activities that are both consistent with theory and meet practical requirements to promote the school's resource potential.
3.4.2. Solution testing
3.4.2.1. Test purpose
Evaluate the results of the practical impact of one of the above solutions at 06 universities of research under VNU selected for the pilot.
3.4.2.2. Test hypothesis
- Based on the assessment of the school's capacity for innovation, identify the limited knowledge and skills of each innovation team in the University of Economics - VNU and have a plan to pilot the solution.
- The trial was conducted over a period of 1 year, so the evaluation of effectiveness by quantitative measurement, product counting and personal opinion survey should be relatively high.
3.4.2.3. Test subjects
The experiment was conducted with managers at all levels, lecturers and lecturers at the University of Economics - VNU. Currently, the University of Economics has 6 faculties, with 21 departments. In recent times, the University of Economics has paid much attention to the development of departments with the view that this is the core factor in creating training and scientific research activities, as well as ensuring the quality of the school.
The thesis solicits opinions by questionnaire for specific subjects as follows:
- School managers (faculty and functional department level): 15 votes.
- TBMs: 21 votes.
- Lecturer: 50 votes.
3.4.2.4. Test content
- Select Solution 3 content "Organizing competency-based training for young people", because this is the content that is assessed as the most feasible for testing. The assessment focuses on the following contents:
+ Evaluate the effectiveness of the solution;
+ Evaluate satisfaction level with the solution.
- The conclusion of the testing process is based on the change in response of the person directly affected by the solution before and after implementation.
3.4.2.5. Test time
The 1-year trial period begins with the solution being implemented and the trial results are collected after the above period (from June 2018 to June 2019).
3.4.2.6. Testing methods and procedures
Directly deploy the content of organizing training to foster the missing capacity for the National Economics University according to the demand survey at the University of Economics - VNU.
Procedure :
(1) Agree on the experimental policy with the leaders of the University of Economics, faculties and TBM.
(2) Develop a training plan for TBMs (program content, time, location, conditions, TBMs required to participate in training...):
i) Training in training program development skills: In coordination with the University of Education - VNU;
ii) Fostering scientific research organization skills: Inviting experts in each specialized field of the University of Economics - VNU;
iii) Political theory training: Coordinate with Ho Chi Minh National Academy of Politics;
iv) Training in management knowledge and skills: In coordination with the University of Education - VNU;
v) IT and foreign language training: Coordinate with University of Technology, University of Foreign Languages - VNU;
vi) Fostering skills in developing international cooperation, developing social relationships and supporting the community: Inviting international cooperation experts from the Faculty of International Affairs, Faculty of Business Administration - VNU, VNU Scientists Club.
(3) Conduct training: Implement training according to plan, promote self-study, organize seminars, exchange experiences...
(4) Apply acquired knowledge to practice in each subject at school.
(5) Evaluate the results and work efficiency of TBM, thereby evaluating the effectiveness of the solution (evaluate work efficiency through observation, recording, comparing results before and after testing and using questionnaires to get opinions from test participants about the suitability and satisfaction with the solution).
(6) Summarize, draw lessons, replicate solutions and propose to superiors policies on building a team of professional team leaders to contribute to the development of the National University of Science and Technology.
3.4.2.7. Evaluation criteria and test rating scale
Evaluation of the effectiveness of the test solution is done in the following way:
- Compare the changes in the TBM before and after the experiment through a survey to collect opinions from relevant people such as colleagues, direct managers and the TBM themselves who participated in training courses to improve their capacity.
- Compare the changes in department management activities after TBM was implemented by DT-BD during the solution testing process.
The evaluation criteria are constructed in a comparative manner, each content will have a number of indicators that clarify the issue of the criteria.
In the study evaluating the effectiveness of solution implementation, the type of scale chosen to use is the Likert scale - a scale commonly used to measure the level of opinion. Each point in the scale will indicate the level of effectiveness or not for the activities of DT-BD for DNTBM during the testing period.
In the study evaluating the level of satisfaction when implementing the solution, the scale indicates the level of satisfaction of the evaluators with the training content as well as the impact on TBM and TBM management activities, as well as assessing the suitability of policies for the development of TBM.
3.4.2.8. Test results
* Evaluate the effectiveness of the solution
After 1 year of training the National Defense and Security Council through short-term training courses and being applied by the National Defense and Security Council in practice, the PhD student and the leaders of the University of Economics - VNU conducted an assessment of the work performance according to the following criteria:
According to the survey results, the effectiveness was also evaluated differently before and after implementing the solution. The TBMs changed in both knowledge and awareness and action. The task performance of the TBM increased by about 01 point, from 2.56 to 3.51 on average. The smallest change was the criterion "enhancing new professional knowledge for TBMs" which also had a difference of 0.92 points on average before and after implementing the solution.
The solution also has an effective impact on the change of department management activities. The strongest increase is the impact on improving the quality of lecturers in the department. If before implementing the solution, the effectiveness of improving the quality of lecturers was only assessed quite low with an average score of 2.6; but after implementing the solution, the average score increased to 3.76. This is an impact with very important survey results, demonstrating the urgency and feasibility of the solution. Previously, in the survey on the capacity to improve the quality of lecturers in the department of the Department of Science and Technology at the universities of the VNU, the results also gave a low assessment. The impact on promoting scientific research and organizing scientific research of the department was also assessed to have changed strongly after implementing this solution. The average evaluation scores before and after implementing the solution are nearly 1 point apart, showing that the experimental solution at the University of Economics - VNU is completely suitable and meets the requirements of the current context.
Table 3.3: Survey to evaluate the effectiveness before and after implementing the solution
Content
Inefficient | Less effective | Neutral | Quite effective | Effective | Average | Total | |||||||
Before | After | Before | After | Before | After | Before | After | Before | After | Before | After | ||
Change of Head of Department (TBM) | |||||||||||||
Carry out the assigned tasks of TBM | 8 | 4 | 45 | 20 | 14 | 13 | 12 | 25 | 6 | 23 | 2.56 | 3.51 | 85 |
Enhance new expertise for TBM | 10 | 7 | 47 | 17 | 5 | 7 | 10 | 30 | 13 | 24 | 2.64 | 3.55 | 85 |
Changes to departmental management | |||||||||||||
Impact on improving the quality of lecturers in the department | 11 | 4 | 42 | 15 | 10 | 6 | 14 | 32 | 8 | 28 | 2.60 | 3.76 | 85 |
Impact on promoting scientific research of the department | 8 | 2 | 36 | 11 | 14 | 9 | 16 | 27 | 11 | 36 | 2.84 | 3.99 | 85 |
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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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Survey of drug interactions in outpatient prescriptions at Hue University of Medicine and Pharmacy Hospital - 1 -
Coding Table of Factors Affecting the Effectiveness of the Ksnb System at Tdm University -
Factors affecting the effectiveness of internal control system at Thu Dau Mot University - 17 -
Research Model to Evaluate the Effectiveness of the Ksnb System at Provincial Radio and Television Stations in Vietnam

Table 3.4: Survey to assess satisfaction level before and after implementing the solution
Content
Not satisfied | Less satisfied | Neutral | Quite satisfied | Satisfied | Average | Total | |||||||
Before | After | Before | After | Before | After | Before | After | Before | After | Before | After | ||
Change of Head of Department (TBM) | |||||||||||||
Professional competence, pedagogical skills | 9 | 7 | 24 | 20 | 5 | 5 | 23 | 25 | 24 | 28 | 3.34 | 3.55 | 85 |
Research capacity and research organization | 14 | 4 | 48 | 22 | 6 | 10 | 14 | 32 | 3 | 17 | 2.34 | 3.42 | 85 |
Professional management capacity | 12 | 6 | 16 | 10 | 9 | 14 | 26 | 32 | 22 | 23 | 3.35 | 3.66 | 85 |
Leadership | 15 | 10 | 17 | 9 | 4 | 5 | 28 | 35 | 21 | 26 | 3.27 | 3.68 | 85 |
Social performance | 12 | 3 | 40 | 15 | 8 | 9 | 17 | 26 | 8 | 32 | 2.64 | 3.81 | 85 |
International cooperation capacity | 18 | 11 | 25 | 16 | 8 | 9 | 28 | 32 | 6 | 17 | 2.75 | 3.33 | 85 |
Changes to departmental management | |||||||||||||
The results impact the teaching activities of the department | 8 | 2 | 34 | 12 | 9 | 8 | 21 | 37 | 13 | 26 | 2.96 | 3.86 | 85 |
Results impact on research activities of the department | 10 | 5 | 31 | 14 | 7 | 5 | 19 | 35 | 18 | 26 | 3.05 | 3.74 | 85 |
After participating in the training courses, the TBMs have more skills in organizing scientific research and managing the department, which has a strong impact on the activities of lecturers in the department, and the achievements of the TBMs have been recognized. This shows that the solution has solved the set goals quite well. The quantifiable results after the experiment have all increased. Obviously, with the trained skills, the TBMs have better promoted the potential of their departments, especially in the field of scientific research. If the measurement of teaching quality is relatively done through surveys, the results of organizing scientific research and training cooperation can be statistically calculated. After the training courses, the TBMs have more skills to implement and promote lecturers to strengthen scientific research by registering for quotas. In particular, with the course on writing international articles, the TBMs themselves have also increased the number of international publications compared to before. At the same time, the TBMs actively seek and expand relationships to organize specialized workshops or seminars. Several projects of exchanging lecturers and students were also carried out. This result shows the effectiveness in selecting suitable training courses for TBMs in the University of Science and Technology.
Table 3.5: Statistics of the department's results achieved after implementing the solution
TT
Content | Before the test | After the test | |
1 | Number of articles published domestically and internationally | 20 | 25 |
2 | Research topics at all levels | 6 | 8 |
3 | Student research | 15 | 30 |
4 | Professional seminars and workshops | 6 | 10 |
5 | Domestic training cooperation | 3 | 7 |
6 | International training cooperation | 2 | 3 |
7 | Technology transfer project | 0 | 0 |
8 | Social projects and community support | 2 | 4 |
* Rate your satisfaction with the solution
The satisfaction level was greatly improved after implementing the solution. The competencies of the DNTM were evaluated differently. The professional and pedagogical competencies did not change much in the satisfaction level. The average score before implementation
The solution is 3.34 and then 3.55. The reason is that the professional capacity training programs are quite few within 01 year and the change is not clearly visible. However, the capacity for scientific research and scientific research organization has increased dramatically in terms of satisfaction. The TBMs have promoted the faculty members in the department as well as attracted students to participate in scientific research activities, and published domestically and internationally. One of the training courses that was highly appreciated when implementing the solution is the method of selecting topics, methods and experience of international publication. Therefore, the average score assessing the level of satisfaction with this capacity increased from 2.34 to 3.42 points after implementing the solution. Professional management capacity and leadership capacity also did not change dramatically after the TBMs participated in the training courses, but the capacity for social activities and international cooperation also changed greatly. Thus, it can be generally assessed that after implementing the solution, the level of satisfaction with the capacity of the National Economics University - VNU has improved.
The level of satisfaction with the results of department management activities also showed a clear change before and after implementing the solution. With the implementation of the above solution, over 85.7% of the school's TBMs showed their willingness to focus on developing department activities, including teaching management and scientific research. In addition, 100% of the TBMs were willing to self-study to improve their qualifications and capacity. This is also a very positive result for the implementation of the solution proposed by the thesis.
3.4.2.9. Test conclusion
It can be seen through the pilot implementation of solution 3 “ Organizing competency-based training for young talents ” at the University of Economics - VNU, Hanoi, with good results. This shows that the solution is not only necessary but also highly feasible. The implementation of this solution will improve the effectiveness of developing young talents in universities and research institutes in Vietnam.
Chapter 3 Conclusion:
In order for the development of human resource management in universities and research institutes in Vietnam to be of high quality and effective, management work must be carried out scientifically, approaching modern human resource development experiences, suitable for the subjects and educational conditions of Vietnam. Before the strong impact of industrialization and modernization of the country, international integration, and the way of

![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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