Case Study

On
Consumer Behaviour towards
fast foods in reference to the
Dominos Pizza

P R E PA R E D BY
SONIA
PINKI

103
67

Contents
Introduction
Abstract
Objective of the Study
Methodology
Collection of Data
Statistical Data
Advantages & Disadvantages
Conclusion

Fast
food
Fast food are characterized as quick, easily accessible
and cheap alternative to home-cooked meals,
according to the National Institute of Health (NIH)

Introduction
In today's world, Fast food is something that almost everyone, right from kids to the oldies loves, and talks
about fast food, and the mention of a pizza is almost inevitable. Fast food is one of the worlds fastest
growing food types.
The growth in nuclear families, particularly in urban India, exposure to global media and
Western cuisine and an increasing number of women joining the workforce has lead us to a new era of
eating-'fast food.
In India, organized food service will take the lead for driving change in the short to
medium term. This will result in the creation of capacities for warehousing and logistics of chilled and
frozen products. The process has already begun. Running a pizza chain is not as easy as it seems. Managing
the supply chain is a mission critical function and all the major players are focused in their approach.

Indian fast food industry

Fast food is one of the worlds largest growing food type. Indians fast
food industry is growing by 40% a year.
It is reached to nearly US $ 10 billion in 2012.
Foreign Investment holds about one-fourth of total investment made in
this sector.

Abstract
all age group has loves, talk about fast foods and aforesaid Pizza is
inevitable. We have seen that in a very short span fast food industries
capture a large market in India. The main Objective of the study to
identify overall satisfaction level among the customers in Dominos
Pizza Centre. The purpose of this study is to explain the methodology
adopted to achieve the objective of the study. The required data for
the study was collected from different sources. The data were
collected through questionnaire and analysis consumer perception
towards Dominos Pizza.

Objective of the study

The objective of the study can be laid down as follow:
To examine the factors influence the buying behaviour of customer;
To understand the factors of customers attraction towards Fast foods;
To understand that how fast foods intakes affect customer health.

Methodology
Collection of data
Statistical data

Collection of data
The analytical data was collated through analysis of consumer perception towards
Dominos Pizza and Questionnaires. Study and analytical data is based on the various
factors which shows why consumers attract towards fast food/Dominos Pizza like
product purchasing, quality, quantity, taste, price.

Statistical data
The raw data collected and carefully classified, edited and tabulation for
this analysis. The analysis tables are based on the questionnaire

Age Wise Classification

Consume
Pizza

Age Group
20-24

25-35

Total

36-45

46-60

Daily

3(6.82%)

1(3.57%)

0 (0.00%)

0 (0.00%)

4 (4.44%)

Weekly

10(27.73%)

6(21.43%)

2 (20%)

1 (12.5%)

19 (21.11%)

Monthly

19(43.18%)

12(42.83%)

0 (0.00%)

1 (12.5%)

32 (35.56%)

Occasionally

12(27.27%)

9(32.14%)

8 (80.00%)

6 (75.00%)

35(38.89%)

Total

44

28

10

90

According to pie chart

It is clear from the

Pie chart out of 90
respondents 35%
respondent
Consuming pizza
occasionally. 32%
respondent consume
pizza monthly, 19%
respondent consume
pizza weekly and
rest 4% consume
pizza daily

Consumption %

Weekly; 21%
Ocassionaly; 39%

Daily; 4%

Monthly; 36%

Advantages
Delicious
Cheap
At the end of hard working day
Save time

Disadvantages
Dad for the health
Contain higher amount of salt, fats and calories
Diseases
Some restaurants dont change the oil and they
dont clean it

Conclusion
An adult play an important role in the buying process reasons such as tasty, cleanliness,
Convenience, family outings and celebration of special occasions are considered important
in buying pizza. Customers eat out for a change from home prepared food but they do not
believe
that
fast
foods
provide
good
nutritional
value.
But because of the busy life style of urban, exposure to global media and Western cuisine
and an increasing number of women joining the workforce has lead us to a new era of
eating'fast
food.