Pizza Hut Main

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A study of

Customer Satisfaction Level

of Pizza Hut in

Ahmedabad


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Introduction

This study is primarily intended to oversee and evaluatethe customer satisfaction level of Pizza Hut as a brand ofnew generation food item viz. Pizza in Ahmedabad.

The people of this city have been known for their tastefor foods.

"Food is the nucleus of all activities in Amdavad andAmdavadis eat and serve to their hearts content.

Culture and cuisine are two highlights of the city of Ahmedabad.


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Food is so large a preoccupation that places in NewAhmedabad are actually known by the restaurantslocated in the area.

Eating out is the most popular form of entertainment andhas been en vogue since times immemorial.

In the past, Manek Chowk was the prime area for eatingout.

In the past there was no concept of restaurants andstreet fare was the order of the day. Then slowly the

restaurant concept settled in.

Among the famous eating out places in Ahmedabad areChandravilas, Chetna, Khau Gali, Vishala, Agashiye, etc.


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Indian Food Industry

India is the world's second largest producer of food nextto China.

The total food production in India is likely to double in the

next ten years and there is an opportunity for largeinvestments in food and food processing technologies,skills and equipment.

India is one of the worlds major food producers butaccounts for less than 1.5 per cent of international food

trade.

The Indian food industries sales turnover is Rs. 1,40,000crore annually as at the start of year 2000.


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Indian Food Processing Industry

The Ministry of Food Processing estimates the size ofthe Food Processing Industry at Rs. 3150bn (US$70bn),including Rs. 990bn (US$22bn) of value added products.

The Food Processing Industry is estimated to grow at 9-12%, on the basis of an estimated GDP growth rate of 6-8%, during the tenth plan period.

The industry employs 1.6mn workers directly.

The total size of the Indian snack food market is at anestimated over 4,00,000 tons in volume terms and Rs.100bn in value terms and is growing at over 10% for thelast three years (2000-2003).


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History of Pizza

Pizza is a baked pie of Italian origin consisting of ashallow bread-like crust covered with seasoned tomatosauce, cheese, and often other toppings such assausage or olive.

The common belief is that Italians invented the pizza;however the origins go back to the ancient times.

it is known the Babylonians, Israelites, Egyptians andother ancient Middle Eastern cultures were eating flat,un-leaven bread that had been cooked in mud ovens.

it is known that ancient Mediterranean people such asthe Greeks, Romans and Egyptians were eating thebread, topped seasoned with olive oil and native spices.


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It's fairly well established that thefirst pizza as we know it today wascreated by a man named RaffaeleEsposito from Naples, Italy in 1889for Umberto I, King of Italy, and hiswife, Queen Margherita di Savoia.

The king and Queen liked the pizzaso much that word quickly reachedthe masses.

As the years passed and the turn

of the century came about, Italianimmigrants brought this recipe withthem to America.


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Fast Food Facts

Did you know there are nearly 3,000 fast foodrestaurants in Ahmedabad?

Fast food is popular because, they are convenient,

predictable and fast.

Fast food has become a part of the busy human lifestyle.

But, nutrition experts point out; fast food is often high in

calories, sodium, fat and cholesterol.


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Pizza Hut - History

1958: The legacy of Pizza Hutbegan, when two college-agedbrothers from Whichita, Kansas,Frank and Dan Carney opensfirst Pizza Hut restaurant afterborrowing $600 from their mother.

1959: Pizza Hut is incorporatedin Kansas and the first franchiseunit opens in Topeka, Kansas.

1968: International marketentered with opening of PizzaHut restaurant in Canada.


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1969:Red roof adopted for restaurants.

1972:Pizza Hut, Inc. listed onNew York Stock Exchange

under the symbol PIZ. 1977:Pizza Hut, Inc.

stockholders overwhelminglyapprove merger with PepsiCo,

Inc. for an undisclosed sum. 1986:Delivery service, as a new

concept, is initiated.


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1996:Pizza hut comes to Indiawith a dine in restaurant Banglorethat has special vegetarianpizzas.

1997:Pizza hut opens a dine-inrestaurant in Delhi.

1999:Pizza Hut opens its firstpure veg. restaurant inAhmedabad at Navarangpura.

2005:Second branch opens inAhmedabad at S.G. highway.


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SWOT Analysis

Strngths:

Good Quality Food (Hygiene)

Brand Name

Food worth its Price

Good Service

Weaknesses:

Parking Facilities

Advertisings are very lessFewer Outlets

No Social Welfare


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Opportunities:

More outlets should be open.Sitting Area should be broader.

Environment should be more attractive.

Attractive offers should be introduced.

Threats:

Competitors like US Pizza, Dominos,etc.

Local restaurants like Honest, Havmor,

Choice, etc. Instant Fast Food Packets.

Housewives are interested in makingPizzas & other Fast Food at home.


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Marketing Aspects:

Pizza Hut laid more emphasis on its restaurant diningexperience.

Pizza Hut localizes it menu to capture local Indian

Market.

In 2000 Pizza Hut launched its innovative Pizza Poochmenu and Pizza Pooch Birthday Party packageexclusively for kids in the 6-10 age groups.

It positioned itself as family restaurant and alsoconcentrated on wooing kids.


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Research Methodology

A.Study Objective:

To study and analyze the customer satisfaction level ofPizza Hut in Ahmedabad.

B.Type ofResearch:

Descriptive

C.Research Approach:

Survey

D.Research Instrument:

Questionnaire

E.Sampling Unit:

Customers of Pizza Hut in Ahmedabad.


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F. Sample Size:

100 PeoplesG. Sampling Procedure:

Stratified Random Sample

H. Contact Method:

Personal InterviewI. Limitations:

Sometime respondents refuse to cooperate and itmay possible that they give biased and dishonestanswers.

Marketing Research takes time and money.

It may possible that personality and caliber of tworesearchers are different and thus their findingscould also vary.


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Analysis of the Survey

1. How many times you go outside for eating food?

1. Once in a Month 19%2. Twice in a Month 21%

3. Once in a Week 33%

4. Twice in a Week 16%

5. Other 11%

Once in aMonth

Twice in a

Month

Once in a

Week

Twice in a

Week

Other


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2. Which Places you regularly visits for eating food?

1. Hotels &

Restaurants

59%

2. Fast foodjunctions

35%

3. Local Dhabas &

Food Vendors

6%

Hotels &

Restaurants

Fast Food

Junctions

Local Dhabas

& Food

Vendors


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3. How Many time you come at pizza hut?

1. First Time 14%

2. Once in a month 39%3. Twice in a month 16%

4. Once in a Week 0%

5. Twice in a Week 0%

6. Other 31%

First Visit

Once in a

Month

Twice in a

Month

Once in a

Week

Twice in a

Week

Other


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4. Are you satisfied with the parking facility at pizza hut?

1. Yes 80%

2. No 20%Yes

No


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5. Are you satisfied with the response time of pizza hutpeople?

1. Yes 96%

2. No 4%Yes

No


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6. Which type of pizzas you are regularly eating at pizzahut?A.

1. Pan 47%

2. Freshizza 21%

3. Both 32%

Pan

Freshizza

Both


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6 B.

1. Veg. 87%2. Non Veg. 6%

3. Both 7%

Veg

Non-Veg

Both


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7. Have you ordered for Appetizers & Beverages?

1. Yes 63%

2. No 37%

Yes

No


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8. Are you satisfied with the taste, quality & quantity of thefood served at pizza hut?

1. Yes 97%

2. No 3%

Yes

o


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9. How do you find the price of the food at pizza hut?

1. Low 0%2. Perfact 28%

3. High 52%

4. Very High 20%

Low

Perfact

H gh

Very H gh


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11. What do you say about the cleanliness of dining room,dining table, wash room etc. of the pizza hut?

1. Very Good 28%2. Good 71%

3. Poor 1%

4. Very Poor 0%

Very Good

Good

Poor

Very poor


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12. Have you ever used the home delivery or take awayservices of pizza hut?

1. Yes 47%

2. No 53%Yes

No


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13. Do you like the packaging of the order by pizza hut?

1. Yes 96%

2. No 4%Yes

No


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14. Are you satisfied with the home delivery & take awayservices of Pizza Hut?

1. Yes 100%

2. No 0%

Yes

No


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16. Would you like to come again at pizza hut?

1. Yes 91%

2. No 9%

Yes

No


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17. Stars given by the questionnairee for the following

items:

Ranks/Marks

Particulars

1/2 2/4 3/6 4/8 5/10 Obtained Marks /Total Marks

ServicesGiven

0 2 40 39 19 7.5/10

Quality offood served

0 5 25 47 23 7.8/10

Environment 2 20 36 23 19 6.7/10HomeDelivery

4 8 17 11 7 6.4/10

Overall 0 1 45 40 14 7.3/10


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18. Age group

1. Below 18 9%

2. 19 to 25 64%

3. 26 to 35 19%

4. 35 & Above 8%

Below 18

19 o 25

26 o 35

36 & Above


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RECOMMENDATIONS

Increase advertisements in all media.

Open more branches in Ahmedabad particularly near byBusiness areas and students residential areas.

Pizza Hut should introduce hot line number.

Do some social welfare for society.

Try to include low calorie Pizzas in the menu.

Try to reduce the price with the same quality & quantity. Try to include students menu which starts with affordable

price.


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From the Grand Project Created for

L. J. Institute of Business Administration

Presentation crated by:

Akhil P. Kinariwala

Jaimin K. ChokshiManish S. Shinde

Project done by:

Jaimin Chokshi

Krunal GangadiyaAkhil Kinariwala

Kushang Patel

Manan Patel

Milan PatelAnkit Shah

Sapan Shah

Manish Shinde

Documents

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