MINOR PROJECT REPORT

ON

“A STUDY OF CONSUMER SATISFACTION OF DOMINOS”

IN PARTIAL FULFILLLMENT OF

BACHELORS OF COMMERCE [B COM (H)]

[2022-2025]

Guided By: Submitted By:

Ms NIKITA RASHI MAKKAR
Assistant Professor 02351488822

FAIRFIELD INSTITUTE OF MANAGEMENT AND TECHNOLOGY

KAPASHERA, NEW DELHI

AFFILATED TO:

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

(DWARKA, NEW DELHI)

1
 CERTIFICATE

This is to certify that this MINOR PROJECT REPORT “A STUDY OF CONSUMER

SATISFACTION OF DOMINOS” is submitted by “RASHI MAKKAR” who carried out
the project work under my supervision. I approve this project for submission of the Bachelor
of Commerce (Hons.) in the department affiliated to Guru Gobind Singh Indraprastha
University, Delhi.

DATE:-

Ms NIKITA

Assistant professor

FIMT

2
 DECLARATION BY THE CANDIDATE

I hereby declare that the work, which is being presented in this project entitled “A STUDY
OF CONSUMER SATISFACTION OF DOMINOS” is an authentic record of my own
work carried out by me under the supervision and guidance of Ms. NIKITA project guide,
FAIRFIELD INSTITUTE OF MANAGEMENT AND TECHNOLOGY.
This project was undertaken as a part of the major project report as per the curriculum of
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY, DELHI for the partial
fulfillment of BCOM(H) FROM Fairfield Institute of Management and Technology.
I have not submitted the matter embodied here in this project for the award of any other
Degree/Diploma.

RASHI MAKKAR
02351488822
BCOM HONS

3
 TABLE OF CONTENT

S.NO. TITLE PAGE

NO.

1. ACKNOWLEGEMENT 5

2. EXECUTIVE SUMMARAY 6

3. CHAPTER 1 INTRODUCTION 7 to 26

4. CHAPTER 2 LITREATURE REVIEW 27 to 29

5. CHAPTER 3 RESEARCH METHODOLOGY 30 to 32

6. CHAPTER 4 RESULT AND DATA ANALYSIS 32 to 34

7. CHAPTER 5 CONCLUSION 35

8. REFERENCES 36

4
 ACKNOWLEDGEMENT
The project entitled “A STUDY OF CONSUMER SATISFACTION OF DOMINOS”
for one required an improved environment, extensive Endeavour, and all necessary support.
I take this an opportunity to express my gratitude to MS. NIKITA, my project guide for her
able guidance, cooperation and out of the box thinking without which this project would
not have been exciting at all.

The successful progression of my project also gives me the opportunity to acknowledge and
appreciate the staff of the college that provide me much needed stimulating suggestions and
encouragement in order to stem this project towards completion.

Thanking you
RASHI MAKKAR
02351488822

5
 EXECUTIVE SUMMARY

The title of my project is A STUDY OF CONSUMER SATISFACTION OF DOMINOS.

Dominos is the second largest pizza restaurant chain in the world, with more than 14,400
locations in over 85 markets. Founded in 1960, their roots are in convenient pizza delivery,
while a significant amount of our sales also come from carryout customers. Although we
are a highly-recognized global brand, they focus on serving the local neighborhoods in
which they live and do business through our large network of franchise owners and
Company-owned stores. On average, we sell more than 1.5 million pizzas each day
throughout our global system.

6
 CHAPTER - 1

INTRODUCTION
OVERVIEW
(FAST FOOD INDUSTRIES)

The fast food industry is on a high as Indians continue to have a feast. Fueled 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 Nirula’s
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, and Subway,
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.

7
- For most, targeting children seems the right strategy.
- Advertising is popular.
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 McDonald’s, Pizza
hut and Kentucky Fried Chicken have become household names, more are on their way.

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.
The Market Scenario

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 world’s greatest fast food fans.

8
 CHAPTER-2

LITERATURE REVIEW

From onion rings to double cheeseburgers, fast food is one of the world9s fastest growing
food types. Fast foods are quick, reasonably priced, and readily available alternatives to
home cooked food. Unlike in developed countries where organized retail chains are driving
the changes in the food chain, in India, organized food service will take the lead for driving
change in the short to medium term. The industry experts believe that the middle class
young population, with high disposable income, will spend more on eating out at chained
fast food outlets. The demand for ready-to-eat packaged food is also expected to record
strong growth in the country. After the liberalization policy that came in force in 1991, fast
food industry has grown in India as multinational fast food providers have set up their
business either jointly with Indian partners or independently. In 1995, Dominions also
entered the Indian market and opened its outlet in Delhi. With changing life style and
aggressive marketing by fast food outlets, fast food is also becoming popular in small towns;
therefore, success of existing fast food outlets and entry of more is inevitable. Hence, the
researcher has chosen this area for the study.

Agnes K.Y. Law, Y.V. Hui, Xiande Zhao, (2004) have studied on <Modelling repurchase
frequency and customer satisfaction for fast food outlets=. In this study, the relationships
between customer satisfactions; repurchase frequency, waiting time and other service
quality factors in fast food outlets are modelled. Results shows that waiting time, staff
attitude, food quality and food variety all significantly affect customer satisfaction.
G Ronald Gilbert, Cleopatra Veloutsou, Mark M.H. Goode, LuizMoutinho, (2004)
have studied on <Measuring customer satisfaction in the fast food industry: a cross-national
approach=. This study provides a cross-cultural comparison of service satisfaction of fast
food establishments in four English-speaking countries. It is based on data collected from
customers of five globally-franchised fast-food chains, using a previously developed service

9
satisfaction instrument. The study reveals two empirically derived, cross-cultural fast-food
customer satisfaction dimensions: satisfaction with the personal service and satisfaction
with the service setting.
Monika J.A. Schröder and Morven G. McEachern, (2005) have studied on <Fast foods
and ethical consumer value: a focus on McDonald9s and, Dominions=. This paper aims to
investigate the effect of communicating corporate social responsibility (CSR) initiatives to
young consumers in the UK on their fast-food purchasing with reference to McDonald9s
and, Dominos. Most respondents (82 per cent) regularly purchased fast food from one of
the companies; purchases were mostly impulsive (57 per cent) or routine (26 per cent),
suggesting relatively low-level involvement in each case. Four factors were isolated,
together explaining 52 percent of the variance in fast food purchasing behavior. They were
brand value, nutritional value, ethical value and food quality.
Akbay et al., (2007) examined the relationship between consumers9 fast food consumption
frequency and their socio-economic/demographic characteristics and attitudes. The results
indicated that age, income, education, household size, presence of children and other
factors, such as consumer attitude towards the price of fast food, health concerns and child
preference, significantly influenced the frequency of fast food consumption.
Bryant and Dundes (2008) studied the perceptions of students from Spain and the United
States towards fast food. The researchers investigated the influence of culture and gender
on perceptions. American college males considered value to be a priority than other
respondents. Relatively few American college males cited nutritional status as important.
Americans considered convenience of fast food as more important than Spaniards. More
Spanish students objected to proliferation of fast food establishments in their own countries
when compared to Americans.
Qin et al., (2008) developed a model and the associated metrics that measure service quality
in fast food restaurants. The findings of the study revealed that the five dimensions namely
3 tangibles, employee behaviours, reliability, responsiveness and empathy positively
influences the perception of service quality. Results also indicated that service quality and
customer satisfaction are two important antecedents of customer intention.
1
0
Anand (2011) explored the impact of demographics and psychographics on young
consumer9s food choice towards fast food in Delhi, India. The key determinants impacting
consumers food choice were found out to be passion for eating out, socialize, ambience and
taste of fast food and convenience for dual-income families in urban India. Findings
indicated that fast food companies can no longer rely on convenience as USP in India, unless
the implications of same on consumer9s health are given equal importance in the years to
come.
Rezoned and Avelar (2012) attempted to describe the eating out habits of consumers in
Brazil. The study revealed that a 8search for variety9 was a motivator for eating outside the
home. The desire for 8convenience9 was an important element on many occasions of
consumption. The younger people and people with higher incomes possessed more
intensive consumption and more favorable attitudes towards eating out. The study also
revealed that although eating out was a very popular trend, many of the consumers did not
voice any intention of eating out more frequently. Attitudes towards eating out were not all
so positive, with certain levels of suspicion or mistrust on the part of the consumers.

1
1
 INTRODUCTION OF THE COMPANY

The domino’s brand was founded in the United States of America in 1960 by Thomas
Monaghan. Since then, that business has grown into a global network of over 8,500 pizza
stores in more than 60 countries, involving over 2,000 franchises. Over its 49-year history,
domino’s has developed a simple business model focused on delivering quality pizzas in a
timely manner. Domino’s pizza, inc., completed its initial public offering in 2004 and is
listed on the New York stock exchange.

Domino's pizza India ltd. was incorporated in March 1995 as the master franchisee for India
and Nepal, of domino's pizza international inc., of U.S.A. Moreover, the company holds the
master franchisee rights for Sri Lanka and Bangladesh through its wholly owned subsidiary.
Dominos pizza India has a network of 274 stores, in 55 cities, in 20 states and union
territories (as on 31st august 2009). According to the India retail report 2009, dominos are
the largest pizza chain in India and the fastest growing multinational fast food chain between
2006-2007 and 2008-2009 in terms of number of stores.

1
4
On May 13, 1983, Domino’s opened its first international store, in Winnipeg, Canada. That
same year, Domino's opened its 1,000th store overall, and by 1995 Domino's had 1,000
international locations. In 1998, after 38 years of ownership, Domino's Pizza founder Tom
Monaghan announced his retirement and sold 93 percent of the company to Bain Capital,
Inc. for about $1 billion and ceased being involved in day-to-day operations of the company.
A year later, the company named David A. Brandon Chairman and Chief Executive Officer.
Involved in day-to-day operations of the company. A year later, the company named David
A. Brandon Chairman and Chief Executive Officer.

In a simultaneous celebration in 2006, Domino's opened its 5,000th U.S. store in Huntley,
Illinois and its 3,000th international store in Panama City, making 8,000 total stores for the
system. Also that the Domino's Pizza store in Tallaght, Dublin, Ireland, became the first in
Domino's history to hit a turnover of $3 million (€2.35 million) per year. As of September
2006, it has 8,238 stores which totaled US$1.4 billion in gross income. In 2007, Domino's
introduced its Veterans and Delivering the Dream franchising programs and also rolled out
its online and mobile ordering sites. In 2001 the company's stores in New York City and
Washington D.C. provided more than 12,000 pizzas to relief workers following the
September 11 attacks on the World Trade Center and The Pentagon. Through a matching
funds program, the corporation donated $350,000 to the American Red Cross' disaster relief
effort.

Leading industry publication Pizza Today magazine named Domino’s Pizza "Chain of the
Year" in 2003.

10
Domino's pizza constantly strives to develop products that suit the tastes of its consumers
and hence delighting them. Domino's believes strongly in the strategy of 'think global and
act local’. Thus, time and again domino's pizza has been innovating with delicious new
products such as crusts, toppings and flavors suitable to the taste buds of Indian consumers.
Further, providing value for money at affordable products to the consumers has been
dominos motto. Initiatives such as fun meal and pizza mania have been extremely popular
with consumers.

Since 2008 to include Oven Baked Sandwiches and BreadBowl Pasta, and recently debuted
its ’Inspired New Pizza’- a permanent change to its core hand-tossed product, reinvented
from the crust up with new sauce, cheese and garlic seasoned crust.

11
 KEY INFORMATION

 Type - Public (NYSE: DPZ)

 Founded - Ypsilanti, Michigan, U.S. (1960)

 Headquarters - Ann Arbor, Michigan, U.S.

 Founder - Tom Monaghan

 Chairman & CEO - David Brandon.

 Industry - Restaurants

 Products Pizza - · sandwiches ·pasta · chicken wings ·desserts

 Employees - 145,000

 Website- www.dominos.com

12
 Domino’s Pizza India Limited

Jubilant FoodWorks Limited, a Jubilant Bhartia Group Company holds the Master
Franchisee Rights for Domino’s Pizza for India, Nepal, Sri Lanka and Bangladesh. The
company has been listed on the Indian bourses recently. Prior to Sep 24, 2009, the company
was known as Domino’s Pizza India Limited and underwent a name change, rest of the
terms remaining the same. The promoters of the company are Mr. Shyam S Bhartia, Mr.
Hari S Bhartia and Jubilant Enpro Private Ltd. Domino’s Pizza opened its first store in India
in January 1996, at New Delhi. Today Domino’s Pizza India has grown into a countrywide
network of more than 364 stores (as on 31st December, 2010) with a team of over 9,000
people. According to the India Retail Report 2009, we were the largest Pizza chain in India
and the fastest growing multinational fast food chain between 2006-2007 and 2008-2009 in
terms of number of stores.

Over the period since 1996, Domino’s Pizza India has remained focused on delivering great
tasting Pizzas and sides, superior quality, exceptional customer service and value for money
offerings. We have endeavored to establish a reputation for being a home delivery specialist
capable of delivering pizzas within 30 minutes or else FREE to a community of loyal
consumers from all our stores around the country.

Domino’s vision is focused on “Exceptional people on a mission to be the best pizza

delivery company in the world!" We are committed to bringing fun, happiness and
convenience to lives of our consumers by delivering delicious pizzas to their doorstep and
our efforts are aimed at fulfilling this commitment towards a large and ever-growing
customer base.

13
Domino’s constantly strives to develop products that suit the tastes of our consumers and
hence delighting them. Domino’s believes strongly in the strategy of ’Think global and act
local’. Thus, time and again we have been innovating with delicious new products such as
crusts, toppings and flavours suitable to the taste buds of Indian Consumers. Further
providing value for money and affordable products to our consumers has been an important
part of our efforts. Our initiatives such as Fun Meal and Pizza Mania have been extremely
popular with consumers looking for an affordable and value for money meal option.

Our Brand Positioning of Khushiyon ki Home Delivery (Happiness Home delivered) is the
emotional benefit we offer to our consumers. All our efforts, whether it is a new innovative
and delicious product, offering consumers value for money deals, great service, country
wide presence or delivery in 30 minutes or free are all oriented towards delivering happiness
to the homes of our consumers.

14
 VISION AND MISSION

Vision:

“Exceptional people on a mission to be the best pizza delivery company in the world”

Mission

“Domino’s Pizza is the Pizza specialist who consistently delights the customer with
great taste and choices in pizza with friendly, courteous team members providing
prompt, safe delivery service”

15
 ORGANIZATIONAL STRUCTURE

People related to Domino's Pizza Inc.:

 Andrew B. Balson – Director

 David A. Brandon – Chairman
 Diana F. Cantor – Director
 J. Patrick Doyle - President & CEO
 James A. Goldman – Director
 Vernon O. Hamilton – Director
 Thomas S. Monaghan – Founder
 Mark E. Nunnelly – Director
 Gregory A. Trojan – Director

Domino's Pizza Inc. past relationships:

 Daniel R. Foley - Vice President/General Counsel
 Dennis F. Hightower – Director
 Robert M. Rosenberg – Director

16
COMPETITORS

Major players in this field:

 Pizza hut’s
 Papa John's Pizza

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.

17
2. Papa John's Pizza

Papa John's Pizza is the world’s largest pizza restaurant chain. The headquarters of the
company is located in Addison, Texas, USA. Pizza Hut is a subsidiary of Yum! Brands, Inc.
Yum! Brands own approximately 34,000 restaurants, delivery-carryout units, and kiosks in
100 countries. Pizzas in the pizza hut come out in 4 different sizes: personal, small, medium
and large. Apart from pizza and garlic cheese bread, the Pizza Hut menu includes a wide
variety of side dishes such as bread sticks, cheese sticks, cinnamon sticks, mozzarellasticks,
onion rings, chicken wings, boneless wings, chicken munchers, jalapeño peppers, que papas
potato bites filled with cheese and jalapeño flavour, a basket of taters or tater tots and fried
apple pies.

18
SWOT ANALYSIS

19
 PEST ANALYSIS

⚫ Political Factors:

 Regulatory frame work operating in judicial system which may affect the business in
different ways

 Not many political factors in Delhi affecting Domino’s Pizza as is it has the best pizza
delivery system in the country

 Factors such as laws on business employment, pollution and taxation apply on the
organization which it has to abide.

20
• Economical Factors

 Increasing per capita income is a good sign as the the purchasi.ng power increases.

 Rise in food inflation rate is directly related to the rise in price.

 With a change in socio-economical status of Indian population (expanding middle-class)

there lies a huge potential of the untapped segments.

 Social Factors

Domino’s Pizza is a multinational company and has originated from America

So the organization is overwhelmed by western culture.

 There are social forms of society which consist of Upper class, middle class, middle upper
class, lower class and lower class.

 Every country has cultural norms, values, beliefs and religion which can affect the
organization.

 In India, Domino’s has been associated with the NGO’s devoted to the cause of under
privileged children’s. Domino’s conducts Store Educational Tour (SET) for the
underprivileged children time-to-time.



21
 Technological Factors

 With the new age technology baking and production is more cheaper and easier, hence,
efficient.
 Due to new technology there are new ways of marketing like internet; telemarketing and
the organization can advertise their products with much more faster pace.
 Computer based customer data that is MIS (managing information system) helps in
collecting customer data, daily transactions, future forecasting and decision making.

22
 Porter’s five forces model

Dominos are facing a stiff competition from these providers:

 Pizza Hut
 Papa John’s Pizza
 Smokin Joe’s
 Us pizza

23
 Threat of new entrants

With the economic reforms and liberalization, many new entrants also want the revenue of
the 200 billion Indian fast food industries.

There are many new entrants in the branded pizza industry son of them are

• Papa john’s pizza

• Us pizza

They have captured a lot of customers with their new style and discount offers. Much young
crowd flock their restaurants and their taste buds are getting modified. Now the new entrants
are also likely to enter the tier ii cities and make their presence. Thus dominos have to
rethink their strategies so as to retain their customers. They have to constantly differentiate
their services from the newer entrants

 Substitutes

There are lots of substitutes which are available to choose with respect to the fast food
industry some of them are

• Any restaurant
• Mc Donald’s
• Barista
• Cafe coffee day
• Chinese restaurants (mainland china)

24
 Largely it depends upon the customers what they want to have. Generally it is assumed that
when people dine outside, they think of having pizza at least 25% of time. Thus if the brand
recall of a particular company is good. More people will tend to go there. Higher the quality
of food, service, higher will be product recall and sales

 Buyer’s bargaining power

Dominos have higher market reach and greater visibility in the market with respect to the
pizza industry and hence they command supplies at lower rate. However their counterparts.
Competitors cannot command such lower prices. Thus the muscle power of dominos is way
beyond the others.

Supplier’s growing bargaining power

Supplies till now were not a problem. But with the advent of the rising food costs (raw
material inflation). Suppliers are not ready to supply items at the normal rate. Thus
supplier’s muscle power grew only doe to inflation. Thus the company either has to increase
the menu costs or reduce the operational costs to recover. Failing to do this will make the
company into losses or to lose out in the industry.

 Trends in the Indian market

Marketing to children
Fast food outlets in India target children’s as their major customers. They introduce varieties
of things that will attract the children’s attention and by targeting children’s they
automatically target their parents because children’s are always accompanied by their
parents.

Low level customer commitment

25
Because of the large number of food retail outlets and also because of the tendency of
customer to switch from one product to other, this industry faces low level customer
commitment.
Attracting different segments of the market
Fast food outlets are introducing varieties of products in order to cater the demands of each
and every segment of the market. They are introducing all categories of product so that
people of all age, sex. Class, income group etc can come and become a customer of their
food line.
The success of fast foods arose from the changes in the economic conditions.

1. Many women or both parents now work.

2. There are increased numbers of single-parent households.

3. Long distances to school and work are common.

4. There’s often not enough time or opportunity to shop carefully for groceries, or to cook

and eat with one’s family. Especially on weekdays, fast food outside the home is the only

solution.

26
27
 CHAPTER 3

RESEARCH METHODOLOGY

OBJECTIVES OF THE STUDY

The objectives of the project can be summarized under the following points:
 To do customer value analysis which includes identifying the major attributes
that customer’s value in a fast food chain restaurant, assessing the quality of the
different attributes.
 To study the FMCG industry.
 The market position of the main players in the industry.
 To know awareness of people towards Dominos Pizza.
 To know the domino’s Pizza working in India.

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.

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 the Internet in a given
month. The focus of descriptive research is to provide an accurate description for
something that is occurring.

30
Primary sources

 The primary data was collected through questionnaires. They were filled using the
scheduled method of data collection by the researcher. Primary data is a data which
have been collected originally for the first time. in other words, primary data may be
outcome of an original statistical inquiry, measurement of facts or a count that is
undertaken for the first time. For instance data of population census is primary.
Primary data being fresh from the fields of investigation is very often referred to as
raw data. In the collection of primary data, a good deal of time, money and energy
are required.

The following are the method of collecting primary data:

 Collection directly by personal investigation.

 Collection indirectly by oral investigation.
 Collection by questionnaires and schedules.
 Collection from statistical reports of correspondents and from local sources.

Secondary sources

 The secondary sources were used only for collecting information regarding the
sample, they were however not used for analysis. Secondary data is data that has
already been collected and examined earlier by other investigators. Secondary data
can either be published or unpublished data.

31
The following are the method of collecting secondary data

 Publications of the central, state ,or local governments

 Publications of foreign governments
 Technical and trade journals
 Books , magazines and newspapers

SOURCES OF DATA COLLECTION

Secondary Sources
• Journals, Articles, etc.
• Websites
The data in my project is collected through the following methods.

• Through Various Pizza restaurant websites.

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.
 It is possible that the information supplied by the informants may be incorrect.

32
 CHAPTER 4
RESULT AND DATA ANALYSIS

FINDINGS
Going through the analysis of response from the survey conducted, it is concluded that
Dominos is able to be and retain at top among all the fast food chains like Nirula’s, Subway
and Burger King,Sbarro.
Dominos is also preferred over Pizza hut, McDonald’s and KFC.

Dominos is providing its customers good quality food products.

Though not wide but its product line is quite impressive. It includes meals for both
Vegetarian and Non-Vegetarian and satisfies both section of customers.

Dominos is also providing its customers a well provided and comfortable ambience.
It has been rated as ‘very good’ by its customers in terms of Taste and Variety of food and
promptness of delivery.

Dominos maintains its consistency in taste and quality.

Customers are also satisfied with its prices and promotional and advertising activities.

Prices are affordable by all and Dominos also satisfies its customers by continuously
introducing value for money offers

Summarising all points we conclude that Dominos is growing fastly by satisfying its
customers by providing quality and maintaining consistency and also has an impressive
strategy of marketing the products in the form of Marketing Mix Elements.

33
RECOMMENDATIONS

The Recommendations to Dominos is to:

 Maintain consistency in the taste and quality of products.
 Include more items in its product line like burgers.
 Include more promotional and advertising measures to increase its sales or to increase
its market share.
 They Should also freeze their Ice Creams at higher Temperature so that it does not
get melted so early.
 The most important thing is that they should also sell pizza’s without cheese because
today’s generation is more Diet Conscious and each and every pizza of Dominos is
more or less of cheese so they should make pizza’s without cheese.
 One Thing more Dominos should start is giving Customized waiter Services instead
of Self Services.
 The Soft Drinks provided in Dominos is more of Ice and less of Cold Drink.

34
 CONCLUSION
From the above study, we can conclude that the customers are highly satisfied with the food
and services provided by Dominos. They could gain more attention from customers, if they
take into consideration the health and nutrition factors of the products offered by them.
Dominos is a company which has the potential to reach greater heights and to emerge as
one of the prominent food chain of the world.

Domino’s constantly strives to develop products that suit the tastes of our consumers and
hence delighting them. Domino’s believes strongly in the strategy of ’Think global and act
local’. Thus, time and again we have been innovating with delicious new products such as
crusts, toppings and flavours suitable to the taste buds of Indian Consumers. Further
providing value for money and affordable products to our consumers has been an important
part of our efforts. Our initiatives such as Fun Meal and Pizza Mania have been extremely
popular with consumers looking for an affordable and value for money meal option.

Domino’s vision is focused on “Exceptional people on a mission to be the best pizza

delivery company in the world!" We are committed to bringing fun, happiness and
convenience to lives of our consumers by delivering delicious pizzas to their doorstep and
our efforts are aimed at fulfilling this commitment towards a large and ever-growing
customer base.

35
 CHAPTER 6

REFERENCES

 https://www.studocu.com/in/document/bangalore-institute-of-management-
studies/masters-of-biz-admin/a-project-on-dominos-pizza-compress/32118009

 https://bsssbhopal.edu.in/uploads/naac/criteria_1/students_projects/085%20Di
ksha%20Pathak.pdf

 https://www.scribd.com/document/257237470/Marketing-Strategies-of-
Dominos-in-India

 https://www.slideshare.net/RADHIKAGUPTA36/dominos-marketing-project

36