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brm image study Essay

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Business Research Methods

            Field Project on

Image Study of Dominos vis-à-vis Pizza Hut

Submitted to - Dr. Deepak Chawla

      By –

‘Group IV ‘

Andrew Lallawmzuala (19)
Esha Mehra (20)
Karthik H (21)
Karthik M (22)
Kavish Goel (23)
Laxmikant Bohra (24)

Table of Contents

Executive Summary 2
Introduction 3
Purpose of Study 3
Literature Review 4
Objective 10
Research Questions 11
Scope of Study 12
Sampling Plan 13
Questionnaire Design 13
Pre-Testing 16
Coding Scheme 17
Methods of Analysis 18
Data Analysis 19
Summary of Findings 36
Managerial Recommendations 37
Limitations of Research 38
Suggestions 39
Annexure 40

Executive Summary

Since 1996, there has been a proliferation of ‘high-prized’ branded pizzas in the market, mainly due to the entry of the two big international Pizza chains - Dominos and Pizza Hut. Currently both the players share almost the same market share and are fighting for the same customer segment. This is a systematic study carried out with the objective of determining the perceptions which pizza consumers share about the two pizza giants. The study aims at generating insights about the various attributes which the customers use to make a choice about pizza joints, how the two joints fare on this attributes and tries to ascertain whether any relationship exists between the various demographic and psychographic parameters and choice of pizza joints.


Until 1996, Pizza in India was synonymous with only a bready dough base slathered with some ketchup. Since 1996, there was a proliferation of ‘high-prized’ branded pizzas in the market, with the entry of international Pizza chains. Domino’s and Pizza Hut, the two big US fast food chains entered India in 1996.   Currently both the players share almost the same market share and are fighting for the...

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