Research on Decline in Sales of Domino's Kingsland Store

This research report focuses on the decline in sales of Domino's Kingsland store. The report includes the research methodology, literature review, results, analysis, and recommendations. The research identifies the reasons behind the decline in sales and provides solutions to overcome the issues. The report also discusses the industry background, organization's background, and research problems. The research methodology includes research philosophy, research design, sampling, data collection, and data analysis techniques. The results of the research have proved that customer dissatisfaction, inability to innovate and absence of change management have led to the huge decline of sales.

Running head: PROJECT REPORT
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Table of Contents
Executive Summary.........................................................................................................................6
1.0 Introduction and Aim.................................................................................................................8
1.1 Industry Background.............................................................................................................8
1.2 Organization’s Background...................................................................................................9
1.3 Research Problems...............................................................................................................10
2.0 Research Methodology............................................................................................................10
2.1 Research Philosophy and justification.....................................................................................11
2.2 Research Design method and justification..........................................................................11
2.3 Research Approach and justification...................................................................................12
2.4 Sampling..............................................................................................................................12
2.5 Data Collection techniques..................................................................................................12
2.6 Data Analysis Techniques...................................................................................................13
2.7 Limitations...........................................................................................................................13
2.8 Assumptions........................................................................................................................14
2.9 Ethical Considerations.........................................................................................................14
3.0 Literature Review....................................................................................................................14
3.1 Fall of Sales in the fast-food sector.....................................................................................14
3.2 Reasons for which customers are not buying......................................................................17

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3.4 KANO Model......................................................................................................................21
1. Violante, M. G., & Vezzetti, E..............................................................................................21
KANO Model Analysis.............................................................................................................21
Figure No 1: KANO Model of Customer Satisfaction..............................................................23
KANO Model and Decline in Sales...........................................................................................23
3.5 Effective Communication Management..............................................................................24
3.10 Summary of the Chapter....................................................................................................29
4.0Results.......................................................................................................................................29
4.1 Introduction..........................................................................................................................29
4.2 Primary Data Collection Method One.................................................................................30
Figure No 2: Pie chart showing the percentage of respondents.................................................31
Table No 1: Percentage of Respondents....................................................................................31
Figure No 3: Pie chart showing the age group distribution of respondents...............................32
Table No 2: Age group of Respondents....................................................................................32
Figure No 4: Pie chart showing number of regular customer’s distribution.............................33
Table No 3: Regular customers among the Respondents..........................................................33
4.3 Primary Data Collection Method Two................................................................................34
Figure no 5: Over consciousness of health................................................................................34
Table No 4: Over consciousness of health................................................................................35
Figure no 6: Service Quality as a Major factor for decline in sales..........................................35

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Table No 5:Service Quality as a Major factor for decline in sales............................................36
Figure no 7:Competition has led to the fall of sales..................................................................37
Table No 6:Competition has led to the fall of sales...................................................................37
Figure no 8:Lack of innovation as a factor for decline in sales.................................................38
Table No 7:Lack of innovation as a factor for decline in sales.................................................38
Figure no 9:Indifferent perspective of the management of Dominos........................................39
Table No 8:Indifferent perspective of the management of Dominos........................................39
Figure no 10:Absence of Proper and trained employees...........................................................40
Table No 9:Absence of Proper and trained employees.............................................................40
Figure no 11:Absence of effective Organizational Structure....................................................41
Table No 9:Absence of effective Organizational Structure.......................................................41
5.0Analysis and Discussion...........................................................................................................42
5.1 Reasons for the Decline in Sales.........................................................................................42
5.2 Does Low sales of the store lead to a high turnover?..........................................................43
5.3 Reasons behind low profit in business.................................................................................43
5.4 Good Stock Management Strategies....................................................................................43
5.5Reliability and Validity of the Research process..................................................................43
5.6Limitations of the Research Methodology and Results........................................................44
6.0Recommendations.....................................................................................................................44
6.1 Long Term Recommendations............................................................................................44

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6.2 Short Term Recommendations............................................................................................46
7.0Conclusions...............................................................................................................................46
7.1 Main Points identified..........................................................................................................46
7.2Further Research Area..........................................................................................................48
8.0 References................................................................................................................................49
9.0Appendixes...............................................................................................................................54
9.1 Appendix A: first appendix.................................................................................................54
Questionnaire.............................................................................................................................54
9.2 Appendix B: second appendix.............................................................................................57
Research survey responses........................................................................................................57

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Executive Summary
The research has been based on the identification of the different factors that leads to the
decline of the sales in a business organization. The research has taken the example of the
Kingsland Store of Dominos Pizza as the example. The particular research has completed the
steps to investigate issues, and have discussed the methodologies that have been used to identify
the different kind of reasons behind the issues, as well as have identified the different solutions
and recommendations. Domino’s is the one of the leading franchise pizza chains in New
Zealand. The domino’s store is located on New North road in Kingsland, Auckland. In this store
the total working staff is of 14 members. The owner has been handling the store as a general
manager; under him the store have 4 store managers with 6 crew members and 4 delivery
drivers. The general manager oversees shift allocations, inventory ordering and salary. Store
managers handle the store, count the stock and handle the cash. The crew member’s work is to
make pizzas, take orders and complete other miscellaneous works. Lastly the delivery drivers are
for deliveries of the pizza, cleaning and other miscellaneous work.
The main research problem in the study is the discussion of the problems that has led to
the decline in the sales. The decline of the sales has been the major issue for the organization for
quite a long time and the management of the store is concerned that any further problems can
lead to the closure of the business. The identification of the research problem is necessary in this
particular research. The literature review has been constructed by means of a secondary research.
The secondary research analysis has been based on the research of the related perspectives of the
decline in the sales of the organization. The sales decline of the organization are thus related to
problems of quality, customer satisfaction, wrong selection of markets and potential customers,
absence of managerial expertise and many other similar factors. The secondary research

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questions have then been primarily analyzed by means of collecting samples from the
respondents who are the customers of the organization. The respondents have supported the
results of the secondary analysis. The results have been described by means of constructing
charts, bar graphs and pie charts. The statistical analysis to determine the primary results have
been beneficial in this case as because it has helped the results to be scientific and accurate in
nature. The results of the research have proved that customer dissatisfaction, inability to innovate
and absence of change management have led to the huge decline of sales. The study concluded
with a brief summarization of the total work and the discussion for the scope of the future
research on the same topic.

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1.0 Introduction and Aim
Domino’s Kingsland is a part of the Auckland fast food industry. The store is operated by
Fountain Trade Ltd. and was opened on 27thJanuary, 2017. The research is based on the decrease
in sales and some other staff management issues. In this particular project the researchhas
proposed the steps to investigate issues, and have discussed the methodologies that have been
used to identify the different kind of reasons behind the issues, as well ashave identified the
different solutions and recommendations.
1.1 Industry Background
The fast food industry is the backbone of the New Zealand economy. Sales in the fast
food industry in New Zealand increased by 3.6% and reached $11 billion in 2018. The fast food
businesses increased by 32.4% nationwide (Hospitality Report, 2018). As New Zealanders have
come to embrace the health and the wellness trend, they have also become more and more aware
of the quality of the food they consume. This leads to a boost in the sales of different kinds of
premium and healthier concepts that are delivered by most of the different food chains of New
Zealand (ibisworld.com.au, 2019). However, the fast-food service in New Zealand has grown
over the past few years especially the last five years in general.
As said earlier, the demand for good and healthy food is the trend that has been there for
the last few years. Demand growth for healthy as well as tasty food has grown over the last few
years more than that of the demand decline for unhealthy fast food. Industry revenue is expected
to rise to $5 billion in the coming years with an annual growth percentage of around 6%. The
experts in the following sector believes that the food sector in New Zealand will provide

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employment opportunities to around 35,000 people in the near future which clearly indicates the
popularity of the fast food industry in New Zealand.
1.2 Organization’s Background
Domino’s is the one of the leading franchise pizza chains in New Zealand. The domino’s
store is located on New North road in Kingsland, Auckland. In this store the total working staff
is of 14 members (dominos.co.nz 2019). The owner is handling the store as a general manager;
under him the store have 4 store managers with 6 crew members and 4 delivery drivers. The
general manager oversees shift allocations, inventory ordering and salary. Store managers handle
the store, count the stock and handle the cash. The crew member’s work is to make pizzas, take
orders and complete other miscellaneous works (dominos.co.nz 2019). Lastly the delivery
drivers are for deliveries of the pizza, cleaning and other miscellaneous work.
This store is facing difficulties like low sales and the high labor cost. Our aim is
researching the following problems and identifies their reasons and look forward to identifying
suitable solutions for the same.
The objectives of the study will be as follows;
 To identify the perspectives of low sales in domino’s stores To find out the major reasons behind the high staff turnover To find out the reasons of low profit in the business To analyze some good and effective stock management strategies that will help to
increase sales at a fast food outlet

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1.3 Research Problems
The main issues that have been bothering the food outlets especially Domino’s Kingsland
store is the sharp decline of sales and a loss in the revenue. Because of the low sales and high
labour the store is generating negligible profit. So, the research has identified the different
solutions for the same and has researched on the various aspects to determine the results and
eradicate the issues.
2.0 Research Methodology
Research Methodology consists of a number of different kinds of methodological tools
that are generally used by the researchers during the conduction of the research in a proper and
scientific manner(Kumar, 2019). The following chapter defines the different kinds of tools and
the methods that are used by the researcher in order to assess and analyze the results of the
following research. In this chapter, the researcher evaluates the different research methodological
tools such as philosophical stances, research approach, design along with data collection and data
analysis techniques. In this chapter, the researcher also provides suitable justifications of
selecting the particular research tool in accordance with the research topic.
The research has used the descriptive research design along with the different kinds of
other methodological tools like that of the random sampling techniques and the survey method to
collect the data regarding the research as well as analyze them accordingly(Mackey & Gass,
2015). The following research has used both the primary as well as the secondary research
procedures. The justification of the research has also been provided accordingly to ensure the
reliability and validity of the research.

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2.1 Research Philosophy and justification
According to, Silverman(2016) positivism, pragmatism and interpritivism are the three
most widely used research philosophies that are generally used in the researches. Each of the
philosophies has their own characteristics. In the case of the current research on the study of the
decline in sales in Domino’s store, the use of positivism philosophy has been selected to ensure
that the research questions can be constructed and answered in the correct manner. The use of the
positivism research philosophy on the other hand can also ensure the use of scientific research
methods. As said by Kumar, (2019) the scientific research methods are helpful for the accurate
results of the research. It has also ensured the use of the statistical approach for the
research(Creswell & Creswell, 2017). The use of the statistical approach has been equally
effective to derive the best results.
2.2 Research Design method and justification
The three most used research designs are namely exploratory, explanatory and descriptive
research methods. The use of these methods is mostly seen in the different kind of researches.
The following research has used the descriptive research design in order to find out the results of
the decline in sales of the Dominos store in Kingsland. The use of the particular design of the
research was useful to develop a deep understanding of the cause and effect of the research
rationale along with predicting the future occurrences of the specific research rationale(Taylor,
Bogdan & DeVault, 2015). Clarification and predicting the future occurrences simultaneously
were not possible by using either exploratory or explanatory research design. The research has
been able to understand the challenges encountered by the Dominos store regarding decline of
sales by using descriptive research design. Thus, based on the suitability of the research topic,

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the research has selected descriptive research design over exploratory and explanatory research
designs.
2.3 Research Approach and justification
According to, Silverman (2016) Inductive and Deductive research approach are two of
the main used research approaches used in varied researches. The particular research has
however used the deductive research approach. Firstly the deductive approach suits well with the
positivism research philosophy and secondly it also helps to answer the research to answer the
research questions in the most suitable manner. Apart from this another important benefit of
using the following research approach is the collection of the research information from other
theories. The use of the existing theories and concepts has thus helped the research to ensure
reliability and validity(Ledford & Gast, 2018). On the other hand, abstaining from the use of the
inductive approach helped saved time and useful resources as the use of the inductive approach
would have forced the research to use new theories and concepts.
2.4 Sampling
The sample size has been limited to just 20 and the samples selected in the research are
the different customers of the business organization. The random sampling method has been used
in the following research. The absence of time and adequate resources has been the main reason
for the use of the random sampling method.
2.5 Data Collection techniques
The two most commonly used methods of collecting data are primary as well as the
secondary data collection methods. According to, Quinlan, Babin, Carr & Griffin (2019) the
primary data collection method relates to the collection of the data from qualitative or

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quantitative sources. Quantitative data collection technique include interview whereas
quantitative data collection technique suggests conducting a survey. Primary data collection
technique includes the opinions and viewpoints of the participants regarding the research topic.
Data is collected from the participants both in the form of survey or interview. On the other
hand, the secondary data collection methods relates to the use of secondary sources like internet,
journal, books and other sources related to the research. The following research has used both the
primary as well as the secondary sources of data collection. The literary review has been
compiled by the use of the secondary resources, whereas the primary resources of data that have
been collected through a questionnaire survey has been used to gather responses of the
participants.
2.6 Data Analysis Techniques
The secondary data has been critically analyzed by providing sources of the articles and
critical references, whereas the primary data has been analyzed by means of survey research. The
results of the survey have been analyzed by means of constructing pie charts, bar graphs, tables
and diagrams. The primary analysis has thus been statistically analyzed with the use of the
quantitative data.
2.7 Limitations
The major limitations of the following research are the lack of time and the absence of
proper resources that are needed for the conduction of the research. The lack of time on the other
hand has forced the research to limit the number of the respondents to just 20. The absence of
adequate people as the respondents cannot guarantee the reliability of the research.

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2.8 Assumptions
Some of the assumptions of the research are as follows;
A. The research has assumed that the respondents have a proper knowledge about the
problem in the sales figure of the store for the last few years
B. The majority of the respondents are regular customers of the organization.
2.9 Ethical Considerations
Ethics can be considered the backbone of any research. Each and every research needs to
follow the ethics in a proper manner in order to ensure the success of the research. The first and
foremost ethical consideration in the research is the necessity to ensure the secrecy of the
research. The research must ensure that the identity and the responses of the research participants
are not disclosed openly. Apart from this the researcher must take the permission of the sample
population before conducting the survey. Lastly the researcher must not force the sample
population to provide a biased response.
3.0 Literature Review
3.1 Fall of Sales in the fast-food sector
1. Alred, G. J., Brusaw, C. T., &Oliu, W. E
As the restaurant industry gets increasingly competitive in nature the fears mount as the
fast food industry according to a number of experts will slowly lead to a slow and choked death.
Most of the owners of the fast food business chain especially the large and prosperous ones have
the fear that the industry will be slaughtered by the rise of other factors among which the rise of
restaurants is a major cause. The rise of competitive markets, the flow of heavy cash in the

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restaurant sector and the presence of better hygienic facilities makes them the easy choice for the
customers. The rise of huge competition in the business market meant that growing sales
required the stealing of diners from the other competitors. According to (Alred, Brusaw & Oliu,
2009) one must be competitive and greatly efficient in order to survive in the highly competitive
market. There are a large number of factors that have contributed to the current situation which
includes the likes of generational shifts, labour costs and a huge shift in the business model that
the management of the restaurants have slowly adopted.
2. Herbst-Damm, K. L., &Kulik, J. A.
According to, Herbst-Damm & Kulik (2005) there has been also a popular factor that
relates to the decrease of sales due to the choice of the millennial. The millennial have been the
main driving factor as the shift in the generation has hit the food chains hard. The food chains
had been unable to meet the rising demand as well as the growing trend of the millennial towards
new and unique innovations. The absence of meeting the changes according to the demands of
the millennial has been one of the major issues that have led to the fall in the demand of the food
products and has thus affected the sales of the organization. The management of most of the
organizations have declared that their inability to shift the gears according to the demand of the
new generation has led to the decrease in sales (Herbst-Damm & Kulik, 2005). The most
prominent example is the fall in the sales of Domino’s in New Zealand. Taking the example of
New Zealand based Dominos Store in Kingsland, the sales of the products have declined sharply
and the management has been left with no answers to address the issue (dominos.co.nz 2019).
The millennial have the tendency to order food online and also try out new and varied choices of
food every now and then, therefore the management of the food companies must be updated and
innovate new products to make them attractive and innovative.

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3. Warren, K
Apart from this the research of Warren (2002) has shown that there is also some other
factors that leads to the fall in the fast food business. According to a popular survey data the foot
traffic to the restaurants and the fast food outlets declined by 2.7% which though seems lower
has caused significant damage to the fast food industry. Warren (2002) is of the opinion that the
presence of too much stores in regular intervals at different places in a country has been the
reason behind the fall of sales in the company. The presence of at least three other delivery
chains of Domino’s close to Domino’s store of Kingsland can be cited as one of the great
examples for the decline in sales due to excess stores in the same area or proximity
(dominos.co.nz 2019).
4. Cornelsen, L., & Carreido, A
According to, (Cornelsen & Carreido, 2015) the management of the business
organizations are often mistaken on the choice of the right customers. There are times when the
strategies of the business organization get derailed on the choice of the wrong customers. The
absence of proper selection process for the potential customers often leads to the decrease in
sales and then ultimately the closure of the business. The main concept of the following
characteristic can be thus said to be the creation of the right items and then delivering it to the
actual customers. Thus choice of wrong customers can also be said to be one of the major
reasons for the decrease of sales.

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5. Wicks, A.
Apart from this, there are also other different problems that include the likes of the
minimum wage. According to, (Wicks, 1996) the failure to come to a deal in the rise of the wage
of the workers have led to different kinds of strikes and protests in the industry which has further
escalated tensions in between the management and the organization. Though high employment
rates are good in term of bringing in more and more customers, this also signifies that the
restaurants need to pay its workers accordingly in order to attract and keep talent. Most of the
large food chain companies of the world had reportedly failed to attract new and potential
customers under their fold because of different problems within the industry (Wicks, 1996). The
pizza sector in New Zealand has been fighting an intense war for the customers over the last
couple of years and has been driven in part by the aggressive deals from Dominos as well as
other popular pizza chains present in the country.
3.2 Reasons for which customers are not buying
1. Rehm, C., & Drewnowski, A.
Each and every business organization exists to sell something and the absence of sales
can lead to the gradual death of the organization. Therefore according to, (Rehm & Drewnowski,
2016) it is always important for the management of the organizations to explore the real reasons
on why the customers are abstaining from buying products and services. The main idea of
succeeding in business is to find out the customers who will gladly provide the required money
in exchange of what is being regularly sold. Different studies across the globe reveals that each
and every year a large number of different organizations close just because the management of
these organizations are unable to make enough sales that are termed as adequate for the survival
of the business in the market.

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Each and every people have a clear objective which is they buy products only when they
need those products. No one buy products unless and until they need it. The absence of any need
to buy products thus can lead to a decrease in sales. Most of the business organizations often
make a common mistake of producing and selling a set of things that are of no need for the
customers of the organization (Rehm & Drewnowski, 2016). The food chain sector especially
has the tendency to produce and offer customers food products that are mostly out of demand
and are not preferred too much by the customers of the organization.
2. (Mørk et al. 2017)
On the other hand According to the study of; (Mørk et al. 2017) has shown that the
presence of a product or business in the modern world will surely attract competition. The
globalization in the modern day has led to the presence of a large number of different
organizations in different industrial sectors. If a particular product has been in the market for a
long time and has been able to solve the demands and needs of the customer, the management of
the other company has to come forward with the same kind of product but with some new and
advanced features that will challenge the existing product in the market (Mørk et al. 2017). The
modern day is filled up with different kinds of such organizations in different sectors who are
trying to outclass each other by means of providing the best products and services according to
the demand of the customers and in some cases performing above the expectation of the
customers. The presence of such a tough competition in the market often leads to a deadlock
where the companies are unable to further meet the trends and choices of the customers which
again lead to loss of customers and decrease in sales.

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3. Cornelsen & Carreido, 2015
Some of the business organizations find it hard to find customers for their product as
because the products are financially out of reach of the customers even though they have the
interest to buy such products. The food sector have often faced problems when there have been
cases that due to lack of financial soundness, the customers have been unable to buy the products
(Cornelsen & Carreido, 2015). The expensive tag of the products and the services can be harmful
for the business, as because most of the business organizations fail to attract the potential
customers to buy their product. Apart from this the selection of the wrong market do not favour
an organization as because the absence of the proper market will lead to the wastage of the
resources and also the wastage of the time and money that could have been invested in the right
position to make a better future for the business organization.
4. Davis, B., Lockwood, A., Alcott, P., & Pantelidis, I. S.
The lack of desire and motivation towards the expansion of the business enterprise is
utmost important for the business organizations in order to attract the customers. The food chain
companies often fail to sell the values and benefits of the product to the customers, which makes
the customer turn away from the brand. According to, Davis et al. (2018) the management of the
organizations also needs to be specific enough to ensure the success of the business in the
market. Therefore desire forms an important part from the part of the management in order to
ensure the success of the business organization in the business market.
5. Vicentini, A., Liberatore, L., & Mastrocola, D
The market in the modern days is very much unpredictable and uncertain in nature. The
absence of proper prediction to judge the market according to the demands and the needs of the

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customer can lead to decline in the sales of the organization The absence of a proper research of
the trends in the market as well as the choice of the customers can lead to huge problems. The
unpredictable market of the organization can cause tremendous problems as the customers will
be fewer in such a case and there will be an economic slowdown in the business enterprise.
According to, Vicentini, Liberatore & Mastrocola, (2016) the market in today’s global and
competitive world has slowly changes. Unless and until the market is able to offer new and
innovative products to the customers, it becomes a tough task for the management of the
business organization to sell them properly to the customers of the business. When the
companies introduce products to the customers, it signifies that the companies are offering
something that by definition is surely going to replace some of the things, whether it is a
competitive product or whether it is a process of getting the job done by some way or the other.
The introduction of a product also refers to the introduction of a product genre (Vicentini,
Liberatore & Mastrocola, 2016). The management of the organization faces grave problems
while selling different kind of things in the market. Some of the major sales challenges that the
business organizations generally faces are as follows;
a. Building a case for a change- The absence of the change perspectives within the
business organization is one of the major failures of the business organization. The
absence of change in the strategy, change in the desired outcomes, absence of change in
the issue of selecting the right customers, absence of identification of the change in the
market halts the progress of the organizations and leads to the decline in the sales of the
organization.
b. Attracting people to the stalls- Capturing the attention of the prospects of the business
is one of the most important tasks that need to be the main aim of the management of the

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business organizations. As mentioned earlier, there are cases when most of the
organizations fail to understand the prospective customer as well as the prospective
market of the business organization. The sales professionals who will be in charge of
promoting the product must have the idea of the market and must prefer to entertain the
specific customers who will be the best ones who can buy the product easily.
c. Huge Competition- The presence of huge completion often leads to problems. The
competition in some of the cases becomes too tough to compete. The presence of the
extremely tough competition can be a problem that will lead to different types of other
problems in the near future. Too much competition in the market cannot be faced by the
SME’s as the large scale organizations will try to suppress them with their economic and
financial prowess.
3.4 KANO Model
1. Violante, M. G., & Vezzetti, E
KANO Model Analysis
Meeting the needs of the customer is one of the major needs in marketing. The business
organizations have been increasingly focusing on the needs of the customer and have been trying
to analyze the highly competitive environment. The KANO Model of Customer Satisfaction is
one of the most useful tools in understanding as well as interpreting the needs of the customer
thoroughly. The understanding of the different kinds of the customer needs makes the business
organization easily modify the different designs and gain the necessary competitive advantage
over the other similar organizations in the business market. The following article discusses the
model and its relevance to both the product as well as the service. The particular model is

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specifically based on the product attributes and the ones that are perceived by the customers and
most importantly their effect on that of the satisfaction of the customers. The model divides the
different products into four different categories. They are as follows;
a. Threshold- The following are the attributes that are expected by the customers in the
business and are therefore considered as musts in the business organization. These can be
also said to be the basic features that the customers of an organization expect from the
other . A customer may expect delicious and hot food served to him in a restaurant. It is
one of the most basic services provided by the management of the restaurant.
b. Performance- The performance attributes is another perspective of the KANO Model.
However, the following perspectives are believed to be not that necessary (Violante &
Vezzetti, 2017). But on the other hand the performance perspectives are able to increase
the enjoyment of the customers.
c. Excitement- The following are examples of surprise elements which are sometimes
provided by the management of the organizations in order to surprise the customers and
make them happy. These kinds of services are the extra benefits that the customers
receive beyond their expectations.
d. Indifferent-The indifferent perspective of the KANO model can be said to be the kind of
products and services that are outdated and no longer in demand from the customer’s
point of view. Presentation of such kind of products and services leads to dissatisfaction
within the customers.

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Figure No 1: KANO Model of Customer Satisfaction
Source: (Violante & Vezzetti, 2017)
KANO Model and Decline in Sales
The analysis of the KANO Model has been essential for the following study. The four
different perspectives shown in Figure 1 represent the way the customers feel about a particular
product or service. The lowest customer satisfaction can be seen in the threshold attributes where
the basic services are provided to the people as expected. Whereas the research of (Violante &
Vezzetti, 2017) shows that the performance attributes increases the satisfaction of the customers
in a stable manner. Lastly the surprise element or the excitement attributes are the best way to
satisfy the clients as the clients are best satisfied in the following manner. However, the
organizations in the modern days fails to meet the demands of the customers and often provides
services that are either outdated or fails to meet the expectations of the customers. The failure of
the organizations to meet the demand leads to huge decline in the sales.
The management of Dominos Pizza has been concerned over the decline in sales and
market analysis clearly shows that market skepticism on health and absence of innovative food

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items is the main cause for the growing decline in sales of the company (Violante & Vezzetti,
2017). The management of Dominos has struggled over the years to innovate new pizza’s and
have often introduced items which are seen to be the same old products presented in a different
manner to the customers. This indifferent perspective from the part of the management of the
Company has been gradually pushing the company towards a bleak and uncertain future.
3.5 Effective Communication Management
1. Petronio, S
The management of communication among the different stakeholders is one of the most
necessary tasks that need to be implemented by the managers. The decisions regarding
assignment of tasks, implementation as well as evaluation of the work done is necessary to
ensure success for the business organization (Petronio, 2016). The very first thing before
thinking about the management of the tasks of the employee is the decision on how and when to
allocate the tasks to the workers. There are both advantages as well as disadvantages for each
approach. The assignment of the tasks must be in such a manner that the management is able to
ensure the presence of a proper communication method within the business organization. The
final part of the management of the tasks involves the evaluation of the work that has to be done
to ensure the task that has been completed. The managers and the supervisors must be in constant
touch with the employees who will be assigned the tasks.
However, there have been issues in the effective management of communication by the
management of the organizations. The absence of an effective communication within the
organizations can be problematic for the business organizations. The management of the
organizations often finds it difficult to attain the proper goals and objectives as stated in the

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strategy. On the other hand, the study of Petronio (2016) has seen that the very first thing before
thinking about the management of the tasks of the employee is the, there are cases where the
communication methods may be wrong and thus leads to misinterpretation. The misinterpreted
communication methods on the other hand lead to other problems. Effective communication can
thus be said as one of the main perspectives that can be helpful for the increase in sales. Recent
studies in the food sector have shown that the management of the organizations fails to properly
establish communication amongst each other which leads to decline in the sales of the business
organization.
2. Galloway, M.
Effective staff management often refers to choice of the right employees each and every
time and selected for the best positions that are fit for them. The employees who are well trained
as well as well managed are better prepared to carry out their jobs and serve the customers in the
most appropriate manner. The management of the employees in the most appropriate manner can
lead to better profits and ensure happier clients. It is clearly proved that the presence of good and
trained employees can improve the productivity of the business and lead to increase of sales. On
the other hand, the study of (Galloway, 2018) has shown the absence of the proper management
of the staffs leads to a sharp decline of sales.
3. Collings, D. G., McDonnell, A., McCarter, A., Oddou, G. R., Mendenhall, M. E., Bonache, J.,
& Stahl, G. K
The staffs in the fast food stores of New Zealand are often recruited on the basis of part
time. The absence of any proper training programs in these organizations and the lack of proper
time of the staffs thus lead to a chaotic situation. The employees lack the basic skills and often

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PROJECT REPORT
do not have the idea to communicate with the customers. This leads to serious failure which
leads to the decline in sales of the organization (Collings et al. 2016). The food stores of New
Zealand have been facing the problem of staffing since a long time and the problem is there to
stay unless and until the management of these organizations fails to implement some proper
training programs and schedules for the workers. The rate of production is low when the
organizations fail to motivate the employees. The management of the business organizations, to
save time often limits the training and in most cases do not even have a proper training regime
that can be useful for the success of the business organization (Harper, 2015). The unskilled and
untrained employees act as a burden for the management. The management of the Kingsland
store of Dominos Pizza faces problems as they fail to appoint permanent employees and thus
have shown a serious decline in their sales figures.
4. Harper, C.
Apart from this there are some other serious issues that lead to a decline in the sales of
the business organization. One of them which have not been discussed earlier is the case of
workplace health and safety hazards (Harper, 2015). This often happens again in the absence of a
proper training and skills among the employees of the business organization. The absence of
proper training the employees often fails to use the equipments and machineries in the
restaurants and food stores in an unsafe manner. The unsafe use of such kind of tools is one of
the most important risks (Harper, 2015). This leads to loss of reputation among the customers of
the business which forces a sharp decline in the sales figure. There are also problems when the
people holding effective managerial posts are ineffective and less skilled. There have been cases
when unskilled and ineffective managers have been the cause of all the management problems.
According to, (Harper, 2015) the presence of such kind of managers and supervisors at the helm

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of the organization can lead to serious problems in the business organization. These kinds of
problems lead to increased expenses of the business and huge loss of customers. The loss of
customers can prove to be problematic for the business enterprises as more the loss in the
customers, the more will be the decline in the amount of the sales figures.
5. Burke, W. W.
Another important factor that leads to the decline of sales in the fast food industry and
other sectors of the economy is the absurd structure of the organization. The presence of an odd
organizational structure leads to the decline in sales (Burke, 2017). There are problems within
the management of the organizations where power is not evenly distributed and thus the
employees are often managed in an inefficient manner. The restructuring of organizations can
also create problems as because the employees might not accept such a change as the change
might not be suitable for their operational effectiveness (Burke, 2017). Operational effectiveness
and proper structuring of the organization thus helps to increase the productivity of the business
and also make proper arrangements to increase the sales of the organization.
Some of the major issues that bother the New Zealand Food Industry and especially
Dominos have been identified from the different sources of review as mentioned earlier. The
problems include;
a. Health Considerations- The health considerations has been one of the major issues in
the organization as because the people are extremely careful about the health related
problems and thus have turned more selective in nature. The increasing health
consciousnesses have dragged the fast food sector into huge challenges. The challenges

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are serious in nature and have forced the management of the organizations to implement
new health policies.
b. Lack of Branding- The management of the organizations fails to attract people to their
stores due to the lack of providing proper value for its products (Burke, 2017). The
absence of proper branding has been one of the major causes that have led to the decline
of sales in the fast food sector of New Zealand.
c. Wage related problems- The absence of a stable wage has been another major problem
for the food sector of New Zealand. The food sector of the country often appoints
temporary or part time employees who lack the necessary skills and capabilities to ensure
proper skills (Burke, 2017). This leads to problems in the presentation of the wage and
thus makes it tough for the business enterprises to stop the decline in the sales figure.
d. Lack of permanent employees- As said earlier, the absence of permanent employee’s
acts as a major disadvantage for the business organizations. The lack of permanent
employees increases the attrition rate and thus increases the operational cost of the
organization. The increase in the operational cost on the other hand forces the
management to turn their focus away from increasing sales.
e. Absence of innovation- The absence of innovative food products and the presentation of
the same products every now and then act as one of the major disadvantages for the
organization (Burke, 2017). The absence of proper innovation and the lack of the skills to
innovate new and healthy food for the customers have led to the gradual decline of sales
in the different stores of the business organization.
f. Huge Competition- The presence of high competition in the business market is one of
the major problems to increase sales. First of all there are a large number of stores in the

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PROJECT REPORT
vicinity of the food stalls which itself acts as a major hurdle to increase sales and apart
from that there are a large number of substitute food products in the market that offer
same characteristics to the customers (Burke, 2017). The presence of such tough
competition often leads to problem in the economical sales figure and ultimately
challenges the sustainability of the different business organizations.
3.10 Summary of the Chapter
The following chapter has provided a great analysis of the problems in the fast food
sector of New Zealand. The different perspectives related to the study of the problems has been
highlighted and effectively discussed. The problems regarding sales figures, staffing problems,
organizational changes and the restructuring of the organizations have been detailed out as the
main problems. Apart from this there have been problems in the wage structuring and allocation
of resources among the people. These problems have been identified and discussed in a
structured manner collecting relevant literary sources from different secondary studies.
4.0Results
4.1 Introduction
The following chapter will be discussing the different results of the study. The results
will be based on the analysis of the data that has been collected from 20 different respondents.
The respondents were all the customers of the business organization. The respondents were all
the customers of the business organization. The primary data collection method was used to
analyze the results of the research. A survey was conducted on the 20 different respondents to
get the answers. The survey was conducted by means of constructing a short questionnaire
consisting of 10 different questions of multiple choices.

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A Xerox copy of the questionnaire was provided to each of the respondents at the time of
their visit. An average timing of two and a half minutes was taken by the respondents to fill up
the form. The responses of the respondents were recorded and then analyzed by means of
statistical analysis. The results were published by means of different kinds of charts, pie graphs,
bar graphs and charts. The analyzed results helped in the analysis of the final result of the study.
The use of the statistical analysis by means of the survey was used to ensure the reliability and
validity of the responses and also to ensure that the results were accurate and scientific in nature.
4.2 Primary Data Collection Method One
The first of the three questions used in the questionnaire were analyzed by means of
using graphical pie charts as it involved the calculation of the percentage of the respondents who
participated in the research, their gender and their ages. Lastly it provided the chart that shows
the number of people who are the regular customers and the ones who not the regular customers
of the organization are.
Numbers of total respondents were 20 in number. The respondents were the different
customers who visit the Dominos store of Kingsland. Among them 12 were female and the rest 8
of them were male.

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Percentage of Respondents
Male
Female
Figure No 2: Pie chart showing the percentage of respondents
Source: (As created by the author)
Percentage of Respondents
Male 40%
Female 60%
Male- (n=8), Female-(n=12), N=20
Table No 1: Percentage of Respondents
Source: (As created by the author)
The above chart shows that among the 20 different respondents there were 8 males which
represented 40% of the participants and the other 60% or n=12 represented the female category.
The age group chart among the respondents is as follows;

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20-25
25-30
30-35
35 and above
Figure No 3: Pie chart showing the age group distribution of respondents
Source: (As created by the author)
Age Group Number
20-25 10
25-30 5
30-35 3
35 and above 2
Table No 2: Age group of Respondents
Source: (As created by the author)
The above pie charts along with the table shows the age group of the respondents where it
is seen that most of the respondents or 10 people belonged to the age category of 20 to 25 years.
The age category which represented the second largest respondents was between the age group
of 25 to 30 years with a representation of around 5 people. The other 5 people among the

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PROJECT REPORT
participants were divided in 3 and 2 numerical size within the other two age group categories of
30 to 35 and 35 and above respectively.
Number of regular customers chart
Numbers
Yes
No
Figure No 4: Pie chart showing number of regular customer’s distribution
Source: (As created by the author)
Are you regular customers of the store Numbers
Yes 15
No 5
Table No 3: Regular customers among the Respondents
Source: (As created by the author)

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PROJECT REPORT
The above chart shows the number of regular customers who have been the participants
of the research. There were 15 regular customers belonging to the group of participants who
were surveyed in the following research.
4.3 Primary Data Collection Method Two
The researcher has used the random sampling method to collect the details of the
research. The random sampling method was used because of the lack of time and adequate
resources. The use of random sampling method however limited the research to select the perfect
people for the research. However, the research was totally based on the customers of the business
organization. The selection of the customers of Dominos was important in this particular case as
because it helped to make the research accurate and specific.
Over consciousness of Health
Strongly Agree Agree Disagree Strongly
Disagree
0
2
4
6
8
10
12
Over consciousness of health
has lead to sales decline
Figure no 5: Over consciousness of health
Source: (As created by the Author)

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PROJECT REPORT
Over consciousness of health has lead to sales decline
Strongly Agree 10
Agree 5
Disagree 3
Strongly Disagree 2
Table No 4: Over consciousness of health
Source: (As created by the Author)
On response to the question that whether over consciousness of health affected the sales
in Domino’s the majority percentage of the respondents among the 20 participants supported the
fact that the factor was one of the major points that led to the decline of the sales. 10 of them
strongly agreed while 5 of the participants just agreed to the fact.
Service Quality as a Major factor for decline in sales
Strongly
Agree Agree Disagree Strongly
Disagree
0
1
2
3
4
5
6
7
8
Service Quality as a major factor
for decline in sales
Figure no 6: Service Quality as a Major factor for decline in sales
Source: (As created by the Author)

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PROJECT REPORT
Service Quality as a major factor for decline in sales
Strongly Agree 8
Agree 4
Disagree 4
Strongly Disagree 4
Table No 5:Service Quality as a Major factor for decline in sales
Source: (As created by the Author)
Among the respondents 12 people who provided their responses in the research either
agreed or strongly agreed to the fact that service quality is one of the factors for the decline in
sales. On the other hand 8 of the participants denied that quality of service do not have an impact
on the decline in sales. The majority of the participants thus supported the fact that quality is a
huge factor that can have an impact on the sales volume.
Competition has led to the fall of sales
Strongly Agree
Agree
Disagree
Strongly Disagree
0
1
2
3
4
5
6
7
8
9
10
Competition has led to the fall of sales
Series 3
Competition has led to the fall of
sales

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PROJECT REPORT
Figure no 7:Competition has led to the fall of sales
Source: (As created by the Author)
Competition has led to the fall of sales
Strongly Agree 4
Agree 10
Disagree 4
Strongly Disagree 2
Table No 6:Competition has led to the fall of sales
Source: (As created by the Author)
Competition has been selected as one of the major factors in the questionnaire. Most of
the respondents agreed to the fact that competition has a huge impact in the decline of sales. A
mere six people among the other respondents provided negative response to the following
question.
Lack of innovation as a factor for decline in sales

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PROJECT REPORT
Strongly Agree
Agree
Disagree
Strongly Disagree
0 2 4 6 8 10 12 14 16
Lack of Innovation as a factor for
the decline in sales
Figure no 8:Lack of innovation as a factor for decline in sales
Source: (As Created by the Author)
Lack of Innovation as a factor for the decline in sales
Strongly Agree 14
Agree 4
Disagree 1
Strongly Disagree 1
Table No 7:Lack of innovation as a factor for decline in sales
Source: (As Created by the Author)
The question on whether lack of innovation was responsible for the decline in sales
volume was highly agreed by the respondents. Among the 20 people who responded to the
question, 18 of them accepted the fact that lack of innovation has been one of the main factors
for the fall in demand. A mere number of just 2 of the respondents however denied the fact.

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PROJECT REPORT
Indifferent perspective of the management of Dominos
Strongly Agree Agree Disagree Strongly
Disagree
0
2
4
6
8
10
12
Indifferent Perspective of the
management of Dominos
Figure no 9:Indifferent perspective of the management of Dominos
Source: (As created by the Author)
Indifferent Perspective of the management of Dominos
Strongly Agree 10
Agree 4
Disagree 3
Strongly Disagree 3
Table No 8:Indifferent perspective of the management of Dominos
Source: (As created by the Author)
The question on whether indifferent perspective of the KANO Model was one of the
factors for the decline in sales of Dominos was supported by 14 different people among whom

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PROJECT REPORT
10 of them strongly agreed to the fact. While 6 of the people who provided responses disagreed
to the following fact.
Absence of Proper and trained employees
Strongly
Agree Agree Disagree Strongly
Disagree
0
1
2
3
4
5
6
7
8
Absence of proper and trained
employees
Figure no 10:Absence of Proper and trained employees
Source: (As created by the Author)
Absence of proper and trained employees
Strongly Agree 6
Agree 8
Disagree 2
Strongly Disagree 4
Table No 9:Absence of Proper and trained employees
Source: (As created by the Author)
Most of the participants provided positive response to the question on whether the
absence of proper training led to problems within the sales of the business organization. 14

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PROJECT REPORT
different respondents supported the fact that the absence of proper training led to a decline of
sales.
Absence of effective Organizational Structure
Strongly Agree Agree Disagree Strongly
Disagree
0
1
2
3
4
5
6
7
8
9
Absence of effective
organizational structure
Figure no 11:Absence of effective Organizational Structure
Source: (As created by the Author)
Absence of effective organizational structure
Strongly Agree 8
Agree 8
Disagree 3
Strongly Disagree 1
Table No 9:Absence of effective Organizational Structure
Source: (As created by the Author)
The last response was based on whether absence of effective organizational structure led
to decline of sales was also answered positively by the respondents. 8 respondents each strongly

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PROJECT REPORT
agreed and agreed to the following response. 4 of the respondents however disagreed while 1
among them strongly disagreed to the responses.
5.0Analysis and Discussion
The fourth chapter of the following report has provided the results of the report in a
transparent manner by providing graphs, analytical figures and pie charts. The random survey
method has been carried out by means of a survey upon 20 different participants who are all the
customers of the Kingsland store of Dominos in New Zealand. The number of respondents was
low in number due to the lack of time and resources. The questionnaire was presented to the
respondent during their visit to the store. Each of the respondents took some time to fill up the
list of 10 multiple choice questions. The first three questions were based on the demographics of
the respondents whereas the other seven were totally based on the view of the respondents based
on different factors and each of them related to the decline of sales of Dominos products in the
market. The analysis of the results based on the research questions have been discussed in a
detailed manner.
5.1 Reasons for the Decline in Sales
The major reasons for the decline in sales have been determined after the primary as well
as the secondary analysis. The study of Burke, (2017)absence of an effective organizational
structure, presence of inefficient and incapable staffs along with the absence of quality has been
seen to be the major reasons for the sales decline of the business organization.
5.2 Does Low sales of the store lead to a high turnover?
The absence of proper and efficient permanent employees leads to the lack of the
required expertise leads to low sales. Most of the respondents have accepted the fact that absence

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PROJECT REPORT
of quality staffs is one of the major factors for the decline in sales. The absence of proper sales
figure can thus lead to problems for the business organization.
5.3 Reasons behind low profit in business
The presence of problems like low turnover, absence of skills within the employees,
absence of an exceptional perspective for the business organization can thus be proved as one of
the most important reasons for the low profit of the organization (Laguna & Marklund, 2018).
The absence of proper profit making structure can thus challenge the management of the
business organization to provide the basis for the increase of sales.
5.4 Good Stock Management Strategies
The research results and the responses of the customers have clearly identified the
absence of proper and efficient managerial positions and effective leaders in the market. The
absence of proper stock management strategies is another major reason identified in the result for
the decline in sales.
5.5Reliability and Validity of the Research process
The information provided in the research is reliable as because the review has been
constructed by means of considering the related articles. On the other hand the primary survey
has been conducted by considering the people who are the customers of the business
organization.
5.6Limitations of the Research Methodology and Results
The lack of time led to the selection of just 20 participants which is one of the major
areas of concern as such a small number of participants can often lead to biased results. The
absence of enough time and resources thus led to the limitations of the research.

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PROJECT REPORT
6.0Recommendations
6.1 Long Term Recommendations
Sales professionals involved with Domino’s must take an active role to implement some
long term strategies in order to answer the sales problems of the business organization. The sales
professionals of the organization will have a very tough job in hand. They will have to fight an
uphill task to hit their respective quotas. The sales professionals have to fight for different kinds
of prospects in order to answer the phone or an email. Sales is therefore one of the most tough
jobs in New Zealand. It is especially tough for the management of the Kingsland store of the
company as it has been facing a rise in the decline of the sales since a long time. The sales
performance of the organization will have a major effect on the profits of the business
organization. The management of the food company will thus have to come up with new and
innovative ideas that will be effective in the long run and will stop the loss of the company
accordingly. The reduction in the decline of the sales and an increase in the sales is one of the
major areas which can transform the organization. Some of the major changes that can transform
the organization are as follows;
a. Better leadership skills-The presence of better leadership skills can be attributed as one
of the most important recommendations for increasing sales. The selection of the best
sales manager will help the sales team to grow and improve. Apart from this the
operations manager must also be capable enough to ensure the success of the
organization. The leadership skills need to be present within the managers and the
supervisors in order to ensure the success of the business.
b. Pre-sales activities-The presence of pre-sales activities can help the organization to
improve its sales performance. The management of the eatery must concentrate on

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PROJECT REPORT
providing attractive pre sales activities to the customers. The presentation of proper pre
sales activities is key to the success of the business organization in the business market.
c. Presenting an effective solution-The buyers of a product wants to emotionally connect
with the product or service. Therefore it is important for the management of Dominos
Pizza to provide their buyers with innovative and attractive features that will be able to
address the different issues related to the business organization.
d. Long term innovation-One of the major amendments that needs to be implemented by
the management of Dominos is the implementation of a research and development team
which will be engaged in studying the trends in the market and research on food that the
customers prefer especially the millennial. The following team will be provided with the
responsibility to ensure the success of the business by providing new and unique dishes to
the customers on a regular basis.
e. Training regime to make a better future-A training regime must be implemented by
the business organization in order to ensure that the employees of the organization are
trained as well as skilled enough to handle the customers in a proper and efficient
manner. Such behavior can help the organization to stop the decline in sales and increase
customer footfall in the store (Ma & Robertson, 2017).
f. Prioritize value-The value of the products must be attributed by the management of the
business organization. The ability to attribute the value of the products and promote them
as a brand can change the sales figure of the products.
6.2 Short Term Recommendations
The long term recommendations will take some time and proper resources to be
successful. However the management of the Dominos store in Kingsland must implement some

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PROJECT REPORT
quick fire recommendations that can help to manage the situation urgently and also ensure
success for the organization. Some of the recommendations are;
a. Appointment of able officers-The appointment of the most able and sound officers and
supervisors plays a crucial role in the business success. The able and capable officers can
ensure the management of the business in the most appropriate manner.
b. Changing the strategies of the market-The strategies of the organization in the market
must be changed in some small was in order to meet the necessary demands and wants of
the customers of the business organization.
c. Use of technology-The use of technology can be favored by the management of Dominos
Pizza in order to improve the service quality of their organization.
d. Try attractive promotional discounts-The presentation of attractive discounts can
ensure the success of the organization accordingly.
7.0Conclusions
7.1 Main Points identified
The following research has been instrumental in identification of the problems that leads
to the decline in the sales of the Dominos store in New Zealand. The study has considered and
defined all the different kinds of the perspectives that are involved in the sudden decline of the
sales. The perspectives for the decline in sales have been related to and discussed by analyzing
both the primary as well as the secondary sources. As the report is based on the Dominos store of
Kingsland in New Zealand, a brief yet detailed analysis of the same has been provided in the
following study. The business organization has suffered a substantial loss from the loss of
customers. Some of the major reasons that have been considered to support the cause of the

47
PROJECT REPORT
decline are the problems of service quality, problems of staff management, absence of
management expertise and problems of wage.
These kinds of problems have led to a sharp sales decline. The management of Dominos
has been searching for answers to overcome the decline. The primary analysis has shown that
most of the respondents have supported the secondary analysis results. The absence of time and
adequate resources limited the number of respondents for the research to a mere 20. The study
has provided a detailed list of recommendations related to the following topic in order to address
the different issues. Some of them are long term recommendations while the others are short
term recommendations. The long term and short term recommendations are viable as because it
has been based upon the results of the primary as well as the secondary research. The study has
thus answered almost all the different perspectives. However, there are some important
limitations of the study. This includes the lack of time and resources. The availability of the two
could have made the research more detailed and compact in nature. The limitations of the
research have however not been able to diminish its importance as the research has been carried
out in the best possible manner.
7.2Further Research Area
As said earlier, the research consisted of different limitations as because it did not have
the time and resources required for addressing all the elements properly. However, the
identification of the main perspectives and a detailed primary as well as secondary analysis of
the information proved to be an advantage for the research. The gap left by the following
research has thus provided ample scope for the future researches to be successful. The future
researches can thus be more compact and inclusive. According to the results of the study most
importance is needed to be provided to the perspective of customer satisfaction that has been

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PROJECT REPORT
analyzed in the following research by the help of the KANO Analysis. Customer satisfaction is
being considered as the main area for the focus in future researches because of the attitudinal
changes of the millennial population. The following population group changes their decision
every now and then which creates a challenge for the management of the organization to keep up
with them.

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Laguna, M., & Marklund, J. (2018). Business process modeling, simulation and design.
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9.0Appendixes
9.1 Appendix A: first appendix
Questionnaire
1. What is your gender?
A. Male
B. Female
2. What is your age?
A.20-25
B.25-30
C. 30-35
D. 35 and above
3. Are you a regular customer of Dominos, Kingsland?
a. Yes
b. No
4. Do you think over consciousness of health can lead to decline in sales?
A. Strongly Agree
B. Agree
C. Disagree
D. Strongly Disagree
5. Do you think service quality is a major factor for decline of sales in Dominos?
A. Strongly Agree
B. Agree
C. Disagree

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D. Strongly Disagree
6. Do you think competition has led to the fall of sales in the fast food sector of New
Zealand?
A. Strongly Agree
B. Agree
C. Disagree
D. Strongly Disagree
7. Do you think lack of innovation can cause decline in the sales of Dominos?
A. Strongly Agree
B. Agree
C. Disagree
D. Strongly Disagree
8. Do you think indifferent perspective of the management of Dominos has been one of the
major reasons for decline in sales?
A. Strongly Agree
B. Agree
C. Disagree
D. Strongly Disagree
9. Do you think absence of proper and trained employees can lead to decline in sales?
A. Strongly Agree
B. Agree
C. Disagree
D. Strongly Disagree

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PROJECT REPORT
10. Do you think the absence of effective organizational structure can lead to decline in
sales?
A. Strongly Agree
B. Agree
C. Disagree
D. Strongly Disagree

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PROJECT REPORT
9.2 Appendix B: second appendix
Research survey responses
FACTORS Strongly Agree Agree Disagree Strongly Disagree
Do you think over
consciousness of
health can lead to
decline in sales
10 5 3 2
Do you think
service quality is a
major factor for
decline of sales in
Dominos
8 4 4 4
Do you think
competition has led
to the fall of sales
in the fast food
sector of New
Zealand
4 10 4 2
Do you think lack
of innovation can
cause decline in the
sales of Dominos
14 4 1 1
Do you think
indifferent
perspective of the
management of
Dominos has been
one of the major
reasons for decline
in sales
10 4 3 3
Do you think
absence of proper
and trained
employees can lead
to decline in sales
6 8 2 4
Do you think the
absence of effective
organizational
structure can lead
to decline in sales
8 8 3 1