COMPARATIVE ANALYSIS OF DOMINO’S AND PIZZA HUT

Submitted in partial fulfilment of the requirements for the award of

degree of

Masters of Business Administration (MBA)

TO

Guru Gobind Singh Indraprastha University, Delhi

Guide Submitted By
Dr. Amit Gupta BHAVIKA BHATIA
(Head of management department) 35314803922

Maharaja Agrasen Institute of Technology

Department of Management
MBA (Second Semester)
Batch: 2022-24

1
 STUDENT DECLARATION
This is to certify that I have completed the Minor Project titled (Comparative Analysis of
Dominos and Pizza Hut)” under the guidance of “(Dr. Amit Gupta)” in partial fulfillment of the
requirement for the award of Degree of Masters of Business Administration at Maharaja
Agrasen Institute of Technology, Delhi. This is an original piece of work & I have not submitted
it earlier elsewhere.

BHAVIKA BHATIA
35314803922
BB

2
 ACKNOWLEDGEMENT
I would like to take an opportunity to thank all the people helped me in collecting necessary
information and making of the report. I am grateful to all of them for their time, energy and
wisdom. Getting a project ready requires the work and effort of many people. I would like all
those who have contributed in completing this project. First of all, I would like to send my
sincere thanks to Dr. Amit Gupta for providing the great opportunity and for her helpful hand in
the completion of my project.

3
 COMPARATIVE
ANALYSIS OF
DOMINO’S AND
PIZZA HUT

4
 EXECUTIVE SUMMARY
The title of the project is “Comparative Analysis of Dominos and Pizza Hut” for that the survey
of 50 consumers had been made and it is found that cheese product is not properly marketed.
This product is lacking in promotion activities such as advertisement, schemes, and also in
distribution system. The result of consumer survey has been presented. Consumer survey
includes consumer behavior survey emphasis on the effect of retailer push energy on the
demand of cheese products Domino’s Pizza is founded by business entrepreneur Tom
Monaghan, when he opens the first store in Ypsilanti, Michigan in the USA. Domino’s Pizza
Group plc is the exclusive master franchisee for Domino’s Pizza stores in the UK, Republic of
Ireland, Switzerland, Liechtenstein and Luxembourg. The group also owns a strategic stake in
the largest pizza delivery business in Germany and recently acquired a minority interest in the
master franchisee for Domino's Pizza in Iceland, Norway and Sweden. Pizza Hut Inc. is the
largest pizza restaurant company in the world in terms of both the number of outlets and the
percentage of market share that it holds. A subsidiary of PepsiCo, Inc., the company oversees
more than 11,000 pizza restaurants and delivery outlets in 90 countries worldwide. In October
1997, the company expected to become a subsidiary of Tricon Global Restaurants, Inc., formed
from the spin-off of PepsiCo’s restaurant holdings.

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 INDEX

S.NO. PARTICULARS PAGE NO.

1. Introduction 7-13

2. Company profile 14-19

3. Research Methodology 20-23

4. Analyzing and Interpretation 24-33

5. Findings and Conclusions 34-36

6. Suggestions and 37-39

Recommendations

7. Literature Review 40-43

8. Bibliography 44-45

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 CHAPTER- 1
INTRODUCTION

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 INTRODUCTION

FAST FOOD INDUSTRY

Fast food is one of the world’s largest fast growing industry types. India’s fast-food
industry is growing by 40%. The 6000-corer fast food retail
industry is mainly dominated by the multinational players and the key players which
are active in the research of the food retailing. Because of the availability of raw material
for fast food, global chains are flooding into
the country. The percentage share held by foodservice of total consumer expenditure on
food has increased from a very low base to stand at 2.6% in 2001. Eating at home
remains very much ingrained in Indian culture and changes in eating habits are very
slow moving with barriers to eating out entrenched in certain sectors of Indian
society. The growth in nuclear
families, particularly in urban India, exposure to global media and western cuisine and an
increasing number of women joining the workforce have had an impact on eating out
trends.

Major players in fast food industry are:

• McDonald’s
• KFC
• Pizza hut
• Domino’s pizza
• Café coffee day
• Burger king

Domino's and Pizza Hut, the two big US fast food chains entered India in 1996. Each
claimed it had the original recipe as the Italians first wrote it and was trying
desperately to create brand loyalty. Domino's and Pizza Hut - tried to grab as large a slice
of the pizza pie as possible. While Pizza Hut relied on its USP of "dining experience",
Domino's USP was a 30-minute delivery frame. To penetrate the market, both the
players redefined their recipes to suit the Indian tastes.
Domino's went a step ahead by differentiating regions and applying the taste-factor
accordingly. Domino's also made ordering simpler through a single toll-free
number throughout the country. Pizza Hut is the world's largest casual dining
restaurant chain with over 13,000 restaurants across 97 countries and 143 stores
across 34 cities in India., including Delhi, Mumbai, Bangalore, Chennai, Kolkata,

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Hyderabad, Pune, and Chandigarh and Yum! is in the process of opening Pizza Hut
restaurants at many more locations to service a larger customer base across the country.

Today Domino's Pizza India has grown into a countrywide network of more than 300
stores with a team of over 9,000 people. According to the India Retail Report 2009,
Domino’s 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.
This research is based on service comparison of pizza hut and dominos. Delivering quality
service is of utmost important. This research is based to test the quality of service and
comparison between two pizza Houses.
The fast-food industry of India is experiencing phenomenal growth and is one of the fastest
growing sectors in the country, with the compounded annual growth rates of the market
crossing 25%. Further, on the back of changing and busy lifestyle, fast emerging middle-class
population and surging disposable income, the industry will continue to grow at a pace in
coming years.
It now accounts for roughly half of all restaurant revenues in the developed countries and
continues to expand there and in many other industrial countries in the coming years. But some
of the most rapid growth is occurring in the developing world; where it’s radically changing the
way people eat. People buy fast food because it’s cheap, easy to prepare, and heavily
promoted.

The fast food industry includes restaurants that cater to people who are traveling and want to
buy food that is served quickly. Most restaurants in the industry have drive-through service that
allows people to get their food without getting out of their cars, and there is also usually the
option to go inside. Many restaurants in the fast food industry are part of large chains. Overall,
the industry has been successful financially, but it is often accused of helping perpetuate
obesity.

According to most historians, the first fast food chain was White Castle, which was formed on
the west coast of the United States in 1916. The industry didn’t really start to take off until
McDonalds became popular in the late 1940s and early 1950s. After that, many different
people started imitating the business model of the more successful chains, and eventually some
of these people became big enough to form major chains themselves.

Fast food industry restaurants have very carefully designed menus with a focus on being able to
cook the food quickly and easily. They generally don’t want food that is so complicated that
actual chefs will be required, so most of the ingredients are pre-packaged, and the cooking
equipment is designed so that everything is very simple. They also often strive for absolute
consistency so customers can be assured that everything they buy will always taste the same
regardless which location they visit.

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Another important aspect for fast food industry restaurants is to make sure food is easy to eat
on the move. Many people eat the food while driving, and easy handling is often considered an
important part of its commercial appeal. For that reason, foods such as hamburgers, French
fries, tacos, and hot dogs are common items on fast food menus. Some nutritionists have
complained that the fast food industry is hurting people’s health. Many of the food items are
very high in calories (kilojoules), and they are often considered nutritionally questionable. Some
people think the fast food industry is partially responsible for a general increase in obesity and
various health problems that stem from being overweight. A fairly large number of people are
employed by the fast food industry, and it offers many job for people who need part-time work.
The positions aren’t usually very high paying, but there is sometimes significant turnover, so
people who continue working for a long time may be able to move up the ranks to some extent.
The low wages paid by companies in the fast food industry have been criticized by some, while
others applaud the industry for employing so many people.

MARKETING
Marketing is the science of meeting the needs of a customer by providing valuable products to
customers by utilizing the expertise of the organization, at same time, to achieve organizational
goals. According to the American Marketing Association: Marketing is the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging offerings
that have value for customers, clients, partners, and society at large. With this definition, it is
important to realize that the customer can be an individual user, a company, or several people
who contribute to the purchasing decision. The product can be a hard good, a service, or even
an idea – anything that would provide some value to the person who provides an exchange.
Marketing refers to activities a company undertakes to promote the buying or selling of a
product or service. Marketing includes advertising, selling, and delivering products to
consumers or other businesses. Some marketing is done by affiliates on behalf of a company.

Professionals who work in a corporation's marketing and promotion departments seek to get
the attention of key potential audiences through advertising. Promotions are targeted to
certain audiences and may involve celebrity endorsements, catchy phrases or slogans,
memorable packaging or graphic designs and overall media exposure.

An exchange is most often thought of as money, but could also be a donation of time or effort,
or even a specific action. A producer is often a company, but could be an individual or non-
profit organization. Classical marketing is often described in terms of the four “P’s, which are:

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Product
Product refers to an item or items the business plans to offer to customers. The product
should seek to fulfill an absence in the market, or fulfill consumer demand for a greater
amount of a product already available. Before they can prepare an appropriate campaign,
marketers need to understand what product is being sold, how it stands out from its
competitors, whether the product can also be paired with a secondary product or product line,
and whether there are substitute products in the market.

Price
Price refers to how much the company will sell the product for. When establishing a price,
companies must consider the unit cost price, marketing costs, and distribution expenses.
Companies must also consider the price of competing products in the marketplace and
whether their proposed price point is sufficient to represent a reasonable alternative for
consumers.

Place
Place refers to the distribution of the product. Key considerations include whether the
company will sell the product through a physical storefront, online, or through both
distribution channels. When it's sold in a storefront, what kind of physical product placement
does it get? When it's sold online, what kind of digital product placement does it get?

Promotion
Promotion, the fourth P, is the integrated marketing communications campaign. Promotion
includes a variety of activities such as advertising, selling, sales promotions, public relations,
direct marketing, sponsorship, and guerrilla marketing.

CUSTOMER SATISFACTION
Customer satisfaction is a marketing term that measures how products or services supplied by a
company meet or surpass a customer's expectation. Customer satisfaction is important because
it provides marketers and business owners with a metric that they can use to manage and
improve their businesses. It is seen as a key performance indicator within business and is often
part of a Balanced Scorecard. In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and increasingly has become a
key element of business strategy. Therefore, it is essential for businesses to effectively manage
customer satisfaction. To be able do this, firms need reliable and representative measures of
satisfaction. "In researching satisfaction, firms generally ask customers whether their product
or service has met or exceeded expectations. Thus, expectations are a key factor behind
satisfaction. When customers have high expectations and the reality falls short, they will be
disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury
resort, for example, might receive a lower satisfaction rating than a budget motel—even

11
though its facilities and service would be deemed superior in 'absolute' terms. Customer
satisfaction is defined as a measurement that determines how happy customers are with a
company’s products, services, and capabilities. Customer satisfaction information, including
surveys and ratings, can help a company determine how to best improve or changes its
products and services. An organization’s main focus must be to satisfy its customers. This
applies to industrial firms, retail and wholesale businesses, government bodies, service
companies, nonprofit organizations, and every subgroup within an organization.

CONSUMER BEHAVIOUR
Consumer behavior is the study of how individual customers, groups or organizations select,
buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the
actions of the consumers in the marketplace and the underlying motives for those actions.
Marketers expect that by understanding what causes the consumers to buy particular goods
and services, they will be able to determine—which products are needed in the marketplace,
which are obsolete, and how best to present the goods to the consumers.
The study of consumer behavior assumes that the consumers are actors in the marketplace.
The perspective of role theory assumes that consumers play various roles in the marketplace.
Starting from the information provider, from the user to the payer and to the disposer,
consumers play these roles in the decision process. The roles also vary in different consumption
situations; for example, a mother plays the role of an influence in a child’s purchase process,
whereas she plays the role of a disposer for the products consumed by the family.
Consumer behavior is the study of individuals, groups, or organizations and all the activities associated
with the purchase, use and disposal of goods and services. Consumer behavior incorporates ideas from
several sciences including psychology, biology, chemistry, and economics. In this guide, we’ll take a
look at the different aspects and facets of consumer behavior, and we’ll discuss the most
effective types of customer segmentation.

Why is consumer behavior important?

Studying consumer behavior is important because it helps marketers understand what

influences consumers’ buying decisions. By understanding how consumers decide on a product,
they can fill in the gap in the market and identify the products that are needed and the
products that are obsolete. Studying consumer behavior also helps marketers decide how to
present their products in a way that generates a maximum impact on consumers.
Understanding consumer buying behavior is the key secret to reaching and engaging your
clients, and converting them to purchase from you.

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A consumer behavior analysis should reveal:

• What consumers think and how they feel about various alternatives (brands, products,
etc.);
• What influences consumers to choose between various options;
• Consumers’ behavior while researching and shopping;
• How consumers’ environment (friends, family, media, etc.) influences their behavior.
Consumer behavior is often influenced by different factors. Marketers should study consumer
purchase patterns and figure out buyer trends. In most cases, brands influence consumer
behavior only with the things they can control; think about how IKEA seems to compel you to
spend more than what you intended to every time you walk into the store.

Factors affecting consumer behavior:

4 Major Factors are: -

1. Cultural Factors
Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture, and social
class.

2. Social Factors
Social factors also impact the buying behavior of consumers. The important social factors are: reference
groups, family, role and status. Here we should note that buying roles change with change in consumer
lifestyles.

3. Personal Factors
Personal factors can also affect the consumer behavior. Some of the important personal factors that
influence the buying behavior are: lifestyle, economic situation, occupation, age, personality and self-
concept.

4. Psychological Factors
There are four important psychological factors affecting the consumer buying behavior. These are:
perception, motivation, learning, beliefs and attitudes.

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 CHAPTER 2
COMPANY PROFILE

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DOMINOS

Domino’s Pizza was founded by two brothers, Tom and James Monaghan in 1960. The brothers’
purchases “Dominick’s”, a pizza restaurant in Ypsilanti, Michigan. They borrowed $900 to
purchase it. The name was then changed to “Domino’s Pizza”. Today, there are more than 13 800
Domino’s Pizza restaurants internationally. There are 5 000 Domino’s Pizza restaurants outside of
the USA. Domino’s Pizza specializes in pizza. They have also introduced side dishes and desserts
to their menu over the years with increasing popularity. 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 and excitement to the lives of our customers by
delivering delicious pizzas to their doorstep in 30 minutes or less, and all its strategies are
aimed at fulfilling this commitment towards its large and ever-growing customer base. Dominos
started out small, with just one store in Ypsilanti, Michigan, in 1960. Fast forward more than 60
years, and Domino’s has grown to become one of the most recognized and leading pizza brands
in the world. Dominos constantly strives to develop products that suit the tastes of its
customers, thereby bringing out the Wow effect (the feel-good factor).

Dominos believes strongly in the strategy of ‘Think local and act regional’. Thus, time and again
Domino’s has been innovating toppings suitable to the taste buds of the local populace and the
Indian market has very well accepted these. The Domino’s Pizza story is one of passion,
determination, the ability to overcome adversity and most importantly, a single-minded dream
of becoming number one in the pizza home-dining industry. Many changes have been made
since Domino’s was sold to Bain Capital, and a new spirit of excitement has paved the way for
the future. Despite encountering setbacks and obstacles along the way, the story of Tom
Monaghan’s 39 years at the helm of Domino’s Pizza is one of never giving up on your dreams.

Domino’s Pizza India Limited (DPIL) is the master franchisee for India, Sri Lanka, Bangladesh and
Nepal from Domino’s Pizza International Inc., USA. The company had been promoted by Mr.
Shyam S. Bhartiya and Mr. Hari S. Bhartia of the Jubilant Organosys Group (Formally Vam
Organic Group). The Company was incorporated in March 1995. The First Domino’s Pizza store
in India was opened in January 1996, at New Delhi and today after nine years Domino’s Pizza
India has grown into a countrywide network of over 100 outlets in 27 cities, which includes: -

North – Delhi, Gurgaon, Chandigarh, Ludhiana, Amritsar, Jallandhar, Dehradun, Shimla, Agra,
Kanpur, Lucknow, Noida, Faridabad, Mussoorie
South– Chennai, Bangalore, Hyderabad, Coimbatore, Mangalore, Cochin, Sikandrabad, Manipal,
East – Kolkata
West – Mumbai, Pune, Ahmedabad, Goa

Dominos intends to penetrate completely within these markets by opening up 20-25 outlets per
year in these cities. Dominos has a young and enthusiastic team of over 2,100 employees.

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Today, Domino’s has emerged as the leader in the fast-food segment with about 65% of market
share of pizza delivery in India and have outlets more than any other corporation in the
business of food, not just the pizza business. All the Company outlets are corporate outlets
invested by the company and also managed by the company.

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PIZZA HUT INDIA
Pizza Hut entered India in 1996, and opened its first restaurant in Bangalore. Since then, it has
captured a dominant and significant share of the pizza market and has maintained an
impressive growth rate of over 40 per cent per annum. Pizza Hut now has 95 outlets across 24
cities in India; and employed nearly 4,000 people by end of 2004. Yum! has invested about US$
25 million in India so far; this is over and above investments made by franchisees. Yum! Brands
Inc is the owner of the Pizza Hut chain worldwide. A Fortune 300 company, Yum! Brands own
Kentucky Fried Chicken, Pizza Hut, Taco Bell, A&W and Long John Silver’s restaurants
worldwide. Yum! Generated more than US$ 25.9 billion in worldwide sales in the year 2003,
and has more than 33,000 restaurants in over 100 countries. Pizza Hut is believed to have close
to 50 per cent market share of the organized pizza-retailing segment in India. According to an
article in Financial Express, the market size of the pizza segment is around US$ 87 million and
currently growing at the rate of 15 per cent to 17 per cent per annum. According to Pizza Hut
sources, most of their outlets are financially successful, encouraging further expansion. In India,
the average investment for each outlet is US$ 275,000-335,000 and is borne by the franchises.

Employing economies of scale, Pizza Hut has made its offerings more affordable. Its delivery
offers of US$ 4.4 for four personal pan pizzas has been very successful; helping it grows the
business by 25 per cent. They have recently introduced a range of vegetarian personal pan
pizzas for US$ 1.1. Most Pizza Hut restaurants are located in the metros and smaller metros. In
taking long strides across the country, Pizza Hut is consolidating its position by opening more
restaurants in the metros where it already has a presence as well as opening outlets in new
markets.

According to company sources, Pizza Hut is moving beyond the metros and foraying into 12 to
13 new markets including Trichy, Nagpur, Bhubaneshwar, Thiruvananthapuram and
Pondicherry to increase penetration. Pizza Hut has increased its visibility by launching a well-
received TV campaign aimed at the young crowd. It has formed partnerships with recognized
brands such as Nestle and Pepsi. It also holds regular promotional campaigns targeted at
children and uses these alliances to offer packages during these campaigns. The local supply
chain for Pizza Hut was developed by Yum! and currently 95 per cent of the ingredients they
use are locally produced. They now import very few specialty items like pepperoni. Pizza Hut is
one of the first international pizza chains with purely vegetarian dine-ins at Chowpatty
(Mumbai), Ahmedabad and Surat, which also serve Jain menus. Pizza Hut has even opened two
all-vegetarian restaurants in the western state of Gujarat to cater to the Jain religious
community, whose members prefer not to eat at places where meat is served

According to Pizza Hut, the Indian food heritage is very rich, and hence Indians like local flavors.
The Tandoori range of pizzas, which was developed locally, has a menu mix of over 20 per cent.
Pizza Hut has reduced costs through indigenous sourcing of raw material. It has tied up with a
local company Dynamix Dairy Industries Ltd (DDIL) for sourcing mozzarella cheese. The landed
cost of imported mozzarella comes to US$ 3.3 – 3.5 per kilogram. The domestic price, however,

17
works out to US$ 2.99 – 3.1 per kilogram. Pizza Hut is adding to the bottom line by localizing
equipment as well as by paying attention to inventory replenishment, which has been reduced
from 60 to 30 days.

According to Yum! Restaurants International, India is amongst the top five growth markets for
Pizza Hut. Pizza Hut is also experiencing double-digit growth in India and hence is confident
about expanding its operations in India. Pizza Hut hopes to increase the number of Pizza Hut
outlets in India to 180 by the end of 2008 from the present figure of 130. The expansion
programmed will make Pizza Hut the fastest growing western restaurant chain in India. In
addition, Yum! plans Pizza Hut to be in 42 cities by end of 2007, and 55 cities by end of 2008.

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 RESEARCH OBJECTIVE
The objectives of the study entitled as “A comparative analysis between Domino’s and Pizza
Hut” are as follows:

➢ To find out the comparative analysis between Pizza-hut and dominos-pizza.

➢ To check out the preferences of the people / or the customers.
➢ To find out which factors are more preferred by the customers.
➢ To find out the market strategies of both the brands.
➢ To find out the various forces and their results on
➢ the industry.
➢ To Study the history of Domino’s Pizza and Pizza Hut to understand their marketing
practices.
➢ To analyze the attitude of consumers towards their purchase preference.
➢ To the predominant factors affecting consumer behavior on purchase of Pizza.

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 CHAPTER 3
RESEARCH
METHODOLOGY

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RESEARCH METHODOLOGY
Research methodology is the specific procedures or techniques used to identify, select, process,
and analyze information about a topic. In a research paper, the methodology section allows the
reader to critically evaluate a study’s overall validity and reliability. In a dissertation, thesis,
academic journal article (or pretty much any formal piece of research), you’ll find a research
methodology chapter (or section) which covers the aspects mentioned above. Importantly, a
good methodology chapter in a dissertation or thesis explains not just what methodological
choices were made, but also explains why they were made.
In other words, the methodology chapter should justify the design choices, by showing that the
chosen methods and techniques are the best fit for the research aims and objectives, and will
provide valid and reliable results. A good research methodology provides scientifically sound
findings, whereas a poor methodology doesn’t.

STEPS IN CONDUCTING RESEARCH

Research is often conducted using the hourglass model structure of research. The hourglass
model starts with a broad spectrum for research, focusing in on the required information
through the method of the project (like the neck of the hourglass), then expands the research
in the form of discussion and results. The major steps in conducting research are:
• Identification of research problem
• Literature review
• Specifying the purpose of research
• Determine specific research questions or hypotheses
• Data collection
• Analyzing and interpreting the data
• Reporting and evaluating research

OBJECTIVES OF RESEARCH
• The purpose of research is to discover answers to questions through application of
scientific procedures.
• To gain familiarly with a phenomenon or to achieve new insight into it.
• To portray accurately the characteristics of a particular individual situation or a group.
• To determine the frequency with which something occurs or wit it is associated with
something else.
• To test hypothesis of a causal relationship between variables.

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 TYPES OF RESEARCH
The research is of following types:
• Quantitative Research
• Applied Research
• Longitudinal Research
• Qualitative Research
• Descriptive Research
• Comparative Research
• Explorative Research
• Action Research

COMPARATIVE RESEARCH
Comparative research, simply put, is the act of comparing two or more things with a view to
discovering something about one or all of the things being compared. This technique often
utilizes multiple disciplines in one study. When it comes to method, the majority agreement is
that there is no methodology peculiar to comparative research. The multidisciplinary approach
is good for the flexibility it offers, yet comparative programs do have a case to answer against
the call that their research lacks a "seamless whole."
There are certainly methods that are far more common than others in comparative studies,
however. Quantitative analysis is much more frequently pursued than qualitative, and this is
seen by the majority of comparative studies which use quantitative data. The general method
of comparing things is the same for comparative research as it is in our everyday practice of
comparison. Like cases are treated alike, and different cases are treated differently; the extent
of difference determines how differently cases are to be treated. If one is able to sufficiently
distinguish two carry the research conclusions will not be very helpful.

22
 RESEARCH DESIGN
A research design is the "blue print" of the study. The design of a study defines the study type
(descriptive, correlation, semi-experimental, experimental, review, meta-analytic) and sub-type
(e.g., descriptive-longitudinal case study), research question, hypotheses, independent and
dependent variables, experimental design, and, if applicable, data collection methods and a
statistical analysis plan. Research design is the framework that has been created to seek
answers.

SAMPLING METHOD
The sampling method in this research is random sampling.

SAMPLE DESIGN
A sample design is a definite plan for obtaining a sample from the sampling frame. It refers to
the technique or the procedure that is adopted in selecting the sampling units from which
inferences about the population is drawn. Sample design is determined before the collection of
the data.
Sampling Unit: Delhi.
Sampling Method Selected: Probability Sampling.
Sample Size: 50 Respondents.
Instrument: Questionnaire.

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 QUESTIONNAIRE
Consists of no. of questions printed or typed in definite order on a form or a set of forms. Respondents
have to answer the question on their own. A questionnaire is a research instrument that consists of
a set of questions for the purpose of gathering information from respondents through survey or
statistical study. A research questionnaire is typically a mix of close-ended questions and open-
ended questions. It can be Closed Ended or Open Ended
Open Ended: - Allows respondents to answer in their own words & are difficult to Interpret.
Close Ended: - Pre-specify all the possible answers & are easy to Interpret.

SCOPE OF THE STUDY

For the purpose of the study descriptive research is used, where the data is collected by using
both primary and secondary sources. The sample size of consists of 50 respondents and the
sampling method is probability sampling. The primary information is collected with the help of
questionnaire in order to make appropriate analysis.

CHAPTER 4

24
 ANALYZING AND
INTERPRETATION

Data Analysis and Interpretation

“Procedures for analyzing data, techniques for interpreting the results of such procedures, ways
of planning the gathering of data to make its analysis easier, more precise or more accurate,
and all the machinery and results of (mathematical) statistics which apply to analyzing data.”
Analysis refers to breaking a whole into its separate components for individual examination.
Data analysis is a process for obtaining raw data and converting it into information useful for
decision-making by users. Data is collected and analyzed to answer questions, test hypotheses
or disprove theories. The process by which sense and meaning are made of the data gathered
in qualitative research, and by which the emergent knowledge is applied to clients' problems.
This data often takes the form of records of group discussions and interviews, but is not limited
to this. Through processes of revisiting and immersion in the data, and through complex
activities of structuring, re-framing or otherwise exploring it, the researcher looks for patterns
and insights relevant to the key research issues and uses these to address the client's brief.

Data analysis and interpretation is the process of assigning meaning to the collected
information and determining the conclusions, significance, and implications of the findings. The
steps involved in data analysis are a function of the type of information collected, however,
returning to the purpose of the assessment and the assessment questions will provide a
structure for the organization of the data and a focus for the analysis.

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The analysis of NUMERICAL (QUANTITATIVE) DATA is represented in mathematical terms. The
most common statistical terms include:

▪ Mean – The mean score represents a numerical average for a set of responses.
▪ Standard deviation – The standard deviation represents the distribution of the
responses around the mean. It indicates the degree of consistency among the
responses. The standard deviation, in conjunction with the mean, provides a better
understanding of the data. For example, if the mean is 3.3 with a standard deviation
(StD) of 0.4, then two-thirds of the responses lie between 2.9 (3.3 – 0.4) and 3.7 (3.3 +
0.4).
▪ Frequency distribution – Frequency distribution indicates the frequency of each
response. For example, if respondents answer a question using an agree/disagree scale,
the percentage of respondents who selected each response on the scale would be
indicated. The frequency distribution provides additional information beyond the mean,
since it allows for examining the level of consensus among the data.

Higher levels of statistical analysis (e.g., t-test, factor analysis, regression, ANOVA) can be
conducted on the data, but these are not frequently used in most program/project
assessments.

The analysis of NARRATIVE (QUALITATIVE) DATA is conducted by organizing the data into
common themes or categories. It is often more difficult to interpret narrative data since it lacks
the built-in structure found in numerical data. Initially, the narrative data appears to be a
collection of random, unconnected statements. The assessment purpose and questions can
help direct the focus of the data organization. The following strategies may also be helpful
when analyzing narrative data.

Focus groups and Interviews:

▪ Read and organize the data from each question separately. This approach permits
focusing on one question at a time (e.g., experiences with tutoring services,
characteristics of tutor, student responsibility in the tutoring process).
▪ Group the comments by themes, topics, or categories. This approach allows for focusing
on one area at a time (e.g., characteristics of tutor – level of preparation, knowledge of
content area, availability).

Documents

▪ Code content and characteristics of documents into various categories (e.g., training
manual – policies and procedures, communication, responsibilities).

Observations

26
 ▪ Code patterns from the focus of the observation (e.g., behavioral patterns – amount of
time engaged/not engaged in activity, type of engagement, communication,
interpersonal skills).

The analysis of the data via statistical measures and/or narrative themes should provide
answers to the assessment questions. Interpreting the analyzed data from the appropriate
perspective allows for determination of the significance and implications of the assessment.

Age:

INTERPRETATION: There are 10% customers who lie in the age group of 0-15 years, 72%
customers lie in the age group of 16-30 years, 10% customers lie in the age group of 31-45
years, and 8% customers lie in the age group of 46 and above years.

27
Occupation:

INTERPRETATION: There are 64% customers who are students, 20% customers who are in service, and
16% who are self-employed.

Gender

INTERPRETATION: There are 46% male customers, and 52% female customers.

Q1. How often do you visit pizza outlets?

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INTERPRETATION: There are 20% customers who visit pizza outlets weekly, 22% customers visit
once in two weeks, 30% customers visit once in a month and 22% customers visit once in 3
months

Q2. Which Pizza Outlet you generally visit or order from?

INTERPRETATION: 26% customers generally visit or order from pizza hut, 70% customers
generally visit or order from Domino’s and 4% customers visit or order from others.

29
Q3. Which brand you prefer in terms of quality of food offered?

INTERPRETATION: Pizza Hut is preferred by 14% customers in terms of quality of food offered,
Domino’s is preferred by 78% customers and other pizza outlets are preferred by 8% customers
in terms of quality of food offered.

Q4. Which brand provides more variety/options in pizza?

INTERPRETATION: 30% customers think that pizza hut provides more variety/options in pizza,
66% customers think that domino’s provides more variety/options in pizza and 4% customers
think other pizza outlets provides more variety/options in pizza.

30
Q5. Which brand provides more variety/option in menu other than
pizza i.e. appetizers, beverages, dessert, etc.?

INTERPRETATION: 22% customers think Pizza Hut provides more variety/option in menu other
than pizza i.e. appetizers, beverages, dessert, etc., 70% customers think Domino’s and 8%
customers think other pizza outlets provides more.

Q6. What do you prefer in terms of ambience/ a place for dining?

INTERPRETATION: Pizza Hut is preferred by 40% customers in terms of ambience/ a place for
dining while Domino’s is preferred by 50% customers and other pizza outlets by 10%
customers.

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Q7. Which brand is more pocket friendly?

INTERPRETATION: There are 16% customers who think that pizza hut is more pocket friendly,
while 78% customers think that Domino’s is more pocket friendly and 6% customers think that
other pizza outlets than domino’s and pizza hut are more pocket friendly.

Q8. Which among the two brands has less waiting time in
outlet?

INTERPRETATION: 28% customers think that pizza hut has less waiting time in outlet, 68%
customers think that Domino’s has less waiting time in outlet and 4% customers think other
pizza outlets has less waiting time in outlet.

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Q9. What do you prefer for home delivery service?

INTERPRETATION: Pizza Hut is preferred by 24% customers for home delivery services,
Domino’s is preferred by 70% customers and other pizza outlets are preferred by 6%
customers.

Q10. What do you prefer in terms of customer service?

INTERPRETATION: Pizza Hut is preferred by 24% customers in terms of customer service

whereas 68% customers prefer domino’s in terms of customer service and 8% customers prefer
other pizza outlets in terms of customer service.
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34
 CHAPTER 5 FINDINGS
AND CONCLUSIONS

FINDINGS OF RESEARCH

• Pizza Hut is always evolving and aims to bring the best European flavors to wherever it
operates in over 150 dishes, appetizers, chef recommendations, different crusts, toppings
and pasta selections are available to customers from its extensive á la carte or set menus.

• Pizza Hut is the most established pizza restaurant in Hong Kong and Macau, with a
commitment to providing excellent food and services.

• The pizza market in India is worth, above 1500 crores, and is growing at a CAGR (consumer
annual growth rate) of 26% for the last 5 years, with Domino’s alone having over 55%
market share in organized pizza market and 70% market share in pizza home delivery
segment.

35
• Dominos invested approximately $1.4 billion in advertising over the last five years –the vast
majority of which was funded by franchisees. Online ordering comprises nearly 30% of
sales.

• Dominos has international presence with stores in over 70 markets.

• Dominos has 4,650 Franchised Stores in international market.

• Dominos has 6 Company-Owned Supply Chain facilities.

Keeping up the sentiments of Indian customers and services offered by pizza houses and
keeping our study focused on some of the key areas of the sensitivity of the customers
preferences (analysis of factors which affects the preferences).

CONCLUSION
We come to a conclusion that:-

• Dominos is preferred over Pizza Hut in terms of

1) Variety of pizzas
2) Good ambience
3) Services offered
4) Quality of pizza
5) Location of the outlet
6) Waiting time in the outlet
7) Home Delivery
8) Variety/options in menu other than pizza.

36
So, we can say that due to these qualities’ domino’s dominates pizza hut in different areas and
capture the market share and gain rapidly.

37
 CHAPTER 6
SUGGESTIONS AND
RECOMMENDATIONS

SUGGESTIONS AND RECOMMENDATIONS

Organizations must address these issues while developing their Work-Life Balance policies.
Further, these policies must be enshrined in an organization’s vision or values and supported by
a culture that encourages flexibility. This is further outlined in the following framework for
making Work-Life Balance work in organizations.
• There is a need for more explicit, detailed and relevant regulations, guidance specific to this
industry. Identify the key need or reason for introducing Work-Life Balance policies.

• Examine current practices in the organization.

• Hold joint discussions with employees to evolve policies, while also identifying possible
barriers

• Communicate policies through handbooks, newsletters, Intranet and other forms of

communication

38
• Begin with a few "quick wins" policies

• Monitor implementation and put feedback systems into place

• Senior management commitment – stress interventions are unlikely to be implemented

successfully without the long-term commitment of management

• Job design – clarifying roles, reducing the danger of role ambiguity and conflict giving people
more autonomy within a defined structure to manage their responsibilities;

• Targets and performance standards – setting reasonable and achievable targets which may
stretch people but do not place impossible burdens on them;

• Placement – taking care to place people in jobs that are within their capabilities;

• Career development – planning careers and promoting staff in accordance with their
capabilities, taking care not to over- or under-promote;

• Establishment of welfare committee-- where in employees are an important part where they
can voice their concerns

• Health risk assessment - both pre-employment and periodic for employees should be
conducted especially eye and audiometry tests. Call handlers should be provided with
information on the risks identified in the risk assessment and how these risks can be controlled.

• Tie-ups - with different health clubs for the benefit of the employee

• Performance management processes, which allow a dialogue to take place between

managers and individuals about the latter’s work, problems and ambitions;

• Counseling– Giving individuals the opportunity to talk about their problems with a member of
the personnel department or the company medical officer, or through an employee assistance
program.

• Ergonomic assessments - Of work station for 24 hours occupancy should be done.

• Management training in performance review and counseling techniques and in what

managers can do to alleviate their own stress and reduce it in others.

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40
 LITERATURE REVIEW

41
LITERATURE REVIEW
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.
Churcill (1982) customer satisfaction has overall reaction of expectation of consumption with a
product or service on the base of perception, evaluation and psychological reaction. According
to Kottler (2000) Satisfaction is the sum of attributes of product or service.
By Sayoni Bhaduri The difference between the organized and the unorganized sector in the
Indian hospitality industry is huge. Most Starbucks locations have free Wi-Fi. We always aim to
deliver our customers with high quality services and designs with their specific business
requirement at fair price.

This project document describes the project’s target audience and its user interface, hardware
and software requirements. It takes a lot of time for the customer to order their This is also a
way for you to express your personality and emotions. The company struggles in organizing
their information because of the unorganized We can see from the charts on the next page,
online business has increased Thanks to social media, the Starbucks Secret Menu has recently
achieved some recognition, so drinks like the Captain Crunch Frappuccino or the Nutella
Frappuccino are emerging.

Some of the standout favorites are the Passion Tea Lemonade or the Iced Caramel Macchiato.
Ramanpreet Kaur Prepared For: Our Services When it comes to essay writing, an in-depth
research is a big deal. If your deadline is just around the corner and you have tons of
coursework piling up, contact us and we will ease your academic burden. The company
provides effective and distinctive image of your business by outsourcing customized design
solution for website design and corporate identity with close attention to user interface.

We guarantee the authenticity of your paper, whether it’s an essay or a dissertation. Does
Starbucks Have Almond Milk? ICOs are a form of investment funding wherein startups offer
new types of cryptocurrency in exchange for cash or preexisting crypto coins like Bitcoin or
Ethereum.

42
The company I am doing my report on is Criss Cross Pizza. In most Nepalese cuisines, the curds
are wrapped in cloth , placed under a heavy weight such as a stone slab for two to three hours,
and then cut into cubes for use in curries. Technological evolution and advancement makes the
world become more highly modernized as different creations, innovations and inventions are
made.

According to (1982), service quality is generally viewed as the output of the service delivery
system, especially in the case systems. Moreover, service quality is linked to Although there is
no of pure service consumer satisfaction. consensus in the research rich community about the
direction of causality relating quality and satisfaction, the assumption is that service quality le
ads to satisfied customers (1994; 1990, 1989).
For example, customers leaving a restaurant or hotel are asked if the y were satisfied with the
service they received. If they answer "no," we tend to assume service was poor. Direct service
providers, such as waitresses, also note that at times the best service efforts are criticized
because the customer's perceptions of the service are clouded by being in a bad mood or
having a disagreement with someone just before arriving at the restaurant. influence of service
quality on customer satisfaction is affected by other factors, one of which is the customers
themselves.
In addition, (1989) and (1983) de fined both service quality and customer satisfaction as
matching the expectation of the service with that These service providers recognize that in
practice the which is actually experienced by the Therefore, when customers' experiences meet
or exceed their expectations, the service is a quality service and the recipients are typically
satisfied customers. On the other hand, when the service experienced by consumers than their
expectations. the perception of service quality is customer. viewed as is less diminished and
customers are generally not satisfied. Considerable research has been conducted in the area of
physical evidence as it is one of the determinants of service quality. Most of the previous
studies related to physical evidence tried to re late it with the perceived performances of the
services and expectations of the service which in turn produces service quality customers,
perceptions. Such studies on the effect of physical evidence on the perceived service quality
and on store or outlet selection covered wide range of service categories.
Baker (1987) classified three fundamental factors that affect the tangible portion of service
quality dimensions: design, social, and ambient factors. Ambience includes background factors
such as lighting, aroma, and temperature. Design factor represents the components of the
environment that are more visual and tangible in nature. It includes color, furnishings, and
spatial layout. The design elements contain both the aesthetic aspects (e.g.. beauty, décor)
transaction, and waiting room design) that facilitate high quality service. The social factors
relate to an organization's concern for the people in the environment, including customers and
employees.

43
Berman and Evans (1995) classified tangible quality clues into four and the functional aspects
(e.g., layout, case of categories: external, general interior, layout, and point of purchase factors.
External variables or factors include exterior, signs, building size and color, location, and
parking. General interior variables include music, scent, lighting, temperature, and color
scheme. The layout and design factors pertain to the workstation placement, waiting facilities,
and traffic flow. Finally, the point of purchase and decoration variables relate to the displays,
pictures, artwork, and product displays at po int of purchase. Environmental dimensions of the
service escape shapes the way customers and service providers interact environ mental
dimensions are the and behave.
Zeithaml, et. al., (2006) Such basic constituents of the framework for understanding
environment- user relationships in service organizations. Ambient conditions (temperature, air
quality, noise, music, odor), space (layout, equipment, furnishings), signs, symbols and artifacts
are included in these environmental dimensions. A multiple item scale has been developed by
Rajpoot to determine tangible quality of as music and temperature; design factors such as
location and seating arrangement and service factors such as food presentation and food
variety (Rajpoot. 2002). In another study among the elderly citizens.

44
 BIBLIOGRAPHY

45
 BIBLIOGRAPHY

➢ BOOKS AND JOURNALS

S.NO. TITLE AUTHOR PUBLICATION

1. Marketing Management Kotler, P Prentice Hall

2. Research Methodology Kothari, C R New Age International

Publications

➢ WEBSITES

www.dominos.co.in
http://online.pizzahut.co.in

46
 ANNEXURE

47
 QUESTIONNAIRE
The objective of this questionnaire is to understand which brand among Domino’s Pizza and
Pizza Hut is more preferred and why is it preferred.

LINK FOR QUESTIONNAIRE:

https://docs.google.com/forms/d/e/1FAIpQLSf_ISFvcGhD89Su7gNN1kuunHczIiy4LjUSO14pXiG-
BLRxZQ/viewform?usp=sf_link

Q1. How often do you visit pizza outlets?

• Weekly
• Once in two weeks
• Once in a month
• Once in 3 months

Q2. Which Pizza Outlet you generally visit or order from?

• Pizza Hut
• Domino’s Pizza
• Others

Q3. Which brand you prefer in terms of quality of food offered?

• Pizza Hut
• Domino’s Pizza
• Others

Q4. Which brand provides more variety/options in pizza?

• Pizza Hut
• Domino’s Pizza
• Others

Q5. Which brand provides more variety/option in menu other than pizza i.e., appetizers,
beverages, dessert, etc.?
• Pizza Hut
• Domino’s Pizza
• Others

Q6. What do you prefer in terms of ambience/ a place for dining?

48
 • Pizza Hut
• Domino’s Pizza
• Others

Q7. Which brand is more pocket friendly?

• Pizza Hut
• Domino’s Pizza
• Others

Q8. Which among the two brands has less waiting time in outlet?
• Pizza Hut
• Domino's Pizza
• Others

Q9. What do you prefer for home delivery service?

• Pizza Hut
• Domino's Pizza
• Others

Q10. What do you prefer in terms of customer service?

• Pizza Hut
• Domino's Pizza
• Others

49