DOMINO’S PIZZA

A RESEARCH REPORT On

“A STUDY ON CONSUMER’S PERCEPTION TOWARDS DOMINO’S PIZZA” Submitted in partial fulfillment for the award of degree Of MASTER OF BUSINESS ADMINISTRATION CHHATTISGARH SWAMI VIVEKANANDA TECHNICAL UNIVERSITY BHILAI SUBMITTED TO MR PRAFUL BHUSARI SABAKARDAR

SUBMITTE BY

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

DEPARTMENT OF MANAGEMENT RUNGTA INSTITUTE OF ENGINEERING & TECHNOLOGY Approved by AICTE, New Delhi Kohka-Kurud Road, Bhilai-490024, (C.G.) 2009-11

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DECLARATION

I,

SABA KARDAR student of M.B.A-IInd semester 2009-2010 at RUNGTA

COLLEGE OF ENGINEERING ENGINEERING AND TECHNOLOGY here here by declare that this Project Report under the title of “ A

STUDY ON CONSUMER’S

PERCEPTION TOWARDS DOMINO’S PIZZA ” of the original work under

the guidance of Prafful bhusari Sir (faculty) Department of M.B.A RCET Bhilai . This report has never been submitted to anywhere else for award of any degree or diploma.

Place: Bhilai

SABA KARDAR M.B.A (2nd Sem)















CERTIFICATE

This is to certify that the project work done on “A study of consumer’s perception

towards domino’s

pizza ”

submitted to rungta college of

engineering & technology, Bhilai by saba kardar in partial fulfilment of the requirement for the award of Masters degree in Business Administration Administration is a bonafide work carried out by her under my guidance. This work has not been submitted anywhere else for any other degree /diploma.

Place: Bhilai Date: 23-3-2010

RCET, Bhilai















EXECUTIVE SUMMARY

The project reports on “A study on consumer’s perception towards domino’s pizza ”. The purpose behind the research report is to get an exposure of the

corporate world as well as the culture by getting associated with the research. This research makes customers to get the information about Domino’s pizza . If this reports to be fruitful to anybody / any organization by any means, I will consider my work worthwhile.

This research helps in understanding the practical

applicability, which is a part from theoretical concept. Finally the findings records and suggestions are complied.















ACKNOWLEDGEMENT

If I say that this project has been a result of only and only my hard work, I would be wrong. It has taken the hard work and blessings of many to complete project. Any single person can’t do such Himalayan task alone it need cooperation of many people and I have been fortunate enough as I got help from my related authority. I am glad to offer offer my prime sense gratitude to to Praful Bhusari Sir who shared his valuable valuable time for me. He gave me a few drops from his ocean of knowledge. I would like like to thank thank him whole-heartedly. whole-heartedly. I am depth to the entire respondent who sacrificed there time and willingly discussed with me a Varity of issue related with the subject.

Place: Bhilai Date: 23-3-2010

saba kardar M.B.A. IInd Semester















CONTENTS Topic CHAPTER No. Chapter-1

INTRODUCTION

Chapter-2

BRIEF OVERVIEW OF THE PROJECT OBJECTIVES 

Chapter-3

RESEARCH METHODOLOGY

LITERATURE REVIEW Chapter-4 DATA INTERPRETATION Chapter-5 TESTING OF HYPOTHESIS Chapter-6 LIMITATION Chapter-7 FINDINGS Chapter-8

Chapter-9

SUGGESTIONS & RECOMMENDATIONS CONCLUSION

Chapter-10 BIBLIOGRAPHY Chapter-11

Page No.

















CHAPTER : 1 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 phenom enal growth and is one of the fastest growing sectors in the country countr y , Further, on the back of changing and busy lifestyle, fast emerging middle class population pop ulation 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 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 the way people eat. eat. People buy fast food because it is cheap, easy to prepare, and heavily promoted and it becomes most favourate to youths. This research research aims at providing information 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 fu ture forecasts, and outlines of current trends and analyses.

















food retailing include:

Dominos Domino's vision is focused on “Exceptional people on a mission to be the best pizza delivery company in the world ! .” Domino's is committed to bringing fun and excitement to the lives of our customers by delivering delicious pizzas to their doorstep in 30 minutes or less, and all its strategies are aimed at fulfilling this commitment towards its large and ever -growing customers . Domino's constantly strives to develop products that suit the tastes of its customers, thereby bringing out the Wow effect (the feel good factor). Domino's believes strongly in the th e strategy of 'Think local and act regional'. Thus, time and again Domino's Domino 's has been innovating toppings suitable to the taste buds of the local people and the Indian market has very well accepted these.

















COMPANY PROFILE

Founded

Ypsilanti, Michigan, U.S. (1960)

Headquarters Ann Arbor, Michigan, U.S.

Key people

Tom Monaghan, Founder David Brandon, Chairman & CEO J. Patrick Doyle, President

















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

















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



















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



















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



















Descriptive research was adopted.

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

Source of data is classified in to two categories: 1. Primary data 2. Secondary data

PRIMARY DATA Primary data do not exist in in records and publication. The researcher has to gather primary data a



















1. Published of secondary data. 2. Government publication. 3. Specialized libraries 4. General library research sources Sample Size:

I used 50 respondents for my research report. 

METHOD OF DATA COLLECTION:

For getting the results of my research I used method which is questionnaire method that is under primary data. A questionnaire (also known as self-administered survey ) is a type of statistical survey handed out in paper form usually to a specific demographic to gather information in order to provide better service or goods. The questionnaire was invented by Sir Francis Galton.



















alternative. The studies are descriptive in nature. It It is connected to study the present state of affair as as it exists. The open study tries to explore the system at present and report on it. Why questionnaire methods has been adopted

1. It is versatile 2. Ideas related to the problem and its solution can be find by asking the people involved in various industries. 3. Knowledge, opinions, and intention of people involved can be easily founded. 4. It is usually faster and cheaper than other methods. It involves control over the data gathering activities as compare to other method





















In the following study , I will analyse analyse the Journal done by “Anita goyal ,N.P Singh ”(2007 ,by british food journal )(cited on 2 – 2 – march march -2010 ) Titt Tittle : consumer perce rception ion about prefer fast food outlet fast food in india . he founded that most of the young generation of india prefer 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 analysed the recently



















they found there and urban people are very price conscious and always take decision after analyzing the product. So, according to the article ; Indian 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 o f the most promising & fastest growing economy of the world and a nd in india there is a huge potential of rural peoples. fast-food providers are increasingly recognizing the need to III. Services : Domino’s and other fast



















In another article I had observed that the journal done by (Pratscher.M) (cited on 19 – 19 – march march -2010 ) Tittle : can domino’s dominate the pizza market ? he found that although there was widespread diversification 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 ov er 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.



















government as well as important tax benefits. But before developing food for the Indian market, it is important to understand the traditional influences and ke y flavors of Indian food to successfully merge Western trends with Indian flavors.



















CHAPTER-5





















RESPONSE one time

two times

three times

more than three times



















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DOMINO’S PIZZA

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