Project Report by Group #04

8/3/2019 Project Report by Group #04

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Group # 04

Group Members:

Rameez Hassan Rana (014)

Muhammad Bilal (019)

Amna Kiran (025)

Sara Khan (101)

PROJECT REPORT ON: PROCESSES A ZONG CUSTOMER FOLLOWS WHEN HE/SHE

SWITCH FROM HIS/HER PREVIOUS NETWORK TO ZONG



EXECUTIVE SUMMARY

In 2005, the usage of Cellular Mobile Networks increased like tsunami, and from 2008-

2011 it increased by 5% and now the usage percentage is constant i.e., 60.4% of totalpopulation. According to the survey of PTA, among total users of mobile networks, 97%

users are using prepaid package. So we can ignore the percentage of postpaid

customers.

After giving the overview of PTA and prepaid customers, now come to the agenda of

this Project. As ZONG (CMPAK) is the latest cellular network in Pakistan (despite of the

fact that it merges and come up with new name), that¶s why we are focusing on it in

various aspects;

y Quality of Services (QOS) in the perception of their customer.

y Primarily our focus on those customers who switched their networks to ZONG,

because those customers can give and provide a broad picture of ZONG about

QOS of ZONG

Voice Quality of ZONG

SMS success Rate

Call Completion Ratio

Call Connection Time

End to End SMS delivery

Customer complaints

This study also can help us in determining the psychology of switch customers whether

they switch their old network with reason or without any reasons, it also can determine

whether they switch from ZONG or not (High Dogmatism/Low Dogmatism Personality )?



OBJECTIVES

Our objective of this study is to;

y Implement the concepts of Consumer Behavior on our study like:

Involvement in this purchase

Evaluation of alternatives

Internal search vs. External search

Arousal of motives

A Trio of needs.

y Check the Personality (Trait Theory) of Switching Customers ( Generic Goals vs

Product Specific)y Check ZONG¶s credibility/unique value among its customers

y Check Pre-purchase Behavior (heard from anyone or its entirely their decision)

y Examine Rate of Usage

y Check Post purchase Behavior



METHODOLOGY

In this project we are using Qualitative Research which aims to achieve an in-depth

understanding of a situation, whether it explains why a person entering in a purchasingphase or explains why some advertisements make us laugh and contribute to our

brands.

In Qualitative research;

y The focus of research is to understand and interpret

y There is a high researcher involvement or it act as a catalyst

y Purpose is In-depth understanding and theory building

y Sample size is small

y Sample design is Non-Probability, because we can¶t imagine the interviewee¶sperception

y Data analysis is primarily non-qualitative

In this research we¶ll focus on individual interviews and types we¶ll use here are;

y Unstructured Interview

y Semi-structured Interview

Because

y They rely on developing a dialog between interviewer and participant.y Require more interviewer creativity

y Use the skill of interviewer to extract more and a greater variety of data

y Use interviewer experience and skill to achieve greater clarity and elaboration of

answers

We also are doing Projective techniques like;

y Brand Mapping (participants are presented with different brands and asked to

talk about their perceptions, usually in relation to several criteria)

y Sentence completion (participants are asked to complete a sentence like ³Pakistan has several cellular networks)



Buying Process Chart



PROFILE OF RESPONDENTS

Respondent #01

Demographics

Age: 29

Gender: Male

Family members using Zong: All

Friends using Zong: Majority

Occupation: Receptionist

Psychographics

Did you have any Problem in Previous Network?

Response: Yes.

If yes, what was that?

Response: It was too expensive.

In free time you like to?

Response: Study & Play Cricket

You like to call or SMS?

Response: Both.

When you recognized that you have to switch your network?

Response: It was 2005 when I felt that I should change the SIM.

Then you chose ZONG, any research behind this decision?

Response: My friend introduced me to Zong so I felt it was good for me.

Geographic

Lives in Shalamar Lahore

Works at: UET Lahore

Education level Bachelors (Continue) from Virtual University



PROFILE OF RESPONDENTS

Respondent #02

Demographics

Age: 24

Gender: Male

Family members using Zong: None

Friends using Zong: Many

Occupation: Entrepreneur

Psychographics


Response: Yes.


Response: My credit finished too soon


Response: Chat with friends, Gym


Response: Both.


Response: Last year when I realized that my friends had Zong and I had problems to reach

them


Response: My friend introduced me to Zong & I also saw advertisements of Zong, they helped

me through it

Geographic

Lives in Lahore Cantt

Works at: Own place in Cantt

Education level Intermediate



Respondent #03

Demographics

Age: 20

Gender: femaleFamily members using Zong: None


Occupation: student

Psychographics


Response: No


Response: ----


Response: watch television


Response: sms


Response: I liked to try new offerings as I am an innovator.


Response: No but its advertisement are very much appealing.

Geographic

Lives in : Johar Town, Lahore

Works at: ----

Education level: undergraduation (continue)



Respondent #04

Demographics

Age: 21

Gender: femaleFamily members using Zong: one of them


Occupation: student

Psychographics


Response: Yes


Response: Their call rates are very much expensive


Response: Gardening


Response: call


Response: when I ran short of money because of consuming more and more cards on my

previous network


Response: No, I just heared it from my friends about its lowest call rates.

Geographic

Lives in: Faisal Town, Lahore

Works at: ----

Education level: Under graduate



PROCESS & INFLUENCE

1. Need Recognition:

It is the first step of buying process in which customer getsaware of its need. In the project, the main reason of switching from other

connection to Zong is low rates. We had two professionals and two students for

interviews but there was no big difference in need recognition between the two

categories. They had following need recognitions:

Expense:

Professional class as well as students does not like to pay more and

get less in return, they like to get value for their spending & this arise need

recognition in their mind. Students especially want same or better packages for

lesser amount of money.

Friends & Family:

The second main reason is the network used by friends and

family. All the respondents told that the major factor of conversion was their

friends or family & they had to follow them. They need to switch is obvious when

Zong offers lower call rates & friends already have Zong.

Value for Money:

One reason of need recognition was cost benefit analysis

of existing offers as compared to Zong benefits told by the friends and

advertisements. One of the interviewee told us that the factor for need

recognition was

Advertisements:

One of the interviewee told us that he liked Zong ads and

these ads appealed him to switch the network. The ads made him aware that his

network was not so good in calling rates so it make him aware of the need to

change.



2. Information Search:

After need recognition, customer clarifies the options to which he can depend on to take

decisions.

a) Internal Search:

Internal search is the customer¶s self organized search or

knowledge of the product; the respondents were not interested to undergo

excessive research like surfing on the internet or going through some research

techniques.

b) External Research:

The respondents were very much interested in following

external sources like friends, advertisements and word of mouth by social

references.

-Friends:

Friends were the authentic and practical example as they guide the

new users through their experience. They play a major role in exposing product¶s

image to the customer. These customers in our project mostly depended on their

friends for primary research about network. It is common in both students and

professionals.

-Advertisements:

Advertisements can create a positive as well as negative

image of product, three of the respondents got bit of idea from the

advertisements but one professional did not experience any advertisement but

totally depended on suggestion.

-Comparisons:

Comparison is the key source of information search. All the

participants have gone through comparisons to judge the network. They

compared package information of different networks with Zong so this

information search helped them making their final decision.



Evaluation of Processes:

After applying our theoretical knowledge into practical findings, we have found out some

interesting facts. We have compared the buying process given in the book with the

actual buying process and we came to know that there was almost no difference

between them; more or less they were same. The customers did go through all the

stages of buying process but with different sequence or some time different frame of

mind. The customer did have problem recognition in from of over Expense, Friends &

Family network, Value for Money (cost & benefit) and Advertisements. Then the

customer did information search as per his/her desire. Then the customer did evaluation

of available alternatives to choose the best alternative or the one he favors as a result of

his personal rankings. Our respondents chose the alternative that was giving them bestmonthly package (calls & sms) and it consumes Rs 300 in total.

Then according to the 4th stage of buying process the customer will buy the product and

then evaluate his decision, the participants upon asking told us that they have been

through the decision and had after purchase anxiety to some extent.

At the end we evaluate the theoretical buying process model as a key for customer

buying decisions.



The following process model will explain our observation more precisely.

BUYING PROCESS

(A) Experience (if Bad)

(B) Information of best alternate

(C) Get best alternative

(D) Use it

(E) Expectation= Benefits= satisfaction

(F) Post purchase behavior (if bad)

(G) Complaint or not

(H) Decision box (continue using or leave it)

(A)

(B)

(C)

(D) (E)

(F)(G)

(H)



Observations:

As we have conducted the focus group, we come to a conclusion that most of them

didn¶t go through all the 5 stages of consumer buying process. As this is an impulsebuying so the customer didn¶t think in depth before making a decision about buying this

network. The friend¶s opinion mattered a lot in whole purchase. We found happy in fact

delighted customers as they say that their monthly expense was 300-500 due to the

packages offered by the company. Some of them switch their network just for being in

the list of innovators. And after using those offerings they will be able to judge either

they are satisfied or dissatisfied or they have cognitive dissonance. Some of the users

are satisfied and they consider it one of the best decisions. And some of them face

cognitive dissonance. Some of the user¶s complaints about the problems that they face

in this network and others just stay quite. We came to know that there was a delight in

accordance with satisfaction level among participants. An interesting thing we found outwas customers do not like to recharge again and again but they prefer to load the credit

once and use it for the whole month & it is the factor due to which they continue with

Zong.

The other thing is Zong is good in retaining customers and creating loyalty. Zong

continues to make loyal customers now by introducing Zong Manchester United SIM as

club fans are most loyal people and football has certain following all over the world.

Project Report by Group #04

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