Final project of domino's pizza

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ST. XAVIER’SBANGALORE
Name of the student
KRISHNA ARUN NARULKAR
COURSE
MBA
YEAR
2018-19
NAME OF THE COLLEGE
ST. XAVIER’S BANGALORE
TITLE OF THE PROJECT
A STUDY OF FMCG GOODS ‘’DOMINO’S PIZZA”

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CONTENTS
Topic Page No.
Introduction
 Overview 1
 History 1-3
 Domino’s in India 4
Objectives 5
Scope of Study 5
Research & Methodology 5
Limitations of the study 5
Data and Analysis 6- 21
Conclusion 22

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Introduction
Overview
Domino’s is the second largest pizza restaurant chain in the world, with more than 14,400
locations in over 85 markets. Founded in 1960, Domino’s roots are in convenient pizza
delivery, while a significant amount of our sales also come from carryout customers.
Although Domino’s are a highly-recognized global brand, they focus on serving the local
neighbourhoods in which they live and do business through their large network of franchise
owners and Company-owned stores. On average, Domino’s sell more than 1.5 million pizzas
each day throughout our global system.
Domino’s business model is straightforward: They handcraft and serve quality food at a
competitive price, with easy ordering access and efficient service which are aided by our
technology innovations. Domino’s dough is generally made fresh and distributed to stores
around the world by them and their franchisees.
Domino’s generates revenues and earnings by charging royalties to its franchisees. Royalties
are ongoing percent-of-sales fees for use of the Domino’s brand marks. The Company also
generates revenues and earnings by selling food, equipment and supplies to franchisees
primarily in the U.S. and Canada, and by operating a number of our own stores. Franchisees
profit by selling pizza and other complementary items to their local customers. In their
international markets, they generally grant geographical rights to the Domino’s Pizza® brand
to master franchisees. These master franchisees also profit by running pizza stores, and often
by sub-franchising and selling ingredients and equipment to those sub-franchisees. Everyone
in the system can benefit, including the end consumer, who can feed their family Domino’s
menu items conveniently and economically.
Domino’s business model can yield strong returns for their franchise owners and Company-
owned stores. It can also yield significant cash flow to Domino’s, through a consistent

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franchise royalty payment and supply chain revenue stream and with moderate capital
expenditures. We have historically returned cash to shareholders through dividend payments
and share buybacks since becoming a publicly traded company.
History
Domino’s Pizza is the second largest franchised pizza chain in the U.S.A., and the history of
Domino’s Pizza is similar to its rival Pizza hut; two brothers started it with borrowed equity
in the sixties. Tom and James Monaghan bought a small Michigan Pizzeria called
Dominick's, which was jointly run by them until James traded his share for a second hand
car. Tom revitalized the image by changing the name to Domino’s Pizza.
By the late seventies there were over 200 franchise pizza businesses in the States and
Domino’s Pizza was ready to go International. In 1983 Domino’s Pizza opened its doors in
Winnipeg, and in the same year opened its one thousand stores. Later that same year
Domino's corporate history was to begin in Australia with its first franchise in Brisbane, on
the East coast.
The locations for Domino’s Pizza grew quickly from here as they sprung up in all sorts of
diverse places including Bogotá. Despite Domino's Pizza springing up diverse locations, they
were still a very traditional company. Domino's Pizza menu had been kept very simple and
streamlined; they only sold one type of pizza crust which they named the regular pizza.
Domino's Pizza dough was shaped by tossing the dough and pulling it into shape. The pizza
menu included just two sizes of dough, it was not until much later that competition forced
them to add a medium and extra-large sized pizza. There were no such things as side orders
you could have Pizza, pizza or Pizza and you could only drink a Coke with it.
In 1989 the history of Domino's Pizza was to change when the Deep Pan pizza was
introduced, for the first time in twenty five years the company was being forced to react to
market demand. This move consolidated the financial base and ensured the growth of
Domino's Pizza , as the same year they opened their five thousand store.
The wind of change had started and by 1992 they were to introduce the first non-pizza item to
their menu, this was obviously a reluctant move as it was bread sticks. Domino Pizza dough
was already on hand and the making of bread sticks is not so different.
For many years the company had advertised that if the delivery of their pizzas took longer
than thirty minutes then the pizza would be delivered free. This was parodied by the Teenage
Mutant Ninja Turtles movie which specified the pizza has 30 seconds to complete the
delivery. The turtle’s pizza was late and they received a refund of $3 for being two minutes
late. However the benefits to Domino Pizza were enormous as millions of kids were to hear
the name of Domino Pizza endorsed on celluloid. In 1993 Domino Pizza discontinued this
policy and stated that if a customer was unhappy they could have a new pizza or a refund.
By 1994 Domino’s Pizza marketing policy widened as chicken wings were introduced to the

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menu. At the same time the company hit the African continent as they opened a store in
Egypt. By 1996 Domino’s Pizza website was launched and the company declared global sales
of nearly $3 billion.
Despite their reluctance to add a wider range menu they have as a company given the pizza
industry many innovations that have now become standard.
The belt driven pizza oven was the invention of Domino Pizza and they began using
corrugated cardboard delivery boxes which were very effective at holding the heat within the
pizza during the delivery time. Ever mindful of the fact that a cold pizza must be about the
worst dining experience on earth Domino’s pizza introduced the "Heat Wave," a portable
electrical bag system that keeps the pizza hot during delivery.
By 1997 they had also had an internal modern facilities as their stores were all brightened up
and the company introduced a new logo. Domino Pizza continued to grow exponentially and
in 1997 they opened seven stores in one day but in 5 different continents.
Domino’s in India
Jubilant Food Works Limited (the Company) is a Jubilant Bhartia Group Company, The
Company was incorporated in 1995 and initiated operations in 1996, The Company got listed
on the Indian bourses in February 2010, Mr. Shyam S. Bhartia, Mr, Hari S Bhartia and
Jubilant Enpro Private Ltd, are the Promoters of the Company. The Company & its subsidiary
operates Domino's Pizza brand with the exclusive rights for India, Nepal, Bangladesh and Sri
Lanka, The Company is market leader in the pizza segment with a network of 1,126
Domino’s Pizza restaurants across 264 cities (as on October 26, 2017).
The Company is the market leader in the organized pizza market in the pizza home delivery
segment in India, The Company has strengthened its portfolio by entering into an agreement
with Dunkin' Donuts Franchising LLC, for developing the Dunkin' Donuts brand and
operating restaurants in India,
Over the period since 1996, Domino's Pizza India has remained focused on delivering great
tasting Pizzas and sides, superior quality, exceptional guest care and value for money
offerings. They have endeavoured to establish a reputation for being a home delivery
specialist capable of delivering pizzas within 30 minutes or else FREE to a community of
loyal consumers from all our restaurants around the country.
Domino's vision is focused on “Exceptional people on a mission to be the best pizza delivery
company in the world!" They are committed to bringing fun, happiness and convenience to
lives of our consumers by delivering delicious pizzas to their doorstep and their efforts are
aimed at fulfilling this commitment towards a large and ever-growing guest base.
Domino's constantly strives to develop products that suit the tastes of our consumers and
hence delighting them. Domino's believes strongly in the strategy of 'Think global and act
local'. Thus, time and again they have been innovating with delicious new products such as
crusts, toppings and flavours suitable to the taste buds of Indian Consumers. Further
providing value for money and affordable products to their consumers has been an important
part of their efforts. Their initiatives such as Fun Meal and Pizza Mania have been extremely
popular with consumers looking for an affordable and value for money meal option.
Domino's believes that when a box of pizza is opened, family and friends come together to
share the pizza. Hence, our brand positioning: ‘Yeh Hai Rishton Ka Time'

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That's why, all Domino’s Pizza efforts, whether it is a new innovative and delicious product,
offering consumers value for money deals, great service, countrywide presence or the
promise to deliver in 30 minutes or free are all directed towards making relationships
stronger, warmer and more fun by giving consumers an opportunity to get together, catch up,
reunite and spend more time together.
Objective of Study
 To study consumer behaviour.
 To study factors influencing consumer behaviour.
 To know source of consumer preferences.
 To examine purchasing behaviour of the consumer.
 To know the consumer satisfaction in pricing factors.
 To know the consumer satisfaction in delivery of their order.
 To give suggestions to the company to improve their service.
Scope of the study
The area of study is limited to the segment selected within Goa, Bangalore and others states.
It is difficult to collect information within the limited period of time. This has caused my
study only to the existing consumers of Domino’s Pizza within the states. In this project I
have made an attempt to study consumer’s preference relating to Domino’s Pizza. The
required data was collected from 100 respondents by means of well-structured questionnaires.
ResearchMethodology
This study is based on both Primary and secondary data. The primary instrument for data
collection used in this study was a questionnaire. Primary data was collected from 100
respondents from different states. The sampling method used in this study was random
sampling. The google forms were created for the survey. The survey forms were forwarded
through medium of channels like Mails, WhatsApp, and Facebook etc.
Secondary data have been collected through magazines and official websites of Domino’s
Pizza. Data thus collected was processed, analysed and interpreted to draw the valid
illustrations.
Limitations of the study
The extent of the survey was conducted in limited states only. So the suggestions or
information given in this report may not hold true for other location in India.

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It is possible that the information provided by the respondents may accurate or inaccurate.
DATA ANALYSIS AND DISCUSSION
A random sample survey of 100 respondents in the selected region of India. Their responses
have been tabulated and presented in the form of graph for analysis.
Table 1.1 - Gender
Gender Number Of Respondents
Female 27
Male 73
Grand Total 100
Diagram1.1
27
73
Gender
Female
Male

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The above pie diagram shows that there are 100 respondents. From 100 respondents there are
more male respondents than female respondents. From 100 there are 73 males and 27 females
respondents.
Table 1.2 - Age
Age Group Number of Respondents
20-30 79
30-40 9
40-50 3
Less than 20 9
Grand Total 100
Diagram1.2
As the above table and graph shows that most of the respondents from the sample are coming
in the age group of 20-30. Where else only 3 of the respondents are coming in the age group
of 40-50. It indicates that our youth motivated towards Domino’s Pizza. Even the respondents
coming in the age group 30-40 are quite high as compared to the age group of 40-50. Also
there are only 9 respondents between age group of less than 20.
Table 1.3 - Location
Location Number of Respondents
Andhra Pradesh 1
Bangalore 13
0
10
20
30
40
50
60
70
80
20-30 30-40 40-50 Less than 20
79
9
3
9
Age Group
Total

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Goa 82
Mumbai 2
Tamil Nadu 1
West Bengal 1
Grand Total 100
Diagram1.3
As the above pie diagram indicates that a survey was conducted in some of the selected
regions of India. Most of the respondents were from Goa i.e. 82 respondents were from Goa.
13 respondents from Bangalore , 2 from Mumbai , 1 from Tamil Nadu , 1 from West Bengal
and 1 from Andhra Pradesh.
Table 1.4 – Occupation
Occupation Number Of Respondents
Businessman 9
Employee 28
13
82
2
111
Location
Bangalore
Goa
Mumbai
Tamil Nadu
West Bengal
Andhra Pradesh

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Professional 12
Student 51
Grand Total 100
Diagram1.4
The above pie chart denotes out of 100 respondents most of the respondents are students or
youth. 51 respondents are students, 28 are employees, and 12 are professionals and only 9
respondents are business man.
Table 1.4 - Types of pizza you mostly ordered
Types of pizza mostly
ordered Number Of Respondents
Non veg pizza 47
0
10
20
30
40
50
60
Businessman Employee Professional Student
9
28
12
51
Occupation
Total

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Non veg pizza; Pizza mania 5
Pizza mania 23
Veg pizza 22
Veg pizza; on veg pizza 1
Veg pizza; on veg pizza; Pizza
mania 2
Grand Total 100
Diagram1.4
As can be seen from the graph which types of the pizza or combinations consumer’s would
like to ordered. The graph indicates that most of the consumers or respondents from the
survey would like to have non-veg pizza. Out of 100 respondents 47 like non-veg pizza , 23
respondents like pizza mania , 22 like veg pizza . Although the respondents also like both 5
respondents like non-veg pizza , 2 respondents like all three types of pizza i.e., veg , non- veg
and pizza mania and only 1 respondent like only veg and non-veg pizza.
Table 1.5 Price range consumer’s like to buy pizza
Price Range Number Of Respondents
47
5
23 22
1 2
0
5
10
15
20
25
30
35
40
45
50
Non veg
pizza
Non veg
pizza;Pizza
mania
Pizza
mania
Veg pizza Veg
pizza;Non
veg pizza
Veg
pizza;Non
veg
pizza;Pizza
mania
Types of Pizza ordered
Total

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300-499 44
500 Above 11
99-299 45
Grand Total 100
Diagram1.5
The above bar diagram denotes that most of the respondents i.e. 45 are buying or consuming
pizza in the range of 99-299. In the range between 300-499 only 44 respondents are
consuming pizza and remaining 11 is consuming pizza in range above 500.
Table 1.6 - How often consumer’s order pizza
How often consumer’s
order pizza
Number Of
Respondents
More than once a week 9
0
5
10
15
20
25
30
35
40
45
300-499 500 Above 99-299
44
11
45
Price Range
Total

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Once a fortnight 16
Once a month 56
Once a week 19
Grand Total 100
Diagram1.6
As can be seen from the above diagram how the consumers or the survey respondents often
order pizza. Out of 100, 56 respondents order pizza once in a month. Only 19 respondents
from survey order pizza in once in a week. Once in a fortnight only 16 respondents order
pizza. And remaining 9 respondents order pizza once in a week.
Table 1.6 - Consumer’s favourite time to eatpizza
Time Number Of Respondents
Breakfast 15
0
10
20
30
40
50
60
More than
once a week
Once a
fortnight
Once a
month
Once a week
9
16
56
19
How often consumer’sorder pizza
Total

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Dinner 70
Lunch 15
Grand
Total 100
Diagram1.6
The above pie chart shows the taste and preferences of the respondents of the survey. From
the sample survey of 100 respondents, 70 respondents like to eat pizza at dinner, out of
remaining 30 respondents 15 like to eat pizza at lunch and 15 like to eat pizza at breakfast.
Table 1.7 - With whom they like to order and eatPizza
With whom they like to
order and eat Pizza
Number Of Respondents
Boyfriend/Girlfriend 14
Family 25
Friends 61
Grand Total 100
Diagram1.7
15
70
15
Consumer's favorite time to
eat pizza
Breakfast
Dinner
Lunch

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The above bar diagram represents with whom the consumers would like to eat pizza. Most of
the respondents had said that they like to eat pizza with their friends. From 100 respondents,
61 respondents like to have pizza with their friends, 25 respondents with their family and
remaining 14 respondents would like to eat pizza with boyfriend/girlfriend.
Table 1.8 - Consumer’s eat Pizza Crust
Consumer’s eat Pizza crust Number Of Respondents
No 34
Yes 66
Grand Total 100
Diagram1.8
14
25
61
0
10
20
30
40
50
60
70
Boyfriend/Girlfriend Family Friends
Wiith whom they like to order and eat Pizza
Total

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The above bar graph shows the taste of the consumers regarding the Domino’s Pizza. If the
consumers like pizza crust or not. Most of the consumers i.e. 66 of the respondents like to eat
pizza crust and remaining 34 respondents doesn’t like to eat pizza crust.
Table 1.9 - Medium of ordering Pizza
Medium of ordering
Pizza Number Of Respondents
Delivery 56
Pick up 44
Grand Total 100
Diagram1.9
0
10
20
30
40
50
60
70
No Yes
34
66
Consumer’seat Pizza crust
Total

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The above pie chart denotes about the medium of ordering Domino’s Pizza. 56 of the
respondents are satisfied by ordering it by delivery and remaining 44 are satisfied by ordering
pizza by pickup. Most of the people are ordering pizza by delivery.
Table 2.0 - Consumers channel of consuming Pizza
Diagram2.0
As can be seen from the above pie chart show how the consumers consume pizza through
different channels. Most of the respondents have said that they order it through the store by
56
44
Medium of ordering Pizza
Delivery
Pick up
52
22
26
Consumers channel of
consuming Pizza
Calling the store on
the telephone
Domino's pizza app
Online ordering site
Consumer’s channel of
consuming pizza
Calling the store on the telephone 52
Domino's pizza app 22
Online ordering site 26
Grand Total 100

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calling. 52 of the respondents ordered pizza on the store by calling , 26 respondents order it
by online ordering websites and remaining 22 order pizza through Domino’s app.
Table 2.1 - Consumer’s want more toppings on their pizza at the same rate
Consumer’s want more toppings on
their pizza at the same rate Number Of Respondents
No 24
Yes 76
Grand Total 100
Diagram2.1
The above graph denotes about the consumers satisfaction about the toppings on pizza at the
same rate. Consumers have expressed that they want more toppings on the pizza at the same
rate. From the survey of 100 respondents, 76 respondents want more toppings at same rate
and remaining 24 respondents doesn’t want toppings.
Table 2.2 - Consumer’s think pizza as an affordable treat
0
10
20
30
40
50
60
70
80
No Yes
24
76
Consumer’swant more toppings on their pizza
at the same rate
Total

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Consumer’s think
pizza as an
affordable treat
No 35
Yes 65
Grand Total 100
Table 2.2
The above bar diagram indicates about thinking of consumers about pizza , if it is affordable
treat or not. Most of the respondents think that that pizza is the affordable treat. Less doesn’t
think pizza is the affordable treat for them. From 100 respondents , 65 respondents say that
pizza is the affordable treat and remaining 35 think that pizza is not the affordable treat.
Table 2.3 - Customer care provide proper information to consumer’s
Customer care provide
proper information to
consumer’s
No 26
Yes 74
Grand Total 100
Diagram2.3
0
20
40
60
80
No Yes
35
65
Consumer’sthink pizza as an
affordabletreat
Total

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As can be seen from the bar diagram about the information provided by the customer care to
the customers. Out of 100 respondents , 74 respondents said that they provide correct and
proper information and remaining 26 respondents said they provides incorrect information.
Table 2.4 - Consumer’s satisfactionwith the amount of time takenfor
delivery
Consumer’s satisfaction
with the amount of time
takenfor delivery
No 22
Yes 78
Grand Total 100
Diagram2.4
0
20
40
60
80
No Yes
26
74
Customercare provide proper
informationto consumer’s
Total

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The above graph indicates about the satisfaction level of the customer regarding time taken
for pizza delivery. More respondents were satisfied and other were dissatisfied. 78
respondents were satisfied for time taken for delivery and other remaining 22 respondents
were disappointed because of more time taken for delivery.
Table 2.5 - Consumer’s decide to choose Domino's pizza
Consumer’s decide to choose
Domino's pizza Number Of Respondents
Cheap as compared to others 2
Customer Service 4
Location 1
Price 7
Price; Customer Service 3
Price; Specialty Pizza 2
Specialty Pizza 20
Taste 47
Taste; Customer Service 2
Taste; Customer Service; Specialty Pizza 1
Taste; Price 3
Taste;Price;Customer Service 2
Taste;Price;Customer Service; Specialty
Pizza 2
Taste; Specialty Pizza 4
Grand Total 100
Diagram2.5
0
20
40
60
80
No Yes
22
78
Consumer’ssatisfactionwith the
amount of time taken for delivery
Total

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The above chart indicates that 47 respondents decide to choose domino’s pizza due to its
taste. 20 of the respondents chose it because of its speciality pizza. 7 respondents have
chosen it due to its price. And remaining had chosen it due to cheap as compared to others
and location.
Table 2.6 - Consumer’s ratings towards Domino's pizza
Consumer’s ratings
towards Domino's pizza
Average 14
Excellent 18
Good 63
Poor 5
Grand Total 100
2 4 1
7 3
2
20
47
2 1 3 2 2
4
Consumer’sdecide to choose Domino's pizza
Cheap as compared to others
Customer Service
Location
Price
Price;Customer Service
Price;Specialty Pizza
Specialty Pizza
Taste

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Diagram2.6
The graph denotes the ratings given by different respondents to domino’s pizza. 63 of the
respondents have said that it is good , 18 has said that it is excellent , 14 have said that it is
average and remaining 5 respondents have said that it is poor.
Suggestionsgivenby the respondents for Domino’s Pizza were: -
 Quantity should be increased in mid-range pizza.
 Reduce cost if possible.
 Price can be minimised so as to make every walk of people to enjoy.
 Have some Indian flavour.
 Provide the food in time.
 Give some more quantity.
 We want some offers and discounts.
 Domino's pizza should provide more flavours in regular pizza as mostly people buy those.
 Rate should be minimum.
 There should be less tax.
 More outlets should be there.
 Improve the toppings and more cheese please.
 Try to make it a thin crust pizza. And u will provide very less of herbs.
 And if you all are giving major crust than try to provide toppings on that crust as well which will
Don’t.
 Wish pizza was free.
0
10
20
30
40
50
60
70
Average Excellent Good Poor
14
18
63
5
Consumer’sratings towardsDomino's pizza
Total

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Conclusion
The extent of the survey was conducted in limited states only. The random sample method
survey was done with 100 respondents. It had observed that most of the age group between
20-30 order more Domino’s Pizza. Pizza is mostly liked by the students and ordered by them.
It has been also observed through findings that large number of people orders non-veg pizza
rather than veg pizza. Most of the consumers orders pizza between the range of 99-299.
Consumers like to order pizza once in a month and prefer to order pizza at dinner. Most of
the consumers like to eat pizza with their friends. Most of the people order pizza through
delivery and channel used by them is ordering through telephone. As it has be notified that
the toppings on the pizza were less, so the consumers want more toppings on Domino’s
Pizza. Also most respondents have said that pizza is the affordable treat to them. Also the
service provided by the Domino’s Pizza customer care is proper and accurate.
Many respondents have said that they have chosen Domino’s Pizza for number of factors
influencing them to purchase the pizza. Factors such as taste, speciality pizza and price
influence the customer to order and consume the pizza. Also from the survey the consumers
has rate Domino’s Pizza as a good Pizza in the world.
The findings of the survey show that there are many significant factors that together make up
the buying decision of the product. In the above study, a large portion of the user is satisfied
from Domino’s Pizza. It has been observed that all Domino’s Pizza efforts, whether it is a
new innovative and delicious product, offering consumers value for money deals, great
service, countrywide presence or the promise to deliver in 30 minutes or free are all directed
towards making relationships stronger, warmer and more fun by giving consumers an
opportunity to get together, catch up, reunite and spend more time together. Domino’s has
built the customer relationship through their services
From this we can conclude that they have a large and good customer relationship.

Final project of domino's pizza

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