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. Marketing Research Problem To understand the food habits and preferences of students of IIT Kanpur. To estimate the potential market for a fast food joint like Domino's Pizza
to customers when eating out To understand general spending habits To understand the perception about Domino's Pizza in the minds of IIT Kanpur students
IITK houses 3500 students,(90% males) Residents are from diverse cultural backgrounds Various food joints available at IITK:
Phase I: Qualitative study 7 In-depth Interviews lasting 1-1.5 hour. 2 Focus Group Discussions with 8 members each.
Phase II: Descriptive Research using quantitative study. Target Population: - The students of IIT Kanpur Sampling Technique: -Two stage method ,Quota followed by Convenience sampling Intercept Points : - Hall canteens of hostels 1, 4, 6 and GH, campus food outlets like CC Canteen, IME Canteen Sample Size Target 80 respondents(72 Males,8 Females) Actual 75 Respondents(61 Males,14 Females)
Mess v/s Canteen Price Sensitivity Regional Preferences Conveyance Perception of Fast Food
Questionnaire
Tool: MS Excel SSPS
Frequency Calculation
feel that the quality of food is good 45% of them feel that its average Most of the candidates (96%) not unhappy with the food
students to be happy with present facilities Yet 68% of the respondents feel a need for another outlet
rejected.
Hygiene (93%)
Taste (83%)
Variety (50%) Service (47%)
Price (38%)
Ambience (24%)
have average daily expenditure greater than Rs.16 63% of respondents feel that Domino's Pizza is not over priced
37%
31-45 11%
>45 9%
0-15 32%
16-30 48%
Location Preference
GTRoad 7% 11% 3% 16% 3% 30% 30% Park MT Shopping Center Academic Area SAC Other
Frequency of Visit to Domino's Pizza Last Semester vis--vis daily expenditure on food
Frequency/ Expenditure
0-15
1-3
>3
TOTAL
45.5
45.5
100
16-30
31-45 >45
32.5
20 0
56.5
80 60
11
0 40
100
100 100
>Week
Weekly
Fortnight
Once in a month
Never
27.3 21.6 0 0
0 2.7 20.0 0
Expected Revenue
Frequen >week cy/ Expendi ture 0-15 16-30 31-45 >45 270 2160 450 630 Weekly Fortnig ht Once in Never a month 45 180 0 0 0 0 0 0 Total (in Rs.)
Number of respondents 22 37 5 10
campus It should be a full fledged outlet. The outlet should be located in the Shopping Center or Academic Area
Sample size of 7 is small. The duration of interview varied across the sample.
representation of IIT Kanpur residents in terms of sex, under-graduates , post-graduates it may not be the true representation of the population.
sampling used which can skew the analysis. The sample size was not statistically computed but was chosen on the discretion of the group. It was assumed that the sample is representative of the population. The group assumed that the respondent would rationally and patiently fill up the questions. Since there were no incentives given for filling up the questionnaire our assumption might not be valid.