CONSUMER PERCEPTION TOWARDS DOMINO’S PIZZA

PRADNYA GOSAVI
SAILI INDORE
ANAGHA PAWAR
ROSHANI RATHOD
Introduction
 Domino’s Pizza is the second largest franchised pizza chain in the U.S.A., Tom and James Monaghan
bought a small Michigan Pizzeria called Dominick's, which was jointly run by them until James traded
his share for a second-hand car. Tom revitalized the image by changing the name to Domino’s Pizza.

1.2 HISTORY OF DOMINO’S PIZZA

 Domino’s started out small, with just one store in Ypsilanti, Michigan, in 1960. Fast forward more
than 60 years, and Domino’s has grown to become one of the most recognized and leading pizza
brands in the world. Here’s a brief look at Domino’s throughout the years.
1.3 VISION AND MISSION OF
DOMINO’S PIZZA
VISION:
 Dominos has its outlets across the globe, but each of these outlets work towards a common vision
of becoming an exceptional and the fastest pizza delivery company without compromising the
quality and taste. To put it simply, the company envisions becoming one of the leading names in
the pizza delivery business and also provide people with outstanding taste.
MISSION:
 Domino’s mission statement says that “To be the leader in delivering off-premise pizza
convenience to consumers around the world”. Besides, Domino’s wants to become a company of
exceptional people who aim to make Domino’s the best pizza delivery company in the world.
1.4 COMPETITORS
 1. PIZZA HUT
 2. MC Donald’s
 3. STARBUCK
 4. KFC
 5. SUBWAY

1.5 PRICING STRATEGY

 Affordability is Domino’s pizza number 1 price strategy. This is the main strategy, but it also will offer deals and promotions.
 For example in the website of the company, if you order a second pizza, it will come on the 50% . Also the delivery will be free. On
this way Domino’s pizza will create more desirable pizza. To low the price below its competitors also could be used coupons.
1.6 THE RISE OF DOMINO’S IN
INDIA
 The company opened the first Domino’s Pizza outlet in New Delhi, India in 1996.  In the Indian
subcontinent, Domino’s franchise is operated by Jubilant Foodworks Limited. Domino’s has enjoyed
enormous success in India, and it has become its second largest market in the world after the US.

1.7 SWOT ANALYSIS

 1.8 MENU OF DOMINO’S
 The All-New Domino’s with softer crust, tastier sauce, more toppings and more cheese is revamped with the same prices. The
overall pizza prices have been set to offer you the best taste at the best price.  Domino’s offers remarkable value for money, so
that you and your pocket both have a delightful experience. Every day is a celebration with enjoy your favourite Domino’s
regular pizzas starting at @ Rs.99 each and medium pizzas starting @ Rs.199 each. They have thought-fully designed our
offerings so that you never run out of tasty options without breaking the bank.

1.9 OBJECTIVES OF THE STUDY

 1. TO STUDY CONSUMER PERCEPTION OF DOMINO’S PIZZA.

 2. TO IDENTIFY VARIOUS PARAMETERS CONSIDERED IN CONSUMER PERCEPTION.

 3. TO DO COMPARATIVE ANALYSIS OF CONSUMER PERCEPTION ABOUT DOMINO’S PIZZA, PIZZA HUT, MC

DONALDS, STARBUCKS, KFC AND SUBWAY.
 CHAPTER-2 LITERATURE REVIEW
We got detailed through internet search about Dominos pizza we found out about their vision, mission, food safety and many more
crucial information about it which would help me in my research. In addition, I had analysed the recently publicized YouTube video of
two Domino’s employees performing disgusting acts on food that would be delivered to customers.
Customer Needs
Services
People in Services 

CHAPTER-3 RESEARCH METHODOLOGY

3.1 MEANING OF RESEARCH METHODOLOGY
“Methodology”, it’s the way of searching or solving the research problem. Here the research has been undertaken to study: Consumer
Perception towards Domino’s Pizza.

3.2 DATA COLLECTION

a) Primary Data
b) Secondary Data
3.3 Sample Size
 CHAPTER- 4 DATA ANALYSIS AND
INTERPRETATION
Q. Do you prefer Q.Are you aware
Q. What is Q. What is your Q. What is your about Donimo's
your age ? gender ? fast food ?
15-30
31-40 Female
qualification ? pizza ? Yes
41-50 Male SSC
1.2;
1.4; No
11.6 Above 7%
7% HSC Yes
1%
1% 7%
50 No Maybe
44% Graduate 45%
56% 40% 53% Some-
81.4; 47% Post Graduate times
85% 2% 93%

Q. Do you think Dom- Q. Which is your Q.Have you tried

Q. Did you tried favorite pizza brand
Domino's pizza ? ino's pizza is better Domino's pizza ?
than any other pizza ? How much rating
Yes No brands ? Yes will you give?
19% No 16% 7% Pizza Hut 0 1
Maybe Domino's Pizza
2 3
7% All are same 21% 19%7%
9%
35% Smoking Pizza 7%
33% 56% 4 5 14%
81% Others
26% 44%
 Q. In your opinion
Q. How frequently Q. Which category of Q. Which item do how good is the
you visit Domino's ? Pizza you choose in dom- you like the most in service of Dom-
Once in
Veg
ino's the Domino's? ino's?
week
Pizza
Once in
8% month Best
1%19% Good
38% 21%
33% Average
34% 42% Pizza 38%
9% 56% Chicken Wings Not sure
14% Garlic Bread
42%
20% 26% Choco Lava Cake

Q. What do you think Q.Discount coupons Q.13 How do you feel Q. With whom you
about the home deliev- provided by the in Dominos pizza out- would like to visit
ery service of Dominos? Dominos is useful or let? dominos? Friends

not? Family
Both
Average
Excited
12% Good 8%
19% Peaceful
Best Useful 30%
37% 22% Good
35% Not Useful Average
50% 60%
Can't say 11%
51%
15% 51%
 CHAPTER-5 FINDINGS, CONCLUSION AND
SUGGESTION

5.1 FINDINGS
 Afterconducting the research work by reading books, reading blogs, and by questionnaire and personal interviews from the common
people of the selected region.
5.2 CONCLUSION
 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 consumer satisfaction

5.3 SUGGESTIONS
 Having considered the SWOT analysis above, it is now possible to give the following recommendations to the company. First, 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 (Globaldata). The number of
stores should be increased to more than 20% in the next three years in order to meet the company’s expansion strategy that it is currently
pursuing. Secondly, Domino’s should focus entirely on customer loyalty through insisting on quality and ensuring that all stores deliver
the best delicacies. These guidelines on quality should be adhered to strictly if at all any good results are to be achieved. These two
recommendations are based on the reason that the level of competition in the fast food industry is growing steadily (Young).
BIBLIOGRAPHY AND REFERENCES
 www.wikipedia.org
 www.dominos.co.in
 BooksNewspaper Articles and Journals
 Internet

APPENDIX