seriously so that students can correctly identify their learning tasks at school to help them become good children, good students, useful in the family, and useful to society. Therefore, the work of managing and educating students' learning activities needs to be organized and implemented more effectively.
2.3.4. Current status of management of teaching support activities of school principals
2.3.4.1. Current status of the number of measures to manage teaching support activities implemented by principals at secondary schools in Uong Bi city
In order to motivate teachers and students in the emulation movement "Teach well - Learn well", the Principal has directed the implementation of a number of measures to support teaching and learning activities in schools.
To survey the current status of the number of measures to manage other activities supporting teaching activities in secondary schools in Uong Bi city, we surveyed 12 managers and 60 teachers using questionnaires with the following results:
Table 2.20: Evaluation results of teachers and staff of secondary schools on the number of measures implemented to manage activities supporting teaching activities
TT
QL measures | Perform ( %) | ||||
CBQL | GV | ||||
Have | Are not | Have | Are not | ||
1 | Directing teachers and staff to innovate management work to improve quality of teaching | 100 | 0 | 100 | 0 |
2 | Directing teachers and staff to actively advise on building national standard secondary schools, building facilities, and purchasing equipment. Purchase modern and synchronous DH equipment. | 100 | 0 | 100 | 0 |
3 | Manage the coordination of educational forces well. in educating students' spirit, motivation, learning attitude and managing students' learning discipline well. | 100 | 0 | 86.7 | 13.3 |
4 | Regularly organize training to improve qualifications skills for teachers | 100 | 0 | 100 | 0 |
5 | Manage the organization and activities of professional groups, Improve the quality of professional group meetings | 100 | 0 | 100 | 0 |
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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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Current Status of Applying Multiple Intelligence Theory in Teaching History at Olympia Inter-level High School -
Current Status of Organizing and Implementing Training on Teaching Capacity According to Stem Education Orientation for High School Teachers -
Current Status of Teaching Staff of Inspectorate Cadre School. -
Analysis of Current Data on the Implementation of the Project for Developing a Primary School with 2 Sessions/Day Teaching in Primary Schools

Result:
100% of school managers answered that they used it.
For teachers, 13.3% of respondents have not implemented the measure "Managing the coordination of educational forces in educating students' spirit, motivation, and learning attitudes and managing students' learning habits" . During the survey, we interviewed and all the interviewees agreed that the above measures are very necessary to support and improve the effectiveness of teaching and learning activities.
Thus, the school has actively used management measures for some professional activities to support teaching and learning activities. However, some measures are not implemented regularly or are not effective, so some teachers asked do not know. Therefore, the measures that are not implemented regularly need to be better directed.
2.3.4.2. Current status of the quality of management of teaching support activities implemented by principals at secondary schools in Uong Bi city
To assess the current status of the quality of implementation of the management of teaching support activities of the HT in secondary schools in Uong Bi city. We conducted a survey using a questionnaire with 3 levels of closed questions: Good, Normal, Not good for 72 teachers and staff in secondary schools. Each answer of Good is counted as 3 points, Normal is 2 points, Not good is 1 point. The survey results are as follows:
Table 2.21: Evaluation results of teachers and staff of secondary schools on the quality of implementing management measures for activities supporting teaching and learning activities
TT
Management measures | Number of people ask | Quality perform | Total score | X | Rank | |||
Good | Jar often | Not yet Good | ||||||
1 | Directing teachers and staff to innovate management to improve teaching quality. | 72 | 35 | 22 | 15 | 164 | 2.28 | 3 |
2 | Directing teachers and staff to actively advise on building national standard secondary schools, building facilities, and purchasing equipment. Modern, synchronous DH | 72 | 29 | 25 | 18 | 155 | 2.15 | 4 |
3 | Management of coordination work between educational forces in educating students' spirit, motivation, and learning attitude and management good study habits of students | 72 | 40 | 20 | 12 | 172 | 2.39 | 2 |
4 | Regularly organize training to improve manual skills profession for teachers | 72 | 26 | 28 | 18 | 142 | 1.97 | 5 |
5 | Manage the organization and routine of professional groups and teams, improve the quality of group meetings, professional group | 72 | 46 | 18 | 8 | 182 | 2.53 | 1 |
Total | 815 | 2.26 | ||||||
Comment:
The quality of management of professional activities supporting teaching and learning activities of secondary school teachers is assessed as being implemented at a normal level with an average score of X = 2.26, in which the best implementation measure is "Managing the discipline of professional groups and teams, improving the quality of professional group and team meetings" with an average score of X = 2.53 (ranked 1).
The remaining measures were all assessed as being implemented at a normal level with an average score from 1.97 to 2.39. The measure assessed as being implemented at the weakest level was "Regularly organizing training to improve teachers' professional skills " , with an average score of X = 1.97, ranked 5th.
Innovation in management work is one of the key tasks of recent school years. The education sector has directed each school to actively innovate management work to improve the overall quality of education, especially the quality of teaching. However, there are still many shortcomings in management work in schools. Senior managers mainly manage by experience and are afraid of change. Young managers lack management experience and their management and direction effectiveness is not high. Therefore, education management levels need to pay more attention to measures to train school managers, especially professional training before and after appointment.
Besides, many schools still have difficulties in having inadequate or degraded teaching equipment, and purchasing modern equipment such as projectors, computers, etc. is still difficult due to lack of funds.
The socialization of education in creating a favorable environment for students to study, in participating in the management of students' learning habits in Uong Bi city has now had certain successes. All communes, wards and some villages, residential areas, and clans have established a scholarship fund to reward students with high academic achievements. Many localities have built a competitive movement among families investing in their children's education, considering their children's academic achievements, especially being admitted to university, as the honor and pride of the family and clan. However, the construction of a healthy environment for student education is still limited. Around some schools, there are many Billiard, Electronic, and Internet shops that affect students' learning. The coordination between schools and party committees, authorities, and mass organizations in the management of students' learning habits is still limited, the situation of students being too busy playing and dropping out of school is present in every locality.
Schools have actively implemented measures to improve the capacity of teachers. There are many high-quality measures, but there are also some that are not implemented well. Interviewing some managers, we learned that measures to improve IT knowledge and computer skills of managers and teachers are still limited, especially training for managers and teachers with many years of experience. Every year, schools have plans to invest in building computer classrooms, instructing teachers to self-study IT, and instructing them to prepare lessons on computers. Most young teachers self-study and quickly approach it, but managers and teachers aged 40 and over still have difficulty accessing IT knowledge and applying IT software to management and teaching.
Recognizing the role of professional groups in improving the quality of teaching activities in schools, each school year, schools have carried out the work of perfecting the organization of professional groups, training professional group leaders and managers on the functions, roles and tasks of professional groups as stipulated in the charter of secondary schools, innovating and improving the quality of professional activities, so professional activities in all schools such as teaching conferences, writing experience initiatives... are organized and maintained annually as emulation movements among the city's teaching staff. However, the quality of professional group activities in some units is still limited, some professional group leaders are old so they are afraid of innovation, afraid of collision, some principals have not paid due attention to the role of professional groups, many professional activities are mainly meetings for review and review, with little attention to discussion and exchange on expertise.
2.4. Successes, limitations and causes in the management of teaching activities according to the VNEN model by principals of secondary schools in Uong Bi city, Quang Ninh province
2.4.1. Successes and causes
2.4.1.1. Successes
- Principals of Uong Bi city secondary schools have implemented a system of synchronous measures to manage teaching activities for secondary school teachers.
The method has affected all elements of the teaching process, making teaching activities of teachers and students more disciplined and teaching quality improved.
- The Principals of Secondary Schools all have a correct understanding of the necessity of measures to manage teaching activities in secondary schools and seriously implement the proposed management measures.
2.4.1.2. Reasons for success
Through practical research of survey results and direct discussions with managers and teachers in schools, we can point out the following main reasons:
- Management of the Department of Education and Training of Uong Bi city:
The Department of Education and Training has a team of leaders and experts who are united, have solid professional qualifications, are dedicated to the cause of education and training, and are prestigious with schools and the people.
The direction, inspection and supervision of the Department of Education and Training on the management of teaching activities of the school has had many positive measures to improve the capacity of the management staff, improve the professional skills of teachers, teaching methods and supplement knowledge to serve the work of teaching innovation, educational innovation in secondary schools. The Department of Education and Training has also paid attention to the professional guidance for schools and supported teaching facilities and equipment for some schools.
Leaders and experts of the Department of Education and Training always improve their own management capacity by actively participating in management training courses, studying documents, learning management experiences from other units; listening to opinions of managers, teachers, students and parents to adjust the limitations in management work, especially in management of teaching activities.
The Department of Education and Training has paid attention to fully implementing policies for managers and teachers; directed the good implementation of democratic regulations in schools;
Center for training of managers and teachers in schools on political qualities and improving professional qualifications.
- Management and teaching staff:
Uong Bi City Secondary Schools have a team of enthusiastic, responsible managers with solid management qualifications and prestige among teachers. They are an extension of the Department of Education and Training in management work down to schools.
Uong Bi City Secondary Schools have a team of enthusiastic, united, dedicated teachers. Many teachers have high professional qualifications, pedagogical experience, and a will to improve.
In general, the teaching staff has a high sense of responsibility and is serious in implementing measures to manage teaching activities for teachers.
2.4.2. Limitations and causes
2.4.2.1. Limitations
- Although the system of measures to manage teaching activities of secondary schools in Uong Bi city has been implemented quite synchronously and richly, in general the quality of implementation is not high, only reaching the average level.
- Not regularly checking and monitoring the situation of lesson preparation, building professional records; implementing programs, evaluating teaching results. Teachers and principals still lack management measures to improve the capacity of the teaching staff within the scope of schools in the city.
- Measures to control
work
Management of facilities and equipment of the University
regularly but not very effective. Investment in building standard subject classrooms and multi-purpose classrooms is still slow, teachers' exploitation of existing equipment and supplies is still limited.
- Work
knife
Innovation in teaching methods has achieved some results.
Initially, it was still a movement, not regular and continuous, did not set out requirements for innovation for each type of lesson, each student group, the form of learning organization was not diverse, and the effectiveness was not high.
Coordination of education between school, family and society has not received due attention.
level. Socialization work only focuses on mobilizing contributions from parents of students, paying little attention to discussing educational methods and teaching.
- Inspection and professional examination work in schools to classify, assist teachers, provide training and detect deviations in the implementation of teachers' professional work is not regular and commensurate with practical requirements.
- The management of activities to foster students' self-study ability is still limited and has not been effective.
attracted a large number of teachers and students to participate, a striving in learning.
number of students are not active and self-conscious
- Application of information technology in teaching and learning management is not really effective.
2.4.2.2. Causes of limitations
The requirements for school managers are increasingly high, but the policies and regulations are slow to adjust and are not really reasonable; the number of jobs is large, the scope of management is wide, requiring them to have relatively high management and professional qualifications, but the treatment is limited, so transferring good managers and teachers from one school to another is very difficult.
Because school managers carry out school management work based on their own experience and that of their colleagues, which they have drawn and summarized in school management practice, they do not fully understand the scientific theory of management and management methods, so the management efficiency is not high, especially in the management of teaching activities, and the use of management measures is not consistent.
The awareness of the teaching staff about their position and role in the new period is not high, so the implementation of measures to manage teaching activities for teachers is still limited, especially in innovating teaching methods.
Although the team is sufficient in quantity, its structure is not uniform, lacks variety, quality is not strong, and lacks key staff.

![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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