Dominos Project For Attention

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Domino's Project for attention
Masters of Business Administration (Dr. A.P.J. Abdul Kalam Technical University)
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TABLE OF CONTENTS
TITLE PAGE
DECLARATION
ACKNOWLEDGEMENT
INTRODUCTION
CHAPTER 1 : FAST FOOD INDUSTRY INDUSTRY OVERVIEW
➢ INDUSTRIAL BACKGROUND
➢ THEORETICAL LITERATURE
CHAPTER 2 : INTRODUCTION TO THE PROBLEM
➢ Statement of the problem

➢ OBJECTIVE OF THE STUDY
➢ SCOPE OF THE STUDY
➢ Need/purpose of the study
CHAPTER 3 : RESEARCH METHODOLOGY
➢ RESEARCH DESIGN
➢ RESEARCH METHOD / DATA SOURCES
➢ SAMPLING
➢ FIELD WORK
➢ LIMITATIONS OF THE STUDY
➢ PLAN OF ANALYSIS
➢ CHAPTER SCHEME
CHAPTER 4 : COMPANY PROFILE
➢ DOMINO’S PIZZA INDIA LIMITED
CHAPTER 5 : DATA ANALYSIS AND INTERPRETATION
➢ DEFINITION OF ANALYSIS

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CHAPTER 6 : FINDINGS OF THE STUDY
CHAPTER 7 : RECOMMENDATIONS & CONCLUSIONS
ANNEXURE
BIBLIOGRAPHY

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A
PROJECT REPORT
On
“STUDY ON CONSUMER BEHAVIOUR TOWARDS
FAST FOOD INDUSTRY”
(With special reference to DOMINO'S PIZZA)
In the partial fulfillment of Bachelor of Business
Administration
(2017-2020)
COLLEGE OF MANAGEMENT STUDIES,

UNNAO
(Affiliated to CSJMU)
UNDER THE GUIDANCE: SUMITTED BY:

MRS.VENUS MADAN NASHRAH ZABI
(Assistant Professor)
ROLL NUMBER:
0204120
BBA IV SEMESTER

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DECLARATION
We hereby declare that the project work, entitled “CONSUMER

SATISFACTION IN DOMINO'S PIZZA INDIA LIMITED” for the degree of “
BACHELOR OF BUSINESS ADMINISTRATION” is my original work and
project work has not formed that the basis for the award previously of any degree,
associate ship, Fellowship or any other similar titles.
-------------------------------- -------------------------------------
Signature of the Guide Signature of the Candidates
(NASHRAH ZABI)
Place :-
Date :-

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ACKNOWLEDGEMENT
I avail this opportunity to express with immense sincerity, my thanks to the

College of Management Studies for giving me the opportunity to work upon this
project. It has been a very informative part of my academics.
This project wouldn’t have seen the light of the day without the immense support
of my guide Mrs. Venus Madan showing her keen interest, constant guidance
and encouragement throughout, in the completion of this project without which it
would have not been possible to fulfill the requirements of the project assigned to
me. As a management student I have tried to cover all aspect of
“CONSUMER SATISFACTION IN DOMINO'S PIZZA INDIA
LIMITED” .
Date:- NASHRAH ZABI

Place:- BBA IV Semester

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Consumer Satisfaction in Domino’s Pizza India Limited
CHAPTER- 1
FAST FOOD INDUSTRY
INDUSTRY OVERVIEW
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INDUSTRIAL BACKGROUND
The fast food industry is on a high as Indians continue to have a feast.
Fuelled by what can be termed as a perfect ingredient for any industry -
large disposable incomes- the food sector has been witnessing a marked
change in consumption patterns, especially
in terms of food. An increasing number of
international fast food chains rushing to
India is because all of them see tremendous
potential in for this type of business. The
large upwardly mobile population in the urban areas tend to eat out more
often or business or for leisure.
The various players operating in India are the well established Indian chains
like Nirula‘s. In addition to these, apparently some of the best known
international food chains are looking at India. Among them are Sbarro, The
Burger King, KFC, Dunkin Donuts, Sub-way, etc. are some of them to
name. At present all these players are fighting for a small pie, as fast food is
really not a big habit with Indians, but they see a big potential.
The players are fighting on products, pricing, positioning and trying to

convert their first trials into regular purchase by providing delightful
service quality. The focus is on product quality and standardization on
taste. Consistency is the key, as its standardization in fast food as the
consumer is short on time and wants to satisfy his taste buds with a
consistent taste experience. Beyond this each player has its own strategy to
expand consumer base.
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• Some feel that pricing is not the deciding factor since fast food is not
price sensitive market because it is not a single diet of Indians.
• Some others are competing on positioning which is surprisingly
varied, giving the small size of the market.
• For most, targeting children seems the right strategy.
• Advertising is popular.
However, with competition hooting up most chains are increasing

reach as well as working on establishing a national presence.
Trends in the fast food industry
The industry is estimated to grow at 9-12 per cent, on the basis of an

estimated GDP growth rate of 6-8 per cent, during the Tenth Five
year plan period. Value addition of food is expected to increase from
the current 8 per cent to 35 per cent by the end of 2025. Fruit and
vegetable processing, which is currently around 2 per cent of total
production will increase to 10 per cent by 2010 and to 25 per cent by 2025.
The popularity of food and agro products is not surprising when the sector is
now offering a growth of more than 150 per cent in sales. While US brands
such as McDonald‘s, Pizza hut and Kentucky Fried Chicken have become
household names, more are on their way.
The Market Scenario
India among top 10 markets for weekly fast food consumption, an online
survey has found. Most of the countries are from the Asia-pacific region,
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with the US being the exemption. According to an A C Neilson study of 28

markets across the US, Europe and the Asia -Pacific, carried out through the
internet in interviews with more than 14000 consumers, Asians are the
world‘s greatest fast food fans.
Percentage of adult population eating at takeaway restaurants at least once

every week:
Hong Kong 61 %
Malaysia 59 %
Philippines 54 %
Singapore 50 %
Thailand 44 %
China 41 %
India 37 %
Europe 11 %
Among the international fast food chains and local operators, Domino‘s
emerges as the most popular of all takeaway options with 54% of
Americans, 75% of Europeans and 64% of Asians. Dominos is most visited
in Australia (84%) KFC is most visited in China (42%), Pizza hut is most
visited in India (22%) A typical fast food meal in the India & other
Multinational companies consists of fries and a burger (or other main item).
History
The concept of ready-cooked food for sale is closely connected with urban
development. In Ancient Rome cities had street stands that sold bread and
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wine. A fixture of East Asian cities is the noodle shop. Flatbread and falafel
are today ubiquitous in the Middle East. Popular
Indian fast food dishes include vada pav, panipuri and dahi vada. Some
trace the modern history of fast food in America to July 7, 1912 with the
opening of a fast food restaurant called the Automat in New York. The
Automat was a cafeteria with its prepared foods behind small glass windows
and coin-operated slots. Joseph Horn and Frank Hardart had already opened
the first Horn & Hardart Automat in Philadelphia in 1902, but their
‗Automat‘ at Broadway and 13th Street, in New York City, created a
sensation. Numerous Automat restaurants were built around the country to
deal with the demand. Automats remained extremely popular throughout the
1920s and 1930s. The company also popularized the notion of ‗take-out‘
food, with their slogan ‗Less work for Mother‘. The American company
White Castle is generally credited with opening the second fast-food outlet
in Wichita, Kansas in 1921, selling hamburgers for five cents from its
inception and spawned numerous competitors.
It is arguable because most historians and Secondary School textbooks state

that A&W was the first fast food restaurant, which opened in 1919.After
discovering that most of their profits came from hamburgers, the brothers
closed their restaurant for three months and reopened it in 1948 as a walk -
up stand offering a simple menu of hamburgers, French fries, shakes, coffee,
and Coca-Cola, served in disposable paper wrapping. As a result, they were
able to produce hamburgers and fries constantly, without waiting for
customer orders, and could serve them immediately; hamburgers cost 15
cents, about half the price at a typical dinner. Their streamlined production
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method, which they named the ―Speedee Service System‖, was influenced
by the production line innovations of Henry Ford.
In the cities of Roman antiquity, much of the urban population living in

insulate, multi-storey apartment blocks, depended on food vendors for much
of their meals. On New Year's Day 2008 a study was conducted worldwide
counting the number of fast food restaurants per person. The UK has
claimed this title with Australia second and the United States third. England
alone accounted for 25% of all fast food.
PROBLEMS IN THE ORGANISATION
Trans fats caused problems for Dominos. Trans fats are formed when liquid
vegetable oils go through a chemical process called hydrogenation. Common
in a range of food products biscuits, chips, doughnuts, crackers the
hydrogenated vegetable fat is used by food processors because it is solid at
room temperature and has a longer shelf life. In September 2002, Dominos
issued a statement announcing a significant reduction of trans fats in its fried
menu items French fries, chicken Mc Nuggets, Filet-O-Fish, Hash Browns
and crispy chicken sandwiches with the introduction of improved cooking
oil in all of its 13,000 restaurants.
The change was supposed to be completed by February 2003. However,

dominos encountered operational issues and the oil was not changed. An
anti-trans fat group claims that dominos deliberately allowed the public to be
misled. Legal action has forced Dominos to give effective notice to the
public that the oil was not changed. In Europe and the US, food makers are
under growing pressure from consumer groups to cut the trans fat content in
food products.
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THEORETICAL LITERATURE
Consumer Satisfaction
Customer satisfaction, a term frequently used in marketing,

is a measure of how products and services supplied by a
company meet or surpass customer expectation. . Customer
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satisfaction is defined as "the number of customers, or percentage of total

customers, whose reported experience with a firm, its products, or its
services (ratings) exceeds specified satisfaction goals."
It is seen as a key performance indicator within business and is part of the

four 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.
Within organizations, customer satisfaction ratings can have powerful

effects. They focus employees on the importance of fulfilling customers‘
expectations. Furthermore, when these ratings dip, they warn of problems
that can affect sales and profitability. These metrics quantify an important
dynamic. When a brand has loyal customers, it gains positive word-of-
mouth marketing, which is both free and highly effective. Therefore, it is
essential for businesses to effectively manage customer satisfaction. To be
able do this, firms need reliable and reprehensive 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 though its facilities and service would be deemed superior in
―absolute‖ terms.
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The importance of customer satisfaction diminishes when a firm has

increased bargaining power. For example, cell phone plan providers, such as
AT&T and Verizon, participate in an industry that is an oligopoly, where
only a few suppliers of a certain product or service exist. As such, many cell
phone plan contracts have a lot of fine print with provisions that they would
never get away if there were, say, a hundred cell phone plan providers,
because customer satisfaction would be way too low, and customers would
easily have the option of leaving for a better contract offer. There is a
substantial body of empirical literature that establishes the benefits of
customer satisfaction for firms.
Consumer Satisfaction through Four P’s of Marketing Mix
Marketing Mix:
Marketing Mix refers to the

ingredients or the tools or the
variable which the marketer mixes
in order to interact with a
particular market. According to
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Philip Kotler, ―Marketing Mix is a set of marketing tools that the firm
uses to pursue its marketing objectives in the target market.‖
Marketing mix is a 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.
Marketing mix represents the total marketing program of a firm. It involves

decisions with regard to product, price, place and promotion. Marketing mix
is a b lending of decisions in the 4 P‘s. Four major ingredients of marketing
mix are:
1. Product-
A product is any good or service that consumers want. It is a bundle of

utilities or a cluster of tangible and intangible attributes. Product component
of the marketing mix involves planning, developing and producing the right
type of products and services. It deals with the dimensions of product line,
durability and other qualities. The total product should be such that it really
satisfies the needs of the target market. In short, product mix requires
decisions with regard to:
a) Size and weight of the product

b) Quality of the product
c) Design of the product
d) Volume of output
e) Brand name
f) Packaging
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g) Product range
h) Product testing
2. Price-
Price is an important factor affecting the success of a firm. Pricing

decisions and policies have a direct influence on sales volume and
profits of business. Price is, therefore, an important element in the
marketing mix. In practice, it is very difficult to fix the right price. Right
price can be determined through pricing research and test marketing. A lot of
exercise and innovation is required to determine the price that will
enable the firm to sell its products successfully. Demand, cost,
competition, government regulation, etc. are the vital factors that must be
taken into consideration in the determination of the price.
Price mix involves decisions regarding base price, discounts, allowances,

fright payment, credit, etc.
3. Promotion-
Promotion component of the marketing mix is concerned with bringing

products to the knowledge of customers and persuading them to buy.
It is the function of informing and influencing the customer. Promotion mix
involves decisions with respect to advertising, personal selling and
sales promotion. All these techniques help to promote the sale of products
and to fight the competition in the market.
No single method of promotion is effective alone and, therefore, a

promotional campaign usually involves a combination of two or more
promotional methods. Growing competition and widening market have
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made simultaneous use of more than one promotional method all the
more necessary. Combination of two or more methods in a single
promotional campaign requires an effective blending of promotional inputs
so as to optimize the expenditure on each. There is no one ideal product,
type of customers, the promotion budget, stage of demand, etc. should
be taken into consideration.
4. Place (Distribution)-
This element of marketing mix involves a choice of the place where

the products are to be displayed and made available to the customers. It
is concerned with decisions relating to the wholesale and retail outlets or
channels of distribution. The objective of selecting and managing trade
channels is to provide the products to the right customer at the right time and
place on a continuing basis. In deciding where and through whom to sell,
management should consider where the customer wants the goods to be
available. A manufacturer may distribute his goods through his own
outlets or he may employ wholesalers and retailers for this purpose.
Irrespective of the channel used management must continuously
evaluate channel performance and make changes whenever performance
falls short of expected targets. In addition, management must develop a
physical distribution system for handling and transporting the products
through the selected channels. In the determination of distribution mix or
marketing logistics, a firm has to make decision with regard to the
mode of transporting of goods to middle -men, use of company vehicles or
both.
Four P’s in Domino’s Pizza India Limited
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1. Product Mix-
As explained earlier Product mix deals with the dimensions of product

line, quality and design of the product, its packaging, brand name, product
range, etc.
In this section we will study the product mix of Dominos Product line of
Dominos includes the products offered for sale, i.e. the range of food
products offered to the customers.
The product breadth or number of products offered by Dominos can be

classified as:
• Vegetarian products
• Non vegetarian products
• Beverages
• Deserts
Vegetarian Products: Non-Vegetarian Products:

o Veg. Cheese Pizza o Simply Chicken Pizza
o Veg. Onion Pizza o Non-Veg. I
o Feast Pizza o Non-Veg. II
Beverages: Desserts:
o Cold Coffee o Soft serve cone
o Hot serves o Choco lava cake
o Soft drinks
o Shakes
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All this shows the wide product range of Dominos. Besides that the quality
of Dominos according to the survey and general findings, is consistent
throughout the life of the product.
That's how Domino‘s plan their product range. Food quality is key at
Dominos. That‘s why they take pride in the foods they serve and your
family. We seek out fresh lettuce and tomatoes, quality buns and potatoes,
select poultry and fish and wholesome dairy products. Despite extensive and
meticulous quality tests at the supplier end, all products are once
again carefully scrutinized at the restaurant. Our immaculate standards of
quality allow for nothing but the best to reach your tray.
Cold Chain: The term Cold Chain describes the network for the
procurement, warehousing, transportation and retailing of food products
under controlled temperatures.
Trikaya Agriculture - Supplier of Iceberg Lettuce:
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Implementation of advanced agricultural practices has enabled Trikaya to

successfully grow specialty crops like iceberg lettuce, special herbs and
many oriental vegetables. A specialized nursery with a team of agricultural
experts.
Vista Processed Foods Pvt. Ltd. - Supplier of Chicken and Vegetable

range of products:
A joint venture with OSI Industries Inc., USA, and Dominos India Pvt. Ltd.
Vista Processed Foods Pvt. Ltd. produces a range of frozen chicken and
vegetable foods- separate processing line for chicken and vegetable foods.
Dynamix Diary - Supplier of Cheese:
Dynamix has brought immense benefits to farmers in Baramati, Maharashtra

by setting up a network of milk collection centers equipped with bulk
coolers. Easy accessibility has enabled farmers augment their income by
finding a new market for surplus milk
Product strategies:
In order to achieve the desired rate of profits and growth, a firm has to
continuously adjust its products and product mix to the changing needs and
targets of the market. This matching of products to the requirements of
competition and buyers is known as product strategy.
Some of the important product strategies, which firms adopt, are as follows:
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1) Limited Line Strategy: This refers to the offering of one product or a

small number of products to cater specific market. The main benefit of
this strategy is low cost of operations. However, it cannot meet the
requirements of different types of customers in different markets.
2) Full Line Strategy: This Ids also known as broad line strategy, it
implies the offering of a large number of products to meet the
requirements of different customers in different markets.
3) Trading up and trading down: These are alternate or opposite
strategies for expanding the product mix. Trading up implies addition
of some higher priced products to the existing product line of lowered
priced products for improving the sales of old products. Trading
down refers to the addition of lower-priced products to the
existing higher priced product to boost total sales.
2. Price Mix-
Price is the key element of marketing mix because it relates directly to the
generation of total revenue. The term pricing policy refers to a systematic
approach to pricing of different products in different markets to evolve an
appropriate pattern of prices in the long run. It is the plan defining the
initial pr ice range and the planned price movements through time that
the firm will use to achieve its marketing objectives. Pricing policy
includes not only the determination of base prices but also the terms and
conditions of sale.
Company pricing policies:The price must be consistent with company

pricing policies. Many companies set up a pricing department to develop
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policies and establish or approve decisions. The aim is toensure that the
salespeople quote prices that are reasonable to customers and profitable to
the company.
Now-a-days, most companies follow buyer based pricing. They are basing
their prices on the Product‘s perceived value. They see buyers perception of
value, not the seller‘s cost, as the key to pricing. The company using
perceived-value pricing must establish the value in the buyers‘ mind
concerning different competitive offers.
Dominos began with skimming prices, i.e. setting a very high price for a
new product initially and to reduce the price gradually as competitors enter
the market. The initial high price serves to skim the cream of the market,
that is, relatively insensitive to price. This approach to pricing is, in effect,
an experimental search for the right price and it may result in a market-
determined price. This method starts with a high price and moves the price
downward by steps until the right price is reached. Initially Dominos
charged high price than what is being charged now. But now it introduces
new schemes for value of money.
3. Place Mix (Distribution)-

This element of marketing mix involves a choice of the place where
the products are to be displayed and made available to the customers. It
is concerned with decisions relating to the wholesale and retail outlets or
channels of distribution. The objective of selecting and managing trade
channels is to provide the products to the right customer at the right time and
place on a continuing basis.
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Dominos distribution centers are wide, located in every area of India.

Dominos has Dine-in restaurant, Drive-Thru. Dominos has 122 restaurants
in India of which 72 are in north & east India and 50 in west & south
India:-
o 72 restaurants in North & East India:

▪ 32 in Delhi
▪ 20 in Uttar Pradesh - Noida (4), Ghaziabad (4), Mathura (1)
(Highway and Drive Thru)
▪ Kanpur (2), Meerut (1), Lucknow (4), Agra (1), Allahabad (1),
Varanasi (2)
▪ 10 in Haryana - Faridabad (3), Manesar (1) (Highway and
Drive - Thru), Gurgaon (4)
▪ Karnal (1) (Highway and Drive - Thru), Panipat (1)
▪ 5 in Punjab - Chandigarh (1), Ludhiana (1), Doraha (1)
(Highway and Drive - Thru)
▪ Jalandhar (1), Patarsi (1) (Highway and Drive - Thru)
▪ 2 in Rajasthan - Jaipur (2)
▪ 1 in Uttaranchal - Dehradun (1)
o 50 in west and south India:
▪ 30 in Maharashtra - Mumbai (22), Pune (7), Nasik (1)
▪ 7 in Gujarat - Ahmedabad (4), Vadodara (2), Surat (1)
▪ 6 in Karnataka - Bangalore(6)
▪ 4 in Andhra Pradesh - Hyderabad (4)
▪ 3 in Madhya Pradesh - Indore (3)
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For the Big Mac, the current calendar year will be the biggest in terms of
restaurant openings, and by year-end, 16 new restaurants would be in
place, informs Vikram Bakshi, Managing Director, domino‘s India.
The new outlets will be a combination of highway restaurants, outlets at

railway stations, at shopping malls and Cineplex, besides at residential
areas with significant footfalls. India recently won the tender for
setting up an outlet each at railway stations in Mumbai and Jaipur. In
Delhi, the chain will mark its presence through an outlet at the
ambitious Delhi Metro Rail Corporation project, expected to be
operational by year-end. And if all goes according to plan, another
dominos outlet could come up at Delhi's Nizammuddin railway station.
The fourth Dominos highway outlet on the Delhi-Jaipur highway is

expected to begin operating shortly. The chain‘s other three highway
restaurants are located on the Delhi-Agra highway, the Delhi- Ludhiana
highway and the Mumbai-Pune highway.
4. Promotion Mix-
Promotion is a process of communication with the potential buyers

involving information, persuasion and influence. It includes all types of
personal or impersonal communication with customers and intermediaries.
Promotion mix refers to the combination of various promotional tools used

by a business firm to create, maintain and increase demand. It involves an
appropriate integration of advertising, personal selling, sales promotion and
publicity.
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Ajay Kaul, Chief Executive Officer of Domino's India (left) and Tarun
Bhasin, Domino's India Chief of Operations (right) present the
theDomino's India 2008 Business Partner of the Year Award to
Abhishek Azad of Middleby-Marshall India (center).
CHAPTER- 2
INTRODUCTION TO THE
PROBLEM
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Statement of theproblem
This topic is about analyzing the satisfaction of the consumers towards the
services provided by Domino‘s Pizza India Ltd. It has come through to give
a clear cut idea to the market strategy, the ways of how the marketing pattern
of Domino‘s Pizza India Ltd is. Its main aim is to find out the marketing
strategy and pattern of Domino‘s Pizza India Ltd. in Bangalore and also how
it properly acts to attract customers to its enterprise.
The comprehensive statement of the problem can be state as ―A Study on

Consumer satisfaction of Domino‘s Pizza India Limited in Bangalore city‖.
OBJECTIVES OF THE STUDY

• To do customer value analysis which includes identifying the
major attributes that customers value in a fast food chain
restaurant, assessing the quality of the different attributes.
• To shed light on different aspects that a service based food chain must
follow in order to increase its market share and for being on a
continuous growth stream.
• To identify different activities that an aggressive company like
Dominos follow in order to establish itself in a local market and
increasing sales by being in customer‘s mind and heart.
• To know the consumer perception and Preference about Dominos
products.
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Scope of the study

The study is exclusively conducted for consumers of Domino‘s Pizza India
Ltd. which are dispersed in different areas of Bangalore city. As both
organizational and personal consumers use the product, their needs,
preference, usage habit, post purchases actions vary- Widely which in turn
gave the study a wide and large scope for analysis. The time frame of this
study lasted for about 2 months i.e., February-March 2011.
Need/purpose of the study

➢ The study helps Domino‘s Pizza India Ltd. to appreciate the factors
leading to consumer satisfaction.
➢ The study helps to understand consumer‘s attitude towards Domino‘s
Pizza India Limited services and products.
➢ The study also helps Domino‘s Pizza India Ltd. to obtain suggestions
regarding improvement in the services provided.
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CHAPTER- 3
RESEARCH
METHODOLOGY
Research Design
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The controlling plan for a marketing research study in which the methods
and procedures for collecting and analyzing the information is to be
collected is known as Research Design or a framework or plan for a
study that guides the collection and analysis of the data.
RESEARCH METHOD/ DATA SOURCES
Descriptive Research-
A research design in which the major emphasis is on determining the

frequency with which something occurs. For example, how often users
access internet in a given month. The focus of descriptive research is to
provide an accurate description for something that is occurring.
Data Source:
In this project both primary data as well as secondary data are used.
PRIMARY DATA
Primary data used in this project is collected through three sources:
• Questionnaire Method
• Direct Personal Interview Method
• Observation Method
SECONDARY DATA
It is not possible to collect first hand information for each & everything so,
secondary data from various sources like Internet, A. C Neilson‘s report on
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Jan, 2007, Information from television channels like CNBC, Z Business,

NDTV Profit etc. and Indian Infoline Website.
Sampling
A fine subset of the population, selected from it with the objectives of
investigating its properties is called a sample and the number of unit in the
sample is known as sample size. Sampling is a tool which enables us to draw
conclusion about the characteristics of the population after studying only
those subjects or items that are included in the sample. In sampling method
only few units of the population is considered. The choice of an appropriate
sampling design is of keeping in view the objectives and scope of the
enquiry and the type of the universe to be sampled.
Sampling techniques:
• Random sampling
• Non random sampling
Random sampling:
A random sampling is done in such a way that each member of the universe
has a change of being selected, which enables statistics procedures to be
used under the result to estimate sampling.
Non random sampling:
In the non-random sampling the chance of any particular unit in the

population being selected is unknown. The judgments sampling method
under non-random sampling method was adopted for the study with a
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sample size of 100 respondents, which are chosen in a judgment manner

from the customer. In this method a designed number of sample unit is
selected deliberately or purposely depending upon the objectives of the
enquirer so that only the important items representing the true characteristics
of the population are included in the sample.
Area of sampling-
In this study primary data plays a vital role. The process of choosing the
correct number of respondents is nothing but sampling procedure.
Sampling area: Bangalore city
Sampling Size-
100 is the number of items to be selected from the universe to constitute the
sample. The method used here is random sampling and on- the spot
sampling, where the samples are selected without considering any particular
quality.
Sample Method-
Random Sampling
Field work
The study has been analyzed in different region in the city. Such regions are
as under-
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Region Number of respondents
Jayanagar Yet to approach
Kumaraswamy Layout - Do -
Banashankari - Do -
LIMITATIONS OF THE STUDY

Since the road to improvement is never ending, so this study also
suffers from certain limitations. Some of them are as follows:
• Scope of project is limited in the sense that only Dominos has been
taken for consumer research.
• The extent of the survey was Bangalore only. So the suggestions or
arguments given in the report may not hold true for other locations in
India.
• Questionnaire method involves some uncertainty of response. Co-
operation on the part of informants, in some cases, was difficult to
presume.
• Because of time constraints and reserve constraints, a mix of
convenient sampling and judgment (Probability & Random) sampling
was used.
• Also because of above mentioned constraints, the sample size
chosen for the survey was 100 people.
• It is possible that the information supplied by the informants may be
incorrect.
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3. PLAN OF ANALYISIS
The primary data that is collected using the questionnaire is analyzed step by
step:
• The questionnaire is prepared keeping in mind the objectives of the

study.
• The data are tabulated and the respondents are classified according to
age, sex, occupation and monthly income. The data relating to the
objectives has tabulated and their percentages will be calculated.
• The finding of the study is based on assumption that the information
collected from the respondents is accurate.
• Conclusions are based on the findings and implications
3.7 Chapter scheme

1. General Introduction
This chapter explains the different Marketing Strategies adopted by

Domino‘s in Bangalore for consumer satisfaction. It also gives a theoretical
background of the various aspects of the selected problems.
2. Introduction to the problem
This chapter deals about analyzing the problem area of the Domino‘s to get a
clear cut idea about the marketing strategies and the ways of how the
marketing pattern of Domino‘s is.
3. Research Design
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This chapter deals with the methodology in the approach of the study. It
includes all the framing of objectives to fieldwork and analysis, and gives a
detailed description of the research design.
4. Company Profile
This chapter reveals the detailed information about the company along with
the important people, employees, products and services.
5. Data Analysis and Interpretation
This chapter deals with the analysis of the questionnaires used for survey as
a primary source of data.
6. Findings
This chapter is all about what is being analysis from the previous chapter
along with the derivations from the questionnaires.
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CHAPTER- 4
COMPANY PROFILE
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4.1 DOMINO’S PIZZA INDIA

LIMITED
Type Public (NYSE: DPZ)
Industry Restaurants
Founded Ypsilanti, Michigan, U.S. (1960)
Headquarters Ann Arbor, Michigan, U.S.
Key people Tom Monaghan, Founder; J. Patrick Doyle, CEO
Products Pizza, sandwiches, pasta, chicken wings, desserts
Revenue Increase $1.425 billion USD (2008)
Employees 145,000
Website www.dominos.com
Domino's Pizza, Inc. (NYSE: DPZ) is an international pizza delivery

corporation headquartered in Ann Arbor, Michigan, United States. Founded
in 1960, Domino's is the second-largest pizza chain in the United States and
has nearly 9,000 corporate and franchised stores in 60 international markets
and all 50 U.S. states. Domino's Pizza was sold to Bain Capital in 1998 and
went public in 2004. The menu features pizza, pasta, oven-baked
sandwiches, wings, boneless chicken, salads, breadsticks, cheese sticks, and
a variety of dessert items.
Company Background-
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In 1960, Tom Monaghan and his brother, James, purchased Domi Nick's, a
small pizza store in Ypsilanti, Michigan. The deal was secured by a US$75
down payment and the brothers borrowed $500 to pay for the store. Eight
months later, James traded his half of the business to Tom for a used
Volkswagen Beetle. As sole owner of the company, Tom Monaghan
renamed the business Domino's Pizza, Inc. in 1965. In 1967, the first
Domino's Pizza franchise store opened in Ypsilanti. The company logo was
originally planned to add a new dot with the addition of every new store, but
this idea quickly faded as Domino's experienced rapid growth. By 1978, the
franchise opened its 200th store.
In 1975, Domino's faced a lawsuit by Amstar Corporation, maker of Domino

Sugar, alleging trademark infringement and unfair competition. On May 2,
1980, a federal appeals court found in favor of Domino's Pizza.
International Expansion:
On May 12, 1983, Domino's opened it s first international store, in

Winnipeg, Manitoba, Canada. The same year, Domino's opened its 1,000th
store overall, and by 1995, Domino's had 1,000 international locations. In
1997, Domino's opened its 1,500th international location, opening seven
stores in one day across five continents.
Sale of Company:
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The current Domino's menu features a variety of Italian-American entrees

and sides. Pizza is the primary focus, with traditional, specialty and custom
pizzas available in a variety of
crust styles and toppings.
Additional entrees include
pasta bread bowls and oven-
baked sandwiches. The menu
offers chicken side dishes,
breadsticks and salads, as well
as beverages and desserts.
From its founding until the early 1990s, the menu at Domino's Pizza was
kept simple relative to other fast food restaurants, to ensure efficiency of
deliver y. Historically, Domino's menu consisted solely of one pizza in two
sizes (12-inch and 16- inch), 11 toppings, and Coke as the only soft drink
opt ion.
The first menu expansion occurred in 1989, with the debut of Domino's deep
dish, or pan pizza. Its introduction followed market research showing that
40% of American pizza customers preferred thick crusts. The new product
launch cost approximately $25 million, of which $15 million was spent on
new sheet metal pans with perforated bottoms. Domino's started testing
extra-large size pizzas in early 1993, starting with the 30-slice, yard-long
"The Dominator".
Domino's tapped into a market trend toward bite-size foods with spicy
Buffalo Chicken Kickers, as an alternative to Buffalo wings, in August
2002. The breaded, baked, white-meat fillets, similar to chicken tenders, are
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packaged in a custom-designed box with two types of sauce to "heat up" and
"cool down" the chicken.
In August 2003, Domino's announced its first new pizza since January 2000,
the Philly Cheese Steak Pizza. The product launch also marked the
beginning of a partnership with the National Cattlemen's Beef Association,
whose beef Check-Off logo appeared in related advertising. Domino's
continued its move toward specialty pizzas in 2006, with the introduction of
its "Brooklyn Style Pizza", featuring a thinner crust, cornmeal baked in to
add crispness, and larger slices that could be folded in the style of traditional
New York –style pizza.
In 2008, Domino's once again branched out into non-pizza fare, offering
oven-baked sandwiches in four styles, intended to compete with Subway's
toasted submarine sandwiches.
Early marketing for the sandwiches made varied references to its

competition, such as offering free sandwiches to customers named "Jared," a
reference to Subway's spokesman of the same name.
The company introduced its American Legends line of specialty pizzas in

2009, featuring 40% more cheese than the company's regular pizzas, along
with a greater variety of toppings. That same year, Domino's began selling
its Bread Bowl Pasta entree, a lightly seasoned bread bowl baked with pasta
inside, and Lava Crunch Cake dessert, composed of a crunchy chocolate
shell filled with war m fudge. Domino's promoted the item by flying in
1,000 cakes to deliver at Hoffstadt Bluffs Visitor Centre near Mount St
Helens. In 2010, the company changed its pizza recipe "from the crust up",
making significant changes in the dough, sauce and cheese used in their
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Charitable activities
In 2001, Domino's launched a two-year national partnership with the Make-

A-Wish Foundation of America. That same year, the company stores in New
York City and Washington D.C. provided more than 12,000 pizzas to relief
workers following the September 11 attacks on the World Trade Centre and
The Pentagon. Through a matching funds program, the corporation donated
$350,000 to the American Red Cross' disaster relief effort. In 2004,
Domino's began its current partnership with St. Jude Children's Research
Hospital, participating in the hospital's "Thanks and giving" campaign since
it began in 2004, raising more than $1.3 million in 2006.
Advertising and sponsorship
In the 1980s, Domino's Pizza was well known for its advertisements
featuring The Noid. That concept
was created by Group 243 Inc.
who then hired Will Vinton
Studios to produce the television
commercials that they created.
The catch phrase associated with
the commercials was "A the
Noid." Due to a glitch on the Domino's website, the company gave away
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nearly 11,000 free medium pizzas in March 2009. The company had planned
the campaign for December 2008 but dropped the idea and never promoted
it. The code was never deactivated though and resulted in the free giveaway
of the pizzas across the United States after someone discovered the
promotion on the website by typing in the word "bailout" as the promotion
code and then shared it with others on the Internet. Domino's deactivated the
code on the morning of Tuesday, March 31, 2009 and promised to reimburse
store owners for the pizzas.
Domino's sponsored CART's Doug Shierson Racing, which was driven by

Arie Luyendyk, and the team won the 1990 Indianapolis 500. In 2003,
Domino's teamed up with NASCAR for a multi-year partnership to become
the "Official Pizza of NASCAR."Domino's also sponsored Michael Waltrip
Racing and driver David Reutimann during the 2007 season in the NASCAR
Sprint Cup Series.
30-minute guarantee Service
Starting in 1973, Domino's Pizza had a guarantee that customers would

receive their pizzas within 30 minutes of placing an order, or they would
receive the pizzas free. The guarantee was reduced to $3 off in the mid
1980s. In 1992, the company settled a lawsuit brought by the family of an
Indian woman who had been killed by a Domino's delivery driver, paying
the family $2.8 million. In 1993, Domino's settled another lawsuit, this one
brought by a woman who was injured when a Domino's delivery driver ran a
red light and collided with her vehicle. The woman was paid nearly $80
million. The guarantee was dropped that same year because of the "public
perception of reckless driving and irresponsibility", according to Monaghan.
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In December 2007, Domino's introduced a new slogan, "You Got 30

Minutes", alluding to the earlier pledge but stopping short of promising
delivery in a half hour. 30 minutes guarantee for hot and delicious pizza or
free.
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CHAPTER- 5
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DATA ANALYSIS AND

INTERPRETATION
DEFINITION OF ANALYSIS
Analysis is the process of breaking a complex topic or substance
into smaller parts to gain a better understanding of it. The
technique has been applied in formal concept is a relatively recent
development. It is the process of placing data in order form,
combining them with existing information‘s and extracting
meaning from them. Interpretation is the process of drawing;
conclusions from the gathered data in a study.
Analysis methods should be selected on the basis of whether or not

they will be able to effectively answer the evaluation questions
within each evaluation project. There are a number of
considerations when selecting evaluation methods. The first is to
make sure that the methods which are selected are appropriate and
ethical for the groups involved in them. Appropriate ethical
approval processes need to be followed where required and
evaluators need to confirm to appropriate ethical standards.
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Methods selection in evaluation also needs to be very focused on

value for money in terms of the selection of methods. There are
usually limited evaluation resources and they need to be used
wisely. Evaluation methods should be ‗fit for purpose‘ in the sense
that they provide the amount of information required at a level of
certainty which is sufficient for the purpose of the evaluation.
1) Analysis of Table 1:
Love for outdoor eating
PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Yes 80 80%
No 20 20%
TOTAL 100 100%
As per the data analysis, 80 respondents love outdoor eating and 20

respondents like to dine at their homes.
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Love for outdoor eating
20%
Yes
No
80%
INTERPRETATION:
In the first question, we have the assessed the outdoor eating preferences of
our respondents and we interpreted that a majority of 80% respondents
replied that they like eating outdoors.
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50
45
40
35
30
50
25
20
15
20
10 14 16
5
0
Once a week Morethanoncea Once amonth Once a forth night
week
Frequency of visit
INTERPRETATION:
In this question, we have assessed the frequency of visits to Domino‘s

Outlets, and we interpreted that a majority of 50% respondents visit fort
night and 20% respondents visit once a week.
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35%
30%
25%
20% 34%
30%
15%
20%
10% 16%
5%
0%
Domino's Pizza Hut Mc Donald's KFC
Customer Preference
INTERPRETATION:
In the third question, we have analyzed the customer preference in terms of

fast food outlets. From the above graph, we have interpreted that most of the
people that is 34% respondents prefer Domino‘s followed by Pizza Hut
being 30%, Mc Donald‘s 20% and KFC 16%.
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Consistency of taste and quality

Yes 86 86%
No 14 14%
TOTAL 100 100%
As per the data analysis, 86 respondents said there is a consistency of taste

and quality in the food at Domino‘s Pizza, while 14 respondents did not
agree upon this.
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Constency in Taste
14%
Yes
No
86%
INTERPRETATION:
In this question, we have assessed about the taste and quality consistency at
Domino‘s Pizza India Limited, and we interpreted from the above data that
86% respondents feels the same taste and quality every time they visit, while
the rest 14% said that there is bit changes in taste and quality time to time.
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Pricing Satisfaction

Satisfied 55 55%
Very Satisfied 30 30%
Not Satisfied 15 15%
TOTAL 100 100%
As per the data analysis, 55 respondents are satisfied with its price, 30% are
very satisfied, and 15 are not that much satisfied with the pricing.
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Promotional Measures
Very effective Effective Not Effective
10%
40%
50%
INTERPRETATION:
In the seventh question, we have assessed the effectiveness of Domino‘s

promotional measures. From the above chart, we interpreted that 50%
respondents think it was effective while 40% do not think so.
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60
52
50
40
26
30
20
12
10
10
0
Include more Reduce Prices Better Promotion Improve quality
variety
Recommendation to Dominos
INTERPRETATION:
In this question, we have assessed the suggestions and feed back of the
respondents about Domino‘s and we interpreted that a majority of 52%
wants more varieties to be added to the menu, 12% suggests a low price,
10% better promotion and 26% recommend to improve the quality of food.
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Eating Experience
15% 15%
20% Excellent
Very Good
Good
50%
Poor
We have analyzed that 50% respondents has a good eating experience and
15% respondents did not feel a nice experience there.
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Varieties satisfaction
Very Satisfied 70 70%

Satisfied 15 15%
Not Satisfied 15 15%
TOTAL 100 100%
As per data analysis, 70 respondents are very satisfied with the varieties in
menu, 15 are only satisfied, and 15 are not satisfied.
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80% 70%
70%
60%
50%
40%
30% 15% 15%
20%
10%
0%
VerySatisfied Satisfied Not Satisfied
Varieties Satisfaction
INTERPRETATION:
In this question, we have assessed that 70% respondents are very satisfied
with the varieties in food menu, while 15% are not satisfied with those
varieties.
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Awareness of Charity Services
Yes 60 60%
No 40 40%
TOTAL 100 100%
As per data analysis, 60 are aware of the charity schemes while 40 do not
know about the charity schemes of Domino‘s.
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60%
70%
60%
40%
50%
40%
30%
20%
10%
0%
Yes No
Charity Services
INTERPRETATION:
In this question we have assessed the awareness of charity scheme of

Domino‘s among the respondents and 60% result was positive.
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Dining Preference
Dine In 39 39%
Take Away 61 61%
TOTAL 100 100%
As per data analysis, 39 respondents prefer to dine in the domino‘s Outlets

and the rest 61 prefer take away.
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Dining Preference
39%
Dine In
61%
Take Away
INTERPRETATION:
In this question, we have assessed the preference to dine in Domino‘s

Outlets and we interpreted that a majority of 61% prefer take away.
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Home Delivery
Yes 100 100%

No 0 0%
TOTAL 100 100%
As per data analysis, 100 respondents have ordered for home delivery from
Domino‘s Pizza.
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120%
100%
80%
60%
100%
40%
20%
0% 0%
Yes No
Home delivery
INTERPRETATION:
In this question, we have assessed whether the respondents have ever

ordered for home delivery and the result was 100% yes.
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Delivery within 30 minutes
Yes 96 96%
No 4 4%
TOTAL 100 100%
As per data analysis, 96 respondents said that they got the home delivery
within 30 minutes but 4 did not get within that time limit.
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Food Preference
Veg 28 28%
Non- veg 72 72%
TOTAL 100 100%
As per data analysis, 28 respondents said they prefer vegetarian food and 72
prefer Non- vegetarian.
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CHAPTER
FINDINGS OF THE STUDY
• 80% of the customers loved to dine outside their home.
• 50% of the respondents visit Domino‘s once a fort night ,followed by

once a week, once a month and then more than once a week.
• 34% of the respondents prefers Domino‘s, then followed by pizza hut,

Mc. Donald‘s and KFC respectively.
• 86% of the customers felt that the taste and quality of the food at
Domino‘s Pizza remains same, whenever they visit.
• 55% of the customers are followed by the pricing and less than 20%
are not satisfied.
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• 50% of the respondents feel that the promotional measures are

effective only 40% felt that it is not.
• 52% recommended that Domino‘s should include more varieties, then

some of them suggested that there should be reduction in prices, then
26% and 10% suggested that improve in quality and better
promotion should be there.
• 50% consumers are satisfied with the eating experience in Domino‘s

only 15% felt bad about it.
• 70% of the customers are happy with the varieties which are offered
in the menu only 15% was not satisfied.
• The 60% respondents are aware about the charity services which are
taken under by the co. rest of them are in dark.
• 98% customers are satisfied with the hygiene factor at Domino‘s.
• 39% of the respondents feel like to dine in the outlet and the rest of
61% want to take away and enjoy their meal at outside of the outlet.
• 100% respondents ordered for home delivery also in their past.
• 96% of the respondents got their home delivery package within 30

minutes.
• 52% of the respondents feel the ambience of the outlet is good and
rest of them doesn‘t seem to be very happy.
• 72% respondents liked to have non- vegetarian food and only 28%
turned up for vegetarian food in the outlet.
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As per the data analysis, 80% respondents love outdoor eating and 20%
respondents like to dine at their homes.
As per the data analysis, 20% respondents visit once a week, 14% visit more
than once a week, 16% visit once in a month and 50% respondents visits
Domino‘s once a fort night.
As per the data analysis of question 3, 34% prefer Domino‘s, 30%

respondents prefer Pizza Hut, 20% like Mc Donald‘s and the rest 16% go for
KFC.
As per the data analysis, 86% respondents said there is a consistency of taste
and quality in the food at Domino‘s Pizza, while 14% respondents did not
agree upon this.
As per the data analysis, 55% respondents are satisfied with its price, 30%
are very satisfied, and 15% are not that much satisfied with the pricing.
As per the data analysis, 10% respondents think that the promotional
measures of Domino‘s is very effective, 50% think it‘s effective to a certain
extent, while 40% do not the promotional measures effective.
As per the data analysis recommendation to Domino‘s goes like this :

respondents who need more varieties are 52%, who want reduction at the
price are 12% , those who feel that the promotional strategy is not having the
impact are 10% and who desires for quality are 26%.
As per data analysis, the eating experience of 15% respondents was

excellent, 20% was very good, 50% good, and 15% poor.
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As per data analysis, 70% respondents are very satisfied with the varieties in
menu, 15% are only satisfied, and 15% are not satisfied.
As per data analysis, 60% are aware of the charity schemes while 40% do
not know about the charity schemes of Domino‘s.
As per data analysis, 98% respondents said that the Domino‘s Outlets are
hygienic while 2% replied negatively.
As per data analysis, 39% respondents prefer to dine in the domino‘s Outlets
and the rest 61% prefer take away.
As per data analysis, 100% respondents have ordered for home delivery
from Domino‘s Pizza.
As per data analysis, 96% respondents said that they got the home delivery
within 30 minutes but 4% did not get within that time limit.
As per the data analysis, 52% respondents liked the ambience and 48% did
not.
As per data analysis, 28% respondents said they prefer vegetarian food and
72% prefer Non- vegetarian.
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CHAPTER- 7
RECOMMENDATIONS
CONCLUSIONS
➢ Domino‘s should use more aggressive marketing strategy to attract the
customers.
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➢ Domino‘s should introduce some new dishes to pull the customers.
➢ Domino‘s should work out on the ambience more for satisfaction of

the customers.
➢ Domino‘s should charge a little less to capture more market.
➢ Domino‘s should improve his quality of the pizzas to the new heights.
➢ Domino‘s should increase the veg. pizza portfolio also for the veggies.
They should open more outlets in the overcrowded areas.
➢ Domino‘s should use glass tumblers instead of disposable one to serve

the customers.
Washrooms should be maintained properly.
The personnel should be more polite and well informative
➢ Domino‘s floors should be frequently cleaned.
Better air-conditioning can be arranged in the outlet.
Frequent feedbacks should be taken from the customers for regular

improvement.
And last but not the least it should introduce more proper Indian style
pizza to attract more INDIANS.
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ANNEXURE
Questionnaire
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Dear respondent,
I, Hrishikesh Borah student of Dayananda Sagar Junior
Business School, doing my project on“ Consumer Satisfaction in Domino’s
Pizza India Ltd”. I would be grateful to you if you could kindly cooperate
with my work for better of my knowledge.
Name:
Phone no:
1. Do you love eating outdoors?
Yes No
2. How frequently you visit Domino’s?
Once a week More than once a week

Once a month Once a forthnight
3. Which fast food outlets do you prefer the most?
Domino’s PizzaHut Mc.Donalds

KFC
4. Is the quality and taste always the same in Domino’s?
Yes No
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5. Is the prices are satisfactory or not?
Satisfied Very Satisfied Not

Satisfied
6. Are the promotional efforts are good enough to pull the customers?
Effective VeryEffective Not Effective
7. What do you recommend to Domino’s?
Include more Varieties Reduce Price
Better Promotions Improve Quality
8. Experience at Domino’s?
Excellent Very Good

Good Poor
9. Is there enough varieties of food to satisfy you?
Very Satisfied Satisfied Not

Satisfied
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10. Do you aware about the charity services done by Domino’s?
Yes No
11. The food at Domino’s is hygienic?
Yes No
12. Where do you want to dine?
Dine In Take Away
13. Do you ever ordered food for home delivery from Domino’s?
Yes No
14. Is it before 30 minutes?
Yes No
15. How was the ambience in Domino’s?
Good Bad
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16. What kind of food do you prefer?
Veg Non – Veg
BIBLIOGRAPHY
➢ Observation
➢ Individual pre and post program feedback forms
through questionnaires.
➢ Interviewing and mailing
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Text book
• Consumer behavior- Appahnahiah, Reddy & Ramnath
Websites
• www.google.com
• www.dominos.co.in
• www.wikipedia.in
• www.answers.com
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Domino's Project for attention

Masters of Business Administration (Dr. A.P.J. Abdul Kalam Technical University)

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➢ Statement of the problem

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CHAPTER 6 : FINDINGS OF THE STUDY

CHAPTER 7 : RECOMMENDATIONS & CONCLUSIONS

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COLLEGE OF MANAGEMENT STUDIES,

UNDER THE GUIDANCE: SUMITTED BY:

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We hereby declare that the project work, entitled “CONSUMER

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I avail this opportunity to express with immense sincerity, my thanks to the

Date:- NASHRAH ZABI

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Consumer Satisfaction in Domino’s Pizza India Limited

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Consumer Satisfaction in Domino’s Pizza India Limited

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

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Consumer Satisfaction in Domino’s Pizza India Limited

However, with competition hooting up most chains are increasing

Trends in the fast food industry

The industry is estimated to grow at 9-12 per cent, on the basis of an

The Market Scenario

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Consumer Satisfaction in Domino’s Pizza India Limited

with the US being the exemption. According to an A C Neilson study of 28

Percentage of adult population eating at takeaway restaurants at least once

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Consumer Satisfaction in Domino’s Pizza India Limited

It is arguable because most historians and Secondary School textbooks state

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Consumer Satisfaction in Domino’s Pizza India Limited

In the cities of Roman antiquity, much of the urban population living in

PROBLEMS IN THE ORGANISATION

The change was supposed to be completed by February 2003. However,

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Consumer Satisfaction in Domino’s Pizza India Limited

Customer satisfaction, a term frequently used in marketing,

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Consumer Satisfaction in Domino’s Pizza India Limited

satisfaction is defined as "the number of customers, or percentage of total

It is seen as a key performance indicator within business and is part of the

Within organizations, customer satisfaction ratings can have powerful

In researching satisfaction, firms generally ask customers whether their

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Consumer Satisfaction in Domino’s Pizza India Limited

The importance of customer satisfaction diminishes when a firm has

Consumer Satisfaction through Four P’s of Marketing Mix

Marketing Mix refers to the

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Consumer Satisfaction in Domino’s Pizza India Limited

Marketing mix is a term used to describe the combination of the four

Marketing mix represents the total marketing program of a firm. It involves

A product is any good or service that consumers want. It is a bundle of

a) Size and weight of the product

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Consumer Satisfaction in Domino’s Pizza India Limited

Price is an important factor affecting the success of a firm. Pricing