+ The number of documents serving high-quality students in the library is not much, most of them only have 1 to 2 copies of each book, so the maximum time for students to borrow documents is 1 week. For students who need to continue using those documents, they can extend for 3 more days.
+ If students do not return documents within the specified time, the librarian will fine 1000/day based on the number of overdue days. This ensures the rights of all students and the smooth circulation of documents.
- For staff in the Department :
+ Officers are allowed to borrow no more than 5 documents at a time.
+ Loan period not exceeding 3 months.
+ No borrowing
2.5.5 Document copying service
- The need for photocopying historical documents is very high, however, due to conditions not allowing it, the Faculty does not have an on-site document photocopying service. Readers who need to photocopy documents need to:
+ Register with the librarian.
+ Pay fee 350 VND/1 page.
+ Do not photocopy typed or handwritten copies (because the documents have been taken down)
grant).
Table 8: Statistics on the current status of library services usage by readers
Form
School library | Faculty Resource Room | |
Read on the spot | 100% | 100% |
Borrow home | 100% | 60% |
Copy documents | 70% | 50% |
Maybe you are interested!
-
Learn about information and library products and services at the Library of the University of Transport Technology - 8 -
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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Current Status of Organizing and Preserving Document Capital at the Information Center - Library of the University of Transport -
Testing the Differences in Student Satisfaction with the Quality of Training Services at the Faculty of Tourism, University of Industry -
Marketing activities of James Hardiman Library, National University of Ireland, Galway and the possibility of application at the Information Center - Library of Vietnam National University, Hanoi - 1

CHAPTER 3
SOME COMMENTS, SUGGESTIONS AND SOLUTIONS TO IMPROVE THE EFFICIENCY OF THE DOCUMENTATION DEPARTMENT OF HISTORY
UNIVERSITY OF SOCIAL SCIENCES AND HUMANITIES.
3.1 Evaluate the performance of the Documentation Department.
Over 50 years of construction and development, along with the formation and development of the Faculty of History, the Faculty's Documentation Room has an important position in the education and training career of the school in general, and the Faculty of History in particular. Currently, in the process of organizing activities, the Documentation Room has achieved the following advantages:
3.1.1 Advantages
- Rich and diverse information resources with many types of books, newspapers, and magazines to serve the information needs of many different readers.
- Close communication with agencies inside and outside the school, convenient for supplementing document resources. The Faculty's current rich number of documents is supplemented from donations and sponsorships from agencies, research institutes...
- The facilities are basically complete, creating favorable conditions for the organization and operation of information and communication technology.
- Specialized staff with professional expertise can process documents quickly and build a document library suitable to readers' needs.
- Organizing and arranging scientific document warehouse, convenient for searching documents.
- Applying part of information technology to library operations (using WINISIS software).
Besides the advantages achieved, the Department of Science and Technology still faces some limitations that need to be overcome.
3.1.2 Limitations
- Modern technical facilities have not been properly invested, so library operations still face many difficulties. Especially computer systems and other modern equipment to build a digital library in the future such as:
+ Barcode scanner system
+ Server and workstation systems have not received investment attention.
+ The printer and photocopier system is old and needs to be replaced.
- Document classification is often subjective to the staff processing it. The foreign language proficiency of library staff is still limited, especially with Chinese and Russian documents, so many documents have not been processed.
- Many grey documents have not been processed and built into database systems.
- Information search activities of users face many difficulties due to the narrow area of the library, the computer system is too small so it cannot serve many readers at the same time.
- The work of supplementing document resources has not been focused on, and has not been able to supplement specialized documents to serve readers. Currently, the Faculty's document sources are mainly from documents inherited from the former General University.
- Information products and services are not yet diverse, only partially meeting readers' needs.
- Traditional search engines are still more commonly used, making it more difficult for readers to exploit information sources.
- Readers' awareness is not high in using library products and services.
3.1.3 Causes
+ The operating budget of the Documentation Room is not much yet.
+ Although the librarian has professional qualifications in library work, he is still young and therefore does not have much experience in document processing.
+ Readers are not used to using modern search tools to search for documents.
+ The preservation of modern equipment in the Archives room is not yet reasonable, partly due to low reader awareness.
+ The supplementary work is still mostly subjective, not paying attention to the needs of readers to have appropriate supplementary policies.
+ The supplement of documents is not balanced between training sectors.
+ Not making good use of additional resources such as gifts, purchases, and exchanges.
+ The staff does not have a strict policy with students who violate library rules.
Through the time of researching and learning about the organization and operation of the History Department's Documentation Room, I boldly put forward some of my opinions and proposed solutions to further improve the effectiveness of the organization and operation of the History Department.
3.2 Some recommendations and solutions
3.2.1 Strengthening document capital.
Although the Faculty has built a rich and diverse source of documents, in the current period, the Faculty has expanded its training scale with many majors, so the Faculty's Documentation Room has not been able to meet the current information needs in a timely manner. This is shown in the following survey table:
Question: What do you think about the quality of the document content?
Quality of document content
School library | Faculty Resource Room | |
Update | 60% | 20% |
Old | 30% | 60% |
Too old | 10% | 20% |
The results of the survey on readers' information needs show that up to 60% of readers think that the resources at the Faculty are outdated, which shows the necessity of supplementing the document fund. However, supplementing the document fund is not simply based on the preferences or subjective opinions of the staff, but must take the main target as the readers of the Faculty, supplementing documents must have content appropriate to each major and department being trained at the Faculty.
In addition to the quality of the document content and partly because the number of documents at the Faculty's Documentation Room only partially meets the information needs of readers, a group of information users have exploited documents to serve their needs at other information centers.
Table 9
Information and Communications Agency
Percentage | |
Faculty Resource Room | 30% |
VNU Information and Communications Center | 60% |
Libraries elsewhere | 10% |
Based on the analysis of readers' information needs as well as the specific situation of the Faculty. In the coming time, the Faculty's Documentation Department needs to build diverse and rich information resources, supplementing the following sources of documents:
- Specialized books
- Report/Research topic
- Thesis, Dissertation, Thesis
- Specialized magazine
- For gray documents, it is necessary to build a full-text digitized database.
+ In the past two years, the thesis documents defended at the faculty have not been kept in the library. This is an extremely valuable and important source of gray documents. We request that the Faculty Board give their opinion to the School to keep, preserve and serve this source of documents. In the form of requesting the doctoral student to submit an additional copy to the Faculty's Documentation Department.
+ Increase the budget to supplement specialized historical documents such as books, newspapers, electronic documents...
+ Closely manage internal resources (theses, dissertations, theses and scientific research works...) to serve students.
+ Add magazines periodically.
+ Coordinate to supplement information resources, especially electronic resources, through the purchase and exchange of directory databases, full-text databases, specialized databases, etc. Databases should be built according to a common format to facilitate exchange and sharing in information exploitation.
+ In addition to library activities, the Faculty's Resource Department needs to have activities to share information resources with agencies inside and outside the school. Especially in the training program of the Faculty, many departments use foreign documents for research and study. Therefore, cooperation and sharing with foreign agencies will be an advantage in supplementing foreign language documents.
3.2.2 Focus on investing in facilities.
The success or failure of applying information technology in information and communication agencies depends largely on modern facilities, techniques and equipment. Therefore, the Faculty needs to pay attention to building, renovating and expanding the area, especially the area of the book warehouse, to meet the increasing requirements.
increasing number of documents. At the same time, it is necessary to invest in a system of modern equipment such as: vacuum cleaners, dehumidifiers, ventilation fans and other technical preservation means... for the Documentation room.
+ Equip a computer system with library software and database management software installed to serve readers in searching for documents. The Faculty's computer system is too old and needs to be replaced.
+ Due to the large number of readers using documents at the Documentation Room, it is necessary to equip a camera surveillance system.
+ The computer system needs to be connected to LAN and Internet, convenient for sharing information resources between agencies inside and outside the school.
+ Invest in equipment to support business activities such as: photocopiers, photo scanners, barcode scanners...
+ Equipped with integrated software system for synchronous management. This software has many subsystems designed to solve specific tasks of functional departments of an information agency - library.
3.2.3 Improving the qualifications of information and documentation staff
Readers’ demand for information is increasing in both quantity and quality. Therefore, it requires information and communication staff to be trained in a fundamental and systematic way to meet the requirements of serving readers better and better.
Librarians are responsible for collecting, processing and updating information to meet the needs of readers. In response to the ever-increasing information needs of readers, librarians must meet the following requirements:
- Ability to process information quickly, accurately and effectively
- Solid professional qualifications, ability to organize and process information
- Have extensive knowledge in many fields and disciplines.
- In addition to professional qualifications, staff must also have foreign language and computer skills.
- Love the job and have a high sense of responsibility.
- In addition, staff need to have a plan to organize introduction sessions about the Faculty's Documentation Room so that readers can better understand the library's resources and regulations.
3.2.4 Focus on document preservation
Due to the importance of historical documents, preservation must be given top priority in library work, including:
- Protects against dust and mold
- Prevents harmful effects of insects (especially termites, mice, cockroaches)
- Resistant to weather effects ( due to erratic hot and humid climate)
- User negligence
Measures:
- Ensure a cool space with enough light (in summer, add a fan).
- Reorganize the archives according to modern standards, apply modern information technology in document preservation.
- Regularly clean the document warehouse to ensure that the document resources at the Faculty are not damaged by harmful agents.
- Preliminary classification of documents before adding and liquidating documents
- Documents are arranged on shelves carefully and neatly.
- At the beginning of each school year, when new students enroll, the librarian has a session to instruct students on how to exploit and use documents and regulations when using the Faculty library (combined with the first political lesson of the year).
- Currently, in the library there is a type of valuable and unique document, which is typewritten and handwritten copies (History - Thought).


![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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