STUDY OF CONSUMER SATISFACTION OF DOMINO’S PIZZA

LIBIN JOSE

M204

Dr. PRASHANT H. BHAGAT

 INTRODUCTION

Fast food is a mass-produced food that is prepared and served very quickly . The food is typically less nutritionally valuable compared to other

foods and dishes. While any meal with low preparation time can be considered fast food, typically the term refers to food sold in a restaurant or

store with preheated or precooked ingredients, and served to the customer in a packaged form for take- out/take-away. In India, increase in

disposable income has in turn increased the frequency of dinning out. Big fast food chains like McDonald’s came to India in 1996, and soon other

big outlets like Dominos, Pizza Hut, KFC, etc., followed suit, according to a study by AIIMS, Bangalore. The first Domino's Pizza in India opened

in New Delhi in 1996. India was Domino's second largest market in 2019, behind the United States surpassing United Kingdom. . Domino's Pizza

operates 1,325 stores in 282 Indian cities as on 30 August 2020. With the fast-food market booming in India in the past decade, Domino’s India

has enjoyed its share of profit as well. While the dine-in option flourished, the technological boom did not leave the food sector unscathed.

Domino’s Pizza, which was already enjoying its success through its successful marketing campaigns and buy one get one offers, started racing

past its competitors even faster. The reason for selection of this topic was to find out about the customers satisfaction towards Domino’s

pizza in the Bandra East locality. This project will be focusing the customers of dominos pizza outlets in Bandra. The purpose of this project
is to view the customer satisfaction in dominos pizza outlets, it reveals about the customer perception and customers preference about the dominos

products, it will explore the level of satisfaction of customers in pricing factors and in delivery of a product and it will give the suggestion to the

dominos outlets to improve some extra qualities such adding some new products ,reduction in price etc. This project will be useful to the dominos

pizza outlet to understand more about customer preference and perception ,it will help the company to improve their quality and standards
 OBJECTIVES

1. To study level of awareness of Domino’s Pizza among customers.

2. To study the consumer preference towards Domino’s Pizza in Bandra East.

3. To study the overall satisfaction level of Domino’s Pizza among customers.

4. To recommend suggestions .
INTERPRETATION

1. The respondents for the survey on the basis of gender resulted that male respondents are slightly high with 73% than the female respondents with

27%.

2. As shown in the data the respondents from the age bracket 15-25 consists of 40% of overall age group following by the 33% age group of 26-25, 20%

of 36-50, and 7% of 50 above age group.

3. With respect to occupation, self-employed and salaried found to be the most active in participating for the survey with almost of leading responses

with 35% and 42%. Retired seemed to be less Concerned.

4. As shown in the data the respondents from bracket 10000-25000 consists of 40% of overall survey. Rather 30% and 20% falls in the bracket between

5000-10000 and 25000-50000.

5. The following table states that Maximum respondents prefer fast food with 70% and rest 28%some of respondents doesn’t prefer fast food.

6. From the table we can see that that 44% respondents prefer Chinese food as fast food as compared to other fast foods in this given category.

7. The given data states that maximum respondents are aware of Domino’s Pizza and 5% respondents are not aware of it.

8. The table states that Maximum respondents have heard of Domino’s Pizza by means of TV Commercials 40% and few by means of Newspaper30%.

9. From the given graph it is stated that 88% respondents prefer ordering fast food from Domino’s pizza rather 12% does not prefer to.

10. The Study and the table states that maximum number of respondents prefer ordering food from Domino’s pizza online with 62% as it is a

convenient way for many as rest 38% consider going to physical outlet.
11. The graph states that 63% respondents prefer to visit Domino’s Pizza outlets rarely depending upon Certain occasions. Following the 22% and 15% by

going once a month or even a week.

12. The table states that most of the respondents spend less than Rs. 500 for food and 34% are likely to spend more than Rs. 500.

13. As of the table states that Maximum respondents prefer going to Domino’s because of its taste 52% rather than ambience26%, pricing10 and quick

service 12%.

14. The table states that 55% respondents find the pricing of food products sold by Domino’s Pizza as standard price rathe other 26% and 19% of them

assume the price to be expensive and reasonable.

15. From the table we can see that 45% respondents are satisfied by the quality of services they are been getting from the outlet and 35% are highly

satisfied following the 20% of dissatisfied respondents.

16. From the graph the following, data states that 52% number of respondents are satisfied by the ambience provided by the Domino’s Pizza outlet and

other than that 38% are highly satisfied by the ambience.

17. From the data it is clearly seen that 85% of the respondents were aware of Dominos providing home delivery services at the time of pandemic rather

than 15% were not.

18. The graph justifies that many of the our respondents have ordered pizza’s at the time of pandemic and rest 23% were afraid of ordering it.

19. From the data we can see that 62% except Domino’s respondents prefer moving more towards

Pizza Hut and rest 26% prefer smoking joe’s and 12% with other brands.

20. As we can see maximum number of respondents are willing to recommend Domino’s to other’s for ordering food and other 23% are not ready to

recommend.
CONCLUSION AND FINDINGS

1. After conducting the research work by means of a questionnaire for the common people of the selected region and understanding their various preferences
and choices of answers to various factors related to customer satisfaction, It is concluded that majority of the customer are happy with the Domino’s Pizza
outlet in Bandra and its services provided to its customers.

2. Most of the customers recommend Domino’s Pizza for the best fast food eatery outlet and may also willing try out new recipes and other food products
provided by the Outlet at the vicinity.

3. From the research we can see that many of our respondents were aware about the food delivery provided by the Domino’s at the time of pandemic and
many of them did order.

4. There are very few customers who were not happy with the food products sold at Domino’s Pizza outlet since they did not find the quality of fast food
served at the outlet good, also the customers feel that the quality of services provided to the customers at the outlet is worth enough. Many customers suggest
for improvisations in the service quality as well as in the food quality.

5. The organization taking into notice about all such customer feedback and improvising the quality of services provided to customers may attract lots of
customers resulting in customer loyalty and creating a brand image in the minds of the customers.
FINDINGS

1. The respondents for the survey on the basis of gender resulted that male respondents are slightly high with 73% than the female respondents with

27%.

2. As shown in the data the respondents from the age bracket 15-25 consists of 40% of overall age group following by the 33% age group of 26-25, 20%

of 36-50, and 7% of 50 above age group.

3. With respect to occupation, self-employed and salaried found to be the most active in participating for the survey with almost of leading responses

with 35% and 42%. Retired seemed to be less Concerned.

4. As shown in the data the respondents from bracket 10000-25000 consists of 40% of overall survey. Rather 30% and 20% falls in the bracket between

5000-10000 and 25000-50000.

5. The following table states that Maximum respondents prefer fast food with 70% and rest 28%some of respondents doesn’t prefer fast food.

6. From the table we can see that that 44% respondents prefer Chinese food as fast food as compared to other fast foods in this given category.

7. The given data states that maximum respondents are aware of Domino’s Pizza and 5% respondents are not aware of it.

8. The table states that Maximum respondents have heard of Domino’s Pizza by means of TV Commercials 40% and few by means of Newspaper30%.

9. From the given graph it is stated that 88% respondents prefer ordering fast food from Domino’s pizza rather 12% does not prefer to.

10. The Study and the table states that maximum number of respondents prefer ordering food from Domino’s pizza online with 62% as it is a

convenient way for many as rest 38% consider going to physical outlet.
11. The graph states that 63% respondents prefer to visit Domino’s Pizza outlets rarely depending upon Certain occasions. Following the 22% and

15% by going once a month or even a week.

12. The table states that most of the respondents spend less than Rs. 500 for food and 34% are likely to spend more than Rs. 500.

13. As of the table states that Maximum respondents prefer going to Domino’s because of its taste 52% rather than ambience26%, pricing10 and

quick service 12%.

14. The table states that 55% respondents find the pricing of food products sold by Domino’s Pizza as standard price rathe other 26% and 19% of

them assume the price to be expensive and reasonable.

15. From the table we can see that 45% respondents are satisfied by the quality of services they are been getting from the outlet and 35% are

highly satisfied following the 20% of dissatisfied respondents.

16. From the graph the following, data states that 52% number of respondents are satisfied by the ambience provided by the Domino’s Pizza outlet

and other than that 38% are highly satisfied by the ambience.

17. From the data it is clearly seen that 85% of the respondents were aware of Dominos providing home delivery services at the time of pandemic

rather than 15% were not.

18. The graph justifies that many of the our respondents have ordered pizza’s at the time of pandemic and rest 23% were afraid of ordering it.

19. From the data we can see that 62% except Domino’s respondents prefer moving more towards

Pizza Hut and rest 26% prefer smoking joe’s and 12% with other brands.

20. As we can see maximum number of respondents are willing to recommend Domino’s to other’s for ordering food and other 23% are not ready

to recommend.