TABLE OF CONTENTS

SR CHAPTER PAGE
NO. NO.
1. INTRODUCTION 3
1.1 ABOUT DOMINO’S 13
1.2 NEED OF THE STUDY 14
1.3 SCOPE OF THE STUDY 17
1.4 AIMS AND OBJECTIVES OF 19
STUDY
1.5 MARKETING STRATEGIES OF 20
DOMINO’S
1.6 RESEARCH QUESTIONS 21
1.7 RESEARCH HYPOTHESIS

2. LITERATURE REVIEW

3. RESEARCH METHODOLOGY 23
3.1 RESEARCH DESIGN 24
3.2 SAMPLE DESIGN 24

3.3 DATA COLLECTION 25

3.4 DATA ANALYSIS
 4. DATA DESCRIPTION AND
ANALYSIS
4.1 DATA FIGURES 26

5. SUMMARY AND CONCLUSION

5.1 FINDINGS AND ANALYSIS 35
5.2 SUGGESTIONS 36
5.3 CONCLUSION 37

BIBLIOGRAPHY& 38
REFERENCES
ANNEXURE 1- 39
QUESTIONNAIRE

CHAPTER 1. INTRODUCTION

This research is based on customers perception on domino’s pizza and to test

the quality of service. The fast food industry of India is experiencing
phenomenal growth and is one of the fastest growing sectors in the country.
Further, on the back of changing and busy lifestyle, fast emerging middleclass
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 favourite 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 analysing 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 crore 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 pizza is an American restaurant chain and international franchise
pizza delivery corporation. The purpose of this project is to view the customer
satisfaction in domino’s pizza outlets, it reveals about the customer perception
and customers preference about the dominos products, it will explore the level
of satisfaction of customers in pricing factors and in delivery of a product and
it will give the suggestion to the dominos outlets to improve some extra
qualities such adding some new products ,reduction in price etc. This project
will be

useful to the domino’s pizza outlet to understand more about customer

preference and perception. It will help the company to improve their quality
and standards. 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 feelgood 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.

1.1 ABOUT DOMINO’S

Domino's Pizza, Inc. branded as Domino's, is an American multinational pizza

restaurant chain founded in 1960. The corporation is headquartered at the
Domino's Farms Office Park in Ann Arbor, Michigan, and incorporated
in Delaware. In February 2018, the chain became the largest pizza seller
worldwide in terms of sales.

HISTORY OF DOMINO’S

In 1960, Tom Monaghan and his brother, James, took over the operation of

DomiNick's, an existing location of a small pizza restaurant chain that had
been owned by Dominick DiVarti, at 507 Cross Street (now 301 West Cross
Street) in Ypsilanti, Michigan, near Eastern Michigan University. The deal
was secured by a $500 down payment, and the brothers borrowed $900 to pay
for the store. The brothers planned to split the work hours evenly, but James
did not want to quit his job as a full-time postman to keep up with the
demands of the new business. Within eight months, James traded his half of
the business to Tom for the Volkswagen Beetle they used for pizza deliveries.
By 1965, Tom Monaghan had purchased two additional pizzerias; he now had
a total of three locations in the same county. Monaghan wanted the stores to
share the same branding, but the original owner forbade him from using the
DomiNick's name. One day, an employee, Jim Kennedy, returned from a pizza
delivery and suggested the name "Domino's". Monaghan immediately loved
the idea and officially renamed the business Domino's Pizza, Inc. in 1965.

INTERNATIONAL EXPANSION

On May 12, 1983, Domino's opened its first international store,

in Winnipeg, Manitoba, Canada. That same year, Domino's opened its 100th
store, its first in Vancouver, Washington. In 1985, the chain opened their first
store in the United Kingdom in Luton. Also, in 1985, Domino's opened their
first store in Tokyo, Japan. In 1993, they became the second American
franchise to open in the Dominican Republic and the first one to open in Haiti,
under the direction of entrepreneur Luis de Jesús Rodríguez. By 1995,
Domino's had expanded to 1,000 international locations. In 1997, Domino's
opened its 1,500th international location, opening seven stores in one day
across five continents. By 2014, the company had grown to 6,000 international
locations and was planning to expand to pizza's birthplace, Italy; this was
achieved on October 5, 2015, in Milan, with their first Italian location. CEO
Patrick Doyle, in May 2014, said the company would concentrate on its
delivery model there. In February 2016, Domino's opened its 1,000th store in
India. In 1995’ Domino’s Pizza entered China through the Pizza Vest Fast
Food Group, which also owned the rights to operate Domino’s Pizza in 11
Southeast Asian Countries.

CHANGE IN OWNERSHIP

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

announced his retirement, 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 Dave Brandon as its CEO.

PRESENT
In 2004, after 44 years as a privately held company, Domino's began trading
common stock on the New York Stock Exchange under the ticker symbol
"DPZ". Industry trade publication Pizza Today magazine named Domino's
Pizza "Chain of the Year" in 2003, 2010, and 2011. In a simultaneous
celebration in January 2006, Domino's opened its 5,000th U.S. store
in Huntley, Illinois, and its 3,000th international store in Panama
City, Panama, making 8,000 total stores for the system. In August 2006, the
Domino's location in Tallaght, Dublin, Ireland, became the first store in
Domino's history to hit a turnover of $3 million (€2.35 million) per year. As of
September 2006, Domino's has 8,200+ stores worldwide, which totaled $1.4
billion in gross income.

NAMING

In August 2012, Domino's Pizza changed their name to simply Domino's. At

the same time, Domino's introduced a new logo that removed the blue
rectangle and text under the domino in the logo, and changed the formerly all-
red domino to be blue on the side with two dots and red on the side with one
dot. This was done because the company wanted to "expand" menu choices
rather than simply rely on their traditional pizza.

MISSION, VISION, PURPOSE AND VALUES

 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.
 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.

THE PURPOSE

At Domino’s, we’ve always been about bringing people closer,

connecting them through the world’s best bonding food: Pizza.  Simply
put… our pizza brings people closer. In this divided world, we’re
determined to break down the barriers between our customers, and the
food they love to share.

THE VALUES
 Be generous and provide joyful experiences.
 Crush convention.
 Do the right thing, because it's the right thing to do.  
 Invest to create devotion.
 Help people grow and prosper.

COMPANY LOGO

Each of the dots on the Domino’s logo symbolizes one of the first three stores
the restaurant chain had in 1965, when the emblem was created.
Originally Tom Monaghan, one of the company co-founders, was going to add
a new do every time a news to was opened. However, the unbelievable success
of the franchise resulted in the very fast Domino’s expansion. By 1978, there
were already 200 stores. 

FONT

The typeface featured in the 1996 logo looks very much like Futura
Condensed Extra Bold, while the current wordmark uses a version of the Pluto
Sans Heavy type created by Hannes von Dohren.
 COLOR

The color scheme has stayed basically the same since 1960, with a couple of
shifts in the shades. The eye-catching combination of red, white and blue
colors is highly noticeable in itself, yet the shades used in the current
Domino’s Pizza logo are rather discreet.

THE CURRENT LOGO

The current Dominos logo was created in early 2012. This logo kept the
famous dominos icon, but removed the word pizza from the slogan, only
showing the company name Dominos. This showed how powerful the
Dominos brand has become. They no longer need to push the fact that they
provide Pizza, because so many millions of people understand perfectly what
they offer.

WHY THE LOGO WORKS?

There can be no doubt that the Dominos logo is effective. Dominos has
become a household name both in the United States and across the world
bringing in billions of dollars every year. The success of the logo can probably
be attributed to staying power. Dominos, unlike many other companies out
there, has never really tried to reinvent their logo meaning that they have had
many years to cultivate their customer base.
1.2 NEED FOR THE STUDY

Food diversity in India is

an implicit characteristic
of India’s diversified
culture
consisting of different
regions and states
within. Traditionally,
Indians like to have
home-cooked meals – a
concept supported
religiously as well as
individually.
However, with times due
to increasing awareness
and influence of western
culture,
there is a slight shift in
food consumption
patterns among urban
Indian families. It
started with eating
outside and moved on to
accepting a wide variety
of delicacies from
world-over.
Liberalization of the
Indian economy in the
early 1990s and the
subsequent
entry of new players set
a significant change in
lifestyles and the food
tastes of Indians.
Fast food is one which
gained acceptance of
Indian palate after the
multinational fast
food players adapted the
basic Indian food
requirements viz.
vegetarian meals and
selected non-vegetarian
options excluding beef
and pork totally from
their menu
Food diversity in India is an implicit characteristic of India’s diversified
culture consisting of different regions and states within. Traditionally, Indians
like to have home-cooked meals – a concept supported religiously as well as
individually. However, with times due to increasing awareness and influence
of western culture, there is a slight shift in food consumption patterns among
urban Indian families. It started with eating outside and moved on to accepting
a wide variety of delicacies from world-over. Multinational fast food outlets
initially faced protests and non-acceptance from Indian consumers. This was
due to primary perception that these fast food players serve only chicken and
do not serve vegetarian meals. In addition, fast food is perceived expensive
besides being out-of-way meals in Indian culture. Today, fast food industry is
getting adapted to Indian food requirements and is growing in India. It is
gaining acceptance primarily from Indian youth and younger generations and
is becoming part of life. Keeping in view the Indian habits and changing
preferences towards food consumption, this study has its focus to understand
the factors affecting the perception of Indian youth, in the age group of 20-30
years, towards consumption of fast food as well as towards making choice of
fast food outlets.
This study also focuses on how Domino’s not being an Indian brand has still
managed to gain recognition for itself in the Indian market and what are
consumer’s perception about the brand. This study also helps us in knowing
what were the various strategies adopted by the company in their journey
towards success.

1.3 SCOPE OF STUDY

 The result of this research would help the company to have a better
understanding about the consumer’s perception towards Domino’s
Pizza.
 The study also helps to understand as to what are the various factors on
which consumer satisfaction is based.
 Through this study we can also provide suggestions to the company in
order to enhance consumer satisfaction.

1.4 AIMS AND OBJECTIVES

 To ascertain the various factors that affect the consumer’s perception

towards Domino’s Pizza.
 To understand consumer preferences towards various products offered
by Domino’s Pizza.
  To highlight the marketing strategies adopted by the company.
 To identify the challenges faced and suggest measures to overcome the
same.

1.5 MARKETING STRATEGIES OF DOMINO’S

Founded in 1960, Domino’s is the leading Pizza Company of the world with
more than 10,800 Company owned & franchised outlets. With its presence
across 5 continents covering more than 70 countries it has garnered a market
leader position specifically in the Pizza market. Its low cost infrastructure
investment & franchisee owned business model is making their business more
viable than the competitors.

1.5.1 SEGMENTATION, POSITIONING, TARGETING

When Consumers hear the name Domino’s they are able to associate it with
“30 minutes delivery guarantee”. This is one of the most popular campaign of
Domino’s highlighting what Domino’s stand for – Fast delivery with excellent
taste.
It segments its offerings based on demographic and geographic factors, for
e.g.- it has localised its menu when it entered in India. Domino’s understands
that cow is sacred here so Dominos replaced pepperoni, beef based toppings
with spicy chicken sausage topping.

It uses differentiated targeting strategy to serve the market based on the taste

& preferences. Dominos have been successful so far in positioning itself as a
Pizza brand having competitive pricing and varied options to choose from.

1.5.2 MARKETING MIX

Marketing Mix of Dominos analyses the brand/company which covers 4Ps

(Product, Price, Place, Promotion) and explains the Dominos marketing
strategy. It also elaborates the pricing, advertising & distribution strategies
used by the company.

PRODUCT

Dominos is one of the leading global pizza outlets. The product line of
Dominos is mainly concentrated on various kinds of pizzas which are
customized with respect to the local markets. In America the most popular
offered by Dominos is the pepperoni pizza. In other places it ranges from a lot
of vegan pizzas to other non-vegetarian pizzas. The size of the bases has a lot
of variety and are of various types. A variety dips, sauces and toppings are
also included. Domino’s pizza can be customized as per the preference of the
customer. It also contains a variety of pastas both of non-vegetarian and
vegetarian types. Apart from pizza breads there are other flavoured breads on
the menu. The side items offered by Dominos also include chicken wings,
bacon and other flavoured chicken dishes. All these are the main product mix
in the pizza brand’s marketing mix. The dishes are also accompanied with
drinks for which it has tied up with Coca Cola and sell all the soft beverages
and major juices made by Coca Cola. In India the Dominos menu also majorly
consists of various types of pizzas, chicken crusts, flavoured breads, pastas,
side dishes ranging from dips, desserts, chicken items and subwiches, burger
pizzas, mousse cake, choice of toppings. The soft beverages and other drinks
again are tied up with Coca Cola.

PRICE

Dominos has got a very competitive pricing for its pizzas. Since Dominos has
two major competitors which are almost equally or even more spreaded than it
is it has to keep competitive prices. The prices are differentially done with
three sizes available and the non-vegetarian pizzas being charged relatively
higher. Also the pricing of pizzas and other eatables in its marketing mix is so
done that the segment one size is catering to does not overlap with the other.
Also as we go on customizing the charges are on the basis of part added to the
pizza. The side dishes do not have choices and are priced at one price. The
beverages sold by Dominos are quite higher than that of normally sold at the
general market because of the convenience.

PLACE

Dominos operates on a franchise based model where 97% of its business is

franchise owned. Currently there are around 13000 Dominos stores globally.
In the United States around 4800 domestic franchise stores and 840 around
franchisees operating more than one stores. Internationally there are more than
7300 stores of Dominos. Outside the United States, India is the next hotspot
destination having more than 1100 stores. It has 16 dough manufacturing
centres and 1 equipment supply centre, 1 vegetable processing centre and 1
pressed plant centre in America. Similar kind of proportions are maintained
globally although the machines and other equipment are supplied by Dominos
itself. Dominos also has presence online as 95% of the transactions are done
online through apps and on its websites with more than 39 countries making
orders online.
 PROMOTION

Dominos does promotion and advertising aggressively in its marketing mix.

Dominos does majority of its promotions on its websites, mobile apps and
personalised SMS to individual customers to gain more attention by making
them aware of the new offers and discounts. Dominos also promotes itself
through TV commercials where it claims to deliver pizza with a 30 minute
guarantee for home deliveries. It also tied up celebrities regionally to better
connect through the Dominos advertisements. Dominos also has featured in
many newspapers also for various new innovative products it launches in its
menu. Dominos also offers various discount promotions on various days of a
week ranging from 10% discounts to full pizza free, also any side dishes free
and bundling techniques are used to attract customers.

1.5.3 COMPETITIVE ADVANTAGE

Supply chain – Vertical integration across the supply chain has helped the

company in aligning its resources and controlling the cost structure so as to be
competitive in the market & at the same time emerge as most preferred Pizza
provider. Fast Delivery – Whether you have the mouth-watering Pizza at their
outlets or get it delivered at your place, one can always count on Dominos for
its quick delivery services which have helped the company in improving
its value delivery process. It even brought in packaging to prove that its pizza
is delivered hot. Low-cost outlets – It is one of the major cost components
making their business viable as compared to the rival Yum brand’s outlets.
There is no outlet of Domino’s which is premium designed with plush
interiors. Instead, the outlets promote faster consumption so that people can
order, eat and move on. Pizza is promoted exactly for what it stands for – Fast
food.
1.5.4 DISTRIBUTION STRATEGY

Strategically located Dominos outlets and vertically integrated value delivery

system had helped Dominos to serve its customer in best way. Decrease the
turn-around-time (TAT)/waiting period is the major advantage that Dominos
have over its competitors. It has company owned dough manufacturing
facilities in some countries while in other countries it works with master
franchises to stream line its supply chain. Like Jubilant Food Works have
master franchisee of Domino’s Pizza in Sri Lanka, India, Nepal & Bangladesh.

1.5.5 BRAND EQUITY

Dominos have been successful in being top of the mind brand in the Fast food
industry. In year 2009 it has released its video under “Oh yes we did”
campaign claiming it as a turnaround strategy where different stakeholders
explained how they handled the critics. Company also communicated through
it the innovating strategies they are following to cater the customers
changing needs. “30 minutes guaranteed delivery or free” is all-time popular
campaign that helped the company increase its awareness across the
geographies & demographics.

1.5.6 COMPETITIVE ANALYSIS

Pizza industry is over crowded with local & international companies like Pizza

hut, Papa Jones, Toppers, Greco etc., eating up each other’s market share.
Dominos with their online discount offers and on time delivery is able to have
the high market share in most of the countries. It has eaten away the
competition by focusing on two main things – Far and wide distribution, and
faster deliveries. Domino’s recently also launched the Pizza Burger to take on
the popularity of McDonalds.

1.5.7 CUSTOMER ANALYSIS

Customer of Dominos varies geographically across the world. In developed

nations like US, UK etc. consumers are of all age groups whereas in
developing nations like India majority of customers are younger generations in
the age group of 20-40 years. Further more, health consciousness is definitely
affecting the consumer psyche as people are looking for healthier options such
as Subway or others which are lesser in calories as compared to a complete
pizza.

1.6 RESEARCH QUESTIONS

1. AGE
2. HAVE YOU HEARD ABOUT DOMINO’S?
3. IF YES, HAVE YOU EVER PURCHASED PIZZA FROM
DOMINO’S?
4. WHAT IS THE MODE OF PURCHASE?
5. HOW OFTEN DO YOU PURCHASE FROM DOMINO’S?
6. IS DOMINO’S YOUR FIRST CHOICE FOR PIZZA?
7. YOUR REASON TO BUY FROM DOMINO’S?
8. DO YOU THINK DOMINO’S PROVIDES VALUE FOR MONEY?
9. ARE YOU SATISFIED WITH THE QUALITY OF PIZZAS
SERVED?
 10. ARE YOU SATISFIED WITH THE OPTIONS OFFERED ON THE
MENU?
11. IS YOUR ORDER DELIVERED WITHIN REASONABLE TIME
PERIOD?
12. ARE YOU SATISFIED WITH THE OVERALL SERVICE OF
DOMINO’S?

1.7 RESEARCH HYPOTHESIS

The following hypothesis can be constructed for the research purpose:

Hypothesis -1

There is no
significant difference
between male and
female respondents
with respect to the
factors of customer
satisfaction towards
Dominos Pizza.
There is no significant difference between male and female respondents with
respect to the factors of customer satisfaction towards Domino’s Pizza.

Hypothesis -2
There is no discrepancy in the awareness when age group is considered, all the
respondents from various age groups are well aware of Domino’s Pizza.
 CHAPTER 2- LITERATURE REVIEW

I. Domino’s Pizza: Since 1960 when Domino’s 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) Title: Consumer perception about fast food in
India, he found 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
that’s why they prefer homemade items but go domino’s only for outing and
just for fun. In addition, I had analysed the publicized YouTube video of two
Domino’s employees performing disgusting acts on food that would be
delivered to customers (Levick,2009).

II. Customer Needs: The most basic element of Domino’s 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 Domino’s has recognized and strives to provide for
customers. In another journal done by Jagwinder Singh, B.B Goyal (2008, by
journal of strategic marketing) (cited on 20-march-2010) Title: Comparative
analysis of rural & urban Indian consumer’s attitude towards foreign
products, he founded out that rural consumers were found more impressed by
the foreign products as compare to the urban peoples because rural people
think 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 analysing
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 people.

III. Services: Domino’s and other fast-food providers are increasingly

recognizing the need to provide outstanding customer service in addition to
the food products in order to build a loyal and satisfied customer base. This
means that Domino’s employees must provide a pleasant experience for
customers and demonstrate their willingness to exceed expectations if
Domino’s is to be the distinguished pizza delivery company. This guideline, in
addition to the expectation that employees are patient, polite, and treat
customers with respect refers to the service quality. This is the actual service
delivery and the company must recognize and close the gap between the
delivery and service quality specifications so that the perceived service
provision meets expected service. By observed journal done by Raffio, R
(2007, by Restaurant Business) (cited on 12-march 2010). Title: Domino’s
pizza, he found that domino’s is now the second largest chain in the country
valued at over $ 200 million & with sales of $400 million. Its growth rate has
been phenomenal and 1000 units were added to the now 1200 unit chain in the
past 5 years. Therefore, according to the article; Domino’s has succeeded in
recovering from such disaster and in building up such a profitable business. It
also looks at how the pizza chain is run today, its policies and strategy for
growth and the fast food chain may become public company in near future. In
another article I had observed that the journal done by (Pratscher M) (cited on
19 – march -2010) Title: can domino’s dominate the pizza market? he found
that although there was widespread diversification throughout the fast food
business. Domino’s pizza is the most popular and fastest growing food service
segment ,but also takeout and delivery sales in general are predicted to triple
over the next decade .Domino’s success can be attributed to a variety of
factors such as an extensive training programme, incentive awards and that’s
why there is huge scope in fast food industry.

IV. People in Services: to provide excellent service, organizations must

understand that they must focus on their front-line employees and
management first. This involves hiring the right people who fit the company
culture and are service-oriented; training them and providing them with the
right tools to serve the customer; and retaining those people as satisfied and
engaged employees. By analysis of the journal done by Mini Jaitly (technical
director, Midas food international) (cited on 14-march -2010) Title: current
trends in the food service 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 flavours.
 CHAPTER 3- RESEARCH METHODOLOGY

Research Design:

It is a comprehensive plan of the sequence of operations that a researcher

intends to carry out to achieve a desired research objective. It is a plan of
action to be carried out in connection with a proposed research work. The
present study needs to chalk out the consumer perception towards Domino’s
Pizza.

Research Methods:

I preferred interview and filling of questionnaire to ensure and encourage

frank responses to the questions. While framing a questionnaire I listed a
series of questions, which can provide me the needed information. For study
purpose I also kept in mind the respondent’s understanding capacity, ability to
recall the information and his experience limits. I did not include those
questions, which can have misconceptions and promote non-co-operation.

Sampling Design:

Convenience sampling is used while selecting the sample for the study. As the
name suggests itself when population elements are selected for inclusion in the
sample based on the ease of access, it can be called convenience sampling.
Sampling:

Following sampling is designed to execute the survey.

Sample Area: Virar-Vasai

Method of Sampling: Observation Method

Sample Size: 100

Source of Data:

Source of data is classified in to two categories:

 Primary Data
 Secondary Data

1. 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:

 Observation
 Survey
 Experiment

The primary data has been collected through a survey method, few questions
were put to know the various responses of the consumers regarding Domino’s
Pizza.

2. 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:

 Government Publication
 Specialised Libraries
 General Library and Research Sources

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.
 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 method has been adopted?

 It is versatile
 Ideas related to the problem and its solution can be find by asking the
people involved in various industries.
 Knowledge, opinions, and intention of people involved can be easily
founded.
 It is usually faster and cheaper than other methods.

It involves control over the data gathering activities as compare to other

method.
 CHAPTER 4- DATA DESCRIPTION AND ANALYSIS

1. AGE

Fig 4.1
 89.3% of the respondents are in the age group of 20yrs-40yrs.
 This age group involves the young crowd that is the youth of the
country.
 This is the age group that mostly indulges in fast food.
 A very little number of respondents are from other age groups.

2. HAVE YOU HEARD ABOUT DOMINO’S?

 Fig 4.2

 Compared to previous years the awareness among the Indian

customers regarding Domino’s has increased a lot.
 100% of the respondents today are aware of Domino’s Pizza.
 It can be said that the efforts of Domino’s have resulted in the
awareness among the people of different age group as well.

3. IF YES, HAVE YOU EVER PURCHASED PIZZA FROM

DOMINO'S?
 
 Fig 4.3

 It is very evident from the statistics that people from all the age groups
have purchased Pizza from Domino’s atleast once in their lifetime.
 Here we come to know that if there is an adequate level of awareness
among the people regarding a particular brand, they will surely give
consideration and try the brand.
 So here, all the respondents have purchased Pizza from Domino’s
atleast once.

4. WHAT IS THE MODE OF PURCHASE?

 Fig 4.4

 Here we come to know that 65.3% of the population have tried both
i.e. going to outlet as well as ordering online.
 21.3% prefer going to the outlet to enjoy the ambience and to take a
feel of it.
 13.3% prefer ordering online and enjoying pizzas at the comfort of
their home.

5. HOW OFTEN DO YOU PURCHASE FROM DOMINO'S?

 Fig 4.5

 32% of the respondents say that it is very less that they purchase from
Domino’s.
 This could be because Pizza in India is not considered as a go-to snack,
there are varieties of options that are available.
 26.7% say they purchase Pizza from Domino’s once in 2 months.
 30.7% say they purchase Pizza from Domino’s once in a month.
 The 10.7% population who claim that they purchase regularly involve
the young generation who are mostly influenced by the foreign culture.

6. IS DOMINO'S YOUR FIRST CHOICE FOR PIZZA?

 Fig 4.6

 69.3% say that Domino’s is most definitely their first choice whenever
they think of Pizza.
 Whereas, there is still this 30.7% population that say Domino’s is not
their first choice for Pizza.
 The 30.7% population might include the young population who are
more keen trying on new restaurants, new dishes and their taste keeps
on changing.

7. YOUR REASON TO BUY FROM DOMINO'S?

 Fig 4.7

 Majority i.e. 50.7% of the population say that the taste of the Pizzas is
what drives them to purchase from Domino’s.
 Secondly 22.7% people claim that they are satisfied with the prices at
which the Pizzas are offered.
 Then comes the quality which 16% claim that they are satisfied with.
 Then comes the service which is 10.7%

8. DO YOU THINK DOMINO'S PROVIDES VALUE FOR MONEY?

 Fig 4.8

 Majority i.e. 72% of the people say that Domino’s provides value for
money and that they find it affordable and within the limits of their
pocket.
 Still there is this 28% population who thinks that Domino’s doesn’t
really provide value for the money, and that it is not worth spending.
 Now this can involve a mix of people from different age groups, as the
older generations are anyways not much interested into Pizzas, it can
also involve a chunk of younger people where there is a possibility that
they might have visited other places and being offered different prices
as compared to Domino’s.

9. ARE YOU SATISFIED WITH QUALITY OF PIZZAS SERVED?

 Fig 4.9

 78.7% of people say that they are satisfied with the quality of pizzas
served.
 21.3% people are still not.

10. ARE YOU SATISFIED WITH THE OPTIONS OFFERED ON THE

MENU?
 Fig 4.10

 Majority of people are satisfied with the options offered on the menu
i.e. 76%
 24% feel that there should be more options available on the menu to
choose from.
 They feel that more variations can be brought to the menu by
diversifying it further.

11. IS YOUR ORDER DELIVERED WITHIN REASONABLE TIME

PERIOD?
 Fig 4.11

 Majority of the population say that their order is delivered within time.
 People ordering online are satisfied that the company stands by the
claim of “30 minutes or less”.
 Still 5.7% say that they are not accurate with their delivery time.

12. ARE YOU SATISFIED WITH THE OVERALL SERVICE OF

DOMINO'S?
 Fig 4.12

 78.7% say that they feel content with the overall service of Domino’s.
 21.3% feel that there is still scope for improvement on the service
front, and that they are not completely satisfied with the service
offered.

CHAPTER 5- SUMMARY CONCLUSIONS

5.1 FINDINGS
 Here we come to know that 4% of the respondents are in the age group
of 10-20 years.
 Majority of the respondents are in the age group of 20-40 years, i.e.
89.3%
 4% of the respondents are in the age group of 40-55 years.
 2.7% of the respondents are above 55 years of age.
 It is found that 100% of the respondents are aware of Domino’s Pizza.
 From the statistics we come to know that 100% of the respondents
have purchased Pizza from Domino’s atleast once.
 Out of which majority i.e. 65.3% of the respondents have visited the
outlet as well as ordered online.
 21.3% have purchased from the outlet only, and
 13.3% have been ordering online.
 Talking about the frequency of purchase 32% say that their frequency
is very less.
 26.7% say that their frequency is once is 2 months,
 30.7% say that their frequency is once in a month, and
 10.7% say that they regularly purchase from Domino’s.
 Talking about the choice of outlet, 69.3% claim that Domino’s is their
first choice for Pizza.
 But 30.7% still say that it is not their first choice.
 When factors are considered, taste gets the majority points from 50.7%
of respondents, price is next from 22.7%, quality from 16% and service
from 10.7%
 According to 72% of respondents, Domino’s provides value for
money.
 Whereas, 28% does not agree with that.
 78.7% are happy with the quality of Pizzas, but 21.3% are not.
  Talking about the options offered, 76% are satisfied with the menu, but
24% feel that more options and varieties should be offered.
 A major chunk of the population i.e. 94.7% is satisfied with the
delivery time of Domino’s.
 But 5.7% say that they are still not accurate with their delivery time.
 A considerable percent of population is content with the overall service
of Domino’s.
 21.3% feels that there is scope for improvement in the total service
offered.

5.2 RECOMMENDATION

 30.7% population still does not consider Domino’s as their first choice
for Pizza, the company should find out the reasons and try to gain the
trust of the consumers that makes Domino’s their first choice.
 According to some customers Domino’s does not provide value for
money, the company should make a proper survey to find out the ways
in which they can do justice to the dissatisfied customers.
 Proper feedback to be taken from the customers to find out their
expectations from the quality of Pizzas.
 The company should make an analysis as to what are the other options
that can be offered in the menu that would make the customers excited
about the whole idea.
 The company should also make sure that they stand by their claim of
delivery within 30 mins or less, which will play a major role in
building trust among the customers.
 The company should think of more ways to improve the overall
service.
 It is important to retain customers than acquiring them, hence the
company should frequently come up with certain plans seeing to it that
no customers are dissatisfied.
5.3 LIMITATIONS OF THE STUDY

 The extent of the survey was Virar-Vasai only so the suggestions or

information given in this report may not hold true for other location in
India.
 Due to vast area the consumers sample size is restricted.
 It is possible that the information provided by the respondents may be
incorrect.
 Respondents often do not express their feelings correctly, which can
make the entire analysis go wrong.
 Generally respondents are biased to the question raised, thus the result
of research will have error and the very purpose of marketing research
is lost. Therefore one has to take utmost care while dealing with
respondent.
 The given time is not sufficient for this study.
5.4 CONCLUSION

Domino’s Pizza has been providing pizza and service since 1960. To this day,
Domino’s is the second largest pizza company in the market. There have been
many ups and downs with Domino’s, especially with customer satisfaction.
Although the speed of delivery was fast, the quality was not up to par. After
listening to what customers had to say, Domino’s decided to revamp the recipe
and provide a better quality pizza. The technology provided by Domino’s is
the first of its kind for any pizza company. The creation of the “pizza tracker”
and “Dom” has shifted the momentum on how to order pizza. Domino’s
continues to grow and develop every single day. Domino’s Pizza now has
more than 10,800 stores in over 70 markets around the world. Overall, there is
no doubt that Domino’s is experiencing success after revamping their image
and recipe. With a 14.4% increase in revenue sales in one quarter, you can tell
that Domino’s is becoming a juggernaut chain restaurant at a rapid speed, even
becoming a huge hit internationally. Domino’s has spiked
the competition with its online capabilities and adding other items to the
menus that other competitors like Pizza Hut can’t compete with. Lastly,
Domino’s is trying to slowly change their restaurants from quick service to
fast casual, introducing the “pizza theatre” and making it a sit down restaurant.
As long as Domino’s continues to listen to their customers and can stay
current with the changes and advances in the tech world, chances are high that
they will remain the top pizza chain restaurant in the industry.
 BIBLIOGRAPHY AND WEBLIOGRAPHY

 https://en.wikipedia.org/wiki/Domino's_Pizza

 https://en.wikipedia.org/wiki/Fast_food

 https://www.forbes.com/.../2016/04/06/big-data-driven-decision-making

 https://hscprojects.com/

 https://www.scribd.com/

ANNEXURE- QUESTIONNAIRE
1. AGE
o 10-20
o 20-40
o 40-55
o Above 55

2. HAVE YOU HEARD ABOUT DOMINO’S?

o Yes
o No

3. IF YES, HAVE YOU EVER PURCHASED PIZZA FROM

DOMINO’S?
o Yes
o No

4. WHAT IS THE MODE OF PURCHASE?

o Going outlet
o Order Online
o Both

5. HOW OFTEN DO YOU PURCHASE FROM DOMINO’S?

o Very Less
o Once in a month
o Twice a month
o Regularly

6. IS DOMINO’S YOUR FIRST CHOICE FOR PIZZA?

 o Yes
o No

7. YOUR REASON TO BUY FROM DOMINO’S?

o Taste
o Price
o Quality
o Service

8. DO YOU THINK DOMINO’S PROVIDES VALUE FOR MONEY?

o Yes
o No

9. ARE YOU SATISFIED WITH THE QUALITY OF PIZZAS

SERVED?
o Yes
o No

10. ARE YOU SATISFIED WITH THE OPTIONS OFFERED ON THE

MENU?
o Yes
o No
11. IS YOUR ORDER DELIVERED WITHIN REASONABLE TIME
PERIOD?
o Yes
o No

12. ARE YOU SATISFIED WITH THE OVERALL SSERVICE OF

DOMINO’S?
o Yes
o No