Consumer Preference Towards Service Industry: A Factorial Study of Restaurants USPIZZA HUT & DOMINOS

Submitted To : Chigar Rathod

Submited By : Anamika Kumari (1002) Manoj Malav (1009) Rinkal Dharodiya (1010)

Pizza Hut Company Profile

Pizza Hut is an American restaurant

chain

and

international

franchise

based in Addison, Texas, offering different styles of pizza along with side dishes including pasta,

breadsticks, desserts, and garlic bread. Pizza Hut is a subsidiary of YUM Brands, the world's largest restaurant

company, with approximately 34,000

restaurants, delivery-carry out units, and kiosks in 100 countries

DominosPizza Company Profile

Domino's Pizza, is an international

fast food pizza delivery corporation

headquartered just outside Ann Arbor, Michigan, United States. It was founded by Tom Monaghan. There are currently about 8,500 corporate and franchised stores in 55 countries, including all 50 US states. It was the

second-largest pizza chain behind

Pizza Hut in the United States when it went public in 2004 for just under $15 a share

Research Methodology
Need for the study
The international fast food chains in India have redefined ambience, marketing strategy, & menu, etc., the success of Pizza Hut & Dominos is because of their global & local mix of products & services. The international strategy of both the Pizza joints includes fun, quality, consistency, value, convenience, quick service in their rating proposition

Cont
Objective of the study :
To find out the comparative analysis between Pizza Hut & Dominos Pizza. To check out the preferences of the people or customers. To find out which factor are more preferred by the customers. To identify the factors affecting choice of consumers for the Pizza joints. To study the consumer perception about two popular Pizza joints in Gandhinagar region. To study the opinion about the services in these restaurants.

Cont..
Research Design : Descriptive Research Design Sample Design : Population: Population included consumers of pizza restaurants in
Gandhinagar region.

Sampling Element: Individual respondents were the sampling

element.

Sampling Technique: Non Probability Convinians sampling

technique was used to select the sample.

Sample Size: Sample Size was 100 respondents.

Cont
Data Collection Primary data: - Personal interview
e- mails. Observations Questionnaires Interview Internets. Book and Journals. Company reports. Research work of others.

Secondary data :

Which restaurant Customers would prefer to go on the basis Of Food Quality?

By analysing the response for
Customer's Preferences on the basis Of Food Quality.
100
Respondants

above question, it is concluded

that out of 86 respondents, 77

80 60 Series1 40 20 0 Series1

respondents would prefer Pizza

Hut & only 9 would prefer

Dominos. So it means that, Pizza Hut have taken edge over

Pizza Hut 77 Response

Domino's 9

Dominos on the basis of Food quality. It means food quality of Dominos Pizza is less as

compare to the same of pizza hut

Home delivery time affects your brand loyalty to which extent?

Home delivery time affects your brand loyalty to which extent?

50
Respondants

By analysing the response for above

question, it is concluded that out of 86

respondents, 2 wouldnt be affected

40 30 Series1 20 10 0 Series1 No matters 2 Matters 46 Response Sometimes 33 Can't say 5

by the Home delivery time, while 46 would be mostly affected by the Home delivery time. I.e. home

delivery time matters them a lot, and for other 33 respondents home

delivery time sometimes matters to

them. Remaining 5 cant say for the home delivery time of these pizza restaurants.

Which restaurant Customers would prefer to go on the basis Of Home delivery services?

Customer's Preferences on the basis Of Home Delivery Services

80
Respondants

By analysing the response for above

question, it is concluded that out of 86

respondents, 64 respondents would prefer Dominos & only 22 would prefer Pizza hut. So it means that,
Series1

60 40 20 0 Series1

Dominos have taken edge over Pizza Hut on the basis of Home delivery

Pizza Hut 22 Response

Domino's 64

Services. It means Home delivery

services of Dominos Pizza are better

as compare to the Same of pizza hut.

Conclusion
Pizza Hut gains a good market share than Dominos. Mostly consumers came to know about these Pizza joints by commercial advertisements & friends or family recommendations. Prices of Dominos Pizza are less as compare to the Prices of pizza hut. Food quality of Dominos Pizza is less as compare to the same of pizza hut. Waiting time in Outlet of Dominos Pizza is less as compare to the Waiting time in Outlet of pizza hut. Home delivery services of Dominos Pizza are better as compare to the same of pizza hut.

Pizza Hut is having better Ambience than Dominos.

Pizza Hut chain is having high visibility in market than dominos. Pizza Hut is having more Cooperative staff between these pizza joints.

Pizza Hut has taken edge over Dominos on the basis of Pizza variety.

Findings
Pizza Hut Advantage: Variety Ambience Services offered Quality Location Cooperative staff Beverages

Cont
Dominos Advantage Door Step services Prices Waiting time in outlet

Suggestions & Recommendations

For Pizza Hut: Improve the quality of services of the Door Steps. Reduce the Prices of Pizzas. Minimise the Waiting Time in Outlet.

For Dominos
Improve the quality of Pizzas Increase its Visibility Increase the Variety of Pizzas Maintain the good Ambience Introduce the more variety of Beverages as well Should adopt the strategy of fusion of Indian Cuisines with international Recipes of pizzas