goalkeeper
The self-discipline awareness of primary school principals is shown in: Complying with the regulations in the principal standards; Overcoming difficulties in work by oneself.
Management work; Voluntarily and proactively accumulate knowledge and management experience; Proactively resolve management situations; Have a high sense of responsibility at work; Comply with organizational discipline.
- Objective factors
Adaptation to the management activities of primary school principals is a positive process. However, adaptation does not only depend on the adapting subject itself but is also influenced by objective conditions. Among the influencing objective factors, we consider the influence of the collective psychological atmosphere of pedagogy in primary schools and the management conditions of primary school principals on the adaptation of principals.
+ Collective psychological atmosphere of pedagogy in primary school
Psychological atmosphere is the psychological state of a large number of people towards an objective event or phenomenon related to their needs.
The social-psychological atmosphere in primary schools is a collective psychological state, a characteristic that reflects the reality of relationships arising in collective activities, including emotional relationships between individuals and parts of the primary school collective on the basis of formal and informal relationships in that primary school.
The collective psychological atmosphere in elementary school is not simply the sum of the individual psychological characteristics of the members of the school community, but it represents the degree of harmony of psychological characteristics in their interpersonal relationships and is formed from the attitudes of everyone in the school community towards work, friends and colleagues and towards their leaders.
The psychological atmosphere of the pedagogical collective in primary schools plays an important role for the pedagogical collective in general and for management activities.
of the school principal
elementary school in particular, can
promote or restrain
inhibit the adaptation of the principal's management activities. Pedagogical collective
friendliness, solidarity, cohesion, willingness to cooperate and help each other... are conditions
facilitate the principal's management activities and help the principal adapt
respond quickly to QLDH activities.
The school's staff is very knowledgeable and enthusiastic; the New Era is the main atmosphere in the school; Therefore, in school, there should be a working attitude
active work; School members are united, close-knit, and supportive
Manifestations of collective psychological atmosphere in elementary schools: Members
electricity for management activities: conditions for management
best practices for QLDH, including: Basic conditions
support;
Hey.
in management;
of senior leaders
support of the level
principal.
+ Condition
learn to serve
Adapting to the management activities of primary school principals
theory
facilities
school quality; policy and mechanism conditions; clarity of standards
effect
residual
The principal's understanding of school management activities
h
School recognition
with principalTH
Factors affecting the adaptation to management activities of primary school principals
Subjective factors
- Management experience of primary school principal
- Self-discipline awareness of primary school principals
each other
Satisfaction with r
School management activities of the principal
Principal's skills in managing teaching activities TH | ||
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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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- Understanding the role of the principal
- Understanding the management function of the school principal
- Understanding of the content of school management of the principal
- Understanding of quality management skills
- Interested in QLDH activities - Like to be creative in management activities - Actively seek and learn management experience | - QLDH planning skills - Skills in organizing and directing the implementation of teaching plans - Skills to test and evaluate teaching activities - Skills to handle QLDH situations | - Trust and confidence of subordinates; - Respect of subordinates; - Subordinates' compliance with principal's authority |
Objective factors | ||
- Collective psychological atmosphere of pedagogy in primary school - Conditions for management activities of primary school principals | ||
Chapter 1 Summary
Adapting to the management activities of primary school principals is the proactive and positive change in the awareness, attitude and behavior of primary school principals to meet the new requirements and conditions of the management environment in order to achieve the goals of management activities.
The basic criteria for assessing the adaptation of elementary school principals are: Understanding
Primary school principals' knowledge of teaching management activities; Satisfaction with
Teaching management activities of primary school principals; Teaching management skills of primary school principals; Recognition of the school community with the principal.
The level of adaptation to the management activities of primary school principals is the range of changes in the awareness, attitude and behavior of primary school principals in a proactive and positive manner to meet the new requirements and conditions of the management activities environment in order to achieve the goals of management activities.
Level of adaptation to management activities of primary school principals
The current level of change in primary school principals' perceptions of activities
QLDH, principal's satisfaction level with QLDH activities, level
The level of management skills of primary school principals and the level of recognition of the primary school principal by the school community.
Adapting to the teaching management activities of primary school principals is a complex transformation process, affected by many factors, including subjective factors such as the management experience of primary school principals; the self-training awareness of primary school principals...; and objective factors such as the collective psychological atmosphere of pedagogy in primary schools, the management conditions of primary school principals...
Chapter 2
RESEARCH ORGANIZATION AND METHODS
2.1. Some features of the research area and objects
Nghe An province is located in the center of the North Central region. Nghe An has 1 city (Vinh city), 2 towns (Cua Lo town, Thai Hoa town) and 17 districts, Dien Chau, Quynh Luu, Yen Thanh, Do Luong, Nghi Loc, Hung Nguyen, Nam Dan, Thanh Chuong, Tan Ky, Anh Son, Con Cuong, Nghia Dan, Quy Hop, Quy Chau, Que Phong, Tuong Duong, Ky Son. Mountains account for 83% of the natural land area of the whole province, of the 17 districts, there are 10 mountainous districts with complex terrain, difficult transportation and economy. There are 7 ethnic groups living in Nghe An: Viet (Kinh), Kho Mu, San Diu, Thai, H'Mong, O Du, Dan Lai ethnic group.
According to statistics from the Department of Education and Training of Nghe An as of October 2012, the province currently has 615 primary schools, 12,543 primary school teachers on the payroll, 349 primary school teachers on indefinite contracts, 520 primary school teachers on short-term contracts and 618 primary school teachers teaching under the school's labor contract regime (not including 28 teachers from 02 non-public schools directly teaching 16 classes). Thus, with 12,892 teachers on the payroll and indefinite contracts
deadline, rate
teacher/class ratio of Nghe An primary education
An scored 1.33
(12,892/9,714). Through a survey of mountainous districts in Nghe An, it is shown that many primary schools have many satellite schools far from the main area, and many classes have to combine 2 levels. Students belong to many different groups, there are ethnic minority students, students from particularly difficult areas, and students' academic performance is not uniform... This is also one of the difficulties in the management of primary schools in Nghe An.
The main research subjects in the thesis: 173 primary school principals in Nghe An province, of which: 26 principals are the subjects of the pilot survey to standardize the tool; The subjects of the survey on the current status of the level of adaptation to QLDH activities: 147 primary school principals (of which 67 are male principals, 80 are female principals; 49 are female principals).
principals with over 5 years of experience as principals, 98 principals with less than 5 years of experience as principals); 156 managers (vice principals, group leaders, union presidents) and teachers of primary schools with principals are the main research subjects of the topic.
Experimental subjects: 27 principals (principals with less than 5 years of experience as principal).
Primary school principals are mostly good teachers who are appointed as
management, qualified
expertise and professionalism
good teacher, experienced
experience in education, have good political background, good moral qualities, seriously implement the Party's guidelines and policies, the State's policies in general and organize and manage the training process in particular. The principals
Primary school in Nghe An
Safe
relatively young, concentrated in
about 30-45 years old. Primary school principals in Nghe An have relatively equal educational levels, most have university degrees, some have master's degrees and a few have college degrees, no principal has intermediate qualifications. Most principals have not received formal training in management, mainly through educational management training courses, there are still principals who have never received training.
2.2. Research organization
The topic is organized and researched in 3 stages: theoretical research, current situation research and impact experiment.
2.2.1. Theoretical research
2.2.1.1. Purpose
- Overview of domestic and foreign research on issues related to adaptation, adaptation to the management activities of primary school principals.
- Systematize some basic theories related to the concepts: adaptation, teaching activities, teaching management, adaptation to teaching management activities. Analyze factors affecting the adaptation of teaching management activities of primary school principals.
- Develop a theoretical framework for the research problem, thereby establishing a guiding viewpoint for research adapted to the management activities of primary school principals.
2.2.1.2. Content
- Analyze and synthesize research works of domestic and foreign authors on adaptation: adaptation to learning activities, career adaptation, adaptation to management activities..., point out existing problems in these studies for further research, new points in the thesis research.
- Identify tool concepts and issues related to research
- Determine the content of practical research: based on the synthesis results of the theoretical part, determine the factors that need to be surveyed and researched in practice:
+ Identify the manifestations of adaptation to the management activities of primary school principals including: The understanding of primary school principals about management activities; The satisfaction level of primary school principals with management activities; The management skills of primary school principals; The recognition of the school community with the primary school principal.
+ Analyze factors affecting the adaptation to the management activities of primary school principals: Management experience of primary school principals; Self-training awareness of primary school principals; Collective psychological atmosphere of pedagogy in primary schools; Conditions for management activities of primary school principals.
2.2.1.3. Theoretical research process
The theoretical research process started in 2009 and included two phases:
- The outline building stage mainly involves collecting and researching necessary documents, on that basis determining the main and detailed contents of the thesis.
- The finalization stage has the main task of completing the theoretical basis with the identified content.
2.2.2. Practical research Purpose:
- Survey the current status of expression and level of adaptation of management activities of primary school principals.
- Clarify the influence of subjective and objective factors on the adaptation of primary school principals' management activities.
The practical research process consists of three stages: the exploratory research and pilot survey stage, the official investigation stage, and the results processing stage. Each stage has different purposes, methods, objects, and research content.
2.2.2.1. Exploratory research and pilot survey phase
- Purpose: to identify research problems, on that basis to form scientific hypotheses; to build a system of research methods; to determine the reliability and validity of the survey toolkit.
- Content: This stage is conducted on the basis of collecting opinions from experts in the fields of psychology and educational management on related issues.
to the
prefer
principal's response to management activities, and use of
A questionnaire with open-ended questions was developed to survey elementary school principals. This phase was divided into two steps: questionnaire design and pilot survey.
- Method: Expert method; document analysis method;
interview method; observation method; questionnaire method.
a. Questionnaire design
- Purpose: To form preliminary content for questionnaires.
- Methods: Document research method, expert method and interview method.
- Content: From the results of analysis and synthesis of research works of domestic and foreign authors on adaptation and adaptation to management activities; consulting experts on management activities and adaptation to management activities of primary school principals and consulting primary school principals, we designed a questionnaire to find out the current status of the level of adaptation to management activities of primary school principals, and at the same time find out the factors affecting the level of adaptation to management activities of primary school principals.
Questionnaire content and structure: Based on the research purpose and tasks, we built a questionnaire to survey the level of adaptation to QLDH activities.
Elementary Principals' Manual for Elementary Principals and Administrators
different in primary schools and teachers. The questionnaire consists of an introduction and 6 parts:
At the beginning : Brief introduction to the purpose of the questionnaire


![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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