Nguyen; create favorable conditions for learners to continuously improve the quality of learning with modern advanced skills and knowledge to start a business and advance; strive to become a national key school and prepare conditions to develop into a university; develop the brand of public vocational education institutions in Dak Lak province widely in the country, region and internationally.
- With the purpose of training skilled human resources, through training, it contributes to creating jobs, stabilizing politics, culture, society and especially solving social problems such as hunger eradication, poverty reduction, reducing social evils... Therefore, vocational training has perfected people to improve the quality of human resources, increase labor productivity, thereby directly and stably affecting socio-economic development.
Duties and powers of vocational education institutions include:
- Develop strategies and plans for vocational training facilities development.
- Organize training for vocational training levels according to the following regulations:
+ Vocational education center organizes elementary level training, general vocational training and career counseling for students according to the general education program;
+ Secondary schools organize training at intermediate and elementary levels;
+ Colleges organize training at college, intermediate and elementary levels.
- Organize regular training
- Autonomy and responsibility in student recruitment and management.
- Publicly announce training objectives and programs; conditions to ensure teaching and learning quality; tuition fees and tuition exemptions and reductions; and inspection results.
determining training quality; system of diplomas and certificates of vocational training institutions; job positions after graduation and measures to check and monitor training quality.
- Organize teaching and learning according to training objectives and programs; grant vocational education degrees and certificates to learners; organize learners to study, practice and intern at enterprises through contracts with enterprises.
- Use foreign training programs that have been recognized for quality by reputable foreign or international educational and training organizations to perform training tasks according to the provisions of law.
- Cooperate in domestic training activities; cooperate in training activities with foreign countries according to the provisions of this Law and relevant laws.
- Mobilize, manage and use resources according to the provisions of law.
law.
- Build and invest in facilities and training equipment according to standard requirements.
modernization
- Recruit, use, and manage teachers, managers, civil servants, and workers; organize production internships for teachers at enterprises to update and improve professional skills; organize teachers, civil servants, workers, and learners to participate in social activities.
- Conduct inspection and ensure training quality according to regulations.
- Free training and job consulting for learners.
- To establish enterprises, to organize scientific and technological activities, production, business and services according to the provisions of law.
- Provide teaching content on language, customs, practices, relevant laws of the country where the worker works and relevant laws
Vietnamese authorities in the training program when organizing training for workers to work abroad.
- Scientific research to serve and improve training quality; apply research results and technology transfer into production, business and service practices.
- Implement democratic regulations in vocational education institutions.
- There is a mechanism for learners, teachers and society to participate in evaluating the quality of vocational training.
- Implement information and reporting regimes and be subject to supervision, inspection and examination according to the provisions of law.
- Other duties and powers as prescribed by law.
2.1.1.2. Organizational structure of vocational education institutions
Organizational structure of public secondary schools and colleges, including
including:
festival
- School council for public secondary schools and colleges;
Co-governance for private secondary schools and colleges;
The school council is the governing body that represents the ownership of the school. The members of the school council include:
+ Principal, vice principals, secretary of the grassroots Party organization, chairman of the Trade Union, secretary of the Ho Chi Minh Communist Youth Union, representatives of teachers and some departments, faculties, production, business and service establishments of the school (if any);
+ Representative of the competent authority or representative of the relevant production, business and service establishment.
The Board of Directors is the sole representative body of the school's owners. The members of the Board of Directors include:
+ Representatives of organizations and individuals with the number of shares contributed at the required level according to regulations;
+ Principal, representative of local management agency where vocational education institution is headquartered or representative of relevant production, business and service establishments;
+ Representatives of Party and mass organizations; representatives of teachers.
- Principal, vice principal;
The principal of a junior college or college is the head of the junior college or college, represents the school before the law, and is responsible for managing the school's activities. The principal's term of office is 5 years. The principal is appointed and reappointed for a term of office and not more than two consecutive terms.
The principal of a public secondary school or college is the account holder and is legally responsible for all financial and asset management of the school.
- Advisory boards;
The advisory council is established by the head of the vocational education institution to advise the head of the vocational education institution in performing a number of tasks and powers within his/her scope and authority.
+ Branches; scientific and technological research organizations; organizations serving training, scientific research and application deployment; production, business and service establishments (if any);
Branches of secondary schools and colleges belong to the organizational structure and are under the management and operation of the principal of the secondary school or college. Branches of secondary schools and colleges do not have independent legal status and are located in provinces or centrally run cities other than the location of their headquarters.
The main office of a secondary school or college is subject to state management according to the territory where the branch is located, as prescribed by law.
+ Specialized and professional departments or divisions;
+ Faculties, departments.
Organizational structure of public vocational education center, including
including:
- Director, deputy director;
The director of the vocational education center is the head of the center,
represent the vocational education center before the law, responsible for managing the activities of the vocational education center. The term of office of the director of the vocational education center is 05 years.
- Advisory boards;
The advisory council is established by the head of the vocational education institution to advise the head of the vocational education institution in performing a number of tasks and powers within his/her scope and authority.
- Specialized and professional departments or divisions;
- Departments;
- Training service units; production, business and service establishments (if any)
Have).
2.1.2 Current status of civil servants in vocational training institutions in Dak Lak province
2.1.2.1. Number of staff in vocational training institutions in Dak Lak province
The total number of officials at vocational training institutions in Dak Lak province in December 2020 was 840 people; of which, vocational education management staff was 223 people.
Table 2.1. Number of staff at vocational training institutions in Dak Lak province
Unit: Person
Year
Year 2015 | Year 2016 | Year 2017 | Year 2018 | Year 2019 | Year 2020 | |
Quantity official | 832 | 1018 | 911 | 880 | 863 | 840 |
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Training and fostering civil servants in vocational education institutions in Dak Lak province - 1 -
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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Organizing physical education teaching activities at People's Security College I in the current reform period - 14 -
Managing teaching activities for adults at vocational education centers in Cao Bang province - 1 -
Organizational Structure of Joint Stock Commercial Bank for Foreign Trade of Vietnam - Bac Ninh Branch

Number of employees
1200
1000
800
600
400
200
0
2015 2016 2017 2018 2019 2020
Figure 2.1. Number of civil servants at vocational training institutions in Dak Lak province. Source: Department of Labor, War Invalids and Social Affairs of Dak Lak province
Through the analysis of Figure 2.1, it can be seen that the number of civil servants at vocational training institutions in Dak Lak province is relatively stable from 2015, 2017 to 2020. In 2016 alone, the number of civil servants increased because at this time, the enrollment of students and students registering for vocational training increased and vocational training centers in the districts were expanded. By 2020, with the trend of merging the vocational education system, the number of civil servants at vocational training institutions will be unified, at this time, enrollment will encounter difficulties.
Due to many difficulties, the number of staff at vocational training institutions tends to decrease relatively steadily, without much change.
2.1.2.2. Gender structure
According to statistics, as of the end of December 2020, the total number of civil servants at vocational training institutions in Dak Lak province was 840 people, of which 425 were male (accounting for 50.6%) and 415 were female (accounting for 49.4%).
Table 2.2. Gender structure of civil servants at vocational training institutions in Dak Lak province
Unit: Person
Sex
2015 | 2016 | 2017 | 2018 | 2019 | 2020 | |||||||
Quantity | Proportion | Quantity | Proportion | Quantity | Proportion | Quantity | Proportion | Quantity | Proportion | Quantity | Proportion | |
Male | 390 | 47% | 600 | 59% | 461 | 51% | 445 | 51% | 435 | 50.4% | 425 | 51% |
Female | 442 | 53% | 418 | 41% | 450 | 49% | 435 | 49% | 428 | 49.6% | 415 | 49% |
Total add | 832 | 100% | 1018 | 100% | 911 | 100% | 880 | 100 % | 863 | 100% | 840 | 100% |
Source: Department of Labor, War Invalids and Social Affairs of Dak Lak province
Gender ratio of civil servants
Male Female
Year 2015
Year 2016
Year 2017
Year 2018
Year 2019
Year 2020
39000.00%
44200.00%
46.88%
53.13%
60000.00%
41800.00%
58.94%
41.06%
46100.00%
45000.00%
50.60%
49.40%
44500.00%
43500.00%
50.57%
49.43%
43500.00%
42800.00%
50.41%
49.59%
42500.00%
41500.00%
50.60%
49.40%
Figure 2.2: Gender structure ratio of civil servants at vocational training institutions in Dak Lak province
From the gender structure of the staff at vocational training institutions in Dak Lak province in Figure 2.2, it can be seen that the number of female staff at vocational training institutions in Dak Lak province over the years has reached over 40%, in which all agencies have female staff holding key leadership positions. Thus, the proportion of female staff participating in management activities at vocational training institutions in Dak Lak province is quite high and not different from that of men, and this proportion has tended to be more balanced over the years.
2.1.3. General assessment of the capacity of civil servants in vocational training institutions in Dak Lak province
Evaluation of staff qualifications
2.1.3.1. Professional and technical qualifications


![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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