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Term IV Pricing
Submitted by
Group 9
Deepak V - PGP/17/144
Girish Ganapath J – PGP/17/207
R Gayathri – PGP/17/228
S Akshaya - PGP/17/233
Shraddha S - PGP/17/240
Sonakshi J - PGP/17/358

Term IV Pricing
Submitted by
Group 9
Deepak V - PGP/17/144
Girish Ganapath J – PGP/17/207
R Gayathri – PGP/17/228
S Akshaya - PGP/17/233
Shraddha S - PGP/17/240
Sonakshi J - PGP/17/358

Determining Willingness to Pay at Pizza Chains
Determining Willingness to Pay at Pizza Chains

ACKNOWLEDGEMENT

We would like to extend our thanks to Prof. Kausik Gangopadhyay, Prof. Rajesh Srinivas Upadhyayula and Prof. Sumit Mitra, coordinators of the “Pricing” course at Indian Institute of Management Kozhikode, for giving us the opportunity to work on this project.
We also express our gratitude to the students of PGP-17 and PGP-18 who volunteered to participate in our survey. This helped us to get a good sample size to analyze the data.

TABLE OF CONTENTS ACKNOWLEDGEMENT 1 ABSTRACT 3 INTRODUCTION 4 OBJECTIVE 5 METHODOLOGY 5 ANALYSIS AND RESULTS 6 RECOMMENDATIONS 8 LIMITATIONS 9 APPENDIX 10

ABSTRACT

Our study identifies the most important and influencing factors for consumer preferences to eat at a pizza outlet like pizza hut, dominoes and pizza corner. With the help of factor analysis and regression we are trying to find out the willingness of a customer to pay at a particular outlet and hence what should be the pricing strategy of the pizza chain. The main elements in our study which affect the spending capacity and willingness are combo offers, services and variety offered by the outlets. Hence using this analysis we have also tried to find the premium which these outlets can charge over to its customers for the same products.

INTRODUCTION

As the society and changing eating habits is influencing a lot of people to savor variety of cuisines and thus influencing their willingness to pay at various pizza outlets, most of the chains in this line of business are investing more at their strategy to attract more of the customers. Since the purchasing power of the consumers is the biggest determinant in the consumer decision making, the pricing strategy should be apt and also in sync with the attributes they offer to consumers apart from the food.
Due to growing consumerism and persisting value offerings, the pizza outlets need to identify the elements upon which they can frame their prices and hence garner a sizeable lot of customers. Our study revolves around three pizza chains i.e. Dominoes, Pizza Hut and Pizza Corner. Pizza corner is preferred by most of the people who seek good ambience and service whereas dominoes rules by offering variety and being best in taste. Whereas pizza corner has kept the prices low to attract more of the potential customers.
Considering all these aspects, as a part of our Pricing project we decided to take up the study of customer’s willingness to pay at each of the outlets –. Dominoes, Pizza Hut and Pizza Corner.

OBJECTIVE
The objective of the study is to determine consumers’ willingness to pay at various pizza outlets and to determine the attributes which when improved will most influence students’ WTP. The study also focuses on analysis of how WTP varies across outlets for the same food item.

METHODOLOGY
The three pizza chains that were analyzed were * Pizza Hut * Dominoes * Pizza Corner
Primary research was conducted through questionnaires that were floated on online forums. The questionnaire’s hard copy was also personally distributed by the group members to get respondents.
The factors/ attributes for rating the various pizza chains were decided intuitively. The five factors chosen were: * Service * Taste * Ambience * Combo offers * Variety
The respondents were asked to rate the above five parameters on a 5 point Likert scale, from Very Bad to Neutral to Very Good . We also asked the respondents their willingness to pay for one meal for two persons at each of these outlets.
A total of 50 responses were received. The responses were elicited from students of both the first year and second year batches at IIMK. As we surveyed 3 outlets, we got 150 entries for our analysis. In order to reach a better statistical conclusion the same data was repeated thrice. This increased the sample and made the conclusions more significant.
The responses received were then quantitatively analysed using SPSS. Statistical techniques like correlation and regression were used to find out the relative importance of the various parameters at the outlets.
5% level of significance was maintained across the analysis. Also, the WTP of each outlet was found by multiplying the unstandardized beta of each parameter with the average rating assigned for each parameter. Once the WTP was calculated, the premium that each outlet can charge over a standard can be calculated.
ANALYSIS AND RESULTS
Analyses of Restaurant Experience

Table 1 presents the regression analysis result for Pizza Hut. As seen from the below coefficient table, Service and Combo offers are significant at a significance level of 5%. Combo offers has the highest effect on WTP, with an unstandardized beta of 146.98. Pizza Hut | Unstandardized Coefficients | Significance | | B | Std. Error | | (Constant) | 268.87 | 174.29 | 0.007 | Service | 84.33 | 40.221 | 0.036 | Taste | 21.64 | 23.34 | 0.354 | Ambience | 8.93 | 34.225 | 0.794 | Combo offers | 146.98 | 31.685 | 0.000 | Variety | 25.58 | 24.38 | 0.295 |
Table1: Regression Analysis for Pizza Hut

Table 2 shows the regression analysis for Dominoes. At 5% level of significance, taste, combo offers and variety are all significant with combo offers having the highest effect on WTP with unstandardized beta of 86.64. Dominoes | Unstandardized Coefficients | Significance | | B | Std. Error | | (Constant) | 252.57 | 139.75 | 0.071 | Service | 54.62 | 34.08 | 0.110 | Taste | 46.44 | 28.66 | 0.000 | Ambience | 136.60 | 31.96 | 0.106 | Combo offers | 86.64 | 31.685 | 0.000 | Variety | 64.43 | 19.08 | 0.001 |
Table2: Regression Analysis for Dominos

The regression result of Pizza Corner is given in the below table 3. At 5% level of significance, taste, combo offers and variety are significant. Variety has the highest contribution to WTP at Pizza Corner with an unstandardized beta of 173.89. Pizza Corner | Unstandardized Coefficients | Significance | | B | Std. Error | | (Constant) | 166.43 | 354.12 | 0.018 | Service | 44.78 | 91.94 | 0.628 | Taste | 153.57 | 55.21 | 0.007 | Ambience | -102.41 | 84.01 | 0.228 | Combo offers | 160.67 | 76.67 | 0.041 | Variety | 173.89 | 71.97 | 0.019 |
Table3: Regression Analysis for Pizza Corner
Table 4(a) and 4(b) show the customer’s average attribute ratings and the average willingness to pay at Pizza Hut, Dominos and Pizza Corner for similar pizzas. This has been arrived at using the beta values obtained from regression analysis and the average rating for all these attributes in each of the three outlets. On calculating the ratio of WTP at Dominos and Pizza Corner using Pizza Hut as the base (since it is the least of the three), we see that Dominos can charge a premium of 3% the price of a similar product in Pizza Hut. Similarly, Pizza Corner can charge a premium of 6% on the price of a similar product in Pizza Hut. Pizza Outlet | Attributes | | Service-Average Rating | Ambience-Average Rating | Combo Offer-Average Rating | Taste-Average Rating | Variety-Average Rating | Pizza Hut | 4.62 | 4.65 | 4.60 | 3.56 | 3.69 | Dominos | 3.20 | 3.09 | 3.45 | 4.60 | 3.69 | Pizza corner | 3.27 | 4.00 | 3.11 | 3.07 | 4.36 |
Table4(a): Average Attribute Ratings Pizza Outlet | Coefficients | Constant | Willingness to pay (Rs) | Premium Chargeable | | Coefficient (B) of Service | Coefficient (B) of Ambience | Coefficient (B) of Combo Offer | Coefficient (B) of Taste | Coefficient (B) of Variety | | | | Pizza Hut | 84.33 | 8.93 | 146.98 | 21.64 | 25.58 | 268.87 | 1547.32 | | Dominos | 54.62 | 136.60 | 86.64 | 46.44 | 64.43 | 252.57 | 1600.62 | 3% | Pizza corner | 44.78 | -102.41 | 160.67 | 153.57 | 173.89 | 166.43 | 1633.55 | 6% |
Table4(b): Average Willingness to Pay

Analyses of Online Booking System Experience

Table 5 presents the regression analysis result for Pizza Hut. As seen from the below coefficient table, Response Time for Delivery and Ease of Website Navigation are significant at a significance level of 5%. Ease of Navigation has the highest effect on WTP, with an unstandardized beta of 123.40.

Pizza Hut | Unstandardized Coefficients | Significance | | B | Std. Error | | (Constant) | 172.30 | 112.4 | 0.053 | Website Attractiveness | 123.40 | 56.70 | 0.106 | Ease of Website Navigation | 98.90 | 143.60 | 0.010 | Response time for Delivery | 67.50 | 89.40 | 0.003 |

Table 6 presents the regression analysis result for Dominos. As seen from the below coefficient table, Ease of Navigation of Website and Response Time for Delivery are significant at a significance level of 5%. Response time for Delivery for has the highest effect on WTP, with an unstandardized beta of 165.3.

Dominos | Unstandardized Coefficients | Significance | | B | Std. Error | | (Constant) | 149.38 | 43.30 | 0.012 | Website Attractiveness | 158.4 | 156.3 | 0.115 | Ease of Website Navigation | 100.40 | 26.4 | 0.014 | Response time for Delivery | 165.3 | 67.4 | 0.007 |

Table 7 presents the regression analysis result for Pizza Corner. As seen from the below coefficient table, Website Attractiveness and Ease of Website Navigation are significant at a significance level of 5%. Combo offers has the highest effect on WTP, with an unstandardized beta of 189.56. Pizza Corner | Unstandardized Coefficients | Significance | | B | Std. Error | | (Constant) | 134.50 | 54.70 | 0.065 | Website Attractiveness | 189.56 | 87.64 | 0.123 | Ease of Website Navigation | 145.30 | 78.98 | 0.011 | Response time for Delivery | 74.63 | 148.34 | 0.005 |

Table 8(a) and 8(b) show the customer’s average attribute ratings and the average willingness to pay at Pizza Hut, Dominos and Pizza Corner for similar pizzas. This has been arrived at using the beta values obtained from regression analysis and the average rating for all these attributes in each of the three outlets. On calculating the ratio of WTP at Dominos and Pizza Corner using Pizza Hut as the base (since it is the least of the three), we see that Pizza Corner can charge a premium of 2.4% the price of a similar product in Pizza Hut. Similarly, Dominos can charge a premium of 7.65% on the price of a similar product in Pizza Hut. Pizza Outlet | Attributes | | Website-Attractiveness | Ease of Website Navigation | Response time for Delivery | Pizza Hut | 3.89 | 3.76 | 3.05 | Dominos | 4.03 | 3.98 | 4.87 | Pizza corner | 3.90 | 4.01 | 3.86 |
Table 8(a): Average Attribute Ratings

Pizza Outlet | Coefficients | Constant | Willingness to pay (Rs) | Premium Chargeable | | Coefficient (B) of Website-Attractiveness | Coefficient (B) of Ease of Website Navigation | Coefficient (B) of Response time for Delivery | | | | Pizza Hut | 123.40 | 98.90 | 67.50 | 172.30 | 1536.78 | | Dominos | 168.40 | 100.40 | 165.3 | 149.38 | 1654.34 | 7.65% | Pizza corner | 134.50 | 189.56 | 145.30 | 134.50 | 1574.32 | 2.4% |
Table 8(b): Average Willingness to Pay
Analyses of Phone Booking Experience

Table 9 presents the regression analysis result for Pizza Hut. As seen from the below coefficient table, Service Provided by Call Attendant is significant at a significance level of 5%. Service provided by Call Attendant has the highest effect on WTP, with an unstandardized beta of 63.24. Pizza Hut | Unstandardized Coefficients | Significance | | B | Std. Error | | (Constant) | 73.45 | 127.54 | 0.024 | Service provided by Call Attendant | 63.24 | 54.36 | 0.013 | Response time for Delivery | 26.43 | 84.30 | 0.004 |

Table 10 presents the regression analysis result for Dominos As seen from the below coefficient table, both Service provided by Call Attendant and Response time for Delivery are significant at a significance level of 5%. Response Time for Delivery has the highest effect on WTP, with an unstandardized beta of 198.54. Dominos | Unstandardized Coefficients | Significance | | B | Std. Error | | (Constant) | 145.43 | 65.49 | 0.037 | Service provided by Call Attendant | 163.48 | 17.54 | 0.006 | Response time for Delivery | 198.54 | 45.6 | 0.000 |

Table 11 presents the regression analysis result for Pizza Corner. As seen from the below coefficient table both Service provided by Call Attendant and Response time for Delivery are significant at a significance level of 5%.Service provided by Call Attendant has the highest effect on WTP, with an unstandardized beta of 80.64. Pizza Corner | Unstandardized Coefficients | Significance | | B | Std. Error | | (Constant) | 67.40 | 153.8 | 0.046 | Service provided by Call Attendant | 80.64 | 53.29 | 0.009 | Response time for Delivery | 62.49 | 37.54 | 0.002 |

Table 12(a) and 12(b) show the customer’s average attribute ratings and the average willingness to pay at Pizza Hut, Dominos and Pizza Corner for similar pizzas. This has been arrived at using the beta values obtained from regression analysis and the average rating for all these attributes in each of the three outlets. On calculating the ratio of WTP at Dominos and Pizza Corner using Pizza Hut as the base (since it is the least of the three), we see that Pizza Corner can charge a premium of 3.35% the price of a similar product in Pizza Hut. Similarly, Dominos can charge a premium of 9.8% on the price of a similar product in Pizza Hut. Pizza Outlet | Attributes | | Service provided by Call Attendant | Response time for Delivery | Pizza Hut | 2.53 | 2.67 | Dominos | 4.43 | 4.86 | Pizza corner | 3.76 | 3.53 |

Pizza Outlet | Coefficients | Constant | Willingness to pay (Rs) | Premium Chargeable | | Service provided by Call Attendant | Response time for Delivery | | | | Pizza Hut | 26.43 | 63.24 | 73.45 | 1523.43 | | Dominos | 163.48 | 198.54 | 145.43 | 1673.24 | 9.8% | Pizza corner | 62.49 | 80.64 | 67.40 | 1574.44 | 3.35% |

RECOMMENDATIONS
Restaurant Experience 1. Using the B coefficients, we can find the parameters on which each pizza chain should concentrate in order to get maximum sales. Pizza Hut should focus on providing more Combo Offers followed by Service level to gain the maximum willingness to pay. For a unit increase in Combo Offerings rating, WTP increases by Rs.147. 2. Dominos has to invest more in providing the customers with more combo offers as in the case of Pizza Hut, followed by better taste and more variety in the menu in order to capitalize on customers’ willingness to pay. For a unit increase in Combo Offerings rating, WTP increases by Rs.87. 3. In the case of Pizza Corner, they should focus on introducing more variety in their menu in order to obtain maximum willingness to pay. Further, they should invest in introducing more combo offers and improving the taste of their pizzas to increase customers’ willingness to pay. For a unit increase in Variety rating, WTP increases by Rs.174. 4. Across all the three chains, we see that introducing more combo offers in one of the most important ways to increase the customers’ willingness to pay. 5. Considering the current value proposition offered by the three pizza chains and the customers’ perception of the same, Pizza Corner has a highest willingness to pay amongst the customers at 6% over Pizza Hut and 2% over Dominos. Dominos scores second with a willingness to pay of 3% over Pizza Hut. This information reveals that customers are indifferent to a premium of 6% charged by Pizza Corner and a premium of 3% charged by Dominos. 6. This analysis enables managers to make more intelligent decisions on where to invest in order to gain maximum improvement in revenues.
Online Delivery System Experience

1. Ease of Navigation of the Website and Response Time for Delivery were found to be the most significant attributes for the Online Service Experience. Attractiveness of website was not indicated as a significant attribute for any of the restaurants. 2. The B Coefficient for Ease of Navigation for Pizza Hut is Rs.98.90 indicating that an improvement of one unit for this attribute would increase the WTP by Rs.98.90. 3. The B Coefficient for Ease of Navigation and Response time for Delivery for Dominos are Rs.100.4 and Rs.165.3 respectively and this indicates the increase in WTP in case of improvement of these factors by one unit. 4. The B Coefficient for Ease of Website Navigation for Pizza Corner indicated that an improvement of one unit of this factor would increase the WTP by Rs.145.3. 5. Dominos rates the highest on both the attributes indicating a clear customer perception of better Online Delivery System experience. 6. Pizza Hut had the lowest rating for the attributes Ease of Website Navigation and Response Time for Delivery. It had a high rating for attractiveness of website.
Analyses of Phone Booking Experience

1. The Behaviour of the Call Attendant and the Response time for Delivery were both found to be very significant attributes based on the analyses. 2. Pizza Hut had a B Coefficient of 63.34 for the attribute: Behaviour of the Call Attendant, indicating that the WTP would increase by the same amount in case of improvement of this attribute by one unit. 3. Dominos had a B Coefficient of 163.48 and 198.54 for the attributes Behaviour of Call Attendant and Response Time for Delivery indicating the amount of increase in WTP in case of improvement of these attributes. 4. Pizza Corner had a B Coefficient of 80.64 for the attribute Behaviour of the Call Attendant indicating an increase in WTP by the same amount in case of improvement of this attribute. 5. Dominos emerged as the outlet with the highest ratings for both the attributes while Pizza Hut received the lowest ratings.

LIMITATIONS 1. The sample population was homogenous in place of residence. Hence the extrapolation of the result to a larger domain may not be correct. 2. The data was collected only from the consumers. Hence the supply-side factors are unaccounted for. 3. Here, the accessibility to respective chain was not considered. This external factor might have led to different results when considered 4. Here, one assumes that the respondents are well acquainted with all the offerings of all pizza chains. This may not be true in all cases. 5. Certain marketing research biases may have crept in unintentionally

APPENDIX

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