Table 3.1: Structure of civil servants in the Ministry of Culture, Sports and Tourism's QLVH period 2011-2016 divided by gender
Unit: person
Sex
Block
Number of civil servants | ||||||
2011 | 2012 | 2013 | 2014 | 2015 | 2016 | |
State management block | 528 | 535 | 543 | 552 | 546 | 565 |
Male | 286 | 289 | 293 | 290 | 292 | 305 |
Female | 242 | 246 | 250 | 262 | 254 | 260 |
Career block | 130 | 133 | 137 | 155 | 155 | 171 |
Male | 101 | 103 | 103 | 116 | 116 | 124 |
Female | 29 | 30 | 34 | 39 | 39 | 47 |
TOTAL | 658 | 668 | 680 | 707 | 701 | 736 |
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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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Comparison of Geographical Conditions, Structure of Culture and Tourism Activities -
Recruitment of civil servants at the People's Committee of Luc Nam district, Bac Giang province - Current situation and solutions - 9
Source: Ministry of Culture, Sports and Tourism
Of the total number of civil servants in the public administration sector, the Kinh ethnic group is 546 (accounting for 96.6%), of which 21 are ethnic minority civil servants (accounting for 3.4%); of the total number of civil servants in the public administration sector, the Kinh ethnic group is 164 (accounting for 95.9%) and of which 8 are ethnic minority civil servants (accounting for 4.1%).
Table 3.2: Structure of civil servants in the Ministry of Culture, Sports and Tourism's Cultural Management Department in the period 2011-2016, divided by ethnicity
Unit: person
Nation
Block
Number of civil servants | ||||||
2011 | 2012 | 2013 | 2014 | 2015 | 2016 | |
State management block | 528 | 535 | 543 | 552 | 546 | 565 |
Kinh ethnic group | 508 | 515 | 523 | 531 | 525 | 546 |
Ethnic minorities | 20 | 20 | 20 | 21 | 21 | 19 |
Career block | 130 | 133 | 137 | 155 | 155 | 171 |
Kinh ethnic group | 128 | 131 | 135 | 147 | 147 | 164 |
Ethnic minorities | 2 | 2 | 2 | 8 | 8 | 7 |
TOTAL | 658 | 668 | 680 | 707 | 701 | 736 |
Source: Ministry of Culture, Sports and Tourism
Through Table 3.1 and Table 3.2, we can see that the number of cultural management civil servants of the Ministry of Culture, Sports and Tourism has changed over the years. However, the change in the period 2011-2016 of the State Management sector increased by 37 people (accounting for 7%) is insignificant; the public sector increased by 31 people (accounting for 31.5%). The increase in the number of cultural management civil servants of the State Management sector depends on the recruitment and reception of civil servants of the Ministry of Culture, Sports and Tourism.
In terms of age, in 2016, the number of civil servants under 30 was the smallest, only 60 people (8.6%); the number of civil servants aged 31 to 40 was 233 (33.2%) (highest rate); the number of civil servants aged 41 to 50 was 184 people (26.2%); the number of civil servants aged 51 to 60 was 224 people (32%). (see chart 3.1).

Chart 3.1: Structure of civil servants in the Ministry of Culture, Sports and Tourism's QLVH period 2011-2016 divided by age
Source: Ministry of Culture, Sports and Tourism
Through chart 3.1, we can see that the structure of the Ministry of Culture, Sports and Tourism's civil servants in charge of cultural affairs by age has also fluctuated over the years, but in a fairly stable trend, with insignificant changes. Notably, the number of civil servants aged 41 to 50 has tended to increase over the years.
3.2.2. Current status of health and physical strength of cultural management civil servants
Health is a state of physical, mental and social well-being, a combination of many factors. Currently, the Ministry of Health stipulates three health statuses for workers in general and civil servants in particular: type A is good physical condition, type B is average, type C is weak. The health requirements for civil servants are not only mandatory standards when recruiting civil servants but also requirements that must be maintained throughout their entire working life.
Civil servants must ensure good health to be able to maintain continuous work under high pressure.
Recognizing the importance of health and physical fitness for the performance and completion of tasks of public servants in the field of culture and information. In recent years, the Ministry of Culture, Sports and Tourism has paid attention to the health, physical fitness and mental health of public servants. Every year, the Ministry of Culture, Sports and Tourism has always created coordination in physical training and sports activities between units and mass organizations such as trade unions, youth unions, veterans' associations, etc. within the Ministry of Culture, Sports and Information. Organizing and launching emulation movements to improve physical fitness and sports among public servants, such as organizing physical training and sports competitions; organizing mini football, volleyball, table tennis, basketball, badminton, tennis tournaments, and art performances on the occasion of national holidays and anniversaries of the industry, etc.
Table 3.3: Health classification results of public servants of the Ministry of Culture, Sports and Tourism in the period 2011-2016
Unit: person
Sex
Block
Number of civil servants | ||||||
2011 | 2012 | 2013 | 2014 | 2015 | 2016 | |
State management block | 528 | 535 | 543 | 552 | 546 | 565 |
Type A | 385 | 401 | 398 | 432 | 422 | 419 |
Type B | 122 | 116 | 130 | 100 | 107 | 128 |
Type C | 21 | 18 | 15 | 20 | 17 | 18 |
Career block | 130 | 133 | 137 | 155 | 155 | 171 |
Type A | 102 | 115 | 118 | 132 | 130 | 142 |
Type B | 23 | 10 | 13 | 17 | 18 | 20 |
Type C | 5 | 8 | 6 | 6 | 7 | 9 |
TOTAL | 658 | 668 | 680 | 707 | 701 | 736 |
Source: Ministry of Culture, Sports and Tourism
Every year, the Ministry of Culture, Sports and Tourism also organizes exchanges, sports competitions, cultural and artistic exchanges with other agencies and units and organizations under the Ministry, between central and local agencies.
All of these activities have created conditions for the Ministry of Culture, Sports and Tourism's cultural management officers to exchange and learn, creating a movement to compete in physical training, improving and raising the level of physical training.
improve personal health; enhance solidarity and unity among civil servants in the agency; create a comfortable mental state in the spirit of sportsmanship... that has had a good effect on civil servants in performing and completing well the assigned work and tasks.
In addition, the Ministry of Culture, Sports and Tourism also encourages all civil servants to arrange and organize their work and family, creating conditions for civil servants to have time to practice personal physical exercise and sports, in order to create the best health, physical and mental state for civil servants in charge of culture and sports.
According to Table 3.3, we can see that the number of public servants with good health (type A) tends to increase over the years. The number of public servants with good health in the State management sector in 2011 was 385 people (accounting for 72.9%) and increased to 419 people (accounting for 74.1%) in 2016, an increase of 1.2% compared to 2011. The number of public servants with poor health (type C) tends to decrease, from 21 people (accounting for 3.9%) in 2011, down to 18 people (accounting for 3.1%) in 2016.
In terms of gender, in 2016, the health category A among male civil servants in the State management sector accounted for 71.5%, higher than the health category of female civil servants of the same type, which was only 73.4%; male civil servants in the career sector were 90.3%, also higher than female civil servants in the same sector, which was 63.8%.
Table 3.4: Health classification results of public servants of the Ministry of Culture, Sports and Tourism in 2016 by gender
Unit: person
Health
Proportion
Number of civil servants in the public administration sector | Number of civil servants in the Public Service sector | |||
Male | Female | Male | Female | |
Type A % | 228 74.8 | 191 73.5 | 112 90.3 | 30 63.8 |
Type B % | 60 19.7 | 63 24.2 | 7 5.6 | 13 27.7 |
Type C % | 17 5.6 | 6 2.3 | 5 4.0 | 4 8.5 |
TOTAL | 305 | 260 | 124 | 47 |
Source: Ministry of Culture, Sports and Tourism 2016
While the health status of male civil servants in both sectors is lower than that of female civil servants, this is a positive development trend, although the rate is not high (see table 3.4).
3.2.3. Current status of ranks, professional qualifications and technical skills of cultural management civil servants
3.2.3.1. Current status of civil servants in cultural management
The professional level of the cultural management civil servants is also shown through the structure of civil servant ranks. The current status of the cultural management civil servant ranks of the Ministry of Culture, Sports and Tourism is shown in Table 3.5.
Table 3.5: Public employee ranks of the Ministry of Culture, Sports and Tourism in the period 2011-2016
Unit: person
Civil servant rank and equivalent
Number of civil servants | ||||||
2011 | 2012 | 2013 | 2014 | 2015 | 2016 | |
Senior Specialist and equivalent | 27 | 27 | 28 | 28 | 29 | 34 |
Senior Specialist and equivalent | 214 | 220 | 225 | 224 | 225 | 299 |
Specialist and future present | 320 | 325 | 331 | 364 | 356 | 308 |
Officer and equivalent | 25 | 24 | 24 | 21 | 21 | 20 |
Staff | 72 | 72 | 72 | 70 | 70 | 75 |
TOTAL | 658 | 668 | 680 | 707 | 701 | 736 |
Source: Report of the Ministry of Culture, Sports and Tourism
Table 3.5 reflects the structure of the ranks of public servants in the field of public administration developing in a positive direction. This shows that the ranks of main specialists and specialists tend to increase: the ranks of main specialists increased from 32.5% in 2011 to 40.6% in 2016; the specialist rank was 48.6% in 2011 and decreased by 41.8% in 2016 (down 6.8%); the staff rank was 3.8% in 2011 and decreased to 2.7% in 2016; the staff rank also decreased.
decreased from 10.6% in 2011 to 10.1% in 2016. However, the proportion of senior specialists and equivalents is still low and stable, maintaining a level of 4.1 to 4.6% over the years.
3.2.3.2. Regarding professional and technical training level
Cultural management civil servants are a team that must have cultural and professional qualifications to be able to complete their work and tasks. Because the work and tasks of cultural management civil servants are mainly to research and provide professional advice on each major and field in the cultural sector for the promulgation and guidance of the implementation of documents and laws on culture. With such a great and heavy task, if cultural management civil servants do not have a certain level of professional qualifications, suitable for each specific position and job, they cannot complete the assigned tasks.
Fully aware of the importance of professional qualifications and skills in performing the tasks of cultural management civil servants, in recent years the Ministry of Culture, Sports and Tourism has always paid attention to the training and fostering of cultural management civil servants in terms of expertise and skills.
In the period 2011-2016, the number of public servants with post-graduate degrees increased gradually over the years. Specifically, the number of public servants with doctoral degrees increased from 6.1% in 2011 to 8.8% in 2016; the number of public servants with master's degrees increased from 28.2% in 2013 to 37.7% in 2016. The number of public servants with university, college, intermediate and primary degrees all decreased gradually over the years. In particular, the number of public servants with university degrees decreased from 54.7% in 2011 to 43.1% in 2016; the number of public servants with college degrees decreased from 1.3% in 2011 to 0.5% in 2016; similarly, the number of public servants with intermediate degrees decreased from 4.1% to 2.7% and the number of primary degrees decreased from 8.2% to 7%. This partly proves that the professional and vocational quality of public servants in the field of cultural management tends to be improved (Table 3.6).
Table 3.6: Professional training level of cultural management officials of the Ministry of Culture, Sports and Tourism in the period 2011-2016
Unit: person
Level
Proportion
Number of civil servants | ||||||
2011 | 2012 | 2013 | 2014 | 2015 | 2016 | |
PhD % | 40 6.1 | 42 6.3 | 46 6.8 | 59 8.3 | 59 8.4 | 65 8.8 |
Master % | 168 25.5 | 181 27.1 | 192 28.2 | 216 30.5 | 225 32.1 | 278 37.7 |
University % | 360 54.7 | 357 53.4 | 356 52.4 | 353 49.9 | 339 48.3 | 317 43.1 |
College % | 9 1.3 | 7 1.0 | 7 1.0 | 4 0.5 | 4 0.6 | 4 0.5 |
Intermediate % | 27 4.1 | 27 4.0 | 26 3.8 | 20 2.8 | 20 2.9 | 20 2.7 |
Elementary % | 54 8.2 | 54 8.0 | 53 7.8 | 55 7.8 | 54 7.7 | 52 7.0 |
TOTAL | 658 | 668 | 680 | 707 | 701 | 736 |
Source: Report of the Ministry of Culture, Sports and Tourism
In addition, through seminars, training, creative camps, practice sessions, etc., cultural management civil servants are also trained in skills, expertise, and specialized knowledge. With the achievements in attracting, recruiting, using, and rewarding cultural management civil servants, along with the care and attention to improving the quality of training and fostering the civil servant team, the result is that the Ministry of Culture, Sports, and Tourism now has a civil servant force with quite good professional qualifications and skills.
3.2.3.3. On the level of political theory
To strengthen the moral qualities of the staff and civil servants of the Department of Culture, Sports and Tourism, the Ministry of Culture, Sports and Tourism always pays attention to and selects civil servants to attend training courses on Political Theory.
Through table 3.7, we can see that the bachelor's degree and intermediate level of Political Theory of the QLVH civil servants are increasing. The bachelor's degree increased from 1.1% in 2011 to 2.4% in 2016; the intermediate level increased from 23.1% in 2011 to 25.1% in 2016. However, that increase was uneven and unstable from 2011 to 2016.
Table 3.7: Political theory training level of cultural management officials of the Ministry of Culture, Sports and Tourism in the period 2011-2016
Unit: person
Level
Proportion
Number of civil servants | ||||||
2011 | 2012 | 2013 | 2014 | 2015 | 2016 | |
Total number of civil servants | 658 | 668 | 680 | 707 | 701 | 736 |
Bachelor | 11 | 11 | 12 | 18 | 16 | 18 |
% | 1.7 | 1.7 | 4.8 | 2.7 | 2.4 | 2.4 |
High-class | 232 | 237 | 243 | 240 | 238 | 288 |
% | 35.5 | 36.0 | 36.9 | 36.5 | 36.2 | 39.1 |
Intermediate | 152 | 155 | 158 | 149 | 175 | 185 |
% | 23.1 | 23.6 | 24.0 | 22.6 | 26.6 | 25.1 |
Elementary | 100 | 109 | 116 | 76 | 61 | 61 |
% | 15.2 | 16.6 | 17.6 | 11.6 | 9.3 | 8.3 |
Total number of civil servants trained in political theory | 495 | 512 | 529 | 483 | 490 | 552 |
% | 75.2 | 76.6 | 77.8 | 68.3 | 69.9 | 75.0 |
Source: Report of the Ministry of Culture, Sports and Tourism
The cultural management civil servants sent to political theory training and fostering have a good sense of organization in their studies, which has contributed to the success of the courses, as well as to improving the knowledge and capacity of the staff, civil servants and public employees in the cultural sector. Thereby, the quality of cultural management civil servants is increasingly improved, contributing to improving the performance of public duties, working capacity, and innovating working style according to



![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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