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A RESEARCH REPORT On

A
STUDY ON CONSUMERS PERCEPTION TOWARDS DOMINOS PIZZA
Submitted in partial fulfillment for the award of degree Of
MASTER OF BUSINESS ADMINISTRATION CHHATTISGARH SWAMI VIVEKANANDA TECHNICAL UNIVERSITY BHILAI SUBMITTED TO MR PRAFUL BHUSARI SABAKARDAR SUBMITTE BY

M.B.A SEM-II ROLL-NO-4220

DEPARTMENT OF MANAGEMENT RUNGTA INSTITUTE OF ENGINEERING & TECHNOLOGY Approved by AICTE, New Delhi Kohka-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 CONSUMERS

PERCEPTION TOWARDS DOMINOS 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 Date:23-3-2010

SABA KARDAR M.B.A (2nd Sem) RCET, Bhilai

CERTIFICATE

This is to certify that the project work done on A study of consumers perception towards dominos 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 consumers perception towards dominos 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 Dominos 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 cant 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 Date: 23-3-2010

saba kardar M.B.A. IInd Semester

CONTENTS
Topic CHAPTER No. Chapter-1 Chapter-2 INTRODUCTION BRIEF OVERVIEW OF THE PROJECT OBJECTIVES Page No.

Chapter-3

RESEARCH METHODOLOGY

LITERATURE REVIEW Chapter-4 DATA INTERPRETATION Chapter-5 TESTING OF HYPOTHESIS Chapter-6 LIMITATION Chapter-7 FINDINGS Chapter-8 SUGGESTIONS & RECOMMENDATIONS CONCLUSION Chapter-10 BIBLIOGRAPHY Chapter-11 ANNEXURE QUESTIONNAIRE

Chapter-9

Chapter-12

CHAPTER : 1
1 . INTRODUCTION
This research is based on customers perception on dominos 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

Founded

Ypsilanti, Michigan, U.S. (1960) Tom Monaghan, Founder David Brandon, Chairman & CEO J. Patrick Doyle, President (US) Restaurants Pizza sandwiches pasta chicken wings desserts $1.462 billion USD (2007) 145,000 www.dominos.com

Headquarters Ann Arbor, Michigan, U.S.

Key people

Industry Products Revenue Employees Website

Company Overview
DMP is a quick- service pizza franchise with more than 750 stores across Australia, New Zealand, France, Belgium and the Netherlands . DMP holds the exclusive master franchise rights for the Domino's brand in these countries and also in Monaco. The Domino's brand is owned by Domino's Pizza Inc, a listed US company. DMP is the largest quick-service pizza franchise in Australia by network stores and sales and the largest franchisee for the Domino's Pizza brand in the world outside of the US and in India also.

HISTORY
Domino's Pizza began with one store in Ypsilanti, Michigan on December 9, 1960. Its owner, Thomas S. Monaghan, was a 23 year old with his brother James, he bought an existing pizza store called Dominick's Pizza. His partnership with his brother was dissolved in 1961, By1965, Monaghan own three stores and officially changed the company name to Domino's Pizza. Inc. A pioneer and innovator in the pizza delivery industry, Monaghan continuously looked for better and faster ways to handle the rush. He developed a fast pizza -making method and an efficient order taking system. From the moment the phone rang to the time the pizza was delivered to the customer's door, "Never get behind" was the operating motto.

He continued to emphasis the Domino's system of simplicity and speed. Monaghan also implemented the "Manager of the Year" award, a national

honor presented to the company's best store crew chief They had the opportunity to advance through the ranks to become a store manager or even a franchisee. In 1983 the company celebrated the opening of its first international store in Winnipeg, Canada. Domino's Pizza International, which Monaghan called the company's hope for the future. By 1989 Domin o's had opened its 5000th store.By 1992 the international division had opened its 500th store outside the United States. The domestic market continued to grow with the introduction of innovative variations to the original pizza recipe as well as creative up-sell items. So he sold Domino's Pizza to Bain Capital, an organization with a proven track record of identifying companies with significant growth potential and steering them to achieve that potential.

CHAPTER : 2
OBJECTIVE 1 To know the consumers satisfaction level towards dominos pizza. 2 To know the difficulties face by dominos pizza customers.

3 To get overall idea of the recent development in pizza industry.

CHAPTER : 3

RESEARCH METHODOLOGY
RESEARCH DESIGN
I prefered 50 respondents as sample size in Bhilai.

Descriptive research was adopted.

RESEARCH METHODS
I will prefer interview and filling of questionnaire to ensure and encourage frank responses to the questions. While framing a questionnaire I will try to list a series of questions, which can provide me the needed information. For study purpose I also keep in mind the respondents understanding capacity, ability to recall the information and his experience limits. I will not include those questions, which can have misconceptions and promote non-co-operation. SOURCE OF DATA Source of data is classified in to two categories: 1. Primary data 2. Secondary data

PRIMARY DATA
Primary data do not exist in records and publication. The researcher has to gather primary data a fresh for the specific study under taken by him. Market researchers are interested in primary data about demographic/ socio economic characteristics, attitude / opinions / interests, motivation and behavior. Three basic means of primary data: 1. Observation 2. Survey 3. Experiment

SECONDARY DATA
The data referred to those, which gathered for some other purpose and are already available in the firm initial records and commercial, trade or government publications are secondary data. Sources of secondary data:

1. Published of secondary data. 2. Government publication. 3. Specialized libraries 4. General library research sources Sample Size: I used 50 respondents for my research report. METHOD OF DATA COLLECTION: For getting the results of my research I used method which is questionnaire method that is under primary data. A questionnaire (also known as self-administered survey) is a type of statistical survey handed out in paper form usually to a specific demographic to gather information in order to provide better service or goods. The questionnaire was invented by Sir Francis Galton. Questionnaires have advantages over some other types of surveys in that they are cheap, do not require as much effort from the questioner as verbal or telephone surveys, and often have standardized answers that make it simple to compile data. However, such standardized answers may frustrate users. Questionnaires are also sharply limited by the fact that respondents must be able to read the questions and respond to them. Thus, for some Demographic groups conducting a survey by questionnaire may not be practical. A questionnaire consists of many types of questions, like direct question, indirect question, open-ended question (free answer question), and close ended question. In this report open and close-ended questions are used. The method was discussed questioning. Each person was asked a set of question in given order and answer is limited to a list of

alternative. The studies are descriptive in nature. It is connected to study the present state of affair as it exists. The open study tries to explore the system at present and report on it. Why questionnaire methods has been adopted 1. It is versatile 2. Ideas related to the problem and its solution can be find by asking the people involved in various industries. 3. Knowledge, opinions, and intention of people involved can be easily founded. 4. It is usually faster and cheaper than other methods. It involves control over the data gathering activities as compare to other method

CHAPTER : 4

LITERATURE REVIEW

I. Dominos Pizza Since 1960 when Dominos was associated with only one store, the company has grown to provide a variety of quickly-delivered hot food items to customers on every continent . The company prides itself for its innovation of items in pizza and speediness of delivery . The company now uses franchise in all over the world.

In the following study , I will analyse the Journal done by Anita goyal ,N.P Singh (2007 ,by british food journal )(cited on 2 march -2010 ) Tittle : consumer perception about fast food in india . he founded that most of the young generation of india prefer fast food outlet just for fun & change because ,they have highest value for taste & quality . So, according to the article it presents an idea that Indian young generation likes homemade products and they are hygiene conscious also thats why they prefer homemade items but go dominos only for outing and just for fun. In addition, I had analysed the recently publicized YouTube video of two Dominos employees performing disgusting acts on food that would be delivered to customers (Levick, 2009). II. Customer Needs The most basic element of Dominos marketing mix relies on the understanding of the needs and wants of the customer. They recognize that the customer wants the right pizza delivered to their door within a short period of time and while still hot. Families are now defined by much more than a father, mother, and two children; more members of the family work full-time. For these reasons and other cultural shifts, there has been a move toward consumer demand for fast, easy, and prepared foods. The core benefit sought from this combination of pizza product and delivery service is convenience, which Dominos has recognized and strives to provide for customers. In another journal done by Jagwinder singh ,B.B Goyal (2008 ,by journalof strategic marketing ) (cited on 20-march-2010 ) Tittle : comparative analysis of rural & urban Indian consumers 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 : Dominos 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 Dominos employees must provide a pleasant experience for customers and demonstrate their willingness to exceed expectations if Dominos 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 : Dominos pizza ,he found that dominos 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 ; Dominos 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 dominos dominate the pizza market ? he found that although there was widespread diversification throughout the fast food business . Dominos 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 .Dominos success can be attributed to a variety of factors such as an extensive training programme , incentive awards and thats 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 dominos ? a) one time b) two time c) three times d) more than three times No of response in % 33 50 10 7

Response one time two times three times More than three times

No of response 10 15 3 2

RESPONSE
one time two times three times more than three times

7% 10% 33%

50%

INTERPRETATION : 33 %respondents visited one time ,50 % respondent visited two times ,10% respondent visited three times ,7 % visited more than three times in dominos.

2.Which item do you likes most in dominos ? a) pizza b) pasta c) chicken wings d) garlic breadsticks

e) choco lava cake

Response Pizza Pasta Chicken wings Garlic bread sticks Choco lava cake

No of response 12 5 7 2 4

No of response in % 40 17 23 7 13

response

garlic bread sticks 7%

choco lava cake 13%

pizza 40%

chicken wings 23%

pasta 17%

INTERPRETATIION : 40% respondent likes pizza, 17% respondent likes pasta ,23% respondent likes chicken wings ,7% respondent likes garlic bread sticks,13 % respondent likes chocolava cake.

3.If pizza then : a) Veg pizza Response Veg pizza Non veg pizza Feast pizza b) non veg pizza No of response 10 15 5 c) feast pizza No of response in % 33 50 17

response

feast pizza 17% veg pizza 33%

non veg pizza 50%

INTERPRETATION : 33% respondent like veg pizza, 50% respondent like non veg pizza, 17% respondent like feast pizza.

4. In your opinion the speediness of the service of dominos is? a) good response Good Better Best Worst b) better c) best d) worst No. of response in % 57 16 10 17

No. of response 17 5 3 5

response

worst 17%

best 10% goood 57%

better 16%

INTERPRETATION :57 % respondent says good ,16% respondent says better,10% respondent says best,17% respondent says worst. 5 . Do advertisements of dominos influence you ? a)YES response Yes No b) NO No. of response 18 12 No. of response in % 60 40

response

no 40%

yes 60%

INTERPRETARION : 60% respondent says yes , 40% respondent says no . 6.About the home delivery service of dominos ? Response Good Better best No . of resoponse 15 10 5 No of response in % 50 33 17

Chart Title

16 14 12 10 8 6 4 2 0 good better best

INTERPRITATION : 50% respondent says good, 33% respondent says better,17% respondent says best.

7. The discount coupons provided by dominos is useful or not ? Response Useful Not useful Cant say No. of response 12 15 3 No. of response in% 40 50 10

response
can't say 10%

useful 40%

notuseful 50%

INTERPRITATION : 40% respondent says that useful,50% respondent says that not useful,10% respondent says that cant say. 8.What do you like to say about the price of dominos items ?

Response Low price Medium price High price

No. of response 3 8 19

No. of response in % 10 27 63

Sales
low price 10% medium price 27% high price 63%

INTERPRETATION : 63% respondent says high price,27% respondent says medium price,10% respondent saysthe price is low

9.Are you satisfied with dominos ? a)YES response Yes No Cant say b) NO No. of response 15 10 5 No. of response in % 50 33 17

16 14 12 10 8 6 4 2 0 yes no can't say

INTERPRITATION : 50 % respondent says yes , 33% respondent says no,17%

respondent gives no response .

CHAPTER -6

HYPOTHESIS TESTING
Hypothesis testing
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=mean mean population S.D. = standard deviation n = sample size

s.no

xi

Xi-

1. 2. 3. 4. 5. 6. 7. 8. 9. TOTAL

15 12 15 17 18 15 15 19 15 141

- 1 - 4 - 1 1 2 1

1 16 1 1 4 1 1 9 1 35

- 1 3 - 1

n= 30
18 ( Assumed mean ) S.D.= = =

= =2.09

Z= = =

= 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 consumers are not satisfied with Dominos . 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 dominos 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. 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.

3.

Limitation of bias

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 Dominos only for fun and for time pass 5 . It is found that 100% of the respondents are aware of Dominos 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 Dominos 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 Dominos pizza .

CHAPTER : 9

SUGGESTION AND RECOMMENDATION


As the world is survival of the fittest, so the Dominos have to be competitive in market for their own establishment. The Dominos should increase its quality . The Dominos should provide good customer services and facility. The Dominos should reduce its charges . The Dominos should give more discount coupons . The Dominos have to expand its delivery area . Dominos should improve the quality of the Pizzas 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 Dominos 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 Dominos pizza due to good ambiances and freshness rather than womens. The female respondents are more attracted towards pizza and males are not responding like as female The quality of Dominos 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 products in market .

CHAPTER - 11 BIBLIOGRAPHY
1.C . R . KOTHARI 2. www.google.com 3.www. Dominos.com. 4.www.emeraldinsight.com. 5.www.pristinecareers.com .

CHAPTER 12

ANNEXURE
QUESTIONNARIE :

1 . Tick the appropriate answer : Gender a) Male Age group a) 10 20 b) 20 -30 c) 30 40 d) 40 - 50 From which area do you belong (please fill in space) ------------------------------------------------------- How many times you had visited dominos ? b) one time b) two time c) three times d) more than three times b) female

Which item do you likes most in dominos ? b) pizza b) pasta c) chicken wings d) garlic breadsticks

e) choco lava cake If pizza then : b) Veg pizza b) non veg pizza c) feast pizza

If veg pizza then among these you like most : o o o o o o o o o o Margherita pizza Cheese and tomato pizza Double chesse margherita pizza Fresh veggie pizza Country special pizza Farm house pizza Peppy paneer pizza Mexican green wave pizza Deulex veggie pizza Gourmet pizza

If non veg pizza then among these you like most : o o o o o Cheese and barbeque chicken pizza Onion and barbeque chicken pizza Chicken Mexican red wave pizza Keema do pyaaza pizza Chicken golden delight pizza

If feast pizza then among these you like most : o Veg extravaganza pizza o Meatzaa pizza

o Non veg extravaganza o Cheese & pepperoni pizza In your opinion the speediness of the service of dominos is? b) good b) better c) best d) worst

Do advertisements of dominos influence you ? a)YES b) NO

1 . Please give your opinion : About the home delivery of dominos ? ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- The discount coupons provided by dominos is useful or not ? -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- What do you like to say about the price of dominos items ? -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

Any new type of topping do you want to suggest to dominos ? ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------- Any type of modification do you like to suggest to dominos ? --------------------------------------------------------------------------------------

---------------------------------------------------------------------------------------

-----------------------------------------------------------------------------------------

---------------------------------------------------------------------------------------- Any type of difficulties face by you in dominos ?

------------------------------------------------------------------------------------

----------------------------------------------------------------------------------- Are you satisfied with dominos :(tick the option below) a)YES b) NO c) cant say

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