Pizza Hut Vs Dominos Essay

1.1 Background of the Problem and Study

The problem that this research paper will be addressing are the factors that affect consumer behavior when it comes to two competitors that are so similar and we will be doing it in the context of fast food and India context. This is a new field of study as fast food and pizza are not traditional Indian staples.

“The phenomenon of fast food and eating out is a relatively new concept in India. Food purchase behaviour of consumers in most emerging economies such as India has significantly changed due to an increase in the per capita disposable income, global interaction, information and communication technologies, urbanisation, education and health awareness, movement of households towards higher income

Domino 's claims that has a market share of about 72% of the pizza industry for the whole country while Pizza Hut is estimated to have around 20%. The difference seems staggering at first but you also have to take into account that Domino 's has 1004 locations spread out across the country while Pizza Hut only has 141 locations. There are two ways that you could read into that information. The first is that you could conclude if Pizza Hut has only 14% of the stores that Domino 's has and they still have a pretty sizeable market share, then pound for pound you could say that each outlet is stronger. On the other hand it is also possible that there are so few Pizza Hut franchises because they do not have the growth potential to do as well as Domino 's on a much larger

There is a saying that is repeated all of the time in India that was popularized by Sir Francis Bacon that “cleanliness is next to godliness”. This does not also just apply in India as a study by Technomic, a research company that is based out of Chicago, showed that people in major cities around the USA ranked the cleanliness of the area, silverware, plates and food even more important than taste or quality of the food when deciding where to eat. It will be interesting to see how much stock the Green Park consumer puts in