It can even distort the views it holds. (PVS GV01)
Meanwhile, from the perspective of a high school student, the existence of the informal group that he or she is participating in is completely “official” and legitimate.
Most of the activities I participate in in groups are very formal and appropriate. (PVS HS09)
Therefore, clarifying the deviant behaviors of high school students with PCT groups, in addition to activities that are consistent with current social norms as presented in chapter 3, will contribute to narrowing the gap in understanding the nature of the influence of PCT groups on high school students and towards identifying the possibilities of exploiting the positive effects that PCT groups can bring.
40
37.9
35
33.5
31.3
30
25
19.4
20
16.3
14.3
15
13.4
12.9
9.2
With the nine deviant behaviors investigated within the scope of this study, the survey results in Figure 4.1 provide a general description of the level of participation in such behaviors among the PCT group of high school students.
5 | |||||||||
0 | |||||||||
Are not | Go by bus | Crossing the light | Play cards | Ride a motorbike | Join | Picking flowers | Fight | Occupy | |
wear a hat | three | red | eat money | spleen, | cheer racing | break branch | each other | keep left | |
insurance | fight | left car | public place | school | magic | ||||
hammock | permission | add | of people | ||||||
other | |||||||||
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Informal group participation and deviant behavior of high school students in Hanoi city - 1 -
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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Figure 4.1. Deviant behavior of PCT group in high school students (%, n=448)
(Results of the author's sociological investigation)
Overall, 49.6% of high school students surveyed reported engaging in at least one of the nine types of deviant behavior with the PCT group, regardless of frequency.
implementation. In which the participation rate of surveyed deviant behaviors of high school students along with the PCT group ranges from 9.2% to 37.9%. These are significant rates, although not too large, when paying attention to the high school students in the survey are all from schools in the inner city of Hanoi with care and learning conditions that are of great concern to families and schools. However, more careful considerations of each type of deviant behavior and the context in which it occurs in reality will be necessary to have accurate and appropriate behavioral and intervention directions.
Looking specifically at the nine surveyed deviant behaviors, the three prominent deviant behaviors with the highest confirmed rates of implementation are risky behaviors in traffic participation, including not wearing a helmet (37.9%), riding a three-wheeled vehicle (33.5%), and running a red light (31.3%). These are also the most common violations in traffic participation of people in Vietnam. Two other violations of road traffic laws with an average confirmed occurrence rate are swerving and weaving (16.3%) and participating in cheering on illegal racing (14.3%). While legal education and propaganda on this topic have been strongly deployed to society and in schools in particular, this shows that efforts to raise awareness and change behavior are a long-term process and require continued strengthening.
The three deviant behaviors that occurred less frequently among the PCT groups of high school students in this study were picking flowers and breaking branches in public (13.4%), fighting at school (12.9%), and illegally taking possession of other people's things (9.2%). While the behavior of gambling for money with the participation of high school students in the PCT group had a higher occurrence rate (19.4%).
In addition, the fact that a student has been suspended from school is considered an indicator of deviant behavior, although the criteria for the same informal group were not confirmed in this case. In the entire sample, 29 cases reported having been suspended from school, accounting for 6.5%, with 4 groups of reasons stated (Figure 4.2). Of the 4 groups of reasons, repeatedly dropping out of school was the most common reason (41.4%), while repeated traffic violations occurred in a small proportion (6.9%).
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
6.5
6.9
24.1
27.6
93.5
41.4
Suspension Status Reasons for Suspension (n=448) (n=29)
Never Ever
Skipping school many times Violating exam regulations
Fight2 Repeated traffic violations
Figure 4.2. Status and Reasons for Suspension of High School Students (%, n=448)
(Results of the author's sociological investigation)
Putting the status of having deviant behavior with PCT group of high school students in relation to demographic characteristics, Table 4.1 shows that only family living standard is significantly and meaningfully related (p=0.000; Cramers'V=0.209) to the status of having any deviant behavior with PCT group. Meanwhile, gender and grade level do not reflect any statistically significant relationship on this.
More specifically, regarding the relationship between family living standards and participation in deviant behavior with the PCT group of high school students, we found that the rate of high school students with deviant behavior with the PCT group was the lowest at 38.8% for students from families with a fairly good living standard. On the contrary, the cases of students from families with living standards at the two opposite extremes of rich and poor, near-poor had the highest (66.7%) and second highest (64.5%) rates of participation in deviant behavior with the PCT group, respectively.
Table 4.1. Deviant behavior in the same PCT group of high school students according to Gender, Family living standard, grade level
Characteristics of high school students
Deviant behavior with PCT group | Inspection | |||||
Quantity total | Are not | Have | ||||
Number quantity | Proportion % | Number quantity | Proportion % | |||
Shared | 448 | 226 | 50.4 | 222 | 49.6 | |
Student Gender Male | 219 | 110 | 50.2 | 109 | 49.8 | X 2 =0.008; p=0.928 |
Female | 229 | 116 | 50.7 | 113 | 49.3 | |
Family living standards Rich | 6 | 2 | 33.3 | 4 | 66.7 | p=0.000***; Cramer's V =0.209 |
Rather | 214 | 131 | 61.2 | 83 | 38.8 | |
Medium | 197 | 82 | 41.6 | 115 | 58.4 | |
Poor, near poor | 31 | 11 | 35.5 | 20 | 64.5 | |
Grade block Block 10 | 144 | 71 | 49.3 | 73 | 50.7 | X 2 =2.012; p=0.366 |
Block 11 | 151 | 83 | 55.0 | 68 | 45.0 | |
Block 12 | 153 | 72 | 47.1 | 81 | 52.9 | |
***: statistically significant at 99% level.
(Results of the author's sociological investigation)
While the living conditions of wealthy families can disorient children by the abundance and deviant behavior and the PCT group that children easily seek out as a way to explore and affirm themselves, difficult family economic conditions can also put children in an environment with close contact with people with deviant behavior to overcome challenges or seek new opportunities [41]. This also reminds the authors [6] of the two possibilities that form the negative influence of the family environment on the behavior of adolescents, either lack of attention or too much indulgence.
In terms of the relationship with the attributes of the PCT group, the deviant behavior of high school students with the PCT group showed a relatively strong correlation with statistical significance (p=0.000) in all aspects of group type (Cramers'V=0.374), group participation purpose (Cramers'V=0.336), group rules (Cramers'V=0.255), and the level of group interaction with other groups (Cramers'V=0.248).
Table 4.2. Deviant behavior of high school students in the same PCT group according to PCT group attributes
Properties of PCT group
Deviant behavior with PCT group | Inspection | |||||
Quantity total | Are not | Have | ||||
Number quantity | Proportion % | Number quantity | Proportion % | |||
Shared | 448 | 226 | 50.4 | 222 | 49.6 | |
Group type Same environment living | 126 | 40 | 31.7 | 86 | 68.3 | p=0.000***; Cramer's V =0.374 |
Same benefit | 101 | 43 | 42.6 | 58 | 57.4 | |
Same faith | 101 | 47 | 46.5 | 54 | 53.5 | |
Same interests | 120 | 96 | 80.0 | 24 | 20.0 | |
Purpose of joining the group Help, exchange | 211 | 91 | 43.1 | 120 | 56.9 | p=0.000***; Cramer's V =0.336 |
Assert yourself | 104 | 84 | 80.8 | 20 | 19.2 | |
Find the benefits | 133 | 51 | 38.3 | 82 | 61.7 | |
Group Rules About the role of leader group | 56 | 19 | 33.9 | 37 | 66.1 | p=0.000***; Cramer's V =0.255 |
About interaction in group | 240 | 104 | 43.3 | 136 | 56.7 | |
About external interactions group | 152 | 103 | 67.8 | 49 | 32.2 | |
The extent to which groups interact with other groups Never | 43 | 27 | 62.8 | 16 | 37.2 | p=0.000***; Cramer's V =0.248 |
Seldom | 54 | 26 | 48.1 | 28 | 51.9 | |
Sometimes | 247 | 143 | 57.9 | 104 | 42.1 | |
Frequent | 104 | 30 | 28.8 | 74 | 71.2 | |
***: statistically significant at 99% level.
(Results of the author's sociological investigation)
In terms of group type, the confirmation rate of high school students with deviant behavior in the same PCT group is the highest with groups in the same living environment (68.3%) which is not much different from the group with the same interests or same beliefs. However, the group with the same interests has a much lower rate (20.0%). Meanwhile, for the purpose of joining the group, the lowest rate of 19.2% belongs to high school students with deviant behavior in the same PCT group with the purpose of joining the group to affirm themselves.
close; and the highest level was confirmed with high school students who joined PCT groups to seek benefits (61.7%). Having deviant behavior with PCT groups was also confirmed by high school students most in the case of groups with regulations on the role of the group leader (66.1%) and lowest in groups with regulations on interactions outside the group (32.2%). Finally, PCT groups that regularly interacted with other groups also had the highest rate of participating in deviant behavior with PCT groups (71.2%); on the contrary, PCT groups that never interacted with other groups had this rate only half (37.2%). Thus, the type of group with the same interests, with members participating to assert themselves, with regulations on interactions outside the group and not interacting with other groups are the characteristics of PCT groups in which there is the lowest rate of members participating in deviant behavior.
4.2. Some forms of deviant behavior of informal groups in high school students
With the 9 deviant behaviors performed by informal groups of high school students presented above, we classified them into three forms to have a deeper analytical perspective, including risky behaviors when participating in road traffic, risky behaviors to social order, and school violence.
With 49.6% of the research sample being high school students participating in one of the 9 deviant behaviors mentioned with the PCT group, the participation status according to each type of deviant behavior has a significant difference (Figure 4.3). The type of risky behavior when participating in road traffic includes the behaviors of riding a three-wheeler, running a red light, weaving, cheering on racing, not wearing a helmet, which has a similar occurrence rate (46.4%) to the parameters of deviant behavior in general, while school violence (fighting at school) appeared with 12.9% of the students participating in the survey. The type of risky behavior for social order includes the behaviors of gambling for money, picking flowers and breaking branches in public places, illegally occupying other people's property, with nearly 1/4 of the survey sample (23.4%) saying that they had participated in the PCT group.
School violence
12.9
Risky behavior to social order
23.4
Risky behavior when participating in traffic
46.4
Deviant behavior (general)
49.6
0
5 10 15 20 25 30 35 40 45 50
Figure 4.3. Types of deviant behavior of PCT group in high school students (%, n=448)
(Results of the author's sociological investigation)
4.2.1. Risky behavior when participating in road traffic with informal groups of high school students
It can be said that teenagers are one of the main forces participating in road traffic. In terms of traffic participation, teenagers often have risky behaviors when participating in traffic such as speeding, running red lights, not wearing helmets... at a high level. Such risky behaviors when participating in road traffic are conscious actions, dangerous and risky when traveling on road traffic routes, threatening the physical and mental health, endangering the lives of the drivers themselves and those around them while participating in traffic.
In this study, on the one hand, risky traffic behavior is the most common among the three types of deviant behavior in the same group of PCT of high school students as mentioned above. The study by Fergusson, Swain – Campbell & Horwood (2003) also showed that 90% of adolescents have ever performed dangerous driving [19].
Table 4.3. Risky behaviors of PCT group when participating in road traffic
based on demographic characteristics of high school students
Characteristics of high school students
Risky behavior when TGGT with PCT group | Inspection | |||||
Total quantity | Are not | Have | ||||
Number quantity | Proportion % | Number quantity | Proportion % | |||
Shared | 448 | 240 | 53.6 | 208 | 46.4 | |
Student Gender Male | 219 | 119 | 54.3 | 100 | 45.7 | X 2 =0.101; p=0.750 |
Female | 229 | 121 | 52.8 | 108 | 47.2 | |
Family living standards Rich | 6 | 3 | 50.0 | 3 | 50.0 | p=0.000***; Cramer's V =0.212 |
Rather | 214 | 138 | 64.5 | 76 | 35.5 | |
Medium | 197 | 87 | 44.2 | 110 | 55.8 | |
Poor, near poor | 31 | 12 | 38.7 | 19 | 61.3 | |
Grade block Block 10 | 144 | 76 | 52.8 | 68 | 47.2 | X 2 =0.717; p=0.699 |
Block 11 | 151 | 85 | 56.3 | 66 | 43.7 | |
Block 12 | 153 | 79 | 51.6 | 74 | 48.4 | |
***: statistically significant at 99% level.
(Results of the author's sociological investigation)
On the other hand, the relationship between this deviation and the demographic characteristics of high school students (Table 4.3) showed no significant differences in the relationship with gender and grade level. This is a point different from the suggestion made in the study of Furman, Christine & Brennan [56], that in the presence of peers, adolescents take more risks, such as male adolescents driving faster in the presence of other male adolescents. Or as in a study in Hanoi with 170 adolescents (aged 16-24) found a significant difference in the frequency of performing risky behaviors between the male and female target groups with a tendency for males to have more risky behaviors when participating in traffic than females: from texting; reading messages; listening to calls; driving in the wrong lane; speeding; not wearing a helmet to using stimulants [19].


![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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