Detailed model of factors influencing consumer behavior of Pizza huts and Dominos consumer

Factors Influencing Consumer Behavior of Pizza Huts Consumer

Cultural factors
Increase in the consumption of convenience-style food Social norms and social facilitation Todays working cultural factors Western influence and globalization

Social factors
For a quality time with friends and family Increase in the number of fast food chain and street restaurant Pizza Hut went one step further to integrate a Facebook application status

Personal factors
Age and life style of consumers Major customers are between 20 to 35 Income (middle class to upper class) Occupation of the consumer Personality of the consumer

Psychological factors
Motivation through advertisement or by menu items or schemes (buddy Wednesday voucher, appetizer + beverage etc.) ,it could be any thing Perception about nice lunch/dinning experience Belief of better quality More varieties than the Dominos

Coupon offer 15%

Price 20%

Variety 30%

Quality 35%

Price Quality Variety Coupon offer

Factors Influencing Consumer Behavior of Dominos Consumer

Cultural factors
Lack of time Easy to eat Westernization Experiment with the taste

Social factor
Good time with friends and family Events and celebration Social status

Personal factor
Mainly youngster (15 to 30 ) Occupation Income (lower middle to upper middle) Lifestyle Personality

Psychological factor
Motivational campaign Attractive advertisement Different Schemes for high value customer Lower price than the pizza hut Quick service

25% 15%
25%

35%
Price Quality Variety Coupon offer

VS

Product

Pizza with promise of Casual dining fast delivery experience as well as Offers mainly Pizza fast delivery (PHD & along with pasta, Cakes Restaurants) and few other side Also offer a wide dishes variety of pasta, salads, Mainly focused on Pizza soups, desserts, beverages etc. Less than 50% of sales is from pizzas Concentrates mostly on Starts from lower end the lower to middle and goes up to an band upper end Caters mainly to price Caters to many price sensitive segments and taste segments Lowest Offerings is at Lowest offering is at Rs. Rs. 39 44

Price

Promotion

Coupons Bundling Offers Encourage online ordering

Coupons Bundling Offers Encourage online ordering

Place

500 stores across 110 cities Conveniently located for fast delivery Encourages online ordering

121 stores across 34 cities Located at places where people visit more for leisure (Casual Dining) Opened PHD for catering to Home delivery Also encourage online ordering

Menu

 Unmatchable quality & variety Strong brand image Customer Satisfaction Excellent Service

Inadequate advertisement Inadequacy of outlets High price Lack of parking facility at outlet

Growing fast-food market scope for expansion Product attractive offers

Emergence of Papa Jones Worlds best pizza maker Low price points of competitors No take away counter for pizzas

 More outlets Even in smaller towns Less than 30 minutes Home delivery Quick service at outlet Customer Satisfaction Low Price Excellent offers Good Promotion

Lack of variety Outlets lack space Ambience not up to expectation No option for birthday parties and corporate lunches

Growing fast food market Scope for expansion Introduce more varieties Bigger outlets Take away counters

Emergence of Papa Johns Worlds best Pizza makers Better quality and Variety of competitors No take away counters for Pizzas

Conclusion
Pizza Hut is preferred over dominos in terms of Variety of Pizzas Good Ambience Services offered Quality of Pizzas Location of Outlet Waiting time in the outlet

Cont. Dominos is being preferred over pizza-hut in terms of Door step services Low pricing 30 Minutes service

Overall Preference

35%

25%
Pizza Hut Domino's Pizza others 40%

Recommendations
Dominos is the price leader but it has less variety as compare to pizza hut , so it should more focus on variety too. Pizza hut should focus on how to low the price having the same quality Dominos have less non-veg items , so they should add some more items in this category Pizza hut should also target the lower middle class Pizza hut should also focus on quick service