Henil Shah , Pankti Mehta, Jignesh Vidani

A Study on Comparative Analysis Regarding Gen-Z’s Perception Over Domino’s Pizza and Pizza Hut in Ahmedabad City

Introduction

A study on comparative analysis regarding gen-z’s perception over domino’s pizza and pizza hut in ahmedabad city. Study Gen Z's perception of Domino's & Pizza Hut in Ahmedabad, analyzing food quality, pricing & brand reputation. Age doesn't impact views; shared preferences, targeted marketing, and CSR are key.

Abstract

This study investigates Generation Z's perceptions of Domino’s and Pizza Hut in Ahmedabad, focusing on factors such as food quality, pricing, and brand reputation. Utilizing a quantitative approach, the research tests eight hypotheses related to the influence of age on these perceptions. The findings reveal that age does not significantly impact how Generation Z evaluates these brands, leading to the rejection of all null hypotheses. This suggests a shared perspective among this demographic, indicating that factors beyond age—such as overall experience and brand engagement—are crucial in shaping their preferences. The study highlights the need for targeted marketing strategies that resonate with Generation Z's values, particularly in terms of health, sustainability, and digital engagement. Furthermore, enhancing customer experiences and effectively communicating brand value are essential for building loyalty. The findings also emphasize the importance of corporate social responsibility initiatives in improving brand reputation among socially conscious consumers. The study concludes by offering recommendations for future research, including broader demographic analyses and qualitative approaches to gain deeper insights into consumer motivations.

Review

This study offers an interesting comparative analysis of Generation Z's perceptions of Domino's Pizza and Pizza Hut within the specific context of Ahmedabad City. The research employs a quantitative approach to test eight hypotheses related to the influence of age on perceptions of food quality, pricing, and brand reputation. A key finding, highlighted by the authors, is that age does not significantly impact these perceptions among Gen Z, suggesting a relatively shared perspective within this demographic. The abstract successfully outlines several practical implications, emphasizing the need for targeted marketing strategies focusing on health, sustainability, digital engagement, customer experience, and corporate social responsibility to resonate with this socially conscious consumer group. However, the abstract presents some areas for critical examination. The claim that "age does not significantly impact how Generation Z evaluates these brands, leading to the rejection of all null hypotheses" is contradictory. Typically, if a factor (age) is found *not* to have a significant impact, it would lead to the *acceptance* of null hypotheses positing no such impact, or the rejection of alternative hypotheses positing an impact. This phrasing suggests a potential misinterpretation or misstatement of the hypothesis testing outcome, which is central to the study's core finding about age. Furthermore, while the study points to "factors beyond age" as crucial, the abstract doesn't elaborate on whether these were explored within the current research or how deeply, leaving a gap in understanding the full scope of the investigation. The geographic limitation to Ahmedabad also means generalizability beyond this specific urban Indian context may be limited. Despite these methodological ambiguities and scope limitations, the study makes valuable recommendations for marketers and contributes to our understanding of Gen Z's consumer behavior. Its emphasis on health, sustainability, digital engagement, and corporate social responsibility provides a useful framework for brands aiming to connect with this demographic. The concluding recommendations for future research, particularly suggesting broader demographic analyses and qualitative approaches, are well-placed. These proposed future directions would effectively address some of the current study's inherent limitations and offer a more nuanced, comprehensive understanding of consumer motivations beyond the initial quantitative findings.

Full Text

Comments

You need to be logged in to post a comment.