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A research proposal on Consumer behavior on Dominos pizza

Submitted to: Dr R P Patel Submitted by: Jino K Joseph (10M55) Nikul G Moradiya (10M66) Submitted on: September 16, 2011

SEM-3, MBA (2010-2012)

G H Patel P G Institute of Business Manager Sardar Patel University

Index Introduction Background ___________________________________3 ___________________________________3 ___________________________________4

Overview of Dominos pizza Objectives Scope of study Literature review Research methodology Bibliography

___________________________________4 ___________________________________4 ___________________________________5 ___________________________________5 ___________________________________7

Just a decade ago, it might have been hard to imagine that the takeout food of choice for millions of Indians would be a baked good of Italian origin. But since then, calling for a Pizza has become quite the urban ritual, though its possible that many of the pies that are rushed homes wouldnt be recognized in the country of origin. Like most consumer brand successes, pizza has been customized for the Indian market, from its toppings to its delivery models. And in this fast-growing category, its bunch of home grown brands that have turned into stars, leading the way for MNCs to pick up the crumbs from the table. Around 70% of Indias population of more than one billion belongs to the young generation who are more inclined to fast-food joints. The Fast food industry sees this as a strong rationale for its expansion in the market.

1.1 Background
1.1.1 Overview of the Fast Food Sector in India Known for being a country in which home-cooked meals are highly valued, India prides itself on being a society in which food traditions stand strong. Yet fast food restaurants of Burgers and Pizza have not only made an entry into the market but have prospered. There is also growing demand for more sophisticated options among young Indian professionals and families who enjoy Sunday brunches and discovering new restaurants. The expansion of fast food chains into Indias smaller cities and towns and the demand for premium brands across major cities has resulted in strong growth in recent years. Whats more, India is the worlds second largest producer of food next to China, and according to McKinsey & Co, the retail food sector in India is likely to grow to $150 billion in 2025. The company has the potential to be a leader in the food and agricultural sectors, according to the Food Industry of India, and one of the most promising sub-sectors is fast food. This situation creates a large number of fast-growing food markets. The fast food industry in India has evolved with the changing lifestyles of the young Indian population. The diversity of Indian cuisine poses logistical problems when comes to handling. Hence it is common to serve different cuisines at different counters within the same premises. Presence of a large vegetarian population, who eschew non-vegetarian

food, has given rise to outlets which exclusively serve vegetarian fast food. 1.1.2 Overview of Dominos Pizzas Dominos Dominos Pizza, Inc., through its subsidiaries, operates as a pizza delivery company in the United States and internationally. The company sells and delivers pizzas under the Dominos Pizza brand name. As of January 3, 2010, it operated a network of 466 company-owned stores located in the United States; and 8,533 franchise stores located in 50 states and approximately 60 international markets. The company was founded in 1960 and is headquartered in Ann Arbor, Michigan. Dominos in India Jubilant FoodWorks Limited, a Jubilant Bhartia Group Company holds the Master Franchise Rights for Domino's Pizza for India, Nepal, Sri Lanka and Bangladesh. The company has been listed on the Indian bourses recently. Prior to Sep 24, 2009, the company was known as Domino's Pizza India Limited and underwent a name change, rest of the terms remaining the same. Domino's Pizza opened its first store in India in January 1996, at New Delhi. Today Domino's Pizza India has grown into a countrywide network of more than 300 stores with a team of over 9,000 people. According to the India Retail Report 2009, dominos are the largest Pizza chain in India and the fastest growing multinational fast food chain between 2006-2007 and 2008-2009 in terms of number of stores. Over the period since 1996, Domino's Pizza India has remained focused on delivering great tasting Pizzas and sides, superior quality, exceptional customer service and value for money offerings.

1.2 Objectives
1) To study the customer satisfaction towards the Dominos pizza in Anand and Vidhyanagar region. 2) To assess the needs, requirements and expectations of consumers from dominos. 3) Identify consumption pattern among various age groups. 4) Classify various consumer groups on the basis of their loyalty towards the domions.

2. Scope of the study

Our study is limited to the cities of Anand and Vidhyanagar considering the fact that time and budget is a constraint so we have based our study here as it is our place of education and residence.

Literature review
The approach to the problem is established by reviewing the relevant academic and trade literature. In our study we have reviewed a past research conducted on the topic of Customer satisfaction on various pizza brands in Hyderabad. By C K Shah of International Market Research Bureau. Another research titled Comparison between dominos, pizza hut and uncle sams pizza in Uttarakhand by Atul Dhyani, Manoj Singh Disht and Mamata Bhatt, in Indian Management Studies journal, Volume 15, April 2011.

Research Methodology
3.1 RESEARCH DESIGN Exploratory Research design will be undertaken as the purpose is to explore or search through a situation to provide insights and understanding.

3.2 SAMPLING TECHNIQUE Non probability convenient sampling technique will be used as respondents are chosen as per convenience.

3.3 POPULATION The population will consist of men and women in the age group of 16-80 years from Anand and Vidhyanagar.


The sample size will consist of 150-200 respondents from the population of Anand and Vidhyanangar.

The study undertaken is mainly based on the primary data i.e. structured questionnaire is designed. The study also contains secondary data i.e. data from authenticated websites and journals for the latest updates just to gain an insight for the views of various experts.

The data is collected randomly, irrespective of the category of the people in the form of questionnaire and the sample size is 150-200 respondents. Because it is a pilot study and due to time constraint the sample size is small. The questionnaire will be filled through personal interview.

The type of questions used in the questionnaire will be: Dichotomous Close ended Open ended


The average interview time will be 3-5 minutes.


The data collected is organized and stored with the help of MICROSOFT EXCEL. Then relevant statistical formulas are applied for the purpose of calculation in order to

bring out a statistical conclusion. The results will be placed in tables which will help in easy and effective presentation.

BIBLIOGRAPHY 4. 5. pizza brands. 6. Indian Management Studies Journal, April 2011, Volume 15. 7. Cooper Donald R.& Schindler Pamela S, Business research methods, Tata McGraw Hill, 9th Edition. 8. Malhotra Naresh K., Marketing Research, Eastern Economy Edition, 4th Edition.