Table 3.2. Assessment of the survey subjects on the feasibility of measures to manage child care and education activities at the Center for Comprehensive Social Protection and Social Work of Bac Kan province
TT
Content | Feasibility | Average | ||||||
Very feasible | Possible | Are not feasible | ||||||
SL | % | SL | % | SL | % | |||
1 | Direct the development of a child care and education plan suitable to the actual conditions of the General Social Protection Center and Social work of Bac Kan province | 36 | 60.0% | 24 | 40.0% | 0 | 0.00% | 2.60 |
2 | Guide to innovate the content and methods of child care and education at the Provincial Center for Comprehensive Social Protection and Social Work Bac Kan | 33 | 55.0% | 27 | 45.0% | 0 | 0.00% | 2.55 |
3 | Innovate methods of checking and evaluating the results of child care and education activities and provide feedback to improve child care and education activities at the Social Protection and Work Center. Bac Kan province society | 27 | 45.0% | 33 | 55.0% | 0 | 0.00% | 2.45 |
4 | Organize professional training for managers and staff participating in child care and education activities at the Provincial Social Protection and Social Work Center. Bac Kan based on capacity | 31 | 51.7% | 29 | 48.3% | 0 | 0.00% | 2.52 |
5 | Building an equal, barrier-free educational environment for children at the Social Protection Center and Social work of Bac Kan province | 28 | 46.7% | 32 | 53.3% | 0 | 0.00% | 2.47 |
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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 child care and education activities at the Center for Comprehensive Social Protection and Social Work of Bac Kan province - 16 -
Subjects' Assessment of the Necessity of the Pctl Group on Willpower - Personality -
Current Perception of Management Board and Teachers on the Meaning and Role of Education Quality Assessment Activities in Secondary Schools -
Survey Subjects in Qualitative Research

The results show that there is a relative consistency in the assessment level between necessity and feasibility. The measures with high feasibility include measures 1,2,4. Of which, the measure " Directing the development of a child care and education plan suitable to the actual conditions of the Center for Comprehensive Social Protection and Social Work of Bac Kan province" was evaluated by the survey object at the highest score (2.60 points). Measure 3,5 was evaluated by the survey object at a score from 2.45 to 2.47 points.
Thus, the above proposed management measures can be applied to ensure necessity, feasibility and suitability.
Chapter 3 Conclusion
The thesis, based on the analysis of the theoretical basis and the current status of child care and education management activities at the Center for Comprehensive Social Protection and Social Work of Bac Kan province, has proposed the following measures:
Measure 1: Direct the development of a child care and education plan suitable to the actual conditions of the Center for Comprehensive Social Protection and Social Work of Bac Kan province.
Measure 2: Directing innovation in content, methods, and forms of organization of child care and education at the Center for Comprehensive Social Protection and Social Work of Bac Kan province.
Measure 3: Innovate the method of checking and evaluating the results of child care and education activities and provide feedback to improve child care and education activities at the Center for Social Protection and Social Work of Bac Kan province.
Measure 4. Organize professional training for managers and staff participating in child care and education activities at the Center for Social Protection and Social Work of Bac Kan province based on capacity.
Measure 5: Building an equal, barrier-free educational environment for children at the Center for Social Protection and Social Work of Bac Kan province
CONCLUDE
1. Conclusion
The quality of child care and education at the provincial Social Protection and Social Work Center is an issue of concern to the whole society. The Party and the State have had many policies and guidelines to innovate and improve the quality of child care and education. Educational researchers and managers have also discussed a lot about innovating the content, teaching methods, and educational management. During the research process, we have fully performed the tasks set out in the thesis: studying the theoretical and practical basis of the research on child care and education, management of child care and education activities, child care and education activities at the provincial Social Protection and Social Work Center and emphasizing the importance of child care and education activities at the provincial Social Protection and Social Work Center. In the theoretical basis of the topic, we analyzed the content of child care and education activities at the General Social Protection Center and Provincial Social Work, including: creating the best conditions to care for children's essential needs; Teaching children knowledge about nature, society and people, self-awareness; Forming children's attitudes, behaviors, attitudes and aesthetic tastes appropriate to their age; Educating life skills, teaching children to constantly learn. In the content of managing child care and education activities at the General Social Protection Center and Provincial Social Work, we mentioned basic contents such as planning, organizing the implementation of the plan, directing the implementation of the plan and checking and evaluating the implementation of the child care and education plan. Factors affecting the management of child care and education at the Provincial Social Protection Center and Provincial Social Work.
The survey results of chapter 2 of the thesis show that the managers, officers and employees of the Center for Social Work and Social Work of Bac Kan province have realized the importance of child care and education. The officers, employees and teachers have overcome difficulties in terms of lack of facilities, the increase in the price of nutritious food, and lack of teaching equipment to prioritize the goal of child care and education. The managers, officers, employees and teachers have promptly encouraged and shared
sharing, understanding the children's thoughts, so some children feel self-conscious, have not recognized the value, potential and contribution of children when reintegrating into the community. However, the work of planning for child care and education has not been carried out very regularly, and is only a formality. Staff still lacks methods and specific skills in child care and education. The staff is lacking in quantity, has not been properly trained in expertise and profession in child care and education, and has not been trained in skills and knowledge of social work at the Center for Social Work and Social Work, requiring measures to improve the quality of child care and education. On the other hand, in the inspection and evaluation, the Board of Directors has not paid attention to inspecting and evaluating the professional activities of the two departments of Education - Consulting and Care - Health, and has not conducted regular inspections of the damage and deterioration of teaching equipment and learning materials to plan for repair and purchase of new ones to serve the activities of child care and education. Based on the assessment of the level of influence of factors on the management of child care and education activities, it is necessary to have measures to improve the quality of management.
The thesis, based on the analysis of the theoretical basis and the current status of child care and education management activities at the Center for Comprehensive Social Protection and Social Work of Bac Kan province, has proposed the following measures:
Measure 1: Direct the development of a child care and education plan suitable to the actual conditions of the Center for Comprehensive Social Protection and Social Work of Bac Kan province.
Measure 2: Directing innovation in content, methods, and forms of organization of child care and education at the Center for Comprehensive Social Protection and Social Work of Bac Kan province.
Measure 3: Innovate the method of checking and evaluating the results of child care and education activities and provide feedback to improve child care and education activities at the Center for Social Protection and Social Work of Bac Kan province.
Measure 4. Organize professional training for managers and staff participating in child care and education activities at the Center for Social Protection and Social Work of Bac Kan province based on capacity.
Measure 5: Building an equal, barrier-free educational environment for children at the Center for Social Protection and Social Work of Bac Kan province
2. Recommendations
- For the Center for Social Affairs and Social Work of Bac Kan province:
+ Managers, staff and employees in the center constantly self-study and self-improve to improve their professional qualifications and skills in child care and education activities.
+ Strengthen the responsibility of each manager, staff and employee in creating an environment for children to be confident and enjoy good care and education conditions.
+ Continue to invest in infrastructure, housing, entertainment areas, and roads to the center to become more spacious and clean.
+ Improve management capacity to effectively manage child care and education activities.
- For Bac Kan province:
+ Prioritize funding to build infrastructure, invest in housing, playgrounds, and make the road to the center more spacious and clean.
+ Strengthen socialization work, mobilize all social forces to participate in caring for and educating children at the Center for Social Protection and Social Work of Bac Kan province.
+ It is necessary to create conditions in terms of land and part of the budget for the Center for Social Work and Social Work of Bac Kan province to provide the best care and education for children.
+ Directing the opening of training courses for the Center's Board of Directors to improve political, professional and management qualifications in the direction of in-depth training in each topic of child care and education.
REFERENCES
1. Ministry of Labor, War Invalids and Social Affairs (2006), Document guiding the implementation of Resolution 65/2005/QD-TTg dated March 25, 2005 on approving the project on community-based care for children with special needs for the period 2005-2010, Labor and Social Affairs Publishing House, Hanoi.
2. Ministry of Labor, War Invalids and Social Affairs, (2009), Building a protective environment for children in Vietnam: Assessment of laws and policies on child protection, especially children in special circumstances in Vietnam , Hanoi.
3. Dang Quoc Bao (1997), Some concepts of educational management , School of Educational Management Cadres.
4. Le Thi Thu Ba, (2016), Managing the quality of child care and education in private kindergartens in Ho Chi Minh City , PhD thesis in educational management, Vinh University.
5. United Nations Convention on the Rights of the Child (1997), National Political Publishing House.
6. Department of Social Protection (2012), Solutions to improve the structure and policies for developing social assistance facilities in the market economy conditions of Vietnam until 2010 .
7. Department of Child Protection and Care (2012), Training materials on child protection and care , Social Labor Publishing House.
8. Nguyen Manh Dung, (2016), Managing the activities of special education support rooms in preschools in some northern provinces, Master's thesis, Vietnam Institute of Educational Sciences.
9. Vu Kim Hoa, (2007), Caring for orphans and abandoned children through alternative care , Social Labor Publishing House.
10. Nguyen Thi Bich Hang (2007), Assessment of the situation of caring for orphans and abandoned children in Vietnam in recent times , Social Labor Publishing House.
11. Huynh Thi Thai Hang, when researching the topic: Some solutions to improve the effectiveness of managing child care and education activities in District 5, Ho Chi Minh City (2012), Master's thesis in educational management, Vinh University.
12. Le Thi Thai Hanh (2013), Measures to manage child care and nurturing activities in kindergartens in Ha Long city , Master's thesis in educational management, University of Education, Thai Nguyen University.
13. Hoang Manh Ha, (2017), Managing life skills education activities for students of Hien Da High School, Cam Khe District, Phu Tho Province in the current context, Master's thesis, School of Education.
14. Nguyen Xuan Hai, “The issue of care and education for people with disabilities in the Philippines”, Education Magazine, No. 113, May 2005, pages 46, 47.
15. Bui Minh Hien (editor) (2006), Educational Management, University of Education Publishing House, Hanoi.
16. Tran Kiem (2008), Basic issues of educational management science, Hanoi Pedagogical University Publishing House
17. Dang Xuan Hai, Nguyen Sy Thu (2012), Educational management, school management in the changing context, Vietnam Education Publishing House, Hanoi.
18. Decree 136/2013/ND-CP regulating social assistance policies for social protection beneficiaries, dated October 21, 2013.
19. Nguyen Thi My Loc (2015), Educational management, some theoretical and practical issues, Hanoi National University Publishing House.
20. Nguyen Quoc Chi, Nguyen Thi My Loc (2012), General management science, Hanoi National University Publishing House.
21. Law No. 25/2004/QH11 of the National Assembly on protection, care and education of children, No.: 25/2004/QH11.
22. Law No.: 102/2016/QH13, Law on Children.
23. Law on Child Protection, Care and Education (2004), National Political Publishing House.
24. Decision No. 1555/QD-TTg, Approving the national action program for children for the period 2012 - 2020, dated October 17, 2012.
25. Decision No. 2361/QD-TTg, Approving the Child Protection Program for the 2016 - 2020 period, dated December 22, 2015.
26. Nguyen Ngoc Quang (1998), Basic concepts of educational management , Central School of Educational Management Cadres 1.

![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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