Domino's Project

Consumer Satisfaction in Domino’s Pizza India Limited

CHAPTER- 1 FAST FOOD INDUSTRY

INDUSTRY OVERVIEW

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1.1INDUSTRIAL

BACKGROUND

The fast food industry is on a high as Indians continue to have a feast.

Fuelled by what can be termed as a perfect ingredient for any industry -

large disposable incomes- the food sector has been witnessing a marked

change in consumption patterns, especially

in terms of food. An increasing number of

international fast food chains rushing to

India is because all of them see tremendous

potential in for this type of business. The

large upwardly mobile population in the urban areas tend to eat out more

often or business or for leisure.

The various players operating in India are the well established Indian chains

like Nirula’s. In addition to these, apparently some of the best known

international food chains are looking at India. Among them are Sbarro, The

Burger King, KFC, Dunkin Donuts, Sub-way, etc. are some of them to

name. At present all these players are fighting for a small pie, as fast food is

really not a big habit with Indians, but they see a big potential.

The players are fighting on products, pricing, positioning and trying to

convert their first trials into regular purchase by providing delightful

service quality. The focus is on product quality and standardization on

taste. Consistency is the key, as its standardization in fast food as the

consumer is short on time and wants to satisfy his taste buds with a

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consistent taste experience. Beyond this each player has its own strategy to

expand consumer base.

Some feel that pricing is not the deciding factor since fast food is not

price sensitive market because it is not a single diet of Indians.

Some others are competing on positioning which is surprisingly

varied, giving the small size of the market.

For most, targeting children seems the right strategy.

Advertising is popular.

However, with competition hooting up most chains are increasing

reach as well as working on establishing a national presence.

Trends in the fast food industry

The industry is estimated to grow at 9-12 per cent, on the basis of an

estimated GDP growth rate of 6-8 per cent, during the Tenth Five

year plan period. Value addition of food is expected to increase from

the current 8 per cent to 35 per cent by the end of 2025. Fruit and

vegetable processing, which is currently around 2 per cent of total

production will increase to 10 per cent by 2010 and to 25 per cent by 2025.

The popularity of food and agro products is not surprising when the sector is

now offering a growth of more than 150 per cent in sales. While US brands

such as McDonald’s, Pizza hut and Kentucky Fried Chicken have become

household names, more are on their way.

The Market Scenario

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India among top 10 markets for weekly fast food consumption, an online

survey has found. Most of the countries are from the Asia-pacific region,

with the US being the exemption. According to an A C Neilson study of 28

markets across the US, Europe and the Asia -Pacific, carried out through the

internet in interviews with more than 14000 consumers, Asians are the

world’s greatest fast food fans.

Percentage of adult population eating at takeaway restaurants at least once

every week:

Hong Kong 61 %

Malaysia 59 %

Philippines 54 %

Singapore 50 %

Thailand 44 %

China 41 %

India 37 %

Europe 11 %

Among the international fast food chains and local operators, Domino’s

emerges as the most popular of all takeaway options with 54% of

Americans, 75% of Europeans and 64% of Asians. Dominos is most visited

in Australia (84%) KFC is most visited in China (42%), Pizza hut is most

visited in India (22%) A typical fast food meal in the India & other

Multinational companies consists of fries and a burger (or other main item).

History

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The concept of ready-cooked food for sale is closely connected with urban

development. In Ancient Rome cities had street stands that sold bread and

wine. A fixture of East Asian cities is the noodle shop. Flatbread and falafel

are today ubiquitous in the Middle East. Popular

Indian fast food dishes include vada pav, panipuri and dahi vada. Some

trace the modern history of fast food in America to July 7, 1912 with the

opening of a fast food restaurant called the Automat in New York. The

Automat was a cafeteria with its prepared foods behind small glass windows

and coin-operated slots. Joseph Horn and Frank Hardart had already opened

the first Horn & Hardart Automat in Philadelphia in 1902, but their

‘Automat’ at Broadway and 13th Street, in New York City, created a

sensation. Numerous Automat restaurants were built around the country to

deal with the demand. Automats remained extremely popular throughout the

1920s and 1930s. The company also popularized the notion of ‘take-out’

food, with their slogan ‘Less work for Mother’. The American company

White Castle is generally credited with opening the second fast-food outlet

in Wichita, Kansas in 1921, selling hamburgers for five cents from its

inception and spawned numerous competitors.

It is arguable because most historians and Secondary School textbooks state

that A&W was the first fast food restaurant, which opened in 1919.After

discovering that most of their profits came from hamburgers, the brothers

closed their restaurant for three months and reopened it in 1948 as a walk -

up stand offering a simple menu of hamburgers, French fries, shakes, coffee,

and Coca-Cola, served in disposable paper wrapping. As a result, they were

able to produce hamburgers and fries constantly, without waiting for

customer orders, and could serve them immediately; hamburgers cost 15

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cents, about half the price at a typical dinner. Their streamlined production

method, which they named the “Speedee Service System”, was influenced

by the production line innovations of Henry Ford.

In the cities of Roman antiquity, much of the urban population living in

insulate, multi-storey apartment blocks, depended on food vendors for much

of their meals. On New Year's Day 2008 a study was conducted worldwide

counting the number of fast food restaurants per person. The UK has

claimed this title with Australia second and the United States third. England

alone accounted for 25% of all fast food.

PROBLEMS IN THE ORGANISATION

Trans fats caused problems for Dominos. Trans fats are formed when liquid

vegetable oils go through a chemical process called hydrogenation. Common

in a range of food products biscuits, chips, doughnuts, crackers the

hydrogenated vegetable fat is used by food processors because it is solid at

room temperature and has a longer shelf life. In September 2002, Dominos

issued a statement announcing a significant reduction of trans fats in its fried

menu items French fries, chicken Mc Nuggets, Filet-O-Fish, Hash Browns

and crispy chicken sandwiches with the introduction of improved cooking

oil in all of its 13,000 restaurants.

The change was supposed to be completed by February 2003. However,

dominos encountered operational issues and the oil was not changed. An

anti-trans fat group claims that dominos deliberately allowed the public to be

misled. Legal action has forced Dominos to give effective notice to the

public that the oil was not changed. In Europe and the US, food makers are

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under growing pressure from consumer groups to cut the trans fat content in

food products.

1.2 THEORETICAL

LITERATURE

Consumer Satisfaction

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Customer satisfaction, a term frequently used in marketing, is a measure of

how products and services supplied by a company meet or surpass customer

expectation. . Customer satisfaction is defined as "the number of customers,

or percentage of total customers, whose reported experience with a firm, its

products, or its services (ratings) exceeds specified satisfaction goals."

It is seen as a key performance indicator within business and is part of the

four of a Balanced Scorecard. In a competitive marketplace where

businesses compete for customers, customer satisfaction is seen as a key

differentiator and increasingly has become a key element of business

strategy.

Within organizations, customer satisfaction ratings can have powerful

effects. They focus employees on the importance of fulfilling customers’

expectations. Furthermore, when these ratings dip, they warn of problems

that can affect sales and profitability. These metrics quantify an important

dynamic. When a brand has loyal customers, it gains positive word-of-

mouth marketing, which is both free and highly effective. Therefore, it is

essential for businesses to effectively manage customer satisfaction. To be

able do this, firms need reliable and reprehensive measures of satisfaction.

In researching satisfaction, firms generally ask customers whether their

product or service has met or exceeded expectations. Thus, expectations are

a key factor behind satisfaction. When customers have high expectations and

the reality falls short, they will be disappointed and will likely rate their

experience as less than satisfying. For this reason, a luxury resort, for

example, might receive a lower satisfaction rating than a budget motel—

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even though its facilities and service would be deemed superior in

“absolute” terms.

The importance of customer satisfaction diminishes when a firm has

increased bargaining power. For example, cell phone plan providers, such as

AT&T and Verizon, participate in an industry that is an oligopoly, where

only a few suppliers of a certain product or service exist. As such, many cell

phone plan contracts have a lot of fine print with provisions that they would

never get away if there were, say, a hundred cell phone plan providers,

because customer satisfaction would be way too low, and customers would

easily have the option of leaving for a better contract offer. There is a

substantial body of empirical literature that establishes the benefits of

customer satisfaction for firms.

Consumer Satisfaction through Four P’s of Marketing Mix

Marketing Mix:

Marketing Mix refers to the

ingredients or the tools or the

variable which the marketer mixes

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in order to interact with a particular market. According to Philip Kotler,

“Marketing Mix is a set of marketing tools that the firm uses to

pursue its marketing objectives in the target market.”

Marketing mix is a term used to describe the combination of the four

inputs which constitute the core of a company’s marketing system: the

product; the price structure; the promotional activities, and the distribution

system.

Marketing mix represents the total marketing program of a firm. It involves

decisions with regard to product, price, place and promotion. Marketing mix

is a b lending of decisions in the 4 P’s. Four major ingredients of marketing

mix are:

1. Product-

A product is any good or service that consumers want. It is a bundle of

utilities or a cluster of tangible and intangible attributes. Product component

of the marketing mix involves planning, developing and producing the right

type of products and services. It deals with the dimensions of product line,

durability and other qualities. The total product should be such that it really

satisfies the needs of the target market. In short, product mix requires

decisions with regard to:

a) Size and weight of the product

b) Quality of the product

c) Design of the product

d) Volume of output

e) Brand name

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f) Packaging

g) Product range

h) Product testing

2. Price-

Price is an important factor affecting the success of a firm. Pricing

decisions and policies have a direct influence on sales volume and

profits of business. Price is, therefore, an important element in the

marketing mix. In practice, it is very difficult to fix the right price. Right

price can be determined through pricing research and test marketing. A lot of

exercise and innovation is required to determine the price that will

enable the firm to sell its products successfully. Demand, cost,

competition, government regulation, etc. are the vital factors that must be

taken into consideration in the determination of the price.

Price mix involves decisions regarding base price, discounts, allowances,

fright payment, credit, etc.

3. Promotion-

Promotion component of the marketing mix is concerned with bringing

products to the knowledge of customers and persuading them to buy.

It is the function of informing and influencing the customer. Promotion mix

involves decisions with respect to advertising, personal selling and

sales promotion. All these techniques help to promote the sale of products

and to fight the competition in the market.

No single method of promotion is effective alone and, therefore, a

promotional campaign usually involves a combination of two or more

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promotional methods. Growing competition and widening market have

made simultaneous use of more than one promotional method all the

more necessary. Combination of two or more methods in a single

promotional campaign requires an effective blending of promotional inputs

so as to optimize the expenditure on each. There is no one ideal product,

type of customers, the promotion budget, stage of demand, etc. should

be taken into consideration.

4. Place (Distribution)-

This element of marketing mix involves a choice of the place where

the products are to be displayed and made available to the customers. It

is concerned with decisions relating to the wholesale and retail outlets or

channels of distribution. The objective of selecting and managing trade

channels is to provide the products to the right customer at the right time and

place on a continuing basis. In deciding where and through whom to sell,

management should consider where the customer wants the goods to be

available. A manufacturer may distribute his goods through his own

outlets or he may employ wholesalers and retailers for this purpose.

Irrespective of the channel used management must continuously

evaluate channel performance and make changes whenever performance

falls short of expected targets. In addition, management must develop a

physical distribution system for handling and transporting the products

through the selected channels. In the determination of distribution mix or

marketing logistics, a firm has to make decision with regard to the

mode of transporting of goods to middle -men, use of company vehicles or

both.

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Four P’s in Domino’s Pizza India Limited

1. Product Mix-

As explained earlier Product mix deals with the dimensions of product

line, quality and design of the product, its packaging, brand name, product

range, etc.

In this section we will study the product mix of Dominos Product line of

Dominos includes the products offered for sale, i.e. the range of food

products offered to the customers.

The product breadth or number of products offered by Dominos can be

classified as:

Vegetarian products

Non vegetarian products

Beverages

Deserts

Vegetarian Products:

o Veg. Cheese Pizza

o Veg. Onion Pizza

o Feast Pizza

Non-Vegetarian Products:

o Simply Chicken Pizza

o Non-Veg. I

o Non-Veg. II

Beverages:

o Cold Coffee

o Hot serves

o Soft drinks

o Shakes

Desserts:

o Soft serve cone

o Choco lava cake

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All this shows the wide product range of Dominos. Besides that the quality

of Dominos according to the survey and general findings, is consistent

throughout the life of the product.

That's how Domino’s plan their product range. Food quality is key at

Dominos. That’s why they take pride in the foods they serve and your

family. We seek out fresh lettuce and tomatoes, quality buns and potatoes,

select poultry and fish and wholesome dairy products. Despite extensive and

meticulous quality tests at the supplier end, all products are once

again carefully scrutinized at the restaurant. Our immaculate standards of

quality allow for nothing but the best to reach your tray.

Cold Chain: The term Cold Chain describes the network for the

procurement, warehousing, transportation and retailing of food products

under controlled temperatures.

Trikaya Agriculture - Supplier of Iceberg Lettuce:

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Implementation of advanced agricultural practices has enabled Trikaya to

successfully grow specialty crops like iceberg lettuce, special herbs and

many oriental vegetables. A specialized nursery with a team of agricultural

experts.

Vista Processed Foods Pvt. Ltd. - Supplier of Chicken and Vegetable

range of products:

A joint venture with OSI Industries Inc., USA, and Dominos India Pvt. Ltd.

Vista Processed Foods Pvt. Ltd. produces a range of frozen chicken and

vegetable foods- separate processing line for chicken and vegetable foods.

Dynamix Diary - Supplier of Cheese:

Dynamix has brought immense benefits to farmers in Baramati, Maharashtra

by setting up a network of milk collection centers equipped with bulk

coolers. Easy accessibility has enabled farmers augment their income by

finding a new market for surplus milk

Product strategies:

In order to achieve the desired rate of profits and growth, a firm has to

continuously adjust its products and product mix to the changing needs and

targets of the market. This matching of products to the requirements of

competition and buyers is known as product strategy.

Some of the important product strategies, which firms adopt, are as follows:

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1) Limited Line Strategy: This refers to the offering of one product or a

small number of products to cater specific market. The main benefit of

this strategy is low cost of operations. However, it cannot meet the

requirements of different types of customers in different markets.

2) Full Line Strategy: This Ids also known as broad line strategy, it

implies the offering of a large number of products to meet the

requirements of different customers in different markets.

3) Trading up and trading down: These are alternate or opposite

strategies for expanding the product mix. Trading up implies addition

of some higher priced products to the existing product line of lowered

priced products for improving the sales of old products. Trading

down refers to the addition of lower-priced products to the

existing higher priced product to boost total sales.

2. Price Mix-

Price is the key element of marketing mix because it relates directly to the

generation of total revenue. The term pricing policy refers to a systematic

approach to pricing of different products in different markets to evolve an

appropriate pattern of prices in the long run. It is the plan defining the

initial pr ice range and the planned price movements through time that

the firm will use to achieve its marketing objectives. Pricing policy

includes not only the determination of base prices but also the terms and

conditions of sale.

Company pricing policies:The price must be consistent with company

pricing policies. Many companies set up a pricing department to develop

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policies and establish or approve decisions. The aim is toensure that the

salespeople quote prices that are reasonable to customers and profitable to

the company.

Now-a-days, most companies follow buyer based pricing. They are basing

their prices on the Product’s perceived value. They see buyers perception of

value, not the seller’s cost, as the key to pricing. The company using

perceived-value pricing must establish the value in the buyers’ mind

concerning different competitive offers.

Dominos began with skimming prices, i.e. setting a very high price for a

new product initially and to reduce the price gradually as competitors enter

the market. The initial high price serves to skim the cream of the market,

that is, relatively insensitive to price. This approach to pricing is, in effect,

an experimental search for the right price and it may result in a market-

determined price. This method starts with a high price and moves the price

downward by steps until the right price is reached. Initially Dominos

charged high price than what is being charged now. But now it introduces

new schemes for value of money.

3. Place Mix (Distribution)-

This element of marketing mix involves a choice of the place where

the products are to be displayed and made available to the customers. It

is concerned with decisions relating to the wholesale and retail outlets or

channels of distribution. The objective of selecting and managing trade

channels is to provide the products to the right customer at the right time and

place on a continuing basis.

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Dominos distribution centers are wide, located in every area of India.

Dominos has Dine-in restaurant, Drive-Thru. Dominos has 122 restaurants

in India of which 72 are in north & east India and 50 in west & south

India:-

o 72 restaurants in North & East India:

32 in Delhi

20 in Uttar Pradesh - Noida (4), Ghaziabad (4), Mathura (1)

(Highway and Drive Thru)

Kanpur (2), Meerut (1), Lucknow (4), Agra (1), Allahabad (1),

Varanasi (2)

10 in Haryana - Faridabad (3), Manesar (1) (Highway and

Drive - Thru), Gurgaon (4)

Karnal (1) (Highway and Drive - Thru), Panipat (1)

5 in Punjab - Chandigarh (1), Ludhiana (1), Doraha (1)

(Highway and Drive - Thru)

Jalandhar (1), Patarsi (1) (Highway and Drive - Thru)

2 in Rajasthan - Jaipur (2)

1 in Uttaranchal - Dehradun (1)

o 50 in west and south India:

30 in Maharashtra - Mumbai (22), Pune (7), Nasik (1)

7 in Gujarat - Ahmedabad (4), Vadodara (2), Surat (1)

6 in Karnataka - Bangalore(6)

4 in Andhra Pradesh - Hyderabad (4)

3 in Madhya Pradesh - Indore (3)

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For the Big Mac, the current calendar year will be the biggest in terms of

restaurant openings, and by year-end, 16 new restaurants would be in

place, informs Vikram Bakshi, Managing Director, domino’s India.

The new outlets will be a combination of highway restaurants, outlets at

railway stations, at shopping malls and Cineplex, besides at residential

areas with significant footfalls. India recently won the tender for

setting up an outlet each at railway stations in Mumbai and Jaipur. In

Delhi, the chain will mark its presence through an outlet at the

ambitious Delhi Metro Rail Corporation project, expected to be

operational by year-end. And if all goes according to plan, another

dominos outlet could come up at Delhi's Nizammuddin railway station.

The fourth Dominos highway outlet on the Delhi-Jaipur highway is

expected to begin operating shortly. The chain’s other three highway

restaurants are located on the Delhi-Agra highway, the Delhi- Ludhiana

highway and the Mumbai-Pune highway.

4. Promotion Mix-

Promotion is a process of communication with the potential buyers

involving information, persuasion and influence. It includes all types of

personal or impersonal communication with customers and intermediaries.

Promotion mix refers to the combination of various promotional tools used

by a business firm to create, maintain and increase demand. It involves an

appropriate integration of advertising, personal selling, sales promotion and

publicity.

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Relation of McKinsey 7S model with Domino’s

Let's look at each of the elements specifically in relation with Domino’s

•Strategy: The plan devised to maintain and build competitive advantage over the competition.

Domino’s successfully has been able to maintain the over the years. They have used the effective strategies to maintain the consistency in the market for their survival.

•Structure: The way the organization is structured and who reports to whom. Domino’s has been able to maintain the structure and the disciplinary approach. The all things are in accordance and the customer is given a special attention and satisfaction.

•Systems: The daily activities and procedures that staff members engage in to get the job done.

•Shared Values: Called "super ordinate goals" when the model was first developed, these are the core values of the company that are evidenced in the corporate culture and the general work ethic.

•Style: The style of leadership adopted.

•Staff: The employees and their general capabilities.

Skills: The actual skills and competencies of the employees working for the company.

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COMPETITORS INFORMATION:

Major players in this field: -

1) Papa John’s Pizza

2) Nirula’s

3) Pizza hut

4) KFC

5) Mc Donald’s

These day working executives are busy a lot they don’t have the spare time

to cook food due to their high this possible income and ever increasing

arperalional levels they prefer to it out at this fast food outlets

(McDonalds, Nirula’s, Pizza Hut) where they find the match according

to their asperitional level.

1. Papa John’s Pizza-

Papa John's Pizza (NASDAQ: PZZA) is the

third largest take-out and delivery pizza

restaurant chain in the United States, behind

Pizza Hut and Domino's Pizza. It is based in

Louisville, Kentucky. Papa John's slogan is “Better Ingredients. Better

Pizza."

Internationally, there are over 3,300 Papa John's establishments, including

over 2,600 in the U.S. and more than 500 in over 30 other countries. Papa

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John's primarily takes carryout and delivery orders, although some stores

have tables and chairs. Papa John's offers online ordering throughout the

United States, automatically assigning all registered customers to the closest

location.

2. Nirula’s-

Established in 1934, Nirula’s today is a

diversified group having a chain of elegant

Business hotels, Waiter service restaurants,

Family style restaurants, Ice Cream parlors,

pastry shops and food processing plants in India. The chain with over

60 outlets operating in 5 states successfully caters to the Indian palate of

over 50000 guests every day or over 70 years.

The restaurants serves a wide variety of multi-cuisine foods, both

western and Indian including pizzas, burgers, chana kulcha, saag-roti and

much more! Ice cream parlors offer an extensive range of exciting and

innovative ice cream flavors with one new flavor added every month.

Nirula’s pastry shops are a one-stop shop for bakery and confectionary

items.

3. Pizza Hut-

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Pizza Hut is the largest pizza restaurant company in the world. It has

12700 outlets in 90 countries. Pizza Hut has an aggressive expansion plan

for India. It intends to have 100 outlets by the end of 2004. Pizza Hut will

consolidate its presence in cities where it already exists as an endeavor to

create a major share of these profitable markets first before spreading to

other markets. Pizza Hut is one of the largest pizza brands. Further, all new

outlets in India would be franchisee owned resulting from the smooth

functioning of the existing stores which are all franchisee owned.

Hence, the same arrangement will be followed in the future to ensure

growth-oriented results. The data written below represent what Pizza

Hut is all about and gives a brief profile of the company.

4. KFC -

KFC Corporation (KFC), founded and also known as

Kentucky Fried Chicken, is a chain of fast food

restaurants based in Louisville, Kentucky, in the United

States. KFC has been a brand and operating segment,

termed a concept of Yum! Brands since 1997, when that company was spun

off from PepsiCo as Tricon Global Restaurants Inc. KFC primarily sells

chicken pieces, wraps, salads and sandwiches. While its primary focus is

fried chicken, KFC also offers a line of grilled and roasted chicken products,

side dishes and desserts. Outside the USA, KFC offers beef based products

such as hamburgers or kebabs, poutine, pork based products such as ribs and

other regional fare.

The company was founded as Kentucky Fried Chicken by Colonel Harland

Sanders in 1952, though the idea of KFC's fried chicken actually goes back

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to 1930. Although Sanders died in 1980, he remains an important part of the

company's branding and advertisements, and "Colonel Sanders" or "The

Colonel" is a metonym for the company itself. The company adopted KFC,

an abbreviated form of its name, in 1991. Starting in April 2007, the

company began using its original name, Kentucky Fried Chicken, for its

signage, packaging and advertisements in the U.S. as part of a new corporate

re-branding program; newer and remodeled restaurants will have the new

logo and name while older stores will continue to use the 1980s signage.

Additionally, ‘Yum!’ continues to use the abbreviated name freely in its

advertising.

5. Mc Donald’s-

McDonald's Corporation (NYSE: MCD) is the

world's largest chain of hamburger fast food

restaurants, serving more than 58 million customers

daily. In addition to its signature restaurant chain,

McDonald’s Corporation held a minority interest in

Pret A Manger until 2008, was a major investor in

the Chipotle Mexican Grill until 2006, and owned the restaurant chain

Boston Market until 2007.

A McDonald's restaurant is operated by a franchisee, an affiliate, or the

corporation itself. The corporation's revenues come from the rent, royalties

and fees paid by the franchisees, as well as sales in company-operated

restaurants. McDonald's revenues grew 27% over the three years ending in

2007 to $22.8 billion, and 9% growth in operating income to $3.9 billion.

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McDonald's primarily sells hamburgers, cheeseburgers, chicken products,

French fries, breakfast items, soft drinks, shakes, and desserts. In response to

obesity trends in Western nations and in the face of criticism over the

healthiness of its products, the company has modified its menu to include

alternatives considered healthier such as salads, wraps and fruit.

1.3 CURRENT ISSUES

Middleby Marshall, the world leader in conveyor ovens, has been awarded

the 2008 Excellence in Partnership Award from Domino’s Pizza India, Ltd.

This is the third consecutive year Middleby has received the award.

Middleby Marshall has partnered with Domino’s India since their first pizza

store opened in New Delhi in 1996. Today, India is the fastest growing

country in the Domino’s network.

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"We are honored to receive this award from a true partner and the very

innovative team at Domino’s India," said Middleby Marshall President Mark

Sieron. "Our ovens have helped Domino’s establish a reputation in India for

being the home delivery specialist capable of delivering pizzas within 30

minutes to a community of loyal customers from its entire chain of stores

around the country."

Industry data confirms people across India are consuming more than three

million pizzas a month and the monthly sales figures are projected to double

in the next four years across India. Since inception, Domino's Pizza India

Ltd. has proceeded to become one of the largest and fastest growing

international food chains in South Asia. Today, Domino's Pizza India has

grown into a countrywide network of over 220 outlets in 42 cities and is the

leader in the fast food delivery segment. Ever since it was established,

Domino's Pizza India has maintained its position of market leadership with

its constant product innovation. Customers can order their pizzas by calling

a single countrywide Happiness Hotline. Domino's India was the first to start

this type of countrywide number for its customers. Currently Middleby

Marshall Ovens are installed in Domino’s restaurants around the world,

cooking more than 1 million pizzas per day.

R. Narayan B. Iyer and Dr. Suhasini Sharma from Indian Development

Foundation created awareness on TB to the members of Dominos Pizza at

four different stores in Mumbai on Saturday, 14th March. Dominos Pizza

Stores at Vile Parle (West), Vile Parle (East), Mahakali Caves Road and

Chakala organized the awareness program.

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CHAPTER- 2

INTRODUCTION TO

THE PROBLEMPage 27

Ajay Kaul, Chief Executive Officer of Domino's India (left) and Tarun Bhasin, Domino's India Chief of Operations (right) present the theDomino's India 2008 Business Partner of the Year Award to

Abhishek Azad of Middleby-Marshall India (center).


2.1 Statement of the problem

This topic is about analyzing the satisfaction of the consumers towards the

services provided by Domino’s Pizza India Ltd. It has come through to give

a clear cut idea to the market strategy, the ways of how the marketing pattern

of Domino’s Pizza India Ltd is. Its main aim is to find out the marketing

strategy and pattern of Domino’s Pizza India Ltd. in Bangalore and also how

it properly acts to attract customers to its enterprise.

The comprehensive statement of the problem can be state as “A Study on

Consumer satisfaction of Domino’s Pizza India Limited in Bangalore city”.

2.2 OBJECTIVES OF THE STUDY

To do customer value analysis which includes identifying the

major attributes that customers value in a fast food chain

restaurant, assessing the quality of the different attributes.

To shed light on different aspects that a service based food chain must

follow in order to increase its market share and for being on a

continuous growth stream.

To identify different activities that an aggressive company like

Dominos follow in order to establish itself in a local market and

increasing sales by being in customer’s mind and heart.

To know the consumer perception and Preference about Dominos

products.

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2.3 Scope of the study

The study is exclusively conducted for consumers of Domino’s Pizza India

Ltd. which are dispersed in different areas of Bangalore city. As both

organizational and personal consumers use the product, their needs,

preference, usage habit, post purchases actions vary- Widely which in turn

gave the study a wide and large scope for analysis. The time frame of this

study lasted for about 2 months i.e., February-March 2011.

2.4 Need/purpose of the study

The study helps Domino’s Pizza India Ltd. to appreciate the factors

leading to consumer satisfaction.

The study helps to understand consumer’s attitude towards Domino’s

Pizza India Limited services and products.

The study also helps Domino’s Pizza India Ltd. to obtain suggestions

regarding improvement in the services provided.

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CHAPTER- 3

RESEARCH

METHODOLOGY

3.1 Research Design

The controlling plan for a marketing research study in which the methods

and procedures for collecting and analyzing the information is to be

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collected is known as Research Design or a framework or plan for a

study that guides the collection and analysis of the data.

3.2 RESEARCH METHOD/ DATA

SOURCES

Descriptive Research-

A research design in which the major emphasis is on determining the

frequency with which something occurs. For example, how often users

access internet in a given month. The focus of descriptive research is to

provide an accurate description for something that is occurring.

Data Source:

In this project both primary data as well as secondary data are used.

PRIMARY DATA

Primary data used in this project is collected through three sources:

Questionnaire Method

Direct Personal Interview Method

Observation Method

SECONDARY DATA

It is not possible to collect first hand information for each & everything so,

secondary data from various sources like Internet, A. C Neilson’s report on

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Jan, 2007, Information from television channels like CNBC, Z Business,

NDTV Profit etc. and Indian Infoline Website.

3.3 Sampling

A fine subset of the population, selected from it with the objectives of

investigating its properties is called a sample and the number of unit in the

sample is known as sample size. Sampling is a tool which enables us to draw

conclusion about the characteristics of the population after studying only

those subjects or items that are included in the sample. In sampling method

only few units of the population is considered. The choice of an appropriate

sampling design is of keeping in view the objectives and scope of the

enquiry and the type of the universe to be sampled.

Sampling techniques:

Random sampling

Non random sampling

Random sampling:

A random sampling is done in such a way that each member of the universe

has a change of being selected, which enables statistics procedures to be

used under the result to estimate sampling.

Non random sampling:

In the non-random sampling the chance of any particular unit in the

population being selected is unknown. The judgments sampling method

under non-random sampling method was adopted for the study with a

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sample size of 100 respondents, which are chosen in a judgment manner

from the customer. In this method a designed number of sample unit is

selected deliberately or purposely depending upon the objectives of the

enquirer so that only the important items representing the true characteristics

of the population are included in the sample.

Area of sampling-

In this study primary data plays a vital role. The process of choosing the

correct number of respondents is nothing but sampling procedure.

Sampling area: Bangalore city

Sampling Size-

100 is the number of items to be selected from the universe to constitute the

sample. The method used here is random sampling and on- the spot

sampling, where the samples are selected without considering any particular

quality.

Sample Method-

Random Sampling

3.4 Field work

The study has been analyzed in different region in the city. Such regions are

as under-

Region Number of respondents

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Jayanagar Yet to approach

Kumaraswamy Layout - Do -

Banashankari - Do -

3.5 LIMITATIONS OF THE STUDY

Since the road to improvement is never ending, so this study also

suffers from certain limitations. Some of them are as follows:

Scope of project is limited in the sense that only Dominos has been

taken for consumer research.

The extent of the survey was Bangalore only. So the suggestions or

arguments given in the report may not hold true for other locations in

India.

Questionnaire method involves some uncertainty of response. Co-

operation on the part of informants, in some cases, was difficult to

presume.

Because of time constraints and reserve constraints, a mix of

convenient sampling and judgment (Probability & Random) sampling

was used.

Also because of above mentioned constraints, the sample size

chosen for the survey was 100 people.

It is possible that the information supplied by the informants may be

incorrect.

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3.6 PLAN OF ANALYISIS

The primary data that is collected using the questionnaire is analyzed step by

step:

The questionnaire is prepared keeping in mind the objectives of the

study.

The data are tabulated and the respondents are classified according to

age, sex, occupation and monthly income. The data relating to the

objectives has tabulated and their percentages will be calculated.

The finding of the study is based on assumption that the information

collected from the respondents is accurate.

Conclusions are based on the findings and implications

3.7 Chapter scheme

1. General Introduction

This chapter explains the different Marketing Strategies adopted by

Domino’s in Bangalore for consumer satisfaction. It also gives a theoretical

background of the various aspects of the selected problems.

2. Introduction to the problem

This chapter deals about analyzing the problem area of the Domino’s to get a

clear cut idea about the marketing strategies and the ways of how the

marketing pattern of Domino’s is.

3. Research Design

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This chapter deals with the methodology in the approach of the study. It

includes all the framing of objectives to fieldwork and analysis, and gives a

detailed description of the research design.

4. Company Profile

This chapter reveals the detailed information about the company along with

the important people, employees, products and services.

5. Data Analysis and Interpretation

This chapter deals with the analysis of the questionnaires used for survey as

a primary source of data.

6. Findings

This chapter is all about what is being analysis from the previous chapter

along with the derivations from the questionnaires.

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CHAPTER- 4

COMPANY PROFILE

4.1 DOMINO’S PIZZA INDIA

LIMITED

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Type Public (NYSE: DPZ)

Industry Restaurants

Founded Ypsilanti, Michigan, U.S. (1960)

Headquarters Ann Arbor, Michigan, U.S.

Key people Tom Monaghan, Founder; J. Patrick Doyle, CEO

Products Pizza, sandwiches, pasta, chicken wings, desserts

Revenue Increase $1.425 billion USD (2008)

Employees 145,000

Website www.dominos.com

Domino's Pizza, Inc. (NYSE: DPZ) is an international pizza delivery

corporation headquartered in Ann Arbor, Michigan, United States. Founded

in 1960, Domino's is the second-largest pizza chain in the United States and

has nearly 9,000 corporate and franchised stores in 60 international markets

and all 50 U.S. states. Domino's Pizza was sold to Bain Capital in 1998 and

went public in 2004. The menu features pizza, pasta, oven-baked

sandwiches, wings, boneless chicken, salads, breadsticks, cheese sticks, and

a variety of dessert items.

Company Background-

In 1960, Tom Monaghan and his brother, James, purchased Domi Nick's, a

small pizza store in Ypsilanti, Michigan. The deal was secured by a US$75

down payment and the brothers borrowed $500 to pay for the store. Eight

months later, James traded his half of the business to Tom for a used

Volkswagen Beetle. As sole owner of the company, Tom Monaghan

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http://www.dominos.com/


renamed the business Domino's Pizza, Inc. in 1965. In 1967, the first

Domino's Pizza franchise store opened in Ypsilanti. The company logo was

originally planned to add a new dot with the addition of every new store, but

this idea quickly faded as Domino's experienced rapid growth. By 1978, the

franchise opened its 200th store.

In 1975, Domino's faced a lawsuit by Amstar Corporation, maker of Domino

Sugar, alleging trademark infringement and unfair competition. On May 2,

1980, a federal appeals court found in favor of Domino's Pizza.

International Expansion:

On May 12, 1983, Domino's opened it s first international store, in

Winnipeg, Manitoba, Canada. The same year, Domino's opened its 1,000th

store overall, and by 1995, Domino's had 1,000 international locations. In

1997, Domino's opened its 1,500th international location, opening seven

stores in one day across five continents.

Sale of Company:

In 1998, after 38 years of ownership, Domino's Pizza founder Tom

Monaghan announced his retirement and sold 93 percent of the company to

Bain Capital, Inc. for about $1 billion and ceased being involved in day-to-

day operations of the company. A year later, the company named David A.

Brandon Chairman and Chief Executive Officer.

Current Scenario-

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In 2004, after 44 years as a privately held company, an employee of

Domino's Pizza rang the opening bell at the New York Stock Exchange and

the company began trading common stock on the NYSE under the ticker

symbol "DPZ".

Industry trade publication Pizza

Today magazine named Domino's

Pizza "Chain of the Year" in 2003

and did so again in 2010.In a

simultaneous celebration in 2006,

Domino's opened its 5,000th U.S.

store in Huntley, Illinois, and its

3,000th international store in

Panama City, making 8,000 total

stores for the system. Also that

year, the Domino's Pizza store in Tallaght, Dublin, Ireland, became the first

in Domino's history to hit a turnover of $3 million per year. As of September

2006, it has 8,238 stores which totalled US$1.4 billion in gross income.

In 2007, Domino's introduced its Veterans and Delivering the Dream

franchising programs and also rolled out its online and mobile ordering sites.

In 2009, Domino's introduced the Pizza Tracker, an online application that

allows customers to view the status of their order in a simulated "real time"

progress bar. In addition, the first Domino's with a dining room opened in

Stephenville, Texas, giving the customers the option to either eat in or take

their pizza home. Since 2005, the voice of Domino's Pizza's national phone

ordering service 1 -800-DOMINOS has been Kevin Railsback.

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In a 2009 survey of consumer taste preferences among national chains by

Brand Keys, Domino's was last tied with Chuck E. Cheese's. In December

that year, Domino's announced plans to entirely reinvent its pizza. It began a

self-flogging ad campaign in which consumers were filmed criticizing the

pizza's quality and chefs were shown developing the new product.

The new pizza was introduced that same month, and the following year,

Domino's 50th anniversary, the company acquired J. Patrick Doyle as its

new CEO experienced a historic 14.3% quarterly gain. While admitted not to

endure, the success was described by Doyle as one of the largest quarterly

same-store sales jumps ever recorded by a major fast-food chain.

Products Range-

The current Domino's menu features a variety of Italian-American entrees

and sides. Pizza is the primary focus, with traditional, specialty and custom

pizzas available in a variety of

crust styles and toppings.

Additional entrees include

pasta bread bowls and oven-

baked sandwiches. The menu

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offers chicken side dishes, breadsticks and salads, as well as beverages and

desserts.

From its founding until the early 1990s, the menu at Domino's Pizza was

kept simple relative to other fast food restaurants, to ensure efficiency of

deliver y. Historically, Domino's menu consisted solely of one pizza in two

sizes (12-inch and 16- inch), 11 toppings, and Coke as the only soft drink

opt ion.

The first menu expansion occurred in 1989, with the debut of Domino's deep

dish, or pan pizza. Its introduction followed market research showing that

40% of American pizza customers preferred thick crusts. The new product

launch cost approximately $25 million, of which $15 million was spent on

new sheet metal pans with perforated bottoms. Domino's started testing

extra-large size pizzas in early 1993, starting with the 30-slice, yard-long

"The Dominator".

Domino's tapped into a market trend toward bite-size foods with spicy

Buffalo Chicken Kickers, as an alternative to Buffalo wings, in August

2002. The breaded, baked, white-meat fillets, similar to chicken tenders, are

packaged in a custom-designed box with two types of sauce to "heat up" and

"cool down" the chicken.

In August 2003, Domino's announced its first new pizza since January 2000,

the Philly Cheese Steak Pizza. The product launch also marked the

beginning of a partnership with the National Cattlemen's Beef Association,

whose beef Check-Off logo appeared in related advertising. Domino's

continued its move toward specialty pizzas in 2006, with the introduction of

its "Brooklyn Style Pizza", featuring a thinner crust, cornmeal baked in to

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add crispness, and larger slices that could be folded in the style of traditional

New York –style pizza.

In 2008, Domino's once again branched out into non-pizza fare, offering

oven-baked sandwiches in four styles, intended to compete with Subway's

toasted submarine sandwiches.

Early marketing for the sandwiches made varied references to its

competition, such as offering free sandwiches to customers named "Jared," a

reference to Subway's spokesman of the same name.

The company introduced its American Legends line of specialty pizzas in

2009, featuring 40% more cheese than the company's regular pizzas, along

with a greater variety of toppings. That same year, Domino's began selling

its Bread Bowl Pasta entree, a lightly seasoned bread bowl baked with pasta

inside, and Lava Crunch Cake dessert, composed of a crunchy chocolate

shell filled with war m fudge. Domino's promoted the item by flying in

1,000 cakes to deliver at Hoffstadt Bluffs Visitor Centre near Mount St

Helens. In 2010, the company changed its pizza recipe "from the crust up",

making significant changes in the dough, sauce and cheese used in their

pizzas. Their advertising campaign admitted to earlier problems with the

public perception of Domino's product due to issues of taste.

Domino's management is led by J. Patrick Doyle, CEO from March 2010,

formerly and president of Domino's USA. Previous chief executive David

Brandon, made athletic director of the University of Michigan in January

2010, remains chair man. Among 11 executive vice presidents are Michael

Lawton, CFO; Asi Sheikh, Team USA; Scott Hinshaw, Franchise

Operations and Development; and Kenneth Rollin, General Counsel.

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Domino's operations are overseen by a board of directors led by Brandon.

Other members of the board are Andrew Balson, Diana Cantor, Mark

Nunnelly, Robert Rosenberg and Bud Hamilton.

Charitable activities

In 2001, Domino's launched a two-year national partnership with the Make-

A-Wish Foundation of America. That same year, the company stores in New

York City and Washington D.C. provided more than 12,000 pizzas to relief

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A makeline at domino’s


workers following the September 11 attacks on the World Trade Centre and

The Pentagon. Through a matching funds program, the corporation donated

$350,000 to the American Red Cross' disaster relief effort. In 2004,

Domino's began its current partnership with St. Jude Children's Research

Hospital, participating in the hospital's "Thanks and giving" campaign since

it began in 2004, raising more than $1.3 million in 2006.

Advertising and sponsorship

In the 1980s, Domino's Pizza was well known for its advertisements

featuring The Noid. That concept

was created by Group 243 Inc.

who then hired Will Vinton

Studios to produce the television

commercials that they created. The

catch phrase associated with the

commercials was "A the Noid."

Due to a glitch on the Domino's website, the company gave away nearly

11,000 free medium pizzas in March 2009. The company had planned the

campaign for December 2008 but dropped the idea and never promoted it.

The code was never deactivated though and resulted in the free giveaway of

the pizzas across the United States after someone discovered the promotion

on the website by typing in the word "bailout" as the promotion code and

then shared it with others on the Internet. Domino's deactivated the code on

the morning of Tuesday, March 31, 2009 and promised to reimburse store

owners for the pizzas.

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Domino's sponsored CART's Doug Shierson Racing, which was driven by

Arie Luyendyk, and the team won the 1990 Indianapolis 500. In 2003,

Domino's teamed up with NASCAR for a multi-year partnership to become

the "Official Pizza of NASCAR."Domino's also sponsored Michael Waltrip

Racing and driver David Reutimann during the 2007 season in the NASCAR

Sprint Cup Series.

30-minute guarantee Service

Starting in 1973, Domino's Pizza had a guarantee that customers would

receive their pizzas within 30 minutes of placing an order, or they would

receive the pizzas free. The guarantee was reduced to $3 off in the mid

1980s. In 1992, the company settled a lawsuit brought by the family of an

Indian woman who had been killed by a Domino's delivery driver, paying

the family $2.8 million. In 1993, Domino's settled another lawsuit, this one

brought by a woman who was injured when a Domino's delivery driver ran a

red light and collided with her vehicle. The woman was paid nearly $80

million. The guarantee was dropped that same year because of the "public

perception of reckless driving and irresponsibility", according to Monaghan.

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In December 2007, Domino's introduced a new slogan, "You Got 30

Minutes", alluding to the earlier pledge but stopping short of promising

delivery in a half hour. 30 minutes guarantee for hot and delicious pizza or

free.

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CHAPTER- 5

DATA ANALYSIS AND

INTERPRETATION

DEFINITION OF ANALYSIS

Page 48


Analysis is the process of breaking a complex topic or substance

into smaller parts to gain a better understanding of it. The

technique has been applied in formal concept is a relatively recent

development. It is the process of placing data in order form,

combining them with existing information’s and extracting

meaning from them. Interpretation is the process of drawing;

conclusions from the gathered data in a study.

Analysis methods should be selected on the basis of whether or not

they will be able to effectively answer the evaluation questions

within each evaluation project. There are a number of

considerations when selecting evaluation methods. The first is to

make sure that the methods which are selected are appropriate and

ethical for the groups involved in them. Appropriate ethical

approval processes need to be followed where required and

evaluators need to confirm to appropriate ethical standards.

Methods selection in evaluation also needs to be very focused on

value for money in terms of the selection of methods. There are

usually limited evaluation resources and they need to be used

wisely. Evaluation methods should be ‘fit for purpose’ in the sense

that they provide the amount of information required at a level of

certainty which is sufficient for the purpose of the evaluation.

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1) Analysis of Table 1:

Love for outdoor eating

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Yes 80 80%

No 20 20%

TOTAL 100 100%

As per the data analysis, 80 respondents love outdoor eating and 20

respondents like to dine at their homes.

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80%

20%

Love for outdoor eating

Yes

No

INTERPRETATION:

In the first question, we have the assessed the outdoor eating preferences of

our respondents and we interpreted that a majority of 80% respondents

replied that they like eating outdoors.


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Frequency of visit


Once a week 20 20%

More than once a week 14 14%

Once a month 16 16%

Once a fort night 50 50%

TOTAL 100 100%

As per the data analysis, 20 respondents visit once a week, 14 visit more

than once a week, 16 visit once in a month and 50 respondents visits

Domino’s once a fort night.

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Once a week More than once a week

Once a month Once a forth night0

5

10

15

20

25

30

35

40

45

50

2014 16

50

Frequency of visit

INTERPRETATION:

In this question, we have assessed the frequency of visits to Domino’s

Outlets, and we interpreted that a majority of 50% respondents visit fort

night and 20% respondents visit once a week.

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Customer Preference


Domino’s 34 34%

Pizza Hut 30 30%

Mc Donald’s 20 20%

KFC 16 16%

TOTAL 100 100%

As per the data analysis of question 3, 34 prefer Domino’s, 30 respondents

prefer Pizza Hut, 20 like Mc Donald’s and the rest 16 go for KFC.

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Domino's Pizza Hut Mc Donald's KFC0%

5%

10%

15%

20%

25%

30%

35%

34%30%

20%16%

Customer Preference

INTERPRETATION:

In the third question, we have analyzed the customer preference in terms of

fast food outlets. From the above graph, we have interpreted that most of the

people that is 34% respondents prefer Domino’s followed by Pizza Hut

being 30%, Mc Donald’s 20% and KFC 16%.


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Consistency of taste and quality


Yes 86 86%

No 14 14%

TOTAL 100 100%

As per the data analysis, 86 respondents said there is a consistency of taste

and quality in the food at Domino’s Pizza, while 14 respondents did not

agree upon this.

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86%

14%

Constency in Taste

YesNo

INTERPRETATION:

In this question, we have assessed about the taste and quality consistency at

Domino’s Pizza India Limited, and we interpreted from the above data that

86% respondents feels the same taste and quality every time they visit, while

the rest 14% said that there is bit changes in taste and quality time to time.


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Pricing Satisfaction


Satisfied 55 55%

Very Satisfied 30 30%

Not Satisfied 15 15%

TOTAL 100 100%

As per the data analysis, 55 respondents are satisfied with its price, 30% are

very satisfied, and 15 are not that much satisfied with the pricing.

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55%

30%

15%

Promotional MeasuresSatisfied Very Satisfied Not Satisfied

INTERPRETATION:

In this question, we have assessed the price satisfaction of the respondents

and 55% are satisfied with its price, whereas 30% are very much satisfied

but 15% do not feel good about the price.


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Promotional Measures


Very Effective 10 10%

Effective 50 50%

Not Effective 40 40%

TOTAL 100 100%

As per the data analysis, 10 respondents think that the promotional measures

of Domino’s is very effective, 50 think it’s effective to a certain extent,

while 40 do not the promotional measures effective.

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10%

50%

40%

Promotional MeasuresVery effective Effective Not Effective

INTERPRETATION:

In the seventh question, we have assessed the effectiveness of Domino’s

promotional measures. From the above chart, we interpreted that 50%

respondents think it was effective while 40% do not think so.


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Recommendation to Domino’s


Include more varieties 52 52%

Reduce Prices 12 12%

Better Promotions 10 10%

Improve Quality 26 26%

TOTAL 100 100%

As per the data analysis recommendation to Domino’s goes like this :

respondents who need more varieties are 52, who want reduction at the price

are 12 , those who feel that the promotional strategy is not having the impact

are 10 and who desires for quality are 26.

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Include more variety Reduce Prices Better Promotion Improve quality0

10

20

30

40

50

6052

1210

26

Recommendation to Dominos

INTERPRETATION:

In this question, we have assessed the suggestions and feed back of the

respondents about Domino’s and we interpreted that a majority of 52%

wants more varieties to be added to the menu, 12% suggests a low price,

10% better promotion and 26% recommend to improve the quality of food.


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Eating Experience


Excellent 15 15%

Very Good 20 20%

Good 50 50%

Poor 15 15%

TOTAL 100 100%

As per data analysis, the eating experience of 15 respondents was excellent,

20 was very good, 50 good, and 15 poor.

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15%

20%

50%

15%

Eating Experience

ExcellentVery Good GoodPoor

We have analyzed that 50% respondents has a good eating experience and

15% respondents did not feel a nice experience there.

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Varieties satisfaction


Very Satisfied 70 70%

Satisfied 15 15%

Not Satisfied 15 15%

TOTAL 100 100%

As per data analysis, 70 respondents are very satisfied with the varieties in

menu, 15 are only satisfied, and 15 are not satisfied.

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Very Satisfied Satisfied Not Satisfied0%

10%

20%

30%

40%

50%

60%

70%

70%

15% 15%

Varieties Satisfaction

INTERPRETATION:

In this question, we have assessed that 70% respondents are very satisfied

with the varieties in food menu, while 15% are not satisfied with those

varieties.


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Awareness of Charity Services


Yes 60 60%

No 40 40%

TOTAL 100 100%

As per data analysis, 60 are aware of the charity schemes while 40 do not

know about the charity schemes of Domino’s.

Page 68


Yes No0%

10%

20%

30%

40%

50%

60%

60%

40%

Charity Services

INTERPRETATION:

In this question we have assessed the awareness of charity scheme of

Domino’s among the respondents and 60% result was positive.

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Hygiene


Yes 98 98%

No 2 2%

TOTAL 100 100%

As per data analysis, 98 respondents said that the Domino’s Outlets are

hygienic while 2 replied negatively.

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98%

2%

Hygiene

YesNo

INTERPRETATION:

In the eleventh question, we have assessed about the hygienic condition and

we have interpreted that 98% customers are happy about the hygiene there.

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Dining Preference


Dine In 39 39%

Take Away 61 61%

TOTAL 100 100%

As per data analysis, 39 respondents prefer to dine in the domino’s Outlets

and the rest 61 prefer take away.

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39%

61%

Dining Preference

Dine In Take Away

INTERPRETATION:

In this question, we have assessed the preference to dine in Domino’s

Outlets and we interpreted that a majority of 61% prefer take away.

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Home Delivery


Yes 100 100%

No 0 0%

TOTAL 100 100%

As per data analysis, 100 respondents have ordered for home delivery from

Domino’s Pizza.

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Yes No0%

20%

40%

60%

80%

100%

120%

100%

0%

Home delivery

INTERPRETATION:

In this question, we have assessed whether the respondents have ever

ordered for home delivery and the result was 100% yes.

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Delivery within 30 minutes


Yes 96 96%

No 4 4%

TOTAL 100 100%

As per data analysis, 96 respondents said that they got the home delivery

within 30 minutes but 4 did not get within that time limit.

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96%

4%

Delivery within 30 mins

YesNo

INTERPRETATION:

In this question, we have assessed that 96% respondents got their order

within 30 minutes of order while 4% did not.

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Ambience


Yes 52 52%

No 48 48%

TOTAL 100 100%

As per the data analysis, 52 respondents liked the ambience and 48 did not.

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Yes No45%

46%

47%

48%

49%

50%

51%

52%

52%

48%

Ambience

INTERPRETATION:

In this question, we have assessed that 52% feels nice about Domino’s

ambience, while 48% said there should be some more creativity.

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Food Preference


Veg 28 28%

Non- veg 72 72%

TOTAL 100 100%

As per data analysis, 28 respondents said they prefer vegetarian food and 72

prefer Non- vegetarian.

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Veg Non - Veg0%

10%

20%

30%

40%

50%

60%

70%

80%

28%

72%

Food Preference

INTERPRETATION:

In this question, we have assessed that 72% prefer Non-vegetarian over

Vegetarian food.

Page 81


CHAPTER- 6

FINDINGS OF THE

STUDY

80% of the customers loved to dine outside their home.

50% of the respondents visit Domino’s once a fort night ,followed by

once a week, once a month and then more than once a week.

34% of the respondents prefers Domino’s, then followed by pizza hut,

Mc. Donald’s and KFC respectively.

86% of the customers felt that the taste and quality of the food at

Domino’s Pizza remains same, whenever they visit.

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55% of the customers are followed by the pricing and less than 20%

are not satisfied.

50% of the respondents feel that the promotional measures are

effective only 40% felt that it is not.

52% recommended that Domino’s should include more varieties, then

some of them suggested that there should be reduction in prices, then

26% and 10% suggested that improve in quality and better

promotion should be there.

50% consumers are satisfied with the eating experience in Domino’s

only 15% felt bad about it.

70% of the customers are happy with the varieties which are offered

in the menu only 15% was not satisfied.

The 60% respondents are aware about the charity services which are

taken under by the co. rest of them are in dark.

98% customers are satisfied with the hygiene factor at Domino’s.

39% of the respondents feel like to dine in the outlet and the rest of

61% want to take away and enjoy their meal at outside of the outlet.

100% respondents ordered for home delivery also in their past.

96% of the respondents got their home delivery package within 30

minutes.

52% of the respondents feel the ambience of the outlet is good and

rest of them doesn’t seem to be very happy.

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72% respondents liked to have non- vegetarian food and only 28%

turned up for vegetarian food in the outlet.

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As per the data analysis, 80% respondents love outdoor eating and 20%

respondents like to dine at their homes.

As per the data analysis, 20% respondents visit once a week, 14% visit more

than once a week, 16% visit once in a month and 50% respondents visits

Domino’s once a fort night.

As per the data analysis of question 3, 34% prefer Domino’s, 30%

respondents prefer Pizza Hut, 20% like Mc Donald’s and the rest 16% go for

KFC.

As per the data analysis, 86% respondents said there is a consistency of taste

and quality in the food at Domino’s Pizza, while 14% respondents did not

agree upon this.

As per the data analysis, 55% respondents are satisfied with its price, 30%

are very satisfied, and 15% are not that much satisfied with the pricing.

As per the data analysis, 10% respondents think that the promotional

measures of Domino’s is very effective, 50% think it’s effective to a certain

extent, while 40% do not the promotional measures effective.

As per the data analysis recommendation to Domino’s goes like this :

respondents who need more varieties are 52%, who want reduction at the

price are 12% , those who feel that the promotional strategy is not having the

impact are 10% and who desires for quality are 26%.

As per data analysis, the eating experience of 15% respondents was

excellent, 20% was very good, 50% good, and 15% poor.

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As per data analysis, 70% respondents are very satisfied with the varieties in

menu, 15% are only satisfied, and 15% are not satisfied.

As per data analysis, 60% are aware of the charity schemes while 40% do

not know about the charity schemes of Domino’s.

As per data analysis, 98% respondents said that the Domino’s Outlets are

hygienic while 2% replied negatively.

As per data analysis, 39% respondents prefer to dine in the domino’s Outlets

and the rest 61% prefer take away.

As per data analysis, 100% respondents have ordered for home delivery

from Domino’s Pizza.

As per data analysis, 96% respondents said that they got the home delivery

within 30 minutes but 4% did not get within that time limit.

As per the data analysis, 52% respondents liked the ambience and 48% did

not.

As per data analysis, 28% respondents said they prefer vegetarian food and

72% prefer Non- vegetarian.

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CHAPTER- 7

RECOMMENDATIONS

& CONCLUSIONS

Domino’s should use more aggressive marketing strategy to attract the

customers.

Domino’s should introduce some new dishes to pull the customers.

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Domino’s should work out on the ambience more for satisfaction of

the customers.

Domino’s should charge a little less to capture more market.

Domino’s should improve his quality of the pizzas to the new heights.

Domino’s should increase the veg. pizza portfolio also for the veggies.

They should open more outlets in the overcrowded areas.

Domino’s should use glass tumblers instead of disposable one to serve

the customers.

Washrooms should be maintained properly.

The personnel should be more polite and well informative

Domino’s floors should be frequently cleaned.

Better air-conditioning can be arranged in the outlet.

Frequent feedbacks should be taken from the customers for regular

improvement.

And last but not the least it should introduce more proper Indian style

pizza to attract more INDIANS.

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ANNEXURE

Questionnaire

Dear respondent,

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I, Hrishikesh Borah student of Dayananda Sagar Junior Business School, doing my project on“ Consumer Satisfaction in Domino’s Pizza India Ltd”. I would be grateful to you if you could kindly cooperate with my work for better of my knowledge.

Name: ____________________________

Phone no: _________________________

1. Do you love eating outdoors?

Yes No

2. How frequently you visit Domino’s?

Once a week More than once a week Once a month Once a forth night

3. Which fast food outlets do you prefer the most?

Domino’s Pizza Hut Mc.Donalds KFC

4. Is the quality and taste always the same in Domino’s?

Yes No

5. Is the prices are satisfactory or not?

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Satisfied Very Satisfied Not Satisfied

6. Are the promotional efforts are good enough to pull the customers?

Effective Very Effective Not Effective

7. What do you recommend to Domino’s?

Include more Varieties Reduce Price

Better Promotions Improve Quality

8. Experience at Domino’s?

Excellent Very Good Good Poor

9. Is there enough varieties of food to satisfy you?

Very Satisfied Satisfied Not Satisfied

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10.Do you aware about the charity services done by Domino’s?

Yes No

11.The food at Domino’s is hygienic?

Yes No

12.Where do you want to dine?

Dine In Take Away

13.Do you ever ordered food for home delivery from Domino’s?

Yes No

14.Is it before 30 minutes?

Yes No

15.How was the ambience in Domino’s?

Good Bad

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16.What kind of food do you prefer?

Veg Non – Veg

BIBLIOGRAPHY Observation

Individual pre and post program feedback forms

through questionnaires.

Interviewing and mailing

Text book

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Consumer behavior- Appahnahiah, Reddy & Ramnath

Websites

www.google.com

www.dominos.co.in

www.wikipedia.in

www.answers.com

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http://www.answers.com/

http://www.wikipedia.in/

http://www.dominos.co.in/

http://www.google.com/

Documents

Domino's Project