It is not only good preservation, but also promoting their value for teaching and education. Good management also involves regularly adding new, standardized, modern equipment with high usage value.
+ Manage the school's existing financial resources well in accordance with the financial management principles of the State and the education sector. At the same time, know how to mobilize and attract other financial resources to build facilities and purchase equipment for educational and teaching activities.
+ Organize the team of teachers, staff and students to perform well the tasks in the school's work program. Encourage and educate the teaching staff to become a united, unanimous, exemplary and cooperative group, supporting each other in work. Educate students to strive to study and cultivate themselves to become excellent citizens.
+ Direct well educational activities according to the educational programs of the Ministry of Education and Training and of educational management agencies at all levels.
+ Manage student learning activities according to the regulations of the Ministry of Education and Training. Including managing learning time and quality, managing students' attitudes and learning methods.
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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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In summary: School Management is the management of the following areas: professional management, human resource management, financial facilities management, educational environment management, and assessment and evaluation activities management.
1.2.4. Secondary School Management

1.2.4.1. Educational objectives of secondary school
According to the 2005 Education Law, secondary education is a level of education within the general education subsystem. Secondary education is conducted over four school years, from grade six to grade nine. Students entering grade six must complete the primary school program, and must be 11 years old [30].
Article 2, Chapter I of the General School Charter clearly stipulates the position: " High school is an educational institution of secondary level, the level following primary level of the national education system to complete general education. High school has legal status and its own seal " [3].
Secondary school is a basic unit under the direct management and direction of the Department of Education and Training. Secondary school is a relatively independent level of education, a bridge between two levels of education, receiving the educational results of primary school to carry out its tasks, building the initial steps for high school education. The goal of secondary education is to help students consolidate and develop the results of primary education; have general education at the basic level and initial understanding of techniques and career orientation to continue studying in high school.
high school, secondary school, vocational school or entering the workforce.
1.2.4.2. Duties of secondary school
Article 3, Chapter 1, Charter of Secondary Schools, High Schools and Multi-level General Schools issued together with Circular 12/2011/TT-BGDDT dated March 28, 2011 of the Minister of Education and Training. The duties and powers of secondary schools are stipulated as follows:
"- Organize teaching and learning and other educational activities according to the objectives and general education programs for junior high school and high school levels issued by the Minister of Education and Training. Publicize the objectives, content of educational activities, financial resources, and results of educational quality assessment.
- Manage teachers and staff according to the law.
- Recruiting and receiving students; mobilizing students to go to school; managing students according to regulations of the Ministry of Education and Training.
- Implement universal education within the assigned scope.
- Mobilize, manage and use resources for educational activities. Coordinate with students' families, organizations and individuals in educational activities.
- Manage, use and maintain facilities and equipment according to state regulations.
- Organize teachers, staff and students to participate in social activities.
- Carry out activities on educational quality assessment.
- Perform other duties and powers as prescribed by law" [3].
1.2.4.3. Secondary school principals and administrators
According to Tran Kiem: in essence, human resource management in schools is to reasonably organize the labor of teachers and students, to influence them so that their behavior and activities meet the requirements of human training.
According to Kieu Nam, “The Principal is the head of the School and is the main organizer of the teaching and learning process. As both an educator and a manager, the Principal is responsible for ensuring the overall development of the School” [23].
According to Article 19, Section 1, Charter of Secondary Schools, High Schools and Multi-level General Schools. The duties and powers of the Principal are stipulated as follows:
"- Building and organizing the school apparatus.
- Implement the resolutions of the School Council.
- Develop the school development plan; develop and organize the implementation of the school year's task plan; report and evaluate the implementation results to the School Council and competent authorities.
- Establish professional groups, office groups and advisory councils in the School; appoint group leaders and deputy group leaders; propose members of the School Council to submit to competent authorities for decision.
- Manage teachers and staff; manage expertise; assign work, inspect, evaluate and classify teachers and staff; carry out commendation and discipline work for teachers and staff; recruit teachers and staff; sign labor contracts; receive and transfer teachers and staff according to State regulations.
- Manage students and student activities organized by the School; review and approve student assessment and classification results, sign and confirm transcripts, sign and confirm completion of the Primary School program for Primary School students (if any) of multi-level general schools and decide on rewards and discipline for students.
- Manage the school's finances and assets.
- Implement the State's policies and regimes for teachers, staff and students; organize the implementation of democratic regulations in the school's activities; carry out the school's educational socialization work.
- Direct the implementation of emulation movements and campaigns of the industry; implement them publicly for the School.
- Receive advanced training, professional development, and enjoy benefits and policies according to the law.
- Responsible to superiors for all assigned tasks" [3].
1.3. Theoretical basis for internal school inspection management
1.3.1. Internal school inspection
1.3.1.1. Internal audit
- Testing is to examine the reality of the matter; it is the process of measuring the set goals with the actual level of achievement of the subject in order to collect feedback information based on which the teaching, education and management processes can be controlled and adjusted. At the same time, through the test results, teachers, learners and management objects can self-control and adjust their learning and working processes.
With the above concept, testing is the process of: Collecting feedback information; Creating feedback channels; Adjusting information; Self-adjusting information of the subject.
Internal audit is the investigation, monitoring, review, control, detection, and testing of the developments and results of activities within the internal scope of the agency or unit carried out by the internal audit department, comparing the actual results with the expected results to be achieved according to the plan, thereby being able to control and adjust the management process to improve the quality and effectiveness of management within the unit.
1.3.1.2. Internal school inspection
Internal school inspection is a professional management activity of the principal (head of an educational institution) to investigate, monitor, review, control, detect, and test the developments and results of educational activities within the school or within the educational institution and evaluate whether the results of educational activities are consistent with the goals, plans, standards, and regulations set forth or not? Thereby promptly encouraging and promoting good aspects, adjusting and correcting substandard aspects to improve the quality and effectiveness of education and training of the school and educational institution.
Internal school inspection activities have been regulated in Article 22 of Decision 478/QD of the Minister of Education and Training, dated March 11, 1993, on promulgating regulations on organization and operation of the education and training inspection system: " Principals of schools and heads of educational and training institutions in the sector are responsible for using the management apparatus and staff in the unit to inspect the implementation of policies, laws, tasks, and plans of individuals and departments under their authority to consider and resolve complaints and denunciations about issues under their management responsibility.
Inspection activities are carried out regularly, publicly and democratically; inspection results are recorded in writing and archived. The Principal or Head must be responsible for these inspection conclusions. If necessary, the Principal or Head of the unit shall establish an inspection team to conduct the inspection.
In schools and units with many teachers, staff, and workers, the Principal or Head of the unit assigns a full-time or part-time staff member to act as an assistant to handle complaints and denunciations.
Principals of general schools, schools and preschool education institutions organize periodic inspections of school teachers » [24].
1.3.2. Subjects and purposes of internal school inspection
1.3.2.1. Subjects of internal school inspection
The subjects of internal inspection of the school include: Organizational and management activities of the unit; pedagogical activities of teachers, civil servants, public employees, and employees in the unit; learning and training activities of learners in terms of knowledge, skills, attitudes, emotions, etc.; inspection of the organization and management of the unit's technical and financial facilities; interactions between elements in the teaching and learning process: Teaching goals, tasks, teaching content, teaching methods and means, teaching organization forms, teachers, students, and results.
1.3.2.2. Purpose of internal school inspection
School audit activities must be regular, comprehensive, and direct to the following subjects:
- For teachers, through planned or regular testing, the school can assess the actual capacity of each individual, thereby advising, promoting, and helping the team to gradually improve their pedagogical capacity, contributing to improving the quality of education.
- For organizations and departments in the school, through checking the contents, comparing with the regulations for the Principal to evaluate the level of task implementation, thereby adjusting the plan, consulting, promoting individuals and groups; the Principal self-checks and self-adjusts the work process... contributing to the implementation of tasks, completing the assigned goals and tasks of the school.
School internal audit activities at the grassroots level must be carried out on the principle that the Head is both the subject of inspection (inspecting subordinates according to the functions and tasks of state management of education, self-inspection) and the object of inspection (publicizing activities and school management information for the school internal audit team to inspect).
1.3.3. Functions and tasks of internal school inspection
1.3.3.1. Internal school inspection function
- Establish a solid feedback channel, providing accurately processed information for principals to carry out effective management activities;
- Control, detect and prevent possible violations;
- Encourage, criticize, correct, adjust, help;
- Assessment and necessary treatment;
1.3.3.2. Internal school inspection tasks
The inspection activity has four basic tasks: Inspection, evaluation, consultation and promotion.
- Inspection: Is to review the performance of the inspected subject's tasks compared with the provisions in legal documents and instructions of management levels.
- Evaluation: Is to determine the level of achievement in performing tasks according to regulations, suitable to the context and subject to classify the test subject.
- Consulting: Is to give comments and suggestions to help the audited subject perform their tasks better and better.
- Promotion: Is the activity of stimulating, discovering, disseminating good experiences, new directions and recommendations to management levels to gradually improve the activities of the inspected subjects, contributing to the development of the national education system.
1.3.4. Content of internal school inspection
- About educational institutions:
Quantity and quality of managers, teachers and staff compared with norms; quantity and proportion of unqualified, qualified and above-standard staff and teachers; training and development work
- Regarding technical facilities:
+ Area of campus, landscape, pedagogical environment; number of classrooms, offices, practice laboratories, department rooms, library, multi-function room, medical room, collective kitchen, boarding and semi-boarding areas, parking area, toilets, playground, practice ground, multi-function house;
+ Teaching equipment, library books;
+ Maintenance and use of technical facilities.
- On implementing the education plan:
+ Admission: implement quotas, number of students for each grade and class;
+ Organize teaching, learning, implement programs, content, and teaching plans;
+ Implement professional regulations on testing, examination, and assessment of student academic performance;
+ Confirm or grant diplomas and certificates of educational institutions;
+ Pedagogical activities of teachers;
+ Implement the contents and programs of ethics, aesthetics, physical education, national defense, vocational training, care and nurturing according to regulations, including planned activities in class, after-school activities, and social activities;
+ Carry out assigned universal education tasks.
- The principal self-examines and evaluates his/her own working style, organizational and management style in the following contents:
+ Develop educational plans; scientific research plans, social service plans;
+ Management of cadres, teachers, employees and learners: recruitment; management of records of teachers, cadres, employees and learners; arrangement and use; training plan for teaching staff;
+ Implement democratic regulations, resolve complaints and denunciations in educational institutions;
+ Inspection work of the head of educational institution according to regulations;
+ Organize teachers, staff, employees and learners to participate in social activities; implement policies for teachers and learners;
+ Administrative, financial and asset management: records, books; revenue and expenditure and use of financial resources; investment in construction, use of technical facilities, preservation of public assets;





![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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