A

PROJECT REPORT
ON

“CUSTOMER SATISFACTION TOWARDS PIZZA CHAINS IN

RUDRAPUR”

Submitted in partial fulfillment of the requirement for

Master in Business Administration (M.B.A)

KUMAUN UNIVERSITY, NAINITAL

Department of Management studies

Bhimtal (Nainital)

SUBMITTED TO: SUBMITTED BY

Dept. of Management Studies SACHIN SAXENA
Bhimtal-Nainital ROLL NO.1664610018
MBA IV SEMESTER
Batch (2016-18)
MAY-2018
 STUDENT DECLEARATION

I SACHIN SAXENA student of MBA IV Semester, Department of management

studies Bhimtal, hereby declare that the project entitled “” written and submitted by
me under the guidance of Mrs. Pratibha Pant is my original work.

The empirical findings in the report are based on the data collected by me. While
preparing this Project Report I have not copied anything from any source or other
Project submitted for similar purpose

Signature:-
Date:-

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 ACKNOWLEDGEMENT

“Not a single gram can be breaking the whole vessel”. This is a common saying and it is
correct. Any project is not an outcome of a single participation but it is a team work. So, I
take a great opportunity to thank those entire people who helped me throughout my
project report.

With deep sense of gratitude, I want to acknowledge my project supervisor

Dr.Pratibha Pant for her valuable guidance and timely suggestion offered to me
throughout the course of my project.

I also express my gratitude to all my faculty members who endured with extra ordinary
grace and provide constant encouragement to my best efforts and made this a rewarding
experience.

Sachin Saxena Signature:-

M.B.A. IV Semester Date:-

ROLL. NO.1664610018

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 ABSTRACT

This project is all about the customer satisfaction towards Pizza Chains in Rudrapur city
like Dominos, Pizza bite, Pizza hut. In this project I have discussed about the industry
overview of the dominos, Pizza hut , & Pizza bite and problems of the company,
competitors information, company profile. In this project we have also discussed about
company’s SWOT analysis and their trends. I have also discussed 4 p’s of marketing mix
elements and we have done research design also and make questionnaires and found
positive and negative aspects of the organization.

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 TABLE OF CONTENTS

CONTENT PAGE NO.

Title Page i
Declaration ii
Preface iii
Acknowledgement iv
Chapter 1: Introduction 1-6
1.1. Introduction of pizza chains
1.2. History of pizza chains
1.3. Scope of study
1.4. Need of study
Chapter 2: Literature Review 7-11
Chapter 3: Objectives & Research Methodology 12-15
Chapter 4: Data Analysis & Interpretation 16-26
Chapter 5: Finding, Suggestion, Conclusion 27-31
Finding
Suggestion
Conclusion
Limitations
Chapter 6: Bibliography & Annexure 32-39
Bibliography
Annexure
List of Respondent

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1.1 INTRODUCTION
Talking about food habits and taste every household in this era has changed a lot.
Regarding this, many trading activities are growing up such as hotels, restaurants, and
business organizations. Such organizations have their own reputation to build up and
their own brand towards the market and the customers. All these trading activities depend
on the service on the service quality and the customer satisfaction which are the main
themes of this research to elaborate. Both service quality and customer satisfaction are
important from the point of view of marketing in terms of sellers and buyers.

Similarly, sellers are known as the service giver and buyers are known as the service
receivers, but both dealt with service. Givers always regard customers as the pillars of the
business organization. So, they try to give quality service and the customers also want
quality services offered by the restaurant or business organization. Thus, it is the
responsibility of the organization to offer a good service and make the customer satisfied
by providing their desires and wants. The expectations of the customers are to get the best
from the business organization. So, business organizations have to make the customers
happy and treat them well equivalent to their paid amounts. Business organizations and
customers have a give and take relationship.

In the changing scenario of the global context many people wants to taste different foods
if they can afford. So, organizations like restaurants are always ready to welcome the
variety of customers with the best hope that they can satisfy them. A trading organization,
either a restaurant or another organization always thinks about its service, because service
is the ladder of success. This research attempts to know what kind of customers are
coming to the Pizza chains and their satisfaction with the food and services offered by the
restaurants. Here, both qualitative research methods and quantitative research methods
will be used. A structured interview research is taken as a qualitative research methods
and a questionnaire survey is taken as a quantitative research to analyze the data. There
were 50 respondents who participated in the survey. The questions asked in questionnaire
survey and in the interview are totally different.

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 1.2 HISTORY OF PIZZA CHAINS

Domino’s

1960: Tom Monaghan is the one behind Domino's Pizza. He started the business
in 1960, first outlet in Ypsilanti, Michigan, US. Dominick’s is the name of the
first outlet which was founded by Tom Monaghan along with his brother James
Monaghan.

1965: When Tom became the sole owner of this business, he changed its name
to Domino’s Pizza

1983: Domino’s Pizza International opened its 1,000th store

2004: Domino's Pizza Inc., the recognized world leader in pizza delivery, began
trading common stock on the New York Stock Exchange (NYSE) in July 2004,
under the new ticker symbol DPZ

2011: The first Original Domino's Pizza Branch here in the Philippines opened in
Marvin Plaza, Pasong Tamo, and Makati City

2012: Domino’s Pizza operates over 10,000 stores worldwide in more than 70
markets. The World Leader in Pizza Delivery: Domino's delivers more than 1
million pizzas a day USA alone.

Domino's drivers cover 10 million miles each week in the USA alone. That's 41
trips to the moon

Ever wonder what the three dots stand for in the Domino’s Pizza logo? They
represent the first three Domino’s stores. At the time,

The plan was to add a dot for every new store. Obviously, that plan ran out of
steam (or, more appropriately, space).

Sell more Pizza, Have more FUN! Is the motto of Domino’s Pizza?

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Pizza Hut

Pizza Hut was founded in June 1958 by two Wichita State University students, brothers
Dan and Frank Carney, as a single location in Wichita, Kansas. PepsiCo acquired Pizza
Hut in November 1977.

Before closing in 2015, the oldest continuously operating Pizza Hut was in Manhattan,
Kansas, in a shopping and tavern district known as Aggieville near Kansas State
University. The first Pizza Hut restaurant east of the Mississippi River opened in Athens,
Ohio in 1966 by Lawrence Berberick and Gary Meyers.

Pizza Hut's international presence includes Canada and Mexico in North America, India
(not in the Pizza Hut division, but in the Yum! India division), Bangladesh, Pakistan,
Australia, New Zealand, United Kingdom, Sweden, Norway, Finland, Germany, Spain,
Turkey, South Africa, Honduras, Costa Rica, El Salvador, Guatemala, Colombia,
Venezuela, Chile, Brazil, Peru, Ecuador, and Nicaragua, and its Asian presence includes
Japan, Saudi Arabia, the United Arab Emirates, Qatar, the Philippines, Vietnam,
Thailand, Malaysia, Singapore, Indonesia, Brunei Darussalam, China (not in Pizza Hut
division, but in the Yum! China Division), Hong Kong, South Korea, Myanmar, and
Macau. Pizza Hut was one of the first American franchises to open in Iraq.

The company announced a rebrand that began on November 19, 2014. The rebrand was
an effort to increase sales, which dropped in the previous two years. The menu was
expanded to introduce various items such as crust flavors and eleven new specialty
pizzas. Work uniforms for employees were also refreshed. In 2017, Pizza Hut was listed
by UK-based company Richtopia at number 24 in the list of 200 Most Influential Brands
in the World.

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Pizza Bite

In 1996 Mr. Prem Singh started his humble journey by working as a team member at a
Domino’s Pizza India. By 2000, He had worked his way to become the Manager of the
store. Reached the level of Area Manager Operations North India, in 2006 he moved to
United Kingdom and joined Domino’s pizza UK as an operation manager.

Mr. Prem has also broken numerous records on an international level. Been fastest pizza
maker in India in year 1998 and represented India Domino’s in International competition
held in SINGAPORE on 24 Feb, 1998. Participated in England fasted pizza maker in year
2010 and scored 1st position and represented England in UK finals and scored 2nd
position.

In 2011 he became European fastest pizza maker by holding the record time of 46.50 sec
3 large pizza.

His love for his people brought him back to India and starts the Pizza bite in 2010 with
one store only. The Pizza Bite is not only a brand for him but it is actually an answer to
those Pizza giants who have ignored the demands of the small towns and cities and keep
loading metro towns with their outlets. The passion shared by Mr.Prem Singh after
staying overseas but having true love for Indian taste and culture made him innovate and
form our very own Indian Food chain.

From one store in 2010 the company has worked to become a national pizza joint with
multiple stores across North India.

He is from the hospitality background with high professional degrees and has in depth
knowledge and a deep approach in Indian and international food taste.

They have invested in some of the best people in their own fields and brought them
together under one roof to work towards success.

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1.3 SCOPE OF THE STUDY

1. This Study is helpful to companies for knowing that how many persons are
satisfied with pizza chains (pizza hut, pizza bite, Dominos).
2. Companies can make the product better as per customer satisfaction.
3. The study is also helpful in finding out the respondent’s opinion towards certain
attributes.
4. This study can be helpful to the company for conducting any further research.

1.4 NEED OF THE STUDY

This study was done in the Pizza chains such as Dominos, Pizza Hut and Pizza Bite
located in Rudrapur, District- Udham Singh Nagar, Uttarakhand. The aim of the study
was to give quality service and make up the customers satisfied. In the food industry
there are fewer opportunities for building up competitive benefits unless knowledge
applying to the business environment in analyzed. Meantime, there is price pressure
caused by the absence of opportunities for product differentiation, product identification
and product acquaintance particularly in Pizza.

People select the pizza restaurant depending on the taste and service. Service Quality and
customer satisfaction can be seen main theme in these pizza chains. Service quality and
customer satisfaction are in a mutual relationship. If the customers are satisfied with the
services and goods offered by the organization, then it will also benefit the organization.
The research method used in this study was quantitative with a questionnaire survey and
qualitative with a structured interview.

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According to (1982), Service quality is a generally viewed as the output of the service
delivery system, especially in the case of pure service systems. Moreover, service quality
is linked to consumer satisfaction, although there is no concern sues in the research
community about the direction of casualty relating quality and satisfaction, the common
assumption is that service quality leads to satisfied customers.

Brand loyalty is a scenario where the consumer fears purchasing and consuming product
from another brand which he does not trust. It is a measured through methods like word
of mouth publicity, repetitive buying, price sensitivity, commitment, brand trust,
customer satisfaction, etc brand loyalty the extent to which a consumer constantly buys
the same brand with in a product category. The consumers remain loyal to a specific
brand as long as it is available. They do not buy from other suppliers within the product
category. Brand loyalty exists when the consumers feels that brand consists of right
product characteristics and quality at right price. Even if the other brands are available at
cheaper price or superior quality, the brand loyal will stick to his brand.

Brand loyal consumers are the foundation of an organization. Greater loyalty levels lead
to less marketing expenditure because brand loyal consumers promote the brand
positively. Also it acts as a means of launching and introducing more products that are
targeted at same customers at less expenditure. It also restrains new competitors in the
market .Brand loyalty are a key component of brand equity.

Brand loyalty can developed through various measures such as quick service, ensuring
quality products, continuous improvement, wide distribution networked when consumers
are brand loyal they love “you” for being you , and they will minutely consider any other
alternative brand as a replacement.

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 SWOT ANALYSIS OF PIZZA CHAINS

STRENGTH

1. Unmatchable quality and variety.

2. Strong brand image
3. Customer Satisfaction
4. Hygiene
5. Excellent Service

WEAKNESS

1. Inadequate advertisement
2. Inadequacy of outlets
3. High price
4. Lack Of parking Facility

OPPORTUNITIES

1. Growing Fast food Market-Scope for Expansion

2. Introduction Attractive offers

THREAT

1. Low price points of competitors

2. No take away counters for pizzas
3. Better quality and variety of competitor

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PEST ANALYSIS OF PIZZA CHAINS

1. POLITICAL FACTOR

 Regulatory frame work operating in judicial system which may affect the business
in different ways

 Not many political factors in Rudrapur affecting Domino’s Pizza , pizza bite,
pizza hut as is it has the best pizza delivery system in the country

 Factors such as laws on business employment, pollution and taxation apply on the
organization which it has to avid

2. ECONOMICAL FACTOR

 Increasing per capital income is a good sign as the purchasing power increases
 Rise in food inflation rate is directly related to the rise in price.

3. SOCIAL FACTOR
 Domino’s Pizza is a multinational company and has originated from America so
the organization is overwhelmed by western culture.
 There are social forms of society which consist of upper class, middle class and
middle lower class, upper lower class and lower class.
 Every country has cultural norms, values, beliefs and religion which can affect
the organization.

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 4. TECHNOLOGICAL FACTOR

 With the new age technology baking and production is more cheaper and
easier hence efficient.
 Due to new technology there are new ways of marketing like internet,
telemarketing and the organization can advertise their products with much
more fast pace.

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OBJECTIVE OF THE STUDY

The research attempts:-

1. To know which pizza restaurant customer mostly like in Rudrapur.

2. To analyze the satisfaction of customers in the Pizza chains Rudrapur, as well as
the service offered by the restaurant.
3. To analyze what factors affect to Customer purchase decision of pizza chains in
Rudrapur.
4. To analyze what promotion strategy company use for Attract to customers.
5. Moreover, a research objective is to collect statistical information of the
customers and their level of satisfaction of various pizza chains restaurant in
Rudrapur. It will be interesting to do research on this topic in the form of
structured Interview, and quantitative survey.

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RESEARCH METHODOLOGY

Research methodologies play an important role in collecting the appropriate data and
information. It helps to collect, analyze, disseminate and utilize information for the
purpose of improving the satisfaction of the case study company. (Kumar 2008.) The
research method is quantitative, including a questionnaire, and qualitative including
structured interviewing. Altogether there are 10 questions about the services of the Pizza
chains listed in the questionnaires. The data that was received from the questionnaires
was analyzed through statistical analysis; and the structured interview outcomes were
analyzed manually by using qualitative analysis methods. Besides this, secondary data
was also used such as: library books, electronics books, and other theses and internet
sites.

The qualitative research method includes interview and observation; it also includes case
studies and document analysis. (Aect 2001.) The author used structured interview for
collecting the data. It took about 1 hour to take the interview with 3 customers. Structured
interviews means that the same types of questions were asked of all the customers.
Similarly, quantitative research methods are research techniques that are used to gather
quantitative data. They can be measured as quantities. Such as how many, how long and
how much. (Answers corporation 2012.) Here a questionnaire survey was done in Pizza
chains restaurants located in Rudrapur. Altogether 10 questions were asked to 50
customers and it took 5 to 10 minutes for one customer to fill the form. At last, a case is
that which collects and presents the detailed information about a participant or a small
group, which includes the subjects themselves. (Colorado State University 2012.)

Methodology used for data analysis:

The methodology used for data analysis consist of Pie chart, Tabulation, Graphics
Representation, % analysis etc. are used in the analysis etc. are used in the analysis of
data.

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Questionnaire Development:

Questionnaire is the most common instrument in collecting primary data. In order to

gather primary data from viewers.

The questionnaire consists of following type of questions.

 Open ended questions

 Closed ended questions
 Dichotomous questions
 Multiple choice questions
 Ranking question.

Open Ended Questions: It has no fixed alternatives to which the answer must conform.
Thus, respondent answer in his/her own words at any length they choose.

Close Ended Questions: Closed ended questions have no other options other than the
selecting the one that close matches the respondent’s opinion or attitude.

Dichotomous Questions: A dichotomous questions refers to one, which offers the

respondents a choice between only two alternatives.

Multiple Questions: A multiple choice question refers to one, which provides several
sets of alternatives for the respondents’ choice.

Ranking Questions: These questions are given when there are many points to be
considered and to be ranked in priority.

Sample size : The sample size of this study is 50 Respondent

Sample area : Rudrapur Region

Type of study: Comparative study of Dominos, pizza hut & pizza bite.

*****

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1. Do you like outdoor eating?

S.NO. OPTION NO. OF PERCENTAGE

RESPONSE
A Yes 50 100%
B No 00 00%

100%
90%
80%
70%
60%
Series 1
50%
40% 100%
30%
20%
10% 0%
0%
yes No

INTERPRETATION: - Out of the Sample of 50, following results were obtained

According to this study 100% Respondents like outdoor eating.

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2. How often do you eat pizza each month?

S.NO. OPTION NO. OF PERCENTAGE

RESPONSE
A Once a week 10 20%
B More than once a week 04 08%
C Once a fortnight 03 06%
D Once a month 33 66%

20%

Once a week

8% More than once a week

Once a fortnight
once a month
6%
66%

INTERPRETATION: - Out of the Sample of 50, following results were obtained

As the above study suggests in Rudrapur city Pizza customer eat pizza,20% once a week,8%more
than once a week, once a fortnight 6% and once a month 66%.

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 3. Which pizza Restaurant does you preferred?

S.NO. OPTION NO. OF PERCENTAGE

RESPONSE
A Dominos 27 54%
B Pizza hut 12 24%
C Pizza bite 10 20%
D other 01 02%

Customers preference for varrious pizza restaurant

2%

20%

Dominos
Pizza hut
Pizza bite
54%
other
24%

INTERPRETATION: - Out of the Sample of 50, following results were obtained

As the above study suggests customer’s preference for pizza restaurant in Rudrapur, on the
basis of this study 54% Customers like dominos,24% pizza hut,10% pizza bite, and 2% customers
like other restaurant.

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4. What is the most important quality about pizza you consider when ordering?

S.NO. OPTION NO. OF PERCENTAGE

RESPONSE
A Sauce 02 04%
B Cheese 33 66%
C Quantity of toppings 03 06%
D Convenience 03 06%
E Coupons 03 06%
F Price 06 12%

4%
12%

6%
Sauce

6% Cheese
Quantity of toppings

6% Convenience
Coupans
Price

66%

INTERPRETATION: - Out of the Sample of 50, following results were obtained

4% Sauce,66%cheese,6%quantity of toppings,6% convenience,6% coupons,12% price.

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5. What coupon offers are you mostly likely to use?

S.NO. OPTION NO. OF PERCENTAGE

RESPONSE
A Rs. Off purchase 16 32%
B %of purchase 09 18%
C Free item with purchase 23 46%
D Other 02 04%

50%
46%
40% 32%
30%
20% 18%

10%
0%
4%
Rs. Off purchase
%of purchase
Free item with
purchase Other

INTERPRETATION: - Out of the Sample of 50, following results were obtained

32% customer like purchase rs. Off offer

18 % customer like %of purchase

46% Customer like Free item with purchase

04% customer like other offer.

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6. What similar product other than pizza ordered in the past year?

S.NO. OPTION NO. OF PERCENTAGE

RESPONSE
A Pasta 07 14%
B Soft drink 37 74%
C Bread 04 08%
D Other 02 04%

4%
8% 14%

Pasta
Soft drink
Bread
Other

74%

INTERPRETATION: - Out of the Sample of 50, following results were obtained.

According to this study 74% customer like soft drink with pizza, 14 % customer like
Pasta,8% customer like bread, And 4% customer like other thing.

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7. How important is online ordering?

S.NO. OPTION NO. OF PERCENTAGE

RESPONSE
A Very important 21 42%
B Somewhat important 14 28%
C Don’t really care 12 24%
D Other 03 06%

6%

24% Very important

42%
Somewhat important
Don’t really care
Other

28%

INTERPRETATION: - Out of the Sample of 50, following results were obtained

Online ordering Service Very important for 42% Respondent, Somewhat important for
28%, don’t really care for 4%.

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8. What is the most effective way to reach you with special offer?

S.NO. OPTION NO. OF PERCENTAGE

RESPONSE
A Email 14 28%
B Direct mail 09 18%
C News Paper 23 46%
D Other 04 08%

8%

28%

Email
Direct mail
News Paper
Other
46%

18%

INTERPRETATION: - Out of the Sample of 50, following results were obtained.

28% customer know about the offer through email, 18% by direct mail, 46% by News
Paper and 8% customer know about the offer through other source.

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9. Dominos, pizza hut& pizza bite ambience comfortable and well provided?

S.NO. OPTION NO. OF PERCENTAGE

RESPONSE
A Strongly Disagree 05 10%
B Disagree neither agree 09 18%
C Agree 36 72%

18% Strongly Disagree

72% 72% Disagree neither agree
Agree
10%

INTERPRETATION: -Out of the Sample of 50, following results were obtained

72% customer agree, 18% agree neither disagree, 10 %Strongly Disagree.

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10. Are you satisfied with the price charged by Pizza chain like Dominos, Pizza Hut&
Pizza- Bite?

S.NO. OPTION NO. OF PERCENTAGE

RESPONSE
A Yes 36 72%
B No 14 28%

No 28%

Series 1

yes 72%

0% 10% 20% 30% 40% 50% 60% 70% 80%

INTERPRETATION: - Out of the Sample of 50, following results were obtained

72 %Customer satisfied by price

28 % Customer is unsatisfied by price

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 FINDING

1. 54% Customer preferred Domino’s pizza restaurant.

2. 24% customer Like Pizza Hut, 10% Pizza Bite, and 2% customer preferred to other
pizza restaurant.

3. As the above study suggest 66% customer consider cheese pizza,4% Sauce,12%
price, quality of toppings 06%,coupans06%,Convenience 06%.

4. 74% Customer soft drink order with pizza, 14%pasta, 8% Bread,04% other.

5. Very important online ordering service for Customers of pizza chains in Rudrapur.

6. 46% Customer mostly likely to use free item with purchase offer, 18%off purchase
and 14%pasta, 8% bread, 4%other.

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 SUGGESTION

1. The customer’s problems and suggestions should be taken seriously.

2. There must be use of foreign technology to increase the food production.

3. More and more customer’s motivation schemes should be used to gain customer’s
loyalty.

4. More and more incentive should be given to the customer’s to motivate them which
will help in increasing the customer’s morale.

5. There must be uniform of the restaurants staffs and workers.

6. There must be more and more emphasis on the advertisement of the restaurant
products.

7. There must be more effective measures to control the wastage of products.

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 CONCLUSION

Pizza chain like pizza hut, Dominos and Pizza Bite Has many targets which it has archive
in a given period of time the time period is mostly a year. Therefore, in order to fulfill the
targets different strategies are adopted by pizza chain in Rudrapur .therefore, it can be
concluded that these strategies have been successful and there flexibility in the strategies,
as they can be changed with the changes in the market condition as well as the targets.
Indians are value sensitive, not price sensitive. The price was attributed to the high
quality of ingredients used. For instance Dominos sourced its pepperoni and jalapeno
needs from Australia and Spain respectively. However with competition increasing from
pizza hut, dominos introduced price cuts discounts and freebies to attract the customers.
In 1998, Dominos introduced the pizza mania scheme where it is offer large pizza for rs
129/- the demand was overwhelming and the company sold close to 5000 pizzas in the
first week of its launch. The objective of promotion is to a introduced new product,
stimulate demand, change the short term behavior of the customers, and encourage repeat
or greater usages by current customers. Pizza chain uses many promotional strategies.
The main promotion is a coupon to purchase; this promotion is also distributed mainly by
mail, but also by fliers on college campus around the City in order to reach the target
market

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 LIMITAITON

1. The survey was conducted within the limited timeframe shortcoming may be
expected.
2. The respondent’s personal biasness may be another factor, that is uncontrollable.
3. The finding of the survey is strictly based on the responses of the respondents it is
difficult to find the true, so we are assuming them to be true.
4. Chances of some biasness could not be eliminated.
5. A sample size of fifty selected due to time limitation.

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 BIBLIOGRAPHY

 Kumar, R. 2008. Research Methodology. 2nd ed. Ansari Road, New Delhi: APH
Publishing Corporation.
 Aect, 2001. Qualitative research methods. Available:
http://www.aect.org/edtech/ed1/40/40-02.html. Accessed 13 May 2012.
 Answers corporation, 2012. Definition of qualitative and quantitative research.
Available:
http://wiki.answers.com/Q/What_is_the_definition_of_qualitative_and_quantitati
ve. Accessed 13 May 2012.
 Colorado State University, 2012. Introduction and definition of Case study.
Available: http://writing.colostate.edu/guides/research/casestudy/pop2a.cfm.
Accessed 13 May 2012.
 Research methodology
KOTHARI C R, 2nd Edition, New Age international publication, 2006

 www.wikipedia.com
 https://www.pizzahut.com

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