BRAND TRACKING (WARID ZAHI)

Warid Zahi Post Paid

Topic: Brand Tracking

Company: Warid Telecom

Product: Warid Zahi

Presented To:
Mrs. Kausar Jafri
Associate Professor of English

Presented By:
Musaddaq Mahmood
Roll # 053
Section (A)
MBA (Evening)

Institute of Business Administration,

University of Punjab, Lahore.

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Warid Zahi Post Paid

Executive Summary

This project is about brand tracking and it will find out the position of Warid Zahi in

the market. In Warid Zahi we check the overall position in the mind of the

consumers. Also evaluate Warid Zahi with respect to its competitors. Tracking an

individual branded product involves measuring brand awareness and image for the

particular brand. In terms of brand awareness, both recall and recognition measures

should be collected the role of brand tracking methodologies is to monitor the health

and the value of your brands. The role of brand tracking methodologies is to monitor

the health and the value of your brands. These are the business equivalent of taking

your temperature or reading your pulse - they can tell you quite reliably (within

statistically-dictated tolerances) whether you are ill or well, and even how ill or how

well. They can also point to certain symptoms. The main feature that people look for

in postpaid connection is best service and performance. With postpaid the main thing

that comes in the mind of customer is billing. The first postpaid & most popular brand

that comes in the mind of customers is Warid Zahi. After the completion and during

the work of this project we will eventually learn about the brand of the Warid which

is at present their big issue and we will end up having better knowledge of the

importance of brand management in big organizations.

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Warid Zahi Post Paid

Preface:
The final report writing that was assigned to me in “Business Communication” was
to track a brand in the market.

I have carried out this report by following the instructions and guidelines; given by
the resource person. I started off by finding out the position of our product in the
market and carried out a survey by keeping in view the concept of brand equity.
Furthermore I have compared our brand with other competitors in the market and
identified the potential customers of our brand

There was not any difficulty being faced during project except few minor ones like
finding out the target customers of our brand.

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Warid Zahi Post Paid

Acknowledgement:

In the name of Allah Almighty who is the benefactor of

all mankind and who bestowed us capabilities and
unexpected resources, and gave us supremacy to
elevate knowledge.

First of all I would like to thank Mrs. Kausar Jafri who

gave me the opportunity to work for this report, and
also gave me a chance to learn and then to share my
findings with my fellows. This project has given me a
deep insight of brand tracking so I am much thankful
to her for providing me knowledge and guidance
required to carry out this project.

Signature
Musaddaq
Mahmood

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Warid Zahi Post Paid

Table of contents
Executive Summary----------------------------------------------------------------02
Preface--------------------------------------------------------------------------------03
Acknowledgement------------------------------------------------------------------04
Introduction to the project----------------------------------------------------------06
Purpose of study---------------------------------------------------------------------06
Tracking Methodology-------------------------------------------------------------07
Sampling technique-----------------------------------------------------------------07
Sample Size--------------------------------------------------------------------------07
Tools used----------------------------------------------------------------------------07
Introduction to the Company------------------------------------------------------08
Introduction to brand tracking-----------------------------------------------------09
What is brand tracking--------------------------------------------------------------09
Role of brand tracking--------------------------------------------------------------09
Tracking Approach------------------------------------------------------------------11
Finding & Analysis-----------------------------------------------------------------12
Consumer Based Brand Equity Elements----------------------------------------16
Brand Awareness & Usage---------------------------------------------------------16
Brand Usage--------------------------------------------------------------------------22
Brand Judgments--------------------------------------------------------------------24
Brand Superiority---------------------------------------------------------------------------27
Brand Consideration----------------------------------------------------------------28
Brand Performance------------------------------------------------------------------29
Brand Resonance--------------------------------------------------------------------34
Consumer Preferences & Profiling-----------------------------------------------36
Major Findings----------------------------------------------------------------------40
Conclusion---------------------------------------------------------------------------40
Recommendations------------------------------------------------------------------41
References---------------------------------------------------------------------------42

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Warid Zahi Post Paid

Appendix-----------------------------------------------------------------------------43

Brand Tracking:

Introduction

Name of the company:

Warid Telecom

Name of the product:

Warid Zahi (Postpaid connection)

Introduction to the project:

This project is about brand tracking and it will find out the position of Warid Zahi in

the market. It will also help out to see where it stands in the markets, what the good

& bad attributes in it and consumer’s liking and disliking regarding Warid Zahi

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Warid Zahi Post Paid

Purpose of study:
The basic purpose of study was to measure awareness of Warid Zahi as well as to

check the overall position in the mind of the consumers. Also evaluate Warid Zahi

with respect to its competitors.

Tracking Methodology:

Sampling technique:

The sampling technique which is being used in this report is “Random

Sampling”

Sample Size:

The sample size for this study is 50 and all of them belong to different areas of

Lahore and they include only those people who use post paid connections.

Tools used:

We have used the following tools to carry out this report:

• Ms Excel

• Ms Word

Reference Material:

• Text book Strategic Brand Management by Jean-Noel Kapferer

• Internet

Limitations:

• Sample belongs to the single city (i.e. Lahore)

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Warid Zahi Post Paid

• Sample belongs to few main towns of Lahore.

• Respondents were not very much interested in filling out the

questionnaire

Introduction to the Company:

Warid Telecom, Pakistan started its business on 23rd May, 2005. Warid Telecom has

been set up to provide a premium quality GSM services in Pakistan. Wateen Telecom

is also a sister concern of Warid Telecom and they are also operating in Pakistan.

Warid Telecom takes pride in being backed by the Abu Dhabi Group, one of the

largest groups in the Middle East and the single largest foreign investor group in

Pakistan.

Warid Telecom made no compromise on investments required for research and

development. With a capital expenditure of over US $500 million, Warid Telecom

has been set up to provide a premium quality GSM service. In less than 4 years,

Warid Telecom had a customer base of over 17,251,369 and operating in over 150

cities across Pakistan, providing quality services to their customers. Warid Telecom's

vision is "To be the leading national communication provider with a strong

international presence."

Warid Telecom is presently operating in 150 cities across Pakistan and now at

present their customer base is 17,251,369 (as of February 2009, Source: PTA). Warid

Telecom is the third largest company in Pakistan after Mobilink and Telenor.

Warid Pakistan currently provides both post-paid and pre-paid connection plans.

The post-paid plan is branded and marketed across the country under the name Zahi

Post-paid, which means leader or royalty. The pre-paid segment is branded and

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Warid Zahi Post Paid

marketed as Zem Pre-Paid. Zahi-Post-paid and Zem Pre-paid user enjoy various value

added services(VAS), such as SMS, MMS, F&F, GPRS, 64K SIM, Dual SIM

product, Corporate packages for product advertising via SMS, and a host of other

features. However International Roaming is only available to its Zahi (post-paid)

users as of March 2009 at very affordable prices, their international call rates are also

very competitive according to the zones in which they have divided the countries, and

some zones rates are as low as 2 to 4 Rupees. Warid Telecom with low rates to

capture the market with already giants operating the cellular world of Pakistan is the

major task for Warid Telecom major competitor is Mobilink with already about 30

million subscribers it is not an easy task to break the market.

Introduction to brand tracking:

What is brand tracking:

Tracking an individual branded product involves measuring brand awareness and

image for the particular brand. In terms of brand awareness, both recall and

recognition measures should be collected. In general, awareness measures should

move from general to more specific questions thus, it may make sense to first ask

consumers what brand comes to mind in certain situations, to next ask for recall of

brands on the basis of various product categories cues, and to then finish with tests of

brand recognition.

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Warid Zahi Post Paid

Role of brand tracking:

The role of brand tracking methodologies is to monitor the health and the value of

your brands. These are the business equivalent of taking your temperature or reading

your pulse - they can tell you quite reliably (within statistically-dictated tolerances)

whether you are ill or well, and even how ill or how well. They can also point to

certain symptoms. However, if you want to know how to get better, you may have to

go to see a doctor (or, in this case, a consultant/marketing research agency using

sophisticated diagnostic and prognostic techniques).

There are at least six ways of tracking your brand health (in order of increasing cost):

1. Running top-line brand equity research to measure the customer-perceived

health of your brands

2. Buying trade + home audit data in consumer markets

3. Running pricing research to measure the price/value of your brand (a key

component in brand valuations)

4. Conducting a formal valuation of your brands

5. Measuring the impact of each constituent of the branding mix

(products/services, advertising, promotions, packaging, sales force, call

centers, eBusiness, public relations etc.) on the overall health of your brands

6. Developing a business scorecard that can track all inputs to the financial

results of the company, and the performance of branding within that total

business mix

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Warid Zahi Post Paid

Tracking Approach:
To track our brand “WARID ZAHI” we have used the following dimensions of

Consumer Based Brand Equity

• Brand Awareness & Usage

• Brand Judgments

• Brand Performance

• Brand Imagery

• Brand Feelings

• Brand Resonance

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Warid Zahi Post Paid

Finding & Analysis:

Best Feature in Postpaid:

Which feature do you look for, before selecting a postpaid brand:

& followings were the options available to them:

I) Best Performance II) Best Service III) Cost Effectiveness

IV) Attractive Package V) Friends/Family Influence

On the basis of the above options here are our findings

Best Feature in Postpaid

Cumulative
Parameter Frequency Percent Valid Percent
Percent

Best Performance 17 34.0 34.0 34.0

Best Service 18 36.0 36.0 70.0

Cost Effective 8 16.0 16.0 86.0

Valid
Attractive Packages 6 12.0 12.0 98.0

Friends/Family Influence 1 2.0 2.0 100.0

Total 50 100.0 100.0

Interpretation:

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Warid Zahi Post Paid

The above table and graph shows that the main thing those consumers look for in post

paid connections is best service and then best overall performance.

• 36 % of the respondents think that best service is the feature they look for

before selecting a post paid connection.

• 34 % of the respondents think that best performance is the feature they look

for before selecting a post paid connection.

• 16 % of the respondents think that cost effective is the feature they look for

before selecting a post paid connection.

• 12 % of the respondents think that “attractive packages” is the feature they

look for before selecting a post paid connection.

• Only 2 % of the respondents consider friends/family influence before

selecting a post paid connection.

Thing that comes in mind with postpaid:

When you think of a post paid connection; what is the main thing that comes in
to your mind:
I) Status II) Billing III) Cost effective
IV) Variety of Packages

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Warid Zahi Post Paid

Thing that comes in mind with postpaid

Cumulative
Frequency Percent Valid Percent Percent

Status 10 20.0 20.0 20.0

Billing 23 46.0 46.0 66.0

Valid Cost Effective 8 16.0 16.0 82.0

Variety of Packages 9 18.0 18.0 100.0

Total 50 100.0 100.0

Interpretation:

The above table and graph shows that; with post paid, the main thing that comes in to

minds of respondents is billing.

• 46% respondents think that billing is the main thing that comes first in to their

mind when they think of postpaid connection.

• 20% respondents think that status is the main thing that comes first in to their

mind when they think of postpaid connection.

• 18% respondents think that cost effective is the main thing that comes first in

to their mind when they think of postpaid connection.

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Warid Zahi Post Paid

• 16% respondents think that variety of packages is the main thing that comes

first in to their mind when they think of postpaid connection.

Consumer Based Brand Equity Elements:

Brand Awareness & Usage

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Warid Zahi Post Paid

Here is our finding and analysis regarding brand awareness

Brand Recall:

When you think of a post paid connection; which brand comes first in

your mind?

& these were the options given to them: `

I) Mobilink Indigo II) Warid Zahi III) Ufone Postpay

IV) Telenor Persona V) Zong Postpaid

Here is the frequency table of their answers. Majority of the respondents said
Warid Zahi as the first brand that comes in to their mind when they think of
post paid connections.
Brand comes first in your mind

Cumulative
Frequency Percent Valid Percent Percent

Mobilink Indigo 18 36.0 36.0 32.0

Warid Zahi 20 40.0 40.0 76.0

Ufone Postpay 6 12.0 12.0 88.0

Valid
Telenor Persona 4 8.0 8.0 96.0

Zong Postpaid 2 4.0 4.0 100.0

Total 50 100.0 100.0

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Warid Zahi Post Paid

Interpretation:

The above table and graph shows that most of the people think that Warid Zahi is the

brand that comes first in to their minds when they think of a postpaid connection.

• 40% of the respondents think that Warid Zahi is the brand that comes first in

to their minds when they think of a postpaid connection.

• 36% of the respondents think that Mobilink Indigo is the brand that comes

first in to their minds when they think of a postpaid connection.

• 12% of the respondents think that Ufone Postpay is the brand that comes first

in to their minds when they think of a postpaid connection.

• 8% of the respondents think that Telenor Persona is the brand that comes

first in to their minds when they think of a postpaid connection.

• 4% of the respondents think that Zong Postpaid is the brand that comes first

in to their minds when they think of a postpaid connection.

Medium of awareness:
How did you come to know about Warid Zahi:
I) TV II) Billboard/Banner III) Newspaper/Magazine
IV) Radio V) Friends/Family

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Warid Zahi Post Paid

Come to know about Zahi through which media

Cumulative
Frequency Percent Valid Percent Percent

TV 25 50.0 50.0 50.0

Billboards/Banners 12 24.0 24.0 74.0

Newspaper/Magazine 5 10.0 10.0 84.0

Valid
Radio 1 2.0 2.0 86.0

Friends/Family 7 14.0 14.0 100.0

Total 50 100.0 100.0

Interpretation:

The above table and graph shows that majority of the people got awareness
regarding Zahi through TV,

• 50% of the respondents come to know about Warid Zahi through

Television.
• 24% of the respondents come to know about Warid Zahi through
Billboards/Banners
• 14% of the respondents come to know about Warid Zahi through
Friends/Family

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Warid Zahi Post Paid

• 10% of the respondents come to know about Warid Zahi through

Newspapers/Magazines.
• 2% of the respondents come to know about Warid Zahi through Radio.

Brand recognition:

Later we asked them question regarding brand recognition which states that:

Please complete the spelling of the following brand names:

& they were given the following options

i) __N__ __G__
ii) __ A __ I
iii) P __ S __ __ AY
iv) P__ R __ __ N A
v) Z__N__ P__S__ P__ __D
And here are the outcomes:
Brand Wrong Spelling Don’t Know Right Spelling
Zahi 0 2 48
Indigo 0 3 49
Postpay 0 6 44
Persona 0 8 42
Zong Postpaid 1 9 40

Interpretation:

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Warid Zahi Post Paid

The above table and graph shows that; most of the respondents have spelled correctly,
all the brand names. This shows that the awareness level is satisfactory among the
target audience. Most of the respondents have correctly spelled Warid Zahi as
compared to other brand names and on the other hand Zong postpaid is the most un
known brand name.

Please enter the serial number of each company under its logo:
1) Mobilink 2) Warid 3)Ufone 4) Telenor 5) Zong

Brand Wrong Identification Didn’t Right Identification

Identified
Warid 6 0 44
Mobilink 5 0 45
Ufone 6 0 44
Telenor 6 0 44
Zong 6 0 44

Interpretation:

The above table and graph shows that most of the respondents know and aware about

the logos of the companies of postpaid. There are only six questionnaires where the

serial number of the logos was not entered correctly, rest 92% of the respondents

have correctly entered the serial number of the logos. Which shows that the

awareness level of brand themselves is very high.

Familiar with Warid Zahi:

How much are you familiar with Warid Zahi:

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Warid Zahi Post Paid

i) Never heard about it

ii) Have heard about the name, but don’t know about its packages
iii) Aware of Warid Zahi but haven’t used it
iv) I am using Warid Zahi
How much familiar with Zahi

Cumulative
Frequency Percent Valid Percent Percent

Never heard about it 2 4.0 4.0 4.0

Have heard about the name,

but don't know about its 15 30.0 30.0 34.0
packages
Valid
Aware of Warid Zahi, but
13 26.0 26.0 60.0
haven't used it

I am using Warid Zahi 20 40.0 40.0 100.0

Total 50 100.0 100.0

Interpretation:

The above table and graph shows that majority among our respondents is using Warid

Zahi. Other than those there is a majority of the people who don’t know about

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Warid Zahi Post Paid

packages of Zahi but still they have heard its name. There are only 4 % people who

have never heard about Warid Zahi.

Brand Judgments

Overall Brand Reputation

Overall how do you rate Warid Zahi:
i) Very good ii) Good iii) Neutral iv) Bad v) Worst
Overall Warid Zahi

Cumulative
Frequency Percent Valid Percent Percent

Worst 4 8.0 8.0 8.0

Bad 5 10.0 10.0 18.0

Neutral 20 40.0 40.0 58.0

Valid
Good 13 26.0 26.0 84.0

Very Good/Best 8 16.0 16.0 100.0

Total 50 100.0 100.0

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Warid Zahi Post Paid

Brand Credibility:

Warid Telecom cares for its customers:

Strongly Disagree Disagree Neutral Agree Strongly Agree

1 Warid2Cares for its customers
3 4 5
Cumulative
Frequency Percent Valid Percent Percent

Strongly Disagree 3 6.0 6.8 6.8

Disagree 2 4.0 4.5 11.4

Neutral 21 42.0 47.7 59.1

Valid
Agree 14 28.0 31.8 90.9

Strongly Agree 4 8.0 9.1 100.0

Total 44 88.0 100.0

Missing System 6 12.0

Total 50 100.0

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Warid Zahi Post Paid

Brand Superiority:
Which brand is most popular among post paid brands?
i) Mobilink Indigo ii) Warid Zahi iii) Ufone Postpay
iv) Telenor Persona v) Zong Postpaid

Most Popular Brand

Cumulative
Frequency Percent Valid Percent Percent

Mobilink Indigo 22 44.0 44.0 38.0

Warid Zahi 23 46.0 46.0 90.0

Ufone Postpay 1 2.0 2.0 92.0

Valid
Telenor Persona 2 4.0 4.0 96.0

Zong Postpaid 2 4.0 4.0 100.0

Total 50 100.0 100.0

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Warid Zahi Post Paid

Warid Zahi is providing you best value against price:

Provides you best value against price
Strongly Disagree Disagree Neutral Agree Strongly Agree
Frequency Percent Valid Percent Cumulative
1 2 3 4 5
Percent

Strongly Disagree 1 2.0 2.0 2.0

Disagree 6 12.0 12.0 14.0

Neutral 19 38.0 38.0 52.0

Valid
Agree 19 38.0 38.0 90.0

Strongly Agree 5 10.0 10.0 100.0

Total 50 100.0 100.0

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Warid Zahi Post Paid

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Warid Zahi Post Paid

Users of Zahi
Who use Warid Zahi:
i) Status Conscious People
ii) Cost Conscious People
iii) Business People
iv) Poor People
Users of Warid Zahi

Cumulative
Frequency Percent Valid Percent Percent

Status Conscious People 9 18.0 18.4 18.4

Cost Conscious People 19 38.0 38.8 57.1

Valid Business People 18 36.0 36.7 93.9

Poor People 3 6.0 6.1 100.0

Total 49 98.0 100.0

Missing System 1 2.0

Total 50 100.0

Interpretation:

The above table and graph shows the opinion of the respondents regarding its users. It

says that the majority of the users of Zahi include cost conscious people and business

people. Then 18% people think that users of Zahi are status conscious people where

as only 6 % think that the users of Zahi are poor people.

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Warid Zahi Post Paid

Brand Resonance
Brand Loyalty:
If new brand of post paid connections come in to market (by any other
company); will you switch to it:
i) Yes ii) May be iii) No
You will switch from Zahi

Cumulative
Frequency Percent Valid Percent Percent

Yes 12 24.0 24.0 24.0

May be 23 46.0 46.0 70.0

Valid No 14 28.0 28.0 98.0

Missing 1 2.0 2.0 100.0

Total 50 100.0 100.0

Interpretation:

The above table and graph shows that only 28 % of their target audience is loyal to
the company that is they will not switch to the other companies and options available
by the passage of time. However a huge portion of people which is around 46% of the
total respondents say that they may shift to the new company after seeing packages
and benefits available. There are only 24% people who think that they will shift to
another company if any available in future. So Warid has improve its overall product
more and try to attract the rest 72% of people and try to attract them.

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Warid Zahi Post Paid

Consumer Preferences & Profiling:

Following data shows the consumers preferences and profiling:

Brand comes first in your mind * Occupation Crosstabulation

Count

Occupation

Student Business Employee Total

Mobilink Indigo 8 4 2 14

Warid Zahi 10 12 2 24
Brand comes first in your
Ufone Postpay 3 3 0 6
mind
Telenor Persona 1 2 1 4

Zong Postpaid 1 1 0 2

Total 29 16 5 50

Interpretation:

The above table shows that among respondents the very first brand that comes in to

their mind is Warid Zahi; especially it appeals to the student community. The second

brand is Mobilink indigo which also appeals more to students as well as business

class. Ufone postpay and Zong postpay are the one that does not appeal to the

employed target audience.

According to over survey the major target market of Zahi would be students as well

as Business class as they take it as symbol of status etc.

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 Warid Zahi Post Paid

Brand comes first in your mind * Age Group Crosstabulation

Age Group

Less than 20 yrs 21 yrs to 25 yrs 26 yrs to 30 yrs 31 yrs to 35 yrs Above 35 years Total

Mobilink Indigo 3 4 4 1 2 14

Warid Zahi 3 14 2 4 1 24

Ufone Postpay 1 3 0 1 1 6

Telenor Persona 0 2 0 1 1 4

Zong Postpaid 1 0 0 1 0 2

Total 8 23 6 8 5 50

Interpretation:

The above table shows that the target audience belongs to the age group of 21-25 yrs.

Occupation * Most Popular Brand Cross tabulation

Most Popular Brand

Mobilink Indigo Warid Zahi Ufone Postpay Telenor Persona Zong Postpaid Total

Student 10 16 1 0 2 29

Business 7 7 0 2 0 16

Employeed 2 3 0 0 0 5

Total 19 26 1 2 2 50

Interpretation:

The above table shows that the most popular brand among the target audience is

Warid Zahi. After Zahi its indigo which is following. Zahi is also most popular

among students.

Major Findings:
1. The main feature that people look for in postpaid connection is best service

and performance.

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Warid Zahi Post Paid

2. With postpaid the main thing that comes in the mind of customer is billing.

3. The mostly postpaid & most popular brand that comes in the mind of

customers is Warid Zahi

4. Overall the awareness level regarding Warid and Warid Zahi is high.

Conclusion:
1. Overall brand reputation is good

2. Warid Zahi product attributes are better than its competitors

3. People use it because they find it more cost effective

4. Students and business people are the main segments for Warid Zahi

5. Mostly cost conscious people use Warid Zahi

Recommendations:
Here are a few recommendations for Warid Zahi:

• As mostly people consider Zahi as cost effective and as a better service so

they should maintain their service as well as best performance so that they

can, not only retain their current customers but as there are a lot of potential

customers are there in market so they can be attracted as well.

• They should properly workout a proper awareness plan for the consumers so

that the minor mistakes which are highlighted through this survey would not

be repeated.

• They should take proper feedback from customer about their brand and

service quality.

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Warid Zahi Post Paid

References:
These are the references which helped us in collecting data and complete this project:

Book
Chapter 02, 08

Strategic Brand Management

Second Edition by Kevin Lane Keller

URLS
http://www.waridtel.com

http://www.mudvalley.co.uk/collateral/content/20.htm

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Warid Zahi Post Paid

Appendix:

Questionnaire
I am student of MBA at IBA, University of Punjab Lahore and I am conducting
a survey regarding brand tracking of Warid Zahi. Your valuable information
& cooperation will be highly appreciated.

Read each statement and then select the answer:

Q1 Which type of mobile connection do you use:

i) Prepaid ii) Postpaid

Q2 When you think of a post paid connection; what is the main thing that
comes in to your mind:
i) Status ii) Billing iii) Cost
effective
iv) Variety of Packages

Q3 When you think of a post paid connection; which brand comes first in your
mind:
i) Mobilink Indigo ii) Warid Zahi iii) Ufone Postpay
iv) Telenor Persona v) Zong Postpaid

Q4 Please complete the spelling of the following brand names:

i) __N__ __G__
ii) __ A __ I
iii) P __ S __ __ AY
iv) P__ R __ __ N A

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Warid Zahi Post Paid

v) Z__N__ P__S__ P__ __D

Q5 Which feature do you look for, before selecting a postpaid brand:

i) Best Performance ii) Best Service iii) Cost Effectiveness
iv) Attractive Package v) Friends/Family Influence

Q6 Monthly how much do you spend for talking on mobile phone (in Rupees):
i) Les than 200 ii) 201 - 500 iii) 501 - 1000
iv) 1001- 1500 v) More than 1500

Q7 Please enter the serial number of each company under its logo:
1) Mobilink 2) Warid 3)Ufone 4) Telenor 5) Zong

Q8 Are you familiar with Warid Telecom:

i) Yes ii) No

Q9 Are you familiar with Warid Zahi:

i) Yes ii) No

Q10 How much are you familiar with Warid Zahi:

i) Never heard about it
ii) Have heard about the name, but don’t know about its packages
iii) Aware of Warid Zahi but haven’t used it
iv) I am using Warid Zahi

Q11 How did you come to know about Warid Zahi:

i) TV ii) Billboard/Banner iii) Newspaper/Magazine

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Warid Zahi Post Paid

iv) Radio v) Friends/Family

Q12 Why have you selected Warid Zahi:

i) Best Performance ii) Best Service iii) Cost Effectiveness
iv) Attractive Package v) Friends/Family Influence

Q13 Warid Zahi is best postpaid cellular connection:

Strongly Disagree Disagree Neutral Agree Strongly Agree

1 2 3 4 5

Q14 Who use Warid Zahi:

i) Status Conscious People
ii) Cost Conscious People
iii) Business People
iv) Poor People

Q15 Warid Zahi is providing you best value against price:

Strongly Disagree Disagree Neutral Agree Strongly Agree

1 2 3 4 5

Q16 Please rank the following for Warid Zahi:

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Warid Zahi Post Paid

S.D. D. N. A. S.A.
Sincerity
Down to earth 1 2 3 4 5
Honest 1 2 3 4 5
Wholesome 1 2 3 4 5
Cheerful 1 2 3 4 5
Excitement
Daring 1 2 3 4 5
Spirited 1 2 3 4 5
Imaginative 1 2 3 4 5
Up to date 1 2 3 4 5
Competence
Reliable 1 2 3 4 5
Intelligent 1 2 3 4 5
Successful 1 2 3 4 5
Sophistication
Upper class 1 2 3 4 5
Charming 1 2 3 4 5
Ruggedness
Outdoorsy 1 2 3 4 5
Tough 1 2 3 4 5

Q17 Please rank the Post paid connections according to the following scale:

Worst Bad Neutral Good Best

1 2 3 4 5

Warid Mobilink Ufone Telenor Zong

Zahi Indigo Postpay Persona Postpaid
Price
Network
Availability
Packages
Service
Voice Clarity

Q18 Warid Zahi Suits my personality and lifestyle:

Strongly Disagree Disagree Neutral Agree Strongly Agree

1 2 3 4 5

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Warid Zahi Post Paid

Q19 Warid Zahi users are like me:

Strongly Disagree Disagree Neutral Agree Strongly Agree

1 2 3 4 5

Q20 Which brand is most popular among post paid brands:

i) Mobilink Indigo ii) Warid Zahi iii) Ufone Postpay
iv) Telenor Persona v) Zong Postpaid

Q21 Overall how do you rate Warid Zahi:

i) Very good ii) Good iii) Neutral iv) Bad v) Worst

Q22 Will you recommend you friends/family to use Zahi:

i) Yes ii) No

Q23 If new brand of post paid connections come in to market (by any other
company); will you switch to it:
i) Yes ii) May be iii) No

Q24 Warid Telecom cares for its customers:

Strongly Disagree Disagree Neutral Agree Strongly Agree

1 2 3 4 5

Personal Profile:
Q25 Your Name: ______________________________________

Q26 Your gender:

i) Male ii) Female

Q27. You are in the age group of

i) Less than 20 yrs ii) 21 yrs to 25 yrs iii) 26 yrs to 30 yrs
iv) 31 yrs to 35 yrs v) Above 35 yrs

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Warid Zahi Post Paid

Q28 Your household income is:

i) Below Rs. 20,000 ii) 20,001 to 30,000 iii) 30,001 to 40,000
iv) 40,001 to 50,000 v) More than 50,000

Q29 How often do you go for dine out in a month:

i) Never ii) Once iii) 2-3 times
iv) 4-5 times v) More than five times

Q30 Your Occupation:

i) Student ii) Business iii) Employed

Q31 Marital Status:

i) Single ii) Committed ii) Married

Q32 Your residential Area is: ______________________________________

Musaddaq Mahmood
THANK YOU!

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