Presented By:Group 5

Marketing ProblemTo conduct a feasibility study for opening up

a Domino's Pizza outlet at IIT Kanpur campus.

Marketing Research ProblemTo understand the food habits and

preferences of students of IIT Kanpur.To estimate the potential market for a fast

food joint like Domino's Pizza

To understand the parameters that are important to customers when eating out

To understand general spending habits

To understand the perception about Domino's Pizza in the minds of IIT Kanpur students

IITK houses 3500 students,(90% males)Residents are from diverse cultural backgrounds Various food joints available at IITK:

Hall canteensCampus restaurantShopping complexCC CanteenIME canteenMT

Phase I: Qualitative study7 In-depth Interviews lasting 1-1.5

hour.2 Focus Group Discussions with 8

members each.

Phase II: Descriptive Research using quantitative study.Target Population: - The students of IIT Kanpur Sampling Technique: -Two stage method ,Quota

followed by Convenience samplingIntercept Points : - Hall canteens of hostels 1,

4, 6 and GH, campus food outlets like CC Canteen, IME Canteen

Sample Size Target – 80 respondents(72 Males,8 Females)Actual – 75 Respondents(61 Males,14

Females)

Mess v/s CanteenPrice SensitivityRegional PreferencesConveyancePerception of Fast Food

Collection and coding of data. Questionnaire Tool: MS ExcelSSPSFrequency Calculation

H0 = Residents of IIT Kanpur are not variety seeking.

H1= Residents of IIT Kanpur are variety seeking.

48% of the respondents feel that the quality of food is good

45% of them feel that its average

Most of the candidates (96%) not unhappy with the food

Opinion of the Food in the campus

3%

48%45%

4%

0%

Very Good

Good

Average

Bad

Very Bad

Previous chart shows students to be happy with present facilities

Yet 68% of the respondents feel a need for another outlet

Hence null hypothesis rejected.

Need for another outlet

Yes68%

No19%

Can't say13%

Yes

No

Can't say

Hygiene (93%)Taste (83%)Variety (50%)Service (47%)Price (38%)Ambience (24%)

Over 60% of respondents have average daily expenditure greater than Rs.16

63% of respondents feel that Domino's Pizza is not over priced

Average Daily Expenditure

0-1532%

16-3048%

31-4511%

>459%

0-15

16-30

31-45

>45

Perception about McDonalds Pricing

54%

9%

37%Under Priced

Economically Priced

Over Priced

Equal Preferences to both Academic Area & Shopping Center(30% each)

Location Preference

3% 16%

3%

30%30%

7% 11%

GTRoad

Park

MT

Shopping Center

Academic Area

SAC

Other

Frequency of Visit to Domino's Pizza Last Semester vis-à-vis daily expenditure on food

Expected no. of Visits at Domino's Pizza vis-à-vis daily expenditure on food

7425

Expected Revenue

Expected Revenue from our Sample

Market share = 7425/51300 = 14.5%

Domino's Pizza should open an outlet at IIT Kanpur campus

It should be a full fledged outlet.The outlet should be located in the Shopping

Center or Academic Area

Sample size of 7 is small.

The duration of interview varied across the sample.

Possibility of the interpreter’s bias or moderator bias

Although care was taken that the sample is a representation of IIT Kanpur residents in terms of sex, under-graduates , post-graduates it may not be the true representation of the population.

Non-probabilistic technique of convenience sampling used which can skew the analysis.

The sample size was not statistically computed but was chosen on the discretion of the group.

It was assumed that the sample is representative of the population.

The group assumed that the respondent would rationally and patiently fill up the questions. Since there were no incentives given for filling up the questionnaire our assumption might not be valid.