CAKE DE LUNE: A SPACE-THEMED FOOD PRODUCT

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A Research Paper
Presented to
The Faculty of Senior
High School Department of the
Technological Institute of the Philippines
Quezon City

______________

In Partial Fulfillment
of the Requirements for
HS IMM 001

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RICHARD JAMES, ACUPAN

MICHIKO ALEXANDRA, BAUTISTA
AUBREY SUNSHINE, BUNUAN
JOHANA MAE, DAMOLE
NIÑA LOUISSE, DARADAL
STEFFANIE SUZZAINE FAITH, MANAGBANAG
TRISTAN AMADEUS, MANIEGO
ZYMON KYLE, TRESREYES

MONTH, 2021
Cake de Lune: A space-themed food product

Chapter 2

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter contains a comprehensive overview of the relevant literature and studies

that share the same bearing of knowledge to this present study. Further, it includes the

hypothesis which states the prediction of the study that is being conducted. To serve as

the basis for the study, numerous related literature and study are cited.

Food Appearance

Contemporarily, food visualization has become a vital factor in shaping customer loyalty

and satisfaction, resulting in a memorable experience for those people who visit the

restaurant. The element of visualizing the presence of food in the restaurant must

equate to the food quality. In order to attain customer loyalty and satisfaction, there are

five aspects to contemplate when visualizing food appearance. These include;

components of the material used, color range, food texture, shape and size, and design.

As a result, according to a previous study, food quality is determined by three factors:

the flavor of the food, the range of menus, and the nutritional value of the food.

According to the findings, appearance and food quality have a substantial positive

impact on consumer satisfaction (Putra, Wulan, & Ingkadijaya, 2018).

According to Ueda, Spence, and Okajima, (2020), everything we see influences what

we taste, including the color, the opacity, and the type of food we consume. They

reported two studies, using the new Augmented Reality technology to investigate the

effects of the standard deviation of the luminance distribution of food images on the
Cake de Lune: A space-themed food product

perceived visual texture and taste or flavor sensation. Furthermore, the effects of

modifying the luminance distribution standard deviation (SD) of a German baked cake

and tomato ketchup on its visual perception, taste expectations, and subsequent taste

experience were examined. The result finds that the manipulation of the luminance

distribution's standard deviation (SD) affected not only the desired taste or flavor of the

food, such as anticipated moistness, wateriness, and deliciousness but also the actual

taste properties of the food when it was sampled.

In accordance with the study of Kpossa and Lick (2020), they aimed to discern how to

effectively visually merchandise pastry in retail environments. Particularly, they’d like to

address how the surface color of black and white impacts consumer tastes like sensory

and hedonic in which the pastry is presented. Respectively, before tasting (stage 1) and

after tasting (stage 2). Additionally, between stage 1 and stage 2, they aim to identify

any inconsistencies in sensory and hedonic assessments and purchasing behavior. As

a result, in stage 1, customers seem to have a high degree of recognition of the true

taste, with some concerns regarding the colors of light brown, yellow, and dark brown.

In addition, the evaluation of the sensory qualities of crispiness, creamy texture, and

sweetness, as well as the hedonic appeal and purchase intention, tends to be higher in

stage 2 compared to stage 1. Moreover, there are no significant effects of plate color on

greasiness, crispiness, creamy texture, and sweetness, along with the hedonic value

and purchase intent, were observed in stage 1 and stage 2. Even then, the macaron

colors orange, pink, light brown, lemon, and white have higher expectations of grease
Cake de Lune: A space-themed food product

when served on a black plate, while the dark brown color has higher expectations of

grease when served on a white plate.

Fujimoto (2019) proposes a method for automatically modifying the appearance of food

in a real environment. Thus, to increase the degree of subjective deliciousness of food

visually perceived by an individual. The name of the system is the Food Appearance

Optimizer. The proposed method examines the presence of food in a camera image

and with the use of a projector to project a suitable image of the food. On the basis of

data collected through a crowdsourcing questionnaire, the relationship between the

degree of subjective delicacies and four essential appearance characteristics for each

food category is modeled. As a result of the device's use, it generates an appropriate

projection picture using this model to maximize the visual deliciousness of the food.

The study of Shibuya, Miyamoto, Santa, Homma, Hosono, and Sato (2020), examines

how images of open and closed eyes affect human emotions. As well, the presence of

open eyes influences generous behavior by modifying the assessment of the visual

deliciousness of the food. It is well recognized that the picture of the eye encourages

generosity. It is also understood that the assessment of food's visual delicacy increases

in the presence of an emotionally favorable stimulus. On the computer screen,

participants were shown a picture of food and asked to predict and score its visual

deliciousness. Moreover, the nine-point Likert score for visual delight showed a

significant difference between the OPEN and the CLOSED conditions; the OPEN

ratings were significantly higher than those in the CLOSED condition. In the perceived

relaxation condition, there was no significant difference in the image of watchful eyes;
Cake de Lune: A space-themed food product

OPEN ratings were not significantly higher than those in the CLOSED case. The

findings of the present study revealed that the presence of an image of a watchful eye,

which raised the perceived visual delicacy of the food without affecting the participants'

emotions, was responsible for the evaluation of the visual delicacy of the food based on

its appearance.

Price

Price justice and satisfaction positively influence their revisit intention of restaurant

customers, also revisit intention positively influences the loyalty of restaurant customers.

While revisit intention fully mediates the effect of price justice and loyalty, it partially

mediates the effect of satisfaction and loyalty (Cakici, Akgunduz, & Yildirm, 2019).

According to Albari (2020), when making purchasing decisions, consumers weigh

different considerations. Significant considerations that affect the decision to purchase

are addressed in the literature with the use of the price factor of the commodity. The

price of the good shall be divided into three dimensions: equal price, set price, and

relative price. In addition, brand awareness variables are often used as mediators of

price and customer buying decisions and are seen as significant considerations

influencing consumers. At the same time, the appearance and pricing of the company

(fair price and set price) have a partial and constructive impact on the purchase

decision.

The study of Lemmerer and Menrad (2019) stated that a consumer perspective on

understanding the success of new food products pursues two core goals. It

demonstrates that buyers are more likely to perceive new product prices as delivering
Cake de Lune: A space-themed food product

benefits or loss based on their individual purchasing history. Also, customer

psychographics are seen to have a direct or mild impact on new product uptake on

prices and discounts, as well as on quality product attributes. In addition, consumer-

specific pricing information is conducive to the comprehension of the behavior of new

food items. Price awareness and shopping preferences moderate price and promotional

impacts.

According to Yan, Tian, Heravi, and Morgan (2017), price promotion has a greater

impact on virtue than vice-preferences for healthy food since customers have

comparatively more self-control over healthier goods. It limits the number of purchases

with vice-preferences and by buying more high-quality options to meet healthy-eating

targets. Consumers, on the other hand, have comparatively less self-control over

unsafe goods and are assessing price discounts as a compelling temptation

mechanism. Thus, price advertising has a greater impact on vices than on unsafe food

decisions.

Haryanto, Purwanto, Dewi, and Cahyono (2019) stated that price and cost are the

factors that influence the positive attitude and the purchase intention while the ease is

the variable found not to affect both the positive attitude and the purchase intention.

Product consistency and comfort are factors that affect the optimistic outlook but do not

affect the purchase intention. For restaurant food, it shows that only prices and quality

have an impact on positive attitudes, whereas comfort does not have an impact on

positive attitudes. Moreover, it is only price and consistency that influence the purchase

intention, whereas ease is found to have little effect on the purchase intention.
Cake de Lune: A space-themed food product

Relevance of Experts

According to Beck (2020), test developers do not ask for details that they can accurately

determine. Measured average values based on expert responses seldom provide

accurate information about the quality of test products or a test. When a group of

experts responds with incompatible or even contradictory responses, there is rarely a

criterion that allows a decision to be made between them.

The consistency of the responses in the questionnaires depends on the quality of the

questions, and the quality of the evidence-based data depends on the completeness

and precision of the answers to the questions (Ehrich, Somekh, & Pettoello-Manotvani,

2018),.

Importance of Product Innovation

According to Klimczu and Kochańska (2018), innovation is equivalent to change or the

application of improvement to something modern of a basic idea. It may be the

development of new ideas for manufactured goods, packaging design, and new food

products in the case of the food industry. Innovation could also result in food that is

healthier and more nutritious. In general, food-related innovations are more gradual

than those in other industries. This means they often depend on minor adjustments to

existing goods, materials, or processes. Adaptation, refinement, and enhancement of

existing products are all aspects of incremental innovation. Radical innovations,

Cake de Lune: A space-themed food product

identified as completely new types of products or processes that are less common in the

food and agriculture sectors than in other industries.

Purba, Maarif, Yuliasih, and Hermawan (2018) stated that companies mostly in the food

industry have a different innovation strategy than companies in other industries.

Whereas in the food industry, product and process innovations are more commonly

used, as these have a greater potential for application than business and organizational

innovations. Innovation is the result of a combination of two processes: invention and

implementation into new goods, services, or new ways of doing things where

improvements in products, services, or ideas are viewed as innovative by someone.

Long-term sustainability needs consumers to be satisfied with the solutions offered by

the company's goods and services, so the company will need to continue to innovate to

be successful. Developments in the field of food demand and supply, as well as the

growing number of competitors, make innovation not only necessary but also one of the

most significant corporate activities for achieving overall agribusiness benefit gains.

Bigliardi (2019) stated that Traditional food products (TFPs) are gaining popularity in

Europe, as evidenced by their increasing demand over time. TFPs are typically

associated with quality and a return to tradition, but consumers are increasingly

demanding better, more nutritious, and more convenient TFPs. As a result, although

divisive in this context, innovation is necessary to satisfy market demand. The food

industry is increasingly opting for an open innovation strategy, leveraging external

expertise and business pathways to improve internal concept growth. Just a few studies

have looked at innovation in the food industry, and even fewer have looked at

innovation in TFPs.
Cake de Lune: A space-themed food product

The method of developing a new product is often fraught with dangers for the producer.

Today, amid customers' ever-changing demands for new technology and new

competitors, a company's survival is dependent on the innovation of products to develop

and bring it to the market. After a product has been launched, the current market

environment must be continually monitored to implement marketing improvements and

creative strategies. For new products, effective marketing strategies should be

implemented according to their life cycle birth, development, maturity, and the gradual

displacement of products from the market, as well as consumer satisfaction. And to

make a new product profitable in the long run, preliminary marketing research and the

development of marketing strategies are needed. (Larina, 2017)

According to Albertsen, Wiedmann, and Schmidt (2020), innovations are critical to the

progress of communities in general and businesses in particular. Individuals can benefit

from innovation gains, while businesses can retain or raise market share and

profitability. Scientific or technological advances, particularly in the food industry, are

frequently met with customer distrust and rejection, resulting in a decrease in

acceptance. The most important driving forces of the innovation-related perception of

food products are advantage, naturalness, novelty, and discomfort. Further critical

results show that customer perceived benefit is strongly influenced by innovation-related

perception, while customer perceived risk is strongly influenced by innovation-related

perception.

Effectiveness of Theme-based Food Products

Cake de Lune: A space-themed food product

According to Karki and Panthi (2018) , satisfaction with the university cafeteria is largely

determined by the consistency of the food and beverages served. Food quality refers to

the characteristics of food that a consumer considers suitable. Food quality assessment

includes the overall quality of the food and beverage, as well as the taste, freshness,

nutritional value, and portion size. Food and beverage quality has been given a lot of

attention as a core product of a food service operation, and it's been tested for a lot of

things like temperature, texture, flavor, and aroma. Customers' plans to return to a

particular restaurant are thought to be influenced by the nature of the food and

beverages served.

Taste Tomorrow is the world's biggest bakery, patisserie, and chocolate market survey,

with 17,478 respondents from 40 countries. When purchasing bread, patisserie, and

pastry, freshness is the most important factor, while flavor was the most important factor

for chocolate. 67 percent of respondents said traditional flavours appeal to them, 66%

were interested in unusual and exotic tastes 64 percent of consumers like to try food

with different textures and Appearance is important, as consumers increasingly want to

be wowed and share ‘Instagrammable’ foods on social media. “Our Taste Tomorrow

2019 report demonstrates that today's customer values taste, experience,

personalization, and sustainability,” said Vera Malhotra, Marketing Director at Puratos

UK. “We hope the report will inspire and guiding companies with customers more open

to modern, creative flavors and textures than ever before, innovative for the next ten

years to meet customer requests.” (Harper 2019).

Chocolate Flavor
Cake de Lune: A space-themed food product

Purba(2019) states that chocolate bread and cake goods manufactured on the basis of

a customer rating analysis would have a strong chance of being well received by the

market. Market evaluation of the level of importance and performance of bread and

cake chocolate products indicates that there is a difference where consumers feel that

the performance of chocolate small and medium-sized products is still below the value

of importance.

The best-seller cake, donut, and coffee products of J. CO Donuts & Coffee uses

ingredients from all around the world such as Belgium Chocolates, California Almonds,

Japanese Matcha Green Tea, and italian Roasted Coffee use in their products(Putri,

Nisa, Yee, Kee, Min, Yi, Xin, 2020).

Synthesis

Food Appearance

The appearance of the food is effective in raising customer satisfaction. This is evident

by the studies of the team of Putra(2018), Kpossa & Lick(2020), Fujimoto(2019), the

group of Ueda(2020), and the squad of Shibuya(2020). The study of Putra, Wulan, &

Ingkadijaya focuses on identifying factors that raise customer satisfaction. The research

of Kpossa and Lick aims to identify whether people can tell the greasiness, crispiness,

creamy texture, and sweetness through the appearance of the food. The study of

Fujimoto is an experimental paper that aims to modify the appearance of the food

through the usage of the Food Appearance Optimizer. He also wanted to discover its

effects on Customer Satisfaction. The paper of Ueda, Spence, and Okajima is also

experimental. Using Augmented Reality technology, they altered the appearance of the

food and discovered its effects. The study of Shibuya, Miyamoto, Santa, Homma,
Cake de Lune: A space-themed food product

Hosono, and Sato is similar to the research of Fujimoto and the team of Ueda. Their

study revealed that calmness can elevate the evaluation of the visual delicacy of the

food.

Price

Price is a major factor whenever a customer intends to purchase. This is evident by the

studies by the group of Cakici(2019), Albari(2020), Lemmerer and Menrad(2019), the

team of Yan(2017), and the squad of Haryanto(2019). The study of Cakici, Akgunduz, &

Yildirm focuses on the relationship of price and revisit intention of customers. The

research of Albari identifies three dimensions in the prices of goods which helps the

consumers in weighing different purchase considerations. The paper of Lemmerer and

Menrad states that consumers are more likely to interpret new product prices as a

benefit or loss based on their purchasing history. The study of Yan, Tian, Heravi, and

Morgan discovers that price promotion impacts more on virtue rather than vices due to

customers having more self-control in goods that are perceived as healthy. The

research of Haryanto, Purwanto, Dewi, and Cahyono identified that price has a positive

effect on purchase intentions.

Relevance of Experts

The answers of the experts depend on the quality of the questionnaire. This is evident

by the studies of Beck(2020) and Ehrich, Somekh, & Pettoello-Manotvani(2018). The

study of Beck discovered that a criterion is needed for the experts to evaluate properly
Cake de Lune: A space-themed food product

while the research of Ehrich, Somekh, & Pettoello-Manotvani identified completeness

and precision as factors in raising the quality of evidence-based data.

Importance of Product Innovation

Innovation is important for the business to retain market share. This is evident by the

studies of Klimczu and Kochańska (2018), the team of Purba (2018), Bigliardi (2019),

Larina (2017), and the group of Albertsen (2020). The study of Klimczu and Kochańska

focuses on the definition of innovation. The research of Purba, Maarif, Yuliasih, and

Hermawan discovered that food-related innovations are different from innovations from

other industries. This is because it focuses more on the product and processes while

other industries are focused on inventing a new product. The paper of Bigliardi found

that Traditional Food Products (TFPs) are increasing in demand. Furthermore, the

increase of quality in TFPs is increasing as well. The study of Larina stated that the

survival of a business is reliant on innovation due to the ever-increasing demand for

new products and technologies. The research of Albertsen, Wiedmann, and Schmidt

states that innovation has benefits for the customers and the businesses. Customers

benefit from innovation gains while businesses can retain their market share and

positioning.

Effectiveness of Theme-based products

Cake de Lune: A space-themed food product

Having a theme in a Food Product is important to raise customer satisfaction. This is

evident by the studies of Harper (2019) and Karki & Panthi (2018). Harper stated in his

research that taste, experience, personalization, and sustainability are the factors that a

customer values. The study of Karki and Panthi discovered that the nature of the food

and beverages served are factors that contribute to the return intent of the customer.

Chocolate Flavor

Chocolate flavor has a positive effect on customer satisfaction. This evident by the

studies of Purba (2019) and Putri, Nisa, Yee, Kee, Min, Yi, & Xin (2020). The study of

Purba discovered that chocolate bread and cake will have a strong chance of being well

received by the market. The study of Putri, Nisa, Yee, Kee, Min, Yi, & Xin identified that

chocolate is one of the ingredients that J. CO uses in their best-seller products.

Definition of Terms

All words acquired meaning in the context they are used. The following are

defined to facilitate understanding of discussions:

Crescent moon-shaped- the design of the main product

Space Galaxy- theme of the product

Cake de Lune: A space-themed food product

Food Concept Uniqueness- implementation of a group of ideas to a pre-existing food

product

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Cake de Lune: A space-themed food product