service:
Regarding duties and powers, the Dak Lak Provincial Economic Development Board performs the following duties:
+ Advise the People's Committee, Chairman of the People's Committee of Dak Lak province and the Council
Dak Lak Provincial Economic Zone organizes economic movements; guides, urges and inspects departments, branches, district and commune People's Committees, the Fatherland Front, political organizations, socio-political organizations and economic organizations to implement economic movements and economic policies of the Party and State in the province. Takes the lead and coordinates with the Fatherland Front, local political organizations, socio-political organizations and mass media agencies to discover, propagate and replicate advanced models.
+ Organize the implementation of training plans, provide professional guidance to the CC TDKT team in departments, branches, at district and commune levels and enterprises in Dak Lak province; apply science and technology in the field of TDKT. Carry out inspection and examination of issues related to TDKT work and resolve complaints and denunciations in the field of TDKT according to the provisions of law.
+ Appraise the application documents for audit of departments, branches, sectors, district and commune levels, the Fatherland Front, political organizations, socio-political organizations, social organizations, economic organizations at the local and grassroots levels, submit to the Dak Lak Provincial People's Committee for decision on audit or propose to competent authorities for decision on audit according to regulations.
+ Manage and store economic records according to the provisions of law; build and manage the database on economic achievements; synthesize and periodically report on economic achievements according to regulations. Build, manage and use the economic achievements fund according to decentralization; advise on the organization of the implementation of giving and receiving forms of economic achievements according to the provisions of law.
+ Perform the duties of a permanent member of the Dak Lak Provincial Economic Council.
In addition, according to legal regulations, the province also has a Provincial Economic Development Council, which is an advisory body to the Party Committee and government on local economic development work.
Regarding the organizational structure, the Dak Lak Provincial Economic Development Council consists of 19 people, including the Chairman of the Provincial People's Committee as Chairman of the Council, the Permanent Vice Chairman of the Provincial People's Committee as First Vice Chairman of the Council; the Permanent Vice Chairman of the Provincial Vietnam Fatherland Front Committee, the Chairman of the Provincial Labor Federation as Vice Chairmen of the Council; the Deputy Director of the Department of Home Affairs and Head of the Provincial Economic Development Board as Permanent Vice Chairman of the Provincial Economic Development Council.
Invited members to join the Dak Lak Provincial Economic Council include: Chairman of the Provincial Party Committee's Inspection Committee; Chief of the Provincial Party Committee Office, Secretary of the Provincial Youth Union, Chairman of the Farmers' Association, and Chairman of the Provincial Women's Union.
Members of the Provincial Economic Council include: Director of the Provincial Police; Political Commissar of the Provincial Military Command, Chief of the Provincial People's Committee Office, Director of the Department of Industry and Trade, Chief Inspector of the province, Director of the Department of Finance, Director of the Department of Education and Training, Director of the Department of Agriculture and Rural Development.
The Secretary of the Dak Lak Provincial Economic Council is the Head of the General Administration Department of the Dak Lak Provincial Economic Council.
Dak Lak Provincial People's Council has the following duties and powers:
+ Advise the Chairman of Dak Lak Provincial People's Committee to launch emulation movements within authority;
+ Periodically evaluate the results of the patriotic movement and economic work; advise on the preliminary and final review of the patriotic movement; recommend and propose policies and measures to promote the patriotic movement in each year and each period;
+ Advise the Chairman of Dak Lak Provincial People's Committee to inspect and supervise youth movements and implement policies and laws on youth;
+ Advise the Chairman of Dak Lak Provincial People's Committee to decide on awarding the titles of Heroes and forms of merit according to authority or submit to the competent authority for approval. [8, Clause 3, Article 63]
In departments, branches and sectors of the political system, there is no specialized agency to do the work of TĐKT, but mainly the personnel organization department of each agency and unit will organize the implementation of TĐKT work in their unit.
- At the district level, the Department of Home Affairs is an advisory body, assisting the People's Committee of the same district level in performing the state management function on economic development.
Regarding organizational structure, in 15 districts, towns and cities of the province, there is no specialized apparatus to carry out state management of economic development, nor is there a specialized CC for economic development, but only a CC concurrently in charge of economic development work. This CC is under the payroll of the Department of Internal Affairs of districts, cities and towns.
In the work of TDKT, the Department of Internal Affairs has the following tasks:
+ Advise and propose to the District People's Committee to organize youth movements and implement economic policies of the Party and State in the district, perform the permanent tasks of the District Youth Union Council;
+ Guide, inspect and urge the implementation of plans and contents of the TĐKT in the district; build, manage and use the TĐKT Fund according to the provisions of law.
- At the commune level, there is no specialized organization or staff for the work of the commune-level People's Committee, but it is assigned to the CC to do so concurrently.
2.1.2. The team of civil servants doing emulation and reward work in Dak Lak province at present
- About quantity:
In Dak Lak province, the TDKT CC is mainly part-time. At all three levels, including provincial, district and commune levels, there are part-time TDKT CCs. Only at the provincial level is there a full-time TDKT CC, under the Provincial TDKT Board, departments, and unions.
Specifically, all specialized agencies under the Provincial People's Committee have CCs concurrently performing the work of economic restructuring. At the district and commune levels, there are only CCs concurrently performing the work of economic restructuring, in which CCs of the Department of Internal Affairs are assigned to concurrently perform the work of economic restructuring, responsible for guiding the work of economic restructuring of departments and offices of the district and commune. At the commune level, CCs of the People's Committee offices of communes, wards and towns are assigned to concurrently perform the work of economic restructuring of communes, wards and towns. The number of CCs of economic restructuring in Dak Lak province as of 2020 is shown in the following table:
Table 2.1. Number of CC TDKT in Dak Lak province
Unit: person
Quantity
Provincial level | District level | Commune level | Total | |
CC in charge | Concurrent CC | |||
10 | 27 | 255 | 184 | 476 |
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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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Recruitment of civil servants at the People's Committee of Luc Nam district, Bac Giang province - Current situation and solutions - 9 -
Experience of Some Countries in the Region in Improving the Quality of State Administrative Civil Servants

Source: Dak Lak Provincial Department of Home Affairs
Through table 2.1, it can be seen that the number of specialized TDKT CCs in Dak Lak province is still low, with only 10 CCs belonging to the Provincial TDKT Board. The remaining CCs only hold TDKT work concurrently.
- About level
Through many years of efforts in training, civil servants in general and civil servants of Dak Lak province in particular have increasingly improved their qualifications, meeting the civil servant title standards prescribed by the State.
Table 2.2. Level of CC TDKT in Dak Lak province
Level
Provincial level | District level | Commune level | Total | |||
Quantity | Proportion% | |||||
Expertise | Master | 04 | 11 | 9 | 24 | 5.0 |
University, college | 33 | 244 | 142 | 419 | 88.1 | |
Intermediate | 0 | 0 | 33 | 6.9 | ||
Advanced political theory | 03 | 15 | 0 | 18 | 3.8 | |
Political theory
Intermediate political theory | 17 | 91 | 31 | 139 | 29.2 | |
Elementary political theory | 17 | 149 | 142 | 308 | 64.7 | |
State management | Senior Specialist | 0 | 0 | 0 | 0 | 0.0 |
Chief Specialist | 6 | 26 | 0 | 32 | 6.72 | |
Specialist | 31 | 165 | 109 | 305 | 64.1 | |
Information technology | University, college majoring in information technology | 02 | 08 | 0 | 10 | 2.1 |
Basic IT applications version, computer science B | 35 | 247 | 132 | 414 | 87.0 | |
Foreign language | English language major | 03 | 06 | 05 | 14 | 2.9 |
IELTS, TOEFL certificates | 01 | 03 | 0 | 04 | 0.9 | |
English Certificate A, B | 33 | 246 | 101 | 380 | 79.8 | |
Ethnic language | 12 | 91 | 78 | 181 | 38.0 |
Source: Dak Lak Provincial Department of Home Affairs
Through the above table, it can be seen that most of the CC TDKT have completed professional training at intermediate level or higher. The majority of CC TDKT at district and provincial levels have university degrees. CC TDKT have very diverse professional qualifications, graduating from university in many different majors such as law, finance and banking, human resource management, economics, a few CC have majors in administration and internal affairs.
In addition, many CCs have also passed the training course on political theory and state management. Regarding foreign language and IT proficiency, TDKT CCs in the province have basically met the requirements for IT and foreign language certificates. In addition, to suit the characteristics of the population, many localities, especially border communes, have a large number of ethnic minorities residing and living, many CCs have learned ethnic languages and been granted ethnic language certificates, mainly the Ede ethnic language.
- About age:
The age of CC TDKT in Dak Lak province is relatively young. Only a small number of CC are over 50 years old, the majority of CC are between 30 and under 50 years old. Specifically, it can be seen in the following table:
Table 2.3. Age of CC TDKT in Dak Lak province
Age
Provincial level | District level | Commune level | Total | ||
CC Number | Percentage | ||||
Under 30 | 04 | 32 | 59 | 95 | 20.0 |
From 30 to under 50 | 25 | 165 | 90 | 280 | 58.9 |
From 50 to 60 | 08 | 58 | 35 | 101 | 21.1 |
Source: Dak Lak Provincial Department of Home Affairs With a relatively young number of CCs, it has both positive and negative impacts on the quality of TDKT work. With 68.9% of CCs under 50 years old, it creates conditions for the province's TDKT CCs to be agile, dynamic, and easily adapt to improvements and reforms in public service activities, especially the application of science and technology to TDKT activities. However, the working experience of this team is not much, making it easy to encounter difficulties and confusion in organizing and implementing TDKT activities as well as state management of TDKT.
in the province
- Characteristics of CC TDKT in Dak Lak province:
The CC TDKT in Dak Lak province has the common characteristics of CC and CC TDKT in general such as: they are public servants, guaranteed rights and legitimate conditions to perform public duties; have high professionalism, and are trained in expertise and profession. In addition, the CC TDKT in Dak Lak province also has some outstanding characteristics including:
The CC of the Dak Lak Provincial People's Committee is mainly part-time. Currently, only the Board of the People's Committee under the Department of Home Affairs of Dak Lak Province has a full-time CC of the People's Committee. Members of the Provincial People's Committee are basically part-time. In other units from the provincial level to the commune level, CC of the People's Committee is also mainly part-time, especially at the commune level. This means that the CC of the People's Committee is only one of the tasks that the CC must perform.
Currently. The concurrently-held civil servants are usually civil servants who do personnel organization work at the provincial and district levels, and office civil servants at the commune level. And when they hold concurrently, the level of effective implementation of civil servant work depends largely on the qualifications, capacity and volume of civil servants assigned.
The Dak Lak provincial civil servants are trained from fields that are not suitable for the field of State management of civil servants such as Human Resources Management, Management Science, Law, State Management, Philosophy, and Construction. The civil servants mainly have university degrees or higher, but the majors are different and there are no civil servants who have graduated from a major in civil servants' work. A few civil servants have professional qualifications in the field of internal affairs but are not specialized in civil servants' work. Due to being trained in different majors, the professional capacity of a part of civil servants' work in the province is somewhat limited, lacking in basic and systematic aspects. Therefore, it is necessary to continue training in the contents related to civil servants' work so that civil servants can perform their assigned tasks well.
The number of CC TDKT is relatively small. Although the field of TDKT is very important and requires specialized CC to organize and implement programs and contents of State management on TDKT, however, the number of specialized CC TDKT is not much (only 10 CC). The number of CC TDKT concurrently is also relatively small, each unit and each locality is only assigned one CC concurrently. Therefore, to effectively implement TDKT work, there are many difficulties in terms of human resources.
The age of the CC TDKT in the province is mainly young, the experience in State management of TDKT is not really rich. Therefore, to do well in TDKT work, it is necessary to train and equip CC team with more knowledge, skills and qualities. On the other hand, young age will create favorable conditions for CC to participate in TDTD programs because the ability to comprehend, travel, and dynamism are often more flexible than older CC.
2.1.3. Results of the emulation and reward movement of Dak Lak province in the period 2015 - 2020
- Results of the TD movement:
Implementing the teachings of President Ho Chi Minh "Reform is patriotism, patriotism means reform", "The more difficult it is, the more reform must be done", in the period of 2015 - 2020, together with the unified and concentrated direction of the Provincial Party Committee, the supervision of the People's Council and the direction of the Provincial People's Committee; at the same time, promoting the role of the Fatherland Front Committee and mass organizations of the province; the efforts of all levels, sectors, the dynamism and creativity of agencies, units, economic sectors and people of all ethnic groups in Dak Lak province have promoted the spirit of patriotism, solidarity with the Party, with the revolution, joining hands and unanimity to overcome all difficulties and challenges, striving to eradicate hunger, reduce poverty, stabilize life, contributing to building the province to be increasingly stable in politics - society, developing the economy, maintaining national defense - security. These achievements have actively contributed to improving the material and spiritual life of the people, strengthening the trust of the people of all ethnic groups in the province in the leadership of the Party and the administration of the State.
Thereby, encouraging people to enthusiastically participate in patriotic youth movements, consolidating the great national unity bloc in the province. With the consistent theme of "Solidarity, dynamism, creativity, and youth to successfully carry out the socio-economic development tasks in the period of 2015 - 2020" in the spirit of "High consensus, good youth, early completion", youth movements in the province have developed extensively, in all fields, contributing to encouraging people to enthusiastically participate in youth movements, successfully completing the socio-economic development tasks, ensuring national defense and security of the province.
- Results of economic work in the period 2015 - 2020:
During the period of 2015 - 2020, the Provincial Party Committee, Provincial People's Committee, Provincial Economic Development Council and all levels, sectors, agencies, units and localities have paid attention to leading



![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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