form for students the important moral qualities of Vietnamese citizens.
In chapter 1, the author systematizes the management of innovation in teaching methods of Ethics including:
- Plan to innovate teaching methods for Ethics.
- Organize the implementation of the plan to innovate teaching methods for the subject of Ethics.
- Directing the implementation of the plan to innovate teaching methods for Ethics.
- Check and evaluate the results of implementing innovation in teaching methods of Ethics.
This is the theoretical basis for the author to survey the current status of management and innovation in teaching methods of Ethics in chapter 2.
Chapter 2. CURRENT STATUS OF MANAGEMENT OF INNOVATION IN TEACHING ETHICS METHODS IN PRIMARY SCHOOLS IN DISTRICT 12, HO CHI MINH CITY
2.1. Overview of the socio-economic situation and primary education of District 12, Ho Chi Minh City
2.1.1. Socio-economic situation in District 12, Ho Chi Minh City
District 12 was established on January 6, 1997 on the basis of separating the entire area and population of 5 communes of Hoc Mon district. District 12 is a district located in the northwest of Ho Chi Minh City, along National Highway 1A, which is a quite important traffic gateway of the city connecting with the provinces of the Southeast. District 12 has an area of 53 square kilometers, 11 wards with a population of 520,175 people.
District 12 has a favorable infrastructure for socio-economic development with a road system of Truong Chinh Street, a 10-lane avenue connecting Tan Binh District to the Northwest gateway of the city, along with provincial roads 9, 12, 14, 15, 16 and quite dense rural roads, creating a convenient traffic system for travel and transport of goods, contributing to attracting investment capital, developing more companies, warehouses, transit stations, shopping centers, ... making the face of District 12 quickly change.
After 20 years of construction and development, the economic structure has shifted in the right direction of service - industry - agriculture. The economic growth rate of District 12 is 20.44% on average annually; budget revenue has increased continuously with 2,004 billion VND/year, reaching 147.89% of the annual ordinance estimate.
The Department of Education and Training of District 12 manages preschool, primary and secondary education facilities under the professional direction of the Department of Education and Training of Ho Chi Minh City.
2.1.2. Primary education situation in District 12, Ho Chi Minh City
a. General overview of public primary schools in District 12, Ho Chi Minh City
In the 2018-2019 school year, District 12 has the following school sizes:
STT
Level of education | Unit TS | TS pupil | CBQL | GV | |
1 | Kindergarten | 337 | 29,870 | 163 | 1094 |
2 | Elementary | 23 | 43,480 | 63 | 1200 |
3 | Secondary School | 13 | 25,584 | 37 | 1002 |
4 | Vocational Training Center | 2 | 1692 | 04 | 36 |
5 | Total | 375 | 100,626 | 267 | 3332 |
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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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( Source: 2018-2019 school year summary report of District 12 Department of Education and Training )
There are 23 primary schools with a total of 43,932 students, of which 22.5% study 2 sessions a day.
There is 01 Nguyen Khuyen Primary School that meets national standards level 1; there is 01 Vo Thi Sau Primary School that meets modern advanced standards.
Regarding education quality assessment: 09 schools have been assessed for education quality.
Teacher qualifications: 100% of teachers meet or exceed standards.
b. Advantages
The Education sector has always received close and timely attention and direction from the Department of Education and Training of Ho Chi Minh City, the leaders of the District Party Committee and the People's Committee of District 12.
The staff, teachers and employees have a sense of responsibility, their professional qualifications are increasingly higher than the standard, most teachers are dedicated to their profession and strive to learn and practice in their work.
The application of information technology in management and teaching is increasingly being implemented, bringing practical results in teaching in the District.
c. Difficulty
Schools are still not enough to meet the learning needs of the people's children in the district due to the rapid population growth, although the development of the school and classroom network has always received attention and investment in new construction.
The number of students in a class is too high (nearly 50 students/class). The number of students studying 2 sessions/day is low (22.5%), which has greatly affected the innovation of teaching methods and improving the quality of education.
2.2. Survey organization
2.2.1. Survey objectives
The survey collected opinions from managers and teachers to determine the current status of innovation in teaching methods of Ethics in primary schools in District 12, Ho Chi Minh City. At the same time, it surveyed the opinions of managers and teachers on the feasibility of proposed solutions to manage innovation in teaching methods of Ethics in primary schools to meet current educational requirements.
2.2.2. Survey subjects and locations
The survey subjects included 81 managers (principals, vice principals, heads of professional groups) and 297 teachers of 10 primary schools in District 12.
2.2.3. Survey content
The author surveys the current status of management of innovation in teaching methods of Ethics in primary schools with the following main contents:
-The current status of innovation in teaching methods of Ethics by teachers (by questionnaire).
-The current status of management and innovation in teaching methods of Ethics by managers (by questionnaire).
2.2.4. Survey tools
- Opinion poll for managers and teachers (Appendix 1 and Appendix 2).
- Interview minutes for managers and teachers (appendix 3).
2.2.5. Survey method and result processing
Questionnaire survey method : This is the main method of the topic. The author used a survey form on 297 teachers and 81 managers (principals, vice-principals, heads of professional groups) of 10 primary schools in District 12.
Table 2.1. Description of the number of surveyed managers and teachers
School name
Position | Total | |||||
GV | Head of Department | Vice Principal | Principal | |||
1 | Nguyen Khuyen | 20 | 3 | 2 | 1 | 26 |
2 | Nguyen Thi Minh Khai | 25 | 5 | 2 | 1 | 33 |
3 | Le Van Tho | 61 | 6 | 2 | 0 | 69 |
4 | Tran Quang Co | 36 | 5 | 2 | 1 | 44 |
5 | Nguyen Thai Binh | 32 | 7 | 2 | 0 | 41 |
6 | Thuan Kieu | 20 | 7 | 2 | 1 | 30 |
7 | Spring | 28 | 6 | 2 | 1 | 37 |
8 | Nguyen Trai | 33 | 5 | 2 | 1 | 41 |
9 | Tran Van On | 24 | 5 | 2 | 1 | 32 |
10 | Quang Trung | 18 | 5 | 1 | 1 | 25 |
Total | 297 | 54 | 19 | 8 | 378 | |

Figure 2.1. Chart of the number of schools with managers and teachers participating in the survey
To obtain enough survey questionnaires, the author conducted the survey directly.
The survey was processed on SPSS 20.0 software.
Conventional scale used in questionnaires for managers and teachers. Statistics on the number of survey samples at 10 primary schools in the area
District 12.
* Data processing method
About the average score:
- Scores are converted on a 5-point scale corresponding to the levels.
- The lowest score is 1, the highest is 5, the scale is divided into 5 levels as follows:
Midpoint
jar
Level Agree | Level perform | Result perform | Level impact | |
1 ≤ GPA < 1.8 | Completely disagree | Very not frequent | Very weak | No photo enjoy |
1.8 ≤ GPA < 2.6 | Disagree | Not often through | Weak | Affect little |
2.6 ≤ GPA < 3.4 | Neutral | Normal | Medium | Medium |
3.4 ≤ GPA < 4.2 | Agree | Frequent | Good | Affect much |
4.2 ≤ GPA ≤ 5 | Completely Agree | Very often through | Very good | Affect so many |
In terms of necessity and feasibility, the score is converted to a 3-point scale corresponding to the levels: Not necessary/Not feasible has a value of 1.
Necessary/Feasible has a value of 2.
Highly necessary/Very feasible has a value of 3.
The lowest score is 1, the highest is 3, dividing the scale into 3 levels as follows:
Average score
Level of need | Feasibility | |
1 ≤ GPA < 1.7 | Unnecessary | Not feasible |
1.7 ≤ GPA < 2.4 | Necessary | Possible |
2.4 ≤ GPA ≤ 3 | Very necessary | Very possible |
2.3. Current status of innovation in teaching methods of Ethics in primary schools in District 12, Ho Chi Minh City
2.3.1. Current awareness of managers and teachers about innovation in teaching methods of Ethics
a. Awareness of the purpose of innovating teaching methods of Ethics
To learn about the purpose of innovating teaching methods for Ethics in primary schools in District 12, the author conducted a survey of managers and teachers, the results are shown in the table below: Table 2.2. Perception of the purpose of innovating teaching methods for Ethics
Purpose
CBQL | GV | |||||
Average | DLC | Rank step | Average | DLC | Rank step | |
1. Maximize positivity and initiative student activity and creativity | 4.35 | 0.77 | 2 | 4.12 | 0.77 | 4 |
2. Promote teamwork ability of HS. | 4.26 | 0.67 | 4 | 4.2 | 0.67 | 3 |
3. Students' knowledge is expanded and enriched. wealth comes from many sources | 4.35 | 0.67 | 2 | 4.22 | 0.67 | 2 |
4. Improve the quality of teaching subjects Ethics meets the requirements of current teaching innovation. | 4.36 | 0.73 | 1 | 4.23 | 0.73 | 1 |
5. Implement teaching in the direction of integrated | 4.33 | 0.67 | 3 | 4.22 | 0.67 | 2 |
Average | 4.33 | 4.19 | ||||





![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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