Source: NCS 2011 survey
Table 2.8. Ratio of education level of human resources of Vietnamese SMEs
Regarding the quality of human resources through the number of professionally trained human resources, there are still certain limitations. Human resources with university and college degrees in the enterprises of the specialized training sector account for only 4.4%, intermediate level about 15.92% while human resources with university degrees in enterprises of all sectors are 6.52%, intermediate level is 17.75%. The rest are the majority of non-professional laborers and the specialized training sector accounts for 79.64%. The proportion of female human resources participating in the enterprises of the specialized training sector is relatively high, on average about 51.5%.
Table 2.8. Survey data on education level of human resources of Vietnamese enterprises
Target
Total | Female number | Level | |||
College, University and on university | TC | Labor Union | |||
Number of indirect and direct NNL next (person) | 439 | 226 | 21 | 73 | 346 |
Percentage | 100 | 51.45 | 4.72 | 16.57 | 78.71 |
Average income (thousand VND) | 2715 | 3530 | 2710 | 1905 | |
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Results of Evaluating the Level of Dedication to Work of Human Resources at Tourism Enterprises in Da Nang City, 2017 -
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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Survey Results on the Current Situation of Human Resources Training at Indochina Petroleum Transportation Joint Stock Company -
Human Resources for IT and E-commerce of Enterprises -
Characteristics of Human Resources Management in Tourism Enterprises

Source: NCS 2011 survey
When compared with the human resources in the Vietnam Oil Corporation, the human resources with college, university and above degrees account for 47.67%. The proportion of human resources with university and above degrees accounts for 40.75% and the proportion of human resources with college degrees is less than 7% of the total human resources of the Corporation. The number of technical workers with intermediate and intermediate qualifications accounts for 52.33% but the number of workers with intermediate qualifications accounts for 2.22% [57] . Thus, the number of intermediate and intermediate qualifications is about 50% and is much lower than the human resources in the Vietnam Oil and Gas Group enterprises. This proves that the human resources in the oil and gas industry have low educational levels and workers who have not received professional training account for a large proportion.
large and trained NNL accounts for a very low proportion.
Table 2.9. Some indicators of production and business performance of Vietnamese enterprises
Yearly Target
2000 | 2005 | 2010 | 2011 | |
Average number of employees/enterprise (people) | 85 | 64 | 99 | 99 |
Average capital/enterprise (billion VND) | 5 | 7 | 7.6 | 7.6 |
Average net revenue/labor (million VND) | 70 | 118 | 157 | 188 |
Average monthly income/person (thousand VND) | 712 | 1026 | 2524 | 2579 |
Source: Viforest 2011 and Enterprise Status - General Statistics Office 2011
The average salary of workers in the woodworking industry was about 2.5 million VND/person/month in 2010. However, direct production workers who are temporary workers receive lower monthly wages and salaries. In addition, most of these temporary workers do not participate in health insurance and sign short-term labor contracts. The remuneration regime for workers in the woodworking industry has not really attracted highly qualified workers to join the industry.
If using the structure of university, college and intermediate graduation rates as a criterion for intellectual quality, the CNCBG industry is not outside the general situation of ineffective structure. More specifically, a processing industry certainly needs technical human resources who work directly in factories. However, in reality, the difference in training rates in our country is too large. In the world, on average, for every 1 university or college graduate, there are 4 intermediate graduates and 10 technical workers. In Vietnam, this ratio is 1-1.16-0.92 (according to the survey of the World Economic Forum 2005). Particularly in technical industries, this ratio is 1-4-7 (Sweden); the ratio is 1-5-10 (China); Vietnam currently is: 1-2.5-0.5. What is the reason for such a large difference in the number of human resources participating in economic activities in Vietnam, causing an imbalance in the number of human resources participating in economic activities and leading to low quality of human resources? Compared to the total number of about 600 universities and colleges in the country, about 30 schools participate in training on forestry and forest product processing in general, but not all schools have training on CNCBG. Some schools have just upgraded from intermediate to college and from college to university. This is a very modest number in training human resources for the forest product processing industry in general and CNCBG in particular.
2.2.1.2. Professional skills
Vocational skills can be considered as a component of CLNNL, within the scope of the thesis the author uses it to analyze and evaluate CLNNL in the BNDNCBG.
Cut/Split Seaweed 26
38
Dream Parasol 35 57
Milling 36
B L is assembly and completion .
55
Good 133
150
100
50
0
Preliminary processing
Refining Assembly and Finishing
good
Modern carpentry production has been divided into specific stages, so the organization of training to improve skills and train skills for employees in modern carpentry enterprises is carried out for each specific type of object. Based on product quality requirements, technical standards and specific ordering criteria from customers, enterprises conduct training and training of vocational skills for employees in each specific and separate stage. Each enterprise does not necessarily have identical stages and production. There are enterprises that carry out the purchase of round wood and then proceed to make blanks and assemble; there are enterprises that purchase pre-dried materials, glued or pressed into artificial boards and only process the products... so when calculating each enterprise separately, there will be stages and the order of stages that are not completely the same.
Source: NCS 2011 survey
Table 2.9. Number of direct workers trained in vocational skills
Newly recruited human resources are often trained on the job, once they have certain skills, every year direct human resources can be trained, coached, trained for promotion exams, improve their skills and practice more skills. In state-owned enterprises and medium and large-sized private enterprises, workers have worker ranks and job ranks, while small-sized private enterprises and limited liability companies often do not care about the ranks of production workers and do not classify direct human resources according to worker ranks or job ranks. There are enterprises that organize in a systematic way and take that as the goal of improving the quality of human resources for the enterprise (Truong Thanh-TTF Group), there are enterprises that send human resources to vocational training courses organized by the Timber and Forest Products Association every year, to study at vocational training centers organized by localities for short-term classes. However, not all enterprises send people to attend classes organized by these units. Partly because of the impact on working time at the company, partly because of the after-effects.
The participation rate of NNL in these classes is not high. Therefore, these classes do not really attract all NNL in Vietnamese SMEs.
There are many different opinions on the effectiveness of short-term training courses organized outside the enterprise. Enterprises in the industry are not very interested in this form of vocational training, and the workers themselves see it as just a form of increasing social skills. As for improving skills, in fact, practical forms of learning and training at the enterprise are more effective.
Table 2.10. Teamwork skills of direct employees in modern wood processing industrial enterprises in Vietnam
Level of coordination
Number of employees | Percentage | |
very tight | 28 | 7.6 |
Tight | 184 | 48.7 |
Normal | 154 | 41.6 |
reluctantly | 4 | 1.1 |
Total | 370 | 100 |
Source: NCS 2011 survey
Reluctantly, 1.1
Very tight, 7.6
Normal, 41.6
Tight , 48.7
Ability to work in a team
Source: NCS 2011 survey
Table 2.10. Teamwork coordination skills of human resources in modern wood processing industrial enterprises in Vietnam
For modern enterprises, annual vocational training is organized to improve vocational skills for production workers. However, improving those skills does not only come from vocational training. Working together harmoniously among workers in teams and work groups also demonstrates the ability to coordinate work and solidarity in a common space, a common workplace. The level of close coordination
( 48.7 %) according to the assessment of the people working in the enterprises themselves. Thus, it can be considered that the coordination skills of human resources in modern enterprises with the level of tightness have not reached the average level , even stopping at the normal coordination level. This shows the waste in the use of human resources and working time of human resources, the efficiency of using human resources is not high.
Understanding chemicals in the production process of modern wooden products is equally important. That shows whether the human resources are properly, thoroughly and in detail trained in their profession or not. If trained in depth, the human resources must know which chemicals are used in which stage, which types of wood use those chemicals, the life of the product is also affected by the use of chemicals and the time of exposure to chemicals... (According to Mr. Hoang Trung Truc (2011), director of PISICO Forestry Export Enterprise).
Table 2.11 shows that the rate of poor understanding and use of chemicals in the industry is 58.9%. Even the rate of not knowing anything about chemicals in the industry is 28.1%. On the one hand, it shows the difficulty of rotating jobs between departments and stages in the production chain at modern BCG enterprises. On the other hand, it is the understanding of the industry of direct production workers that is very sketchy, a lack of knowledge about the industry and the result of unsystematic training.
Table 2.11. Knowledge of chemicals in the industry of human resources in modern wood processing industrial enterprises in Vietnam
Level of understanding
Number of people | Percentage | ||
Direct | Indirect | ||
Many (> 7 types) | 8 | 2 | 2.2 |
Many (3 to 6 types) | 40 | 7 | 10.8 |
Few (< 3 types) | 218 | 41 | 58.9 |
Don't know | 104 | 19 | 28.1 |
Total | 370 | 69 | 100 |
Source: NCS 2011 survey
Although this criterion is not an important criterion to evaluate professional skills, it is a part to demonstrate the understanding of the profession of the employee, reflecting
The quality of human resource management in an industry still has much to improve.
58.9
60
40
20
0
28.1
2.2
10.8
A lot A lot A little Don't know
Source: NCS 2011 survey
Table 2.11. Knowledge of chemicals in the industry of human resources in modern wood processing industrial enterprises in Vietnam
Another criterion to evaluate the skills of human resources is through the working attitude of human resources. Although the effort and enthusiasm may be very high, the ability to solve problems or difficulties may not be high due to poor professional qualifications and skills, so the ability to handle difficult situations is also not high. The rate of people trying very hard to solve difficult situations at work is only 11.9%; the level of effort is also only 48%. Thus, the enthusiasm for work of human resources has not reached the average level. What is the cause of this lack of enthusiasm?
Maybe , 10.3
No, 89.7
Source: NCS 2011 survey
Table 2.12. Product design skills of human resources in modern Vietnamese woodworking enterprises . In addition, over 80% of direct production workers are not able to design woodworking products. That is the lack of professional knowledge and skills, so even if they try, they will not get results; is that a manifestation of lack of motivation in labor? The inability to design woodworking products may also be related to limited knowledge of fine arts or creative thinking. All of these require managers and researchers to find the causes to improve the quality of human resources for modern Vietnamese woodworking enterprises.
Thus, there may be many criteria to evaluate the working skills of human resources in modern SMEs, however, within the scope of this thesis, the researcher cannot present all the criteria for analysis and evaluation. With the analysis of skills in teamwork coordination, understanding of chemicals in work as well as the ability to design products, all show that the human resources skills in modern SMEs are low, not reaching the average level. Therefore, it is possible to evaluate the current status of human resources in modern SMEs through the skills of direct production human resources as not high, showing low human resources.
2.2.1.3. Professional knowledge
According to Mr. To Dinh Su - Management Board of Industrial Parks of Binh Dinh Province (NCS interview 2011), about 80% of workers in the industrial parks are temporary workers. Because the salary of temporary workers is very low, the phenomenon of leaving and moving to other jobs is relatively common. Therefore, enterprises have to continuously recruit new workers every year, provide vocational guidance and organize annual vocational training. With the proportion of temporary workers accounting for the majority of modern industrial parks. Because they do not receive long-term formal training, enterprises often organize annual training for this workforce at production facilities.
Table 2.12. Vocational training rate of human resources in modern Vietnamese enterprises
Unit: person
Criteria
Have | Are not | Total | |||
Quantity | Percentage | Quantity | Percentage | ||
CBG Training | |||||
before entering the company | 62 | 14.1 | 377 | 85.9 | 439 |
- Direct | 52 | 318 | (100%) | ||
- Indirect | 10 | 59 | |||
Vocational training (short term) immediately after entering the enterprise - Direct - Indirect | 338 284 54 | 76.8 | 101 86 15 | 23.2 | 439 (100%) |
Source: NCS 2011 survey, in fact, more than 85% of employees working in enterprises have not been trained in CBG. The rate of vocational training immediately after joining the enterprise is 76.8%. There are some who join the enterprise without any vocational training but can do it immediately after joining the enterprise. These are employees who do the work of packaging products, cleaning, loading and unloading, and transporting.
goods. Enterprises organize vocational training for all employees every year, reaching 96.2% of the employees participating and the annual training costs are paid by enterprises. However, short-term training is just a formal measure, this does not help employees improve their vocational skills. In these training sessions, the main purpose is to provide general information about the profession, create opportunities for exchange, increase solidarity and cohesion among members of the enterprise, between stages and production stages in the enterprise better.
Table 2.13. Number of employees receiving long-term training in wood processing after entering the enterprise
Criteria
Number (people) | Rate (%) | Total | |
Sent for training over 1 year on CBG | 26 | 7.02 | 370 (100%) |
In which: - Company supports time - The company supports the whole | 15 11 | 61.69 42.31 | 26 (100%) |
Source: NCS 2011 survey
For those who are committed to the enterprise, the enterprise creates conditions to improve their knowledge, qualifications and skills. The number sent for long-term training is mainly foremen and heads of production departments in the enterprise. However, this number is not completely accurate because there are people who go to long-term training but cannot be counted. These are people who go to study outside of working hours in different fields in order to improve their qualifications, and sometimes to wait for a better job opportunity than working as a production worker in the industrial and trade enterprises, especially in private enterprises and limited liability companies. In these enterprises, workers are not really attached to the enterprise due to many reasons: low benefits such as low salary, working conditions that do not ensure health, medical examination and treatment are not taken care of... Therefore, workers consider it as having a place to stay, a stop to prepare the necessary conditions for themselves to find another opportunity in the future. This cannot be blamed on them because they have the right to choose the best workplace and benefits for their career and life when given the opportunity.
According to the Decision of the Ministry of Agriculture and Rural Development promulgating the Regulation on Reviewing and Approving Network Planning and Granting Licenses for Wood and Other Forest Products Processing, it is stipulated that one of the conditions for establishing a wood and forest products processing facility requires technical staff and workers to have a worker level of level 4 or higher [18] . In addition, currently


![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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