Product & Brand Management

Factors that influence purchase choice and loyalty to a pizza restaurant

When do u like to have a pizza ? Why ?

8 7

Series1

0 Rains Feeling Lazy Desire Weekend evening Change of taste Hangout with friends Bored with routine Mess food is bad Feel like celebrating

When Pizza, which place do u select? How?

12 10

Series1

when do u like the pizza to be home delivered?

6 5

3 Series1

0 lazy change of taste cricket match rains busy friends or guest at home watching a movie convenience alone at home

When u want the pizza home delivered, which restaurant do u select? Why?
7
6 5

4 Series1 3

PH: tasty Dominos: quick service, cheaper, menu variety

0 Any because of proximity Only pizza hut or dominos Only pizza hut Only Dominos

What are the different features of dominos that u like ?

12 10

Series1

0 dcor menu variety cheese burst taste home delivery service discount offers price

Do u visit the same brand of restaurant every time you want to have a pizza? Why?
10 9.8 9.6 9.4 9.2 9 8.8 Series1

Yes: Familiarity, satisfaction, service, price, taste No: I like change, like to try new things

8.6
8.4 No Yes

Brand Perception
Pizza Hut: Provides the restaurant experience, warm hospitality, good ambience, energetic staff Dominos: Minimalistic dcor, a take away place, only focused on selling pizzas, no restaurant experience

Recommendations: Pizza Hut

Pizza Hut Positioning: The restaurant experience, ambience and hospitality Operational: Location at high footfall area of your TG Online discount offers

Recommendations: Dominos
Positioning: Behavioral: A cricket match or movie with friends at home Attributes: Quick service, menu variety and Cheese Burst Operational: Increase online advertisement, Bill boards near residential area of the TG