A

DESSERTATION REPORT

ON

“A STUDY OF CUSTOMER SATISFACTION TOWARDS

DOMINO’S PIZZA WITH REFERENCE TO NASIK CITY”

SUBMITTED TO

SAVITRIBAI PHULE UNIVERSITY OF PUNE

IN PARTIAL FULFILMENT OF THE REQUIREMENT OF

MASTER OF BUSINESS ADMINISTRATION (MBA-II)

SUBMITTED BY

SUNNY TEJBIRSINGH PARCHE

UNDER THE GUIDANCE OF

PROF. VAIBHAV BHALERAO

ASHOKA BUSINESS SCHOOL

NASHIK

2016-2018

1
 DECLARATION

I undersigned hereby declare that, the project entitled, “A STUDY OF

CUSTOMER SATISFACTION TOWARDS DOMINO’S PIZZA WITH
REFERENCE TO NASHIK CITY” Is executed as per the course
requirement of two year full time MBA Program of Savitribai Phule Pune
University. This report has not been submitted by any other person to any
other university or institution for a degree or diploma course. This is my
own & original work.

Place: ___________

Date: ____________

Sunny Tejbirsingh Parche

2
 CERTIFICATE

This is to certify that Mr. Sunny Tejbirsingh Parche

Roll No. 11, Class– MBA-II, PRN No. 2051611497 is a bonafide student of Ashoka
Business School, Nashik.

He has completed a Dessertation work titled “A STUDY OF CUSTOMER

SATISFACTION TOWARDS DOMINO’S PIZZA WITH REFERENCE TO
NASHIK CITY “ at satisfactorily for the Semester IV, Year II, in partial fulfilment of
requirement for the award of “Master of Business Administration (M.B.A.)”, as
prescribed by Savitribai Phule Pune University.

This Dessertation is the record of authentic work carried out during the Academic Year
(2017-18) under the supervision of the Guide.

Project Guide Director External Examiner

3
 ACKNOWLEDGEMENT

This project has been a great learning experience for me. I take this
opportunity to thank Prof. Vaibhav Bhalerao my internal project guide
whose valuable guidance & suggestions made this project possible. I am
extremely thankful to him for his support He has encouraged me and
channelized my enthusiasm effectively. I express my heart-felt gratitude
towards my parents, siblings and all those friends who have willingly and
with utmost commitment helped me during the course of my project work. I
also express my profound gratitude to Prof. Manisha Bhamre, Director of
Ashoka business school for giving me the opportunity to work on the project
and broaden my knowledge and experience.

4
 INDEX

CHAPTER
CONTENT PAGE NO.
NO.

1. 8
INTRODUCTION

2. 27
REVIEW OF LITERATURE

3. RESEARCH METHODOLOGY 30

4. DATA ANALYSIS AND 35

INTERPRETATION

5. 45
CONCLUSION

6. 46
FINDINGS

7. 47
BIBLIOGRAPHY

* ANNEXURE 48

5
 EXECUTIVE SUMMARY

Brand loyalty is a result of consumer behaviour and is affected by a person’s

preferences. Loyal customers will consistently purchase products from their
preferred brands, regardless of convenience or price. Some of the factors
which influence to brand loyalty of customers are Customers perceived
value, brand trust; customer’s satisfaction, repeat purchase behaviour, and
commitment are found to be the key influencing factors of brand loyalty.
The purpose of this study is to examine the factors influencing the liking and
satisfaction of customers towards Dominos’ Pizza. A questionnaire survey
was prepared and distributed to various age groups of customers who visit
Domino’s Pizza. We found that all the five factors showed liking and
satisfaction level in favour of Domino’s Pizza. Customer Satisfaction,
Liking, Brand Loyalty and Dominos Pizza and Customer Satisfaction
towards Domino’s.

The summary written by a researcher who was part of the study, The
methods vary on how researchers run an experiment or study, but it typically
follows the scientific method. the researcher have done this research process
in a way by filling the Questionnaire from the customers of domino’s and
fast food lovers through social media, by taking their personal feedback.
Even researchers have received their valuable inputs, some suggestions
which have made this project bolder towards the fast food industry.

6
RESEARCH DESIGN:-

The study falls under the descriptive research.

This Research is Descriptive in Nature:-

In this case and business environment, descriptive study was most suitable
because it helped in giving focus to the preferences, knowledge, beliefs &
satisfaction of a group of people in a given population and characteristics of
the successful Brand.

Sample size: 200

Sampling unit: Customers of Dominos.

Samples: mainly focus on customers of domino’s has been taken as sample

units.

Sampling Technique: Convenience Sampling.

The method of writing secondary research is to collect primary research that

is relevant to a writing topic and interpret what the primary research found.
Secondary data include information from various websites, magazines,
research papers and newspaper report and publications of various
associations

The data in project is collected through by filling the questionnaire from the
customer’s of domino’s as a sampling unit. And researchers has made Open
Ended Questions for taking feedback of customers.

7
 INTRODUCTION

(FAST FOOD INDUSTRY)

The fast food industry is on a high as Indians continue to have a feast.

Fuelled by what can be termed as a perfect ingredient for any industry –
large disposable incomes – the food sector has been witnessing a marked
change in consumption patterns, especially in terms of food. An increasing
number of international fast food chains rushing to India is because all of
them see tremendous potential in for this type of business. The large
upwardly mobile population in the urban areas tend to eat out more often or
business or for leisure. The various players operating in India are the well
established Indian chains like Nirula’s In addition to these; apparently some
of the best known international food chains are looking at India. Among

8
them are Sbarro, The Burger King, KFC, Dunkin Donuts, and Subway, etc.
are some of them to name. At present all these players are fighting for a
small pie, as fast food is really not a big habit with Indians, but they see a
big potential. The players are fighting on products, pricing, positioning and
trying to convert their first trials into regular purchase by providing
delightful service quality. The focus is on product quality and
standardization on taste. Consistency is the key, as its standardization in fast
food as the consumer is short on time and wants to satisfy his taste buds with
a consistent taste experience. Beyond this each player has its own strategy to
expand consumer base. Some feel that pricing is not the deciding factor
since fast food is not price sensitive market because it is not a single diet of
Indians. Some others are competing on positioning which is surprisingly
varied, giving the small size of the market. For most, targeting children
seems the right strategy. Advertising is popular. However, with competition
hooting up most chains is increasing reach as well as Working on
establishing a national presence. Trends in the fast food industry.The
industry is estimated to grow at 9-12 per cent, on the basis of an estimated
GDP growth rate of 6-8 per cent, during the Tenth Five year plan period.
Value addition of food is expected to increase from the current 8 per cent to
35 per cent by the end of 2025.Fruit and vegetable processing, which is
currently around 2 per cent of total production will increase to 10 per cent by
2020 and to 25 per cent by 2025.The popularity of food and agro products is
not surprising when the sector is now offering a growth of more than 150 per
cent in sales. While US brands such as McDonald’s, Pizza hut and Kentucky
Fried Chicken have become household names, more are on their way.

9
COMPANY OVERVIEW

KEY INFORMATION:-

 Type - Public (NYSE: DPZ)

 Founded - Ypsilanti, Michigan, U.S. (1960)
 Headquarters - Ann Arbor, Michigan, U.S.
 Founder - Tom Monaghan
 Chairman & CEO - David Brandon.
 Industry – Restaurants
 Products Pizza - sandwiches ·pasta · chicken wings ·desserts
 Employees - 145,000.

The domino’s brand was founded in the United States of America in 1960 by
Tom Monaghan. Since then, that business has grown into a global network
of over 8,500 pizza stores in more than 60 countries, involving over 2,000
franchises. Over its 49-year history, domino’s has developed a simple

10
business model focused on delivering quality pizzas in a timely manner.
Domino’s pizza, inc., completed its initial public offering in 2004 and so on
Jubilant Food Works Limited, a Jubilant Bhatia Group Company holds the
Master Franchisee Rights for Domino’s Pizza for India, Nepal, Sri Lanka
and Bangladesh. The company has been listed on the Indian bourses
recently. Prior to Sep 24, 2009, the company was known as Domino’s Pizza
India Limited and underwent a name change, rest of the terms remaining the
same. The promoters of the company are Mr. Shyam.S.Bhatia, Mr.Hari S
Bhatia and Jubilant Enpro Private Ltd. Domino’s Pizza opened its first store
in India in January 1996, at New Delhi. Today Domino’s Pizza India has
grown into a countrywide network of more than 364 stores (as on 31st
December, 2010) with a team of over 9,000 people. According to the India
Retail Report 2009, we were the largest Pizza chain in India and the fastest
growing multinational fast food chain between 2006-2007 and 2008-2009 in
terms of number of stores. Over the period since 1996, Domino’s Pizza India
has remained focused on delivering great tasting Pizzas and sides, superior
quality, exceptional customer service and value for money offerings. We
have endeavoured to establish a reputation for being a home delivery
specialist capable of delivering pizzas within 30 minutes or else FREE to a
community of loyal consumers from all our stores around the country.
Domino’s vision is focused on “Exceptional people on a mission to be the
best pizza delivery company in the world!&quota; We are committed to
bringing fun, happiness and convenience to lives of our consumers by
delivering delicious pizzas to their doorstep and our efforts are aimed at
fulfilling this commitment towards a large and ever-growing customer base.

11
Domino’s constantly strives to develop products that suit the tastes of our
consumers and hence delighting them. Domino’s believes strongly in the
strategy of ’Think global and act local’. Thus, time and again we have been
innovating with delicious new products such as crusts, toppings and
flavours’ suitable to the taste buds of Indian Consumers. Further providing
value for money and affordable products to our consumers has been an
important part of our efforts. Our initiatives such as Fun Meal and Pizza
Mania have been extremely popular with consumers looking for an
affordable and value for money meal option. Our Brand Positioning of
Khushiyo ki Home Delivery (Happiness Home delivered) is the emotional
benefit we offer to our consumers. All our efforts, whether it is a new
innovative and delicious product, offering consumers value for money deals,
great service, country wide presence or delivery in 30 minutes or free are all
oriented towards delivering happiness to the homes of our consumers..

Our Strengths

Strong Brand Equity. Wearethe second largest pizza company in the world.
Our domestic and international franchisees have invested significant
amounts in advertising efforts. We are the number one pizza delivery
company in the United States. Our store delivery areas cover a majority of
U.S. householdsStrong and Proven Business Model. Domestic and
international franchise royalties, revenues from supply chain and revenue
from retail sales at Company-owned storesCost-efficient store model,
characterized by a delivery- and carryout-oriented store design, with
moderate capital requirements and a menu of quality, affordable itemsOur
menu simplifies and streamlines production and delivery processes and

12
maximizes economies of scale on purchases of our principal food items and
Technological Innovation.

The emphasis on technology innovation helped Domino’s generated more

than 50 percent of U.S. sales from its digital channels at the end of 2015, as
well as reaches an estimated run rate of $4.7 billion annually in global
digital sales. We launched mobile applications that cover 95 percent of the
smart phones and tablets on the market. We launched an enhanced online
ordering profiles platform, allowing customers the ability to reorder their
favouriteorder in as few as five clicks or 30 seconds. We introduced “Dom,”
a voice ordering application, which we believe is the first in the restaurant
industry, and we also made Domino’s Tracker® available on the Pebble
smart watch platform. Our Domino’s PULSE point-of-sales system is
designed to improve operating efficiencies for our franchisees and our
corporate management Product Innovation. In late 2009, we reintroduced
our core pizza with a new recipe, which we believe has been key to our
continued growth in customer reorder rate, consumer traffic and increased
sales. Our more than 50 years of innovation have resulted in numerous new
product developments, including our recent innovations of Handmade Pan
Pizza, Specialty Chicken, Parmesan Bread Bites and Stuffed Cheesy Bread,
among others. Product innovation is also present in our global markets,
where our master franchisees have the ability to recommend products to suit
their local market tastes Internal Dough Manufacturing and Supply Chain
System. Our vertically integrated dough manufacturing and supply chain
system enhances the quality and consistency of our products, enhances our
relationships with franchisees, and leverages economies of scale to offer
lower costs to our stores. Allows store managers to better focus on store

13
operations and customer service by relieving them of the responsibility of
mixing dough in the stores and sourcing other ingredients. many of our
international master franchisees also profit from running supply chain
businesses.

COMPITITORS OF DOMINO’S PIZZA

Domino Pizza has established 57 years ago and has its headquarters in
Domino farm located in Ann Arbor, Michigan. This store was founded by
two brothers, James and Tom Monaghan after buying a then famous pizza
store known as Dominick’s. It was later rebranded to Domino’s remained a
privet owned company until in 2004 when it went public and started trading
on the New York stock exchange. It majorly specializes in pizza delivery
and take-out making it one of the highly ranked pizza restaurants worldwide.
It has expanded its service, and it is estimated that it currently receives
approximately 21 million customers every month. Some of the top
competitors it faces in this industry include the following.

14
1) Pizza Hut

Pizza Hut is arguably one of the most significant Domino’s Pizza

Competitors that directly competes with the brand in the fast food industry.
It specializes in take-out and delivering of pizza and has established quite a
considerable number of stores in the US and other countries including
Canada, Mexico, UK, Germany, Spain, and France among others. In 2016,
Pizza Hut was ranked as the leading pizza outlet in the entire world.It is an
indication that it is indeed performing greatly as a brand as well as a fast
food service provider. Its ability to provide other meals including a breakfast
menu, soft drinks, and Italian cuisines among others is also a plus that has
made it popular with non-Americans.

15
2) McDonald’s

McDonald was founded in 1940 by two brothers after opening their first
barbeque food outlet in California, US. A quick transformation that took
place in about eight years changed the entire set up since a production
system was introduced that was able to roll out burgers in fast service style
similar to what we are currently aware of. Since then, McDonald’s has
become a household name in most of the cities across the world.Its locations
have expanded with a total estimated operating income of about $7.8 billion
per annum. In the US alone, McDonald’s covers a market share of about
18% of the fast food industry making it a considerable force in the market.
Because of its huge distribution and popularity, McDonald’s is the second
largest Domino’s Pizza Competitors. It can be said to be an indirect
competitor because it does not make Pizzas. However, it is a direct
competitor when comparing the fast food industry.

16
3) KFC

It refers to Kentucky Fried Chicken. As the name suggests, it was founded in

Kentucky and also majored in serving fried chicken as the main meal across
all its outlets. It is among the prominent US-based fast food outlets that
record high sales volume and comes second after McDonald’s. It continued
expansion in different parts of the world has seen it growing its revenue both
brand value and operating income in the last decade. Since it’s known for its
trademark fried chicken menu, KFC has however diversified and include
quite a good number of fast foods in their options. KFC is also regarded as a
significant competitor in this industry due to its several locations and quality
consistency.

17
4)Starbucks

Starbucks is a renowned American giant quick-service chain of restaurants

that serves coffee. It has been in operation for the last 46 years carving a
niche in serving coffee in most of the major urban canters in different
countries of the world. It is regarded as the leading coffee chain industry by
the total revenues that it generates every year as well as the number of stores
it has in different locations. It is estimated that Starbucks receives a
minimum of 36 million Americans every month. It is a giant brand in the
quick service food industry and is believed to come second after
McDonald’s based on brand value, revenue and operating income globally.

18
5) Subway

Subway is a US-based fast food restaurant chain that was established by

Peter Buck and Fed DeLuca in 1965. It is famous for its trademark six-inch
foot long submarine sandwiches which it used to serve to clients. It has
worked its way to become one of the most valuable brands in the fast food
industry. In the global market, the subway is one of the largest restaurant
chains that recorded high sales and revenues, especially in the last decade. It
is attributed to the fact that it is growing as a brand since more and more
outlets are opening under its stable in different parts of the world.

19
6) Burger King

Burger king is an American-based fast service food outlet chain that operates
fast food joints worldwide. It became a privately-owned company in 2010
after it was purchased by 3G Capital, an investment firm. Burger King has
also risen to become one of the most renowned quick-service brands in the
world. It is estimated that it serves more than 50 million customers every
month, a clear indication of the reputation it has and the reasons why its
continuous expansion in different countries is inevitable. But it should also
be noted that Burger King experienced an annual reduction in revenue from
2009 to 2014 but started to resurge partly in 2015 and 2016.
Like McDonalds, Burger King has huge plans on expansion and its burgers
are loved by people. Hence Burger king is one of the fastest rising Domino’s
Pizza Competitors.

20
7) Dunkin donuts

Dunkin Donuts is a US-based quick service food joints that operate under
the Dunkin brands franchise. It specializes in selling hot and cold coffee, ice
cream and baked goods in its more than 18000 outlets all over the world. In
the United States alone, this particular restaurant joint had established more
than 8600 stores as of the first quarter of 2017.Its sales growth has been
steadily raising primarily between 2012 and 2016 where it recorded as
steady growth of between 5% and 8% over these years. It has also expanded
its service in better parts of the continents making it easy to reach out to
more client base.

21
8) Taco bell

Taco Bell is an American based quick service restaurant with headquarters

in Irvine, California. It specializes in manufacturing Mexican types of foods
such as quesadillas, tacos, and burritos among others. Taco Bell operates as
a subsidiary of Yum! Brands. Most of the Taco Bell restaurants are located
in different parts of the US. As of 2016, it had about 6600 outlets. However,
close to 6250 of these outlets are based in the United States of America
while the remaining are located in different countries where this particular
restaurant chain operates. All of the Taco Bell international outlets are
franchised. Those in the US, approximately 20% are company-owned while
the remaining 80% are franchised units.

22
9) Chipotle

Just like Taco Bell, Chipotle is also fast food restaurant chain that
specializes in serving a wide range of Mexican cuisine. The only difference
is that Taco Bell is headquartered in California whereas Chipotle is
headquartered in Denver, Colorado. It was founded by Steve Ells in 1993
and has continued to carve its niche in this particular industry to become one
of the highly regarded fast food joints. What sets Chipotle aside from its
competitors is that fact that specializes in offering fast food that meets the
quality standards, which is inspired by the commitment of the establishment.
It has also been able to expand to different locations within and outside the
US making it among the top players in this industry.

23
10) Wendy’s

Wendy’s is a US-based quick-service chain of restaurants that was formed

by Dave Thomas in 1969. Initially, Wendy’s specialized in serving a
combination of classic burger and fries. It, however, added more items on its
menu to include breakfast menu, chicken sandwiches, and salads for much
more. Between 2009 and 2013, Wendy’s experienced massive loss regarding
revenue. It was attributed to the sale of company’s-owned units to franchise
units as well as high prices of beef. The figures have continued to dwindle to
2016. All these, however, have never compromised the quality that this
brand has on the market, and it continues to expand in different countries.

24
11) Tim Horton’s

Tim Horton’s is one of the leading Canadian quick service restaurant chain
based in Ontario. It was founded in 1964 as joint for coffee and doughnuts.
However, it has expanded and currently serves a variety of beverages and
foods including sandwiches, baked goods, soup and breakfast menu among
others. It arguably the largest Canadian quick service restaurant chain that
has expanded to widely to different locations in different parts of the world,
including US and UK. It merged with Burger King but operates its services
as an independent entity. It has excellent future prospects in this industry
given that it a valuable brand in the market.

25
12) Papa John’s Pizza

Papa John’s Pizza is currently among the top Domino’s competitors in the
market. It deals with delivering of pizza to various clients by the orders
made as well as take-out. It is a massive American franchise that has spread
its outlets in different cities within and outside the USA. It is gradually
commanding a leading role in this particular industry competing with some
of the established brands such as McDonald’s. Papa John’s Pizza is
committed to excellent service delivery and was ranked in 2015 and 2016
among the top quick-service restaurants that offer fantastic customer
satisfaction in the market. It is an illustration that this entity is a force to
reckon with in the industry and should never be overlooked.

26
 CHAPTER – 2

REVIEW OF LITERATURE

Surprenant (1977), explained that Satisfaction Leads to Desirable

consequences such as repeat purchase, acceptance of other products in the
line, brand loyalty, store patronage and ultimately higher profits and
increased profit share.

Tse and Wilton (1988), examined that satisfaction is the consumer’s

response to the evaluation of the perceived discrepancy between prior
expectation and actual performance of the product as perceived after its
consumption.

Sepannen, et. al. (2004), examined that consumers always expect for a
product or service of better quality, which is easy to use or consume and of
lower costs than ever before. By improving operations, a business or an
organization can improve internal efficiency, effectiveness, adaptability and
customer service.

Evelyn, Elis ante& Reuben (2009), found that the speed of service delivery,
responsiveness and curtsy of company’s staff are most responsible factors
for customer satisfaction.

Singh& Jain (2009), focused on Metro Trains and Customer Satisfaction in

Delhi. They noticed that the organization should aim not only at satisfying
the customer but also focus on delighting him. The objective of their study

27
was to propose a framework of the major dimensions that have an impact on
the perceived quality of services provided by Delhi Metro Trains and their
overall satisfaction, they found that all aspects need to be given attention to,
depending on the importance attach to them by customers and customers
were satisfied with the services provided by the Delhi Metro Trains.

Kaushik and Gupta (2009) found that new entrants can deliver the best
quality at competitive price to have market share in herbal, simultaneously
Campaigns and event management in colleges by cosmetic companies help
them to increase sale, because consumers are 15-20 and 20- 25 age group
belongs to school and colleges. Consumers are ready to move towards herbal
products. So any company can easily get them by having perfect marketing
mix, balance price and quality.

Yesodha Devi N &, Kanchana V.S. (2009), examined that Quality & Taste
are the two major factors to select a restaurant. Customers are more
discerning and demanding and they always wants to experiment with the
money they spend, they also found that the Indian restaurant industry has
come of age by diversifying its services and is trying to cater to the Indian
taste buds and is staying in competitive arena amongst international giants
and is able to provide better services to the customers. Customer satisfaction,
a term frequently used in marketing, is a measure of how products and
services supplied by a company meet or surpass customer expectation. As
far as satisfaction of customers is concerned, firms generally ask customers
whether their product or service has met or exceeded expectations. Therefore
we can say, expectations are a key factor behind satisfaction. Brand loyalty
also played an important role in customer satisfaction, when consumers
become committed to your brand and make repeat purchases over time.

28
Brand loyalty is a result of consumer behaviour and is affected by a person’s
preferences. Loyal customers will consistently purchase products from their
preferred brands, regardless of convenience or price. Some of the factors
which influence to brand loyalty of customers are Customers perceived
value, brand trust; customer’s satisfaction, repeat purchase behaviour, and
commitment are found to be the key influencing factors of brand loyalty.
The purpose of this study is to examine the factors influencing the liking and
satisfaction of customers towards Dominos’ Pizza. A questionnaire survey
was prepared and distributed to various age groups of customers who visit
Domino’s Pizza. We found that all the five factors showed liking and
satisfaction level in favour of Domino’s Pizza. Customer Satisfaction,
Liking, Brand Loyalty and Dominos Pizza and Customer Satisfaction
towards Domino’s.

29
 CHAPTER – 3

RESEARCH METHODOLOGY

1. Primary data

Primary research is defined as factual, first-hand accounts of the study

written by a researcher who was part of the study. The methods vary on how
researchers run an experiment or study, but it typically follows the scientific
method. One way you can think of primary research is that it is typically
original researcher have done this research process in a way by filling the
Questionnaire from the customers of domino’s and fast food lovers through
social media, by taking their personal feedback. Even researchers have
received their valuable inputs, some suggestions which have made this
project bolder towards fast food industry.

30
2. Secondary data

Secondary research is defined as an analysis and interpretation of primary

research. The method of writing secondary research is to collect primary
research that is relevant to a writing topic and interpret what the primary
research found. Secondary data include information from various websites,
magazines, research papers and newspaper report and publications of
various associations. I have studied different type of institutes which are
already working or completed this type of project and accordingly I have
made decision and by referring that I was able to understand small needs and
accordingly I have started working on the particular area Referring to them I
cleared my all doubts and even I have seen what problem they were facing
and much more ideas.

The data in my project is collected through the following methods:

By filling the questionnaire from the customer’s of domino’s. There are all
open ended questions are given in the questionnaire.

31
RESEARCH DESIGN:-

The study falls under the descriptive research.

This Research is Descriptive in Nature:-

In this case and business environment, descriptive study was most suitable
because it helped in giving focus to the preferences, knowledge, beliefs &
satisfaction of a group of people in a given population and characteristics of
the successful Brand.

Sample size: 200

Sampling unit: Customers of Dominos.

Samples: mainly focus on customers of domino’s has been taken as sample

units.

Sampling Technique: Convenience Sampling.

32
OBJECTIVES

 To understand the expectations and requirements of the customer’s.

 To understand the customer satisfaction towards domino’s pizza.

 To understand general spending habit of consumers.

33
LIMITATION OF STUDY

Since the road to improvement is never ending, so this study also suffers
from certain limitations. Some of them are as follows:

Scope of project is limited in the sense that only Dominos has been taken for
consumer research. The extent of the survey was local public. So the
suggestions or arguments given in the report may not hold true for other
locations in India. Questionnaire method involves some uncertainty of
response. Co-operation on the part of informants, in some cases, was
difficult to resume.

34
 CHAPTER – 4

DATA ANALYSIS AND

INTERPRETATION

1. How many times do you visit domino’s?

once a month twice a month thrice a month

6%

31%

63%

INTERPRETATION:

From the above pie diagram we can conclude that 63%

customers visit dominos’ once in a month.

35
2. Did you Feel difficulties while placing order directly?

strongly disagree
5%

strongly agree
disagree 13%
21%

neither agree nor agree

disagree 40%
21%

INTERPRETATION:

From the above pie diagram we can determine that about 40% of
customers’ find difficulties in placing order for dominos pizza.

36
3. Rate Domino’s for its “30 minutes Nahi to free” campaign.

extremely extremely satisfied

dissatisfied dissatisfied 8%
6% 5%

neither
satisfied nor
dissatisfied
17%

satisfied
64%

INTERPRETATION:

From the above pie diagram we can determine that about 64% of
customers’ are extremely satisfied with 30 minutes of campaign
nahi to Free.

37
4. Domino's always gives value for money.

extremely
dissatisfied
3%
dissatisfied
8% extremely satisfied
neither
28%
satisfied nor
dissatisfied
17%

satisfied
44%

INTERPRETATION:

From the above pie diagram we can determine that about 44.7%
of customers’ says dominos is value for money.

38
 5. Rate Domino's for its quality of the pizza’s.

neither dissatisfied extremely

satisfied nor 6% dissatisfied
dissatisfied 1%
6% extremely satisfied
15%

satisfied
72%

INTERPRETATION:

 From the above pie diagram we can determine that about

72.9% of customers’ are extremely satisfied with dominos
pizza.

39
6. Domino’s staff is always able to provide me with the information that
I require?

disagree strongly disagree

5% 5%
neither agree
nor disagree strongly agree
13% 11%

agree
66%

INTERPRETATION:

 From the above pie diagram we can determine that about

66% of customers’ says that staff of dominos provides
complete information.

40
7. Are you satisfied with the services provided by the staff of domino’s?

dissatisfied extremely
6% dissatisfied
neither
5%
satisfied nor
dissatisfied extremely satisfied
10% 18%

satisfied
61%

INTERPRETATION:

 From the above pie diagram we can determine that about

61% of customers’ says that staff of dominos is polite and
respectful.

41
8. Domino’s would be your first choice.

strongly disagree strongly agree

7% 8%

disagree
12%

neither agree nor

disagree
20%
agree
53%

INTERPRETATION:

 From the above pie diagram we can determine that about 53%
says that domino’s is their first choice.

42
9. Domino’s sometimes serve bad quality of pizzas.

strongly disagree
3%

strongly agree
disagree 10%
21%

neither agree nor

disagree agree
21% 45%

INTERPRETATION:

 From the above pie diagram we can determine that about 45% of
people agree that sometimes dominos serves bad quality of pizza.

43
10. Would you recommend Domino’s to others?

strongly disagree
3%

disagree strongly agree

15% 12%

neither agree
nor disagree
13%

agree
57%

INTERPRETATION:

 From the above pie diagram we can determine that about 57% of
customers ‘recommends to others.

44
 CHAPTER – 5

CONCLUSION:

1. I have understood the domino’s is mostly preferred by the youngsters to

match with today’s modern lifestyle.

2. I have understood what are the various expectations and requirements of

the customers according to their age group.

3. Specially young age group is more attracted towards domino’s.

45
 CHAPTER – 6

FINDINGS

 We can determine that about 63% of customers visit dominos once a

month.
 We can determine that about 40% of customers find difficulties in
placing order for dominos pizza.
 we can determine that about 64% of customers are Extremely satisfied
with 30 minutes of campaign Nahi to Free
 We can determine that about 44.7% of customers say dominos is
value for money.
 We can determine that about 72.9% of customers are extremely
satisfied with domino’s pizza.
 we can determine that about 66% of customers’ says that staff of
dominos provide complete information
 We can determine that about 61% of customers’ says that staff of
domino’s is good in customer service.
 We can determine that about 53% of customer’s says that dominos is
their first choice.
 We can determine that about 45% of people agree that sometimes
domino’s serves bad quality of pizza.
 We can determine that about 57.4% of customers’ likes to recommend
others.

46
 CHAPTER – 7

BIBLIOGRAPHY

https://www.google.co.in/search?client=firefox-b-
ab&dcr=0&ei=fxq6WvD9EcbGvgTZyI2YDA&q=WWW.DOMINOZ+.CO
M&oq=WWW.DOMINOZ+.COM

http://Host/Database/DominoObject?Action&Arguments

Tse and Wilton (1988)

David K. Tse · Peter C. Wilton. Abstract. The authors extend consumer

satisfaction literature by theoretically and empirically.

Evelyn, Elis ante& Reuben (2009), found that the speed of service delivery.

www.domino’s.com

www.marketsurvry questionnaire.com

www.surveymonkey .com

www.reviews.com

www.docs.marketanalyzing./survey.co.in

47
 ANNEXURE

“A STUDY OF CUSTOMER SATISFACTION TOWARDS

DOMINO’S PIZZA WITH REFERENCE TO NASHIK CITY”

NAME:

___________________________________________________________

CONTACT NO:

___________________________________________________________

1. How many times do you visit domino’s?

(a) Once a month

(b) Twice a month

(c) Thrice a month

2. Did you Feel difficulties while placing order directly?

(a) Agree

(b) Strongly Agree

(c) Neither Agree nor Disagree

(d) Disagree

(e)Strongly disagree

48
3. Rate Domino’s for its “30 minutes Nahi to free” campaign.

(a) Satisfied

(b) Extremely Satisfied

(c) Neither Satisfied nor Dissatisfied

(d)Dissatisfied

(e) Extremely Dissatisfied

4. Domino's always gives value for money.

(a) Satisfied

(b) Extremely Satisfied

(c) Neither Satisfied nor Dissatisfied

(d)Dissatisfied

(e) Extremely Dissatisfied

5. Rate Domino's for its quality of the pizzas.

(a) Extremely Satisfied

(b) Satisfied

(c) Neither Satisfied nor Dissatisfied

(d)Dissatisfied

(e) Extremely Dissatisfied

49
6. Domino’s staff is always able to provide me with the information that
I require.

(a) Agree

(b) Strongly Agree

c) Neither Agree nor Disagree

(d) Disagree

(e)Strongly disagree

7. Are you satisfied with the service provided by the staff of domino’s?

(a) Extremely Satisfied

(b) Satisfied

(c) Neither Satisfied nor Dissatisfied

(d)Dissatisfied

(e) Extremely Dissatisfied

50
8. Dominos would be your First choice?

(a) Strongly Agree

(b) Agree

c) Neither Agree nor Disagree

(d) Disagree

(e)Strongly disagree

9. Dominos sometimes serve bad quality of pizzas.

(a) Strongly Agree

(b) Agree

c) Neither Agree nor Disagree

(d) Disagree

(e)Strongly disagree

10. I would recommend Dominos to others.

(a) Strongly Agree

(b) Agree

c) Neither Agree nor Disagree

(d) Disagree

(e)Strongly disagree

51