When it comes to Nguyen Hong's artistic style , many authors believe that Nguyen Hong has his own artistic style. Nguyen Dang Manh is one of the in-depth researchers on Nguyen Hong. In his research works, the author also pays special attention to the writer's thoughts and artistic style. As early as the 70s of the 20th century, in the History of Vietnamese Literature Textbook from 1930 to 1945 , Nguyen Dang Manh affirmed: "Nguyen Hong is a writer with a distinct style determined by the characteristics of his family background, living environment, thoughts, emotions, and the absorption of social and literary influences" [100, p. 20]; At the same time, the author also pointed out some typical features of Nguyen Hong's artistic style before the August Revolution: "passionate and impulsive emotions", and "passionate humanitarian spirit", "... a passionate lyrical content, a strong romantic inspiration..." In another research work, he also discussed Nguyen Hong's romantic style: "Nguyen Hong's artistic world has something very close to myths, fairy tales, Chinese stories, and is similar to the stormy world of epic poems, romantic short stories of Maxim Gorky or Victor Hugo's novels, in which there is a contrast between light and darkness, between storms and sunshine, between demons and angels..." [116, p. 100] and "Nguyen Hong has a tendency to build extraordinary characters, strange images, exaggerated moods, fierce situations, vast, turbulent and stormy scenes (...) suitable for with the passionate tone of a passionate soul wanting to express itself directly on the pages of a book..." [116, pp. 100,101] ..
Phan Cu De is one of the researchers who devoted much effort to studying Nguyen Hong. He approached the writer's works from many different perspectives such as: creative inspiration, humanism, lyrical colors... Regarding artistic style , the author affirmed: "Standing together in critical realism, Ngo Tat To, Nguyen Cong Hoan, Nam Cao, Nguyen Hong, Vu Trong Phung... each has their own style. Nguyen Hong's artistic style also carries unique aesthetic colors" [116, p. 112]. The researcher also pointed out the romantic lyrical element as a characteristic of Nguyen Hong's artistic style: " Nguyen Hong does not always write with a sober realistic style and in general, he rarely uses a writing style that is heavy on intellect. In him, the inner elements, the passionate, overflowing emotions from within
sometimes wanting to overwhelm and cover up the objective reality being described" [116, p. 121]. When introducing the creative process from Bi Vo to Cua Bien, Phan Cu De also explained the change in Nguyen Hong's ideology and art after the August Revolution, which was closely linked to the writer's process of perceiving the revolution and following the revolution. The author affirmed the consistency in Nguyen Hong's artistic style, "Nguyen Hong's artistic style is now richer and more diverse than before, but in general, it is still a realistic style rich in revolutionary romanticism and passionate lyricism" [116, p. 142].
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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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Author Bach Van Hop, when delving into the research of the characteristics of Nguyen Hong's artistic style, pointed out that Nguyen Hong's artistic style is: a writer of "deep sympathy for the lives of miserable people" [77, p. 200], a "realistic pen rich in romanticism " [77, p. 66] and a "lively, passionate writing style " [77, p. 123];... there are unusual characters such as: " a character rich in chivalry with the appearance of a heroic man" [77, p. 110], "a character with the appearance of a legendary fairy tale" [77, p. 114] , "a holy character" [77, p. 116], "a demonic character" [77, p. 119]; Nguyen Hong's strong point is "the unique use of idioms" [77, p. 125] , “impressive language” [77, p. 134], “emotional language” [77, p. ]; a “passionate tone and layered structure of artistic prose” [77, p. 159]; an “emotional narrative technique” [77, p. 173] in the writer's work.
Thus, the opinions of researchers are unanimous that Nguyen Hong's artistic style is realistic, rich in romanticism and lyricism, he is a writer of humanism, of deep sympathy for the suffering people in the old society.

There are also a number of other opinions and comments on Nguyen Hong's career and creative process, on the writer's artistic world before 1945, but there has not really been any specialized work that systematically and comprehensively researches the artistic world in Nguyen Hong's creative work before and after the August Revolution in 1945.
In particular, after the writer's death, there were a number of comprehensive research works on Nguyen Hong, a number of articles by authors who were poets and writers of the same period as Nguyen Hong such as Kim Lan, Nguyen Tuan, Huy Can,... and other writers.
research, criticism, poets of later generations such as: Ha Minh Duc, Te Hanh, Bui Hien, Bui Ngoc Tan, Nguyen Quang Than, Ngo Van Phu,... The content of these articles are the authors' memories and recollections related to the writer, expressing their love, respect, praise for the talent, artistic qualities and meaningful lessons drawn from the life and career of the excellent realist writer Nguyen Hong.
Most recently, in November 2013, the Hai Phong Literature and Arts Association organized a workshop on “Writer Nguyen Hong - his life and literary career” (in commemoration of the 95th anniversary of the birth of writer Nguyen Hong, in Hai Phong). Within the framework of the workshop, opinions from Prof. Dr. Tran Dang Suyen, Associate Prof. Dr. Nguyen Ngoc Thien, Dr. Le Thi Bich Hong, Dr. Nguyen Duc Thuan... poet Huu Thinh, writer Dinh Kinh, writer Do Nhat Minh, writer Cao Nam, Luu Van Khue, historian Le Van Loi, photographer Hoang Minh Dang... all expressed admiration and respect for Nguyen Hong's talent and personality. All opinions highly appreciated Nguyen Hong's contributions to the development of modern Vietnamese literature. Poet Huu Thinh - Chairman of the Vietnam Union of Literature and Arts Associations, Chairman of the Vietnam Writers Association recognized Nguyen Hong's contributions, that is: "Nguyen Hong is a great author, an epic author of the highest caliber in modern Vietnamese literature, a truly outstanding writer of the 20th century" [119]. Professor, Dr. Tran Dang Suyen affirmed: "Nguyen Hong is a writer of profound and touching humanism; his works enrich the humanism of national literature" [119]. With an overview of Nguyen Hong from "a century's perspective" - Associate Professor, Dr. Doan Trong Huy
[119] had very respectful and accurate assessments of the writer: “ Nguyen Hong lived with the great events of the country… as a witness of history, also a participant in making history, Nguyen Hong lived and wrote with all his heart. The writer's writings have the saltiness of sweat of labor, the warmth of tears mixed with the radiance of a smile. Everything on the paper is expressed brightly with the blood and soul” (Nguyen Hong from the perspective of the century)...
In summary: When studying the life and writing career of Nguyen Hong, researchers and critics all highly appreciate his talent and personality, affirming that Nguyen Hong is one of the most outstanding writers of the movement.
Critical realist literature 1930 - 1945. With his contributions, Nguyen Hong played an important role in completing the modernization process of Vietnamese literature in the 20th century.
1.2. Research status on the Art World in Nguyen Hong's works
As we have presented above, there have been research works and articles on Nguyen Hong's Artistic World in aspects such as: topics, themes, characters, time, artistic space, artistic language,... in the writer's works before the revolution. However, according to the survey, we found that researchers have only stopped at the most general comments, or delved into some aspects such as: characters, artistic language... but have not had a comprehensive, systematic research work on the writer's Artistic World .
Based on the concept: The art world "is the whole of literary form", "is the emotional, perceptible creative product of the artist, a special type of existence, both in material and in the perception of the audience, is the unity of all diverse elements in the work" [140, p. 30], we understand that: The art world is the unity of all elements: Topics, themes, characters, time and space, artistic language... all create an art world with its own characteristics, bearing the creative personality of the writer.
From the theoretical basis and reasoning as above, the author of the thesis has studied the research history of Nguyen Hong's Art World in the following aspects:
1.2.1. About the topic of composition
In the book Vietnamese Literature History Outline by Duong Quang Ham (first published in 1941, reprinted in 1993), Dong Thap General Publishing House, with the research content on "Popular trends of thought in modern national literature" , divided into 3 trends: Academic trend, romantic trend, realistic trend. The author classified Nguyen Hong's works into the realistic trend along with Vu Trong Phung, Trong Lang [51, p. 466]. Also sharing this point of view, The Phong affirmed: "Nguyen Hong is the most social writer according to the proper noun. The social nature in Nguyen Hong's literature is realistic description.
"the life of the urban poor is also reflected in realistic works" [123, p. 77]. Professor and Doctor of Science NI Nikulin , when studying the History of Vietnamese Literature, said that " the life of the urban poor is also reflected in realistic works" , and the author cited a typical example, "the novel Bi Vo by Nguyen Hong" [103, p. 749] .
Many researchers on Nguyen Hong later such as Nguyen Dang Manh, Phan Cu De, Ha Minh Duc ... also agreed that the subject of Nguyen Hong's writing was the life of the poor laborers at the bottom of feudal colonial society. " From the world of the most miserable laborers in society. Nguyen Hong came to the profession of literature" [116, p. 78]; " Every writer has a source of their loving spirit, Ngo Tat To absorbed the healthy, sincere, optimistic breath of the farmers, while Nguyen Hong was deeply rooted in the life and good feelings of the poor people and workers in the city. He always talked about the poor laborers with gratitude and loyalty, with lifelong attachment" [116, p. 106]...
It can be seen that: the opinions, comments, and assessments of researchers and critics (before and after the revolution) have all revealed: The creative theme in Nguyen Hong's works is the life of miserable people in contemporary society, the writer was very successful when writing about this topic - and this is completely correct. Therefore, in our thesis, we will not delve into this aspect but will focus on some other aspects in the Artistic World of the realist writer Nguyen Hong.
1.2.2. About the topic of composition
In the comments of the Tu Luc Van Doan Award , 1937 ( Today newspaper, 1938), Thach Lam evaluated the success as well as the limitations in the novel Bi Vo as follows: “The special thing about Nguyen Hong is probably the natural color and flexibility. People are happy that with such a title (the life of a decadent girl), Nguyen Hong skillfully stood within the scope of truth and feeling, without falling into cliches and flowery sentences,... there are still many clumsy places... many sentences are not concise. But that is the fault of a writer and will disappear with experience and maturity in the profession”. Within the framework of an Award Comment, Thach Lam only commented on the naturalness and flexibility as well as some limitations in Nguyen Hong's writing.
Phan Cu De affirmed that: “ The main problem in Nguyen Hong's works before the Revolution is: people writhing in suffering but still optimistic, loving life, still wanting to "rise to the light like green shoots" [116, p. 111]. The author emphasized the nature of Nguyen Hong's characters, that is: the poor people, although pushed by society to impoverishment (even hooliganism), but in them there is always a desire for an honest life in a fairer, more beautiful society.
Critic Vu Ngoc Phan found that in Nguyen Hong's short stories "mostly mixed with a bitter and discreet reportage tone, mostly using action instead of words, so his art is very profound" [116, p. 44], "He went from the poor life of several classes of people despised by society to very complex and equally noisy and bustling inner lives" [116, p. 48] , "only when love for humanity reaches its peak, do people care passionately for those abandoned by society " [116, p. 43]. Vu Ngoc Phan also talked about the creative inspiration and humane values emanating from Nguyen Hong's writings, this is a very noteworthy opinion when explaining the source of the writer's creative inspiration.
Summarizing the entire literary life of Nguyen Hong, Nguyen Minh Chau saw that “The mounds and mounds pulled up so many types of people, the models of the old society”... “he always placed his firm faith in the good core of the character of the poor working people” [116, p. 379]. At the same time, the author also said that: Nguyen Hong was “A writer of ten kinds of living beings”..., “stepping out from the heart of the society of “ten kinds of living beings”, holding an iron pen dipped in his sweat, tears and blood to write his own literature ” [116, p. 378]. We see that: Nguyen Minh Chau as well as the above researchers and critics have emphasized that the aesthetic object in Nguyen Hong's works is the poor people in the old society, at the same time the author also affirmed Nguyen Hong's firm belief in the good nature of the working people - that is the prominent theme, covering all the works of this realistic writer.
1.2.3. About the character
Even before the Revolution, Truong Chinh had harsh comments about the novel Bi Vo such as: lacking art, lacking experience, but he also gave objective comments about Nguyen Hong's character building:
"The author piled one disaster after another on Binh's head until she was arrested and imprisoned," that is a comment about one of the character building characteristics of Nguyen Hong in a specific novel.
Author Ha Minh Duc, when giving a general assessment of Nguyen Hong and the writer's creative process, commented: "Nguyen Hong, a writer of life aspirations"... "a writer of the worker's quarters", "a person who brought into the pages of his books the salt, sweat and dust of life" [116, p. 13]. At the same time, the author emphasized the characteristics of Nguyen Hong's characters: " The world of Nguyen Hong's characters is surrounded by poverty with no way out (...) but always nurtures the true human desire to live... It is also easy to recognize the working people in Nguyen Hong's works in their poor lives, their compassion and their aspirations to live" [116, p. 17]... Here, the researcher affirmed the compassion, optimism and immortal vitality in Nguyen Hong's characters. At the same time, the author also pointed out the weakness in Nguyen Hong's character building: "there is still a lack of villains to create counterbalances for characters from different rich and poor classes " [116, p. 18]. Talking about Nguyen Hong's limitations in character building, Vu Duc Phuc and Nguyen Duc Dan said: "If Nguyen Hong's thoughts are relatively progressive, in terms of art, he often has the weakness of long-winded reasoning and directly expressing his own meanings instead of describing events and human personalities. His characters often philosophize about their own and others' suffering rather than their actions... in his works, many pages are in the nature of articles or lyrical notes, he does not focus on building vivid examples" [125, p. 149]. The above opinion about Nguyen Hong's limitations in character building is not supported by anyone.
Author Phan Cu De believes that Nguyen Hong's characters "are people who are writhing in pain but are still optimistic, love life, and still rise to the light like green shoots" [116, p. 111]. The author also comments on the precious qualities of the characters in Nguyen Hong's works such as: "love and mutual support among the suffering", "loyalty and sacrifice for the happiness of others", "self-respect despite hunger and suffering, still does not accept a decadent lifestyle, selling one's dignity to chase after money and fame". At the same time, Phan Cu De also frankly points out the limitations in the way of building characters.
Nguyen Hong's characters such as: "However, many of Nguyen Hong's poor characters still maintain an attitude of resignation, patience, and endurance in the face of their circumstances. Sometimes we have the impression that the writer's pen is constantly immersed in suffering, intoxicated with a kind of misery"... "This weakness from 1938 onwards was gradually overcome" [116, p. 111]. Thus, the author has recognized the success as well as the limitations of Nguyen Hong's character building.
When studying the general “Nguyen Hong - the man and his career” [116], author Nguyen Dang Manh also summarized Nguyen Hong's creative process before and after the Revolution, pointing out important characteristics in the writer's works. These are humanism, creative inspiration, and three familiar types of characters of the writer: "people who do heavy labor and odd jobs" [p. 82], "poor women who often make a living by selling baskets, or selling rice and drinks" [p. 83]; "poor children" [p. 86]; In addition, there are "young characters belonging to the poor petty bourgeoisie" [p. 86] and "ruffians and thugs" [p. 80]. However, with a general research work on "Nguyen Hong, the man and his career", Nguyen Dang Manh has only stopped at the level of a general introduction to Nguyen Hong's character types, without pointing out the specific characteristics of each character type as well as not going into depth in researching the art of building each character type.
Commenting on the character of Nguyen Hong, there is an opinion that “In the world of his characters, we often encounter extraordinary personalities, holy people tinged with religion and romantic colors. These are unusual people with personality traits that are highlighted, exaggerated, and pushed to the extreme. All have a certain common feature that makes readers realize that these are the characters, the spiritual children of Nguyen Hong” [131, p. 420]. In our opinion, this is an accurate and subtle comment because the author has pointed out the difference between Nguyen Hong's characters and the characters of other writers of his time, including critical realist writers.
Regarding Nguyen Hong's creative art, Associate Professor, Dr. Doan Trong Huy also affirmed that " Nguyen Hong has a lot of inspiration to create and innovate in the field of prose. The art of language develops by delving into the rich and extremely lively aspects of life." From the perspective of a stage director, artist





![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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