Synopsis

on
“Measure the Satisfaction Level of Customers of Dominos in Surat”

1) Introduction to industry:-

I have selected fast food industry as a subject matter of my study. Fast food
is the term given to food that can be prepared and served very quickly. My
major reason for selecting this industry is:-

• Fast food is one of the world’s largest growing food types.

• India’s fast food industry is growing by 40% .
• The multinational segment of Indian fast food industry is up to Rs. 20
billion, a figure which is expected to zoom more than Rs.30 billion by
2011.
• In last 6 years, foreign investment in this sector stood at rs.3600
million which is about one-fourth of total investment made in this
sector.
• Because of the availability of raw material for fast food, global chains
are flooding in India at a very fast pace .

Hence, it can be seen that there is tremendous scope in this industry and a lot
of investment has also been made to reap the benefits.
To be able to carry out the marketing research process successfully, it is
important to understand the industry well. Hence, I will study the history of the
fast food industry; fast food industry in India, reasons for its emergence since
eating at home remains is very much ingrained in Indian culture, challenges
and problems faced by the industry and trends in the Indian market.

2) Introduction to company:-

I have selected Dominos as a subject matter of my study .Jubilant FoodWorks

Limited, a Jubilant Bhartia Group Company holds the Master Franchisee
Rights for Domino's Pizza for India, Nepal, Sri Lanka and Bangladesh. The
company has been listed on the Indian bourses recently. Prior to Sep 24,
2009, the company was known as Domino's Pizza India Limited and
underwent a name change, rest of the terms remaining the same. The
promoters of the company are Mr. Shyam S Bhartia, Mr. Hari S Bhartia and
Jubilant Enpro Private Ltd.

I have selected dominos because it is one of the major players in the fast
food industry. To promote customer satisfaction they have undertaken several
innovative strategies such as enabling order through internet, 30 minutes or
free home delivery campaign , offering pizzas with an Indian touch etc . In the
past few years they have expanded very rapidly. I want to study how satisfied
the customers are with dominos and the various strategies adopted by them .

To carry out the marketing research process successfully , I will study the
company details , company history , offerings , strategies , innovations made ,
customer grievance redressal , plans for the future, problems and challenges
faced etc in detail . I will try to learn as much as possible about the company
to be able to frame a good questionnaire and carry out the research process
properly .

3) Objectives:-

As the title of my research study reflects, the main objective of my research

is:-
• To measure the satisfaction level of the customers of Dominos in
Surat.
• To find out the reasons for dissatisfaction of the customers

Customer satisfaction is a measure of how products and services supplied by

a company meet or surpass customer expectation. It varies from person to
person and from product to product
I have selected customer satisfaction as an area of my research study
because previously dominos had opened an oulet in surat but had to close it.
Once again, dominos has opened two oulets in surat and I want to measure
the satisfaction level of the customers so that if the customers are dissatisfied,
the reason for the dissatisfaction can be known and appropriate steps can be
taken to overcome the dissatisfaction
• It is a key performance indicator
• Measuring customer satisfaction provides an indication of how
successful the organisation is at providing product and service at the
market place
• It will help the company to know what kind of changes they should
make to attract more no of customers and to overcome dissatisfaction.
• The company will come to know about the main problems faced by the
customers and thus can take corrective measures.

4) Research Methodology:-

• Firstly, I will formulate my research problem which in my case is to

measure the customer Satisfaction of customers of Dominos in surat

• Then ,I will formulate my research design. I will chose Descriptive

Research Design because there are several causing variables and
resulting variables which needs to be taken into consideration & it is
based on the actual data collected .

Under descriptive research design I will undertake Cross Sectional

Research Design because the sample taken from the population will be
analyzed only once at a particular time interval. I will not undertake
Longitudinal Research Design because due to time limitations it is not
possible to survey the same sample repeatedly over the period of time.
• Then , I will collect data from the primary source because this
data will be collected exclusively for the purpose of research and
not for any other purpose
• I will use survey method and under that I will use personal
survey method since accuracy is high In case of personal survey
method .
• I will use structured questionnaire as an instrument for gathering
valuable information from the customers .
• I will design the questionnaire on the basis of my objectives so
that relevant and useful information is collected . I will decide
the number of questions , type of questions , sequence of
questions and wordings of questions
• I will be conducting sample survey as my units of population is
small
• The population for my research will be customers of dominos in
surat city
• I will take a sample size of 150 respondents
• My sample units will be customers of various areas of Surat
city
• I will be using convenience sampling method under non
probabilistic methods of sampling
• Once the questionnaire is prepared and the sample frame and
sampling method is decided, I will conduct a pilot survey by
collecting response from 25 students. This will help me to know
whether the survey questionnaire has been properly designed or
not. Changes can be made in the questionnaire if required.
• After completing the pilot survey successfully, I will undertake
field survey. As I have selected personal survey method , I will
personally visit the customers and collect the responses from
them .
 • After successfully collecting the data , I will process , analyse
and interpret the data . I will check the data for correctness , edit
the data properly and then tabulate it for anaysis using spss .

Once the data has been tabulated , interpreted and analysed , I will prepare a
report consisting of introduction to industry , introduction to company ,
objectives , research methodology followed , limitations , findings and analysis
, conclusion and suggestion .