EXCEL International Journal of Multidisciplinary Management Studies _____________ ISSN 2249- 8834

EIJMMS, Vol.5 (6), JUNE (2015)

Online available at zenithresearch.org.in

CUSTOMER SATISFACTION TOWARDS DOMINOS PIZZA IN

CHENNAI AN EMPIRICAL STUDY

A.MANIKANDAN*, SKUMARESAN** AND A.K.SUBRAMANI***

*I YEAR M.B.A
VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI 600062, TAMIL NADU, INDIA.

**I YEAR M.B.A

VEL TECH BUSINESS SCHOOL,VEL TECH UNIVERSITY,
AVADI, CHENNAI 600062, TAMIL NADU, INDIA.

*** ASSISTANT PROFESSOR,

VEL TECH BUSINESS SCHOOL, VEL TECH UNIVERSITY,
AVADI, CHENNAI 600062, TAMIL NADU, INDIA.

ABSTRACT
Dominos pizza is an American restaurant chain and international franchise pizza delivery
corporation. This project will be focusing the customers of dominos pizza outlets in Chennai.
The purpose of this project is to view the customer satisfaction in dominos pizza outlets, it
reveals about the customer perception and customers preference about the dominos products,
it will explore the level of satisfaction of customers in pricing factors and in delivery of a
product and it will give the suggestion to the dominos outlets to improve some extra qualities
such adding some new products ,reduction in price etc.
This project will be useful to the dominos pizza outlet to understand more about customer
preference and perception ,it will help the company to improve their quality and standards.

KEYWORDS Dominos pizza, customers, satisfaction, products.

INTRODUCTION TO STUDY
Dominos vision: Exceptional people on a mission, to be the best pizza delivery company in
the world.
Jubilant Food Works Ltd. (formerly Domino's Pizza India Ltd) was incorporated in March
1995 as the master franchisee for South Asia Pacific, of Domino's Pizza International Inc., of
USA. Moreover, the company holds the master franchisee rights for Sri Lanka and
Bangladesh through its wholly owned subsidiary. Mr. ShyamS.Bhartia and Mr. Hari S.
Bhartia of the Jubilant Group are the promoters of the company. Since inception, Domino's
Pizza India Ltd. has proceeded to become one of the largest and fastest growing international
food chains in South Asia. The first Domino's Pizza store in India opened in January 1996, at
New Delhi. Today, Domino's Pizza India has grown into a countrywide network around 411
outlets in 95 cities.

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 EXCEL International Journal of Multidisciplinary Management Studies _____________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

COMPANY PROFILE
Domino's Pizza
Domino's Pizza(simply known as Domino's) is an American restaurant chain and
international franchise pizza deliverycorporation headquartered at the Domino Farms Office
Park (the campus being owned by Domino's Pizza co-founder Tom Monaghan) in Ann Arbor
Charter Township, Michigan, United States, near Ann Arbor, Michigan.[2][3]Founded in 1960,
Domino's is the second-largest pizza chain in the United States (after Pizza Hut)[4] and the
largest worldwide, with more than 10,000 corporate and franchised stores[5] in 70
countries.[6] Domino's Pizza was sold to Bain Capital in 1998 and went public in 2004.

NEED FOR THE STUDY

Most of the companies want to know about the customer satisfaction, because normally they
had made a huge amount of investment to make the product known to the customers. In order
to know the effectiveness of sales and customer satisfaction can be made through the
particular survey. If the customers are not satisfied they would switch over to the other
products it is very difficult to bring back those customers to make purchase and encourage
them to make a word of mouth.

OBJECTIVE OF THE STUDY

Primarary objective
To see the customer satisfaction in dominos pizza.
Secondary objective
To know the consumer perception and preference about dominos products.
To know the customer satisfaction in pricing factors.
To know the customer satisfaction in delivery of their order.
To give suggestions to company to improve their service.

LIMITATIONS OF THE STUDY

The extent of the survey was Chennai only so the suggestions or information given in this
report may not hold true for other location in india.
It is possible that the information provided by the respondents may be incorrect.

RESEARCH METHODOLOGY:

MEANING OF RESEARCH
Research is common parlance refers to a search for knowledge. Once can also define
research as a scientific and systematic search for pertinent information on a specific topic. In
fact, research is an art of scientific investigation. A careful investigation or inquiry specially
through search for new facts in any branch of knowledge.
(i) To gain familiarity with a phenomenon or to achieve new insights into it
(ii) To portray accurately the characteristics of a particular individual, situation or a group

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 EXCEL International Journal of Multidisciplinary Management Studies _____________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

(iii)To determine the frequency with which something occurs or with which it is associated with
something else.
(iv) To test a hypothesis of a causal relationship between variables.

RESEARCH DESIGN
The research design is the specification of the method and procedure for acquiring (getting)
the information needed to solve the problem
The research design followed for this research study is descriptive research design, where we
find a solution to an existing problem. The descriptive research is used to depict the present
state of affairs of the business condition.

SAMPLING METHOD:NON PROBABLITY SAMPLING

CONVENIENCE SAMPLING:
Convenience sampling method has been used because the selection of units from the
population has been done based easy availability or accessibility. The disadvantage of
convenience sampling is that the units that are easiest to obtain may not be representative of
the population.

METHOD OF DATA COLLECTION

The data needed for the research study were collected by two sources primary data and
secondary data.

PRIMARY DATA
The first data is to gather information from the dominos pizza outlet. This was done by
visiting the pizza outlets.Then a questionnaire was prepared was to gather data from the
sample population.

SECONDARY DATA
Sources of secondary data include journals, websites, etc. all this helped in authenticating the
kind of information obtained from our primary sources and thus helped to get a very
objective view of the study.

SCOPE OF THE STUDY

The area of study is limited to the segment selected within Chennai. This study is
mainly confined to the customer satisfaction only.

DATA ANALYSIS AND INTERPRETATION.

FREQUENCY ANALYSIS:
Percentage analysis is one of the descriptive statistical measures used to describe the
characteristics of the sample or population in totality. Percentage analysis involves computing
measures of variables selected of the study and its finding will give easy interpretation for the
reader.

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EXCEL International Journal of Multidisciplinary Management Studies _____________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

S.No Particulars Frequency Percent

1 AGE
Up to -25 36 72.0
26-35 10 20.0
36-45 4 8.0
Total 50 100.0
2 Gender
Male 32 64.0
Female 18 36.0
Total 50 100.0
3 Education
Up to-10th 12 24.0
+2 5 10.0
UG 5 10.0
PG 28 56.0
Total 50 100.0
4 Income
Up to-1.9 lakes 25 50.0
2-4.9 lakes 5 10.0
5-7.9 lakes 4 8.0
8 lakes above 16 32.0
Total 50 100.0
5 Marital Status
Single 34 68.0
Married 16 32.0
Total 50 100.0
6 Visiting
1-2 times 27 54.0
3-4 times 6 12.0
5-6 times 6 12.0
More then 7 times 11 22.0
Total 50 100.0

MEAN AND STANDARD DEVIATION

Table 3 Mean And Standard Deviation-Customer Satisfaction

Descriptive Statistics
N Mean Std. Deviation
DELIVERYTIME 50 3.20 1.429
TASTE 50 3.46 1.147
COST 50 2.88 1.239
OFFERS 50 3.30 1.313
CONCERNSOLVE 50 3.40 1.125
EMBLOYEEBEHAVIE
50 3.54 1.147
R
SERVICE 50 3.72 .882
QUALITY 50 3.64 1.191
CLEANESS 50 3.44 1.459
FEELHAPPY 50 1.90 .909
SUGGEST 50 2.28 .970
EMBLOYEES 50 2.14 .881
COMPARE 50 2.32 .935
SPENDTIME 50 2.04 .856
Valid N (listwise) 50

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EXCEL International Journal of Multidisciplinary Management Studies _____________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

INFERENCE -

3. INDEPENDENT SAMPLE T-TEST

HYPOTHESIS 1
Null Hypothesis:
There is no significant difference between male and female respondents with respect to the
factors of customer satisfaction towards Dominos Pizza.

Table 4 t-test for significant difference between male and female respondents with
respect to the factors of customer satisfaction towards Dominos Pizza.

S.No GENDER Mean Std. t value p value

Particulars
Deviation
1 Male 3.25 1.524
DELIVERY TIME .327 .745
Female 3.11 1.278
2 Male 3.41 1.073
TASTE .438 .663
Female 3.56 1.294
3 Male 2.97 1.231
COST .671 .505
Female 2.72 1.274
4 Male 3.09 1.400
OFFERS 1.500 .140
Female 3.67 1.085
5 Male 3.53 1.077
CONCERNSOLVE 1.102 .276
Female 3.17 1.200
6 Male 3.50 1.016
EMBLOYEEBEHAVIER .326 .746
Female 3.61 1.378
7 Male 3.53 .983
SERVICE 2.087 .042
Female 4.06 .539
8 Male 3.69 1.120
QUALITY .373 .711
Female 3.56 1.338
9 Male 3.34 1.537
CLEANESS .618 .540
Female 3.61 1.335
10 Male 2.00 1.016
FEELHAPPY 1.038 .305
Female 1.72 .669
11 Male 2.47 1.047
SUGGEST 1.882 .066
Female 1.94 .725
12 Male 2.25 .916
EMBLOYEES 1.182 .243
Female 1.94 .802
13 Male 2.44 .948
COMPARE 1.189 .240
Female 2.11 .900
14 Male 2.25 .916
SPENDTIME 2.425 .019
Female 1.67 .594

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EXCEL International Journal of Multidisciplinary Management Studies _____________ ISSN 2249- 8834
EIJMMS, Vol.5 (6), JUNE (2015)
Online available at zenithresearch.org.in

CHI SQUARE

HYPOTHESIS 2
There is no association between gender and overall satisfaction towards Dominos Pizza.

Table 5 Chi- Square test for gender andoverall satisfaction towards Dominos Pizza.

S.No GENDE QUALITY Total Chi- P-value

R HDS DS N S HS square
value
1 Male 0 6 8 8 10 32 10.768 .029
2 Female 3 0 3 8 4 18
Total 3 6 11 16 14 50

INFERENCE

BIBLIOGRAPHY
http://www.dominos.co.in/

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