ROYALBUSINESS COLLAGE

THE ELEMENTS OF A MARKETING RESEARCH REPORT

ON WILD PIZZA

DIPLOMA IN BUSINESS MANAGEMENT LEVEL - 7

MAR 8085&8086

SUBMITTED TO: - Margie garcia

SUBMITTED BY: -Tejendra singh(A8033)

Acknowledgement:I am grateful because I managed to complete my assignment within the time given by my lecture
(Mrs. Margie Garcia) this assignment cannot be completed without the help and co-operation of
my family and friends as well all who understand me and give me their valuable time to
complete the survey questionnaires.
I also sincerely thank to my lecturer that she delivered helpful information which help me a lot in
completion of my assignment.
Last but not the least; I would like to express my gratitude to my friends for the support.
Thank you

Authority letter
DateTo the manager
WILD PIZZA
Subject- Authority letter for marketing research
To whomsoever it may concern,
I, the undersigned is a student of royal business collage of business management level-7
I have a research on your for my assignment project on your branch.
In case you need to contact me for any clarification, please feel free to contact me at my e mail.
honneyjatt@gmail.com
Thanks
Sincerely
TEJENDRA SINGH

Table of Contents:Acknowledgement:-

Table of content
List of table and illustration:Executive summary:Research proposal:
Time frame:
Introduction
Research objectives:Scope of the study:
Research methodology:Quantitative research:Objectives of the studies:
B3 Data collection:Steps and types to select a sample:Time frame and observed time:
Expected Objectives for this research and actual achieve
Research progress
Overall proposal progress
Data collection and Analysis (Discussion)
Valid Result
Recommendation
Valid Analysis and Interpretation
Limitation of studies
Sample questionnaires
Data analysis and interpretation
Survey questions

NO
1
2
3
4

Content
About organization
About feature
Services
Comparison with

5
6
7
8
9
0

others
About price
advertisement
advertisement
About buying
Suggestions
Comments

Page. No
List of table and
illustration:-

Executive summary:This assignment is all about the WILD PIZZA.

It explains my vision of doing this report. In this assignment I briefly explain the methodology
and the way collected the data for my report.
It shows the data in means of charts and figures which is very helpful for the readers to
understand my work.
I discussed the facts by doing surveys that how to increase my business, performance of the shop
or what new strategies other organizations doing in market and also there is a talk about the
international market growth.

Research proposal:

The following questions need to be answered and submitted to the tutor BEFORE you start the
Marketing Research assignment. If this form is not completed and signed by tutor the
assignment may not meet the requirements of the paper..
1) What is the marketing area/question you are interested in researching?
-SWOT Analysis

2) what specifically about that subject area are you trying to research?
-Make goodwill & customer satisfaction.
3) What is your research objectives what are about 3-4 questions that you are trying to ask?
-what need to change our service.
-Inform people about the new product.
-Good customer satisfaction
4) What sources of information do you need? Any other considerations?
-By surveys, internet, print media etc
Student:________________
Agreed with Tutor__________
1.2 Time frame:

Date:_____________
Date:____________

DATE

SUBJECT

TIME/DURATION

9SEPT-14SEPT

Research proposal

6days

15SEPT-22SEPT

Introduction ,need for study, scope , objective

8days

etc.
23SEPT-28SEPT

Methodology, design, sampling units,

6days

29SEPT-03OCT

analysis
Sampling process

5days

05OCT-06OCT

Surveys, interviews

2days

07OCT-10OCT

International development

3 days

13OCT-15OCT

Discussion, conclusion, limitations

3days

Introduction

In Brief
From the 1970's to the present day, many factors have influenced the ongoing evolution of pizza
in North America. This includes factors such as the popularity of franchising, the necessity of
two sources of income to support the family household, the health food craze, and the economic
downturn of the early 90's. Franchising in general exploded in popularity. Being one of the most
popular franchising concepts, pizzerias opened at thousands of locations across North America
selling a pizza that was very similar to the traditional Neapolitan style.
Dual income families turned to the convenience of home food delivery with
greater frequency because cooking after a day's work was not always appealing.

Catering to the health conscious consumer broadened what was deemed as

acceptable.
The recession also inspired a rebirth of creativity and flair in contrast to a trend
towards homogeneity. Many fine dine-in restaurants had to restructure their menu
in order to broaden their appeal and reduce prices because patrons were eating out
less. The role that pizza will play in our lives in the future is as difficult to predict
as lifestyles. So many factors can change. Imagine for a second what the impact
would be if the cost of delivery becomes too high due to the ever increasing price
of insurance and gasoline. However, since both lifestyle and pizza are intertwined,
it is reasonable to assume that their related evolution will continue.

It simply "Tastes better" at WILD PIZZA where you can dine in or takeaway.
We have a three main menu of pizza. 1) Chicken pizza 2) paneer pizza 3) Traditional pizzas
We have combo rate of two or three large pizza. And lunch special pizza are 8$ only and free
drinks can with pizza till 12 oclock. For three large pizza 29$ only and for two large pizza 20$
only its all combo rate.
We have also many types of other products like chicken nuggets, wedges, and squad rings
And its all price are 5$ only.
We also sale cold rinks like small cane, 1.5 litters and 2 litter bottle also.

We have 4 branches

1) WILD PIZZA East

2)WILD PIZZA Morrinsville

Mangere

66 Studholme St

376 Massey Rd

Morrinsville

East Mangere

Waikato

Auckland

Phone: 07-214 3066

Phone: 09-275 8899

Open 7 days 12pm-8pm

Open 7 days 12pm-8pm

3) WILD PIZZA Otorohanga 4) WILD PIZZA
13 Maniapoto St

34 CLIVE ROAD

Otorohanga

Bethlehem- 3130

Waikato

Phone-075737458

Phone: 07 873 9008

Open 7 days 12pm-8pm
Pizza Fast Food Industry
A Major problem associated with pizza restaurants is that many would not describe pizza
as fast food. One marketing analyst describes fast food as "the notion of a customer
serving himself at a counter where food that has already been cooked in advance is
offered" (Emerson, 53). This can be the case in some pizza restaurants and not in others.
There are approximately 61,269 pizzerias in the United States. As with the automobile
industry, there too exists a big three in the pizza industry. The big three (according to
1996 sales) are Pizza Hut, Domino's Pizza, and Little Caesar's. Not too far behind is Papa
John's with an estimated 1996 sales of $619.1 million. Although the big three continue to
enjoy sustainable growth, small "mom and pop" operations have faired quite respectably
in this overcrowded market segment. According to some industry analysis, independents
account for 20-25% of the market.
Pizza Hut with sales of $6.5 billion in 1996 dominated the pizza market. It is by far the largest
chain with over 11,000 locations worldwide. The Dallas based chain, which was established in

1985, has consistently led the market in terms of innovation and appeal (Emerson, 55). New
offerings such as the "Bigfoot" and chicken topped pizzas along with the chain's first white sauce
have helped it increase sales globally.
Pizza Hut is very predominant in the Midwest. They have no major competitors because the
majority of the pizza restaurants are small chains. North Carolina carries more Pizza Hut
restaurants than any other state. Countries where Pizza Hut exists include Mexico, Canada, and
many more. Canada's market has not been as good as the Australian and Mexican markets, but
that is why the restaurant chain is expanding into other countries. Frank Carney, founder of Pizza
Hut plans to expand business to West Germany, but experienced people who really know the
German market are scarce (Emerson, 56).
Domino's Pizza, a privately held company, holds the number two position with sales of $2.8
billion in 1996. This company has over 5,400 stores with about a quarter operating in other
countries. Domino's has traditionally held on to its core business of home delivery for over 35
years. In an attempt to spice up their menu, Domino's introduced a new flavored crust last spring.
The crust has increased systemwide sales 5% to 10% when it was only offered in 35% of the
system's store.
Followed by Domino's is Little Caesar's being number three in the segment. This Detroit based
chain had sales over $2 billion last year within its 4600 stores. Little Caesar's philosophy
revolves around the price of its pizza. By offering more pizza for the money, it has increasingly
established itself as a major player in the industry. Its commitment to this philosophy has led
them to expand operations into international markets such as Honduras, the Dominican Republic,
and South Korea.
Recently, Little Caesar's has revamped its menu to include such items as lasagna, salads, and
deserts. Stuffed crust pizzas were also introduced this year along with crazy breads in order to
combat similar items offered by their competitors. In an attempt to boost sales, Little Caesar's
has also entered the home delivery game because of wide consumer demand.
Although it is not in the top three, Papa John's has been able to surpass many small chains
similar in size in the last few years. With sales over $600 million, Papa John's has established

itself as formidable players in the pizza segment (Darnay and Reddy, 22). Emphasizing quality
ingredients in its pizzas has helped it become the best tasting pizza in markets around the
country. Many larger chains have noticed this trend and have initiated their own campaigns
emphasizing quality.

Research objectives:A1) Need for study:It is important to study about the organization to find out the current position in market
as well as the history of the organization. It helps me to understand all the facts of the
organization which will help me to complete my assignment.
A2) Scope of the study:
It covers the areas we need to talk or understand in the study which is very beneficial
for the readers to understand the organizational work and limitations.
With the help of scope of study I understand that the which type of improvement need to
our shop and how increase my business.

Research methodology:It refers to the theory of the research and the reasons for the way the research has been designed.
It explains everything in proper way from start to end. It helps others to understand why you
doing this research. Moreover it is the systematic way of doing the work.
B2 Qualitative research:Qualitative methods produce information only on the particular cases studied, and any more
general conclusions are only hypotheses. Quantitative methods can be used to verify which of
such hypotheses are true. It is also done by the interviews or by the focus groups.
B3 Data collection:Data collection is very important part of the any work because without complete information you
cannot get accurate result. I collect data by both ways quantitative as well as qualitative.

Quantitative data collection:

Experiments

Observing

Obtaining relevant data from management information system

Administering surveys

Face to face interviews

Qualitative data collection:It is done by two different methods.

Primary: - Data which is collected by doing surveys, interviews etc.
Secondary: - In this the data is collected from company past records, websites or employees.
In my assignment data collected by face to face talk with customers, market research,
questionnaires regarding WILD PIZZA (quality, features, services and products a etc) also
understand customers wants and what the reason that they are attract towards others brands.
I also did survey with different age group of people that where they focus when they select any
pizza shop.
As the part of qualitative research I did interview with regular customers and their families,
students that what are their new strategies for future or in current to compete with their fellow
organizations.
Because it is good to talk with students from them we can gather lot of information about up and
downs
A3) Objectives of the studies:

Collect information by surveys about product and services

To know about the preferences of the people

Competitors of WILD PIZZA

Target market of the organization

* designing data collection forms.

~ Method & procedure for collection data.
-- DESCRIPTIVE RESEARCH
In this research undertaken to describe answer to questions of Who ,what, when ,how..

Descriptive research is describe when we wish to project a studys finding to a large

population if the study same is representative.

There are two basic classifications..

Cross-sectional studies

Longitudinal studies-- Cross-sectional studies measure unit form a sample of the

population at only one point in time

- Longitudinal studies repeatedly measure the same sample unit of ma population over
time. These studies often make use of a panel which represent sample unit who have
agreed to answer who at periodic interval.

Identifying information and sources..

Primary: - Data which is collected by doing surveys, interviews etc.
Secondary: - In this the data is collected from company past records, websites or employees.
In my assignment data collected by face to face talk with customers, market research,
questionnaires regarding Mahindra and Mahindra (quality, features, services and products and
parts etc.)also understand customers wants and what the reason that they are attract towards
others brands.
I also did survey with different age group of people that where they focus when they select any
car.

As the part of qualitative research I did interview with organizations past customers and their
families, employees, senior managements, operational and marketing department that what are
their new strategies for future or in current to compete with their fellow organizations.
= Four alternative data collection method..
/\ person administered: an interviewer reads questions, either face-to-face or over the
telephone, to the respondent and record his or her answer.
-primary administration method for many years until development of communication system and
advancement computer technology.
7) Design questionnaire.
There are following type of format of question.
A) Open ended - This format presents no responses options to the respondents.
B) Closed ended - This is provide options on the questionnaire that can be answered for.
C) Scale response- in this response question utilize a scale development by the researcher to
measure the attribute of some constant under study. in scale response there are two types
1) Unlabeled - this scale that may be purely numerical or only the end point of the scale are
identify.

2) Labeled - it is used in which all of the scale position are identified with some description.

=level of measurement scale.

-- Nominal scale - it is use only lables

-- Ordinal scale - it is use with which the researcher can rank order the responses.

-- Interval - those in which the distance between each description is equal

-- Ratio scale- ones in which a true zero exists.

SWOT ANALYSIS
Swot is the tool to see that where organization stands, which areas required
improvement , which areas required serious consideration , which would be the the
source of growth, which things need avoidance and so on. The swot of WILD PIZZA will
help to understand the position of pizza in the market.
STRENGTHS : WILD PIZZA is multinational company and recognized brand around
the world .It has successful established not only in developed countries but also in
developing countries.
WEAKNESSES: the big weakness of WILD PIZZA is that it Has very few competent
concern for employees.
OPPORTUNITIES: The electronic market is expanding rapidly which is a great
opportunity for NZ pizza to expand itself in new market and to capture more
market share.
THREATS: As the competitors of WILD PIZZA are more dominant in the market and
continuously improving their products so they can take away the existing customers of nz
pizza. So it has to hard to retain and attract customers.
In condition of economy all around the world is not good and it is affecting the
purchasing power and priorities of the customers , people are facing difficulties in
satisfying basic and needs so how they can spend on electronics which is considered as
luxury items. This situation can affect the sales of the company.

# DETERMINING HOW TO SELECT SAMPLE?

There are two basic method of sampling.
1) Probability sample- ones in which members of the population have a known chance of being
selected into the the sample. There are four probability sampling method.
i) Simple random sampling
ii) Systematic sampling
iii) Cluster sampling
iiii ) stratified method.
2) NON-PROBABILITY SAMPLE- With this method selection is not based on fairness equity
or equal chance there are four types of this sample.
i) Convinces sample sample drawn at the convinces of the interview.
ii) Judgment sample sample that require a judgment or educated guest as to how should
represented a population.
Iii) Referral samples (snow ball sample) - sample which require responds to provide the name of
addition response.
iiii ) quota sample- samples that use a specific quota of certain individuals to be interview.
On the above sampling method finally I conclude that I use to convinces method of my
research project. Because of these method very useful to individual person survey.
And that people who visit WILD PIZZA so I dont need to more work for survey and feedback
.and it method reliable on my research and I get quick idea with the help of this method.
Convenience samples are least reliable but normally the cheapest and easiest to conduct.
Convenience sampling is most often used during the exploratory phase of a research project and
is
perhaps the best way of getting some basic information quickly and efficiently.
Often such sample is taken to test ideas or even to gain ideas about a subject of interest.
1.6

Expected Objectives for this research and actual achieved:-

By this am able to work on my objectives. Swot analysis helps me to do

work in step by step way.

Shows all the errors.

Found information that increase sale and customer satisfaction.

1.7 Research progress
In this assignment data collected by qualitative way. By the help of
questionnaires I came to know the views about views about WILD
PIZZA .It is also very helpful to gather some other market
knowledge and also for personal development and knowledge.
By the survey about quality and product I came to know the
market of other like Pizza hut and others also have good set up. .
It is hard to convey the message to the people about the survey
but finally I complete all the area in proper way.

1.8 Overall proposal progress:

My report achieve all my objectives as it is hard to collect information from
different people

, general people because sometime they are not interested to fill

these type of surveys. But at the end I want to say that my friends and my lecture r
really help me a lot in completion of my assignment.
2.1 Data collection and Analysis (Discussion)
In this assignment there is a talk about the WILD PIZZA. As they have
wide range of Pizzas all over the NZ but by different names as
because they tie up with other shop. So in this I collect data from
different sources which By the help of methodology I collect data
by both research methods. I did interviews, surveys etc and

came to know that people go for variety, look and taste. Youth
says they go for look n taste n price. They say they love WILD
PIZZA.
2.2 Valid Result
According to the information I can say WILD PIZZA

is famous and

popular . as youngsters mad for their PIZZA. They have good sale
of their products but still because of other brands people divert
to other brands because of taste n looks or may be price as well.
2.3 Valid Analysis and Interpretation

Need to change the marketing policy.

Change in price range and style

Work on promotions

Advertisement and marketing

Need to use best feature technologies

People say pizza hut is but there is lot of good alternates in cheaper
price

DATA ANALYSIS
1) Which pizza shop do you preferred?

WILD PIZZA

Pizza hut

Wild

Dominos

Any other

No of components
WILD PIZZA
PIZZA HUT
WILD
domino

No of respondents
20
1
3
1

Sales

Nz pizza
Pizza hut

Hell
Domionos
20

As above the chart despite that 20 people are prefer WILD PIZZA and 3 are wild
and 1 are pizza hut.

2 ) How often you visit the pizza shop?

No of components
Once a week
No

No of respondents
15
10

visit shop
20
15

15
10

10

visit shop

5
0
once a week

once a month

According to the survey it is clear that WILD PIZAA is popular amoung people as more of
percentage says yes.
3) Is the menu easily accessible?

YES

NO

____________________________________

No of components
Yes
No

No of respondents
25
0

Accessible
30
25

25

20

Accessible

15
10
5
0
yes

0
no

As according to the pie chart people satisfied with the organization as what they offering but
some says they are not.

4) What you say about our pizza taste?

Good

Bad

Average

No of components
Good
Bad
Average

No of respondents
20
1
4

taste
80%
70%
60%
taste

50%
40%
30%
20%
10%
0%
good

bad

average

As about comparisons with other youth say they have a average I comparison.

5) Rate our call to place order service?

Good

Bad

Average
No of components
1
3
4
5

No of respondents
1
2
2
20

place order
1.2
1
0.8

place order

0.6
0.4
0.2
0
1

According to the pie chart people say they are sure about the price because in the WILD
PIZZA products.
6)Are you happy with the our pizza rate?

YES

NO

NO COMMENT

No of components
YES
NO

No of respondents
15
10

pizza rate
100%
90%
80%
70%
60%

pizza rate

50%
40%
30%
20%
10%
0%
happy

un happy

According to the pie chart 90% people are happy with the our pizza rate.
7) How do you rate us? How many rates do you give to our service upto 5?

No rating

No of components
2
3
4
5

No of respondents
2
2
1
20

rate service
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%

rate service

According to the chart 80% people are give our shop 5 star rate .
8) Hows our parking area?

Nice

Bad

Average

parking
25
20

parking

15
10
5
0
good

bad

According to the pie chart 20 people are satisfied with our parking but 5 people are
not agree with our parking.

9) If you are owner of this shop what main thing to change ?

changing
100%
80%
changing

60%
40%
20%
0%
taste

rate

As above the chart 85% customer are tell me to change pizza rate..

10) Do you have any suggestions for our improvement?

Parking

Service

Taste

Pizza rate

main thing to chanege

100%
80%
main thing to
chanege

60%
40%
20%
0%
taste

rate

parking

As above the chart despit that the 80% people agree to change our parking area and vice
versa.

Limitation of studies
Sometimes we face problems in completion of any report and it is
same in my case as well.

Time problem

Not complete information

Cultural

Rules and regulation

Language
3.1 Develop International Market

In this there is a talk about the international market in other countries.

I take India because it is a big country with huge investments on
industries. So competition is more, lot of other industries as well.
But as I talking about Indian market .big part of India is in
irrigation .so that there are lot of industries but still Suzuki

is

famous among peoples.

Popularity
As according to my research WILD PIZZA is really very popular in
newzealand market because of their taste , rate .
3.2 Factors may impact

Demographic- as NZ has a very big country. So its also a problem that

its hard to understand people and get detail from different places.

Cultural- as we all know India is a big country with lot of languages and
religions. So its is a big problem with different people of different
languages.

Laws and regulation- every country has different rules. So this also a
distraction to get a permission of doing any works easily.

References:Boyce, J. (2002). Market Research: in practice (2nd ed.). McGraw-Hill Australia

Daymon, C. & Hollway, I. (2004). Qualitative Research Methods in Public Relations and
Marketing Communications. Routledge
pizza, w. (2014). http://wildwestpizzaoflompoc.com/index.html.
Retrieved from www.wildpizza.com: http://wildwestpizzaoflompoc.com/
(pizza, http://wildwestpizzaoflompoc.com/, 2014)
pizza, w. (2014). http://wildwestpizzaoflompoc.com/.
Retrieved from www.wildpizza.com: http://wildwestpizzaoflompoc.com/aboutus.html