Authors: Dr. Amit Kumar, Dr. Sushil Kumar
Abstract: The fast-food industry in India has proficient rapid growth in recent years, with exclusive rapid service restaurants such as Domino’s playing a important role in determining changing food consumption patterns. Consumer perception is a crucial factor that affects brand preference, purchase decisions, and customer reliability in this reasonable market. The current study aims to assess the consumers perception regarding Domino’s in Sirsa City, with detailed focus on demographic variables such as gender, age, education, occupation, income, and frequency of visits. Primary data were collected from 120 respondents using a structured questionnaire. Statistical tools including percentage analysis and ANOVA are used to interpret the data The study delivers valuable insights into consumer behavior in a tier-2 city and deals practical consequences for Domino’s to expand customer satisfaction and strengthen its market position in Sirsa City.
DOI: https://doi.org/10.5281/zenodo.18680999
