Pizza Hut-Consumer Behaviour and the Preference Towards a Brand

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PROJECT REPORT

BUSINESS RESEARCH METHODOLOGY

EXECUTIVE SUMMARY

The research report includes my research about Pizza Hut to analyze the consumer behaviour and the preference towards a brand. In this research I conducted a customer analysis in which I asked the customers their preferences regarding their eating habits as well as factors that promote them to select a particular place for eating out. I also asked them their experiences in Pizza Hut, every time they visit. The factor which make pizza hut a choice of eating restaurant. Through this report I am studying the various variants offered by Pizza Hut and people’s liking towards the same.

INTRODUCTION TO BRAND

Pizza Hut is one of the flagship brands of Yum! Restaurant Int. which also has KFC, Taco Bell, A&W and Long John Silver’s under its umbrella. It is the world’s largest pizza chain with over 12,500 restaurants across 91 countries.

Pizza Hut was started in 1958, by two brothers Frank and Dan Carney in Wichita, Kansas. They had the idea to open a pizza parlor. They borrowed $600 from their mother, and opened the very first Pizza Hut. In 1959, the first franchise unit opened in Topeka, Kansas. Almost ten years later, Pizza Hut was serving one million customers a week in their 310 locations. In 1970, Pizza Hut was put on the New York Stock Exchange under the ticker symbol PIZ.

In 1986, Pizza Hut introduced delivery service, something no other restaurant was doing. By the 1990's Pizza Hut sales had reached $4 billion worldwide. In 1998, Pizza Hut celebrated their 40th anniversary, and launched their famous campaign "The Best Pizzas under One Roof." In 1996, Pizza Hut sales in the United States were over $5 million. The first Indian outlet was opened in June 1996 in Bangalore. In India, Pizza Hut has 139 restaurants across 36 cities. Pizza Hut has been voted the “best family restaurant” for the second year running at the 2007 Tommy’s Parent Friendly Awards. "Pizza Hut is known for quality, innovation and category leadership.

RESEARCH PROPOSAL

The project report analyses the various aspect of the ‘Pizza Hut’ price and reach being the major. The Pizza Hut basically works under restaurant industry. Pizza hut offers a variety of food namely pizza, pasta, starters, deserts etc. It is among the leading pizza places in the country. Pizza hut yet being among the top brands faces few problems which makes it a threat to the brand. High prices are one important factor as compared to other food outlets like dominos, nirulas’s , pizza parlour etc. They offer a large menu but are priced high. High prices have a suppressive effect in the market which reduces the brand value of the product.

METHODOLOGY
Causal Research explores the effect of one thing on another and more specifically, the effect of one variable on another. The research is used to measure what impact a specific change will have on existing norms and allows market researchers to predict hypothetical scenarios upon which a company can base its business plan If the objective is to determine which variable might be causing ascertain behaviour, i.e. whether there is a cause and effect relationship between variables, causal research must be undertaken. In order to determine causality, it is important to hold the variable that is assumed to cause the change in the other variables constant and then measure the changes in the other variable.

PRODUCT STAGE
Pizza Hut is one of the leading food outlets in India. It offers its customers a wide range of food items. Pizza hut as a brand has reached to its growth stage as the brand offers a variety of products and many cuisines. The market reach of the product is significant it is a known brand in the market and has 90 franchised stores in India. Pizza hut...
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