After each assessment, it is necessary to find out the advantages and limitations in order to find solutions, at the same time adjust and propose directions for rights and duties education activities through the following experiential activities.
1.5. Factors affecting the management of rights and duties education through experiential activities for junior high school students
1.5.1. On the content of education on rights and duties for students
Currently in secondary schools, education on children's rights and responsibilities through experiential activities is not an official educational content, placed separately but is integrated with other educational content. Most schools often organize experiential activities to develop general capacity for students. Therefore, specific educational content such as education on rights and responsibilities has not been fully implemented in schools to achieve the set educational goals. Therefore, the harmonious arrangement between other educational content and experiential education content requires managers to grasp the content of activities, divide according to the level and nature of each educational task to effectively organize educational activities on children's rights and responsibilities for students in schools through experiential activities.
1.5.2. Capacity of management staff and teaching staff
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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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In order to effectively manage the education of rights and duties for secondary school students through experiential activities, the quality of management functions plays an important role. If the manager performs well the management functions in education of rights and duties (specific planning, reasonable organization and assignment, close direction of implementation, correct inspection and evaluation, etc.), the management work will be highly effective. On the contrary, if the manager does not perform well the management functions, the management work will hardly be highly effective.
Besides, the quality of the teaching staff is also an important factor determining the quality of education. In fact, teachers often focus on developing

Specialized or educational activities aimed at students' qualities and abilities according to regulations. Specific contents such as rights and duties education, life values education, sex education, reproductive health... are also less concerned. Knowledge and experience in rights and duties education are often only formed through the practical work of each teacher, so they are still empirical in nature.
1.5.3. Actively participate in experiential activities to educate students about their rights and responsibilities.
The results of educating children's rights and duties depend on their positive attitude and initiative in participating in educational activities. Because if students are active and proactive in participating in activities, the educational results will be high. On the contrary, if students are not interested in activities and do not follow the requirements and orders of teachers, it will be difficult for students to receive rights and voluntarily perform their duties after being educated. The role of managers and teachers is to create interest in students and attract them to experiential activities in schools. Thanks to that, the effectiveness of educating children's rights and duties increases, which is also the basis for affirming the management effectiveness of the school principal.
1.5.4. Regarding finance, facilities for education of rights and duties through experiential activities
This is a necessary condition to ensure that experiential activities integrating education on rights and duties for students are successfully implemented. If the school has adequate investment, the educational efficiency achieved will be high. However, for experiential activities organized to educate students on rights and duties, it is necessary to mobilize resources from parents and other educational forces to create abundant financial resources, which is the basis and is
motivation to carry out rights and duties education activities to achieve the set goals. In the process of mobilizing resources to educate students about rights and duties through experiential activities, schools must play a core role in the coordination of educational forces. School principals need to be flexible and proactive in establishing relationships with educational forces outside the school to support the good organization of experiential activities integrating rights and duties education for students.
1.5.5. On the part of students' families and other social forces
The realization of students' rights and duties requires the cooperation of the important role of students' families. The family is both an educational environment and a basis for experiencing students' rights and duties. Therefore, in order to successfully educate, the family needs to build a suitable educational environment, consistent with the educational impacts of the school. At the same time, parents must have knowledge about educating children's rights and duties, have the right awareness and be ready to accompany the school in the process of organizing student educational activities.
The negative side of the market economy has a significant impact leading to a distortion in the perception of a part of students about rights and duties. Students tend to demand rights inappropriately and do not fulfill their responsibilities in relationships. Therefore, schools need to clearly identify educational forces outside the school, mobilize them to support educational impacts consistent with school education.
Chapter 1 Conclusion
Rights and duties education through experiential activities is a part of the educational process in schools. Organizing rights and duties education through experiential activities is an advantageous path, with great convenience in educating students. Experiential activities help students experience their own rights and develop their abilities to fully perform their duties in the surrounding relationships. Rights and duties education through experiential activities is a unified process with elements such as goals, content, educational methods and ways of testing and evaluating results, thereby making adjustments to suit the age and living conditions of students.
To manage the education of rights and duties for secondary school students through experiential activities, it is necessary to ensure a number of issues such as: Planning, organizing, directing, checking and evaluating the activities of education of rights and duties through experiential activities. If implemented synchronously and closely between the stages, it will be a condition for the effective implementation of these educational activities of the school.
Managing education on rights and duties through experiential activities for secondary school students depends on many factors such as content, educational programs; capacity of management staff and teachers; students' positivity; physical facilities, finance and family and social factors. There are many intertwined influences among the factors, creating complexity in educational activities. In order to coordinate factors well to create effective education at schools, the Principal must clearly demonstrate his/her role and responsibility in raising understanding of rights and duties for students in particular and improving the quality of student training according to the general school level goals, contributing to training and developing human resources to serve the cause of national development.
The above theoretical studies will be the foundation for understanding the current status of management of education on students' rights and duties through experiential activities in secondary schools in the author's research area, thereby proposing measures to improve the quality and effectiveness of education on rights and duties for students of the school.
Chapter 2
CURRENT STATUS OF EDUCATION MANAGEMENT ON CHILDREN'S RIGHTS AND RESPONSIBILITIES THROUGH EXPERIENTIAL ACTIVITIES IN SECONDARY SCHOOLS IN HUNG YEN CITY, HUNG YEN PROVINCE
2.1. Characteristics of secondary education situation in Hung Yen city, Hung Yen province
- Hung Yen city is the capital of the province, the political, economic, cultural and scientific center of the province. Therefore, it receives information quickly, has high intellectual standards and is a place with a tradition of studiousness; at the same time, departments, branches, organizations and parents' associations pay attention to creating all material and spiritual conditions for the education career.
- The majority of the management staff and teachers are enthusiastic, highly responsible, have a lot of experience in teaching, are always passionate about their profession, love children, actively study, improve their professional knowledge, fully perform and complete the duties and responsibilities of teachers.
- In the secondary education system of Hung Yen city, there are 17 secondary schools and 01 multi-level school with about 184 classes, from 6738 to 7000 students. Of which, grade 6 has about 52 classes, grade 7 has about 46 classes, grade 8 has about 46 classes, grade 9 has about 40 classes.
- Right from the beginning of each school year, the City Department of Education and Training has directed schools to carry out the tasks of Secondary Education, emphasizing the following contents:
+ Organize teaching and assessment according to the orientation of developing students' capacity, ensuring the correct knowledge and skills standards suitable for students according to the requirements of the Ministry of Education and Training and the Department of Education and Training.
+ Develop plans to nurture excellent students, tutor weak students; apply information technology in organizing and managing professional activities, managing students' learning outcomes; enhance the combination model
Traditional classrooms with online classrooms, towards equity in access to high-quality educational services. Strengthen online teacher and manager training.
+ Organize creative experiential activities suitable for each school in 2 forms: Building a separate program or integrating teaching into lessons and subjects.
+ Physical education, national defense and security education, and elective teaching follow the instructions of the Ministry of Education and Training and the Department of Education and Training. Based on the actual situation, each unit teaches different elective subjects to suit its unit.
+ Education integrates the following contents: Moral education, learning and following the moral example of Ho Chi Minh; legal education; anti-corruption education; education on national sovereignty over borders and islands; economical and efficient use of energy; environmental protection, biodiversity and nature conservation; education on marine and island resources and environment; response to climate change, prevention and mitigation of natural disasters; traffic safety; learning through heritage or at companies, businesses, production facilities, etc. into subjects in an appropriate and effective manner. Pay attention to updating learning contents related to current events of the homeland and country, statistics for subjects of History, Geography, Civic Education, etc.
+ Organize and carry out social activities well such as traffic safety, preventing social evils from entering schools, actively protecting the environment, and doing public service.
+ Organize social activities to prevent social evils from entering schools, actively protect the environment, and do public service work such as: organizing national clean water day, participating in parades in response to traffic safety month, reading festival, etc.
The quality of secondary education in Hung Yen city is increasingly developing, the rate of secondary school graduates is high; the number of students admitted to grade 10 of Hung Yen specialized high schools, grade 10 of public high schools, grade 10 of private high schools and continuing education every year accounts for a high percentage in the whole Hung Yen province. The quality of mass education is maintained and stable; the quality of key education has been improved over many years. The rate of students classified as having good conduct and good academic performance is the majority.
Hung Yen City Secondary Education always believes that with the efforts of the management staff and teachers of secondary schools, the attention and direction of the City Party Committee, People's Council, People's Committee, Department of Education and Training of Hung Yen province and the departments and unions of the city, the province and the support of the people of the city. The Department of Education and Training will achieve even more brilliant achievements in the following school years.
2.2. General issues on current situation survey
2.2.1. Survey objectives
Surveying the current status of management of children's rights and responsibilities education through experiential activities for students of secondary schools in Hung Yen city to analyze and evaluate the advantages and limitations of this educational activity, thereby proposing appropriate management measures to improve the quality of children's rights and responsibilities work in particular and the comprehensive education of students in general in the current period.
2.2.2. Survey content
Survey on the current status of children's rights and duties education through experiential activities in secondary schools in Hung Yen city
Survey on the current status of education management of children's rights and duties through experiential activities in secondary schools in Hung Yen city.
Survey of the current status of factors affecting the management of children's rights and responsibilities education through experiential activities in secondary schools in Hung Yen city.
2.2.3. Survey subjects
Survey subjects: Management staff and teachers at 15 secondary schools in Hung Yen city including: 65 teachers, 15 managers.
Survey time: December 2019.
2.2.4. Survey method
- Questionnaire survey method: to assess the current status of education management of children's rights and responsibilities through experiential activities in secondary schools in Hung Yen city, Hung Yen province.
- Data processing method: After collecting data from the questionnaire, it is converted into scores at different levels of each criterion and uses mathematical statistics to calculate the average value, from which it is analyzed and research conclusions are drawn:
Formula for calculating average value
In which: X : Average score
X X 1 i
n
∑: Total score of survey objects n: number of survey objects
Xi: the score obtained at Xi of the examined specimen at each measurement.
The survey form is designed with 2 forms for 2 subjects: Secondary school managers and secondary school teachers.
The scoring convention is as follows:
Very good/Very frequent/Very influential: 3 points Good/Frequent/Influential: 2 points
Level Not good/ Not often/ Little impact: 1 point





![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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