The results showed that 64% of opinions said that the implementation should be expanded in the direction of the content of the topics, 7% said that the content should be expanded in the direction of integrating the content of many different subjects and 21% said that the implementation should be expanded in the direction of integrating with elective topics. However, through interviews and observations, we found that the implementation of the program is still formal (11/14 teachers, accounting for 79%, commented that the implementation of the content of the topics is still formal). Due to many reasons such as incorrect perception that this is a secondary activity, no assessment of academic performance, limited student level, many activities cannot be organized due to lack of means of implementation, so the implementation has not fully promoted the role of the extracurricular activities.
About scale : Depending on the topic and conditions of each school, the organization is carried out by class, block, or school.
To study this issue, we interviewed 14 teachers who teach the organization of extracurricular activities. 12/14 teachers, accounting for 90% of the interviewed teachers, answered that the organization was implemented in the form of a classroom, and 2/14 opinions, accounting for 10%, said that the organization was implemented in the form of a school.
Thus, there is a difference between the results of the questionnaire survey and the interview. When interviewed, most of them answered that the implementation was organized according to the class 90%, but the results of the questionnaire showed that the implementation according to the class size, block, and school was relatively even according to the topics. The reason for this difference is that when conducting the questionnaire survey, teachers who do not participate in teaching chose to organize according to the school size. When conducting the interview, we only conducted in-depth interviews with teachers who were directly organizing the implementation of the extracurricular activities. These teachers said that the implementation was according to the program duration and mainly took place according to the class size.
Some topics are not selected by teachers to be organized according to class size, grade or school. When we asked why? We were told that the topics: Summer fun, healthy and useful and the optional topics are assigned by teachers for students to learn more at home because these are not compulsory topics.
Through the investigation of managers and teachers, we found that although the implementation of the content of the topics mostly took place in accordance with regulations and had been expanded, the effectiveness of the program implementation was still limited. The reason is that teachers still consider this a secondary subject, so organizational skills, design skills and methodological innovation have not been focused on. In addition, many topics are not organized due to lack of means and equipment for organization.
To further explore the topics covered, we continued to investigate 168 students in two ways: the topics covered and the scale.
+ Survey results for students on topics that have been organized and implemented
Table 2.4. Students' opinions on the topics that have been organized
Topics
Have join | Not yet join | Scale | ||||||||
Class | Block | School | ||||||||
SL | % | SL | % | SL | % | SL | % | SL | % | |
1. School traditions | 168 | 100 | 0 | 0 | 96 | 57 | 8 | 5 | 64 | 38 |
2. Be good and study well | 168 | 100 | 0 | 0 | 80 | 48 | 14 | 8 | 74 | 44 |
3. Respect teachers and esteem education | 168 | 100 | 0 | 0 | 119 | 71 | 20 | 12 | 29 | 17 |
4. Drink water remember the source | 168 | 100 | 0 | 0 | 122 | 73 | 20 | 12 | 26 | 15 |
5. Celebrate the Party, celebrate spring | 158 | 94 | 10 | 6 | 114 | 68 | 14 | 8 | 30 | 18 |
6. Beloved Uncle Ho | 126 | 75 | 42 | 25 | 88 | 52 | 10 | 6 | 28 | 17 |
7. Summer fun, healthy and useful | 102 | 61 | 66 | 39 | 62 | 37 | 4 | 2 | 36 | 21 |
8. Traffic safety | 104 | 62 | 64 | 38 | 78 | 46 | 8 | 5 | 18 | 11 |
9. Love mother and teacher | 138 | 82 | 30 | 18 | 28 | 17 | 4 | 2 | 106 | 63 |
10. Peace and friendship | 96 | 57 | 72 | 43 | 30 | 18 | 16 | 10 | 50 | 30 |
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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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Managing teaching capacity building activities for teachers of high schools in Binh Giang district, Hai Duong province to meet the requirements of educational innovation - 16 -
Current Status of Cooperation Between School, Family, and Society in Educating Children Through Student Activities -
Management of capacity building in organizing experiential activities in a multicultural educational environment for teachers of primary schools in Bac Kan city - 16 -
A Study on the Necessity and Feasibility of Measures for Managing Student Learning Outcomes Assessment Activities According to the Program

Through analyzing student survey data, we found that topics 1, 2, 3, 4 students fully participated (accounting for 100%), the remaining topics were studied.
incomplete participation
The reason why students do not participate in the above topics is because the school does not organize them because they are not compulsory topics, so the implementation is not necessary.
Currently, these topics are also different among teachers such as: integrating into monthly topics, assigning students to learn more at home, some teachers do not organize. There are topics that teachers do not implement because their skills in designing lesson plans to integrate the content of many subjects are limited, their skills in mobilizing educational forces are lacking, and their skills in organizing activities are not high. In addition, the conditions of the playground and equipment serving the activities do not meet the requirements for organizing activities.
Regarding scale: Most students think that the organization is implemented according to the class size. Of which, the topics of respecting teachers and valuing education account for 71%, remembering the source of water when drinking water accounts for 73%, celebrating the Party and celebrating spring accounts for 68%; school traditions account for 57%. The scale of organization and implementation at the school, block or class level also depends on the content of each topic and the conditions of each school.
Thus, participation in topics also shows that the implementation of the program has not really been cared for and focused on. Students fully participate in topics at the beginning of the school year, but in later topics, students' participation is not complete.
2.3.3. Current status of the organization of extracurricular activities in some primary schools in Ha Long city, Quang Ninh province
- Survey results for teachers and managers on forms of organizing extracurricular activities:
To investigate this issue, we ask: Teacher, please list the forms of organizing HĐGDNGLL that your class, block, and school have carried out. Who is the main person responsible? Who participated? In your opinion, to what extent are these forms effective? Why?
Through the survey we obtained the following results:
The forms of organization that 100% of teachers and managers said they had carried out included: Topic-based research competitions; Singing, dancing, and storytelling competitions. Organization
Games accounted for 92%. Organizational forms included topics: Tours (5%), Forums (6%), Clubs (9%), other forms accounted for 28%.
Thus, the current implementation of the HĐGDNGLL program only focuses on a few forms such as singing, dancing, storytelling and thematic learning which are organized more frequently, while the forms that are rarely organized are tours, forums and clubs.
According to the general assessment of teachers and managers, the effectiveness of the implemented organizational forms is not high, because students are still shy and do not actively participate in activities; teachers have not been properly trained, the design of lesson plans in the direction of integrating the content of subjects is limited, the role of advisors and the ability to mobilize participants are not good, the innovation of methods has not been focused on, and the conditions of playgrounds, classrooms and equipment do not meet the requirements of activities.
- Student assessment results on the topics that have been organized :
Table 2.5. Students' opinions on the topics that have been organized
Topics
Form | ||||
Monotonous | Abundant | |||
SL | % | SL | % | |
1. School traditions | 110 | 65 | 58 | 35 |
2. Be good and study well | 102 | 61 | 66 | 39 |
3. Respect teachers and esteem education | 86 | 51 | 82 | 49 |
4. Drink water remember the source | 108 | 64 | 60 | 36 |
5. Celebrate the Party, celebrate spring | 94 | 56 | 64 | 38 |
6. Beloved Uncle Ho | 70 | 42 | 56 | 33 |
7. Summer fun, healthy and useful | 76 | 45 | 26 | 15 |
8. Traffic safety | 74 | 44 | 30 | 18 |
9. Love mother and teacher | 83 | 49 | 55 | 33 |
10. Peace and friendship | 79 | 47 | 17 | 10 |
The table above shows that the current organizational form is still monotonous, often only repeating one or two forms, specifically as follows: school tradition accounts for 65%, being good and studious accounts for 61%, remembering the source of water when drinking water accounts for 64%, respecting teachers and valuing education accounts for 51%, celebrating the Party and celebrating spring accounts for 56%.
Few students think that the form of organization of the topics is rich. Activities organized outside the school or with a highly practical collective nature are rarely carried out.
Besides, we also study students' attitudes and level of participation in the forms of organizing extracurricular activities.
The results are shown in Table 2.6:
Table 2.6. Students' attitudes and level of participation in forms of organizing extracurricular activities
Forms of organization of HĐGDNGLL have been carried out
Attitude | ||||||
Prefer | Normal | Dislike | ||||
SL | % | SL | % | SL | % | |
1. Topic-based quiz | 48 | 29 | 98 | 58 | 22 | 13 |
2. Singing, dancing, and storytelling contest | 12 | 7 | 67 | 40 | 89 | 53 |
3. Organize the game | 12 | 7 | 120 | 71 | 36 | 21 |
4. Sightseeing | 152 | 90 | 16 | 10 | 0 | 0 |
5. Picnic | 132 | 79 | 21 | 13 | 15 | 8 |
Through the table above, we can see that the forms of organization that students really like are organizing tours and picnics. These are forms that are usually not organized on school grounds but are more practical. For the form of tour, which is mainly organized by the classes themselves, it is spontaneous, so it does not ensure the safety of the students.
Through the survey, we learned that the reason most students do not like to participate in field trips, forums, and clubs is because the activities organized by the school are monotonous and do not attract students.
Thus, in reality, the forms of organizing extracurricular activities are still monotonous, only focusing on a few forms without combining a variety of different types when organizing and implementing extracurricular activities for students. Therefore, teachers need to always supplement and create attractiveness to attract students to voluntarily and actively participate.
2.3.4. Current status of using methods to organize and implement the HĐGDNGLL program in some primary schools in Ha Long city
To investigate this issue, we conducted a survey of teachers using a questionnaire combined with interviews and observations.
The results are shown in the table below:
Table 2.7. Teachers' self-assessment of the level and effectiveness of the methods used in implementing the HĐGDNGLL program
Methods
Level | Effective | |||||||||||
Often through | Please occasionally | Are not ever | High | Central jar | Short | |||||||
SL | % | SL | % | SL | % | SL | % | SL | % | SL | % | |
1. Presentation | 43 | 63 | 25 | 37 | 0 | 0 | 11 | 17 | 46 | 67 | 11 | 17 |
2. Discussion | 30 | 44 | 38 | 56 | 0 | 0 | 23 | 34 | 36 | 53 | 9 | 13 |
3. Role play | 0 | 0 | 11 | 17 | 57 | 83 | 8 | 12 | 3 | 5 | 0 | 0 |
4. Problem Solving | 32 | 47 | 36 | 53 | 0 | 0 | 31 | 46 | 37 | 54 | 0 | 0 |
5 Assign tasks | 5 | 7 | 48 | 71 | 15 | 22 | 16 | 24 | 32 | 48 | 0 | 0 |
6. Forum | 0 | 0 | 16 | 24 | 52 | 76 | 6 | 9 | 10 | 15 | 0 | 0 |
7.Games | 24 | 35 | 39 | 57 | 5 | 8 | 16 | 24 | 47 | 69 | 0 | 0 |
Regarding the level of use of methods : Table 2.7 shows that teachers use many different methods in the process of organizing extracurricular activities, but the level of use of the methods is not the same. In which, the method
The most frequently used method was the lecture method (63%); methods that teachers occasionally used included: discussion (56%), problem solving (53%) and games (57%). However, some methods were hardly used by teachers: role-play (83%) and forum (76%).
Evaluation of the effectiveness of the methods used : In general, most teachers think that the effectiveness of the methods used is at an average level. In which, the presentation method accounts for 67%, the game accounts for 69%. The methods that are evaluated as highly effective: discussion accounts for only 34%, problem solving accounts for only 46%, there are methods that are evaluated at a high level but account for a low percentage such as: role playing accounts for 12%, forum accounts for 9%, presentation accounts for 17%.
Thus, according to the general opinion of teachers, the effectiveness of the methods used is not high because teachers have not focused on innovating methods, so the role of students as subjects has not been promoted.
Through interviews and observations, we learned that teachers mainly lecture and rarely use methods to promote students' activeness. Teachers are not interested in innovating methods because they think it takes a lot of time and effort to prepare for activities while teachers' organizational capacity is limited, and the conditions of the playground and equipment do not meet the requirements. This leads to a mentality of being afraid to do and afraid to change.
Thus, the implementation of the HĐGDNGLL program is still only a formality, not paying attention to innovation in methods, not fully exploiting the potential of students, the role of students as subjects is blurred in the lessons. The content of the topics is rarely changed, the form of activities lacks diversity, causing boredom and lethargy in activities, leading to low educational efficiency.
2.4. Current status of management and training of skills in organizing extracurricular activities for teachers of primary schools in Ha Long city, Quang Ninh
2.4.1. Current status of planning to foster extracurricular educational skills for primary school teachers
To determine the current status of planning to foster skills in organizing extracurricular educational activities, we use questions (in the appendix).
2) Does the school management board have a training plan for teachers? To get the results, we consulted 26 teachers and the results are as follows:
Table 2.8. Current status of planning and organizing activities to foster skills in organizing extracurricular educational activities for primary school teachers in Quang Ninh Province
TT
School | KH school year | Semester | Month | ||||
Number quantity | Proportion (%) | Number quantity | Proportion (%) | Number quantity | Proportion (%) | ||
1 | - Le Hong Phong Primary School | 24 | 92 | 17 | 65 | 9 | 35 |
2 | - Minh Ha Primary School | 20 | 77 | 15 | 58 | 5 | 19 |
3 | - Cao Thang Primary School | 20 | 77 | 12 | 46 | 6 | 23 |
4 | - Tran Hung Dao Primary School | 24 | 92 | 13 | 50 | 5 | 9 |
5 | - Vo Thi Sau Primary School | 20 | 77 | 15 | 58 | 5 | 9 |
From the above table, it can be seen that the surveyed primary schools regularly plan to improve their organizational skills annually, while monthly plans to improve the teaching staff have not been implemented regularly, such as at Minh Ha Primary School, only 19.3% have monthly plans. Also according to the table, the difference between schools is not much, Le Hong Phong and Tran Hung Dao primary schools implement more training plans for teachers. From here, we can see that primary schools in Ha Long City need to further promote the planning of training to improve the capacity of organizing extracurricular activities for teachers.

![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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