RESEARCH PROPOSAL On PIZZA HUT (LEGENDS OF ARABIA) SUBMITTED TO: Sir MUSTABSIR AWAIS SUBMITTED BY: RAO MUHAMMAD

USMAN MBA Banking & Finance 7th Semester SESSION 2010-2013

ALFALAHINSTITUTE OF BANKING AND FINANCE

RESEARCH PROPOSALON PIZZA HUT

INTRODUCTION: History: Two brothers from Kansas founded Pizza Hut in 1958. The $600 start-up money was borrowed from their mother, the equipment was secondhand and the furnishings of the restaurant, which was located at a busy crossroads at the center of Wichita, Kansas, were very modest, But brothers Frank and Dan Carney hit a bull's eye in 1958 when they opened their first pizza restaurant, which they called Pizza Hut, referring to the rather inconspicuous building. Today, more than 50 years later, there are more than 13,000 Pizza Huts in over 100 countries worldwide. A success story that is proof of the good hunch of the two brothers, college students at the time, who followed up on a suggestion made by a friend of the family and believed in a gastronomy concept still relatively unknown in America at that time. It wasnt long before Pizza Hut became a registered trademark and the first franchisees were found. Only ten years after the grand opening in Wichita, more than one million guests had been welcomed in 310 restaurants and with a first branch in Canada, the conquest of the international market had begun. A little later, in 1969, the red roof was introduced as the company logo, which was soon to become world famous as an easily recognized guarantee of crispy pizza, delicious pasta and friendly service in a pleasant atmosphere. Naturally, in the course of the companys 52-year history, there have been many changes in the pizza business. Much of Pizza Huts continued success is based on the fact that it has never deviated from its original principles: quality, characterized by freshness and first-class products, and courteous, friendly service that makes the customer feel like royalty. Pizza Hut has been in existence for over 50 years. With the quality and freshness of their ingredients and their friendly and fast service, the legendary Pan Pizza made them famous but you can also enjoy brand new pizza creations in our restaurants, such as the thin-crust Italian Style, the Cheezy Crust with delicious cheese baked in the crust and tasty pasta dishes and salads. There are more than 6,000 Pizza Hut restaurants in the United States, and another 5,600+ store located in 94 other countries across the world. Pizza Hut initiated its operations in Pakistan with its first restaurant way back in 1993. The journey that started then continues to this day, as the chain consists of over 40 outlets spread all across Pakistan, and is arguably the largest restaurant chain in Pakistan. Karachi the business hub of the nation also serves as the most populous consumer focal point for Pizza Hut in Pakistan. The Clifton outlet of Pizza Hut has won numerous regional rewards for

exceptionally high sales volumes, thanks to the loyalty of Our Customers. In Multan they launched in 2003. I select this topic because Pizza Hut launched LEGENDS OF ARABIA and in the public, customers the LEGENDS OF ARABIA did not catch the attention of some customers because of some variables which are described in this research. Importanc of this topic is that after completion of this research results will tell that what the actual preference of people regarding different variables is. What is the satisfaction level of target customers of PIZZA HUT specially LEGENDS OF ARABIA?

LITERATURE REVIEW: For this research purpose a survey will be conducted and if necessary some interviews will also be there to clearify the research. In order to chek the satisfaction level of the customers regarding LEGENDS OF ARABIA questionnaires will be filled by the respondents and with the results of questionnaires the analysis will be done. PIZZA HUT has a very good image in the public and there is a loyality of customers regarding its products so it keeps changing and bringing change in its products with respect to taste and other features. Before this research many researches has been done on PIZZA HUT. Some researchers had done the research on overall PIZZA HUT and some has done research on its different products. So time to time it is the research through which they had improved their products and got attention of customers. Many times these researches help them to bring new stuff according to the country culture and taste. In Pakistan, different researchers, different students of different universities had done some research work on PIZZA HUT. On LEGENDS OF ARABIA this research is conducting. Recent research on PIZZA HUT that was done by the students of Punjab University Lahore on the title of Quality is pivotal element for customer retention and growth. Although there may be some weakness in the research, sometimes respondents do not co-operate well, sometimes the target customers are not known, sometimes the respondents or target customers are confuse that they didnt know that they like or dislike regarding PIZZA HUT products, limitations such as time constraints and misleading are also there. So its a quite difficult task to find and get responc from target customers of relevant product on which research is going to be held. But good questionairre and good research will get better results.

RESEARCH TITLE AND SITUATION:

To check the responses of customers and their satisfaction level with the LEGENDS OF ARABIA. Pizza hut has launched its new product with name of Legends of ARABIA. Arabic Supreme Shawarma Supreme Shish Taouk Arabic Platter RESEARCH OBJECTIVE: How we can develop the taste of customer to increase the sale of legend of ARABIA. To get aware of customers demand & taste and also to check the customers satisfaction level. Decision Statement: What are the things that can have an effect in enhancing the sales of their new products, like Arabian Pizzas? RESEARCH HYPOTHESIS: People buy pizza for fun and luxury. Taste has the positive impact on the buying behavior of people. Free delivery is very attractive for the people RESEARCH METHODOLOGY: This will be an exploratory research. A well designed questionnaire will be designed for this research. I will use open ended questions to check customer response. Sample Size: I will take sample size of 100 respondents for the collection of data. This will be an exploratory research. Data Collection:

 I will use primary source of data collection like Questionnaires filling. For the collection of secondary data source will be internet. Target Market: Target Market will be the Bahauddin Zakariya University and Gulgasht Colony. VARIABLES: Dependent Variable: Sale of legend of ARABIA Independent Variables: Taste Most of people are conscious about taste & their buying behavior depends on taste of products.Customers usually buy same pizzas for a long time & shifting is not often. Price Changes in prices of products can bring changes in sales of products Night offers & happy hour offers By using these promotion strategies there may be increase in the sales and offering new pizzas in different deals with existing pizzas. DATA ANALYSIS: From the collected data analysis will be done and I will interpret and conclude the results.