Saroj Institute of Technology & Management Lucknow

Research Report on
A Comparative Study of Consumer Preferences for PIZZA HUT & DOMINOS in Lucknow

Submitted By Shashank Mishra, Submitted To Shilpee Mam

A Comparative Study of Consumer Preferences for PIZZA HUT & DOMINOS in Lucknow

COMPANY PROFILE

The chain was founded in 1958 by Dan and Frank Carney. Pizza Hut entered India in 1996, and opened its first restaurant in Bangalore.

In 1960, Tom Monaghan and his brother, Phil, purchased DomiNick's,a small pizza store in Ypsilanti, Michigan On

May 12, 1983, Domino's opened its first international store, in Winnipeg, Canada.

RESEARCH METHODOLOGY
3.1 Need of the study 3.2 Objective of study

3.3 Scope of study

3.4 Research design

3.5 Sample Design

3.6 Data Collection 3.7 Survey Period

3.8 Hypothesis Testing

Need for the study

Fast food or quick meals have become an essential part of Indian lifestyles. Many people associate fast food with convenient food. Teenagers and young adults are primary targets of fast food centers. The fast food trend in India has finally come of age. Urban Indians are amongst the top 10 regular consumers of fast food across the sphere (online survey done by ACNielsen, worlds leading market research firm).

Objective of the study

To find out the comparative analysis between Pizza Hut & Dominos Pizza. To check out the preferences of the people or customers. To find out which factor are more preferred by the customers. To identify the factors affecting choice of consumers for the Pizza joints.

Research Design
Research in common parlance refers to a search for knowledge. The formidable problem that follows the task of defining the research problem is the preparation of the research project, known as the research design. Decisions regarding what, where, when, how much, by what means concerning an inquiry or a research study constitute a research design.

Sample Design
Population: population included consumers of pizza restaurants in Lucknow. Sampling Element: Individual respondents were the sampling element.
Sampling Technique: Purposive sampling technique was used to select the sample. Sample Size: Sample Size was 150 respondents.

Data Collection
Primary data: - Primary data is as this data is not present in reports or journals etc., and is collected through a number of methods used:

1)Personal interview 2)e- mails. 3)Observations 4)Questionnaires 5)Interview

Secondary data: - Secondary data is collected from the sources such as:
Internets.

Book and Journals.

Company reports. Research work of others.

HYPOTHESIS
A study is always based on certain hypothesis. Researcher when start the project, confronts with many situations. He may not be able to touch all the aspects of research and he may not be covering the whole area. So the researcher has to assume certain things which are called hypothesis. Deciding about hypothesis is not only facilitates the study but also safeguard the researcher. So as being researcher I had taken a hypothesis that out of two popular Pizza joints, which are Pizza Hut & Dominos.

Calculation for Hypothesis

Null Hypothesis: Pizza Hut is more preferred by the mostly people. Alternative Hypothesis: Pizza Hut is not preferred by the people.

Parameters which are considered

Parameters/Pizza joints Ambience FOOD QUALITY Pizza Hut 83 77 160 DOMINO'S 3 9 12 Total 86 86 172

The expected frequencies would be as follows:

80 80 6 6

Applying X^2 Test

OBSERVED EXPECTED (O-E)^2 (O-E)^2/E

83
77 3

80 80 6

9 0.1125 9 0.1125 9 1.5

1.5
3.225

Degree of Freedom (v): (R-1) (C-1) = (2-1) (2-1) =1

For degree of freedom (v) = 1, chi square (X^2) = 3.8;

Since the calculated value of chi square (X^2) is less than the tabular value, so we accept the null hypothesis and conclude that Pizza Hut is Most preferred by Customers.

Analysis & interpretation

Question: Do you like to eat pizzas? Yes [ ], No [ ]

YES 86 86%

NO 14 14%
Respondants

Do you like to eat pizzas?

100 80 60 Series1 40 20 0 Series1 yes 86 Response no 14

Interpretation: By analysing the response for above question, it is concluded that out of 100 respondents 86 were Pizza lovers, while rest 14 doesnt liked to eat pizza.

Question: How many times you visit Pizza restaurants in a month? One [ ], Two [ ], Three [ ], More [ ] Response:
ONE TWO THREE MORE
How many times you visit Pizza restaurants in a month?
60

25

50

11

Respondants

50 40 30 20 10 Series1

29.06% 58.13% 12.79%

0 Series1

One 25

Two 50

Three 11

More 0

Response

Interpretation: By analysing the response for above question, it is concluded that out of 86 respondents, 25 use to visit Pizza Restaurants once in a month, 50 use to visit Pizza Restaurants twice in a month, while 11 use to visit Pizza Restaurants thrice in a month and no one from all use to visit more than thrice to these same restaurants

Question: How did you come to know about these Pizza restaurants? Print media [ ], Advertisements [ ], Friends or Family Recommendations [ ], any other [
Print media Advertise Friends or Any other ments Family Recomme
Respondants

How did you come to know about these Pizza restaurants?

50 40 30 Series1 20 10 0 Print Media Advertisemen Friends & 8 45 Response 33 Any other 0

ndations

45

33

9.30%

52.32%

38.37%

Series1

Interpretation: By analysing the response for above question, it is concluded that out of 86 respondents, 8 have come to know with reference to Print Media, 45 have come to know with reference to Advertisements, while 33 have come to know with reference to Friends or Family recommendations.

Table-5.4 Question: Which restaurant Customers would prefer to go on the basis Of Prices?

Customer's Preferences on the basis Of Prices.

80

Respondants

Pizza Hut Dominos 12 13.95% 74 86.05%

70 60 50 40 30 20 10 0 Series1 Pizza Hut 12 Response Domino's 74 Series1

Interpretation: By analysing the response for above question, it is concluded that out of 86 respondents, 74 respondents would prefer Dominos & only 12 would prefer Pizza hut. So it means that, Dominos have taken edge over Pizza Hut on the basis of Prices. It means Prices of Dominos Pizza are less as compare to the Prices of pizza hut.

Table-5.5 Question: Which restaurant Customers would prefer to go on the basis Of Food Quality?

Customer's Preferences on the basis Of Food Quality.

Respondants

Pizza Hut 77 89.5%

Dominos 9 10.5%

100 80 60 Series1 40 20 0 Series1 Pizza Hut 77 Response Domino's 9

Interpretation: By analysing the response for above question, it is concluded that out of 86 respondents, 77 respondents would prefer Pizza Hut & only 9 would prefer Dominos. So it means that, Pizza Hut have taken edge over Dominos on the basis of Food quality. It means food quality of Dominos Pizza is less as compare to the same of pizza hut.

Question: Which restaurant Customers would prefer to go on the basis Of Pizza variety?

Pizza Hut Dominos

Respondants

Customer's Preferences on the basis Of Pizza Variety

80

76 88.37%

10 11.63%

60 40 20 0 Series1 Series1

Pizza Hut 76 Response

Domino's 10

Interpretation: By analysing the response for above question, it is concluded that out of 86 respondents, 76 respondents would prefer Pizza Hut & only 10 would prefer Dominos. So it means that, Pizza Hut has taken edge over Dominos on the basis of Pizza variety. It means Pizza variety of Dominos Pizza are less as compare to the same of pizza hut.

Question: Which restaurant Customers would prefer to go on the basis Of Beverages?

Customer's Preferences on the basis Of Bevereges

Respondants

Pizza Hut 78 90.69%

Dominos 8 9.31%

100 80 60 Series1 40 20 0 Series1 Pizza Hut 78 Response Domino's 8

Interpretation: By analysing the response for above question, it is concluded that out of 86 respondents, 78 respondents would prefer Pizza Hut & only 18 would prefer Dominos. So it means that, Pizza Hut have taken edge over Dominos on the basis of Beverages. It means Beverages of Dominos Pizza are less as compare to the same of pizza hut.

Question: Which restaurant Customers would prefer to go on the basis Of Cooperation of Staff?

Respondants

Pizza Hut 53

Dominos 33

Customer's Preferences on the basis Of Co Operation of Staff

60 50 40 30 20 10 0 Pizza Hut 53 Response Domino's 33 Series1

61.62% 38.38%

Series1

Interpretation: By analysing the response for above question, it is concluded that out of 86 respondents, 53 respondents would prefer Pizza Hut & 33 would prefer Dominos. So it means that, Pizza Hut have taken edge over Dominos on the basis of Cooperation of staff. It means Cooperation of staff of Dominos Pizza is less as compare to the same of pizza hut.

Question: Which restaurant Customers would prefer to go on the basis Of waiting time in Outlet? Pizza Hut Dominos
Respondants

Customer's Preferences on the basis Of Waiting Time in Outlet

48 46 44 42 40 38 36 Pizza Hut 40 Response Domino's 46 Series1

40 46.51%

46 53.49%

Series1

Interpretation: By analysing the response for above question, it is concluded that out of 86 respondents, 46 respondents would prefer Dominos & 40 would prefer Pizza hut. So it means that, Dominos have taken edge over Pizza Hut on the basis of waiting time in Outlet. It means waiting time in Outlet of Dominos Pizza are less as compare to the Waiting time in Outlet of pizza hut.

Question: Which restaurant Customers would prefer to go on the basis Of Home delivery services? Pizza Hut 22 25.58% Dominos
Respondants

Customer's Preferences on the basis Of Home Delivery Services

80 60 40 20 0 Series1 Series1

64 74.42%

Pizza Hut 22 Response

Domino's 64

Interpretation: By analysing the response for above question, it is concluded that out of 86 respondents, 64 respondents would prefer Dominos & only 22 would prefer Pizza hut. So it means that, Dominos have taken edge over Pizza Hut on the basis of Home delivery Services. It means Home delivery services of Dominos Pizza are better as compare to the Same of pizza hut.

Conclusion
Pizza Hut gains a good market share than Dominos. Mostly consumers came to know about these Pizza joints by commercial advertisements & friends or family recommendations. Prices of Dominos Pizza are less as compare to the Prices of pizza hut. Food quality of Dominos Pizza is less as compare to the same of pizza hut. Waiting time in Outlet of Dominos Pizza is less as compare to the Waiting time in Outlet of pizza hut. Home delivery services of Dominos Pizza are better as compare to the same of pizza hut. Pizza Hut is having better Ambience than Dominos. Pizza Hut chain is having high visibility in market than dominos.

Findings

Pizza Hut Advantage:Variety Ambience Services offered Quality Location Cooperative staff Beverages

Dominos Advantage:Door Step services Prices Waiting time in outlet

So, we can say that due to these parameters, Pizza Hut dominates Dominos.

Suggestions & Recommendations

For Pizza Hut:Improve the quality of services of the Door Steps. Reduce the Prices of Pizzas. Minimise the Waiting Time in Outlet.

For Dominos Improve the quality of Pizzas Increase its Visibility Increase the Variety of Pizzas Maintain the good Ambience Introduce the more variety of Beverages as well

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Books Refferred Research Methodology- C.R. Kothari Consumer Behaviour- Aggarwal & Kumar Statistics For Managers- T.R. Jain. Web sites and Internets www.google.com www.emeraldinsight.com www.scribd.com www.restaurantbiz.com www.pizzahut.com www.dominos.com