Consumer Satisfaction towards Domino’s Pizza India Limited

CHAPTER-1
INTRODUCTION
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 Consumer Satisfaction towards Domino’s Pizza India Limited

INTRODUCTION TO THE TOPIC

Statement of the problem

This topic is about analyzing the satisfaction of the consumers towards the
services provided by Domino’s Pizza India Ltd. It has come through to give a
clear cut idea to the market strategy, the ways of how the marketing pattern of
Domino’s Pizza India Ltd is. Its main aim is to find out the marketing strategy
and pattern of Domino’s Pizza India Ltd. in Kanpur and also how it properly acts
to attract customers to its enterprise.

The comprehensive statement of the problem can be state as “A Study on

Consumer satisfaction of Domino’s Pizza India Limited.

Scope of the study

The study is exclusively conducted for consumers of Domino’s Pizza India Ltd.
which are dispersed in different areas of Kanpur city. As both organizational and
personal consumers use the product, their needs, preference, usage habit, post
purchases actions vary- Widely which in turn gave the study a wide and large
scope for analysis.

Need/purpose of the study

 The study helps Domino’s Pizza India Ltd. to appreciate the factors leading
to consumer satisfaction.
 The study helps to understand consumer’s attitude towards Domino’s Pizza
India Limited services and products.
 The study also helps Domino’s Pizza India Ltd. to obtain suggestions
regarding improvement in the services provided.
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 Consumer Satisfaction towards Domino’s Pizza India Limited

COMPANY PROFILE

DOMINO’S PIZZA INDIA LIMITED

Type Public (NYSE: DPZ)

Industry Restaurants
Founded Ypsilanti, Michigan, U.S. (1960)
Headquarters Ann Arbor, Michigan, U.S.
Key people Tom Monaghan, Founder; J. Patrick Doyle, CEO
Products Pizza, sandwiches, pasta, chicken wings,
desserts
Revenue Increase $1.425 billion USD (2008)
Employees 145,000
Website www.dominos.com

Domino's Pizza, Inc. (NYSE: DPZ) is an international pizza delivery corporation

headquartered in Ann Arbor, Michigan, United States. Founded in 1960, Domino's
is the second-largest pizza chain in the United States and has nearly 9,000
corporate and franchised stores in 60 international markets and all 50 U.S. states.
Domino's Pizza was sold to Bain Capital in 1998 and went public in 2004. The
menu features pizza, pasta, oven-baked sandwiches, wings, boneless chicken,
salads, breadsticks, cheese sticks, and a variety of dessert items.

Company Background-

In 1960, Tom Monaghan and his brother, James, purchased Domi Nick's, a small
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pizza store in Ypsilanti, Michigan. The deal was secured by a US$75 down
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payment and the brothers borrowed $500 to pay for the store. Eight months later,

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 Consumer Satisfaction towards Domino’s Pizza India Limited

James traded his half of the business to Tom for a used Volkswagen Beetle. As
sole owner of the company, Tom Monaghan renamed the business Domino's Pizza,
Inc. in 1965. In 1967, the first Domino's Pizza franchise store opened in
Ypsilanti. The company logo was originally planned to add a new dot with the
addition of every new store, but this idea quickly faded as Domino's experienced
rapid growth. By 1978, the franchise opened its 200th store.

In 1975, Domino's faced a lawsuit by Amstar Corporation, maker of Domino

Sugar, alleging trademark infringement and unfair competition. On May 2, 1980, a
federal appeals court found in favor of Domino's Pizza.

International Expansion:

On May 12, 1983, Domino's opened it s first international store, in Winnipeg,

Manitoba, Canada. The same year, Domino's opened its 1,000th store overall, and
by 1995, Domino's had 1,000 international locations. In 1997, Domino's opened its
1,500th international location, opening seven stores in one day across five
continents.

Sale of Company:

In 1998, after 38 years of ownership, Domino's Pizza founder Tom Monaghan

announced his retirement and sold 93 percent of the company to Bain Capital,
Inc. for about $1 billion and ceased being involved in day-to-day operations of
the company. A year later, the company named David A. Brandon Chairman and
Chief Executive Officer.

Products Range-

The current Domino's menu

features a variety of Italian-
American entrees and sides.
Pizza is the primary focus, with
traditional, specialty and custom
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pizzas available in a variety of

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 Consumer Satisfaction towards Domino’s Pizza India Limited

crust styles and toppings. Additional entrees include pasta bread bowls and oven-
baked sandwiches. The menu offers chicken side dishes, breadsticks and salads, as
well as beverages and desserts.

From its founding until the early 1990s, the menu at Domino's Pizza was kept
simple relative to other fast food restaurants, to ensure efficiency of deliver y.
Historically, Domino's menu consisted solely of one pizza in two sizes (12-inch
and 16- inch), 11 toppings, and Coke as the only soft drink opt ion.

The first menu expansion occurred in 1989, with the debut of Domino's deep
dish, or pan pizza. Its introduction followed market research showing that 40% of
American pizza customers preferred thick crusts. The new product launch cost
approximately $25 million, of which $15 million was spent on new sheet metal
pans with perforated bottoms. Domino's started testing extra-large size pizzas in
early 1993, starting with the 30-slice, yard-long "The Dominator".

Domino's tapped into a market trend toward bite-size foods with spicy Buffalo
Chicken Kickers, as an alternative to Buffalo wings, in August 2002. The breaded,
baked, white-meat fillets, similar to chicken tenders, are packaged in a custom-
designed box with two types of sauce to "heat up" and "cool down" the chicken.

In August 2003, Domino's announced its first new pizza since January 2000, the
Philly Cheese Steak Pizza. The product launch also marked the beginning of a
partnership with the National Cattlemen's Beef Association, whose beef Check-Off
logo appeared in related advertising. Domino's continued its move toward specialty
pizzas in 2006, with the introduction of its "Brooklyn Style Pizza", featuring a
thinner crust, cornmeal baked in to add crispness, and larger slices that could be
folded in the style of traditional New York –style pizza.

In 2008, Domino's once again branched out into non-pizza fare, offering oven-
baked sandwiches in four styles, intended to compete with Subway's toasted
submarine sandwiches.

Early marketing for the sandwiches made varied references to its competition, such
as offering free sandwiches to customers named "Jared," a reference to Subway's
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spokesman of the same name.

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 Consumer Satisfaction towards Domino’s Pizza India Limited

The company introduced its American Legends line of specialty pizzas in 2009,
featuring 40% more cheese than the company's regular pizzas, along with a
greater variety of toppings. That same year, Domino's began selling its Bread
Bowl Pasta entree, a lightly seasoned bread bowl baked with pasta inside, and
Lava Crunch Cake dessert, composed of a crunchy chocolate shell filled with war
m fudge. Domino's promoted the item by flying in 1,000 cakes to deliver at
Hoffstadt Bluffs Visitor Centre near Mount St Helens. In 2010, the company
changed its pizza recipe "from the crust up", making significant changes in the
dough, sauce and cheese used in their pizzas. Their advertising campaign admitted
to earlier problems with the public perception of Domino's product due to issues
of taste.

Domino's management is led by J. Patrick Doyle, CEO from March 2010,

formerly and president of Domino's USA. Previous chief executive David Brandon,
made athletic director of the University of Michigan in January 2010, remains
chair man. Among 11 executive vice presidents are Michael Lawton, CFO; Asi
Sheikh, Team USA; Scott Hinshaw, Franchise Operations and Development; and
Kenneth Rollin, General Counsel. Domino's operations are overseen by a board
of directors led by Brandon. Other members of the board are Andrew
Balson, Diana Cantor, Mark Nunnelly, Robert Rosenberg and Bud Hamilton.

30-minute guarantee Service

Starting in 1973, Domino's Pizza had a guarantee that customers would receive
their pizzas within 30 minutes of placing an order, or they would receive the
pizzas free. The guarantee was reduced to $3 off in the mid 1980s. In 1992, the
company settled a lawsuit brought by the family of an Indian woman who had
been killed by a Domino's delivery driver, paying the family $2.8 million. In
1993, Domino's settled another lawsuit, this one brought by a woman who was
injured when a Domino's delivery driver ran a red light and collided with her
vehicle. The woman was paid nearly $80 million. The guarantee was dropped that
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same year because of the "public perception of reckless driving and

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irresponsibility", according to Monaghan.

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In December 2007, Domino's introduced a new slogan, "You Got 30 Minutes",

alluding to the earlier pledge but stopping short of promising delivery in a half
hour. 30 minutes guarantee for hot and delicious pizza or free.
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 Consumer Satisfaction towards Domino’s Pizza India Limited

CHAPTER-2
RESEARCH
METHODOLOGY
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RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research

problem, it not only takes the research methods but also consider
the logic behind the methods. The study of research methodology
for developing the project gives us the necessary training in
gathering materials and arranging them, participation in the field
work when required, and provides training in techniques for the
collection of data appropriate to particular problems.

OBJECTIVES OF THE STUDY

 To do customer value analysis which includes identifying the

major attributes that customers value in a fast food chain
restaurant, assessing the quality of the different attributes.
 To shed light on different aspects that a service based food chain must
follow in order to increase its market share and for being on a continuous
growth stream.
 To identify different activities that an aggressive company like
Dominos follow in order to establish itself in a local market and
increasing sales by being in customer’s mind and heart.
 To know the consumer perception and Preference about Dominos products.

RESEARCH METHOD/ DATA SOURCES

Descriptive Research-

A research design in which the major emphasis is on determining the frequency

with which something occurs. For example, how often users access internet in a
given month. The focus of descriptive research is to provide an accurate
description for something that is occurring.
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Data Source:

PRIMARY DATA

Primary data used in this project is collected through source:

 Questionnaire Method

SECONDARY DATA

It is not possible to collect first hand information for each & everything so,
secondary data from various sources like Internet, A. C Neilson’s report on Jan,
2007, Information from television channels like CNBC, Z Business, NDTV Profit
etc. and Indian Infoline Website.

SAMPLING

A fine subset of the population, selected from it with the objectives of

investigating its properties is called a sample and the number of unit in the
sample is known as sample size. Sampling is a tool which enables us to draw
conclusion about the characteristics of the population after studying only those
subjects or items that are included in the sample. In sampling method only few
units of the population is considered. The choice of an appropriate sampling
design is of keeping in view the objectives and scope of the enquiry and the type
of the universe to be sampled.

Sampling techniques:

 Non probability sampling

-convenience sampling

Non-probability sampling:
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Non probability sampling represents a group of sampling techniques that help

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researchers to select units from a population that they are interested in studying .

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 Consumer Satisfaction towards Domino’s Pizza India Limited

collectively, these units form the sample that the researchers studies. A core
characteristic of non- probability sampling techniques is that sample are selected
based on the subjective judgement of the researcher, rather than random sampling.

Convenience sampling:

Convenience sampling is a non probability sampling technique where subjects are

selected because of their convenient accessibility and proximity to the researcher.
I used convenience sampling in this research.

Area of sampling-
In this study primary data plays a vital role. The process of choosing the correct
number of respondents is nothing but sampling procedure.

Sampling area: Kanpur.

Sampling Size-
50 is the number of items to be selected from the universe to constitute the
sample. The method used here is random sampling and on- the spot sampling,
where the samples are selected without considering any particular quality.

Sample Method Used-

Convenience Sampling.

Tools used:

Primary data collected through sample survey from the selected elements
in malls and super markets. So for this purpose I have most popular
tool of primary data collection through direct communication with
respondents. The tools I used are questionnaire. And for statistical data
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Bar graphs, pie charts and tables were used.

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 Consumer Satisfaction towards Domino’s Pizza India Limited

CHAPTER-3
DATA ANALYSIS &
INTERPRETATION
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 Consumer Satisfaction towards Domino’s Pizza India Limited

DATA ANALYSIS AND INTERPRETATION

DEFINITION OF ANALYSIS

Analysis is the process of breaking a complex topic or substance into smaller

parts to gain a better understanding of it. The technique has been applied in
formal concept is a relatively recent development. It is the process of placing data
in order form, combining them with existing information’s and extracting meaning
from them. Interpretation is the process of drawing; conclusions from the gathered
data in a study.

Analysis methods should be selected on the basis of whether or not they will be
able to effectively answer the evaluation questions within each evaluation project.
There are a number of considerations when selecting evaluation methods. The first
is to make sure that the methods which are selected are appropriate and ethical
for the groups involved in them. Appropriate ethical approval processes need to be
followed where required and evaluators need to confirm to appropriate ethical
standards. Methods selection in evaluation also needs to be very focused on value
for money in terms of the selection of methods. There are usually limited
evaluation resources and they need to be used wisely. Evaluation methods should
be ‘fit for purpose’ in the sense that they provide the amount of information
required at a level of certainty which is sufficient for the purpose of the
evaluation.

1) Analysis of Table 1:
Love for outdoor eating

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Yes 40 80%
No 10 20%
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TOTAL 50 100%
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 Consumer Satisfaction towards Domino’s Pizza India Limited

As per the data analysis, 40 respondents love outdoor eating and 10 respondents
like to dine at their homes.

Love for outdoor eating

20%

Yes

No
80%

INTERPRETATION:

In the first question, we have the assessed the outdoor eating preferences of our
respondents and we interpreted that a majority of 80% respondents replied that
they like eating outdoors.
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2) Analysis of Table 2:

Frequency of visit

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Once a week 10 20%
More than once a 7 14%
week
Once a month 8 16%
Once a fort night 25 50%
TOTAL 50 100%

As per the data analysis, 10 respondents visit once a week, 7 visit more than
once a week, 8 visit once in a month and 25 respondents visits Domino’s once a
fort night.

25

20

15
25

10

10
5 7 8

0
Once a week More than once a Once a month Once a forth night
week
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Frequency of visit
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INTERPRETATION:

In this question, we have assessed the frequency of visits to Domino’s Outlets,

and we interpreted that a majority of 50% respondents visit fort night and 20%
respondents visit once a week.

3) Analysis of Table 3:
Customer Preference

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Domino’s 17 34%
Pizza Hut 15 30%
Mc Donald’s 10 20%
KFC 8 16%
TOTAL 50 100%

As per the data analysis of question 3, 17 prefer Domino’s, 15 respondents prefer

Pizza Hut, 10 like Mc Donald’s and the rest 8 go for KFC.

35%

30%

25%

20% 34%
30%
15%
20%
10% 16%

5%

0%
Domino's Pizza Hut Mc Donald's KFC
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Customer Preference
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INTERPRETATION:

In the third question, we have analyzed the customer preference in terms of fast
food outlets. From the above graph, we have interpreted that most of the people
that is 34% respondents prefer Domino’s followed by Pizza Hut being 30%, Mc
Donald’s 20% and KFC 16%.

4) Analysis of Table 4:
Consistency of taste and quality

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Yes 43 86%
No 7 14%
TOTAL 50 100%

As per the data analysis, 43 respondents said there is a consistency of taste and
quality in the food at Domino’s Pizza, while 7 respondents did not agree upon
this.
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Constency in Taste

14%

Yes
No

86%

INTERPRETATION:

In this question, we have assessed about the taste and quality consistency at
Domino’s Pizza India Limited, and we interpreted from the above data that 86%
respondents feels the same taste and quality every time they visit, while the rest
14% said that there is bit changes in taste and quality time to time.

5) Analysis of Table 5:
Pricing Satisfaction

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Satisfied 27 54%
Very Satisfied 15 30%
Not Satisfied 8 16%
TOTAL 50 100%

As per the data analysis, 55 respondents are satisfied with its price, 30% are very
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satisfied, and 15 are not that much satisfied with the pricing.
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Promotional Measures
Satisfied Very Satisfied Not Satisfied

16%

54%
30%

INTERPRETATION:

In this question, we have assessed the price satisfaction of the respondents and
54% are satisfied with its price, whereas 30% are very much satisfied but 16%
do not feel good about the price.

6) Analysis of Table 6:
Promotional Measures

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Very Effective 5 10%
Effective 25 50%
Not Effective 20 40%
TOTAL 50 100%

As per the data analysis, 5 respondents think that the promotional measures of
Domino’s is very effective, 25 think it’s effective to a certain extent, while 20 do
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not the promotional measures effective.

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 Consumer Satisfaction towards Domino’s Pizza India Limited

Promotional Measures
Very effective Effective Not Effective

10%
40%

50%

INTERPRETATION:

In the seventh question, we have assessed the effectiveness of Domino’s

promotional measures. From the above chart, we interpreted that 50% respondents
think it was effective while 40% do not think so.

7) Analysis of Table 7:
Recommendation to Domino’s

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Include more varieties 26 52%
Reduce Prices 6 12%
Better Promotions 5 10%
Improve Quality 13 26%
TOTAL 50 100%
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As per the data analysis recommendation to Domino’s goes like this : respondents
who need more varieties are 26, who want reduction at the price are 6 , those
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 Consumer Satisfaction towards Domino’s Pizza India Limited

who feel that the promotional strategy is not having the impact are 5 and who
desires for quality are 13.

60
52%

50

40

26%
30

20
12%
10%

10

0
Include more Reduce Prices Better Promotion Improve quality
variety

Recommendation to Dominos

INTERPRETATION:

In this question, we have assessed the suggestions and feed back of the
respondents about Domino’s and we interpreted that a majority of 52% wants
more varieties to be added to the menu, 12% suggests a low price, 10% better
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promotion and 26% recommend to improve the quality of food.

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 Consumer Satisfaction towards Domino’s Pizza India Limited

8) Analysis of Table 8:

Eating Experience

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Excellent 8 16%
Very Good 10 20%
Good 25 50%
Poor 7 14%
TOTAL 50 100%
As per data analysis, the eating experience of 8 respondents was excellent, 10 was
very good, 25 good, and 7 poor.

Eating Experience

14% 16%

Excellent
20%
Very Good
Good
50%
Poor

We have analyzed that 50% respondents has a good eating experience and 14%
respondents did not feel a nice experience there.
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 Consumer Satisfaction towards Domino’s Pizza India Limited

9) Analysis of Table 9:

Varieties satisfaction

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Very Satisfied 35 70%

Satisfied 7 14%
Not Satisfied 8 16%
TOTAL 50 100%

As per data analysis, 35 respondents are very satisfied with the varieties in menu,
7 are only satisfied, and 8 are not satisfied.

80% 70%

70%
60%
50%
40%
30% 16%
14%
20%
10%
0%
Very Satisfied Satisfied Not Satisfied

Varieties Satisfaction

INTERPRETATION:

In this question, we have assessed that 70% respondents are very satisfied with
the varieties in food menu, while 16% are not satisfied with those varieties.
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 Consumer Satisfaction towards Domino’s Pizza India Limited

10) Analysis of Table 10:

Awareness of Charity Services

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Yes 30 60%
No 20 40%
TOTAL 50 100%

As per data analysis, 30 are aware of the charity schemes while 20 do not know
about the charity schemes of Domino’s.

60%
70%
60%
40%
50%
40%
30%
20%
10%
0%
Yes No

Charity Services

INTERPRETATION:

In this question we have assessed the awareness of charity scheme of Domino’s

among the respondents and 60% result was positive.
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 Consumer Satisfaction towards Domino’s Pizza India Limited

11) Analysis of Table 11:

Hygiene

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Yes 49 98%
No 1 2%
TOTAL 50 100%

As per data analysis, 49 respondents said that the Domino’s Outlets are hygienic
while 1 replied negatively.

Hygiene
2%

Yes
No

98%

INTERPRETATION:

In the eleventh question, we have assessed about the hygienic condition and we
have interpreted that 98% customers are happy about the hygiene there.
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12) Analysis of Table 12:

Dining Preference

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Dine In 20 40%
Take Away 30 60%
TOTAL 50 100%

As per data analysis, 20 respondents prefer to dine in the domino’s Outlets and
the rest 30 prefer take away.

Dining Preference

40%

60% Dine In
Take Away

INTERPRETATION:

In this question, we have assessed the preference to dine in Domino’s Outlets and
we interpreted that a majority of 60% prefer take away.
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13) Analysis of Table 13:

Home Delivery

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Yes 50 100%
No 0 0%
TOTAL 50 100%

As per data analysis, 50 respondents have ordered for home delivery from
Domino’s Pizza.

120%

100%

80%

60%
100%
40%

20%

0% 0%
Yes No

Home delivery

INTERPRETATION:

In this question, we have assessed whether the respondents have ever ordered for
home delivery and the result was 100% yes.
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14) Analysis of Table 14:

Delivery within 30 minutes

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Yes 43 96%
No 2 4%
TOTAL 50 100%

As per data analysis, 43 respondents said that they got the home delivery within
30 minutes but 2 did not get within that time limit.

Delivery within 30 mins

4%

Yes
No

96%

INTERPRETATION:

In this question, we have assessed that 96% respondents got their order within 30
minutes of order while 4% did not.
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15) Analysis of Table 15:

Ambience

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Yes 26 52%
No 24 48%
TOTAL 50 100%

As per the data analysis, 26 respondents liked the ambience and 24 did not.

52%

51%

50%
52%
49%

48%
48%
47%

46%
Yes No

Ambience

INTERPRETATION:

In this question, we have assessed that 52% feels nice about Domino’s ambience,
while 48% said there should be some more creativity.
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16) Analysis of Table 16:

Food Preference

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Veg 14 28%
Non- veg 36 72%
TOTAL 50 100%

As per data analysis, 14 respondents said they prefer vegetarian food and 36
prefer Non- vegetarian.

72%
80%
70%
60%
50%
28%
40%
30%
20%
10%
0%
Veg Non - Veg

Food Preference

INTERPRETATION:

In this question, we have assessed that 72% prefer Non-vegetarian over

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Vegetarian food.
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CHAPTER-4
FINDINGS OF THE
STUDY
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FINDINGS OF THE STUDY

 80% of the customers loved to dine outside their home.

 50% of the respondents visit Domino’s once a fort night ,followed by once
a week, once a month and then more than once a week.

 34% of the respondents prefers Domino’s, then followed by pizza hut, Mc.
Donald’s and KFC respectively.

 86% of the customers felt that the taste and quality of the food at
Domino’s Pizza remains same, whenever they visit.

 55% of the customers are followed by the pricing and less than 20% are
not satisfied.

 50% of the respondents feel that the promotional measures are effective
only 40% felt that it is not.

 52% recommended that Domino’s should include more varieties, then some
of them suggested that there should be reduction in prices, then 26% and
10% suggested that improve in quality and better promotion should be
there.

 50% consumers are satisfied with the eating experience in Domino’s only
15% felt bad about it.

 70% of the customers are happy with the varieties which are offered in the
menu only 15% was not satisfied.

 The 60% respondents are aware about the charity services which are taken
under by the co. rest of them are in dark.

 98% customers are satisfied with the hygiene factor at Domino’s.


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39% of the respondents feel like to dine in the outlet and the rest of 61%
want to take away and enjoy their meal at outside of the outlet.
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 100% respondents ordered for home delivery also in their past.

 96% of the respondents got their home delivery package within 30 minutes.

 52% of the respondents feel the ambience of the outlet is good and rest of
them doesn’t seem to be very happy.

 72% respondents liked to have non- vegetarian food and only 28% turned
up for vegetarian food in the outlet.

As per the data analysis, 80% respondents love outdoor eating and 20%
respondents like to dine at their homes.

As per the data analysis, 20% respondents visit once a week, 14% visit more than
once a week, 16% visit once in a month and 50% respondents visits Domino’s
once a fort night.

As per the data analysis of question 3, 34% prefer Domino’s, 30% respondents
prefer Pizza Hut, 20% like Mc Donald’s and the rest 16% go for KFC.

As per the data analysis, 86% respondents said there is a consistency of taste and
quality in the food at Domino’s Pizza, while 14% respondents did not agree upon
this.

As per the data analysis, 55% respondents are satisfied with its price, 30% are
very satisfied, and 15% are not that much satisfied with the pricing.

As per the data analysis, 10% respondents think that the promotional measures of
Domino’s is very effective, 50% think it’s effective to a certain extent, while 40%
do not the promotional measures effective.

As per the data analysis recommendation to Domino’s goes like this : respondents
who need more varieties are 52%, who want reduction at the price are 12% ,
those who feel that the promotional strategy is not having the impact are 10%
and who desires for quality are 26%.
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As per data analysis, the eating experience of 15% respondents was excellent,
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20% was very good, 50% good, and 15% poor.

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 Consumer Satisfaction towards Domino’s Pizza India Limited

As per data analysis, 70% respondents are very satisfied with the varieties in
menu, 15% are only satisfied, and 15% are not satisfied.

As per data analysis, 60% are aware of the charity schemes while 40% do not
know about the charity schemes of Domino’s.

As per data analysis, 98% respondents said that the Domino’s Outlets are hygienic
while 2% replied negatively.

As per data analysis, 39% respondents prefer to dine in the domino’s Outlets and
the rest 61% prefer take away.

As per data analysis, 100% respondents have ordered for home delivery from
Domino’s Pizza.

As per data analysis, 96% respondents said that they got the home delivery within
30 minutes but 4% did not get within that time limit.

As per the data analysis, 52% respondents liked the ambience and 48% did not.

As per data analysis, 28% respondents said they prefer vegetarian food and 72%
prefer Non- vegetarian.
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Rajneesh Dubey
Roll No.- 0905269
2017-18
 Consumer Satisfaction towards Domino’s Pizza India Limited

CHAPTER-5
RECOMMENDATIONS
& CONCLUSIONS
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2017-18
 Consumer Satisfaction towards Domino’s Pizza India Limited

RECOMMENDATIONS & CONCLUSIONS

 Domino’s should use more aggressive marketing strategy to attract the

customers.

 Domino’s should introduce some new dishes to pull the customers.

 Domino’s should work out on the ambience more for satisfaction of the
customers.

 Domino’s should charge a little less to capture more market.

 Domino’s should improve his quality of the pizzas to the new heights.

 Domino’s should increase the veg. pizza portfolio also for the veggies.

 They should open more outlets in the overcrowded areas.

 Domino’s should use glass tumblers instead of disposable one to serve the
customers.

 Washrooms should be maintained properly.

 The personnel should be more polite and well informative

 Domino’s floors should be frequently cleaned.

 Better air-conditioning can be arranged in the outlet.

 Frequent feedbacks should be taken from the customers for regular

improvement.

 And last but not the least it should introduce more proper Indian style
pizza to attract more INDIANS.
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Rajneesh Dubey
Roll No.- 0905269
2017-18
 Consumer Satisfaction towards Domino’s Pizza India Limited

CHAPTER-6
LIMITATIONS
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Rajneesh Dubey
Roll No.- 0905269
2017-18
 Consumer Satisfaction towards Domino’s Pizza India Limited

LIMITATIONS

Since the road to improvement is never ending, so this study also

suffers from certain limitations. Some of them are as follows:

 Scope of project is limited in the sense that only Dominos has been taken
for consumer research.
 The extent of the survey was Kanpur only. So the suggestions or
arguments given in the report may not hold true for other locations in
India.
 Questionnaire method involves some uncertainty of response. Co-operation
on the part of informants, in some cases, was difficult to presume.
 Because of time constraints and reserve constraints, a mix of convenient
sampling and judgment (Probability & Random) sampling was used.
 Also because of above mentioned constraints, the sample size
chosen for the survey was 100 people.
 It is possible that the information supplied by the informants may be
incorrect.
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Rajneesh Dubey
Roll No.- 0905269
2017-18
 Consumer Satisfaction towards Domino’s Pizza India Limited

CHAPTER-7
ANNEXURE
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 Consumer Satisfaction towards Domino’s Pizza India Limited

ANNEXURE

Questionnaire

Name: ____________________________

Phone no: _________________________

1. Do you love eating outdoors?

Yes No

2. How frequently you visit Domino’s?

Once a week More than once a week

Once a month Once a forth night

3. Which fast food outlets do you prefer the most?

Domino’s Pizza Hut Mc.Donalds

KFC

4. Is the quality and taste always the same in Domino’s?

Yes No

5. Is the prices are satisfactory or not?

Satisfied Very Satisfied Not Satisfied

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Rajneesh Dubey
Roll No.- 0905269
2017-18
 Consumer Satisfaction towards Domino’s Pizza India Limited

6. Are the promotional efforts are good enough to pull the customers?

Effective Very Effective Not Effective

7. What do you recommend to Domino’s?

Include more Varieties Reduce Price

Better Promotions Improve Quality

8. Experience at Domino’s?

Excellent Very Good

Good Poor

9. Is there enough varieties of food to satisfy you?

Very Satisfied Satisfied Not Satisfied

10. Do you aware about the charity services done by Domino’s?

Yes No

11. The food at Domino’s is hygienic?

Yes No

12. Where do you want to dine?

Dine In Take Away

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Rajneesh Dubey
Roll No.- 0905269
2017-18
 Consumer Satisfaction towards Domino’s Pizza India Limited

13. Do you ever ordered food for home delivery from Domino’s?

Yes No

14. Is it before 30 minutes?

Yes No

15. How was the ambience in Domino’s?

Good Bad

16. What kind of food do you prefer?

Veg Non – Veg

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Rajneesh Dubey
Roll No.- 0905269
2017-18
 Consumer Satisfaction towards Domino’s Pizza India Limited

CHAPTER-8
BIBLIOGRAPHY
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Rajneesh Dubey
Roll No.- 0905269
2017-18
 Consumer Satisfaction towards Domino’s Pizza India Limited

BIBLIOGRAPHY

 Observation
 Individual pre and post program feedback forms through
questionnaires.
 Interviewing and mailing
 Text book
 Consumer behavior- Appahnahiah, Reddy &
Ramnath

 Websites
 www.google.com
 www.dominos.co.in
 www.wikipedia.in
 www.answers.com
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