streamline the administrative apparatus and ensure practical efficiency in work. To do this, agencies and organizations in general; Luc Nam District People's Committee in particular must first ensure that they select a team of competent, highly aware recruiters who have good political ideology, good ethics and are constantly learning and improving themselves. Currently, the civil servants in general, and leaders at all levels at Luc Nam District People's Committee in particular, still do not have a correct understanding of recruitment work, and do not see the importance and significance of this work for human resource development at Luc Nam District People's Committee. Therefore, in order for recruitment activities to be carried out effectively, it is necessary to first implement a number of solutions to raise the awareness of the civil servants doing recruitment work.
For the management board: It is necessary to clearly understand and always update the legal documents on recruitment. At the same time, make more correct and consistent decisions in recruitment.
For the civil servants doing recruitment work: It is necessary to ensure strictness, clarity, openness, and transparency in the recruitment process, and fulfill the responsibilities of an employer. Avoid situations such as: acquaintances, patronage, children of high-ranking officials...
For exams: Exams need to be clearly announced so that everyone knows how the exam will be conducted and how it will be graded.
Regarding facilities and information: It is necessary to ensure facilities that are convenient for examinations, and at the same time, information about recruitment announcements needs to be expanded so that not only everyone in the agency but also the people know about it and have the right to submit application documents according to regulations.
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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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Sixth, the People's Committee of Luc Nam district needs to develop a mechanism and policy of appropriate treatment for cadres and civil servants:
As Ho Chi Minh said: "Cadres are the root of all problems", civil servants are the ones who implement the policies of the Party and the State. To have loyal cadres depends not only on good selection, but also on reasonable and timely mechanisms and policies. In the era of economic integration, which brings many opportunities and many difficult challenges, the

The economy is becoming more practical. In general, the income level of officials and civil servants working in the administrative structure is relatively low, which leads to the situation of moral degradation and bribery becoming increasingly urgent. Changing the salary structure for officials and civil servants is something that cannot be done immediately, but besides the salary issue, we can still meet the appropriate treatment policies for the current conditions of civil servants today.
Rebuilding the mechanism and policies of treatment such as regularly caring and sharing difficulties in a timely manner with civil servants is a solution to both encourage and motivate civil servants to contribute their talents, and help them have conditions to take care of building and developing a sustainable family life and attracting talents to the district. Therefore, the People's Committee of Luc Nam district needs to research and propose policies to develop welfare funds to improve the living standards of civil servants; as well as other policies to ensure that civil servants can both promote efficiency in their work and ensure a stable family living standard.
Seventh, strengthen inspection and supervision of civil servant recruitment activities:
Inspection and supervision must first of all review the implementation of recruitment regulations of the agency as well as related individuals. Through the inspection results, we will see the strengths, weaknesses, and shortcomings. From there, we will propose solutions and recommendations to promptly overcome and correct recruitment activities, ensuring that recruitment goals are met.
Thus, the inspection and supervision of civil servant recruitment work aims to strengthen and promote the effectiveness of the implementation of state regulations on recruitment work, building and sustainably developing the civil servant team in the renovation period, meeting the needs of industrialization and modernization of the country. At the same time, regular inspection of civil servant recruitment activities will contribute to reducing the abuse of power to harass the people.
3.3. Some recommendations for the People's Committee of Luc Nam district
Through this research process, the author would like to propose some recommendations to the People's Committee of Luc Nam district, Bac Giang province as follows:
Firstly, the People's Committee of Luc Nam district needs to manage more closely the recruitment of civil servants; priority should be given to applications from meritorious people and ethnic minorities.
Second, the People's Committee of Luc Nam district needs to disseminate more widely information as well as annual civil servant recruitment requirements so that all people in the district know and register to participate in the exam or selection.
Third, the People's Committee of Luc Nam district needs to strictly handle civil servants who violate public ethics and degrade political ethics during the recruitment process to set an example for other civil servants to comply with and properly implement the provisions of the law.
Fourth , Luc Nam District People's Committee needs to raise awareness of civil servants working in recruitment.
Fifth, Luc Nam District People's Committee should re-evaluate the recruitment process:
Identify deviations between the set goals and the plan.
Analyze the causes leading to those deviations.
Propose solutions to correct deviations and improvement measures.
Sixth, the People's Committee of Luc Nam district needs to innovate the examination method in both content and form . In the two forms of examination and selection, priority should be given to the examination form, especially for students who have just graduated from school, helping them have the opportunity to contribute their strength and intelligence to their homeland.
CONCLUSION OF CHAPTER 3
Through in-depth research on the theoretical basis and current status of civil servant recruitment at the People's Committee of Luc Nam district (from 2010 to 2016), the author boldly proposed a number of groups of solutions: On the part of the state (proposing to complete the system of legal documents on recruitment; implementing well the planning and planning of civil servant resources on recruitment; reforming salaries for civil servants; the State needs to develop a set of recruitment criteria for job positions,...) and a group of solutions on the part of the People's Committee of Luc Nam district (the People's Committee of Luc Nam district needs to promote the principles of democracy and fairness in recruitment).
civil servant recruitment; reform (innovation) of civil servant recruitment process; civil servant recruitment must be based on needs and job positions; effectively carry out propaganda and dissemination of information on recruitment among civil servants as well as among the people; strengthen inspection and supervision of civil servant recruitment activities, etc.); groups of solutions to improve the effectiveness of civil servant recruitment at Luc Nam District People's Committee.
Through this, the author hopes that the above solutions can be applied to recruitment practices in the district in the following years, especially in the period 2016-2020.
CONCLUDE
It can be said that civil servant recruitment is really important for State agencies in general and the People's Committee of Luc Nam district in particular. Using people at the right time and place will help agencies and organizations have a reasonable structure and save resources.
Through the thesis, by studying the general theoretical issues of recruitment; then delving into the current situation of civil servant recruitment at the People's Committee of Luc Nam district, analyzing the positive aspects and limitations that still exist in the recruitment work, the author boldly proposed a number of solutions suitable to the reality of the District People's Committee to contribute to improving the quality of recruitment and the work efficiency of the District People's Committee.
In the process of researching and learning about the recruitment of civil servants at the People's Committee of Luc Nam district, the author realized that: Civil servants are an important issue in all activities of the State, especially in the conditions of internationalization of production forces. Recruitment of civil servants is the first step in the process of civil servant management, which is decisive for the development of a State agency, organization, or unit. As Uncle Ho once said: "Cadres are the root of all work".
Despite my best efforts, the thesis was completed. However, due to lack of practical experience, limitations in my own qualifications and time, my thesis inevitably has shortcomings. I look forward to receiving comments from teachers in the school so that my thesis can be completed and can continue to be developed at a higher level in the future.
Thank you very much!
REFERENCES
Reference works:
1. Christian Batal (2002), Issues in human resource management , New World Publishing House, Hanoi.
2. Nolwen Heraff – Jean Yves (2001), Labor , employment and human resources in Vietnam after 15 years of renovation , New World Publishing House, Hanoi.
3. William J.Roth; Robert K. Prescott and Maria W.Taylor (2011), Human resource transformation , World Publishing House, Hanoi .
4. Associate Professor, Dr. Tran Xuan Cau (editor-in-chief) and Associate Professor, Dr. Mai Quoc Chanh (2008),
Human resource economics , National Economics University Publishing House, Hanoi.
5. Associate Professor, Dr. Tran Thi Kim Dung (2009), Textbook "Human Resource Management" , Statistical Publishing House, Hanoi.
6. Dr. Nguyen Huu Dung (2003), Effective use of human resources in Vietnam , Labor - Social Publishing House, Hanoi.
7. MSc. Nguyen Van Diem and Assoc. Prof. Dr. Nguyen Ngoc Quan (Co-editors) (2004), Textbook "Human Resource Management" , Statistical Publishing House, Hanoi.
8. Prof. Dr. Pham Minh Hac (2001), Research on people and human resources in industrialization and modernization , National Political Publishing House, Hanoi.
9. Vu Viet Hang (1994), Human resource management , Statistical Publishing House, Hanoi.
10. Dr. Ha Van Hoi (2007), Human resource management , National Publishing House, Hanoi.
11. Nguyen Van Khanh and Hoang Thu Huong (2010), Training high-quality human resources in Vietnam today - Current situation and prospects , National Political Publishing House, Hanoi.
12. Dr. Doan Van Khai (2005), Human resources in the process of industrialization and modernization in Vietnam , Political Theory Publishing House, Hanoi.
13. Nguyen Van Le (1994), Human resource management , Statistical Publishing House, Hanoi.
14. Vu Hoang Ngan (editor) and Pham Thanh Nghi (2004), Human resource management in Vietnam: some theoretical and practical issues , Social Sciences Publishing House, Hanoi.
15. Pham Thanh Nghi (2006), Improving the effectiveness of human resource management in the process of industrialization and modernization of the country , Social Sciences Publishing House, Hanoi.
16. Dr. Thang Van Phuc and Dr. Nguyen Minh Phuong (2005), Building a team of state civil servants, National Political Publishing House, Hanoi.
17. Associate Professor, Dr. Nguyen Van Tai (2010), Promoting the social activism of our country's current civil servants , National Political Publishing House, Hanoi.
18. Nguyen Huu Than (2006), Human resource management , Labor - Social Publishing House.
19. Associate Professor, Dr. Le Minh Thong and Dr. Nguyen Danh Chau, Experience in personnel work of some countries , National Political Publishing House.
20. MSc. Pham Duc Toan (2014), Human resource management and the issue of attracting dedicated civil servants , State Organization Journal.
21. Nguyen Tiep (2008), Human resources , Social Labor Publishing House, Hanoi.
22. Source from Internet: www.tailieu.vn
Legal documents:
1. Law No. 22/2008/QH12 dated November 13, 2008 of the National Assembly on Cadres and Civil Servants.
2. Decree No. 24/2010/ND-CP dated March 15, 2010 of the Government regulating the recruitment, use and management of civil servants.
3. Decree No. 93/2010/ND-CP dated August 31, 2010 of the Government amending a number of articles of Decree No. 24/2010/ND-CP dated March 15, 2010 of the Government regulating the recruitment, use and management of civil servants.
4. Circular No. 13/2010/TT-BNV dated December 30, 2010 of the Ministry of Home Affairs: Detailing a number of articles on recruitment and promotion of civil servants of Decree No. 24/2010/ND-CP dated March 15, 2010 of the Government regulating recruitment, use and management of civil servants.
5. Circular No. 05/2012/TT-BNV dated October 24, 2012 of the Ministry of Home Affairs on amending and supplementing a number of articles of Circular No. 13/2010/TT-BNV dated December 30, 2010 of the Ministry of Home Affairs detailing a number of articles on recruitment and promotion of civil servants of Decree No. 24/2010/ND-CP dated March 15, 2010 of the Government regulating recruitment, use and management of civil servants.
6. Circular No. 06/2013/TT-BNV dated July 17, 2013 of the Ministry of Home Affairs on abolishing Article 19 of Circular No. 13/2010/TT-BNV dated December 30, 2010 of the Ministry of Home Affairs detailing a number of articles on recruitment and promotion of civil servants of Decree No. 24/2010/ND-CP dated March 15, 2010 of the Government regulating recruitment, use and management of civil servants.
7. Circular No. 13/2015/TT-BNV dated March 10, 2015 of the Ministry of Home Affairs amending and supplementing Article 9 of Circular No. 13/2010/TT-BNV dated December 30, 2010 of the Ministry of Home Affairs: Detailing a number of articles on recruitment and promotion of civil servants of Decree No. 24/2010/ND-CP dated March 15, 2010 of the Government regulating recruitment, use and management of civil servants.
8. Summary report on personnel work of the People's Committee of Luc Nam district, Bac Giang province in 2015.





![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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