Consumer Behavior on Dominos

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Consumer Behavior on Dominos

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Table of Contents
Brand Overview...............................................................................................................................3
Target Market of Dominos..............................................................................................................3
Consumer Behavior Theory.............................................................................................................4
Literature Review on Consumer Behavior theories.....................................................................4
Consumer Perception...............................................................................................................4
Consumer Attitudes.................................................................................................................5
Practical implication of the theories on Dominos........................................................................6
Results and benefits derived........................................................................................................8
Future Trends...................................................................................................................................9
Reference List................................................................................................................................10

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Brand Overview
Domino's Pizza is an internationally recognized chain of fast foods specialized in pizza delivery.
Established by Tom Monaghan in the year 1960, Domino's Pizza has become the largest Pizza
seller worldwide in terms of sales (Domino’s, 2019). The dominance of Dominos has increased
in the recent years due to overhauling the recipe of the pizzas embracing technology that makes
ordering pizza as easy as possible. CEO Patrick Doyle has made considerable changes in the
recipes and technology used to establish the brand as the most loving Pizza brand in the world
(Barrett, 2018). Dominos has built a royal customer base by use of techniques to engage the
customers. The Fast Food Industry is changing rapidly and customer engagement is becoming a
big driver to gain customer loyalty. Since consumers look for real quality in their pizzas and
customizing according to them has been a successful strategy for Dominos. Along with that food
delivery services have also improve the business of Domino's used to dazzle its customers with
digital marketing in robotics. Domino's has utilized various social media platforms to market its
pizzas and has gained success which can be seen from its dominant position in the pizza
industry. Domino's has been prevalent in majority of the countries of the world such as USA,
UK, Canada, Japan, China and India. The international expansion was successful due to keeping
unique products according to the locations. Domino's has emerged as early winner by controlling
approximately 15% of the market of pizza sales (Whitten, 2018). Apart from the normal pizzas,
Dominos has variety of traditional and custom pizzas and variety of crust styles and toppings.
Target Market of Dominos
As identified by Gilbreath (2019), Dominos target audience has always been a wider customer
base. The diversity in consumer base is due to the focus between the ages 18 to 44. Domino's
also focus is on targeting couples and specifically working couples in order to provide quick and
easy meals for the working individuals. Although the company is focusing on the teenager and
millennials more, the middle and above middle income families are also an important focus.
Since Domino's is one of the leading fast food chains in the world, its presence can be seen in
more than 70 nations with approximately 10,800 owned and franchised outlets (Domino’s,
2019). Its global presence can mostly be seen in urban cities due to the popularity of its pizzas.
Domino's has made itself available in almost all corners of every location in the world and
targeting specific store locations make it easier for customers to have a pizza. Domino's has

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mostly targeted the cheese loving people with its product offerings consisting of variety of crust
options such as a cheese burst, extra cheese toppings and other products made of cheese. The
target has also been set looking at the behavior of people which suggests that pizza has been one
of the most desirable fast food items for people.
Consumer Behavior Theory
As opined by Lages (2016), marketing in the 21st century demands creativity and innovation by
the marketing campaigns in order to grab the attention of the customers. But these marketing
strategies grounded by certain theories which discusses about the human behavior. The study of
consumer behavior mainly focuses on understanding the nature of consumers, why consumers
buy and their way of making purchases. These theories help in understanding the underlying
issues of consumer behavior such as purchases made by consumers individually and with groups,
emotional impact on purchasing decisions, post purchase perception and attitudes, and utility
after purchasing the product.
Literature Review on Consumer Behavior theories
Consumer Perception
As opined by Zhang and Benyoucef (2016), consumer perception refers to a marketing concept
that highlights the interest, awareness and conscience of a consumer towards the brand name and
offerings of a company. According to Hugstad and Durr (2015), Consumer perception is
generally impacted by marketing efforts, advertising, product offerings, social media, product
reviews and personal experiences. The overall positioning by a company of its products, the
logo, the marketing strategies and advertisements can impact the perception of customers. There
can be many factors beyond control such as customer interaction according to their time with the
product can also be a factor affecting customer perception. It all depends on how a consumer
sees the products from their point of view and accordingly making decisions of purchasing it.
The role of perception in consumer behavior decides on the fact that whether consumers are
purchasing the product or disliking it. This is the reason why companies are spending so much
on marketing themselves is to create value for customers and influencing in any way to change
their perceptions of purchasing the products of the company. As suggested by McDonald and
Wilson (2016), profitable consumer behavior can be achieved with careful analysis of the