Domino's Pizza Case Study

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(b) Factors that influence in buying of Domino’s Pizza in Guwahati .
Table 2: Factors that influence in buying of Domino’s Pizza
Items/
Rank Well-known brand Well-advertised, Mental Satisfaction, Price Status Symbol Better Service Delivery
1 2 (4) 3 (6) 2 (4) 5 (10) 8(16) 8 (16)
2 3 (6) 2(4) 3(6) 4(8) 7(14) 17(34)
3 4(8) 13(26) 6(12) 9(18) 8(16) 9(18)
4 10 (20) 14(28) 9(18) 10(20) 9(18) 5(10)
5 15 (30) 10(20) 10(20) 15(30) 5(10) 8(16)
6 16 (32) 8(16) 20(40) 7(14) 13(26) 3(6)
Total 50 (100 50 (100) 50(100) 50(100) 50(100) 50(100)
Source: Field Survey
The influencing factors are recorded from most influencing (1) to least influencing (6). From Table 2, it is clearly revealed that in case of ‘Well known brand’, for 32 percent of the total respondents, it is the least influencing facto; in case of ‘well advertised’ and ‘Mental Satisfaction’ for 16 percent and 40 percent, these factors are the least influencing factor. 14 percent also feel that Price is the least influencing factor while for 26 percent, ‘Status Symbol’ is the least influencing factor; but only 6 percent feel that ‘ Better Service Delivery’ is the least influencing factor. Hence, the working hypothesis ‘Customers are influenced by different factors in buying fast food products of Domino’s Pizza India in Guwahati city however there is no similar degree of influence among the respondent by different factors’ is accepted.

(c) Awareness on Different brands of Domino’s Pizza and frequency of Consumption Table

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