The investigation of the necessity and feasibility of measures at 3 levels and scoring scales is as follows:
+ Very necessary/Very feasible: 3 points.
+ Necessary/Feasible: 2 points.
+ less necessary/less feasible: 1 point
Quantitatively process evaluation opinions for managers and teachers.
3.4.4. Test content and results
3.4.4.1. Content
The measures have been proposed and presented in the thesis; the specific content of the 6 measures; we surveyed opinions on two issues: The necessity and feasibility of each measure.
3.4.4.2. Results

Figure 3.1: Results of assessing the necessity and feasibility of measures to manage teaching activities of literature subject and organize teaching of literature subject according to the new general education program in secondary schools of Mong Cai city, province.
Quang Ninh
* About the level of necessity
Table 3.1: Survey results on the urgency of measures to manage teaching activities of literature subject and organize teaching of literature subject according to the new general education program in secondary schools of Mong Cai city, Quang Ninh
TT
Measure | Level of need |
| ||||||
Very Necessary | Need design | Little Necessary | ||||||
SL | % | SL | % | SL | % | |||
1 | Directing professional groups and teachers to develop teaching plans for Literature according to the general education program. new to practice | 25 | 71.43 | 8 | 22.86 | 2 | 5.71 | 2.66 |
2 | Directing innovation in content, methods, and forms of organizing teaching Literature according to the new general education program in secondary schools in the City. Mong Cai, Quang Ninh province | 25 | 71.43 | 6 | 17.14 | 4 | 11.43 | 2.60 |
3 | Directing innovation in testing and evaluation methods for organizing the teaching of Literature according to the new general education program in secondary schools in the City. Mong Cai, Quang Ninh province | 24 | 68.57 | 9 | 25.71 | 2 | 5.71 | 2.63 |
4 | Building a management mechanism for teaching literature and organizing literature teaching according to the new general education program in secondary schools in Mong Cai City, province. Quang Ninh | 25 | 71.43 | 5 | 14.29 | 5 | 14.29 | 2.57 |
5 | Directing the strengthening of facilities and technical equipment for teaching Literature according to the new general education program at secondary schools in Mong Cai City, province. Quang Ninh | 22 | 62.86 | 6 | 17.14 | 7 | 20.00 | 2.43 |
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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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* About feasibility
Table 3.2: Results of the survey on the feasibility of management measures
Literature teaching activities, organizing the teaching of Literature according to the new general education program at secondary schools in Mong Cai City, Quang Ninh Province
STT
Measure | Level of urgency |
| ||||||
Very feasible | Ability exam | Little feasible | ||||||
SL | % | SL | % | SL | % | |||
1 | Directing professional groups and teachers to develop a plan to teach Literature according to the new general education program suitable for practice | 21 | 60.00 | 8 | 22.86 | 6 | 17.14 | 2.43 |
2 | Directing innovation in content, methods, and forms of organizing teaching Literature according to the new general education program in secondary schools in Mong Cai City, province. Quang Ninh | 19 | 54.29 | 10 | 28.57 | 6 | 17.14 | 2.37 |
3 | Directing innovation in testing and evaluation methods for organizing the teaching of Literature according to the new general education program in schools. Mong Cai City Secondary School, Quang Ninh Province | 22 | 62.86 | 11 | 31.43 | 2 | 5.71 | 2.57 |
4 | Building a management mechanism for teaching literature and organizing literature teaching according to the new general education program in secondary schools in Mong Cai City, province. Quang Ninh | 19 | 54.29 | 12 | 34.29 | 4 | 11.43 | 2.43 |
5 | Directing the strengthening of facilities and technical equipment for teaching Literature according to the new general education program at secondary schools in Mong Cai City, province. Quang Ninh | 20 | 57.14 | 8 | 22.86 | 7 | 20.00 | 2.37 |
All five proposed measures were assessed as necessary and highly feasible. From 62.86 to 77.14% of managers and teachers were asked to give their opinions on the measures.
The management of HĐTN is very feasible and from 54.29% to 62.86% think it is very urgent. The highest measure is "Directing innovation in testing and evaluation methods for organizing the teaching of Literature according to the new general education program in secondary schools in Mong Cai City, Quang Ninh Province"
= 2.57) considered it very urgent; and the measure "Directing innovation in content, methods, and forms of organizing the teaching of Literature according to the new general education program in secondary schools in Mong Cai City, Quang Ninh Province" = 2.57) is considered very urgent;
Quang Ninh”
= 2.57) said that it is very feasible. And there are still about 5.71% to 20.0% of opinions that the measures are less feasible and there are from 5.71% to 20% of measures that are less necessary due to the impact of both objective and subjective factors. Thus, most of the respondents believe that the 5 measures proposed by the topic are very feasible and necessary to be applied in the reality of organizing and managing activities.
Literature teaching movement organizes teaching of Literature subject according to the new general education program at secondary schools in Mong Cai city, Quang Ninh province.
Chapter 3 Summary
From the study of theoretical basis in chapter 1 and survey of the current situation in chapter 2 on the management of teaching activities of literature subject, organizing teaching of literature subject according to the new general education program in secondary schools of Mong Cai city, Quang Ninh province. The thesis topic has proposed 5 management measures to continuously improve the effectiveness of teaching activities of literature subject according to the new general education program, which are:
Measure 1: Direct professional groups and teachers to develop a teaching plan for Literature according to the new general education program suitable for practice.
Measure 2: Directing innovation in content, methods, and forms of organizing teaching of Literature according to the new general education program at secondary schools in Mong Cai City, Quang Ninh Province.
Measure 3: Directing innovation in testing and evaluation methods for organizing the teaching of Literature according to the new general education program at secondary schools in Mong Cai City, Quang Ninh Province.
Measure 4: Develop a management mechanism for teaching literature and organize teaching literature according to the new general education program at secondary schools in Mong Cai City, Quang Ninh Province.
Measure 5: Directing the strengthening of facilities and technical equipment for teaching Literature according to the new general education program at secondary schools in Mong Cai City, Quang Ninh Province.
These measures have a close relationship, dialectical unity through the survey, are necessary and highly feasible. This is a very important advantage for schools to pay attention to promoting and applying in practice in managing teaching activities of literature subject, organizing teaching of literature subject according to the new general education program in secondary schools of Mong Cai city, Quang Ninh province.
CONCLUSION AND RECOMMENDATIONS
1. Conclusion
The thesis has researched and achieved the following main results:
Theoretical aspects of teaching Literature according to the new general education program in secondary schools: Position and role of Literature in the new general education program in secondary schools; Importance of teaching Literature according to the new general education program; Teaching Literature according to the new general education program in secondary schools ( requirements; content; methods; forms; test results, evaluation of teaching Literature according to the new general education program in secondary schools)
Managing teaching activities of Literature is a complex process that includes many issues that need to be managed such as: Management objectives; Management content; Management forms; Management methods; management of teaching and learning; Inspection and evaluation of teaching and learning of Literature... The thesis has systematized the theoretical basis of managing teaching activities and educational management. In particular, we have built a theoretical system on managing teaching activities of Literature according to the new general education program in secondary schools in Mong Cai city, Quang Ninh province.
The thesis also presented the content and results of the investigation and survey, assessing the current status of teaching activities and management of teaching activities of Literature subject according to the new general education program in secondary schools in Mong Cai city, Quang Ninh province. Based on theoretical research and practical survey, the thesis proposed 5 management measures to continuously improve the effectiveness of teaching activities of Literature subject according to the new general education program. The proposed measures are all built on the basis of implementation in compliance with principles such as; Ensuring inheritance; Ensuring practicality; Ensuring system and comprehensiveness; Ensuring effectiveness; Ensuring feasibility. The proposed measures are all tested for necessity and feasibility, and received positive contributions from managers and teachers of Literature subject. This will be an important and reliable basis for applying these measures into the practice of managing teaching activities of Literature subject according to the new general education program in secondary schools in Mong Cai city, Quang Ninh province, in order to bring about the desired results and quality.
2. Recommendations
2.1. For the Department of Education and Training and the Department of Education of Mong Cai City
- Manage, supervise, and direct schools resolutely and closely in developing school programs and organizing teaching and learning aimed at student development.
- Strengthen the direction and organization of cluster-level workshops, and implement serious and practical training sessions for teachers.
- Link, mobilize and mobilize investment resources for facilities and teaching equipment to meet the requirements of innovation according to the current new general education program.
- Continuously inspect and examine teaching activities, especially with teachers teaching Literature according to the new general education program.
2.2. For secondary schools
- It is necessary to regularly and seriously review the directive documents of the Party, the State, as well as the education sector in order to continuously propagate, disseminate and thoroughly understand to all teachers and students. Direct the professional team in designing, building and applying Literature lessons according to the new general education program in an effective and practical manner.
- Actively advise and propose to strengthen material facilities, teaching equipment, and promote socialization of education.
- Regularly organize collective activities, professional activities, and experiences to continuously improve professional qualifications and skills.
2.3. For teachers
- Strictly implement the instructions
- Grasp and understand deeply the content of the subject and level of study program; clearly identify the subject's teaching objectives; grasp the specific characteristics of the subject.
- Actively innovate and improve the teaching system, teaching methods, and assessment methods to improve the quality of education in general and the quality of teaching Literature according to the new general education program in particular.
- Strengthen the application of IT in teaching, effectively use modern teaching aids to promote students' positivity, creativity, thinking ability and interest in learning Literature.
2.4. For secondary school students
- Correctly perceive the meaning and importance of Literature for the comprehensive development of personal personality.
- Actively study, cultivate, think, explore and discover. Develop specialized skills in Literature under the guidance of teachers.
- Promote positivity, self-awareness and initiative. Develop capacity in learning in general, in research and learning Literature in particular.






![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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