The manifestations | Percentage | Average | DLC | Rank | |||
Completely wrong | Mostly wrong | Mostly true | Absolutely right | ||||
1. Satisfaction * | 79.3 | 11.3 | 3.6 | 5.8 | 3.64 | 0.81 | 2 |
2. Joy * | 78.2 | 9.8 | 8.0 | 4.0 | 3.62 | 0.80 | 3 |
3. Enjoy * | 78.5 | 11.3 | 7.3 | 2.9 | 3.65 | 0.74 | 1 |
4. Fear | 57.8 | 16.0 | 15.3 | 10.9 | 1.79 | 1.06 | 5 |
5. Worry | 22.5 | 14.5 | 16.7 | 46.2 | 2.87 | 1.22 | 4 |
General Average | 3.11 | 0.47 | |||||
Maybe you are interested!
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Factors Influencing the Management of Rights and Duties Education Through Experiential Activities for Middle School Students -
Shamira Malekar, Rp Mohanty (2009), “Factors Affecting Emotional Intelligence: An Empirical Study For Some School Students In India”, International Journal Of Business Excellence, Vol. 25, -
Current Status of Factors Affecting Moral Education for Middle and High School Students in Hanoi -
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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The Goal of Moral Education for Middle School Students

Table 3.6: The influence of emotional factors on aggressive behavior of middle school students
Note: Clauses marked with * are scored in reverse order to the remaining clauses.
The higher the GPA, the more dissatisfied, unhappy, uninterested, and normal the HSTHC students feel, and the more afraid and worried they are when they have HVGH .
Above are the opinions of HSTHCS about the influence of emotional factors on HVGH when they perform it and when they witness it. Most of the students surveyed said that they did not feel completely satisfied (79.3%), excited (78.5%) or happy (78.2%) when participating in the HVGH. Talking about their aggressive behavior, the students interviewed who committed this behavior said that it was a way to release anger and protest when they were too repressed, could not control their emotions, and lacked composure in the situations they encountered. There are many reasons to mention the aggressive situations that occur in schools, but most of them affirmed that their aggressive behavior did not bring positive emotions as expected, such as satisfaction, happiness, and comfort. On the contrary, some students felt regretful, blamed themselves " for acting without thinking in a moment of anger ", or worried when their aggressive behavior was reported and they had to be disciplined by the school and family.
In addition, a number of students also said that when they have HVGH, they feel satisfied (9.4%), excited (12%), or happy (1.2%) because they can release their anger in a "satisfying" way with the mentality of "aggression".
must pay with aggression" as in the case of Nguyen Thi L - a student of class 7C - Co Bi Secondary School " I have been bad-mouthed by T many times, he is not good so now being beaten is also deserved "; or enjoy showing strength in front of others, this can be said about the bullying situation in school such as: " H is a new transfer student here and was surrounded and isolated by a group of special elements from class H who just transferred here, not allowed to approach friends from other classes and forced H to obey all the orders of this group " - Bui Quoc K, a student of class 7C - Co Bi Secondary School told about a case of bullying in class 6D of the same school... When performing these aggressive acts has become " joy ", it is easy to create a bad habit of enjoying the use of violence in all situations. Not only are students the subject of HVGH, but even those who only witness this negative behavior, instead of finding ways to prevent it in time and help the victims, may do nothing, be indifferent to the incident they encounter at school, or may join groups to cheer, film, and take pictures of school violence to show off to friends as a "trophy" or a pastime. The indifferent, apathetic, and even amused attitude towards violent incidents occurring at school by a group of students not only shows a worrying reality of HVGH that has been and is still happening, but this issue has contributed to reflecting a distorted perception of behavioral culture, and a lack of responsibility to build a healthy, friendly school environment for the students themselves. This not only causes frustration in schools but is also a matter of great concern for the development of all aspects of the students themselves, their families, and the whole society.
Mr. Nguyen Ngoc A., a parent of a student at Co Bi Secondary School, expressed his opinion on this issue: “ Students are always like that, people say “first is devil, second is spirit, third is student” and there is nothing wrong with that. Quarrels, conflicts or beatings at school are not new, but it can be said that they have increased many times compared to before. At the age of half adult, half child, when awareness is not yet complete, there is also impetuosity, competitiveness, self-expression and just when there is a conflict of interests, they are ready to use violence against each other. At that time, violence to them is
solved the problem and initially felt satisfied because they “taught a lesson” to their opponent. However, this feeling quickly disappeared, replaced by anxiety, and even fear of being discovered by others and possibly punished for their behavior . ” Most students were not aware of their aggressive actions before committing them and when the consequences occurred, they could not avoid feeling guilty and anxious (62.9%) and (26.2%).
3.2.1.3. Level of participation in some types of entertainment with unhealthy content of middle school students
In fact, media and entertainment have a great influence on students' aggressive behavior. When students access and collect inaccurate and unfiltered information, it is easy to lead to wrong perceptions and deviant behavior. The media has also reported many stories about students playing too many violent games, imagining themselves as characters in the game and brutally killing their loved ones... Therefore, although media and entertainment have their positive aspects, they are also a potential danger that causes aggressive behavior in students.
The table below illustrates the level of student participation in various forms of recreation.
Table 3.7: The impact of unhealthy entertainment content on aggressive behavior of middle school students
The manifestations
Percentage | Average | DLC | Rank | |||
Never | Sometimes | Frequent | ||||
1. Watch action movies, movies with violent content | 25.8 | 66.2 | 8.0 | 1.82 | 0.56 | 1 |
2. Play online games with content violence | 65.8 | 29.5 | 4.7 | 1.39 | 0.58 | 3 |
3. Watch the internet, comics, martial arts, newspapers... reporting on murders, robberies, fights, fight | 36.0 | 54.9 | 9.1 | 1.73 | 0.62 | 2 |
4. View pictures and images with violent content. force | 77.8 | 17.1 | 5.1 | 1.27 | 0.55 | 4 |
General Average | 1.55 | 0.40 | ||||
Note: The higher the GPA, the higher the level of participation in unhealthy forms of entertainment.
Above are some popular forms of entertainment through the media. The highest level of regular participation of students is " watching the internet, comics, martial arts, newspapers... reporting on murders, robberies, brawls, and fights accounting for 9.1%. It is not difficult to understand why this situation exists because the rapid and widespread popularity of the internet and mass media today creates conditions for students to easily access and update all information, including issues related to violence that have been and are happening, causing outrage and pain in public opinion. With their age psychology, students are easily attracted and curious about "sensational" information that causes "a stir in public opinion" and do not want to be outsiders in such stories. However, it does not stop there, when students' awareness is still incomplete, their psychology is not stable, their personality is in the process of being formed and perfected, they access information, participate in unhealthy forms of entertainment regularly; and at the level of occasional participation in watching action movies, movies with violent content is the most. When participating in these types of entertainment, students feel happy and excited. Playing online games with violent content is also a regular activity of 4.7% of participating students . Some students, when asked more about their feelings when participating in the above forms of entertainment, said that they often felt stressed, tired and depressed, worried about their academic performance declining. " At first, when participating in these types of entertainment, I felt happy and addicted, but playing too much, concentrating so hard that I lost sleep and became too stressed and my studies declined. My parents found out, so since I was in 7th grade, I stopped playing " - Nguyen Ngoc S., class 8A, Ninh Hiep Secondary School, recounted. Instead of the positive effects of the mentioned forms of entertainment to help relieve stress in the true sense, abusing them in an unhealthy way and this situation occurring frequently and continuously will bring about consequences that can be mentioned such as physical: insomnia, fatigue, nervous tension, psychological instability, and poor academic performance.
decline; about behavior with a tendency to violence, attack... these are the things that create concerns for parents in controlling and adjusting their children's behavior. At the same time, it is a challenge for school administrators in the face of the reality that students are at risk of increasing violent tendencies in school behavior.
3.2.2. Some objective factors affecting the aggressive behavior of junior high school students
3.2.2.1. Parent-child relationship in the family
The family environment is an especially important educational environment for the development of personality as well as all aspects of each member, especially for children. A cultured, healthy, well-educated family will create a safe environment for family members to develop and form good personalities. On the contrary, a family that always has conflicts and tensions, lacks a father or mother who always has to worry about life or has a family member who has social evils is an unsafe environment. Students living in these families often lack care and attention, are stressed, tired, and have conflicts in the family, which seriously affects their studies and thinking. In particular, if the treatment between family members is violent, they easily form in their thinking a tendency to solve all problems with violence.
Table 3.8: Influences through parental relationships in the family
The manifestations
Percentage | Average | DLC | Rank | |||
Are not ever | Sometimes | Frequent | ||||
1. My parents argued with each other. | 2.9 | 12.4 | 84.7 | 2.82 | 0.46 | 1 |
2. My parents argued with each other. | 27.6 | 69.5 | 2.9 | 1.75 | 0.50 | 3 |
3. My parents fought | 23.6 | 74.9 | 1.5 | 1.78 | 0.50 | 2 |
4. My parents criticize each other. | 82.5 | 16.0 | 1.5 | 1.19 | 0.43 | 4 |
5. My parents are arguing with each other. | 86.9 | 11.6 | 1.5 | 1.15 | 0.40 | 5 |
General Average | 1.74 | 0.24 | ||||
Note: The higher the GPA, the more conflicted and tense the relationship between parents.
According to our survey in this study, when asked, there is a group of students who said that they are not living with their biological parents, the reason why they do not live with their parents is because: their parents work far away, are divorced or have passed away. These children will lack the conditions for care and education from their parents, lack affection and are in great need of proper attention to create conditions for them to be educated, study and develop their personality comprehensively.
On the other hand, in the family, when the relationship between members lacks close attachment, the heavy atmosphere of "back and forth words", of quarrels and conflicts between parents occurs and children have to witness those scenes regularly. This not only causes current psychological trauma but also becomes an obsession throughout the child's development process later on. The above table shows the relationship between parents in the families of the surveyed students, clearly showing the rate of parents regularly quarreling with each other up to 84.7%. This number is alarming for a sad reality that is happening in the families of the surveyed students. Nguyen Thi L, a student of class 6B at Co Bi Secondary School, recounted: " My father often comes home late at night, sometimes drunk, so my mother is not satisfied. My parents often argue loudly at times like that, I don't know what to do." Also from the table of data shows that 74.9% of parents occasionally fight - the use of violence in family relationships, although not with the continuous frequency according to the statistics above, but the image of fathers and mothers who are not in harmony in front of their children can create emotional trauma, torment and suffering for the children, even more dangerously, they can become a place to vent their parents' anger. Aggressive behavior from words to actions, initially manifested as arguments, then criticism, insults and then the inability to control, leading to frequent acts of violence by parents in the family that children have to witness, can unintentionally form a habit of reacting with violence to resist or cope with situations encountered.
3.2.2.2. Parents' ways of educating and managing their children
Educating children in the family plays an important role in the process of growing up and forming the personality of children. In today's era of abundant material comforts, many children are caught up in the fast pace of life with the internet, online games, social evils... More than anyone else, children need the guidance, education, and guidance towards good things in life from their parents.
Society is increasingly developing, parents are busy day and night with work that many people have forgotten their extremely important role which is educating their children. In the dynamic and modern life, some people even think that money is everything, they have given the responsibility of educating their children to the school, to the maid, to the tutors... They do not know that behind that are the consequences of children, children who lack the love and education of their parents that no one can replace.
Table 3.9: Influences on parents' ways of educating and managing their children
The manifestations
Percentage | Average | DLC | Rank | ||||
Completely wrong | Mostly wrong | Part big right | Complete absolutely right | ||||
1. My parents are too busy so they don't have time. time to care for you | 50.5 | 30.9 | 16.4 | 2.2 | 1.70 | 0.82 | 2 |
2. My parents let me do whatever I want. anywhere | 79.6 | 17.1 | 2.5 | 0.7 | 1.24 | 0.53 | 7 |
3. You can decide for yourself about me | 64.7 | 16.7 | 16.4 | 2.2 | 1.56 | 0.84 | 5 |
4. My parents let me solve it myself. my troubles | 57.8 | 22.5 | 14.5 | 5.1 | 1.67 | 0.91 | 3 |
5. My parents do not interfere. my relationships with friends | 60.4 | 20.0 | 13.8 | 5.8 | 1.65 | 0.93 | 4 |
6. When I got bad grades, my parents think it is someone else's fault | 88.4 | 11.6 | 0.0 | 0.0 | 1.12 | 0.32 | 8 |
7. My parents do not forbid me do anything | 77.8 | 17.1 | 5.1 | 0.0 | 1.27 | 0.55 | 6 |
8. My parents always satisfy my needs. my request | 51.3 | 24.4 | 22.9 | 1.5 | 1.75 | 0.86 | 1 |
General Average | 1.55 | 0.48 | |||||
Note: The higher the GPA, the more severe the method of educating and managing children.
In families where the relationship between parents and their children is loose, lacking in attachment, care and the indifference of parents is also a form of mental harm to children, " My parents don't pay much attention to what I do, where I go, what my friends are like because it takes too much time. My parents told me that when I grow up, I have to take care of myself and take responsibility for myself, " said Nguyen Ngoc T, a student of grade 8A at Co Bi Secondary School. This is not simply a matter of giving children autonomy, but a clear manifestation of parents' indifference and lack of care for their children. Children cannot avoid feeling lonely and lost in their own families. At their age, although they can make their own decisions and choices in certain aspects, their awareness is still in the process of formation and completion. Students do not have enough awareness to make their own decisions in all situations and need appropriate and timely adjustments and management from their families. However, 19.6% of students believe that their parents mostly and almost completely let them solve their own problems. This inevitably makes them feel awkward and do not know who to turn to for help because even their relatives do not care. When students feel excessive pressure from studying and feelings of depression, lacking timely support and encouragement from their parents, they may become frustrated, withdrawn, lose confidence or react negatively by being aggressive or opposing teachers, not complying with school regulations, avoiding or even dropping out of school. Performing these negative behaviors is like a reaction to attract parents' attention to themselves but in a way that does not bring them the benefits they expect. When children are not able to meet their expectations, they become more and more angry, frustrated and inevitably vent their anger or act aggressively towards others. This can be considered a very specific example that parents need to realize the negative impact of neglecting and abandoning the management of their children and leaving everything to the teachers and schools.
The way parents educate and manage their children is in the direction of letting them "manage themselves". It can be said that from a certain perspective, the perception of the point of view




![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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