and Lao Administration has basically fulfilled its tasks well, carrying out the task of teaching all subjects of Marxism-Leninism, Building the Lao People's Revolutionary Party, mass mobilization, and administrative studies, with a total of over 42 subjects in the advanced training program with a duration of 2.5 years, the documents used were compiled and published by the Lao National Academy of Politics and Public Administration. According to Decision No. 1188/BGD of the Ministry of Education, signed on July 12, 2005, approving the use of the advanced program of the Lao National Academy of Politics and Public Administration and according to Decision No. 176/HVCT - HCQG of the Director of the Lao National Academy of Politics and Public Administration, signed on April 28, 2004, on the use of the advanced Political - Administrative theory program, the national standard curriculum has facilitated Marxism-Leninism lecturers to arrange teaching programs suitable to their training functions and tasks. This is an important factor to both create consensus in common training goals among Lao Political and Administrative Schools and contribute to improving training quality.
In recent years, with the attention of the Party Committee, the Board of Directors of the Academy has approved the implementation of a plan to improve teaching qualifications, to improve the qualifications of the teaching staff at the Academy and Political and Administrative Schools nationwide, focusing on innovating teaching methods.
to gradually improve the quality and effectiveness of teaching according to the training program of the Academy. Due to the requirements of improving the quality of comprehensive education for students, realizing the responsibility in educating political theory and ideology, Marxist-Leninist teachers have overcome difficulties, improved themselves in self-study, fostered and improved their teaching and scientific research skills. In addition,
The Party Committee and the Board of Directors of the schools also created conditions for lecturers of Marxist-Leninist sciences to attend training courses organized by the Lao National Academy of Politics and Public Administration. In particular, every year, they sent delegations of lecturers from the Lao Political and Public Administration Schools to study for 3 months at the Ho Chi Minh National Academy of Politics and Public Administration under the cooperation program between the Lao National Academy of Politics and Public Administration and the Ho Chi Minh National Academy of Politics and Public Administration.
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Current Status of University Training Management Activities and Student Feedback -
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 Cooperation Between School, Family, and Society in Educating Children Through Student Activities -
Current Status of Facilities Management, Ensuring Equipment for Self-Study Activities -
Current Status of Human Resource Training at the Institute of Occupational Health and Environment
Ho Chi Minh National Academy of Politics and Public Administration, to strengthen the management of teaching and learning Marxist-Leninist subjects. These are favorable conditions for improving the quality of Marxist-Leninist teaching staff at Lao Political and Administrative Schools today.

In recent years, the number of lecturers going to graduate school has increased.
Notably, a number of lecturers actively study foreign languages and information technology to meet the educational requirements in the new period. This contributes to improving the quality of the teaching staff of Marxist-Leninist theory at Lao Political and Administrative Schools.
However, the research of specialized documents; the updating of information to improve professional qualifications as well as to supplement practical documents in the lectures of the teaching staff is still limited. This is due to many reasons such as the limitations of the qualifications of the lecturers themselves, the lack of necessary support means such as specialized books and newspapers, modern information means such as the internet; almost all Lao Political and Administrative Schools do not have the INTERNET to serve the study, only the Lao National Academy of Politics and Public Administration put it into use in 2008.
The Marxist-Leninist teaching staff at the Lao Political and Administrative Schools, although still lacking, has participated in political-ideological education and taught at colleges in the province and locality. This is partly due to the regulations of the School Board and partly to improve the qualifications of lecturers and contribute to increasing their income. Because the main source of income for lecturers at the schools is based on salaries and allowances according to regulations.
regulations of the State. That has contributed to improving the quality of teaching hours. Most lecturers with doctoral, master's degrees and experience are guest lecturers. This contributes to ensuring the education of Marxist-Leninist theory as well as activities.
Political and ideological education activities in agencies, departments and branches of the province and localities are in line with the Party's guidelines and policies and the development direction of the country.
country.
Second , about teaching methods.
In order to effectively carry out the tasks set by the Board of Directors of Political and Administrative Schools, in recent years, lecturers have gradually shifted to new teaching methods in all training and education systems. Teaching and learning Marxist-Leninist subjects is no exception to these new teaching methods, gradually shifting from passive knowledge transfer to dialogic and suggestive teaching methods; focusing on teaching students self-study methods, systematically acquiring information, developing personal experience capacity, enhancing initiative and autonomy in the learning process and in the learning activities of students.
The method that lecturers at Lao Political and Administrative Schools mostly implement is that lecturers require students to read documents before class, students focus on listening to lectures - students must systematize the lessons themselves under the guidance of lecturers, meaning that students must study the textbook before class (study 4 courses, discuss 1 course). In this new teaching method, students are able to discuss enthusiastically to improve the quality of class hours, and at the same time create
conditions for students to think and research more, especially because students at the schools are all party members, and are guided by lecturers to apply knowledge and experience to the practice of each student. In addition, lecturers also combine many rich forms, depending on the subject, specific conditions; requirements of each lecture, lecturers both explain and give examples, both demonstrate and raise issues, and use projectors... But this method is still limited because of limited funding and to implement the new teaching method well, lecturers must spend a lot of time and effort, requiring capacity and enthusiasm, most importantly, they must have experience to be successful. In fact, many lecturers believe that most students are people working locally, do not have much knowledge and skills about studying, so they cannot use the new teaching method widely.
To evaluate the results of teaching and learning methods of Marxist-Leninist subjects at Lao Political and Administrative Schools, the testing and examination stages are important. Currently, lecturers at schools also use many methods to prevent bringing documents into the examination room, ensuring a correct assessment of the students' level. For example, the exam questions of each subject link theory with practice in the country's current renovation period, and in the oral exam, lecturers all require students to raise theoretical issues and policies of the Party and State in the practice of the place where students are working.
In recent times, in teaching Marxist-Leninist subjects at Lao Political and Administrative Schools, lecturers have used traditional methods such as presentations and dialogues; the problem-posing method is rarely used. Through a survey of lecturers teaching Marxist-Leninist subjects, it was found that: 100% regularly use the presentation method; the problem-posing method accounts for 38.15% and the group discussion method accounts for 47.34% (see Appendix 2, Table 2).
It can be seen that the team of Marxist-Leninist lecturers at the Lao Political and Administrative Schools, with the experience of some Marxist-Leninist lecturers who have been teaching for many years, have also created excitement in each class hour, making Marxist-Leninist knowledge more voluntarily accepted. However, besides the achievements, Marxist-Leninist lecturers also have many limitations, most of them have little practical experience. The annual field trip regime at the grassroots level of Marxist-Leninist lecturers at the schools is still limited, they have little experience, and their understanding of social practice is still poor, which leads to
Lectures of lecturers are often limited to the content of books, little expansion; little addition of data and materials of life makes teaching Marxist-Leninist theory subjects become dry. Through a survey of students of 5 Lao Political and Administrative Schools, including 321 students, it shows that: 27.72% of students think that Marxist-Leninist science subjects are abstract, dry and lack vitality; there are
67.28% of students felt satisfied and interested when listening to the lecturer's lecture; 5.29% said they were not interested (See Appendix 2, Table 1).
Thus, to meet the educational requirements in the period of innovation, the period of socio-economic development, and the implementation of comprehensive education, the Marxist-Leninist teaching staff is the decisive factor in the quality of training students at Lao Political and Administrative Schools. They must be people with academic qualifications, extensive experience, deep understanding of social practices, and requirements.
The teaching staff must have strong political qualities and moral qualities.
good morals, clean and healthy lifestyle, always close to people and close to students, at least must have the right expertise according to the prescribed standards of lecturers, those must be those who have basic systematic training, graduated from university or higher. Lecturers themselves must also make efforts and need more attention from relevant levels and sectors.
3.2.2. Current status of study and training of advanced students
To meet the requirements of the innovation process, especially the human resource development plan for provinces and localities; to prepare for training future cadres in the early years of the 21st century to build Laos' human resources on par with the region and the world, cadre training plays an extremely important role.
On the basis of the development of education, training, science and technology, the training process at the Lao Political and Administrative Schools aims to train a team of key leaders and successors with a firm political stance, a scientific worldview and a communist outlook on life, a good understanding of Marxist-Leninist theory, a firm grasp of the Party's guidelines and policies and the State's laws. At the same time, it contributes to systematically and deeply improving political-administrative theory, economic management and essential knowledge directly related to the Party's leadership and the State's management; a firm grasp of the
points, principles in the Party's guidelines and policies, and the State's laws
water, capacity and morality.
The learning and training process of students at Lao Political and Administrative Schools is regulated by the training objectives. It can be said that advanced students have a high awareness of the importance of training cadres in schools, they strive to be a shining example in all aspects for the next generation of students to follow. When becoming students of Lao Political and Administrative Schools with the activities of learning, training and cultivating people of students, the awareness of striving to become cadres with solid political qualities, ethics
revolutionary virtues, a new lifestyle and the ability to combine theory with practice, becoming exemplary cadres are further shaped. However, there are also a number of students studying at Lao Political and Administrative Schools who are not yet aware of
fully aware of the need to study Marxist-Leninist subjects, identifying Marxist-Leninist theoretical education with general political-ideological work, leading to focusing only on studying subjects relevant to the major and profession. Through a survey of 321 students from 5 schools, 77.54% of students
18.06% of the students surveyed affirmed that studying Marxist-Leninist subjects well would help them be more confident and steady in their work; 18.06% of the students surveyed were still undecided and only 4.36% of the students surveyed denied this (see Appendix 2, Table 1).
Thus, with high awareness in the learning process, most students at Lao Political and Administrative Schools have a firm political ideology and perseverance.
Marxism-Leninism, pure morality, high faith and determination and see the need to study Marxism-Leninism theory.
The Lao Political and Administrative School is a place to train leadership cadres.
leaders, managers and political and administrative successors for mass organizations in provinces and localities, with majors in politics, economic management and administration. Therefore, students here are also from different places and have qualifications.
different levels, it is due to the requirements of the students themselves and the governing body, they
are all assigned to majors appropriate to the specific work they undertake. They are aware of the role and position of Marxist-Leninist theoretical education.
In recent years, the teaching and learning methods at Lao Political and Administrative Schools have been innovated, but in general, the students' learning methods are still passive, inactive, still following the old methods, the learning style is not active, proactive, and creative. Partly because there are too few reference books, mainly based on textbooks, which are not regularly supplemented. Through a survey of 321 students, 55.45% of students have collected and read more documents and Party documents; sometimes reading documents is 35.51%; never reading is 9.03%. Regarding studying Marxist-Leninist subjects in an active and proactive manner, 54.51% are active but not proactive, 43% are active but not proactive, 2.49% are not active, proactive. When asking students at schools if they are interested in
Regarding issues related to the Party and State's policies, 7.78% said they were not interested, 43.30% said they were occasionally interested, and 48.90% said they were regularly interested (see Appendix 2, Table 1).
With effort and the right learning and training methods, thanks to
Reading materials before class, students actively listen to lectures and absorb lectures, thanks to which, most students grasp the basic and key issues of each lesson. Such a method has brought about better learning results. The learning results of Marxist-Leninist science subjects of students at 5 Lao Political and Administrative Schools with 321 students of advanced political and administrative classes showed that the number of students with good and fair results accounted for a higher proportion than the average. In Marxist-Leninist science subjects, the number of students with good results in political economy was higher than other subjects, accounting for 31.46%. While
Those who are good at Marxist-Leninist philosophy account for 29.28% and scientific socialism is 29.90%.
- The number of students who are good at Marxist-Leninist subjects accounts for 30.21%.
- The number of students who are good at Marxist-Leninist subjects accounts for 43.71%.
- The average number of students studying Marxist-Leninist science subjects accounts for 26.05% (see Appendix 1, Table A4).
The above results show that students have actively practiced and studied better, partly because the Board of Directors, organizations and unions regularly monitor, through the head lecturers, the student management department to prevent negative manifestations in the aspects of study, lifestyle, and promptly handle students who violate the rules. Under the management and direction of organizations in the school such as the student management department, the Youth Union, the Trade Union, the Women's Union... there are many practical activities, creating a useful playground for students and students have actively participated to strive to become exemplary cadres. In the 2011-2012 school year, according to the Summary of the organization of learning and teaching of 5 Lao Political and Administrative Schools, 73 students were classified as excellent, accounting for 22.74%, but there were also 3 cases that were disciplined and expelled from school.
Thus, it can be said that Marxist-Leninist theoretical education for advanced students at Lao Political and Administrative Schools is basically good, achieving the set goals.
3.2.3. Regarding program content, curriculum and facilities
First, about the program content.
To meet the requirements of Marxist-Leninist theoretical education for advanced students in the Lao Political and Administrative School system, based on the position, functions and tasks of the Academy, the Director of the Lao National Political and Administrative Academy issued Decision No. 175/HVCT-HC, dated April 28, 2004, approving the consolidation of the political-administrative theory program and establishing a council to compile textbooks for Marxist-Leninist science subjects. Director
The Academy's Director also organized scientists to compile textbooks to serve teaching and learning at the Academy and in the system of Political and Administrative Schools. Implementing Decision No. 1188-GD-TT dated July 12, 2005 on the recognition and approval of the political theory - administrative program


![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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