- For female students
+ Supine abdominal crunch test (times/30s): Before the experiment, female students had a test result of 5.7±1.2 times. After the experiment, female students had a test result of 7.7±1.1 times. The supine abdominal crunch performance of female students in the experimental group before and after the experiment had a statistically significant difference at the 95% probability threshold with sig.=0.00<0.05
+ On-the-spot long jump test (cm): Before the experiment, female students had a test result of 95.6±10.1 cm. After the experiment, female students had a test result of 112.7±10.4 cm. The on-the-spot long jump performance of female students in the experimental group before and after the experiment had a statistically significant difference at the 95% probability threshold with sig.=0.00<0.05
+ 30m XPC running test (s): Before the experiment, female students had a test result of 8.5±0.7s. After the experiment, female students had a test result of 7.9±0.7s. The 30m XPC running performance of female students in the experimental group before and after the experiment had a statistically significant difference at the 95% probability threshold with sig.=0.00<0.05
+ 5-minute free-running test (m): Before the test, the female student had the following test results:
598.2 ±46.9m. After the experimental period, the female students had a test result of 613.7±50.6 m. The 5-minute free-running performance of the female students in the experimental group before and after the experiment had no statistically significant difference at the 95% probability threshold with sig.=0.12>0.05
Table 3.34: Comparison results after the experiment of female students of the experimental group of Luong Dinh Cua Primary School
Content
Before TN | After TN | W% | Sig. | p | |||
x | | x | | ||||
Lying on back, sit-ups (times/30s) | 5.7 | 1.2 | 7.7 | 1.1 | 28.9 | 0.00 | <0.05 |
Jumping on the spot (cm) | 95.6 | 10.1 | 112.7 | 10.4 | 16.4 | 0.00 | <0.05 |
Run 30m XPC (s) | 8.5 | 0.7 | 7.9 | 0.7 | 6.7 | 0.00 | <0.05 |
Run at your own pace for 5 minutes (m) | 598.2 | 46.9 | 613.7 | 50.5 | 2.6 | 0.12 | >0.05 |
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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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(Source: Results of analysis of student physical fitness data)
+ Physical growth rate of female students in experimental group after experimental period
The statistical results presented in chart 3.6 show: 4/4 test results
The physical strength increased from 2.6% to 28.9%. The best performance was the Supine sit-up performance (times/30s) with a growth rate of 28.9%, this growth was clear and statistically significant with sig.=0.00.
28.9
30
25
20
15
10
5
0
16.4
6.7
2.6
Lying on back, sit-ups (times/30s)
Jumping on the spot (cm)
30m XPC Run Run at will 5
(S)
minutes (m)
Chart 3.6: Physical growth rate of female students of experimental group of Luong Dinh Cua Primary School after experimental period
Compare physical strength after the experiment of students in the experimental group and the control group by school
Physical strength after the experiment of experimental group students compared with control group students of Chinh Nghia Primary School
- For male students
+ Supine sit-up test (times/30s): The supine sit-up performance of male students in the experimental group was 10.1 ± 1.5 times. The supine sit-up performance of male students in the control group was 8.2 ± 1.2 times. The supine sit-up performance of the two groups had a statistically significant difference at the 95% probability threshold with sig.=0.00 <0.05
+ On-the-spot long jump test (cm): On-the-spot long jump achievement of male students in the experimental group is 125.7 ±8.6 cm. On-the-spot long jump achievement of male students in the control group is 106.7
±13.3 cm. The on-the-spot long jump performance of the two groups had a statistically significant difference at the 95% probability threshold with sig.=0.00 <0.05
+ 30m XPC running test (s): The 30m XPC running result of male students in the experimental group was 6.9 ±0.7s. The 30m XPC running result of male students in the control group was 7.2±0.6s.
The 30m XPC running performance of the two groups did not have a statistically significant difference at the 95% probability threshold with sig.=0.07 >0.05
+ 5-minute free-running test (m) : The 5-minute free-running achievement of male students in the experimental group was 735.5 ± 57.1m. The 5-minute free-running achievement of male students in the control group was 709.5 ± 59.0m. The 5-minute free-running achievement of the two groups had a statistically significant difference at the 95% probability threshold with sig.=0.00 <0.05
- For female students
+ Supine sit-up test (times/30s): The supine sit-up performance of female students in the experimental group was 7.6 ± 1.1 times. The supine sit-up performance of female students in the control group was 6.8 ± 1.0 times. The supine sit-up performance of the two groups had a statistically significant difference at the 95% probability threshold with sig.=0.00 <0.05
+ On-the-spot long jump test (cm): On-the-spot long jump achievement of female students in experimental group is 113.1 ±11.6 cm. On-the-spot long jump achievement of female students in control group is 100.6
±10.7 cm. The on-the-spot long jump performance of the two groups had a statistically significant difference at the 95% probability threshold with sig.=0.00 <0.05
+ 30m XPC running test (s): The 30m XPC running achievement of female students in the experimental group was 7.7±0.9s. The 30m XPC running achievement of female students in the control group was 8.4±0.5s. The 30m XPC running achievement of the two groups had a statistically significant difference at the 95% probability threshold with sig.=0.00 <0.05
+ 5-minute free-running test (m) : The 5-minute free-running achievement of female students in the experimental group was 671.0 ± 59.9m. The 5-minute free-running achievement of female students in the control group was 609.8 ± 32.4m. The 5-minute free-running achievement of the two groups had a statistically significant difference at the 95% probability threshold with sig.=0.00 <0.05
Table 3.35: Results of comparing physical strength after the experiment of students in the experimental group compared to the control group at Chinh Nghia Primary School
Content
TN (n = 50) | DC (n = 49) | Sig. | P | ||||
TTN |
STN | W% |
TTN |
STN | W% | ||
Male
Lying on back, sit-ups (times/30s) | 7.3 | 10.1 | 31.7 | 7.5 | 8.2 | 8.3 | 0.00 | <0.05 | |
Jumping on the spot (cm) | 107.0 | 125.7 | 16.0 | 104.0 | 106.7 | 2.5 | 0.00 | <0.05 | |
Run 30m XPC (s) | 7.4 | 6.9 | 6.8 | 7.3 | 7.2 | 2.0 | 0.07 | >0.05 | |
Run at your own pace for 5 minutes (m) | 680.6 | 735.5 | 14.9 | 683.9 | 709.5 | 3.7 | 0.03 | <0.05 | |
Content | TN (n = 50) | DC (n = 48) | Sig. | P | |||||
TTN |
STN | W% |
TTN |
STN | W% | ||||
Female | Lying on back, sit-ups (times/30s) | 5.8 | 7.6 | 26.6 | 5.9 | 6.8 | 14.7 | 0.00 | <0.05 |
Jumping on the spot (cm) | 97.2 | 113.1 | 15.2 | 96.5 | 100.6 | 4.1 | 0.00 | <0.05 | |
Run 30m XPC (s) | 8.4 | 7.7 | 9.4 | 8.5 | 8.4 | 0.9 | 0.00 | <0.05 | |
Run at your own pace for 5 minutes (m) | 602.7 | 671.0 | 10.7 | 601.4 | 609.8 | 1.4 | 0.00 | <0.05 | |
(Source: Results of analysis of physical fitness data of students) Physical fitness after the experiment of students in the experimental group compared to the control group of Ket Doan Primary School
- For male students
+ Supine sit-up test (times/30s): The supine sit-up performance of male students in the experimental group was 8.9 ± 1.2 times. The supine sit-up performance of male students in the control group was 6.3 ± 0.8 times. The supine sit-up performance of the two groups had a statistically significant difference at the 95% probability threshold with sig.=0.00 <0.05
+ On-the-spot long jump test (cm): On-the-spot long jump achievement of male students in the experimental group is 116.0 ±9.0 cm. On-the-spot long jump achievement of male students in the control group is 101.5
±8.3 cm. The on-the-spot long jump performance of the two groups had a statistically significant difference at the 95% probability threshold with sig.=0.00 <0.05
+ 30m XPC running test (s): The 30m XPC running result of male students in the experimental group was 7.2 ±0.5s. The 30m XPC running result of male students in the control group was 7.4±0.5s. The 30m XPC running results of the two groups had a statistically significant difference at the 95% probability threshold with sig.=0.00 <0.05
+ 5-minute free-running test (m) : The 5-minute free-running achievement of male students in the experimental group is 729.6 ±44.3m. The 5-minute free-running achievement of male students
The difference in the 5-minute free-running performance of the two groups was statistically significant at the 95% probability threshold with sig.=0.00 <0.05.
- For female students
+ Supine sit-up test (times/30s): The supine sit-up performance of female students in the experimental group was 7.4 ± 1.0 times. The supine sit-up performance of female students in the control group was 6.2 ± 0.8 times. The supine sit-up performance of the two groups had a statistically significant difference at the 95% probability threshold with sig.=0.00 <0.05
+ On-the-spot long jump test (cm): On-the-spot long jump achievement of female students in the experimental group is 111.2±10.5 cm. On-the-spot long jump achievement of female students in the control group is 95.7±8.2 cm. On-the-spot long jump achievement of the two groups has a statistically significant difference at the 95% probability threshold with sig.=0.00 <0.05
+ 30m XPC running test (s): The 30m XPC running result of female students in the experimental group was 7.7±0.9s. The 30m XPC running result of female students in the control group was 8.4±0.4s. The 30m XPC running results of the two groups had a statistically significant difference at the 95% probability threshold with sig.=0.00 <0.05
+ 5-minute free-running test (m) : The 5-minute free-running achievement of female students in the experimental group was 654.7 ± 47.6m. The 5-minute free-running achievement of female students in the control group was 599.1 ± 34.1m. The 5-minute free-running achievement of the two groups had a statistically significant difference at the 95% probability threshold with sig.=0.00 <0.05
Table 3.36: Results of comparing physical strength after the experiment of students in the experimental group compared to the control group at Ket Doan Primary School
Index/Test
TN (n = 40) | DC (n = 40) | Sig. | P | ||||
x | | x | | ||||
Male | Lying on back, sit-ups (times/30s) | 8.9 | 1.2 | 6.3 | 0.8 | 0.00 | <0.05 |
Jumping on the spot (cm) | 116.0 | 9.0 | 101.5 | 8.3 | 0.00 | <0.05 | |
Run 30m XPC (s) | 7.2 | 0.5 | 7.4 | 0.5 | 0.04 | <0.05 | |
Run at your own pace for 5 minutes (m) | 729.6 | 44.3 | 661.1 | 41.4 | 0.00 | <0.05 | |
Index/Test | TN(n = 40) | DC (n = 42) | Sig. | P | |||
x | x | | |||||
Female | Lying on back, sit-ups (times/30s) | 7.4 | 1.0 | 6.2 | 0.8 | 0.00 | <0.05 |
Jumping on the spot (cm) | 111.2 | 10.5 | 95.7 | 8.2 | 0.00 | <0.05 | |
Run 30m XPC (s) | 7.9 | 0.5 | 8.4 | 0.4 | 0.00 | <0.05 | |
Run at your own pace for 5 minutes (m) | 654.7 | 47.6 | 599.1 | 34.1 | 0.00 | <0.05 |
(Source: Results of analysis of physical fitness data of students) Physical fitness after the experiment of students in the experimental group compared to the control group of Luong Primary School
Definition Of
- For male students
+ Supine sit-up test (times/30s): The supine sit-up performance of male students in the experimental group was 9.7 ± 1.1 times. The supine sit-up performance of male students in the control group was 6.8 ± 0.9 times. The supine sit-up performance of the two groups had a statistically significant difference at the 95% probability threshold with sig.=0.00 <0.05
+ On-the-spot long jump test (cm): On-the-spot long jump achievement of male students in the experimental group is 122.4 ±10.0 cm. On-the-spot long jump achievement of male students in the control group is 106.3
±12.1 cm. The on-the-spot long jump performance of the two groups had a statistically significant difference at the 95% probability threshold with sig.=0.00 <0.05
+ 30m XPC running test (s): The 30m XPC running result of male students in the experimental group was 6.9 ±0.6s. The 30m XPC running result of male students in the control group was 7.2±0.6s. The 30m XPC running results of the two groups did not have a statistically significant difference at the 95% probability threshold with sig.=0.02 <0.05
+ 5-minute free-running test (m) : The 5-minute free-running achievement of male students in the experimental group was 715.9 ± 55.2m. The 5-minute free-running achievement of male students in the control group was 659.0 ± 53.4m. The 5-minute free-running achievement of the two groups had a statistically significant difference at the 95% probability threshold with sig.=0.00 <0.05
- For female students
+ Supine sit-up test (times/30s): Supine sit-up performance of female students in the experimental group was 7.7 ± 1.1 times. Supine sit-up performance of female students
The difference in the supine sit-ups between the two groups was statistically significant at the 95% probability threshold with sig.=0.00 <0.05.
+ On-the-spot long jump test (cm): On-the-spot long jump achievement of female students in the experimental group is 112.7 ±10.4 cm. On-the-spot long jump achievement of female students in the control group is 95.0 ±9.1 cm. On-the-spot long jump achievement of the two groups has a statistically significant difference at the 95% probability threshold with sig.=0.00 <0.05
+ 30m XPC running test (s): The 30m XPC running result of female students in the experimental group was 7.9±0.9s. The 30m XPC running result of female students in the control group was 8.5±0.5s. The 30m XPC running results of the two groups had a statistically significant difference at the 95% probability threshold with sig.=0.00 <0.05
+ 5-minute free-running test (m) : The 5-minute free-running achievement of female students in the experimental group was 613.7.0 ±50.5m. The 5-minute free-running achievement of female students in the control group was 610.6±33.3m. The 5-minute free-running achievement of the two groups did not have a statistically significant difference at the 95% probability threshold with sig.=0.73 >0.05
Index/Test | TN (n = 50) | DC (n = 49) | Sig. | P | |||
x | o | x | | ||||
Male | Lying on back, sit-ups (times/30s) | 9.7 | 1.1 | 6.8 | 0.9 | 0.00 | <0.05 |
Jumping on the spot (cm) | 122.4 | 10.0 | 106.3 | 12.1 | 0.00 | <0.05 | |
Run 30m XPC (s) | 6.9 | 0.6 | 7.2 | 0.6 | 0.02 | <0.05 | |
Run at your own pace for 5 minutes (m) | 715.9 | 55.2 | 659.0 | 53.4 | 0.00 | <0.05 | |
Index/Test | TN (n = 50) | DC (n = 48) | t | P | |||
x | o | x | | ||||
Female | Supine crunches (times) | 7.7 | 1.1 | 6.1 | 0.8 | 0.00 | <0.05 |
Jumping on the spot (cm) | 112.7 | 10.4 | 95.0 | 9.1 | 0.00 | <0.05 | |
Run 30m XPC (s) | 7.9 | 0.7 | 8.5 | 0.5 | 0.00 | <0.05 | |
Run at your own pace for 5 minutes (m) | 613.7 | 50.5 | 610.6 | 33.3 | 0.73 | >0.05 | |
Table 3.37: Results of comparing physical strength after the experiment of students in the experimental group compared to the control group at Luong Dinh Cua Primary School
(Source: Results of analysis of student physical fitness data)
Classify physical strength after the test of students in the experimental group according to the standards prescribed for assessing and classifying physical strength of students and pupils of the Ministry of Education and Training.
After the experiment, the thesis evaluated and classified the physical strength of students based on 4 specific contents: Lying on back with sit-ups (times/30s), jumping in place (cm), running 30m XPC (s), running at will for 5 minutes (m) with 3 levels: Good, Achieved, Not achieved, corresponding to the physical strength assessment standards for 7-year-old students according to the regulations of the Ministry of Education and Training. Through the analysis results, the following contents were obtained:
- For male students
+ Before TN: Before TN, the total physical fitness classification had 58 Good achievements, accounting for 11.0%, 289 Achievement achievements, accounting for 54.7% and 181 Achievement achievements, accounting for 34.3%.
+ After the experiment: the achievements of the experimental group increased significantly with 84 achievements of Good type, accounting for 15.0%, 335 achievements of Achieved type, accounting for 59.8% and only 141 achievements of Not Achieved type, decreasing to 25.2%.
Before TN
34.3
11.0
54.7
After TN
25.2
15
59.8

Chart 3.7: Assessment and classification of physical fitness after the test of male students in the experimental group according to the standards prescribed by the Ministry of Education and Training
- For female students
+ Before TN: Before TN, the total physical fitness classification had 90 Good achievements, accounting for 16.1%, 265 Achievements, accounting for 47.3% and 205 Achievements, accounting for 36.6%.

![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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