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THE STUDY OF CUSTOMER SATISFACTION ON DOMINOS WITH
SPECIAL REFERENCE TO PALAKKAD CITY.
A project report submitted to the University of Calicut for partial fulfillment
Of the requirement for the award of the degree of
BACHELOR OF COMMERCE WITH COMPUTER APPLICATION
Submitted by
GOKUL DAS
Register Number: YVAPBCM096
Under the supervision and guidance of
Ms. SRUTHY .C
(Assistant professor in commerce and management)
DEPARTMENT OF COMMERCE AND MANAGEMENT
YUVAKSHETRA INSTITUTE OF MANAGEMENT STUDIES
(Affiliated to the University of Calicut)
2015-2018
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CERTIFICATE
This is to certify that the Project entitled “THE STUDY OF CUSTOMER SATISFACTION
ON DOMINOS WITH SPECIAL REFERENCE TO PALAKKAD CITY”, submitted by
GOKUL DAS, Reg.No:YUVAPBCM096, is a bonafide record of the work done by him
during the year 2017-2018 in partial fulfillment of the requirements for the award of DEGREE
IN BACHELOR OF COMMERCE from the University of Calicut.
Ms. SRUTHY .C Ms. MATILDA DANNY
(Assistant Professor) (Head of the Department)
Place:
Date:
EXTERNAL EXAMINER
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PROJECT REPORT 2017-2018
DECLARATION
I GOKUL DAS, hereby declare that the project entitled“ THE STUDY OF
CUSTOMER SATISFACTION ON DOMINIONS WITH SPECIAL
REFERENCE TO PALAKKAD CITY “is carried out by me under the
guidance of Ms. SRUTHY.C, Assistant Professor, Department of Commerce
and Management, Yuvakshetra Institute of Management Studies, Ezhakkad,
Palakkad.
I also hereby declare that this project work was not been submitted by me fully
or partially for the award of any degree, diploma or any other similar title of any
university or institution.
Place: GOKUL DAS
Date:
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ACKNOWLEDGEMENT
I thank almighty, without whose grace my work would not have been completed.
At the outset, I record my sincere thanks to the Director Rev. Fr. Cherian
Anjilimootil, Principal, Mr. Tomy Antony and Vice Principal Rev. Dr.
Fr. Lalu Olikkal, for giving me an opportunity to pursue Degree of Bachelor
of Commerce in this prestigious institution and to undertake this project work.
I render my sincere gratitude to Dr. Matilda Danny, Head of the

Department, PG Department of Commerce and Management for extending her
moral support throughout the entire period of my study.
I would like to express my gratitude to Sruthy.C, Assistant Professor, PG

Department of Commerce and Management for her valuable guidance and kind
advices, encouragement and creative suggestion at every stage of the dissertation
work.
I also extend my sincere thanks to all faculty member of our department for their
appropriate suggestions ensuring me to complete this dissertation
I acknowledge my heartfelt thanks to my beloved parents for their blessings and

friends for their support and encouragement in fulfilling this research.
GOKUL DAS
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CONTENTS
CHAPTER TITLE PAGE NO.

CHAPTER I
INTRODUCTION,
CHAPTER II
COMPANY PROFILE
CHAPTER III
REVIEW OF
LITERATURE
CHAPTER IV DATA ANALYSIS AND
INTERPRETATION
CHAPTER V FINDINGS ,
SUGGESTIONS, AND
CONCLUSION
APPENDIXES
QUESTIONNAIRE
BIBILOGRAPHY
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LIST OF TABLES
Sl. No: Title Page No:

1 Table showing the proportion of male and female 26
respondents
2 Table showing the age group of respondents 27
3 Table showing the preference of the respondents to various 28
dominos outlets in Palakkad.
4 Table showing the sources or channel from which the 29
respondents came to know about knowledge son dominos.
5 Table shows how often the respondents consume from 30
dominos.
6 Table showing the preference of items in dominos. 31
7 Table shows the respondent’s reason on preference. 32
8 Table showing the attitude of customers while taking orders 33
9 Table showing the delivery speed 34
10 Table showing the ease of recording the order 35
11 Table showing the opinion on the drive through sound 36
system was clear
12 Table showing the rating on the ambience of the place 37
13 Table showing the rating of the quality of the beverages. 38
14 Table showing employee’s attitude towards the respondents. 39
15 Table showing the satisfaction level on money spent on 40
dominos food.
16 Table showing the variety of food items 41
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17 Table showing the availability of utensils, napkins, sauces 42

etc.
18 Table showing the response on recommendation of dominos 43
to outsiders.
19 Table showing the rating of the respondents about the 44
cleanliness of the place.
20 Table showing the opinion of the respondents on the quality 45
of the food.
21 Table showing the overall rating of dominos outlets. (Out Of 46
5 stars.)
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CHAPTER-I
INTRODUCTION
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CHAPTER-I
INTRODUCTION
The international market is flooded with various sectors and industries that
involve products of daily as well as occasional use for the consumers. In today’s
competitive world, Service Quality has become one of the most strategic tools
for measuring customer satisfaction. The main objective of the study is to
analyze the customer satisfaction level of Dominions with special reference to
Palakkad City.
Customer satisfaction is a term frequently used in marketing. It is a measure of

how products and services supplied by a company meet or
surpass customer expectation. It is seen as a key performance indicator within
business and is often part of a Balanced Scorecard. In a competitive
marketplace where businesses compete for customers, customer satisfaction is
seen as a key differentiator and increasingly has become a key element of
business strategy.
"Within organizations, customer satisfaction ratings can have powerful effects.

They focus employees on the importance of fulfilling customers' expectations.
Furthermore, when these ratings dip, they warn of problems that can affect sales
and profitability. These metrics quantify an important dynamic. When
a brand has loyal customers, it gains positive word-of-mouth marketing, which
is both free and highly effective."Firms need reliable and representative
measures of satisfaction to effectively manage customer satisfaction.
"In researching satisfaction, firms generally ask customers whether their product
or service has met or exceeded expectations. Thus, expectations are a key factor
behind satisfaction. When customers have high expectations and the reality falls
short, they will be disappointed and will likely rate their experience as less than
satisfying. For this reason, a luxury resort, for example, might receive a lower
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satisfaction rating than a budget motel—even though its facilities and service
would be deemed superior in 'absolute' terms.”
Indian consumers’ lifestyle has immensely helped the fast food industry to
mature and expand over the last few years. Other reasons like rising number of
nuclear families, exposure to western cuisine and global media, growing
number of working women - have had a substantial impact on the eating out
trends and growth of the fast food industry. The industry experts consider that
the middle class young population, with high disposable income, will spend
more on eating out at chained fast food outlets. The demand for ready-to-eat
packaged food is also expected to record strong growth in the country.
In today’s competitive world, Service Quality has become one of the most
strategic tools for measuring customer satisfaction. Customer satisfaction is
actually how customer evaluates the ongoing performance. Customer
satisfaction is very important in today’s business world as the ability of a
service provider to create high degree of satisfaction is crucial for product
differentiation and developing a strong relationship with customers. Because of
the above reasons the companies consider customer satisfaction as very
important element while devising their core strategies. Moreover, the concept of
customer satisfaction gained so much importance that American Customer
Satisfaction Index (ACSI) was developed.
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1.1 STATEMENT OF THE PROBLEM
The problem selected for the study is “Customer satisfaction on dominions with
special reference to Palakkad city.” The study was conducted to find more on
satisfaction level of customers in and around Palakkad. Customer is a very
important factor that runs every business to a larger extend. If customers are more
satisfied it will increase the progress of business. Otherwise it will affect the entire
progress of business.
1.2 SCOPE OF THE STUDY

Sample sizes of 50 customers are selected and hence the scope of study is limited
to the customers of dominions in Palakkad district only.
 It indicates the level of satisfaction and dissatisfaction of customers with
dominos.
 It indicates the effectiveness of dominos strategies.
 Helps to discover the cause for poor quality of services.
 Helps to improve customer satisfaction among different age group.
1.3 OBJECTIVES
To analyze the quality of dominos from the view point of customer
satisfaction.
 To analyse the customer feedback and opinion about dominos

 To compare dominos with other competitors in the same field.
 To examine the suitability, and market strength of dominos
 To understand the level of customer’s satisfaction in consumption of
dominos products.
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1.4 SOURCES OF DATA COLLECTION
Primary data refers to data collected for the first time. In order to collect
primary data questionnaire was prepared and distributed to 50 customers of
dominions.
Secondary data is collected from published magazines, books, various websites
of Dominions Company.
1.5 TOOLS USED FOR THE ANALYSIS
The data collected has been classified and tabulated. Various analysis and
interpretations are made to obtain the objectives of the study. The main tools used
for data representations are given below.
1. PIE CHART
2. COLUMN CHART
3. LINECHART
1.6 RESEARCH METHODOLOGY
Research Methodology is a way to solve the problem .It may be understood that
this science of studying how a research is done scientifically. In this study the
various step that are generally adopted by a research problem doing with the
logic behind them.
1.7 RESEARCH METHOD
Research method used for this is descriptive research. Descriptive research is

typically concerned with determining frequency with something occurs or how
variable vary together .It is used when the purpose of research is to describe the
characteristics of graphs.
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1.8 LIMITATIONS OF THE STUDY
This study is limited to Palakkad city only. It does not refer to the entire
geographic region.
 A sample of 50 customers is selected for the study .This sample is too
small in considering the popularity of the product in the city where the
survey was conducted.
 A detailed study is a costly affair. Hence, the survey has to be limited due
to the lack of finance.
SCHEME OF THE STUDY
This project includes total of 5 chapters. They are:
CHAPTER I
Chapter I is an introduction given to the project. It contains introduction to
customer satisfaction and the problem faced by the them if any, objectives
(primary and secondary), scope of the study, tools used for data collection and
the limitation of the study.
CHAPTER II
Chapter II is the company profile.
CHAPTER III
Chapter III contains the review of literature.
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CHAPTER IV
Chapter IV is the data analysis and interpretation. It includes the details of data
collected and the analysis and interpretation with the help of table and figures.
CHAPTER V
Chapter V deals with the findings, suggestions and conclusion. Here the
findings of our project and various suggestions based on our findings are
produced.
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CHAPTER-II
COMPANY PROFILE
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COMPANY PROFILE:
Domino’s is the second largest pizza restaurant chain in the world, with more
than 14,400 locations in over 85 markets. Founded in 1960, their roots are in
convenient pizza delivery, while a significant amount of our sales also come
from carryout customers. Although we are a highly-recognized global brand,
they focus on serving the local neighborhoods in which they live and do
business through our large network of franchise owners and Company-owned
stores. On average, we sell more than 1.5 million pizzas each day throughout
our global system.
Our business model is straightforward: they handcraft and serve quality food at
a competitive price, with easy ordering access and efficient service which are
aided by our technology innovations. Our dough is generally made fresh and
distributed to stores around the world by us and our franchisees.
Domino’s generates revenues and earnings by charging royalties to its

franchisees. Royalties are ongoing percent-of-sales fees for use of the Domino’s
brand marks. The Company also generates revenues and earnings by selling
food, equipment and supplies to franchisees primarily in the U.S. and Canada,
and by operating a number of their own stores. Franchisees profit by selling
pizza and other complementary items to their local customers. In their
international markets, we generally grant geographical rights to the Domino’s
Pizza® brand to master franchisees. These master franchisees also profit by
running pizza stores, and often by sub-franchising and selling ingredients and
equipment to those sub-franchisees. Everyone in the system can benefit,
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including the end consumer, who can feed their family Domino’s menu items
conveniently and economically.
Our business model can yield strong returns for their franchise owners and
Company-owned stores. It can also yield significant cash flow to us, through a
consistent franchise royalty payment and supply chain revenue stream and with
moderate capital expenditures. We have historically returned cash to
shareholders through dividend payments and share buybacks since becoming a
publicly traded company.
Domino's Inc.[7] is an American pizza restaurant chain founded in 1960. The

corporation is headquartered at the Domino's Farms Office Park in Ann
Arbor, Michigan, United States. In 1960, Tom Monaghan and his brother,
James, purchased Dominick’s, a small pizza store at 301 West Cross Street
in Ypsilanti, Michigan, near Eastern Michigan University. The deal was secured
by a $500 down payment, and the brothers borrowed $900 to pay for the
store. The brothers planned to split the work hours evenly, but James didn't
want to quit his job as a full-time postman to keep up with the demands of the
new business. Within eight months, James traded his half of the business to
Tom for the Volkswagen Beetle they used for pizza deliveries. By 1965, Tom
Monaghan had purchased two additional pizzerias; he now had a total of three
locations in the same county. Monaghan wanted the stores to share the same
branding, but the original owner forbade him from using the Dominick’s name.
One day an employee returned from a pizza delivery and suggested the name
Domino's. Monaghan immediately loved the idea and officially renamed the
business Domino's Pizza, Inc. in 1965.
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The company logo originally had three dots, representing the three stores in
1965. Monaghan planned to add a new dot with the addition of every new store,
but this idea quickly faded, as Domino's experienced rapid growth. Domino's
Pizza opened its first franchise location in 1967 and by 1978, the company
expanded to 200 stores. In 1975, Domino's faced a lawsuit by Amstar
Corporation, the maker of Domino Sugar, alleging trademark infringement and
unfair competition. On May 2, 1980, the Fifth Circuit Court of Appeals in New
Orleans found in favor of Domino's Pizza.
2.1 International expansion
On May 12, 1983, Domino's opened its first international store,

in Winnipeg, Manitoba, Canada.[14] That same year, Domino's opened its
1,000th store, its first in Vancouver, Washington. In 1985, the chain opened
their first store in the United Kingdom in Luton. Also, in 1985, Domino's
opened their first store in Tokyo, Japan. In 1993, they became the second
American franchise to open in the Dominican Republic and the first one to open
in Haiti, under the direction of entrepreneur Luis de Jesús Rodríguez. By 1995,
Domino's had expanded to 1,000 international locations. In 1997, Domino's
opened its 1,500th international location, opening seven stores in one day across
five continents. By 2014, the company had grown to 6,000 international
locations and was planning to expand to pizza's birthplace, Italy; this was
achieved on October 5, 2015, in Milan, with their first Italian location. CEO
Patrick Doyle, in May 2014, said the company would concentrate on its delivery
model there.
In February 2016, Domino's opened its 1,000th store in India.
2.2 Sale
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In 1998, after 38 years of ownership, Domino's founder Tom Monaghan

announced his retirement, sold 93 percent of the company to Bain Capital, Inc.
for about $1 billion, and ceased being involved in day-to-day operations of the
company.[24] A year later, the company named Dave Brandon as its CEO.[25]
Present
Domino's Pizza logo used from 1996 until September 2012 in major English-
speaking countries, and still used in many others
In 2004, after 44 years as a privately held company, Domino's began trading

common stock on the New York Stock Exchange under the ticker symbol
"DPZ". Industry trade publication Pizza Today magazine named Domino's Pizza
"Chain of the Year" in 2003, 2010, and 2011. In a simultaneous celebration in
January 2006, Domino's opened its 5,000th U.S. store in Huntley, Illinois, and
its 3,000th international store in Panama City, Panama, making 8,000 total
stores for the system. In August 2006, the Domino's location
in Tallaght, Dublin, Ireland, became the first store in Domino's history to hit a
turnover of $3 million (€2.35 million) per year. As of September 2006,
Domino's has 8,200+ stores worldwide, which totaled $1.4 billion in gross
income.
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2.3 Innovations
In 2007, Domino's introduced its Veterans Delivering the Dream franchising

program and also rolled out its online and mobile ordering sites. In 2008,
Domino's introduced the Pizza Tracker, an online application that allows
customers to view the status of their order in a real time progress bar. The first
Domino's with a dining room opened in Stephenville, Texas, giving the
customers the option to either eat in or take their pizza home. Since 2005, the
voice of Domino's Pizza's US phone ordering service has been Kevin Railsback.
In a 2009 survey of consumer taste preferences among national chains by Brand

Keys, Domino's was last — tied with Chuck E. Cheese's. In December that year,
Domino's announced plans to entirely reinvent its pizza. It began a self-critical
ad campaign in which consumers were filmed criticizing the then-current pizza's
quality and chefs were shown developing a new pizza. The new pizza was
unveiled that same month. The following year, 2010 and Domino's 50th
anniversary, the company hired J. Patrick Doyle as its new CEO and
experienced a 14.3% quarterly gain. While admitted not to endure, the success
was described by Doyle as one of the largest quarterly same-store sales jumps
ever recorded by a major fast-food chain.
In 2015, Domino's unveiled a special "pizza car" that can carry 80 pizzas, sides,
2-liter bottles of soda, and dipping sauces. It also has a 140-degree oven on
board and is more fuel efficient than a standard delivery car. Officially named
the Domino's DXP, the car is a Chevrolet Spark customized by Roush
Performance. Once each car reaches 100,000 miles, it will be retired and
returned to Roush, where it will be returned to stock form.
In 2016, Domino's in New Zealand delivered the world's first pizza delivery
by unmanned aerial vehicle using the DRU Drone by Flirety.
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In February 2017, Domino launched a wedding registry with gifts delivered in

the form of Domino's gift cards. Customers have the option of signing up for
Domino's pizza package to be served for the event.
In March 2017, Domino's announced a pilot project in Dutch and German cities
using delivery robots to deliver food within a one-mile radius of stores in
partnership with Starship Technologies.
Products
A Creamy Bacon pizza from Domino's in the Netherlands
The Domino's menu varies by region. The current Domino's menu in the United
States features a variety of Italian-American main and side dishes. Pizza is the
primary focus, with traditional, specialty, and custom pizzas available in a
variety of crust styles and toppings. In 2011, Domino's launched artisan-style
pizzas. Additional entrees include pasta, bread bowls, and oven-baked
sandwiches. The menu offers chicken and bread sides, as well as beverages and
desserts.
From its founding until the early 1990s, the menu at Domino's Pizza was kept
simple relative to other fast food restaurants, to ensure efficiency of delivery.
Historically, Domino's menu consisted solely of one style of pizza crust in two
sizes (12-inch and 16-inch), 11 toppings, and Coca-Cola as the only soft drink
option.
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The first menu expansion occurred in 1989, with the debut of Domino's deep
dish or pan pizza. Its introduction followed market research showing that 40%
of pizza customers preferred thick crusts. The new product launch cost
approximately $25 million, of which $15 million was spent on new sheet metal
pans with perforated bottoms. Domino's started testing extra-large size pizzas in
early 1993, starting with the 30-slice, yard-long "The Dominator".
Domino's tapped into a market trend toward bite-size foods with spicy Buffalo
Chicken Kickers, as an alternative to Buffalo wings, in August 2002. The
breaded, baked, white-meat fillets, similar to chicken fingers, are packaged in a
custom-designed box with two types of sauce to "heat up" and "cool down" the
chicken.
In August 2003, Domino's announced its first new pizza since January 2000,
the Philly Cheese Steak Pizza. The product launch also marked the beginning of
a partnership with the National Cattlemen's Beef Association, whose beef
Check-Off logo appeared in related advertising. Domino’s continued its move
toward specialty pizzas in 2006, with the introduction of its Brooklyn Style
Pizza, featuring a thinner crust, cornmeal baked in to add crispness, and larger
slices that could be folded in the style of traditional New York-style pizza.
In 2008, Domino's once again branched out into non-pizza fare, offering oven-
baked sandwiches in four styles, intended to compete with Subway's
toasted submarine sandwiches. Early marketing for the sandwiches made varied
references to its competition, such as offering free sandwiches to customers
named "Jared," a reference to Subway's spokesman of the same name.
The company introduced its American Legends line of specialty pizzas in 2009,
featuring 40% more cheese than the company's regular pizzas, along with a
greater variety of toppings.That same year, Domino's began selling its Bread
Bowl Pasta entree, a lightly seasoned bread bowl baked with pasta inside, and
the Lava Crunch Cake dessert, composed of a crunchy chocolate shell filled
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with warm fudge.] Domino's promoted the dessert by flying in 1,000 cakes to
deliver at Hofstadter Bluffs Visitor Center near Mount St.
Helens in Washington state.
In 2010, shortly after the company's 50th anniversary, Domino's changed its
pizza recipe "from the crust up", making significant changes in the dough,
sauce, and cheese used in their pizzas. Their advertising campaign admitted to
earlier problems with the public perception of Domino's product due to taste
issues.
In September 2012, Domino's announced it was going to roll out a pan pizza on
September 24, 2012. Following this move, the Deep Dish pizza was
discontinued after 23 years of being on the menu.
In December 2013, Domino's Pizza, in Israel, unveiled its first vegan pizza,
which uses a soy-based cheese substitute.
After a stock low point in late 2009, the company's stock had risen 700 percent
in the five years preceding February 2016.Even as the American economy has
suffered and unemployment has risen, Domino's has seen its sales rise
dramatically through its efforts to rebrand and retool its pizza.
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CHAPTER-III
REVIEW OF LITERATURE
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REVIEW OF LITERATURE
From onion rings to double cheeseburgers, fast food is one of the world’s fastest
growing food types. Fast foods are quick, reasonably priced, and readily available
alternatives to home cooked food. Unlike in developed countries where organized
retail chains are driving the changes in the food chain, in India, organized food
service will take the lead for driving change in the short to medium term. The
industry experts believe that the middle class young population, with high
disposable income, will spend more on eating out at chained fast food outlets.
The demand for ready-to-eat packaged food is also expected to record strong
growth in the country. After the liberalization policy that came in force in 1991,
fast food industry has grown in India as multinational fast food providers have
set up their business either jointly with Indian partners or independently. In 1995,
Dominions also entered the Indian market and opened its outlet in Delhi. With
changing life style and aggressive marketing by fast food outlets, fast food is also
becoming popular in small towns; therefore, success of existing fast food outlets
and entry of more is inevitable. Hence, the researcher has chosen this area for the
study.
3.1 Agnes K.Y. Law, Y.V. Hui, Xiande Zhao, (2004) have studied on
“Modelling repurchase frequency and customer satisfaction for fast food
outlets”. In this study, the relationships between customer satisfactions;
repurchase frequency, waiting time and other service quality factors in
fast food outlets are modelled. Results shows that waiting time, staff
attitude, food quality and food variety all significantly affect customer
satisfaction.
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3.2 G Ronald Gilbert, Cleopatra Veloutsou, Mark M.H. Goode, LuizMoutinho,

(2004) have studied on “Measuring customer satisfaction in the fast food
industry: a cross-national approach”. This study provides a cross-cultural
comparison of service satisfaction of fast food establishments in four English-
speaking countries. It is based on data collected from customers of five
globally-franchised fast-food chains, using a previously developed service
satisfaction instrument. The study reveals two empirically derived, cross-
cultural fast-food customer satisfaction dimensions: satisfaction with the
personal service and satisfaction with the service setting.
3.3 Monika J.A. Schröder and Morven G. McEachern, (2005) have studied on
“Fast foods and ethical consumer value: a focus on McDonald’s and,
Dominions”. This paper aims to investigate the effect of communicating
corporate social responsibility (CSR) initiatives to young consumers in the UK
on their fast-food purchasing with reference to McDonald’s and, Dominos.
Most respondents (82 per cent) regularly purchased fast food from one of the
companies; purchases were mostly impulsive (57 per cent) or routine (26 per
cent), suggesting relatively low-level involvement in each case. Four factors
were isolated, together explaining 52 percent of the variance in fast food
purchasing behavior. They were brand value, nutritional value, ethical value
and food quality
4.4. Schlosser E. (2001) pointed out the most frequently reported reasons for
eating at fast-food restaurants were fast food is quickly served.
4.5. Laroche and Parsa (2000) found that that people decide to choose fast food
restaurant because they like the taste and prefer instant satisfaction of their taste
buds. Fast food restaurant include a wide range of quick and fast service,
brands and take only short period to serve it. Consumer make their choice of
brands in multi brand situation is one of least understood yet important
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phenomenon in the marketing of Quick Service Restaurant - Fast Food

Restaurant.
4.6. Akbay et al., (2007) examined the relationship between consumers’ fast
food consumption frequency and their socio-economic/demographic
characteristics and attitudes. The results indicated that age, income, education,
household size, presence of children and other factors, such as consumer
attitude towards the price of fast food, health concerns and child preference,
significantly influenced the frequency of fast food consumption.
4.7. Bryant and Dundes (2008) studied the perceptions of students from Spain
and the United States towards fast food. The researchers investigated the
influence of culture and gender on perceptions. American college males
considered value to be a priority than other respondents. Relatively few
American college males cited nutritional status as important. Americans
considered convenience of fast food as more important than Spaniards. More
Spanish students objected to proliferation of fast food establishments in their
own countries when compared to Americans.
4.8. Qin et al., (2008) developed a model and the associated metrics that
measure service quality in fast food restaurants. The findings of the study
revealed that the five dimensions namely – tangibles, employee behaviours,
reliability, responsiveness and empathy positively influences the perception of
service quality. Results also indicated that service quality and customer
satisfaction are two important antecedents of customer intention.
4.9. Vinyl et al., (2010) studied the consumption patterns, socio-economic

characteristics and other factors that influenced the fast food intake of young
adults from different socio- economic areas in Johannesburg, South Africa.
Results revealed that twenty-one per cent of all participants had fast food at
least once a week, while 27.6% had it two to three times a week. Socio-
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economic group and gender were significantly related to fast food intake with a
larger proportion of participants in the lower socio-economic group showing
more frequent use. Males consumed fast food more frequently than females.
The most popular fast foods consumed were burgers, pizza and fried chicken.
The main reasons for choosing fast food were time limitations, convenience
and taste. The majority of the participants was concerned about their health and
indicated a fear of becoming overweight.
4.10. Anand (2011) explored the impact of demographics and psychographics

on young consumer’s food choice towards fast food in Delhi, India. The key
determinants impacting consumers food choice were found out to be passion
for eating out, socialize, ambience and taste of fast food and convenience for
dual-income families in urban India. Findings indicated that fast food
companies can no longer rely on convenience as USP in India, unless the
implications of same on consumer’s health are given equal importance in the
years to come.
4.11. Ehsan (2012) analyzed customer behavior of University students towards

fast food across different cities in Pakistan to identify the important factors
used by customers in the selection of fast food restaurants and to study the
differences/similarities in important factors considered by customers in
different cities for the selection of fast food restaurants. The study revealed that
most of the customers enjoy eating at restaurants with their friends and family.
Customers went to fast food restaurants for a change in taste and for an outing.
The majority of customers spent around 1,000 rupees in a week. Please
purchase PDF Split-Merge on www.verypdf.com to remove this watermark.
4.12. Rezoned and Avelar (2012) attempted to describe the eating out habits of
consumers in Brazil. The study revealed that a ‘search for variety’ was a
motivator for eating outside the home. The desire for ‘convenience’ was an
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important element on many occasions of consumption. The younger people and

people with higher incomes possessed more intensive consumption and more
favorable attitudes towards eating out. The study also revealed that although
eating out was a very popular trend, many of the consumers did not voice any
intention of eating out more frequently. Attitudes towards eating out were not
all so positive, with certain levels of suspicion or mistrust on the part of the
consumers.
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CHAPTER-IV
DATA ANALYSIS AND INTERPRETATION
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Table 4.1:
Showing the proportion of male and female respondents.
Response No: of Respondents Percentage
Male 28 56
Female 22 44
Diagram 1: Showing the proportion of male and female respondents
Diagram 1
44%
Female
Male
56%
Inference:
From the above diagram, it is found that 56% of the respondents are male
whereas 44% of them are female.
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Table 2:
Showing the age group to which the respondents belong to.
Response No: of respondents Percentage
Below 20 15 30
20-40 25 50
40 and above 10 20
Diagram 2: Showing the age group to which the respondents belong to
Diagram 2
20%
30%
Below 20
20-40
Above 40
50%
Inference:
According to the diagram, the maximum number of respondents, i.e; 50% of

them, belong to the age group 20-40. It has been also found that 30% of them
are below 20 age group whereas only 20% of them are above 40.
YIMS
Table 4.3:
Showing the sources or channel from which the respondents came to know
about Dominos.
Response No: Of respondents Percentage

Newspaper 45 30
Internet 36 24
Friends 42 28
Others 28 18
Diagram 3: Showing the sources or channel from which the respondents came
to know about Dominos
Diagram 3
18%
30%
Newspaper
Internet
Friends
28% Others
24%
Inference:
From the above table, we can understand that the most reliable source is
Newspaper followed by Internet and from relatives and friends.
YIMS
Table 4.4:
Shows how often the respondents consume from Dominos.
Response No: Of Respondents Percentage

Once in a week 10 20
Once in two weeks 9 18
Once in a month 16 32
Once in two months 9 18
Rarely 6 12
Diagram 4: Shows how often the respondents consume from Dominos
Diagram 4
12%
20%
Once in a week
Once in two weeks
18%
Once in a month
18% Once in two months
Rarely
32%
..Inference:
According to the diagram, 32 % of them consume from Dominos once in a

month only. But there’s 20% of them consuming once in a week too. Among
the respondents, according to the survey, 12% of them rarely consume
Dominos.
YIMS
Table 4.5:
Shows the preference of items in dominos by the respondents.

Fried Chicken 38 22
Burger 30 17
Beverages 40 23
Dessert 39 23
Other 25 15
Diagram 5: Shows the preference of items in dominos by the respondents..
Diagram 5
15%
22%
Fried Chicken
Burger
23% Beverages
17% Dessert
Other
23%
Inference:
According to the diagram, preference of the respondents to the dessert, fried

chicken and beverages are relatively the same. The preference to burgers,
according to this survey is relatively less compared to the others.
YIMS
Table 4.6:
Shows the respondent’s reason to prefer dominos.

Service Quality 8 16
Price 20 40
Food Quality 9 18
Location 6 12
Others 7 14
Diagram 6: Shows the respondent’s reason to prefer Dominos.
Diagram 6
14% 16%
Service Quality
12% Price
Food Quality
Location
Others
18% 40%
Inference:
According to the survey, 40 % of the respondents prefer Dominos because of its

good and reasonable price. 18 % of them prefer Dominos because of its quality
of food and 16% of them prefer Dominos as they are impressed with service
quality. 12% of them prefer due to the location convenience.
YIMS
Table 4.7:
Shows how the respondents rate the employee’s attitude while taking
orders.

Excellent 15 30
Good 21 42
Average 10 20
Poor 4 8
Diagram 7: Shows how the respondents analyze the employee’s attitude while
taking orders.
Diagram 7
8%
30%
20% Excellent
Good
Average
Poor
42%
Inference:
From the above diagram, 30% of the respondents are extremely happy with the
employee’s attitude while taking orders, 42 % of them are satisfied with their
service, 20% of them consider it as average whereas 8% of them find it poor.
YIMS
Table 4.8:
Shows how fast the delivery of food was.
Response No: Of respondents Percentage
Very Fast 15 30
Medium 25 50
Slow 10 20
Diagram 8:Shows how fast the delivery of food was.
Diagram 8
20%
30%
Very Fast
Medium
Slow
50%
Inference:
From the above diagram, 30% of the respondents were very happy with the
speed at which they were served and 50% of them were satisfied with the same.
But it has been found that 20% of them found it really slow.
YIMS
Table 4.9:
Shows whether the respondents find the menu board easy to read.
Yes 38 76
No 12 24
Diagram 9:Shows whether the respondents find the menu board easy to read
Diagram 9
24%
Yes
No
76%
Inference:
As per the survey, 76% of them find it easy to read whereas 24% of them find it
really hard to read.
YIMS
.Table 4.10:
Shows the opinion of the respondents, whether the drive through sound
system was clear
Strongly agree 18 36
Agree 12 24
Disagree 20 40
Diagram 10
36%
40% Strongly agree
Agree
Disagree
24%
Diagram 10: Shows the opinion of the respondents, whether the drive through
sound system was clear
Inference:
According to the survey taken, majority of the respondents, i.e; 40% of them are
not happy with the drive through sound system and only 36% of them are very
satisfied.
YIMS
Table 4.11:
Shows the rating of the ambience of the place by the respondents.

Excellent 18 36
Very Good 13 26
Average 12 24
Poor 7 14
Diagram 11: Shows the rating of the ambience of the place by the respondents.
Diagram 11
20
18
16
14
12
10
Diagram 12
8
6
4
2
0
Excellent Very Good Average Poor
Inference:
According to the survey taken, 36% of the respondents very positively rate the
ambience of the place and 26% of them are satisfied with the same. But there’s
14% of them who are unhappy with the same.
YIMS
Table 4.12:
Shows the rating of the quality of the beverages.

Excellent 18 36
Very Good 13 26
Average 12 24
Poor 7 14
Diagram 12: Shows the rating of the quality of the beverages
Diagram 12
14%
Excellent
36%
Very Good
24%
Average
Poor
26%
Inference:
From the above diagram, it is clear that 36% of them rate excellent when asked
about the quality of the beverages and 26% of them are satisfied with the same.
However, 24% of them consider it as average and 14% rate it as poor.
YIMS
Table 4;13:
Shows whether the employees were friendly and courteous towards the
respondents.

Strongly Agree 30 60
Agree 14 28
Disagree 6 12
Diagram 13:Shows whether the employees were friendly and courteous

towards the respondents.
Diagram 13
35
30
25
20
Diagram 14
15
10
0
Strongly Agree Agree Disagree
Inference:
From the above data, 60% of the respondents were extremely happy with the
service of the employees and 28% of them were satisfied with the same. But
12% of them were not happy with the same.
YIMS
Table 4.14:
Shows the opinion of the respondents, whether they are satisfied with the
money spent on Dominos food.,
Yes 27 54
No 23 46
Diagram 14:Shows the opinion of the respondents, whether they are satisfied
with the money spent on Dominos food.
Diagram 14
46% Yes
No
54%
Inference:
According to the survey taken, 54% of the respondents are satisfied with the
money spent on Dominos food whereas 46% of them are not satisfied.
YIMS
Table 4.15:
Showing the response menu variety in dominos
Yes 24 48
No 26 52
Diagram 15
48% Yes
52% No
Diagram 15: Showing if the menu contains variety of items.
Inference:
As per the survey, 52% of the respondents are of the opinion that the menu
contains less variety of times while the rest of the 48% are of the opposite
opinion.
YIMS
Table 4.16:
Showing the availability of utensils, napkins, sauces etc.
Strongly Agree 13 26
Agree 19 38
Disagree 18 36
Diagram 16: Showing the availability of utensils, napkins, sauces etc.
Diagram 16
26%
36%
Strongly Agree
Agree
Disagree
38%
Inference:
According to the diagram , 26% of the respondents strongly agree with the
availability of utensils, napkins, sauces etc , while 38% of them moderately
agree with the same. However, 36% of them do not agree with the same.
YIMS
Table 4.17:
Showing the response of the respondents when they were asked if they
would recommend Dominos to others.
Yes 27 54
No 23 46
Diagram 17: Showing the response of the respondents when they were asked if
they would recommend Dominos to others.
Diagram 18
46%
Yes
54% No
Inference:
According to the survey taken, 54% of them suggest Dominos to others whereas
46% of them do not suggest Dominos to others.
YIMS
Table 4.18:
Showing the rating of the respondents about the cleanliness of the place.

Excellent 14 28
Very Good 17 34
Average 13 26
Poor 6 12
Diagram 18: Showing the rating of the respondents about the cleanliness of the
place.
Diagram 18
12%
28%
Excellent
Very Good
26%
Average
Poor
34%
Inference:
As per the survey taken, 28% of the respondents rates the cleanliness of the
place as excellent where as 34% of them are satisfied with the same. But there
YIMS
are 26% of them considering the same as average and 12% of them are not at all
happy with the cleanliness of the place.
Table 4.19:
Showing the opinion of the respondents on the quality of the food.

Excellent 17 34
Very Good 15 30
Average 8 16
Poor 10 20
Diagram 4.19: Showing the opinion of the respondents on the quality of the
food
Diagram 19
20%
34%
Excellent
Very Good
16% Average
Poor
30%
Inference:
According to the survey, 34% of the respondents are extremely happy with the
quality of the food served, while 30% of the rate it as ‘very good’. It is also
YIMS
found that 16% of them consider the quality of the food served as average and
20% of them are not at all happy with the same.
Table 4. 20:
Showing the overall rating of Dominos outlets.( Out Of 5 stars.)

4 8
15 30
13 26
14 28
4 8
Diagram 20:Showing the overall rating of Dominos outlets.( Out Of 5 stars.)
Diagram 20
16
14
12
10
8
Diagram 21
6
0
5 4 3 2 1
Inference:
YIMS
From the diagram, it is clear that majority of the respondents give the 4 star
rating, followed by the 2 star rating and 3 star rating. Only 8% of them rate it as
excellent.
CHAPTER-V
FINDINGS, SUGGESTIONS AND CONCLUSION
YIMS
5.1 FINDINGS
1. From the analysis, it can be inferred that, most of the customers are males
belonging to the age group of 20-40.
2. The study reveals that majority of the customers are occasional
consumers and are highly satisfied towards the taste and is considerably
satisfied with the services provided by Dominos.
3. It is also found that majority of the customers are satisfied with the
money spent in dominion and are highly impressed with the ambience of
the place.
4. It is clear that most of them are not happy with the drive-through sound
system.
5. Majority is of the opinion that they would recommend dominion to
others.
6. From the survey, it is evident that the most attracting factor in dominion
is its reasonable price.
YIMS
5.2 SUGGESTIONS
Even though dominion is popular among the famous fast food industry for more
than a half century, there is still scope for improvement in many aspects. Hence,
it is suggested that,
1. Dominos should try to include more number of items in its menu.
2. Dominos should work more on their nutrition value of food and should
create an impression that they are more interested towards the health of
their customers.
3. Dominos should also bring more variety of vegetable products which will
attract more vegetarian customers also.
4. Dominos can focus on kids by providing special offers and combo
packages which could bring the attention of children, since they are the
vital customers who can bring the entire family to the restaurants.
YIMS
5.3 CONCLUSION
From the above study, we can conclude that the customers are highly satisfied
with the food and services provided by Dominos. They could gain more
attention from customers, if they take into consideration the health and nutrition
factors of the products offered by them. Dominos is a company which has the
potential to reach greater heights and to emerge as one of the prominent food
chain of the world.
YIMS
QUESTIONNAIRE
Survey on Customer Satisfaction of Dominos Brand

Name:
Gender: Male Female
Age:
a) Below 20
b) 20-40
c) 40 and above
Occupation:
From which channel, you come to know about Dominion?(More than one
option can be selected)
a. Newspaper
b. Internet
c. Friends
d. Others
How often do you consume from Dominion?
YIMS
i.Once in a week
ii.Once in two weeks
iii.Once in a month
iv.Once in two months
v.Rarely
What do you usually consume in Dominion?
i.Bread stick
ii.Stuffed cheesy bread
iii.Boneless chicken
4. Why do you prefer Dominion?

i.Service quality
ii.Price
iii.Food quality
iv.Location
v.Others
6. How do you rate employee’s attitude while taking your orders?
i.Excellent
ii.Good
YIMS
iii.Average
iv.Poor
7 .How fast was the delivery of food?
i.Very fast
ii.Medium
iii.Slow
8 .Was the menu board easy to read?
Yes No
9. The drive through sound system was clear
i. Strongly agree
ii. Agree
iii. Disagree
10. How do you find the ambience of the place?
i.Excellent
ii.Very Good
iii.Average
iv.Poor
11. How do you rate the quality of chicken?
i.Excellent
YIMS
ii.Very Good
iii.Average
iv.Poor
12.Employees are friendly and courteous.
i.Strongly agree
ii.Agree
iii.Disagree
13. Are you satisfied with the money spent on food at Dominion?
i.Satisfied
ii.Not satisfied
14. Does the menu have good variety of items?
Yes No
15. Availability of utensils, sauces, napkins etc are good.
i.Strongly agree
ii.Agree
iii.Disagree
16. Would you recommend dominios to your family and friends?
Yes No
YIMS
17 . How do you rate the cleanliness of the place?
i.Excellent
ii.Very good
iii.Average
iv.Poor
18. How do you rate the quality of food?
i.Excellent
ii.Very Good
iii.Average
iv.Poor
19. What is your overall rating out of 5 stars?(Shade the number of stars)
YIMS
YIMS

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THE STUDY OF CUSTOMER SATISFACTION ON DOMINOS WITH

SPECIAL REFERENCE TO PALAKKAD CITY.

A project report submitted to the University of Calicut for partial fulfillment

Of the requirement for the award of the degree of

BACHELOR OF COMMERCE WITH COMPUTER APPLICATION

Register Number: YVAPBCM096

Under the supervision and guidance of

(Assistant professor in commerce and management)

DEPARTMENT OF COMMERCE AND MANAGEMENT

YUVAKSHETRA INSTITUTE OF MANAGEMENT STUDIES

(Affiliated to the University of Calicut)

Ms. SRUTHY .C Ms. MATILDA DANNY

(Assistant Professor) (Head of the Department)

Place: GOKUL DAS

I render my sincere gratitude to Dr. Matilda Danny, Head of the

I would like to express my gratitude to Sruthy.C, Assistant Professor, PG

I acknowledge my heartfelt thanks to my beloved parents for their blessings and

CHAPTER TITLE PAGE NO.

Sl. No: Title Page No:

17 Table showing the availability of utensils, napkins, sauces 42

Customer satisfaction is a term frequently used in marketing. It is a measure of

"Within organizations, customer satisfaction ratings can have powerful effects.

1.1 STATEMENT OF THE PROBLEM

1.2 SCOPE OF THE STUDY

 To analyse the customer feedback and opinion about dominos

1.4 SOURCES OF DATA COLLECTION

1.5 TOOLS USED FOR THE ANALYSIS

1.6 RESEARCH METHODOLOGY

Research method used for this is descriptive research. Descriptive research is

1.8 LIMITATIONS OF THE STUDY

SCHEME OF THE STUDY

This project includes total of 5 chapters. They are:

Domino’s generates revenues and earnings by charging royalties to its

Domino's Inc.[7] is an American pizza restaurant chain founded in 1960. The

2.1 International expansion

On May 12, 1983, Domino's opened its first international store,

In February 2016, Domino's opened its 1,000th store in India.

In 1998, after 38 years of ownership, Domino's founder Tom Monaghan

In 2004, after 44 years as a privately held company, Domino's began trading

In 2007, Domino's introduced its Veterans Delivering the Dream franchising

In a 2009 survey of consumer taste preferences among national chains by Brand

In February 2017, Domino launched a wedding registry with gifts delivered in

A Creamy Bacon pizza from Domino's in the Netherlands

3.2 G Ronald Gilbert, Cleopatra Veloutsou, Mark M.H. Goode, LuizMoutinho,

phenomenon in the marketing of Quick Service Restaurant - Fast Food

4.9. Vinyl et al., (2010) studied the consumption patterns, socio-economic

4.10. Anand (2011) explored the impact of demographics and psychographics

4.11. Ehsan (2012) analyzed customer behavior of University students towards

important element on many occasions of consumption. The younger people and

DATA ANALYSIS AND INTERPRETATION

Showing the proportion of male and female respondents.

Response No: of Respondents Percentage

Diagram 1: Showing the proportion of male and female respondents

Showing the age group to which the respondents belong to.

Response No: of respondents Percentage

Diagram 2: Showing the age group to which the respondents belong to

According to the diagram, the maximum number of respondents, i.e; 50% of

Response No: Of respondents Percentage

Shows how often the respondents consume from Dominos.

Response No: Of Respondents Percentage

Diagram 4: Shows how often the respondents consume from Dominos

According to the diagram, 32 % of them consume from Dominos once in a

Shows the preference of items in dominos by the respondents.

Response No: of respondents Percentage