Consumer behaviour_Dominos Pizza

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Consumer behaviour_Dominos Pizza

  1. 1. Domino’s Pizza Yeh hai rishton ka time Anirudh Jindal 22 Shriram R S 37 Keerthi Ram 38 Riddhi Desai 39 Amrita Sen 42 Group 4
  2. 2. Agenda •Brief description of Domino’s Pizza •Segmenting Domino’s Pizza & Brand Positioning •Description of Motivation and its Theories •Influence on Purchase of Product •Classical Conditioning, Elaboration Likelihood Model, Brand Touch Point Wheel •Questionnaire and Data Analysis •Recommendations
  3. 3. Jubilant FoodWorks Limited is a part of Jubilant Bhartia group and it initiated operations in 1996 The company operates Domino’s Pizza and Dunkin’ Donuts in India Generated revenue of US $110 mn as on 2010 Market leader in the organized pizza market with a 67% market share in India India is its 3rd largest market; 679 Domino’s Pizza restaurants in India About Domino’s Pizza
  4. 4. Geographic • Region- North & West of India majorly • City size- Urban & metropolitan cities Demographic • Income levels • People seeking convenience • Age group Psychographic • Lifestyle Segmenting Domino’s Pizza
  5. 5. 1996 •Hungry Kya? 2008 •Khushiyon ki home delivery 2012 •Yeh hai rishton ka time Brand Positioning
  6. 6. Motivation  Motivation is the driving force within individuals that impels them to action.  An unobservable inner force that stimulates and compels a behavioral response  Motivation Theories Maslow’s hierarchy Theory Herzberg two factor theory
  7. 7. Maslow’s hierarchy Domino’s Pizza
  8. 8. Herzberg two factor theory  Behaviour is guided by motivating and hygiene factors  Hygiene – Providing Hot and delicious Pizza  Motivation – Quick delivery time, free ketchup, chilli flakes, attractive packing
  9. 9. CUSTOMER DERIVED VALUE (Cost Benefit Analysis)
  10. 10. Personality
  11. 11. Decision Making Process for a Low Involvement Category •Hunger •Social Outing •Party Need Recognition •Ask friends •Look up on Zomato Information Search •Pizza Hut •Joey’s Pizza Evaluation of Alternatives •Quality of service •Delivery Time Purchase •Love the food •Dissonance Post- Purchase
  12. 12. Influence on Purchase of the Product Decor Quick Delivery – 30 mins or less Personal or family influence External Influence Membership Group Aspiration Group Reference Group Influence
  13. 13. Parameters for Decision Making Expected Self-Image Social Self-Image Ideal Social Self-Image Actual Self- Image Ideal Self- Image (Domino’s Customer)
  14. 14. Perception  Pricing Strategies focused on perceived value - ‘Satisfaction based Pricing’
  15. 15. Behavioral ~ Tri Component Model Diffusion Conation (Do) Affect (Feel) Cognition (Learn)
  16. 16. Product Level •Fast Food Core benefit •Pizza Basic product •Easy AvailabilityExpected product •Available in many sizes and flavor Augmented product •Available at lowest price than others Potential product
  17. 17. Product Hierarchy  Need Family : Hunger  Product Family : Snacks  Product Class :All Kinds of Snacks  Product Line :Road Side or Restaurant  Product Type : Domino’s, Wimpy, Pizza hut, Pizza corner, or Nirula’s  Item : Domino’s Pizza
  18. 18. Classical Conditioning Unconditioned Stimulus Free home delivery within30 min Conditioned Stimulus Domino’s Unconditioned Response Pizza Conditioned Stimulus Domino’s Conditioned Response Pizza AFTER REPEATED PAIRINGS
  19. 19. The Elaboration Likelihood Model Domino’s
  20. 20. Brand Touch Point Wheel
  21. 21.  Questionnaire design  Multiple Choice  Scaling  Subjective questions  Sample size : 212  Target Segment : Age 10-50  Target Segment Profile Questionnaire Profession No of customer Percentage Other 3 1.42% Service 21 9.91% Student 188 88.68% Grand Total 212 100.00% Areas of Analysis 1. Consumption Frequency 2. Meal Choice 3. Choice of Delivery 4. Choice of Pizza 5. Side dishes 6. Use of Cheese 7. Competitor Analysis 8. Accessibility 9. Advertising Marital Status No of customers Married 90 Single 122 Grand Total 212 Age group study Age Group No of Customers Percentage 10 - 20 16 7.55% 20 -30 114 53.77% 30-40 35 16.51% 40-50 47 22.17% Grand Total 212 100.00%
  22. 22. Questionnaire
  23. 23. Data Analysis 28, 13% 9, 4% 100, 47% 38, 18% 37, 18% Consumption Frequency More than twice a month More than twice a week Once a month Once a week Twice a month
  24. 24. Data Analysis 148 47 17 Meal Choice Dinner Evening Snack Lunch
  25. 25. Data Analysis 0 10 20 30 40 50 60 70 80 90 100 DINE OUT EITHER HOME DELIVERY 36 91 85 Choice of delivery
  26. 26. Data Analysis 38% 62% VEG VS NON-VEG Non - Vegetarian Vegetarian
  27. 27. Data Analysis 5 16 7 7 1 1 39 34 27 12 10 16 14 10 13 "INDIANIZED" VERSION BOTH ORIGINAL ITALIAN PIZZA Twice a month Once a week Once a month More than twice a week More than twice a month
  28. 28. Data Analysis 45 88 79 CHEESE IS NOT MY THING EXTRA CHEESE WILL DO FOR ME I ALWAYS ORDER 'CHEESE BURST'
  29. 29. Data Analysis 0 5 10 15 20 25 30 35 40 45 Burgers (KFC/MCD) Chinese Indian Cuisine Others (blank) Competition 10 - 20 20 -30 30-40 40-50 Age
  30. 30.  Make the ambience more warm for social gathering, parties etc  Keep up with their great discount offers weekly, quarterly and monthly as it is driving the junk of sales  Introduce loyalty card for brand loyal consumers-special offers for them on home delivery and dining  Take timely feedback and work on them  Consistency in their product offering  Some healthy options like whole wheat pizza with low fat cheese can be introduced to attract people of age greater than 30 years  Enable Wi-Fi in all the outlets Recommendations
  31. 31. THANK YOU

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