Research Objectives
Consumer eating out habits and behavior
Pizza – Interaction with the category - Perception and frequency
Brand perception, likes and dislikes, SWOT, relevance, service standards and viewpoint on food
Key competition in pizza space – Preferred outlets and reasons : Taste, price, deals, variety
Chinks in the armor of client’s brand and course correction the brand needs to take
Target Group
Demographics
Male & Female
NCCS A/B
19-34 years
College Student, Young Working Adult, Home maker, Working or business man.
Approach and Methodology
Focus Group Discussion
With 8 people
Lasting up to 90 minutes
At a Central Venue
Sample Size: 20 FGDs
Market:Ahmedabad, Lucknow, Indore & Surat
Usership
Veg and Non Veg Consumers
Frequent Pizza Consumers (Must order pizza or go out to eat at least once a month)
Infrequent Domino’s Consumers (2-3 times in last 12 months)
Domino’s lapsers (Have not bought Domino’s in last 6 months, but had it multiple times before that)
