Project File - 02032022 DOMINO'S

A Study on Customer Perception towards Selected
Marketing Mix of Domino’s ,Raipur.

A
Project Report
Submitted
To
Pt. Ravishankar Shukla University, Raipur (C.G.)
For
Partial fulfillment of the Requirements for the Award of the Degree of Bachelor
of Business Administration
By
TANZEEM FATIMA
BBA 6th SEMESTER
ENROLLMENT NO.: AE/14860
Approved By: Guided By :

Dr. A. K. Tiwari Dr. Chandra Mohan Singh
Principal Assistant Professor
Disha College, Raipur Disha College, Raipur
Department of Management
Disha College, Disha Park, Ramnagar Kota Road, Raipur (C.G.)
Session – 2021-22
CERTIFICATE OF DECLARATION
This is to certify that the project report entitled “A Study on Customer
Perception towards Selected Marketing Mix of Domino’s, Raipur(C.G.)”
done by me is an authentic work carried out for the partial fulfillment of the
requirements for the award of the degree of Bachelors of Business
Administration under the guidance of Dr. Chandra Mohan Singh.
Tanzeem Fatima
BBA 6th Semester
Disha College, Raipur
ii
CERTIFICATE OF GUIDE
This is to certify that the project work entitled “A Study on Customer
Perception towards Selected Marketing Mix of Domino’s ,Raipur (C.G.)”
submitted in partial fulfillment of the requirement for the award of Degree of
Bachelor’s of Business Administration at Disha College, Raipur affiliated to Pt.
Ravishankar Shukla University, Raipur is the genuine work done by my student
under my guidance and supervision. The matter embodied in this project has not
been submitted to any other university or institute for the award of any other
degree or diploma to the best of my knowledge.
Dr. Chandra Mohan Singh

Assistant Professor
iii
CERTIFICATE OF APPROVAL
This is to certify that the project work “A Study on Customer Perception
towards Selected Marketing Mix of Domino’s, Raipur(C.G.)” submitted by
Tanzeem Fatima in partial fulfillment of the requirement for the award of the
degree of "Bachelors of Business Administration", session 2021-22 at Disha
College affiliated to Pt. Ravishankar Shukla University, Raipur is a record of
the student’s own work. This work has not been submitted to any other
university or institute for the award of any other degree or diploma, to the best
of my knowledge.
Dr. A. K. Tiwari
Principal
iv
ACKNOWLEDGMENT
This project consume huge amount of work, research and dedication. It would not
have been possible without the support of individuals and organizations. Therefore I
would like to extend my sincere gratitude to all of them.
I am using this opportunity to express my gratitude to everyone who supported me

throughout the course of this project. I am thankful for their aspiring guidance,
invaluably constructive criticism and friendly advice during project work. I am
sincerely grateful to them for sharing their truthful and illuminating views on a
number of issues related to the project.
My words are too less to express my deep sense of gratitude and heart full thanks
towards Designation, Company, City (C.G.) who provided me the relevant and
required details to complete my project report.
By the grace of almighty it was very favourable on my part to work under the
guidance of Dr. Chandra Mohan Singh, Assistant Professor, Department of
Management, Disha College. He guided me full of magnanimity on every difficult
step of my work and thus I completed my report in a very efficient way over the
hurdles.
I would also like to express my special thanks of gratitude to Mrs. A. Pooja Narayan,
Head, Department of Management who gave me the golden opportunity to do this
project.
Nevertheless, I express my gratitude towards my family and friends for their kind
cooperation and encouragement which helped me in completion of this project.
Tanzeem Fatima
BBA 6th Semester
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TABLE OF CONTENT
Contents Page No.
Title i
Certificate of Declaration ii
Certificate of Guide iii
Certificate of Approval iv
Acknowledgement v
Table of Contents vi
Chapter 1 Introduction 1–8
Chapter 2 Company Profile 10- 13
Chapter 3 Research Methodology 14 - 17
Chapter 4 Data Analysis and Interpretation 18 - 33
Chapter 5 Findings and Limitations 34 – 35
Chapter 6 Conclusion and Suggestions 36 – 37
References 38
Annexure
vii
Questionnaire
Data Sheet
vi
INTRODUCTION
Organization carry on their business in dynamic environment consisting of macro and micro
environmental factors and these keeps on changing. Customers needs, wants and desires keep
on changing due these factors. Like innovations, competitors 4Ps combination. Demographic
factors etc. leads to change in customers mind set. Customer compares the available 7Ps and
then opts for any product or brand. Firm must be abreast with these things. Thus, its duty of
organization to continuously keep them self-updated on customers’ perception towards firm’s
marketing mix and that of competitors.
Let’s understand the two important concepts i.e., Perception and Marketing Mix
Perception: Perception is the process through which the information from outside
environment is selected, received, organized and interpreted to make it meaningful to you.
This input of meaningful information results in decisions and actions.
According to S. P. Robbins, perception can be defined as “the process by which individuals

organize and interpret their sensory impressions in order to give meaning to their
environments.”
According to Fred Luthans, perception can be defined as “Perception is an important

meditative cognitive process through which persons make interpretations of the stimuli or
situation they are faced with.
Process of perception
Sensation
Sensation describes what occurs when a person's senses are initially exposed to the external
stimulus of a product or brand marketing. The sensory receptors of a consumer are engaged
by product or brand cues through sight, sound, smell, taste and texture. For example,
Starbucks engages all the senses in its sensory brand marketing. A customer who enters a
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Starbucks coffee shop may hear the sounds and smell the aroma of the grinding of fresh
coffee in the store. Background music and a unique store design round out the experience of
the taste of hot or cold coffee and food products that can be enjoyed in-store at quaint cafe
tables.
Attention
In consumer information processing, attention occurs when a person lingers and gives mental
processing capacity to the external stimulus from a product or brand. Selective perception is
when a consumer pays attention to messages that are consistent with her attitudes, beliefs and
needs. When a product is inconsistent with these factors, the consumer will withdraw
attention.
Interpretation
Interpretation occurs when a person assigns a meaning to the sensory stimulus from a product
or brand marketing. Comprehension is aided by expectations and familiarity. A consumer
scans his memory to retrieve previous experiences with the brand or a similar brand. Store-
brand marketing frequently capitalizes on the interpretation stage when product packaging
design contains logos, colors and other elements that are similar to national brands that
consumers are generally more familiar with.
Retention
The conclusion of the consumer perception process is the retention stage. This is marked by
the storage of product or brand information in short-term and long-term memory. The
marketer's goal is to provide positive stimuli in the proceeding stages that translate into
consumers storing the information about the product or brand into long-term memory
Perception importance:
1. Perception is important in understanding human behavior because every person
perceives the world and approaches life problems differently.
2. If people behave on the basis of their perception, we can predict their behavior in the
changed circumstances by understanding their present perception of the environment.
3. With the help of perception, the needs of various people can be determined, because
people’s perception is influenced by their needs.
4. Perception can be important because it offers more than objective output, it ingests an
observation and manufactures an altered enriched with previous experiences.
5. Perception builds character that defines different roles individuals fall into the clown,
the hypocrite, the self-righteous, etc.
Marketing : Marketing is the process of exploring, creating, and delivering value to meet the
needs of a target market in terms of goods and services; potentially including selection of a
target audience; selection of certain attributes or themes to emphasize in advertising;
operation on advertising campaign attendance at trade show and public events; design of
products and packaging attractive to buyers; defining the terms of sale, such as price,
discount, and return policy; product placement in media or with people believed to influence
the buying habits of others; agreements with retailers, wholesale distributors, or resellers; and
attempts to create awareness of, loyalty to, and positive feelings about a brand. Marketing is
typically done by the seller, typically a retailer or manufacturer.
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Dr. Philip Kotler defines Marketing as “the science and the art of exploring, creating and
delivering value to satisfy the need of target market at a profit. Marketing identifies
unfulfilled needs and desire it defines, measures and quantifies the size of the identified
market and the profit potential. It pinpoints which segments of the company is capable of
serving best and its designs and promotes the appropriate products and services.
Marketing Mix:
The basic task of marketing is the delivery of product(s) to consumers so that their needs are
fulfilled and organizational objectives are also achieved. It involves several important
decisions, e.g., deciding about the product or products which should be offered for sale, price
of the product, markets where products may sell and the means of communication with the
consumer for the sale of the product. All these decisions form part of marketing mix.
The marketing mix is a set of marketing tools employed by a company to promote its
products or services in the market. It includes the 4Ps which stand for Product, Price, Place,
and Promotion. In simple terms, the marketing mix helps businesses deliver the right product
in the right place, at the right price, and at the right time.
According to Philip Kotler - "Marketing Mix is the combination of four elements, called
the 4P's (product, Price, Promotion, and Place), that every company has the option of adding,
subtracting, or modifying in order to create a desired marketing strategy".
According to W.J. Stanton, “Marketing mix is the term used to describe the combination of
the four inputs which constitute the core of a company’s marketing system, the product, the
price structure, the promotional activities and the distribution system”.
Elements of Marketing Mix

The marketing mix is a tool used to help brands understand what elements must be combined
in order to meet their marketing goals and objectives. Ultimately, this includes the 4 Ps of
marketing: product, price, place and promotion.
The 4Ps of Marketing Mix
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Product: A product may be defined as a set of tangible, intangible and associate attributes
capable of being exchanged for a value with the ability to satisfy consumers and business
needs. It is anything that can be offered to a market to satisfy the needs or wants of the
customer. The products that are marketed include physical goods, services, experiences,
events, person, place, properties, organization, information and ideas.
Philip Kotler “A product is anything that can be offered to a market for attention,
acquisition, use or consumption. It includes physical objects, services, personalities, place,
organizations and ideas.”
Alderson: “A product is a bundle of utilities consisting of various features and
accompanying services.”
Features of product:
1. Tangible and Intangible attributes – The first and foremost important feature of a
product is its tangibility. It means it can be seen, touched, and its physical presences
can be felt, like book, cycle, table, etc.
Alternatively, the product maybe intangible in the form of services, such as banking,
insurance or repairing services.
2. Exchange value - Every product, whether tangible or intangible, should have an
exchange value and should be capable of being exchanged between the buyer and
seller for a mutually agreed consideration.
3. Utility benefits - Another important characteristic of a product is that it should
have a utility like a bundle of potential utility or benefits.
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4. Consumer satisfaction - Another feature from the marketing viewpoint is that the
products should have the ability to deliver value satisfaction to consumer for whom
they are intended.
5. Business Need satisfaction – It should also have the attribute to satisfy a business
need. The basic business need obviously is to earn a profit on the product sold. It must
have the attribute of generating profit.
Pricing: Rice in marketing mix refers to the value we pay in exchange for the product and
services offered by a company. Price is considered a vital element of the marketing mix
because it dictates a company’s survival and profit.
Pricing of a product plays an important role in determining the success of a company. Several
factors like list price, competitor’s price, discount, terms of sales, etc., are taken into
consideration before deciding on the price of a good or service. Even a little fluctuation in the
price of a product can heavily impact its demand in the market.
For example, a discount on a particular product can sometimes draw more customers but it
might also give an impression of the product being less exclusive. Thus, marketers have to be
careful when and if discounting is appropriate.
Place: Place in marketing mix refers to the geographical location in which the company
sells its products and provides its services. It is said that location is one of the most important
parts of marketing strategy. That is why, a smart consumer will research opportunities that
are accessible to them locally, and then proceed to making a payment. Where you sell your
products is important because the location must have your target customers. There is no sense
in selling products to people who are not interested in your product or service. Place does not
always refer to the store location. It also refers to the placing of products inside a store.
Generally, companies like P&G demand their products to be prioritized in the planogram for
a store. This would mean that their products should be placed in a manner where the products
meet the eye-level of the customer walking inside the store. Nowadays, when everything is
shifting towards digital platforms, it becomes necessary for firms to place them on those
digital platforms and leverage digital marketing.
Physical distribution and logistic: “The activities associated with moving materials from
source to destination. Can be associated with movement from a manufacturer or distributor to
customers, retailers or other secondary warehousing / distribution points.”
“Logistics management is that part of supply chain management that plans, implements, and
controls the efficient, effective forward and reverses flow and storage of goods, services and
related information between the point of origin and the point of consumption in order to meet
customers’ requirements.
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Promotion: Promotion in the marketing mix refers to the communication that aims at
promoting a product, activity, or a brand among the target customers; in order to drive sales,
and involves both buyer and seller.
However, promotion can also aim at building the reputation of the organization rather than
just increasing sales. We refer to this type of promotion as public relations. Promotion is an
essential component of the marketing mix because without communicating about a product, a
company cannot attract customers. It is also used to influence customers to buy a product or
choose a particular brand. Promotional activities can involve spreading awareness about a
product or the brand or also an activity.
Advertising: The word advertising originates from a Latin word advertise, which means to
turn to. The dictionary meaning of the term is “to give public notice or to announce publicly”.
Advertising may be defined as the process of buying sponsor-identified media space or time
in order to promote a product or an idea.
The American Marketing Association, Chicago, has defined advertising as “any form of non-
personal presentation or promotion of ideas, goods or services, by an identified sponsor.
Advertising includes the following forms of messages: The messages carried in-
 Newspapers and magazines;
 On radio and television broadcasts;
 Circular of all kinds, (whether distributed by mail, by person, thorough tradesmen, or by

inserts in packages).
 Label stags and other literature accompanying the merchandise.
Sales promotion: Sales promotion is a part of the promotion mix that a business uses for
stimulating the demand for products and services and also to increase brand awareness of the
product or the service.
Sales promotion is used in the following cases:
1. For introducing new products to the existing market
2. To increase the sales of an existing product
3. To introduce a product to a new product.
American Marketing Association defines sales promotion as-
Media and non-media marketing pressure applied for a predetermined, limited period of time
in order to stimulate trial, increase consumer demand, or improve product availability.
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Personal selling: Philip Kotler defines personal selling as “Personal selling is an ancient art.
Effective sales persons have more than instinct; they are trained in a method of analysis and
customer management. Selling today is a profession that involves mastering and applying a
whole set of principles”.
Daniel S. warner defines personal selling as “A face to face persuasive communication be-
tween a seller and a prospective buyer”.
Publicity: Publicity is the phenomenon of increased awareness and coverage about a person,
product or a service through media leading to increased or decreased sales and revenue
depending upon the effect on the potential customers. Publicity generally gives the authority
of an independent voice. It may turn helpful in increasing the sales from the potential
customers. Publicity is not restricted to products or services only but can be attributed to
politics, entertainment, arts, artists, documentaries etc.
Philip Kotler defines publicity as - “Non personal stimulation of demand for the product or
service, or business unit by placing commercially significant news about it in public medium
or obtaining favorable presentation of it upon radio, television, or stage that is not paid for by
the sponsor.”
William J. Stanton defines publicity as- “Publicity is any promotional communication

regarding an organization and/or its products where the message is not paid for by the
organization benefiting from it.”
People: Excellent customer service not only converts to sales, but can increase your
customer base by referrals. Acquiring these referrals by people who love your brand can also
be great example of how your marketing efforts can support your sales process. It’s important
that everyone who represents your brand or deals with customer including the non-human
chat bot variety. People are trained sales professionals with an intimate knowledge of your
product and how it will improve the lives or solve the problems of your customers.
People refers to those who deal with customers. That is one of the seven aspects of marketing
success because their services has a direct impact on customer satisfaction and loyalty.
Process: the process of delivering your product to the consumers should be designed for
maximum efficiency and reliability but may also include features that are in lines with your
brand, such as being environmentally or sustainability focused.
Process refers to the flow of activities or mechanism that take place when there is in an
interaction between the customers and the business.
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Physical evidence: Physical evidence incorporates aspects that proves your brand exists and
that a purchase took place. Example of proof of purchases can include physical or digital or
digital receipt, invoice or follow up email newsletters that you send to your customers as a
retention exercise.
Physical evidence refers to everything your customer see when interacting with your
business. This includes: the physical environment where you provide the product or service.
The layout or interior design.
Components of physical evidence:
 Physical Environment. Physical environment is the location and surroundings the

customer is in when the product is consumed.
 Spatial Layout. Spatial layout is a component, which works in conjunction with
physical environment. This is how the environment is setup.
 Ambiance. Ambiance is another component of physical evidence. It is a key factor
in setting the mood of the physical environment.
 Corporate Branding. Branding is another component of physical evidence. This is
a large factor in how a customer perceives your business.
 Consistency. Consistency is a crucial component of physical evidence. You want a
customer to know that when they use your product, there is an expectation of what
they will receive.
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COMPANY PROFILE
Domino's Pizza, Inc. ,doing business as Domino's, is an American multinational pizza

restaurant chain founded in 1960 and led by CEO Richard Allison. The corporation is
Delaware domiciled and headquartered at the Domino's Farms Office Park in Ann Arbor,
Michigan. As of 2018, Domino's had approximately 15,000 stores, with 5,649 in the U.S.,
1,500 in India, and 1,249 in the U.K. Domino's has stores in over 83 countries and 5,701
cities worldwide.
HISTORY
In 1960, Tom Monaghan and his brother, James, took over the operation of DomiNick's, an
existing location of a small pizza restaurant chain that had been owned by Dominick DeVarti,
at 507 Cross Street (now 301 West Cross Street) in Ypsilanti, Michigan, near Eastern
Michigan University.
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, Jim
Kennedy, 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 had 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.
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 Dave Brandon as its CEO.
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MAIN COMPANY DETAILS:
OWNER
1960 Tom Monaghan and his brother James purchase "DomiNick's," a pizza restaurant in

Ypsilanti, Michigan. Monaghan borrowed $500 to buy the restaurant. 1961 James trades his
half of the business to Tom for a Volkswagen Beetle. 1965 Tom Monaghan is sole owner of
company, and renames the business "Domino's Pizza, Inc."
OUTLETS
Domino's Pizza operated a total of 17,644 restaurants worldwide in 2019. This number
increased by 624 units over the previous year. While the majority of Domino's restaurants are
based in the United States, the chain has been working on cracking international markets too.
In 2020, India had 1,313 Domino's Pizza stores. This was a significant rise from over a
hundred in 2006 when the American pizza franchise expanded to the south Asian country.
Jubilant FoodWorks Limited and its subsidiaries own the franchise rights to Dominos Pizza
in India, Nepal, Sri Lanka and Bangladesh.
YEAR OF ESTABLISHMENT
December 9, 1960 in Ypsilanti, Michigan, U.S.
CEO
Richard E. Allison, Jr. Ritch Allison began as Domino's chief executive officer in July 2018,
previously serving as president of Domino's International since 2014.
TURNOVER
For the financial year 2020-21, Revenue from Operations stood at Rs 32,689 million.
EBITDA came in at Rs 7,666 million at 23.5% of revenue — up by 88 bps year-on-year.
Profit after Tax stood at Rs 2,337 million at 7.1% of revenue.
PRODUCT
The Domino's menu varies by region. The current Domino's menu in the United States
features a variety of Italian-American main 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 and bread sides, as well as beverages
and desserts.
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SALES
There are currently 6,157 total Dominos units in the US, and of those 5,815 of those are
franchised units. In 2018, the Average Weekly Unit Sales (AWUS) for franchised units was
$22,045, showing a consistent increase over the past five years. Per year, this amounts to an
average of over a million dollars in sales. Domino's EBITDA was 15.0% for stores making
more than $25,000. The vast majority of stores fell under this category, over 1,500 units.
According to Domino's 2019 income statement, their net income was just over $400,000. The
initial franchise fee for a Domino's franchise is $10,000, the royalty fee is 5.5% of the store's
weekly sales, and the advertising payment is 4% of the store's weekly sales.
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ADVETISEMENT
In late 1986, Domino's was well known for its advertisements featuring a character called the
Noid, created by Group 243 Inc. who hired Will Vinton Studios to produce the television
commercials that featured the character. The catchphrase associated with the commercials
was "Avoid the Noid". The Noid was discontinued after Kenneth Lamar Noid, believing the
mascot to be an imitation of him, held two Domino's employees hostage
in Chamblee, Georgia.
In June 2018, Domino's announced that it had started a project to pave over cracks
and potholes on roads in the United States called "Paving for Pizza" to prevent their pizzas
from being ruined, giving cities and towns grants for road repairs. The company had reached
an agreement with four cities and towns, including Burbank, California; Bartonville,
Texas; Athens, Georgia; and Milford, Delaware to pave their roads The paved sections
feature the Domino's logo along with the slogan "OH YES, WE DID".
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RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. In it, step-by-
step methods are followed to solve a particular problem. It refers to a search for knowledge. It
can also be defined as a scientific and systematic search for pertinent information on a
specific topic. In fact, research is an art of scientific investigation.
The methodology adopted for the present study was focus discussion, interview and close
observation through in-house study. Since the project is based on action research it was
necessary to build rapport to collect maximum information from the Customers. Hence the
research spent considerable time with the people who reside in city. The main focus was to
do with the assessing the satisfaction level of customer and explore the possibility of more
sound arrangement of disseminating outlook information system.\\
Definition of research
According to Kothari (2006), Research is a pursuit of trust with the help of study,
observation, comparison and experiment, the search for knowledge through objective and
systematic method of finding solutions to a problem.
Research process
1. Identification and Defining the Problem and research area

2. Statement of Research Objectives
3. Planning the Research Design
4. Sampling Design
5. Data Collection Source & Tools
6. Data Collection
7. Data Processing and Analysis
8. Finding & Limitations
9. Conclusion & Suggestions
Research Problem
In current research study we are trying to find out the customer perception towards selected
marketing mix of Domino’s ,Raipur(C.G.)
Research objective
1. To know the customer perception towards product of Domino’s.

2. To know the customer perception towards physical evidence of Domino’s.
3. To know the customer perception towards personal selling of Domino’s.
Research Design
According to Kerlinger- “Research design is the plan, structure and strategy of investigation
conceived so as to obtain answers to research questions and to control variance.”
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Research design: The research design refers to the overall strategy that you choose to
integrate the different components of the study in a coherent and logical way, thereby,
ensuring you will effectively address the research problem; it constitutes the blueprint for the
collection, measurement, and analysis of data. Research design is a broad framework that
states the total pattern of conducting research project. It specifies objectives, data collection
and analysis methods, time, costs, responsibility, probable outcomes, and actions.
The important content of a research design as under:

(i) It is a plan that specifies the sources and types of information relevant to the research
problem.
(ii) It is a strategy specifying which approach will be used for gathering and analyzing the
data.
(iii) It also includes the time and cost budgets since most studies are done under these two
constraints.
A Research Design is simply a structural framework of various research methods as
well as techniques that are utilized by a researcher.
According to Kerlinger, “Research in the plan, structure and strategy of study conceived in
order to get answers to research questions and also to control variance.”
Types of Research Design
Exploratory Research Design-The main purpose of such studies is that of formulating a

problem for more precise investigation. The major emphasis in such studies is on the
discovery of ideas and insights. As such the research design must be flexible enough to
provide opportunity for considering different aspects of a problem under study. This design is
for the case where very little information is available or problem has not been clearly defined.
Generally, the following three methods used in ERD are:
(a) the survey of concerning literature;
(b) the experience survey and
(c) the analysis of ‘insight-stimulating
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The survey of concerning literature happens to be the most simple and fruitful method of
formulating precisely the research problem or developing hypothesis. Hypotheses stated by
earlier workers may be reviewed and their usefulness be evaluated as a basis for further
research. Experience survey means the survey of people who have had practical experience
with the problem to be studied.
 The object of such a survey is to obtain insight into the relationships between variables and
new ideas relating to the research problem.
 For such a survey people who are competent and can contribute new ideas may be
carefully selected as respondents to ensure a representation of different types of experience.
 The respondents so selected may then be interviewed by the investigator.
Analysis of insight stimulating cases includes all those events, incidents and phenomena
that stimulate the researcher.
 Such cases invoke in the investigator the thinking regarding the formulation of the
hypotheses.  It is particularly suitable in areas where there is little experience to serve as a
guide.
 In this regard, the attitude of the investigator, intensity of the case study and integrative
power of investigators appear to be very important.
 The discovery of ideas and insights and understanding nature of problem is needed.
 It is flexible and unstructured in nature and used when information needed may be loosely
defined.
 Small samples are used to collect data through studies, depth interviews, projective
techniques, focus groups.
Descriptive Research Design

Descriptive research studies are those studies which are concerned with describing the
characteristics of a particular individual, or of a group. Most of the social research comes
under this category. Here, the researcher must be able to define clearly, what he wants to
measure and must find adequate methods for measuring it along with a clear cut definition of
‘population’ he wants to study. The research design must make enough provision for
protection against bias and must maximize reliability.
The design in such studies must be rigid and must focus attention on the following:
(a) Formulating the objective of the study (what the study is about and why is it being made?)
(b) Designing the methods of data collection (what techniques of gathering data will be
adopted?)
(c) Selecting the sample (how much material will be needed?)
(d) Collecting the data (where can the required data be found and with what time period
should the data be related?)
(e) Processing and analyzing the data.
(f) Reporting the findings.
The methods by which the data are to be obtained are observation, questionnaires,
interviewing, examination of records, etc. with their merits and limitations. The questions
must be well examined and be made unambiguous; interviewers must be instructed not to
express their own opinion; observers must be trained so that they uniformly record a given
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item of behavior. It is always desirable to pretest the data collection instruments before they
are finally used for the study purposes.
The two methods of descriptive research design are cross-sectional study and longitudinal
study. Cross Sectional Study is defined as an observational study where data is collected as a
whole to study a population at a single point in time to examine the relationship between
variables of interest.
Longitudinal Study is like the cross-sectional study, is also an observational study, in which
data is gathered from the same sample repeatedly over an extended period of time.
True Panel - The same subjects are used for the panel every time data is collected.
Omnibus Panel – Different subjects are pulled from the panel for each time period.
Experimental Research
Design Experimental studies are those where the researcher tests the hypotheses of causal
relationships between variables. Such studies require procedures that will permit drawing
inferences about causality. Experimentation is resorted to when it is not possible to solve the
problem through observation and general knowledge. The core of the experimental method
lies in drawing inferences by observation of human relations under controlled conditions.
Since a number of factors are in operation in every complex social situation, the social
scientist, while seeking to describe the single causal relation of factor A to factor B, must
attempt to create an artificial situation wherein all other factors, such as C, D, E etc., are
controlled.
Such a state is achieved by selecting two groups which are equal in all significant
characteristics and choosing either of the groups as experimental group, and the other as the
‘control group’, and thereafter exposing the ‘experimental group’ to the assumed causal
variable, while keeping the ‘control’ group under control. After a specific time period, the
two groups are compared in terms of the ‘assumed effect’. The assumed causal variable
(training) and the assumed effect(skill, knowledge) are otherwise called the independent
variable and dependent variable respectively. The three components of experimental design
are: comparison, manipulation, and control.
Various Types of Experimental Design are @ After only Design, @ Before-After Design,
@ Before-After with Control Group Design, @ After Only with Control Group Design, @
Four Group-Six Study Design @ Ex-Post Facto Design, etc.
Sampling Design
Sampling is the process of selecting units (e.g., people, organizations) from a population of
interest so that by studying the sample we may fairly generalize our results back to the
population from which they were chosen. A sample is a part of a target population, which is
carefully selected to represent the population. Sampling frame is the list of elements from
which the sample is actually drawn.
The five steps to sampling are:
 Identify the population.
 Specify a sampling frame.
 Specify a sampling method.
 Determine the sample size.
17
 Implement the plan.
1. Identify the population of interest A population is the group of people that you want to
make assumptions about. For example, Researcher wants to know how much stress college
students experience during finals. Her population is every college student in the world
because that's who she's interested in. Of course, there's no way that Researcher can feasibly
study every college student in the world, so she moves on to the next step.
2. Specify a sampling frame A sampling frame is the group of people from which you will
draw your sample. For example, Researcher might decide that her sampling frame is every
student at the university where she works. Notice that a sampling frame is not as large as the
population, but it's still a pretty big group of people. Researcher still won't be able to study
every single student at her university, but that's a good place from which to draw her sample.
3. Specify a sampling method There are basically two ways to choose a sample from a
sampling frame: probability sampling (random) and non-probability sampling (non-random).
There are benefits to both. Basically, if your sampling frame is approximately the same
demographic makeup as your population, you probably want to randomly select your sample.
Sampling frame need to be representative of population.
For example, what if the college where researcher works has a lot more men than women? In
the population of every college student in the world, there might be more of a balance, but
Researcher's sampling frame (her college) doesn't really represent that well. In that case, she
might want to non-randomly select her sample in order to get a demographic makeup that is
closer to that of her population.
4. Determine the sample size. In general, larger samples are better, but they also require
more time and effort to manage. If Researcher ends up having to go through 1,000 surveys, it
will take her more time than if she only has to go through 10 surveys. But the results of his
study will be stronger with 1,000 surveys, so he has to make choices and find a balance
between what will give her good data and what is practical.
5. Implement the plan. Once you know your population, sampling frame, sampling method,
and sample size, you can use all that information to choose your sample.
Probability Sampling
18
In this method all members have equal chance to be selected in sample. List of all the
members of population is available.
1. Simple random sampling
In a simple random sample, every member of the population has an equal chance of being
selected. Your sampling frame should include the whole population.
To conduct this type of sampling, you can use tools like random number generators or other
techniques that are based entirely on chance.
Example- You want to select a simple random sample of 100 employees of Company X. You
assign a number to every employee in the company database from 1 to 1000, and use a
random number generator to select 100 numbers.
2. Systematic sampling
Systematic sampling is similar to simple random sampling, but it is usually slightly easier to
conduct. Every member of the population is listed with a number, but instead of randomly
generating numbers, individuals are chosen at regular intervals.
Example- All employees of the company are listed in alphabetical order. From the first 10
numbers, you randomly select a starting point: number 6. From number 6 onwards, every
10th person on the list is selected (6, 16, 26, 36, and so on), and you end up with a sample of
100 people.
3. Stratified sampling
Stratified sampling involves dividing the population into subpopulations that may differ in
important ways. It allows you draw more precise conclusions by ensuring that every
subgroup is properly represented in the sample. To use this sampling method, you divide the
population into subgroups (called strata) based on the relevant characteristic (e.g. gender, age
range, income bracket, job role). Based on the overall proportions of the population, you
calculate how many people should be sampled from each subgroup. Then you use random or
systematic sampling to select a sample from each subgroup.
Example- The company has 800 female employees and 200 male employees. You want to
ensure that the sample reflects the gender balance of the company, so you sort the population
into two strata based on gender. Then you use random sampling on each group, selecting 80
women and 20 men, which gives you a representative sample of 100 people.
4. Cluster sampling
Cluster sampling also involves dividing the population into subgroups, but each subgroup
should have similar characteristics to the whole sample. Instead of sampling individuals from
each subgroup, you randomly select entire subgroups. If it is practically possible, you might
include every individual from each sampled cluster. If the clusters themselves are large, you
can also sample individuals from within each cluster using one of the techniques above.
There is problem if substantial differences between clusters exists. It’s difficult to guarantee
that the sampled clusters are really representative of the whole population.
Example- The company has offices in 10 cities across the country (all with roughly the same
number of employees in similar roles). You don’t have the capacity to travel to every office
to collect your data, so you use random sampling to select 3 offices – these are your clusters.
Non-Probability
Sampling All members don’t have equal chance to be selected in sample. List of all members
of population is not available.
19
1. Convenience sampling
A convenience sample simply includes the individuals who happen to be most accessible to
the researcher. This is an easy and inexpensive way to gather initial data, but there is no way
to tell if the sample is representative of the population, so it can’t produce generalizable
results. Example- You are researching opinions about student support services in your
university, so after each of your classes, you ask your fellow students to complete a survey on
the topic. This is a convenient way to gather data, but as you only surveyed students taking
the same classes as you at the same level, the sample is not representative of all the students
at your university.
2. Purposive sampling
This type of sampling involves the researcher using their judgement to select a sample that is
most useful to the purposes of the research. It is often used in qualitative research, where the
researcher wants to gain detailed knowledge about a specific phenomenon rather than make
statistical inferences. An effective purposive sample must have clear criteria and rationale for
inclusion.
Example- You want to know more about the opinions and experiences of disabled students at
your university, so you purposefully select a number of students with different support needs
in order to gather a varied range of data on their experiences with student services.
3. Snowball sampling
If the population is hard to access, snowball sampling can be used to recruit participants via
other participants. The number of people you have access to “snowballs” as you get in
contact with more people.
Example- You are researching experiences of homelessness in your city. Since there is no list
of all homeless people in the city, probability sampling isn’t possible. You meet one person
who agrees to participate in the research, and she puts you in contact with other homeless
people that she knows in the area.
4. Quota sampling
In quota sampling, a population is first segmented into mutually exclusive sub-groups (based
on factors like age, income level, gender, education, occupation etc.), just as in stratified
sampling. Then judgment is used to select the subjects or units from each segment based on a
specified proportion.
Example- You are researching experiences of homelessness in your city. Since there is no list
of all homeless people in the city, probability sampling isn’t possible. You meet one person
who agrees to participate in the research, and she puts you in contact with other homeless
people that she knows in the area.
An appropriate sampling technique will draw relevant useful sample and this will result in
correct data collection.
DATA COLLECTION
Success of marketing research project depends upon quality and relevance of data. And,
quality of data, to a major extent, depends upon methods and techniques used for collecting
data. Selection and use of methods for conducting marketing research require a great deal of
experience and expertise. Overall suitability of different methods plays a vital role in their
selection.
20
TYPES OF DATA
A. Primary Data
B. Secondary Data
A. Primary Data- Primary data is the data which is collected first hand specially for the
purpose of study. It is collected for addressing the problem at hand. Thus, primary
data is original data collected by researcher first hand.
Primary data collection tools-
Observation Method- Observation method is used when the study relates to behavioural
science. This method is planned systematically. It is subject to many controls and checks. The
different types of observations are:
 Structured and unstructured observation

 Controlled and uncontrolled observation
 Participant, non-participant and disguised observation
Interview Method- The method of collecting data in terms of oral or verbal responses. It is
achieved in two ways, such as
 Personal Interview – In this method, a person known as an interviewer is required to

ask questions face to face to the other person. The personal interview can be
structured or unstructured, direct investigation, focused conversation, etc.
 Telephonic Interview – In this method, an interviewer obtains information by
contacting people on the telephone to ask the questions or views orally.
Questionnaire Method- In this method, the set of questions are mailed to the respondent.
They should read, reply and subsequently return the questionnaire. The questions are printed
in the definite order on the form. A good survey should have the following features:
 Short and simple

 Should follow a logical sequence
 Provide adequate space for answers
 Avoid technical terms
 Should have good physical appearance such as colour, quality of the paper to attract
the attention of the respondent
Schedules- This method is similar to the questionnaire method with a slight difference. The
enumerations are specially appointed for the purpose of filling the schedules. It explains the
aims and objects of the investigation and may remove misunderstandings, if any have come
up. Enumerators should be trained to perform their job with hard work and patience.
B. Secondary Data- Secondary data is the data that have been already collected by and
readily available from other sources. Such data are cheaper and quickly obtainable than the
primary data and also may be available when primary data cannot be obtained at all.
Secondary data collection tools-
1.Internal-
21
 Accounting records- Accounting records are key sources of information and
evidence used to prepare, verify and/or audit the financial statements. They also
include documentation to prove asset ownership for creation of liabilities and proof of
monetary and non-monetary transactions.
 Sales force report- Sales force report is a management tool that offers a visual
representation of essential sales-based data with the goal to enhance critical elements
of a business, including marketing, sales, commerce, and service. A company's
internal data, such as sales and marketing records, customer account information,
product purchasing and usage data are typical secondary data sources.
 Miscellaneous- Reports collected from previous market research studies, professional

journals, commercial business periodicals, several guides, etc.
 Internal experts- Internal experts are people who are heading the various
departments. They can give an idea of how a particular thing is working.
2.External-
 Government publications- It include the topics like employment, savings,
investments, family expenditure, imports/exports, population censuses etc.
These publish the data periodically; i.e., monthly, quarterly or annually. Main government
publications are- Report on Currency and Banking, Statistical Abstract of India, Reserve
Bank of India Bulletin, Agricultural Statistics of India, Labor Gezette, Indian Foreign
Statistics, Annual Report of Ministries etc. Various ad-hoc government publications also
serves as secondary data source which is prepared for a specific use, non-generalizable, and
not intended to be adapted to others purposes.
 Non-government publications- It include trade or professional publications as

magazines, journals, and newspapers written for particular audiences. Big trade and
business associations such as FICCI, ASHOCHEM and others also publish periodic
data about trade and industry which are of much use. University publications contains
books, chapters in edited volumes, articles in peer-reviewed journals, policy briefs
and working papers. A syndicated service is a research study which is conducted and
funded by a market research firm but not for any specific client is called a syndicated
research. The result of such research is often provided in the form of reports,
presentations, raw data etc. Firm charges for their services. Consumer research is a
part of market research in which inclination; motivation and purchase behavior of the
targeted customers are identified. Consumer research services helps businesses or
organizations understand customer psychology and create detailed purchasing
behavior profiles. International publications- world bodies such as I.M.F., World
Bank, W.T.O.; W.H.O etc. also publish the data regarding their organizations. These
are used as published secondary data. They are of immense use to business taking
interest in import/export etc.
22
23
DATA ANALYSIS
1. Domino’s has good quality of food items.
Response No. of Respondent Response in %
Strongly Agree 16 32%
Agree 20 40%
Neutral 6 12%
Disagree 5 10%
Strongly Disagree 3 6%
Total 50 100%
Domino's has good quality of food items.
Strongly Disagree
6%
Disagree
10%
Strongly Agree
Neutral 32%
12%
Agree
40%
Statement
Above table shows that out of 50 respondents, 32% of the customers are strongly agree to the
statement “Domino’s has good quality of food items ”, 40% of the customers are agree to the
statement, 12% remained neutral to the statement, 10% of the customers disagree to the
statement and 6% of the customer are strongly disagree to the statement.
24
2. Domino’s has varieties of food items.
Agree 8 16%
Neutral 16 32%
Disagree 14 28%
Total 50 100%
Domino's has varieties of food items.

Strongly Agree
Strongly Disagree 10%
14%
Agree
16%
Disagree
28%
Neutral
32%
Statement
statement “Domino’s has varieties of food items. ”, 16% of the customers are agree to the
25
3. Domino’s food items have good aroma.
Agree 19 38%
Neutral 7 14%
Disagree 4 8%
Total 50 100%
Domino's food items have good aroma.
Strongly Disagree
6%
Disagree
8%
Neutral Strongly Agree

14% 34%
Agree
38%
Statement
statement “Domino’s food items have good aroma”, 38% of the customers are agree to the
26
4. The food items of Domino’s are hygienic.
Agree 20 40%
Neutral 10 20%
Disagree 3 6%
Total 50 100%
The food items of Domino's are hygienic.

Disagree
6% Strongly Disagree
4%

20% 30%
Agree
40%
Statement
statement “The food items of Domino’s are hygienic ”, 40% of the customers are agree to the
27
5. Taste of food at Domino’s is good.
Agree 20 40%
Neutral 5 10%
Disagree 4 8%
Total 50 100%
Taste of food at Domino's is good.
Strongly Disagree
6%
Disagree
8%
Neutral
10% Strongly Agree
36%
Agree
40%
Statement
statement “Taste of food at Domino’s is good”, 40% of the customers are agree to the statement,
10% remained neutral to the statement, 8% of the customers disagree to the statement and 6%
of the customer are strongly disagree to the statement.
28
6. The staff of Domino’s are presentable.
Agree 18 36%
Neutral 12 24%
Disagree 4 8%
Total 50 100%
The staff of Domino's are presentable.

Disagree
4%
Strongly Agree
28%
Neutral
24%
Agree
36%
Statement
statement “The staff of Domino’s are presentable ”, 36% of the customers are agree to the
29
7. The staff of Domino’s are well dressed.
Agree 17 34%
Neutral 8 16%
Disagree 5 10%
Total 50 100%
The staff of Domino's are well dressed.

Strongly Disagree
8%
Disagree
10%
Strongly Agree
32%
Neutral
16%
Agree
34%
Statement
statement “The staff of Domino’s are well dressed”, 34% of the customers are agree to the
30
8. The staff of Domino’s clear the query of customer.
Agree 20 40%
Neutral 8 16%
Disagree 3 6%
Total 50 100%
The staff of Domino's clear the query of

customer.
Strongly Disagree
6%
Disagree
6%

16% 32%
Agree
40%
Statement
statement “The staff of Domino’s clear the query of customer ”, 40% of the customers are agree to
the statement, 16% remained neutral to the statement, 6% of the customers disagree to the
31
9. Communication of staff at Domino’s is good.
Agree 7 14%
Neutral 17 34%
Disagree 11 22%
Total 50 100%
Communication of staff at Domino's is good.

Strongly Agree
12%
Strongly Disagree
18% Agree
14%
Disagree
22%
Neutral
34%
Statement
statement “Communication of staff at Domino’s is good ”, 14% of the customers are agree to the
32
10. The staff of Domino’s has proper knowledge about the product.
Agree 22 44%
Neutral 6 12%
Disagree 3 6%
Total 50 100%
The staff of Domino's has proper knowledge

about the product.
Disagree
4%
Neutral
12%
Strongly Agree
34%
Agree
44%
Statement
statement “The staff of Domino’s has proper knowledge about the product ”, 44% of the customers
are agree to the statement, 12% remained neutral to the statement, 6% of the customers
disagree to the statement and 4% of the customer are strongly disagree to the statement.
33
11. Domino’s store has proper lighting.
Agree 17 34%
Neutral 7 14%
Disagree 6 12%
Total 50 100%
Domino's store has proper lighting.

Strongly Disagree
8%
Disagree
12%
Strongly Agree
32%
Neutral
14%
Agree
34%
Statement
statement “Domino’s store has proper lighting”, 34% of the customers are agree to the
34
12. Sitting arrangement at Domino’s was comfortable.
Strongly Agree 4 8%
Agree 5 10%
Neutral 18 36%
Disagree 15 30%
Total 50 100%
Sitting arrangement at Domino's was

comfortable.
Strongly Agree
Strongly Disagree 8%
16%
Agree
10%
Disagree
30%
Neutral
36%
Statement
statement “Sitting arrangement at Domino’s was comfortable ”, 10% of the customers are agree to
the statement, 36% remained neutral to the statement, 30% of the customers disagree to the
35
13. Domino’s has proper table appearance.
Agree 20 40%
Neutral 7 14%
Disagree 5 10%
Total 50 100%
Domino's has proper table appearance.
Strongly Disagree
6%
Disagree
10%
Strongly Agree
30%
Neutral
14%
Agree
40%
Statement
statement “Domino’s has proper table appearance ”, 40% of the customers are agree to the
36
14. Domino’s has attractive interior.
Agree 8 16%
Neutral 15 30%
Disagree 14 28%
Total 50 100%
Domino's has attractive interior.

Strongly Disagree Strongly Agree
12% 14%
Agree
16%
Disagree
28%
Neutral
30%
Statement
statement “Domino’s has attractive interior”, 16% of the customers are agree to the statement,
30% remained neutral to the statement, 28% of the customers disagree to the statement and
12% of the customer are strongly disagree to the statement.
37
15. Domino’s takes proper care of cleanliness.
Agree 20 40%
Neutral 6 12%
Disagree 5 10%
Total 50 100%
Domino's takes proper care of cleanliness.
Strongly Disagree
6%
Disagree
10%
Strongly Agree
Neutral 32%
12%
Agree
40%
Statement
statement “Domino’s takes proper care of cleanliness ”, 40% of the customers are agree to the
38
FINDINGS
The findings that can be drawn from the survey conducted by researcher can be summarized
in the following way:
1. Out of total 50 respondents, 72% are positive towards the statement “good quality of food
items.”, 12% are neutral while 16% are negative.
2. Out of total 50 respondents, 26% are positive towards the statement “varieties of food
items.”, 32% are neutral while 42% are negative.
3. Out of total 50 respondents, 72% are positive towards the statement “food items have
good aroma.”, 14% are neutral while 14% are negative.
4. Out of total 50 respondents, 70% are positive towards the statement “food items are
hygienic.”, 20% are neutral while 10% are negative.
5. Out of total 50 respondents, 76% are positive towards the statement “taste of food is
good.”, 10% are neutral while 14% are negative.
6. Out of total 50 respondents, 64% are positive towards the statement “staff are
presentable.”, 24% are neutral while 12% are negative.
7. Out of total 50 respondents, 66% are positive towards the statement “staff are well
dressed.”, 16% are neutral while 18% are negative.
8. Out of total 50 respondents, 72% are positive towards the statement “clear the query of
customer.”, 16% are neutral while 12% are negative.
9. Out of total 50 respondents, 26% are positive towards the statement “communication of
staff is good.”, 34% are neutral while 40% are negative.
10. Out of total 50 respondents, 78% are positive towards the statement “knowledge about the
product.”, 12% are neutral while 10% are negative.
11. Out of total 50 respondents, 66% are positive towards the statement “store has proper
lighting.”, 14% are neutral while 20% are negative.
12. Out of total 50 respondents, 18% are positive towards the statement “sitting
arrangement.”, 36% are neutral while 46% are negative.
13. Out of total 50 respondents, 70% are positive towards the statement “proper table
appearance.”, 14% are neutral while 16% are negative.
14. Out of total 50 respondents, 30% are positive towards the statement “attractive interior.”,
30% are neutral while 40% are negative.
15. Out of total 50 respondents, 72% are positive towards the statement “proper care of
cleanliness.”, 12% are neutral while 16% are negative.
39
LIMITATIONS
Limitations in research are restrictions and constraints which came on the way of research
work. The impact of these limitations influences the quality of research work negatively. All
sort of efforts were taken to eliminate or reduce the limitations still few existed during the
study. The limitations are as follows.
▪ The sample size chosen for filling questionnaire was only 50 and may not be sufficient in
number.
▪ The sample size chosen for filling questionnaire may not be representative sample.
▪ Some of the respondents were found to be non-cooperative.
▪ The opinions expressed by some respondents may be biased.
▪ Time constraints were major limitations to the study.
▪ Lack of experience in conducting a research may prove to be a constraint.
However, in spite of these limitations, all efforts have been put to make the report correct,
effective, genuine and fulfilling all the objectives of the project report.
40
CONCLUSION
Outcome of whole research is communicated to the firm under the conclusion section. This is
the most important and informative section of the research and so must be written very
carefully. The conclusion so drawn from study is as follows.
With reference to the first objective i.e., to know the customer perception towards product,
most of the customers have positive perception. The respondents are most positive towards
taste of food, more positive towards quality of food items and aroma of food items and
positive towards food items are hygienic while not positive towards varieties of food items.
With reference to the second objective i.e., to know the customer perception towards personal
selling, most of the customers have positive perception. The respondents are most positive
towards knowledge about the product, more positive towards clear the query of the customers
and positive towards staff are presentable and staff are well dressed while not positive
towards communication skills of the staff.
With reference to the third objective i.e., to know the customer perception towards physical
evidence, most of the customers have positive perception. The respondents are most positive
towards cleanliness, more positive towards table appearance and positive towards lighting
while not positive towards sitting arrangement and attractive interior.
The conclusion so drawn will assist the marketing manager and the directors to look into the
status of product, personal selling and physical evidence at Domino’s and take decisions for
betterment of company.
41
SUGGESTIONS
After completion of the research work, the researcher generates an understanding supported
by the figure and depending upon that figure, research provides some suggestion.
▪ The customers’ perception towards the variety of food items, is not positive and firm
need to take care of this factor and try to improve on this.
▪ The customers’ perception towards the communication skill of staff, is not positive and
firm need to take care of this factor and try to improve on this.
▪ The customers’ perception towards the sitting arrangement, is not positive and firm need
to take care of this factor and try to improve on this.
▪ The customers’ perception towards the interior, is not positive and firm need to take care
of this factor and try to improve on this.
If the suggestions provided above are adopted by the firm then it may lead to betterment of
firm.
42
REFERENCES
Books
1) Kothari, C.R. (2004) Research Methodology-. 2nd Edition, New Age, New Delhi.
2) Philip Kotler (2013) Marketing Management, marketing Management, Vol. I, published by

Pearson Education.
WEBSITE:
1) https://kpu.pressbooks.pub/introconsumerbehaviour/chapter/the-perceptual-process/
2) https://www.investopedia.com/terms/m/marketing-mix.asp
3) https://en.wikipedia.org/wiki/Domino%27s_Pizza
43
QUESTIONNAIRE
Dear Respondents,
I am Tanzeem Fatima student of Disha College, Raipur doing my project work entitled “A
Study on customer perception on selected marketing mix of Domino's, Raipur” and related to
this I need the following questions to be by you. All the responses given by you will be
strictly kept confidential and use of academic purpose only.
Responses:
SA- Strongly Agree

A- Agree
N- Neutral
DA- Disagree
SDA- Strongly Disagree
Name: ___________________________________
D
S.No. QUESTIONS SA A N SDA
A
1 Domino's have good quality of food items.
2 Domino's have varieties of food items.
3 Domino's food items have good aroma.
4 The food items of Domino's are hygienic.
5 Taste of food at Domino's is good.
6 The staff of Domino's are presentable.
7 The staff of Domino's are well dressed.
8 The staff of Domino's clear the query of customer.
9 Communication of staff at Domino's is good.
The staff of Domino's has proper knowledge about the
10 product.
11 Domino's store has proper lighting.
12 Sitting arrangement at Domino's was comfortable.
13 Domino's has proper table appearance.
14 Domino's has attractive interior.
15 Domino's takes proper care of cleanliness.
vii

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A Study on Customer Perception towards Selected

Marketing Mix of Domino’s ,Raipur.

Pt. Ravishankar Shukla University, Raipur (C.G.)

BBA 6th SEMESTER

ENROLLMENT NO.: AE/14860

Approved By: Guided By :

This is to certify that the project report entitled “A Study on Customer

Perception towards Selected Marketing Mix of Domino’s, Raipur(C.G.)”

requirements for the award of the degree of Bachelors of Business

Administration under the guidance of Dr. Chandra Mohan Singh.

This is to certify that the project work entitled “A Study on Customer

Perception towards Selected Marketing Mix of Domino’s ,Raipur (C.G.)”

submitted in partial fulfillment of the requirement for the award of Degree of

Bachelor’s of Business Administration at Disha College, Raipur affiliated to Pt.

Ravishankar Shukla University, Raipur is the genuine work done by my student

degree or diploma to the best of my knowledge.

Dr. Chandra Mohan Singh

This is to certify that the project work “A Study on Customer Perception

towards Selected Marketing Mix of Domino’s, Raipur(C.G.)” submitted by

degree of "Bachelors of Business Administration", session 2021-22 at Disha

College affiliated to Pt. Ravishankar Shukla University, Raipur is a record of

I am using this opportunity to express my gratitude to everyone who supported me

Contents Page No.

Certificate of Guide iii

Chapter 1 Introduction 1–8

Chapter 2 Company Profile 10- 13

Chapter 3 Research Methodology 14 - 17

Chapter 4 Data Analysis and Interpretation 18 - 33

Chapter 5 Findings and Limitations 34 – 35

Chapter 6 Conclusion and Suggestions 36 – 37

According to S. P. Robbins, perception can be defined as “the process by which individuals

According to Fred Luthans, perception can be defined as “Perception is an important

Elements of Marketing Mix

The 4Ps of Marketing Mix

 Newspapers and magazines;

 On radio and television broadcasts;

 Circular of all kinds, (whether distributed by mail, by person, thorough tradesmen, or by

 Label stags and other literature accompanying the merchandise.

William J. Stanton defines publicity as- “Publicity is any promotional communication

Components of physical evidence:

 Physical Environment. Physical environment is the location and surroundings the

Domino's Pizza, Inc. ,doing business as Domino's, is an American multinational pizza

1960 Tom Monaghan and his brother James purchase "DomiNick's," a pizza restaurant in

December 9, 1960 in Ypsilanti, Michigan, U.S.

1. Identification and Defining the Problem and research area

1. To know the customer perception towards product of Domino’s.

3. To know the customer perception towards personal selling of Domino’s.

The important content of a research design as under:

Exploratory Research Design-The main purpose of such studies is that of formulating a

Descriptive Research Design

 Structured and unstructured observation

 Personal Interview – In this method, a person known as an interviewer is required to

 Short and simple

 Miscellaneous- Reports collected from previous market research studies, professional

 Non-government publications- It include trade or professional publications as

1. Domino’s has good quality of food items.

Response No. of Respondent Response in %

Strongly Agree 16 32%

Domino's has good quality of food items.

Response No. of Respondent Response in %

Strongly Agree 5 10%

Strongly Disagree 7 14%

Domino's has varieties of food items.