Table 3.2. Results of testing on the feasibility of measures
TT
Proposed measures | Feasibility | |||
Very possible exam | Possible | Are not feasible | ||
1 | Foster awareness for managers and teachers about the capacity to organize experiential activities for students. junior high school student | 56/70 (80%) | 14/70 (20%) | 0/70 (0%) |
2 | Organize assessment of the capacity of organizing experiential activities and identify training needs of the team. middle school teacher | 60/70 (85.7 %) | 10/70 (14.3%) | 0/70 (0%) |
3 | Develop a plan to foster the capacity to organize experiential activities for the school's teaching staff. meet the current innovation of general education | 65/70 (92.8%) | 5/70 (7.2%) | 0/70 (0%) |
4 | Diversify organizational capacity building activities experiential activities for secondary school teachers | 64/70 (91.4%) | 6/70 (8.6%) | 0/70 (0%) |
5 | Building a supportive, collaborative environment among teachers teachers and encourage teachers to develop their capacity to organize experiential activities | 63/70 (90%) | 7/70 (10%) | 0/70 (0%) |
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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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Parents' cooperative attitude towards middle school homeroom teachers - 1 -
Principles of Building Measures to Develop Teaching Skills for Secondary School Teachers

Thus, through testing the necessity and feasibility of the measures, it shows that 70/70 (100%) of the staff participating in the survey affirmed that the proposed measures ensure the necessity and feasibility. Although no measure was evaluated at an absolute level with 70/70 opinions, the survey results were quite high. This shows that the proposed measures are convincing to managers and teachers organizing experiential activities at secondary schools in Thai Nguyen city, Thai Nguyen province.
To confirm the objectivity, we interviewed a number of managers and teachers participating in the survey with the question: How do you evaluate if the above management measures are implemented at the school? According to the opinion of teacher LTTH, these measures can be implemented at the school because they are quite suitable and if implemented, they will also create certain changes in the school's capacity to organize experiential activities for teachers.
Thus, it can be affirmed that the management measures proposed in the topic are feasible and can be applied in practice in secondary schools in Thai Nguyen city.
Chapter 3 Conclusion
The quality of education in general and the quality of organizing experiential activities in particular depends a lot on management, specifically on the management measures of the Principal. Based on the requirements of the new general education program and innovation in educational management in schools. Based on the current situation of organizing experiential activities in secondary schools in Thai Nguyen city, the following management measures can be applied:
Foster awareness for managers and teachers about the capacity to organize experiential activities for secondary school students.
Organize assessment of capacity to organize experiential activities and identify training needs of secondary school teachers.
Develop a plan to foster the capacity to organize experiential activities for school teachers to meet current general education innovation. Diversify activities to foster the capacity to organize experiential activities.
Experience for secondary school teachers.
Build a supportive, collaborative environment among teachers and encourage teachers to develop their own capacity to organize experiential activities.
Through examining the necessity and feasibility of the measures through the assessment of experts in this field, the author of the topic draws some comments as follows:
- These measures are suitable to the conditions and characteristics of the actual situation of schools in the research area, so they are considered necessary and highly feasible.
- Due to the increasing demand for improving the quality of education in schools as well as the quality of organizing experiential activities in secondary schools, the above management measures are considered very necessary. Principals need to thoroughly implement them in the management of homeroom activities in the locality.
- With the assessment of high necessity and feasibility, it is the basis to affirm that: management measures to foster the capacity to organize experiential activities, if applied correctly and seriously, will improve the effectiveness of organizing experiential activities to meet the requirements of the new general education program and at the same time improve the quality of education of secondary schools in Thai Nguyen city.
CONCLUSION AND RECOMMENDATIONS
1. Conclusion
The ability to organize experiential activities is identified as a component capacity, a part of the pedagogical capacity of a teacher. Continuous professional development requires teachers to constantly practice and develop pedagogical capacity, including the ability to organize experiential activities.
Managing the training activities for teachers' capacity to organize experiential activities is a content in the management and development of the teaching staff in secondary schools. The management content includes: Surveying the needs and evaluating the capacity to organize experiential activities of the teaching staff; Developing a plan to train secondary school teachers on the capacity to organize experiential activities; Organizing and implementing the plan to train secondary school teachers on the capacity to organize experiential activities; Directing the implementation of the plan to train secondary school teachers on the capacity to organize experiential activities; Checking and evaluating the training activities for secondary school teachers according to the goal of developing the capacity to organize experiential activities.
The current situation of managing training activities for teachers of secondary schools in Thai Nguyen city, Thai Nguyen province on the capacity to organize experiential activities shows that:
- The awareness of some educational managers and teachers in schools is not complete about experiential activities and the organization of experiential activities in secondary schools; they are not really proactive and positive in innovating methods of educating students through experiential activities.
- The development of plans, programs, content, and forms of training in organizing experiential activities for teachers is not consistent among schools.
- Facilities and equipment to support the process of training teachers' capacity to organize practical activities are available but not yet uniform and of poor quality, especially equipment for practical work is still lacking, and funding for training is limited.
Reason for limitation:
- The propaganda work to raise awareness of the role and significance of organizing creative experiential activities and managing creative experiential activities for students to educational forces is still formal, mainly in the form of work implementation, not concretizing the importance of creative experiential activities in current secondary schools.
- The training of staff is not specialized to each target group, so it has not fully developed the capacity of each individual. Most of the training sessions are only at the mass level.
- The planning and assignment of responsibilities of educational forces have not yet clearly defined responsibilities for each individual, department or organization. Schools have not yet had measures to stimulate teachers to enthusiastically participate in experiential activities, leading to experiential activities being done just enough, not effective. Moreover, the content, methods and forms of organizing experiential activities for secondary school students are not rich and attractive.
Inspection and evaluation work still has many limitations; Coordination between educational forces and forces outside the school lacks strictness,...
Based on theoretical and practical research on teacher training activities, the topic proposes measures to manage teacher training activities at secondary schools in Thai Nguyen city - Thai Nguyen province on the capacity to organize experiential activities, including:
Foster awareness for managers and teachers about the capacity to organize experiential activities for secondary school students.
Organize assessment of capacity to organize experiential activities and identify training needs of secondary school teachers.
Develop a plan to foster the capacity to organize experiential activities for school teachers to meet current general education innovations.
Diversify activities to foster capacity in organizing experiential activities for secondary school teachers.
Build a supportive, collaborative environment among teachers and encourage teachers to develop their own capacity to organize experiential activities.
2. Recommendations
2.1. For the Department of Education and Training of Thai Nguyen city
Actively advise the City People's Committee to create financial and administrative mechanisms and policies... so that schools have more funds to organize teacher training activities, especially training teachers on the capacity to organize experiential activities conveniently.
Be proactive in innovating the management of teacher training activities, especially focusing on training teachers in the capacity to organize experiential activities.
Strengthening inspection and supervision of teacher training activities, it is necessary to issue a set of standards to evaluate teachers after training, especially after training in the capacity to organize experiential activities.
2.2. For secondary schools in Thai Nguyen city
With the measures to manage the training of teachers on the capacity to organize experiential activities, school principals can apply them right at their units to gradually improve the quality of the teaching staff in terms of qualifications, knowledge, and skills in organizing experiential activities. In order for the training of teachers according to the measures proposed by the author to be highly effective, principals of secondary schools need to implement well the following requirements:
Fostering awareness among teachers and managers about the requirements and urgency of innovating teacher training activities, especially training teachers in the capacity to organize experiential activities.
Annually develop plans and pay special attention to applying management measures for training activities for secondary school teachers on the capacity to organize experiential activities.
Create all favorable conditions for teachers who have been selected to become core teachers to effectively play their role in guiding and advising colleagues on career development.
Encourage, motivate and create opportunities for school teachers to participate in training activities, especially training in the capacity to organize experiential activities to develop their own careers.
2.3. For the teaching staff
It is necessary to deeply understand the importance of experiential activities for the comprehensive development of students, thereby making efforts to study and improve professional qualifications, skills, and capacity to organize experiential activities. It is necessary to clearly define one's tasks and responsibilities in training the future young generation to meet the needs of educational innovation in the current context.
LIST OF REFERENCES
1. ASMacarenco (1984), Civic Education, Education Publishing House, Hanoi.
Dang Quoc Bao (1998), Some thoughts on the strategy for developing the team of educational managers to serve the cause of innovation in education and training . Proceedings of the scientific conference on educational managers before the requirements of industrialization and modernization in Hanoi.
Ministry of Education and Training (2010), Regulations on junior high schools, high schools, and multi-level high schools (issued under Circular No. 12/2011/TT-BGDDT, dated March 28, 2011 of the Minister of Education and Training).
Ministry of Education and Training (2018), General Education Program, Hanoi.
5. Pursuant to the Law on Education No. 38/2005/QH11, amended and supplemented by a number of articles under Law No. 44/2009/QH12.
6. David A. Kolb (2015), “Experiential learning theory”, Science magazine,
Hanoi National University of Education.
7. Bui Ngoc Diep (2017), Some common issues on creative experiential activities in high schools, https://123doc.org/document/4464262- mot-so-van-de-chung-ve-hd-tnst.htm
8. Curriculum of Education and Training Management (2002), Central Education Management School 2, Hanoi.
Pham Minh Hac (1996), Ten years of educational innovation , Education Publishing House, Hanoi.
10. Bui Minh Hien (editor-in-chief), 2006, Educational Management , National University of Education Publishing House, Hanoi.
11. Dang Vu Hoat, Ha The Ngu (1988), Pedagogy , Volume 2, Education Publishing House.
12. Tran Kiem (1990): Education Management and School Management , Hanoi Institute of Educational Sciences.
13. Organizational Science and Management - Some theoretical and practical issues (1999), Hanoi Statistical Publishing House.
14. Nguyen Van Le (1997), School management of the principal , Education Publishing House, Hanoi.
15. Nguyen Van Le, Ta Van Doanh (1994), Management Science , Ho Chi Minh City Publishing House.
Nguyen Thi Lien - ch.b (2016), Organizing creative experiential activities in general schools , Vietnam Education Publishing House.
17. Manabu Sato & Masaaki Sato (2015), Learning Community - A Model for Comprehensive School Innovation, University of Education Publishing House.
18. Mishra & Koehler (2006), Technological pedagogical content knowledge: A framework for teacher knowledge.
19. Luu Xuan Moi (2003) , Scientific research methodology, University of Education Publishing House.
20. Resolution No. 29-NQ/TW dated November 4, 2013 of the 11th Party Central Committee.
21. Resolution No. 88/2014/QH13 dated November 28, 2014 of the 13th National Assembly of the Socialist Republic of Vietnam.
Dong Thi Anh Ngoc (2018), Management of training skills in organizing experiential activities for teachers of ethnic minority boarding schools in Yen Bai province according to the orientation of the new general education program, Master's thesis in Educational Management, University of Education - National University.
23. Tran Thi Tuyet Oanh (editor) (2005), Pedagogy , Volume 2, University of Education Publishing House.
24. Prof. Bernd Meier (2007), Management and leadership education.
Bui Van Quan (2007), Educational Management , Education Publishing House, Hanoi.
Pham Hong Son (2017), Management of training activities for teachers of high schools in Phu Ninh district - Phu Tho province on the capacity of organizing experiential activities, Master's thesis in educational management, University of Education, VNU Hanoi.
27. Nguyen Thi Tinh - editor-in-chief (2014), Textbook of State administrative management and management of education and training sector, Thai Nguyen University Publishing House
28. Nguyen Thi Tinh (2015), Textbook of General Theory of Management and Education Management,
Thai Nguyen University Publishing House.
29. Bui Sy Tung, Le Van Cau, Le Thanh Su, Do Tuong Vi (2007), Extracurricular activities, Grade 11 teacher's book, Education Publishing House
30. Bui Sy Tung, Le Van Cau, Nguyen Duc Quang (2007), Book of extracurricular educational activities, Grade 12 teacher's book, Education Publishing House.



![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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