Table 3.3. Characteristics of psychological trauma in students
Types of stress
Quantity (n=142) | Proportion (%) | |
Parents beat and scold | 74 | 52.1 |
Teachers punish | 52 | 36.6 |
Bad score | 84 | 59.2 |
Being threatened by others | 30 | 21.1 |
Someone died | 23 | 16.2 |
Have a relative who is seriously ill | 25 | 17.6 |
Sick himself | 22 | 15.5 |
Brothers and sisters are addicted. | 10 | 7.0 |
Dad, mom are addicted | 16 | 11.3 |
Parents at odds | 24 | 16.9 |
Parents divorce | 14 | 9.9 |
Other stresses | 13 | 9.2 |
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- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in people's daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone company's network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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Comments: The psychological traumas related to studying account for the highest percentage: Getting bad grades: 59.2%; being beaten and scolded by parents due to poor academic performance: 52.1%; being punished by teachers: 36.6%. Traumas such as being threatened by others; having a relative die or become seriously ill; being sick yourself; parents being addicted or discordant also account for a relatively high percentage.
3.1.2. Current status of mental health care for students aged 6-15 in Thai Nguyen city
Table 3.4. Current status of communication on student health care for parents
Current situation
Quantity (n=419) | (%) | ||
Participate in CSSKTTTE communication sessions | 36 | 8.6 | |
Receive documents and leaflets about CSSKTTTE | 20 | 4.8 | |
Parents' sources of information on student health and safety | Through radio, television | 352 | 84.0 |
Through books and newspapers | 272 | 64.9 | |
Over the internet | 105 | 25.1 | |
Through the knowledge learned | 107 | 25.5 | |
Through friends and relatives | 243 | 58.0 | |
Through experience in raising children | 268 | 64.0 | |
From school health | 0 | 0 | |
From local health officials, | 77 | 18.4 | |
Comments: Only 8.6% of parents attended communication sessions on CSKTTTE; 4.8% of parents received documents and leaflets on CSSKTTTE. The top sources of information parents get from preventing RLTT & HV for students are from the mass media (84%), through experience in raising children (64%), through friends and relatives (58%). Knowledge from health workers accounts for only 18.4%.
Table 3.5. Parents' knowledge of students' mental health
Knowledge
Quantity (n=419) | Rate (%) | ||
Not knowing children can have mental health disorders | 129 | 30.8 | |
Know the names of mental-behavioral disorders in students | No known disorder name | 130 | 31.0 |
Only know the name of 1 disorder | 58 | 13.8 | |
Only know the names of 2 disorders | 36 | 8.6 | |
Only know the names of 3 disorders | 34 | 8.1 | |
Causes of mental health disorders in students | Cause unknown | 18 | 4.3 |
Do not assume that family environment can be the cause | 86 | 20.5 | |
Not assuming that adverse surroundings can be reason | 106 | 25.3 | |
Do not assume that adverse educational environments can be the cause | 196 | 46.8 | |
Consequence | Unaware of immediate consequences | 124 | 29.6 |
Unknown long term consequences | 126 | 30.1 | |
Comments: 30.8% of parents do not know that students can also have mental health disorders. Most parents cannot name or can only name 1 to 3 types of disorders (61.5%). 4.3% of parents do not know why their students have the disease. About 21 - 47% of parents do not know that factors in the living environment and education are the cause of mental health disorders in students. Over 29% of parents do not know about the immediate and long-term consequences of these disorders on students.
Table 3.6. KAP survey results of parents of students
Features
Number (n=419) | Rate (%) | ||
Knowledge | Good | 22 | 5.3 |
Medium | 71 | 16.9 | |
Least | 326 | 77.8 | |
Attitude | Good | 178 | 42.5 |
Not good | 241 | 57.5 | |
Practice | Good | 6 | 1.4 |
Not good | 413 | 98.6 |
Comment:
- Parents' knowledge of child health is mainly at a poor level (77.8%). Very few parents have good understanding of child health (5.3%).
- The attitude towards mental health of students' parents is at a poor level, accounting for a higher proportion (57.5%).
- The practice of child care of parents is mainly at a poor level (98.6%). The good level accounts for only 1.4%.
Table 3.7. Current status of propaganda and education on student health care for teachers
Current situation
Quantity (n=84) | Proportion (%) | ||
Participate in communication sessions on HS Social Security | 15 | 17.9 | |
Receive documents and leaflets about CSSKTTHS | 12 | 14.3 | |
Teachers' understanding of student learning outcomes is derived from a variety of sources. | Through radio, television | 75 | 89.3 |
Through books and newspapers | 73 | 86.9 | |
Over the internet | 41 | 48.8 | |
Through the knowledge learned | 16 | 19.0 | |
Through friends and relatives | 52 | 61.9 | |
Through experience in raising children | 60 | 71.4 | |
From medical staff | 18 | 21.4 | |
Comment: Only 17.9% of teachers attended communication sessions on student health care; 14.3% of teachers received propaganda documents and leaflets.
about CSSKTT. Most of teachers' knowledge about CSSKTT students comes from mass media (> 86%), through experience in raising children (71.4%), and through friends and relatives (61.9%). Knowledge from health workers accounts for only 21.4%.
Table 3.8. KAP survey results on teachers' mental health care for students
Features
Quantity (n=84) | Rate (%) | ||
Knowledge | Good | 0 | 0 |
Medium | 11 | 13.1 | |
Least | 73 | 86.9 | |
Attitude | Good | 37 | 44.0 |
Not good | 47 | 56.0 | |
Practice | Good | 13 | 15.5 |
Not good | 71 | 84.5 |
Comment:
- Teachers' knowledge of students' mental health is mainly at a poor level (86.9%). There are no teachers with good knowledge of students' mental health.
- Teachers' attitudes towards student health care are good at 44.0% and not good at 56.0%.
- Teachers' practice of student health care is mainly at a poor level (84.5%). The good level accounts for only 15.5%.
3.1.3. Some factors related to mental and behavioral disorders in children
Sick Factors | sick | No disease | 2 , p | |||
SL | % | SL | % | |||
Year old | 6-11 years old | 98 | 6.0 | 1540 | 94.0 | 2 = 24 P < 0.01 |
12-15 years old | 135 | 11.1 | 1077 | 88.9 | ||
Gender | Male | 127 | 8.9 | 1306 | 91.1 | 2 = 1.8 p > 0.05 |
Female | 106 | 7.5 | 1311 | 92.5 | ||
Nation | Minority | 35 | 7.8 | 416 | 92.2 | 2 = 0.1 p > 0.05 |
Terrible | 198 | 8.3 | 2201 | 91.7 | ||
Table 3.9. Associations between age, gender, ethnicity and mental and behavioral disorders in students
Comment:
- There is a relationship between age and mental and behavioral disorders in students. With p < 0.01, it shows that the age group of 12 - 15 years old has more mental and behavioral disorders than the age group of 6 - 11 years old.
- There is no correlation between student gender and RLTT & HV (p > 0.05).
- There is no association between ethnicity and the incidence of RLTT & HV in students (p > 0.05).
Table 3.10. Association between psychological trauma and RLTT & HV
Sick
Stress
sick | No disease | Total | |
Have stress | 106 | 36 | 142 |
No stress | 127 | 172 | 299 |
Total | 233 | 208 | 441 |
2 , p | 2 = 39 ; p < 0.001 | ||
Comment: There is a clear relationship between psychological stress and behavioral disorders in students. With p < 0.001, it shows that students with psychological stress are more likely to have disorders.
Table 3.11. Correlation between parents' knowledge of CSSKTT and students' RLTT & HV
Sick
Parents' KT
sick | No disease | Total | |
Poor knowledge | 91 | 306 | 397 |
Good knowledge | 1 | 21 | 22 |
Total | 92 | 327 | 419 |
2 , p | 2 = 4.11 ; p < 0.05 | ||
Comment: There is a clear correlation between parents' knowledge of mental health and students' behavioral disorders. With p < 0.05, it shows that students' parents with poor knowledge of mental health are more likely to have disorders.
Table 3.12. Correlation between parents' attitudes towards CSSKTT and students' RLTT & HV
Sick
Parents' TD
sick | No disease | Total | |
bad attitude | 79 | 162 | 241 |
Good attitude | 13 | 165 | 178 |
Total | 92 | 327 | 419 |
2 , p | 2 = 38.7 ; p < 0.001 | ||
Comment: There is a clear relationship between parents' attitudes towards student mental health and students' behavioral disorders. With p < 0.001, it shows that parents with poor attitudes towards student mental health are more likely to have disorders.
Table 3.13. Correlation between parents' practices on CSSKTT and students' RLTT & HV
Sick
Parents' TH
sick | No disease | Total | |
Poor practice | 92 | 321 | 413 |
Good practice | 0 | 6 | 6 |
Total | 92 | 327 | 419 |
2 , p | 2 = 1.71 ; p > 0.05 | ||
Comment: No correlation was found between parents' practice of student health care and students' behavioral and behavioral problems (p > 0.05).
3.1.4. Mental health care needs for students
Surveying 419 parents of students at research schools in TPTN, we obtained the following results:
96.4
89
89
98
96
94
Consulting Documents
Examination and intervention
92
90
88
86
84
Figure 3.3. Parents' mental health care needs for students
Comment: The demand for health care for students is high. Of these, the percentage of parents who support early examination, detection and preventive intervention for their children is the highest (96.4%). The percentage of parents who want to receive guidance documents on health care for students and want to be advised on health care measures for their children is 89%.
98.8
91.7
90.5
100
98
Consulting Documents
Examination and intervention
96
94
92
90
88
86
Figure 3.4. Teachers' needs for children's mental health care
Comments: Over 90% of teachers surveyed wanted to receive materials and advice on student mental health care and support early detection and preventive intervention.
To better understand the needs of students in schools for social care, we also conducted group discussions with staff, teachers of research schools, education managers, and parents. The majority of participants said that this was a necessary issue and wanted support in this work. A summary of opinions on this issue is presented in Table 3.14.
Table 3.14. Student social care needs through group discussion
Content
Result | ||||
Donate | No support | |||
SL | % | SL | % | |
Many students may have trouble during their schooling. | 55/60 | 91.7 | 5/60 | 8.3 |
CSSKTT for students is necessary | 52/60 | 86.7 | 8/60 | 13.3 |
Want more knowledge | 60/60 | 100.0 | 0 | 0 |
Want to know how to detect | 60/60 | 100.0 | 0 | 0 |
Want to know how to support students? | 56/60 | 93.3 | 4/60 | 6.7 |
Want to know how to prevent | 60/60 | 100.0 | 0 | 0 |
Want expert advice when needed | 48/60 | 80.0 | 12/60 | 20.0 |
Comments: The need for student social support through group discussions is high. The majority (91.7%) believe that students may encounter problems during their studies. 100% of members want to have more knowledge, know how to detect and know how to prevent. 86.7% believe that student social support is necessary. 93.3% want to know how to support students. 80.0% want to know the opinion of experts when needed.
In addition to group discussions, we also conducted in-depth interviews with a number of representatives of the city's education sector, school leaders, parents' representatives and local mental health representatives. The interviews focused on the current status of student mental health care in schools, the needs and desires of stakeholders in this work. Here are some representative opinions.





![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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