The document details a consumer behavior assignment focused on laddering as a qualitative marketing research technique used to understand consumer motivations behind choosing Domino's Pizza. It outlines key parameters such as attributes, consequences, and values, and presents hierarchical mappings for different respondents highlighting their preferences and reasoning. The analysis reveals various values like self-esteem, relaxation, and satisfaction that influence consumers' choices and frequency of visits.

1. BY- SURYAKUMAR THANGARASU(14 MBA 1073)
VINAYAK BANAKAR(14 MBA 1107)
CONSUMER BEHAVIOUR
ASSIGNMENT NO-1
LADDERING- DOMINOS PIZZA

2. LADDERING???
• Laddering is a qualitative marketing research technique, which seeks to
understand why people buy and use products and services.
• Based on the means end theory, there is hierarchical organization
between the consumer perception and knowledge and it contains the
following parameter.
1. Attributes
2. Consequences
3. Value

3. QUESTIONNAIRE
• What feature do you like the most in dominos?
• What does the feature or attribute do?
• What is important about that feature?
• In what way it benefits you?
• What does the benefit do for you?
• Personally why is that benefit so important?
• How frequent you visit this place?
• How many years you are visiting dominos?
• Why opted for dominos? Will the person accompanying you will have impact on choosing
dominos?
• Will you switch to another restaurant if the same taste and ambience is provided?
• Have you tasted similar products outside dominos?

4. HIERARCHIAL MAPING FOR RESPONDANT 1 - Akilan
Values
• Lazy and sophisticated
• Satisfaction
Consequences
• Saves Wallet and time
• Frequent visit (once in a week)
• Food available even late night
Attributes
• Taste
• Low price and Quick Delivery
• Extended working time compared to others

5. HIERARCHIAL MAPING FOR RESPONDANT 2 - Nitish
Values
• Self Esteem
• Pleasure
Consequences
• Frequent Visit (once in a week)
• Music and Entertainment
• Having a chat / Relaxation
Attributes
• Closely located
• Variety
• Service and Ambience

6. HIERARCHIAL MAPING FOR RESPONDANT 3 – Prabal &
Aditya
Values
•True Friendship
•Pleasure and Happiness
Consequences
•Frequent Visit (above 4 times a week)
•Having a chat / Relaxation
•Quality
•Impress others
Attributes
•Closely located
•Variety and taste
•Hygienic
•Foreign sounding

7. HIERARCHIAL MAPING FOR RESPONDANT 4 – Hari
Values
• Accomplishment
• Self Esteem
Consequences
• Frequent Visit(Once in a week)
• Better flavor and tasting
• Special treat - Premium
Attributes
• Taste - Organo Sizzling taste especially
• Ambience
• Uniqueness in pizza

8. HIERARCHIAL MAPING FOR RESPONDANT 5 – Shobit
Values
• Feeling relaxed
• Family
Consequences
• Regular visitor
• Excitement
Attributes
• Kids Friendly
• Many branches available
• Low price

9. CONSOLIDATED HIERARCHIAL MAPING
Values
Consequences
Attributes