Project On Consumer Satisfaction

CHAPTER-1
INTRODUCTION
Consumers are the blood of any organization. Every company needs consumers
and ‘Happy’ consumers in order to survive in the drastically changing business
environment. What is needed most to achieve is to know how to keep up to the
consumer satisfaction and know the customers problems and understand what
they need.
Henceforth the main focus of the project is Consumer Satisfaction. The necessity
of choosing such a subject is to understand consumer grievances, the needs and
improve the company standards and increased sales, reputation and profit.
“A Satisfied consumer is the best business strategy of all”.
Consumer satisfaction is a term used in marketing. It is a measure of how products

and services meet or surpass customer expectation. In a survey of nearly 200
senior marketing managers, 71 percent responded that they found a consumer
satisfaction metric very useful in managing and monitoring their business.
It seen as a key performance indicator within business and is often part of a

balanced scorecard. In a competitive market place where businesses compete for
customers, consumer satisfaction is seen as a key differentiator and increasingly
has become a key element of business strategy.
Meaning and definition
The term ‘consumer’ refers to a person who buys goods or services for his
personal or household use, and not for resale.
Now, let us take up the discussion of definition and meaning of consumer

satisfaction.
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Consumer satisfaction is defined as “the number of customers, or percentage of
total customers, whose reported experience with a firm, its product, or its services
(ratings) exceeds specified satisfaction goals.”
In general, satisfaction is a person’s feeling of pleasure or disappointment

resulting from comparing a products perceived performance in relation to his or
her expectations. If the performance matches the expectations, the consumer is
satisfied. If the performance falls, the short of expectations, the consumer is
dissatisfied. If the performance exceeds expectations, the consumer is highly
satisfied or delighted
Why Consumer Satisfaction Is Important
Consumer satisfaction is important because it provides marketers and business

owners with a metric that they can use to manage and improve their business.
Here are the top six reasons why consumer satisfaction is so important:
• It is a leading indicator of consumer repurchase intention and loyalty
• It is a point of differentiation
• It reduces consumer churn
• It increases consumer lifetime value
• It reduces negative word of mouth
• It is cheaper to retain consumers than acquire new ones
• It is a leading indicator of consumer repurchase intention and

loyalty:
Consumer satisfaction is the best indicator of how likely a consumer will make a
purchase in the future. Asking consumers to rate their satisfaction on a scale of
1-10 is a good way to see if they will repeat consumers or even advocates.
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Any consumers that give a rating of 7 and above, can be considered satisfied, and
can safely expect them to come back and repeat purchases. Consumers who give
a rating of 9 or 10 are potential consumer advocates who can leverage to become
evangelists for the company.
Scores of 6 and below are warning signs that a consumer is unhappy and at risk
of leaving. These consumers need to be put on a consumer watch list and followed
up company can determine why their satisfaction is low.
That is why it is one of the leading metrics businesses use to measure consumer
repurchase and customer loyalty.
Consumer satisfaction is so important because without a high degree of it, profits

can be lower and harder to generate. Statistics have shown that a business with
high consumer satisfaction is likely to generate up to 18 times more revenue than
a company with a very low consumer satisfaction rate.
A satisfied consumer is likely to send more business back to the company, while
an unsatisfied consumer may be more apt to prevent the business from soaring.
Negative reviews from consumers can have more of an impact on a business than
owners may think. While the customer may not always be right, they need to be
satisfied to the best of every company's ability.
When it comes to advertisement, word of mouth can be the best kind. Companies
spend a lot of money on advertisement and good consumer satisfaction guarantees
free advertisement. When a consumer is satisfied with a product or service, she
is likely to spread the word and help increase the company's profits.
There are several methods of to help consumer satisfaction. Owners should offer
all consumers the opportunity to fill out a survey and closely evaluate what is
being said. In addition, owners should respond to all consumer complaints and
handle them in a timely fashion.
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 It is a point of differentiation:
In a competitive marketplace where businesses compete for consumers; consumer

satisfaction is seen as a key differentiator. Businesses who succeed in these cut-
throat environments are the ones that make consumer satisfaction a key element
of business strategy.
Not only consumer satisfaction help to keep a finger on the pulse of existing
customers, it can also act as a point of differentiation for new consumers.
 It reduces consumer churn:
An Accenture global consumer satisfaction report (2008) found that price is not
the main reason for consumer churn; it is actually due to the overall poor quality
of consumer service. Consumer satisfaction is the metric we can use to reduce
consumer churn. By measuring and tracking consumer we can put new processes
in place to increase the overall quality of your consumer service.
 It increases consumer lifetime value:
A study by Info Quest found that a ‘totally satisfied consumer’ contributes 2.6
times more revenue than a ‘somewhat satisfied consumer’ contributes 14 times
more revenue than a ‘somewhat dissatisfied consumer’. Consumer lifetime value
is a beneficiary of high consumer satisfaction and good consumer retention.
 It reduces negative word of mouth:
Consumer satisfaction is tightly linked to revenue and repeat purchases. What

often gets forgotten is how consumer satisfaction is negatively impact business.
It is one thing to lose a consumer because they were unhappy. It is another thing
completely to lose consumers because of some bad word of mouth.
To eliminate bad word of mouth you need to measure consumer satisfaction on

an ongoing basis. Tracking changes in satisfaction will help to identify if
consumers are actually happy with companies product or service.
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 It is cheaper to retain consumers than acquire new ones:
This is probably the most publicized consumer satisfaction statistic out there. It
costs six to seven times more to acquire new consumers than it does to retain
existing consumers.
Consumers cost a lot of money to acquire. Company and its marketing team spend
thousands of dollars getting the attention of prospects, nurturing them into sales.
• Tools for tracking and measuring consumer satisfaction
• Complaint and suggestion system
• Consumer satisfaction surveys
• Ghost shopping
• Lost customer analysis
THEORIES OF CUSTOMER SATISFACTION
A number of theoretical approaches have been utilized to explain the relationship

between disconfirmation and satisfaction. Many theories have been used to
understand the process through which customers form satisfaction judgments.
The theories can be broadly classified under three groups: Expectancy

disconfirmation, Equity, and Attribution. Still again there are a number of
theories surrounding the satisfaction and service paradigm.
The expectancy disconfirmation theory suggests that consumers form

satisfaction judgments by evaluating actual product/service. Four psychological
theories were identified by Anderson that can be used to explain the impact of
expectancy or satisfaction: Assimilation, Contrast, Generalised Negativity, and
Assimilation-Contrast.
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VARIOUS THEORIES OF CONSUMER SATISFACTION
Consistency theories suggest that when the expectations and the actual product
performance do not match the consumer will feel some degree of tension. In
order to relieve this tension the consumer will make adjustments either in
expectations or in the perceptions of the product’s actual performance. Four
theoretical approaches have been advanced under the umbrella of consistency
theory: (1) Assimilation theory; (2) Contrast theory; (3) Assimilation-Contrast
theory; and (4) Negativity theory.
 Assimilation Theory
Assimilation theory is based on Festinger’s (1957) dissonance theory. Dissonance

theory posits that consumers make some kind of cognitive comparison between
expectations about the product and the perceived product performance. This view
of the consumer post-usage evaluation was introduced into the satisfaction
literature in the form of assimilation theory.15 According to Anderson (1973),
consumers seek to avoid dissonance by adjusting perceptions about a given
product to bring it more in line with expectations.16 Consumers can also reduce
the tension resulting from a discrepancy between expectations and product
performance either by distorting expectations so that they coincide with perceived
product performance or by raising the level of satisfaction by minimizing the
relative importance of the disconfirmation experienced.
Assimilation Theory – Criticism
Payton (2003) argues that Assimilation theory has a number of shortcomings.

First, the approach assumes that there is a relationship between expectation and
satisfaction but does not specify how disconfirmation of an expectation leads to
either satisfaction or dissatisfaction. Second, the theory also assumes that
consumers are motivated enough to adjust either their expectations or their
perceptions about the performance of the product. A number of researchers have
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found that controlling for actual product performance can lead to a positive
relationship between expectation and satisfaction. Therefore, it would appear that
dissatisfaction could never occur unless the evaluative processes were to begin
with negative consumer expectations.
 Contrast Theory
Contrast theory was first introduced by Hovland, Harvey and Sherif (1987).
Dawes (1972) define contrast theory as the tendency to magnify the discrepancy
between one’s own attitudes and the attitudes represented by opinion statements.
Contrast theory presents an alternative view of the consumer post-usage
evaluation process than was presented in assimilation theory in that post-usage
evaluations lead to results in opposite predictions for the effects of expectations
on satisfaction. While assimilation theory posits that consumers will seek to
minimize the discrepancy between expectation and performance, contrast theory
holds that a surprise effect occurs leading to the discrepancy being magnified or
exaggerated. According to the contrast theory, any discrepancy of experience
from expectations will be exaggerated in the direction of discrepancy. If the firm
raises expectations in his advertising, and then a customer’s experience is only
slightly less than that promised, the product/service would be rejected as totally
un-satisfactory. Conversely, under-promising in advertising and over-delivering
will cause positive disconfirmation also to be exaggerated.
Contrast Theory – Criticism
Several studies in the marketing literature have offered some support for this
theory. The contrast theory of customer satisfaction predicts customer reaction
instead of reducing dissonance; the consumer will magnify the difference
between expectation and the performance of the product/service.
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 Assimilation-Contrast Theory
Assimilation-contrast theory was introduced by Anderson (1973) in the context

of post-exposure product performance based on Sherif and Hovland’s (1961)
discussion of assimilation and contrast effect. Assimilation-contrast theory
suggests that if performance is within a customer’s latitude (range) of acceptance,
even though it may fall short of expectation, the discrepancy will be disregarded
– assimilation will operate and the performance will be deemed as acceptable. If
performance falls within the latitude of rejection, contrast will prevail and the
difference will be exaggerated, the produce/service deemed unacceptable. The
assimilation-contrast theory has been proposed as yet another way to explain the
relationships among the variables in the disconfirmation model. This theory is a
combination of both the assimilation and the contrast theories. “This paradigm
posits that satisfaction is a function of the magnitude of the discrepancy between
expected and perceived performance. As with assimilation theory, the consumers
will tend to assimilate or adjust differences in perceptions about product
performance to bring it in line with prior expectations but only if the discrepancy
is relatively small.
Assimilation-contrast theory attempts illustrate that both the assimilation and the
contrast theory paradigms have applicability in the study of customer satisfaction.
“hypothesize variables other than the magnitude of the discrepancy that might
also influence whether the assimilation effect or the contrast effect would be
observed when product performance is difficult to judge, expectations may
dominate and assimilation effects will be observed contrast effect would result in
high involvement circumstances. The strength of the expectations may also affect
whether assimilation or contrast effects are observed”.
Assimilation-Contrast theory suggests that if performance is within a customer’s

latitude (range) of acceptance, even though it may fall short of expectation the
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discrepancy will be disregarded – assimilation will operate and the performance
will be deemed as acceptable. If performance falls within the latitude of rejection
(no matter how close to expectation), contrast will prevail and the difference will
be exaggerated, the product deemed unacceptable.
Assimilation-Contrast Theory – Criticism
Anderson (1973) argues that Cardozo’s (1965) attempt at reconciling the two
earlier theories was methodologically flawed. The attempts by various
researchers to test this theory empirically have brought out mixed results. Olson
and Dover (1979) and Anderson (1973) found some evidence to support the
assimilation theory approach. In discussing both of these studies, however, Oliver
(1980) argues that only measured expectations and assumed that there were
perceptual differences between disconfirmation or satisfaction.
 Negativity Theory
This theory developed by Carlsmith and Aronson (1963) suggests that any
discrepancy of performance from expectations will disrupt the individual,
producing ‘negative energy’. Negative theory has its foundations in the
disconfirmation process. Negative theory states that when expectations are
strongly held, consumers will respond negatively to any disconfirmation.
“Accordingly dissatisfaction will occur if perceived performance is less than
expectations or if perceived performance exceeds expectations. This theory
developed by Carlsmith and Aronson (1963) suggests that any discrepancy of
performance from expectations will disrupt the individual, producing “negative
energy.” Affective feelings toward a product or service will be inversely related
to the magnitude of the discrepancy.
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 Disconfirmation Theory
Disconfirmation theory argues that ‘satisfaction is related to the size and direction
of the disconfirmation experience that occurs as a result of comparing service
performance against expectations’. Szymanski and Henard found in the meta-
analysis that the disconfirmation paradigm is the best predictor of customer
satisfaction. Ekinci 2004) cites Oliver’s updated definition on the disconfirmation
theory, which states “Satisfaction is the guest’s fulfilment response. It is a
judgement that a product or service feature, or the product or service itself,
provided (or is providing) a pleasurable level of consumption-related fulfilment,
including levels of under- or over-fulfilment”. Mattila. A & O’Neill, J.W. (2003)
discuss that “Amongst the most popular satisfaction theories is the
disconfirmation theory, which argues that satisfaction is related to the size and
direction of the disconfirmation experience that occurs as a result of comparing
service performance against expectations. Basically, satisfaction is the result of
direct experiences with products or services, and it occurs by comparing
perceptions against a standard (e.g. expectations). Research also indicates that
how the service was delivered is more important than the outcome of the service
process, and dissatisfaction towards the service often simply occurs when guest’s
perceptions do not meet their expectations.
 Cognitive Dissonance Theory
Cognitive dissonance is an uncomfortable feeling caused by holding two

contradictory ideas simultaneously. The theory of cognitive dissonance proposes
that people have a motivational drive to reduce dissonance by changing their
attitudes, beliefs, and behaviours, or by justifying or rationalizing them. The
phenomenon of cognitive dissonance, originally stated by Festinger in 1957, has
been quickly adopted by consumer behaviour research. “Described as a
psychologically uncomfortable state that arises from the existence of
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contradictory (dissonant, non-fitting) relations among cognitive elements
(Festinger 1957) cognitive dissonance revealed high exploratory power in
explaining the state of discomfort buyers are often in after they made a purchase.
Cognitive Dissonance Theory – Criticism
Although cognitive dissonance is a well-established construct in consumer

behaviour research, applications are relatively scarce in current marketing
research projects. The reasons are: First, dissonance is often as merely a
transitory phenomenon. Second, problems of measurement as well as difficulties
in administering data collection often get in the way of empirically addressing
cognitive dissonance.
 Adaptation-level Theory
Adaptation-level theory is another theory, which is consistent with expectation

and disconfirmation effects on satisfaction. This theory was originated by Helsen
in 1964 and applied to customer satisfaction by Oliver. Helson (1964) simply put
his theory as follows: “it posits that one perceives stimuli only in relation to an
adapted standard. The standard is a function of perceptions of the stimulus itself,
the context, and psychological and physiological characteristics of the organism.
Once created, the ‘adaptation level’ serves to sustain subsequent evaluations in
that positive and negative deviations will remain in the general vicinity of one’s
original position. Only large impacts on the adaptation level will change the final
tone of the subject’s evaluation”.
Adaptation-level Theory - Criticism
This theory is gaining acceptance, as it is able to explain some counter intuitive

predictions made by assimilation-contrast theories.
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 Opponent-process Theory
This was originally a theory of motivation reformulated by Solomon and Corbit,

which has been adapted from the basic physiological phenomena known as
homeostasis. The onset of the opponent process totally dependent on the effect of
the primary process, in which an emotional state is initiated by a known stimulus.
(Oliver 1981). If the initial stimulus is eliminated to reduce completely or
partially the primary process effect, the opponent process will continue to operate
at a decaying rate determined by inertia factors. Homeostasis assumes that many
hedonic, affective or emotional states, being away from neutrality and exceeding
a threshold level of hedonic feelings, are automatically opposed by central
nervous system mechanisms, which reduce the intensity of the feelings, both
pleasant and aversive, to some constant level. (Solomon and Corbin 1974)
Opponent-process Theory – Criticism
The opponent process is purely an internal drive, which causes

satisfaction/dissatisfaction to decay to a new or original level. Therefore, the
degree to which satisfaction is achieved depends upon the magnitude of
disconfirmation as well as upon the strength of the opponent process.
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CHAPTER-2
PROJECT DESIGN
TITLE
“A Study on Consumer Satisfaction with reference to Onesta, Mak

Mall, Mangaluru”
OBJECTIVES OF THE STUDY
 To study the consumer preferences, taste and regularity in visit at Onesta

 To become aware of the consumer expectations from Onesta.
 To know the various factors that influence consumers to visit Onesta
outlet at Mak Mall.
SOURCES OF DATA
There are broadly two types of data available to a researcher. They are;
 Primary data
 Secondary data
 Primary data:
Primary data refers to the first-hand information collected by the

researcher, Specific to the research problem. It includes using different primary
data collection tools such as personal interview using questionnaires, telephone
surveys, mail surveys etc.
For the present study, the primary data was collected through
questionnaires. Personal observation method is also adopted to gain in the depth
knowledge of the topic and about company and regarding the study.
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For clarification and suggestions, the respondents were met personally. In this
way information was collected from the customers to attain the objective of the
research.
Primary source is an original source that documents an event in time, a person

or an idea.
Some examples of primary sources are:
 raw data
 original research (journal articles, books)
 diary entries, letters and other correspondence
 photographs, artifacts
 audio or video broadcasts (that catch events as they unfold)
 eyewitness accounts or interviews
 legal documents, government documents, public records (e.g. birth
certificates)
 records or other documents created by organizations
 Secondary data:
Secondary data is the information that already exists for another purpose.
This refers to all those data which are collected for some earlier research work.
Information which is needed for conducting the research successfully

obtained from journals, magazines, internet, newspaper and advertisement
media including television.
Books regarding the field of service were recessed to enhance knowledge in

the field. Journals and materials provided by the company were great help.
Sources of secondary data

Secondary data can be obtained from different sources:
 Information collected through censuses or government departments like

housing, social security, electoral statistics, tax records
 Internet searches or libraries
 Progress reports
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SAMPLE SIZE
The sample size in this research is 50 respondents.
QUESTIONNAIRE
The types of questions included in the questionnaire are open

ended questions, multiple choice questions and Likert scale questions.
LIMITATION OF THE STUDY
 An in-depth study of the outlet could not be carried out due to shortage of
time.
 The extent of the survey was Mak Mall, Mangalore only. So the
suggestions or arguments given in the report may not hold true for other
locations in India.
 Questionnaire method involves some uncertainty of response.
Co-operation on the part of informants in some cases was difficult
to presume.
 Limited time and budget to complete the project.
 Difficulty in communication within the city while conducting the survey.
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CHAPTER-3
INDUSTRY PROFILE
The fast food industry in India has evolved with the changing lifestyles of the
young Indian population. The sheer variety of gastronomic preferences across the
regions, hereditary or acquired, has brought about different modules across the
country. It may take some time for the local enterprise to mature to the level of
international players in the field.
Fast food is a food prepared and served quickly at a fast food restaurant or a shop.
It is served usually in a carton or bags in order to minimize cost. Fast food outlets
often provide take away or take out foods in addition to sit down services. Fast
food is a multi-billion industry continuing to grow at a rapid pace in coming years.
Fast food is often highly processed and prepared in an industrial fashion i.e., with
standard ingredient, methodical cooking and production methods.
THE START OF FAST FOOD CULTURE
The concept of fast food pops up during 1920s.The 1950s first witnessed their
rapid proliferation. Several factors that contributed to this explosive growth in
50’s were:
 America’s love affair with the automobiles.

 The construction of a major new highway system.
 The development of sub-urban communities.
 The baby boom subsequent to world war second.
 “Fast-food chains initially catered to automobile owners in suburbia. The
notion of "fast" food reflected American culture in which speed and
efficiency are highly prized.”
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Many of the traditional dishes have been adapted to suit the emerging fast food
outlets. The basic adaptation is to decrease the processing and serving time. For
example, the typical meal which called for being served by an ever alert attendant
is now offered as a Mini-Meal across the counter. In its traditional version, a plate
or a banana leaf was first laid down on the floor or table. Several helpers then
waited on the diner, doling out different dishes and refilling as they got over in
the plate.
In the fast food version, a plate already arranged with a variety of cooked
vegetables and curries along with a fixed quantity of rice and Indian flatbreads is
handed out across the counter against a prepaid coupon. The curries and breads
vary depending on the region and local preferences. The higher priced ones may
add a sweet to the combination. Refills are generally not offered.
The diversity of Indian cuisine poses logistical problems when it comes to

handling. Hence it is common to serve different cuisines at different counters
within the same premises. Presence of a large vegetarian population, who eschew
non-vegetarian food, has given rise to outlets which exclusively serve vegetarian
fast food. Also, different variety of food may be served depending on the times
of the day. Beverages such coffee, tea, soft drinks and fruit juices may also be
served in such outlets. Some outlets may additionally have specially designed
counters for Cakes, Deserts etc.
Popular formats of fast food business in India have the following features in
common:
 Wide opening on the road side

 Easy to maintain and durable décor
 A cash counter where food coupons are sold
 A food delivery counter which invariably is granite topped
 Additional counters for Cakes, Deserts, and Beverages etc.
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 A well fitted kitchen located so as to be visible to the customers
 Tall tables, usually of stainless steel, where one can eat while standing
 A drinking water fountain adorned with a water filter
 Rust-proof and non-breakable crockery
Globally, fast food generates revenue of over $570 billion - that is bigger than the
economic value of most countries.
Consumers of fast food focus on taste, price and quality - in that order. While the
food is often highly processed and prepared in an assembly line, these restaurants
focus on consistency of experience, affordability, and you guessed it - speed.
Fast food restaurants, along with fast casual restaurants, make up a segment of the
restaurant industry known as Quick Service Restaurants (QSR). This segment
accounts for more than 50% of sales in the entire restaurant sector. While Quick
Service was once dominated by fast food, fast casual continues to gain market
share.
The restaurants themselves are known to have a consistent, simple look, feel and
even music in each location. Consumers typically order and pay at a counter or
window, and then take food out or grab a tray to sit and eat. Meals are short, there
is no table service and condiments are usually centrally located rather than table
top.
Menus are also the same from location to location, and consumers enjoy a
recognizable, familiar experience no matter where they are, with a dependable
level of quality. Meal choices are inexpensive, with options typically $6 or less
with combo meal packages combining “signature” mains with sides and a drink.
Pizza is one of the most popular foods in the world and a common fast food item
in Europe and North America. Many independent or chain restaurants, cafes, and
fast food outlets offer pizza. Restaurants or chains specializing in pizza
are pizzerias. Pizza delivery is common in some parts of the world.
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Pizza is sold fresh or frozen, either whole or in portions. Various types of ovens
are used to cook them and many varieties exist. Several similar dishes are
prepared from ingredients commonly used in pizza preparation, such as calzone
and stromboli. In the United States, pizza is usually eaten out of hand after
dividing into slices from a large pizza or small pizzetta as a whole. In Italy, pizza
is eaten with a fork and knife in restaurants, but is also sold to take away and
eaten out of hand. Frozen pizza became popular in the late 20th century.
Fast food restaurants are traditionally distinguished by their ability to serve food
via a drive-through. Outlets may be stands or kiosks, which may provide no
shelter or seating, or fast food restaurants (also known as quick service
restaurants). Franchise operations that are part of restaurant chains have
standardized foodstuffs shipped to each restaurant from central locations.
Fast food began with the first fish and chip shops in Britain in the 1860s. Drive-
through restaurants were first popularized in the 1950s in the United States. The
term "fast food" was recognized in a dictionary by Merriam–Webster in
1951.According to the National Institutes of Health (NIH), fast foods are quick
alternatives to home-cooked meals.
The competitive landscape of the global fast food market includes companies
such as Yum! Brands Inc., Burger King Worldwide Inc., McDonald’s
Corporation, Jack in the Box Inc., Doctor’s Association Inc., Domino’s Pizza
Inc., Pizza Hut and Wendy’s International Inc. The competition in the market is
intense owing to the presence of a large number of fast food players catering to a
smaller population. The market players are focusing on adding healthy options in
their menus owing to the growing demand for nutritious and natural food among
customers.
Eating junk food increases the risk of becoming depressed, a study has found.
The analysis found that foods containing a lot of fat or sugar, or processed foods,
led to inflammation of not just the gut but the whole body, known as systemic
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inflammation. In that respect, the impact of poor diet is like that of smoking,
pollution, obesity and lack of exercise.
Chronic inflammation can effect mental health by transporting pro-inflammatory

molecules into the brain. It can also affect the molecules-neurotransmitters-
responsible for mood regulation.
Key Players Focus on Asia Pacific and Latin America as Upcoming Markets for
Fast Food
Among the key regions in the global fast food market, Asia Pacific and Latin
America have emerged as the promising regions and are expected to register
significant growth in the near future. The market players are strategizing to
expand across the developing countries in these regions. “It is important for these
market players to expand judiciously and steadily to avoid losses due to
unplanned expansions in these regions,” cites a TMR analyst. The key companies
had initially expanded across North America where fast food is very popular.
High real estate cost and labour cost are the major hiccups in the growth of the
players in this region. However, the increase in disposable income in emerging
economies in Asia Pacific is anticipated to push the market’s growth.
Furthermore, the cheap labour cost in the emerging economies such as China
helps to increase the operating margin of these market players.
Growing Awareness about Healthy Eating Compels Market Players to Introduce

Nutritious Items in their Menus
Changing food habits, coupled with the rapid growth of the middle class
population in emerging economies have aided the growth of the global fast food
market. Rise in disposable income and the growing demand for convenient and
affordable food at low prices have also resulted to the growth of this market.
However, the growing health concerns regarding the presence of unsaturated fats
in the fast food items and the ensuing food safety regulations have restricted the
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growth of the global fast food market. The rise in consumer awareness about
healthy food options has led to the decline in sales of fast food products. As a
result, the market players are including healthier fast food options containing
hormone-free meat, natural vegetables, hormone-free meat, and organic
ingredients, across their stores. This would open new opportunities for the growth
of the market during the forecast period.
The global fast food market is expected to expand at a CAGR of 4.40% during
the period between 2013 and 2019. The market stood at a valuation of US$477.1
bn in 2013 and is anticipated to be worth US$617.6 bn by 2020.
INDIA – EMERGING MARKET FOR GLOBAL PLAYERS IN FOOD

INDUSTRY
The percentage share held by foodservice of total consumer expenditure on food

has increased from a very low base to stand at 2.6% in 2001. Eating at home
remains very much ingrained in Indian culture and changes in eating habits are
very slow moving with barriers to eating out entrenched in certain sectors of
Indian society.
Traditionally, eating out was looked down upon in Indian society. The growth in
nuclear families, particularly in urban India, exposure to global media and
Western cuisine and an increasing number of women joining the workforce have
had an impact on eating out trends. Increasingly, eating out is becoming
synonymous with entertainment. And very often, it is preferred as a time-saving
option to cooking. Not surprisingly, takeaways are becoming increasingly
popular.
India is among the top three countries globally having highest number of people
in the spending capacities in the age group of 25-49 yrs. India is placed at the
second rank in the 2004 global retail development index an annual ranking of
retail investment attractiveness among 30 emerging markets. The lack of
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consolidation and model retail concepts in India presents better opportunity to
global players. Over 400 shopping malls, multiplexes, fast food giant restaurants
etc. Are in planning or construction stage across the country.
Fast food in India grew at 12% in current value terms in 2016. This growth was
driven by the increasingly fast-paced lives of Indian consumers, which led them
to choose a quick fix for their meal requirements. This is especially the case given
that the average age of Indian consumers is still below 30 years. Despite growing
awareness of health and wellness among Indian consumers, consumption of fast
food has not been affected.
The country's fast-food market today is only one tenth the size of China's, said
Ajay Kaul, CEO of Jubilant Food Works, a company that grants franchises in
India for Domino's Pizza and Dunkin Donuts. But unlike China, which saw a
decline in fast-food sales last year, India's market is expected to grow, thanks to
changing consumer preferences and the largest youth population on earth.
India's population stands at 1.2 billion, but it has only a little over 2,700 chain
fast food outlets, leaving most people unreached, according to Euro monitor
International. Fast food has yet to broadly expand beyond the largest cities.
A growing number of foreign fast-food chains and cafes have their sights on
India, where growth in the sector is estimated at roughly 25 to 30 percent a year.
Industry experts say patience and flexibility in a country where dietary traditions
rule may well define successful global restaurant brands in India.
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PIZZA MARKET IN INDIA
Western culture has seeped into the Indian society, and this is evident in the
clothes that people wear, the food they consume and the lifestyles they lead. And
one of the foods that Indians have become a fan of is the pizza.
According to the Pizza Power 2013 State of Industry Report, the U.S., Brazil,
Russia, India, and China are seen as emerging pizza markets in the world. The
pizza market in India is worth over Rs 1,500 crores and has been growing at a
consumer annual growth rate of 26% for the last 5 years.
In the pizza market, Domino’s has captured over 55% of the share in the
organized pizza market and 70% in the home delivery category. This year,
Domino’s opened its 600th store in India and is planning to open its 800th store
by 2016.
This is the story of just one of the pizza vendors in India. There are many other
pizza outlets such as Pizza Hut, Pizza Corner, and Slice of Italy that have
expanded their reach in India.
Although their market shares are not as huge as Domino’s, they are still thriving
despite an economic slowdown in India. There are many restaurants and fast food
chains that sell pizzas because of the huge demand in the Indian market.
Everyone, especially those in the urban cities in India, lead a hectic lifestyle and
prefer fast food to fine dining on a regular basis because of the quick service. As
such, Domino’s, which guarantees home delivery within 30 minutes, has gained
popularity among the citizens.
There are a number of promotional activities being carried out by pizza vendors
such as ‘buy 1 pizza and get 1 free’ to entice people to consume more pizzas at
affordable prices.
India’s middle class and the young population are growing rapidly, and this has
led to the success and boom in the fast food industry. With more disposable
income among the working population, people do not feel the pinch while
indulging in outside food.
23
Apart from purchasing oven-hot pizzas from pizza outlets, Indians are fervently
purchasing pizza bases from supermarkets so that they can create pizzas in the
comfort of their homes.
Today, pizza bases, mozzarella cheese, pizza sauce, and other toppings are sold
in almost every huge supermarket in India and those who prefer to make pizzas
at home to suit their individual tastes can do so quickly.
Today, we see two segments of consumers – those who prefer fast food to survive
the fast paced life and those who are health conscious. So, restaurants have
customized their services to meet the needs of the consumers.
Instead of having pizzas with standard toppings, pizza vendors have allowed
consumers to pick and choose the base of the pizza, toppings and other fillings.
Those who are health conscious can add more vegetables and choose thin crust
pizzas whereas those who prefer cheese can go for pizzas with cheese fillings,
such as the cheese burst pizzas of Domino’s.
By allowing customization, pizza outlets in India have reached out to a wider
consumer base and have increased their revenue as a result. Based on the data
collected by research companies, it is evident that the pizza industry in India will
grow at a rapid pace in the coming years.
In fact, based on the estimation of RNCOS, a leading industry research and
consultancy firm, the pizza market will surpass the consumer annual growth rate
of 27% by 2015.
INDIAN PIZZA MARKET GROWING AT A RAPID PACE

According to a new research report, ‘Indian Pizza Market Analysis’ by RNCOS,
the Indian fast food market has witnessed a robust growth over the past few years,
which earlier remained concentrated only in the metropolitan cities. The pizza
industry is expected to register a strong growth in the coming years in tier-II and
tier-III cities. According to Pizza Power 2013 State of Industry Report, U.S,
Brazil, Russia, India and China are seen as emerging pizza markets of the world.
24
They are being watched so closely that a quarterly newsletter called ‘BRIC’, has
been created, focusing solely on them, delivering information about new business
developments in all four countries. Currently, Pizza Hut operates in more than
100 countries; Domino’s operates in more than 70 countries and Papa John’s in
32. Besides, if this still doesn’t satisfy your pizza hunger… “You’ll soon find
Papa John’s, Little Caesars, California Pizza Kitchen and Sbarro, earning a slice
of the pie in India”, assure pizzeria owners in Unites States.
The pizza market in India is worth, above 1500 crores, and is growing at a CAGR
(consumer annual growth rate) of 26% for the last 5 years, with Domino’s alone
having over 55% market share in organized pizza market and 70% market share
in pizza home delivery segment. Not surprisingly therefore, Dominos opened its
600th store in India this year and plans to reach 800 stores by 2016. “As the
population grew tech-savvy over the last couple of years, Domino’s began
offering online ordering to Indian customers in late 2010, as a result of which,
more than 10% of sales came in through the web”, shared, Harneet Singh Rajpal,
marketing vice president, Dominos Pizza. And to help Indians too to celebrate
the October pizza month, even in times of economic slowdown, pizza chains are
going beyond lucrative pricing offers. “30minutes nahi to free, kushiyon ki home
delivery”, buy 1 get 1 free on Wednesdays are just a few tricks to stir the Indian
appetite.
“There are a number of tweaked products in the pipeline to woo the taste buds of
the Indian consumer”, says, Richard Allison, executive vice-president, Domino's
Pizza International. Celebrate the National Pizza Month and have a healthy pizza
night with your family at home, by checking the nutrition facts on your packaged
pizza, choosing a wholesome wheat pizza, filled with vegetable toppings and
limiting your personal portion based on what you’ve eaten during the day.
25
CHAPTER-4
COMPANY PROFILE
EARLY HISTORY
Onesta is the brain child of Sona Yadav, director, Brown House Baking Private
Limited and her husband Kayum Dhanani.
Onesta, Sona says, was founded on a simple principle: a passionate baker

cooking for her friends!
26
Everybody loves a good pizza, except, perhaps, our wallets! It’s this oft-repeated
refrain that Onesta, the city’s newest pizza chain attempts to address, offering
quality, and affordably-priced fair - and if the stream of families ambling in is
anything to go by, it’s working! The chomp-happy Indian family gets an
unlimited meal of pizzas for a prize that makes the huts and corners cringe,
literally! And rightly so, because we’ve been paying far too much!
Onesta is the brain child of Sona Yadav, director, Brown House Baking Private
Limited and her husband, Kayum Dhanani. Onesta, Sona says, was founded on a
simple principle: a passionate baker cooking for her friends!
“Our dough is lighter, so with the unlimited package, we encourage our guests to
eat more. And enjoy more.” With Chef Armando di Filippo from Rome joining
the team in 2016, with 30 years of experience under his belt, it’s plain to see the
rigour and verve with which he combines authentic Italian and creativity. The
chain seems to have gained a reputation for birthday bashes and kiddie parties,
prompting us to venture into the outlets ourselves – and it’s the ideal space for a
party, a full-blown meal or a quick bite. The terrace is expansive, wooden tables,
set perhaps a tad too close, with a green expanse and cute lanterns and that very
cool pizza machine! We were taken aback with the almost OTT brightness that
nearly blinded us…. That said, it’s the pizzas that bring people here in droves!
You can order unlimited for a song— `369 to `469 – inclusive of unlimited pizzas,
dessert and a beverage. Or the whole unlimited menu option for `529 and `629.
A sure shot in terms of taste and economy!
The freshness of the focaccia was unmistakable.

We walked into a cacophony of diners gobbling away in what we thought was a
party, but it was just business as usual. Too loud though. Freshly-made artisan
pizzas emerge from a delectable conveyer belt, thin-sliced, with seasonal
toppings, in 6-inch pans.
27
They were perfectly cooked, with a toasty crunch and interesting toppings — we
ordered cream roasted veggies which were Smokey and yum, and a farmhouse
special of veggie delight, in vegetarian, and the sausage and onion and pepperoni
(with pork, yay) as a non-vegetarian option. We loved the freshness, light dough
and taste. The small size makes for a feast of flavours. As we looked wide-eyed
at the oven, which bakes over 800 pizzas a day (we were told), we spotted some
very interesting combinations — Caesar Salad, pesto and chicken, wasabi-mayo-
chicken, prawn and bacon spinach-paneer, broccoli-bacon, pizza Florentine or
even chocolate and banana!
We also ordered a la carte, which the waiters aren’t that interested in taking
down… the unlimited pizza meal is the real deal…! After some explaining, we
were brought in a chicken lasagne (very, very average and small portioned),
tomato, herbed mushroom and broccoli bruschetta (toasty and cheesy), and a sour
and sweet platter … Italian pickled veggies with a crispy cheese focaccia with a
sour cream dip (the best). The freshness of the focaccia was unmistakable.
Starters arrived after the mains, which was unfortunate, but the pizzas – they kept
on coming. We ordered bacon-wrapped prawns that were good, with a nice chewy
bacon glove instead of slivers given elsewhere. Not gourmet, but wholesome!
You can also make your own ravioli but there’s little else to choose from if pizza
isn’t your thing. When it came to dessert, we felt like intruders — they came in
tiny glasses, and given our predilection for sinful sweets, the small portions were
disappointing. Might we suggest bigger sizes for the adults at the table? The toffee
banana was sweet, sticky and good, the chocolate mousse was creamy. Alright, a
tad like the five star buffet spread, not great, but it was over before we started. It
does seem like a bachcha party, for ruckus is on the agenda each evening with so
many mouths to feed. For a quiet meal, this might not be the best, but for a quick
dose of fresh pizza, this is wonderful for its price.
28
The name had us a bit flummoxed as it didn’t sound anything like a pizza place.
Sona informed, “Onesta is Italian for honesty. It manifests in the food we serve,
we use freshest ingredients, and we produce our own cheese without chemicals
or preservatives. We make our own sauces, and our pizzas are hand-made.” The
price point works well, the smaller portions might induce over eating, or are for
smaller people, but ‘unlimited’ clearly works.
The unlimited packages: Rs. 299 to Rs. 649

All the carte dishes cost between 120-200, though portions are likewise.
Must haves: The pizzas, all of them, Bacon wrapped Prawns, Chicken wrapped
skewers, Farm house special pizza, Cream roasted chicken pizza, Chocolate
mousse and Mango cheese cake.
Other outlets:
 Koramangala,
 CMH Road,
 JP Nagar,
 New BEL Road,
 HSR Layout,
 Virginia Mall,
 Mangalore,
 Mysore,
 Telengana,
 Pune,
 Manipal,
 Gurgaon, etc...
29
VISION AND MISSION:
Mission statement
“To serve every guest with honesty to ensure they leave our restaurant happy
and with a smile”
Vision statement
“To have the largest dine-in chain of pizzerias”.
GOALS (to achieve by 2020)
 3000 happy employees

 Serving 30000 delighted guests every day
 Across 100 restaurants
 Generating sales of Rs.400 crores per day
SWOT ANALYSIS OF ONESTA:
 STRENGTHS OF ONESTA:
Onesta being the biggest restaurants succession in India, this clearly means they
control their market, and can invest in new goods, e.g. new pizza. Onesta is a vast
market sector, attracting more customers meaning a better percentage in sales,
which may lead to better earning. They have low opposition, although they have
some rivals such as dominos Pizza, McDonalds and Pizza Hut, yet they have a
benefit over these as Onesta is a restaurant as well as they are different to dominos
pizza; this means Onesta may have other sales therefore other earnings, which
may help Onesta with all developments or alterations required to the business.
 original range of pizzas under one top
 Food attracts people of a range from little to older
30
 Sound economic state and national income.
 Differentiated promotional strategy that attracts customers
The pizzeria offer a huge variety and types of pizzas under one roof and are
known for its original pizzas.
 WEAKNESSES OF ONESTA:
Faithful consumers are feeling that the happiness of the pizzas is declining. It
might be lead to low consumer happiness reliability in the market, this may lead
to consumers exchanging to main competitors such as dominos pizza possibly
meaning the Company need to introduce a more varied range of goods to attract
consumers of all lifestyles and societies. This is lead to high earnings as well as
de-inspiration of staff. There was the feedback from customers that the crust of
the pizzas are too weak and are not soft in nature. The promotional strategy they
have adopted of providing complimentary pizzas for the customers based on their
names on Wednesdays takes large part of their profits and since they are of much
noticed kind of promotion holding back would create bad image in the eyes of
customers.
 OPPORTUNITIES OF ONESTA:
Onesta can set up new Pizzas with different crust ranges and tastes. This may
attract new consumers with new flavors and this may raise their sales. The
Company has expanded into the Indian bazaar menu and seems to the old
favourite to bolster sales in the United State. The Company has targeted
expensive goods and a reduce consumer base; this will attract customers who are
more ready to buy these Pizzas.
The people are these days more worried about their health and Onesta can meet
this need by introducing clean and well pizza. The company can even introduce
31
fresh, healthy and clean food items connected to pizza for example they can
launch clean pizzas.
Since for each Pestle analysis models strength is influenced by Environmental

factor because The Onesta company is utilizing to environment to examination
molecules and their comment previous to set up them into new test for human.
 ONESTA THREATS:
In the pizzeria industry the competition is increase. Because consumers now

prefer and look for accessibility and affordability. The cost of special elements
like cheese, which is used in pizzas, is increase. Cheese costs threaten margin is
increase. Cheese is necessary to the industry. Onesta faces critical threats from
other global restaurant chains like KFC, McDonalds, Dominos pizza etc. So
Onesta will have to progress or continue the value of the pizzas in order to fight
with Dominos, Pizza Hut and McDonalds, to make sure that Onesta dominate this
marketplace. McDonalds even tried to launch pizza in its goods collection, which
is called McPizza. Besides these challengers the home eating places that provide
pizzas offer food item at more reasonable costs as well as know the flavour of the
local people better. Many of its challengers are trying to imprison the market
share of the Onesta by launching like kind of pizzas. They will also have to keep
their costs down and this may lead to them buying good from abroad where it is
cheaper.
Pizza Hut Inc. is the largest pizza restaurant company in the world in terms of
both the number of outlets and the percentage of market share that it holds and
this acts as the main threat to Onesta.
32
CHAPTER-5
DATA ANALYSIS AND INTERPRETATION
TABLE NO 5.1: Showing the gender of the respondents

Particulars No of respondents Percentage
Male 26 52
Female 24 48
Total 50 100
FIGURE NO 5.1: Showing the gender of the respondents
Gender
Male
48%
52% Female
ANALYSIS & INTERPRETATION
Total sample size was 50. Here analysis shows that among the total respondents
26 people are Men. 24 people are Women. The analysis shows that Men visit
Onesta more than Women. It means Male consumers are slightly more in Onesta
than Female.
33
Below 16 years 0 0
16-23years 42 84
24-30 Years 6 12
30-40 years 1 2
40 years & above 1 2
Total 50 100
TABLE NO 5.2: Showing the Age group (in years) of the respondents
FIGURE NO 5.2: Showing the Age group (in years) of the respondents
Age group
2%
2%
12%
Below 16 years
16 - 23 years
24 - 30 years
30 - 40 years
40 years and above
84%

34
below 16 years no respondents. 42 people belong to the age group of 16-23 years,
6 people belong to the age group of 24-30 years, one person belong to the age
group of 30-40 years, one person belong to the age group of 40years and above.
Most of the people visiting Onesta is between the age group of 16-23 years.
TABLE NO 5.3: Showing the occupation of the respondents
Student 38 76
Home maker 2 4
Professional 9 18
Others 1 2
Total 50 100
FIGURE NO 5.3: Showing the occupation of the respondents
Occupation
OTHERS 4.5
PROFESSIONAL 18
HOME MAKER 4
STUDENT 76
0 10 20 30 40 50 60 70 80
Occupation
Total sample size was 50. Herec analysis shows that among the total respondents
35
38 are students, 2 people are home makers, 9 people are professionals and one
other occupation member. This data analysis tells us that the most visiting
customers of Onesta are students. More than 70 percent are students who visit
Onesta.
TABLE NO 5.4: Showing the monthly income of the respondents

No income 38 76
Less than Rs 10,000 1 2
Rs 10,000-Rs 20,000 5 10
Rs 20,000-Rs 30,000 1 2
Rs 30,000-Rs 40,000 4 8
Above Rs 40,000 1 2
Total 50 100
FIGURE NO 5.4: Showing the monthly income of the respondents
MONTHLY INCOME
Monthly income
76
10 8
2 2 2
NO INCOME LESS THAN RS RS 10000 - RS 20000 - RS 30000 - ABOVE RS

10000 20000 30000 40000 40000
36
38 people have no Income, One person have income less than Rs.10,000, 5 people
have income between Rs 10,000 & Rs 20,000, One person have income between
Rs. 20,000 & Rs. 30,000, 4 people have income between Rs 30,000 & Rs. 40,000
and one person have income above Rs. 40,000. This data analysis shows that most
of the respondents have no income as majority of the respondents are students
who visit Onesta.
TABLE NO 5.5: Showing how often respondents visit Onesta

Weekly 1 2
Monthly 19 38
Once in 3 Months 17 34
Once in 6 Months 7 14
Once a year 6 12
Total 50 100
FIGURE NO 5.5: Showing how often respondents visit Onesta
No of respondents Percentage
38
34
19
17
14
12
7
6
2
1
Weekly Monthly Once in 3 months Once in 6 months Once a year
37
2 percent of people visits Onesta weekly, 38 percent of people visits Onesta
monthly, 34 percent of people visits Onesta once in 3 months, 14 percent of
people visits Onesta once in 6 months, 12 percent of people visits Onesta once in
a year. This reflects that a good number of people do visit Onesta more or less
regularly.
TABLE NO 5.6: Showing which day respondents prefer visiting Onesta

Monday 0 0
Tuesday 0 0
Wednesday 6 12
Thursday 0 0
Friday 1 2
Saturday 8 16
Sunday 5 10
Day doesn’t matter 30 60
Total 50 100
FIGURE NO 5.6: Showing which day respondents prefer visiting Onesta
Monday
12% Tuesday
0%
2% Wednesday
16% Thursday
Friday
60%
10% Saturday
Sunday
Day doesn’t matter

38
None visit Onesta on Monday & Tuesday, 12 percent of people visit Onesta on
Wednesday, None visits on Thursday, 2 percent visits on Friday, 16 percent visits
on Saturday, 10 percent visits on Sunday and 60 percent people told that day is
not the matter of visit to them. This reflects that people are not that bothered of
the day they are going to visit Onesta and second highest visit happen on Saturday
because its weekend and students would like to visit during weekends.
TABLE NO 5.7: Showing the different sources through which the
respondents came to know about Onesta
Internet 14 28
Friends 32 64
Outdoor advertisements 3 6
Others 1 2
Total 50 100
FIGURE NO 5.7: Showing the different sources through which the

respondents came to know about Onesta
Sources
2%
6%
27% Internet
Friends
Outdoor advertisement
Others
65%
39
28 percent through Internet, 66 percent through friends, 6 percent through others
Outdoor advertisement and 2 percent through others specifying it to be Zomato,
online food ordering app. In this data analysis we interpret that majority of the
consumers came to know about Onesta through their friends. It means that this
source plays a major role in promoting Onesta.
TABLE NO 5.8: Showing how much the respondents spend in Onesta on one
visit

Below Rs 500 20 40
Rs 500-1000 25 50
Rs 1000-2000 5 10
Rs2000- 3000 0 0
Total 50 100
FIGURE NO 5.8: Showing how much the respondents spend in Onesta on
one visit
10%
Below Rs 500
40%
Rs 500 - 1000
Rs 1000 - 2000
Rs 2000 - 3000
50%
40
40 percent of the respondents spend below Rs 500, 50 percent spend between Rs
500-1000, 10 percent spend between Rs1000-2000, None spend between Rs
2000-3000. It means that most of the consumers spend between Rs 500 &1000
and much of them spend below Rs 500 in Onesta.
TABLE NO 5.9: Showing with whom respondents go to Onesta
Friends 43 86
Family 5 10
Others 2 4
Total 50 100
FIGURE NO 5.9: Showing with whom the respondents go to Onesta
4%
10%
Friends
Family
Others
86%
41
86 percent of the respondents go with Friends, 10 percent go with Family, 4
percent go with other. Therefore most of the respondents visit Onesta with their
friends since the students visit in huge numbers.
TABLE NO 5.10: Showing how much time the respondents spend in

Onesta

Less than half an 3 6
hour
½ - 1 hour 28 56
1 – 2 hours 16 32
More than 2 hours 3 6
Total 50 100
FIGURE NO 5.10: Showing how much time the respondents spend in Onesta

42
6 percent of respondents spend less than half an hour in Onesta, 56 percent spend
between half an hour to 1 hour in Onesta, 32 percent spend between 1 to 2 hours
in Onesta, 6 percent spend more than 2 hours in Onesta. It means that most of the
consumers spend between half an hour to one hour in Onesta.
TABLE NO 5.11: Showing the Primary reason to visit Onesta

Price 9 18
Quality of the food 20 40
Service quality 8 16
Location 11 22
Time of service 1 2
Others 1 2
Total 50 100
FIGURE NO 5.11: Showing the Primary reason to visit Onesta
40
22
20
18
16
11
9 8
1 2 1 2
PRICE QUALITY OF THE SERVICE QUALITY LOCATION TIME OF SERVICE OTHERS

FOOD
43
18 percent consume in Onesta due to price, 40 percent consume due to quality of
the food, 16 percent consume due to service quality, 22 percent consume due to
location, 2 percent consume due to time of service and 2 percent consume due to
some other reason which specified about the suggestion of friend. We interpret
that consumers consume in Onesta due to the quality of the food they serve in
their restaurant.
TABLE NO 5.12: Showing how satisfied consumers are with offers provided
by Onesta
Yes 46 92
No 0 0
Maybe 4 8
Total 50 100
FIGURE NO 5.12: Showing how satisfied consumers are with offers
provided by Onesta
8%
Yes
No
Maybe
92%
44
ANALYSIS AND INTERPRETATION
92 percent of peoples response is yes, 8 percent of people’s response is maybe
and none have negatively responded hence we interpret that people are satisfied
by the offers provided by Onesta.
TABLE NO 5.13: Showing consumers awareness of Wednesday offer of

“name of the week”
Yes 35 70
No 13 26
Maybe 2 4
Total 50 100
FIGURE NO 5.13: Showing consumers awareness of Wednesday offer of

“name of the week”
4%
26%
Yes
No
Maybe
70%
45
70 percent people have answered yes, 26 percent people have answered no and
are unaware of the offer and 4 percent people have answered maybe. We interpret
that most of the consumers are aware of the offer of “name of the week”.
TABLE NO 5.14: Showing how satisfied consumers have rated the

Wednesday offer of “name of the week” (1 being highly satisfied and 5
being highly dissatisfied)
1 12 28.6
2 9 21.4
3 6 14.3
4 10 23.8
5 5 11.9
Total 50 100
FIGURE NO 5.14: Showing how satisfied consumers have rated the
Wednesday offer of “name of the week” (1 being highly satisfied and 5
being highly dissatisfied)
28.6
23.8
21.4
14.3
12 11.9
9 10
6 5
1 2 3 4 5
46
28.6 percent people have rated highly satisfied, 23.8 percent people have rated
dissatisfied, 21.4 percent people have rated satisfied, 14.3 percent people have
rated neutral and 11.9 percent people have rated highly dissatisfied with the
Wednesday offer of “name of the week”.
TABLE NO 5.15: Showing the ratings of general pricing of the food
Expensive 4 8
Fairly priced 46 92
Under priced 0 0
Total 50 100
FIGURE NO 5.15: Showing the ratings of general pricing of the food
8%
Expensive
Fairly priced
Under priced
92%
47
92 percent people have rated fairly priced, 8 percent of people have rated
expensive and none have rated under-priced. Hence it is interpreted that people
feel the pricing to be value for money.
TABLE NO 5.16: Showing the rating of the ambience, offers/promotions,

Services rendered and design/layout of the restaurant
TABLE NO 5.16.1: Showing the rating of the ambience

Ratings of Ambience No of Respondents Percentage
Excellent 20 40
Good 28 56
Average 2 4
Poor 0 0
Very Poor 0 0
Total 50 100
FIGURE NO 5.16.1: Showing the rating of the ambience
Ambience
60
50
40
30
20
10
0
Excellent Good Average Poor Very Poor
Ambience
48
20 people have rated ambience as excellent, 28 people have rated ambience as
good, 2 people have rated ambience as average, None have rated the ambience as
poor and very poor. We can interpret that consumers are really happy with the
ambience created in Onesta since the rating is good and excellent.
TABLE NO 5.16.2: Showing the rating of the offers/promotions
Ratings of No of Respondents Percentage
Offer/promotion
Excellent 21 42
Good 25 50
Average 3 6
Poor 0 0
Very Poor 1 2
Total 50 100
FIGURE NO 5.16.2: Showing the rating of the Offers/promotions
Offer/promotions
60
50
40
30
20
10
0
Offer/promotions

49
21 people have rated offer/promotion as excellent, 25 people have rated
offer/promotion as good, 3 people have rated offer/promotion as average, none
have rated the offer/promotion as poor and only one person has rated
offer/promotion as very poor. We can interpret that consumers are happy with the
offers/promotions provided by Onesta because the ratings are good and excellent.
TABLE NO 5.16.3: Showing the rating of the Services rendered

Services rendered
Excellent 21 42
Good 27 54
Average 1 2
Poor 1 2
Very Poor 0 0
Total 50 100
FIGURE NO 5.16.3: Showing the rating of the Services rendered
60
50
40
30
20
10
0
Services Rendered
50
21 people have rated services rendered as excellent, 27 people have rated services
rendered as good, One person has rated services rendered as average and one
person has rated services rendered as poor, None has rated the services provided
as very poor. We can interpret that consumers are happy with the services
rendered in Onesta.
TABLE NO 5.16.4: Showing the rating of the Design/layout of the

Restaurant
Design/layout
Excellent 26 52
Good 24 48
Average 0 0
Poor 0 0
Very Poor 0 0
Total 50 100
FIGURE NO 5.16.4: Showing the rating of the Design/layout of the
Restaurant
51
Design/layout
60
50
40
30
20
10
0
Design/layout

26 people have rated design/layout as excellent, 24 people have rated
design/layout as good, none has rated design/layout as average, poor and very
poor. We can interpret that consumers are happy with the design/layout of Onesta
since they have rated it excellent and good.
TABLE NO 5.17: Showing whether Onesta maintains consistency in taste &

quality
Yes 44 88
No 3 6
Maybe 3 6
Total 50 100
FIGURE NO 5.17: Showing whether Onesta maintains consistency in taste

& quality
52
6%
6%
Yes
No
Maybe
88%
88 percent of consumers agree that Onesta maintains consistency in taste &
quality, 6 percent do not agree to it, 6 percent are confused about it. It proves that
majority of consumers agree that Onesta maintains consistency in taste & quality.
TABLE NO 5.18: Showing the respondents eating experience at Onesta

Excellent 13 26
Good 36 72
Fair 1 2
Poor 0 0
Very poor 0 0
Total 50 100
FIGURE NO 5.18: Showing the respondents eating experience at Onesta
53
VERY POOR 0
POOR 0
FAIR 2
GOOD 72
EXCELLENT 26
0 10 20 30 40 50 60 70 80
26 percent of consumers had an excellent eating experience at Onesta, 72 percent
of consumers had a good eating experience, 2 percent found the eating experience
fair, none found the eating experience poor and very poor. We can interpret it as
most of the consumers had a good eating experience at Onesta.
TABLE NO 5.19: Showing whether the Onesta would be the First choice of
the respondents

Strongly agree 7 14
Agree 12 24
Neutral 14 28
Disagree 13 26
Strongly disagree 4 8
Total 50 100
FIGURE NO 5.19: Showing whether the Pizza Hut would be the First choice
of the respondents
54
28
26
24
14
STRONGLY AGREE AGREE NEUTRAL DISAGREE STRONGLY DISAGREE
14 percent of consumers strongly agree, 24 percent of consumers agree, 28
percent of consumers are neutral, 26 percent of consumers disagree, 8 percent of
consumers strongly disagree. We can interpret it as most of the consumers are
neutral towards Onesta being their first choice.
TABLE NO 5.20: Showing whether the respondents would recommend

Onesta to others

Yes 46 92
No 1 2
Maybe 3 6
Total 50 100
FIGURE NO 5.20: Showing whether the respondents would recommend

Onesta to others
55
2%
6%
Yes
No
Maybe
92%
92 percent of the consumers have answered yes, 6 percent are confused and have
answered maybe and only one person has answered no. We interpret that most of
the consumers are likely to recommend Onesta to others.
TABLE NO 5.21: Showing the willingness of respondents to go to Onesta in
the near future
Yes 47 94
No 0 0
Maybe 3 6
Total 50 100
FIGURE NO 5.21: Showing the willingness of respondents to go to Onesta

in near future
56
6%
Yes
No
Maybe
94%
94 percent consumers say yes that they will go to Onesta in near future, zero
percent of the consumers say that they won’t go to Onesta in near future, 6 percent
consumers are confused on whether to visit in the near future or not. We can
interpret that there will be more number of consumers who will be going to
Onesta in the near future.
CHAPTER-6
FINDINGS, SUGGESTIONS AND CONCLUSION
FINDINGS
 Most of the respondents belong to the age group of 16-23 years.
 From the study it was found that 52 percent of male visit Onesta.
 Students are the majority customers of Onesta.
 Good number of people visit Onesta once in 3 months and most (38
percent) of respondents visit Onesta monthly and responded telling day
doesn’t matter.
 It was found out that 64 percent of respondents came to know about Onesta
by their friends.
57
 Nearly 50 percent of respondents spend Rs.500-1000 in Onesta on their
one visit.
 Most of the respondents visit Onesta with their friends. As most of the
respondents were students.
 Most of the respondents spend half an hour to one hour in Onesta.
 The primary reason for the respondents to visit Onesta is the quality of the
food served.
 It is found that 92 percent of the consumers are satisfied with the offers
provided by Onesta.
 The study tells that 70 percent of the consumers responded as they are
aware of the Wednesday offer of “name of the week” and 28.6 percent
respondents told that they are highly satisfied.
 From the study it’s found that 92 percent of consumer assume Onesta has
priced fairly for the products.
 Most of the respondents agree that Onesta maintains consistency in taste
and quality.
 Most of the consumers have rated the ambience, offer/promotions, services
rendered, design/layout of Onesta as good and excellent.
 Nearly 72 percent of the respondents have had a good eating experience at
Onesta.
 It clearly shows that 28 percent of the respondents are neutral towards
Onesta being their first choice.
 The study shows that 92 percent happy respondents agree that they would
recommend Onesta to others.
 From the study it’s found that 94 percent of the respondents have shown
their willingness to visit Onesta in the near future.
58
SUGGESTIONS:
 Onesta should try to attract consumers from the age group of 30-40 years
since the number is handful.
 They must also concentrate on other occupational group other than
students.
 There are nearly 34 percent consumers who say that they visit Onesta once
in 3 months. Hence they should make sure that they visit Onesta monthly
and weekly by providing special offers.
 Onesta should provide some special offers such as combo meal etc. on
Monday, Tuesday and Thursday as very less percentage of people visit
Onesta on these days only.
59
 From the survey it shows that the service time is not a factor that is
attracting more consumers which means it has to be improved and hence
Onesta must make efforts to improve their service time.
 26 percent consumers are unaware of the Wednesday offer of “name of the
week”. Hence Onesta must increase its promotional efforts.
 Very few respondents came to know about Onesta through outdoor
advertisements. Hence they should make an effort of promoting Onesta
through outdoor advertisements like hoardings, street furniture, mobile
billboards, guerrilla advertising etc.
 72 percent of respondents told that their eating experience at onesta was
good. Hence company must make it a point to change their perception to
excellent through which Onesta can have a word of mouth advertising
which will again increase the footfall.
 Most of the respondents are neutral and disagree with the point of Onesta
being their first choice. Hence Onesta must take efforts to attract more
consumers and make them opt Onesta as their first choice.
CONCLUSION:
The customers are the king in today’s market. Consumers are the life and blood
of any business. The entire effort becomes barren without the consumers. Saving
is the ideology of Indian middle class consumer. The restaurant, which would be
created, had to offer value of the customer. Keeping this in mind, Onesta is a
place where a complete family can always dine-in.
Consumer satisfaction is one of the most important key factors for consumer’s
future purchase. Those clients who have been satisfied by consuming or buying
any goods or services will most likely inform others about their great encounters
likewise those dissatisfied consumers will without any doubt communicate about
60
their bad experience of the products or services. This is another reason why a
company should take into consideration the level of consumer satisfaction, as it
defines the image of the products/services and the company that the consumers
have in their mind. By delivering goods and services that meets with the needs
and wants of consumers, they will have a positive image and will talk good about
the company, but in case a company do not meet the needs or wants of the
consumers, it will create a negative image for the company in the mind of the
consumers and thus discouraging the consumer to buy products or services from
that particular company.
Maintaining good and healthy relationship is very important for the success of a
survival of any organisation. If the relationship between the consumers is
unsatisfactory then they will lose their customer, eventually leading to the loss
and closing down of the firm. Customer needs, wants and satisfaction plays an
important role for the survival of the company.
Today Onesta is committed to maximizing satisfaction of its consumers. Onesta

is truly based on the company and the success of the company’s sound
management pricing and competent customer services. And it’s increasing its sale
and attracts consumers by giving different offers.
61

Project On Consumer Satisfaction

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CHAPTER-1

“A Satisfied consumer is the best business strategy of all”.

Consumer satisfaction is a term used in marketing. It is a measure of how products

It seen as a key performance indicator within business and is often part of a

Meaning and definition

Now, let us take up the discussion of definition and meaning of consumer

In general, satisfaction is a person’s feeling of pleasure or disappointment

Why Consumer Satisfaction Is Important

Consumer satisfaction is important because it provides marketers and business

• It is a leading indicator of consumer repurchase intention and loyalty

• It reduces consumer churn

• It increases consumer lifetime value

• It reduces negative word of mouth

• It is cheaper to retain consumers than acquire new ones

• It is a leading indicator of consumer repurchase intention and

Consumer satisfaction is so important because without a high degree of it, profits

In a competitive marketplace where businesses compete for consumers; consumer

 It reduces consumer churn:

 It increases consumer lifetime value:

 It reduces negative word of mouth:

Consumer satisfaction is tightly linked to revenue and repeat purchases. What

To eliminate bad word of mouth you need to measure consumer satisfaction on

• Tools for tracking and measuring consumer satisfaction

• Complaint and suggestion system

• Consumer satisfaction surveys

• Lost customer analysis

THEORIES OF CUSTOMER SATISFACTION

A number of theoretical approaches have been utilized to explain the relationship

The theories can be broadly classified under three groups: Expectancy

The expectancy disconfirmation theory suggests that consumers form

Assimilation theory is based on Festinger’s (1957) dissonance theory. Dissonance

Assimilation Theory – Criticism

Payton (2003) argues that Assimilation theory has a number of shortcomings.

Contrast Theory – Criticism

Assimilation-contrast theory was introduced by Anderson (1973) in the context

Assimilation-Contrast theory suggests that if performance is within a customer’s

Assimilation-Contrast Theory – Criticism

 Cognitive Dissonance Theory

Cognitive dissonance is an uncomfortable feeling caused by holding two

Cognitive Dissonance Theory – Criticism

Although cognitive dissonance is a well-established construct in consumer

Adaptation-level theory is another theory, which is consistent with expectation

Adaptation-level Theory - Criticism

This theory is gaining acceptance, as it is able to explain some counter intuitive

This was originally a theory of motivation reformulated by Solomon and Corbit,

Opponent-process Theory – Criticism

The opponent process is purely an internal drive, which causes

“A Study on Consumer Satisfaction with reference to Onesta, Mak

OBJECTIVES OF THE STUDY

 To study the consumer preferences, taste and regularity in visit at Onesta

Primary data refers to the first-hand information collected by the

Primary source is an original source that documents an event in time, a person

Information which is needed for conducting the research successfully

Books regarding the field of service were recessed to enhance knowledge in

Sources of secondary data

 Information collected through censuses or government departments like

The sample size in this research is 50 respondents.

The types of questions included in the questionnaire are open

LIMITATION OF THE STUDY

THE START OF FAST FOOD CULTURE

 America’s love affair with the automobiles.

The diversity of Indian cuisine poses logistical problems when it comes to

 Wide opening on the road side