FIELD STUDY REPORT

On

“A Comparative Study on Pizza Hut and

Domino's in Lucknow City”

Towards partial fulfillment of

Bachelor of Business Administration (BBA)
School of Management, Babu Banarasi Das University, Lucknow

Submitted By
Anviksha Tiwari
BBD 3rd Sem
Roll No- 1170671074
Session 2018-2019

School of Management

Babu Banarasi Das University

Lucknow
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 DECLARATION

I hereby declare that this Project Report entitled “A Comparative Study on Pizza Hut

and Domino's in Lucknow City” in the partial fulfillment of the requirement of

Bachelor in Business Administration of Babu Banarasi Das University, Lucknow is based

on primary & secondary data collected by me from various departments, books,

magazines and websites under guidance of my faculty Ms. Ekta.

It is my own work to the best of my knowledge & contains no material written by any

other person.

Anviksha Tiwari

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 ACKNOWLEDGEMENT

I would like to express my gratitude to all those who gave me the possibility to complete

this field work. I would like to thank my college authorities and I am particularly

appreciative to Ms. Ekta who gave her time to assist with my requests for information, as

well as for her guidance and valuable assistance from the offset of this field work. Her

insights and remarks were of great value.

Especially, I would like to give my special thanks to my parents, their love and blessing

enabled me to complete this work.

Anviksha Tiwari

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 PREFACE

Field study work is a part of management studies which is very important for each and

every management student. The purpose of the field work is to enhance the knowledge

and skills of the student and generate scope for the implementation of his/her acquired

skills and knowledge during his/her BBA course. It also helps to acclimatize the student

with the organization and the industry in which this organization exists. The objective of

the summer training is to see how an organization works and gain knowledge of the

happenings in the business world. Management trainees are trained to manage the matters

of the organization in a planed and systematic manner.

This study has helped us a lot in sharpening our knowledge and has also made us aware

about the happenings of the business world. This learning experience has increased our

competence which would help us in the management of corporate sector.

The main objective of this study was the “A Comparative Study on Pizza Hut and

Domino's in Lucknow City

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 TABLE OF CONTENT

Sr. No. Particulars Page No

1. Declaration

2. Acknowledgement

3. Preface

4. Introduction

5. Company Profile

6. Objectives

7. Research Methodology

8. Data Analysis

9. Findings

10. Recommendations

11. Conclusion

12. Bibliography

13. Annexure

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 INTRODUCTION

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 them are Sbarro, The Burger King, KFC, Dunkin Donuts, Sub-

way, etc. are some of them to name. At present all these players are fighting for a small

pie, as fast food is really not a big habit with Indians, but they see a big potential.

The players are fighting on products, pricing, positioning and trying to convert

their first trials into regular purchase by providing delightful service quality. The

focus is on product quality and standardization on taste. Consistency is the key, as its

standardization in fast food as the consumer is short on time and wants to satisfy

his taste buds with a 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.

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  Some others are competing on positioning which is surprisingly varied,

giving the small size of the market.

 For most, targeting children seems the right strategy.

 Advertising is popular.

However, with competition hooting up most chains are increasing reach as well as

working on establishing a national presence.

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 COMPANY PROFILE

Pizza Hut is an American restaurant chain and international franchise founded in 1958
by Dan and Frank Carney. The company is known for its Italian-American cuisine menu
including pizza and pasta, as well as side dishes and desserts. Pizza Hut has over 16,000
locations worldwide as of 2015, and is a subsidiary of Yum!.

Pizza Hut

"Make It Great"
Type Wholly owned subsidiary
Industry Restaurants
June 15, 1958; 59 years ago
Founded
Wichita, Kansas, U.S.
Dan Carney
Founders
Frank Carney
Headquarters Plano, Texas, U.S.
13,728 worldwide (excluding
Number of locations in China, operated by
locations Yum! China, and India, operated by
Yum! India) (as of 2015)
Italian-American cuisine
Products
pizza · pasta · Buffalo wings
 Yum! Brands worldwide
outside of China
Parent
 Yum China within China

Website www.pizzahut.com

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 Brief History of the Company, Dominos
The domino’s brand was founded in the United States of America in 1960 by Thomas

and James 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 business model focused on delivering

quality pizzas in a timely manner. Domino’s pizza, Inc., completed its initial public

offering in 2004 and is listed on the New York stock exchange. (Source: domino’s pizza,

Inc.)

Domino's pizza India ltd. was incorporated in March 1995 as the master franchisee for

India and Nepal, of domino's pizza international Inc., of U.S.A. Moreover, the company

holds the master franchise rights for Sri Lanka and Bangladesh through its wholly owned

subsidiary.

Domino’s pizza India has a network of 274 stores, in 55 cities, in 20 states and union

territories (as on 31st august 2009). According to the India retail report 2009,dominos are

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.

Domino's vision is focused on " exceptional people on a mission to be the best pizza

delivery company in the world! ". Domino's is committed to bringing fun, happiness and

convenience to the lives of our consumers by delivering delicious pizzas to their doorstep

in 30 minutes or less, and its efforts are aimed at fulfilling this commitment towards its

large and ever growing customer base.

Domino's pizza constantly strives to develop products that suit the tastes of its consumers

and hence delighting them. Domino's believes strongly in the strategy of 'think global and

act local’. Thus, time and again domino's pizza has been innovating with delicious new

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products such as crusts, toppings and flavors suitable to the taste buds of Indian

consumers. Further, providing value for money at affordable products to the consumers

has been dominos motto. Initiatives such as fun meal and pizza mania have been

extremely popular with consumers.

The brand positioning of khushiyon ki home delivery (happiness home delivered) is the

emotional benefit dominos offer to consumers.

Major products they offer are pizzas, appetizers, pastas, cakes and beverages.

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 OBJECTIVES OF THE STUDY

 To do customer value analysis which includes identifying the major

attributes that customers value in a fast food chain restaurant, assessing the

quality of the different attributes.

 To shed light on different aspects that a service based food chain must follow in

order to increase its market share and for being on a continuous growth stream.

 To identify different activities that an aggressive company like Pizza Hut

follow in order to establish itself in a local market and increasing sales by

being in customer’s mind and heart.

 To know the consumer perception and Preference about Pizza Hut products.

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Methodology is the systematic, theoretical analysis of the methods applied to a field of

study. ... Typically, it encompasses concepts such as paradigm, theoretical model, phases

and quantitative or qualitative techniques. A methodology does not set out to provide

solutions - it is, therefore, not the same as a method.

Descriptive research is a study designed to depict the participants in an accurate way.

More simply put, descriptive research is all about describing people who take part in the

study.

Universe- Lucknow

Sample Area – Pizza Hut and Domino's, Lucknow

Sample Size- 100

Sample Design: A sample design is made up of two elements. Sampling method.

Sampling method refers to the rules and procedures by which some elements of the

population are included in the sample. Some common sampling methods are simple

random sampling , stratified sampling , and cluster sampling .

Sample Unit: Individuals

Data source- Primary data & Secondary Data

The two main sources of data for the present study have been primary data and

secondary data.

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 1. Primary Data:

Primary data consists of original information collected for specific purpose. The

primary data for this research study was collected through a direct survey with the

viewers guided by a structured questionnaire. The questions were structured and direct

as to make viewers understand easily.

2. Secondary Data:

Secondary data consists of information that already exists somewhere, having

been collected for specific purpose in the study. The secondary data for this study

collected from various books, company websites, and from company brochures.

Data Collection Tools: Questionnaire

A questionnaire is a research instrument consisting of a series of questions and other

prompts for the purpose of gathering information from respondents. Although they are

often designed for statistical analysis of the responses, this is not always the case.

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 DATA ANALYSIS AND INTERPRETATIONS

1) Analysis of Table 1:
Love for outdoor eating

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Yes 80 80%
No 20 20%
TOTAL 100 100%

As per the data analysis, 80 respondents love outdoor eating and 20

respondents like to dine at their homes.

Love for outdoor eating

20%

Yes
No
80%

INTERPRETATION:
In the first question, we have the assessed the outdoor eating preferences of
our respondents and we interpreted that a majority of 80% respondents
replied that they like eating outdoors.

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2) Analysis of Table 2:
Frequency of visit

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Once a week 20 20%
More than once a week 14 14%
Once a month 16 16%
Once a fort night 50 50%
TOTAL 100 100%

As per the data analysis, 20 respondents visit once a week, 14 visit more
than once a week, 16 visit once in a month and 50 respondents visits
Domino’s once a fort night.

50
40
30 50
20
20 16
10 14

0
Once a week More than once Once a month Once a forth
a week night

Frequency of visit

INTERPRETATION:
In this question, we have assessed the frequency of visits to Domino’s
Outlets, and we interpreted that a majority of 50% respondents visit fort
night and 20% respondents visit once a week.

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3) Analysis of Table 3:
Customer Preference

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Domino’s 34 34%
Pizza Hut 30 30%
Mc Donald’s 20 20%
KFC 16 16%
TOTAL 100 100%

As per the data analysis of question 3, 34 prefer Domino’s, 30 respondents

prefer Pizza Hut, 20 like Mc Donald’s and the rest 16 go for KFC.

40%

30%

20% 34% 30%

20% 16%
10%

0%
Domino's Pizza Hut Mc Donald's KFC

Customer Preference

INTERPRETATION:
In the third question, we have analyzed the customer preference in terms of
fast food outlets. From the above graph, we have interpreted that most of the
people that is 34% respondents prefer Domino’s followed by Pizza Hut
being 30%, Mc Donald’s 20% and KFC 16%.

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4) Analysis of Table 4:
Consistency of taste and quality

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Yes 86 86%
No 14 14%
TOTAL 100 100%

As per the data analysis, 86 respondents said there is a consistency of taste

and quality in the food at Domino’s Pizza, while 14 respondents did not
agree upon this.

Constency in Taste
14%

Yes
No

86%

INTERPRETATION:
In this question, we have assessed about the taste and quality consistency at
Domino’s Pizza India Limited, and we interpreted from the above data that
86% respondents feels the same taste and quality every time they visit, while
the rest 14% said that there is bit changes in taste and quality time to time.

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5) Analysis of Table 5:
Pricing Satisfaction

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Satisfied 55 55%
Very Satisfied 30 30%
Not Satisfied 15 15%
TOTAL 100 100%

As per the data analysis, 55 respondents are satisfied with its price, 30% are
very satisfied, and 15 are not that much satisfied with the pricing.

Promotional Measures
Satisfied Very Satisfied Not Satisfied

15%

30% 55%

INTERPRETATION:
In this question, we have assessed the price satisfaction of the respondents
and 55% are satisfied with its price, whereas 30% are very much satisfied
but 15% do not feel good about the price.

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6) Analysis of Table 6:
Promotional Measures

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Very Effective 10 10%
Effective 50 50%
Not Effective 40 40%
TOTAL 100 100%

As per the data analysis, 10 respondents think that the promotional measures
of Domino’s is very effective, 50 think it’s effective to a certain extent,
while 40 do not the promotional measures effective.

Promotional Measures
Very effective Effective Not Effective

10%
40%

50%

INTERPRETATION:
In the seventh question, we have assessed the effectiveness of Domino’s
promotional measures. From the above chart, we interpreted that 50%
respondents think it was effective while 40% do not think so.

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7) Analysis of Table 7:
Recommendation to Domino’s

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Include more varieties 52 52%
Reduce Prices 12 12%
Better Promotions 10 10%
Improve Quality 26 26%
TOTAL 100 100%

As per the data analysis recommendation to Domino’s goes like this :

respondents who need more varieties are 52, who want reduction at the price
are 12 , those who feel that the promotional strategy is not having the impact
are 10 and who desires for quality are 26.

52
60
50
40 26
30 12 10
20
10
0
Include more Reduce Prices Better Improve quality
variety Promotion

Recommendation to Dominos

INTERPRETATION:
In this question, we have assessed the suggestions and feed back of the
respondents about Domino’s and we interpreted that a majority of 52%
wants more varieties to be added to the menu, 12% suggests a low price,
10% better promotion and 26% recommend to improve the quality of food.

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8) Analysis of Table 8:

Eating Experience
PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Excellent 15 15%
Very Good 20 20%
Good 50 50%
Poor 15 15%
TOTAL 100 100%

As per data analysis, the eating experience of 15 respondents was excellent,

20 was very good, 50 good, and 15 poor.

Eating Experience

15% 15%

20% Excellent
Very Good
Good
50%
Poor

We have analyzed that 50% respondents has a good eating experience and
15% respondents did not feel a nice experience there.

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9) Analysis of Table 9:

Varieties satisfaction
PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Very Satisfied 70 70%

Satisfied 15 15%
Not Satisfied 15 15%
TOTAL 100 100%
As per data analysis, 70 respondents are very satisfied with the varieties in
menu, 15 are only satisfied, and 15 are not satisfied.

70%
80%
70%
60%
50%
40%
30% 15% 15%
20%
10%
0%
Very Satisfied Satisfied Not Satisfied

Varieties Satisfaction

INTERPRETATION:
In this question, we have assessed that 70% respondents are very satisfied
with the varieties in food menu, while 15% are not satisfied with those
varieties.

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 FINDINGS
 80% of the customers loved to dine outside their home.

 50% of the respondents visit Domino’s once a fort night ,followed by

once a week, once a month and then more than once a week.

 34% of the respondents prefers Domino’s, then followed by pizza hut,

Mc. Donald’s and KFC respectively.

 86% of the customers felt that the taste and quality of the food at
Domino’s Pizza remains same, whenever they visit.

 55% of the customers are followed by the pricing and less than 20%
are not satisfied.

 50% of the respondents feel that the promotional measures are

effective only 40% felt that it is not.

 52% recommended that Domino’s should include more varieties, then

some of them suggested that there should be reduction in prices, then
26% and 10% suggested that improve in quality and better
promotion should be there.

 50% consumers are satisfied with the eating experience in Domino’s

only 15% felt bad about it.

 70% of the customers are happy with the varieties which are offered
in the menu only 15% was not satisfied.

 The 60% respondents are aware about the charity services which are
taken under by the co. rest of them are in dark.

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 RECOMMENDATIONS
 Domino’s should use more aggressive marketing strategy to attract the customers.

 Pizza Hut should introduce some new dishes to pull the customers.

 Pizza Hut should work out on the ambience more for satisfaction of the

customers.

 Pizza Hut should charge a little less to capture more market.

 Pizza Hut should improve his quality of the pizzas to the new heights.

 Pizza Hut should increase the veg. pizza portfolio also for the veggies.

 They should open more outlets in the overcrowded areas.

 Pizza Hut should use glass tumblers instead of disposable one to serve the

customers.

 Washrooms should be maintained properly.

 The personnel should be more polite and well informative

 Pizza Hut floors should be frequently cleaned.

 Better air-conditioning can be arranged in the outlet.

 Frequent feedbacks should be taken from the customers for regular improvement.

 And last but not the least it should introduce more proper Indian style pizza to

attract more INDIANS.

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 CONCLUSION
 The study is exclusively conducted for consumers of Pizza Hut which are
dispersed in different areas of Lucknow city. As both organizational and personal
consumers use the product, their needs, preference, usage habit, post purchases
actions vary- Widely which in turn gave the study a wide and large scope for
analysis.
 The study helps Pizza Hut Pizza India Ltd. to appreciate the factors leading to
consumer satisfaction.
 The study helps to understand consumer’s attitude towards Pizza Hut Limited
services and products.
 The study also helps Pizza Hut to obtain suggestions regarding improvement in
the services provided.

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

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 QUESTIONNAIRE

Name: ____________________________
Phone no: _________________________

1. Do you love eating outdoors?

Yes No

2. How frequently you visit Pizza Hut?

Once a week More than once a week

Once a month Once a forth night

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

Domino’s Pizza Hut Mc.Donalds

KFC

4. Is the quality and taste always the same in Domino’s?

Yes No

5. Is the prices are satisfactory or not?

Satisfied Very Satisfied Not

Satisfied

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6. Are the promotional efforts are good enough to pull the customers?

Effective Very Effective Not Effective

7. What do you recommend to Domino’s?

Include more Varieties Reduce Price

Better Promotions Improve Quality

8. Experience at Domino’s?

Excellent Very Good

Good Poor

9. Is there enough varieties of food to satisfy you?

Very Satisfied Satisfied Not

Satisfied

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