Consumer Satisfaction in Dominos Pizza India Limited

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COMPANYS PROFILE
DOMINOS PIZZA INDIA LIMITED
Type Industry Founded Headquarters Key people Products Revenue Employees Website Public (NYSE: DPZ) Restaurants Ypsilanti, Michigan, U.S. (1960) Ann Arbor, Michigan, U.S. Tom Monaghan, Founder; J. Patrick Doyle, CEO Pizza, sandwiches, pasta, chicken wings, desserts Increase $1.425 billion USD (2008) 145,000 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.
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Company BackgroundIn 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 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
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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-day operations of the company. A year later, the company named David A. Brandon Chairman and Chief Executive Officer.

Current ScenarioIn 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
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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 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.

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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 RangeThe current Domino's menu features a variety of Italian-American entrees and sides. Pizza is the primary focus, with traditional, specialty pizzas and available custom 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 sizes (12-inch and 16- inch), 11 toppings, and Coke as the only soft drink opt ion.
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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.

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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. 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
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A make line at dominos

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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Charitable activities
In 2001, Domino's launched a two-year national

partnership with the Make-A-Wish Foundation of America. That same year, the company stores in New York City and Washington D.C. provided more than 12,000 pizzas to relief workers following the September 11 attacks on the World Trade Centre and The Pentagon. Through a matching funds program, the corporation donated $350,000 to the American Red Cross' disaster relief effort. In 2004, Domino's began its current partnership with St. Jude Children's Research Hospital, participating in the hospital's "Thanks and giving" campaign since it began in 2004, raising more than $1.3 million in 2006.

Advertising and sponsorship

In the 1980s, Domino's Pizza was well known for its advertisements featuring The Noid. That concept
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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

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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 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.

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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. 30

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minutes guarantee for hot and delicious pizza or free.

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Four Ps in Dominos Pizza India Limited

1. Product MixAs explained earlier Product mix deals with the dimensions of product line, quality and design of the product, its packaging, brand name, product range, etc. In this section we will study the product mix of Dominos Product line of Dominos includes the products offered for sale, i.e. the range of food products offered to the customers. The product breadth or number of products offered by Dominos can be classified as: Vegetarian products Non vegetarian products Beverages Deserts Vegetarian Products: o Veg. Cheese Pizza o Veg. Onion Pizza o Feast Pizza Beverages: o Cold Coffee Non-Vegetarian Products: o Simply Chicken Pizza o Non-Veg. I o Non-Veg. II Desserts: o Soft serve cone
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o Hot serves o Soft drinks o Shakes

o Choco lava cake

All this shows the wide product range of Dominos. Besides that the quality of Dominos according to the survey and general findings, is consistent throughout the life of the product. That's how Dominos plan their product range. Food quality is key at Dominos. Thats why they take pride in the foods they serve and your family. We seek out fresh lettuce and tomatoes, quality buns and potatoes, select poultry and fish and wholesome dairy products. Despite extensive and meticulous quality tests at the supplier end, all products are once again carefully scrutinized

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at the restaurant. Our immaculate standards of quality allow for nothing but the best to reach your tray.

Cold Chain: The term Cold Chain describes the network for
the procurement, warehousing, transportation and retailing of food products under controlled temperatures.

Trikaya Agriculture - Supplier of Iceberg Lettuce:

Implementation of advanced agricultural practices has enabled Trikaya to successfully grow specialty crops like iceberg lettuce, special herbs and many oriental vegetables. A specialized nursery with a team of agricultural experts.

Vista Processed Foods Pvt. Ltd. - Supplier of Chicken and Vegetable range of products:
A joint venture with OSI Industries Inc., USA, and Dominos India Pvt. Ltd. Vista Processed Foods Pvt. Ltd. produces a range of frozen chicken and vegetable foods- separate processing line for chicken and vegetable foods.

Dynamix Diary - Supplier of Cheese:

Dynamix has brought immense benefits to farmers in Baramati, Maharashtra by setting up a network of milk collection centers equipped with bulk coolers. Easy accessibility has enabled
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farmers augment their income by finding a new market for surplus milk

Product strategies:
In order to achieve the desired rate of profits and growth, a firm has to continuously adjust its products and product mix to the changing needs and targets of the market. This matching of products to the requirements of competition and buyers is known as product strategy. Some of the important product strategies, which firms adopt, are as follows: 1) Limited Line Strategy: This refers to the offering of one product or a small number of products to cater specific market. The main benefit of this strategy is low cost of operations. However, it cannot meet the requirements of different types of customers in different markets. 2) Full Line Strategy: This Ids also known as broad line strategy, it implies the offering of a large number of products to meet the requirements of different customers in different markets. 3) Trading up and trading down: These are alternate or opposite strategies for expanding the product mix. Trading up implies addition of some higher priced products to the
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existing product line of lowered priced products for improving the sales of old products. Trading down refers to the addition of lower-priced products to the existing higher priced product to boost total sales.

2. Price MixPrice is the key element of marketing mix because it relates directly to the generation of total revenue. The term pricing policy refers to a systematic approach to pricing of different products in different markets to evolve an appropriate pattern of prices in the long run. It is the plan defining the initial pr ice range and the planned price movements through time that the firm will use to achieve its marketing objectives. Pricing policy includes not only the determination of base prices but also the terms and conditions of sale. Company pricing policies:The price must be consistent with company pricing policies. Many companies set up a pricing department to develop policies and establish or approve decisions. The aim is toensure that the salespeople quote prices that are reasonable to customers and profitable to the company. Now-a-days, most companies follow buyer based pricing. They are basing their prices on the Products perceived value. They see
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buyers perception of value, not the sellers cost, as the key to pricing. The company using perceived-value pricing must establish the value in the buyers mind concerning different competitive offers. Dominos began with skimming prices, i.e. setting a very high price for a new product initially and to reduce the price gradually as competitors enter the market. The initial high price serves to skim the cream of the market, that is, relatively insensitive to price. This approach to pricing is, in effect, an experimental search for the right price and it may result in a market-determined price. This method starts with a high price and moves the price downward by steps until the right price is reached. Initially Dominos charged high price than what is being charged now. But now it introduces new schemes for value of money. 3. Place Mix (Distribution)This element of marketing mix involves a choice of the place where the products are to be displayed and made available to the customers. It is concerned with decisions relating to the wholesale and retail outlets or channels of distribution. The objective of selecting and managing trade channels is to provide the products to the right customer at the right time and place on a continuing basis.
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Dominos distribution centers are wide, located in every area of India. Dominos has Dine-in restaurant, Drive-Thru. Dominos has 122 restaurants in India of which 72 are in north & east India and 50 in west & south India:o 72 restaurants in North & East India: 32 in Delhi 20 in Uttar Pradesh - Noida (4), Ghaziabad (4),

Mathura (1) (Highway and Drive Thru) Kanpur (2), Meerut (1), Lucknow (4), Agra (1), Allahabad (1), Varanasi (2) 10 in Haryana - Faridabad (3), Manesar (1)

(Highway and Drive - Thru), Gurgaon (4) Karnal (1) (Highway and Drive - Thru), Panipat (1) 5 in Punjab - Chandigarh (1), Ludhiana (1), Doraha (1) (Highway and Drive - Thru) Jalandhar (1), Patarsi (1) (Highway and Drive - Thru) 2 in Rajasthan - Jaipur (2) 1 in Uttaranchal - Dehradun (1) o 50 in west and south India: 30 in Maharashtra - Mumbai (22), Pune (7), Nasik (1) 7 in Gujarat - Ahmedabad (4), Vadodara (2), Surat (1) 6 in Karnataka - Bangalore(6) 4 in Andhra Pradesh - Hyderabad (4)
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3 in Madhya Pradesh - Indore (3) For the Big Mac, the current calendar year will be the biggest in terms of restaurant openings, and Managing Director, dominos India. The new outlets will be a combination of highway restaurants, outlets at railway stations, at shopping malls and Cineplex, besides at residential areas with significant footfalls. India recently won the tender for setting up an outlet each at railway stations in Mumbai and Jaipur. In Delhi, the chain will mark its presence through an outlet at the ambitious Delhi Metro Rail Corporation project, expected to be by year-end, 16 new

restaurants would be in place, informs Vikram Bakshi,

operational by year-end. And if all goes according to plan, another dominos outlet could come up at Delhi's

Nizammuddin railway station. The fourth Dominos highway outlet on the Delhi-Jaipur highway is expected to begin operating shortly. The chains other three highway restaurants are located on the Delhi-Agra highway, the Delhi- Ludhiana highway and the Mumbai-Pune highway.

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4. Promotion MixPromotion is a process of communication with the potential buyers involving information, persuasion and influence. It

includes all types of personal or impersonal communication with customers and intermediaries. Promotion mix refers to the combination of various promotional tools used by a business firm to create, maintain and increase demand. It involves an appropriate integration of advertising, personal selling, sales promotion and publicity.

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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.

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COMPETITORS INFORMATION:
Major players in this field: 1) Papa Johns Pizza 2) Nirulas 3) Pizza hut 4) KFC 5) Mc Donalds These day working executives are busy a lot they dont have the spare time to cook food due to their high this possible income and ever increasing arperalional levels they prefer to it out at this fast food outlets (McDonalds, Nirulas, Pizza Hut) where they find the match according to their asperitional level.

1. Papa Johns PizzaPapa John's Pizza (NASDAQ: PZZA) is the third largest take-out and delivery pizza restaurant chain in the United States, behind Pizza Hut and Domino's Pizza. It is based in Louisville, Kentucky. Papa John's slogan is Better Ingredients. Better Pizza."

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Internationally, there are over 3,300 Papa John's establishments, including over 2,600 in the U.S. and more than 500 in over 30 other countries. Papa John's primarily takes carryout and delivery orders, although some stores have tables and chairs. Papa John's offers online ordering throughout the United States, automatically assigning all registered customers to the closest location.

2. NirulasEstablished in 1934, Nirulas today is a diversified group having a chain of

elegant Business hotels, Waiter service restaurants, Family style restaurants, Ice Cream parlors, pastry shops and food processing plants in India. The chain with over 60 outlets operating in 5 states successfully caters to the Indian palate of over 50000 guests every day or over 70 years. The restaurants serves a wide variety of multi-cuisine foods, both western and Indian including pizzas,

burgers, chana kulcha, saag-roti and much more! Ice cream parlors offer an extensive range of exciting and innovative ice cream flavors with one new flavor added every month. Nirulas pastry shops are a one-stop shop for bakery and confectionary items.
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3. Pizza HutPizza Hut is the largest pizza restaurant

company in the world. It has 12700 outlets in 90 countries. Pizza Hut has an aggressive expansion plan for India. It intends to have 100 outlets by the end of 2004. Pizza Hut will consolidate its presence in cities where it already exists as an endeavor to create a major share of these profitable markets first before spreading to other markets. Pizza Hut is one of the largest pizza brands. Further, all new outlets in India would be franchisee owned resulting from the smooth functioning of the existing stores which are all franchisee owned. Hence, the same arrangement will be followed in the future to ensure growth-oriented results. The data written below represent what Pizza Hut is all about and gives a brief profile of the company.

4. KFCKFC Corporation (KFC), founded and also known as Kentucky Fried Chicken, is a chain of fast food restaurants based in Louisville, Kentucky, in the United States. KFC has been a brand and
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operating segment, termed a concept of Yum! Brands since 1997, when that company was spun off from PepsiCo as Tricon Global Restaurants Inc. KFC primarily sells chicken pieces, wraps, salads and sandwiches. While its primary focus is fried chicken, KFC also offers a line of grilled and roasted chicken products, side dishes and desserts. Outside the USA, KFC offers beef based products such as hamburgers or kebabs, poutine, pork based products such as ribs and other regional fare. The company was founded as Kentucky Fried Chicken by Colonel Harland Sanders in 1952, though the idea of KFC's fried chicken actually goes back to 1930. Although Sanders died in 1980, he remains an important part of the company's branding and advertisements, and "Colonel Sanders" or "The Colonel" is a metonym for the company itself. The company adopted KFC, an abbreviated form of its name, in 1991. Starting in April 2007, the company began using its original name, Kentucky Fried Chicken, for its signage, packaging and advertisements in the U.S. as part of a new corporate re-branding program; newer and remodeled restaurants will have the new logo and name while older stores will continue to use the 1980s signage. Additionally, Yum! continues to use the abbreviated name freely in its advertising.

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5. Mc DonaldsMcDonald's Corporation (NYSE: MCD) is the world's largest chain of hamburger fast food restaurants, serving more than 58 million customers daily. In addition to its signature restaurant chain, McDonalds Corporation held a minority interest in Pret A Manger until 2008, was a major investor in the Chipotle Mexican Grill until 2006, and owned the restaurant chain Boston Market until 2007. A McDonald's restaurant is operated by a franchisee, an affiliate, or the corporation itself. The corporation's revenues come from the rent, royalties and fees paid by the franchisees, as well as sales in company-operated restaurants. McDonald's revenues grew 27% over the three years ending in 2007 to $22.8 billion, and 9% growth in operating income to $3.9 billion. McDonald's primarily sells hamburgers, cheeseburgers, chicken products, French fries, breakfast items, soft drinks, shakes, and desserts. In response to obesity trends in Western nations and in the face of criticism over the healthiness of its products, the company has modified its menu to include alternatives considered healthier such as salads, wraps and fruit.

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CURRENT ISSUES
Middleby Marshall, the world leader in conveyor ovens, has been awarded the 2008 Excellence in Partnership Award from Dominos Pizza India, Ltd. This is the third consecutive year Middleby has received the award. Middleby Marshall has partnered with Dominos India since their first pizza store opened in New Delhi in 1996. Today, India is the fastest growing country in the Dominos network. "We are honored to receive this award from a true partner and the very innovative team at Dominos India," said Middleby Marshall President Mark Sieron. "Our ovens have helped Dominos establish a reputation in India for being the home delivery specialist capable of delivering pizzas within 30 minutes to a community of loyal customers from its entire chain of stores around the country." Industry data confirms people across India are consuming more than three million pizzas a month and the monthly sales figures are projected to double in the next four years across India. Since inception, Domino's Pizza India Ltd. has proceeded to become one of the largest and fastest growing international food chains in South Asia. Today, Domino's Pizza India has grown into a
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countrywide network of over 220 outlets in 42 cities and is the leader in the fast food delivery segment. Ever since it was established, Domino's Pizza India has maintained its position of market leadership with its constant product innovation. Customers can order their pizzas by calling a single countrywide Happiness Hotline. Domino's India was the first to start this type of countrywide number for its customers. Currently Middleby Marshall Ovens are installed in Dominos restaurants around the world, cooking more than 1 million pizzas per day. R. Narayan B. Iyer and Dr. Suhasini Sharma from Indian Development Foundation created awareness on TB to the members of Dominos Pizza at four different stores in Mumbai on Saturday, 14th March. Dominos Pizza Stores at Vile Parle (West), Vile Parle (East), Mahakali Caves Road and Chakala organized the awareness program.

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Ajay Kaul, Chief Executive Officer of Domino's India (left) and Tarun Bhasin, Domino's India Chief of Operations (right) present the theDomino's India 2008 Business Partner of the Year Award to Abhishek Azad of Middleby-Marshall India (center).

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INTRODUCTION TO THE PROBLEM

Statement of the problem
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
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Dominos Pizza India Ltd. in Bangalore and also how it properly acts to attract customers to its enterprise. The comprehensive statement of the problem can be state as A Study on Consumer satisfaction of Dominos Pizza India Limited in Bangalore city.

OBJECTIVES OF THE STUDY

To do customer value analysis which includes

identifying the major attributes that customers value in a fast food chain restaurant, assessing the quality of 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 the

company like Dominos follow in order to establish itself in a local market and increasing sales by being in customers mind and heart. To know the consumer perception and Preference about Dominos products.

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Scope of the study

The study is exclusively conducted for consumers of Dominos Pizza India Ltd. which are dispersed in different areas of Bangalore 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 2 months i.e., February-March 2011.

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 Pizza India Limited services and products. The study also helps Dominos Pizza India Ltd. to obtain suggestions regarding provided. improvement in the services

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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 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
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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. 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.

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72% respondents liked to have non- vegetarian food and only 28% turned up for vegetarian food in the outlet.

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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
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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. 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.
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Consumer Satisfaction in Dominos Pizza India Limited

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

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Consumer Satisfaction in Dominos Pizza India Limited

RECOMMENDATIONS & CONCLUSIONS

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.
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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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Consumer Satisfaction in Dominos Pizza India Limited

BIBLIOGRAPHY
Observation Individual pre and post program feedback forms through questionnaires. Interviewing and mailing Text book Consumer behaviorAppahnahiah, Reddy & Ramnath

Websites
www.google.com www.dominos.co.in www.wikipedia.in www.answers.com

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