A study of

Customer Satisfaction Level

of Pizza Hut in
Ahmedabad
 Introduction
• This study is primarily intended to oversee and evaluate
the customer satisfaction level of Pizza Hut as a brand of
new generation food item viz. “Pizza” in Ahmedabad.
• The people of this city have been known for their taste
for foods.
• "Food is the nucleus of all activities in Amdavad and
Amdavadis eat and serve to their heart’s content“.
• Culture and cuisine are two highlights of the city of
Ahmedabad.
• Food is so large a preoccupation that places in New
Ahmedabad are actually known by the restaurants
located in the area.
• Eating out is the most popular form of entertainment and
has been en vogue since times immemorial.
• In the past, Manek Chowk was the prime area for eating
out.
• In the past there was no concept of restaurants and
street fare was the order of the day. Then slowly the
restaurant concept settled in.
• Among the famous eating out places in Ahmedabad are
Chandravilas, Chetna, Khau Gali, Vishala, Agashiye, etc.
 Indian Food Industry
 India is the world's second largest producer of food next
to China.
 The total food production in India is likely to double in the
next ten years and there is an opportunity for large
investments in food and food processing technologies,
skills and equipment.
 India is one of the world’s major food producers but
accounts for less than 1.5 per cent of international food
trade.
 The Indian food industries sales turnover is Rs. 1,40,000
crore annually as at the start of year 2000.
 Indian Food Processing Industry
 The Ministry of Food Processing estimates the size of
the Food Processing Industry at Rs. 3150bn (US$70bn),
including Rs. 990bn (US$22bn) of value added products.
 The Food Processing Industry is estimated to grow at 9-
12%, on the basis of an estimated GDP growth rate of 6-
8%, during the tenth plan period.
 The industry employs 1.6mn workers directly.
 The total size of the Indian snack food market is at an
estimated over 4,00,000 tons in volume terms and Rs.
100bn in value terms and is growing at over 10% for the
last three years (2000-2003).
 History of Pizza
 Pizza is a baked pie of Italian origin consisting of a
shallow bread-like crust covered with seasoned tomato
sauce, cheese, and often other toppings such as
sausage or olive.
 The common belief is that Italians invented the pizza;
however the origins go back to the ancient times.
 it is known the Babylonians, Israelites, Egyptians and
other ancient Middle Eastern cultures were eating flat,
un-leaven bread that had been cooked in mud ovens.
 it is known that ancient Mediterranean people such as
the Greeks, Romans and Egyptians were eating the
bread, topped seasoned with olive oil and native spices.
 It's fairly well established that the
first pizza as we know it today was
created by a man named Raffaele
Esposito from Naples, Italy in 1889
for Umberto I, King of Italy, and his
wife, Queen Margherita di Savoia.
 The king and Queen liked the pizza
so much that word quickly reached
the masses.
 As the years passed and the turn
of the century came about, Italian
immigrants brought this recipe with
them to America.
 Fast Food Facts
 Did you know there are nearly 3,000 fast food
restaurants in Ahmedabad?
 Fast food is popular because, they are convenient,
predictable and fast.
 Fast food has become a part of the busy human lifestyle.
 But, nutrition experts point out; fast food is often high in
calories, sodium, fat and cholesterol.
Pizza Hut - History
 1958: The legacy of Pizza Hut
began, when two college-aged
brothers from Whichita, Kansas,
Frank and Dan Carney opens
first Pizza Hut restaurant after
borrowing $600 from their
mother.
 1959: Pizza Hut is incorporated
in Kansas and the first franchise
unit opens in Topeka, Kansas.
 1968: International market
entered with opening of Pizza
Hut restaurant in Canada.
 1969:Red roof adopted for
restaurants.
 1972:Pizza Hut, Inc. listed on
New York Stock Exchange
under the symbol PIZ.
 1977:Pizza Hut, Inc.
stockholders overwhelmingly
approve merger with PepsiCo,
Inc. for an undisclosed sum.
 1986:Delivery service, as a new
concept, is initiated.
 1996:Pizza hut comes to India
with a dine in restaurant Banglore
that has special vegetarian
pizzas.
 1997:Pizza hut opens a dine-in
restaurant in Delhi.
 1999:Pizza Hut opens its first
pure veg. restaurant in
Ahmedabad at Navarangpura.
 2005:Second branch opens in
Ahmedabad at S.G. highway.
 SWOT Analysis
• Strngths:
 Good Quality Food (Hygiene)
 Brand Name
 Food worth its Price
 Good Service
• Weaknesses:
 Parking Facilities
 Advertisings are very less
 Fewer Outlets
 No Social Welfare
• Opportunities:
 More outlets should be open.
 Sitting Area should be broader.
 Environment should be more attractive.
 Attractive offers should be introduced.
• Threats:
 Competitors like US Pizza, Dominos,
etc.
 Local restaurants like Honest, Havmor,
Choice, etc.
 Instant Fast Food Packets.
 Housewives are interested in making
Pizzas & other Fast Food at home.
 Marketing Aspects:
 Pizza Hut laid more emphasis on its “restaurant dining
experience”.
 Pizza Hut localizes it menu to capture local Indian
Market.
 In 2000 Pizza Hut launched its innovative Pizza Pooch
menu and Pizza Pooch Birthday Party package
exclusively for kids in the 6-10 age groups.
 It positioned itself as family restaurant and also
concentrated on wooing kids.
 Research Methodology
A. Study Objective:
To study and analyze the customer satisfaction level of
Pizza Hut in Ahmedabad.
D. Type of Research:
Descriptive
G.Research Approach:
Survey
J. Research Instrument:
Questionnaire
M.Sampling Unit:
Customers of Pizza Hut in Ahmedabad.
A. Sample Size:
100 Peoples
D. Sampling Procedure:
Stratified Random Sample
G. Contact Method:
Personal Interview
J. Limitations:
 Sometime respondents refuse to cooperate and it
may possible that they give biased and dishonest
answers.
 Marketing Research takes time and money.
 It may possible that personality and caliber of two
researchers are different and thus their findings
could also vary.
 Analysis of the Survey

1. How many times you go outside for eating food?

1. Once in a Month 19% Once in a

Month

2. Twice in a Month 21% Twice in a

Month

3. Once in a Week 33% Once in a

Week
Twice in a
4. Twice in a Week 16% Week
Other
5. Other 11%
 2. Which Places you regularly visits for eating food?

1. Hotels & 59% Hotels &

Restaurants
Restaurants
Fast Food
2. Fast food 35% Junctions

junctions Local Dhabas

3. Local Dhabas & 6% & Food

Vendors
Food Vendors
 3. How Many time you come at pizza hut?

1. First Time 14% First Visit

Once in a
2. Once in a month 39% Month
Twice in a
3. Twice in a month 16% Month
Once in a
4. Once in a Week 0% Week
Twice in a
5. Twice in a Week 0% Week
Other
6. Other 31%
4. Are you satisfied with the parking facility at pizza hut?

1. Yes 80%
Yes
No
2. No 20%
5. Are you satisfied with the response time of pizza hut
people?

1. Yes 96% Yes

2. No 4% No
6. Which type of pizzas you are regularly eating at pizza
hut?
A.

1. Pan 47%
Pan

2. Freshizza 21% Freshizza

Both

3. Both 32%
 6 B.

1. Veg. 87%
Veg
2. Non – Veg. 6% Non-Veg
Both
3. Both 7%
 7. Have you ordered for Appetizers & Beverages?

1. Yes 63% Yes

No
2. No 37%
8. Are you satisfied with the taste, quality & quantity of the
food served at pizza hut?

1. Yes 97% Yes

No
2. No 3%
 9. How do you find the price of the food at pizza hut?

1. Low 0%
2. Perfact 28% Low
Perfact
3. High 52% High
Very High
4. Very High 20%
10. Do you like the dining room decoration & table setting
at pizza hut?

1. Yes 89%
Yes

2. No 11% No
11. What do you say about the cleanliness of dining room,
dining table, wash room etc. of the pizza hut?

1. Very Good 28%

2. Good 71% Very Good
Good

3. Poor 1% Poor
Very poor

4. Very Poor 0%
 12. Have you ever used the home delivery or take away
services of pizza hut?

1. Yes 47% Yes

2. No 53% No
 13. Do you like the packaging of the order by pizza hut?

1. Yes 96% Yes

No
2. No 4%
14. Are you satisfied with the home delivery & take away
services of Pizza Hut?

1. Yes 100% Yes

No
2. No 0%
 16. Would you like to come again at pizza hut?

1. Yes 91% Yes

No
2. No 9%
 17. Stars given by the questionnairee for the following
items:

Ranks/Marks 1/2 2/4 3/6 4/8 5/10 Obtained Marks /

Particulars Total Marks
Services 0 2 40 39 19 7.5/10
Given
Quality of 0 5 25 47 23 7.8/10
food served
Environment 2 20 36 23 19 6.7/10
Home 4 8 17 11 7 6.4/10
Delivery
Overall 0 1 45 40 14 7.3/10
 18. Age group

1. Below 18 9%
Below 18
2. 19 to 25 64% 19 to 25
26 to 35
3. 26 to 35 19% 36 & Above

4. 35 & Above 8%
 Conclusion
 Pizza Hut is a complete family restaurant.
 People are highly satisfied with the services and quality
of the food served at Pizza Hut.
 People give overall 7.3/10 marks to Pizza Hut.
 People of Ahmedabad likes to go outside for eating at
least once in a week and on an average visits Pizza Hut
once in a month.
 Most of the People visiting Pizza Hut are between 19 to
25 years of age.
 People feels that prices of Pizza Hut is high.
 RECOMMENDATIONS
 Increase advertisements in all media.
 Open more branches in Ahmedabad particularly near by
Business areas and students residential areas.
 Pizza Hut should introduce hot line number.
 Do some social welfare for society.
 Try to include low calorie Pizzas in the menu.
 Try to reduce the price with the same quality & quantity.
 Try to include students menu which starts with affordable
price.