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Increase Ielts Training Services According to Student Targets

increased and students remained stable. The growth rate for working people also increased, proving that the need to study TOEIC among working people in recent years has increased rapidly.

Table 2.11. Growth in IELTS training services by student groups



Object

IELTS

2017

2018

2019

2018/2017

2019/2018

Learn

pill

%

Learn

pill

%

Learn

pill

%

+/-

%

+/-

%

Pupil

18

13.8

21

15

24

16.2

3

16.7

3

14.3

Student

84

64.6

89

63.5

92

62.2

5

6.0

3

3.4

Went to work

28

21.5

30

21.5

32

21.6

2

7.1

2

6.7

Total

130

100

140

100

148

100

10

7.7

8

5.7

Maybe you are interested!

( Source: Human Resources Accounting Department - AMES Hue)

Based on the statistics table 2.12, the majority of customers using the IELTS training course are students. In 2017, the proportion of students accounted for 64.6% (equivalent to 84 students). However, in 2018 and 2019, this proportion decreased to 63.5% (equivalent to 89 students) and 62.2% (equivalent to 92 students), respectively. Although the proportion has decreased somewhat, the number of students using the course has still increased and maintained. In addition, the proportion of students registering to use the course has increased over the years, from 13.8% in 2017 to 16.2% in 2019 (an increase of 2.4%).

In summary, through the data on the subjects of the 2 training courses, it can be seen that the proportion of students and working people registering for the course is increasing. This shows that the Center is having a good relationship when cooperating with high schools and businesses through effective distribution and promotion policies. This helps to enhance the awareness and reputation of the Center to students in this group. As for the student group, this can be considered the main group registering to use the Center's 2 training courses. Although the number of students has increased significantly over the years, it can be seen that the proportion is gradually decreasing. With a competitive pressure

With the fierce competition today, with large centers, new centers opening more and more, and exam preparation classes focusing on this group, development for this group is becoming more difficult than ever, requiring great efforts to attract students from businesses.

2.2.4.4. Situation of training service implementation according to the market

Table 2.12. Status of training service implementation by market



Market

2017

2018

2019

2018/2017

2019/2018

Learn

pill

%

Learn

pill

%

Learn

pill

%

+/-

%

+/-

%


Thua Thien Hue

City

Hue

185

91.6

189

86.7

197

85.7

4

2.2

8

4.2

Towns

10

4.9

24

11

26

11.3

14

140

2

8.3

Districts

7

3.5

5

2.3

7

3.0

-2

-28.6

2

40

Total

202

100

218

100

230

100

16

7.9

12

5.5

( Source: Human Resources Accounting Department - AMES Hue)

The market that the Center focuses on mainly belongs to Thua Thien Hue province. Through the data table, we can see that Hue city accounts for the highest proportion and this is also the most important market that the center targets. In 2017, the proportion of students in Hue city reached 89.6% and decreased sharply in 2018 to 86.7% (down 4.9%). Compared to 2018, the proportion of students in 2019 decreased to 85.7% (down 1%). The reason for this decrease is the sharp increase in students in towns. Specifically, in 2018, the proportion of students in towns reached 11%, a large increase compared to 2017 at 6.1% (growth rate of 140%), while the proportion in 2019 increased insignificantly compared to 2018 at 0.3%. The increase in the proportion of students in the town since 2018 shows that the Center has had very good policies to penetrate this market to find more customers for itself. For students in the districts, the proportion over the years has fluctuated insignificantly and is very small compared to the other two regions (even the growth rate in 2018 was negative compared to 2017) because the Center only distributes at the central building at 18 Le Loi, Hue City. With such a long distance, it is also relatively difficult for students in the districts to register to use the Center's training courses.

2.3. STUDENTS' EVALUATION OF MARKETING-MIX POLICY FOR TOEIC AND IELTS TRAINING SERVICES AT THE CENTER

2.3.1. Characteristics of survey sample

During the investigation, 100 survey forms were distributed and all of them were valid for analysis. Therefore, the investigation study included 100 customer samples with the following characteristics:

Table 2.13. Characteristics of survey sample


Criteria

Classify

Frequency (Students)

Rate (%)


Sex

Male

37

37

Female

63

63


Age

Under 18 years old

19

19

18 to 25 years old

64

64

25 to 40 years old

17

17

Over 40 years old

0

0


Job

Pupil

19

19

Student

60

60

Went to work

18

18

Other

3

3


Income

Under 3 million

76

76

From 3 to 5 million

13

13

From 5 to 10 million

9

9

Over 10 million

2

2

(Source: SPSS 20 data processing results)

Gender information

The number of male and female students interviewed had a large difference with 37 male students accounting for 37% and 63 female students accounting for 63%. This sample structure ensures objectivity in the study.

Age information

The number of students is spread across 3 age groups, in which students from 18 to 25 years old account for the highest percentage at 64%. This is understandable as the majority of the age group are students with a great need for training courses, playing a big role in making decisions to choose and buy course products for use. Next are students under 18 years old accounting for 19% and the remaining are students from 25 to 40 years old accounting for 17%, these two age groups have an insignificant difference in student percentage.

Career information

The main subjects using the Center's courses focus on 3 main subjects: students, students, and professionals. In which, students account for the largest proportion with 60 students accounting for 60%. This is the group with many needs and purposes to register to study at the Center. Next are students and working people, accounting for 19% and 18% respectively, in which working people are the group that can completely control their own finances. In addition, there is another group that accounts for a relatively small proportion of 3%.

Income information

The number of research samples with income under 3 million reached the highest rate of 76% equivalent to 76 people, this is the average income level in Hue city, so the high rate is true to reality. The next highest rate is the income level from 3 to 5 million, accounting for 13% equivalent to 13 people. In addition, there are subjects with income from 5 to 10 million, accounting for 9% and over 10 million, accounting for 2%.

2.3.2. Characteristics of students' behavior in using training services

Courses that students have used and are using

Table 2.14. Courses that students have used and are using


Course

Frequency (Students)

Rate (%)

TOEIC

32

32

IELTS

64

64

Both courses above

4

4

(Source: SPSS 20 data processing results) Most students choose to buy and use IELTS courses, accounting for 64%, the rest is TOEIC courses, accounting for 32%. It can be seen that the number of students registering to use

IELTS courses are used more because of their practicality and more skills and can be easily and flexibly used anywhere. In addition, there are also some students who register to use both courses and account for an insignificant number of only 4%.

* Time the student purchased and used the course

Table 2.15: Time students have purchased and used the course


Time

Frequency (Students)

Rate (%)

6 months ago

63

63

In about 6 months to 1 year

20

20

In about 1 to 2 years

14

14

2 years or more

3

3

(Source: SPSS 20 data processing results)

Based on the processing results table, we can see that 63% of students have been using the course in the past 6 months, which proves that the majority of the survey subjects are new students of the Center. Next is the group of students who have been using the course for about 6 months to 1 year, accounting for 20%, students who have been using the course for about 1 to 2 years, accounting for 14% and finally 3% of students who have been using the course for 2 years or more.

Reasons why students choose courses at the center


Chart 2.1. Reasons why students choose the Center's courses

There are many reasons for students to register for courses at the Center. Based on chart 2, we can see that there are 8 main reasons why students choose courses at the Center. In which, students can choose many reasons at the same time, the reasons with the highest percentage are "teachers, enthusiastic, friendly" and "flexible schedule" with the rates of 71% and 73% respectively in the total of 100 students. "Quality course" and "Prestigious center" were both chosen by 54% of the total number of students. Next are the reasons "Knowing the Center through the media" and "Teachers with high professional qualifications" chosen by 39% in the total of 100 students. Meanwhile, the reasons related to "price" and "promotion" had the least number of choices in the total of 100 students surveyed, respectively 28% and 32%.

* Information channel to help students know about the Center

Table 2.16. Information channels students access


Information channel

Frequency (number of selections)

Rate (%)

Facebook Advertising

35

35

Friend referral

37

37

Direct call center with customers

row

17

17

Flyer

11

11

(Source: SPSS 20 data processing results)

According to statistics through the survey of the Center's students, up to 37 students out of 100 students approached the Center through friends' referrals. 35% of surveyed students chose to approach the Center through advertising on Facebook. The remaining 2 forms were less accessible to students, specifically, students who were directly called by the Center to customers were only 17 out of 100 students and approached by flyers were only 11%.

2.3.3. Learners' evaluation of marketing-mix policies for TOEIC and IELTS training services

2.3.3.1. Learners' evaluation of product policy

Table 2.17. Learners' evaluation of product policy



Criteria


t

Value

medium


Significance level

The curriculum is designed appropriately for

multi-level


11,686


3.92


0.000

Study program at the center

more effective than competitors


11,107


3.9


0.000

The center regularly organizes workshops and activities for

learner


11,442


3.88


0.000

Teaching method is easy to understand and approachable

collect


12,775


3.95


0.000

(Source: SPSS 20 data processing results)

Through table 2.12, we can see that the significance level (Sig.) of all variables is less than 0.05. This confirms that we have enough basis to reject the hypothesis H 0 , accept the hypothesis H 1 for all 4 criteria and it can be said that the general perception of students about the criteria in the product policy is different from 3. Combined with the t values ​​of the observed variables being all greater than 0, we can conclude that customers' perception of the criteria in the product policy is greater than 3.

But it is also necessary to add, for the criterion " The Center often organizes workshops and activities for learners ": (GTTB = 3.88) Although the Center has done relatively well, perhaps to increase the general feeling of learners towards the course, the Center needs to increase the number of specialized workshops, avoid traps or test-taking tricks. From there, it will increase the general feeling of learners towards their training course.

2.3.3.2. Learners' assessment of pricing policy

Table 2.18: Learners' assessment of pricing policy



Criteria


t

Value

medium


Significance level

Affordable tuition

22.13

4.41

0.000

Clear pricing information

16,126

3.94

0.000

There are reasonable document support costs.

7.98

3.57

0.000

Flexible pricing to suit the situation

social income


17,046


3.95


0.000

(Source: SPSS 20 data processing results) Using One Sample T-Test, we see that with a confidence level of 95%, the test for the significance level (Sig.) of the variables is less than 0.05, which means there is enough evidence to reject the hypothesis H 0 and accept H 1. In addition, the t-value of all variables is greater than 0, which means that customers have evaluated the criteria in the Center's pricing policy.

AMES Hue International English is above neutral.

For the criterion “There are reasonable costs for supporting documents”, the average score is 3.57, which is still lower than the other 3 criteria. This shows that some customers do not completely agree with this criterion. In fact, the cost of documents and books is not related to tuition fees, students need to spend more money to buy their own study materials. Students can buy those materials by buying them at the consulting counter, bookstore or photocopying, etc. Because the study materials are self-managed by students, many students may not agree with this criterion. In order to increase customers' perception of this criterion, the Center can offer price incentives to support students in reducing the cost of documents.

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