BY- SURYAKUMAR THANGARASU(14 MBA 1073) VINAYAK BANAKAR(14 MBA 1107)

CONSUMER BEHAVIOURASSIGNMENT NO-1

LADDERING- DOMINOS PIZZA

LADDERING???

• Laddering is a qualitative marketing research technique, which seeks to understand why people buy and use products and services.

• Based on the means end theory, there is hierarchical organization between the consumer perception and knowledge and it contains the following parameter.

1. Attributes2. Consequences3. Value

QUESTIONNAIRE• What feature do you like the most in dominos?• What does the feature or attribute do?• What is important about that feature?• In what way it benefits you?• What does the benefit do for you?• Personally why is that benefit so important?• How frequent you visit this place?• How many years you are visiting dominos?• Why opted for dominos? Will the person accompanying you will have impact on choosing dominos?• Will you switch to another restaurant if the same taste and ambience is provided? • Have you tasted similar products outside dominos?

HIERARCHIAL MAPING FOR RESPONDANT 1 - Akilan

Values •Lazy and sophisticated•Satisfaction

Consequences•Saves Wallet and time•Frequent visit (once in a week)•Food available even late night

Attributes•Taste•Low price and Quick Delivery•Extended working time compared to others

HIERARCHIAL MAPING FOR RESPONDANT 2 - Nitish

Values •Self Esteem•Pleasure

Consequences•Frequent Visit (once in a week)•Music and Entertainment•Having a chat / Relaxation

Attributes•Closely located•Variety•Service and Ambience

HIERARCHIAL MAPING FOR RESPONDANT 3 – Prabal & Aditya

Values •True Friendship•Pleasure and Happiness

Consequences•Frequent Visit (above 4 times a week)•Having a chat / Relaxation•Quality•Impress others

Attributes•Closely located•Variety and taste•Hygienic•Foreign sounding

HIERARCHIAL MAPING FOR RESPONDANT 4 – Hari

Values •Accomplishment•Self Esteem

Consequences•Frequent Visit(Once in a week)•Better flavor and tasting•Special treat - Premium

Attributes•Taste - Organo Sizzling taste especially•Ambience•Uniqueness in pizza

HIERARCHIAL MAPING FOR RESPONDANT 5 – Shobit

Values •Feeling relaxed•Family

Consequences •Regular visitor•Excitement

Attributes•Kids Friendly•Many branches available•Low price

CONSOLIDATED HIERARCHIAL MAPING

Values

Consequences

Attributes

Thank you..!