The Thinking Patterns Of People Of Underdeveloped Areas

Submitted By:
1 Mazhar Hussain (1375-B.com-2013)
2 Muneeb Arif (1065-B.com-2013)
3 Muhammad Javaid (1077-B.com-2013)
4 Rabia khaleel (1335-B.com-2013)

Submitted To:
Mr. Kashif Yaqoob

GCU Lahore

Department:
Economics
Class & Section:
B.Com (Hons) & (A)
Session:
2013-2017
 Letter of Authorization

Mr. Saad-Ul-Hussan, Deputy Director Alif Ailaan,

Office # 35, Wapda Building Mall Road,
Lahore, Pakistan.

22-04-2015

Mr. Muneeb Arif, Head of Research Department,

Government College University, Katcheri Road,
Lahore, Pakistan.

Subject: Authorization for the research on the underdeveloped areas of the country
focusing the conservatism of thinking.

Dear Mr. Muneeb Arif

You are authorized to conduct a study on the conservative thinking patterns of the people
residing in the under developed areas of Pakistan. The main purpose of your reseach are

Why the people of the underdeveloped areas are uneducated and what are the hurdles
they face to get education in their respective areas
To find out the reasons of difference between the thinking patterns of these people as
compared to the people living in the urban areas
The pressure of the rich living in these areas (Fudals etc.) and their effects on the
people
The old traditions which are still followed by the people in underdeveloped areas and
their effects
The reasons why these people do not have the freedom to live their lives their own
way even after 68 years of independence
Why is the thinking of these people limited to a certain level and what are the
consequences to this state of mind
Why doesnt the Government of our country encourage these people to get educated

It is highly recommended to keep in mind that your research should cover the people of
underdeveloped areas of all ages (15 years 75 years) and their personal suggestions
regarding these problems and their difference in thinking patterns should be taken into
consideration. (The person aging 75 years and the other one having only 25 years of age may
have a difference in their thinking) You are required to submit your report till May 07, 2015.
The fee for your research will be Rs 2,50,000 after the successful completion of your project.
You can contact our office for any sort of details.

Sincerely,
Saad-Ul-Hussan
Deputy Director Alif Ailaan

Letter of Transmittal

Muneeb Arif, Head of Research Department

Government College University, Katcheri Road.
Lahore, Pakistan.

22-04-2015

Mr. Saad-Ul-Hussan, Deputy Director Alif Ailaan,

Office # 35 Wapda Building Mall Road,
Lahore, Pakistan.

Respected Sir,
The research on the task assigned to us has been completed under the instructions given to us
from your office. We have sent our teams to some specific underdeveloped areas of all the
provinces of the country and have managed to undergo the research through meeting the
people residing in those areas. Several questions of the same type have been asked to the
people of different ages. The result shows that the Old traditions set by the ancestors and
still followed by the people living in those areas are main reasons of the limited thinking of
people and the pressure of the rich on the poor is one of the biggest reason of illiteracy in
these areas The detailed report has been attached to the letter for further information.
Thank you for giving us the chance to undertake the research for your NGO. I wish you to
keep on working for the betterment of the nation and I hope that the results of this report will
be beneficial for you.

Sincerely,

Muneeb Arif
Head of Research Department, GCU Lahore
 Table of Contents

1. Introduction: 1

i. Background
ii. Statement of problem
iii. Purpose of study
iv. Scope

2. Related literature 2

3. Procedure 2

4. Findings 3

5. Analysis 8

6. Conclusion and Recommendations 9

7. Appendix 10
 List of Illustrations

Figures:
1. Age P#3

2. Education P#4

3. Income P#4

4. Favour of Education P#5

5. Traditions P#5

6. Women Rights P#6

7. Pressure of the rich people P#6

8. Law and Order P#7

9. Child marriages P#7

10. Conservatism in thinking P#8

 Executive Summary

To make a research on the thinking patterns of the people of under developed areas, Alif Ilaan
(NGO) has assigned a task to us to make an analysis on the thinking patterns of people of
under developed areas and find out the reasons of the hurdles they face in their ordinary
course of life. For this purpose major under developed areas of the country were taken into
consideration.
Many surveys on the same topic have been conducted before but lack completeness of the
information required. This survey covers the whole country which will have a concrete result
as compared to the ones found before.
Survey revealed that most of the people of these areas are uneducated which in a major cause
of conservative thinking. The following of old traditions and the pressure of the rich on the
poor is a big reason for no progress in these areas. Other problems like unequal human rights,
child age marriages are the consequences of limited thinking. Lack of governmental support
directs people to Jirga systems which is a steps towards illiteracy in this modern era. Lack of
education is considered to be the biggest reason of conservative thinking.
According to the conclusion, it is suggested to overcome the problem of illiteracy on the
priority basis. Government should take interest in the development of these areas and basic
human rights should be made aware to the people of these areas by modern means which will
encourage a better and improved living standard.
Product Description
The word "Pizza" may be a derivative of the Latin word "picea", a Roman word used to
describe the blackening of bread in an oven. The word "pizza", in its current spelling,
emerged sometime in the middle Ages. It was used to describe both the sweet and salty pies
that were becoming popular among Italian aristocracy. Pizza is basically a meal prepared in a
plate made of bread. There are four main components of a basic pizza pie.They are crust,
sauce, cheese and toppings.

Pizza Hut which is considered as one of the oldest restaurants serving special pizza has
almost 6000 branches functioning throughout the world. It has a wide range of Pizzas and
other deserts depending upon the taste and traditions of the country.
The chain of restaurants is well known for its innovation, customer services etc. The
qualities of entrepreneurship, growth and leadership have characterized Pizza Huts business
through more than four decade of success.

Through the strength of its heritage, its culture and its people and franchisees, Pizza Hut
looks forward to more success in future.

Pizza Hut has been working in different cities in Pakistan from almost 25 years and has been
the best restaurant known for Pizza varieties and quality services. The top most priorities of
Pizza Hut include the best customer satisfaction through extra ordinary ambiance, different
offers affordable by almost all social classes, discounts and different promotional offers.

Pizza Hut offers the best dining out experience to make people visit them again and again.
The customer services are given top priorities as customers are the main stream of a business
to success. People are attracted to the business who give their customers all they want.

Pizza Hut keeps its image to the customer at the peak by giving different convenient offers
like free hone delivery service which ensures the oven hot freshness of Pizza at your
doorstep.

This chain of restaurants makes suitable offers for the customer according to their needs
depending upon the areas. For Example, Payment to any branch and delivery anywhere in the
city where the restaurant is in function.

Identification of Target Market:

Target market refers to the group of customer a business tends to focus to make it sales.
Target market depend upon the segmentation of markets (A market segment is a subgroup of
people or organizations sharing one or more characteristics that cause them to have similar
product / service need)
Basis Of Selecting Target Market:

There are number of basis on which pizza hut selects those target markets for their business.
Number one is that they want the people with a bit high income and food lovers. Who are
ready to spend and enjoy the best food in best environment. There are not only Muslims in
Lahore, Pakistan but also some minorities that are living their lives. They want some
vegetarian food and pizza hut is the only brand that offers some vegetarian stuff to their
customers.

Target Marketing:

Pizza hut targeted market defines them as a family product. They dont really straight market
their customers. Middle and high class family background people are the target market of
Pizza Hut. We can also say that Pizza Hut is targeting the generation X which is more active
in spending money on non essential things like eating. Pizza Hut is also offering products for
vegetarians. The company is offering meat free pizzas with salad and pasta so that people
who dont want to eat meat could enjoy the quality and best food of Pizza Hut. Pizza Hut is
also very good place for the students of colleges and universities. Many students arrange the
treat parties in Pizza Hut that made Pizza Hut to earn more and more. Sometimes, it becomes
hard to get a single seat in Pizza Hut due to all its good and attractive offers and marketing
mix. Pizza Hut is targeting their customers by two types.
1) Dine in is for those who love to have good times with their friends and age fellows and
some families.
2) Take away is for those who dont have reach to any Pizza Hut outlet and they want Pizza
Hut products. They can give the order on phone and may have their pizza at their home as
Oven-Hot Pizza Hut is also offering different kinds of meals to their customers. If anybody is
not interested in Pizza, Pizza Hut has targeted those customers too.
It offers Pastas Sandwiches Desserts aswell.
The target market for Pizza Hut has divided into 3 different segments based on Geographic
variables, Demographics variables, Psychographic variables.
Geographic Variables - Population of the Lahore City, Pakistan
Demographic Variables - Age: All age group Gender: Both male, female
Psychographic Variables - Social class: Upper Class, Upper Middle Class, Middle Upper
class.

Basically, Here Pizza Hut targets mainly 2 classes of people living in the different areas of
Lahore City which include.
1) Students above the level of Matriculation
2) People with almost all levels of income
Marketing Objectives:
Pizza Hut is a business established to fulfill the need of every customer based on their desires
and needs. Pizza Hut makes sure that each and every customer get satisfied to the maximum
extent.
It is obvious that every business main and primary objective is to be profitable, durable,
innovative and trustful but Pizza Hut tends to achieve the maximum out of all these by giving
most of its importance to the customers.
Pizza Hut desires to make its every customer happy with their meals so they can enjoy their
dining experience which will pave the way for the business to make more innovation in its
techniques.
With its marketing techniques Pizza Hut wants to establish a well known and trustable chain
of restaurants where people can enjoy their meal without any hesitation of health issues and
unhygienic ways of baking, cleanliness etc.

Pizza Huts Mission Statement:

We take pride in making a perfect Pizza and providing helpful and courteous and helpful
services on time and all the time. Every customer says Ill Be Back!
We are the employer of choice offering team members opportunities for growth,
Advancement and rewarding careers in a Fun, Safe and working environment.
To Be The Best Pizza For Every Occasion
Alone We Are Delicious, Together We Are Yum

VISION OF PIZZA HUT:

To make the people know that for all the eating items they desire to eat can be made available
in minimum time without much effort and excluding money To improve the well-being of
our customers, community and people connected to our enterprise. RUN GREAT
RESTURANTS
Pizza Hut visions to serve it customer with an extra ordinary manner leaving behind
memories which become of source of frequents visit to enjoy their meals time by time.
Pizza Hut aims to provide food for every occasions to its customers including
1. Birthday Parties
2. Official Parties
Pizza Hut make its strategy fit into every occasion of a customers life by providing versatile
type of services. This is the reason behind the success of this food chain from decades.
Identify Competitors:
Pizza Hut which is a well known and trustful brand has a number of competitors working in
the Lahore City which have a very big influence on the actions and strategies of the enemy
businesses. A number of well known competitor for the brand are
1 Dominos Pizza
2 Pizzario
3 Big Joe
4 Mcdonals
5 KFC
6 Burger King
7 Fat Burger
8 OPTP, Nandos Caf
9 Traditional and cultural restaurants
10 And other small scale fast food restaurants like Italian Pizza, Sam Pizza and the
Bakery which have started the process of Live Baking Oven Fresh Pizza.

Detail:
Dominos which has been functioning in the state from a long time is a serious threat for the
new entrants and for the existing ones as well as it has been making a lot of innovative
strategies to tackle the day to day challenges. Other restaurants like Mcdonalds, KFC do not
harm the business of Pizza Hut directly because the sell alternative products like Burgers, Ice
Creams etc.
The 2nd classification of competitors which are the small scale restaurants and the live Pizza
baking bakeries can be a big competitor because of price difference as if people are not
willing to care about the quality of the product.
Keeping an eye on the day to day strategies of these rivals is very important as they can be a
cause of failure or serious threat if they are ignored. Pizza Hut anyways has the best deals and
offers for the people which are still unbeatable to a large extent.
Other competitors which have been working internationally in Pakistan are Burger King, Fat
Burger, OPTP, Nandos Caf have influenced the local market to shift their marketing and
customer strategies to the next stage but as discussed before they do not sell identical
products to Pizza Hut so they do not harm the goodwill of the chain and do not have strong
effects on alternative food businesses if they attract their customers with worthy meals and
services.
All the other restaurants selling traditional meals have influence over Pizza Hut depending
upon the desires of customer of a particular area or eating habits.
Brand Analysis:
This head cover the Marketing Mix and Brand Analysis of Pizza Hut (Overall in Pakistan)

Marketing Mix:
Product:
Product refers to the commodity a business is currently selling to achieve itss
profitable objectives. Pizza Hut specializes in selling variety of Pizzas to achieve their
desired outcomes. The are available in different sizes, tastes and flavors according to
the requirements of the customers.

Price:
The pricing strategy adopted by Pizza Hut is 'market skimming'. Pizza Hut has
adopted this pricing strategy, as it wants to hold maximum share of the market by
maximum profit. As focusing on the pricing strategies, Pizza Hut has made some
product mix. According to the sizes of the pizzas, prices are made. Different pizzas
have different prices according to their sizes. Pizza Hut sets a high initial price for its
products to send a signal to customers that its products are quality and the service is
excellent. Pizza Hut also has MEAL DEALS. This scheme gives some discounts of
additions along with pizzas.

Place:
The place refers to the location where a business functions it operation. Pizza
Hut currently has a large chain of outlets working throughout the country to achieve
the maximum benefits from the customers. They have a Head office located in
Karachi which controls all the branches. Home delivery services make it beneficial
for the business to cover the areas where their stores are unavailable.

Promotion:
Promotion is the advertising, personal selling, sales promotion and public
relation. Pizza Hut has advertised their products through various means, which
include Newspapers, TV, Radio, Magazines, and Billboards. Promotional plans have
been made proper in positioning of the product. The objectives of promotion are to
introduce a new product, stimulate demand, change the short-term behavior of the
customers, and encourage repeat or greater usage by current customers. Pizza hut uses
many promotional strategies. The main promotion is a coupon to purchase. They are
also distributing door- to- door brochures to capture more and more customers.
SWOT Analysis:
Every organization has its strengths, weakness, opportunity and threats. So, the SWOT
analysis for pizza hut is as under:

Strengths:
1. Market leader in providing huge varieties of Pizzas
2. Specialized in Pizza only
3. Has full service restaurants and delivery services
4. Strong Franchise networks

Weaknesses:
1. High prices
2. Internal conflicts among franchises
3. High overhead costs due to large number of restaurants

Opportunities:
1. New markets can be explored and new opportunities they can gain.
2. Pizza Hut can come up with the new products considering the Eastern taste of
the people as like McDonalds.
3. Diversification of new products can increase their market share.
4. They can reduce their prices because of more resources
5. Expansion through online ordering system Introduction of more innovative
pizzas.

Threats:
1. The different policy followed by Pizza Hut will be sooner or later followed by
the rivals
2. Threat of substitutes such as Burger, Sandwiches and Shawarma
3. Threat of new entrants with lower cost and innovative services
4. Existing Rivals like Dominos etc.
Activation Plan:
The activation plan refers to the series of activities done to achieve the specified goals.
With the initial budget of 500,000 Rupees an activation plan of 3 days have been made with
is detailed as under.

1 Marking research in 3 branches of Punjab Group of Colleges:

Our marketing manager along with a group of marketers were sent to 3
different branches of the same college in Lahore to make an observational research
about the incomes and eating, buying trends among the people through a
questionnaire. (Attached in Appendices). The research of the 3 campuses was taken
as a sample to evaluate the trends of all the campuses of Punjab College in Lahore (20
campuses in total)

The result of the research was found positive which made Pizza Hut hold a
stall at the Annual Bonfire of Punjab Group of Colleges held collectively in the
Punjab University Occasional Ground.

2 Sponsor a match at Qadaffi Stadium:

2500 tickets out of 20,000 in total were bought through a bid and were labeled
with a small pamphlet of Pizza Hut advertisement. Each ticket was priced at 250
Rupees and 5% discount was given to the buyer of the ticket if he buys Pizza for the
stall of Pizza hut in the stadium during the match time. In addition, An individual
buyer of 10 tickets will be given a free Pizza (Small) in return to his passion to
cricket.

Every ticket holder will become a part of the lucky draw which will have the
st
1 reward of free coupons for the family worth 5000rs.

3 Pizza Hut Hot Trailer (Mobile Van):

Pizza Hut Mobile Van cruised around major areas of the city distributing
pamphlets of Pizza Hut and serving oven Hot Pizzas to the people on the spot without
visiting any take away branch. This caused Pizza Hut know how to almost all the
areas where the van passed through. Stops for the van were allocated to cover the
whole city and a specific time was allocated to every area with an idea to serve
according to the status and social classes of the people.
A variety of questions were answered to the public who showed interest in the
brand.

A group of educated marketers were hired t to tackle the peoples inquiries

who were paid a tidy sum for their services. They took part in the brands
advertisement which lasted 3 days.
Schedule Of Activities:
The activities for advertisement and sale in the first place lasted for three days about which
the details are given below. The dates of the activities were December 13,14 and 15.

December 13:
After the positive response from the questionnaire the stall of Pizza Hut was
held in the Punjab University Occasional Ground from 12:00pm in the evening from
11:00pm night time.

December 14:
The stall of Pizza Hut in the QADAFFI STADIUM held between the match
timings to advertise and give incentives to the spectators of the match who bought the
concerned tickets. Lucky draw wining person was awarded a coupon worth 5000
Rupees.

December 15:
The Pizza Hut Hot Trailer cruised around different areas of the city advertising
with a group of educated marketers was sent from 12:00pm evening till 12:00am
midnight to make sure the brand reached almost all the parts of the city targeting
people of all classes. The Hot trailer travelled to the areas with the price range
concerned of the area residents.
Amount
(Rs.)

Pizza Hut Company Lmt

Income Statement
December 13- December 15, 2015
(350000
) Amount
(Rs.)

Sales
914750
(60000)
Cost of sales
(40000)
(25000)
Gross profit
584750
Operating Expenses:
Distribution Expense
Administration Expense
Other Operating Expense
(125000)
Other Income
75000
Operating Profit (EBIT)
514750
Financial Cost
(25000)
Profit Before Tax
489750
Taxation
(29385)
Net Peofit
460365
Donation (20% of N.P)
(92073)

Distributed Profit 368292

 Conclusion and Recommendations

Conclusion:
1. Lack of education is the main reason of conservatism in the thinking of people of
under developed areas
2. Majority following the old traditions is a big hurdle to enhance the thinking of these
people
3. The limited income and average living standards are a problem in the development of
these areas
4. Unequal women rights point towards the backwardness of thinking of majority
residing in these areas
5. Less governmental support if the main reason of these people not following the state
orders
6. The pressure of the rich on the poor is one of the biggest problem in the progress of
these areas
7. The conservative thinking of these people make them go through severe consequences
in different parts of life

Recommendations:
1. Education must be promoted in these areas by making colleges and universities in
these areas so the people do not have to migrate to get education
2. Human rights should be made clear by different awareness programs
3. Technological advances should be made so the people desire to improve their living
standards
4. The government should focus on these areas and development in these areas should
be made on the same level as compared to the urban areas
5. The rich people of these areas must be supportive rather than limiting the lives of the
poor with their power
6. Law and order system should be promoted to provide safety to the people
7. Equal employment opportunities should be provided to the people of these areas to
encourage them to improve their lives

9
 Appendix
Study Questionnaire

10
 The conservative thinking patterns of people in under
developed areas
Questionnaire:

1. What is the category of your age?

(1) 18-24 (2) 24-40 (3) 40-75

2. What is the level of education you achieved?

(1) Matriculation (2) Intermediate (3) Graduate :Higher

3. What is the category of your income?

(1) 20000-30000 (2) 30000-40000 (3) 40000-50000

4. Are you in the favour of education?

(1) Yes (2) No

5. Do you think the old traditions should still be followed or should we spend a life on our
own rules and regulations?
(1) Yes (2) No (3) Neutral

6. Should the women enjoy equal rights in the society?

(1) Yes (2) No

7. What is your opinion about the pressure of the rich on the poor of underdeveloped areas?
(1) Limit the living standards and thinking (2) Positive influence (3) Neutral

8. Which law and order system should be followed for peace and safety of people?
(1) Governmental Law and Order (2) Jirga System (3) Patwari System

9. Should the child age marriage be promoted to control the social problems?
(1) Yes (2) No

10. Is the conservatism in the thinking pattern of people a major cause of set back of under
developed areas?
(1) Yes (2) No (3) Neutral

11