CONSUMER SATISFACTION TOWARDS PIZZA HUT
A report submitted to as a part fufime!t of
Submitted to"
Submitted b#"
ACKNOWLEDGEMENT
Concentration, dedication and application are necessary but not sufficient to achiee any !oal" Without a proper co#bination of inspection and perspiration, it$s not easy to achiee anythin!" There is al%ays a sense of !ratitude, %hich %e e&press to others for the help and the needy seric serices es they they render render durin! the diffe differen rentt phases phases of our lies" lies" Theref Therefore ore,, it is #y duty duty to ac'no%led!e to those honorable personalities of the %ho helped #e to follo% the path to success for the co#pletion of this pro(ect"
) %ould li'e to than' #y pro(ect !uide Mr" *******************%ho %as al%ays there to help and !uide #e %hen ) needed help" +is perceptie criticis# 'ept #e %or'in! to #a'e this pro(ect #ore full proof" ) a# than'ful to hi# for his encoura!in! and aluable support" Wor'in! under hi# %as an e&tre#ely 'no%led!eable and enrichin! e&perience for #e" ) a# ery than'ful to hi# for all the alue addition and enhance#ent done to #e"
) %ould li'e to than' all the respondents %ho hae ta'en their precious ti#e to fill up the surey"
No %ords can adeuately e&press #y oerridin! debt of !ratitude to #y parents %hose support helps #e in all the %ay" Aboe all ) shall than' #y friends %ho constantly encoura!ed and blessed #e so as to enable #e to do this %or' successfully" successfully"
ACKNOWLEDGEMENT
Concentration, dedication and application are necessary but not sufficient to achiee any !oal" Without a proper co#bination of inspection and perspiration, it$s not easy to achiee anythin!" There is al%ays a sense of !ratitude, %hich %e e&press to others for the help and the needy seric serices es they they render render durin! the diffe differen rentt phases phases of our lies" lies" Theref Therefore ore,, it is #y duty duty to ac'no%led!e to those honorable personalities of the %ho helped #e to follo% the path to success for the co#pletion of this pro(ect"
) %ould li'e to than' #y pro(ect !uide Mr" *******************%ho %as al%ays there to help and !uide #e %hen ) needed help" +is perceptie criticis# 'ept #e %or'in! to #a'e this pro(ect #ore full proof" ) a# than'ful to hi# for his encoura!in! and aluable support" Wor'in! under hi# %as an e&tre#ely 'no%led!eable and enrichin! e&perience for #e" ) a# ery than'ful to hi# for all the alue addition and enhance#ent done to #e"
) %ould li'e to than' all the respondents %ho hae ta'en their precious ti#e to fill up the surey"
No %ords can adeuately e&press #y oerridin! debt of !ratitude to #y parents %hose support helps #e in all the %ay" Aboe all ) shall than' #y friends %ho constantly encoura!ed and blessed #e so as to enable #e to do this %or' successfully" successfully"
PREFACE
+u#a +u#an n bein! bein! ente enters rs the the %orl %orld d %ith %ith a ra% ra% brai brain n and #ind" #ind" -ntil -ntil he %or' %or'ss out out %ith %ith his his i#a!ination, he cannot reach the soarin! hei!hts of success" .tudy of #ana!e#ent %ill be %orth%hile only if it is coupled %ith the practical studies and i#a!ination po%er"
/ractical Trainin! constitutes an i#portant part in a !ood practice oriented #ana!e#ent course" Accordin! to the syllabus of M0A, eery student has to under!o practical pro(ect trainin! for e&posu e&posure re in any co##er co##ercia ciall indust industry ry or or!ani or!ani1at 1ation ion"" .o for the partia partiall fulfil fulfill#e l#ent nt of this this reuire#ent, ) under%ent #y trainin! at /i11a +ut"
/ractical trainin!, %hich is a part of #ana!e#ent studies intends to proide a student %ith sufficient 'no%led!e to deelop an euation to connect theory and practical aspects and thereby !ies !ies an opportu opportunit nity y to test test and erify erify applic applicati ation on of theory theory and co#pre co#prehen hends ds intera interacti ction on bet%een #ana!e#ent concepts and practice"
)t is %ith !reat sincerity and enthusias# that ) ta'e up the challen!e that this field has placed before #e and hope to succeed %ith !uidance fro# #y professors"
TA0LE O2 CONTENT.
.r" no
Contents
/a!e" No"
3
4
E&ecutie .u##ary )ndustry profile )ndustry Oerie% E#er!ence )#pact Current .cenario of 2ast food restaurant industry in )ndia Gro%th Drier Challen!es for the industry /roble# of )ndustry Co#petitors Co#pany profile About /arent /rofile 5 6u# 6u# 0rand )nc" 0usiness strate!y 7ision 7alues /i11a +ut /roducts
8
Theoretical 2ra#e%or' of Custo#er .atisfaction )ntroduction of custo#er satisfaction /urpose )#portance of Custo#er .atisfaction 9eie% of Literature
:
Desi!n of the .tudy Ob(ectie of the .tudy
9esearch Desi!n Data Collection ;uestionnaire Desi!n .a#ple Desi!n Data Analysis Li#itations of the .tudy <
Data Analysis and )nterpretation
=
2indin!s
>
.u!!estions
?
0iblio!raphy
@
Anne&ure
E$ECUTI%E SUMMAR&
The foray of #ultinational fast food retailers into )ndia has i#pacted the taste buds of )ndian consu#ers si!nificantly" )nstant food is scorin! oer traditional food due to influence of Western countries, and rise in inco#e subseuent standard of liin!, conenience, etc" As a result, fast food #enus are !ainin! %ider acceptance acceptan ce fro# the )ndian consu#ers
The )ndian fast 2ood )ndustry Dryer has %itnessed hi!h !ro%th strides in the past years, %ith increasin! disposable inco#eB e&posure to a nu#ber of cuisinesB and consu#ers$ %illin!ness to
e&peri#ent a #i& of both Western and local #enu" )t has not only proided conenience to people %ho shuttle bet%een ho#e and %or' for a bi!!er part of the day but also eli#inated the reuire#ent of conentional cutlery" This industry at the #o#ent thries on international appeal endorsed by niche chains" The deelop#ent of nutritious and healthier replace#ents for the traditional serin!s at fast food restaurants has transfor#ed into #ass pro#otion of portable foods"
Currently the )ndian fast food industry is drien by a !ro%in! nu#ber of %or'in! professionals and increasin! %esterni1ation" Apart fro# this, busy life schedule, standardi1ed food, and less ti#e consu#in! processes are also fuellin! the de#and fro# do#estic consu#ers in the industry" As de#and for all types of fast food ite#s are consistently on the rise, pi11a, bur!er, and 2rench fries hae beco#e the all ti#e faorite a#on! youn! )ndians, #ore so %ith so#e of the %ell 'no%n bur!er and pi11a restaurants li'e McDonald$s, Do#ino$s, K2C, /i11a +ut, Nirula$s etc, operatin! in )ndia"
This pro(ect put e#phasis on 'no%in! custo#er satisfaction to%ards /i11a +ut" /ro(ect starts %ith introduction of industry profile, its current scenario, #a(or players and challen!es" .econd chapter is about the co#pany profile, its ision, #ission, products etc" Third chapter is about theoretical fra#e%or' of custo#er satisfaction" 2ourth chapter is about the desi!n of the study, its ob(ectie and research #ethodolo!y" Last chapter is about the surey of custo#er satisfaction of /i11a +ut restaurant" 2indin!s and .u!!estions %ere !ien on the basis of surey conducted" 0oth pri#ary and secondary data %ere used to do the pro(ect"
.tudy sho%ed that #ost of the custo#ers are satisfied %ith product, serice and price of /i11a +ut and /i11a +ut is successful in satisfyin! the custo#er"
CHAPTER '(
INDUSTR& PROFI)E
INDUSTR& O%ER%IEW 2ast food also 'no%n as ;uic' .erice 9estaurant or ;.9 %ithin the industry itself is the ter# !ien to food that can be prepared and sered ery uic'ly" While any #eal %ith lo% preparation ti#e can be considered to be fast food, typically the ter# refers to food sold in a restaurant or store %ith preheated or precoo'ed in!redients, and sered to the custo#er in a pac'a!ed for# for ta'eoutFta'ea%ay" The ter# fast food %as reco!ni1ed in a dictionary by Merria#5Webster in 3@<3" Outlets #ay be stands or 'ios's, %hich #ay proide no shelter or seatin!, or fast food restaurants also 'no%n as uic' serice restaurants" 2ranchise operations %hich are part of restaurant chains hae standardi1ed foodstuffs shipped to each restaurant fro# central locations" The capital reuire#ents inoled in openin! up a nonfranchised fast food restaurant are relatiely lo%" 9estaurants %ith #uch hi!her sitin ratios, %here custo#ers tend to sit and hae their orders brou!ht to the# in a see#in!ly #ore upscale at#osphere, #ay be 'no%n in so#e areas as fast casual restaurants" The concept of readycoo'ed food for sale is closely connected %ith urban deelop#ent" )n Ancient 9o#e cities had street stands that sold bread and %ine" A fi&ture of East Asian cities is the noodle shop" 2latbread and falafel are today ubiuitous in the Middle East" /opular )ndian fast food dishes include ada pa, panipuri and dahi ada" )n the 2renchspea'in! nations of West Africa, roadside stands in and around the lar!er cities continue to sellHas they hae done for !enerationsHa ran!e of readytoeat, char!rilled #eat stic's 'no%n locally as brochettes not to be confused %ith the bread snac' of the sa#e na#e found in Europe"
;uic' food outside the ho#e or %or'place has beco#e an essential part of lifestyle in )ndia oer the past decade" McDonald$s, /i11a +ut, Do#ino$s /i11a, and Nirula$s fast food chains hae outlets in eery noo' and cranny of lar!e cities" They efficiently sere bur!ers, fries, chic'en nu!!ets, hot do!s, sand%iches and drin's to the busy person %ho doesn$t hae #ore than fie
#inutes to spare for his #eal" 2ast food has also rapidly !ained popularity a#on! the youth eer since its e#er!ence" )t is the youth$s idea of a uic' and tasty lunch onthe!o" Why fast foodI )t$s tasty, econo#ical and only a driethrou!h or phone call a%ay"
Emer*e!+e
The fast food culture e#er!ed as early as the 3@th century" Durin! the )ndustrial 9eolution, a lar!e %or'force %as reuired to %or' for 3J to 34 hours a day" With so #uch %or' to be done, fast food %as the idea of a uic' and easy lunch" )n )ndia, fast food culture e#er!ed in the decades after independence, startin! fro# the 3@
Impa+t
The e#er!ence of the fast food industry has, to an e&tent, transfor#ed urban food culture in )ndia" )t is co##on 'no%led!e that too #uch fast food is bad for health and #ay lead to obesity" An essential co#ponent of #ost fast food is fat 5 the 'ind of fat that in e&cess can lead to artery clo!!in!" )n lar!e uantities, fast food #ay lead to obesity as %ell as hypertension, diabetes, hi!h cholesterol and heart diseases" Een certain types of cancers hae been obsered to spread due to lac' of safety standards in so#e sectors of the fast food industry"
There are also seeral eniron#ental proble#s associated %ith ho% fast food outlets process and pac'a!e their products" 2ood pac'a!in! is done usin! plastic, .tyrofoa# and other synthetic products %hich are not biode!radable" )n recent ti#es, #any fast food outlets hae s%itched to paper ba!s" Thou!h paper is biode!radable, at the lar!e uantities in %hich paper %aste is !enerated in )ndia, currently paper is seen #ore as a pollutant" Metal and !lass%are %ould be #ore faorable to sere food, but they destroy the %hole purpose of consu#in! food onthe!o" The need of the hour is a la% or re!ulation that forces these outlets to recycle the paper, plastic and foa# they use eeryday"
CURRENT SCENARIO OF FAST FOOD AND RESTAURANT INDUSTR& IN INDIA"
Eatin! at ho#e re#ains ery #uch inbuilt in )ndian culture and chan!es in eatin! habits are ery slo% #oin! %ith barriers to eatin! out entrenched in certain sectors of )ndian society" The !ro%th in nuclear fa#ilies, particularly in urban )ndia, e&posure to !lobal #edia and Western cuisine and an increasin! nu#ber of %o#en (oinin! the %or'force hae had an i#pact on eatin! out trends" Which has lead us to a ne% era of eatin! fast food$
)ND)AN consu#ers are increasin!ly spendin! lar!e su#s, eatin! out %ith fa#ily and friends on %ee'ends and holidays, churnin! up a hu!e appetite for the !lobal uic' serice restaurant ;.9 and casual dinin! restaurant CD9 business"
6oun! and old )ndians can be seen deourin! billions of dollars %orth of fast food at shoppin! #alls, #ultiple& co#ple&es, #etro stations, hi!h%ay eateries and een in office bloc's, as the eatin! out$ culture spreads across urban )ndia" Een Tier4 and Tier8 cities are %itnessin! this !astrono#ic reolution, #uch to the deli!ht of ;.9 and CD9 #a(ors"
The fast food, or ;.9, for#at too' off in )ndia about 3< years a!o %ith the arrial of #ultinational players such as McDonalds, K2C, Do#ino$s /i11a and /i11a +ut" These players initially had a tou!h ti#e understandin! the )ndian consu#er, as their ho#e#ar'et #odels did not %or' %ell in )ndia"
Oer the last decade, thou!h, #any of these players hae !ot their act to!ether throu!h a better understandin! of the )ndian #ar'et in the for# of )ndianised #enus, brea'fast #enus, sitandeat for#ats and positionin! their outlets as destinations for fa#ily outin!s"
Constantly e&peri#entin! %ith the tastes of consu#ers by #i&in! %estern and desi #enus, fast food industry has seen a rapid !ro%th in last fe% years" The )ndian fast food #ar'et has been %itnessin! rapid !ro%th on the bac' of positie deelop#ents and presence of #assie inest#ents" Currently, #ar'et !ro%th is lar!ely fuelled by the risin! youn! population, %or'in! %o#en, hectic schedules, and increasin! disposable inco#e of the #iddleclass households" .o#e of the uniue properties of fast food li'e uic' sered, cost adanta!e, etc are #a'in! it hi!hly popular a#on! the #asses" Thus, )ndia offers enor#ous opportunities for both do#estic as %ell as international players"
)ndians had spent close to 9s 38,
The report indicates a #a(or shift in food habits in #etropolitan cities %ith about ?= per cent of respondent households preferrin! to hae instant food due to steep rise in dualinco#e leels, standard of liin!, conenience and influence of Western countries"
The )ndian consu#ers hae been eatin! at roadside eateries, dhabas and stalls %hich still occupy a #a(or share of the unor!ani1ed sector, %here fast food has been eaten traditionally" +o%eer, %ith the chan!es in the econo#y of the country and in(ection of #odern e#ploy#ent fro# the West, the nonho#e food #ar'et has no% chan!ed" The #ar'et is do#inated by !lobal players, especially in the or!ani1ed fast food se!#ent" Gro%in! trend of consu#ption of #ulti cuisines and increasin! brand a%areness has led to the increase of !lobal players" Or!ani1ed #odern for#ats li'e #alls and super#ar'ets hae also beco#e a faorite destination for the outlets" Lar!er co#panies are tea#in! up %ith s#all franchisors and #all o%ners to pro#ote their brand"
The !ro%in! se!#ent co#prises of for#ats li'e fast food chains, cafes and fine dinin! restaurants" T%o sub se!#ents of the fast food #ar'et are the /i11as and 0ur!ers" These hae no% deeloped into part of the nation$s eatin! habits" Their share is continuously !ro%in! %ith the 'ey !lobal brands such as Do#inos, McDonalds and K2C #a'in! their #ar's uic'ly"
•
,ro-t. Dri/er
,e!der roes" Gender roles are no% chan!in!" 2e#ales hae started %or'in! outside" .o, they
hae no ti#e for their ho#e and coo'in! food" 2ast food is an easy %ay out because these can be prepared
easily"
Wor'in!%o#en
hae
no
ti#e
for
coo'in!"
Customer sop.isti+atio! a!d +o!fide!+e" C onsu#ers are beco#in! #ore sophisticated no%"
They don$t %ant to prepare food and spend their ti#e and ener!y in household %or's" They are
buildin! their confidence #ore on ready to eat and easy to sere$ 'ind of foods"
Pau+it# of time" /eople hae no ti#e for coo'in!" 0ecause of e#er!ence of %or'in! %o#en
and also nu#ber of other entertain#ent ite#s" Most of the ti#e either people %or' or %ant to en(oy
%ith
their
fa#ily"
Doube I!+ome ,roup" E#er!ence of double inco#e !roup leads to increase in disposable
inco#e" No% people hae #ore disposable inco#e so they can spend easily in fast food and other
actiities"
)ar*e popuatio!" )ndia bein! a second lar!est country in ter#s of population possesses lar!e
potential #ar'et for all the productsFserices" This results into entry of lar!e nu#ber of fast food players in the country" 9ela&ation in rules and re!ulations %ith the econo#ic liberalisation of 3@@3, #ost of the tariff and nontariff barriers fro# the )ndian boundaries are either re#oed or #ini#ised"
This
helped
si!nificantly
the
MNC$s
to
enter
in
the
country"
Me!u di/ersifi+atio!" )ncrease in consu#ption of pi11as, bur!ers and other type of fast foods"
•
C.ae!*es
for
t.e
i!dustr#
So+ia a!d +utura impi+atio!s of I!dia!s s-it+.i!* to -ester! brea0fast food"
Generally, +indus aoid all foods that are belieed to inhibit physical and spiritual deelop#ent" Eatin! #eat is not e&plicitly prohibited, but #any +indus are e!etarian because they adhere to the concept of ahi#sa" Those see'in! spiritual unity #ay aoid !arlic and onions" The concept of purity influences +indu food practices" /roducts fro# co%s e!, #il', yo!urt, !heeclarified butter are considered pure" /ure foods can i#proe the purity of i#pure foods %hen they are prepared to!ether" 0ut no%, )ndians are s%itchin! to fast food that contain all those thin!s that are considered i#pure or a!ainst their beliefs" .o#e traditional and funda#entalist are a!ainst this transfor#ation of food habit and nu#ber of ti#es they proo'e their counterparts to reolt a!ainst such foods" And that is %hat happened %hen /i11a hut decided to enter the co#ple&ity of
)ndian business landscape, countin! only on its fast food !lobal for#ula$, %ithout any apparent preious
cultural
trainin!"
Emp.asis o! t.e usa*e of bio'de*radabe produ+ts" Glasses, siler%are, plates and cloth
nap'ins are neer proided %ith fast food" )nstead, paper plates and nap'ins, polyurethane containers, plastic cups and table%are, drin'in! cartons or /ET polyethylene terephthalate bottles are used and these are all disposable" Many of these ite#s are tossed in the !arba!e instead of bein! recycled, or een %orse, #erely thro%n on the !round" This burdens nature unnecessarily and suanders ra% #aterials" )n order to reduce soil and %ater pollution, !oern#ent
no%
e#phasises
#ore
on
the
usa!e
of
biode!radable
products"
Retre!+.me!t of empo#ees" Most of ne% industries %ill be capital intensie and #ay drie
local
co#petitors,
%hich
hae
#ore
%or'ers,
out
of
business"
Profit repatriatio!" 9epatriation of profits is another area of concern for )ndian econo#y" As
%hen #ultinational enters the any countries, people and !oern#ent hope that it %ill increase the e#ploy#ent rate and result in econo#ic !ro%th" +o%eer, %ith the #ultinational operation, host country e&periences these benefits for a short ti#e period" )n lon! run neither e#ploy#ent increases because of capital intensie nature of MNC$s nor it increases the !ross do#estic product or !ross national product because %hateer MNC$s earn they repatriate that profit bac' to
their
•
ho#e
country"
Probems of i!dustr#
E!/iro!me!ta frie!d# produ+ts +ost .i*." Goern#ent is le!islatin! la%s in order to 'eep
chec' on the fast food industry and it is e#phasisin! #ore on the usa!e of biode!radable and eniron#ent friendly products" 0ut associated %ith this issue is the proble# that fast food player faces the cost associated %ith the eniron#ent friendly products" They cost #uch hi!her than the nor#al products that co#panies use for pac'a!in! or %rappin! their products" 1aa!+e bet-ee! so+ieta e2pe+tatio! a!d +ompa!ies e+o!omi+ ob3e+ti/es" To balance a
society$s e&pectation re!ardin! eniron#ent %ith the econo#ic burden of protectin! the
eniron#ent" Thus, one can see that one side pushes for hi!her standards and other side tries to beat the standard bac', thereby #a'in! it an ar# %restlin! and #ind bo!!lin! e&ercise"
Heat. reated issues 4obesit#5" .tudies hae sho%n that a typical fast food has ery hi!h
density and food %ith hi!h density causes people to eat #ore then they usually need" Lo% calories food E#phasis is no% #ore on lo% calories food"
•
Competitor
3" Do#inos /i11a, )nc" N6.E D/ is an international pi11a deliery corporation headuartered in Ann Arbor, Michi!an, -nited .tates" 2ounded in 3@=J, Do#inos is the secondlar!est pi11a chain in the -nited .tates and has nearly @,JJJ corporate and franchisedstores in =J international #ar'ets and all
4" 6FC Corporatio! 6FC, founded and also 'no%n as 6e!tu+0# Fried C.i+0e! , is a chain
offast food restaurants based in Louisille, Kentuc'y, in the -nited .tates" K2C has been a brand
and operatin! se!#ent, ter#ed a concep of 6u#P 0rands since 3@@> %hen that co#pany %as spun off fro# /epsiCo as Tricon Global 9estaurants )nc" K2C pri#arily sells chic'en pieces, %raps, salads and sand%iches" While its pri#ary focus isfried chic'en, K2C also offers a line of !rilled and roasted chic'en products, side dishes anddesserts"
Outside North
A#erica,
K2C
offers
beef
based
products
such
as ha#bur!ers or 'ebabs, por' based products such as ribs and other re!ional far The co#pany %as founded as Kentuc'y 2ried Chic'en by Colonel +arland .anders in 3@<4, thou!h the idea of K2Cs fried chic'en actually !oes bac' to 3@8J" Althou!h .anders died in 3@?J, he re#ains an i#portant part of the co#panys brandin! and adertise#ents, and Colonel .anders or The Colonel is a #etony# for the co#pany itself" The co#pany adopted K2C, an abbreiated for# of its na#e, in 3@@3" .tartin! in April 4JJ>, the co#pany be!an usin! its ori!inal na#e, Kentuc'y 2ried Chic'en, for its si!na!e, pac'a!in! and adertise#ents in the -"." as part of a ne% corporate rebrandin! pro!ra#B ne%er and re#odeled restaurants %ill hae the ne% lo!o and na#e %hile older stores %ill continue to use the 3@?Js si!na!e" Additionally, 6u#P continues to use the abbreiated na#e freely in its adertisin!"
8" Sub-a# is
an
A#erican
restaurant franchise that
pri#arily
sells sub#arine
sand%iches subs,salads, and personal pi11as" )t is o%ned and operated by Doctor's Associates, Inc. DA)" .ub%ay is one of the fastest !ro%in! franchises in the %orld %ith appro&i#ately
8:,JJ8 restaurants in @< countriesFterritories as of 2ebruary, 4J3:" )t is the lar!est sin!lebrand restaurant chain !lobally and is the second lar!est restaurant operator !lobally after 6u#P 0rands 8<,JJJ locations" .ub%ays #ain operations office is in Milford, Connecticut, and fie re!ional centers support .ub%ays !ro%in! international operations" The re!ional offices for European franchises are located in A#sterda#, NetherlandsB The Australia and Ne% ealand locations are supported fro# 0risbane, AustraliaB the Middle Eastern locations are supported fro# offices located
in0eirut, LebanonB the Asian locations fro# .in!apore and )ndia, Korean /eninsula operations fro# /yon!yan! and
the Latin
A#erica support
center
is
in Mia#i,
2lorida"
)n
the -K and)reland the co#pany hopes to e&pand to 4,J3< restaurants by so#e ti#e in 4J3<"
:" Wi#py is the brand na#e of a chain of fastfood ha#bur!er restaurants based in the -K" )t is %ell 'no%n for its bur!er 'no%n as the 0ender, %hich is actually a fran'furter sausa!e and not a ha#bur!er patty" The restaurants %ere ori!inally called Wi#py 0ars, but the na#e %as shortened to QWi#pyR #any years a!o" The current o%ners of the Wi#py brand operate in seeral countries under the na#e of Wi#py )nternational"
CHAPTER '7 COMPAN& PROFI)E
About /arent /rofile 5 6u# 0rands )nc"
6u#P 0rands, )nc", N6.E 6-M, based in Louisille, Kentuc'y, is one of the %orld$s lar!est restaurant co#panies %ith oer :J,JJJ restaurants in #ore than 34< countries and territories"
6u#P 0rands is ran'ed S43= on the 2O9T-NE , 6u#P 0rands has beco#e a truly !lobal co#pany !oin! fro# appro&i#ately 4J percent of profits co#in! fro# outside the -"." to al#ost >J percent in 4J38" Co" is a leader in international retail deelop#ent, openin! on aera!e oer fie ne% restaurants per day outside the -"." in 4J38" 6u#P 0rands has a portfolio of brands %ith leadership positions in China and other e#er!in! #ar'ets, %ith a lon! run%ay for !ro%th" Co" is proud to be the %orld%ide leader in e#er!in! #ar'ets %ith #ore than 3:,JJJ restaurants, nearly t%ice as #any as the nearest co#petition" With only 4 restaurants per #illion people in the top 3J e#er!in! #ar'ets, co#pared to
1usi!ess Strate*ies"
Three 'ey business strate!ies •
0uild po%erful brands throu!h superior #ar'etin!, brea'throu!h innoation and co#pellin! alue %ith a foundation built on %innin! food and %orld class operations"
•
Drie a!!ressie unit e&pansion eery%here, especially in e#er!in! #ar'ets, and build leadin! brands in eery si!nificant cate!ory in China and )ndia"
•
Create industryleadin! returns throu!h franchisin! and disciplined use of capital and #a&i#i1e lon!ter# shareholder alue"
With Co"$s announce#ent to co#bine 6u#P 9estaurants )nternational 69) and -"." indiidual diisions for K2C, /i11a +ut and Taco 0ell, effectie Vanuary 3, 4J3:, Co" is %ell positioned to #ore a!!ressiely accelerate !ro%th in the years ahead" 6u#P 9estaurants China and 6u#P 9estaurants )ndia re#ains separate diisions !ien their strate!ic i#portance and enor#ous
!ro%th potential" Co" re#ains focused on the three 'eys to driin! shareholder alue ne%unit deelop#ent, sa#estore sales !ro%th and !eneratin! hi!h returns on inested capital" )#portantly, Co" has 3"< #illion associates around the !lobe and the uniue culture Co" has built, one that$s filled %ith ener!y, opportunity, and fun"
%isio! Q6u#P 0rands is co##itted to continuin! the success reali1ed durin! first ten years" Our success has only (ust be!un as %e loo' for%ard to the future, one %hich pro#ises a lon! run%ay for !ro%th, especially on an international leel"R
%aues
We pa+e t.e +ustomer e2perie!+e at t.e +ore of a -e do8 Our custo#ers are the reason for
our e&istence" We de#onstrate our appreciation by proidin! the# %ith hi!h uality food and superior serice in a clean, %elco#in! eniron#ent, at a !reat alue" Our !oal is uality, serice, cleanliness and alue ;.C7 for each and eery custo#er, each and eery ti#e" We are +ommitted to our peope8 We proide opportunity, nurture talent, deelop leaders and
re%ard achiee#ent" We beliee that a tea# of %elltrained indiiduals %ith dierse bac'!rounds and e&periences, %or'in! to!ether in an eniron#ent that fosters respect and dries hi!h leels of en!a!e#ent, is essential to our continued success" We beie/e i! t.e &um9s S#stem8 6u#$s business #odel, depicted by our Qthreele!!ed stoolR
of o%nerFoperators, suppliers, and co#pany e#ployees, is our foundation, and balancin! the interests of all three !roups is 'ey" We operate our busi!ess et.i+a#8 .ound ethics is !ood business" At 6u#, %e hold ourseles
and conduct our business to hi!h standards of fairness, honesty, and inte!rity" We are indiidually accountable and collectiely responsible"
We *i/e ba+0 to our +ommu!ities8 We ta'e seriously the responsibilities that co#e %ith bein! a
leader" We help our custo#ers build better co##unities, support Charities, and leera!e our si1e, scope and resources to help #a'e the %orld a better place" We *ro- our busi!ess profitab#8 6u# is a publicly traded co#pany" As such, %e %or' to
proide sustained profitable !ro%th for our shareholders" This reuires a continuous focus on our custo#ers and the health of our syste#" We stri/e +o!ti!ua# to impro/e8 We are a learnin! or!ani1ation that ai#s to anticipate and
respond to chan!in! custo#er, e#ployee and syste# needs throu!h constant eolution and innoation"
Pi::a Hut
/i11a +utU, a subsidiary of 6u#P 0rands, is the %orld$s lar!est pi11a co#pany, speciali1in! in the pi11as you neer hae to settle for 5 /an /i11a, Thin $N Crispy U /i11a, +andTossed .tyle /i11a and .tuffed Crust /i11a" /i11a +ut be!an << years a!o in Wichita, Kansas, and today is an iconic !lobal brand that deliers #ore pi11a, pasta and %in!s than any other restaurant in the %orld" A true innoator in the pi11a cate!ory, Co" is not only the first to proide A#erica %ith /an /i11a, but also the first eer online purchase" Effe+ti/e ;a!uar# (< 7=(>, /i11a +ut diision includes oer 38,8JJ restaurants 5 includin! oer >,?JJ
units in the -"." and oer <,
!ro%in! it internationally" Dine)n has al%ays been at the heart of Co"$s business" Co" is buildin! ibrant casual dinin! /i11a +ut restaurants in #any international #ar'ets and offer a Q/i11a and MoreR #enu strate!y" Co" has also deeloped a ne% subbrand in the -"." called Win!.treet U, #a'in! /i11a +ut the first bi! A#erican chain to delier chic'en, sides and co#plete chic'en dinners"
/i11a +ut entered )ndia in 3@@=, and opened its first restaurant in 0an!alore" .ince then it has captured a do#inant and si!nificant share of the pi11a #ar'et and has #aintained an i#pressie !ro%th rate of oer :J per cent per annu#" )n )ndia /i11a +ut has not included all 'inds of /i11a %hich it seres else%here" 0ut rather locali1ed its #enu as per )ndian custo#ers" critical factor in /i11a +ut$s success has been a #enu that has constantly eoled and e&panded to cater to the chan!in! needs and specific preferences of custo#ers in different parts of the %orld" )n hain! understood the pulse of the custo#ers in )ndia, /i11a +ut has clearly established itself as a brand %ith an )ndian heart" 0esides offerin! an e&tensie ran!e of e!etarian pi11as, it %as the first pi11a chain to open a 3JJ e!etarian restaurant in )ndia in .urat and later in Ah#edabad and Cho%patty, %here it offers a Vain #enu sans all rootbased in!redients"
Produ+ts
(8 Pi::as
a" /an /i11a b" .tuffed crust pi11a c" Thin$n crispy pi11a d" .ee'h 'ebab stuffed crust pi11a
e. .upre#e
f" Chic'en supre#e !" .uper supre#e h" Chic'en ti''a i"
Chic'en fa(ita
("
The euro
'" 2a(ita sicilian l"
Af!hani ti''a
#" .ha%ar#a pi11a n" 0ehari chic'en pi11a o" Meat loers p" +ot .picy " Cheese loers r"
7e!!ie loers
78 STARTERS a8 Chic'en %in!s b8 .picy %ed!es +8 0ehari chic'en spin rolls d8 Garlic bread e8 Garlic bread supre#e f8
Garlic #ushroo#s
*8 00; Chic'en .pin 9olls
?8 SOUPES @ SA)ADS a8 .%eet corn and chic'en soup b8 Me&ican to#ato bean soup +8 .alad bar
>8 PASTAS a8 Lasa!na florentine b8 Crea#y to#ato penne +8 2ettuccine alfredo d8 .pa!hetti bolo!naise
8 SANDWICHES a8 /hilly stea' sand%ich b8 Me&ican chic'en sand%ich +8 Tuna #elt sand%ich
B8 DESSERTS a8 .tra%berry cheeseca'e b8 Le#on cheeseca'e
+8 Chocolate cheeseca'e d8 )ce crea# e8 Triple treat f8
0ro%nie a la #ode
*8 Chocolicious bro%nie
CHAPTER ? THEORETICA) FRAMEWOR6 OF CUSTOMER SATISFACTION
I!trodu+tio! of +ustomer satisfa+tio! Eery hu#an bein! is a consu#er of different produces" )f there is no consu#er, there is no business" Therefore, consu#er satisfaction is ery i#portant to eery business person" Accordin! to /hilip Kotler consu#er satisfaction is defined on, Qpersonal feelin! of pleasure resultin! fro# co#parin! a product$s pursued perfor#ance in relation to his Fher e&pectationsR" Consu#er attitude #easure#ents are ta'en on either potential buries or e&istin! client$s buries in order to identify their characteristics" Why should the co#petent #ar'et en!ineer conduct consu#er researchI Consu#er sureys can proide the researcher %ith a %ealth of infor#ation, aluable of the #ar'etin! function"
Detailed infor#ation re!ardin! the custo#er in a #ar'et %ill proide the basic platfor# for all #ar'etin! decisions" Mar'etin! decision #a'er needs descriptie infor#ation about the total
potential unit and dollar sales in each se!#ent" /erhaps the #ost i#portant one is that a seller needs to be a%are of the releant ob(ectie and need of consu#er and ho% their ob(ecties #i!ht best be sered by the products" Custo#er satisfaction, a business ter#, is a #easure of ho% products and serices supplied by a co#pany #eet or surpass custo#er e&pectation" Custo#er satisfaction is defined as the nu#ber of custo#ers, or percenta!e of total custo#ers, %hose reported e&perience %ith a fir#, its products, or its serices ratin!s e&ceeds specified satisfaction !oals" )t is seen as a 'ey perfor#ance indicator %ithin business and is part of the four of a 0alanced .corecard" )n a co#petitie #ar'etplace %here businesses co#pete for custo#ers, custo#er satisfaction is seen as a 'ey differentiator and increasin!ly has beco#e a 'ey ele#ent of business strate!y" Within or!ani1ations, custo#er satisfaction ratin!s can hae po%erful effects" They focus e#ployees on the i#portance of fulfillin! custo#ers$ e&pectations" 2urther#ore, %hen these ratin!s dip, they %arn of proble#s that can affect sales and profitability" These #etrics uantify an i#portant dyna#ic" When a brand has loyal custo#ers, it !ains positie %ordof#outh #ar'etin!, %hich is both free and hi!hly effectie" )n researchin! satisfaction, fir#s !enerally as' custo#ers %hether their product or serice has #et or e&ceeded e&pectations" Thus, e&pectations are a 'ey factor behind satisfaction" When custo#ers hae hi!h e&pectations and the reality falls short, they %ill be disappointed and %ill li'ely rate their e&perience as less than satisfyin!" 2or this reason, a lu&ury resort, for e&a#ple, #i!ht receie a lo%er satisfaction ratin! than a bud!et #otelHeen thou!h its facilities and serice %ould be dee#ed superior in QabsoluteR ter#s"
The i#portance of custo#er satisfaction di#inishes %hen a fir# has increased bar!ainin! po%er " 2or e&a#ple, cell phone plan proiders, such as AT T and 7eri1on, participate in an industry that is an oli!opoly, %here only a fe% suppliers of a certain product or serice e&ist" As such, #any cell phone plan contracts hae a lot of fine print %ith proisions that they %ould neer !et a%ay if there %ere, say, a hundred cell phone plan proiders, because custo#er satisfaction
%ould be %ay too lo%, and custo#ers %ould easily hae the option of leain! for a better contract offer" There is a substantial body of e#pirical literature that establishes the benefits of custo#er satisfaction for fir#s"
/urpose Custo#er satisfaction proides a leadin! indicator of consu#er purchase intentions and loyalty" Custo#er satisfaction data are a#on! the #ost freuently collected indicators of #ar'et perceptions" Their principal use is t%ofold Within or!ani1ations, the collection, analysis and disse#ination of these data send a #essa!e about the i#portance of tendin! to custo#ers and ensurin! that they hae a positie e&perience %ith the co#pany$s !oods and serices Althou!h sales or #ar'et share can indicate ho% %ell a fir# is perfor#in! currently, satisfaction is an indicator of ho% li'ely it is that the fir#$s custo#ers %ill #a'e further purchases in the future" Much research has focused on the relationship bet%een custo#er satisfaction and
retention" .tudies indicate that the ra#ifications of satisfaction are #ost stron!ly reali1ed at the e&tre#es" On a fiepoint scale, indiiduals %ho rate their satisfaction leel as Q
Importa!+e of +o!sumer satisfa+tio!
The needs to satisfy custo#er for success in any co##ercial enterprise is ery obious" The inco#e of all co##ercial enterprise is deried fro# the pay#ents receied for the products and serices supplied to its custo#ers" )f there is no custo#er there is no inco#e and there is no business" Then the core actiity of any co#pany is to attract and retain custo#ers" )t is therefore no surprise that /eter Druc'er the reno%ned #ana!e#ent Guru, has said Qto satisfy the custo#ers is the #ission and purpose of eery businessR"
.atisfaction of custo#er is essential for retention of custo#er$s and for continuous sales of the products and serices of the co#pany to custo#ers" This establishes the needs for and the i#portance of custo#er satisfaction" The satisfaction of consu#ers is different fro# one to another" 0eca#e, each consu#er has the different behaiour in their life" .o, the #ar'eter satisfies the consu#er, he #ust ery %ell 'no% the behaiour of consu#er"
RE%IEW OF )ITERATURE
Li'in! to%ards the brand itself can influence li'in! for the brand +a%'ins, 0est Coney, 3@@4" +o%eer accordin! to study by 0iehal, .tephens and Curlo 3@@4 %hether consu#ers li'e or disli'e the product does not necessarily lead to brand acceptance or re(ection" .o, een thou!h consu#ers #ay li'e the product that they see, it does not necessarily #ean that they %ill !o out and buy the brand" -sually the consu#er uses their attitude to%ards the product in brand choice eualed that of attitude to%ards the brands"
.M)T+ MA9.+AL 4JJJ Custo#er satisfaction #easures the custo#er perceptions$ of ho% %ell the co#pany deliers on the critical success factors and di#ensions of the business" These usually include factors li'e serices pro#ptness, staff responsieness, and understandin! the custo#er$s proble#"
AD9)AN T+OM/.ON 4JJ4 that consu#ers feel alued %anted and loed %hen 3" Encoura!e face to face dealin!s" 4" 9espond to #essa!es pro#ptly and 'eep your custo#ers infor#ed"
M)L.ON 4JJ8 found that seeral authors #aintain that it is nothin! short of folly to teach rules and #ar'etin! staffs the fe%er points of uality control in the #anufacturin! process, for!ettin! that it is these ery people %ho hae the #ost direct contact %ith the co#panies$ custo#ers"
AL7)N A09A+AN AND AN)L NA)N 4JJ8 in their title Qcusto#er state#ent redesi!nR i#proin! custo#er satisfaction and reducin! cost" -tility co#panies al%ays tar!et to proide better serices and solutions to their custo#ers" Custo#er state#ents in the utilities industry act as direct interfaces %ith %hich the industry interacts %ith its custo#ers" This paper proides ho% the custo#er state#ents %ere redesi!ned to proide custo#er satisfaction throu!h a better loo' and feel %hile in the process proidin! cost sain!s to the co#pany"
KELL6 W+)TNE6 4JJ= Custo#er adocacy and custo#er satisfaction the typical #easure#ents around custo#er satisfaction of serice deliery are custo#er adocacy or custo#er loyalty is typically ery different and there are uestions around %illin!ness to
repurchase and %illin!ness to reco##end you to others "6ou can #a'e a custo#er satisfaction, but they %ill really reco##end you to others, and %ill they really repurchase fro# you a!ainI -nless you as' these uestions, you %on$t 'no%" There is nothin! li'e the oice of custo#ers"
A .A9)NGA/AN) 4JJ= )t is a proen fact that cost of retainin! custo#er is #uch lo%er than acuirin! a ne% one and C9M helps the industry not only buildin! relationship but also financial returns"
.9EEK-MA9 / 4JJ> Custo#er attitude and custo#er perceied alue can be i#proed by #ana!in! custo#er interactions under the %ider perspectie of CEM" -nderstandin! the arious e&perience points especially under the co#ple& eniron#ent of #any outsourced functions, and #ana!in! the# %ith the use of releant )T TOOL. can ensure less custo#er attrition and lon! ter# profitability" The focus should shift fro# operations and serice based C9M to total CEM by analy1in! the #ultipoint custo#er interactions and understandin! that custo#er satisfaction needs a holistic approach coerin! all possible contact points throu!h %hich custo#er e&perience is deliered"
C+A/TE9: DESI,N OF THE STUD& RESEARCH O1;ECTI%E >" To study the fast food industry in )ndia, its #ar'et si1e and #a(or players" ?" To analy1e the custo#er satisfaction to%ards /i11a +ut" @" To study the factors considered by custo#er at the ti#e of selectin! fast food restaurant" 3J" To study %hich factor attracts custo#er for !oin! /i11a +ut" 33" To study the factors %hich need i#proe#ent in /i11a +ut as per custo#er"
RESEARCH DESI,N" A research desi!n is the arran!e#ent of conditions for collection and analysis of data in a #anner that ai#s to co#bine releance to the research purpose %ith econo#y in procedure" )n fact, the research desi!n is a conceptual structure %ithin %itch research is conductedB it constitutes the blue print for the collection, #easure#ent and analysis of data"
As in this type of research ) hae use the #ethod of descriptie research desi!n"
DATA CO))ECTION"
PRIMAR& DATA" This data can be collected throu!h The infor#ation proided by the custo#er throu!h the personal interaction %ith the help of uestionnaire" ;uestionnaire %ere filled up by people isitin! /i11a +ut restaurant"
.ECONDA96 DATA This data %as collected throu!h any indirect source of infor#ation" ) collected usin! the follo%in!" 3" 0oo's 78 Websites ?8 Ne-spapers
UESTIONNAIRE DESI,N" ) #a'e uestionnaire to 'no% %hich cate!ory of people satisfy for %hich 'ind of facilities they are proided and %hat are their feedbac' and opinion about the product" )n this cate!ory the factors included are such as features, uality, price of the product and satisfaction of the custo#ers %ith their product, etc" this include 4 types of uestionnaires"
Open ended uestionnaires" Closed ended uestionnaires"
Open ended uestionnaires )n this respondents are not bounded to ans%er %ithin a set of choices and can !ie their o%n ie%s" Close endedB uestionnaires in this respondents are bounded to ans%er %ithin a set of choices"
) hae desi!ned #y uestionnaire of Close ended uestions, Dichoto#ous, Multi choice as it is #ore feasible to calculate and collect data fro# it and %ould be easily understand by eeryone"
SAMP)E DESI,N"
Sampe U!it" Custo#ers of /i11a +ut Sampe Te+.!iues" 9ando# .a#plin! Sampe Si:e "
DATA ANA)&SIS
Data analysis %as done %ith the help of .i#ple percenta!e and !raphical #ethod" /ie and 0ar chart %as used to represent data"
)IMITATIONS OF STUD&
3" ) hae considered Ah#edabad City for surey because of ti#e and cost" 4" 2indin! of the study %as based on the assu#ptions that respondents hae !ien correct infor#ation" 8" )nfor#ation proided by respondents #ay be biased" :" The sa#ple si1e is co#paratiely ery s#all co#pared to the population and there are chances that it #ay not represent the %hole population" <" The ti#e and cost factors has affected the si1e of the sa#ple" =" The study is acade#ic in nature" >" The final conclusion can be also affected by so#e of the e&traneous ariables"
C+A/TE9 5 < DATA ANAL6.). AND )NTE9/9ETAT)ON.
3" When you hear the %ord /i11a, does /i11a +ut has co#e in your MindI
6es
No
%&.NO
OPTION%
IN N'()ER
IN PER*ENTA+E
,
YE%
-
/0
1
NO
,
10
Total
2
,0
INTERPRETATION
It is inferred from the above graph that majority of the population surveyed has said Yes that !hen hear the !ord Pi""a Pi""a #ut is the name that they re$all. Re$all ratio is more for Pi""a #ut $ompared to other brands.
4" )n your fa#ily %ho li'es to !o to /i11a +utI Children
/arents
Eeryone
No one
%&.NO
OPTION%
IN N'()ER
IN PER*ENTA+E
,
*hildren
,1
1-0
1
Parents
3
,-0
4
Everyone
1/
250
-
No one
4
50
2
,0
Total
INTERPRETATION 1-0 people says that $hildren li6e the most to go to Pi""a #ut ,-0 people says parents li6e to visit it and only 50 says that no one li6es to visit Pi""a #ut but the large number of people says everyone li6es to go to Pi""a #ut. This sho!s that Pi""a #ut is visited by all the family members and generally everybody from the family visits the store.
8" With %ho# do you li'e to !o /i11a +utI
2riends
2a#ily
Alone
Other
%&.NO
OPTION%
IN N'()ER
IN PER*ENTA+E
,
7riends
,1
1-0
1
7amily
,-
1/0
4
Alone
2
,0
-
Other
,8
4/0
2
,0
Total
INTERPRETATION In the survey it is inferred that 1-0 people prefer to go !ith friends and 1/0 li6e to go !ith family. 9ery small per$ent that is ,0 say that they visit Pi""a #ut alone : 4/0 of the survey said that they go !ith others !hi$h in$lude their !or6ing $olleagues and even neighbours.
:" +o% often do you !o to /i11a +utI
Once a %ee'
More than once a %ee'
Once a #onth
7ery rarely
%&.NO
OPTION%
IN N'()ER
IN PER*ENTA+E
,
Once a %ee'
,2
40
1
More than once a %ee'
1
-0
4
Once a #onth
,,
110
-
7ery rarely
-
/0
INTERPRETATION %urvey says that 40 of the respondent visit Pi""a #ut on$e a !ee6 -0 says th ey visit more than on$e a !ee6 110 say they visit on$e a month : only / 0 says they visit very rarely. It is observed that the fre;uen$y of visiting the store is on a more fre;uent basis due to various reasons.
<" With the introduction of ne% ariety of /i11a has your nu#ber of isits increasedI 6es
No
%&.NO
OPTION%
IN N'()ER
IN PER*ENTA+E
,
YE%
45
310
1
NO
,-
1/0
INTERPRETATION It is seen that there is a dire$t $orrelation !ith the introdu$tion of ne! variety of Pi""a and the fre;uen$y of visiting Pi""a #ut. 310 people agrees that ! ith the introduction of ne% ariety of /i11a in #enu, the nu#ber of isits has increased and 4? disa!rees %ith this"
=" What do you li'e the #ost in /i11a +utI
2ood
A#bience
.erice
Other
%&.NO
OPTION%
IN N'()ER
IN PER*ENTA+E
,
7ood
11
--0
1
A#bience
,1
1-0
4
.erice
,,
110
-
Other
2
,0
INTERPRETATION It is the ;uality of 7ood follo!ed by Ambien$e that is li6ed the most at Pi""a #ut by the respondents. --0 people ans!ered that they li6e the food of Pi""a #ut 1-0 li6es its ambien$e 110 li6es the servi$e : the ,0 li6es other things. The major
driving for$es for Pi""a #ut is the ;uality of the food that they serve to the $ustomers
>" +o% do you rate the serice in /i11a +utI
7ery !ood Aera!e
Good 0ad
%&.NO
OPTION%
IN N'()ER
IN PER*ENTA+E
,
9ery good
4,
510
1
Good
,4
150
4
Aera!e
2
,0
-
0ad
,
10
INTERPRETATION
The servi$e standards at Pi""a #ut being an (N* are of international standards and the respondents have rated the same !ith majority <510= of them voted for 9ery good follo!ed !ith 150 !ho voted +ood and than Average by ,0 and )ad by 10. It $an be $on$luded that not only the >uality of the food but the servi$e level given at Pi""a #ut is also e;ually good.
?" Do you thin' /i11a +ut proides 3JJ +y!ienic productI
6es
No
%&.NO
OPTION%
IN N'()ER
IN PER*ENTA+E
,
YE%
-5
810
1
NO
-
/0
INTERPRETATION
7rom the survey it is observed that 810 people believes that Pi""a #ut Provides hygieni$ produ$t and the rest / 0 beliefs that it does not provide hygieni$ produ$t
@" Are you a%are that /i11a +ut underta'es social actiities for the !ro%th of children and other needful peopleI
6es
No
%&.NO
OPTION%
IN N'()ER
IN PER*ENTA+E
,
YE%
4-
5/0
1
NO
,5
410
INTERPRETATION It is observed from the survey that 5/0 people are a!are about the /i11a +ut underta'in! of social actiities for the !ro%th of children and other needful people %hile, rest are una%are about the sa#e"
3J" What is the distance of the nearest /i11a +ut fro# your placeI
X4'"#"
Y4'"#
%&.NO
OPTION%
IN N'()ER
IN PER*ENTA+E
,
YE%
,3
4-0
1
NO
44
550
INTERPRETATION 550 people says that Pi""a #ut is more than 1 6ms from their pla$e !here as 4-0 People say that it !ithin 1 6ms. There should be more Pi""a #ut restaurant or $af? in the $ity so that it $an be easily approa$hable to people.
,,. @o you go to any other fast food shop also
6es
No
%&.NO
OPTION%
IN N'()ER
IN PER*ENTA+E
,
YE%
--
//0
1
NO
5
,10
INTERPRETATION //0 people states that they visit to other fast food shops also but ,1 0 people says that the do not visit any other fast food shop. The Per$entage of loyalty to!ards the same brand is seen less sin$e the food industry is very volatile due to the taste fa$tor.
,1. If yes then !hi$h one
K"2"C
Do#inoes
.ub%ay
Other
%&.NO
OPTION%
IN N'()ER
IN PER*ENTA+E
,
B.7.*
,1
13.130
1
Do#inoes
,-
4,./,0
4
.ub%ay
,
11.310
-
Other
/
,/.,/0
INTERPRETATION It is inferred that 130 people visit B.7.*. 410people visits dominoes 140people visits sub!ay: the rest ,/0 people visits other fast food stores. (ost of the people visit diCerent restaurant for diCerent type of food and taste.
,4. #o! mu$h you are !illing to spend at your visit Y 9s"3JJ
X 9s"3JJ
%&.NO
OPTION%
IN N'()ER
IN PER*ENTA+E
,
Y 9s"3JJ
14
-50
1
X 9s"3JJ
13
2-0
INTERPRETATION 2-0 of the respondents agree that they are !illing to spend more than Rs , during their visit to Pi""a #ut and -50 of the respondent say that they are ready to spend less than , per head during their visit to Pi""a #ut. Also it is inferred that
the meal D lun$h Dsna$6s that are available at Pi""a #ut are aCordable and $an be managed even belo! Rs ,.
*#APTER 5 7IN@IN+%
7ollo!ing are the Fndings of the study
•
Ma(ority of the population sureyed has said %hen they hear %ord /i11a, /i11a +ut co#es to their #ind"
•
Ma(ority of the people say that eeryone li'es to !o to /i11a +ut, 4: people says that children li'e the #ost to !o to /i11a +ut, 3: people says parents li'e to isit it and only = says that no one li'es to isit /i11a +ut"
•
4: people prefer to !o to /i11a +ut %ith friends and 4? li'e to !o %ith fa#ily" 7ery s#all percent that is 3J say that they isit /i11a +ut alone"
•
8J of the respondent isit /i11a +ut once a %ee', :J says they isit #ore than once a %ee', 44 say they isit once a #onth only ? says they isit ery rarely"
•
>4 people a!rees that %ith the introduction of ne% ariety of /i11a, the nu#ber of isits has increased"
•
:: people ans%ered that they li'e the food of /i11a +ut, 4: li'es its a#bience, 44 li'es the serice"
•
=4 of people oted for ery !ood serice leel by /i11a +ut follo%ed %ith 4= %ho oted Good and then Aera!e by 3J and 0ad by 4"
•
@4 people beliee that /i11a +ut /roides hy!ienic product and the rest ? beliefs that it does not proide hy!ienic product"
•
=? people %ere a%are that /i11a +ut underta'in! of social actiities for the !ro%th of children"
•
== people says that /i11a +ut is not %ithin 4 '#s fro# their place %here as 8: people say that it %ithin 4 '#s"
•
?? people states that they isit to other fast food shops also but 34 people says that the do not isit any other fast food shop"
•
4> people isit K"2"C", 84people isits do#inoes, 48people isits sub%ay the rest 3? people isits other fast food stores"
•
<: of the respondents a!ree that they are %illin! to spend #ore than 9s 3JJ durin! their isit to /i11a +ut
*#APTER 3 %'++E%TION%
7ollo!ing are the suggestionsG
•
As #a(ority of the population sureyed said %hen they hear %ord /i11a, /i11a +ut co#es to their #ind" /i11a +ut should focus on adertisin! other food products also so that people co#e not only for bur!er but for other food ite#s also"
•
/i11a +ut should pro(ect itself as restaurant for eery a!e of people instead of focusin! on one se!#ent"
•
As /i11a +ut has to co#pete %ith other MNC restaurants li'e Do#ino$s , K2C, .ub%ay and other local restaurants, it has to proide proper a#bience, uality of food and serice %ith better and cheaper rate"
•
There should be #ore arieties of food ite#s in #enu so that people should hae all the thin!s in one place"
•
More focus on hy!iene and healthy food should be there so that people li'e to co#e freuently"
•
There should be #ore ne% ariety of /i11a in #enu to attract #ore people"
•
There should be #ore /i11a +ut outlet so that it should be %ithin reach of people and people co#e easily"
•
There should be #ore adertisin! in different #edia so that there is a%areness about the /i11a +ut outlet"
*#APTER / )I)&IO+RAP#Y
)OOB% •
•
•
PRIN*IP&E% O7 (ARBETIN+ by P#I&IP BOTT&ER %.P.%harma >uantitative (ethodsFrst editionG12 *.).+upta %$hiCmen *onsumer )ehaviour Ffth edition13
HE)%ITE •
!!!.pi""ahut.$om
•
!!!.!i6ipedia.$om
•
%%%"hindustanti#es"co#
*#APTER 8
ANNE'RE
>'E%TIONNAIRE
Na#e****************************** A!e******************************** Contactnu#ber**********************
3"When you hear the %ord /i11a, does /i11a +ut has co#e in your MindI
6es
No
4" )n your fa#ily %ho li'es to !o to /i11a +utI
Children
/arents
Eeryone
No one
8" With %ho# do you li'e to !o /i11a +utsI
2riends
2a#ily
Alone
Other
:" +o% often do you !o to /i11a +utI
Once a %ee'
More than once a %ee'
Once a #onth
7ery rarely
<" With the introduction of ne% ariety of /i11a, has your nu#ber of isits increasedI 6es
No
=" What do you li'e the #ost in /i11a +utI
2ood
A#bience
.erice
Other
>" +o% do you rate the serice in /i11a +utI
7ery !ood
Aera!e
Good
0ad
?" Do you thin' /i11a +ut proides 3JJ +y!ienic productI
6es
No
@" Are you a%are that /i11a +ut underta'e social actiities for the !ro%th of children and other needful peopleI
