Observation variable
Scale mean if variable excluded | Scale variance if excluded variable | Variable-total correlation | Cronbach's Alpha if variable is excluded | |
HTDT8.28 | 158.64 | 1004,395 | .800 | .977 |
HTDT8.29 | 158.60 | 1004,715 | .790 | .977 |
HTDT8.30 | 158.70 | 1006.303 | .775 | .977 |
HTDT8.31 | 158.73 | 1008,036 | .726 | .977 |
HTDT8.32 | 158.87 | 1009,519 | .691 | .977 |
HTDT8.33 | 158.90 | 1010.606 | .689 | .977 |
HTDT8.34 | 158.93 | 1010.445 | .682 | .977 |
HTDT8.35 | 158.93 | 1003,889 | .754 | .977 |
HTDT8.36 | 159.09 | 1007.650 | .646 | .977 |
HTDT8.37 | 159.04 | 1006.226 | .695 | .977 |
HTDT8.38 | 158.86 | 1005.145 | .752 | .977 |
Nhandinh9.1 | 158.63 | 1013,339 | .661 | .977 |
Nhandinh9.2 | 158.74 | 1014.859 | .617 | .977 |
Nhandinh9.3 | 158.63 | 1013,064 | .640 | .977 |
Nhandinh9.4 | 158.40 | 1024.123 | .460 | .978 |
Danhgia10.1 | 158.60 | 1010.833 | .711 | .977 |
Danhgia10.2 | 158.66 | 1012,576 | .665 | .977 |
Danhgia10.3 | 158.59 | 1014.361 | .701 | .977 |
Danhgia10.4 | 158.61 | 1012.213 | .681 | .977 |
Rating10.5 | 158.65 | 1009.834 | .675 | .977 |
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Current Status of High School Teacher Training According to TQM Approach at Ho Chi Minh City University of Education -
The Thesis Conducted A Survey And Evaluation Of The Current Status Of Training Activities And Organization Of Training Activities In Counseling Skills -
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 Human Resource Training at the Institute of Occupational Health and Environment -
General Assessment and Causes of the Current Situation of Management of Training Activities for Homeroom Teachers at High Schools in Binh Minh Town,
The observed variables used to measure the impact of collecting YKPH from students about HĐGD on training management activities are evaluated through factor analysis. This section will present the results of 5 groups.
Attributes affecting training management activities in VNU through the opinions of staff and lecturers:
- Training objectives and plans
- Content and training management
- Manage teachers' activities
- Student Activity Management
- Management of IT activities (IT management team, facilities and equipment, landscape environment...)
and 2 attributes on Comments on activities of taking YKPH from students about teaching activities; General assessment on the impact of activities of taking YKPH from students about teaching activities of the training unit on training management activities.
The results of the reliability analysis of the scales show that all scales have high reliability (Table 2.7). The results of the value analysis of the scales are as follows:
The EFA results showed that six factors were extracted from 46 variables measuring these attribute groups. These six factors extracted 74.1% of the variance and the factor weights of the observed variables all met the requirements (> 0.50) with the KMO coefficient of 0.968 and the significance level of 0.000. The six extracted factors include:
- Factors related to management of goals, plans, and training programs;
- Factors of teacher's management of educational activities;
- Factors on student activity management;
- Factors related to management of IT activities (management staff, facilities and equipment, landscape environment, etc.);
- Factors on General assessment of activities to collect YKPH from students about teaching activities;
- Factors on General assessment of the impact of students' YKPH activities on teachers' educational activities on training management activities.
Table 2.8. Factor analysis coefficients for staff and lecturer survey forms
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy | .968 | |
Bartlett's Test of Sphericity | Approx. Chi-Square | 20490.682 |
df | 1081 | |
Sig. | .000 | |
Table 2.9. Factor analysis results for staff and lecturer survey
Observation variable
Ingredients | ||||||
1 | 2 | 3 | 4 | 5 | 6 | |
HTSV8.24 | .783 | |||||
HTSV8.25 | .773 | |||||
HTSV8.23 | .751 | |||||
HTSV8.18 | .713 | |||||
HTSV8.19 | .657 | |||||
HTSV8.22 | .632 | |||||
HTSV8.27 | .625 | |||||
HTSV8.26 | .617 | |||||
HTSV8.21 | .603 | |||||
HTDT8.29 | .590 | |||||
HTSV8.20 | .581 | |||||
HTDT8.34 | .791 | |||||
HTDT8.33 | .780 | |||||
HTDT8.32 | .753 | |||||
HTDT8.35 | .748 | |||||
HTDT8.36 | .745 | |||||
HTDT8.37 | .739 | |||||
HTDT8.38 | .623 | |||||
HTDT8.31
.615 | ||||||
HTDT8.30 | .547 | |||||
HTDT8.28 | .505 | |||||
CTDT8.5 | .783 | |||||
CTDT8.8 | .720 | |||||
CTDT8.10 | .718 | |||||
CTDT8.4 | .717 | |||||
CTDT8.6 | .710 | |||||
CTDT8.9 | .692 | |||||
CTDT8.7 | .684 | |||||
QLDT8.3 | .662 | |||||
QLDT8.2 | .647 | |||||
Danhgia10.2 | .810 | |||||
Danhgia10.4 | .779 | |||||
Danhgia10.3 | .756 | |||||
Rating10.5 | .743 | |||||
Danhgia10.1 | .737 | |||||
HDGD8.14 | .714 | |||||
HDGD8.15 | .687 | |||||
HDGD8.13 | .674 | |||||
HDGD8.12 | .587 | |||||
HDGD8.16 | .581 | |||||
HDGD8.11 | .549 | |||||
HDGD8.17 | .549 | |||||
Nhandinh9.4 | .778 | |||||
Nhandinh9.3 | .771 | |||||
Nhandinh9.2 | .771 | |||||
Nhandinh9.1 | .752 |
2.5. Conclusion of Chapter 2
Chapter 2 presents the entire process of designing and organizing the research of the thesis. The author carries out the research organization process, determines the purpose, operationalizes the concept and builds evaluation criteria, builds the process of analyzing and processing information. The construction of the survey instrument design using questionnaires is carried out by the author in accordance with the process, ensuring the scientific nature and reliability of the data. The construction of the survey instrument has been tested for the reliability of the scale as a basis for carrying out the process of collecting, analyzing and processing the obtained information.
The reliability of the instruments is guaranteed to be greater than 0.8 and the reliability of the scales is guaranteed to be greater than 0.7. The questions in the survey used to collect information all have structural conformity.
Chapter 3. CURRENT STATE OF UNIVERSITY TRAINING MANAGEMENT ACTIVITIES AND STUDENT FEEDBACK
ON TEACHING ACTIVITIES AT HANOI NATIONAL UNIVERSITY
3.1. General information about Hanoi National University
3.1.1. History of formation and development process
With a strategic vision, our Party and State have identified education and science and technology as the top national policies. Following that motto, on January 14, 1993, the 4th Conference of the Central Executive Committee of the Communist Party of Vietnam (Term VII) issued a Resolution, which clearly stated the task of "building a number of key national universities" to act as the locomotive and backbone for the country's higher education. VNU was established with that role and mission.
VNU was established on the basis of organizing and rearranging 3 major universities in Hanoi: Hanoi University of Science, Hanoi Pedagogical University I and Hanoi University of Foreign Languages (according to Decree No. 97/CP dated December 10, 1993 of the Government). VNU operates under the Regulations on Organization and Operation issued by the Prime Minister under Decision No. 477/QD-TTg dated September 5, 1994.
In 1997, VNU had 5 universities: University of Natural Sciences, University of Social Sciences and Humanities, University of Foreign Languages, University of Education, University of General Studies and some other units.
In 1998, the Government issued a Decree on the abolition of General Universities.
In 2000, the University of Education separated from the organizational structure of VNU to become a university under the Ministry of Education and Training. At this time, VNU had the following majors and fields: mathematics and natural sciences.
natural sciences, information technology and telecommunications (University of Natural Sciences), social sciences and humanities, economics, law (University of Social Sciences and Humanities) and foreign languages.
By August 2015, the organizational system of VNU after being adjusted and rearranged (including newly established) included: VNU Office - units advising and assisting the VNU Board of Directors (Office, 08 functional Departments and Party Office Block - mass organizations) and 31 member units, affiliated units, including:
- 12 training units at undergraduate and postgraduate levels, including: 07 member universities (University of Technology, University of Education, University of Economics, University of Foreign Languages, University of Natural Sciences, University of Social Sciences & Humanities, Vietnam-Japan University and 05 affiliated Faculties (Faculty of Law, Faculty of International Studies, Faculty of Medicine and Pharmacy, Faculty of Business Administration, Faculty of Postgraduate Studies).
- 02 training and research centers: National Defense Education Center
- Security, Physical Education and Sports Center.
- 07 research institutes: Vietnam Institute of Development Science, Institute of Education Quality Assurance, Institute of Microbiology and Biotechnology, International Francophone Institute, Institute of Information Technology, Tran Nhan Tong Institute, Institute of Natural Resources and Environment.
- 13 affiliated service units, including: Student Support Center, Information - Library Center, Human Resource Forecasting and Development Center, Cooperation and Knowledge Transfer Center, Startup Support Center, VNU Publishing House, Project Management Board, VNU Hospital, Science Journal, VNU Education Quality Assessment Center, VNU Testing Center, VNU Development Center in Hoa Lac, VNU Development Fund.
VNU, whose English transaction name is Vietnam National University, Hanoi (abbreviated as VNU), is a public higher education institution consisting of a complex of member universities and scientific research institutes in different fields of expertise, organized into two levels to train undergraduate, master's and doctoral degrees; is a multidisciplinary, multi-field, high-quality training and scientific research center, focusing on science, high technology and some key socio-economic fields; has advanced training programs, contents and methods, and scientific research; has a team of highly qualified teaching and research staff; has a team of professional and synchronous management staff; closely combines training with scientific research and application, between natural sciences, social sciences and humanities, between science and technology to train high-quality human resources and foster scientific and technological talents; Orientation to develop into a research university on par with prestigious universities in the region and the world.
3.1.2. Organizational structure

Figure 3.1. Organizational chart of Vietnam National University, Hanoi



![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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