A study of Domino’s pizza with reference to marketing strategies and consumer behaviour in Jammu
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Date
2018-10
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Sher-e-Kashmir University of Agricultural Sciences and Technology of Jammu, Jammu
Abstract
The present study investigation entitled “A study of Domino’s pizza with reference to marketing strategies and consumer behaviour in Jammu” was carried out on the basis of primary as well as secondary data.100 respondents from Jammu district were selected to conduct the study. Convenience sampling tools were used in the study.
From the study, it is concluded that that out of total 100 respondents, the maximum i.e. 39 respondents (39 per cent) lies in the income range of ₹10000-20000. The study also revealed 38 per cent respondents were satisfied and only 6 per cent were dissatisfied with the price of the food items,. Regarding the quality of food, 52 per cent were satisfied and none was dissatisfied with the quality of food. Regarding the taste of food available at Domino’s, 62 per cent were satisfied and none was dissatisfied with the taste of the food. Using Garret ranking technique, the study concluded in terms of the hospitality ranks number 1, followed by advertisement attractiveness, overall satisfaction towards restaurant, price of food, preparation time, environment of the place, quality of the food, variety of foods, freshness of the food, home delivery services, taste of the food at 2nd, 3rd, 4th, 5th, 6th, 7th, 8th, 9th, 10th and 11th positions respectively.
The study also revealed by using percentage analysis of the satisfaction level of the consumers of vegetarian foods of the outlet. Regarding Pizza, 55.88 per cent were satisfied and none was dissatisfied. The study revealed, regarding the preference of fast food outlets by the consumers, that out of the 100 respondents, 27 per cent preferred Domino’s over other outlets. It is concluded from the study that the company’s core product lies in the growth stage of the product life cycle and the concern of competition from the large units and MNC’s, government policy and procedure and absence of group approach were the potential problems faced by the companies.
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