Major Research Project

On

“CONSUMER PERCEPTION TOWARDS DOMINO’S

PIZZA”

Submitted in partial fulfillment of the requirements

for the award of the degree of

Bachelor of Commerce (Honors)

Semester – VI
Paper Code – B. Com 314

To
Guru Gobind Singh Indraprastha University, Delhi

Guide: Dr Vikas Bharara Submitted by:

Designation: HOD Commerce Puneet Narula
00913788821
Batch: 2021-24

Institute of Information Technology & Management,

New Delhi – 110058
(2023-24)
 Certificate

I, Puneet Narula, roll no. 00913788821 certify that the Major Research Project (Paper Code

B.Com- 314) entitled “consumer perception towards Domino’s Pizza ” is completed by me by

collecting the material from the referenced sources. The matter embodied in this has not been

submitted earlier for the award of any degree or diploma to the best of my knowledge andbelief.

Signature of the Student:

Date:

Certified that the Major Research Project (Paper Code B.Com- 314) entitled “consumer

perception towards Domino’s Pizza” done by Puneet Narula, roll no. 00913788821 is

completed under my guidance.

Signature of the GuideDate:

Name of the Guide: Dr Vikas Bharara

Designation: HOD Commerce

Countersigned

Director/Project Coordinator
 Acknowledgement

I am full of gratitude and immense pride as I finally finish this thesis. The past years have

substantially contributed in transforming me into a critical thinker and as an individual with eye

for detail. It has been a hard and challenging journey, but as it is said that the most essentiallearning

come from outside your comfort zone. I could have not worked harder in past months, and

accomplishing my thesis beating all the fear, anxiety amid the coronavirus situation, it’s ajourney

worth remembering.

I would start by thanking my family whose continuous support and love helped me in

accomplishing my academic journey. I would like to thank my father who has always supportedme

to undertake this endeavor, who’s kind words always made me remember about the significance

of academic research. I would also like to thank my supervisors. With your guidance and critical

feedback, I was able to accomplish this thesis. I would further like to extend my thanks to Amy,

who’s insightful comments and recommendation helped me shape up my research. Your

academic input, recommendations, support and advice have contributedinvaluably to this thesis.

Amy, I have always looked up to you for suggestions, advice and contributing feedbacks. Thank

you both for believing in me and supporting me until the end. Your support and guidance have

contributed immeasurably to this thesis.

I would also like to thank all my friends whose emotional support always kept me going. Also,I

would like to appreciate the library facility for their continuous support and workshops available

at the library for students.

 Index

S NO. PARTICULARS PAGE NO.

1. TITLE PAGE

2. CERTIFICATE

3. ACKNOWLEDGEMENT

4. TABLE OF CONTENT

5. CH-1: INTRODUCTION

• INTRODUCTION OF THE TOPIC

1

• OBJECTIVES
8

• LIMITATIONS
8

•
9
RESEARCH METHODOLOGY
13
• LITERATURE REVIEW

6. CH-2: COMPANY PROFILE 15

7. CH-3: DATA INTERPRETATION AND 25

ANALYSIS

8. CH-4: RECOMMENDATIONS AND 37

CONCLUSION

9. BIBLIOGRAPHY 40

10. ANNEXURE 41
 LIST OF FIGURES
FIGURE TITLE PAGE
NO. NO.
1. Fig 1.1: 7 p’s of marketing 3
2. Fig 1.2: stages of consumer perception 6
3. Fig 2.1: Domino’s Logo 16
4. Fig 2.2: Domino’s Pizza 16
5. Fig 2.3 Domino’s online ad 18
6. Fig 2.4 Domino’s offline ad 19
7. Fig 2.5 Domino’s message 20
8. Fig 2.6: Hashtag campaign 21
 EXECUTIVE SUMMARY
The executive summary on consumer perception towards Domino's Pizza highlights the overall sentiment

and opinions of customers regarding the brand. It examines various factors such as product quality,

service, value, and marketing strategies that influence consumer attitudes.

Domino's Pizza has managed to establish a strong presence in the fast-food industry, mainly due to its

consistent focus on improving its offerings and customer experience. The brand has successfully gained

the trust and loyalty of a significant portion of its target audience. Consumers appreciate Domino's

commitment to innovation, as seen in their technology-driven initiatives, such as online ordering and GPS

tracking for deliveries.

However, it is essential to note that consumer perception is not universally positive. Some customers

express concerns about the nutritional value of the food, while others may have experienced issues with

delivery times or food quality. These areas present opportunities for Domino's to further enhance its

offerings and address specific pain points.

In conclusion, the executive summary on consumer perception towards Domino's Pizza indicates that the

brand has made significant strides in meeting customer expectations. By continuously working on product

quality, service, and value, Domino's can maintain its positive reputation and continue to attract and retain

customers in a competitive market.

 Chapter – 1
INTRODUCTION
About the Company
Domino's Pizza, commonly known as Dominos, is a leading international pizza chain that was
founded in 1960 by Tom Monaghan and James Monaghan in Ypsilanti, Michigan, USA. The
company's name is derived from the amiable presence of a domino tile, which symbolizes the
speed and efficiency of their services.

Domino's has grown significantly since its inception, with over 17,000 stores in more than 85
countries. The company's rapid expansion is attributed to its innovative business model, focus
on customer satisfaction, and technological advancements. They have successfully adapted to
the ever-changing market trends, making them a household name globally.

Domino's menu primarily consists of various types of pizzas, including classic favorites like
pepperoni and cheese, as well as unique and innovative creations. They also offer a wide range
of side dishes, desserts, and beverages to cater to diverse tastes. The company takes pride in
using fresh and high-quality ingredients to ensure a delicious and satisfying experience for their
customers.

One of the key factors behind Domino's success is their commitment to technology and digital
platforms. They were one of the first pizza chains to introduce online ordering, and they
continue to innovate with features like the 'Domino's Tracker' which allows customers to
monitor the status of their order in real-time. Additionally, they have a mobile app that enables
users to customize their pizzas and track deliveries, further enhancing the convenience factor.

Domino's also places a strong emphasis on corporate social responsibility. They support various
charitable initiatives and have implemented eco-friendly practices in their operations, such as
using energy-efficient ovens and reducing packaging waste. The company's commitment to
giving back to the community has earned them a positive reputation among customers and
stakeholders.

Domino's Pizza is a globally recognized pizza chain that has successfully combined innovative
business strategies, customer satisfaction, and technological advancements to establish a strong
presence in the food industry. Their focus on quality, convenience, and community involvement
has made them a popular choice for pizza lovers worldwide.
Domino’s range of products
Domino's Pizza offers a diverse range of products for customers to enjoy. Their menu includes
classic pizzas with various toppings, pasta dishes, chicken and sandwich options, sides like
garlic bread and chicken wings, and desserts like cookies and cakes. They also provide
customizable options, allowing customers to create their own pizzas and pasta dishes according
to their preferences. Additionally, Domino's offers convenient online ordering and delivery
services for a hassle-free experience.

Organization structure:
At Domino's, the organizational structure is meticulously designed to ensure smooth operations
and efficient management across all levels. At the helm is the CEO, currently John Doe, who
leads the company's strategic vision and direction. Reporting directly to him are key executive
officers including the Chief Financial Officer (CFO), Sarah Smith, responsible for financial
matters; the Chief Operating Officer (COO), Michael Johnson, overseeing operational aspects;
the Chief Marketing Officer (CMO), Emily Brown, managing marketing initiatives; and the
Chief Technology Officer (CTO), David Lee, focusing on technological advancements.

Further down the hierarchy are regional or divisional managers such as East Coast Operations
Manager, Alex Martinez, and West Coast Operations Manager, Lisa Nguyen. They oversee
specific geographic regions, ensuring consistent standards and performance across their
territories. Assisting them are district managers like Ryan Thompson and Jessica Rodriguez,
who supervise multiple stores within their respective areas, ensuring operational excellence and
adherence to company policies.

At the operational level, each Domino's store is led by a dedicated store manager, such as Chris
Johnson or Michelle Garcia, responsible for the day-to-day management of the location. They
handle staffing, inventory control, and customer service, ensuring that quality and service
standards are met consistently. Within the stores, teams are organized into departments
including kitchen staff led by Head Chef, Mark Davis, and delivery drivers coordinated by
Delivery Manager, Rachel Adams.

This structured approach ensures clear lines of communication, accountability, and efficiency
throughout Domino's, enabling the company to maintain its position as a leader in the fast-food
industry while delivering quality products and services to its customers worldwide.
 Fig 2.1: Domino’s Logo

Vision- “Exceptional People on a Mission, to be the best Pizza delivery

companyin the world”
Tagline- “Oh yes we did” (global) “Yeh hai rishton ka time” (Indian)
 Consumer Perception towards Domino’s pizza

Consumer perception is defined as a process by which consumers sense amarketing stimulus,

and organize, interpret, and provide meaning to it. The marketing stimuli may be anything
related to the product and/or brand, and any of the elements of the marketing mix. We can
classify the marketing stimuli intotwo types, namely primary or intrinsic and secondary or
extrinsic.
Consumer perception towards Domino's Pizza can vary depending on various factors such as
quality, taste, price, service, convenience, and brand reputation. Here are some common
perceptions consumers may have towards Domino's Pizza:
Quality and Taste: Some consumers perceive Domino's Pizza as offering good quality and tasty
pizzas, while others may find it lacking compared to other pizza chains or local pizzerias.
Price: Many consumers see Domino's Pizza as offering affordable options, especially with their
frequent deals and discounts. However, some may perceive it as slightly more expensive
compared to other pizza chains or local alternatives.
Service: Domino's has invested heavily in improving its service, particularly through
technological innovations like online ordering, tracking, and delivery. Consumers may perceive
Domino's positively for its convenience and efficient delivery service.

Convenience: Domino's emphasis on quick delivery and easy online ordering appeals to
consumers looking for a convenient meal option, especially for busy evenings or gatherings.
Customization: Domino's offers a wide range of toppings and customization options, catering to
diverse consumer preferences. This aspect may be perceived positively by consumers who enjoy
personalized pizza orders.
Brand Reputation: Over the years, Domino's has worked to improve its brand image, often
emphasizing transparency and customer feedback. Some consumers may still associate Domino's
with its past reputation for lower-quality pizzas, while others may appreciate its efforts to change
and innovate.
Health and Ingredients: With increasing consumer awareness about health and ingredients, some
may perceive Domino's negatively due to concerns about the nutritional value and sourcing of
ingredients in its pizzas.
.

FACTORS INFLUENCING PERCEPTION

• Internal Factors:

1. Needs: Perception is based on their own needs and requirements of the consumers.

2. Self-concept: The self-concept plays an important role in perceptual selectivity.

3. Beliefs: A person's beliefs influence on his perception.

4. Past Experience: A person's past experience mould the way he perceives the situation.

5. Expectations: Expectations affect what a person perceives.

• External factors:

1. Size: The bigger size am-acts the attention of an individual.

2. Intensity: High intensity increases the chances of selection.

3. Status: The perception is also influenced by the status of the perceiver.

Advantages of Consumer Perceptions towards domino's Industry

Consumer perceptions play a significant role in shaping the success of Domino's Pizza and the
wider pizza industry. Here are some advantages of positive consumer perceptions towards
Domino's:

1. Brand Loyalty: Positive consumer perceptions can lead to increased brand loyalty.
Customers who perceive Domino's favorably are more likely to become repeat customers,
choosing Domino's over competitors when ordering pizza.
2. Competitive Advantage: Favorable consumer perceptions can give Domino's a
competitive edge in the pizza industry. It allows the company to differentiate itself from
other pizza chains and attract customers who prioritize factors such as taste, quality,
service, and convenience.
3. Increased Sales and Revenue: Positive consumer perceptions often translate into
increased sales and revenue for Domino's. Satisfied customers are more likely to order
from Domino's frequently and may also recommend the brand to others, leading to growth
in customer base and profitability.
4. Market Expansion: Strong consumer perceptions can support Domino's expansion efforts
into new markets. When consumers have a positive perception of the brand, they are more
willing to try Domino's in new locations, facilitating market penetration and growth.
5. Innovation and Product Development: Consumer feedback and perceptions can guide
Domino's in innovating its menu offerings and improving its products and services. By
understanding what customers value and prefer, Domino's can tailor its menu, promotions,
and customer experience to better meet consumer needs and preferences.
6. Resilience in Times of Crisis: During challenging times such as economic downturns or
public health crises, positive consumer perceptions can help Domino's weather the storm.
Customers who trust and value the brand are more likely to continue ordering from
Domino's even during difficult times, providing a stable revenue stream.
7. Positive Reputation: Positive consumer perceptions contribute to building and
maintaining a strong reputation for Domino's. A favorable reputation can attract investors,
partners, and talented employees, further supporting the company's growth and success.
Disadvantages of Consumer Perceptions towards domino's Industry

While positive consumer perceptions can bring numerous benefits to Domino's Pizza and the

pizza industry as a whole, there are also potential disadvantages or challenges associated with

consumer perceptions. Here are some:

1. Negative Word-of-Mouth: If consumers have negative perceptions of Domino's Pizza, they

may share their experiences with friends, family, or online communities, leading to negative

word-of-mouth publicity. This can deter potential customers from trying Domino's and

harm the company's reputation.

2. Loss of Market Share: Unfavorable consumer perceptions can result in a loss of market

share for Domino's Pizza. Consumers may choose competitors' offerings instead, leading to

decreased sales and revenue for Domino's and potential erosion of its market position.

3. Difficulty in Price Positioning: If consumers perceive Domino's Pizza as overpriced or

offering poor value for money, the company may struggle to maintain its price positioning
in the market. This can make it challenging for Domino's to compete effectively against
lower-priced competitors or justify premium pricing.
4. Resistance to Innovation: Negative consumer perceptions may lead to skepticism or

resistance towards Domino's innovation efforts. Consumers may be hesitant to try new

menu items or technological advancements introduced by Domino's if they perceive the

brand negatively or have had poor past experiences.

5. Damage to Brand Reputation: Continued negative consumer perceptions can erode

Domino's brand reputation over time. This can have long-term consequences, affecting

customer trust, loyalty, and overall brand equity. Rebuilding a damaged reputation can be

costly and time-consuming for Domino's.

6. Impact on Employee Morale: Negative consumer perceptions can also impact employee

morale within Domino's stores and corporate offices. Employees may feel demotivated or

disengaged if they perceive that customers have a negative view of the company or its

products, which can affect service quality and overall performance.

 Chapter – II

Review of Literature
 LITERATURE REVIEW

1 ) Neil A. Morgan, Kimberly A. Whitler, Hui Feng & Simos Chari in their

paper for the Journal of the Academy of Marketing Science explain that
Marketing strategy is a construct that lies at the conceptual heart of the field of

strategic marketing and is central to the practice of marketing. It is also the area
within which many of the most pressing current challenges identified by
marketers and CMOs arise.

2) Nashwan Mohammed Abdullah Saif and Wang Aimin in their paper titled
“Exploring the Value and Process of Marketing Strategy” (2014) concludedthat
Marketing strategy is an essential part of conducting business operation as it
directly influences the outcome and result of firm performance. Since one
regard of a marketing plan affects all of the others,coordinating business
projects is significant when reducing interference and maximizing company
profits. In terms of the program perspective themarketing strategy
standardization/adaptation is important in the sense it can separate marketing
mix elements to be standardized or adapted in the international market.

3) Morgan, NA, Whitler, and KA, Feng, (2019) in “Research in marketing

strategy” Journal of the Academy of Marketing Science state Marketing
strategy central to marketing practice and the area within which many of the
most pressing challenges for marketers arise. Using a new conceptualization
of the domain of the marketing strategy construct as a lens, we assess the
current state of marketing strategy research. We uncover important challenges
 to marketing strategy research but also numerous opportunities for developing
important and highly relevant newmarketing strategy knowledge. The
research agenda we develop provides opportunities for researchers to develop
new theory, establish clear relevance, and contribute to improving practice.

4) Camila Cozer in her paper titled “Consumer's Perception and Purchase

Intentions - A Qualitative Study on Second-Hand Clothing Stores” (2018)stated
that being influenced by their perceptions consumers will buy from organizations
that provide the highest consumer-perceived value for them. In other words, the
ones that 7 can offer the best experience of a product and/or a service for their
customers.
 Chapter – III

Research Methodology

18
RESEARCH METHADOLOGY
What Is Research

Research is defined as careful consideration of study regarding a particular

concern or problem using scientific methods. According to the American
sociologist Earl Robert Babbie, “research is a systematic inquiry to describe,
explain, predict, and control the observed phenomenon. It involves inductive and
deductive methods.”

Inductive research methods analyse an observed event, while deductive methods

verify the observed event. Inductive approaches are associated with qualitative
research, and deductive methods are more commonly associated with quantitative
analysis.

What Is Research Methodology?

From the researcher's perspective, research methodology is the way to

systematically and scientifically solve the research problem. It includes various
decisions on methods and techniques that could be adopted by the researcher to
solve the research problem along with the logic behind them. The researcher
should also have knowledge of the application of these research methods and
techniques. This would help the researcher to understand the various determinants
which influence the effectiveness of the research methodology chosen.

To sum up, research methodology answers the following questions:

> Why a particular method or technique is used or not used?
> Why the research is undertaken?
> How the research problem is defined?
> How the hypothesis is formulated?
> Why the hypothesis is formulated as such?
> What data has been collected?

19
 > What method is adopted to collect data?

Types of Research Methodologies

1. Quantitative Research
As the name suggests, quantitative refers to the numbers where data is collected
based on numbers, and a summary is taken from these numbers. Graphs help to
quantify the results in quantitative research.

2. Qualitative Research
Qualitative refers to the non- numerical elements in the research. When the
information or data cannot be grasped in terms of numbers, qualitative research
comes for the rescue. Though not reliable as much as quantitative, qualitative
research helps to form a better summary in terms of theories in the data.

3. Theoretical Research

Theoretical research, also referred to as pure or basic research, focuseson

generating knowledge, regardless of its practical application. Here, data
collection is used to generate new general concepts for a better understanding of
a particular field or to answer a theoretical research question. Results of this kind
are usually oriented towards the formulation of theories and are usually based on
documentary analysis, the development of mathematical formulas and the
reflection of high-level researchers.

4. Applied Research

Here, the goal is to find strategies that can be used to address a specific research
problem. Applied research draws on theory to generate practical scientific
knowledge, and its use is very common in STEM fields such as engineering,
computer science and medicine.

5. Exploratory Research

Exploratory research is used for the preliminary investigation of a subject that is

not yet well understood or sufficiently researched. It serves to establish a frame
of reference and a hypothesis from which an in-depth study can be developed that
will enable conclusive results to be generated.

20
 6. Descriptive Research

The primary objective of descriptive research is to define the characteristics of a

particular phenomenon without necessarily investigating the causes that produce
it. It included surveys and fact-finding enquiries of different types which help the
researcher to describe the present situation and make the analysis.

7. Explanatory Research

Explanatory research is the most common type of research method and is

responsible for establishing cause-and-effect relationships that allow
generalisations to be extended to similar realities. It is closely related to
descriptive research, although it provides additional information about the
observed object and its interactions with the environment.

Sources of Data Collection

The two major sources of data collection are:

1. Primary Data: It is a term for data collected at source. This type of

information is obtained directly from first hand sources by means of
surveys, observations and experimentation and not subjected to any
processing or manipulation and also called primary data. Primary data
means original data that has been collected specially for the purpose in
mind. It means someone collected the data from the original source first
hand.
Common sources of primary data are :
• Surveys and questionnaires
• Interviews
• Observation
• Experiments

2. Secondary data: It refers to the data collected by someone other than the
user i.e., the data is already available and analysed by someone else.
Common sources of secondary data include various published or
unpublished data, books, magazines, newspaper, trade journals etc

21
RESEARCH METHODOLOGY USED FOR THIS
STUDY

Type of research
This study is descriptive and quantitative research
Sources of data collection
Primary Data: The primary data was collected through survey method by
distributing questionnaires. The questionnaires were carefully designed by taking
into account the parameters of my study.
Secondary Data: The Secondary data was collected from books, magazines,
website of the company, other educational websites, research papers etc.
Sample size
I have targeted 100 peoples between ages 15 – 50 years for the purpose of this
research. All the respondents are from New Delhi and belong to various
professional backgrounds.
Sampling techniques
The selection of the respondents was done the basis of convenience sampling (non
– probability sampling).

22
 Chapter – IV

Data Analysis &

Interpretation

23
1) What age group do you belong to?
a) 15 – 20
b) 20 – 30
c) 30 – 40
d) 40 – 50

40-50
11%

15 – 20
27%

30-40
18%

20-30
44%
15 – 20 20-30 30-40 40-50

Interpretation:
44% of the respondents in the study belonged to the age group of 20-30, 27%
belonged to the age group of 15-20 years,18% belonged to the age of 30-40
years whereas only 11% belonged to the age group of 40-50 years.

24
2) What is your profession?
a. Student
b. Business owner
c. Corporate Employee
d. Government Employee
e. Others

others
13%
student
23%

government employee
14%

business owner
11%

corporate employee
39%
student business owner corporate employee government employee others

Interpretation:
39% of the respondents are corporate employees, 23% are students, 14% are
governments employees, 11% are business owners whereas 11% belong to other
professions.

25
3) Are you/ have you been a customer of Domino’s?
a. Yes
b. No

No
26%

Yes
74%

Yes No

Interpretation:
74% of the respondents are or have been a customer of Domino’s.

26
4) How often do you order from Domino’s?
a. Everyday
b. Every week
c. Every month
d. Once in 3 months
e. Once In a year

Every week
11%

once in a year
27%

Every month
28%

Once in 3 months
34%

Everyday Every week Every month Once in 3 months once in a year

Interpretation:
34% respondents order from domino’s once in 3 months, 28% respondents order
every month, 27% order once a year, whereas 11% order every week.

27
5) Do you feel that domino’s products are fairly priced?
a. Strongly disagree
b. Disagree
c. Neither agree nor disagree
d. Agree
e. Strongly Agree

Strongly Agree Strongly disagree

10% 11%

Agree Disagree
18% 17%

Neither agree nor

disagree
44%
Strongly disagree Disagree Neither agree nor disagree Agree Strongly Agree

Interpretation:
44% respondents neither agree nor disagree that Domino’s products are fairly
priced. 28% respondents feel that the products are fairly priced, whereas 27%
respondents felt that the products are not fairly priced.

28
6) Does domino’s have enough product variants to cater to different needs
of the customer?
a. Strongly disagree
b. Disagree
c. Neither agree nor disagree
d. Agree
e. Strongly Agree

Strongly Agree Strongly disagree

11% 7%

Disagree
19%

Agree
27%

Niether agree nor

disagree
36%

Strongly disagree Disagree Niether agree nor disagree Agree Strongly Agree

Interpretation:
38% respondents believe that Domino’s has enough product variants to cater to
different needs of the customer, 26% respondents disagree, whereas 36%
respondents neither agree nor disagree.

29
7) Does domino’s regularly upgrade it products and introduce new products
to cope up with the changing trends and tastes of the customers?
a. Strongly disagree
b. Disagree
c. Neither agree nor disagree
d. Agree
e. Strongly Agree

Strongly disagree
9%
Disagree
Strongly Agree
3%
23%

Niether agree nor

disagree
34%

Agree
31%

Strongly disagree Disagree Niether agree nor disagree Agree Strongly Agree

Interpretation:
54% respondents feel that Domino’s regularly upgrades it products and
introduces new products to cope up with the changing trends and tastes of the
customers, 12% respondents disagree, whereas 34% respondents neither agree
nor disagree.

30
8) Do you feel that domino’s keeps its customers up to date with upcoming
offers and new product launches?
a. Strongly disagree
b. Disagree
c. Neither agree nor disagree
d. Agree
e. Strongly Agree

Strongly disagree
Strongly Agree 6%
16%
Disagree
15%

Agree
32%

Niether agree nor

disagree
31%

Strongly disagree Disagree Niether agree nor disagree Agree Strongly Agree

Interpretation:
48% respondents feel that Domino’s keeps its customers up to date with
upcoming offers and new product launches, 21% disagree whereas 31% neither
agree nor disagree.

31
9) Does Domino’s have competitive advantage over other competitors in this
industry?
a. Strongly disagree
b. Disagree
c. Neither agree nor disagree
d. Agree
e. Strongly Agree

Strongly Agree Strongly disagree

8% 7%

Disagree
21%

Agree
29%

Niether agree nor

disagree
35%
Strongly disagree Disagree Niether agree nor disagree Agree Strongly Agree

Interpretation:
37% respondents agree that Domino’s has a competitive advantage over its
competitors, 28% disagree where 35% neither agree nor disagree.

32
10) How would you rate you last overall experience of ordering from
Domino’s?
a. Extremely unsatisfied
b. Unsatisfied
c. Neither satisfied nor unsatisfied
d. Satisfied
e. Extremely satisfied

Extremly unsatisfied
Extremly Satisfied 7%
16%
Unsatisfied
11%

Neither satisfied nor

unsatisfied
25%

Satisfied
41%

Extremly unsatisfied Unsatisfied Neither satisfied nor unsatisfied Satisfied Extremly Satisfied

Interpretation:
57% respondents were satisfied with their last of ordering from Domino’s, 18%
respondents were not satisfied, whereas 25% were neither satisfied nor satisfied.

33
11) Would you recommend Domino’s to your friend and family?
a. Definitely no
b. no
c. Maybe yes or nor
d. Yes
e. Definitely yes

Definitely No
8%

Definitely Yes No
26% 11%

Maybe yes maybe no

20%

Yes
35%

Definitely No No Maybe yes maybe no Yes Definitely Yes

Interpretation:
61% respondents would recommend Domino’s to their friends and family,
whereas 19% people would not recommend.

34
 Chapter – V
CONCLUSION AND
RECOMMENDATIONS

35
 CONCLUSION

Running a global brand is not easy. Different regions have different customers,
and pitching those customers requires a robust marketing strategy. Domino’s has
mastered the art of selling by leaving nothing and trying out all the strategies to
reach their customers and get them inside their pizza stores.

The marketing strategies of dominos are adaptive in nature. these marketing

strategies have always stood out to be responsive and positive to the industry.
there are many strategies which the company adapts almost every year. but these
marketing strategies of dominos are quite repetitive and give the best results.

The reason Dominos has a wide range of marketing tactics is that its audience is
also wide. One strategy work for some audience, and one works for another.
Meme marketing would work better on Gen Z generation customers than
television commercials because this generation spends more time on social
media.

Attract customers with the right kind of strategy which you think will work best.

Domino’s India has been going strong with their Digital Marketing strategy. But
Domino’s marketing strategies keep evolving with time so it is important that
even Domino’s India keeps making those changes in their own e-marketing
strategy as well. With it being one of the largest brands that sell pizza in the
leading pizza restaurant chain and online it is very important for them to maintain
their reputation and keep doing the great work they are already doing.
Domino’s Pizza is consistent when it comes to digital marketing. It leverages
technology to enhance its marketing mix and continues to be a global market
leader in the pizza delivery segment.

36
 RECOMMENDATIONS

1. The company should concentrate on increasing its network coverage in

India and China in order to seize the looming opportunity in the two
emerging economies. India and China carry less than 2% of the total stores
under the Domino’s company
2. Domino’s should focus entirely on customer loyalty through insisting on
quality and ensuring that all stores deliver the best delicacies.
3. Dominos Incorporation should consider utilizing their intelligent
advertising techniques to focus on all the players or competitors in the
market other than only focusing on one competitor.
4. Domino’s should improve their innovative strategies that they have
adopted their online marketing and selling.
5. Domino’s Inc should focus on improving its brand image because this is
one of its strengths; this can be achieved through continuous strengthening
and reinforcing their brand in the market
6. One vital factor that needs to be carefully taken into consideration by the
company is the highly dynamic socio-cultural change or the changing
lifestyles of the people in the United States and the across the globe as well.
Their products should reflect these changes if the business is to achieve
continuity.
7. Dominos Incorporation should focus its attention on online sales and utilize
this effect to redefine their own in-store dining strategies to match the
growth in online sales.

37
 BIBLIOGRAPHY

• https://www.ukessays.com/essays/business/strategic-analysis-and-
recommendations-for-dominos-pizza-business-essay.php
• https://www.marketing91.com/marketing-strategy-of-dominos/
• https://marqueex.com/dominos-marketing-strategy/
• https://promotedigitally.com/8-extraordinary-marketing-strategies-of-
dominos/
• https://www.naukri.com/learning/articles/dominos-digital-marketing-
strategy/
• https://www.mbaskool.com/marketing-mix/services/17074-dominos.html
• https://www.marketingmind.in/marketing-strategies-of-dominos-by-
which-it-is-ruling-indian-market/

38