CHAPTER-1

COMPANY PROFILE

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 Increase $1.425 billion USD (2008)
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

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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. 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.

Sale of Company:

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-

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day operations of the company. A year later, the company named David A.
Brandon Chairman and Chief Executive Officer.

Current Scenario-

In 2004, after 44 years as a privately held company, an employee of

Domino's Pizza rang the opening bell at the New York Stock Exchange and
the company began trading common stock on the NYSE under the ticker
symbol "DPZ".

Industry trade publication Pizza

Today magazine named Domino's
Pizza "Chain of the Year" in 2003
and did so again in 2010.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
year, the Domino's Pizza store in Tallaght, Dublin, Ireland, became the first
in Domino's history to hit a turnover of $3 million per year. As of September
2006, it has 8,238 stores which totalled 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 2009, Domino's introduced the Pizza Tracker, an online application that
allows customers to view the status of their order in a simulated "real time"
progress bar. In addition, the first Domino's with a dining room opened in

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Stephenville, Texas, giving the customers the option to either eat in or take
their pizza home. Since 2005, the voice of Domino's Pizza's national phone
ordering service 1 -800-DOMINOS has been Kevin Railsback.

In a 2009 survey of consumer taste preferences among national chains by

Brand Keys, Domino's was last tied with Chuck E. Cheese's. In December
that year, Domino's announced plans to entirely reinvent its pizza. It began a
self-flogging ad campaign in which consumers were filmed criticizing the
pizza's quality and chefs were shown developing the new product.

The new pizza was introduced that same month, and the following year,
Domino's 50th anniversary, the company acquired J. Patrick Doyle as its
new CEO experienced a historic 14.3% quarterly gain. While admitted not to
endure, the success was described by Doyle as one of the largest quarterly
same-store sales jumps ever recorded by a major fast-food chain.

Products Range-

The current Domino's menu features a variety of Italian-American entrees

and sides. Pizza is the primary focus, with traditional, specialty and custom
pizzas available in a variety of crust styles and toppings. Additional entrees
include pasta bread bowls and oven-baked sandwiches. The menu offers
chicken side dishes, breadsticks and salads, as well as beverages and
desserts.

From its founding until the early 1990s, the menu at Domino's Pizza was
kept simple relative to other fast food restaurants, to ensure efficiency of
deliver y. Historically, Domino's menu consisted solely of one pizza in two

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sizes (12-inch and 16- inch), 11 toppings, and Coke as the only soft drink
opt ion.

The first menu expansion occurred in 1989, with the debut of Domino's deep
dish, or pan pizza. Its introduction followed market research showing that
40% of American pizza customers preferred thick crusts. The new product
launch cost approximately $25 million, of which $15 million was spent on
new sheet metal pans with perforated bottoms. Domino's started testing
extra-large size pizzas in early 1993, starting with the 30-slice, yard-long
"The Dominator".

Domino's tapped into a market trend toward bite-size foods with spicy
Buffalo Chicken Kickers, as an alternative to Buffalo wings, in August
2002. The breaded, baked, white-meat fillets, similar to chicken tenders, are
packaged in a custom-designed box with two types of sauce to "heat up" and
"cool down" the chicken.

In August 2003, Domino's announced its first new pizza since January 2000,
the Philly Cheese Steak Pizza. The product launch also marked the
beginning of a partnership with the National Cattlemen's Beef Association,
whose beef Check-Off logo appeared in related advertising. Domino's
continued its move toward specialty pizzas in 2006, with the introduction of
its "Brooklyn Style Pizza", featuring a thinner crust, cornmeal baked in to
add crispness, and larger slices that could be folded in the style of traditional
New York style pizza.

In 2008, Domino's once again branched out into non-pizza fare, offering
oven-baked sandwiches in four styles, intended to compete with Subway's
toasted submarine sandwiches.

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 A makeline at dominos
Early marketing for the sandwiches made varied references to its
competition, such as offering free sandwiches to customers named "Jared," a
reference to Subway's spokesman of the same name.

The company introduced its American Legends line of specialty pizzas in

2009, featuring 40% more cheese than the company's regular pizzas, along
with a greater variety of toppings. That same year, Domino's began selling
its Bread Bowl Pasta entree, a lightly seasoned bread bowl baked with pasta
inside, and Lava Crunch Cake dessert, composed of a crunchy chocolate
shell filled with war m fudge. Domino's promoted the item by flying in
1,000 cakes to deliver at Hoffstadt Bluffs Visitor Centre near Mount St
Helens. In 2010, the company changed its pizza recipe "from the crust up",
making significant changes in the dough, sauce and cheese used in their
pizzas. Their advertising campaign admitted to earlier problems with the
public perception of Domino's product due to issues of taste.

Domino's management is led by J. Patrick Doyle, CEO from March 2010,

formerly and president of Domino's USA. Previous chief executive David
Brandon, made athletic director of the University of Michigan in January
2010, remains chair man. Among 11 executive vice presidents are Michael
Lawton, CFO; Asi Sheikh, Team USA; Scott Hinshaw, Franchise
Operations and Development; and Kenneth Rollin, General Counsel.
Domino's operations are overseen by a board of directors led by Brandon.
Other members of the board are Andrew Balson, Diana Cantor, Mark
Nunnelly, Robert Rosenberg and Bud Hamilton.

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Advertising and sponsorship

In the 1980s, Domino's Pizza was well known for its advertisements
featuring The Noid. That concept was created by Group 243 Inc. who then
hired Will Vinton Studios to produce the television commercials that they
created. The catch phrase associated with the commercials was "A the
Noid." Due to a glitch on the Domino's website, the company gave away
nearly 11,000 free medium pizzas in March 2009. The company had planned
the campaign for December 2008 but dropped the idea and never promoted
it. The code was never deactivated though and resulted in the free giveaway
of the pizzas across the United States after someone discovered the
promotion on the website by typing in the word "bailout" as the promotion
code and then shared it with others on the Internet. Domino's deactivated the
code on the morning of Tuesday, March 31, 2009 and promised to reimburse
store owners for the pizzas.

Domino's sponsored CART's Doug Shierson Racing, which was driven by

Arie Luyendyk, and the team won the 1990 Indianapolis 500. In 2003,
Domino's teamed up with NASCAR for a multi-year partnership to become
the "Official Pizza of NASCAR."Domino's also sponsored Michael Waltrip
Racing and driver David Reutimann during the 2007 season in the NASCAR
Sprint Cup Series.

30-minute guarantee Service

Starting in 1973, Domino's Pizza had a guarantee that customers would

receive their pizzas within 30 minutes of placing an order, or they would
receive the pizzas free. The guarantee was reduced to $3 off in the mid

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1980s. In 1992, the company settled a lawsuit brought by the family of an
Indian woman who had been killed by a Domino's delivery driver, paying
the family $2.8 million. In 1993, Domino's settled another lawsuit, this one
brought by a woman who was injured when a Domino's delivery driver ran a
red light and collided with her vehicle. The woman was paid nearly $80
million. The guarantee was dropped that same year because of the "public
perception of reckless driving and irresponsibility", according to Monaghan.

In December 2007, Domino's introduced a new slogan, "You Got 30

9
CHAPTER- 2
RESEARCH
METHODOLOGY

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 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

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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.

Sampling
A fine subset of the population, selected from it with the objectives of
investigating its properties is called a sample and the number of unit in the
sample is known as sample size. Sampling is a tool which enables us to draw
conclusion about the characteristics of the population after studying only
those subjects or items that are included in the sample. In sampling method
only few units of the population is considered. The choice of an appropriate
sampling design is of keeping in view the objectives and scope of the
enquiry and the type of the universe to be sampled.

Sampling techniques:

Random sampling
Non random sampling

Random sampling:

A random sampling is done in such a way that each member of the universe
has a change of being selected, which enables statistics procedures to be
used under the result to estimate sampling.

Non random sampling:

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In the non-random sampling the chance of any particular unit in the
population being selected is unknown. The judgments sampling method
under non-random sampling method was adopted for the study with a
sample size of 100 respondents, which are chosen in a judgment manner
from the customer. In this method a designed number of sample unit is
selected deliberately or purposely depending upon the objectives of the
enquirer so that only the important items representing the true characteristics
of the population are included in the sample.

Area of sampling-

In this study primary data plays a vital role. The process of choosing the
correct number of respondents is nothing but sampling procedure.

Sampling area: Bangalore city

Sampling Size-

100 is the number of items to be selected from the universe to constitute the
sample. The method used here is random sampling and on- the spot
sampling, where the samples are selected without considering any particular
quality.

Sample Method-

Random Sampling

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Field work
The study has been analyzed in different region in the city. Such regions are
as under-

Region Number of respondents

Jayanagar Yet to approach

Kumaraswamy Layout - Do -

Banashankari - Do -

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.

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

PLAN OF ANALYISIS
The primary data that is collected using the questionnaire is analyzed step by
step:

The questionnaire is prepared keeping in mind the objectives of the

study.
The data are tabulated and the respondents are classified according to
age, sex, occupation and monthly income. The data relating to the
objectives has tabulated and their percentages will be calculated.
The finding of the study is based on assumption that the information
collected from the respondents is accurate.

Conclusions are based on the findings and implications

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.

CHAPTER- 3
DATA ANALYSIS AND
INTERPRETATION

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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.
17
1,Analysis of Table 1:

Love for outdoor eating

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Yes 80 80%
No 20 20%
TOTAL 100 100%

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

respondents like to dine at their homes.

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 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.

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1) Analysis of Table 2:
Frequency of visit

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Once a week 20 20%
More than once a week 14 14%
Once a month 16 16%
Once a fort night 50 50%
TOTAL 100 100%

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.

20
 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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2) Analysis of Table 3:
Customer Preference

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Dominos 34 34%
Pizza Hut 30 30%
Mc Donalds 20 20%
KFC 16 16%
TOTAL 100 100%

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.

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 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%.

3)

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3)Analysis of Table 4:

Consistency of taste and quality

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Yes 86 86%
No 14 14%
TOTAL 100 100%

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.

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 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.

25
4)Analysis of Table 5:

Pricing Satisfaction

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Satisfied 55 55%
Very Satisfied 30 30%
Not Satisfied 15 15%
TOTAL 100 100%

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.

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 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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4) Analysis of Table 6:
Promotional Measures

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Very Effective 10 10%
Effective 50 50%
Not Effective 40 40%
TOTAL 100 100%

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.

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 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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5) Analysis of Table 7:
Recommendation to Dominos

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Include more varieties 52 52%
Reduce Prices 12 12%
Better Promotions 10 10%
Improve Quality 26 26%
TOTAL 100 100%

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.

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 60
52

50

40

26
30

20
12
10

10

0
Include more Reduce Prices Better Promotion Improve quality
variety

Recommendation to Dominos

INTERPRETATION:

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.

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6) Analysis of Table 8:

Eating Experience

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Excellent 15 15%
Very Good 20 20%
Good 50 50%
Poor 15 15%
TOTAL 100 100%

As per data analysis, the eating experience of 15 respondents was excellent,

20 was very good, 50 good, and 15 poor.

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 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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7) Analysis of Table 9:

Varieties satisfaction

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Very Satisfied 70 70%

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

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 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.

35
8) Analysis of Table 10:
Awareness of Charity Services

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Yes 60 60%
No 40 40%
TOTAL 100 100%

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

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 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 98 98%
No 2 2%
TOTAL 100 100%

As per data analysis, 98 respondents said that the Dominos Outlets are
hygienic while 2 replied negatively.

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 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.

39
12) Analysis of Table 12:

Dining Preference

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Dine In 39 39%
Take Away 61 61%
TOTAL 100 100%

As per data analysis, 39 respondents prefer to dine in the dominos Outlets

and the rest 61 prefer take away.

40
 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.

41
13) Analysis of Table 13:

Home Delivery

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Yes 100 100%

No 0 0%
TOTAL 100 100%

As per data analysis, 100 respondents have ordered for home delivery from
Dominos Pizza.

42
 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.

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14) Analysis of Table 14:

Delivery within 30 minutes

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Yes 96 96%
No 4 4%
TOTAL 100 100%

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.

44
 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.

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15) Analysis of Table 15:

Ambience

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Yes 52 52%
No 48 48%
TOTAL 100 100%

As per the data analysis, 52 respondents liked the ambience and 48 did not.

46
 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.

47
16) Analysis of Table 16:

Food Preference

PARTICULAR NO.OF RESPONDENTS PERCENTAGE

Veg 28 28%
Non- veg 72 72%
TOTAL 100 100%

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

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 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.

49
 CHAPTER- 4
FINDINGS OF THE STUDY

50
 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.

51
 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.

52
As per the data analysis, 80% respondents love outdoor eating and 20%
respondents like to dine at their homes.

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.

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.

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.

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.

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.

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%.

As per data analysis, the eating experience of 15% respondents was

excellent, 20% was very good, 50% good, and 15% poor.

53
As per data analysis, 70% respondents are very satisfied with the varieties in
menu, 15% are only satisfied, and 15% are not satisfied.

As per data analysis, 60% are aware of the charity schemes while 40% do
not know about the charity schemes of Dominos.

As per data analysis, 98% respondents said that the Dominos Outlets are
hygienic while 2% replied negatively.

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

As per data analysis, 100% respondents have ordered for home delivery
from Dominos Pizza.

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.

As per the data analysis, 52% respondents liked the ambience and 48% did
not.

As per data analysis, 28% respondents said they prefer vegetarian food and
72% prefer Non- vegetarian.

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 CHAPTER- 5
RECOMMENDATIONS &
CONCLUSIONS

55
 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.

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ANNEXURE

57
Questionnaire

Dear respondent,
I, Hrishikesh Borah student of Dayananda Sagar Junior
Business School, 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 Mc.Donalds

KFC

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

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 Yes No

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?

59
 Very Satisfied Satisfied Not
Satisfied

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
60
16.What kind of food do you prefer?

Veg Non Veg

61
 BIBLIOGRAPHY
Observation
Individual pre and post program feedback forms
through questionnaires.
Interviewing and mailing
Text book
Consumer behavior- Appahnahiah, Reddy &
Ramnath
Websites
www.google.com
www.dominos.co.in
www.wikipedia.in
www.answers.com

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