CHAPTER- 1

COMPANY PROFILE

1.1 DOMINOS 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 2.22 billion U.S. dollars(2015)
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 pizza store in
Ypsilanti, Michigan. The deal was secured by a US$75 down payment and the brothers borrowed
$500 to pay for the store. Eight months later, 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.

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 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.

1.2 Hierarchy of company

The company, much like the other companies of similar structure is hierarchically based. There are
several types of jobs available in the company, from the top rank hierarchy to a number of smaller
jobs, in the outlets and stores. Here are a few hierarchically structured posts in the Dominos
company.

The President- Like most corporate of its rank, the post of the President of the company is the
highest post in this restaurant chain and international franchise. It is the duty of the President to
provide the company with the right leadership. It is also up to him to supervise the production of
the company. There are two posts of Presidents in the company, the President of Dominos
International and the President of Dominos United State of America. The first post holder is
supposed to look after the companys international section, while the other president is to
concentrate on the companys functioning within the American territory. From the year 2011 to the
year 2014, the president of the international section was successful in adding more than 1800 stores
worldwide.

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 The Chief financial officer- The duty of the chief financial officer of a company is to look after
and manage the financial affairs of the company. It is the responsibility of the chief financial officer
to look after the cost of production and the earnings, and the profits of the company.
Manager, Human resource- In any company of repute human resource management is an
important work. In the Dominos company too there are a number of human resource manager who
are responsible for development of human resource and therefore a growth in the production
system. Under the Human resource managers there are sever Assistant managers, human resources,
whose duty is to look up to their own teams and report to the Managers, human resource.
Manager, fast food- Among several managers of several departments there is also the manager of
fast food section, whose duty is to keep an eye on the food production and food quality among
other things.
There are several other posts in the company which are hierarchically structure. Similarly in the
stores too a stuff hierarchy is at work. There is a Retail Store Manager, whose duty is more or less
limited to the Retail section of the company. Other than these there are several posts, and
permanent and temporary stuff holding those posts.

1.3 Working Conditions Of Dominos

Smart hustle and results driven. Demanding and customer focused. Passionate and innovative. Fun
with a family feel. These arent words we selected because we think they sound good. This is how
actual corporate team members describe the best aspects of dominos culture.

Its our brands culture that inspires us to continuously do better. From menu items to online
ordering, we care about every aspect of our customers experience. And we can prove it. Just listen
to our team members stories.

1.4 Mission And Vision Of Dominos

The Mission
Maintaining high standards of the international chain of pizza delivery in Mexico and
provide the experience of an excellent product with excellent customer service.
Exceptional People serving the best pizza in the world.
Sell more pizza.

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 Have more fun.

The Vision
To be the best operator Domino's Pizza system with the best talent.
Number one in pizza.
Number one in people.

1.5 Product Portfolio Of Dominos

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1.6 Problems of Dominos(Swot)

SWOT ANALYSIS

STRENGTH:

Dominos have strong service facilities like '30 min's NAHI TO FREE' (otherwise FREE): dominos
were the first to start the trend of 30 minutes otherwise free that means they will deliver your order
within 30 minutes otherwise they will give you for free and they are very honest with this concept
as they do what they say but they never let their employees to drive the bike so fast in order to
reach before 30 minutes and all the employees have to follow this rule strictly and they reach any
place before 30 minutes. So it has good door step services within half an hour.

Low price menu: In India Domino's is trying to attract the middle class and lower middle class
people who are interested to spend their money on pizza but in low price. Those people are eager to
go for an outing in any festival and want cheap and best family restaurant. Domino's would be most
preferable. They do not need high class ambiences or amusement in the shop so the establishment
cost is low for the dealers and the price of pizza is very reasonable for the customers.

Variety of Pizza's: Dominos Pizza has a lot of varieties like vegetarian and non-vegetarian. In
vegetarian lots of pizzas are available as well as non-vegetarian too. (Adam, 2010)

Quality of Pizza's: the quality of Dominos Pizza is also very good. The taste of all the pizzas are
very yummy.

More outlets- Even in smaller towns: dominos have its outlets even in the smaller towns its
popularity and pizzas are not limited to big cities but small cities also due to which people know it
more whether from a metro city or from small city.

Quick service at outlets: the service at the outlets of dominos is very fast and customers don't have
to wait for long for their order which makes the brand even better because low price along with
good service as a very rare combination.

Excellent offers: The Domino's pizza franchise constantly keeps on inventing ways through which
it can make a greater impact on the fast food market. That is how the fast food franchise came up
with "Fun meal is four offers". Through this method, the pizza franchise is able to produce more
variety in the food delivered to its customers at their door steps. Through its "Fun meal for four"

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pack the Domino's pizza India offers four pizzas at the rate of Rs. 180. This means charge of one
pizza will be just Rs. 45. Domino's mainly offers are more attractive for the students and middle
class people and they are the main customer which they targeted. Domino's also regularly
introduces sell-in-schemes like promotional schemes for dealers, promotional coupon, festival
offers etc. Sometimes they also give great discounts to the customers. (Prasso, 2007)

They are strong presence in the market as a brand name: they have a very strong presence in the
market and through its long presence in the market and continuous loyalty toward the customer
providing them a great service at a cheaper rate it really have created a very good reputation and
brand name. So it makes Domino's Pizza better than its competitors.

WEAKNESS:

Domino's just has delivery outlet but does not have an eating outlet, where the consumers could
enjoy themselves. This has provided pizza hut with a competitive edge over Domino's. Domino's
also do not have any fixed customer through they are one of the main competitors of the pizza hut.
Pizza hut is also an internationally known chain of pizza outlet that entered the Indian market
towards the end of the 20th century. Its target audience is basically the youth and the families who
like socializing. They are initially targeting only the metropolitan cities as they have positioned
themselves as an outlet for rejuvenating lost relationship and socializing as they have an excellence
ambience to boost it. Thus pizza hut emphasizes more on the ambience, it provides rather than the
product it offer. As far as the price is concerned, pizza hut products start at around Rs 160. It is
priced much higher than

dominos pizzas but they justify it on the basis of the service and the ambience they provide their
customer at the outlet. Pizza Hut's marketing strategy is basically aimed to make the consumer feel
very important. It actually wants the consumer to believe that Pizza Hut is the ultimate outlet for
celebrating anything and everything. It has created an ambience to ensure that customers start
finding excuse to the outlet. Dominos has a major threat from Pizza Hut in this aspect. With the
increasing number of professionals and increased exposure to western style of eating outdoors
frequently, Pizza Hut may quickly score over Domino's. In addition the great interiors, the music
and the overall service at the pizza hut outlets create an atmosphere which tempts you to visit the
place again. So Dominos have to do something to overcome this problem.

Leaving aside the local restaurant and a few local brands like Smokin Joe's & gracias etc, Domino's
mainly faces competition between two players Pizza Hut and Smokin Joe's. (Jones, 2008)

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They don't have dine-in facility: they don't have the dine in facility in their outlets that gives its
competitors advantage over it and because its main competitor pizza hut have this facility and
dominos is facing the main competition from pizza hut.

Outlets lack space: the outlets lack space which creates the problem of limited sitting space for
customers and sometimes customers have to wait for the seats to be vacant for them.

Ambience not up to expectations: it is not so successful in creating an environment which reflects

its brand and reputation as dominos being a brand should come up with a different idea which
influences the customer.

No option for birthday parties and corporate lunches: instead of being such a big brand in the fast
food industry dominos lack the facility of birthday parties or meetings which is a very big weakness
as its competitor pizza hut is very good at all these things. (Shreshtha, 2010)

OPPORTUNITIES:
New restaurant at busy places: it should open its new restaurants at busy and crowded places where
it can attract more customers.

Capturing the new customer through low price menu: it offers a low price menu which is an
advantage to it and it should take the proper benefit out of it growing fast food market-scope for
expansion: fast food market is growing very fast along with the time as the new generation all are
very fond of fast food and pizza is on top of the list hence making it a great opportunity for the
company to expand its business and make profit. Introduce more varieties: it should introduce more
varieties of pizzas and add more food items along with the pizza.

Bigger outlets: it should increase the size of its outlets as its outlets all being smaller than the
competitors hence giving less space for customers to sit and enjoy the meal.

Take away counters: it should include take away counters to its outlets so that people feel more
comfortable and easy to bring back. (Boyer, 2007)

THREATS:
From their competitors: it is facing a very tough competition from the existing competitor pizza hut
as pizza hut have some of the better facilities with it is regarded better than dominos and hence
really affects the market of it distributing the consumers.

Pizza hut main competitive advantage over dominos is dine-in facility: the main competitor pizza
hut has a unique dine in facility that makes it different and much better than dominos.

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Emergence of Papa John's - World's Pizza makers: new entrants entering the market are coming as
a big threat for dominos as it is facing a hyper competition situation from pizza hut and it this
scenario a new entrant can make the situation worse and make it loose market.

Better quality and variety of competitors: dominos being a low price pizza seller than its
competitors that gives it an advantage but at the same time the difference in quality can be seen and
that makes the difference.

No take away counters for pizzas: doesn't have any take away counters which in turn harms its own
market and the consumers coming to it. (Jones, 2008)

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 CHAPTER- 2

Industry overview

Fast food industry

2.1INDUSTRIAL BACKGROUND

The fast food industry is on a high as Indians continue to have a feast. Fuelled by what can be
termed as a perfect ingredient for any industry - large disposable incomes- the food sector has been
witnessing a marked change in consumption patterns, especially in terms of food. An increasing
number of international fast food chains rushing to India is
because all of them see tremendous potential in for this type
of business. The large upwardly mobile population in the
urban areas tend to eat out more often or business or for
leisure.

The various players operating in India are the well

established Indian chains like Nirulas. In addition to these, apparently some of the best known
international food chains are looking at India. Among them are Sbarro, The Burger King, KFC,
Dunkin Donuts, Sub-way, etc. are some of them to name. At present all these players are fighting
for a small pie, as fast food is really not a big habit with Indians, but they see a big potential.

The players are fighting on products, pricing, positioning and trying to convert their first
trials into regular purchase by providing delightful service quality. The focus is on product
quality and standardization on taste. Consistency is the key, as its standardization in fast food as
the consumer is short on time and wants to satisfy his taste buds with a consistent taste
experience. Beyond this each player has its own strategy to expand consumer base.

Some feel that pricing is not the deciding factor since fast food is not price sensitive market
because it is not a single diet of Indians.
Some others are competing on positioning which is surprisingly varied, giving the
small size of the market.
For most, targeting children seems the right strategy.
Advertising is popular.

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However, with competition hooting up most chains are increasing reach as well as working
on establishing a national presence.

Trends in the fast food industry

The industry is estimated to grow at 9-12 per cent, on the basis of an estimated GDP growth rate
of 6-8 per cent, during the Tenth Five year plan period. Value addition of food is
expected to increase from the current 8 per cent to 35 per cent by the end of 2025. Fruit and
vegetable processing, which is currently around 2 per cent of total production will increase to 10
per cent by 2010 and to 25 per cent by 2025.

The popularity of food and agro products is not surprising when the sector is now offering a growth
of more than 150 per cent in sales. While US brands such as McDonalds, Pizza hut and Kentucky
Fried Chicken have become household names, more are on their way.

The Market Scenario

India among top 10 markets for weekly fast food consumption, an online survey has found. Most of
the countries are from the Asia-pacific region, with the US being the exemption. According to an A
C Neilson study of 28 markets across the US, Europe and the Asia -Pacific, carried out through the
internet in interviews with more than 14000 consumers, Asians are the worlds greatest fast food
fans.

Percentage of adult population eating at takeaway restaurants at least once every week:

Hong Kong 61 %

Malaysia 59 %

Philippines 54 %

Singapore 50 %

Thailand 44 %

China 41 %

India 37 %

Europe 11 %

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Among the international fast food chains and local operators, Dominos emerges as the most
popular of all takeaway options with 54% of Americans, 75% of Europeans and 64% of Asians.
Dominos is most visited in Australia (84%) KFC is most visited in China (42%), Pizza hut is most
visited in India (22%) A typical fast food meal in the India & other Multinational companies
consists of fries and a burger (or other main item).

2.2 Major Players As Competitors And A Small Brief About Them

Major players in this field: -

1) Pizza Hut
2) Slice of Italy

These day working executives are busy a lot they dont have the spare time to cook food due to
their high this possible income and ever increasing aspirational levels they prefer to it out at this
fast food outlets where they find the match according to their aspirational level.

1. Pizza Hut-
Pizza Hut is the largest pizza restaurant company in the world.
It has 12700 outlets in 90 countries. Pizza Hut has an aggressive
expansion plan for India. It intends to have 100 outlets by the end of
2004. Pizza Hut will consolidate its presence in cities where it already
exists as an endeavor to create a major share of these profitable markets first before spreading to
other markets. Pizza Hut is one of the largest pizza brands. Further, all new outlets in India would
be franchisee owned resulting from the smooth functioning of the existing stores which are
all franchisee owned. Hence, the same arrangement will be followed in the future to ensure
growth-oriented results. The data written below represent what Pizza Hut is all about and
gives a brief profile of the company.

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2. Slice of Italy

Slice of Italy was founded by a group of restaurant professionals back in 2001.

THE TEAM realized that there was something missing from Indian pizza chains, a superior-
quality traditional pizza delivered to the customer's door. The dream was to open a pizza
restaurant that would fill that void. They joined their efforts and shared the vision to create the
Slice of Italy concept in 2001, our team knocked out a closet located in the up market (South
Delhi) Asian Games Village, and began selling its pizzas to the neighborhood.

The customers loved the food so much that Slice of Italy was able to expand by moving into
adjoining space, eventually leading to the opening of the first Slice of Italy dine in restaurant in
2001.
As of now, we have 9 company owned restaurants running across Delhi & NCR.

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2.2 Market Share of Each Player

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2.3 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
customers mind and heart.
To know the consumer perception and Preference about Dominos products.

2.4 Scope of the study

The study is exclusively conducted for consumers of Dominos Pizza India Ltd. which are
dispersed in different areas of Delhi 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. The time frame of this study lasted for about 2
months i.e., February-March 2011.

2.5 Need/purpose of the study

The study helps Dominos Pizza India Ltd. to appreciate the factors leading to consumer
satisfaction.
The study helps to understand consumers attitude towards Dominos Pizza India Limited
services and products.
The study also helps Dominos Pizza India Ltd. to obtain suggestions regarding
improvement in the services provided.

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 METHODOLOGY

Research Design

The controlling plan for a marketing research study in which the methods and procedures for
collecting and analyzing the information is to be collected is known as Research Design or a
framework or plan for a study that guides the collection and analysis of the data.

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.

Data Source:

In this project both primary data as well as secondary data are used.

PRIMARY DATA

Primary data used in this project is collected through three sources:

Questionnaire Method
Direct Personal Interview Method
Observation 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 Neilsons report on Jan, 2007, Information from television
channels like CNBC, Z Business, NDTV Profit etc. and Indian Infoline Website.

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 LIMITATIONS OF THE STUDY

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 Bangalore 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 50 people.
It is possible that the information supplied by the informants may be incorrect.

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 Chapter-3

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
informations 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 30 80%
No 20 20%
TOTAL 50 100%

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As per the data analysis, 80 respondents love outdoor eating and 20 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.

2) Analysis of Table 2:

Frequency of visit

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Once a week 10 20%

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

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 Dominos once a fort night.

50
45
40
35
30
50
25
20
15
20
10 14 16

5
0
Once a week More than once a Once a month Once a forth night
week

Frequency of visit

INTERPRETATION:

In this question, we have assessed the frequency of visits to Dominos Outlets, and we interpreted
that a majority of 50% respondents visit fort night and 20% respondents visit once a week.

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 3) Analysis of Table 3:
Customer Preference

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Dominos 17 34%
Pizza Hut 15 30%
Mc Donalds 10 20%
KFC 8 16%
TOTAL 50 100%

As per the data analysis of question 3, 34 prefer Dominos, 30 respondents prefer Pizza Hut, 20 like
Mc Donalds and the rest 16 go for KFC.

35%

30%

25%

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

5%

0%
Domino's Pizza Hut Mc Donald's KFC

Customer Preference

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
Dominos followed by Pizza Hut being 30%, Mc Donalds 20% and KFC 16%.

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 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, 86 respondents said there is a consistency of taste and quality in the food
at Dominos Pizza, while 14 respondents did not agree upon this.

Constency in Taste

14%

Yes
No

86%

INTERPRETATION:

In this question, we have assessed about the taste and quality consistency at Dominos 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.

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 5) Analysis of Table 5:
Pricing Satisfaction

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Satisfied 27 55%
Very Satisfied 15 30%
Not Satisfied 8 15%
TOTAL 50 100%

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.

Promotional Measures
Satisfied Very Satisfied Not Satisfied

15%

30% 55%

INTERPRETATION:

In this question, we have assessed the price satisfaction of the respondents and 55% are satisfied
with its price, whereas 30% are very much satisfied but 15% do not feel good about the price.

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 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, 10 respondents think that the promotional measures of Dominos is very
effective, 50 think its effective to a certain extent, while 40 do not the promotional measures
effective.

Promotional Measures
Very effective Effective Not Effective

10%
40%

50%

INTERPRETATION:

In the seventh question, we have assessed the effectiveness of Dominos promotional measures.
From the above chart, we interpreted that 50% respondents think it was effective while 40% do not
think so.

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 7) Analysis of Table 7:
Recommendation to Dominos

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%

As per the data analysis recommendation to Dominos 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.

60
52

50

40

26
30

20
12
10

10

0
Include more Reduce Prices Better Promotion Improve quality
variety

Recommendation to Dominos

INTERPRETATION:

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

8) Analysis of Table 8:

Eating Experience

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Excellent 7 15%
Very Good 10 20%
Good 25 50%
Poor 8 15%
TOTAL 50 100%

As per data analysis, the eating experience of 15 respondents was excellent, 20 was very good, 50
good, and 15 poor.

Eating Experience

15% 15%

20% Excellent
Very Good
Good
50%
Poor

We have analyzed that 50% respondents has a good eating experience and 15% respondents did not
feel a nice experience there.

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 9) Analysis of Table 9:

Varieties satisfaction

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Very Satisfied 36 70%

Satisfied 7 15%
Not Satisfied 7 15%
TOTAL 50 100%
As per data analysis, 70 respondents are very satisfied with the varieties in menu, 15 are only
satisfied, and 15 are not satisfied.

80% 70%

70%
60%
50%
40%
30% 15% 15%
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 15% are not satisfied with those varieties.

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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, 60 are aware of the charity schemes while 40 do not know about the charity
schemes of Dominos.

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 Dominos among the
respondents and 60% result was positive.

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11) Analysis of Table 11:

Hygiene

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

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

As per data analysis, 98 respondents said that the Dominos Outlets are hygienic while 2 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 19 39%
Take Away 31 61%
TOTAL 50 100%

As per data analysis, 39 respondents prefer to dine in the dominos Outlets and the rest 61 prefer
take away.

Dining Preference

39%

Dine In
61%
Take Away

INTERPRETATION:

In this question, we have assessed the preference to dine in Dominos Outlets and we interpreted
that a majority of 61% 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, 100 respondents have ordered for home delivery from Dominos 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.

30
14) Analysis of Table 14:

Delivery within 30 minutes

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Yes 48 96%
No 2 4%
TOTAL 50 100%

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.

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.

31
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, 52 respondents liked the ambience and 48 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 Dominos ambience, while 48% said
there should be some more creativity.

32
16) Analysis of Table 16:

Food Preference

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Veg 14 28%
Non- veg 18 72%
TOTAL 50 100%

As per data analysis, 28 respondents said they prefer vegetarian food and 72 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 Vegetarian food.

33
 CHAPTER- 4

FINDINGS OF THE STUDY

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

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

34% of the respondents prefers Dominos, then followed by pizza hut, Mc. Donalds and
KFC respectively.

86% of the customers felt that the taste and quality of the food at Dominos 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 Dominos 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 Dominos 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 Dominos.

34
 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.

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 doesnt
seem to be very happy.

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

35
 CHAPTER- 5

RECOMMENDATIONS & CONCLUSIONS

Dominos should use more aggressive marketing strategy to attract the customers.

Dominos should introduce some new dishes to pull the customers.

Dominos should work out on the ambience more for satisfaction of the customers.

Dominos should charge a little less to capture more market.

Dominos should improve his quality of the pizzas to the new heights.

Dominos should increase the veg. pizza portfolio also for the veggies.

They should open more outlets in the overcrowded areas.

Dominos 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.

Dominos 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.

36
 BIBLIOGRAPHY
Introduction of Dominos retrieved on September 15,2016 from
www.google.com
History of Dominos retrieved on September 17,2016 from
www.dominos.co.in
www.wikipedia.in
www.answers.com
Vision and Mission of Dominos retrieved on September 17,2016 from
http://dominos-pizza-cobat.blogspot.in/p/mission-and-vision.html
Vision and Mission of Dominos retrieved on September 17,2016 from
https://www.ukessays.com/essays/marketing/swot-analysis-of-dominos-
pizza-in-india-marketing-essay.php
Hierarchy of Dominos retrieved on September 17,2016 from
http://www.hierarchystructure.com/dominos-hierarchy/

37
 ANNEXURE

Dear respondent,

I, Shivani Goel student of Jagan Institute of Management Technology, doing my

project on Consumer Satisfaction in Dominos Pizza India Ltd. I would be grateful to you if you
could kindly cooperate with my work for better of my knowledge.

Name: ____________________________

Phone no: _________________________

1. Do you love eating outdoors?

Yes No

2. How frequently you visit Dominos?

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?

Dominos Pizza Hut

McDonald KFC

4. Is the quality and taste always the same in Dominos?

Yes No

38
5. Is the prices are satisfactory or not?

Satisfied Very Satisfied Not Satisfied

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

Effective Very Effective Not Effective

7. What do you recommend to Dominos?

Include more Varieties Reduce Price

Better Promotions Improve Quality

8. Experience at Dominos?

Excellent Very Good

Good Poor

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

Very Satisfied Satisfied Not Satisfied

39
10. Do you aware about the charity services done by Dominos?

Yes No

11. The food at Dominos is hygienic?

Yes No

12. Where do you want to dine?

Dine In Take Away

13. Do you ever ordered food for home delivery from Dominos?

Yes No

14. Is it before 30 minutes?

Yes No

15. How was the ambience in Dominos?

Good Bad

16. What kind of food do you prefer?

Veg Non Veg

40