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Content | Level of importance | Implementation results | |||||||||||
1 | 2 | 3 | 4 | Average | Class | 1 | 2 | 3 | 4 | Average | Class | ||
3 | Contribute to the formation and development of qualities, scientific working style, knowing how to cooperate in work, having the will and habit of self-study. frequent. | 76.1 | 23.9 | 3.24 | 3 | 78.3 | 21.7 | 3.22 | 3 | ||||
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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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Results of a Cbql Survey on the Causes Affecting the Quality of the Faculty of Science Teaching -
Results of Teachers' Implementation of Stages of the Teaching and Learning Process -
Summary of Management Board's Opinions and Assessments on Awareness and Implementation Level of Integrated Teaching Assignment -
Level 2 Survey Results (Knowledge)

Through Table 2.3, we can see that managers and teachers of Mathematics in these schools have a very high awareness and achieve good results in the goal of providing students with basic and practical general mathematics knowledge, skills and methods (the level of importance has an average score of 3.89; the level of implementation has an average score of 3.87) and the goal of contributing significantly to the development of intellectual capacity, forming the ability to reason characteristic of mathematics necessary for life (average score of 3.78; the level of implementation has an average score of 3.76).
Besides, 76.1% of managers and teachers perceive that the goal of contributing to the formation and development of qualities, scientific working style, knowing how to cooperate in work, having the will and habit of regular self-study is only at an important level (average score 3.24) and 78.3% of managers and teachers rate the implementation results of this goal as only fair (average score 3.22).
Table 2.4. Results of student survey on the level of implementation and results of implementation of the teaching objectives of Mathematics in high schools in Long Ho district, Vinh Long province
STT
CONTENT | Level of implementation | Implementation results | |||
Average | DLC | Average | DLC | ||
1 | Provide students with knowledge and skills basic and practical math skills and methods. | 3.34 | 0.591 | 3.31 | 0.534 |
2 | Contribute significantly to the development of intellectual capacity, forming the ability to reason characteristic of mathematics. necessary for life | 3.26 | 0.563 | 3.14 | 0.602 |
STT
CONTENT | Level of implementation | Implementation results | |||
Average | DLC | Average | DLC | ||
3 | Contribute to the formation and development of qualities, scientific working style, knowing how to cooperate in work, having will and regular self-study habits | 3.11 | 0.474 | 2.94 | 0.543 |
When compared with the results of the student survey, students also said that when teaching, teachers often remind students to achieve these two goals in the lesson (average scores were 3.34 and 3.26 respectively) and students rated the results of achieving these two goals as quite good (average values were 3.26 and 3.11 respectively).
The survey results of students on the goal of contributing to the formation and development of qualities, scientific working style, knowing how to cooperate in work, having the will and habit of regular self-study are also similar to the opinions of teachers that teachers do not often disseminate this goal to students during the teaching process (average score 3.11) and the results of achieving this goal are assessed by students as quite good (average score 2.94).
Through the survey results, we see that in the process of teaching Math, teachers focus a lot on knowledge, skills, and intellectual development but do not pay much attention to forming and developing qualities and self-study habits.
2.3.2. Current status of Mathematics teaching content in high schools in Long Ho district, Vinh Long province
Table 2.5. Survey results of managers and teachers on the current status of Math teaching content in high schools in Long Ho district, Vinh Long province
TT
Content | Level of importance | Implementation results | |||||||||||
1 | 2 | 3 | 4 | Average | Class | 1 | 2 | 3 | 4 | Average | Class | ||
1 | Review the teaching content in current Math textbooks, streamline teaching content that exceeds the required level of knowledge and skills. programme. | 21.7 | 78.3 | 3.78 | 1 | 23.9 | 76.1 | 3.76 | 1 | ||||
TT
Content | Level of importance | Implementation results | |||||||||||
1 | 2 | 3 | 4 | Average | Class | 1 | 2 | 3 | 4 | Average | Class | ||
2 | Adjust to avoid duplication of content between subjects and activities | 28.3 | 71.7 | 3.72 | 3 | 30.4 | 69.6 | 3.70 | 3 | ||||
3 | Do not teach content, exercises, and questions that exceed the required level of knowledge and skills of the Math program. current. | 23.9 | 76.1 | 3.76 | 2 | 26.1 | 73.9 | 3.74 | 2 | ||||
4 | Review the content of lessons in current textbooks and arrange them into topics. teach. | 6.5 | 78.3 | 15.2 | 3.09 | 4 | 6.5 | 80.4 | 13.1 | 3.07 | 4 | ||
5 | Develop a math teaching plan that focuses on developing students' abilities and qualities in accordance with practical conditions. of the school | 15.2 | 67.4 | 17.4 | 3.02 | 5 | 15.2 | 69.6 | 15.2 | 3.00 | 5 | ||
Through Table 2.5, we can see that: The majority of managers and teachers have a very high awareness and good implementation results in reviewing the teaching content in the current Math textbooks, streamlining teaching content that exceeds the required level of knowledge and skills of the program (importance level reaches GPA 3.78; implementation results reach GPA 3.76); adjusting to avoid duplication of content between subjects and educational activities (importance level reaches GPA 3.72; implementation results reach GPA 3.70); not teaching content, exercises, and questions that exceed the required level of knowledge and skills of the current Math program (importance level reaches GPA 3.76; implementation results reach GPA 3.74).
Besides, 15.2% of teachers think that building a math teaching plan in the direction of developing students' abilities and qualities suitable to the actual conditions of the school is less important (average score 3.02) and 15.2% of teachers evaluate the implementation results as only average (average score 3.00).
Table 2.6. Results of student survey on the current status of Math teaching content in high schools in Long Ho district, Vinh Long province
STT
CONTENT | Level of implementation | Implementation results | |||
Average | DLC | Average | DLC | ||
1 | Teaching content is simple, not heavy masonry | 3.46 | 0.702 | 3.26 | 0.661 |
2 | Non-duplicate content. | 3.31 | 0.584 | 3.46 | 0.611 |
3 | Teachers add content, exercises, questions too difficult, beyond the level of the textbook | 1.43 | 0.562 | 3.27 | 0.623 |
4 | Teachers arrange the content of the lessons in Textbook of teaching topics. | 2.43 | 0.563 | 2.16 | 0.491 |
Compared with the statistical results of students' opinions, there is also a consensus in evaluating these three contents at a fairly good level: teaching content is simplified, not heavy (average implementation level 3.46; average implementation result 3.26), content is not duplicated (average implementation level 3.31; average implementation result 3.46), teachers add content, exercises, and questions that are too difficult, exceeding the level of the textbook (average implementation level 1.43 (teachers almost do not add difficult exercises that exceed the knowledge and skills standards), average implementation result 3.27).
According to statistics, a number of Math teachers in high schools in Long Ho district, Vinh Long province have not paid much attention to reviewing the content of lessons in current textbooks, arranging them into teaching topics and developing Math teaching plans according to the orientation of capacity development.
Through the interview, the head of professional group 3 said that the contents in the current textbooks are suitable for teaching, difficult to arrange into teaching topics for better implementation and the teaching plan does not require naming the competencies that need to be developed during the teaching process.
2.3.3. Current status of teaching Mathematics in high schools in Long Ho district, Vinh Long province
Table 2.7. Survey results of managers and teachers on teaching methods of Mathematics at high schools in Long Ho district, Vinh Long province
TT
Content | Level of importance | Implementation results | |||||||||||
1 | 2 | 3 | 4 | Average | Class | 1 | 2 | 3 | 4 | Average | Class | ||
1 | Teaching fish core. | 21.7 | 78.3 | 3.78 | 1 | 23.9 | 76.1 | 3.76 | 1 | ||||
2 | Teaching by group. | 32.6 | 67.4 | 3.67 | 4 | 34.8 | 65.2 | 3,.65 | 4 | ||||
3 | Teaching on class. | 28.3 | 71.7 | 3.72 | 2 | 30.4 | 69.6 | 3.70 | 2 | ||||
4 | Teaching foreign languages lock. | 30.4 | 69.6 | 3.70 | 3 | 32.6 | 67.4 | 3.67 | 3 | ||||
5 | Spend a lot of time in class for students to practice, perform, present, discuss, and defend their math learning results; teachers summarize, comment, evaluate, and conclude for students to receive and apply. manipulate. | 10.9 | 73.9 | 15.2 | 3.04 | 5 | 15.2 | 84.8 | 2.85 | 5 | |||
Through Table 2.7, we see that managers and teachers have a very high awareness and good results in individual teaching (average importance 3.78; average achievement 3.76), group teaching (average importance 3.67; average achievement 3.65), classroom teaching (average importance 3.72; average achievement 3.76).
current GPA 3.70) and extracurricular teaching (importance GPA 3.70; implementation results GPA 3.67).
However, regarding the need to spend more time in class for students to practice, perform, present, discuss, and defend their math learning results; teachers to summarize, comment, evaluate, and conclude for students to receive and apply, 10.9% of managers and teachers think that this is not important (the level of importance has an average score of 3.04). Regarding the implementation results, 15.2% of managers and teachers rate it at an average level, the rest rate it at a fair level (the implementation results have an average score of 2.85).
Through the interview, the head of professional group 1 said that with students at an average level, organizing discussions and presentations for students would take a lot of time and the teacher would not be able to complete the content that needed to be conveyed.
Table 2.8. Survey results on students' teaching methods of Mathematics at high schools in Long Ho district, Vinh Long province
STT
CONTENT | Level of implementation | Implementation results | |||
Average | DLC | Average | DLC | ||
1 | Personal tutoring. | 3.75 | 0.417 | 3.75 | 0.431 |
2 | Group teaching. | 3.66 | 0.474 | 3.66 | 0.482 |
3 | Teaching in class. | 3.78 | 0.455 | 3.78 | 0.465 |
4 | Extracurricular teaching. | 2.13 | 0.465 | 2.13 | 0.474 |
5 | Spend a lot of time in class for students to practice, perform, present, discuss, and defend their math learning results; teachers synthesize, comment, evaluate, and conclude so that students can receive and apply the knowledge. use | 2.35 | 0.563 | 2.35 | 0.563 |
The survey results for students show that teachers "very often" use individual teaching, group teaching and classroom teaching (average score from 3.66 to 3.78) and the results of implementing these contents are assessed as "good".
Regarding extracurricular teaching content and spending a lot of time in class for students to practice, perform, present, discuss, and defend their math learning results; teachers synthesize, comment, evaluate, and conclude for students to receive and apply, students said that teachers do this "rarely" (average scores are 2.13 and 2.35, respectively) and the implementation results are at an "average" level (average scores are 2.13 and 2.35, respectively).
2.3.4. Current status of methods for organizing math teaching activities in high schools in Long Ho district, Vinh Long province
Table 2.9. Survey results of managers and teachers on methods of organizing math teaching activities at high schools in Long Ho district, Vinh Long province
TT
Content | Level of importance | Implementation results | |||||||||||
1 | 2 | 3 | 4 | Average | Class | 1 | 2 | 3 | 4 | Average | Class | ||
1 | Teaching methods traditional. | 26.1 | 73.9 | 3.74 | 1 | 28.3 | 71.7 | 3.72 | 1 | ||||
2 | Teaching method active learning | 37.0 | 63.0 | 3.63 | 2 | 39.1 | 60.9 | 3.61 | 2 | ||||
3 | Train students in self-study methods, self-researching textbooks to receive and apply new knowledge through solving assigned learning tasks. in the lesson | 71.7 | 28.3 | 3.28 | 3 | 10.9 | 89.1 | 2.89 | 3 | ||||
Through Table 2.9, we can see that teachers and staff are highly aware of the importance of using traditional teaching methods with active teaching methods along with training students in self-study and self-research methods. Specifically: traditional teaching methods (average level of importance 3.74), active teaching methods (average level of importance 3.63), training students in
Self-study method, self-study of textbooks to receive and apply new knowledge through solving learning tasks set out in the lesson (importance level GPA 3.28).
Regarding implementation results, managers and teachers assessed that they performed well in traditional teaching methods (average score 3.72) and active teaching methods (average score 3.61).
However, managers and teachers said that training students in self-study methods, self-researching textbooks to receive and apply new knowledge through solving learning tasks set in lessons only reached a fair level (average score 2.89), in which 10.9% of managers and teachers assessed this content as only average.
Through interviews, the head of professional group 1 and the head of professional group 3 said that training students to self-study and self-research can only be done with a few students who have a sense of learning, and is difficult to do with all students being taught. This will take a lot of time and be ineffective.
Table 2. 10. Results of student survey on methods of organizing math teaching activities at high schools in Long Ho district, Vinh Long province
STT
CONTENT | Level of implementation | Implementation results | |||
Average | DLC | Average | DLC | ||
1 | Traditional teaching methods system | 3.75 | 0.444 | 3.75 | 0.455 |
2 | Active teaching methods. | 3.66 | 0.488 | 3.66 | 0.493 |
3 | Train students in self-study methods, studying textbooks to receive and apply new knowledge through problem solving. learning tasks set out in the lesson. | 2.35 | 0.431 | 2.35 | 0.315 |
The results of the survey on the two contents of teachers using traditional teaching methods and active teaching methods from students are similar to the results from managers and teachers. Students rated teachers as implementing "very often" and "well" implementing traditional teaching methods and some active teaching methods.
Students think that teachers pay more attention to teaching and imparting knowledge through traditional teaching methods combined with active teaching methods, but pay less attention to training students in self-learning methods.

![Mobile Phone Usage in Hanoi Inner City Area
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- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in peoples daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone companys network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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