Research synopsis

A COMPARATIVE STUDY
OF CONSUMER
PREFERENCES ON
CHAIN PIZZERIAS AND
LOCAL PIZZERIAS IN
DELHI CITY
:-By shiven wadhwa
1941117205
 Indian institute of Hotel Management,
Catering and nutrition, Pusa, New
Delhi, India

INTRODUCTION
Pizza has a special place in the culinary world, and he has been reaching out to
all of Pune's households. Customers have been provided a variety of pizza
varieties, with the pizza menu gradually adding Indian spices and flavors.
Pizza establishments are divided into two categories: chain pizzerias and local
pizzerias. Pizza Hut, Domino's, Smoking Jones, and a slew of other international
brands have carved themselves a sizable market in India, particularly in
metropolises such as Pune, Mumbai, and Delhi. Local Pizzerias, on the other
hand, have recognised that competing with this megacorporation’s will be tough,
so they have decided to operate in tiny communities. Their primary rival is in
the flavour department. The Chain Pizzerias have embraced worldwide flavours
and ingredients as recommended by their higher authorities; however the Local
Pizzerias appear to be more flexible with their ingredients and have integrated
local flavours such as paneer tikka, chaat pizza, and so on. Local pizzerias have
also been noticed attempting to experiment with their ingredients.
Local pizzerias have been cutting their pricing to attract more customers, and
they occasionally put-up special offers that are affordable to a specific
demographic. To avoid losing customers, chain pizzerias have recently lowered
their prices dramatically. With the introduction of local pizzerias into the food
market, we have seen a surge in the number of people choosing pizza, but the
local pizzerias have struggled to keep their consumers because the quality of the
ingredients does not meet the standards of a good pizza. Customers are also
compelled to return to chain pizzerias due to the labour and machinery required
to produce high-quality pizza, despite the fact that it is more expensive. If local
pizzerias are to stay in business in the long run, they must maintain both their
quality and the service they give. Because they have so many resources to work
with, chain pizzerias have the greatest advantage in terms of increasing their
quality and service.

PRE SENERIO
Before coming of chain pizzeria like dominos and pizza hut in delhi
there were only local pizzerias and pizza were also not that much
popular in India as it is an Italian dish and there were only local
pizzeria and proper taste of pizza were not known to the people.
Different pizzeria had there different tastes and different style of
making pizzas, some used to make pizza in wooden oven and some
and there very pizza outlets
And then till 2010 There were 2 dedicated pizza ( pizza hut and
dominos) chains serving pizza In India. From 2011 onwards there was
a hike in street food consumption in India where a growth of street
food consumption was noticed . Street vendors started serving pizza
which were cheaper but was made of low quality bread and cheese.
With mire focus on hygiene the scenario changed a rise in pizza chain
outlets were observed along with a sharp increase in pizza street
vendors with a hike in price of final product with better hygiene and
taste foods available.

Present senerio
Pizzerias business are currently blooming now and there is a tough as
well as. As local pizza chains are giving a tough competition to chain
pizzerias in terms of customer satisfaction, hygiene, and taste and are
also getting more popular because of internet marketing through social
media platforms like Instagram and youtube . food vlogs channels are
also helping local pizzerias grow more. As the prices of local pizzeria
are very low chain pizzeria are facing huge prices competition and to
fight with the competition pizzerias chains have started giving discounts
to its consumers.

OBJECTIVES
1. To list the Chain Pizzeria outlets and Local Pizzerias in Pune
2. To identify the preference between Chain Pizzerias and Local Pizzerias.
3. To analyse the reason for the preference between Chain Pizzeria and Local
Pizzeria.
LITERATURE OF REVIEW
Manjunath (2020), studied to learn about the purchasing habits of young people
in Mysuru who were between the ages of 15 and 29. It also delves into the
reasons for their affinity for Domino's Pizza. The study's findings are likely to
aid Domino's in maintaining and expanding their reach, resulting in better
services for customers.

Marciano, Adele (2015), goal of this Work Project is to create a marketing plan
for Big Slice, a fast-food pizzeria in Lisbon where I work in the marketing and
promotion department. The project's goal is to create promotions and strategic
relationships that will help to maximise the opportunity. For this, I studied the
important trends in the Portuguese food industry and performed multiple
qualitative interviews with young people. Finally, I created and implemented a
variety of alternative campaigns as well as essential strategic collaborations.
Arjen Van Lin, Els Gijsbrechts (2014), distinguished conceptualises the two
types of loyalty and examines how both may be experimentally identified in a
model of consumer reactions to store acquisitions. The authors based their model
on data from a single scanner panel that included 200 local marketplaces and
takeovers. Consumers show outlet loyalty after an acquisition, regardless of
chain or marketing mix changes, according to the findings. Contrary to popular
belief, counterfactual simulations have significant managerial consequences.
Purchasing outlets that already have a clientele results in better retail traffic than
a new owner might achieve on their own. These advantages are not available if
the acquiring chain is a hard discounter, in which case past shop knowledge is
less important and incentives to seek out new locations are larger.
Mr. Hussain, Dr. Mohideen (2016), to assess consumers' opinions and
preferences toward three competitive Retail Chain Outlets, Big Bazaar, Reliance
Fresh, and Marks Spencer’s, this research was carried out. The study also
examines the advantages and disadvantages of the outlets under consideration,
as well as the level of satisfaction as compared to Local Retail Outlets.

Pearson , Henryks, Trott , Philip , Parker, Dumaresq, Dyball (2011) New

research findings have mirrored the growth in availability and interest in local
food over the last decade. While there is agreement on the reasons why
consumers buy local food, there are major gaps in other areas of knowledge,
such as a clear description of what local food is. This is obstructing future
progress in the industry.

Dr.PURUSHOTHAMAN (2018) explored the preference of consumers for

organized retail stores in this study report. Consumer tastes and preferences are
evolving on a daily basis. They like a pleasant shopping experience, a large
range of products and services, parking, payment alternatives, and after-sales
care, among other things. The researcher attempts to comprehend the variables
that draw customers to organised retail establishments in this study. It is clear
from the research that organised retailers are an unavoidable part of Kerala's
retail economy. They are the ones who respond quickly to the demands of
customers. Due to a lack of facilities and offers, traditional Kerala shops are
unable to fully meet the expectations of their customers.

Vikkraman , Sumathi (2011), studied the Indian retail industry is split into two
categories: organised and unorganised. Departmental Stores, Hypermarkets,
Supermarkets, and Specialty Stores are displacing traditional markets. The
Indian retail industry accounts for more than 10% of the country's GDP. The
Modern Retail Industry in India is expected to be valued US$ 175200 billion by
2016, owing to strong economic growth, changing lifestyles, and favourable
demographic patterns. To assess consumers' opinions and preferences toward
three competitive Retail Chain Outlets, Big Bazaar, Reliance Fresh, and Marks
Spencers, this research was carried out. The study also examines the advantages
and disadvantages of the outlets under consideration, as well as the level of
satisfaction as compared to Local Retail Outlets.
Adhami (2012) also talked about a research on service sector. He talked about
increase of pizza sale by using mobile app. Dominos was the first indian pizza
brand to offer mobile delivery and ordering in delhi. The dominos Pizza
application set the bar for mobile ordering standards, not just for pizza, but also
for all branded ordering app experiences.

(Jones, 1983; Johns & Pine, 2002) The fundamental factors that
contribute to customer satisfaction in restaurants include food quality
(hygiene, balance, and healthiness), service quality, physical
provision (layout, furnishing, and cleanliness), atmosphere (feeling
and comfort), and service received (speed, friendliness, and care)
during the dining experience), which in turn determines customers
behavioral intentions toward the restaurants. Therefore it is important
to identify the factors that affect dining experiences.

RESEARCH METHODOLOGY
Primary Data
The Primary data was collected from the identified sample through simple
random sampling technique in a form of online questionnaire. The sample
included the respondents from the Delhi city visiting various Pizzerias and
outlets serving pizza in the menu.

Locale :- Delhi,NCR
Sample size:- approx. 100 questionaire are distributed among the people living in
Delhi, NCR
TOOLS AND TECHNIQUES: - QUESTIONAIRE AND REPORTS

SIGNIFICANCE
Pizza, a term that makes everyone's mouth wet, whether it's a toddler,
his grandmother, or you, are unquestionably one of the most popular
foods on the planet. Pizza is the epitome of straightforwardness.
Young and elderly alike like it as a flavourful dish. This study
compares various Chain and Local Pizzeria outlets in Pune on various
characteristics like as quality/taste, variety, hygiene, waiting time,
price, ambience, home delivery, and location. An Online survey was
used to collect data in the form of a questionnaire for the study. The
data was then quantified, studied, and the outcomes were graphically
presented. According to the findings, more individuals choose to eat
at Chain Pizzerias than at Local Pizzerias. Domino's was the best
chain pizzeria shop discovered in the study, while Largo Pizza was the
best local pizzeria outlet identified.

Keywords : Consumer Preferences, Chain Pizzerias, and Local Pizzerias.

EXPECTED RESULTS
• This research will helps us to know about likings of people
towards pizza.
• This will help us to know whether people like chain pizzerias
or local pizzerias
• This will help us to know about the problem faced by people
while going to a pizza chain or local pizzeria
• To get to know that which chains gives better satisfaction to
its consumers

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