QUT AMN420 Consumer Insight Analysis: Domino's Pizza Study

This report presents a consumer insight analysis of the Domino's pizza brand, employing the laddering technique through in-depth interviews. The study investigates how consumers perceive the brand by exploring attributes, consequences, and values. The research involved interviewing four respondents from diverse socioeconomic backgrounds, using a structured questionnaire to uncover their preferences and motivations. The analysis of the interview data resulted in the creation of a hierarchical value map, illustrating the links between pizza attributes (e.g., luxurious cheese, crispy crust), consequences (e.g., acceptance, nutritious), and values (e.g., marketability). The findings highlight the importance of pizza benefits over features, with consumers valuing the overall experience and satisfaction derived from the product. The report also discusses managerial implications, comparing Domino's advertising strategies with those of its competitors, and acknowledges the limitations of the study, such as the small sample size, potential bias, and time-consuming nature of the interview process. The appendices provide supporting materials, including consent forms and interview codes.

Running head: CONSUMER INSIGHT 1
Consumer insight
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CONSUMER INSIGHT 2
Table of Contents
1.0Executive summary50................................................................................................................3
2.0 Introduction 70...........................................................................................................................3
3.0Method 300.................................................................................................................................3
4.0 Analysis100...............................................................................................................................4
5.0Consumer insight100..................................................................................................................4
6.0 Managerial implications100......................................................................................................4
7.0 Limitations100...........................................................................................................................5
8.0 Tables and Figures.....................................................................................................................5
8.1Ladders from the interview.....................................................................................................5
8.2 The following codes were developed from the interview feedback using the thematic analysis
method.............................................................................................................................................5
8.3 Hierarchical value map summary..........................................................................................6
9.0References...................................................................................................................................7
10.0 Appendices..............................................................................................................................7
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CONSUMER INSIGHT 3
Executive summary
The article critically conducts a product interview process and interview analysis of Pick
Domino's brand. The sections in this paper include an introduction, method, which is the body of
the interview process and interview analysis section. Lastly, the paper critically looks at
consumer and manager implications.
Introduction
Domino's is a USA multinational pizza joint widely recognized for pizza delivery services. In
this article, we are going to conduct an interview using the strategy that customers buy attributes
that bring those benefits. The major goal of the interview is to determine how individuals make
choices between important attributes, brands and the benefits received from the purchase of these
products. To achieve this we are going to employ the laddering technique. A prior study
conducted before the research determined that the business's main brand competitors are the
KFC, McDonalds and Burger King among others (Erevelles, Fukawa & Swayne, 2016). The
main consumers of Domino's products are the lower and middle-class groups of individuals.
Method
Before the interview, the following preparations are made which will facilitate the interview
process.
Mapping of a quiet location to conduct the interview helped identify 4 adult respondents who
lived in different low class and middle-class areas (Ertemel, 2015).
Pizza photos bearing the different business brands were collected and audio equipment's to be
used in the interview tested to ensure they are working.
The following questions were developed on a laddering based technique.
Do you know what a pizza is?
Have you ever eaten a pizza?
If yes when did you last eat a pizza?

CONSUMER INSIGHT 4
Do you recognize these pizza brands?
Kindly can you rank each of the displayed pizza brands in terms of preference giving out
reasons?
What benefits do you associate with each of the displayed pizza brands?
What are the values of your best pizza brand?
Consent forms were prepared to be issued to the participants of the interview before the
interview process.
During the interview, the following procedure was followed
The respondents were welcomed and appreciated for agreeing to be part of the interview
exercise. They were then familiarized with the interview main objectives and a pilot interview
process conducted. Besides, the rules and principles guiding the interview process were red out
to the participants (Longfield, et al., 2016).
The participants signed the consent form declaring they had agreed to participate in the
interview.
During the interview, each respondent was to respond to the developed interview questions. The
questions were asked in a laddering technique.
Through recording and taking notes on the respondents' feedback key responses on attributes,
values, and consequences of the displayed products were noted in a notebook. This process was
repeated for all the four respondents participating in the interview (Mikkola & Colantuono,
2017).
In all the four respondents' feedback key responses concerning the attributes, values, and
consequences of the Pizza brands were noted out and the audio recording preserved for further
analysis.

CONSUMER INSIGHT 5
Analysis
Raw data collected from the respondent feedback was converted into ladders based on
specific question responses. Having earlier developed the hierarchy of the questions it was easy
to convert information into ladders. The set of outline codes reflecting values, attributes, and
consequences were developed using the thematic analysis method (Ariztia, 2015). The ladder
value map was created built on the consumer respondent from the interview process. The map
was formed using the Domino's brand attributes, outcomes, and merit from the interview and the
existing market pizza needs.
After analysis of the interview process, I was able to find out there existed a stiff competition the
selected pizza presented to customers. However, there was an observable trend in the selection
and ranking of the pizza brands. Key attributes obtained from the consumers on the quality of a
good pizza included a pizza with luxurious cheese, Crispy crust, and savory sauce and with
carefully placed toppings. The consequences of such a pizza were acceptance, recognition,
nutritious and yummy. Lastly, the values that this pizza brought to the business are marketability
(Christensen, Hall, Dillon & Duncan, 2016).
Consumer insight
Insight is the ability to obtain a concise and deep understanding of a given brand or an
individual. From the qualitative obtained out of the analysis section, it is important to note that
pizza consumers had a different attribute towards pizza brands. However, the majority of the
respondents presented a specific pattern towards a good pizza. According to the respondent and
yummy pizza was to contain luxurious cheese, Crispy crust, and savory sauce. These responses
were a surprise as we relied on to the earlier theory of consumers but features not benefits. We
were, therefore, able to understand that consumers are keener on the benefits of a pizza brand
than the features.
Managerial implications
Advertising campaigns are often accompanied by various attributes adopted by the different
pizza brands. While conducting advertisement KFC used an attribute that consuming their pizza
would help brighten the mount of January. By the use of this strategy, the brand was able to sell

CONSUMER INSIGHT 6
significantly in this period. This was just a way of convincing the customers that the brand is
best for them and they should atleast buy it. Besides Burger King has adopted a pizza ATM
which has encouraged many customers tom purchase pizzas at any given time of the day along
the streets. McDonald's has adopted a managerial implication known as terrific Tuesday, on
these days the business offers a buy one get one free a strategy which has boosted the business
customer base to a great extent (Khan, Iqbal & Ghouri, 2016).These are some of the
advertisement strategies adopted by various competitors and can be adopted as a good
managerial implication for an advertising campaign.
Limitations
Having conducted the survey using an interview process there are certain limitations to the
obtained customer insights. Taking into account that only a small number of respondents were
involved in the interview process a small sample size could limit the true picture of the attributes,
values, and consequences held by many consumers of the different brands (Calder, Isaac &
Malthouse, 2016). Besides, this is one for the time consuming process as one have to organize
for the interview. Besides, sometome the information callected may not be delieable because it
can be biased. The respondent may provide the wrong information and if this information is
followed it means wrong conclusion would be reached. The approaching of the respondent is
alse a challenging process because some of them may not be able to give the viable information
as required by the interviwee. Moreover, the majority of the respondents could be biased,
considering the minimal number of respondent’s wrong results will then be obtained. Also, the
laddering technique could alter the true respondent feedback due to the preparation made
towards asking the most crucial questions. Some of the respondents may not be willing to give
the personal information that might be great help of this interview and therefore this means some
of the relevant information would not be reached.
Tables and Figures
Ladders from the interview
Ladder 1 Ladder 2

CONSUMER INSIGHT 7
a) Satisfaction
b) Sharing with others
c) Save money
d) On sale production
a) Good family life
b) Save money
c) Easiness
d) On sale production
e) Convenient location
Ladder 3 Ladder 4
a) Self- esteem
b) Save money
c) Easiness
d) Affordable price
e) Comfortable place
a) Comfortable life
b) Last longer
c) Expensive
d) Good quality
The following codes were developed from the interview feedback using the thematic analysis
method (Kubicka, 2017).
Values Consequences Attributes
1) Satisfaction
2) Comfortable life
3) Good family life
4) Self-esteem
1) Easiness
2) Last longer
3) Save money
4) Expensive
5) Sharing with others
1) On sale product
2) Convenient location
3) Comfortable place
4) Affordable price
5) Good quality

CONSUMER INSIGHT 8
Hierarchical value map summary (Wadhwa & Zhang, 2015).
Values
Consequences
Attributes
Self-esteem
Comfortable place Affordable price
On sale
product
Convenient
location
Easiness Last longerSave money
Comfortable lifeGood family lifeSatisfaction
Sharing with
others Expensive
Good quality

CONSUMER INSIGHT 9
References
Ariztia, T. (2015). Unpacking insight: How consumers are qualified by advertising
agencies. Journal of Consumer Culture, 15(2), 143-162.
Calder, B. J., Isaac, M. S., & Malthouse, E. C. (2016). How to capture consumer experiences: A
context-specific approach to measuring engagement: Predicting consumer behavior
across qualitatively different experiences. Journal of Advertising Research, 56(1), 39-52.
Christensen, C. M., Hall, T., Dillon, K., & Duncan, D. S. (2016). Know your customers’ jobs to
be done. Harvard Business Review, 94(9), 54-62.
Erevelles, S., Fukawa, N., & Swayne, L. (2016). Big Data consumer analytics and the
transformation of marketing. Journal of Business Research, 69(2), 897-904.
Ertemel, A. V. (2015). Consumer insight as competitive advantage using big data and
analytics. International Journal of Commerce and Finance, 1(1), 45-51.
Khan, M. Y., Iqbal, M. F., & Ghouri, A. M. (2016). Consumer Insight on Dietary evidence in
Restaurant set of Choices: An Empirical Study. International Journal of Social Sciences
and Management Studies, 3(2), 22-33.
Kubicka, A. M. (2017). Rola consumer insight w zarządzaniu relacjami z klientem-studium
przypadku. Marketing i Rynek, (3), 33-40.
Longfield, K., Moorsmith, R., Peterson, K., Fortin, I., Ayers, J., & Lupu, O. (2016). Qualitative
research for social marketing: One organization’s journey to improved consumer
insight. The Qualitative Report, 21(1), 71-86.
Mikkola, M., & Colantuono, F. (2017). Consumer insight and approaches in new dairy products
development. Advances in Dairy Products, 404.\
Wadhwa, M., & Zhang, K. (2015). This number just feels right: The impact of roundedness of
price numbers on product evaluations. Journal of Consumer Research, 41(5), 1172-1185.

CONSUMER INSIGHT 10
Appendices
I …………………………………….. Discretionary concur to take part in this research.
I am well informed that I have the freedom of withdrawal at any given time of this interview.
I am aware of the objective of this study through a consent addressed to me by writing.
I agree that my interview will be audio recorded for reference purposes.
I am aware that any single information submitted in this interview will be treated with almost
confidentiality.
I understand that I will have access to the interviewer to seek clarification with anything
regarding this interview.
I am aware that the signed audio and other consent forms will be retained with the interviewer
for reference purposes.
I understand that applying the freedom of right to information granted by the constitution I can
access this information at any time of demand.
I agree that the provided feedback and audio recording will be used for research purposes with
no source disclosure.
Name, affiliations, degree, and contact of the interviewer………………………..
Signature of the respondent Date
………………………………… …………………………………..
Signature of the interrogator

CONSUMER INSIGHT 11
I credit that the respondent ids offering informed agreement of involvement in this research.
Signature of the interrogator Date
………………………………….. ………………………………….