case study on consumer behavior

1. CONSUMER’S FOOD
CHOICE AND QUALITY
PERCEPTION- DOMINOS
Group No – 05
Navaneeth
Salman
Mathan
Praveen Mane
Pooja

2. Q1:Analyze the fast food
industry in India and give a
brief scenario.

3. 1. Huge market share
2. High employment rate.(10
million jobs across the world)
3. High growth rate.(India
40%,Globally 4.8%)
4. Big business in India.
5. Positive growth in future.

4. MAJOR PLAYERS

5. PRESENT TRENDS
• Eating away form home
• Functional or Healthy fast foods
• Convenience fast foods
• Green fast foods
• Ethnic foods
• Low calorie foods
• The TV dinner
• Fresh foods
• Regional foods

6. Fast-food restaurants seem to be big business in India, and
so a many foreign chains have made an entry into the
market to joint the early movers like McDonald's or KFC.
According to “Indian Fast Food Market Analysis”,
although the market has witnessed a robust growth in the
past couple of years, it remains largely under penetrated
and concentrated into metropolitan cities. It needs to cover
up tier 1 and tier 2 cities.
India is the world’s second largest producer of food next to
china, and has the potential of being the biggest with the
food and agricultural sector.
The total food production in India is likely to double in
next ten years.
Health food and Health food supplement is another
rapidly rising segment of this industry which is gaining
vast popularity amongst the health conscious.

7.  Respond to social changes - by innovation within
healthier lifestyle foods. Its move into hot baguettes
and healthier snacks (fruit) has supported its new
positioning.
 Use of CRM, database marketing to more
accurately market to its consumer target groups. It
could identify likely customers and prevent brand
switching.
 Strengthen its value proposition and offering, to
encourage customers who visit coffee shops and fast
food giants.
 The new “formats”, McCafe, having Wifi internet
links should help in attracting segments. Also
installing children’s play-parks and its focus on
educating consumers about health, fitness.

8. Q2: Examine the factors
contributing the perception
towards the Fast food.
Variety of food
Food taste and quality
Ambience and hygiene
Service speed
Price
Location
Seating space

9. Q3: Analyze the initiative taken
by Dominos to make a
perception

10. " Exceptional people on a mission
to be the best pizza delivery company
in the world "

11. Ordering ways
 Telephone
 Order online
 Mobile & Tablet App

12. Mission
Khushiyon
ki home delivery

13. 7P’S OF DOMINO’S

14. Products
Pizzas
Pastas
Breadsticks
Cheese Dips
Beverages (tie-up with Coca
Cola)
Chocó Lava Cake
Chicken Wings

15. Price

16. Promotion

17. Dominos has distributes in 4 regions
PLACE
WESTERN
REGION
EASTERN
REGION
NORTERH
REGION
SOUTERN
REGION

18. PHYSICAL EVIDENCE
 Logo
 Simple Parking space
 Good Infrastructure
 Use of Modern Technology Equipments.
 Clean and Friendly Services.

19. PROCESS
 Self service system.
 Hungry Hotline Facility.
 Domino's believes strongly in the strategy of 'Think Local and Act
Regional'.
 Domino's constantly strives to develop products that suit the tastes of
its customers.
 Domino's Pizza India also boasts about its`` commitment to serve its
customers on time by implementing the "30 MINUTES OR FREE"
service commitment.

20. PEOPLE
 Appropriately trained for delivering the service.
 Personality development and grooming sessions.
 Recruiting young, enthusiastic and dedicated employees.
 Providing them with various facilities such as medical help,
consultation, traveling facilities, perks and bonuses.
 Team members are recognized and rewarded based on ability and
merit for their contributions

21. THANK YOU