Domino Pizza Project

Consumer Satisfaction in Dominos Pizza India Limited
CHAPTER- 1
FAST FOOD INDUSTRY
INDUSTRY OVERVIEW
Page 1
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 Nirulas. 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
Page 2

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 McDonalds, Pizza hut and Kentucky Fried Chicken have become
household names, more are on their way.
The Market Scenario
Page 3

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
worlds 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, Dominos
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
Page 4

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
Page 5

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
Page 6

under growing pressure from consumer groups to cut the trans fat content in
food products.
1.2 THEORETICAL
LITERATURE
Consumer Satisfaction
Page 7

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-ofmouth 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
Page 8

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 Ps of Marketing Mix

Marketing Mix:
Marketing Mix refers to the ingredients or the tools or the variable which the
marketer mixes in order to interact with a particular market. According to
Philip Kotler, Marketing Mix is a set of marketing tools that the firm
Page 9

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 companys marketing
system:
structure;
the product; the

the
price
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 Ps. Four major ingredients of marketing
mix are:
1. ProductA 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)
b)
c)
d)
e)
Size and weight of the product

Quality of the product
Design of the product
Volume of output
Brand name
Page 10

f) Packaging
g) Product range
h) Product testing
2. PricePrice 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. PromotionPromotion 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
promotional methods. Growing competition and widening market have
Page 11

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.
Four Ps in Dominos Pizza India Limited

Page 12
1. Product MixAs 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:
Non-Vegetarian Products:
o Veg. Cheese Pizza

o Veg. Onion Pizza
o Feast Pizza
Beverages:
o Simply Chicken Pizza

o Non-Veg. I
o Non-Veg. II
Desserts:
o
o
o
o
Cold Coffee
Hot serves
Soft drinks
Shakes
o Soft serve cone

o Choco lava cake
Page 13
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 Dominos plan their product range. Food quality is key at
Dominos. Thats 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:
Page 14

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:
Page 15

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 MixPrice 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
policies and establish or approve decisions. The aim is toensure that the
Page 16

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 Products perceived value. They see buyers perception of
value, not the sellers 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 marketdetermined 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.
Dominos distribution centers are wide, located in every area of India.
Dominos has Dine-in restaurant, Drive-Thru. Dominos has 122 restaurants
Page 17

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)
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, dominos 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
Page 18

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 chains other three highway
restaurants are located on the Delhi-Agra highway, the Delhi- Ludhiana
highway and the Mumbai-Pune highway.
4. Promotion MixPromotion 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.
Page 19
Relation of McKinsey 7S model with

Dominos
Let's look at each of the elements specifically in relation
with Dominos
Strategy: The plan devised to maintain and build competitive
advantage over the competition.
Dominos 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. Dominos 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.
Page 20
COMPETITORS INFORMATION:
Major players in this field: 1)
2)
3)
4)
5)
Papa Johns Pizza

Nirulas
Pizza hut
KFC
Mc Donalds
These day working executives are busy a lot they dont 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, Nirulas, Pizza Hut) where they find the match according
to their asperitional level.
1. Papa Johns PizzaPapa 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
John's primarily takes carryout and delivery orders, although some stores
have tables and chairs. Papa John's offers online ordering throughout the
Page 21

United States, automatically assigning all registered customers to the closest
location.
2. NirulasEstablished in 1934, Nirulas today is a

diversified group having
a chain of
Business hotels,
service
Waiter
elegant
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.
Nirulas pastry shops are a one-stop shop for bakery and confectionary
items.
3. Pizza Hut-
Page 22

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. KFCKFC 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.
Page 23

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
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 DonaldsMcDonald'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, McDonalds
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.
Page 24

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 Dominos Pizza India, Ltd.
This is the third consecutive year Middleby has received the award.
Middleby Marshall has partnered with Dominos India since their first pizza
store opened in New Delhi in 1996. Today, India is the fastest growing
country in the Dominos network.
Page 25

"We are honored to receive this award from a true partner and the very
innovative team at Dominos India," said Middleby Marshall President Mark
Sieron. "Our ovens have helped Dominos 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 Dominos 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.
Page 26
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).
CHAPTER- 2
INTRODUCTION TO
THE PROBLEM
Page 27
2.1 Statement of the problem

This topic is about analyzing the satisfaction of the consumers towards the
services provided by Dominos 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 Dominos Pizza India Ltd is. Its main aim is to find out the marketing
strategy and pattern of Dominos 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 Dominos 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 customers mind and heart.
To know the consumer perception and Preference about Dominos
products.
2.3 Scope of the study

Page 28

The study is exclusively conducted for consumers of Dominos 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 Dominos Pizza India Ltd. to appreciate the factors
leading to consumer satisfaction.
The study helps to understand consumers attitude towards Dominos
Pizza India Limited services and products.
The study also helps Dominos Pizza India Ltd. to obtain suggestions
regarding improvement in the services provided.
Page 29
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
Page 30

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 ResearchA 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 Neilsons report on
Page 31

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
sample size of 100 respondents, which are chosen in a judgment manner
Page 32

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 samplingIn 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 Size100 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 MethodRandom Sampling
3.4 Field work

The study has been analyzed in different region in the city. Such regions are
as underRegion
Number of respondents
Page 33

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. Cooperation 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.
3.6 PLAN OF ANALYISIS
Page 34

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
Dominos 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 Dominos to get a
clear cut idea about the marketing strategies and the ways of how the
marketing pattern of Dominos is.
3. Research Design
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.
Page 35

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.
Page 36
CHAPTER- 4
COMPANY PROFILE
4.1 DOMINOS PIZZA INDIA

LIMITED
Type
Industry
Founded
Headquarters
Key people
Products
Revenue
Employees
Website
Public (NYSE: DPZ)

Restaurants
Ypsilanti, Michigan, U.S. (1960)
Ann Arbor, Michigan, U.S.
Tom Monaghan, Founder; J. Patrick Doyle, CEO
Pizza, sandwiches, pasta, chicken wings, desserts
Increase $1.425 billion USD (2008)
145,000
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
Page 37

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 BackgroundIn 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 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
Page 38

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-today operations of the company. A year later, the company named David A.
Brandon Chairman and Chief Executive Officer.
Current ScenarioIn 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".
Page 39

Industry
trade
publication
Pizza
Today magazine named Domino's

Pizza "Chain of the Year" in 2003 and
did
so
again
in
2010.In
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.
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.
Page 40

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 RangeThe 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
Additional
and
entrees
toppings.
include
pasta bread bowls and ovenbaked sandwiches. The menu

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
Page 41

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
add crispness, and larger slices that could be folded in the style of traditional
New York style pizza.
Page 42

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. Domino's
operations are overseen by a board of directors led by Brandon. Other
Page 43

members of the board are Andrew Balson, Diana Cantor, Mark Nunnelly,
A makeline at dominos
Robert Rosenberg and Bud Hamilton.
Charitable activities
In 2001, Domino's launched a two-year national partnership with the MakeA-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
workers following the September 11 attacks on the World Trade Centre and
Page 44

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.
Domino's sponsored CART's Doug Shierson Racing, which was driven by
Arie Luyendyk, and the team won the 1990 Indianapolis 500. In 2003,
Page 45

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.
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.
Page 46
Page 47
CHAPTER- 5
DATA ANALYSIS AND
INTERPRETATION
DEFINITION OF ANALYSIS
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 informations 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
Page 48
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.
1) Analysis of Table 1:
Love for outdoor eating
PARTICULAR
Yes
No
TOTAL
NO.OF
PERCENTAGE
RESPONDENTS
80
20
100
80%
20%
100%
As per the data analysis, 80 respondents love outdoor eating and 20

respondents like to dine at their homes.
Page 49
Love for outdoor eating

20%
Yes
No
80%
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.
Page 50
Frequency of visit
PARTICULAR
Once a week
More than once a
week
Once a month
Once a fort night
TOTAL
NO.OF
PERCENTAGE
RESPONDENTS
20
14
20%
14%
16
50
100
16%
50%
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
Dominos once a fort night.
Page 51
50
45
40
35
30
25
20
15
10
5
0
50
20
16
14
Frequency of visit
INTERPRETATION:
In this question, we have assessed the frequency of visits to Dominos
Outlets, and we interpreted that a majority of 50% respondents visit fort
night and 20% respondents visit once a week.
Page 52
Customer Preference
PARTICULAR
Dominos
Pizza Hut
Mc Donalds
KFC
TOTAL
NO.OF
PERCENTAGE
RESPONDENTS
34
30
20
16
100
34%
30%
20%
16%
100%
As per the data analysis of question 3, 34 prefer Dominos, 30 respondents

prefer Pizza Hut, 20 like Mc Donalds and the rest 16 go for KFC.
Page 53
35%
30%
25%
20%
34%
30%
15%
20%
10%
16%
5%
0%
Domino's
Pizza Hut
Mc Donald's
KFC
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 Dominos followed by Pizza Hut
being 30%, Mc Donalds 20% and KFC 16%.
Page 54

Consistency of taste and quality
PARTICULAR
Yes
No
TOTAL
NO.OF
PERCENTAGE
RESPONDENTS
86
14
100
86%
14%
100%
As per the data analysis, 86 respondents said there is a consistency of taste

and quality in the food at Dominos Pizza, while 14 respondents did not
agree upon this.
Page 55
Constency in Taste
14%
Yes
No
86%
INTERPRETATION:
In this question, we have assessed about the taste and quality consistency at
Dominos 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.
Page 56
Pricing Satisfaction
PARTICULAR
NO.OF
PERCENTAGE
Satisfied
Very Satisfied
Not Satisfied
TOTAL
RESPONDENTS
55
30
15
100
55%
30%
15%
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.
Page 57
Promotional Measures
Satisfied
Very Satisfied
Not Satisfied
15%
55%
30%
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.
Page 58
PARTICULAR
NO.OF
PERCENTAGE
Very Effective
Effective
Not Effective
TOTAL
RESPONDENTS
10
50
40
100
10%
50%
40%
100%
As per the data analysis, 10 respondents think that the promotional measures
of Dominos is very effective, 50 think its effective to a certain extent, while
40 do not the promotional measures effective.
Page 59
Very effective
Effective
Not Effective
10%
40%
50%
INTERPRETATION:
In the seventh question, we have assessed the effectiveness of Dominos
promotional measures. From the above chart, we interpreted that 50%
respondents think it was effective while 40% do not think so.
Page 60
Recommendation to Dominos
PARTICULAR
Include
more
varieties
Reduce Prices
Better Promotions
Improve Quality
TOTAL
NO.OF
PERCENTAGE
RESPONDENTS
52
52%
12
10
26
100
12%
10%
26%
100%
As per the data analysis recommendation to Dominos 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.
Page 61
60
52
50
40
26
30
20
12
10
10
Include more variety
Reduce Prices
Better Promotion
Improve quality
Recommendation to Dominos
INTERPRETATION:
In this question, we have assessed the suggestions and feed back of the
respondents about Dominos 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.
Page 62

Eating Experience
PARTICULAR
Excellent
Very Good
Good
Poor
TOTAL
NO.OF
PERCENTA
RESPONDENTS
15
20
50
15
100
GE
15%
20%
50%
15%
100%
As per data analysis, the eating experience of 15 respondents was excellent,

20 was very good, 50 good, and 15 poor.
Page 63
Eating Experience
15%
15%
Excellent
20%
Very Good
Good
Poor
50%
We have analyzed that 50% respondents has a good eating experience and
15% respondents did not feel a nice experience there.
Page 64

Varieties satisfaction
PARTICULAR
NO.OF
PERCENTA
RESPONDENTS
GE
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.
Page 65

70%
70%
60%
50%
40%
30%
15%
15%
20%
10%
0%
Very Satisfied
Satisfied
Not Satisfied
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.

Page 66

Awareness of Charity Services
PARTICULAR
NO.OF
PERCENTA
GE
Yes
No
TOTAL
RESPONDENTS
60
40
100
60%
40%
100%
As per data analysis, 60 are aware of the charity schemes while 40 do not
know about the charity schemes of Dominos.
Page 67

60%
60%
40%
50%
40%
30%
20%
10%
0%
Yes
No
Charity Services
INTERPRETATION:
In this question we have assessed the awareness of charity scheme of
Dominos among the respondents and 60% result was positive.
Page 68

Hygiene
PARTICULAR
Yes
No
TOTAL
NO.OF
PERCENTA
RESPONDENTS
98
2
100
GE
98%
2%
100%
As per data analysis, 98 respondents said that the Dominos Outlets are
hygienic while 2 replied negatively.
Page 69
Hygiene
2%
Yes
No
98%
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.
Page 70

Dining Preference
PARTICULAR
Dine In
Take Away
TOTAL
NO.OF
PERCENTA
RESPONDENTS
39
61
100
GE
39%
61%
100%
As per data analysis, 39 respondents prefer to dine in the dominos Outlets

and the rest 61 prefer take away.
Page 71
Dining Preference
39%
Dine In
Take Away
61%
INTERPRETATION:
In this question, we have assessed the preference to dine in Dominos
Outlets and we interpreted that a majority of 61% prefer take away.
Page 72

Home Delivery
PARTICULAR
Yes
No
TOTAL
NO.OF
PERCENTA
RESPONDENTS
100
0
100
GE
100%
0%
100%
As per data analysis, 100 respondents have ordered for home delivery from
Dominos Pizza.
Page 73

120%
100%
80%
60%
100%
40%
20%
0%
0%
No
Yes
Home delivery
INTERPRETATION:
In this question, we have assessed whether the respondents have ever
ordered for home delivery and the result was 100% yes.
Page 74

Delivery within 30 minutes
PARTICULAR
NO.OF
PERCENTA
Yes
No
TOTAL
RESPONDENTS
96
4
100
GE
96%
4%
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.
Page 75
Delivery within 30 mins

4%
Yes
No
96%
INTERPRETATION:
In this question, we have assessed that 96% respondents got their order
within 30 minutes of order while 4% did not.

Page 76

Ambience
PARTICULAR
Yes
No
TOTAL
NO.OF
PERCENTA
RESPONDENTS
52
48
100
GE
52%
48%
100%
As per the data analysis, 52 respondents liked the ambience and 48 did not.
Page 77
52%
51%
50%
52%
49%
48%
48%
47%
46%
45%
Yes
No
Ambience
INTERPRETATION:
In this question, we have assessed that 52% feels nice about Dominos
ambience, while 48% said there should be some more creativity.
Page 78

Food Preference
PARTICULAR
Veg
Non- veg
TOTAL
NO.OF
PERCENTA
RESPONDENTS
28
72
100
GE
28%
72%
100%
As per data analysis, 28 respondents said they prefer vegetarian food and 72
prefer Non- vegetarian.
Page 79
72%
80%
70%
60%
50%
28%
40%
30%
20%
10%
0%
Veg
Non - Veg
Food Preference
INTERPRETATION:
In this question, we have assessed that 72% prefer Non-vegetarian over
Vegetarian food.
Page 80
CHAPTER- 6
FINDINGS OF THE
STUDY
80% of the customers loved to dine outside their home.

50% of the respondents visit Dominos once a fort night ,followed by
once a week, once a month and then more than once a week.
Page 81

34% of the respondents prefers Dominos, then followed by pizza hut,
Mc. Donalds and KFC respectively.
86% of the customers felt that the taste and quality of the food at
Dominos Pizza remains same, whenever they visit.
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 Dominos 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 Dominos
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 Dominos.
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.
Page 82

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 doesnt seem to be very happy.
72% respondents liked to have non- vegetarian food and only 28%
turned up for vegetarian food in the outlet.
Page 83

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
Dominos once a fort night.
As per the data analysis of question 3, 34% prefer Dominos, 30%
respondents prefer Pizza Hut, 20% like Mc Donalds 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 Dominos 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 Dominos is very effective, 50% think its effective to a certain
extent, while 40% do not the promotional measures effective.
As per the data analysis recommendation to Dominos 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.
Page 84

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 Dominos.
As per data analysis, 98% respondents said that the Dominos Outlets are
hygienic while 2% replied negatively.
As per data analysis, 39% respondents prefer to dine in the dominos Outlets
and the rest 61% prefer take away.
As per data analysis, 100% respondents have ordered for home delivery
from Dominos 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.
Page 85
CHAPTER- 7
RECOMMENDATIONS
& CONCLUSIONS
Dominos should use more aggressive marketing strategy to attract the
customers.
Dominos should introduce some new dishes to pull the customers.
Page 86

Dominos should work out on the ambience more for satisfaction of
the customers.
Dominos should charge a little less to capture more market.
Dominos should improve his quality of the pizzas to the new heights.
Dominos should increase the veg. pizza portfolio also for the veggies.
They should open more outlets in the overcrowded areas.
Dominos 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
Dominos 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.
Page 87
ANNEXURE
Questionnaire
Dear respondent,
Page 88

I, Hrishikesh Borah student of Dayananda
Sagar Junior Business School, doing my project on
Consumer Satisfaction in Dominos 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 Dominos?

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

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

Dominos
Mc.Donalds
Pizza Hut
KFC
4. Is the quality and taste always the same in Dominos?

Yes
No
5. Is the prices are satisfactory or not?
Page 89

Satisfied
Satisfied
Very Satisfied
Not
6. Are the promotional efforts are good enough to pull the

customers?
Effective
Very Effective
Not Effective
7. What do you recommend to Dominos?
Include more Varieties
Reduce Price
Better Promotions
Improve Quality
8. Experience at Dominos?
Excellent
Very Good
Good
Poor
9. Is there enough varieties of food to satisfy you?

Very Satisfied
Satisfied
Satisfied
Not
10.
Do you aware about the charity services done by
Dominos?
Page 90
Yes
11.
No
The food at Dominos is hygienic?
Yes
12.
No
Where do you want to dine?
Dine In
Take Away
13.
Do you ever ordered food for home delivery from
Dominos?
Yes
14.
No
Is it before 30 minutes?
Yes
15.
No
How was the ambience in Dominos?
Good
16.
Veg
Bad
What kind of food do you prefer?

Non Veg
Page 91
BIBLIOGRAPHY
Observation
Individual pre and post program feedback forms
through questionnaires.
Interviewing and mailing
Text book
Consumer behavior- Appahnahiah, Reddy &
Ramnath
Websites
www.google.com
www.dominos.co.in
www.wikipedia.in
www.answers.com
Page 92

Domino Pizza Project

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Domino Pizza Project

Uploaded by

Copyright:

Available Formats

Consumer Satisfaction in Dominos Pizza India Limited

Consumer Satisfaction in Dominos Pizza India Limited

Consumer Satisfaction in Dominos Pizza India Limited

Trends in the fast food industry

6-8 per cent, during the Tenth

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

The Market Scenario

Consumer Satisfaction in Dominos Pizza India Limited

A typical fast food meal in the India & other

Consumer Satisfaction in Dominos Pizza India Limited

Consumer Satisfaction in Dominos Pizza India Limited

PROBLEMS IN THE ORGANISATION

Consumer Satisfaction in Dominos Pizza India Limited

Consumer Satisfaction in Dominos Pizza India Limited

Consumer Satisfaction in Dominos Pizza India Limited

Consumer Satisfaction through Four Ps of Marketing Mix

Consumer Satisfaction in Dominos Pizza India Limited

the product; the

activities, and the distribution system.

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

Size and weight of the product

Consumer Satisfaction in Dominos Pizza India Limited

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

Price is, therefore, an important element in the

products successfully. Demand, cost,

3. PromotionPromotion component of the marketing mix is concerned with bringing

Consumer Satisfaction in Dominos Pizza India Limited

Four Ps in Dominos Pizza India Limited

Consumer Satisfaction in Dominos Pizza India Limited

products offered to the customers.

o Veg. Cheese Pizza

o Simply Chicken Pizza

o Soft serve cone

Consumer Satisfaction in Dominos Pizza India Limited

Consumer Satisfaction in Dominos Pizza India Limited

Dynamix Diary - Supplier of Cheese:

Easy accessibility has enabled farmers augment their income by

finding a new market for surplus milk

Consumer Satisfaction in Dominos Pizza India Limited

Consumer Satisfaction in Dominos Pizza India Limited

Consumer Satisfaction in Dominos Pizza India Limited

Consumer Satisfaction in Dominos Pizza India Limited

4. Promotion MixPromotion is a process of communication with the potential buyers

Consumer Satisfaction in Dominos Pizza India Limited

Relation of McKinsey 7S model with

Consumer Satisfaction in Dominos Pizza India Limited

Papa Johns Pizza

levels they prefer to it out at

1. Papa Johns PizzaPapa John's Pizza (NASDAQ: PZZA) is the third

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

Consumer Satisfaction in Dominos Pizza India Limited

2. NirulasEstablished in 1934, Nirulas today is a

Consumer Satisfaction in Dominos Pizza India Limited

Pizza Hut will

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

4. KFCKFC Corporation (KFC), founded and also known as

Consumer Satisfaction in Dominos Pizza India Limited

5. Mc DonaldsMcDonald's Corporation (NYSE: MCD) is the world's

Consumer Satisfaction in Dominos Pizza India Limited

1.3 CURRENT ISSUES

Consumer Satisfaction in Dominos Pizza India Limited

Consumer Satisfaction in Dominos Pizza India Limited

Consumer Satisfaction in Dominos Pizza India Limited