Unlike the formative method, the expressive method does not intend to create pictures of life, but through its linguistic material, "it expresses certain human feelings, expressing people's perception and evaluation of life." [5. 38] The words of an artistic text using the expressive method immediately after the literal meaning, a new layer of meaning appears with more general content than the total semantic content of the words combined, expressing more than one of its semantic planes.
Based on the theoretical basis of the above artistic methods, we conducted a survey and concluded that 685/742 (about 92.32%) of folk songs used the visual method. Thus, the visual art method plays a dominant role in folk songs from 1975 to present.
With “the advantage of direct shaping, it helps the recipient perceive the reflected and described objects in a vivid, intuitive way. The shaping method helps us perceive objects, phenomena, and actions almost as they exist in real life, as they are happening in real life thanks to the literal meaning of the words and thanks to the suggestive, expressive nature of onomatopoeia, idioms, etc., if any” [32. 238]. However, the excessive use of shaping methods in folk songs from 1975 to the present has caused folk songs to lose their artistic value to some extent.
Some folk songs from 1975 to present have the strength of being short, concise, and succinct and have been considered proverbs, confidences, and advice:
A hundred years in this world, a credit debt is the end of the world.
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Mobile Phone Usage in Hanoi Inner City Area
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- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in people's daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone company's network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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Losing money without anyone's sympathy. Being greedy for high interest rates is often a trap.

Because of the game, I took risks. If I don't wake up quickly, I will go from poverty to ruin.
[6]
Many folk songs have quite specifically and vividly depicted the reality of modern society:
Life is funny. Vietnamese horror movies are as funny as comedy.
The gift from grandma to her beloved grandchild
An eyesore is what I want.
[6]
The expressive effect and the amount of reality reflected in folk songs using the figurative method are often proportional to the amount of words and the art of organization and choice of language in each song. With a fairly large amount of space, many songs have described quite fully and specifically a certain aspect of reality:
Sad to see the city in the afternoon Your shirt is too short, revealing your skin Sad to see the water spilled out
The person who just arrived knows where to avoid Sadness looks like the fog of gasoline
The road is full of dust and the color of green leaves is blurred. I look sadly at the ladies and gentlemen.
"Golden words and jade words" poured out around the chair, sadly looking at the lonely street corner
The black water is filled with the smell of... urea. Sad to see the paths coming and going.
Some of the guys swerved and swerved, which was terrifying…
[6]
The above folk song with twelve lines has pointed out a series of shortcomings and problems in modern society: the way of dressing, the way of behaving as well as the way of
uncivilized traffic participation of a part of the population in general, and young people in particular; environmental pollution... The author's mood before reality is also directly expressed through the repeated word "sadly looking".
The method of creating images proves to be suitable for the requirement of direct and specific reflection, depicting a picture of life close to what happened in reality. The following folk song is an example:
Children are like buds on a branch.
Knowing how to eat, sleep and study is good. Knowing how to not eat neem leaves is good.
Know that Facebook is just for fooling each other Know how to pout, know how to dye beard
Know how to film a fight at school Know 18+, know how to go to the ditch
Know how to forget your bra and go out at night Know how to eat cha, know how to eat nem
Know to go to motel each girl has a bed Know to love just to pass the time
Know when to give in to your best friend Know iced tea, know human world
Know how to always lose weight and slim down Know how to sympathize and tease people
Know when you cry to laugh out loud…
[6]
The above is a slice of a fairly typical reality in contemporary society. With a relatively large amount of words (for a folk song) along with the repetition of the word “know”, the above folk song is a relatively complete summary of bad habits and vices in the lifestyle of a part of today’s youth.
Folk songs after 1975 have many creative works using visual arts methods but are still very attractive and captivating because they know how to effectively apply traditional motifs:
Yesterday, I saved the hillside beauty. I forgot my wallet next to the young man.
If you can, please give it to me. Don't keep it as a secret in the house.
His car was on fire.
The old wife has not sewn the torn bib yet. His house has been broken for a long time.
Mom has not yet helped him "full" with money...
[6]
However, some folk songs in recent times, due to the lack of reasonable organization of language, limit the ability to reflect reality and lack poetry:
A bowl of cold soup with clear water A tiny piece of pork Ripples in the steam A fly's body is gently blown by the wind.
[6]
Although accounting for a small proportion (about 7.68%), the method of expression has contributed to making folk songs from 1975 to present richer in language organization:
No rice cake has bones. No civil servant has enough salary to live on.
When the loach lays eggs, the salary and price will be comparable.
[6]
The above folk song does not only have the first concrete, direct meaning of the set of words in the text. The way of taking an event that never happens in reality: the loach - a species of animal that only lives in the mud of a pond and never comes to lay eggs on the top of a banyan tree, has given rise to a new layer of meaning in the reader's perception: there is never a story of wages at the same price! The "impossible" similarity of the two objects above is the basis for the folk author to build a layered metaphorical relationship in the folk song. "This is also the goal that must be reached, the final node of the artistic perception process in this folk song." [32. 243]
Although the method of expression builds artistic images in many ways: metaphor, metonymy, comparison, allusions..., they are similar in one point: using one thing to talk about another. This has made the artistic text polysemous, the lyrical content is both concrete and visual and also abstract and general.
A question that arises is why there is such a big difference in the ratio of visual text and expressive text in folk songs from 1975 to the present. To explain this, we cannot help but pay attention to the historical context, the creative context, the performance environment as well as the artistic sense of the creative subject in this part of folk songs. Our country's society is in a period of strong transformation, modern people seem to be caught in the vortex of the extremely urgent and hurried pace of life of the market economy. In such historical context, performance environment along with the theme and lyrical inspiration of national history do not allow folk songs of this period to "favor" the roundabout way of speaking, talking far and near, using one thing to express another of the expressive art method. Moreover, creative subjects - people from all walks of life - with the burden of food, clothing, rice and money in difficult economic times no longer have much time to invest in their creations like the authors of traditional folk songs.
3.4. Differences between traditional folk songs and folk songs from 1945 to present
Before the August Revolution of 1945, our people lived in confinement, resigned to the fate of slavery. With the success of the August Revolution of 1945, the Democratic Republic of Vietnam was born, bringing our people to a new height, giving our people the right to be masters.
Through the study of Vietnamese folk songs from 1945 to present, along with the study and reference of research works on traditional folk songs, we have found that due to being born in different historical and social circumstances, there are some differences between these two groups of folk songs:
The first is the main inspiration. Living in the miserable, deprived, and extremely oppressed conditions of Vietnamese society before 1945, the masses composed traditional folk songs focusing on two main contents: the people's lamentations about their hard, difficult lives, being oppressed, exploited, and bound in all aspects; the heartfelt love, optimism, and hope for good things to come to their lives. Therefore, the main inspiration of traditional folk songs tends toward lyrical inspiration of private life. After 1945, with a new status, with the ability to participate in all areas of society, our people composed folk songs focusing on two main contents: love, a sense of responsibility for the homeland and the negative phenomena in society. The main inspiration of folk songs in this period tends toward lyrical inspiration of national history. Thus, if the main inspiration of traditional folk songs is lyrical inspiration of private life, the main inspiration of folk songs from 1945 to 1975 is lyrical inspiration of national history. This is completely consistent with the reflective needs of our people at that time.
Second is the theme. Compared to traditional folk songs, folk songs from 1945 to the present have changed and expanded the scope of themes. If love and family are the two central themes of traditional folk songs, then in folk songs from 1945 to the present, social themes occupy the central position. Although the same theme is about love and family, in two different parts of folk songs, folk authors have exploited them in different ways.
are not the same. In the traditional folk songs about love, the majority of the folk songs describe the rich and diverse emotions in the relationship between couples. In the folk songs from 1945 to 1975, love between couples is associated with love for the country and love for the nation. In the folk songs from 1975 to the present, love between couples is associated with trivial demands. The transformation and expansion of the scope of the topics in the two folk songs above have partly reflected the change in historical reality as well as the change in the artistic concept of folk authors in the new periods.
Third is the artistic space. Folk songs from 1945 to the present still have the appearance of an abstract artistic space as in traditional folk songs. However, the main function of folk songs from 1945 to the present is to reflect history, so the place names have been individualized and become independent elements of the folk songs.
The simple, close, familiar space that exists in traditional folk songs is also present in folk songs from 1945 to the present. However, due to being born in a new historical context, the aesthetic concept of the creative subject is new, so the nature of that space also changes.
If in traditional folk songs, the vast, majestic space carries the stature and beauty of nature and the universe to compare with human feelings, specifically love between men and women or the merit of parents, then in folk songs from 1945 to 1975, this space is used to affirm the solidarity and determination to fight of the entire nation, to praise the great contributions of the Party and Uncle Ho.
A very new point of folk songs from 1945 to present compared to traditional folk songs is that in modern folk songs, there is the appearance of a new type of space with a high socialization such as factory space, school, enterprise, construction site, hospital, battlefield, frontline, rear, internet cafe, dim light shop... The appearance of this type of space is completely consistent with historical reality and the inspiration of the subjects creating folk literature in general as well as modern folk songs in particular.
Fourth is artistic time. The artistic time in traditional folk songs and the artistic time in folk songs from 1975 to present is the present time, the performance time, which is symbolic to express the range of human emotions. Besides the artistic time which is symbolic, in folk songs from 1945 to present 1975, the artistic time is sometimes the time which is realistic and accurate. The effect of this type of time is to accurately record the glorious feats to motivate, encourage, and inspire our people to fight.
Fifth is the lyrical character. Although there is a huge amount of lyrics, the lyrical character in traditional folk songs focuses on character types such as boys, girls, husbands, wives, mothers, children, women with the status of daughters-in-law, merchants, servants, and hired workers.
In folk songs from 1945 to 1975, besides the typical characters in traditional folk songs mentioned above, there were also "new" characters such as soldiers, guerrillas, female laborers, workers, etc. Along with that, characters such as hired workers, servants, fortune-tellers that appeared frequently in traditional folk songs were sparse and gradually disappeared in modern folk songs. Traditional folk songs are the voice of the masses, especially women. That is why the female character accounts for a fairly high proportion of 1587/2079 (accounting for 76.33%) of folk songs with female lyrical characters. Traditional folk songs are where old mothers, young girls, and hard-working wives express all the emotions from longing, joy, sadness, desire for love, desire to live, and dreams of a peaceful and prosperous life. In folk songs from 1945 to the present, the number of female characters is equivalent to the number of male lyrical characters. Because folk songs at this time are no longer a place to express the emotional range of women but a place for the masses to encourage and motivate each other to fight together, increase production to protect and build the country, as well as criticize the negative phenomena that still exist in society.
Sixth is performance. Performance is a term used quite commonly in the study of literature and folklore. The connotation of this concept is still a matter of much debate.





![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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