This type of crime will contribute to building our society more civilized and prosperous.
The Principal directs the Vice Principal in charge of professional matters, the Head of the Professional Group and teachers to coordinate with organizations such as the Trade Union, mass organizations, local government associations, businesses in the school area, and related units to discuss the contents, programs, and plans to raise awareness and skills in social development for high school students.
The principal directs the professional team to coordinate with teachers, organizations such as the Trade Union, mass organizations, local government organizations, and businesses in the school area to mobilize financial resources, facilities, human resources, and information resources to serve social development activities for high school students. The principal needs to build a coordination mechanism between the school, homeroom teachers, parents, and participating forces to coordinate the implementation of social development activities for high school students.
The Principal, together with the local government and the Department of Education and Training, coordinates to organize capacity building for organizing social and environmental education activities for high school students.
To effectively combat and prevent this type of crime, with a core role in the prevention and fight against all types of crimes and social evils, the Principal needs to coordinate with Mong Cai City Police to promote propaganda and dissemination of methods, tricks of crime and incidents so that people and students themselves can raise awareness, skills to prevent, avoid and defend themselves when being abused.
Establish hotlines and crime reporting mailboxes to receive all information and documents related to child abuse cases. At the same time, focus on synchronously and drastically implementing working measures, doing a good job of grasping the situation, investigating and clarifying, and coordinating with other sectors to strictly handle child abuse cases, especially child sexual abuse and rape, before the law.
Mobilize local social resources to do a good job of socializing education to coordinate to foster the capacity to organize social education activities for high school students, mobilize social resources to support funding to renovate classrooms, invest in school counseling rooms to meet the needs of students. Mobilize the support of forces inside and outside the school to build and repair clean and beautiful school facilities.
TT
Participating forces | Functions and tasks | Requirements on knowledge, skills, attitudes | |
1 | Principal, Vice Principal in charge of professional matters | Directing the development of content, programs, and plans for social science education activities for students in high schools. | - About knowledge: Have knowledge of social education activities for high school students - Regarding skills: Applying qualities and abilities in directing social education activities for high school students - Regarding attitude: Serious in directing social education activities for high school students |
2 | Head of professional group, core teacher | Discuss the content, program, forms and methods of social science education activities for high school students. | - About knowledge: Have knowledge about child sexual abuse prevention - Regarding skills: Apply qualities and abilities in directing discussions on content, programs, forms and methods of social education activities for high school students. - Regarding attitude: Serious in directing to discuss content, program, forms, Social and ethical education activities for high school students |
3 | Other educational forces (Women's Union, City Police, Social Protection Center, City Medical Center, experts, Parents' Association...) | Coordinate to organize training activities for social and environmental education for high school students | - About knowledge: Have knowledge about child sexual abuse prevention. - About skills: Have skills to plan and organize social education activities for high school students - Regarding attitude: Have a serious and responsible attitude in coordinating and organizing educational activities for students. XHTD for high school students |
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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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Management of training in organizing extracurricular educational activities for primary school teachers in Ha Long city, Quang Ninh - 1 -
Professional Training for Management Staff and Teachers to Organize Creative Experiential Activities on Educational Themes for Students at Thai Nguyen High School -
Developing a Competency Assessment Tool for Organizing Experiential Activities for Primary School Teachers in a Multicultural Educational Environment -
Measure 2: Organizing Self-Study Math Activities for Elementary School Pedagogical University Students
94
* Conditions for implementing measures:
To implement the measure, it is necessary to have the attention and support of the school's Board of Directors, headed by the Principal. The support of the team in propagating and mobilizing parents and students to participate.
The principal must build good relationships with forces participating in organizing and fostering social development education activities for high school students such as teachers, Youth Union, Parents' Association, social organizations, associations... to improve the effectiveness of social development activities for high school students.
There are funds and facilities to serve these activities.
3.2.5. Measure 5: Directing the construction of school counseling rooms to meet students' needs
* Target:
From the reality of chapter 2, it can be seen that the team of teachers and the Board of Directors have certain skills to guide students in social work. Having a good and enthusiastic team of counselors is a great advantage, however, it is not only the team of counselors who do counseling work, but must gather all forces in the school and society, to achieve the goal, it is necessary to have appropriate counseling models. The models that are built require specific, detailed action plans, suitable for each target group and put prevention issues first.
School psychological counseling prevents, supports and intervenes (when necessary) for students who are facing psychological difficulties in studying and living to find appropriate solutions, minimize possible negative impacts; contribute to building a safe, healthy, friendly educational environment and preventing social evils and school violence. Support students in practicing life skills; enhance will, belief, courage, appropriate behavior in social relationships; practice physical and mental health, contribute to building and perfecting personality.
* Content and implementation method:
The school established a Student Counseling and Support Team and arranged part-time staff and teachers to conduct school counseling work for students.
The composition of the Student Counseling and Support Team includes: A representative of the school leadership as the Team Leader; members are officers and teachers who are also psychological counselors, school health workers, officers and teachers in charge of the Youth Union and Young Pioneers, representatives of parents and some students who are class officers, Youth Union and Young Pioneers officers; assign specific tasks to each member to organize and operate school counseling activities to meet the needs of high school students in the school. Members of the Counseling Team need to
need to be equipped with some basic knowledge and skills in psychological counseling. The staff and teachers who are also in charge of counseling students must be experienced and trained in psychological counseling expertise and skills.
Organize surveys and build initial psychological data for students at the beginning of the school year; classify, monitor, and regularly update students' psychological characteristics and developments.
The school counseling room has the function of providing psychological counseling for age, gender, marriage, family, and adolescent reproductive health appropriate to the age; counseling, educating skills, cultural behavior measures, preventing and avoiding violence, abuse, and building a safe, healthy, and friendly educational environment; counseling to enhance the ability to respond and solve problems arising in family relationships, teachers, friends, and other social relationships; psychological counseling for students who are in difficulty and need support, intervention, and timely resolution. Referring and taking students to facilities and psychological treatment experts in cases where students have psychological disorders beyond the school's counseling capacity. The form can be counseling, private counseling, group counseling, directly at the counseling room, direct counseling via the internal network, email, social networks, telephone, and other means of information.
The principal directed to strengthen coordination between the school and external forces:
Coordinate with parents: Regularly exchange information about students; raise parents' awareness of the characteristics of psychological development of each age group and the impact of those changes on students; regularly pay attention, detect and have timely and appropriate support measures for unusual manifestations of students.
Coordinate with experts, professional psychological counseling centers, medical facilities, judicial and law enforcement agencies to provide psychological therapy and promptly handle cases of students requiring intensive intervention;
Coordinate with agencies and organizations on educational psychology, qualified pedagogical schools, experts and scientists to train teachers and psychological counselors with the correct knowledge, skills and attitudes necessary to carry out psychological counseling and consultation work in schools.
Equipment: The school needs to arrange a separate psychological consultation room, ensuring privacy, confidentiality, and easy access to suit the consultation activities. The school consultation room needs to have minimum equipment to ensure activities such as tables, chairs, bookcases, computers, telephones, and psychological tests for intelligence, personality, and career guidance for students.
* Minimum standards for consultants
The school TVTL department should have at least one full-time specialist with basic training to ensure professional ethics in professional activities. In case there is no full-time specialist with basic training, the staff in charge of the department should be professionally trained through a systematic and regular training program. The best mechanism is that the consultant works under the direct management of the school and enjoys the regime and policies as a staff member, serving the interests of the school.
Each school TVTL room in a general school must be connected to a specialized psychologist (with a doctoral degree) to participate in supervision/professional support to ensure the quality of counseling/consultation activities and avoid risks. A network of experts can be established to support the specialist in charge in many schools.
Consulting is a special activity in human communication, a science and an art in communication and behavior, so it also requires consultants to have professional skills, to comply with principles, regulations, ethics, and responsibilities in consulting activities. In addition to meeting the above general requirements, consultants must also understand educational science and pedagogy to be able to complete their consulting tasks well.
* Minimum professional documents and papers
The minimum professional documents required for the main operating department are the Administrative File and the Professional File of the department, which include: organizational structure and operation chart of the department; code of ethics; operating regulations; diary; collection of consultation/consultation registration forms; personal records, basic consultation/consultation documents; basic consultation/therapy tests/exercises; support tools; reference books in prevention, consultation/consultation.
* Conditions for implementing measures:
High school principals must have vision and correctly assess the needs of students for school counseling. Ensure adequate land and staff to conduct school counseling. The team of counselors must be competent and knowledgeable about science and education.
Have sufficient funding and equipment to support the implementation of school counseling rooms in schools.
3.3. Relationship between measures
To effectively manage social work activities for high school students in Mong Cai City, the school needs to implement the above measures synchronously and flexibly.
Each educational management measure has a certain position and role in the process of managing social development activities for high school students. However, these measures are always closely related to each other, being a system of measures aimed at the common educational goal, each measure has its advantages and disadvantages. Moreover, each educational management measure for social development skills must be implemented under certain conditions. In practice of educational management, especially social development skills education, in order to resolve pedagogical situations that arise conflicts, managers must apply many coordinated measures to resolve them, depending on the nature, conditions, and circumstances to choose and combine appropriate management measures. Good implementation of this measure will be the premise for effective implementation of other measures and vice versa. Therefore, it is necessary to ensure consistency in organizing the implementation of the above measures in schools. Each measure would be of little use if taken alone.
The use of social work education management measures for high school students must be placed in a coordinated relationship between schools, families and society. If high schools in Mong Cai City - Quang Ninh carry out this activity synchronously, it will contribute to the success of high school student education in general and social work skills education for students in particular, meeting the educational goals of the school, the locality and the industry.
3.4. Testing the necessity and feasibility of measures
3.4.1. Test objectives
Through the survey to probe the agreement of the participants in assessing the urgency and feasibility of measures to manage social work activities for students in Mong Cai City, Quang Ninh Province.
3.4.2. Test subjects
Get opinions from the management staff and teachers of 3 high schools in Mong Cai City with a total of 105 people.
3.4.3. Test content
Test content: After proposing measures to manage social work activities for high school students in Mong Cai City. To assess the urgency and feasibility of the proposed measures, the author conducted a survey through a questionnaire for managers and teachers of 3 high schools in Mong Cai City, Quang Ninh Province.
3.4.4. Test results
To have a scientific basis for the research problem, the thesis conducted a survey on the urgency of solutions to manage social work activities for high school students in Mong Cai City with four levels: 1- Not urgent; 2- Less urgent; 3- Urgent; 4- Very urgent
Table 3.4: Test results on the necessity of measures
TT
Level of need | Level of need |
| TB | ||||||||
No need design | Less necessary | Necessary | Very necessary | ||||||||
SL | % | SL | % | SL | % | SL | % | ||||
1 | Directing the development of educational paths to prevent sexual abuse of students in high schools in the city. Mong Cai - Quang Ninh | 0 | 0 | 14 | 13.1 | 15 | 14.6 | 77 | 73.1 | 3.62 | 1 |
2 | Organizing training for teachers on capacity to educate and prevent sexual abuse for high school students in Mong City Cai - Quang Ninh | 0 | 0 | 19 | 17.7 | 19 | 18.5 | 67 | 63.8 | 3.46 | 4 |
3 | Directing the development of school programs towards enhancing skills education Social Studies for High School Students. | 0 | 0 | 15 | 14.6 | 24 | 23.1 | 65 | 62.3 | 3.48 | 3 |
4 | Mobilizing educational forces to participate in preventing sexual abuse for high school students in Thanh Hoa Mong Cai City - Quang Ninh | 0 | 0 | 6.5 | 6.2 | 34 | 32.3 | 65 | 61.5 | 3.55 | 2 |
5 | Directing the construction of school counseling rooms to meet the needs student demand | 0 | 0 | 22 | 20.8 | 19 | 18.5 | 64 | 60.8 | 3.40 | 5 |

Figure 3.1: Results of testing on the feasibility of measures
The test results show that all 5 measures are assessed at a high level of urgency, no measure is assessed as not urgent. The average assessment score of the measures is assessed with an average score from 3.40 to 3.62.
Table 3.5. Results of testing on the feasibility of measures
TT
Feasibility | Feasibility |
| Rank | ||||||||
Not feasible | Unlikely | Possible | Very feasible | ||||||||
SL | % | SL | % | SL | % | SL | % | ||||
1 | Directing the development of educational paths to prevent sexual abuse of students at high schools in Mong Cai City - Quang Ninh | 0 | 0 | 22 | 20.8 | 22 | 21 | 61 | 59 | 3.38 | 1 |
2 | Organizing training for teachers on capacity to educate and prevent sexual abuse for high school students in Mong City Cai - Quang Ninh | 0 | 0 | 19 | 17.7 | 57 | 55 | 29 | 28 | 3.10 | 2 |
3 | Directing the development of school programs towards enhancing PT skills education XHTD for high school students. | 0 | 0 | 23 | 21.5 | 51 | 49 | 32 | 30 | 3.08 | 3 |
4 | Mobilizing educational forces to participate in preventing sexual abuse for high school students in the City Mong Cai - Quang Ninh | 0 | 0 | 54 | 51.5 | 27 | 25 | 24 | 23 | 2.72 | 7 |
5 | Directing the construction of school counseling rooms to meet the needs of pupil | 0 | 0 | 40 | 38.5 | 35 | 34 | 29 | 28 | 2.89 | 5 |

![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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