COMPARATIVE STUDY OF MARKETING MIX STRATEGIES OF PIZZA HUT AND DOMINO’S PIZZA IN OMAN: BASED ON CUSTOMER PERCEPTION

The two giant pizza restaurant chain in the world has been deemed to be world-class in service and very popular in terms of food quality and taste, despite its success in the business there still complaint and customer dissatisfaction here in Oman. This study evaluates and compare the customer perception on the current marketing mix practices such as product, price, place and promotion of Pizza and Domino’s pizza. With 110 respondents and conducted in 15 outlets of Domino’s pizza and 20 outlets of Pizza hut all over Oman. The result of the study in terms of four P’s practices the two companies are comparable in most of the indicators. However, some indicators in product, price, place and promotion were rated very low and needs a serious plan to improve. Determine the errors in operation and strategy and make a corrective actions to maintain its positive image in the region and standout amongst its competitors.