PAKISTAN INTERNATIONAL AIRLINES

INTRODUCTION
This research was conducted for the Muffins, a food chain store that is offering fast food, sweets and bakers items only in Multan. This was complete with the collective effort by six members. The base of this research was resolving the problems that are facing by muffins. We had a successful meeting with Mr. Waheed Ahmed, the CEO muffins that held at Factory site in Multan, with the discussion Mr. Waheed highlight the company complicated situation.

The situation was related to target customer, that muffins is Unable to take attention of middle class (Target) customer towards its prducts. We started our research project on above situation. In the start we prepared the research proposal by putting much effort. Through the analysis of situationa and with the discussion we concluded some symtoms to give a base for our research. The symptom that we highlighted were the followings Sales level was low as to projection Unable to compete with competitors Have less growth due to less atraction of middle class customers

The next step was to identified the probable problems that was reason to less atrraction of middle class customers on the basis of above symptoms. The problems which we identified that were ( Lack of awareness , No Promotional Activities, Lack of Utility goods, Pricing factors). These problems were the track for our research. All the members that were the part of this research put strong and equal efforts to make this research meaningful.

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OBJECTIVE
The objective of this research was bsically conducted the reasons that what are the specific reasons that become the cause to fail in order to attract the middle class customers towards its products.

Specific Determine reasons why muffins failed to attract middle class customers towards their brand.

Hypothesis For this research we conducted the three hypothesis

H-1:

Quality is positively related to the attitudes of target market.

H-2: Utility items are positively related to attract the target customers. H-3: Pricing affects on the customers.

RESEARCH METHODOLOGY
The methodology contain the following parts:

1. Research design 2. Sources of data 3. Data collection and field work

1. Research Design The research design were the based on the Qualitative techniques due to the large sample population. The population sample were based on 70 respondants and we designed the cluster sampling, that based on 7 cluster in different areas of multan. The reason of clustering was the homogenity among the respondant. The type of

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this research was the Causal research, because the symptom and problems were highlighted

2. Sources of Data We highly rely on the primary source of data and for this purpose we designed a detailed questionnaire (Annex-1, at the end) for the market survey to study the 7 variables that discussed in research proposel to make the research meaningful. The questionaire of this research included 28 question both open ended and closed ended.

3. Data Collection and Field work Data collection was based on the survey to fulfill the questionaire from the different respondant from each cluster. This data collection resquired 2 days because the questionair contains many questins but by the mutual efforts of members this was done successfully to get accurate responses

The next step was to edit the data after collection. The perpose of editing to check the errors if any, and than correct them. For the anylsis fo resposes related to variables we apllied the graghical method and than interpret(, Annex-2, at the end) the each question, on the basis of these interpretition we became able to concluded the results.

RESULTS
There are following results related to hypothesis which we concluded on the basis of our research:

H-1: From the research that is shows that the 84.3% responded are agree and strongly agree about the quality so it inticated that the quality is an considerable factor for the target population.

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H-2: The research analysis shows that the product diversification does matter to attract the customer 71.4% of sample populatoin like to buy required products from one palce and 81.4% respond yes to move toward muffins in case of product expansion.

H-3: The prices of the muffins products are low that is responded by only 11.4% of sample population, the research also shows that there is only 21.4% are agree and 15.7% are srongly disagree that the pricess of muffins products are reasonable, so indicated that the pricess are very much related to customer attention.

LIMITATIONS
For conducting the reasonable research it was assential to understand the few limitations that are followings. Limit to conduct the research only in multan Also limit to selected those respondent who must reside in the conerning areas tha were mentioned in clusters It was limit to apply only non probability sampling because it was impossible for us to arrange the sample frame We were limited on middle class customers for get responses We were also limited on primary source of data, the secondary data was useless for us

CONCLUSIONS
From analysis of research we became uble to draw different following conclusions: 1. Almost 93% of the sample populatoin are very much aware abut muffins, and only the 47.1% from the sample are aware about the muffins whole current product catagories

2. The quality is an msot important for the sample population 28.7% population responded that they switched from one product to another product due to quality. 47.1% from the sample population responded that the taste is an importatn
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element for improving the quality for the food items. 74.3% of the sample responded that the will definitely refer towards muffins due fo quality, so it shows that the muffins has the competitve edge over quality. 3. The prices of muffins products are not very much satisfiable for the sample population we conclude that through that 32.9% of the sample population responded that the prices of muffins products are high and only 37.2%

responded that the prices of muffins products are reasonable and 31.4% from sample responded that the pricess of muffins products are unaffordable for them. 4. The product expansion is an important element to attract the customer according to analysis that showing in this way that 71.4% of sample population responded that they like to buy different commodities from a single place and 81.4% from the sample population responded that if muuffins offers the different product category(grocery, cosmetics etc) they will move toward muffins that will be cost and time saving for them.

5. Free home delivery does impact on the attention on the customer and making awareness among users and non-users. It is the promotional activity to attract the customers, the 87.2% from the sample population responded strongly agree and agree to offer the free delivery to atrract the customer attention.

6. The non-users, that use other than muffins are 38.6% from the population, the muffins has still threat by the competitors 7. The 41.4% from the sample popualtion responded that the television is the good source to make aware about the food products and inly 12.9% of the sample populatin that are not watch the T.V on daily basis.

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RECOMMENDATIONS
After the whole analysis of data and conclusions under the consideration we became uble to give some suggestions and recommendations that are assential for the muffins to get attebtion of target customers. 1. The muffins should recognize few promtonal activities like discount. 2. The free home delivery can proof a good edge in order to attain the competitve edvantage. Muffins should considered this factor to make its reputatin in the market. 3. The muffins must taken into cosideration the prices of its products. Muffins should try to revise its prices and focuses that in what product catagory the prices are high that cause to less atrraction. 4. Muffins should go toward a media compaign the strong media tool that are recommended only for the muffins is Television this is only to make aware the housewives 5. The product expansion is very important factor, muffins main competitor that is Food Festival, offering grocery etc items that is cause to success of this brand. With the expansions in the product category the numbers of customer will increase that definitely will be affected of current products category.

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