Title of the Project Report

STUDY OF CONSUMER BEHAVIOUR TOWARDS DOMINOS AND

PIZZA HUT, KOLKATA

Submitted by:

NAME OF THE CANDIDATE : ABHIJIT MONDAL.

REGISTRATION NO. : 313-1111-0978-18
ROLL NO. : 181313-21-0002
NAME OF COLLEGE : GURUDAS COLLEGE.

Supervised by:

NAME OF THE SUPERVISOR : Sumana Lama.

NAME OF COLLEGE : GURUDAS COLLEGE.

Month and Year of Submission : JULY, 2021

1
Annexure: I

SUPERVISOR’S CERTIFICATE

This is to certify that ABHIJIT MONDAL, a student of B.Com. 6 SEM Honours in Accounting of
GURUDAS COLLEGE under the University of Calcutta has worked under supervision and guidance for this
project work and prepared a project report with the title STUDY OF CONSUMER BEHAVIOUR
TOWARDS DOMINOS AND PIZZA HUT PIZZA HUT PIZZAS. The Project report, which he is
submitting, in his genuine and original work to the best of my knowledge.

__________________________________
Signature
Name:
Designation:
Name of the College:

Annexure: II

STUDENT’S DECLRATION

I hereby declare that the project work with the title STUDY OF CONSUMER BEHAVIOUR
TOWARDS DOMINOS AND PIZZA HUT PIZZA has been submitted by me for the partial fulfilment of
the degree of 6 SEM Honours in Accounting under the University of Calcutta is my original work and has
been submitted earlier to any University for the fulfilment for the requirement for any course of study.

I also declare that no chapter of this manuscript is whole or in any part has been used for this report has been
duly acknowledge providing details of such literature in the references.

Place:
Date : ------------------------------------
Signature

Name:
Address:
Registration No.
Roll No.

2
 ACKNOWLEDGEMENT

Survey is an excellent tool of learning and exploration. No classroom routine

can substitute which is possible while working in real situation. Application of
theoretical knowledge to practical situation is the bonanzas of the survey.

Without proper combination of inspection and perspiration, it’s not easy to

achieve to anything. There is always a sense of gratitude, which we express to
others for the help and needy services they render during the different phases of
lives. I really wish to express my gratitude towards as those who have been
helpful to me directly or indirectly during the development of this project.

I would like to thank my professor Sumana Lama who was there to help and
guide me whenever I needed any help. I am thankful to her for his encouraging
and valuable support. Working under the team was an extremely knowledgeable
and enriching experience for me. I am very thankful to her for all the value
addition and enhancement done to me.

No words can adequately express my overriding debt of gratitude to my

parents whose support helps me in all the way.

Abhijit mondal.

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 INDEX
TABLE OF CONTENTS:

SL. NO. CONTENTS PAGE NO.

1 INTRODUCTION 5-9
1.1 Background 5
1.2 Justification 6

1.3 Objectives 6

1.4 Brief review of literature 7

1.5 Research methodology 8

1.6 Limitations 9
2 CONCEPTUAL FRAMEWORK 10-12
2.1 Definition of consumer behaviour 10
2.2 Two models of consumer behaviour 10-11

2.3 Importance of consumer behaviour 12

3 NATIONAL AND INTERNATIONAL SCENARIO 12-27
3.1 About Pizza 12-14
3.2 Pizza hut 14-19

3.3 Dominos 20-26

3.4 Annual sales figure of Dominos and Pizza hut 27-29

4 PRESENTATION OF DATA ANALYSIS AND FINDINGS 30-35

4.1 Analysis of the study 30-34

4.2 Findings 34-35

5 CONSLUSION 36
5.1 Conclusion 36

5.2 Recommendation and suggestion 36

6 BIBLIOGRAPHY 37
7 ANNEXURE-QUESTIONARRIES 38

4
 INTRODUCTION

BACKGROUND

From early millennium onwards, marketers have to deal with an emerging new consumer.
Of course, the new consumers are not necessarily ‘new’ in the absolute sense; they differ
from the old consumer in terms of their expectations, values and patterns of their behaviour.
As the result, the challenge before the marketer is to have a high degree of understanding of
the consumers’ motivations and channelize all marketing effects to clearly satisfy their
‘specific needs’.

According to Sheth and Mittal, ‘Customer behaviour is the mental and the physical
activities undertaken by household and business customers that results in decision and action
to pay for, purchase and use products and services’. (Jagdish N.Sheth, Banwari, Mittal,
2003).

Consumer belabour is defined as the behaviour that consumers display in searching for,
purchasing, using, evaluating and disposing of products and services that they expect will
satisfy their needs (L.G. Schiffmam L.L. Kanuk, 2005)

All marketing starts with the consumer. So consumer is a very important person to a
marketer. Consumer decides what to purchase, from whom to purchase, why to purchase,
from where to purchase, how much to purchase, in order to become a successful marketer, he
or she must know the liking or disliking of the customers. He must also know the time and
quality of goods and service according to the liking of the consumers. Gone are days when
the concept of market was let the buyer’s beware or when the market was mainly the sellers’
market.

As consumer, we play a very vital role in the health of the economy local, national or
international. The decision we make concerning behaviour effect the demand for the basic
raw materials, for the transportation, for the banking, for the production; they effect the
employment workers and development of resources and success of some industries and
failures of others.

5
 JUSTIFICATION

As learning is a human is a human activity and is as natural, as breathing. Despite of the fact that learning
is all pervasive in our lives, psychologists do not agree on how learning takes place. Now individuals learn is
a matter of interest to marketers. They want consumers to teach consumers in their roles as their roles as
consumers. They want consumers to learn about their product. Product attribute, potential consumers benefit,
how to use, maintain or even dispose of the product and new ways of behaving that will satisfy not only the
consumer’s needs, but the marketer’s objectives. The scope of my study restricts itself of he analysis of
consumer preference, perception and consumption of Dominos and Pizza Hut Pizzas. There are many other
brands of pizzas available but my study is limited to two major players of Pizzas leaving behind the others.

In this research I have surveyed the product performance and buying behaviour of two famous brands of
pizzas- Dominos and Pizza Hut, which are consumed by the all people of all ages. During this research I have
interacted with people of “Kolkata”. After this research I have come to know how people perceives these
products on the variables like price, quality, advertisement, satisfaction, taste, loyalty etc. I also came to know
which particular brand of pizza is most preferred by people of different age groups. In this research I have
surveyed that how frequently and how much Pizza they consume, whether they buy, small, big, or family
pack. Trend of ongoing changes in their likings has been shown in this report. In this report I have tried to
explain the entire research and facts product wise.

This research might help me to do same kind of study in my professional life.

OBJECTIVE OF THE STUDY:

This project is based on the comparative study consumer behaviour towards Dominos and Pizza Hub
Pizzas. Objective of the study are:

 The Objective is to know about the customer satisfaction level associated with the product and the
customer preference level towards both the brands.

 To increase customer satisfaction and recapture the market share by fulfilling the customer needs.

 To study the factor affecting the consumption pattern.

 To determine the service of dominos and Pizza Hut ( After sale service and Home delivery )

 To get an idea about the approx annual sales figure of both the brands.

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BRIEF REVIEW OF LITERATURE:

 Consumer behaviour is defined as the behaviour that consumers display in

searching for, purchasing, using, evaluating and disposing of products and
services that they expect will satisfy their needs (L.G. Schiffman, L.L.
Kanuk,2005)

 According to Sheth and Mittal, “Customer behaviour is the mental and the
physical activities undertaken by household and business customers that
results in decision and action to pay for, purchase and use products and
services”. (Jagdish N. Sheth, Banwari Mittal, 2003).

 Consumer behaviour is often described as the way we make decision in

purchasing specific products. Factour such as economic, demographic,
psychological, and social influences have played a major role in influencing
our behaviour as consumers (Quester & Mc Carthy, 2001).

 According to American Marketing Association(AMA), consumer behaviour

is defined as “the dynamic interaction of affect and cognition, behaviour, and
environmental events by which human beings conduct exchange aspects of
their lives” (According to American Marketing Association, 2006)

 “The study of individuals, group, or organizations and the processes they use
to select, secure, use, and dispose of product, or idea to satisfy needs and the
impacts that these process have on the consumer and Society” (Hawkins,
Best, Convey & Koch,2004).

7
RESEARCH METHODOLOGY :

This chapter describes the methodology of the study. This project is based on information
collected from primary sources. After the detailed study, an attempt has been made to present
comprehensive analysis of consumption of dominos and pizza hut Pizza’s consumed by the
people. The data had been used to cover various aspects like consumption, consumer’s
satisfaction regarding Pizza hut and dominos pizzas. In collecting requisite data and
information regarding the topic selected. I went to the residents of Kolkata and collected data.

Survey design:
The study is a cross sectional study because the data were collected at a single point of
time. For the purpose of present study a related population was selected on the basis of
convenience.

Sample Size and Design:

A sample of 40 people was taken on the basis of convenience. The actual consumers were
contracted on the basis of random sampling. I survey to Agnibha Majumder, Kaustav Basu,
Prabir Sarkar, Rumpa Sarkar and others. At the relevant time I will submit the respective
copies if necessary.

Sample Unit:
Target-50, Response -42, Percentage-84%

Research period:
Research work is carried for 2 to 3 weeks

Research Instrument:
The work is carried out through self-administered questionnaires. The questions include
were open ended, dichotomous and offered multiple choices.

Data collection:

This data is collected for the purpose of study, is divided into two bases:
 Primary sources- The Primary data comprises information survey of “Comparative study
of consumer behaviour towards Dominos and Pizza Hut Pizzas”. The data has been
collected directly from respondent with the help of structured questionnaires.
 Secondary sources- The Secondary data was collected from internet, references from
library.
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Data Analysis :

The data is analyzed on the basis of suitable tables by using mathematical techniques. The
technique that I have used is bar technique.

LIMITATIONS OF THE STUDY :

In attempt to make this project authentic and reliable, every possible

aspect of the topic was kept in mind. Nevertheless, despite of fact
constraints were at play during the formulating of this project. The main
limitations are as follows:

 Due to limitation of time only few people were selected for the study.
So the sample of consumers was not enough to generalize the
findings of the study.

 The main source of data for the study was the primary data with the
help of self –administered questionnaires. Hence, the chance of
unbiased information is less.

 People were hesitant to disclose the true facts.

 The chance of biased response can’t be eliminated though all

necessary steps were taken to avoid the same.

 There is many other various kind of Pizza Company; therefore I

couldn’t make an all over analysis in my project during this period.

9
 CONCEPTUAL FRAME WORK
CONSUMER BEHAVIOUR

Consumer behaviour is defined as the behaviour that consumer display in searching for,
purchasing, using, evaluating and disposing of products and services that they expect will
satisfy their needs (L.G. Schiffman, L.L Kanuk, 2005)
Consumer Behaviour is the study of individual, group, or organization and the use to select,
secure, use, and shipside of product, service, experience, or ideas to satisfy needs and the
impacts that these processes have on the consumer and the society. It attempts to understand
that decision-making processes of buyers, both individually and in groups such as how
emotions affect buying behaviour. It also tries to assess influence on the consumer from group
such as family, friends, sport, reference group, and society in general.

THE TWO MODELS OF CONSUMER BEHAVIOUR ARE:

The Howard Sheth theory:

It aims not only to explain consumer behaviour in terms of cognitive

Functioning but to provide an empirically testable depiction of such behaviour and its
outcomes
(Howard 1977)

Utilizing the learning theory thoroughly and systematically, John Howard came out with the
fristruly integrative model of buyer behaviour. He was the first to introduce the difference
between problem solving behaviour, limited problem solving and automatic response
behaviour.
Focusing on repeat buying, the model relies on four major components-stimulus inputs,
hypothetical constructs, response outputs and exogenous variables.
This is the three levels of decision making:

# Extensive problem solving

# Limited problem solving

# Reutilized response behaviour The model borrows from learning concepts to explain brand
choice behaviour over time as learning takes place and the buyer moves from exclusive to
reutilized problem solving behaviour. Four major components are involved (1) input variables,
(2) output variables (3) hypothetical constructs and (4) exogenous variables.

10
 (1) The Input variables: the input variables consist of informational cues about the attributes
of a product or brand (i.e. quality, price, distinctiveness, service and availability).
(2) Hypothetical Constructs: Hypothetical constructs have been classified in two groups-
perceptual constructs and learning constructs. The first deals with the way the individual
perceives and responds to the information from the input variables, accounting for
stimulus ambiguity and perceptual bias. The second deals with the stages from the buyer
motives to his satisfaction in a buying situation.
(3) Output variables : the five output variables in the right hand portion of the model are
buyer’s observable responses to stimulus inputs. They are arranged in order from
Attention to actual purchase. The purchase is the actual, overt act of buying and is the
sequential result of the attention (buyers total response to information intake), the brand
comprehension, brand attitude (referring to the evaluation of satisfying potential of the
brand ) and the buyer intention ( a variable statement made in the light of the above
externalizing factors that he preferred brand will be bought the next time the buying is
necessitated.

(4) Exogenous variables : the model includes some exogenous variables which are not
defined but are taken as constant. Some exogenous variables are importance of the
purchase, time at the disposal of the buyer, personality traits, financial status etc.
Limitations :
Too many variables, complex model
Variables in the model are not clearly defined.
Model cannot be generalized.
Sharp distinction between exogenous and other variables has not been made.

THE NICOSIA MODEL :

Fancesco M. Nicosia a leading Scholar in the field of consumer behaviour propounded a
comprehensive model in 1966 to analyses consumer’s behavioural process.
The model concentrates on the communication process that occurs between a brand and a
consumer. It uses a flow of events through different stages that are identified as fields.

# (1) Nicosia Field : 1. The first field represents the output of a commercial message in the
form of advertising or other communication tools and its effect on the consumer individual. 1
The field is the sum of two sub fields. Sub field on that represents the product’s attributes
and the brand communication efforts and sub field two with the consumers’ attributed and
represents the meaning he gives to the message which effects his reception of the message.
# (2) Nicosia Field 2 : The message in field one produces a certain attitude on the
individual that leads to the search and alternative evaluation phases in the decision process. If
from this process results a motivation to buy we can now advance to Nicosia Field three.

11
 #(3) Nicosia Field 3: Field three represents the transformation of the motivation into the
act of purchase or not purchase. This leads to a certain purchasing behaviour analysed in field
four.

# (4) Nicosia Field 4 : Field four deals with the use of the purchased item and how it
generates experience that will determine future behaviour towards the product.

NEED OF IMPORTANCE OF CONSUMER BEHAVIOUR

The modern marketing management tires to solve the basic problems of consumers in the
area of consumption. To survive in the market, a firm has to be constantly innovating and
understand the latest consumer needs and tastes. It will be extremely useful in exploiting
marketing opportunities and in meeting the challenges that the Indian market offers. Its is
important for the marketers to understand the buyer behaviour due to the following reasons.

# the study of consumer behaviour for any product is of vital importance to marketers in
shaping the fortunes of their organizations.

# It is significant for regulating consumption of goods and thereby minting economic

stability.
# It is useful in developing ways for the ore efficient utilisation of resources of marketing.
It also helps in solving marketing management problems in more effective manner.

NATIONAL AND INTERNATIONAL SCENARIO

History

The ancient Greeks covered their bread with oils, herbs and
Cheese. The Romans developed placenta cakes, a sheet of dough topped with cheese and
honey and flavored with bay leaves .
Modern pizza evolved from similar flatbread dishes in Naples, Italy in the 18 th or early 19th
century. Prior to that time, flatbread was often topped with ingredients such as garlic , salt ,
lard cheese and basil. It is uncertain when tomatoes were first added and there are many
conflicting claims. A popular contemporary legend holds that the archetypal pizza , pizza
Margherita, was invented in 1889, when the Royal palace of Capodimonte commissioned the
Neapolitan pizzaiolo (pizza marker) Raffaele Esposito to create a pizza in honour of the
visiting Queen Margherita. Of the three different pizzas he created , the queen strongly
preferred a pie swathed in the colours of the italalian flag: red (tomato), green(Basil), and white
(mozzarella). Supposedly, this kind of pizza was then named after the Queen as “pizza Margherita”, although
recent research casts doubt on this legend.
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Pizza was brought to the United States with Italian immigrants in the late nineteenth century and first appeared
in areas where Italian immigrants concentrated. The country’s first pizzeria, Lombardi’s, opened in 1905.
Following World War ii, veterans returning from the Italian Campaign after being introduced to Italy’s native
cuisine proved a ready market for pizza in particular. Since then pizza consumption has exploded in the
U.S.pizza chains such as Domino’s, Pizza Hut, and papa Jhon’s, pies from take and bake pizzerias and chilled
and frozen from supermarkets, make pizza readily available nationwide. It is so ubiquitous; thirteen percent
of the U.S. population consumes pizza on any given day.

Preparation

Pizza is prepared fresh, frozen, and as portion size slices or pieces. Methods have been developed to
overcome challenges such as preventing the sauce from combining with the dough and producing a crust
that can be frozen and reheated without becoming rigid. There are frozen pizzas with raw ingredients and
self- rising crusts.
Another form of uncooked pizzas is available from take and bake pizzerias. The pizza is assembled in the
store and then sold to bake in their own ovens. Some grocery stores sell fresh dough along with sauce and
basic ingredients to complete at home before baking in an oven.

Cooking

In restaurants, pizza can be baked in oven with stones and bricks above the heat source, an electric deck
oven, a conveyer belt oven or,in the case of more expensive restaurants, a wood- or coal fired brick oven.
On deck ovens, pizza can be slid into the oven on a long paddle, called a peel, and baked directly on the hot
bricks or baked on a screen. Prior to use, a peel may be sprinkled with cornmeal to allow pizza to easily
slide onto and off of it. When made at home, it can be baked on a pizza stone in a regular oven to reproduce
the effect of brick oven. Another option is grilled pizza, in which the crust is baked in a pan rather than
directly on the bricks of the pizza oven. The bottom of the pizza, called the “crust” may vary widely
according to style thin as typical hand tossed New York Style, or thick as in Chicago –style. It is
traditionally plain, but may also be seasoned with garlic orb herbs, or stuffed with cheese. The outer edge of
the pizza is sometimes referred to as the comic one. Often pizza dough contains sugar, both to help its yeast
rise and enhance browning of the crust.
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Cheese
The original pizza used only mozzarella, the highest quality ones buffalo mozzarella produced in the
surroundings of Naples. Today other cheeses have found their way onto quality pies, including, melting,
stretchiness, consistent fat and moisture content, and stable shelf life. The quest to create the Ideal and
economical pizza cheese has involved many studies and experiments analyzing the impact of vegetable oil,
manufacture. Processes, denatured whey production of pizza cheese was 2000000000 pounds in the U.S and
2000000000 pounds in Europe.

Toppings

Myriad toppings are used on pizzas, including, but not limited to:
1. Anchovy
2. Artichoke
3. Bacon
4. Bell pepper
5.Chili pepper

Pizza Hut is an American restaurant chain and international franchise, known for pizza and side dishes; it
is now corporately known as pizza hut, inc. and is a subsidiary of yum Brands, Inc. the world’s largest
restaurant company. In 2012 the company had more than 6000 pizza hut restaurants in United States, and had
more than 5139 store locations in 94 other countries and territories around the world.
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Concept
Pizza hut is split into several different restaurants formats; the original family style dine in locations; store
front delivery and carry out location’ and hybrid location; that offer carry out, delivery, and dine in options.
Many full-size pizza hut locations offer lunch buffet, with “all-you-can-eat” pizza, salad, bread sticks, and a
special pasta, additionally, Pizza hut also has a number of other business concepts that are different from
the store type’ Pizza Hut “Bistro” locations are “Red Roofs” which offer an expanded menu and slightly
more upscale options.New upscale concepts was unveiled in 2004, called “Pizza Hut Italian Bistro” unveiled
at fifty locations nationwide, the bistro is similar to traditional Pizza Hut, Except that new Italian dishes are
offered such as penne pasta, chicken pomoboro, toasted sandwiches and other foods. Instead of black,
white and red, Bistro locations feature a burgundy and tan motif. Pizza hut bistros still serve the chains
traditional pizzas side as well. I come cases pizza hut has replaced a red roof locations with the new
concept. “Pizza Hut Express” and “The Hut” locations are fast food restaurants. They offer a limited menu
with many products not found in traditional pizza huts. These types of stores are often paired in a
collocated location with a sibling brand such as a wing street, KFC OR Taco bell. And also found in college
campuses, food courts, them parks, bowling alleys, and in stores such as Target.

15
Vintage “Red Roof” locations, designed by architect Richard D.Burke, can be found throughout the United
States and Canada; several exist in the UK, Australia, and Mexico. In his book Orange Roofs, Golden Arches,
Phillip Langdon wrote that the Pizza hut “Red Roof” architecture “is something of a strange object –
considered outside the realm of significant architecture, yet swiftly reflecting shifts in popular taste and
unquestionably making an impact on daily life. These buildings rarely show up in architectural journals, yet
these have become some of the most numerous and conspicuous in the United States today.
Curbed.com reports, “Despite Pizza Hut’s decision to discontinue the form when they made the shift toward
delivery, there were still 6, 304 ‘traditional units’ standing as of 2004, each with the shingled roofs and
trapezoidal windows signifying equal parts suburban comfort and strip-mall anomie. “This building style was
common in the late 1960s and early 1970s. The name “Red Roof” is somewhat anachronistic now, since many
locations have brown roofs. Dozens of “Red Roofs” have closed or been relocated or rebuilt.
Many “red Roof” branches have beer if not a full bar, music from a jukebox, and sometimes an arcade. In the
mid 1980s, the company moved into other successful formats including delivery or carryout and the fast food
“Express” model.

History

Pizza Hut has founded in 1958 by two Wichita State University students, Frank and Dan Carney, as a single
location in Wichita, Kansas. The oldest continuously operating Pizza Hut in the world is in Manhattan, Kansas,
in a shopping and tavern district known as Aggie Ville near Kansas State University. The first Pizza Hut
restaurant east of the Mississippi was opened in Athens, Ohio in 1966 by Lawrence Berberick and Gary
Meyers.
Pizza Hut’s international presence includes Canada and Mexico in North America, India, Bangladesh, United
Kingdom, Costa Rica, Ecuador, Nicaragua, Pakistan, and its Southeast Asian presence includes Vietnam,
Thailand, Malaysia, Hong Kong, and Macau
Pizza Hut was one fo the first American franchises to open in Iraq.
The company recently announced a rebrand in rebrand in November 2014 to begin on November 19, 2014.
The rebrand is the result of an effort to increase sales, which have dropped in the last two years. The menu
will also be expanded to introduce various items such as crust flavors and eleven new specialty pies. Work
uniform for employees will also be refreshed.

Product

Pizza Hut experiments with new products frequently, discounting less successful ones. In North America pizza
hut his notably sold this “Stuffed Crust” Pizza, with outermost edge Wrapped in mozzarella cheese, “Hand
tossed”, more like traditional Pizzeria Crust, a Thin ‘n Crispy, a thin crisp doug which was pizza huts original
style; Dipping Strips Pizza, a pizza curt into small strips that can be dipped into a no. of sauces, and it’s largest
product, the Bigfoot Pizza.
The stuffed crust Pizza was introduced in 26, 1995. By the end of the year it had become one of the most
popular lines.
There are regional differences in the products and besses sold. The company has localized South East Asia
with baked rice dish called curry dazzle.
On May 9, 2008, Pizza Hut created and sold in seattle, Denver, and Dallas, “The Natural” featuring organic
ingredients. This was discontinued on October 27, 2009 in the Dallas Market.
Pizza Hut developed a pizza for the use as space food, which was delivered to the international space station
in 2001. It was Pizza Hut developed a pizza for the use as space food, which was delivered to the international
space station in 2001. It was 6 Inches in diameter to fit the stations oven. It was launched on a Soyuz and
successfully eaten by Yuri Usachov in orbit.

16
 Advertising
Pizza hut’s first ad in 1965 was “Putt Putt to the Pizza Hut”. It shows a man in a suit and a tie
apparently ordering take out and driving has 1965 Mustang JR to pizza hut while being chased
by townspeople who were chasing him start eating all the pizza except the man who ordered
it. Frustrated, he calls Pizza Hut again.
Until early 2007, Pizza Hut’s main advertising slogan was “Gather round the good stuff” and
was “Now you’re eating!” from 2008 to 2009. From 2009 to 2012, the advertising slogan was
“Your Favorites. You’re Pizza Hut”. The advertising slogan in currently “Make it great” an
updated version of the original “Makin’ it great” Slogan that was used from 1987 to 1983.
In 1997, former Soviet Union premier Mikhali Gorbachev starred in Pizza Hut commercial To
RAISE MONEY for the Perestroyka Archives. Pizza Hut paid for their logo to appear on a
Russian proton rocket in 2000, which laughed the Russian Zvezda module.

Book it!!

Pizza hut was a sponsor of the “Book it” reading incentive program for the children since the
program launched in 1984. Students who read books according to the goal set by the classroom
teacher, in any given month from October to March, are rewarded with pizza hut certificate
good for one free, one topping personal pan pizza. Some psychologists have criticized the
program that it may lead to over justification and lead to children’s intrinsic in reading.
However, a study of program found that participation in the program neither increased reading
motivation. The program’s 25th anniversary was in 2009. The “book it!” program in Australia
ceased In 2002 when Pizza Hut in Australia was removing its dine-in stories Australians opted
for take away pizza instead of dine-in.

17
18
 Franchise list of Pizza Hut at Kolkata

PHD Saltlake PHD Quest Mall

Shop D, Omega Building, Bengal PHD Quest Mall, Syed Mir Ali Avenue
Intelligent Park, Sector-5, Salt Lake Park Circus, Ballyging
Kolkata 033-40177990/40177991
033-40063101/033-40063110/033- 40177992/40177992/40177994/
23580984/033-2358098… 40177995/40177996/4017797
40177998

PHD South City Mall PHD Lake Town

PHD Third Floor, Prince Anwar Shah Road 336, Canal Street, Lake town,
South City Mall 033-40177990/40177991/
033-40653061/033-40653062/033- 40177992/40177993/40177994/
40653063/033-40653064/033-40653065 40177995/40177996/40177997
40177998/40177999

PHD Express Forum Mall

5th Floor, elgin road, Forum Mall

033-22814343/033-22814328/033-0
22814330/033-4001…

19
20
Domino’s is an American restaurant chain and international franchise pizza delivery
corporation headquartered at the Domino Farms Office Park (the campis being owned by
Domino’s Pizza co-founder Tom_Monaghan) in Ann arbor Charter_Towenship Michigan,
United States, near ann arbor_Michigan. Founded in 1960, Domino’s the second-largest pizza
chain in the United States (after Pizza Hut) and the largest worldwide, with more than 10,000
corporate and franchised stores in 70 countries. Domino’s Pizza was sold to Bain Capital in
1998 and went public in 2004.
He company logo originally had three dots, representing the three stores in 1965. Monaghan
planned to add a new dot with the addition of every new store. But this idea quickly faded, as
Domino’s experienced rapid growth. Domino’s Pizza opened its first franchise location in
1967 and by 1978 the company expanded to 200 stores. In 1975, Domino’s faced a lawsuit by
Amstar Corporation, the maker of Domino Sugar, alleging trademark infringement and unfair
competition. On May 2, 1980, the Fifth Circuit Court of Appeals in New Orleans found in
favor of Domino’s Pizza. His company logo originally had three dots, representing the three
stores in 1965. Monaghan planned to add a new dot with the addition of every new store, but
this idea quickly faded, as Domino’s experienced rapid growth. Domino’s Pizza opened its
first franchise location in 1967 and by 1978 the company expanded to 200 stores. In 1975,
Domino’s faced a lawsuit by Amstar Corporation, the maker of Domino Sugar, alleging
trademark infringement and unfair competition. On May 2, 1980, the Fifth Circuit Court of
Appeals in New Orleans found in favor of Domino’s Pizza. He company logo originally had
three dots, representing the three stores in 1965. Monaghan planned to add a new dot with the
addition of every new store, but this idea quickly faded, as Domino’s experienced rapid
growth. Domino’s Pizza opened its first franchise location in 1967 and by 1978 the company
expanded to 200 stores. In 1075, Domino’s faced a lawsuit by Amstar Corporation, the maker
of Domino Sugar, alleging trademark infringement and unfair competition. On May 2 1980,
the Fifth Circuit Court of Appeals iin New Orleans found in favor of Domino’s Pizza.He
company logo originally had three dots, representing the three stores in 1965. Monaghan
planned to add a new dot with the addition of every new store, but this idea quickly faded, as
Domino’s experienced rapid growth. Domino’s Pizza opened its first franchise location in
1967 and by 1978 the company expanded to 200 stores. In 1975, Domino’s faced a lawsuit by
Amstar Corporation, the maker of Domino Sugar, alleging trademark infringement and unfair
competition. On May 2, 1980m the Fifth Circuit Court of Appeals in New Orleans found in
favor of Domino’s Pizza. He company logo originally had three dots, representing the three
stores in 1965.

21
International Express

On May 12, 1983, Domino’s opened its first international store, in Winnipeg, Manitoba,
Canada. That same year, Domino’s opened its 1000th store overall. In 1985 they opened their
first store in United Kingdom in Luton. Also in 1985 dominos opened its first store in Tokyo
Japan. By 1997 dominos had opened 1500th international location, opening 7 stores in 5
different continents in one day. From 2007-2012 dominos gradually established a presence in
India with at least 1000 locations till 2012. By 2014 the company had grown to 6000
international locations and was planning to expand to pizzas birth place, Italy. CEO Patrick
Doyle in May 2014 said the company would concentrate on its delivery model there.
In 2004, after 44 years as a privately held company, Domino’s began trading common stock
on the New_York_Stock_Exchange under the ticker symbol “DPZ”. Industry trade
publication Pizza today magazine named Domino’s pizza “Chain of the year” in 2003,2010,
and 2011. In a simultaneous celebration in January 2006, Domino’s opened it’s 5,000 th U.S
store in Huntley_lllions, and it’s 3,000th international store in Panama city. Panama making
8,000 total stores for the system. In August 2006, the Domino’s location Taillight, Dublin,
Ireland, became first store in Domino’s history to hit a turnover of $3 million (euro 2.35
million) per year. As of September 2006, Domino’s has 8,238 stores worldwide, which
totaled $1.4 billion in gross income.

Innovations
In a 2009 survey of consumer taste and preferences among national chains by Brand Keys,
Domino’s was last – tied with Chuck E Cheeses’. In December that year, Domino’s announced
plans to entirely reinvent in pizza. It began a self-criticizing ad campaign in which consumer
were filmed criticizing the then-current pizza’s quality and chefs were shown developing a
new pizza. The new pizza was unveiled that same month. The following year, 2010 and
Domino’s 50th anniversary, the company hired J. Patrick Doyle as its new CEO and
experienced a historic 14.3% quarterly gain. While admitted not to endure, the success was
described by Doyle as one of the largest quarterly same-store sales jumps ever recorded by a
major fast-food chain.
In 2012, Domino’s Pizza removed the word “Pizza” from their logo, to emphasize their non-
pizza products. At the same time, Domino’s introduced a new logo that removed the blue
rectangle and text under the domino in the logo, and charged the
Formerly all-red domino to be blue on the side with two dots and red on the side with one dot.
In February of 20015 Domino’s Pizza announced it would now just go by the name Domino’s
explaining it better suited their varied menu, including sandwiches and pastes.

22
 Menu
The Domino’s menu varies by region. The current Domino’s menu in the United States features a variety of
Italian-American entrees and side dishes. Pizza is the primary focus, with traditional, specialty, and custom
pizzas available in a variety of crust styles and toppings. In 2011, Domino’s launched artisan-style piazzas.
Additional entrees include pasta, bread bowls, and oven baked sandwiches. The Menu offers chicken side
dishes, breadstick, as well as beverages and desserts.
From its founding until the early 1990s, the menu at Domino’s Pizza was kept simple relative to other fast
food restaurants, to ensure efficiency of delivery. Historically, Domino’s menu consisted solely of one pizza
in two sizes (12-inch and 16-inch), 11 toppings, and Coca-Cola as the only soft-drink option.
The first menu expansion occurred in 1989, with the debut of Domino’s deep dish pan pizza. Its introduction
followed research showing that 40% of pizza customers preferred thick crusts. The new product launch cost
approximately $25
Million, of which $15 million was spent on new sheet metal pans with perforated bottoms. Domino’s started
testing extra-large size in early 1983, starting with the 30-slice, yard-long “The Dominator”.
In 2010, shortly after the company’s 50the anniversary, Domino’s changed its pizza recipe “from the crust
up”, making significant changes in the dough, sauce, and cheese used in their pizzas. Their advertising
campaign admitted to earlier problems with the public perception of Domino’s product due to taste issues.
In September 2012, Domino’s announced it was going to roll out a pan pizza on September 24, 2012.
Following this move, the Deep Dish pizza was discontinued after 23 years of being on the menu.
In December 2013, Domino’s Pizza, in Israel, unveiled its first vegan pizza, which uses a soy-based cheese
substitute.
23
Advertisement

In the 1980s, Domino’s Pizza was well known for its advertisements featuring the Noid. That concept was created by
group 243 Inc. who then hired Will_Vinton Studios to produce the television commercials that they created.
The Catchphrase associated with the commercials was “Avoid the Noid”.
Due to a glitch on the Domino’s website, the company give way nearly 11,000 free medium pizzas in March 2009. The
company had planned the campaign for December 2008 but drooped the idea and never promoted it. The code was never
deactivated though and resulted in the free giveway of the pizzas a cross the United States after someone discovered the
promotion on the website by typing in the word “bailout” as the promotion code and then started with other on the
Internet. Domino’s deactivated the code on the morning of March 31, 2009 and promised to reimburse store minners
for the pizzas.
Domino’s sponsored Cart’s Dough Shier son racing, which was driven by Ariel Luyendyk and won the
1990_Indianapolis_500. In 2005. In 2005, Domino’s teamed up with NASCAR for a multi-year partnership to become
the “Official Pizza of NASCAR.” Domino’s also sponsored Michael Walt Rip Racing and Driver David Retiming
During The 2007 season in the NASCAR sprint Cup Series
And collided with her vehicle, the women was attacked nearly $80 million, but accepted a payout of $15 million. The
guarantee was dropped that same year because of the “public perception of reckless driving and irresponsibility”,
according to then-CEO Tom Monaghan.
In December 2007, Domino’s introduced a new slogan, “You got 30 Minutes”, alluding to the earlier pledge but stopping
short of promising delivery in half an hour.
The company continues to offer the 30 minute guarantee for orders placed in its stores situated in Colombia, India,
Vietnam and turkey.
In Malaysia and Singapore, a refund is instead substitute with a “Free Regular Pizza Voucher” in India, the guarantee
is for Rs.300($5) and is valid for an order of less than 4 pizzas.

24
Franchise

Domino’s Pizza currently has locations in 73 countries. It has its store in 5,700 cities worldwide (2,900 International
and 2,800 in the US). Domino’s has 10,988 stores as of the first quarter of 2014, with 774 in the UK, 4986 in the US,
and 715 in India. In most cases, Domino’s has master franchise agreements with one company per country, but three
companies have acquired multiple master franchise agreements, covering a number of countries.

 The right to won, operate, and franchise branches of the chain in Australia, New Zealand, France, Belgium,
the Netherland, and Monaco are currently won by Australian Domino’s Pizza Enterprise having bought the
master franchises form the parent company in 1993 (Australian and New Zealand franchises) and 2006 (European
Franchises).
 The master franchises for the UK and Ireland were purchased in 1993 by the British publicly listed Domino’s
Pizza Grouped which acquired the master franchises for Germany in 011 and Switzerland Liechtenstein, and
Luxembourg in August.
2012 by buying the Swiss master franchise holder, with an option to acquire the Austrian master franchise as well.
 The master franchises for India, Nepal, Sri-Lanka, and Bangladesh are currently owned by the Owned by the
Indian company Jubilant Food Works. India has become the largest international market for Domino’s
outside its home market. Indian Pizza flavors like paneer pizza, chicken tikka masala pizza, and kheema do
pyaza pizza are selling internationally.
The rights to own, operate, and franchise branches of the chain in Paraguay is currently owned by Grupo
Vierci, opening the first restaurant in 2014.

25
 Franchise list of Domino’s Pizza at Kolkata

 AJAY NAGAR
 ALIPUR
 BALIGUNJ
 BARRACKPORE, KOLKATA
 BT. ROAD KOLKATA
 CHOWRINGHEE ROAD, KOLKATA
 CITY CENTRE1, KOLKATA
 CITY CENTRE NEW TOWN
 DCN-PRETORIA STREET KOLKATA
 DLF IT PARK, KOLKATA
 ECO SPACE, KOLKATA
 GARIAHAT
 JESSORE ROAD (SOUTH), BARASAT
 JODHPUR
 KANKURGACHI
 LAKE TOWN
 LAKE TOWN, 24 PARGANAS
 M.G ROAD, KOLKATA
 MILLENNIUM CITY
 N.S BOSE ROAD, 24 PARGANAS
 NOAPARA, KOLKATA
 NETAJI SUBHAS CHANDRA BOSH ROAD KOLKATKA
 NEW ALIPORE
 NEW EMPIRE
 RIDKHI SIDHI, BEHALA, KOLKATA
 RUSSEL STREET
 SALT LAKE
 SALTEE PLAZA, KOLKATA
 SODEPUR, KOLKATA
 TOLLYGUNGE
 UNITECH, KOLKATA
 VIVEKANANDA ROAD, KOLKATA (WEST BENGAL)

26
ANNUAL SALES
FIGURE OF
DOMINOS AND
PIZZA HUT

27
+++

28
29
 PRESENTATION OF DATA
ANALYSIS AND FINDINGS
ANALYSIS OF THE STUDY
LIKING FOR PIZZAS
TABLE -1

Liking of pizzas Yes No No response

Number of respondents 30 12 8

Series-1
35

30

25

20

15

10

0
YES NO NO RESPONSE

Series 1 Series 2 Series 3

Chat :1 : From the above analysis of the given sample of 50 responds it is concluded that out of 50 people 30 people
eat pizza, 12 people don’t fill up the form.

DIFFERENT AGE GROUP

Age group 0-10 10-20 20-30 30-40 40+
No of 2 12 8 8 12
respondents

30
 BRAND PERFORMANCE

Table 2 :

Brands Preference by consumers

Dominos 11
Pizza Hut 19

Brand Name
20
18
16
14
12
10
8
6
4
2
0
Veg Non veg

CUSTOMER PREFER BRAND

Table 3 :

Pizza hut Dominos Other

40% 40% 20%

31
 Prefer Brand

20%
40%

40%

PURCHASE OF DOMINOS PIZZA (NON VEG)

Table-4 :
Sub Brands No. of consumers
Zesty chicken 0
Chicken Mexicana 3
Chicken golden delight 1
Non veg supreme 2
Keema-do-pyaza 1

Non veg

Keema-do-pyaza

Non veg supreme

Chicken golden delight

Chicken Mexicana 1

0 0.5 1 1.5 2 2.5 3 3.5

Chart 4 : From the above analysis of 13 consumers it can be conducted that 3 prefers to have chicken Mexicana, 6
prefer hot and spicy chicken, 1 prefer double chicken, 3 prefer spicy chicken magic.

Satisfactory Factors
Chart: 5

Satisfaction factor – Domion’s Pizza

Factors grand Total Average Rank
Flavor 46 4.1 1
Price 38 3.4 4
Quality 41 3.7 3
Packing 38 3.4 4
Form 36 3.2 5
Quantity 43 3.9 2
Image 38 3.4 4

32
 Chat 5.A : According to the above analysis it is concluded that on average people are most satisfied with the
flavour/taste of dominos pizza followed by the quality and quantity. It is surprising to know that although people are
satisfied with quantity and quality but unsatisfied with forms and packaging.

Satisfaction factor –Pizza hub Pizza

Factors Grand total Average Rank
Flavor 97 5.1 1
Price 80 4.2 7
Quality 95 5 2
Packaging 89 4.6 4
Form 83 4.3 6
Quantity 86 4.5 5
Image 91 4.7 3

Chat 5.B : According to the above analysis it is concluded that on average people are most satisfied with the flavour/taste
or pizza hut followed by the quality and image. It is surprising to know that although people are satisfied with quality
but unsatisfied with forms and price.

FACTORS AFFECTING PURCHASE

Table 6:

Factors Dominos Pizza hut

Advertisement 3 6
Suggestion from friends and 5 12
relatives
Attractive display 0 1
Doctor’s advice 0 0
Brand ambassadors 1 0
Ingredients 2 0

Chart 6: From the above analysis it can be concluded that for dominos the most influencing media of advertisement is
newspaper while for pizza hut it is television.

33
 FACTORS AFFECTING PURCHASE
12

10

0
Advertisement Suggestion Attractive Doctor’s Brand Ingredients
from friends display advice ambassadors
and relatives

Dominos Pizza hut

From the above analysis it can be concluded that for both dominos and pizza hut, the most
influencing factor for purchase is suggestion from friends and relatives.

BEST ON-STORE SERVICE

Table 7 :

Brands Dominos Pizza Hut

No. of consumers 11 19

34
 Brand Name
20

18

16

14

12

10

0
Dominos Pizza hut

Chart 7 : From the above analysis of 30 respondents, 11 prefer dominos on store service while 19 prefer pizza hut’s
service.
Findings :

 Consumer Research : Consumer research deals with consumer and their

problems and their problems and solutions to the problems. In this I came
to know about the consumers need and expectation levels regarding
products and ascertainable levels of consumer satisfactions.

 Produck research : Under product research I came to know about the

modification which consumer wants as to the quality, packing, and
quantity etc. of their favourite pizza.

 Pricing research : This includes ability to consume, to pay for the

product, how much a person can on his/her favourite Pizza. In this I have
tried to find out the consumer’s price expectations and reactions.

 Advertising Research : Under this I have concluded that whether the

advertisement appeals the consumers or not. This also includes evaluating
and selecting the proper media-mix and measuring advertising
effectiveness.
35
 C O N C L U S I ON

A survey of the people has been conducted to know the liking pattern of the two brands of pizza,
Domions and Pizza Hut. It is observed that overall people like to eat Pizza Hut brand rather than Dominos. It
is concluded that mostly people preferred Panner and Spice (Veg. Pizza) and Hot and Spicy Chicken ( Non
veg Pizza) of Pizza Hut due to its lavish flavour, and its brand Image. People also prefer peppy Pizza (Veg
Pizza) and Chicken Maxikana (non veg Pizza) of Dominos due to its flavour and quality. The most
influencing medium of advertisement for Pizza Hut is Television while it is newspaper for Dominos. The
factor, suggestion from friends and relatives was the most effective in purchase for both the brands.

While people find both on store and delivery service for Pizza Hut is better than Dominos. The side
dish of Pizza Hut is more appreciated by the consumers that of Dominis. But the combos of both the brand
are found to be equally pocket-friendly to consumers.

RECOMMENDATIONS AND SUGGESTIONS :

 Pizza Hut should make its price a bit more reasonable and should increase its quantity
to attract more consumers.

 Consumers expect a better quality from Dominos. It should also find some measures
to improve its brand image.

 There should be more eye catching hoardings for Pizza Hut and Dominos must
improve its brochures to popularize its brand.

 Both the brands should go for a better Brand Ambassadors to uplift it’s publicity.

 Dominos should make its delivery and on store services much more efficient. It should
also have a close look on its side dishes to increase its sales.

36
 .

BIBLIOGRAPHY

BOOKS

 S.L. Gupta and Sumitra Pal, “Consumer Behaviour-An Indian Perspective”.

Sultan Chand Publication, 2008.

WEBSITES

 www.google.com

 www.wikipedia.com

 www.foodpanda.in/pizza-hut

 www.pizzahut.com

 m.dominos.co.in

 www.yum.com

 www.zomato.com

37

ANNEXURE
 QUESTIONNAIRES

Project Report on consumer behaviour towards dominos and Pizza hut.

1. Name
2. Do you eat Pizzas ? Yes _________________No______________
3. How old are you ? (0-10)____________(20-30)__________(30-40_________(40+)___
4. Which brand of Pizza do you prefer? Dominos ______________Pizza Hut_________
5. Which category you prefer? Veg___________Non veg___________
6. Which sub brands you have purchased for veg?

Dominos Pizza Hut

Spicy delight Farm hut
Peppy paneer Paneer and spice
Country special Classic cheese
Double cheese Veg spicy treat
Deluxe veggie Italian treat
7. Which sub brands do you purchase for non veg?

Dominos pizza Hut

Zesty chicken Chicken Mexicana
Chicken Mexicana Hot and spicy chicken
Chicken golden delight Double chicken
Non veg supreme Spicy chicken magic
Keema-do-pyaza Super chicken twist
8. How much are you satisfied with the following factors in your preferred pizza?

Factors Very satisfied Satisfied Normal Latest satisfied Can’t say

Flavor
Price
Quality
Packaging
Form
Quantity
Image
9. Which media of advertisement influence do you prefer ?
Television
Newspaper
Brochures
Hording
Display

10. Which of these factors effect your purchase?

Factors
Advertisement
Suggestion from friends and relatives
Attractive display
Doctor’s advice
Brand ambassadors
Ingredients

11. Whose on store service satisfies you more?

Dominos ___________________Pizza hut_______________

12. Whose delivery service you feel is better?

Dominos______________________pizza Hut ________________

13. Whose side dish you prefer ?

Dominos______________________pizza Hut ________________

14. Whose combos suit you pocket?

Dominos______________________pizza Hut ________________

38