A RESEARCH REPORT On “A STUDY ON CONSUMER’S PERCEPTION TOWARDS DOMINO’S PIZZA” Submitted in partial fulfillment for the award of degree Of MASTER OF BUSINESS ADMINISTRATION CHHATTISGARH SWAMI VIVEKANANDA TECHNICAL UNIVERSITY BHILAI SUBMITTED TO SUBMITTE BY MR PRAFUL BHUSARI SABAKARDAR M.B.A SEM-II ROLL-NO- 4220
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A
RESEARCH REPORT
On
“A STUDY ON CONSUMER’S PERCEPTION
TOWARDS DOMINO’S PIZZA”
Submitted in partial fulfillment for the award of degreeOf
MASTER OF BUSINESS ADMINISTRATIONCHHATTISGARH SWAMI VIVEKANANDA TECHNICAL
UNIVERSITY BHILAI SUBMITTED TO SUBMITTE BYMR PRAFUL BHUSARI SABAKARDAR M.B.A SEM-II
ROLL-NO-4220
DEPARTMENT OF MANAGEMENTRUNGTA INSTITUTE OF ENGINEERING & TECHNOLOGY
Approved by AICTE, New DelhiKohka-Kurud Road, Bhilai-490024, (C.G.)
2009-11
DECLARATION
I, SABA KARDAR student of M.B.A-IInd semester 2009-2010 at RUNGTA
COLLEGE OF ENGINEERING AND TECHNOLOGY here by declare that this
Project Report under the title of “A STUDY ON CONSUMER’S
PERCEPTION TOWARDS DOMINO’S PIZZA ” of the original work under
the guidance of Prafful bhusari Sir (faculty) Department of M.B.A RCET
Bhilai . This report has never been submitted to anywhere else for award of any
degree or diploma.
Place: Bhilai SABA KARDAR M.B.A (2nd Sem)
Date:23-3-2010 RCET, Bhilai
CERTIFICATE
This is to certify that the project work done on “A study of consumer’s
perception towards domino’s pizza ” submitted to rungta college of
engineering & technology, Bhilai by saba kardar in partial fulfilment of the
requirement for the award of Masters degree in Business Administration is a
bonafide work carried out by her under my guidance. This work has not been
submitted anywhere else for any other degree /diploma.
Place: Bhilai
Date: 23-3-2010 RCET, Bhilai
EXECUTIVE SUMMARY
The project reports on “A study on consumer’s perception towards domino’s
pizza ”. The purpose behind the research report is to get an exposure of the
corporate world as well as the culture by getting associated with the research. This
research makes customers to get the information about Domino’s pizza . If this
reports to be fruitful to anybody / any organization by any means, I will consider
my work worthwhile. This research helps in understanding the practical
applicability, which is a part from theoretical concept. Finally the findings records
and suggestions are complied.
ACKNOWLEDGEMENT
If I say that this project has been a result of only and only my hard work, I
would be wrong. It has taken the hard work and blessings of many to complete
project. Any single person can’t do such Himalayan task alone it need cooperation
of many people and I have been fortunate enough as I got help from my related
authority.
I am glad to offer my prime sense gratitude to Praful Bhusari Sir who
shared his valuable time for me. He gave me a few drops from his ocean of
knowledge. I would like to thank him whole-heartedly.
I am depth to the entire respondent who sacrificed there time and willingly
discussed with me a Varity of issue related with the subject.
Place: Bhilai saba kardar
Date: 23-3-2010 M.B.A. IInd Semester
CONTENTS
CHAPTER No.Topic Page No.
Chapter-1 INTRODUCTION
Chapter-2 BRIEF OVERVIEW OF THE PROJECT
OBJECTIVES
Chapter-3 RESEARCH METHODOLOGY
Chapter-4LITERATURE REVIEW
Chapter-5DATA INTERPRETATION
Chapter-6TESTING OF HYPOTHESIS
Chapter-7LIMITATION
Chapter-8FINDINGS
Chapter-9SUGGESTIONS & RECOMMENDATIONS
Chapter-10CONCLUSION
Chapter-11BIBLIOGRAPHY
Chapter-12ANNEXURE
QUESTIONNAIRE
CHAPTER : 1
1 . INTRODUCTION
This research is based on customers perception on domino’s pizza and to test the quality of
service . The fast food industry of India is experiencing phenomenal growth and is one
of the fastest growing sectors in the country , Further, on the back of changing and busy lifestyle, fast emerging
middle class population and the industry will continue to grow at a pace in coming years.
In the developed countries and continues to expand there and in many other industrial countries
in the coming years. But some of the most rapid growth is occurring in the developing
world; where fast food industries are changing the way people eat. People buy fast food
because it is cheap, easy to prepare, and heavily promoted and it becomes most favourate to
youths. This research aims at providing information about fast food
industry, its trend, reason for its emergence and several other factors that are responsible for its
growth. This report provides extensive research and rational analysis on the Indian fast
food industry and about the changing trends in market. The research study looks into the
market condition and future forecasts, and outlines of current trends and analyses.
This research has been made to help clients in analyzing the
opportunities, challenges and drivers vital to the growth of fast food industry in India
and basically in durg bhilai region.
For the purpose of this research Fast Food Industry includes fast
food restaurants, teahouses, coffee shops and juice bars in India.
The 6000 corer fast food retail industry is mainly dominated by
the multinational players and the key players which are active in the research of the
food retailing include:
Dominos
Domino's vision is focused on “Exceptional people on a mission to be the best pizza delivery
company in the world ! .” Domino's is committed to bringing fun and excitement to the
lives of our customers by delivering delicious pizzas to their doorstep in 30 minutes or
less, and all its strategies are aimed at fulfilling this commitment towards its large and
ever -growing customers .
Domino's constantly strives to develop products that suit the
tastes of its customers, thereby bringing out the Wow effect (the feel good factor).
Domino's believes strongly in the strategy of 'Think local and act regional'. Thus, time
and again Domino's has been innovating toppings suitable to the taste buds of the local
people and the Indian market has very well accepted these.
COMPANY PROFILE
FoundedYpsilanti, Michigan, U.S. (1960)
Headquarters Ann Arbor, Michigan, U.S.
Key people
Tom Monaghan, FounderDavid Brandon, Chairman & CEOJ. Patrick Doyle, President (US)
Industry Restaurants
ProductsPizza · sandwiches · pasta · chicken wings · desserts
comparative analysis of rural & urban Indian consumer’s attitude towards foreign products ,
he founded out that rural consumers were found more impressed by the foreign products as
compare to the urban peoples because rural people thinks that foreign products are of good
quality ,sign of prestige and a wide choice of models they found and a wide choice of models
they found there and urban people are very price conscious and always take decision after
analyzing the product.
So, according to the article ; Indian producers in the coming
times are going to face a very strong threat from foreign brands ,particularly in consumer durable
category because india is one of the most promising & fastest growing economy of the world and
in india there is a huge potential of rural peoples.
III. Services : Domino’s and other fast-food providers are increasingly recognizing the need to
provide outstanding customer service in addition to the food products in order to build a loyal
and satisfied customer base . This means that Domino’s employees must provide a pleasant
experience for customers and demonstrate their willingness to exceed expectations if Domino’s
is to be the distinguished pizza delivery company. This guideline, in addition to the expectation
that employees are patient, polite, and treat customers with respect refers to the service quality
This is the actual service delivery and the company must recognize and close the gap between
the delivery and service quality specifications so that the perceived service provision meets
expected service . By observed journal done by Raffio,R (2007, by Restaurant Business ) (cited
on 12-march 2010 )
Tittle : Domino’s pizza ,he found that domino’s is now the second largest chain in the country
valued at over $ 200 million & with sales of $ 400 million . Its growth rate has been
phenomenal and 1000 units were added to the now 1200 unit chain in the past 5 years.
Therefore , according to the article ; Domino’s has succeeded in recovering from
such disaster and in building up such a profitable business . It also looks at how the pizza chain
is run today , its policies and strategy for growth and the fast food chain may become public
company in near future.
In another article I had observed that the journal done by (Pratscher.M) (cited
on 19 – march -2010 ) Tittle : can domino’s dominate the pizza market ? he found that
although there was widespread diversification throughout the fast food business . Domino’s
pizza is the most popular and fastest growing food service segment ,but also takeout and
delivery sales in general are predicted to triple over the next decade .Domino’s success can be
attributed to a variety of factors such as an extensive training programme , incentive awards
and that’s why there is huge scope in fast food industry.
IV. People in Services : to provide excellent service, organizations must understand that they
must focus on their front-line employees and management first. This involves hiring the right
people who fit the company culture and are service-oriented; training them and providing them
with the right tools to serve the customer; and retaining those people as satisfied and engaged
employees ..
By analysis of the journal done by Minni Jaitly (technical director , Midas food
international ) (cited on 14- march -2010) Tittle : current trends in the foodservice sector in
the Indian subcontinent .
according to the article india has diversified culture and its own unique food preferences.
Although Indian culture is largely associated with the pronounced use of some key
ingredients and spices, differences in region, culture, climate. India is rapidly becoming a
key market for consumer goods and processed foods. Indian have very busy lifestyle,
heightened awareness, and a desire to imitate the West makes India a very suitable market for
prepared foods. Most the fast food chains like Pizza Hut, McDonald's, Domino's Pizza, kfc etc.
Even the government has recognized the potential of the processed food industry and has
declared food processing a major thrust area. This means that there will be subsidies from the
government as well as important tax benefits. But before developing food for the Indian market,
it is important to understand the traditional influences and key flavors of Indian food to
successfully merge Western trends with Indian flavors.
CHAPTER-5
DATA ANALYSIS AND INTERPRETATION
1.How many times you had visited domino’s ?
a) one time b) two time c) three times d) more than three times
Response No of response No of response in %one time 10 33two times 15 50three times 3 10
More than three times 2 7
33%
50%
10%
7%
RESPONSEone time two times three times more than three times
INTERPRETATION : 33 %respondents visited one time ,50 % respondent visited two times ,10% respondent visited three times ,7 % visited more than three times in domino’s.
2.Which item do you likes most in domino’s ?
a) pizza b) pasta c) chicken wings d) garlic breadsticks
e) choco lava cake
Response No of response No of response in %Pizza 12 40Pasta 5 17Chicken wings 7 23Garlic bread sticks 2 7Choco lava cake 4 13
Hypothesis testing is the often used strategy for deciding whether a sample data offer
such support for a hypothesis that generalization can be made. Hypothesis testing enables us to
make probability statements about population parameter(s). The hypothesis may not be proved
absolutely, but in practice it is accepted if it has withstood a critical testing .
Test adopted : t – test
TEST APPLIED : t - TEST
t – test is based on the normal probability distribution and is used for judging the significance of
several statically measures, particularly the mean. The relevant test statistic, t, is worked out and
compared with its probable value at a specified level of significance when the sample size is less
than 30 and it is used for judging the significance of the measure concerned. This is most
frequently used test in research studies.
TESTING FOR EXECUTIVES DATA:
Formula of “t” test
t = x−μ
σ /√n
X=mean
μ=¿ mean population
S.D. = standard deviation
n = sample size
s.no xi Xi-x ¿
1. 15 - 1 1
2. 12 - 4 16
3. 15 - 1 1
4. 17 1 1
5. 18 2 4
6. 15 - 1 1
7. 15 - 1 1
8. 19 3 9
9. 15 - 1 1
TOTAL 141 35
n= 30
x=1419
=15.66∨16
μ=¿ 18 ( Assumed mean )
S.D.=√ ¿
= √35/9−1
=√35/8
=√4 .375
=2.09
Z= x−μσ /√ n
=16−18
2.09 /√ 9
=−2
2.09/3
= I- 2.87I
= 2.87
5% level of significance
Critical value – 1.860
The null hypothesis is that consumers are satisfied with Domino’ s and alternative is that
consumer’s are not satisfied with Domino’s . So we can calculate the value of t-test and in the
critical value is less than the calculated value(critical value 1.860 and calculated value is 2.87 )
so the null hypothesis is rejected and alternative hypothesis is accepted .
That means consumers are not satisfied with domino’s pizza
CHAPTER : 7
LIMITATION
1. Sample Size Due to vast area the consumers sample size is restricted.
2. Limitation of response The response given to the researchers were not always Accurate since preference is qualitative indicator the Respondents regarding their understanding of Preference.
3. Limitation of bias Generally respondents are based to the question raised, Thus the result of research will have error and the very Purpose of marketing research is lost.Therefore took Ulmost care while dealing with respondent.
4. Limitation of human behavior Researches studies the behavior that is rational. Very Often, they do not express their feeling correctly what They think. In such cases their habitual, practice Preferences cannot be assessed correctly.
5. Limitation of time The given time is not sufficient for this study.
CHAPTER – 8
FINDINGS
On the basis of data analysis and interpretation researcher has reached to the finding of study.
Which are as following:-
1 . 27 are female respondents & 23 are male respondents.
2 . These results as the male are leading the sample and female showed less interest in
participating in the study;
3. The 20 - 30 Age-group person more visited Pizza outlets (57 person.)·
4. In occupation side : - More students visited Domino’s only for fun and for time pass
5 . It is found that 100% of the respondents are aware of Domino’s pizza.
6. Most of the respondents were think that discount coupons are not useful because
coupons are valid only for limited days .
7. It is found that the respondent find Domino’s pizza is at convenient location.
8 .It is found that the respondents not like the quality of pizza .
9.It is found that most of the respondents are not completely satisfied with the Domino’s
pizza .
CHAPTER : 9
SUGGESTION AND RECOMMENDATION
As the world is survival of the fittest, so the Domino’s have to be competitive in market for
their own establishment.
The Domino’s should increase its quality .
The Domino’s should provide good customer services and facility.
The Domino’s should reduce its charges .
The Domino’s should give more discount coupons .
The Domino’s have to expand its delivery area .
Domino’s should improve the quality of the Pizza’s and increase the visibility in the
market, & Should try to regain the trust of the Customer regarding its Door steps
services.
CHAPTER- 10
CONCLUSION
From the study of this survey we find that :
The Domino’s pizza is having good concept in present market and new product in
Chattisgarh region .
The preferences of the people for Pizza are only for outing and just for fun .
Males are more attracted towards Domino’s pizza due to good ambiances and freshness’
rather than women’s.
The female respondents are more attracted towards pizza and males are not responding
like as female
The quality of Domino’s Pizza is not very good .
The study also shows that the durg –bhilai customers are not price sensitive when they
get good product, quality and services. Mostly people are attracted towards new