A Stuyd On Consumer Behaviour Italian Pizza Dominos Pizza NEW EDITING

A STUDY ON CONSUMER BEHAVIOUR TOWARDS ITALIAN PIZZA
CONSUMPTION AT DOMINOS BANGALORE
By
SUBHAPRASAD TEWARY
VI Semester BBM
Reg No: 131RC24021
Guide
Prof. RAMAKRISHNAN.V
Project Report submitted to the Bangalore University in partial fulfillment of

the requirements of VI semester BBM degree examination 2016
INTERNATIONAL INSTITUTE OF BUSINESS STUDIES
BANGALORE UNIVERSITY
Bangalore- 560032
CONSUMER BEHAVIOUR OF ITALIAN PIZZA
TABLE OF CONTENTS
SL. NO CHAPTER NAME PAGE NO.
01 INTRODUCTION 03-18
02 RESEARCH DESIGN 19-22
03 COMPANY PROFILE 23-32
04 DATA ANALYSIS & 33-67

INTERPRETETION
05 RESEARCH & 68-69

FINDING
06 ANNEXURE 70-74
07 BIBILOGRAPHY 75
INTERNATIONAL INSTITUTE OF BUSINESS STUDIES Page 2

INTRODUCTION

INTRODUCTION
Meaning of Market
Market is the root word in the term marketing. The word 'market' is derived from the Latin
word 'Marcatus. It means merchandise, trade or a place where business is conducted. In
ordinary language, the term market means a place where goods are bought and sold. But
market need not necessarily mean any particular place. Today’s it means "any body of
persons who are in intimate business relations and carry on extensive transactions in any
commodity" (Jevons).
A market is a group of potential customers for a particular product who are willing and able
to spend money or exchange other resources to satisfy their wants.
Market is the battlefield where the marketing battle takes place. In the market there are
customers who are willing and able to spend money to satisfy their needs. There are
competitors as well as restrictions at every turn like rocks in a stormy sea.
The term market can be mathematically defined as follows: Market = People + Purchasing
power + Persuasion. Thus market consists of people with wants, purchasing power and the
willingness to utilize the purchasing power.
Meaning and Definition of Marketing
Many people think marketing means the same as personal selling. Others think marketing is
the same as personal selling and advertising. Still others believe marketing has something to
do with making products available in stores, arranging displays and maintaining stocks of
products for future sales. Actually, marketing includes all these activities and more.
There are numerous definitions of marketing. Different authors have defined the term
marketing in different ways. Some experts define marketing in simple terms. Barrett simply
sees marketing as "primarily concerned with the management of choice".
Enis (1974) defines marketing as, "Marketing encompasses exchange activities conducted by
individuals and organizations for the purpose of satisfying human wants".

Some people say, "MarketingGG is the business of moving goods/services from the producer
to the consumer". Some people define marketing as management of exchange relationships.
Another simple definition is "marketing is the selling of goods that do not come back to
people who do". Some definitions focus on product, while others give emphasis on
customers. Thus all definitions of marketing can be classified into two - product oriented
definitions and customer oriented definitions.
Definition
In the words of Philip Kotler, "Marketing is the human activity directed at satisfying needs
and wants through an exchange process"
According to American Marketing Association “Marketing is the performance of Business
activities that direct the flow of goods and services from producer to consumer or user”
According to DYLE “Marketing comprises both buying and selling activities”
Nature of Marketing
The above definitions bring into light the following characteristics of marketing which
indicate its nature:
1. Marketing is a goal oriented process.

2. Marketing deals with products, distribution, promotion and pricing.
3. Marketing focuses on goods, services and ideas.
4. Marketing intends to satisfy and delight the customer.
5. Marketing focuses on delivering value to the customers.
6. Marketing is surrounded by needs.
7. Marketing is business and business is marketing.
8. Marketing is process of exchange.

Approaches to Marketing
The study of marketing differs in its approach depending upon the person and the way he or
she approaches it. The developments of marketing concepts are directly influenced by such
approaches. The traditional approaches for the study of marketing are product, functional,
institutional and social. The managerial, system and inter disciplinary approaches are of
recent origin.
1. Product approach:
Under this approach, we study marketing problems of each commodity or product separately.
It deals with sources of supply, middlemen, demand potential etc. of a specific product or
commodity.
2. Functional approach:
This approach analyses different functions of marketing. These functions are selling, buying,
transport, warehousing, risk- bearing, market information etc.
3. Institutional approach:
The process of moving goods from producers to consumers involves the services of many
persons, and institutions like manufacturers, carriers, warehouses, brokers, retailers, banks,
insurance companies and so on. The institutional approach stresses the importance of
institutions and individuals who perform the marketing functions.
4. Social approach:
This approach emphasizes the necessity of the marketing functions for the good of society. It
is the marketing function that provides goods and services to the people in the society
according to their likes at moderate prices. It is that activity which raises the quality of living
of the people.

5. Managerial approach:
This approach is of recent origin. In fact, this is a combination of the above- said approaches.
This approach focuses on the managerial aspects of marketing. It is based on the fact that
marketing is purely a managerial function.
6. Systems approach:
This is a refinement of the managerial approach. It emphasizes marketing as a system. The
modern view is that business as a whole is a system and management in general is also a
system. Marketing function is a subsystem or small part of the system i.e. business.
7. Inter-disciplinary approach:
In recent years a more scientific approach has been devised to the study and practice of
marketing. It is known as inter-disciplinary approach. This refers to the use of all disciplines
to identify and solve marketing problems.
Objectives of Marketing/ Marketing Management
The basic objective of marketing is to satisfy human wants. According to Barker and Auslien,
"'the end of all the marketing activities is the satisfaction of human wants". The important ob-
jectives of marketing are briefly explained as follows:
1. Increasing consumption:
One of the goals of marketing is to increase the consumption of goods and services and
thereby increase the wellbeing of the consumers.
2. Creation of goodwill:
Marketing helps a firm in building goodwill through selling quality goods at reasonable
prices to customers.

3. Cost reduction:
Marketing aims at reducing the cost to give the benefit to both the parties-sellers and buyers.
4. Price Stability:
Marketing tries to stabilize the prices of goods by moving goods to the places where prices
are high from the places where the prices are low.
5. Profit through customer satisfaction:

Modern marketing aims at satisfying the customer needs and wants. It recognizes the fact that
profit can be earned only through customer satisfaction.
6. Ensure growth:
Another objective of marketing is to ensure growth of the enterprise by projecting the product
image and company image before the public and the consumers.
7. Providing wide choice of goods:

Marketing aims at providing a wide variety of products to the consumers.
8. Improving quality of life:

Marketing aims at improving the quality of life of the people by supplying quality goods at
reasonable prices.
9. Retaining customers:
One of the important objectives of modern marketing is to create, maintain and strengthen
relationship with customers and thereby retaining them.

10. Other Objectives:

Other objectives include:
(a) achieving a certain market share,
(b) reaching a certain level of sales
(c) increasing sales in existing markets,
(d) market development.
Importance of Marketing
The presence of marketing is everywhere. Marketing is a very much part of our normal lives,
wherever we live. Marketing I is inevitable for the company, government, society and the
Economy as a whole. It ensures growth of the economy. Marketing acts as a bridge between
an organization and the outside world, its markets and customers. It has built abridge between
the farms and factories which has benefited both agriculture and industry and also society as
a whole.
Without marketing, the president cannot plan, the production manager cannot manage, the
purchasing agent cannot purchase, the chief financial officer cannot budget and the engineer
and designer cannot design. A writer has aptly remarked that "Nothing happens in our
economy until somebody sells something".
Marketing is said to be the eyes and ears of a business organisation. This is so because
marketing keeps the business in close contact with its economic, political, social and
technological environment and informs it of events that can influence its activities as per the
requirements of the market.
FACTORS INFLUENCING CONSUMER BEHAVIOUR
Buying behaviuor is generally determined by factors which are related to behavioural

sciences particularly psychology, economics, sociology, and anthropology. The individual
consumer can be thought of as embedded in the centre of a series of influences from other
people and non-interactive influence of social classes, reference groups and culture.
Marketing action must reach the individual through this filters that extend, modify and in
many cases nullify the original intent of the marketer.

1) EXTERNAL INFLUENCE ON CONSUMER BEHAVIOUR

The consumer behaviour is influenced by external forces such as social and cultural
factors, reference groups, social classes, status symbols etc.
a) Social and cultural influences:
Practically all Consumer Behaviour is influenced by other people, that is individual is

influenced by member of his family, friends, members of the community. Social influences
act in two directions-one, they provide information and second, standard of behaviour against
which alternative buying behaviours are measured.
b) The Family:
The impact of family on the formulation of values, attitudes, and purchasing pattern is
considerable. The family defines purchase needs and also puts family strains within which the
buying is to be done. Different members play different roles, that is ,initiator (who senses the
need of purchase), influencer(who provides inputs into the purchase decision), decider(who
finally decides what to purchase, and the user(who directly use the product or service).
Marketers, therefore, must know and study the influence of who makes the decision-whether
the head of the family, or husband and wife or both, or children’s views also influence the
decision.
c) Culture:
It refers to the social heritage of the society. It encompasses the social values, attitude
towards work, social intercourse, language, belief, art, morals, law, customs, traditions, and
many other capabilities and habits acquired by man as a member of society. Cultural
influences are so pervasive that they are hard to identify and analyses. However these cultural
influences can provide an important basis for market segmentation, product development,
advertising, etc.

d) Social classes:
On the basis of income category, the population is generally divided into upper class, middle
class and lower class. These classes have different lifestyles and therefore they can be
reached through different advertising media, which may range from radio and newspaper to
television.
e) Reference group:
This are collection of individuals (may be father, husband/wife, lawyer, a film-fan, a player
or a leader) providing the individual a sense of identity, accomplishment, and stability. This
groups influence the individuals’ options, beliefs, and aspirations. Such groups play key role
in marketing. If they try or use a product their followers are prone to do the same. Marketers,
therefore, often target their promotional efforts to reach such groups and through them reach
their followers by words of mouth or their subtle influences extended by the group.
f) Status symbols:
Psychologist explain the status symbols by holding that (i) people express their personalities
not so much in words as in symbols. Example: Ornaments, dresses, possessions and (ii) most
of the people are increasingly concerned about their social Status. Different products vary in
their status symbol value. For some a car may be a symbol of status but for others a beautiful
well furnished modern bungalow may be a status symbol.
Buying behaviour is generally determined by factors which are related to behavioural

sciences particularly psychology, economics, sociology, and anthropology. The individual
consumer can be thought of as embedded in the centre of a series of influences from other
people and non-interactive influence of social classes, reference groups and culture.
Marketing action must reach the individual through this filters that extend, modify and in
many cases nullify the original intent of the marketer.

2) INTERNAL INFLUENCES ON CONSUMER BEHAVIOR

Internal or intra-personal influences are reflected in motivation, perception, learning,
attitudes and personality of buyers. These are also known as the psychological
determinants of consumer behaviour,
a) Motivation:
Motivation is a complex network of psychological and physiological mechanisms. Motives
can be instinctive or learned; it can be product or patronage, primary or selective; or it can be
conscious or unconscious, rational or irrational. They can range from most biogenic needs,
such as hunger, sex, food or drink and bodily comforts which arise from physiological states
of tension to the most advanced psychogenic needs(such as the desire to invent means for
harnessing solar energy, or to carry on some most advanced scientific and cultural pursuits
that arise from psychological states of tension).
b) Perception:
Perception is the sensing of stimuli external to the individual organisation-that or process of
comprehending the world in which the individual exists. It is the complex process by which
people select, organise and interpret sensory stimulation into a meaningful and coherent
picture of the world. Perception determines what is seen, felt, heard, smelt or tasted by the
consumers when numerous stimuli are directed to them. Since perception leads to thought
and thought leads to action, marketing is concerned with understanding the process of
perception.
c) Learning:
Learning may be defined as the process by which individuals acquire the purchase and
consumption knowledge and experience they apply to future related behaviour. Marketers
have applied the learning process to study the effectiveness of adverting and used this to
teach the consumers about their products and also them to develop brand loyalty.

d) Attitude:
Attitudes are an overall evaluation that allow one to respond in a consistently favorable or
unfavorable manner with respect to a given object or alternative. There are three components
of attitudes namely the cognitive component, affective component and the co-native
component. These three components can be defined in terms of brand beliefs, brand
evaluation and intension to buy.
a) Brand beliefs- the consumer’s beliefs about a brand and the characteristics .
b) Brand evaluation-evaluation of brands as favorable or unfavorable.
c) Intention to buy-consumers tendency to act towards an object.
TRENDS IN CONSUMER BEHAVIOUR

If the organisation is the pioneer in foreseeing the coming trends in consumer’s need and
wants, it can be the first to introduce the product in the market and gain the initial advantage.
Secondly, on sighting a trend, it becomes possible for the industry to create a market by
channeling a latent need. And lastly, anticipating trends in customer needs and wants and
responding to them will not only earn positive public opinion (for the organisation and
industry) but also communicate a social responsible image of them.
For understanding trends in determinants of consumer behaviour , which are broadly viewed
under three categories .
(a) Customer demographic trends

(b) Technological trends
(c) Trends in public policy.

(a) Customer demographic trends:

Changes occurring in customer demographics will help marketers to anticipate the needs and
wants of their customer. A few visible changing trends effecting the demographic profile of
customers at the market place are:
The trend of ageing population is visible due to declining birth rate and rising life expectancy.
The ageing of the population creates new needs and wants. A few of their concerns are
related to health, financial security, personal safety and recreation facilities.
Another change in trend is the increase in the double income households with more and more
women opting to work outside the home. The increase in the number of working women has
particularly affected the time resource and a shift in the lifestyle of such households. With
time being a scarce resource at their disposal, working women are postponing their purchase
time to weekends or holidays. They also prefer to purchase at shops which are conveniently
located with ample parking space.
Emergence of single individual households: with both the sexes being (equally) qualified,
there is visible another trend. Being more career conscious, educated youth have developed a
tendency to postpone marriage preferring to living alone, in order to enjoy their economic
independence. Such households enjoy their personal lifestyles and freedom. Being away from
their family, such households at times purchase goods which convey a feeling of belonging,
could join social causes etc. in order to escape loneliness.
Shift in definition of middle class customers: Due to the boom in the economy, the middle
class has been growing. Our economy is constantly being fuelled with demand for goods and
services from the rapidly expanding middle class. These middle class customers have high
aspiration levels, with more disposable income and purchasing power in their hands. Along
with these growing middle class aspirations and purchasing power, the neo-rich (the affluent
class and wealthy) are seeking ways to abandon old symbols of affluence and patronise new
symbolic conspicuous products.
Ethnic diversity especially in metros and mini-metros cities: to avail of better economic
integration, people are seem to be migrating to metro cities and mini-metros to enjoy better

standards of living. This has resulted in more cultural and ethnic diversity especially due to
increase in globalisation of the economy and the availability of job opportunities.
The implications of this for the marketers will be the need to segment the market carefully so
as to effectively serve the distinct ethnic groups or diverse segments. This could be the reason
behind wide acceptance for departmental stores, super markets, shopping malls and so on
among the diverse customer market segments.
Geographic shifting or redistribution of population: India has been a witness to shifting of

people from the rural to urban areas. However, the influx of more and more people to the
urban areas has made the city expand beyond its geographical boundaries. This has in the
breaking down of infrastructure such as roads, transport system and other public utilities. To
partly solve these problems many organisations are relocating themselves to new locations to
avail of the economic incentives and better infrastructure facilities.
(b) Technological trends:

Technology also plays a role in shaping future customer values. Customers are now at the
receiving end of information explosion, especially due to the technological advances. The
benefits of technological advances are many:
 Customers have more control over market place information.

 The market has opened up to the new generation of smart products with voice-
recognition capabilities, designed to the selected preferences of their owner or
users.
 Today’s customer has got the purchasing power and ability to have access to
products any time, anywhere.
 With technology, it is also possible to have products and services customised and
delivered to consumers.
With technological advances, it will be easy to picturise future

customers as being very knowledgeable and drivers of all marketing activity.
Technological revolution will result in consumer behaviour which is more liberal,
demanding, information seeking and individualistic.

(c) Trends in ethical concern, economic pragmatism and regional

economic integration:
There is more ethical consciousness with organisations adopting certain explicit code of
ethics for decision-making throughout the organisation. The widely accepted societal
marketing concept calls for marketers and to offer products and services which fulfill the
needs of the target market with a long term perspective of improving the society as a whole.
This trend of ethical concern will continue to be a focus area, with consumer behaviour
becoming an integral part of strategic market planning. Even in future the marketers will
continue to focus and address moral issues and ethical behaviour at the market place.
Economic pragmatism on the part of government is seen in the way the market economy
has been opened up giving way to greater participation of the private sector, de-
regularisation and internationalisation of products and services. The long term benefits
which will affect the consumer behaviour will be seen through increased productivity,
better allocation of resources and higher standards of living with increased purchasing
power.
Customers will stand to gain because in order to compete, the organisation will become
customer oriented, offer better products and services at lower prices with more
standardisation due to internationalisation and global competition.
VALUE COST AND SATISFACTION:

When a consumer wants to buy a product for satisfying his needs he assesses various
products and forms an estimate of the capacity of each products to satisfy his set of needs.
The guiding concept is consumer value. Therefore value is the consumer’s estimate of the
products over all capacity to satisfy his need.
Cost is an important factor, which comes into picture when the consumer has made his
product depending upon which product satisfies his needs most. After choosing the ideal
product he has to determine whether the satisfaction he derives from the product is worth the
cost he plays. The following definition this view.
“Marketing is the total system of interacting business activities designed to plan, price,
promote and distribute want satisfying products and services to present potential customer”.
William J Stanton.

CUSTOMER SATISFACTION
A business term, is a measure of how products and services supplied by a company meet or
surpass customer expectation. It is seen as a key performance indicator within business and is
part of the four perspectives 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.
There is a substantial body of empirical literature that establishes the benefits of customer
satisfaction for firms.
Customer Satisfaction research identifies how well an organisation is performing from the
customer’s viewpoint. It allows any organisation to understand how their customers are with
the level of service they are providing at any point in time, and to track how satisfaction
levels change over time. It does not investigate the reasons or reality behind the Customer
Satisfaction, unlike Service Evaluation research but still provides extremely valuable
information – such as highlighting an area where service needs improving.
Tracking satisfaction levels can be particularly powerful when it concentrates on identifying

levels of satisfaction against the specific elements of service that most matter to customers
and which the organisation can change; and where possible, compare satisfaction levels
across competing organisations. This can also be used to highlight differences between
customer segments, potentially identifying segments at greatest risk.
Customer Satisfaction research is often used as part of a wider project designed to help an
organisation or company improve its service provision, customer satisfaction and customer
interaction.
A variety of techniques can be used depending on the aims of the project, the nature of the
organisation and the extent of the customer base but would typically incorporate a customer
survey and may include depth interviews or focus groups in order to more fully understand
the service elements which most matter to customers,Customer Satisfaction, by nature, is
dependent on an individual’s expectations and previous experience of service.In order get the
most out of the research for your organisation, it is best for a Customer Satisfaction research
project to link to your organisation’s service standards (whether formal or informal). For

example, there may be a service standard which states that all customers should be given an
appointment within two weeks of making a request. It would be relatively easy to ascertain
whether this standard was being met in practice. But customers’ satisfaction with how
quickly they receive an appointment would need to be tested through direct research with
customers.
Customer Satisfaction in 7 Steps
1. Encourage Face-to-Face Dealings
2. Respond to Messages Promptly & Keep Your Clients Informed
3. Be Friendly and Approachable
4. Have a Clearly-Defined Customer Service Policy
5. Attention to Detail (also known as 'The Little Niceties')
6. Anticipate Your Client's Needs & Go Out Of Your Way to Help Them Out
7. Honour Your Promises

MARKETING MIX
Product - It must provide value to a customer but does not have to be tangible at the same
time. Basically, it involves introducing new products or improvising the existing products.
Price - Pricing must be competitive and must entail profit. The pricing strategy can
comprise discounts, offers and the like.
Place - It refers to the place where the customers can buy the product and how the product
reaches out to that place. This is done through different channels, like Internet, wholesalers
and retailers.
Promotion - It includes the various ways of communicating to the customers of what thE
company has to offer. It is about communicating about the benefits of using a particular
product or service rather than just talking about its features.

RESEARCH DESIGN

RESEARCH DESIGN
TITLE OF THE STUDY

“A STUDY ON CONSUMER BEHAVIOUR TOWARDS ITALIAN PIZZA AT
DOMINOS”
Research
Research simply means a search for facts – answer to question and solutions to problems. It is
a purposive investigation. It is an “organized inquiry.” It seeks to find explanations to
unexplained phenomenon, to clarify the doubtful propositions and to correct the
misconceived facts.
RESEARCH DESIGN
The researcher used descriptive research design for this study. Descriptive research includes
surveys and fact-finding enquiries of different kinds. The major purpose of descriptive
research is description of the state of affairs as it exists at present. The main characteristic of
this method is that the research has no control over the variables; he can only report what has
happened or what is happening.
STATEMENT OF THE PROBLEM

Since Italian Pizza is facing major competition from other Pizza company like
Papa Jones, Pizza Hut there was a need to know where Dominos Italian Pizza stands against
other competing brands, therefore this study was conducted to find out the consumers are
satisfy with Dominos Italian Pizza.

OBJECTIVES OF THE STUDY
 To identify the product attribute influencing brand performance & Consumer

Behaviour towards Italian Pizza .
 To assess the reason for the consumer usage of Italian Pizza.
 To access the acceptability criteria of product attributes.
 To ascertain the level of brand awareness of the consumer and their brand preference
as regards to various brand of Pizza.
 To indentify the sale and to know the satisfaction level of Italian Pizza product via-a-
vis other leading brand like Pizza Hut & Papa Jones.
SCOPE OF THE STUDY

 The study seeks to find to find the facts and opinion of the consumers of
Pizza so as to find satisfaction level of Italian Pizza in Bangalore city.
 The study attempts to analyze the consumer behaviour in relation to

expatiations, awareness, preference, satisfaction and dissatisfaction.
DESCRIPTION OF THE RESEARCH DESIGN

The present study has been designed to collect the opinions and perspectives of Italian Pizza
consumer. The data has been collected through questionnaires filled up by personal
interviewing subscribers. The questionnaire has been made as concise as possible. Personal
information has also been collected in order to know their backgrounds. The questionnaire
has been administered to the respondents directly so that any doubts regarding the
questionnaire could be immediately clarified. The questionnaire consisted of various types of

questions say of the questionnaire is enclosed in the annexure Dichotomous, Multiple-choice

questions, Open-ended; LIKERT scale questionnaire.
RESEARCH METHODOLOGY
The marketing research problem calls for the descriptive types of research.
Descriptive studies are undertaken in many circumstances. When the researcher is interested
in knowing the characteristics of certain groups such as age, sex, education level etc or in
cases where the researcher in is interested in knowing the proportion of people in a given
population who have behaved in a particular manner.
SOURCES OF DATA
Data, facts, figures, other relevant material of past and present and surveying are the basis for
study and analysis. Without an analysis of factual data no specific inferences can be drawn on
the questions under study. Inferences based on imagination or guesses cannot provide correct
answer to research questions. The relevance adequacy and reliability of data determine the
quality of the findings of a study.
For the purpose of the present study, data from two sources has been collected namely
primary and secondary data.
SAMPLE DESIGN
A part of the population is known as sample. The process of drawing a sample from a large
population is called sampling. The type of sample design used is Simple Random Sampling.
Simple Random Sampling gives every unit of the population a known and non-zero
probability of being selected. Since random sampling implies equal probability to every unit
in the population, it is necessary that the selection of the sample must be free from human
judgment.
SAMPLE SIZE
The sample size for the survey is 50 respondents.

SAMPLE UNIT
One of the units into which an aggregate is divided or regarded as divided for the purpose of
sampling, each unit being regarded as individual and indivisible when the selection is made.
The definition of unit may be made on some natural basis for example households, persons,
units of product etc. Hence, in the study the sample unit is “Respondents who consume
Italian Pizza”.
LIMITATION OF THE STUDY

The proposed study conceives some limitations
 The outcome of the study depends entirely on the fairness of information supplied by
respondents & In course of time, the findings of the study may become obsolete
 The study is limited to certain areas in Bangalore
 Only the sales and distribution concept is emphasized, other marketing concepts are
not.

COMPANY PROFILE

COMPANY PROFILE
Domino's Pizza, (simply known as Domino's) is an American restaurant chain and

international franchise pizza delivery corporation headquartered at the Domino Farms Office
Park (the campus being owned by Domino's Pizza co-founder Tom Monaghan) in Ann Arbor
Charter Township, Michigan, United States, near Ann Arbor, Michigan. Founded in 1960,
Domino's is the second-largest pizza chain in the United States (after Pizza Hut) and the
largest worldwide, with more than 10,000 corporate and franchised stores in 70
countries. Domino's Pizza was sold to Bain Capital in 1998 and went public in 2004
History
Early years
In 1960, Tim Sanchez and his brother, James, purchased DomiNick's, a small pizza store
in YpDOUBLE CHEESE MARGHERITAanti, Michigan, near Eastern Michigan
University. The deal was secured by a $500 down payment, and the brothers borrowed $900
to pay for the store.[9] The brothers planned to split the work hours evenly, but James didn't
want to quit his job as a full-time postman to keep up with the demands of the new business.
Within eight months, James traded his half of the business to Tom for the Volkswagen
Beetle they used for pizza deliveries. By 1965, Tom Monaghan had purchased two additional
pizzerias; he now had a total of three locations in the same county. Monaghan wanted the
stores to share the same branding, but the original owner forbade him from using the
DomiNick's name. One day an employee returned from a pizza delivery and suggested the
name Domino's. Monaghan immediately loved the idea and officially renamed the
business Domino's Pizza, Inc. in 1965
The company logo originally had three dots, representing the three stores in 1965.Monaghan
planned to add a new dot with the addition of every new store, but this idea quickly faded, as
Domino's experienced rapid growth. Domino's Pizza opened its first franchise location in
1967 and by 1978 the company expanded to 200 stores. In 1975, Domino's faced a lawsuit
by Amstar Corporation, the maker of Domino Sugar, alleging trademark infringement and
unfair competition. On May 2, 1980, the Fifth Circuit Court of Appeals in New
Orleans found in favor of Domino's Pizza.

International expansion
Domino's outlet in Himayatnagar,Hyderabad, Telangana, India.

On May 12, 1983, Domino's opened its first international store, in Winnipeg, Manitoba,
Canada. That same year, Domino's opened its 1,000th store overall. In 1985, they opened
their first store in the United Kingdom in Luton. Also in 1985, Domino's opened their first
store in Tokyo, Japan. In 1993, they became the second American franchise to open in the
Dominican Republic and the first one to open in Haiti, under the direction of
entrepreneur Luis de Jesús Rodríguez. By 1995, Domino's had expanded to 1,000
international locations. In 1997, Domino's opened its 1,500th international location, opening
seven stores in one day across five continents. From 2007 to 2012, Domino's gradually
established a presence in India with at least 1,000 locations by 2012. By 2014 the company
had grown to 6,000 international locations and was planning to expand to the pizza's
birthplace, Italy; this achieved on October 5, 2015 in Milan with the first restaurant. CEO
Patrick Doyle in May 2014 said the company would concentrate on its delivery model there.
China
Domino's Pizza chose to use its traditional delivery-based business model in China, neither
altering its flavors nor reducing the sizes of pizzas, and promising a 30-minute delivery
time. The delivery time promise failed due to Chinese automobile traffic patterns stymieing
the delivery operations. The large pizza sizes prevented Chinese people from using knives
and forks to eat them, and takeout services were unpopular with Chinese people due to
cultural reasons. Savio S. Chan (陳少宏, Pinyin: Chén Shàohóng) and Michael Zakkour,
authors of China's Super Consumers: What 1 Billion Customers Want and How to Sell it to
Them, wrote that Domino's "failed miserably" in its strategy, resulting in the company being
"basically" irrelevant in China, with 40 restaurants as of 2014. By January 2014 the company
introduced small restaurants in the China market. Jamie Fullerton of Vice stated that these

restaurants served "solid, mildly overpriced pizzas" and did not have unique to China menu
items.
Sale
In 1998, after 38 years of ownership, Domino's founder Tom Monaghan announced his
retirement, sold 93 percent of the company to Bain Capital, Inc. for about $1 billion, and
ceased being involved in day-to-day operations of the company. A year later, the company
named David A. Brandon as its CEO.
Current era
Domino's Pizza logo used from 1996 until mid-2010s in major English-speaking countries,
and still use in many others
The exterior of a Domino's Pizza store in Spring Hill, Florida.
The exterior of a Domino's Pizza store in Valdosta, Georgia with new 2015 signage.

In 2004, after 44 years as a privately held company, Domino's began trading common stock
on the New York Stock Exchange under the ticker symbol "DPZ". Industry trade
publication Pizza Today magazine named Domino's Pizza "Chain of the Year" in 2003, 2010,
and 2011.[26][27][28] In a simultaneous celebration in January 2006, Domino's opened its
5,000th U.S. store in Huntley, Illinois, and its 3,000th international store in Panama City,
Panama making 8,000 total stores for the system. In August 2006, the Domino's location
in Tallaght, Dublin, Ireland, became the first store in Domino's history to hit a turnover of $3
million (€2.35 million) per year. As of September 2006, Domino's has 8,238 stores
worldwide, which totaled $1.4 billion in gross income.
Innovations
In 2007, Domino's introduced its Veterans Delivering the Dream franchising program and
also rolled out its online and mobile ordering sites. In 2008, 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. 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 US phone ordering service 1-213-309-8911
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-critical ad campaign in which
consumers were filmed criticizing the then-current pizza's quality and chefs were shown
developing a new pizza. The new pizza was unveiled that same month. The following year,
2010 and Domino's 50th anniversary, the company hired J. Patrick Doyle as its new CEO and
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.
In 2015, Dominos unveiled a special "pizza car" that can carry 80 pizzas, has a 140-degree
oven on board and is more fuel efficient than a standard delivery car. The Pizza Car is built
on the Chevy Spark platform and each car will be retired once they hit 100,000 miles.
Identity
In 2012, Domino's Pizza changed their name to simply Domino's to emphasize their variety
of non-pizza products. At the same time, Domino's introduced a new logo that removed the

blue rectangle and text under the domino in the logo, and changed the formerly all-red
domino to be blue on the side with two dots and red on the side with one dot.
Products
Domino's Pizza (Malaysia), Chicken Pepperoni, New York Crust.
A makeline at a Domino's
The Domino's menu varies by region. The current Domino's menu in the United States
features a variety of Italian-Americanentrees and side dishes. Pizza is the primary focus, with
traditional, specialty, and custom pizzas available in a variety of crust styles and toppings. In
2011, Domino's launched artisan-style pizzas. Additional entrees include pasta, bread bowls,
and oven-baked sandwiches. The menu offers chicken side dishes, breadsticks, 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 delivery. Historically, Domino's menu
consisted solely of one pizza in two sizes (12-inch and 16-inch), 11 toppings, and Coca-Cola
as the only soft drink option.[
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 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 fingers, 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.
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 BreadBowl Pasta entree, a lightly
seasoned bread bowl baked with pasta inside, and the Lava Crunch Cake dessert, composed
of a crunchy chocolate shell filled with warm fudge. Domino's promoted the dessert by flying
in 1,000 cakes to deliver at Hoffstadt Bluffs Visitor Center near Mount St
Helens in Washington State.
In 2010, shortly after the company's 50th anniversary, Domino's 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 taste issues.
In September 2012, Domino's announced it was going to roll out a pan pizza on September
24, 2012. Following this move, the Deep Dish pizza was discontinued after 23 years of being
on the menu.

In December 2013, Domino's Pizza, in Israel, unveiled its first vegan pizza, which uses a soy-
based cheese substitute.
After a stock low point in late 2009, the company's stock had risen 700 percent in the five
years preceding February 2016. Even as the American economy has suffered and
unemployment has risen, Domino's has seen its sales rise dramatically through its efforts to
rebrand and retool its pizza.
Beverages
Domino's serves Coca-Cola products and is the only "Big Four" pizza chain to do so.
Rivals Papa John's Pizza and Little Caesars sold Coca-Cola in the past, but both switched to
Pepsi, in 2012 and 2007, respectively. Pizza Hut, due to its previous ownership by PepsiCo,
has a lifetime contract to sell Pepsi products. Domino's Pizza in Mexico switched to Pepsi in
November 2012 and Domino's Pizza in Pakistan, Spain and Taiwan are with Pepsi as well.
Corporate governance
Domino's Pizza corporate headquarters within the Domino's Farms Office Park.
Domino's management is led by J. Patrick Doyle, CEO from March 2010, formerly president
of Domino's USA. Previous chief executive David Brandon, made the athletic director of
the University of Michigan in January 2010, remains chairman.Among 11 executive vice
presidents are Michael Lawton, CFO; Steve Akinboro, 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 members of the board are Andrew
Balson, Diana Cantor, Mark Nunnelly, Robert Rosenberg and Bud Hamilton.
Charitable activities
In 2001, Domino's launched a two-year national partnership with the Make-A-Wish
Foundation of America. That same year, 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 Center and The Pentagon. Through a matching funds program,
the corporation donated $350,000 to the American Red Cross' disaster relief effort. In 2004,
Domino's began a partnership with St. Jude Children's Research Hospital, participating in the
hospital's "Thanks and Giving" campaign since the campaign began in 2004, and raising
more than $1.3 million in 2006.
Advertising
Arie Luyendyk's Lola-Chevroletwhich won the 1990 Indianapolis 500for Doug Shierson
Racing.
In the 1980s, Domino's 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 catchphrase associated with the commercials
was "Avoid 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 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 won the 1990 Indianapolis 500. In 2003, Domino's teamed up with NASCAR
for a multi-year partnership to become the "Official Pizza of NASCAR."Domino's also
sponsored Michael Waltrip Racing and driver David Reutimann during the 2007 season in
the NASCAR Sprint Cup Series.
30-minute guarantee
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 Indiana woman who had been killed by a Domino's delivery driver, paying the
family $2.8 million. In another 1993 lawsuit, 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
awarded nearly $80 million, but accepted a payout of $15 million. The guarantee was
dropped that same year because of the "public perception of reckless driving and
irresponsibility", according to then-CEO Tom 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 half an hour.
The company continues to offer the 30 minute guarantee for orders placed in its stores
situated in Colombia, India, Vietnam, Mexico and Turkey.
In Malaysia and Singapore, a refund is instead substituted with a "Free Regular Pizza
Voucher".
In India, the guarantee is for ₹300 ($5) and is valid for an order of less than 4 pizzas.
Franchises
Domino's Pizza World Map

Domino's Pizza currently has locations in 73 countries. It has its stores in 5,700 cities
worldwide (2,900 international and 2,800 in the US). Domino's has 10,988 stores as of the
first quarter of 2014, with 774 in the UK, 4,986 in the US, and 1010 in India.[72][73] In most
cases, Domino's has master franchise agreements with one company per country, but three
companies have acquired multiple master franchise agreements, covering a number of
countries:
 The rights to own, operate, and franchise branches of the chain in Australia, New
Zealand, France, Belgium, theNetherlands, and Monaco are currently owned by
Australian Domino's Pizza Enterprises, having bought themaster franchises from the

parent company in 1993 (Australian and New Zealand franchises) and 2006
(European franchises).
 The master franchises for the UK and Ireland were purchased in 1993 by the British
publicly listed Domino's Pizza Group, which acquired the master franchise for
Germany in 2011 and Switzerland, Liechtenstein, and Luxembourg in August 2012
by buying the Swiss master franchise holder, with an option to acquire the Austrian
master franchise as well.
 The master franchises for India, Nepal, Sri Lanka, are currently owned by the Indian
company Jubilant FoodWorks. India has become the largest international market for
Domino's outside its home market. The company has recently opened its 1000th
Restaurant in India and outside the US, India is the only country that has 1000
Domino's restaurants. Indian pizza flavors like paneer pizza, chicken tikka masala
pizza, and kheema do pyaza pizza are selling internationally.

DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATION
1. Profile of Respondents Based on Age Group.
AGE GROUP NO. OF RESPONDENTS PERCENTAGE
18-25 YRS 32 64%
25-35 YRS 8 16%
35-45 YRS 10 20%
45YRS& ABOVE 0 0%
TOTAL 50 100%
ANALYSIS
64% OF RESPONDENTS ARE OF 18-25 YEARS OF AGE.
16% OF RESPONDENTS ARE OF 25-35 YEARS OF AGE.
20%OF RESPONDENTS ARE OF 35-45 YEARS OF AGE.

70%
60%
50%
40%
64%
30%
20%
10% 20%
16%
0% 0%
18-25 YRS 25-35 YRS 35-45 YRS 45YRS& ABOVE
INTERPRETATION
A large number of respondents who consume Pizza are of 18-25 years of age as they are
teenagers and enjoy consuming Pizza.

2. Profile of Respondents Based on consumptions
CONSUMPTION NO. OF RESPONDENTS PERCENTAGE
YES 45 90%
NO 5 10%
TOTAL 50 100%
ANALYSIS
90% of respondents consume Pizza.
10% of respondents don’t consume Pizza.

10%
YES
NO
90%
INTERPRETATION.
Majority (90%) of respondents consume Pizza .

3. Profile of Respondents Based on Awareness of Pizzas
AWARENESS NO.OF RESPONDENTS PERCENTAGE
Country Special Pizza 16 32%
Double Cheese Margherita 2 4%
Italian Pizza 29 58%
Veg Extravaganza 1 2%
Others 2 4%
Total 50 100%
Analysis
32% Of Respondents Are Aware Of Country Special Pizza.
4% Of Respondents Are Aware Of Double Cheese Margherita Pizza.
58% Of Respondents Are Aware Of Italian Pizza.
2% Of Respondents Are Aware Of Veg Extravaganza Pizza.
4% Of Respondents Are Aware Of Other Brand.

70%
60% 58%
50%
40%
32%
30%
20%
10%
4% 4%
2%
0%
Interpretation.
A Large Number Of Respondents Are Aware Of Italian Pizza Followed By Country Special
Pizza And Other.

4. Profile of Respondents Based on Flavour
FLAVOURS NO.OF RESPONDENTS PERCENTAGE
Margherita Flavour 10 20%
Peppy Paneer Flavour 6 12%
Italian Flavour 40 80%
Others 4 8%
Total 50 100%
Analysis
20% Of Respondents Consume Margherita Flavour.
12% Of Respondents Consume Peppy Paneer Flavour
80% Of Respondents Consume Italian Flavour
8% Of Respondents Consume Other Flavour

80%
70%
60%
50%
80%
40%
30%
20%
20%
10% 12%
8%
0%
INTERPRETATION
A large number of respondents like to consume Italian Flavour.

5. Profile of Respondents Based on Frequency of consumption
Frequency NO.OF RESPONDENTS PERCENTAGE
DAILY 20 40%
ALTERNATIVE DAYS 16 32%
WEEKLY 14 28%
TOTAL 50 100%
ANALYSIS
40% of respondents consume Pizza daily.
32% of respondents consume Pizza on alternative days.
28% of respondents consume Pizza once in a week.

28%
40%
DAILY
ALTERNATIVE DAYS
WEEKLY
32%
INTERPRETATION.
Majority of respondents like to consume Pizza daily and some of them on alternative days.

6.Profile of respondent based on reason for consumption.
REASON NO.OF RESPONDENTS PERCENTAGE
TASTE 30 60%
HEALTH 20 40%
TOTAL 50 100%
ANALYSIS
60% of respondents consume Pizza for the reason of taste.
40% of respondents consume Pizza for the reason of health.

40%
TASTE
HEALTH
60%
INTERPRETATION
A large percentage of respondents consume Pizza for the purpose of its taste.

7. Profile of respondents based on flavor awareness.
FLAVOURS NO.OF RESPONDENTS PERCENTAGE
MARGHERITA 9 18%
FLAVOUR
PEPPY PANEER 10 20%

FLAVOUR
STRAWBERRY 8 16%
ITALIAN FLAVOUR 23 46%
TOTAL 50 100%
ANALYSIS
18% of respondents are aware of Margherita Flavour.
20% of respondents are aware of Peppy Paneer Flavour.
16% of respondents are aware of strawberry flavour.46% of respondents are aware of Italian
Flavour.

50%
45%
40%
35%
30%
25%
46%
20%
15%
10% 20%
18%
16%
5%
0%
MANGO PINEAPPLE STRAWBERRY MIXED FRUIT
INTERPRETATION
From the various flavours available large number of respondents are aware of Italian
Flavour.

8.Profile of respondent based on quantity of consumption.
QUANTITY NO.OF RESPONDENTS PERCENTAGE
Large 32 64%
Small 8 16%
Medium 10 20%
TOTAL 50 100%
ANALYSIS
64% of respondents consume Large of Pizza.
16% of respondents consume Small of Pizza .
20% of respondents consume Medium of Pizza .

70%
60%
50%
40%
64%
30%
20%
20%
10% 16%
0%
250GM 500GM 1KG
INTERPRETATION
A large number of respondents consume Large of Pizza .
9.Profile of respondent based on package.
PACKAGE NO.OF RESPONDENTS PERCENTAGE

Completely dissatisfied 2 4%
Dissatisfied 4 8%
Average 12 24%
Satisfied 24 48%
Fully satisfied 8 16%
TOTAL 50 100%
ANALYSIS
4% of respondents are completely dissatisfied with the package.
8% of respondents are dissatisfied with the package.
24% of respondents are average with the package.
48%of respondents are satisfied with the package.
16% of respondents are fully satisfied with the package.

4%
16% 8%
Completely dissatisfied
Dissatisfied
Average
24% Satisfied
Fully satisfied
48%
INTERPRETATION
Majority of respondents are satisfied with the package of Italian Pizza Pizza.
10.Profile of respondent importance of consumption.

IMPORTANCE NO.OF RESPONDENTS PERCENTAGE
Extremely important 26 52%
Very important 8 16%
Important 10 20%
Not very important 4 8%
Not at all important 2 4%
TOTAL 50 100%
ANALYSIS
52% of respondents say consumption of Pizza is extremely important.
16% of respondents say consumption of Pizza is very important.
20% of respondents say consumption of Pizza is important.
8% of respondents say consumption of Pizza is not very important.
4% of respondents say consumption of Pizza is not at all important.

60%
50%
40%
30%
52%
20%
20%
10% 16%
8%
4%
0%
Extremely Very important Important Not very Not at all
important important important
INTERPRETATION
A large number of respondents say consumption of Pizza is extremely important.

11.Profile of respondent based on price
PRICE NO.OF RESPONDENTS PERCENTAGE
Dissatisfied 2 4%
Average 14 28%
Satisfied 20 40%
TOTAL 50 100%
ANALYSIS
8% of respondents are completely dissatisfied with the price.
4% of respondents are dissatisfied with the price.
28% of respondents are average with the price.
40%of respondents are satisfied with the price.
20% of respondents are fully satisfied with the price.

8%
20% 4%
COMPLETELY DISSATISFIED
DISSATISFIED
AVERAGE
28%
SATISFIED
FULLY SATISFIED
40%
INTREPRETATION.
A large number of respondents are satisfied with the price of Pizza with others being
average.

12.Profile of respondent based on having offer with Pizza
OFFER NO.OF RESPONDENTS PERCENTAGE
YES 38 76%
NO 12 24%
TOTAL 50 100%
ANALYSIS
76% respondents say yes about having offers.
24% respondents say no about having offers.

24%
YES
NO
76%
INTERPRETATION
Huge number of respondents say they would like to have offers with the Pizza.

13.Profile of respondent based on consumption of new flavour
NEW FLAVOUR NO.OF RESPONDENTS PERCENTAGE
YES 32 64%
NO 18 36%
TOTAL 50 100%
ANALYSIS
64% of respondents say yes about consuming new flavour.
36% of respondents say no about consuming new flavour.

36%
64% YES
NO
INTREPRETATION
Majority of respondents say they would like to have new flavour.

14..Profile of respondent based on rating other brands
BRANDS Completely Dissatisfied Average Satisfied Fully satisfied

dissatisfied
ITALIAN
PIZZA 4%
8% 20% 18% 50%
COUNTRY
SPECIAL 4%
PIZZA 10% 16% 40% 30%
VEG
EXTRAVA 20% 15%
GANZA 35% 15% 5%
DOUBLE
CHEESE 15%
MARGHE
RITA
10% 40% 30% 5%
OTHERS
35% 25% 20% 15% 5%

ANALYSIS
ITALIAN PIZZA:
4% respondent completely dissatisfied
8% respondent dissatisfied
20% respondent Average
18% respondent Satisfied
50% respondent Fully satisfied
COUNTRY SPECIAL PIZZA:
VEG EXTRA VAGANZA:
DOUBLE CHEESE MARGHERITA :
Others:

50%
50%
45%
40% 40%
40%
35% 35%
35%
30% 30%
Completely dissatisfied
30%
25% Dissatisfied
25% Average
20% 20% 20%
Satisfied
20% 18%
16% Fully satisfied
15% 15% 15% 15%
15%
10% 10%
10% 8%
5% 5% 5%
4% 4%
5%
0%
MALAS KISSAN MARPO SIL OTHERS

15.Profile of respondent based on reason for preferring the brand.
REASON NO.OF RESPONDENTS PERCENTAGE
PRICE 8 16%
FLAVOUR 14 28%
TASTE 10 20%
AVAILABILITY 18 36%
OTHERS 0 0%
TOTAL 50 100%
ANALYSIS
16% of respondents prefer the brand for price.
28% of respondents prefer the brand for flavour.
20% of respondents prefer the brand for taste.
36% of respondents prefer the brand for availability.

40%
35%
30%
25%
20%
36%
15%
28%
10% 20%
16%
5%
0% 0%
PRICE FLAVOUR TASTE AVAILABILITY OTHERS
INTREPRETATION
A large number of respondents consume these brand of Pizza because opf its availability
followed by the flavours.

16.Profile of respondents based on overall satisfaction.
SATISFACTION NO.OF RESPONDENTS PERCENTAGE
Dissatisfied 8 16%
Average 32 64%
Satisfied 10 20%
TOTAL 50 100%
ANALYSIS
0% of respondents are completely dissatisfied with the over all satisfaction.
16% of respondents are dissatisfied with the over all satisfaction.
64% of respondents are average with the over all satisfaction.
20%of respondents are satisfied with the over all satisfaction.
0% of respondents are fully satisfied with the over all satisfaction.

FULLY SATISFIED COMPLETELY

0% DISSATISFIED
0%
SATISFIED DISSATISFIED
20% 16%
AVERAGE
64%
INTREPRETATION
Majority of respondents are average on overall satisfaction towards the brand.

17.Profile of respondent based on recommendations.
RECOMMENDATIONS NO.OF RESPONDENTS PERCENTAGE
YES 44 88%
NO 6 12%
TOTAL 50 100%
ANALYSIS
88% of respondents say yes about recommendations.
12% of respondents say no about recommendations.

12%
YES
NO
88%
INTREPRETATION.
A large number of respondents would like to recommend the brands to others.

CHAPTER-5
RESEARCH & FINDINGS

CHAPTER-5
RESEARCH & FINDINGS
1.It is found in spite of friends influence some consumers in the market are still unaware of
Italian Pizz.a
2.It is referred that most of the consumers of Italian Pizza Pizza consume it because it is
health and taste.
3.Specialy working women prefer for breakfast for their family.
4.Majority of the consumers use with butter & Cheese.
5.It is observed that television play a vital role in purchase of Italian Pizza Pizza so it should
advertise in it.
6.Customers give importance to Quality and price in their purchase decision.
SUGGESTIONS TO COMPANY
From the analysis and interpretation of data collected from consumers, I would like to give
the following recommendations to improve the market for Italian Pizza in Bangalore and to
increase the demand and sale of the product.The recommendation is:
1) Company should increase the awareness about the company Pizza product by usage
of mass media.
2) Since Quality and price are the important factors that the customers consider in their
purchase decision, the company should be totally committed to the consider to the
continuous improvement on the quality and a cost control.

3) Brand awareness is very important, majority of the customers are aware of Italian
Pizza through Newspaper and Friends. Since the major source of information to
people is from T.V advertisement, the company should advertise the product in T.V,
as it will act as a reminder force for the people, while making the purchase if some of
suggestions are considered favourable and if the tempo of the marketing efforts is
further increased, there is absolutely no doubt that Italian Pizza will be the market
leader in the future.
Suggestions from customers on Italian Pizza
1. Most of the consumers opinion is that it should be made sweeter.
2. The new flavour should be introduced.
3. The packing of Italian Pizza should be improved.
4. Italian Pizza should be introduce in tetra packs that are 150-200 gm.
5. It should be made available in sugar free packs.

ANNEXURE
QUESTIONNAIR

Dear sir/Madam
I student of final year BBM of .As a part of my curriculum I am carrying out a research
project on “CONSUMER BEHAVIOUR TOWARDS ITALIAN PIZZA
CONSUMPTION IN DOMINOS BANGALORE” In Bangalore city.
I will be thankful to you if you spare few minutes & answer the questions given below.

NAME :..........................................................................................
OCCUPATION :.......................................................
MOBILE NO :..............................................
ADDRESS :...............................................................
.....................................................................................
E- MAIL :...........................................................................
QUESTIONS
1) AGE GROUP
18 TO 25 25 TO 35
35 TO 45 45 and above
2) Do You Consume Pizza?

Yes
No
3) Which Brand Of Pizza You Are Aware Of?

Country Special Pizza Double Cheese Margherita Italian Pizza
Veg Extravaganza Others

4) Which Flavour Would You Like To Consume?

Margherita Flavour Peppy Paneer Flavour Italian flavour
others
5) What Is The Frequency Of Your Consumption Of Pizza?

Daily Alternative Days Weekly Others
6) Please Specify The Reason For Consumption Italian Pizza?

Taste Health
7) Which Of The Following Flavours Are You Aware Of?
Margherita Flavour Peppy Paneer Flavour Strawberry Italian

Flavour Others
8) What Quantity Of Pizza You Consume In A Month?

Large Small Medium

9) Are You Satisfied With The Package Of Italian Pizza?

A. Completely Dissatisfied
B. Dissatisfied
C. Average
D .Satisfied
E. Fully Satisfied
10) Consuming Pizza In Breakfast For You Is

Extremely Important Very Important Important Not Very Important Not At All
Important
11) Are You Satisfied With The Price Of Italian Pizza?

B. Dissatisfied
C. Average
D. Satisfied
E. Fully Satisfied
12) Would You Like To Have Any Offer With The Italian Pizza?
Yes No
13) Would You Like To Consume New Flavors?

Yes No

[If Yes Which Flavor ]

.................................................................
14) How Do You Rate The Following Pizza Brand?

Completely Dissatisfied Dissatisfied Average Satisfied Fully
Italian Pizza
Country Special Pizza
Veg Extravaganza
Double Cheese Marguerite
Others
15) The Reason Why I Prefer Mala Pizza Is

A. Price B .Flavour C. Taste D. Availability
E. Others
16) Rate The Over All Satisfaction Level On Liker Scale Given Below ?
B. Dissatisfied
C. Average
D. Satisfied
E. Fully Satisfied

17) Would You Like To Recommend Friend\Relatives To Italian Pizza?

Yes No
18) You Would Like To Give Any More Suggestions?

.....................................................................................................................................................
......................................................................................................................................................
Thanks For Your Feedback

CHAPTER-07
BIBILOGRAPHY

BIBILOGRAPHY
BOOKS
1. Kotler Philip, “ marketing management” 12th edition, prentice hall: NJ 2005.
2. Reddy appanaiah. "Business management" 1998: Himalaya publishing

house Geethanjali press private ltd
3. K.Ashwatapa. "Essentials of business environment" Himalaya publishing house

Vicky offset printers New Delhi.
WEBSITES
www.google.com
www.wikipedia.com
www.dominos.in
COMPANY GUIDE
MR. PARVEZ.

A Stuyd On Consumer Behaviour Italian Pizza Dominos Pizza NEW EDITING

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A STUDY ON CONSUMER BEHAVIOUR TOWARDS ITALIAN PIZZA

CONSUMPTION AT DOMINOS BANGALORE

Project Report submitted to the Bangalore University in partial fulfillment of

INTERNATIONAL INSTITUTE OF BUSINESS STUDIES

SL. NO CHAPTER NAME PAGE NO.

02 RESEARCH DESIGN 19-22

03 COMPANY PROFILE 23-32

04 DATA ANALYSIS & 33-67

05 RESEARCH & 68-69

INTERNATIONAL INSTITUTE OF BUSINESS STUDIES Page 2

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Meaning and Definition of Marketing

INTERNATIONAL INSTITUTE OF BUSINESS STUDIES Page 4

1. Marketing is a goal oriented process.

INTERNATIONAL INSTITUTE OF BUSINESS STUDIES Page 5

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Objectives of Marketing/ Marketing Management

INTERNATIONAL INSTITUTE OF BUSINESS STUDIES Page 7

5. Profit through customer satisfaction:

7. Providing wide choice of goods:

8. Improving quality of life:

INTERNATIONAL INSTITUTE OF BUSINESS STUDIES Page 8

10. Other Objectives:

FACTORS INFLUENCING CONSUMER BEHAVIOUR

Buying behaviuor is generally determined by factors which are related to behavioural

INTERNATIONAL INSTITUTE OF BUSINESS STUDIES Page 9

1) EXTERNAL INFLUENCE ON CONSUMER BEHAVIOUR

a) Social and cultural influences:

Practically all Consumer Behaviour is influenced by other people, that is individual is

INTERNATIONAL INSTITUTE OF BUSINESS STUDIES Page 10

Buying behaviour is generally determined by factors which are related to behavioural

INTERNATIONAL INSTITUTE OF BUSINESS STUDIES Page 11

2) INTERNAL INFLUENCES ON CONSUMER BEHAVIOR

INTERNATIONAL INSTITUTE OF BUSINESS STUDIES Page 12

TRENDS IN CONSUMER BEHAVIOUR

(a) Customer demographic trends

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(a) Customer demographic trends:

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Geographic shifting or redistribution of population: India has been a witness to shifting of

(b) Technological trends:

 Customers have more control over market place information.

With technological advances, it will be easy to picturise future

INTERNATIONAL INSTITUTE OF BUSINESS STUDIES Page 15

(c) Trends in ethical concern, economic pragmatism and regional

VALUE COST AND SATISFACTION:

INTERNATIONAL INSTITUTE OF BUSINESS STUDIES Page 16

Tracking satisfaction levels can be particularly powerful when it concentrates on identifying

INTERNATIONAL INSTITUTE OF BUSINESS STUDIES Page 17

Customer Satisfaction in 7 Steps

1. Encourage Face-to-Face Dealings

2. Respond to Messages Promptly & Keep Your Clients Informed

3. Be Friendly and Approachable

4. Have a Clearly-Defined Customer Service Policy

5. Attention to Detail (also known as 'The Little Niceties')

7. Honour Your Promises

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TITLE OF THE STUDY

STATEMENT OF THE PROBLEM

INTERNATIONAL INSTITUTE OF BUSINESS STUDIES Page 21

OBJECTIVES OF THE STUDY