Consumer Satisfaction in Dominos Pizza India Limited

CHAPTER- 1
FAST FOOD INDUSTRY
INDUSTRY OVERVIEW

Page 1

Consumer Satisfaction in Dominos Pizza India Limited

1.1INDUSTRIAL BACKGROUND
The fast food industry is on a high as Indians continue to have a feast. Fuelled by what can be termed as a perfect ingredient for any industry large disposable incomes- the food sector has been witnessing a marked change in consumption patterns, especially in terms of food. An increasing number of international fast food chains rushing to India is because all of them see tremendous potential in for this type of business. The large upwardly mobile population in the urban areas tend to eat out more often or business or for leisure. The various players operating in India are the well established Indian chains like Nirulas. In addition to these, apparently some of the best known international food chains are looking at India. Among them are Sbarro, The Burger King, KFC, Dunkin Donuts, Sub-way, etc. are some of them to name. At present all these players are fighting for a small pie, as fast food is really not a big habit with Indians, but they see a big potential. The players are fighting on products, pricing, positioning and trying to convert their first trials into regular purchase by providing delightful service quality. The focus is on product quality and standardization on taste. Consistency is the key, as its standardization in fast food as the consumer is short on time and wants to satisfy his taste buds with a consistent taste experience. Beyond this each player has its own strategy to expand consumer base.
Page 2

Consumer Satisfaction in Dominos Pizza India Limited Some feel that pricing is not the deciding factor since fast food is not price sensitive market because it is not a single diet of Indians. Some others are competing on positioning which is surprisingly varied, giving the small size of the market. For most, targeting children seems the right strategy. Advertising is popular. However, with competition hooting up most chains are increasing reach as well as working on establishing a national presence.

Trends in the fast food industry

The industry is estimated to grow at 9-12 per cent, on the basis of an estimated GDP growth rate of 6-8 per cent, during the Tenth Five

year plan period. Value addition of food is expected to increase from the current 8 per cent to 35 per cent by the end of 2025. Fruit and vegetable processing, which is currently around 2 per cent of total production will increase to 10 per cent by 2010 and to 25 per cent by 2025. The popularity of food and agro products is not surprising when the sector is now offering a growth of more than 150 per cent in sales. While US brands such as McDonalds, Pizza hut and Kentucky Fried Chicken have become household names, more are on their way.

The Market Scenario

India among top 10 markets for weekly fast food consumption, an online survey has found. Most of the countries are from the Asia-pacific region,
Page 3

Consumer Satisfaction in Dominos Pizza India Limited with the US being the exemption. According to an A C Neilson study of 28 markets across the US, Europe and the Asia -Pacific, carried out through the internet in interviews with more than 14000 consumers, Asians are the worlds greatest fast food fans. Percentage of adult population eating at takeaway restaurants at least once every week: Hong Kong Malaysia Philippines Singapore Thailand China India Europe 61 % 59 % 54 % 50 % 44 % 41 % 37 % 11 %

Among the international fast food chains and local operators, Dominos emerges as the most popular of all takeaway options with 54% of Americans, 75% of Europeans and 64% of Asians. Dominos is most visited in Australia (84%) KFC is most visited in China (42%), Pizza hut is most visited in India (22%) A typical fast food meal in the India & other

Multinational companies consists of fries and a burger (or other main item).

History
The concept of ready-cooked food for sale is closely connected with urban development. In Ancient Rome cities had street stands that sold bread and
Page 4

Consumer Satisfaction in Dominos Pizza India Limited wine. A fixture of East Asian cities is the noodle shop. Flatbread and falafel are today ubiquitous in the Middle East. Popular Indian fast food dishes include vada pav, panipuri and dahi vada. Some trace the modern history of fast food in America to July 7, 1912 with the opening of a fast food restaurant called the Automat in New York. The Automat was a cafeteria with its prepared foods behind small glass windows and coin-operated slots. Joseph Horn and Frank Hardart had already opened the first Horn & Hardart Automat in Philadelphia in 1902, but their Automat at Broadway and 13th Street, in New York City, created a sensation. Numerous Automat restaurants were built around the country to deal with the demand. Automats remained extremely popular throughout the 1920s and 1930s. The company also popularized the notion of take-out food, with their slogan Less work for Mother. The American company White Castle is generally credited with opening the second fast-food outlet in Wichita, Kansas in 1921, selling hamburgers for five cents from its inception and spawned numerous competitors. It is arguable because most historians and Secondary School textbooks state that A&W was the first fast food restaurant, which opened in 1919.After discovering that most of their profits came from hamburgers, the brothers closed their restaurant for three months and reopened it in 1948 as a walk up stand offering a simple menu of hamburgers, French fries, shakes, coffee, and Coca-Cola, served in disposable paper wrapping. As a result, they were able to produce hamburgers and fries constantly, without waiting for customer orders, and could serve them immediately; hamburgers cost 15 cents, about half the price at a typical dinner. Their streamlined production

Page 5

Consumer Satisfaction in Dominos Pizza India Limited method, which they named the Speedee Service System, was influenced by the production line innovations of Henry Ford. In the cities of Roman antiquity, much of the urban population living in insulate, multi-storey apartment blocks, depended on food vendors for much of their meals. On New Year's Day 2008 a study was conducted worldwide counting the number of fast food restaurants per person. The UK has claimed this title with Australia second and the United States third. England alone accounted for 25% of all fast food.

PROBLEMS IN THE ORGANISATION

Trans fats caused problems for Dominos. Trans fats are formed when liquid vegetable oils go through a chemical process called hydrogenation. Common in a range of food products biscuits, chips, doughnuts, crackers the hydrogenated vegetable fat is used by food processors because it is solid at room temperature and has a longer shelf life. In September 2002, Dominos issued a statement announcing a significant reduction of trans fats in its fried menu items French fries, chicken Mc Nuggets, Filet-O-Fish, Hash Browns and crispy chicken sandwiches with the introduction of improved cooking oil in all of its 13,000 restaurants. The change was supposed to be completed by February 2003. However, dominos encountered operational issues and the oil was not changed. An anti-trans fat group claims that dominos deliberately allowed the public to be misled. Legal action has forced Dominos to give effective notice to the public that the oil was not changed. In Europe and the US, food makers are under growing pressure from consumer groups to cut the trans fat content in food products.
Page 6

Consumer Satisfaction in Dominos Pizza India Limited

1.2 THEORETICAL LITERATURE

Consumer Satisfaction
Customer satisfaction, a term frequently used in marketing, is a measure of how products and services supplied by a company meet or surpass customer expectation. . Customer
Page 7

Consumer Satisfaction in Dominos Pizza India Limited satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals." It is seen as a key performance indicator within business and is part of the four of a Balanced Scorecard. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. Within organizations, customer satisfaction ratings can have powerful effects. They focus employees on the importance of fulfilling customers expectations. Furthermore, when these ratings dip, they warn of problems that can affect sales and profitability. These metrics quantify an important dynamic. When a brand has loyal customers, it gains positive word-ofmouth marketing, which is both free and highly effective. Therefore, it is essential for businesses to effectively manage customer satisfaction. To be able do this, firms need reliable and reprehensive measures of satisfaction. In researching satisfaction, firms generally ask customers whether their product or service has met or exceeded expectations. Thus, expectations are a key factor behind satisfaction. When customers have high expectations and the reality falls short, they will be disappointed and will likely rate their experience as less than satisfying. For this reason, a luxury resort, for example, might receive a lower satisfaction rating than a budget motel even though its facilities and service would be deemed superior in absolute terms.

Page 8

Consumer Satisfaction in Dominos Pizza India Limited The importance of customer satisfaction diminishes when a firm has increased bargaining power. For example, cell phone plan providers, such as AT&T and Verizon, participate in an industry that is an oligopoly, where only a few suppliers of a certain product or service exist. As such, many cell phone plan contracts have a lot of fine print with provisions that they would never get away if there were, say, a hundred cell phone plan providers, because customer satisfaction would be way too low, and customers would easily have the option of leaving for a better contract offer. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms.

Consumer Satisfaction through Four Ps of Marketing Mix Marketing Mix:

Marketing Mix refers to the ingredients or the tools or the variable which the marketer mixes in order to interact with a

particular market. According to

Page 9

Consumer Satisfaction in Dominos Pizza India Limited Philip Kotler, Marketing Mix is a set of marketing tools that the firm uses to pursue its marketing objectives in the target market. Marketing mix is a term used to describe the combination of the four inputs which constitute the core of a companys marketing system: the product; the price structure; the promotional activities, and the distribution system. Marketing mix represents the total marketing program of a firm. It involves decisions with regard to product, price, place and promotion. Marketing mix is a b lending of decisions in the 4 Ps. Four major ingredients of marketing mix are:

1. ProductA product is any good or service that consumers want. It is a bundle of utilities or a cluster of tangible and intangible attributes. Product component of the marketing mix involves planning, developing and producing the right type of products and services. It deals with the dimensions of product line, durability and other qualities. The total product should be such that it really satisfies the needs of the target market. In short, product mix requires decisions with regard to: a) Size and weight of the product b) Quality of the product c) Design of the product d) Volume of output e) Brand name f) Packaging
Page 10

Consumer Satisfaction in Dominos Pizza India Limited g) Product range h) Product testing

2. PricePrice is an important factor affecting the success of a firm. Pricing decisions and policies have a direct influence on sales volume and profits of business. Price is, therefore, an important element in the

marketing mix. In practice, it is very difficult to fix the right price. Right price can be determined through pricing research and test marketing. A lot of exercise and innovation is required to determine the price that will enable the firm to sell its products successfully. Demand, cost,

competition, government regulation, etc. are the vital factors that must be taken into consideration in the determination of the price. Price mix involves decisions regarding base price, discounts, allowances, fright payment, credit, etc.

3. PromotionPromotion component of the marketing mix is concerned with bringing products to the knowledge of customers and persuading them to buy. It is the function of informing and influencing the customer. Promotion mix involves decisions with respect to advertising, personal selling and sales promotion. All these techniques help to promote the sale of products and to fight the competition in the market. No single method of promotion is effective alone and, therefore, a promotional campaign usually involves a combination of two or more promotional methods. Growing competition and widening market have
Page 11

Consumer Satisfaction in Dominos Pizza India Limited made simultaneous use of more than one promotional method all the more necessary. Combination of two or more methods in a single promotional campaign requires an effective blending of promotional inputs so as to optimize the expenditure on each. There is no one ideal product, type of customers, the promotion budget, stage of demand, etc. should be taken into consideration.

4. Place (Distribution)This element of marketing mix involves a choice of the place where the products are to be displayed and made available to the customers. It is concerned with decisions relating to the wholesale and retail outlets or channels of distribution. The objective of selecting and managing trade channels is to provide the products to the right customer at the right time and place on a continuing basis. In deciding where and through whom to sell, management should consider where the customer wants the goods to be available. A manufacturer may distribute his goods through his own outlets or he may employ wholesalers and retailers for this purpose. Irrespective of the channel used management must continuously

evaluate channel performance and make changes whenever performance falls short of expected targets. In addition, management must develop a physical distribution system for handling and transporting the products through the selected channels. In the determination of distribution mix or marketing logistics, a firm has to make decision with regard to the mode of transporting of goods to middle -men, use of company vehicles or both.

Four Ps in Dominos Pizza India Limited

Page 12

Consumer Satisfaction in Dominos Pizza India Limited

1. Product MixAs explained earlier Product mix deals with the dimensions of product line, quality and design of the product, its packaging, brand name, product range, etc. In this section we will study the product mix of Dominos Product line of Dominos includes the products offered for sale, i.e. the range of products offered to the customers. The product breadth or number of products offered by Dominos can be classified as: Vegetarian products Non vegetarian products Beverages Deserts Vegetarian Products: o Veg. Cheese Pizza o Veg. Onion Pizza o Feast Pizza Beverages: o Cold Coffee o Hot serves o Soft drinks o Shakes Non-Vegetarian Products: o Simply Chicken Pizza o Non-Veg. I o Non-Veg. II Desserts: o Soft serve cone o Choco lava cake food

Page 13

Consumer Satisfaction in Dominos Pizza India Limited

All this shows the wide product range of Dominos. Besides that the quality of Dominos according to the survey and general findings, is consistent throughout the life of the product. That's how Dominos plan their product range. Food quality is key at Dominos. Thats why they take pride in the foods they serve and your family. We seek out fresh lettuce and tomatoes, quality buns and potatoes, select poultry and fish and wholesome dairy products. Despite extensive and meticulous quality tests at the supplier end, all products are once again carefully scrutinized at the restaurant. Our immaculate standards of quality allow for nothing but the best to reach your tray. Cold Chain: The term Cold Chain describes the network for the procurement, warehousing, transportation and retailing of food products under controlled temperatures. Trikaya Agriculture - Supplier of Iceberg Lettuce:

Page 14

Consumer Satisfaction in Dominos Pizza India Limited Implementation of advanced agricultural practices has enabled Trikaya to successfully grow specialty crops like iceberg lettuce, special herbs and many oriental vegetables. A specialized nursery with a team of agricultural experts. Vista Processed Foods Pvt. Ltd. - Supplier of Chicken and Vegetable range of products: A joint venture with OSI Industries Inc., USA, and Dominos India Pvt. Ltd. Vista Processed Foods Pvt. Ltd. produces a range of frozen chicken and vegetable foods- separate processing line for chicken and vegetable foods.

Dynamix Diary - Supplier of Cheese: Dynamix has brought immense benefits to farmers in Baramati, Maharashtra by setting up a network of milk collection centers equipped with bulk coolers. Easy accessibility has enabled farmers augment their income by

finding a new market for surplus milk Product strategies: In order to achieve the desired rate of profits and growth, a firm has to continuously adjust its products and product mix to the changing needs and targets of the market. This matching of products to the requirements of competition and buyers is known as product strategy. Some of the important product strategies, which firms adopt, are as follows:

Page 15

Consumer Satisfaction in Dominos Pizza India Limited 1) Limited Line Strategy: This refers to the offering of one product or a small number of products to cater specific market. The main benefit of this strategy is low cost of operations. However, it cannot meet the requirements of different types of customers in different markets. 2) Full Line Strategy: This Ids also known as broad line strategy, it implies the offering of a large number of products to meet the requirements of different customers in different markets. 3) Trading up and trading down: These are alternate or opposite strategies for expanding the product mix. Trading up implies addition of some higher priced products to the existing product line of lowered priced products for improving the sales of old products. Trading down refers to the addition of lower-priced products to the existing higher priced product to boost total sales.

2. Price MixPrice is the key element of marketing mix because it relates directly to the generation of total revenue. The term pricing policy refers to a systematic approach to pricing of different products in different markets to evolve an appropriate pattern of prices in the long run. It is the plan defining the initial pr ice range and the planned price movements through time that the firm will use to achieve its marketing objectives. Pricing policy includes not only the determination of base prices but also the terms and conditions of sale. Company pricing policies:The price must be consistent with company pricing policies. Many companies set up a pricing department to develop
Page 16

Consumer Satisfaction in Dominos Pizza India Limited policies and establish or approve decisions. The aim is toensure that the salespeople quote prices that are reasonable to customers and profitable to the company. Now-a-days, most companies follow buyer based pricing. They are basing their prices on the Products perceived value. They see buyers perception of value, not the sellers cost, as the key to pricing. The company using perceived-value pricing must establish the value in the buyers mind concerning different competitive offers. Dominos began with skimming prices, i.e. setting a very high price for a new product initially and to reduce the price gradually as competitors enter the market. The initial high price serves to skim the cream of the market, that is, relatively insensitive to price. This approach to pricing is, in effect, an experimental search for the right price and it may result in a marketdetermined price. This method starts with a high price and moves the price downward by steps until the right price is reached. Initially Dominos charged high price than what is being charged now. But now it introduces new schemes for value of money.

3. Place Mix (Distribution)This element of marketing mix involves a choice of the place where the products are to be displayed and made available to the customers. It is concerned with decisions relating to the wholesale and retail outlets or channels of distribution. The objective of selecting and managing trade channels is to provide the products to the right customer at the right time and place on a continuing basis.

Page 17

Consumer Satisfaction in Dominos Pizza India Limited Dominos distribution centers are wide, located in every area of India. Dominos has Dine-in restaurant, Drive-Thru. Dominos has 122 restaurants in India of which 72 are in north & east India and 50 in west & south India:o 72 restaurants in North & East India: 32 in Delhi 20 in Uttar Pradesh - Noida (4), Ghaziabad (4), Mathura (1) (Highway and Drive Thru) Kanpur (2), Meerut (1), Lucknow (4), Agra (1), Allahabad (1), Varanasi (2) 10 in Haryana - Faridabad (3), Manesar (1) (Highway and Drive - Thru), Gurgaon (4) Karnal (1) (Highway and Drive - Thru), Panipat (1) 5 in Punjab - Chandigarh (1), Ludhiana (1), Doraha (1) (Highway and Drive - Thru) Jalandhar (1), Patarsi (1) (Highway and Drive - Thru) 2 in Rajasthan - Jaipur (2) 1 in Uttaranchal - Dehradun (1) o 50 in west and south India: 30 in Maharashtra - Mumbai (22), Pune (7), Nasik (1) 7 in Gujarat - Ahmedabad (4), Vadodara (2), Surat (1) 6 in Karnataka - Bangalore(6) 4 in Andhra Pradesh - Hyderabad (4) 3 in Madhya Pradesh - Indore (3)

Page 18

Consumer Satisfaction in Dominos Pizza India Limited For the Big Mac, the current calendar year will be the biggest in terms of restaurant openings, and by year-end, 16 new restaurants would be in place, informs Vikram Bakshi, Managing Director, dominos India. The new outlets will be a combination of highway restaurants, outlets at railway stations, at shopping malls and Cineplex, besides at residential areas with significant footfalls. India recently won the tender for setting up an outlet each at railway stations in Mumbai and Jaipur. In Delhi, the chain will mark its presence through an outlet at the ambitious Delhi Metro Rail Corporation project, expected to be operational by year-end. And if all goes according to plan, another dominos outlet could come up at Delhi's Nizammuddin railway station. The fourth Dominos highway outlet on the Delhi-Jaipur highway is expected to begin operating shortly. The chains other three highway restaurants are located on the Delhi-Agra highway, the Delhi- Ludhiana highway and the Mumbai-Pune highway.

4. Promotion MixPromotion is a process of communication with the potential buyers involving information, persuasion and influence. It includes all types of personal or impersonal communication with customers and intermediaries. Promotion mix refers to the combination of various promotional tools used by a business firm to create, maintain and increase demand. It involves an appropriate integration of advertising, personal selling, sales promotion and publicity.

Page 19

Consumer Satisfaction in Dominos Pizza India Limited

Relation of McKinsey 7S model with Dominos

Let's look at each of the elements specifically in relation with Dominos
Strategy: The plan devised to maintain and build competitive advantage over the competition. Dominos successfully has been able to maintain the over the years. They have used the effective strategies to maintain the consistency in the market for their survival. Structure: The way the organization is structured and who reports to whom. Dominos has been able to maintain the structure and the disciplinary approach. The all things are in accordance and the customer is given a special attention and satisfaction. Systems: The daily activities and procedures that staff members engage in to get the job done. Shared Values: Called "super ordinate goals" when the model was first developed, these are the core values of the company that are evidenced in the corporate culture and the general work ethic. Style: The style of leadership adopted. Staff: The employees and their general capabilities. Skills: The actual skills and competencies of the employees working for the company.

Page 20

Consumer Satisfaction in Dominos Pizza India Limited

COMPETITORS INFORMATION:
Major players in this field: 1) Papa Johns Pizza 2) Nirulas 3) Pizza hut 4) KFC 5) Mc Donalds These day working executives are busy a lot they dont have the spare time to cook food due to their high this possible income and ever increasing arperalional levels they prefer to it out at this fast food outlets (McDonalds, Nirulas, Pizza Hut) where they find the match according to their asperitional level.

1. Papa Johns PizzaPapa John's Pizza (NASDAQ: PZZA) is the third largest take-out and delivery pizza restaurant chain in the United States, behind Pizza Hut and Domino's Pizza. It is based in Louisville, Kentucky. Papa John's slogan is Better Ingredients. Better Pizza."

Internationally, there are over 3,300 Papa John's establishments, including over 2,600 in the U.S. and more than 500 in over 30 other countries. Papa
Page 21

Consumer Satisfaction in Dominos Pizza India Limited John's primarily takes carryout and delivery orders, although some stores have tables and chairs. Papa John's offers online ordering throughout the United States, automatically assigning all registered customers to the closest location.

2. NirulasEstablished in 1934, Nirulas today is a diversified group having a chain of elegant Business hotels, Waiter service restaurants, Family style restaurants, Ice Cream parlors, pastry shops and food processing plants in India. The chain with over 60 outlets operating in 5 states successfully caters to the Indian palate of over 50000 guests every day or over 70 years. The restaurants serves a wide variety of multi-cuisine foods, both western and Indian including pizzas, burgers, chana kulcha, saag-roti and much more! Ice cream parlors offer an extensive range of exciting and innovative ice cream flavors with one new flavor added every month. Nirulas pastry shops are a one-stop shop for bakery and confectionary items.

3. Pizza Hut-

Page 22

Consumer Satisfaction in Dominos Pizza India Limited Pizza Hut is the largest pizza restaurant company in the world. It has 12700 outlets in 90 countries. Pizza Hut has an aggressive expansion plan for India. It intends to have 100 outlets by the end of 2004. Pizza Hut will consolidate its presence in cities where it already exists as an endeavor to create a major share of these profitable markets first before spreading to other markets. Pizza Hut is one of the largest pizza brands. Further, all new outlets in India would be franchisee owned resulting from the smooth functioning of the existing stores which are all franchisee owned. Hence, the same arrangement will be followed in the future to ensure growth-oriented results. The data written below represent what Pizza Hut is all about and gives a brief profile of the company.

4. KFCKFC Corporation (KFC), founded and also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky, in the United States. KFC has been a brand and operating segment, termed a concept of Yum! Brands since 1997, when that company was spun off from PepsiCo as Tricon Global Restaurants Inc. KFC primarily sells chicken pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of grilled and roasted chicken products, side dishes and desserts. Outside the USA, KFC offers beef based products such as hamburgers or kebabs, poutine, pork based products such as ribs and other regional fare. The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952, though the idea of KFC's fried chicken actually goes back
Page 23

Consumer Satisfaction in Dominos Pizza India Limited to 1930. Although Sanders died in 1980, he remains an important part of the company's branding and advertisements, and "Colonel Sanders" or "The Colonel" is a metonym for the company itself. The company adopted KFC, an abbreviated form of its name, in 1991. Starting in April 2007, the company began using its original name, Kentucky Fried Chicken, for its signage, packaging and advertisements in the U.S. as part of a new corporate re-branding program; newer and remodeled restaurants will have the new logo and name while older stores will continue to use the 1980s signage. Additionally, Yum! continues to use the abbreviated name freely in its advertising.

5. Mc DonaldsMcDonald's Corporation (NYSE: MCD) is the world's largest chain of hamburger fast food restaurants, serving more than 58 million customers daily. In addition to its signature restaurant chain, McDonalds Corporation held a minority interest in Pret A Manger until 2008, was a major investor in the Chipotle Mexican Grill until 2006, and owned the restaurant chain Boston Market until 2007. A McDonald's restaurant is operated by a franchisee, an affiliate, or the corporation itself. The corporation's revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. McDonald's revenues grew 27% over the three years ending in 2007 to $22.8 billion, and 9% growth in operating income to $3.9 billion.

Page 24

Consumer Satisfaction in Dominos Pizza India Limited McDonald's primarily sells hamburgers, cheeseburgers, chicken products, French fries, breakfast items, soft drinks, shakes, and desserts. In response to obesity trends in Western nations and in the face of criticism over the healthiness of its products, the company has modified its menu to include alternatives considered healthier such as salads, wraps and fruit.

1.3 CURRENT ISSUES

Middleby Marshall, the world leader in conveyor ovens, has been awarded the 2008 Excellence in Partnership Award from Dominos Pizza India, Ltd. This is the third consecutive year Middleby has received the award.

Page 25

Consumer Satisfaction in Dominos Pizza India Limited Middleby Marshall has partnered with Dominos India since their first pizza store opened in New Delhi in 1996. Today, India is the fastest growing country in the Dominos network. "We are honored to receive this award from a true partner and the very innovative team at Dominos India," said Middleby Marshall President Mark Sieron. "Our ovens have helped Dominos establish a reputation in India for being the home delivery specialist capable of delivering pizzas within 30 minutes to a community of loyal customers from its entire chain of stores around the country." Industry data confirms people across India are consuming more than three million pizzas a month and the monthly sales figures are projected to double in the next four years across India. Since inception, Domino's Pizza India Ltd. has proceeded to become one of the largest and fastest growing international food chains in South Asia. Today, Domino's Pizza India has grown into a countrywide network of over 220 outlets in 42 cities and is the leader in the fast food delivery segment. Ever since it was established, Domino's Pizza India has maintained its position of market leadership with its constant product innovation. Customers can order their pizzas by calling a single countrywide Happiness Hotline. Domino's India was the first to start this type of countrywide number for its customers. Currently Middleby Marshall Ovens are installed in Dominos restaurants around the world, cooking more than 1 million pizzas per day. R. Narayan B. Iyer and Dr. Suhasini Sharma from Indian Development Foundation created awareness on TB to the members of Dominos Pizza at four different stores in Mumbai on Saturday, 14th March. Dominos Pizza
Page 26

Consumer Satisfaction in Dominos Pizza India Limited Stores at Vile Parle (West), Vile Parle (East), Mahakali Caves Road and Chakala organized the awareness program.

Page 27

Consumer Satisfaction in Dominos Pizza India Limited

Ajay Kaul, Chief Executive Officer of Domino's India (left) and Tarun Bhasin, Domino's India Chief of Operations (right) present the theDomino's India 2008 Business Partner of the Year Award to Abhishek Azad of Middleby-Marshall India (center).

CHAPTER- 2
INTRODUCTION TO THE PROBLEM
Page 28

Consumer Satisfaction in Dominos Pizza India Limited

2.1 Statement of the problem

This topic is about analyzing the satisfaction of the consumers towards the services provided by Dominos Pizza India Ltd. It has come through to give a clear cut idea to the market strategy, the ways of how the marketing pattern of Dominos Pizza India Ltd is. Its main aim is to find out the marketing strategy and pattern of Dominos Pizza India Ltd. in Bangalore and also how it properly acts to attract customers to its enterprise. The comprehensive statement of the problem can be state as A Study on Consumer satisfaction of Dominos Pizza India Limited in Bangalore city.

2.2 OBJECTIVES OF THE STUDY

To do customer value analysis which includes identifying the major attributes that customers value in a fast food chain restaurant, assessing the quality of the different attributes. To shed light on different aspects that a service based food chain must follow in order to increase its market share and for being on a continuous growth stream. To identify different activities that an aggressive company like Dominos follow in order to establish itself in a local market and increasing sales by being in customers mind and heart. To know the consumer perception and Preference about Dominos products.
Page 29

Consumer Satisfaction in Dominos Pizza India Limited

2.3 Scope of the study

The study is exclusively conducted for consumers of Dominos Pizza India Ltd. which are dispersed in different areas of Bangalore city. As both organizational and personal consumers use the product, their needs, preference, usage habit, post purchases actions vary- Widely which in turn gave the study a wide and large scope for analysis. The time frame of this study lasted for about 2 months i.e., February-March 2011.

2.4 Need/purpose of the study

The study helps Dominos Pizza India Ltd. to appreciate the factors leading to consumer satisfaction. The study helps to understand consumers attitude towards Dominos Pizza India Limited services and products. The study also helps Dominos Pizza India Ltd. to obtain suggestions regarding improvement in the services provided.

Page 30

Consumer Satisfaction in Dominos Pizza India Limited

CHAPTER- 3
RESEARCH METHODOLOGY
3.1 Research Design
Page 31

Consumer Satisfaction in Dominos Pizza India Limited The controlling plan for a marketing research study in which the methods and procedures for collecting and analyzing the information is to be collected is known as Research Design or a framework or plan for a study that guides the collection and analysis of the data.

3.2 RESEARCH METHOD/ DATA SOURCES

Descriptive ResearchA research design in which the major emphasis is on determining the frequency with which something occurs. For example, how often users access internet in a given month. The focus of descriptive research is to provide an accurate description for something that is occurring.

Data Source:
In this project both primary data as well as secondary data are used. PRIMARY DATA Primary data used in this project is collected through three sources: Questionnaire Method Direct Personal Interview Method Observation Method

SECONDARY DATA It is not possible to collect first hand information for each & everything so, secondary data from various sources like Internet, A. C Neilsons report on
Page 32

Consumer Satisfaction in Dominos Pizza India Limited Jan, 2007, Information from television channels like CNBC, Z Business, NDTV Profit etc. and Indian Infoline Website.

3.3 Sampling
A fine subset of the population, selected from it with the objectives of investigating its properties is called a sample and the number of unit in the sample is known as sample size. Sampling is a tool which enables us to draw conclusion about the characteristics of the population after studying only those subjects or items that are included in the sample. In sampling method only few units of the population is considered. The choice of an appropriate sampling design is of keeping in view the objectives and scope of the enquiry and the type of the universe to be sampled.

Sampling techniques:
Random sampling Non random sampling Random sampling: A random sampling is done in such a way that each member of the universe has a change of being selected, which enables statistics procedures to be used under the result to estimate sampling. Non random sampling: In the non-random sampling the chance of any particular unit in the population being selected is unknown. The judgments sampling method under non-random sampling method was adopted for the study with a
Page 33

Consumer Satisfaction in Dominos Pizza India Limited sample size of 100 respondents, which are chosen in a judgment manner from the customer. In this method a designed number of sample unit is selected deliberately or purposely depending upon the objectives of the enquirer so that only the important items representing the true characteristics of the population are included in the sample.

Area of samplingIn this study primary data plays a vital role. The process of choosing the correct number of respondents is nothing but sampling procedure. Sampling area: Bangalore city

Sampling Size100 is the number of items to be selected from the universe to constitute the sample. The method used here is random sampling and on- the spot sampling, where the samples are selected without considering any particular quality.

Sample MethodRandom Sampling

3.4 Field work

The study has been analyzed in different region in the city. Such regions are as under-

Page 34

Consumer Satisfaction in Dominos Pizza India Limited Region Jayanagar Kumaraswamy Layout Banashankari Number of respondents Yet to approach - Do - Do -

3.5 LIMITATIONS OF THE STUDY

Since the road to improvement is never ending, so this study also suffers from certain limitations. Some of them are as follows: Scope of project is limited in the sense that only Dominos has been taken for consumer research. The extent of the survey was Bangalore only. So the suggestions or arguments given in the report may not hold true for other locations in India. Questionnaire method involves some uncertainty of response. Cooperation on the part of informants, in some cases, was difficult to presume. Because of time constraints and reserve constraints, a mix of

convenient sampling and judgment (Probability & Random) sampling was used. Also because of above mentioned constraints, the sample size chosen for the survey was 100 people. It is possible that the information supplied by the informants may be incorrect.
Page 35

Consumer Satisfaction in Dominos Pizza India Limited

3.6 PLAN OF ANALYISIS

The primary data that is collected using the questionnaire is analyzed step by step: The questionnaire is prepared keeping in mind the objectives of the study. The data are tabulated and the respondents are classified according to age, sex, occupation and monthly income. The data relating to the objectives has tabulated and their percentages will be calculated. The finding of the study is based on assumption that the information collected from the respondents is accurate.

Conclusions are based on the findings and implications

3.7 Chapter scheme

1. General Introduction This chapter explains the different Marketing Strategies adopted by Dominos in Bangalore for consumer satisfaction. It also gives a theoretical background of the various aspects of the selected problems. 2. Introduction to the problem This chapter deals about analyzing the problem area of the Dominos to get a clear cut idea about the marketing strategies and the ways of how the marketing pattern of Dominos is. 3. Research Design
Page 36

Consumer Satisfaction in Dominos Pizza India Limited This chapter deals with the methodology in the approach of the study. It includes all the framing of objectives to fieldwork and analysis, and gives a detailed description of the research design. 4. Company Profile This chapter reveals the detailed information about the company along with the important people, employees, products and services. 5. Data Analysis and Interpretation This chapter deals with the analysis of the questionnaires used for survey as a primary source of data. 6. Findings This chapter is all about what is being analysis from the previous chapter along with the derivations from the questionnaires.

Page 37

Consumer Satisfaction in Dominos Pizza India Limited

CHAPTER- 4
COMPANY PROFILE

Page 38

Consumer Satisfaction in Dominos Pizza India Limited

4.1 DOMINOS PIZZA INDIA LIMITED

Type Industry Founded Headquarters Key people Products Revenue Employees Website Public (NYSE: DPZ) Restaurants Ypsilanti, Michigan, U.S. (1960) Ann Arbor, Michigan, U.S. Tom Monaghan, Founder; J. Patrick Doyle, CEO Pizza, sandwiches, pasta, chicken wings, desserts Increase $1.425 billion USD (2008) 145,000 www.dominos.com

Domino's Pizza, Inc. (NYSE: DPZ) is an international pizza delivery corporation headquartered in Ann Arbor, Michigan, United States. Founded in 1960, Domino's is the second-largest pizza chain in the United States and has nearly 9,000 corporate and franchised stores in 60 international markets and all 50 U.S. states. Domino's Pizza was sold to Bain Capital in 1998 and went public in 2004. The menu features pizza, pasta, oven-baked sandwiches, wings, boneless chicken, salads, breadsticks, cheese sticks, and a variety of dessert items.

Company BackgroundPage 39

Consumer Satisfaction in Dominos Pizza India Limited In 1960, Tom Monaghan and his brother, James, purchased Domi Nick's, a small pizza store in Ypsilanti, Michigan. The deal was secured by a US$75 down payment and the brothers borrowed $500 to pay for the store. Eight months later, James traded his half of the business to Tom for a used Volkswagen Beetle. As sole owner of the company, Tom Monaghan renamed the business Domino's Pizza, Inc. in 1965. In 1967, the first Domino's Pizza franchise store opened in Ypsilanti. The company logo was originally planned to add a new dot with the addition of every new store, but this idea quickly faded as Domino's experienced rapid growth. By 1978, the franchise opened its 200th store. In 1975, Domino's faced a lawsuit by Amstar Corporation, maker of Domino Sugar, alleging trademark infringement and unfair competition. On May 2, 1980, a federal appeals court found in favor of Domino's Pizza.

International Expansion:
On May 12, 1983, Domino's opened it s first international store, in Winnipeg, Manitoba, Canada. The same year, Domino's opened its 1,000th store overall, and by 1995, Domino's had 1,000 international locations. In 1997, Domino's opened its 1,500th international location, opening seven stores in one day across five continents.

Sale of Company:

Page 40

Consumer Satisfaction in Dominos Pizza India Limited In 1998, after 38 years of ownership, Domino's Pizza founder Tom Monaghan announced his retirement and sold 93 percent of the company to Bain Capital, Inc. for about $1 billion and ceased being involved in day-today operations of the company. A year later, the company named David A. Brandon Chairman and Chief Executive Officer.

Current ScenarioIn 2004, after 44 years as a privately held company, an employee of Domino's Pizza rang the opening bell at the New York Stock Exchange and the company began trading common stock on the NYSE under the ticker symbol "DPZ". Industry trade publication Pizza Today magazine named Domino's Pizza "Chain of the Year" in 2003 and did so again in 2010.In a simultaneous celebration in 2006, Domino's opened its 5,000th U.S. store in Huntley, Illinois, and its 3,000th international store in

Panama City, making 8,000 total stores for the system. Also that year, the Domino's Pizza store in Tallaght, Dublin, Ireland, became the first in Domino's history to hit a turnover of $3 million per year. As of September 2006, it has 8,238 stores which totalled US$1.4 billion in gross income. In 2007, Domino's introduced its Veterans and Delivering the Dream franchising programs and also rolled out its online and mobile ordering sites.
Page 41

Consumer Satisfaction in Dominos Pizza India Limited In 2009, Domino's introduced the Pizza Tracker, an online application that allows customers to view the status of their order in a simulated "real time" progress bar. In addition, the first Domino's with a dining room opened in Stephenville, Texas, giving the customers the option to either eat in or take their pizza home. Since 2005, the voice of Domino's Pizza's national phone ordering service 1 -800-DOMINOS has been Kevin Railsback. In a 2009 survey of consumer taste preferences among national chains by Brand Keys, Domino's was last tied with Chuck E. Cheese's. In December that year, Domino's announced plans to entirely reinvent its pizza. It began a self-flogging ad campaign in which consumers were filmed criticizing the pizza's quality and chefs were shown developing the new product. The new pizza was introduced that same month, and the following year, Domino's 50th anniversary, the company acquired J. Patrick Doyle as its new CEO experienced a historic 14.3% quarterly gain. While admitted not to endure, the success was described by Doyle as one of the largest quarterly same-store sales jumps ever recorded by a major fast-food chain.

Products Range-

Page 42

Consumer Satisfaction in Dominos Pizza India Limited The current Domino's menu features a variety of Italian-American entrees and sides. Pizza is the primary focus, with traditional, specialty and custom pizzas available in a variety of crust styles and entrees toppings. include

Additional

pasta bread bowls and ovenbaked sandwiches. The menu offers chicken side dishes, breadsticks and salads, as well as beverages and desserts. From its founding until the early 1990s, the menu at Domino's Pizza was kept simple relative to other fast food restaurants, to ensure efficiency of deliver y. Historically, Domino's menu consisted solely of one pizza in two sizes (12-inch and 16- inch), 11 toppings, and Coke as the only soft drink opt ion. The first menu expansion occurred in 1989, with the debut of Domino's deep dish, or pan pizza. Its introduction followed market research showing that 40% of American pizza customers preferred thick crusts. The new product launch cost approximately $25 million, of which $15 million was spent on new sheet metal pans with perforated bottoms. Domino's started testing extra-large size pizzas in early 1993, starting with the 30-slice, yard-long "The Dominator". Domino's tapped into a market trend toward bite-size foods with spicy Buffalo Chicken Kickers, as an alternative to Buffalo wings, in August 2002. The breaded, baked, white-meat fillets, similar to chicken tenders, are
Page 43

Consumer Satisfaction in Dominos Pizza India Limited packaged in a custom-designed box with two types of sauce to "heat up" and "cool down" the chicken. In August 2003, Domino's announced its first new pizza since January 2000, the Philly Cheese Steak Pizza. The product launch also marked the beginning of a partnership with the National Cattlemen's Beef Association, whose beef Check-Off logo appeared in related advertising. Domino's continued its move toward specialty pizzas in 2006, with the introduction of its "Brooklyn Style Pizza", featuring a thinner crust, cornmeal baked in to add crispness, and larger slices that could be folded in the style of traditional New York style pizza. In 2008, Domino's once again branched out into non-pizza fare, offering oven-baked sandwiches in four styles, intended to compete with Subway's toasted submarine sandwiches. Early marketing for the sandwiches made varied references to its competition, such as offering free sandwiches to customers named "Jared," a reference to Subway's spokesman of the same name. The company introduced its American Legends line of specialty pizzas in 2009, featuring 40% more cheese than the company's regular pizzas, along with a greater variety of toppings. That same year, Domino's began selling its Bread Bowl Pasta entree, a lightly seasoned bread bowl baked with pasta inside, and Lava Crunch Cake dessert, composed of a crunchy chocolate shell filled with war m fudge. Domino's promoted the item by flying in 1,000 cakes to deliver at Hoffstadt Bluffs Visitor Centre near Mount St Helens. In 2010, the company changed its pizza recipe "from the crust up", making significant changes in the dough, sauce and cheese used in their
Page 44

Consumer Satisfaction in Dominos Pizza India Limited

A makeline at dominos
pizzas. Their advertising campaign admitted to earlier problems with the public perception of Domino's product due to issues of taste. Domino's management is led by J. Patrick Doyle, CEO from March 2010, formerly and president of Domino's USA. Previous chief executive David Brandon, made athletic director of the University of Michigan in January 2010, remains chair man. Among 11 executive vice presidents are Michael Lawton, CFO; Asi Sheikh, Team USA; Scott Hinshaw, Franchise Operations and Development; and Kenneth Rollin, General Counsel.

Domino's operations are overseen by a board of directors led by Brandon. Other members of the board are Andrew Balson, Diana Cantor, Mark Nunnelly, Robert Rosenberg and Bud Hamilton.

Page 45

Consumer Satisfaction in Dominos Pizza India Limited

Charitable activities
In 2001, Domino's launched a two-year national partnership with the MakeA-Wish Foundation of America. That same year, the company stores in New York City and Washington D.C. provided more than 12,000 pizzas to relief workers following the September 11 attacks on the World Trade Centre and The Pentagon. Through a matching funds program, the corporation donated $350,000 to the American Red Cross' disaster relief effort. In 2004, Domino's began its current partnership with St. Jude Children's Research Hospital, participating in the hospital's "Thanks and giving" campaign since it began in 2004, raising more than $1.3 million in 2006.

Advertising and sponsorship

In the 1980s, Domino's Pizza was well known for its advertisements featuring The Noid. That concept was created by Group 243 Inc. who then hired Will Vinton Studios to produce the television commercials that they created. The catch phrase associated with the commercials was "A the Noid." Due to a glitch on the Domino's website, the company gave away
Page 46

Consumer Satisfaction in Dominos Pizza India Limited nearly 11,000 free medium pizzas in March 2009. The company had planned the campaign for December 2008 but dropped the idea and never promoted it. The code was never deactivated though and resulted in the free giveaway of the pizzas across the United States after someone discovered the promotion on the website by typing in the word "bailout" as the promotion code and then shared it with others on the Internet. Domino's deactivated the code on the morning of Tuesday, March 31, 2009 and promised to reimburse store owners for the pizzas. Domino's sponsored CART's Doug Shierson Racing, which was driven by Arie Luyendyk, and the team won the 1990 Indianapolis 500. In 2003, Domino's teamed up with NASCAR for a multi-year partnership to become the "Official Pizza of NASCAR."Domino's also sponsored Michael Waltrip Racing and driver David Reutimann during the 2007 season in the NASCAR Sprint Cup Series.

30-minute guarantee Service

Starting in 1973, Domino's Pizza had a guarantee that customers would receive their pizzas within 30 minutes of placing an order, or they would receive the pizzas free. The guarantee was reduced to $3 off in the mid 1980s. In 1992, the company settled a lawsuit brought by the family of an Indian woman who had been killed by a Domino's delivery driver, paying the family $2.8 million. In 1993, Domino's settled another lawsuit, this one brought by a woman who was injured when a Domino's delivery driver ran a red light and collided with her vehicle. The woman was paid nearly $80 million. The guarantee was dropped that same year because of the "public perception of reckless driving and irresponsibility", according to Monaghan.
Page 47

Consumer Satisfaction in Dominos Pizza India Limited In December 2007, Domino's introduced a new slogan, "You Got 30 Minutes", alluding to the earlier pledge but stopping short of promising delivery in a half hour. 30 minutes guarantee for hot and delicious pizza or free.

Page 48

Consumer Satisfaction in Dominos Pizza India Limited

CHAPTER- 5

Page 49

Consumer Satisfaction in Dominos Pizza India Limited

DATA ANALYSIS AND INTERPRETATION

DEFINITION OF ANALYSIS
Analysis is the process of breaking a complex topic or substance into smaller parts to gain a better understanding of it. The technique has been applied in formal concept is a relatively recent development. It is the process of placing data in order form, combining them with existing informations and extracting meaning from them. Interpretation is the process of drawing; conclusions from the gathered data in a study. Analysis methods should be selected on the basis of whether or not they will be able to effectively answer the evaluation questions within each evaluation project. There are a number of considerations when selecting evaluation methods. The first is to make sure that the methods which are selected are appropriate and ethical for the groups involved in them. Appropriate ethical approval processes need to be followed where required and evaluators need to confirm to appropriate ethical standards.
Page 50

Consumer Satisfaction in Dominos Pizza India Limited

Methods selection in evaluation also needs to be very focused on value for money in terms of the selection of methods. There are usually limited evaluation resources and they need to be used wisely. Evaluation methods should be fit for purpose in the sense that they provide the amount of information required at a level of certainty which is sufficient for the purpose of the evaluation.

1) Analysis of Table 1:
Love for outdoor eating PARTICULAR Yes No TOTAL NO.OF RESPONDENTS 80 20 100 PERCENTAGE 80% 20% 100%

As per the data analysis, 80 respondents love outdoor eating and 20 respondents like to dine at their homes.

Page 51

Consumer Satisfaction in Dominos Pizza India Limited

Love for outdoor eating

20%

Yes No 80%

INTERPRETATION: In the first question, we have the assessed the outdoor eating preferences of our respondents and we interpreted that a majority of 80% respondents replied that they like eating outdoors.

2) Analysis of Table 2:
Page 52

Consumer Satisfaction in Dominos Pizza India Limited Frequency of visit

PARTICULAR Once a week More than once a week Once a month Once a fort night TOTAL

NO.OF RESPONDENTS 20 14 16 50 100

PERCENTAGE 20% 14% 16% 50% 100%

As per the data analysis, 20 respondents visit once a week, 14 visit more than once a week, 16 visit once in a month and 50 respondents visits Dominos once a fort night.

Page 53

Consumer Satisfaction in Dominos Pizza India Limited

50 45 40 35 30 25 20 15 10 5 0 Once a week More than once a week Once a month Once a forth night 20 14 16 50

Frequency of visit

INTERPRETATION: In this question, we have assessed the frequency of visits to Dominos Outlets, and we interpreted that a majority of 50% respondents visit fort night and 20% respondents visit once a week.

Page 54

Consumer Satisfaction in Dominos Pizza India Limited

3) Analysis of Table 3:
Customer Preference PARTICULAR Dominos Pizza Hut Mc Donalds KFC TOTAL NO.OF RESPONDENTS 34 30 20 16 100 PERCENTAGE 34% 30% 20% 16% 100%

As per the data analysis of question 3, 34 prefer Dominos, 30 respondents prefer Pizza Hut, 20 like Mc Donalds and the rest 16 go for KFC.

Page 55

Consumer Satisfaction in Dominos Pizza India Limited

35% 30% 25% 20% 15% 10% 5% 0% Domino's Pizza Hut Mc Donald's KFC 34%

30% 20% 16%

Customer Preference

INTERPRETATION: In the third question, we have analyzed the customer preference in terms of fast food outlets. From the above graph, we have interpreted that most of the people that is 34% respondents prefer Dominos followed by Pizza Hut being 30%, Mc Donalds 20% and KFC 16%.

4) Analysis of Table 4:
Page 56

Consumer Satisfaction in Dominos Pizza India Limited Consistency of taste and quality

PARTICULAR Yes No TOTAL

NO.OF RESPONDENTS 86 14 100

PERCENTAGE 86% 14% 100%

As per the data analysis, 86 respondents said there is a consistency of taste and quality in the food at Dominos Pizza, while 14 respondents did not agree upon this.

Page 57

Consumer Satisfaction in Dominos Pizza India Limited

Constency in Taste
14%

Yes No

86%

INTERPRETATION: In this question, we have assessed about the taste and quality consistency at Dominos Pizza India Limited, and we interpreted from the above data that 86% respondents feels the same taste and quality every time they visit, while the rest 14% said that there is bit changes in taste and quality time to time.

5) Analysis of Table 5:
Page 58

Consumer Satisfaction in Dominos Pizza India Limited Pricing Satisfaction PARTICULAR Satisfied Very Satisfied Not Satisfied TOTAL NO.OF RESPONDENTS 55 30 15 100 PERCENTAGE 55% 30% 15% 100%

As per the data analysis, 55 respondents are satisfied with its price, 30% are very satisfied, and 15 are not that much satisfied with the pricing.

Page 59

Consumer Satisfaction in Dominos Pizza India Limited

Promotional Measures
Satisfied Very Satisfied Not Satisfied

15%

30%

55%

INTERPRETATION: In this question, we have assessed the price satisfaction of the respondents and 55% are satisfied with its price, whereas 30% are very much satisfied but 15% do not feel good about the price.

6) Analysis of Table 6:
Page 60

Consumer Satisfaction in Dominos Pizza India Limited Promotional Measures

PARTICULAR Very Effective Effective Not Effective TOTAL

NO.OF RESPONDENTS 10 50 40 100

PERCENTAGE 10% 50% 40% 100%

As per the data analysis, 10 respondents think that the promotional measures of Dominos is very effective, 50 think its effective to a certain extent, while 40 do not the promotional measures effective.

Page 61

Consumer Satisfaction in Dominos Pizza India Limited

Promotional Measures
Very effective Effective Not Effective

40%

10%

50%

INTERPRETATION: In the seventh question, we have assessed the effectiveness of Dominos promotional measures. From the above chart, we interpreted that 50% respondents think it was effective while 40% do not think so.

7) Analysis of Table 7:
Page 62

Consumer Satisfaction in Dominos Pizza India Limited Recommendation to Dominos PARTICULAR Include more varieties Reduce Prices Better Promotions Improve Quality TOTAL NO.OF RESPONDENTS 52 12 10 26 100 PERCENTAGE 52% 12% 10% 26% 100%

As per the data analysis recommendation to Dominos goes like this : respondents who need more varieties are 52, who want reduction at the price are 12 , those who feel that the promotional strategy is not having the impact are 10 and who desires for quality are 26.

Page 63

Consumer Satisfaction in Dominos Pizza India Limited

60

52

50

40 26

30

20

12

10

10

0 Include more variety Reduce Prices Better Promotion Improve quality

Recommendation to Dominos

INTERPRETATION: In this question, we have assessed the suggestions and feed back of the respondents about Dominos and we interpreted that a majority of 52% wants more varieties to be added to the menu, 12% suggests a low price, 10% better promotion and 26% recommend to improve the quality of food.

8) Analysis of Table 8:
Page 64

Consumer Satisfaction in Dominos Pizza India Limited Eating Experience PARTICULAR Excellent Very Good Good Poor TOTAL NO.OF RESPONDENTS 15 20 50 15 100 PERCENTAGE 15% 20% 50% 15% 100%

As per data analysis, the eating experience of 15 respondents was excellent, 20 was very good, 50 good, and 15 poor.

Page 65

Consumer Satisfaction in Dominos Pizza India Limited

Eating Experience
15% 15%

20%

Excellent Very Good Good

50%

Poor

We have analyzed that 50% respondents has a good eating experience and 15% respondents did not feel a nice experience there.

9) Analysis of Table 9:
Page 66

Consumer Satisfaction in Dominos Pizza India Limited Varieties satisfaction PARTICULAR Very Satisfied Satisfied Not Satisfied TOTAL NO.OF RESPONDENTS 70 15 15 100 PERCENTAGE 70% 15% 15% 100%

As per data analysis, 70 respondents are very satisfied with the varieties in menu, 15 are only satisfied, and 15 are not satisfied.

Page 67

Consumer Satisfaction in Dominos Pizza India Limited

80% 70% 60% 50% 40% 30% 20% 10% 0%

70%

15%

15%

Very Satisfied

Satisfied Varieties Satisfaction

Not Satisfied

INTERPRETATION: In this question, we have assessed that 70% respondents are very satisfied with the varieties in food menu, while 15% are not satisfied with those varieties.

10) Analysis of Table 10:

Page 68

Consumer Satisfaction in Dominos Pizza India Limited Awareness of Charity Services PARTICULAR Yes No TOTAL NO.OF RESPONDENTS 60 40 100 PERCENTAGE 60% 40% 100%

As per data analysis, 60 are aware of the charity schemes while 40 do not know about the charity schemes of Dominos.

Page 69

Consumer Satisfaction in Dominos Pizza India Limited

70% 60% 50% 40% 30% 20% 10% 0% Yes

60%

40%

No Charity Services

INTERPRETATION: In this question we have assessed the awareness of charity scheme of Dominos among the respondents and 60% result was positive.

Page 70

Consumer Satisfaction in Dominos Pizza India Limited

11) Analysis of Table 11:

Hygiene PARTICULAR Yes No TOTAL NO.OF RESPONDENTS 98 2 100 PERCENTAGE 98% 2% 100%

As per data analysis, 98 respondents said that the Dominos Outlets are hygienic while 2 replied negatively.

Page 71

Consumer Satisfaction in Dominos Pizza India Limited

Hygiene
2%

Yes No

98%

INTERPRETATION: In the eleventh question, we have assessed about the hygienic condition and we have interpreted that 98% customers are happy about the hygiene there.

Page 72

Consumer Satisfaction in Dominos Pizza India Limited

12) Analysis of Table 12:

Dining Preference PARTICULAR Dine In Take Away TOTAL NO.OF RESPONDENTS 39 61 100 PERCENTAGE 39% 61% 100%

As per data analysis, 39 respondents prefer to dine in the dominos Outlets and the rest 61 prefer take away.

Page 73

Consumer Satisfaction in Dominos Pizza India Limited

Dining Preference

39%

61%

Dine In Take Away

INTERPRETATION: In this question, we have assessed the preference to dine in Dominos Outlets and we interpreted that a majority of 61% prefer take away.

Page 74

Consumer Satisfaction in Dominos Pizza India Limited

13) Analysis of Table 13:

Home Delivery PARTICULAR Yes No TOTAL NO.OF RESPONDENTS 100 0 100 PERCENTAGE 100% 0% 100%

As per data analysis, 100 respondents have ordered for home delivery from Dominos Pizza.

Page 75

Consumer Satisfaction in Dominos Pizza India Limited

120% 100% 80% 60% 100% 40% 20% 0% Yes Home delivery 0% No

INTERPRETATION: In this question, we have assessed whether the respondents have ever ordered for home delivery and the result was 100% yes.

Page 76

Consumer Satisfaction in Dominos Pizza India Limited

14) Analysis of Table 14:

Delivery within 30 minutes PARTICULAR Yes No TOTAL NO.OF RESPONDENTS 96 4 100 PERCENTAGE 96% 4% 100%

As per data analysis, 96 respondents said that they got the home delivery within 30 minutes but 4 did not get within that time limit.

Page 77

Consumer Satisfaction in Dominos Pizza India Limited

Delivery within 30 mins

4%

Yes No

96%

INTERPRETATION: In this question, we have assessed that 96% respondents got their order within 30 minutes of order while 4% did not.

15) Analysis of Table 15:

Page 78

Consumer Satisfaction in Dominos Pizza India Limited Ambience PARTICULAR Yes No TOTAL NO.OF RESPONDENTS 52 48 100 PERCENTAGE 52% 48% 100%

As per the data analysis, 52 respondents liked the ambience and 48 did not.

Page 79

Consumer Satisfaction in Dominos Pizza India Limited

52% 51% 50% 49% 48% 47% 46% Yes Ambience No 48% 52%

INTERPRETATION: In this question, we have assessed that 52% feels nice about Dominos ambience, while 48% said there should be some more creativity.

Page 80

Consumer Satisfaction in Dominos Pizza India Limited

16) Analysis of Table 16:

Food Preference PARTICULAR Veg Non- veg TOTAL NO.OF RESPONDENTS 28 72 100 PERCENTAGE 28% 72% 100%

As per data analysis, 28 respondents said they prefer vegetarian food and 72 prefer Non- vegetarian.

Page 81

Consumer Satisfaction in Dominos Pizza India Limited

72% 80% 70% 60% 50% 40% 30% 20% 10% 0% Veg Non - Veg Food Preference 28%

INTERPRETATION: In this question, we have assessed that 72% prefer Non-vegetarian over Vegetarian food.

Page 82

Consumer Satisfaction in Dominos Pizza India Limited

CHAPTER- 6
FINDINGS OF THE STUDY

80% of the customers loved to dine outside their home. 50% of the respondents visit Dominos once a fort night ,followed by once a week, once a month and then more than once a week. 34% of the respondents prefers Dominos, then followed by pizza hut, Mc. Donalds and KFC respectively. 86% of the customers felt that the taste and quality of the food at Dominos Pizza remains same, whenever they visit. 55% of the customers are followed by the pricing and less than 20% are not satisfied.

Page 83

Consumer Satisfaction in Dominos Pizza India Limited 50% of the respondents feel that the promotional measures are effective only 40% felt that it is not. 52% recommended that Dominos should include more varieties, then some of them suggested that there should be reduction in prices, then 26% and 10% suggested that improve in quality and better

promotion should be there. 50% consumers are satisfied with the eating experience in Dominos only 15% felt bad about it. 70% of the customers are happy with the varieties which are offered in the menu only 15% was not satisfied. The 60% respondents are aware about the charity services which are taken under by the co. rest of them are in dark. 98% customers are satisfied with the hygiene factor at Dominos. 39% of the respondents feel like to dine in the outlet and the rest of 61% want to take away and enjoy their meal at outside of the outlet. 100% respondents ordered for home delivery also in their past. 96% of the respondents got their home delivery package within 30 minutes. 52% of the respondents feel the ambience of the outlet is good and rest of them doesnt seem to be very happy. 72% respondents liked to have non- vegetarian food and only 28% turned up for vegetarian food in the outlet.
Page 84

Consumer Satisfaction in Dominos Pizza India Limited

Page 85

Consumer Satisfaction in Dominos Pizza India Limited As per the data analysis, 80% respondents love outdoor eating and 20% respondents like to dine at their homes. As per the data analysis, 20% respondents visit once a week, 14% visit more than once a week, 16% visit once in a month and 50% respondents visits Dominos once a fort night. As per the data analysis of question 3, 34% prefer Dominos, 30% respondents prefer Pizza Hut, 20% like Mc Donalds and the rest 16% go for KFC. As per the data analysis, 86% respondents said there is a consistency of taste and quality in the food at Dominos Pizza, while 14% respondents did not agree upon this. As per the data analysis, 55% respondents are satisfied with its price, 30% are very satisfied, and 15% are not that much satisfied with the pricing. As per the data analysis, 10% respondents think that the promotional measures of Dominos is very effective, 50% think its effective to a certain extent, while 40% do not the promotional measures effective. As per the data analysis recommendation to Dominos goes like this : respondents who need more varieties are 52%, who want reduction at the price are 12% , those who feel that the promotional strategy is not having the impact are 10% and who desires for quality are 26%. As per data analysis, the eating experience of 15% respondents was excellent, 20% was very good, 50% good, and 15% poor.

Page 86

Consumer Satisfaction in Dominos Pizza India Limited As per data analysis, 70% respondents are very satisfied with the varieties in menu, 15% are only satisfied, and 15% are not satisfied. As per data analysis, 60% are aware of the charity schemes while 40% do not know about the charity schemes of Dominos. As per data analysis, 98% respondents said that the Dominos Outlets are hygienic while 2% replied negatively. As per data analysis, 39% respondents prefer to dine in the dominos Outlets and the rest 61% prefer take away. As per data analysis, 100% respondents have ordered for home delivery from Dominos Pizza. As per data analysis, 96% respondents said that they got the home delivery within 30 minutes but 4% did not get within that time limit. As per the data analysis, 52% respondents liked the ambience and 48% did not. As per data analysis, 28% respondents said they prefer vegetarian food and 72% prefer Non- vegetarian.

Page 87

Consumer Satisfaction in Dominos Pizza India Limited

CHAPTER- 7
RECOMMENDATIONS & CONCLUSIONS
Dominos should use more aggressive marketing strategy to attract the customers.
Page 88

Consumer Satisfaction in Dominos Pizza India Limited Dominos should introduce some new dishes to pull the customers. Dominos should work out on the ambience more for satisfaction of the customers. Dominos should charge a little less to capture more market. Dominos should improve his quality of the pizzas to the new heights. Dominos should increase the veg. pizza portfolio also for the veggies. They should open more outlets in the overcrowded areas. Dominos should use glass tumblers instead of disposable one to serve the customers. Washrooms should be maintained properly. The personnel should be more polite and well informative Dominos floors should be frequently cleaned. Better air-conditioning can be arranged in the outlet. Frequent feedbacks should be taken from the customers for regular improvement. And last but not the least it should introduce more proper Indian style pizza to attract more INDIANS.

Page 89

Consumer Satisfaction in Dominos Pizza India Limited

ANNEXURE

Questionnaire
Page 90

Consumer Satisfaction in Dominos Pizza India Limited

Dear respondent,
I, Hrishikesh Borah student of Dayananda Sagar Junior Business School, doing my project on Consumer Satisfaction in Dominos Pizza India Ltd. I would be grateful to you if you could kindly cooperate with my work for better of my knowledge.

Name: ____________________________ Phone no: _________________________

1. Do you love eating outdoors? Yes No

2. How frequently you visit Dominos? Once a week Once a month More than once a week Once a forth night

3. Which fast food outlets do you prefer the most? Dominos KFC Pizza Hut Mc.Donalds

4. Is the quality and taste always the same in Dominos? Yes No

Page 91

Consumer Satisfaction in Dominos Pizza India Limited

5. Is the prices are satisfactory or not? Satisfied Satisfied Very Satisfied Not

6. Are the promotional efforts are good enough to pull the customers?

Effective

Very Effective

Not Effective

7. What do you recommend to Dominos?

Include more Varieties Better Promotions

Reduce Price Improve Quality

8. Experience at Dominos? Excellent Good Very Good Poor

9. Is there enough varieties of food to satisfy you? Very Satisfied Satisfied Satisfied Not

Page 92

Consumer Satisfaction in Dominos Pizza India Limited

10.Do you aware about the charity services done by Dominos? Yes No

11.The food at Dominos is hygienic? Yes No

12.Where do you want to dine? Dine In Take Away

13.Do you ever ordered food for home delivery from Dominos? Yes No

14.Is it before 30 minutes? Yes No

15.How was the ambience in Dominos? Good Bad

Page 93

Consumer Satisfaction in Dominos Pizza India Limited

16.What kind of food do you prefer?

Veg

Non Veg

BIBLIOGRAPHY
Observation Individual pre and post program feedback forms through questionnaires. Interviewing and mailing
Page 94

Consumer Satisfaction in Dominos Pizza India Limited Text book Consumer behavior- Appahnahiah, Reddy & Ramnath

Websites
www.google.com www.dominos.co.in www.wikipedia.in www.answers.com

Page 95