c) Determine the evaluation cycle
The evaluation cycle for level x civil servants should be regulated monthly, quarterly (3 months), 6 months and 1 year. In necessary cases or for important jobs, it is necessary to organize evaluation according to work progress requirements and after the completion of work.
Practical research shows that the more timely the assessment, the better, should be conducted regularly, alternately, combining many different forms and methods, linked with the work of arrangement and use and reward work to bring about the highest efficiency.
d) Training of assessors
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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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Evaluation of Research Situation and Issues Raised for the Thesis -
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This is a very important step to ensure effective evaluation. Evaluators need to be trained to understand the evaluation system and its objectives.
assessment; understanding assessment methods and consistency in assessment. There are two ways to train assessors: providing guidance documents and organizing annual training courses.

e) Assessment interview
The evaluation interview is the final but very important step to improve the effectiveness of the evaluation work. It is an official conversation between the direct leader and the civil servant, to review the entire actual work situation of the civil servant, thereby providing them with information about the situation, work performance results in the past time, their strengths and weaknesses in the work process, work potential as well as measures to improve their work performance. At the same time, this is also an opportunity
for leaders to listen to civil servants reflect on the situation of working conditions and environment, advantages and disadvantages, reasons for success and failure in the process of performing assigned work, and thoughts, aspirations, recommendations and proposals to
do a better job in the future.
3.2.2.3. Some issues to note in the evaluation work for level x civil servants in the coming time
In order for the evaluation work to truly create strong motivation for level x civil servants, in the coming time, it is necessary to pay attention to the following issues:
a) In the evaluation, it is necessary to clarify the achievements, work results, and task completion level of the cadres and civil servants.
In the process of evaluating civil servants, it is necessary to first consider and evaluate the achievements, work results, and level of task completion of cadres and civil servants. Next, evaluate the political qualities, ethics, lifestyle, working relationships (with colleagues, with levels and sectors), professional training, health, work efficiency and development potential of civil servants. In which, the group of factors on achievements, work results, and level of task completion of cadres are considered as "necessary" conditions, while the group of factors on political qualities, ethics, lifestyle, working relationships, professional training, health... of civil servants are considered as "sufficient" conditions in the process of considering the arrangement, use, training and development of civil servants.
The process of evaluating civil servants must be based on specific, clear standards of expertise and professionalism, based on specific tasks related to assigned duties and responsibilities. It is necessary to accurately determine the work results and contributions of each civil servant. Take the work efficiency and actual contributions of civil servants as a measure of the qualities and abilities of cadres. Focus on evaluating work potential, discovering virtuous and talented people to nurture,
train them to become leading cadres at the grassroots level and create resources for higher-level leaders. The agencies managing civil servants need to review the responsibilities, tasks, the system of title standards and the criteria for assessing the level of response and completion of assigned tasks of each civil servant title to serve as a basis for evaluating cadres in an objective and scientific manner.
b) The process of evaluating civil servants must be conducted democratically, publicly, transparently, in accordance with principles and regulations.
The work of evaluating each position of civil servants needs to be specified and institutionalized into regulations; specifying evaluation criteria, forms, and methods.
for each stage, each step in the evaluation process. The process of evaluating civil servants must be placed in specific conditions, circumstances and working environment;
placed in a dialectical relationship with the policies of the Party, the State, and the locality for each group of civil servants, as well as in the whole process of striving and developing civil servants.
Conduct annual assessment and classification of civil servants; bring the work
Discipline the staff. Regularly organize tests and assessments of knowledge and capacity of staff. Consider this as the basis for arranging, assigning and using staff in suitable positions. Have appropriate reward and punishment mechanisms.
for each officer and employee commensurate with the level of work completed.
c) Develop appropriate mechanisms and policies for people to monitor and supervise.
CBCC assessment
It is necessary to continue researching and developing appropriate mechanisms and policies to create
favorable conditions for people to actively participate in inspection and supervision,
Evaluate the performance and work of civil servants. In order to promptly detect and handle civil servants who are weak in capacity and ethics, and have degraded lifestyle; select people with good qualities, ethics, and capacity into the civil servant team. Resolutely remove from the civil servant team those who have degraded and changed in morality.
ethics, lifestyle, or people who do not have the capacity and qualifications to undertake work that affects the overall socio-economic development of each locality as well as the country.
d) Use assessment results in management and use of civil servants promptly and effectively.
The final evaluation results should highlight strengths and weaknesses.
weaknesses, the level of task completion of civil servants; pointing out the shortcomings, limitations and clarifying the causes, including both objective and subjective causes. After the assessment, there should be clear, detailed explanations, demonstrations and notification of the assessment results to each civil servant as well as to the entire agency.
unit; at the same time, propose remedial measures to help civil servants promote their strengths, limit shortcomings and shortcomings to strive to improve themselves, and meet the requirements of assigned tasks. Evaluation form
saved in the civil servant's file for management and monitoring according to regulations.
Based on the evaluation results of each position of civil servants, it is necessary to synthesize and analyze the quality of the civil servant team of each organization and agency.
units of each locality; draw out the strengths and weaknesses of the staff and the ability to meet the requirements of the staff. From there,
Make accurate and timely management decisions for each type of civil servant such as: salary, training, rewards, promotion, appointment, job rotation, demotion, termination...; at the same time, have timely measures to supplement and adjust policies on planning, training, fostering and using civil servants for each locality and unit.
3.2.3. Group of solutions on training and development policies for commune-level civil servants
Training and development is one of the high-level needs of civil servants. When civil servants feel the capabilities and opportunities
Training to continue to improve their knowledge, professional capacity and self-improvement will motivate them to work more actively, enthusiastically and make more efforts in the working process. The goal of the training and development policy: to effectively use the existing staff, help staff understand and grasp their work better and perform their functions and tasks more proactively; at the same time, build and develop the staff, gradually improve their qualifications, capacity and adaptability to the work.
in the future
Training and development policies, if designed appropriately, will motivate civil servants to work enthusiastically. However, in current practice, training and development policies
Training and development for civil servants at level x currently still has some limitations and shortcomings. Civil servants at level x do not have many opportunities to be trained and developed. Training and development of civil servants is not according to plan, but is still spontaneous for each person.
Local or individual training is mainly required. Training is not yet linked to placement and use. The placement and use of civil servants is still done arbitrarily, in many places and at times, it is still biased towards personal feelings. Cadres are trained in air
are arranged and used, while arranging and using people who have not received professional training. Moreover, the training content is still general, heavy on theory, scholasticism, books, not originating from the practical requirements of management, operation and socio-economic development at the grassroots level. The state budget, of agencies and units supporting cadres and civil servants at level x to participate in training courses, improve their qualifications and professional capacity is still limited. Most of the funding during the learning process is self-funded by the trainees. In the condition of low salary and income, the opportunity for cadres and civil servants at level x to participate in training courses, improve their qualifications and professional capacity is even lower. In the coming time, it is necessary to innovate training and development work.
For level x civil servants in the following direction:
3.2.3.1. Innovate and improve the work of making annual and 5-year training & development plans for each type of level x civil servant.
The training and development plan for level x civil servants must originate from the practical requirements of socio-economic development and the quality of civil servants in each locality in each period in order to build and develop.
The staff of civil servants must meet the requirements of local socio-economic development both in the short and long term. Ensure that all civil servants with equal conditions and standards have equal opportunities in training and development; at the same time, it is necessary to pay attention to creating conditions for each civil servant to be able to reach out to meet new jobs and new tasks with increasingly higher requirements according to the planning.
Organizational development orientation.
3.2.3.2. Innovate the program, content and form of training and fostering for the team of cadres and civil servants at level x, combining well between theoretical training in schools and training and fostering through practice.
The training program and content on theory ensure basic, practical and suitable for each type of title of civil servant level x, taking into account the specific factors of different regions and areas. Focus on improving practical capacity, skills in performing specific tasks, and handling well diverse issues and situations related to
to the production, business and daily life of the people at the grassroots level. The content must cover all areas of socio-economic management of the local government at the grassroots level; at the same time, it must ensure depth to meet the requirements of performing the work of each position, in accordance with the management and operation practices at the grassroots level.
x level area
Combine well the theoretical training and development in schools and training through practical work. It is possible to apply the training method of the Japanese. Combine training and development with placement. Focus on training and development of civil servants through practical work. Create conditions for civil servants to be able to rotate and practice through different job positions; thereby training them to become people with comprehensive and comprehensive knowledge, meeting increasingly high job requirements, thereby creating opportunities for them to develop into good leaders and managers. After being recruited to work in the x-level government apparatus, civil servants need to be periodically rotated horizontally from one department to another, assigned to be in charge of many different jobs. The purpose of rotation is to help them understand the work of related departments and members; at the same time, for everyone in the organization to understand the capacity and personality of that person. Through that, civil servants know how to coordinate between related departments and individuals in the best way when assigned higher management tasks.
3.2.4. Group of solutions to improve reward policies for commune-level civil servants
Timely rewards and encouragement are one of the important factors affecting the working motivation of civil servants. The survey results show that the reward policy for civil servants at level x in localities still has some shortcomings and limitations: (1) The time for implementing rewards is not timely. Most localities review and evaluate the level of task completion and organize rewards once a year at the end of the year. Very few
Local authorities carry out the work of reviewing and evaluating the level of work completion monthly, quarterly or after the completion of a job to organize timely rewards and incentives for civil servants; (2) The consideration of rewards is not based on the results of the evaluation of the work performance of civil servants; not based on the work achievements of civil servants; (3) The value of the rewards is not commensurate with the results and achievements of civil servants, so it does not really motivate and encourage civil servants to work enthusiastically and make efforts.
From the above reality, in the coming time, the reward policy for level x civil servants needs to be adjusted in the direction of:
Firstly, the consideration of rewarding level x civil servants needs to be organized and implemented.
periodically monthly, quarterly, year-end or after the completion of an important job or task based on the results of the performance evaluation of civil servants and public employees in each corresponding period. In order for the reward work to be carried out fairly, objectively and effectively, it is necessary to develop specific and clear reward regulations; stipulate the process, procedures and forms of reward suitable to the
conditions and characteristics of each unit and locality.
Second, the decision to reward each officer needs to be considered on many aspects. However, the most important and primary basis is the results and effectiveness of the work of the officer based on the results of the monthly periodic assessment.
quarterly, at the end of the year or after completing an important task of each officer. The results of the work performance evaluation are an important basis for considering rewards for officers. Reward work needs to be closely linked to the work performance evaluation of officers.
Third, in order for the reward work to be effective, to motivate and encourage civil servants to work enthusiastically, it is necessary to consider choosing the form and value of the reward suitable for each type of civil servant. It is necessary to avoid egalitarian rewards, the value of the rewards must be commensurate with the results and achievements of the civil servants to truly motivate and encourage civil servants to work enthusiastically and make efforts.
3.2.5. Group of solutions to improve salary policy for commune-level civil servants
In the socio-economic conditions of our country, which are still poor, the income and living standards of the majority of civil servants are still very low. Salary is the main source of income to support themselves and their families. If it is not well guaranteed, it will make civil servants feel dissatisfied, discouraged, and not feel secure in their work, and may even lead to them quitting their jobs. In the coming time, in order to maintain and improve the working motivation of civil servants at level x, the salary policy for civil servants at level x needs to be revised, supplemented, and adjusted in the following directions:
3.2.5.1. Innovate the salary payment regime for level x civil servants in the direction of using work performance results as the basis for determining the actual salary level of civil servants.
Determining the actual salary level of civil servants must be based on the salary coefficient according to the salary scale and grade in the salary table prescribed by the Government.
based on the actual volume and quality of work completed by the staff. The human resource management agency periodically conducts monthly, quarterly and year-end assessments of the performance, work results and task completion level of the staff to determine the specific salary level for each staff.

![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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