errors in the following tests or not. This is a very necessary job but not all teachers pay attention to doing it. Besides, the analysis and evaluation of students' learning results are not done well, leading to low efficiency in drawing lessons for students and adjusting teachers' teaching.
2.4.1.7. Management of guidance for students to self-study and self-research in the direction of subject integration
Table 2.9. Current status of management and guidance for students to self-study and self-research in the direction of subject integration
TT
Content | Level | Midpoint jar | |||||
Good | Rather | TB | Weak | Least | |||
1 | Develop and implement a self-study and research plan that integrates subjects suitable to practical conditions. of school and local | 58 | 30 | 12 | 4.5 | ||
2 | Organize guidance for students to register for self-study topics suitable for them. integrated subject program | 30 | 45 | 23 | 4.1 | ||
3 | Assign teachers to guide learning self-study, self-research | 23 | 45 | 30 | 3.9 | ||
4 | Ensure student support conditions and teachers in self-study and self-research | 20 | 30 | 40 | 8 | 3.6 | |
GPA | 4.01 | ||||||
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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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Current Status of Facilities Management, Ensuring Equipment for Self-Study Activities -
Fostering students' self-study ability in teaching some knowledge of Mechanics and Electromagnetism in high school Physics with the support of social network Facebook - 21 -
Proposal and Implementation of Measures to Foster Learning Methods for Students at Military Universities Based on the Idea of "Self-Study as the Core" -
Managing self-study activities of students at Tien Lang High School, Tien Lang District, Hai Phong City - 2

Comments: Through analyzing the data in the table above, it shows that the average score of Student Self-Study and Self-Research Guidance Management is assessed at a good level, with an average score of 𝑿 ̅ = 4.01. Of the 4 contents above, 1 content is assessed at a good level and 3 contents are assessed at a good level.
The content " Building and implementing a self-study and self-research plan in the direction of integrating subjects suitable to the actual conditions of the school and locality " is the best evaluated implementation content with 58 good comments.
30 comments rated good, 12 comments rated average, no comments rated weak or poor, good level, average score 𝑿 ̅ = 4.5 points.
The content " Ensuring conditions to support students and teachers in scientific research " was rated the lowest with 20 good comments, 30 fair comments, 40 average comments, 6 weak comments, no poor comments, reaching fair level, average score 𝑿 ̅= 3.6 points.
Through the survey and practical work, we found that the school's Board of Directors has paid attention to managing and guiding students in scientific research, regularly urging teachers and students to conduct scientific research. However, due to the school's limited financial conditions and its location in a difficult mountainous area of the province, the conditions for ensuring self-study and self-research activities according to subject topics are still difficult.
2.4.1.8. Management of professional training
Table 2.10. Current status of professional training management in secondary schools in Xin Man district
TT
Content | Level | Midpoint jar | |||||
Good | Rather | TB | Weak | Least | |||
1 | Building a teacher training plan above standard | 30 | 44 | 24 | 4.1 | ||
2 | Require self-study and self-improvement integrated teaching subject | 30 | 34 | 34 | 3.9 | ||
3 | Training through specialized seminars topic, teacher contest | 24 | 44 | 30 | 3.8 | ||
4 | Training in computer and foreign language skills | 16 | 34 | 44 | 4 | 3.7 | |
5 | Writing experience initiatives, research research on integrated teaching | 17 | 34 | 41 | 6 | 3.6 | |
6 | Study tour | 30 | 34 | 31 | 3 | 3.9 | |
GPA | 3.83 | ||||||
Comment: Through analyzing the data in the table above, it shows that the average score of Professional Training Management is assessed at a good level, shown by the average score of 𝑿 ̅ = 3.83. In the 06 contents above, there is no content assessed at a good level, all contents are assessed at a good level.
The content "Building a plan to train teachers to achieve above-standard qualifications" is the best evaluated content with 30 good comments, 44 good comments, 24 average comments, no weak and poor comments, reaching the good level, average score 𝑿 ̅ = 4.1 points.
The content with the lowest quality of implementation is "Writing innovative experiences and scientific research on integrated teaching" with 17 good reviews, 34 fair reviews, 41 average reviews, 6 poor reviews, no poor reviews, reaching fair level, average score 𝑿 ̅ = 3.6 points.
From the survey results and through observation and research of records, we found that the Board of Directors has paid attention to managing professional training. However, due to the school's conditions in a mountainous district, difficult economic conditions, and the school's financial resources for professional training activities are not much, so the management of professional training activities of the schools has only achieved a fair level.
2.4.2. Current status of student learning management
To study the current situation of managing learning activities of students in secondary schools in Xin Man district, Ha Giang province, we analyzed this situation through the following contents: Managing students' discipline and learning awareness, Managing students' self-study activities, preparing lessons at home, Managing students' learning activities in class.
2.4.2.1. Managing students' discipline and learning awareness
Table 2.11. Current status of discipline management and learning awareness of students in secondary schools in Xin Mam district
TT
Content | Level | Point medium | |||||
Good | Rather | TB | Weak | Least | |||
1 | Traditional school education | 34 | 47 | 17 | 4.2 | ||
2 | Issue school regulations in accordance with the law and in accordance with suitable for school practice | 21 | 44 | 30 | 3 | 3.9 | |
3 | Issue regulations on learning of pupil | 27 | 50 | 18 | 3 | 4.0 | |
4 | Education forms consciousness and attitude the right level of learning | 15 | 50 | 30 | 3 | 3.8 | |
5 | Regularly check the order student learning | 18 | 44 | 27 | 9 | 3.7 | |
GPA | 3.92 | ||||||
Comment: Through analyzing the data in the table above, it shows that the average score of students' discipline management and learning awareness is assessed at a good level, with an average score of 𝑿 ̅ = 3.92. All 05 contents above are at a good level.
The content "Traditional school education" is the best evaluated content with 34 good comments, 47 fair comments, 17 average comments, no weak and poor comments, reaching the fair level, average score 𝑿 ̅ = 4.2 points.
The content "Regularly checking students' study habits" was rated the lowest with 18 good comments, 44 good comments, 27 average comments, 9 weak comments, no poor comments, reaching the fair level, average score 𝑿 ̅ = 3.7 points.
Through the survey and practical work, we found that the Board of Directors of the schools has paid attention to educating the school's traditions, thereby helping students realize their role in contributing to the school's traditions. In addition, the school has also paid attention to promulgating school rules and regulations and studying. However, in addition, because the school is located in a difficult mountainous area, some students due to living conditions and family circumstances are the reasons why they lack willpower, cannot determine the motivation to study, therefore lack discipline and learning awareness. The Board of Directors needs to have solutions to improve students' learning awareness.
2.4.2.2. Managing students' self-study and homework preparation activities
Table 2.12. Current status of managing self-study activities and homework preparation of students in secondary schools in Xin Man district
TT
Content | Level | Point medium | |||||
Good | Rather | TB | Weak | Least | |||
1 | Issue regulations on self-study and student homework preparation | 30 | 44 | 24 | 4.1 | ||
2 | Regularly check your self-care student learning and preparation | 21 | 44 | 30 | 3 | 3.9 | |
3 | Complete students' self-study and homework assignments correct, sufficient and on schedule | 18 | 44 | 30 | 6 | 3.8 | |
4 | Be proactive and self-motivated in learning and study at home | 14 | 21 | 60 | 3 | 3.5 | |
GPA | 3.79 | ||||||
Comment: Through analyzing the data in the table above, it shows that the average score of students' self-study activities and homework preparation is assessed at a good level, with an average score of 𝑿 ̅ = 3.79, but at the lower limit of good. All 04 contents above are at a good level.
The content "Issuing regulations on students' self-study and homework preparation" is the best evaluated content with 30 good comments, 44 fair comments, 24 average comments, no weak and poor comments, reaching the fair level, average score 𝑿 ̅ = 4.1 points.
The content "Be proactive and self-disciplined in self-study and preparing lessons at home" is the content with the lowest rating, with 14 good ratings, 21 fair ratings, 60 average ratings, 3 poor ratings, no poor ratings, achieving fair, average score 𝑿 ̅ = 3.5 points.
Through the survey and practical work, we found that most students do their homework out of obligation, lack thinking, and are not proactive in studying the lesson. Students do not ask for teachers' opinions about the lesson when they do not understand. They do not want to ask, are afraid to ask for guidance from teachers. The management of this activity by the Board of Directors is not very effective.
2.4.2.3. Managing students' classroom activities
Table 2.13. Current status of managing students ' learning activities in class
TT
Content | Level | Midpoint jar | |||||
Good | Rather | TB | Weak | Least | |||
1 | Issue regulations to manage activities student dynamics | 34 | 46 | 18 | 4.2 | ||
2 | Ensure diligence in studying in class | 49 | 30 | 16 | 3 | 4.3 | |
3 | Serious attitude in spirit classroom learning | 27 | 50 | 18 | 3 | 4.0 | |
4 | Self-awareness in learning | 18 | 30 | 44 | 6 | 3.6 | |
5 | Use, care and preparation of equipment used for study | 23 | 45 | 30 | 3.9 | ||
GPA | 3.92 | ||||||
Comment: Through analyzing the data in the table above, it shows that the average score of Managing students' learning activities in class is assessed at a good level, with an average score of 𝑿 ̅ = 4.01. All 05 contents above are at a good level.
The content "Ensuring attendance in class meetings" is the best evaluated content with 49 good comments, 30 fair comments, 16 average comments, 3 poor comments, achieving a good average score.
𝑿 ̅ = 4.3 points.
The content "Self-awareness in learning" is the lowest rated content with 18 good reviews, 30 fair reviews, 44 average reviews, 6 poor reviews, no poor reviews, reaching fair level, average score 𝑿 ̅ = 3.6 points.
Through the survey and practical work, we found that most students in class showed diligence and seriousness in their learning. However, their self-awareness in learning was not high. With the above results, it shows that the Principal needs to have management measures to improve students' self-awareness in learning.
2.5. Current status of factors affecting the management of teaching activities of History - Geography in the integrated direction at secondary schools in Xin Man district, Ha Giang province
Table 2.14. Current status of factors affecting the management of teaching activities of History - Geography in the integrated direction at secondary schools in Xin Man district
TT
Content | Level | Midpoint jar | ||||
RAH | KAH | AH | IAH | |||
1 | Student Development Characteristics ethnic minority | 47 | 45 | 6 | 4.4 | |
2 | School Finance | 34 | 49 | 15 | 4.2 | |
3 | Facilities, equipment, and services integrated teaching | 64 | 34 | 4.7 | ||
4 | Economic situation, religious movement local education | 29 | 51 | 30 | 4.0 | |
5 | Leadership qualities and abilities middle school | 89 | 9 | 4.9 | ||
6 | Quality of teaching staff | 86 | 12 | 4.8 | ||
4.5 |
Average score
Comments: Through the analysis of the data in the table above, it can be seen that the majority of opinions assessing the above factors are very influential and quite influential on the management of teaching activities of History - Geography in the integrated direction at secondary schools in Xin Man district, Ha Giang province. The average score assessing the level of influence of the factors on the management of teaching activities in the integrated direction
rated at a very influential level, with an average score of 𝑿 ̅ = 4.34.
The most influential factor "Facilities, equipment, and services for integrated teaching and learning activities" was rated as very influential with an average score of 𝑿 ̅= 4.7, of which 64 opinions rated it very influential, 34 opinions rated it quite influential. The factor rated as having the least influence was “Situation
The "economic, local education movement" rated the level of influence very high with an average score of 𝑿 ̅ = 4.0, of which 29 opinions rated it very high, 51 opinions rated it quite high and 34 opinions rated it average.
Evaluate and identify factors affecting the management of teaching activities in secondary schools in Xin Man district, which need special attention to improve the quality of teaching activities in History - Geography in an integrated direction.
The factor "Quality and capacity of leaders of secondary schools" is assessed to have a very high influence on the management of teaching activities of History - Geography in an integrated direction, with an average score of 𝑿 ̅ = 4.9, of which 89 opinions assessed it as very influential, 9 opinions assessed it as quite influential. The assessment of the factors
Subjective factors affecting the management of teaching History - Geography in an integrated direction need special attention to have proactive measures to influence factors to improve the quality of teaching History - Geography in an integrated direction.
2.6. General assessment of the current status of management of teaching and learning History - Geography in an integrated manner in secondary schools in Xin Man district, Ha Giang province
2.6.1. Results achieved
The Board of Directors of Xin Man District Secondary Schools has synchronously implemented teaching management activities for History - Geography in an integrated direction.

![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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