A study of

Customer Satisfaction Level

of Pizza Hut in

Ahmedabad

Introduction

• This study is primarily intended to oversee and evaluate the customer satisfaction level of Pizza Hut as a brand of new generation food item viz. “Pizza” in Ahmedabad.

• The people of this city have been known for their taste for foods.

• "Food is the nucleus of all activities in Amdavad and Amdavadis eat and serve to their heart’s content“.

• Culture and cuisine are two highlights of the city of Ahmedabad.

• Food is so large a preoccupation that places in New Ahmedabad are actually known by the restaurants located in the area.

• Eating out is the most popular form of entertainment and has been en vogue since times immemorial.

• In the past, Manek Chowk was the prime area for eating out.

• In the past there was no concept of restaurants and street fare was the order of the day. Then slowly the restaurant concept settled in.

• Among the famous eating out places in Ahmedabad are Chandravilas, Chetna, Khau Gali, Vishala, Agashiye, etc.

Indian Food Industry

India is the world's second largest producer of food next to China.

The total food production in India is likely to double in the next ten years and there is an opportunity for large investments in food and food processing technologies, skills and equipment.

India is one of the world’s major food producers but accounts for less than 1.5 per cent of international food trade.

The Indian food industries sales turnover is Rs. 1,40,000 crore annually as at the start of year 2000.

Indian Food Processing Industry

The Ministry of Food Processing estimates the size of the Food Processing Industry at Rs. 3150bn (US$70bn), including Rs. 990bn (US$22bn) of value added products.

The Food Processing Industry is estimated to grow at 9-12%, on the basis of an estimated GDP growth rate of 6-8%, during the tenth plan period.

The industry employs 1.6mn workers directly.

The total size of the Indian snack food market is at an estimated over 4,00,000 tons in volume terms and Rs. 100bn in value terms and is growing at over 10% for the last three years (2000-2003).

History of Pizza

Pizza is a baked pie of Italian origin consisting of a shallow bread-like crust covered with seasoned tomato sauce, cheese, and often other toppings such as sausage or olive.

The common belief is that Italians invented the pizza; however the origins go back to the ancient times.

it is known the Babylonians, Israelites, Egyptians and other ancient Middle Eastern cultures were eating flat, un-leaven bread that had been cooked in mud ovens.

it is known that ancient Mediterranean people such as the Greeks, Romans and Egyptians were eating the bread, topped seasoned with olive oil and native spices.

It's fairly well established that the first pizza as we know it today was created by a man named Raffaele Esposito from Naples, Italy in 1889 for Umberto I, King of Italy, and his wife, Queen Margherita di Savoia.

The king and Queen liked the pizza so much that word quickly reached the masses.

As the years passed and the turn of the century came about, Italian immigrants brought this recipe with them to America.

Fast Food Facts

Did you know there are nearly 3,000 fast food restaurants in Ahmedabad?

Fast food is popular because, they are convenient, predictable and fast.

Fast food has become a part of the busy human lifestyle.

But, nutrition experts point out; fast food is often high in calories, sodium, fat and cholesterol.

Pizza Hut - History

1958: The legacy of Pizza Hut began, when two college-aged brothers from Whichita, Kansas, Frank and Dan Carney opens first Pizza Hut restaurant after borrowing $600 from their mother.

1959: Pizza Hut is incorporated in Kansas and the first franchise unit opens in Topeka, Kansas.

1968: International market entered with opening of Pizza Hut restaurant in Canada.

1969:Red roof adopted for restaurants.

1972:Pizza Hut, Inc. listed on New York Stock Exchange under the symbol PIZ.

1977:Pizza Hut, Inc. stockholders overwhelmingly approve merger with PepsiCo, Inc. for an undisclosed sum.

1986:Delivery service, as a new concept, is initiated.

1996:Pizza hut comes to India with a dine in restaurant Banglore that has special vegetarian pizzas.

1997:Pizza hut opens a dine-in restaurant in Delhi.

1999:Pizza Hut opens its first pure veg. restaurant in Ahmedabad at Navarangpura.

2005:Second branch opens in Ahmedabad at S.G. highway.

SWOT Analysis

• Strngths:Good Quality Food (Hygiene)Brand NameFood worth its PriceGood Service

• Weaknesses:Parking FacilitiesAdvertisings are very lessFewer OutletsNo Social Welfare

• Opportunities:More outlets should be open.Sitting Area should be broader.Environment should be more attractive.Attractive offers should be introduced.

• Threats:Competitors like US Pizza, Dominos,

etc.Local restaurants like Honest, Havmor,

Choice, etc. Instant Fast Food Packets.Housewives are interested in making

Pizzas & other Fast Food at home.

Marketing Aspects:

Pizza Hut laid more emphasis on its “restaurant dining experience”.

Pizza Hut localizes it menu to capture local Indian Market.

In 2000 Pizza Hut launched its innovative Pizza Pooch menu and Pizza Pooch Birthday Party package exclusively for kids in the 6-10 age groups.

It positioned itself as family restaurant and also concentrated on wooing kids.

Research Methodology

A.Study Objective:To study and analyze the customer satisfaction level of Pizza Hut in Ahmedabad.

B.Type of Research:Descriptive

C.Research Approach:Survey

D.Research Instrument:Questionnaire

E. Sampling Unit:Customers of Pizza Hut in Ahmedabad.

F. Sample Size:100 Peoples

G. Sampling Procedure:Stratified Random Sample

H. Contact Method:Personal Interview

I. Limitations: Sometime respondents refuse to cooperate and it

may possible that they give biased and dishonest answers.

Marketing Research takes time and money. It may possible that personality and caliber of two

researchers are different and thus their findings could also vary.

Analysis of the Survey

1. How many times you go outside for eating food?

1. Once in a Month 19%

2. Twice in a Month 21%

3. Once in a Week 33%

4. Twice in a Week 16%

5. Other 11%

Once in aMonth

Twice in aMonth

Once in aWeek

Twice in aWeek

Other

2. Which Places you regularly visits for eating food?

1. Hotels & Restaurants

59%

2. Fast food junctions

35%

3. Local Dhabas & Food Vendors

6%

Hotels &Restaurants

Fast FoodJunctions

Local Dhabas& FoodVendors

3. How Many time you come at pizza hut?

1. First Time 14%

2. Once in a month 39%

3. Twice in a month 16%

4. Once in a Week 0%

5. Twice in a Week 0%

6. Other 31%

First Visit

Once in aMonth

Twice in aMonth

Once in aWeek

Twice in aWeek

Other

4. Are you satisfied with the parking facility at pizza hut?

1. Yes 80%

2. No 20%Yes

No

5. Are you satisfied with the response time of pizza hut people?

1. Yes 96%2. No 4%

Yes

No

6. Which type of pizzas you are regularly eating at pizza hut?A.

1. Pan 47%

2. Freshizza 21%

3. Both 32%

Pan

Freshizza

Both

6 B.

1. Veg. 87%

2. Non – Veg. 6%

3. Both 7%

Veg

Non-Veg

Both

7. Have you ordered for Appetizers & Beverages?

1. Yes 63%

2. No 37%

Yes

No

8. Are you satisfied with the taste, quality & quantity of the food served at pizza hut?

1. Yes 97%

2. No 3%

Yes

No

9. How do you find the price of the food at pizza hut?

1. Low 0%

2. Perfact 28%

3. High 52%

4. Very High 20%

Low

Perfact

High

Very High

10. Do you like the dining room decoration & table setting at pizza hut?

1. Yes 89%

2. No 11%Yes

No

11. What do you say about the cleanliness of dining room, dining table, wash room etc. of the pizza hut?

1. Very Good 28%

2. Good 71%

3. Poor 1%

4. Very Poor 0%

Very Good

Good

Poor

Very poor

12. Have you ever used the home delivery or take away services of pizza hut?

1. Yes 47%

2. No 53%Yes

No

13. Do you like the packaging of the order by pizza hut?

1. Yes 96%

2. No 4%Yes

No

14. Are you satisfied with the home delivery & take away services of Pizza Hut?

1. Yes 100%

2. No 0%Yes

No

16. Would you like to come again at pizza hut?

1. Yes 91%

2. No 9%Yes

No

17. Stars given by the questionnairee for the following items:

Ranks/Marks

Particulars

1/2 2/4 3/6 4/8 5/10 Obtained Marks / Total Marks

Services Given

0 2 40 39 19 7.5/10

Quality of food served

0 5 25 47 23 7.8/10

Environment 2 20 36 23 19 6.7/10

Home Delivery

4 8 17 11 7 6.4/10

Overall 0 1 45 40 14 7.3/10

18. Age group

1. Below 18 9%

2. 19 to 25 64%

3. 26 to 35 19%

4. 35 & Above 8%

Below 18

19 to 25

26 to 35

36 & Above

Conclusion

Pizza Hut is a complete family restaurant.

People are highly satisfied with the services and quality of the food served at Pizza Hut.

People give overall 7.3/10 marks to Pizza Hut.

People of Ahmedabad likes to go outside for eating at least once in a week and on an average visits Pizza Hut once in a month.

Most of the People visiting Pizza Hut are between 19 to 25 years of age.

People feels that prices of Pizza Hut is high.

RECOMMENDATIONS

Increase advertisements in all media.

Open more branches in Ahmedabad particularly near by Business areas and students residential areas.

Pizza Hut should introduce hot line number.

Do some social welfare for society.

Try to include low calorie Pizzas in the menu.

Try to reduce the price with the same quality & quantity.

Try to include students menu which starts with affordable price.