Teaching methods and forms are oriented to promote students' self-study ability. Self-study ability helps students expand many learning opportunities, access new learning resources, and thus have higher interest in learning.
8.2. To develop students' self-study capacity, teaching Tourism Psychology needs to encourage strategies and learning skills that are rich in experience, self-awareness, initiative, cooperation, practice, and reality of students, associated with the characteristics of tourism activities.
8.3. During the training phase, some familiar skills in self-study capacity can be selected to impact. These are the skills of receiving learning information, reviewing skills and self-assessment learning skills. They contribute to developing students' self-study capacity during this phase and later.
8.4. The measures of teaching Tourism Psychology in the direction of developing self-study capacity implemented in the thesis have ensured some basic requirements of developing self-study capacity. That is, using specialized seminars to improve theoretical awareness, using practical exercises and projects to enhance experience, cooperation and practice, using research topics to support high-level learning skills with appropriate techniques.
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Theoretical Basis and Practical Experience on Sustainable Tourism Development of a Provincial Locality -
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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Theoretical and Practical Basis for Sustainable Tourism Development -
Theoretical Basis of Tourism Destination Marketing -
Research on theoretical and practical basis of developing high-quality human resources to form a knowledge-based economy in Vietnam - 27
9. New contributions of the thesis
9.1. The thesis has specifically described important learning skills in modern learning conditions, including: learning information reception skills, review skills, and self-assessment learning skills as basic components of self-study capacity.

9.2. Through the investigation of the current situation of teaching Tourism Psychology, it was discovered that although teachers and students clearly recognize the role of Tourism Psychology in tourism activities, there are still many limitations in terms of content and teaching methods. Some content elements are still vague such as Tourism Labor Psychology, Tourism Cultural Psychology, Tourist Behavior Psychology, etc. and the content of Tourism Psychology still has too many general parts. Teaching methods still mainly focus on theory, with little experience and solving practical problems.
9.3. Proposed 4 methods of teaching Tourism Psychology focusing on the theory of knowledge, theory of self-study, experience and practice of psychology, training knowledge through research on topics, topics, performing practical exercises and learning projects.
10. Thesis structure
In addition to the Introduction, References and Appendix, the thesis includes 4 chapters:
Chapter 1. Theoretical basis of teaching Tourism Psychology at university towards developing students' self-study ability
Chapter 2. Current status of teaching Tourism Psychology towards developing students' self-study ability at some universities
Chapter 3. Teaching methods of Tourism Psychology at university aim at developing students' self-study ability
Chapter 4. Scientific Experiment
Chapter 1. THEORETICAL BASIS OF TEACHING TOURISM PSYCHOLOGY AT UNIVERSITIES AIMING ON DEVELOPING STUDENTS' SELF-STUDY ABILITY
1.1. Overview of research problem
1.1.1. Studies on self-study and development of self-study capacity
Basic ideological and theoretical issues about self-study and NLTH have been studied for a long time in works of the world and Vietnam. The common international terms used to refer to the concept of self-study and NLTH are Independent Learning, Self-regulated Learning, and sometimes Self-directed Learning, Self-managed Learning. The philosophical origin of self-study comes from the works of J. Dewey [125], A. Bandura [117] in Social learning theory,
A. Maslow [130] in Human Needs Theory. Up to now, self-learning has become the central category of informal learning, learning society, distance education, adult education and lifelong learning.
Ablard, K.E. and Lipschultz, R.E. (1998) [113], Linder, Reinhard W., Harris, Bruce (1992), Schunk DH (2000) [141], (2001) [141], (2005) [142],
Zimmerman, B. (1990) [141], (2001) [152], (1989) [141] studied the characteristics of self-study in good students and their correlation with academic achievement. Allan, B. and Lewis, R. (2001) [115] emphasized the independence of self-study, the characteristics of Independent Learners and affirmed that independence is prominent. The study also showed that many high school students still lack understanding of self-study and basic learning skills. Madalena Mo ching Mok, Cheng, Yin Cheong (2001) [66] deeply explained the phenomenon of self-study, providing favorable conditions for students to experience and become more active. The self-study process is more favorable by exploiting and using
Internet and information technology in the teaching and learning process, building an open learning environment, considering these as important factors in the self-study theory that you proposed. The meaning drawn from the theory can contribute to transforming the educational model in the current educational reform around the world. The ideas about human self-study in the 21st century have been proposed by you.
Report from 2000 at the European Conference on Educational Research ( ECER)
20,001 held on September 20-23, 2000, in Edinburgh, Scotland ). It emphasized the change in learning models, so that young people can learn for life, such as: shifting from a teacher-centered teaching model to a student-centered teaching model; from knowledge limits in textbooks to learning resources including community experiences, Web-based learning, software, networks and e-learning systems.
Some other studies by ates, I. and Wilson, P. (2002) [119]; Bates,
I. and Wilson, P. (2003) [120] pointed out the influence of family environment in educating students' self-study ability. Boekaerts, M. and Niemivirta, M. (2000) [123], Boekaerts, M. (1997) [123], Garcia, T. (1995) [123], Pintrich, P.R. (1999) [133], (2000) [123], (2004) [123], Rheinberg, F., Vollmeyer, R. and Rollett, W. (2000) [123] , Schunk, DH (1990) [123], Virginia Smith Harvey, Louis A. Chickie-Wolfe (2007) [144], Winne, PH and Perry, NE (2000) [123], Wolters, CA (1998) [147] and (2010) [148], Wolters, CA, Pintrich,
PR and Karabenick, SA (2003) [149], Birenbaum, M. (2002) [123] studied the issues of purpose, motivation, needs of self-learners, strategies for developing self-learning ability and methods of measuring and evaluating self-learning ability from the perspective of social and cultural cognition.
In Vietnam, President Ho Chi Minh had very valuable opinions on the issue of self-study and how to self-study. When giving instructions on how to study, he wrote: "Take self-study as the core, with discussion and guidance to help" [123]. He put forward a principle in self-study: to learn to the point, practice and practice to that point. It is possible
Self-study is a great idea of President Ho Chi Minh about learning methods, valuable instructions and profound experiences drawn from his own example of self-study.
His legacy and success still hold great value today.
During the 60s, the idea of self-training was applied at Hanoi Pedagogical University [cited in [123] with a new teaching and learning style whose core was the slogan of turning the training process into a self-training process. Next were articles published in educational magazines by Nguyen Ky [123]; Tran Hung Quan [123]; Pham Minh Hac [123] mentioning the role and importance of self-study, considering self-study to be a beautiful cultural trait in the personality of each person and of the whole community.
By 1998, the issue of self-study was raised to a new level and became one of the key issues of education and attracted much attention from the Party, the Government and all people in society. Also in this year, the workshop "Research and development of self-study and self-training" was held in Hanoi. After that, the Education Magazine No. 2/1998 published a special issue publishing a number of
Typical papers in the conference, such as: "The issue of self-study - self-training" (excerpt from the scientific research conference of General Secretary Do Muoi; "Self-study - a golden key" by Phan Trong Luan; "For the creative self-study capacity of students" by Nguyen Nghia An.
Especially in the past 10 years, the issue of self-study and self-study capacity has been systematically researched by many theses, dissertations, monographs, and books, aiming to solve the following problems:
Identify the concept of self-study, the essential principles of self-study, experience in training NLTH, the role of self-study in personal and social development, theoretical aspects of self-study, conditions of self-study and emphasize self-study as a capacity with biological, psychological and social foundations. These contents are shown in the studies of Nguyen Canh Toan [9],
[94], [96], Nguyen Ky, Ui Tuong, Vu Van Tao [95], Dang Thanh Hung (1999) [49], [51], [52], [55].
Discussions on the issue of developing mathematical competence in teaching some subjects in high schools and universities, such as: studies on developing mathematical competence in teaching Mathematics at pedagogical universities [5], [13], [37], [64], [88], [89], [90], [102] mentioned self-study of Algebra and Mathematics program at primary pedagogical universities, research on self-study of Mathematics teaching methods at pedagogical universities, proposed measures to develop mathematical competence mainly based on promoting learners' initiative in thinking, discovering and solving problems. Training learning skills in the direction of developing self-study skills and self-study for Chemistry students at university [21], [26], [106], [41], [92] has described how to design and reorganize learning content, use a combination of teaching methods and technical means, and rely on constructivist assessment to develop chemical self-study skills in high school. In Physics teaching, there are studies [1], [24], [35], [61], [100] related to proposing self-study skills and using
Exercises, using websites, using specialized documents to develop students' learning ability. In teaching other subjects, there are also some studies on developing learning ability. These are works on teaching Biology and Geography [39]. In particular, the issue of developing students' learning ability is of great interest in teaching Pedagogy at pedagogical schools [19], [38], [69], [93], through practical activities, pedagogical internships; using e-learning to support students in self-study and developing learning ability; teaching students self-study skills in Pedagogy; considering self-study from the perspective of teaching management, proposing measures to practice self-study skills through seminars and Pedagogy exercises.
Domestic and foreign studies on human resources learning and developing learning capacity and solving problems:
- Use teaching methods and techniques such as seminars, exercises, practice, reading comprehension of textbooks, etc. to train learning skills as a foundation for self-study of students.
- Apply and exploit the advantages of IT, e-learning and the internet to support self-study, encourage needs and enhance learning capacity.
- Use active learning strategies such as cooperative learning, inquiry learning, etc. and design learning materials and assessments to encourage learners' interest in learning.
Research topics:
- Many studies discuss the formation of self-study capacity for high school students, but the content of self-study capacity for these subjects has not been clearly defined, but only discusses the manifestations of self-study capacity in the process of learning those subjects.
- Criteria for measuring and evaluating the level of self-study capacity formation are very necessary in the process of education and self-study capacity formation. However, this issue has not been clearly defined in studies on self-study so far.
- There is no work that solves the problem of NLTH completely in terms of concept, most of them talk about positive learning skills. Moreover, there is no work that studies this problem in teaching Psychology in general and Tourism Psychology in particular.
1.1.2. Research on teaching Tourism Psychology towards developing self-learning ability
Research on TLHDL and tourism management in general is very rich [127], [22], [23], [20], [114], but the issue of teaching TLHDL is still little considered, not only in Vietnam but also in the world. Some articles and theses discuss teaching psychology but in general aspects such as Do Thi Chau (2008) [15] studying teaching Psychology through seminars and situations, Nong Thi Hieu (2014) [36] discussing the use of IT to teach Psychology,
Pham Thanh Hai (2000) [32] examined the use of poetry and proverbs in teaching Psychology, Nguyen Huu Long (1987) [73] discussed teaching psychological concepts, Nguyen Thi Tuyet Mai (2013) [75] discussed teaching managerial Psychology, Nguyen Thi Ich Phuong (2013) [84] used role-playing techniques to teach general Psychology, Tran Thi Xuyen (2008) [112] built a discussion process in teaching Psychology, Huong Tra (2012 [99] designed and used crossword puzzles in teaching Psychology, etc. There is only one thesis study by Nguyen Huu Long (1987) that specifically examined the issue of teaching basic concepts of general Psychology including Sensation, Perception, Thinking and Imagination.
The lack of research on teaching TLHDL may be due to the fact that this field is often mixed with Management Psychology, Business Psychology, Customer Psychology and even Cultural Psychology. On the other hand, the issue of teaching Psychology is often only mentioned in the overall teaching of NVSP in pedagogical schools, of which Psychology is a component. However, Psychology in NVSP is general or Educational Psychology and is not related to TLHDL, and it is not a core component of NVSP. Based on the above analysis, we see that:
- TLHDL is a new issue in Vietnam, there are not many scientific works mentioning and researching, especially research on how to teach and learn this subject in the teaching process.
- The knowledge of the subject is important and has a fundamental influence on the process of forming professional capacity for tourism students (Tourism Management, Travel Management, Tour Guide, Tourism Culture).
- The TLHDL subject program taught in universities is not highly unified; the teaching methods of teachers have not fully exploited the applicability of knowledge.


![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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