Dominos vs. US Pizza Essay Example for Free

Dominos vs. US Pizza Essay The research report you have authorized us to write on â€Å"Dominos vs. US Pizza† is now ready and follow this letter. This report is the result of work completed at SKIPS. During our work term as other student, we were engaged to assist in related topic collection. In the course of this work we gained knowledge about this topic. It is the detailed information and data which is the subject of this report. Through the course of the term, we were given the opportunity to learn much about the strategic model of Dominos. We feel that this knowledge will be helpful in future work terms, and in our career. We would like to thank our mentor Mr. Manish Thaker for his patience and good judgement, as well as classmates who were always willing to help. Sincerely Parul Kapoor (43) Sejal Rathod (55) Table of contents Contents Executive summary Introduction Research methodology Analysis of research data Findings Conclusions Recommendation Annexure Executive Summary This report contains the detailed research about the ‘strategies of Dominos vs US Pizza’. The research was an exploratory one. The aim of the research was to find the out the strategies adopted by Dominos to attract customer towards it. The research was conducted in the period of March to April. The target population of the research was the pizza consumers. Out of this the sample size of 100 were drawn based on convenient sampling technique. The research was done by filling the questionnaire which was fully drawn on the basis of the research objectives. The conclusion for the research was almost drawn during the data collection itself. 100% of respondents like pizza. Out of sample size of 100, 68% of respondents visit more to Dominos. 35% of respondents lie in age group of 20-25 years, visit these restaurants with their friends in free hours. Respondents prefer Dominos because the quality of the food offered by Dominos is good. Awareness of preferred restaurant came from friends and T. V add. This shows that people are attracted more towards Dominos because quality of food offered by Dominos is better than Quality offered by US Pizza. INTRODUCTION Problem Definition: Both (Dominos and US Pizza), provide same kind of facility. They have huge varieties in pizza as well as other items. Us pizza has unlimited scheme packages and price of its items are also reasonable whereas Dominos doesn’t have any unlimited packages and price of all the items are also high as compare to U. S. Pizza. Still people attracted towards Dominos, more than US Pizza. Research Objectives: The key objectives of the research are identified as following: To study the strength of Dominos business model. To study the strength of US Pizza’s business model. To find out ‘why people are attracted more towards Dominos than US Pizza’ Research Design: This is an exploratory type of research. It’s a problem of general nature, numbers and statistics are used to support this research. The primary source of data is in questionnaire and short interview. Research design is the that phase where researcher has to detail a plan in which alternatives are going to be chose at each of the following stages. Selection of type of research. Selection of measures and measurement techniques. Selection of sample size and sampling techniques. Selection of methods of data analysis. Research Methodology: Primary Data: Data is collected through structured questionnaire by conducting survey. Mode of collection Online questionnaire Offline questionnaire Methods of Data Analysis The questionnaire of 22 variables (2 dependants and 18 independents) was administered through advanced data analysis of utilities of SPSS. 1. Hypothesis To achieve these objectives, the following hypotheses are formulated:- 1. H0 :- More Frequency of customer towards Dominos Pizza H1:- Frequency is more towards other restaurant 2. H0 :- All parameters are equality important H1:- At least 1 Parameter is Important 3. H0:- Customers are satisfied for all Parameter H1:- Customers are Satisfied for At least One Parameter Data analysis and interpretation: Exhibit-1 1)Like restaurants Frequency Percent Valid Percent Cumulative Percent Valid YES 100 100. 0 100. 0 100. 0 Interpretation: From Exhibit -1 we can conclude that 100% people like to go to restaurant. Exhibit-2 2)Visit time Frequency Percent Valid Percent Cumulative Percent. Valid ONCE OR TWICE IN WEEK 23 23. 0 23. 0 23. 0 ONCE OR TWICE IN 15 DAYS 27 27. 0 27. 0 50. 0 ONCE OR TWICE IN A MONTH 37 37. 0 37. 0 87. 0 OCCATIONNALY 13 13. 0 13. 0 100. 0 Total 100 100. 0 100. 0 Interpretation:- From above chart 37% people go to restaurant once or twice in a month, 27% people go to restaurant once or twice in a 15 days, 23% people go to restaurant once or twice in a week and only 13% people like to go to restaurant occasionally. Exhibit-3 3)No. of visit Frequency Percent Valid Percent Cumulative Percent Valid 1-5 91 91. 0 91. 0 91. 0 5-10 7 7. 0 7. 0 98. 0 MORE THAN 10 2 2. 0 2. 0 100. 0 Total 100 100. 0 100. 0 Interpretation: looking above graph 91% respondent visit restaurant 1-5 times in a month Exhibit-4 4)Prefer Frequency Percent Valid Percent Cumulative Percent Valid PIZZA 59 59. 0 59. 0 59. 0 CHAT 6 6. 0 6. 0 65. 0 SANDWITCH 25 25. 0 25. 0 90. 0 OTHER 10 10. 0 10. 0 100. 0 Total 100 100. 0 100. 0 Interpretation: From above Exhibit more preference given to pizza then other snacks. Exhibit-5 5)Like pizza Frequency Percent Valid Percent Cumulative Percent Valid YES 100 100. 0 100. 0 100. 0. Interpretation: Above diagram conclude that thought respondents like other snacks like sandwitch, chats etc, they also like pizza. Exhibit-6 6) Preferred rest. Frequency Percent Valid Percent Cumulative Percent Valid DOMINOS 68 68. 0 68. 0 68. 0 US PIZZA 26 26. 0 26. 0 94. 0 PIZZA WORLD 2 2. 0 2. 0 96. 0 PIZZA ZONE 2 2. 0 2. 0 98. 0 OTHER 2 2. 0 2. 0 100. 0 Total 100 100. 0 100. 0 Interpretation: Respondents like to go many restaurant like dominos, us pizza, pizza world, pizza zone etc but they give more preference to dominos. Exhibit-7 7)Reason for visit Frequency Percent Valid Percent Cumulative Percent Valid QUALITY IS GOOD 86 86. 0 86. 0 86. 0 PRICE IS LOW 8 8. 0 8. 0 94. 0. SERVICE IS GOOD 2 2. 0 2. 0 96. 0 4 2 2. 0 2. 0 98. 0 5 2 2. 0 2. 0 100. 0 Total 100 100. 0 100. 0 Interpretation: Above diagram conclude that people give more preference to dominos because food quality of dominos is better than other restaurant. Cross-tab Q-9 Q-10. Important factor satisfaction level 8. (a) Quality * 9. (b)Price Crosstab Count 9. (b)Price Total Satisfied least satisfied 8. (a)Quality very imp 54 46 100 Total 54 46 100 Interpretation: From above cross tab 54% respondents to whom quality is very important and they are also satisfied by the price which they are paying for the quality. 8. (a) Quality * 9. (c)Service Crosstab Count 9. (c)Service Total Satisfied 8. (a)Quality very imp 100 100 Total 100 100 Interpretation: Almost all the respondent to whom quality is very important they all satisfied by the service given by the restaurant. 8. (a) Quality * 9. (d)Ambience Crosstab Count 9. (d)Ambience Total Satisfied normal 8. (a)Quality very imp 79 21 100 Total 79 21 100 Interpretation:- Above table conclude that respondents to whom quality is very important they are also satisfied by the ambience in the restaurant. 8. (a)Quality * 9. (e)Customization Crosstab Count 9. (e)Customization. Total Satisfied normal least satisfied 8. (a)Quality very imp 77 21 2 100 Total 77 21 2 100 Interpretation: respondents who gives very important to quality also satisfied by the customization adopted by their favourite restaurant. 8. (b)Price * Satis. In Quality Crosstab Count Satis. In Quality Total very satisfied 8. (b)Price very important 46 46 IMPORTANT 23 23 least important 31 31 Total 100 100 Interpretation: In this table respondents who gives very important to the price, they are also very satisfied by the quality they are getting in that price. 8. (b)Price * 9. (b)Price Crosstab Count 9. (b)Price. Total satisfied least satisfied 8. (b)Price very important 0 46 46 IMPORTANT 23 0 23 least important 31 0 31 Total 54 46 100 Interpretation:- Respondents who gives very important to the price they are least satisfied by the price adopted by their favourite restaurant. 8. (b)Price * 9. (c)Service Crosstab Count 9. (c)Service Total satisfied 8. (b)Price very important 46 46 IMPORTANT 23 23 least important 31 31 Total 100 100 Interpretation: This table conclude that respondents to whom price is very important they also satisfied by the services delivered by restaurant. 8. (b)Price * 9. (d)Ambience Crosstab. Count 9. (d)Ambience Total satisfied normal 8. (b)Price very important 46 0 46 IMPORTANT 2 21 23 least important 31 0 31 Total 79 21 100 Interpretation: Respondents also satisfied by the ambience presents in their favourite restaurant. 8. (b)Price * 9. (e)Customization Crosstab Count 9. (e)Customization Total satisfied normal least satisfied 8. (b)Price very important 46 0 0 46 IMPORTANT 0 21 2 23 least important 31 0 0 31 Total 77 21 2 100 Interpretation:- Respondents to whom price are very important they also satisfied by the customization. 8. (c)Service * Satis. In Quality Crosstab Count Satis. In Quality Total very satisfied 8. (c)Service very important 52 52 important 48 48 Total 100 100 Interpretation: Respondents who give much important to the service they are also satisfied by the quality. 8. (c)Service * 9. (b)Price Crosstab Count 9. (b)Price Total satisfied least satisfied 8. (c)Service very important 52 0 52 important 2 46 48 Total 54 46 100 Interpretation: Respondents to whom service are very important they are satisfied by the price which they are paying. 8. (c)Service * 9. (c)Service Crosstab Count 9. (c)Service Total satisfied 8. (c)Service very important 52 52 important 48 48 Total. 100 100 Interpretation:- Respondents to whom service is very important they also satisfied by the service offered by their favourite restaurant. 8. (c)Service * 9. (d)Ambience Crosstab Count 9. (d)Ambience Total satisfied normal 8. (c)Service very important 31 21 52 important 48 0 48 Total 79 21 100 Interpretation: respondents who gives important to the service they are also satisfied by the ambience in the restaurants. 8. (c)Service * 9. (e)Customization Crosstab Count 9. (e)Customization Total satisfied normal least satisfied 8. (c)Service very important 31 21 0 52 important 46 0 2 48 Total 77 21 2 100. Interpretation: Respondents to whom service is important they are satisfied by the customization. 8. (d)Brand * Satis. In Quality Crosstab Count Satis. In Quality Total very satisfied 8. (d)Brand very important 31 31 Important 23 23 least important 46 46 Total 100 100 8. (d)Brand * 9. (b)Price Crosstab Count 9. (b)Price Total satisfied least satisfied 8. (d)Brand very important 31 0 31 Important 23 0 23 least important 0 46 46 Total 54 46 100 8. (d)Brand * 9. (c)Service Crosstab Count 9. (c)Service Total satisfied 8. (d)Brand very important 31 31 Important 23 23 least important 46 46 Total 100 100 8. (d)Brand * 9. (d)Ambience Crosstab. Count 9. (d)Ambience Total satisfied normal 8. (d)Brand very important 31 0 31 Important 2 21 23 least important 46 0 46 Total 79 21 100 8. (d)Brand * 9. (e)Customization Crosstab Count 9. (e)Customization Total satisfied normal least satisfied 8. (d)Brand very important 31 0 0 31 Important 0 21 2 23 least important 46 0 0 46 Total 77 21 2 100 Interpretation: Respondents gives least important to the brand but they are satisfied by quality, price, service, ambience and customization delivered by their favourite restaurant. 8. (e)Ambience * Satis. In Quality Crosstab Count Satis. In Quality Total very satisfied 8. (e)Ambience important 33. 33 least important 67 67 Total 100 100 8. (e)Ambience * 9. (b)Price Crosstab Count 9. (b)Price Total satisfied least satisfied 8. (e)Ambience important 33 0 33 least important 21 46 67 Total 54 46 100 8. (e)Ambience * 9. (c)Service Crosstab Count 9. (c)Service Total satisfied 8. (e)Ambience important 33 33 least important 67 67 Total 100 100 8. (e)Ambience * 9. (d)Ambience Crosstab Count 9. (d)Ambience Total satisfied normal 8. (e)Ambience important 33 0 33 least important 46 21 67 Total 79 21 100 8. (e)Ambience * 9. (e)Customization Crosstab Count 9. (e)Customization Total satisfied normal least satisfied 8. (e)Ambience important 31 0 2 33. least important 46 21 0 67 Total 77 21 2 100 Interpretation: Respondents who gives least important to the ambience but they are satisfied by the quality, price, service ambience customization. 8. (f)Customization * Satis. In Quality Crosstab Count Satis. In Quality Total very satisfied 8. (f)Customization very important 2 2 important 98 98 Total 100 100 8. (f)Customization * 9. (b)Price Crosstab Count 9. (b)Price Total satisfied least satisfied 8. (f)Customization very important 2 0 2 important 52 46 98 Total 54 46 100 8. (f)Customization * 9. (c)Service Crosstab Count 9. (c)Service Total satisfied 8. (f)Customization very important 2 2. important 98 98 Total 100 100 8. (f)Customization * 9. (d)Ambience Crosstab Count 9. (d)Ambience Total satisfied normal 8. (f)Customization very important 2 0 2 important 77 21 98 Total 79 21 100 8. (f)Customization * 9. (e)Customization Crosstab Count 9. (e)Customization Total satisfied normal least satisfied 8. (f)Customization very important 0 0 2 2 important 77 21 0 98 Total 77 21 2 100 Interpretation: Almost all the respondents gives important to the customization and they are also satisfied by the quality, price, service, ambience, customization. 8. (g)Nearness * Satis. In Quality Crosstab Count Satis. In Quality Total very satisfied. 8. (g)Nearness very important 58 58 least important 42 42 Total 100 100 8. (g)Nearness * 9. (b)Price Crosstab Count 9. (b)Price Total satisfied least satisfied 8. (g)Nearness very important 52 6 58 least important 2 40 42 Total 54 46 100 8. (g)Nearness * 9. (c)Service Crosstab Count 9. (c)Service Total satisfied 8. (g)Nearness very important 58 58 least important 42 42 Total 100 100 8. (g)Nearness * 9. (d)Ambience Crosstab Count 9. (d)Ambience Total satisfied normal 8. (g)Nearness very important 37 21 58 least important 42 0 42 Total 79 21 100 8. (g)Nearness * 9. (e)Customization Crosstab Count 9. (e)Customization Total satisfied normal least satisfied 8. (g)Nearness very important 37 21 0 58 least important 40 0 2 42 Total 77 21 2 100 Interpretation: Almost all the respondents prefer to go to nearness restaurant and they are also satisfied by it. Exhibit-10 10)Visit with whom Frequency Percent Valid Percent Cumulative Percent Valid Friends 87 87. 0 87. 0 87. 0 Family 4 4. 0 4. 0 91. 0 g. f/b. f 9 9. 0 9. 0 100. 0 Total 100 100. 0 100. 0 Interpretation: respondents mostly go to the restaurant with their friends. Exhibit-11 11)Scheme Frequency Percent Valid Percent Cumulative Percent Valid unlimited 65 65. 0 65. 0 65. 0 By one get one free 5 5. 0 5. 0 70. 0 Discount 11. 11. 0 11. 0 81. 0 coupons 7 7. 0 7. 0 88. 0 Other 12 12. 0 12. 0 100. 0 Total 100 100. 0 100. 0 Exhibit-12 12)Awareness Frequency Percent Valid Percent Cumulative Percent Valid Friends 68 68. 0 68. 0 68. 0 TV adds 17 17. 0 17. 0 85. 0 news paper adds 9 9. 0 9. 0 94. 0 Posters 4 4. 0 4. 0 98. 0 Internet 2 2. 0 2. 0 100. 0 Total 100 100. 0 100. 0 Interpretation: looking to the above diagram respondents aware about the restaurant by their friends and by TV adds. Exhibit-13 13)Frequency Frequency Percent Valid Percent Cumulative Percent Valid occationally 28 28. 0 28. 0 28. 0 once or twice in a week 15 15. 0 15. 0 43. 0 once or twice in a month. 57 57. 0 57. 0 100. 0 Total 100 100. 0 100. 0 Intr Interpretation: respondents visit dominos once or twice in a month. Exhibit: 14 14)Visit reason Frequency Percent Valid Percent Cumulative Percent Valid In your free hours 66 66. 0 66. 0 66. 0 For meetings 6 6. 0 6. 0 72. 0 For parties 21 21. 0 21. 0 93. 0 For someone parties 7 7. 0 7. 0 100. 0 Total 100 100. 0 100. 0 Interpretation: Respondents mostly like to go to Dominos in their free time for Parties. Exhibit-15 15)Freq. visit reason Frequency Percent Valid Percent Cumulative Percent Valid Quality of food is good 53 53. 0 53. 0 53. 0 Has good friendly atmosphere. 32 32. 0 32. 0 85. 0 It is near your house 10 10. 0 10. 0 95. 0 Other 5 5. 0 5. 0 100. 0 Total 100 100. 0 100. 0 Interpretation: Above diagram conclude that respondents like to go to Dominos because the quality of the food offer by dominos is better. Exhibit-17 17) age Frequency Percent Valid Percent Cumulative Percent Valid 20-25 35 35. 0 35. 0 35. 0 25-30 17 17. 0 17. 0 52. 0 30-40 29 29. 0 29. 0 81. 0 above 40 19 19. 0 19. 0 100. 0 Total 100 100. 0 100. 0 Interpretation: looking to the above exhibit mostly young generation, who come under the age of 20-25 preferred to go to the Dominos. Findings conclusions. 1) From above analysis we can conclude that 68% respondents prefer to go to the Dominos then other restaurants. 2) Respondents prefer to go to the Dominos because the quality of the food is good over there. 3) People give very important to the quality, price and services. They give important to the customization but they give least important to the brand ambience. But comparison to all factor more preference given to quality price. They are satisfied by the quality in their favourite restaurant but they are least satisfied by the price. 4) Out of the respondents most number of respondents visits dominos with their friends family. 5) Respondents also aware about Dominos by their friends and TV adds. 6) Out of respondents mostly they prefer to visit Dominos once or twice in a month in their free time and for parties so we can conclude that they are regular customer. 7) Dominos attracts all kind of generation like those who come in age 20-25, 25-30, and above 30 also. But more attracted by 20-25 years old people. Conclusion 1) People gives more important to price and they also least satisfied by the price in dominos but they are attracted to Dominos because they are satisfied by the quality offered by the Dominos and for that they are not paying high price. 2) People are not attracted towards Dominos because it is an international brand. People are not giving important to the brand but they are giving important to the quality and price. 3) Mostly people go to Dominos with their friends and family. But people go to there with family rarely because of the price factor. They prefer to go U. S. Pizza with family because it offer unlimited scheme which is enable them to spend less. 4) People also aware about the Dominos by their friend and TV adds also by the banners. 5) Dominos attracted all kind of generation like youngster adult. Strategies Following are the strategies adopted by Dominos to attract the customer towards it. 1) They maintain the quality of the food same in every store because there quality is main factor to influence the customer. 2) They maintain same taste in every store. 3) They also maintain hygiene level. 4) They have monopoly in 5 types of pizza which is thin crust, hand toast, cheese burst, deep dish, 3 cheese. 5) They come up with new product every 3-4 months. 6) They contacted their customer and ask about their choice taste and they launch new product according to customer preference. 7) People give more preference to the nearness restaurant so they open their branches in 15 areas. 8) They give free delivery in just 30 minute. If it is not delivered in 30 minute they give pizza free of cost. 9) Mostly college going student and working people go to Dominos so they open there branches in 2. 5km 3 km near to the college and office area. Recommendation 1) People give more important to the price if dominos reduce their price then people they can capture almost all market share. 2) If dominos don’t want to reduce the price than it can also offer some discount or unlimited scheme. People attracted towards US pizza because of it unlimited scheme. Here people already satisfied by quality if they offer some scheme then they can attract more people who go restaurant with their family. 3) They also offer salads or other customization product. Annexure Dominos vs us Pizza Questionnaire Respected Sir/ Madam We, 1st year PGDM student from St Kabir Institute of Professional Studies , conducting a research on ‘Dominos vs US Pizza’. We want to know your views about these restaurants. The information provided by you is purely for research purpose and will be strictly kept confidential. Top of Form. 1) Do you like to go Restaurants? Yes No 2) When do you go to Restaurants? Once or Twice a week Once or Twice in 15 days Once or twice in a month Occasionally 3) How many times in previous month did you visit the restaurant? 0 1-5 5-10 More than 10 4) What do you prefer in snacks? Pizza Chat Sandwich Others 5) Do you like Pizza? Yes No 6) Where do you like the most to go for Pizza? Dominos US Pizza Pizza world Pizza zone Others 7) Why you like to go in above mention Pizza restaurant? Quality is good Price is low Service is good Others 8) How much importance do you give to the following factors when you go for eating pizza? Very Important Important Least Important Not at all Important Quality Price Service Brand Ambience Customization Nearness 9) How much are you satisfied with the following factors in your preferred pizza restaurant? Very satisfied Satisfied Normal least Satisfied Not Satisfied Quality Price Service Ambience Customization 10) With whom you like to go in this restaurant? Friends Colleague Family G. F/ B. F Others 11) Is there any scheme in above pizza restaurant? Unlimited By one get one free Discount Price Coupon Others No scheme s 12) How did you know above restaurant? Friends T. V Add. Newspaper adds. poster. Internet Other 13) How frequently you go to this restaurant? Occationally Once or twice in week Once or twice in month rarely 14) When you prefer to go? In your free hours For meetings For parties For someone’s parties 15) What is the main reason you frequently go a particular restaurant? Quality of food is good Has a good friendly atmosphere your family children like it It is near your house Other 16) Name 17) Age 15-20 20-25 25-30 30-40 above 40 18) Area where you belong: 19) Contact No 20) Gender Male Female 21) Occupation Student Job Business Other 22) You’re monthly Income? 20000 Bottom of Form.