society has determined. Through the method of avoiding punishment, remind other subjects not to violate social norms, not to fall into wrongdoings like those who have been punished.
1.3.3.2. Paths of moral education for middle school students in the context of the 4.0 revolution
Moral education for students can be done through the following ways:
Teaching, organizing experiential activities; organizing collective activities, social activities and self-education activities of students.
Teaching is the most basic and important way in schools to educate and comprehensively develop students' personalities [45]. Teaching carries out three tasks: forming knowledge, skills, and techniques for students, developing intellectual capacity and creative intelligence; educating students' personality qualities, specifically helping students form five main qualities: patriotism, humanity, diligence, honesty, and responsibility [10]. Teaching is the main activity, taking up the most time in schools, and is the most favorable way to change students' perceptions, attitudes, and behaviors.
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-
The Goal of Moral Education for Middle School Students -
Current Status of Factors Affecting Moral Education for Middle and High School Students in Hanoi -
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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Factors Influencing the Management of Rights and Duties Education Through Experiential Activities for Middle School Students -
Managing experiential activities of students at Nam Son Secondary School, Bac Ninh City according to the orientation of the new general education program - 2
Experiential activities are a convenient way to help students transform their perceptions into attitudes and behaviors that are consistent with ethical standards in their relationships with themselves, their work, their families, their communities, their teachers, and those around them. Through experiential activities, students practice and hone behavioral skills that demonstrate their personality qualities according to the goals of the 2018 education program as determined by behavioral skills that are not formed through words but are only formed through activities and the activities of the learners themselves.
Social activities are activities that help students experience social relationships and social issues that need to be solved to move towards a better society in a relationship of mutual love and support. Through social activities, students are trained in personal qualities such as patriotism, nationalism, compassion; responsibility, diligence, etc.

Collective activities are activities that help students experience self-improvement, develop personal qualities, communication skills, cooperation, form qualities of compassion, teamwork, honesty, responsibility and diligence, etc. Through collective activities, students better understand their responsibilities to themselves and to others, to their homeland and country, and practice the necessary capacities and qualities of a citizen.
Labor education is a way to help students experience and practice moral qualities, through labor education, educating love of work, responsibility, cooperation, sharing with others, educating diligence, diligence, honesty for students, etc.
1.3.4. Forces involved in moral education for middle school students in the context of the 4.0 revolution
To educate students in ethics, it is necessary to coordinate educational forces between schools, families and society to unify educational goals, educational content and methods of implementing ethical education for students and developing the educational environment.
Schools in general and teachers in particular must play a leading role in moral education for secondary school students. They are the ones who determine educational goals, educational content, choose methods, forms of educational organization and determine the paths of moral education for students. Teachers are the ones who plan to coordinate with families and society to educate students in morality and implement coordinated activities to educate students in morality. Teachers must be the ones who regularly inform parents about the results of students' learning and training at school and in class to find ways to coordinate with parents to improve students' learning and training achievements. Teachers are the ones who regularly coordinate with social forces in the area to grasp the situation of students and mobilize resources to organize student education activities.
Parents in particular and families in general are educational forces that play an extremely important role in coordinating with schools and teachers.
to educate ethics for secondary school students. The family is the first educational environment and also the lifelong educational environment for students, so parents and adults in the family have the responsibility to regularly pay attention to moral education for students and coordinate with schools and teachers to regularly educate students at school, family and society. In addition to coordinating with schools, parents also have the responsibility to coordinate with social forces such as the Youth Union, the Young Pioneers and local socio-political organizations to educate secondary school students.
Social forces include: Local authorities, Youth Union, Young Pioneers, Women's Union, socio-political organizations whose tasks are to coordinate with schools and families to manage and educate students to practice good moral standards such as patriotism, humanity, honesty, diligence, and responsibility.
1.3.5. Testing and evaluating the results of moral education for students in secondary schools in the context of the 4.0 revolution
Testing and evaluating the results of moral education for students aims to record the learning and training results achieved by each secondary school student through each stage of learning and training, and at the same time has the effect of creating motivation for moral education activities for students to be increasingly perfect. To test and evaluate the results achieved by each student in terms of moral qualities, teachers are required to develop criteria for evaluating students in terms of awareness, attitude, and behavior in the process of implementing moral qualities. On that basis, develop assessment tools and choose forms and methods of student assessment appropriate to the context. Activities to evaluate the results of training moral qualities for students must mobilize forces to participate in the assessment: Student self-assessment; assessment of the student group for individuals; assessment of families and communities for students; assessment of teachers and schools for students. The results of assessing students' moral qualities must be used to help teachers adjust and improve educational activities, and at the same time help students self-regulate their personal learning and training activities.
1.4. Basic contents of moral education management for students in secondary schools in the context of the 4.0 revolution
1.4.1. Planning moral education for middle school students in the context of the 4.0 industrial revolution
Planning is the first function of a process of moral education management for students in secondary schools. It plays an initial role, orienting all activities of the management process and is the basis for mobilizing maximum resources for the implementation of moral education goals for students and is the basis for checking and evaluating the implementation process of the proposed moral education goals. It guides the determination of specific tasks of moral education for students that need to be completed and the tasks of the unit, the tasks of each cadre, teacher, and employee in each stage or specific work.
When developing a moral education plan for students in secondary schools, the school principal needs to ensure that the contents of the moral education plan include the following:
(1). Analyze the context, evaluate the current situation and present the legal basis for conducting moral education for secondary school students: The context of today's society in the 4.0 revolution period, the context of the locality and school.
(2) Identify and analyze the goals of moral education for students in secondary schools: The goals of moral education aim to form the main capacities and 5 qualities: patriotism, honesty, kindness, diligence, and responsibility.
(3). Develop a plan to implement moral education goals through school activities: Moral education plan through teaching activities; Moral education plan through experiential activities; Moral education plan through collective activities; Moral education plan through social activities and labor education activities, self-training of students.
(4). Implement moral education plans according to the program contents: Teaching, experiential activities; collective activities; social activities and self-education of each student.
(5). Check and evaluate the implementation of the moral education plan for students during the semester and school year (evaluate and summarize the implementation of the plan, report to the collective and superior management agencies).
To carry out the planning function, school administrators can divide the implementation process of the above contents into 4 stages:
- Pre-planning stage (stage of determining moral education goals for students in secondary schools).
- Planning stage: The planning stage requires managers to correctly assess the current status of ethics and the current status of ethics education for students in secondary schools today, analyze the impact of the 4.0 revolution on the awareness, attitudes and behaviors of secondary school students in implementing ethical qualities; develop goals and solutions to achieve goals. In this stage, managers need to answer the following questions:
+ What is the goal of the moral education plan for secondary school students in the context of the 4.0 revolution? When implementing the identified goals, what advantages and difficulties will schools and teachers have? What solutions need to be implemented to achieve the goal of moral education for students in the current context? What resources need to be mobilized to realize the goal? How long does it take to implement the goal of moral education for secondary school students? What are the results that the moral education plan needs to achieve?
- Phase of implementing the moral education plan for students in secondary schools: Plan to educate moral education for students through teaching cultural subjects, especially dominant subjects such as Civic Education; Literature; Natural Sciences, History and Geography, etc.; Plan to educate moral education for students through organizing experiential activities: Biology
Collective activities at the beginning of the week, at the end of the week; Experiential activities; Moral education plans for students through social activities: Volunteering, charity; participating in social networks, etc. Do the above types of plans need to be adjusted? If so, how should they be adjusted? Are there any goals that need to be lowered? Are there any solutions that need to be strengthened to make moral education for students more effective? Which solutions need to be replaced? Which resources need to be supplemented? etc.
- Evaluation and summary stage of the implementation of the moral education plan for students through various types of teaching activities, experiential activities, social activities, and self-education of students: Compared to the objectives of the moral education plan for students, what results have been achieved? What results have not been achieved? What are the points that need to be learned from the implementation of various types of plans?
The product of the pre-planning stage is a system of goals for managing moral education for students of secondary schools ; The product of the planning stage is a system of plans such as: Moral education plan for students throughout the course; moral education plan for students in each school year; semester; moral education plan for students through teaching activities; experiential activities; other social activities, etc.;
The implementation phase of the plan is a process of change, so the product of moral education management for students is the experiment of the correctness of management decisions and the necessary adjustments to ensure the achievement of the goals of changing students' awareness, attitudes, and behaviors regarding moral qualities such as patriotism, humanity; honesty, diligence, responsibility;
The product of the evaluation and summary phase of the plan implementation is a report on the achieved results, which clearly shows the measurement, evaluation and lessons learned in the process of implementing the moral education plan for students and preparing for the next management process, the moral education activities and content that need to be strengthened and innovated.
1.4.2. Organizing the implementation of the moral education plan for middle school students in the context of the 4.0 revolution
The 4.0 revolution affects students' awareness, attitudes and behaviors, making them more pragmatic and less concerned with others. Therefore, the organizational function needs to distribute and arrange human resources in certain ways to ensure the implementation of the proposed moral education goals for students. In particular, it is necessary to pay more attention to educating students about compassion and responsibility for others and the community.
The organizational function is the second function in the process of managing moral education for students. It has the role of realizing the moral education goals that the school and the school have set out, and especially the organizational function has the ability to create new strength for the organization, agency, unit, even the whole system if the distribution and arrangement of human resources are scientific and reasonable to effectively organize teaching activities, experiential activities, and social activities to educate students in morality. The new strength of the school, teachers, and educational forces can be many times stronger than its inherent capacity, so people also emphasize this role with the name "comprehensive strength".
To carry out the problem of distributing and arranging human resources, the organizational function implements the following main contents:
(1). Establish a Steering Committee for managing moral education for students in secondary schools, with the Principal as the head of the committee, the Vice Principal in charge of professional matters as the deputy head of the committee; the homeroom teacher as a member. Assign and delegate tasks to individuals and organizations to carry out moral education tasks for students through teaching and learning activities, experiential activities; social activities; students' self-education, etc.
(2) The principal organizes training to improve teachers' capacity in the current new social context and the requirements of the 4.0 revolution for moral education for students in secondary schools: Training to improve students' capacity for moral education through teaching activities; Training to improve
Student management capacity through participation in social networks; Fostering and improving students' moral education capacity through processing information on the internet; Fostering and improving moral education capacity through organizing experiential activities for teachers; Fostering teachers' capacity to evaluate educational outcomes, moral training of students, etc.
(3) The principal builds a mechanism for teaching and learning activities, experiential activities, and social activities to educate ethics for students in secondary schools; a coordination mechanism between departments inside and outside the school to educate ethics for secondary school students.
(4) The principal organizes the mobilization of resources to implement moral education activities for students through teaching and learning activities, experiential activities; social activities and self-education of students.
(5) The principal builds a mechanism to monitor and evaluate the implementation of the moral education plan for secondary school students through the paths and results achieved.
Organization is a step - but a very important step of educational management. To perform this important role, the organizational function must form an optimal organizational structure of the school management system and best coordinate the school management systems and related forces such as parents, social forces with the managed system to realize the goal of moral education for secondary school students according to the identified qualities and abilities.
Organizational work is a synthesis of different departments, units and individuals in the school, connecting interdependent relationships that are specialized according to specific functions and tasks, with certain powers and responsibilities arranged according to the hierarchy of student education management activities and different stages, but also to ensure the implementation of management functions and together towards the common goal of forming capacity and moral qualities for secondary school students.



![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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