Volume : 11, Issue : 3, MAR 2025

CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.

A STUDY ON CONSUMER PERCEPTION ON DOMINO’S PIZZA IN MADURAI CITY

K. NAGARAJ, ES. R. NAVEEN RAJ, MS. M. SHANMUGA PRIYA

Abstract

This study explores consumer perception of Domino’s Pizza in Madurai City, focusing on factors influencing customer satisfaction, preferences, and brand loyalty. With the growing competition in the fast-food industry, understanding consumer behavior is crucial for maintaining a competitive edge. The research employs a quantitative approach, utilizing structured questionnaires distributed to 50 respondents across various demographics in Madurai. The data collected were analyzed using statistical tools to assess customer perceptions regarding product quality, pricing, service efficiency, and overall dining experience.  The findings reveal that Domino’s Pizza is highly regarded for its consistent quality, quick delivery, and innovative menu offerings. However, pricing and occasional service delays were identified as areas needing improvement. The study also highlights the impact of promotional strategies and digital ordering platforms on customer engagement. Recommendations include enhancing value-for-money offerings, improving service speed during peak hours, and leveraging local preferences to strengthen brand loyalty.This research contributes to the understanding of consumer behavior in the fast-food sector, particularly in tier-2 cities like Madurai, and provides actionable insights for Domino’s Pizza to refine its marketing strategies and operational efficiency.

Article : Download PDF

Cite This Article

-

Article No : 13

Number of Downloads : 854

References

1. Sharma (2019) "Consumer Behavior in Online Shopping: A Study in Madurai City," published in the Journal of Consumer Research ,Volume 15, Issue 2, pp. 123-145.

2. Kapoor (2020) "Evaluating Consumer Preferences in Online Retail" published in the International Journal of Marketing Studies, Volume 8, Issue 4, pp. 56-72.

3. Kim (2017)"Cross-Cultural Analysis of Online Shopping Behavior: Insights from Multiple Countries," published in the International Journal of Consumer Studies ,Volume 14, Issue 1, pp. 200-215.

4. Illambirai, N. (2024). A Study on Consumer Preference Towards Tata Tea in Madurai City. International Educational Scientific Research Journal, 10(3), ISSN: 2455-295X.