A PROJECT REPORT ON

CUSTOMER SATISFACTION TOWARDS DOMINOS PIZZA

SUBMITTED
TO THE UNIVERSITY OF MUMBAI
AS A PARTIAL REQUIREMENT FOR COMPLETING THE DEGREE OF
M.COM (ACCOUNTS) SEMESTER III
SUBJECT: RESEARCH METHODLOGY
SUBMITTED BY
SHUBALAXMI.UMESH.SHETTY
ROLL NO.: 42

UNDER THE GUIDANCE OF

PROFESSOR SEETHALAKSHMI

SIES COLLEGE OF COMMERCE AND ECONOMICS,

PLOT NO. 71/72, SION MATUNGA ESTATE
T.V. CHIDAMBARAM MARG,
SION (EAST), MUMBAI 400022.
CERTIFICATE
This is to certify that SHUBALAXMI.UMESH.SHETTY of M.Com (Accounts)
Semester III (academic year 2014-2015) has successfully completed the project on
Customer Satisfaction Towards Dominos Pizza under the Guidance
PROFESSOR SEETHALAKSHMI
_________________

___________________

(Project Guide)

(Course Co-ordinator)

___________________

___________________

(External Examiner)

(Principal)

Place: _____________
Date: _____________

DECLARATION

I, SHUBALAXMI SHETTY Student M.Com (Accounts) Semester III

(academic year 2014-2015) hereby declare that, I have Completed the project on
Customer Satisfaction Towards Dominos Pizza. The information presented in
this project is true and original to the best of my knowledge.

___________________
SHUBALAXMI.SHETTY
Roll No.: 42

Place: _____________
Date: ______________

ACKNOWLEDGEMENT

I would like to thank the University of Mumbai, for introducing M.Com

(Accounts) course, thereby giving its students a platform to be abreast with
changing business scenario, with the help of theory as a base and practical as a
solution
I am indebted to the reviewer of the project Professor Seethalakshmi , my project
guide and also Dr.MinuThomas who is our Principal, for her support and
guidance. I would sincerely like to thank her for all her efforts.
Last but not the least; I would like to thank my parents for giving the best
education and for their support and contribution without which this project would
not have been possible.

______________________
SHUBALAXMI.SHETTY
ROLL NO.42

CHAPTER 1:
INTRODUCTION
The fast food industry is on a high as Indians continue to have a feast. Fuelled by
what can be termed as a perfect ingredient for any industry -large disposable
incomes- the food sector has been witnessing a marked change in consumption
patterns, especially in terms of food. An increasing number of international fast
food chains rushing to India is because all of them see tremendous potential in for
this type of business. The large upwardly mobile population in the urban areas tend
to eat out more often or business or for leisure. The various players operating in
India are the well established Indian chains like Nirulas. In addition to these,
apparently some of the best known international food chains are looking at India.
Among them are Sbarro, The Burger King, KFC, Dunkin Donuts, Sub-way, etc. are
some of them to name. At present all these players are fighting for a small pie, as
fast food is really not a big habit with Indians, but they see a big potential. The
players are fighting on products, pricing, positioning and trying to convert their
first trials into regular purchase by providing delightful service quality. The focus
is on product quality and standardization on taste. Consistency is the key, as its
standardization in fast food as the consumer is short on time and wants to satisfy
his taste buds with a consistent taste experience. Beyond this each player has its
own strategy to expand consumer base.
1. Some feel that pricing is not the deciding factor since fast food is not price
sensitive market because it is not a single diet of Indians.
2. Some others are competing on positioning which is surprisingly varied, giving
the small size of the market.
3. For most, targeting children seems the right strategy.

4. Advertising is popular.
However, with competition hooting up most chains are increasing reach as well as
working on establishing a national presence.

PROBLEM STATEMENT
This topic is about analyzing the satisfaction of the consumers towards the
services provided by Dominos Pizza India Ltd. It has come through to give a clear
cut idea to the market strategy, the ways of how the marketing pattern of Dominos
Pizza India Ltd is. Since the road to improvement is never ending, so this study
suffers from certain limitations. Some of them are as follows:
1. The extent of the survey was my family , friends and colleagues only. So the
suggestions or arguments given in the report may not hold true for other
locations in India.
2. Questionnaire method involves some uncertainty of response. Co-operation
on the part of informants, in some cases, was difficult to presume.
3. Because of time constraints and reserve constraints, a mix of convenient
sampling and judgment (Probability & Random) sampling was used.
4. Also because of above mentioned constraints, the sample size chosen for the
survey was 20 people. It is possible that the information supplied by the
informants may be incorrect.

SCOPE OF STUDY
The study is exclusively conducted for consumers of Dominos Pizza India Ltd.
which are dispersed in different areas of Mumbai city. As both organizational
and personal consumers use the product, their needs, preference, usage habit,
post purchases actions vary- Widely which in turn gave the study a wide and
large scope for analysis.

OBJECTIVE OF STUDY
The objectives of the project can be summarized under the following points:
To do customer value analysis which includes identifying the major
attributes that customers value in a fast food chain restaurant, assessing the
quality of the different attributes.
To shed light on different aspects that a service based food chain must
follow in order to increase its market share and for being on continuous
growth stream.
To identify different activities that an aggressive company like Dominos
follow in order to establish itself in a local market and increasing sales by
being in customers mind and heart.
To know the consumer perception and Preference about Dominos products.

According to Kotler (2009) Consumer behavior is the study of how individuals or

groups buy, use and dispose of goods, services, ideas or experience to satisfy their
needs or wants. In the early stages, consumer behavior was taken as buyer
behavior that reflects the interaction between consumers and produces at the time
of purchase but now marketers recognize consumer behavior as an on-going
process not only what happens at the time when consumer gives money and gains
some goods or services.
In the following study Consumer satisfaction towards Dominos pizza is
analysed. The most basic element of Dominos marketing mix relies on the
understanding of the needs and wants of the customer. They recognize that the
customer wants the right pizza delivered to their door within a short period of time
and while still hot. Families are now defined by much more than a father, mother,
and two children; more members of the family work full-time. For these reasons
and other cultural shifts, there has been a move toward consumer demand for fast,
easy, and prepared foods. The core benefit sought from this combination of pizza
product and delivery service is convenience, which Dominos has recognized and
strives to provide for customers.