rm hardcopy final.doc

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Dr. V. N. Bedekar Institute Of ManagementStudies

MMS-1Sem-2

Subject: Research Methodology

Submitted To

Ms. Gitanjali kapoor maam

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Group members

Name: Roll no.:

Harshada Deshmukh 12

Shruti Walimbe 45

Prashant Wadnere 24

Priyanka Desai 50

Seema Tapole 31

Kalpesh Divekar 14

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Index

Sr.Number

Title Page No.

1 Introduction 4-6

2 Research Question 7-203 Comparison of Pizza Hut &

Dominos 21-23

4 Chi Square Test 24-25

5 Conclusion 25

6 References 26

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What is Research Methodology?

Research is the systematic process of collecting and analyzing information (data) inorder to increase our understanding of the phenomenon about which we areconcerned or interested.

Fast Food Industry In India

Fast food means the food that can be prepared and served very quickly.Fast food is one of the worlds largest growing food types. Indias fast food industryis growing by 40% .The multinational segment of Indian fast food industry is up toRs. 20 billion, a figure which is expected to zoom more than Rs.30 billion by 2010.

Major players in fast food are: McDonalds

KFC Pizza hut Dominos pizza Caf coffee day Barista Subway

Introduction of Pizza Hut

Pizza Hut was founded in 1958 by Dan and Frank Carney.Pizza Hut is one of the flagship brands of Yum! Brands, Inc.Pizza Hut are theworlds largest casual dining restaurant chain with over 12,500 restaurants across 91countries including India.

Pizza Hut is the market leader in casual dining restaurants in India with 147 storesacross 34 cities in India. Pizza Hut made its grand launch in India with a dine-inrestaurant in Bangalore in June 1996 and was the first international restaurant chainto enter this category and can be credited with pioneering the pizza market in India.

In 1986, Pizza Hut introduced delivery service, something no other restaurant wasdoing.In 1998, Pizza Hut launched their famous campaign "The Best Pizzas Under OneRoof."Pizza Hut is believed to have close to 50 per cent market share of the organized

pizza-retailing segment in India.

Introduction of Dominos Pizza4


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Dominos made their entry in India in 1995 when the country was marching into anera of liberalisation, privatisation and globalisation.Dominos Pizza India had a network of 298 stores, in 65 cities, in 22 states and unionterritories (as on 31st Jan 2010).

Dominos incorporated on September 14, 1996, following which the company name

was changed to Dominos Pizza India Ltd. Subsequently, on September 24, 2009,the name of the company was further changed to its present name Jubilant FoodWorks Limited. Mr. Shyam Sunder Bhartia, Mr. Hari Shanker Bhartia and JubilantEnpro Private Ltd are the promoters of Dominos.

Domino's Pizza constantly strives to develop products that suit the tastes of itsconsumers and hence delighting them. Domino's believes strongly in the strategy of 'Think global and act local.Dominos Brand Positioning of Khushiyon ki Home Delivery (Happiness Homedelivered) is the emotional benefit they offer to the consumers.

Need Of Study

Objective

The main aim of research is to find out the truth which is hidden and which hasnot been discovered as yet. Each research study has its own specific purpose, wemay think of research objectives as falling into a number of following broad

groupings:To discover answers to questions- through the application of scientific

procedures. The main aim of research is to find out the truth which is hiddenand which has not been discovered as yet.

To gain familiarity with phenomenon - or to achieve new insights into it. Likein our research to know the fact about the preferences of the consumers.

To portray accurately the characteristics- It means to give clear picture of characteristics of particular group. I.e. in our research to portray thecharacteristics of Pizza Hut and Dominos Pizza.

To determine the frequency - with which something occurs or with which it isassociated with something else.

To test a hypothesis Which is most preferable brand pizza hut or dominos.

Sampling

In Market research data can not be collected from each and every consumer anddealer as it is costly and time consuming. The better alternative is to select

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representative and collect information from such individuals it is called as sample. Asample is part of whole and is representative character. It refers to selected number of individuals chosen from the whole group/ population with view to obtaininformation and draw conclusions. Sample should be adequate to represent whole

population. In this research of Dominos and Pizza Hut 100 consumers are selectedrandomly as sample. So this research has sample size of 100 people.

This type of sampling is called as simple random sampling. Where each and everyitem in universe has equal chance of being selected. In this research samples havevisited both Dominos and Pizza Hut.

Samples in research are of two types first are general population who are comingwith their family or friends and second is corporate population. Who mostly prefer to go in Pizza shops during office timing and with colleagues. First type of samplesis from different age groups like school going kids, College friends, Aged peoplelike grandparents etc.

Data Base

Two types of sources of data collection

1) Primary sources of data2) Secondary sources of data.

When information is collected from directly informants it is treated as primary data.When information is collected from published records, it is treated as secondarydata. Primary sources can be consumers, sellers, there are many sources of secondary sources like magazines, libraries, trade associations etc. In this research

both primary and secondary sources of data collection are used.

Primary data is questionnaire forms filled up by consumers and direct informationgiven by Area manager of Pizza Hut and Shift manager of Dominos.

Secondary sources are leaflets, pamphlets of both pizza shops, information fromtheir web sites and some news paper articles.

Questionnaire Overview

Primary source of this research i.e. questionnaire forms are filled up by consumersof different out lets at different shops of both Pizza brands.

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Area of research has selected as Thane West.

They are like following

Pizza Hut

1. Ghodbandar

2. Panchpakhadi

Dominos

1. Pokhran road2. Ghodbandar 3. Panchpakadi

1. How often do you visit pizza restaurants ?

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Pizza restaurantWeekly 7Twice in amonth

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Monthly24

Occasionally53


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In this graph we can see that the people visit Pizza restaurants more duringoccasions.

2. What you prefer in terms of going out or ordering in?

Going out Order in

Pizza Hut 36 11Dominos 19 34

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For having food outside, people prefer pizza hut than dominos and for home

delivery, people prefer dominos than pizza hut.

3.Was the restaurant clean?

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low verylow

moderate high veryhigh

Pizzahut

0 0 3 17 33

Domino

s

0 0 6 13 28


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Pizza hut restaurants are more clean than Dominos.

4. Was the service hospitable and friendly?

Pizza hut 0 0 1 24 28

Dominos 0 0 24 21 2

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Pizza hut service is more hospitable and friendly than Dominos.

5. Out of the two brands in which one you find more variety of products?

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No. of PeoplePizza Hut 58Dominos 42


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Pizza hut has wide range of products than Dominos.

6. The taste of which out of two restaurants appeal to you more?

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People like taste of Pizza hut than Dominos.

7. The ambience of which brand is better?


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People like Pizza huts ambience more than Dominos.

8. Was the food served speedily?

low very low moderate high very highPizza hut 0 0 34 17 2Dominos 0 0 2 11 34

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Customer like speedy delivery of Dominos.

9. Food serving of which restaurant is better?

No. of PeoplePizza Hut 61

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Dominos 39

The way of food serving of Pizza hut is better than Dominos.

10. Did you feel that you got value for your money?

low very low Moderate High very highPizza hut 0 0 10 20 29Dominos 0 0 18 14 16

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People are more satisfied with pizza hut.

11. Which of the following factor influence your preference of pizza joint?

Pizza RestaurantAdvertisement 36Family 3Friends 44

Self liking 17

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Advertisements and friends factor influence preference with Pizza joint.

12. Will you visit again in the near future?

low very low moderate high very highPizza hut 0 0 19 16 25Dominos 0 0 13 12 15

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People tend to visit Pizza hut frequently than Dominos.

13. Rate your overall experience on a scale of 5

low very low moderate High very highPizzahut

0 0 3 31 36

Dominos

0 0 2 17 11

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People are more satisfied with the experience that they had with pizza hut.

Ambience :

In Dominos since they concentrate on only one channel i.e. distribution, the outletsof Dominos are less spacious and they are not designed keeping in mindcustomers perspective.

Whereas Pizza Hut has specious outlet where each and every outlet is designed as per its customer base, where customer can seat, relax, listen music and havedifferent variety of menu which they offer.

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One more reason why customers associate themselves with Pizza Hut more, is bellkept near entry door of Pizza Hut. Customer can ring the bell if he likes the taste of the food. It is another way to take customer feedback and simultaneously associatingwith the customer.

Service:

In Pizza Hut they provide good table service, they care for customer; they come toeach and every table and ask customer what he wants. In Pizza Hut they providefood with proper serving, they provide proper plate, spoon, fork for customer convenience whereas in Dominos the food is served in the parcel packets, which isvery inconvenient for customers.

In Pizza hut since it takes into account three channels i.e. dining. Delivery and takehome, the employees are trained to behave politely. Their smiling face makescustomers delight. But in Dominos has self service system which many people donot like.

Taste:

In Pizza Hut the pizza base is made on the daily basis in the outlets which adds up tothe value of pizza and makes pizza soft and fresh. Therefore, customers like the tasteof pizza. Pizza Hut provides quality products to its customers. The USP of Pizza Hutis the quality & taste of their pizza. The Pan Pizza is their star product. There is awide variety of pizzas in their menu list & thus catering to taste buds of maximum

people. They maintain uniformity in their products throughout their outlets bytraining their staff. They differentiate their products from those of competitors by

preparing fresh pizza base in the outlet while competitors use stored pizza base for their products. Due to this, their pizzas are more soft & taste better.

Dominos have a head office at Andheri where the dough for the pizza bases used allover Mumbai are made. They are transported to the outlets as and when required. Asa result of this fresh dough is not available at the outlets always. The pizza bases are,hence, not fresh always and are less soft eventually affecting the taste and quality of the pizza. This serves as the reason for the graph which depicts that the taste of PizzaHut is preferred over that of Dominos.

Location:

Pizza Hut outlets are located at prime locations, hence, attracting maximum number of customers. They alter the ambience of their outlet depending on their customer

base. For e.g. At the Powai outlet their clients mostly include corporate executivesso they have designed their outlet accordingly.

Dominos outlets are mostly located in corporate areas as they concentrate more onthe corporate customers. The 30 minutes delivery service, they provide, proves to beconvenient for the corporate people who get the pizzas at their desks when theycontinue their work.

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Hospitality:

Pizza Hut is known for its hospitable service. Their serving and attending staff arefriendly and courteous. Their serving time of food is low and thus the service isspeedy. The cutlery provided is convenient and stylish. They have devoiced a funway through which customers can express their delight to the staff, i.e. by ringing a

bell at the entrance of the outlet.

Dominos have self-service as a part of their culture where the customer needs toserve himself. It acts as a gap in the hospitality part of Dominos. To elaborate moreon this point, it becomes mandatory to point out that Dominos serve pizzas in thesame cardboard box they use to deliver parcels. Moreover they dont providespoons, forks or knives to the customers compelling them to use their hands to eat

pizzas.

Promotion:Both Dominos & Pizza Hut implement promotional offers for their customers on

purchase of combo packs. Dominos serve pizzas also at a low cost as low as Rs. 39which is not available at Pizza Hut. Both Dominos & Pizza Hut implement leaf-letting offers where they distribute discount coupons with the local newspapers or manually at public places.

Pizza Hut has more corporate tie-ups than Dominos and it also arranges parties for special customers which Dominos doesnt.

People are more aware of the Dominos brand than that of Pizza Hut. Dominostakes special care to make their brand more aware between the masses by frequentTV advertisements and ads in the mass media more than that of Pizza Hut.

Delivery System:Dominos commit 30 minutes time for the delivery of pizza which if notaccomplished they dont charge for the orders delivered up to Rs. 300.

Pizza Hut does not commit any time limit over delivery but in case the delivery ismade too late they offer special discount coupons to the customer.

Channels:

Pizza Hut operates in three channels viz. Dining, Delivery & Take Home.

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Dominos concentrates mainly on one channel i.e. Delivery which is why theyhavent implemented dining facilities in their outlets.

Innovation:

Pizza Hut values the customers feedbacks and accordingly introduces changes inthe menu items which serve the customers demands. Addition to this, they remove

the outdated menu items which are not preferred much by the customers andintroduce new items as frequent as every six months.

Dominos asks for customers feedback but doesnt make any changes in the menuitems accordingly.

Research question

Main objective of survey is to find out whether ther e is any significant difference between Pizza Hut & Dominos or not.

The above survey gives us following data

- No. Of people who prefers Pizza Hut is 63

- No. Of people who prefers Dominos Pizza is 37

To determine significant difference between these two Chi-Square analysis is used.The chi square test of independence is used to analyze the frequencies of twoqualitative variables of attribute with multiple categories to determine whether twovariables are independent.

CHI SQUARE ANALYSIS

Statistical Hypothesis Test.

Assuming the null hypothesis is true.

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STEP 1: State Hypothesis

Null Hypothesis {H 0} : There is no statistical diff erence between product of Pizza

hut & Dominos in Thane areaAlternative Hypothesis {H 1} : There The preference for Pizza hut is greater thanDominos pizza in Thane area.

Critical Value

Degrees of Freedom:

=No. of observation-1

= n-1= 2-1 = 1.

Level Of Significance: 5%

Critical Value of Chi-square = 3.84

Test Value:

From research:

No. of people who prefer to go with Pizza Hut = 63

No. Of people who prefer to go with Dominos = 37

Expected Value = 100/2 = 50

Test Value:

X2 = summation of (observed value expected value)/expected value.

X2 = [63-50] 2/ 50 + [37-50] 2 /50 = 169/50+169/50

= 6.76 ..Calculated Value24


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Result:

As the calculated value of Chi-square i.e. 6.76 is more than the table value of Chi-square i.e. 3.84

Hence H 0 is rejected and H 1 is accepted.

Conclusion :As Null Hypothesis {H 0} : There is no statistical difference between productof Pizza hut & Dominos in Thane area.

It is REJECTED .

Alternative Hypothesis {H 1} : The preference for Pizza hut is greater thanDominos pizza in Thane area.

It is ACCEPTED .

Thus, we can conclude that the preference for Pizza hut is greater than Dominos pizza in Thane area.

Suggestions:

When this survey was done, some correction points in both Pizza Hut & DominosPizza were spotted out which are as follows:

- Dominos employees should be trained properly.- Dominos should concentrate on ambience- Dominos should also concentrate on youth generation as Pizza Hut has

done.- Pizza Hut should concentrate on delivery channel as they do it for Dinning

Limitations of survey:

- Concentration on few location i.e. area concentrated was Thane only.- Less sample size i.e. sample size chosen were 100only which could have

been more than that.

References- www.dominos.co.in

- www.pizzahut.co.in

- Pizza Hut, Mr. Wasim ( Area Manager)

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http://www.pizzahut.co.in/http://www.pizzahut.co.in/


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- Dominos Pizza, Mr. Ketan ( Shift Manager)

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