brand audit pia . grp 3

BRAND MANAGEMENT

BRAND AUDIT REPORT

PAKISTAN INTERNATIONAL AIRLINES

SUBMITTED TO:

MS. YASMIN ZAFAR

SUBMITTED BY: GROUP 3 MBA- 4 (GRADUATING BATCH OF 2011

ADEEL AHMED [F092-MBA-10002] KHURAM AWAN [F092-MBA-10022]

MUHAMMAD MOHSIN JAVED [F092-MBA- 10031] RAJA IMRAN [FO92-MBA-10043]

MUHAMMAD HASAN [F092-MBA-10028) DATE: 11 APRIL, 2011

BRAND MANAGEMENT [BRAND AUDIT OF PAKISTAN INTERNATIONAL AIRLINES]

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DEDICATION

This report is dedicated to our great mother land Pakistan, our beloved

Institute of Business Administration, Karachi, Our national asset

Pakistan International Airlines, our loving teacher Ms Yasmine Zafar,

to all the project groups members who devoted tremendous efforts and

time towards completing this report & to Greatest of all God Almightly


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Table of Contents

Dedication ………………………………………………………………………………………………………………………. 2

Table of Contents…………………………………………………………………………………………………………………………… 3

Executive Summary……………………………………………………………………………………………………………………….. 5

1 Introduction…………………………………………………………………………………………………………………………….. 6

1.1 Brand Audit……………………………………………………………………………………………………………………….. 6

1.2 Introduction To PIA……………………………………………………………………………………………………………. 7

1.3 Objective of Study……………………………………………………………………………………………………………… 8

1.4 Target Audience ………………………………………………………………………………………………………………… 8

2 Research Methodology…………………………………………………………………………………………………………….. 9

2.1 Introduction ……………………………………………………………………………………………………………………….. 9

2.2 Research Methodology……………………………………………………………………………………………………….. 9

2.2.1 Qualitative Element ……………………………………………………………………………………………….... 9

2.2.2 Quantitative Element ……………………………………………………………………………………………….. 9

2.3 Sample Design……………………………………………………………………………………………………………………… 9

2.3.1 Target Population…………………………………………………………………………………………………… 9

2.3.2 Sample Selection……………………………………………………………………………………………………. 9

2.3.3 Sample Size…………………………………………………………………………………………………………… 10

2.4 Research Instrument………………………………………………………………………………………………………… 10

2.4.1 Research Instrument Construction…………………………………………………………………………10

2.4.2 Instrument Reliability & Validity…………………………………………………………………………… 10

2.5 Procedures………………………………………………………………………………………………………………………… 11

2.6 Summary…………………………………………………………………………………………………………………………… 11

3 Industry Perspective ………………………………………………………………………………………………………………. 12

3.1 Core & Supplementary Services………………………………………………………………………………………. 12

3.2 Services Provided by Pakistan Airline Industry…………………………………………………………………. 14

3.3 Brand Model for Airlines…………………………………………………………………………………………………... 15


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4 Brand Audit & Service Quality……………………………………………………………………………………………….. 16

4.1 Introduction……………………………………………………………………………………………………………………. 16

4.1.1 Objectives of Brand Audit on PIA……………………………………………………………………….. 16

4.1.2 Scope of Brand Audit…………………………………………………………………………………………. 16

4.1.3 Service Quality Report………………………………………………………………………………………… 16

4.1.4 Industry Review…………………………………………………………………………………………………… 17

4.2 Consumer Analysis…………………………………………………………………………………………………………... 17

4.2.1 Needs & Wants……………………………………………………………………………………………………. 17

4.2.2 Trends & Motivation……………………………………………………………………………………………. 18

4.2.3 Perception & Attitudes………………………………………………………………………………………… 18

4.2.4 Segmentation & Targeting…………………………………………………………………………………… 18

4.3 Competitors Brand Analysis……………………………………………………………………………………………… 19

4.3.1 Competitors Brand Inventory……………………………………………………………………………… 19

4.3.2 Competitor’s Brand Strength & Weakness………………………………………………………….. 21

4.4 PIA Brand…………………………………………………………………………………………………………………………. 21

4.4.1 Brand Characteristics …………………………………………………………………………………………. 21

4.4.2 Pricing………………………………………………………………………………………………………………… 21

4.4.3 Distribution………………………………………………………………………………………………………… 21

4.4.4 Communication………………………………………………………………………………………………….. 22

4.5 Brand Inventory………………………………………………………………………………………………………………. 22

4.5.1 Brand Element ………………………………………………………………………………………………….. 23

4.5.2 Criteria for Choosing Brand Elements………………………………………………………………… 23

4.5.3 POP’s & Pod’s…………………………………………………………………………………………………….. 24

4.5.4 Core Brand values……………………………………………………………………………………………... 24

4.5.5 Signs, Slogans, Symbol, URL ……………………………………………………………………………… 24

4.6 Service Quality………………………………………………………………………………………………………………. 25

4.6.1 ServQual: An Introduction………………………………………………………………………………… 25

4.6.2 Service quality in Context of Airline Industry……………………………………………………. 25

4.6.3 ServQual Research Objective…………………………………………………………………………… 26

4.6.4 ServQual Results……………………………………………………………………………………………… 27

4.6.5 Conclusion from ServQual Analysis………………………………………………………………….. 31

4.7 Consumer Perspective & Recommendations………………………………………………………………… 32

4.7.1 What deeply held perceptions and benefits create the true meaning of brands and

products?.................................................................................................................. 32

4.7.2 Can set strategic direction for the brand……………………………………………………………… 32

4.7.3 Customer Based Brand Equity Model (CBBE)……………………………………………………….. 34

4.7.4 Limitations of the Research…………………………………………………………………………………. 33

4.8 Brand Exploratory…………………………………………………………………………………………………………… 36

4.9 Survey Questionnaire........................................................................................................... 67

4.10 Bibliography…………………………………………………………………………………………………………………… 68


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Executive Summary

PIA is the oldest airline and national flag carrier of Pakistan. It is a huge business

having high potentials for growth. The infrastructure is competitive and it has well-

maintained aircrafts. Due to its distinct image of national airline, PIA is able to

charge higher fares than other local airlines. It has several advantages over its local

competitors e.g. due to its business size it has more geographical coverage both

domestically and internationally, it operates in different classes thus able to target

different segments.

This Brand Audit & Service quality report serves an important objective of

evaluating the people`s perspective about PIA, Its brand, deeply held brand

perceptions, Its recall in its target Market, services. Simple research methods and use

of questionnaires have been employed as research tools for gathering the

opinionated people`s pole. It has been taken into importance that people all walks of

life shall be taken on board so that a macro version can be drawn.


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1 INTRODUCTION

1.1 Brand Audit:

Auditing is more of an accounting term. It is associated with review, check,

inspection, appraisal and assessment. Over time every profession adopts this

term to check efficiency or otherwise of their systems, professionals. As brand

begins to grow, it will be needful to conduct brand audit.

Brand audit helps to know when to invest in building the brand and when to

assess the impact of the brand investment. Brand audits also help to check brand

awareness, brand knowledge as well as visibility and perception. In addition to

the above brand audit will aid proper understanding of brand equity.

A brand assessment provides a breakdown of an organization's brand and its

brand management and marketing effectiveness. It assesses a brand's strengths,

weaknesses, opportunities, and threats. It identifies brand development

opportunities including those achieved by brand repositioning and brand

extension. The audit should result in recommendations to improve brand equity,

brand positioning, and brand management and marketing effectiveness.

We have chosen PIA for our brand audit report. It our national flag carrier and the

first connect of the Pakistan to the world. We will assess PIA on above mentioned

purpose. This will provide us with a comprehensive study of the deeply held

perceptions that are associated with PIA in its target market. We will also assess the

present condition of this brand and will recommend some solutions to the existing

problems with PIA as brand.

The report will cover following;

Brand Audit of PIA

Service Quality (ServQual Report) of PIA


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1.2 Introduction to PIA:

When Pakistan was founded in 1947 it comprised two territories on either side of the

expanse of India. It was in this unusual circumstance that Pakistan International was

formed. Despite wars and economic trouble, the carrier survived to grow and

prosper. Today it maintains a sizeable international route network, in addition to its

services closer to home, with a modern and expanding fleet

Pakistan International Airlines Corporation, commonly known as PIA, is the flag

carrier airline of Pakistan. The airline, with its head office on the grounds of Jinnah

International Airport in Karachi, is one of the most recognizable airlines in Asia and

operates scheduled services domestically and internationally. PIA has been ranked

as a 3-star airline by Skytrax, the world's official airline and airport reviewer.

Domestic Route Network:

Bahawalpur, Chitral, Dalbandin, Dera Ghazi Khan, Dera Ismail Khan, Faisalabad,

Gilgit, Gwadar, Hyderabad, Islamabad, Karachi, Lahore, Moenjodaro, Multan,

Nawabshah, Panjgur, Peshawar, Quetta, Rahim Yar Khan, Sialkot, Skardu, Sukkur

and Turbat.

International Route Network:

An Asian and Pacific Rim element to destinations including Bangkok, Beijing, Delhi,

Dhaka, Hong Kong, Kabul, Kathmandu, Kuala Lumpur, Mumbai and Tokyo; a

European element to destinations such as Amsterdam, Barcelona, Birmingham,

Copenhagen, Istanbul, Leeds-Bradford, London, Manchester, Moscow, Oslo and

Paris; a Middle Eastern element to destinations such as Abu Dhabi, Al Ain, Bahrain,

Dammam, Doha, Dubai, Jeddah, Kuwait, Muscat, Riyadh, Sharjah and Zahedan; and

a North American element with destinations such as Chicago, New York and

Toronto.

The airline's secondary bases include Peshawar, Faisalabad, Quetta, Sialkot and

Multan, from which it connects the metropolitan cities with the main bases, the

Middle East and the Far East. The airline is owned by the Government of Pakistan

(87%) and other shareholders (13%).


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1.3 Objective of study

PIA has glorifying history; it remained in top 5 airlines of the world from several

decades. It was known for its expertise, hospitality and excellent service, still today

our pilots and engineers are famous for their technical expertise. PIA has also

credited for the development of today‟s most successful airlines of world like

Emirates and Singapore.

People feel privileged to be associated with PIA. Most importantly it is the national

flag carrier, it was nation‟s pride. But for the past two decades both its service level

and popularity has been declined a lot. Today, people do not feel in the same way as

they did in the past. The nations pride became nation‟s burden.

The objective of this research report is to evaluate the people`s perception about the

brand PIA and its alternatives working in the air travel services in Pakistan to

understand sources of brand equity for PIA.

1.4 Target Audience

The target audience for this study includes people from all walks of like. It includes

corporate personnel, businessman, students, housewives or even a person who has

never travelled by PIA.


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2 RESEARCH METHODOLOGY

2.1 Introduction

The research methodology employed in this study is in accordance with standard

research studies. And due care has been taken to come up with valid results that can

be used to help build the brand.

2.2 Research Methodology

2.2.1 Qualitative Element

We had a focus group meeting with officials of PIA and had a brief conversation

about the branding of PIA.

2.2.2 Quantitative Element

Quantitative part of the research is based on questionnaires. The objective of the

questionnaire is to measure the Brand Exploratory features of the research.

*A sample questionnaire is attached at the end of the report for reference.

2.3 Sampling Design

2.3.1 Target Population

The target population includes people from corporate world, self

employed/business man and students.

2.3.2 Sampling Selection

Due to the shortage of time and lack of resources, the non-probability

convenience sampling is used in this study.


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2.3.3 Sample Size

To ensure the reliability of the data, the sample size of 30 respondents is

selected.

2.4 Research Instrument

2.4.1 Research Instrument Construction

A blend of qualitative and quantitative questions has been used to fully gauge

the perception and attitude of the target respondents for the Brand PIA.

2.4.2 Instrument reliability and validity

The instrument is reliable in that it contains specific questions for the required

objectives. The open ended questions do not lead the respondent to a

particular response and the closed-ended questions are provided with specific

categorical options. The validity of the questionnaire can be judged by the fact

that it is given to the potential respondents.


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2.5 Procedures

i. Data Collection and Screening Procedures

Data has been collected through research questionnaires. For this purpose 30

questionnaires, containing open-ended and closed ended questions, are

distributed among the target respondents.

ii. Data Entry and Re-checking Procedure

SPSS 17 software has been used to enter data. The data was periodically

entered into the spread sheet parallel to the data collection procedure. After

entering whole of data we made a thorough check for systematic and logical

errors.

2.6 Summary

In order to achieve the study objectives, a painstaking effort has been made to

construct a questionnaire in which every question corresponds to the

objectives. To have a full insight the questionnaire contains open-ended as well

as closed-ended question. Reliability and validity has been taken care of by

employing relevant procedures. In the end data is entered in and analyzed

through SPSS 17 software tool.


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3 INDUSTRY PERSPECTIVE:

What do we mean by a service “product”? A service product consists of two Components, the Core Product and Supplementary Services. The core product is based on the core set of benefits and solutions delivered to customers. These are usually defined with reference to a particular industry like healthcare or transportation. Surrounding the core product is a variety of service-related activities called Supplementary services. Supplementary services augment the core product by facilitating its use and enhancing its value and appeal. The supplementary services often play an important role in differentiating and positioning the core product against competing services.

3.1 CORE PRODUCT & SUPPLEMENTARY SERVICES:

I) CORE PRODUCT:

The core product of the airlines industry is the service of transporting passengers and goods to different destinations. This is supplemented by various other services mentioned ahead. There are two main elements in Core services:

I. In Flight Services II. Ground Services

The services provided inside the flight include the core service of travel, crew, ambience and comfort, in-flight entertainment etc. This is highly variable across competitors as per brand and different classes of travel.

The on-the-ground services include efficient service at reservation counter, transport to the airplane, efficient checking of baggage, waiting lounges a convenient airport with car parking facilities, , duty free' shopping quick and, etc. Although the physical infrastructure part of the on ground services are usually maintained by the airports authority.


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II) SUPPLEMENTARY SERVICES

Information: Up to date information regarding flight schedules, ticket fares, promotion schemes, new policies and systems, etc are available to customers. Consultation Airlines are suggesting and designing products like packaged tours to the customer. Also, providing the customer with various options regarding the route of flight, in-flight cuisine & benefits asks them to play a role of consultant. Order taking The order taking procedure is essentially the booking procedure of the airlines. The important aspect to be noted here is that the procedure should be smooth, easily understood and fast. Also provision of instantly updated information about availability of seats and fares is required. Hospitality & Caretaking With the increased competition today hospitality has emerged as a key-differentiating factor. It is tested right from the time of booking till the post flight help extended. It also includes safeguarding the baggage. Billing & Payment Billing options available to the customer are plenty including credit card & travelers cheque. Airlines use the open account system with their corporate clients. Frequent fliers are also given special payment privileges.


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3.2 Services Provided by Pakistan Airline Industry: There are three players in the local Airline Industry of Pakistan

1. PAKISTAN INTERNATIONAL AIRLINES 2. AIRBLUE 3. SHAHEEN AIR

They provide three main category services:

I. Air Travel II. Cargo Services

III. Special Operations (Charter Services, Hajj & Umrah Operations, State Officials Transportation)

23 5 3

40 3 6

Core Services Cargo Services Special Services Core Services Cargo Services Special Services Core Services Cargo Services Special Services

Cabin Services Goods Hajj Operation Core Services Goods Charter Services Cabin Services Goods

E-Ticketing SpeedEX Umrah Operation Cabin Services E-Ticketing

Online Bookings Online Booking Charter Services E-Ticketing Online Bookings

E- Check In E- Check In E- Check In

Frequent Flyer State Offical Vists Online Bookings Catering

Catering Customer Care

Customer Care Lounges

News Papers Online Discounts

PIA Magzines

Vip Lounges

Vvip Lounges

Paid Protocol

Online Discounts

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3Pakistan International Airlines Airblue Shaheen Air

Local Destinations

International Destinations

Local Destinations Local Destinations

International Destinations International Destinations


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3.3 Brand model for Airlines

Branding of airline industry has to be based on delivering on its promises, long term

customer engagement and continuous innovation in its services. For the airlines to

build a brand image consistent with these, the following brand model proposed:

1) Brand Expectation Making an authentic promise

2) Brand Experience Keeping the word

3) Brand Expression Engaging the customer

4) Brand Externalities Dealing with industry uncertainty

5) Brand Extensibility Staying consistent over time

6) Brand Awareness Advertisement and Marketing

7) Pricing Model Value for Money


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4 BRAND AUDIT & SERVICE QUALITY REPORT

4.1 Introduction

4.1.1 Objectives of Brand Audit on PIA

Corporate or Family Brand Tracking: PIA is an air travel service provides. The

target market of PIA is corporate/premium customers, up and coming

professionals and VFR traffic (from children to grandparents). Therefore the

objective of the brand audit is decided to track the perception and attitude of

the target market.

4.1.2 Scope of Brand Audit

Target Audience: The target audience for the Brand Audit of PIA is

mostly young and mid-level corporate professionals in the age

between 25-35 years. Students, who will soon join the job market, are

also a large part of target audience. Veteran professionals and

housewives are also included in the target audience. The selected

target audience is consistent with the target market of PIA.

Geographical Boundaries: Due to limited time and resources, the brand

audit is conducted within the Karachi city.

4.1.3 Service Quality Report:

As Airline industry is a service industry it is very important to measure

the services quality of the Services being provided by the airline

industry. SERVQUAL is based on the proposition that service

quality can be measured as the gap between the service that

customers expect and the performance they perceive to have

received. Respondents rate their expectations of service from an

excellent organization, and then rate the performance they perceive

they received from a specific organization. Service quality is calculated

as the difference in the two scores where better service quality results

in a smaller gap


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4.1.4 Industry Review

Market Size

No study has been conducted ever to estimate the market size of

Pakistan airline industry. Secondly in order to evade taxes, the

local airlines and other small airline business don not show their

exact data, so the market size estimation is not possible at this

time.

Market Structure

The air travel market in Pakistan consist of three major players

namely PIA, Airblue and Shaheen Air which provides scheduled

air travel services besides regular flights, they also provide

transportation for cargo. Besides these key players there many

small businesses in the country which provides charter flight

services.

4.2 Consumer Analysis

4.2.1 Need & Wants

In Pakistan much of the focus is on business travel and travel on vacation of

families to spend their holidays with their loved ones therefore it‟s a moment

stringent decision for a corporation providing air travel ticket to its employee

or the head of family to arrange economical vacation plan for his family

possible. A corporation would be looking for in time scheduled flight with

ideal no delays where as for a family guy preference would be more on

economy. Making things easier for the customer the airline have introduced

online flight booking system, which every local airline is providing, with the

help of which one can easily keep the track of flight schedules, bookings,

rates, seat selection and availability. PIA has the advantage over other local

competitors both in terms of number of flights and geographical coverage

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4.2.2 Trends & Motivation

With the advent of technological innovations like online booking, e-check in,

RFI baggage management, the trend is now shifting towards how easily and

at proper time the services are available and the consumer is now motivated

by the ease of availability and the safe and secure travelling, rewards program

is another motivational factor this because everyone wants to maximize

his/her benefits and needs some incentive, these programs also tend to

increase customer loyalty. PIA is on its way to streamline its processes in line

with IATA‟s standardized rules, now PIA is providing complete e-ticketing

and improved baggage tracking facility, reward programs of PIA are also well

known and PIA is far ahead in these terms from its local competitors.

4.2.3 Perception & Attitudes

With the operations of international airlines people expectations for airline

services are much high and today they are more aware of what services the

other global airlines are providing to their customers. Today local airlines are

considered to be average or below average service provider. Still PIA is

considered to be better-off than other local competitors.

4.2.4 Segmentation & Targeting

The consumer is segmented and targeted on the basis of demographics,

physiographic and behavior. In terms of demography the consumer is

targeted on the basis of income or occupation, in terms of physiographic the

consumer is targeted on the basis of business travelling, lifestyle, and tourist

and on the basis of behavior targeting in done on the basis of Hajj, Eid

festivals and loyalty. Being the flag carrier of Pakistan, PIA has the exclusive

rights to operate Hajj flights.

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4.3 Competitor Brand Analysis

4.3.1 Competitors’ Brand Inventory

Airblue

Airblue is one of the two private-sector airlines in Pakistan; it

operates scheduled flights to three domestic destinations and

international services to Dubai, Abu Dhabi, Sharjah, Muscat and

Manchester. It carried 1.4 million passengers on domestic flights

in the year 2006-07. Its main base is Jinnah International Airport,

Karachi.

Name: airblue

URL: www.airblue.com

Logo:

Color: Blue

Frequent Flyer Program: Blue Miles

Fleet size: 7 (4 A319, 1 A320, 2 A321)

Network: 3 Domestic (Islamabad, Lahore, Peshawar) and 5

International Destinations ( Dubai, Muscat, Sharjha, Abu-

Dhabi, Manchester)

Cargo: (e-Cargo

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http://www.airblue.com/


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Shaheen Air

Shaheen Air, formally known as Shaheen Air International, is a private Pakistani airline with its head office on the grounds of Jinnah International Airport in Karachi. Shaheen Air provides passenger, cargo and charter services to the major cities of Pakistan and Persian Gulf. It was established in December 1993 and on October 25, 1994; it was accorded the status of 'Second National Carrier of Pakistan', by the Government of Pakistan. Its main base is Jinnah International Airport (KHI), Karachi, with a hub at Benazir Bhutto International Airport (ISB), Islamabad.

Besides serving major domestic routes i.e. Karachi, Lahore, Islamabad and Peshawar, Shaheen Air has also been operating flights to Dubai, Abu Dhabi, Al Ain, Kuwait, Doha and Muscat from almost all the major international gateways of Pakistan.

Name: Shaheen Air

URL: www.shaheenair.com

Logo:

Fleet size: 12 (all Boeing 737)

Routes: 4 Domestic (Karachi, Lahore, Peshawar, Sialkot)

and 8 International (Muscat, Al-Ain, Dubai, Sharjha,

Abu-Dhabi, Doha, Kuwait, Mashhad)

Cargo: Shaheen Cargo

4.3.2 Competitor’s Strengths and Weaknesses

Strength

Low Cost

Weakness

Small business

Less Geographical coverage

http://en.wikipedia.org/wiki/Private_sector

http://en.wikipedia.org/wiki/Jinnah_International_Airport

http://en.wikipedia.org/wiki/Karachi

http://en.wikipedia.org/wiki/Pakistan

http://en.wikipedia.org/wiki/Persian_Gulf

http://en.wikipedia.org/wiki/Government_of_Pakistan

http://en.wikipedia.org/wiki/Jinnah_International_Airport

http://en.wikipedia.org/wiki/Benazir_Bhutto_International_Airport

http://en.wikipedia.org/wiki/Islamabad

http://en.wikipedia.org/wiki/Karachi

http://en.wikipedia.org/wiki/Lahore

http://en.wikipedia.org/wiki/Islamabad

http://en.wikipedia.org/wiki/Peshawar

http://en.wikipedia.org/wiki/Dubai

http://en.wikipedia.org/wiki/Abu_Dhabi

http://en.wikipedia.org/wiki/Al_Ain

http://en.wikipedia.org/wiki/Kuwait

http://en.wikipedia.org/wiki/Doha

http://en.wikipedia.org/wiki/Muscat,_Oman

http://www.shaheenair.com/


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4.4 PIA BRAND

4.4.1 Brand Characteristics

The product that PIA offers is the transportation routes (both domestic and

international) for passengers (seats) and for cargo (space). PIA is basically an air

travel service provider therefore it fulfills the generic characteristics of services

(intangible, inseparable, variable, perishable and simultaneous) as well as it has

some tangible aspects in terms of newspaper/magazine, meals, in-flight

entertainment system.

4.4.2 Pricing

For the domestic routes cost-plus pricing method is applied whereas for

international routes IATA rules and regulations are applied. PIA considers the

following factors in determining the price for domestic flights; demand level, cost

incurred, competitor‟s price. IATA discourages any discounts on international

routes, tickets show full prices, the only way for an airline to offer discount is by

reducing its share of profit. PIA sets price on international routes by taking into

account competitors price, cost of operation and the type of aircraft used.

4.4.3 Distribution

PIA provides its services through online booking, designated booking office and

travel agents. The first two channels are zero level channels, because there is no

third party is involved between PIA and customer, it is also called direct

marketing channel. In one level channel PIA provides its services through travel

agent. 30 IATA approve agencies deals with PIA, these agencies can also sell

tickets of other airlines, and there commission is 9% for international and 5% for

domestic. There are also district sector agents who deal exclusively in PIA

services; there commission is 12% for international and 5% for domestic flights.


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4.4.4 Communication

PIA promotes its offers mainly through pamphlets, brochure, radio channels and

billboards; promotion through TV channel is minimal.

4.5 Brand Inventory

4.5.1 Brand Elements

Name: Pakistan International Airlines (PIA)

URL: www.piac.com.pk

Logo:

Slogan:

Great People to Fly With

Come Fly with Us

Ba-Kamal loog Lajawab Service

Color: Green

National Flag on aircraft tail

Frequent Flyer Program: Awards Plus

http://www.piac.com.pk/


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4.5.2 Criteria for Choosing Brand Elements

Brand elements are those trademark devices that serve to identify and differentiate

the brand. The main ones are brand names, URLs, logos, symbols, characters, slogan,

jingles, packages and signage.

Memorobility: A necessary condition for building brand equity is achieving high

level of brand awareness. PIA is very easily recognized and recalled because it is

named after the country‟s name, has green logo and a very memorable slogan. The

research results show a high level of brand, slogan, and logo awareness.

Meaningfulness: Brand elements can take all kind of meaning, with either

descriptive or persuasive content. A very important criteria is that the brand

elements should provide

General information about the nature of the product category

Specific information about particular attributes of the product.

Pakistan International Airline provides the general information about the product

category as well as some specific information i.e. country of origin, but it does not

provide information about specific benefit by brand name, slogan or logo.

Likability: Criteria for likability is that brand elements should be fun and

interesting, rich in visual and verbal imagery, and aesthetically pleasing.

PIA brand logo has a rich visual imagery that evokes a sense of national connect in

the mind of the customer. Also, the brand name style, and logo are aesthetically very

pleasing.

Transferability: Transferability of brand elements means they should be

transferable across product categories and across geographical boundaries and

culture. PIA‟s name, slogan and logo suggest it is an airline, so transferability across

product categories is limited. Also, as Pakistan is not enjoying a positive image

around the world at the moment, the brand elements transferability across

geographical boundaries and cultures is limited. For example, given the fact that

American culture presently dominates the world, American Airlines can successfully

operate in most countries if it wishes so. But at the moment Pakistan International

Airline cannot leverage the country name.

Adaptability: Brand elements should be flexible and updatable. PIA has

successfully been updating some of its elements, for example slogan. The brand

name and logo is also easily updatable with a touch of creativity.

Protectability: Brand elements must be legally and competitively protectable. The

brand elements of PIA are protectable both in terms of legal and competitive sense,

and are registered. Also, PIA is a national flag carrier which makes its brand

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elements legally and competitively protectable. The fact that the brand is named after

the country‟s name, it is unlikely that the brand name will be copied internationally.

4.5.3 POP’s and POD’s

POP’s

Schedule Airline and Cargo Facility

Domestic and International Flights

Economy Class

Online Booking/e-Ticketing

POD’s

National values are strongly associated with PIA

Domestic (All Major Cities)

Economy Plus/Business Class

Holiday Packages

Boeing 777-200LR

4.5.4 Core Brand Values

Customer Expectations: Convenience, Care and Affordability

Service: Personalized, Courteous and Passionate

Innovation: New Ideas, Products and Value

Cohesiveness: Respect for Individuals, Teamwork

Integrity: Ethics, Accountability, and Transparency

Reliability: Loyalty and Consistency

Safety: Passengers, Employees and Environment

Social Responsibility: Welfare, Health and Education

4.5.5 Signs, Slogans, Symbols, URL of PIA: Our research results how that

the signs, slogan, symbol and URL of PIA are highly memorable, and

people are well aware with these. A large majority of the respondents

were able to recognize the slogan and logo of PIA, and associated air

travel with PIA. A majority is aware of the online services PIA is

providing through its URL, and finds online reservation very

convenient. People perceived social and fun loving people as being

PIA‟s customers. It shows the likability of the brand.


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4.6 SERVICE QUALITY

4.6.1 ServQual: an introduction

As the importance and size of the service sector of the global economy grows, the study of

services and innovation are becoming increasingly important. Currently the most popular

and ubiquitous service quality instrument is SERVQUAL.

SERVQUAL is based on the proposition that service quality can be measured as the gap between

the service that customers expect and the performance they perceive to have received.

Respondents rate their expectations of service from an excellent organization, and then rate

the performance they perceive they received from a specific organization. Service quality is

calculated as the difference in the two scores where better service quality results in a smaller

gap. SERVQUAL employs a performance approach with five dimensions of customers‟

perceptions of service provider performance.

Reliability

Assurance

Tangibles

Empathy

Responsiveness

4.6.2 SERVICE QUALITY IN THE CONTEXT OF AIRLINE INDUSTRY:

The airline industry is inherently unstable and highly competitive, where all airlines have comparable fares and matching frequent flyer programs. In such a scenario, service quality is a significant driver of passenger satisfaction, loyalty and choice of airlines outlines airline service delivery mechanism. Airlines need to have valid and reliable measures for a better understanding of the variables likely to impact the perception of service quality being offered by them. They need to measure not only customer perceptions but also expectations of airline passengers. If significant variations are found in the perceptions of airline passengers‟ vis-à-vis service quality on the different flights, changes in the marketing mix need to be implemented to improve the perception of quality.


26

4.6.3 Servqual Research objectives:

The primary objective of the study was to examine the customer‟s perceptions and expectations of service quality in domestic airline industry. Specifically the study attempts to measure the:-

Dimension of services valued by the passengers.

Satisfaction levels of customers on various dimensions of services.

Compare the quality of services on domestic & International flights of PIA.


27

Compare service expectations; perceptions and the gaps between them using the SERVQUAL scale.

Investigate the extent of applicability of the SERVQUAL instrument to airline.

4.6.4 ServQual Results

To do the service quality analysis of air line industry of Pakistan we did a research

by keeping in view five factors. These factors included tangibility, reliability,

responsiveness, assurance and empathy. Under each heading we asked some

questions to the research participants. Firstly the participants were asked to give a

score within the scale of (1-5) to an ideal air travel industry on the basis of

expectations. Then the participants were asked to rate the Pakistan‟s air travel

industry on the basis of their perception within the scale of (1-5). The gap between

the rating in expectations from an excellent air travel industry and the customers‟

perception of Pakistan‟s air travel industry told us where Pakistan‟s air travel

industry is lying currently in the eyes of an air travel service user. Following are the

findings of the research.

I) Tangibility in PIA Service Quality

Survey Questions Gap ( Perception – Expectation)

Latest Technologies -2.03

Visually Appealing -1.83

Material / Pamphlets -2.00

Well Dressed -1.33


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Service Quality Dimension Over All Gap

Tangibility -1.68

During the research we have found out that dressing aspect of Pakistan‟s air travel

industry has the lowest gap between the perception and expectations as you can see

in the above table. The score for dressing gap is -1.33. Similarly maximum gap

between the expectations and consumers‟ perception is seen at the area of usage of

latest technologies. Mostly consumers have the perception that Pakistan‟s air travel

industry isn‟t updated with the latest technologies. Visual appeal of facilities has a

gap of -1.83 between the score of expectations and perception of customers.

II) Reliability in Local Airlines Service Quality


Promise/Fulfill - 2.00

Problem Solving - 2.05

Early Service - 1.63

Service Performance - 1.98

Error Free networks - 1.50


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Reliability - 1.83

Problem solving of customers from air travel has found the highest gap of -2.05

which is followed by promise fulfillment which had a gap in the score of -2.00.

III) Responsiveness in Local Airlines Service Quality


Telling exactly about time needed to

perform a service

- 1.40

Good Service - 1.90

Help Customers - 1.98

Never Busy - 1.88


Responsiveness - 1.78

The gap in the score of helping attitude towards the customers has got the highest

gap of -1.98 followed by busy attitude employees having a gap of -1.88.


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IV) Assurance in Local Airlines Service Quality


Building Customer Confidence - 2.13

Safe Transactions - 1.30

Good Behavior - 1.43

Appropriate Knowledge - 1.27


Assurance - 1.53

Building of customer confidence saw the highest gap i.e. -2.13 followed by good

behavior of employees.

V) Empathy in Local Airlines Service Quality


Individual Attention - 1.63

Convenient Service Hours - 1.08


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Personal Attention - 1.43

Customer Interest at Heart of

employees

- 1.63

Understanding Specific Needs of

Customers

- 1.85


Empathy - 1.52

Understanding specific needs of customers saw the highest gap of -1.85 followed by

employees‟ attitude of having customer interest at their heart all the time.

4.6.5 Conclusions from SerQual Analysis

Developing more channels

Facilitating more interaction

Periodic employee training

Advertising

Periodic customer need identification surveys

Accountability


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4.7 Consumer Perspective & Recommendations:

4.7.1 What deeply held perceptions and benefits create the true meaning of

brands and products?

According to our research results, the following deeply held perceptions and benefits

create the true meaning of PIA brand and product.

PIA is the most expensive brand in Pakistan (Q2)

PIA is the most comfortable airline in Pakistan (Q3)

PIA is the safest airline in Pakistan (Q4)

Most people think seat reservation is most convenient with PIA (Q7)

Majority perceives PIA as both domestic and international airline (Q8)

Majority believes PIA is the best airline in Pakistan (Q9)

Only a few people see PIA as amongst the world‟s best airlines (Q9)

Half the people think it is for the affluent only, and the other half thinks it‟s

for everyone (Q11)

Majority thinks PIA‟s brand name is the most important aspect of PIA

followed by experienced/qualified crew(Q13)

A major was satisfied with their experience with PIA, and an equal majority

was indifferent (Q22)

Majority thought PIA was high priced, low quality, followed by those who

thought it has a right quality/right price mix (Q23)

For international flights, a great majority chose Emirates over PIA as the

preferred airline(Q26)

Quality and price are major reasons to fly with PIA (Q27)

4.7.2 Can set strategic direction for the brand

I) Are current sources of brand equity satisfactory

The following sources are satisfactory

People associate air travel with PIA (Q1)

Majority of people recognize its slogan(Q5)

All the respondents associated national values with PIA(Q12)

All the respondents recognized PIA logo (Q17)

Most people know about the online services of PIA(Q21)

Most people associated PIA to be a brand for social and friendly

people (Q24)


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The following sources are unsatisfactory

Majority is communicated about PIA and its services through word of

mouth(Q19)

Most people see PIA as providing just air travel services and not

courier services (Q20)

Majority of PIA customers are moderately loyal to not loyal (Q15, 18))

and wouldn‟t recommend PIA to others (Q16)

Majority feels PIA staff is arrogant and unfriendly while a

considerable number was of the opposite opinion. (Q25)

.

II) Do certain brand associations need to be strengthened

i. People only see PIA a best choice for domestic travel, peoples

associations can be strengthened to make them see PIA as one of the

best choice for foreign travel too

ii. The associations can be manipulated to take those in the „indifferent‟

category to „satisfied‟ category.

iii. It‟s very important to note that many people thought PIA is a high

priced low quality airline, and the reason they chose it for domestic

travel is that they feel other domestic airlines are of still lower

quality. PIA must be positioned and improved to increase its quality

image.

iv. Majority of people have association with PIA through word of

mouth, which cannot be directly controlled by the airline. Effective

advertising campaigns must be launched to strengthen a more

maneuverable connect with the customer.

v. PIA must communicate its services other than air travel, like SpeedEx

that many people don‟t associate with PIA

vi. Better image of PIA staff, quality, competence in international travel,

and as a good value for money must be built to increase loyalty.

III) Does the brand lack uniqueness

i. No, rather, the brand has a very clear and sustainable uniqueness, i.e.

people‟s perception of it as the national brand. This uniqueness, along

with the image of competent crew must be further built.

IV) What brand opportunities exist

i. One great opportunity is to make it one of the best choices for

international travel

ii. Another one is to leverage the „national brand‟ association


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iii. Another opportunity is to hire young blood, and train them to provide

excellent service and care to break the image of unfriendly personnel.

iv. A great opportunity exists to build the customer base via effective ATL

programs.

V) What potential challenges exist for brand equity

i. Research shows that the major challenge for PIA is to improve its

quality image. People go for it for the domestic travel for the reason

that it is relatively better and safer than existing airline, any good

international airline, if it decides to cater Pakistani customers‟

domestic needs by entering the market, can seriously hurt PIA.

ii. Another challenge is to rigorously train the staff to improve the

service perception of the customer.

4.7.3 Customer Based Brand Equity Model:


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4.7.4 Limitations of the Research

VI) Because time constraint was there, we had to use convenience

sampling, so the majority of the respondents we happened to contact

were between 25-34 age group and were single. So the result may not

be representative of married and older age customers, which are more

likely to be business travelers.

VII) Time and financial resource limitation restricted us to keep the sample

size to the minimum acceptable number, i.e. 30. Including more

respondents may have given some more insights.


36

BRAND EXPLORATORY


37

1. When You Hear the word "Air Travel' Which Airline comes in your mind ?

Frequency Percent Valid Percent Cumulative Percent

Valid Airblue 1 3.2 3.2 3.2

AirBlue 1 3.2 3.2 6.5

Emirates 11 35.5 35.5 41.9

KLM 1 3.2 3.2 45.2

PIA 16 51.6 51.6 96.8

Qatar 1 3.2 3.2 100.0

Total 31 100.0 100.0

Inference:

PIA has a strong recognition in air travel industry in Pakistan. 51 % people associate

air travel strongly with PIA. It can be inferred that to people of Pakistan PIA means

air travel. However, we see that People also associate other foreign airlines with air

travel industry specially Emirates (35.5 %).


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2. Which airline do you consider the most expensive airline in Pakistan?

.. Frequency Percent Valid Percent Cumulative Percent


AirBlue 2 6.5 6.5 12.9

Emirates 7 22.6 22.6 35.5

None 1 3.2 3.2 38.7

PIA 17 54.8 54.8 93.5

Qatar 1 3.2 3.2 96.8

Singapore Airlines 1 3.2 3.2 100.0

Total 31 100.0 100.0

Inference:

54 % people think that PIA is the most expensive air line in Pakistan. First inference

that can be made from this question is same as the first question, PIA is widely

recognized in air travel market. It could be so because most of the people have never

traveled any other airline than PIA. 22.6 % have opted for Emirates as most

expensive airline in Pakistan. It can be because of the perception of Emirates as

world class airline. PIA has a strong brand recall.


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3. Which airline do you consider is the the most comfortable airline in Pakistan?



AirBlue 1 3.2 3.2 12.9

don't know 1 3.2 3.2 16.1

Don't Know 1 3.2 3.2 19.4

Emirates 8 25.8 25.8 45.2

None 3 9.7 9.7 54.8

PIA 13 41.9 41.9 96.8

Singapore Airline 1 3.2 3.2 100.0

Total 31 100.0 100.0

Inference:

In comfortable category, PIA also has the highest recognition. 41 % people have

opted for PIA as the most comfortable airline in Pakistan. The reason can same as of

the previous question that PIA has been the premier airline of Pakistan and people

strongly associate PIA with Air travel. Emirates airline the second best competitor

with 25 %.


40

Inference:

In safety category PIA also has the strongest perception. It is primarily due to the

fact the PIA has one of the lowest Air accident incidents round the world and in

Pakistan. It is also due to the fact that people have not experienced an other

international airline to compare its safety standards with PIA.

4. Which airline do you consider as the safest airline in Pakistan?



AirBlue 1 3.2 3.2 16.1

Emirates 4 12.9 12.9 29.0

None 8 25.8 25.8 54.8

PIA 14 45.2 45.2 100.0

Total 31 100.0 100.0


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5. Do you know which airline has following tagline "Great People to Fly with" ?


Valid 1 3.2 3.2 3.2

Can't Recall 1 3.2 3.2 6.5

None 2 6.5 6.5 12.9

PIA 27 87.1 87.1 100.0

Total 31 100.0 100.0

Inference:

This question truly gauges the brand recognition of PIA and its penetration into the

minds of its target audience. 87 % people identify this tagline as of their national

carrier. PIA outstand its competitors in brand recognition.


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6. How frequently do you travel with by PIA?


Valid 1-2 times a year 15 48.4 48.4 48.4

5 times or less in a year 5 16.1 16.1 64.5

10 times or less in a year 2 6.5 6.5 71.0

Infrequent Traveler 8 25.8 25.8 96.8

Not Traveled 1 3.2 3.2 100.0

Total 31 100.0 100.0

Inference:

As air travel is considered expensive service most of the people under survey sample

have travel 1-2 times a year. If we couple the previous question result with this one

than it is evident that PIA is first choice of almost 50 % people. This shows the brand

recognition of PIA.


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7. For which airline company seat reservation is more convenient?


Valid Airblue 11 35.5 35.5 35.5

Airblue 1 3.2 3.2 38.7

Shaheen Air 1 3.2 3.2 41.9

PIA 17 54.8 54.8 96.8

others 1 3.2 3.2 100.0

Total 31 100.0 100.0

Inference:

In seat reservation category PIA is outstanding from others. This could primarily

because of the fact that till 1990‟s PIA had no competition. The only airline that

catered for national & International air travel. It had given PIA a chance to expand

its distribution network. PIA today has the largest network of Sales & distribution.

Coupled with previous experiences and today‟s online reservation and door to door

ticket delivery PIA has maintained it competitive edge.


44

8. In your opinion PIA is primarily a?


Valid Domestic Airline 11 35.5 35.5 35.5

International Airline 3 9.7 9.7 45.2

Both 17 54.8 54.8 100.0

Total 31 100.0 100.0

Inference:

PIA has strongly created its point of parity in National & International air travel

categories. Target Audience recognizes PIA strongly in the areas which PIA is

providing services. It may be because of the fact that PIA has not faced any

competition for almost 40 Years in air travel industry.


45

9. In your opinion PIA is ?

Frequency Percent Valid Percent

Cumulative

Percent

Valid Among the best Airlines in world 1 3.2 3.2 3.2

Among the best Airlines in Asia 2 6.5 6.5 9.7

Amon the best Airlines in

Pakistan

18 58.1 58.1 67.7

other 8 25.8 25.8 93.5

National Values 2 6.5 6.5 100.0

Total 31 100.0 100.0

Inference:

58 % people have selected PIA as the best Airline in Pakistan. If we observe the

result of survey up till now it is evident PIA has above 50 % recognition in all

attributes in its respective category. It indicates the PIA‟s connect with Pakistani

market.


46

10. Which Human attribute do you associate with PIA?


Valid 1 3.2 3.2 3.2

Caring 10 32.3 32.3 35.5

Comfortable 1 3.2 3.2 38.7

Consistent 8 25.8 25.8 64.5

Dependable 5 16.1 16.1 80.6

Under achievers 6 19.4 19.4 100.0

Total 31 100.0 100.0

Inference:

This question gives us very important insights about the brand Perception of PIA.

PIA may have the highest brand recall in its category but brand perception may not

be good. Here 32 % people think PIA as a caring organization. 25 % people think it

as a consistent airline but another 19 % consider it as a under achievers. It may be

because of the deteriorated image of PIA in recent decade as a bureaucratic

organization which must have done better but have failed due to their

mismanagement and lack of vision.


47

11. What is your perception about PIA?

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid for elite and affluent

people

15 50.0 50.0 50.0

for everyone 15 50.0 50.0 100.0

Total 30 100.0 100.0

Inference:

It indicates that half of the people consider it as for elite and half consider it as for everyone.


48

12. what is the most important aspect of PIA?

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid qualified and

experienced aircrew

6 20.0 20.0 20.0

brand name 24 80.0 80.0 100.0

Total 30 100.0 100.0

Inference:

Majority indicates that most important aspect of PIA is its brand name, with some indicating

it to be qualified and experienced aircrew.


49

13. which values do you most associate with PIA?

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid national

values

30 100.0 100.0 100.0

Inference:

It indicates that majority has national values associated with PIA.


50

Inference:

Most of the PIA users are occasional travelers.

14. Please classify your association with PIA?

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid regular flyer 12 40.0 40.0 40.0

occasional user 18 60.0 60.0 100.0

Total 30 100.0 100.0


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15. how long have you been associated with PIA?

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid 5-10 years 12 40.0 40.0 40.0

more than 10

years

18 60.0 60.0 100.0

Total 30 100.0 100.0

Inference:

Most of the people are associated with PIA for more than 10 years.


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Inference

PIA’s logo is well recognized by the people.

16. do you know which company's logo the following is?

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid yes 30 100.0 100.0 100.0


53

Inference:

Majority of the people are indifferent to PIA’s brand loyalty.

17. How is your loyalty with PIA?

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid I would recommend to

others

9 30.0 30.0 30.0

indifferent 21 70.0 70.0 100.0

Total 30 100.0 100.0


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18. If you could not get your seat with PIA, what would you do?

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid go to another

airline

30 100.0 100.0 100.0

Inference:

As indicated in earlier question that brand loyalty towards PIA is low, therefore people opted

to choose another airline, in case PIA’s seat is not available.


55

19. Through which medium you mostly hear about PIA?

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid newspapers and

magazines

21 70.0 70.0 70.0

word of mouth 9 30.0 30.0 100.0

Total 30 100.0 100.0

Inference:

People mostly hear about PIA through print media or word of mouth.


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20. Which of the following services you relate with PIA?

Frequency Percent

Valid

Percent

Cumulative

Percent

Valid air

travel

30 100.0 100.0 100.0

Inference:

Majority relates Air travel service with PIA.


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21. Do you know about the online services of PIA through its website

(Ticket Reservation, Cargo booking & Courier


Cumulative

Percent

Valid a 24 77.4 77.4 77.4

b 7 22.6 22.6 100.0

Total 31 100.0 100.0

Inference

About 77 Percent of sample said that they know about the online services of PIA and the rest 23

percent said that they don’t know about the online services available.


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22. How is your experience with PIA


Cumulative

Percent

Valid Highly Satisfied 1 3.2 3.2 3.2

Satisfied 11 35.5 35.5 38.7

Neither Satisfied Nor

dissatisfied

12 38.7 38.7 77.4

Dissatisfied 6 19.4 19.4 96.8

Highly dissatisfied 1 3.2 3.2 100.0

Total 31 100.0 100.0

Inference:

A large proportion of our sample is neither satisfied nor dissatisfied with the PIA but the second to

this is satisfied with PIA


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23. What is your price perception of PIA


Cumulative

Percent

Valid High Quality High Price 2 6.5 6.5 6.5

right quality right price 10 32.3 32.3 38.7

Low quality High Price 18 58.1 58.1 96.8

Low Quality Low Price 1 3.2 3.2 100.0

Total 31 100.0 100.0

Inference:

About 58 percent of the sample said that the PIA is giving low quality but charging high price. This is

the normal perception we got from our data.


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24. What is the perception about people flying with PIA? Tick all where applicable


Cumulative

Percent

Valid Famous 1 3.2 3.2 3.2

Busy 8 25.8 25.8 29.0

Expert 1 3.2 3.2 32.3

Social n Friendly 13 41.9 41.9 74.2

Others 8 25.8 25.8 100.0

Total 31 100.0 100.0

Inference:

A large proportion of our analyzed sample said that the people traveling through PIA are social and

friendly


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25. What is the perception about PIA Staff


Cumulative

Percent

Valid Social, friendly &

accommodating

11 35.5 35.5 35.5

Knowledgeable, intelligent &

experts in their field

5 16.1 16.1 51.6

Arrogant & Inflexible 13 41.9 41.9 93.5

Others 2 6.5 6.5 100.0

Total 31 100.0 100.0

Inference:

Normally there is a perception that the PIA staff is arrogant and inflexible. From our sample it is also

apparent that most of the people have given the same opinion.


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26. If you have option to travel internationally through following airlines, which

airline would you prefer?


Cumulative

Percent

Valid Emirates Airline 25 80.6 80.6 80.6

Etihad Airlines 2 6.5 6.5 87.1

PIA 2 6.5 6.5 93.5

British Airways 2 6.5 6.5 100.0

Total 31 100.0 100.0

Inference:

Huge portion of our survey sample have agreed upon to travel through Emirates Airline. Its

percentage is 81 percent in our survey.


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27. Reason_to_travel


Cumulative

Percent

Valid Best Experience 1 3.2 3.2 3.2

Comfort 4 12.9 12.9 16.1

comfort, service 3 9.7 9.7 25.8

Food 1 3.2 3.2 29.0

Management 1 3.2 3.2 32.3

National 2 6.5 6.5 38.7

Quality 9 29.0 29.0 67.7

Reliable 1 3.2 3.2 71.0

Service 9 29.0 29.0 100.0

Total 31 100.0 100.0

Inference

In response to our question of option to travel, the people have responded that they prefer that

particular airline because of the Quality and service


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28. What is your age?


Cumulative

Percent

Valid Upto 24 12 38.7 38.7 38.7

25-34 19 61.3 61.3 100.0

Total 31 100.0 100.0

Inference:

62 Percent of our sample is ranging from 25-34 in age.


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29. What is your Maritul Status?


Cumulative

Percent

Valid Single 26 83.9 83.9 83.9

Married 2 6.5 6.5 90.3

Prefer Not to tell 3 9.7 9.7 100.0

Total 31 100.0 100.0

Inference:

84 percent of the sample in our survey is single and then about 10 percent of the sample has

preferred not to tell


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30. What is your Education?


Cumulative

Percent

Valid Intermediate 1 3.2 3.2 3.2

Graduate 17 54.8 54.8 58.1

Post Graduate 13 41.9 41.9 100.0

Total 31 100.0 100.0

Inference:

Our large portion of survey sample has the education level of graduation.


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31. What is your gross monthly household Income?


Cumulative

Percent

Valid Upto 50,000 4 12.9 12.9 12.9

Rs. 50,000 - Rs. 75,000 4 12.9 12.9 25.8

Rs. 75,000 - Rs. 100,000 9 29.0 29.0 54.8

Rs. 100,000 - Rs. 150,000 6 19.4 19.4 74.2

Above Rs. 150,000 8 25.8 25.8 100.0

Total 31 100.0 100.0

Inference:

29 percent of our sample has the monthly household income ranges from Rs.75, 000 – Rs. 100, 000

and then about 25 percent has the monthly household income above Rs. 150, 000.


68

Bibliography

Following references have been used in preparation of this report.

- www.google.com

- www.pica.com.pk/

- Previous Reports on PIA

- Service Quality Report for service Marketing

- Brand Research Reports

http://www.google.com/

http://www.pica.com.pk/

brand audit pia . grp 3

Documents

pia brand

brand perceptions

brand model

brand assessment

brand knowledge

organizations brand

brand elements

brand awareness