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Marketing Problem To conduct a feasibility study for opening up a Domino's Pizza outlet at IIT Kanpur campus.

. Marketing Research Problem To understand the food habits and preferences of students of IIT Kanpur. To estimate the potential market for a fast food joint like Domino's Pizza

To understand the parameters that are important

to customers when eating out To understand general spending habits To understand the perception about Domino's Pizza in the minds of IIT Kanpur students

IITK houses 3500 students,(90% males) Residents are from diverse cultural backgrounds Various food joints available at IITK:

Hall canteens Campus restaurant Shopping complex CC Canteen IME canteen MT

Phase I: Qualitative study 7 In-depth Interviews lasting 1-1.5 hour. 2 Focus Group Discussions with 8 members each.

Phase II: Descriptive Research using quantitative study. Target Population: - The students of IIT Kanpur Sampling Technique: -Two stage method ,Quota followed by Convenience sampling Intercept Points : - Hall canteens of hostels 1, 4, 6 and GH, campus food outlets like CC Canteen, IME Canteen Sample Size Target 80 respondents(72 Males,8 Females) Actual 75 Respondents(61 Males,14 Females)

Mess v/s Canteen Price Sensitivity Regional Preferences Conveyance Perception of Fast Food

Collection and coding of data.

Questionnaire
Tool: MS Excel SSPS

Frequency Calculation

H0 = Residents of IIT Kanpur are not variety seeking.

H1= Residents of IIT Kanpur are variety seeking.

48% of the respondents

feel that the quality of food is good 45% of them feel that its average Most of the candidates (96%) not unhappy with the food

Opinion of the Food in the campus


0% 4% 3%

Very Good Good 45% 48% Average Bad Very Bad

Previous chart shows

Need for another outlet

students to be happy with present facilities Yet 68% of the respondents feel a need for another outlet

Can't say 13% No 19% Yes 68% Yes No Can't say

Hence null hypothesis

rejected.

Hygiene (93%)

Taste (83%)
Variety (50%) Service (47%)

Price (38%)
Ambience (24%)

Over 60% of respondents

Average Daily Expenditure

have average daily expenditure greater than Rs.16 63% of respondents feel that Domino's Pizza is not over priced
37%

31-45 11%

>45 9%

0-15 32%

0-15 16-30 31-45 >45

16-30 48%

Perception about McDonalds Pricing

Under Priced Economically Priced 54% 9% Over Priced

Equal Preferences to both

Location Preference
GTRoad 7% 11% 3% 16% 3% 30% 30% Park MT Shopping Center Academic Area SAC Other

Academic Area & Shopping Center(30% each)

Frequency of Visit to Domino's Pizza Last Semester vis--vis daily expenditure on food
Frequency/ Expenditure
0-15

1-3

>3

TOTAL

45.5

45.5

100

16-30
31-45 >45

32.5
20 0

56.5
80 60

11
0 40

100
100 100

Expected no. of Visits at Domino's Pizza vis--vis daily expenditure on food


Expected Frequency/ Expenditure
0-15 16-30 31-45 >45

>Week

Weekly

Fortnight

Once in a month

Never

13.6 21.6 20.0 10.0

36.4 29.7 20.0 70.0

22.7 24.4 40.0 20.0

27.3 21.6 0 0

0 2.7 20.0 0

Expected Revenue
Frequen >week cy/ Expendi ture 0-15 16-30 31-45 >45 270 2160 450 630 Weekly Fortnig ht Once in Never a month 45 180 0 0 0 0 0 0 Total (in Rs.)

240 990 150 1470

75 405 150 210

630 3735 750 2310

Expected Revenue from our Sample 7425

Monthly expenditure range 0-450 450-900 900-1350 >1350

Average monthly expenditure 225 675 1125 1575

Number of respondents 22 37 5 10

Total expenditure (Rs.) 4950 24975 5625 15750 51300

Market share = 7425/51300 = 14.5%

Domino's Pizza should open an outlet at IIT Kanpur

campus It should be a full fledged outlet. The outlet should be located in the Shopping Center or Academic Area

Sample size of 7 is small. The duration of interview varied across the sample.

Possibility of the interpreters bias or moderator bias


Although care was taken that the sample is a

representation of IIT Kanpur residents in terms of sex, under-graduates , post-graduates it may not be the true representation of the population.

Non-probabilistic technique of convenience

sampling used which can skew the analysis. The sample size was not statistically computed but was chosen on the discretion of the group. It was assumed that the sample is representative of the population. The group assumed that the respondent would rationally and patiently fill up the questions. Since there were no incentives given for filling up the questionnaire our assumption might not be valid.