Comment:
Of the 5 secondary schools mentioned above, 3 schools have met national standards (Phong Coc Secondary School, Le Quy Don Secondary School, Tran Hung Dao Secondary School). Most of the schools currently have enough standard area, ensuring classrooms for 2 sessions/day, and relatively complete facilities for teaching. 4/5 schools have implemented a good school lighting system. However, there are still few subject classrooms, no multi-purpose hall or gym (in the whole town, only Le Quy Don Secondary School has a multi-purpose classroom), the schools only have practice grounds and training grounds for physical education and sports activities. According to the Resolution of the Quang Yen Town Party Committee, in the coming period of 2015-2017, the remaining 2 schools will build enough facilities and conditions for teaching and learning to ensure recognition as national standard schools. This is both an opportunity and a huge challenge for the Party Committee, government and people of Quang Yen town in the coming period.
The results of the investigation of secondary schools in Quang Yen town in recent years show that the facilities and equipment have been continuously increased. Ensuring the minimum level for teaching and learning. Investing in classrooms, subject rooms, audio equipment, cameras and cameras to effectively carry out extracurricular education. The library is considered the information center of the school, not simply a place to borrow and read books. Therefore, in addition to the space for books and newspapers, the space for readers has computers connected to the Internet and printers, which are highly effective sources of information and data search. Books and documents meet the needs of teaching and learning. In particular, in the town, Le Quy Don Secondary School has an electronic library that operates effectively in exploiting information to serve the management and teaching work in the school.
Secondary schools are interested in equipping many types of teaching aids in the same trend of innovating the content and curriculum of secondary schools. However, compared to the teaching requirements in secondary schools, the equipment is still lacking. The equipment is in the direction of sharing teaching aids.
used between several subjects in the same grade level, in the same laboratory or in a room containing teaching aids of high economic value. For example, the Technology subject has teaching aids (voltmeter, ammeter, electric circuit, ...) that are only used a few times a year, so they should be used with the Physics subject. Some chemicals and equipment used in common between Biology and Chemistry should be arranged in the same room. The method of testing and assessing the quality of students in secondary schools does not encourage teachers to actively use teaching aids. 100% of secondary schools have Internet connection. Schools actively apply information technology to support management and innovate teaching methods; Most schools encourage teachers to apply IT in the teaching process.
Therefore, with the current quantity and quality of teaching aids and equipment, it is not possible to meet the high demand of all secondary school teachers in the teaching process, leading to the situation where there are teachers who want to prepare lessons according to the active teaching method using teaching aids, but in reality they cannot do so due to lack or non-availability of teaching aids to use, so some subjects are still taught without teaching aids, the quality of teaching lessons is low. To assess the level of surplus, shortage and quality of teaching aids in secondary schools today. Processing the questionnaire of managers, teachers and staff, it is found that teaching aids in secondary schools of Quang Yen town compared to the requirements of the program and the response to innovative teaching methods are not only lacking in quantity but also not guaranteed in quality. The quality of equipment after one year of use often decreases rapidly compared to the manufacturer's specifications, for example: the durability of projector bulbs, mirrors, and lenses are scratched, audio equipment loses sensitivity, volume decreases, and sound quality is not guaranteed.
The causes of this situation are:
- There are purchased devices of uncertain quality.
- Due to teachers not following the correct procedures during use, and poor skills in using audio-visual teaching aids.
- The TBDH preservation mode is not in accordance with the manufacturer's procedures.
Every year, based on teachers' needs, some schools invest a small amount of money, about 5 to 10 million VND, to repair, replace, supplement, or purchase new teaching aids that are damaged or cannot be repaired.
2.3.2.2. Measures to mobilize educational forces to invest in infrastructure and purchase teaching equipment of the Principals of secondary schools in Quang Yen town
Table 2.10: Measures to mobilize forces to invest in infrastructure and equipment
Principal's Measures
Level of implementation | ||||||||
Good (A) | Fair (B) | TB (C) | Not done yet | |||||
SL | % | SL | % | SL | % | SL | % | |
1. Utilize the State budget and socialize education to build facilities and purchase and equip teaching equipment according to the list of teaching equipment. Secondary school of the Ministry of Education and Training. | 38 | 43.7 | 32 | 36.8 | 17 | 19.5 | 0 | 0 |
2. Collect opinions from librarians and subject teachers on the quantity and quality of teaching aids, and from there make recommendations to superiors for distribution. right use | 25 | 28.7 | 21 | 24.1 | 21 | 24.1 | 20 | 23.0 |
3. From the beginning of the school year, the Principal directs the review of available teaching equipment, creates a matrix of teaching equipment used for each subject, and includes it in the school's operational plan for the year. school year | 20 | 23.0 | 32 | 36.8 | 20 | 23.0 | 15 | 17.2 |
4. Apply measures to strengthen and improve primary and secondary school rooms, laboratories and subject classrooms towards quality standards and towards modernizing teaching equipment. in school | 0 | 0 | 22 | 25.3 | 33 | 37.9 | 32 | 36.8 |
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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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Some measures to help students in the first grades of primary school use mathematical language effectively - 14 -
The Goal of Moral Education for Middle School Students

Comment:
Through the survey results from 87 managers and teachers of 05 secondary schools, it shows that:
The principal has realized the need to mobilize educational forces to invest in infrastructure, purchase and equip teaching equipment for the school. The principal has utilized the State budget and actively mobilized forces participating in education to organize the construction of infrastructure, purchase and equip teaching equipment according to the list of teaching equipment for secondary school education of the Ministry of Education and Training that the school needs, at the same time knowing how to promote the autonomy and self-responsibility of professional groups, managers, teachers, and staff in managing and using teaching equipment and reasonably distributing teaching equipment to professional groups that have organized them to monitor financial spending in equipping and purchasing teaching equipment.
However, the implementation of this measure is not uniform and the level of results of the activities is still low. The following figures will prove the above statement:
+ 43.7% of respondents said that the Principal had implemented activity 1 "Using the State budget and socializing education to build facilities and purchase and equip teaching equipment according to the list of secondary school teaching equipment of the Ministry of Education and Training" at a good level, while more than 50% of respondents said that the Principal had only performed at a fair and average level.
+ Up to 48.2% of respondents said that the Principal had carried out activity 2 "Collecting opinions from librarians and subject teachers on the quantity and quality of teaching aids, thereby making recommendations to superiors to distribute them for the right purposes." at levels B and C; 28.7% at level A; 23% were still at the level of not having done.
+ Up to 59.8% of respondents said that the Principal had implemented activity 3 "From the beginning of the school year, the Principal directed the review of available teaching aids, created a matrix of teaching aids used for each subject, and included it in the school's activity plan for the school year." at levels B and C; only 23% had used this activity at a good level; 17.2% had not done it.
+ Up to 63.2% of respondents said that the Principal has implemented activity 4 "Applying measures to strengthen and improve primary and secondary schools and subject classrooms towards quality standards and towards modernizing teaching equipment in schools" at levels B and C; no opinion said that the Principal has used this activity at a good level; even up to 36.8% of respondents said that the Principal has not had and has not used this activity.
Thus, the main reason is that the Principal has not proposed and implemented this measure synchronously, thoroughly, and lacks feasibility.
2.3.2.3. Current status of innovation in implementing the management function of the Principal in managing the construction of facilities and teaching aids.
Table 2.11: Level of implementation of management functions of the Principal in managing the construction of material facilities and equipment
Principal's Activities
Level of implementation | ||||||||
Good (A) | Fair (B) | TB (C) | Not yet do | |||||
SL | % | SL | % | SL | % | SL | % | |
1. Innovate the planning of construction management of infrastructure and equipment in the direction of effectively combining immediate requirements and long term requirements. | 21 | 24.1 | 42 | 48.3 | 24 | 27.6 | 0 | 0 |
2. Innovate the organization and implementation of the plan by assigning tasks, human resources, and finances reasonably, for construction. building infrastructure and purchasing equipment | 12 | 13.8 | 44 | 50.6 | 31 | 35.6 | 0 | 0 |
3. Innovate the direction of plan implementation by monitoring, motivating and encouraging managers, teachers and staff to complete mission. | 10 | 11.5 | 22 | 25.3 | 55 | 63.2 | 0 | 0 |
4. Innovate the inspection and evaluation of the implementation of the plan for managing material facilities and equipment, develop evaluation criteria, organize evaluation and have timely adjustment decision. | 18 | 20.7 | 44 | 50.6 | 25 | 28.7 | 0 | 0 |
From the results in the table above, we see that:
The Principal has recognized the importance of the Principal's management positions in the field of construction management of material facilities and equipment. The Principal has built a management plan in the direction of effectively combining immediate and long-term requirements, organizing the implementation of the plan by assigning tasks, human resources, allocating finances for purchasing material facilities and equipment reasonably, checking and evaluating the implementation of the material facilities and equipment management plan by developing evaluation criteria, organizing evaluation and making timely adjustment decisions. However, the implementation of activities in this measure is both unsynchronized and at a low level of efficiency, the following figures will further demonstrate that statement:
+ Up to 75.9% of respondents said that the Principal had implemented the activity of "Innovating the planning of construction management of material facilities and equipment in the direction of effectively combining immediate and long-term requirements" at levels B and C; only 24.1% of respondents said that the school had applied this measure well.
+ Up to 86.2% of respondents said that the Principal had implemented the activity of "Innovating the organization and implementation of plans by assigning tasks, human resources, and reasonable finances, for building facilities and purchasing teaching equipment" at levels B and C; only 13.8% of respondents said that the school had applied this measure well.
+ Up to 88.5% of respondents said that the Principal had implemented the activity of "Innovating the direction of plan implementation by monitoring, motivating and encouraging managers, teachers and staff to complete tasks" at levels B and C; only 11.5% of respondents said that the school had applied this measure well.
+ Up to 89.3% of respondents said that the Principal had implemented the activity of "Innovating the inspection and evaluation of the implementation of the plan for managing material facilities and equipment, developing evaluation criteria, organizing evaluation and making timely adjustment decisions" at levels B and C; only 10.7% of respondents said that the school had applied this measure well.
+ Thus, the main reason is that the activities proposed by the Principal have been implemented but have not promoted well the management functions in the field of construction management of material facilities and equipment, and the implementation of these activities is not very effective and thorough.
2.3.3. Current status of management of facilities and teaching equipment preservation of the Principal of Quang Yen Town Secondary School
2.3.3.1. Current status of preserving facilities and equipment
After investigating 05 secondary schools in Quang Yen town, it was found that most of the schools have relatively spacious pedagogical facilities and are fully equipped with teaching equipment. All schools have equipment storage, subject classrooms, libraries, and sports grounds.
In the laboratory, there are cabinets and shelves for storage and display. However, the arrangement is not scientific, not ensuring the factor of "easy to see, easy to find, easy to get" . Therefore, when you want to get a certain equipment, it takes time. In addition, because the equipment is not properly preserved, the climate in Vietnam is hot and humid, with a lot of rain, it is very easy to get moldy, damaged, even termites, some wooden equipment is warped and no longer usable. 5/5 schools (100%) have teachers in charge of equipment - libraries who are specialized or part-time teachers who are professionally trained in equipment work, or are on contract, so there is very little time for the work of arranging, organizing and preserving equipment. However, at the end of each school year, schools organize an inventory, but it is only done in a formal way by counting and checking to see if there is any missing or broken equipment without a plan to supplement or repair it at the right time. Computers and modern electronic devices have their own preservation regime and regular maintenance regime, so they rarely break down or need to be repaired.
The school has a book to track the borrowing and returning of teaching aids, educational equipment... by teachers. However, there are still staff in charge of equipment - library who do not really pay attention, there are teachers who borrow teaching aids without recording in the book, causing loss and waste. It can be said that the preservation of teaching aids in 05 secondary schools in the town
Quang Yen has been given attention but the effectiveness is not high. Damage and waste still occur, so it requires the management team, teachers and school staff to pay more attention.
2.3.3.2. Current status of innovation in management and preservation of facilities and equipment of the Principal of Quang Yen Town Secondary School
To learn about the current status of innovation in management and preservation of facilities and equipment of principals of secondary schools in Quang Yen town, we conducted a survey on the opinions of teachers and staff of the schools on this issue, the results are as follows:
Table 2.12: Current status of innovation in management and preservation of facilities and equipment
Principal's Activities
Level of implementation | ||||||||
Good (A) | Fair (B) | TB (C) | Not done yet | |||||
SL | % | SL | % | SL | % | SL | % | |
1. Develop a plan to preserve facilities and equipment. | 20 | 23.0 | 46 | 52.9 | 21 | 24.1 | 0 | 0 |
2. Develop a regular professional training plan for teachers (staff) and equipment. | 20 | 23.0 | 40 | 46.0 | 18 | 20.7 | 9 | 10.3 |
3. Construct and conveniently arrange practice rooms and storage rooms for teaching aids. | 16 | 18.4 | 35 | 40.2 | 22 | 25.3 | 14 | 16.1 |
4. Develop a system of documents and regulations on preserving facilities and equipment. | 0 | 0 | 25 | 28.7 | 27 | 31.0 | 35 | 40.3 |
Comment:
Through the survey results from 87 managers and teachers of 05 secondary schools in the area, it shows that:
The principal has realized the importance of preserving the school's facilities and equipment, so they have focused on planning and construction.



![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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