A STUDYONCUSTOMERSATISFACTION TOWARDS FAST-FOOD

OUTLETS WITH REFERENCE TO DOMINO’S AND PIZZA HUT

Research Project Submitted in Partial Fulfillment of the Requirements for the

Degree of

BCOM HONOURS
by
SIMRAN MEENA

to the

DEPARTMENT OF COMMERCE
BHOPAL SCHOOL OF SOCIAL SCIENCES

April, 2021
Submitted by Guided by
Simran Meena Dr Vinod Adwani
Associate Professor
Department of Commerce

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CERTIFICATE

It is certified that the work contained in the project report titled A study on customer
satisfaction towards fast-food outlets (with reference to Domino’s and Pizza Hut)by Simran
Meena, has been carried out under my/our supervision and that this work has not been submitted
elsewhere for a degree*

Signature of Supervisor: …………….

Name: Dr Vinod Adwani

Department: Commerce

Bhopal School of Social Sciences

April, 2021

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DECLARATION

I hereby declare that this project report entitled A study on customer satisfaction towards fast-
food outlets (with reference to Domino’s and Pizza Hut)was carried out by me for the degree
of BCOM(Honours) under the guidance and supervision of Dr. Vinod Adwani of Department of
Commerce, BSSS College. The interpretations put forth are based on my reading and
understanding of the original texts and they are not published anywhere in any form. The other
books, articles and websites, which I have made use of are acknowledged at the respective place
in the text. This research report is not submitted for any other degree or diploma in any other
University.

Place: Bhopal

Name of the Student: Simran Meena

Class & Section: BCOM (HONOURS) IIIrd year ‘C’

Date: 15 April, 2021

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 ACKNOWLEDGEMENT

I would like to thank our Principal Dr. Fr. John P.J. and Vice Principal Dr Sr Sonia Kurien for
their immense support and blessings. I thank our HOD Dr Amit Kumar Nag for his support. I
would like to express my special thanks of gratitude to my research guide Dr. VinodAdwani,
Associate Professor of Department of Commerce for his valuable suggestions and guidance and
for giving me the golden opportunity to do this wonderful research project on the topic:“A Study
on Customer Satisfaction towards Fast-Food Outlets (with reference to Domino’s and Pizza
Hut)”, Without his help it would have been difficult for me to have reached this state of
completion of my project report. Also, I would like to thank my parents and friends who helped
me a lot in the preparation of this project.
I wish to acknowledge the help of all those who have provided me information, guidance and
other help during my research period.

SIMRAN MEENA

B.COM HONOURS IIIrd YEAR

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PREFACE
This project on has been prepared in partial fulfillment of the requirement of the programme
B.COM HONOURS in the academic year 2020-21. The whole project is measured through
questionnaire, the data further analyzed and interpreted and the result was obtained. A blend of
learning and knowledge required during my theoretical studies at the organization is presented in
this project report. This project is a stepping stone for my career.

My study contains the following chapters:

Chapter I: INTRODUCTION OF THE TOPIC

Chapter II: REVIEW OF LITERATURE

Chapter III: RESEARCH METHODOLOGY

Chapter IV: DATA REPRESENTATION AND ANALYSIS

Chapter V: RESULTS AND DISCUSSIONS

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INDEX

Contents Page No.

Chapter 1: INTRODUCTION OF THE TOPIC 1-8

1.1 Rationale of the study 2

1.2 Introduction of the Industry 4
1.3 Introduction to the company 5
1.4 Justification of the Topic 8
Chapter 2: REVIEW OF LITERATURE 9-15
2.1 International Reviews 10
2.2 National Reviews 13
Chapter 3: RESEARCH METHODOLOGY 16-18

3.1 Objective of the study 17

3.2 Research Hypothesis 17

3.3 Scope of the study 17
3.4 Research Design 18
3.5 Limitation of the study 18
Chapter 4: DATA REPRESENTATION AND ANALYSIS 19-53

4.1 Data representation and Interpretation 20

4.2 Hypothesis testing 52

Chapter 5: RESULTS AND DISCUSSIONS 54-57

5.1 Major findings 55

5.2 Discussions and Suggestions 55

5.3 Conclusion 56

References 58

ANNEXURE 60-63

 Copy of Blank questionnaire 60

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CHAPTER 1

INTRODUCTION TO THE TOPIC

1.1 Rationale of the study

1.2 Introduction to the Industry
1.3 Introduction to the company
1.4 Justification of the topic

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1.1 Rationale of the study:

This research aims to explore consumers' overall behavior toward fast-food chains. More
specifically, the purpose here is to identify the key factors that influence the consumer's
preference of Domino’s and Pizza Hut brands of fast-food restaurants. The main purpose of the
study is to seem at the preference of consumers towards the acquisition of Pizzas and their
opinion about the consumption patterns. This study is both descriptive and analytical to examine
the purchase preference of consumers on Pizza.

Consumer satisfaction:

 Customer satisfaction refers to how pleased (or dissatisfied) consumers are with a
company’s goods, services, or overall experience. Customer satisfaction refers to a
customer’s perception of your business and what you have to give in terms of quality,
value, and aspirations. This information will say a lot about how consumers feel about
your brand and how they will connect with it in the future. (indeed, 2021)

 Customer retention and customer satisfaction are inextricably related. Customer retention
drives revenue and ensures a company’s long-term viability. Customer satisfaction scores
are one of the best measures of how a business will perform in the future. While metrics
like profits and shares show valuable details on how well a company is doing at a
particular time, customer satisfaction scores are one of the best indicators of how well a
company will perform in the future. (indeed, 2021)

Consumer satisfaction survey:

 A customer satisfaction survey is a tool that businesses use to determine how satisfied
their customers are with their product or service. This is a crucial step in assisting the
customers in achieving success. They’re particularly useful for finding dissatisfied

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 customers as well as those who love your brand so much that they might become brand
advocates. The value of getting customer reviews is inextricably linked to this overview
of your customers’ perspectives. (Salemme, 2021)

Purpose of consumer satisfaction survey:

 Successful company owners and managers soon learn that retaining clients is less
expensive than acquiring new ones. If such marketing practices scare customers away,
the company will invest time and resources on ads and other attempts to attract new
customers. These business owners understand that flaws in product production or
distribution contribute to dissatisfied customers, so they gather feedback through online
surveys. This survey helps them in understanding the customer preference and
expectations which further helps them in modifying the products and services as per
customers need and helps them in formulating strategies which help them attract
customers and win the edge over the competition. (indeed, 2021)

Objective of consumer satisfaction:

 Every good customer survey programmed must have a specific set of goals that, once
accomplished, will lead to improved results. The following are the most basic goals that
any consumer surveying programmed can achieve:

 Understanding the customers’ preferences and specifications.

 Identifying how well the company and its rivals are meeting these demands and goals.
 Based on your results, build service and/or product standards.
 Examining patterns over time so that prompt action can be taken.
 Establishing targets and expectations to assess how well you’ve accomplished your
objectives. (NBRI)

 Factors affecting consumer satisfaction:

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  Customer satisfaction refers to a customer’s overall opinion of a supplier and the goods
and services they receive. The following are some of the major factors that can influence
customer satisfaction: (Management Study Guide)

 The supplier’s capability by department.

 Aspects of products and services that is technical, engineering, or re-engineering.
 The type and quality of the supplier’s response.
 The willingness of the supplier to meet deadlines and how quickly they are reached.
 The supplier provides customer support.
 Management of complaints.
 The product’s price, quality, cost, and productivity.
 Personal characteristics of the supplier, such as etiquette and friendliness.
 The willingness of the supplier to handle the entire consumer life cycle.
 Functions and operations those are compatible and easy to use. (Management Study
Guide)

1.2 Introduction to the industry:

 As Indians continue to feast, the fast-food industry is booming. The Food sector has been
witnessing a marked change in consumption patterns, particularly in terms of food, fueled
by what can be described as a perfect ingredient for any industry – high disposable
incomes. Since they all see tremendous potential in India, a growing number of foreign
fast-food chains are flocking to the country. In urban areas, the huge upwardly mobile
population tends to eat out more often for business or pleasure. The well-known Indian
chains like Nirulas are among the numerous players operating in India. Aside from these,
it appears that some of the most well-known multinational food chains are eyeing India.
Sbarro, Burger King, KFC, Dunkin Donuts, and Subway, to name a few, are among
them. At the moment, all of these players are vying for a small piece of the pie, as Indians
are not big fans of fast food, but they see a lot of promise.
 The players are battling it out over goods, pricing, and positioning, all in the hopes of
converting their first Trial purchases into daily purchases by offering excellent service.
The emphasis is on product consistency and taste standardization. The secret to success is

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 consistency, as well as standardization. When it comes to fast food, the customer is
pressed for time and needs a consistent taste experience.
 Aside from that, each player has its consumer expansion strategy.
 - Some argue that price isn't a deciding factor because fast food isn't a single diet among
Indians and therefore isn't a price-sensitive market.
 - Others are competing on the remarkably diverse positioning, given the market's limited
size.
 - For the most part, it seems that targeting children is the best approach.
 - Advertising is well-liked.
 However, as competition heats up, most chains are expanding their scope and attempting
to develop a national presence.
 · The fast-food industry of India is experiencing phenomenal growth and is one among
the fastest-growing sectors within the country, with the compounded annual growth rates
of the market crossing 25%. Further, on the rear of adjusting and busy lifestyles, fast
emerging middle-class population, and surging income, the industry will still grow at a
pace in coming years. It now accounts for roughly half of all restaurant revenues within
the developed countries and continues to expand there and in many other industrial
countries within the coming years. But some of the most rapid growth is occurring in the
developing world; where it’s radically changing the pattern-people eat. People buy
nutriment because it’s cheap, easy to organize, and heavily promoted. This paper aims at
providing information about the fast-food industry, its trend, the reason for its emergence,
and several other factors that are responsible for its growth.

1.3 Introduction to the company:

1.3.1 Domino’s:
 Thomas Monaghan created the Domino's brand in the United States of America in 1960.
Since then, the company has grown into a global network of over 8,500 pizza restaurants
in over 60 countries, with over 2,000 franchisees. Domino's Pizza has built a
straightforward business model based on delivering high-quality pizzas on time
throughout its 49-years of existence. Domino's Pizza, Inc. went public in 2004 and is now
traded on the New York stock market.

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 Domino's Pizza India Ltd. was founded in March 1995 as the master franchisee of
Domino's Pizza International Inc. of the United States of America in India and Nepal.
Furthermore, through its wholly-owned subsidiary, the firm owns the master franchise
rights for Sri Lanka and Bangladesh. Pizza from Domino's There are 274 stores in India.
In 55 towns, 20 states, and the United States Territories (as of 31st august 2009).
Dominos is the largest pizza chain in India and the fastest growing global fast-food chain
in terms of store count between 2006-2007 and 2008-2009, according to the India retail
report 2009.
 Domino’s Pizza opened its first international store in Winnipeg, Canada on May 13,
1983. In the same year, Domino's opened its 1,000th store worldwide, and by 1995, the
company had a total of 1,000 stores worldwide. Tom Monaghan, the founder of Domino's
Pizza, declared his retirement in 1998, selling 93 percent of the company to Bain Capital
Inc. for around $1 billion and ceasing to be active in day-to-day operations. David A.
Brandon was appointed as Chairman and Chief Executive Officer of the company a year
later.
 Domino's pizza is actively working to create items that are tailored to the preferences of
its customers, delighting them in the process. Domino's is a firm believer in the 'think
global, act local' approach.
 As a result, Domino's Pizza has consistently innovated with delectable new items such as
crusts, toppings, and flavors that appeal to Indian palates. Furthermore, dominos' slogan
has been to provide customers with high-quality, low-cost goods.
 Consumers have responded positively to initiatives such as fun meals and pizza mania.
Since 2008, the company has expanded its menu to include Oven Baked Sandwiches and
Bread Bowl Pasta, as well as its Inspired New Pizza, a regular update to its core hand-
tossed product, renew from the crust up with sauce, cheese, and garlic-seasoned crust.
 Domino's vision is centered on "exceptional people on a quest to be the best pizza
delivery business in the world," dedicated to "bringing fun and excitement to our
customers' lives by delivering pizzas to their doorstep in 30 minutes or less," and all of
the company's strategies are geared toward fulfilling this promise to its vast and ever-
growing customer base. Domino's is continually striving to cater to its customers'
preferences to achieve the WOW effect (good factor). Domino's is committed to its

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 "Think local, act regional" strategy. As a result, Domino's has become more suited to the
tastes of the locals, and the Indian market has embraced it.

1.3.2 Pizza Hut:

 Pizza Hut, a Yum! brands affiliate, is the biggest pizza company in the world. Pan Pizza,
Thin ‘N Crispy Pizza, Hand-Tossed Style Pizza, and Stuffed Crust Pizza are only a few
of the pizzas available. Pizza Hut was founded 55 years ago in Wichita, Kansas, and is
now a globally recognized brand that serves more pizza, pasta, and wings than any other
restaurant. Co. is a true pioneer in the pizza industry, having been the first to bring Pan
Pizza to America and the first to sell it online.
 Pizza Hut has over 13,300 restaurants in 88 countries, including over 7,800 in the United
States and over 5,500 outside the United States, as of January 1, 2014. This does not
include the Yum! China and India divisions. The strong Pizza Hut Red Roof icon is being
used to accelerate the growth of Delivery, Express, and Dine-In networks all over the
world.
 The company began building delivery carryout units in 1988, and it is now its fastest-
growing division. With Delivery, Co.'s plan is to use its existing scope to quickly extend
the brand in both developed and emerging markets. In the United States, for example, in
the last three years, Pizza Hut has opened more than 600 new “Delco” stores specializing
in delivery and carry-out.
 The company's Express division, which can be found in shopping malls, large department
outlets, travel centers, and military bases, is a big leader in the United States, and it is
spreading internationally. Dine-in has always been a big part of Co.'s business. Pizza Hut
restaurants with a "Pizza and More" menu plan are being established in a number of
international markets.
 In the United States, Pizza Hut has launched a new sub-brand called Wing Street, making
it the first major American chain to offer wings, sides, and complete chicken dinners. In
1996, Pizza Hut opened its first Indian location in Bangalore. With a phenomenal average
growth rate of more than 40%, it has amassed a dominant and substantial share of the
pizza market since then.

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  Pizza Hut does not offer any of the pizzas that it does in other countries in India. Rather,
it customized its menu to meet the needs of Indian customers. A menu that has
continuously developed and expanded to appeal to the evolving needs and diverse tastes
of customers in various parts of the world has been a key factor in Pizza Hut's success.
Pizza Hut has clearly defined itself as a brand with an Indian heart by understanding the
pulse of its customers in India. In addition to a wide variety of vegetarian pizzas, it was
the first pizza chain in India to open a 100 percent vegetarian restaurant in Surat,
followed by Ahmedabad and Chowpatty.

1.4 Justification of the topic:

The aim of this research is to explore consumers' overall behavior towards fast-food chains.
More specifically, the purpose here is to identify the key factors that influence these consumers'
preference of Domino’s and Pizza hut brands of fast-food restaurants. According to market
researches and surveys, Indians have become the major customers of Pizza. Two of the best
brands which hold the highest market shares, are Domino's and Pizza Hut. The main purpose of
the study is to look at the consumer's satisfaction towards the pizza outlets. This study is both
descriptive as well as analytical with an objective to examine the purchase preference of
consumers on Pizza. The statistics are computed from the survey using a well-structured
questionnaire to extract the options of the customers. This study finds the comparison between
Domino's and Pizza Hut consumers towards their preference, liking of services, and
affordability. This study is useful to entice further strategies for improving customer satisfaction
towards the particular pizza outlet. Moreover, it will enable pizza manufactures also to improve
their products based upon the preference of the customers.

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CHAPTER 2
REVIEWOF LITERATURE

2.1 International Reviews

2.1 National Reviews

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2.1 International Reviews:

1. R.Raffio in his studytitled: “Domino's pizza”, he discovered that Domino's is now the
country's second-largest chain, estimated at over $ 200 million and with S 400 million in
revenue. It has experienced remarkable growth, with 1000 units added to the now 1200-
unit chain in the last five years. As a result, according to the report, Domino's has been
successful in overcoming adversity and establishing a profitable company. It also looks at
how the pizza chain operates today, its policies and development plan, and whether the
fast-food chain will go public in the immediate future. (RAFFIO, 2007)

2. M. Pratscher in the article titled: “Can Domino’s dominate the pizza market”? He
discovered that there was widespread diversification in the fast-food industry. The most
successful and fastest-growing food service segment is Domino's pizza, but takeout and
delivery sales in general are expected to triple over the next decade. Domino's popularity
can be attributed to a number of factors, including a robust training program and reward
awards, which is why the fast-food industry has so much potential. (PRATSCHER.M,
2010)

3. MinniJaitly in his studytitled: “Current trends in the foodservice sector in the Indian
subcontinent”. According to the article, India has a diverse culture as well as its own
distinct culinary tastes. Despite the fact that Indian culture is largely associated with the
prominent use of a few main ingredients and spices, there are regional, cultural, and
climate variations. India is quickly emerging as a major consumer goods and processed
food market. according to the article India has diversified culture and its own unique food

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 preferences. Although Indian culture is largely associated with the pronounced use of
some key ingredients and spices, differences in region, culture, climate. India is rapidly
becoming a key market for consumer goods and processed foods. India is a great market
for prepared foods because of its busy lifestyle, increased awareness, and desire to
emulate the West. Most fast-food restaurants, such as Pizza Hut, McDonald's, Domino's
Pizza, KFC, among others Food processing has been designated as a major thrust field by
the government, which recognizes the industry's potential. This ensures that the
government would have subsidies as well as significant tax benefits. However, in order to
effectively combine Western trends with Indian flavors, it is essential to first understand
the common influences and main flavors of Indian cuisine. (JAITLY, 2010)

4. In an article done by Tse and Wilton they have mentioned that satisfaction is described
as a consumer's response to an assessment of the perceived difference between prior
expectations and actual product performance as perceived after consumption. (WILTON,
1998)

5. Suprenantin his article stated that satisfaction Leads to Desirable Outcomes, such as
repeat purchases, adoption of other goods in the line, brand loyalty, store patronage, and,
eventually, higher sales and increased profit share. (SURPRENANT, 1977)

6. Sepannen, etal., in their article mentioned that customers want a higher-quality product
or service that is also easier to use or use and has lower prices than ever before. Internal
performance, productivity, adaptability, and customer support can all be improved by
enhancing a company's or organization' operations. (SEPANNEN, 2004)

7. Evellyne, Elisante& Reuben in their article found that customer satisfaction is largely
determined by the pace at which services are delivered, as well as the responsiveness and
courteousness of the company's employees. (EVELLYNE, 2009)

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8. Smith Marshal Customers' expectations of how well the organization performs on key
performance metrics and aspects of the business are measured by customer satisfaction.
Services promptness, staff responsiveness, and knowing the customer's problem are
common examples. (MARSHAL, 2000)

9. Biehal and Stephens Hawkins in their study titled: “Liking towards the brand itself
can influence liking for the brand” stated that whether consumers like or dislike the
product does not necessarily lead to brand acceptance or rejection. So, even though
consumers may like the product that they see, it does not necessarily mean that they will
go out and buy the brand. Usually, the consumer uses their attitude towards the product in
brand choice equaled that of attitude towards the brands. (HAWKINS, 1992)

10. KELLY WHITNEYin his study stated that customer advocacy and customer satisfaction
the typical measurements around customer satisfaction of service delivery are customer
advocacy or customer loyalty is typically very different and there are questions around
willingness to repurchase and willingness to recommend you to others. You can make a
customer satisfaction, but they will really recommend you to others, and will they really
repurchase from you again unless you ask these questions, you won't know. There is
nothing like the voice of customers. (WHITNEY, 2006)

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2.1 National Reviews:

1. Anita Goyal and N.P Singh in their study“titled: “Consumer perception about Fast
food in India” he noted that the majority of India's young generation prefers fast food
outlets for fun and variety because they place the highest importance on taste and quality.
So, according to the post, the Indian young generation prefers homemade goods and is
also hygienic conscious, which is why they prefer homemade things but only go to
Domino's for a fun outing. (ANITA GOYAL, 2007)

2. Jagwinder Singh and B.B Goyal in their study titled: “Comparative analysis of rural
& urban Indian consumer’s attitude towards foreign products”,they discovered that
rural consumers were more fascinated by foreign products than urban consumers because
rural people believe that foreign products are of high quality, a sign of prestige, and a
large range of models they found, while urban people are very price conscious and only
make decisions after evaluating the product. According to the article, Indian producers
will face a significant threat from foreign brands in the future, especially in the consumer
durables category, since India is one of the world's most promising and fastest growing
economies, with a large rural population. (SINGH, 2008)

3. Ali Nasir,Mirza Ashfaq Ahmed, Iram Nazir, Huma Zafar, Zahra Zahid in their
studystated that price, atmosphere, outstanding employee service, and security services
are often sought by those who go to a restaurant for a family celebration. There's a chance

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 that customers who go to restaurants for family celebrations will overlook the high prices
because they want high quality. Consumers who go to restaurants because there is no one
to cook at home or because they are far away from home will always seek the lowest
price, sacrificing outstanding protection, service, and food quality. Since they are
business people and high quality is important to them, customers who attend family
celebrations would place a higher value on quality and the environment than on
price.(ALI NASIR, 2014)

4. Vidya, B. etc., in their study titled “Fast-food consumption pattern and obesity” found
that taste and time factors, watching television while consuming junk foods,
advertisements regarding junk foods over the televisions, and the parents themselves
getting these junk foods are some of the factors related to junk food consumption.
Customer satisfaction is a term used to describe people's personal feelings about foods
and services in the fast-food industry, and it is regarded as one of the most critical aspects
of the industry. (VIDYA, 2015)

5. Salami and C.G.E. Ajobo in their studytitled “Consumer perception about fast-food
restaurants” found that customers patronize fast-food for the change and not because of
nutritional value and fast-food is not yet perceived as a clear alternative to homemade
cooking. They also discovered that the type of food and its consistency are the most
important factors in assessing customer loyalty and satisfaction with a particular
restaurant. They also say that tangible items in restaurants improve the dining experience.
(AJOBO, 2012)

6. Goyal and N.P. Singh in their study stated thatage, gender, variety, price, delivery,
convenience, venue, cleanliness, nutritional value, consistency, taste, service, and seating
capacity are some of the factors that influence fast food consumption.(SINGH, 2007)

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7. Deivanai.Pin the study titled “Consumer Behavior towards fast-food products with
reference to Domino’s”suggested that the pizza manufactures should increase the
vegetables and energetic content mixes considering the health point of view. Also,
mentioned that the company has been offering various services with high-quality foods in
order to increase the number of customers by meeting their needs and demands in line
with current fast-food market trends and demand. Customer satisfaction is an important
goal of corporate marketing campaigns, since high levels of satisfaction can contribute to
high levels of customer loyalty. (DEIVANAI.P, 2013)

8. Kinnarry Thakkar and Mrunmayee R.Thatte in their study they selected two fast-
food outlets. The factors like variety, quality etc., are considered and found that price of
the items affect frequency of visit to maximum extent.(R.THATTE, 2014)

9. Yesodha Devi N &, Kanchana V.S. in their study titled “A study on consumer
preference and satisfaction towards restaurants” in which they examined that Quality &
Taste are the two major factors to select a restaurant. Customers are more discerning and
demanding and they always want to experiment with the money they spend, they also
found that the Indian restaurant industry has come of age by diversifying its services and
is trying to cater to the Indian taste buds and is staying in competitive arena amongst
international giants and is able to provide better services to the customers.(V.S., 2009)

10. SARINGAPANI in the study stated that it is a proven fact that cost of retaining customer
is much lower than acquiring a new one and CRM helps the industry not only building
relationship but also financial returns. (SARINGAPANI, 2006)

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CHAPTER 3

RESEARCH METHODOLOGY

3.1 Objective of the study

3.2 Research Hypothesis
3.3 Scope of the study
3.4 Research Design

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 3.5 Limitation of the study

3.1 OBJECTIVES OF THE STUDY:

 Primary objective

1. To study customer satisfaction towards fast-food outlets (with reference to Domino’s and
Pizza Hut).

 Secondary objective

1. To study the factors considered by customers at the time of selecting the fast-food outlet
(concerning Domino’s and Pizza Hut).
2. To find out which factors are more preferred by the customers while selecting the pizza
outlets.
3. To know the customer satisfaction in pricing factor while selecting the fast-food outlet.

3.2 Research Hypothesis:

Ho: The two attributes, price and selection of fast-food outlet are independent.

H1: The two attributes, price and selection of fast-food outlet are dependent.

3.3 Scope of the study:

The scope of the study is limited to the Bhopal city.This study is mainly confined to the customer
satisfaction only. Scope of the study is to find which fast-food chain among Domino’s and Pizza
Hut is more preferred by the consumer and also preferred on which factor. For the purpose of the

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study descriptive research is used, where the data is collected by using both primary and
secondary sources. This study will help the pizza manufactures to learn about customer
satisfaction levels in terms of price, quality and other factors. As a result, the findings will help
the service providers to concentrate on these factors in order to close consumer mentality gaps.

3.4 Research Design:

• Geographical area: Data will be collected from the people of Bhopal.

• Duration of study: 2 months.
• Sample size: 60 respondents.
• Sampling technique: CONVENIENCE SAMPLING. The convenience
sampling method has been used because the selection of units from the
population has been done based on easy or accessibility. The disadvantage
of convenience sampling is that the units that are easiest to obtain may not
be represented
• SAMPLIMG SELECTION: Inclusion criteria- people of age 13 and
above.
• DATA COLLECTION PROCEDURE: for this research study data will
be collected through questionnaire from approximately 60 respondents.
• DATA ANALYSIS PROCEDURE: Qualitative data will be used.
• DATA COLLECTION INSTRUMENT: Questionnaire will be
circulated among respondents through google forms.

3.4.1 Research Methodology:

 Primary data – structured questionnaire.

 Secondary data – literature review of research paper, online sites and articles.

3.5 LIMITATIONS OF STUDY

 I have considered Bhopal City for the study results may vary due to differences in culture
and eating habits in other parts of the state and region.

 The finding of the study was based on the assumptions that respondents have given
correct information.Information provided by respondents may be biased.

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  The final conclusion can be also affected by some of the extraneous variables.

CHAPTER 4
DATAREPRESENTATION AND ANALYSIS

4.1 Data representation and Interpretation

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4.2 Hypothesis Testing

4.1 Data representation and Analysis:

Q.1) Gender of Respondents?

Respondents No. of Respondents Percentage (%)

Male 26 43.3%
Female 34 56.7%
Table 4.1.1

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 Graph 4.1.1

Interpretation: In the survey there are 60 respondents out of which 26 are males and 34 are
females.

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Q.2) What is your age?

Respondents No. of respondents Percentage (%)

13-20 19 31.7
20-40 37 61.7%
40-60 3 5%
More than 60 1 1.7
Table 4.1.2

Graph 4.1.2

Interpretation: The majority of respondents are between the age of 20-40 accounting for
37(61.7%), people of 13-20 age group accounts for 19(31.7%), people between 40-60 age group
accounts 3(5%) and only 1(1.7) respondent belongs to more than 60 age group.

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Q.3) What is your occupation?

Options No. of respondents Percentage

Student 33 55%
House maker 10 16.7%
Business 7 11.7%
Service 10 16.7%
Table 4.1.3

Graph 4.1.3

Interpretation: Out of 60 respondents, 33(55%) are students, 10(16.7%) are house maker,
7(11.7%) are businessmen and remaining 10(16.7%) are servicemen.

23
Q.4) What is your current monthly income?

Options No. of respondents Percentage (%)

Nil 41 68.3%
Below 10k 4 6.7%
10k-20k 6 10%
20k-40k 5 8.3%
More than 40k 4 6.7%
Table 4.11.4

Graph 4.1.14

Interpretation: The monthly income of majority of respondents is Nil accounting for 41(68.35),
6(10%) respondents have monthly income between 10k-20k, 5(8.3%) respondents have monthly
income between 20k-40k, 4(6.7%) respondents have below 10k and other 4(6.7%) respondents
have more than 40k as their monthly income.

24
Q.5) Have you ever been to pizza outlet?

Options No. of respondents Percentage (%)

Yes 60 100%
No 0 0%
Table 4.1.5

Graph 4.1.5

Interpretation: From the above table it can be inferred that out of 60 respondents all have gone
to pizza outlets.

25
Q.6) Does accessibility matters in selecting the pizza outlet?

Options No. of respondents Percentage (%)

Yes 36 60%
No 24 40%
Table 4.1.6

Graph 4.1.6

Interpretation: Out of 60 respondents, for 36 (60%) respondents accessibility matters while

selecting the pizza outlets and for 24 (40%) respondents’ accessibility doesn’t matter while
choosing the pizza outlets.

26
Q.7) Does price matters in selecting the pizza outlet?

Options No. of respondents Percentage (%)

Yes 44 73.3%
No 16 26.7%
Table 4.1.7

Graph 4.1.7

Interpretation: Out of 60 respondents, 44(73.3%) respondents said that price doesn’t matter for
them while selecting the pizza outlet and rest 16(26.7%) respondents said that price do matters
for them while choosing the pizza outlet.

27
Q.8) Which pizza outlet you generally prefer to visit?

Options No. of respondents Percentage (%)

Domino’s 43 71.7%
Pizza Hut 17 28.3%
Table 4.1.8

Graph 4.1.8

Interpretation: From 60 respondents, 43(71.7%) respondents have selected Domino’s and

remaining 17(28.3%) have selected Pizza hut.

28
Q.9) On what basis would you generally prefer to visit this outlet?

1) It is pocket friendly.

Options No. of respondents

a) Strongly Agree 5
b) Agree 19
c) Neutral 11
d) Disagree 7
e) Strongly Disagree 1
Table 4.1.9.1

Interpretaton: Out of 43 respondents, 5 respondents are strongly agreed and 19 respondents are
agreed that Domino’s is pocket friendly. There are 19 respondents who are neutral on this. The
number of respondents who are disagreed and strongly agreed on this are 7 and 1 respectively.

2) It tastes good.

Options No. of respondents

a) Strongly Agree 13
b) Agree 28
c) Neutral 2
d) Disagree 0
e) Strongly Disagree 0
Table 4.1.9.2

Interpretation: Out of 43 respondents, 13 respondents are strongly agreed and 28 respondents

are agreed that Domino’s is tastier. There are 2 respondents who are neutral on this. The number
of respondents who are disagreed and strongly disagreed are 0.

3) It provides variety in menu.

29
Options No. of respondents
a) Strongly Agree 18
b) Agree 17
c) Neutral 6
d) Disagree 1
e) Strongly Disagree 1
Table 4.1.9.3

Interpretation: Out of 43 respondents, 18 respondents are strongly agreed and 17 respondents

are agreed that Domino’s provides variety in menu. There are 6 respondents who are neutral on
this. The number of respondents who are disagreed and strongly disagreed are 1 and 1
respectively.

4) It provides good customer services.

Options No. of respondents

a) Strongly Agree 7
b) Agree 26
c) Neutral 7
d) Disagree 2
e) Strongly Disagree 1
Table 4.1.9.4

Interpretation: Out of 43 respondents, 7 respondents are strongly agreed and 26 respondents are
agreed that Domino’s provides good customer services. There are 7 respondents who are neutral
on this. The number of respondents who are disagreed and strongly disagreed are 2 and 1
respectively.

5) The ambience is good.

Options No. of respondents

a) Strongly Agree 11
b) Agree 25

30
 c) Neutral 2
d) Disagree 5
e) Strongly Disagree 0
Table 4.1.9.5

Interpretation: Out of 43 respondents, 11 respondents are strongly agreed and 25 respondents

are agreed that Domino’s has good ambience. There are 2 respondents who are neutral on this.
The number of respondents who are disagreed and strongly disagreed are 5 and 0 respectively.

6) It gives more offers.

Options No. of respondents

a) Strongly Agree 24
b) Agree 18
c) Neutral 1
d) Disagree 0
e) Strongly Disagree 0
Table 4.1.9.6

Interpretation: Out of 43 respondents, 24 respondents are strongly agreed and 18 respondents

are agreed that Domino’s provides good customer services. There is 1 respondent who is neutral
on this. The number of respondents who are disagreed and strongly disagreed are 0 and 0
respectively.

7) It offers good quality food.

Options No. of respondents

a) Strongly Agree 16
b) Agree 21
c) Neutral 5
d) Disagree 0
e) Strongly Disagree 1
Table 4.1.9.3

31
Interpretation: Out of 43 respondents, 16 respondents are strongly agreed and 21 respondents
are agreed that Domino’s provides good quality food. There are 5 respondent who are neutral on
this. The number of respondents who are disagreed and strongly disagreed are 0 and 1
respectively.

Graph 4.1.9

32
Q.10) What time of a day you prefer to eat there?

Options No. of respondents Percentage (%)

Morning 0 0%
Afternoon 8 18.6%
Evening 32 74.4%
Night 3 7%
Table 4.1.10

Graph 4.1.10

33
Interpretation: From 43 respondents out of 60 who chooses Domino’s, 32 respondents prefer to
visit domino’s outlet in the evening, 8 respondents like to go in the afternoon and 3 respondents
prefer to go in the night.

34
Q.11) How frequently do you visit?

Options No. of respondents Percentage (%)

Daily 0 0%
Weekly 4 9.3%
Monthly 11 25.6%
Occasionally 28 65.1%
Table 4.1.11

Graph 4.1.11

Interpretation:From 43 respondents, majority of respondents visit Domino’s outlet occasionally

which accounts for 28(65.1%). The respondents who visit the outlet monthly accounts for
11(25.6%) and remaining 4(9.3%) respondents visit the outlet weekly.

35
Q.12) Do you face difficulties while placing an order?

Options No. of respondents Percentage (%)

Yes 2 4.7%
No 25 58.1%
Sometimes 16 37.2%
Table 4.1.12

Graph 4.1.12

Interpretation: From 43 respondents, 2(4.7%) respondents face difficulty while placing an

order, 16(37.2%) respondents sometimes face difficulties, and the remaining 25(58.1%)
respondents did not face any difficulty while placing an order.

36
Q.13) Does advertisement of Domino’s influence you to visit this outlet?

Options No. of respondents Percentage (%)

Yes 20 46.5%
No 23 53.5%
Table 4.1.13

Graph 4.1.13

Interpretation: Out of 43 respondents, 20(46.5%) respondents says yes that advertisement

influenced them to visit this outlet and the remaining 23(53.5%) says no that advertisement did
not influenced them to visit this outlet.

37
Q.14) How much money do you spend there?

Options No. of respondents Percentage (%)

0-200 8 18.6%
200-500 23 53.5%
More than 500 12 27.9%
Table 4.1.14

Graph 4.1.14

Interpretation:From 43 respondents, 8(18.6%) respondents spend money between 0-200,

12(27.9%) respondents spend more than 500 and the majority of the respondents which is
23(53.5%) spend money between 200-500.

38
Q.15) On scale of 1 to 5 rate the overall experience at Domino’s?

Options No. of respondents Percentage (%)

1 1 2.3%
2 3 7%
3 15 34.9%
4 19 44.2%
5 5 11.6%
Table 4.1.15

Graph 4.1.15

Interpretation: From 43 respondents, 19(44.2%) and 15(34.9%) respondents rate the overall
experience at Domino’s as 4 and 3 respectively on the scale of 1 to 5. While the remaining
5(11.6%), 3(7%) and 1(2.3%) respondent rate the over experience at Domino’s as 5, 2 and 1
respectively on the scale of 1 to 5.

39
Q.16) Would you recommend Domino’s to others?

Options No. of respondents Percentage (%)

Yes 39 90.7%
No 4 9.3%
Table 4.1.16

Graph 4.1.16

Interpretation: From 43 respondents, 39(90.7%) respondents says yes that they will recommend
Domino’s to others and rest 4(9.3%) respondents says no that they will not recommend
Domino’s to others.

40
Q.17) On what basis would you generally prefer to visit this outlet?

1) It is pocket friendly.

Options No. of respondents

a)Strongly Agree 1
b) Agree 3
a) Neutral 3
b) Disagree 8
c) Strongly Disagree 2
Table 4.1.117.1

Interpretation: Out of 17 respondents, 1 respondents are strongly agreed and 3 respondents are
agreed that Pizza Hut is pocket friendly. There are 3 respondents who are neutral on this. The
number of respondents who are disagreed and strongly agreed on this are 8 and 2 respectively.

2) It tastes good.

Options No. of respondents

a) Strongly Agree 2
b) Agree 14

41
 c) Neutral 1
d) Disagree 0
e) Strongly Disagree 0
Table 4.1.17.2

Interpretation: Out of 17 respondents, 2 respondents are strongly agreed and 14 respondents are
agreed that Pizza Hut is tastier. There is 1 respondent who is neutral on this. The number of
respondents who are disagreed and strongly disagreed are 0 and 0 respectively.

3) It provides variety in menu.

Options No. of respondents

a) Strongly Agree 2
b) Agree 8
c) Neutral 1
d) Disagree 6
e) Strongly Disagree 0
Table 4.1.117.3

Interpretation: Out of 17 respondents, 2 respondents are strongly agreed and 8 respondents are
agreed that Pizza Hut provides variety in menu. There is 1 respondent who is neutral on this. The
number of respondents who are disagreed and strongly disagreed are 6 and 0 respectively.

4) It provides good customer services.

Options No. of respondents

a) Strongly Agree 4
b) Agree 10
c) Neutral 1
d) Disagree 2
e) Strongly Disagree 0
Table 4.1.17.4

42
Interpretation: Out of 17 respondents, 4 respondents are strongly agreed and 10 respondents are
agreed that Pizza Hut provides good customer services. There is 1 respondent who is neutral on
this. The number of respondents who are disagreed and strongly disagreed are 2 and 0
respectively.

5) The ambience is good.

Options No. of respondents

a) Strongly Agree 6
b) Agree 8
c) Neutral 3
d) Disagree 0
e) Strongly Disagree 0
Table 4.1.17.5

Interpretation: Out of 17 respondents, 6 respondents are strongly agreed and 8 respondents are
agreed that Pizza Hut has good ambience. There are 3 respondents who are neutral on this. The
number of respondents who are disagreed and strongly disagreed are 0 and 0 respectively.

6) It gives more offers.

Options No. of respondents

a) Strongly Agree 1
b) Agree 8
c) Neutral 5
d) Disagree 3
e) Strongly Disagree 0
Table 4.1.17.6

Interpretaton: Out of 17 respondents, 1 respondents are strongly agreed and 8 respondents are
agreed that Pizza Hut give more offers. There is 5 respondent who are neutral on this. The
number of respondents who are disagreed and strongly disagreed are 3 and 0 respectively.

7) It offers good quality food.

43
Options No. of respondents
a) Strongly Agree 6
b) Agree 11
c) Neutral 0
d) Disagree 0
e) Strongly Disagree 0
Table 4.1.17.7

Interpretation: Out of 17 respondents, 6 respondents are strongly agreed and 11 respondents are
agreed that Pizza hut provides good quality food.There are 0 respondent who are neutral on this.
The number of respondents who are disagreed and strongly disagreed are 0 and 0 respectively.

Graph 4.17

44
Q.18) What time of a day you prefer to eat there?

Options No. of respondents Percentage (%)

Morning 0 0%
Afternoon 7 41.2%
Evening 8 47.1%
Night 2 11.8%
Table 4.1.18

45
 Graph 4.1.18

Interpretation: From 17 respondents, 8(47.1%) respondents prefer to visit Pizza Hut outlet in
the evening, 7(41.2%) respondents like to go in the afternoon and 2(11.8%) respondents prefer to
go in the night

Q.19) How frequently do you visit?

Options No. of respondents Percentage (%)

46
Daily 0 0%
Weekly 4 23.5%
Monthly 8 47.1%
Occasionally 5 29.4%
Table 4.1.19

Graph 4.1.19

Interpretation: From 17 respondents, majority of respondents visit Pizza Hut outlet

occasionally which accounts for 5(29.4%). The respondents who visit this outlet monthly
accounts for 8(47.1%) and remaining 4(23.5%) respondents visit this outlet weekly.

47
Q.20) Do you face difficulties while placing an order?

Options No. of respondents Percentage (%)

Yes 2 11.8%
No 12 70.6%
Sometimes 3 17.6%
Table 4.1.20

Graph 4.1.20

Interpretation: From 17 respondents, 2(11.8%) respondents face difficulty while placing an

order, 3(17.6%) respondents sometimes face difficulties, and the remaining 12(70.6%)
respondents did not face any difficulty while placing an order.

48
Q.21) Does advertisement of Domino’s influence you to visit this outlet?

Options No. of respondents Percentage (%)

Yes 10 58.8%
No 7 41.2%
Table 4.1.21

49
Graph 4.1.21

Interpretation: Out of 17 respondents, 10(58.8%) respondents says yes that advertisement

influenced them to visit this outlet and the remaining 7(41.2%) says no that advertisement did
not influenced them to visit this outlet.

50
Q.22) How much money do you spend there?

Options No. of respondents Percentage (%)

0-200 4 23.5%
200-500 7 41.2%
More than 500 6 35.3%
Table 4.1.22

Graph 4.1.22

Interpretation: From 17 respondents, 4(23.5%) respondents spend money between 0-200,

6(35.3%) respondents spend more than 500 and the majority of the respondents which is
7(41.2%) spend money between 200-500.

51
Q.23) On scale of 1 to 5 rate the overall experience at Domino’s?

Options No. of respondents Percentage (%)

1 0 0%
2 0 0%
3 5 29.4%
4 11 64.7%
5 1 5.9%
Table 4.1.23

Graph 4.1.23

Interpretation: From 17 respondents, 11(64.7%) and 5(29.4%) respondents rate the overall
experience at Pizza hut as 4 and 3 respectively on the scale of 1 to 5. While the remaining 1(5.9)
respondent rate the over experience at Pizza hut as 5.

52
Q.24) Would you recommend Pizza Hut to others?

Options No. of respondents Percentage (%)

Yes 16 94.1%
No 1 5.9%
Table 4.1.24

Graph 4.1.24

Interpretation: From 17 respondents, 16(94.1%) respondents says yes that they will recommend
Domino’s to others and rest 1(5.9%) respondents says no that they will not recommend
Domino’s to others.

53
4.2 Hypothesis Testing:

Q.7) Does price matters in selecting the Pizza outlets?

Respondents Yes % No % Total %

Male 20 76% 6 23 26 100%
Female 24 70% 10 30% 34 100%
Table 4.2.1

Ho: The two attributes, price and selection of fast-food outlet are independent.

H1: The two attributes, price and selection of fast-food outlet are dependent.

Respondents Yes No Total

Male 20 6 26
Female 24 10 34
Total 44 16 60
Table 4.2.2

Respondents Observed Expected (O-E)2 (O-E)2/E

(O) (E)
Male
Yes 20 (26*44)/60 = 0.88 0.0461
19.06
No 6 (26*16)/60 = 0.86 0.1240
6.93
Female
Yes 24 (34*44)/60 = 0.86 0.0344
24.93
No 10 (34*16)/60 = 0.88 0.0971
9.06
Total 0.3016
Table 4.2.3

54
Decision:

P = 0.05

d.f. = (r-1) (c-1)

= (2-1) (2-1)

=1

X2 0.05, 1 = 3.841>x2 = 0.3016

Since the table value X2 at 5% level of significance and 1degree of freedom which is 3.841. As
the calculated value of Chi square test is less than the expected value, the null hypothesis that the
two attributes, price and selection of fast-food outlet are independent is accepted.

55
Chapter 5

RESULTS AND DISCUSSIONS

5.1 Major Findings

5.2 Discussions and suggestions

5.3 Conclusion

56
5.1 Major Findings:

 There are 36 female respondents and 24 male respondents.

 In the study female are leading the sample and males showed less interest in participating
in the study.
 People in the 20-40 age group were found to visit pizza joints more often.
 On the occupation side, the number of students is more (33 person).
 It is found that 100% of respondents had gone to the pizza outlets, Domino’s or Pizza
Hut.
 36(60%) respondents said that accessibility matters while selecting the pizza outlet and
24(40%) respondents say that it doesn’t matter.
 44(73.3%) respondents said that price matters while choosing the pizza outlet and on the
other hand 16(26.7%) respondents say it doesn’t matter.
 In the survey out of 60 respondents 43 respondents like to eat at Domino’s and only 17
respondents like to eat at Pizza Hut because Domino’s is cheaper than Pizza hut.
 Due to the accessibility strategy and pricing strategy people prefer to eat more at
Domino’s.
 According to the survey, people think that Domino’s has better food quality than Pizza
Hut.
 Majority of the customers of both the houses spend money between 200-500.
 25 respondents of Dominos think that it has a good ambience out of 43 respondents while
only 8 respondents think that the ambience of pizza hut is good out of 17 respondents.
 Majority of the respondents of both houses did not face any problem while placing an
order.
 Most of the respondents of Domino’s prefer to visit the outlet occasionally while the
respondents of Pizza hut prefer to visit this outlet monthly.

57
  Respondents of both the houses prefer to visit these outlets in the evening.

5.2 Discussions and suggestions:

 There should be more varieties of food items on the menu so that people should have all
the things in one place.
 There should be more of a new variety of Pizzas on the menu to attract people.
 Both the houses should increase the number of their outlets so that it should be within
reach of people and people come easily.
 Both pizza houses (that is Domino’s and Pizza hut) should focus more on hygiene and
healthy food so that people like to come frequently.
 It is suggested that both the pizza houses should concentrate on the areas of ambience and
locational strategy.
 As a study shows that customers are not influenced by the advertisement of the outlet. So,
it is suggested that stores should design different innovative advertising campaigns and
should use more well-known celebrities as brand ambassadors to increase their sales or to
increase their market share.
 As the study shows that customers attract towards that outlet more which provides more
special offers, so it is suggested that stores should concentrate more on special offers but
no compromise in the quality of food.
 As the majority of customers visit the pizza outlets monthly or occasionally. So, it is
suggested that these outlets should give more offers and discounts to capture more
customers and retain loyal customers.
 They should maintain consistency in taste and quality of products.

5.3 Conclusion:

Fast food's popularity stemmed from changes in our lifestyles. Changing habits, the breakdown
of the joint family structure, an increase in the number of working women, and western presence

58
in urban areas are all contributing to the growth of the fast-food industry. Finally, the key
problem in all types of business sectors is determining market demand and needs. If keep
consumer satisfaction, that will increase more loyal consumers. As long as business companies
need to pay more attention to what consumers are thinking, what factors influence them
negatively, what factors we need to change. Consumer satisfaction is the part of marketing and
plays an important role in the market. Moreover, for measuring customer satisfaction, this study
was conducted and to examine the relationship between customer satisfaction to price, product
quality, locations, environment, and menu variety are the key determinants of consumer
satisfaction and demands in the purchase of fast-food chain industry. Also, companies that are
working in Fast-Food chain industries need to focus more on price, menu variety, employee
behavior.

After analyzing the responses to the survey, it has been determined that Domino's is favored over
Pizza Hut. It preserves continuity in taste and quality while also making more deals because it
provides high-quality food at reasonable prices. To summarize, we can conclude that Domino's is
increasing rapidly by pleasing its customers by offering quality and consistent service. On the
other hand, we can conclude that Pizza Hut must prioritize customer loyalty in order to maintain
existing customers and attract new ones. This level of customer satisfaction can only be achieved
if Pizza Hut retains its quality while still maintaining price control. We discovered that the
organization has adjusted to new business entrants and has managed to remain afloat solely due
to its consistency. But it is also concluded that if Pizza hut does not keep a focus on its quality
and prices, it might lose its customers and the market share.

59
References:

1. Research Methodology book by C.R. Kothari.

2. Advanced Statistics book by S.M. Shukla.
3. Statistical Methods by S.P. Gupta.

A study on consumer preference and satisfaction towards restaurants [Journal] / auth. V.S. YESODHA
DEVI N AND KANCHANA. - [s.l.] : Indian Journal of Marketing, 2009. - 2009 : Vol. 39.

A Study On Customer Satisfaction On Domino's [Report] / auth. SURPRENANT. - 1977.

A Study On Customer Satisfaction On Domino's [Report] / auth. WILTON TSE AND. - 1998.

A STUDY ON CUSTOMER SATISFACTION ON DOMINO'S [Report] / auth. EVELLYNE ELISANTE AND

REUBEN. - 2009.

A STUDY ON CUSTOMER SATISFACTION ON DOMINO'S [Report] / auth. SEPANNEN ETAL. - 2004.

Can domino's dominate the pizza market? [Report] / auth. PRATSCHER.M. - 2010.

Comparative analysis of rural and urban Indian consumer's attitude towards foreign products
[Report] / auth. SINGH JAGWINDER. - [s.l.] : JOURNAL OF STRATEGIC MARKETING, 2008.

Consumer behaviour towards fast food products with special reference to Domino's [Journal] / auth.
DEIVANAI.P. - [s.l.] : International Research Journal of Business and Management, 2013. - 1,June 2004 :
Vol. 5.

Consumer perception about fast-food in India [Report] / auth. ANITA GOYAL N.P SINGH. - [s.l.] : BRITISH
FOOD JOURNAL, 2007.

60
Consumer perception about fast-food in India [Journal] / auth. SINGH GOYAL AND N.P.. - [s.l.] : British
Food Journal, 2007. - Vol. 2.

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Journal of Management and Business Research, 2012. - 1,January2012 : Vol. 12.

Consumer perception of food franchise [Journal] / auth. R.THATTE KINNAEEY THAKKAR AND
MRUNMAYEE. - [s.l.] : International of Scientific and Research, 2014. - 3,March 2014 : Vol. 4.

Current trends in the foodservice sector in the Indian subcontinent [Report] / auth. JAITLY MINNI. -
[s.l.] : Midas food International, 2010.

Customer Satisfaction Towards Pizza hut [Report] / auth. MARSHAL SMITH. - 2000.

CUSTOMER SATISFACTION TOWARDS PIZZA HUT [Report] / auth. SARINGAPANI. - 2006.

CUSTOMER SATISFACTION TOWARDS PIZZA HUT [Report] / auth. WHITNEY KELLY. - 2006.

Domino's pizza [Report] / auth. RAFFIO R. - [s.l.] : RESTAURANT BUSINESS, 2007.

Fast-food consumption pattern and obesity [Journal] / auth. VIDYA. - [s.l.] : British food jounal, 2015. -
12,March 2015 : Vol. 2.

Impact of Different Determinants on Customer's Satisfaction level [Journal] / auth. ALI NASIR MIRZA
ASHFAQ AHMED, IRAM NAZIR, HUMA ZAFAR, ZAHRA ZAHID. - [s.l.] : International Journal of Business
and Management Invention, 2014. - 9,PP.32-40,(2014) : Vol. 3.

Liking towards the brand itself can influence liking for the brand [Report] / auth. HAWKINS BEST AND
CONEY. - 1992.

Predicting consumer patronage behaviour in the fast-food business [Report] / auth. IBRAHIM YASSER
AND VIGNALI, CLAUDIO. - [s.l.] : Innovative Marketing, 2005.

61
Annexure:

Questionnaire on Customer Satisfaction towards Fast-food Outlets (with reference to

Domino’s and Pizza Hut)

Gender

 Female
 Male
Age

 13-20
 20-40
 40-60
 More than 60
Q1) What is your occupation?

 Student
 House Maker
 Business
 Service
Q2) What is your current monthly income?

 Nil
 Below 10K
 10k-20k
 20k-40k
 More than 40k
Q3) Have you ever been to Pizza outlet?

 No
 Yes
Q4) Does accessibility matter in selecting the pizza outlet?

 Yes
62
  No
Q5) Does price matters in selecting the pizza outlet?

 Yes
 No
Q6) Which pizza outlet you generally prefer to visit?

 Domino's
 Pizza Hut

Following are the questions if the respondent selects Domino’s:

Q7) On what basis would you generally prefer to visit this outlet?

i. It is pocket friendly.
(a) Strongly Agree (b) Agree (c) Neutral (d) Disagree (e) Strongly Disagree.

ii. It tastes good.

(a) Strongly Agree (b) Agree (c) Neutral (d) Disagree (e) Strongly Disagree.

iii. It provides variety in menu.

(a) Strongly Agree (b) Agree (c) Neutral (d) Disagree (e) Strongly Disagree.

iv. It provides good customer services.

(a) Strongly Agree (b) Agree (c) Neutral (d) Disagree (e) Strongly Disagree.

v. The ambience is good.

(a) Strongly Agree (b) Agree (c) Neutral (d) Disagree (e) Strongly Disagree.

vi. It gives more offers.

(a) Strongly Agree (b) Agree (c) Neutral (d) Disagree (e) Strongly Disagree.

63
vii. It offers good quality food.
(a) Strongly Agree (b) Agree (c) Neutral (d) Disagree (e) Strongly Disagree.

Q8) What time of a day do you prefer to eat there?

 Morning
 Afternoon
 Evening
 Night
Q9) How frequently do you visit?

 Daily
 Weekly
 Monthly
 Occasionally
Q10) Do you face difficulties while placing an order?

 Yes
 No
 Sometimes
Q11) Does advertisement of Dominos influence you to visit this outlet?

 Yes
 No
Q12) How much money do you spend there?

 0-200
 200-500
 More than 500
Q13) On the scale of 1 to 5(1 being the lowest and 5 being the highest) rate the overall
experience at Domino's.

 Lowest 12345 Highest

Q14) Would you recommend Domino's to others?
64
  Yes
 No

Following are the questions if the respondent selects Pizza hut:

Q15) On what basis would you generally prefer to visit this outlet?

i. It is pocket friendly.
(b) Strongly Agree (b) Agree (c) Neutral (d) Disagree (e) Strongly Disagree.

ii. It tastes good.

(b) Strongly Agree (b) Agree (c) Neutral (d) Disagree (e) Strongly Disagree.

iii. It provides variety in menu.

(b) Strongly Agree (b) Agree (c) Neutral (d) Disagree (e) Strongly Disagree.

iv. It provides good customer services.

(b) Strongly Agree (b) Agree (c) Neutral (d) Disagree (e) Strongly Disagree.

v. The ambience is good.

(b) Strongly Agree (b) Agree (c) Neutral (d) Disagree (e) Strongly Disagree.

vi. It gives more offers.

(b) Strongly Agree (b) Agree (c) Neutral (d) Disagree (e) Strongly Disagree.

vii. It offers good quality food.

i. Strongly Agree (b) Agree (c) Neutral (d) Disagree (e) Strongly Disagree.

Q16) What time of a day do you prefer to eat there?

 Morning

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  Afternoon
 Evening
 Night
Q17) How frequently do you visit?

 Daily
 Weekly
 Monthly
 Occasionally
Q18) Do you face difficulties while placing an order?

 Yes
 No
 Sometimes
Q19) Does advertisement of Pizza Hut influence you to visit this outlet?

 Yes
 No
Q20) How much money do you spend there?

 0-200
 200-500
 More than 500
Q21) On the scale of 1 to 5(1 being the lowest and 5 being the highest) rate the overall
experience at Pizza Hut.

 Lowest 12345 Highest

Q22) Would you recommend Pizza Hut to others?

 Yes
 No

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