In general, the above research topics focus on determining the content of moral education, orienting moral values, and measures for moral education for high school students. In particular, there is currently no research topic on measures to manage moral education activities for private high school students in general and Van Hien High School students in particular. Therefore, the author chose the topic " Managing moral education activities for students at Van Hien High School, Hoan Kiem District, Hanoi City " with the hope that this is a necessary inheritance of previous studies and contributes more efforts and application of the educational management theory system to contribute to improving the quality of moral education for students at Van Hien High School, as well as private high schools in Hanoi.
1.2. Some basic concepts
1.2.1. Ethics and moral education
* Morality:
Ethics is a form of social consciousness. " Ethics are standards and principles recognized by public opinion, regulating human behavior and relationships with each other and with society" [26, p.297].
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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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Organizing Capacity Training to Develop School Education Programs According to the New General Education Program for Management and Teaching Staff
According to authors Pham Khac Chuong and Ha Nhat Thang: "Ethics is a form of social consciousness thanks to which people consciously adjust their behavior to suit human interests and social progress in the relationship between people, between individuals and society" [9, p.4].
From a philosophical perspective, ethics is one of the earliest forms of social consciousness, including principles, rules, and standards that regulate human behavior in relations with others and with the community. Based on these rules, people evaluate each person's behavior and dignity through concepts of good and evil, justice and injustice, duty, and honor [ 17, p.145].

From the perspective of Ethics, ethics is a special form of social consciousness that includes a system of viewpoints, concepts, rules, principles, and social norms [ 17, p12].
From the perspective of Education, morality is an aspect of personality, including a system of concepts about good, evil, good, bad... in the relationship between people [ 17, pp.170-171].
In a broad sense, the concept of ethics is closely related to the categories of politics, law, and lifestyle. Ethics is a fundamental component of personality, reflecting the personality of an individual who has been socialized. Ethics is expressed in a healthy, pure spiritual life, in actions that reasonably and effectively resolve conflicts. When recognizing ethics as a form of social consciousness, the ethics of each individual, each community, each social class also reflects their political consciousness towards existing issues [10, pp. 153-154]. Today, ethics is defined as follows: “Ethics is a special form of social consciousness that includes a system of viewpoints, concepts, rules, principles, and social norms. It is born, exists and changes from the needs of society, thanks to which people voluntarily adjust their behavior to suit the interests, happiness of people and the progress of society in the relationship between people and people, between individuals and society" [17, p12].
The essence of morality is the rules and standards in social relations, it is formed, exists and develops in life, is recognized by society and voluntarily implemented. Morality is a form of social consciousness reflecting social relations formed on the basis of economy and society. Each economic form or each stage has corresponding principles and moral standards. Therefore, morality has class, national and contemporary characteristics. That is, the moral values of yesterday are not suitable for today or there are moral values suitable for this class but not suitable for another class or another nation.
Nowadays, in the market economy and international integration, the concept of ethics also changes according to new thinking and awareness. However, it does not mean that the old ethical values are completely lost, instead there are new ethical values. According to the viewpoint of our Party and State, current ethical values are a profound combination of the nation's fine ethical traditions with the progressive trends of the times and of humanity. That is the spirit of diligence, creativity, love for the homeland associated with socialism, living and working according to the constitution and law, having a civilized lifestyle, having a humanitarian spirit and a noble international spirit. Ethics is a form of social consciousness, governed by socio-economic conditions, and at the same time it also interacts with other forms of social consciousness such as law, culture, art, education, science... Therefore, in the process of forming and developing personality, there are 3 elements: Ethical behavior, legal behavior, cultural behavior are considered the virtues of a perfect person including two aspects: morality and talent. In which, ethical behavior is considered the most important and best element according to the philosophy: " Law is the minimum morality. Morality is the maximum law ".
According to philosophy, law and morality are two levels of behavior closely related to each other with the same purpose of doing good and avoiding evil. Law is the minimum morality, in general, it means not to do evil. Morality is the maximum law, in general, it means not only not to do evil but also to voluntarily do good to bring material or spiritual benefits to others.
Based on the dialectical relationship between the forms of consciousness presented above, moral education in schools needs to be understood in a broad concept that includes moral behavior, legal behavior and cultural behavior.
* Education:
First of all, education is an activity or process that is systematically organized with purpose, content, methods, and means to influence.
affecting the mental and physical development of a certain group of people, making them gradually acquire the qualities and abilities as required.
Education in the narrow sense is one of two partial processes that make up the overall pedagogical process. According to this understanding, educational activities directly impact the system of values, thoughts, emotions, and ethics of the educational subject.
Thus, it can be understood that: Education is an activity aimed at people through a system of measures to impart knowledge and experience, train skills and lifestyle, foster necessary ideology and ethics for the subject, helping to form and develop capacity, qualities, and personality suitable to the purpose and goal of preparing the subject to participate in production labor and social life.
* Moral education:
Moral education is a conscious action aimed at forming in people the correct moral consciousness, emotions, motivations and behaviors, on the basis of helping them absorb the basic moral viewpoints, principles and standards of society and helping them express these viewpoints, principles and standards in their personal life activities (system of behavior, actions, habits, etc.). Based on these viewpoints and principles, people distinguish and choose correct moral relationships, and criticize moral behaviors that do not meet social requirements.
Moral education for students is a process carried out in schools, continuous in time and space, with the participation of many social forces, in which schools play a key role.
According to Professor Ha The Ngu and Dang Vu Hoat: " Moral education is the process of transforming moral standards, from the external demands of society on individuals into internal demands of the individual, into beliefs, needs, and habits of the person being educated ." [15]
Moral education in general schools is a part of the process.
Comprehensive education has a dialectical relationship with other educational processes such as intellectual education, aesthetic education, physical education, labor education and career education to form students' beliefs, habits, behaviors and ethical standards.
Moral education is a conscious impact to form people with correct moral consciousness, emotions, motives and behaviors, on the basis of helping them absorb basic moral viewpoints, principles and standards of society and helping them express moral viewpoints, principles and standards in their personal life activities. Based on those viewpoints and principles, people distinguish and choose correct moral relationships, criticize moral behaviors that are not suitable to social requirements. Moral education for students includes the impact of many objective and subjective factors, external and internal, is a process carried out continuously in time and space, with the participation of many social forces, in which the school plays a key role. It can be understood that there are as many relationships in school, family and society that students participate in as there are factors affecting students. Each force has its own importance, tasks, methods and superiority:
+ Family is the cell of society, the place where traditional values are most firmly preserved and developed. From the family, all ages can be educated to love their parents, family members, and fellow human beings. A happy family is based on the basic principle that everyone must love and respect each other, help each other in work and be the spiritual support for each member.
+ The school is a special social organization with a tight organizational structure, with the specialized task of educating and training children's personalities according to social orientations. The process of expressing the above functions is the process of organizing teaching and learning activities, educational activities,... according to a system of programs and contents that are organized in a tight and planned manner.
- The school is an agency under the management of the State, under the direct and close leadership of the Party, firmly grasping the viewpoints and guidelines of socialist education.
- The school has the function of implementing the goal of personality education and training.
- The school has carefully selected and organized educational content and methods.
- The school has a professional educational staff.
- The educational environment in schools has a pedagogical nature and has a positive effect on the process of moral education.
+ Social forces include: agencies, political and social organizations, economic organizations, mass organizations, functional agencies,... [9, p.7]. In the educational forces, schools play a leading role, are the center for organizing, coordinating and leading educational work.
1.2.2. Management, management of moral education activities
* Manage:
Management is a special form of social labor, closely associated with and developed with the history of human development. Since the division of labor in society, a special form of labor has appeared, which is to organize and control labor activities according to certain requirements. That special form of labor is also called management activity.
There are many different concepts of management according to different approaches such as:
+ “ Management is the continuous, organized, and oriented impact of the management subject (manager, management organization) on the management object (management object) in terms of politics, culture, society, and economy, through a system of laws, policies, principles, methods, and specific solutions to create an environment and conditions for the development of the object ”. [8, p.7]
+ “ Management is the directed, purposeful impact of the management subject (manager) on the management object (managed person) in an organization.
to make the organization operate and achieve its goals”.[ 18, p8]
+ “ Management is to ensure the operation of the system in the conditions of continuous change of the system and environment, is to move the system to a new state to adapt to new circumstances ”. [12, p8]
According to Fredenck, W.Taylor, author of scientific management
then:
“ Management is knowing exactly what you want people to do and then getting them to do it.”
that they get the job done in the best and cheapest way .”
According to Henry Fayol's administrative management theory: " Administrative management is forecasting and planning, organizing and commanding, coordinating and controlling ."
Although there are many different concepts of management as mentioned above, we can see that the common point of management that those concepts mentioned is:
- Management always has a goal. Management activities are carried out with an organization or a social group. This is the convergence point for the joint activities of many people.
- Management is the implementation of targeted impacts from the subject to the object. The human factor, in which the manager and the managed, play a central role in management activities.
- Management not only reflects the will of the subject but also the perception and implementation of activities according to objective laws. Management labor is an important condition for human society to exist, operate and develop.
From the above characteristics, it can be understood that: Management is the lawful impact of the management subject on the management object by a combination of ways and methods to exploit and make maximum use of the potentials and opportunities of individuals as well as organizations, to achieve the set goals.
* Education management:
Educational management is understood from many different aspects. Some authors believe that: The nature of educational management is pedagogical management: managing educational goals, educational content, educational - teaching methods, human management, managing educational tools; educational management aims to coordinate sectors, social forces, carry out educational socialization, mobilize resources and international cooperation in the fields of education and training. Educational management carries out these tasks through the implementation of four management functions: planning, organizing, directing and controlling.
If approaching educational management at the macro level ( educational system management ), then: Educational management is the voluntary, conscious, purposeful, systematic and regular impacts of educational management subjects at all levels on all links of the educational system to implement quality and effective organization, mobilization, coordination, monitoring and adjustment of educational resources, so that the educational system operates to achieve educational development goals [18].
If approaching educational management at the micro level ( management of an educational institution ), then : Educational management is the voluntary, conscious, purposeful, systematic and lawful impacts of the subject managing an educational institution on the collective of teachers, employees, learners and other educational participants inside and outside that educational institution, in order to carry out quality and effective educational and teaching activities to make the educational institution operate stably and develop to achieve the training goals of that educational institution [18].
According to author Dang Quoc Bao: " Educational management is a system of planned and purposeful impact of management subjects at different levels on all stages and parts of the system to ensure that agencies in the educational system operate optimally, ensuring development in both quantity and quality to achieve educational goals ."[1, p16]




![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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