MINOR PROJECT 2

“A STUDY OF CONSUMER SATISFACTION OF DOMINO’S PIZZA

IN DELHI NCR”

SUBMITTED IN THE PARTIAL FULLFILLMENT FOR

THE AWARD DEGREE OF

BACHELOR OF BUSSINESS ADMINISTRATION(BBA)

TO
GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY,DELHI

SUBMITTED TO: SUBMITTED BY:

MRS.SEEMA VANSHIIKA AGGARWAL
ASSISTANT PROFESSOR BBA 4th SEM
04296701721

SESSION 2021-2024
KAMAL INSTITUTE OF HIGHER EDUCATION AND ADVANCED
TECHNOLOGY
(AFFILIATED TO GURU GOBIND INDRAPRASTHA UNIVERSITY K1
EXTENSION,MOHAN GARDEN NEW DELHI -110059)
1
 CERTIFICATE

This is to certify this project report entitled “A STUDY OF

CONSUMER SATISFACTION OF DOMINO’S PIZZA IN DELHI NCR”
submitted in partial fulfilment of the degree of BBA to KIHEAT
(GGSIPU), Done by VANSHIKA AGGARWAL, work done under my
guidance during the academic year 2021-2024.

I also certify that she has fulfilled all the requirements under the
convent Govering the submission of dissertation to the GGSIPU
University for the award of BBA Degree.

This work has been done in partial fulfillment of the

requirement for the award of the degree of Bachelor of
Commerce from Kamal Institute of Higher Education and
Advance Technology, GGSIPU and has not been submitted
anywhere in any other university for the award of any degree.

MRS.SEEMA
ASSISTANT PROFESSOR
KIHEAT

2
 DECLARATION

This is to certify that I have completed the Research Project

Report titled on “A STUDY ON CUSTOMER SATISFACTION OF
DOMINO’S PIZZA IN DELHI NCR” under the guidance of
“MRS.SEEMA” in partial fulfilment of the requirement for the
award of degree of bachelor of Business Administrations
(Honours) at Kamal Institute of Higher Education and Advance
Technology, Delhi. This is an original piece of work and I have not
submitted it earlier elsewhere.

PLACE: CANDIDATE’S SIGNATURE

DATE: VANSHIKA AGGARWAL
04296701721

COUNTERSIGNED
MRS.SEEMA DR.ANUDEEP ARORA
ASSISTANTPROFESSOR DIRECTOR OF KIHEAT

3
 ACKNOWLEDGEMENT

I wish to express my sincere gratitude to all those with whom I

worked and whose thoughts and inspection contributed towards
the completion of this project.

This project would not have started and much less completed
without the encouragement and support of my faculty guide
MRS.SEEMA without whose valuable insights the project would
not have seen daylight.

Finally, I would also like to thank all my dear friends for their kind
cooperation, advice and encouragement during the long and
arduous task of preparing this report and carrying out the project.
At last but not the least, I would like to acknowledge my dear
family members whose blessings, inspiration and encouragement
have resulted in the successful completion of the project.

At last but not the least, I would like to acknowledge my dear

family members whose blessings, inspiration and encouragement
have resulted in the successful completion of the project.

VANSHIKA AGGARWAL MRS.SEEMA

04296701721 ASSISTANT PROFESSOR
4
S.NO TOPICS PAGES
1. Chapter-1 Introduction 6
1.1 Introduction about topic 7
1.2 Company profile 8-14
1.3 History 15-1
1.4 Domestic Expansion 16-21
2. Chapter-2 Literature Review 22
2.1 Literature Review 23-29
3. Chapter-3 Research Methodology 30
3.1 Meaning Of Research 31
3.2 Purpose of the study 32-33
3.3 Questionnaire design 34
3.3 Objectives of the study 35

4. Chapter-4 Data analysis and 36

interpretation
4.1 Data Analysis 37-44
5. Chapter-5 Finding and conclusion 45
5.1 Finding 46
5.2 Conclusion 47
5.3 Limitation of the study 48
5.4 Suggestion 49
6. Bibliography 50
5
7. Annexure 51-54
 CHAPTER-1

INTRODUCTION

6
 INTRODUCTION

This report is based on service offered by dominos pizza and

also to test the quality of service dimension of dominos
pizza. India is quick service restaurant market worth $13
billion is growing 25-30 percent on year on the back of
changing and busy life style, fast emerging middleclass
population and surging disposal income, the industry will
continue to grow at a pace in upcoming year. It now
accounts of half of all restaurant revenues in the developed
countries and continues there and to expand there and in
many other industries countries in the coming years ,but
some of the most rapid growth is occurring in the developing
world; where it's radically changing the way people eat.
Dominos pizza Ltd. has proceeds to become one of the
largest and fastest growing international food chains. The
first dominos pizza store in India was opened in1996 at New
Delhi, India, with 600 Domino's stores, is the third largest
market for the US pizza chain globally by number of outlets,
after the US (4,923) and the UK (720). Present in the country
for close to 17 years with the Domino's brand, Jubilant Food
Works launched its 600thDomino's store in New Delhi.

7
 COMPANY PROFILE

Dominos pizza is an international pizza corporation

headquarter in Michigan, United States, founded in 1960.
Dominos is the second largest pizza chain in the united
state and has nearly9000 corporate and franchised store in
60 international market and all 50 us state. Dominouz /
(simply known as Domino's) is an American restaurant
chain and international
lf ranchise pizza delivery corporation headquartered at the
Domino Farms Office Park (the campus being owned by
Domino's Pizza co-founder Tom Monaghan) in Ann Arbor
Charter Township, Michigan, United States, near Ann
Arbor, Michigan. Founded in 1960, Domino's is the second-
largest pizza chain in the United States (after Pizza Hut) and
the largest world wide, with more than 10,000 corporate
and franchised stores in 70 countries. Domino's Pizza was
sold to Bain Capital in 1998 and went public in
2004.Dominos Pizza is the second largest franchised pizza
chain in the U.S.A. Two brothers started it with borrowed
equity by changing the name to Dominos Pizza. By the late
seventies there were over 200 franchise pizza businesses in
the States and Dominos Pizza was ready to go
International.

8
It operates in Mexico, Colombia and Spain through Alsea
SAB de CV. Each Domino’s Pizza store buys all its dough,
most other ingredients and many other supplies directly
from the Company's Supply Chain Centres or, in some cases,
through approved suppliers. DOMINO’S pizzas are made to
order. The dough is topped with vine-ripened tomato sauce
and mozzarella then customized with various toppings from
around the world. The Company's products include
Handmade Pan Pizza, Oven Baked Sandwiches and Domino’s
American Legends, Parmesan Bread Bites, Stuffed Cheesy
Bread and Chocolate Lava Crunch Cakes. The Company has
220,000 franchisees around the world n chase in Brisbane,
on the East coast the locations for Dominos Pizza grew
quickly from here as they sprung up in all sorts of diverse
places including Bogotá. Despite Domino's Pizza springing up
diverse locations, they were still a very traditional company.
Domino's Pizza menu had been kept very simple and
streamlined; they only sold one type of pizza crust which
they named the regular pizza. Domino's Pizza dough was
shaped by tossing the dough and pulling it into shape. The
pizza menu included just two sizes of dough, it was not until
much later that competition forced them to add a medium
and extra large sized pizza.

9
In 1989 the history of Domino's Pizza was to change
when the Deep Pan pizza was introduced, the first time
in twenty five years the company was being forced to
react to market demand. This move consolidated the
financial base and ensured the growth of Domino's Pizza,
as the same year they opened their five thousandth
store The wind of change had started and by 1992 they
were to introduce the first non pizza item to their menu,
this was obviously a reluctant move as it was bread
sticks. Domino Pizza dough was already on hand and the
making of bread sticks is not so different. For many years
the company had advertised that if the delivery of their
pizzas took longer than thirty minutes then the pizza
would be delivered free. This was parodied by the
Teenage Mutant Ninja Turtles movie which specified the
"pizza dude has 30 seconds" to complete the delivery.
The turtle's pizza was late and they received a refund of
$3 for "being two minutes late, dude!“ However the
benefits to Domino Pizza were enormous as millions of
kids were to hear the name of Domino Pizza endorsed
on celluloid.

10
The company was incorporated on 26 March 1995 as
Domino's Pizza India Private Ltd and began operations in
1996. It changed its name to Jubilant Food Works Ltd in
2009. The company opened India's first Domino's Pizza
outlet in New Delhi in 1996.On 24 February 2011,
Jubilant Food Works signed a master franchise
agreement with American coffee house chain Dunkin’ Do
nutsto operate the brand in India. Jubilant Food Works
opened India's first Dunkin' Donuts outlet in Connaught
Place, New Delhi in April 2012. Jubilant Food Works was
named "Emerging Food Group of the Year" by The
Economic Times in 2012.On 19 March 2014, the 700th
Dominos Pizza outlet was opened at HUDA City Centre
metro station in Sector-29, Gurgaon, Haryana. The
company opened 47 new restaurants .Restaurants (as of
31st March, 2012) The Company is the market leader in
the organized pizza market with a 54% market share
(Euro monitor Report 2010) and 70% share in the pizza
homedelivery segment in India, The Company has
strengthened its portfolio by entering into an agreement
with Dunkin' Donuts Franchising LLC, for developing the
Dunkin' Donuts brand and operating restaurants in India.

11
"Exceptional people on a mission, to be the best pizza
delivery company in the world". 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 o four
consumers by delivering delicious pizzas to their doorstep
and our efforts are aimed at Fulfilling this commitment
towards a large and ever-growing guest bas

Vision & Mission @ DOMINO’S

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"

12
 PRODUCTS AND SERVICES

Dominos pizza is a pizza delivery service. They are not a fast

food joint (they deliver good, fresh food fast), they are not a
takeaway (on average only 30% pizza collected) and they are
not a restaurant (our stores don't have eat I facilities).

Dominos pizza is also quick to innovate when it comes to

making our customer experience more convenient and enjoy
full. They continue to introduce new and exciting technology
design with both customer and profit in minds.

13
 HOME DELIVERY

Over the period since 1996, Domino's Pizza India has

remained focused on delivering great tasting Pizzas and
sides, superior quality, exceptional guest care and value for
money offerings .They have end eavored 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 restaurants
around the country. Domino's believes that when a box of
pizza is opened, family and friends come together to share
the pizza. Hence, the brand positioning: 'Yeh Hai Rishton
Ka Time’ That's why, all our efforts, whether it is a new
innovative and delicious product, offering consumers value
for money deals, great service, countrywide presence or
the promise to deliver in 30 minutes or free are all directed
towards making relationships stronger, warmer and more
fun by giving consumers an opportunity to get together,
catch up, reunite and spend more time together.
Consumers can order their pizzas by calling the single
Happiness Hotline number 68886888 OR order online at
Pizza Online.

14
 COMPANY HISTORY

Domino's Pizza India Private Ltd. was incorporated on 16 March

1995, and began operations in 1996. The company opened
India's first Domino's Pizza outlet in New Delhi in 1996. The
company changed its name to Jubilant Food Works Ltd in 2009.

Domino's started out small, with just one store in Ypsilanti,

Michigan, in 1960. Fast forward more than 60 years, and
Domino's has grown to become one of the most recognized and
leading pizza brands in the world.

15
 DOMESTIC EXPANSION

The company was incorporated on 26 March 1995 as

Domino's Pizza India Private Ltd and began operations in
1996. It changed its name to Jubilant Food Works Ltd in
2009. The company opened India's first Domino's Pizza
outlet in New Delhi in 1996.On 24 February 2011, Jubilant
Food Works signed a master franchise agreement with
American coffeehouse chain Dunkin’ Do nutsto operate
the brand in India. Jubilant Food Works opened India's first
Dunkin' Donuts outlet in Connaught Place, New Delhi in
April 2012. Jubilant Food Works was named "Emerging
Food Group of the Year" by The Economic Times in
2012.On 19 March 2014, the 700h Dominos Pizza outlet
was opened at HUDA City Centre metro station in Sector-
29, Gurgaon, and Haryana. The company opened 47 new
restaurants .Restaurants (as of 31st March, 2012) The
Company is the market leader in the organized pizza
market with a 54% market share (Euro monitor Report
2010) and 70% share in the pizza homedelivery segment in
India, The Company has strengthened its portfolio by
entering into an agreement with Dunkin' Donuts
Franchising LLC, for developing the Dunkin' Donuts brand
and operating restaurants in India.

16
 SALES

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 David A. Brandon CEO.

CURRENT ERA

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
8,000total 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 8,238 stores worldwide, which totaled $1.4 billion in
gross income.

INNOVATIONS

In 2007, Domino's introduced its Veterans Delivering the

Dream franchising program and also rolled out its online and
mobile ordering sites.

17
In 2010, shortly after the company's 50th anniversary,
Domino's 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 taste issues. In September
2012, Domino's announced it was going to roll out a pan
pizza on September 24,2012. Following this move, the
Deep Dish pizza was discontinued after 23 years of being
on the Menu. In December 2013, Domino's Pizza, in
Israel, unveiled its first vegan pizza, which uses a soy-
based cheese substitute .After a stock low point in late
2009, the company's stock had grown 233 percent by late
2011.Even as the American economy has suffered and
unemployment has risen, Domino's has seen its sales rise
dramatically through its efforts to rebrand and retool its
pizza.

18
 ADVERTISING

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 catchphrase associated with the commercials
was "Avoid 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
March 31, 2009 and promised to reim burse store owners
for the pizzas Domino's sponsored CART's Doug Shier son
racing, which was driven by Arie Luyendy k and 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.”

19
 BEVERAGES

Domino's serves Coca-Cola products and is the only "Big

Four" pizza chain to do so. Rivals Papa John's Pizza and
Little Caesars sold Coca-Cola in the past, but both switched
to Pepsi, in 2012 and 2007, respectively. Pizza Hut, due to
its previous ownership by PepsiCo, has a lifetime contract
to sell Pepsi products. Domino's Pizza in Mexico switched
to Pepsi in November 2012 and Domino's Pizza in Pakistan
is with Pepsi as well.

20
 30-MINUTES GURANTEE

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 1980s. In
1992, the company settled a lawsuit brought by the
family of an Indiana woman who had been killed by a
Domino's delivery driver, paying the family $2.8million. In
another 1993 lawsuit, 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 awarded
nearly $80million, but accepted a pay out of $15 million.
The guarantee was dropped that same year because of
the "public perception of reckless driving and
irresponsibility", according to then-CEO Tom Monaghan.
In December 2007, Domino's introduced a new slogan,
"You Got 30 Minutes", alluding to the earlier pledge but
stopping short of promising delivery in half an hour.

21
CHAPTER-2

LITERATURE
REVIEW

22
 LITERATURE REVIEW

This project provides the knowledge of customer

satisfaction on dominos pizza and its demand in the
market. It also reads in a little comparative study
between the two competitors: Dominos& Pizza hut. This
project is based on feedback taken from the real
customers of Domino’s. In 1960, Tom Monaghan and his
brother, James, purchased Domi Nick's, a small pizza
store 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 didn't want to quit his job as a full-time
mailman 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 sto share the same branding, but the original owner
forbade him from using the Domi Nick's name. One day
an employee returned from a pizza delivery and
suggested the name Domino's.

23
● ACCORDING TO ZAIRI (2000)

The feeling of pleasure and expectation fulfillment is known

as Satisfaction. If the product can not satisfy customer
feelings they will be dissatisfied, and if product satisfies them
after the use customer will be satisfied and become loyal to
that product or brand. In other words customer satisfaction is
about those goods or services which fulfill the customer
expectation in terms of quality and service for which he has
paid. If Customer satisfaction develops they will become loyal
to that product or brand and their loyalty will be good for the
company in sense as a Profit. Customer satisfaction is the part
of marketing and play important role in the market. In any
organization satisfaction of customer is more important,
because if your customer is satisfied with your services or
products, your position will be good in the market.

● ACCORDING TO CHURCHILL (1982)

Customer satisfaction has overall reaction of expectation of

consumption with a product or service on the base of
perception, evaluation and psychological reaction. According
to Kottler (2000) Satisfaction is the sum of attributes of
product or service.

24
● ACCORDING TO OLIVER (1981)

Describes in his study that customer satisfaction is the part

of marketing and play important role in the market. In any
organization satisfaction of customer is more important,
because if your customer is satisfied with your services or
products, your position will be good in the market. In old
times customer satisfaction was not too much important and
people were not focused on quality. But now a day’s
competition is taught and customer is aware of all the
products and companies due to education and learning
environment and this is the reason that every business is
concern to fulfill properly customers need and wants.
Concerning all types of business organization customer
satisfaction is the most important issue, and considered as
most reliable feedback, for the excellence of any business
organization (T. W., 2001).

● ACCORDING TO VELOUTSOU (2005)

Describes in his study regarding customer satisfaction

tangible products and services, there is a distinction. This
distinction between 14 tangible and intangible goods
becomes coz different factors of customer satisfaction, and
that is why they should be treated separate and distinct.

25
● ACOORDING TO KURNIAWAN (2010)

Customer satisfaction can change over the period of time; it is

a dynamic process. The individual perception about the
products or services performance Leeds to customer
satisfaction. In the present day’s retail business, ensuring
customer satisfaction in delivering the right product and
service to the end-users is the major concern for the future
growth of the organization. In the present study an attempt is
made to find out the customer satisfaction during purchase in
retail outlets based on customer survey.

● ACCORDING TO DAS PRASUN, 2009

Literature on customer satisfaction is voluminous and spans

several areas such as marketing, management and accounting.
For example, numerous papers use the ACSI (American
Customer Satisfaction Index) to study customer satisfaction at
the company, industry and macroeconomic levels. This paper
focuses only on customer satisfaction studies that are related
to retailing and does not survey the literature that studies the
design of satisfaction survey instruments, as there is no
control over survey design. The basic tenet of this research
stream is that higher service quality improves customer
satisfaction, resulting in better financial performance,
although the mechanisms by which this improvement happens
vary.

26
● ACCORDING TO IAEBEUCI ET AL. (1994, 1995)

provide precise definitions of service quality versus

customer satisfaction. They contend that service quality
should not be confused with customer satisfaction, but that
satisfaction is a positive outcome of providing good service.

● ITTNER AND LARCKER (1998)

provide empirical evidence at the customer, business-unit

and firm- level that various measures of financial
performance (including revenue, revenue change, margins,
return on sales, market value of equity and current earnings)
are positively associated with customer satisfaction.
However, in the retail industry they find a negative
relationship between satisfaction and profitability which may
be because benefits from increased satisfaction can be
exceeded by the incremental cost in retail.

27
 FRANCHISES

Domino's Pizza currently has locations in 73 countries. It has

its stores in 5,700 cities worldwide(2,900 international and
2,800 in the US). Domino's has 10,988 stores as of the first
quarter of2014, with 774 in the UK, 4,986 in the US, and 715
in India. In most cases, Domino's has master franchise
agreements with one company per country, but three
companies have acquired multiple master franchise
agreements, covering a number of countries:

●The rights to own, operate, and franchise branches of the

chain in Australia, New Zealand, France, Belgium, the
Netherlands, and Monaco are currently owned by Australian
Domino's Pizza Enterprises, having bought the master
franchises from the parent company in 1993 (Australian and
New Zealand franchises) and 2006 (European franchises).

● The master franchises for the UK and Ireland were

purchased in 1993 by the British publicly listed Domino's Pizza
Group, which acquired the master franchise for Germany
in2011 and Switzerland, Liechtenstein, and Luxembourg in
August 2012 by buying the Swiss master franchise holder,
with an option to acquire the Austrian master franchise as
well.

28
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. In 2015, Domino's
Pizza changed their name to simply Domino's to emphasize
their variety of non-pizza products.

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 beblue on
the side with two dots and red on the side with one dot.

29
 CHAPTER -3

RESEARCH
METHODOLOGY

30
 RESEARCH METHODOLOGY

The process used to collect information and data for the

purpose of making business decisions. The methodology may
include publication research, interviews, surveys and other
research techniques, and could include both present and
historical information .Research methodology is the way to
systematically solve the research problem. Research in
common refers to a search of knowledge. In fact, research is
an art of scientific investigation. According to the advanced
learning dictionary, "research is a careful investigation of
inquiry especially for finding '"In it we study the various steps
that are generally adopted by the researcher in study of his
research problem along with logic behind them. It is
necessary for the researcher to know there search methods
and techniques. So, research methodologies adopted by the
researchers in this project are as follow vs: The entire study
has been made based on the questionnaire that was
collected from customers of Domino's" and also from the
store manager, i.e. primary data.

31
 PUROSE OF THE STUDY

To study about the whole marketing area of dominos pizza

Moreover, to take feedback of the customers through
which dominos strength and weakness will be find out.
Customer satisfaction will help me understand the
changing mind set of people. In Raipur, there are only 2
pizza giants: pizza hut and dominos. A competitive study
lets me know the ways and means to increase the business
and capture the untapped market by dominos, which I can
also implement in My future business.

32
SOURCES OF DATA:

● For assessing the behavior pattern of the customers

towards dominos pizza, Research methodology is the way
to systematically solve the research problem. To solve the
research problem, the following two sources of data have
been chosen for the study : I have collected the data from
both the sources i.e. primary sources and secondary source.

PRIMARY SOURCES

A. ● For this research, I have prepared a questionnaire for

collecting the data. The questionnaire was designed to get
information from consumers about their satisfaction and
overall opinion about dominos pizza. I distributed the
questionnaire to the customers. On the basis of their
feedback ,I have done the analysis for my report; the items
included in the questionnaire are what customers want.
B. ● Data sought from few customers though interaction at
the outlet and also with the managers at few outlets.

SECONDARY SOURCES

By collecting information through other sources such as

● Google
● Wikepedia

33
 QUESTIONNAIRE DESIGN:

Questionnaire design is a most common instrument.

A researcher should avoid bias and develop a device, which
will facilitate effective communication. The questionnaire
considers all the se factors can secure relevant facts or
opinion from informed and interested responded.
I designed a questionnaire contained like this and conducted
the sample survey. The questionnaire contains twenty-two
questions helped me in collecting the relevant data for my
project while preparing the questions .
I almost gave attention to the number of questions, types,
wording and sequence of question The questionnaire
contains close-ended question and proper care was taken to
minimize ambiguity. In order to get the information through
the questionnaire, I adopted personal interview also and it
helped both the purpose of getting the information ,which
was mentioned, in the questionnaire and some vital
additional information, which employees expressed while
talking me.

34
 OBJECTIVES OF THE STUDY

The general objectives of the customer are to understand

overall quality of the dominos pizza with reference to the
customer satisfaction. However, to achieve the same the
specific objectives put for an intensive study are as follows:
● To find out the customer gap, i.e., what customers
expect from company on various parameters and what
they actually perceive.
● To understand important factors of satisfaction. The
Comparison of expenditure done by the consumers on
eating out and on Dominos pizza.
● To know the various factors or services where dominos
pizza is supposed to work hard in order to improve the
overall experience of the customers.
● To know the customer perceptions and preference about
dominos product.
● To identify different activities that an aggressive
company likes dominos follows in order to establish itself in
a local market and increase sales by being in customers'
minds and heart.
Thus, the general objective of this study is to understand
the overall quality of Domino's Pizza with reference to the
customer satisfaction.

35
 CHAPTER -4

DATA ANALYSIS
AND
INTERPRETATION

36
DATA ANALYSIS AND INTERPRETATION

Q1. DO YOU LOVE OUTDOOR EATING?

YES ( )
NO ( )

respondents

30%
yes
no
70%

INTERPRETATIONS:
70% PEOPLES LOVE OUTDOOR EATING.
30% PEOPLES DON’T LOVE OUTDOOR EATING.

37
 Q2. HOW FREQUENTLY DO YOU VISIT
DOMINO’S?
A. EVERYDAY
B.WEEKLY
C.MONTHLY
D.MORE THAN 1 TIME IN WEEK

respondents
everyday

weekly

monthly

more than 1
time in week

INTERPRETATIONS:
50% OF PEOPLE VISIT MORE THAN 1 WEEK IN A WEEK
30% OF PEOPLE VISIT IN A MONTH
20% OF PEOPLE VISITS IN A WEEK
1% OF PEOPLE VISIT EVERYDAY OR NO ONE VISIT

38
 Q3. HAVE YOU EVER CALLED FOR HOME
DELIVERY?
A. YES( )
B. NO ( )

respondents

40%
yes
60%
no

INTERPRETATIONS:
60% PEOPLES SAID NOT BECAUSE THEY LIKELY
OUTDOOR EATING AND IN 60% SAME PEOPLES SAID
HOME DELIVERY INCONVENIENT FOR THEM.
40% PEAOPLE SAID THEY WOULD LIKE TO CALL
HOME DELIVERY AND THEY CALLED EVER.

39
 Q4.DOES DOMINO’S MAINTAIN CONSTANTLY IN
ITS PRICE AND QUALITY?
A. YES ( )
B. NO ( )

respondents

50% 50%
yes
no

INTERPRETATIONS:
IT IS CONCLUDE THAT 50% PEOPLES SAID THAT YES.
AND 40% PEOPLE SAID NO.

40
 Q5.HOW WOULD YOU RATE THE SERVICES OF
DOMINO’S?
A.GOOD B. BETTER C.WORST D.BEST

respondents

good
better
worst
best

INTERPRETATIONS:
57% RESPONDENT SAYS GOOD, 16% RESPONDENT SAYS
BETTER, 10% SAYS BEST AND 17% PEOPLES WORST.

41
Q6. ARE THERE ENOUGH OUT LET OF DOMINO’S AT
YOUR VICTINITY?
A.YES ( )
B. NO ( )

respondents

33%
yes
67% no

INTERPRETATIONS:
67% RESPONDENT SAYS YES AND 33% RESPONDENT
SAYS NO.

42
 Q7. DOES ADVERTISEMENT OF DOMINO’S
INFLUENCE YOU?
A.YES ( )
B.NO ( )

respondents
20%

yes
80% no

INTERPRETATIONS:
ONLY 20% PEOPLES SAYS THEY INFLUENCE BY
ADVERTISEMENT AND 80% NOT INFLUENCED.

43
Q8. ARE YOU AWARE OF THE CSR SERVICES OF
DOMINO’S?
A.YES ( )
B.NO ( )

respondents

15%
yes
no
85%

INTERPRETATIONS:
ONLY 15% RESPONDENTS ARE ABOUT THE CSR
SECRECIES OF DOMINO’S & 85% RESPONDENTS
NOT AWARE ABOUT THIS SERVICE

44
 CHAPTER-5

FINDINGS AND
CONCLUSION

45
 FINDINGS

We have to face certain difficulties while carrying out the

research work.
I know the limitations before hands which are controllable.
On the basis of data analysis and interpretations,
I have reached the findings of study which as follows:
● 53 are female respondent and 37 are male respondent.

● The results sat that female are leading the sample and
male showed less interest in participating in study.

● The age group between 20-30 persons visited pizza

outlets more compared to the people of other age group.
● More of the students visited dominos only for fun and for
time pass.

● It's found that 99% of the respondents are aware of

dominos pizza.

● Most of the respondents are not like the quality of the

pizza. They are not completely satisfied with the dominos
pizza.

● The customers are not really and fully satisfied by the

products and services given by the management of the
dominos pizza.

46
 CONCLUSION

As there is more than one provider of the same product in the

market, generally people get confused among various
varieties of products that are available in the outlets. Also, as
the price variation is very negligent, there is every possibility
for the customers to choose the best in quality and not in
price. This project provides with the ways in which Domino's
can go ahead its competitor and help in more customer
satisfaction.
Dominos is known for its best services. We can summarize
that Domino's being one of the Pizza Giants can continue to
be the best by maintaining its quality in consistency of taste,
ambience and all that can capture the untapped market by
implementing TQM, which is one of the best ways to gain
customer satisfaction.
From the above study, it was observed that most of the
customers preferring Domino's pizza are females of the age
between 20-30 years and people also come for passing their
time. Based on these observations, we can also conclude that
domino's can capture the unoccupied market and take an
opportunity to take the advantage of introducing products of
such sort that captures the rest of the market.

47
 LIMITATIONS OF THE STUDY

The sample size is only 40-50 may not be truly representative

of the Raipur population.
Few points;
✓ The result is concerned to particular geographic region.

✓ The response can be biased.

✓ The respondents could not spare much of their valuable

time.

✓ The survey was confined to a small local area by which real

status can’t be truly judged.

✓ In many cases unresponsiveness by the respondents was

there which was a limitation in successful completion of the
project.

✓ The sample size of 70 cannot necessarily present the actual

status of whole population.

✓ As the questionnaire provided the options so in some cases

real response by the customers can’t be judged.

48
 SUGGESTIONS

The suggestions to dominos are as follows:

The key to successful business is a steady customer base.
After all, successful business typically sees 80% of their
business come from 20% of their customers too many
business neglect this loyal customer base in pursuit of new
customers. Your effects towards building customers loyalty
will certainly payoff.

As per the review of customer survey:

● As the world is based on survival of the fittest, so the

dominos has to be competitive in market for its own
establishment.
● It should reduce its service charges.
● It has to expand its delivery area.
● Maintain consistency in taste and quality of products.
● Include more items in its product line like in burger.
● The dominos should give more discount coupons. Include
more promotional and advertising measures to increase its
sales or to market share.
● The soft drinks provided in dominos are more of ice and
less of cold drink.
● One thing more dominos should start is giving customized
waiter service instead of self service.

49
 BIBLIOGRAPHY

BOOKS:
●P.SARAVANAEL,“RESEARCHMETHODOLOGY
PUBLICATIONKETANMAHAL,ALLAHAD,2005.

●C.R.KOTHARI,”RESEARCHMETHODOLOGY”,
NEWAGEINTERNATIONALPUBLISHERS,2004.

DATAWEBISTES:
●www.referenceforbusiness.com
●www.wikipedia.com
●www.ukessays.com

MAGAZINES:
●http://www.yum.com/wps/portal/yumbrands/Yumbrands/co
mpany/our-brands/pizza-hut

●https://iide.co/case-studies/dominos
-marketing-strategy/

●http://www.talkingtrendo.com/dominos-vs-pizza-hut-pricing/

●http://www.independent.co.uk/topic/pizza-hut

50
 ANNEXURE

NAME:________________________

Tick the appropriate answer:

●Gender
A) Male B) female

●Age group
(A)10-20 (B) 20-30 (C) 30-40 (D) 40-50

●From Which area you belong?

________________________________

●Do you like the product of dominos?

A) Yes (B) No

51
●Do you love outdoor eating?
(A)Yes (B) No

●How frequently do you visit dominos?

(A) Every day (B) Weekly (C) Monthly

● If yes, have the delivered their product within half an

hour?
(A) Yes (B) NO

● Have you ever called for home delivery?

(A ) Yes (B) NO

●Does domino's maintain constantly in its test and quality?’

(A) Yes (B) NO

●Are you satisfied with the price charged by dominos?

(A) Yes (B) NO

52
● How would you rate the product of dominos product?
(A) Good (B) Better (C) Best (D) Worst

● Are there enough out lets of dominos at your vicinity?

(A) Yes (B) NO

● Do advertisements of dominos influence you?

(A) Yes (B) NO

● Are you aware of the CSR services of dominos?

(A) Yes (B) NO

Please give your opinions:

●About the quality of dominos product and services?

_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________
_________________________________________________

53
● What recommendations do you wish to suggest to dominos
for increase their sales?
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________
____________________________________________________

54