RESPONDENT 1: Spriha Singh

I. Personality Test: Five-Factor Model

1. Extroversion:
Disagree Slightly
Disagree
Neutral Slightly
Agree
Agree
1. I prefer to be in large
group rather than alone
Y
2. I am talkative when with
others
Y
3. I am a bold person Y
4. I often start conversation
with others
Y
5. I am quiet around the
strangers
Y
2. Instability
Disagree Slightly
Disagree
Neutral Slightly
Agree
Agree
1. I get stressed out quickly Y
2. I worry about things Y
3. I am moody person Y
4. I am easily disturbed Y
5. I am relaxed most of the
time
Y
3. Agreeableness
Disagree Slightly
Disagree
Neutral Slightly
Agree
Agree
1. I am polite with others Y
2. I sympathize with others
feelings
Y
3. I enjoy helping others Y
4. I consider myself as
someone who is helpful
and unselfish to others
Y
5. I am kind to others Y
4. Openness to experience
Disagree Slightly
Disagree
Neutral Slightly
Agree
Agree
1. I am an imaginative person Y
2. I am appreciative of art Y
3. I usually find a novel
solution
Y
4. I am full of ideas Y
5. I am quick to understand
things
Y

6. Conscientiousness
Disagree Slightly
Disagree
Neutral Slightly
Agree
Agree
1. I am always prepared Y
2. I get chores done right
away
Y
3. I follow a schedule Y
4. I like orderliness Y

II. PERCEPTION ABOUT PRODUCT CATEGORY:
1. Please select the most appropriate for the following statements:
Disagree Slightly
Disagree
Neutral Slightly
Agree
Agree
Pizza is a symbol of
togetherness.
Y
Eating a pizza gives me a
sense of joy &
satisfaction.
Y
I feel like ordering a
pizza whenever I am
Y
hungry.
I have happy memories
in certain pizza outlets
therefore, I visit them
regularly.
Y
For me, pizza is just
another junk food.
Y
I like eating certain
pizzas because of their
aroma (smell).
Y
Pizza Hut is my most
preferred pizza brand.
Y
I get very happy when
my parents order a pizza
for me.
Y
Most of the time, I wish I
had one more pizza,
after finishing the one in
hand.
Y
Whenever I see a pizza
advertisement, I feel like
eating one.
Y
2. What is the first word that comes to your mind when you think of Pizzas?
____________Friends_
3. What is the first word that comes to your mind when you think of Pizza Hut?
____Bad__________
III. SELF CONCEPT
Strongly
agree
Agree Indifferent Disagree Strongly
Disagree
I only have pizza with my friends and
families
Y
Pizzas are my favourite fast food Y
I like to order my own pizza topping
rather than what my friend orders
Y
I hate it when someone orders pizza Y
without asking me
I always check for any discounts for pizzas Y
Me and my friends like to try the new
pizza at the outlet
Y
Pizza is something that is enjoyed alone Y
I dont like fast food because its bad for
my health
Y
I dont like the waiters interfering while I
give the order
Y
Pizzas are the cheapest means to hang
out and party
Y
I like to stick to a few pizza topping Y
Fast food and pizzas particularly are not
harmful
Y
I like to try the flavours and offerings
shown in the advertisements
Y
Waiting for my pizza more than the
required time makes my mood bad
Y
I like it when my favourite song is played
at the pizza store
Y
I like to try different topping of pizza Y
I check the pizza
advertisements/promotions regularly
Y
I hate when my the pizza order I give is
not available
Y
2. Please mark your response on the following scale regarding how you perceive yourself
Value -3 -2 -1 0 1 2 3 Value
Thrifty Y Indulgent
Pleasant Y Unpleasant
Organized Y Unorganized
Youthful Y Mature
Formal Y Informal
Complex Y Simple
Dominating Y Submissive
Contemporary Y Noncontemporary
Colorless Y Colorful


IV. ATTITUDE:
MULTI ATTRIBUTE MODEL
1. Please score on the following attributes. The total of the scores should be 100
Taste-25
Price-30
Quality/Brand-20
Variety-10
Offers-15
2. Please give your ideal ratings on the following attributes (1 being the lowest and 5 being the
highest)
Taste-4
Price-4
Quality/Brand-4
Variety-3
Offers-4
3. Please rate the following brands on the given attributes (1 being the lowest and 5 being the
highest)
Dominoes Pizza Hut

Taste 4 2
Price 3 2
Quality 4 2
Variety 3 3
Offers 4 3

V. BRAND LOYALTY:
1. Are you loyal to any Fast Food Brand? If yes then which brand and why?-Yes, Dominoes, I
like the taste
2. On your favourite brand
Strongly
agree
Agree Indifferent Disagree Strongly
Disagree
The quality is better than
other brands
Y
I can order for cheap Y
I can avail more discounts
and offers
Y
I can get more varieties at
my favourite brand
Y
I can avail more combo
offers
Y
My friends also like this
brand
Y
The advertisements are
very catchy
Y
The services offered are
better than others
Y
It is conveniently located Y
I enjoy the ambience
there
Y
I have some of the best
memories associated
with this brand
Y

VI. NEED:
The method to be used for need determination is value laddering technique. The respondent is
to be asked questions regarding the benefits of pizza. This benefit of consumption of pizza is
further questioned until no additional benefit can be identified. For example, if a respondent
says that they consume a pizza because of its taste, question them further on the benefit they
derive out of this taste and this chain is continued until no additional benefit can be identified.
The aim of this is to find the basic need driving the consumption of pizza, hence, in-depth
questioning is required.
The respondent was asked why she primarily has pizza and she replied that she likes pizza
because of the taste and that it is convenient for her to go to a pizza outlet. On being asked what
benefit she derives out of the taste and convenience, she said that since the place is nearer, she
and her friends have a place to go and spend time together. When it was asked why she likes to
spend time together with her friends, she said that she gets a sense of belongingness by
spending some free time with them.
VII. EMOTION
1. Please indicate your response after consumption of pizza on the following scale
Statement Strongly
Agree
Agree Indifferent Disagree Strongly
Disagree
I feel happy Y
My Attention
span increases
Y
I am more
cheerful
Y
I feel more
active
Y
I feel more
pleased
Y
My level of
desire
increases
Y
I feel excited Y
I feel peaceful Y
I feel stressed Y
I feel relaxed Y
I feel
comfortable
Y
I feel powerful Y

VIII. INVOLVEMENT
1. Do you have a preference for any pizza? If yes, please name them-Pepper Chicken
Prod the respondent on veg/non-veg, choice of toppings, choice of bread etc.-I like Non Veg
Pizza, Pepper Chicken is my favourite as I like Pepper and Chicken and its very tasty in Dominoes
2. Do you actively search for pizza that meets your preference or settle for anything that is
available?-Depends upon what my friends order sometimes
3. Do you like experimenting with new tastes or prefer the ones that you are aware of? Not
exactly
4. When you visit a pizza outlet, do you scan through the menu to find out about any new
additions?-Sometimes I do, but whenever I can I stick to my choice
5. If yes to the previous question, do you order them? Sometimes
6. Do you have any preference towards a particular brand? If yes, name the brand and why?
Dominoes, I like the taste there and my friends like it also
7. Do you actively search for any new deals, new additions to the menu at you preferred
brand? Sometimes
8. Do you visit the website of your preferred brand for information search? If yes, how often
and what do you search about? No
9. At a pizza outlet, do you order according to your choice or the one suggested by the wait
staff? How often do you go with the choice of the wait staff? Our choice only
10. Do you recall any recent advertisements relating to pizza brands or pizzas in general? If yes,
please elaborate. No, I dont check them out so often and dont really get the time to check
out advertisements
11. Do you search for the health information of the pizza that you consume? No, I am not so
health conscious generally
12. If yes, please list down the sources of information.

IX. CONSUMER DECISION MAKING
1. Do you enjoy eating out or prefer home cooked food more? Since I stay in the hostel, I tend
to miss home cooked food more
2. What do you prefer more?
a. Eating out-Y
b. Getting it home delivered
3. How frequently do you eat out in a restaurant?
a. Daily
b. 2 to 3 times a week
c. Once a week
d. Fortnightly
e. Monthly-Y
f. Rarely on some special occasions.
4. How often do you order food through delivery?
a. Daily
b. 2 to 3 times a week
c. Once a week
d. Fortnightly
e. Monthly
f. Rarely on some special occasionsY.
5. What kind of places you prefer for eating out? How often? Usually when?
Kind of dining How often
visited(daily,
weekly, monthly,
When?
(breakfast,
lunch, dinner,
With whom
do visit these
places
Purpose
-birthday,
anniversary, festival
special occasion) snacks) mostly?
(Family,
friends,
siblings,
alone, partner
etc.)
- casual outing
- shopping, movies
-other
Fine dining Special Occasion Dinner Family Anniversaries or
upon family
decisions
Special
cuisine
restaurant
Special Occasion Dinner Family Anniversaries or
upon family
decisions
Food court Monthly Dinner/Lunch Friends Casual Outing
Caf or
bakery
Seldom Snacks Friends Casual Outing
Lounge Never go
Quick serving
restaurant
Weekly/Fortnightly Lunch/Snacks Friends Casual/Birthdays
Street food/
Dhaba
Monthly/ Snacks Friends Casual

6. Are you veg/ non veg?
a. If you are veg, do you mind entering an outlet that serves non-veg as well?
b. If you are non veg, Do you have it on all days? If not then why? I dont have it all
days because then the taste becomes monotonous
7. Who usually initiates the idea of a family hang-out? Parents/Friends
8. Who gathers information related to the prospective places? Parents/friends
9. Who takes the final decision? Collective
10. Please rank the following according to your reasons you usually go out to have food?
a. When I am happy and want to have fun 3
b. When I am getting bored at home 2
c. To freshen up my mood when I am bit low 9
d. When I do not like food at home 8
e. When food is not prepared at home 12
f. When I want to have good time with friends 1
g. When I want to have good time with family 11
h. To celebrate special occasions like birthday, anniversary etc. 4
i. When I achieve something worthy and want to celebrate 10
j. When I go out for shopping 5
k. When I want to catch up with old friends 6
l. When guests visit, we like to take them out for meal 13
m. To have a break from heavy schedule 7
If any other..
11. Usually decision where to go is?
a. Planned before hand
b. Go to place which is nearby or convenient-Y
c. Decided with limited amount of consideration
12. How do you gather information about prospective places to visit?
a. Usually through past experience-Y
b. Advertisement seen on TV, radio, hoarding etc
c. Someone known visited and had shared good experience-Y
d. Ask friends, family and others-Y
e. Checkout magazines/newspaper
f. Website like zomato, blogs, or online portals
g. Other
13. How much time do you give on information search? Seldom since I go out to eat within the
campus
14. Rank the following according to your preference with respect to the restaurant choice you
make:
a. Location 2
b. Convenience 1
c. Quality of service 6
d. Brand 5
e. Variety 7
f. Value for money 3
g. Provision to pay by credit/debit card
h. Ambience 10
i. Popularity among peers 4
j. Promotional activities/Discount Offers/Happy Hours 9
k. Dcor
l. Music
m. Smell/ aroma
n. Ambience 8
o. People present in the food joint
p. The place should not be crowded
q. The service people must be proactive and are willing to help me out even without
me asking them for help
r. Self service
s. Cleanliness 11
15. Among the above given points, is there any factors you will not want to compensate?
Convenience
16. How the decision is usually made? (basically we need to judge which method
compensatory/non-compensatory they apply)
17. When you like a brand but anytime you have any other option to try you go ahead with it or
stick your preferred brand-Generally stick to the preferred brand
18. Please state your views on the following statements with respect to eating out:
a. I am health conscious-N
b. I order what I find tasty irrespective of its calories or fat etc-Y
c. I dont prefer trying new flavours; I order the flavours I have tried before (risk
measure)-Y
d. pre-decide the amount to be spent on every visit-Sometimes
e. My orders/amount spent changes with the person/group I visit a fast food outlet-Y
f. Try to incorporate discounts or offers provide-Y
g. I like to order food with Indian flavours-Sometimes
h. I like to order International flavours-Depends
19. While ordering:
a. I make my choice and let other decide for themselves
b. Decide my order based on others-Y
c. Let others decide for myself
20. While reviewing options:
a. I check out the description and order-Y
b. Order what I have heard/ read about earlier
c. Take assistance of waiter and then decide
21. Expected time of waiting for delivery of food after order is placed?-10-15 minutes
22. If you had a bad experience once in a restaurant you usually have earlier enjoyed going ,
a. Make sure complain or give feedback to the manager
b. Discuss and share experience with friends
c. Never go again there-Y
d. Give it still another chance
23. If you had a good experience in a restaurant, do you:
a. Make a point and share with your friends/family always
b. Suggest them when asked for
c. I make sure I am make frequent visits to that place -Y
24. How do you dispose the extra food in the following situations
a. At home, I refrigerate the extra food & reuse it the next day
b. I give it to the poor/homeless
c. I give it to the street-dogs/pets
d. I give it to the maid
e. When eating out, I get it packaged and bring it back home
f. I like to have it all(food) as I hate wasting food-Y
g. I leave it there (the extra food)
25. Which restaurants you like to visit and why?-Havent really visited proper restaurants after
coming to hostel.
26. Why do you have pizza? Tastes good and good way to spend time with friends
27. Determine which of the following play the most important role in choosing a particular
brand of pizza
a. Cost-Y
b. Taste-Y
c. Status
d. Feelings generated-Y
e. Brand image
28. With respect to Pizza hut, which feature you like the most?
a. Meal options
i. Pizza
ii. Salads
iii. Pasta
iv. Drinks
v. desserts
b. Value for money
c. Service-Y
d. Quick delivery-Y
e. Ambience
f. Combo meals/ offers
g. Convenience
h. Experience provided (with thank you bells, service etc)
i. Other
29. Some of your last visits to pizza hut have been with? For what? And why? With friends
30. What according to you is Pizza huts USP? I dont really like the brand and it should improve
the taste for my liking
RESPONDENT 2: Supriya Bharadwaj
I. Personality Test: Five-Factor Model
Extroversion:
Disagree Slightly
Disagree
Neutral Slightly
Agree
Agree
6. I prefer to be in large
group rather than alone
Y
7. I am talkative when with
others
y
8. I am a bold person y
9. I often start conversation
with others
y
10. I am quiet around the
strangers
Y

Instability
Disagree Slightly
Disagree
Neutral Slightly
Agree
Agree
6. I get stressed out quickly Y
7. I worry about things Y
8. I am moody person Y