Comments: Through statistical table 2.10, we can see that 100% of the center's management staff have professional qualifications that meet or exceed the standards. The majority of management staff and teachers have a firm ideological stance and trust in the leadership of the Party. Teachers love their jobs, love their students, are dedicated to their profession, are diligent, responsible, and creative. Teachers are cared for and have solutions to improve their quality to meet the needs of developing the province's education career. Thai Binh Provincial Continuing Education Center has focused on training to improve and exceed the standards for the management staff and teachers in the center. The rate of teachers above the standards of the center is 2.7%, the rate of teachers meeting the standards is 97.3%, and the rate of teachers not meeting the standards is 0%. Currently, the center has 03 management staff and teachers studying postgraduate programs. The percentage of teachers who are Party members of the center is 61.1%, a fairly high rate compared to other vocational training centers in the province.
- Statistics on students' learning results through practical training in traffic law at Thai Binh Province Continuing Education Center in 5 years (2010-2015)
Table 2.11: Statistics on learning outcomes of students studying traffic law practice (2010-2015)
School year
TOTAL | LEARNING GRADES | ||||||||
Good | Rather | Medium | Weak | ||||||
SL | Rate (%) | SL | Rate (%) | SL | Rate (%) | SL | Rate (%) | ||
2010 - 2011 | 2800 | 1954 | 69.7 | 831 | 29.7 | 15 | 0.6 | 0 | 0 |
2011 - 2012 | 2860 | 2075 | 72.6 | 763 | 26.7 | 22 | 0.7 | 0 | 0 |
2012 - 2013 | 2973 | 2369 | 79.7 | 592 | 19.9 | 12 | 0.4 | 0 | 0 |
2013 - 2014 | 3115 | 2741 | 87.9 | 365 | 11.8 | 9 | 0.3 | 0 | 0 |
2014 - 2015 | 3340 | 2984 | 89.3 | 352 | 10.5 | 4 | 0.2 | 0 | 0 |
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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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The relationship between market orientation, learning orientation and business results of hotel and restaurant enterprises: A case study in Ho Chi Minh City - 36
(Source provided by Thai Binh Province Continuing Education Center)
Comments: Through the statistical table (Table 2.11), we can see that the quality of students learning traffic law practice is high, the percentage of students classified as good and excellent is 99.4%, the percentage of students classified as average or low is 0.6%.
- Statistics on the results of classifying the awareness of studying and practicing traffic law at the Thai Binh Province Continuing Education Center in 5 years (2010-2015)
Table 2.12: Statistics on learning awareness results of students studying traffic law practice (2010-2015)
School year
TOTAL | CONDUCT GRADE | ||||||||
Good | Rather | Medium | Weak | ||||||
SL | Proportion (%) | SL | Proportion (%) | SL | Proportion (%) | SL | Proportion (%) | ||
2010-2011 | 2800 | 2652 | 94.7 | 145 | 5.1 | 3 | 0.2 | 0 | 0 |
2011-2012 | 2860 | 2738 | 95.7 | 118 | 4.1 | 4 | 0.2 | 0 | 0 |
2012-2013 | 2973 | 2765 | 93 | 205 | 6.8 | 3 | 0.2 | 0 | 0 |
2013-2014 | 3115 | 2895 | 92.8 | 214 | 6.9 | 6 | 0.3 | 0 | 0 |
2014-2015 | 3340 | 3193 | 95.5 | 145 | 4.3 | 2 | 0.2 | 0 | 0 |
(Source provided by Thai Binh Province Continuing Education Center)
Comments: Through the statistical table (Table 2.12) and student survey, we see that the percentage of students classified as good and excellent: 99.8%. Students' learning awareness is very good, they are very excited to participate in the practical session on traffic law; strictly follow the center's regulations as well as the traffic safety ordinance. Students wish to study 2 sessions/1 school year.
2.3. Characteristics of the practice guidance of traffic law for secondary school students at the Continuing Education Center of Thai Binh province
2.3.1. Activities to guide the practice of traffic law
Traffic law practice guidance activities include: 1 initial guidance period, 2 regular guidance periods outside the driving range and the last 15 minutes of the final guidance period.
I. Initial instructions
The initial instruction session is conducted in the workshop for 45 minutes. It guides students through the most basic knowledge according to the established curriculum and the procedures when practicing on the training ground.
II. Regular instructions
* Students practice on the training ground (60 minutes)
1. Divide the class into 2 groups: 1 group walks, 1 group goes by vehicle (each group practices for 30 minutes then switches back)

Image of students practicing traffic laws on the training ground
Assign teachers to take on practical instruction tasks.
- There is an instructor to guide you on how to wear a helmet properly.
- 1 teacher guides the group to practice walking.
- 2 instructors to guide the use and control of the vehicle.
- 1 general instructor

Image of students violating traffic signs being re-instructed by teachers
2. Practice control on the driving range.
- 1 teacher guides students at the traffic light at the intersection (DS 3 & DS 5)
- 1 teacher guides students at lines 4 and 6.
- 1 teacher guides students at positions 2 and 4
- 1 teacher guides students at positions 2 and 7
- 1 general instructor at the starting position.
* Note :
- The teacher's guidance positions must be flexible in handling situations.
- When instructing practice, if a student violates traffic rules, the teacher should stop and remind the student to correct the violation.
- There is a 15 minute break between two vehicle change practice sessions.
III. Final instructions
- At the end of the practical instruction, the teacher will organize the grading of the theory test and have 15 minutes to comment and evaluate the results of the lesson.
- After the lesson ends, the teacher stays behind to summarize and draw lessons. Point out what has been done and what has not been done to draw lessons for the next practical instruction sessions.
2.3.2. Assessment of the current quality of "Guidelines for practicing the Law on Road Traffic for secondary school students" at the Continuing Education Center of Thai Binh province
- The center organizes traffic safety education through a program to guide the practice of traffic laws on driving courses for secondary school students.
- During the process of organizing the psychology of the secondary school students who want to participate in the program of guiding the practice of traffic laws on the training ground. The students seriously acquire knowledge about traffic laws, have a new and deeper view of traffic safety. Through the process of practicing driving, the students learn more about the road signal system (signs, traffic lights, medians, road markings...), the general rules of traffic laws, the students realize that learning and practicing traffic laws is useful for themselves and wish to have more traffic safety lessons.
- In terms of quantity, each year on average there are over 2,500 junior high school students in Thai Binh city coming to the Center to practice traffic laws on the driving course. Attendance rate is 97.5%.
- Teachers are always creative and innovative in their teaching methods, creating excitement for students when participating in the traffic law practice program.
assigned the task of traffic safety education with enthusiasm, dedication, responsibility and high love for the profession.
- Students have more understanding of traffic laws and traffic safety ordinances.
- Improve skills and awareness in handling situations when participating in traffic.
- Center for propaganda of road traffic laws to help students, families and society raise awareness of obeying the law when participating in traffic.
- Forming awareness and perception of traffic culture, awareness of protecting the lives of each person when participating in traffic.
- Highly supported by parents, schools and society.
2.4. Current status of management of "Guidelines for practicing the Traffic Law for secondary school students" at the Thai Binh Province Continuing Education Center
2.4.1. Current status of training goal management
Currently, the Thai Binh Provincial Continuing Education Center has developed detailed objectives for traffic safety education activities for 6th and 7th grade students.
During the implementation process, managers grasp, check and supervise the implementation of traffic safety education for students in grades 6 and 7 according to established goals.
The management goal of Thai Binh Provincial Continuing Education Center is to create an environment and favorable conditions for professional departments to effectively implement management contents, effectively implement the goals and plans of traffic safety education activities to ensure the quality and effectiveness of the traffic safety education process for students, affirming the position of the Provincial Continuing Education Center in meeting the requirements of raising awareness of compliance with traffic laws, thereby meeting the requirements of building an increasingly comprehensive generation of students.
2.4.2. Current status of teachers' teaching management
* Managing teachers' teaching activities is essentially managing teachers' teaching tasks in teaching activities, imparting knowledge and moral qualities. During the teaching process, teachers have the responsibility to continuously study, practice and improve themselves to improve their qualifications and quality.
* In the process of traffic safety education, teachers are both the management object and the management subject of traffic safety education activities.
* The teacher's teaching process must follow the following steps:
- Prepare lesson: lesson plan, tools and equipment;
- Conduct classroom teaching (theory and practice);
- Check and evaluate students' learning outcomes and practical awareness...
* Manage program implementation, develop teaching plans
- Manage program implementation. To fulfill this requirement, the Director needs to direct the following tasks:
+ Arrange timetables for each grade level, reasonable, convenient for teachers and suitable for the conditions of secondary schools.
+ Manage the progress of the traffic law practice guidance program, lesson plans and teachers' teaching schedules.
+ Manage teachers' classroom teaching and practice hours on the training ground.
+ Direct departments and professional groups to discuss issues arising in teaching practice and new issues in the traffic law practice teaching program to unify implementation throughout the school year.
+ Balance activities during the school year to ensure time for teachers to complete the curriculum according to the schedule.
+ Grasp the methods and forms of organizing typical teaching of traffic safety education activities, from which to plan to prepare appropriate teaching aids.
- Manage the development of teaching plans for traffic law practice. Required content when teachers develop personal plans:
+ Basis for planning: Based on the school year's task instructions, assigned quotas, number of students, and conditions to ensure teaching and learning of traffic law practice on the training ground.
+ Determine direction, tasks, goals, and targets: test and evaluate students' learning outcomes and practical awareness...
+ Prepare full documents and equipment for teaching practical traffic law, plans to innovate teaching methods, and plans for teaching theory and practice for each grade and class.
+ Develop a self-study plan, self-improve professional skills, register for competitive titles during the school year...
Content required when teachers build plans for each session, week, semester...
+ Based on the objectives of the traffic safety education program for secondary school students to develop a plan.
+ Determine knowledge, skills, and attitude standards, and plan teaching methods for each unit of knowledge.
+ Prepare facilities and teaching equipment (STI) to serve teaching preparation; testing and assessment plan for learning outcomes.
+ Adjust and supplement the plan during implementation.
In management work, the Director needs to pay attention to directing teachers and departments and professional groups to implement the plan well to ensure the quality of teaching traffic law practice on the training ground.
* Manage teachers' classroom teaching activities
To manage teachers' classroom teaching activities, the Center Director has implemented:
- Develop a plan to organize assessment and test observation.
- Develop class time standards according to the assessment standards of the Ministry of Education and Training and the specific conditions of the Center.
- Build a timetable to maintain class time for teachers and students.
2.4.3. Current status of management of department and professional team activities
In the entire traffic safety education activities of the center, the activities of the department and professional groups play a very important role. It not only contributes greatly to improving the quality of teaching and practicing traffic law of each teacher but also has a positive effect on self-improvement of professional expertise of teachers and the pedagogical collective.
Departments and professional groups have implemented:
- Organize activities for teachers to discuss the content of the traffic safety education program, discuss innovative teaching methods for traffic law practice, hold seminars, support new teachers, and provide guidance on the use of modern technical means in teaching.
- Check program implementation, observe and give feedback, evaluate teachers' teaching.
- The department and professional team advise and propose to the Director to assign and arrange teachers to teach and hold part-time positions; participate in developing programs under the direction of the Director. To effectively manage the activities of the department and professional team, the Director has implemented:
- Direct specific professional management work, unify the activities of departments and professional groups in each meeting and at each specific time.
- Promote the effectiveness of professional group activities to serve the purpose of improving the quality of teaching and practicing traffic laws on the training ground.
- Direct the activities of departments and professional groups according to regulations on time and quality.
In addition, the Director requested department heads and professional team leaders to perform the following tasks:
- Unify the content and teaching methods of traffic law practice on the driving course for each grade and class, unify the content of the learning outcome test form, and the way to mark and correct the test form.
- Guide and agree on how to plan lessons, use teaching materials and tools.
- Discussing the method of teaching traffic law practice on the driving test site and important, urgent professional issues...
- Organize teaching demonstrations to gain experience in teaching pedagogy.
2.4.4. Current status of management of implementation of innovation in teaching methods of road traffic law practice by teachers
Over the years, through various forms and measures, the Director has closely directed the innovation of methods in the direction of stimulating students' positivity and initiative. In order to effectively manage the innovation of teaching methods for practicing road traffic laws, the Director has implemented:
- Develop a training plan for teachers in the Center on innovative teaching methods for traffic law practice for secondary school students.
- Develop plans and organize demonstrations on innovative teaching methods for traffic law practice in each grade 6 and 7 and regularly organize class observations and draw lessons to help teachers master new teaching methods.


![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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