A Study On Marketing Strategies And Consumer Perceptions With Reference To Pizzahut, Coimbatore

Abstract

The fast-food industry in India has witnessed rapid expansion, driven by evolving consumer preferences, digital
transformation, and increased urbanization. Pizza Hut, a leading global pizza chain, has established a strong
presence in India, including Coimbatore. This study explores the effectiveness of Pizza Hut's marketing strategies
and their impact on consumer perception. The research highlights key marketing approaches such as traditional
advertising, digital engagement, promotional campaigns, and loyalty programs. Additionally, it examines
customer satisfaction, preferences, and areas for improvement. The findings suggest that while Pizza Hut
maintains strong brand recognition and customer loyalty, pricing strategies, service efficiency, and menu
customization require enhancement to sustain competitive advantage. The study provides strategic
recommendations to optimize marketing efforts and improve consumer engagement