When teachers were asked about hitting students when they made mistakes, most teachers said they felt helpless and could not control their anger when students kept making mistakes and did not try hard. Some teachers said that students nowadays are given too much “power” so they do not respect teachers and need to take strong measures to “treat” such unruly children.
As for the question “ How do you feel when participating in extracurricular activities with students? ”, some teachers frankly said that they do not like it. Finding out the reasons, we found that some people are busy with their own work, some feel bored, and some think it is useless.
Learning more about teachers through other channels of criticism such as students, parents, and people around the school area, we found some outstanding issues: teachers sometimes enter and exit the classroom on time, their dress and hair are not really suitable for class, and the use of teaching aids is only done in lessons with observers. The school managers all recognize the awareness and attitude of their teachers and staff in teaching as well as in moral education for students, but most of them only give gentle reminders, and there has never been any form of discipline for teachers' violations.
The problem is that it is necessary to increase the impact on the awareness of managers, teachers, and staff about the issue of moral education for students and at the same time reorient teachers about the importance of teachers as a model of personality, morality, and lifestyle for students to follow.
2.3.4. Current status of inspection and evaluation of results of moral education activities
To have a basis for studying the results of testing and evaluating moral education activities, the author surveyed 45 managers and teachers of Van Hien High School. The results are shown in table 2.14 below:
Table 2.14: Current status of testing and evaluating educational activities
TT
Criteria | Rating Level |
X | |||
Good | TB | Weak | |||
1 | Regularly check and evaluate moral education activities for students. periodically | 1 | 29 | 15 | 1.68 |
2 | Evaluation of moral education activities for students through self-assessment and information from educational forces other. | 1 | 18 | 26 | 1.43 |
3 | Timely reward and encourage good results, groups and individuals. positive people, high results | 0 | 16 | 29 | 1.35 |
4 | Criticize and accurately remind of violations of regulations, laws, ethical values, irresponsibility... causing bad consequences in work. moral education for students | 0 | 15 | 30 | 1.32 |
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Mobile Phone Usage in Hanoi Inner City Area
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- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in people's daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone company's network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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Through the data shown in Table 2.14 above, it can be seen that: The inspection and evaluation of moral education activities of managers of Van Hien High School takes place quite often, but the rewards, encouragement, criticism and reminders are not timely. Whether teachers or students, reasonable and timely praise and criticism will greatly motivate those participating in moral education activities. It is necessary to consider this measure to further promote the effectiveness of organizing moral education activities for students.
The school has paid attention to and organized the inspection and evaluation of moral education activities for students. In moral education activities, the inspection and evaluation work has a great influence, positively affecting
quality of student ethics. In addition, through further investigation, the results showed that 97.6% of opinions said that the school's inspection and evaluation of moral education activities affected this activity, and 69.6% said that it had a great impact. Regarding the organization and implementation of inspection and evaluation work in the past, the school mainly focused on quantitative aspects such as planning moral education, organizing, implementing, leading, directing the implementation of plans, records, books of moral education management, discipline enforcement, results of student training classification, etc.
However, the inspection is not regular, complex qualitative issues are not paid much attention to such as the responsibility of managers, teachers, staff and especially homeroom teachers for moral education activities for students; awareness of managers and teachers about the position and role of moral education for students, the exemplary role of managers, teachers, school staff, etc. As for the form of inspection, the school has not paid attention to innovation and flexible application but often conducts it periodically, simultaneously, with prior notice; only focuses on checking records, books, listening to reports of results from functional units. The bases for assessing the level of training of students according to Decision No. 08/2007/QD-BCA(X14) dated January 2, 2007 have general contents, difficult to quantify, difficult to check, and assess the accuracy of the classification of training of students in classes. Therefore, the evaluation will be more or less affected by the subjective factors of those responsible for evaluation and classification (especially those with high influence such as homeroom teachers, Student Affairs Department).
2.3.5. Causes that limit the effectiveness of managing moral education activities for students at Van Hien High School
To find out the causes of limitations in managing moral education activities for students, the author surveyed 45 managers and teachers of Van Hien High School. The results are shown in the table below:
Table 2.15: Causes affecting the effectiveness of managing moral education activities for students
TT
Criteria | Rating Level |
X | |||
Good | TB | Weak | |||
1 | Due to inadequate awareness of the scope importance of moral education | 40 | 5 | 0 | 2.89 |
2 | The network of organizations has not been built yet. management position | 42 | 3 | 0 | 2.94 |
3 | Due to lack of specific direction from above | 37 | 8 | 0 | 2.83 |
4 | Due to lack of legal documents | 35 | 10 | 0 | 2.78 |
5 | Inspection and examination work has not been done yet. frequent | 30 | 15 | 0 | 2.67 |
6 | Coordination between religious forces asynchronous education | 32 | 13 | 0 | 2.72 |
7 | Reviews, rewards not yet guests timely | 35 | 10 | 0 | 2.78 |
8 | Planning work is still weak. | 32 | 13 | 0 | 2.72 |
9 | Due to staff and teacher changes | 27 | 18 | 0 | 2.61 |
10 | There are other reasons. | 2 | 43 | 0 | 2.06 |
The results in Table 2.15 above show that there are two main groups of causes affecting the effectiveness of moral education management for students.
* Objective causes:
Due to the lack of consistent direction from top to bottom and the lack of legal documents, in reality, schools do not have specific guidelines on assessing students' ethics and conduct, leading to a situation where many young homeroom teachers are confused about classifying students' conduct.
* Subjective causes:
Due to the lack of awareness of the importance of moral education activities. Due to limited awareness, many managers and teachers are not enthusiastic in participating in managing moral education activities for students. Some homeroom teachers are lax in moral education for students. They have not built a network of management and organization. Inspection and examination work is not regular and strict. There is a lack of coordination between educational forces.
The evaluation and reward work has not been timely and has not motivated the emulation movement of teachers and students. The core subjective reason is that the number of homeroom teachers who are dedicated to their profession, love children and have a lot of experience in moral education for students is not much, young teachers who have just graduated from school do not have much experience in life and teaching as well as homeroom work. Therefore, it is necessary to train a team of homeroom teachers who are the core force in moral education for students.
2.4. General assessment of the current status of management of moral education activities for students at Van Hien High School
2.4.1. Positive aspects
In the past school years, teachers of Van Hien High School have, with their efforts, cultivated their qualities and abilities, setting a shining example for students to follow. There are more and more outstanding examples in teaching, learning and training.
The coordination of educational forces inside and outside the school has had a positive effect in preventing social evils from entering schools and maintaining a healthy pedagogical environment. These are necessary conditions in moral education to shape students' personalities.
The school focuses on the work of the class teachers in terms of manpower, considering this as a bridge between the school and the class, with each student and also the most effective communication line to transmit and receive information from both sides to control and promptly adjust the direction of the Principal. At the same time, the team of class teachers also maintains contact with parents, grasps the specific circumstances of each student's family to apply appropriate and truly effective educational measures.
Although the extracurricular education has just been implemented, Van Hien High School has had many rich activities such as cultural exchange, art, sports, sightseeing, etc., which have really brought practicality to the thinking and actions of students.
On the students' side, the vast majority of them have a correct perception of standard values, always obey their teachers, and strive to cultivate and train their qualities to become good children and good students.
The most basic advantage is the team. The school's teachers are all conscious of paying attention to moral education, many individuals have tried their best in their positions to do this work well.
2.4.2. Limitations
The Board of Directors has not paid due attention to the management of moral education for students. This is reflected in the lack of a specialized plan for moral education every year or every month. The content of moral education for students is not practical and not really suitable for the specific situation of the school. The form of moral education for students proposed in the general plan is not rich and attractive. The content of moral education is not practical and is superficial and lacks depth.
The process of managing moral education is not clear, and a mechanism for synchronous coordination between homeroom teachers, subject teachers and other organizations in the school to carry out moral education for students has not been established. Coordination with educational forces outside the school is still lacking in initiative, and has not focused on moral education goals.
There are no proactive measures to detect early, assign management to students who show signs of disobedience in order to have effective educational methods even when these students are still at an unsystematic level of violation or at a mild level... Because it is simple and too passive, it is easy to make students too bored, especially for students who are not morally obedient, it does not create the strong feelings needed to help them perceive and adjust.
Assessment and evaluation have not focused on the moral education activities of organizations and individuals in schools and have not often paid attention to them.
The school has not properly inspected and evaluated the activities of moral education and has not closely linked these activities with the work of rewarding and disciplining cadres, teachers and students. The preliminary and final summaries are mainly conducted only through flag-raising activities, activities with praise and criticism based on the incident. In addition, the school's plans and implementation of the plans are not reasonable and timely.
In addition, it is necessary to emphasize some specific aspects as follows: There are still a small number of managers and teachers who do not have the correct awareness and do not really care about moral education for students. When there is no correct awareness, obviously their actions will be distorted. Moral education mainly focuses on the cognitive aspect (theory) and does not pay attention to training the will, attitude and behavior of students. Although the forms of educational organization are diverse, the content is still poor, stereotyped, not innovative, the methods are not suitable, so the wrong behaviors of students have not been corrected in time. Although integrated teaching in subjects through " teaching words " to " teaching people " is not synchronous and has not been included in the criteria for evaluating teaching hours, the subject of CD education has not been focused on and is considered a secondary subject. The coordination between schools, families and society in the process of moral education for students has not created a variety of closely coordinated forms. Facilities and financial support for the activities of the Youth Union and Association are still poor and limited, making it difficult to attract a large number of students to participate in moral education work effectively.
Based on the analysis of the current status of moral education management activities for students at Van Hien High School, it can be seen that: Moral education for students has been of interest to all levels and sectors, the school has paid attention and achieved certain results, but has not yet met the requirements of society.
To solve this problem, we must first create a change in awareness and action of managers, homeroom teachers, subject teachers, parents... To do this, we need to establish management measures for the principal to improve the quality of moral education for students of Van Hien High School, as mentioned in Chapter 3 of the thesis.
Chapter 2 Conclusion
Moral education for students at Van Hien High School, Hoan Kiem District, Hanoi City has made significant changes. The Board of Directors and the team of managers and teachers have always raised their sense of responsibility and carried out educational activities well in the school. The school has directed moral education work in accordance with the management process such as: establishing a steering committee, developing an activity plan, organizing implementation, and assigning specific tasks to each department and individual in the school.
Therefore, the majority of students are conscious of cultivating morality, studying hard, becoming good children and good students. However, there are still cases of students who are not good and violate morality. The basic reason is that the management of moral education for students is still limited, the measures of moral education management are not practical, and are too formalistic. To overcome this problem, it requires managers to research and find measures to improve the quality of moral education for students. That is the main content the author presents in chapter 3.

![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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