Loading article...
Loading article...
Stream/Area:
-
Subject:
-
Paper ID:
IJSREM63571
Volume:
10 |
5 |
May 2026
Pages:
1-7
Publication Frequency:
Monthly (12 issues per year)
License:International Journal of Scientific Research in Engineering and Management follows the Creative Commons Attribution 4.0 (CC BY 4.0) License, allowing free use and distribution with proper attribution.
Management
Tecnia Institute of Advanced Studies
Management
Tecnia Institute of Advanced Studies
This study examines consumer satisfaction levels among Domino's Pizza customers in Delhi, with a focus on understanding how key variables such as food quality, pricing, delivery efficiency, ambience, and promotional activities shape customer experiences. As India's fast-food sector continues its rapid ascent, driven by shifting urban lifestyles, a growing middle class, and increasing appetite for convenience foods, understanding what truly keeps customers coming back has become crucial for global food chains. Domino's, operating as one of the world's largest pizza delivery networks, faces unique challenges and opportunities in the Indian market, where consumer preferences are deeply influenced by local tastes, cultural habits, and price sensitivity. Using a structured questionnaire-based survey method, data was gathered from 85 respondents drawn from various age groups across Delhi. The findings reveal that a significant majority of Domino's customers in Delhi fall within the 18–22 age bracket, confirming the brand's strong appeal among younger, urban consumers. Garlic bread emerged as the most preferred menu item, followed closely by pizza and Choco Lava Cake. While overall satisfaction levels are reasonably positive, concerns persist around delivery timelines, pricing, and the perceived impact of promotional campaigns. The study concludes with practical recommendations aimed at helping Domino's improve its service delivery and deepen consumer loyalty in the competitive Delhi market.
KEYWORDS
The overarching picture that emerges from this research is of a brand that is well-established, consistently patronised, and broadly liked in Delhi, but one that has not yet succeeded in converting casual customers into deeply loyal advocates. Domino's strengths lie in its brand recognition, accessible price points, and a menu that has been thoughtfully adapted to local tastes. However, areas of concern, particularly around delivery reliability, the perceived value of promotions, and advertising effectiveness, represent important opportunities for strategic improvement. For a brand that built its global identity on delivery speed and efficiency, the finding that home delivery is the least preferred option among Delhi consumers is especially worth examining. Whether this reflects genuine service shortcomings or simply a preference for the social experience of in-store dining, it calls for a fresh examination of how Domino's positions and executes its delivery proposition in this market. From a broader academic perspective, this study reinforces the understanding that consumer satisfaction in the fast-food context is not reducible to any single variable. It is a composite experience, shaped by food quality, service efficiency, pricing fairness, the ease of the ordering process, environmental ambience, and the emotional resonance of the brand's marketing. Companies that manage all these dimensions effectively are better positioned to build the kind of deep consumer loyalty that drives sustained commercial success.
Goyal, A., & Singh, N. P. (2007). Consumer perception about fast food in India: An exploratory study. British Food Journal, 109(2), 182–195. Singh, J., & Goyal, B. B. (2008). Comparative analysis of rural and urban Indian consumers' attitude towards foreign products. Journal of Strategic Marketing, 16(1), 29–43. Raffia, M. (2007). Domino's Pizza: A case study in franchise growth and brand recovery. Restaurant Business, 106(8), 44–50. Jaitley, M. (2010). Current trends in the food service sector in the Indian subcontinent. Midas Food International Technical Report. Kothari, C. R. (2004). Research Methodology: Methods and Techniques (2nd ed.). New Age International Publishers. Kotler, P. (2003). Marketing Management (11th ed.). Prentice Hall. Sharma, D. D. (2001). Marketing Research: Principles, Applications and Cases. Sultan Chand & Sons. Domino's Pizza Inc. (2023). Annual Report
Publication Date
5/20/2026
Peer Review Type
Double-Blind Peer Review
Review Rounds: 2
Documents
Article Views
4
Total views since publication
PDF Downloads
6
Total downloads since publication
Geographic Reach
5
Digital Preservation: This article is permanently archived on Zenodo and complies with all data preservation standards across major indexing platforms.
Plagiarism Screening
This manuscript has been checked for plagiarism using TurnitinPlagiarismChecker software.
Conflict of Interest
The authors declare no conflict of interest related to this research work.
Funding Information
No funding information available for this research.
Related research in the same subject area
Loading similar articles...