___________________________________________________________________________

A

COMPREHENSIVE PROJECT

ON

“A RESEARCH REPORT ON CONSUMER SATISFACTION LEVLE AT PIZZA HUT”

Submitted to

L J INSTITUTE OF MANAGEMENT STUDIES

IN PARTIAL FULFILLMENT OF THE

REQUIREMENT OF THE AWARD FOR THE DEGREE OF

MASTER OF BUSINESS ASMINISTRATION

In

Gujarat Technological UniversityUNDER THE GUIDANCE OF

Faculty Guide

Dr.Sweta patel

Submitted by

Govind Mori(Enrollment No.127960592050)

Nirmal Dodiya (Enrollment No.127960592023)

Batch: 2012-14

MBA SEMESTER :IV

L J INSTITUTE OF MANAGEMENT STUDIES

MBA PROGRAMME

Affiliated to Gujarat Technological University

Ahmedabad

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APRIL:2014

Certificate

Certified that this comprehensive project report titled “CONSUMER

SATISFACTION ON PIZZA HUT” is the bonafied work of MORI GOVIND (Enr.

No. 127960592050) & NIRMAL DODIYA (Enr. No. 127960592023) who carried

out the research under my supervision. I also certify further, that to the best of

my knowledge the work reported herein does not form part of any other

project report or dissertation on the basis of which a degree or a work was

conferred on an earlier occasion on this or any other candidate.

Date:

Place: Signature of the student

It is certified that the work mentioned above is carried out under my guidance.

Date:

Place: Signature of the faculty guide

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___________________________________________________________________________

Students’ Declaration

We,MORI GOVIND (Enr. No. 127960592050) & NIRMAL DODIYA (Enr. No.

127960592023) hereby declare that the report for Comprehensive Project “A

RESEARCH REPORT ON CONSUMER SATISFACTION LEVEL AT PIZZA HUT” is a

result of our ownESR work and our indebtedness to other work

publications, references, if any, have been duly acknowledged.

Date: Student Name:

Place:

3

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PREFACE

This project report is containing in accordance with the Master of Business Administration

(M.B.A.) program, prescribed by Gujarat Technological University. Thus, it is our morale

and obligatory duty to take this part of our studies with great enthusiasms and seriousness and

give it the more importance.

The main objective of the study and research is to measure a satisfaction level of pizza hut

and to develop our skill in research and management.

The report is based on our research and survey of consumer satisfaction of pizza hut.

We have mentioned all the information which is true and useful in some time in business.

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ACKNOWLEDGEMENT

Motivation and co-operation are the main two pillars on which the success of any project

relies. So first of all we would like to thank core faculty and my project guide Prof. Jigar

nagvadia who made us aware about the project and motivated us to work on the guidelines of

this unique, new and knowledge based project. He has guided us at each and every stage of

the project. He has been enthusiastically involved in every aspects of the project. Overall we

are highly indebted to him for all the knowledge, guidance and motivation that he has

provided us throughout and project.

we would also like to thank our Pizza Hut staff including Restaurant Manager Pizza Hut and

and all Pizza Hut friends and those who have helped us during this project directly or

indirectly.

Every person wants to prove himself in this fact, dynamic and cut-throat competitive world.

When he/she gets an opportunity to do so then he or she will find that success is very near to

him/her.

GOVIND MORI 127960592050

NIRMAL DODIYA 127960592023

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INDEX

SR. NO. TOPIC PAGE NUMBER

1 INTRODUCTION  7

2 LITRETURE SURVEY  8

3 HISTORY OF PIZZA  10

4 COMPANY POFILE  13

5 About the company  14

6 History of pizza hut  15

7 SWOT analysis on pizza hut  23

8 Production aspect 27

9 Marketing aspect 38

10 REASERCH METHODOLOGY 43

11 DATA ANALYSIS  45

12 FINDING AND CONCLUSON  56

13 BIBLIOGRAPHY  57

14 ANNEXURE  58

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CHAPTER-1

INTRODUCTION

Few countries in the world have such an ancient and diverse culture as India’s. Stretching back in an

unbroken sweep over 5000 years, India’s culture has been enriched by successive waves of migration

which were absorbed into the Indian way of life.

It is this variety which is a special hallmark of India. Its physical, religious and racial variety is as

immense as its linguistic diversity. Underneath this diversity lies the continuity of Indian civilization

and social structure from the very earliest times until the present day. Modern India presents a picture

of unity in diversity to which history provides no parallel. Indian religions, festivals, rituals, artifacts,

monuments, costumes, music and dance, language and literature are a proud for every Indian.

Recently, the few research centers, Washington DC, indicated that a staggering 74% of Indian

strongly agreed their culture was the most superior in the world. For the US, or even China, the figure

was less than 25%.

Culture works by generating a sequence of Para concise vibration in human life, which reverberates

through mental attitude, psychological belief, physical behaviors, and social breeding of individuals in

the system. As such culture influences the totality of marketing including awareness, trial and repeat

purchases. It influences the communication and relationship between the company and customers and

also information flow among the customers. Culture plays a key role in what and how information is

scanned, selected, interpreted, validated and prioritized by the customer behavior and some of its

dimensions with regard to attitudes and values of consumers are within the ambit of observation.

In this era of globalization, the more universal we become, and the more tribal we act. As we adopt

more and more global symbol there is a strong revival of everything local. At time when Indian

company is looking at foreign markets and MNC entering India, it becomes more imperative for

marketer to understand culture difference across nations. The traditional pattern of familial

relationships, and other social codes, however just shifted from rural family life to urban corporate

life.

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CHAPTER-2

LITERATURE SURVEY

This project on the “consumer satisfaction of pizza hut is an attempt to study the new breed of

people visiting to these MNC fast food restaurant like pizza hut.

These above MNC fast food restaurant have became favorite place for many people to have a

world class food with altogether giving new definition to service and unique experience. It really

becomes very important to study the cultural aspect of the particular place in order to survive in

the fast food business. The type of people walking in the store, their taste and preference, their

cultural values, their income level, their occupations, occasion for which they come in the

restaurant, influencing factor to come at these factors etc are the question to be very well

understood and analyzed by the MNC fast food company.

As the project was done with reference to Pizza Hut, the literature survey was primarily started

with all the information available on the history of Pizza, the Pizza Industry, the formation of

Pizza Hut etc. These information’s were available from the company’s literature and different

Hand books which were confidential matter. Also, old dated back issue of newspaper including

Hindu Business Line, 2001 with head line “Pizza Hut eyes larger slice of market with new

campaign”, by Shashidhar Ajita which talks on the good potential of the Pizza in India. This

literature gave us the idea about the whole new flourishing market of Pizza in India and how is the

campaign begin done to get penetration in the Indian Culture.

In another news paper Financial Express, 2001, there was an article on “Pizza Hut spread reach”

and in 1999 “First vegetarian Pizza Hut outlet” by Bhattachajee Pallavi, which gave us the real

picture of cultural influence in Indian market. For the first Pizza Hut, came with the total

vegetarian outlet in Ahmedabad catering to Jain community the fast food. This was an unique

experiment done and were successful to an great extent. Previously, this community was

overlooked as these people don’t eat root based ingredients, garlic, onion etc in their diet and

don’t have inclination towards fast food like Pizza. Jain people were rich people and have taste

and preference towards these fast food, but due to religious factor they avoided these items. Pizza

Hut identified these group and targeted them which latter become hot favorite place for many

Vegetarian people to have fast food like Pizza at Pizza Hut.

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___________________________________________________________________________The above literature survey inspired me to dig further more on the interesting factors which can

really make wonders to MNC fast food company. A through study of Consumer behavior by

Schiffman, Lafur and Kannuk, helped us to get an overview about the various topics like “The

Influence of Culture on Consumer Behavior”, Subcultures and Consumer Behavior, Cross-

cultural Consumer Behavior: An International Perspective, Consumer Decision Making and

Beyond etc.

Another literature on Consumer behavior in Indian Perspective by suja R. Nair, Himalaya

Publication gave the real picture of Indian consumers on the above topics which helped us to

know and find the hidden psychology factors which are important to study to know what the want

and why they want.

Further, a book on “Culture shift risk Analysis for Multinationals: Dinker Raval and Bala

Subramanian” helped us to analysis the Culture shift taking place due to globalization and new

breed of generation coming up. It was observed many people from India do go to foreign places,

learn their culture, food eating style and do come back. What they lack here again is a

combination of both Indian as well as foreign food, which these MNC fast food restaurant caters

them.

These topic provided in-depth knowledge and helped in formulating the Questionnaire

accordingly.

This project was mainly undertaken to study Ahmedabad people who have much inclination for

having foods outside. The Gujarat is well known place for the people enjoying food outside once

in week and have high potential for MNC fast food company. This project was carried out at the

S.G. Highway outlet of Pizza Hut which is strategically located in the posh area. Here, people

from different culture, occupation, taste and preference come. Also, here there is a belt of food

market including well know brands like Mc. Donald, Dominos, U.S. Pizza etc on one side then

local brands like Honest Bhaji Pav, Mirch Masala etc on other side. This place was an ideal to

study both the type of people coming to MNC fast food outlet and local one.

Finally, many suggestion and recommendation which were given by the customers were passed to

the Store Manager which also helped to cater their service more effectively and efficiently.

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CHAPTER-3

History of Pizza

By far pizza has become America's favorite food over the past 50 years. Million of pizza pies

are eaten daily, but how often do the people eating the food stop to consider the history. The

true origins of this fine cuisine are as colorful as any good pizza pie heaping with toppings.

The common belief is that Italians

invented the pizza; however the origins go

back to the ancient times. Even though we

have yet to uncover archeological evidence of

a Dominos Pizza before the last century, it is

known the Babylonians, Israelites, Egyptians

and other ancient Middle Eastern cultures were

eating flat, un-leaven bread that had been

cooked in mud ovens. The bread was much

like a pita, which is still common in Greece and the Middle East today. Further it is known

that ancient Mediterranean people such as the Greeks, Romans and Egyptians were eating the

bread, topped seasoned with olive oil and native spices.

The lower class of the Naples, Italy is believed to have created pizza in a more familiar

fashion. In the late 1800s a Italian baker named Raffaele Esposito, was believed to have

created a dish for visiting royalty. According to the story, the Italian monarch King Umberto

and his consort, Queen Margherita were touring the area. In order to impress them and to

show his patriotic fervor Raffaele chose to top flat bread with food that would best represent

the colors of Italy: red tomato, white mozzarella cheese and green basil. The king and queen

were so impressed that word quickly reached the masses. The end results were that the dish

was well received to the extent that others began to copy it.

By the beginning of the 1900's pizza made it's way to the inner cities United States, thanks to

Italian immigrants, most notably New York and Chicago, due to those cities having large

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___________________________________________________________________________Italian populations. Small cafes began offering the Italian favorite. American soldiers further

prompted the dish to become very popular at the end of World War II, having been exposed

to it while serving on the Italian front.

Today pizza has become just as American as baseball and apple pie. Only because of its most

recent origins is it considered an Italian dish. Huge U.S. based multi-billion dollar

corporations should be thankful for the development along with poor college students who

can appreciate the fine dining experience pizza has given them.

ABOUT SUCCESS OF CHAIN RESTAURANTS

Just thinking about chain restaurants can be mind – boggling. McDonald’s, Wendy’s KFC, Taco bell,

Olive Garden, Burger King, Church’s, Captain D’s, Long John Silvers, Pizza Hut, Dairy Queen,

Arby’s, Popeye’s, Red Lobsters, Applebee’s, Chilies, Subway, Blimpies, Domino’s Pizza, Checkers,

Steak & Shake, Papa John’s Pizza, & so the list goes on.

Unbelievable all these chain restaurants are located in our city. Needless to say, this list is only a few.

Not to mention scores of chain type Mexican restaurants etc. Not least or last, all other type of

restaurants, Chinese, family type, seafood, steak, & some ethic type of restaurants. You would think,

that no one around here ever eat at home or even cook for that matter. Really, there is over 40 pizza

hut in our country alone. We give up counting the rest. Seems like none of them, is lack of business

for sure.

To us this is way too much but, we realized progress will go on & so will the population of our state.

Franchise business is a good one to start up if you got enough capital to do this or have a bank let you

borrow.

Yes, there are lots of pluses for chain type restaurants. One, you can mostly drive thru when you are

in a hurry. You do not have to dress up; the menu is the same everywhere else. You know what the

price of an item before you go to the place.

Some minus points, you do not know how fresh the food is at times. Not all the services are fast &

friendly.Overall, chain restaurants are okay. We all probably have been to several & probably have

own best place to sit & enjoy a meal.

Wallet V/S Nutrition

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___________________________________________________________________________As for their success or not, we think examples are all over around the world, that this does, in fact

works. That if you have a product that the public wants, & have a way to mass produce this product,

they will buy it.

One thing however, that the fast food chain restaurants could learn to do would be to have some sort

of enforceable standard. That way the consumer would know what to expect when they pulled into a

chain restaurants. We recently submitted an article on how different several pizza restaurants were

from one another. One restaurant served up greasy food, another serve up wonderful food. One had

great service, some didn’t. If they had some sort of enforceable rule regarding these issues, then it

would be much better.

Another thing that some of the fast food places could do to help would be to incorporate some

nutritious food into their menus. The local burger king has lost tons of business because they stopped

serving their salads. The salads were the only half way nutritious thing that was on their menus.

So while the fast food chain restaurants pous more & more money in their bank accounts from the

hard working people that buy their fast food, the people are getting poorer in health ways. We enjoy a

bit of vegetarian pizza from time to time, & do realize that isn’t the best nutrition for calories,

however, the burgers that are often full of fat are even worse. & that is what many people are

consuming these days & wondering why their weight is sky rocking.

So on one hand the fast food places are a smashing success, but on the other hand, they are damaging

to the people that dine there.

Fast Food Facts

Did you know there are nearly 3000 fast food restaurants in Ahmedabad? Why fast food is so

popular? Because, they are convenient, predictable & fast. Fast food has become a part of the busy

human lifestyle. But, nutrition experts point out; fast food is often high in calories, sodium, fat &

cholesterol. This donot mean fast food is bad. But we should have to eat fast food in balanced, healthy

manner. Below are some basic facts to help us make nutritional comparisons with this guide

CHAPTER - 4

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COMPANY PROFILE

BASIC INFORMATIONBASIC INFORMATION

Name of the Organization: Pizza Hut Incorporation

Year of Establishment: 1996, Bangalore

Form of Business: Private Limited

Nature of Business: Restaurants Channel

Name of the Head Company: Yum! Restaurant International.

Address of corporation office: Yums! Restaurant International,

Global Business Park, Gurgaon,

Haryana.

Restaurant Office: Shapath III, Next to GNFC Towers,

Bodakdev, S.G.Road, Ahmedabad

Telephone: 079-55308255

Email: customer.mania@yum.com

Website: www.pizzahut.co.in

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ABOUT THE COMPANY

DODSAL CORP. PVT LTD

DCPL was established in January 1, 1999. They began their operation in the filed of restaurant

business by securing the franchises of Pizza Hut and KFC in Bangalore on March 1, 1999. Few month

later on July 14,1999, they started another restaurant in Ahmedabad (History was created on that day

as it was the first pure vegetarian Pizza Hut in the world.) their new store restaurant in Banjara Hills,

Hyderabad, which started on October 22, 2000 is already getting good reviews.

By the end of the year 2001, we stormed the market with another Pizza Hut in Bangalore, Surat and

Baroda.

WHAT THEY STAND FOR:

With their aggressive expansion in India, they want to be the market leader in the business of quick

service restaurant.

The association with YUM BRANDS gives the group access to world class management input

derived from running 30000 restaurants all over the world.

THEIR ASSETS

Only their employees can translate this vision into reality. It is their endeavor to be the most preferred

employer in the restaurant business and how do they propose to do this. Their restaurants have people

working as:

FULL TIMERS

It is the full timers who help them that what they want to be the market leader. They are trained

personnel who are very precious to them. They help as buddy trainers to train the new people

needless to say, their lifeline.

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___________________________________________________________________________PART TIMERS

The part timers help them to keep alive their young image. Most of them are college students who

take up this to self finance their studies or for pocket money. They are a young enthusiastic lot. It is a

win-win situation for the company as well as the students.

MANAGEMENT CREW

The management crew extends the morale support to their crew besides the responsibilities

shouldered by them. Their talent which makes them proud of.

Head office plays a strategic role by co ordination and providing in accounts, purchase, information

technology and human resource.

HISTORY OF PIZZA HUT HISTORY OF PIZZA HUT

The legacy of Pizza Hut began in 1958, when two college students from Wichita, Kansas, Frank and

Dan Carney, were approached by a family friend with the idea of opening a pizza parlor. Although the

concept was relatively new to many Americans at that time, the brothers quickly saw the potential of

this new enterprise.

After borrowing $600 from their mother, they purchased some second-hand equipment and rented a

small building on a busy intersection in their home- town. The result of their entrepreneurial efforts

was the first Pizza Hut restaurant, and the foundation for what would become the largest and most

successful pizza restaurant company in the world.

Over the past four decades we've built a reputation for excellence that has earned us the respect of

consumers and industry experts alike. Our products have been voted Number One in countless

consumer surveys nationwide. And our accomplishments as an innovative business leader have been

cited by such respected publications as Restaurant Business, Fortune and The Wall Street Journal.

Pizza Hut, Inc., a division of Tricon Global Restaurants, Inc., has more than 7,200 units in the U.S.

and 3,000 units in more than 86 other countries.

What did it take to build a successful business of that magnitude? It took hard work, to be sure. And it

took a commitment to quality and a dedication to service and value. But perhaps as much as anything,

it took the qualities of entrepreneurship, growth and leadership which have characterized our business

through nearly four decades of success.

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___________________________________________________________________________Pizza Hut franchisees, for example, exemplify the entrepreneurial spirit which launched the system

back in 1958. Through their interest and initiative, the Pizza Hut system was able to develop new

territories both in the United States and overseas.

Tricon is the parent company to two other segment leaders, Taco Bell and KFC. When combined with

Pizza Hut, these organizations make up the world's largest restaurant group, with almost twice as

many units as McDonald's.

When it comes to leadership our proactive approach to product development and marketing provides

ample evidence of our abilities. Beginning with the original thin crust pizza first served in 1958, Pizza

Hut   has made continuing efforts to refine our products, and to develop new products suited to every

consumer taste.

Today, our five major products, Pan Pizza, Thin 'N Crispy pizza, Hand-Tossed Style pizza, Stuffed

Crust Pizza and The Big New Yorker Pizza are loved by millions around the world and have become

the standard by which all others are judged.

We are working together to run great restaurants in order to be the best at making and serving the best

pizza in America. That means we're willing and able to go to any lengths to make our customer's

experience with Pizza Hut an enjoyable one. And it means we strive to present the finest products the

industry has to offer, and to provide those products wherever and whenever people want them.

Yes, we've come a long way since that opening night back in 1958 when pizzas were given away to

generate interest in the fledgling business. And through the strength of our heritage, our culture and

our people, we look forward to even more success in the years ahead.

1958:

The first Pizza Hut restaurant opens in Wichita, Kansas, started by two college-aged brothers who

borrowed $600 from their mother.

1959:Pizza Hut is incorporated in Kansas and the first franchise unit opens in Topeka, Kansas.

1965: "Putt-Putt to Pizza Hut" musical jingle

developed for Pizza Hut's first television

commercial.

1967: World's largest pizza (six feet in

diameter) is baked and served at the grand

opening of a Fort Worth, Texas Pizza Hut

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___________________________________________________________________________restaurant.

1968:

International market entered with opening of Pizza Hut restaurant in Canada. Pizza Hut serves a

million people a week at its 310 locations.

1971:

Pizza Hut becomes the number one pizza restaurant chain in the world in both sales and number of

restaurants.

1972:

Pizza Hut, Inc. listed on New York Stock Exchange under the symbol PIZ.

1976:

The 100th international Pizza Hut restaurant is opened in Australia, while entire system reaches 2,000.

1979:

Pizza Hut raises $342,000 for Easter Seals from national promotion.

1980:

Pan Pizza is introduced throughout the system. Restaurant numbers 4,000 opens.

1982:

Pizza Hut serves one and a half million pounds of pasta annually.

1983:

Personal Pan Pizza, with a five-minute guarantee, is introduced throughout the system. Pizza Hut

celebrates 25th anniversary. Pizza Hut employs 10,000 teenagers from 16 to 19 years old.

1984:

BOOK IT! National reading incentive program is launched with 200,000 elementary students

enrolled. Pizzerias account for 9.9% of all restaurants in the U.S.

1986:

Delivery service, as a new concept, is initiated.

1988:

Hand-Tossed Traditional Pizza is introduced throughout the system.

Pizza Hut celebrates its 30th anniversary with a total of more than 6,000 restaurants and delivery units

worldwide. President Ronald Reagan awards Private Initiative Citation to Pizza Hut President Art

Gunther for the creation of BOOK IT! Program.

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___________________________________________________________________________1989:

The Pizza Hut Jobs Plus program expands nationwide to employ more than 10,000 individuals with

physical and developmental disabilities. The Jobs Plus program is recognized as the largest corporate

initiative of its kind in the food service industry. For the first time in history, Pizza Hut pizza is

delivered to the White House. First Lady Barbara Bush throws a party for 200 Washington, D.C.

children during a "Reading is Fundamental".

1990:

Pizza Hut system sales reach $4 billion. Pizza Hut delivers more than 1,340,000 pizzas on Super Bowl

Sunday, about 7,000 pies a minute. More than 4,000 Jobs Plus employees work for Pizza Hut.

Personal Pan Pizza becomes available at 1,000 Stop 'N Go convenience stores.

1992:

Pizza boxes redesigned to save 275,000 trees a year.

1993:

Pizza Hut introduces BIGFOOT Pizza -- two square feet of pizza cut into 21 slices. Pizza Hut leads

the entire restaurant industry in growth and sets new company records for sales and profits.

1995:

Two Customer Satisfaction programs initiated: a 1-800 Customer Satisfaction Hotline and a Customer

CallBack Program, which takes the pulse of 50,000 customers per week. Pizza Hut launches Pizzeria

Stuffed Crust Pizza, which immediately sets company sales records. Pizza Hut wins the 1995

"Choice of Chains" award for Best Pizza Chain sponsored annually by Restaurants & Institutions

magazine, making Pizza Hut the "Best Pizza Chain" ten of the last eleven years.

1996:

Pizza hut comes to India with a dine in restaurant Banglore that has special vegetarian pizzas. In

additional to traditional Italian toppings, it incorporates Indian favorites such as Chicken tikkas, Lamb

korma etc. in its list of innovative toppings. Along with pizzas, the menu features appetizers like

garlic bread and soups, fresh salads; oven bakes pastas and choice of ice-cream sundaes. Pizza Hut

airs its first ever ad during the Super Bowl. Pizza Hut delivers 30% of the 12 million pizzas delivered

on Super Bowl Sunday. This is the biggest pizza delivery day of the year.

1997:

Pizza hut opens a restaurant in the capital's building bustling M-block market in Greater Kailash-I,

Unlike the existing Pizza Hut at Shanti Niketan which is delivery counter for just pizzas, this is dine-

in where the entire menu (salads, appetizers, pastas, deserts and of course pizzas) is available. Letting

Delhiites get a taste of Pizza hut and getting them to 'Get real!'

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___________________________________________________________________________1998:

Pizza Hut celebrates 40 years of making and serving great pizza.

1999:

New branch has been launched at Navarangpura, Ahmedabad which is pure veg.

2004:

Second branch has been launched

at S.G. highway in Ahmedabad.

2005:One new types of Pizza has

been introduced named

“FRESHIZZA”.

PIZZA HUT IN INDIA PIZZA HUT IN INDIA

Until 1996, Pizza in India was synonymous only a bread dough base slathered with some ketchup.

Since 1996, there was a proliferations of ‘high priced branded’ pizzas in the market, with the entry of

international pizzas chain. Domino’s and Pizza Hut, the two big US fast food chains entered in India

in 1996.

Pizza Hut entered India in June 1996 with its first outlet in Delhi. Initially, the company operated

company owned outlets. However, keeping in line with its worldwide policy where Pizza Hut was

gradually making a shift from company- owned restaurants to franchisees, Pizza Hut made the shift in

India too. Pizza Hut had four company owned franchisees – Universal Restaurants Pvt. Ltd. (Delhi,

Uttar Pradesh and Rajasthan), Specialty Restaurants Pvt. Ltd. (Punjab), Dolsel Corporation (Gujarat,

Karnataka and Andhra Pradesh), Pizeria Fast Food Pvt. Ltd. (Pune and Tamilnadu) and Wybridge

Holdings (Mumbai). Pizza Hut has spread out over 29 cities in India.There are 98 outlets in all over

India.

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PIZZA HUT IN AHMEDABADPIZZA HUT IN AHMEDABAD

The people of this city have been known for their test for traditional, hot food like the ‘Thalis’,

Punjabis, south Indian, even Chinese. Pizza is very different variety both in taste & structure. Our

study is aimed at finding out the marketing response to this items as well as analyzing the impact &

strategies of this firm, customer satisfaction in relation to this item.

We all know Amdavadis are the good food lovers & now a days pizza are the hot favorite. For serving

pizzas, Pizza Hut, Domino’s, Smoking Joe’s, Uncle Sam’s Pizza is one of the finest places. The

reason for choosing them the pizza hut is that here we will be able to meet & communicate with all

age groups (both inside the firm & target audience) & can share their perception about these

restaurants so due to these reasons we want to analyze their customer satisfaction.

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___________________________________________________________________________MISSION OF PIZZA HUT MISSION OF PIZZA HUT

Pizza Hut Mission Statement

To be the favorite pizza restaurant brand in every country.

Our Value

Making great pizza

Making great service

Making it a great place

WHAT PIZZA HUT IS ALL ABOUT

It’s about You!

It’s about Customers!

It’s about Team!

Our jobs will be the best in the world for people who are committed to qualities foods and satisfying

customers better than any one will.

SERVICE PRINCIPLE:

1. Employees are our secret ingredients.

2. Show you, C.A.R.E.

3. Say ‘Yes’ to customers

4. satisfy, capable teams create satisfied customers

5. satisfied customers create profits and growth

PROBLEM SOLVING PRINCIPLES:

Never argue with the customers

Never blame other team members

Solve the problem before it becomes a complaint

Never let the customers leave unhappy

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___________________________________________________________________________COMPANY RULES & REGULATIONSCOMPANY RULES & REGULATIONS

Any violation of following rules will be considered by the company, as act of misconduct and will be

dealt accordingly.

Reputing for work in a state of intoxication or under the influence of narcotics.

Violating any safety rules or practices.

Gambling or beating within the company premises at any time or use of vulgar and abusing

language.

While feel disobedience of any problem from a supervisor accepting the alternative way or

given matter form a notice board of the company premises.

Vending, soliciting or collecting contribution for a purpose what- so- ever at any time in the

company premises except when authorized by the management.

Deliberating working slowly, suspended work and/or restricting output while as on duty without

justified case.

Provoking, installing or getting involved in a high inside the company premises.

Utilizing and working equipment for purpose of not other than the work.

Engaging and political activity distributing and printing matter of any description of the

company premises unless approved by the management.

Late attendance for not more than 3 days in a month.

Participating in illegal and unjustified strikes or investing any other employee to participate in

the same.

Engaging in rights disorderly or indecent behavior within or in the vicinity of the company.

Behaving indecently with fellow employees and guests.

Spreading false rumors and giving false information which put a company and its employees to

disrepute.

Refusal by an employee to work in another department, beyond normal working hour.

Refusing to accept the charge sheet and ordered any other official communication.

If an employee refuse the such as a communication will be put on the notice board and shall be

deemed as served/ send by restricted AD to present /or permanent addressed.

Preparing false bills for statement of expenditures.

Entering the restaurant earlier than half & hours from the stat of duty, except when ask by

manger or immediate super wiser.

Taking notes, drawing, sketching or taking photo graph of any plant work.

SWOT ANALYSIS OF PIZZA HUTSWOT ANALYSIS OF PIZZA HUT

22

___________________________________________________________________________

STRENGTHS

Good Quality Food ( Hygiene)

Brand Name

Wide Area Coverage

Food worth its price.

Good Service.

WEAKNESSES

Parking Facilities

Advertising are very less.

No social welfare

OPPORTUNITIES

More outlet should be opened

Sitting area should be broader.

Environment should be more

attractive.

Attractive deals should be

introduced.

THREATS

Competitors like US Pizza, Domios,

Smokin Joes etc.

Local vendors like Honest, Havmor,

Choice etc; providing cheap & more

accessible & quality food.

Instant fast food packets easily

available in the market.

Housewives are interested in making

pizzas & other fast food at home for

family because of hygiene and health

factors.

People becoming more conscious

about price & calories of food.

MICHAEL PORTER FIVE FORCES MODEL

23

___________________________________________________________________________Michael Porter described a concept that has become known as the "five forces model". This concept involves a relationship between competitors within an industry, potential competitors, suppliers, buyers and alternative solutions to the problem being addressed.

THREAT OF NEW ENTRANTS:

Capital/investment requirement in launching new outlet is not too high. On an average it comes to be around 4.5 to 6 core in metros and smaller cities. Once the franchisee is given this amount is not too high for setting up an outlet.

Customer switching costs is very high as the people are very price sensitive in India and they switch over to other MNC fast food restaurant wherein the same quality food is available at little lower cost.

Access to industry distribution channels is very simple as it doesn’t involve much complexity. One cannot command total monopoly over the distribution channel. Channel members do cater their same service to more than one fast food restaurant.

Brand loyalty is not too high in case of Pizza Hut. With other competitors like Dominos, Smoking Joes, local pizza etc people prefer to switch to these competitors and are not much brand loyal as Pizza is not the staple diet in India.

A government regulation varies from time to time which are highly predictable. In the recent budget it was announced that 54% of the revenues are coming from Service industry and they wish to encourage fast food industry particularly.

THREAT OF SUBSITITUTION:

Quality: No doubt the quality of pizza is impeccable and cannot be compared to other competitor but at the same point of time many other competitors are constantly trying to upgrade their processing and making procedure which lead to newer taste of pizzas.

24

___________________________________________________________________________Buyer willingness to substitute: As pizza is not the staple diet of India, many people do substitute pizza with other fast food items like burger, hotdog, hamburger, local items like pav bhaji etc. Hence, the threat of substitute is still there for Pizza hut.

The cost of switching to substitute is not too high as all other fast food items are easily available at same or the less price. Buyer don’t find much discomfort in switching for other fast food item as pricing are not too high.

BARGAINING POWER OF SUPPLIERS:

Concentration of supplier are few in pizza as most of the raw material items are imported from main headquarter i.e. Dallas in America. The secret formula in pizza dough, cheese from Netherlands, non-veg ingredients like chicken, murg etc are specially imported from Chicago.

Logistics within in India may be an issue as special Air Conditioner Van is required for transportation is required. Logistics is done by the third party and may sometime prove to be an issue.

Local vendors: This is industry is not the key customer group to the supplier, as they are primarily not involved with the fast food restaurant. For e.g. Local vendor providing veggies may be involved with other people who required veggies.

BARGAINING POWER OF BUYERS:

Concentration of buyer: with respect to the Pizza Hut S.G. Highway outlet, there are many other competitors like U.S.Pizza, Dominos, Mc. Donald, Mirch Masla, Honest Bhaji Pav and all other local

25

___________________________________________________________________________fast food competitors. The buyer don’t mind going to these other competitors especially when waiting is going on in Pizza Hut.

Role of Quality and Service is at par in Pizza Hut and gives world class services. But with the intense competition, other competitors have soon realized this issue and started improving on both the quality and service front and hence buyer may go to these places. Differentiation: The Pan based Pizza of Pizza hut is one of the differentiating factor but as the pizza is not the staple diet of Indian, buyers may not understand the pan based pizza and switch over to other competitors for a change or lower price.

Profitability of buyer: The Pizza Hut at S.G. Highway, Ahmedabad has got U.S. Pizza just adjacent to it. The prices at U.S. Pizza are just the half of Pizza hut and hence many buyers go to U.S. Pizza for profitability in price compromising on quality pizza.

INTENSITY OF RIVALRY

Rivalry will be more in case of this store of Pizza hut at S.G. Highway as there are many other fast food competitors like U.S.Pizza, Dominos, Mc. Donald, Mirch Masla, Honest Bhaji Pav and all other local fast food competitors.

PRODUCTION ASPECTSPRODUCTION ASPECTS

PRODUCTS’ MENU

26

___________________________________________________________________________SOUPS:

Vegetarian

Tomato and Basil Soup

Rich and tangy Tomato Soup with basil.

Non-Vegetarian

Chicken Soup

Classic chicken soup with juliennes of chicken.

BEVERAGES

Aerated Drinks

-Glass (Pepsi,Diet Pepsi, Mirinda, 7UP)

-Pitcher (Serves 4)

-Diet Pepsi

Tea

Coffee

Iced Tea (Glass)

Lemonade (Glass)

Pitcher (Lemonade/Iced Tea)

Packaged Drinking Water

APPETIZERS

27

___________________________________________________________________________

Non-Vegetarian

Chicken Wings: Six pieces of tender chicken wings flavoured with lemon and barbeque sauce.

Vegetarian

Garlic Bread: Hot garlic spread layered on four big slices of crusty French bread.

Garlic Bread with Cheese: Mozzarella Chess

Garlic Bread Supreme : Cheese, mushrooms and tomatoes. Garlic Bread Spicy Supreme

Cheese, onion and green chillies. Savoury Potato Wedges served with two dipping sauces - cheddar

and tomato. Spicy Garlic Mushrooms Lightly sauteed in spicy garlic butter and fresh parsley.

SALADS

28

___________________________________________________________________________

Vegetarian

Pasta Mint Salad Macaroni salad with mint, diced pineapple, tomato and lettuce, tossed in vinaigrette

dressing and pineapple juice. Garden Salad Exotic vegetable - broccoli, cherry tomatoes, capsicum,

pickled cucumber, American corn and pineapple tossed together in an Italian herb dressing.

Non-Vegetarian

Tropical Chicken Salad

Crispy lettuce, diced chicken, capsicum, cherry tomatoes, black olives & pineapple tossed in

Thousand Island dressing. Served in a tortilla shell.

Chicken Caesar Salad

Smoked chicken breast a bed of green lettuce with an assortment of capsicum, broccoli, pickled

cucumber and American corn, tossed in classic Caesar dressing.

PASTAS

29

___________________________________________________________________________

Choose between Fusilli (spiral pasta) and Spaghetti (long, thin pasta) with any of our delicious sauces.

Served piping hot with two slices of Garlic Bread.

Vegetarian

Pasta with Mushroom Sauce

30

___________________________________________________________________________Creamy and rich mushroom sauce that's subtly flavoured with garlic and rosemary.

Pasta with Arabiatta Sauce

Tomato based sauce spiced with green chillies, garlic & sprinkled with Parmesan cheese.

Non-Vegetarian

Pasta with Chicken Arabiatta Sauce Tomato based sauce with chicken, green chillies, garlic and

sprinkled with Parmesan cheese.

PIZZAS

Vegetarian

Double Cheese: Cheese pizza topped with extra cheese.

Veggie Lovers: Cheese, mushroom, onion, tomato & capsicum.

31

___________________________________________________________________________Country Feast: Sweet corn, mushroom, tomato, onion, capsicum & melting cheese.

Exotica: Cheese, olives, red and green capsicum, baby corn, & spicy jalapenos.

Veggie Supreme: Mushroom, cheese, capsicum, onion, baby corn, tomato & olives.

Spicy Paneer: Paneer, capsicum, onion, cheese& red hot paprika.

Country Feast: Sweet corn, mushroom, tomato, onion, capsicum & melting cheese.

Vegetarian

Double Cheese: Cheese pizza topped with extra cheese.

Veggie Lovers: Cheese, mushroom, tomato, onion & capsicum

Spicy Paneer: Paneer, Capsicum, onion, cheese & red hot paprika

Country Feast: Sweet corn, mushroom, tomato, onion, capsicum & melting cheese.

Exotica: Cheese, olives, red and green capsicum, baby corn, & spicy

jalapenos.

32

___________________________________________________________________________Veggie Supreme: Mushroom, cheese, capsicum, onion, baby corn, tomato & olives.

Simply Veg: Tomato, cheese & onion.

Veggie Crunch: Onion, cheese, & capsicum.

Spicy Indian: Cheese, tomatoes, crispy onion & green chillies.

Tama-Tam: Tomatoes, onion, cheese on tandoori sauce.

Paneer: Paneer, capsicum, onions, hot red paprika & cheese.

Non- Vegetarian

Chicken Tikka: Chicken tikka, onion and cheese.

Chicken Hawaiian: Chunks of chicken, cheese & pineapple.

Chick 'n' Spicy: Hot 'n' spicy chicken, capsicum, mushroom & cheese.

Chicken Supreme: Hot 'n' spicy chicken, chicken tikka, chunks, of plain chicken & cheese.

33

___________________________________________________________________________

Supreme: Chicken sausage, hot 'n' spicy chicken, lamb, red paprika, onion, capsicum &

cheese.

Pepperoni: 100% imported park pepperoni & cheese.

Seafood Symphony: Buttered peppered prawns, cheese & red paprika.

34

___________________________________________________________________________

Non- Vegetarian

Teekha Chicken: Chicken, onion, cheese & green chillies.

Murg: Chunks of tandoori chicken, cheese & onions.

Spicy Korma: Lamb korma, cheese, onion & green chillies.

Maha Mazaa: Tandoori ckicken, hot 'n' spicy chicken, onion, capsicum &

cheese.

DESERTS

Ebony and Ivory: Warm chocolate

cake with melting chocolate

fudge, served with a scoop of

ice cream

Brownie Fudge Sundae: All -

American brownie fudge

served with butterscotch ice-

cream.

35

___________________________________________________________________________

Apple Pie: Warm apple pie served with a scoop of vanilla ice- cream.

Ice-cream Flavours: Two large scoops of any of the following flavours:

*Chocolate

*Vanilla

* Butterscotch

VALUE MEALS BY PIZZA HUT

Any Medium Pan/Freshizza Pizza

+Garlic Bread (of your choice)

+2 glasses of Pepsi

Rs 280 (Veg)/ Rs 295 (Non- Veg)

36

___________________________________________________________________________

Any Medium Freshizza Pizza

+ Any Salad

+ 2 Soups *

Rs 295 (Veg)/Rs 340 (Non Veg)

* Or Lemonade/Iced Tea.

A Medium Pan/Freshizza pizza

+ Any Personal Pan Pizza

+ 1 Plate of Garlic Bread

+ 1 portion of Potato Wedges

+ 4 glasses* of Pepsi

Rs 480 (Veg)/ Rs 495 (Non- Veg)

* Choice of Lemonade/Iced Tea.

* Taxes extra. Cannot be combined with any other offer. Valid only in dine-in.

37

___________________________________________________________________________

PAN 4 ALL MENU

Vegetarian

Veggie Blast Onion, Tomato, Capsicum

Paneer Do Pyaza Paneer, Onion, Gr. chillies

Paprika Punch Mushroom, Onion, Paprika

Veggie Crunch Onion, Capsicum

Non Vegetarian

Chicken Tikka Chicken Tikka, Onion

Chicken Crunch Chicken hot 'n' spicy, Capsicum, Onion

Teekha Chicken Chicken plain, Onion, Gr. Chillies

Tangy Chicken Chicken hot 'n' spicy, Tomato

4 Veg Pizzas = Rs. 200

2 Veg + 2 Non Veg = Rs. 250

4 Non Veg Pizzas = Rs. 295

*Limited time offer, valid on delivery and takeaway. * Price exclusive of tax.

* Cannot be combined with any other offer. * Limited delivery area.

MARKETING ASPECTSMARKETING ASPECTS38

___________________________________________________________________________Introduction

Marketing setup & marketing organization: Pizza Hut levies a 4 percent advertising fee on its

franchisees. It spends half of its budget on national media & half on regional & local media. Some

national advertising is wasted because of low penetration in certain area. Even through Pizza hut may

have a 30 percent share of the franchised pizza market nationally, this share may vary from 5 percent

in some cities to 70 percent in other. The franchisees in the higher market – share cities want much

more advertising money spent in their areas, but Pizza Hut does not have enough money to cover the

whole nation by region. National advertising offers efficiency but fails to address the different local

situation effectively.

Basic marketing philosophy & marketing objectives: Marketing philosophy is to, be the most

preferred brand in all the categories of pizza restaurants that they operate in & the marketing objective

is to provide an integrated approach towards being the most preferred brand & top of mind in all

categories in pizza restaurants. This is enabled through their innovative advertisings (in all mediums)

& effective promotions on respective brands. This is also triggered through launches of new brands.

Environment influences on marketing strategies: Yum Restaurants International’s high quality

standards & international appeal provide all their brands a distinctive creditability, also it being an

impulse product with affordability strategies drastically.

Importance of marketing research in any organization: Pizza Hut worldwide is heavily dependent on

the market pulse for formulating its marketing strategy. There are various tools which the company

engages to understand the behavior at the franchisee restaurant level & the consumer level. The

company tracks its performance monthly on these key parameters.

Market segmentation – target marketing & positioning strategies: Each brand is targeted as per the

international guidelines & moderating the same to suit the local

expectations. Each brand has a specific positioning statement & a target group which also tracked &

monitored on the monthly basis.

Sale promotion – Advertising – Advertising strategy: As mentioned in point no. 1, above the line

advertising strategy & execution happens at the corporate level. While below the line sales promotion

happens at the region / unit level. Over all the advertising strategy is to provide differentiated

messages with an adequate opportunity to see, to create innovative ads & way to communicate the

same. Sales promotions at the other & happen to create push for the brand.

Competition & Market Share

39

___________________________________________________________________________There are so many players in local market, but 2 major players who compete with each other in

international market, which is pizza hut & dominos. Until 1996, Pizza in India was synonymous only

a bread dough base slathered with some ketchup. Since 1996, there was a proliferations of ‘high

priced branded’ pizzas in the market, with the entry of international pizzas chain. Domino’s and

Pizza Hut, the two big US fast food chains entered in India in 1996.

TABLE-I

Pizza chain 1999 Market Share (%)

Pizza Hut 46.12

Domino’s 21.67

Others 31.91

TABLE-II

Pizza chain 2000 Market Share (%)

Pizza Hut 18

Domino’s 70*

Others 12

* As claimed by co.

While Pizza Hut relied on its USP of “dining experience”, Domino’s USP was a 30-minute delivery

frame. Domino’s had grown one outlet in 1996, to 101 outlets in April 2001. Pizza Hut too, which

began with just a single outlet in 1996 had 19 outlets in India. Pizza Hut entered India in June 1996

with its first outlet in Delhi. Initially, the company operated company owned outlets. However,

keeping in line with its worldwide policy where Pizza Hut was gradually making a shift from

company- owned restaurants to franchisees, Pizza Hut made the shift in India too. Pizza Hut had four

company owned franchisees – Universal Restaurants Pvt. Ltd. (Delhi, Uttar Pradesh and Rajasthan),

Specialty Restaurants Pvt. Ltd. (Punjab), Dolsel Corporation (Gujarat, Karnataka and Andhra

Pradesh), Pizeria Fast Food Pvt. Ltd. (Pune and Tamilnadu) and Wybridge Holdings (Mumbai).

POSITIONING WARS

40

___________________________________________________________________________Pizza Hut laid more emphasis on its “restaurant dining experience”. It positioned itself as family

restaurant and also concentrated on wooing kids. Its delivery service was not time bound. A

company official said, “The Pizza making process takes about 20 minutes and service we don’t

usually deliver to places which are beyond the reachable-in-half-an-hour distance, customers can

expect home delivery within 45 minutes”. Moreover analysts felt that Pizza was something that just

was not meant to be delivered. Said, Vivek Sure Projects Manager, Pizza Express, “If you don’t ear

pizza fresh, it turns cold and soggy.”

LOCALIZING THE MENU

Pizza Hut offered customized spicy Paneer and Chicken Tikka toppings. Apart from this it also

opened a 100% vegetarian restaurant at Ahmedabad, a one of its kind worldwide. The restaurant also

offered a special Jain menu, which did not have a single root based ingredient to fit in with the food

habits of Jains. Another city specific adaptation of its menu by Pizza Hut was the restaurant in

Hyderabad, (Andhra Pradesh) which offered Halal meat and chicken only with no beef and pork

products in the menu.

PRICING AND PROMOTIONAL WARS

In 1998 Pizza Hut launched a promotional campaign to attract the customers. It had a ‘Pan in Your

Name’ contest where it offered a free pizza to anybody with the word Pan in his/her name- e.g.

Pankaj.

In 2000 Pizza Hut launched its innovative Pizza Pooch Menu and a Pizza Pooch Birthday Party

Package exclusively for kids in the 6-10 groups. Batra said “There is a specific reason to cater to this

segment. Though at this age, children are under their parents’ guidance, they perceive themselves to

be teenagers and have the ability to choose or demand a particular brand of their own choice.”

In March 2000 Domino’s slashed prices of pizza by 40%. During same time, Pizza Hut launched a

‘one rupee pan deal’ scheme. Under the scheme, for every pan pizza purchased, another was given

for Rs.1. In Nov.2000, Pizza Hut introduced a scheme called ‘barah nahin to tera’. The scheme

offered a speed lunch in 12 minutes for Rs.89. One second over 12 minutes guaranteed that the

customer would get it free.

Pizza Hut’s first ad campaign on television in July 2001, which said, ‘Good times start with great

pizzas’. The ad was aired during all the important programs on Star Plus, SONY, Star Movies, Max,

HBO, AXN and MTV. Pizza Hut spends between Rs.70-75 million on the ad campaign in 2001.

41

___________________________________________________________________________Said Pankaj Batra, “The first ad campaign on TV defines Pizza Hut as a brand, and what it offers to

its existing and potential customers. Once the awareness of this message is high, we will focus on

other facets of the brand and its offerings.”

GOING PLACES

By January 2001, Pizza Hut had 19 outlets across India. In a move to expand further, Pizza Hut

planned to open an additional five restaurants in Mumbai and 30 restaurants across major cities in

India, by 2001 end. Tricon announced that the company would invest Rs.30million on each of the

restaurants. In March 2001, Pizza Hut opened its first three storeyed 125-seater dine in restaurant at

Juhu in Mumbai. Said a company official, “We are expanding the number of restaurants across the

major cities to cater to today’s youth which has taken to pizzas as cuisine.”

Price Strategy

Prices of Pizza Hut brands are a under:

Appetisers

Garlic Bread 40

Garlic Bread with Cheese 50

Garlic Bread Supreme 55

Garlic Bread Spicy Supreme 55

Chcken Wings (Non – Veg) 55

ADVERTISING

42

___________________________________________________________________________It’s now cool & hip to carry water 7 the ads are targeted at the young & the health – conscious those

who care about their bodies.

Advertising Objectives of the company:

1. To stimulate demand

2. To strengthen offer, promotion mix elements, i.e. preselling of product.

3. To develop brand preference.

4. To lower price as it increase competition.

5. To be a competitive weapon.

Advertising has played very important role in the success of their products since their first advertising.

The company uses advertising to trigger desire as often & in as many ways as possible.

Pizza Hut – Good Times Great Pizzas!

Pizza hut have introduced new brand called freshizza, & they used Malaika Arora as a brand

ambassador. The brand’s tag line is “wanna get fresh!” Advertisement of freshizza includes Malaika

Arora, Satish Shah & Boman Irani. The advertisement was prepared with the view of target people. In

their new advertisement they have focused on all ages. Overall the advertising strategy of pizza hut is

very good & they also succeeded in that.

They have put other stars also as their brand ambassador, before some time ago; they have put Zayed

Khan as their brand ambassador. He has focused on the 50 Rs. pizzas. That advertising was also

succeeded. So the overall advertisement strategy of pizza hut is working very well & they have to

keep their eyes always on it.

CHAPTER - 5

43

___________________________________________________________________________

RESEARCH METHODOLOGY

Research Objectives:

Analyzing of consumer satisfaction

The main objective of the study is making practical research project on consumer’s satisfaction levle toward pizza hut.

Through research study I can make logical analysis of my subject matter from collected data.

To know which type of taste customer likes in pizza.

To know the visit of customer in a week of pizza hut

Sampling Design

Population: Ahmedabad

Sample: Existing users of fast food.

Elements: Men, Women, Senior Citizens and Teenagers.

Sampling Techniques

Sample Type: Convenience Sampling

Sample Size: The total samples we are going to study are 200, which include existing

users.

Sources of Data Collection

44

___________________________________________________________________________The market research report is based on combination of Primary and Secondary Data sources:

Primary data collection: Method: Interviewing customers in Restaurant to get better

information and data from the consumers.

Technique: Questionnaire technique has been used to extract detailed information to

facilitate Market Research and to obtain better feedback.

Choice of Sample: Convenient sampling, (Interview conducted inside Pizza Hut restaurants at

Ahmedabad S.G. Highway- Mall intercept technique used)

Secondary data collection:

The secondary data basically depends upon the data, which are all ready collected or prepared

before some purposes. For the secondary research, we have gathered data through different

journals and magazines, relevant articles from websites, etc.

Data Analysis

Descriptive analysis of the customer survey on the basis of the questionnaires and each and

every part of questionnaire will be analyzed; it will be presented with the graphic presentation

& explanations.

45

___________________________________________________________________________

CHAPTER-6

DATA ANALYSIS

(1) How many times you move out for having the fast food in a week?

≤ 2 84

3-5 72

More than five 44

42%

36%

22%

cosuming fast food in a week

≤ 2three to fiveMore than five

From the above we can understand 42% move out for fast food two or less

than two times.

36% move out for three to five times.

22% move out for more than five times.

46

___________________________________________________________________________(2) How many times you prefer to eat pizza in a month?

≤ 2 58

3-5 86

More than five 56

29%

43%

28%

Percentage

≤ 2Three to five More than five

From the above we can understand that 29% prefer to eat pizza 2 time or less

than two times in a month.

43% prefer to eat pizza three to five time.

And 28% prefer to eat pizza more than five times in a month.

47

___________________________________________________________________________(3) How many times you visit the pizza hut in a month?

One time 78

Twice in a month 68

More than twice 54

39%

34%

27%

Percentage

one timetwice in a monthMore than twice

From the above we can understand that 39% visits the pizza hut once in a

month.

34% visits the pizza hut twice in a month.

27% visits the pizza hut more than twice in a month.

48

___________________________________________________________________________

(4) Which factor forces to purchase the pizza of pizza hut?

Quality 74

Price 68

Customer care 28

Delivery service 18

Packaging 12

37%

34%

14%

6%

Percentage

QualityPriceCustomer carepakaging

From the above we can understand that 37% visit the pizza hut for its good

quality.

34% visit the pizza hut for its price.

14% visit the pizza hut for its good customer care service.

6% visit the pizza hut for its good style of packaging.

49

___________________________________________________________________________( 5 ) Do you believe pizza hut is the great place for pizza lover?

Yes 146

No 24

Some how 30

73%

12%

15%

Percentage

YesNoSome how

From the above we can understand that 73% believes that pizza hut is the great place

for pizza lovers.

12% believes that it is not good place for pizza lovers.

15% believes that somehow its good place for pizza lovers.

( 6 ) Rate your satisfaction level for the service of the pizza hut.

50

___________________________________________________________________________

One out of five 12

Two out of five 26

Three out of five 58

Four out of five 90

Five out of five 14

6%

13%

29%

7%

Percentage

One out of fiveTwo out of fiveThree out of fiveFive out of five

From the above we can understand that 6% rate one out of five to pizza hut.

13% rate two out of five to pizza hut.

29% rate three out of five to pizza hut.

7% rate five out of five to pizza hut.

51

___________________________________________________________________________(7) Do you satisfied with the current menu of pizza hut?

Yes 146

No 14

They should updates with new pizza 60

73%7%

30%

Percentage

YesNoThet should update

73% are satisfied with the current menu of pizza hut.

7% do not satisfied with the current menu with the pizza hut.

30% are believing that they should updates their menu.

52

___________________________________________________________________________(8) Do you believe there is a comfort sitting and good interior in pizza hut?

Yes 174

No 12

They should improve or change 14

87%

6%7%

Percentage

YesNoThey should improve or change

87% believes that pizza hut has a comfort sitting.

6% believes that they have not.

7% believes that they should improve it.

53

___________________________________________________________________________(9) Are you satisfied with the different price scheme and combo offer of the pizza hut?

Yes 124

No 18

Sometimes its good 28

They should offer more schemes 30

62%9%

14%

15%

Percentage

YesNosometimeThey should offer more

62% believes that they are satisfied with the schemes.

9% believes that they are not satisfied with the schemes.

14% believes that sometimes they have good schemes.

15% believes that they should offer the more schemes.

54

___________________________________________________________________________(10) Do you think pizza hut should increase in the number of outlet in ahmedabad area?

Yes 74

No 126

37%

63%

Percentage

YesNo

From the above we can understand that 37% believe that they should improve it.

And 63% believes that there is enough outlet of pizza hut in ahmedabad.

(11) Rate your satisfaction level for overall things of pizza hut.

55

___________________________________________________________________________One out of five 12

Two out of five 28

Three out of five 62

Four out of five 72

Five out of five 26

6%

14%

31%

36%

13%

Percentage

One twoThreeFourFive

From the above we can understand that 6% gave one rate for overall things of pizza

hut.

14% gave two rate for pizza hut.

31% gave three rate for pizza hut.

36% gave four rate for pizza hut.

13% gave five out of five for pizza hut.

FINDING AND CONCLUSION

56

___________________________________________________________________________ From the study of consumer satisfaction of pizza hut we found that the consumers are

very satisfied.

From the study we have also found that the consumers are very satisfied with the

current menu of the pizza hut.

From the study we have also found that the pizza hut is the great place for the pizza

lover.

From the study we have also found that customers are satisfied with the service of

the pizza hut.

From the study we got some suggestions like the pizza hut should improve its

delivery process.

And we also got that somehow the pizza hut should improve in sitting arrangement.

Other than these the pizza hut should offer the new schemes regarding price.

Somehow we found that the pizza hut should improve in quality of some pizza.

Overall we can say that customers are satisfied with the pizza hut.

BIBLIOGRAPHYBIBLIOGRAPHY

57

___________________________________________________________________________ Books

Philip Kotler Marketing Management Prentice Hall of India Private Limited, Eleventh

Edition

Consumer behaviour 6th Edition by Schiffman, Lafur and Kannuk

Newspapers/Journals/Magazines

Shashidhar Ajita, “Pizza Hut eyes larger slice of market with new campaign”, Hindu Business

Line, 2001

Bhattachajee Pallavi, “Pizza Hut spread reach”, Financial Express, 2001

“First vegetarian Pizza Hut outlet” - Financial Express, 1999

Websites

www.pizzahut.com

www.pizzahut.co.in

www.about.com

www.fastfood.com

ANNEXURE

58

___________________________________________________________________________Name: - ____________________________________________________

Gender:-

Male Female

Age:-

Below 18 18-25 26-35

36-45 46-55 above 56

(1) How many times you move out for having the fast food in a week?

≤ 2 3-5 More than 5

(2) How many times you prefer to eat pizza in a month?

≤ 2 3-5 More than 5

(3) How many times you visit the pizza hut in a month?

1 time 2 time More than 2

59

___________________________________________________________________________

(4) Which factor forces to purchase the pizza of pizza hut?

Price Quality Customer care

Delivery service Packaging

(5) Do you believe pizza hut is the great place for pizza lover?

Yes No Somehow

(6)Rate your satisfaction level for the service of the pizza hut.

1/5 2/5 3/5

(7) Do you satisfied with the current menu of pizza hut?

Yes No They should updates with new pizza

(8) Do you believe there is a comfort sitting and good interior in pizza hut?

Yes No They should improve or change

(9) Are you satisfied with the different price scheme and combo offer of the pizza hut?

Yes No Sometimes its good

They should offer more schemes

(10) Do you think pizza hut should increase in the number of outlet in ahmedabad area?

Yes No

(11) Rate your satisfaction level for overall things of pizza hut.

60

___________________________________________________________________________ 1/5 2/5 3/5

4/5 5/5

61