CONTENTS

Preface................................................................................................
Acknowledgement.............................................................................
Certificate...........................................................................................
Declaration.........................................................................................
1.
Introduction.............................................................................
2.
History......................................................................................
3.
Objective,
scope
and
need
of
the
study....................................................................
4.
5.
6.
7.
8.
9.

10.

Research methodology...........................................................
Customer satisfaction and product profile.............................
Controversies.........................................................................
SWOT analysis.........................................................................
Data analysis and interpretation............................................
Limitations...............................................................................

Findings..................................................................................
11.
Recommendations
conclusions..............................................................................
12.
Appendix..................................................................................
(a)
Questionnaire
(b)
Bibliography

and

1. Introduction

Type

Public

Traded as

NYSE: DPZ

Industry

Restaurants

Founded

Ypsilanti, Michigan on June 10, 1960

Headquarters

Domino Farms Office Park

Ann Arbo r Charter Township, Michigan, United States

Area served

Worldwide

Key people

Tom Monaghan, Founder J. Patrick Doyle, CEO

Tagline

Get the Door. It's Domino's! ; Khushiyon ki home delivery; Hungry

Kya? ; Yeh hai rishton ka time ; OH YES WE DID

USP
Target group

Home delivery in 30 minutes else free

Children and youth from upper and middle class

Positioning

Best pizza home delivering service

Products

Italian-American cuisine, Pizza, pasta, chicken wings, submarine

sandwiches, wraps, desserts

Revenue
Employees

$1.802 billion USD(2013)

220,000 (Dec 2013)

Dominos Pizza, Inc. (Dominos) is a pizza delivery company in the United States. As of
January 1, 2012, it operated through a network of 9,742 Company-owned and franchise
stores, located in all 50 states and in more than 70 international markets. In addition, it
operates 16 regional dough manufacturing and supply chain centers, one equipment and
supply facility, one thin crust manufacturing center and one vegetable processing center in
the contiguous United States, and six dough manufacturing and supply chain centers
outside the contiguous United States. The Company operates its business in three
segments: domestic stores, domestic supply chain and international. As of January 1, 2012,
the domestic stores segment was consisted of 4,513 franchise stores and 394 Companyowned stores. Its domestic supply chain segment, which manufactures its dough and thin
crust products, processes vegetables and distributes food, equipment and supplies to all of
its Company-owned stores and over 99% of its domestic franchise stores. As of January 1,
2012, its international segment was consisted of 4,835 franchise stores outside the
contiguous United States. It also manufactures dough and distributes food and supplies in
a limited number of these markets.
Dominos Pizza currently operates in more than 60 countries across the globe. In India,
Ajay kaul is the CEO of Dominos.
The Companys menu has three choices for pizza products: pizza type, pizza size and pizza
toppings. Its stores carry two or three sizes of Traditional Hand-Tossed, Pan, Brooklyn
Style and Crunchy Thin Crust pizza. Its typical store also offers Dominos Artisan pizzas,
Dominos American Legends pizzas, Dominos Oven Baked Sandwiches, Dominos Bread
Bowl Pasta, boneless chicken and wings, bread sticks, Cinna Stix, Chocolate Lava Crunch

Cakes, new Stuffed Cheesy Bread and Coca-Cola soft drink products. It also offers other
products on a promotional or a regional basis, such as salads.
The Companys computerized management information systems are designed to improve
operating efficiencies, provide corporate management with access to financial and
marketing data. Dominos PULSE features include touch screen ordering, which ensures
accuracy and facilitates order taking; a delivery driver routing system; administrative and
reporting capabilities, which enable store managers to focus on store operations and
customer satisfaction, and online ordering capability, including Pizza Tracker and Pizza
Builder.

(a)Vision, mission and values

Vision

Number 1 in Pizza
Number 1 in People

Mission

Sell more Pizza, have more fun!

Values

Treat people as you'd like to be treated.

Produce the best for less.
Measure, manage and share what's important.
Think big and grow.
Incentivise what you want to change.
Set the bar high, train, never stop learning.
Promote from within.
We are not ordinary, we are exceptional.

2.HISTORY
Early years:
In 1960, Tom Monaghan and his brother, James, purchased DomiNick's, a small pizza
store in Ypsilanti, Michigan, near Eastern Michigan University.[7] The deal was secured by
a $500 down payment, and the brothers borrowed $900 to pay for the store.[8] 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.[8] By 1965, Tom Monaghan had purchased two additional pizzerias; he now
had a total of three locations in the same county. Monaghan wanted the stores to share the
same branding, but the original owner forbade him from using the DomiNick's name. One
day an employee returned from a pizza delivery and suggested the name Domino's.
Monaghan immediately loved the idea and officially renamed the business Domino's Pizza,
Inc. in 1965.
The company logo originally had three dots, representing the three stores in 1965.[8]
Monaghan planned to add a new dot with the addition of every new store, but this idea
quickly faded, as Domino's experienced rapid growth.[8] Domino's Pizza opened its first
franchise location in 1967[9] and by 1978 the company expanded to 200 stores.[10] In
1975, Domino's faced a lawsuit by Amstar Corporation, the maker of Domino Sugar,
alleging trademark infringement and unfair competition. On May 2, 1980, the Fifth Circuit
Court of Appeals in New Orleans found in favor of Domino's Pizza.
International expansion:

On May 12, 1983, Domino's opened its first international store, in Winnipeg, Manitoba,
Canada.[12] That same year, Domino's opened its 1,000th store overall. In 1985, they
opened their first store in the United Kingdom in Luton.[13] Also in 1985, Domino's
opened their first store in Tokyo, Japan. By 1995, Domino's had expanded to 1,000
international locations. In 1997, Domino's opened its 1,500th international location,
opening seven stores in one day across five continents.[14] From 2007 to 2012, Domino's
gradually established a presence in India with at least 1,000 locations by 2012.[15] By 2014
the company had grown to 6,000 international locations and was planning to expand to
the pizza's birthplace, Italy. CEO Patrick Doyle in May 2014 said the company would
concentrate on its delivery model there.
Sale of company:
In 1998, after 38 years of ownership, Domino's Pizza 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.[17] A year later, the
company named David A. Brandon CEO.

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".[19] Industry trade
publication Pizza Today magazine named Domino's Pizza "Chain of the Year" in 2003,
2010, and 2011.[20][21][22] 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 8,000 total stores for the system.[23] 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.[24] 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.[10] In 2008, 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.[26] The first Domino's with a dining room opened
in 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 US phone ordering service 1-800DOMINOS 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-criticizing ad campaign in
which consumers were filmed criticizing the then-current pizza's quality and chefs were
shown developing a new pizza.[28][29] The new pizza was unveiled that same month. The
following year, 2010 and Domino's 50th anniversary, the company hired J. Patrick Doyle
as its new CEO and 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.
In 2012, Domino's Pizza removed the word "Pizza" from their logo, to emphasize their nonpizza 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 be blue on the side with two dots and red on the side with one dot.

3.OBJECTIVE , SCOPE AND NEED OF THE STUDY

This topic is about analyzing the satisfaction of the consumers towards the services
provided by Dominos Pizza India Ltd. It has come through to give a clear cut idea to the
market strategy, the ways of how the marketing pattern of Dominos Pizza India Ltd is. Its
main aim is to find out the marketing strategy and pattern of Dominos Pizza India Ltd. in
Bhopal and also how it properly acts to attract customers to its enterprise

Objective of the study:

Our main objective of this project is to Consumer satisfaction in Dominos pizza
India limited. Following are the some of the main objectives of our report:
To do the consumer value analysis which includes identifying the major attributes
that consumers value in a fast food chain restaurant ,assessing the quality of the
different attributes..
To shed light on different aspects that a service based food chain must follow in
order to increase its market share and for being on a continuous growth stream.
To identify different activities that an aggressive company like Dominos follow in
order to establish itself in a local market and increasing sales by being in consumers
mind and heart.
To know consumers perception and preference about Dominos products.

Scope of the study:

The study is exclusively conducted for the consumers of Dominos Pizza which are
dispersed in different areas of the Bhopal city. As both organizational and personal
consumers use the product, their needs, preference, usage habit, post purchases
actions vary- Widely which in turn gave the study a wide and large scope for
analysis. The time frame of this study lasted for about a months

Need/purpose of the study:

The study helps Dominos Pizza India Ltd. to appreciate the factors leading to consumer
satisfaction. The study helps to understand consumers attitude towards Dominos. The
study also helps Dominos Pizza to obtain suggestions regarding improvement in the
services provided.

4. RESEARCH METHODOLOGY
(a)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

(b)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

SECONDARY DATA: It is not possible to collect first hand information for each &
everything so secondary data from various sources like t.v, internet ,reports etc.

(c)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

(i)Sampling techniques:
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: In the non-random sampling the chance of any particular unit
in the population being selected is unknown. The judgments sampling method under nonrandom sampling method was adopted for the study with a
sample size of 50
respondents. 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.
(ii)Area of samplingIn this study primary data plays a vital role. The process of choosing the correct number of
respondents is nothing but sampling procedure.
Sampling area: Bhopal city
(iii)Sampling Size50 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.
(iv) Sample MethodRandom Sampling

(d)Research field:
The study has been analyzed from the different regions of the Bhopal city. The main
regions surveyed are as follow:

Lalghati
New market
M.P nagar
Kolar

5.CONSUMER SATISFACTION AND PRODUCT PROFILE

CONSUMER SATISFACTION
Consumer satisfaction, a term frequently used in marketing, is a measure of how products
and services supplied by a company meet or surpass customer expectation.
It is seen as a key performance indicator within business and is part of thefour of a
Balanced Scorecard. In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy. Within organizations, customer satisfaction
ratings can have powerful effects. They focus employees on the importance of fulfilling
customers expectations. Furthermore, when these ratings dip, they warn of problems that
can affect sales and profitability. These metrics quantify an important dynamic. When a
brand has loyal customers, it gains positive word-of-mouth marketing, which is both free
and highly effective. Therefore, it is essential for businesses to effectively manage customer
satisfaction. To be able do this, firms need reliable and reprehensive measures of
satisfaction. In researching satisfaction, firms generally ask customers whether their
product or service has met or exceeded expectations. Thus, expectations area key factor
behind satisfaction. When customers have high expectations and the reality falls short,
they will be disappointed and will likely rate their experience as less than satisfying. For
this reason, a luxury resort, for example, might receive a lower satisfaction rating than a
budget motel even though its facilities and service would be deemed superior in absolute
terms.
The Market Scenario

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.
According to an A C Neilson study of 28markets across the US, Europe and the Asia
-Pacific, carried out through the internet in interviews with more than 14000 consumers,
Asians are the worlds greatest fast food fans. Percentage of adult population eating at
takeaway restaurants at least on ceevery week:
Hong Kong 61 %
Malaysia

59 %

Philippines 54 %
Singapore

50 %

Thailand

44 %

China

41 %

India

37 %

Europe

11 %

Among the international fast food chains and local operators, Dominos emerges as the
most popular of all takeaway options with 54% of Americans, 75% of Europeans and 64%
of Asians. Dominos is most visited in Australia (84%) KFC is most visited in China (42%),
Pizza hut is most visited in India (22%) A typical fast food meal in the India & other
Multinational companies consists of fries and a burger (or other main item).

The concept of ready-cooked food for sale is closely connected with urban development. In
Ancient Rome cities had street stands that sold bread and wine. A fixture of East Asian
cities is the noodle shop. Flat bread and falafelare today ubiquitous in the Middle East.
Popular Indian fast food dishes include vadapav, panipuri and dahi vada. Some trace the
modern history of fast food in America to July 7, 1912 with theopening of a fast food
restaurant called the Automat in New York. The Automat was a cafeteria with its prepared
foods behind small glass windows and coin-operated slots. Joseph Horn and Frank Hard
art had already opened the first Horn & Hard art Automat in Philadelphia in 1902, but
their Automat at Broadway and 13th Street, in New York City, created a sensation.
Numerous Automat restaurants were built around the country todeal with the demand.
Automats remained extremely popular throughout the1920s and 1930s. The company also
popularized the notion of take out food, with their slogan Less work for Mother .The
American company White Castle is generally credited with opening the second fast-food
outletin Wichita, Kansas in 1921, selling hamburgers for five cents from its inception and
spawned numerous competitors. It is arguable because most historians and Secondary
School textbooks state that A&W was the first fast food restaurant, which opened in
1919.Afterdiscovering that most of their profits came from hamburgers, the brothers closed
their restaurant for three months and reopened it in 1948 as a walk -up stand offering a
simple menu of hamburgers, French fries, shakes, coffee ,and Coca-Cola, served in
disposable paper wrapping. As a result, they were able to produce hamburgers and fries
constantly, without waiting for customer orders, and could serve them immediately;
hamburgers cost 15cents, about half the price at a typical dinner. Their streamlined
production method, which they named the Speedee Service System, was influenced
by the production line innovations of Henry Ford. In the cities of Roman antiquity, much

of the urban population living in insulate, multi-storey apartment blocks, depended on

food vendors for muchof their meals. On New Year's Day 2008 a study was conducted
worldwide counting the number of fast food restaurants per person. The UK has claimed
this title with Australia second and the United States third. England alone accounted for
25% of all fast food
PROBLEMS IN THE ORGANISATION
Trans fats caused problems for Dominos. Trans fats are formed when liquid vegetable oils
go through a chemical process called hydrogenation. Common in a range of food products
biscuits, chips, doughnuts, crackers the hydrogenated vegetable fat is used by food
processors because it is solid at room temperature and has a longer shelf life. In September
2002, Dominos issued a statement announcing a significant reduction of trans fats in its
fried menu items French fries, chicken Mc Nuggets, Filet-O-Fish, Hash Browns and crispy
chicken sandwiches with the introduction of improved cooking oil in all of its 13,000
restaurants. The change was supposed to be completed by February 2003. However,
dominos encountered operational issues and the oil was not changed. An anti-trans fat
group claims that dominos deliberately allowed the public to be misled. Legal action has
forced Dominos to give effective notice to the public that the oil was not changed. In
Europe and the US, food makers are under growing pressure from consumer groups to cut
the trans fat content in food products.
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 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 reimburse store owners for the pizzas.[57]
Domino's

sponsored CART's Doug

Shierson

Racing,

which

was

driven

by Arie

Luyendyk and won the 1990 Indianapolis 500. In 2003, Domino's teamed up with
NASCAR

for

multi-year

NASCAR."[58] Domino's

also

partnership

to

sponsoredMichael

become
Waltrip

the

"Official

Racing and

Pizza

of

driver David

Reutimann during the 2007 season in the NASCAR Sprint Cup Series.
30-minute guarantee
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 $2.8 million. 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 $80 million, but accepted a payout of $15 million.[59] The guarantee

was dropped that same year because of the "public perception of reckless driving and
irresponsibility", according to then-CEO Tom Monaghan.[59]
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 a half hour.[60]
The company continues to offer the 30 minute guarantee for orders placed in its stores
situated in Colombia, India, Vietnam, and Turkey.
In Malaysia and Singapore, a refund is instead substituted with a "Free Regular Pizza
Voucher".[61][62]
In India, the guarantee is for 300 ($5) and is valid for an order of less than 4 pizzas.
International

operations

countries

with

domino's pizza:

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 of 2014, with 774 in the UK, 4,986 in the US, and 715 in India.[63][64][65] 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, andMonaco 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 in 2011 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.[66][67][68]

The master franchises for India, Nepal, Sri Lanka, and Bangladesh are currently
owned by the Indian company Jubilant FoodWorks.

India has become the largest international market for Domino's outside its home
market. Indian pizza flavors like paneer pizza, chicken tikka masala pizza, and
kheema do pyaza pizza are selling internationally.[63]

In 2013, Domino's UK and Ireland published a video showing a proof-of-concept

"DomiCopter", a drone capable of delivering a pizza.[69]

The rights to own, operate, and franchise branches of the chain in Paraguay is
currently owned by Grupo Vierci,[70] opening the first restaurant in 2014.

Relation of McKinsey 7S model with Dominos:

Let's look at each of the elements specifically in relation with Dominos

Strategy: The plan devised to maintain and build competitive advantage over the
competition. Dominos successfully has been able to maintain the over the years.
They have used the effective strategies to maintain the consistency in the market for

their survival.
Structure: The way the organization is structured and who reports to whom.
Dominos has been able to maintain the structure and the disciplinary approach.
The all things are in accordance and the customer is given a special attention

and satisfaction.
Systems: The daily activities and procedures that staff members engage in to get the
job done.
Shared Values: Called "super ordinate goals" when the model was first developed,
these are the core values of the company that are evidenced in the corporate culture

and the general work ethic.

Style: The style of leadership adopted.
Staff: The employees and their general capabilities.
Skills: The actual skills and competencies of the employees working for the
company.

PRODUCT PROFILE

6. CONTROVERSIES

1. Offering Potentially Harmful Gluten-Free Crusts In 2012

Come on Dominos, did you not know the constant bugbears of being gluten-free?
What was the point in even offering this as an option but then openly saying that as
the bases were prepared next to the regular ones, that cross-contamination could
happen?
When the other side of the gluten-barrier is a world of rashes, joint-ache and all sorts
of demonic gastro-pain, its either eat or not eat, not anything close to exercising
caution.

2. Replacing Their Wedges From Somewhere Else

Now this is the sort of thing you expect of some lesser-known, maybe lesser
financially-equipped outlets the old Ill just check in the back *runs to the
supermarket* routine. However, on July 3rd 2014 a loyal Dominos pizza maker was
off down the local market nabbing some discount wedges to fill their boxes.
Supply and demand you might say, and although the lad should be given props for
ingenuity, the fact that the price difference between some discounted wedges and
what Dominos were selling was 3 means its still pretty shocking but damn good
business at the time.

3. Clarifying Where They Would Deliver Based On Race

Weve all been the eternal watch-tapping customer after ordering and ardently
staring at the In Progress screen, but what if you live in a particularly bad area where
the driver themselves may be put at risk?Back in 2000, some outlets limited their
drivers from delivering in certain areas due to robberies and other attacks in crimeheavy neighbourhoods, therefore Dominos had to settle on a new policy that wouldnt
judge an area on a perceived racial connotations.
Courtesy of the NY Times, Dominos Vice President Tim McIntyre stated, Its a
reality in the U.S. that some neighbourhoods are dangerous. Weve taken steps to
keep our people from being victims of crime in those places, and in doing so weve
found ourselves being accused of discrimination.Since then Dominos must collate
with local law enforcement and community members to evaluate an area and ensure
their pizzas get delivered as far as possible.

4. Having To Pay Out $1.28 Million To Rectify Wage Problems

Its one thing to question your pay check when youre sure you deserve more, and
another to actually follow through on bringing it up with management, but back in
February 2014 a string of workers were fired just for doing exactly this.
Dominos later ended up instigating a payback scheme for all delivery drivers to at least
attempt to get back in their good graces and solve the issue, ranging from $400 to
$61,300 based off their tenure with the company.

5. The Video Of Two Employees From 2009

The two were arrested before they could contaminate and ruin any more deliciouslybaked doughy goodness. They thought it would be funny to add certain unwanted
items to the pizzas before people consumed them.Although Dominos would end up
waiting a full 24 hours before responding publically, when they finally did through a
Youtube video that fully explained their position, all was forgiven.

7. SWOT ANALYSIS

1.Huge popular brand name and high brand loyalty

2.High number of products
3.Hygenic food and quick service
4. Leader in online & mobile ordering.
5. Global franchise operations - more than 3,500 in over 60 countries

Strength

6. Efficient and effective supply chain management enables it maintain

its goodwill and promises.

1. High fat and high calorie food not good for health conscious people

Weakness

2 .Franchise management.
3. High staff turnover due to lack of training and development.

1. Improve efficiency and home delivery service

2. Introduction of new flavour additives and pizza toppings that are region
specific can be a good stride for Dominos.
3. The distribution network should be further strengthened so as to ensure

Opportunity

market penetration in the existing markets at maximum optimum.

4. Growing presence in emerging markets, particularly in India, China.

Threats

1. Intensive competition from a fragmented number of small competitors.

2. Changing consumer habits towards healthier food choices.

Competition

1.KFC
2.Pizza Hut
3.McDonald's
4.Subway
5.Burger King
6.Smokin Joes
7.TacoBell
Competitors

8.Papa John's Pizza

8.DATA ANALYSIS AND INTERPRETATION

1) Love for outdoor eating
Particulars
No. Of respondents
Percentage
Yes
40
80
No
10
20
As per the data analysis, 40 respondents love outdoor eating and 10 respondents like to
dine at their homes.

Love for outdoor eating

yes
no

40
60

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.
2. Frequency of visit
Particulars
No. Of respondents
Once a week
10
More than once a 7
week
Once in month
8

Percentage
20
14

Once a fort night

50

25

16

As per the data analysis, 10 respondents visit once a week, 7 visit more than once a week, 8
visit once in a month and 25 respondents visit Dominos once a fort night.

Frequency of visit
100%
80%
60%
40%
20%
0%

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 fortnight
and 20% respondents visit once a week while 14% go there after more than once a week
and 16% once in a month.
3. Consmer Preference
Particulars

No. Of respondents

Percentage

Dominos

17

34

Pizza hut

15

30

Mc Donalds

10

20

KFC

16

As per the data analysis of question 3, 17 prefer Dominos, 15 respondents prefer Pizza
Hut, 10 like Mc Donalds and the rest 8 go for KFC.
40
30
20
10
0
Domino's

Pizza hut

Mc Donalds

KFC

INTERPRETATION: In this question, we have assessed about the preferences of the

customers that 34% love Dominos ,30% go for Pizza hut while only 20% prefer Mc
Donalds and 16% KFC.

4 . Consistency of taste and quality

Particulars

No. Of respondents

Percentage

Yes

43

86

No

14

As per the data analysis, 43 respondents said there is a consistency of taste and quality in
the food at Dominos Pizza, while 7 respondents did not agree upon this.

14
yes
no

86

INTERPRETATION: In this question, we have assessed about the taste and quality
consistency at Dominos Pizza India Limited, 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.
5. Pricing Satisfaction
Particulars
No. Of respondents
Percentage
Satisfied
27
54
Very satisfied
15
30
Not satisfied
8
16
As per the data analysis, 27 respondents are satisfied with its price, 15 are very satisfied,
and 8 are not satisfied with the pricing.

price satisfaction
price satisfaction

10

20

30

40

50

60

INTERPRETATION: In this question, we have assessed the price satisfaction of the

respondents that 54% are satisfied with its price, whereas 30% are very much satisfied but
16% do not feel good about the price.

6. Promotional measures:
Particulars

No. Of respondents

Percentage

Very effective

10

Effective

25

50

Not effective

20

40

As per the data analysis, 5 respondents think that the promotional measures of Dominos
are very effective, 25 think its effective to a certain extent, while 20 do not think that the
promotional measures are effective.

promotional measures
60
promotional measures

40
20
0
very effective

effective

not effective

INTERPRETATION: In the sixth 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.
7. Recommendations
Particulars
Incude varieties
Reduce price
Better promotions
Improve quality

No. Of respondents
26
06
05
13

Percentage
52
12
10
26

As per the data analysis recommendation to Dominos goes like this : respondents who
need more varieties are 26, who want reduction at the price are 6 , those who feel that the
promotional strategy is not having the impact are 5 and who desires for quality are 13.

recommendations
60
50
40
30
20
10
0

recommendatio
ns

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.
8.Eating experience
Particulars
Excellent
Very good
Good
Poor

No. Of respondents
8
10
25
7

Percentage
16
20
50
14

As per data analysis, the eating experience of 8 respondents was excellent, 10 was very
good, 25 good, and 7 poor.

eating experience
50
40
30

eating experience

20
10
0
excellent

very good

good

poor

INTERPRETATION: In this question, we have assessed that 50% respondents has a good
eating experience, 16% has an excellent experience and14% respondents did not feel a nice
experience there.
9. Varieties satisfaction
Particulars
Satisfied
Very satisfied
Not satisfied

No. Of respondents
7
35
8

Percentage
14
70
16

As per data analysis, 35 respondents are very satisfied with the varieties in the menu, 7 are
only satisfied, and 8 are not satisfied.

Varieties satisfaction
70
60
50
40
30
20
10
0
satisfied

Varieties satisfaction

very satisfied
not satisfied

INTERPRETATION: In this question, we have assessed that 70% respondents are very
satisfied with the varieties in food menu, while 16% are not satisfied with those varieties
and 14 % are satisfied
10. Charity
Particulars

No. Of respondents

Percentage

Yes

30

60

No

20

40

As per data analysis, 30 are aware of the charity schemes while 20 do not know about the
charity schemes of Dominos.

charity
yes
no

40
60

INTERPRETATION: In this question we have assessed the awareness of charity scheme of

Dominos among the respondents and 60% result is positive while 40% are negative..
11) Hygiene

Particulars

No. Of respondents

Percentage

Yes

49

98

No

As per data analysis, 49 respondents said that the Dominos Outlets are hygienic while 1
replied negatively.

hygiene
yes
no

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
while 2% are not .

9. 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 Bhopal 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.
Because of time constraints and reserve constraints, a mix of convenient
sampling and judgement (Probability & Random) sampling was used.
Also because of above mentioned constraints, the sample size chosen for the
survey was 50 people.
It is possible that the information supplied by the informants may be incorrect.

10.FINDINGS OF THE STUDY

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 prefer 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.

11.RECOMMENDATIONS AND CONCLUSIONS

o Dominos should use more aggressive marketing strategy to attract the

customers.
o Dominos should introduce some new dishes to pull the customers.
o Dominos should work out on the ambience more for satisfaction of
the customers.
o Dominos should charge a little less to capture more market.
o Dominos should improve his quality of the pizzas
to the new heights.
o Dominos should increase the veg pizza portfolio also for the veggies.
o They should open more outlets in the overcrowded areas.
o Dominos should use glass tumblers instead of disposable one to serve
the customers.
o Washrooms should be maintained properly.
o The personnel should be more polite and well informative.
o Dominos floors should be frequently cleaned.
o Better air-conditioning can be arranged in the outlet.
o Frequent feedbacks should be taken from the customers for regular
improvement.
o And last but not the least it should introduce more proper Indian style pizza
to attract more INDIANS.

12.APPENDIX

QUESTIONNAIRE
Dear respondent,
I, Akrati Bhargava , student of RGPV, Bhopal is doing a project on Consumer
satisfaction in Dominos pizza India limited and would be grateful to you if you
could kindly co-operate with my work for the betterment of my knowledge.
Name:

______________________

Phone no: ______________________

1. Do you love eating outdoors ?
(a)Yes

(b) No

2. How frequently do you visit Dominos?

(a) Once a week

(b) More than once a week

(c)Once a month

(d) Once a forth night

3. Which fast food outlets do you prefer the most?

(a)Dominos

(b) Pizza Hut

(c)Mc. Donalds

(d) KFC

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

(a)Yes

(b) No

5. Are the prices satisfactory or not?

(a)Satisfied

(b) Very Satisfied

(c)Not Satisfied
6. Are the promotional efforts good enough to pull the customers?
(a)Effective

(b) Very Effective

(c) Not Effective

7. What would you recommend to Dominos?
(a)Include more Varieties

(b)Reduce Price

(c)Better Promotions

(d)Improve Quality

8. Your experience at Dominos?

(a)Excellent

(b) Very Good

(c)Good Poor
9. Are there enough varieties of food to satisfy you?
(a)Very Satisfied

(b) Satisfied

(c) Not Satisfied

10. Are you aware about the charity services done by Dominos?
(a)Yes

(b) No

11. Is the food at Dominos hygienic?

(a)Yes

(b) No

BIBLIOGRAPHY

Observations

Survey

Newspaper
THE ECONOMIC TIMES
THE TIMES OF INDIA

Magazine
Business today

Websites
www.google.com
www.dominos.co.in
www.wikipedia.in
www.answers.com
htttp://articles.economictimes.indiatimes.com/keyword/domino
whatculture.com
www.mbaskool.com